sampul .pmd economic, business, management, and information system journal vvvvvolume 7, nomor 2, september 2006olume 7, nomor 2, september 2006olume 7, nomor 2, september 2006olume 7, nomor 2, september 2006olume 7, nomor 2, september 2006 issn: 1412 1212 pelindung prof. dr. gerardus polla, m.app.sc. redaktur utama parulian sihotang, ak., m.acc., ph.d. dewan redaksi antonius herusetya s.e., m.m., ak. misbahul munir, ak., mba ir. harjanto prabowo, m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) dr. suroso isnandar, m.sc. (university of abertay, united kingdom) marien van den boom, ph.d. (in holland university, the netherlands) editor dra. endang ernawati, m.lib. titik rahayu s., s.s. sekretariat hery h.m., s.kom. holil angga ferdiansyah alamat sekretariat subcenter publikasi ilmiah bidang ekonomi, center for research and comunnity services, universitas bina nusantara jl. kemanggisan ilir iii no. 45, kemanggisan/ palmerah, jakarta barat 11480 telp. (021) 5327630 ext. 6129 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subcenter publikasi ilmiah bidang ekonomi universitas bina nusantara economic, business, management, and information system journal vvvvvolume 7, nomor 2, september 2006olume 7, nomor 2, september 2006olume 7, nomor 2, september 2006olume 7, nomor 2, september 2006olume 7, nomor 2, september 2006 issn: 1412 1212 daftar isi kata pengantar..................................................................................................................................... v suryadiputra liawatimena; andy margono; yati analisis strategi pemasaran web hosting pt singcat network (strategic analysis of web hosting marketing on singcat network company)................................... 89-103 budiman notoatmojo; haryadi sarjono analisis program pengembangan agrobisnis holtikultura dengan metode policy analysis matrix (development program analysis of horticulture agribusiness using policy analysis matrix method).............................................................................................. 104-113 agustina tutik; synthia atas sari; hartiwi prabowo perancangan model evaluasi diri dosen (a model design of lecturer personal evaluation).............................................................................. 114-127 henny hendarti peranan biaya sosial dalam meningkatkan kinerja sosial dan kinerja keuangan perusahaan high dan low profile (the role of social cost in inceasing the social and financial performances of high and low profile companies)....................................................... 128-143 dyah budiastuti; diananda gf analisis tingkat kepentingan desain industri produk handphone: studi kasus di fakultas ekonomi ubinus (the importance level analysis of handphone product industry design: a case study on faculty of economics on bina nusantara university)............................................... 144-149 endang ernawati manajemen literatur kelabu sebagai pendukung penelitian dan penulisan karya ilmiah (grey literature management for supporting research and scientific writing activities).............. 150-163 dedi walujadi potensi dan prospek industri kecil (potency and prospect of small scale industry).............................................................................. 164-173 sampul .pmd economic, business, management, and information system journal vvvvvolume 8, nomor 1, maret 2007olume 8, nomor 1, maret 2007olume 8, nomor 1, maret 2007olume 8, nomor 1, maret 2007olume 8, nomor 1, maret 2007 issn: 1412 1212 redaktur utama engkos achmad kuncoro, s.e., m.m. dewan redaksi dr. harjanto prabowo, m.m. idris gautama so, se., s.kom., m.m., m.b.a. ersa tri wahyuni, s.e., m.acc. tjia fie tjoe, s.kom., m.m. misbahul munir, ak., m.b.a. parulian sihotang, ak., m.acc., dipres., ph. d rindang widuri, s.kom., m.m. mitra bestari muhammad nashihin, ph.d. djoko sigit sayogo, s.e., m.acc. tomy gurtama soemapradja, s.e., m.m. synthia atas sari, s.ip., m.si. ariefah rachmawati, s.kom., m.m. anderes gui, s.kom., se., m.m. retno dewanti, s.ip., m.m. editor bahasa dan setter dra. endang ernawati, m.lib. titik rahayu s., s.s. holil angga ferdiansyah sekretariat hery h.m., s.kom. lies heliana alamat sekretariat subcenter publikasi ilmiah bidang ekonomi, center for research and comunnity services, universitas bina nusantara jl. kemanggisan ilir iii no. 45, kemanggisan/ palmerah, jakarta barat 11480 telp. (021) 5327630 ext. 6129 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subcenter publikasi ilmiah bidang ekonomi universitas bina nusantara economic, business, management, and information system journal vvvvvolume 8, nomor 1, maret 2007olume 8, nomor 1, maret 2007olume 8, nomor 1, maret 2007olume 8, nomor 1, maret 2007olume 8, nomor 1, maret 2007 issn: 1412 1212 daftar isi ignatius sarto kothson budiman analisis hubungan profitabilitas dengan harga saham sektor usaha makanan dan minuman di bursa efek jakarta (analysis of profitability relations with stock price in foods and beverages business sector in jakarta stock exchange)..................................................................................... 1-23 synthia atas sari; hartiwi prabowo peran growth opportunities, free cash flow, dan relative issue size dalam reaksi pasar terhadap pengumuman right issue (the role of growth opportunities, free cash flow, and relative issue size in market reaction on the right issue announcement)..................................................................... 24-37 tomy gurtama s.; mesha analisis kinerja reksa dana nusantara pt bhakti asset management dan penyusunan portfolio optimum teoritis periode januari – april 2005 (performance analysis of reksa dana nusantara of pt bhakti asset management and constructing theoritical optimum portfolio period of januari – april 2005)........................... 38-46 antonius herusetya pendapat auditor atas laporan keuangan untuk perusahaan yang terdaftar di bursa efek jakarta (auditor’s opinion on financial report for listed company in jakarta stock exchange)................ 47-57 suryadiputra liawatimena analisis dan perencanaan konsep strategi content management cyberwoman pada situs portal cbn.net.id (analysis and planning of cyberwoman content management strategic concept on cbn.net.id portal site).................................................................................................................... 58-80 hartiwi prabowo; synthia atas sari; idris gautama analisis pemilihan atribut produk baru untuk perilaku keputusan pembelian konsumen pada produk biokos botu-like series (analysis of new product atribute choosing for the customer buying decision behavior on biokos botu-like series product) ................................................................................................... 81-99 henny hendarti model pencatatan intellectual capital dalam menghadapi perubahan paradigma akuntansi baru (intellectual capital record model in facing the changes of new accounting paradigm).................... 100-109 sampul 0901-0308.pmd economic, business, management, and information system journal vvvvvolume 9, nomor 1, maret 2008olume 9, nomor 1, maret 2008olume 9, nomor 1, maret 2008olume 9, nomor 1, maret 2008olume 9, nomor 1, maret 2008 issn: 1412 1212 redaktur utama robertus tang herman, s.e., m.m. dewan redaksi engkos achmad kuncoro, s.e., m.m. dr. harjanto prabowo, m.m. idris gautama so, se., s.kom., m.m., m.b.a. ersa tri wahyuni, s.e., m.acc. tjia fie tjoe, s.kom., m.m. misbahul munir, ak., m.b.a. parulian sihotang, ak., m.acc., dipres., ph. d rindang widuri, s.kom., m.m. mitra bestari tatang ary gumanti, ph.d. drs. feliks jebarus, m.si. sri hermawati, m.m. retno tanding suryandari, s.e., m.si. tomy gurtama soemapradja, s.e., m.m. synthia atas sari, s.ip., m.si. anderes gui, s.kom., se., m.m. retno dewanti, s.ip., m.m. gatot soepriyanto, s.e., ak, m.buss (acc.) haryadi sardjono, s.t., m.m. ir. dyah budiastuti, m.m. hartiwi prabowo, s.e., m.m. editor bahasa dan setter dra. endang ernawati, m.lib. titik rahayu s., s.s. holil angga ferdiansyah sekretariat hery h.m., s.kom. alamat sekretariat subcenter publikasi ilmiah bidang ekonomi, research and community service center, universitas bina nusantara jl. kebon jeruk raya no. 27 jakarta barat 11530 telp. (021) 5350660 ext. 1210 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subcenter publikasi ilmiah bidang ekonomi universitas bina nusantara economic, business, management, and information system journal vvvvvolume 9, nomor 1, maret 2008olume 9, nomor 1, maret 2008olume 9, nomor 1, maret 2008olume 9, nomor 1, maret 2008olume 9, nomor 1, maret 2008 issn: 1412 1212 daftar isi harjum muharam; hanung sakti analisis perbedaan liquiditas saham, kinerja keuangan, dan return saham di sekitar pengumuman stock split (analysis of the differences among stock liquidity, financial performance, and stock return in period of stock split announcement).................................................................. 1-21 ersa tri wahyuni the accountability of islamic microfinance institution: an evidence from indonesia...................... 22-34 noerlina; deliusno; retdonero; dennis eryanto manajemen proyek online trading system pt universal broker indonesia (project management of online trading system on universal broker indonesia company)............ 35-47 synthia atas sari; hartiwi prabowo analisis pengaruh hasil pemetaan budaya mahasiswa binus terhadap jiwa kewirausahaan: studi kasus tahun ajaran 2006-2007 (analysis of binus student culture mapping influence on entrepreneurship spirit: a case study on 2006-2007)................................................................................................................ 48-61 masruroh; awin indranto analisis elemen ekuitas merek rcti dalam persaingan industri televisi swasta di indonesia: studi kasus pada empat perguruan tinggi swasta terkemuka di jakarta (analysis of rcti brand equity element in the private television industry competition in indonesia: a case study of four private universities in jakarta).................................................... 62-73 robert tang herman strategic flexibility: navigator industri dalam mencapai competitive advantage (strategic flexibility: an industrial navigator in achieving competitive advantage).......................... 74-87 henny hendarti; anton; didi; mochtar cakra analisis dan perancangan sistem informasi akuntansi penjualan dan persediaan (analysis and design of inventory and selling accounting information system)............................... 88-98 editor in chief rudy aryanto managing editors engkos achmad kuncoro (binus university, jakarta) idris gautama so (binus university, jakarta) yasintha soelasih (atma jaya university, jakarta) levyda (sahid university, jakarta) agus zainul arifin (tarumanagara university, jakarta) executive editors arta moro sundjaja noerlina editor/setter dina nurfitria karen phang holil atmawati secretariat haryo sutanto eka yanti pangputri administration address research and technology transfer office binus university anggrek campus, jl.kebon jeruk raya 27 kebon jeruk, jakarta barat 11530 ph. 021-5350660 ext. 1708 email: hsutanto@binus.edu, raryanto@binus.edu publication & issn published twice a year (march and september) p-issn: 1412-1212 e-issn: 2541-2388 vol. 17 no. 1 march 2016 economic, business, management, and information system journal winnersthe journal p-issn 1412-1212 e-issn 2541-2388 contents andhi bharata the influence of compensation and training toward work discipline and its impact on the employees’ performance in puspiptek ........................................................... 1-7 darman analysis of the money supply and interest rate of inflation in indonesia.............. ................................ 9-18 wendy endrianto maximizing strategy with an effective balanced scorecard.............................................................. 19-27 budiman notoatmojo impact evaluation study for institution strengthening on social food distribution .................................. 29-35 fangki a. sorongan factors affecting the return stock company in indonesia stock exchange (idx) lq45 in years 2012-2015....... 37-45 murty magda pane the alternative business psychology application in green industry program towards the competitiveness of asean economic community 2016............. ........................................ 47-57 muhammad tony nawawi factors of consumer behavior that affect purchasing decisions on blackberry smartphone ....................... 59-66 jajat sudrajat; muhammad ali rahman; antonius sianturi; vendy entrepreneurship learning process by using swot analysis .............................................................. 67-75 journal p-issn 1412-1212 e-issn 2541-2388 vol. 17 no. 1 march 2016 economic, business, management, and information system journal winnersthe isi_1401-0313_r1.fh11 ��������� ���� ������� ��� �� ������ ������������� ��������� ���� ��� ����� � ��� ��� ����������� ���� � ������� ������� � ������� ����������������������� ��! �"� ��� �#��$����� ��%�&�'��� � ������ ����� ��(��)������'��* '��� � ��� � ����� "� �*�+,���)�-.�(�/������'��* '��� �(����0����.����'��* '�� /�. 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(jessica novia) 1  the effect of visual merchandising on impulsive buying with impulsive buying tendency as moderating variable jessica novia international marketing, school of business management, bina nusantara university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 jessica.novia@live.com abstract this research aims to classify the female consumer demographic segments linked by impulsive buying, to determine the effect of visual merchandising on impulsive buying, and to determine the effect of visual merchandising on impulsive buying with impulsive buying tendency as moderating variable on customers of gaudi in taman anggrek mall. this research is quantitative research with a total sample of 100 people. data were obtained by distributing questionnaires to the respondents by cross sectional. research used cluster analysis and moderated regression analysis. data processing was performed using spss software for windows version 20. research found that customers of gaudi were divided into three groups: the way of the world, sufficient money, and promotions. then, research found that visual merchandising affected impulsive buying. in addition, there visual merchandising had also an effect on impulsive buying with impulsive buying tendency as moderating variable. as a conclusion, moderating variable strengthens the effect of visual merchandising on impulse buying. keywords: impulsive buying, visual merchandising, impulsive buying tendency abstrak penelitian bertujuan untuk mengelompokkan konsumen wanita berdasarkan segmen demografis terkait impulsive buying, mengetahui pengaruh visual merchandising terhadap impulsive buying, dan mengetahui pengaruh visual merchandising terhadap impulsive buying dengan impulsive buying tendency sebagai variabel moderator pada konsumen gaudi di mal taman anggrek. jenis penelitian adalah kuantitatif dengan jumlah sampel sebanyak 100 orang. data diperoleh dengan menyebarkan kuesioner pada responden secara cross sectional. metode analisis menggunakan cluster analysis dan moderated regression analysis. pengolahan data dilakukan dengan menggunakan software spss versi 20.00 for windows. hasil penelitian menunjukkan bahwa konsumen gaudi terbagi menjadi tiga kelompok, yaitu kelompok the way of the world, sufficient money, dan promotions. kemudian penelitian menemukan bahwa visual merchandising berpengaruh terhadap impulse buying. selain itu, visual merchandising memliki pengaruh terhadap impulsive buying dengan impulsive buying tendency sebagai variabel moderator. penelitian menyimpulkan bahwa variabel moderator memperkuat pengaruh antara visual merchandising terhadap impulsive buying. kata kunci: pembelian impulsif, visual merchandising, kecenderungan pembelian impulsif 2   journal the winners, vol. 16 no. 1, march 2015: 1-5  introduction fashion industry is one of the exciting industries in indonesia because the fashion aspect to be one of the basic needs for all people, especially women. sudarsono (koran sindo, 2014) wrote that in 2013, the fashion industry in indonesia is able to contribute rp181.6 billion to gross domestic product (gdp) and the number is the second-largest contributor after the culinary creative economic sectors. therefore, the fashion industry will trigger the market to continue growing, manufacturers to produce, marketers to sell, and consumers to buy. based on the description, there are new opportunities in the fashion industry such as increasing numbers of clothing stores, in which the more number of clothing store the tougher competition between companies in the fashion industry. in connection with the competition that occurs in the fashion industry, marketers must be able to act creatively in the development. it is because the number of deals in the market is now greater than the demand of consumers. therefore, it requires companies to build competitive advantage and develop or create effective and innovative marketing strategies in order to compete. dealing with such matters, pt dwi laras gaudi is a company engaged in fashion industry. it is held at complex gading bukit indah blok ta / 22 to 23.25, north jakarta. pt dwi laras gaudi preserves women's clothing industry with gaudi brand that has stood since 2004. the interview with ms. fitri as senior supervisor at gaudi, taman anggrek mall branch, revealed that in one day the number of arrivals of customers to gaudi store is around 50-60 people, yet there is only about 50% making purchases, while the rest just have a look and then get out without making any purchase. this indicates that customers are less interested in buying spontaneously. the initial allegation that causes low spontaneous purchase is visual display merchandising in the gaudi store. according to yang, huang, and feng (2011), basically there is one factor that can support or improve spontaneous purchase. basically the factor is also supported by visual merchandising, which is impulsive buying tendency. in addition, gaudi also wanted to know the consumer grouping customers based on demographic variables related to impulsive buying. hence, this study was conducted additional analysis to solve the problems. based on the research background mentioned, the main issues raised in this study are as follows. first is how the customer grouping of women in gaudi, taman anggrek mall branch, by demographic segment associated with impulsive buying. second is how visual merchandising (x) affects on impulsive buying (y). third is how visual merchandising (x) affects on impulsive buying (y) with impulsive buying tendency (x') as moderator variable. research was conducted with the following objectives: (1) to group the female customers in gaudi taman anggrek mall branch by demographic segment associated with impulsive buying; (2) to determine the effect of visual merchandising on impulsive buying; and (3) to determine the effect of visual merchandising on impulsive buying with impulsive buying tendency as moderating variable. this study is beneficial to be a reference to pt gaudi dwi laras, taman anggrek mall branch, to find potential customers and a way to entice them to make impulsive buying. besides, the company would apply attractive design in visual merchandising to increase sales and impulsive buying from customers. levy and weitz (2011) revealed that visual merchandising is the presentation of a store and merchandise that will attract the attention of potential customers. visual merchandising aims at improving the attractiveness of certain brands and products on display rack, influencing consumers to the effect of visual merchandising..... (jessica novia) 3  buy more, and getting more sales and profit. in this study, the dimensions of visual merchandising are window display, store display, and promotional signage. according to stern, impulsive buying tendency is the tendency of customers to behave to buy spontaneously and suddenly, or want to buy because of whatever they thought, be suggested to buy, or will be planned to buy (semuel, 2006). many retail stores are set up wares to maximize impulsive buying as an eye-catching display to create a unique design and attractive packaging to improve impulsive buying. impulsive buying tendency variable includes cognitive and affective aspects (herabadi, 2003). the cognitive aspect is the intellectual abilities of a person in thinking, planning, and solving problem. while the affective aspect is the attitude, interest, emotion, and the value of one's own life. according to hoyer and maclnnis (2010) impulsive buying occurs when consumers suddenly decided to buy something that was not planned before to buy a product. however, impulsive buying is a condition when the individual experiences a sense of urgency or sudden impulse that cannot be resisted (solomon, 2007). impulsive buying has several characteristics, which are spontaneity, power, compulsion and intensity, excitement and stimulation, and disregarded of consequences. method this type of research is quantitative. data were obtained in the form of numbers using descriptive and associative approach. descriptive study aims to describe the characteristics of a person, event, or certain situations (sekaran & bougie, 2013). meanwhile, the associative research aims to determine the relationship of two or more variables (sugiyono, 2011). the analytical method used is cluster analysis and moderated regression analysis. the data used in this study are primary data, in the form of numbers taken through a direct survey by distributing questionnaires to gaudi customers at taman anggrek mall. questionnaires were distributed during the two weeks and performed in late november to early december 2014. time horizon for this study is single-cross sectional in which data collection was only done once in a specific time from one group of respondents. results and discussion results of cluster analysis show that the largest number of subscribers is in the first group with a membership of 56 people, followed by the second group with a membership of 25 people, and the third group with a number of members is 19 people (see table 1). this is in line with yang et al. (2011), that members of the cluster of the way of the world and cluster sufficient money have the highest score in making impulsive buying. so the implication for gaudi is to focus on attracting customers in the first cluster, always update the latest trends, and thus increasing the number of customers that is easy to purchase impulsively due to following the trend. table 1 cluster analysis cluster name number of member the way of the world 56 people sufficient money 25 people promotions 19 people (source: data processing, 2015) 4   journal the winners, vol. 16 no. 1, march 2015: 1-5  results for the second and third objectives can be seen in table 2. the regression test before there was a moderating variable showed that a significant difference to the value of 0,000 and the coefficient of determination (r square) of 0.633. visual merchandising has a significant influence on impulsive buying 63.3%. however, the balance of 36.7% is explained by other variables outside the model. it means that the more increases in the value of visual merchandising, the more increases in the value of impulsive buying and vice versa. so when visual merchandising applied is more interesting, then the interest of the customer impulsive buying will also increase. on the contrary, if the visual merchandising is not neatly arranged, then the interest of the customer impulsive buying will decline. this is consistent with mehta and chugan (2013) which stated that there is a significant influence of impulsive buying behavior on window display, floor merchandising, and promotional signage. nonetheless, in-store form does not have a significant impact on impulsive buying, yet instore form indicates that there is a correlation with impulsive buying behavior. tabel 1 summary of r square and sig coefficient construct r square sig coefficient 1 visual merchandising impulsive buying 0.633 0.000 2 visual merchandising impulsive buying impulsive buying tendency 0.635 0.032 (source: data processing, 2015) based on the result, the company must make the appearance of visual merchandising as attractive as possible to be applied at gaudi in taman anggrek mall in order to increase customer interest in impulsive buying. the company can increase impulsive buying interest by evaluating the factors that make up the visual merchandising. this can be done by calculating the lowest average of the questionnaire results regarding visual merchandising at gaudi in taman anggrek mall. it is found the lowest average was in indicator 4 "i rely on in-store display clothing when making purchase decisions" of 2.38. therefore, the company needs to improve the look of the clothes on display in the store to look more attractive. it is supposed the preparation of clothes by the category, the color, the size, or it may be added a display mannequin. while the visual merchandising indicator which needs to be retained was in indicator 8 “signs of promotion such as sale or new arrivals near the product, i was interested to see the products offered” of 3.25. it means the arrangement of promotional signage must be maintained to increase customer buying impulses. furthermore, the regression test after there was moderating variable shows that there is a significant influence by sig. value of 0.032 and the coefficient of determination (r square) increased by 0.002 into 0.635. it means moderating variable between the visual merchandising strengthens the influence on impulsive buying. if the company wants to increase impulsive buying behavior of customers, it will be better they have customers’ tendency of impulsive buying behavior. the impulsive buying tendency can be built by arranging store atmosphere in which the customers feel comfortable when shopping, and reminding salesman/woman to be always be flattering when customers try on clothes. salesman/woman should also provide a reference model that is suitable to mix and match. hence, customers can increase buying impulses when shopping for clothing products. the effect of visual merchandising..... (jessica novia) 5  conclusion based on results and analysis, this research’s conclusions are as follows. first, by using the cluster analysis method, gaudi’s female customers at mal taman anggrek can be classified into three groups: the first group is the way of the world, the second group is sufficient money, and the third group is promotions. most cluster members are in the first cluster. second, visual merchandising has a significant effect on customer impulsive buying. if the visual display merchandising is more appealing then the interest of customers to buy impulsively will also increase. third, visual merchandising has a significant effect on impulsive buying by impulsive buying tendency as moderating variable. the addition variable (impulsive buying tendency) can give the effect of strengthening the influence of visual merchandising on impulsive buying, wherein if a customer has a tendency to buy impulsively, then s/he will make impulsive buying. references herabadi, a. g. (2003). buying impulses: a study on impulsive consumption. university of nijmegen. hoyer, w. d., & maclnnis, d. j. (2010). consumer behavior (5th ed.). south-western college publishing. koran sindo. (2014). industri fashion sumbang rp 181,6 triliun. retrieved from http://www.koransindo.com/node/369085 levy, m., & weitz, b. (2011). retailing management (8th ed.). mcgraw-hill education. mehta, n. p., & chugan, p. k. (2013). the impact of visual merchandising on impulse buying behavior of consumer: a case from central mall of ahmedabad india. universal journal of management, 1(2), 76–82. sekaran, u., & bougie, r. (2013). research methods for business (6th ed.). united kingdom: john wiley and sons. semuel, h. (2006). dampak respon emosi terhadap kecenderungan perilaku pembelian impulsif konsumen online dengan sumberdaya yang dikeluakan dan orientasi belanja sebagai variabel mediasi. jurnal manajemen dan kewirausahaan, 8(2), 101–115. solomon, m. r. (2007). consumer behavior: buying, having, and being (7th ed.). new jersey: pearson prentice hall. sugiyono. (2011). metode penelitian pendidikan pendekatan kualitatif, kuantitatif, dan r&d. bandung: alfabeta. yang, d.-j., huang, k. c., & feng, x. (2011). a study of the factors that affect the impulsive cosmetics buying of female consumers in kaohsiung. international journal of business and social science, 2(24), 275–282. retrieved from http://ijbssnet.com/journals/vol_2_no_24_special_issue_december_2011/30.pdf microsoft word 05_idris gautama_e-bisnis.doc alasan dan langkah pembangunan bisnis berbasis web (idris gautama) 39 alasan dan langkah pembangunan bisnis berbasis web idris gautama1 abstract this paper starts with the explanation of e-commerce, e-business, types of business, and taxonomy of business models. this paper also explains why starting web-based business from scratch is easier than to transform brick and mortal business to web-based/internet business. then step-by-step creating web-based business will be explained. keywords: business, web abstrak artikel ini dimulai dengan penjelasan mengenai e-commerce, e-business, tipe bisnis, dan taksonomi model bisnis. dalam artikel ini juga dijelaskan mengapa memulai bisnis berbasis web dari scratch lebih mudah daripada dari transform brick and mortal business ke webbased/internet business. kata kunci: bisnis, web 1 staf pengajar fakultas ilmu komputer, ubinus, jakarta journal the winners, vol. 4 no. 1, maret 2003: 39-45 40 pendahuluan banyak pengertian tentang e-commerce dan e-business yang diberikan oleh pengarang buku. dalam artikel ini yang dimaksud dengan e-commerce adalah semua perusahaan yang menggunakan internet dalam bisnisnya sedangkan e-business adalah individu perusahaan yang menggunakan internet dalam bisnisnya (reding, 2001:4). bisnis baik yang tradisional maupun yang menggunakan internet dapat dikategorikan dalam dua jenis sebagai berikut. 1. bisnis produk 2. bisnis jasa bisnis produk adalah bisnis yang menjual produk dalam transaksinya sedangkan bisnis jasa adalah bisnis yang menjual pengetahuan dan keahlian. sebagai contoh, perusahaan dagang adalah adalah jenis binis produk sedangkan konsultan adalah jenis bisnis jasa. taksonomi dapat diartikan sebagai pengkategorian sedangkan model dalam ilmu pengetahuan adalah hipotesis tentang hubungan sebab-akibat dan dalam arsitektur adalah representasi gaya struktur yang direncanakan, demikian juga model bisnis menjalankan tujuan yang sama (eisenmann, 2002:xii). pembahasan landasan teori i. taksonomi model bisnis berdasarkan pendapatannya, model bisnis dapat diikhtisarkan dalam 7 model (afuah, 2003:104-117) sebagai berikut. 1. commision ide dasarnya adalah penambahan biaya pada transaksi berdasarkan besarnya tranksaksi yang dilakukan. disini komisi yang diterima oleh perusahaan sebagai perantara menjadi pendapatan utama. contoh perusahaan jenis ini adalah e-bay. 2. advertising ide dasarnya adalah end user disubsidi oleh iklan. di sini perusahaan pemilik web-site menyediakan end-user fasilitas tersubsidi atau gratis atas isi, jasa, atau bahkan produk untuk menarik end-user. contoh perusahaan jenis ini adalah yahoo. yahoo mewakili perusahaan yang menyediakan jasa untuk orang sebanyak-banyaknya agar mereka menjadi pemirsa dari iklan yang layaknya ditayangkan di media massa sedangkan dapat saja perusahaan memfokuskan pada pelanggan yang ditargetkan sebelumnya. 3. mark up ide dasarnya adalah adanya penambahan nilai pada penjualan. di sini penambahan nilai (mark-up) dilakukan karena perusahaan memiliki sejumlah keunggulan sehingga pelanggan yang tertarik untuk membeli dari perusahaan. contoh bisnis jenis adalah melakukan lelang atau karena keunggulan efisiensi distribusi dapat menambah nilai penjualan seperti amazon. alasan dan langkah pembangunan bisnis berbasis web (idris gautama) 41 4. production ide dasarnya adalah adanya penambahan nilai pada produksi. biasa juga dikenal sebagai model pabrikan (manufacturing model), bisnis ini digunakan oleh kalangan perusahaan yang memproduksi barang dan langsung dikenalkan kepada pelanggan melalui internet/web. contoh perusahaan yang menggunakan model ini adalah compaq yang langsung menjual chip memory kepada pelanggan melalui internet/web. 5. referral ide dasarnya adalah biaya kerena memperkenalkan (referring) pelanggan pada suatu bisnis. pada bisnis jenis ini perusahaan membayar kepada pelanggan sejumlah nilai yang telah disepakati sebelumnya (dapat berdasar nilai yang rata atau proporsional) karena pelanggan telah memperkenalkan bisnis perusahaan pada pelanggan lainnya. bisnis jenis ini mendapat rating 5/5 (terbaik) oleh bradey j. sugars (sugars(2), 2000:66-67). contoh perusahaan yang menggunakan model ini dalam bisnisnya adalah goldquest. 6. subscription ide dasarnya adalah biaya utuk penggunaan tak terbatas. perusahaan mengenakan suatau biaya tetap / rata pada suatu periode kepada pelanggan untuk suatu jasa yang diberikan. biaya ini tetap dikenakan baik jasa perusahaan dipakai maupun tidak oleh pelanggan. contoh perusahaan yang menggunakan model ini pada bisnisnya adalah at&t worldnet. 7. fee-for-service ide dasarnya adalah pelayanan yang diukur. di sini jasa yang dipergunakan oleh pelanggan diukur dan dijadikan sebagai dasar pembebanan kepada pelanggan yang bersangkutan. contoh perusahaan pada model bisnis ini adalah corio yang membebankan/menyewakan aplikasi perangkat lunak pada berbagai perusahaan. taksonomi yang dijelaskan di atas dijelaskan secara bervariasi pada berbagai literatur, sebagai contoh dikategorikan menjadi 8 oleh eisenmann (eisenmann, 2002:xii) namun inti pembahasan literatur yang ada adalah seperti yang dijelaskan di atas. ii. perusahaan brick and mortal versus perusahaan berbasis web perusahaan brick and mortal adalah perusahaan tradisional dan pelanggan melakukan kegiatan didalam gedung atau toko (reding, 2001:4) sedangkan perusahaan berbasis web dapat saja tidak memiliki toko atau gedung real. banyak perusahaan brick and mortal seperti toy-r-us, merril lynch, dan barnes and noble yang lambat dalam bergerak ke arah online dengan berbagai alasan termasuk di dalamnya sebagai berikut (eisenmann, 2002:ix). 1. perhatian pada kemungkinan kanibalisasi atas unit online terhadap perusahaan tradisionalnya. 2. perhatian pada dampak harga saham karena membiayai pengeluaran (losses) internet. 3. lamban dan bahkan sering disfungsionalnya proses pengambilan keputusan pada perusahaan yang telah mapan khususnya kegagalan analisis discounted-cash-flow tradisional dalam menunjang strategi yang menghasilkan profit pada perusahaan. karena pertimbangan di atas, banyak perusahaan yang memisahkan unit internetnya dari unit intinya. unit internetnya bahkan adalah unit yang baru sama sekali dari sisi personilnya dan mereka diberi mandat untuk mengkanibal unit intinya (eisenmann, 2002:ix). bahkan, banyak ahli berpendapat adalah lebih mudah memulai perusahaan e-business dari awal dibanding dengan journal the winners, vol. 4 no. 1, maret 2003: 39-45 42 menyesuaikan perusahaan brick and mortal karena belum adanya kebiasaan yang harus diubah dan belum adanya pelanggan yang harus dipindahkan ke tempat baru (reding, 2001:6). dengan memperhatikan pendapat di atas, sangat bijaksana apabila dalam pertimbangan pembuatan perusahaan dan bisnis baru memasukan e-business dalam pertimbangan utamanya, terutama bila bisnis yang dilakukan dapat memenuhi model bisnis yang telah dibahas di atas. iii. langkah pembangunan e-business 1. mengerti hal penting dalam bisnis berbasis web-based/internet. a. bagaimana tujuan dan kebutuhan bisnis didefinisikan. b. alasan diadakannya web. c. mengerti istilah penting dalam web/internet, misalnya web-page, homepage, hyperlink, browser, portal, dan lainnya. d. bagaimana menemukan informasi di web. hal itu akan membantu sehingga nantinya web yang dibangun sudah memperhatikan aspek ini. e. perangkat lunak yang dibutuhkan untuk pengelolaan surat elektronik. f. bagaimana mengakhiri suatu sesi web. 2. membuat rencana bisnis. a. alasan dibutuhkannya rencana bisnis. hal itu terutama mempertimbangkan pihak terkait (stake holder) perusahaan, misalnya bank, penanam modal, mitra bisnis, perekrutan karyawan, dan karyawan yang telah ada. b. membuat ringkasan eksekutif. hal itu biasanya terdiri dari satu sampai 3 halaman yang merupakan ringkasan dari konsep bisnis, aspek finansial, kebutuhan finansial, situasi bisnis terakhir dan awal. c. membuat rencana bisnis lengkap, (reding, 2001:29) yang terdiri dari sebagai berikut. i. pendahuluan. berisi halaman sampul, daftar isi, dan ringkasan eksekutif. ii. deskrisi bisnis. menyediakan pandangan singkat tentang industri saat ini dan mendatang, menampilkan misi, mendefinisikan produk dan jasa, mendeskripsikan posisi perusahaan dalam pasar, dan membuat daftar strategi harga. iii. pasar. menjelaskan target pelanggan, mendefinisikan ukuran pasar menyeluruh dan pasar sasaran, membuat daftar pesaing dengan penjelasannya, dan memprakirakan penjualan. iv. pengembangan dan produksi. menjelaskan status produk/jasa, proses produksi, menyediakan informasi anggaran perancangan dan pengembangan, menjelaskan secara ringkas kebutuhan tenaga kerja, dan mencantumkan biaya operasi, kebutuhan barang modal, dan harga pokok. v. penjualan dan pemasaran. menjelaskan cara mendapatkan pelanggan potensial dan menjadikannya pelanggan, definisikan saluran distribusi dan jelaskan secara singkat iklan dan kampenye promosi yang akan dilakukan. vi. manajemen. menjelaskan secara singkat pemilik dan pengelola perusahaan, menggambarkan struktur organisasi dan dewan direksi, serta menentukan jasa pendukung. alasan dan langkah pembangunan bisnis berbasis web (idris gautama) 43 vii. informasi keuangan. menilai risiko finansial, menyediakan dan menganalisis laporan arus kas, neraca, laporan laba rugi, dan mengestimasi kebutuhan pendanaan. 3. membuat rencana pemasaran. a. alasan dibutuhkannya rencana pemasaran. rencana bisnis mengikhtisarkan perusahaan keseluruhan, rencana pemasaran menjelaskan bagaimana mencapai tujuan perusahaan. b. membuat ringkasan eksekutif. ini berisi sinopsis strategi pemasaran. c. membuat rencana pemasaran, (reding, 2001:48) yang biasanya terdiri dari hal berikut. i. pendahuluan. berisi halaman sampul, daftar isi, ringkasan eksekutif. ii. analisis situasional. menjelaskan permintaan dan kecenderungan dalam lingkungan, menentukan posisi dalam industri, menjelaskan dampak kelompok atau organisasi, menjelaskan persaingan, mendefinisikan lingkungan dalam organisasi. iii. pelanggan sasaran. menentukan demografi pelanggan, memerinci kebiasaan pembelian pelanggan, dan mengetahui keinginan pelanggan. iv. taktik pemasaran. membuat daftar bagaimana mendapatkan pelanggan sasaran, menjelaskan metode pemasaran, memerinci bauran pemasaran, dan menjelaskan bagaimana menjalankan perencanaan. v. anggaran pemasaran. menentukan jumlah uang yang dubutuhkan, dan menjelaskan bagaimana mencapai tujuan keuangan ini. vi. ringkasan. mendiskusikan alasan-alasan bahwa rencana yang dibuat dapat dicapai. 4. membangun web untuk bisnis. a. menentukan perangkat lunak yang akan digunakan. dalam menentukan penggunaan perangkat lunak, hendaknya dipilih yang banyak tersedia di pasar sehingga memudahkan pemeliharaannya. selain itu, juga dipilih yang userfriendly. perangkat lunak yang banyak digunakan dan relatif sederhana adalah microsoft frontpage, adobe sitemill, claris homepage, lotus fastsite. penguasaan html juga sangat dianjurkan b. mempelajari penggunaan perangkat lunak. penguasaan perangkat lunak yang dipilih sekarang banyak tertolong dengan fitur bantuan (help) yang disediakan perangkat lunak. bahkan sekarang banyak perangkat lunak tutorial untuk mempelajari perangkat lunak tertentu. c. mempelajari desain grafis. dengan menguasai desain grafis akan membuat ketertarikan orang pada web yang dirancang menjadi lebih baik. dalam hubungan dengan perancangan web maka penggunaan form, frame, hyperlink, penambahan search engine bila perlu, serta aspek terkait lainnya perlu diperhatikan. d. merancang sketsa website. dengan sketsa maka seolah telah ada cetak biru dari web yang akan dibangun, memudahkan navigasi, dan manajemen proyek pembangunan web. journal the winners, vol. 4 no. 1, maret 2003: 39-45 44 e. membangun halaman web. berdasar cetak biru yang ada web dibangun dari awal dimulai dengan rancangan sederhana dan dipercanggih bila diperlukan. f. memperhatikan aspek kontrol dan auditabilitas. dalam sistem yang berbasis komputer yang berbasis web/internet termasuk di dalamnya maka potensi risiko semakin besar, risiko yang makin besar mendorong perlunya kontrol yang memadai dan memperhatikan kontrol tersebut dijalankan dengan sungguh-sungguh. (sanyoto, 2003:153) transaksi yang dilakukan hendaknya melalui pengamanan yang cukup dengan melakukan penelahan dengan jasa web hosting yang akan digunakan serta transaksi yang dilakukan harus menyediakan jejak (trail) sehingga memungkinkan fungsi audit dapat dijalankan dengan baik. untuk langkah ke-4 ini dapat juga mempergunakan jasa pembangun web bila dana untuk itu tersedia. 5. menjalankan bisnis berbasis web/internet. a. menentukan web hosting penentuan web yang telah dibangun untuk ditempatkan penting dan hal yang harus diperhatikan adalah fasilitas yang disediakan oleh penyedia jasa web hosting serta memperhatikan perjanjiannya. b. akuntansi pengelolaan akuntasi manajemen (untuk kebutuhan internal) maupun akuntansi keuangan (untuk kebutuhan eksternal) untuk perusahaan yang berbasis web/internet harus mengikuti standar akuntansi yang telah ditetapkan. c. kepemimpinan aspek kepemimpinan menjadi sangat penting karena dalam bisnis yang bebrbasis web bagaimana memotivasi dan membuat pekerja lainnya berinisiatif menjadi kunci sukses. d. komunikasi komunikasi pada bisnis berbasis web mau tidak mau memaksa karyawan untuk mempelajari dan menggunakan teknologi yang tersedia untuk berkomunikasi. perlu adanya disiplin baru, misalnya dalam waktu penentuan pengecekan surat masuk, waktu rapat bersama, dan hal lainnya yang nantinya akan menjadi budaya perusahaan. komunikasi yang baik dapat memungkinkan penyimpangan terdeteksi secara dini bahkan mencegah terjadinya penyimpangan. penutup simpulan membangun bisnis yang berbasis web/internet dari awal lebih baik karena mengurangi penyesuaian yang diperlukan. bila perusahaan telah berjalan dan hendak dibuatkan unit berbasis web atau internet, sebaiknya unit yang berbasis web didirikan secara independen dan bila perlu dibiarkan mengkanibal intinya. alasan dan langkah pembangunan bisnis berbasis web (idris gautama) 45 langkah pembuatan web menyangkut selain aspek teknikal juga kontrol dan auditabilitas. menjalankan bisnis berbasis web/internet atau disebut juga e-business perlu memperhatikan jasa web hosting, aspek akuntansi, kepemimpinan, dan komunikasi. daftar pustaka afuah, allan dan christopher l. tucci. 2003. internet business models and strategies 2nd edition. new york: mcgraw hill. eisenmann, thomas r., roger hallowell, dan mary tripsas. 2002. internet business models, text, and cases. new york: mcgraw hill-irwin. gondodiyoto, sanyoto dan idris gautama so. 2003. audit sistem informasi: pendekatan konsep. jakarta: pt media glbal edukasi. hisrich, robert d., dan michael p. peters. 2002. entrepreneurship. 5th edition. singapore: mcgraw hill higher education. hitt, michael a., r. duane ireland, dan robert e. hoskisson. 2001. strategic management competitiveness and globalization concepts. south western college publishing. reding, elizabeth eisner. 2001. building an e-business from the ground up. new york: mcgraw hill-irwin. sugars, bradley j. 2002. billionaire in training. 1st edition. action international pty ltd, brisbane _____________. 2000. instant cashflow the key to multiplying your business profits. 2nd edition. singapore: action international (asia) pte.ltd, tjager, i nyoman, f. antonius alijoyo, humprey r. djemat, dan bambang soembodo. 2003. corporate governance tantangan dan kesempatan bagi komunitas bisnis indonesia. jakarta: pt. prenhallindo. microsoft word 03_bahtiar saleh abbas_penentuan jumlah.doc journal the winners, vol. 4 no. 1, maret 2003: 18-25 18 penentuan jumlah teller yang optimal dengan metode antrian di pt bank haga bahtiar s. abbas1; raymond2 abstract this article presents the optimization of the number of tellers at the service counter at pt bank haga. its done by comparing the some alternatives related to the number of tellers employed. conclusion indicates that optimal condition is that 5 tellers at abdul muis branch and 4 tellers at daan mogot branch. keywords: teller, queue, bank abstrak artikel menyajikan laporan mengenai upaya optimalisasi jumlah teller untuk layanan di bank haga. kajian dilakukan dengan membandingkan beberapa alternatif yang terkait dengan jumlah teller yang dipekerjakan. hasil kajian menunjukkan bahwa jumlah teller yang optimal untuk kondisi pt bank haga abdul muis adalah 5 orang dan untuk pt bank haga cabang daan mogot 4 orang. kata kunci: teller, antri, bank 1 staf pengajar fakultas ekonomi, ubinus, jakarta 2 sarjana teknik, jurusan teknik industri, fakultas teknik, ubinus, jakarta penentuan jumlah teller yang optimal… (bahtiar s. abbas; raymond) 19 pendahuluan dengan semakin maju dan banyaknya usaha perbankan yang berkembang di indonesia, diperlukan suatu kemampuan menunjukkan performansi yang baik guna memenangkan persaingan. salah satu performansi yang perlu diperhatikan adalah tingkat pelayanan kepada konsumen. untuk mencapai performansi yang baik, banyak bank memberikan kemudahan kepada konsumennya, misalnya dalam bentuk kecepatan mendapatkan pelayanan. namun demikian, masih sering dijumpai begitu panjangnya antrian di bank karena banyaknya nasabah yang belum dapat dilayani. hal itu tentunya menimbulkan kerugian baik bagi pemilik bank maupun konsumen. lamanya pelayanan karena panjangnya antrian menyebabkan konsumen menjadi malas untuk melakukan transaksi di bank tersebut. akibatnya, bank kehilangan konsumen. oleh karena itu, dibutuhkan suatu pelayanan yang cepat antara lain menentukan jumlah operator yang tepat agar tercapai tingkat pelayanan yang optimal. sebagai salah satu bank, pt bank haga juga mengalami kendala yang sama dalam memaksimalkan pelayanan mereka. tujuan penelitian ini adalah (1) untuk mengetahui kondisi tingkat pelayanan di pt bank haga abdul muis dan pt bank haga cabang daan mogot sehingga dapat diketahui efisiensi kerja yang lebih baik antara pt bank haga abdul muis atau pt bank haga cabang daan mogot; (2) untuk mengetahui total biaya sistem di pt bank haga abdul muis maupun di pt bank haga cabang daan mogot; (3) untuk mengetahui jumlah teller yang optimal untuk meminimasi total biaya sistem dan memaksimalkan tingkat pelayanan; (4) untuk mengetahui model antrian yang diterapkan di bank haga. metode penelitian i. pemilihan model antrian untuk menentukan suatu model yang tepat dalam memecahkan masalah yang terjadi, penulis melakukan pengamatan secara langsung di pt bank haga abdul muis dan pt bank haga cabang daan mogot. pengamatan yang dilakukan sebagai berikut. 1. bagaimana pola kedatangan nasabah dan pola pelayanan pada sistem antrian di pt bank haga abdul muis dan pt bank haga cabang daan mogot. 2. bagaimana pola disiplin pelayanan yang berlaku di pt bank haga abdul muis dan pt bank haga cabang daan mogot, misalnya apakah nasabah yang datang terlebih dahulu akan dilayani terlebih dahulu juga (first come first served). 3. bagaimana jumlah saluran pelayanan yang dipakai, dalam hal ini adalah jumlah teller, apakah tunggal atau banyak. ii. pengumpulan data dalam proses pengumpulan data didapatkan sejumlah data berupa data waktu pelayanan dan data waktu antarkedatangan konsumen. pengambilan data dilakukan selama ± 3,5 jam, dimulai dari pukul 09.30 s.d. 13.00 wib. selain data primer, penulis juga mengumpulkan sejumlah data sekunder yang didapatkan dari wawancara dengan para operator yang bekerja di pt bank haga. alat yang digunakan oleh penulis dalam melakukan pengumpulan data antara lain (1) stopwatch digunakan untuk mengukur waktu pelayanan teller terhadap nasabah dan untuk mengukur waktu antarkedatangan nasabah dan (2) pena dan kertas digunakan untuk mencatat hasil pengukuran data. journal the winners, vol. 4 no. 1, maret 2003: 18-25 20 iii. uji kebaikan suai (test goodness of fit) setelah data dikumpulkan maka langkah selanjutnya adalah melakukan pengolahan data. pengolahan data yang dilakukan adalah melakukan uji kesesuaian bentuk distribusi poisson dan uji distribusi eksponensial. pengujian bentuk distribusi yang dilakukan adalah menguji apakah pola kedatangan konsumen mengikuti distribusi poisson dan apakah waktu pelayanan mengikuti distribusi eksponensial. caranya adalah menggunakan uji kebaikan suai. rumus distribusi poisson sebagai berikut. -λx x! e.λ p(x) = e = bilangan natural dan e = 2,7828 λ = rata-rata tingkat kedatangan x = banyaknya kedatangan rumus distribusi eksponensial sebagai berikut. μt-μe(x)f = t = waktu pelayanan f(t) = probabilitas yang berhubungan dengan t μ = rata-rata tingkat pelayanan sehingga 1/μ = rata-rata waktu pelayanan rumus uji kebaikan suai sebagai berikut. ∑ = = c 1 2 2 ei ei) (fi x i fi = frekuensi observasi ei = frekuensi teoritis iv. evaluasi operating characteristics setelah mengetahui bentuk distribusi sistem, langkah selanjutnya adalah mencari operating characteristic-nya. dari langkah tersebut, dapat ditentukan sebagai berikut. 1. total biaya untuk sistem pelayanan yang berlaku sekarang di pt bank haga abdul muis dan pt bank haga cabang daan mogot. 2. perbandingan sistem pelayanan yang berlaku di pt bank haga abdul muis dengan sistem pelayanan yang berlaku di pt bank haga cabang daan mogot. 3. total biaya untuk sistem pelayanan optimal di pt bank haga abdul muis dan pt bank haga cabang daan mogot. 4. jumlah sistem pelayanan optimal untuk pt bank haga abdul muis dan pt bank haga cabang daan mogot. penentuan jumlah teller yang optimal… (bahtiar s. abbas; raymond) 21 rumus operating characteristics untuk multiple server sebagai berikut. ∑ − = + = 1s 0n sno λ/sμ-1 1 s! λ/μ)( n! λ/μ)( 1 p λ l w qq = w = wq + 1/ μ 2 n 0 q λ/cμ)-(1c! λ/cμ .λ/μ)(p l = l = lq + λ/μ po = probabilita tidak ada pengantri dalam sistem l = jumlah konsumen dalam sistem antrian yang diharapkan lq = panjang antrian yang diharapkan w = waktu menunggu dalam sistem yang diharapkan termasuk waktu pelayanan wq = waktu menunggu dalam antrian yang diharapkan total cost (tc) = (c x bp) + (l x bm) c = jumlah operator bp = biaya pelayanan bm = biaya menunggu v. evaluasi dan analisis berdasarkan hasil pengolahan data maka langkah selanjutnya melakukan evaluasi dan analisis terhadap sistem pelayanan yang berlaku sekarang dengan sistem pelayanan optimal di pt bank haga abdul muis dan pt bank haga cabang daan mogot. tujuannya untuk mengetahui kelemahan yang ada pada sistem pelayanan di pt bank haga abdul muis dan pt bank haga cabang daan mogot berdasarkan total biaya sistem. setelah mengetahui kelemahan yang ada, penulis berharap dengan sistem pelayanan optimal dapat lebih meningkatkan sistem pelayanan yang berlaku sekarang sehingga dapat memberikan keuntungan untuk pt bank haga abdul muis dan pt bank haga cabang daan mogot dan juga meningkatkan kepuasan para nasabah dalam pelayanan khususnya di bagian teller. pada akhirnya dapat ditarik suatu kesimpulan dari pengamatan yang telah dilakukan di pt bank haga abdul muis dan pt bank haga cabang daan mogot yang mungkin berguna bagi pihak pt bank haga serta saran dari penulis yang diharapkan dapat membantu segala kekurangan dari kinerja pt bank haga. journal the winners, vol. 4 no. 1, maret 2003: 18-25 22 pembahasan hasil berdasarkan hasil pengolahan data maka dapat ditentukan tingkat pelayanan dan tingkat kedatangan dari setiap kondisi yang dihitung. hasil pengolahan data tersebut sebagai berikut. 1. untuk pt bank haga abdul muis sebagai berikut. λ = 0,59 orang/menit μ = 0,348 orang/menit 2. untuk pt bank haga cabang daan mogot sebagai berikut. λ = 0,554 orang/menit μ = 0,358 orang/menit berdasarkan hasil pengolahan data tersebut maka dapat ditentukan jumlah teller yang optimal dengan tujuan minimumkan total biaya sistem. sebelum melakukan pengolahan data, harus ditentukan model antrian yang digunakan. berdasarkan pengamatan terhadap sistem pelayanan yang berlaku di bank haga abdul muis dan bank haga cabang daan mogot, dapat disimpulkan bahwa model antrian yang digunakan adalah (m / m / c) : (fcfs / ∞ / ∞). hal itu berdasarkan hal berikut. 1. setiap nasabah yang datang terlebih dahulu ke fasilitas pelayanan akan langsung dilayani sehingga dapat disebut fcfs (first come first served). 2. sumber input (nasabah) tidak terbatas. 3. jumlah teller yang melayani lebih dari 1 orang. 4. waktu antarkedatangan berdistribusi eksponensial yang berarti tingkat kedatangan berdistribusi poisson sedangkan tingkat pelayanan berdistribusi eksponensial. untuk minimasi biaya total sistem, digunakan rumus berikut. tc (c) = (c.bp) + (l.bm) bp = rp. 120,00 / menit bm = rp. 208,00 / menit , bila w > 3 menit bm = rp. 0,00 / menit , bila w ≤ 3 menit berdasarkan hasil tersebut maka secara keseluruhan hasil perhitungan sebagai berikut. 1. jumlah teller optimal pt bank haga abdul muis = 5 orang. 2. jumlah teller optimal pt bank haga cabang daan mogot = 4 orang. pt bank haga abdul muis saat ini menggunakan 8 orang teller dan pt bank haga cabang daan mogot saat ini menggunakan 3 orang teller. berdasarkan hasil perhitungan dapat dilihat adanya penghematan biaya sebagai berikut. 1. untuk pt bank haga abdul muis jika jumlah teller = 8 orang, maka tc = rp. 958,33/menit jika jumlah teller = 5 orang, maka tc = rp. 598,96/menit terjadi penghematan biaya sebesar berikut ini. rp. 958,33/menit rp. 598,96/menit = rp. 359,37 /menit ~ rp. 359,00/menit penentuan jumlah teller yang optimal… (bahtiar s. abbas; raymond) 23 2. untuk pt bank haga cabang daan mogot jika jumlah teller = 3 orang maka tc = rp. 737,60/menit jika jumlah teller = 4 orang maka tc = rp. 479,17/menit terjadi penghematan biaya sebesar berikut ini. rp. 737,60 / menit rp. 479,17 / menit = rp 258,43 / menit ~ rp. 358,00/ menit pembahasan untuk saat ini, pt bank haga abdul muis menggunakan teller sebanyak 8 orang dan pt bank haga cabang daan mogot menggunakan teller sebanyak 3 orang. berdasarkan hasil perhitungan, ternyata total biaya sistem di pt bank haga abdul muis lebih besar dibandingkan dengan pt bank haga cabang daan mogot. hal itu karena jumlah operator yang tidak optimal sehingga terjadi penambahan biaya. untuk jumlah teller di pt bank haga abdul muis dan pt bank haga cabang daan mogot, keduanya saat ini kurang efisien karena hal berikut. 1. berdasarkan pengamatan, tingkat kedatangan di pt bank haga abdul muis cukup tinggi, namun jumlah teller yang bekerja di pt bank haga abdul muis melebihi jumlah yang optimal. tingkat kedatangan di pt bank haga cabang daan mogot juga cukup tinggi, mendekati tingkat kedatangan di pt bank haga abdul muis (λ = 0,59 orang/menit untuk pt bank haga abdul muis dan λ = 0,554 orang/menit untuk pt bank haga cabang daan mogot) sehingga jumlah teller di pt bank haga cabang daan mogot ternyata kurang dari jumlah yang optimal. (jumlah teller pt bank haga cabang daan mogot = 3 orang, jumlah teller pt bank haga cabang abdul muis = 8 orang). 2. tingkat pelayanan di kedua tempat yang masih rendah menyebabkan antrian yang panjang yang menyebabkan semakin tingginya biaya sistem. untuk kondisi pt bank haga cabang abdul muis yang menggunakan teller sebanyak 8 orang, kemungkinan tidak ada pengantri dalam sistem cukup tinggi. akan tetapi, biaya sistem yang dibebankan juga semakin tinggi. berdasarkan hasil perhitungan, jumlah teller yang optimal untuk pt bank haga abdul muis adalah sebanyak 5 orang dan total biaya sistem menggunakan 5 orang teller adalah yang paling minimum. untuk kondisi pt bank haga cabang daan mogot yang menggunakan teller sebanyak 3 orang, kemungkinan tidak ada pengantri dalam sistem cukup kecil sehingga menyebabkan antrian dalam sistem menjadi panjang. antrian yang semakin panjang akan menyebabkan meningkatnya beban biaya menunggu. selain itu, nasabah tidak akan melakukan transaksi lagi karena tingkat pelayanan yang buruk. berdasarkan hasil perhitungan, jumlah teller yang optimal untuk pt bank haga cabang daan mogot adalah sebanyak 4 orang dan total biaya sistem menggunakan 4 orang teller adalah yang paling minimum. journal the winners, vol. 4 no. 1, maret 2003: 18-25 24 penutup simpulan 1. tingkat pelayanan pt bank haga abdul muis lebih rendah (μ=0,348 orang/menit untuk λ=0,59 orang/menit) dibandingkan dengan tingkat pelayanan pt bank haga cabang daan mogot. (μ=0,358 orang/menit untuk λ=0,554 orang/menit). 2. total biaya sistem pt bank haga abdul muis lebih tinggi dibandingkan dengan total biaya sistem pt bank haga cabang abdul muis. 3. jumlah teller yang optimal untuk kondisi pt bank haga abdul muis = 5 orang dan untuk pt bank haga cabang daan mogot = 4 orang. penambahan maupun pengurangan jumlah teller di pt bank haga saat ini menimbulkan penghematan yang cukup besar, yaitu untuk pt bank haga abdul muis = rp. 359,00/menit dan untuk pt bank haga cabang daan mogot = rp. 358,00/menit 4. model antrian yang digunakan oleh pt bank haga abdul muis dan pt bank haga cabang daan mogot adalah (m / m / c) : (fcfs / ∞ / ∞). saran 1. diharapkan pihak pt bank haga menggunakan tenaga kerja yang lebih terampil dengan tujuan lebih meningkatkan pelayanan. hal itu dapat terwujud bila adanya kerja yang baik dari bagian human resources development dalam merekrut tenaga kerja baru. 2. tersedianya operator yang bertugas untuk mengamati kinerja sistem pelayanan pt bank haga secara periodik sehingga dapat diketahui apakah sistem pelayanan yang telah berjalan sudah efisien atau belum. 3. perekrutan jumlah tenaga kerja yang tepat dengan tujuan meningkatkan efisiensi kerja. 4. dilakukan perawatan terhadap beberapa peralatan secara berkala, dengan tujuan agar pekerjaan dapat dilakukan tanpa kesulitan karena adanya kerusakan peralatan. penentuan jumlah teller yang optimal… (bahtiar s. abbas; raymond) 25 daftar pustaka dimyati, tjutju tarliah dan ahmad dimyati. 2002. operation research model pengambilan keputusan. bandung: sinar baru algesindo. mulyono, sri. 2002. riset operasi untuk pengambilan keputusan. jakarta: universitas indonesia. supranto, johannes. 1998. riset operasi untuk pengambilan keputusan. jakarta: universitas indonesia. walpole, ronald e. 1990. pengantar statistika. edisi ke-3. jakarta: pt gramedia pustaka utama. microsoft word 04_haryadi sarjono_model pengkuran produktivitas.doc journal the winners, vol. 2 no. 2, september 2001: 130-136 130 model pengukuran produktivitas berdasarkan pendekatan rasio output per input haryadi sarjono1 abstract objective of this research is to find model which measure productivity. that measuring uses a ratio between effectivity of goal achievement as the certain quality level (output) and efficiency application of available source (input). it is concluded that (1) to increase productivity input and output are variable which must be controlled; (2) increasing productivity can increase competitive power of a company and also can a help a company to have a new investment. keywords: productivity measurement model, input, output, ratio abstrak artikel bertujuan menemukan suatu model yang dapat mengukur produktivitas. model menggunakan rasio antar efektivitas dan pencapaian sasaran sebagai input dan output. disimpulkan bahwa (1) unutk meningkatkan produktivitas, input dan output merupakan variable yang harus dimonitor, (2) kenaikan produksi dapat meningkatkan daya saing dan investasi perusahaan. kata kunci: model pengukuran produktivitas, input, output, rasio 1 staf pengajar, fakultas ekonomi, ubinus, jakarta model pengukuran produktivitas… (haryadi sarjono) 131 pendahuluan kata produktivitas memang telah menggema di indonesia akhir-akhir ini, apalagi dalam ekonomi yang semakin memprihatinkan akibat resesi yang berkepanjangan. usaha terus menerus dilakukan untuk meningkatkan produktivitas dan efisiensi di segala bidang agar ekonomi nasional dapat tetap berdiri tegak. apakah hanya dalam keadaan sulit saja, seperti sekarang ini usaha peningkatan produktivitas baru dilakukan dan mengapa dalam keadaan yang lebih baik seolah-olah dilupakan? seharusnya dalam kondisi baik atau tidak baik, usaha peningkatan produktivitas harus terus dilakukan dan menjadi kebiasaan. tanpa produktivitas, banyak hal mubazir dan konsumtif sehingga akan meningkatan biaya. ada empat perhitungan kelompok yang dapat diasumsikan akan meningkatkan produktivitas. 1. dengan sumber daya yang lebih sedikit, diperoleh jumlah produksi yang sama; 2. dengan sumber daya yang lebih sedikit, diperoleh hasil produksi yang lebih banyak; 3. dengan sumber daya yang sama, diperoleh hasil produksi yang lebih banyak; 4. dengan sumber daya yang lebih banyak, diperoleh hasil produksi yang jauh lebih banyak. masalahnya, bagaimana kita dapat mengetahui bahwa produktivitas, efisiensi, atau efektivitas tersebut naik? untuk itu, diperlukan tolok ukur sebagai pembanding. kita harus melakukan pengukuran dengan tolok ukur tersebut secara berkala kemudian membandingkan hasilnya secara teliti dengan memperhitungkan faktor yang mempengaruhinya pembahasan rasio produktivitas secara teknis, produktivitas merupakan suatu perbandingan antara output dengan input. formula produktivitas dapat dinyatakan sebagai berikut. produktivitas = output = o atau input i = efektivitas menghasilkan output efisiensi penggunaan input ukuran produktivitas tidak sama dengan efisiensi. efisiensi merupakan ukuran dalam membandingkan penggunaan input yang direncanakan dengan realisasi penggunaan masukan. jika masukan yang sebenarnya digunakan makin besar penghematannya maka tingkat efisiensi semakin tinggi. namun, semakin kecil masukan yang dapat dihemat, semakin rendah tingkat efisiensi. pengertian efisiensi lebih berorientasi pada masukan sedangkan masalah output kurang menjadi perhatian utama. journal the winners, vol. 2 no. 2, september 2001: 130-136 132 faktor yang mempengaruhi produktivitas pengukuran hanyalah langkah pertama dalam meningkatkan produktivitas. langkah kedua adalah mengenali faktor yang mempengaruhi produktivitas dan memilih faktor peningkatan yang sesuai pada berbagai situasi tertentu. faktor yang mempengaruhi produktivitas dibagi menjadi dua klasifikasi besar sebagai berikut. 1. faktor eksternal misalnya, peraturan pemerintah, persaingan dari perusahaan lain, permintaan dan konsumen. hal itu semua di luar kontrol perusahaan. dalam beberapa kasus, faktor luar dapat begitu kuat sehingga membuat tidak berartinya langkah manajemen dalam meningkatkan produktivitas. 2. faktor internal a. tenaga kerja misalnya, seleksi dan penempatan, pelatihan, rancangan pekerjaan, struktur organisasi, penyeliaan, penghargaan sasaran (management by objective/mbo), dan serikat pekerja. b. proses proses terdiri dari pemilihan proses, otomatisasi, aliran proses, dan tata letak. c. produk proses terdiri dari riset dan pengembangan, keragaman produk, dan perekayasaan nilai. d. kapasitas dan persediaan misalnya, pembelian bahan, persediaan, dan perencanaan kapasitas. e. mutu mutu sangat berhubungan dengan pernyempurnaan kualitas. metode perhitungan pengukuran produktivitas melalui pendekatan rasio output per input adalah pengukuran yang paling sederhana dan mampu menghasilkan tiga ukuran produktivitas sebagai berikut. 1. produktivitas parsial (partial productivity) sering juga disebut produktivitas faktor tunggal (single factor productivity), yaitu. menunjukan produktivitas faktor tertentu yang digunakan untuk menghasilkan keluaran. faktor tersebut hanya berupa hal berikut. a. produktivitas bahan baku = berdasarkan rasio output terhadap input bahan baku. b. produktivitas tenaga kerja = berdasarkan rasio output terhadap input tenaga kerja c. produktivitas material = berdasarkan rasio output terhadap input material. d. produktivitas energi = berdasarkan rasio, output terhadap input energi. e. produktivitas modal = rasio output terhadap input modal. model pengukuran produktivitas… (haryadi sarjono) 133 rumus produktivitas parsial sebagai berikut. produktivitas bahan baku = keluaran input bahan baku 2. produktivitas multifaktor (multi factor productivity) menunjukan produktivitas output bersih terhadap banyaknya input modal dan tenaga kerja yang digunakan. output bersih (net-output) adalah output total dikurangi output dalam proses produksi. jenis input yang digunakan dalam pengukuran ini hanya faktor tenaga kerja dan modal saja. rumus produktivitas multifaktor adalah sebagai berikut. produktivitas multi faktor = keluaran beberapa masukan 3. produktivitas total (total factor productivity) produktivitas ini menunjukkan produktivitas dari semua faktor yang digunakan untuk menghasilkan output. faktor tersebut adalah bahan baku, tenaga kerja, energi, modal, dan lainlainnya. rumus produktivitas total sebagai berikut. produktivitas total = total keluaran total masukan total produk tenaga kerja + bahan baku + energi + modal produktivitas total juga dapat diukur menggunakan rumus lainnya sebagai berikut. total keluaran produktivitas total = total masukan = penjualan + persediaan tenaga kerja + bahan baku + penyusutan + investasi pengukuran berdasarkan pendekatan rasio output per input dapat menggunakan satuan fisik dari output dan input (ukuran berat, panjang, isi dan lain-lainnya) atau satuan moneter dari output dan input (dolar, rupiah, pound sterling, dan lain-lainnya). contoh pengukuran pt bimo mempunyai data (dalam satuan juta rupiah) tentang output yang dihasilkan selama tahun 2000 sebagai berikut. journal the winners, vol. 2 no. 2, september 2001: 130-136 134 output • total (nilai produksi) = 2400 input • input tenaga kerja (upah dan gaji) = 300 • input material (bahan baku) = 400 • input modal = 500 • input energi (bahan bakar) = 300 • input lain-lain = 200 total input = 1700 produktivitas parsial • produktivitas tenaga kerja = (output / input tenaga kerja) = 2400 / 300 = 8,00 • produktivitas material = (output / input material) = 2400 / 400 = 6,00 • produktivitas modal = (output / input modal) = 2400 / 500 = 4,80 • produktivitas enemanrgi = (output / input energi) = 2400 / 300 = 8,00 • produktivitas input lainnya = (output / input lain) = 2400 / 200 = 12,00 terlihat nilai produktivitas parsial untuk tenaga kerja adalah 8,00 menunjukkan bahwa setiap penggunaan input tenaga kerja sebesar 1 juta rupiah akan menghasilkan output sebesar 8 juta rupiah (karena dihitung dalam jutaan rupiah). demikian pula dengan nilai produktivitas parsial untuk input lainnya, cara mencarinya sama dengan produktivitas tenaga kerja. produktivitas multifaktor produktivitas multifaktor = (output bersih/input tenaga kerja + modal) atau (output total – material dan jasa yang digunakan)/(input tenaga kerja + modal) diasumsikan bahwa pt bimo membeli semua material dan jasa termasuk energi, jasa lainnya seperti pemasaran, periklanan, pengolahan informasi, konsultasi, dan lainnya sehingga diperoleh output bersih = 2400 – (400 + 300 + 200) = 1500 produktivitas multifaktor = 1500 / (300 + 500) = 1500 / 800 = 1,875 nilai produktivitas multifaktor sebesar 1,875 dapat diartikan bahwa setiap penggunaan input tenaga kerja dan modal secara bersama sebesar 1 juta rupiah akan menghasilkan output bersih sebesar 1,875 juta rupiah. model pengukuran produktivitas… (haryadi sarjono) 135 produktivitas total produktivitas total = output total / input total = 2400 / 1700 = 1,41 terlihat bahwa nilai produktivitas total sebesar 1,41 rupiah dapat diartikan bahwa setiap penggunaan input total sebesar 1 juta rupiah menghasilkan output total sebesar 1,41 juta rupiah. contoh produktivitas lainnya. tabel 1 contoh performansi pt abc tbk 1992 – 1995 (dalam jutaan rupiah) keterangan 1992 1993 1994 1995 (1) penjualan (2) harga pokok penjualan (3) = (1) – (2) , laba kotor (4) = (1) / (2), produktivitas 351.743 (220.634) 131.109 1,59 319.554 (233.387) 86.167 1,36 433.944 (268.736) 165.208 1,61 427.539 (267.930) 159.609 1,59 keterangan • data penjualan cenderung naik , berarti tidak ada masalah eksternal • produktivitas cenderung stabil, hanya pada tahun 1993 agak menurun berarti terdapat masalah internal, mungkin berkaitan dengan efisiensi penggunaan sumber daya perusahaan. penutup simpulan 1. penggunaan pengukuran produktivitas berdasarkan rasio output per input adalah yang paling umum dipergunakan karena praktis, sederhana, dan mudah perhitungannya. 2. usaha peningkatan produktivitas dapat dilakukan dengan cara sebagai berikut. • input yang dikurangi, output tetap • input yang tetap, output meningkat • jumlah input yang dikurangi, output meningkat. output harus dilihat dari dua sudut. • mutu atau kualitasnya; • jumlah atau kuantitasnya. journal the winners, vol. 2 no. 2, september 2001: 130-136 136 3. bagi perusahaan, peningkatan produktivitas sangat penting, yaitu menghasilkan barang atau jasa yang lebih baik dengan biaya per unit yang lebih rendah. hal itu akan meningkatkan daya saing perusahaan dalam menunjang perkembangan perusahaan karena dengan peningkatan produktivitas perusahaan akan memperoleh keuntungan untuk invesatasi baru. daftar pustaka gaspersz, vincent. 1998. manajemen produktivitas total, strategi peningkatan produktivitas bisnis global. jakarta: gramedia. sinungan, muchdarsyah. 1995. produktivitas apa dan bagaimana. cetakan kedua. jakarta: bumi aksara. syarif, rusli. 1991. produktivitas. bandung: angkasa. yamit, zulian. 1996. manajemen produksi dan operasi. edisi pertama. yogyakarta: ekonisia fakultas ekonomi uii. microsoft word 07_fauzi solihin_mengenal bank syariah.doc mengenal bank “syariah” lembaga keuangan… (fauzi solihin) 163 mengenal bank “syariah” lembaga keuangan untuk umum fauzi solihin1 abstract the article objective is to compare syariah banking system to common banking system. it is concluded that syariah banking system can be alternative banking system to any body who expect profit sharing as the replacement of common interest mechanism. keywords: syariah bank abstrak artikel bertujuan membandingkan bank syariah dengan bank umum. disimpulkan bahwa sistem bank syariah dapat menjadi suatu alternatif pengembangan usaha dengan cara pembagian laba sebagai pengganti mekanisasi bunga perbankan. kata kunci: bank syariah 1 staf pengajar stie swadaya & fakultas ekonomi, ubinus, jakarta journal the winners, vol. 2 no. 2, september 2001:163-171 164 pendahuluan sebagaimana bank pada umumnya, bank syariah merupakan lembaga keuangan yang usaha pokoknya menyalurkan pembiayaan dan memberikan jasa lalu lintas pembayaran serta peredaran uang namun pengoperasiannya disesuaikan dengan prinsip prinsip syariat islam. perbedaan pokok antara perbankan syariah dengan perbankan konvensional adalah adanya larangan riba (bunga) bagi perbankan syariah sedangkan jual beli (bali’) dihalalkan. dalam pandangan islam uang hanya sebagai alat tukar dan bukan suatu komoditas karena islam tidak mengenal “time value of money”. dengan demikian, dilarang untuk membayar atau menerima bunga dari uang yang dipinjamkan. sebagai pengganti mekanisme bunga, bank syariah melakukan bagi hasil (profit sharing). pembahasan sejarah bank syariah di indonesia bank umum pertama di indonesia yang beroperasi berdasarkan syariat islam adalah pt bank muamalat indonesia tbk sesuai undang-undang no.7 tahun 1992 tentang perbankan yang secara tegas mengatur ketentuan bank berdasarkan prinsip syariah islam. dalam dua tahun terakhir, beberapa bank pemerintah maupun bank swasta mulai beroperasi sebagai bank komersial syariah atau hanya membentuk unit bank syariah. sampai dengan akhir tahun 2001, jaringan bank syariah di indonesia terdiri dari berikut ini. kelompok kp/ubs kc/kpo kcp kk bank komersial syariah 1. bank muamalat indonesia 2. bank syariah mandiri unit bank syariah : 1. bank ifi 2. bank negara indonesia 3. bank jabar bpr syariah 2 1 1 3 1 1 1 81 35 12 23 12 1 10 1 0 4 4 0 0 0 0 0 0 44 38 6 0 0 0 0 0 total 86 47 4 44 keterangan: kp/ubs = kantor pusat / unit bank syariah kc/kpo = kantor cabang / kantor pusat operasional kcp = kantor cabang pembantu kk = kantor kas sumber: bank indonesia mengenal bank “syariah” lembaga keuangan… (fauzi solihin) 165 tujuan bank syariah 1. mengarahkan kegiatan ekonomi umat untuk bermuamalah/beraktifitas secara islami khususnya muamalah yang berhubungan dengan perbankan agar terhindar dari praktik riba atau jenis usaha/perdagangan lain yang mengandung unsur penipuan. 2. untuk menciptakan suatu keadilan di bidang ekonomi dengan jalan meratakan pendapatan melalui kegiatan investasi sehingga tidak terjadi kesenjangan yang amat besar antara pemilik modal dengan pihak yang membutuhkan dana. 3. untuk meningkatkan kualitas hidup umat, dengan jalan membuka peluang berusaha yang lebih besar. 4. untuk menjaga kestabilan ekonomi moneter, melalui aktifitas bank islam yang diharapkan mampu menghindari inflasi dan negative-spread akibat penerapan sistem bunga. 5. menghindari persaingan yang tidak sehat antara lembaga keuangan khususnya bank, serta menanggulangi kemandirian lembaga keuangan dari pengaruh gejolak moneter baik di dalam maupun luar negeri. ciri bank syariah 1. bagi hasil dan keuntungan yang disepakati bersama pada waktu akad perjanjian diwujudkan dalam bentuk persentase bagi hasil dari jumlah keuntungan yang besarnya tidak kaku dan dapat dilakukan dengan kebebasan untuk melakukan tawar-menawar dalam batas wajar. 2. penggunaan presentase tetap dari jumlah kewajiban untuk melakukan pembayaran selalu dihindarkan karena presentase bersifat melekat pada sisa hutang meskipun batas perjanjian telah berakhir. sistem presentase memungkinkan beban bunga semakin tinggi. 3. dalam kontrak pembiayaan proyek, bank syariah tidak menerapkan perhitungan berdasarkan nominal pembiayaan (fixed return) yang ditetapkan dimuka karena pada hakikatnya untung/ ruginya suatu proyek yang dibiayai bank baru diketahui setelah proyek itu selesai. 4. adanya dewan pengawas syariah yang bertugas mengawasi operasional bank dari sudut syariah (hukum islam) 5. ada produk khusus yang tidak terdapat dalam bank konvensional, yaitu pembiayaan tanpa beban yang murni bersifat sosial. produk itu ditujukan bagi orang miskin/sangat membutuhkan untuk kegiatan keagamaan. sumber dana fasilitas ini berasal dari zakat, infak sedeqah, dan pendapatan nonhalal sebagai hasil transaksi dengan bank konvensional yang menetapkan sistem bunga. journal the winners, vol. 2 no. 2, september 2001:163-171 166 keistimewaan bank syariah 1. kesamaan ikatan emosional yang kuat antara pengelola bank dengan nasabah sehingga dalam menghadapi risiko usaha membagi keuntungan secara jujur dan adil. 2. diterapkannya prinsip bagi hasil sebagai pengganti bunga. 3. konsep bank syariah berorientasi pada kebersamaan dalam hal berikut. a. mendorong investasi dan menghambat simpanan yang tidak produktif melalui profit and loss sharing; b. memerangi kemiskinan dengan membina ekonomi lemah melalui bantuan hibah yang diarahkan secara produktif; c. meratakan pendapatan melalui sistem bagi hasil baik yang diberlakukan kepada bank (mudharib) atau kepada pemegang amanah maupun kepada peminjam. perbedaan bank syariah dengan bank konvensional i. sistem bagi hasil 1. penentuan besarnya risiko dibuat pada waktu akad dengan berpedoman pada kemungkinan untung rugi. 2. besarnya rasio bagi hasil didasarkan pada jumlah keuntungan yang diperoleh. 3. jumlah pembagian bagi hasil meningkat sesuai kenaikan jumlah keuntungan. 4. tidak ada yang meragukan keuntungan bagi-hasil. 5. kerugian akan ditanggung bersama oleh kedua pihak terkait. ii. sistem bunga 1. penentuan dibuat pada waktu akad atas dasar proyeksi selalu untung. 2. besarnya bunga tergantung pada jumlah modal yang dipinjam. 3. besarnya bunga tidak terkait dengan tingkat keuntungan usaha. 4. eksistensi bunga diragukan oleh semua agama termasuk islam. 5. bunga tetap dibayar meskipun usaha dalam keadaan rugi. iii. akad (perjanjian) disesuaikan dengan prinsip produk syariah yang dipakai misalnya, produk tabungan dapat saja menggunakan prinsip mudharabah (tidak dapat ditarik kembali untuk jangka waktu tertentu dan pendapatan dalam bentuk bagi hasil) atau menggunakan prinsip wadiah (tabungan yang dapat ditarik sewaktu–waktu dan penabung hanya mendapatkan bonus yang sifatnya tidak mengikat. iv. produk yang dihasilkan produk bank syariah cukup luas bahkan ada produk yang tidak lazim diterapkan pada bank konvensonal, misalnya gadai (rahn) dan sewa/leasing (ijarah). mengenal bank “syariah” lembaga keuangan… (fauzi solihin) 167 v. konsep syariah dalam pendanaan 1. mudharabah kerja sama antara pemilik dana (shahibul maal) dengan pengelola dana dan keuntungan dibagi menurut kesepakatan. 2. wadiah merupakan dana titipan nasabah kepada bank dan nasabah dapat menarik kembali kapan saja dikehendaki namun keuntungan menjadi hak pihak bank. akan tetapi, bank dapat memberikan insentif atau bonus yang besarnya ditetapkan pihak bank. jenis wadiah sebagai berikut. a. wadiah yad amanah barang atau dana titipan tidak dapat dimanfaatkan oleh bank dan bank tidak bertanggung jawab terhadap kerusakan yang mungkin terjadi. b. wadiah yad dhamanah pihak bank, baik dengan atau tanpa izin, dapat memanfaatkan dana titipan untuk dikelola sehingga menghasilkan keuntungan yang akan menjadi milik bank namun bank dapat memberikan insentif kepada nasabah. vi. konsep syariah dalam produk pembiayaan 1. mudaharabah kerja sama antara pemilik modal (shahibul maal) dengan pengelola dana (mudharib) dan hanya boleh menggunakan modal yang diberikan untuk melaksanakan proyek yang telah ditentukan dan pembagian hasil keuntungan sesuai nisbah yang telah disepakati. 2. murabahah perjanjian antara bank dengan nasabah, yakni bank syariah menyediakan pembiayaan untuk bahan baku dan modal kerja lainnya yang dibutuhkan yang akan dibayar kembali oleh nasabah sebesar harga jual bank (harga beli bank ditambah margin keuntungan yang disepakati bersama pada saat jatuh tempo). pembayaran dilakukan dengan cara mengangsur selama jangka waktu yang telah ditentukan. 3. musyarakah perjanjian antara bank dengan nasabah, yaitu pihak bank dan pengusaha secara bersama membiayai suatu usaha/proyek, mengelola bersama atau dengan salah satu pihak atas dasar prinsip bagi hasil sesuai dengan pernyataan. pemilik dana dapat melakukan intervensi dalam manajemen proyek. bila terjadi kerugian dibagi berdasarkan perbandingan modal yang diberikan. journal the winners, vol. 2 no. 2, september 2001:163-171 168 4. salam pembiayaan jual beli, yakni bank memberikan dana lebih dulu terhadap barang (hasil pertanian) yang telah disepakati yang dihantarkan kemudian. dalam transaksi ini terdapat kesepakatan antara 3 pihak terkait, yaitu bank, nasabah a (penjual), dan nasabah b (pembeli). dengan demikian, bank melakukan 2 transaksi pada waktu bersamaan, yaitu pembelian dari nasabah a dan penjualan dengan nasabah b. 5. istishna perjanjian jual beli dan pihak bank membuatkan barang (men-subkan kepada pihak lain) yang dipesan oleh nasabah dengan kriteria tertentu seperti jenis, tipe/model, kualitas, dan jumlah barang. setelah barang jadi, bank menjual barang tersebut kepada nasabah dengan kesepakatan yang telah ditentukan sebelumnya. 6. ijarah perjanjian sewa antara bank selaku lessor dengan nasabah selaku lessee yang memberikan kesempatan kepada penyewa untuk memanfaatkan barang yang disewa dengan imbalan uang sewa sesuai perjanjian serta mengambalikannya kepada pemilik setelah jangka waktu perjanjian berakhir (operating lease); atau terjadi pemindahan hak milik pada akhir sewa angsuran (finance lease) 7. rahn perjanjian penyerahan barang berharga sebagai agunan agar dipenuhinya suatu kewajiban kepada bank (gadai). untuk kendaraan atau properti, cukup dengan menyerahkan bukti kepemilikannya (bpkb, sertifikat). vii. konsep syariah dalam jasa 1. kafalah merupakan pemberian garansi oleh pihak bank kepada nasabah untuk menjamin pelaksanaan proyek dan pemenuhan kewajiban tertentu kepada pihak yang dijamin 2. wakalah perjanjian antara bank dengan nasabah untuk mentransfer dana dari nasabah kepada seseorang di tempat lain, termasuk juga mengeluarkan letter of credit. 3. hawalah perjanjian pengalihan hak dan kewajiban nasabah pihak pertama (piutang) kepada bank sebagai pihak kedua dari nasabah lain pihak ketiga (berhutang). bank melaksanakan pembayaran lebih dahulu atas transaksi yang timbul baik dari jual beli atau transaksi lainnya, setelah hutang piutang tersebut jatuh tempo maka pihak ketiga akan melakukan pembayaran kepada bank (anjak piutang). mengenal bank “syariah” lembaga keuangan… (fauzi solihin) 169 4. sharf sharf merupakan jual beli mata uang asing yang saling berbeda. dari uraian tersebut, bank syariah selalu menunjang sektor riil dan tidak ikut bermain dalam sbi (yang risikonya sangat minim) untuk mendapat margin/keuntungan sebagaimana yang dilakukan bank konvensional saat ini dengan memanfaatkan diskonto sbi yang masih tinggi. perbankan syariah memang tidak diperkenankan bermain sbi maupun transaksi derivatif karena perbankan syariah menekankan pada konsep bagi hasil (profit sharing) ketimbang konsep bunga (konsep keuangan kapitalis) yang digunakan bank konvensional. pada bank konvensional, bunga ditetapkan pada awal perjanjian (akad kredit) atas dasar proyeksi selalu untung. suku bunga tidak terkait dengan tingkat keuntungan usaha bahkan bunga tetap dibebankan pada kondisi usaha rugi sehingga menimbulkan beban bunga berbunga sedangkan pada bank syariah yang ditetapkan hanya nisbah atau rasio pembagian hasil keuntungan usaha. pada dasarnya, ada beberapa jenis sistem perhitungan bagi hasil yang digunakan bank syariah, yaitu profit /loss sharing dan revenue sharing. perbedaan pokok antara kedua sistem tersebut sebagai berikut. 1. profit/loss sharing, yakni besar/kecilnya pendapatan bagi hasil yang akan diterima nasabah tergantung dari besar/kecilnya keuntungan suatu bank. 2. revenue sharing adalah besar/kecilnya pendapatan bagi hasil yang akan diterima nasabah tergantung pada besar kecilnya pendapatan kotor suatu bank. kendala hambatan yang mungkin dirasakan hanyalah pada istilah yang digunakan lebih khas dan berbau “arab”. di sisi lain, telinga dan pikiran kita sudah terbiasa dengan istilah dalam bahasa inggris atau belanda sehingga istilah yang lazim digunakan dalam perbankan syariah menjadi asing atau kurang familiar. penutup simpulan pada hakikatnya, transaksi atau aktifitas bank syariah tidak banyak beda dengan apa yang dilakukan bank konvensional. perbedaan pokok antara perbankan syariah dengan perbankan konventional adalah konsep yang diletakkan sebagai dasar operasional bank. dengan demikian, setiap orang atau siapa saja yang tidak menghendaki bunga dan menginginkan bagi hasil dapat menggunakan bank syariah sebagai sarananya. jadi, bank syariah bukan hanya untuk umat muslim saja melainkan hanya suatu konsep keuangan/perbankan yang dilandaskan pada hukum (syariat) islam. journal the winners, vol. 2 no. 2, september 2001:163-171 170 daftar pustaka antonio m., syafii. bank syariah bagi bankir dan praktisi keuangan. jakarta: bi & tazkia. arifin, zainul. memahami “bank syari’ah”. alvabet jakarta. suyatno, thomas. kelembagaan perbankan. jakarta: pt gramedia. undang undang no.7 tahun 1992 dan no.10 tahun 1998 tentang perbankan. lampiran i. rumus perhitungan bagi hasil (dana) saldo rata rata nasabah ----------------------------x total bagi hasil x nisbah nasabah saldo rata rata produk contoh saldo rata rata dana simpanan/tabungan rp.5.000.000.000, nisbah bagi hasil: bank (45%), nasabah (55%) distribusi pendapatan produk simpanan/tabungan rp.75.000.000, saldo rekening seorang nasabah tercatat sebagai berikut. tanggal: 1 6 21 26 rata rata saldo : rp. 2.000.000,- rp. 10.000.000,- rp. 15.000.000,- rp. 1.000.000,- rp. 8.000.000,- bagi hasil yang diterima nasabah rp. 8.000.000,- --------------------- x rp.75.000.000,- x 55 % = rp. 66.000,- rp.5.000.000.000,- mengenal bank “syariah” lembaga keuangan… (fauzi solihin) 171 ii. ringkasan produk bank syariah vs bank konvensional a. penghimpunan dana no syariah konvensional 1 2 3 wadi’ah yad dhamanah wadi’ah yad dhamanah mudharabah giro tabungan deposito b. penyaluran dana dan jasa no syariah konvensional 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 qardh musyarakah ijarah wa iqtina mudharabah, murabahah mudharabah atau musyarakah bai as salam ijarahmuntahuya bittamlik mudharabah / murabahah hawalah wakalah kafalah wakalah dan hawalah qardhul hasan qardh, bai al dayan wadi’ah amanah rahn sharf dana talangan penyertaan sewa beli (leasing) pembiayaan modal kerja pembiayaan proyek pembiayaan pertanian akuisisi asset pembiayaan ekspor anjak piutang letter of credit (l/c) garansi bank inkasso / transfer pinjaman sosial surat berharga safe deposit box gadai jual beli valuta asing microsoft word 03_haryadi sarjono_metode perhitungan.doc journal the winners, vol. 2 no. 1, maret 2001: 18-24 18 metode perhitungan angka indeks produktivitas menggunakan model marvin e mundel haryadi sarjono1 abstract there are several measures and methods to basically perform the productivity of calculation. marvin e mundel (1978) methods uses calculation approach index number, which is amount that shows the difference change of time between basic period and actual period. the result can be decrease, stabil, or increase. keywords: productivity, index abstrak terdapat beberapa ukuran dan metode untuk menunjukkan perhitungan produktivitas. metode marvin e. mundel menggunakan pendekatan metode perhitungan angka indeks produktivitas, yaitu jumlah yang menunjukkan perubahan mendasar dalam kurun waktu atau periode tertentu terhadap suatu masalah. hasilnya dapat menurun, stabil, atau meningkat. kata kunci: produktivitas, indeks 1 staf pengajar fakultas ekonomi, ubinus, jakarta metode perhitungan angka indeks… (haryadi sarjono) 19 pendahuluan dalam keadaan ekonomi yang makin memprihatinkan banyak perusahaan pabrikasi (khususnya sektor riil) menjadi terpuruk. mereka tidak lagi mengandalkan profit atau laba perusahaan tetapi hanya mengandalkan survive perusahaan saja. untuk menjadi perusahaan yang survive, harus dilakukan efisiensi di segala bidang. perhitungan produktivitas model marvin e mundel (1978) mendasarkan pada angka indeks yang merupakan besaran dan menunjukkan perubahan mendasar dalam kurun waktu atau periode tertentu terhadap suatu masalah. pembahasan konsep dasar 1. efisiensi (doing the things rigths) efisiensi umumnya berhubungan dengan masukan (input), misalnya berdasarkan standar, ditetapkan tingkat output adalah 300 unit/jam/tenaga kerja. seorang operator mesin yang bernama pak joni hanya mampu menghasilkan 200 unit/jam. dalam hal ini tingkat efisiensi dari pak joni adalah sebagai berikut. efisiensi = performansi aktual pak joni/standar yang ditetapkan, yaitu 200/300 = 0,75 atau 75%. dengan demikian agar dapat meningkatkan efisiensi tenaga kerja (operator), keterampilan pak joni dalam mengoperasikan mesin perlu ditingkatkan. 2. efektivitas (doing the right rigths) efektivitas umumnya berhubungan dengan output (keluaran). misalnya berdasarkan rencana pada bulan juni 1999, pabrik xyz akan memproduksi 2000 unit output . setelah proses produksi berlangsung diketahui output aktual yang dihasilkan pabrik hanya 1600 unit. efektivitas = output aktual / output rencana =1600/2000 = 0,8 atau 80%. kadang-kadang orang salah menyebutkan antara efisiensi dengan efektivitas. dalam persoalan di atas sering dikatakan efisiensi perusahaan hanya 80% turun sebanyak 20% dibandingkan target. 3. produktivitas apabila ukuran keberhasilan produksi selama ini hanya dipandang dari sisi output saja maka produktivitas dipandang dari dua sisi sekaligus, yaitu sisi input dan output. dengan demikian, dapat dikatakan produktivitas berkaitan dengan efisiensi penggunaan input dalam memproduksi output (barang atau jasa). produktivitas = output yang dihasilkan input yang dihasilkan journal the winners, vol. 2 no. 1, maret 2001: 18-24 20 = pencapaian tujuan penggunaan sumber daya = efektivitas pelaksanaan tugas efisiensi penggunaan sumber-sumber daya = efektivitas efisiensi metode perhitungan pada dasarnya, perhitungan angka indeks merupakan besaran yang menunjukkan perbedaan perubahan dalam waktu atau ruang mengenai hal tertentu. seperti diketahui bersama bahwa angka indeks telah menjadi patokan untuk menghitung besarnya angka inflasi di indonesia, yaitu indeks harga (konsumen) yang digunakan untuk mengukur perubahan harga sepanjang periode tertentu. selain indeks harga juga dikenal indeks produksi yang digunakan untuk mengukur perubahan produksi perusahaan penghasil produk barang secara fisik. untuk menghitung angka indeks maka harus ada periode tahun dasar atau periode waktu dasar tertentu sebagai pedoman atau patokan membandingkan angka indeks, tahun atau waktu yang akan kita hitung nantinya. hasilnya, apakah naik, stabil, atau menurun. tabel 1 contoh menghitung indeks harga (konsumen) (sadono sukirno, 1994) kelompok barang weight tahun dasar (1980) tahun (1993) harga (rp) harga x harga rp harga x a 50 1,000 50,000 2,000 100,000 b 20 5,000 100,00 11,000 220,000 c 5 5,000 25,000 16,000 80,000 d 25 3,000 75,000 8,000 200,000 100 250,00 600,000 tahun 1980 adalah tahun dasar atau tahun patokan. indeks harga tahun dasar 1980 adalah =100 (digunakan angka 100 adalah asumsi saja untuk mempermudah perhitungan nantinya). indesks harga tahun 1993=(rp 600.00 / rp 250.000)*100 =240. dengan demikian antara tahun 1980 dan 1993 harga telah meningkat sebanyak 140% (dari 240-100). metode marvin e. mundel (1978) memperkenalkan penggunaan angka indeks produktivitas pada tingkat perusahaan berdasarkan tiga bentuk pengukuran sebagai berikut. • p = (jumlah aopm / jumlah ripm) (jumlah aopb / jumlah ripb) metode perhitungan angka indeks… (haryadi sarjono) 21 • p = (jumlah aopm / jumlah aopb) (jumlah ripm / jumlah ripb) • p = (aop 1m + aop 2m / rip 1m + rip 2m +rip 3m) (aop 1b + aop 2b / rip 1b + rip 2b +rip 3b) aop = agregat output partil rip = resource input partial b = tahun dasar m =periode liputan ( pengukuran) rip 1 = input partial dari capital cost rip 2 =input partial dari energi peralatan buruh langsung rip 3 = input partial dari buruh tidak langsung aop 1 = output partial dari dari nilai capital langsung aop 2 = output partial dari biaya buruh langsung aop 3 = output partial dari biaya buruh tidak langsung sebagai cotoh penerapan model mundel, ada data perusahaan xyz yang tediri dari periode waktu seperti di bawah ini. tabel 2 data input dan output pt xyz (vincent gaspers, 1998) no. keterangan tahun 1980 (periode dasar) tahun 1998 1. total output 3000 unit 4000 unit 2. jam tenaga kerja langsung 6000 unit 9000 unit 3. gaji tenaga kerja langsung rp.130 juta rp.149,5 juta 4. depresiasi modal rp.39 juta rp. 45,5 juta 5. nilai buku modal rp. 117 juta rp.234 juta 6. biaya total langsung rp.195 juta rp 247 juta 7. biaya total keseluruhan rp.260 juta rp. 344,5 juta 8. jumlah energi 1000 kw 1200 kw 9. material 9000 kg 13000 kg di dalam data tersebut (tabel 2), apabila ada item lainnya yang perlu ditambahkan atau dikurangi dapat dapat dikonversikan ke dalam satuan moneter (nilai uang) atau satuan fisik lainnya (kg, kw, jam, dan lain-lainnya). perhitungan akan menggunakan rumus mundel yang kedua tetapi rumus mundel yang pertama dan ketiga dapat digunakan sebagai alternatif lain (ketiga–tiganya menghasilkan angka yang sama). • indeks produktivitas tenaga kerja p = (( aopm/aopb) / (ripm / ripb) *100 = (( 4000 / 3000 ) / (9000/6000)) * 100 = 88.89 journal the winners, vol. 2 no. 1, maret 2001: 18-24 22 berarti angka indeks produktivitas tenaga kerja periode 1998 menurun, yaitu 100% sebesar 11,11 (100-88,89) dibandingkan periode dasar ( tahun 1980) yaitu 100. • indeks produktivitas gaji tenaga kerja langsung p = (( aopm/aopb) / (ripm / ripb) *100 = (( 4000 / 3000 ) / (149,5 / 130)) * 100 = 115,94 berarti angka indeks produktivitas gaji tenaga kerja langsung periode 1998 naik sebesar 15,94 % (115,94 – 100) dibanding periode dasar ( tahun 1980) yaitu 100. • indeks produktivitas depresiasi modal p = (( 4000 / 3000) / (149,5 / 130 )) * 100 = 114,29 berarti angka indeks produktivitas depresi modal periode 1998 naik 4,29 % q (114,29 – 100) dibanding periode dasar (tahun 1980) yaitu 100 • indeks produktivitas nilai buku modal p = (( 4000 / 3000) / (45,5 / 39 )) * 100 = 66,65 berarti angka indeks produktivitas nilai buku modal periode 1998 menurun sebesar 33,35 % (100 66,5) dibandingkan periode dasar ( tahun 1980) yaitu 100. • indeks produktivitas biaya total langsung p = (( 4000 / 3000) / (247 / 195 )) * 100 = 105,24 berarti angka indeks produktivitas biaya total langsung periode 1998 hanya sebesar 5,24 % (105,24 100) dibandingkan periode dasar ( tahun 1980 ) yaitu 100. • indeks produktivitas biaya total keseluruhan p = (( 4000 / 3000) / (344,5 / 260 )) * 100 = 100,60 berarti angka indeks produktivitas nilai buku modal periode 1998 hanya naik kecil sekali yaitu 0,60 % (100,60 100) dibandingkan periode dasar ( tahun 1980 ) yaitu 100. • indeks produktivitas energi p = (( 4000 / 3000) / (1200 / 1000 )) * 100 = 111,08 berarti angka indeks produktivitas energi periode 1998 naik sebesar 11,08 % (111,08 100) dibandingkan periode dasar ( tahun 1980 ) yaitu 100. • indeks produktivitas material p = (( 4000 / 3000) / (13000 / 9000 )) * 100 metode perhitungan angka indeks… (haryadi sarjono) 23 = 92,86 berarti angka indeks produktivitas material periode 1998 menurun sebesar 7.14 % (100 – 92,86) dibandingkan periode dasar ( tahun 1980 ) yaitu 100. tabel 3 indeks produktivitas pt xyz no . keterangan tahun 1980 (periode dasar) tahun 1998 perubahan 1 tenaga kerja langsung 100 88.9 turun 11,11 % 2 gaji tenaga kerja 100 115.94 naik 15,94 % 3 depresiasi 100 114.29 naik 14,29 % 4 nilai buku 100 66.65 turun 33,35 % 5 biaya total 100 105.24 naik 5,24 % 6 biaya total keseluruhan(langsung+tidak) 100 100.6 naik 0,60 % 7 jumlah energi 100 111.08 naik 11,08 % 8 materia 100 92.86 naik 7,14 % catatan: 1. angka indeks tahun dasar diasumsikan =100 2. apabila indeks angka tahun pengukuran lebuh dari 100, berarti ada peningkatan (naik) dibandingkan tahun dasar. 3. apabila indeks angka tahun pengukuran kurang dari 100, berarti ada penurunan produktivitas dibandingkan tahun dasar. penutup simpulan 1. dari hasil perhitungan model marvin e . mundel (1978) terlihat ada beberapa data input jumlah kuantitasnya naik (dibandingkan periode dasar) tetapi produktivitas relatif menurun antara lain sebagai berikut. a. jam tenaga kerja langsung turun 11,11 % b. nilai buku modal turun 33 ,35 % c. material turun 7,14 % 2. selain data input di atas, ada juga data input lainnya yang jumlah kuantitasnya meningkat tetapi produktivitasnya juga meningkat antara lain sebagai berikut. a. gaji tenaga kerja langsung naik 15,94 % b. depresiasi modal naik 14,29% c. biaya total langsung naik 5,24% d. biaya total keseluruhan naik 0,60% e. jumlah energi naik 11,08% journal the winners, vol. 2 no. 1, maret 2001: 18-24 24 3. dari hasil perhitungan telihat nilai buku modal mengalami penurunan yang cukup drastis sebanyak 33,35 %. hal itu sebaiknya menjadi perhatian pihak manejemen perusahaan agar diambil tindakan perbaikan sehingga pada periode berikutnya input dari nilai buku modal dapat meningkat produktivitasnya. daftar pustaka gaspersz, vincent. 1998. produktivitas total dalam bisnis globalisasi. jakarta: gramedia. herjanto, eddy. 1997. manajemen produksi dan operasi. jakarta: grasindo. sukirno, sadono. 1994. pengantar makro ekonomi. jakarta: raja-grafiti. tamit, zulian. 1996. manajemen produksi dan operasi. cetakan pertama. yogyakarta: ekonisia, uii. microsoft word 05_trisakti_effect of cash dividend-a2t.docx   36 journal the winners, vol. 16 no. 1, march 2015: 36-43  the effect of cash dividend, retained earnings, and stock price of manufacturing company listed in indonesia stock exchange farah margaretha1; firzitya2 1, 2 management science program, faculty of economics, trisakti university jln. kyai tapa no.1, grogol, jakarta 11440 1farahmargaretha@yahoo.com; farahmargaretha@gmail.com abstract this study aims to determine the effect of cash dividends per share, retained earnings per share, earnings per share, and leverage on the stock price of manufacture industry in indonesia from 2008-2012. research used secondary data in which the source was obtained indirectly through an intermediary medium or data processed from literatures and reports associated with this research. independent variables in this study (x) are cash dividends per share, retained earnings per share, earnings per share, and leverage, while the dependent variable (y) is stock price. the samples used were 23 companies with purposive sampling method. the empirical results of this study indicate that cash dividends per share, retained earnings per share, earnings per share, and leverage has significant effect on the stock price. it is therefore the higher stock price will attract investors to invest their money. hence, companies and investors need to attend cash dividends per share, retained earnings per share, earnings per share, and leverage as factors that affect the increase or decrease of the stock price. keywords: cash dividends per share, earnings per share, leverage, retained earnings per share, stock price abstrak penelitian ini bertujuan untuk mengetahui pengaruh cash dividends per share, retained earnings per share, earnings per share, dan leverage terhadap stock price pada perusahaan manufaktur di indonesia periode 2008-2012. data yang digunakan adalah data sekunder yang merupakan sumber data penelitian yang diperoleh secara tidak langsung melalui media perantara (diperoleh dan dicatat oleh pihak lain) atau data yang sudah diolah sebagai data dari literatur dan laporan yang terkait dengan penelitian. variabel independen (x) yang diteliti adalah cash dividends per share, retained earnings per share, earnings per share, dan leverage, sedangkan variabel dependen (y) adalah stock price. jumlah sampel yang digunakan adalah 23 perusahaan dengan metode purposive sampling. hasil empiris dari penelitian ini menunjukkan bahwa cash dividends per share, retained earnings per share, earnings per share, dan leverage memiliki pengaruh signifikan terhadap harga saham. harga saham yang tinggi akan menarik investor untuk menginvestasikan dananya. oleh karena itu, perusahaan dan investor perlu memerhatikan cash dividends per share, retained earnings per share, earnings per share, dan leverage sebagai beberapa faktor yang berpengaruh pada kenaikan dan penurunan harga saham. kata kunci: cash dividends per share, earnings per share, leverage, retained earnings per share, stock price   the effect of cash dividend …… (farah margaretha; firzitya) 37  introduction according to ebrahimi and chadegani (2011), “the shareholders is one of the important components of the company, therefore their interests should take precedence”. brigham and houston (2010) stated, “each company has one main purpose, namely, to maximize shareholder wealth. if companies want to maximize shareholder wealth, they must know how to determine the well-being”. the company has several departments therein, namely, marketing, accounting, production, human resources, and finance. the task of the finance department is evaluating the decision proposed by the company and assessing whether the decision will affect the stock prices also affect shareholder wealth. gitman and zutter (2015) stated, “financial management has three important decisions that funding decisions, investment decisions and dividend policy decisions. the funding decision is a decision to determine the mix of funding and types of funding used by the company. while the investment decision is a decision to determine the mix and type of assets owned by the company”. ross, westerfield, and jaffe (2008) stated “the dividend policy of the company is determining the amount of money paid to the shareholders, held for the company to be reinvested in profitable projects, or to be stored for use as needed in the future”. dividend policy decision, which is one of three major decisions of financial management, is a topic that is widely studied by researchers, especially in relation to the share price. this is mainly due to the influence that the potential of the dividend policy for the company's stock price (altroudi & milhem, 2013). when the company decided to go public for the first time, there was no stock market prices until the start of the sale of shares in the secondary market. stock price determination is a fundamental decision about the company. investors generally will get the first information about the company through the ipo. the availability of quality information will help investors determine reasonable security prices (margaretha, 2009). investment in the stock market at least has to pay attention to two things, the expected benefits and possible risks. therefore, the capital owners need to have some information related to the dynamics of stock price in order to take a decision on the company's shares to be eligible to choose (margaretha & isni, 2007). previous researchers found that the stock price might be affected by various financial indicators of finance. the financial indicators used in the study include cash dividends per share, retained earnings per share, earnings per share, and leverage (altroudi & milhem, 2013) . joshi (2012) makes the study of the effect of dividends, retained earnings, and stock prices. results show that cash dividends and retained earnings affected the stock price. according to cai and zhang (2011), “when the company is too reliant on the use of debt, an increase in the leverage ratio, this resulted in an effect on future investments and cash flow expected to be received in the future. they found a negative effect of the change in leverage with the stock price”. this study examines the manufacturing company because the number of companies listed in the indonesian stock exchange (bei) is relatively more than the total listed companies, so the researchers are enable to obtain more data. based on this background, the purpose of this study is to analyze the effect of cash dividends per share, earnings per share, retained earnings per share, and leverage of the stock price. dividend policy has attracted a lot of interest for the company's financial researchers for a long time, especially about the relationship between the dividend policy of the company with the stock price (eg. see alam & uddin, 2009). this is mainly due to the influence of the dividend policy potential for the company's stock price. joshi (2012) found an association between dividends, retained earnings, and stock prices. in his research, he found that there is a relationship between dividends and retained earnings to share price.   38 journal the winners, vol. 16 no. 1, march 2015: 36-43  in addition to retained earnings and dividends, earnings per share and leverage are also found associated with stock prices. seetharaman and raj (2011) found a positive relationship between earnings per share of the stock price. while cai and zhang (2011) conducted a study on changes in leverage, debt curve and stock value. they found the conclusion that a change in leverage will send new information to the market about the price of the shares. previous research has found that the variable cash dividens per share has a positive and significant correlation with the stock price. this is in accordance with al-hasan, asaduzzaman, and karim (2013) who found the effect of dividends per share to retained earnings on the stock price. the results show that cash dividends have a positive influence on the stock price. it is the same with joshi (2012) who made the study between the effects of dividends and retained earnings of the stock price. the results show that the stock price is influenced by both. hence, the first hypothesis: h1: there is the influence of cash dividends per share of the stock price. previous research found that the retained earnings per share has a positive and significant relationship to the stock price. this is consistent with al-hasan et al. (2013) who found a link between retained earnings and stock price. they found a positive relationship between the retained earnings of the stock price. it is equal with joshi (2012) who found a link between the retained earnings of the stock price. hence, the second hypothesis: h2: there is the influence of retained earnings per share of the stock price previous research has found that earnings per share had an effect on the closing price of the price of stock companies. according to gordon (1959) who examined the effect of dividend policy and earnings in the company’s stock price. in addition, it is the same with the results of seetharaman and raj (2011) who found a positive relationship between earnings per share of the stock price. therefore, the third hypothesis: h3: there is influence between earnings per share of the stock price. according to bahreini, baghbani, and bahreini (2013) , "leverage has a negative correlation to the stock price. this implies that if the companies increase leverage, then there will be a decline of the stock price”. the same was found by cai and zhang (2011) that there is a negative correlation between changes in leverage to the stock price. therefore, the fourth hypothesis: h4: there is the influence of leverage on stock price. method this study used secondary data obtained indirectly through an intermediary medium (obtained and recorded by other party) or data processed from literature research and reports associated with this research. these data were obtained from the website www.idx.co.id and indonesian capital market directory (icmd). the data were in the form of financial statements of companies listed in the indonesian stock exchange (bei) for five years from 2008-2012. the dependent variable used in this study is the stock price. this variable is the closing price of the company's shares at the end of which can be seen on the website yahoo finance. independent variables used in this study are: (1) cash dividends per share (dps), this variable can be seen on the   the effect of cash dividend …… (farah margaretha; firzitya) 39  website sahamok; (2) retained earnings per share (rps), retained earnings per share can be calculated using the formula: rps ; (1) (3) earnings per share (eps), variable earnings per share is given in the company's financial statements; (4) financial leverage (lev), financial leverage can be calculated using the formula: lev t d t a . (2) analysis was conducted to see the effect of cash dividends per share, retained earnings per share, earnings per share, and leverage on stock price. in this case, the statistical method used is multiple linear regression model. the regression equation in this study using the dependent variable and independent variables price stock, cash dividends per share, retained earnings per share, earnings per share, and leverage. regression models were used, namely: y = α + β1dpsit +β2rpsit +β3epsit+β4levit+ e ; (3) where: y = stock price, α = constant, β1 = cash dividends per share, β2 = retained earnings per share, β3 = earnings per share, β4 = leverage, e = error. t test or partial test ; tests carried out to test the partial regression coefficient with the significance of the influence of each independent variable on the dependent variable to assume other variables are constant. basis for decision making for the partial test are as follows: (a) if the significance < alpha 0.05 then ho is rejected; (b) if the significance > alpha 0.05 then ho is accepted. results and discussion description of data is a brief overview of company data that is used as the object study in this research. the object of this research is manufacturing companies listed in the indonesia stock exchange (bei) from 2008-2012. the amount of the initial samples that met the criteria purposive sampling is 33 times the company with 5 years of the study period to 165 samples, then after adjustment and outlier data test samples meet the company amounts to 23 times the 5 year study period to 115 samples. here is the field of industrial firms used in this study: table 1 table of samples no. industry quantity percentage (%) 1. chemical products 2 8,69% 2. stone, clay, glass, and concrete products 1 4,35% 3. plastic and glass products 3 13,04%   40 journal the winners, vol. 16 no. 1, march 2015: 36-43  table 1 table of samples (continued) no. industry quantity percentage (%) 4. electronics and office equipment 1 4,35% 5. automotive products 4 17,39% 6. pharmacy 3 13,04% 7. adhesive 1 4,35% 8. food and drink 2 8,69% 9. metal products 2 8,69% 10. product purpose 2 8,69% 11. cement 1 4,35% 12. cable 1 4,35% total 23 100% this section presents descriptive statistics of independent variable and the dependent variable. variables used in this study are stock prices, cash dividends per share, earnings per share, retained earnings per share, and leverage. descriptive statistical analysis shows the minimum and maximum values of each variable. the minimum value is the lowest value for each variable, while the maximum value is the highest value for each variable in the study. the mean value is the average value of each variable studied. standard deviation is a distribution of the data used in the study that the data reflect a heterogeneous or homogeneous nature volatile. here is the descriptive statistics of the variables used. table 2 descriptive statistics variable n minimum maximum mean std.deviation stock price 115 38,75 15700,00 2465,0222 3048,77731 cash dividends per share 115 1,00 865,00 94,5959 143,45710 earnings per share 115 8,24 4393,00 421,2555 739,5548 retained earnings per share 115 0,0000510 2,5780790 0,077915559 0,3754720617 leverage 115 0,0212533 0,7639157 0,400481462 0,1865109861 source: secondary data processed based on the results of data processing in the table above, stock price (sp) gained an average of 2465,0222 and a standard deviation of 3048,77731. while the minimum value of the stock price was 38,75 owned by pt arwana citra mulia tbk. in 2009 a maximum value was 15700 owned by pt semen gresik tbk in 2012. the variable cash dividends per share (dps) obtained an average of 94.5959 and a standard deviation of 143.45710. while the minimum value of cash dividends per share was 1 owned by pt akr tbk in 2009 and a maximum value of 865 owned by pt astra international tbk in 2011. the variable earnings per share (eps) gained an average of 421,2555 and a standard deviation of 739,55485. while the minimum value was 8.24 earnings per share owned by pt ekadharma tbk in 2008 and a maximum value of 4393 owned by pt astra international tbk in 2011. the variable retained earnings per share (rps) gained an average of 0,077915559 and a standard deviation of 0,3754720617. while the minimum value of retained earnings per share was owned by pt ekadharma 0.0000510 tbk in 2008 and a maximum value of 2,5780790 owned by pt semen gresik tbk in 2012. the variable leverage (lev) gained an average of 0,400481462 and a standard deviation of 0,1865109861. while the minimum value of 0,0212533 leverage was owned by pt kalbe farma tbk in 2011 and a maximum value of 0,7639157 owned by pt lautan luas tbk in 2011. these results indicate that the stock price can be explained by the variable cash dividends per share, retained earnings per share, earning per share, and leverage. variable cash dividends per share, retained earnings per share, and earnings per share affect the stock price in a positive direction. while   the effect of cash dividend …… (farah margaretha; firzitya) 41  the variable leverage affect the stock price with a negative direction. explanation of each variable as follows. the test results of t-test between cash dividends per share (dps) of the stock price (sp) show the significant value of 0,000, which is smaller than 0,05. this shows that there is influence between cash dividends per share of the stock pice. then based on the regression equation shown that the coefficient for this variable is positive (3,671), so it can be interpreted that the influence exerted by the variable cash dividends per share of the stock price is positive. this shows that the higher the value of cash dividends per share, the higher the stock price of the company. this is in line with altroudi and milhem (2013) who found a positive effect between cash dividends per share of the stock price. the test results of t-test between retained earnings per share (eps) of the stock price (sp) show the significant value of 0,000, which is smaller than 0,05. this shows that there is influence between retained earnings per share of the stock price. then based on the regression equation shown that the coefficient for this variable is positive (7,899), so it can be interpreted that the influence exerted by the variable retained earnings per share of the stock price is positive. which shows that the higher the value of retained earnings per share, the higher the stock price of the company. this is in line with altroudi and milhem (2013) who found a positive effect between retained earnings per share of the stock price. the test results of t-test between earnings per share (eps) of the stock price (sp) show the significant value of 0,002, which is smaller than 0,05. this shows that there is significant effect between earnings per share of the stock price. then based on the regression equation shown, the coefficient for this variable is positive (3,135), so it can be interpreted that the influence exerted by the variable earnings per share of the stock price is positive. this shows that the higher the value of earnings per share, the higher the stock price of the company. this is in line with altroudi and milhem (2013) who found a positive effect between earnings per share of the stock price. similarly, margaretha (2009) found that when earnings per share increased, then the stock price would increase as well. the test results of t-test between leverage (lev) to stock price (sp) show the significant value of 0,001, which is smaller than 0,05. this shows that there is influence between leverage to the stock price. then based on the regression equation shown, the coefficient for this variable is negative (3,373), so it can be interpreted that the influence exerted by the variable leverage against the stock price is negative. this shows that the higher the leverage, the lower the value of the company's stock price. this is not in line with research conducted by altroudi and milhem (2013) who found no leverage to influence the stock price. however, this is in line with cai and zhang (2011) who found a negative correlation between changes in leverage against stock price. table 3 results of t-test variable regression coefficients sig conclusion cash dividends per share 3,671 0,000 significant earnings per share 3,135 0,002 significant retained earnings per share 7,899 0,000 significant leverage -3,373 0,001 significant source: secondary data processed   42 journal the winners, vol. 16 no. 1, march 2015: 36-43  conclusion this study aims to determine how the influence of cash dividends per share, retained earnings per share, earnings per share, and leverage of the stock price. this study used 23 manufacturing companies listed in indonesia stock exchange (bei) during the period 2008-2012. the results of multiple regression analysis show that all the proposed hypotheses are accepted (in the sense that there is the influence of the independent variables on the dependent variable). based on the analysis and discussion that has been done, it can be concluded as follows. first, cash dividends per share have an influence on the stock price. second, retained earnings per share have an influence on the stock price. third, earnings per share have an influence on the stock price. fourth, leverage has an influence on the stock price. moreover, results of this study are expected to be implemented by the financial managers as consideration for increasing the share price and as information for investors. the managerial implications of this research are as follows. for finance manager, the study found that cash dividends per share, retained earnings per share, earnings per share, and leverage have an influence on the stock price. financial managers need to pay attention to these factors if they want to raise the company's stock price. high stock price will attract investors to invest because of high stock prices, and it indicates that the company is a good company. for investors, before deciding to invest their funds in a company, they should consider the various factors that influence the amount of a company's stock price. these factors are cash dividends per share, retained earnings per share, earnings per share, and leverage. so that, the investors know how the state of the company and able to predict the amount of dividends to be received on the capital already invested. references alam, m. m., & uddin, m. g. s. (2009). relationship between interest rate and stock price: empirical evidence from developed and developing countries. international journal of business and management, 4(3), 43–51. retrieved from http://www.ccsenet.org/journal/index.php/ijbm/article/view/217/177 al-hasan, m. a., asaduzzaman, m., & karim, r. al. (2013). the effect of dividend policy on share price: an evaluative study. iosr journal of economics and finance, 1(4), 6–11. retrieved from http://www.iosrjournals.org/iosr-jef/papers/vol1-issue4/b0140611.pdf?id=7841 altroudi, w., & milhem, m. (2013). cash dividends, retained earnings and stock prices: evidence from jordan. interdisciplinary journal of contemporary research in business, 4(12), 585– 599. bahreini, v., baghbani, m., & bahreini, r. (2013). no title. european online journal of natural and social sciences, 2(3), 25–34. retrieved from http://europeanscience.com/eojnss/article/viewfile/332/pdf brigham, e. f., & houston, j. f. (2010). essentials of financial management. singapore: cengage learning asia. cai, j., & zhang, z. (2011). leverage change, debt overhang, and stock prices. journal of corporate finance, 17(3), 391–402. http://doi.org/doi:10.1016/j.jcorpfin.2010.12.003   the effect of cash dividend …… (farah margaretha; firzitya) 43  ebrahimi, m., & chadegani, a. (2011). the relationship between earning, dividend, stock price and stock return: evidence from iranian companies. in international conference on humanities, society and culture, 20 (pp. 318–323). retrieved from http://www.ipedr.com/vol20/62ichsc2011-m20021.pdf gitman, l. j., & zutter, c. j. (2015). principles of managerial finance (14th ed.). united state: prentice hall. gordon, m. (1959). dividends, earnings, and stock price. the review of economics and statistic, 41(2), 99–105. joshi, r. (2012). effects of dividends on stock prices in nepal. nrb economic review, 24(2), 61–75. retrieved from http://www.nrb.org.np/ecorev/pdffiles/vol24-2_art5.pdf margaretha, f. (2009). faktor yang mempengaruhi harga saham pada perusahaan yang terdaftar di bursa efek indonesia. development research of management, 4(2). margaretha, f., & isni. (2007). pengaruh indikator keuangan terhadap harga saham. jurnal ilmiah manajemen bisnis, 7(1), 59–78. ross, s. a., westerfield, r. w., & jaffe, j. (2008). corporate finance (7th ed.). usa: mcgraw-hill. seetharaman, a., & raj, j. r. (2011). an empirical study on the impact of earnings per share on stock prices of a listed bank in malaysia. the international journal of applied economics and finance, 5(2), 114–126. retrieved from http://www.scialert.net/qredirect.php?doi=ijaef.2011.114.126&linkid=pdf sampul 0701-0306.pmd economic, business, management, and information system journal vvvvvolume 7, nomor 1, maret 2006olume 7, nomor 1, maret 2006olume 7, nomor 1, maret 2006olume 7, nomor 1, maret 2006olume 7, nomor 1, maret 2006 issn: 1412 1212 pelindung prof. dr. gerardus polla, m.app.sc. redaktur utama parulian sihotang, ak., m.acc., ph.d. dewan redaksi antonius herusetya s.e., m.m., ak. misbahul munir, ak., mba ir. harjanto prabowo, m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) dr. suroso isnandar, m.sc. (university of abertay, united kingdom) marien van den boom, ph.d. (in holland university, the netherlands) editor dra. endang ernawati, m.lib. titik rahayu s., s.s. hernawati s., s.s sekretariat hery h.m., s.kom. holil angga ferdiansyah alamat sekretariat subcenter publikasi ilmiah bidang ekonomi, center for research and comunnity services, universitas bina nusantara jl. kemanggisan ilir iii no. 45, kemanggisan/ palmerah, jakarta barat 11480 telp. (021) 5327630 ext. 6129 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subcenter publikasi ilmiah bidang ekonomi universitas bina nusantara economic, business, management, and information system journal vvvvvolume 7, nomor 1, maret 2006olume 7, nomor 1, maret 2006olume 7, nomor 1, maret 2006olume 7, nomor 1, maret 2006olume 7, nomor 1, maret 2006 issn: 1412 1212 daftar isi kata pengantar...................................................................................................................................... v indra tjahjani analisis kecenderungan pemakaian portal ‘distribution store’ oleh kawula muda (analysis of portal usage tendency ‘distribution store’ by youngsters)........................................... 1-13 enggal sriwardiningsih; lydia angelia; lisa aulia pengaruh perilaku pembelian mahasiswa terhadap keputusan pembelian komputer notebook di lingkungan mahasiswa binus international (influence of student buying behaviour on notebook computer buying decision in the binus international undergraduate program student)........................................................ 14-25 antonius herusetya; hartiwi prabowo; synthia atas sari analisis pengaruh peminatan terhadap bidang kerja lulusan: studi kasus lulusan program studi s1 manajemen universitas bina nusantara tahun 2000 – 2004 (impact of management program study concentration on graduatied work field: a case study on program study of management bina nusantara university, graduation year 2000-2004)................................................................. 26-43 harjadi sarjono analisis evaluasi kinerja direktorat jenderal bina produksi holtikultura dengan pendekatan balanced scorecard (analysis of performance evaluation of the directorate general of holtikultura production development using balance scorecard perspective)............................ 44-56 retno dewanti analisis pengaruh kebijakan harga tiket dan kualitas kenyamanan terhadap kepuasan pelanggan: studi kasus kereta api argo bromo anggrek jakarta-surabaya (analysis of ticket price regulation influence and pleasure quality on customer satisfaction: a case study of argo bromo anggrek jakarta-surabaya train)...................................................... 57-68 masruroh dampak pengumuman right issue terhadap shareholder wealth di bursa efek jakarta (impacts of the right issue announcement on shareholder wealth in jakarta stock exchange)........ 69-80 hinsa siahaan analisis a debt-for-nature swap sebagai alternatif mengurangi utang indonesia pada luar negeri (analysis of a debtfornature swap as an alternative in reducing the indonesia debt to foreign country)....................................................................... 81-88 cover_vol.11 no.1 maret 2010.fh11 ��������� ���� ������� ��� �� ������ ������������� �������� ����������������������� ��� � �� �� � ������������������� !�"����������������� ��� ������� � �����#�������"�� $ "�� �% �� ����� ��� ������&����'����"�� $ "�� !�' "�� � "�� � ( 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.����!��������+����������������2��������3��������"��/ ���������;; =� ���������� � �2��� � -�����+���������&� ������������ �+�� ��������'�-�'����� !��������������������������+��%�������%���� .������� ��������������&� ������������ �+�� ����&��� ��������&������ ���!��������������������������+��%�������%����/ ���������=� >: microsoft word 08_ciputra_marina_rev2.docx marketing communication strategy …… (marina wardaya) 155  marketing communication strategy through social media to increase children book sales marina wardaya visual communication design department, creative industries faculty of ciputra university uc town, citraland surabaya marina.wardaya@ciputra.ac.id abstract the purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. qualitative research methods with the interpretive paradigm and the phenomenological approach were used in this research. the focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with facebook and twitter to attract consumer’s interest in order to increase children's books sales. the results of this study show that the children's book marketing communication strategies in publisher’s social media are fully and interactively utilized, as seen from the various activities posted on facebook and twitter. as well as the positive response from consumers who show their interest and desire to buy books offered or follow the event being held in order to increase sales. keywords: marketing communication strategy, social media, facebook, twitter, children's books, publishers introduction the growing awareness of parent’s toward pre-school education encourages parents to pay more attention. one of the learning media is the book. children's books with educational elements are developing since the book is seen as a medium of learning. theoretically learning can indeed be started since preschool-aged children that are better known as paud (early childhood education). the children at this age have the characteristics of development that enable them to take the lesson. currently, the children's book publishing market with the elements of education is increasing. many large and small publications are competing to publish various types of children's books with educational elements. it is from children's textbooks to the fairy tale-themed children's books. by the end of 2010, it has been recorded that gramedia has 100 bookstore branches throughout indonesia. the average of each store presents 30 thousand titles of books, both locally and translated. several other major publishing that leads market genre for instance bip and elex media, both are a subsidiary company of the kompas gramedia group (kgg). in the books purchasing, parents as consumers have very important role in a matter of whether a children’s book with the elements of education or not, since the parent’s role as the final decision maker of the purchase. book publisher’s challenge today is quite substantial. besides thepublic reading interest, it is also the digitalization era, which children are more interested in playing gadget than reading the book. companies that specialized in book publishing, especially in children's books, they are required to think and to act effectively and efficiently in attracting consumers to buy children’s books and increase book sales in this digitalized era. the company's success in marketing the product mostly depends on company method in communicating with consumers. communication is the process by which a person (communicator) conveysstimulant to change the behavior of others (arifin, 2006). 156 journal the winners, vol. 17 no. 2, september 2016: 155-163  based on the definition of communication, it can be observed that besides providing information, the communication also gives effect to the communicants to act according to what is expected by the communicator. for an organization or company, communication is appropriately used to deliver messages to customers that related with the brand and the produced and promoted products. the communication used is a marketing communications. this communication has an important role in the process of development and building awareness of a product. kevin keller in (belch & belch, 2011) has stated that managing brand awareness, has become a priority for companies of all sizes, in all types of industries and markets. the development and advancement of the current information technology bring changes in many things especially in terms of communication. communication itself could be interpreted as a form of human interaction that affects each other to one another, whether either intentionally or unintentionally. and it is not limited to the form of communication using verbal language and the other way such as the facial expressions, painting, art and technology as presented by shannon & weaver (cangara, 2012). nowadays, lots of technology that support communication media, one of them is the development of the internet. the internet invention is a major innovation which eventually give seasiness to users as a medium for communication that is efficient, effective, and cheap. kartajaya (2010) has stated that the progress of the current technology makes the marketer activities experienced a functional change where consumers have sufficient information and can compare various offer in a wide variety of similar products. this means that each customer candidates is easier to determine which products that are similar and the best for them. it is becoming one of the shifting roles of consumers that from the once-isolated become the interconnected. besides that the consumers get enough information as a basis for making decisions. social media becomes a platform as a gathering place for individuals to create a group and expand the connections. along with the development of technology, social media presence currently is not only used to communicate with other people, but also to be used as marketing media and online business promotion (hutter, hautz, dennhardt, & füller, 2013). therefore, the researcher examines the children's book marketing communication strategy through social media that related to marketing strategies which attract customers to buy. the purpose of this study is to determine how the marketing communication strategy of children's books through social media in increasing sales. the problem statement in this research that designated as the research subject is how children book marketing communication strategies through social media in increasing sales. methods this research uses the descriptive method. in a descriptive research, the emphasis is data analysis by observing the processes of the occurrence phenomenon. descriptive qualitative research according to mayer and greenwood (silalahi, 2009) simply refers to the identification of properties that distinguish or characteristic of a group of people, objects, or events. this descriptive qualitative research describes the phenomenon of social media as a promotional media. the type of data in this research are interviews (depth interview) in the form of qualitative data, namely data that is in the form of words or verbal statements, opinions, attitudes, marketing communication strategy …… (marina wardaya) 157  motives; trust perceptions, behavior, facts, attributes, and knowledge about social media usage as a children’s book promotional tool on facebook and twitter. the source of the data obtained from the primary data which is obtained from the answers results that given by the speakers from the interview result. the primary data are in the form of statements, interpretation, activities, and observations that are done by the perpetrators of speakers in promoting children’s books. and secondary data is obtained from the experts, literature, library, the bulletins, and the internet which are directly related to information about the use of social media as a means of promotional means. it becomes the object of the research and for the preparation of this research report (moleong, 2014). results and discussions communication is the relationship of contact between and among humans both individuals and groups. in daily life whether it is realized or not, communication is a part of human life itself. since the humans were born, they already communicate with their surroundings. moreover, the communication is also interpreted as relationships or activities that are related to public relations or exchanging thoughts and opinions (widjaja, 2000). according to carl i. hovland (widjaja, 2000), communication studies is systematic effort to explicitly formulate the principles of information delivery as well as the opinions and attitudes formation. hovland definition above shows that the object of communication studies is not only the delivery of information, but also the formation of public opinion, and public attitudes that play a very important role in social life and political life. even in its definition on the meaning of the communication itself, hovland has said that communication is the process of changing the behavior of others or communication is the process to modify the behavior of other individuals (widjaja, 2000). to understand the meaning of communication that can be carried out effectively, communication enthusiasts often cite the paradigm that is proposed by harold lasswell in his work, the structure and function of communication in society. laswell has said that a good way to describe communication is to answer the following questions; who says what in which channel to whom with what effect? (effendy, 2009). according to laswell (in effendy, 2009) paradigm above shows that communication includes five elements which are communicators (communicator, source, sender), message, media (channel, media), communicant (communicate, receiver, recipient) and effect (impact, influence). therefore, based on the laswell paradigm, communication is a message delivering process by the communicator to the communicant through media that cause certain effects (effendy, 2009). it is emphasized that communication has a specific purpose and this purpose is certainly affecting the communicants to act accordingly to what communicators want. communications provide something to others with specific contacts, or by using certain tools. with the communication, people can convey information, opinions, ideas, conceptions, knowledge, feelings, attitudes, actions and so forth to each other on a reciprocal basis, either as a communication sender or receiver. the communication process is essentially a process of delivering thoughts or feelings by a person (communicator) to others (communicant). the mind can be in the form of an idea, information, opinions, and more that occur from his mind. feelings can be in the form of faith, certainty, doubt, fear, anger and so forth that arise from the heart (effendy, 2009). the communication process is divided into two stages; primary and secondary basis. the first stage is communication process in the primary. the primary communication process is the process of delivering thoughts and or feelings to 158 journal the winners, vol. 17 no. 2, september 2016: 155-163  others using an emblem (symbol) as media. the second stage is communication process in secondary. this secondary communication process is the process of delivering a message by one person to another by using a tool or means as a second media after the emblem used as the first medium (effendy, 2009). communication is a process where thinking and understanding delivered between individuals, or between organizations with individuals. marketing is a set of activities in which companies and other organizations transferring the values (exchange) among them with their customers. certainly, the understanding of marketing is more general than marketing communications; however marketing activities involve more on communication activities. when combined, marketing communications represents all the elements in the brand marketing combination, which facilitates exchange by creating a meaning that is distributed to the customer or client (shimp, 2003). marketing communications strategy is different from the communication strategy, the point of difference lies on both objectives. marketing communications strategy has objectives related to the purpose of marketing itself. while the objective of communication strategy itself depends on what the communication strategy and for what purpose. on the other words of the communication strategy is the coverage of marketing communication strategy. marketing communications strategy is different from the political communication strategy. however, both of them are the communication strategy to influence (persuasion) communicant yet with a different purpose (cheung & lee, 2012). kotler and keller have defined that marketing communications as the medium used by companies to inform, persuade, and remind consumers directly or indirectly about the products and brands they sell. in a certain sense, marketing communications represent the brand’s "voice" and as a medium that can be used to initiate a dialogue and building relationships with consumers. the description of the stages that proposed by kotler & keller (2009) are first stages, identify in message recipient target. identification target of the message recipient from children book is the parents’ work as the decision maker in purchasing children's books. the social media as the tool in promoting book, especially in children books can be seen in figure 1. figure1 facebook gramedia pustaka utama (source: facebook.com/gramediapublisher, 2016) the second stage is determining the communication purpose. response determination is part of specifying marketing communications purpose of the children’s book. the cognitive response that company set down the perception in the consumers’ minds about the products of the children’s book as educational books that can help children or develop children’s ability. the publisher is also trying marketing communication strategy …… (marina wardaya) 159  to change the attitude of consumers concerning the children’s book products as something that is essential in the children’s development that is an effective response. the publisher also makes consumers do the actual act as a response to the consumer’s act of purchasing. the third stage is designing message. in developing an effective message, it is delivered by the publisher through twitter and facebook. social media must contain elements of aida (attention, interest, desire, action), which has gained the consumers attentionby giving the message and display the latest preview pictures of the children’s book edition. itcould raise a sense of interest to children's books products by consumers. by posting the latest children's books, it stimulates the consumer’s desire to buy children’s books with preview story, replacing the book cover or the book preface thus finally do the purchasing (action). the example of children’s books in one publisher (gramedia) can be seen in figure 2. figure 2 children`s book of gramedia pustaka utama source: facebook.com/gramediapublisher (2016) next step is choosing communication channels. according to kotler (2007), there are several communication channels namely personal and non-personal communication. communication that is done by the publisher through twitter and facebook is part of the non-personal communication. the messages that have been designed transferred through the twitters and facebook. after choosing communication channels then companies can specify the total budget for communication. how do companies determine the promotional budget? there are four main methods used in formulating the promotional budget. the method is corresponding with the capability, sales presentation method, balance method competition, purposes and method of tasks. deciding the type of marketing communications will help company allocate promotional budget through the variety of promotional tools according to the effectiveness and efficiency. however through social media, publisher does not need to allocate promotional budget through promotional tools because there is almost no cost in delivering the message through twitter and facebook fan page (neti, 2011). the next action that has to be done is measuring the effect that occurs on the message recipient target. that way can be done such as asking directly to consumers related to their memory of which from the delivered message, their intensity in observing the message, the most memorized part of the message, feelings and consumer attitude toward the message. this can be seen from the comments, mention or a tweet done by consumers on facebook or twitters (brison, et al., 2016). 160 journal the winners, vol. 17 no. 2, september 2016: 155-163  then with that data, the company can set up an integrated marketing communication process. any forms of communication that have been done must be planned and integrated into the marketing communications program that carefully integrated. based on the data findings, publisher in running marketing strategy implementation has already designed it carefully (hassan, zaleha, nadzim, & shiratuddin, 2015). the approach technique to affect consumer decision (bruner & pomazal, 1988), one of them is the response stimulus approach technique. this technique is the ideas or knowledge delivery technique of a brand and product to the consumers so that consumers are interested or motivated in making the decision to buy the products delivered. in other words, publishers provide a stimulus in the form of the latest children’s books that they publish, then expecting that consumer to be able to respond positively. for example, a reader who asks the availability of children’s books, then the consumers directed to buy or recommend the similar books. therefore the reader is interested in buying the similar book. it can be seen in figure 3. figure 3 twitter of gramedia matraman (source: twitter.com/gramediamatraman, 2016) the second technique is humanistic approach technique. this technique is using more humane approach technique. in this technique, the purchasing decision is left entirely to the consumers. publishers are simply providing various types of children’s books such as activities book, story books, and coloring book. it provides information about the benefits and the goodness that available on each product. it can be seen in figure 4. figure 4 facebook promotion at gramedia pustaka utama (source: facebook.com/gramediapublisher, 2016) marketing communication strategy …… (marina wardaya) 161  the third technique is the combination technique between stimulus-response and humanistic approach. this technique is the approach technique from the combination of stimulus response and humanistic technique. publisher in dealing with consumers are conditioned to act that allows customers to be motivated to buy, but the purchasing decision are left entirely to the consumers. the example of this technique can be seen in figure 5. figure 5 facebook decision to buy at gramedia pustaka utama (source: facebook.com/gramediapublisher, 2016) the last technique is persuasive communication approach technique. johar (2015) has stated that this technique is a persuasive communication approach technique that uses the aiddas formula a = attention, i = interest, d = desire, d = decision, a = action, and s = satisfaction firstly, the consumers’ attention is needed to be raised toward a product in order to a rise their interest, then improvetheir desire to buy the product. furthermore direct the consumer to take the decision to buy products that suit their needs, with the expectation that the consumers satisfied after purchasing (rowley, 1998). before using the aiddas formula, publishers must do the following steps. the publisher must pay attention to the consumer with an effective and attractive communications approach. then study consumers’ needs, desires, feelings, nature, characteristics and personality in advance. publishers also have to listen to the consumers’ opinions, and then give conviction about the product's benefits that attract his attention. researchers adopt ten principles of effective advertising proposed by o' guinn (agus, 2013) for a better guide to made social media promotional content that is interesting and effective to delivered to the receiver. first, social media have to able to attract the attention of consumers as soon as possible. facebook timeline is the internet pages most visited by consumers. it is started from the posting of social networking consumers themselves, posting fan page, followed by the consumer, until the ad is placed strategically in the facebook timeline. so the facebook posting content should be designed to attract the attention of potential customers quickly. the promotional content shown has to be able to lift the image of the publisher to look positive in the minds of consumers. it is because the entire consumer interactions with the fan-page publisher that can be observed directly by all social networks. then consumers will generally reluctant to comment or give their consent to the publishers’ posting who do not give a positive image to the consumers themselves. the promotional have to look striking. in accordance with the preceding discussion, the facebook timeline is usually full of messages. therefore, the promotional content has to be displayed in a unique visual, particularly well with the symbol, photographs, and images to attract the attention of consumers. 162 journal the winners, vol. 17 no. 2, september 2016: 155-163  when delivering the message, it has focused in conveying the message. a post should submit one or two main messages only if too many messages to be conveyed that would make consumers think too much and obscure the main goal of promotion. do not forget to use colors that are attractive and appropriate. the use of an appropriate color to attract the attention of consumers gives positive vibes, and help to lead the consumers’ perceptions of the issuer or products. for example, the color used for any promotional children's novel is not the same as the color used for the promotion of novel adult content. the promotional have to informative. posts must be able to explain about the product or program being offered by the issuer, or at least convey the vision and image publishers to consumers. it has to be easy to remember. social media posts are good not only stand out among other posts but also easily remembered by consumers. besides being easy to remember, the promotional have to memorable. when consumers understand the products and manufacturers via social media posts, the postings are left a good impression on consumers. the basic idea is ‘shows do not tell’. good social media posts can be understood only through the visual appearance without having to read for the verbal content. verbal content is only used to add information that consumers are interested in knowing more can get more clear information. sometimes they use humor and metaphors. not all the products can be advertised in this way so that the use of humor must be adapted to the context. humor and modality help to keep posting social media becomes more memorable and easily remembered by consumers. conclusions based on the analysis conducted during the research process concerning children’s book marketing communications strategy in social media in an attempt to increase sales can be concluded. children’s book publisher have to perform these marketing communications strategies steps namely identifying message recipient target, determining the purpose of communication, designing message, choosing communication channels, specifying the total budget for communication, deciding the type of marketing communications, measuring communication results, and setting up an integrated marketing communication process. the publisher has also been conducting communication approaches that make consumers especially the publisher follower to affect the desire to buy the book marketed. the publisher also does a variety of marketing such as launching books or promotional activities, discounts, contests and children's books marketing through social media that can boost children's books sales. references agus, h. (2013). komunikasi pemasaran. jakarta: erlangga. arifin, a. (2006). ilmu komunikasi sebuah pengantar ringkas (1st ed.). jakarta: rajawali pers. belch, g. e., & belch, m. a. (2011). advertising and promotion: an integrated marketing communications perspective (9th ed.). mcgraw-hill education. marketing communication strategy …… (marina wardaya) 163  brison, n. t., byon, k. k., & baker, t. a. (2016). to tweet or not to tweet: the effects of social media endorsements on unfamiliar sport brands and athlete endorsers. innovation: management, policy & practice, 18(3). https://doi.org/10.1080/14479338.2016.1237304 bruner, g. c., & pomazal, r. j. (1988). problem recognition: the crucial first stage of the consumer decision process. journal of consumer marketing, 5(1), 53–63. https://doi.org/10.1108/eb008219. cangara, h. (2012). pengantar ilmu komunikasi (2nd ed.). jakarta: pt. raja grafindo persada (rajawali perss). cheung, c. m. k., & lee, m. k. o. (2012). what drives consumers to spread electronic word of mouth in online consumer-opinion platforms. decision support systems, 53(1), 218–225. https://doi.org/http://dx.doi.org/10.1016/j.dss.2012.01.015. hassan, s., zaleha, s., nadzim, a., & shiratuddin, n. (2015). strategic use of social media for small business based on the aida model. procedia social and behavioral sciences, 172, 262– 269. https://doi.org/10.1016/j.sbspro.2015.01.363 hutter, k., hautz, j., dennhardt, s., & füller, j. (2013). the impact of user interactions in social media on brand awareness and purchase intention: the case of mini on facebook. journal of product & brand management, 22(5/6), 342–351. https://doi.org/10.1108/jpbm-05-2013-0299 kartajaya, h. (2010). konsep pemasaran. jakarta: erlangga. kotler, p. (2007). prinsip-prinsip pemasaran (edisi ketiga, jilid 1). jakarta: penerbit erlangga. kotler, p., & keller, k. l. (2009). manajemen pemasaran (13th ed.). jakarta: erlangga. moleong, l. j. (2014). metodologi penelitian kualitatif. bandung: remaja rosda. neti, s. (2011). social media and its role in marketing. international journal of enterprise computing and business systems, 1, 1–15. https://doi.org/10.4172/2151-6219.1000203. rowley, j. (1998). promotion and marketing communications in the information marketplace. library review, 47(8), 383–387. https://doi.org/10.1108/00242539810239543. shimp, t. a. (2003). periklanan promosi (5th ed.). jakarta: erlangga. silalahi, u. (2009). metode penelitian sosial. bandung: refika aditama. widjaja, a. (2000). ilmu komunikasi: pengantar studi (1st ed.). jakarta: rineka cipta. microsoft word 05_perbanas_fangky_rev1.docx   factors affecting the return …… (fangki a. sorongan) 37  factors affecting the return stock company in indonesia stock exchange (idx) lq45 in years 2012-2015 fangki a. sorongan faculty of economics & business, perbanas institute jln. perbanas, karet kuningan, setiabudi. jakarta selatan f.sorongan@perbanas.id abstract this research aimed to determine the effect of partially and jointly independent variable of debt to equity ratio (der), return on equity (roa), return on equity (roe), and net profit margin (npm) against the dependent variable on the stock return. objects of this research were companies listed on the indonesia stock exchange (bei) lq45 continuously for four years in the period 2012-2015. companies that qualify for this research were 28 companies. based on this research, the conclusions indicate that all four independent variables; debt to equity ratio (der), return on equity (roa), return on equity (roe), and net profit margin (npm), either jointly or partially give the significant effect on return stock. keywords: debt to equity ratio (der), return on equity (roa), return on equity (roe), netprofit margin (npm) introduction in early 2016, several industrial sectors show an encouraging increase in growth despite the relatively slow growth rate. in the midst of the current economic slowdown and many issuers decline, market participants are still optimistic about the possibility of improving the performance of listed companies in the future. that is what pushed investor interest as capital market players to collect some issuers indonesia listing on the stock exchange (bei) especially are always included in lq45. investors who invest must make the choice of all instruments existing investments to avoid regret. according to bodie et al., (2009), it can be regarded as an investment destination of choice (trade-off) between return and risk. it will provide a high risk high return and low risk, otherwise, the returns that generated would be too low. one of the financial instruments is the capital market. understanding the stock market according to the capital market law no. 8, 1995, it is an activity concerned with the public offering and trading of securities, public companies relating to securities issuance, as well as institutions and professions related to the effect. the capital market is a market peddle copies of financial instruments (husnan, 2004). in the capital market investment decision, investors need consideration and calculation so that the funds invested is guaranteed to produce profits. investors are hoping for a return of the shares purchased. the rate of return is a major factor because the return is the result obtained from an investment (jogiyanto, 2000). the investors in deciding to buy the stock can use technical analysis to look at a chart or technical indicators such as trading volume or share price. while fundamental analysis that investors can carry out a review, and assessment to measure the performance of companies based on financial ratios. the use of financial ratios in determining the investment policy has been widely used. to analyze the stock returns are fundamental ratio measured by debt to equity ratio (der), return on assets (roa), return on equity (roe), and the net profit margin (npm).   38 journal the winners, vol. 17 no. 1, march 2016: 37-45  research related to stock returns has been done. natarsyah (2002) has stated that the research results in roa and der have significant positive effect on stock returns. manurung (2006) has stated that der has the positive effect on stock returns. while suharli (2005) has stated that the der has no significant effect on stock returns. susanto (2010) has stated that based on the results of his research stating that roe has the positive effect on stock returns, but der have no effect on stock returns. juwita (2013) has stated that based on the results of the study, roe has the positive effect on stock returns. desy (2012) has stated that der has a significant negative effect on stock returns. while heryawan (2013) and astuti (2013) have declared that the npm and roa have the significant effect on stock returns. and lastly, yuliaty (2008) has states that the net profit margin (npm) does not have significant effects on stock returns. therefore, this article tries to determine the influence of debt to equity ratio (der), return on assets (roa), return on equity (roe), and the net profit margin (npm) on stock returns. according to brigham and joel (2006), return equity is the difference between the amount received and the amount invested, and it is divided by amount invested. the results return that obtained from the investment can be the return realization that has already happened or the expectation return that has not happened yet, but it is expected to happen in the future (jogiyanto, 2000). husnan (2004) also has stated that the stock return is the result obtained from an investment. the results of the stock return are either profit or loss. business investment in shares of an investor is always faced with the risk of unforeseen risks. debt to equity ratio (der) is a ratio that compares the debt and equity (husnan, 2004). in the financial management of the company, its goal is to increase the real debt financial performance. firms will have difficulty doing business expansion if only rely on the capital only because it is needed debt. but keep in mind also if the company has a debt that exceeds the risk of capital, the liquidity becomes higher. this ratio is often used by analysts and investors to see how much debt the company when compared to equity held by the company or its shareholders. as the investors, we must also be careful in seeing this der, because if the total debt is greater than the equity, then we need to look further if the current liability or long-term debt is greater. the level of risk the company can be demonstrated by looking at the ratio of der. when the der is lower, then automatically the risk level is also lower and vice versa. the formulation of der can be seen below: (1) return on assets (roa) is a ratio to measure the effectiveness of management in generating profits with the assets available (gitman & zutter, 2015). the greater the total assets of the company, the better. return on assets (roa) is positive if the total assets used for the company’s operating profits can provide. and conversely, the negative roa shows the total assets used do not give profit/loss. the formulation of roa can be seen below: 100% (2) return on equity (roe) is the ratio to measure the return earned on shareholders' investment in the company (gitman & zutter, 2015). roe is very dependent on the size of a company, for example, for the small companies would have less capital, thus it will give the result of smaller roe and vice versa for the large companies. this ratio is often also used to compare two or more companies on good investment opportunities and effective cost management. the formulation of roe can be seen below: 100% 3   factors affecting the return …… (fangki a. sorongan) 39  net profit margin (npm) is a ratio used to measure how much profit earned (husnan, 2004). net income is divided by net income as a percentage. the higher net profit margin would be more effective. so the higher of its net profit, the company will be more effective and healthier. but on the contrary, if the net profit generated by small companies, so the net profit is even smaller that companies can be a loss. so the company will usually compare the net profit margin in several years in a row to analyze whether the revenue is up or down load. otherwise, if the number decreases, we can analyze the revenues are declining or rising and what is the causing of reduced profits. the formulation of npm can be seen below: 100% (4) framework of the relationship between variables debt to equity ratio (der), return on assets (roa), return on equity (roe), and the net profit margin (npm) of the stock return can be seen in following figure. figure research model based on the above conceptual framework (figure), the research hypothesis can be formulated as follows: h1= der, roa, roe, and npm jointly effect on stock returns include in lq45 that listed on the indonesia stock exchange (bei) for the consecutive four-year period from 2012 to 2015. h2= der, roa, roe, and npm partial effect on the stock return of lq45 companies in the indonesia stock exchange (bei) for consecutive four-year period 2012-2015. methods the populations in this article are the companies that included in lq45 consecutively for 4 years in the indonesian stock exchange, year period 2012-2015. the data in this article comes from secondary data that derived from the company's financial statements lq 45 that published in the jakarta stock exchange in particular from indonesian capital market. data analysis methods applied are the multiple linear analysis with the first in the classical assumption test. the regression equation is as follows: y = β0 + β1x1 + β2x2 + β3x3 + β4x4 + e (5) der (x1) roa (x2) roe (x3) npm (x4) stock returns (y)   40 journal the winners, vol. 17 no. 1, march 2016: 37-45  y = stock returns x1 = der x2 = roa x3 = roe x4 = npm β0 = intercept orconstants e = error β1 β2 β3β4 = regression coefficient of each variable der, roa, roe, npm results and discussions data obtained from bei (www.idx.co.id) are respectively included in lq45 for 4 years ie from 2012 to 2015 as many as 28 companies with 112 samples. table 1 descriptive statistics source: processed data (spss statistics 19) according to table 1, it can be seen that the average return of shares amounting to 3,3345 with a standard deviation of 30,73725, and the lowestis -76,24 and the highest reaches 90,84. table 1 shows that during the period 2012-2015, the average value of der is at 1,6437 with the lowest is 0,16 and the highest is 7,52. the average value of roa amounted to 10,9449 with the lowest is 1,69 and the highest reaches 71,51. the average value of roe is equal to 21,6820 with the minimum one is 2,25 and the maximumis 125,81. the average value of npm is equal to 19,2265 with the minimum oneis 2,76 and the maximum is 71,73. before performing the regression model, a series of classic assumption aberration test needs to be done (ghozali, 2013). aberration test classic assumptions areused to determine whether there is multicollinearity, autocorrelation, and heteroscedasticity in the regression model to see if it has a perfect or near perfect linear relationshipwith a high correlation coefficient, or even close to 1. the tests to see the value of tolerance must be greater than 0,10 and the value of inflation factor (vif) is smaller than 10 (priyatno, 2008). tabel 2 test multicollinearity a. dependent variable: returnshm source: processed data (spss statistics 19) n minimum maximum mean std deviation returnshm der roa roe npm 112 112 112 112 112 -76,24 0,16 1,69 2,25 2,76 90,84 7,52 71,51 125,81 71,73 3,3345 1,6437 10,9449 21,6820 19,2265 30,73725 2,13622 9,72313 21,06353 12,27412 model collinearity statistics tolerance vif (constant) der roa roe npm 0,351 0,128 0,146 0,696 2,849 7,803 6,854 1,437   factors affecting the return …… (fangki a. sorongan) 41  according to table 2, it is found that the four variables of tolerance value are more than 0,10 and vif is less than 10. it is concluded that there is no multicollinearity between independent variables. a good regression model should not happen autocorrelation by looking at the durbinwatson value ranging from 1,55 to 2,46 (priyatno, 2008). table 3 test autocorrelation a. predictors: (constat). npm. roa. der. rpe b. dependent variable: returnshm source: processed data (spss statistics 19) based on table 3, it can be seen that the durbin-watson value is 1,676, and it is concluded that there is no trouble autocorrelation. to be able to use techniques heteroscedasticity oftest spearman's rho correlation coefficient by using a significance level is 0,05, priyatno (2008). table 4 test heteroscedasticity unstandardized residual der roa roe npm spearman’s rho unstandardized residual correlation coeficient sig. (2-tailed) n 1,000 112 0,58 0,541 112 0,066 0,489 112 0,101 0,288 112 -0,006 0,950 112 der correlation coeficient sig. (2-tailed) n 0,058 0,541 112 1,000 112 0,547 0,000 112 0,005 0,955 112 0,211 0,025 112 roa correlation coeficient sig. (2-tailed) n 0,066 0,489 112 0,547 0,000 112 1,000 112 0,682 0,000 112 0,106 0,265 112 roe correlation coeficient sig. (2-tailed) n 0,101 0,288 112 0,005 0,955 112 0,682 0,000 112 1,000 112 0,527 0,000 112 npm correlation coeficient sig. (2-tailed) n -,006 0,950 112 ,211 0,025 112 ,106 0,265 112 ,527 0,000 112 1,000 112 **. correlation is significant at the 0,01 level (2-tailed). *. correlation is significant at the 0,05 level (2-tailed). source: processed data (spss statistics 19) based on the results of table 4, the four independent variables generate significant value of more than 0,05 therefore there is no problem with heteroscedasticity. testing multiple linear regression is useful to know the effect of variable rate debt to equity ratio, return on assets, return on equity, and net profit margin on stock returns. model r r square adjusted r square std. error of the estimate durbin watson 1 0,304 0,093 0,059 29,82065 1,676   42 journal the winners, vol. 17 no. 1, march 2016: 37-45  tabel 5 results summary model unstandardized coefficients standardized coefficients t sig collinearity statistics b std. error beta tolerance vif {constant} der roa roe npm -14,551 1,142 0,420 0,054 0,533 6,480 2,237 0,813 0,352 0,276 0,079 0,133 0,037 0,213 -2,246 5,110 5,517 3,152 2,929 0,027 0,011 0,007 0,019 0,006 0,351 0,128 0,146 0,696 2,849 7,803 6,854 1,437 a. dependent variable: returnshm source: processed data (spss statistics 19) from the output results in table 5, it can be formulated the equation multiple regression model as follows: y = -14,551 + 1,142x1 + 0,420x2 + 0,054x3 + 0,533x4 + e (6) y = stock returns x1 = der x2 = roa x3 = roe x4 = npm based on the regression equation above, it can be interpreted that the constant value is -14,551 which means that if the variable der, roa, roe, and npm do not exist, then there is a change in the shares amounted to -14,551. der coefficient (x1) of 1,142 gives the positive effect on stock returns (y), which means that if the variable der increases, it will affect the stock return of 1,142%. roa coefficient (x2) of 0,420 gives the positive effect on the stock returns (y), which means that if the variable roa increases will affect the stock return of 0,420%. roe coefficient (x3) of 0,054 has the positive effect on stock returns (y), which means that if the roe increases, it will affect stock returns of 0,054%. npm coefficient (x4) of 0,533 has the positive effect on stock returns (y), which means that if the variable increases, the npm will affect the stock return of 0,533%. hypothesis testing is done to see how far the simultaneous effect with the same dependent variables affect the dependent variable with test f and test tto determine the effect of the independent variables to partially dependent variable. testing t test is used to determine whether partially independent variables der, roa, roe, and npm affect stock returns. tests using a significance level is 0,05. based on table 5, it can be seen that for the variable der t count equal to 5,110 while t table is 2,273 and a significance level is 0,011. because the value of t count is higher than t table (5,110 > 2,273) and the level of significance is 0,001 < 0,05, it can be concluded that the variable der partially has the significant effect on stock returns. the results of this article are reinforced by research natarsyah (2002) and manurung (2006) which have stated that the variable der has significant positive effect on stock returns, and it is contradicted with the research of suharli (2005) which has stated that the der has no significant effect on stock returns. based on table 5, it can be seen that for roa t count equal to 5,517 while t table is 2,273 and the significance level is 0,007. because the value of t count is higher than t table (5,517 > 2,273) and the level of significance is 0,007 < 0,05, it can be concluded that the roa variable partially has the significant effect on stock returns. the results of this study are reinforced by research of natarsyah   factors affecting the return …… (fangki a. sorongan) 43  (2002), astuti (2013), and heryawan (2013) that have stated that the roa has significant positive effect on stock returns. then, based on table 5, it can be seen that for roe t count equal to 3,152 while t table is 2,273 and the significance level is 0,019. because the value of t count is higher than t table (3,152 > 2,273) and the level of significance is 0,019 < 0,05, it can be concluded that the roe partially has significant effect on stock returns. the results of this study are reinforced by research of susanto (2010) and juwita (2013) which have stated that the roe has significant positive effect on stock returns. based on table 5, it can be seen that for npm variable t count equal to 2,929 while t table is 2,273 and a significance level is 0,006. because the value of t count is higher than t table (2,929 > 2,273) and the level of significance is 0,006 < 0,05, it can be concluded that the npm variable partially has the significant effect on stock returns. the results of this study are reinforced by the research of heryawan (2013) and astuti (2013), which have stated that the npm significant positive effect on stock returns. however, this study is not consistent with research yuliaty (2008) which has stated that the net profit margin (npm) does not significantly affect stock returns. analysis of variance (anova) is used for testing the f test how significant influence of independent variables (der, roa, roe, npm) altogether may affect stock returns. tests using a significant level of 0,05. it can be seen in table 6. table 6 f test (anova) model sum of squares df mean square f sig regression residual total 9718,375 95152,012 104870,388 4 107 111 2429,594 889,271 2,732 0,033a a. predictors: (constant), npm,roa, der, roe b. dependent variable: returnshm source: processed data (spss statistics 19) in testing the f test, it can be tested by looking at the value of f count > f table and a significant level are < 0,05. based on table 6 that obtained f count equal to 2,732 > 2,457 with significantly is 0,033 < 0,05. so it can be concluded and proved that the independent variable der, roa, roe, and npm altogether significantly have the affect on stock returns that included in lq45 in the indonesia stock exchange respectively for the period 2012-2015. conclusions based on the analysis and data as well as testing and discussion, this study results in several conclusions. the results are the t-test can be concluded that the independent variable of debt to equity ratio (der), return on equity (roa), return on equity (roe) and net profit margin (npm) partially prove significant effect on stock returns of companies included in lq45 row participated during the four-year period from 2012 to 2015. also, based on the test results f can be concluded that the independent variable of debt to equity ratio (der), return on equity (roa), return on equity (roe), and net profit margin (npm) jointly give significant effect on stock returns are lq45 entry in a row during the 4-year period from 2012 to 2015.   44 journal the winners, vol. 17 no. 1, march 2016: 37-45  based on the research results and conclusions, it is suggested that there are many more variables that can be examined using the ratio of financial report that could affect stock returns in addition to the variable of debt to equity ratio (der), return on equity (roa), return on equity (roe), and net profit margin (npm). another ratio includes variable eva, capm, eps, per. for investors before deciding to buy shares should be supported by fundamental analysis by examining the performance of the company. in order to obtain the maximum return should also be considered factors such as debt to equity ratio (der), return on equity (roa), return on equity (roe), and net profit margin (npm). references astuti, f. (2013). analisis pengaruh kinerja keuangan terhadap return saham pada perusahaan manufaktur yang terdaftar di bursa efek indonesia. surakarta: universitas muhammadiyah. bodie, k., & marcus, j. a. (2009). investment. 8th ed. mcgraw-hill. brigham, e. f., & joel, f. h. (2006). dasar-dasar manajemen keuangan (10th ed). jakarta: pt salemba empat. desy, a. (2012). analisis faktor – faktor yang mempengaruhi return saham (kasus pada perusahaan manufaktur yang go public di bei periode tahun 2005-2009. jurnal ilmu manajemen dan akuntansi terapan, 3(1), 1-15. ghozali, i. (2013). aplikasi analisis multivariat dengan program ibm spss 21. 7th ed.semarang: universitas diponegoro. gitman, l. j., & zutter, c. j. (2015). principles of managerial finance (14th ed). new jersey: pearson. heryawan, h. (2013). analisis pengaruh earning per share (eps), net profit margin (npm), dan return on asset (roa), terhadap return saham perusahaan sektor asuransi di bursa efek indonesia. jakarta: uin. husnan, s. (2004). manajemen keuangan teori dan penerapan (keputusan jangka pendek). yogyakarta: bpfe. jogiyanto. (2000). teori portofolio dan analisis investasi (2nd ed). yogyakarta: bpfe. juwita, c. (2013). pengaruh variabel roa, roe, der, eps dan per terhadap return saham perusahaan non bank lq45 periode 2010-2012. unpublished master's thesis. malang: universitas brawijaya. manurung, a. (2006). kinerja saham perbankan: penelitian empiris di bej periode 19982003. finance and banking journal, 8(1). natarsyah, s. (2002). analisis pengaruh beberapa faktor fundamental dan resiko sistematik terhadap harga saham kasus industri barang konsumsi yang go-publik di pasar modal indonesia. bunga rampai kajian teori keuangan. yogyakarta: bpfe. priyatno, d. (2008). belajar olah data dengan spss 17. yogyakarta: andi offset.   factors affecting the return …… (fangki a. sorongan) 45  republik indonesia. (1995). undang-undang republik indonesia nomor 8 tahun 1995 tentang pasar modal. sekretariat negara. jakarta. suharli, m. (2005). studi empiris terhadap dua faktor yang mempengaruhi return saham pada industri food & beverages di bursa efek jakarta. jurnal akuntansi dan keuangan, 7(2), 99116. susanto. (2010). tesis; analisis faktor-faktor yang mempengaruhi return saham industri perbankan di bei. master's thesis. batam: universitas terbuka. yuliaty, e. (2008). pengaruh per, pbv, npm, gpm, dan der terhadap return saham periode pengamatan 2001-2005. jurnal ekonomi dan bisnis, 13(2), 54-59. cover_vol.10 no.1 maret 2009.fh11 ��������� ���� ������� ��� �� ������ ������������� �������� ����������������������� ��� � �� �� � ��������������� ���!"�#����������������� ��� ������� � �����$�������#�� % #�� �& �� ����� ��� � ����'����(����#�� % #�� "�( #�� � #�� � ) $*���+���$*��#�� "�( #�� � $�(��'����(�����(�,�� *�#�� % #�� � ��������-����#�� �. #�� �� '��������,�������#�� % #�)�#�� �����/)&& 0 !���� ����� *���#�� $ #�� � �� ����1��� �������#�� � !����-��.��2�-�#�� % #�� � ���� ����� �� .��3 ��� �!��*�����.��2�-��/����������������0 .��3 �)� ��+�����������#��)#�.1� �/�����������.��&�����0 �� �%�4����)&1(� �"��&����/����������������0 �� �!������������/����0 �� �!���3���(����/����0 �� ���1����)� ������1#�.1 ��/.���� ��������������0 �� �% ����,���� �#�� � �/������������.��&�����0 �� ��(���!�������1����#�� �& /.���� ��������������0 %�-�����(� 1��#�.1 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����������� �> '����������(�� �����( ��� ��/+�0�"��� ��� ���� �� � .��4���1�2�2���,�������2������1� �,�.�(���1������� ��.���������.���� ���� ,� ��.�����1��������3����� ������ ���� �����!�)��5����1��!����������������!� ������ � ���2�5������� �3����� ���3� ��� ���� ����)�� ��!� ����������� <: ���%���% ���+��% ����1� �� ���� ���"��������"��*��,� ��.�����1��������3������ ���%��,����������� ��������#� ����������� ��4�����2����3� ��� ���� ����)�� ��!�� ������� �+*������!� ���������<< 9� ���(�� ����%�!��� ���+�� �����/+�0���%�������/�� � "�����2�������� ��(�4���������������������������� ���1� �,���������������� �����������)��(�� ������� ���1���� ����6� ��"�!� �����7 � ��!��2�6�� ���)��� �������� ��!��2��� ����� ����!������0��) �� ���������9: >> microsoft word 06_engelwati_rev2 comparative analysis of conventional …… (irma nadia erena; engelwati gani) 133  comparative analysis of conventional method with activity based costing in pt mulia sejati gallery irma nadia erena1; engelwati gani2 1,2accounting department, faculty of economic and communication, bina nusantara university jln. k.h. syahdan no 9, palmerah, jakarta barat, 11480 1nadiaerene06@gmail.com; 2engelwatig@binus.ac.id abstract the goal of this research was to provide readers the information about the calculation methods, both traditional and activity-based costing in the application of the cost of production. the method used in this research was the qualitative method. the analysis was done by calculating the amount of the production cost using the traditional system and the magnitude of the production cost when using the activity-based costing system. the amount of each acquisition was then performed into data analysis. the results achieved are massive distortion between the calculations using traditional systems and activity based costing system. the conclusions of the whole thesis are activity-based costing system is considered more relevant than traditional systems that are currently used by the company. keywords: management accounting, activity based costing, conventional accounting introduction problem formulations in this research are the company's production process, calculation of the production cost that is carried out by the company, the calculation of the production cost when using activity based costing, the comparison between the two methods, and reconciliation. figure 1 explains the activity in one company based on the cost. figure 1 activity based costing marble manufacturing industry cost free trade area management accounting  134  journal the winners, vol. 17 no. 2, september 2016: 133-142  the goals of this research are to know how to calculate the production cost of marble products that made by the company, the calculation of production cost if using activity-based costing system in the product that made from marble with the type of common (travertine and empire beige), limited (opera vaticano and golden venatino), and exotic (statuario and potoro gold), and the difference in costs incurred both. application of activity is based on costing in a textile company in pakistan. the case study is an international journal that discussed the determination of activity-based costing system in a textile company in pakistan. that journal is organized in islamabad (capital of pakistan) in 2013 which is made by godil that discusses the implementation of the activity-based costing system in the textile industry. research on this journal is performed to facilitate the public in setting the cost of production in the textile industry that is now starting to bloom in pakistan. it produces the cost of production in the textile company that studies and shows the company wants to compete in price, determine the cost of production, as well as the advantages and disadvantages of this system which is really needed. according to atkinson, et al., (2012) the description of the cost is as follows: "the monetary value of goods or services issued to benefit present or future. therefore, while the cost reflects the outflow of sources such as cash or financial commitment to pay in the future. the cash outflow brings benefits that can be used to make products that can be sold to generate a cash benefit ". carter (2009) has defined cost as an exchange, expenses, or sacrifices that are made to ensure the acquisition of the benefits. dunia and wasillah (2012) have suggested that the cost of production is the costs incurred in connection with manufacturing activities. the cost of production is divided into three broad categories, namely direct material, direct labor, and manufacturing overhead. while hansen and mowen (2007) have defined the traditional methods of calculating the production cost by cost charging function of direct materials and direct labor using direct search. overhead costs, on the other hand, is charged by using a driving element and allocation. according to garrison, noreen, and brewer (2013), in the traditional accounting, all expenses are charged to production costs even products cost that is not caused by products. for example, some wages for the security of the plant will be located on the product even though the wages of security guards is completely unaffected whether the firm produces or not. horngren, et al., (2007) have defined the activity based costing by identifying individual activities as the fundamental cost objects. an activity is an event, task, or a unit of work with the specific purpose. it means that activity based costing is a purification system costs by identifying the individual activities as the fundamental cost objects and activities are undertaken in the form of an event, a task, or work unit with a specific goal. according to garrison, norren, brewer (2013), it is activity based costing that method is designed to provide cost information for managers to strategic decision-making and other decisions that affect the capacity and fixed costs. weygandt, kimmel, kieso (2010) have defined that activity based costing is a cost accounting system that focuses on the activities performed in the specific manufacturing a product that can be interpreted as activity basedcosting that system exists in cost accounting. it focuses on the activities conducted in the manufacturing process of a product. methods the method used is the qualitative method that uses primary data as a reference. primary data is obtained directly from the company related to the documents concerning production processes and documents relating to the calculation of the cost of production that carried out by the company and other supporting documents on the website of the company. the collection method to obtain these data is carried out as follows (1) library research by collecting the required information or data related to comparative analysis of conventional …… (irma nadia erena; engelwati gani) 135  the topics discussed. (2) field research by conducts researches to obtain information directlyby visiting the company. field research can be done by observation, interview, and re-performance. results and discussions figure 2 shows the production process within the company. it can be seen that the process consists of three stages, namely the initial stage, processing stage, and final stage. figure 2 production process table 1 shows the method calculation that is used by the company (traditional). table 1 cost of phone bills, water, electricity and property tax in 2013 phone bills per year 24% 21% 17% 15% 13% 10% 100% travertine empire beige opera vaticano golden venatino statuario potoro gold total rp25.252.049 rp22.095.543 rp17.886.868 rp15.782.531 rp13.678.193 rp10.521.687 rp105.216.870 electricity billper year 24% 21% 17% 15% 13% 10% 100% travertine empire beige opera vaticano golden venatino statuario potoro gold total rp236.366.208 rp206.820.432 rp167.426.064 rp147.728.880 rp128.031.696 rp98.485.920 rp984.859.200 water bill per year 24% 21% 17% 15% 13% 10% 100% travertine empire beige opera vaticano golden venatino statuario potoro gold total rp125.702.592 rp109.989.768 rp89.039.336 rp78.564.120 rp68.088.904 rp52.376.080 rp523.760.800 property tax per year 24% 21% 17% 15% 13% 10% 100% travertine empire beige opera vaticano golden venatino statuario potoro gold total rp3.228.000 rp2.824.500 rp2.286.500 rp2.017.500 rp1.748.500 rp1.345.000 rp13.450.000 136  journal the winners, vol. 17 no. 2, september 2016: 133-142  the allocation of costs is charged by percentage of each product; that will be included in the calculation of factory overhead. it becomes the important thing to do, where company allocates detail costs which actually happen then charged to each product. table 2 calculation of the production cost that is used by the company (traditional) marble cost production   statuario potoro gold opera vaticano golden ventino travertine empire beige direct cost production marble cost production rp9,782,690,080 rp10,987,655,700 rp9,876,549,500 rp10,712,675,770 rp9,234,957,000 rp10,563,004,500 import taxes (has import identification number) rp244.567.252 rp274.691.393 rp246.913.738 rp267.816.894 rp230.873.925 rp264.075.113 total of direct raw material rp10.027.257.332 rp11.262.347.093 rp10.123.463.238 rp10.980.492.664 rp9.465.830.925 rp10.827.079.613 direct labor total of direct labor rp110.635.200 rp85.104.000 rp144.676.800 rp127.656.000 rp204.249.600 rp178.718.400 overhead factory cost of lab marble rp58.216.400 rp62.111.900 indirect raw material: pigment rp33,218,450 rp39,867,800 netting rp50,916,812 rp49,800,350 rp52,711,980 rp50,867,400 rp54,927,450 rp51,254,800 eppoxy rp43.672.450 rp48.679.800 rp44.219.800 rp49.990.750 rp43.849.000 rp47.980.600 resin rp62,234,560 rp61,960,800 rp62,876,500 rp61,411,250 rp62.914.700 rp60,509,200 peeled stone rp21.960.800 rp24.356.800 rp22.897.650 rp25.490.110 rp23.987.000 rp27.943.800 coating rp42.567.400 rp49.861.120 rp45.527.600 rp48.870.900 rp45.897.200 rp49.800.700 indirect labor rp214.798.740 rp165.229.800 rp280.890.660 rp247.844.700 rp396.551.520 rp346.982.580 pemeliharaandanperbaikanmesin rp50.112.150 rp48.716.890 rp52.112.650 rp50.275.600 rp57.216.000 rp53.187.000 machine depreciation rp18.987.611 rp16.980.950 rp20.055.170 rp19.170.600 rp24.145.800 rp20.170.600 wisting(20% from raw material) rp2.005.451.466 rp2.252.469.419 rp2.024.692.648 rp2.196.098.533 rp1.893.166.185 rp2.165.415.923 wastewater treatment plant rp36.211.456 rp36.540.312 rp38.251.211 rp34.875.400 rp40.821.000 rp36.987.000 property tax rp2.198.200 rp2.145.190 rp2.286.500 rp2.017.500 rp3.228.000 rp2.824.500 factory depreciation rp23.976.800 rp19.386.500 rp25.211.450 rp21.245.800 rp27.430.900 rp25.325.420 factory electricity rp128,031,696 rp98,485,920 rp167,426,064 rp147,728,880 rp36,366,208 rp206,820,432 factory water rp68.088.904 rp52.376.080 rp89.039.336 rp78.564.120 rp25.702.592 rp109.989.768 telephone rp13.678.193 rp10.521.687 rp17.886.868 rp15.782.531 rp25.252.049 rp22.095.543 vehicle maintenance rp31,435,670 rp29,856,700 rp35,761,400 rp33,217,650 rp37,814,700 rp35,911,300 vehicle depreciation rp32.423.500 rp29.879.850 rp37.245.780 rp33.421.160 rp42.453.000 rp39.876.200 equipment and supplies rp5.567.800 rp5.112.560 rp5.219.870 rp4.870.200 rp7.243.500 rp7.723.000 jagrak (penyanggamarmer) rp39.265.700 rp42.380.900 rp36.780.900 rp32.398.420 rp42.850.000 rp39.761.800 marble maintenance rp38.691.100 rp41.267.800 rp25.230.800 rp22.460.800 other overhead rp57.214.500 rp57.089.700 rp58.265.550 rp54.378.900 rp67.987.200 rp66.708.000 total overhead of factory rp3.078.920.358 rp3.245.078.828 rp3.144.590.334 rp3.230.981.204 rp2.259.804.004 rp3.417.268.166 cost of production rp13,216,812,890 rp14,592,529,920 rp13,412,730,372 rp14,339,129,868 rp2,929,884,529 rp14,123,066,178 volume of production 1.745 m2 1.771 m2 3.136 m2 2.948 m2 27.989 m2 21.611 m2 cost of production/m2 rp7574105/m2 rp8239712/m2 rp4277019/m2 rp4864020/m2 rp461963/m2 rp667395/m2 as it can be seen in table 2, the cost of goods sales of pt msg does not look proportional. it happens because the company only uses cost driver which is production volume to divide the total costs. this is less proper for some of the cost elements should be used as a cost driver; such as indirect labor costs, machinery depreciation costs, property taxes, and other similar fees. this occurs cost of distortion. adjustment of the traditional method can give benefit for the growth of the company. activity-based costing can be used to correct the distortion cost which occurs by the conventional method. comparative analysis of conventional …… (irma nadia erena; engelwati gani) 137  table 3 calculation pool rate per products 138  journal the winners, vol. 17 no. 2, september 2016: 133-142  table 3 calculation pool rate per products (continued) calculation of overhead costs by cost categories, it is starting with counting the pool rate = total overhead cost: cost driver. table 4 production cost of activity based costing system of common marble type marmer common : travertine marmer common : empire beige perhitungan overhead kelompk 1 perhitungan overhead kelompok 1 pool rate rp102.397 x volume produksi 27989 = rp.865.984.324 cost driver rp102.397.00 x volume produksi 21611 = rp2.212.897.468 perhitungan overhead kelompk 2 perhitungan overhead kelompk 2 pool rate rp100.719 x luas pabrik 2880 = rp290.070.230 cost driver rp100.719 x luas pabrik 2520 = rp253.811.452 perhitungan overhead kelompk 3 perhitungan overhead kelompk 3 pool rate rp3.486 x jumlah pengiriman 25750 = rp89.761.021 cost driver rp3.486 x jumlah pengiriman 19018 = rp66.294.179 perhitungan overhead kelompk 4 perhitungan overhead kelompk 4 pool rate rp34.366 x jam tenaga kerja langsung 11052 = rp379.808.600 cost driver rp34.3666 x jam tenaga kerja langsung 10584 = rp363.725.500 perhitungan overhead kelompk 5 perhitungan overhead kelompk 5 pool rate rp5.059 x jam mesin 13991 = rp70.784.017 cost driver rp5.059 x jam mesin 12242 = rp61.935.583 total overhead pabrik rp3.696.408.193 total overhead pabrik rp2.958.663.981 based on table 2, table 3, and table 4, it is known that the company is still using conventional methods. an overview of the amount of the production cost of each species using the calculations made by the company is as follows (1) common marble type consists of travertine = comparative analysis of conventional …… (irma nadia erena; engelwati gani) 139  rp461.963/m2 and empire beige = rp667.395/m2. (2) limited marble type consists of opera vaticano = rp4.277.019/m2 and golden venatino = rp4.86402 million/m2. (3) exotic marble type consists of statuario = rp7.574.105/m2 and potoro gold = rp8.239.712/m2. table 5 production cost of activity based costing common type production cost of activity based costing of common marble type travertine empire beige direct cost production rp9.468.830.925 rp10.827.079.613 total of direct labor rp204.249.600 rp178.718.400 total of overhead rp3.696.408.193 rp2.958.663.981 production cost rp13.369.488.718 rp13.964.461.994 production volume 27.989 m2 21.611 m2 production cost/m2 rp477.669/m2 rp646.174/m2 table 6 production cost of activity based costing system of limited marble type marmer limited : opera vaticano marmer limited : golden venatino perhitungan overhead kelompk 1 perhitungan overhead kelompok 1 pool rate rp850.520 x volume produksi 3136 = rp.2.667231035 pool rate rp850.520 x volume produksi 2984 = rp2.537.951.980 perhitungan overhead kelompk 2 perhitungan overhead kelompk 2 pool rate rp101.824 x luas pabrik 2040 = rp207.720.257 pool rate rp101.824 x luas pabrik 1800 = rp183.282.579 perhitungan overhead kelompk 3 perhitungan overhead kelompk 3 pool rate rp37.814 x jumlah pengiriman 2101 = rp79.446.581 pool rate rp37.814 x jumlah pengiriman 1592 = rp60.199.409 perhitungan overhead kelompk 4 perhitungan overhead kelompk 4 pool rate rp27.480 x jam tenaga kerja langsung 9837 = rp270.317.018 pool rate rp27.480 x jam tenaga kerja langsung 9404 = rp258.418.342 perhitungan overhead kelompk 5 perhitungan overhead kelompk 5 pool rate rp7.592 x jam mesin 9910 = rp75.232.923 pool rate rp7.592 x jam mesin 8744 = rp66.381.097 total overhead pabrik rp3.299.947.814 total overhead pabrik rp3.106.233.408 table 7 production cost of activity based costing production cost of activity based costing opera vaticano golden venatino direct cost production rp10.123.463.238 rp10.980.492.664 total of direct labor rp144.676.800 rp127.656.000 total of overhead rp3.299.947.814 rp3.106.233.408 production cost rp13.568.087.852 rp14.214.382.072 production volume 3.136 m2 2.948 m2 production cost/m2 rp4.326.559/m2 rp4.821.704/m2 140  journal the winners, vol. 17 no. 2, september 2016: 133-142  table 8 production cost of activity based costing system of exotic marble type marmer exotic : statuario marmer exotic : potoro gold perhitungan overhead kelompk 1 perhitungan overhead kelompok 1 pool rate rp1.531.460 x volume produksi 1745 = rp.2.672.398.199 pool rate rp1.531.460 x volume produksi 1771 = rp2.712.216.166 perhitungan overhead kelompk 2 perhitungan overhead kelompk 2 pool rate rp109.045 x luas pabrik 1560 = rp170.109.466 pool rate rp109.045 x luas pabrik 1200 = rp130.853.461 perhitungan overhead kelompk 3 perhitungan overhead kelompk 3 pool rate rp93.846 x jumlah pengiriman 750 = rp170.109.499 pool rate rp109.045 x jumlah pengiriman 567 = rp53.210.914 perhitungan overhead kelompk 4 perhitungan overhead kelompk 4 pool rate rp22.057 x jam tenaga kerja langsung 8849 = rp195.186.752 pool rate rp22.057 x jam tenaga kerja langsung 8380 = rp184.841.788 perhitungan overhead kelompk 5 perhitungan overhead kelompk 5 pool rate rp10.054 x jam mesin 7578 = rp76.185.577 pool rate rp10.054 x jam mesin 5830 = rp58.612.024 total overhead pabrik rp3.184.264.834 total overhead pabrik rp3.139.734.352 table 9 production cost of activity based costing production cost of activity based costing statuario potoro gold direct cost production rp10.027.257.332 rp11.262.347.093 total of direct labor rp110.635.200 rp85.104.000 total of overhead rp3.184.264.234 rp3.193.734.352 production cost rp13.322.157.366 rp13.139.734.352 production volume 1745 m2 1.771 m2 production cost/m2 rp7.634.474/m2 rp8.180.229/m2 table 10 reconciliation of production cost sistem yang digunakan perusahaan volume produksi total sistem activity based costing volume poduksi total selisih antar sistem keterangan jenis common travertine rp462.070 x 27989 rp12.932.877.230 rp477.669 x 27989 rp13.369.477.641 rp(436.600.411) understated empire beige rp667.395 x 21611 rp14.423.073.345 rp646.174 x 21611 rp13.964.466.314 rp458.607.031 overstated jenis limited opera vaticano rp4.277.019 x 3136 rp13.412.731.584 rp4.326.559 x 3136 rp13.568.089.024 rp(155.357.440) understated golden venatino rp4.864020 x 2948 rp14.339.130.960 rp4.821.704 x 2948 rp14.214.383.392 rp124.747.568 overstated jenis exotic statuario rp7.574.105 x 1745 rp13.216.813.225 rp7.634.474 x 1745 rp13.322.157.130 rp(105.343.905) understated potoro gold rp8.239.712 x 1771 rp14.592.529.952 rp8.180.229 x 1771 rp14.487.185.559 rp105.344.393 overstated total rp82.917.156.296 total rp82.925.759.060 rp(8.602.764) undertated statuario rp7.574.105 x 1745 rp13.216.813.225 rp7.634.474 x 1745 rp13.322.157.130 rp(105.343.905) understated potoro gold rp.8.239.712 x 1771 rp14.592.529.952 rp8.180.229 x 1771 rp14.487.185.559 rp105.344.393 overstated total rp82.917.156.296 total rp82.925.759.060 rp(8.602.764) understated comparative analysis of conventional …… (irma nadia erena; engelwati gani) 141  conclusions there are several conclusions that can be drawn from the research that has been done. first, pt mulia sejati gallery is an import-export company engaged in the manufacture of mining processing of natural stone marble, granite, onyx, and other kinds of that. second, pt mulia sejati gallery is still using conventional measuring systems. the cost of production of marble that is being discussed in this research is rp12.932.877.230 and rp14.423.073.345 each for common travertine and common empire beige. while the cost of production for limited types are limited opera vaticano rp13.412.731.584 and limited golden venatino rp14.33996 million. for the limited kind is rp13.216.813.225 and rp14.592.952 each for statuario and potoro gold. third, if the system uses activity based costing in determining the cost of production, then the amount of the cost of production on each type is common travertine rp13.369.477.641, common empire beige rp13.964.466.314, limited opera vaticano rp13.568.089.024, limited golden venatino rp14.214.747.568, exotic statuario rp13.322.157.130, exotic potoro gold rp14.487.185.559. fourth, by calculating the difference, the disparity of the cost of production of both systems are understated and occurs in three types of marble, namely common travertine rp436.600.411, limited opera vaticano rp155.357.440, and exotic statuario rp105.343.905. fifth, there is excess recording or overstated within the type of common empire beige rp458.607.031. limited opera vaticano rp124.747.568, exotic potoro gold rp105.344.393. sixth, the overall cost of production used by the company is too low or understated with the amount of rp8.602.764. some suggestions that can be recommended for pt mulia sejati gallery include (1) after overall analysis, there is a recording that is too low and too high on the determination of cost of production. this should be evaluated immediately to sustain the company. (2) pt mulia sejati gallery is advised to review the production cost calculation system that is currently used. (3) pt mulia sejati gallery is advised to use the system to calculate the cost of production by using the activity-based costing system. (4) training and in-depth understanding of marble are needed to be done for some employees who work directly in the production process for the sake of wasting reduction on raw materials. references atkinson, a. a., robert, s. k., & ella, m. m. (2012). akuntansi manajemen (5th ed.). terjemahan oleh takziyah, n. m. jakarta: index. carter k. w. (2009). akuntansi biaya buku 1 (14th ed.). terjemahan oleh krista. jakarta: salemba empat. dunia, a. f., & wasillah, a. (2012). akuntansi biaya (3rd ed.). jakarta: salemba empat. garrison, r. h., noreen, e. w., & brewer, p. c. (2013). akuntansi manajerial (14th ed.). jakarta: salemba empat. godil, d. i. (2013). application of activity based costing in a textile company of pakistan a case study. interdisiplinary journal of contemporary research in business, 4(11), 80-93. hansen, d. r., & maryanne, m. m. (2007). akuntansi manajemen (7th ed.). terjemahan oleh dewi itriani. jakarta: salemba empat. 142  journal the winners, vol. 17 no. 2, september 2016: 133-142  horngren, c. t., srikant, linda, s. b., m. d., george, f., walter t. h., madhav, r., & christtoper i. (2007). akuntansi (5th ed.). terjemahan oleh amir abdul yusuf. jakarta: index. weygandt, j. j., paul, d. k., & donald, e. k. (2010). accounting principles (11th ed.). new jersey: wiley. witjaksono, a. (2006). akuntansi biaya (1st ed.). yogyakarta: graha ilmu. microsoft word 01_widyatama_kharisya_determining a2t determining the best arch/garch …… (kharisya ayu effendi) 71  determining the best arch/garch model and comparing jkse with stock index in developed countries kharisya ayu effendi faculty of business and management in widyatama university, bandung, indonesia kharisya.ayu@widyatama.ac.id abstract the slow movement of indonesia economic growth in 2014 due to several factors, in internal factors; due to the high interest rates in indonesia and external factors from the us which will raise the fed rate this year. however, jkse shows a sharp increase trend from the beginning of 2014 until the second quarter of 2015 although it remains fluctuate but insignificant. the purpose of this research is to determine the best arch / garch model in jkse and stock index in developed countries (ftse, nasdaq and sti) and then compare the jkse with the stock index in developed countries (ftse, nasdaq and sti). the results obtained in this study is to determine the best model of arch / garch, it is obtained that jkse is garch (1,2), while the ftse obtains garch (2,2), nasdaq produces the best model which is garch (1,1) and sti with garch (2,1), and the results of the comparison of jkse with ftse, nasdaq and sti are that even though jkse fluctuates with moderate levels but the trend shown upward trend. this is different with other stock indexes fluctuated highly and tends to have a downward trend. keywords: arch/garch, return stock, stock price abstrak pergerakan yang semakin melambat pada pertumbuhan ekonomi indonesia pada 2014 disebabkan oleh beberapa faktor, faktor internal dikarenakan tingginya bunga di indonesia dan faktor eksternal dari as yang akan menaikkan suku federalnya tahun ini. akan tetapi, jkse menunjukkan tren peningkatan tajam dari awal 2014 hingga kuartal kedua 2015 meskipun masih berfluktuasi akan tetapi tidak signifikan. tujuan dari penelitian ini adalah untuk menentukan model terbaik arch / garch pada jkse dan saham indeks di negaranegara maju (ftse, nasdaq dan sti) dan kemudian membandingkan jkse dengan indeks saham di negaranegara maju tersebut. hasil yang diperoleh dalam penelitian ini adalah model arch / garch terbaik, diperoleh jkse adalah garch (1,2), sementara ftse mendapatkan garch (2,2), nasdaq menghasilkan model terbaik adalah garch (1,1) dan sti dengan garch (2,1), dan hasil perbandingan jkse dengan ftse, nasdaq dan sti adalah bahwa meskipun jkse berfluktuasi dengan tingkat sedang, akan tapi tren yang ditunjukkan adalah kecenderungan meningkat. hal ini berbeda dengan indeks saham lainnya yang berfluktuasi sangat tinggi dan cenderung mengalami tren penurunan. kata kunci: arch/garch, retun saham, harga saham 72   journal the winners, vol. 16 no. 2, september 2015: 71-84  introduction the movement which is getting slowed in indonesia economic growth in 2014 is due to several factors, namely internal and external factors. on internal factors, due to the high interest rates in indonesia. in this case, the bank of indonesia as the central bank to prevent the high inflation caused by pruning subsidies of fuel oil, inhibits the release of capital, ahead of the us monetary tightening, limiting the current account deficit and strengthen of the rupiah by raising the bi rate several times in recent years. prevention efforts are not making the rupiah stronger, but depreciated to rp 13,500/usd. it was also due to external factors from the us which will raise the fed rate this year. slowing economic growth in indonesia is also due to the unstable political and many natural disasters that occurred in the last few years. on the outer, this can lead to doubts or fears of investors to invest in indonesia. but on jkse figure 1, the trend shows a sharp increase from the beginning of 2014 until the second quarter of 2015, although it remains fluctuate, but insignificant. figure 1 movement jkse price source: yahoo finance (www.yahoofinance.com) similar research has been done using the method of arima or arch / garch, such as jati (2014) by determining the best sugar prices using the method of arma and arch / garch. then, nastiti and suharsono (2012) investigated volatility stocks companies go public with archgarch method, which focuses on the analysis of volatility return. mcclain & humphreys (1996), used arch in measuring the risks and the financial behavior of the mining sector. al-raimony and el-nader (2012) examined the volatility of the stock market in jordan, which discusses the same thing about stock volatility using arch / garch. later in the same year they also use this model to test the impact of micro-economic factors on share price returns. previously, urooj, zafar and durrani (2009) have examined the same thing about stock returns using the same method on the kse-100 index. most of the above research analyze only on volatility spiked by using arch / garch. while in this study, in addition to determining the best model in the arch / garch, it also compares the jkse stocks to shares in developed countries. the definition of stock prices according to martono (2007) is “a reflection of asset management, investment decisions and financing”. according to sawidji (2005), "stock price are the price of one investor to another investor after the stock in put on the exchange, both major exchanges or otc (over the counter market) ". supply and demand are the determinant of the price of stocks determining the best arch/garch …… (kharisya ayu effendi) 73  listed on the stock exchange. in times of rising prices, the tendency of investors to sell their stocks led to excess supply, so the price can go back down. when prices go back down, investors tend to buy shares which can lead to excess demand to increase the price again. if the demand for stocks increases, the share price will tend to rise. according to nastiti (2012), stock price movements consist of three kinds: the first is bullish, which stock prices continue to go up over time. this can occur due to global financial circumstances or management policies of the company. second, bearish, which is a state in which stock prices fell and continued investor detriment. investors who own shares can be sold at a low price and get a loss, or can be bought back if there is accurate information about the rise in stock prices in the future. third, sideways, which is a state in which stock prices stable. it is said to be stable because stock prices moves up or down to form a horizontal chart from time to time. this is the main attraction of researchers in conducting this research. amid the global economy that has not been conducive to the issue of the increase in fed rate, unstable political issues, natural disasters that frequently occur, jkse still shows the green trend. this means that the level of investor confidence is still high on the indonesian stock index. based on it, the researcher wrote a research, entitled " determining the best arch/garch model and comparing jkse with stock index in developed countries ", with the purpose of this research is to determine the best arch / garch model on jkse and stock index in developed countries (ftse, nasdaq and sti). then compare jkse with the stock index in developed countries (ftse, nasdaq and sti). this was done in an effort to show the world, that the stock index in indonesia still the rising trend although hit by the economic and political instability in the country as well as the global economy has not been conducive. method the data used in this research is secondary data time series for the data stock index in indonesia, jkse and several stock index in developed countries like the us (nasdaq), london (ftse), singapore (sti). the data used in this study is the return of stock prices taken from the date of 02 january 2014 to 24 june 2015. this taken data are meant to see volatility jkse price, which in range of time rupiah / usd was weakened compared to stock indexes in developed countries like us, london and singapore (www.idx.co.id). the data was taken in the form of closing stock prices. data is processed using software reviews and use the instructions of winarno (2009). the arma/arima model before explaining models of arch and garch, the first discussed variable that affect stock prices. the model used is the technique of box-jenkins. box-jenkins models is commonly called as autoregressive integrated moving average model (arima). box and jenkins popularize the method which consists of three stages in selecting a suitable model for estimating and forecasting univariate time series data, the model identification, parameter estimation, and forecasting (enders, 1995). arima model is a combination of autoregressive models (ar) and moving average (ma). both models require the data to be analyzed and moves along a constant average (stationary). if the data is not stationary, then the stationary process data using the differentiation process. arima is a combination of ar and ma models through different processes. arima models have time slackness. inaction first time period in a process called autoregressive first order autoregressive or abbreviated ar (1). the symbol to denote the number of inaction at the time of the autoregressive process is p. inaction first time period in a process called a moving average moving average of first-order or abbreviated ma (1). the symbol for the number of inaction when the moving average process is q. the value of p and q values can be more than 1. different process on arima models aimed at obtaining data stationary. different process can be performed once or may be done more than once 74   journal the winners, vol. 16 no. 2, september 2015: 71-84  until the data is stationary. usually, different process is not more than 2 times. different process the data symbol is d. writing arima models for ar (p), ma (q), and different times as much d is arima (p, d, q). for example in an arima process using a first-order autoregressive, moving average first-order, and differentiate once to obtain data stationary, then the writing is arima (1,1,1). gujarati (2003) described the box-jenkins methodology into four steps, namely: identification, estimation, diagnostic examinations, and forecasting. for instance, in creating a model to predict the value of y. the general form of autoregressive model order of p or ar (p) is: … (1) : observed variables : constant autoregressive … : parameter … common forms of moving average models order to q or ma (q) is: … (2) : observed variables : constant moving average . . . : parameter . . . common form of arima model with autoregressive order for p and q as moving average order are: … + … (3) there are four steps in determining the best arima. the first step in the process is the identification of arima. this step is performed to determine whether the observed data is stationary. if not stationary, do different process until the data is stationary. after that, makes correlogram distribution data to determine the order of the autoregressive and moving average order. order selected is inaction time coefficient autoregressive and partial autoregressive coefficients are significant. the determination of the order of (inaction time) for ar and ma is done by trial and error. identification tool used is the autocorrelation function (acf) and partial autocorrelation function (pacf) on the table correlogram. the concept of partial autocorrelation analogous to the concept of partial regression coefficients in the k-variable regression, regression coefficient βk measures changes in the average value regression and on changes in the unit k regression xk .. partial autocorrelation ρkk measures the correlation between observations (time series) in the period of time k after controlling for correlations at intermediate lag. in addition to the saw table correlogram, the formal stationary test can be applied by using the dickey-fuller unit root test (gujarati, 2003). the second step is to estimate the parameters of the autoregressive and moving average parameters based order (p and q) obtained at the stage of identification. the third step is to perform a diagnostic test. after getting estimator of arima model, then choose a model which explains the data well. the third step is iterative and requires a special expertise to choose the right arima model, so the arima modeling is more to art than scientific (gujarati, 2003). a good model is a model that has randomly distributed residuals (white noise). the test is performed by comparing the magnitude of the coefficient autoregressive (acf) and partial autoregressive coefficient (pacf) residual obtained from residual correlogram. if the coefficient of acf and pacf coefficients were not significant (the coefficient value is smaller than the critical value), then the model obtained is white noise (residual randomly distributed). determining the best arch/garch …… (kharisya ayu effendi) 75  the fourth step is to forecast the value of observed variables. one reason for its popularity is the arima model in forecasting success. in some cases the predictions obtained from this method is better than traditional econometric forecast models, especially in the short term. the arch/ garch model assuming a constant residual variance or homoskedasticity which are generally used in modeling of time series data. but in fact, the residual variance is not constant or heteroskedastisity occurred in many time series data, especially in the the financial sector time series data. this led to the assumption that homoskedasticity modeling cannot be used. engle (1982) introduced the arch models or autoregressive conditional heteroskedasticity that can be used to analyze the time series data contained heteroskedasticity. however, this model can be used after the proven data auto regression is stated to be heteroskedasticity. arch models can be formulated as follows: ⋯ (4) then in 1986, bollerslev develop arch models, became a model garch or generalized autoregressive conditional heteroskedasticity used to avoid arch a large and gives results more practical than the previous model, similar to the conditions in which the arma model is preferred over the ar model. parameter arch / garch can be predicted with maximum likelihood method and if the data distribution abnormal, garch specifications can still provide a decent model parameters a consistent and forecasting based on linear quadratic v, the quasi maximum likelihood method that is by maximizing the log likelihood function. garch models can be formulated as follows: ⋯ ⋯ (5) many economists explain that economic agents are not only providing a response to the mean, but also economic events which are very volatile. with conditions such variants are likely to be high, the traditional econometric models cannot explain validly in estimating and perform forecasting time series data. in this case the stock price that has high volatility which is certainly a variant of such data cannot be constant (homoskedasticity) that violates the classical assumptions. engle (1982) proposed a model called the conditional autoregressive heteroscedasticity (arch). the model was applied to analyze the behavior of inflation in the united kingdom in the period 1958: 2-1977: 2. the equation used is first order auto regression and was estimated using arch models. in his paper, engle explained that the model with time series data with high volatility tended to contain the problem of heteroscedasticity. the valuation method used by engle is maximum likelihood (ml) with arch models and compared it to the estimated ols models. the result indicates that the model arch-ml was able to deliver results in a more realistic prediction of the variant compared with ols. bollerslev (1986) enhanced arch models developed by engle (1982), but within the framework of the same analysis. this was done by incorporating elements of past residuals and residual variance in the equation autoregressive. the model is called as the generalized autoregressive conditional heteroscedasticity (garch). by using the inflation data in the u.s. with autoregressive equation, bollerslev tried to re-evaluate inflation arch model by engle. the results showed that by incorporating elements of the residual variance in the regression equation produces better than arch models. in this study the data used is stock index data. 76   journal the winners, vol. 16 no. 2, september 2015: 71-84  results and discussion figure 2-4 below are stick indexes in several countries, namely: indonesia, london, usa, and singapore from january 2, 2014 until july 25, 2015, at which time range the indonesian stock index was fluctuate but still experiencing upward trend. figure 2 jkse figure 3 ftse figure 4 nasdaq figure 4 sti (sources: yahoo finance (www.yahoofinance.com)) another case with indonesia, stock indexes in developed countries such as london, usa and singapore fluctuate very high, and tend experiencing downward trend. stock indexes above shows a sharp decline in the 3rd quarter and 4th in 2014 and 2nd quarter of 2015, which led to high fluctuations. unlike the indonesian stock indexes, even though it was fluctuating, but it still showed upward trend until the second quarter of 2015. this indicates the risk of the stock index in indonesia was lower than developed countries, as represented in this paper, namely london, usa and singapore. it is tempting for investors to avoid risk and prefer to invest in stocks that tend to be more stable. indonesia is currently experiencing instability of the rupiah and stock index caused by several factors, but in developed countries, indonesia stock index tends to be more stable with upward trend. determining the best arch/garch …… (kharisya ayu effendi) 77  stationarity test to determine whether the data used has a stable deployment or not, testing stationary as a preliminary step is required, prior to the determination of the model. this study used unit root test with augmented dickey-fuller test (adf). in the adf test, to determine the data is stationary or not visible from p-values should be less than α (5%). table 1 unit root test on level (sources: yahoo finance (www.yahoofinance.com) and calculate) table 1 show that the test unit root at the level of p-values in the entire index <0.05 (5%), which means that all the data is stationary. after all, the data are certainly stationary at further level (which means not necessary first difference) in determining the best model of arma (arima will be used if the data is experiencing first difference when the unit root test). the best arma model the best arma models derived from trial and error is described in table 2 below: table 2 the best arma model (sources: yahoo finance (www.yahoofinance.com) and calculate) from table 2, it is obtained the best model of arma. at jkse, best arma model be obtained arma (1,2). on the ftse, best arma model be obtained arma (1,1). on the nasdaq, best arma model be obtained (0.1). and the sti, the best model obtained arma (1,1). things that become the best model on the arma determination of results trial and error, determine the value of the smallest sum squared residuals, akaike information criterion value the smallest, can also see the value of schwarz criterion (sc) and adjusted r-squared smallest. in this case, the researchers also assessed the probability of each variable is less than 0.05. 78   journal the winners, vol. 16 no. 2, september 2015: 71-84  the best arch/garch model table 3 descriptive statistics data jkse, ftse, nasdaq and sti (sources: yahoo finance (www.yahoofinance.com) and calculate) in the descriptive analysis of the statistics above describe a positive skewness value on the each composite index. the value of skewness is an asymmetry measurements distribution data. the value of 0.654877 on the jkse, 0.214684 on the ftse, 0.445964 on the nasdaq, and 0.395809 on the sti, indicate that the data distribution has a longer tail to the right hand. furthermore, kurtosis value is greater than three for each stock index, which means that, the value of kurtosis over the three showed early symptoms of heteroscedasticity. it also appears on the jarque-bera test with a probability value of <0.05 which means that the data distribution is abnormal, as seen in table 3. figure 5 changes in the level of daily return on all stock index (sources: yahoo finance (www.yahoofinance.com) and calculate) figure 5 illustrates the differences between the top point with the bottom is very large. this indicates visually for heteroscedasticity. the existence of heteroscedasticity can also be assessed from the probability value (p-value) on the trial and error of arma <0.05 which means that the arma (1,2) on the jkse, arma (1,1) on the ftse, arma (0,1) on the nasdaq and arma (1.1) on the sti contained arch effects. if an analysis has to determine the existence of heteroscedasticity on all that exist in stock index data, the next step is to test the models of arch / garch to determine the determining the best arch/garch …… (kharisya ayu effendi) 79  best model. in determining the model arch / garch best through trial and error, and by looking at either one of values aic and sc its lowest and has a significant coefficient values <0.05. table 4 testing arch/garch jkse arma (1,2) (sources: yahoo finance (www.yahoofinance.com) and calculate) c = coefficient a1 = arch 1 a2 = arch 2 g1 = garch 1 g2 = garch 2 aic = akaike info criterion sc = schwarz criterion ssr = sum squared residual, ars is adjusted r-square. in some sources, it is said that in determining the best model of arch / garch than to see the value of aic and sc the lowest, can also see the value of ssr and ars lowest. in 4 it can be found the best model of jkse is garch (1, 2). preliminary analysis can be seen from the coefficient values of <0.05, then it can be seen from aic and ars with the first lowest value, after that, the value of the sc with the second lowest value. these can strengthen the results of alleged arch / garch as the best models on jkse. table 5 testing arch/garch ftse arma (1,1) (sources: yahoo finance (www.yahoofinance.com) and calculate) 80   journal the winners, vol. 16 no. 2, september 2015: 71-84  table 5 shows the results where the best models of arch / garch on the ftse is garch (2,2). this analysis indicated from coefficient values of <0.05, the lowest aic value with 10.66961. it can strengthen the results of alleged arch / garch the best models in the ftse in the period january 2014 june 2015. table 6 testing arch/garch nasdaq arma (0,1) (sources: yahoo finance (www.yahoofinance.com) and calculate) results obtained from table 6 above shows the best model of nasdaq, which is the garch (1,1). obtaining the results of the best model through analysis alleged lowest value of aic and sc. it can strengthen the results of alleged arch / garch as the best models of nasdaq stock index in the period of january 2014 june 2015. table 7 testing arch/garch sti arma (1,1) (sources: yahoo finance (www.yahoofinance.com) and calculate) in the table 7 it can be concluded that arch / garch the best model on the sti is garch (2, 1). the above results are the analysis results taken from its lowest value of aic and sc. it can strengthen the results of alleged arch / garch as the best model on the sti in the period of january 2014 june 2015. the model of garch (1,2) on the jkse, garch (2,2) on the ftse, garch (1,1) on the nasdaq and garch (2,1) on the sti is alleged as the best models. further analysis the above jarque berra (on descriptive statistics) shows that the probability value of <0.05, shows that the distribution of the data abnormal. this method is an abnormality prediction of garch model used is the quasi maximum likelihood. further examination test the raw residual acf. there is no heteroscedasticity in the expected raw residual. assessment models free from heteroscedasticity is the probability value > 0.05. table 8 shows the results of ljung box are used. determining the best arch/garch …… (kharisya ayu effendi) 81  tabel 8 jkse heteroskedasticity test (sources: calculate) table 8 shows the probability that has been > 0.05, which is 0.6351, which means that the model garch (1,2) has been free from the heteroscedasticity. thus it can be said that jkse have heteroskedastic volatility movement which is significant. thus garch (1,2) on jkse is a good model. tabel 9 ftse heteroskedasticity test (sources: calculate) table 9 shows the probability > 0.05, which is 0.3212, which means that the model garch (2,2) has been free from the heteroscedasticity. thus, it can be said that ftse have heteroskedastic volatility movement which is significant. thus, garch (2,2) on ftse is a good model. tabel 10 nasdaq heteroskedasticity test (sources: calculate) table 10 shows the probability > 0.05, which is 0.6641, which means that the model garch (1,1) has been free from the heteroscedasticity. thus, it can be said that nasdaq have heteroskedastic volatility movement which is significant. thus garch (1,1) on nasdaq is a good model. tabel 11 sti heteroskedasticity test (sources: calculate) 82   journal the winners, vol. 16 no. 2, september 2015: 71-84  table 11 above shows the probability that is > 0.05, which is 0.8398, which means that the model garch (2,1) has been free from the heteroscedasticity. thus it can be said that sti have heteroskedastic volatility movement which is significant. thus garch (2,1) on sti is a good model. forcasting the model of garch (1,2) on jkse, garch (2,2) on the ftse, garch (1,1) on the nasdaq and garch (2,1) on the sti is the best variety of models used in forecasting. figure 6 forecast jkse (sources: calculate) forecast data showed that the mean absolute percent error (mape) on jkse with model garch (1,2) is 0.82%, which means that the error rate in predicting future stock prices is small, only about 0.82%. however mape in stock index is the second largest after the nasdaq by 2.63% figure 7 forecast ftse (sources: calculate) forecast data showed that the mean absolute percent error (mape) on ftse with garch model (2.2) is 0.57%, which means that the error rate in predicting future stock prices is small, only determining the best arch/garch …… (kharisya ayu effendi) 83  about 0.57%. in this prediction indicates the level of error in predicting smaller than jkse and larger when compared with the sti just 0.43%. figure 8 forecast nasdaq (sources: calculate) figure 8 forecast data showed that the mean absolute percent error (mape) on the nasdaq with the model garch (1,1) is 2.63%, which means that the error rate in predicting future stock prices is small, only about 2.63%. however, compares to other stock indexes, nasdaq is the highest mape. figure 9 forecast ftse (sources: calculate) forecast data in figure 9 that the mean absolute percent error (mape) on sti with garch model (2.1) is 0,43%, which means that the error rate in predicting future stock price is the smallest, only about 0,43% compared to other stocks. it can also provide input to the investors to buy the stock. however, mape is not the only indicator in determining investment. from the trend and movement of stocks above, it is showed that jkse is a stock index in developing countries which shows a rising trend amid weak exchange rate and the increasing issue of the fed rate. 84   journal the winners, vol. 16 no. 2, september 2015: 71-84  conclusion it can be concluded that the best model that has been determined arch / garch on jkse, ftse, nasdaq and each sti is garch (1,2), garch (2,2) garch (1,1) and garch (2,1), alleged model have been tested for feasibility with ljung box test and get the maximum result that the model has been free from heteroscedasticity. furthermore, a comparison obtained from the results above is, jkse is a stock with an upward trend even though the economic and political instability in the country was also a problem that the fed rate issue to rise this year, but it has no effect on the stock price on jkse. another case with the stock in developed countries such as the ftse, nasdaq and sti are experiencing high volatility and tend to downward trend. other than to the issue fed rate to rise, the greece crisis also greatly impact on its stock price movements. references al-raimony, a. d., & el-nader, h. m. (2012). the sources of stock market volatility in jordan. international journal of economics and finance, 4(11). al-raimony, a. d., & el-nader, h. m. (2012). the impact of macroeconomic factors on amman stock market returns. international journal of economics and finance, 4(12). bollerslev, t. (1986). generalized autoregressive conditional heteroskedasticity. journal of econometrics, 31(3), 307-327. enders, w. (1995). applied econometrics time series. new york: john wiley and sons. engle, r. f (1982), autoregressive conditional heteroskedasticity with estimates of the variance of uk inflation. econometrica, 50(4), 987-1008. gujarati. (2003), econometría, méxico: mcgraw hill. jati, k. (2014). analysis of sugar prices volatility using arma and arch/garch. international journal of trade, economics and finance, 5(2), 136-141. mcclain, k. t., humphreys, h. b. (1996), measuring risk in the mining sector with arch model with important observations on sample size. journal of empirical finance, 3(4), 369-39. martono, harjito. (2007), management in finance. djogjakarta: ekonisia. nastiti, s. (2012). volatility analysis of stocks companies go public with arch garch method. jurnal sains dan seni its, 1(1). sawidji, w. (2005). healthy ways to invest in stock market. jakarta: pt. elex media komputindo. urooj, s.f., zafar, n., & durrani, t.k. (2009). finding the stock return volatility: a case od kse100 index. interdisciplinary journal of contemporary research in business, 1(4), 65-80. website yahoo finance http://finance.yahoo.com winarno, w.w. (2009). analisis ekonometrika dan statistika dengan eviews. yogyakarta: upp stim ykpn. microsoft word 05_mn_nathania-harjanto-annetta-a2t 120  journal the winners, vol. 16 no. 2, september 2015: 120-130 enhancing brand loyalty by increasing experiential value through customer satisfaction in boka buka restaurant pondok indah mall nathania gunawan1; harjanto prabowo2; annetta gunawan3 1,2,3 school of business management, binus university, jakarta jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 2hprabowo@binus.edu; 3angunawan@binus.edu abstract this research was conducted at boka buka restaurant. boka buka restaurant is a casual french dining restaurant in pondok indah mall. the objectives of the research are to examine if the experiential value contributes to customer satisfaction in boka buka restaurant and to examine if the experiential value and customer satisfaction contributes partially and simultaneously to brand loyalty in boka buka restaurant. the methods of the research are pearson correlation and path analysis. the data is obtained from the questionnaires which are distributed to the customers at boka buka restaurant to measure the level of the experiential value, customer satisfaction, and brand loyalty, using a likert scale. from the analysis of the data, it obtains structural equation y = 0.812x + 0.5839ε1 where experiential value contributes significantly to customer satisfaction of 65.9% and z = 0.255x + 0.582y + 0.5958ε2 where experiential value and customer satisfaction simultaneously contribute significantly to the brand loyalty of 64.5%. keywords: experiential value, customer satisfaction, brand loyalty abstrak penelitian ini dilakukan di boka buka restaurant, yang merupakan sebuah restoran prancis kasual yang terletak di pondok indah mall. tujuan dari penelitian ini adalah untuk menguji apakah experiential value memiliki kontribusi terhadap customer satisfaction pada boka buka restaurant. selain itu untuk menguji apakah experiential value dan customer satisfaction memiliki kontribusi terhadap brand loyalty, baik secara parsial maupun simultan pada boka buka restaurant. metode dalam penelitian ini adalah pearson correlation dan path analysis. data penelitian diperoleh dari kuesioner yang disebarkan kepada para pelanggan boka buka restaurant, untuk mengukur tingkat experiential value, customer satisfaction, dan brand loyalty, menggunakan skala likert. dari hasil analisis data yang ada, diperoleh persamaan struktural y = 0.812x + 0.5839ε1 di mana experiential value berkontribusi secara signifikan kepada customer satisfaction sebesar 65.9 % dan z = 0.255x + 0.582y + 0.5958ε2 di mana experiential value dan customer satisfaction secara simultan berkontribusi signifikan brand loyalty sebesar 64.5%. kata kunci: experiential value, customer satisfaction, brand loyalty enhancing brand loyalty …… (nathania gunawan; dkk) 121  introduction indonesia is urbanized rapidly, which is leading to mix of many traditions. it is also exposing consumers to try international taste and trend. some of the companies in an urban city like jakarta take this opportunity to open international restaurants. french restaurants in jakarta have developed in few years and have become a new destination of indonesian. french restaurants such as boka buka, coquelicot le bistro, cafe bon francais, riva, java bleu, lyon, rendezvousdoux, and cassis, try to attract the customers by offering high quality food and service. these restaurants also give consumers the experience in eating french food. the promising future in food and beverages industry causes the competition among the companies become more intense. the growth of this sector was caused by increased spending on food as big as 47,71% in 2012. national nutrition strategy by fao (2013) shows that average of daily per capita energy consumption with prepared food is 1.865calories. and it is bigger than the average of daily per capita energy consumption without prepared food 1.599,63 calories. intense competition between local and international companies forces every restaurant to develop their market strategy in order to compete in the fierce market. for example, french restaurants which have a niche market target, they have to gain the customers’ loyalty to keep their companies still running. market segments are large customer group in a market. a niche is a more narrowly defined customer group, that products or services tailored especially to the individual needs and preferences (havaldar, 2010). companies are always trying to create niche in the market by constructing their own base of loyal customers, who over the period have accepted the product whole-heartedly. these brand loyalists would spend their money devotedly to acquire the particular product. brand loyalty is essential for the product to create its own niche (agrawal & siddharth, 2010). evans and lindsay (1996 as cited in mohsan, 2011) stated, “companies with satisfied customers have a good opportunity to convert them into loyal customers who purchases from those companies over an extended time period”. hill et.al (2007) also agreed that to reap full benefits of customer loyalty, companies need to make customers highly satisfied. furthermore, kabiraj and shamugan (2011) proposed that if consumers have been satisfied with the promoted brand, their satisfaction reinforces and leads to an increase in the probability of choosing the brand again. achieving customer satisfaction is a major goal of marketing efforts. these efforts lead to purchase and/or consumption and in turn result in post-purchase phenomena such as attitude change, repeat purchase, and brand loyalty (lee & shin, 2010). grigoroudis and siskos (2010) conclude that satisfaction is a standard of how the offered total product or service fulfils customer expectations. under a specific consumption setting, it frequently influences the overall attitude and decision-making when customers purchase products or service. holbrook & hirschman (1982 as cited in wang & lin, 2010) stated, “experiential value is an experience that does not exist in the products purchased, on chosen brands, nor on the ownership of products, but in the process of consuming experience”. mathwick, et.al (2001 as cited in line, 2012) stated, “current marketing literature highlights the importance of the service experience, suggesting that service providers must not only create a theatrical environment (providing fun, excitement, and entertainment), but also must encourage customers to participate in the service experience”. slater stated that creating superior customer value is a key to a company’s long-term survival and success (as cited in woodside, et al, 2008). if business managers can find factors that affect customers' satisfaction toward products or services, business may change customers' experiential when using product value or services and let customers obtain maximum satisfaction. this is in line with what datta and vasantha (2013) stated that experiential value leads customer satisfaction, while the experiential value and customer satisfaction together will make a loyal customer. considering the 122  journal the winners, vol. 16 no. 2, september 2015: 120-130 dynamic marketing environment and fierce competition, brand loyalty as core dimension of brand equity, is essential for any company that plans to maintain long-term competitive advantages and commercial performance (moisescu, et.al, 2010). one of french restaurants named boka buka, which is located in south jakarta, is a restaurant that made an innovation in its service and created experiential value to its customers. boka buka carried a concept to be the only one french restaurant whose price is relatively much cheaper than other restaurants. boka buka knows that it can’t compete with the fine dining french restaurants in jakarta, instead the owner made a restaurant with home cooking concept. boka buka has been planning on expanding its wings by offering franchise to the franchisees in indonesia. it means that people will be used to french food in indonesia. many people will look at this opportunity and can imitate boka buka’s concept in the future. boka buka began its journey on 2002 in cipete and opened another branch in pondok indah mall in may 2013. since then, many competitors tried to follow the concept and market. for example, coquelicot le bistro in 2007 brought same home-made food concept, decoration, and target same market with boka buka. they even opened their restaurant near boka buka in cipete. another example is oh lala cafe which suddenly changed its concept and name became cafe bon francais in februari 2010. cafe bon francais brought a concept of paris cafe and tried to attract the customers by offering french atmosphere with cheap french food. this is the main reason why boka buka needs customer loyalty to overcome the problem. based on the background explained above, the research objectives to be achieved are: (1) to examine if the experiential value contributes to customer satisfaction in boka buka restaurant; (2) to examine if the experiential value and customer satisfaction contributes partially and simultaneously to brand loyalty in boka buka restaurant; (3)to examine if the customer satisfaction mediates between experiential value and brand loyalty in boka buka restaurant. method the research design of this research is showed at table 1 below: table 1 research design objective of the research research design types of research unit analysis time horizon o-1 associative / descriptive individual customer cross-sectional o-2 associative / descriptive individual customer cross-sectional o-3 associative / descriptive individual customer cross-sectional to complete this research, path analysis will be used to determine the influence of independent variables to the dependent variable, both directly and indirectly through mediating variable. table 2 below shows the operationalization of variables used in this research. enhancing brand loyalty …… (nathania gunawan; dkk) 123  table 2 operationalization of variables variable dimension indicator size scale experiential value x (park & cha, 2011) food quality  the food is tasty  the food is healthy ordinal likert service excellence  the willingness of servers to help the customers  the knowledge of servers about the menu ordinal likert aesthetics  the attractiveness of interior design  the ambience of the restaurant ordinal likert playfulness  an enjoyment for dining in the restaurant  customer’s destination to escape from their routine ordinal likert customer satisfaction y (supranata & iskandar, 2013; harr, 2008) reliability  availability of menu variant  promptness in serving  the serving conformity with the menu ordered  menu pricing  the amenities in payment ordinal likert assurance  waiters’ hospitality in serving the customers  waiters’ politeness  waiters’ product knowledge about the ingredients of the food  waiter’s ability to recommend food from the menu  waiters’ knowledge on restaurant facilities ordinal likert tangible  the restaurant’s decoration  the appearance of dinner set  the appearance of uniform of the staff  the appearance of menu book  the environmental hygiene at the restaurant ordinal likert empathy  concern toward the service failure  the service recovery  fulfillment of customer’s special requirements ordinal likert responsiveness  promptness in dealing with customer’s requests  promptness in dealing with customer’s questions  promptness in dealing with customer’s complaints ordinal likert brand loyalty z (lee, et.al, 2010) loyalty in attitude  willingness to do repeat dining for a specific restaurant ordinal likert tolerance to price  allows increased premium price ordinal likert continuous purchase  use the restaurant as the first choice compared to other restaurants ordinal likert recommendation behavior  recommend the restaurant to others ordinal likert sampling technique in this research will use probability sampling, because every customer of boka buka restaurant has the same probability to be selected as sample of this research. number of sample can be calculated as below: n = n (1) n.d2 + 1 2.200 = 95.65 respondents 2.200 x (0.1)2 + 1 124  journal the winners, vol. 16 no. 2, september 2015: 120-130 based on the calculation above, the samples taken for the questionnaire are 95.65 respondents, which can be rounded up into 96 respondents. so, 150 people will be used as samples in order to achieve the purpose of this research. but, only 108 respondents who were eligible to be analyzed. they are chosen because of the frequency of visit to the restaurant is more than two times. to complete this research, there are some analyses that will be done, they are validity and reliability test, normality test, correlation test, and path analysis. results and discussion validity, reliability, and normality test from the result of validity test using a 90% confidence level, all the questions that distributed through questionnaire are valid. all the questions that represent each variable from experiential value, customer satisfaction, and brand loyalty are valid because the value of corrected item total correlation > value of r table (0.13). from the reliability test, the result shows that all variables which are experiential value, customer satisfaction, and brand loyalty are reliable because all the value of cronbach’s alpha from each variable > 0.6. then, from the normality test, it is also obtained that all variables used in this research are normally distributed, with sig value 0.105 (experiential value), 0.200 (customer satisfaction), and 0.200 (brand loyalty). correlation test correlation test is used to determine the characteristic of relationship between independent variables and dependent variable. in this test, it will determine the relationship experiential value, customer satisfaction, and brand loyalty. in addition, the standard interpretation range of correlation is mentioned below (riduwan & kuncoro, 2007):  0,00 – 0,199: very weak  0,20 – 0,399: weak  0,40 – 0,599: quite strong  0,60 – 0,799: strong  0,80 – 1,000: very strong from spss software, it’s found the result as table 3 below: table 3 characteristic of correlations relationship between correlation characteristic of relationship x with y 0.812 very strong, direct, and significant x with z 0.727 strong, direct, and significant y with z 0.789 strong, direct, and significant enhancing brand loyalty …… (nathania gunawan; dkk) 125  path analysis individually 1. variable expriential value to customer satisfaction table 4 influence of experiential value to customer satisfaction (source: the researcher (2014)) sig = 0.000 < 0.1, then ho is rejected and ha accepted, which means experiential value (x) contributes significantly to customer satisfaction (y) in boka buka restaurant. the magnitude of the effect of variables x to variable y can be determined by looking at the r-square values in table 4.20, where the value of r2 = 0.659 = 65.9% thus, 65.9% of the value of the variable y is influenced by variables x, while the remaining 34.1% is influenced by other variables outside of this study. meanwhile, the magnitude of the path coefficients for other variables beyond the variables that affect the value of research is below: y (ρy) = 21 r = 659.01 = 0.5839 (2) the value of r (correlation coefficient) is found to be 0.812. this means that the relationship between the independent variables x together with the dependent variable y is strong (because the value of r is greater than 0.3) and goes in the same direction (because the value of r is positive). 126  journal the winners, vol. 16 no. 2, september 2015: 120-130 2. variable expriential value to brand loyalty table 5 influence of experiential value and customer satisfaction to brand loyalty sig = 0.012 < 0.1, then ho is rejected and ha is accepted. so, experiential value (x) contributes significantly to brand loyalty (z) in boka buka restaurant. any increase in the value of experiential value (x) by one, then the brand loyalty (z) will increase by 0.255. vice versa, any decline in experiential value (x) by one, then brand loyalty (z) will also decrease by 0.255, as seen in table 5. 3. variable customer satisfaction to brand loyalty based on table 5, sig = 0.000 < 0.1, then ho is rejected and ha is accepted. so, customer satisfaction (y) contributes significantly to brand loyalty (z) in boka buka restaurant. any increase in the value of customer satisfaction (y) by one, then the brand loyalty (z) will increase by 0.582. vice versa, any decline in customer satisfaction (y) by one, then brand loyalty (z) will also decrease by 0.582. path analysis simultaneously still referring to the table 5, sig = 0.000 < 0.1, then ho is rejected and ha is accepted. so, experiential value (x) and customer satisfaction (y) contribute simultaneously and significantly to brand loyalty (z) in boka buka restaurant. enhancing brand loyalty …… (nathania gunawan; dkk) 127  the magnitude of the effect of variables x and y simultaneously to variable z can be determined by looking at the r-square values in table 5, where the value of r2 = 0.645 = 64.5% thus, 64.5% of the value of the variable z is influenced by variables x and y, while the remaining 35.5% is influenced by other variables outside of this study. meanwhile, the magnitude of the path coefficients for other variables beyond the variables that affect the value of research is below: y (ρy) = 21 r = 645.01 = 0.5958 still referring to table 4, the value of r (correlation coefficient) is found to be 0.803. this means that the relationship between the independent variables x together with the dependent variable y is strong (because the value of r is greater than 0.3) and goes in the same direction (because the value of r is positive). so the overall causal effect of the experiential value (x) on customer satisfaction (y) and its impact on brand loyalty (z) can be described in a model of the complete structure as figure 1below: figure 1 causal effect of x and y to z then the whole path coefficients of a causal relationship can determine direct causal effect, indirect causal effect, and total causal effect of each variable. the results are summarized in table 6 below: table 6 summary of empirical causal relationship between variable x, y, and z variable path coefficient causal effect overall effect direct to z indirect through y total x 0.255 0.255 0.473 0.728 y 0.582 0.582 0.582 ε1 0.5839 0.5839 2 = 0.3409 ε2 0.5958 0.5958 2 = 0.355 x to y 0.659 x and y to z 0.645 0.5839 x y 0.812 z 0.582 0.255 y 128  journal the winners, vol. 16 no. 2, september 2015: 120-130 conclusion the condition of experiential value in boka buka is good, with the average score of 4.1274. food quality in boka buka got the lowest average score of 3.81, with the category is good. service excellence is also good, which is 4.15. score of aesthetics in boka buka is 4.04, so the aesthetics is good. playfulness in boka buka got the highest average score of 4.19. meanwhile, the condition of customer satisfaction in boka buka is good, with the average score of 3.5359. reliability in boka buka is good with the score of 3.53. then, assurance got the highest average score of 3.56, which is also good. tangible is in good category, which is scored 3.53. empahy got the lowest score of 3.47, with good category. responsiveness is also in good category with the score of 3.54. then, the condition of brand loyalty in boka buka is good, with the average score of 3.3441. loyalty in attitude got the highest average score of 3.59, which is good. the tolerance to price got the lowest average score, with the score of 3.25, and in sufficient category. continuous purchase is also good and get the score of 3.33. finally, the recommendation behaviour of the customers of boka buka is good, with the score of 3.47. experiential value has a positive and significant contribution to customer satisfaction at boka buka, with strong influence by 65.9%. experiential value also has a very strong relationship with customer satisfaction, which is 0.812. experiential value and customer satisfaction simultaneously contribute significantly to brand loyalty by 64.5%. where experiential value contributes positively and significantly to brand loyalty by 6.5% with a strong relationship, which is 0.727. customer satisfaction contributes positively and significantly to brand loyalty by 33.87% with a strong relationship, which is 0.789. experiential value has indirect influence to brand loyalty through customer satisfaction at 0.4732 x 100 % = 22.37%. while experiential value has direct influence to brand loyalty at at 0.2552 x 100% = 6.5%. experiential value has bigger contribution to brand loyalty when it is mediated by customer satisfaction. so, customer satisfaction is a mediating variable between experiential value and brand loyalty. in some point, boka buka has deficiency and there are some suggestions for them. the quality of food in experiential value should be given more attention, regarding the health and the taste of food in boka buka got the lowest score. it means that the customers also set high standard for the taste of food they ordered. boka buka can give more variety to the menu, especially healthy choices of food and drinks. healthy ingredients should be added as the ingredients of the food offered to the customers, like vegetables, fat free meat, and olive oil. drinks and desserts that contain low-fat milk or fruits will also add healthy choices to the menu. besides that, boka buka should understand the taste that the customers prefer. asking their feedback about the food is one of the way to keep it as a suggestion to improve. the empathy in customer satisfaction is the dimension that got the lowest average score among the five dimensions, especially the concern toward service failure. boka buka has to fix the attitude of its employees and increase their sense of empathy to apologize to the customers whenever they made mistakes. boka buka can train the restaurant's manager how to recover the failure made to the customers, so that the waiters will learn and immitate it. the other way is by putting the name of the customers into boka buka's system and guarantee them if the next time the waiters make a failure to them again, the food they ordered are free. boka buka has to increase the accuracy of service given enhancing brand loyalty …… (nathania gunawan; dkk) 129  to the customers, so the mistakes done can be reduced. then, regarding low total score of fulfillment of customer’s special requirements, boka buka also can accept special request of the menu, as long as it doesn't change the main idea of the menu itself. after dining, the customers can be given a tablet and make an account for themselves, which are listed as boka buka's customers, to give their request the next time they dine at boka buka. the customers can also give their feedback about the service and food they experience at the moment. this will increase the satisfaction of the customers, which will lead to the increase of brand loyalty. perform analysis and develop against other factors that may affect the customer satisfaction and brand loyalty, which can be done through further research. it is because experiential value affects customer satisfaction only for 65.9%, thus there are more factors that influence customer satisfaction as much as 34.1%. moreover, experiential value and customer satisfaction influence brand loyalty for only 64.5%, so there are 35.5% more other factors that influence brand loyalty. references agrawal, a., & s, s. (2010). retaining brand loyalty. copperbridge media. datta, v., & vasantha, s. (2013). experiential value, customer satisfaction, and customer loyalty: an empirical study of kfc in chennai. indian journal of applied research. fao. (2013). national nutrition strategy. 2nd international conference on nutrition. grigoroudis, e., & siskos, y. (2010). customer satisfaction evaluation: methods for measuring and implementing service quality. new york: springer. harr, k. k. (2008). service dimensions of service quality impacting customer satisfaction of fine dining restaurants in singapore. unlv theses. havaldar. (2010). business marketing: text & cases, 3e. new delhi: tata mcgraw-hill education. hill, n., roche, g., & allen, r. (2007). customer satisfaction: the customer experience through the customer's eyes. london: cogent publishing. kabiraj, s., & shanmugan, j. 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(2008). creating and managing superior customer value. uk: emerald group publishing limited. microsoft word 03_ak_wendy endrianto_220816_rev1.docx maximizing strategy…… (wendy endrianto) 19  maximizing strategy with an effective balanced scorecard wendy endrianto accounting and finance department, faculty of economic and communication, bina nusantara university, jln. k.h. syahdan no 9, jakarta barat, dki jakarta, 11480 w.endrianto@binus.ac.id abstract the research was conducted by studying the literature on the topic discussed. presented descriptively in a systematic way to address each of the key discussion on this research, then connecting factors correlated with each other were finally seeking a conclusion the most effective method in meeting the company's goals. then, through this study it can be concluded that in order to synergize between vision, mission and strategy of the company in regard to improving the company's performance is by communicating the balanced scorecard from top management down to the lower level of management so that all elements of the company know their respective roles in order to achieve company’s goal. keyword: company strategy, vision, mission, financial performance, balance scorecard. introduction vision and mission are the starting point for strategic planning and corporate objectives. key performance indicator (kpi) of the business will measure the extent to which the progress made in achieving objectives that flow from the vision. efforts in achieving this vision will always involve a change towards a better future. there are risks in making the necessary changes in the course of this, but the leaders have to convince members that there is a greater risk if persisted in the current circumstances. susanto (2008) has explained that the determination of the vision and the mission begins with a look at where the position of the business now and where we want to be in the future and then describe a vision of the future for the business. to build an organization that can drive innovation and advanced through changes, organizational leaders must start with clear objectives and communicate them to everyone who has the same goal. a successful leader spends time with their team. they illustrate the vision, goals, and challenges faced in achieving the vision and objectives. nothing is more important than communicating the visions and goals of the company. the leaders brief the people about the importance of their role in realizing the vision and meet the challenges ahead. they inspire subordinates to think, act and behave like entrepreneurs who are eager to find innovative ways to achieve success. leadership gives spirit, vision, and psychological adhesive that unite the organization in all its activities. management missions, maintain accountability and help ensure the realization of participation and commitment from the entire organization. we can not build passionate, committed, and enthusiastic organization or team members if they do not know where they are going. they have to find their own destination and then follow them. there are the importances of vision presentation in a dramatic way to provide durability. in the development and formulation of vision and mission, it should be emphasized that a good formulation of the vision and mission should not only compiled and formulated alone since the 20 journal the winners, vol. 17 no. 1, march 2016: 19-27  beginning but must be communicated and shared with other members. the vision and mission are communicated and shared the main idea so that the company can continue to grow and enter into a new dimension. a shared vision together is a contribution that gives strength to the meaning of work. so ownership of the vision and mission of the whole member organization is important. the mistake that often occur in a company is where the organizational structure always comes in advance rather than the strategy itself. the development of strategy should be the first thing to do, and then in order to implement this strategy, an appropriate structure can be drawn up. this is the trap that often happens; the strategy is made following the existing structure. key performance indicator (kpi) of the business will measure the extent to which the progress made in achieving the vision and mission which is measured by seeing how far the performance of the employees in its favor. performance is a real achievement that is displayed after the relevant person's duties and role in the organization or company. performance systematically explains the relationship between work with the strengths and weaknesses that are owned by individuals or groups. rivai & basri (2005) have defined performance as a result or a person's overall success rate during a certain period in performing tasks compared to those possibilities, such as a standard work, the target or criteria that have been determined in advance has been agreed. while mathis & jackson (2006) have stated that the performance is essentially what is done or not done by the employee. performance management is the overall activities undertaken to improve the performance of the company or organization, including the performance of each individual and group work at the company. further related to the assessment of the performance of the company, the formulation of the balanced scorecard is often considered as ineffective implementation. ineffectiveness is due to several factors and especially the inability of management to synergize between vision and mission of the company with the existing scorecard. no third synergetic these variables will be felt on the employees at the manager level down; it is associated with the assessment of their performance that led to the amount of the bonus received. this research reviews how to maximize the strategy by creating an effective balanced scorecard so that they can work together to achieve the vision and mission of the company which is the agreement of all levels of an organization. the more effective synergy is formed, it will increase the competence of the company to compete in the business world because of the company's strategy is right on target. the authors trust this study would provide a positive thought for the business world from the perspective of applied science about how to synergize the existing strategy with the balanced scorecard. in the midst of business competition intensifies, this method will be considered very effective and efficient in order to survive in the throes of economic and political conditions of the world today. methods the research is conducted by studying the literature on the topic discussed. there are two keywords that are discussed in this article, the strategy and the balanced scorecard, how to synergize in order to achieve the company's objectives effectively and efficiently. maximizing strategy…… (wendy endrianto) 21  results and discussions mulyadi (2007) has defined that the strategic management as a process used by managers and employees to formulate and implement strategies by providing the best customer value to realize the company's vision. basically, the strategic management is an effort to build the management and employees of the company's future. the strategy is the main action pattern selected to realize the vision of the company, through the mission. from the definition above, there are four important conclusions as follows: (1) strategic management is a process; (2) process is used to formulate and implement strategies; (3) strategy is used in the provision of customer best value for realizing the company's vision; (4) managers and employees are perpetrators of strategic management. strategic planning is a process of selecting the destination, the determination of strategies, strategic programs, and the establishment of methods that are needed to then be implemented in the operational activities of the company. strategic planning consists of short-term planning and long-term well crafted to achieve company goals. there are three important reasons of strategic planning are: (1) strategic planning framework provides the basis for other planning; (2) strategic planning will facilitate an understanding of other forms of planning; (3) strategic planning is the starting point for the assessment of managers and organizational activities. hrebiniak (2005) has expressed several factors that obstruct the successful implementation of the strategy as follows: (1) managers are trained to make plans but not trained to implement the plan. (2) the top managers of companies have confidence that the implementation of the strategy will be carried out by the company's human resources at a level below them. (3) there is a separation between those who make plans with which to implement the strategy as part of the planning. whereas the planning and execution of the strategy is well aligned. supposedly implementing the strategy is also a strategy formulator, so as to take into account the constraints of strategy execution that may occur in the future. (4) execution strategy has a time period longer than the time required for strategy formulation. in the execution of long-term strategy, a variety of problems that are not visible at the time the plan was made to appear and it can exert pressure on the managers who implement the plan. execution of strategy in the long-term also has a high risk of failure when the control system of the company is not able to provide adequate feedback about why a strategy failed to be implemented. (5) managers often view of strategy execution as an act or a single step and not see it as a process. whereas the execution of the strategy is a series of internal activities of the company are integrated and proceeds during the time the execution of the strategy. (6) execution of strategy needs more people to be involved compared to the current strategy. this raises a variety of issues, such as coordination, communication, and incentives for implementing the strategy implementation throughout the organizational structure. so it can be concluded that the strategic planning for the company is very important, because, without a strategy in managing the company, a manager looks like as if stepping into uncertainty. strategic planning is an important internal factor to be considered in planning and decision making. management with all the expertise required developing a suitable strategy for the company he leads. management strategy helps companies to face the changes that are not anticipated by the company in its present condition. the global economic crisis is the main obstacle that is often ignored by all of the company when the economy is in a good and profitable condition, but when the situation turned upside down, the role of strategic management becomes very important and necessary. it would be too late for the company to implement a management strategy when the company is already on the verge of a major problem because time can not be predicted and the situation can not be estimated. management strategy helps organizations collect, analyze, and manage information. they keep track of industry trends and competitive, developing forecasting models and scenario analysis, performance evaluation of companies and divisions, spot new market opportunities, identify business threats, creative and develop an action plan. 22 journal the winners, vol. 17 no. 1, march 2016: 19-27  the management strategy has a short-term organizational objective that must be achieved in order to achieve long-term goals. as long-term goals, annual goals must be measurable, quantitative, challenging, realistic, consistent, and prioritized. they should be set at the company, division, and functional at the level of large organizations. annual goals must be expressed in terms of management, marketing, finance/accounting, production/operations, research and development, and information systems. the annual target is required for any long-term goals. annual interest is particularly important in the implementation of the strategy, while the long-term goal is crucial in the formulation of the strategy. annual interest is an objective basis for allocating resources. the policy is a means of annual goals to be achieved. policies include guidelines, rules and, procedures are established to support the efforts to achieve the stated objectives. changes in one of the major components in the model may require a change to one or all of the other components. for example, changes in the economy can be a great opportunity and require changes in the long-term objectives and strategies; the annual failure to achieve the goal may require a change in policy, or the main rival of the change in strategy may require a change of mission strong. therefore, strategy formulation, implementation, and evaluation of activities should be carried out continuously, not just at the end of the year or semiannually. strategy management process never really ends. the implementation of the strategy management process is usually more formal and larger in a large organization. the balanced scorecard is the result of research robert s. kaplan and david p. norton in 1992 which reported the results of a research project on multi-company and introduced a performance assessment methodology oriented strategic view to the future. mulyadi (2007) has divided the two words “balance scorecard” to "balance" and "scorecard". “balance” means impartial, while the “scorecard” is a value card that will be used to plot the value that will be realized in the future. the balanced scorecard is an intention to measure performance in an executive balanced of various dimensions, namely financial and non-financial, both short term and long term. in the process, the balanced scorecard is not just a tactical or operational measurement system, but as a strategic management system for managing long-term strategy and yield management process as follows: (1) clarify and translate vision and strategy; (2) communicating and linking strategic objectives and measures; (3) plan, set goals, and align strategic initiatives; (4) enhance strategic feedback and learning. kaplan and norton (1996) have introduced four different perspectives of a company's activities that can be evaluated by management, as follows: (1) the financial perspective, how do we satisfy shareholders? (2) customer perspective, how do we satisfy the customer? (3) internal business process perspective, whether the processes are favored to reach the company's success? (4) learning and growth perspective, how we will sustain the ability to change and improvement?these four perspectives of balanced scorecard can be seen in figure 1. malina and selto (2001) have found some companies that introduced the balanced scorecard to advance strategies. scorecard has greatly influenced the views and actions of the company, both beneficial and detrimental. when the elements of the balanced scorecard are well designed and effectively communicated, it appears to motivate and influence the lower level managers to adjust their actions with strategy. further, managers believe that these changes resulted in an increase in the performance of sub-units. however, there is also consistent evidence that the design flaws and deficiencies in the balanced scorecard strategic communications have affected the relationship between some of the top and the middle managers. tensions exist because of the design of the balanced scorecard exacerbate a strong distinction between their views on the future opportunities. deficiencies in communication generate distrust and reluctance to change. while certain weaknesses and deficiencies may be unique to the company studied, these findings appear to reflect generally on the issue of bsc design and usability. maximizing strategy…… (wendy endrianto) 23  figure 1 the four perspective of balanced scorecard gumbus (2006) has elucidated that the balance scorecard enables a focus on long-term growth versus a short-term focus on quarterly results. it also expands the traditional short-term financial metrics by including customer, operational efficience, and employee learning and growth measures. the card provides a balance between short and long-term goals and also balances what gets measuredfinancial plus quality and consumer and employee satisfaction dimensions. balanced scorecard excellence in strategic planning system is the ability of the balanced scorecard in producing a strategic plan that has the characteristics, namely comprehensive, coherent, balanced, and measured. comprehensive characteristic in balanced scorecard is broaden perspectives covered in strategic planning, of which previously only limited on the financial perspective, the third extends another perspective, namely customer, process, and learning and growth. expansion perspective of the strategic plan to the non-financial perspective yields benefits: (1) promising financial performance manifold and continuous, as in planning, attention and effort focused on the perspective of nonfinancial personnel; (2) enable the company to enter into a business environment that is complex, because the balanced scorecard produce a plan that covers a broad perspective, so that the resulting plan is able to respond to complex environmental changes. balanced scorecard requires personnel to build their causal link between the various strategic objectives resulting in strategic planning. each strategic objectives are applied in a non-financial pespektif must have a causal relationship with the financial targets, either directly or indirectly. in the end all strategic targets in a variety of non-financial perspectives should be geared in the financial startegik target, because in company is an institution who create wealthy, therefore, all activities must be able to generate additional wealth, either directly or indirectly. coherent strategic targets generated in the system of strategic planning motivating personnel to be responsible in seeking strategic initiatives that are useful for generating financial performance. strategic planning system that produces a coherent strategic objectives will promise continuous multiplication of financial performance, because the personnel are motivated to seek strategic initiatives that have benefits to the realization of 24 journal the winners, vol. 17 no. 1, march 2016: 19-27  strategic objectives in the learning and growth perspective, process, customer, or financial. in the balanced scorecard approach, there is no strategic initiatives that are not useful to achieve certain strategic goals. coherent strategic targets promised doubling of financial performance is needed by the company to enter the competitive business environments, companies are required to become an institution multiplication of wealth and not just institutions creators of wealth. various strategic that generated by the system of strategic planning have to realize strategic objectives by taking into account various core belief and core values set out in the strategy formulation system. the coherence accomplishment of such a promising company vision is based on the basic values of the company. the balance of strategic targets that generated by the system of strategic planning is important for generating sustainable financial performance. there are four strategic objectives that need to be realized by the company are: (1) shareholder value, the value for the owners of capital in the form of financial returns that doubled and sustainable; (2) customer capital, product and service attribute, quality relationships, and the image is able to produce the best value for customers; (3) the process is productive and cost effective; (4) human capital, information capital and organization capital. helpless human resources arethe availability of information systems as an enabler, and organizations that enable human capital work together in synergy. measurable goals synergy that generated by the system of strategic planning promising strategic achievement of various targets. the balance scorecard measures the strategic goals that are difficult to quantify. strategic targets in perspective customer, process and learning, and growth are objectives that are not easily measured, but in the balanced scorecard approach,targeted at the three perspectives nonfinancial can be sized to be managed, so that it can be realized. thus, the degree of measurability of strategic goals in the third becomes a very promising perspective as seen in figure 2. figure 2 the balance of strategic objectives in strategic planning (source: mulyadi, 2007) external environment analysis provides insights to us about the various possibilities that we will achieve the opportunities and threats we face. nonetheless, both recently confirmed it as an financial perspective process perspective  learning and growth perspective  customer perspective  maximizing strategy…… (wendy endrianto) 25  opportunity and a threat if we include an internal analysis as the analysis of the strengths and weaknesses of our own to be associated with opportunities and threats. here we are required to be honest to ourselves that we are not mistaken in seeing the opportunities and threats that have been identified. sometimes, opportunity that we see is not really for us, because there may be certain drawbacks that we have and difficult to repair associated with these opportunities. wheelen and hunger (2008) have mentioned that we need to make sure whether all the resources we have served to increase the competitive advantage of our own. for that, we can do five process stages: (1) identify and classify the resources of the company into two groups, namely the strengths and weaknesses. as we did the analysis of the external environment, internal environment analysis will lead to what are the strengths and weaknesses of our own. once again of course this should be relative to the opportunities which we will take, or the threat which we must overcome. (2) combining the strength of the company on certain capabilities and core competencies. by analyzing the internal strength, we can see the combinations that can be created in our overall capabilities. this combination expects to produce a synergy, which is the total benefit is greater than the capabilities if we run separately. (3) assess the extent of their capabilities and these capabilities can generate competitiveness and profits. (4) choose strategy to exploit the capabilities and competence of the company relative to the opportunities that exist. (5) identify resource gaps and try to correct weaknesses. in addition to the capability and competence, there are other terms that durability and initiability. durability is the extent to which the capabilities and advantages of the company becomes obsolete or an advantage may be superior because of existing technology or a new way that makes excellence is irrelevant. while initiability concerns with how an emulated capabilities and advantages of the other parties. the greater the benefit received by the company on the capabilities and advantages will sooner followed or imitated by competitors. in the midst of upheaval business environment faced by a company, it is not excessive if a company is required to have the capacity to adapt and the ability to overcome difficulties thus becoming an organizational excellence.indeed, the real learning occur when people are constantly enhancing its capacity to create what he/she wanted to create (and usually something better). without sufficient capacity to carry out the changes, we will not reap any fruit from a plan change. with the capacity and readiness of the changes we make, as well as reconstructing the company's business. increased ability to do continuously perform systematically will gradually be able to prolong the survival of a company's business process innovation. a performance management personnel aims to improve the accountability of personnel in the use of various resources in realizing the company's vision through the options. personnel performance management consists of the following five integrated phases: (1) planning the company's performance to be achieved; (2) application of the role and core competency of personnel in realizing the company's performance; (3) designing a reward system based on performance; (4) measurement and evaluation of personnel performance; (5) distribution of awards based on the results of the measurement and assessment of personnel performance. through five stages with integrated, quality management personnel performance improves significantly following: (1) management of personnel performance includes the performance of employees, not just limited to the performance of managers who hold certain positions within the organization. thus the performance management system is able to mobilize and direct all company personnel in winning the customer choice and realize the vision of the company. (2) performance management personnel conducted applying spurred by fulfilling customer needs. in an environment in which the business customer in control, system performance management is driven by the fulfillment of customer needs will promise to improve the company's competitiveness in winning the customer choice. (3) the planned personnel performance through strategic planning system based on the 26 journal the winners, vol. 17 no. 1, march 2016: 19-27  balanced scorecard. as a result, the performance of which is formulated in the form of performance includes strategic and comprehensive perspective. make strategic performance of each person's thinking long and comprehensive performance boosters make personnel focused to the real performance of the company. (4) performance of personnel is defined as personnel success in realizing the company's strategic goals and the company's strategic objectives is the result of the translation of the mission, vision, basic beliefs, basic values, and corporate strategy. thus the planned personnel performance is closely related to the vision and strategy of the company. performance management system which links closely the performance of personnel with the strategy and vision of the company will promise the ability of all personnel to perform continious alignment to changes in the business environment that is entered by the company. figge, schaltegger and wagner (2002) have stated that balance scorecard can be applied to integrating environmental and social aspects into the successful implementation of both conventional corporate strategies and explicit corporate sustainability strategies. it is obvious that in the case of companies that have adopted explicit sustainability strategies environmental and social aspects will play a more prominent role in the sustainability balance scorecard. however, the openness of the approach also includes conventional firms widens the applicability of the balance scorecard from sustainable niche players to the far wider range of mainstream companies and helps them to move towards a more sustainable performance. it is obvious that the balance scorecard makes no statement on what kind of strategy should be chosen. here again, it becomes clear that a sustainability balance scorecard is embedded in the wider context of strategic management. conclusions to achieve better system performance, organizations should conduct performance measurement in order to have an objective and measurable management. organizations need to evaluate the results of any activities carried out by the respective centers of responsibility compared to the benchmarks that have been set. in addition to external analysis company, internal analysis of the company is also very important to do and that is not too far in setting targets or goals and no one in defining a strategy. the first thing to do is to recognize the capability and competency; we need to ascertain whether all the resources we have served to increase the competitive advantage of our own. it is demanded to be true or not mistaken in seeing the opportunities and threats that have been identified. and to synergize between vision, mission, and strategy of the company in terms of improving the company's performance is by communicating the balanced scorecard, from top management down to lower level management so that all elements of the company know their respective roles in order to achieve a common goal. references figge, f., hahn, t., schaltegger, s., & wagner, m. (2002). the sustainability balanced scorecard linking sustainaibility management to business strategy. business strategy and the environment, 11 (5), 269-284. retrieved may 1st, 2015, from http://interscience.wiley.com. gumbus, a., & lussier, r. r. (2006). entrepreneurs use a balanced scorecard to translate strategy into performance measures. journal of small business management, 44(3), 407-425. retrieved may 1st, 2015 from http://onlinelibrary.wiley.com. doi: 10.1111/j.1540627x.2006.00179.x. maximizing strategy…… (wendy endrianto) 27  hrebiniak, l. g. (2005). making strategy work: leading effective execution and change. wharton school publishing. kaplan, robert s., & norton, d. (1996). using the balanced scorecard as a strategic management system. harvard business review, 74 (1), 75–85. malina, m. a., & selto, f. h. (2001).communicating and controlling strategy: an empirical study of the effectiveness of the balanced scorecard. retrieved may 1st, 2015 from http://aaajournals.org mathis, r. l., & jackson, j. h. (2006). human resource management: manajemen sumber daya manusia. translated by dian angelia. jakarta: salemba empat. mulyadi. (2007). sistem terpadu pengelolaan kinerja personel berbasis balanced scorecard. yogyakarta: unit penerbit dan percetakan stim ykpn. rivai, v., & basri, a. f. m. (2005). peformance appraisal: sistem yang tepat untuk menilai kinerja karyawan dan meningkatkan daya saing perusahan. jakarta: pt. raja grafindo persada. susanto, a. b. (2008). visi & misi: langkah awal menuju strategic management. jakarta: the jakarta consulting group. wheelen, t. l., & hunger, j. d. (2008). strategic management and business policy. 11th edition. uk: pearson international edition. microsoft word 03_mn_mapping the customer experience-a2t.doc mapping the customer experience …… (jerry marcellinus logahan; dkk) 15  mapping the customer experience management strategies for customer loyalty in retail hypermarket jabodetabek jerry marcellinus logahan1; janita sembiring meliala2; iskandar putong3 1, 2, 3management department, school of business management, binus university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 1jerrymarcellinus@yahoo.com; 2ycs366@yahoo.com; 3xanderputong@gmail.com abstract today, competition in the global market has become increasingly difficult and and at the same time products and services provided by retail companies tend to be similar. so in such circumstances, customers expect not only satisfied with the products and services, but also the pursuit of the perfect shopping experience during the shopping process. the purpose of this study was to devise a customer experience management strategy at a hypermarket retailer carrefour, hypermart, giant, and lotte mart. both overall and per hypermarket retail chains that have the same character. the method used is factor analysis, multi dimension scaling (mds). the object of research is the hypermarket retail customers in jakarta, bogor, depok, tangerang and bekasi to sample 360 people. the results of mds mapping cem variable per retail hypermarket retail hypermarket seen no one who is in the first quadrant in which the dimensions 1 and 2 positive namely giant hypermarket retail. tthere are three retail hypermarket located in quadrant 2 wherein the dimensions of 1 positive and 2 negative dimension namely retail carrefour, hypermart and lotte mart. in mds can be classified group 1 are the outlets; group 1 are gps (giant plaza semanggi), clb (carrefour lebak bulus), cph (carrefour permata hijau) and hpv (hypermart pejaten village) which leads to a positive value. while other outlets in group 2 are ccb (carrefour cibinong bogor), gbt (giant bsd tangerang), gmd (giant margo city depok), hpb (hypermart pondok gede bekasi), hjt (hypermart jacc thamrin), lrp (lotte mart ratu plaza), lkg (lotte mart kelapa gading), lf (lotte mart fatmawati) have in common in the lower quadrant (negative). keywords: utilitarian shopping value, hedonic shopping value, customer experience management, customer satisfaction, customer loyalty abstrak persaingan saat ini di pasar global telah menjadi makin sulit dan pada saat yang sama produk dan layanan yang diberikan oleh perusahaan cenderung sama yaitu ritel hypermarket. jadi dalam keadaan seperti itu, pelanggan mengharapkan tidak hanya puas dengan produk dan layanan, tetapi juga mengejar pengalaman belanja yang sempurna selama proses belanja. penelitian bertujuan untuk merancang strategi manajemen pengalaman pelanggan di toko hypermarket carrefour, hypermart, giant, dan lotte mart. baik secara keseluruhan maupun per rantai ritel hypermarket yang memiliki karakter yang sama. metode yang digunakan adalah analisis faktor, multi dimensi scaling (mds). objek penelitian adalah pelanggan ritel hypermarket di jakarta, bogor, depok, tangerang dan bekasi untuk sampel 360 orang. hasil pemetaan mds variabel cem per retail hypermarket, dengan kuadran 1 dan 2 mempunyai dimensi positif adalah retail hypermarket giant. tiga retail hypermarket berada pada kuadran 1 positif dan 2 negatif yaitu carrefour, hypermart dan lotte mart. berdasarkan hasil penelitian mds dapat diklasifikasikan grup 1 adalah outlet gps (giant plaza semanggi), clb (carrefour lebak bulus), cph (carrefour permata hijau) and hpv (hypermart pejaten village) punya nilai positif. group 2 adalah ccb (carrefour cibinong bogor), gbt (giant bsd tangerang), gmd (giant margo city depok), hpb (hypermart pondok gede bekasi), hjt (hypermart jacc thamrin), lrp (lotte mart ratu plaza), lkg (lotte mart kelapa gading), lf (lotte mart fatmawati) nilai negatif. kata kunci: nilai belanja utilitarian, nilai belanja hedonik, manajemen pengalaman pelanggan, kepuasan pelangggan, loyalitas pelanggan 16 journal the winners, vol. 16 no. 1, march 2015: 15-24  introduction currently, competition in the global market has become increasingly difficult and at the same time products and services provided by retail companies tend to be similar. so in such circumstances, customers expect not only satisfied with our products and services, but also the pursuit of the perfect shopping experience during the shopping process. the development of people's lifestyles are changing so fast these days and similar to the modern shopping trends, especially in the upper-income. the process of shopping is no longer just to buy the necessary products (utility) but also for recreational activities (hedonic). this has been a part in driving the development of the retail industry. these opportunities are capitalized by the retailer in the country with an aggressive expansion of the network their hypermarket retail outlets in indonesia. despite this growing retail growth so fast, in reality, consumers often have a less satisfactory experience in the process of shopping in the retail industry in indonesia. whereas, in the competitive retail industry in indonesia, especially retail hypermarkets, like carrefour, hypermart, giant, and lotte mart that has been professionally managed, should be able to provide optimal service to its customers. in reality there are still many shortcomings in meeting customer satisfaction and customer loyalty in the retail shop hypermarket in indonesia as in miharja (2010). looking at the trend of increased spending in retail hypermarket but on the other side of customer satisfaction and loyalty are also quite large. for this reason the author would like to see how the position hypermarket outlets in greater jakarta in serving customers in order to increase customer satisfaction and loyalty by making maps and hypermarket retail strategy in greater jakarta (jabodetabek—jakarta, bogor, depok, tangerang, bekasi). this research is expected to be a trigger to develop customer loyalty for the user of retail hypermarket in jabodetabek. the data used were data in 2013, assuming the data obtained from the customer experience ever shopped in retail hypermarket (carrefour, giant, hypermart, lotte mart) in greater jakarta, the estimated results can be representative of the overall response overall hypermarket retail customers. of the four retail hypermarket, 3 retail outlet samples are taken at random (random) and each outlet 30 customers. so taken the total number of respondents was 360 respondents. answers from respondents will be in the rankings and will be processed in a multi dimention scaling (mds). from there, it will be mapped position of each retail hypermarkets and also from each retail outlet hypermarket. from the result processed, this data will be input for hypermarket retailers and for further research. field of science and quantitative analysis involved in this study include the fields of business statistics, management science, especially marketing management. the researchers of customer experience revealed customer experience management concept model with a size of eight indicators; they are social environment, service interfaces, retail atmosphere, assortment, price, customer experience in alternative channels, retail brand and customer experience (verhoef et al., 2009). this article was written on the basis of a holistic research literature called "the scarcity of systematic scholarly research" that develops understanding of the customer experience management concept. this concept is also widely used by other researchers who examined the customer experience management. the weakness of this study is yet to be proven applicable in a real world of retail businesses. however, the size of the indicators used by verhoef et al. (2009) is inspiring and it can be used by researchers in entering a dimension of cem indicator. while puccinelli et al. (2009) revealed how the concept of cem can improve customer satisfaction and retail performance. it is just that this study also only use research literature that are linked to consumer behavior with a psychological approach in the decision making process of consumers in the united states. this concept has not been proved applicable in the retail world (puccinelli et al., 2009), this is how the concept of cem can be mapping the customer experience …… (jerry marcellinus logahan; dkk) 17  used in research in retail real world. it is also inspired to use this concept in the retail industry of cem (puccinelli et al., 2009) that reveals the importance of the use of marketing and financial strategies using the concept of customer experience management in the retail industry in america. cem can have an impact on improving customer satisfaction, increasing purchase frequency, increasing customer spending, and could eventually create a retail company experienced gains. however grewal, levy, and kumar (2009) used the concept verhoef et al. (2009) and puccinelli et al. (2009) in a research article, which based on the research literature. so the concept of cem here has not been examined in accordance with the existing retail activities. in addition this paper is to view that the concept of cem can be used as a draft strategy in the retail industry to win the competition (grewal et al., 2009). yang and he (2011) revealed the experience that customers have a relationship and influence on customer intention in the retail industry in china. yang and he (2011) used structural equation model (sem) with 300 retail consumers in china as respondent. yang and he (2011) conducted an analysis tool confirmatory factor analysis (cfa) to see the effect utilitarian and hedonic goal oriented goal oriented towards sensory experience, emotional experience, and social experience and its impact on purchase intentions. a study conducted by claeys and roozen (2012), using "different constructing scenarios" methodology, tried to answer how to influence emotional and functional customer to customer experience and its impact on satisfaction, recommendation, and retail’s customer loyalty in brussels. the study was not a quantitative research and actual application that cannot directly visible. it was found that functional experience has a negative effect on satisfaction, loyalty, and recommendation (claeys & roozen, 2012). while the emotional experience has significant influence on satisfaction hedonic, loyalty, and recommendation. the results were used to investigate quantitatively using multi dimensional scaling (mds) with a variable which is similar to this study. results of the analysis of this study are expected to be the input to formulate a strategy for the evaluation of hypermarket retailers in greater jakarta. only claeys and roozen (2012) did a research using sem and did not create a mapping with cem concept to retail in brussels, so that less can be used by retailers as a strategy to be competitive in the retail industry in brussels. research conducted by wijaithammarit and taechamaneestit (2012) revealed the influence of customer experience management on customer affection and customer cognition and its impact on customer satisfaction and customer loyalty. wijaithammarit and taechamaneestit (2012) used path analysis and a sample 1200 respondents of retail customers in thailand. the research found that all have a positive effect on customer affection between cem as well as on customer cognition and also have an impact on customer satisfaction and customer loyalty. another study by ceribeli, merlo, senesi, and palau (2012) identified and compared main items that form part of the consumer experience and affect the retail consumer satisfaction in supermarkets in brazil and argentina in order to achieve a defined objective, the field survey. for data analysis, two multiple regressions were performed in which one for each group of individuals of the same nationality. it was observed the way of products arranged and displayed in the store, and the perception of quality, which are essential for both the argentine and brazilian consumers. it was also found that the physical appearance of the store environment is more appreciated by brazilian consumers; while the prices, opening hours, and relationships with store employees are more important for argentine consumers. this study showed that although both geographically adjacent countries and with the same culture, there is a significant difference between the behavior of consumers in brazil and argentina, which should be considered by the supermarket chains that operate or plan to operate in the countries of south america. the main managerial implications of this 18 journal the winners, vol. 16 no. 1, march 2015: 15-24  research are the need for a supermarket retailer that operates in various countries in south america has to adjust their retail marketing mix to meet different consumer needs, to take into account the specific city associated with socio-economic and cultural contexts. method this research described and explained the precise and clear position of the concept of customer experience management strategy (cem). subject of this research is retail hypermarket in indonesia, such as carrefour, hypermart, giant, and lotte mart, while object of this research is customer in greater jakarta area from august 2013 to january 2014 (six months). this study used a quantitative design on factor analysis, multidimensional scaling analysis (mds), and causality between utilitarian and hedonic values that influence the management of the customer experience and its impact on customer satisfaction and customer loyalty by using sem analysis in retail hypermarket like carrefour, hypermart, giant, and lotte mart outlets in greater jakarta. in practice, this study used survey by questionnaire to obtain data from research subjects in a relatively short period of time. the unit of analysis used was individual, i.e. hypermarket retail customers in greater jakarta. moreover, time observation was cross-sectional, that the data were taken only once (sekaran, 2006). this research used secondary data, obtained from literature and field by collecting data from interview and questionnaire. mapping analysis and cem strategy in retail hypermarket in jabodetabek needed to perform the following steps. the first is initial data collection of respondents of retail hypermarket customers in the greater jakarta; the second, grouping dimension of cem variable by using factor analysis; the third, mapping the questionnaire results from variable cem customers using mds analysis. in this study, ict components become part of the dimensions of efficiency driven and innovation-driven dimensions which were used also in the concept of customer experience management. the research will show how ict was used as research tools (spss 19, mds). data collection questionnaire could be used through direct field collection already written in the questionnaire so that confidential questionnaire results can be justified. tabulation of data processing was done through the use of ms excel and data processing analysis of factor analysis using spss and multidimensional scaling (mds) and performance important matrix (pim) through the application spss22. ict as a research area included the use of concepts such as e-commerce, mobile advertising, and cloud technology. the concepts of technology and innovation using the concepts related to the area of ict. characteristics of the data or the respondent were all hypermarket retail customers during the year 2012/2013 in jabodetabek, with the provision (inclusive criteria for respondents) as follows: adult (over 18 years), married (family: couples without children, couples with children and no grandchildren, couples with children and grandchildren, single parent), education at the top of smu (educated/uneducated). population taken as sample stratified random sampling in which the selection of sample member elements where the population was broken down into smaller population, called the stratum ask and each stratum must be homogeneous or relatively homogeneous. each stratum as sample taken at random to make estimation that represents the corresponding stratum (supranto & limakrisna, 2012). each hypermarket retail outlets in greater jakarta in total of minimum 30 respondents at each outlet was taken as a rule of thumb like roscoe in (sekaran, 2006). three hypermarket retail outlets were multiplied by 30 respondents each outlet, and it became 90 respondents for each hypermarket retail customers. so overall, sample size of the respondents was 360 respondents from 4 retail hypermarkets and was multiplied by 90 respondents of hypermarket retail customers in the greater jakarta, consisting of: mapping the customer experience …… (jerry marcellinus logahan; dkk) 19  table 1 sample location and number of respondents no retail hypermart location number 1 carrefour lebak bulus 30 permata hijau 30 cibinong 30 2 giant plaza semanggi 30 bumi serpong damai, tangerang 30 margo city depok 30 3 hypermarket mall pejaten village 30 jacc thamrin plaza 30 pondok gede mall bekasi 30 4 lotte mart mal kelapa gading 30 fatmawati 30 ratu plaza 30 total 360 picture data processor with up to mapping cem variable in mds in retail hypermarket in indonesia as well as the analysis of the advantages of each retail hypermarket in indonesia are as follows: (1) the response of two-dimensional grouping that has been analyzed, new data will be included in the mapping of each retail hypermarket carrefour, hypermart, giant and lotte mart into the retail map configuration of hypermarkets in the greater jakarta. (2) the results of the mapping can be shown from each retail hypermarket carrefour, hypermart, giant and lotte mart are depicted in two-dimensional map in the picture. (3) the results of this mapping can also indicate from each retail outlet hypermarket carrefour (lebak bulus, itc permata hijau, cibinong bogor) hypermart hypermarket retail outlets (mall pejaten village, jacc thamrin plaza, pondok gede mall bekasi), giant hypermarket retail outlets (earth serpong damai, plaza semanggi, margo city depok), hypermarket retail outlets lotte mart (mal kelapa gading, fatmawati, ratu plaza). results and discussion the first is the mapping variable of cem per retail hypermarkets (carrefour, giant, hypermart, and lotte mart). 20 journal the winners, vol. 16 no. 1, march 2015: 15-24  figure 1 mapping variable cem in retail hypermarket source: result data processing (2014) from figure 1, group 1 (mds) for the x (positive) and y (positive) is a giant group 2 (mds), for the x (positive) and y (negative) is carrefour, hypermart, and lotte mart. retail hypermarket in jabodetabek from cem variable that meets the x and y are positive it turns out is the giant hypermarket retail. while, retail hypermarket carrefour, hypermart and lotte mart are x (positive) but the y (negative). mapping retail hypermarket in jabodetabek judging from two variables: customer experience management (cem) with customer satisfaction (cs) using the important performance matrix (pim) of spss 22 then seen the map below. for mapping on the basis of the hypermarket retail outlets cem variables are as follows. figure 2 mapping variable cem in outlet retail hypermarket source: result data processing (2014) mapping the customer experience …… (jerry marcellinus logahan; dkk) 21  from figure 2 can be found to analysis of cem variable angle dimensions1 (x) and the second dimension (y) can be described as follows: (1) dimension 1: getting to the right (positive) number one greater dimension. looks almost all outlets more in the direction to the right and there is no one on the left (negative). this means that all outlets for y9 indicator (supermarket brand), y15 (recommendation), y17 (product exchange) and y23 (number of people in the store) is good. in this case there are no outlets are included in dimension 1 negative. (2) dimension 2: getting to the top of figure 2 the greater dimension. there are 4 outlets are located in the upper quadrant (positive) 2 dimensions, namely gps (giant plaza semanggi), clb (carrefour lebak bulus), cph (carrefour permata hijau) and hpv (hypermart pejaten village) which leads to a positive value, which means outletthis outlet has indicators y1, y6, y9, y12, y13, y15, y17, y19, y20, y21, y22, y23, y25 and y30 good. while other outlets that ccb (carrefour cibinong bogor), gbt (giant bsd tangerang), gmd (giant margo city depok), hpb (hypermart pondok gede bekasi), hjt (hypermart jacc thamrin), lrp (lotte mart ratu plaza), lkg (lotte mart kelapa gading), lf (lotte mart fatmawati) have in common in the lower quadrant (negative), which means having the indicator y2 (security of store), y3 (security of parking), y4 (layout), y5 (front of the shop) , y7 (offers), y8 (confidence in retail), y10 (quality of product), y11 (freshness of products), y14 (display of products), y16 (own brand), y18 (in store design), y24 (new products), y26 (fast food), y27 (opening hours), y29 (depth of the assortment) were negative. of group 1 (mds) for cem variable visible all hypermarket retail outlets located in jakarta, while the group 2 (mds) mostly dominated by hypermarket retail outlets located outside jakarta either from retail carrefour, giant and hypermart. only lotte mart hypermarket retail outlets from jakarta included in group 2 (mds). while other outlets that ccb (carrefour cibinong bogor), gbt (giant bsd tangerang), gmd (giant margo city depok), hpb (hypermart pondok gede bekasi), hjt (hypermart jacc thamrin), lrp (lotte mart ratu plaza), lkg (lotte mart kelapa gading), lf (lotte mart fatmawati) have in common in the lower quadrant (negative). from the 12 studied hypermarket retail outlets, after the analysis using a multi dimension scaling (mds), it can be grouped into two groups consisting of the results of mds each retail hypermarket and hypermarket retail outlets: (1) mapping results of mds each retail hypermarket. from the results of mds mapping cem variable per retail hypermarket retail hypermarket seen no one who is in the first quadrant in which the dimensions 1 and 2 positive namely giant hypermarket retail. and there are three retail hypermarket located in quadrant 2 wherein the dimensions of 1 positive and 2 negative dimension namely retail carrefour, hypermart and lotte mart. (2) mapping results of mds each hypermarket retail outlets. from the results of mds mapping cem variable per hypermarket retail outlets can be divided into two groups where: group 1 are gps (giant plaza semanggi), clb (carrefour lebak bulus), cph (carrefour permata hijau) and hpv (hypermart pejaten village) which leads to a positive value. while other outlets in group 2 are ccb (carrefour cibinong bogor), gbt (giant bsd tangerang), gmd (giant margo city depok), hpb (hypermart pondok gede bekasi), hjt (hypermart jacc thamrin), lrp (lotte mart ratu plaza), lkg (lotte mart kelapa gading), lf (lotte mart fatmawati) have in common in the lower quadrant (negative). customer experience management strategies for each retail hypermarket are as follows. there are two outlets of carrefour in grouping mapping (mds) cem variable carrefour outlets and they are included in quadrant one and group 1 mds where the x and y is positive. only one outlet included in quadrant two or group 2 where the x is positive and the y is negative. for mapping with mds per retailer, carrefour enters in group 2 where the x is positive but y is negative and this has been mentioned before in which carrefour retail outlets are included in quadrant two carrefour only cibinong bogor. since the very low value of carrefour cibinong, it allows influence on mds mapping per retail so retailers carrefour enters in group 2. the fact of customer feedback ever shopped at four retail hypermarket retailer carrefour has demonstrated the highest response. 22 journal the winners, vol. 16 no. 1, march 2015: 15-24  giant when it is mapped in (mds) cem variable per retail, it is included in group 1 where the x and y are positive. in the mds mapping cem variable per outlet 1, giant outlet is in the first quadrant where the x and y are positive. two outlets giant that included in quadrant two the x is positive and the y-axis is negative. it has also been described previously in which the two outlets of giant included in quadrant 2, they are located on the outlet of giant margo city depok, giant bsd tangerang. hypermart that is mapped in cem mds variables per retail is included in quadrant two or group 1 (mds) in which the x is positive and y is negative. in the mds map per outlet 1, hypermart outlets are included in the first quadrant where the x and y are positive. and 2 hypermart outlets are included in the second quadrant where the x is positive and the y is negative. lotte mart that is mapped in mds per retail included in quadrant two or group 1 where the x is positive and y is negative. in the mds map per outlet, 3 outlets lotte mart enters in the second quadrant where the x is positive and the y is negative. it can be seen the retail hypermarket lotte mart cannot compete with third hypermarket retail competitors. this is to answer of research problems and research questions. conclusion this study cannot be separated from various limitations, which the limitation in this study is a recommendation for further research. the limitations of this study are: (1) research constructs that is used in this study, especially in variable utilitarian shopping value and hedonic shopping value to customer experience management customer satisfaction or against, can be replaced with other variables that might be able to measure the effect of a more appropriate for customer experience management strategy. (2) research content can be developed not only in retail hypermarket but in retail supermarkets or minimarket like indomaret, alfamart, etc. the competition is the trend in today's society. (3) the study design is cross-sectional, so hypermarket retail customers behavior change from time to time and it is not able to be explained. (4) the sample in this study is only taken on the location of jabodetabek, whereas if it is taken from small towns across indonesia, the likely result will be different. the benefits of research that states that this research useful like a management company (practical) and for science (theoretical) the suggestions presented are as follows. for retail hypermarket carrefour needs to pay attention to the preparation of the layout of retail space to be fixed, retail entrances should be improved so as to facilitate the customers entering the retail. advertisement needs to be improved both in particular mouth-to-mouth promotion, providing convenience for customers so that customers feel confident what retail is given in accordance with the cool customer from employee retail services that can help customers to be able to find items sought or needed. how to put stuff so easily found by customers, the retailer makes it easy for customers to purchase items needed, the design (color, shape) are interesting in retail hypermarkets. retail provides good air scent, good music, good lighting and a pleasant environment, presence and readiness officer serving customers. either retail, retailers should provide playground facilities for children, should retail space in a fairly wide so it does not look crammed into shopping. retailers provide new goods, give clear signs so that customers easily find the items needed, should provide a fast food outlets, should give time long (longer hours) to customers, so the customers can shop without being chased by hypermarket retail closing time. provide a number of variations goods retailers and brand variations of similar goods that much so that customers can freely choose the items that really needed. retailers can meet the latest expectations of customers shopping in the retail hypermarket by fixing the above items that is expected to increase customer satisfaction and customer loyalty. mapping the customer experience …… (jerry marcellinus logahan; dkk) 23  giant hypermarket retail has a positive value on the x and y and has the advantage of variable customer experience management in solving problems of the retail hypermarket good. it is recommended by others as a good hypermarket and it has a famous brand. while for retail hypermart needs to pay attention to the preparation of the layout of retail space to be fixed, retail entrances should be improved so as to facilitate the customers entering the retail. advertisement needs to be improved both in particular mouth-to-mouth promotion, providing convenience for customers so that customers feel confident what retail is given in accordance with the cool customer from employee retail services that can help customers to be able to find items sought or needed. how to put stuff so easily found by customers, the retailer makes it easy for customers to purchase items needed, the design (color, shape) are interesting in retail hypermarkets. retail provides good air scent, good music, good lighting and a pleasant environment, presence and readiness officer serving customers. either retail, retailers should provide playground facilities for children, should retail space in a fairly wide so it does not look crammed into shopping. retailers provide new goods, give clear signs so that customers easily find the items needed, should provide a fast food outlets, should give time long (longer hours) to customers, so the customers can shop without being chased by hypermarket retail closing time. provide a number of variations goods retailers and brand variations of similar goods that much so that customers can freely choose the items that really needed. retailers can meet the latest expectations of customers shopping in the retail hypermarket by fixing the above items that is expected to increase customer satisfaction and customer loyalty. for the retail hypermarket lotte mart needs to pay attention to the preparation of the layout of retail space to be fixed, retail entrances should be improved so as to facilitate the customers entering the retail. advertisement needs to be improved both in particular mouth-to-mouth promotion, providing convenience for customers so that customers feel confident what retail is given in accordance with the cool customer from employee retail services that can help customers to be able to find items sought or needed. how to put stuff so easily found by customers, the retailer makes it easy for customers to purchase items needed, the design (color, shape) are interesting in retail hypermarkets. retail provides good air scent, good music, good lighting and a pleasant environment, presence and readiness officer serving customers. either retail, retailers should provide playground facilities for children, should retail space in a fairly wide so it does not look crammed into shopping. retailers provide new goods, give clear signs so that customers easily find the items needed, should provide a fast food outlets, should give time long (longer hours) to customers, so the customers can shop without being chased by hypermarket retail closing time. provide a number of variations goods retailers and brand variations of similar goods that much so that customers can freely choose the items that really needed. retailers can meet the latest expectations of customers shopping in the retail hypermarket by fixing the above items that is expected to increase customer satisfaction and customer loyalty. references ceribeli, h. b., merlo, e. m., senesi, s., & palau, h. (2012). a comparative analysis of consumer experience in brazil and argentina. revista alcance, 19(2), 259–272. claeys, c., & roozen, i. (2012). do emotional and functional customer experiences influence customer satisfaction, recommendation and loyalty? journal economic & management, 1(17). grewal, d., levy, m., & kumar, v. (2009). customer experience management in retailing: an organizing framework. journal of retailing, 85(1), 1–14. retrieved from http://www.sciencedirect.com/science/article/pii/s0022435909000025 24 journal the winners, vol. 16 no. 1, march 2015: 15-24  miharja, n. e. (2010). effect of relationship marketing on customer satisfaction and customer loyalty in giant hypermarket maspion square jl. ahmad yani surabaya. upn. puccinelli, n. m., goodstein, r. c., grewal, d., price, r., raghubir, p., & stewart, d. (2009). customer experience management in retailing: understanding the buying process. journal of retailing, 85(1), 15–30. retrieved from http://www.sciencedirect.com/science/article/pii/s0022435908000869 sekaran, u. (2006). metodologi penelitian untuk bisnis (4th ed.). jakarta: salemba empat. supranto, j., & limakrisna, n. (2012). petunjuk praktis penelitian ilmiah untuk menyusun sripsi, tesis, dan disertasi (2nd ed.). jakarta: mitra wacana media. verhoef, p. c., lemon, k. n., parasuraman, a., roggeveen, a., tsiros, m., & schlesinger, l. a. (2009). customer experience creation: determinants, dynamics and management strategies. journal of retailing, 85(1), 31–41. retrieved from http://www.rug.nl/staff/p.c.verhoef/jr_customer_experience.pdf wijaithammarit, s., & taechamaneestit, t. (2012). customer experience management influences customer loyalty: case study of supercenters in thailand. ipedr, 47–52. retrieved from http://www.ipedr.com/vol50/011-cbetm2012-a00024.pdf yang, z.-y., & he, l.-y. (2011). goal, customer experience and purchase intention in a retail context in china: an empirical study. african journal of business management, 5(16), 6738–6746. http://doi.org/10.5897/ajbm10.1287 microsoft word 02_budiman notoatmojo_optimasi.doc journal the winners, vol. 2 no. 1, maret 2001: 12-17 12 optimasi pengembangan embung di indonesia budiman notoatmojo1; rudi rivai2 abstract article performs the optimation of embung utilization in indonesia, especially in ntt province. it is a descriptive using farmer as respondents who use embung as source of drinking water, irrigation, drinking water and field irrigation, as well as drinking water and farm irrigation. it is concluded that embung is a source of developing horticulture in the urban areas. keywords : embung, embung optimation abstrak artikel menjelaskan optimasi pengembangan embung di indonesia, khususnya di provinsi nusa tenggara timur. penelitian ini menggunakan petani sebagai responden yang menggunakan embung sebagai sumber air minum, irigasi, air minum dan irigasi. disimpulkan bahwa embung adalah sumber pengembangan holtikultura di daerah urban. kata kunci: embung, optimasi embung 1 peneliti senior balitbang deptan ri & staf pengajar fakultas ekonomi, ubinus, jakarta 2 sarjana ekonomi, jurusan manajemen, fakultas ekonomi, ubinus, jakarta optimasi pengembangan embung di indonesia (budiman notoatmojo; rudi rivai) 13 pendahuluan ntt merupakan bumi indonesia bagian timur yang menganggap air sebagai sumber kehidupan bagi bumi yang gersang dan rakyat yang miskin di bumi nusantara. sebagai propinsi kepulauan (566 pulau dengan hunian hanya pada 42 pulau) setelah maluku, ntt dihadapkan pada kenyataan resource endowment yang kurang subur, sempit, berbatu, dan beriklim kering. oleh karena itu, air sebagai anugerah tuhan mempunyai nilai ekonomis yang tinggi bagi masyarakat ntt sehingga pemerintah pusat sejak tahun 1990 mulai mengembangkan usaha embung di daerah ntt untuk pengadaan air minum dan irigasi (istiqal, 1999). sebetulnya, sistem perembungan untuk ntt, mulai dikembangkan pemerintah daerah pada tahun 1980 bekerja sama dengan oleh pemerintah australia untuk proyek pengembangan peternakan. embung diusahakan sebagai sumber air minum ternak, pemerintah. bahkan di daerah ntb, embung sudah dikembangkan sejak lama sekali. oleh karena itu, sangat aneh sekali kalau embung dikembangkan di ntt sehingga kombinasi penggunaan air tanah sebagai sumber air embung merupakan alternatif yang cukup baik. lokasi embung dapat terletak di daerah yang cukup tinggi untuk sumber air minum dan irigasi. potensi tersebut ternyata cukup besar di ntt sehingga masalah kesinambungan dan biaya o&p yang rendah serta keuntungan maksimal dapat dilaksanakan dengan baik. masalah yang dihadapi di ntt di daerah perkotaan adalah air minum, irigasi, dan produksi sayuran. oleh karena itu, salah satu tujuan utama proyek ptsl dan spl adalah membangun, merehabilitasi, dan mengembangkan embung. tujuan artikel adalah meneliti sampai berapa jauh pengembangan embung dapat meningkatkan pendapatan, kesejahteraan petani, kecukupan kehudupan air minum dan irigasi untuk tanaman pangan dan hortikultura serata berkelanjutan dan mandiri. metodologi penelitian pembangunan berkelanjutan menurut golubev (1993) adalah sistem pembangunan yang merangkum usaha pencernaan, penyusunan kebijakan, dan implementasi tindakan untuk memperoleh kehidupan yang lebih baik pada saat sekarang maupun bagi generasi akan datang. dengan dasar pendekatan tersebut, pengembangan embung harus dapat bermanfaat bagi penggunanya secara lestari berkesinambungan dan berkelanjutan. oleh karena itu, akan ada 3 indikator utama yang dilihat ialah dari sisi teknis, sisi ekonomi, dan sisi sosial. (arief et al.,1999). metode analisis studi dilakukan dengan metode deskriptif daerah penelitian yang dipilih adalah lokasi proyek ptsl dit jen pengairan di daerah timor, ntt. sejumlah embung telah beroperasi pada lahan yang kering. terdapat empat macam embung ialah embung yang dipakai hanya untuk air minum, embung yang dipakai untuk air minum, dan irigasi lahan. selain itu, pemilihan sampel petani atau kepala keluarga (152 responden) didasarkan pada variasi kondisi yang ada seperti, sifat fisik dan lingkungan, pola usaha tani, jarak lokasi embung dengan lokasi perumahan, macam embung, dan lama operasi. akhirnya telah terpilih 8 buah embung yang terletak di 8 kecamatan. embung dan respondennya sebagai berikut. 1. embung untuk air minum: waelamas (16) dan kolhua (15) 2. embung untuk irigasi lahan: timor tua (18), ambei leo (14) journal the winners, vol. 2 no. 1, maret 2001: 12-17 14 3. embung untuk air minum dan irigasi pekarangan: padangsui (18), bhone(17) 4. embung untuk air minum dan irigasi lahan: oesao tiol (18), napi (20) petani atau kepala keluarga responden dipilih secara acak dari populasi responden yang memanfaatkan air embung. selain data primer yang diambil melalui wawancara, data sekunder yang dikumpulkan melalui kunjungan dan diskusi dengan para pejabat dari dinas pertanian, pengairan, pemda, dan sebagainya. pembahasan dari hasil analisis data dan informasi selama studi, diperoleh rincian hasil penelitian yang terbagi atas berikut ini. analisis sosial dari analisis data primer dan sekunder terlihat, o&p merupakan kata kunci dalam menangani masalah sustainability embung. sedangkan, masalah o&p sangat berhubungan dengan masalah water management dan hal tersebut sangat menentukan dalan masalah water scarcity (sexton, r.1990). oleh karena itu, studi ini akan menguraikan hubungannya dengan masalah perencanaan, pelaksanaannya, pembiayaan, dan institusinya. hasil studi menunjukkan hal berikut. macam embung indikator sosial embung air minum embung irigasi embung air minum & irigasi pekarangan embung air minum & irigasi lahan peremcanaan pusat , tidak ada partisipasi dari beneficiaries pengairan, tak ada partisipasi petani pengairan & tak ada partisipasi penduduk pengairan & tak ada partisipasi petani design idem idem idem idem pelaksanaan idem idem idem idem water managemen diserahkan ke kepala diserahkan ke kelompok diserahkan ke ketua rt diserahkan ke kelompok tani tanggapan dan saran stakeholder dan beneficeries lainnya dari hasil survei menunjukkan hal berikut. optimasi pengembangan embung di indonesia (budiman notoatmojo; rudi rivai) 15 macam embung indikaotor o&p embung air minum embung irigasi embung air minum & irigasi pekarangan embung air minum & irigasi lahan perencanaan partisipasi, bottom–up. kiss horizontal & vertikal paritisipasi, bottomup. kiss horizontal & vertikal partisipasi, bottomup. kiss horizontal & vertikal partisipasi, bottom up. kiss horizontal & vertikal design partisipasi layout partisipasi layout partisipasi layout partisipasi layout pelaksanaan partisipasi tenaga, pengawasan partisipasi layout pengawasan partisipasi layout pengawasan partisipasi layout pengawasan water managemen manajemen oleh rt & kampung manajemen kelompok tani manajemen oleh rt & kampung manajemen rt & kelompok tani o&p jaringan oleh rt, embung pu+rt jaringan oleh kelompok tani, embung oleh jaringan oleh rt,embung oleh pu+rt jaringan oleh rt+klp tani, embung oleh klp tani +pu+rt pembiayaan hak air rp 5230/kk/bl komunal pu+klp tani rp 6700/kk/bl komunal rp 8410/kk/bl komunal rp 12150/kk/bl komunal analsis ekonomis berdasarkan hasil survei diadakan analisis kelayakan dan keuntungan dari tiap embung yang kemudian dikelompokan dalam bermacam embung. data analsis usaha tani merupakan data pendukung yang sangat penting untuk perhitungan kedua indikator tersebut. yang sangat menarik adalah ternyata penduduk sekitar perkotaan khususnya, kupang yang telah mendapatkan fasilitas air embung untuk air minum, ternyata memanfaatkan air embung juga untuk berusaha tani sayuran perkotaan (bawang, cabai, sawi dan sebagainya) dalam pot plastik di lahan pekarangannya. pada umumnya, penduduk menanam rata-rata sebanyak 500-1000 pot (mustaid siregar,1998). inovasi itu hasil kerja sama antara bappeda ntt dan puslitbang biologi, lipi dalam proyek ntaadp. rincian indikator ekonomis sebagai berikut. macam embung indikaotor ekon embung air minum embung irigasi embung air minum & irigasi pekarangan embung air minum & irigasi lahan analisis keuntungan/ha rp 164.615 rp 1.101.302 rp 453.577 rp 1.442.236 analisis kelayakan/eirr 8,25 % 19,6 % 16,9% 25,72% journal the winners, vol. 2 no. 1, maret 2001: 12-17 16 analisis teknis analisis teknis dalam studi dipakai indikator nilai efisiensi sistem yang merupakan perbandingan antar nilai penyaluran air dengan nilai pemakaian air. nilai penyaluran air yang dipakai adalah data debit yang disalurkan ke jaringan pemakaian. sedangkan, nilai pemakaian air adalah jumlah air untuk tanaman, air minum dan jumlah air yang hilang selama dalam perjalanan. data kebutuhan air dihitung berdasarkan data evapotranspirasi metoda pennman. data kebutuhan air untuk air minum berdasarkan atas data air minum dari pam setempat. data kehilangan air sepanjang perjalanan, data kebutuhan air untuk tanaman, data debit dan data pam tersebut diambil dari hasil peneltian turik, m (1998). macam embung indikator teknis embung air minum embung irigasi embung air minum & irigasi pekarangan embung air minum & irigasi lahan efisiensi system 61 % 67 % 71 % 76 % penutup simpulan embung merupakan sumber kehidupan baru untuk pengembangan holtikultura di sekitar daerah perkotaan. bahkan, dengan adanya kombinasi pemanfaatan embung untuk air minum dan komoditas sayuran bernilai tinggi di lahan pekarangan (dengan system pot/polybag) akan lebih meningkatkan pendapatan, kesejahteraan penduduk, serta keberlanjutan (sustainability) embung. terlebih bila pemanfaatan untuk irigasi lahan. akan tetapi, hasil studi menunjukkan ternyata dari aspek sosial sangat mempengaruhi keberlanjutan embung (khususnya, bila embung itu hanya dipakai sebagai sumber air minum). terutama masalah partisipasi antarinstitusi (horizontal dan vertikal) dan antara pelaksana, pengelola, dan pemanfaat. yang menjadi persoalan sampai saat ini adalah mengapa kita yang sudah berpengalaman dalam pambangunan dan pengembangan pengairan selama 35 tahun masih dihinggapi dengan masalah partisipasi beneficiaries dan stakeholders, planning dan koordinasi serta kesombongan sektoral? daftar pustaka anonim. 1999. ptsl report. nikppon koui & associates. dgwrd. arif, s.s. dan murtiningrum. 1999. “pemberian nilai pada indikator kinerja untuk keperluan m.e. pengelolaan irigasi air tanah berkelanjutan visi.” irigasi, sumber daya air, lahan dan pembangunan. no.16, maret. optimasi pengembangan embung di indonesia (budiman notoatmojo; rudi rivai) 17 istiqal, a., n. budiman, dan mizwar. 1999. model pengembangan agribisnis, agroindustri wilayah ntt. pt cakra hasta konsultan, maret. sexton, r. 1990. perspective on the middle east water crisis: analysing water scarcity problem in jordan and israel. odi – iimi, dec. siregar, m. 1999. “laporan hasil pengembangan komoditas sayuran dengan sistem pot/polybag di ntt.” puslitbang biologi, lipi , januari. turik, m, 1999. pengembangan pertanian dan air tanah di ntt. dinas pertanian pangan dan holtikultura propinsi ntt. desember. vincent, l. 1990. the politics of water scarcity: irigation and water supply. in the mountains of the yemen republic odi-iimi. desember. microsoft word 06_endang nuryadin_optimalisasi cross selling.doc upaya meningkatkan pendapatan bank… (endang nuryadin) 47 upaya meningkatkan pendapatan bank melalui optimalisasi cross selling terhadap pelanggan endang nuryadin1 abstract the article explores some efforts to generate bank’s income by optimalizing cross selling for is existing customers. after explaining background and clarifying that terminologies the paper starts with efforts and constraints of cross selling optimalization, those problem solutions, and how to promote the bank products. keywords: cros selling, bank income, existing customer abstrak artikel menjelaskan beberapa upaya yang dilakukan bank untuk mendapatkan income dengan jalan penjualan lebih dari satu produknya (cross selling) terhadap nasabahnya. penjelasan dimulai dengan latar belakang, penjelasan istilah, uraian upaya dan kendala alternatif pemecahan masalah, dan bagaimana mempromosikan cross selling. kata kunci: cross selling, pendapatan bank, nasabah 1 staf peneliti lipi, jakarta & staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 2 no. 1, maret 2001: 47-54 48 pendahuluan bank sebagaimana layaknya perusahaan selalu berusaha menghasilkan pendapatan seperti yang diharapkan bahwa profitability is the soverign creterion of the enterprise. untuk itu, bank harus mengupayakan agar pendapatan yang dihasilkan dapat menutup biaya yang dikeluarkan. hal itu sangat penting bagi kelangsungan usahanya. apalagi, bisnis bank adalah bisnis kepercayaan (trust). jika bank beroperasi sampai merugi akan dapat menghilangkan unsur kepercayaan sehingga akan menyulitkan bank tersebut untuk berkembang. kondisi perbankan nasional sekarang masih dalam keadaan sulit, sebagai kelanjutan dari kondisi perekonomian yang terus memburuk. bank swasta atau bank pemerintah sekarang pada umumnya sudah tidak ada yang lebih baik lagi satu dari yang lainnya. semuanya menghadapi permasalahan hampir sama, seperti kredit bermasalah (nonperforming loan), negative spread, ketatnya likuiditas, menurunnya car (dialami bii, bank universal pada saat ini) serta rentabilitas yang cenderung merugi. mengatasi pendapatan yang terus merugi akibat menurunnya pendapatan dari bunga kredit, bank harus berupaya menciptakan peluang agar menghasilkan pendapatan dengan memanfaatkan sumber yang ada karena bagaimanapun usaha bank tersebut harus terus berjalan. apalagi kondisi sekarang menunjukan bahan sangat sedikit sekali bank yang melakukan ekspansi kredit baru karena belum membaiknya sektor riil, stabilitas keamanan dan politik belum terjamin, suku bunga kredit yang tinggi serta disibukannya bank dengan upaya penyelamatan, dan permasalahan kredit bermasalah (seperti, contoh pinjaman sinar mas group pada bii yang terpaksa di bail out bppn). menghadapi kondisi tersebut, permasalahan yang dihadapi pelaku bisnis perbankan ialah berupaya agar keluar atau paling tidak mengurangi beban berat yang dihadapi sekarang, yaitu upaya yang dapat dilakukan bank untuk menghasilkan pendapatan dengan sumber yang telah ada. tujuan penulisan untuk melihat sejauh mana pendapatan bank dapat ditingkatkan melalui optimalisasi cross selling yang masih memungkinkan terhadap pelanggan yang ada serta memberikan masukan kepada bagian terkait atau pelaku bisnis perbankan lain untuk menangkap peluang yang ada kemudian dicoba untuk diimplementasikan. batasan penulisan agar lebih memfokuskan permasalahan yang dibahas terbatas pada nasabah perorangan (individu) bukan perusahaan/corporate. metode penelitian adalah riset langsung ke unit kerja pada bank, yaitu bagian kartu kredit dan bagian dana. dilakukan pula studi pustaka berupa pemilihan literature yang berhubungan dengan judul tulisan. pembahasan secara umum produk yang dikelola bank sebagai berikut. 1. produk dana produk dana adalah upaya bank untuk mengumpulkan dana masyarakat. secara garis besar terdiri dari giro, tabungan, dan deposito. upaya meningkatkan pendapatan bank… (endang nuryadin) 49 2. produk perkreditan produk sebagai upaya bank untuk menyalurkan dana kepada pihak yang memerlukan. secara umum, terdiri dari kredit modal kerja, kredit investasi, bank garansi, l/c serta credit card. 3. produk jasa layanan (services product) secara umum, produk jasa layanan, yaitu transfer, inkaso, giralisasi, safe deposit box, atm, dan lain–lain. pendapatan operasional bank dapat dikelompokkan sebagai berikut. a. pendapatan bunga (interest income), yaitu pendapatan bunga yang berasal dari dana yang disalurkan ke debitur, yaitu bunga kredit, bunga money market. b. fee based income, yaitu pendapatan berupa konisi atau fee dari kegiatan (fee business) dengan mengandalkan pelayanan atau jasa. cross selling merupakan penjualan lebih dari satu macam produk bank kepada satu nasabah. dalam industri perbankan, penjualan beberapa produk kepada nasabah tertentu merupakan hal yang terus menerus diusahakan dan tidak boleh diabaikan. cross selling merupakan kegiatan yang sangat penting dan dianggap faktor kunci dalam mempertahankan dan meningkatkan pangsa pasar yang tujuan akhirnya meningkatkan pendapatan bank. melalui cross selling dapat dijalin hubungan antara bank dengan nasabah harus yang bersifat sejajar (the parallel style) karena sifat hubungan itu saling menerima dan memberi sehingga dapat bersama–sama memecahkan masalah. intinya, konsep cross selling ditujukan agar nasabah tergantung dengan bank dan pihak bank sendiri dituntut untuk cepat tanggap dalam memenuhi kebutuhan nasabah. ada yang menarik dari produk perbankan dalam upaya optimalisasi cross selling. produk perbankan kalau diperhatikan antara satu produk dengan produk lainnya ada keterkaitan (related product). secara garis besar, related product bank untuk dilakukan cross selling dapat dilihat pada gambar berikut. berdasarkan gambar dapat dilihat nasabah yang membuka deposito ditawarkan adalah 9 produk bank lainya. journal the winners, vol. 2 no. 1, maret 2001: 47-54 50 gambar 1 skema cross selling product funding upaya dan kendala optimalisasi cross selling existing customer upaya pelaku bisnis perbankan, diantaranya optimalisasi cross selling yang dilakukan sebelumnya banyak dilakukan kepada nasabah kredit (debitur). hal itu dilakukan karena setiap debitur account officer (ao) yang membinanya sehingga pengembangan portofolio kredit termasuk cross selling merupakan tanggung jawab supervisor dan merupakan individual target bagi ao. kendala yang dihadapi bank antara lain sebagai berikut. 1. semakin bertambahnya organisasi dan tuntutan terhadap efisiensi mendorong terjadinya spesialisasi dan menciptakan para spesialis. dampak adanya spesialisasi antara lain, tiap produk bank cenderung dikelola setiap unit yang terpisah. akibatnya, petugas bank menjadi upaya meningkatkan pendapatan bank… (endang nuryadin) 51 terfokus pada target bidang produk yang dikelola masing–masing sehingga tidak mendorong melakukan cross selling. 2. product knowledge aparat masih cukup terbatas. 3. nasabah bukan debitur, penabung/deposan selama ini banyak bertuan (tidak dikelola ao) sehingga tidak ada pihak yang bertugas memaksimalkan cross selling. alternatif pemecahan masalah sebagai ilustrasi, sebelum memberikan alternatif pemecahannya, contoh cross selling dapat meningkatkan pendapatan cabang bank sebagai berikut. sebelum cross selling u nasabah deposito : rp 100.000.000,00 u asumsi bunga deposito : 14% p.a. u asumsi suku bunga rak : 16% p.a keuntungan cabang untuk satu bulan sebagai berikut. u pendapatan : rp 100.000.000,x 16% x 1/12 x 95% : rp 1.266.667,00 u biaya : rp 100.000.000,x 14 % x 14% x 1/12 : rp 1.166.667,00 ------------------- u laba rp 100.000,00 setelah dilakukan cross selling (asumsi nasabah deposan mendapat kartu kredit dengan batas kredit rp 5.000.000,00 bulan pertama melakukan pembelanjaan sebesar rp1000.000,00 dan meng-roll over pinjamannya maka pendapatan cabang menjadi sebagai berikut. u pendapatan sebelum cross selling : rp 100.000,00 u pendapatan annual fee : rp 50.000,00 u discount merchant (2,5% x rp 1.000.000,00) : rp 25.000,00 u pendapatan bunga kartu kredit (rp1.000.000,00 x 2,75%) : rp 27.500,00 u pendapatan bank dari satu nasabah deposito tersebut : rp 202.500,00 pendapatan dari satu nasabah tersebut akan lebih meningkat apabila menikmati produk bank lainnya, seperti atm, giralisasi, safe deposito box, dan lain–lain. cross selling disamping meningkatkan pendapatan bank juga akan memepererat hubungan bank dengan nasabah. contoh, produk tidak dinikmati nasabah. akan tetapi, produk lain masih ada yang dinikmati. nasabah yang hanya memiliki satu produk dan tidak dilakukan cross selling maka apabila produk tersebut ditutup, nasabah akan putus hubungannya dengan bank. kondisi persaingan yang cukup tajam saat ini tidak mudah mengharapkan nasabah kembali. upaya untuk mengoptimalkan cross selling sebagai berikut. 1. pengelolaan data nasabah (customer based) dari customer based data yang ada agar dikelola dengan baik karena data ini merupakan kunci bank untuk mengetahui nasabahnya. customer based akan bermanfaat bagi bank untuk journal the winners, vol. 2 no. 1, maret 2001: 47-54 52 mempertahankan dan mengembangkan existing customer-nya. pengelolaan data nasabah misalnya, dilakukan inventarisasi nasabah yang masih potensial untuk dikembangkan, dapat berasal dari deposan, penabung, girant, card holder, dan lain–lain. masing–masing dibuatkan kriteria sehingga menjadi target market cross selling. 2. kerja sama dan koordinasi antarunit kerja mengingat setiap produk dikelola oleh unit kerja yang berbeda, untuk mengatasi perbedaan kepentingan perlu dilakukan kerjasama antarsupervisi, antarunit kerja dengan koordinasi manajemen (pimpinan). pada tingkat cabang dapat dikoordinir pimpinan cabang sedangkan urusan divisi dapat dikoordinir direksi. 3. menetapkan account officer pembina setelah existing customer ditetapkan sebagai target market untuk cross selling juga ditetapkan. selanjutnya, ditetapkan ao pembina terutama untuk nasabah dari sisi pasiva bank, seperti deposan, penabung, staf ao dapat berasal dari aparat operasional maupun aparat marketing yang ditunjuk melalui surat penugasan. hal itu diperlukan agar ao pembina lebih bertanggung jawab dalam melakukan cross selling. konsekuensinya, menambah pekerjaan bagi aparat yang ditunjuk. akan tetapi, keberhasilan petugas akan diperhitungkan sebagai reward yang akan memotivasi petugas. 4. goal setting ao pembina kemudian diberikan goal setting dalam rangka memotivasi kerjanya. goal setting dapat dilakukan setiap bulan agar memudahkan supervisi untuk memonitoring keberhasilan cross selling. 5. program sentralisasi program yang dilakukan kantor pusat bank untuk memotivasi cabang untuk mengoptimalkan cross selling seperti program bulan dana dengan memberikan insentif untuk karyawan/cabang yang berprestasi. 6. sarana dan prasarana technology support, penggunaan sistem teknologi informasi data nasabah yang baik dan informatif banyak menunjang dalam kegiatan cross selling. sebagai ilustrasi, dalam sistem komputer dapat dilihat beberapa produk yang dinikmati atau belum dinikmati. investasi sistem itu memakai biaya yang tidak sedikit. a. promosi promosi atas produk yang akan dilakukan cross selling sangat banyak membantu. permasalahannya, biaya promosi cukup tinggi apalagi dengan iklan. promosi yang efektif dan cukup murah adalah personal selling, (ao) pembina dapat melakukan call visit (kontak langsung) karena dengan cara itu ao dapat menggali kebutuhan nasabah. cabang dapat membuat perencanaan jadwal call visit untuk setiap existing customer yang menjadi target market. promosi juga dapat dilakukan dengan brosur. upaya meningkatkan pendapatan bank… (endang nuryadin) 53 b. training produk knowledge melakukan pelatihan secara berkesinambungan dapat meningkatkan pemahaman product knowledge sehingga dapat memudahkan karyawan melakukan cross selling. pelatihan ilmu menjual (salesmanship) baik dilakukan. training itu tidak hanya dilakukan kepada unit marketing tetapi juga kepada unit operasi sehingga tertanam konsep total marketing yang mengatakan bahwa setiap orang adalah penjual (everyone is salesperson). c. pembuatan manual cross selling manual cross selling agar dibuat secara sederhana, dibakukan, dan ditempatkan pada setiap meja karyawan sehingga memudahkan pemahaman tampilan dan keuntungan produk. dengan demikian, hal itu dapat meningkatkan karyawan dalam melaksanakan kegiatan cross selling. sebagai contoh adalah produk deposito berjangka. 7. referensi referensi pelanggan yang ada sangat diperlukan untuk meningkatkan cross selling. banyak salesman, perusahaan dalam meningkatkan penjualan dengan meminta referensi dari existing customer-nya. upayakan dalam setiap mengakhiri pertemuan (call) dengan nasabah meminta referensi calon nasabah. 8. inovasi produk dengan melakukan inovasi produk secara terus-menerus dapat memenuhi kebutuhan nasabah yang selalu berubah akan cukup efektif sehingga nasabah akan terpenuhi kebutuhannya cukup pada bank tertentu saja. penutup simpulan 1. kondisi perbankan sekarang dilanda masalah rentabilitas menurun yang disebabkan oleh meningkatnya non performing loan (npl). perbankan disibukan dengan upaya penyelamatan dan penyelesaian kredit bermasalah sedangkan ekspansi kredit belum banyak dilakukan karena belum membaiknya sektor rill, stabilitas politik, dan keamanan. kegiatan yang dilakukan agar tetap survive adalah funding, menjaga likuiditas, penempatan pada sbi, menekan cost (efisiensi biaya), serta menciptakan income dari produk di luar perkreditan. 2. salah satu upaya untuk menciptakan income pada kondisi krisis adalah dengan memberdayakan sumber (existing customer) dan menawarkan produk yang masih memungkinkan untuk dijual. dengan demikian, pendapatan bank akan bertambah dan mempererat hubungan antara bank dan nasabah. 3. melakukan penjualan produk kedua, ketiga, dan seterusnya kepada existing customer yang sudah menikmati produk pertama akan lebih mudah dilakukan, apalagi produk bank sifatnya adalah saling berkaitan (related product). 4. upaya optimalisasi cross selling dapat dilakukan dengan pengolahan data nasabah (customer based), kerja sama antarunit kerja/bagian, menetapkan acount officer pembina, goal selling program secara sentralisasi, sarana dan prasarana pendukung, dalam hal ini komputerisasi dioptimalkan, serta memanfaatkan referensi dari nasabah. journal the winners, vol. 2 no. 1, maret 2001: 47-54 54 saran 1. pengadaan unit kerja khusus yang berfungsi melakukan koordinasi dalam rangka membuat kebijakan, monitoring, dan reporting dalam masalah cross selling dan unit kerja dapat di bawah urusan. 2. system reporting dari komputerisasi agar lebih dioptimalkan penggunaanya sehingga memudahkan aparat dalam memperoleh informasi terbaru data static nasabah. daftar pustaka morgan, bruce. 1994. foundation of relationship banking. laffert publications ltd. ritter, dwight s. 1993. a handbook of cross selling: optimalisasi financial services relationship. lafferty publications ltd. hands out (diktat bank duta) odp xv, 1998. majalah bank dan manajemen. majalah info bank. microsoft word 01_guntur irianto_pengaruh bunga deposito.doc pengaruh bunga deposito, kurs mata uang… (guntur irianto) 1 pengaruh bunga deposito, kurs mata uang, dan harga emas terhadap indeks harga saham gabungan (ihsg) guntur irianto1 abstract article explores the effects of rate, rupiah, and us dollar kurs, and gold price to the ihsg by using a linier double regression model. it is concluded that deposit rate, rupiah and us dollar have a significant negatif effect to ihsg. those two variables have interrelated substations to the exchange; otherwise the gold price had a posite effect to ihsg (eh). keywords: deposit rate, currency rate, gold price, ihsg abstrak tujuan artikel ini mengetahui pengaruh suku bunga, kurs rupiah, dan dolar amerika, serta harga emas terhadap ihsg di bursa efek jakarta dengan model regresi berganda linier. hasil penelitian menunjukan bahwa bunga deposito kurs rp/us$ berpengaruh negatif secara signifikan terhadap ihsg. kedua variabel tersebut memiliki hubungan yang saling subtitusi dengan dengan bursa efek sedangkan harga emas berpengaruh positif terhadap ihsg. kata kunci: bunga deposito, kurs mata uang, bunga, emas, ihsg 1 staf pengajar upn veteran, unsn, dan ubinus, jakarta journal the winners, vol. 3 no. 1, maret 2002: 1-10 2 pendahuluan alternatif investasi dapat berupa investasi pada (1) aktiva riil yang secara umum melibatkan aset nyata seperti membeli properti/rumah, mesin atau pabrik, menyimpan emas atau; (2) investasi finansial seperti membeli sertifikat deposito, commercial paper, saham, dan membeli obligasi. masing–masing alternatif mempunyai kelebihan dan kekurangan. salah satu bentuk investasi finansial yang diminati oleh masyarakat adalah investasi kepemilikan saham melalui pasar modal. hasil (return) yang diharapkan oleh pemegang saham adalah pembagian dividen dan capital gain. dividen merupakan pembagian keuntungan kepada pemegang saham yang besarnya tergantung dari kebijakan dividen (dividen policy) masing– masing perusahaan. capital gain adalah keuntungan yang diperoleh karena harga jual saham lebih tinggi dari harga belinya. namun, tidak semua saham memberikan dividen dan capital gain. suatu perusahaan mungkin saja tidak dapat membagikan dividen pada tahun yang berjalan karena adanya kerugian atau kebijakan investasi. hal itu berlaku pula pada saham yang menimbulkan capital loss (kerugian) karena harga jualnya lebih rendah daripada harga belinya. bentuk investasi di pasar modal yang lain adalah membeli obligasi. obligasi pada dasarnya merupakan bukti utang pihak yang menerbitkan obligasi kepada pemegang obligasi selama umur obligasi. pihak pemegang obligasi sebagai pihak yang meminjamkan uang berhak mendapatkan imbalan berupa kupon yang nilainya tetap dan dinyatakan dalam persentase dari nilai nominal obligasi. kupon harus dibayarkan sesuai perjanjian dan tidak terkait bila perusahaan penerbit obligasi mengalami keuntungan atau kerugian dalam bisnisnya. uraian itu menggambarkan bahwa saham tidak memberikan kepastian hasil (return). karena tidak ada kepastian return tersebut, saham tergolong investasi yang berisiko (risky asset). sebaliknya, obligasi memberikan kepatian return sehingga disebut investasi bebas resiko (riskfree asset). oleh karena itu, investasi dalam saham memerlukan pertimbangan yang lebih cermat dibandingkan investasi dalam obligasi. masalah yang dihadapi oleh masyarakat selaku investor pada saham adalah sulit melakukan prediksi harga saham yang selalu berfluktuasi dari detik ke detik. dengan demikian, diperlukan strategi investasi mulai dari kebijakan investasi sampai evaluasi kinerja. menurut suad husnan (1998) terdapat lima langkah strategi investasi, yaitu (1) menentukan kebijakan investasi; (2) analisis sekuritas; (3) pembentukan portfolio; (4) melakukan revisi portfolio; (5) evaluasi kerja portfolio. kelima langkah itu sangat dipengaruhi public information karena paling mudah diperoleh masyarakat. dengan informasi itu, masyarakat dapat mengambil keputusan terhadap investasinya di pasar modal. informasi yang bersifat public information antara lain tingkat suku bunga, kurs rupiah, dan indeks harga saham gabungan di bursa efek jakarta. indeks harga saham gabungan (ihsg) di bursa efek jakarta merupakan gambaran secara umum harga saham yang go publik. kenaikan atau penurunan ihsg harga saham yang go publik di bursa efek jakarta. saat ini, ihsg menjadi salah satu indikator penting yang menunjukan kondisi ekonomi indonesia sehingga pergerakan naik turunya ihsg menarik untuk diamati. pengaruh bunga deposito, kurs mata uang… (guntur irianto) 3 masalah berdasarkan uraian tersebut, sangat menarik untuk mengetahui faktor yang mempengaruhi pergerakan ihsg. faktor tersebut adalah suku bunga deposito, kurs ruapiah, dan harga emas. oleh karena itu, pokok masalah dalam tulisan ini menjelaskan bagaimana pengaruh tingkat suku bunga deposito, kurs rupiah per dolar amerika, dan harga emas terhadap ihsg di bursa efek jakarta yang dirumuskan sebagai berikut. 1. apakah tingkat suku bunga deposito berpengaruh terhadap ihsg. 2. apakah kurs rupiah per dolar amerika berpengaruh terhadap ihsg. 3. apakah harga emas berpengaruh terhadap ihsg. kerangka pemikiran saat ini, para investor cenderung buy and sale atau membeli saham untuk dijual kembali. artinya, keuntungan yang diharapkan investor berasal dari capital gain bukan dari dividen. untuk memperoleh capital again, investor harus dapat mengambil keputusan untuk membeli atau menjual sahamnya pada waktu yang tepat. pada saat itulah masalah akan muncul karena sulit sekali untuk menentukan waktu yang tepat karena banyak variabel yang harus diperhatikan sebelum mengambil keputusan. investasi dalam saham, deposito, dolar amerika, maupun membeli emas merupakan alternatif investasi. oleh karena itu, dalam mengambil keputusan, salah satu investasi akan mempertimbangkan alternatif yang lain. dengan demikian, ihsg sebagai indikator harga saham secara umum akan dipengaruhi oleh indikator harga investasi lainnya, seperti tingkat suku bunga deposito, kurs rupiah terhadap dolar amerika, dan harga emas. berdasarkan penjelasan itu, patut diduga bahwa pergerakan harga saham yang tercermin dalam ihsg juga dipengaruhi oleh informasi mengenai alternatif investasi lain seperti tingkat bunga deposito, kurs rupiah terhadap dolar amerika, dan harga emas. hipotesis dalam penelitian ini, hipotesis yang dikemukakan seperti berikut. 1. variabel bunga deposito diduga berpengaruh negatif terhadap ihsg. 2. variabel kurs dolar amerika berpengaruh negatif terhadap ihsg. 3. variabel harga emas diduga mempunyai pengaruh negatif terhadap ihsg. metodologi untuk mengetahui pengaruh/hubungan tingkat suku bunga deposito, kurs rp/us$, dan harga emas terhadap ihsg, digunakan alat analisis regresi berganda linier dengan persamaan berikut y = a + b1 x1 + b2 + b3 x3 + e y : ihsg journal the winners, vol. 3 no. 1, maret 2002: 1-10 4 a : intercept x1 : tingkat suku bunga deposito x2 : kurs rupiah terhadap dolar amerika x3 : harga emas bn : koefisien regresi untuk melihat pengaruh variabel independen terhadap variabel dependen, secara parsial dilakukan uji t. untuk mengetahui pengaruh variabel independen terhadap variabel dependen secara serentak dilakukan uji f. perhitungan statistik menggunakan program spss 9.05 yang dijalankan melalui windows 98. variabel dan indikatior variabel dan indikator dalam penelitian ini sebagai berikut. 1. variabel dependen adalah ihsg dengan indikator tingkat suku bunga deposito berjangka waktu satu bulan yang dijamin oleh pemerintah indonesia yang dikeluarkan oleh bank indonesia secara harian. 2. kurs rupiah per dolar merika dengan indikator kurs tengah yang dikeluarkan bank indonesia secara harian. 3. harga emas per gram dengan indikator harga jual emas murni (logam mulia) per 1 gram di jakarta yang diproduksi pt aneka tambang secara harian. data dalam penelitian ini, data yang digunakan merupakan data sekunder periode 1 juni 1998 sampai 30 juni 2000 yang diperoleh dari berbagai sumber sebagai berikut. jenis data sumber data ihsg harian selama bulan juni 1998 hingga juni 2000 perpustakaan harian bisnis indonesia tingkat bunga deposito selama satu bulan yang dijamin oleh pemerintah indonesia untuk periode bulan juni 1998 sampai juni 2000 bank indonesia dan bagian treasury pt bank agroniaga kurs rupiah persatu dolar amerika selama bulan juni 1998 hingga juni 2000 bank indonesia dan perpustakaan harian bisnis indonesia harga emas per satu gram selama bulan juni 1998 sampai juni 2000 perpustakaan harian bisnis indonesia pengaruh bunga deposito, kurs mata uang… (guntur irianto) 5 pembahasan hasil perhitungan data input ihsg, bunga deposito, kurs rp terhadap us$, dan harga emas merupakan data periode bulan juni 1998 sampai juni 2000. data itu diedit dengan membuang data yang kosong (karena adanya hari libur/hari raya) sehingga data net yang diperoleh sebanyak 509 pasang data dari total 730 hari kalender sejak juni 1998 hingga juni 2000 dengan rincian sebagai berikut. tabel 1 data input data ihsg, bunga deposito, kurs rp terhadap us$, dan harga emas selama pengamatan dapat dilihat pada grafik berikut ini. gambar 1 pergerakan indeks harga saham gabungan di bej (closing price) periode 1 juni 1998 hingga 30 juni 2000 no. tahun jumlah pasang data 1 1998 145 pasang data 2 1999 247 pasang data 3 2000 117 pasang data jumlah 509 pasang data journal the winners, vol. 3 no. 1, maret 2002: 1-10 6 gambar 2 pergerakan tingkat bunga deposito jangka waktu 1 bulan sesuai jaminan pemerintah ri selama 1 januari 1998 sampai 30 juni 2000 gambar 3 pergerakan kurs rupiah per satu dolar amerika (kurs tengah bank indonesia) periode 1 juni 1998 hingga 30 juni 2000 hasil regresi hasil regresi sebanyak 509 pasang data input dengan program spss 9.05 sebagai berikut. pengaruh bunga deposito, kurs mata uang… (guntur irianto) 7 tabel 2 hasil regresi bunga deposito, kurs rp/us$, dan harga emas terhadap ihsg variabel coef. regresi t hitung f hitung n = 509 bunga 517,436 26,232 α = 5% kurs 0,01933 2,917 378,363 t tabel = 2,4469 harga emas 0,0002289 3,528 f tabel = 2,2622 constanta 649,383 45,799 r2 = 69,2% dari perhitungan itu, diperoleh persamaan regresi sebagai berikut. y = 649, 383 – 517,436x1 – 0,01933x2 + 0,0002289x3 + e y = ihsg x1= bunga deposito x2 = kurs rupiah x3 = harga emas hasil regresi tersebut dapat diartikan seperti berikut. 1. jika bunga deposito naik sebesar 1 satuan, ihsg akan turun sebesar 517,436 satuan atau sebaliknya dengan asumsi kurs rp/us$ dari harga emas tidak berubah. 2. jikamkurs rp/us$ naik sebesar 1 satuan, ihsg akan turun sebesar 0,01933 satuan atau sebaliknya dengan asumsi bunga deposito dan harga emas tidak berubah. 3. jika harga emas naik 1 satuan, ihsg akan naik sebesar 0,0002289 satuan atau sebaliknya dengan sumsi bunga deposito dan kurs rp/us$ tidak berubah. koefisien determinasi (r2) hasil perhitungan tabel 1 menunjukan nilai r2 sebesar 69,2%. artinya 69,2% perubahan variabel dependen y (ihsg) disebabkan oleh perubahan variabel independen x1 (bunga deposito), x2 (kurs rp/us$), dan x3 (harga emas) secara bersama – sama. sisanya sebesar 30,8% dipengaruhi oleh variabel lain yang tidak termasuk dalam model. uji koefisien regresi pada matriks hasil regresi terlihat bahwa t hitung koefisien x1 sebesar –26,232; t hitung koefisien x2 sebesar –2,917 dan t hitung koefisien x3 sebesar 3,528 sedangkan t tabel (0,05;505) = 2,4469. karena semua t hitung lebih besar dari t tabel, dapat dikatakan bahwa koefisien variabel bunga deposito, kurs rp/us$, dan harga emas secara signifikan dari masing–masing variabel dependen (ihsg) secara individu. journal the winners, vol. 3 no. 1, maret 2002: 1-10 8 pada matriks hasil regresi terlihat bahwa f hitung = 378,363 yang lebih besar dari f tabel (0,05;3;505) = 2,6226. dengan demikian, terdapat pengaruh yang signifikan dari variabel independen (bunga deposito, kurs rp/us$, dan harga emas secara bersama–sama. dari hasil uji koefisien regresi, dapat disimpulkan sebagai berikut. 1. terdapat pengaruh yang signifikan atau 69,2% perubahan ihsg dipengaruhi oleh bunga deposito, kurs rp/us$, dan harga emas secara bersama – sama. 2. bunga deposito mempunyai pengaruh negatif terhadap ihsg. 3. harga emas memiliki pengaruh positif terhadap ihsg. hasil regresi dan pengujian menyimpulkan variabel independen bunga deposito dan kurs rp/us$ memiliki pengaruh negatif secara signifikan terhadap variabel dependen ihsg. di lain pihak, variabel independen harga emas mempunyai pengaruh positif terhadap variabel dependen ihsg. pengaruh negatif bunga deposito terhadap ihsg pengaruh negatif bunga deposito terhadap ihsg artinya jika bunga deposito naik, ihsg atau harga saham secara umum akan turun. sebaliknya jika bunga deposito turun, ihsg atau harga saham secara umum akan naik. keadaan tersebut terkondisi karena preferensi investor dalam memilih investasiya agar dapat mengoptimalkan hasil. hubungan antara investasi dalam saham dan deposito bersifat subtitusi. jika perbankan mengumumkan bunga deposito naik dan cukup signifikan, sebagian besar investor dalam saham akan berpaling menginvestasikan uangnya pada deposito. naiknya suku bunga deposito itu mendorong terjadinya aksi jual saham karena akan dialihkan pada deposito. selama investor menganggap investasi deposito masih menguntungkan (asumsi investor sudah mempertimbangkan aspek risiko), akan terus terjadi aksi jual saham itu mengakibatkan harga saham akan turun karena penawaran saham meningkat. jika harga saham turun, ihsg pun akan turun. aksi jual saham akan berhenti apabila perbankan menurunkan kembali bunga deposito pada tingkat keseimbangan. penurunan tingkat deposito akan dilakukan perbankan jika dana dari pihak ketiga sudah melampaui kebutuhan penyaluran kredit. jika perbankan tidak menurunkan buga deposito, dana pihak ketiga yang tidak tersalurkan dalam kredit semakin besar, artinya cost of money setiap uang yang dipinjamkan semakin besar. jika perbankan melakukan penurunan bunga deposito, investor deposito akan berpaling pada investasi saham. dengan kata lain, investor deposito akan mencairkan depositonya dan segera membeli saham. makin banyak investor membeli saham, permintaan dan harga saham maupun ihsg juga meningkat. pengaruh negatif kurs rp/us$ terhadap ihsg pengaruh positif harga emas terhadap ihsg terjadi jika harga emas naik, ihsg secara umum akan naik juga. sebaliknya jika harga emas turun, ihsg secara umum akan turun juga. variabel harga emas itu berbeda dengan variabel bunga deposito dan kurs rp/us$. artinya, hubungan antara investasi dalam saham dan pembelian emas tidak bersifat subtitusi karena pengaruh bunga deposito, kurs mata uang… (guntur irianto) 9 masyarakat tidak menganggap pembelian emas sebagai alternatif investasi tetapi lebih bersifat konsumtif. harga emas dalam analisis ini merupakan harga emas batangan. harga emas batangan tersebut terbentuk karena mekanisme pasar termasuk pasar umum bagi masyarakat secara luas. tujuan masyarakat luas dalam membeli emas lebih bersifat untuk perhiasan dan bukan untuk tujuan investasi. oleh karena itu, antara investasi dalam saham dan pembelian emas tidak bersifat subtitusi sehingga pengaruh harga emas terhadap ihsg tidak negatif sebagaimana hipotesis yang telah di kemukakan. untuk mengungkap mengapa harga emas berpengharuh positif terhadap ihsg, perlu penelitian lebih lanjut. penutup simpulan dari hasil analisis penelitian secara keseluruhan, dapat diambil simpulan sebagai berikut. 1. perubahan pada tingkat suku bunga deposito yang dijamin oleh pemerintah akan mempengaruhi ihsg secara negatif. hal itu disebabkan adanya preferensi investor untuk mengoptimalkan investasinya karena antara investasi pada saham dan deposito bersifat subtitusi. 2. perubahan atas tingkat kurs rp/us$ akan mempengaruhi ihsg secara negatif. hal tersebut disebabkan adanya preferensi investor untuk mengoptimalkan investasinya karena antara investasi pda saham dan us$ bersifat subtitusi. 3. perubahan atas harga emas akan mempengaruhi ihsg secara positif dan tidak negatif. hal tersebut karena pembelian emas oleh masyarakat bukan bermotif investasi tetapi bermotif konsumtif untuk perhiasan. jadi, hubungan investasi pada saham dan pembelian emas bersifat subtitusi. 4. perlu penelitian dan kajian lebih lanjut mengapa harga emas berpengaruh positif terhadap ihsg. 5. tingkat bunga deposito dan kurs rp/us$ dapat dijadikan sebagai bahan analisis keputusan investasi dalam saham. daftar pustaka algifari. 1997. analisis statistik untuk bisnis. edisi pertama. yogyakarta: bp-fe. anonim. 1995. undang-undang republik indonesia no. 8 tahun 1995 tentang pasar modal. jakarta. f. stoner, james. 1982. management. second edition. new york: prentice hall inc. helfert, erich. 1994. teknik analisis keuangan. petunjuk praktis untuk mengelola dan mengukur kinerja perusahaan, terj. herman wibowo. jakarta: erlangga. journal the winners, vol. 3 no. 1, maret 2002: 1-10 10 higgins, robert c. 1989. analisis keuangan, terj. gunawan. edisi 2. jakarta: pt indira. husnan, suad. 1998. dasar–dasar teori portofolio dan analisis sekuritas. edisi tiga. yogyakarta: upp-amp ykpn. karnadi, steve. 1993. manajemen pembelanjaan. yayasan promotion humania edisi kedua. jakarta. santoso, singgih. 1999. spss (statistical product and service solutions)-mengolah data statistik secara profesional. jakarta: pt elex media komputindo. supranto, j. 1991. teknik pengambilan keputusan. edisi pertama. jakarta: pt rineka cipta. _________. 1989. metode riset aplikasi. jakarta: lp-fe ui. scott. 1993. analisis pasar modal. jakarta: pustaka sinar harapan. sharpe, william f., gordon a., dan jeffery v. baikey. 1995. investasi, terj. henry njoooiangtik et al. jakarta: pt prenhalindo. usman, marzuki. 1990. “abc pasar modal”. kerjasama lembaga pengembangan perbankan indonesia dengan ikatan sarjana ekonomi indonesia, jakarta. _____________. 1982. metodologi riset. edisi revisi. yogyakarta: bp-fe ui. _____________. 1997. pengetahuan dasar pasar modal. jakarta: ibi. weston j, fred dan brigham eugene f. 1998. dasar–dasar manajemen keuangan, terj. alfons sirait. jakarta: erlangga. _____________ dan thomas e. copeland. 1986. manajemen keuangan, terj. kirbrandoko et al. edisi 8. jakarta: erlangga. microsoft word 02_teguh sriwidadi_manajemen mutu terpadu.doc manajemen mutu terpadu (teguh sriwidadi) 107 manajemen mutu terpadu teguh sriwidadi1 abstract total quality management (tqm) is the effort to meet or exceed the customer needs with the lowest cost. the business will successful if it can produce an output (product and service) fit according to the customer needs. they will raise the profit if only they can operate efficiently (effective cost, avoid waste, and rework ), and to ensure that all the activity directed to the effort to satisfy the customer needs. keywords: total quality management (tqm) abstrak manajemen mutu terpadu (total quality management tqm) adalah upaya untuk memenuhi atau melampaui kebutuhan pelanggan dengan biaya serendah mungkin. sebuah bisnis akan sukses jika bisnis tersebut dapat menghasilkan keluaran (berupa barang dan jasa) yang sesuai dengan kebutuhan para pelanggannya. bisnis akan meningkat keuntungannya hanya jika perusahaan tersebut mampu beroperasi dengan efisien, yaitu dengan biaya efektif, menghindarkan pemborosan dan kerja ulang (rework), dan memastikan bahwa semua kegiatan diarahkan pada upaya memuaskan kebutuhan pelanggan. kata kunci: manajemen mutu terpadu 1 staf pengajar, fakultas ekonomi, ubinus, jakarta journal the winners, vol. 2 no. 2, september 2001: 107-115 108 pendahuluan memenuhi kebutuhan pelanggan mutu secara umum didefinisikan sebagai memenuhi atau melampaui persyaratan pelanggan. hal itu berarti produk atau jasa tepat bagi penggunaan oleh pelanggan. ketepatan untuk penggunaan berhubungan dengan nilai yang diterima pelanggan dan kepuasan pelanggan. hanya pelanggan – bukan produsen – yang dapat menentukannya. kepuasan pelanggan merupakan konsep yang relatif berbeda antara pelanggan yang satu dengan yang lain. sebagai contoh, beberapa orang mengatakan bahwa mobil ford sangat memuaskan sedang yang lain mengatakan tidak. setiap orang mendefinisikan mutu sesuai dengan kebutuhan masing-masing. dari sudut pandang produsen, variasi dalam mutu tidak dapat ditolerir. produsen harus menentukan spesifikasi tersebut sambil terus menerus mengembangkan produknya. apakah hasilnya memenuhi persyaratan pelanggan atau tidak, pelangganlah yang menentukannya. mutu dari kesesuaian berarti memproduksi suatu produk untuk memenuhi spesifikasi. jika produk sesuai dengan spesifikasi, hal itu dianggap oleh operasi sebagai produk bermutu meskipun mutu desainnya rendah. sebagai contoh, sepasang sepatu yang tidak mahal dapat mempunyai mutu yang tinggi jika dibuat sesuai dengan spesifikasinya dan akan memiliki mutu yang rendah, jika tidak sesuai dengan spesifikasinya. mutu desain dan mutu kesesuaian mencerminkan penggunaan yang berbeda dari definisi mutu. pembahasan pelopor mutu frederick w. taylor (1986-1915) dalam bukunya the principle of scientific management.mengemukakan hal berikut. 1. tugas harian. setiap orang dalam setiap organisasi harus mempunyai tugas yang terdefinisi dengan jelas yang harus diselesaikan dalam satu hari. 2. kondisi standar. pekerja harus mempunyai alat standar dan kondisinya untuk menyelesaikan suatu pekerjaan. 3. upah yang tinggi untuk sukses. penghargaan yang signifikan harus dibayar untuk suatu tugas atau pekerjaan yang sukses. 4. kerugian yang besar untuk kegagalan. kegagalan dalam menjalankan tugas atau pekerjaan harus diperhitungkan secara perseorangan. walter a. shewhart (1891-1967) dalam bukunya the economic control of quality of manufactured product menyatakan bahwa terdapat variasi dalam setiap pembuatan barang dan variasi tersebut dapat diketahui dengan aplikasi alat statistik sederhana seperti pengambilan contoh (sampling) dan analisis probabilitas. manajemen mutu terpadu (teguh sriwidadi) 109 david a. garvin (1988) dalam bukunya managing quality: the strategic and com petitive edge mengemukakan delapan dimensi mutu. 1. kinerja (performance) berhubungan dengan karakteristik operasi primer produk. sebagai contoh, di dalam televisi, performance berarti kejelasan suara dan gambar, warna, dan kemampuan untuk menerima sinyal dari jarak tertentu. dalam industri jasa, seperti penerbangan, performance berarti layanan yang cepat. 2. fitur (feature) fitur merupakan aspek kedua dari performance. contohnya, sarapan pagi gratis di hotel, minum gratis di pesawat terbang. 3. reliabilitas (reliability) dimensi ini berhubungan dengan probabilitas bahwa suatu produk tidak akan rusak pada jangka waktu tertentu. 4. kesesuaian (conformance) tingkat produk atau jasa memenuhi spesifikasinya. 5. umur (durability) ukuran umur produk. 6. kemudahan perbaikan (serviceability) seperti kecepatan, kompetensi, dan kemudahan untuk perbaikan. 7. estetika (aesthetic) ukuran dari bagaimana suatu produk dapat dilihat, dirasakan, dicicipi (masakan), dicium (parfum). 8. mutu yang dipersepsikan (perceived quality) konsumen tidak selalu mempunyai informasi yang lengkap tentang produk atau jasa. durability dari suatu produk, misalnya, tidak siap untuk diobservasi – hal itu harus ada pengaruh dari berbagai aspek yang terlihat (tangible) dan tidak telihat (intangible) dari produk tersebut. dalam hal ini, imajinasi, periklanan, dan nama merek–mempengaruhi mutu dari kenyataannya–menjadi kritis. impresi pelanggan dari mutu adalah esensi mutu yang dipersepsikan. dr. w. edward deming (1982-1986) deming mendefinisikan mutu sebagai pengembangan yang terus menerus dari suatu sistem yang stabil. definisi itu menekankan pada dua hal berikut. journal the winners, vol. 2 no. 2, september 2001: 107-115 110 1. semua sistem (administrasi, desain, produksi, dan penjualan) harus stabil. hal itu memerlukan pengukuran yang diambil dari atribut mutu di seluruh perusahaan dan dipantau setiap waktu. 2. perbaikan yang terus menerus dari berbagai sistem untuk mengurangi penyimpangan dan lebih memenuhi kebutuhan pelanggan. empat belas prinsip manajemen deming sebagai berikut. 1. menciptakan kegunaan yang konstan terhadap perbaikan produk dan jasa. 2. mengambil filosofi baru dengan menolak kebiasaan penerimaan kesalahan, kerusakan, dan penundaan. 3. menghilangkan ketergantungan pada inspeksi massal. 4. meminimumkan biaya total. 5. perbaikan secara konstan, dan selamanya, sistem produksi untuk memperbaiki mutu dan produktivitas dan secara konstan mengurangi biaya. 6. pelatihan pada semua bidang kerja untuk semua karyawan. 7. menitikberatkan manajemen dan penyelia (supervisor) pada kepemimpinan karyawan untuk membantu mereka melakukan pekerjaan dengan lebih baik. 8. menghilangkan ketakutan. jangan memarahi karyawan untuk masalah sistem. kembangkan komunikasi 2 arah yang efektif. hilangkan management by control. 9. singkirkan penghalang antardepartemen. kembangkan kerja sama antara area yang berbeda, seperti riset, desain, produksi, dan penjualan. 10. hilangkan program, desakan, dan slogan yang memerlukan tingkat produksi baru tanpa adanya metode yang lebih baik. 11. hilangkan kuota, standar kerja, dan tujuan yang berubah-ubah yang berinterferensi dengan mutu. sebagai gantinya, kepemimpinan dan perbaikan terus-menerus dari proses kerja. 12. singkirkan barrier (sistem yang salah dan manajemen yang salah) yang menghilangkan kebanggaan karyawan akan pekerjaannya. 13. kembangkan pendidikan dan perbaikan diri terus menerus dari seluruh karyawan. 14. ajak semua karyawan pada implementasi keempat belas prinsip ini. dr. joseph m. juran (1954) dalam bukunya juran on leadreship for quality mengungkapkan trilogi juran sebagai berikut. 1. perencanaan mutu suatu proses yang mengidentifikasikan pelanggan, persyaratan pelanggan, fitur produk, dan jasa yang diharapkan pelanggan, dan proses untuk menyampaikan produk atau jasa dengan atribut yang benar dan memberikan fasilitas untuk mentransfer pengetahuan ini kepada bagian produksi. 2. kendali mutu. suatu proses produksi diuji dan dievaluasi terhadap persyaratan-persyaratan asalnya yang diminta oleh pelanggan. masalah-masalah dideteksi untuk kemudian diperbaiki. 3. peningkatan mutu yang meliputi alokasi sumber daya, memberikan tugas kepada seseorang untuk mendorong suatu proyek, pelatihan yang digunakan untuk mendorong suatu proyek, dan membuat sutu struktur umum yang permanen untuk meningkatkan mutu dan mempertahankan yang telah dicapai. manajemen mutu terpadu (teguh sriwidadi) 111 philip b. crosby (1979) dalam bukunya quallity is free mengungkapkan empat dalil mutu seperti berikut ini. 1. definisi mutu adalah kesesuaian dengan persyaratan. 2. sistem mutu adalah pencegahan. 3. standar kerja adalah tanpa cacat (zero defect). 4. pengukuran mutu adalah biaya mutu. pendekatan lain dari mutu adalah “zero defect” atau tanpa cacat yang dikemukakan oleh philip b. crosby (1979) atau membuatnya benar sejak pertama kali (make it right the first time) yang dijabarkan ke dalam 14 elemen proses perbaikan mutu. 1. komitmen manajemen (management commitment). pastikan bahwa manajemen senior mengetahui bagaimana pencegahan kesalahan dapat memperbaiki mutu dan mengurangi biaya. susun kebijakan mutu yang menyatakan bahwa setiap individu harus sungguh-sungguh memenuhi persyaratan kerja yang diperlukan atau diubah menjadi apa yang kita dan pelanggan perlukan. menyetujui bahwa perbaikan mutu merupakan cara yang praktis untuk meningkatkan keuntungan. 2. tim perbaikan mutu (quality improvement team). tim ini terdiri dari 1 anggota dari setiap departemen dalam perusahaan. seseorang dapat ditunjuk yang sepakat agar departemen mengambil tindakan, terutama departemen pusat. kegunaan tim ini untuk mengimplementasikan program mutu ke seluruh bagian perusahaan. 3. pengukuran mutu (quality measurement). mengembangkan pengukuran mutu dalam semua bagian perusahaan. pengukuran ini digunakan untuk menentukan tindakan perbaikan dan mengukur kemajuannya di waktu-waktu yang akan datang. pengukuran tidak hanya dikembangkan untuk produk saja tetapi juga pada operasi di bidang jasa, kantor, dan juga untuk para penjual. 4. evaluasi biaya mutu (cost of quality evaluation). biaya mutu harus didefinisikan. akuntan harus memikul tanggung jawab atas pengukuran mutu karena hal ini menghilangkan suatu suspected bias. manajemen akan perlu untuk terlibat tetapi praktik akuntansi yang lalu berubah untuk mencerminkan biaya mutu yang sebenarnya. 5. kesadaran mutu (quality awareness). dalam langkah ini, karyawan dibuat agar sadar akan program perbaikan mutu melalui penyelia mereka. program ini bukan merupakan program motivasi tetapi lebih ditekankan pada usaha untuk menunjukkan kepada pekerja dengan akibat mutu yang rendah terhadap pelanggan, biaya, persaingan, dan pekerjaan mereka. 6. tindakan perbaikan (corrective action). tindakan perbaikan ini harus diusulkan oleh para karyawan dan penyelia. pertemuan mingguan diadakan pada setiap level untuk membahas masalah mutu. 7. komite ad hoc untuk program zero defect. tiga atau empat anggota tim perbaikan mutu, ditugaskan pada ad hoc committee untuk menginvestigasi konsep zero defect dan mencari cara untuk mengkomunikasikan program kepada karyawan (melalui pertemuan, poster, dan sebagainya). program ini bukan relasi publik melainkan usaha untuk menerangkan bagaimana segala sesuatu harus dikerjakan dengan benar sejak pertama kali. 8. pelatihan penyelia (supervisor training). program yang formal diadakan untuk mendidik para manajer pada setiap level mengenai konsep zero defect. 9. hari zero defect. satu hari yang khusus ditentukan untuk menjelaskan kepada seluruh karyawan mengenai zero defect sehingga mereka mengetahui konsepnya dengan cara yang sama. standar zero defect harus secara tegas ditentukan pada hari tersebut. journal the winners, vol. 2 no. 2, september 2001: 107-115 112 10. penentuan sasaran (goal setting). penyelia minta kepada setiap pekerja untuk menentukan sasaran mutu untuk 30, 60, dan 90 hari. sasaran itu harus dapat diukur dan spesifik. 11. penghapusan penyebab kesalahan ( error cause removal ). setiap pekerja diminta untuk menjelaskan masalah yang dihadapi. kemudian, kelompok fungsional tertentu ditugaskan untuk memeriksa setiap masalah yang terjadi dan mengusulkan cara pemecahannya. 12. penghargaan/pengakuan (recognition). penghargaan diperlukan untuk melengkapi tindakan yang positif dalam menghilangkan penyebab kesalahan. berbagai macam penghargaan dapat diberikan, misalnya dalam bentuk cincin emas, makan malam, atau benda-benda lainnya. 13. dewan mutu (quality council). profesional mutu dan pemimpin-pemimpin tim dari berbagai bagian membentuk dewan mutu. mereka mengadakan pertemuan secara periodik untuk saling menyampaikan ide dan berkomunikasi mengenai program masing-masing. 14. lakukan berulang kali (do it over again). program yang khusus memerlukan waktu 1 tahun sampai 18 bulan. selama kurun waktu tersebut, pengetahuan tentang program dapat mengalami perubahan. program harus dimulai lagi dengan tim yang baru. hari zero defect (zd) harus diadakan setahun sekali seperti hari ulang tahun. program zd harus terus menerus diadakan sehingga merupakan budaya perusahaan. jika mutu bukan merupakan pandangan hidup (way of life) maka tidak akan ada perbaikan. standar sistem manajemen mutu internasional 1. iso9001 – spesifikasi sistem mutu untuk desain/pengembangan, produksi, pemasangan, dan layanan. 2. iso9002 – spesifikasi sistem mutu untuk produksi dan pemasangan. 3. iso9003 – spesifikasi sistem mutu untuk pemeriksaan dan pengujian akhir. pengelolaan mutu menurut philip b. crosby sebagai berikut. semua pekerjaan adalah suatu proses setiap pekerjaan adalah suatu proses dan merupakan rangkaian dari kegiatan yang akan menghasilkan suatu hasil akhir. hasil akhir itu dapat berupa produk atau jasa yang akan memuaskan kebutuhan dan keinginan pelanggan. untuk memenuhi keinginan pelanggan, harus diidentifikasikan persyaratannya. misalnya, jika pelanggan menginginkan mobil “merah“ atau janji pada jam “09.30 wib” dan “lima kg“ adalah persyaratan, itu semua adalah keinginan pelanggan untuk produk atau jasa. mengetahui persyaratan pada pekerjaan, akan membantu untuk memenuhi keinginan pelanggan dan mencegah timbulnya masalah. hal itu merupakan dasar dari perbaikan mutu dalam semua pekerjaan. manajemen mutu terpadu (teguh sriwidadi) 113 transaksi dalam pekerjaan p e r s y pemasok a a pelanggan r a t a n ada empat dalil mutu yang akan mengarahkan setiap usaha untuk melaksanakan, mengatur, dan meningkatkan pekerjaan. 1. definisi mutu mutu tidak cukup didefinisikan dengan baik sekali, baik, atau indah. mutu didefinisikan sebagai kesesuaian dengan persyaratan (conformance to requirements). setiap produk, jasa, atau proses yang sesuai dengan persyaratan-persyaratan disebut sebagai produk, jasa, atau proses yang bermutu. baik kesesuaian dengan persyaratan ( conformance to requirements ) 2. sistem mutu suatu cara untuk menjamin mutu adalah dengan penilaian atau inspeksi. hasil inspeksi tersebut digunakan untuk membuat suatu keputusan. inspeksi hanya memisahkan yang baik dan yang buruk saja tetapi tidak membantu dalam peningkatan. untuk peningkatan mutu, dibutuhkan suatu kebijakan dan sistem yang berdasarkan pada prinsip pencegahan. pencegahan meliputi komunikasi, perencanaan, pembuktian, dan bekerja untuk menghilangkan kemungkinan terjadinya nonconformance (ketidaksesuaian). sistem untuk peningkatan mutu penilaian pencegahan definisi mutu journal the winners, vol. 2 no. 2, september 2001: 107-115 114 3. standar karya dalil mutu yang ketiga menjelaskan kegunaan standar dan suatu karya dapat dibandingkan. ada standar karya untuk mutu, biaya, dan jadwal. idealnya, semua pekerjaan harus sesuai dengan persyaratan dan tepat waktu sesuai dengan anggaran. akan tetapi, pada keadaan yang sebenarnya hal itu tidak selalu terjadi. kadang-kadang keadaan memaksa untuk mengambil keputusan dengan mengorbankan mutu pekerjaan demi mencapai biaya dan jadwal yang telah ditetapkan. namun, tanpa kesepakatan yang bulat terhadap mutu, sangat sulit mencapai semua persyaratan, termasuk biaya dan jadwal. untuk membuat komitmen ini, diperlukan standar karya yang dapat mengerti semua orang, yaitu “zero defect”. standar karya itu sudah mendekati zero defect standar karya yang konvensional untuk mutu dapat diungkapkan dengan kalimat “mendekati”. dengan kata lain, semua persyaratan harus dipenuhi kadang-kadang atau seluruh persyaratan itu harus dipenuhi selamanya. akan tetapi jika diinginkan, pekerjaan menjadi bermutu, setiap nonconformance tidak dapat diterima, kesalahan akan dicegah dan pelanggan akan menerima produk atau jasa yang sesuai dengan standar karya zero defect. 4. pengukuran cara yang paling baik untuk pengukuran mutu adalah menghitung berapa biaya yang dikeluarkan karena melakukan pekerjaan yang salah. pengukuran ini disebut price of nonconformance (ponc). pengukuran mutu indeks price of nonconformance kegiatan ponc meliputi proses ulang, memacu pengiriman, kerja ulang, kelebihan stok gudang, penganan keluhan, waktu kerusakan (down time), dan pengembalian (retur). penutup 1. manajemen mutu terpadu (total quality management, tqm) merupakan usaha untuk memenuhi kebutuhan pelanggan dengan biaya serendah mungkin. 2. ada beberapa definisi mutu yang dikemukakan oleh beberapa pelopor mutu, antara lain frederick w. taylor, walter a. shewhart, david a. garvin, edward deming, dan philip b. crosby. manajemen mutu terpadu (teguh sriwidadi) 115 3. definisi mutu menurut philip b. crosby adalah kesesuaian dengan persyaratan. 4. ada empat dalil mutu menurut philip. b. crosby sebagai berikut. a. definisi mutu adalah kesesuaian dengan persyaratan. b. sistem mutu adalah pencegahan. c. standar karya adalah zero defect. d. pengukuran mutu adalah biaya mutu (price of nonconformance, ponc). daftar pustaka crosby, philip b. 1979. quality is free: the art of making quality certain. new york. faure, lesley munro dan malcolm munro-faure. 1999. implementing total quality management, alih bahasa oleh sularno tjiptowardojo. cetakan ii. jakarta: pt elex media komputindo. garvin, david a. 1988. managing quality: the strategic and competitive edge. new york. heizer, jay and barry render. 1988. production and operations management. usa: allyn and bacon inc. juran, j.m. juran on leadership for quality: 1989. an executive handbook. new york. schroeder, roger g. 1993. operations managemen: decision making in the operation functions. 4th edition. usa: mcgraw-hill. tenner, arthur r. dan irving j. detoro. 1992. total quality manajement: three steps to continuous improvement. new york: addison-wesley publishing company. expatriates perceptions …… (damar aji irawan) 83 expatriates perceptions toward hofstede’s indonesia cultural dimensions damar aji irawan international business management program, school of business management, universitas bina nusantara jln. k. h. syahdan no. 9, palmerah, jakarta 11480, indonesia damaraji.irawan@binus.ac.id abstract the goal of this research was to explore the experiences of expatriates in indonesia, related to hofstede’s indonesia cultural dimensions. this study applied a phenomenological qualitative study and used purposive sampling to select the participants. data were gathered using the semi-structured interview with appointments set before the meeting. the interviews were conducted on an individual basis and were recorded. then, the data were transcribed and analyzed through coding and categorizing until sets of themes occurred. the results show that the majority of participants agree indonesia has collectivism and low uncertainty avoidance culture. meanwhile, the expatriates’ experiences toward high power distance dimension in indonesia vary. keywords: expatriates perception, cross-cultural management, hofstede’s cultural dimensions introduction in this globalization era, more companies are expanding and entering foreign markets. hence, multinational companies continue to rely heavily on expatriate assignments to increase their competitiveness in the global marketplace (brookfield global relocation services, 2016). such phenomenon is becoming part of international business and management study. in the area of international business studies, the term ‘expatriates’ commonly describes corporate employees working outside of their home countries (shimoda, 2017). indonesia is one of the expatriates’ destination country and also one of the most important hosts of transnational corporations in southeast asia since the dutch colonial era when such corporations cooperated with the dutch colonial system (sluyterman, 2013). as a consequence of entering foreign markets, culture collusions are more likely to appear. hofstede (2010) stated that culture is more often a source of conflict than synergy, suggesting that cultural differences are a sign of disaster. therefore, knowledge about cultural dimensions is essential for expatriates before arriving in foreign countries. there are six dimensions of national culture; (1) power distance, (2) individualism v collectivism, (3) masculinity v femininity, (4) uncertainty avoidance, (5) long-term v short-term orientation, and (6) indulgence v restraint (center, 2015). power distance expresses the degree to which the members of a society accept and expect that the power is distributed unequally. the fundamental issue here is how a society handles inequalities among people (ly, 2013). individualism can be defined as a preference for a loosely-knit social framework in which individuals are expected to take care of only themselves and their immediate families. its opposite, collectivism, represents a preference for a tightly-knit framework in society in which individuals can expect their relatives or members of a particular in-group to look after them in exchange for unquestioning loyalty. society's position on this dimension is reflected in whether 84 journal the winners, vol. 18 no. 2, september 2017: 83-92 people’s self-image is defined regarding “i” or “we” (brewer & venaik, 2011). the masculinity side of hofstede’s dimension represents a preference in society for achievement, heroism, assertiveness, and material rewards for success. the opposite, femininity, stands for a preference for cooperation, modesty, caring for the weak, and quality of life (center, 2015). the uncertainty avoidance dimension expresses the degree to which the members of society feel uncomfortable with uncertainty and ambiguity (venaik & brewer, 2010). long-term or short-term orientation is related to how every society has to maintain some links with its own past while dealing with the challenges of the present and the future. thus, societies who score low on this dimension prefer to maintain time-honored traditions and norms while viewing societal change with suspicion. on the other hand, those with high scores, take a more pragmatic approach as they encourage thrift and efforts in modern education as a way to prepare for the future (minkov & hofstede, 2012). indulgence stands for a society that allows relatively free gratification of basic and natural human drives that are related to enjoying life and having fun. restraint stands for a society that suppresses gratification of needs and regulates it by restricting social norms (center, 2015). according to brock et al. (2008), power distance is confirmed as prime predictors of expatriate deployment. consequently, the power distance index plays an important role when selecting candidates for overseas assignments. apart from that, six dimensions of national culture are also considered important because, as dartey-baah (2013) explained that both national cultures and organizational cultures are the main determinants of the success or failure of the multinational business. this research tries to answer a question related to the power distance; individualism v collectivism, and uncertainty avoidance dimensions. specifically, that question is; are there any differences between hofstede’s research of indonesia and the expatriates’ experiences of these three dimensions in the research? hence, the objective of this research is to explore the experiences of expatriates in indonesia, in relation to three of hofstede’s indonesia cultural dimensions. methods this study applies a phenomenological qualitative study because it attempts to explore the experiences of expatriates in cross-cultural settings. the phenomenological study tries to understand how participants make sense of their experiences and involve a process of interpretation by the researcher (flick, 2009). however, personal biases or beliefs should be eliminated when doing this type of research in order to not interfere with the researcher’s ability to see the phenomenon. purposive sampling is used to select the participants because it allows the researcher to select cases based on researcher’s decision in order for the question and objective to be met and answered (saunders, lewis, & thornhill, 2015). the subject’s first selection criterion is men and women expatriates who are currently staying and working in jakarta, indonesia. second, they are working in any government, private agencies or companies in jakarta and have been working there for more than six months. third, each participant is expected to have exposure to locals at their workplace. the data are gathered using semi-structured interview, and the appointments are set before the meeting. the interviews are conducted on an individual basis and are also recorded. the interviews take place outside of the workplace and last from 45 minutes to over an hour and a half. in order to open the interview and lead the discussion to the expatriates’ experiences, open-ended questions are asked. then, the data are transcribed and analyzed through coding and categorizing until sets of themes occur. moreover, the research also uses interpretative phenomenological analysis (ipa) of expatriates perceptions …… (damar aji irawan) 85 data. the interview questions generally focus on the participants’ perceptions toward three of hofstede’s indonesia cultural dimensions: high power distance, collectivism, and low uncertainty avoidance. the semi-structured interview is the main method of gathering data to answer the research question. results and discussions the profile of the participants is explained in table 1. it can be seen that the interview has been conducted with 19 male and 7 female expatriates. the respondents’ duration of stay in jakarta, indonesia varies from 6 months to 29 years. similarly, the participants’ occupation and country of origin also vary broadly. hence, the subjects’ selection criteria are fulfilled. table 1 profile of the participants respondents occupation country of origin duration of stay gender respondent 1 engineer china 2 years male respondent 2 graphic designer usa 5 years male respondent 3 project manager china 6 months male respondent 4 english teacher united kingdom 5 years and 6 months male respondent 5 it expert india 1 year and 7 months male respondent 6 it expert taiwan 2 years male respondent 7 english lecturer india 6 years male respondent 8 general manager usa 2 years male respondent 9 english teacher usa 2 years and 7 months male respondent 10 business owner usa 5 years and 2 months male respondent 11 education consultant united kingdom 8 months male respondent 12 teacher philippines 11 years male respondent 13 teacher east timor 2 years male respondent 14 general manager australia 2 years male respondent 15 client head manager mexico 4 years male respondent 16 sales director usa 8 years male respondent 17 lecturer hungary 2 years male respondent 18 lecturer usa 29 years male respondent 19 embassy staff switzerland 1 year male respondent 20 engineer china 4 years female respondent 21 engineer india 7 years female respondent 22 italian language teacher italy 1 year and 2 months female respondent 23 lecturer philippines 11 years female respondent 24 english teacher united kingdom 10 years female respondent 25 business owner china 1 year female respondent 26 lecturer united kingdom 16 years female according to hofstede (2010), the dimensions of indonesia national culture can be seen in figure 1. it can be seen that indonesia scores high on power distance dimension with a score of 78. this means that the following characterizes the indonesian society are; (1) being dependent on hierarchy, (2) unequal rights between power holders and non-power holders, (3) superiors inaccessible, and (4) leaders directing, controlling, and delegating, (5) power is centralized and managers count on the obedience of their team members, (6) employees expect to be told what to do and when, (7) control is expected and managers are respected for their position, lastly, (8) communication is indirect and negative feedback is hidden (hofstede, 2013). 86 journal the winners, vol. 18 no. 2, september 2017: 83-92 figure 1 the dimensions of indonesia national culture (hofstede, 2010) indonesia, with a low score of 14, is a collectivist society. this means that there is a high preference for a tightly-knit social framework in which individuals are expected to take care of their relatives or members of the groups to which they belong (hofstede, 2013). indonesia scores 46 on the masculinity dimension which is considered low masculinity. in indonesia, the status and visible symbols of success are important, but it is not always material gain that brings motivation. often, it is the position that a person holds that is more important to them because of an indonesian concept called gengsi, loosely translated to be outward appearances (hofstede, 2013). indonesia scores 48 on the uncertainty avoidance dimension which means indonesia has a low preference for avoiding uncertainty. when a person is upset, it is habitual for indonesians to not show negative emotion or anger externally. they will keep smiling and be polite, no matter how angry they are inside. this also means that maintaining workplace and relationship harmony is very important in indonesia and no one wishes to be the medium for bad or negative news or feedback. another aspect of this dimension can be seen in conflict resolution. direct communication as a method of conflict resolution is often seen to be a threatening situation and one that indonesians are uncomfortable with. a successful method of conflict diffusion or resolution is using a third party intermediary, which has many benefits. this permits the exchange of views without loss of face. moreover, since one of the main manifestations of indonesia’s uncertainty avoidance is to maintain the appearance of harmony in the workplace, an intermediary removes the uncertainty associated with a confrontation. perhaps a key phrase in the indonesian language that describes how this works is asal bapak senang (keep the boss happy). keeping the boss happy means that the employees that do such things will be rewarded and kept as a valuable member of the company (hofstede, 2013). indonesia's high score of 62 in the next dimension indicates that it has a pragmatic culture. in societies with a pragmatic orientation, people believe that truth depends very much on the situation, context, and time. they show an ability to easily adapt traditions into changed conditions, a strong propensity to save and invest, thriftiness, and perseverance in achieving results (hofstede, 2013). the low score of 38 in the indulgence dimension shows that indonesia has a culture of restraint. societies with a low score in this dimension tend towards cynicism and pessimism. furthermore, the restrained societies do not put much emphasis on leisure time and control the gratification of their desires. people with this orientation have the perception that their actions are restrained by social norms, and they feel that indulging themselves is somewhat wrong (hofstede, 2013). the following results that are shown in table 2 occurred after analyzing the data. expatriates perceptions …… (damar aji irawan) 87 table 2 expatriate’s experience related to high power distance respondents high power distance agree disagree no comment respondent 1 v v respondent 2 v v respondent 3 v v respondent 4 v respondent 5 v respondent 6 v respondent 7 v v respondent 8 v v respondent 9 v respondent 10 v respondent 11 v respondent 12 v respondent 13 v respondent 14 v v respondent 15 v respondent 16 v v respondent 17 v respondent 18 v v respondent 19 v respondent 20 v respondent 21 v respondent 22 v respondent 23 v v respondent 24 v respondent 25 v respondent 26 v v total 18 16 2 according to hofstede (2011), the characteristics of high power distance in the workplace are; (1) superiors are difficult to reach, (2) managers are respected for their position, (3) communication is indirect, (4) negative feedback is hidden, (5) there are inequalities because of the hierarchy, and (6) subordinates expect to be told what to do by leaders. the expatriates have mixed experiences in the workplace related to this dimension. those experiences are shown in table 2. 18 interviewed expatriates agree that indonesia has high power distance in the workplace, while 16 disagree and 2choose not to comment. 10 expatriates say that they have seen evidence that indonesia has both high and low power distance. for example, respondent 18 say that the distance between manager and staff occurs because of the manager’s personality. some managers like to have distance and others do not. respondent 16, who works as sales director supervises 20 regional sales manager and hundreds of staff, experiences the distance between manager and staff when he was first appointed. however, after a year in charge, he decided to change such behavior, and now his company has successfully adopted low power distance culture. according to respondent 14, high power distance occurs when the managers are expatriates, and the staffs are indonesian. on the other hand, if the managers and the staffs are both indonesian, there is no distance. respondent 26 states that the management and the staffs at her workplace work together very closely. however, there is a huge distance between the lowest people in the organization and the top management, due to the work nature. top management has the responsibility to plan and make the decision, which is why they do not see other people in the organization very often. 88 journal the winners, vol. 18 no. 2, september 2017: 83-92 respondent 1 has told the researcher that low or high power distance culture depends on the company’s culture. in his company, the managers are easy to reach, and subordinates need to have their own initiatives. low power distance is used because his company is a multinational company. he adds that if he works in indonesian company, there would be a distance between managers and staffs as he heard it from one of his friend who is currently working in such company. meanwhile, respondent 7’s stance on high power distance in the workplace is in the middle. in spite of the high distance between the managers and staffs in his workplace, everybody is respected for their profession as long as they perform well. the bosses do not dominate and show that they are the bosses. the staffs can also communicate directly with their supervisor. similarly, respondent 8 also has mixed experiences related to this dimension. in his company, there is no distance because the majority of the co-workers have graduated from abroad, which is why they tend to be more open-minded. nevertheless, he agrees that indonesia generally has high power distance. he mentioned that when he started working, the office boy called him ‘pak’. he was not familiar with that kind of greeting because in the united states everyone called him using his first name or ‘mister’ followed with his last name. however, that is not the case with indonesian people who address others by saying ‘pak’ followed with the first name. based on that reason, he has concluded that indonesia has high power distance. table 2 shows that 6 interviewed expatriates disagree that indonesia has high power distance. respondent 3 says that the distance between manager and staff in indonesia is a bit closer than in china. respondent 5 also adds that the managers in his workplace are quite friendly with the employee and humble as they do not want to show that they are the bosses. as a family business owner, respondent 10 applies low power distance culture in his company. he states that such approach works very well in his company because talking and communicating directly with his indonesian employee build the close relationship. additionally, he says that showing respect to each other is essential when managing his indonesian employee. he still holds this belief even when his indonesian employee ironically dares to smoke in front of him, a behavior he does not dare do in america since it is disrespectful. respondent 11 and 12 have mentioned that the manager and staff in their workplace have the close relationship. respondent 15 also explains that there is no distance because the manager and staff are working as a team and are willing to help each other. respondent 20 similarly states that she does not see the distance because, in her company, both the manager and staff get along very well. respondent 23 replies that there is no distance because she always works in a team and when she leads a team full of indonesian people, she never pictures herself as a boss. instead, she always tells her subordinates that she is a part of the team; therefore they need to work together to achieve good results. related to how to give feedback toward indonesian employee, respondent 19 said that he criticizes his indonesian colleagues with subtle tone to make sure no one eavesdrop. according to him, there are some colleagues who want to listen to criticism and some who are not. respondent 23 also agrees that it is difficult to criticize indonesian people because they are sensitive. hence, she always criticizes carefully by giving feedback with positive tone instead of only judging her colleagues’ mistakes. respondent 3 mentions that he never criticizes his colleagues because he thinks that such action would cause trouble. respondent 9 also never criticizes his indonesian colleagues directly. he alternatively uses jokes, which is a method that works very well. not only respondent 9, but respondent 11 also uses such method. respondent 21 uses non-offensive language if she wants to criticize her colleagues. respondent 4 agrees with hofstede’s explanation on indonesia cultural dimensions. he says that indonesia has indirect culture when it comes to criticism. respondent 6 uses the same criticism method in his country by never telling the mistakes in public and instead does it personally. in contrary, respondents 2, 8, 12, and 22 use their country’s method when criticizing their colleagues by talking directly and honestly about the mistakes that they did. respondent 15 disagrees that negative feedback should be hidden. it is because his coworkers are very open-minded and willing to take negative feedback as they believe it will improve their work quality. hence, the following themes occur in relation to expatriates’ experiences toward power distance index in indonesia; expatriates perceptions …… (damar aji irawan) 89 manager’s personality, expatriate’s country of origin, company’s culture, and co-worker’s education affecting the relationship of managers and subordinates in indonesia. dartey-baah (2013) said that leaders from high power distance cultures tend to be very authoritative, and such behavior might lead to problems especially when managing people form low distance cultures. according to interviewed respondents, organizational culture influences the kind of power distance that the company uses. hence, it might be easier for assigned expatriates to manage indonesian subordinates as they are already familiar with the company’s culture. the characteristics of collectivism in the workplace are; (1) stress on belongings, (2) importance of we, (3) constant maintaining of harmony, (4) predetermined opinions and votes by group, (5) relationship prevailing over tasks (hofstede, 2011). the expatriates’ responds could be found in table 3. table 3 expatriates’ experiences related to collectivism respondents collectivism agree disagree no comment respondent 1 v respondent 2 v respondent 3 v respondent 4 v respondent 5 v respondent 6 v respondent 7 v respondent 8 v respondent 9 v respondent 10 v respondent 11 v v respondent 12 v respondent 13 v respondent 14 v respondent 15 v respondent 16 v respondent 17 v respondent 18 v respondent 19 v respondent 20 v respondent 21 v respondent 22 v respondent 23 v respondent 24 v respondent 25 v respondent 26 v total 19 4 4 as seen in table 3, the majority of participants agree that indonesia has collectivism culture. only four of them disagree with that statement, while one has mixed arguments. there are diverse answers to the question of why they think that indonesia has individualism culture. respondent 1 says that his indonesian co-workers are unwilling to help him with his job and their reason is that they do not trust foreigners. this finding aligns with research by shimoda (2013). according to the research, expatriates are living in a bubble, meaning that they are creating a distance with host nationals, thus are considered as outsiders by the locals (shimoda, 2013). respondent 4 states that indonesian people, 90 journal the winners, vol. 18 no. 2, september 2017: 83-92 especially those who live in big cities such as jakarta, has individualism culture. respondent 9 explains that in his company there is no collectivism culture. meanwhile, respondent 11 states that in his company there are some who prefer to work individually and some who prefer otherwise. hofstede (2011) said that the characteristics of low uncertainty avoidance in the workplace are; (1) dislike of ruleswritten or unwritten, (2) comfort with ambiguity and chaos, (3) lower stress and anxiety level, and (4) having no problem to change jobs. table 4 displays the interview results. table 4 expatriates’ experiences related to low uncertainty avoidance respondents low uncertainty avoidance agree disagree no comment respondent 1 v respondent 2 v respondent 3 v respondent 4 v respondent 5 v respondent 6 v respondent 7 v respondent 8 v respondent 9 v respondent 10 v respondent 11 v respondent 12 v respondent 13 v respondent 14 v respondent 15 v respondent 16 v respondent 17 v respondent 18 v respondent 19 v respondent 20 v respondent 21 v respondent 22 v respondent 23 v respondent 24 v respondent 25 v respondent 26 v total 20 2 4 there are 20 respondents who agree that indonesia has low uncertainty avoidance culture. two respondents disagree with the statement by saying everyone is following the company rules. respondent 7 adds that people in indonesia are better at following rules than people in his country. conclusions based on the research’s results and discussion, it could be concluded that the majority of participants agree indonesia has collectivism and low uncertainty avoidance culture. such findings align with hofstede’s research. indonesia has a high score of 78 on power distance based on hofstede’s research, while in this research, the expatriate’s experiences vary. according to the respondents, high power distance culture in indonesia depends on the organizational culture, education expatriates perceptions …… (damar aji irawan) 91 level of indonesian employee, expatriates’ country of origin, and previous international expatriates assignment experiences. hence, the following framework could be drawn from this research. figure 2 research framework figure 2 indicates that expatriates’ perceptions are influenced by organizational culture, the education level of indonesian colleagues, expatriates’ country of origin, and previous international assignment. moreover, there is a relationship between expatriates’ perceptions and cultural dimensions. hopefully, this framework could be tested using quantitative analysis in the future to supplement this research and deepen the knowledge in the area of 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(2010). avoiding uncertainty in hofstede and globe. journal of international business studies, 41(8), 1294-1315. https://doi.org/10.1057/jibs.2009.96. http://geerthofstede.com/research-and-vsm/dimension-data-matrix/ http://geerthofstede.com/research-and-vsm/dimension-data-matrix/ http://dx.doi.org/10.9707/2307-0919.1014 https://www.geert-hofstede.com/indonesia.html https://www.geert-hofstede.com/indonesia.html https://doi.org/10.1177/0022022110388567 https://doi.org/10.1080/09585192.2013.781523 https://doi.org/10.4324/9780203023167 economic, business, management, and information system journal volume 8, nomor 2, september 2007 issn: 1412 1212 redaktur utama engkos achmad kuncoro, s.e., m.m. dewan redaksi dr. harjanto prabowo, m.m. idris gautama so, se., s.kom., m.m., m.b.a. ersa tri wahyuni, s.e., m.acc. tjia fie tjoe, s.kom., m.m. misbahul munir, ak., m.b.a. parulian sihotang, ak., m.acc., dipres., ph. d rindang widuri, s.kom., m.m. mitra bestari tatang ary gumanti, ph.d. retno tanding suryandari, tomy gurtama soemapradja, s.e., m.m. synthia atas sari, s.ip., m.si. ariefah rachmawati, s.kom., m.m. anderes gui, s.kom., se., m.m. retno dewanti, s.ip., m.m. editor bahasa dan setter dra. endang ernawati, m.lib. titik rahayu s., s.s. holil angga ferdiansyah sekretariat hery h.m., s.kom. lies heliana alamat sekretariat subcenter publikasi ilmiah bidang ekonomi, research and comunnity services center, universitas bina nusantara jl. kemanggisan ilir iii no. 45, kemanggisan/ palmerah, jakarta barat 11480 telp. (021) 5327630 ext. 6129 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subcenter publikasi ilmiah bidang ekonomi universitas bina nusantara economic, business, management, and information system journal volume 8, nomor 2, september 2007 issn: 1412 1212 daftar isi titik aryati; shirin balafif analisis faktor yang mempengaruhi tingkat kesehatan bank dengan regresi logit (analysis of factors influencing health level of bank using logit regression).................................. 111-125 rindang widuri; asteria paramita analisis hubungan peranan budaya perusahaan terhadap penerapan good corporate governance pada pt aneka tambang tbk. (analysis of role of corporate culture in the implementation of good corporate governance on aneka tambang tbk. company)...................................................................................................... 126-138 tjia fie tjoe; haryadi sarjono model rantai markov pangsa pasar operator selular di universitas bina nusantara, jakarta barat (markov chain model of cellular operator market in bina nusantara university, west jakarta)........ 139-154 ariefah rachmawati upaya menjaga akuntabilitas pertukaran data dengan teknologi informasi multiprotocol label switching (the efforts of maintaining accountability of data transfer using multiprotocol label switching system)........................................................................................................................ 155-164 engkos achmad kuncoro analisis pengaruh lingkungan terhadap modal intelektual organisasi (analysis of environment influence on organization intellectual capital)........................................... 165-183 soekarso manajemen: paradigma baru dalam menghadapi perubahan (managament: new paradigm in facing changes)............................................................................... 184-196 retno dewanti; masruroh; doni b. analisis brand equity bina nusantara university di lingkungan smu jakarta (analysis of bina nusantara university brand equity in the high school scope in jakarta).............. 197-213 indeks.................................................................................................................................................. 215-218 isi_1402-0913_r1.fh11 ��������� ���� ������� ��� �� ������ ����������������� ��������� ���� ��� ����� � ��� ��� ����������� ���� � ������� ������� � ������� ������������������� ��! 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microsoft word 06_adang sudjana_bank syariah.doc journal the winners, vol. 4 no. 1, maret 2003: 46-53 46 bank syariah sebagai alternatif adang sudjana1 abstract the principle of not allowing interest practices (riba) has saved the syariah bank and their customers from the effects of monetary crisis. in view of islamic principles, interest is forbidden. therefore, all transactions of syariah banking are based on sale-purchase pattern. besides, all good banking aspects as applied in conventional banking such as, 5 cs (capital, collateral, capacity, character, and condition) are also applied properly in the line of ukhrawi aspects in managing fund of syariah banking. the practice of “mark-up” in project funded by syariah bank seems to be very difficult. keywords: bank, alternative abstrak prinsip untuk tidak memperbolehkan praktik bunga (riba) telah menyelamatkan bank syariah dan nasabahnya dari efek krisis keuangan. dalam pandangan islam, sistem bunga dilarang. oleh karena itu, seluruh transaksi bank syariah berdasarkan pola sale-purchase. selain itu, aspek 5 c (capital, collateral, capacity, character, and condition) yang diterapkan pada bank umum lainnya, juga diterapkan dalam bank syariah. kata kunci: bank, alternatif 1 staf pengajar universitas budi luhur & ubinus, jakarta bank syariah sebagai alternatif (adang sudjana) 47 pendahuluan krisis ekonomi yang melanda perbankan nasional sejak 1997 dan belum berakhir hingga kini, telah membuktikan bahwa sesungguhnya ada alternatif jenis perbankan lain diluar perbankan konvensional yang selama ini dikenal dengan perbankan syariah. jenis perbankan syariah yang dilandasi oleh hukum islam ternyata telah terbukti mampu terbebas dari multidimensi krisis perbankan nasional yang menimpa perekonomian indonesia. artikel ini hanya bermaksud sebagai “introduction to bank syariah” terutama menyangkut aspek penghimpunan dana, penyaluran dana, atau pembiayaannya (yang merupakan profit centre-nya) dan produk jasanya. pembahasan perbedaan antara perbankan syariah dengan perbankan konvensional perbedaan pokok antara bank konvensional dengan bank syariah sebagai berikut. bank konvensional bank syariah 1.akad yang dilakukan hanya memiliki konsekuensi duniawi. 1.akad yang dilakukan memiliki konsekuensi duniawi dan ukhrawi. 2.tidak ada dewan pengawas syariah dalam struktur organisasinya 2.ada dewan pengawas syariah dalam struktur organisasinya. 3.penghasilan utama berasal dari pendapatan bunga. 3.penghasilan utama berasal dari pendapatan atas dasr bagi hasil (mudharabah). sistem bunga (riba) tidak diperkenankan. 4.semua jenis bisnis dan usaha dapat dibiayai. 4.tidak mungkin membiayai usaha yang mengandung hal-hal yang diharamkan. 5.lingkungan kerja dan budaya perusahaan tidak diatur. 5.lingkungan kerja dan budaya perusahaan harus sesuai dengan prinsip syariah. jenis produk pada bank syariah jenis produk pada bank syariah sebagai berikut. i. produk penghimpunan dana produk penghimpunan dana terdiri dari berikut ini. 1. wadiah wadiah adalah simpanan nasabah yang terdiri dari berikut ini. a. yad al amanah, yaitu simpanan yang tidak sering ditarik atau dipakai, seperti safe deposit box. b. yad dhamanah, yaitu simpanan yang sering ditarik, seperti rekening giro. journal the winners, vol. 4 no. 1, maret 2003: 46-53 48 2. mudharabah mudharabah, yaitu akad kerjasama usaha antara dua pihak. pihak pertama (sahibul maal) menyediakan seluruh (100 %) modal sedangkan pihak lainnya menjadi pengelola. keuntungan usaha secara mudharabah dibagi menurut kesepakatan yang tertuang dalam kontrak sedangkan apabila rugi ditanggung pemilik modal selama bukan akibat kelalaian pengelola tetapi apabila kerugian diakibatkan karena kelalaian atau kecurangan pengelola maka pengelola harus bertanggung jawab atas kerugian. pada sisi penghimpunan dana mudharabah diterapkan pada hal berikut. a. tabungan berjangka, yaitu tabungan yang dimaksudkan untuk tujuan khusus seperti tabungan haji, tabungan qurban, dan sebagainya. b. deposito biasa. c. deposito spesial (special investment), yaitu dana yang dititipkan nasabah khusus untuk bisnis tertentu, misalnya murabahah saja atau ijarah saja. atas tabungan dan deposito di atas, bank syariah akan memberikan 'nisbah kepada nasabahnya dalam persentase tertentu. ii. produk penyaluran dana 1. jual beli a. bai’il murabahah murabahah adalah jual beli barang pada harga asal dengan tambahan keuntungan yang disepakati. dalam murabahah, penjual harus memberitahu harga produk yang ia beli dan menentukan suatu tingkat keuntungan sebagai tambahannya. dalam hal itu, bank bertindak sebagai penjual dan nasabah bertindak sebagai pembeli untuk harga inventory baik produksi maupun konsumsi. pertama-tama bank membeli barang yang dipesan nasabah dari pihak lain kemudian dijual kepada nasabah setelah ditambah keuntungan. nasabah kemudian mencicilnya sesuai harga dan jangka waktu yang disepakati. b. bai’as salam bai’as salam berarti pembelian barang yang diserahkan dikemudian hari sementara pembayaran dilakukan dimuka. bai’as salam biasanya deprgunakan pada pembiayaan bagi petani dengan jangka waktu yang relatif pendek yaitu 2-6 bulan. bank bertindak sebagai pembeli dan nasabah sebagai penjual. bank membayar harga yang disepakati diawali kontrak. ketika barang akan dikirim oleh nasabah bank dapat menjualnya kepada pihak lain dengan harga yang lebih tinggi misalnya kepada bulog, pedagang pasar induk, dan grosir. yang dibeli bank adalah barang, seperti padi, jagung, dan cabai, dan bank tidak berniat untuk menjadikan barang-barang tersebut sebagai simpanan atau inventory. secara umum, aplikasi perbankan bai’as salam dapat digambarkan dalam skema berikut ini. bank syariah sebagai alternatif (adang sudjana) 49 gambar 1 skema aplikasi perbankan bai’as salam prinsip yang dipakai adalah jual-beli. c. bai’al istishna bai’al istishna merupakan suatu jenis khusus dari akad bai’as salam. biasanya jenis ini dipergunakan untuk pembiayaan konstruksi dan barang manufaktur jangka pendek. dengan demikian, ketentuan bai’al istishna mengikuti ketentuan dan akad bai’al salam. bank bertindak sebagai pemesan (pembeli) sedang nasabah sebagai penjual (pembuat). kedua belah pihak sepakat atas harga serta sistem pembayaran, apakah dilakukan dimuka, melalui cicilan atau ditanguhkan sampai suatu waktu pada masa yang akan datang. bank dapat menyalurkan dana secara bertahap dengan prisip bai’al istishna. ketika barang akan atau sudah selesai, bank dapat menjual secara cicilan kepada nasabah lain untuk mendapat keuntungan. secara umum, aplikasi perbakan bai’al istishna dapat digambarkan dalam skema berikut ini. gambar 2 skema aplikasi perbakan bai’al istishna journal the winners, vol. 4 no. 1, maret 2003: 46-53 50 2. bagi hasil a. akad al mudharabah mudharabah adalah akad kerja sama usaha antara dua pihak dan pihak pertama (sahibul maal) menyediakan seluruh (100%) modal sedangkan pihak lainnya menjadi pengelola. keuntungan usaha secara mudharabah dibagi menurut kesepakatan yang tertuang dalam kontrak. apabila rugi ditanggung pemilik modal selama bukan akibat kelalaian pengelola tetapi bila kerugian diakibatkan karena kecurangan atau kelalaian pengelola maka pengelola harus bertanggung jawab atas kerugian. pembiayaan mudharabah diterapkan untuk hal berikut. i. pembiayaan modal kerja, seperti modal kerja perdangangan dan jasa. ii. investasi khusus dan sumber dana khusus dengan penyaluran yang khusus dengan syarat-syarat yang telah ditetapkan.sahibul maal. b. akad al-musyarakah al-musyarakah adalah akad kerja sama antara dua pihak atau untuk suatu usaha tertentu yang masing-masing pihak memberikan kontribusi dana (atau amal/expertise) dengan kesepakatan bahwa keuntungan dan risiko akan ditanggung bersama sesuai dengan kesepakatan. akad ini biasanya dipergunakan dalam hal berikut. i. pembiayaan proyek dalam hal ini, nasabah dan bank sama-sama menyediakan dana untuk membiayai proyek tertentu. setelah proyek itu selesai, nasabah mengembalikan dana tersebut bersama bagi hasil yang telah disepakati untuk bank. ii. modal ventura pada bank yang diperbolehkan melakukan investasi dalam kepemilikan perusahaan, musyawarah diterapkan dalam skema modal ventura. penanaman modal dilakukan untuk jangka waktu tertentu dan setelah itu bank melakukan divestasi baik secara singkat maupun bertahap. iii. akad al-ljarah ijarah adalah akad pemindahan hak guna atas barang atau jasa, melalui pembayaran upah sewa, tanpa diikuti dengan pemindahan kepemilikan (ownership/milkiyyah) atas barang itu sendiri. di sini bank bertindak sebagai pemberi sewa dan nasabah sebagai penyewa. pada akhir masa sewa bank dapat menjualnya kepada nasabah (sewa dengan hak opsi). bank islam yang mengoperasikan produk ijarah dapat melakukan leasing, baik operting lease maupun finacial lease. secara umum, aplikasi perbankan al-ljarah dapat digambarkan dalam skema berikut ini. bank syariah sebagai alternatif (adang sudjana) 51 gambar 3 skema aplikasi perbankan al-ljarah iii. produk jasa produk jasa pada bank syariah terdiri dari sebagai berikut. 1. al –wakalah al-wakalah adalah penyerahan, pendelegasian, atau pemberian mandat atau kekuasaan oleh seseorang kepada yang lain dalam hal yang diwakilkan. di sini, bank berfungsi sebagai wakil nasabah. prinsip al-wakalah biasanya digunakan sebagai berikut. a. sebagai dasar bisnis kiriman uang dalam perbankan. b. sebagai dasr bisnis kliring dalan perbankan. c. sebagai dasar bisnis inkaso (l/c) dalam perbankan, yaitu suatu pengiriman surat/dokumen berharga untuk ditagihkan pembayarannya kepada pihak yang menerbitkan atau yang ditentukan (tertarik) dalam surat/dokumen berharga tersebut. sebagai imbalan atas kegiatannya bank syariah mendapat fee (umulah). 2. al-kafalah al-kafalah merupakan jaminan yang diberikan oleh penanggung (kafil) kepada pihak ketiga untuk memenuhi kewajiban pihak kedua atau yang ditanggung. dalam pengertian lain, kafalah juga berarti mengalihkan tanggung jawab seseorang yang dijamin dengan berpegang pada tanggung jawab orang lain sebagai penjamin. bank sebagai pemjamin dan nasabah sebagai pihak yang dijamin. prisip al-kafalah biasanya digunakan dalam garasi bank, yaitu pemberian janji bank kepada pihak lain untuk jangka waktu tertentu, jumlah tertentu, dan keperluan tertentu bahwa bank akan membayar kewajiban nasabah yang diberi garansi bank journal the winners, vol. 4 no. 1, maret 2003: 46-53 52 kepada pihak lain tersebut apabila nasabah yang bersangkutan cidera janji (wan prestasi). garansi yang diberikan dapat berupa garansi atau standby l/c. 3. al-hawalah al-hawalah adalah pengalihan hutang dari orang yang berhutang kepada orang lain yang wajib menanggungnya. bank bertindak sebagai penerima pengalihan piutang dan nasabah sebagai pihak yang mengalihkan piutang. kontrak hawalah dalam perbankan biasanya diterapkan pada hal berikut. a. factoring atau anjak piutang, yaitu para nasabah yang memiliki piutang kepada pihak ketiga memindahkan piutang itu kepada bank. bank lalu membayar piutang tersebut dan bank menagihnya dari pihak ketiga itu. b. post-dated check, yaitu bank bertindak sebagai juru tagih tanpa membayarkan dulu piutang tersebut. c. bill discounting. secara prinsip, bill discounting serupa dengan hawalah. hanya dalam bill discounting nasabah harus membayar fee, sementara pembahasan fee tidak didapati dalam kontrak hawalah.. sebagai imbalan atas kegiatannya, bank syariah mendapat fee (umulah). 4. ar-rahn ar-rahn adalah menahan salah satu harta milik peminjam sebagai jaminan atas pinjaman yang diterimanya. barang yang ditahan tersebut memiliki nilai ekonomis. dengan demikian, pihak yang menahan memperoleh jaminan untuk dapat mengambil kembali seluruh atau sebagian piutangnya. secara sederhana dapat dijelaskan bahwa rahn adalah semacam jaminan hutang atau gadai. kontrak rahn dipakai dalam perbankan dalam dua hal sebagai berikut. a. sebagai prisip rahn dipakai dalam prinsip artinya sebagai akad tambahan terhadap produk lain seperti dalam pembiayaan bai’al murabaha. bank dapat menahan barang nasabah sabagai konsekuensi akad tersebut. b. sebagai produk. sebagai produk rahn adalah gadai. bedanya dengan pengadaian biasa, dalam rahn nasabah tidak dkenakan bunga tetap. yang dipungut dari nasabah adalah biaya penitipan, pemeliharaan, penjagaan, serta penaksiran. perbedaan utama antara biaya rahn dan bunga pengadaian adalah pada bunga pegadaian biasa, sifat bunganya dapat berakumulasi dan berlipat ganda, sementara biaya rahn hanya sekali dan ditetapkan dimuka. 5. al-qardh al-qardh adalah pemberian harta kepada orang lain yang dapat ditagih atau diminta kembali. akadnya adalah akad saling bantu membantu dan bukan transaksi komersil. jika nasabah yang dibantu bank rugi karena musibah, bank syariah dapat membebaskannya pinjaman nasabah tersebut. akad qardh biasanya diterapkan sebagai berikut. a. sebagai produk pelengkap kepada nasabah yang telah terbukti loyalitas dan bonafiditasnya yang membutuhkan dana talangan segera untuk masa yang relatif pendek. nasabah tersebut akan mengembalikan secepatnya sejumlah uang yang dipinjamnya itu. b. sebagai fasilitas nasabah yang memerlukan dan cepat sedangkan ia tidak dapat menarik dananya karena misalnya, tersimpan dalam bentuk deposito. bank syariah sebagai alternatif (adang sudjana) 53 c. sebagai produk untuk menyumbang usaha yang sangat kecil atau membantu sektor sosial. guna pemenuhan skema khusus itu telah dikenal suatu produk khusus, yaitu qardhul hasan. penutup simpulan baik produk penghimpunan dana, penyaluran dana, maupun produk jasa bank syariah pada dasarnya didasarkan atas satu prinsip yang sangat mendasar dibandingkan dengan bank konvensional, yaitu tidak diperkenankannya bunga (riba). prinsip itulah yang telah menyelamatkan bank syariah dan nasabahnya dari imbas krisis moneter yang terjadi. bunga diharamkan. oleh karena itu, semua transaksi perbankan bank syariah didasarkan atas pola jual–beli atau perdagangan. di samping itu, semua aspek perbankan yang baik sebagai mana terdapat pada pengelolaan perbankan konvensional seperti prinsip 5 c (capital, collateral, capacity, character, and condition) dijalankan dengan sebaik-baiknya mengingat ada aspek ukhrawi dalam pengelolaan dana perbankan syariah praktek “mark – up” atas suatu pembiayaan proyek rasanya akan sangat sulit terdapat pada bank syariah. daftar pustaka antonio, muhammad syafii. 1999. bank syariah, wacana ulama, dan cendekiawan. penerbit tazkia institut. 20 oktober 1999. isi_vol.12 no.2 september 2011.fh11 ��������� ���� ������� ��� �� ������ ����������������� �������� ����������������������� ��� � �� �� � ��������������� !��"#�$����������������� ��� ������� � ��!��%!���!�!$�� & $�' �( �� ����� ��� � ����)!��!�!���$�� & $�� #�� $�' ' $�' � * %+�!�,���%+��$�� #�� $�' ' %����)���!�!�����!��! +!$�� & $�' ' ��������-!���$�� �. $�' �� )!�����������!���$�� & $�*�$�' �����/*(( 0 "!��! ���!� +���$�� % $�' ' �� ���!1��� �!�����$�' ' "!���-��.�!��-�$�� & $�' ' ���� ����� �� .��2 ��� 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.��3!��1�.����!�!��a�����!�����(�!��������������������1! !��.���������!�!�!1��!�� !���!��!���!����1! !��a�����!�����!3� �2����������������� !�� �� �������!��� ��"���������!����6��� � ������� ���#����! ��� ���5������� � ��������� ��� !�� ��������!��� ��� ���'���������������������������������������������������=� �>9 � � �� )�� ")��'�!��$ �� �� )�� � �������'����$$ �.����� �' ������ ���)���) )���'����� ���� �� � a��������*-!�������!� ���1!���������������%�-!� ���1�������2�"!�!��7�3���������!��!�������������>; ��: �� � �(�� ��+�+� ��-���2�-!���.��2���!�(��-��1��!�!�(� ��(����a!� �*���������? a!������ ��!��7.)��4!�!��!����������������������������������������������������������������������������������������� ��� ����� ��������: ��; microsoft word 02_sri hutomo_firm specific.doc keterbukaan informasi mengenai perlindungan konsumen… (sri hutomo) 11 keterbukaan informasi mengenai perlindungan konsumen merupakan informasi yang memiliki firm specific sri hutomo1 abstract article presents information on consumer protection by showing e.m. jackson cases versus nestle on product liability and breaking the law. the justice decision, foreign naturaldoctrine reasonable expectation test, and strict liablility. keywords: firm specific information, consumer protection abstrak artikel memaparkan kasus perselisihan e.m. jackson dengan nestle tentang pelanggaran hukum dan kelayakan produk. penjelasan meliputi uraian putusan pengadilan, isi gugatan, foreign naturaldoctrine, reasonable expectation test, dan strict liability. kata kunci: informasi firm specific, perlindungan konsumen 1 staf pengajar universitas mpu tantular & ubinus, jakarta journal the winners, vol. 3 no. 1, maret 2002: 11-18 12 pendahuluan pada bulan mei 1998, e.m. jackson membeli permen katydids (permen yang dilapisi karamel, coklat, dan kenari) produksi nestle. sewaktu menggigit permen tersebut, giginya patah. atas peristiwa tersebut, e.m. jackson mengajukan gugatan ke pengadilan berdasarkan alasan pelanggaran hukum (tuduhan i) dan strick liability/product liability, yaitu tanggung jawab atas keselamatan dan keamanan produk (tuduhan ii). di pengadilan, terjadi adu argumentasi mengenai tanggung jawab produsen khususnya yang berkaitan dengan doktrin foreign natural. doktrin itu menekankan pada perkiraan masuknya benda asing ke dalam campuran adonan secara alami dengan doktrin tes reasonable expectation terhadap pengetahuan konsumen berlandaskan perkiraan yang masuk akal mereka. gugatan konsumen terhadap produsen atau sengketa antara produsen dengan konsumen dapat terjadi karena berkaitan dengan asas tanggung jawab produsen. di samping itu, hampir di semua telah mempunyai uu tentang perlindungan konsumen bahkan di indonesia tanggung jawab produsen pangan juga diatur dalam uu tentang pangan. karena sengketa itu berpengaruh terhadap citra perusahaan, harga saham maupun pasar modal, peneliti menganalisis seberapa jauh uu no. 8 tahun 1995 tentang pasar modal yang mengatur kewajiban perusahaan publik, emiten menyampaikan informasi mengenai perlindungan konsumen, atau informasi yang memiliki firm specific harus disampaikan kepada calon maupun pemegang saham. bagi perusahaan publik, keterbukaan informasi yang bersifat umum dan khusus menjadi unsur penting yang harus dilakukan. informasi yang akurat diperlukan bagi investor sebelum melakukan investasi. semakin jelas informasi perusahaan seperti perlindungan konsumen, keinginan investor untuk berinvestasi semakin tinggi. hal itu berkaitan dengan keterbukaan informasi tersebut akan membentuk suatu penilaian terhadap investasi sehingga investor dapat menentukan pilihan secara optimal terhadap portofolio perusahaan yang bersangkutan. sebagai bahan analisis, digunakan contoh kasus e. m. jackson melawan nestle beich (putusan ma illinois no.71794 tanggal 12 maret 1992) yang dikaitkan dengan ketentuan uu no. 7 tahun 1996 tentang pangan. uu no. 8 tahun 1999 tentang perlindungan konsumen dan uu no. 8 tahun 1995 tentang pasar modal. pembahasan kasus elise m. jackson melawan nestle-beich (putusan ma illinois nomor 71794 tanggal 12 maret 1992 penggugat (e. m. jackson) menduga giginya patah karena menggigit permen coklat berlapis karamel produksi nestle. dia mengajukan tuntutan kepada perusahaan tersebut berdasarkan alasan pelanggaran hukum dan product liability (tanggung jawab produsen atas keselamatan dan keamanan produk). pengadilan keliling di madison country, lola p. maddox j. memberikan pengajuan mosi tergugat untuk putusan sumir dan penggugat menggunakan banding. peradilan banding dari diskrict kelima 212 ii app, 3 third 296, 155 iii. dec. 508, 569 n. e.2d 1119 mengumumkan kembali banding dari nestle. hakim freeman dari ma menyatakan keterbukaan informasi mengenai perlindungan konsumen… (sri hutomo) 13 bahwa tes reasonable expectation lebih baik daripada doktrin foreign naturalyang akan dipakai untuk menentukan tanggung jawab penjual produk makanan atas kerugian yang disebabkan oleh bahan ramuan dalam makanan. hal tersebut juga didukung oleh hakim heiple. berikut ini ringkasan keputusan pengadilan. 1. makanan tanggung jawab food procesors dan pabrikan didekati dengan teori reasonable expectation (perkiraan yang masuk akal), yaitu zat asing yang masuk diuji tanpa memperhatikan apakah subtansi zat dalam produk makanan masuk secara alami untuk menjadi bahan campuran makanan tersebut. tanggung jawab muncul karena ada keraguan yang disebabkan oleh substansi dan konsumen produk tersebut tidak akan berharap secara masuk akal untuk dapat menemukan zat dalam produk. oleh karena itu, doktrin foreign naturalmengenai masuknya barang asing secara alami tidak diberlakukan. 2. product liability state of art bukan pembelaan yang mensyaratkan adanya unsur kesalahan product liability. 3. product liability teori strict liability dimasukkan untuk dipakai pada sebuah produk yang berada pada jalur perdagangan dengan tidak memperhatikan apakah produk tersebut telah melalui proses yang benar atau tidak. 4. makanan sebatang coklat yang dibalut dengan permen karamel tidak patut untuk dimasukkan ke dalam kelompok produk yang tidak aman bagi penggunanya. oleh karena itu, tidak masuk dalam pengertian strict liability (tanggung jawab hukum tanpa kesalahan) karena pemberian gula pada produk tersebut kurang manfaat sosialnya kecuali dibebaskan dari tanggung jawab hukum. 5. makanan pembuat coklat yang dibalut dengan karamel, diberi pemanis dan kenari, berada dalam posisi yang dua kali lebih baik dibandingkan konsumen untuk mengidentifikasikan risiko yang timbul dari penambahan gula. karena itu, si pembuat tidak akan dibebaskan. fakta bahwa buah kenari dibungkus oleh kulit yang keras belum diketahui secara umum. proses makanan yang mengandung kulit kenari memerlukan pengetahuan dalam memisahkan unsur-unsur. 6. makanan si pembuat coklat tersebut tidak dapat lari dari strict liability dengan membuktikan bahwa ia bebas dari kesalahan. 7. product liability journal the winners, vol. 3 no. 1, maret 2002: 11-18 14 menurut tes reasonable expectation yang berkaitan dengan strict liability, pembuat makanan tersebut dapat mencantumkan peringatan mengenai produk mereka bila mengandung unsur-unsur yang mungkin menimbulkan kerugian/kecelakaan. hal itu berguna untuk menghindari tanggung jawab kerugian yang disebabkan oleh produknya. 8. makanan meskipun coklat tersebut aman, tetap saja dikenakan strict liability karena tidak mencantumkan tanda peringatan mengenai risiko yang mungkin terjadi. pada bulan mei 1998, jackson membeli permen katydids, yaitu permen yang dilapisi karamel coklat dan kenari buatan pabrik nestle. sewaktu menggigit permen itu, giginya patah. ternyata, pada permen tersebut terdapat kulit kenari. akibatnya jackson mengajukan gugatan terhadap nestle berdasarkan alasan pelanggaran hukum (tuduhan i) dan strict liability/product liability, yaitu tanggung jawab produk atas keselamatan dan keamanan produk (tuduhan ii). berdasarkan tuduhan i tersebut, nestle mengajukan usulan doktrin mengenai foreign natural, yaitu jika ada suatu unsur asing masuk dalam pembuatan produk makanan, hal tersebut terjadi secara alami masuk dalam campuran dari produk itu. dengan demikian, tidak ada tanggung jawab atas kerugian yang disebabkan oleh bercampurnya unsur asing dalam campuran tersebut sedangkan si pembuat bertanggung jawab atas kecelakaan akibat campuran tersebut. pengadilan menyimpulkan bahwa hukum yang berlaku di illinois, yakni suatu produk makanan dibuat bukan untuk tujuan tidak sehat dengan alasan memasukkan suatu substansi zat asing ke dalam campuran produk. sebaliknya, pengadilan banding memberikan mosi yang berlawanan dengan hal tersebut setelah melakukan tes reasonable expectation dihadapkan dengan doktrin foreign naturalyang berlaku pada yuridiksi tertentu. perkiraan yang masuk akal atau reasonable expectation menyatakan bahwa tanpa menguraikan apakah suatu zat dalam suatu produk makanan masuk secara alami dalam campuran makanan tersebut, tetap ada tanggung jawab atas terjadinya kerugian yang disebabkan masuknya zat yang tidak diharpkan oleh konsumen. lagipula, konsumen tidak mudah menemukan zat tersebut dalam produk. pengadilan banding menyimpulkan bahwa doktrin masuknya barang asing secara alami atau foreign natural semula timbul dalam perkara adonan dan hal ini diterima. pengadilan menentukan bahwa doktrin tersebut didasarkan pada asumsi kesalahan/kerusakan yang diketahui konsumen karena dalam persiapan produk makanan akan atau dapat memuat campuran apa pun secara alami. pada hakikatnya, pengadilan menyatakan bahwa campuran produk makanan yang secara mutlak merupakan objek yang ditemukan kembali hanyalah satu faktor yang dipertimbangkan secara hukum. apakah tergolong pelanggaran suatu ketentuan atau membuat produk menjadi berbahaya secara tidak masuk akal. hakim freeman setuju dengan kesimpulan dari pengadilan banding yang menyatakan bahwa doktrin zat asing secara alami tidak dikenal dan harus ditinggalkan. dalam pemeriksaan, pengadilan banding melakukan tes reasonable expectation dan meyampingkan doktrin foreign natural. tes reasonable expectation didasarkan pada pengetahuan konsumen dan perkiraan yang masuk akal. doktrin foreign natural menekankan pada perkiraan masuknya benda asing ke dalam campuran adonan secara alami. nestle menginginkan agar pengujian berdasarkan doktrin tersebut. hal itu ditolak oleh hakim pengadilan keterbukaan informasi mengenai perlindungan konsumen… (sri hutomo) 15 banding karena produsen makanan tetap dikenakan tanggung jawab atas keamanan makanan yang dijualnya. konsumen mustahil untuk mengeluarkan unsur atau zat yang diperkirakan dapat menimbulkan bahaya/kecelakaan. situasi itu dikenal dengan istilah strict liability. pengadilan berpendapat bahwa campuran produk makanan yang terjadi secara alami dan menimbulkan kecelakaan, tidak secara mutlak merupakan objek yang dapat ditemukan kembali (terlebih lagi oleh konsumen). hal tersebut hanya merupakan satu factor yang dipertimbangkan dalam menentukan apakah keberadaan campuran secara hukum merupakan pelanggaran atau membuat produk menjadi berbahaya. argumentasi nestle dalam mengajukan banding atas putusan pengadilan banding, keputusan tersebut telah menciptakan strict liability dalam praktik. pengadilan gagal untuk mengubah pengujian yang bersifat umum guna mengubah keberadaan pelanggar hukum atas produk makanan berhadapan dengan unsur asing dalam makanan atau kondisi yang menyebabkan penyakit, kerusakan, pembusukan, dan keracunan. nestle beralasan bahwa campuran yang secara alami menimbulkan kerugian bukan merupakan objek yang ditemukan dan keberadaannya semata-mata hanya pelanggaran hukum. pernyataan nestle membingungkan karena bila pengadilan banding gagal mengubah tes pelanggaran hukum produk makanan sebagai suatu keputusan pengadilan (yang lugu), berarti pegadilan itu tidak melakukan perpindahan sistem pengujian sekaligus tidak mendapatkan objek yang seharusnya ditemukan. hal itu menimbulkan pertanyaan kepada nestle bagaimana hal tersebut dapat terjadi kecuali jika keputusan pengadilan banding secara efektif mengubah tes tersebut. sebagai tambahan, tes tersebut sebagaimana dinyatakan dalam praktik dan hukum di illionis, sama sekali tidak ada kesempatan bagi nestle untuk menetapkan goodwin. meskipun tidak secara tersurat, ternyata keputusan pengadilan banding secara efektif telah melakukan tes yang sama baik mengenai tuntutan pelanggaran hukum dan strict product liability dalam kasus makana sebagaimana dimintakan oleh nestle. tes itu adalah perkiraan konsumen yang masuk akal mengenai campuran yang ada dalam produk makanan tersebut tetapi nestle mengajukan argumentasi yang tidak logis, yakni peradilan banding tidak dapat melakukan hal tersebut. oleh karena itu, argumentasi semacam itu sia-sia bagi nestle. akhirnya, pengadilan banding memberi jawaban jika kecelakaan atau kerugian disebabkan oleh keberadaan zat asing di dalam suatu makanan, pabrikan tunduk pada ketentuan strict liability. sebaliknya, pabrik atau pembuat mungkin hanya bertanggung jawab jika keberadaan zat tersebut diakibatkan kelalaian/kecerobohan. nestle gagal menjawab opini pengadilan banding yang mengadopsi tes reasonable expectation sebagai cara yang mengaktifkan kedua tuntutan mengenai pelanggaran hukum dan strict liability dalam kasus makanan. keputusan pengadilan banding emperlakukan pabrik nestle secara berbeda daripada pabrik produk lainnya. inti argumentasi nestle atas banding, yaitu harus mengadopsi doktrin tersebut sesuai cara lousiana. jika kecelakaan disebabkan oleh zat asing dalam suatu produk makanan, pabrik tunduk pada ketentuan strict liability. sebaliknya, jika zat yang menyebabkan kecelakaan terjadi secara alami pada produk atau campurannya, pabrik mungkin hanya bertanggung jawab pada keberadaan zat yang diakibatkan dari kesalahan dalam pembuatan produk. journal the winners, vol. 3 no. 1, maret 2002: 11-18 16 nestle harus mengadopsi hal tersebut untuk menggunakan tes perkiraan masuk akal (reasonable expectation). sependapat dengan jackson termohon banding), cara lousiana terlalu teliti untuk menggagalkan dan menghilangkan doktrin mengenai caveal emplor (surat protes yang tidak ada isinya). terlebih lagi, hal itu berlawanan atas tuntutan nestle dalam argumentasinya untuk mengadopsi pendekatan lousiana. keputusan pengadilan banding dalam kasus yang sedang terjadi bukan merupakan kejadian pertama untuk diberlakukan pada saat ini. secara strict liability, keinginan nestle melakukan pembuktian tidak dapat disetujui sebagaimana yang dilakukan di louisiana. hal itu bertentangan dengan argumen dari nestle bahwa strict liability lebih efektif. menurut hakim, seharusnya perusahaan dapat mengambil langkah sederhana dan relatif tidak mahal agar produk mereka menjadi aman. secara khusus, mereka dapat menempatkan suatu peringatan yang memadai kepada konsumen mengenai kandungan yang ada pada produknya. hal itu lebih mudah daripada mencegah pabrikan induk produk tersebut tunduk pada strict liability. dalam hal ini, katydids patut diklasifikasikan sebagai produk yang tidak dapat terhindar dari ketidakamanan. dengan menunjuk pada ketentuan strict liability, terlihat bahwa tidak adanya pengaturan yang menyatakan risiko yang tidak dapat dihindari. dengan demikian, alasan tersebut menguatkan putusan pengadilan banding. dengan tes reasonable expectation, secara otomatis doktrin foreign natural pun sudah dilakukan. hal itu terjadi karena kulit buah kenari tidak boleh masuk ke dalam adonan menurut ketentuan yang berlaku. kejadian itu merupakan kecerobohan dan bukan suatu hal yang bersifat natural. hakim heiple menolak doktrin foreign natural dalam pernyataannya, ia menyatakan bahwa penjual makanan menurut doktrin foreign natural tidak bertanggung jawab atas kecelakaan karena masuknya zat asing yang tidak dikeluarkan tetapi tercampur secara alami ke dalam campuran misalnya kulit biji-bijian, bji buahbuahan, tulang ikan, dan sebagainya. penjual makanan hanya bertanggung jawab pada objek asing yang masuk ke dalam campuran makanan seperti pecahan gelas atau kepingan logam. bila menggunakan tes reasonable expectation, penjual produk makanan bertanggung jawab atas kerugian yang disebabkan oleh unsur makanan yang ada dalam makanan. apakah unsur tersebut termasuk unsur alami atau zat asing yang mungkin dapat ditemukan oleh konsumen. tes reasonable expectation memberikan bantuan pada doktrin foreign natural. secara nalar, tidak ada tanggung jawab bila kulit biji kenari itu ditemukan. lebih jauh lagi, keputusan pengadilan mengakibatkan kurangnya kepercayaan pada produk nestle yang lain. di samping itu, memberi tanggung jawab yang sama kepada penjual makanan lainnya. ketentuan pengaturan mengenai perlindungan konsumen dan tanggung jawab industri pangan 1. uu no. 7 tahun 1996 tentang pangan dalam uu ini, ketentuan yang mengatur perlindungan konsumen dan tanggung jawab industri pangan diatur dalam pasal 20, 21, 41, dan 51. dalam ketentuan tersebut, telah diatur bahwa setiap orang yang memproduksi pangan untuk diperdagangkan wajib menyelenggarakan sistem jaminan mutu sesuai dengan jenis pangan yang diproduksi. setiap orang dilarang mengedarkan pangan yang mengandung bahan beracun, berbahaya, atau yang dapat merugikan jiwa manusia. keterbukaan informasi mengenai perlindungan konsumen… (sri hutomo) 17 badan usaha yang memproduksi pangan olahan untuk diedarkan bertanggung jawab terhadap jalannya usaha tersebut, keamanan pangan yang diproduksinya, dan kesehatan orang lain yang mengonsumsi pangan tersebut. bila seseorang atau ahli warisnya meninggal karena mengonsumsi pangan olahan yang diedarkan, berhak mengajukan gugatan ganti rugi terhadap badan usaha atau orang per seorangan dalam badan usaha tersebut. di samping itu, masyarakat diberi kewenangan oleh uu tersebut untuk berperan seluas-luasnya dalam mewujudkan perlindungan bagi orang per seorangan yang mengonsumsi pangan sesuai uu pangan dan peraturan lain yang berlaku. 2. uu no. 8 tahun 1999 tentang perlindungan konsumen dalam uu ini, ketentuan yang mengatur perlindungan konsumen dan tanggung jawab industri pangan diatur dalam pasal 4, 7, 8, 19, 45, dan 46. dalam ketentuan tersebut, konsumen mempunyai hak atas kenyamanan, keamanan, dan keselamatan dalam mengonsumsi barang dan jasa. untuk itu, pelaku usaha wajib menjamin mutu barang atau jasa yang diproduksi dan diperdagangkan berdasarkan ketentuan standar mutu barang dan jasa yang berlaku dan wajib memberi kompensasi, ganti rugi atau penggantian atas kerugian akibat penggunaan, pemakaian, dan pemanfaatan barang serta jasa yang diperdagangkan di bawah standar mutu. oleh karena itu, pelaku usaha dilarang memproduksi atau memperdagangkan barang dan jasa yang tidak sesuai dengan janji yang dinyatakan dalam label, etiket, keterangan, iklan atau promosi. selain itu, pelaku usaha bertanggung jawab memberikan ganti rugi atas kerusakan, pencemaran, dan kerugian konsumen akibat mengonsumsi barang dan jasa yang dihasilkan atau diperdagangkan. setiap konsumen yang dirugikan dapat menggugat pelaku usaha melalui lembaga yang bertugas menyelesaikan sengketa antara konsumen dan pelaku usaha atau melalui peradilan yang berada di lingkungan peradilan umum. gugatan tersebut dapat dilakukan oleh pihak berikut. a. seorang konsumen yang dirugikan atau ahli waris yang bersangkutan. b. sekelompok konsumen yang mempunyai kepentingan yang sama. c. lembaga perlindungan konsumen swadaya masyarakat yang memenuhi syarat seperti badan hukum atau yayasan. anggaran dasar lembaga itu harus menyebutkan dengan tegas bahwa tujuan didirikannya organisasi tersebut untuk kepentingan perlindungan konsumen dan telah melaksanakan kegiatan sesuai dengan anggaran dasarnya. d. pemerintah dan instansi terkait bila barang atau jasa yang dikonsumsi mengakibatkan kerugian materi yang besar atau korban yang tidak sedikit. 3. uu no. 8 tahun 1995 tentang pasar modal uu ini belum mengatur kewajiban perusahaan publik atau emiten dalam meyampaikan keterbukaan atas informasi yang memiliki firm specific seperti perlindungan lingkuan hidup, tenaga kerja, dan konsumen. padahal, kewajiban menyampaikan fakta material yang meliputi informasi mengenai keterbukaan tentang perlindungan lingkungan, hak perlindungan tenaga kerja, dan perlindungan konsumen merupakan unsur penting sebagai dasar pertimbangan seorang investor nasional untuk berinvestasi atau tidak. journal the winners, vol. 3 no. 1, maret 2002: 11-18 18 menurut uu no. 8 tahun 1995, kewajiban memberikan informasi masih terbatas cakupannya. hal itu terjadi karena informasi atau fakta material hanya berupa informasi atau fakta penting dan relevan mengenai peristiwa, kejadian, atau fakta yang dapat mempengaruhi harga efek pada bursa efek dan keputusan pemodal, calon pemodal, atau pihak lain yang berkepentingan atas informasi tersebut. bahkan menurut uu itu pula, pengertian prinsip keterbukaan adalah pedoman umum yang memasyarakatkan emiten, perusahaan publik, dan pihak lain yang tunduk pada uu no. 8 tahun 1995 untuk menginformasikan kepada masyarakat dalam waktu yang tepat seluruh informasi material mengenai usaha atau efek yang berpengaruh terhadap keputusan pemodal. pihak yang bertanggung jawab atas informasi yang tidak benar atau menyesatkan adalah yang menandatangani pernyataan pendaftaran, direktur dan komisaris emiten pada waktu pernyataan pendaftaran, serta penjamin pelaksana emisi efek. di lain pihak, profesi penunjang pasar modal atau pihak lain yang memberikan pendapat atau keterangan dan atas persetujuannya dimuat dalam pernyataan pendaftaran, hanya bertanggung jawab atas pendapat atau keterangan yang diberikannya. penutup simpulan uu tentang pasar modal belum mengatur keterbukaan informasi yang memiliki firm specific seperti perlindungan lingkungan hidup, ketenagakerjaan, dan perlindungan konsumen. saat ini, informasi tersebut sangat penting artinya bagi calon investor untuk menentukan sikap dalam berinvestasi. di lain pihak, telah ada uu ketenagakerjaan, lingkungan hidup, maupun perlindungan konsumen. pelanggaran terhadap uu tersebut dapat diancam sanksi perdata maupun pidana yang berakibat naik turunnya citra perusahaan. bahkan, mungkin juga berakibat bangkrutnya perusahaan yang dapat mempengaruhi harga saham maupun pasar modal. daftar pustaka nasution, bismar. 2001. “pentingnya keterbukaan untuk pengelolaan perusahaan yang baik dalam undang-undang pasar modal.” jurnal hukum bisnis yayasan pengembangan hukum bisnis. vol. 14. jakarta. putusan mahkamah agung illinois nomor 71794. tanggal 12 maret 1992. undang-undang nomor 8 tahun 1995 tentang pasar modal. undang-undang nomor 7 tahun 1996 tentang pangan. undang-undang nomor 8 tahun 1999 tentang perlindungan konsumen. microsoft word 07_m.takdir m._realokasi pegawai.doc realokasi pegawai sebagai salah satu upaya… (m. takdir mulyadi) 55 realokasi pegawai sebagai salah satu upaya pengembangan karier m. takdir mulyadi1 abstract article clarifies a procedure of staff reallocation with a case study at the agency of agricultural research and dvelopment. it present the idea of reallocation, problems, objectives, methodology, the present staff condition concerning staff composition, research policy, goal target, and its constraints as well as policy and activies to solve them. keywords: staff reallocation, staff development program abstrak artikel memaparkan prosedur realokasi pegawai dengan studi kasus pada pegawai badan penelitian dan pengembangan pertanian. dalam artikel ini dijelaskan tentang realokasi, masalah, tujuan penelitian, metodologi, kondisi pegawai saat ini berkaitan dengan komposisi staf, kebijakan penelitian, sasaran, dan pemecahan masalah. kata kunci: realokasi pegawai, pengembangan karir 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 2 no. 1, maret 2001: 55-65 56 pendahuluan latar belakang badan penelitian dan pengembangan (badan litbang) pertanian mempunyai mandat mengembangkan ilmu pengetahuan dan teknologi (iptek) yang diperlukan untuk pembangunan pertanian melalui program penelitian pertanian. penelitian pertanian merupakan bagian integral dari pembangunan nasional dan berperan menyediakan landasan iptek yang mampu memberikan umpan ke depan bagi pembangunan pertanian dalam arti luas. badan litbang pertanian dibentuk tahun 1974 melalui keputusan presiden republik indonesia no.44 tahun 1974 tentang pokok organisasi departemen pertanian dan keppres nomor: 45/1974 tentang susunan organisasi departemen pertanian. untuk mengimbangi dinamika pembangunan, oganisasi departemen pertanian dan badan litbang pertanian telah beberapa kali mengalami penyempurnaan dan terakhir ditetapkan dengan keppres nomor 355/m tahun 1999 yang ditindaklanjuti dengan keputusan menteri pertanian nomor: 1016/kpts/ot.210/12/98. pusat penelitian sosial ekonomi pertanian (pse) memiliki 11 balai pengkajian teknologi pertanian (bppt) dan 6 loka pengkajian teknologi informasi (lppt). hal itu tertuang dalam serat keputusan menteri pertanian no.798/kpts/ot.210/12/94 tanggal 13 desember 1994 tentang organisasi dan tata kerja balai pengkajian teknologi pertanian dan loka pengkajian teknologi pertanian (bptp/lptp). bptp/lptp merupakan unit pelaksana teknis (upt) badan litbang pertanian yang mempunyai kedudukan sangat strategis karena ujung tombak badan litbang yang secara langsung berhubungan dengan user (petani) pengguna teknologi yang diahasilkan badan litbang pertanian. menyongsong era perdagangan bebas nanti, badan litbang pertanian mempunyai tugas yang sangat strategis. teknologi yang dihasilkan harus mampu mendukung persaingan dalam era globalisasi perdagangan. disadari sumber daya manusia (sdm) memegang peranan sangat penting dan merupakan salah satu kesusesan badan litbang pertanian. oleh karena itu, perlu strategi dalam pengelolaan aset, khususnya sdm badan litbang pertanian. penguasaan informasi teknologi merupakan keharusan agar lembaga penelian menghasilkan inovasi teknologi yang bersifat terobosan dan menghasilkan produk yang berdaya saing tinggi sesuai dengan kebutuhan konsumen yang senantiasa berubah. dalam hal ini, peran serta sdm (sumber daya manusia) yang andal sangat diperlukan. pembinaan dan pengembangan sumber daya manusia merupakan keharusan untuk dilaksanakan agar semakin tanggap terhadap permintaan teknologi yang diperlukan dalam pembangunan pertanian. oleh karena itu, pembinaan karier pegawai perlu mendapat perhatian agar setiap pegawai mempunyai keahlian dalam bidangnya saat dikembangkan melalui jabatan fungsional. meskipun ada keterbatasan dalam hal peneliti dan pembatasan penerimaan pegawai baru, pemindahan (realokasi) tenaga ke bptpt/lptp tetap masih diperlukan kesinambungannya. mengingat masih belum seimbangnya penyebaran tenaga di setiap bptp/lptp lebih baik dari jumlah disiplin ilmunya. realokasi pegawai sebagai salah satu upaya… (m. takdir mulyadi) 57 masalah pokok berkaitan dengan visi badan litbang pertanian, yaitu sebagai lembaga penelitian, pengkajian, dan pengembangan pertanian yang proaktif dan partisipatif mampu menemukan dan merekayasa paket teknologi dan kerja sama sektor pertanian yang komprehensif pada masa mendatang dapat diidentifikasikan beberapa masalah pokok, yaitu belum optimalnya pelaksanaan tugas dan fungsi bptp/lptp. hal itu disebabkan beberapa hal sebagai berikut. 1. sarana dan prasarana yang kurang memadai. 2. rendahnya jumlah tenaga yang berdisiplin ilmu sosial ekonomi. 3. rendahnya pemahaman terhadap peraturan dan kebijakan yang berkaitan dengan 3 m. dari ketiga penyebab masalah pokok di atas yang mendapat prioritas dalam pemecahannya adalah rendahmya jumlah tenaga yang disiplin ilmu sosial ekonomi pertanian pada bptp/lptp. metode pengumpulan data 1. data sekunder a. studi kepustakaan b. penelusuran dokumen/laporan 2. data primer a. pengalaman kerja penulis di badan litbang pertanian b. hasil konsultasi lingkup bahasan dan pengertian dalam rangka pencapaian visi dan misi badan litbang pertanian di masa yang akan datang dapat diidentifikasikan permasalahan umum yang dihadapi, yaitu belum optimalnya pencapaian hasil penelitian sosial ekonomi pertanian karena unit pelaksana teknis (upt) di lingkungan pusat penelitian sosial ekonomi pertanian masih baru. dalam hal ini, faktor penyebab yang dianggap dominan dan menyebabkan belum optimalnya kinerja (pse) adalah rendahnya jumlah tenaga yang berdisiplin ekonomi pertanian pada bptp/lptp. dalam penelitian ini dijumpai beberapa istilah dengan pengertian sebagai berikut. 1. badan penelitian dan pengembangan pertanian adalah unsur penunjang departemen pertanian di bidang penelitian dan pengembangan pertanian yang di bawah dan bertanggung jawab langsung kepada menteri pertanian. 2. lembaga penelitian dan pengembangan yang proaktif dan partisipatif adalah lembaga penelitian yang mampu menemukan dan merekayasa paket teknologi dan kebijakan pertanian yang komprehensif. journal the winners, vol. 2 no. 1, maret 2001: 55-65 58 3. jabatan fungsional adalah jabatan yang tidak jelas disebut atau digambarkan dalam struktur organisasi. akan tetapi, harus ada karena fungsinya yang memungkinkan kelancaran tugas organisasi itu. 4. datasering adalah perbantuan tenaga dari unit kerja badan litbang pertanian yang berdasarkan dengan lokasi unit kerja yang membutuhkan. 5. formasi pegawai baru adalah jumlah dan susunan pangkat pegawai negeri sipil yang diperlukan satuan organisasi negara agar mampu melaksanakan tugas pokok jangka waktu yang ditetapakn pejabat yang berwenang. pembahasan kondisi saat ini penyebaran pegawai pada unit kerja lingkup badan litbang pertanian, khususnya bptp/lptp belum merata. walaupun sudah diadakan dua kali regrouping pegawai, yaitu dengan cara memindahkan pegawai dari tempat yang berlebihan jumlah pegawainya ke tempat yang kekurangan jumlah pegawainya. pemindahan pegawai, khususnya ke luar jawa untuk pemenuhan kebutuhaan tenaga di bptp/lptp masih menghadapi kendala, antara lain kesiapan yang bersangkutan untuk dimutasikan. i. komposisi tenaga komposisi tenaga badan litbang pertanian berdasarkan tingkat pendidikannya dapat dilihat pada tabel di bawah ini. tabel 1 komposisi pegawai litbang pertanian menurut tingkat pendidikannya keadaan sampai dengan desember 1996*) tk. pendidikan 1975 1985 1995 1996 s3 7 82 258 276 s2 26 282 722 738 s1 243 912 1974 1994 sm 170 333 513 485 slta 459 2074 3360 3374 sltp 215 282 308 302 sd 2458 1485 1168 914 jumlah 3600 5450 8162 8110 sumber: sim kepegawaian badan litbang penelitian dari tabel di atas terlihat badan tenaga litbang pertanian saat ini telah berkembang pesat sejak awal dibentuknya badan litbang pertanian. sebagai pelaku iptek, sumber daya manusia badan litbang pertanian dituntut untuk bekerja sesuai bidang tugas dan disiplin keilmuannya. sehubungan dengan hal tersebut pada tabel di bawah ini disajikan komposisi tenaga badan litbang pertanian menurut disiplin keilmuannya. realokasi pegawai sebagai salah satu upaya… (m. takdir mulyadi) 59 tabel 2 komposisi pegawai badan litbang pertanian menurut disiplin keilmuannya keadaan sampai dengan desember 1999*) disiplin ilmu jumlah pendidikan jumlah s3 s2 s1 sm agronomi/budidaya 69 221 661 55 1006 (28,80%) sosial ekonomi/ae 31 70 108 6 215 (6,16%) ilmu peternakan 49 84 154 4 291 (8,33%) ilmu perikanan 15 58 151 12 236 (6,76%) ilmu tanah 23 87 111 3 224 (6,41%) mekanisasi pertanian 7 14 43 5 69 (1,67%) bioteknologi 4 1 6 1 12 (0,34%) pemulihan tanaman 22 30 32 1 85 (2,43%) hama dan penyakit tan 38 74 89 2 203 (5,81%) komunikasi dan perpustakaan 0 18 13 115 146 (4,18%) statistika 2 11 17 4 34 (0,97%) ilmu komputer 1 1 1 17 20 (0,58%) ilmu sosial 3 36 390 214 643 (18,41%) lain-lain 12 33 218 46 309 (8,85%) jumlah 276 738 1994 485 3493 (100%) sumber: sim kepegawaian dari tabel di atas terlihat komposisi pegawai lingkup badan litbang pertanian sebagian besar didominasi olah tenaga dengan disiplin ilmu agronomi/budidaya pertanian. sementara itu, disiplin ilmu lain, seperti sosial ekonomi pertanian merupakan disiplin ilmu yang sangat diperlukan untuk menunjang kegiatan penelitian dan pengkajian pada bptp/lptp di samping jumlahnya yang relatif kecil juga penyebarannya yang kurang merata. untuk mendukung operasionalisasi bptp/lptp, terutama kegiatan penelitian dan pengkajian spesifik lokasi maka komposisi pegawai di atas dianggap cukup kritis untuk waktu yang akan datang dan tenaga yang mempunyai rumpun disiplin ilmu sosial ekonomi pertanian dibutuhkan dalam jumlah yang cukup banyak. kondisi tenaga yang berdisiplin ilmu sosial ekonomi pertanian pada bptp/lptp dapat dilihat pada tabel di bawah ini. tabel 3 sebaran tenaga yang berdisiplin ilmu sosial ekonomi pertanian pada bptp/lptp unit kerja tingkat pendidikan s3 s2 s1 sm jumlah bptp gedong johar 0 1 2 0 3 bptp sukaramai 0 0 7 2 9 bptp lembang 0 0 8 0 8 bptp unggaran 0 0 9 1 10 bptp karangploso 0 2 8 1 11 bptp naibonat 0 1 15 2 18 bptp palangkaraya 0 0 16 0 16 bptp ambon 0 1 4 0 5 journal the winners, vol. 2 no. 1, maret 2001: 55-65 60 tabel 3 sebaran tenaga yang berdisiplin ilmu sosial ekonomi pertanian pada bptp/lptp (lanjutan) bptp kendari 0 0 12 0 12 bptp padang marpoyan 0 0 4 0 4 bptp biromaru 0 1 5 1 7 bptp banda aceh 0 0 2 0 2 pada tabel 2, terlihat jumlah tenaga yang termasuk dalam disiplin ilmu sosial ekonomi pertanian berjumlah 215 orang. namun, pada tabel 3 terlihat tenaga yang berlatar belakang disiplin ilmu sosial ekonomi pertanian pada balai/loka pengkajian berjumlah 118 orang sehingga sejumlah 97 orang tersebar pada balai penelitian/loka penelitian. di samping itu, dari tabel di atas terlihat jumlah tenaga sosial ekonomi pertanian yang mendukung operasionalisasi bptp/lptp, khususnya yang berlokasi di luar pulau jawa jumlahnya masih kurang memenuhi sehingga masih perlu dilakukan penambahan tenaga yang dapat dilakukan dengan alokasi tenaga yang terdapat pada balai/loka penelitian serta bptp/lptp yang berada di pulau jawa. di samping itu, dalam jangka panjang dapat juga dilakukan rekruitmen pegawai baru. kebijakan penelitian berkaitan dengan visi badan litbang pertanian pada abad 21 akan datang peran serta dari sumber daya manusia, khususnya pejabat fungsional akan terus ditingkatkan. salah satu kebijakan yang ditetapkan dalam rangka pencapaian tujuan penelitian adalah sumber daya manusia yang ikut berpartisipasi dalam rangka penelitian harus sesuai antara bidang tugas dengan disiplin ilmu lainnya. di samping itu, kebijakan penelitian sosial ekonomi yang semula dapat dilakukan pusat penelitian dan pengembangan/balai penelitian mulai saat ini lebih dikonsentrasikan pada bptp/lptp di bawah binaan pusat penelitian sosial ekonomi pertanian (pse). penelitian sosial ekonomi masih dapat dilakukan pada puslit/puslitbang/bali dan terbatas pada penelitian dengan analisis skala mikro. keadaan yang diinginkan 1. sasaran berdasarkan masalah utama dan latar belakang masalah yang telah diuraikan di atas, selanjutnya dapat dikemukakan keadaan yang diinginkan berkaitan dengan pembinaan karier pejabat fungsional sosial ekonomi pertanian adalah tercapainya peningkatan jumlah tenaga pendukung penelitian sosial ekonomi pertanian yang optimal untuk mendukung kegiatan bptp/lptp. adapun hal yang perlu diperhatikan berkaitan dengan sasaran prioritas tersebut adalah kondisi tenaga yang mempunyai disiplin ilmu sosial ekonomi pertanian yang saat ini masih berada di pusat penelitian/pusat penelitian dan pengembangan/balai penelitian yang bersedia untuk dipindahkan serta kejelasan tugas dan fungsi kegiatan penelitian sosial ekonomi pertanian memungkinkan timbulnya motivasi bagi pejabat fungsional sosial ekonomi pertanian untuk lebih realokasi pegawai sebagai salah satu upaya… (m. takdir mulyadi) 61 mengoptimalkan kemampuannya dan potensinya di tempat yang baru sehingga kinerja unit kerja yang baru (bptp/lptp) akan meningkat. 2. peningkatan jumlah tenaga di bptp/lptp jumlah tenaga yang ideal untuk melaksanakan tugas dan fungsi unit kerja adalah relatif karena banyaknya berkaitan dengan unsur kemampuan dan keterampilan yang dimiliki pelaksana dalam kebersamaan. demikian pula halnya dengan kegiatan penelitian sosial ekonomi pertanian, jumlah tenaga yang ideal untuk pencapaian hasil yang optimal (critical mass) masih relatif sifatnya karena berkaitan dengan cakupan kegiatan yang akan dilaksanakan, kemampuan pejabat fungsional sosial ekonomi pertanian, dan dukungan sarana dan prasarana. sesuai dengan kebijakan, penelitian yang berlaku saat ini untuk kegiatan penelitian dengan cakupan sedang, idealnya dilakukan 3 orang peneliti senior dan 5 orang peneliti yunior. jadi, memerlukan 8 orang tenaga peneliti untuk mencapai hasil penelitian yang optimal. seperti yang terlihat pada tabel 3, sebaran tenaga fungsional yang mempunyai latar belakang sosial ekonomi pertanian, ada beberapa bptp/lptp yang berlokasi di luar pulau jawa masih berada di bawah critical mass yang diisyaratkan. kebijakan zero growth di tingkat nasional berdampak pada pengangkatan pegawai baru yang sangat terbatas sehingga peningkatan jumlah tenaga yang berdisiplin ilmu sosial ekonomi pertanian untuk mencapai critical mass merupakan langkah yang tidak mungkin diharapkan dalam waktu dekat ini. diharapkan dengan kebijakan penelitian sosial ekonomi pertanian yang lebih dikonsentrasikan pada bptp/lptp. tenaga yang berdisiplin ilmu sosial ekonomi pertanian dan tersebar cukup banyak di pusat penelitian/pusat penelitian dan pengembangan/balai penelitian dapat dipindahkan ke bptp/lptp yang membutuhkan sehingga tercapai jumlah tenaga ideal untuk melaksanakan kegiatan penelitian di bptp/lptp. 3. pembinaan jabatan fungsional agar tercapainya kelancaran dan peningkatan laju pengembangan riset dan teknologi, koordinasi dan sinkronisasi pelaksanaan berbagai tugas dan fungsi lembaga penelitian dan pengembangan diperlukan adanya pengelolaan dan pembinaan termasuk peningkatan kemampuan dan kekuatan sumber daya manusia. dengan upaya itu, diharapkan tercapai pemenuhan kriteria bagi unit litbang yang bersangkutan (rifai, 1996). berdasarkan gambaran visi badan litbang pertanian, terlihat peran para pejabat fungsional adalah sangat penting dan strategis dalam penyelenggaraan tugas dan fungsi organisasi badan litbang pertanian. oleh karena itu, pembinaan terhadap para pejabat fungsional perlu dilakukan secara insentif dan berkesinambungan. dukungan layanan administrasi yang andal diperlukan guna pencapaian target pembinaan jabatan fungsional. menurut wirsanto, pembinaan sumber daya manusia termasuk di dalamnya pejabat fungsional, hendaknya dapat membawa kepada keadaan yang lebih baik, antara lain sebagai berikut. a. peningkatan efisiensi dan produktivitas kerja; b. kesempatan tenaga untuk mengembangkan pengetahuan dan keterampilan; c. suasana kerja yang kondusif. journal the winners, vol. 2 no. 1, maret 2001: 55-65 62 masalah dan pemecahannya 1. identifikasi masalah balai/loka pengkajian teknologi pertanian bptp/lptp merupakan unit kerja baru di lingkungan badan litbang pertanian. pembentukan bptp/lptp dimaksudkan agar transfer teknologi kepada petani/nelayan sebagai pengguna dapat berjalan dengan baik karena sebelumnya sering terjadi hambatan dalam hal transfer teknologi kepada user (petani/nelayan). bptp/lptp merupakan peleburan dari unit kerja badan litbang pertanian (subbalai penelitian, kebun percobaan, kolam percobaan dan balai informasi pertanian). pada saat awal pembentukannya, sumber daya manusia bptp/lptp berasal dari balai informasi pertanian (bip) dan subbalai penelitian sehingga jumlah tenaga fungsionalnya secara umum dapat dikatakan masih belum optimal karena sebagian besar tenaga fungsional seperti peneliti, perekayasa, teknisi penelitian dan perekayasaan tersebar di balai penelitian. rendahnya dukungan tenaga fungsional (jumlahnya) merupakan salah satu penyebab belum optimalnya kinerja bptp/lptp, di samping belum terbentuknya koordinasi yang kuat dari sumber daya manusia yang melebur. di samping itu, keberhasilan kegiatan penelitian tidak hanya ditentukan jumlah tenaga fungsional peneliti yang memadai. akan tetapi, juga sangat ditentukan jumlah tenaga fungsional peneliti dalam melaksanakan tugasnya. tenaga pendukung kegiatan penelitian termasuk ke dalam jabatan fungsional teknisi litkayasa. 2. pemecahan masalah untuk memecahkan masalah pokok, yaitu rendahnya jumlah tenaga peneliti dan pembantu peneliti atau teknisi dengan disiplin ilmu sosial ekonomi pertanian pada bptp?lptp, dalam penelitian ini diajukan usulan kegiatan peningkatan jumlah tenaga yang berdisiplin ilmu sosial ekonomi pertanian pada bptp/lptp secara bertahap dengan memindahkan tenaga yang berdisiplin ilmu sosial ekonomi pertanian dan saat ini banyak terdapat pada balai penelitian, pusat penelitian dan pengembangan, dan tenaga teknisi yang akan membantu kegiatan penelitian. pemidahan itu dilakukan secara bertahap karena terbatasnya anggaran rutin pemerintah untuk membiayai pesangon pindah pegawai. di samping itu, pelaksanaan pemindahan pegawai dapat berjalan dengan baik apabila adanya kemauan dari para pegawai untuk mutasi ke tempat baru. kemauan pegawai untuk pindah sangat tergantung kepada prospek karier di masa yang akan datang dan sarana penunjang yang diberikan unit kerja barunya. dengan pengalihan mandat untuk penelitian sosial ekonomi pertanian dari balai penelitian ke bptp/lptp. namun, tenaga tersebut sebelum memutuskan untuk pindah juga harus mempertimbangkan masalah keluarga. pertimbangan keluarga menunjukan sampai seberapa besar kebaikan dan keburukan kemungkinan dampak pemindahan tersebut terhadap kondisi kesejahteraan keluarganya (dalam arti luas). pertimbangan keluarga ini menyangkut apakah dengan mutasi alih tugas tersebut kondisi keluarga akan menjadi semakin baik atau memburuk. hal itu merupakan pertimbangan nonteknis yang perlu diperhatikan secara rasional oleh pengambil kebijakan dalam mutasi alih tugas tersebut. dengan peningkatan jumlah tenaga sosial ekonomi pertanian pada bptp/lptp, khususnya bptp/lptp yang berlokasi di luar jawa diharapkan akan dapat membantu lebih mengoptimalkan pelaksanaan tugas dan fungsi bptp/lptp tersebut. realokasi pegawai sebagai salah satu upaya… (m. takdir mulyadi) 63 3. rencana tindak lanjut berdasarkan tabel 3 di atas terlihat beberapa bptp/lptp yang berlokasi di luar pulau jawa masih terdapat kekurangan tenaga yang berdisiplin ilmu sosial ekonomi pertanian apabila mengacu kepada persyaratan minimal jumlah tenaga peneliti sosial ekonomi pertanian (critical mass). untuk memenuhi standar critical mass, masih dibutuhkan tambahan sekitar 46 orang tenaga peneliti yang mempunyai latar belakang disiplin ilmu sosial ekonomi pertanian. sementara itu, dari tabel 2 terlihat jumlah tenaga yang mempunyai latar belakang pendidikan sosial ekonomi pertanian di tingkat badan litbang pertanian adalah sebanyak 215 orang (termasuk yang saat ini berada di bptp/lptp sebanyak 118 orang). berarti jumlah tenaga yang potensial untuk dipindahkan adalah sebanyak 215 orang dikurangi 118 orang dan hasilnya 97 orang. tentunya pemindahan sebanyak maksimal 97 orang atau sekurang–kurangnya 46 orang bukan merupakan pekerjaan yang mudah untuk dilaksanakan karena hambatan teknis dan nonteknis seperti yang telah diuraikan di atas. untuk itu, perlu perencanaan yang baik antara lain sebagai berikut. a. pernyataan kesediaan pindah untuk memperoleh kepastian dari tenaga yang berlatar belakang sosial ekonomi pertanian yang tersebar di balai penelitian untuk pindah ke bptp/lptp, perlu dilakukan sosialisasi kebijakan pemindahan sdm tersebut kepada para tenaga yang berlatar belakang pendidikan sosial ekonomi pertanian yang tersebar pada balai penelitian, pusat penelitian, dan pengembangan. dalam sosialisasi, perlu dijelaskan kebijakan baru tersebut, pemindahan kegiatan penelitian sosial ekonomi pertanian dari balit ke balai/loka pengkajian, prospek kegiatan penelitian sosial ekonomi pertanian di masa yang akan datang. pada akhir kegiatan sosialisasi, dilakukan pertanian di masa yang akan datang. pada akhir kegiatan sosialisasi, dilakukan penyebaran formulir isian mutasi alih tugas yang akan digunakan sebagai acuan untuk perencanaan anggaran rutin maupun kegiatan keproyekan pada masing–masing bptp/lptp. b. perencanaan biaya pesangon pindah dari formulir isian yang telah terkumpul dilakukan verifikasi dan selanjutnya menyusun jumlah anggaran biaya pindah untuk masing–masing tenaga yang dipindahkan beserta keluarganya. hal itu perlu dilakukan mengingat sifat mutasi alih tugas tersebut adalah karena dinas sehingga seluruh biaya pindah dibebankan kepada anggaran rutin badan litbang pertanian. mengingat jumlah anggaran rutin yang tersedia adalah terbatas perlu dilakukan prioritas, artinya dalam satu tahun anggaran, tidak semua tenaga yang pindah dibayarkan biaya pindahnya. pindahnya prioritas ini tergantung dari titik berat urgensinya, misalnya untuk tahap pertama diperlukan pemindahan tenaga yang mempunyai disiplin ilmu sosial ekonomi yang telah memiliki jenjang jabatan fungsional peneliti. c. detasering pegawai untuk menambah tenaga sosial ekonomi pada bptp/lptp dengan cara pemidahan seperti diuraikan di atas, dapat pula ditempuh cara lain, seperti, memperbantukan untuk sementara tenaga peneliti sosial ekonomi pertanian yang terdapat pada balai penelitian dan letaknya berdekatan dengan lokasi bptp/lptp. dalam kegiatan datasering perlu juga disusun rencana anggaran untuk para peneliti yang didetasir itu telah selesai untuk kegiatan maka yang bersangkutan akan kembali ke unit kerja asalnya. journal the winners, vol. 2 no. 1, maret 2001: 55-65 64 d. rekruitmen pegawai baru untuk memenuhi kebutuhan jangka panjang dilakukan dengan perencanaan kebutuhan tenaga melalui pengadaan pegawai baru. masalah yang paling utama dan kemungkinan akan dihadapi adalah keterbatasan jumlah informasi yang ada. hal itu disebabkan keterbatasan jumlah informasi yang ada. selain itu, disebabkan kebijakan zerro growth masih diberlakukan sampai saat ini sehingga jumlah formasi yang diterima masing–masing bptp/lptp seringkali tidak mencukupi dari kebutuhan yang ada. untuk mengatasi hal itu, perlu adanya komitmen dari pimpinan badan litbang pertanian prioritas penggunaan formasi badan litbang pertanian lebih diutamakan untuk memenuhi kebutuhan bptp/lptp terutama yang kondisi sumber daya manusianya sangat minimal. untuk tingkat badan litbang pertanian, dilakukan dengan cara mengurangi jatah informasi dari balai/loka penelitian. penutup simpulan 1. masalah pokok yang dihadapi adalah belum optimalnya pelaksanaan tugas dan fungsi bptp/lptp. hal itu disebabkan masalah spesifik rendahnya jumlah tenaga yang mempunyai disiplin ilmu sosial ekonomi pertanian yang terdapat pada bptp/lptp. 2. tercapainya peningkatan jumlah tenaga yang berdisiplin ilmu sosial ekonomi pertanian yang mencukupi, setelah dilakukan pengkajian akan dilaksanakan pemindahan tenaga sosial ekonomi pertanian dari puslit/puslitbang/balit secara bertahap. mengingat kemampuan untuk memenuhi biaya pindah sangat terbatas. 3. mengatasi masalah keuangan tenaga pada bptp/lptp, selain dilakukan dengan cara pemindahan pegawai dapat juga dilakukan dengan cara datasering tenaga yang terletak pada unit kerja balai/loka penelitian yang berdekatan dengan lokasi bptp/lptp. di samping itu, dapat juga dilakukan dengan cara merencakan formasi yang lebih banyak untuk bptp/lptp. daftar pustaka keppres nomor. 83 tahun 1993. tentang organisasi departemen pertanian republik indonesia. lembaga administrasi negara ri. 1994. panduan pola kerja terpadu. ___________________________. 1994. sistem administrasi negara ri. rifai, a. mien. “kiat dan instrumen pengendalian pengembangan ristek dalam sipteknas.” makalah rakorna ristek. 12-14 agustus 1996 di serpong. sekretariat litbang pertanian dan tim profesionalisme tenaga peneliti. “pengelolaan sumber daya manusia badan penelitian dan pengembangan pertanian.” makalah rapat kerja badan litbang pertanian, 10-12 maret 1997 di denpasar, bali. realokasi pegawai sebagai salah satu upaya… (m. takdir mulyadi) 65 siagian, s.p. 1987. pengembangan sumber daya insani. jakarta: gunung agung. sk. mentan ri no. 96/kpts/ot.210/2/1994 tanggal 11 februari 1994 tentang organisasi dan tata kerja deptan. sk. mentan ri nomor 798/kpts/ot.210/12/1994 tanggal 13 desember 1994 tentang organisasi dan tata kerja sama balai pengkajian teknologi pertanian dan loka pengkajian teknologi pertanian. isi_1502-0914.fh11 ��������� ���� ������� ��� �� ������ ����������������� ��������� ���� ��� ����� � ��� ��� ����������� ���� � ������� ������� ����� ���� ������������������� ��! 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�������������������������������������������������������������������������������������������������������������������; �;� issn 1412-1212 winners the vol. 13 no. 2 september 2012 economic, business, management, and information system journal journal pelindung rektor binus university prof. dr. ir. harjanto prabowo, mm redaktur utama rudy aryanto, se., mm dewan redaksi dr. engkos achmad kuncoro, se., mm idris gautama so, se., s.kom., mm., mba., phd gatot soepriyanto, se., ak, m.buss vitria ariani, apar., ba., msc robertus tang herman, se., mm ir. dyah budiastuti, mm hartiwi prabowo, se., mm mitra bestari prof. dr. faisal afiff, se., spec.lic (padjadjaran university) prof. dr. m. yuwana mardjuka (sahid university) prof. dr. mt. arief, se., mm (stie kusumanegara) prof. dr. nizam jim wiryawan (bunda mulia university) prof. dr. ahmad rodoni (uin syarief hidayatullah university) prof. dr. ir. musa hubeis, dipl.ing, dea (ipb university) dr. iyus wiadi, mpa (paramadina university) ir. muhril ardiansyah, phd (swiss german university) erwin ramedhan, phd (president university) m. qudrat nugraha, msi., phd (muhammadiyah hamka university) dr. rina astini, se., mm (mercu buana university) dr. ir. edy supriyadi, mm (pancasila university) dr. dewa putu oka prasiasa, st.par., mm (stp sahid) dr. ford lumban gaol (stmik jibes) dr. zulganef, msi (widyatama university) dr. parwanto (depdiknas ri) editor/setter dra. endang ernawati, m.lib. nuriana firda, s.s. i. didimus manulang, s.s. sari oktaviani angga ferdiansyah, s.kom sekretariat holil, s.kom alamat redaksi direktorat riset dan hki universitas bina nusantara kampus anggrek, jl.kebon jeruk raya 27 kebon jeruk, jakarta barat 11530 telp. 021-5350660 ext. 1189 fax. 021-5300244 email: holil@binus.edu, raryanto@binus.edu terbit & issn terbit 2 (dua) kali dalam setahun (maret dan september) issn: 1412-1212 vol. 13 no. 2 september 2012 winners the issn 1412-1212 journal economic, business, management, and information system journal daftar isi linda santioso; yenny faktor-faktor yang mempengaruhi kelengkapan pengungkapan wajib dalam laporan keuangan pada perusahaan manufaktur yang terdaftar di bei (factors affecting the completion of mandatory disclosures in the financial statements of manufacturing companies listed in indonesia stock exchange) .................. 81-92 tubagus ismail; darjat sudrajat interactive control system, intended strategy, implemented strategy dan emergent strategy 93-105 andreas chang utaut and utaut 2: a review and agenda for future research .................................... 106-114 dwi efrarin purnamadita; dian tauriana customer intention toward theme park: the mediating role of customer attitude on the impact of service quality and experiential marketing ........................................... 115-126 menara simanjuntak; haryadi sarjono analysis, reconstruction and establishment tourist destination in toba samosir, north sumatera, indonesia ................................................................................ 127-134 junaidi; cahyanti sih triyatmi financial and non financial factors on going-concern opinion .................................... 135-146 enggal sriwardiningsih how does the global economy crisis influence in managing investment in indonesia ........... 147-155 silvy fauziah; rudy aryanto consumer preferences toward marine tourism area .................................................. 156-164 indeks......................................................................................................... 165-169 microsoft word 01_jja_mn_andhi bharata_15-160816_rev1_dina.doc the influence of compensation …… (andhi bharata) 1  the influence of compensation and training toward work discipline and its impact on the employees’ performance in the research center of science and technology (puspiptek) andhi bharata management department, school of business management, bina nusantara university, jln. k.h. syahdan no 9, jakarta barat, dki jakarta, 11480, indonesia andhibharata27@gmail.com abstract background issues that occured in puspiptek (research center of science and technology) was the declining of employee performance, low discipline in work such as not obeying the rules, and decreased absenteeism as coming late to the office. the purpose of this study was to determine the effect of compensation on, the effect of training on work discipline, the effect of compensation on employee performance, the effect of training on employee performance, the effect of work discipline on employee performance, and the effect of compensation and training to the work discipline and its impact on employee performance puspiptek. this research was associative and the measurement scale applied likert scale. the method of analysis used was path analysis and the number of samples in this study was 116 respondents. based on the result, this study concludes that the compensation and training toward the work discipline has a significant influence on the employees’ performance. the empirical findings indicate that in order to improve the employees’ performance in puspiptek need to pay attention on compensation, training, and work discipline. keywords: compensation, training, work discipline, employees’ performance introduction the occurrence of this globalization gives impact on the development of the increasingly modern era. the development of modern era has an impact on the organization or company. they must be more careful and quick in following its development if do not want to left behind, especially in science and technology which has increasingly evolved. the development in science and technology is certainly giving a positive impact in a wide range of information and knowledge, recent discoveries, and advanced technology. as an organization or company, it could harness science and technology in processing the goods and services to make it more effectively and efficiently. in this process necessarily is required human resources to implement them. research center of science and technology (puspiptek) is an area of research which is located in the village setu, setu district of south tangerang city. puspiptek is a tool in conducting research of targeted and integrated as a determinant of community needs and raise awareness of the role of science and technology in national development. in the region of puspiptek, there are three non-ministerial government institution, namely batan (national nuclear energy agency), bppt (agency for the assessment and application of technology), and lipi (indonesian institute of sciences). these three institutions are located in puspiptek region that produces variety of researches and technical services in various laboratories. as in the processing of industry sector, there is a national standard laboratory that has become the reference for all measurements in indonesia. 2   journal the winners, vol. 17 no. 1, march 2016: 1-8  besides that, in the food sector, pharmaceuticals and medical have produced tempe processing technology into milk, ice cream, and extraction of efficacious ingredients for traditional herbal. puspiptek is not apart from a few problems that occurred in employees' performance, such as when the employees have been giving appropriate compensation, but in reality, what often happen is the employees who have been compensated by a corresponding amount, it does not affect their discipline in work. employees still cannot be disciplined at work, such as coming late to work and passing of the deadline to complete the task (a predetermined time). coming late to work will decrease the employees' performance, and it will cause the working time has reduced from a predetermined time, so employees take more time to complete its work. besides compensation, puspiptek also provides regular training each year to its employees to improve their ability and to make employees be disciplined at work. the training that provided by puspiptek aims to train employees to be responsible and implement existing regulation and to improve the capabilities of the employees. if puspiptek can provide appropriate compensation and training, it will affect on employees work discipline that resulted in an increasing of employees’ performance, so it can help puspiptek to achieve organizational goals. based on puspiptek problems on this research, it is needed further research and to find out the influence of compensation and training toward work discipline and its impact on employees’ performance in puspiptek. there are several problem identifications, is there any influence of (1) compensation toward employees’ work discipline, (2) training toward employees work discipline, (3) compensation toward employees’ performance, (4) training toward employees’ performance, (5) work discipline toward employees’ performance, (6) compensation and training toward work discipline and its impact on the employees’ performance in puspiptek? menawhile, the research objectives are to find out (1) the influence of compensation toward employees work discipline, (2) the influence of training toward employees work discipline, (3) the influence of compensation toward employees performance, (4) the influence of training toward employees performance, (5) the influence of work discipline toward employees performance, (6) the influence of compensation and training toward work discipline and its impact on employees performance in puspiptek. this research gives benefits for puspiptek, the employees, and others. the benefits of this research for puspiptek are (1) to provide information about the influence of compensation and training toward work discipline and its impact on employees’ performance in puspiptek; (2) to provide suggestion to puspiptek in efforts to improve work discipline through the provision of compensation and training; and (3) to be a reference to provision of compensation and training that can be used in improving employees’ performance in puspiptek. while for others, this research has benefits, such as (1) to be useful for learning and can be used as a reference for others who want to examine the implementation of the compensation, employees training, and work discipline; (2) the other party can find out how the compensation and training can affect the work disciplines that have an impact on employee performance; (3) to add insight to the reader about puspiptek. compensation is paid to employees in exchange for services that they have contributed to the company (bangun, 2012). according to r. wayne mondy (2014), the compensation is the total remuneration that given to employees as a reward for their services. hameed et al., (2014) has stated that compensation has the positive impact on employee performance. compensation is divided into two types; they are financial and non-financial compensation. the services that are donated by employees for their work get rewarded in the form of money, either directly or indirectly. direct financial compensation is paid tribute in the form of salaries, wages, incentives, and bonuses. meanwhile, indirect financial compensation is a form of financial rewards that paid indirectly, such as the influence of compensation …… (andhi bharata) 3  social security, medical, insurance, vacation, retirement and other benefits. while non-financial compensation is an award that not given in the form of money, but someone will get satisfaction from the work and the environmental organization. such compensation may include to organizational policies, qualified managers, fun coworkers, flexible time, and good job distribution (bangun, 2012). according to mathis & jackson (2010), training is a process whereby people acquire capabilities to aid in the achievement of organizational goals. so the training is a process whereby an employee can gain the ability to assist in the achievement of organizational goals. training is a process created by the organization in an effort to improve the quality of its employees in order to work optimally in order to assist the organization in achieving its objectives. sultana et al., (2012) has stated that in the development of organizations, training plays a vital role in improving performance as well as increasing productivity, and eventually putting companies in the best position to face competition and stay at the top. work discipline is a form of the terms that defined and accepted by the employees to comply with existing regulations in an organization so that employees can work in a responsible manner. according to byars & rue (2006), the work discipline is the action that taken against an employee who has violated an organizational rule or whose performance has deteriorated to the point where corrective action is needed. this means that the discipline is an action taken against employees who have violated the rules of the organization or whose performance has deteriorated to the point where corrective action is needed. robbins & coulter (2005) have said that performance is the work result of individuals or groups in achieving the organization's goals set in accordance with a predetermined period. group or organization is made up of several individuals so that individual performance will affect the performance of the group or organization. training and performance are still affecting each other that awang (2010) has defined that personal training affect job performance (skills and individual capabilities impact on productivity). assessment of performance (performance appraisal pa) is the process of evaluating how well employees are doing their jobs when compared with a standard set, and then communicate with employees (mathis & jackson, 2006). methods figure 1 theoretical framework (source: author) the theoretical framework (figure 1) is based on the following hypotheses with first hypothesis: ho: there is no significant influence between compensation and employees work discipline in puspiptek. ha: there is significant influence between compensation and employees work discipline in puspiptek. compensation (x1) training (x2) work discipline (y) employees performance (z) h1  h2 h3 h4 h6  h5 4   journal the winners, vol. 17 no. 1, march 2016: 1-8  the second hypothesis is: ho: there is no significant influence between training and employees work discipline in puspiptek. ha: there is significant influence between training and employees work discipline in puspiptek. the third hypothesis is: ho: there is no significant influence between compensation with employees’ performance in puspiptek. ha: there is significant influence between compensation with employees’ performance in puspiptek the fourth hypothesis is: ho: there is no significant influence between training with employees' performance. ha: there is significant influence between training with employees' performance. the fifth hypothesis is: ho: there is no significant influence between employees work discipline with employees performance in puspiptek. ha: there is significant influence between employees’ work discipline with employees’ performance in puspiptek. the sixth hypothesis is: ho: there is no significant influence between compensation and training toward work discipline with the employee's performance. ha: there is significant influence between compensation and training toward work discipline with the employee's performance. the research design used is associative research to determine the effect of independent variables on the dependent variable through intervening variables as the intermediate variables. the unit of analysis targeted is all of the employees in puspiptek as much as 162 employees. sampling technique used in this study is the probability sampling in which everyone who will be sampled will have the same opportunities, while the sample selection is done by simple random sampling method with the purpose to get accurate results although through the randomly selected because the sample has taken already represented a whole population. then the sample used in this study as much as 116 employees in puspiptek. data collection techniques used is trough spread the questionnaire within one week to the study respondents. the analysis technique used is path analysis by using spss version 20. the results of this study can be used by companies to evaluate and make improvements to the compensation, training, and work discipline so that the employees’ performance in puspiptek can be improved. the research design of this article can be seen in table 1. table 1 research design research objectives type of research method research method unit of analysis time horizon h1-6 associative survey individual employees in puspiptek cross sectional source: author (2016) the influence of compensation …… (andhi bharata) 5  operationalization of the variables used in this study is the independent variables, namely compensation (x1) and training (x2) as well as the dependent variable, namely work discipline (y) and employees performance (z). table 2 represents the operationalization of research varaibbles. table 2 operationalization of research variables variable dimension indicator measurement scale compensation (x1) direct compensation salary likert scale incentive indirect compensation protection (insurance and pension funds) allowance facility training (x2) training program infrastructure likert scale methods and content of training training time benefits of training labor discipine (y) the attitude and behavior of employees frrequency of attendance likert scale strict adherence to regulations strict adherence to labor standards work ethic employees performance (z) employees performance assessment number of jobs likert scale quality of work punctuality attendance ability to work in team source: author (2016) the types of research data are quantitative and qualitative data. the quantitative data is data in the form of its numbers that can be counted and measured the amount to be processed using statistical methods. while qualitative data is the research data that is not a number that nature can not be calculated in the form of information or explanation based on a theoretical approach and logical assessment. the source of research data consists of primary data and secondary data. data collection techniques that the author uses in this research are both literature study and field study. results and discussions after doing steps of validity, reliability, normality, correlation, and path analysis that obtained results of data processing to find out the influence of variable compensation (x1) and training (x2) toward the work discipline (y) and their impact on employees performance (z). it can be seen in table 3. 6   journal the winners, vol. 17 no. 1, march 2016: 1-8  table 3 relationship of the empirical causal of variabel x1, x2, toward y to z influence of variable causal influence residual 1ε and 2ε total indirect direct through y x1 toward y 0,442 0,442 x2 toward y 0,550 0,550 x1 toward z 0,128 0,128 0,128 + (0,442 x 0,598) 0,392 x2 toward z 0,270 0,270 0,270 + (0,550 x 0,598) 0,598 y toward z 0,598 0,598 x1 x2 y toward z 0,812 0,188 1,00 source: data processing (2016) in overall, the influence of the causal variable compensation (x1) and training (x2) toward work discipline (y) and their impact on employees’ performance (z) can be described in a model of the complete structure in figure 2. figure 2 relationship of the empirical causal of variabel x1, x2, toward y to z (source: author, 2016) conclusions based on the research and discussion that has been done, the authors obtain the research results that will be used to meet the objectives of this research. on the first objective which is to find out the influence of compensation on work discipline in puspiptek. it is concluded that the compensation has a significant influence on work discipline in puspiptek. on the second objective which is to find out the influence of training on work discipline in puspiptek. it is concluded that training has a significant influence on work discipline in puspiptek. on the third objective which is to find out the influence of compensation toward employees performance in puspiptek. it is concluded that the compensation has a significant influence toward employees’ performance in puspiptek. on the fourth objective which is to find out the influence of training toward employees performance in puspiptek. it is concluded that training has a significant influence toward employees’ performance in puspiptek. on the fifth objective which is to find out the influence of work discipline toward employees performance in puspiptek. it is concluded that the work the influence of compensation …… (andhi bharata) 7  discipline has a significant influence toward employees’ performance in puspiptek. and on the fifth objective which is to find out the influence of work discipline toward employees performance in puspiptek. it is concluded that the work discipline has a significant influence toward employees’ performance in puspiptek. based on the research and discussion that has been done, it is evident that the compensation, training, and work discipline has a significant influence toward employees performance in puspiptek. puspiptek can improve the system of compensation given to employees by increasing the provision of compensation in directly or indirectly. giving direct compensation can be improved by increasing the salaries of the employees, while the provision of indirect compensation such as health insurance and pension fund guarantees can be repaired so that the employees feel assured by the health and pension funds. beside that, the facility to support employees in working could be improved in order to assist and meet the needs of employees at work. so that, if when the provision of compensation in directly or indirectly may be given properly, then it will help improve work discipline which impacted on increased employee performance. puspiptek can provide an appropriate training that suitable with the needs of employees. the training given to employees can be improved by increasing the number of training for employees, followed by the quality of training itself. the quality of training is intended to provide training that is more helpful and useful, not only increased the number of training, but the quality of the training provision must be considered such as the instructors who provide training and also the appropriate training content that suitable with the needs of employees. this is done because the training has an influence on the work discipline where training is able to provide benefits to employees who were getting more trained in enhance the capabilities, skills, work responsibility, and discipline at work. so the impact on the employees’ performance will increase. puspiptek also needs to improve work discipline through controlling and supervision of the employees. employees still have not been able to comply with work rules and to work not in accordance with the ethics of the company. the attendance list of working employees should be considered so that the tardiness in work hours can be minimized and pay attention to the work that must be completed on time. this is done to ensure employees are able to follow and abide the rules at work to make them more disciplined. references awang, a. h., ismail, r., & noor, z. m. (2010). training impact on employee’s job performance: a self evaluation. ekonomska istrazivanja/economic research, 23(4), 78-90. retrieved from http://search.proquest.com. bangun, w. (2012). manajemen sumber daya manusia. jakarta: erlangga. byars, l., & rue, l. (2006). human resource management. 8th edition. usa: mcgraw-hill. hameed, a., ramzan, m., hafiz, m. k. z., zubair, h. m. k., ali, g., & arslan, m. (2014). impact of compensation on employee performance (empirical evidence from banking sector of pakistan). international journal of business and social science, 5(2), 302-309. retrieved from http://search.proquest.com. mathis, r., & jackson, j. (2006). human resource management. 10th edition. usa: thomson southwestern. 8   journal the winners, vol. 17 no. 1, march 2016: 1-8  mathis, r., & jackson, j. (2010). human resource management. thirteenth edition. south western: cengage learning. mondy, r., & mondy, j. (2014). human resource management. thirteenth edition. london: pearson. robbins, s., & coulter, m. (2005). management. pearson prentice hall. sultana, a., irum, s., ahmed, k., & mehmood, n. (2012). impact of training on employee performance: a study of telecommunication sector in pakistan. interdisciplinary journal of contemporary research in business, 4(6), 646-661. retrieved from http://search.proquest.com. editor in chief rudy aryanto managing editors engkos achmad kuncoro (binus university, jakarta) idris gautama so (binus university, jakarta) yasintha soelasih (atma jaya university, jakarta) levyda (sahid university, jakarta) agus zainul arifin (tarumanagara university, jakarta) executive editors arta moro sundjaja noerlina editor/setter dina nurfitria karen phang holil atmawati secretariat haryo sutanto eka yanti pangputri administration address research and technology transfer office binus university anggrek campus, jl.kebon jeruk raya 27 kebon jeruk, jakarta barat 11530 ph. 021-5350660 ext. 1708 email: hsutanto@binus.edu, raryanto@binus.edu publication & issn published twice a year (march and september) p-issn: 1412-1212 e-issn: 2541-2388 vol. 17 no. 2 september 2016 economic, business, management, and information system journal winnersthe journal p-issn 1412-1212 e-issn 2541-2388 contents eka sari budihastuti; arif yusuf hamali the relationship between leadership and teachers’ performance at state vocational high school “x” bandung .............................................................................. 77-89 agustini hamid analysis of dynamic portfolio allocation of indonesian lq45 during 2005 – 2011 following the markowitz theory ............................................................. ................................ 91-101 son wandrial the relationship of mbti and student gpa score in binus management class 2015.................................. 103-112 kriswanto share price analyst with pbv, der, and eps at initial public offering................................................... 113-123 jonny improving the average session evaluation score of supervisory program by using pdca cycle at pt xyz........ 125-132 irma nadia erena; engelwati gani comparative analysis of conventional method with activity based costing in pt mulia sejati gallery............ 133-142 danang prihandoko the influence of brand relationship, brand satisfaction, and perceived price towards brand loyalty in pt x’s customer, indonesia ............................................................................... 143-154 marina wardaya marketing communication strategy through social media to increase children books .............................. 155-163 index.............................................................................................................................. 165-168 journal p-issn 1412-1212 e-issn 2541-2388 vol. 17 no. 2 september 2016 economic, business, management, and information system journal winnersthe microsoft word 01_yulius_heavy reliance.doc heavy reliance on the indirect financing… (yulius) 93 heavy reliance on the indirect financing as sources of funds for business firms in japan: as a comparison for indonesian financial crisis yulius1 abstract the purpose of this article is to study the implication of financial liberalization to the heavy reliance of firms to the indirect finance in japanese experience. in order to analyze the goal of this article, we start to examine the causes of the main bank system in japan before and the prewar period. then, this article discusses the impacts of financial liberalization to the to the heavy reliance on the indirect-financing for business firms in the light with japan’s financial market, particularly the main bank system. finally, this article also discusses the implication of loose relationship of big firms and major banks (main bank system) to the recent financial condition in starting from the early of 1990s until now. this article discovered that financial liberalization, which started at the latter half of 1970s, has shaken the foundation of the main bank system. the major firms started to less dependent on the major banks and they issued the securities in domestic and international market. as a consequence, the smbs still depend on the banks as their source of indirect financing. however, the competitiveness in the smbs market turned to erode the bank profits that induced them to enter the risk activities, such as real estate. in addition, the bubble burst economy also triggered the boom in real estate. naturally, as a nature of risk asset, loan to the real estate became the potential of bad loans that also was exacerbated the bubble burst in economy. then, the financial crisis has revealed in 1990s. keywords: finance, funds, japan, business, firm, indonesia abstrak tujuan penulisan untuk mempelajari implikasi liberalisasi finansial terhadap kepercayaan firma yang dialami jepang. langkah yang dilakukan adalah meneliti penyebab, imlikasi, dan efek yang ditimbulkan oleh liberilasasi finansial tersebut. dapat disimpulkan bahwa setelah terjadinya liberalisasi finansial tahun 1970 di jepang banyak perusahaan di jepang yang melapaskan ketergantungannya pada bank dan beralih pada pasar saham nasional dan internasional. akibatnya, bank tergantung seperti usaha pada real estate yang pada awalnya merupakan usaha yang baik karena adanya booming real estate. namun sejak tahun 1990 usaha real estate runtuh karena adanya krisis keuangan. untuk mengatasinya bank tersebut bisnis untuk menghapuskan piutang, optimalisasi biaya ops, restrukturisasi bisnisnya, mengalihkan usaha ke obligasi bahkan masuk ke sistem penyehatan perbankan yang dikeluarkan oleh pemerintah. kata kunci: finansial, dana, jepang, bisnis, firma, indonesia 1 staf pengajar unika atma jaya, stie kalbe & ubinus, jakarta journal the winners, vol. 2 no. 2, september 2001: 93-106 94 introduction japanese firms relied heavily on bank borrowings (indirect financing) during periods of rapid economic growth from the early 1950s to the early 1970s. the largest provider of bank loans (indirect finance) to a firm is usually identified as the firm's main bank. a main bank and its clients are typically linked in several ways. the main bank provides cash management and other financial services for the firm is often a major shareholder. the main bank sometimes sends its employees to serve as directors of the firms. the main bank is expected to be responsible for monitoring the firms and if the firms get into trouble, the main bank often intervene in the firm's management and tries to rescue it. this set of ties between banks and firms is called the main bank system (detail explanation about the main bank system can be seen in aoki and patrick (1994)). after the collapse of the bretton woods agreement in 1971 (or 1973), the liberalization of both domestic and international financial started in the mid 1970s among industrial countries. the liberalization of financial market in japan started in the latter half of 1970s like many other industrial countries. therefore, it had an implication to the change of the japanese financial market structures (the first oil shock in 1973 and foreign exchange law of 1980s also influenced the changing of japan financial market. as a result lack of government deficit, the government issued a large scaleof deficit financing bonds. the foreign exchange law integrated the domestic japanese financial market to international market (see suzuki, 1987 and feldman, ra, 1986)). as a consequence, since the 1980’s, we have seen a lot of changing in japanese financial market. firms’ demand for investment funds and levels of internal funds have emerged in wide variation. firms have developed and issued a sophisticated treasury functions. firms have turned from bank borrowings to issuance of market securities (often through overseas market) in dramatic shift (suzuki y, 1987). therefore, the financial liberalization has changed the behavior of relationship among banks and firms. the main bank system has been shaken by financial liberalization. the big firms become less dependent on banks for their financing needs and move to securities market as their source of finances. on the other hands, small and medium business size (smbs) firms still continued to depend on the banks as their source of finance since the japanese securities markets had not been able to accommodate them with the stringent eligibility requirements for corporate bonds. thus, smbs became important market for banks, especially for small regional banks and cooperative credit banks. in accordance with the loose relationship with big firms, the city banks and other major banks started to enter in smbs market in the early 1980s. therefore, the more banks in the limited market gave an impact to the high level of competition for banks to get the borrowers. in addition, liberalization on deposit interest rate started in 1985 also imposed the competition on the market (horiuchi, 1996). the competition imposed the erosion of banks’ profit. therefore, the commercial banks started to involve in excessive lending to risk taking activities, such as real estate, since in the middle 1980s in order to maintain their profit. in addition, the bubble economy, which started in 1987, also triggered the boom in real estate activities, which gave the incentive to the banks to give huge loans to the real estate activities. then, excessive loans to the risky activities such as real estate influenced the potential bad loans that had created severe problems in japan’s banks in 1990s (kitagawa, h and y. kurosawa, 1994). heavy reliance on the indirect financing… (yulius) 95 the purpose of this article is to study the implication of financial liberalization to the heavy reliance of firms to the indirect finance in japanese experience. therefore, the question will be addressed in this term article is what is the implication of financial liberalization to the main bank system the rest of this article will answer this question. section 2 will discuss an examination the causes of the main bank system in japan before and the pre-war period. section 3 will discuss the impacts of financial liberalization to the heavy reliance on the indirect-financing for business firms in the light with japan’s financial market, particularly the main bank system. section 4 discusses the implication of loose relationship of big firms and major banks (main bank system) to the recent financial condition in 1990s. section 5 contains a brief conclusion of this article. the evolution of the main bank system in order to evaluate the heavy reliance on the indirect financing as source of funds for business firms, this article starts to discuss the evolution of the main bank system in japan. next, major changes in corporate financing during the fifteen years of war period led the creation of the prototype of the main bank system will be also discussed. finally is to study how the banks acquired the monitoring capability during the heyday of main bank system. i. pre war in the pre-war, the direct financing was the dominant of external financing for the firms. the dominance of financing through equities and bonds rather bank borrowing is more clearly observed for the zaibatsu firm. table 1 shows the proportion of major capital and liability items for a sample of mitsui firm. the proportion of paid-in capital in total assets was higher for all the firms and borrowings from banks were not important for many firms. for example, the source of fund for mitsui & co was based on of 68.1 % paid in capital/total assets and was only 6.1% of borrowings from banks/total assets in 1920. table 1 paid in capital and borrowings from banks for mitsui zaibatsu in 1920 company paid-in capital/ borrowings total asset from banks/ (%) total assets (%) mitsui & co 68.1 6.1 mitsui mining 66.7 0 hokkaido tanko kisen 54.8 3.1 shibaura seisakunso 39 5.3 nihon seiko-sho 41.7 1.2 oji article 46.2 11.1 journal the winners, vol. 2 no. 2, september 2001: 93-106 96 table 1 paid in capital and borrowings from banks for mitsui zaibatsu in 1920 (continued) dai nihon celluloid 70 4.6 kanefuchi boseki 21 0 denki kagaku kogyo 46.9 0 onoda cement 48.2 8.8 source: ito. t (1992) meanwhile, in case of mitsubishi companies, as described by ito (1992), the financing of mitsubishi companies in 1930s were raised by selling shares to affiliates. in this case, funds from the parent companies in the form of paid-in capital were most important for them. one of the reason why the banks borrowing were not an important sources of funds for many firms were a large number of small banks, and they frequently failed. teranishi (1994) discussed that there were 1521 banks in 1904 but only 63 of them had equity larger than 1 million yen. in contrast, many of the remaining 1458 banks were very small: 390 banks had equity of less than 100.000 yen, another 528 had equity of between 100,000 yen and 300,000 yen. moreover, 25 banks per year failed during the period 1902-1919, and 44 banks per year during the period 19201932 (teranishi, 1994). instead, at in the prewar period, the shareholders had tight controls on japanese companies and monitored managers closely. the fraction of equity owned by the largest shareholders was often high. the dividends of payout ratios were generally high. managers typically were rewarded with bonus payments that were closely tied to profits. shareholders were actively involved in management. many large shareholders of non-zaibatsu firms sat on the board and directly monitored the firms. one example is the monitoring mechanism at the sumitomo zaibatsu, which was ruled by the sumitomo house accounting rule. according this rule, each sumitomo company was required to submit its budget estimates and actual expenses to sumitomo & co (honsha) and obliged to explain any discrepancies between the two reports. thus the honsha was positioned to receive both the ex ante plans and ex post analyses of their members’ activities. monitoring of capital investment was especially strict. a sumitomo firm had to submit a detailed report with included the estimated date and completion and expenditure for each year to sumitomo & co. moreover, when there was a change in any part of the projects, the firms had to consult the honsha. ii. wartime the wartime was the origin of the main bank system. as discussed, a lot of banks were insolvent in the period of prewar. therefore, in order to play an important role as indirect finance for the firms, the banks must be financially solvent. moreover, it seems to be important to have relatively small number banks, because such a co-operative delegation mechanism would be difficult to implement with a large number of participants. this situation occurred in the period of wartime called main bank system. therefore, the wartime was identified as the origin of the main bank system (aoki, et all, 1994). the concentration of the banking sector, which took place during the inter-war and during the war, produced a small number of large banks. figure 2.1 shows the number of banks in japan heavy reliance on the indirect financing… (yulius) 97 between 1901 and 1945. there were 1890 banks in japan at the end of 1901, but only 61 by the end of 1945. there are two episodes of larger negative growth rate of banking industry, first was in the late 1920s and second was in 1940’s. the concentration during the 1920’s had been influenced by several causes. first, financial crises in 1920, 1922, and 1927 forced smaller and weaker banks to go bankrupt or to be acquired by larger banks. second, government policies (the banking law in january 1928) also encouraged mergers. that law stipulated a minimum amount of required capital, and pressured those banks which did not satisfy the requirement to merge before 1932. third, the concentration during 1940s was mainly due to wartime financial controls, which aimed to allocate funds preferentially to war, related industries. soon after japan initiated war with china in july 1937, the temporary funds adjustment law was promulgated and a series of wartime financial controls was started. this law sought to control long-term funds, and preferentially allocate funds for warrelated industries. finally, the ministry of finance (mof) and the bank of japan (boj) often directly proposed mergers between banks in the name of efficiency. the mof declared the goal of ‘one prefecture-one bank’ in may 1936, and aggressively advocated mergers between regional banks (aoki, et all, 1994). the concentration of the banking industry through the competition and aggressive government policies advocating mergers created a small number of larger banks, and laid some of the ground work for the main bank system. table 2 shows sources of industrial funds for the period 1934 1944. this table shows clearly the increasing dependence on bank borrowing. the source of industrial funds from internal fund decreased from 54.8 % in 1934 to 24.2% in 1944. on the contrary, the bank loans as one of the sources of industrial funds increased from –11.4 in 1934 to 57% in 1944. table 2 source of industrial funds (%) year internal funds new shares new bonds bank loans 1934 54.8 55.4 2.8 -11.4 1935 51.6 32.9 1 14.9 1936 47.4 33.5 -2.3 18.3 1937 33.3 35.5 -0.1 31.9 1938 30.5 34.6 5.4 29.9 1939 27.1 24.5 7.9 38.4 1940 30.4 26.7 5.5 38.3 1941 33.6 29.1 10.1 28.1 1942 31.3 25.7 8.9 32.8 1943 30.3 22.6 7.8 35.8 1944 24.2 9.1 8.3 57.8 source: ito, t (1992) the major causes of this change in corporate financing was heavy industrialization accelerated by the war effort. during the inter-war period, capital-intensive heavy industries grew much more rapidly than light industries, and the war effort reinforced this tendency. table 3 shows journal the winners, vol. 2 no. 2, september 2001: 93-106 98 the share of output coming from the steel/metals and machinery industries increased from 27 percent in 1934 to 49 percent in 1942, while the fraction of production in the food and textiles industries declined from 42 percent in 1934 to 19 percent in 1942. table 3 shares of manufacturing output 1924-42, private companies with more than five employees, percent industry 1924 1929 1934 1939 1942 steel & metals 5.7 8.9 15.6 21.6 20.1 machinery 6.7 8.8 11.5 20 28.7 chemicals 11 14 16.1 18.4 17.2 textiles 44.2 38.8 31.1 17.9 11.1 food 16.3 14.6 11.1 9.3 7.6 source: aoki and patrick (1994) the final important change to corporate finance during this period was the shift in corporate governance practice. naturally, the firms started to depend on more external funds, especially bank loans. as a result, the relative power of shareholders declined somewhat. in addition, there were also regulatory changes that further limited the power of shareholders. the 1936 corporate profit distribution and fund raising order required firms with a dividend payout ratio of more than 10 percent to seek approval from the mof. this rule severely restricted shareholders’ rights to residual income. therefore, this restriction on shareholder’s property right must have reduced their incentive to influence and control management (teranishi, 1994). iii. postwar as the war ended, japan inherited a financial system with large banks and close bankfirm relations. although this inheritance from the war economy was a major reason why the bank system emerged after the war, it was not the only one. the decline of shareholders’ power during the war created a serious void in corporate governance: no one had the incentive or ability to monitor the managers of munitions companies. the absence of monitoring that characterized wartime financing had to be corrected, and the banks had to gain the power and the ability to monitor companies before the main bank system fully developed. in this period, especially in the period of heyday of the main bank system (19511975), the main bank’s role in corporate financing and monitor was prominent and pervasive. around 1951, marked the end of the post-war reconstruction period, particularly as it applied to establishing the architecture of the financial system, and the take-off the economy’s high growth and escalating corporate investment demand. in the late 1949, the boj mediated the formation of loan consortia by city banks and involved itself in active ex ante monitoring of borrowing firms. in 1951, the anti-monopoly act was revised and the ceiling on bank equity holding in non-financial firms was lifted from 5 percent to 10 percent. also in 1951, the japan development bank was founded as a government-owned development bank specializing in the provision of long-term investment financing, together with the industrial bank of japan. heavy reliance on the indirect financing… (yulius) 99 in this period (1951-1975), a stable system existed in which banks and other financial institutions mobilized and allocated savings in a high-growth economy regulated by control over loan, deposit, and bond issue interest rates. finance was mildly repressed. the demand for funds were in excess of supply because the market did not fully clear at the regulated rates and some credit rationing occurred, but real interest rates were positive. the new entry to the banking industry was prohibited, creation of new financial instruments restricted, and markets and financial institution activities segmented. funds were, in practice, preferentially allocated among large business borrowers. table 4 presents the share of equity, bonds, and bank borrowings in the external financing firms with more than 1 billion in equity and stock exchanges. this table shows clearly that the percentage of bank borrowing as the source of corporate finance were high in the period 1957 to 1974 with the average around 70 percent. on the contrary, the trend of share equity and bonds decreased from the period 1957 1959 to the period of 1985 1988. table 4 distribution of sources of external corporate finance (%) year equity bonds loans 1957-1959 20.5 11.1 68.3 1960 1964 21.2 13.6 65.2 1965 1969 8 12.1 79.9 1970 1974 6.4 10.3 83.3 1975 1979 19.6 25.3 55.1 1980 1984 30 25.1 45 1985 1988 38.6 51.4 10 source: aoki and patrick (1984) discussion the implication of financial liberalization to the main bank system in order to know the impacts of heavy reliance on the indirect financing as sources of funds for business firms, the role of financial liberalization in the main banks system will be evaluated. after the financial liberalization, the foundation of the main bank system had been shaken. the banks moved their market to small and medium business size (smbs) firms. causes and effects of financial liberalization during the growth era, japanese financial transactions remained in small scale. the closed and controlled systems were maintained. although some events, like liberalization of international trade and foreign exchange rate in 1960s, and being the oecd member, exposed the japan’s economy to international surroundings. japan only allowed the foreign investors in the journal the winners, vol. 2 no. 2, september 2001: 93-106 100 financial sector in limited access. so, highly regulation and largely isolation from international financial transactions were for more than three decades after the world war two (iwami t, 1995). after the collapse of the bretton words agreement in 1971 (or 1973), the liberalization of both domestic and international financial transactions started in the mid 1970s among industrial countries. this globalization was partly motivated by the need to control increasing inflation and partly by the need to enhance capital flow across countries (ito, t, 1992). the liberalization of financial market in japan started in the latter half of 1970s like many other industrial countries. therefore, it had an implication to the change of the japan financial market structures (frankel, a.b and p.b. morgan, 1992). in addition, the first oil shock in 1973 also influenced the changing of japan financial market. as a result lack of government deficit, the government issued a largescale of deficit-financing bonds and tremendous expansions of the government occurred. furthermore, the foreign exchange law of 1980 changed the japan financial market with the increase of internationalization of real economy and high activity of cross-border fund flows. therefore, this law integrated the domestic japan financial market to international market (feldman, ra 1986). there are three points that should be as reflection to the effects of financial liberalization in the new era of the japanese financial markets (suzuki, y 1987). first, the financial liberalization continued to weaken interest rate controls. the expansion of the large flotation of the government bonds expanded at extremely rapid pace that was spurred by japanese bank regulations concerning the sales of government bonds in 1977. the expansion of the government bonds enhanced free interest rate in the open market as long-term instruments, short-term open market and relaxation or abolition interest controls. second, the gensaki market (a gensaki transaction is one in which there is a prior promise either to repurchase or to resell the same security as originally transacted after a fixed time and at a fixed price. its market is free, open financial market in which any company may participate. the actual participants include securities companies, financial institutions, corporate entities, public financial institutions, and non-residents, such as foreign investors) which had existed on a small scale since 1950, also has expanded along with the growth of the government bond market in the secondary market since big firms became more sensitive to free interest rate. part of the reaction of the gensaki market, certificates of deposits (cds) were established in may 1979 (the first cds were issued in may 1979, and differ from regular deposit in that they are short-term deposits with free interest rates that may be sold to third parties). thus, as a result of the foreign exchange law in 1980, yen deposit by non-resident and foreign currency deposits by resident also expanded by the increasing in the cross-border movement of funds. the development of gensaki, cds and cross-border movement contributed not only to the relaxation of interest control but also declining of the japanese bank segmentations. third, the interest rate arbitrage increased rapidly not only in the domestic market but also in the foreign market as a result adaptation of a series of liberalization measures. the interest rate arbitrages expanded and diversified the open markets in both long and short-term assets. heavy reliance on the indirect financing… (yulius) 101 effects of the indirect financing for business firms as a consequence financial liberalization as a consequences of financial liberalization, there were three implications to the japanese banking system. first, firms started to less dependent on the banks as sources of indirect financing. next, as a consequence of financial liberalization, the erosion of bank profits turned the bank to involve the risk activity such as real estate. third, the erosion of bank profits also induced them involving on balance sheet activity. i. the loose relationship of main bank system as we have seen before, major banks maintained close relationship with the big firms in the period of high growth. however, this relationship declined after the financial liberalization. big firms started to issue bonds in domestic market since the-mid 1980s and also to issue corporate bonds in the euro and other foreign markets. thus, big firms became less dependent on banks for their financing needs and moved to securities market as their source of finances. on the other hands, smbs firms still continued to depend on the banks as their source of finance because the japanese securities markets had not been able to accommodate them with the stringent eligibility requirements for corporate bonds. thus, smbs became important market for banks, especially for small regional banks and cooperative credit banks. in accordance with the loose relationship with big firms, the city banks and other major banks also started to enter in smbs market in the early 1980s (see table 5) the long-term relationship between major banks and firms seems to be have mitigated in the process of this structural change in corporate finance. according table 5, the major banks’ loans to keiretsu firms had been loosing their relative importance. the percentage of loans to keiretsu firms to total amount of loans drastically decreased from 15.5% in 1965 to only 3% in 1990. this suggests that major banks had been forced to extend their credit outside of their intimate territories constructed by the “main bank relationship” during the high growth. table 5 relative importance of major bank loans to their keiretsu firms (billion yen) year total amount loans to b/a of loans keiretsu (%) firms (a) (b) 1965 9,783 1,515 15.5 1970 18,725 2,182 11.7 1975 52,877 5,450 10.3 1980 75,436 6,040 8 1985 160,798 7,756 4.8 1990 308,504 9,364 3 source: horiuchi (1996) journal the winners, vol. 2 no. 2, september 2001: 93-106 102 table 6 shows the increasing of bank loans to the smbs market from 1991 to 1992, as the bank-intermediated financial needs of leading industrial companies declined. city, trust and long term banks all sought to increase loans to smbs market. table 6 loans to small and medium firms as a % of outstanding loans type of bank 1961 1966 1971 1976 1981 1986 1988 1992 city 26.6 23.7 25.8 29 37.7 44.4 51.2 57.9 long-term 6.1 10.7 16 15 26.9 28.1 35.4 40.1 trust 9.9 7.3 10.1 10.5 22 31.7 40.4 51.2 regional 54.4 53.3 55.5 51.3 55 59.5 62.6 65.3 source: patrick and park (1994) ii. increasing loans to the risky activities as discussed above, there were a lot of banks in the smbs market. therefore, naturally, the more banks in the limited market gave an impact to the high level of competition that, in turn, gradually eroded the bank profitability. in addition, the liberalization of interest deposit became also the sources of the erosion of commercial bank profitability. these are the liberalization of interest rates on deposits started with the introduction of certificates of deposits in 1979, followed by liberalization of interest rates in large time deposits, small time deposits and demand deposits in 1985, and in 1990s (takatsuki, a, 1998) (the succession of regulatory reforms that followed the authorization of cds in 1979 caused the interest costs of banks to become increasingly sensitive to movements in the market interest rates. one change that was especially important in this process was the introduction of money market certificates (mmc) in 1985, with interest rates linked by formula to open market rates on designed instruments. as a result of their increased reliance on market rate funding during the period of sharply rising short term interest rates, the banks’ pre tax profit declined sharply. in response the banks adjusted their methods of determining their prime rates for short and long term loans (in 1989 and 1991 respectively)). as many banks entered in the market together with interest rate liberalization reduced the commercial bank profitability. therefore, in order to maintain their profit, the commercial banks started to involve in excessive lending to risk taking activities, such as real estate, since in the middle 1980s. consequently, bank competed vigorously for loans. this led to an enormous increase in real estate sectors in the 1980s, as can be seen in table 7. credit analysis was relatively easy for these loans because it essentially amounted to forecasting future land and equity prices (the role of comprehensive safety net was also the source why the banks were very easy to give loans to the risky assets (see horiuchi, 1996, 1998)). in addition, the bubble economy, which started in 1987, also triggered the boom in real estate activities, which gave the incentive to the banks to give huge loans to the real estate activities. heavy reliance on the indirect financing… (yulius) 103 table 7 share of loans to real estate for financial industries type of banks 1980 1991 city 8.1 18.9 regional 6.9 15.9 trust 17.5 40.5 long-term 16.7 37.1 source: aoki and patrick (1994) iii. off balance sheet and fee-based activities in the early 1980’s off balance sheet activities started to increase in the early 1980s as banks looked for ways to offset decreases in profits from lending activities. the bis regulation of the risk-asset ratio also encouraged banks with foreign business to increase such activities. thus fees from foreign branches and subsidiaries started to climb in 1982, representing guarantees for bonds issued by local governments in the united states, currency and interest swap, merger and acquisitions advice, leveraged buyouts, option, and future. main banks, especially the top five city banks (top six since the creation of sakura bank) have aggressively increased their fee-based services domestically as well. these include the handling of cash balances and the settlement of promissory notes. compared to the united states, fees traditionally have been very high in japan. the implication to the recent financial market as mentioned above, the banks entered their business to the risk assets, such as real estate. this situation was triggered by inflation of asset price (bubble economy) in accordance of boom in real estate that could be the potential of bad loan, which revealed in 1900s. i. inflation of asset price as discussed, the increasing of asset price also triggered the boom in real estate activities. in connection with the plaza accord 1985, the japanese government agreed to stipulate its economy in order to enhance domestic demand for u.s. products (miller 1998). therefore, the boj reduced the official discount rate starting from january 1986. the decrease of interest rate was followed with the increase of asset price, such as stock price and real estate. the relation between property and stock market was very closed. the increasing of property prices stimulated the collateral value of individual assets that influenced to buy securities in the stock market. at the same time, the increase in securities demand could be used as collateral for loans to property market. in addition, big firms and banks also extended their portfolio to either securities or property market that was also a result of financial liberalization. some firms went to these markets not to invest in plant or equipment rather to obtain cash for future needs. other firms began to enter these markets in speculating rather that in concentrating their core business. journal the winners, vol. 2 no. 2, september 2001: 93-106 104 at the same time, the japanese banks also got a lot of profit from the bubble in stock market. the japanese banks issued equities and convertible bonds as source of their finance. thus, in stock price bubble, the japanese banks could increase their hidden reserve. in addition, in order to follow the bank for international settlements (bis) agreement, the japan’s banks could count 45 % of unrealized appreciation in the japanese bank portfolio of equity securities as tier ii capital for purposes of the risk-based capital rules. so, the japanese banks could satisfy the bis rules while the asset bubble occurred. table 4.1 shows that the city banks increased their stock holdings during in the period of bubble economy (1987 1989). the increase of bank stock holdings turned the increased their hidden reserve that banks are not required to show unrealized capital gain on their balance sheets. table 8 city bank domestic stockholdings year at cost as % of annual (billion yen) total assets increase (%) 1955 35 1.1 n.a 1960 151 1.9 34 1965 389 2.1 20.8 1970 899 2.4 18.2 1975 1,992 2.5 17.5 1980 3,676 3 13 1983 5,207 3.3 12.3 1986 7,228 3.8 11.6 1987 8,761 3.5 21.2 1988 11,412 4 30.3 1989 15,062 4.6 32 1990 18,596 5.3 23.5 1991 20,207 5.8 8.7 source: patrick and park (1994) ii. financial difficulties in 1990’s at the end of may 1989, in order to go against the asset price bubble, the boj tightened monetary policy by raising official discount rate. the increase of interest rate also influenced the decrease of asset price. therefore, the collapse of the asset prices influenced two hard implications to bank behavior. first, the borrowers (firms) got difficulties in relating to their loans. as a consequence the erosion of their earnings brought the banks suffer the bad loans. some borrowers delayed repayment of principal and interest. these have been compounded by the falling collateral value of real estate due to the collapse of the bubble economy, therefore loan obligations to the financial institutions turns into bad loans (economic planning agency, 1994) (the previous section has discussed that commercial banks could hide the bad loans by their profitability and hidden reserve before the bubble burst). second, the japanese banks, which had extended large amounts of real estate financing or speculate in the share market boom, became the hardest hit by the collapse of bubble economy. heavy reliance on the indirect financing… (yulius) 105 the substantial decreasing of their hidden reserve was the main reason of the declining of the japanese capital base due to the plunge of asset prices. the plunge of stock market wiped out the unrealized gain of the japanese banks from securities portfolios as tools for satisfying with the bis capital adequacy guidelines. those factors, difficulties of borrowers to repay their loans, the decrease of collateral value, the squeezing bank hidden reserves, damaged the banks’ balance sheet that in turn brought the banks into the systemic financial crisis. therefore, since the late 1980’s japan has suffered several difficulties in its banking sector. some banks went bankrupt or at the brink at the bankruptcy. others have been nationalized. other banks have suffered the bad loan problems. conclusion generally, this article discovered that financial liberalization, which started at the latter half of 1970’s, has shaken the foundation of the main bank system (it must be understood that financial liberalization itself is not a problem but the problem is how it si implemented). the major firms started to less dependent on the major banks and they issued the securities in domestic and international market. as a consequence, the smbs still depend on the banks as their source of indirect financing. however, the competitiveness in the smbs market turned to erode the bank profits that induced them to enter the risk activities, such as real estate. in addition, the bubble burst economy also triggered the boom in real estate. naturally, as a nature of risk asset, loan to the real estate became the potential of bad loans that also was exacerbated the bubble burst in economy. then, the financial crisis has revealed in 1990’s. the banks themselves and the government have tried to overcome japan’s financial crises. some banks disposed and wrote-off their bad loans. others cut their operating cost. some other banks changed their business mix by curtailing their lending activities to construction companies and some banks went into the bond business. in addition, the government intervened by undertaking some efforts to help bank to overcome their problems, using monetary policy, implementing financial safety net, building the dic and implementing capital adequacy regulation. recently, the government has implemented the new regulatory system, management of financial failures, prompt corrective action system, and financial reform the so-called “big bank”. however, although the banks and the government have done a lot of efforts, the sign of recovery in financial structure has not been yet in sight. references aoki, m, h. patrick, and p. sheard. 1994. “the japanese main bank system: an introductory overview.” in m. aoki and h. patrick, eds., the japanese main bank system: its relevance for developing and transforming economies. new york: oxford university press. horiuchi, a. 1996. financial fragility and recent development in the japanese safety net. manuscript. journal the winners, vol. 2 no. 2, september 2001: 93-106 106 _________. 1998. “case studies for crisis: japan.” in ross h. mc leod and ross garnaut, eds., east asia in crisis from being a miracle to needing one. london: routledge. feldman, r.a. 1986. japanese financial market. massachusetts: mit press. frankel, a.b. and p.b. morgan. 1992. “deregulation and competition in japanese banking.” article presented at the conference on bank structure and competition sponsored by the federal reserve bank of chicago. ito, takatoshi. 1992. the japanese economy. mit press. iwami, t. 1995. japan in the international financial system. london: maxmillan press miller, g.p. 1997. the role of a central bank in a bubble economy http://www.goldeagle.com/editorials/ suzuki, y. 1986. money, finance, and macroeconomic performance in japan. london: yale university press. suzuki, y. 1987. the japanese financial system. oxford: clarendon press. takatsuki, a. 1998. lecture note on money and banking in japan. fall term in international university of japan. teranishi, j. 1994. “japan: development and structural change of the financial system.” in h.t. patrick and y.c. park, eds., the financial development of japan, korea, and taiwan: growth, repression, and liberalization. new york: oxford university press. ueda, k. 1994. “institutional and regulatory frameworks for the main bank system” in m. aoki and h. patrick, eds., the japanese main bank system: its relevance for developing and transforming economies, new york: oxford university press. microsoft word 07_mn_analysis of decision making process_kp.docx analysis of decision making process …… (mochamad sandy triady; ami fitri utami) 57  analysis of decision making process in moneyball: the art of winning an unfair game mochamad sandy triady1; ami fitri utami2 1, 2management department, school of business management, binus university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 sandy.triady@binus.ac.id, amifitriutami@binus.ac.id abstract billy beanes’s success in using data-driven decision making in baseball industry is wonderfully written by michael lewis in moneyball. as a general manager in baseball team that were in the bottom position of the league from the financial side to acquire the players, beane, along with his partner, explored the use of data in choosing the team’s player. they figured out how to determine the worth of every player.the process was not smooth, due to the condition of baseball industry that was not common with using advanced statistic in acquiring players. many teams still use the old paradigm that rely on experts’ judgments, intuition, or experience in decision making process. moneyball approached that using data-driven decision making gave excellent result for beane’s team. the team won 20 gamessequently in the 2002 season and also spent the lowest cost per win than other teams.this paper attempts to review the principles of moneyball – the art of winning an unfair game as a process of decision making and gives what we can learn from the story in order to win the games, the unfair games. keywords: decision making, data management, sport industry abstrak buku moneyball yang ditulis oleh michael lewis menggambarkan bagaimana kesuksesan billy beanes seorang general manager suatu tim dalam menggunakan proses pengambilan keputusan berbasiskan data di dalam industri baseball di amerika. dalam usahanya untuk memenangkan posisi terbaik di dalam liga, beanes dan rekannya menggunakan data sebagai dasar pertimbangan pemilihan pemain. karena proses pengambilan keputusan yang tidak biasa, beanes mendapat tentangan dari banyak pihak dalam industry baseball. walaupun begitu, pada tahun 2002 tim yang ditangani oleh beanes memenangkan 20 pertandingan secara berturut-turut. artikel ini bertujuan untuk mengkaji ulang prinsip dari moneyball yang digunakan oleh beanes dan rekannya dalam melakukan pengambilan keputusan. kata kunci: pengambilan keputusan, manajemen data, industri olahraga 58 journal the winners, vol. 16 no. 1, march 2015: 57-63  introduction moneyball is the best –selling book written by michael lewis. it is based on true story about billy beane, the baseball team general manager. his team, oakland athletics, was one of the poorest teams in baseball league in usa.in 2002 season, the oakland athletics had payrolls of $40 million, while the new york yankees, the richest team, had payroll of $126 million. in baseball industry, there is a huge gap between the rich and poor team than other professional sportor sport industry (lewis, 2003). this gap made a significant difference when a team wants to buy players, only the rich team can afford the best players. when the rich teams can afford the best players, they will have best formation that can give high opportunity to win the games. how about the poor teams? they have to think hard in spending their budget. as the general manager, billy beane suffered from crisis in his team. the performance was getting worse and billy tried to find a way to improve the performance by re-formulating the team formation. started at the opening season, when every team has to decide about their players; buying new player, selling existing players, or trading-off players with other teams. the situation became harderwhen there was a tight limitation, money. in 2002, billy beane realized that there was something wrong in process of acquiring players. he needed better decision making process when the team wants to acquire players. at the time, most of the baseball team used quite same decision making process, the process of deciding which player to hire is based on experts’ judgments, i.e.; coach, talent scout, retired player, etc. billy beane came up with radical action; he changed the method of acquiring talents, no more decision based on experts’ judgments, experiences, or intuition. he, along with his assistant, paul depodesta, used statistical data to analyze and gave value on the players which he wanted to choose for the team. the results was beyond expectation, the team he created by the new method could give big win, even though the team consisted of low-paid players. nowadays, moneyball is no longer a success story about manager of baseball team, many practitioners, even scholars try to know more about the concept of moneyball and implement it outside sport industry. overall, the underlying point of moneyball story is about decision making; how did one of the poorest teams in baseball win so many games? how did they decide which player they buy, sell, or trade-off?this paper attempts to review the principles of moneyball – the art of winning an unfair game as process ofdecision making and gives what we can learn from the story in order to win the games, the unfair games. baseball is one of the biggest sport industries, especially in u.s. this game’s object is to hit a runs, and those who have the most runs of all nine periods called as winner. a team scored a run when a player hits the ball and then running to a base safely, and continuing to counter clockwise as the next base and get back to original base. this game also defined by outs and innings not by time. (blackburn & valerdi, 2007). there is a general manager behind every team, the tasks of general manager are composingstrategies, evaluating players as the talent and assembling a successful team. the general managers are attempted to seek for methods to maintain and gain their talent better than their rival team within their financial capability, this condition almost similar with an organization which desired to exceed their competitors. (blackburn & valerdi, 2007). salary limit has no boundary in the players market in baseball industy, every team can buy players they want with no limitation. teams with huge funding will easily buy good and high quality players, hence will win more games. cullen, mayer & lattesa (2009) explained about the two paradigms of baseball; the traditional paradigm and the new one. analysis of decision making process …… (mochamad sandy triady; ami fitri utami) 59  there are four beliefs which envision the traditional paradigm . first, the talent of a player is usually appraised by asking the talent seeker look at the individual directly in person. this is happened because it is believed that the talent seeker have the ability to judge whether the talent is potential or not. second,thecollected statistics are more than adequate.the statistics are used as complementary not main point in decision making process. third, in game situation, decisions should be made according to “the book”—an unwritten compilation of baseball wisdom learned from insider experiences.whether these customs stand up to empirical scrutiny is of no concern. fourth, beyond “the book”, managerial decision can be determined through intuition. actually, baseball industry has collected many data related to games and players. however, most of the officials resisted the attempts to determine the statistical evidence as their decision’s guidance. through years, baseball was viewed for a sport which guided by wise traditios and expertise. however, there is a new paradigm aroused in which embraced science as the part of the guidance for the game. the major figure within this paradigm has been bill james. bill james gave three big contributions in baseball decision making process. firstly, saber metrics which is the analysis using objective evidence in baseball, this method mostly use statistic measure in the game activity. secondly, sociology of the interesting; bill james’s strategy to embraced the old wisdom and show that those wisdom are incorrect. finally, baseball abstract: featuring 18 categories of statistical information that you just cannot find anywhere else; this information shows that james’s analyses proved that the traditional and old wisdom has led some of the decision into an irrational practices in the industry. in fact, what bill james found is not easily accepted by baseball officials since james did not have any background or experience in baseball as a player, coach, or expert. moneyball tells the journey of billy beane, a former major league baseball player who turned into a team’s general manager. beane faced problem with his team due to financial constraint. a problem appeared in term of selecting players, who will be kept, who will be sold, and who will be approached. beane had to face the same problem over years; he hated the fact that so many teams would spend so much money on potential or high-quality players. he knew that his team only had small budget and how little bargaining power he had, but he understands how he had to find a way to win. this is why it is called unfair games, because the players (baseball teams) in same competition have different resource (budget).most other baseball teams proclaimed that to compete with teams like new york yankees is very difficult because of how much money that the team possess. however, beane called that was nonsense. if this were true, than the team with the most money would always win but in fact there are teams which spend much money and still get many lose. in this case beane challenge himself, how do his team win with so little money? (hickman, 2010). from that moment, beane decided to conduct an experiment in his new paradigm. what would happen if the team’s decisions were based on scientific data? by having paul depodesta, young harvard graduate, who surround himself with numbers and statistics, beane started to change process of decision making in scouting players. using sabermetric approach, he used data-driven decision making in scouting players, no longer using experts’judgments as main consideration. at first, what beane prepared was not accepted by team’s scouts, advisors, and managerial because of the way he did was out of common practices in baseball industry at the time.due to financial constraint, beane successfully found undervalued players that can play for his team with low salary but actually have good-hidden quality as a result of data calculation using formula. by this way, he did not need to compete with rich teams to get the players. the result of beane works was amazing; his team won 20 games sequent in the 2002 season. using a formula, his team was able to understand what type of players to select in order to hits as many runs as they needed based on data from the years before (hickman, 2010). the team also spent the lowest cost per win than other teams. all of the excellent result came from data-driven decision making. 60 journal the winners, vol. 16 no. 1, march 2015: 57-63  table 1thecost of wins major league baseball teams, 1997-2005 source: cullen, f., myer, a., and latessa, e. (2009) method from the story, this paper will focus on reviewing the concept of moneyball approach by billy beane. it will focus on three points; defining problem, data-driven decision making, and data-driven vs intuition. in the other hands, since this paper’s objective is to reviewing the moneyball principles the methodology being used is only reviewing the principles through lewis’s book and relating it with another related literatures. results and discussion in the book written about a meeting when billy beane with some talent scouts talking about their players, many star player left the team due to higher salary from other team. this condition was seen as a problem because without any star player, the team did not have a chance to win a game. billy beane explained to talent scouts that they focused on the wrong problem. beane said, “you’re focusing on the wrong problem! the reason why the previous star player left was because we couldn’t afford him and what you are telling me now is that we need to go and build a new team with another star player we can’t afford?” “the real problem is that we are a much smaller ball club with limited resources; therefore, we have to build a team of good players that we can work with.”however, the team didn’t agree with how he analysis of decision making process …… (mochamad sandy triady; ami fitri utami) 61  sees the problem. from this situation, defining problem is important thing. in this case, laziness is the greatest danger in formulating a decision problem. it's easy to state the problem in the most obvious way, in the way that we usually recovered the problem, but the easy way isn't necessarily the best way. thus, we need to get out of the box and be creative to make sure we found the problem right. (hammond, kenney, & raiffa, 1999)in this case, beane succesfully turned problem into opportunity. hammond, kenney, and raiffa (1999) stated that “no matter how bad a situation seems, ask yourself: what can i gain from this situation? what are the opportunities here?” the morale of the moneyball story is that the decision based on the data driven has better outcomes than those with conventional wisdom. there is research that proves that companies that rely heavily on data analysis are likely to outperform others (riedel, 2012). in fact, data itself has not any ability to change anything. from this case, in order to be impactful data need to be analyzed properly thus it can gain the competitiveness and even market share (brynjolfsson, 2010). like what billy beane did, he realized that it was possible to gather data from baseball industry. many data are collected since years ago, but there was no good practice in using those kinds of data. started by using saber rnetric approach and having partner in statistics to elaborate data, beane successfully made excellent result. despite the fact that data-driven decision making positively impacts the bottom line, few companies have switched to this form of decision making. most companies still base decisions on management experience and intuition. most companies use hippo-driven decision making. hippo stands for “the highest paid person's opinion”. this is like what happen in billy beane’s team, most of decision making process was based on experience and intuition. actually, this is not totally wrong, but the problem is, the team members trapped in decision trap; estimating and forecasting trap (hammond, et al 2003), when they are being overly influenced by vivid memories when estimating about the players’performance. there is a problem in data-driven decision making which called as dirty-data curse. in some organizations, the problem may not be about the lack of data but to understand or to know which data are clean and trustworthy is the huge challenge. (harris, 2007). in this moneyball approach, it seems that data-driven is the power of decision making over non data-driven, i.e. intuition. data-driven decision making became the first consideration in decision making. is intuition totally useless in decision making? does intuition lead to wrong decision making? kahneman and tversky (1982)depict intuitive judgments as the absence of analytical methods usage in reasoning some matters. unfortunately, this method often led into negative outcomes especially when false assumptions or logic is being used as the basis of reasoning (sadler-smith & sparrow, 2007). khatru and ng explained that intuition is part of all decision, even those based on the most real facts. thus, in summary intuition does not include as irrational process. this is happened because intuition comes up based on a person’s understanding of the situation which resulted from his or her experience. in the other hands, there are some extend situation where intuitive approach can help to choose the decision, such as: (1) when the condition demand a rapid response thus fully rational analysis approach could not be executed. (2) when there is a change in a fast pace that should be overcome. (3) when the problem that the company faced is unstructured. (4) when the rules are hard to comprehend or ambiguous. (5) when we deal with ambiguous yet conflicting information (6) there is no previous example. 62 journal the winners, vol. 16 no. 1, march 2015: 57-63  in addition, decision makers have various kinds of situations need to be faced, these situations may have different scale availability of data. some situations might have reliable and clear data, while some others might have unreliable, dirty and even scattered information to be used. however, even though the decision maker unable to articulate the pattern, most of them are still able to use their experience and knowledge (sutton, 2009). from this explanation, actually it is quite clear that in baseball decision making, the use of data driven decision making is needed.because of the availability of reliable and accurate data. but it is not about data versus intuition; but it becomes data with intuition. from moneyball approach, this paper summarizes some lesson learned related to decision making process. from the moneyball, we learn that right defining problem will give accurate answer. billy beane kept saying “we are not asking the right questions!”, because in fact, it is true, we have not tried that hard to find the real problem, not only the seen-thing but also the hidden-thing. by keep asking ourselves, it is a way to build creative thinking in order to find the right questions or problems. asking different questions is on way to get different answers, and different questions can lead to different results, the better one. billy beane realized that his team’s money is not much as their rivals. he thought that if they did what their rival did, they would lose every time, because they were doing it with three times more money than they were. the lesson learned from this decision is if we are doing what everyone else doing, we will get what everyone else is getting. beane said, “if they zig, i zag.” i this case, even if the risk were still occurred but when it is managed through a deep data analysis it will increase the robustness of the decision making. we can assume that billy beane is generally patient, however this man has no hesitation to create a huge move when he feels it’s time for it. it is in line with hammond, et al (1999), when explaining wise decision maker regarding developing plan attack; we have to be willing to stop, reassess, and reformulate our plan. conclusion moneyball proofed that data-driven decision making gives good performance and result. to do data-driven decision making, the important thing to be concerned about is the availability of data and there is no dirty data. data-driven decision making is not the best over intuition, but both of them will be a good combination in order to get robust decision making, because intuition is part of all decision, even those based on the most concrete, hard facts. in practice, the use of data-driven decision making should be implemented more than now. all organizations have to start to collect and keep their data to be used as a based in decision making process. from moneyball approaches, we get lesson learned related to decision making process, they are: (1) redefining problem, (2) if they zig, i zag, (3) know when to quit, wait and dynamic. the learned lesson will sharpen the process of decision making in order to get robust and excellent result, like the big win of the oakland atheletics in baseball league. analysis of decision making process …… (mochamad sandy triady; ami fitri utami) 63  references blackburn, c., valerdim, r. 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(1982). on the study of statistical intuitions. cognition, 11: 123-141. khatri, n., ng, h.(2000).role of intuition in strategic decision making. mark diamond research fund. new york. lewis, m. (2003).moneyball. new york: norton company. riedel, a.j. (2012).what the movie moneyball teaches us about data-driven decision making. available at www.4rmg.com(accessed 10 november 2012) sadler-smith, e, and sparrow, p. 2007. intuition in organizational decision making. lancester university management school, centre for performance-led hr. sutton, b. (2009, 1 nov).intuition vs. data-driven decision-making: some rough ideas. retrieved from http://bobsutton.typepad.com/my_weblog/2009/11/intuition-vs-datadrivendecisionmaking-some-rough-ideas.html microsoft word 07_untar_nawawi_rev1.doc factors of consumer …… (muhammad tony nawawi) 59  factors of consumer behavior that affect purchasing decisions on blackberry smartphone muhammad tony nawawi management departement, faculty of economics, tarumanagara university jl. letjen s. parman no. 1, jakarta barat 11440, indonesia tonynawawi@yahoo.com abstract this study aimed to determine factors of consumer behavior that affect to purchasing decision on blackberry smartphone with the case study in faculty of economics, tarumanagara university, jakarta. the population was all students of faculty of economics who used or were familiar with the blackberry brand mobile phone, with a sampling technique used was purposive random sampling and samples were taken by 200 students. the purpose of the study was to examine and analyze some factors that affect students in the decision to buy blackberry mobile phone brands and know the dominant factors that influence the purchase decision. the analysis used the method of multiple regression analysis and hypothesis testing and also testing conducted validity and reliability by using the help of spss (statistical program for the science society). the analysis shows that there is significant positive effect between the factors of cultural, social, personal, and psychological effect on purchasing decisions, with significance 0,000 < 0,05, and adjusted r square is worth 0,216, it means that 21,6% of purchase decisions are influenced by these factors. keywords: consumer behavior, purchasing decisions, student decisions, smartphone. introduction the development of mobile phones today has very rapidly increased, where the function of a mobile phone is not just as distance communication, but also to provide service convenience, comfort, and entertainment for its users. for example, it can be used to access the internet, email, social networking, music, video, games, and other features. today, the consumers who use the mobile phone are widely exposed to various types of products. each of them races to innovate products with different types, models, and technology, and then they tailor it to the needs of the profession, lifestyle, as well as an interest or hobby users. according to uddin, et. al., (2014), the mobile phone has diverse usages to different users in accordance with their necessities. with the dramatic increase in mobile phone usage in recent years, people take into account various factors while they decide to purchase a mobile phone. this study has put efforts to uncover the underlying factors those affect customers in choosing the mobile phone. one product of mobile phones is blackberry as a brand product from a manufacturer of mobile phones, in addition to the type of nokia, ericsson, and motorola is produced by research in motion. blackberry is first introduced in 1997 by the canadian company, research in motion that founded by a greek immigrant in city waterloo, canada. blackberry is a wireless handheld device phone that has the ability to push e-mail, facsimile, the internet, blackberry messenger, and various other wireless capabilities. privileged blackberry mainly lies in the push e-mail. by this service, customers can simply receive emails as quickly and easily receive sms (short message service). the original email has size 1 mb, but if it is accepted by the facility of blackberry push e-mail, the size could be 10 kb with fixed contents. besides that, the blackberry can also easily display attachment file 60 journal the winners, vol. 17 no. 1, march 2016: 59-66  formats such as pdf or microsoft offices like microsoft word, microsoft excel, and microsoft power point. nowadays consumer behaviors are very important for companies which aim to be successful in such an intensely competitive environment. to cope with intense competition and to influence consumer behaviors is inevitable for companies to consider the cultural, social, psychologic, and personal status of consumers. the main aim of the companies is to get the profit; therefore companies should understand behaviors of their consumers to keep the permanency of the situation and customers in buying their products. in this study, the factors affecting the consumers’ behaviors such as age and lifetimes, occupation, lifestyle, and personality are studied (yakup & jablonsk, 2012). blackberry begins to tune the consumer since first introduced in indonesia at mid-december 2004 by the operator indosat and starhub company. the users of mobile brands blackberry now are not executives anymore, but it has spread to the general public, especially the students. it makes blackberry sales increase extraordinary rapid in indonesia and can easily be found in the various mobile phone shop. the use of blackberry is now no longer to simply meet the requirements as a means of communication and information alone but has spread to the lifestyle because it gives the impression of the latest lifestyle trends and metropolis. related to this blackberry mobile communication device, the researchers want to know the dominant factors that can affect the users of blackberry mobile phones in buying this product, especially consumers’ student at the faculty of economics, tarumanagara university jakarta. based on that background, this study is conducted to determine (1) do the cultural factors have an influence on the decision to students in buying mobile brands blackberry? (2) do the social factors have an influence on the decision to the student in buying mobile brands blackberry? (3) do the personal factors have an influence on the decision to the student in buying mobile brands blackberry? (4) do the psychological factors have an influence on the decision to the student in buying mobile brands blackberry? (5) do the cultural, social, personal, and psychological factors have an influence on student's decision in buying mobile brands blackberry? while the purpose of this study is to empirically examine (1) the influence of cultural factors on product purchasing decisions of blackberry brand mobile phone on the student in faculty of economics, tarumanagara university. (2) the influence of social factors on product purchasing decisions of blackberry brand mobile phone on the student in faculty of economics, tarumanagara university. (3) personal factors influence the purchasing decision of blackberry brand mobile phone products at the student faculty of economics, tarumanagara university. (4) the influence of psychological factors on product purchasing decisions of blackberry brand mobile phone on student faculty of economics, tarumanagara university. (5) the influence of cultural, social, personal, and psychological on product purchasing decisions of blackberry brand mobile phone on students of faculty of economics, tarumanagara university. the results of this study are expected to be useful to increase knowledge and understanding consumer behavior in purchasing decisions and can be used as resources in the improvement of marketing strategies according to the needs of consumers. methods the population in this study are all the students in the faculty of economic, tarumanagara university that uses blackberry mobile brands. the sampling technique used in this research is purposive random sampling, which is one type of samples taken nonprobability sampling. where it has been determined the goal, which is expected to achieve the objectives of this study. the sample in this study is 200 students of economic faculties tarumanagara university that uses/and knows mobile brands blackberry by distributing the questionnaires to students to be filled by the conditions. factors of consumer …… (muhammad tony nawawi) 61  the validity test is used to determine the level of validity of the instrument (questionnaire) that used in data collection. this kind of test is performed to determine whether the items presented in the questionnaire really able to express exactly what will be studied. it is obtained by any score indicators correlate with the total score of the indicator variable, then the correlation results are more than the critical value at 0,05 significant level. an instrument is said to be valid if it is able to measure what is desired, and the high and low of the validity of the instrument indicates the extent to which the data collected does not deviate from the description of the variables in question. according to sugiyono (2012), “the means used is the analysis of items, where each value in each of the questions are correlated with the total value of all questions to a variable that using the product moment correlation formula”. the minimum requirement that is considered valid is the value of r count > r table of values. or a question is declared as invalid if the item total correlation value correction that question has the value greater than or equal 0,30. the value of validity test of these variables can be seen in table 1. table 1 item-total statistics variabel valid (corrected item-total correlation) culture 0,469 social 0,449 personal 0,606 psychological 0,449 purchasing decision 0,508 source: primary data (processed spss) based on primary data that has been processed with spss, then each item-total correlation weighting variables have values above 0,30 as the minimum requirement. this shows that all the variables in this study declared invalid, as seen in table 2. table 2 reliability statistics variabel cronbach's alpha n of items culture 0,649 3 social 0,629 3 personal 0,765 3 psychological 0,630 3 purchasing decision 0,687 3 source: primary data (processed spss) reliability testintends to determine the consistency of measuring instruments in use or in other words the instruments have consistent results when used repeatedly at different times.arikunto (2010) has said that for reliability test used cronbach alpha technique, in which an instrument can be said to be reliable if you have or alpha reliability coefficient of 0,6 or more. based on primary data that has been processed and analyzed using spss, then each item cronbach's alpha generates weighting variables cronbach alpha values > 0.60 as the minimum requirements. it shows that all the variables in this study revealed reliable. based on the analysis using spss, it can be seen the hypothesis testing in table 3. 62 journal the winners, vol. 17 no. 1, march 2016: 59-66  table 3 t test coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1,087 0,251 4,327 0,000 culture 0,171 0,076 0,197 2,252 0,025 social 0,134 0,063 0,154 2,125 0,035 personal 0,060 0,055 0,074 1,087 0,278 psychological 0,189 0,066 0,217 2,887 0,004 a. depenent variable: purchasing decision source: primary data (processed spss) based on the results of table 3, the regression equation can be formulated as follows : y = 1,087 + 0,171 x1 + 0,134 x2 + 0,060 + 0,189 x3 x4 + e (1) explanation of the results of the regression equation in table 3 is if x1, x2, x3, and x4 value = 0, then the sum of the values of y = 1,087 units. if there is a change to value x1 for one unit and the other variables constant, the value of y will experience an increase by 0,171 units. while if there is a change to value x2 by 1 unit and the other variables constant, the value of y will experience an increase by 0,134 units. if there is a change to value x3 for 1 unit and the other variables constant, the value of y will experience an increase by 0,060 units. if there is a change to the value x4 by one unit and the other variables constant, the value of y will experience an increase by 0,189 units. explanation t-test results of each variable to answer the hypothesis in this study is as following (1) based on the results of the analysis conducted on spss calculations that significant value cultural variables, which means sig 0,025 < 0,05. in addition, the t count equal to 2,252 is bigger than t table with the 5% significance produced t table of 1,645. therefore, the hypothesis ho is rejected, and ha is accepted hypothesis. this means that there is the significant influence of cultural factors on purchasing decisions. (2) based on the results of the analysis conducted on spss calculation that values the significance of social variables, which means sig 0,035 < 0,05. in addition, the results amounted to 2,125 t arithmetic is greater than t table with the 5% significance produced t table of 1,645. therefore, the hypothesis ho is rejected, and ha is accepted hypothesis. this means that there is significant influence of social factors on purchasing decisions. (3) based on the results of the analysis conducted on the calculation of spss that the significant value of the private variable of 0,278 which means sig < 0,05. in addition, the results amounted to 1,087 t is smaller than the t table with the 5% significance produced t table of 1,645. therefore, the hypothesis ho is accepted, and ha is rejected hypothesis. this means that there is no significant influence of personal factors on purchasing decisions. (4) based on the results of the analysis conducted on the calculation of spss that psychological variables the significant value of 0,004, which means sig < 0,05. in addition, the results amounted to 2,887 t arithmetic is greater than t table with the 5% significance produced t table of 1,645. therefore, the hypothesis ho is rejected, and ha is accepted hypothesis. this means that there is significant influence of psychological factors on purchasing decisions. (5) based on the results of the analysis conducted on the calculation of spss (test results from f/test anova) that the value of variable significance of 0,000 which means sig < 0,05. in addition, the results amounted to 14,705 f count is greater than the f table with the 5% significance and df 4 and 195 produced 2,467 f table. therefore, the hypothesis ho is rejected, and ha is accepted hypothesis. this means that there is significant influence of cultural, social, personal, and psychological simultaneously on purchasing decisions. factors of consumer …… (muhammad tony nawawi) 63  table 4 model summary model r r square adjusted r square std. error of the estimate 1 0,481a 0,232 0,216 0,66249 a. predictors: (constant), psychological, personal, social, cultural b. depenent variable: purchasing decision table 4 explains that the regression coefficient (r) of 0,481 (48,1%), which means independent variables that can explain the effect of 48,1% and the remaining 51,9% is explained by other variables outside this research model.below is the result off test that are made: table 5 anovab model sum of squares df mean square f sig. 1 regression 25,815 4 6,454 14,705 0,000a residual 85,584 195 0,439 total 111,399 199 a. predictors: (constant), psychological, personal, social, cultural b. depenent variable: purchasing decision based on the results from table 5, it can be seen the significance of a variable factor of cultural, social, personal, psychological, and purchasing decisions is 0,000. it means that compared to the alpha (α) = 0,05, the value is still below it, so that it can be concluded that the concurrent significant influence these factors influence consumer purchasing decisions, or at least one variable x affects y with a 95% confidence level. results and discussions consumer behavior by swastha et al., (2012) is defined as the activities of individuals who are directly involved in obtaining and using goods and services, including the decision-making process on the preparation and determine the specific activities. while according to schiffman, et al., (2011), consumer behavior is the behavior exhibited by consumers in search of the purchase, use, evaluation and replacement products, and services that able to satisfy their needs. factors that influence consumer behavior is the cultural, social, personal, psychological. most of these factors are not considered by marketers but in fact should be taken into account to determine how far the factors that affect consumer behavior consumer purchases (kotler & keller, 2012). it can be seen in figure 1. factors that influence consumer behavior is the cultural, social, personal, psychological. most of these factors are not considered by marketers but in fact should be taken into account to determine how far the factors that affect consumer behavior consumer purchases (kotler & keller, 2012). it can be seen in figure 1. figure 1 factors affecting consumer behavior (source: kotler & keller, 2012) cultural factors : .culture .subcultures .social class social factors : .reference .family .roles and status personal factors : .age .work economic .lifestyle psychological factors : .motivation .perception learning .attitude 64 journal the winners, vol. 17 no. 1, march 2016: 59-66  figure 1 states that culture is what determining the desire and behavior to get the most basic values, perceptions, preferences, and behaviors of other important institutions. cultural factors provide the most comprehensive and influence in the behavior of consumers. marketers need to know the role played by culture, subculture, and social class. culture is a set of basic values, perceptions, desires, and behavior that learned by a member of the community of family and other important institutions. according to kotler and armstrong (2012) have included in this culture is a culture shift as well as the values in the family. while subculture is a group of people with a separate value system based on experience and common life situations. sub-cultures include nationality, religious, racial, and geographic region. and then the social class division of society is relatively permanent and organized by the members embraced the values, interests, and behavior that are similar. social class division of society is relatively homogeneous and permanent structured hierarchically and whose members embrace the values, interests, and similar behavior. social class is determined by a single factor, such as revenue but measured as a combination of occupation, income, education, wealth, and other variables. in some social systems, members of different classes maintain a certain role and cannot change their social position. consumer behavior is also influenced by social factors, namely group, family, and the role and status. the group is two or more people who interact to achieve individual or collective goals. some of the primary groups that have a regular but informal interaction, such as family, friends, neighbors, and colleagues. some of the secondary group, which has a more formal interaction and less regular. it includes organizations such as religious groups, professional associations, and unions. while the family is the organization that most important purchased by consumers in the community and have been thoroughly studied. marketers are interested in the role and influence of the husband, wife, and children in purchasing a variety of products and services. whereas, role consists of expected activity carried out by someone according to people who are nearby. each role carries a status reflecting an award that given by people. people often choose products that show their status in society. the personal factor is defined as a person's psychological characteristics that are different from other people to cause a response relatively consistent and enduring to the environment. buying decisions are also influenced by personal characteristics, namely (1) the age and stage of life cycle. people change the goods and services that they buy during his lifetime. taste for food, clothing, furniture, and recreation are often associated with age. buying is also shaped by the family life cycle stages that may be passed by the family in accordance with maturity. marketers often determine the target market in the form of life cycle stages and develop appropriate products and marketing plans for each stage. (2) work, one's job affects goods and services that they purchase. marketers try to identify the occupational groups who have an interest in the above-average products and services. a company can even specialize in marketing the product according to specific occupational groups. (3) the economic situation, the current economic situation will affect the choice of products. marketer of products that are sensitive to income observing trends in personal income, savings, and the level of interest. when the economic indicators point to recession, marketers can take steps to redesign, reposition, and change the product's price. (4) lifestyle, the pattern of a person's life that is embodied in the activities (work, hobbies, shopping, sports, social activities), interests (food, fashion, family, recreation), and opinions that are more than just a social class and a person's personality, lifestyle featuring patterns react and interact with someone overall in the world. (5) personality and selfconcept, personality of each person clearly affect behavior to buy it. personality refers to the unique psychological characteristics that cause a response relatively consistent and enduring to the environment itself. personality is usually described in terms of properties such as self-confidence, dominance, easy to get along, autonomy, self-defense, adaptability, and aggressiveness. personality can be useful for analyzing consumer behavior for the selection of specific products or brands. the last factor that influences consumer behavior is psychological factors. it is as part of the influence of environment where someone’s live in the presentwithout ignoring the influence of the past or anticipating the future. factors of consumer …… (muhammad tony nawawi) 65  consumer decision in buying a product is influenced by many factors, both from within oneself and from beyond the self or the environment. consumer behavior is a process a customer in making a buying decision, using and set goods and services purchased including the factors that influence purchasing decisions and product usage (lamb et al., 2010). the main factor influencing consumer behavior is the need factors such as culture and social class. meanwhile, according to berkowitz (2010), there are four factors affecting consumer purchase decisions, some of them are socio-cultural influences. the main factor influencing consumer behavior is the need factors such as culture and social class. social factors such as the reference group, the family, the role and social status of consumers, personal factors such as age, stage of life cycle, personality and self-concept, and psychological factors such as motivation, perception, learning beliefs, and attitudes. meanwhile, according to berkowitz (2010), there are four factors that influence consumer purchase decisions, namely the influence of situational (situational influences), the psychological influences, the influence of sociocultural, and the influence of marketing mix. while, the main factor influencing consumer behavior is the need factors such as culture and social class. personal factors such as age, stage of life cycle, personality and self-concept also influence consumer purchase decisions. according to berkowitz (2010), there are four factors that influence consumer purchase decisions, namely the influence of situational, the psychological influences, the influence of socio-cultural, and marketing mix influences. from these four factors, psychological factors are factors that arise from the consumers themselves. berkowitz (2010) has said that psychological factors that influence consumer decisions can be translated into five variables, namely motivation, personality, perception, attitude, and lifestyle. these five variables also give influence to the brand image in the minds of consumers. psychological factors include motivation, perception, learning beliefs, and attitudes. there are four factors that influence consumer purchase decisions that one of them is a psychological impact (psychological influences), in which psychological factors are factors that arise from within consumers. psychological factors that influence the consumer's decision can be translated into five variables, namely motivation, personality, perception, attitude, and lifestyle (berkowitz, 2010). this hypothesis is a temporary answer to the problem of research that the truth remains to be tested empirically. fromthe formulation ofthe problem, research objectives, the theoretical basis, which have been embodied in a theory can be seen in figure 2. h5 h1 h2 h3 h4 figure 2 relationship between researchvariables (source: kotler, 2009)         cultural social personal psyhological purchasing decision 66 journal the winners, vol. 17 no. 1, march 2016: 59-66  based on the theoretical framework above, it can be formulated hypothesis as follows (a) there is a significant influence of cultural factors on students’ decision in buying mobile brands blackberry; (b) there is a significant influence of social factors on students’ decision in buying mobile brands blackberry; (c) there is a significant influence of personal factors on student’s decision in buying mobile brands blackberry; (d)there is a significant influence of psychological factors on students’ decision in buying mobile brands blackberry; (e)there is a significant influence of cultural factors, social, personal, and psychological factors to student’ decisionin buying mobile brands blackberry. conclusions based on the analysis and discussion, it can be concluded that (1) there is a significant influence of cultural factors on purchasing decisions. (2) there is a significant influence of social factors on purchasing decisions. (3) there is a significant influence of personal factors on purchasing decisions. (4) there is a significant influence of psychological factors on purchasing decisions. (5) there is a significant influence of cultural, social, personal, and psychological simultaneously on purchasing decisions. references arikunto, s. (2010). research procedure a practical approach. jakarta: rineka reserved. berkowitz, e. n., kerin, r. a., & hartley, s. w. (2010). marketing (6th ed). newyork: mcgraw hill. kotler, p. (2009 ). marketing management. millennium edition. jakarta: prenhalindo. kotler, p., & armstrong, g. (2012). principles of marketing (14th ed). new jesey: printice – hall. kotler, p., keller., lane, k. (2012 ). marketing management (14th global ed). new jesey: printice – hall. lamb., charles, w., hair, j. f., mcdaniel, c. (2010). marketing. jakarta: salemba empat. schiffman, l. g., & kanuk, l. l. (2011). consumer behavior (9th ed). new jersey: printice hall. sugiyono. (2012). business research methods. bandung: alfabeta. swastha, b. d., & handoko, t. h. (2012). marketing management consumer behavior analysis (4th ed). yogyakarta: bpfe. uddin, md. r., lopa, n. z., & oheduzzaman, md. (2014). factors affecting customer’s buying decisions of mobile phone: a study on khulna city, bangladesh. international journal of managing value and supply chains (ijmvsc), 5 (2), 21 – 28. yakup, d., & jablonsk, s. (2012). integrated approach to factors affecting consumers purchase behavior in poland and an empirical study. global journal of management and business research, 12(15), 60 – 87. microsoft word 03_budiman notoatmojo_peranan gender dalam usaha tani.doc journal the winners, vol. 2 no. 2, september 2001: 116-129 116 peranan gender dalam usaha tani di kawasan indonesia bagian timur budiman notoatmojo1 abstract the role of gender is dominant in agriculture development and income, especially the role of the housewife. they are dominant in house duties, controlling the financial, children’s education, village or farm events, and increase the income for their families. the research’s aims are to determined the role of gender in the household, farming, project activities in doing rural activities, and in increasing farmer’s income based on the research done in north sulawesi, south sulawesi, and gorontalo. it can be concluded that the housewife’s role in doing daily chores, decising, farming activities, doing farming activities, joining rural activities, and increasing the family income are more dominant than male. keywords: gender, farm agriculture abstrak peran gender sangat dominan dalam pembangunan usaha tani dan peningkatan pendapatan petani. peran ibu rumah tangga sangat dominan dalam menyelesaikan tugas dan urusan rumah tangga, memegang kendali keuangan rumah tangga, dan mengatur pendidikan anak. tujuan penelitian untuk menentukan peran gender dalam rumah tangga, usaha tani, kegiatan proyek dalam melakukan aktivitas pedesaaan, dan dalam meningkatkan pendapatan petani berdasarkan penelitian yang dilakukan di sulawesi utara, sulawesi selatan, da gorontalo. dapat disimpulkan bahwa peran ibu rumah tangga dalam melakukan aktivitas sehari-hari, membuat keputusan, melakukan kegiatan pertanian, dan meningkatkan pendapatan lebih dominan daripada laki-laki. kata kunci: peranan gender, usaha tani ternak 1 peneliti senior balitbang, deptan ri & staf pengajar fakultas ekonomi, ubinus, jakarta peranan gender dalam usaha tani… (budiman notoatmojo) 117 pendahuluan latar belakang dalam rangka pemerataan pembangunan di indonesia, kawasan timur indonesia (kti) merupakan suatu kawasan yang menjadi prioritas untuk dipacu pengembangannya, guna memperkecil ketinggalannya dari kawasan barat atau kawasan lainnya di indonesia. percepatan pembangunan di kawasan timur dapat menyeimbangkan derap pembangunan di indonesia, sekaligus memanfaatkan potensi yang tersedia di kawasan itu untuk meningkatkan kesejahteraan masyarakat luas. salah satu upaya pemerintah untuk mempercepat pembangunan kawasan timur indonesia dengan melaksanakan proyek pengembangan usaha tani dan ternak (putkati) di kawasan itu. proyek pengembangan usaha tani dan ternak merupakan proyek terpadu yang melibatkan tiga subsektor, yaitu subsektor peternakan sebagai leading subsektor, subsektor perkebunan, tanaman pangan, dan hortikultura sebagai subsektor pendukung. tujuan proyek adalah meningkatkan pendapatan petani berpendapatan rendah di lokasi proyek, pembangunan usaha tani sebagai unit usaha terpadu pemanfaatan sumber daya lahan secara berdaya guna dan berhasil guna meningkatkan populasi ternak, dan pemerataan pendapatan petani. dalam rangka mencapai tujuan tersebut, proyek pengembangan usaha tani dan ternak (putkati) mengembangkan dan melaksanakan berbagai komponen kegiatan di antaranya (a) penyebaran ternak sapi sebanyak 41.800 ekor kepada 19.000 petani dan 20.000 ekor kambing kepada 9.000 petani; (b) membangun dan meningkatkan prasarana dan sarana penunjang yang meliputi empat buah holding ground, 14 buah satuan pelayanan terpadu, 9 buah poskeswan, 33 pos pembantu pelayanan kesehatan hewan dan pembangunan jalan desa 100 km dan lima buah jembatan gantung; (c) menyediakan agro input sebanyak 28 000 paket; (d) mengadakan fasilitas penunjang yang meliputi kendaraan bermotor, peralatan pertanian, peralatan penyuluhan, peralatan kantor dan peralatan ib; (e) meningkatkan kelembagaan petani; (f) meningkatkan pengetahuan dan keterampilan petani dan petugas proyek melalui pelatihan dan penyuluhan; (g) pengembangan produksi vaksin penyakit jembrana di bpph denpasar melalui penyediaan peralatan laboratorium; dan (h) menyediakan jasa konsultan. pembiayaan proyek berjumlah us$ 34,260,000, yang berasal dari dana ifad sebesar us$ 13,800,000, idb us$ 6,8484,000, pemerintah new zealand sebesar us$ 1,401,000 dan dana pemerintah ri sebesar us$ 12,208,000. evaluasi dampak proyek didesain untuk menyusun suatu data dasar (base line data) tentang sumber daya pertanian yang terdapat di lokasi proyek meliputi sumber daya ternak, usaha tani, sumber daya manusia (petani dan petugas), kelembagaan petani, pola pertanian, pendapatan serta faktor-faktor sosial dari kelompok sasaran (target group) yang terlibat dalam proyek. data tersebut akan dipergunakan sebagai standar penelitian dalam mengevaluasi dampak proyek. dampak proyek yang akan dievaluasi didasarkan pada rekomendasi hasil supervisi unops yang meliputi peningkatan gizi dan ketahanan pangan keluarga, peranan wanita tani dalam menunjang kegiatan proyek, dampak proyek terhadap peningkatan pendapatan keluarga, journal the winners, vol. 2 no. 2, september 2001: 116-129 118 dampak pelatihan petani/kelompok tani, dan staf proyek terhadap peningkatan sumber daya manusia dalam menunjang pelaksanaan kegiatan proyek dan pengaruh desentralisasi terhadap pelaksanaan proyek. peranan gender di indonesia putkati merupakan proyek terpadu antara subsektor peternakan (sebagai “executing agency”), tanaman pangan dan hortikultura, dan perkebunan (sebagai “supporting agency”) yang bertujuan sebagai berikut. 1. meningkatkan pendapatan petani berpendapatan rendah; 2. pembangunan usaha tani sebagai usaha terpadu; 3. pemanfaatan sumber daya lahan secara optimum dan ramah lingkungan; 4. peningkatan populasi sapi bali; dan 5. pemerataan pendapatan petani melalui penyebaran ternak kepada petani miskin. sesuai dengan tujuan tersebut, sangat wajar apabila peran “gender” sangat penting. hal itu dapat dimengerti karena dari hasil penelitian yang sudah ada (siwi, 1997), peran gender sangat dominan dalam pembangunan usaha tani, dan peningkatan pendapatan petani. peran gender juga sangat menentukan dalam usaha tani ternak dan usaha penyebaran ternak oleh pemerintah (sri wahyuni, 1997). oleh karena putkati sudah dilaksanakan sejak tahun 1996/1997, diharapkan peran gender sudah menjadi agenda kegiatan utama putkati sehingga hasilnya akan sesuai dengan yang direncanakan seperti diketahui, populasi wanita di indonesia melebihi jumlah pria, yaitu mencapai 51 % dan cenderung meningkat setiap tahunnya, sebagian besar (66%) hidup di pedesaan dan bekerja di sektor pertanian. terdapat sekitar 15,9 juta wanita bekerja di sektor pertanian dan akan terus bertambah sampai 41,3 juta pada tahun 2000. oleh karena itu, tingkat partisipasinya di dalam tenaga kerja juga meningkat, yaitu 46% tahun 1980, 54% tahun 1990, dan 64% tahun 1996 (bps, 1996). di sisi lain, terjadinya kerusakan lahan dan menyempitnya lahan pertanian telah mendorong pemerintah untuk mempersiapkan wanita menjadi tenaga kerja. baharsyah (1997) menyatakan bahwa dalam pembangunan pertanian, perlu lebih banyak perhatian untuk memperdayakan sumber daya wanita. lebih jauh lagi wasito (1998) menekankan bahwa perempuan sebagai bagian dari sumber daya manusia perlu diberdayakan supaya tidak menjadi beban negara. murpratomo (1992) mengumumkan bahwa diversifikasi pertanian melalui integrasi peternakan ke dalam usaha ani merupakan usaha efektif. akan tetapi, masih terdapat sejumlah masalah dan hambatan dalam memajukan usaha peternakan. masalah utama adalah kekurangan teknologi akibat rendahnya produktivitas disertai sistem pemasaran yang tidak efisien dan kurang teroganisir (suhaji, 1991). menurut strategi pembangunan, peternakan harus diarahkan ke peternak kecil yang memiliki ciri–ciri semua kegiatan dikerjakan oleh keluarga dan ketrampilan rendah dengan alat sederhana. sehubungan dengan hal tersebut, pengembangan peternakan hendaknya ditempuh melalui peningkatan pengetahuan peternak disertai introduksi teknologi tepat guna. tujuan tujuan studi evaluasi peran gender di putkati sebagai berikut. peranan gender dalam usaha tani… (budiman notoatmojo) 119 1. menentukan peran gender di rumah tangga; 2. menentukan peran gender di usaha tani ternak; 3. menentukan peran gender dalam kegiatan proyek; 4. menentukan peran gender dalam melaksanakan kegiatan di pedesaan; 5. menentukan peran gender dalam meningkatkan pendapatan petani; 6. menentukan masalah yang dihadapi dalam pelaksanaan proyek dan dampak yang diperoleh dari hasil proyek. metodologi penelitian 1. teknik pendekatan teknik pendekatan yang dipakai (a) lokasi penelitian; (b) klasifikasi wilayah penelitian berdasarkan zone; (c) kerangka penarikan contoh dan jumlah responden; (d) pengelompokkan rumah tangga petani berdasarkan luas penguasaan lahan dan pendapatan per kapita; dan (e) metode analisis data. hasil analisis dijadikan dasar untuk mengevaluasi dampak proyek putkati pada masing-masing wilayah. pendekatan logical framework (log-frame) digunakan agar kegiatan itu dapat dilaksanakan dengan hasil yang terukur (accountable) log-frame baseline disajikan pada lampiran i yang mencakup tujuan akhir (goal), manfaat (outcomes), luaran (outputs), kegiatan (activities) (fardiaz dkk., 1999). benchmark survey didasarkan pada hasil surpervisi unops. survei dilakukan dengan kuesioner terstruktur dan semistruktur. pengumpulan data primer di tingkat petani maupun informan kunci dilakukan dengan wawancara yang mencakup hal berikut. a. sumber daya yang ada; b. penggunaan sumber daya; c. rumah tangga; d. sasaran dan keinginan (di) rumah tangga petani; e. komunitas; f. dukungan kelembagaan; g. masalah dan kendala; h. kesempatan untuk perbaikan/pengembangan. 2. kerangka pemikiran analisis gender adalah metode penelitian untuk identifikasi sebagai berikut. a. profil kegiatan untuk menjawab siapa dan melakukan apa; b. profil akses dan kontrol untuk mengetahui siapa yang memiliki akses dan kontrol terhadap sumber daya dan keuntungan; c. faktor yang mempengaruhi kegiatan, akses, dan kontrol untuk menjawab bagaimana dan mengapa (kerstan, 1993). sementara itu, fao dan iirr (1995) menekankan bahwa analisis gender menolong dalam hal berikut. journal the winners, vol. 2 no. 2, september 2001: 116-129 120 1. mendesain program yang dapat membedakan antara berbagai peranan, interest, dan kebutuhan laki-laki dan perempuan; 2. meningkatkan peranan produktif dari wanita tanpa menambah beban mereka; 3. menciptakan proyek yang mendorong kemitraan antara laki-laki dan perempuan dalam menentukan masa depan mereka. kedua metode tersebut sesuai dalam tujuan studi. hal itu sesuai pula dengan dengan anjuran hasil penelitian syarief (1997) dan baharsyah (1997) yang menekankan pentingnya peranan analisis gender dalam pembangunan pertanian. lokasi penelitian lokasi proyek meliputi propinsi sulawesi utara (kabupaten minahasa, bolaang mongondow), propinsi gorontalo (kabupaten gorontalo dan bualerno), propinsi sulawesi selatan (kabupaten bulukumba, polmas, mamuju, luwu dan luwu utara). data dan sumber data klasifikasi dampak proyek berdasar rekomendasi hasil supervisi unops yang meliputi peningkatan gizi dan ketahanan pangan, peranan wanita tani, pendapatan keluarga tani, hasil pelatihan, dan pengaruh desentralisasi dari hasil pelaksanaan proyek penarikan contoh dan model analisis penarikan contoh acak lengkap berdasar klasifikasi dampak dan target group maka dilakukan system stratified purposive random sampling. stratifikasi berdasar target group penerima proyek dan tidak penerima proyek, petani, wanita tani, staf proyek (untuk dampak pelatihan), staf di dalam dan di luar proyek (untuk dampak desentralisasi), dan stratifikasi berdasar lokasi. survei dilakukan dengan kuesioner terstruktur dan semistruktur. pengumpulan data primer di tingkat petani maupun informan kunci dilakukan dengan wawancara yang mencakup (a) karakteristik rumah tangga tani; (b) struktur penguasaan lahan; (c) struktur pendapatan; (d) struktur pengeluaran; (e) tingkat penerapan teknologi dan struktur ongkos; (f) persepsi petani; dan (8) kendala. jumlah responden mencapai 162 yang terbagi atas wanita tani 27, petani 63, staf proyek 18, staf di luar proyek 18, dan respoden di luar proyek sebanyak 36 orang. di samping itu, dilakukan wawancara kepada kelompok tani, kelompok petani putkati, dan kelompok wanita tani/arisan/simpan pinjam. metode analisis yang digunakan adalah analisis before dan after proyek yang didasarkan pada rekomendasi hasil supervisi unops. analisis deskriptif dan tabulasi silang digunakan untuk memperoleh informasi yang komprehensif tentang data hasil evaluasi dampak proyek. peranan gender dalam usaha tani… (budiman notoatmojo) 121 pembahasan dari hasil kuesioner dan wawancara yang telah dilaksanakan kepada wanita tani responden, diperoleh hasil sebagai berikut. i. karakteristik rumah tangga pada umumnya, wanita tani memegang kendali dalam semua kegiatan rumah tangga, mulai dari memasak, mengurus anak, membersihkan dan membereskan rumah tangga dan sekitarnya. kecuali di propinsi gorontalo, hanya 67% dari wanita tani yang menangani kegiatan rumah tangga, baik dari kabupaten gorontalo maupun dari kabupaten bualeno. ii. keragaan usaha tani untuk tugas dan pekerjaan usaha tani, peranan wanita tani sangat bervariasi, baik dari lokasi maupun dari macam pekerjaan. adapun rincian diferensiasi peranan tersebut sebagai berikut. 1. peranan wanita tani paling dominan dalam mengatur keuangan pengeluaran kegiatan usaha tani, di sul sel dan sulut 100% dan di gorontalo 67%. 2. disusul dengan kegiatan menjual hasil usaha tani, peranan wanita tani mencapai 71% yang terinci untuk sulsel 82%, sulut 75%, dan gorontalo 33%. 3. peranan mereka juga masih dominan untuk memutuskan peminjaman uang atau faktor produksi (59%), yakni 75% wanita tani di sulut masih memutuskan masalah keuangan usaha tani sedangkan sulsel sebanyak 64 % dan, gorontalo masih cukup besar 33%. 4. untuk kegiatan bercocok tanam, ternyata peranan wanita tani masih lebih dominan dari laki, yaitu sebanyak 54%, wanita tani sulsel mencapai 43%, sulut 100 %, dan gorontalo sebesar 33%. 5. untuk kegiatan usaha tani ternak, ternyata 52% wanita tani di daerah proyek lebih berperan dari pada suaminya/ laki-laki 6. sedangkan kegiatan yang menentukan komoditi yang akan diusahakan, kaum lelaki masih lebih menentukan (peranan wanita tani hanya sebesar 7 % , itu saja hanya di sulut). 7. begitu juga halnya keputusan untuk menentukan waktu tanam, panen pengadaan pupuk dan keputusan untuk pengadaan faktor produksi, peranan wanita tani baru mencapai 7 %, 7%, dan 11%. iii. kegiatan proyek dalam menyukseskan kegiatan proyek, ternyata peranan gender masih cukup menentukan. para wanita tani (44 %) secara meyakinkan ikut aktif dalam proyek, 49% aktif dalam pengelolaan ternak yang telah disebarkan dari proyek dan 50 % yang berkaitan dengan menjual hasil ternak proyek, serta 25 % berkeputusan untuk melanjutkan kegiatan proyek iv. keragaan di tingkat pedesaan sebagai penduduk desa, peranan wanita tani ternyata juga sangat nenentukan suksesnya pembangunan pedesaan dan peningkatan kesejahteraan keluarga. dari hasil survei, 62% wanita journal the winners, vol. 2 no. 2, september 2001: 116-129 122 tani ikut secara aktif dalam kegiatan pkk (70%), kegiatan proyek di tingkat pedesaan/kampungnya (58 %), dan kegiatan organisasi wanita tani lainnya, seperti kelompok tani (61 %). v. kegiatan untuk menambah pendapatan keluarga dalam kegiatan untuk menambah pendapatan keluarga, ternyata peranan wanita tani sangat menentukan. mereka sangat aktif dalam berdagang (53%), beternak (38 %), dan membantu suami berusaha/berdagang (29%). vi. dampak dalam menentukan dampak yang dirasakan bermanfaat, 54% responden menyatakan hasil penggunaan pupuk khususnya dari penggunaan ternak dalam usaha tani terpadu sangat menentukan keberhasilan usaha taninya vii. masalah masalah yang dihadapi dalam pelaksanaan kegiatan proyek adalah penyakit ternak (23%) dan kematian induk (14 %). viii. keragaan peranan gender di tiap propinsi bila analisis peranan wanita tani dilihat dari lokasi proyek maka hasilnya sebagai berikut. 1. daerah sulawesi utara tabel 1 keragaan umum di sulawesi utara kabupaten tugas rumah tangga tugas usaha tani dalam proyek kegiatan desa menambah pendapatan keluarga minahasa 100 % 59 % 42 % 89 % 45 % bolang mangondow 100 % 44 % 19 % 58 % 25 % sulawesi utara 100 % 52 % 31 % 74 % 35 % secara rinci, dari tiap kegiatan terdapat subkegiatan sebagai berikut. peranan gender dalam usaha tani… (budiman notoatmojo) 123 tabel 2 keragaan gender pada usaha tani di sulawesi utara subkegiatan usahatani kab. minahasa kabupaten bolang mongandow propinsi sulawesi utara bercocok tanam 67 % 100 % 86 % beternak 100 % 50 % 71 % menentukan komoditi yang diusahakan 33 % 0 % 14 % mengatur keuangan usaha tani 100 % 100 % 100 % menentukan waktu ber usahatani 33 % 0 % 14 % menentukan pengadaan faktor produksi 33 % 0 % 14 % mencari faktor produksi 0 % 0 % 0 % menjual hasil usaha tani 100 % 75 % 86 % meminjam uang / faktor produksi 67 % 75 % 71 % tabel 3 keragaan proyek di sulawesi utara kegiatan proyek kab. minahasa kabupaten bolang mongandow propinsi sulawesi utara aktif ikut 33 50 43 pelaksana pengelola ternak 67 25 43 menjual hasil usaha 50 25 43 meneruskan kegiatan lanjutan proyek 33 25 29 tabel 4 keragaan di pedesaan provinsi sulawesi utara kegiatan di pedesaan kab. minahasa kabupaten bolang mongandow propinsi sulawesi utara ikut kegiatan pkk 100 75 87 ikut kegiatan proyek didesa/ kampung 100 50 71 ikut kegiatan wanita tani lainnya 67 50 57 journal the winners, vol. 2 no. 2, september 2001: 116-129 124 tabel 5 keragaan untuk menambah pendapatan di provinsi sulawesi utara kegiatan untuk menambah pendapatan kab. minahasa kabupaten bolang mongandow propinsi sulawesi utara berdagang 100 50 57 membantu usaha suami 0 25 14 beternak 33 25 29 2. propinsi gorontalo tabel 6 keragaan umum di prop. gorontalo kabupaten tugas rumah tangga tugas usaha tani dalam proyek kegiatan desa menambah pendapatan keluarga kab.bualeno 67% 33% 59% 67% 67% kab.gorontalo 67% 19% 59% 67% 56% prop.gorontalo 67% 26% 59% 67% 50% secara rinci, dari tiap subkegiatan sebagai berikut. tabel 7 keragaan gender pada usaha tani/kabupaten di prop. gorontalo subkegiatan usaha tani kab. bualemo kabupaten gorontalo propinsi gorontalo bercocok tanam 33 33 33 beternak 66 33 50 menentukan komoditi yang diusahakan 0 0 0 mengatur keuangan usaha tani 67 67 67 menentukan waktu berusahatani 0 0 0 menentukan pengadaan faktor produksi 33 0 17 mencari faktor produksi 0 0 0 menjual hasil usaha tani 33 33 33 meminjam uang / faktor produksi 67 0 33 peranan gender dalam usaha tani… (budiman notoatmojo) 125 tabel 8 keragaan proyek di prop. gorontalo kegiatan proyek kab. bualeno kabupaten gorontalo propinsi gorontalo aktif ikut 67 67 67 pelaksana pengelola ternak 67 67 67 menjual hasil usaha 67 67 67 meneruskan kegiatan lanjutan proyek 33 33 33 tabel 9 keragaan di pedesaan prop. gorontalo kegiatan proyek kab. bualemo kabupaten gorontalo propinsi gorontalo ikut kegiatan pkk 67 67 67 ikut kegiatan proyek di desa / kampung 67 67 67 ikut kegiatan wanita tani lainnya 67 67 67 tabel 10 keragaan untuk menambah pendapatan di prop. gorontalo kegiatan untuk menambah pendapatan kab. bualeno kabupaten gorontalo propinsi gorontalo berdagang 67 67 67 membantu usaha suami 67 0 33 beternak 67 33 50 journal the winners, vol. 2 no. 2, september 2001: 116-129 126 3. propinsi sulawesi selatan tabel 11 keragaan umum di prop. sulawesi selatan kabupaten tugas rumah tangga tugas usaha tani dalam proyek kegiatan desa menambah pendapatan keluarga bulukumba 80 33 13 0 13 polmas 93 44 33 33 25 mamuju 87 37 42 100 88 luwu 93 33 33 56 33 luwu utara 100 41 33 33 75 propinsi sulsel 91% 37% 27% 48% 26% secara rinci, tiap kegiatan mempunyai subkegiatan sebagai berikut. tabel 12 keragaan gender pada usaha tani/kabupaten di prop. sulawei selatan macammacam sub kegiatan usahatani kab. bulu kumba kabupaten polmas kab. mamuju kab. luwu kab. luwu utara propinsi sulawesi selatan bercocok tanam 0 67 33 33 67 43 beternak 0 33 33 33 67 36 menentukan komoditi yang diusahakan 0 0 0 0 0 0 mengatur keuangan usaha tani 100 100 100 100 100 100 menentukan waktu ber usaha tani 0 0 0 0 0 0 menentukan pengadaan faktor produksi 0 0 0 0 0 0 peranan gender dalam usaha tani… (budiman notoatmojo) 127 tabel 12 keragaan gender pada usaha tani/kabupaten di prop. sulawei selatan (lanjutan) mencari faktor produksi 0 0 0 33 0 7 menjual hasil usaha tani 100 100 67 100 67 79 meminjam uang/ faktor produksi 100 100 67 33 67 64 tabel 13 keragaan proyek di prop. sulawesi selatan kegiatan proyek kab. bulu kumba kabupaten polmas kab. mamuju kab. luwu kab.lu wu utara propinsi sulawesi selatan aktif ikut 0 33 0 33 33 21 pelaksana pengelola ternak 0 33 33 33 67 36 menjual hasil usaha 50 33 33 33 33 36 meneruskan kegiatan lanjutan proyek 0 33 0 33 0 14 tabel 14 keragaan gender di pedesaan prop. sulawesi selatan kegiatan di pedesaan kab. bulu kumba kabupaten polmas kab. mamuju kab. luwu kab.lu wu utara propinsi sulawesi selatan ikut kegiatan pkk 0 33 100 100 33 57 ikut kegiatan proyek di desa/ kampung 0 33 100 0 33 36 journal the winners, vol. 2 no. 2, september 2001: 116-129 128 tabel 14 keragaan gender di pedesaan prop. sulawesi selatan (lanjutan) ikut kegiatan wanita tani lainnya 0 33 100 67 33 50 tabel 15 keragaan untuk menambah pendapatan di prop. sulawesi selatan kegiatan untuk menambah pendapatan keluarga kab. bulu kumba kabupaten polmas kab. mamuju kab. luwu kab.lu wu utara propinsi sulawesi selatan berdagang 50 33 33 67 0 36 membantu usaha suami 0 0 0 0 33 7 beternak 0 0 100 0 67 36 penutup simpulan dari hasil analisis studi, didapat simpualan sebagai berikut. 1. peran ibu rumah tangga sangat dominan dalam menyelesaikan tugas dan urusan rumah tangga. mereka juga dominan dalam memutuskan masalah rumah tangga yang terdiri dari memasak, mengurus anak, membersihkan, membereskan rumah, memegang kendali keuangan rumah tangga, dan mengatur pendidikan anak 2. tenyata, wanita tani sangat berperan sebagai menteri keuangan dan menteri perencanaan dalam melaksanakan dan memutuskan kebijakan dan tugas usaha tani. fungsi bapak tani lebih berperan dalam pengadaan faktor produksi dan menentukan macam komoditi yang diusahakan. 3. dalam kegiatan proyek (seperti dalam paket sapi dan kambing), peran wanita tani juga menentukan. 4. dalam kegiatan pedesaan, para wanita tani sangat berperan secara aktif, seperti pkk, dan sebagainya. 5. untuk kegiatan menambah pendapatan keluarga, ibu yang berdagang dan beternak sangat dominan. 6. analisis hasil berdasar lokasi, peran wanita tani di propinsi gorontalo perlu lebih didorong dibandingkan dengan propinsi sulut dan sulsel. peranan gender dalam usaha tani… (budiman notoatmojo) 129 saran 1. putkati disarankan lebih menyerahkan kegiatan proyek kepada wanita tani, misalnya penanganan dan penentuan distribusi ternak dan agro input, pelatihan, penyuluhan, dan lain sebagainya 2. disarankan agar peserta kegiatan pelatihan banyak dari wanita tani. 3. kegiatan proyek untuk gender lebih ditingkatkan di propinsi sulut dan sulsel. daftar pustaka adnyana, m.o., dan r.s. rivai. 2000. survei pendasaran pengembangan teknologi spesifik lokasi. lembaga penelitian ipb bekerja sama dengan badan litbang pertanian. baharsyah, j.s. 1997. “potensi, permasalahan, dan alternatif pendekatan pemberdayaan sumber daya wanita memasuki industrialisasi pedesaan.” lokakarya pemberdayaan sumber daya wanita pengembangan agribisnis di pedesaan. jakarta, 28 juli 1997. berlo, d.k. 1960. the process of communication. chicago: chicago press. fardiaz, d., j. hartmann, e. armanto, s. kusumohadi, e.d. arifin. 1999. bahan lokakarya analisis swot bagi tim asistensi badan litbang pertanian. jakarta. paket ii, paatp. gandarsih, tuty retno widaningrum dan harsoyo. 1997. peranan tenaga kerja wanita tani pada berbagai usaha tani di kelurahan duren, kecamatan ambarawa, kabupaten semarang, jawa tengah. pusat studi wanita.yogyakarta: univ. gajah mada. manwan, i and m.o. adnyana. 1992. “research and development for sustainable farming system in indonesia.” journal asian farming system association. 1:395-495. bangkok. sumaryanto dan s.m. pasaribu. 1997. “struktur penguasaan lahan di pedesaan lampung: studi kasus di enam desa provinsi lampung.” prosiding agribisnis: dinamika sumber daya dan pengembangan sistem usaha pertanian. buku ii. hlm. 209-223. bogor: pusat penelitian sosial ekonomi pertanian. szal, r and r. robinson. 1997. “measuring income inequality,” dalam c.r. frank and r.c. webb (ed), income distribution an growth in less developed countries. the brooking institution, hlm. 491-533. wahyuni, sri. 1998. analisis gender pada usaha ternak perah. bogor: balai penelitian ternak. wasito dan nova p. 1998. “pemberdayaan wanita dalam usaha tani.” seminar nasional teknologi spesifik lokasi. jakarta. microsoft word 07_ferry jie_how can every organization.doc journal the winners, vol. 3 no. 1, maret 2002: 88-103 88 how can every organization manage the operational risk? ferry jie1; hasan akpolat2; deepak sharma3; james irish4 abstract this article describe how every organization (generally) and australian organizations (specifically) can manage the operational risks. recently, the operational risks are the significant issues in every organization because every organization will suffer from poor operational performance due to risks, failure, and problems such as a number of losses which are likely to be made worse. basically, the operational risk management process has five steps, identification, analysis, treatment, controlling, and communication/consulting. generally, many organizations (in particularly in australia and new zealand) have already used as/nzs 4360-risk management system, as/nzs 4801-occupational health and safety management system, iso 14001: effective environmental management system, iso 9001: quality management system, as/nzs 7799: information security management, as/nzs 3806: compliance management system for reducing/mitigating/managing the operational risks. based on the sai certification register, the number of australian organizations got the as/nzs iso 9000 series, as/nzs 14000 series, as/nzs 4801 and as/nzs 7799.2:2000 certifications are 3338, 30, 20 and 5 respectively. it can conclude that australian organizations prefer used as/nzs iso 9000 series rather than as/nzs iso 14000 series, as/nzs 4801 and as/nzs 7799.2:2000. keywords: organizational, operational risk abstrak artikel membahas bagaimana setiap organisasi (pada umumnya) dan organisasi di australia (khususnya) mengatur risiko operasional. risiko operasional menjadi isu utama setiap organisasi akhir-akhir ini karena banyak organisasi mengalami kesulitan dalam operasionalnya seperti risiko, kegagalan, dan masalah lain. masalah tersebut akan menimbulkan kerugian. manajemen risiko operasional memiliki lima tahap, yaitu identifikasi, analisis, pemeliharaan, pemeriksaan, dan komunikasi/konsultasi. banyak organisasi, terutama di australia dan selandia baru, menggunakan as/nzs 4360-risk management system, as/nzs 4801-occupational health and safety management system, iso 14001: effective environmental management system, iso 9001: quality management system, as/nzs 7799: information security management, as/nzs 3806: compliance management system for reducing/mitigating/managing the operational risks. dapat disimpulkan bahwa organisasi di australia lebih banyak menggunakan as/nzs iso 9000 daripada as/nzs iso 14000, as/nzs 4801, dan as/nzs 7799.2:2000. kata kunci: organisasi, risiko operasional 1 phd student at faculty of engineering, university of technology sydney and lecturer at bina nusantara university, jakarta-indonesia 2 principal supervisor, senior lecturer at faculty of engineering, university of technology sydney, australia 3 co-supervisor, a/professor at faculty of engineering, university of technology sydney 4 co-supervisor, senior lecturer at faculty of engineering, university of technology sydney how can every organization manage the operational risk? (ferry jie; et. al.) 89 introduction recently, the operational risks are the significant issues in every organization because every organization will suffer from poor operational performance due to risks, failure, and problems such as a number of losses which are likely to be made worse. these problems will make the companies met tremendous inefficiency or ineffectiveness, unpredictable profit margins, lost revenues/throughputs, and also business value lost. the reference operational risk sources/factors in business particularly in manufacturing consist of as follows. table 1 reference operational risk sources/factors in business no sources/elements of operational risk failure/losses/breakdown 1 design • product design changes • insufficient product innovation and design 2 quality (the risk of providing a nonconforming products and services to an end customer) • poor quality of incoming raw material, work in process (wip) materials and finished products (rework, quality control, custom specification) 3 money/cost • currency rate always change • variable cost manufacturing increase • inflation risk • fund risk 4 availability/inventory • unavailability /shrinkage materials/components/parts • inventory of work in process material/finished products excess 5 manufacturing process • machine/equipment (include material handling equipment) down/failure or unreliable, poor technology and equipment (tooling and fixture), poor routing and machine loading • poor maintenance and reliability • missed production scheduling • bottleneck, capacity constraint, misguided capacity plan, poor production line set up and cycle time/production time lengthen • poor transportation/shipment system • poor facility layout • poor labour skill/not motivated labour journal the winners, vol. 3 no. 1, maret 2002: 88-103 90 table 1 reference operational risk sources/factors in business (continued) 6 demand/marketing-sales • poor customer satisfaction (doesn’t meet what the customers want)/poor customer service, consumer loss of confidence • poor marketing strategy • globalization / competitive market • shorter product and technology lifecycle • variability demand/fluctuation/”bullwhip” effect/uncertainty customer demand forecasting and lead time wrong/lengthen 7 supplier/vendor • supplier capacity constraints • delivery time raw material from supplier (lead time lengthen) • poor supplier contracts (long term supply contracts) • poor coordination and partnership • poor supplier selection • very far distance from suppliers to the manufacturing/industries • poor transportation / shipment system 8 legal/political • terrorism • poor political and legal situation • changes of local law • changes in government policy and improper estimation. 9 health and safety (the risk of injuring employees or other parties during operation, or providing an unsafe product) • poor safety and health (employee injuries on the job, non compliance with legal regulations/osh policy/standard) • chemical, heat and mechanical hazards • maintenance and cleaning (electrical, equipment "entry", working at heights, enclosed space work, excavation, "hot work") • walking surfaces and stairs (slips, trips and falls) • hazardous materials • temporary equipment or arrangements (e.g. use of equipment for purpose other than original design) • dust and fumes from manufacturing processes • poor work station and task design leading to repetitive stress injury • lifting activities • noisy or vibrating equipment (vibrating conveyors, motors, high pressure pipes, how can every organization manage the operational risk? (ferry jie; et. al.) 91 high pressure venting, etc) resulting in deafness or "white finger" injuries. • lack of effective communication on health and safety matters 10 environmental (“the risk of damaging the environment during manufacturing process or supplying an environmentally unfriendly product”), • growth environmental pressure • poor environment • poor recycling system / there is no recycling system 11 information technology • loss of it function (such as loss of index to data) • distorted information flow (mismanagement, hardware system cannot support the information flow) • no backup when needed • information security • backup data corrupt 12 natural risk • fire, flood, hurricane, earthquake, etc in order to solve these problems, every organization should have the system or strategy how to manage or mitigate the operational risks. this article will describe about how every organization (generally) and australian organizations (specifically) can manage the operational risks. this article limits the study to the reference operational risk sources/factors only such as health and safety, quality, environment, general risk without discussing the natural risk, legal and political risk, and financial risk. discussion definition of risk according to lowrance, risk is the measure of probability and severity of adverse effects (lowrance, 1976). in addition, chapman defined the risk as an exposure to the possibility of economic of financial loss or gains, physical damage, injury, or delay as a consequence of the uncertainty associated with pursuing a course of action (chapman and cooper, 1983). australian standard/nzs 4360:1999 defined risk as the chance of something happening that will have an impact upon objectives. it is measured in terms of consequences and likelihood. definition of risk management according to as/nzs 3931:1998, risk management is a systematic application of management policies, procedures, and practices to the tasks of analyzing, evaluating, and controlling risk. furthermore, as/nzs 4360:1999 described that risk management is the systematic application of management policies, procedures, and practices to the tasks of identifying, analyzing, evaluating, treating, and monitoring risk. journal the winners, vol. 3 no. 1, maret 2002: 88-103 92 lam and kawamoto added the definition of risk management as a scientific method to the problem of dealing with the pure risks which are faced by individuals or businesses (lam and kawamoto, 1997:30-35). according to pmbok, risk management is the systematic process of identifying, analyzing, and responding to potential project risk. it includes maximizing the probability and impact of positive events and minimizing the probability and consequences of events adverse to project objectives. definition of operational risk management operational risk is the risk related with business processes. another definition is the risk that comes up during performance of work in industry (manufacturing or service). operational risk can be divided into four areas as follows. 1. quality, the risk of supplying a nonconforming product or service, to a customer. 2. safety, the risk of supplying an unsafe product or service to a customer, and/or injuring workers during production. 3. environment, the risk of supplying an environmentally damaging product to a customer or damaging the environment during production or provision of a service. 4. security, the risk of being subjected to criminal activity during provision of a product or service. another definition of operational risk management (orm) is a continuous, systematic process of identifying, and controlling risks in all activities according to a set of pre-conceived parameters by applying appropriate management policies and procedures. this process includes detecting hazards, assessing risks, and implementing and monitoring risk controls to support effective, risk based decision making (us department of transportation, 1999). how every organization manage the operational risks in order to mitigate or manage the operational risks, this article will recommend some alternative strategies or methods for every organization based on extracting literature review and the expert judgement. generally most australian organizations have already used as/nzs 4360risk management system, as/nzs 4801-occupational health and safety management system, iso 14001: effective environmental management system, iso 9001: quality management system, as/nzs 7799: information security management, as/nzs 3806: compliance management system for reducing/mitigating/managing the operational risks. there are eleven recommendation alternative strategies or systems for every organization to reduce or manage the operational risks as follows. first alternative of operational risk management (orm) method/strategy (five elements of orm) there are five elements of operational risk management process as follows. 1. to identify the most important concern of operational risks in every industry in recent years and propose the appropriate tool for identifying the operational risk in every organization. how can every organization manage the operational risk? (ferry jie; et. al.) 93 2. to analyze, measure, assess, and evaluate the operational risks in order to quantify, rank, and prioritize for focusing operational risk management effort on the higher/highest risk. also to recommend the suitable technique for analyzing, measuring, assessing, and evaluating the operational risks. 3. a lot of kind of ways that most companies or industries have already used to treat/act (prevention and remedial action) the risks such as transfer, control, avoidance, reduction, retention, and acceptance. 4. to monitor and review 5. to communicate and consult. second alternative of orm strategy (four components of orm) based on the extracting literature review, there are four components of operational risk management models as follows. 1. risk identification 2. risk analyzise 3. risk reducing measures 4. risk monitoring third alternative of orm method (a comprehensive and systematic operational risk management) tummala and leung (1999) have proposed the third alternative of operational risk management strategy which is a comprehensive and systematic risk management approach consisting of five core elements of risk management process. 1. risk identification 2. risk measurement 3. risk assessment 4. risk controlling 5. risk monitoring pmbok strategy (six elements of project risk management) according to a guide to the project management body of knowledge (pmbok), there are six elements of project risk management. they are risk management planning, identification, assessment, quantification, response planning, and risk monitoring and control. whereas, chapman and ward (1997) proposed nine steps of risk management namely define, focus, identify, structure, ownership, estimate, evaluate, plan, and manage. can/csa q850-97risk management model there are seven element of risk management process according to can/csa q850-97, risk management: guideline for decision makers such as initiation, preliminary analysis, estimation, evaluation, control, action, and monitoring. journal the winners, vol. 3 no. 1, maret 2002: 88-103 94 as/nzs 4360: 1999, risk management model as/nzs 4360: 1999, risk management has seven elements of risk management process (see figure 1) as follows. 1. to establish the organizational, strategic and risk management context, develop risk evaluation criteria, and define the structure. 2. to identify comprehensively risks/hazards using a well structured systematic process such as what can happen, how and why things may arise as the basis for further analysis or to be managed and tools or techniques. 3. to analyze risks/hazards. 4. to evaluate risks. 5. to treat risks 6. to monitor and review the performance of the risk management system and all changes which probably can influence it. 7. to communicate and consult with internal or external stakeholders at the earliest each stage of the risk management process and to concern the process as a whole figure 1 risk management system process how can every organization manage the operational risk? (ferry jie; et. al.) 95 as/nzs 4801: occupational health and safety management system as/nzs 4801: occupational health and safety management system-general guidelines on principles, systems and supporting techniques is the part of the overall management system which includes organisational structure, planning activities, responsibilities, practices, procedures and resources for developing, implementing, achieving, reviewing, and maintaining the ohs policy and so managing the risks associated with the business of the organisation. this standard is working in concurrence with as/nzs 4804. infact, as/nzs 4804 is a guideline to support for implementing and improving the occupational health and safety management system. as/nzs 4801:2001, ohs management system model can be seen at figure 2. as/nzs 4801 covers the comprehensive range of the requirements for effective occupational health and safety practice such as setting the policy, planning (identification of hazards, assessment and control the operational risks), setting training and competence, monitoring, measuring and recording management, auditing procedures and requirements and reviewing management. figure 2 as/nzs 4801:2001, ohs management system model according to sai global certification register, there are only 20 australian organizations got the certification of as/nzs 4801: occupational health and safety (see the table 2 and figure 3). journal the winners, vol. 3 no. 1, maret 2002: 88-103 96 table 2 the number of australian organizations got as/nzs 4801 certification no type of organization frequency fr(%) 1 mining 0 2 manufacturing 10 50 3 electricity, gas and water supply 2 10 4 construction 8 40 5 retail trade 0 6 transport 0 7 government administration and defence 0 8 health and community services 0 total 20 100 0 5 10 15 20 25 30 35 40 45 50 m in in g m an uf ac tu rin g el ec tri ci ty , g as an d w at er su pp ly c on st ru ct io n r et ai l t ra de tr an sp or t g ov er nm en t a dm in is tra tio n an d d ef en ce h ea lth a nd c om m un ity se rv ic es 1 2 3 4 5 6 7 8 frequency fr(%) figure 3 chart of the number of australian organizations got as/nzs 4801 certification as/nzs iso 9001: quality management systems as/nzs iso 9001: quality management systems-requirements was published by standards australia and standards new zealand, in 2000. the aim of this standard is the effectiveness of the quality management system in meeting customer requirements. as/nzs iso 9001:2000, quality management system model chart can be seen at figure 4. how can every organization manage the operational risk? (ferry jie; et. al.) 97 figure 4 as/nzs iso 9001: quality management system model sai certification register noted that there are around 3500 australian organizations got the certification of as/nzs iso 9000 series (see the table 3 and figure 5). table 3 the number of australian organizations got as/nzs iso 9000 series certification no type of organization frequency fr (%) 1 mining 53 2 2 manufacturing 2174 65 3 electricity, gas and water supply 32 1 4 construction 441 13 5 retail trade 365 11 6 transport 169 5 7 government administration and defence 33 1 8 health and community services 71 2 total 3338 100 journal the winners, vol. 3 no. 1, maret 2002: 88-103 98 0 500 1000 1500 2000 2500 m in in g m an uf ac tu ri ng e le ct ri ci ty , g as an d w at er c on st ru ct io n r et ai l t ra de t ra ns po rt g ov er nm en t a dm in is tr at io n h ea lt h an d c om m un it y 1 2 3 4 5 6 7 8 the number of australian organizations used as/nzs iso 9000 series frequency figure 5 chart of the number of australian organizations got as/nzs iso 9000 series certification as/nzs iso 14001: environmental management systems as/nzs iso 14001: environmental management systems-specification with guidance for use was prepared by the standards australia and standards new zealand qr/11 in 1996. it is the same as the international standard iso 14001: environmental management systemsspecification with guidance for use. the key elements of an as/nzs iso 14001 are environmental policy, planning, implementation and operation, checking and corrective action, management review and continual improvement. as/nzs iso 14001, environmental management systems model chart can be seen at figure 6. how can every organization manage the operational risk? (ferry jie; et. al.) 99 figure 6 as/nzs iso 14001: environmental management system model based on the sai certification register, there are around 30 australian organizations got the as/nzs iso 14000 series (see the table 4 and figure 7). table 4 the number of australian organizations got the as/nzs iso 14000 series certification no type of organization frequency fr(%) 1 mining 2 7 2 manufacturing 16 53 3 electricity, gas and water supply 3 10 4 construction 5 17 5 retail trade 3 10 6 transport 1 3 7 government administration and defence 0 8 health and community services 0 total 30 100 journal the winners, vol. 3 no. 1, maret 2002: 88-103 100 0 5 10 15 20 25 30 35 40 45 50 m in in g m an uf ac tu rin g el ec tri ci ty , g as an d w at er su pp ly c on st ru ct io n r et ai l t ra de tr an sp or t g ov er nm en t a dm in is tra tio n an d d ef en ce h ea lth a nd c om m un ity se rv ic es 1 2 3 4 5 6 7 8 frequency fr(%) figure 7 chart of the number of australian organizations got the as/nzs iso 14000 series certification as/nzs 7799: information security management as/nzs 7799:information security management gives a lot of description about the security mechanism and framework, protecting the confidentiality, integrity and availability of information. in addition, this standard covers all dimensions of information security management such as security policy, security organization, asset classification and control, personnel security, physical and environmental security, communications and operational management, access control, system development and maintenance, business continuity management and compliance. in contrast, this lacks the examples and the implementation / actions suggestion. as/nzs 7799 is divided into two sections, the first section is about a code of practice for information security management and the second section is about the specification a risk management based information security management system. how can every organization manage the operational risk? (ferry jie; et. al.) 101 according to sai global, there are only five australian organizations got as/nzs 7799.2:2000, information security management system certification (see the table 5). table 5 listing of australian organizations got as/nzs 7799.2:2000 certification no name of organization type of industry 1 icac business management services and state government administration 2 anz banking group banking and computer consultancy services 3 bridge point communication pty ltd telecommunication services 4 independent pricing and regulatory business management services and state government administration 5 tribuna and office of the ombudsman state government administration as/nzs 3806: compliance management system as/nzs 3806: compliance management system gives the principles or essential elements for the development, implementation, maintenance and management of effective compliance programs within both public and private organizations. this standard gives the structure for an effective compliance program to prevent, identify and respond to, breaches of laws, regulations, codes or organizational standards occurring in the organisation. in addition, this standard promotes a culture of compliance within the organization and assists the organization in remaining or becoming a good corporate citizen. this standard has three core elements as follows. 1. structural elements (commitment, compliance policy, management responsibility, resources, continuous improvement). 2. operational elements (identification of compliance issues, operating procedures for compliance, implementation, complaints handling system, record keeping, identification and rectification, systemic and recurring problems, reporting, management supervision). 3. maintenance elements (education and training, visibility and communication, monitoring and assessment, review, liaison and accountability). conclusion generally, every organizations may use five steps of operational risk management processes for mitigating or managing the operational risk such as identification, evaluation/analysis, risk treatment, risk controlling and risk communication/consulting. journal the winners, vol. 3 no. 1, maret 2002: 88-103 102 most australian organizations used the operational risk management models to mitigate or manage the operational risks (environment, health and safety issue, quality, information and general risks) such as as/nzs 4360-risk management system, as/nzs 4801-occupational health and safety management system, iso 14001: effective environmental management system, iso 9001: quality management system, as/nzs 7799: information security management, as/nzs 3806: compliance management system. based on the sai certification register, the number of australian organizations got the as/nzs iso 9000 series, as/nzs 14000 series, as/nzs 4801 and as/nzs 7799.2:2000 certification are 3338, 30, 20 and 5 respectively. in other words, we can conclude that australian organizations prefer used as/nzs iso 9000 series rather than as/nzs iso 14000 series, as/nzs 4801 and as/nzs 7799.2:2000. further recommendation 1. this article will give the expectation of outcome such as strengthening management practices and decision making in operational level, reducing the operational downtime, reducing the material and property damage and serious injuries and fatalities and increasing the quality decision. 2. this article will give a good contribution for the researcher to explore and analyze the performance of current models of operational risk management in every organizations. 3. this article will provide a good direction to propose a new model of operational risk management model, for instance, integrating operational risk management system. references acotrel risk management pty ltd. 2000. management system. anonim. 2000. a guide to the project management body of knowledge. project management institute, ed. p. chapter 11. usa: standards committee. canadian standards association. 1997. risk management: guideline for decision makers. can/csa q850-97. chapman, c.b. and d.f. cooper. 1983. “risk analysis: testing some prejudices.” european journal of operational research. ___________. and s. ward. project risk management: processes, techniques, and insights. 1997. chichester, new york: wiley. eloff, j.h.p., l.labuschagne, and k.p. badenhorst. 1993. a comparative framework for risk analysis methods. computers & security. how can every organization manage the operational risk? (ferry jie; et. al.) 103 epich, r. and j. persson. 1994. “a fire drill for business.” information strategy: the executive's journal. lam, j. and b. kawamoto.1997. emergence of the chief risk officer. risk management. lightle, s. and h. sprohge. 1992. strategic information system risk. internal auditing. loch, k.d., h.h. carr, and m.e warkentin. 1992. threats to information systems: today's reality, yesterday's understanding. mis quarterly. lowrance w. w. acceptable risk. 1976. los altos, ca: william kaufmann, inc. pmi project management standards program. 2000. a guide to the project management body of knowledge. newtown square, pa, usa: project management institute. rainer, r.k., c.a. snyder, and h.h carr. 1991. “risk analysis for information technology.” journal of management information systems. standards australia international and standards new zealand. risk management. as/nzs 4360:1999. ________________________________. quality management systems-requirements. as/nzs iso 9001:2000. ________________________________. 1998. compliance programs. as/nzs 3806. ________________________________. environmental management systems-specification with guidance for use. as/nzs iso 14001:1996. ________________________________. occupational health and safety management systemsspecification with guidance for use. as/nzs 4801:2001. _____________________________. risk analysis of technological systems-application guide. as/nzs 3931:1998. sai global certification register. 2003. search for certification register. may 2003. sai global assurance services. 2001. manage your risks, assets, and reputation-occupational health and safety management. tummala, v.m.r. and y.h leung. 1999. applying a risk management process (rmp) to manage cost risk for an ehv transmission line project. international journal of project management. us department of transportation. 1999. operational risk management. comdtinst 3500. washington dc. vitale, m.r. 1986. mis quarterly. journal the winners, vol. 3 no. 1, maret 2002: 88-103 104 microsoft word 05_agus eko nugroho_trade policies.doc journal the winners, vol. 2 no. 1, maret 2001: 38-46 38 trade policies and the export performance of indonesia, 1983-1997 agus eko nugroho1 abstract article figures out trade policies and performance of indonesia in 1983-1997 by presenting introduction, a brief review of international trade theory, the exchange rate policy, and trade promotion export-led performance. it is concluded that the government has promoted the export-increase of manufacturing exports in 1990. keywords: trade policies, export performance abstrak artikel membahas kebijakan perdagangan dan kinerja indonesia pada tahun 1983-1997. dalam artikel ini disajikan pendahuluan, penjelasan singkat teori perdagangan internasional, kebijakan perdagangan saham, dan kinerja promosi perdagangan eksport. disimpulkan bahwa pemerintah telah meningkatkan ekspor indonesia pada tahun 1990. kata kunci: kebijakan perdangan, kinerja ekspor 1 staf pengajar fakultas ekonomi, ubinus, jakarta trade policies and the export performance… (agus eko nugroho) 39 introduction as in other developing countries, the export performance of indonesia plays an important role to the fluctuation of the economy. in the late of instance, the massive increase in world prices greatly contributed to the rise in indonesia’s export earnings and therefore, the high growth of gdp over 1970 – 1981, that was 8.6% annually. by contrast, the world recession in 1982 and 1983 reduced the demand for indonesia’s oil export as well as other commodity exports. consequently, the decrease in indonesia’s export resulted in the slow growth of gdp. in the period of 1982 – 1986 the growth of gdp dropped to just 4.01% (hill, 1996). concerning substantial role of export to the economic growth, since 1983 indonesia has started to promote trade deregulation which includes simplifying port and custom procedures and reducing non-tarif in favour of tariff barriers. as a result, the trade deregulation has been observed to have a significant contribution to the rise in non-oil exports. nowdays, the high growth rate of non-oil export is mainly contributed by two factors. the first factor is the rapid increase in the exports of wood products. the second factor is mainly due to the strong export performance of textile and footwear products. this article aims at analyzing the major trade promotion in indonesia and its relationship with the export performance during the period of 1982 – 1997. the period of analysing focusing on the pre-crisis period of 1997/1998 is to insulate the impact of the crisis to the volatility of indonesia’s export performance, since this study is trying to analysis the relationship between the indonesian trade policy of the export performance. the method used in this study is descriptive analysis which only focuses on the review of the relationship between indonesia’s trade policies and the overall trend of its export. discussion a brief review of international trade theory as in many textbooks of international economics, international trade between countries occur mainly because of different resources endowments across countries. a country, for instance, may lagerly have a particular resource such as natural oil and limited supplies of timber, while another has large supplies of timber but lacked reserves of natural oil. therefore, there two countries can obtain mutual benefits by conducting international trade beetwen each other. such, benefits often refer to the concepts of the comparative advantage of international trade that was originally developed by david ricardo (1817). however, that concept is only succesfull in explaining the overall benefit of international trade beetwen countries, in which, it cannot show the effect of international trade on the income distribution within countries. krugman and obstfeld (1994) argue two reasons that the international trade has strong effect on the income distribution. firstly, factors of production move costly from one industry to another and secondly, industries employ production factor differently. consequently, eventhough, the presence of international trade likely results in a shift in a country’s production process, it may increase the demand for a particular factor of production factor differently. consequently, journal the winners, vol. 2 no. 1, maret 2001: 38-46 40 eventhough, the presence of international trade likely results in a shift in a country’s production process, it may increase the demand for a particular factor of production and reduce the demand for others. as result, international trade may generate the reduction in the welfare of some other groups within each nation. since there are different benefits among economic participants in international trade, barriers of such tend to exist in the real world. according to literature, protection of international trade usually take place when a group of economic participants has enough political role to establish barriers against foreign competitors. there are various reasons as to rationalize the presence of trade barriers. one of important reasons is to maintain domestic government programs because spesific programs require a protection against international competitors. in developed countries, for example, the protection of national food security is one of important reasons to establish international trade barriers. differently, in most developing countries the protections of their infant industries are the main argument of such barriers. furthermore, there are also various ways in which developing countries can protect their infant industries against foreign competitors, involving both tariff (tbs) and non-tarif barriers (ntbs). in the case of tariff barriers, most developing countries usually set lower tariff rate on imported raw materials rather than final commodities. the main objective is to encourage domestic productions and also because infant manufacturing industries. such protectionism is well known as import substituting industrialization is originally inspired by the concept of export pessimism that firstly introduced by prebisch (1950) and nurkes (1961). there are two main arguments of export pessimsm. firstly, if all developing countries adopt export promotion strategies, there will be insufficient market demand for their manufactured export in developed countries. secondly, advanced countries will impose a high protection of their domestic market against manufactured products from developing countries. recently, most economies suggest, however, that the infant-industry-argument of protection as a strategy of industrialization has turned out to be an ineffective policy because such a protection will not be able to improve the competitiveness of the protected industry. indonesia, for example has protected automative and strategic industries against foreign competitors for more industries are still inefficient, industries against foreign competitors for more than a decade, but these industries cannot significantly improve their competitiveness. these industries are still inefficient, compared to the same industries in developed countries. not surprisingly, their products mostly focus on domestic market and not for international market. this case is known as a pseudo infant industry which means that protected industries have nothing to do entrepreneurs , technological and managerial skills. shortly, many trade restriction just provide a place for inefficient to survive but they cannot make industries running more efficient (krugman and obstfeld, 1994). however, not all industilization among developing countries has failed in their economic development. a small group of developing countries in east asia has experience a rapid growth industrialization that focused toward foreign rather than domestic market. these countries are often refered to as the newly industrializing countries (nics) which include south korea, hongkong, taiwan, and singapore. the difference between nics and import-substuting industrialized countries is that nics allow international competitors to engage competitions in their domestic markets. even though, nics have not followed a strictly free trade, the rate of protection in these countries are much lower than those in most developing countries (liu, 1994). trade policies and the export performance… (agus eko nugroho) 41 the successful story of nics in promoting their manufacturing sectors has been observed to have a large impact on the change in the industrialization strategy among other developing countries. many developing countries that had earlier followed the import-substituting strategy have started to open their economy. then the export-oriented-industrialization strategy have started to open their economy. the export-oriented-industrialization (eoi) becomes the main strategy of industrialization in most developing countries. this has also been driven by the world bank’s programs which include technical assistance and loans for trade liberalization of developing countries. by 1995, world bank has allocated more than us$ 20 billion for more than 60 developing countries to promote the trade liberalization through structural and sectoral reforms (salvatore, 1988). another succesfull story of eoi strategy can also be traced through the rapid economic growth of other asian countries. the asean-4 (indonesia, malaysia, thailand, and voetnam) has also achieved the annual economic growth of 6.0% in 1990. these countries since the mid1980s, have promoted the privated-sector-led-economic policy with a special attention to improve foreign trade and investment. beside as a result of this strategy, according to parker (1994), such a rapid manufacturing industrialization is also reinforced mainly by two blessing events. the first event was the plaza accord that has made the south asian labour-intensive manufactured industry is much more competitive than japan, korea and taiwan. the second event was steady growth of world trade following the 1982-1983 recession that has provided a strong demand for southeast asian manufacturing exports. the exchange rate policy the presence of international economic integration indicates that countries are much more interdependent which implies that booms or recessions in one country rapidly spills over to other countries through trade flows and monetary integration. the asian monetary crisis is a simple example, in which, the large depreciation of thai bath in the early of 1997 immediately caused the large depreciation of other asian currencies (south korea, malaysia, philipines and indonesia). for this reason, the exchange rate management plays a crucial role to macroeconomic policy of countries. theoretically, there are three ways in determining the exchange rate: fixed, managed-float and flexible exchange rate system. although, in terms of policy, the view of what the exchange rate regime is right remains a debatable issue. monetarist, for instance, suggest that the freefloating exchange rate system is the best policy because the central bank of a country may fully concentrate to control upon domestic money supply. in contrast, others argue that free-float exchange rate system is implausible because the volatility of exchange rate has been observed to be responsible for macroeconomic instabilities. based on this reason, some also point out that managed-float exchange rate system is much more appropriate policy for developing countries in maintaining a competitive exchange rate is often reffered to justify the importance of the managedfloat exchange rate system. a competitive exchange rate has proved to be a powerful instrument for macroeconomic stability and thus promoting development. the importance of managed-float exchange rate system, is also supported by southeast asian experience. in the 1990s. singapore has greatly enjoyed the low inflation, a stable growth of monetary supply and real effective exchange rate. this achievement is followed by its neighbours (indonesia-malaysia), although with different levels (islam and chowdhury, 1997). journal the winners, vol. 2 no. 1, maret 2001: 38-46 42 in the pre crisis period of 1978-1998, indonesia established the managed-float exchange rate system, in which, the government of indonesia actively intervened the exchange market in order to maintain the rupiah competitiveness against a basket of curriencies, this policy was carried out by approximating a 5% depreciation against the us dollar and maintaining a slightly higher domestic investments (fischer and reisen, 1993). the exchange rate policy has been observed to be one of major sources affecting the rapid growth of indonesia’s exports. according to hill (1996), the large devaluation in march 1983 and novermber 1986 (figure 2) and it was accompanied by the trade and banking deregulation are the major determaints of the rapid increase in exports, the devaluation of 1986, the export of indonesia steadly increased in the period of 1986 – 1997. figure 1 the rupiah exchange rate and export performance, 1982 – 1997 source: the indonesian financial statistic, bank indonesia (various issues) following the indonesian currency crisis of 1997, there has been and awareness that the policy of gradual depreciation and maintaining domestic interest rate above internatipnal level is not really, obvious. the reason is because such a policy tended to attract not only foreign direct investment but also short-term portfolio investment of foreign the temporary current account deficit, this will then lead to the rise in the vulnerability of the economy toward external shocks, such as the large sudden devaluation of thai bath in the early 1997. under this circumtance, the indonesian government should have large enough foreign exchange reserves that are commited to maintain the expected level of the rupiah exchange rate. following the thai bath crisis of 1997, since the indonesia government was reluctant to use its foreign reserves to defend the parity, rather it moved from managed-float to the free-float exchange rate system, the rupiah exchange rate depreciated massively. for this reason, the dramatic depreciation of most southeast asian trade policies and the export performance… (agus eko nugroho) 43 curriences makes us to rethink the stable exchange rate achievement under managed-float exchange rate system. trade promotion export performance the downfalls of world oil prices since 1982 and it’s impact to the flower growth of the oil-financed growth decade. in response to such a situation, the government of indonesia has promoted the export – led growth strategy. since 1989s, there have been extensive reductions in the trade barriers of indonesia (table 1). most export taxes have been reduced and the structure of tariff has become the primary instrument of import protection. many economics agree that the deregulation packages have a significant impact on the increase in the competitiveness of export. (nasution, 1994 and hill, 1996). generally, the impactof trade promotion to the indonesian export performance can be seen by the structural change in the indonesia’s export was dominated by primary products: agriculture oil and gas. the share of oil and gas accounted to 71,8% of total exports in 1980, where the share of manufacturing sector was just 2,4 %. however, since 1989 the share of manufacturing exports has been larger than the share of oil and gas export, in 1996 the share of manufacturing export stood at 64,5 %, compared to the share of oil and gas export that was only 23,04% of total export (figure 2). figure 2 the indonesian export share of agricultural, oil and gas, and manufacturing products 1980-1996 journal the winners, vol. 2 no. 1, maret 2001: 38-46 44 it is important to note, however, that the effective rate of protection of indonesia is still highest, compared to the other east asian countries. the study of world bank (1994) indicates that in the manufactured industry, korea and malaysia have effective rate of protection of 28% and 23%, respectively, while indonesia is still the average of 50%. this means that domestic firms which are 50% less efficient than their international competitors will be able to survive in domestic market. the high effective rate protection also tends to create an anti-export bias, which means that reseources are drawn from internationally competitive exporters toward domestically oriented firms. therefore not surprisingly, the most of indonesia’s industries that enjoy a high effective rate of protection are inward-oriented, such as automotive, food processing and engineering industries. in terms of protection policies, restrictive import licences are the most prevalent non-tarif barriers in indonesia. after the october-1993 deregulation package, nine restrictive import licenses have covered about 398 products (department of trade and industry, 1993). the trend of production, protected by ntbs focuses mainly on the protection of agricultural commodities. even though, in the period of 1989 to 1992 ntbs significantly dropped to 10% in the agricultural sector, the restrictive import license in this sector remainds high, compared to other sector. the negative impact such as trade to promote a higher value added of downstream industries leads to the misallocations of resources. theoretically, in a small open economy the restriction of international trade can create the problem of domestic distortion: the endogenous distortion and the policy-induced distortion jonshon (1965). this theory can be traced through the indonesia case of export restriction on the log export. the ban on log export since 1992 has pressured the domestic price of log that increases an incetive for log processors. this policy has failed to encouraged the primary objective of raising the value added of wood processing such as woodworking and furniture productions, because such a restriction has been proved to increase the activity of plywood mills. this means that this policy has only been successful in capturing the international tropical plywood industry from japan and korea (dick, 1991). in the manufacturing sector, the production of food beverage and tobbaco have the most restrictive import licenses. in 1992, for instance, the restrictive import licenses of this industry was 58,7% of total manufactured sector. consequently, the high restrictions through ntbs strongly lead to inefficient production process and the inward looking orientation of this industry. not surprisingly, the amount of indonesia’s processed food export is very small. world bank (1994) estimates that indonesia’s processed food export was just us$ 430 million in 1992, that was just 1-2% of non-oil exports. this situation was very contrast to which in singapore where at the same time, the value of processed food export was over five times indonesia’s. table 1 production coverage of restrictive import licensing, 1989-1992 (%) policy instruments exchange rate 1. on march 30, 1983, rupiah was devaluated by 28% from rp907/usd; since then the exchange rate has been made more flexible. 2. on september 12, 1986, rupiah was devaluated by 31% from 1,134 to rp1,644/usd monetary policy 1. on june 1, 1983, financial reform was launched including rmoval of credit and rate celling for stat banks operations, a reduction in the scope of credit program and introducing of new market-oriented instrumens of monetary control. trade policies and the export performance… (agus eko nugroho) 45 2. deregulations packages were announced on december 1987, october 1988, december 1988, march 1989, february 1991, dan may 1993 which were focus to enchange fnancial efficiency and developing the capital market through reducing barries to entry. 3. improve monetary management to control inflation and to curb exchange rate speculation. 4. removal of central bank’s direct credit and major reduction of economic sector cove red by subsided “priority credit” in january 1990. trade policy 1. on july 1993 and october 1993, general reduction of nominal tariff. 2. on may 2 1990, july 1993, october 1993 policies permit exporters. these policies permit exporter and suppliers of inputs for exporters to bypass the import licensing system and import tariff. 3. major deregulation of import licensing system announced in december 1986, january 1987, may 1990, july 1992, and october 1993. 4. major removal of ntb’s general reduction in tariff rates launhed on may 1990, july 1992, and october 1993. these are also covering simplification of licensing procedures in trade, manufacturing, health, and agricultural business. 5. further removal of ntb’s general reduction of import tariff and reopening of several. concluding discusion following the end of the oil-financed growth decade, the government of indonesia has promoted the exports-led growth strategy. the trade promotion has been observed to have a significant impact on the increase in manufactured exports in the 1990s. however, indonesia’s export and import regulation remains high. the main reason of the protection tends to create the misallocation of resources. in manufacturing sector, the productions of food bevarage and tobacco have the most restrictive import licences. as a result, the high protection has generated the high cost of production and the inward-looking orientation of many indonesia’s food processing industries. as a consequence industries cannot compete in the world market. the managed-float exchange system also plays a significant role on the increase in the manufacturing exports in 1990s. however, the necessary condition for the managed-float exchange rate policy the government should has large enough foreign exchange reserves to maintain the parity of the rupiah exchange rate. this is because this policy tends to attracts the short term portfolio of foreign investment that was fragile toward exchange rate speculations, leading to the increase in the vulnerability of the indonesian economy toward the external shocks such as the thai bath crisis of 1997. journal the winners, vol. 2 no. 1, maret 2001: 38-46 46 references department of and trade and industry. 1993. the indonesia trade regulation and export guidance. jakarta: department of and trade and industry. dick, j. 1991. forestry land use, forest zoning and deforestation in indonesia, article for state ministry for population and environtment (klh) and the environmental impact management agency (bapedal), for un conference on environment and development. fischer, b and reisen, h. 1993. liberalising capital flows in developing countries: pitfalls, prerequisites and perspective. paris: oecd. hill, hall. 1996. the indonesia economy since 1966: southeast asia’s emerging giant. cambrige: university press. islam, i. and chowdhury, a. 1997. asia pasific economies: a survey. london: routledge. jonshon, h.g. 1995. “optimal trade intervetion in the presence of domestic distortion.” in r. caves et.al, (1996) eds. trade, growth, and balance of payment, ran mcnally. krugman, p.r. and obstfeld, m. 1994. international economics: theory and policy. third edition. new york: harper collins college publishers. liu, pak-wai. 1994. “recent development and future prospect of the indonesia economy” in you c. kim (ed). the southeast asian economic miracle. new jersey: transaction publishers. parker, s. 1995. trade and investment in southeast asian development” in you c. kim (ed). the southeast asian economic miracle. new jersey: transaction publishers. salvatore, d. 1998. international economics. sixth edition. new jersey: prentice hall. world bank, “indonesia: stability, growth and equity in repelita vi”, world bank report no. 12857-ind, may 1994. cover_vol.11 no.2 september 2010.fh11 ��������� ���� ������� ��� �� ������ ����������������� �������� ����������������������� ��� � �� �� � ��������������� !��"#�$����������������� ��� ������� � ��!��%!���!�!$�� & $�' �( �� ����� ��� � 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economy from the crisis’ pressure in 1997. as a result, most of these countries in asia slowly recover by the step of restructuring in the financial sector, such as fiscal adjustment and the continuation of a floating exchange rate system. keywords: asian, financial, crisis abstrak pemulihan ekonomi asia yang pesat sangat mengejutkan karena banyak negara di asia telah mencoba banyak cara untuk menstabilkan ekonomi dari tekanan krisis pada tahun 1997. sebagai hasilnya, bayak negara di asia perlahan-lahan pulih dalam sektor finansial, seperti penyusaian fiskal dan kelanjutan sistem nilai tukar mata uang. kata kunci: asia, keuangan, krisis 1,2 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 4 no. 1, maret 2003: 13-17 14 introduction the floating of the thai baht in 1997 had caused a deep financial sector crisis in asia. the crisis spread to other asian countries and the interest of investors toward the region reduced significantly that led the economic activity like investment, consumption and export demand sharply declined. as in indonesia, the economic crisis in 1997/1998 was exceptionally difficult because this country experienced both financial/economic and political crises. indonesia crisis has been deeper than other countries in asia like korea, malaysia and thailand. the recovery progress was very slow due to too many problems in the country region such as riot, corruption and heavy debt burden that led to negative foreign investment flows since 1997. the banking sector reform in indonesia is being carried out by the ibra (indonesian bank restructuring agency), which is included as one of the asset management vehicle (amc) in asia. there are also similar amc vehicles in asia like korea asset management corporation (kamco) in korea, danaharta in malaysia and financial restructuring authority (fra) in thailand. this will be discussed further in this paper. due to the asian financial turmoil of 1997, asian has suffered severely. however, we believe that although they have all had to go through tough times, they have learned very valuable lessons in return. the first and foremost lesson is the crisis prevention. all asian countries need to prevent such crises in advance, each country must continually push forward with restructuring of its corporate and financial sectors, so that it can rid its economy of structural vulnerabilities. in the present international environment of advancing cross-border economic integration, each country must also strive to comply with international standards in areas of its statistical and accounting practices. at the regional level, asian countries need to have closer cooperative ties with each other. by setting up close communication networks, they can communicate and share information on each other's economic situation and on capital flows in the region. in this perspective, some issues related to key underlying assumptions and forecast results would be briefly addressed in the light of the latest information available. discussion overview of the asian crisis the asian crisis in 1997 was triggered off by the thai bath devaluation. since may 1997 the thai's economy has been slowing down due to political instability, which in turn caused massive market speculations. in addition to that, the currency and stock market sharp fall has created a financial turmoil that affected thai's economic fundamentals. due to the weakening macroeconomic conditions experienced by many south east asian countries, these countries could neither increase their domestic business or their overseas exports. asian financial crisis: overview of asian crisis… (noerlina; sylvia cinthya dewi) 15 the financial crisis in asia began with currency markets, however the instability of exchange rate occurred due to the problem within the banking sector. many financial institutions and companies had borrowed in foreign currencies without adequate hedging, making them vulnerable to currency depreciation. in many asian countries, production has declined, whilst inflation and unemployment have shot up. the rapid decline in currencies and stock market levels marked the beginning of the asian financial crisis. while thai, korean, malaysian and philippine's currencies had fallen 40 to 50%, indonesian rupiah was experiencing a decline up to 500 to 600%. this affects the local currencies that had to be used to service foreign loans. a tremendous increase in forex (foreign exchange) loss was then created. highly leveraged corporate sectors and large un-hedged short-term debt, those especially in indonesia, korea, malaysia and thailand, made these crisis countries vulnerable to changes in market sentiment, particularly to exchange and interest rate changes. among other asian countries, malaysia and philippines were less vulnerable. however, by the second round, when the crisis hit taiwan, singapore and hong kong's dollar, all countries were heavily affected by the crisis. indonesia was the worst among the most affected countries. in order to help stabilize the economic of the above-mentioned countries (except malaysia), the international monetary fund (imf) immediately responded by providing funds of us$ 35 billion. at the same time, imf also designs plans to help those countries right to overturn their economies. despite imf’s financial support to help asian financial crisis, imf was being criticized. this is due to their policy proposals that seem to favor international investors over domestic investors. often times, imf’s recommendations give relaxation of the restrictions on foreign investment, which has led the sales of the business at a distressed price. asian recovery according to asia recovery report 2000, asia’s recovery has been encouraging and faster than expected but incomes and living standards have still a way to go to reach pre-crisis level. korea has experienced the strongest recovery, while indonesia is furthest behind and it is yet broad-based. asset market has led the recovery, with exchange rates and equity valuations at the forefront, but property markets have yet to recover. exports and public spending have driven recovery in the real economy, while private consumption and investment are beginning to track upward as well. the domino effect of the asian financial crisis brought about different policy responses across this part of the world. therefore, as part of the financial sector reform progress in asia, most of the countries in asia established an asset management corporation (amc). amc is a liability agency, which facilitates the transfer of problem assets from financial institution to an expert management of problem loans with the process of maximizing net returns over a reasonable timeframe. the government in asia set up these amc vehicle due to the banking sector failures that is high levels of non performing loans therefore it needs to recapitalize banks and repairing the balance sheet in those countries. these amc vehicles have been established in several emerging market countries that is in indonesia (indonesian banking restructuring agency), malaysia journal the winners, vol. 4 no. 1, maret 2003: 13-17 16 (danaharta), thailand (financial sector restructuring authority), and korea (korea asset management corporation). bank re-capitalization and restructuring is proceeding at an uneven pace. korea and malaysia were ranked as the fastest, indonesia was the slowest while in thailand it is considered to be moderate. recovery is mainly cyclical not structural because recovery progress spread fast among other asian countries. this way it could drive faster recovery in neighboring countries. korea has the fastest recovery progress because the government really put a lot of effort to stabilize the country's economy. in malaysia, because insolvency practices were based on the english model, restructuring therefore could be carried out quickly. in thailand, the insolvency process is similar to the civil law model; the process is very slow because of a great deal of court involvement that is required. thailand is more focused on the liquidation than reorganization. since 1999, the companies in thailand were given a second chance to reorganize the company, rather than liquidation. this has made the law more attractive to the companies as there were an increasing number of companies that enter the insolvency process voluntarily. however, thailand’s law is very limiting, therefore it needs to adopt western approach in order to carry out the recovery more quickly. indonesia, on the other hand, is facing difficulties in solving the recovery progress. the country is under weak government institutions and robust political competition, which in turn cause a political instability. its high level of corruption has made it even harder for the country to recover from the crisis. conclusion since july 1997, when the thai bath collapsed, east asia has experienced an unprecedented economic contraction and dramatic recovery. although adjustment is not complete, there has been significant progress made in repairing balance sheets disrupted by recent financial crises. steps also have been taken to improve supervision and regulation. however, the biggest challenge facing east asian policymakers is to decide how much of certain traditional institutional practices to keep, and how much to discard in favor of systems in place advanced market economies. details recovery progress of the countries in asia will be discussed further in next jurnal. references bank indonesian, indonesian financial statistics, various issues; central bureau of statistics, official releases, various issues; ministry of finance, international monetary fund, international financial statistics, various issues; staff estimates. hesketh. w. june 2001. notes of the asian financial crisis. jakarta: pt deloitte advisory. asian financial crisis: overview of asian crisis… (noerlina; sylvia cinthya dewi) 17 www.adb.org/documents/books/ado/2002/ino.asp http:www.cidse.org/pubs/tamingtigers.html#1.%20the%20mft http://www.efic.gov.au/economics/020510.asp http://www.economicjustice.org/resources/media/malaysiaimf.html www.globalpolicy.org/socecon/global/khorasre.htm http://www.orrick.com/about/offices/tokyo/article4.htm http://www.mof.go.th/ther_2/index_ther.html, 4/12/2000; feer 7/9/98,67. www.bppn.go.id www.danaharta.gov.my www.fra.or.th www.kamco.or.kor microsoft word 02_ed_widyatama_devy_indonesian banking architecture-a2t.doc 6   journal the winners, vol. 16 no. 1, march 2015: 6-14  implementation of the indonesian banking architecture as a blueprint of the direction and order of the national banking system: empirical study of indonesian commercial banking devy m. puspitasari1; nugroho j. setiadi2; nurrina rizkiyanti3 1,2,3 faculty of business and management, widyatama university jln. cikutra no. 204a, bandung 40124 1devy.mawarni@widyatama.ac.id; 2nugroho.setiadi@widyatama.ac.id abstract this study aims to examine the influence of capital adequacy ratio (car), earning assets, and liquidity against return on asset (roa) in the conventional bank which has the biggest asset listed in indonesian stock exchange (idx) during the period of 2006 to 2010. this research used time series data from bank indonesia’s report and financial reports annually published by banking firms listed in idx. after passing the purposive sampling, there were 27 conventional banks listed in idx as sample in this study. by using multiple regression analysis (f-test), results showed that car, non performing loan (npl), and non performing loan (npl) collectively have significant influence on roa. however, by using individual analysis (t-test), npl has a negative and significant influence on roa, while car and ldr have no significant influence on roa. keywords: financial performance, indonesian banking architecture (iba), banking system, idx abstrak penelitian bertujuan untuk menguji pengaruh capital adequacy ratio (car), aktiva produktif, dan likuiditas terhadap return on asset (roa) pada bank konvensional yang memiliki aset terbesar yang terdaftar di bursa efek indonesia (bei) selama periode 2006 sampai 2010. penelitian menggunakan data time series dari laporan bank indonesia dan laporan keuangan tahunan yang diterbitkan oleh perusahaan-perusahaan perbankan yang terdaftar di bei. setelah melewati purposive sampling, 27 bank konvensional yang terdaftar di bei digunakan sebagai sampel dalam penelitian ini. dengan menggunakan analisis regresi berganda (f-test), hasil penelitian menunjukkan bahwa car, non performing loan (npl), dan non performing loan (npl) secara kolektif memiliki pengaruh yang signifikan terhadap roa. akan tetapi, dengan menggunakan analisis individu (t-test), npl memiliki pengaruh negatif dan signifikan terhadap roa, sedangkan car dan ldr tidak berpengaruh signifikan terhadap roa. kata kunci: kinerja keuangan, arsitektur perbankan indonesia, sistem perbankan, bei implementation of the indonesian..... (devy m. puspitasari; dkk) 7  introduction bank is a financial institution that has an important role in national economy as a financial intermediary. besides, bank also an industry that its business activities rely on public trust so the bank’s health needs to be preserved (merkusiwati, 2007). since the second semester in 2008, money market in various parts of the world has experienced unfavorable conditions. this situation is triggered by subprime mortgage crisis in usa that extends to investment, financial derivatives product, and commodity market. based on infobank, for banking sector in indonesia, the crisis generally is caused by a lack of liquidity in foreign currency, scarcity of credit facilities as an effect of the consolidation policy conducted by the bank on its credit portfolio, increases in interest rate, and increases in cost of credit along with the rise of credit risk (fitriyana, 2011). even though facing much pressure due to global financial crisis spreading widely, indonesian banking performance in 2008 is relatively stable. the increasing of monitoring function and cooperation with relevant authorities with the issuance of some regulation of bank indonesia and government play significant role in maintaining banking security from the negative impact of financial market turmoil. banks in indonesia succeeded in increasing its intermediary function and doing consolidation process with positive results. (bank indonesia, 2008) according to merkusiwati (2007), company performance assessment for management can be interpreted as an assessment of the achievements. in this case, profit can be used as a measure of achievement in a company. company performance assessment is important to do, either by management, shareholder, government, or any other parties who is concerned and related to the wealth distribution among them. generally, there are five valuation aspects to assess banking performance which called camel (capital, assets, management, earning, and liquidity). it is also supported by the decree of director of bank indonesia in 1999. the capital aspect includes car, the assets aspect includes npl, and the earning aspects include net interest margin (nim) and operation efficiency (bopo), while the liquidity aspects include ldr and reserve requirement (rr, in indonesian usually called as gwm). four of five aspects which are capital, assets, management, earning, and liquidity are analyzed with financial ratio. measurement of the ability to generate profit (profitability) in the banking industry that is often used is the return on equity (roe) and return on assets (roa). roa focuses on company’s ability to generate earnings from its business activities, while roe only measure the return on investment from company’s owner on that business (sudiyatno & suroso, 2010). next, this study would use roa as a performance measurement in the banking industry. capital adequacy ratio (car) is a benchmark of capital assessment in the context of a health level owned by every bank. the car magnitude is measured through a ratio between banks’s capitals to risk assets ratio (crar). since the crisis period until today, car becomes the main reference in determining a bank’s health as in declares in the decree of director of bank indonesia in 1999. the governor of bank indonesia officially announced the implementation of indonesian banking architecture (iba) which is a blueprint of the direction and national banking order in the future. one of iba programs is changing the minimum capital requirement for commercial banks (including bank pembangunan daerah) into idr 100 billion with a minimum car 8% at the latest in 2010. determination of car as a variable that affects profitability is based on its relationship with the risk level of a bank. according to werdaningtyas (2002), the height of capital ratio can protect customers, thereby increasing customer trust against the bank. based on susilo, triandaru, and santoso's (1999) study, one of a bank risks is credit risk. credit risk refers to the risk faced by the bank because of distributing the funds in the form of loans to the public. because of many things, a borrower might not fulfill its payments to the bank such as loan 8   journal the winners, vol. 16 no. 1, march 2015: 6-14  principal, interest, and others. the unfulfilled obligation of customer to the bank can cause the bank to suffer losses from uncollectable earnings that has been predicted previously. financial ratio used as a proxy of risk value is a non performing loan (npl) ratio. the lower the ratio of npl, the lower the credit risk a bank has to bear. liquidity plays an important role in managing banking performance. one of the measurements to measure bank liquidity is by using loan to deposit ratio (ldr). the rule of ldr level according to bank indonesia is 110% maximum (achmad & kusumo, 2003). it is called liquid if the bank can pay all of its debt especially short term debts (savings, current accounts, and deposits) and also able to pay and meet all credit requests (suyatmin, 2006). the more illiquid the bank is the customer trust towards the bank will collapse which leads to withdrawal funds and decreases in performance. some researchers have conducted research on the influence of capital adequacy ratio (car), earning assets, and liquidity against return on assets (roa). azwir (2006) examined the effect of some variables such as car, bopo, ldr, npl, and ppap (the allowance for possible losses earning asset) against roa. it showed that car gives a positive and significant effect on roa. the result is also supported by the research of restiyana (2011), ponco (2008), and sudiyatno and suroso (2010), with the results show that car provides a positive and significant influence on roa. in contrast with those studies, the research conducted by (adyani, 2011), which examined the factors that affect the profitability (roa), shows negative and significant influence on roa. in line with the research of adyani, the research of kusumaningrum (2011) and fitriyana (2011) about the effect of car to roa also indicates negative and significant influence. sari (2011) analyzed the influence of car, npl, bopo, nim, ldr, and ppap on banking performance. the result summarized that npl has a negative and significant influence to roa, as same as adyani (2011) and restiyana (2011). however, this result is inversely proportional to kusumaningrum (2011) which showed that npl has no influence to roa. this result is also confirmed by azwir (2006), fitriyana (2011), and ponco (2008). ponco (2008) showed that ldr has a positive and significant influence on roa, as well as restiyana (2011), (azwir, 2006), and kusumaningrum (2011). however, the result is in contrast with sudiyatno and suroso (2010) which indicate that ldr has no significant influence on roa in the banking sector. the result is supported by fitriyana (2011) and adyani (2011) which indicate that ldr has no influence to roa. research hyphoteses capital adequacy ratio (car) is commonly known in bahasa indonesia as rasio kecukupan modal. it means as the number of equity needed to cover the risk of loss which arises from the risky asset investments and financing all fixed assets and bank inventory. entire banks existed in indonesia are required to provide a minimum capital of 8% of crar. the amount capital of a bank will affect the amount of earning assets. so, the higher the utilization of an asset, the bigger the capital needed. therefore, the greater the capital adequacy ratio (car) the higher the profit will be earned. on the other hand, the smaller the risk of a bank the greater the profit earned by the bank (kuncoro & suhardjono, 2002). the result is supported by azwir (2006), sudiyatno and suroso (2010), restiyana (2011), and ponco (2008) which suggest that the capital adequacy ratio (car) has a positive and significant influence on return on assets (roa). based on the above review, the hypothesis proposed is as follows: implementation of the indonesian..... (devy m. puspitasari; dkk) 9  h1: capital adequacy ratio (car) has a positive and significant influence on return on asset (roa). non performing loan (npl) is the ratio of the amount of nonperforming loans in a bank's loan portfolio to the total amount of outstanding loans the bank holds. non performing loan (npl) reflects the amount of credit ratio faced by bank. bank can conduct its operation properly if the npl’s value is fewer than 5%. the increasing rise in npl value will cause allowance for loan and lease losses (ppap) insufficient, so that the bad credit must be taken into account as an expense (cost) that directly affects a bank’s profit. then, because of a few profit accumulations, the cost should be charged to capital (dunil, 2005). thus, the higher the npl the smaller the profit earned, and that will make the roa becomes increasingly small; on the other hand, the higher the npl the lower the performance of a bank. adyani (2011), fitriyana (2011), and kusumaningrum (2011) showed that non performing loan (npl) has a negative and significant influence on return on assets (roa). based on the premises, the hypothesis developed is as follows: h2: non performing loan (npl) has a negative and significant influence on return on assets (roa). loan to deposit ratio (ldr) is the ratio used to measure a bank’s total outstanding loans for a period to its total deposit balance of public funds and equity used over the same period (kasmir, 2003). if the ldr ratio is on the standard set by bank indonesia (80%–110%), the profit earned by the bank will increase (assuming that the bank is able to distribute its credit effectively). by increasing the profit, roa will also increase, since profit is a component to form roa. ponco (2008), azwir (2006), kusumaningrum (2011), and restiyana (2011) indicated that loan to deposit ratio (ldr) has a positive and significant influence on return on assets (roa). based on the results of empirical research, it can be hypothesized as: h3: loan to deposit ratio (ldr) has a positive and significant influence on return on assets (roa). method the data used in this study were secondary data obtained from the publication issued by indonesian stock exchange (idx), indonesian capital market directory (icmd) in 2010 (institute for economics and financial research, 2011), and banking directory from each bank. according to the classification of data collection, the analysis in this study used cross sectional data. it means the data collected was based on companies listed in indonesia stock exchange. population in this study is banking company listed in indonesian stock exchange (idx) and indonesian capital market directory (icmd) in 2010. the number of populations in this study is 29 banks. the sampling technique was done through purposive sampling method with the purpose to get a sample in accordance with the research objectives. purposive sampling method is a sampling method based on a specific criterion. the criteria are as follows: (1) banking company that has gone public in indonesian stock exchange (idx); (2) banking company listed on indonesian capital market directory (icmd) in 2010; (3) banking company that belongs to a public bank; (4) publicizing the financial statement during the period of research (2006-2010). based on the criteria, there are 27 banking companies as a sample. the sample in this study can be seen in table 1. 10   journal the winners, vol. 16 no. 1, march 2015: 6-14  tabel 1 sample of conventional banks period 2006-2010 banks banks • pt. bank mandiri (persero) tbk. • pt. bank himpunansaudara 1906, tbk. • pt. bank rakyat indonesia (persero) tbk. • pt. bank qnb kesawantbk. • pt. bank central asia tbk. • pt. bank ocbc nisp tbk. • pt. bank negara indonesia (persero) tbk. • pt. bank pundi indonesia tbk. • pt. bank cimb niagatbk. • pt. bank capital indonesia tbk. • pt. bank danamon indonesia tbk. • pt. bank arthagrahainternasionaltbk. • pt. bank panin indonesia tbk. • pt. bank ekonomiraharjatbk. • pt. bank permatatbk. • pt. bank mayapada international tbk. • pt. bank internasional indonesia tbk. • pt. bank icb bumiputeratbk. • pt. bank tabungan negara (persero) tbk. • pt. bank mega tbk. • pt. bank bumiartatbk. • pt. bank mutiaratbk. • pt. bank windukentjanainternasionaltbk. • pt. bank bukopintbk. • pt. bank nusantara parahyangantbk. • pt. bank tabungan pensiunannasionaltbk. • pt. bank victoria international tbk. source: indonesian capital market directory 2010 (from idx website) results and discussion table 2 shows adjusted r square (r2) value obtained is 0.441. this means that 44.1% of roa can be explained by car, npl, and ldr, while the remaining 55.9% explained by other variables. table 2 also shows a column of f change (f-value) and sig. f change which can be used to determine whether car, npl, and ldr can influence roa altogether. the column of f change (fvalue) shows the value of (7,843) >ftable (3.03) with the significance of f (sig. f) 0.001 less than 0.05. based on the test, it can be inferred that car, npl, and ldr provide significant influence altogether to the roa. table 2 model summary model r r square adjusted r square std. error of the estimate change statistics durbinwatson r square change f change df1 df2 sig. f change 1 0.711a 0.506 0.441 1.99722 0.506 7.843 3 23 0.001 1.869 a. predictors : (constant), ldr, npl, car source: secondary data processed durbin-watson column in table 2 is used to determine the existing of autocorrelation in a regression model. the requirement to pass autocorrelation test is the durbin-watson value must be in the range of 1.55 to 2.46. based on the column, it can be seen that the durbin-watson value is 1.869. therefore, it can be concluded that the data used on this study has no autocorrelation. implementation of the indonesian..... (devy m. puspitasari; dkk) 11  table 3 coefficients model unstandardized coefficients standardized coefficients t sig. correlations collinearity statistics b std. error beta zero order partial part tolerance vif constant -2.515 2.339 -1.075 0.239 car 0.102 0.058 0.267 1.755 0.093 0.397* 0.334 0.257 0.928 1.077 npl -0.348 0.095 -0.555 -3.653* 0.001 -0.628* -0.606 -0.536 0.932 1.073 ldr 0.042 0.026 0.231 1.573 0.129 0.223 0.312 0.231 0.995 1.005 note: sign * show significant variable between another variable source: secondary data processed based on table 3, it can be noted that the regression equation formed can be as follows: roa = -2.515 + 0.102car – 0.348npl + 0.042ldr + e. the constant value magnitude of -2.515 suggests that if a whole independent variables are not considered as influential against roa or are constant, then the magnitude of roa value is -2.515. the car coefficient magnitude of 0.102 indicates that there is a positive relationship between car and roa. so, if the car value is getting bigger, then the roa value will be bigger. the npl coefficient magnitude of -0.348 indicates a negative relationship between npl and roa. it means the bigger the value of npl the smaller the value of roa, and vice versa. ldr coefficient magnitude of 0.042 indicates a positive relationship between ldr and roa. it means the bigger the value of ldr the bigger the value of roa. there is a correlation column in table 3 that shows the relationship magnitude between independent variables and dependent variable. in this table, it can be seen that only variable of car and npl that has a close relationship with roa. there is a vif column that can also be seen in table 3, which indicates the existing of multicollinearity. to be passed on multicollinearity test, the vif value has to be higher than 10 (vif > 10). based on its requirement, the vif value in table 3 shows that regression model in this study has no multicollinearity. it can be seen also in table 3 a t-test result. it shows the relationship of independent variables and dependant variable. based on table 3, the value obtained of t-value for car variable is 1.755 with level of significance 0.093. the value of t-value(1.755) >t-table(1.71387) with significance t (sig-t) 0.093 is greater than 0.05. so it can be concluded that h1 is rejected. it means that there is no significant influence between car and roa. for the npl, the value of t-value (-3.653) <t-table (-1.71387) with significance t (sig-t) 0.001 is less than 0.005. so it can be concluded that h2 is not rejected. it means that there is a negative and significant influence between npl and roa. for the last variable, ldr, the value of t-value is 1.573 with level of significance is 0.129. the value of t-value (1.573) < t-table (1.71387) with significance of t-value is greater than 0.05. so it can be concluded that h3 is rejected. it means that there is no significant influence between ldr and roa. increasingly, tight business competition requires the company to improve its performance in order to attract public attention, so that people are willing to allocate their funds or investors are willing to invest their money. the performance of a company can be seen on the company's financial reports. the reason this research used banking company as a sample is because the banking sector plays a significant role in the economy of a country which also dominates the national financial sector (purwanto, 2010). the 27 conventional banks taken as sample from the total population 29 banks, therefore there were 2 banks eliminated because of its incompleteness secondary data required in this study. 12   journal the winners, vol. 16 no. 1, march 2015: 6-14  based on the result, car has a positive but no significance influence on roa. it is indicated by the t-value greater than t-table with the significance more than 0.05. this means that the influence of car on roa is low and statistically not significant on the significance level below 5%, or in other words h1 is rejected. this happens because in 2008 bank century experienced a case resulting the car ratio of bank century was far below the standards imposed by bank indonesia. this greatly affects the result of the research. result of this study is consistent with adyani (2011), fitriyana (2011), and kusumaningrum (2011). however, this result does not agree with azwir (2006), restiyana (2011), ponco (2008), and sudiyatno and suroso (2010) in which these studies indicate that car has significant influence on roa. the result of npl against roa indicates that npl has a negative and significant influence on roa. it means if the npl declines, it will increase the bank performance which is proxy by the roa indicator. it is indicated with the value of t-value smaller than t-table with the significance less than 0.05, so that h2 is not rejected. it is characterized by the average level of npl in the study is at a safe level, which is below 5%. this indicates that most of banks in indonesia have already kept its credit distribution very well. result of this study is in accordance with the study of adyani (2011), restiyana (2011), and sari (2011). however, these results differ from azwir (2006), ponco (2008), fitriyana (2011), and kusumaningrum (2011) which indicate that the npl variable has no significant influence on roa. the result of ldr against roa indicates that ldr has no significant influence on roa. this is showed by the t-value less than ttabel value with the significance greater than 0.05, so it can be concluded that h3 is rejected. this result illustrates the condition of banks in the bei which is generally inefficient, so that the revenue of the funds distributed to the public cannot be maximized. their inefficiencies can be caused because of credit failures, thereby increasing the bank charge. this result is supported by adyani (2011), fitriyana (2011), and sudiyatno and suroso (2010). however, on the other hands, the result study is in contrast with azwir (2006), ponco (2008), and suwandhani (2008) which indicates that ldr has a positive and significant influence on roa. conclusion based on the collective test result using f-test, it is obtained that f-value (7.843) > f-table (3.03) with the significance f (sig-f) 0.001 or less than 0.05. it infers that car, npl, and ldr collectively give a significant influence on roa. furthermore, based on the individual test result using t-test, it can be inferred as follows. capital adequacy ratio (car) variable against return on assets (roa) variable gives a positive but no significant influence. this statement is based on t-value > t-table with significance f (sig-f) 0.093 or greater than 0.05, which concludes that h1 is rejected. non performing loan (npl) variable against return on assets (roa) variable gives a negative and significant influence. the statement is based on the value of t-value (3.65) < t-table (-1.71) and the significance of f (sig-f) is 0.001 or less than 0.05, so that the h2 is not rejected. loan to deposit ratio (ldr) variable against return on assets (roa) variable has no significant influence. the statement is based on the value of t-value (1.57) < t-table (1.71) with significance f (sig-f) is 0.12 or greater than 0.05, so that the h3 is rejected. implementation of the indonesian..... 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(2002). faktor yang mempengaruhi profitabilitas bank take over pramerger di indonesia. jurnal manajemen indonesia, 1(2), 24–39. cover_vol.10 no.2 september 2009.fh11 ��������� ���� ������� ��� �� ������ ����������������� �������� ����������������������� ��� � �� �� � ������ ��������!"��#$�%����������������� ��� ������� � ��"��&" ��"�"%�� ' %�( �) �� ����� ��� �!����*" �"�"���%�� ' %�� $�� %�( ( %�( � + &,�"�-���&,��%�� $�� %�( ( &����* ��"�"�����"��"!,"%�� ' %�( ( ��������."���%�� �/ %�( �� *"�����������"���%�� ' %�+�%�( � ���0+)) 1 #"��"!���"�!,���%�� & %�( ( �� ���"2�� !�"�� ��%�( ( #"���.��/�"��.�%�� ' %�( ( ���� ����� �� /��3 ��� �#"�,"����/�"��.��0����������������1 /��3 �+�!��-"��"���"���%�(+%�/2� �0��������"��/"�)"���"1 �� �'�4����+)2�"!�$ �)����0����������������1 �� �#��"�����"���0����1 �� �#"��3����"���0����1 �� �( 2����+�!�"���"2%�/2 ��0/����!��������������1 �� �'!��� ����"!�%�( ( �0���������"��/"�)"���"1 �� ���"��#�� ����2"���%�( �) 0/����!��������������1 '�.����"��!2"�%�/2 ��0/����!��������������1 &"�"�4�+���* �"����%�/2 � ��� �-������5��"� �%�( �� ����#���"."��%�( ( ������&"�!��4�� ��"�!"��%�� ' %�( �� � �#������'��"."�"%�( �� �0���������"��/"�)"���"1 (�2"��"!��"3����"6"�%�( �) �0���������"��/"�)"���"1 ������������� ��" �'�!"�4�'��"."��%�( 7�� 82�����"��/"����! �4"����"!"��%�� � #���� +�44"�-��!�"���"2 ������ �� � +���!���%�� $�� %�( &� �� � ����� ��� ��������"��������!"��#$� ���������"�����"�� �"��"�" $"�� ��+�44���%�5� $�����5�� ���"�"��9 $�����5�� �%�5"�"��"��"�"����:;� &��� ���� :;:�<<���=� ���>� -"= ���� :;����� '�"��?�"���!���@��� � �! %�!�" ��"�"@��� � �! ��������� ��! &��������0! 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transaksi.doc journal the winners, vol. 5 no. 1, maret 2004: 34-44 34 mengamankan transaksi di internet: suatu tinjauan terhadap justifikasi dan metode adi cahyadi1 abstract securing internet transaction has become more crucial considering the rise of cyber crime. although many business owners have become aware of this, the implementation of security technology especially in developing countries is still somewhat slow and this is not apart from the fact that securing electronic transaction is costly. improper consulting practice has also resulted in an overspending of budget for security projects. this article tries to shed some light to its readers and business owners on the proper practice of evaluating a security investment, selecting an appropriate security solution as well as introducing major methods of securing an electronic transaction. keywords: internet, transaction, justification, method abstrak mengamankan transaksi di internet menjadi hal yang semakin penting, terlebih dengan meningkatnya tindak kriminalitas di dunia cyber. walaupun banyak pengusaha menyadari hal itu, implementasi dan aplikasi teknologi pengamanan, khususnya di negara sedang berkembang, masih relatif lambat dan hal itu tidak terlepas dari kenyataan bahwa biaya mengamankan transaksi elektronik relatif mahal. kendala itu diperburuk dengan adanya praktik yang tidak terpuji dari para konsultan yang cenderung merekomendasikan produk/teknologi yang sebenarnya tidak dibutuhkan perusahaan. artikel ini mencoba memberikan sedikit gambaran kepada para pembaca dan para pemilik usaha e-business mengenai praktik yang benar dalam menilai kelayakan investasi di bidang keamanan data dan dalam memilih solusi dan produk keamanan yang tepat bagi usahanya. juga memperkenalkan sejumlah metode utama yang banyak digunakan dalam mengamankan jaringan komputer serta transaksi elektronik. kata kunci: internet, transaksi, justifikasi, metode 1 staf pengajar universitas trisakti & ubinus, jakarta mengamankan transaksi di internet… (adi cahyadi) 35 pendahuluan pentingnya mengamankan transaksi di internet sejak digagasnya konsep bertransaksi lewat media internet, banyak pihak mempertanyakan keamanannya. hal itu tidak terlepas dari sifat internet itu sendiri yang terbuka dan bebas diakses oleh pihak manapun. kekhawatiran akan keamanan bertransaksi di internet semakin meningkat setelah banyak perusahaan mulai menggunakan internet untuk tujuan bisnis, terlebih setelah khawatiran tersebut terbukti dengan terjadinya berbagai kasus pembobolan server, pencurian data, dan penyerangan terhadap sejumlah situs yang mengkibatkan kerugian yang cukup signifikan. kegiatan pelanggaran hukum (cyber crime) semakin meningkat pada dasawarsa belakangan ini, akibat semakin mudahnya seorang pengguna internet memperoleh perangkat lunak yang diperlukan untuk melakukan penyerangan terhadap suatu situs. kecenderungan itu terlihat pada hasil survei yang dilakukan oleh cert (computer emergency response team), suatu tim yang dibentuk oleh carnegie mellon university untuk meneliti dan mendukung pemecahan masalah keamanan komputer yang timbul. survei itu menemukan bahwa dilihat dari tingkat kecanggihan serangan dan tingkat keahlian penyerang, terjadi suatu kecenderungan yang kontras (berlawanan). dari tahun 1980-an sampai awal 2000, tingkat kecanggihan penyerangan semakin meningkat namun sebaliknya, tingkat keahlian penyerang memperlihatkan kecenderungan menurun. sumber cert, carnegie mellon university gambar 1 grafik tren tingkat kecanggihan penyerangan dan keahlian penyerang journal the winners, vol. 5 no. 1, maret 2004: 34-44 36 terlihat dari grafik tersebut bahwa mendekati abad ke-21, tingkat kecanggihan serangan semakin meningkat mulai dari sekedar menebak login password, membobol password, sampai pada melakukan serangan terdistribusi terhadap suatu sasaran (situs). selain tingkat kecanggihan serangan yang meningkat, frekuensi serangan pun semakin meningkat dan hal itu dikonfirmasi oleh hasil survei yang diadakan oleh lembaga penyidik federal as (federal bureau of investigation) pada tahun 2000, yaitu 70% dari 643 responden yang diwawancara menyatakan pernah diserang atau menjadi korban pembobolan. angka itu meningkat 42% dari tahun 1996. kecenderungan itu juga dikuatkan oleh hasil pendataan cert yang menunjukkan adanya kenaikan jumlah laporan tindak kriminal yang menggunakan teknologi komputer. dari 2.600 laporan pada tahun 1996 menjadi 10.000 laporan pada tahun 1999 dan bahkan melonjak menjadi 22.000 laporan pada tahun 2000, seperti yang terlihat pada tabel 1 di bawah ini. tabel 1 insiden dan kelemahan sistem informasi yang dilaporkan pada cert 1996 1997 1998 1999 2000 insiden 2.573 2.134 3.734 9.859 21.756 kelemahan 345 311 262 417 774 sumber: cert meningkatnya kecanggihan serangan, menurunnya level keahlian penyerang, serta meningkatnya frekuensi penyerangan mengindikasikan lahirnya suatu kelompok pelanggar hukum baru yang menggunakan aplikasi yang disediakan oleh seorang programmer ahli untuk melakukan suatu tindak kriminal. dengan adanya kelompok baru itu, populasi pengguna internet yang berpotensi melakukan tindak kriminal (cyber crime) meningkat tajam. hal itulah yang menjadikan transaksi di internet semakin rentan dan memerlukan pengamanan. pembahasan hambatan mengembangkan sistem keamanan transaksi di internet banyak pengusaha e-business memulai langkah pengamanan transaksi bisnisnya dengan menyewa konsultan untuk mengidentifikasikan kelemahan sistem informasi yang dimilikinya sekaligus memberikan masukan bagi pengusaha mengenai teknologi keamanan data yang harus dimilikinya. ketergantungan pengusaha terhadap informasi dan masukkan konsultan menjadikan mereka rentan terhadap praktik penipuan dan para konsultan mengusulkan suatu sistem keamanan yang berlebihan untuk mengejar nilai kontrak yang maksimal. mahalnya biaya konsultasi dan pengembangan sistem keamanan itulah yang menyebabkan banyak perusahaan menunda investasinya pada hal yang kritis ini. dilema di atas tidak perlu terjadi bila para pengusaha memahami pedoman utama dalam melakukan investasi di bidang keamanan data yang menyebutkan bahwa “justifikasi investasi di bidang keamanan data tergantung dari rasio antara nilai investasi yang diperlukan untuk mengamankan data pada suatu periode dan nilai kerugian potensial dari dicurinya/diubahnya/dirusaknya data oleh pihak yang tidak bertanggung-jawab sedangkan nilai mengamankan transaksi di internet… (adi cahyadi) 37 kerugian potensial itu sendiri merupakan hasil pengalian antara nilai kerugian per insiden dengan peluang terjadinya insiden dalam suatu periode”. cara pengukuran itu secara lebih jelas dapat dilihat pada formula sederhana berikut ini. nilai justifikasi = nilai investasi keamanan data pada suatu periode (nikd) --------------------------------------------------------------------- nilai kerugian potensial pada suatu periode (nkp) nilai kerugian potensial = nilai kerugian per insiden x peluang terjadinya insiden pada suatu periode menggunakan rumus tersebut, seorang pengusaha dapat menentukan apakah suatu data atau aset layak untuk mendapatkan perlindungan tertentu atau tidak. sebagai contoh, bila nilai justifikasi suatu investasi kurang dari 1 berari bahwa nilai kerugian potensialnya lebih besar dari nilai investasinya sehingga investasi tersebut dapat dibenarkan. sebaliknya, bila nilai justifikasinya lebih besar dari 1 berarti bahwa nilai investasi lebih besar dari nilai kerugian potensial maka investasi tersebut tidak dapat dibenarkan secara finansial. konsep keamanan bertransaksi di internet keputusan atas metode dan teknologi keamanan yang tepat untuk mengamankan suatu transaksi selain dapat dilihat dari segi finansial, juga dapat dilihat dari definisi keamanan transaksi itu sendiri. pada beberapa literatur disebutkan bahwa keamanan bertransaksi terjadi bila pengusaha dapat menjamin adanya hal berikut. 1. privacy/confidentiality (kerahasiaan), yaitu kerahasiaan data pelanggan dan perusahaan dari pihak yang tidak berkepentingan. 2. authenticity (otentisitas), yaitu kepastian bahwa data atau informasi yang terlihat pada situs melalui browser atau yang dikirim melalui e-mail adalah benar informasi dari perusahaan atau orang yang menjadi lawan transaksi. 3. authorization (otorisasi) atau akses, yaitu kepastian bahwa orang yang mengakses data, server, atau jaringan adalah benar orang yang berkepentingan atau diberikan kewenangan untuk berbuat demikian. 4. availability (ketersediaan), yaitu kepastian bahwa seorang pengguna yang berkepentingan (karyawan, konsumen, pemasok, atau rekanan) perusahaan dapat mengakses data atau jaringan perusahaan kapan pun diperlukan. 5. integrity (integritas), yaitu kepastian bahwa data yang dikirim atau disimpan belum diubah atau dimanipulasi. kelima kualitas itu menentukan amannya suatu transaksi di internet sehingga bila ingin melakukan investasi dalam mengamankan transaksi dengan pelanggan di internet, kelima faktor itu perlu dipenuhi. metode pendukung keamanan bertransaksi di internet berdasarkan nilai atau faktor yang digunakan dalam mengukur keamanan bertransaksi di journal the winners, vol. 5 no. 1, maret 2004: 34-44 38 internet, alat atau metode pengamanan (security tools) yang perlu diperhatikan oleh seorang pengusaha atau lembaga yang ingin melakukan transaksi melalui internet dibagi menjadi lima kategori berikut. 1. metode yang mendukung kerahasiaan data. 2. metode yang mendukung otentikasi pengguna. 3. metode yang mendukung keamanan akses ke jaringan computer. 4. metode yang mendukung ketersediaan layanan (availability). 5. metode yang mendukung keutuhan data (intergrity). 1. metode yang mendukung kerahasiaan data kerahasiaan data dapat didukung oleh teknologi enkripsi (encryption technology), yaitu suatu teknologi software yang menggunakan formula matematik untuk mengacak (encrypt) data yang akan dikirim. teknologi itu juga memungkinkan data yang telah diacak untuk dikembalikan dalam bentuk semula (decrypt) oleh si penerima pesan. teknologi enkripsi itu memiliki dua pendekatan sebagai berikut. 1. pendekatan private key encryption. pada pendekatan itu, kunci yang sama dipakai untuk mengenkripsi (mengacak) dan mendekripsi (menyusun ulang) data seperti yang terlihat pada diagram di bawah ini. gambar 2 bagan cara kerja private key encryption 2. pendekatan public key encryption. pada pendekatan itu, dua kunci yang berbeda dipakai untuk mengenkripsi (mengacak) dan mendekripsi(menyusun ulang) data. kunci yang disebut public key dipakai untuk mengenkripsi data sedangkan kunci pembuka yang disebut sebagai private key dipakai untuk menyusun ulang data. seperti yang terlihat pada diagram di bawah ini. private key private key t e e t t = text e = encrypted text mengamankan transaksi di internet… (adi cahyadi) 39 gambar 3 bagan cara kerja public key encryption pendekatan kedua itu dinilai lebih aman karena kunci pembuka, yaitu private key tidak perlu didistribusikan. pendistribusian yang diperlukan ialah kunci pengacaknya sehingga walaupun kunci tersebut dicuri oleh seorang hacker, ia belum dapat membuka kode yang hanya dapat disusun kembali oleh kunci private (private key). metode kedua yang dilakukan untuk menjamin privacy adalah melakukan pengamanan pada sisi end user dan server (end user and server security). pada metode end-user security, para pemakai komputer perlu diberikan pengarahan bahkan perlu diinformasikan mengenai peraturan penggunaan fasilitas internet maupun fasilitas ti lainnya. para pemakai komputer juga perlu dibimbing (supervised) untuk melakukan kegiatan bisnisnya sesuai dengan aturan main yang telah ditetapkan perusahaan, termasuk dalam penggunaan sistem informasi perusahaan. terakhir, para pemakai komputer perlu pula diawasi dalam hal pemakaian dan penggunaan fasilitas ti perusahaan. pada metode server security, server perlu dilindungi dengan cara berikut. a. membuat privacy policy, yaitu organisasi membuat dan mensosialisasikan peraturannya mengenai kerahasiaan data yang dipertukarkan dalam jaringan sistem informasinya berikut alokasi kewenangan mengakses data. b. membatasi akses ke server semua alat yang terhubung dengan server harus diamankan untuk menjamin tidak adanya akses yang tidak dibenarkan. c. mengamankan e-mail karena e-mail sering menjadi sumber masuknya virus dan program destruktif lainnya. 2. metode yang mendukung otentikasi pengguna (authentication) tujuan utama otentikasi adalah menjamin bahwa pihak yang mengirim data adalah benar pihak yang merupakan lawan transaksi, seperti yang diklaim olehnya. otentikasi dapat dilakukan melalui dua cara berikut. 1. pembenaran terhadap jati diri seseorang. pembenaran terhadap jati diri seseorang dapat dilakukan melalui tiga hal sebagai berikut. t e e t journal the winners, vol. 5 no. 1, maret 2004: 34-44 40 a. dengan memberikan password atau username saat mengakses/login ke suatu server atau situs. pendekatan itu disebut sebagai otentikasi menggunakan informasi yang hanya orang tersebut tahu (authentication based on what you know). b. dengan melakukan penginderaan (scanning) terhadap salah satu bagian anggota tubuh, seperti retina mata, wajah, sidik jari, suara, dan sebagainya. metode itu disebut juga sebagai metode biometric security atau metode otentikasi dengan mengklarifikasikan diri berdasarkan anggota tubuh yang dimiliki (authentication based on what you are). c. dengan memberikan sesuatu yang hanya yang hanya dimiliki pribadi, seperti menggesek bagian strip magnetis kartu identitas. metode otentikasi itu disebut juga otentikasi berdasarkan yang dimiliki (authentication based on something you posses). 2. pembenaran menggunakan digital signatures dan digital certificate. a. tanda tangan digital (digital signatures) bila tanda tangan seseorang memperlihatkan keunikan identitas seseorang, tanda tangan digital memperlihatkan keaslian pengirim sebuah pesan elektronik. cara kerja tanda tangan digital (digital signature) sebagai berikut. bila seorang pengirim hendak mengirim pesan. pesan tersebut diproses menggunakan algoritma matematik sehingga menghasilkan sederet karakter yang mewakili keseluruhan dokumen. proses itu disebut “hashing”. sederet karakter hasil proses itulah yang disebut tanda tangan digital. tanda tangan digital itu dienkripsi (diacak) menggunakan kunci enkripsi. pada saat si penerima menerima pesan tersebut, pesan asli yang diterimanya diproses menggunakan algoritma yang sama dengan milik si pengirim untuk menghasilkan sederet karakter yang merupakan tanda tangan digital (digital signature). tanda tangan digital yang diterima b dari pengirim dibuka menggunakan kunci enkripsi sehingga menghasilkan set/deret karakter kedua. kedua set/deret karakter itu dibandingkan untuk melihat apakah pesan tersebut otentik atau tidak. b. sertifikat digital (digital certificate) suatu metode juga diperlukan untuk memastikan bahwa seseorang benar-benar berasal dari suatu organisasi/perusahaan atau benar-benar jujur atas apa yang diklaim olehnya. suatu sistem yang menggunakan sertifikat elektronik muncul untuk menjawab tantangan itu. dalam sistem itu, sertifikat elektronik (berisi nama, organisasi, dan titel dan sebagainya) disimpan dalam sebuah basis data publik yang dapat dengan mudah diakses untuk memverifikasikan identitas seseorang dengan cepat. sistem tersebut bekerja sebagai berikut. sebuah dokumen elektronik yang ditanda-tangani oleh pihak ketiga yang disebut otorita sertifikasi (certification authority). dokumen/sertifikat itu berisi informasi mengenai seseorang atau sebuah organisasi seperti nama, lokasi, perusahaan, alamat e-mail, dan tanggal kedaluwarsa. setelah sertifikat itu ditandatangani oleh ca, dapat digunakan oleh pemegangnya sebagai bukti identitas. mengamankan transaksi di internet… (adi cahyadi) 41 sertifikat digital itu dapat dipakai untuk memverifikasi berbagai hal seperti menverifikasi public key, menverifikasi e-mail, menverifikasi situs, dan sebagainya. perusahaan yang berperan sebagai pengesah sertifikat (ca), antara lain, verisign (http://www.verisign.com) dan certco (http://www.cerco.com). 3. metode yang mendukung keamanan akses komputer bila otentikasi diperlukan untuk menyaring orang yang mengakses suatu data, aplikasi atau jaringan baik dari dalam maupun luar sistem/jaringan komputer perusahaan, suatu metode lain diperlukan untuk menyaring data yang masuk ke dan keluar dari jaringan sistem informasi internal perusahaan. disinilah teknologi firewall berperan. tujuan dibangunnya firewall untuk mengamankan jaringan internal yang lebih terpercaya (trusted network) dari jaringan luar yang kurang dipercaya (untrusted network) dengan cara memonitor data yang keluar masuk kedua jenis jaringan itu melalui satu titik akses. secara lebih jelas, penempatan firewall dapat dilihat pada diagram di bawah ini. gambar 4 bagan posisi firewall dalam jaringan internal perusahaan firewall sendiri dapat berupa hardware maupun software yang fungsinya, antara lain sebagai berikut. 1. merekam lalu lintas data (log traffic) yang keluar masuk jaringan internal perusahaan. 2. menyaring informasi. software yang terpasang pada sebuah firewall server dapat diprogram untuk menyaring paket data yang masuk dan keluar berdasarkan alamat ip, nama, passwords, dan sebagainya. 3. mengontrol lalu lintas data. hal itu merupakan fungsi yang lebih kompleks dan rumit ketika sebuah firewall melakukan identifikasi terhadap tingkat kewenangan akses serta memelihara sistem pelacakan kegiatan (audit trail) sehingga perusahaan dapat mengetahui profil dan kecenderungan dari para pemakai jaringan. internet firewall home pc accounting server inventory server product catalog server journal the winners, vol. 5 no. 1, maret 2004: 34-44 42 banyak jenis dan tipe firewall yang ada dipasaran dewasa ini namun untuk menyingkatkan pembahasan variasi tersebut tidak disinggung lebih jauh. 4. metode yang mendukung ketersediaan pelayanan (availability) metode keamanan transaksi juga menyangkut ketersediaan pelayanan secara terusmenerus dan hal itu dapat dicapai melalui berbagai cara antara lain sebagai berikut. 1. membangun sistem backup untuk data dan aplikasi. membangun sistem backup untuk data dan aplikasi dapat dilakukan dengan berbagai peralatan backup yang ada di pasaran, antara lain menggunakan floppy disk, cd, bahkan hard disk tambahan. juga membuat duplikatnya secara manual dan teratur atau menggunakan sistem backup otomatis menggunakan raid (redundant array of inexpensive disk), yaitu suatu sistem backup data menggunakan beberapa hard disk yang dihubungkan secara paralel sehingga data yang ditulis pada hard disk utama ditulis pula pada hard disk lainnya. sistem itu biasa dipasang pada suatu server. terdapat beberapa hal yang harus dipertimbangkan dalam melakukan backup terhadap data atau aplikasi, antara lain berikut ini. a. pilihan media penyimpanan harus berdasarkan kapasitas dan volume pemakaian komputer yang di backup. contohnya, penggunaan floppy atau cd cocok untuk komputer pc atau workstation sedangkan server sebaiknya di backup menggunakan hard disk tambahan atau raid. untuk server jenis mainframe atau miniframe, pemakaian media berkapasitas besar seperti magnetic tape dan disc dapat dipertimbangkan. b. lokasi penyimpanan media backup sebaiknya tidak berdekatan dengan komputer yang di backup karena bila terjadi musibah (kebakaran, gempa bumi, dan sebagainya) yang merusak fasilitas utama, media backup masih dapat diselamatkan. c. backup data sebaiknya dilakukan secara rutin dan teratur dengan frekuensinya yang tergantung dari tingkat kepentingannya. d. disarankan untuk membuat 3 duplikat data sehingga bila terjadi sesuatu kerusakan pada suatu duplikat data, masih dimiliki yang lainnya. e. penggunaan backup data jarang terjadi dan hal itu mengakibatkan duplikat data jarang diakses dan dites sedangkan media penyimpanan data lama-kelamaan mengalami kerusakan sehingga dapat merusak data. untuk mengantisipasi terjadinya hal itu maka backup data yang disimpan pada media penyimpanan harus dikopi ulang ke media baru setelah masa/periode kedaluwarsanya (menurut produsen media tersebut) tercapai. 2. membangun sistem backup untuk fasilitas jaringannya sendiri. selain data dan aplikasi, fasilitas jaringan juga perlu dibackup demi mengantisipasi adanya bencana yang mengakibatkan rusaknya fasilitas tersebut. cara yang populer adalah dengan membangun fasilitas komputer cadangan yang sewaktu-waktu dapat digunakan untuk menggantikan peran fasilitas utama yang rusak akibat suatu musibah. ada tiga jenis fasilitas cadangan yang dapat dibangun, antara lain sebagai berikut. a. cold site adalah suatu fasilitas yang memiliki ruangan, sumber listrik, air, dan penerangan, serta ventilasi yang memadai namun tidak memiliki perangkat keras dan perangkat lunak. tipe fasilitas jenis itu paling murah untuk dibangun namun paling lambat dalam hal menggantikan peran fasilitas utama. mengamankan transaksi di internet… (adi cahyadi) 43 b. warm site adalah suatu fasilitas yang selain memiliki ruangan, sumber listrik, air, penerangan, dan ventilasi juga memiliki perangkat keras (hardware) dan lunak (software) yang memadai untuk menggantikan peran fasilitas utama. namun, kelemahan sistem itu adalah absennya database sehingga untuk mengoperasikannya masih memerlukan database yang dikopi dari sistem utama. c. hot site adalah suatu fasilitas cadangan lengkap yang terdiri dari fasilitas listrik, air, penerangan, ventilasi, perangkat lunak, maupun keras ditambah dengan database yang di update secara berkala dari database pusat sehingga dapat dengan cepat menggantikan peran fasilitas utama. 5. metode yang mendukung integritas data metode keamanan yang mendukung integritas atau keutuhan data biasanya berupa metode yang telah dibangun di dalam suatu aplikasi (software) atau bahasa komunikasi data (protocol). fungsi atau metode yang memastikan inetgritas suatu data biasa juga disebut fungsi kontrol dan fungsi kontrol yang disinggung dalam artikel ini adalah fungsi kontrol aplikasi (application control). adapun fungsi kontrol dalam suatu aplikasi, antara lain sebagai berikut. 1. kontrol dalam pemrosesan (application processing). fungsi kontrol pemrosesan itu meliputi proses pengecekan validasi, rekonsiliasi data, pengecekan nomor urut (sequence), dan identifikasi transaksi yang ganjil. 2. kontrol terhadap perkembangan transaksi (transaction in progress). fungsi itu mengecek penyelesaian suatu transaksi, apakah barang yang dipesan sudah dikirim atau belum. 3. kelengkapan data (data completeness), yaitu mengecek apakah data yang diterima utuh/lengkap atau tidak. metode itu meliputi aktivitas membandingkan nilai binary digit total yang dihitung oleh komputer penerima dengan binary digit total yang disimpan pada paket data yang dikirim (bit control check). 4. pelacakan kegiatan akses data (audit trail). suatu fungsi pelacakan terhadap aktivitas pengguna dalam mengakses dan memanfaatkan data. hal itu perlu dilakukan untuk mengidentifikasikan dan melacak kegiatan akses dan pemanfaatan data yang tidak wajar. keempat fungsi/metode kontrol itu perlu dimiliki oleh suatu aplikasi manajemen basis data dan manajemen jaringan untuk menjamin integritas data, aplikasi, maupun jaringan sistem informasi secara keseluruhan. 6. memilih metode pengamanan yang tepat bila sudah menentukan metode pengamanan yang akan diterapkan berdasarkan justifikasi investasi yang telah dihitung rasionya, pertanyaan selanjutnya adalah bagaimana memilih produk keamanan yang tepat dari ratusan bahkan ribuan produk yang ada di pasaran. tidak ada suatu kriteria yang pasti dalam memilih produk keamanan terbaik. suatu produk yang berjalan baik pada jaringan komputer suatu perusahaan mungkin memperlihatkan kinerja yang buruk pada jaringan komputer perusahaan lainnya. walau demikian, ada beberapa kriteria umum yang masih dapat dipakai untuk menilai ketepatan suatu produk untuk usaha. francis pineda, seorang konsultan senior di bidang keamanan data dari i sentry solutions inc menyatakan bahwa kriteria memilih produk keamanan yang ideal seharusnya mencakup factor, seperti berikut ini. 1. functionality, apakah produk tersebut menawarkan fungsi keamanan yang diinginkan. journal the winners, vol. 5 no. 1, maret 2004: 34-44 44 2. manageability, apakah produk tersebut dapat dengan mudah dipasang, dioperasikan, dan dipelihara. 3. performance, apakah produk tersebut mampu melakukan fungsinya dengan baik dan cepat walau menghadapi volume/beban pekerjaan yang tinggi. 4. value added, apakah produk tersebut menawarkan nilai tambah berupa fungsi dan fasilitas keamanan tambahan yang diperlukan atau berpotensi untuk diperlukan dimasa mendatang. 5. support, apakah produk keamanan tersebut mendapat dukungan penuh dari pembuatnya dalam hal perbaikan (maintenance), penyempurnaan (upgrade/improvement), dan penggantian (replacement). 6. warranties, apakah produk tersebut dijamin dapat melakukan seluruh fungsi dan kemampuan yang diklaim pembuatnya. 7. cost, apakah harga produk tersebut sesuai dengan dana yang dianggarkan perusahaan atau sesuai dengan fasilitas dan fungsi yang ditawarkannya. penutup simpulan biaya mengamankan transaksi lewat internet memang mahal dan biayanya akan kelihatan semakin mahal bila perusahaan tersebut belum pernah mengalami serangan terhadap sistem dan jaringan komputernya. namun demikian, pengamanan itu perlu dilakukan bila ingin memanfaatkan internet sebagai sarana berbisnis karena cepat atau lambat seiring dengan meningkatnya kemampuan dan daya beli masyarakat di negara berkembang, internet akan menjadi salah satu sarana untuk berbelanja. bila pengusaha tidak mau terlibas oleh persaingan global maka mereka pun harus siap untuk merambah dunia cyber dan meramaikan industri e-business global dengan terlebih dahulu menjamin keamanan bertransaksi dengan melakukan serangkaian investasi bertahap sesuai dengan kebutuhan bisnis dan kemampuan pendanaan masing-masing. meniru kata neil amstrong ketika menginjakkan kakinya di bulan “a little step for a local business….. a giant leap to e-business ” daftar pustaka bayan, ruby. 2004. “how to choose the best security solution.” zdnet online publication, url: http://www.zdnet.com.au/insight/0.39023731.20282525.00.htm fink, dieter. 1998. e-commerce security. australian print group. radcliff, deborah. 2002. choosing the best security guards: it tackles management issues via service providers. computerworld publication. turban, efraim. 2002. electronic commerce a managerial perspective. prentice hall. microsoft word 02_ak_agustini_rev2 analysis of dynamic …… (agustini hamid) 91  analysis of dynamic portfolio allocation of indonesian lq45 during 2005 – 2011 following the markowitz theory agustini hamid accounting department, faculty of economic and comunication, bina nusantara university jln. k.h. syahdan no 9, palmerah, jakarta barat, 11480 agustinihamid55@gmail.com abstract the research observed that equity portfolio and investment managers were facing challenges in determining the optimum portfolio, especially during the turbulent times. as a result, they needed to implement portfolio management strategies to overcome the risk associated with stock return volatility in turbulence periods. this research focused on selecting stocks from the lq-45 index during 2005-2011 using the markowitz theory combining the solver linear programming. the portfolio selection method which has been introduced by markowitz (1952) used variance or standard deviation as a risk measurement. the result of this research proves that the composition of the portfolio is not the same in the different period. in the bearish period, the composition of the optimum portfolio is dominated by the banking sector and manufacture sector. in the bullish period, the optimum portfolio is dominated by the commodity stocks. keywords: dynamic portfolio, markowitz theory, linear programming introduction according to bodie, kane and marcus (2009), an investment is the current commitment of money or other resources in the expectation of reaping future benefits. while, based on horn in bodie, kane and marcus (2009), investment is the activity conducted by utilizing current cash to get the return in the future. in essence, investment is postponing consumption to obtain the value or greater compensation in the future. according to bernstein and damodaran (1998), the investment process consists of five steps to set investment goals. first, prescribing investment goals. the investment goals categorized based on the time horizon, whether it is for short, medium, or long term investment. second, establish investment policy. how to distribute investment funds to a proper asset allocation. third, choose portfolio strategy. selecting portfolio strategy which consistent with the objectives and investment policy guidelines of the investor. the last step is measuring and evaluating portfolio performance. in this step, portfolio performance is measured and then evaluated periodically. the evaluation covers not only the expected return of the investment but also possible risks. equity portfolio and investment managers are facing challenges in determining the optimum portfolio, especially during the turbulent times. they need to implement portfolio management strategies to overcome the risk associated with stock return volatility in turbulence periods. reilly and brown (2009) have mentioned that it is important to allocate fund efficiently due to capital limitation. portfolio managers could choose to invest in risk-free assets, risky assets, or the combination of both. investment assets can be categorized into broad asset classes, such as stocks, bonds, real estate, commodities, and others. asset allocation process is important. asset allocation is categorized into 92   journal the winners, vol. 17 no. 2, september 2016: 91-101  two, passive asset allocation which based on the mean-variance framework (markowitz portfolio) and active asset allocation which aimed to acquire profits from market movements. switching investment allocation according to the market trends from overvalued assets to undervalued asset and vice versa is possible. another strategy is to buy a call option if the market is expected to rise or otherwise buy a put option if the market is expected to decline. to mitigate the risk due to stock market speculations, portfolio managers prefer to invest their portfolio in large market capitalization and liquid stocks. active portfolio managers have their own preference of stocks in their portfolio; following their own terms and analysis, they pick stocks with large market capitalization and actively traded stocks. on the contrary, passive managers do not pick stocks and do research on portfolio allocation. instead, they take the stocks from the index and allocate them following the allocation in the index as decided by the index manager. for instance, if the passive managers decided to follow the lq-45, they will select stocks from the lq-45 list and weight the allocation following their respective allocations in the lq-45. in indonesia, passive portfolio managers prefer to invest in lq-45 stocks because the stocks have big market capitalization and liquid stocks. the main objective of investors when investing in an equity mutual fund (reksadana saham) is to get the maximum return from their investments. however, rational investors want to maximize return and minimize risk. unfortunately, it is difficult to minimize risk of portfolio that has 80% equity allocation or more during financial downturns. data shows that all reksadana saham posted negative return during the 2008 financial crisis, and at least 50% of them performed worse compare to jakarta composite index (jci) and index liquid 45 (lq-45) in 1952, harry markowitz developed the portfolio theory. prior to his article, he has mentioned the necessity of improvements on theory of money in 1935. he introduced risk in his analysis and stated that the risk-factor comes into problem in two ways. first, risk-factor may affect the expected period of investment, and second, risk-factor may affect the expected net yield of investment. modern portfolio theory (mpt) or portfolio theory was introduced by harry markowitz in 1952. the theory focused on assessing the risks and returns of individual securities in construction their portfolios. gallati (2003) has also mentioned in his book that he could not demonstrate a formula relating risk of individual assets to risk of the portfolio as the whole. since this work is based on mpt, he will consider the model developed by markowitz and his work on mean-variance analysis. he states that the expected return (mean) and variance of returns of a portfolio are the whole criteria for portfolio selection. these two parameters can be used as a possible hypothesis about actual behavior and a maxim for how investors ought to act. fabozzi, francis and markowitz (2002b) have illustrated several common asset allocations, portfolio management, and portfolio construction in his journal, picturing that it is valid to expect that mpt will occupy a permanent place in the development of theory and practices of finance portfolio. building a stock portfolio is the difficult task because the characteristic of individual stocks contain uncertainty. therefore, a benchmark is needed and calculation to determine portfolio performance must be performed. based on the background, the research is about analysis dynamic portfolio allocation of indonesia lq-45 stocks following the markowitz theory. analysis of dynamic …… (agustini hamid) 93  methods in 1952, harry markowitz developed the portfolio theory. prior to his article, he mentioned the necessity of improvements on the theory of money in 1935. he has introduced risk in his analysis and stated that the risk-factor comes into the problem in two ways. first, risk-factor may affect the expected period of investment, and second, risk-factor may affect the expected net yield of the investment. markowitz model relies on the following assumptions: (1) investors seek to maximize the expected return of total wealth, (2) all investors have the same expected single period investment horizon, (3) all investors are risk-averse, that is they will only accept a higher risk if they are compensated with a higher expected return, (4) investors base their investment decisions on the expected return and risk, (5) all markets are perfectly efficient. diversification reduces risks on a portfolio. diversification can be loosely measured by some statistical measurement, intra-portfolio correlation. it has a range of -1 to 1and measures the degree to which the various asset in a portfolio can be expected to perform in a similar fashion or not. markowitz model suggests that it is possible to reduce the level of risk below the diversifiable risk. the risk is defined in terms of loss, exposure to the chance of injury or loss; a hazard or dangerous chance. but, a more appropriate definition of risk for investors is the uncertainty of expected returns. most investors think of risk as some loss. the potential for loss is also the reason they earn a return. loss aversion refers to the concept that the pain of losing a sum of money is greater than the pleasure of gaining the same amount of money. this is incorporated into the optimization process that uses risk and return trade-offs of different asset classes to build portfolios. based on markowitz theory, the expected returns for a portfolio is simply the weighted average of the expected rate of returns for the individual investments in the portfolio. the weights are the proportion of total value of the individual investment. the expected rate of return for a portfolio is simply the weighted average of the expected rates of return for the individual asset in the portfolio. the weights are the proportion of total value for the individual asset. to calculate the portfolio return, the general formula is defined as (1) where: wi = the weight of an individual asset in the portfolio or the percent of the portfolio in asset i ri= the expected rate of return for asset i fabozzi et al. (2002a) have mentioned that risk is the chance or possibility that investors face from their investments. according to chen et al. (2009), risk has two components; they are the systematic and unsystematic risk. according to markowitz (1959), portfolio risk is influenced by the weighted average of each individual asset risk and the covariance between assets that make up the portfolio. the variance and standard deviation of returns are common measures of risk. standard deviation is used to calculate the risk of realized return while risk from expected return is used variance as the measurement. (2) where: σij= σiσjρij and ρijis correlation coefficient between assets i and j. 94   journal the winners, vol. 17 no. 2, september 2016: 91-101  according to markowitz (2011), variance or standard deviation of returns is common measure of investment risk. both of these are measure of the variability of a distribution of returns about its mean or expected value. the variance or standard deviation is a measure of the variation of possible rates of return ri from the expected rate of return e(ri) as follows: (3) where pi is probability of the possible rate of return ri. standard deviation (4) brigham and daves (2010) have defined that efficient portfolio is the combination of investment that gives same return with minimal risk. the efficient frontier emphasizes a geometric interpretation of asset combinations. in this frontier, a market portfolio will be allocated which should be preferred by all investors, under the assumptions that all investors are risk averse and prefer more return to less. figure 1 shows the efficient frontier line. figure 1 the efficient frontier line to calculate the weighting of any stocks that are used in a portfolio, first, we must determine the minimum and maximum limits of the average return. mean-variance formula is to obtain the expected return, variance and standard deviation of the portfolio. linear programming by solver excel is used to find each weight of stocks in one portfolio. the solver requires changing cells, a target cell for minimization and the specification of constraints, which acts as the restriction on feasible values for the changing cells. the target cell is to minimize the standard deviation of return for will focuses on the composition of shares that give the minimum risk. the model consists of following components, such as decision variables, objective function, and constraints. the decision of the problem is represented using symbols such as x1, x2, x3, xn. these variables represent unknown quantities (number of items to produce, weighted of shares to invest). the objective of the problem is expressed as a mathematical expression in decision variables. the objective of the research is minimizing the risk. analysis of dynamic …… (agustini hamid) 95  minimize σport = wi 2 σ i 2 + wiwjcov(ij (5) o )i ≠j the constraints of the limitation or requirements of the problem are expressed as inequalities or equations in decision variables. (6) the total multiplication of weighted shares and expected return of each stock are equal with portfolio return. the total proportion of all shares in portfolio are equal one. (7) constructing equity portfolio needs complicated process, especially when higher return portfolio is required. by using the markowitz theory, first is calculating the expected returns, standard deviation, and variance of stocks. the next step is to compute correlation and covariance which measure the degree of two variables move together about their individual means during the same period. after covariance has been computed, the standard deviation of the portfolio can be calculated. next step, the stocks will be mixed into set portfolio using the formula mean-variance above combined with linear programming (solver excel). to determine the optimum portfolio, this research will calculate risk-adjusted return (rar) which divided portfolio return with standard deviation. the samples of data will be retrieved from idx, which consist of stocks that are included in lq-45 index. the stock list of lq-45 announced every second quarter of each year. the markowitz theory requires the sample to have positive expected return e(ri). period of research is 2005 up to 2011. in this period, indonesia has experienced several market trends. in 2006 to 2007, indonesia was in the upward moving market trend (bullish) and downward moving market trend (bearish) during 2008 until the beginning of 2009. the recovery period started at the end of 2009. in 2010, the market posted the highest return. the market is still favorable in 2011, indicated by jci index was closed at 3821.992 at the end of the year. it means that the data taken from this period are representing indonesian stock market in all condition. population for this research is lq-45 stocks during 2005-201. amongst this population, there are 16 stocks that have positive expected return in bullish period while there are 12 stocks in bearish period. all of them can be seen in table 1. 96   journal the winners, vol. 17 no. 2, september 2016: 91-101  table 1 list of 16 stocks no. name of the company idx sector shares index weight code ( in mn) (%) 1 pt astra international tbk asii automotive 40,483.55 11.96 2 pt bank central asia tbk bbca banking (finance) 24,408.46 7.80 3 pt bank mandiri tbk bmri banking (finance) 23,100.00 7.18 4 pt telekomunikasi indonesia tbk tlkm telecommunication 20,160.00 6.88 5 pt bank rakyat indonesia tbk bbri banking (finance) 24,422.47 6.52 6 pt perusahaan gas negara tbk pgas utility 24,241.51 3.74 7 pt united tractor tbk untr heavy equipment 3,730.14 3.68 8 pt bank danamon tbk bdmn banking (finance) 9,488.80 2.43 9 pt indofood sukses makmur tbk indf consumer goods 8,780.43 1.86 10 pt astra agro lestari tbk aali agriculture 1,574.74 1.46 11 pt tambang batubara bukit asam tbk ptba mining 2,304.13 1.42 12 pt vale indonesia tbk inco mining 9,936.34 1.02 13 pt indosat tbk isat telecommunication 5,433.90 0.59 14 pt aneka tambang tbk antm mining 9,538.46 0.55 15 pt medco international tbk medc mining 3,332.50 0.18 16 pt bakrie sumatera plantation tbk unsp agriculture 13,720.47 0.10 source : bloomberg results and discussions table 2 indicates the calculation of the expected return, variance and standard deviation in bearish period. there are 12 stocks that included in bearish period, while there are 16 selected stocks in bullish period. table 2 the expected return, variance, standard deviation in bearish period and bullish period stocks e(ri) var σ (monthly) bmri 5.9% 4.6% 21.3% asii 5.7% 2.1% 14.5% untr 5.5% 6.4% 25.3% bdmn 5.2% 5.1% 22.7% bbri 4.7% 4.1% 20.3% bbca 4.2% 6.3% 25.0% pgas 3.9% 4.5% 21.2% tlkm  2.4% 4.8% 21.8% indf 1.9% 3.2% 17.8% ptba 1.3% 5.3% 23.0% inco 0.4% 1.6% 12.6% aali 0.3% 6.8% 26.0% stocks e(ri) var σ (monthly) untr 6.7% 2.3% 15.1% antm 6.5% 1.0% 10.2% aali 6.1% 1.3% 11.6% inco 5.6% 1.1% 10.3% pgas 5.5% 1.1% 10.6% indf 4.8% 1.0% 9.9% ptba 4.5% 0.5% 7.3% bmri 3.4% 1.6% 12.8% tlkm 2.6% 1.6% 12.5% bbca 2.2% 1.0% 10.2% asii 1.9% 1.7% 13.1% medc 1.5% 1.4% 11.9% bbri 1.3% 2.0% 14.0% isat 1.3% 0.5% 7.3% bdmn 0.8% 1.9% 13.9% untr 0.7% 1.0% 10.0% in this research, the decision variables are the weight of stocks that should be invested in bearish and bullish period. in bearish period, there are 12 stocks that have positive expected return. there are aali, asii, bbca, bbri, bdmn, bmri, inco, indf, pgas, ptba, tlkm, and untr. while, there are 16 stocks that have positive return in bullish period. there are aali, antm, asii, bbca, bbri, bdmn, bmri, inco, indf, isat, medc, pgas, ptba, tlkm, unsp and untr. the research will calculate the proportion of each shares in portfolio. analysis of dynamic …… (agustini hamid) 97  figure 2 solver parameters figure 2 shows that the calculation weight of shares in the bearish period. figure 2 shows that q52 is the portfolio variance. d52 – o52 is the weight of each stock in the portfolio, p52 is the sum of weights, and r52 is the expected return of the portfolio. it shows that set target cell is the objective of the solver ($q52$) which in this case is to minimize the variance of a portfolio. changing cell refers to the weight of the stocks in a portfolio ($d$52:$o$52). the sum of the weights will be constrained to 1 ($p$52=1), and it means that each weight of stocks has to be zero or more ($d$52: :$o$52 >= 0). the weight of stocks can change depend on the expected return that been set. after calculation e(ri), variance and standard deviation of each stock in the bearish period and bullish period use the linear solver programming, the optimum portfolio (rp) that lies in portfolio f in bearish. while in the bullish period, the optimum portfolio lies in portfolio j. the matrix optimum portfolio of each period can be seen in table 3 and table 4. table 3 optimum portfolio construction in bearish period portfolio aali asii bbca bbri bdmn bmri inco indf pgas ptba tlkm untr sum stdev return portfolio rar a 73.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.268686 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 19.5% 0.3% 0.015353 b 50.1% 0.0% 0.0% 0.0% 0.0% 0.0% 42.3% 0.0% 0.0% 7.6% 0.0% 0.0% 100.0% 16.6% 0.4% 0.024113 c 21.3% 0.0% 0.0% 0.0% 0.0% 0.0% 19.8% 13.6% 0.0% 17.4% 27.9% 0.0% 100.0% 9.6% 1.3% 0.136117 d 14.2% 0.0% 7.7% 1.1% 0.0% 0.0% 13.5% 12.2% 6.8% 13.3% 31.0% 0.0% 100.0% 7.8% 1.9% 0.244586 e 10.8% 1.1% 11.9% 4.1% 2.5% 0.4% 10.3% 10.4% 8.8% 10.7% 27.8% 1.1% 100.0% 6.9% 2.4% 0.350135 f 2.8% 8.9% 17.5% 8.6% 7.6% 9.0% 2.8% 5.2% 10.9% 4.2% 16.7% 5.8% 100.0% 6.5% 3.9% 0.601683 g 1.2% 10.5% 18.6% 9.5% 8.6% 10.7% 1.4% 4.1% 11.3% 2.8% 14.5% 6.7% 100.0% 6.9% 4.2% 0.612902 h 0.0% 19.9% 15.8% 11.8% 13.2% 21.6% 0.0% 0.0% 6.0% 0.0% 0.0% 11.8% 100.0% 9.2% 5.2% 0.563628 i 0.0% 26.3% 4.2% 10.2% 14.9% 29.7% 0.0% 0.0% 0.0% 0.0% 0.0% 14.7% 100.0% 10.9% 5.5% 0.503465 j 0.0% 32.6% 0.0% 0.0% 11.6% 39.7% 0.0% 0.0% 0.0% 0.0% 0.0% 16.0% 100.0% 12.7% 5.7% 0.449782 k 0.0% 10.5% 0.0% 0.0% 0.0% 89.5% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 19.3% 5.9% 0.306333 98   journal the winners, vol. 17 no. 2, september 2016: 91-101  σ = 6.9%, e(ri) = 4.2% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% portfolio g table 4 optimum portfolio construction in bullish period portfolio aali antm asii bbca bbri bdmn bmri inco indf isat medc pgas ptba tlkm unsp untr sum stdev return portfolio rar a 0.0% 0.0% 0.0% 0.0% 0.0% 91.9% 0.0% 0.0% 0.0% 8.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 9.5% 0.7% 0.07350               b 0.0% 0.0% 0.0% 0.0% 0.0% 43.3% 0.0% 0.0% 0.0% 45.7% 0.0% 0.0% 0.0% 11.0% 0.0% 0.0% 100.0% 6.2% 0.8% 0.12883               c 0.0% 0.0% 2.4% 20.3% 6.1% 18.1% 6.3% 0.0% 0.0% 21.6% 0.0% 0.0% 0.0% 25.2% 0.0% 0.0% 100.0% 3.8% 1.2% 0.31507               d 0.0% 0.0% 4.6% 20.1% 7.4% 15.5% 7.9% 0.0% 0.0% 18.7% 2.3% 0.0% 0.0% 23.5% 0.0% 0.0% 100.0% 3.6% 1.3% 0.36315               e 0.0% 0.0% 6.8% 19.0% 8.4% 12.0% 9.3% 0.0% 2.9% 14.9% 5.3% 0.0% 0.0% 20.8% 0.0% 0.7% 100.0% 3.3% 1.5% 0.45087               f 1.0% 0.0% 6.6% 16.8% 7.8% 10.0% 8.8% 2.0% 3.8% 12.5% 5.4% 2.0% 0.6% 18.2% 1.0% 3.5% 100.0% 3.1% 1.9% 0.61515               g 2.6% 0.5% 6.3% 15.4% 7.3% 8.8% 8.4% 2.7% 4.0% 11.1% 5.3% 3.0% 1.7% 16.7% 1.7% 4.6% 100.0% 3.0% 2.2% 0.73518               h 4.6% 1.7% 5.8% 13.5% 6.6% 7.3% 7.8% 3.5% 4.2% 9.3% 5.1% 4.2% 3.2% 14.6% 2.6% 5.9% 100.0% 3.0% 2.6% 0.87710               i 8.5% 4.2% 5.0% 9.7% 5.3% 4.3% 6.6% 5.2% 4.7% 5.8% 4.7% 6.7% 6.0% 10.5% 4.3% 8.5% 100.0% 3.2% 3.4% 1.04793               j 13.8% 7.5% 3.9% 4.5% 3.5% 0.2% 5.0% 7.5% 5.3% 0.9% 4.2% 10.0% 9.9% 4.9% 6.7% 12.1% 100.0% 4.2% 4.5% 1.07753               k 15.4% 8.5% 3.4% 2.7% 2.7% 0.0% 4.4% 8.1% 5.5% 0.0% 3.9% 11.0% 11.1% 2.9% 7.4% 13.1% 100.0% 4.5% 4.8% 1.06665               l 19.6% 11.4% 0.4% 0.0% 0.0% 0.0% 0.5% 9.3% 5.0% 0.0% 2.0% 13.3% 14.4% 0.0% 9.1% 15.0% 100.0% 5.4% 5.5% 1.02482               m 20.4% 12.0% 0.0% 0.0% 0.0% 0.0% 0.0% 9.3% 4.3% 0.0% 0.8% 13.6% 15.3% 0.0% 9.4% 14.9% 100.0% 5.5% 5.6% 1.01622               n 27.8% 18.5% 0.0% 0.0% 0.0% 0.0% 0.0% 3.0% 0.0% 0.0% 0.0% 13.7% 24.3% 0.0% 10.5% 2.2% 100.0% 6.6% 6.1% 0.91741               o 18.1% 31.9% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 50.0% 0.0% 0.0% 0.0% 100.0% 9.1% 6.5% 0.71081               p 0.0% 29.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 71.0% 0.0% 0.0% 0.0% 100.0% 11.1% 6.6% 0.59433               the optimum portfolio lies in efficient frontier. in bearish period, portfolio g is the optimum portfolio because the portfolio has higher rar than others. while in bullish period, portfolio j is the optimum portfolio that higher rar. the rar points of bearish and bullish period are 0,6129 and 1,07753. the efficient frontier curve in each period can be seen in figure 3 and figure 4. figure 3 the efficient frontier curve in bearish period figure 4 the efficient frontier curve in bullish period the optimal portfolio is selected portfolio that lies on efficient portfolio. to prove it, the calculation of portfolio return is shown on table 5 and table 6.  table 5 return optimum portfolios in bearish period rp bbca bmri asii bbri bdmn pgas untr tlkm indf ptba inco aali 7/31/2008 9.3% 22.2% 14.4% 17.1% 19.6% 18.1% ‐6.2% ‐6.2% 5.5% ‐5.2% ‐16.8% ‐24.0% ‐25.9% 8/29/2008 ‐1.4% 5.0% ‐5.0% ‐7.8% ‐4.1% ‐2.7% 4.5% ‐5.1% 3.9% ‐1.1% 6.2% ‐19.0% ‐18.0% 9/29/2008 ‐9.1% ‐0.8% ‐6.2% ‐17.8% ‐7.7% ‐9.3% ‐14.7% ‐8.7% ‐10.6% ‐12.9% ‐35.5% ‐17.4% ‐27.9% 10/31/2008 ‐26.2% ‐14.3% ‐41.1% ‐45.3% ‐36.1% ‐46.9% ‐35.6% ‐66.7% ‐23.3% ‐44.4% ‐41.4% ‐45.0% ‐53.3% 11/28/2008 ‐6.8% 0.0% ‐4.5% 9.1% ‐1.4% 1.0% 31.4% 26.2% 8.3% ‐11.0% 26.0% 16.6% 39.7% 12/30/2008 16.5% 20.4% 35.9% 3.4% 34.6% 18.1% 1.1% 10.7% 17.9% ‐4.1% 0.0% ‐2.0% 16.0% 1/30/2009 ‐3.0% ‐15.4% ‐10.1% 23.2% ‐0.5% ‐26.6% 18.3% 14.8% ‐8.7% 5.4% 7.2% 28.2% 11.2% 2/27/2009 ‐7.5% ‐14.5% ‐4.4% ‐13.1% ‐18.1% 15.4% ‐13.6% 5.9% 0.0% ‐10.2% ‐2.7% ‐12.1% 17.9% 3/31/2009 17.3% 31.9% 25.0% 26.1% 12.8% 19.0% 13.2% 26.2% 19.8% 6.8% ‐6.3% 2.3% 9.7% 4/30/2009 22.7% 8.1% 27.6% 26.3% 38.1% 32.3% 20.9% 33.3% 4.0% 36.2% 40.7% 53.9% 12.1% 5/29/2009 9.7% 0.7% 7.2% 15.6% 7.8% 20.0% 10.6% 12.8% ‐5.1% 39.1% 18.4% 5.1% 12.7% 6/30/2009 7.1% 4.4% 6.7% 14.4% 0.8% 28.7% 9.6% ‐2.0% 0.7% 6.2% 3.1% 15.3% ‐5.3% 7/31/2009 16.1% 7.1% 31.5% 23.1% 15.9% 0.0% 11.1% 30.2% 19.3% 20.4% 17.2% 3.6% 14.5% σ= 4.2%, e(ri) =4.5% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% portfolio j analysis of dynamic …… (agustini hamid) 99  table 6 return optimum portfolios in bullish period rp aali untr pgas ptba antm inco unsp indf bmri tlkm bbca medc asii bbri isat bdmn 1/31/2005 9.5% ‐3.2% 25.3% 34.2% 8.2% 5.5% 0.9% 11.3% 8.7% 0.8% ‐0.5% ‐3.4% 25.3% 4.7% ‐4.3% ‐4.3% ‐4.6% 2/28/2005 7.5% 3.3% 6.1% 6.9% 0.6% 18.1% 22.7% 18.8% 6.9% ‐6.7% ‐7.8% 13.9% ‐5.8% 7.5% 19.1% 19.1% 14.4% 3/31/2005 2.0% 29.0% ‐5.0% ‐16.5% ‐8.4% 4.7% ‐4.9% 7.3% 24.7% ‐5.5% 1.1% 3.8% 0.0% ‐2.8% ‐13.0% ‐13.0% ‐0.5% 4/29/2005 ‐1.7% ‐10.0% 2.6% 14.3% 2.0% ‐5.6% 2.9% ‐6.8% ‐12.1% ‐6.4% ‐4.5% ‐9.6% 5.1% 0.5% ‐6.1% ‐6.1% ‐2.1% 5/31/2005 6.7% 1.4% 11.0% 6.7% 0.6% 10.6% ‐0.7% ‐2.4% 17.6% 3.8% 8.8% 13.0% 22.3% 10.9% 8.4% 8.4% 3.8% 6/30/2005 4.7% 8.9% 13.7% 3.6% 1.9% 2.1% 1.8% 2.5% ‐8.3% ‐9.6% 7.5% 3.6% 19.8% 8.5% 0.0% 0.0% 4.7% 7/29/2005 5.3% 3.8% 19.5% 12.2% ‐1.3% 1.0% 6.0% ‐1.2% ‐0.9% 7.3% 11.0% 1.4% ‐15.2% 3.9% 10.3% 10.3% 10.9% 8/31/2005 ‐4.8% ‐1.2% ‐12.9% 10.9% 10.8% ‐7.2% 4.0% ‐7.4% ‐27.5% ‐14.9% ‐7.2% ‐6.2% 3.9% ‐23.1% ‐19.5% ‐19.5% ‐19.6% 9/30/2005 6.2% 25.8% 0.0% 16.8% ‐6.3% 21.1% ‐0.6% ‐6.7% ‐7.6% 5.8% 3.9% 0.7% 9.0% ‐3.9% 4.9% 4.9% ‐10.6% 10/31/2005 2.8% 5.4% ‐4.5% 29.3% 9.2% ‐5.5% ‐6.8% 11.4% 12.3% ‐9.0% ‐6.5% ‐6.5% ‐2.8% ‐4.6% ‐9.3% ‐9.3% ‐2.5% 11/30/2005 4.2% 1.9% ‐2.7% 32.4% ‐5.1% 10.7% ‐11.4% 3.8% 3.7% ‐2.3% 10.0% 2.3% ‐5.7% ‐2.2% 21.4% 21.4% ‐0.6% 12/30/2005 4.2% ‐10.9% 2.1% ‐3.5% 6.5% 25.4% 2.7% 2.5% 7.1% 27.1% 7.3% 3.0% 1.5% 12.1% 1.7% 1.7% 21.8% 1/31/2006 8.3% 3.1% 4.1% 20.3% 8.9% 19.6% 10.6% 1.2% ‐3.3% 8.5% 6.8% 6.6% 15.6% 2.0% 12.4% 12.4% ‐2.1% 2/28/2006 6.7% 16.8% 3.9% 16.3% 4.6% ‐5.8% 7.2% 40.5% ‐4.5% ‐9.0% ‐1.6% ‐0.7% 5.8% ‐5.8% ‐4.4% ‐4.4% ‐8.1% 3/31/2006 8.3% 5.1% 13.2% 3.6% 0.0% 8.1% 9.9% 15.3% 6.0% 4.3% 11.3% 16.0% 0.6% 14.8% 20.0% 20.0% 12.3% 4/28/2006 20.2% 6.5% 21.1% 24.0% 46.3% 32.2% 16.6% 23.5% 27.0% 13.6% 9.4% 4.8% 15.7% 6.2% 18.6% 18.6% 7.3% 5/31/2006 ‐4.3% ‐1.5% ‐0.9% ‐1.2% 11.7% ‐22.6% ‐1.2% 14.3% ‐16.8% ‐12.0% ‐6.6% ‐6.3% ‐17.2% ‐18.0% ‐14.6% ‐14.6% ‐10.7% 6/30/2006 ‐1.9% 0.0% 0.0% ‐8.2% ‐6.0% 3.9% ‐1.0% ‐7.3% ‐6.4% 1.8% 4.3% 0.0% ‐6.3% ‐0.5% 3.8% 3.8% ‐13.6% 7/31/2006 9.2% 28.5% 3.7% 4.9% 4.0% 12.4% 2.0% 20.2% 19.3% 2.3% 1.4% 1.8% 2.0% ‐1.5% 4.3% 4.3% 6.9% 8/31/2006 6.1% 10.2% 2.7% 7.2% 3.8% 3.8% 10.3% ‐10.3% 13.3% 19.3% 6.0% 9.0% ‐5.3% 15.6% 1.8% 1.8% 15.3% 9/29/2006 2.2% ‐1.1% 5.2% ‐4.7% ‐0.7% 1.9% 4.5% ‐8.3% 5.0% 10.7% 7.0% 6.0% ‐3.5% 12.2% 12.6% 12.6% 8.2% 10/31/2006 5.7% 7.1% 8.3% ‐5.4% 2.2% 26.4% 14.3% ‐2.3% 6.4% 17.2% ‐0.6% ‐3.6% ‐4.3% 7.6% 0.0% 0.0% 12.3% 11/30/2006 3.9% 9.2% ‐1.5% ‐4.4% ‐5.8% 8.6% 4.6% ‐2.3% 5.3% 1.8% 17.9% 14.0% ‐2.3% 19.0% 9.2% 9.2% 5.0% 12/28/2006 6.9% 18.3% 1.6% 6.4% 8.5% 6.0% 12.7% 15.5% ‐3.6% 4.5% 2.0% ‐1.9% 9.2% ‐1.6% ‐3.7% ‐3.7% 8.0% 1/31/2007 ‐1.3% 4.8% 3.1% ‐19.0% ‐11.3% ‐2.5% 6.5% 4.1% 25.2% ‐11.2% ‐6.4% ‐1.9% ‐3.5% ‐5.4% 2.9% 2.9% ‐12.6% 2/28/2007 1.4% ‐4.9% 3.0% ‐4.8% 5.6% 16.7% 17.6% 11.9% ‐7.7% ‐9.7% ‐5.8% ‐3.4% 6.6% ‐5.4% ‐10.4% ‐10.4% ‐2.5% 3/30/2007 8.0% 0.4% 6.5% 4.5% 4.5% 30.2% 40.1% 1.8% ‐2.6% 7.5% 10.7% 3.6% ‐2.1% ‐6.0% 6.3% 6.3% 13.9% 4/30/2007 14.3% 25.0% 6.8% 12.3% 13.0% 31.6% 11.9% 25.2% 7.9% 23.0% 6.6% 3.9% ‐1.4% 9.1% 4.0% 4.0% ‐1.5% 5/31/2007 2.4% ‐4.1% ‐4.4% ‐2.4% 34.6% ‐10.3% ‐9.5% 5.6% 5.5% 5.7% ‐9.0% ‐0.9% 1.4% 13.9% 16.2% 16.2% 8.5% 6/29/2007 1.7% ‐8.9% 9.3% ‐7.8% 24.8% ‐10.4% 0.9% 0.0% 17.1% ‐3.8% 3.1% 3.8% ‐1.4% 3.0% ‐5.7% ‐5.7% ‐1.4% 7/31/2007 8.0% 11.6% 4.2% ‐2.1% 1.5% 7.6% 3.1% 21.7% ‐1.2% 12.8% 13.7% 15.6% 21.3% 10.9% 9.6% 9.6% 22.5% 8/31/2007 ‐6.8% ‐6.8% ‐5.8% 10.8% ‐13.5% ‐16.7% ‐5.8% ‐22.7% ‐7.0% ‐7.8% ‐3.1% ‐4.8% ‐8.8% ‐4.8% ‐0.8% ‐0.8% ‐4.7% 9/28/2007 12.0% 17.5% 1.2% 17.6% 13.9% 23.3% 17.8% 22.9% 3.8% 8.5% 1.4% 2.5% 6.4% 7.8% 5.6% 5.6% 5.0% 10/31/2007 25.2% 33.9% 33.5% 16.2% 38.2% 20.7% 42.0% 29.2% 14.0% 7.1% ‐2.3% 18.7% 12.7% 33.0% 17.4% 17.4% 2.4% 11/30/2007 12.3% 13.1% 2.7% 20.7% 33.7% 39.6% 4.5% 10.6% 14.8% ‐6.0% ‐5.6% ‐2.7% 15.5% ‐2.3% 0.6% 0.6% ‐4.0% 12/28/2007 0.2% 10.0% ‐3.1% ‐9.2% ‐0.8% ‐4.3% 2.1% 3.4% 2.0% ‐1.4% 0.0% 2.8% ‐4.6% 9.2% ‐5.1% ‐5.1% ‐3.6% 1/31/2008 ‐1.5% 7.9% 22.0% ‐12.7% ‐5.0% ‐20.1% ‐17.4% 11.0% 9.7% ‐5.0% ‐8.9% ‐2.7% ‐21.4% ‐0.2% ‐5.4% ‐5.4% ‐10.0% 2/29/2008 4.3% 4.6% ‐0.4% 3.0% 0.4% 14.7% 18.9% 1.0% 3.5% ‐1.5% 5.9% 0.7% 1.9% 2.2% 2.9% 2.9% 6.2% 3/31/2008 ‐13.1% ‐18.2% ‐5.3% 2.5% ‐12.2% ‐18.3% ‐25.9% ‐30.2% ‐20.5% ‐3.8% ‐1.5% ‐9.1% ‐19.4% ‐12.9% ‐12.5% ‐12.5% ‐9.8% 4/30/2008 ‐4.7% ‐8.3% ‐4.0% ‐14.5% 5.5% 4.5% ‐5.0% ‐9.6% ‐2.2% ‐8.7% ‐8.3% ‐7.7% 18.0% ‐17.5% ‐5.6% ‐5.6% ‐17.4% 5/30/2008 11.4% 11.6% 19.9% 15.7% 37.7% ‐7.1% ‐8.3% 21.1% 23.1% 0.9% ‐8.5% ‐7.5% 28.7% 5.0% ‐2.5% ‐2.5% 0.0% 6/30/2008 ‐3.5% 11.7% ‐15.9% ‐7.1% 12.3% ‐2.3% ‐0.8% ‐3.6% ‐14.3% ‐7.5% ‐9.9% ‐10.8% ‐6.4% ‐8.3% ‐12.1% ‐12.1% ‐17.5% the efficient portfolio can be proved by using linear regression which aims to show the correlation between portfolio return with expected return of each stock. in the bearish period, all the stocks in the portfolio have the p-value less than 5% except aali. according to linear regression, it can be shown the p-value of each stock from both periods; bearish and bullish are less than 5%. in the bearish period, all the stocks in the portfolio have p-value less than 5% except aali. while in the bullish period, the stock of portfolio has p-value are less than 5%. in this case, the writers reject h0 because there is the correlation between portfolio return with stock return. table 7 shows p-value in each period, the bearish and the bullish period. table 7 p-value in bearish and bullish period bearish low high p‐value bbca 0.275636 1.136016 0.40888% bmri 0.497859 0.750319 0.00003% asii 0.304397 0.779669 0.03899% bbri 0.468362 0.803163 0.00043% bdmn 0.230600 0.730655 0.14102% pgas 0.037427 0.875676 3.53868% untr 0.165418 0.633454 0.31724% tlkm 0.378168 1.313727 0.21576% indf 0.254412 0.760417 0.10384% ptba 0.042988 0.681191 2.96382% inco 0.026479 0.615737 3.53081% aali ‐0.054829 0.588645 9.51063% bullish low high p‐value aali 0.218493 0.525644 0.0016% untr 0.289487 0.629787 0.0003% pgas 0.109910 0.410963 0.1168% ptba 0.170768 0.427581 0.0030% antm 0.218805 0.430752 0.0000% inco 0.212463 0.485325 0.0007% unsp 0.242956 0.471583 0.0000% indf 0.167302 0.464511 0.0108% bmri 0.176601 0.563904 0.0399% tlkm 0.028310 0.609088 3.2289% bbca 0.296122 0.798066 0.0077% medc 0.152156 0.474180 0.0327% asii 0.257824 0.586412 0.0006% bbri 0.227048 0.581978 0.0041% isat 0.227048 0.581978 0.0041% bdmn 0.138409 0.519395 0.1193% 100   journal the winners, vol. 17 no. 2, september 2016: 91-101  from the result of hypothesis, there are correlations between portfolio return with the stock return in both periods. as shown on table 7, the majority p-value of each stock is below on 5% except aali. in the bullish period, all p-value of each stock is below on 5%. the construction of the optimum portfolio has the higher return than lq-45 index return in both periods. table 8 and table 9 show the return and risk of lq-45 index in both periods. table 8 the return and risk of lq-45 index in bearish period table 9 the return and risk of lq-45 index in bullish period conclusions constructing optimum portfolio with mean-variance (consistent with markowitz theory) combine with linear programming can be applied in lq-45 stocks portfolio. the expected return of optimum portfolio in both period can beat the lq-45 index return. the standard deviation of the optimum portfolio is lower than the lq-45 index. the standard deviation (σ) is a proxy of risk. in the bearish period, the composition of the optimum portfolio is dominated by the banking sector and manufacture sector. date last price return 7/31/2008 481.30 -2.80% 8/29/2008 449.66 -6.57% 9/29/2008 369.14 -17.91% 10/31/2008 241.35 -34.62% 11/28/2008 241.50 6.00% 12/30/2008 270.23 11.90% 1/30/2009 262.56 -2.84% 2/27/2009 249.01 -5.16% 3/31/2009 283.08 13.68% 4/30/09 341.73 20.72% 5/29/09 373.07 9.17% 6/30/09 392.12 5.11% 7/31/09 454.42 15.89% return 0.51% 15.06% variance 0.02% bearsih period e(ri) σ portfolio g 4.20% 6.90% lq-45 index 2.20% 6.10% bearish standard deviation (σ) date last price return 1/31/2005 227.73 4.90% 2/28/2005 233.07 2.34% 3/31/2005 233.85 0.34% 4/29/2005 223.14 -4.58% 5/31/2005 237.79 6.57% 6/30/2005 246.57 3.69% 7/29/2005 260.87 5.80% 8/31/2005 230.56 -11.62% 9/30/2005 235.81 2.28% 10/31/2005 227.83 -3.38% 11/30/2005 237.33 4.17% 12/30/2005 254.35 7.17% 1/31/2006 271.63 6.80% 2/28/2006 270.42 -0.44 3/31/2006 292.57 8.19 4/28/2006 325.1 11.12 5/31/2006 294.05 -9.55 6/30/2006 289.73 -1.47 7/31/2006 299.07 3.22 8/31/2006 317.61 6.2 9/29/2006 336.47 5.94 10/31/2006 345.85 2.79 11/30/2006 376.93 8.99 12/28/2006 388.29 3.01 1/31/2007 377.1 -2.88 2/28/2007 367.81 -2.46 3/30/2007 390.92 6.28 4/30/2007 424.57 8.61 5/31/2007 433.45 2.09 6/29/2007 442.12 2 7/31/2007 487.59 10.28 8/31/2007 457.96 -6.08 9/28/2007 498.71 8.9 10/31/2007 575.51 15.4 11/30/2007 591.87 2.84 12/28/2007 599.82 1.34 1/31/2008 564.32 -5.92 2/29/2008 590.77 4.69 3/31/2008 525.41 -11.06 4/30/2008 493.46 -6.08 5/30/2008 518.36 5.04 6/30/2008 495.17 -4.47 return 2.17 standard deviation (σ) 6.14 variance 0.0038 bullish period e(ri) σ portfolio j 4.5% 4.2% lq-45 index 2.2% 6.1% bullish analysis of dynamic …… (agustini hamid) 101  the government usually will decrease the interest rate when the market crash or in turbulence period. therefore, it will give good impact to the banking sector and manufacture sector. in the bullish period, the optimum portfolio is dominated by the commodity stocks. the demand of raw material especially commodity will increase in the stable period. it will give good impact to commodity sector because of the higher demand. this research can be continued by finding out whether the optimum portfolio exceeds the market return. furthermore, the research can be continued by predicting forward return from the optimum portfolio. despite the success of describing an optimum lq-45 portfolio, the research has several constraints such as in selecting the portfolio stocks. during the research period 2005 2011, there are only 16 selected stocks based on stocks listed in lq-45. the other limitation, there are more factors can affect the return such as market risk like interest rate risk, foreign exchange risk, and political risk. references bernstein, p. l., & damodaran, a. (1998). investment management. wiley frontier in finance. bodie, z., kane, a., & marcus, a. j. (2009). investments (8th ed). mcgraw hill higher education. brigham, e. f., & daves, p. f. (2010). intermediate financial management (10th ed). south western: thomson learning chen, z., ibbotson, r. g., & hu, w. (2009). liquidity as an investment style (ssrn working paper). retrieved from http://ssrn.com/abstract = 1675108. fabozzi, f. j., & vardharaj, r. (2002a). multifactor equity risk models. in frank j. fabozzi and harry m. markowitz (eds). the theory and practice of investment management. new york: john wiley & sons. fabozzi j. f., gupta, f., markowitz, h. m. (2002b). the legacy of modern portfolio theory. the journal of investing, 7-22. gallati, r. (2003). risk management and capital adequacy. new york: mcgraw-hill. markowitz, h. m. (1952). portfolio selection. the journal of finance, 7(1), 77-91. markowitz, h. m. (1959). portfolio selection: efficient diversification of investment. new york: john wiley sons. markowitz, h. m., & perold, a. f. (2011). portfolio analysis with actors and scenarios. the journal of finance, 36(4), 871-877. reilly, f. k., & brown, k. c. 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dengan kepuasan pelanggan pada hotel istana nelayan chandra wibowo widhianto1; virgyne livynia2; diana ramadhany3 abstract facing comptetition in service company, especially hotels, must have the ability to give services in order to satisfy the customer. customer relationship managemen (crm) is one of communication media between company and customer that profitable for both side. this research try to find out how big the connection between customer relationship managemen (crm) with customer satisfaction in istana nelayan hotel. the result is there is significant connection between media with customer satisfaction in istana nelayan hotel. keywords: customer relationship management (crm) abstrak dalam menghadapi persaingan pada perusahaan jasa, khususnya perhotelan, harus mempunyai kemampuan untuk memberikan pelayanan yang terbaik sehingga tercipta kepuasan pelanggan. customer relationship managemen (crm) sebagai suatu media sarana komunikasi antara perusahaan dengan pelanggan yang menguntungkan kedua belah pihak. tujuan dibuatnya penelitian ini untuk mengetahui seberapa besar hubungan penggunaan media crm dengan kepuasan pelanggan pada hotel istana nelayan. hasil penelitian menunjukkan adanya hubungan yang signifikan antara penggunaan media dengan kepuasan pelanggan pada hotel istana nelayan. kata kunci: customer relationship management (crm) 1 staf pengajar fakultas ekonomi, ubinus, jakarta 2,3 sarjana ekonomi, jurusan manajemen, fakultas ekonomi, ubinus, jakarta hubungan media customer management… (chandra wibowo widhianto) 33 pendahuluan sebuah perubahan arah sedang terjadi di perusahaan di seluruh dunia dan penggunaan teknologi informasi menjadi suatu kebutuhan yang sangat penting sehingga sistem informasi menjadi salah satu kunci daya saing dalam suatu perusahaan yang membuat perkembangan dunia teknologi informasi semakin pesat dan juga memberikan kontribusi berupa fasilitas serta kemudahan yang dapat dinikmati oleh semua orang. dalam meningkatkan persaingan perusahaan harus mampu memberikan kepuasan pada pelanggannya, misalnya dengan memberikan produk dengan mutu lebih baik, harga lebih murah, proses produksi yang lebih cepat, dan pelayanannya yang lebih baik. semua pelanggan hanya menginginkan pelayanan yang baik secara cepat. oleh sebab itu, terciptalah customer relationship management (crm) yang menggunakan basis teknologi informasi untuk dapat memuaskan pelanggan. para pemimpin industri yakin bahwa crm sangat penting bagi berlangsungnya perusahaan. tingginya persaingan, globalisasi, dan berkembangnya biaya dari akuisisi pelanggan, dan tingginya pertukaran pelanggan telah menjadi masalah utama di dalam sebuah perusahaan. crm adalah kombinasi antara proses bisnis dan teknologi yang membantu perusahaan memahami pelanggannya dari berbagai macam perspektif. sebagai cara organisasi untuk mencapai kesuksesan adalah dengan lebih fokus pada kebutuhan pelanggan. untuk mempertahankan pelanggan, perusahaan harus merespons dengan cepat dan secara efisien menciptakan saluran pengiriman yang baru, mendapatkan data pelanggan sebanyak–banyaknya, dan mencampurkan semuanya sehingga terciptanya suatu pengalaman yang unik yang dapat memuaskan pelanggan. crm atau customer relationship management merupakan salah satu pelayanan yang ditujukan untuk para pelanggan dalam lingkungan perusahaan yang menjalankan e-bisnis. crm membuat para pelanggan dilayani sebagaimana mestinya dengan membuat kemudahan yang dapat memuaskan pelanggan serta bagaimana membuat pelanggan menjadi setia dalam memakai dan menggunakan produk atau jasa dari perusahaan. crm sebagai cara yang memungkinkan perusahaan melakukan sesuatu yang luar biasa, dengan memberikan manfaat bagi para pelanggan dan perusahaan itu sendiri pada saat yang bersamaan. crm memungkinkan perusahaan untuk mengetahui siapa sebenarnya pelanggannya dan keuntungan yang diberikan oleh pelanggan tersebut. identifikasi masalah berawal dari uraian pada latar belakang tersebut maka penulis mengidentifikasikan masalah yang ada sebagai berikut. 1.  bagaimana tingkat kepuasan pelanggan terhadap media crm dan product, place, price, dan promotion di hotel istana nelayan. 2.  adakah hubungan antara kepuasan pelanggan terhadap media crm dengan kepuasan terhadap product, place, price, dan promotion pada hotel istana nelayan. journal the winners, vol. 4 no. 1, maret 2003: 26-38 28 pembahasan customer relationship management (crm) menurut kalakota (2000:111), customer relationship management (crm) is defined as an integrated sales, marketing, and service strategy that precludes lone showmanship and depends on coordinated actions. crm adalah integrasi dari penjualan, pemasaran, dan strategi pelayanan yang merintangi kemampuan seseorang dalam menjalin hubungan. oleh karena itu, diperlukan dan tergantung akan suatu koordinasi kegiatan. berdasarkan pendapat oetomo (2001:220), customer relationship management (crm) strategy adalah strategi untuk menjadikan konsumen sebagai seorang teman. menurut temporal dan trott (2002:67), ada tiga aturan pokok yang harus diingat untuk membangun dan memperkenalkan program crm. 1. menetapkan tujuan yang jelas. harus memiliki tujuan yang sangat jelas bagi program crm, finansial dan sebaliknya, tetapi khususnya finansial. pastikan bahwa setiap orang memahami apa yang akan dicapai dan mengenalkannya sebelum dimulai. oleh karena itu, pemasaran yang pertama adalah kepada rekan sekerja. 2.  membuat segalanya mudah bagi pelanggan. dalam mendesain program crm, jangan membuat desain tanpa memikirkan kegunaannya dalam praktik. program ini harus dapat dipahami oleh pelanggan dan menjelaskan apa yang akan didapat oleh pelanggan dengan adanya program ini. 3.  bersifat realistis. program crm perlu bersifat realistis. program crm merupakan langkah strategis yang akan memberikan kontribusi signifikan bagi perusahaan dalam jangka panjang. tujuan pola bisnis customer relationship management menurut kalakota (2000:111), tujuan pola bisnis customer relationship management ini sebagai berikut. 1. menggunakan hubungan yang telah ada untuk meningkatkan pendapatan dengan cara merangkaikan semua pandangan dari konsumen untuk memaksimumkan hubungan dengan perusahaan melalui peningkatan penjualan. 2. menggunakan informasi yang terintegrasi untuk memberikan pelayanan terbaik menggunakan informasi pelanggan untuk memberikan pelayanan yang dibutuhkan dan untuk menghemat waktu agar pelanggan tidak frustasi. 3. lebih mengenalkan proses prosedur penjualan yang berulang–ulang dengan perkembangan yang sangat cepat dari saluran kontak konsumen. 4. menciptakan nilai baru dari kesetiaan. hal itu merupakan sesuatu yang berbeda yang menjadi kelebihan dalam berkompetisi, menjadikan perusahaan dikenal oleh calon konsumen, dan konsumen sendiri dalam merespons kebutuhan dan mengakomodasikannya agar mereka menjadi setia. 5. mengimplementasikan strategi solusi bisnis yang lebih proaktif. menggunakan bisnis customer-focused yang bekerja dalam seluruh perusahaan. hubungan media customer management… (chandra wibowo widhianto) 33 media customer relationship management menurut pendapat kalakota (2000:122), setiap perusahaan yang menggunakan crm memiliki layanan pendukung yang disebut dengan contact management, yaitu suatu cara pengumpulan informasi pelanggan secara elektronik yang dapat diakses di dalam suatu organisasi untuk memenuhi kebutuhan penjualan dan pelayanan kepada pelanggan itu sendiri. di dalam contact management ini, terdapat media penghubung pelanggan dengan perusahaan, yang menciptakan komunikasi di antara keduanya dengan keadaan yang saling menguntungkan. media penghubung tersebut antara lain sebagai berikut. 1. website 2. call center 3. faximile 4. contact person fase mengelola daur hidup pelanggan menurut kalakota (2000:113), mengelola daur hidup pelanggan menggunakan tiga fase dari crm sebagai berikut. 1. akuisisi pelanggan baru (acquire). 2. peningkatan keuntungan (enhance). 3. kemampuan menjaga (retain). hotel berbagai macam dan ragam bentuk akomodasi, yang salah satunya adalah hotel yang merupakan salah satu dari jenis akomodasi komersil (commercial of accomodation) yang sangat dikenal oleh masyarakat di samping bentuk akomodasi komersil lainnya. menurut sihite (2000:53), hotel adalah sejenis akomodasi yang menyediakan fasilitas dan pelayanan penginapan, makan, dan minum, serta jasa lainnya untuk umum yang tinggal untuk sementara waktu dan dikelola secara komersial. berdasarkan definisi tersebut maka dimanapun lokasinya, berapapun jumlah kamarnya, bagaimanapun bentuk bangunan dan fasilitasnya, dan apapun motivasi kehadiran tamunya, asal telah memenuhi unsur pokok maka bangunan atau badan usaha tersebut sudah dapat dikatakan sebagai hotel. urutan penyebutan pelayanan yang ada dalam suatu hotel sesuai dengan prioritasnya sebagai berikut penyediaan penginapan (rooms), penyediaan dan pelayanan makanan dan minuman (food and beverages), serta dilengkapi dengan pelayanan jasa lain (other service). pengelolaan hotel (hotel management) menurut sihite (2000:54) adalah suatu ilmu pengetahuan yang membahas bagaimana tata cara pengelolaan suatu hotel. ilmu pengetahuan ini bertitik tolak dari ilmu manajemen umumnya yang meliputi planning, organize, coordinate, dan control yang kemudian dicoba terapkan ke dalam usaha industri hotel. kerangka berpikir customer relationship management merupakan strategi bisnis dalam upaya memberikan pelayanan bagi pelanggan. sebagai suatu strategi bisnis, crm mempunyai kemampuan untuk mengkombinasikan proses bisnis yang mencakup di dalamnya adalah marketing, sales, dan service dengan teknologi bertujuan untuk mengetahui keinginan pelanggan dari berbagai sudut pandang journal the winners, vol. 4 no. 1, maret 2003: 26-38 30 sehingga crm menjadi suatu sistem yang menerjemahkan proses insani yang didukung mesin. crm dalam proses pelaksanaannya memerlukan media agar tercapai tugasnya. media itu sebagai berikut. 1. website 2. faximile 3. call center 4. karyawan (contact person) dengan media tersebut, barulah crm dapat melakukan hal berikut ini. 1. penjualan produk komplemen dan produk yang lebih baik. 2. pemasaran langsung dan pemenuhan permintaan pelanggan atau calon pelanggan. 3. manajemen untuk mempertahankan pelanggan. 4. dukungan dan layanan bagi pelanggan. 5. operasi layanan di lapangan. crm mempunyai implikasi yang penting untuk perkembangan hotel, tumbuhnya profit melalui bantuan teknologi akan termotivasi untuk memberikan kritik dan saran terhadap 4 p (product, price, place, promotion) yang sifatnya membangun bagi perusahaan. kritik membangun ini jelas sangat diperlukan bagi perusahaan yang bergerak dibidang jasa yang tentunya memberikan dan melayani setiap kebutuhan pelanggan agar terpenuhi kepuasannya. untuk berhasil dalam memenuhi kepuasan pelanggan diperlukan suatu sistem dan strategi bisnis yang baik, yaitu crm. dengan memanfaatkan kemampuan crm dalam berkomunikasi dengan pelanggan. anggapan dasar dan perumusan hipotesis anggapan dasar dan perumusan hipotesis penulis adalah adanya pengaruh yang signifikan antara penggunaan media customer relationship management terhadap kepuasan pelanggan pada hotel istana nelayan. dengan variabel penelitian sebagai berikut. 1. variabel bebas: penggunaan media customer relationship management. 2. variabel terikat: kepuasan pelanggan. metode penelitian i. jenis dan metode penelitian metode penelitian yang diterapkan dalam penyusunan penelitian ini adalah metode deskriptif analitis. maksudnya, peneliti memusatkan perhatian pada fenomena yang terjadi kemudian menganalisisnya untuk mengukur hubungan penggunaan media crm dengan kepuasan pelanggan pada hotel istana nelayan. 1. populasi populasi dalam penelitian ini adalah semua pelanggan hotel istana nelayan dalam periode bulan januari sampai april 2003. 2. sampel sampel dalam penelitian ini adalah meliputi sejumlah responden yang merupakan pelanggan aktif dengan frekuensi menginap yang sering dalam periode tertentu. hubungan media customer management… (chandra wibowo widhianto) 33 ii. teknik pengumpulan data 1. kuesioner (angket) kuesioner adalah suatu pengumpulan data dengan memberikan atau menyebarkan daftar pertanyaan atau pernyataan kepada responden dengan harapan memberikan respon atas daftar pertanyaan tersebut. daftar pertanyaan atau pernyataan bersifat tertutup dengan menyediakan alternatif jawaban. 2. wawancara wawancara atau interview adalah kegiatan yang dilakukan peneliti sebagai suatu metode pengumpulan data yang dilakukan melalui komunikasi dan interaksi verbal secara langsung dengan para responden. pelaksanaannya dilakukan secara langsung berhadapan dengan pihak manajemen hotel untuk mendapatkan informasi yang dibutuhkan. 3. kepustakaan kepustakaan, yaitu usaha memperoleh data dan informasi dengan cara membaca buku untuk mendapatkan landasan teori mengenai pemasaran, perhotelan, website, dan lain sebagainya. definisi operasional dan instrumen pengukuran i. definisi operasional 1. crm adalah suatu proses bisnis yang menghubungkan perusahaan dengan pelanggan melalui medianya yang berfokus pada kepuasan pelanggan melalui media contact person, call center, faksimili, dan website sehingga pelanggan dapat menyampaikan keluhan dan saran kepada pihak perusahaan agar dapat memperbaiki kinerja perusahaan. 2. kepuasaan pelanggan adalah kebutuhan dan harapan pelanggan yang apabila terpenuhi maka akan timbul perasaan puas dari pelanggan terhadap produk atau jasa serta pelayanan yang telah diberikan. 3. kepuasan pelanggan dapat tercapai bila sikap umum (puas atau tidak puas) seseorang itu didasarkan pada harapan pemenuhan kebutuhan atas 4 p dan cara mendapatkan informasi (website). tidak adanya perbedaan, antara harapan dan kenyataan yang dirasakan. harapan pelanggan dapat berbentuk sebagai berikut. a. kecocokan produk. b. harga yang bersaing. c. tempat yang stategis. d. promosi yang mudah didapatkan. e. kelengkapan informasi yang dicantumkan. ii. instrumen pengukuran dalam penulisan ini, penulis menggunakan format tipe likert dirancang untuk mengukur sikap (afektif) yang memungkinkan pelanggan menjawab dalam berbagai tingkatan pada setiap butir yang menguraikan jasa atau produk. butir kepuasan merupakan butir yang menjelaskan atau menerangkan (declarative items) yang mencerminkan aspek khusus tentang kebaikan atau journal the winners, vol. 4 no. 1, maret 2003: 26-38 32 kejelekan pelayanan atau produk. maka dari itu, skala jawaban harus mencerminkan apakah butir kepuasan benar–benar menguraikan pelayanan. pelanggan menjawab setiap butir berdasarkan betapa baiknya suatu butir tertentu menggambarkan pelayanan yang dia terima. menurut supranto (2001:91), dari segi pandangan statistik, skala dengan lima tingkatan (dari 1 sampai dengan 5) lebih tinggi keandalannya dari skala dengan dua tingkatan, yaitu ya atau tidak. dengan dua macam kuesioner yang berisi tentang teori yang mendukung tentang kepuasan pelanggan tentang 4p (product, price, place, promotion) dan website, serta kuesioner yang berisi tentang media crm untuk dapat diukur hubungan penggunaan media crm dengan kepuasan pelanggan. kisi–kisi instrumen kuesioner tentang kepuasan pelanggan dengan 4p dan website sebagai indikatornya sebagai berikut. tabel 1 tabel kisi – kisi instrumen pengukuran kepuasan pelanggan butir pertanyaan jumlah variabel indikator sub indikator (+) (-) (+) (-) produk 1. kamar 2. pelayanan 3. hidangan 4. fasilitas 1 2 3 4 21, 23 22 1 1 1 1 2 1 1 price (harga) 1. harga produk 2. diskon 5, 6 7 24 2 1 1 place (tempat) 1. lokasi 2. parkir 3. keamanan 4. kenyamanan 8 9 10 11 26 25 1 1 1 1 1 1 promotion 1. informasi hotel 2. iklan 3. penawaran 12 13 14 27 hubungan media customer management… (chandra wibowo widhianto) 33 1 1 1 1 kepuasan pelanggan website 1. kecepatan akses 2. tampilan 3. informasi hotel 4. petunjuk (navigasi) 5. saran & kritik 6. reservasi online 16 17 18, 15 19 20 30 28 29 1 1 2 1 1 1 1 1 sumber : kuesioner kisi–kisi instrumen pengukur penggunaan media media crm dengan kepuasan pelanggan pada hotel istana nelayan adalah sebagai berikut : 12 tabel 2 tabel kisi – kisi instrumen pengukuran media crm butir pertanyaan jumlah variabel indikator sub indikator (+) (-) (+) (-) contact person 1. senyuman 2. kesopanan 3. pelayanan 1 2 3 14 16 15 1 1 1 1 1 1 call center 1. penggunaan 2. pelayanan 3. pemesanan 4. keluhan 4 5, 6 7 17 20 19 18 1 2 1 1 1 1 1 hubungan media customer management… (chandra wibowo widhianto) 33 fax 1. penggunaan 2. pemesanan 3. tanggapan 8 9 21 22 1 1 1 1 media – media customer relationship management website 1. penggunaan 2. informasi 3. email 4. saran & kritik 10 11 12 13 24 25 23 1 1 1 1 1 1 1 sumber : kuesioner iii. teknik analisis data untuk melihat validitas dan reliabilitas diperlukan analisis butir dan alpha cronbach. selanjutnya, untuk menguji hipotesis hubungan media crm dengan kepuasan pelanggan diperlukan uji korelasi product-moment person dari spearman dan brown. iv. validitas dan reliabilitas instrumen 1. analisis butir untuk menguji validitas setiap butir maka skor yang ada pada butir yang dimaksud dibandingkan antara kepuasan pelanggan tinggi dengan kepuasan pelanggan rendah. korelasikan dengan skor total. skor butir dipandang sebagai nilai x dan skor total dipandang sebagai nilai y dengan diperolehnya indeks validitas setiap butir dapat diketahui dengan pasti butir manakah yang tidak memenuhi syarat ditinjau dari validitasnya. berdasarkan informasi tersebut peneliti dapat mengganti ataupun merevisi butir dimaksud. untuk mengkorelasikan tiap butir dengan skor total, digunakan rumus korelasi product-moment. 2. alpha cronbach rumus alpha digunakan untuk mencari reliabilitas instrumen yang skornya bukan 1 dan 0 yang terdapat pada angket atau soal bentuk uraian. hubungan media customer management… (chandra wibowo widhianto) 33 v. korelasi penggunaan media crm dengan kepuasan pelanggan 1. rumus korelasi uji korelasi memberikan suatu metode yang memungkinkan untuk dapat menarik kesimpulan dalam menghubungkan dua variabel. dengan uji korelasi, dapat diperoleh informasi tentang apakah tingkat hubungan yang terjadi antara variabel bebas dan variabel terikat, yaitu variabel bebas adalah penggunaan crm dan variabel terikat kepuasan pelanggan. 2. korelasi product-moment untuk menguji hipotesis digunakan teknik korelasi. dalam hal ini akan digunakan teknik korelasi product moment. korelasi ini digunakan untuk mengetahui tingginya derajat hubungan antara variabel x dan y. vi. hipotesis statistik ho : tidak ada hubungan antara media crm dengan kepuasan pelanggan ha : ada hubungan antara media crm dengan kepuasan pelanggan hasil dan pembahasan i. analisis sampel berdasarkan data pelanggan pada hotel istana nelayan pada periode januari sampai april 2003, pelanggan berjumlah sebagai berikut. 1. januari 2003 = 2066 pelanggan 2. februari 2003 = 1754 pelanggan 3. maret 2003 = 1872 pelanggan 4. april 2003 = 1533 pelanggan memberi pengguna fasilitas hotel sebanyak 700 orang maka didapat populasi sebanyak 1585 pelanggan. penelitian ini menggunakan kuesioner dengan jumlah responden sebesar 95 orang sebagai sampel. ii. uji hipotesis pengujian hipotesis statistik yang dilakukan dengan maksud untuk mengetahui apakah hipotesis nol yang diajukan ditolak dan menerima hipotesis alternatif. untuk itu dilakukan analisis regresi dan korelasi sederhana. dalam penelitian ini yang ingin diperoleh adalah kekuatan hubungan yang terjadi antara variabel bebas dan variabel respons. hubungan antara media crm dengan kepuasan pelanggan merupakan hipotesis tunggal yang diajukan adalah “terdapat hubungan antara media crm dengan kepuasan pelanggan”. dengan demikian, dalam penelitian ini diduga makin tinggi media crm digunakan maka makin tinggi kepuasan pelanggan, dan sebaliknya makin rendah media crm digunakan maka makin rendah kepuasan pelanggan. journal the winners, vol. 4 no. 1, maret 2003: 26-38 28 analisis korelasi sederhana hubungan antara media crm (x) dengan kepuasan pelanggan (y) menunjukan koefisien korelasi r sebesar 0,925 dengan persamaan regresi y = 23,75 + 0,93x. secara visual, kekuatan hubungan antara media crm dengan kepuasan pelanggan dapat dilihat pada grafik model hubungan antara media crm dengan kepuasan pelanggan. gambar 4.3 grafik model hubungan antara media – media crm dengan kepuasan pelanggan sumber : kuesioner untuk menguji koefisien korelasi dilakukan uji korelasi product moment. harga koefisien korelasi menunjukan besarnya kekuatan hubungan antara media crm dengan kepuasan pelanggan. hasil uji korelasi product moment menunjukan rhitung = 0,925 > rtabel (�= 0,05) = 0,202. dengan demikian dapat dikatakan bahwa ada hubungan antara media crm dengan kepuasan pelanggan yang signifikan hasil analisis korelasi sederhana itu menyimpulkan bahwa terdapat hubungan yang signifikan antara media crm dengan kepuasan pelanggan. penelitian ini berhasil menolak ho yang menyatakan “tidak terdapat hubungan antara media crm dengan kepuasan pelanggan“, dan memberikan informasi yang berharga tinggi rendahnya media crm mempengaruhi tinggi rendahnya kepuasan pelanggan. y = 23,75 + 0,93x y = 23,75 + 0,93x. kepuasan pelanggan 125 118 111 104 97 90 83 63 71 79 87 95 103 111 media crm 16 iii. hubungan media crm dengan kepuasan pelanggan dari analisis data diperoleh koefisien korelasi antara media crm dengan kepuasan pelanggan sebesar 0,925. bentuk persamaan regresi y = 23,75 + 0,93x yang berarti bahwa penambahan satu unit media crm akan meningkatkan kepuasan pelanggan sebesar 0,93. hasil penelitian ini menunjukan bahwa makin tinggi kepuasan terhadap media crm atau makin positif kepuasan terhadap media crm maka akan semakin tinggi kepuasan pelanggan. makin negatif atau rendah kepuasan terhadap media crm maka semakin rendah kepuasan pelanggan. responden yang merasa puas dengan media crm memiliki rasa puas yang sama dengan harapannya terhadap 4p (products, price, place dan promotion). keyakinan itu sangat dibutuhkan oleh perusahaan, mengingat kepuasan pelanggan tersebut merupakan hal yang penting untuk mempertahankan keberadaan hotel istana nelayan yang merupakan suatu perusahaan jasa. hubungan media customer management… (chandra wibowo widhianto) 33 penutup simpulan 1. sebagian besar responden merasa biasa atau netral atas penggunaan media crm (skor rata– rata responden = 86,3 ) dan pada 4p yang terdiri pada produk, tempat, harga, dan promosi (skor rata – rata responden = 103,18). 2. terdapat hubungan antara kepuasan terhadap media crm dengan kepuasan pelanggan (nilai korelasi = 0,925 ). artinya, semakin tinggi responden merasa puas dengan media crm maka semakin tinggi kepuasan pelanggan terhadap product, place, price, dan promotion. sebaliknya, semakin rendah responden merasa puas dengan media crm maka semakin rendah pula ke puasan pelanggan terhadap product, place, price, dan promotion. persamaan liniernya adalah y = 23,75 + 0,93x. 3. berdasarkan hasil pengujian nol (ho) yang menyatakan tidak 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memaksimalkan… (hartiwi prabowo) 19 penerapan economic value added untuk memaksimalkan nilai perusahaan: studi kasus pt xyz hartiwi prabowo1 abstract eva is an indicator about the value creation from an investation. positive eva indicate that a company is sucess in creating added value for share holders. that sincronize with the purpose to maximize the company value. applying eva concepts on company will encourage the management to find out the true cost of capital of the company so the level of clean return from capital will be shown clearly. keywords: economic value added (eva), company value maximum abstrak eva merupakan indikator tentang adanya penciptaan nilai dari suatu investasi. eva yang positif menandakan perusahaan berhasil menciptakan nilai tambah bagi pemegang saham. hal itu sejalan dengan tujuan memaksimalkan nilai perusahaan. penerapan konsep eva pada perusahaan akan mendorong manajemen untuk mengetahui the true cost of capital pada perusahaannya sehingga tingkat pengembalian bersih dari modal dapat diperlihatkan secara jelas. kata kunci: nilai tambah ekonomis, maksimal nilai perusahaan 1 staf pengajar jurusan manajemen, fakultas ekonomi, ubinus, jakarta journal the winners, vol. 5 no. 1, maret 2004: 19-33 20 pendahuluan latar belakang globalisasi pasar merupakan suatu fenomena yang tidak dapat dihindari. tingkat penetrasi produk dalam menembus batas pasar suatu negara semakin tinggi. skala investasi dan kemajuan teknologi bahkan telah mendorong timbulnya kebutuhan akan pasar yang lebih luas lagi. pasar dengan batas wilayah negara tidak lagi dirasakan cukup dan apa yang hari ini dibuat disuatu negara, dengan kemajuan ilmu dan teknologi, esok lusa atau minggu depan tersaji di pasar negara lain. oleh karena itu, suatu perusahaan diharapkan dapat meningkatkan kinerja perusahaannya secara optimal karena dengan adanya peningkatan kinerja tersebut, diharapkan dapat meningkatkan arah perusahaan pada tujuannya. salah satu tujuan perusahaan dilihat dari kacamata manajemen keuangan adalah memaksimalkan nilai perusahaan bagi para pemiliknya, yaitu pemegang saham (share holders). memaksimalkan perusahaan lebih luas artinya daripada memaksimalkan laba karena memaksimalkan nilai perusahaan, selain bertujuan meningkatkan laba, juga mencakup efisiensi atas operasi perusahaan, profitabilitas jangka panjang dan jangka pendek, efisiensi atas penggunaan modal, dan sumber daya lainnya. semakin berhasil suatu perusahaan memaksimalkan nilainya maka mutu dan jumlah keuntungan yang dihasilkan juga akan semakin baik. hal itu berkaitan dengan pemenuhan harapan bagi para pemegang saham, yaitu berupa peningkatan nilai saham dan dividen atas saham yang dimilikinya. pada umumnya, untuk mengukur kinerja suatu perusahaan digunakan kriteria roi (returned on investment), roe (returned on equity), dan roa (return on asset) sebagai alat ukur keberhasilan pengelolaan perusahaan. apabila rasio ketiga alat ukur tersebut meningkat maka kinerja perusahaan dianggap membaik. namun demikian, parameter di atas mempunyai kelemahan. kelemahan utama alat tersebut adalah mengabaikan adanya unsur biaya modal. contohnya, yaitu pemilihan seratus perusahaan terbaik yang dilakukan oleh mark plus & co dan majalah swa untuk 50 perusahaan beraset di atas 1 triliun rupiah dan 50 perusahaan dengan aset di bawah 1 triliun rupiah. dari 227 perusahaan publik yang terdaftar di bursa efek jakarta dan bursa efek surabaya, sebanyak 115 perusahaan membukukan laba bersih untuk kinerja keuangannya per 31 desember 2000. namun, dengan pendekatan economic value added (eva), ternyata hanya 47 dari 227 perusahaan yang membukukan eva positif. hal itu berarti, sebagian besar perusahaan publik itu belum mampu menghasilkan tingkat pengembalian modal (roi) yang sepadan untuk menutup risiko dan biaya investasi yang ditanamkan pemilik modal. dengan kata lain, jika dana pemilik modal tersebut ditanamkan pada investasi bebas risiko seperti sbi (sertifikat bank indonesia), deposito, atau di reksa dana fixed income maka hasilnya justru lebih besar. pendekatan eva dicetuskan pertama kali pada tahun 1993 oleh g. bennett steward dan joel m. stern, analis keuangan dari lembaga konsultan manajemen as, stern steward management services. eva berpijak dari konsep biaya modal, yakni risiko yang dihadapi perusahaan dalam melakukan investasi. makin tinggi tingkat risiko investasi maka tingkat pengembalian yang dituntut oleh investor juga semakin tinggi. jika model roi dan roe berhenti pada laba yang diperoleh maka eva akan mengurangi laba dengan biaya modal. dengan demikian, manajemen perusahaan dituntut mampu memilih investasi dengan tingkat pengembalian penerapan economic value added untuk memaksimalkan… (hartiwi prabowo) 21 optimum dan tingkat risiko minimum. dengan pendekatan ini, pemegang saham dapat melihat berapa besar nilai tambah yang diraih perusahaan. proses penciptaan nilai perusahaan terjadi jika nilai eva positif (lebih besar dari nol). hal itu mencerminkan tingkat kompensasi yang lebih tinggi daripada tingkat biaya modal. sebaliknya, nilai eva negatif menyiratkan adanya penurunan nilai perusahaan. nilai eva sama dengan nol berarti perusahaan berada dalam kondisi impas selama operasionalnya. identifikasi masalah berdasarkan uraian pada latar belakang, penanganan dan kontrol keuangan secara baik dan benar akan memaksimalkan nilai perusahaan. nilai yang maksimal dapat digunakan untuk mengembangkan usaha dimasa yang akan datang dan memberikan nilai tambah bagi pemegang saham. untuk mencapai tujuan tersebut, perlu dilakukan langkah berikut. 1. bagaimana penerapan economic value added pada suatu perusahaan publik? 2. apakah perusahaan telah mencapai nilai maksimal, untuk memberikan nilai tambah bagi pemegang sahamnya? tujuan penelitian 1. untuk menerapkan pendekatan economic value added (eva) pada suatu perusahaan public. 2. untuk mengetahui bagaimana memaksimalkan nilai perusahaan bagi pemegang saham. ruang lingkup penelitian dalam penerapan pendekatan eva ini, penulis memilih perusahaan publik pt xyz, yakni perusahaan publik yang bergerak diberbagai sektor ekonomi, diantaranya dibidang otomotif. metode penelitian metode penelitian yang digunakan adalah metode deskriptif dengan jenis penelitian studi kasus. data diperoleh dalam bentuk laporan keuangan (neraca dan laporan rugi laba) periode 2000-2002. data diperoleh dari pusat referensi pasar modal pt bursa efek jakarta. selain itu, data diperkuat dengan studi literature, yakni jurnal, majalah, dan bahan kuliah yang berkaitan dengan topik. teknik analisis data mengunakan pendekatan eva. tahap yang diperlukan dalam eva sebagai berikut. 1. menghitung biaya utang (cost of debt) biaya utang adalah tingkat biaya yang harus dikeluarkan oleh perusahaan apabila mendapatkan dana dengan cara melakukan pinjaman dari pihak lain. dengan meminjam dana dari pihak lain, akan timbul bunga yang merupakan biaya bagi perusahaan. perhitungan biaya utang itu dilakukan dengan memanfaatkan data yang terdapat di dalam neraca dan laporan rugi-laba. rumus: biaya utang = beban bunga : total utang beban bunga = beban bunga dan pembiayaan lainya total utang = utang jangka panjang dan utang jangka pendek yang menanggung bunga journal the winners, vol. 5 no. 1, maret 2004: 19-33 22 2. menghitung biaya modal sendiri (cost of equity) biaya modal sendiri didefinisikan sebagai tingkat keuntungan yang diisyaratkan oleh investor saham biasa. perusahaan dapat memperoleh biaya modal sendiri dengan dua (2) cara: (1) laba yang ditahan’ dan (2) mengeluarkan saham baru. dengan demikian, pihak manajer dapat membagi laba setelah pajak yang diperoleh sebagai deviden atau menahannya dalam bentuk laba ditahan. beberapa pendekatan yang digunakan untuk menghitung biaya modal sendiri terdiri dari berikut ini. 1. the discounted cash flow model 2. the bond yield plus risk premium approach 3. the capital asset pricing model perhitungan biaya modal sendiri dilakukan menggunakan metode capm (capital asset pricing model). dalam metode capm terdapat tiga komponen sebagai berikut. 1. risk free rate (rf) merupakan return minimum yang diisyaratkan atas sebuah investasi, dengan asumsi tidak memiliki risiko. risk free rate diambil dari tingkat suku bunga sertifikat bank indonesia berjangka tiga (3) bulan kemudian dirata-ratakan. 2. beta (β) sebagai indikator risiko perusahaan relatif terhadap pasar diperoleh dari “metode regeresi linear”. rumus perhitungan beta (bodie, et. all., 2002:166 ) sebagai berikut. y = a + β x dan β = n σ xy – (σ x) (σ y) n σ x² (σ x)² harga saham merupakan variabel dependen dan indeks harga saham gabungan merupakan variabel independen. beta sebesar satu (β = 1) mengindikasikan bahwa harga saham tersebut akan bergerak mengikuti pasar. beta lebih dari satu (β > 1) mengindikasikan bahwa harga saham tersebut berfluktuasi terhadap pasar. beta kurang dari satu (β < 1) berarti bahwa harga saham tersebut tidak sefluktuatif pasar. 3. market risk premium (rm) merupakan premium minimum yang diminta oleh seorang investor, dikaitkan dengan investasinya pada sebuah perusahaan yang memiliki risiko tertentu. berdasarkan data dari standard and poors yang dikirim oleh sing chan ng@standard and poors.com, diperoleh data market-risk premium indonesia untuk tahun 2000-2002 adalah sebesar 7,60 %. rumus perhitungan biaya modal sendiri mengunakan persamaan capm (scott, et.all., 1998:231). rumus: biaya modal sendiri = risk free + beta (market risk premium – risk free) ce = rf + [ β x (rm – rf) ] ce = biaya modal sendiri rf = tingkat bunga bebas risiko e(rm) = tingkat pengembalian menurut pasar penerapan economic value added untuk memaksimalkan… (hartiwi prabowo) 23 4. menghitung struktur permodalan struktur permodalan adalah komposisi sumber dana ekuitas dan sumber dana pinjaman dalam pembiayaan operasional perusahaan. komposisi itu menghasilkan biaya modal ratarata yang berbeda apabila komposisinya berbeda. di dalam tahapan ini, perhitungan struktur permodalan akan dilakukan dengan mencari proporsi dari sumber pendanaan. rumus: proporsi utang = jumlah utang : jumlah aktiva proporsi modal sendiri = jumlah modal sendiri : jumlah aktiva. 5. menghitung biaya modal rata-rata tertimbang (weighted average cost of capital) menurut young dan o’byrne (2001), biaya modal sebuah perusahaan tidak hanya tergantung dari biaya utang atau ekuitasnya saja, melainkan juga oleh komposisi dari komponen tersebut dalam neraca perusahaan. perhitungan wacc sebagai berikut. wacc = cd x wd ( 1-t ) + ce x we wacc = biaya modal rata-rata tertimbang cd = biaya utang wd = proporsi komponen utang ce = biaya modal sendiri we = proporsi komponen modal sendiri t = pajak 6. menghitung modal investasi (invested capital) data mengenai modal investasi diperoleh dari neraca selama periode yang dianalisis. rumus: modal investasi = total aktiva – utang jangka pendek yang tidak menanggung bunga. 7. menghitung nopat (net profit after taxes) data besarnya net profit after taxes diperoleh dari laporan rugi laba selama periode yang dianalisis dan selanjutnya dilakukan penyesuaian (adjusment). 8. menghitung nilai eva eva merupakan alat ukur kinerja keuangan yang diperoleh dengan mencari selisih antara nopat dengan biaya modal. hasil selisih itu dapat berupa nilai yang positif ataupun nilai yang negatif yang kemudian dinyatakan di dalam angka absolut. rumus: eva = nopat-( weighted average cost of capital x invested capital) journal the winners, vol. 5 no. 1, maret 2004: 19-33 24 pembahasan tinjauan pustaka 1. alasan pengunaan eva sebagai alat ukur kinerja keuangan terdapat beberapa alasan utama mengapa dalam beberapa waktu ke depan eva dapat digunakan atau dijadikan salah satu alat ukur utama dalam menilai kinerja keuangan sebuah perusahaan sehingga dapat memaksimalkan kekayaan pemegang saham yang merupakan tujuan utama sebuah perusahaan. pertama, young dan o’byrne (2001) berpendapat bahwa pihak manajemen seharusnya mengunakan metode pengukuran eva sebab metode itu menciptakan nilai bagi pemegang saham dan pengembalian atas modal investasi melebihi biaya modal. oleh karena itu, eva merupakan sebuah alat ukur kinerja keuangan perusahaan yang mengukur seluruh biaya modal yang digunakan serta memberikan indikasi tingkat pengembalian yang melebihi biaya modal tersebut. selain itu, young dan o’byrne (2001) yang menambahkan bahwa dengan metode itu maka pihak manajer dapat melakukan penilaian atas pembentukan kekayaan perusahaan yang meliputi biaya operasi dan biaya modal. kedua, menurut kaplan dan atkinson (1998) metode penilaian kinerja keuangan perusahaan mengunakan metode residual income, seperti eva telah mengatasi kegagalan dan keterbatasan pengunaan sejumlah rasio keuangan seperti return on equity (roe), return on asset (roa), dan return on investment (roi). ketiga, brighan dan houston (1999) menilai bahwa pengunaan metode eva itu sangat sejalan dengan tujuan perusahaan untuk memaksimalkan kekayaan pemegang saham. keempat, eccles, et. all., (2001), yaitu sebuah perusahaan dapat saja membukukan tingkat laba dari tahun ke tahun namun menghancurkan kekayaan para pemegang saham. hal itu dapat terjadi karena tingkat laba akuntansi tidak merefleksikan biaya modal perusahaan. terakhir, kotler (2003) melihat dalam praktik sehari-hari sejumlah perusahaan, saat ini telah terjadi pergeseran nilai, yaitu share holder value telah menjadi fokus utama kegiatan operasional perusahaan. ia mengatakan bahwa banyak perusahaan mulai meninggalkan indikator tradisional seperti roi, roe dan roa, sebagai gantinya mereka mulai beralih indikator value driver seperti free cash flow, economic profit, dan residual income. 2. pengertian economic value added (eva) menurut dess dan miller (1996, 122), economic value added is simply the tradisional financial measure of after tax operating profit minus the total cost of capital. menurut tully dalam majalah fortune (1993:56), “eva is just away of measuring on operation’s real profitality. eva is simply after operating profit, a widely used measure, minus the total annual cost of capital.” dari kedua pendapat tersebut dapat dijelaskan bahwa metode eva adalah suatu metode pengukuran kinerja keuangan yang dirumuskan dengan cara mengurangkan keuntungan setelah penerapan economic value added untuk memaksimalkan… (hartiwi prabowo) 25 pajak dengan total dari biaya modal. berbeda dengan pengukuran kinerja keuangan yang tradisional, eva mencoba mengukur nilai tambah yang dihasilkan oleh perusahaan dengan cara mengurangi beban biaya modal yang tumbuh sebagai akibat investasi yang dilakukan dan beban biaya modal mencerminkan tingkat risiko perusahaan. 3. perhitungan eva modal perusahaan berasal dari dua sumber dana, yaitu utang dan modal ekuitas. komposisi yang diterima oleh pemilik ekuitas adalah dalam bentuk dividen dan capital gain. dividen adalah harapan porsi keuntungan perusahaan yang akan dibagikan kepada investor dimasa datang sedangkan capital gain adalah harapan kenaikan harga saham dimasa datang sehingga untuk memenuhi harapan para investor tersebut, perusahaan harus mampu memperoleh tingkat pengembalian yang lebih tinggi dari biaya modal yang dikeluarkan perusahaan dalam beroperasi. jadi, modal sendiri tidaklah gratis. hal itu yang membedakan dengan metode pengukuran yang lainnya. di dalam fungsi utamanya, eva dilandasi konsep bahwa di dalam pengukuran laba, diperlukan prinsip keadilan untuk mempertimbangkan harapan para investor. harapan para investor dinyatakan di dalam ukuran biaya modal rata-rata tertimbang (weighted average cost of capital) dari struktur modal yang ada. artinya, perhitungan eva akan melibatkan dua hal, yaitu net operating profit after taxes (keuntungan bersih operasi perusahaan setelah pajak) yang akan menggambarkan hasil ciptaan nilai di dalam perusahaan dan biaya modal yang dianggap sebagai kompensasi atas proses penciptaan nilai tersebut. jadi, eva dapat didefinisikan secara sederhana sebagai laba usaha setelah pajak dikurangi dengan biaya modal dari seluruh modal yang digunakan untuk memperoleh laba. secara sistematis, biaya modal dirumuskan sebagai berikut. weighted average cost of capital x invested capital formula umum eva dapat dituliskan sebagai berikut. eva = nopat – (weighted average cost of capital x invested capital) formula itu menyatakan bahwa apabila nilai eva lebih besar dari nol (positif) berarti terdapat nilai tambah ekonomis yang dihasilkan perusahaan di dalam operasionalnya. selanjutnya, apabila nilai eva sama dengan nol berarti perusahaan berada dalam kondisi break even (titik impas) selama operasionalnya. apabila nilai eva di bawah nol (negatif) maka berarti perusahaan gagal memenuhi harapan investor. nilai eva akan naik jika meningkatkan efisiensi operasional, melakukan penambahan nilai dengan investasi baru, dan menarik modal dari kegiatan yang tidak ekonomis. untuk lebih spesial, nilai eva akan naik melalui tiga hal sebagai berikut. 1. rate of return (tingkat pengembalian) dari modal yang ada bertambah dan laba operasi yang dihasilkan dapat meningkat tanpa memasukan lebih banyak dana ke dalam perusahaan. 2. tambahan modal diinvestasikan pada proyek yang menghasilkan tingkat pengembalian yang lebih besar daripada biaya untuk mendapatkan modal baru. 3. modal dilikuidasikan atau investasi lebih lanjut dihentikan, jika tingkat pengembaliannya lebih rendah dibandingkan biaya modalnya. journal the winners, vol. 5 no. 1, maret 2004: 19-33 26 penerapan eva pada perusahaan pt xyz untuk menerapkan pendekatan eva pada perusahaan pt xyz digunakan data laporan keuangan (neraca dan laporan rugi laba) periode 2000-2002. data laporan keuangan tersebut terdapat pada lampiran. tabel 1 perhitungan eva pt xyz (dalam jutaan rupiah) 2000 2001 2002 cost of debt cost of equity proporsi debt proporsi equity wacc invested capital nopat (rp) eva 8,98% 9,96% 87,40% 12,60% 6,71% 19.392.052 (192.392) (1.489.371,4) 5,26 % 9,97% 82,88% 17,12% 4,76% 18.013.678 1.308.987 451.535,5 4,87% 9,36% 65,93% 34,07% 5,44% 19.426.774 2.554.623 1.497.806,5 perhitungan: tahun 2000 1. biaya utang (cost of debt) = beban bunga = 1.425.551 = 8,98 total utang 15.874.497 2. biaya modal sendiri (cost of equity) cost of equity 2000 2001 2002 risk free rate 16,32 16,38 15,24 beta 0,76 0,73 0,77 market risk premium 7,6 7,6 7,6 3. struktur permodalan proporsi debt = total debt = 23.968.189 = 87,4 total aset 27.422.744 proporsi equity = total equity = 3.454.555 = 12,6 total aset 27.422.744 4. biaya modal rata-rata tertimbang wacc = [(cd x wd) (1-t) ] + (ce x we) 6,71 % = [ 8,98% x 87,40% x 70%] + [ 9,69% x 12,6%] penerapan economic value added untuk memaksimalkan… (hartiwi prabowo) 27 5. modal investasi = total aktiva – utang jangka pendek tanpa bunga 19.329.052 = 27.203.518 – 8.093.692 perhitungan nopat = deskripsi 2000 penjualan 28.403.770 hpp (23.284.363) laba kotor 5.119.407 beban usaha (2.542.617) laba usaha 2.576.790 pendapatan bunga 376.228 pend. (rugi) ekuitas (2.520.350) pend. (rugi) investasi lain 21.609 pajak penghasilan (219.004) pembebasan pajak thd. biaya bunga (427.665) nopat (192.392) 6. perhitungan eva eva = nopat – ( wacc x invested capital) (1.489.371,4) = (192.392) – [ 6,71% x 19.329.052 ] pembahasan 1. berdasarkan model capm terlihat bahwa biaya modal sendiri (cost of equity = ce) semakin menurun. hal itu dipengaruhi oleh suku bunga yang menurun setiap tahunnya dan beta yang cenderung stabil setiap tahunnya. 2. biaya utang dan biaya modal sendiri yang menurun maka berakibat biaya modal rata-rata tertimbang (wacc) juga semakin kecil. 3. nilai eva pada periode 2000 adalah negatif. hal itu menunjukkan bahwa pt xyz pada tahun 2000 gagal menghasilkan nilai tambah ekonomis bagi pemiliknya, yaitu pemegang saham. nilai eva yang negatif pada tahun 2000 sebesar minus rp1.489.371,4 juta. penyebab nilai eva negatif adalah kerugian bersih dalam operasional perusahaan sebesar rp192.392 juta sehingga kerugian yang diperoleh tidak dapat menutup biaya modal rata-rata tertimbangnya. kerugian bersih dalam operasional perusahaan terutama disebabkan oleh kerugian selisih kurs sebesar rp2.520.350 juta dan beban pembebasan pajak terhadap biaya bunga sebesar rp427.665 juta. 4. nilai eva yang positif pada tahun 2001 sebesar rp451.535,9 juta. penyebab nilai eva yang positif adalah biaya modal yang semakin kecil, yaitu sebesar rp857.451 juta sehingga nopat yang dihasilkan lebih besar dari biaya modalnya. 5. nilai eva pada tahun 2002 adalah positif sebesar rp1.497.806,5 juta. penyebab nilai eva positif sebagai berikut. terjadinya laba selisih kurs sebesar rp940.079 juta dan pendapatan bunga serta pendapatan investasi lainya sehingga menghasilkan nopat yang lebih besar dibandingkan biaya modalnya. journal the winners, vol. 5 no. 1, maret 2004: 19-33 28 penutup simpulan 1. metode eva yang diperkenalkan oleh stern steward and co. merupakan alat analisis kinerja keuangan yang lebih akurat dan mewakili kepentingan pemegang saham dibandingkan dengan metode rasio keuangan terutama return on assets (roa) dan return on equity (roe) yang umum digunakan untuk menilai kinerja keuangan perusahaan. dalam metode eva turut diperhitungkan cost of equity karena sebenarnya modal sendiri yang digunakan perusahaan tidaklah gratis. 2. pada tahun 2000, biaya modal perusahaan lebih besar dari nilai nopat sehingga menyebabkan perusahaan gagal menciptakan nilai ekonomis atau dengan kata lain, memiliki nilai eva yang negatif. 3. pada tahun 2001, nilai eva perusahaan pt xzy adalah positif dan berarti perusahaan berhasil menciptakan nilai tambah ekonomi. demikian juga dengan tahun 2002. saran 1. dalam penggunaannya, eva secara langsung atau tidak langsung mendorong pengalokasikan dana perusahaan untuk investasi dengan biaya modal yang rendah. investasi yang demikian umumnya memiliki risiko yang kecil sehingga sadar atau tidak sadar eva telah mendorong perusahaan untuk menghindari risiko. padahal, sebagian besar investasi dalam bisnis memiliki risiko yang sangat tinggi, terutama dalam era pasar bebas yang penuh dengan ketidakpastian. oleh karena itu, dalam mengimplementasikan eva dibutuhkan waktu dan hendaknya jangan diterapkan secara kaku, bukan sekedar untuk menghindari risiko tetapi bagaimana mengoptimalkan setiap peluang yang ada. oleh karena itu, akan menjadi lebih baik kalau dalam penggunaannya, eva dikombinasikan dengan penggunaan rasio keuangan, terutama rasio finasial seperti roe. 2. salah satu kunci penting untuk melakukan investasi adalah kestabilan ekonomi dan politik dalam negeri dan upaya pemerintah untuk menyehatkan perekonomian nasional. hal itu merupakan tindakan yang berada di luar kendali perusahaan. oleh karena itu, perusahaan perlu melakukan analisis rasio keuangan dan metode eva secara bersamaan untuk melakukan investasi dan memaksimalkan nilai perusahaan bagi pemiliknya, yaitu pemegang saham. daftar pustaka bodie, zvi kane, marcus alex, and alan. j. 1999. invesment. 4th ed. singapore: the mcgraw hill companies, inc. brigham, eugene f. and joel f. houston. 1999. fundamentals of financial management. 9th ed. usa: harcourt, inc. dess, gregory e., alex l. miller. 1996. strategic management. edisi international. n.j.: mcgraw hill. penerapan economic value added untuk memaksimalkan… (hartiwi prabowo) 29 eccles, robert g., et all. 2001. the value reporting revolution: moving beyond the earnings game. 1st eds. england: john wiley and son ltd. kaplan, robert s. and anthony a. atkinson. 1998. advance management accounting. 3rd ed. new jersey: prentice – hall, inc. kotler, philip, et all. 2003. rethinking marketing: sustainable marketing enterprise in asia. edisi pertama. jakarta: pt prenhalindo. scott jr., david f. et all. 1999. basic financial management. 8th ed. new jersey: prentice hall, inc. tully, shawn. 1993. the real key to creating value. usa: fortune. young, s. david and stephen f. o’byrne. 2001. eva dan manajemen berdasarkan nilai: panduan praktis untuk implementasi. 1st ed. jakarta: pt salemba emban patria. journal the winners, vol. 5 no. 1, maret 2004: 19-33 30 lampiran 1 neraca pt xyz (dalam jutaan rupiah) tahun 2000 – 2002 tahun 2000 2001 2002 aktiva a. aktiva lancar kas dan setara kas kas dan deposito berjangka pendek investasi jangka pendek piutang usaha pihak yang mempunyai hubungan istimewa piutang usaha pihak ke tiga piutang lain-lain persediaan uang muka biaya dibayar dimuka pajak dibayar dimuka 3.215.172 1.125.236 213.490 227.535 1.497.036 190.390 3.038.371 213.332 180.204 3.552.385 343.398 544.689 176.563 1.472.175 314.461 3.028.927 258.145 104.716 408.953 4.779.330 103.680 485.342 203.193 1.278.671 243.684 2.590.775 126.064 100.003 353.527 total aktiva lancar 9.900.766 10.204.412 10.264.269 b. aktiva tidak lancar dana pelunasan obligasi piutang pembiayaan bersih piutang lain-lain : pihak hub. istimewa pihak ketiga penyertaan hutan tanaman industri bersih hutan tanaman industri dalam pengembangan proyek perkebunan plasma aktiva tetap bersih aktiva yang belum digunakan dlm usaha goodwill-bersih aktiva pajak tanggguhan – bersih piutang derivatif piutang karyawan kontrak valuta berjangka taksiran tagihan pajak biaya ditangguhkan – bersih aktiva lain-lain 105.360 2.051.881 1.500.554 566.186 2.542.303 342.463 27.582 6.851.533 324.293 336.888 1.877.977 423.872 154.604 90.763 325.719 132.381 2.534.498 95.095 6.806 2.611.537 354.624 7.766 117.674 7.052.594 282.891 295.995 1.959.404 622.358 188.946 52.634 53.931 152.359 2.954.258 94.080 5.919 3.808.199 6.420.806 258.970 283.618 1.299.681 308.827 223.443 38.712 72.464 total aktiva tidak lancar 17.521.978 16.369.134 15.921.336 total aktiva 27.422.744 26.573.546 26.185.605 penerapan economic value added untuk memaksimalkan… (hartiwi prabowo) 31 lampiran 2 neraca pt xyz (dalam jutaan rupiah) tahun 2000 – 2002 tahun kewajiban dan ekuitas 2000 2001 2002 a. kewajiban * kewajiban lancar utang jangka pendek utang usaha pihak hub. istimewa pihak ke tiga utang lain-lain uang muka pelanggan + penjualan utang pajak biaya masih harus dibayar penghasilan tangguhan bag. utang jk.panjang yang jatuh tempo dalam waktu satu tahun : utang bank + pinjaman lain-lain obligasi pinjaman dana reboisasi obligasi konversi sewa guna usaha 2.006.320 1.759.296 946.790 433.445 150.400 532.325 818.625 214.783 2.395.742 542.143 250.089 7.543 42.511 1.795.072 1.086.857 1.150.565 388.283 155.092 536.628 895.731 519.455 2.970.480 564.085 270.850 21.889 1.224.584 967.688 956.014 354.821 220.805 670.615 842.455 580.439 1.397.442 757.370 11.182 total kewajiban lancar 10.100.012 10.354.940 7.983.415 * kewajiban tidak lancar utang lain –lain : pihak hub. istimewa -pihak ketiga penghasilan tangguhan proyek perkebunan plasma bersih kewajiban pajak tangguhan – bersih kewajiban diestimasi utang jk. panjang setelah dikurangi bagian yang jatuh tempo dalam 1 th. : utang bank + pinjaman lain-lain obligasi obligasi konversi sewa guna usaha biaya bunga masih harus dibayar 95.625 16.600 738.423 138.095 349.497 7.947.874 4.417.079 87.000 11.712 66.272 67.843 429 33.689 157.594 525.002 7.118.695 3.755.628 9.348 43.529 3.008 31.047 28.952 181.049 429.542 4.901.110 3.657.325 5.318 total kewajiban tidak lancar 13.868.177 11.668.228 9.280.880 journal the winners, vol. 5 no. 1, maret 2004: 19-33 32 lampiran 3 neraca pt xyz (dalam jutaan rupiah) tahun 2000-2002 2000 2001 2002 hak minoritas atas aktiva bersih anak perusahaan yg dikonsolidasikan c. ekuitas modal saham tambahan modal disetor selisih penilaian kembali aktiva tetap selisih transaksi perubahan ekuitas perusahaan afiliasi akumulasi selisih kurs karena akumulasi penyesuaian nilai wajar investasi penjabaran laporan keuangan laba (rugi) belum direalisasi atas efek tersedia untuk dijual saldo laba (defisit ) * telah ditentukan penggunaannya * belum ditentukan penggunaannya 1.749.584 1.253.321 330.233 430.121 1.248.924 [6.576] [291.427] 4.700 [1.264.325] 1.983.552 1.269.090 339.113 430.121 1.376.832 [345.957] [6.576] 4.700 [500.497] 2.422.749 1.304.044 453.209 430.121 1.529.363 [352.411] [6.576] 4.700 3.136.111 total ekuitas 1.704.971 2.566.826 6.498.561 total kewajiban + ekuitas 27.422.744 26.573.546 26.185.605 penerapan economic value added untuk memaksimalkan… (hartiwi prabowo) 33 lampiran 4 pt xyz laporan laba-rugi (dalam jutaan rupiah) tahun 2000-2002 tahun 2000 2001 2002 penghasilan bersih beban pokok penghasilan laba kotor beban usaha laba usaha penghasilan (beban ) lain-lain laba (rugi) selisih kurs penghasilan bunga laba (rugi ) penjualan investasi bersih penyisihan piutang beban bunga laba pembelian + pembayaran kembali pinjaman penyisihan rugi penurunan nilai usaha selisih lebih biaya pengembangan perkebunan plasma atas nilai konversi lain-lain total penghasilan (beban) lain-lain bag. laba bersih perusahaan asosiasi laba (rugi) sebelum taksiran manfaat (beban pajak ) beban pajak penghasilan laba (rugi) sebelum laba luar biasa laba luar biasa (setelah dikurangi pajak rp. 168.000 kerugian dari penghentian perkayuan laba dari aktivitas normal pengaruh kumulatif psak 55 pada 1/1 2001 pendapatan luar biasa setelah pajak penghasilan laba sebelum hak minoritas hak minoritas atas laba bersih anak perusahaan 28.403.770 [23.284.363] 5.119.407 [2.542.617] 2.576.790 [2.520.350] 376.228 21.609 [214.892] [.1425.551] 20.800 167.558 [3.574.598] 406.45 [591.358] 219.004 [372.354] 392.000 19.646 19.646 [258.353] 30.122.723 [24.465.854] 5.656.869 [3.033.363] 2.623.506 [857.076] 410.023 66.989 [55.900] [1.159.466] 36.704 [1.558.706] 875.229 1.940.029 [586.621] 1.353.408 1.353.408 [128.678] 31.406 1.256.136 [411.625] 30.685.033 [24.059.817] 6.625.216 [3.814.649] 2.810.567 940.079 400.324 184.329 [840.366] [188.669] 421.77 1.056.046 1.668.572 5.535.185 [1.528.566] 4.006.619 [41.156] 3.965.463 255.85 4.221.313 [584.705] laba bersih [238.707] 844.511 3.636.608 microsoft word 03_ibm_rianto_prepare sme in facing aec 2015 -1 a2t 96   journal the winners, vol. 16 no. 2, september 2015: 96-107  prepare sme in facing aec 2015 through english training program to obtain the export market rianto nurcahyo1; raja halim harahap2; didiet gharnaditya3 jurusan ibm bina nusantara university jln. jalur sutera barat kav. 21, alam sutera, serpong tangerang 1rnurtjahjo@binus.edu abstract entering the era of globalization, better known as free market requires every individual to prepare reliable resources, especially in the field of science and technology. in order to master these demands, adequate knowledge is required in dealing with the demands of a globalized world that is full of competition. in this regard, the role of the english language is required both in mastering communication technologies and to interact directly; moreover, the presence of the media especially the internet will force people to learn english. as a means of global communication, english should be actively mastered both orally and in written. in an increasingly globalized business world, there are more local indonesian companies entering into the world market, and growing number of international companies. this research is an attempt to create the roles of exporters, especially the micro, small and medium enterprises (smes) through the products produced by the exporters themselves. comparing indonesian export revenue number to other countries, the value of indonesia's exports is relatively low. one of the constraints faced by exporters is in terms of the ability of a foreign language, namely english. mastery of english is the main capital to open international trading communication. this research focuses on quantitative method using chi square analysis, where it can be used to test the relation or the effect of two nominal variables and to measure the relation strength of each variable with other nominal variable (c as the coefficient of contingency). from the chi square method, difference from the sme before and after the export english course training is expected to be found. the training will use classroom method. the title of this study is prepare sme in facing aec 2015 through english training program to obtain the export market. keywords: training, export, english, aec abstrak memasuki era globalisasi atau yang lebih dikenal dengan pasar bebas menuntut setiap individu untuk mempersiapkan sumber daya yang handal terutama di bidang ilmu pengetahuan dan teknologi (iptek). agar dapat menguasai tuntutan tersebut diperlukan pengetahuan yang memadai sehingga dapat memanfaatkannya dalam menghadapi tuntutan dunia global yang sarat dengan persaingan yang kompetitif. dalam hal ini peranan bahasa inggris sangat diperlukan baik dalam menguasai teknologi komunikasi maupun dalam berinteraksi secara langsung apalagi dengan hadirnya media internet yang mau tidak mau memaksa orang untuk mempelajari bahasa inggris. sebagai sarana komunikasi global, bahasa inggris harus dikuasai secara aktif baik lisan maupun tulisan. di dunia usaha yang makin mengglobal, semakin banyak perusahaan lokal indonesia yang masuk ke pasar dunia, dan semakin banyak perusahaan internasional hasil penelitian ini adalah upaya untuk menciptakan peranan exportir khususnya para usaha mikro kecil menengah (umkm) melalui produk yang dihasilkan oleh para eksportir itu sendiri , dari angka pendapatan export indonesia ke luar negeri, nilai ekspor indonesia masih relatif rendah, salah satu yang menjadi kendala yang dihadapi oleh eksportir adalah dari segi kemampuan bahasa asing, yaitu bahasa inggris. penelitian ini mengacu pada metode kuantitatif yang di analisa dengan menggunakan analisa chi square dimana pengertian dari metode ini adalah metode chi square adalah metode yang berguna untuk menguji hubungan atau pengaruh dua buah variabel nominal dan mengukur kuatnya hubungan antara variabel yang satu dengan variabel nominal lainnya (c=coefisien of contingency). dari metode chi square diharapkan dapat menemukan perbedaaan antara sebelum dan sesudah melakukan kursus bahasa inggris terhadap ekspor yang akan dilaksanakan oleh para umkm. bentuk dari pelatihan yang dilaksanakan menggunakan metode classroom. judul dari penelitian ini adalah mempersiapkan umkm dalam menghadapi mea 2015 melalui program pelatihan bahasa inggris guna mendapatkan pasar ekspor. kata kunci: pelatihan, ekspor, bahasa inggris, mea prepare sme in facing aec 2015…… (rianto nurcahyo; dkk) 97  introduction entering this year, indonesia was confronted by the collective agreement in the field of economy, namely the aec (asean economic community), aec is a brainchild of the members throughout the asean countries aimed at creating a development country of asean economic integration, namely the free flow of goods and services, educated workforce and investment between asean countries, indonesia with a population of more than 250 million, as seen in table 1 according to the united nations, indonesia is a developing country. developing countries are countries that are working in order to become a developed country by improving the welfare of their people from various sectors. table 1 ten largest countries by population no country number 1 republik of china 1.405.000.000 2 india 1.280.000.000 3 united states of america 326.000.000 4 indonesia 257.000.000 5 brazil 204.426.000 6 pakistan 189.000.000 7 nigeria 185.000.000 8 bangladesh 161.000.000 9 rusia 141.000.000 10 japan 126.000.000 source: http://www.worldometers.info/world-population/ from the data, it is known that indonesia with a population of no. 4 in the world population of 2015 will be the target of trade because it has great potential and it became the basis of consumption. it can be seen that indonesia strategically is in good position and asean economic community (aec 2015) can be a great opportunity for indonesia to build the economy. one way for indonesia to build the economy is by increasing the sme’s sector. micro, small and medium enterprises (smes) have a very big role in the indonesian economy which was stated by arif (2004). the meaning of medium enterprise in here are productive economic activities carried out alone by individuals or entities that are not subsidiaries or branches of companies owned, controlled or become part either directly or indirectly with small or large businesses with total net assets or have a net worth of more than 500 million up to a maximum of 10 billion excluding land and buildings or having an annual sales turnover of more than rp2.5 billion up to at most 50 billion. the role of smes in indonesian economy in 2014 gdp shows amounted to 57.9 percent and the employment contribution of 97.2 percent. as if the gdp (gross domestic product) are all goods and services production is in a state within a specified period (which is normally a year). for the asean region alone, more than 96 percent of companies in asean are smes and the contribution to gdp by 30-50 percent this case based on data from the director general of industry small and medium enterprise from ministry of industry. the population of indonesia is the largest in asean will be targeted marketing of various goods, services and investment but smes still weak in access to working capital or business loans, intellectual property rights, deregulation, export facilities, business management and administration, as well as the continuity of supply of materials raw. export is the activity of selling goods and services from the customs area according to the rules and regulations applicable as stated by purnamawati (2013). 98   journal the winners, vol. 16 no. 2, september 2015: 96-107  smes in indonesia could be developed to boost the development of sme clusters through stakeholder involvement / private sector and government. in this case, the role of academics is very helpful to prepare smes in facing the asean economic community (aec 2015) by providing entrepreneurship training conducted intensively. according to analisis peran lembaga 2015, the gross domestic product (gdp) contribution to the development of micro, small and medium increased in growth from year to year. in 2010, the gdp of micro, small and medium increased 0.59% from 56.53% in 2009 to 57.12% in 2010, whereas in 2011 it increased by 0.83% to 57.94% and in 2012 there was an increase of 1.14% to 59.08%. this takes place in a sustainable growth of smes in indonesia. implementation of the asean economic community imposed this year to have a common goal in improving economic instrument asean countries, aec materialized from the desire to be the regional countries to realize the asean into a region whose economy is solid and taken into account in the international economy stated in mahendrawati (2014). the asean leaders have agreed to realize aec 2015 stated in warta ekspor (2015) with four pillars, namely single market and production base, highly competitive economic region, region with equitable economic development, and integrated region. with the aec, the goal to be achieved is the free flow of goods, services and skilled labor (skilled labour) and the flow of free investment. aec implementation will implement 12 priority sectors, as stated by ari (2015): fisheries, e-travel, e-asean, automotive, logistics, air industrial wood base, rubber-based industry, furniture, food and beverages, textiles and health. but according to skkni (national competence indonesia), lsp (professional certification institute) and mra (mutual recognition arangement), indonesia is ready with 3 most prepared sectors welcomed by the aec: the tourism, furniture and textile. for indonesia, aec formation faces challenges that are not only internally in the country but even more competition with other asean countries and other countries such as china and tight india. nagel (2015) stated that this competition will have an impact on the competitive price, not only the commodity form of the products /services featured but also the sme sector because of the similarity characteristic of the product. this large number of smes is not an advantage for indonesia if it is not supported by the quality of human resources. there are some things that hinder the quality of indonesian human resources, especially in smes, namely; education, knowledge and communication technology. some smes are considered to have the potential for a very large local market in the middle of the aec 2015 trading era. yet, to be able to compete, innovation, marketing and a good mastery of the english language are needed. forum management prasetya mulya stated that (2015) the current obstacles in entering the international business are the limitation of quotas and tariffs, differences in language, culture social / cultural, political conditions and laws / regulations, currency differences friendlies’, low quality resources, and inter-country payment risk is difficult and high risk. there are a few things that have to be taken into consideration smes should master the language skills, namely: (1) customers are served by smes does not come from indonesia, but also includes countries in this asean. it also needs demanding of indonesian smes to be able to master english well in order to provide maximum service in accordance with market needs. (2) the existence of competition and an increasingly competitive workforce to seize the market opportunities that exist. the smes not only rely on local customers from indonesia as well as the use of defence strategies. the smes should be more competitive to develop the business and take advantage of existing opportunities. (3) development of information technology, which is demand of smes to be able to master the english language in order to learn and utilize technology and information in assisting the development of businesses owned. with the mastery of english, it is expected for indonesian society and smes to have greater bargaining power. learning english requires time and cost, but it must be trained consistently since it would be beneficial to speak english fluently. english is an international language that serves as a prepare sme in facing aec 2015…… (rianto nurcahyo; dkk) 99  communication tool for people around the world. the ability to communicate in english can be used in various aspects of life such as in the economic, social, cultural, educational, legal, and others stated by soedradjad (2014). based on information above, the implementations of the training activity are: (1) how the implementation of the training methods implemented effectively? (2) how is the correlation of the training activities with the export carried out by smes? (3) output results this study has several purposes, among others: (1) to learn about the preparation of smes in facing the asean free market through english training program, (2) to know the relationship or correlation to the effects before and after the training program was held organized english language training program for smes in the area of tangerang, (3) to determine the influence of the correlation of the results the sales made by the smes. tangerang area before and after the training in english. this paper has important benefits of this research which are: (1) to find out how much influence the training conducted before and after the participants of training for smes, (2) to find out how much the effectiveness of implemented through english language training for smes, (3) to know the results obtained from this research to exporter conducted by the micro, small and medium enterprises (smes), to be obtained from the implementation of training for smes. in general, each organization often occurs a gap between the need for the promotion of employment expected by the organization with the ability to respond to the needs of the workforce, organizations need to make an effort to bridge this gap. one way to do is through the organization of training programs. through the training program, it is expected so that the full potential can be increased in accordance with the wishes of the organization or at least close to what was expected by the organization. here is an explanation of some experts about the notion of training. according to bella (2003), “education and training together with the development of which is the process of improving work skills both technical and managerial. oriented education in theory, can be done in the classroom, lasts longer and usually answer why exercise-oriented practice, carried out in the field was brief and usually answer the how.” based on panggabean (2004), “training can be defined as a means used to provide or improve the skills needed to carry out the work now. while education is more oriented to the future and put more emphasis on improving one’s ability to understand and interpret knowledge.” based on the above understanding, it can be concluded that training is an activity to improve the capability and improve the performance of employees in performing their duties by increasing the expertise, knowledge, skills, attitudes and behaviors that are specifically related to the job. according to panggabean (2004), training is done to meet the needs of employees, companies, and consumers, as for the purpose of the training are: (1) provide the skills and knowledge required of employees, (2) improve employee morale. with the skills and expertise appropriate to the work they will be keen to finish the job properly, (3) improve performance. employees who work with unsatisfactory performance because of skills shortages can be minimized through training programs and development, (4) assist employees in coping with changes, both changes in the organizational structure, technology, and human resources, (5) through employee training and development is expected to effectively use new technologies. managers in all areas must be constantly aware that technological advances make the organization function more effectively, (6) increased employee's career. with training and development opportunity to improve career become better because of the expertise, skills and better job performance, (7) increase the amount of remuneration that can be received by employees. with training and development, increasing the skills and better job performance and salary will also increase due to salary increases based on achievement. 100   journal the winners, vol. 16 no. 2, september 2015: 96-107  language definition according to bloch and trager (1981) language is a system of arbitrary vocal symbols by means of which a social group co-operates. according to hall (1981) language is the institution whereby humans communicate and interact with each other by means of habitually used oral-auditory arbitrary symbols. it can be concluded that the language is a tool which humans can communicate and interact with each other through the emblem / symbol. importance of learning english the era of advances in science and technology is rapidly increasing, more opportunities to communicate internationally. the implementation of free market requires indonesian people have a competitive competence in various fields. indonesia can no longer just rely on natural resources and the physical ability to achieve the welfare of the nation but must rely more on competent human resources. one absolute requirement to achieve this is to have good communication skills. the main communication tool throughout the world is language stated in suzieicus (2013). language is a sign system in the form of sound, is abitrer, used by the people to speak, collaborate, communicate, and to identify themselves (keraf & chaer, 2006). without language, human beings cannot communicate to convey thoughts and feelings. mastery of the language in an integrated way covers speaking, listening, reading and writing are important parts to learn. learning languages is becoming increasingly important to be able to communicate well too (lyons, 1981). definition that is intended to communicate is to understand and express information, thought, feeling, and develop science, technology and culture with the use of language. the ability to communicate on a deeper level of understanding of the complete is the ability of discourse. it is inevitable that the first international language that is widely used is english. english is taught widely in various countries around the world. according to richards & rodger (1986), many people in different countries used english as a communication tool in a variety of important international meetings. mastery of english is very important because almost all global resources in various aspects of life using this language. crystal (2003) stated that english is global language. this statement represented the meaning that english is used by various nations to communicate with nations around the world. thus, english is one of the international languages at the same time global language. definition of smes in accordance with law no. 20 of 2008 on micro, small and medium enterprises (smes): micro is a productive enterprise belonging to individuals and / or entities that meet the criteria of individual businesses micro as stipulated in this law. small business is an economic enterprise productive stand-alone, regulated by carried out by an individual or business entity that is not a subsidiary or not branches of companies owned, controlled, or be a part either directly or indirectly from the medium or large business meet the criteria for small business sme criteria based on the amount of assets and turnover. prepare sme in facing aec 2015…… (rianto nurcahyo; dkk) 101  table 2 difference type of sme in asset and omzet type of sme asset omzet micro type small type medium type max idr 50jt more idr 50jt-500jt more than idr 500jt-10m max idr 300juta more than idr 300juta-3m more than idr 2,5m-50m based on the 2008 uu.no 20 above, it clearly shows a considerable difference both in terms of assets or turnover among small and micro businesses. definition of aec according to the official website of asean, aec is a form of economic integration of asean in terms of a system of free trade between the aec that will be a single market for goods and services to enhance the production network in asean and asean's capacity as a global production center. to find out the position of indonesia among other asean member countries in dealing with aec, the logistic performace index (lpi) by the world bank in 2014 is used. it shows that indonesia occupies ranking 53 which means lower than vietnam (rated to 48), (see data attach above). the factors that affect the ranking of the cost of logistics include customs, infrastructure, international shipments, logistics competence, domestic logistics costs and timeliness. table 3 differences of lpi between 2012 and 2014 method to be known within the market, the smes should make it easier to find their target customers (buyers). the existence in the virtual world to do, ranging from having a website, active in social media, to install the product and company information in online directories. english should be mastered so that communications are not hindered. better yet, master the language of each country. preparation should be done early so that our smes will not only be able to survive in their own country, but also can compete to be a major player in southeast asia. this study was to prove that the two variables will have an impact on the before and after training in english for the smes. figure 1 relationship indicators for english language training has an influence on export opportunities. 2014 lpi 2012 lpi economy rank score % of highest performer rank score % of highest performer vietnam 48 3.15 69 53 3 64.1 indonesia 53 3.08 66.7 59 2.94 62.2 india 54 3.08 66.6 46 3.08 66.4 philipines 57 3 64.2 52 3.02 64.8 ukraine 61 2.98 63.3 66 2.85 59.3 egypt 62 2.97 63 57 2.98 63.3 el savador 64 2.83 62.8 93 2.6 51.2 pakistan 72 2.81 58.5 71 2.83 58.4 nigeria 75 2.8 57.9 121 2.45 46.3 english language understanding export 102   journal the winners, vol. 16 no. 2, september 2015: 96-107  the flow diagram of this study refers to the quantitative methods in the analysis using chi square analysis / hypothesis. method chi /chi square is useful to examine the relationship or the influence of two nominal variables and measure the strength of the relationship between variables with each other nominal variables (c = coefficient of contingency) stated by arief (2004). from the chi square method, it is expected to find a difference between before and after the course of english to exports to be carried out by smes. this methodology was applied in order to answer the questions of the research conducted by the author with the following details: (1) is there a difference before the participants of the training of the english language in terms of understanding and export opportunities to the smes? (2) is there a difference after the implementation of the participants attended english language training to the terms of the understanding and export opportunities to the smes? population and sample this research was conducted on smes which have difficulty in english includes: writing, speaking, reading and hearing and have a lack of knowledge on export activities of goods related to marketing and packaging. the research sample is taken from smes in tangerang region by taking four districts as much as 20 smes. research instrument the instrument used in this study is a questionnaire as a source of information about the readiness of smes in the face of the aec and the ability of understanding english and export marketing strategies through survey method and provide english language training for 20 hours. whole grains questions or statements are measured based on a questionnaire and the results of pre-test and post-test in which data collection is carried out through distributing a questionnaire to provide a questionnaire / list of questions to the micro, small and medium enterprises which are in 4 districts tangerang region validity and reliability research instruments to analyze the data using techniques percentage and presented in a descriptive diagram and use a range of methods to the results before and after exercise training english language presented in comparison to the results of a test of the method of distributing questionnaires. results and discussion asean economy community (aec) can provide opportunities for tens of millions of smes in indonesia to expand their markets in ledda (2015). some of the benefits that can be in the can by smes are: smes can find out the needs and desires of the asean market to market products and selling products to various customers and countries in asean, getting the investor section of the states members of asean, ability to negotiate with the buyer (buyer) of asean member countries, to deal / beneficial cooperation with asean member states. one thing that becomes the weakness of language acquisition in the asean economic community is in the challenge that must be faced.this obstacle is regarding how to improve english proficiency and knowledge of exports for smes, considering that they are only refer to the freight forwarder / service logistics agent arrangements for the goods to be exported / imported abroad because foreign currency will give huge profits and the government is encouraging separately promoting local products. prepare sme in facing aec 2015…… (rianto nurcahyo; dkk) 103  according to data issued by ef english proficiency index, it shows premises ranks 27 out of 18 countries in the index in terms of english language proficiency. (while the neighboring countries with the category average, to singapore's neighboring countries are in the order of 12 (with a score of 58.65) and malaysia 13th (score 57.95), as seen in table 4. table 4 english proficiency index-rank out 18 countries 2012 rank country score level 1 sweden 68.91 very high 2 denmark 67.96 very high 3 netherlands 66.32 very high 4 finland 64.37 very high 5 norway 63.32 very high 9 germany 60.07 high 10 poland 59.08 high 12 singapore 58.65 high 13 malaysia 57.95 high 14 india 57.49 moderate 15 switzerland 57.39 moderate 17 pakistan 56.03 moderate 27 indonesia 53.32 low 28 iran 52.92 low 29 rusia 52.78 low 48 brazil 46.86 very low 50 columbia 45.07 very low 52 saudi arabia 44.50 very low (sources: ef “countries where english is an official language “) from these results, it can be seen that the english language skills of indonesian society is still very weak. indonesia is lagging behind singapore and malaysia which have the ability to speak english better. through this research, based on a questionnaire obtained data on smes in tangerang that nearly 90% of the smes have any impact on the importance of english to face the challenges of the asean economic community by 2015. (enclosed in table 5) table 5 results of questionnaire on the importance of english the importance of english language not important do not know total number of questionners 42 5 3 50 percentage 95% 4% 1% 100% (source: 2015 data processing) in this study, get 5 districts of the total questionnaires distributed 50 questionnaires, and there is a 95% respondents state that english language skills are needed while the remaining 4% respondents argue that english language is not important because they lack understanding about the existence of the aec (asean economic community in 2015) while 1% of smes do not fill out a questionnaire that is given. to complete this study, data were obtained, from the total districts under the auspices of the department of cooperatives and smes district tangerang as many as 29 sub-district with a total 3,500 smes stated in umkm banten province, so the data at random on the basis of the region that 104   journal the winners, vol. 16 no. 2, september 2015: 96-107  has the potential to export will be taken such as teluk naga, kosambi, panongan, paku haji, and kemiri. type of business of the smes is as diversed as bamboo hats, bags, shoes, wallets, craft making and tool table praga for kindergarten kids, food and other. implementation of training activities english language training activities carried out during 46 hours with face to face and evaluation methods with a time of 120 minutes, with 90 minutes of the class for a discussion of material and 30 minutes for evaluation of the teaching material previously provided. activities carried from june 4 to august 4, 2015, the execution time of the meeting is 2x 1 week (tuesday and thursday). this activity was break due to eid al-fitri holiday. it can be seen from the table above that the activity is more focused on writing because the smes export activities via email and emphasis on teaching english for business. in addition to writing material given, the smes are also given by grammar. grammar as a basis for writing arrangement or grammar in correspondence with buyers can be true and correct. pre-test result table 5 shows the results of the pre carried out for 100 minutes with a form of multiple choices, and the time allotted each problem as follows: table 6 types of the pre test for smes no exam questions number of questions duration of test 1 listening 20 45 minute 2 reading & grammar 30 55 minute total 50 100 minute the author provides information about the meaning / significance of this type of exam questions. listening is skills to understand the meaning or intent of greeting someone either in the form of words, phrases, simple sentences, until combined complex derived from the audio / video such as: tv, radio, cassette, etc. reading is a skill to describe something in detail with in the form of writing about the story / case. grammar is a set of rules about the structure of the grammar. from the results of questionnaires distributed by the author as much as 20 smes from several districts in the city of tangerang, the authors have obtained the data that 42 provide options that english is very important for the asean economic community, but which is present and sends participants from smes to attend language training english is only 20 smes, here are the results of the pre tests carried out on 4 june 2015. (see table 6) the results of this test will be part of the evaluation of english language skills which will be implemented for a total of 46 hours each 2x meeting every week for 2 hours to 16x meeting. the data pre and post the test results are as follows. the data shows that the total value before the course for listening and grammar between 50-70 while after the value after the course for reading / grammar is 77-90, which means that participants had elevated the value of english language, and their desire to be able to speak english and trust to correspondence using on line in order to face the 2015 asean free trade market. prepare sme in facing aec 2015…… (rianto nurcahyo; dkk) 105  table 7 paired samples statistics table 8 paired samples correlations table 9 pre test and post test result of english language training program no pre test score post test score 1 70 90 2 66 80 3 65 87 4 50 85 5 58 89 6 59 90 7 65 86 8 64 81 9 70 85 10 63 80 11 70 77 12 59 90 13 68 85 14 55 85 15 62 83 16 59 78 17 65 90 18 64 79 19 66 77 20 68 90 hypothesis h0: μ1 = μ2 h1: μ1 ≠ μ2 α = 0,05 1 = 63,3; 2 = 84,35 σ1= 5,302; σ2= 4,075 from these results can be known thitung= -12,574 <-2,093 = ttabel then h0 rejected. spss output and data analysis the first part shows a summary of the two samples. the test score before the course has an average score of 63.3 of the total of 20 data. while test scores after course has an average score of 84.35 within the total of 20 data. in addition, table 8 and 9 also can be seen standard deviation score mean standard error from each variable. mean n std. deviation std. error mean pair 1 pre test score 63.30 20 5.302 1.186 post test score 84.35 20 4.705 1.052 n correlation sig. pair 1 pre exam & post exam 20 -.116 .626 106   journal the winners, vol. 16 no. 2, september 2015: 96-107  in decision making, based on comparison between thitung with ttabel: if thitung is in range ttabel, then h0 is accepted if thitung is out of range ttabel, then h0 is rejected t hitung from output is -12,574 ttabel =  1n2;t -/ = t(0,05/2: 20-1) = t(0,025; 19) = 2,093 because thitung= -12,574<-2,093 = ttabel then h0 is rejected. it can be said that the implementation of english language training program is effective to be implemented for smes in tangerang to enhance the confidence in facing the 2015 asean economic community. conclusion english is so important because the eac is certainly a place for businesses to sell their products, including smes. it means that indonesian entrepreneurs will compete with entrepreneurs from various asean countries. with the holding of english language training for smes in indonesia, it is expected that smes are more prepared to overcome english, although still at a basic level. but at least they already have one of the assets to compete with other asean countries when the asean economic community (aec) began in the late 2015's. references analisis peran lembaga pembiayaan dalam pengembangan umkm. (n.d.). retrieved from http://www.kemendag.go.id/files/pdf/2015/02/27/analisis-peran-lembaga-1425035886.pdf crystal, d. (2003). english as global language (2nd ed.). cambridge. djiwandono, j. s. (2015). indonesia, mea 2015 dan globalisasi. butir-butir presentasi pada kuliah umum pada fakultas ekonomi, unika atma jaya, jakarta, 17 november 2014. ef “countries where english is an official language “english proficiency index-rank out 18 countries 2012. (n.d). retrieved from http://www.ef.com/~/media/efcom/epi/2014/full-reports/ef-epi2013-report-master-new.pdf forum management prasetya mulya, aec 2015 siapkah kita bertanding? edisi september–oktober 2014 hasibuan, h., malayu, s.p. (2008). manajemen sumber daya manusia. jakarta: bumi aksara. keraf, g. (2006). diksi dan gaya bahasa. jakarta: pt. gramedia pustaka utama. ledda, v.m. (2015). aec 2015: issues and challenges in standards and conformance, philippine journal of development 71, xxxix (1-2), 171-188. lyons, j. (1981). language and linguistics: an introduction. cambridge university press. prepare sme in facing aec 2015…… (rianto nurcahyo; dkk) 107  mahendrawathi er, herdiyanti, a. and astuti, h.m. (2014). readiness of indonesian companies for asean economic community (aec) preliminary findings from automotive and garment industry. indonesia proceedings of the 2014 international conference on industrial engineering and operations management. bali, indonesia, january 7 – 9, 2014 nagel, p.j.f. (2015). peluang dan tantangan ukm indonesia menghadapi masyarakat ekonomi asean 2015. panggabean, s. m. (2004). manajemen sumber daya manusia. bogor: ghalia indonesia. purnamawati, a. (2013). dasar-dasar ekspor teori praktik dan prosedur. upp stim ykpn yogyakarta. prastito, a. (2004). cara mudah mengatasi masalah statistik dan rancangan percobaaan dengan spss 12. jakarta: elex media komputindo. richards, j.c., rodgers, t.s. (1986). approaches and methods in language teaching. beijing: foreign language teaching press. suzieicus. (n.d.). pentingnya kemampuan-bahasa inggris dan public speaking. retrieved from http://suzieitaco.wordpress.com/2013/03/11/ tyas, a.a.w.p., safitri, v.i. (2014). penguatan sektor umkm sebagai strategi menghadapi mea 2015. jurnal ekonomi, 5(1), 42-48. umkm banten. (n.d.). retrieved from http://www.penghubung.bantenprov.go.id/id/read/umkmbanten.html #.viby3nsauzk warta ekspor, tajuk utama aec kemdag ri ditjen pen/wrt/04/i/2015 edisi januari; 7-10 microsoft word 04_e. koestandar_free float.doc perlukah sistem nilai tukar free float… (e. koestandar) 25 perlukah sistem nilai tukar free float dipertahankan e. koestandar1 abstract article discuss the necessary in keeping free float exchange rate system that consist of exchange rate system, stock market, and crisis on rupiah exchange rate system. it also explain comparison of flexible exchange rate and fixed exchange rate, keywords: exchange rate system, free float abstrak artikel mengulas perlunya sistem nilai tukar free float dipertahankan, meliputi pendahuluan tentang nilai tukar pasar uang dan gambaran kritis nilai tukar rupiah. dijelaskan juga perbandingan sistem nilai tukar flexible dan fixed exchange rates, system nilai tukar tetap, mengambang, terkendali, mengambang, bebas, efektivitas, pelaksanaan, serta dampak kebijaksanaan nilai tukar free float. kata kunci: sistem nilai tukar, free float 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 2 no. 1, maret 2001: 25-37 26 pendahuluan krisis nilai tukar mata uang yang melanda negara-negara asia sejak pertengahan tahun 1997 diduga merupakan bagian dari aktivitas pasar uang global. beberapa fakta dasar menunjukkan skala pasar uang global berkembang cepat sejak awal dekade sembilan puluhan. turn over pasar pasar uang global terus meningkat. pada tahun 1992 baru sekedar us$ 199,7 triliun atau us$ 832 miliar perhari, maka tahun 1995 telah mencapai us$ 295 triliun atau us$ 1,3 triliun per hari. laju pertumbuhannya sekitar 15 %-16% pertahun , jauh lebih tinggi dari kenaikan gnp di tiap negara. apabila dibandingkan dengan total perdagangan barang dan jasa pada tahun 1995 sebesar us$ 4,3 trilium, berarti hanya sekitar 1,5 % dari turn over pasar uang. demikian pula dibandingkan dengan nilai transakasi perdagangan saham di bursa seluruh dunia pada tahun 1995 sekitar us$ 21 triliun, berarti hanya 7,1 % dari turn over pasar uang. berdasarkan indikasi data ketiga, jenis pasar itu merupakan dampak dari instabilitas di pasar uang yang jauh lebih besar daripada dampak instabilitas perdagangan barang , jasa, serta saham. kecenderungan pasar uang global yang relatif tidak stabil diperkuat pendapat george soros dalam the theory of reflexivity. teori menyatakan pasar uang internasional sulit mencapai keseimbangan karena nilai tukar mata uang akan berfluktuasi di sekitar harapan para pelaku pasar uang. interaksi secara refleksif antarpelaku pasar uang menyebabkan pasar uang terus mengalami turbulensi. dengan demikian, turbulensi yang terjadi di pasar finansial regional asia diduga menjadi objek kegiatan spekulasi para pelaku pasar oleh institusi keuangan skala besatr yang diikuti spekulan lainnya. sementara itu, kondisi ekonomi negara-negara asia sebelum krisis mengidikasikan kelemahan yang mendasar, terutama thailand, indonesia, philipina, malaysia, dan korea selatan. diduga faktor fundamental ekonomi dan faktor efek penularan (contagion effect) merupakan faktor utama penyebab timbulnya krisis nilai tukar mata uang regional asia. faktor fundamental ekonomi yang terkait dengan resiko krisis mata uang , antara lain adalah current account, pinjaman luar negeri dan tingkat kesehatan bank. sedangkan, faktor contagion effect dapat terjadi melalui hubungan perdagangan (trade link) antarnegara. indonesia sebagai negara yang menganut prinsip ekonomi terbuka degan lali lintas devisa bebas tidak dapat menghindari contagion effect krisis nilai tukar asia. apabila tahap awal yang terjadi pada bulan juli 1997 adalah krisis nilai tukar rupiah, saat ini telah berkembang menjadi krisis ekonomi dan krisi kepercayaan. penelitian yang dilakukan bank indonesia mengindikasikan faktor yang mempengaruhi gejolak nilai tukar rupiah pada dasarnya dapat dilihat dari sisi permintaan maupun penawaran dolar di pasar valuta asing domestik. dari sisi permintaan, naiknya kebutuhan dolar, antara lain adalah adanya tindakan investor asing yang mengalihkan penanaman dananya ke luar indonesia, meningkatnya permintaan dolar karena jatuh temponya kewajiban luar negeri sektor swasta, meningkatnya transaksi spekulatif di pasar uang, kecenderungan menguatnya nilai tukar dolar sehingga mendorong investor mengalihkan dana mereka ke dalam mata uang dolar dan sensitifnya para pelaku pasar uang terhadap isu nonekonomi. di pihak lain, dari segi penawaran bergejolaknya nilai tukar rupiah, antara lain disebabkan berkurangnya pasokan dolar dipasar valuta asing karena terjadinya panurunan arus modal masuk, bahkan terjadi arus balik dana ke laur indonesia. sementara ini, pasokan dolar dari perlukah sistem nilai tukar free float… (e. koestandar) 27 hasil ekspor terbatas, bahkan tidak mencukupi permintaan pasar. oleh karena itu, intensi bank indonesia di pasar valuta asing dalam negeri menyebabkan volatilitas nilai tukar rupiah berfluktuasi sangat tajam hingga saat ini. krisis nilai tukar rupiah yang berkepanjangan sejak juli 1997 sampai saat ini telah melalui beberapa fase dilihat dari trend fluktuasi rupiah maupun langkah kebijakan yang ditempuh otoritas maneter dalan periode itu. pertama adalah fase contagion effect (juli 1997–awal agustus 1997), rupiah terkena imbas kebijakan sistem nilai tukar thailand sehingga otoritas moneter melakukan pelebaran band intervensi dari 8% menjadi 12% untuk menghindari penggunaan cadangan devisa. fase kedua adalah fase kepanikan (agustus 1997-januari 1998), otoritas moneter menghapus band intervensi dan memberlakukan sistem nilai free float. di samping itu, membekukan transaksi spbu dan menaikkan bertahap suku bunga sbi dalam rangka kontraksi uang beredar. dalam periode ini rupiah mengalami depresiasi terendah rp16.000,00/us$ pada 22 januari 1998. fase chaos (februari 1998-juli 1998) ditandai dengan terjadinya fluktuasi nilai tukar yang nampaknya berkaitan erat dengan gejolak suasana politik dalam negeri dan keraguan pemerintah atas program imf sehingga mencari alternatif penerapan currency board system (cbs). terhadap timbulnya gagasan cbs, para pelaku pasar nampaknya mengantisipasi positif sehingga nilai tukar rupiah mengalami depresi. fase keempat adalah fase efek eksternal (agustus 1998-desember 1998) antara lain, periode ini nilai tukar yen terhadap dolar melemah mancapai 1 us$ = yen 160 mengakibatkan rupiah terpuruk mencapai 1 us$ = rp 11.075,00 (agustus 1998). akan tetapi, periode ini terjadi nilai tukar yen terhadap dolar menguat kembali menjadi 1 us$ = yen 110 ( november 1998). periode ini dibarengi intervensi rutin bank indonesia. akan tetapi, nilai tukar rupiah hingga desember 2000 terus berfluktuasi, bergerak sekitar 1 us$ = rp 9.000-rp9.500. dukungan imf untuk melakukan restrukturisasi institusi keuangan belum menunjukkan indikasi terhadap perbaikan stabilitas nilai tukar rupiah dalam jangka panjang. di pihak lain, ketidakstabilan di bidang sosial politik sampai saat ini berdampak negatif terhadap rupiah sehingga nilai tukar rupiah menjelang akhir desember 2000 terus berfluktuasi berkisar 1 us$ = rp9.500,00. dengan demikian, kebijakan ekonomi yang ditempuh untuk mengatasi persoalan bergejolaknya nilai tukar rupiah sejak diterapkan kebijakan sistem nilai tukar free float 14 agustus 1997 tampak tidak efektif. berkaitan dengan hal tersebut kajian yang dilakukan dalam tulisan bertujuan mengidentifikasi faktor-faktor yang berpengaruh dominan terhadap efektivitas kebijakan sistem nilai tukar free float yang ditempuh untuk mengendalikan gejolak perubahan nilai tukar rupiah. journal the winners, vol. 2 no. 1, maret 2001: 25-37 28 pembahasan perbandingan sistem nilai tukar flexible exchange rates dan fixed exchange rate kebijakan ekonomi makro secara teoritis dapat ditempuh melalui fiscal policy, monetary policy dan foreign exchange policy. jadi, foreign exchange policy merupakan bagian dari kebijakan ekonomi makro. pelaksanaan foreign exchange rate dapat ditempuh melalui instrumen devaluasi, kontrol deviasi atau penetapan kebijakan sistem nilai tukar mata uang. teori sistem nilai tukar mata uang pada dasarnya terdiri dari dua bagian, yaitu flexible exchange rate dan fixed exchange rate. namun demikian, saat ini telah berkembang sistem nilai tukar yang merupakan hybrid dari kedua sistem nilai tukar tersebut seperti, pegged exchange rate, crawling peg, basket of currencies, dan wider band. pembahasan dalam tulisan akan difokuskan untuk menganalisis perbandingan sistem nilai tukar flexible exchange rate dan fixed exchange rate. penetapan sistem nilai tukar, baik sistem flexible exchange rates maupun sistem fixed exchange rates, bagaimanapun mempunyai dampak positif maupun negatif terhadap perekonomian secara makro. beberapa argumentasi yang mendukung penerapan sistem flexible exchange rates lebih baik dari sistem fixed exchange rates adalah sebagai berikut. better adjusment, flexible exchange rates lebih baik diterapkan pada saat terjadi trade imbalances, yaitu melalui kebijakan depresiasi nilai tukar sedangkan pada fixed exchange rates perlu dilakukan devaluasi. better cinfidence, flexible exchange rates dapat lebih cepat mengatasi terjadinya defisit transaksi berjalan sehingga menambah cadangan devisa dan selanjutnya memperkuat nilai tukar mata uang negara tersebut. kondisi itu dapat meningkatkan confidence di dalam foreign exchange market. better liquidity dengan penerapan flexible exchange rate maka bank sentral tidak perlu mempunyai cadangan devisa yang besar sepanjang intervensi money market tidak dilakukan karena nilai tukar ditentukan oleh mekanisme pasar. dalam fixed exchange rate, bank sentral perlu melakukan intervensi pasar untuk ,mempertahankan nilai tukar mata uangnya. gain from freer trade, flexsible exchange rates dapat mendorong perdagangan sehingga tidak diperlukan peraturan tarif atau restriksi perdagangan lainnya seperti, fixed exchange rate. increase independence of policy, flexcible exchange rates mendorong otoritas moneter untuk melakukan kebijakan sesuai target moneter yang ditetapkan, sedangkan fixed exchange rate membatasi otoritas moneter karena harus mengikuti kebijakan mitra dagang utama negara yang mata uangnya dikaitkan dengan nilai tukar mata uang domestik sementara itu, argumentasi yang menentang sistem flexsible exchange rate karena dalam pelaksanaan dampaknya lebih buruk dari sistem fixed exchange rate adalah sebagai berikut. flexible rates cause uncertanty and inhibit international trade and investment, flexible exchange rates menyebabkan ketidakpastian sehingga nilai tukar tidak stabil, lebih votile dan karenanya sulit diperkirakan sehingga dapat mempengaruhi transaksi perdagangan luar negeri maupun arus investasi. flexible rate are inflationary karena deoresiasi pada flexible rate akan meningkatkan harga tradable goods. sementara itu, apresiasi tidak paralel menurunkan harga. argumentasi itu berdasarkan ratchet effect teori yang tidak terjadi pada fixed rate karena harga tidak berfluktuasi. perlukah sistem nilai tukar free float… (e. koestandar) 29 flexible rates cause destabilizing speculation, spekulator umumnya membeli valuta ketika nilai tukarnya meningkat agar nilai tukar terus naik dan menjual valuta ketika nilai tukar turun sehingga nilai tukar terus menurun. pertimbangan spekulator masuk pasar valas dengan analisis mendalam atas kelemahan-kelemahan indikator ekonomi makro isu negatif lainnya. flexible rates will not work for open and small economies, depresiasi mata uang akan memperbaiki balance of trade apabila tidak diikuti kenaikan harga barang dan jasa dalam negeri. namun demikian, depresiasi pada flexible rate akan meningkatkan harga tradeable goods sehingga harga tidak komprtitif. dengan demikian, flexible rate tidak akan berjalan efektif pada negara open and small economies karena harga akan naik sejalan dengan naiknya harga barang impor. oleh karena itu, perlu didukung oleh kebijakan kontrol devisa lainnya. flexible rate cause structural unemployment, flexible rate mengakibatkan harga naik cost push infaltion, daya beli menurun, produksi menurun dan selanjutnya menimbulkan unemployment. namun demikian, sistem exchange rates apapun yang dipilih ditentukan oleh three key consideration that bear, most importantly, on the choice of regime menurut victor argy adalah sebagai berikut. 1. inflation discipline, that is , the equilibrium rate of inflation consisten with each exchange rate regime. 2. insulation, that is, how each regime insulates the economy from the disturbances, of domestic and foreign origin. 3. policy effectiveness, that is, to the capacity of each to exploit the policy instrument available the key macro economic targets of policy. pelaksanaan kebijakan sistem nilai tukar rupiah periode 1967-1997 sistem nilai tukar rupiah sejak tahun 1967 sampai diterapkannya sistem nilai tukar free float pada bulan agustus 1997 telah dilakukan beberapa kali perubahan sistem nilai tukar, antara lain pegged exchcange rate, managed floating exchange rate, crawling band dan terakhir free float exchange rate. berikut ini ilustrasi historis perkembangan sistem nilai tukar yang ditempuh indonesia sebagai berikut. 1. sistem nilai tukar tetap (1970-1978) pada tahap awal pemerintah orde baru indonesia memberlakukan dua sistem nilai tukar, yaitu devisa pelengkap (dp) dan bonus ekspor (be) sejak tahun 1967, sampai akhirnya menetapkan sistem nilai tukar terlambat atau pegged exchange rate tahun 1969 dengan nilai tukar 1 us$=rp 378,00. dengan periode 1970-1978, indonesia menganut sistem kontrol devisa ketat, antara lain para eksportir diwajibkan menjual hasil devisanya kepada bank indonesia. namun demikian, dalam pelaksanaan sistem kontrol devisa ini tidak ada pembatasan dalam hal kepemilikan, penjualan, maupun pembelian valuta asing. dengan adanya kewajiban penjualan devisa hasil ekspor tersbut, makan bank indonesia terus mempunyai cadangan devisa untuk memenuhi permintaan pasar valuta asing. dengan melakukan pegged rupiah terhadapa dolar us dollar maka bank indonesia memiliki wewenang penuh dalam mengawasi transaksi devisa, menjaga kestabilan nilai tukar sesuai target yang telah ditetapkan maka bank indonesia secara rutin melakukan intervensi di pasar valuta asing. journal the winners, vol. 2 no. 1, maret 2001: 25-37 30 kebijakan sistem nilai tukar tetap dengan sistem kontrol devisa ketat dalam periode tersebut masih dimungkinkan karena lembaga keuangan belum berkembang, volume transaksi devisa di pasar valuta asing masih relatif kecil serta mata uang rupiah belum diperhitungkan sebagai currency yang dapat diperdagangkan secara spekulatif dalam pasar valuta asing. bank indonesia sebagai otoritas moneter saat itu masih melakukan pembatasan dalam transaksi pinjaman luar negeri, penanaman modal asing, dan portofolio investment sehingga intervensi langsung yang dilakukan otoritas moneter dapat bekerja efektif. namun demikian, selama periode tersebut rupiah terus mengalami tekanan sehingga nilai tukarnya terhadap dolar adalah overvalued. kondisi itu menurunkan daya saing produk ekspor indonesia di pasar internasional. oleh karena itu, pada periode ini, pemerintah terpaksa melakukan devaluasi beberapa kali, yaitu 10 % tanggal 23 agustus 1972 dan devaluasi 50 % pada tanggal 15 november 1978. 2. sistem nilai tukar mengambang terkendali (1978 juli 1997) sejak devaluasi 15 november 1978, indonesia memberlakukan sistem nilai tukar rupiah mengambang terkendali atau managed floating. bank indonesia dalam menetapkan nilai tukar rupiah menetapkan dengan sekeranjang mata uang (basket of currenctes) negara mitra dagang utama indonesia. dengan sistem nilai tukar mengambang kendali tersebut maka bank indonesia menetapkan nilai tukar indikasi dan membiarkan nilai tukar bergerak di pasar valuta asing dengan spread tertentu. untuk menjaga stabilitas nilai rupiah, bank indonesia melakukan intervensi bila nilai tukar bergejolak melebihi batas atas atau batas bawah dari spread. dalam pelaksanaannya, sistem ini mempunyai esensi yang berbeda-beda sesuai dengan karakteristik perekonomian pada saat itu. karakteristik tersebut berhubungan erat dengan seberapa besar. bank indonesia mengendalikan nilai tukar tersebut dengan melakukan penekanan pada unsur manajemen atau floatingnya. sesuai dengan karakteristiknya, sistem nilai tukar mengambang terkendali pada periode tersebut dapat dibagi ke dalam tiga kelompok, yaitu managed floating i, managed floating ii, dan crawling band. periode 1978-1986 dapat dianggap sebagai periode managed floating i, unsur manajemen lebih besar dari floating karena pergerakan nilai tukar rupiah yang relatif stabil, kecuali pada saat devaluasi rupiah pada bulan september 1986.bank indonesia sebagai otoritas moneter saat itu tidak mengalami kesulitan dalam mengendalikan nilai tukar rupiah sesuai dengan target yang diinginkan dalam rangka menekan laju inflasi dan menjaga daya saing barang ekspor indonesia. dalam periode 1987-1992 dengan makin terbukanya perekonomian indonesia yang ditandai dengan meningkatnya capital inflow, pesatnya perkembangan sektor keuangan dana dunia usaha, kebijakan nilai tukar managed floating ii lebih ditekankan pada unsur floating-nya. dalam periode ini, kekuatan pasar bertambah besar sehingga unsur floating diperlukan. mengingat manajemen yang terlalu dominan dapat berakibat misalignment pada nilai tukar riil. flesibilitas nilia tukar rupiah semakin ditingkatkan melalui kebijakan nilai tukar crawling band sejak tahun 1992 hingga agustus 1997. peningkatan fleksibilitas nilai tukar tersebut telah mendorong perkembangan pasar valuta asing dalam negeri yang tercermin dari semakin berkurangnya ketergantungan bank kepada bank indonesia dalam melakukan transaksi devisa. perlukah sistem nilai tukar free float… (e. koestandar) 31 kegiatan transaksi valuta asing yang sebelumnya dilakukan bank indonesia hampir seluruhnya telah bergeser ke international money market. 3. sistem nilai tukar mengambang bebas (sejak 14 agustus 1997) sejak pertengahan juli 1997, nilai tukar rupiah mangalami tekanan yang menyebabkan semakin melemahnya nilai tukar rupiah terhadap dollar. tekanan tersebut berawal dari currency turnmoil yang melanda thailand dengan segera menyebar ke indonesia dan negara asia lainnya. langkah awal yang dilakukan bank indonesia untuk mengatisipasi tekanan terhdap rupiah antara lain dengan melakukan intervensi, baik secara spot maupun forward untuk sementara memang dapat menstabilkan nilai tukar rupiah. namun, tekanan depresif tersebut semakin meningkat sejak awal agustus 1997, rupiah telah menembus rp2650 per 1 usd. dalam rangka mengamankan cadangan devisa yang terus berkurang maka pada tanggal 14 agustus 1997, pemerintah memutuskan untuk menghapus rentang intervensi (free float exchange rate atau flexsible exchange rate). penghapusan rentang intervensi dimaksudkan mengurangi dampak negatif dari kegiatan spekulatif terhadap rupiah. walaupun telah menganut free float exchange rate. namun, kegiatan intervensi valuta asing masih tetap dilakukan bank indonesia. hal itu dimaksudkan menghilangkan distorsi di pasar valuta asing, mengingat pasar belum sempurna dan kurang rasional. dalam perkembangannya, pergerakan nilai tukar rupiah sejak sistem nilai tukar free float mengalami fluktuasi yang cukup tinggi. fluktuasi tersebut tidak hanya dipengaruhi faktor fundamental yang cukup tinggi. fluktuasi tersebut tidak hanya dipengaruhi faktor fundamental ekonomi. akan tetapi, juga faktor nonekonomi. faktor utama yang mendorong terus bergejolaknya nilai tukar rupiah adalah lemahnya fundamental ekonomi, di samping efek menular (contagion effect) dari krisis moneter thailand sebagai pemicu awal depresiasi rupiah. efektivitas pelaksanaan serta dampak kebijakan nilai tukar free float seperti dikemukakan dalam teori nilai tukar, kebijakan sistem nilai tukar free float memerlukan persyaratan kondisi ekonomi tertentu maupun koordinasi kebijakan ekonomi yang perlu diciptakan agar pelaksanaannya mencapai sasaran. agar sasaran kebijakan nilai tukar free float tercapai diperlukan persyaratan-persyaratan sebagai prakondisi yang perlu diperhatikan otoritas moneter, yaitu inflation discipline, insulation of the economy from domestics and foreign disturbances serta policy effectiveness. bila persyaratan tersebut terpenuhi, maka pelaksanaan kebijakan nilai tukar free float akan membawa nilai tukar rupiah menuju kepada keseimbangan pasar. dengan demikian, apabila masih terdapat indikasi fluktuasi nilai tukar rupiah tetap berlangsung, kemungkinan sebagai akibat tidak terpenuhinya persyaratan tersebut. oleh karena itu, fluktuasi nilai tukar terhadap us dollar hingga saat ini masih berkelanjutan maka berikut ini dilakukan analisis untuk menelusuri indikasi persyaratan tidak seluruhnya terpenuhi sebagai berikut. 1. inflation discipline, yaitu equilibrium rate of inflation consistent with each regime. agar kebijakan nilai tukar free float efektif, diperlukan tingkat inflasi yang rendah. oleh karena itu, perlu diusahakan agar laju inflasi selama pelaksanaan kebijakan free float dapat dikendalikan. jadi, kebijakan moneter, fiskal maupun sektor luar negeri harus dikoordinasikan dan journal the winners, vol. 2 no. 1, maret 2001: 25-37 32 diarahkan untuk menekan laju inflasi.kebijakan tight money policy dan austerity budget yang dilaksanakan awal krisis pertengahan 1997 ternyata gagal menekan laju inflasi. antara lain, karena terabaikannya perbaikan sektior riil. setelah kebijakan free float laju infolasi meningkat makin tinggi pada tahun 1997 dan 1998 masing-masing 11,1 % dan 77,6 %. walaupun, laju inflasi tahun 1999 dan 2000 telah turun masing-masing sebesar 2,2 % dan 5,0 %. namun, relatif masing-masing lebih tinggi dibandingkan dengan inflasi di amerika serikat sehingga purchasing power parity rupiah terhadap us dollar masih lemah. jadi, syarat pengendalian inflasi belum sepenuhnya dapat mendukung stabilitas nilai tukar rupiah. 2. insulation, yaitu how each regime insulate the economy from distrubance of domestic and foreign origin. perubahan kebijakan nilai tukar free float seharusnya didukung kebijakan lalu lintas devisa yang dapat melindungi perekonomian nasional dari pengaruh ekonomi global. mengingat saat ini indonesia sebagai open dan small economies yang menganut sistem devisa bebas dan sistem nilai tukar free float sangat rentan pengaruh faktor ekonomi maupun nonekonomi, baik yang berasal dari dalam negeri maupun luar negeri. kebijakan regime devisa bebas telah menempatkan indonesia menjadi negara yang liberal dalam lalu lintas devisa. antara lain, kebebasan dalam transfer devisa maupun tidak adanya kewajiban bagi eksportir untuk menjual devisa kepada bank indonesia. kebijakan pembatasan internasionalisasi perdagangan mata uang rupiah yang ditempuh bank indonesia bulan januari 2001 lalu tepat diberlakukan walaupun terlambat dilaksanakan. kebijakan pembatasan regional devisa bebas lainnya perlu terus dilanjutkan. 3. policy effectiveness, yaitu the capacity of each regime to exploit the policy instrument available to achieve the key macro economic target of policy. seperti, dikemukakan di awal kebijakan ekonomi yang kurang efektif atau kontradiksi terhadap kebijakan nilai tukar free float, cenderung memperlemah nilai tukar rupiah. berikut beberapa kebijakan ekonomi yang mengakibatkan depresiasi rupiah. 4. kebijakan perubahan suku bunga sertifikat bank indonesia (sbi) sejak awal tahun 1998 tidak efektif terhadap stabilitas nilai tukar rupiah. penelitian yang dilakukan oleh sjamsul arifin (1998) tentang kebijakan suku bunga sbi menunjukkan hal berikut. a. kebijakan peningkatan suku bunga tidak efektif untuk memperkuat nilai tukar rupiah apabila tidak didukung stabilitas faktor nonekonomi. b. peningkatan suku bunga efektif untuk mengendalikan core inflatuion. akan tetapi, tidak efektif untuk menekan noise inflation. c. kebijakan intervensi pasar valuta asing oleh bank indonesia pada saat diberlakukan kebijakan nilai tukar managed float cukup efektif. akan tetapi, pada saat diterapkan kebijakan free float mempunyai dampak negatif terhadap sentimen pasar. d. kombinasi kebijakan fiskal dan moneter ketat di awal krisis pertengahan 1997 memperburuk ekspektasi pasar terhadap prospek ekonomi indonesia. meskipun, kebijakan ekonomi tersebut telah dikoreksi. namun, telah menempatkan nilai tukar rupiah mencapai titik terendah pada bulan januari 1998, yaitu rp 16.000/us$ dan pada bulan desember 20020 masih sekitar rp 9.500/us$. kebijakan ekonomi yang kurang terkoordinasi, antara lain disebabkan perubahan kabinet dan belum membaiknya stabilitas sosial politik menyebabkan target makro ekonomi tidak mencapai sasaran. dengan demikian, diambil kesimpulan persyaratan yang perlu diwujudkan untuk mendukung stabilitas nilai tukar rupiah dengan menerapkan kebijakan nilai tukar free float tidak tercapai. perlukah sistem nilai tukar free float… (e. koestandar) 33 dampak penerapan kebijakan free float penerapan kebijakan sistem nilai tukar free float mempunyai dampak positif dan negatif terhadap perekonomian. dampak positif yang diharapkan oleh penerapan kebijakan free float apabila dilaksanakan secara efektif adalah better adjustment, better confidence, better liquidity, gain for free trade, dan increase independence policy. dampak negatif yang dapat timbul apabila kebijakan free float tidak dapat dilaksanakan secara efektif adalah inhibit trade and investment, destabilizing speculation, free float are inflationary, not work for open and small economies, dan cause structural unemployment. berikut ini analisis efektivitas dari penerapan kebijakan nilai tukar free float ditinjau dari parameter yang menunjukkan keberhasilan. 1. better adjustment free float exchange rates is that they provide a less paintful adjusment mechanism to trade than do fixed exchange rates. free float seharusnya dapat memperbaiki posisi neraca pembayaran indonesia. karena harga komoditi ekspor indonesia lebih kompetitif sejalan dengan perkembangan nilai tukar rupiah. pada tahun 1997 current account indonesia mengalami surplus. bahkan pada semester i/2000 mencapai us$ 3,9 milyar. surplus current tersebut bukan sematamata disebabkan turunnya impor. dengan demikian, setelah kebijakan free float hingga tahun 2000 belum terjadi perubahan secara struktural pada neraca pembayaran indonesia. dalam jangka pendek perlu dipertahankan posisi surplus current ini secara permanen. 2. better confidence kebijakan free float seharusnya dapat lebih cepat mengatasi terjadinya defisit current account karena kebijakan tersebut berhasil diharapkan posisi cadangan devisa akan membaik. hal itu sulit dicapai indonesia karena selama ini mengalami defisit current account yang kronis. posisi current account indonesia dalam periode 1998-2000 mulai mengalami surplus. akan tetapi, cadangan devisa tidak meningkat secara berarti. posisi cadangan devisa bersih sampai semester i/2000 us $ 16 miliar. berarti, jumlah cadangan devisa tersebut relatif kecil untuk mendukung kebijakan intervensi valuta asing bank indonesia. 3. better liquidity dengan kebijakan free float seharusnya bank indonesia tidak perlu mempunyai cadangan devisa yang besar untuk mendukung nilai tukar rupiah karena pergerakan nilai tukar diserahkan kepada mekanisme pasar. setelah kebijakan free float, bank indonesia tidak konsisten dalam melaksanakan kebijakan nilai tukar karena masih melakukan intervensi di pasar valuta asing dalam negeri. selama pelaksanaan kebijakan free float, bank indonesia banyak kehilangan cadangan devisa karena dipergunakan, antara lain untuk intervensi pasar. nilai tukar rupiah terhadap dolar pada akhir februari 2001 hampir menembus batas psikologis nilai tukar 1 us$=rp10.000,00. 4. gains from free trade free float dapat mendorong perdagangan luar negeri karena nilai tukar mengikuti pasar sehingga tidak diperlukan peraturan tarif bea masuk atau restriksi perdagangan lainnya. bagi indonesia, pelaksanaan kebijakan free float ini belum memperbaiki posisi neraca perdagangan secara significan. neraca perdagangan dalam periode 1998-2000 memang surplus. akan tetapi, disebabkan turunnya impor sejalan dengan belum pulihnya sektor industri secara penuh. journal the winners, vol. 2 no. 1, maret 2001: 25-37 34 5. increase independence of policy dengan kebijakan nilai tukar free float otoritas moneter seharusnya akan lebih independen dalam melaksanakan kebijakan moneternya. namun demikian, sebaliknya otoritas moneter setelah melaksanakan kebijakan free float tidak dapat melakukan kebijakan secara independen karena terikat letter of intent sesuai memorandum of understanding dengan imf tanggal 15 januari 1998. dengan demikian, tidak ada lagi kebijakan ekonomi yang dapat dilaksanakan secara mandiri karena seluruh kebijakan ekonomi harus sepengetahuan atau rekomendasi imf, baik bidan moneter, fiskal, perbankan, perdagangan luar negeri, investasi, dan previtasasi bumn. sementara itu, penilaian terhadap efek yang menunjukkan terjadinya dampak negatif atas penerapan kebijakan free float adalah sebagai berikut. i. flexible rate cause uncertainty and inhibit international trade and invesment kebijakan nilai tukar free float menyebabkan nilai tukar berfluktuasi dan tidak stabil, akibatnya dapat mempengaruhi transaksi perdagangan luar negeri maupun minat investor untuk melakukan investasi di indonesia. seperti dikemukakan kebijakan nilai tukar free float tidak memperbaiki posisi neraca perdagangan indonesia secara struktural. kebijakan nilai tukar free float juga mempunyai dampak yang negatif terhadap arus yang negatif terhadap arus investasi ke indonesia. arus balik investasi keluar indonesia disebabkan ketidakpastian iklim usaha di indonesia. bahkan, beberapa investor, yaitu korea selatan, taiwan dan hongkong sudah memutuskan relokasi usahnya ke negara lain. menurut data, bank indonesia sejak juli 1997 maret 1999 capital outflow mencapai us$ 80 miliar. diduga transfer capital outflow sekitar us $ 23 miliar, diantaranya tidak memonitor bank indonesia. ii. flexible rates cause destabilizing speculation pelaksanaan kebijakan nilai tukar free float menyebabkan tumbuhnya spekulasi di pasar uang valuta asing dalam negeri. indonesia telah kehilangan cadangan devisa selama periode krisis dari us$ 2.25 miliar per triwulan. saat ini, transaksi spekulatif di pasar valuta asing menurun, menyusul kebijakan bank indonesia untuk membatasi internasionalisasi rupiah. namun demikian, bank indonesia sewaktu-waktu melakukan intervensi dengan volume us$ 5 juta –us$ 30 juta per hari pada saat pasar mengalami tekanan dipasar valuta asing. nilai tukar rupiah terhadap dolar sampai akbhir februari 2001 terus mengalami depresiasi dengan nilai tukar sekitar rp9800,00 per us dolar. bank indonesia berpendapat nilai tukar rupiah terhadap dolar undervalue karena perkiraan reer (real effective exchange rate) saat ini sekitar 1 us$ = rp8.000,00. iii. flexible rates are inflationary flexible rates inflationary, have an inherent inflationary bias because depreciation increase prices of tradeable goods but appreciation do not parallel in prices. kebijakan nilai tukar free float dapat menyebabkan laju inflasi yang tinggi. depresiasi dalam sistem nilai tukar free float dapat menigkatkan harga tradeable goods. pengaruh depresiasi rupiah terhadap inflasi harga tradeable goods terus naik, tercatat tradeable goods triwulan ii/2000 naik 1,88%, lebih tinggi dibandingkan inflasi triwulan i/2000 yang mengalami deflasi 0,39%. perlukah sistem nilai tukar free float… (e. koestandar) 35 iv. flexible rates will not work for open and small economies flexible rate tidak akan berjalan dengan efektif pada negara open and small economies seperti indonesia. oleh karena, harga tradeable goods akan naik sejalan dengan naiknya harga barang impor. pada akhirnya, harga barang tradeable goods tetap tidak competitif di pasar internasional. data menunjukkan index tradeable goods pada semester i/2000 naik 1,88%. v. flexible rates can cause structural unemployment pelaksanaan flexible rates menyebabkan hancurnya sektor riil dan sektor institusi keuangan sehingga sejumlah pengangguran meningkat. jumlah kerja indonesia tahun 1998 mencapai 92,7 juta (45,9%) dari perkiraan jumlah penduduk indonesia 202 juta orang. selama tahun 1998 jumlah pengangguran penuh (open unemployment) mencapai 5.0 juta, naik 20,6 % dari tahun 1997 sedangkan jumlah setengah pengangguran (under employment) naik dari 28,4 juta (1997) menjadi 32,1 juta. penutup simpulan dan rekomendasi berdasarkan uraian dapat dikemukakan masalah pokok kebijakan nilai tukar free float pada 14 agustus 1997 sebagai berikut. kepuasan otoritas moneter untuk mengganti sistem nilai tukar rupiah dari managed float menjadi free float exchange rate pada 14 agustus 1997 dapat dinilai dengan alternatif terbaik pada saat itu. kebijakan sistem nilai tukar free float sejalan dengan sistem nilia tukar yang dianut negara anggota imf saat itu. sesuai karakteristik free float exchange rate, nilai tukar rupiah akan ditentukan mekanisme pasar (national are determined by interaction of market supply and demand). harapannya nilai tukar rupiah akan bergerak mengikuti supply dan demand di pasar uang. faktor yang mempengaruhi supplay dan demand rupiah ditentukan fundamental ekonomi, antara lain current account balance, inflation rate, dan interest rate disamping faktor stabilitas sosial politik yang diduga sangat dominan pengaruhnya stabilitas nilai rupiah. bank indonesia sebagai otoritas moneter tidak konsisten menerakan prinsip nilai tukar free float karena terus melakukan intervensi pasar. kebijakan itu mengindikasi bank indonesia masih ragu-ragu menerapkan sistem nilai tukar free float secara murni. oleh karena itu, lebih tepat saat ini bank indonesia menerapkan sistem nilai tukar dirty float bukan free float sehingga memungkinkan bank indonesia memperoleh keleluasaan melakukan intervensi pasar sesuai nilai tukar rupiah yang diinginkan (official intervention to keep national within the desire range). mengingat bank indonesia saat ini, sebenarnya telah melakukan dirty float maka dalam upaya menciptakan stablititas nilai tukar rupiah dapat ditinjau kembali kebijakan sistem nilai tukar crawling peg. dengan crawling peg, bank indonesia akan menetapkan secara periodik indikasi nilai tukar rupiah sehingga nilai tukar rupiah tidak sepenuhnya diserahkan kepada mekanisme pasar. konsekuensinya, bank indonesia perlu mempersiapkan cadangan devisa untuk mendukung kebijakan intevensi pasar apabila nilai tukar rupiah bergerak melebihi target yang diinginkan. journal the winners, vol. 2 no. 1, maret 2001: 25-37 36 dalam mendukung kebijakan crawling peg perlu ditinjau kembali kebijakan pp no.1 tantang lalu lintas devisa bebas yang diterapkan sejak tahun 1982. penerapan pp no.1 tahun 1982 tidak menguntungkan dilihat dari segi usaha akumulasi cadangan devisa negara . bahkan, bank indonesia saat ini kehilangan kesempatan menambah cadangan devisa negara dari transaksi ekspor. oleh karena itu, perlu dipertimbangkan alternatif kebijakan kontrol devisa secara bertahap dan selektif antara lain, melalui surrender of hard currency export receipts to central bank. otoritas moneter tidak berhasil menciptakan pra kondisi yang kondusif untuk mendukung kebijakan nilai tukar free float antara lain disebabkan faktor sebagai berikut. 1. otoritas moneter terlambat melakukan kebijakan kontrol devisa, walaupun saat ini telah diberlakukan pembatasan internasionalisasi perdagangan rupiah. 2. pemerintah gagal menciptakan stabilitas sosial politik dalam negeri sehingga dimanfaatkan para spekulator sebagai isu negatif terhadap rupiah. simpulan kebijakan nilai tukar free float dalam jangka pendek tidak efektif untuk menstabilkan nilai tukar rupiah sehinnga tidak memberikan dampak yang positif terhadap perekonomian indonesia. oleh karena itu, perlu ditinjau ulang pelaksanaan sistem nilai free float ini secar periodik sejalan dengan perkembangan situasi ekonomi moneter yang terus bergejolak secara dinamis. alternatif terbaik bagi otoritas moneter saat ini adalah menerapkan sistem nilai tukar crawling peg. namun demikian, penerapan sistem nilai tukar apapun akan gagal apabila tidak mematuhi prinsip inflation dicipline, insulation, dan policy effectiveness. daftar pustaka alisjahbana, iskandar. 1998. “evolusi pembaharuan budidaya masyarakat global (the global capitalist system).” jurnal studi pembangunan. vol.1 no.3 juni. argy, victor. 1990. choice of exchange rate regime for in smaller economy a survey of some key issues imf washington dc. :p.8. arifin, sjamsul. 1998. “efektivitas kebijakan suku bunga dalam rangka stabilitas rupiah di masa krisis.” buletin ekonomi moneter dan perbankan bank indonesia. desember. goeltom, s. miranda dan daddy zulverdi. 1998. “manajemen nilai tukar di indonesia dan permasalahannya.” buletin ekonomi moneter dan perbankan. bank indonesia. desember. levi, maurice d. 1996. international finance. third edition mcgraw hill. panggabean, m., r. mahi, a. panggabean. 1998. “ekonomi kita vs krugman: kasus negara berkembang.” harian bisnis indonesia. september. toemian, theo f. 1999. “rupiah di tengah sejumlah faktor global.” paper seminar bmpd bandung. januari. perlukah sistem nilai tukar free float… (e. koestandar) 37 pergerakan nilai tukar rupiah dan faktor yang mempengaruhinya. laporan tahunan bank indonesia 1997/1998.p.85-88. laporan tahunan bank indonesia 1999. bank indonesia. perkembangan moneter. sistem pembayaran dan perbankan triwulan ii. 2000. bank indonesia. microsoft word 05_suryanto_manajemen lintas budaya.doc manajemen lintas budaya (suryanto) 137 manajemen lintas budaya suryanto1 abstract this article explains about globalization versus national resposiveness matrix, meeting the challenge, cross cultural differences and similiarities, parochialism and simplification, also cultural differences in selected countries and regions. the purpose of the research is to find factor, method, strategy in order to bridging management across cultural, so that a manager can have a better view in making a decision based on cultural differences and need of the company. from this article can be concluded that there are four factor that must be consider in multi national company (mnc). those factors are (1) it’s important to be divided in worldwide standard; (2) it’s important to differennate product at the local market; (3) it’s important to have insider; (4) there is one more contribution to local condition. in order to succeed in mnc, a company must survive from across cultural threat, there are parodialism and simplification. keywords: management, cultural abstrak artikel memaparkan globalization versus national resposiveness matrix, meeting the challenge, cross cultural differences and similiarities, parochialism and simplification, also cultural differences in selected countries and regions. tujuan penelitian untuk menemukan faktor, metode, strategi untuk menjembatani manajemen lintas budaya sehingga manajer memperoleh pandangan dalam membuat keputusan berdasarkan lintas budaya dan kebutuhan perusahaan. dari artikel ini dapat disimpulkan bahwa terdapat empat faktor yang harus dipertimbangkan dalam multi national company (mnc). keempat faktor tersebut adalah (1) perlu dibagi dalam standar worldwide; (2) pentingnya diferensiasikan produk untuk pasar lokal; (3) perlunya menjadi orang dalam daripada tergantung kebijakan ekspor; dan (4) perlunya memberikan sumbangan yang lebih berarti untuk merespons kondisi lokal. kata kunci: manajemen, budaya 1 staf pengajar, fakultas ekonomi, ubinus, jakarta journal the winners, vol. 2 no. 2, september 2001:137-150 138 pendahuluan pengetahuan tentang persamaan dan perbedaan kebudayaan semakin penting bagi keberhasilan strategi suatu perusahaan multinasional multi national company (mnc), jika perusahaan menjadi transnational. sebagai contoh, asea brown boveri (abb), suatu perusahaan raksasa internasional yang terbentuk dari hasil merger perusahaan swedia, jerman, dan swiss. meskipun kantor pusatnya terletak di kota zurich, swiss, mnc itu mempunyai kegiatan di seluruh dunia. selama dua dekade ini, perusahaan itu telah mengambil alih lebih dari 60 perusahaan, termasuk perusahaan di amerika seperti combution engineering yang terkenal dalam pembuatan power generation dan proses automation equipment. selain memproduksi kereta api di swedia, abb juga mempunyai product line yang luas termasuk robot, peralatan listrik, peralatan reaksi termonuklir, dan peralatan rumah sakit. karena bisnis global, mnc harus menyeimbangkan antara kepentingan globalisasi dengan kepentingan lokal atau kawasan (regional). baru-baru ini, abb memenangkan kontrak pembuatan kereta api untuk india. dua negara yang bersedia memberikan kredit untuk pembuatan kereta api ini adalah jerman dan italia karena abb mempunyai perusahaan komponen kereta api di kedua negara tersebut. contoh itu mengilustrasikan salah satu masalah besar yang dihadapi mnc dalam managing across border, yaitu kecenderungan alamiah untuk mengerjakan sesuatu di negara lain dengan cara yang sama di negeri asalnya. biasanya pada strategi manajemen internasional dikenal sebagai globalization versus national responsiveness conflict. pembahasan globalization versus national responsiveness matrix isu ini dapat dianalisis secara konseptual dengan matrix dua dimensi sebagai berikut. sumbu vertikal dalam gambar tersebut mengukur kebutuhan integrasi ekonomi, biasa disebut globalisasi. pergerakan ke atas sumbu vertikal menunjukkan makin besarnya derajat integrasi ekonomi. globalisasi menghasilkan skala ekonomi yang besar dan membutuhkan modal yang akan menurunkan biaya per unit jika perusahaan telah berhasil menjual produk atau jasanya pada pasar dunia. globalisasi dicapai dengan mensentralisasi aktivitas tertentu dalam meningkatkan nilai tambahnya. selain itu, dengan meningkatkan koordinasi dan kontrol atas aktivitas menyebar sesuai dengan geografik. sumbu horisontal mengukur kebutuhan mnc untuk merespon pada national responsiveness atau diferensiasi. sumbu ini menunjukkan seberapa besar mnc harus mengarah pada selera lokal dan peraturan pemerintah. hasilnya, mungkin menyebabkan penyebaran aktivitas secara geografik atau desentralisasi koordinasi dan kontrol untuk setiap mnc. gambar di bawah ini menggambarkan empat situasi dasar yang berhubungan tingkat globalization versus national responsiveness. manajemen lintas budaya (suryanto) 139 low high 1 globalization strategy 3 mixed strategy (transnational strategy) 2 mixed strategy (international strategy) 4 national responsiveness (multi-domestic strategy) gambar 1 national responsiveness (diferensiasi) kuadran 1 kebutuhan integrasi tinggi dan kebutuhan akan diferensiasi rendah, dalam skala ekonomi, maka menggunakan globalization strategy dengan kompetisi harga. pada kuadran ini merger dan akuisisi sering kali terjadi untuk menghasilkan produk dengan biaya yang relatif lebih murah dan kualitas yang sama. kuadran 2 kebutuhan integrasi dan diferensiasi rendah. keduanya berpotensi memperoleh skala ekonomi dan mendapatkan sedikit manfaat diferensiasi. strategi tipikal ditunjukkan dengan meningkatkan standarisasi internasional atas produk dan jasa. pendekatan ini biasanya dikenal dengan internasional strategy yang membutuhkan sedikit kontrol kualitas yang terpusat, serta pengambilan keputusan terpusat, dan secara simultan menyesuaikan dengan aktivitas negara masing-masing. kuadran 3 kebutuhan integrasi dan diferensiasi tinggi. kebutuhan integrasi yang kuat dalam produksi, seiring dengan persyaratan yang lebih tinggi pada diferensiasi regional dalam bidang pemasaran. mnc harus secara simultan menggapai tujuan ini yang dikenal dengan transnational strategy. high low g lo ba liz at io n (i nt eg ra tio n) journal the winners, vol. 2 no. 2, september 2001:137-150 140 kuadran 4 kebutuhan integrasi tinggi tetapi kebutuhan integrasi rendah. selain istilah ‘national responsiveness’, kuadran ini juga dikenal dengan multi domestic strategy. dalam kasus ini, niche company menyesuaikan produknya untuk memuaskan permintaan diferensiasi yang tinggi dan menyampingkan skala ekonomi karena integrasi tidak terlalu penting. menjawab tantangan banyak mnc menjalankan globalization imperative, yaitu satu pendekatan umum (worldwide approach) dalam menjalankan bisnis adalah kunci efisiensi dan efektivitas. dalam suatu penelitian yang melibatkan penilaian yang ekstensif atas 115 mnc yang besar, menengah, dan 103 perusahaan afiliasi di amerika, kanada, perancis, jerman, jepang, dan inggris, menemukan bahwa mereka menggunakan strategi yang sama di luar negeri seperti yang digunakan di negara asalnya. meskipun kecenderungan menggunakan strategi dari negara asal, mnc yang efektif harus secara terus-menerus berusaha memenuhi kebutuhan lokal. sejumlah faktor yang membantu dalam memfasilitasi kebutuhan ini adalah mengembangkan strategi yang unik untuk setiap kebudayaan yang berbeda termasuk hal berikut. 1. berbagai macam standar industri dunia seperti dalam penyiaran, pesawat tv harus diproduksi pada country by country basis. 2. permintaan akan produk yang berbeda (differenciated) secara terus menerus oleh konsumen setempat, seperti kasus barang-barang konsumsi yang harus memenuhi selera setempat. 3. kebutuhan untuk menjadi “orang dalam”, seperti dalam kasus konsumen yang lebih suka membeli “barang setempat”. 4. kesulitan untuk mengatur organisasi global, seperti dalam kasus beberapa cabang setempat yang menginginkan lebih banyak desentralisasi namun yang lainnya menginginkan lebih banyak desentralisasi. 5. kebutuhan mengijinkan cabang untuk menggunakan kemampuan mereka dan tidak dibatasi oleh kantor pusat, seperti dalam kasus cabang setempat yang mengetahui produk yang unggul untuk pasar mereka dan menghasilkan return on investment (roi) yang tinggi dengan output produksi yang terbatas. i. cross cultural differences and similarities tantangan untuk mnc adalah mengenali dan secara efektif mengatur persamaan dan perbedaan ini. sebagai contoh, cara mnc mengatur bisnis dalam negara asal mereka seringkali harus berbeda dengan cara mereka mengatur bisnis mereka di luar negeri. setelah mengenali bahaya yang dihadapi oleh mnc jika menjalankan parochialism dan simplification karena perbedaan budaya, diberikan beberapa contoh cultural similarities dan differences dan bagaimana me-manage across culture yang efektif dengan pendekatan kontijensi. hal itu dapat menyatukan berbagai latar belakang perbedaan kebudayaan agar memaksimalkan hasil kerja perusahaan. manajemen lintas budaya (suryanto) 141 ii. parochialism and simplification parochialism adalah kecenderungan untuk melihat dunia dengan pandangan dan perspektif. hal itu akan menjadi masalah yang sulit bagi banyak manajer internasional yang sering berasal dari negara maju dan mempunyai keyakinan bahwa pengetahuan mereka lebih dari cukup untuk mengatasi masalah yang timbul dari negara yang lebih terbelakang ekonominya. banyak manajer mempunyai pandangan itu karena didukung dengan latar belakang pengetahuan dalam mempelajari ilmu management di negara maju. simplification adalah proses yang menunjukkan orientasi yang sama terhadap kelompok budaya yang berbeda. sebagai contoh cara manajer amerika berinteraksi dengan manajer inggris sama caranya dia berinteraksi dengan eksekutif asia. di sini, lebih diarahkan pada penyesuaian terhadap keadaan lingkungan guna menghindari pertentangan atau konflik dalam organisasi . para manajer dituntut untuk mengerti berbagai kebudayaan setempat. berikut ini disajikan enam kebudayaan dasar. tabel 1 lima kebudayaan dasar six basic cultural variations orientations range of variations what is the nature of people? good (changeable/ unchangeable) a mixture of good and evil* evil (changeable/ unchangeable) what is the person’s relationship to nature? dominant* in harmoni with nature subjugation what is the person’s relationship to other people? lineal (hierarchic) collateral (collectivist) individualist* what is the modality of human activity? doing* being and becoming being what is the conception of space? private* mixed public note: * indicates the dominant u.s. orientation mengerti budaya suatu negara dalam hal melakukan transaksi bisnis membuat manajer internasional lebih efektif. sayangnya ketika mereka ditempatkan pada budaya yang asing, mereka tidak mengerti kebudayaan setempat. akibatnya, mereka salah menginterpretasi apa yang terjadi, khususnya jika ditempatkan di lingkungan yang asing bagi mereka. sebagai contoh, perbedaan yang terjadi antara kebudayaan di jepang dengan yang terjadi di amerika. orang jepang mempunyai karakteristik budaya sebagai berikut. 1. hubungan antarpribadi relatif berlangsung lama dan mempunyai perasaan keterlibatan yang mendalam dengan sesama. 2. komunikasi biasanya implisit dan setiap pribadi diajarkan untuk menerjemahkan pesan secara tepat sejak kecil. journal the winners, vol. 2 no. 2, september 2001:137-150 142 3. orang yang mempunyai otoritas bertanggung jawab secara pribadi atas tindakan anak buahnya sehingga menyebabkan kesetiaan pada atasan dan bawahan. 4. persetujuan lebih banyak dibuat secara lisan daripada tulisan. 5. orang dalam dan orang luar (perusahaan) mudah sekali dibedakan dan biasanya orang luar tidak dapat mengakses pada grup inti. orang amerika mempunyai karakteristik budaya sebagai berikut. 1. hubungan antarpribadi relatif dalam waktu yang singkat mendasar dan tidak menghargai keterlibatan mendalam. 2. pesan disampaikan secara eksplisit dan setiap pribadi diajarkan untuk menyatakan apa yang diinginkan sejak kecil. 3. otoritas dibagi ke seluruh sistem birokrasi dan tanggung jawab pribadi sulit ditentukan. 4. persetujuan lebih banyak dilakukan secara tertulis daripada lisan. 5. orang dalam dan orang luar tidak dapat dibedakan dengan jelas, lambat laun orang luar didorong untuk masuk dalam grup inti. sepuluh faktor kunci kesuksesan mnc sebagai berikut. 1. melihat faktor perubahan mereka sebagai perusahaan multinasional dan dipimpin oleh tim manajemen yang berpengalaman dunia. 2. mengembangkan strategi yang terintegrasi dan inovatif yang membuat perusahaan sulit dan mahal buat perusahaan lain untuk bersaing. 3. secara agresif dan efektif menerapkan strategi dunia mereka dan didukung dengan investasi yang besar. 4. mengerti bahwa inovasi teknologi tidak hanya di amerika dan mengembangkan sistem yang menekankan inovasi teknologi luar negeri. 5. beroperasi seolah-olah dunia adalah suatu pasar yang besar, bukan pasar yang tersendiri. 6. mempunyai strutur organisasi yang didesain untuk mengatasi masalah yang unik dan menantang sehingga diperoleh efisiensi. 7. mengembangkan suatu sistem yang membuat mereka tetap mengetahui perubahan politik di seluruh dunia dan implikasi perubahan ini pada perusahaan mereka. 8. mempunyai tim manajemen dengan komposisi internasional sehingga dapat merespon perubahan permintaan pasar mereka dengan baik. 9. mengijinkan direktur luar memainkan peran aktif mereka dalam operasi perusahaan. 10. diatur dengan baik dan cenderung mengikuti panduan yang penting dalam mempertahankan hubungan yang dekat dengan konsumen, mempunyai struktur organisasi yang ramping, dan mendorong otonomi dan enterpreunarial bagi karyawannya. iii. similarities across cultures menurut penelitian yang dilakukan oleh luthan dan temannya, manajer di rusia juga menjalankan manajemen tradisional, komunikasi, sumber daya manusia, dan hubungan manusia seperti yang terjadi di amerika. penelitian itu mirip dengan karakteristik manajer amerika, yaitu perhatian yang relatif besar diberikan pada usaha mencari hubungan dan komunikasi untuk meningkatkan efisiensi kinerja. manajemen lintas budaya (suryanto) 143 di samping persamaan aktivitas manajerial, studi lain di pabrik rusia yang sama menguki apakah campur tangan modifikasi perilaku organisasi (o.b. mod) membawa pengembangan performance dalam organisasi usa dan rusia. para peneliti menemukan bahwa pendekatan o.b mod bekerja baik di usa dan memberikan hasil positif di pabrik rusia. pada studi lintas budaya lain seperti korea, luthans dan temannya menggunakan faktor di usa dan terdapat persamaan dari kedua kebudayaan yang berbeda sebagai berikut. 1. ukuran organisasi meningkat, komitmen menurun; 2. struktur menjadi lebih berfokus pada karyawan, komitmen meningkat; dan 3. persepsi iklim organisasi lebih positif, komitmen karyawan paling besar. iv. many differences across culture contoh yang diberikan oleh trompenaars adalah bidang sumber daya manusia, dalam studi kasus yang dilakukan perusahaan shell dengan menggunakan hairl system of appraisal. kelima kriteria dalam singkatan hairl sebagai berikut. 1. helikopter kemampuan untuk mendapatkan pandangan yang luas dari atas. 2. analisis kemampuan untuk mengevaluasi situasi secara logis dan menyeluruh. 3. imajinasi kemampuan kreatif dan berpikir “di luar kotak”. 4. realistis kemampuan untuk menggunakan informasi secara realistis. 5. kepemimpinan kemampuan untuk membangkitkan dan memberikan inspirasi kepada bawahan. ketika cabang operasional shell diminta untuk memberikan prioritas atas kelima kriteria tersebut, hasilnya sebagai berikut. tabel 2 prioritas lima kriteria sistem operasional shell belanda perancis jerman inggris realitas imajinasi kepemimpinan helikopter analisis analisis analisis imajinasi helikopter kepemimpinan realitas realitas kepemimpinan imajinasi helikopter realitas imajinasi helikopter analisis kepemimpinan dari studi tersebut, cukup jelas bahwa karyawan di masing-masing negara sangat berbeda prioritasnya dalam menerapkan kegiatan operasional management. perbedaan lain sumber daya manusia adalah masalah gaji, kompensasi, kesamaan pembayaran, dan cuti melahirkan. berikut ini contohnya. 1. konsep pembayaran gaji per jam tidak berperan besar di meksiko. hukum tenaga kerja mengharuskan perusahaan untuk membayar gaji karyawan 365 hari per tahun. journal the winners, vol. 2 no. 2, september 2001:137-150 144 2. di austria dan brasil, karyawan yang bekerja lebih dari setahun secara otomatis diberikan cuti 30 hari. 3. di kanada mempunyai aturan kesamaan menerima pembayaran gaji antara pria dan wanita. 4. di jepang, tingkat kompensasi ditentukan oleh faktor objektif, antara lain umur, lama pengabdian, latar belakang pendidikan, kemampuan pribadi, dan kinerja. kinerja tidak dihitung sampai karyawan mencapai usia 45 tahun. 5. di inggris, karyawan mengijinkan cuti melahirkan sampai 40 minggu, dan perusahaan harus membayar gaji 18 minggu dari jumlah tersebut. 6. dalam 87 % perusahaan swedia, kepala sdm adalah salah satu direktur perusahaan. hal tersebut sangatlah berbeda dengan kondisi di usa. perusahaan usa perlu menyesuaikan gaya bila ingin masuk ke negara tersebut dengan sukses. perencanaan kompensasi merupakan hal yang sangat penting dalam masing-masing budaya yang berbeda. berikut ini disajikan gaya kebudayaan yang digunakan pada negara kawasan asia dan eropa. tabel 3 gaya kebudayaan di negara asia dan eropa cultural clusters in the pacific rim, eu, and united states power distance individualism masculinity uncertainity avoidance pacific rim hongkong, malaysia, philipine, singapore japan south korea, taiwan eu & united states france, spain italy, belgium portugal greece denmark, netherlands germany great britain, ireland, united states + + + + + + + + + + + + + + + + + + + + + + + + + + tabel tersebut memperlihatkan kelompok host yang berbeda budayanya, termasuk negara asia, eu dan anglo. setiap kelompok memerlukan pendekatan yang berbeda untuk memformula strategi kompensasi yang efektif dan setelah menganalisa setiap kelompok, disarankan sebagai berikut. 1. di negara pasifik rim, strategi insentifnya adalah memberi gaji tertinggi pada manajer tingkat senior. manajemen lintas budaya (suryanto) 145 2. di eropa, strategi kompensasi harus sama. bagaimanapun juga, di italia dan belgia, gaji yang lebih tinggi harus dibayarkan pada manajer lokal tingkat senior. portugal dan yunani, profit sharing lebih efektif dibandingkan salary tinggi. denmark, belanda, dan jerman, rencana insentif perorangan akan lebih tinggi kegunaannya karena budaya individualisme yang tinggi. 3. inggris, irlandia, dan usa penilaian terhadap prestasi individu, penghargaan dan tantangan lebih meningkatkan motivasi. kompensasi harus sesuai dengan kebutuhan. sebagai tambahan, beberapa mnc’s menemukan rencana kompensasi yang sangat menarik bagi tenaga kerja lokal tidak ada nilainya bagi anggota tenaga kerja internasional mereka. contohnya ketika gillete company memutuskan untuk menawarkan saham pada 33.000 karyawannya di seluruh dunia, perusahaan menemukan bahwa rencananya tidak global dipandang dari ketertarikan karyawan. beberapa alasan termasuk pendapatan karyawan rendah dan merasa saham adalah investasi beresiko. sederhananya tenaga kerja dengan budaya lain sering tidak mempunyai pandangan yang sama mengenai rencana kompensasi seperti tenaga kerja amerika. hal tersebut menyebabkan banyak mnc’s mengembangkan strategi kompensasi berdasarkan kebetulan yang dicocokkan pada rapat kebutuhan pekerja lokal. tabel 4 a partially completed contigency matrix for international human resources management recruit ment and selection • prepare for long process • ensure that your firm is “here tto stay” • develop trusting relationship with reruit • obtain skilled labor from government subsidized apprenticeship program • use expatriates sparingly • recuit mexican nationals at u.s. colleges • recent public policy shifts encourage use of sophisticated selection procedures training • make substantial investment in training • use general training and crosstraining • training as every one’s responsibility • reorganize and utilize apprenticeship programs • be aware of government regulations on training • use bilingual trainers • careful observations of existing training programs • utilize team training compens ation • use recognition and praise as motivator • avoid pay for performance • note high labor costs manufacturing • consider all aspects of labor cost • use technical training as reward • recognize egalitarian values • use “more work mor pay” with caution labor relations • treat unions as partners • alloe time for negotiation • be prepared for high wages and short work week • expect high productivity from unionized workers • understand changing mexican labor law • prepare for increasing unionized of labor • tap large pool of labor cites • lax labor laws may become more straight journal the winners, vol. 2 no. 2, september 2001:137-150 146 tabel 4 a partially completed contigency matrix for international human resources management (lanjutan) job design • incluce participation • incorporate group goal setting • use autonomous awork teams • use uniform, formal approach • encourage coworker input • empower teams to make decision • utilize works councils to enchance worker participation • approch participation coutiously • determine employee’s motives before implementing participation japan germany mexico china tabel 4 memperlihatkan bagaimana spesifikasi area sdm dapat dianalisis secara kelompok pada basis negara per negara. contoh, jepang yang kontras dengan pendekatan usa ditemukan sejumlah perbedaan. rekrutmen dan seleksi di perusahaan jepang sering didesain untuk membantu identifikasi individu yang dapat melakukan pekerjaan terbaik dalam jangka waktu panjang. di usa, orang sering dipekerjakan berdasarkan apa yang dapat mereka lakukan untuk perusahaan dalam jangka waktu pendek, karena kebanyakan mereka akan berhenti atau di phk. jepang menggunakan banyak sekali lintas pelatihan, sementara di usa cenderung menyukai spesialisasi pelatihan. jepang menggunakan penilaian performance kelompok dan imbalan sebagai kelompok tetapi usa menggunakan penilaian performance manager subordinat dan imbalannya perorangan. jepang, serikat pekerja merupakan partner namun di usa manajemen dan serikat kerja saling memandang dengan cara permusuhan. hanya dalam job design, jepang dan usa sama banyaknya menggunakan partisipasi manajemen dan otonomi team work. perbedaan tersebut jangan diartikan bahwa sdm suatu negara superior dari yang lain. kenyataannya, penelitian dari jepang dan eropa memperlihatkan perusahan ini mengalami insiden yang tinggi dalam masalah hubungan perorangan daipada perusahaan amerika, contohnya dalam hal berikut. 1. personal home-country cukup memiliki keahlian internasional; 2. personal home-country mau bekerja diluar negeri; 3. kesulitan dalam menarik warga negara lokal yang berkaliber tinggi; dan 4. tingginya turn over tenaga kerja lokal. sebagai tambahan, dibandingkan dengan mnc’s jepang, mnc’s usa sedikit perselisihan dan komunikasi yang lebih baik antara expatriate home-country dengan pekerja lokal dan hanya sedikit komplain oleh pekerja lokal berhubungan dengan keahlian tambahan dalam perusahaan. tabel 4 mengidentifikasi dengan jelas pentingnya mnc’s menggunakan pendekatan kontigensi untuk sdm lintas budaya. tidak hanya terdapat praktek yang berbeda dalam budaya manajemen lintas budaya (suryanto) 147 yang sama. disamping pendekatan berbeda yang digunakan dalam negara yang berbeda pula menjadi jelas bahwa asumsi umum dan kebijaksanaan yang lazim tentang praktek sdm di negara tertentu tidak berlaku sama. dapat disimpulkan bahwa me-manage lintas budaya memerlukan pengertian pada lingkungan lokal karena asumsi umum yang stereotype tidak berlaku. perbedaan budaya baru diutamakan dan inilah sebabnya mengapa penelitian lintas budaya dilanjutkan lebih kritis dalam membantu perusahaan mempelajari bagaimana me-manage lintas budaya. perbedaan budaya di beberapa negara dan kawasan i. doing business in china budaya yang dapat mempengaruhi bisnis di china dapat disimpulkan sebagai berikut. 1. orang cina menekankan kepercayaan dan koneksi bersama. 2. pertemuan bisnis biasanya dimulai dengan minum teh dan percakapan umum tentang perjalanan tamu, penginapan, dan keluarga. biasanya tuan rumah telah diberikan informasi tentang latar belakang tamu. 3. jika pertemuan sudah ingin dimulai, tuan rumah akan memberikan tanda, demikian juga jika pertemuan sudah selesai. 4. jika orang cina telah menentukan siapa dan terbaik, mereka cenderung berpegang pada keputusannya. oleh karena itu, mereka lamban dalam merencanakan tindakan tetapi jika sudah dimulai mereka membuat suatu kemajuan yang cukup baik. 5. dalam negosiasi, asas timbal balik penting. jika orang cina memberikan kesepakatan, mereka juga mengharap balasannya. 6. karena negosiasi dapat membuat mereka kehilangan muka maka orang cina biasanya menggunakan perantara untuk mengemukakan idenya tanpa merasa malu. ii. doing business in rusia ada beberapa saran dalam berbisnis di rusia. 1. berusaha membangun hubungan pribadi dengan partner bisnis. kontrak bisnis dan hukum tidak seperti yang berlaku di negara barat, jika terjadi perselisihan tidak terdapat perlindungan yang cukup untuk pihak yang dirugikan karena memerlukan waktu dan usaha membawa ke pengadilan, sehingga yang dapat diandalkan adalah persahabatan. 2. gunakanlah konsultan lokal karena semua aturan bisnis telah berubah banyak dalam tahun belakang ini. sebaliknya, gunakan konsultan yang selalu berada di rusia sepanjang waktu dan mengerti iklim bisnis setempat. 3. perhatikan etika bisnis. etika bisnis di amerika tidak selalu sama dengan etika bisnis di rusia. sebagai contoh, di rusia sudah merupakan tradisi untuk memberikan hadiah kepada rekan bisnisnya, sedangkan di amerika hal ini merupakan penyogokan. 4. bersabarlah. jika ingin mengerjakan sesuatu di rusia, akan memakan waktu berbulan-bulan. orang yang biasanya mengerjakan sesuatu dengan tergesa-gesa biasanya mengalami kekecewaan. 5. tekankan pada eksklusivitas. orang rusia biasanya menyukai pertemuan eksklusif dan biasanya bernegosiasi dengan banyak perusahaan sebelum memutuskan salah satunya. journal the winners, vol. 2 no. 2, september 2001:137-150 148 6. ingat bahwa hubungan pribadi penting. orang rusia senang melakukan bisnis dengan bertatap muka, jadi jika mereka menerima fax atau surat mereka biasanya meletakkan pada mejanya tetapi tidak merespon, mereka menunggu usahawan menghubungi dan membuat pertemuan pribadi. 7. simpan informasi keuangan. jika orang barat melakukan bisnis dengan partnernya biasanya membagi informasi keuangan dengan mereka dan mengharapkan sebaliknya. orang rusia menunggu sampai merasa aman untuk membagi informasi keuangan mereka. 8. lakukan penelitian terhadap perusahaan. dalam melakukan persetujuan dengan partner rusia, akan sangat membantu jika kita mendapatkan informasi tentang perusahaannya, hirarki, dan bagaimana mereka menjalankan bisnisnya. informasi ini akan sangat membantu mereka untuk membangun hubungan yang baik. 9. tekankan keuntungan bersama. ide barat untuk menciptakan “win-win” dalam negosiasi juga berlaku di rusia. partner potensial ingin mengetahui keuntungan mereka jika mendirikan usaha bersama. 10. klarifikasi istilah-istilah. persetujuan bisnis di rusia merupakan sesuatu yang baru, sehingga perlu dicek ulang dan meyakinkan bahwa pihak lain benar-benar mengerti proposal, mengetahui apa yang mereka harapkan dan menyetujuinya. iii. doing business in india jika melakukan bisnis di india, ada beberapa kebiasaan yang sangat berguna, antara lain sebagai berikut. 1. dalam pertemuan harus datang tepat waktu. 2. sebaiknya tidak menanyakan pertanyaan pribadi kecuali kalau rekan bisnis merupakan rekan dekat atau teman. 3. gelar merupakan hal yang penting sehingga orang yang mempunyai gelar doktor atau profesor harus dicantumkan. 4. penunjukkan kasih sayang terhadap sesama dipertimbangkan tidak sopan sehingga tidak disarankan untuk menepuk punggung atau menyentuh orang lain. 5. menunjuk seseorang biasanya menggunakan dagu. 6. ketika makan atau menerima barang biasanya menggunakan tangan kanan karena tangan kiri dipertimbangkan sebagai tangan yang kotor. 7. menawar barang dan jasa merupakan hal yang biasa, lain dengan tradisi barat yang menganggap penawaran sebagai tindakan yang kasar. iv. doing business in france banyak perusahaan prancis mempunyai sentralisasi yang tinggi dan mempunyai struktur yang kaku sehingga pengambilan keputusan memerlukan waktu yang lebih lama. tambahan karakteristik kebudayaan akan membantu menjelaskan kesulitan-kesulitan yang akan ditemui orang luar prancis seperti berikut. 1. jika berjabat tangan dengan orang prancis, jabatlah tangan dengan cepat dan memegang dengan kuat. menjabat tangan dengan diayunkan seperti yang berlaku di amerika dipertimbangkan sebagai tidak berkebudayaan. 2. sangat penting untuk datang tepat waktu pada pertemuan sosial. 3. jika sedang makan, boleh membicarakan hal yang menyenangkan tetapi pertanyaan pribadi atau yang berhubungan dengan uang jarang dibicarakan. manajemen lintas budaya (suryanto) 149 4. kerapian dan selera sangat penting sehingga jika ingin bertemu dengan usahawan harus berusaha keras untuk “berbudaya” dan rapi. v. doing business in arab countries panduan untuk melakukan bisnis di negara arab antara lain sebagai berikut. 1. jangan pernah menunjukkan superioritas karena membuat pihak lain merasa inferior. bagaimanapun bagusnya hasil kerja seseorang, jangan pernah menyombongkan diri atau menunjukkan pentingnya diri sendiri. 2. orang tidak boleh menonjolkan diri sendiri atas usaha bersama. 3. banyak hal yang dilakukan dengan channel administrasi negara. orang yang mengerjakan sesuatu di luar channel tersebut dapat dikelompokkan sebagai tidak menghargai hukum dan institusi negara. 4. koneksi sangat penting dalam menjalankan bisnis. usahawan yang mempunyai koneksi yang bagus dapat bekerja lebih cepat jika dibandingkan dengan orang yang tidak mengetahui sistem masuk dan keluar. 5. kesabaran sangat dibutuhkan dalam transaksi bisnis. pertimbangan waktu sangat penting dibuat dalam semua negosiasi sehingga mencegah seseorang dalam berusaha untuk mendapatkan persetujuan yang cepat. 6. keputusan penting harus dihadiri oleh orangnya sendiri, tidak dengan surat-menyurat atau dengan telepon. jika terdapat banyak orang memberikan masukan dalam rapat pengambilan keputusan final, biasanya keputusan akhir dibuat oleh atasan. terdapat banyak perbedaan kebudayaan antarnegara sehingga bagi para menajer yang berskala internasional, perlu melengkapi dengan pengetahuan tentang berbagai kebudayaan di berbagai negara. hal itu dilakukan untuk mempermudah pengembangan industri atau usaha yang akan memberi hasil yang optimal dalam hal return yang akan diperoleh. dengan banyaknya pengetahuan mengenai berbagai kebudayaan antara negara akan memperkaya seorang manegement tarai internatinal dalam membuat keputusan yang sesuai dengan kondisi lingkungan dia berada untuk mempermudah komunikasi dan interaksi antara personil ditempat manager tersebut berada . kemampuan memahami berbagai latar belakang kebudayaan akan menciptakan satu situasi kerja yang kondusif di tempat kerja. dengan adanya suasana kerja yang konduksif akan memberikan hasil yang optimal bagi perusahaan. bagi manajer yang berhasil menerapkan kebijakan perusahaan di berbagai negara, akan memperoleh image positif dari berbagai perusahaan berskala dunia sehingga sangat dapat dipastikan menghasilkan pribadi eksekutif yang akan diburu oleh para pemilik modal untuk mengelola perusahaan mereka. penutup simpulan 1. salah satu hal utama dalam menghadapi mnc, mereka ingin melakukannya seperti di negara mereka sendiri. globalisasi harus diberikan perhatian yang lebih dari national responsiveness journal the winners, vol. 2 no. 2, september 2001:137-150 150 atau sovereignty walau pada tahun belakangan ini, di bawah strategi manajemen internasional, globalisasi telah terbentuk, fokus pada lokal dapat membawa keuntungan. beberapa faktor yang patut masuk hitungan untuk strategi baru (a) perlu dibagi dalam standar worldwide; (b) pentingnya diferensiasikan produk untuk pasar lokal; (c) perlunya menjadi orang dalam daripada tergantung kebijakan ekspor; dan (d) perlunya memberikan sumbangan yang lebih berarti untuk merespon kondisi lokal. 2. satu tantangan utama ketika berhadapan dengan masalah cross-cultural harus menyelesaikan parochialism dan simplification. parochialism adalah kecenderungan untuk melihat dunia dengan pandangan dan perspektif. simplification adalah proses yang menunjukkan orientasi sama terhadap kelompok budaya yang berbeda. permasalahan lain ketika mereka melaksanakan dengan cara sama untuk pasar luar negeri dan pasar domestik. penelitian menunjukkan pada beberapa kasus pendekatan ini efektif, walau efektifnya manajemen crossculture lebih banyak meminta pendekatan berbeda dengan di rumah. ini merupakan salah satu bukti utama diperlukannya manajemen sumber daya manusia. recruitment, selection, training dan kompensasi sering dibawakan dengan berbeda pada setiap negara dan yang berlangsung di united state mungkin memiliki nilai batasan berbeda dengan negara dan daerah geografis yang lain. 3. melakukan bisnis di bagian berbeda dari dunia memerlukan pengakuan dan pengertian perbedaan budaya. beberapa perbedaan melibatkan tugas kemasyarakatan terhadap waktu, status, kontrol dari pengambilan keputusan, penyelesaian personal dan kerja itu sendiri. tipe berbeda dari perbedaan budaya membantu menjelaskan kenapa efektifitas manajer di china dan rusia sering berbeda dengan prancis dan mengapa keberhasilan dengan gaya united state akan tidak ideal di negara arab. daftar pustaka cropo, richley. 2001. cultural antropologi. 5 th edition. logan.2001. utah state university. johnson, johny k. 2001. global marketing. 2nd edition. georgetown university: irwin mcgrow-hill. tozer, steven. 2001. school and society. 4 th edition. university of illinois chicago and paul violos, university of champaign and guy senese. nothern arizona university. microsoft word 04_wahyu hka_be vissta planning.doc journal the winners, vol. 3 no. 1, maret 2002: 32-55 32 penyusunan metodologi perencanaan strategis sistem informasi berbasis value bisnis (be vissta planning) untuk meningkatkan peran strategis sistem informasi pada suatu organisasi (bagian i) wahyu haris kusuma atmaja1 abstract objective of the research is to establish an information system (is) strategic planning method based on business value that produces a blue print for system, technology, and information management. method of the research was conducted by library research which was an analysis based on the compilation of available methods and is strategic planning tools. the analysis was conducted on comparation of activities, tools, and documents which are used in the information system strategic planning methods. it is concluded that: 1) a logical flow of is strategic planning can be obtained by comparing and arranging activities based on some strategic planning methods; 2) the comparation and arrangement of some is strategic planning methods reflect similarities and differences that should be compiled to establish a logical frame of bussines value based information system strategic planning; 3) this logical frame of bvp adopts uk government ccta – guidelines on strategic planning for information systems in order to establish a more reliable and valid is strategic planning method. keywords: information, business value abstrak penelitian ini menyusun suatu metodologi perencanaan strategis sistem informasi berbasis value bisnis yang menghasilkan cetak biru bagi sistem, teknologi, dan manajemen informasi. metodologi penelitian dilakukan dengan studi pustaka berdasarkan hasil kompilasi dari beberapa metode dan perangkat renstra si. metode dan perangkat tersebut dapat menganalisis kondisi internal dan eksternal termasuk si dan ti organisasi. berdasarkan kondisi tersebut, dibuatlah suatu rincian kebutuhan si dan ti berupa projek si/ti, aplikasi, infrastruktur, kebijakan, maupun perubahan manajemen dalam organisasi. disimpulkan bahwa (1) alur logis renstra si dapat diperoleh dari perbandingan dan pengurutan kegiatan antarberbagai metode renstra si; (2) hasil pengurutan dan perbandingan beberapa metode renstra si menghasilkan rincian padanan atau perbedaan yang akan dipadukan guna membentuk satu kerangka logis metode perencanaan strategis berbasis value; (3) kerangka logis metode bvp yang terbentuk disesuaikan dengan pedoman uk government ccta guidelines on strategic planning for information systems agar memperoleh metode renstra si yang lebih handal dan valid. kata kunci: informasi, value bisnis 1 staf pengajar fakultas ekonomi, ubinus, jakarta penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 33 pendahuluan latar belakang di era informasi ini, kegiatan bisnis suatu organisasi tidak terlepas dari peran sistem informasi (si). si merupakan sarana andalan guna memenangkan persaingan dalam industri, membantu organisasi dalam mewujudkan efisiensi proses back office, meningkatkan kualitas layanan kepada konsumen, membantu mengambil keputusan, meramalkan, merencanakan ke depan, memperluas pasar, dan memasarkan produk. keunggulan organisasi yang didukung oleh si harus disesuaikan dengan kematangan proses dan rencana bisnis organisasi untuk memenangkan persaingan. si berfungsi sebagai sarana untuk merealisasikan tujuan organisasi. organisasi perlu melakukan penggalian kebutuhan bisnis dan mengevaluasi sumber daya teknologi informasi (ti) sehingga diperoleh peluang yang dapat dimanfaatkan dan dikembangkan oleh para pelaku yang terlibat di dalamnya. berdasarkan kebutuhan si dan ti untuk memenangkan persaingan tersebut, diperlukan suatu metodologi perencanaan strategis (renstra) si yang menghasilkan cetak biru strategi sistem, teknologi, dan manajemen informasi bagi suatu organisasi. semua itu berguna untuk memberikan arahan, batasan, dan prioritas bagi implementasi si dan ti serta meningkatkan peran strategis si dan ti dalam mendukung strategi dan tujuan bisnis organisasi. pembahasan metode yang berlaku metode yang digunakan dalam melakukan renstra si sangat beragam, baik yang berasal dari kalangan akademisi dan praktisi. untuk melakukan analisis metode renstra si tersebut, dipilihlah beberapa metode renstra dengan kriteria sebagai berikut. 1. metode tersebut banyak diacu, diakui, dan digunakan oleh kalangan akademisi maupun praktisi. 2. mempunyai pembabakan atau penahapan yang jelas, sistematis, dan dapat diperbandingkan. 3. memiliki parameter kegiatan yang jelas berupa masukan, proses, luaran, beserta perangkatnya pada setiap tahapan. 4. peduli pada value bisnis yang dihasilkan dan mendasarkan kegiatannya pada kondisi, proses, dan strategi bisnis suatu organisasi. berdasarkan kriteria tersebut, dipilihlah metode renstra john ward, wetherbe, james martin, dan tozer. perencanaan strategis sistem informasi versi john ward pendekatan metodologi john ward berangkat dari kondisi investasi si dan ti di masa lalu yang kurang memberi manfaat bagi tujuan bisnis organisasi, menangkap peluang bisnis, dan journal the winners, vol. 3 no. 1, maret 2002: 32-55 34 semakin meningkatnya keunggulan kompetitif organisasi karena mampu memanfaatkan potensi si dan ti. keadaan tersebut dapat terjadi karena rencana strategis si dan ti yang kurang fokus pada bisnis dilakukan oleh bagian yang kurang mengerti peluang bisnis. dengan kata lain, strategi dibuat karena kebutuhan teknologi semata. oleh karena itu, john ward membuat kerangka kerja renstra si berdasarkan kebutuhan bisnis (ward, 1996). metodologi renstra si tersebut dibagi menjadi tahapan masukan dan keluaran. i. tahapan masukan tahapan masukan berisi identifikasi dan analisis kondisi bisnis internal dan eksternal serta kondisi si/ti internal dan eksternal organisasi. identifikasi dan analisis tersebut akan menjadi bahan pertimbangan dalam menentukan renstra si. ii. tahapan luaran tahapan keluaran menghasilkan suatu dokumen fisik renstra si. hasil dokumen tersebut berdasarkan masukan dari proses sebelumnya. dokumen yang dihasilkan berupa berikut ini. 1. strategi manajemen si/ti; 2. strategi bisnis si/ti; 3. evaluasi strategi bisnis dan manajemen si/ti. diagram renstra si versi john ward dapat dilihat pada gambar 1 berikut. gambar 1 diagram renstra si versi john ward (ward, 1996) penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 35 perencanaan strategis sistem informasi versi wetherbe menurut turban, pembuatan metode renstra si berdasarkan pada usaha perencanaan, studi literatur, dan analisis beberapa metode yang digunakan sebelumnya. selain itu, metode tersebut lebih ditekankan pada sisi teknologi (turban, 1999: 523). kegiatan renstra si versi wetherbe dibagi menjadi empat aktivitas sebagai berikut. 1. perencanaan strategis ti; 2. analisis kebutuhan informasi (ira); 3. alokasi sumber daya si dan ti; 4. perencanaan projek. berdasarkan diagram renstra si versi wetherbe. gambar 2 diagram renstra si versi wetherbe (turban, 1999) perencanaan strategis sistem informasi versi james martin james martin membuat beberapa teknik renstra dalam ibm bussiness strategic planning (bsp) dan metodologi renstra si yang berbasiskan information engineering (ibid). metode renstra si james martin terdiri dari dua tahap, yaitu analisis dan perancangan. 1. tahapan analisis dalam tahap analisis, kegiatan yang dilakukan sebagai berikut. a. tinjauan model perusahaan; b. analisis strategi bisnis; c. analisis sasaran dan masalah; d. analisis csf; e. analisis dampak teknologi; f. pandangan strategis sistem; g. analisis evaluasi sistem yang telah ada. 2. tahapan perancangan dalam tahap perancangan, kegiatan yang dilakukan berupa berikut ini. a. pembuatan arsitektur informasi; b. pembuatan matriks fungsional; c. pembuatan jaringan komunikasi infrastruktur dan aturan yang disesuaikan dengan hasil analisis guna kepentingan implementasi saat ini dan mendatang; journal the winners, vol. 3 no. 1, maret 2002: 32-55 36 d. pembuatan erd berdasarkan hubungan fungsional/entitas guna pengembangan basis data/aplikasi sesuai dengan objective organisasi. perencanaan strategis sistem informasi versi tozer metode ini berisi pendekatan secara praktis dan formal terhadap renstra si yang ditujukan pada skala manajemen menengah dan cocok diterapkan pada segala macam bisnis seperti perdagangan, industri, keuangan, maupun pelayanan umum. dalam penggunaannya, metode itu berlandaskan konsep strategi bisnis yang menentukan cara mengeksploitasi sumber daya si dan ti beserta pemanfaatannya. daur renstra si versi tozer terbagi sebagai berikut. 1. fase 0 pembuatan konteks dan batasan untuk memulai analisis tujuan fase ini memperoleh batasan, waktu, kontrol, penyelarasan terminologi, komitmen manajemen, dan harapan sistem. produk yang dihasilkan analisis konteks, batasan, term of reference (tor), identifikasi pendahuluan, tim kerja, program kerja, dan jadwal wawancara pendahuluan. 2. fase 1 penentuan informasi mengenai bisnis dan kebutuhan yang mendukungnya tujuannya membuat strategi seperti rencana ke depan dalam bentuk rencana bisnis, informasi, dan pendukung lainnya. fase ini terbagi menjadi kegiatan persiapan pengumpulan informasi dan menentukan informasi bisnis beserta pendukungnya. 3. fase 2 membuat arsitektur informasi dan pilihan solusi berikut ini tujuan yang hendak dicapai pada fase. a. menentukan visi strategis si yang mendukung bisnis dan arsitektur informasi serta infrastruktur yang tepat; b. memperoleh value dan relevansinya dengan status si/ti dan melayani kebutuhan bisnis; c. membuat pilihan implementasi awal berupa dampak informasi bisnis, prioritas dukungan, dan aplikasi pendukung; d. membangun kasus bisnis dalam implementasinya. 4. fase 3 penentuan solusi strategis tujuan fase ini memperoleh dan memilih solusi strategis. tujuan tersebut dilakukan dengan kegiatan berikut ini. a. identifikasi dan memulai kegiatan yang mendesak; b. penentuan solusi bagi aplikasi dan basis data; c. evaluasi status ti dan kesempatannya; d. pengembangan kasus bisnis. 5. fase 4 menyiapkan dan melakukan rencana implementasi fase ini menyelesaikan dan melaksanakan rencana si dan ti. fase itu dilakukan dalam empat tahap sebagai berikut. a. menyiapkan rencana proyek aplikasi dan basis data; b. empersiapkan rencana pengembangan sumber daya organisasi dan kemampuan; penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 37 c. integrasi biaya dan kasus bisnis; d. menampilkan rencana dan menegosiasikan implementasi. diagram renstra si versi tozer dapat dilihat pada gambar 3 berikut. gambar 3 diagram renstra si versi tozer (tozer, 1996) analisis metode i. pencarian pola padanan metode renstra si dari empat buah metode yang dipaparkan, diperoleh pola yang menjadi padanan fokus dalam pelaksanaan renstra si. padanan pola tersebut menjadi acuan dalam mendesain bvp dan bahan bagi kegiatan yang masih perlu disempurnakan. untuk mencari padanan tersebut, kegiatan dikelompokkan menjadi satu sesuai dengan sifat dan kegunaannya. tiap sifat atau kegunaan dibedakan oleh warna. pengelompokan kegiatan sebagai berikut. journal the winners, vol. 3 no. 1, maret 2002: 32-55 38 john ward (jwa) masukan a. eksternal bisnis b. internal bisnis c. internal si/ti d. eksternal si/ti 1. persaingan dalam. industri 6. value chain 13. budaya si/ti 20. trend si/ti 2. poleksosbud 7. visi 14. pelatihan 21. peluang keunggulan kompetitif 3. pressure group 8. misi 15. met. projek si/ti 4. five forces 9. objective 16. investasi 22. seleksi ti u/ bisnis 5. swot 10. csf 17. p’ambilan kptsan 11. alur info 18. kemutakhiran si/ti 12. entity diag. 19. portofolio aplikasi keluaran 23. struktur organisasi 27. struktur bisnis 31. irm 24. kebijakan investasi 28. info. kebutuhan bisnis 32. sistem komputer. & jaringan. 25. kebijakan vendor 29. pemanfaatan si/ti bagi bisnis 33. evaluasi investasi strategi si/ti 26. kebijakan pelatihan 30. entity diagram wetherbe (jwe) a. perencanaan ti b. e/m analysis 1. bsp 6. keluaran informasi 2. peran portofolio aplikasi 7. masukan & proses 3. pendapat user 8. csf 4. sumber daya si/ti 5. manajemen perencanaan & kontrol c. ira 9. subsistem organisasi 11. produk yang dihasilkan 13. manajemen 10. tugas & fungsi 12. proses kerja 14. kebutuhan informasi d. resource allocation e. project planning 15. alok. perangkat lunak & jaringan. 16. jadwal proyek penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 39 james martin (jm) analisis a. ringkasan model organisasi b. struktur bisnis c. analisis masalah 1. fungsi bisnis 5. eksekutif 8. tujuan 2. visi 6. subjek data 9. masalah 3. misi 7. unit organisasi 10. alternatif solusi 4. struktur organisasi 11. csf d. dampak teknologi e. analisis/evaluasi si/ti f. pandangan struktur sistem 12. peluang bisnis 15. audit grid 16. delta si/ti 13. pesaing 17. alt. pemecahan masalah 14. pemanfaatan teknologi perancangan a. arsitektur informasi b. fungsional c. infrastruktur 18. ars. inf. kel. fungsi bisnis 20. area bisnis 21. jaringan komputer 19. entity diagram tozer (et) a. konteks & batasan analisis b. informasi kebutuhan bisnis c. keadaan si/ti 1. batasan proyek 7. tujuan 12. sumber daya si/ti 2. waktu 8. rencana bisnis 13. portofolio aplikasi 3. kontrol 9. potensi sdm 14. swot si/ti 4. terminologi 10. harapan bisnis 15. anls. swot si/ti 5. komitmen manajemen 11. kebutuhan info. bisnis 6. harapan proyek/sistem d. gap informasi e. pertimbangan pilihan f. eval. sta. & ksmpt si/ti 16. kebutuhan arsitektur si 20. id. keb. info. 23. keadaan si/ti terkini 17. kebutuhan aplikasi 21. membuat visi si/ti 24. id. pil. teknis si/ti 18. kebutuhan basis data 22. pedoman pil. strg. 25. duk. teknis ti saat ini 19. kebutuhan infrastruktur journal the winners, vol. 3 no. 1, maret 2002: 32-55 40 g. menentukan solusi strategis 26. menentukan mas., proses, & kel. solusi 28. mengelompokkan solusi 30. menentukan spek. tek. 27. memprioritaskan solusi 29. memilih solusi 31. menentukan migrasi h. menyiapkan rencana implementasi 32. pilihan solusi 36. rencana pelatihan 40. program implemntasi 33. detil solusi 37. rencana sdm 41. aturan implementasi 34. detil sdm 38. dukungan manajemen senior 35. detil solusi si/ti 39. rencana perawatan i. menghitung justifikasi keuangan dan finansial 42. analisis value solusi berdasarkan pengelompokan tersebut, dilakukan perbandingan alur logis tiap metode sehingga diperoleh rangkaian urutan kerja seperti gambar 4 (dalam lampiran). berdasarkan gambar 4 tersebut, setiap kegiatan dalam metode disusun, diurutkan, dan dirangkaikan berdasarkan pedoman uk government ccta serta dibandingkan dengan kegiatan pada renstra versi john ward. perbandingan itu menggunakan parameter masukan yang diperlukan dalam proses, keluaran yang dihasilkan, perangkat yang digunakan, dan rincian proses itu sendiri. hasil kegiatan tersebut berupa tabel yang memuat padanan sifat dan kegunaan tiap kegiatan pada metode yang berbeda. satu kegiatan yang sama atau yang saling melengkapi berada dalam satu sel seperti gambar 5. berdasarkan gambar 5 tersebut, diperoleh fokus permasalahan dalam renstra si (gambar 6), modul pelengkap mengenai menghitung value hasil renstra si (gambar 7), identifikasi padanan kegiatan atau keluaran yang dihasilkan dari metode renstra si yang ada (gambar 8). fokus masalah renstra si diperoleh berdasarkan gambar 6, yakni hanya ada satu metode yang membahas suatu kegiatan sedangkan metode yang lain tidak. padahal, kegiatan tersebut diperlukan dalam urutan proses dan alur logis renstra si. gambar 7 menggambarkan tempat modul tersebut dapat berperan. gambar 8 merupakan negasi dari gambar 6 yang digunakan sebagai dasar untuk memilih cara/perangkat/kegiatan dalam renstra si. pemilihan itu berdasarkan pada kesinambungan proses dan alur logis dengan kegiatan sebelum atau sesudahnya. berdasarkan gambar 6, 7, dan 8, didapat identifikasi titik fokus permasalahan dalam penyusunan metode bvp. gambar 4, 5, 6, 7, dan 8 ditampilkan di lampiran. identifikasi permasalahan renstra si yang dihadapi berdasarkan definisi masalah dan hasil pembuatan gambar 6, 7, dan 8 identifikasi masalah yang dihadapi sebagai berikut. penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 41 i. analisis value bisnis menurut ranti (2001), sebagian besar analisis value bisnis hanya sebatas analisis manfaat yang tangible (manfaat yang nyata dan biasa diidentifikasi dalam akuntansi) sedangkan analisis manfaat yang intangible (manfaat yang kurang dirasakan oleh indera biasa dan belum dimasukkan ke dalam perhitungan akuntansi) tidak dievaluasi. analisis tangible biasanya digunakan oleh manajer keuangan untuk menyeleksi proyek atau rencana yang diajukan oleh bagian si/ti. untuk melakukan penyeleksian proyek si/ti tersebut, seharusnya tidak hanya mengandalkan manfaat tangible saja karena manfaat intangible yang selama ini diabaikan ternyata berandil besar dan terus-menerus dalam suatu organisasi. dampaknya terlihat pada saat pemilihan projek, yakni biaya si/ti yang diusulkan menjadi suatu proyek yang berprioritas rendah. selain itu, si/ti tidak seperti barang modal lainnya yang manfaatnya akan habis begitu saja dalam beberapa kali pakai. namun menurut parker, terdapat manfaat lain yang muncul seperti percepatan proses, informasi, dan perbaikan kinerja/proses kerja yang akan membantu perbaikan proses organisasi maupun keunggulan kompetitif (1988). hal itu dapat dijadikan alat bagi manajer si/ti sebagai bargaining power kepada manajer keuangan dan stakeholder untuk memperjuangkan projek si/ti dalam organisasi dengan kriteria pemilihan yang adil di sisi investasi dan manfaat. ii. parameter value hasil renstra si berhubungan dengan alasan pertama, parameter yang digunakan untuk menghitung value intangible atau tangible si/ti masih kurang representatif sebab hanya parameter value yang berhubungan dengan investasi berjangka waktu tertentu atau yang biasa dihitung dalam akuntansi. investasi si/ti tidak dapat diperlakukan sama dengan investasi serupa itu. investasi si/ti bukanlah suatu barang modal yang dapat habis melainkan dapat terus-menerus diperbarui dan menghasilkan manfaat sampai si/ti tersebut usang. dalam perhitungan biaya, masih banyak parameter khas si/ti tangible seperti biaya dukungan, perawatan, pelatihan, lisensi aplikasi si/ti, dan lainnya yang belum diidentifikasi dan dihitung. tentu saja hal tersebut akan mempengaruhi estimasi biaya suatu proyek atau strategi. namun, setidaknya identifikasi dan perhitungan value khas tangible si/ti tersebut dapat memberikan arahan secara mudah bagi biaya sebuah proyek/strategi si/ti dan mencegah under estimate atau over estimate suatu proyek/strategi si/ti. iii. perhitungan risiko hasil renstra si identifikasi dan kuantifikasi risiko strategi/proyek si/ti dari metode terdahulu masih belum ada sistematika yang erat hubungannya dengan hasil renstra yang dihasilkan. selain itu, perhitungan risiko hasil renstra selama ini tidak dilakukan dengan parameter risiko yang representatif bagi si/ti sehingga hasil yang didapatkan seringkali undervalue atau overvalue. hal tersebut mengakibatkan proyek/strategi si/ti berpotensi untuk ditunda atau bahkan dibatalkan karena pengungkapan risiko yang kurang akurat. journal the winners, vol. 3 no. 1, maret 2002: 32-55 42 iv. sistematika perencanaan implemantasi masalah terakhir dalam tahapan renstra si adalah perencanaan dan pembuatan jadwal dari usulan strategi/proyek si/ti yang ada. seringkali usulan renstra si yang baik terbentur dengan masalah jadwal dan rencana implementasi. masih belum ada kejelasan antara keluaran renstra si dengan alur pengerjaan proyek, milestone yang dihasilkan, pembuatan target, dan pencapaiannya. padahal, itu semua dibutuhkan dalam suatu implementasi strategi/proyek si yang baik. v. analisis peluang bisnis eksternal peluang bisnis eksternal merupakan masukan yang perlu dipertimbangkan dalam renstra si. peluang bisnis eksternal berpotensi untuk memperbaiki kinerja bisnis, meningkatkan keunggulan kompetitif, memperoleh pasar, maupun menghasilkan produk baru. pembatasan permasalahan dan analasis renstra dalam melakukan renstra si, perlu dilakukan pembatasan ruang lingkup dan kejelasan mengenai area fungsi bisnis yang diikutsertakan. hal tersebut dilakukan supaya keluaran renstra dapat lebih fokus dan memberikan patokan yang jelas pada pembuatan strategi si yang tepat guna. 1. analisis dan interpretasi rencana bisnis internal organisasi renstra si biasanya berdasarkan rencana bisnis yang sudah ada. dengan memanfaatkan tools, tabel, dan alat masukan renstra si yang tepat, dapat diperoleh interpretasi bisnis yang baik guna kebutuhan informasi dan strategi si dan ti yang mendukung proses bisnis. 2. dukungan internal nonteknis si/ti dukungan internal nonteknis si/ti yang dibutuhkan berupa visi dan misi, landasan kebijakan pengambilan keputusan bidang, struktur organisasi, landasan kebijakan pilihan proyek, pelatihan, perawatan sumber daya, dan lain– lain. dukungan tersebut sering kali dilupakan padahal merupakan faktor yang menjadi dasar pelaksanaan teknis operasional si/ti. 3. manajemen perencanaan dan kontrol perencanaan dan kontrol proyek si/ti yang baik dimulai dari jelas dan lengkapnya dokumen pendukung yang merekam peristiwa inisialiasasi, latar belakang, dan gambaran umum proyek. dokumen tersebut akan dibandingkan dengan dokumen yang dihasilkan selama proyek dieksekusi kemudian dibandingkan untuk kegiatan kontrol dan evaluasi. 4. alternatif solusi renstra si sesuai dengan masalah yang sudah dipaparkan sebelumnya, untuk meminimalkan risiko suatu proyek perlu dibuat alternatif solusi yang dapat menggantikan solusi utama tanpa mengorbankan kualitas, waktu, dan biaya. alternatif solusi tersebut hendaknya dikelompokkan dan dibuat prioritasnya sesuai kriteria pemilihan solusi yang disetujui. penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 43 5. landasan kebijakan renstra si dan implementasinya landasan itu ada hubungannya dengan faktor pendukung nonteknis si dan ti. landasan ini merupakan pedoman pembanding atas hasil renstra dan harapan yang perlu direalisasikan. 6. analisis pemanfaatan teknologi si/ti mutakhir berdasarkan daftar pengamatan dan penggunaan teknologi mutakhir di eksternal organisasi, perlu dibandingkan dengan kebutuhan organisasi. daftar tersebut mempercepat penemuan alternatif solusi teknologi beserta pertimbangan kelebihan dan kekurangan bahkan risikonya. 7. identifikasi dan deskripsi detil keluaran proses per kegiatan hasil proses renstra si per kegiatan hendaknya secara jelas memaparkan kebutuhan masukan, proses yang dilakukan, hingga dokumen atau keluaran yang dihasilkan. hal itu mendukung manajemen perencanaan dan kontrol yang baik, memudahkan implementasi, dan pelaksanaan hasil renstra si. 8. penentuan migrasi si/ti kadang kala, kondisi dan proses sistem yang diusulkan berbeda dari sistem yang sudah ada. untuk itu, diperlukan kegiatan migrasi ke sistem yang baru. agar dapat melakukan migrasi dengan lancar, dibutuhkan strategi yang baik agar risiko proses dapat diminimalkan. 9. padanan perangkat dan cara dalam kegiatan renstra si berdasarkan paparan gambar 8, suatu kegiatan dapat dilakukan melalui lebih dari satu cara dan perangkat. rincian padanan tersebut sebagai berikut. tabel 1 padanan kegiatan renstra si nama keg, renstra si yg berpadanan identitas padanan keterangan padanan jwa1, 3 & jm13 a kegiatan tersebut merupakan satu lingkup kegiatan analisis lingkungan eksternal bisnis untuk mengetahui tekanan/persaingan yang berasal dari luar organiasi. jwa6 & et9 b kegiatan tersebut merupakan satu lingkup kegiatan analisis lingkungan internal bisnis dan et9 membantu identifikasi kegiatan value chain pada jwa6. jwa7 & jm2 c kegiatan tersebut sama-sama untuk memperoleh visi (bisnis) organisasi. jwa8 & jm3 d kegiatan tersebut sama-sama untuk memperoleh misi (bisnis) organisasi. jwa9, jm8, & et7 e kegiatan tersebut sama-sama untuk memperoleh tujuan (bisnis) organisasi. journal the winners, vol. 3 no. 1, maret 2002: 32-55 44 tabel 1 padanan kegiatan renstra si (lanjutan) jwa10, jwe8, & jm11 f kegiatan tersebut sama-sama untuk memperoleh csf organisasi. jwa11,12, jwe6, jm1,5,6,7, & et11 g kegiatan tersebut merupakan satu lingkup kegiatan analisis lingkungan internal bisnis untuk mengetahui kebutuhan informasi pada proses bisnis organisasi. kegiatan di jwa11,12, jwe6, & jm1,5,6,7 memperjelas aktivitas pada et11. jwa18, jwe1,3,4,7, jm15, & et12,23,25 h kegiatan tersebut merupakan satu lingkup kegiatan analisis lingkungan internal si/ti untuk mengetahui posisi dan keadaan sumber daya si/ti organisasi. kegiatan di jwe1,3,4,7, jm15, & et 12,23,25 memperjelas aktivitas pada jwa18. jwa19, jwe2, & et13 i kegiatan tersebut sama-sama untuk mengetahui portofolio aplikasi si beserta analisis pemanfaatannya ke depan. jwe6 & et20 j kegiatan tersebut sama-sama untuk mengetahui masukan dan keluaran si yang tepat dalam rangka menyusun strategi si ke depan. jwe6 muncul lagi pada bagian ini dikarenakan kegiatan ini pada prinsipnya sama dengan kegiatan sebelumnya hanya berbeda fase dan pemanfaatan keluarannya saja. jm16 & et16,17,18 k kegiatan tersebut sama-sama untuk memperoleh peluang dan mengetahui kebutuhan sumber daya si/ti. berdasarkan peluang dari jm16 maka dilakukan analisis kebutuhan pada et16,17,18 . jwa20 & jm14 l kegiatan tersebut merupakan satu lingkup kegiatan analisis lingkungan eksternal si/ti dalam rangka mengetahui perkembangan teknologi si/ti dalam industri dan mengetahui peluang pemanfaatannya di dalam organisasi. jwa23 & jwe9 m kegiatan tersebut merupakan satu lingkup kegiatan untuk menelaah struktur organisasi secara detil dan memberi masukan bagi manajemen mengenai struktur organisasi yang cocok dengan stategi si/ti. jwa23 & jwe10 n kegiatan tersebut merupakan satu lingkup kegiatan untuk menelaah tugas pokok dan fungsional jabatan dalam organisasi dan memberi masukan bagi manajemen mengenai tugas pokok dan fungsional jabatan yang cocok dengan stategi si/ti. jwa23 & jwe12 o kegiatan tersebut merupakan satu lingkup kegiatan untuk menelaah alur kerja antar bagian dalam struktur organisasi dan memberi masukan bagi manajemen mengenai alur kerja antar bagian yang cocok dengan stategi si/ti. jwa24 & jwe13 p kegiatan tersebut merupakan satu lingkup kegiatan untuk menyusun kebijakan manajemen bagi investasi si/ti organisasi. penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 45 tabel 1 padanan kegiatan renstra si (lanjutan) jwa25 & jwe13 q kegiatan tersebut merupakan satu lingkup kegiatan untuk menyusun kebijakan manajemen bagi pengadaan sumber daya si/ti dan patokan dalam memilih vendor. jwa26 & jwe13 r kegiatan tersebut merupakan satu lingkup kegiatan untuk menyusun kebijakan manajemen bagi pelatihan si/ti bagi sdm organisasi. jwa27 & jm20 s kegiatan tersebut merupakan satu lingkup kegiatan untuk menyusun strategi si/ti dalam rangka mendukung kebijakan dan area bisnis organisasi. jwa28, jwe14, jm18, & et26 t kegiatan tersebut merupakan satu lingkup kegiatan dalam rangka menentukan arsitektur, format masukan, proses, dan keluaran bagi detil strategi si/ti. jwa30 & jm19 u kegiatan tersebut merupakan satu lingkup kegiatan untuk menyusun diagram relasi entitas (e/r) bagi detil strategi si/ti. jwa29 & jwe15 v kegiatan tersebut merupakan satu lingkup kegiatan dalam rangka menentukan arsitektur infrastruktur dan perangkat lunak bagi detil strategi si/ti. jwa31 & jwe15 w kegiatan tersebut merupakan satu lingkup kegiatan dalam rangka menentukan arsitektur dan pilihan perangkat lunak bagi detil strategi si/ti yang disesuaikan dengan kebutuhan masukan, proses, dan keluaran yang ada. jwa32, jwe15, jm21, & et30 x kegiatan tsb. merupakan satu lingkup kegiatan dalam rangka menentukan teknologi & arsitektur jaringan komunikasi. jwa33 & et42 y kegiatan tersebut merupakan satu lingkup kegiatan dalam rangka memprioritaskan strategi si/ti untuk dilaksanakan. agar terintegrasi dengan kegiatan lainnya, perlu memilih salah satu cara atau perangkat jika kegiatan tersebut identik. parameter yang menjadi pertimbangan adalah adanya kesinambungan proses antara kegiatan sebelum dan sesudahnya, yakni pada fokus masalah yang tertuang di gambar 2. hasil pilihan perangkat, cara yang berpadanan beserta alasannya disajikan pada tabel 2 bagian lampiran tabel. kelebihan metodologi renstra si untuk memecahkan masalah kebutuhan masukan, proses, dan keluaran suatu renstra si yang lengkap, perlu mengidentifikasi kelebihan metode yang ada. hasil pemaparan dan identifikasi padanan kegiatan dan kelebihan metode tersebut dipetakan terhadap kebutuhan/masalah yang sebelumnya telah diungkapkan. dari hasil pemetaan tersebut, didapat kebutuhan renstra si yang harus diadopsi oleh bvp tanpa meninggalkan kelebihan dan urutan dasar logis yang dimiliki metode terdahulu. journal the winners, vol. 3 no. 1, maret 2002: 32-55 46 i. john ward berikut ini kelebihan metodologi renstra si versi john ward. 1. adanya alur logis renstra si yang mudah dan relatif lengkap, yakni identifikasi lingkungan internal dan eksternal bisnis organisasi si/ti, mencari gap informasi, membuat strategi si yang mendukung bisnis, membuat strategi manajemen si/ti, dan pemetaan beserta analisis strategi/aplikasi si/ti saat ini dibandingkan dengan strategi/aplikasi si/ti usulan. 2. tersedianya alat pemrosesan renstra berupa diagram/kuadran, teori pendukung, batasan, dan grafik/tabel yang lengkap serta mendukung penciptaan strategi si/ti yang baik. 3. tools dan teori yang ada memberikan gambaran mengenai keadaan lingkungan eksternal bisnis yang dapat dimanfaatkan oleh organisasi dalam meraih peluang dan meningkatkan keunggulan kompetitif. 4. adanya prosedur yang merekam kegiatan dan proses internal nonteknis si/ti organisasi berupa budaya organisasi, pelatihan staf, pertimbangan penggunaan metode tertentu dalam melaksanakan proyek, dan investasi. 5. adanya prosedur dalam memilih teknologi yang ada dan disesuaikan dengan kebutuhan serta strategi si organsiasi ii. wetherbe berikut ini kelebihan metodologi renstra si versi wetherbe. 1. pemetaan antara kebutuhan aplikasi/sistem si dengan pemenuhannya di tingkat infrastruktur ti. 2. pengaturan alokasi sumber daya si/ti dalam kegiatan implementasi hasil renstra si misalnya membangun perangkat keras, lunak, komunikasi data, fasilitas lingkungan si/ti, dan pelatihan personel. 3. adanya mekanisme kontrol terhadap setiap kegiatan si dan ti yang dilakukan dan selalu dibandingkan dengan rencana kerja si/ti yang dimiliki. iii. james martin kelebihan metodologi renstra si versi james martin sebagai berikut. 1. penjabaran visi, misi, dan tugas pokok fungsional ke dalam bentuk matriks. 2. adanya pemetaan yang jelas antara tugas pokok fungsional dalam struktur organisasi dengan kebutuhan data/informasi. 3. pendefinisian dan pengelompokan masalah beserta cara pemenuhan kebutuhan data untuk mengatasi masalah dalam bentuk matriks. 4. pembentukan erd organisasi keseluruhan secara umum yang menjadi patokan dalam pembuatan aplikasi dan basis data. erd tersebut memuat keterkaitan antara satu aplikasi dengan yang lain, file yang mungkin dibutuhkan, dan distribusi prosesnya. 5. mempertimbangkan alternatif solusi bagi setiap pembuatan aplikasi, infrastruktur, dan manajemen yang disesuaikan dengan risiko yang ditolerir dan kemampuan sumber daya organisasi si/ti. penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 47 iv. tozer kelebihan metodologi renstra si versi tozer seperti ini. 1. adanya masukan, proses, dan keluaran yang jelas, terstruktur, dan berurutan. 2. pembuatan format tabel untuk masukan yang akan membantu proses analisis dan pengambilan keputusan. 3. pembuatan format tabel keluaran yang meringkas dan memperjelas hasil renstra. 4. tuntunan langkah per langkah dalam membuat renstra si dari awal hingga akhir yang berurutan dan terkait. 5. pembuatan contoh dokumen keluaran per fase kegiatan. 6. pembuatan persiapan dan pelaksanaan jadwal rencana implementasi hasil renstra si misalnya rencana basis data, aplikasi, infrastruktur, pelatihan, perawatan sistem, dan manajemen si/ti organisasi. 7. adanya prosedur pendahuluan sebelum melakukan renstra si. hal itu meliputi batasan proyek, komitmen dari pihak manajemen, pengumpulan dokumen yang terkait (rencana bisnis, harapan sistem, bisnis, tujuan bisnis, dan lain-lain), penyatuan visi, dan pengertian bagi pelaksana proyek. 8. adanya prosedur pembuatan landasan kebijakan dan pengambilan keputusan dalam melakukan renstra si. landasan kebijakan tersebut yang memberikan parameter bagi suatu solusi, alternatif, dan pemilihan teknologi yang digunakan. 9. adanya prosedur dalam mengelompokan, memprioritaskan, dan memilih solusi. prosedur tersebut disesuaikan dengan parameter pilihan dan landasan kebijakan si/ti. 10. adanya prosedur strategi migrasi yang jelas. penutup simpulan analisis metodologi simpulannya adalah ternyata metodologi yang ada perlu disesuaikan dengan kebutuhan si saat ini, yakni menghitung manfaat tangible dan intangible yang representatif dari suatu proyek/strategi hasil renstra si, risiko implementasi proyek si/ti, dan pembuatan kerangka rencana implementasi yang jelas berdasarkan keluaran renstra si. selain itu, terdapat beberapa hal yang perlu diperhatikan seperti ruang lingkup, pengaruh bisnis eksternal dan internal organisasi, pengaruh si internal dan eksternal, landasan kebijakan si, pengaruh struktur organisasi, alternatif strategi si yang diperlukan, hingga strategi migrasi pada si/ti yang sedang berjalan. tambahan pula, belum ada metode renstra si yang sifatnya one-stop method. artinya menggabungkan renstra si, penilaian hasil renstra, hingga pembuatan rencana jadwal implementasi menjadi satu paket. padahal seiring berjalannya waktu, one-stop method sangat berguna untuk mempermudah rencana bisnis dan si/ti dalam suatu organisasi. saran tambahan modul pada renstra si berdasarkan identifikasi masalah yang ada berdasarkan metodologi renstra si, diperoleh suatu usulan tambahan modul bagi bvp untuk memecahkan masalah tersebut. usulan tambahan journal the winners, vol. 3 no. 1, maret 2002: 32-55 48 modul dilakukan tanpa meninggalkan kelebihan yang ada di setiap metode dan urutan logis renstra si. tambahan modul bvp secara umum diperoleh dari modifikasi proses dan perangkat dari kegiatan yang sudah ada maupun mengadopsi langsung dari versi renstra si lainnya yang relevan dengan alur proses. bagan usulan tambahan modul dapat dilihat pada gambar 7. rincian usulan tambahan modul tersebut seperti berikut. 1. modul untuk menganalisis/memprioritaskan hasil renstra si. modul itu terdiri dari dua kegiatan, yakni identifikasi dan pengukuran value tangible dan intangible projek si/ti serta risikonya. a. proses identifikasi dan pengukuran value tersebut dapat mengadopsi best practice tco untuk value tangible [wgar99], dan teori information economics mengenai value acceleration, linkage, restructuring, and innovation evaluation untuk value intangible. kedua konsep pengukuran value tersebut dapat memberikan gambaran lebih jelas dan lengkap mengenai parameter value yang diukur beserta pengukurannya. b. proses identifikasi dan perhitungan risiko dapat mengadopsi teori manajemen risiko proyek si/ti versi applegate (applegate, 1999) dan media pengukuran keuangan yang sudah ada. konsep applegate tersebut memberikan pedoman untuk mengetahui besaran risiko dari sebuah projek si/ti. 2. modul yang menyatukan dua konsep analisis/prioritas hasil renstra si. modul ini memperoleh rangkuman value sebuah proyek hasil renstra berdasarkan biaya dan risiko dapat mengadopsi tabel keuntungan rapid economic justification (rej) dari microsoft. tabel rej tersebut memberikan gambaran yang jelas mengenai rangkuman value tangible dan intangible yang diperoleh dan total seluruh value yang dimiliki sebuah proyek si/ti. 3. modul pembuatan rencana implementasi berdasarkan kegiatan dalam metode renstra versi tozer dan john ward. modul itu dilengkapi teori analisis jalur untuk perencanaan implementasi proyek-proyek si/ti yang menggunakan pert atau gantt chart. perencanaan implementasi tersebut perlu didukung alat kontrol manajemen proyek sehingga target, jangka waktu, dan kesulitan yang dihadapi proyek dapat diketahui. 4. modul untuk menganalisis internal bisnis organisasi dalam bvp. modul yang sudah ada perlu dilengkapi perangkat untuk menganalisis visi, misi, csf, dan kpi organisasi. modul itu menjadi acuan dan landasan kegiatan dalam renstra si, pemilihan hasil, dan pengambilan keputusan. tambahan modul dapat diadopsi dari renstra si versi pwc [pwcf96]. modul versi pwc tersebut dapat memberikan arahan dalam menganalisis kondisi internal bisnis hingga detil dan membuat dokumen pendukung yang lengkap. selain itu, modul untuk menganalisis internal bisnis organisasi membutuhkan tambahan modul untuk meringkas seluruh informasi bisnis yang digunakan, mengetahui kebutuhan informasi, dan pemenuhannya dari sumber daya si/ti yang tersedia. modul yang bersifat meringkas, mengompilasi, menyimpulkan masukan, proses, dan keluaran proses bisnis yang terjadi di internal bisnis organisasi diadopsi dari renstra si versi pwc. penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 49 5. modul pengambilan keputusan terhadap pelaksanaan renstra si. kegiatan ini dilakukan setelah studi kelayakan dan ruang lingkup di subfase pre-renstra. modul pengambilan keputusan tersebut berisi ringkasan seluruh informasi, pertimbangan dalam melanjutkan pada kegiatan renstra si, dan pembuatan kesimpulan terhadap hasil kegiatan pre-renstra yang sudah dilakukan. modul itu dapat diadopsi dari renstra si versi pwc yang menyediakan perangkat analisis dan dokumen lengkap. seluruh tambahan modul tersebut mengacu pada landasan renstra si berupa uk government ccta–guidelines on strategic planning for information systems. daftar pustaka ali, t. h. 1997. prinsip–prinsip networking planning. edisi 6. jakarta: pt gramedia pustaka utama. alter, s. 1992. information systems a management perspective. edisi 2. california: benjamin/cummings publishing co. inc. applegate, mckenney mcfarlan. 1999. corporate information systems management: text and cases, edisi 5. singapore: mcgraw-hill. callon, d. j. 1996. competitive advantage through information technology. england: blackwell business. channon, d. f. 1986. encyclopedia dictionary of strategic management. england: blackwell business. earl, m. j. 1989. management strategies for information technology. edisi 1. london: prentice hall. ernst & young centre for business info. 1997. measures that matter. boston: ernst & young llp. gitman, l. j. 1991. principles of managerial finance. edisi 6. new york: harper collins publishers. indrajit, r. e. 2000. pengantar konsep dasar manajemen sistem informasi dan teknologi informasi. edisi 1. jakarta: pt elex media komputindo. parker, m. m. 1996. strategic transformation and information technology: paradigms for performing while transforming. edisi 1. new jersey: prentice hall. __________ dan r. j. benson. 1988. information economics. edisi 1. new jersey: prentice hall. price waterhouse. 1996. system management methodology strategic information systems planning (sisp). version 2.1. price waterhouse world firm services bv, inc. journal the winners, vol. 3 no. 1, maret 2002: 32-55 50 rangkuti, f. 2001. analisis swot teknik membedah kasus bisnis. edisi 7. jakarta: pt gramedia pustaka utama. ranti, b. 2001. “kumpulan transaparansi mata kuliah iki 80923 mti 2-information economics.” jakarta: universitas indonesia. remenyi, d dan a twite. 1999. the effective measurement and management of it costs and benefits. edisi 2. boston: butterworth heinemann. simons, r. 2000. performance measurements and control systems for implementing strategy. edisi 1. new jersey: prentice hall. tozer, e.e. 1996. strategic is/it planning. professional edition. boston: butterworthheinemann. turban, mclean. 1999. information technology for management. edisi 2. new york: john wiley & sons. ward, j dan p. griffiths. 1996. strategic planning for information systems. edisi 2. chicester: john wiley & sons. http://www.managementhelp.org/np_progs/sp_mod/str-plan.htm. 2000. on-line nonprofit organization development program module #6, management help. http://www.pcwglobal.com/images/9x/eng/about/ind/energy/……/goldpaper.pdf. 2000. sustaining strategies and business value, pcw. http://www.w4.gartner.com/…/tcoanalystwhitepaper.htm 1999. tco analyst, gartner group. http://www.rgsinc.com/tco/tco.htm 2001. information technology economic assessment, rgs inc. http://www.utopialace.com/research/whitepapers/total_cost.html 2001. calculating your total cost of ownership (tco), utopia place. penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 51 lampiran gambar 4 bagan pengelompokan kegiatan renstra si berbdasarkan urutan dan kegunannya gambar 5 bagan pengelompokan kegiatan renstra si berbdasarkan urutan dan kegunannya journal the winners, vol. 3 no. 1, maret 2002: 32-55 52 gambar 6 bagan pengelompokan fokus permasalahan renstra si gambar 7 bagan usulan tambahan modul bagi renstra si bvp penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 53 gambar 7 bagan usulan tambahan modul bagi renstra si bvp (lanjutan) gambar 8 bagan identifikasi pedoman renstra si journal the winners, vol. 3 no. 1, maret 2002: 32-55 54 lampiran tabel tabel 2 keterangan nomor metode yang digunakan penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 55 tabel 4 keterangan no. usulan pada gambar 7 journal the winners, vol. 3 no. 1, maret 2002: 32-55 56 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 57 journal the winners, vol. 3 no. 1, maret 2002: 32-55 58 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 59 journal the winners, vol. 3 no. 1, maret 2002: 32-55 60 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 61 journal the winners, vol. 3 no. 1, maret 2002: 32-55 62 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 63 journal the winners, vol. 3 no. 1, maret 2002: 32-55 64 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 65 journal the winners, vol. 3 no. 1, maret 2002: 32-55 66 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 67 journal the winners, vol. 3 no. 1, maret 2002: 32-55 68 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 69 journal the winners, vol. 3 no. 1, maret 2002: 32-55 70 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 71 journal the winners, vol. 3 no. 1, maret 2002: 32-55 72 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 73 journal the winners, vol. 3 no. 1, maret 2002: 32-55 74 tabel 2 keterangan nomor metode yang digunakan (lanjutan) penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 75 tabel 3 keterangan kode no. masalah pada gambar 6 journal the winners, vol. 3 no. 1, maret 2002: 32-55 76 penyusunan metodologi perencanaan… (wahyu haris kusuma atmaja) 77 tabel 4 keterangan no. usulan pada gambar 7 microsoft word 07_undip_surepno_kunci sukses dan peran strategis implementasi a2t 142   journal the winners, vol. 16 no. 2, september 2015: 142-151  the key success and strategic role of accrual based accounting implementation surepno universitas diponegoro jl. prof. h. soedarto, sh, tembalang, kota semarang  repnofine@gmail.com abstract central government policy to adopt accrual-based accounting system providing consequences for local governments to apply accrual accounting in the financial statements. empirical evidence shows that the readiness of the local government in indonesia in the process of implementation of accrual accounting is still relatively low. this study aimed to analyze the success of semarang government in implementing accrual accounting. this study also analyzes the offender's response to the implementation of the strategic role of accrual accounting in transparency and accountability. furthermore, the method used in this study is a qualitative approach to perform a case study at the department of finance and asset management area (dpkad) semarang by means of interviewing the key actors of implementation. the results showed that the successful implementation of accrual accounting semarang government is supported by four main strategies, namely management commitment, regulatory development, information systems development and human resource development. furthermore, based on the conclusions of the implementers shows that accrual accounting has a strategic role in increasing transparency and accountability through financial reporting. keywords: key success, starategic role, implementation, accrual basis abstrak kebijakan pemerintah pusat untuk mengadopsi sistem akuntansi berbasis akrual memberikan konsekuensi bagi pemerintah daerah untuk menerapkan akuntansi berbasis akrual dalam penyusunan laporan keuangan. bukti empiris memperlihatkan bahwa kesiapan pemerintah daerah di indonesia dalam proses implementasi akuntansi berbasis akrual masih relatif rendah. penelitian ini bertujuan untuk menganalisis kesuksesan pemerintah kota semarang dalam implementasi akuntansi berbasis akrual. penelitian ini juga menganalisis respon pelaku implementasi terhadap peran strategis akuntansi berbasis akrual dalam transparansi dan akuntabilitas. selanjutnya metode penelitian yang digunakan adalah pendekatan kualitatif dengan melalukan studi kasus pada dinas pengelolaan keuangan dan aset daerah (dpkad) kota semarang dengan cara mewancarai aktor kunci impelementasi.hasil penelitian menunjukkan, keberhasilan implementasi akuntansi berbasis akrual pemerintah kota semarang didukung oleh empat strategi utama yaitu komitmen pimpinan, pengembangan regulasi, pengembangan sistem informasi dan pengembangan sumber daya manusia. selanjutnya berdasarkan kesimpulan para pelaku implementasi menunjukkan akuntansi berbasis akrual memiliki peran strategis dalam peningkatan transparansi dan akuntabilitas melalui pelaporan keuangan. kata kunci: kunci sukses, peran strategis, implementasi, akuntansi berbasis akrual the key success and strategic …… (surepno) 143  introduction in 2015, all local governments in indonesia must use accrual based accounting standards. this makes local government to have no other choice to postpone the implementation of the accrual-based accounting standards. government regulation (pp) no. 71 year 2010 becomes the basis for preparing the financial statements of local governments. this regulation is enhanced with home affairs minister regulation no. 64 year 2013, which set the technical making of local government financial statements on an accrual basis. the purpose of government in implementing accrual based accounting standards is certainly to improve the quality of financial information from the local government. one of the improvements is in terms of transparency and accountability of local government financial reports. however, the implementation of this accrual based standard needs quality and commitment from the local government to be able to implement it properly. this problem still becomes an issue since the human resources are not owned as expected. thus, the implementation of accrual based accounting standards is considered too forced. the demand for public information has been entrusted by act (uu) no. 14 of 2008 pertaining public disclosure. the emergence of that act makes local government as public entity have responsibility to provide information which is owned by the public at large. information that must be published is local government financial reports (lkpd). information disclosure will become a system that can prevent corruption, collusion, and nepotism (kkn). public information that should be conveyed by local government is local government financial report. financial report has become accountability tool for the use of public funds by the local government. even though in the implementation of accrual based accounting is more complicated compare to cash basis accounting, however the government remains on the option of using accrualbased accounting standards.  although the cash-based accounting has long been used in the record, there are still many local governments that are getting a reasonable opinion with exception as well as unreasonable opinion. problems arise due to concerns of local governments are not able to meet the expectations of the central government to present accrual-based financial statements. this concern is very reasonable since most local governments do not have resources that can support the implementation of accrual based accounting. primarily, local governments still have constraints on human resources which are experts at government accounting. khan and meyes (2009) stated that in order to succeed in implementing accrual based accounting, there are four conditions that should be prepared, such as: accounting system readiness, leader policy, technical skill and system. setyaningsih (2013) found that one of the reasons local government is not ready towards the implementation of accrual based accounting system is there is still no firm commitment from the head of the region to implement it. exploration study that was conducted by setyaningsih related to the level of understanding of government officials and board members in solo showed that the level of understanding of local government officials toward the accrual based accounting standard was still low. difficulties faced within the implementation, among others are, minimum facilities, inappropriate educational staff, inexperience, lack of socialization and lack of incentives for good sap implementation. tarigan (2012) conducted a study on whether accrual based accounting adoption policies can improve the transparency and accountability in the department of regional tax and financial management (dpdpk) of yogyakarta. the result showed that local government officials in dpdpk 144   journal the winners, vol. 16 no. 2, september 2015: 142-151  of yogyakarta consider that the accrual-based accounting system was capable of improving the transparency and accountability of financial reports. thus this research has the purpose to further analyze the success of semarang government in the implementation of accrual based accounting as well as to analyze the response of implementers towards the strategic role of accrual based accounting in transparency and accountability. related with the keys to the success of the implementation and strategic role of accrual based accounting, this study is based on empirical evidence found by baboojee (2011) and rkein (2008) relating to the benefits of the application of accrual based accounting. baboojee (2011) formulated the problems related on whether the implementation of accrual based accounting was important in service enhancement. result showed that there was no influence from accrual based accounting towards service enhancement. however, different result found by rkein (2008) who conducted related research with accrual accounting and public sector reformation in australia. rkein (2008) showed that the implementation of accrual based accounting in australia was in conjunction with the reformation policy in public sector. adoption carried out gradually where adoption initially made in business like services before applied to all parts of the public sector. rkein's research showed that accrual accounting provided strategic benefits, although incomplete and varied in each instance. semarang which succeeds the application of accrual accounting earlier, provides a pretty good response. thus, further disclosure of semarang government regarding the process of implementation of accrual based accounting is required. this study will focus on the implementation of accrual-based sap in the department of finance and asset management area (dpakd) semarang because, apart from being a skpd and skpkd (unit regional finance management), dpkad semarang is a work unit of semarang government which implements and responsible for the implementation of accounting and financial reporting systems in semarang government. institutionalization process model (ipm) semarang government as the earliest government in adopting accrual based accounting make semarang as a role model of the success of accrual based accounting implementation. success could not be separated from semarang government to make a change with accounting system from cash basis into the accrual basis although, on occasion, there have been no official regulations that govern them. hence, the concept of ipm from dambrin, lambert, and sponem (2007) serves as a theoretical basis for analyzing the process of implementation of accrual based accounting in semarang government in its efforts to implement accrual based accounting. according to dambrin, lambert, and sponem (2007), the process of institutionalization is a new system which passes through four stages: (1) deployment of new ideals, (2) creation a new goal in the development of policies (new procedure), (3) development of specific management tools based on new ideals, (4) the implementation of certain techniques (internalization). dambrin, lambert, and sponem (2007) found that the institutionalization process of monitoring management system in a pharmaceutical company was conducted by a manager as a means to increase efficiency. however, they also found the difficulty in the new system which is going to be internalized. implementation of accrual based accounting the implementation of accrual basis in the accounting system of government within a country is not an easy task. adb (asian development bank) particularly highlights the problem of implementation of the accrual basis for developing countries as outlined in a paper entitled accrual budgeting and accounting in government and its relevance for developing member countries and provide seven recommendations for the implementation of the accrual basis of developing countries. the key success and strategic …… (surepno) 145  first, prudence in choosing the strategy of accrual basis implementation. there are two main models in implementing the accrual basis namely big bang models and phased models. advantages of the big bang approach are conducive to a change of organizational culture, rapidly achieve the goal, and can avoid the risks of interest. meanwhile, the advantages of profits phased approach are the problems that may arise can be noticed along with the solution during the transition period, the cash basis can still be done in parallel to reduce the risk of failure. second, political commitment is one of the important keys. the political commitment in implementing the accrual basis for developing countries becomes very essential, so that political commitment is necessary to eliminate any incompatible interests. third, the aim should be eliminated. the results and the benefits to be achieved with the implementation of an intense accrual basis should be communicated to the parties concerned. fourth, the need for reliable power accountants. professional accountants would be necessary for sufficient recruiting and training. accountant shortage will cause delays in the implementation of the accrual basis of government accounting. fifth, accounting information system should be sufficient. cash-based accounting information is an important point in turnover from basis to accrual. if a country has not had a reliable cash-based accounting system, then the country must first concentrate on improving systems and processes that already exist, before considering the shift to accrual accounting basis. sixth, the highest audit agency must have the right resources. the audit agency holds a very important key in implementing accrual basis. it takes several years to conduct audit professionalism. seventh, implementation of accrual basis should be a part from bureaucratic reform. implementation of accrual basis should not only be seen as a matter of accounting techniques, but this implementation requires organization cultural change and must be a part from the bureaucracy reform as a whole. method this study uses an interpretive approach due to: (1) understanding emerged through interaction; (2) understand the context; (3) how to understand the experience of informants; (4) how the informants create and share understanding. in addition interpretive allow researchers to engage subjectively by the study participants. interpretive researchers believe that the reality in form through the interpretation and social interaction (hines, 1998; miller, 1994; morgan, 1998; munro, 1998 in chariri, 2006). this is consistent with the purpose of the research namely to understand the process of implementation of accrual accounting and strategic role in the interpretation of research on the subject of research. methods of data collection is the most strategic step in the study, because the main goal of the research is to get data that the validity level can be justified it is necessary sources and methods of data collection are credible. according to yin (2013), there are several methods of data collection that can be done for the case study method. first, documentation, this type of information uses different forms and should be the object of explicit data collection plans. second, archive recordings, in many case studies, archival recording is often in the form of computerization and is a relevant evidence. this evidence includes: recording service, organizational record, map and geographic characteristics chart of a place, list of names, survey data and personal recordings. third, interview, within this research interview holds important role. in this study, the interview plays an important role. in this research interview method used is an open standard interview namely a structured interview. interviews were conducted individually with duration between thirty 146   journal the winners, vol. 16 no. 2, september 2015: 142-151  minutes to two hours. most of the interviews were recorded using a digital recorder. questions asked relating to the implementation of accrual accounting and its role in transparency and accountability. fourth, observation, during the visits to the case study sites, researchers created an opportunity for direct observation. these observations may extend from the formal data collection activities until the causal. informant and information collection individuals who become informants in this study consisted of three people from accounting who have position as head of division, head of sie and staff. two of the skpd have position as head of sub division of finance and staff. the following list the participants who used as informants in the study, is presented in table 1. table 1 list of the participants who used as informants informant identity working unit position en ppkd head of accounting mh ppkd head of sie reporting dn ppkd reporting staff nn skpd head of finance as skpd finance staff selection of informants based on the criteria defined by bungin (2005), such as informant is an individual that has a long and intensive blend with the activity or field of activity which is the target of research. technical analysis after obtaining the necessary data, a technique to analyze the data is needed. according to bogdam and biklem in moleong (2005), data analysis within qualitative research is efforts made to work with the data, organize data, and sort the data to be a unit that can be managed, synthesized, seek and found the patterns, found what is important and what is learned and decided what can be told to others. analysis is done by describing research data in accordance with the determined themes. besides making the analysis, the result is translated and outlined qualitatively to obtain an overview of the situation or event that is in the field. within this research, the steps of data analysis are performed with data triangulation method, then data organization, data reduction; category, concept, theme and pattern determination; and lastly data interpretation. results and discussion changes in accounting aspects led to the initiative of the government of semarang. in the 2001 mayor of semarang want the government financial statements to be presented as private sector financial statements. there were statements of financial position to facilitate the government in making decisions. to realize that on the basis of government regulation no. 105 of 2000 on regional financial management, government of semarang search reference and consultation with relevant academic preparation of accrual-based government financial statements. the key success and strategic …… (surepno) 147  here's a summary of the history of the process of implementation of accrual based accounting in semarang city government during 2005 to 2009. in that period of time, government of semarang noted some important things. first, publishing pp 24 of 2005 concerning the use of sap toward cash accrual (cta). second, conceptual framework paragraph 25, in addition to the basic financial statements (lra, balance sheet, and calk lak) reporting entities allowed to present a statement of financial performance and statement of changes in equity. third, the government continues to apply accrual basis although sap uses the base cta. in addition to the basic financial statements, the government of semarang added statements of operations (lo) as financial performance report. fourth, each examination often occurs because of differences in the perception of differences in the use of bases of accounting. fifth, in 2009, the balance sheet of semarang that was served singly equity was split according to the sap pp 24 of 2005 into edl (equity fund current), edc (equity reserve fund) and edi or equity investment fund. in 2010, government regulation no. 71 of 2010 on accrual-based sap was issued. the publication of pp was made semarang as the first city to implement accrual accounting. from 2010 until now, semarang government consistently use the accrual basis in accordance with regulation no. 71 in 2010. the process of implementation of accrual accounting in semarang city government begins with the preparation of the four main components to support the successful implementation of accrual based accounting. four keys of successful implementation are as follows: leader commitment semarang city government as described previously had the initiative to present financial statements as private sector. this initiative raised in 2001 by sukawi sutarip, the mayor during that time. this initiative was presented to the field of accounting in order to be realized. the instructions received in accounting seek to conduct consultations with various parties. consultation is done mainly by academics, practitioners, bpkp and bpk. accounting plays an important role in providing economic information used as a basis for decision-making or evaluation of the performance of an entity's achievement. local government which has culture as a public sector organization would have to have an accounting system that has a role as a basis for decision making and as an accountability evaluation. this step is confirmed by the head of the accounting field as early initiative in the implementation of accrual accounting. such as those described in the interview process as follows: "accrual accounting in semarang was initiated by the desire of the mayor at that time who wanted a generated financial report that should resemble the private sector financial reports that can be used as a basis for a decision". drafting regulation regulation becomes legal protection and guidance for implementers to be able to apply changes to the accounting system properly. the head of sub division of finance dpkad states that: "the implementation of accrual accounting in semarang city government is never be separated from regulation drafted by the accounting section dpkad. this regulation is socialized to each skpd to be applied in preparing the financial statements ". the regulation serves as guidelines for implementers to be able to run the new system. the regulation is very important for the government of semarang since the introduction of implementation in 2002. during that year, there has been no official regulation of the central government regarding the 148   journal the winners, vol. 16 no. 2, september 2015: 142-151  use of accrual accounting. semarang government made various efforts in the implementation of accrual accounting; one of them is consulting with academics, bpkp and bpk. this effort is then realized by preparing regulations for the implementation of accrual accounting. information system development semarang government accounting system was initially not integrated among the accounting entity and the reporting entity. however, in the course of implementation of accrual accounting system that is improved by hiring the services of system developers. accounting systems and procedures become one means that become advocates for the successful implementation of accrual accounting in semarang government. the decision to use accrual accounting gives consequence for government's commitment to provide an integrated accounting system with information technology. the initial process is prepared to make adjustments in information technology with accrual-based accounting system. this conforms to the commitments submitted by the mayor of semarang that: "from the it side we did upgrading to fit with the existing system. it takes time and considerable expense. but because of all the attention we devote to change this system, alhamdulillah today everything is going well ". human resource development semarang city government in the preparation of implementation accrual accounting focuses on the readiness of human resources. the built accounting system would be meaningless if the human resources are not able to run the system properly. therefore the government of semarang build two sections of human resources prepared for the implementation process, namely hr for concept development and regulation and hr for implementation and operator. hr is a key to successful implementation of accrual accounting. as it has been confirmed by the head of the accounting department, within the process of hr development, some obstacles will be encountered. these constraints include not all financial staff in skpd and dpkad have the scientific background of accounting thus necessary intensive training is needed. the following statement from the head of accounting related to the development of human resources for implementation accrual accounting: "the implementation of accrual accounting requires human resources that understand the accounting. however, not all existing staff have a good accounting capabilities. this has become one of the obstacles to implementation. therefore to resolve the issue held intensive training for all finance staff ". strategic role of accrual based accounting the application of accrual-based sap is one of the government's policy to improve the quality of financial management. changes in the accounting basis from cash basis into the accrual basis is expected to generate more comprehensive information (complete) for all users (stakeholders). with the financial information presented by the government completely will satisfy the public's right to have information about the management of its resources. the impact of the implementation of sap in enhancing transparency and accountability can be described in a statement as follows: application of psap no. 05 on inventories accounting for dpkad of semarang, in this case the atk inventory, psap number 05 regarding inventory accounting describes about government inventories accounting which includes the definition, recognition, measurement and disclosure. psap number 05 describes about materials, goods and the key success and strategic …… (surepno) 149  supplies classified into inventory, and how to recognize and measure the inventory, as well as what should be disclosed in the financial statements. psap number 05 sets on how the disclosure of inventory in any financial statements present namely: (1) the accounting policies used in measuring inventories; (2) a further explanation regarding supplies such as goods or equipment used in public services, goods or equipment used in the production process, the stored goods which are to be sold or handed over to the public; and (3) the condition of inventories. affirmation of the benefits of implementing psap number 05 delivered by the staff of the dpkad accounting department that: "if the psap number 05 is implemented correctly, the real conditions in calk will be shown. the recognition and measurement of inventories were carried out properly in accordance with sap, and the condition of the end of the budget period carried out a physical check of inventory to determine the real number and the physical condition of the inventory and to know how much inventory have actually been used to be reported on the operational reports ". one of the goals of the accounting standards is to improve government accountability through the existence of a reliable financial reporting. this is due to the accounting standard set of systems, procedures and implementation of accounting policies in general, and with the standards that the report presented by the entity will be more easily audited and compared well with the same organizational unit or with the prior year period. the existence of accounting policy will maintain the consistency of each financial statement items presented. based on the interview with the dpkad head of accounting semarang government showed that: "increased accountability of local government financial statements in applying the accrualbased sap includes the financial statements which are presented more comprehensive, truthful and objective; increase in security will be the region's assets. the implementation of accrualbased sap can assess the financial performance of local governments in accordance with the principles of economical, efficient and effective ". table 2 is a summary of the strategic role of the implementation of accrual based accounting towards the transparency and accountability of financial statements: table 2 strategic role of accrual based accounting implementation no. before implementation after implementation 1. on a cash basis, transactions and events are recognized or recorded when there is cash revenue and expenditure account. at the end of the year, if any expenditure debts is known, then journalizing will not be carried out for the transaction. lra will not present the expenditure of debt (principal or non-principal) because there is no cash outlay happens. thus the report user will not know that there is a debt obligation of the government expenditure that should be budgeted in the next fiscal year because the balance sheet is also not an obligation for the government to be reported. the advantages of the accrual basis is that the debt burden as well as the expenditure debt can be known at the same time where the transactions and promising transparency for all transactions occur during the reporting period compared to the other two basis, cash basis and cash basis towards the accrual. 2. cash accounting can not provide information relating to the entire cost of providing public services. provides financial information that can be used to calculate the entire cost of the service based on on the cost of all the used resources (including noncash resources such as the use of fixed assets). by using the full cost method, efficiency analysis and the estimated need for funds can be performed to replace assets that are being used. 150   journal the winners, vol. 16 no. 2, september 2015: 142-151  table 2 strategic role of accrual based accounting implementation (continued) no. before implementation after implementation 3. financial management accountability is limited to the resources of cash in and cash out. accountability is getting better as it extends to assets other than cash and liabilities. with accrual based accounting, an entity needs to clearly define the service performance to be achieved and the overall cost of implementing such services. 4. the absence of operational reports provide government operational information that have the potential to increase transparency and improve fiscal responsibility. 5. prior to the implementation, there is no classification of cash flows into group activities. classification of cash flows into groups operating activities, investing activities and financing activities, will provide information that can be used to trace the influence of government cash flows related to economic activity. source: adapted from primary data (interview) conclusion conclusions based on the results and discussion shows there are four main components to support the successful implementation of accrual accounting namely management commitment, regulation preparation, information systems development and human resources development. afterwards the perpetrators believe that the implementation accrual accounting can improve transparency and accountability in financial report can be presented more comprehensive, truthful and objective. the study also shows that the adoption of the new system in an entity is not easy. lengthy process must be taken to change the existing system by making changes in some aspects. the concept of ipm used by dambrin, lambert, and sponem (2007) before used by harun, peursem, and eggleton (2012) analyze the institutionalization process of accrual accounting in indonesia is relevant enough to explain the process of implementation of accrual based accounting in semarang government. this study is limited to the analysis in a local government, so the ability of researchers to explain part of the process of implementation of accrual accounting is still limited. future research could conduct a study on other local government to expand the research. references baboojee, b. (2011). improving service delivery through changing from cash to accrual accounting: lessons for south africa based on a cross-national study. research report presented in partial fulfillment of the requirements for the degree of master of development finance. university of stellenbosch, stellenbosch, south africa. bungin, b. (2005). analisis data penelitian kualitatif edisi 1. jakarta: raja grafindo persada. chariri, a. (2006). the dynamics of financial reporting practise in an indonesian insurance company: a reflection of javanese views of an ethical social relationship. disertasi, school of accounting and finance, university of wollongong, new south wales, australia. dambrin, c., lambert, c. & sponem, s. (2007), “control and change-analysis of the process and institutionalization”, management accounting research, 18, pp. 172-208. the key success and strategic …… (surepno) 151  harun, h., peursem, k. v., & eggleton, i. (2012). institutionalization of accrual accounting in the indonesian public sector. journal of accounting and organizational change, 8(3), pp. 257285. khan, a., mayes, s. (2009). transition to accrual accounting, retrieved on july 20, 2015 from http://http://blog-pfm.imf.org/files/fad-technical-manual-2.pdf moleong, j. l, (2005). metodelogi penelitian kualitatif. bandung: pt remaja rosda karya. peraturan menteri dalam negeri nomor 64 tahun 2013 tentang penerapan standar akuntansi pemerintahan berbasis akrual pada pemerintah daerah. peraturan pemerintah nomor 71 tahun 2010 tentang standar akuntansi pemerintahan. rkein, a. (2008). accrual accounting and public sector reform: northern territory experience. a thesis submitted in fulfilment of the requirements for the degree of doctor of philosophy, school of law and business faculty of law, business and arts charles darwin university. setyaningsih, t. (september 2013). studi eksplorasi pemahaman aparatur pemerintah daerah dan anggota dewan terhadap standar akuntansi berbasis akrual. simposium nasional akuntansi xvi, manado, indonesia. tarigan, e.p.a. (2012). standar akuntansi pemerintahan dalam mewujudkan akuntabilitas dan transparansi pengelolaan keuangan daerah. tesis pascasarjana ugm, yogyakarta, indonesia. yin, r.k. (2013). studi kasus: desain dan metode. jakarta: raja grafindo persada. microsoft word 06_ganesha_yulia&ayhamali-the effect of leadership-a2t.docx 44   journal the winners, vol. 16 no. 1, march 2015: 44-56  the effect of leadership toward employees’ job satisfaction in quality control division of pt x padalarang yulia listianti1; arif yusuf hamali2 politeknik piksi ganesha bandung jln. jend. gatot subroto 301, bandung, jawa barat, indonesia 40274 yulialistianti@gmail.com1, arifyusufhamali@yahoo.co.id2 abstract this research was conducted at quality control division of pt x padalarang, aimed to determine correlation leadership and job satisfaction, and also to analyze the effect of leadership on job satisfaction at quality control division of pt x padalarang. respondents of this research are 52 people selected with simple random sampling technique. the method used is descriptive and associative, which tests the connection using the spearman rank correlation analysis, and also done to determine the accuracy of measurement using by the validity and reliability test. results of the validity and reliability test of variables x and y are valid and reliable. calculations were performed using spss software ver. 19. the result of this study showed that leadership is in the category of good and job satisfaction is in the category of good. results showed the correlation of leadership with job satisfaction at quality control division of pt x padalarang with correlation coefficient = 0,679. based on the criteria champion, this relationship is in the criteria of strong relationship. results of this calculation showed the coefficient of determination = 46, 10%. it showed that the hypothesis is proved, that there is an influence of leadership to job satisfaction at quality control division of pt x padalarang. keywords: leadership, job satisfaction, champion criteria abstrak penelitian ini dilakukan di divisi quality control pt x padalarang, yang bertujuan untuk menentukan korelasi antara kepemimpinan dan kepuasan kerja, dan juga untuk menganalisis pengaruh kepemimpinan terhadap kepuasan kerja di divisi quality control pt x padalarang. responden dari penelitian ini adalah 52 orang yang dipilih dengan teknik sampling acak. metode yang digunakan adalah deskriptif dan asosiatif, yang menguji koneksi menggunakan analisis the spearman rank correlation, dan juga dilakukan untuk menentukan akurasi pengukuran dengan menggunakan uji validitas dan reliabilitas. hasil uji validitas dan reliabilitas variabel x dan y adalah valid dan reliabel. perhitungan dilakukan dengan menggunakan software spss ver. 19. hasil penelitian ini menunjukkan bahwa kepemimpinan dalam kategori baik dan kepuasan kerja juga dalam kategori baik. hasil penelitian menunjukkan korelasi kepemimpinan dengan kepuasan kerja di divisi quality control pt x padalarang dengan koefisien korelasi = 0.679. berdasarkan kriteria juara, hubungan ini berada pada kriteria hubungan yang kuat. hasil perhitungan menunjukkan koefisien determinasi = 46, 10%. hal ini menunjukkan bahwa hipotesis terbukti, bahwa ada pengaruh kepemimpinan terhadap kepuasan kerja di divisi quality control pt x padalarang. kata kunci: kepemimpinan, kepuasan kerja, kriteria juara the effect of leadership …… (yulia listianti; arif yusuf hamali) 45  introduction leadership in an organization has a very important role because of its presence; there can be a process of helping and supporting the others to work hard to achieve their goal. leadership can affect the morale and job satisfaction, security, job quality and the achievement of an organization. one of the elements that differentiate between a leader and a non-leader is the ability to visualize how an organization will be developed in the future by noticing several developments happening in the environment outside of the organization. leadership contains contextual meaning such as (solihin, 2009): (1) having directing character, which is directing people who are leaded to achieve the goal; (2) having affecting character, which is a leader must be able to change the characteristic of subordinate, colleague, and even superior, by words, characteristic and action, so those parties can cooperate in the process of achieving the goal; and (3) having authority, which is the right owned by a leader to order people (subordinate) in activities related to work or task. leadership is a process of directing and affecting activity related to the work of the group member (sopiah, 2008). the dimensions that can be used to measure whether the leadership in a company effective or not consist of: (1) task function, which is related to something which must be done to choose and achieve goals rationally; and (2) maintenance function, which is related to the emotional satisfaction used to develop and maintain group, society or for existence of organization. study about job satisfaction is one of important factors in study of organizational behavior. job satisfaction is focused on employees’ character toward the work which contains three important dimensions (kondalkar, 2007): (1) job satisfaction can be measured through emotional response on situation that cannot be seen but can be predicted; (2) job satisfaction is related to reward or hope expected by employees; (3) job satisfaction related to job condition, such as workload, remuneration, attitude toward subordinate, and opportunity for improvement. basically job satisfaction reflects someone’s feeling toward the work, shown from employees’ positive character toward the job and all things faced in work environment. satisfied employees like their work situation more than unsatisfied employees, who do not like it. job satisfaction can be defined as character (positive) of employees on their work, which is appeared based on assessment on the work situation. satisfied employees like their work situation more than unsatisfied employees who do not like their work situation (umam, 2012). the dimensions that can be used to measure whether the leadership in a company effective or not consist of fair salary/reward, supporting work condition and work relationship. previous researches stated that leadership affected job satisfaction positively and significantly (ruvendi, 2005; kaihatu dan rini, 2007; darwito, 2008; lahar, 2008; purnomo dan cholil, 2010; baihaqi, 2010; nugraha, 2011; wilar, 2011; fadli, dkk, 2012; pratama, 2012; djestawana, 2012; nurfaiyah dan damajanti, 2012; siregar, 2012; alam, 2013; kristian, 2013). previous research from lasya (2013) and saputra (2013) stated that leadership did not affect job satisfaction directly and significantly. quality control division of pt x padalarang is a company moved in textile industry, located in industry sector batujajar permai, padalarang, jawa barat. phenomena of leadership happened in quality control division of pt x padalarang is that existing leader has not perform the function of leadership effectively. the existing leader is considered as not being able to perform the tasks of leadership well in building work relationship with the subordinates. that phenomenon can be seen explicitly in table 1. 46   journal the winners, vol. 16 no. 1, march 2015: 44-56  table 1 opinion of 30 employees in quality control division of pt x padalarang about leadership no. employees’ opinion opinion (yes) opinion (no) 1. 2. 3. 4. leader gives direction for employees in work leader encourages employees leader create harmony work situation leader can lessen tension or conflict - - - - √ √ √ √ source: the result of initial interview in quality control division of pt x padalarang (2014) the phenomenon of job satisfaction happened in quality control division of pt x padalarang is employees, in general, feel unsatisfied in working. the job dissatisfaction experienced by employees can be seen in table 2. table 2 opinion of 30 employees in quality control division of pt x padalarang about job satisfaction no. employees’ opinion opinion (satisfied) opinion (unsatisfied) 1. 2. 3. 4. employees’ job satisfaction toward the work facility employees’ job satisfaction toward work relation between subordinate and leader employees’ job satisfaction toward direction from leader in work employees’ job satisfaction toward the incentive allowance - - - - √ √ √ √ source: the result of initial interview in quality control division of pt x padalarang (2014) based on the explanation and data, the problem studied can be formulated. first, it is how the relationship between leadership and employees’ job satisfaction in quality control division of pt x padalarang is. second, whether there is significant effect of leadership on job satisfaction in quality control division of pt x padalarang. the goal of this research is to find out the relationship between leadership and employees’ job satisfaction in quality control division of pt x padalarang. moreover, this research aims to find out whether there is a significant effect of leadership on job satisfaction in quality control division of pt x padalarang. leadership managerial leadership is defined as a process of directing and affecting activity related to the task of group member (sopiah, 2008). three important implications in leadership are: (1) leadership must involve other people, that are subordinate; (2) leadership covers the distribution of different authority between leader and subordinate; and (3) leader other than legally can give order or direction to the subordinates, also must affect the subordinates with many ways. the dimensions of leadership according to sopiah (2008) consist of: (1) task function, is a function related to something that must be done to choose and achieve goals rationally. the indicators of task function analyzed in this research are leader’s ability to encourage subordinate, leader’s ability to delegate order or authority to subordinate, leader’s ability to achieve target delegated by the highest leader; and leader’s ability to make job description. (2) maintenance function is a function related to the emotional satisfaction which is needed to develop and maintain group, society or for organization’s existence. the indicators analyzed in this research are: leader’s ability to lessen tension the effect of leadership …… (yulia listianti; arif yusuf hamali) 47  in workplace, leader’s ability to monitor employees’ performance, leader’s ability to give direction to subordinate, leader’s ability to set job standard, leader’s ability to create harmony; and leader’s ability to solve problem. job satisfaction job satisfaction is defined as the character (positive) of employees on their work, appeared based on assessment on the work situation (umam, 2012). there are two important elements in job satisfaction: the value of job and basic needs. the values of job are the goals which are achieved in doing work. the value that is wanted to be achieved is the values considered as important by individual. umam (2012) states there are factors affecting employees’ satisfaction and dissatisfaction in working, like: (1) fair salary/reward. the indicators analyzed in this research are: employees’ job satisfaction toward salary according to workload, employees’ job satisfaction toward positional allowance, employees’ job satisfaction toward salary according to position; and employees’ job satisfaction toward salary according to achievement. (2) supporting work condition. the indicators analyzed in this research are employees’ job satisfaction toward facility, employees’ job satisfaction toward direction from leader, and employees’ job satisfaction toward workspace. (3) work relationship. the indicators analyzed in this research are: employees’ job satisfaction toward work relationship between leader and subordinate, employees’ job satisfaction toward work relationship between leaders, and employees’ job satisfaction toward work relationship between subordinates. framework the framework of this research can be seen in figure 1 independent variable (x) dependent variable (y) figure 1 framework hypothesis based on analysis that has been stated, the research hypothesis can be formulated as it is predicted that leadership affect employees’ job satisfaction significantly in quality control division of pt x padalarang. method research method used in this research is descriptive and associative. descriptive research basically is a process of generalization of a research result based on one sample and its research variable is independent, so the hypothesis is not in form of comparison or the relation between two variables or more (sugiyono, 2006). associative research aims to analyze the relation between leadership (x): task function maintenance function job satisfaction (y): fair salary/reward supporting work condition work relationship 48   journal the winners, vol. 16 no. 1, march 2015: 44-56  variables in population through the variable relation data in sample, and the hypothesis is to test the existing correlation coefficient in sample to be applied to all samples taken (sugiyono, 2006). population is generalization of territory consisting of object/subject that have particular quality and characteristic as set by researcher to be studied, and then will be concluded (sugiyono, 2006). population of this research is employees in quality control division of pt x padalarang about 107 people. the sample is the amount and characteristic owned by that population (sugiyono, 2006). the determination of sample uses slovin’s formula in this research, as following: n n 1 n e 2 (1) description: n = the size of sample n = the size of population e = the percent of inaccuracy due to mistake in taking sample that can be tolerated, taken= 10% n 107 1 107 0.1 2 (2) 107 1 1,07 51,69 rounded to 52 people the technique of sampling chosen is simple random sampling, which is a simple random technique because the sampling is done randomly without paying attention to the level in that population, and this is done if the population is considered homogeny (sugiyono, 2006). data used in this research is primary source data and secondary data. primary data is collection of data done directly to the analyzed object to get the answer from the respondents. secondary data is data obtained from company, literature, and other information which are considered relevant and supporting the research. method used to collect data is a closed system questionnaire, which means for each question it is provided with the answers. questionnaire used in this research is likert scale. the scale is made by gradation from strongly disagree (score=1) to strongly agree (score=5). analysis taken in this research is descriptive and associative. descriptive analysis uses weighting analysis, and to find the standard weight value can be done by finding the length of weight range. the standard weight value can be determined by finding the length of weight range from five classifications, as following: r the highest score x the amount of sample the lowest score x amount of sample 5 (3) r = the range of classification r r = 42 the effect of leadership …… (yulia listianti; arif yusuf hamali) 49  the weighting is divided into five levels based on its classification, started from the lowest level t the highest level with weight range 42. the classification of standard weight value is generated in table 3. table 3 the standard weight value weight value category 52 – 93 worst 94 – 135 worse 136 – 177 enough 178 – 219 good 220 261 best source: the result of processing primary data associative analysis is done to see how the effect of independent variable and dependent variable, in his case, the effect of leadership (x) toward job satisfaction (y), by using spearman’s rank formula as following: 1 6∑ (4) r1 = correlation analysis di = difference of two variable n = size of sample the test of correlation coefficient is done to find out the truth of hypothesis presented in this research by using t-test formula: 2 1 (5) r = correlation coefficient n = size of sample t-test is done to prove that leadership variable (independent variable) affects job satisfaction (y variable) significantly, with provision as following: if tcount > ttable,, then leadership affects job satisfaction significantly, or ho is rejected and h1 is accepted. if tcount < ttable,, then leadership does not affect job satisfaction significantly, or ho is accepted and h1 is rejected. 50   journal the winners, vol. 16 no. 1, march 2015: 44-56  the calculation in data analysis in this research uses spss software version 19. the next step is analyzing the correlation to see the effect of leadership on employees’ job satisfaction by using coefficient of determination with this formula: x 100% (6) correlation or cohesion of the relation between free variable and bound variable is classified by riduwan and kuncoro (2007) table 4 interpreting correlation coefficient of r value coefficient interval level of relation 0,80 – 1,000 very strong 0,60 – 0,799 strong 0,40 – 0,599 strong enough 0,20 – 0,399 weak 0,00 – 0,199 very weak source: riduwan and kuncoro (2007) results and discussion validity test on research instrument the result of validity test on x instrument variable is leadership and y variable is job satisfaction stating all is valid, based on the criteria if correlation coefficient or r count > 0,3 with significance degree 5% (α=5%), then the statement is valid. the result of validity test on leadership variable and job satisfaction variable is shown in table 5 and 6. table 5 validity test for leadership variable (x) question r count description ability to make job description ability to achieve target for the highest leader ability to delegate order to subordinate ability to encourage subordinate ability to give direction to subordinate ability to keep work culture ability to create harmony work atmosphere ability to lessen tension or conflict ability to solve problem ability to evaluate subordinate’s performance 0,603 0,632 0.804 0,780 0,838 0,663 0,790 0,640 0,799 0,750 valid valid valid valid valid valid valid valid valid valid source: the result of processing primary data (2014) the effect of leadership …… (yulia listianti; arif yusuf hamali) 51  table 6 the result of validity test on job satisfaction variable question r count description job satisfaction toward positional allowance 0,631 valid job satisfaction toward punctuality of payment 0,734 valid job satisfaction toward salary according to work period 0,680 valid job satisfaction toward salary according to workload 0,703 valid job satisfaction toward workspace 0,553 valid job satisfaction toward direction from leader 0,664 valid job satisfaction toward facility 0,642 valid job satisfaction toward work relationship between subordinates 0,607 valid job satisfaction toward work relationship with leaders 0,538 valid job satisfaction toward work relationship between leaders 0,549 valid source: the result of processing primary data (2014) reliability test on research instrument the result of reliability test on x instrument variable is leadership and y variable is job satisfaction stating all is reliable, based on the assessment criteria on coefficient α – cronbach, if > 0,7 is categorized reliable. the result of reliability test on leadership variable and job satisfaction variable is shown in table 7 and 8. table 7 the result of reliability test on leadership variable reliability statistics cronbach's alpha n of items .901 10 source: the result of processing primary data (2014) table 8 the result of reliability test on job satisfaction variable reliability statistics cronbach's alpha n of items .831 10 source: the result of processing primary data (2014) descriptive analysis the average descriptive result on respondents’ opinion about leadership variable in quality control division of pt x padalarang is in table 9. 52   journal the winners, vol. 16 no. 1, march 2015: 44-56  table 9 respondents’ opinion about leadership variable no dimension indicator response weight average weight 5 4 3 2 1 1 ability to make job description 19 32 1 0 0 226 212 task function ability to achieve target for the highest leader 9 39 4 0 0 213 ability to delegate order to subordinate 7 35 10 0 0 205 ability to encourage subordinate 4 38 10 0 0 202 2 ability to give direction to subordinate 5 35 11 1 0 200 201 ability to keep work culture 2 26 23 1 0 185 maintenance function ability to create harmony work atmosphere 9 35 7 1 0 208 ability to lessen tension or conflict 5 40 7 0 0 206 ability to solve problem 4 41 6 1 0 204 ability to evaluate subordinate’s performance 2 43 7 0 0 203 average 206 source: the result of processing primary data (2014) the average descriptive result on respondents’ opinion about job satisfaction variable in quality control division of pt x padalarang is in table 10. table 10 respondents’ opinion about job satisfaction variable no dimension indicator response weight average weight 5 4 3 2 1 1 job satisfaction toward positional allowance 3 27 20 2 0 187 197 fair salary/reward job satisfaction toward punctuality of payment 8 29 13 2 0 199 job satisfaction toward salary according to work period 8 33 9 2 0 203 job satisfaction toward salary according to workload 6 31 14 1 0 198 2 supporting work situation job satisfaction toward workspace 14 35 3 0 0 219 213 job satisfaction toward direction from leader 10 36 6 0 0 212 work relationship job satisfaction toward facility 6 39 7 0 0 207 3 job satisfaction toward work relationship between subordinates 7 36 9 0 0 206 202 job satisfaction toward work relationship with leaders 2 26 24 0 0 186 job satisfaction toward work relationship between leaders 12 34 5 1 0 213 average 204 source: the result of processing primary data (2014) the effect of leadership …… (yulia listianti; arif yusuf hamali) 53  associative analysis the effect of leadership toward employees’ job satisfaction in quality control of pt x padalarang can be seen by using spearman’s rank correlation analysis. the result of correlation analysis by using spss software version 19, with r value = 0,679 is shown in table 11. table 11 correlation analysis (nonparametric correlations) correlations leadership job satisfaction spearman's rank leadership correlation coefficient 1.000 .679** sig. (2-tailed) . .000 n 52 52 job satisfaction correlation coefficient .679** 1.000 sig. (2-tailed) .000 . n 52 52 **. correlation is significant at the 0.01 level (2-tailed). source: the result of processing primary data (2014) the result of spss in table 11 shows that the result is significant on significance level α = 5% (sig. value (2-tailed = 0,000 is smaller than 5%), which means there is an effect of leadership toward job satisfaction significantly in quality control division of pt x padalarang. the hypothesis test is done to find out the truth of hypothesis presented in this research by using t-test, as following: 2 1 (7) where: r = 0,679 n = 52 so: 52 2 1 0,679 , t = 6,540 the value of that t count is compared to t table, based on the table of distribution that t for db = 52-2 = 50, α = 0,05. for the test of two parties, it is obtained t = 2,009. the calculation shows the value of t count is bigger than value of t table which is 6,540>2,009, then ho is rejected and ha is accepted. therefore, the hypothesis presented in this research is right, which is leadership affects employees’ job satisfaction significantly in quality control division of pt x padalarang. next is to find out the relation level, based on the criteria in table 11, with r value = 0,679, then this relation is in strong relation criteria. from this result r = 0,679, it is to state the dimension of x variable (leadership) toward y variable (job satisfaction), determined by coefficient of determination, as following: 54   journal the winners, vol. 16 no. 1, march 2015: 44-56  cd = r2 x 100% = (0,679)2 x 100% = 46,10% based on the calculation, with 46,10 %, it means this research shows leadership affects job satisfaction about 46,10%, while the rest about 53,90% is affected by other factors that are not analyzed in this research. conclusion according to the result of the research and explanation, it can be concluded that there is a significant correlation between leadership and job satisfaction in quality control division of pt x padalarang with correlation coefficient r = 0,679. based on the champion criteria with r value – 0, 679, this relation is categorized as strong. from the coefficient of determination, it is obtained r2 = 0,4610, which means leadership affects job satisfaction about 46,10%, while the rest about 53,90% is affected by other factors that are not analyzed in this research. the result of hypothesis test using t-test shows value of t count is bigger than value of t table (6,540>2,009), thus ho is rejected and ha is accepted. those results approve the hypothesis in this research that there is positive effect of leadership toward employees’ job satisfaction in quality control division of pt x padalarang. the suggestions that can be given in this research to the management of pt x padalarang are, first, the existing leader should give clear direction to the employees so they can do their task well. second, the existing leader should seek ways to keep working culture to improve employees’ achievement. third, the existing leader should move fast in solving the employees’ problem in work and be cooperative in hearing aspirations from employees, to create good and conducive relation between leader and subordinate. fourth, the existing leader should give positional allowance which has not been given to employees, and apply policy to give salary in accordance to the severity of task loaded for employees. managerial implication the management of pt x padalarang should do more efforts to improve the quality of managers or supervisors, so they can perform the role and function of leadership more effectively and optimally in company. the efforts that can be done are engaging the leaders of company in manager and supervisor level in leadership training and equipping them with emotional and spiritual quotient, hold by internal company and other institutions. the existing leader should formulate again the policies related to employees’ welfare to achieve their job satisfaction during working in company. research limitation the limitation of this research, considering the result, shows leadership affects job satisfaction about 46, 10% while the rest 53, 90% is affected by other factors, then for the future researchers, they can do a research by adding different free variable (x), like compensation and promotion that can affect employees’ job satisfaction. the measurement for leadership and job satisfaction variable can be measured from the respondents’ perception about their superior’s leadership and their own job satisfaction, so the answer can be biased because those employees tend to evaluate subjectively. for future research, it is expected that the measurement of leadership and job satisfaction variable can use questionnaire that is not only for employees as the respondents, but also for leader or direct superior from the related respondents. the effect of leadership …… (yulia listianti; arif yusuf hamali) 55  references   alam, t.m. 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(2011). pengaruh gaya kepemimpinan transformasional pada stres kerja dan kepuasan kerja karyawan bank of tokyo – mitsubishi ufj cabang jakarta. tesis. yogyakarta: program studi magister manajemen fakultas ekonomika dan bisnis universitas gadjah mada.  microsoft word 04_parulian sihotang_longitudinal analysis.doc journal the winners, vol. 4 no. 2, september 2003: 94-111 94 a longitudinal analysis of the indonesian production sharing contracts (psc): the question of economic accountability parulian sihotang1 abstract the article objective is to describe a longitudinal analysis of the indonesian production sharing contracts (psc). article presents the history of petroleum contractual agreements in indonesia, selected indicators to evaluate pscs performance, the statistical techniques used to analyze the data, statistical results, operational indicators, discussion of results and linkage to concept of accountability. the conclusion is the longitudinal study on the pscs performance over the last 30 years have indicated that the current structure of the agreements seemed to have failed in supporting the dynamic contractual accountability between the host country and the focs. the pscs lacked the capability to promote both host country and focs’ interests in a fair and reasonable way. keywords: production sharing contracts (psc), contractual accountability abstrak penulisan artikel bertujuan untuk mendeskripsikan analisis longitudinal production sharing contracts (psc). dalam artikel ini dibahas sejarah perjanjian kontrak minyak di indonesia, indikator terpilih untuk mengevaluasi production sharing contracts (psc), teknik statistik yang digunakan untuk menganalisis data, hasil statistik, indikator operasional, diskusi hasil dan kaitan konsep akuntabilitas. simpulannya, studi longitudinal tentang production sharing contracts (psc) lebih dari 30 tahun telah mengindikasikan bahwa struktur perjanjiannya telah gagal dalam mendukung kontrak akuntabilitas dinamis antara negara tuan rumah dan kepentingan focs’ yang adil dan masuk akal. kata kunci: production sharing contracts (psc), akuntabilitas kontraktual 1 staf pengajar institut pendidikan auditor internal indonesia & jurusan manajemen, fakultas ekonomi, ubinus, jakarta a longitudinal analysis of the indonesian production… (parulian sihotang) 95 introduction this article analyzes the performance of the indonesian pscs since their inception in 1967 in order to shed some light on (1) how well-fitted the indonesian pscs, in their current structure and substance, have been in supporting the dynamic contractual accountability between the host country and the focs for the last 30 years in order to promote each party’s interests in a fair and reasonable way; (2) the role of the indonesian pscs in developing the up-stream activities in indonesia over the last 30 years; (3) how changes in the terms and conditions of the indonesian pscs have led to changes in the up-stream sector’s performance; and (4) whether the changes in pscs terms and conditions have done more good than harm for developing an accountable and transparent government-led management of the indonesian petroleum industry. the history of petroleum contractual agreements in indonesia rochmat (1981) revealed that the historical development of contractual arrangements in the oil and gas sector in indonesia can be divided into three eras: the era of concessionary contract, that of contract of work, and that of production sharing contracts. i. concessionary contracts johnston (1994) argued that: “concessionary systems, as the term implies, allow private ownership of mineral resources”. under these systems the government transfers the title of the minerals to a company if they are produced. the company is then subject to payment of royalties and taxes. prior to 1960, exploration and exploitation in the field of mining including oil and gas in indonesia were governed by the rules of law as stipulated in the indies mining law of 1899. under this law of 1899, petroleum exploration was based on concessions in which the colonial government granted petroleum ownership rights to foreign companies in return for (surface) tax and royalty. the concession, in effect, surrenders part of a nation’s sovereignty to concessionaire (machmud, 2000). under this agreement, the government did not interfere with the domestic affairs of the concessionaire and acted merely as a tax collector. ii. contract of work (cow) the main characteristics of these contracts of works included as follows. (1) a requirement for minimum exploration commitment. (2) a mandatory relinquishment of 25 per cent of the area after five years of exploration and another 25 per cent after 10 years. (3) the requirement that the title of oil passed to the foreign company at the point of sale. (4) a 60 per cent/40 per cent profit split in favour of indonesian government after cost recovery. (5) a signature and production bonus of $5million, respectively, for new areas. (6) the foreign oil companies were to act as the exclusive sales agent to market the oil but the national oil company reserved the right to elect to take 20 per cent of the aggregate production in kind. (7) the title to equipment was to belong to the foreign company until fully depreciated. journal the winners, vol. 4 no. 2, september 2003: 94-111 96 (8) the foreign companies agreed to supply the indonesian domestic market with crude oil and refined products at cost plus fixed fee. (9) the status of the foreign oil company was as contractor to the national oil company (noc), but the foreign company still retained the management control of the petroleum operation. the cow is based on the principle that sovereignty over natural resources is vested in the state until the point of sale. this type of agreement also obliged the companies to relinquish their existing concessions to the government and turned them into contractors for the state companies. iii. production sharing contracts (pscs) the production-sharing agreement was devised by dr. ibnu sutowo (rochmat, 1981; bee,1982; johnston, 1994). there are several differences between the cow and psc. if the cow was signed by the government, the pscs were signed by the national oil company. pscs are not subject to ratification by the parliament but must be approved by the president of indonesia. the national oil company, is therefore, active in all fields and phases of the operations. iv. characteristics of pscs indonesia is believed to be the first country to apply production sharing to petroleum operations (barrow, 1993). the first production sharing agreement was signed in 1966 with international indonesian american petroleum company (iiapco) a small independent company compared to the big former concession holders in indonesia. the basic structure of the indonesian pscs reflects the following features. (1) management is vested in the national oil company, pertamina. contractors, mainly foreign oil companies, are the operators who are responsible to pertamina for operations in accordance with agreed work programs and budget. (2) the contractor provides all financial and technical assistance for petroleum operations, and carries the risk of operating costs. (3) the contractor prepares a work program and budget of operating costs annually to be agreed with pertamina. (4) all equipment purchased by the contractor becomes the property of pertamina when landed in indonesia, although leased equipment is exempt. (5) pertamina has the title to all data obtained from the operations. (6) the contractor pays indonesian taxes on income. pertamina reimburses the contractor for other taxes paid in conducting operations. (7) the contractor is to supply indonesia’s domestic requirement for crude oil, called the domestic market obligation (dmo). v. pscs generations barrow (1993) argued that indonesian pscs have evolved over three generations; pscs generation-1 lasted for 10 years from 1966 to 1976, pscs generation-2 lasted for 11 years up to 1987, while those of generation-3 lasted from 1988 to 1999. a longitudinal analysis of the indonesian production… (parulian sihotang) 97 1. first generation 1966 to 1976 the first generation psc was introduced in 1966. the principal features of the 1966 to 1976 pscs include bellows. a. pertamina had the final management by approving work program,budget and plan of development. b. all equipment bought by the contractor and imported into indonesia automatically became the property of pertamina. however, the contractor had the first right of use of assets as long as they were required for operations. c. contractors having more than one working area in indonesia could not consolidate financial results for calculating their obligation to the government. this ring fence has continued in subsequent generations of the pscs. d. under the simple first generation of pscs, cost recovery was limited to 40% of production. the remaining 60% of production were shared between the government (65%) and the contractor (35%). the 35% was a clean share, or an after-tax income for the contractor, as the national oil company assumed the tax obligation. however, above the production level of 75, 000 barrel of oil per day (bopd), the formula became 67.5%/32.5% in favour of the government. e. contractors were obliged to deliver oil to the domestic market up to a maximum of 25% of their 35% share of total production, for which they received a fee of $0.20 per barrel. the psc was amended in early 1974 owing to the rapid oil price increase in 1973. the balance between the actual price and the base price, multiplied by the contractor’s equity share, was split 85 to 15 in favour of the government. in 1975 a us tax ruling disallowed tax credits for corporate taxes paid in indonesia by the contractors under pscs. consequently, negotiations to amend the pscs took place in 1976, and the second generation was introduced. 2. second generation: 1976 to 1988 under the second generation, pscs the basic principles remained the same but cost was now calculated on the accepted accounting principles without a 40% ceiling. in other words, there was a 100% cost recovery. the remaining revenue was split 85 to 15 in favour of the government. the idea of depreciation and amortization was introduced in determining total cost recoveries. under the new scheme, cost recovery consists of all current year non-capital cost, the amortization of carried-forward non-capital costs (the carried-forward non-capital costs include pre-1976 contractors’ un-recovered expenditure carried forward to subsequent years) and the depreciation of capital costs. the capital costs were depreciated using ddb (double declining balance) at different percentages depending on the capital asset groupings/classifications, while the carriedforward non-capital costs were depreciated using sld (straight line declining) over the remaining useful life. determining cost recovery based on accepted accounting principles without ceiling created complications when oil prices started to fall in the early 1980’s; a new field, with high costs and a small reserve, might not provide income to the government during the entire lifetime. therefore, to protect the government’s income, the national oil company created a new rule, the ‘declaration of commerciality’, in which a new field could only be declared ‘commercial’ for development if there was at least 49% of the cash flow for the government. contractors were generally unhappy with this requirement due to the fact that such declaration was unilaterally journal the winners, vol. 4 no. 2, september 2003: 94-111 98 determined under the authority of pertamina. if pertamina declared that a field was not commercial, it meant contractors could not recover all their operating expenditures. this new rule contained many loopholes for collusion and corruption that added more inefficiencies to the industry (oon, 1986; barnes, 1995). due to these weaknesses, the third generation of pscs was introduced to help solving them. 2. third generation: 1988 to 1999 in 1988, the government issued some incentives to enhance oil exploration activities, creating the ‘third generation’ pscs. there were some basic changes to this generation compared to the previous generation. for special conditions such as for pre-tertiary layers in frontier areas, the 85% minimum government take was reduced to 75%. the take for small fields in conventional areas was reduced to 80% and to 75% in frontier areas. the dmo fee, which had been $0.20 per barrel in previous generations, was increased to 10% of export price, and in 1992 it was increased again to 15% of export price. however, for the first five years full export price was given. at the same time, based on the 1984 tax law, contractor’s tax rate was reduced from 56 to 48 per cent thereby resulting in a reduction of the ‘gross up’ in kind received by the contractors (from 34.09 to 28.85 per cent). during this generation, as a ‘floor’ for government revenue and to eliminate the ‘commerciality’ issue, the ‘first tranche petroleum’ (ftp) concept was introduced in 1988. under this concept, the first 20 per cent of production was subject to production sharing before cost recovery. this 20 per cent ftp was split between the government and the contractor, based on the prevailing psc arrangement. in 1988, 1989, 1992, 1993 and 1994, the government issued a series of exploration incentives packages designed to encourage new exploration in high-risk areas especially in the eastern part of indonesia. the government issued improved contract terms, first on 31 august 1988, then on 22 february 1989 and later on 31 august 1992. for example, in the 1988 package the investment credit became 110% for oil and 55% for gas for new pscs, both standard and frontier/deepwater, while in the 1989 package, crude production from pre-tertiary reservoir rock was divided on the basis of incremental sliding scale (crude productions up to 50,000 b/d are divided 80/20, from 50,000 – 150,000 b/d using 85/15 and over 150,000 b/d using 90/10 in favour of government). the 1992 incentives contained improvements to existing contract terms which were designed to increase exploration activities particularly in high-risk frontier areas. for example, there was a 125% incentive credit for exploration in water depth in excess of 1,500 meters. the 1993/1994 incentive packages were aimed at stimulating exploration in the eastern part of indonesia. for example, the ftp was reduced from 20% to 15%. vi. the new oil and gas law in november 2001, the indonesian parliament finally passed a new oil and gas law to replace the two previous laws (law no.44/1960 and no.8/1971) despite a chorus of criticism against it from a number of special interest groups such as noc, local authorities and environmental groups (jakarta post, 2001). the new law is aimed at liberalizing the oil and gas sector by scrapping a 30-year monopoly held by the national oil company, pertamina. a longitudinal analysis of the indonesian production… (parulian sihotang) 99 the bill promises a fundamental change in the governance of indonesian’s petroleum industry by establishing two new government agencies: implementing and regulatory body. the implementing body is assigned to regulate up-stream sector and take over pertamina’s role in dealing with foreign oil companies, while the independent regulatory body will manage domestic fuel supplies and distribution. the law states that pertamina must become a limited liability company within two years, thus forcing it to compete with domestic and international companies. under the new law, the investor may enter a cooperation contract, not necessarily limited to a production sharing agreement, as long as such a contract is beneficial for the country. selected indicators to evaluate pscs performance two indicators were selected in order to evaluate the degree of up-stream activities and performance under the indonesian pscs: financial and operational indicators. financial indicators include government share (both in relative and absolute terms), contractor share (both in relative and absolute terms), cost recoveries, contractors’ profits and total exploration expenditure. operational indicators include seismic activities, exploratory wells completed, total proven and probable reserve, total crude production and the total pscs approved and signed by the government. i. financial indicators in this study, financial indicators include government share and contractor share which consists of contractor profit and cost recoveries as defined in the literature (johnston 1994;barrow, 1993; bindemann, 1999). government share, used interchangeably with government take, includes all revenues for the government under the pscs such as royalties, bonuses, ftp, tax, profit oil or revenue, but excludes dmo. cost recoveries consist of all non-capital expenditure and a portion of capital expenditure claimed by contractors under the accounting rules and procedures stipulated in exhibit c of the pscs, while contractor profit means net of tax profit oil distributed to the contractor. government share proportion, which is the proportion the government share to the sum of government share, and contractor share was also used in the analysis. in this case, government share proportion is 100% minus contractor share proportion. these variables were used as dependent variables in order to see if there was a significant relationship between them and independent variables such as “the generation” of the pscs, the region where the operators are doing their exploration, the working area (onshore or offshore), the international oil price, the size and owner of the operators to see if there is (are) significant relationship(s) between them (size category uses the level of exploration, development, and production expenditure, while ownership refers to the majority interest held by shareholders in the home country). in addition, the possibility of that changes in the pscs terms and conditions have influenced the level of government share and contractor share was also investigated. for the purposes of this analysis, financial data were provided by the bureau of finance and economic of pertamina mps. these data regarding the financial performance of each of the producing contractors covered a period 1967 to 1999. one potential weakness of this study is that these data were supplied by an official source rather than an independent one and as such, the validity and reliability of the data could be called into question. however, this is the only source of data available for the researcher or for other institutions interested in conducting research on the indonesian pscs. journal the winners, vol. 4 no. 2, september 2003: 94-111 100 ii. operational indicators to investigate how changes in the pscs terms and conditions have influenced the indonesian up-stream activities, some operational indicators were selected. they include the length of seismic achievements, exploration wells completed, total reserves secured, total crude production and total units of pscs signed by the government. as pointed out by mahmud (1997), these operational indicators are believed to be closely related. for example, increased seismic activities permit the identification of more potential structures, which involves more exploration activities in order to discover deposits. this, in turn, is reflected by more exploration wells completed. in other words, one could fairly expect more petroleum reserves as a result of more exploration activities. in addition, production is also expected to increase if more reserves are found. finally, total pscs approved and signed by the indonesian government could arguably be used to assess the attractiveness of the up-stream sector. as with the financial indicators, data related to these operational indicators were also provided by the bureau of finance and economic of pertamina mps. unfortunately, the data available for analyzing the operational performance consisted of total annual data for all producing contractors, which covered a period from 1967 to 1999. therefore, the analysis was based on the aggregate data number for all contractors rather than on individual data for a specific year. this could be another weakness of this study in addition to the fact that all data come from official resources rather than independent source. the statistical techniques used to analyze the data i. general linear model (glm) glm is generally used to identify how some independent variables may have significantly influenced other dependent variables using a certain confidence level. in this study, a glm was estimated to see if independent variables such as (1) generation of the pscs; (2)regions; (3)working areas; (4) international oil price; (5) size of the companies and (6) ownership of the companies had a significant influence on government share, contractor profits and cost recoveries. ii. one-way analysis of variance (anova) as mentioned in the preceding sections, the terms and conditions of the indonesian pscs have evolved over three generations: generation 1 (1966-1977), generation 2 (1978-1987) and generation 3 (1988 – 1999). these changes were believed to have come about as the result of both national and international influences (barrow, 1993; mahmud, 1997; bindemann, 1999). one-way anova was used to make inferences about the means of selected indicators of the pscs at a 5% level of significance. the test was intended to assess whether the means of each selected indicator for the three generations were equal. this test will hopefully shed some light on the effects of the changes in the psc terms to the up-stream sector performance (kruskal wallis one-way anova test was used as an alternative to simple factorial experiment). iii. multiple comparison tests multiple comparison tests (scheffe method) with significance at 5% level were used to identify and analyze statistically significant relations among period means for each selected indicators and a longitudinal analysis of the indonesian production… (parulian sihotang) 101 selected periods (the scheffe method was used because it is the most conservative one (ryan and joiner, 1994). statistical results: financial indicators government share table 1 reveals the results from a glm, which was estimated to investigate whether certain factors have influenced the government share over the last 30 years. regions where explorations have taken place, working areas (onshore versus offshore), international oil price, size of the companies, and ownership of the oil companies appear to significantly influence the total government share, as indicated by p-values of less than 0.05. quite surprisingly, however, the different pscs generations do not seem to have significantly influenced the total government share, as indicated by a p-value larger than 0.05 (however, using one-way anova, however, pscs generation appear to have a significant influence on the level of government share, as indicated by a p-value of less than 0.05). in other words, changes in psc terms, if combined with other independent factors do not seem to have significantly affected the government share. the rsquared of 0.491 disclosed in the table means that all six independent variables can explain 49.1% of the variability in the government share. this result is a good indication of a strong relationship according to ryan and joiner (1994). table 1 glm anova for government share analysis of variance for government share, using adjusted ss for tests source df seq ss adj ss adj ms f p region 9 11.36487 3.33312 0.37035 13.03 0.000 generation 2 1.70380 0.12627 0.06313 2.22 0.109 wrk.areas 1 0.20883 0.11817 0.11817 4.16 0.042 size 2 1.06029 1.24610 0.62305 21.91 0.000 oilprice 1 0.65020 0.66900 0.66900 23.53 0.000 ownership 4 3.33518 3.33518 0.83380 29.33 0.000 r-squared = .491 (adjusted r squared = .474) table 2 presents both the government share and contractor share during the three generations of pscs. table 2 means for government and contractor share generation government share (%) rank contractor share (%) rank 1 0.4486 2 0.5514 2 2 0.5749 1 0.4251 3 3 0.4240 3 0.576 1 journal the winners, vol. 4 no. 2, september 2003: 94-111 102 from the table it can be seen that there was an increase in the government share in pscs generation 1 from 44,9 per cent to 57.5 per cent in psc generation 2. however, in pscs generation 3 government share decreased to 42.4 per cent. the main message here is that changes in pscs over three generations have had a tendency to benefit more the contractors than the host government. this phenomenon can be clearly seen in from figure 1 which shows that the government share, particularly since 1981, has tended to decrease, despite the high international price, while the contractor share has tended to increase. as far as the oil producing regions are concerned, table 3 reveals that, over the last 30 years, the contractors operating in central sumatera are those that have contributed the highest revenue proportion for the government (64.72%), followed by those in irian jaya (54.98%), western java (51.68%), and eastern kalimantan (51.12%). table 3 government share by regions regions governmet share (%) rank government share (in us$ 000) rank central sumatera (riau) 0.647 1 772,767.00 1 eastern java 0.093 9 14,982.00 7 eastern kalimantan 0.511 4 298,103.00 4 irian jaya 0.550 2 125,574.00 5 jambi 0.097 8 5,656.00 8 maluku 0.188 7 1,441.00 9 northern sumatera (aceh) 0.437 5 478,220.00 3 southern sulawesi 0.409 6 372.00 10 southern sumatera 0.035 10 117,289.00 6 western java 0.517 3 500,714.00 2 a longitudinal analysis of the indonesian production… (parulian sihotang) 103 working areas of the focs appear to have significantly influenced the amount of oil revenue contributed to the government, as indicated by a p-value of 0.043 at a 5% confidence level. table 4 presents the proportion of total revenue transferred to the government based on the working area of the contractors. table 4 government share by working areas working area government share (%) rank government share (in us$ 000) rank onshore areas 0.467 2 349,307 1 offshore areas 0.488 1 333,648 2 contractors operating in offshore areas seem to have contributed more revenues to the government than those in onshore areas over the last 30 years (48.8% versus 46.7%). in pscs generation 1, companies operating onshore have contributed us$ 191,331,000 on average to the government; this is more than 200 times greater than that contributed by those operating offshore, with a mean us$ 93,057,000. however, in pscs generation 2, those operating offshore have contributed the most with a mean of us$534,356,000 (see table 2, appendix 2). table 5 reveals that large contractors have contributed the most total revenue for the government. large companies have supplied more than 50% of their total revenues, while medium and small companies have contributed less than 50%. given that a high proportion of government revenue comes from large companies, it is quite understandable if large companies have a strong bargaining position in influencing government policy of the industry. table 5 government share by size of the operator size of the operator government share (%) rank government share (in us$ 000) rank small 0.182 3 1,211 3 medium 0.441 2 136,524 2 large 0.541 1 522,097 1 contractor profit table 6 presents means for total contractor profits based on the ‘generations’ of the pscs, the regions, the working areas, the size and the ownership of the focs over the last 30 years. table 6 means for contractor profit category us $ 000 rank generation 1 58,267 3 journal the winners, vol. 4 no. 2, september 2003: 94-111 104 table 6 means for contractor profit (continued) 2 99,012 1 3 63,861 2 regions central sumatera (riau) 123,462 2 eastern java 6,782 7 eastern kalimantan 82,383 3 irian jaya 15,391 6 jambi 2,181 8 maluku 239 10 northern sumatera (aceh) 172,866 1 southern sulawesi 1,239 9 southern sumatera 19,590 5 western java 81,153 4 working areas onshore areas 82,241 1 offshore areas 59,023 2 size of the operator small 387 3 medium 27,067 2 large 111,623 1 ownership us 130,913 1 uk 55,712 3 france 85,470 2 canada 6,137 5 others 20,691 4 from the table it can be seen that there was an increase in contractors’ profits from a mean us$ 58,267,000 in pscs generation 1 to us$ 99,012,000 in generation 2, which represents an increase of 41.15%. however, in pscs generation 3 contractor profits decreased 35.5% to only us$ 63,861,000. operational indicators table 7 illustrates how the operational activities of the petroleum industry have developed over the last 30 year. in particular, the table details indicators such as the length of the seismic achievement, total exploratory wells, total oil reserves, total crude oil production and the total unit of contract signed between the host government and the focs. a longitudinal analysis of the indonesian production… (parulian sihotang) 105 table 7 anova for pscs operational indicators (1967-1999) selected indicators one-way anova kruskal wallis test of significance at 5% level multiple range test (scheffe method) at 5% level period means period means gen.1 gen.2 gen.3 gen.1 gen.2 gen.3 anova kw seismic 38,979 45,528 136,494 42,058 42,459 75,565 0.01 0.00 gen 3 > gen 1; gen 3 > gen 2 exploratory wells 119.70 183.55 127.42 142 185 124.50 0.01 0.03 gen2> gen3>gen1 reserve 3,186 7,038 10,091 3,156 7,850 10,066 0.00 0.00 gen2> gen3>gen1 crude oil production 971 1,491 1,531 890 1,415 1,568 0.00 0.00 gen 3> gen1; gen 2> gen1 unit of contract 6.22 9.27 13.33 5.00 9.00 14.50 0.00 0.01 gen 3>gen1; gen3>gen2 discussion of results and linkage to concept of accountability i. contractor share increases at the expense of government share? as discussed previously, in the pscs generation 1 (1967-1976) the average government share was 44.86%, while for generation 2 (1978-1987), it was 57.49% and for generation 3 (19881999), it was 42.40%. quite surprisingly in 22 of 33 years, the host government proportion of the petroleum revenue was less than 50%. by contrast, for the majority of this period the contractor share, consisting of profit and cost recoveries was, more than 50%. the highest government share was 68% in 1981, while the lowest share was only 36.5% in 1998. as has been previously discussed, the government share since 1981 has declined while the contractor share has increased. for a while, changes in the terms and conditions of the pscs in the second generation has increased the government share. unfortunately, the increase did not last long enough. the trend line of government share in the figure indicates that from 1981 onwards, despite high international oil prices, the government share has decreased. the high international oil price since 1974 seems to have actually brought more benefits to the focs than to the host government. a series of exploration incentive packages introduced by the government at the beginning of the 1990s to attract more investment in the petroleum sector appears to have been unsuccessful in increasing the government share. indeed, the incentive packages have increased the contractor share. however, an increase in contractor share seems to have been at the expense of a decrease in government share. the introduction of a new scheme for calculating cost recoveries in 1977 to replace the 40% cap in cost recoveries and the apparent weakness of government control on the implementation, seem to have caused a loss of government portion (sihotang, 2003). one argument is that this new cost recovery scheme has presented a number of loopholes that can be exploited by contractors to inflate their cost (recoveries) which eventually causes huge inefficiency to the industry. furthermore, the changes in the content of the pscs do not seem to have added value to the petroleum industry since the current structure of managing the petroleum industry-with the noc (now bp) as manager and focs only as contractor to noc (now bp) does not have enough capability and competence for effective control. in this respect, one could journal the winners, vol. 4 no. 2, september 2003: 94-111 106 argue that, in order for the changes in the content of the pscs between the host country and focs to add value to the industry, the current accountability relationship between them needs to be properly re-structured (see also laughlin, 1990 and 1996). pscs as tool for implementing contractual accountability relationship between host country as principal and focs as agents has to provide structure that can balance the principal’ unquestioned right to control the behaviour of the agent’ (laughlin, 1996) and the agent’s freedom to pursue whatever actions that seem appropriate (stewart, 1984). the changes in terms and conditions of pscs over their three generations seem to be unable to eliminate the unbalance revenue share between the host country and focs. this could be as a result of the psc emphasis on probity accountability base of stewart (1984), which focuses too much on legal meaning of the contract. pscs’ changes in terms and conditions over the last 30 appear to lack capability to provide industry mechanism and practices to achieve performance and policy accountability bases in indonesian petroleum industry (stewart, 1984) (more about accountability issues could be found in stewart (1984) and laughlin (1996)). as a result, the whole accountability relationship between the host country and focs seem to have failed in adding value in the indonesian petroleum industry for equal benefits of both host county and focs. in addition, the notion of low trust in the accountability relationship in indonesian petroleum industry may lead the host country to exert greater control over the behaviour of the agent through more formal and sophisticated systems and procedures (fox, 1974; laughlin, 1996). in comparison to a previous study by bindenman (1999) on pscs economic performance over the period 1966 to 1998, the government share contributed from the indonesian pscs is actually below both regional and worldwide averages. for example, in asia, the average government share ranges from a minimum of 55.85% to a maximum of 71.79% (in her study, she reported the contractor share rather than the government share. indeed, the government share is 100% minus the contractor share. she also reported contractor share in other regions such as in central america (36.57% to 64.71%), eastern europe (37% to 51.93%), middle east (15.75% to 27.80%), in north africa (18% to 38.67%) and south central africa (29.17% to 55.69%)). while indonesian pscs range from a minimum of 36.5% to a maximum of 68%. bindeman (1999) argued that one possible explanation for a low government share is the focs’ operating inefficiency caused by a lack of effective industry infrastructure, such as a lack of reliable host country control mechanisms and a lack of best practice guidelines in all aspects of the industry’s activities. it is clear from this argument that the government’s structure and strategy for managing the industry needs to be urgently reformed in order to find ways to add more efficiency to the industry. government management control of the industry needs to focus more on operational efficiency issues rather than on narrow financial compliance. in order to add more efficiency to the industry, not only does there have to be a strong government control in place, but also industry best practice guidelines and indicators need to be introduced and developed. the trendline for the contractor’s net profit and cost recoveries over the last 30 years indicated that the average cost recoveries were higher than that of contractor profit, especially since 1977 when a new cost recovery scheme was introduced. it seems there are at least three possible explanations for this. first, the contractor possibly expanded their exploration and development in such frontier areas as deepwater offshore that requires very intensive capital. second, the contractor’s operations are possibly not efficient. third, there could be a combination of the two. one can argue that third reason could be most plausible since the average cost recovery a longitudinal analysis of the indonesian production… (parulian sihotang) 107 and exploration cost per barrel of crude oil has been increasing over the last 30 years. this should not have been the case if contractors’ operations, as a result of their long learning curve, were efficient. even worse, the government supervisory and control ability has been so ineffective and incapable of doing the proper job to manage the focs’ operations (oon, 1986). according to oon: “there may indeed be a trend towards an apparent new accommodation between the foreign company and host government, but this does not mean that the latter has necessarily secured a markedly greater share of the benefits from the extractive operation. preoccupation with obtaining formal ownership and control over the extractive operation has not meant that real control has in fact been exercised” (p.220) once again, the issues of industry best practice and strong government control are central if the petroleum industry is to operate efficiently for the benefit of both the host government and the focs. this issue of oil industry best practice was also raised by bindenman (1999) when she pointed out: “the host government’s main concern in the context of uncertain exploration and development is that foc applies best-practice methods during both stages in order to maximize total production. and they [host government] can ensure this by having the capability for monitoring the operation…” (p.86). ii. role for local authorities and people the longitudinal analysis on the petroleum industry performance for the last 30 indicates that there have been only four regions that have contributed the majority of oil revenue to the host government. they include central sumatera, west java, northern sumatera and eastern kalimantan. yet, for the last 30 years, the central government has ignored the interests and aspirations of these regional governments and their local people. as a result, all of these regions are now desperately asking for the right to get involved in managing the petroleum industry through a variety of mechanisms. northern sumatera, especially in the aceh sub-region, has been the most troubled area. trouble in this area has prevented the focs from operating its main gas fields for more than one year in 2001 that have caused million losses both for the government and the contractor (financial times, 2001). as argued by bennet and sellgren (1992) the vertical transfer of central government authority to the local authority (also known as decentralization) in managing strategic natural resources such as oil and gas will open the way for local people get involved in the monitoring and control functions of the natural resources. in the context of developing countries, they further argued that failure to accommodate the interests of the local authority and its people in the decision-making structure could cause social unrest that will create inefficiency in the industry. similarly, korten (1995) argued that the local community has to be empowered to create localized economies. in this sense, he further argued that the system of global co-operation has to be transformed to empower the local since: “development depends on the people’s ability to gain control and use effectively the real resources of their localities...yet most development interventions transfer control of local resources to even larger and more journal the winners, vol. 4 no. 2, september 2003: 94-111 108 centralized institutions that are unaccountable to local people and unresponsive to their needs “(p.5). in fact, since 1998 there have been enormous efforts by the indonesian central government to proactively respond to the aspirations of the local people and authority. these efforts culminated in 1999 when the parliament passed two laws, which were intended to empower the role of the local governments in indonesia. these two laws consist of law no.22/1999 regarding the ‘regional government autonomy’; and law no.23/1999 regarding the ‘balance budget for central government and regional government’. law no.22/1999 states that the regional governments have the power to manage all natural resources in the regions, except oil and gas. in other words, managing the petroleum industry is still under central government authority. there is speculation that the exclusion of the regional government from managing oil and gas activities management is due to the intensive lobbying by the major focs who see that the active role of the regional government in managing the petroleum industry will do more harm than good (the jakarta post, 2001). indeed, law no.23/1999 states that the regional government will get 15% of the total petroleum revenue resulting from the region after the contractor takes its share. however, the regional governments also claim that their voices need to be heard and their interests need to be accommodated in petroleum management. this phenomenon adds credibility to the introduction of a new structure of accountability relationship between the host governments (central and regional governments) and the focs. iii. dominant role for foreign influence us, uk, and french oil companies have been the largest revenue contributors to government coffers over the last 30 years, with those from the us being the largest. one can argue that these foreign companies will also bring with them their own self-interest agenda to influence the way a country like indonesia manages the industry (ikenberrry and kupchan, 1990). this phenomenon was also supported when looking at comments of some local experts during the discussion of a new oil and gas law in indonesia when they suspected that “this new oil and gas law is actually for the benefit of foreign interests” (jakarta post, 2001). under the new law, the role of petroleum management has transferred from pertamina to the government. although this is intended to increase industry efficiency by abolishing the dual conflicting role of the noc, it could potentially do more harm than good for the future of the industry in indonesia if the government lets itself be guided by these foreign interests (mikesell, 1971; mackay and mackay, 1975). moreover, it is going to be very difficult for the government to keep free from the influence of foreign interests in managing the industry, given that 90% of indonesian petroleum working areas are controlled by foreign operators, and that focs produce in excess of 95% of the country’s oil and gas (pane, 2000; machmud, 2000), therefore, government regulation of the industry needs to be strengthened by introducing industry best practices in all important areas (noreng, 1980). in this way, foreign interests may be neutralized (aharoni, 1986; oon, 1986). given foreign companies have dominated the indonesian petroleum industry for the last 30 years, it may well be that any industry best practices that is introduced will be influenced heavily by the practices of those companies. however, evidence revealed from studies by hove (1986) and parera (1989) should be borne in mind; they claimed that the exploitative and colonizing tendency of developed countries might be seen in the name of harmonization and standardization of international standards and practices through the dominant role of multinational corporations. for example, accounting and reporting standards and practices implemented in a longitudinal analysis of the indonesian production… (parulian sihotang) 109 developed countries have been imposed on the developing countries without the consideration of local interests (hove, 1996). in this context, briston (1984) pointed out that developing countries are really in need of industry best practices, especially in accounting and auditing, that enables them to control the multinational corporations and help them in economic planning and decision-making. for example, these accounting practices will not only capture the financial aspect of the foreign company’s operation but also the non-financial aspect such as information regarding the purchase of inputs locally, profit and capital repatriations, extent of planned or actual local equity participation, the level of employment provided, environmental protection, construction of social overheads such as roads and housing, and the use of locally owned transportation. it is this nonfinancial aspect that pscs have failed to capture over their three generations. conclusion the longitudinal study on the pscs performance over the last 30 years have indicated that the current structure of the agreements seemed to have failed in supporting the dynamic contractual accountability between the host country and the focs. the pscs lacked the capability to promote both host country and focs’ interests in a fair and reasonable way. changes in terms and conditions of the indonesian pscs without changes in accountability structure seemed to have led to positive changes in the up-stream sector’s operational performance; however, this increase in industry performance appears to have benefited focs at the expense of the host country due to the latter’s lack of capability for controlling the behaviour of the former. indeed, changes in pscs terms and conditions over the last 30 years have done more harm than good for developing an accountable and transparent government-led management of the indonesian petroleum industry. findings from the longitudinal study seem to confirm (1) the need for the restructuring of the current accountability relationship between the host country and focs followed by changes in terms and conditions of the current pscs; and (2) the need for introducing industry best practice to facilitate the restructured accountability relationship in order to add more value in the industry for the equal benefit of the host country and focs. references aharoni, yair. 1986. the evolution and management of state owned enterprises. cambridge, ma.: ballinger publishing. anoymous. 2001b. “liberalising the oil industry,” jakarta post. october 25th. 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(eds) accountability: power, ethos, and the technologies of managing. international thomson business press. machmud, tengku n. 2000. the indonesian production sharing contract: an inverstor’s perspective. the hague: klulwer. mahmud, mustafa b. 1997. “accounting and the economic development of the oil and gas sector in libya: historical review, theoretical analysis and empirical investigation,” unpublished phd thesis, university of dundee. mikesell, raymond f. 1971. foreign investment in the petroleum and mineral industries: case studies of investor-host country relations. baltimore: johns hopkins press for resources for the future. mackay and mackay. 1975. the political economy of north sea oil. london: martin robertson. oon, k.c. 1986. the politics of oil in indonesia: foreign company – host government relations. cambridge: cambridge university press. a longitudinal analysis of the indonesian production… (parulian sihotang) 111 pane, s.z. 2001. “pertamina, expanding the global e and p reach.” unpublished paper, 6th annual third millennium petroleum 2001, global pacific & partners, may 2001. parera, m.h.b. 1989. “accounting in developing countries: a case of localised uniformity,” british accounting review. 21(2), pp 141. rochmat, rudioro. 1981. contractual arrangements in oil and gas mining enterprises in indonesia. sijthoff & noordhoff, the netherlands. ryan, b.f. and joiner b.l. 1994. minitab handbook. duxbury press. sihotang p. and russell a. 2001b. “new oil and gas law: threat to government?” the jakarta post, october 29. stewart, j. 1984. “the role of information in public accountability,” in hopwood, a and tomkins, c (eds) issues in public sector accounting. oxford: philip allen. microsoft word 04_ak_kriswanto_rev2 share price analyst with pbv …… (kriswanto) 113  share price analyst with pbv, der, and eps at initial public offering kriswanto accounting department, faculty of economic and comunication, bina nusantara university jln. k.h. syahdan no 9, palmerah, jakarta barat, 11480 kriswanto@binus.ac.id / cwanto@yahoo.com abstract underpricing and overpricing are commonly happened in stocks market. underpricing happened when ipo pricing was lower than closing price in the first day stock been trade in the market. there were some measurements to be used, like price to book value (pbv), price earning ratio (per), earning per share (eps), debt to equity ratio (der), net profit margin (npm), size of company (size) and company age (age). the type of research was quantitative with a comparative analysis which focused on the study of literature to support research by describing theories related to the title of the study, data collection of financial statements, and annual reports of companies going public as well as fact book published. this article used data from 78 companies that did ipo in 2010 to 2013. this research finds that some statistic used to show majority variables that influence to underpricing is pbv, per, der, and size. keyword: ipo (initial public offering), underpricing, pbv, per, der introduction the problem faced by the company when performing ipo in the capital market is the determination of the initial offering price. the companies want to implement a high selling price in order to gain acceptance of proceeds (proceeds) that is also high, on the other hand, the high share price influences investors to buy the shares. the high prices cause investors who want to buy the shares become low and great possibilities to offer shares become less attractive because investors want to get the initial return from the difference between the stock prices on the secondary market with the purchase of shares on the primary market. so these conditions are not favorable for issuers, as issuers have to sacrifice returns that should be obtained. their initial returns indicate the phenomenon of underpricing in the primary market. researches on the level of underpricing and stock prices are linked to information in the prospectus. it is exciting for researchers to evaluate the behavior of financial investors in making investment decisions in the stock market. previous research on initial returns or underpricing has done well in overseas stock exchanges as well as indonesia. although the study of underpricing has been conducted, research in this area is still considered interesting to study because of the inconsistency of research results. to analyze pricing mostly uses pbv (price to book value), per (price earnings ratio), and der (debt to equity ratio) as primary tools and others uses as secondary tools. based on the background that has been outlined, this research uses internal influence in measuring the level of underpricing. so that the formulation of the research problems are (1) what is the pbv affect underpricing when the initial public offering? (2) what is the per affect underpricing when the initial public offering? (3) eps affect underpricing when the initial public offering? (4) is the der affect underpricing when the initial public offering? (5) is the npm affect underpricing 114 journal the winners, vol. 17 no. 2, september 2016: 113-123  when the initial public offering? (6) does firm size affect underpricing when the initial public offering? (7) does the company age affect underpricing when the initial public offering? to avoid broader discussion, the writer gives a limit on pbv, per, eps, der, npm, size, and the age to the company that went public in 2010 and 2013 on the indonesia stock exchange (bei). based on the formulation of the problems, the purpose of this research is to determine the influence of pbv, per, eps, der, npm, firm size (size), and age company (age), the pricing at the time of the initial public offering. from this research, it is expected to get benefits, such as (1) for prospective listed companies, this research can be used as the material for consideration prior to the ipo, namely by looking at the factors that affect underpricing. (2) for investors and prospective investors, this research can be used as a reference before making the investment decisions; investors should pay attention to the factors that reflect the value and condition of the company at the time of the ipo. (3) for academics or readers, this research can be useful to add insight and knowledge theoretically also practical experience in developing further research. methods this research is conducted to determine the effect of pbv, per, eps, der, npm, size, and age on underpricing when the initial pricing offering. the characteristics of this study consist of (1) the type of research is quantitative with a comparative analysis which focuses on the study of literature to support research by describing theories related to the title of the study, data collection of financial statements, and annual reports of companies going public as well as fact book published. (2) the dimension of time study is based on a time sequence or time series from the period 2010 to 2013. (3) the data used in this research is secondary data that the company's financial statements are obtained from the official website of the indonesian stock exchange in www.idx.co.id, indonesia capital market directory (icmd), as well as the official website fact book that related to the companies in 2010-2013. (4) data analysis is performed by regression analysis model, the partial test (t-test), simultaneous testing (test f), and the coefficient of determination (r2). the writer realizes that this research can be said to be far from perfect compared to other similar studies. the limitations of this study include (1) a sample of this study only has four periods from years 2010 to 2012. so it is likely less representative samples processed. (2) the variables that are used only variable internal factors and it is not using external factors. (3) the number of samples and variables used for research still lacks a lot. stocks are a piece of paper that is stating the ownership of part of the company. types of shares are bought and sold are common stock and preferred stock. according to gitman (2009), common stock is a form of pure, simple, and the most basic of ownership of the company. meanwhile, according to mishkin (2001), common stocks are securities that are claims on the income and assets of the company. while according to gitman (2009), preferred stock is a special form of ownership that has a fixed periodic dividend that must be paid before the payment of common stock dividends. advantages and disadvantages of going public are the company's decision to offer its effect to the public should consider several factors advantages and disadvantages. the advantages of going public are ease of raising capital in the future, increase liquidity for shareholders, the market value of companies known (jogiyanto, 2000). share price analyst with pbv …… (kriswanto) 115  underpricing is a state where the first day's closing stock price has a value higher than the initial price of the shares offered by the company. while overpricing is a state where the first day's closing stock price has a value lower than the initial price of the shares offered by the company. the determination of the initial return is underpricing or overpricing obtained by the following calculation:                      (1)  closing price = first day stock price in the secondary market offering price = stock price offered before ipo pbv focuses on the company's equity, and it is the company's internal factors. pbv is defined as the market price of a stock that divided by its book value (bv). pbv also shows how far the company is able to create value for the company. companies that go well generally have pbv above 1, which shows the market value is higher than its book value. the higher the return, the higher pbv stocks that will increase the company's revenue and boost the company's ability to distribute dividends (gitman, 2009). pbv can also be used to determine the price of the stock by comparing the pbv of companies with an average pbv in the same industry sector and multiplied by the price at the time of the ipo. p (2) per is used by various parties or investors to buy shares. investors will buy a sham company with a high price-earnings ratio, due to the high price-earnings ratio illustrates the net income per share is quite high (gitman, 2009). (3) eps is the amount of profit that earned and available to all shares of common stock outstanding. eps value has become one of the main factors that considered by the investor when to invest in a company. the higher the eps value, the better the company's value for investors (gitman, 2009). (4) der is the ratio used to determine the amount of funding that provided by the borrower (creditor) with the owner of the company or to find any rupiah own capital is used to guarantee the debt (gitman, 2009). (5) npm is the amount of net income from the company on any income or sales that occurred. npm is obtained by comparing the profit after interest and taxes with sales (gitman, 2009). (6) the size of the company is represented by the total assets that owned by the company. the larger the scale of the company, the more people who know that the information obtained by the investor. it will be greater and the uncertainty in the future is lower (gitman, 2009). 116 journal the winners, vol. 17 no. 2, september 2016: 113-123  ∑ (7) the relationship between dependent and independent variables influence of pbv on the level of underpricing when the ipo. pbv is a benchmark to see the reasonableness of the price of shares on the primary market (ipos) or the chances of initial return. if the position of the stock price is below its book value, there is a tendency of the stock price will go to the balance at least equal to its book value. this means that the share price is greater potential to rise. therefore, the greater the value pbv will reduce underpricing, consequently the lower the returns to be received by investors. per has the influence on the level of underpricing in the initial public offering (tian, 2012). price earnings ratio information indicates the amount of rupiah that must be paid investors to obtain the rupiah earnings. for investors, the ratio of share price to net income is useful in assessing the investment potential of a company. the investors can use the price earnings ratio in formulating whether to invest or not to their company. investors can also use the price earnings ratio as an indicator of how the company set the price of the stock. theoretically, price earnings ratio is an indicator that can be used to determine whether the stock price is overvalued or too low (undervalued), so that the (potential) investors can determine when to buy or sell the stock price. by assumption, the lower the price earnings ratio means that the cost price of the stock concerned or the lower under pricing, and vice versa. there is the effect of earnings per share on the level underpricing when the initial public offering (handayani, 2008). variable earnings per share is a proxy for earnings per share of companies that are expected to provide an overview for investors on the part of the benefits that can be obtained in a period. earnings per share companies are increasingly high that it will be more investors willing to buy the shares causing the stock price in the secondary market to be high. the current high share price in the secondary market can increase the level of underpricing. while there is also the effect of der on the level underpricing when the initial public offering (handayani, 2008). debt to equity ratio indicates the risk of a company that has an impact on price uncertainty. debt to equity ratio indicates the company's ability to pay the debt to equity owned. an investor who invests in securities can not only see the trend of stock prices alone. the performance of the company will remain as the base and at the same starting point ratings. if the level of debt to equity ratio demonstrates high financial risk or risk the company's failure to repay the loan will be higher, and vice versa. therefore, the higher the company's debt to equity ratio, then the initial return greater. net profit margin gives effect on the level underpricing when the initial public offering (lestari, 2013). the highnet profit margin can minimize the level of underpricing for underwriters that are sure to sell shares at high prices and assure all of the shares offered are sold. the higher net profit margin a company will reduce uncertainty for investors that would reduce the level of underpricing. this means that the investor gets a lower initial return, in other words, investors will buy lower shares in companies that do an ipo underpricing because of low stock. there is the influence on the level company size underpricing when initial public offering (kim et al., 2004). companies with large-scale are known to the public than a company with a smaller scale. therefore, the information about a company with a large scale is more outstanding than a company with a small scale. if the information in the hands of many investors, the level of investor uncertainty about the future of the company can be known. thus large-scale companies have lower levels of underpricing of small-scale companies. and there is the effect of age company on the level underpricing when the initial public offering (kim et al., 2004). the age of firm also shows that the right information can be obtained by prospective investors. companies that have long stood in normal conditions would not spend more share price analyst with pbv …… (kriswanto) 117  than the publication of a new company. in the context of long-term assessment, the company's longstanding reputation in the past has already been seen. therefore, if there is not something that is the extraordinary condition of the company, it can be used to predict the state of the future. if the company is long enough to operate safely, then, in general, it can be said that the investor can choose the company with a low level of risk, due to the uncertainty of the small companies in the past. results and discussions calculation of independent variables analysis of price to book value (pbv) before calculating the pbv, it must be known beforehand bv value of the company. for example, note the total equity of pt sido appears rp 2.625.456.000.000 with the total outstanding share 15.000.000.000 sheets, the stock price of rp580 / share. here are the sample results of pbv calculation: bv = total equity / outstanding share = rp2.625.456.000.000 / 15.000.000.000 sheets = usd 175 pbv = price / bv = usd 580 / usd 175 = 3,31 if the value of eps is unknown, then it must be calculated first that followed by calculating per. for example, it is known the price of the shares of pt sido appears usd 580 / share and eps is 27,06. then the calculation is as follows: per = market price / eps = usd 580 / 27,06 = 21,43 the example of analysis of eps ispt sido appears net income of rp405.943.000.000 and 15.000.000.000 of total shares outstanding pieces, then the calculation is as follows: eps = net income / outstanding share = rp405.943.000.000 / 15.000.000.000 sheets = 27,06 the example analysis of der is pt sido appears total liabilities are amounted to rp326.051.000.000 and total equity of rp2.625.456.000.000. then the calculation is as follows: der = total liabilities / total equity = rp326.051.000.000 / rp2.625.456.000.000 = 0,12 the example of analysis npm is pt sido appears net income of rp405.943.000.000 and net sales amounted to rp2.372.364.000.000. then the calculation is as follows: npm = net income / netsales = rp405.943.000.000 / rp2.372.364.000.000 = 0,17 the example of analysis company size (size) is the total assets of pt sido appear is rp2.951.507.000.000, then the calculation by way of a neutral logarithm of the total assets that generate size of 28,71. while the example of analysis company age (age) is pt sido appears ipo date is december 18, 2013, and the date of the establishment is march 18, 1975, the age is rounded to 39 years. 118 journal the winners, vol. 17 no. 2, september 2016: 113-123  the example of analysis calculation on dependent variables is the share price of pt sido appears ipo is usd 580 and the closing price on the first day of secondary market is usd 700. so the calculation is as follows: initial return = (closing price offering price) / offering price = (usd 700 usd 580) / usd 580 = 0,207 (underpricing) in this research, the descriptive statistics are used to give an overall picture of data based on the average (mean), standard deviation, maximum, and minimum of each variable. table 1 shows the descriptive statistics that presented the test results on the data variables of this research. tabel 1 the result of descriptive statistics descriptive statistics n minimum maximum mean std. deviation underpricing (y) 78 0,011 0,700 0,25827 0,225936 pbv (x1) 78 0,19 6,35 2,0453 1,20408 per (x2) 78 -43,69 207,30 32,8817 51,22125 eps (x3) 78 -53,30 558,24 54,0164 85,60801 der (x4) 78 0,08 11,32 1,5553 1,92641 npm (x5) 78 -1,04 5,15 0,2554 0,67208 size (x6) 78 24,97 31,40 28,3224 1,33816 age (x7) 78 1 58 17,46 13,126 valid n (list wise) 78 based on the results presented in table 1 can be known the number of samples used in this study is as much as 78 samples. from the 78 samples of unknown variables underpricing research has the lowest value of 0,011 and the highest is 0,700 with an average value of underpricing 0,25827 and a standard deviation is 0,225936. variable of pbv has the lowest value with 0,19 and the highest value with 6,35, to the value of the average pbv is 2,0453, and a standard deviation is 1,20408. variable per has the lowest value with -43,69 and the highest with 207,30, to the value of the average per of 207,30 and a standard deviation of 51,22125. variable eps has the lowest value of -53,30 and the highest of 558,24 with the average value of 54,0164, and a standard deviation of 85,60801. variable der has the lowest value at 0,08, and 11,32 is the highest value, the average der value of 1,5553, and a standard deviation of 1,92641. variable npm has the lowest value of -1,04 and the highest of 5,15 with the average value of npm are 0,2554, and a standard deviation of 0,67208. the variable size has the lowest value of 24,97 and the highest of 31,40 with an average value of size of 28,3224, and a standard deviation of 1,33816. variable age has the lowest value of 1 and the highest of 58 with an average value at 17,46 and a standard deviation of 13,126. after that, it is done the normality test. the purpose of this test is to ensure that the independent and the dependent variable have a normal distribution or not. the method can be used to test the normality of the variables is the kolmogorov-smirnov statistic methods and methods of analysis charts. in the method of kolmogorov-smirnov statistic, independent and dependent variables can be considered normal if asymp. sig. (2-tailed) > 0,05. while the method of chart analysis, independent and dependent variables can be considered normal if the pattern of data points spread around the diagonal line and do not disperse far in the direction of the diagonal line. table 2 shows the test results of kolmogorov-smirnov statistical methods and analysis method graph, while figure 1 shows p-plot normal graph. share price analyst with pbv …… (kriswanto) 119  table 2 one-sample kolmogorov-smirnov test unstandardized residual n 78 normal parametersa,b mean 0,25827 std. deviation 0,18106307 most extreme differences absolute 0,072 positive 0,072 negative -0,065 kolmogorov-smirnov z 0,635 asymp. sig. (2-tailed) 0,814 figure 1 p-plot normal graph based on the test results of kolmogorov-smirnov statistic in table 2 show that all variables usethe normal distribution with value asymp. sig. (2-tailed) > 0,05. similarly, the graph in the figure above shows the result of a pattern of data points spread around the diagonal line and does not disperse far in the direction of the diagonal line. it can be concluded that the regression model used in this study deserves to be further investigated. multicollinearity test aims to determine whether there is a correlation in the regression model between the independent variables. a good regression model should not happen correlation between the independent variable (no multicollinearity). in this test, multicollinearity can be determined based on the value of the tolerance value and variance inflation factor (vif) with the following conditions (1) when tolerance value is less than 0,01 and vif is greater than 10 then it occurs multicollinearity (tolerance < 0,01, vif > 10). (2) when the value tolerance vif is more than 0,01 and less than 10, then it does not happen multicollinearity (tolerance > 0,01, vif < 10). 120 journal the winners, vol. 17 no. 2, september 2016: 113-123  table 3 the test results of multicollinearity based on the test results of multicollinearity that shown in table 3, it is known that all independent variables in indonesian companies, such as the variable pbv, per, eps, der, npm, size, and the age have a tolerance value of > 0,01 and vif < 10. so that, it can be concluded that there is no multicollinearity among all the independent variables. autocorrelation test aims to determine whether there is a correlation between the residuals of the observations to other observations in the regression model. to diagnose the presence of autocorrelation in a regression model, it can be done by testing the value of durbin watson with the provisions (ghozali, 2009): (1) figures dw <-2 indicates positive autocorrelation. (2) figures dw between -2 to +2 indicates there is no autocorrelation. (3) figures dw > +2 indicates negative autocorrelation. it can be seen in table 4. tabel 4 the test result of durbin-watson model durbin-watson 1 1,817 based on the test results in table 4, the value of durbin-watson for variables tested amounts to 1,817 that lies between -2 to +2 (-2 < 1817 > +2). it can be concluded that there is no autocorrelation in the regression model study. heteroskedasticity test aims to determine whether there is any inequality of the residual variance of the observations to other observations in the regression model. in this study, heteroscedasticity test is conducted by test glejser and graphical method. provisions in glejser test are (1) the value of significance (sig.) > 0,05, there are no symptoms of heteroskedasticity. (2) the value of significance (sig.) > 0,05, there is heteroskedasticity symptoms. while the graphical method requirements are (1) there are no heteroskedasticity symptoms if no clear pattern, like dots that spread above and below the number 0 on the y axis. (2) it is heteroskedasticity symptoms if there are certain clear patterns, such as dots form a specific pattern that regularly (wavy, widened and then narrowed). table 5 shows the test results of heteroskedasticity symptoms. model collinearity statistics tolerance vif 1 pbv (x1) 0,780 1,281 per (x2) 0,862 1,161 eps (x3) 0,834 1,199 der (x4) 0,741 1,349 npm (x5) 0,831 1,203 size (x6) 0,675 1,482 age (x7) 0,931 1,074 a. dependent variabel: underpricing (y) share price analyst with pbv …… (kriswanto) 121  tabel 5 the test result of glejser coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 0,359 0,576 0,624 0,538 pbv (x1) -0,022 0,022 -0,200 -1,021 0,316 per (x2) 0,000 0,001 -0,056 -0,296 0,769 eps (x3) 0,000 0,000 -0,240 -1,079 0,290 der (x4) -0,009 0,013 -0,150 -0,684 0,499 npm (x5) 0,044 0,069 0,131 0,632 0,532 size (x6) 0,003 0,021 0,036 0,164 0,871 age (x7) -0,001 0,002 -0,080 -0,426 0,674 a. dependent variable: abs_res1 in table 5, the test shows that all values glejser sig > 0,05, which can be concluded that there is no heteroskedasticity in regression models. multiple linear regression analysis is conducted in order to determine the direction of the relationship between the dependent variable with the independent variable whether positive or negative. multiple linear regression analysis includes testing, statistical tests t and f statistical test, the coefficient of determination (r²). t statistical test or significant test individual parameters are used to determine how much influence individual independent variables on the dependent variable. in this study used a significant level of 5% or α = 0,05. the hypothesis used in this study is: h0: there is no significant influence ha: there is a significant influence the basis for a decision in this test are if significance value of t > α, then h0 accepted, if significance value of t < α, then ha accepted. table 7 shows the results of test statistics f. tabel 6 the result of test statistics f model sum of squares df mean square f sig. 1 regression 1,406 7 0,201 5571 0,000b residual 2,524 70 0,036 total 3,931 77 from the test results f statistic for variable pbv, per, eps, der, npm, size, and the age by 5571 with a significance value of 0,000 < α (α = 0,05). so, ha is received with the conclusion that the independent variables consisting of pbv, per, eps, der, npm, size, and age simultaneously significant effect on the dependent variable that is underpricing. basically determination coefficient measures how far the ability of the regression model proposed in explaining the variation of the independent variable. the coefficient of determination ranged from 0 to 1. the coefficient of determination adjusted r2 shows how much influence the independent variables used in the study are able to explain the total variation of the dependent variable. according to ghozali (2009), adjusted r2 value is expected to be positive, but the empirical test negative adjusted r2 value will be assumed to be 0. the basis for decision making in this study refers to ghozali (2009) are as follows (1) if the value of r2 is getting close to 0, it means the ability of the independent variables in explaining the variation of the dependent variable is very limited. (2) if 122 journal the winners, vol. 17 no. 2, september 2016: 113-123  the value of r2 is getting closer to 1, it means the ability of independent variables provides almost all the information needed to predict the variation of the dependent variable. table 7 shows the test results of coefficient of determination (r2). tabel 7 the test results of coefficient of determination (r2) based on table 7, the test result values obtained r² is equal to 0,358. this value is closer to the number 0 and the value of adjusted r square of 0,294 which showed that the ability of the independent variables is pbv, per, eps, der, npm, size, and the age in explaining the variation of the dependent variable is underpricing amounted to 29,4%. and the remaining of 70,6% is influenced by other factors not examined in this study. t statistical test result is known that pbv, per, der, and size significantly affects the level of underpricing during the initial public offering. meanwhile, other variables such as eps, npm, and the age have no significant effect on the level of underpricing during the ipo. f test results show that all independent variables are simultaneously significant effect on the dependent variable, it is supported by t-test result that shows the pbv, per, der, and company size significantly affects the level of underpricing during the initial public offering. the test results show that the coefficient of determination is the very limited dependent variable that explained by the independent variables. in the test results also show that the variation of the level of underpricing can be explained by the variation of the seven independent variables that consisting of pbv, per, eps, der, npm, size, and the age that amounted to 29,4%. this means that the influence of outside independent variables in this study is not examined as one example that is the market condition amounted to 70,6%. the small contribution of the coefficient of determination shows that the influence of the market, in this case, other instruments outside independent variables in this study are very significant in determining a company's level of underpricing. conclusions summary of test results on regression tests that have been done by researchers are as follows (1) on the statistical test t for the variable pbv, the value of the variable t at -3639 with significant values of 0,001 < 0,05, so ha1 accepted. (2) in the statistical test t for the variable per, the value of the variable t by 2733 with a significant value of 0,008 > 0,05, so ha2 accepted. (3) in the statistical test for the variable t eps, the value of the variable t by 0,643 with significant value for 0,522 > 0,05, so h03 is received. (4) in the statistical test t for the variable der, the value of the variable t by 2269 with a significant value of 0,026 > 0,05, so ha4 is accepted. (5) in the statistical test t for a variable npm, the value of the variable t by 0,384 with significant value for 0,702 > 0,05, so h05 is received. (6) in the statistical test t for the firm variable size (size), the value of the variable t at -2896 with significant values of 0,005 > 0,05, so ha6 is accepted. (7) in the statistical test t for the variable age company (age), the value of the variable t at -0,991 with significant value for 0,325 > 0,05, so h07 is received. (8) statistical test f for variable pbv, per, eps, der, npm, size, and the age by 5571 with a significance value of 0,000 > 0,05, so ha8 is accepted. (9) in the test the coefficient of determination (r2) for the variable pbv, per, eps, der, npm, size, and age obtain value of adjusted r square of 0294 which show that the ability of the independent variables is pbv, per, eps, der, npm, size, and the age in explaining the variation of the dependent variable is underpricing amounted to 29,4%. model r r square adjusted r square std. error of the estimate 1 0,598a 0,358 0,294 0,189901 share price analyst with pbv …… (kriswanto) 123  the conclusion based on the results of research and hypothesis testing that has been done is as follows: (1) pbv significantly affects the level of underpricing during the ipo. (2) per significantly affects the level of underpricing during the ipo. (3) eps has no significant effect on the level of underpricing during the ipo. (4) der significantly affects the level of underpricing during the initial ipo. (5) npm does not significantly affect the level of underpricing during the ipo. (6) size significantly affects the level of underpricing during the ipo. (7) age does not significantly affect the level of underpricing during the ipo. (8) pbv, per, eps, der, npm, size, and the age simultaneously significant effect on the level of underpricing during the ipo. based on the results obtained from this study, researchers give the following advice (1) for investors who will invest must consider internal factors which will be a place for investment, in order to ensure the sustainability of return and investment. (2) for companies that will carry out an initial public offering should see internal factors as well, because it will be a factor that considered by the investor in taking the decision to invest in the company. companies should also provide complete information and can be accessed easily to increase investor confidence in the company. (3) for the indonesia stock exchange, it must provide complete and detailed data in order to facilitate investors to acquire the data and information needed by investors as an investment consideration. (4) the company and investors should look at factors and beyond factors that not examined in this study, which may have an influence on the level of underpricing during the ipo. references ghozali, i. (2009). aplikasi analisis multivariate dengan program spss (4th ed.). semarang: penerbit universitas diponegoro. gitman, l. j. (2009). principles of managerial finance (12th ed.). united states: pearson education inc. jogiyanto, h. (2010). teori portofolio dan analisis investasi (7th ed.). yogyakarta: bpfe kim, b. j., richard, j., kish., & vasconcellos, g. m. (2004). cumulative returns from the korean ipo market. review of pacific basic financial markets and policies, 7(1), 43-75. lestari, r. w. (2013). pengaruh npm, roi/roa dan roe pada perusahaan melakukan ipo pada 2009 sd 2011. mishkin, f. s. (2001). the economic of money, banking, and financial market. new york: addison wesley. tian, y. (2012). factors impact to companies ipo on london stock exchange 2002 to 2012. master thesis. canada: saint mary’s university. microsoft word 02_idris g.s_penggunaan pengungkit.doc journal the winners, vol. 4 no. 2, september 2003: 72-77 72 penggunaan pengungkit dalam mengembangkan bisnis idris gautama1 abstract many businesses do not perform optimally because of the leveraging factors. this article explains the term leveraging, its factors, how it works, and also how the factors can influence the business. starting with the concept of leverage then how its works followed by the importance of control activities in good corporate governance in order to put leveraging into maximum performance. keywords: business, leveraging abstrak banyak bisnis tidak tampil secara optimal karena faktor penggunaan pengungkit. artikel memaparkan istilah pengungkit, faktor pengungkit, cara kerjanya, dan bagaimana faktor tersebut dapat mempengaruhi bisnis. dimulai dari konsep pengungkit, cara kerjanya, dan diikuti oleh pentingnya kontrol aktivitas dalam pengelolaan yang baik untuk memaksimalkan penggunaan pengungkit. kata kunci: bisnis, pengungkit 1 staf pengajar fakultas ilmu komputer, ubinus, jakarta penggunaan pengungkit dalam mengembangkan bisnis (idris gautama) 73 pendahuluan dalam ilmu fisika, telah diajarkan bahwa untuk mengangkat benda yang berat dapat digunakan alat bantu sedemikian rupa sehingga momen yang dikeluarkan (m2) untuk mengangkat benda tersebut tidak perlu sebesar momen benda (m1) tersebut. hal itu karena masing-masing momen dipengaruhi oleh panjang pengungkit, seperti gambar di bawah ini. gambar 1 pengungkit dalam mengangkat benda bila l1 = lengan pengungkit dari benda ke titik tumpu l2 = lengan pengungkit dari usaha dilakukan ke titik tumpu j = jarak g1 = gaya benda = m x g (massa benda x gravitasi) g2 = gaya di tempat usaha dilakukan m1 = momen benda = g1 x l1 m2 = momen ditempat usaha dilakukan = g2 x l2 dan usaha (u)= m2 x j dari penjelasan singkat di atas dapat dilihat bahwa untuk mengangkat benda tersebut tidak dibutuhkan sebesar massanya karena gaya dipengaruhi oleh panjang pengungkit. demikian juga dengan usaha yang dilakukan untuk menggeser benda sejauh j menjadi ”lebih ringan” atau memperoleh keuntungan mekanik sebesar l2 / l1. demikan juga dengan di dalam melakukan bisnis, bila dapat dilakukan usaha pengungkitan dengan baik maka hasilnya tentu akan lebih mengoptimalkan laba perusahaan. tentunya ada beberapa asumsi yang juga harus dipikirkan sebagai logika umum misalnya kekuatan/daya tahan dari pengungkit itu sendiri. journal the winners, vol. 4 no. 2, september 2003: 72-77 74 pembahasan chassis bisnis bisnis memiliki chassis yang dapat mentransformasikan bisnis menjadi profit/keuntungan (sugars, 2000:24). chassis yang dimaksud sebagai berikut. 1. potensi (leads) 2. tingkat konversi (conversion rate) 3. banyaknya transaksi (number of transactions) 4. rata-rata penjualan (average dollar sale) 5. marjin (magins) potensi adalah jumlah pelanggan atau calon pelanggan yang dihubungi atau menghubungi perusahaan. banyak perusahaan yang bahkan tidak mempunyai catatan tentang hal itu. sebenarnya, memiliki catatan tentang banyaknya kontak yang dilakukan merupakan sutau hal yang penting karena banyak transaksi yang terjadi dimulai dengan kontak yang sederhana. dari banyaknya kontak yang berpotensi, tentunya tidak semua menjadi transaksi riil bagi perusahaan. besarnya persentase dari potensi yang menjadi transaksi riil itulah yang disebut dengan tingkat konversi. bila dari keseluruhan kontak potensial yang menjadi transaksi riil adalah 25% maka dikatakan tingkat konversinya adalah 25%. banyaknya transaksi rata-rata per tahun sering juga tidak diketahui oleh banyak perusahaan sehingga banyak kesempatan yang dapat dilakukan untuk menarik kembali pelanggan ”sesekali” kembali ke perusahaan terabaikan. demikian juga dengan pelanggan yang ada yang dapat ditingkatkan jumlah transaksinya dengan perusahaan menjadi terabaikan. catatan tentang hal itu hendaknya dimiliki perusahaan. rata-rata penjualan adalah rata-rata penjualan per transaksi yang dilakukan pelanggan kepada perusahaan dalam satuan mata uang. dengan menulis rata-rata tentunya dimaksudkan bahwa transaksi yang ada telah dirata-ratakan dan jumlah penjualan dibagi dengan jumlah pelanggan. marjin adalah sejumlah persentase keuntungan yang didapat dari penjualan yang dilakukan. bila penjualan rp100.000,00 dan keuntungan setelah dikurangi dengan biaya adalah rp20.000,00 maka dikatakan marjin keuntungan adalah 20% diperoleh dari perhitungan (20.000/100.000x100%). contoh berikut akan memberikan gambaran yang lebih jelas. potensi 5.000 (kontak dengan pelanggan atau calon pelanggan) x tingkat konversi 20% (1 dari 5 kontak menjadi tranksaksi) jumlah pelanggan 1.000 x banyaknya transaksi 2 (banyaknya transaksi rata-rata untuk tiap pelanggan) x penggunaan pengungkit dalam mengembangkan bisnis (idris gautama) 75 rata-rata penjualan rp. . 50.000 perputaran rp.100.000.000 x marjin 20% keuntungan rp. 20.000.000 pengungkit bila ingin mendapat keuntungan lebih maka dapat disimulasikan terhadap angka pada chassis bisnisnya, baik satu per satu maupun tiap komponen chasssis bisnis tersebut. sebagai contoh, bila contoh di atas hanya tingkat konversinya yang dinaikkan 10% maka didapat rumus berikut. potensi 5.000 x tingkat konversi 30% jumlah pelanggan 1.500 x banyaknya transaksi 2 x rata-rata penjualan rp. . 50.000 perputaran rp.150.000.000 x marjin 20% keuntungan rp. 30.000.000 di bawah ini disimulasikan bila semua komponen chassis bisnis dilipatgandakan, apakah keuntungan menjadi berganda atau berlipat ganda, dapat dilihat pada perhitungan berikut. potensi 10.000 x tingkat konversi 40% jumlah pelanggan 4.000 x banyaknya transaksi 4 x rata-rata penjualan rp. .100.000 perputaran rp. 1.600.000.000 x marjin 40% keuntungan rp. 640.000.000 menyimak perhitungan di atas maka bila pengungkit dapat dipergunakan sebagaimana mestinya akan dapat menghasilkan keuntungan yang berlipat ganda. journal the winners, vol. 4 no. 2, september 2003: 72-77 76 pengendalian perlu diperhatikan bahwa penggunaan pengungkit akan bermanfaat bila disertai dengan pengelolaan yang baik (good corporate governance) dan di dalamnya harus sudah menerapkan aktivitas pengendalian (sanyoto, 2003:82-85) sebagai berikut. 1. pemisahaan tugas a. pemisahan pengelolaan aktiva-akuntansi b. pemisahan otorisasi-penangangan aktiva c. pemisahan tugas dalam fungsi akuntansi d. pemisahan tanggung jawab operasi dengan akuntansi/pencatatan 2. prosedur otorisasi 3. dokumen dan pencatatan yang memadai 4. pengamanan fisik 5. verifikasi independen pelaksanaan pengendalian, selain menyediakan pencatataan dan informasi yang dibutuhkan dalam memaksimalkan penggunaan pengungkit, juga bermanfaat untuk menghindari dari kebocoran yang tidak perlu sehingga keuntungan perusahaan benar-benar maksimal dan pada saat yang sama pelaksanaan perusahaan yang sehat dapat dilakukan. penutup simpulan dalam melakukan bisnis, pengunaan pengungkit sebagai alat bantu untuk meningkatkan keuntungan dapat dilakukan. untuk itu, perlu diketahui chassis bisnis yang ada kemudian melakukan penelahaan mendapam pada masing-masing komponennya. pengungkit yang digunakan akan menjadi lebih bermanfaat bila informasi dukungan terhadap komponen chassis bisnis yang akan digunakan sebagai pengungkit tersedia dengan cukup. untuk hal itu, diperlukan adanya pencatatan yang memadai. agar penggunaan pengungkit dalam menaikkan keuntungan menjadi lebih efektif, pengelolaan perusahaan yang baik dan aktifitas pengendalian perlu mendapat perhatian dan dijalankan dengan sebagaimana mestinya. daftar pustaka gondodiyoto, sanyoto dan idris gautama so. 2003. audit sistem informasi: pendekatan konsep. jakarta: pt media glbal edukasi (mcgraw hill). hisrich, robert d. dan michael p. peters. 2002. entrepreneurship. 5th edition. singapore: mcgraw hill higher edcation. penggunaan pengungkit dalam mengembangkan bisnis (idris gautama) 77 hitt, michael a., r. duane ireland, dan robert e. hoskisson. 2001. strategic management competitiveness and globalization concepts. south western college publishing. sugars, bradley j. 2002. billionaire in training. 1st edition. brisbane: action international pty ltd. ______________. 2000. instant cashflow the key to multiplying your business profits. 2nd edition. singapore: action international (asia) pte.ltd. tjager, i nyoman, f. antonius alijoyo, humprey r. djemat, dan bambang soembodo. 2003. corporate governance tantangan dan kesempatan bagi komunitas bisnis indonesia. jakarta: pt prenhallindo. microsoft word 01_laksmi sito_pengembangan karier.doc pengembangan karier sebagai motivator... (laksmi sito dwi irvianti) 1 pengembangan karier sebagai motivator kerja karyawan laksmi sito dwi irvianti1 abstract regarding the importance of employee’s work motivation and how it affects the productivity and the performance of the employees and the company, it’s necessary to have certain ways to maintain the motivation, in order to have a better performance. one of the ways is providing career development program for the employees. keywords: career development, work motivation abstrak mengingat pentingnya motivasi kerja karyawan, karena mempengaruhi produktivitas serta kinerja karyawan dan perusahaan, maka diperlukan cara-cara tertentu agar karyawan dapat terus termotivasi untuk menghasilkan kinerja yang lebih baik. salah satu cara yang dapat dilakukan adalah dengan menyediakan program pengembangan karier bagi karyawan. kata kunci: pengembangan karier, motivasi kerja 1 staf pengajar fakultas ekonomi, univ. pelita harapan, jakarta, dan ubinus, jakarta journal the winners, vol. 5 no. 1, maret 2004: 1-7 2 pendahuluan manusia merupakan unsur yang paling penting dalam suatu perusahaan karena manusialah yang mengelola seluruh sumber daya yang dimiliki sehingga tujuan perusahaan dapat tercapai. setiap orang dalam bekerja tidak semata-mata mencari nafkah untuk memenuhi kebutuhan hidupnya namun juga untuk memperoleh karier yang baik dalam hidupnya. oleh karena itu, perusahaan tidak hanya sekedar memberikan pekerjaan tetetapi juga karier bagi karyawannya. salah satu usaha yang dilakukan perusahaan dalam rangka memberikan karier bagi karyawannya adalah dengan melaksanakan perencanaan dan pengembangan karier yang baik bagi karyawannya. selain itu, program pengembangan karier dipandang sebagai salah satu cara meningkatkan motivasi kerja karyawan yang akan menguntungkan perusahaan pada akhirnya. pembahasan pengembangan karier dalam hidupnya, seseorang tentu menginginkan keberhasilan. salah satunya adalah keberhasilan dalam bekerja yang ditandai dengan oleh kemajuan kariernya. kemajuan karier seseorang merupakan salah satu motivasi yang menonjol untuk berpartisipasi aktif dalam suatu organisasi. karier adalah semua pekerjaan yang dimiliki seseorang semasa hidupnya (wertherdavis, 1996). karier juga dipandang sebagai pengalaman kerja yang miliki seseorang secara terus-menerus sepanjang masa (milkovich & boudreau,1997). dari definisi tersebut dapat terlihat bahwa karier dapat dipandang dari sudut individu maupun dari sudut organisasi. kombinasi kebutuhan, nilai, dan bakat akan bertindak sebagai ‘pemandu’ seseorang pada satu atau beberapa jenis karier yang berhubungan. bagi perusahaan, tugas untuk mengembangkan karyawan tidak berhenti setelah karyawan diberikan pendidikan dan latihan untuk menyelesaikan tugasnya. manajer sdm yang baik harus melihat jauh ke depan, di luar tugasnya sekarang. oleh sebab itu, perhatian terhadap pengembangan karier dalam jangka panjang harus meliputi pengembangan terhadap karyawan secara luas dan dilakukan perusahaan secara kontinu. kebutuhan untuk merencanakan dan mengembangkan karier muncul baik dari sisi perusahaan maupun karyawan. dengan program pengembangan karier berarti perusahaan telah mempersiapkan sumber daya manusia yang andal untuk memenuhi kebutuhan perusahaan dalam jangka panjang. selain itu, perusahaan tidak perlu tergantung terhadap proses rekrutmen apabila ada posisi kosong yang harus segera diisi. tidak adanya perhatian yang memadai dari pihak perusahaan terhadap pengembangan karier karyawan akan menimbulkan berbagai masalah yang akan menurunkan kinerja perusahaan. pengembangan karier adalah suatu proses yang melalui proses tersebut seseorang menjadi lebih perhatian terhadap atribut yang berkaitan dengan karier dan tahapan yang memberikan kontribusi terhadap pencapaian karier ke tingkat puncak (dessler, 2003). pengembangan karier pengembangan karier sebagai motivator... (laksmi sito dwi irvianti) 3 juga terdiri dari tindakan atau langkah yang diambil oleh individu untuk mencapai tujuan karier (werther-davis, 1997). dari definisi tersebut diketahui bahwa program pengembangan karier adalah suatu program yang formal dan terstruktur yang dilakukan perusahaan. dilihat dari sudut pandang perusahaan, pengembangan karier memiliki tiga tujuan sebagai berikut. 1. untuk memenuhi kebutuhan akan sdm sekarang dan dimasa yang akan datang; 2. untuk menginformasikan jalur karier yang ada di perusahaan; 3. untuk mengintegrasikan program sdm yang ada dengan rencana perusahaan. jika tujuan karier telah ditetapkan dan komitmen untuk mencapainya telah dibuat maka beberapa tindakan untuk pengembangan karier sangat diperlukan, misalnya sebagai berikut. 1. job performance merupakan langkah penting untuk pengembangan karier karena tanpa kinerja yang baiktujuan karier tidak akan tercapai. 2. exposure yang berarti dikenal oleh atasan atau orang yang membuat keputusan tentang promosi, transfer, dan peluang karier lain. tanpa exposure, seseorang yang memiliki kinerja yang baik mungkin tidak mendapatkan peluang untuk mencapai tujuan kariernya. 3. networking merupakan exposure yang didapatkan dari luar perusahaan. ketika seseorang merasa bahwa kariernya tidak berkembang atau mengalami layoff maka networking dapat membantu memberikan peluang kerja yang lebih baik. 4. resignation atau pengunduran diri, mungkin dapat menjadi satu-satunya cara untuk mencapai tujuan karier ketika ada peluang karier yang lebih baik di luar perusahaan. jika dilakukan dengan benar dan efektif, resignation akan diikuti dengan promosi, peningkatan kompensasi, serta menambah pengalaman dengan mempelajari hal-hal baru karena resignation merupakan bagian dari strategi karier . 5. mentor, yaitu seseorang yang memberikan masukan dan informasi yang berkaitan dengan karier. jika mentor tersebut dapat menominasikan seorang karyawan untuk pengembangan karier seperti promosi, transfer, dan lain-lain maka mentor tersebut menjadi seorang sponsor, yaitu seseorang yang dapat menciptakan peluang pengembangan karier. biasanya, sponsor seorang karyawan adalah atasan langsung. 6. subordinate atau bawahan, kinerja seorang manajer tergantung dari kinerja bawahannya sehingga bawahan juga berperan dalam pengembangan karier seorang manajer. 7. pengalaman internasional. memang menyediakan suatu manajemen karier yang baik merupakan tanggung jawab perusahaan namun pengembangan karier bukan hanya tanggung jawab perusahaan semata. masing-masing individu juga memiliki tanggung jawab untuk dapat meningkatkan kariernya sesuai bakat, minat, keahlian, dan prestasi kerja yang dimiliki. journal the winners, vol. 5 no. 1, maret 2004: 1-7 4 gambar 1 a system vew of career planning and development pengembangan karier dapat dibedakan menjadi dua macam. 1. vertikal melalui promosi. promosi adalah kegiatan pemindahan karyawan, dari satu jabatan kepada jabatan lain yang lebih tinggi. dengan demikian, promosi akan selalu diikuti tugas, tanggung jawab, dan wewenang yang lebih tinggi dari jabatan sebelumnya. 2. horizontal melalui mutasi atau transfer. mutasi adalah kegiatan memindahkan karyawan dari suatu pekerjaan ke pekerjaan lain yang dianggap setingkat atau sejajar. mutasi merupakan kegiatan rutin perusahaan untuk dapat melaksanakan prinsip “the right man on the right place”. manajemen karier, terutama program pengembangan karier, juga terkait dengan program sdm lainnya sebagai berikut. 1. internal staffing, karyawan perusahaan mendapat prioritas pertama untuk mengisi posisi kosong yang ada di perusahaan. salah satu dampak positif dari internal staffing adalah meningkatnya motivasi kerja karyawan karena mereka merasa dihargai oleh perusahaan dengan diberikan peluang untuk mengembangkan karier . 2. manajemen kinerja merupakan dasar dari program pengembangan karier .tanpa adanya penilaian kinerja karyawan, program pengembangan karier tidak dapat dilaksanakan karena perusahaan memutuskan utnuk memberikan promosi atau mutasi terhadap seseorang atas dasar kinerjanya. 3. program pelatihan dan pengembangan karyawan. 4. manajemen kompensasi karena peningkatan karier seseorang tidak hanya diikuti oleh peningkatan tanggung jawab dan wewenang tetetapi juga penyesuaian atau peningkatan kompensasi. dalam kenyataannya, banyak masalah yang biasa dihadapi suatu perusahaan dalam melaksanakan program pengembangan karier, seperti berikut ini. career planning career path career goal career development feedback pengembangan karier sebagai motivator... (laksmi sito dwi irvianti) 5 1. tidak adanya manajemen kinerja atau sistem penilaian kinerja karyawan yang merupakan dasar dari program pengembangan karier . 2. ada sistem penilaian kinerja karyawan tetetapi dalam pelaksanaannya terjadi banyak bias atau penyimpangan sehingga tidak dapat mengukur kinerja karyawan yang sebenarnya. 3. perusahaan tidak mempunyai visi ke depan untuk mengembangkan keahlian dan keterampilan karyawannya yang tercermin dari tidak adanya program pelatihan karyawan. 4. tidak adanya suatu manajemen kompensasi yang baik. motivasi kerja kata motivasi berasal dari kata “motif” yang merupakan daya dorong dan ekspresi kebutuhan bagi seseorang. motif seseorang berbeda dengan motif orang lain, tergantung pada kebutuhan yang belum terpenuhi. motif itulah yang melatarbelakangi perilaku seseorang untuk bertindak dalam mencapai suatu tujuan. motivasi dapat didefinisikan sebagai dorongan yang dimiliki seseorang untuk bertindak karena seseorang tersebut ingin melakukan hal itu (wertherdavis,1996). kuat lemahnya motivasi seorang karyawan akan mempengaruhi prestasi kerja yang dihasilkan. dari prestasi kerja tersebut ditentukan apakah karyawan tersebut akan mendapatkan imbalan atau hukuman. secara garis besar, teori motivasi dapat dibedakan menjadi dua kategori, teori kepuasan dan teori proses. teori kepuasan memusatkan perhatian terhadap faktor di dalam individu yang mendorong, mengarahkan, mempertahankan, dan menghentikan perilaku. teori proses menerangkan dan menganalisis bagaimana perilaku didorong, diarahkan, dipertahankan, dan dihentikan. teori kepuasan yang paling populer adalah teori motivasi maslow yang menyatakan adanya hierarki kebutuhan setiap orang. jika pada suatu waktu kebutuhan pada tingkat yang lebih rendah terpuaskan maka akan timbul kebutuhan yang lebih tinggi dan demikian seterusnya. hierarki kebutuhan maslow sebagai berikut. needs for actualization esteem needs affiliation safety & security needs physiological needs gambar 1 hierarki kebutuhan maslow journal the winners, vol. 5 no. 1, maret 2004: 1-7 6 1. physiological needs merupakan kebutuhan pada tingkat terendah dalam hierarki kebutuhan yang terdiri dari kebutuhan akan makanan, minuman, pakaian, dan tempat tinggal. 2. safety and security needs, yaitu kebutuhan akan keamanan, rasa tenteram, dan bebas dari rasa takut. 3. affiliation or accepted by others, yaitu kebutuhan akan kasih sayang, persahabatan, dan interaksi. 4. esteem needs, yaitu kebutuhan atas harga diri dan penghargaan dari pihak lain. 5. needs for self actualization, yaitu kebutuhan akan perwujudan diri dan pencapaian cita-cita diri untuk dapat menunjukkan potensi atau kemampuan. selain teori maslow, juga terdapat teori erg dari alderfer dan teori 2 faktor dari herzberg yang termasuk dalam teori kepuasan. tidak seperti maslow, hierarki kebutuhan alderfer hanya terdiri dari 3 set kebutuhan berikut ini. 1. eksistensi, yaitu kebutuhan yang terpuaskan oleh faktor seperti makanan, gaji, kondisi pekerjaan. 2. keterkaitan (relatedness), yaitu kebutuhan akan hubungan interpersonal yang berarti. 3. pertumbuhan (growth), kebutuhan yang terpuaskan dengan menciptakan kontribusi yang kreatif atau produktif. herzberg mengembangkan teori kepuasan yang disebut dengan teori 2 faktor. teori herzberg menyebutkan adanya faktor higieni atau kondisi ekstrinsik yang menyebabkan ketidakpuasan seperti upah, kondisi kerja, dan mutu supervisor. faktor lainnya adalah motivator atau kondisi intrinsik yang bila terpenuhi akan menimbulkan motivasi yang kuat yang menghasilkan prestasi kerja yang baik. teori motivasi yang disebutkan di atas menunjukkan bahwa setiap individu tidak akan puas hanya dengan terpenuhinya kebutuhan dasar tetapi akan terus berusaha memenuhi kebutuhan lain yang lebih tinggi. karier dan motivasi kerja bagaimana karier dapat dijadikan motivator untuk meningkatkan kinerja karyawan? berdasarkan teori motivasi, manusia akan berusaha mencapai kebutuhan di tingkat yang lebih tinggi. karyawan yang sudah merasa puas akan gajinya, karena dapat memenuhi kebutuhan dasar, akan termotivasi untuk memenuhi kebutuhan lain seperti aktualisasi diri. mereka akan berusaha memperoleh peningkatan karier dan berusaha mencapai posisi tertinggi yang ada di perusahaan. karyawan yang termotivasi utuk meningkatkan kariernya, akan terus berusaha untuk bekerja dengan baik. selain itu, mereka juga harus menyadari kekurangan yang terdapat dalam dirinya, bagaimana mengatasi kekurangan tersebut, dan apa yang harus dilakukan untuk meningkatkan dan mengembangkan keahlian dan bakat yang dimiliki. walaupun secara teoritis pengembangan karier dapat memotivasi karyawan, kenyataan dalam dunia kerja tidaklah selalu sesuai dengan teori. masih banyak perusahaan yang tidak menyediakan program pengembangan karier sehingga yang diberikan hanyalah pekerjaan bukan suatu karier. bagi sebagian orang, dapat mencapai puncak karier merupakan suatu kebanggaan tersendiri dan hal itulah yang memacu seseorang untuk terus berprestasi baik. oleh sebab itu, perusahaan perlu memiliki suatu manajemen karier yang baik yang dapat mengembangkan potensi karyawannya. pengembangan karier sebagai motivator... (laksmi sito dwi irvianti) 7 penutup simpulan 1. sumber daya manusia yang dimiliki perusahaan adalah aset yang berharga karena seluruh kegiatan operasional perusahaan dilakukan oleh manusia. pencapaian tujuan perusahaan juga tergantung dari sumber daya manusia yang dimiliki. oleh karena itu, penting bagi perusahaan untuk selalu menjaga dan meningkatkan motivasi kerja karyawannya. 2. salah satu cara yang dapat dilakukan perusahaan untuk meningkatkan motivasi karyawan adalah dengan memberikan karier, bukan hanya pekerjaan, bagi karyawannya. untuk itu, perusahaan perlu memiliki suatu manajemen karier yang baik. 3. pengembangan karier tidak semata-mata tanggung jawab perusahaan namun juga tanggung jawab masing-masing individu. individu harus dapat melihat peluang yang ada untuk peningkatan karier mereka, mengetahui apa kelemahan dan kelebihannya sehingga dapat menentukan langkah yang harus diambil untuk mengembangkan kariernya. daftar pustaka dessler, gary. human resource management. 9th edition. prentice-hall. 2003. madura, jeff. 2001. pengantar bisnis. 2nd edition. penerbit salemba empat. milkovich, george and john boudreau. 1997. human resource management. 8th edition. irwin. werther, william and keith davis. 1996. human resources and personnel management. 5th edition. mcgraw-hill. microsoft word 05_profit sharing_fauzi solihin.doc profit sharing dalam pengelolaan… (fauzi solihin) 45 profit sharing dalam pengelolaan rumah makan “padang” fauzi solihin1 abstract article discusses profit sharing in running a “padang” restaurant. profit sharing always increase sense of belonging every employee and support the management function. it can be concluded that profit sharing can motivated employee to increase working performance and increase sense of belonging and responsibility. it also can increase continuous improvement team work between employee. keywords: profit sharing, restaurant abstrak artikel membahas bagi hasil dalam mengelola rumah makan, dalam hal ini rumah makan “padang”. usaha bagi hasil (profit sharing) meningkatkan rasa kepemilikan (sense of belonging) setiap karyawan dan mendukung kelancaran pelaksanaan fungsi manajemen. dapat disimpulkan bahwa usaha bagi hasil sangat memotivasi karyawan untuk meningkatkan kinerjanya dan menumbuhkan rasa kepemilikan usaha dan tanggung jawab serta peningkatan kerja sama berkesinambungan antarsesama karyawan. kata kunci: bagi hasil, rumah makan 1 staf pengajar stie swadaya & fakultas ekonomi, ubinus, jakarta journal the winners, vol. 5 no. 1, maret 2004: 45-51 46 pendahuluan pola bagi hasil bukanlah suatu hal yang baru di indonesia karena dari beberapa generasi terdahulu sudah dikenal istilah bagi hasil, terutama bagi para petani yang tidak mempunyai tanah untuk digarap. mereka mengerjakan tanah milik orang lain sehingga mereka disebut petani “penggarap”. hasil usaha yang diperoleh dibagi sedemikian rupa antara pemilik lahan dengan petani penggarap sesuai perjanjian yang telah ditetapkan sebelumnya dalam pengelolaan rumah makan, pada prinsipnya juga dikenal dua pihak yang terkait, yaitu pemilik modal (pemodal) dan pengelola usaha. tidak ada catatan yang menyebutkan siapa peletak dasar sistem bagi hasil pada usaha jasa rumah makan itu karena pengusaha rumah makan saat ini berpegang pada kata “kelaziman berlaku”. lazimnya bagi hasil antara pemodal dan pengelola usaha, 50:50 diistilahkan “diparo” , dapat diartikan dibagi dua. malah saat ini, sudah ada yang melakukan bagi hasil dengan ratio 45:55 atau 40:60. hal itu merupakan langkah/sikap memberi penghargaan lebih kepada para pekerja sehingga mereka terpacu untuk mengembangkan usaha dengan lebih baik lagi. sering dikatakan bahwa terkenal atau tidak terkenalnya suatu rumah makan/restoran terkait dengan kualifikasi atau keahlian “koki” atau “juru masak” yang mengatur racikan bumbu masakan dan menu makanan dan minuman. karena koki atau juru masak yang menjadi kunci penentu pada ketenaran suatu rumah makan/restoran, sering pula si “koki” alias “juru masak” itu yang menjadi pimpinan (leader) dalam pengelolaan operasional rumah makan “padang”. hal itu terlihat dalam pembagian hasil usaha, yaitu koki mendapat porsi yang lebih besar dari peserta yang lainnya pembahasan organisasi pelayanan secara garis besar, terdapat tiga unit kerja dalam operasional rumah makan “padang”. 1. juru masak tugas utama juru masak adalah meramu masakan sehingga mendapatkan citarasa yang baik, spesifik, dan disenangi oleh para konsumen. agar kualitas masakan/makanan sesuai standar rasa/selera si juru masak, pengadaan bahan baku masakan berada di bawah pengawasan juru masak. untuk tugas tersebut maka juru masak didampingi dua kelompok asisten masing masing sebagai berikut. a. koki i, dengan tugas meracik ramuan/bumbu masak dan memasak b. koki ii, dengan tugas belanja bahan, membersihkan bahan, dan peralatan 2. keuangan bagian keuangan lazimnya dipimpin seorang kasir kepala dan didampingi oleh satu atau beberapa orang kasir kasir kepala, disamping mengawasi penerimaan pembayaran yang profit sharing dalam pengelolaan… (fauzi solihin) 47 diterima kasir dari konsumen, juga melakukan pembayaran sesuai permintaan belanja bahan dari juru masak dan pembayaran kepada pihak ketiga serta melakukan perhitungan hasil usaha dan bagi hasil untuk setiap karyawan. 3. pelayanan unit pelayanan (dalam istilah minang disebut “palung”) adalah mereka yang menerima pesanan makanan dan minuman dari konsumen yang datang, manata makanan dan minunan di meja, menyiapkan peralatan makan, membersihkan meja makan, dan ruangan. pada unit itu, terdapat dua kelompok petugas sebagai berikut. a. kelompok pertama menyiapkan pesanan dan menata makanan dan minuman di meja tamu serta menyiapkan peralatan makan lainnya. kelompok itu sering terlihat unjuk keterampilan dengan membawa 8 sampai dengan 10 piring makanan pada kedua tangannya. hal itu merupakan ciri khas rumah makan yang populer b. kelompok kedua adalah yang bertugas membersihkan meja dari sisa makanan, merapikan meja dan kursi, membersihkan ruangan, lantai, serta peralatan makan dan minum. cara pembagian bagi hasil baik di daerah asalnya di minang (sumatera barat) maupun di perantauan (di daerah lain), bagi hasil yang dilakukan tidak menggunakan prosentase (%) tetapi menggunakan istilah “mato” atau mata yang dapat diartikan dengan “point” atau ratio. sesuai struktur unit atau kelompok yang terkait dalam operasional pelayanan rumah makan “padang” sebagaimana disebutkan sebelumnya maka komposisi bagi hasil kelompok operasional sebagai berikut. koki kepala : 6,0 – 7,0 mata/point koki i : 4,0 – 5,0 mata/point koki ii : 2,0 – 3,5 mata/point kasir kepala : 5,0 – 5,5 mata/point kasir : 3,0 – 4,0 mata/point palung : 4,0 – 4,5 mata / point pelayan : 3,0 3,5 mata / point cuci piring : 2,0 2,5 mata / point penetapan skala pada lajur kiri merupakan komposisi pada awal bekerja sedangkan pada lajur kanan merupakan komposisi atas kenaikan point setelah beberalama bekerja/cukup pengalaman kerja dan memperhatikan dedikasi, loyalitas, serta keterampilan pegawai yang bersangkutan. nominal keuntungan yang dibagi adalah hasil bersih usaha, yaitu setelah diperhitungkan biaya produksi (cost of goods sold), penggantian peralatan yang rusak/penghapusan peralatan, pajak, dan zakat hasil usaha. perhitungan zakat itu merupakan penerapan syariah islam dan atas pendapatan seseorang dibebankan zakat sebesar 2,5% yang menjadi hak para fakir miskin dan kelompok lain yang telah ditetapkan dalam ajaran islam. journal the winners, vol. 5 no. 1, maret 2004: 45-51 48 contohnya sebagai berikut. 1. hasil bersih usaha setelah dkurangi zakat 200 juta. 2. jumlah mata/point seluruh karyawan: 50 mata/point pembagian hasil usaha sebagai berikut. 1. pemodal: 50% = rp100 juta 2. kelompok operational : 50% = rp100 juta 3. koki kepala: 6/50 x rp100 juta = rp12 juta 4. kasir kepala: 5/50 x rp100 juta = rp10 juta 5. cuci piring: 2/50 x rp100 juta = rp4 juta 6. dan seterusnya. bila dibandingkan dengan sistem gaji tetap maka sistem bagi hasil memiliki beberapa keunggulan, antara lain sebagai berikut. 1. pembagian bagi hasil dilakukan secara terbuka. 2. pengalaman/masa kerja atau keterampilan tetap mendapat penghargaan. 3. menumbuhkan motivasi dan kerja sama yang erat karena kenaikan hasil usaha akan dinikmati bersama secara proportional sesuai bidang tugasnya. 4. terjadi perbaikan kualitas pelayanan terutama aspek manusia (motivasi) secara terus menerus (continues improvement). 5. karyawan akan mengembangkan diri secara terus menerus sehingga mampu bekerja dengan keterampilan terbaik melalui pendidikan dan latihan. 6. karyawan akan melibatkan diri melalui sistem saran dan aktifitas dalam masing masing kelompok kerja. mengingat bahwa konsep bagi hasil mendorong perbaikan kualitas pelayanan maka hal itu sejalan dengan prinsip manajemen jasa, yaitu menerapkan filosofi “memuaskan konsumen” dan melakukan pendekatan secara menyeluruh untuk meningkatkan kualitas semua proses, produk, dan pelayanan yang berkesiambungan, mencapai hasil yang berkualitas total (tqm), serta menumbuh kembangkan kebanggaan karyawan atas prestasi kerjanya vincent gaspersz dalam bukunya manajemen kualitas dalam industi jasa, mengemukakan bahwa pemberdayaan karyawan dapat dilakukan, antara lain dengan memperlakukan karyawan sebagaimana anda ingin diperlakukan berkaitan dengan aspek kejujuran (honesty), kesamaan (equality), kerja sama (team work), pengakuan (recognition), dan kepercayaan (trust) maka dengan sistem ini karyawan merasa terberdaya (empowered employees) karena mereka merasakan hal berikut. a. pekerjaan/usaha yang dijalankan merupakan milik mereka. b. mereka menjadi bertanggung jawab. c. mereka mengetahui di mana mereka berada/bekerja. d. memiliki pengendalian diri atas pekerjaan mereka. selanjutnya, vincent mengemukakan penerapan konsep kualitas dalam produk jasa merupakan langkah pengorganisasian gerakan di tempat kerja (work place organization) dengan profit sharing dalam pengelolaan… (fauzi solihin) 49 memberikan contoh apa yang telah dilakukan oleh perusahaan jepang yang menerapkan konsep kaizen di tempat kerja yang diberi nama “gerakan 5 s” berikut. 1. seiri (bereskan) bedakan yang perlu dengan yang tidak perlu, singkirkan yang tidak perlu. 2. seiton (simpan dengan teratur) barang harus disimpan dengan rapi sehingga siap pakai bila diperlukan. 3. seiso (bersihkan) pelihara tempat kerja agar selalu bersih. 4. seiketsu (kebersihan pribadi) kebiasaan besih dimulai dari diri sendiri. 5. shitsuke (disiplin) taati prosedur kerja. konsep kaizen merupakan suatu kesatuan pandangan yang komperhensif dan terintegrasi dengan maksud melakukan perbaikan secara terus menerus (continuous improvement). dalam pelayanan jasa untuk suatu perbaikan, diperlukan komitmen yang tinggi dari aspek manusianya (motivasi), di samping aspek teknologi. dengan penerapan manajemen kualitas di beberapa rumah makan “padang” seperti rumah makan “sederhana” misalnya, maka akan terasa kualitas pelayanannya cukup baik dan cepat karakteristik jasa atau penyerahan jasa, seperti pelayanan rumah makan, dapat bersifat kuantitatif (dapat diukur) dan kualitatif (dapat dibandingkan). beberapa karakter yang secara subjektif dievaluasi oleh pelanggan, antara lain sebagai berikut. a. fasilitas, jumlah personil, dan kuantitas peralatan. b. waktu tunggu, waktu proses. c. keandalan pelayanan. d. kebersihan, kenyamanan, dan estetika lingkungan. e. etika para karyawan. hal tersebut menyangkut perilaku dan performance individual yang secara langsung harus menjadi perhatian manajemen, seperti berikut ini. 1. memilih personel berdasarkan kemampuan untuk memenuhi spesifikasi pekerjaan; 2. menciptakan lingkungan dan hubungan kerja yang aman dan nyaman; 3. menumbuhkan rasa pada semua personil agar mereka merasa memiliki keterlibatan yang mempengaruhi kualitas jasa yang diberikan; 4. mendorong peningkatan kualitas dengan pemberian pengakuan/penghargaan; 5. menetapkan tindakan terencana untuk memperbaharui atau meningkatkan keterampilan personil. pendidikan atau pelatihan personil tentang kualitas pelayanan harus tetap berjalan dalam kerangka penciptaan/peningkatan kepuasan konsumen. menurut phillip kotler, kepuasan konsumen apakah senang atau kecewa, merupakan refleksi perbandingan antara kinerja suatu produk dan harapannya. jika kinerja berada di atas harapan atau memenuhi harapan maka journal the winners, vol. 5 no. 1, maret 2004: 45-51 50 pelanggan/konsumen akan puas atau sebaliknya. kepuasan pelanggan/konsumen memberikan dampak terciptanya loyalitas pelanggan, hubungan dengan pelanggan menjadi harmonis, dan pelanggan akan merekomendasikan (promosi) kepada calon pelanggan lain. penilaian konsumen adalah suatu ukuran mutlak bagi industri jasa. reaksi pelanggan mungkin segera dengan cara berhenti menggunakan atau membeli jasa yang dimaksud tanpa pemberitahun kepada si pemberi jasa sehingga kehilangan peluang untuk melakukan tindakan korektif. selanjutnya, kotler mengidentifikasi beberapa metode untuk mengukur kepuasan pelanggan, antara lain melalui survei kepuasan dan keluhan/komplain pelanggan handi irawan d. dalam bukunya 10 prinsip kepuasan pelanggan mengemukakan bahwa keluhan yang disampaikan pelanggan merupakan ruang service recovery yang diberikan pelanggan sehingga upaya mempertahankan langganan dapat berjalan baik. oleh karena itu, di banyak rumah makan “padang” sering ditulis kata kata himbauan, seperi berikut ini. “bila anda puas sampaikan pada sahabat anda dan bila anda kurang puas segera sampaikan pada kami” ada lagi satu hal yang unik dalam pembagian bagi hasil ala rumah makan “padang” ini, yaitu pelaksanaan bagi hasil dilaksanakan setelah setiap 100 (seratus) hari. perlu dicatat bahwa ketidakhadiran seorang pekerja akan mendapat potongan yang proporsional dan dipotong dari bagian yang akan diperolehnya. mungkin tanpa disadari perhitungan bagi hasil setiap 100 hari sudah menciptakan formula bahwa setiap ketidakhadiran karyawan kan mendapat penalti 1/100 atau 1% untuk setiap hari kerja mengingat masa bagi hasil cukup lama, yaitu setiap 100 hari kerja maka kepada karyawan diberi kesempatan mengajukan bon pinjaman untuk memenuhi kebutuhan rumah tangganya dan akan diperhitungkan langsung pada saat pembagian hasil usaha. sistem kontrol bila diamati lebih cermat, setiap piring lauk pauk yang beraneka ragam apakah daging, ikan, ayam, dan sebagainya selalu berisi 2 (dua) potong, kecuali sayuran. setiap tamu/konsumen akan membayar apa yang telah dicicipi atau dimakan/diminum, dan bukan apa yang telah disajikan. selain praktis, mudah, cepat, dan memenuhi aspek estetika, yaitu keharmonisan antara tempat/piring dengan isinya, maka standar penyajian tersebut sudah pasti memudahkan kontrol bagi pelayan dalam menghitung harga yang harus dibayar oleh konsumen dan terhindar dari salah duga mengenai jumlah porsi yang telah dinikmati/dimakan oleh konsumen. perhitungan yang dibuat oleh unit pelayanan akan dihitung ulang oleh kasir guna menghindari kesalahan dalam penjumlahan angka sehingga tidak merugikan konsumen maupun pihak perusahaan penutup simpulan usaha bagi hasil sangat memotivasi karyawan untuk meningkatkan kinerjanya dan menumbuhkan rasa kepemilikan usaha dan tanggung jawab serta peningkatan kerja sama berkesinambungan antarsesama karyawan. hal tersebut mewujudkan suatu tim yang padu dalam profit sharing dalam pengelolaan… (fauzi solihin) 51 upaya peningkatan pelayanan kepada konsumen. mengemukakan prinsip “kepuasan konsumen” merupakan paradigma baru merebut hati konsumen dalam rangka memenangkan persaingan bertambah banyaknya konsumen yang puas merupakan langkah promosi yang efektif dan cukup efisien karena promosi akan disampaikan dari mulut ke mulut. pelanggan yang complain adalah pelanggan setia yang memberi ruang kesempatan pada pemberi jasa untuk melakukan service recovery sehingga loyalitas pelanggan dapat dipertahankan. daftar pustaka gaspersz, vincent. manajemen kualitas dalam industri jasa. jakarta: gramedia pustaka utama. golis, christopher c. empathy selling. jakarta: gramedia pustaka utama. irawan d., handi. 10 prinsip kepuasan pelanggan. jakarta: media elex media komputindo. kotler, philip. manajemen pemasaran, analisis, perencanaan, implementasi, dan kontrol. prenhallindo. microsoft word 06_th. widia s._teaching leadership using concept map 1.doc teaching leadership using… (th. widia soerjaningsih) 143 teaching leadership using concept map: a case study for the relationship between manager and leader th. widia soerjaningsih1 abstract usually teaching using concept map, is able to make everything clearer than if we use descriptive approach. but we cannot use concept map in all subjects. teaching in science and mathematics subject can easily use concept map but not in teaching art. leadership subject is an art, but in some cases we can use concept map too. in this case, we are focusing at the topic: “relationship between manager and leader”. keywords: teaching leadership, concept map, manager, leader asbtrak biasanya, mengajar menggunakan concept map dapat membuat sesuatu lebih jelas daripada menggunakan pendekatan deskriptif. akan tetapi, concept map tidak dapat digunakan untuk semua mata kuliah. concept map dapat digunakan untuk mengajar mata kuliah ilmu pengetahuan dan matematika tetapi tidak dapat dapat digunakan untuk mengajar seni. mata kuliah kepemimpinan merupakan mata kuliah seni tetapi dalam beberapa kasus, concept map dapat digunakan untuk mengajar mata kuliah tersebut. dalam artikel ini difokuskan pada topik: “kaitan antara manajajer dan pemimpin”. kata kunci: pengajaran kepemimpinan, peta konsep, manajer, pimpinan. 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 5 no. 2, september 2004: 143-148 144 introduction this case study would like to tell about hartono’s experience in teaching leadership subject to his students in the fifth semester this year. he is my colleague. he usually teaches algorithm, computer programming, or mathematics (all science and mathematics) subjects. he has never taught an art subject, because engineering is his education background. after many years hartono teaching in science and mathematics, he feels that science and mathematics are very logical and exact, then made him boring because his teaching experiences and his working experiences cannot synergize to make him grow in his knowledge. with his working experience in management, hartono tries to teach leadership this semester. he thinks if he teaches leadership, he can tell his students about his working experience and also he can grow his knowledge. he feels that teaching, working experiencing and knowledge can grow easily, if he does it in line. he knows that experience is understanding something by doing and teaching is knowing something by reading, learning, and sharing. all of this will enrich his knowledge. because he has experiences in teaching mathematics, he teaches leadership also uses a mathematic logical. he teaches use a concept map. relationship between manager and leader in the first session of the module he must explain to the students about the relationship between manager and leader. using a constructivist method, he starts to ask the students about what had they known about the relationship between manager and leader. and he got many ideas from the students as follows. a. andi said that manager is a leader and leader is a manager. he read it in the newspaper that “the leaders of the abc company successfully did all the spectacular plan”. from this statement he thinks that the leader is meant manager. b. budi said that a leader is more than a manager. all the managers are leaders but not all the leaders are managers. he said that because there are formal leaders, who is the same with managers and also there are non-formal leaders; who are not the same with managers. c. tuti told what she had read from the reference “people in organizations, an introduction to organizational behavior”, by terence and mitchell that “leadership as a managerial role”, “…. being a leader, in other words, is an important managerial role. but it is not the only role that a manager plays. there are others. mintzberg (1973), for example, has identified ten distinct roles that are played by almost every managers. these ten roles fall into three categories: informational roles (monitor role, teaching leadership using… (th. widia soerjaningsih) 145 disseminator role and spokesperson roles), decisional roles (entrepreneurial role, disturbance handler, resource a locator, negotiator) and interpersonal roles (figurehead role, liaison and leadership role)”. she told that its means manager is more than leader, all the leaders are managers but not all the managers are leaders. from all those statement, he asked the students whose statement are right, andi’s, budi’s or tuti’s statement? they are very confusing because tuti’s and budi’s statement are very different. then he simplify those three relations, using relational diagram as follow. if m = manager and l = leader, then we could draw those three conditions as: a. b. c. all m = l all m = l all l = m all l = m not all l = m not all m = l and amir said that he also could draw another condition as follow. from this picture we can see that there are three area, those are: 1. area i, will represent area for manager, who are not a leader; 2. area ii, will represent area for manager, who are also a leader, 3. area iii will represent area for leader, who is not a manager. at the end of the discussion he closed his lesson and said to them that all of the statements are right and they had to take attention if they want to choose one of those statements, they must mention who is the author or what is the argument. if the argument was rational and logical every body will declare that statement is right. then he asks to every ones, must be wise to hear and take attention to the other opinions. m = l l m m l i m iii l ii m=l journal the winners, vol. 5 no. 2, september 2004: 143-148 146 case commentaries a. central character that story told about my experience as a lecturer who explain the students to understand the difference between leader and manager used a mathematical diagrams. the lecturer used all the background of his knowledge to explain what he wants to teach. he used also the constructivist method, tried to build the understanding of his students up to their knowledge. his engineering background and his experiences teaching sciences and mathematics helped him to teach an art easily. his habits to think logical and mathematical very helpful to teach other subjects. after he taught this unit, he likes to teach leadership because he could use his background also his work experience to make his students understand better, for example: he could use relational diagram (a concept map) to tell his students about the difference between manager and leader. the students also very happy with this style, and then they can develop their knowledge better and better. b. trainee teacher this was a wonderful story. reading that case, it would inspire me to teach an art subject using a mathematical diagram which many people did not realize before. my background is management studies, and this semester got a duty to teach leadership. in my class i told the students the same topic but i don’t use a diagram. i only use an example in daily activity. my students get confuse about this topic, and i try to explain more and more. i need much time to make them understand. also i read from that case that the students very enthusiastic to follow the lesson, they participate very well and also they can explore their knowledge better and better. after i read this case, i think i will use this method another time. it was much clearer than i did. c. senior lecturer in leadership this story was interesting. partly, he succeeds in encouraging the students to express their perceptions about the relationship between the concept of manager and leader, in relational diagram. and the message is clear. based on this diagram, the students realized that, there is no one universal answer to the problem put by this question (relation between manager and leader) and by the leadership in general. on the other side, the students learn to appreciate the others opinion, their peers. however, the very point is how to pattern their map, where all possible relations are included. in this regard, perhaps venn diagram (or elle’s diagram) is helpful. so, beside those three diagrams, we have another one, that there is a different between manager and leader. and this idea increasingly supports by many writers, since the publication of abraham zaleznik’s article twenty years ago in harvard business review teaching leadership using… (th. widia soerjaningsih) 147 (1976). in short, by mapping all the possible relationship, the students come to understand, not only the relationship between the manager and the leader, but also, the necessity to borrow the tools (concept) from another field. so, they also gradually aware the multidisciplinary nature of the field. discussion i don’t write the story about teaching science or mathematics, because from this semester i don’t teach science and mathematics any more. this semester i start teaching leadership. i interest with hartono’s experience because i have the same background with him. at the first time i decided to teach leadership, i never imagine that i can use mathematical diagram to teach an art subject. after hartono told me about his experience, i think that is a good case for me. from this lesson i can learn if we looking for the relation between two things, always we can use relational diagram to draw it. and then it made clear all we have discussed. and i can use my multidisciplinary background to support what i want to teach. i may not to divide field by field, but i must combine as necessary. finally, i aware that in teaching i can use my multidisciplinary background to make my students understand better also from the students side, they can use all their multidisciplinary experience to construct their knowledge. conclusion from this case study, i feel that collaboration and sharing experiences among peers will grow our understanding and also our knowledge. constructivist approach is the best method to build our knowledge and also students knowledge. finally, case study helped somebody understand better about the topic because it was a real story around us. journal the winners, vol. 5 no. 2, september 2004: 143-148 148 references gallagher, j.j. 1996. “implementing teacher change at the school level.” in david f. treagust, reinders duit, and barry j. fraser. improving teaching and learning in science and mathematics (pp.222-231). new york: teachers college press. hand, brian. 1996. “diagnosis of teachers’ knowledge bases and teaching roles when implementing constructivist teaching/learning approaches.” in david f. treagust, reinders duit, and barry j. fraser. “improving teaching and learning in science and mathematics” (pp.212-221). new york: teachers college press. kilbourn, b. 1991. learning the art of constructive feedback in teaching. toronto: oise press. novak, joseph d. 1996. “concept mapping: a tool for improving science teaching and learning.” in david f. treagust, reinders duit, and barry j. fraser. improving teaching and learning in science and mathematics (pp.32-43).new york: teachers college press. northfield, j., r. gunstone, and g. erickson. 1996. “a constructivist perspective on science teacher education.” in david f. treagust, reinders duit, and barry j. fraser. improving teaching and learning in science and mathematics (pp.201-211). new york: teachers college press. wallace, j. and w. louden. 1991. “collaboration and the growth of teachers' knowledge.” article presented at the annual meeting of the american educational research association, chicago, april 1991. microsoft word 04_mn_budiman's_220816_rev1.doc impact evaluation study …… (budiman notoatmojo) 29  impact evaluation study for institution strengthening of social food distribution budiman notoatmojo management department, school of business management, bina nusantara university jln. k.h. syahdan no.9, palmerah, jakarta barat, 11480 d1601@binus.ac.id / budiman_phd@yahoo.com the general objectives of this study were to evaluate whether the implementation of activities for strengthening ldpm could achieve the expected goals, to evaluate whether the ldpm strengthening activities had a positive impact. the study analysis used was descriptive, comparison, and financial analysis. the results of this study have shown that ldpm farmers’ income have increased significantly, and the gapoktan as lpdm farmers’ institution has been significantly developing as a bulog function in procuring grain paddy from farmers during peak harvest and distributing rice to stabilize the price of rice during the limited rice in the market. keywords: farmers group association (gapoktan), lpdm, and bulog. introduction the drop in the price of grain during the harvest and the unavailability of food reserves during the drought are interrelated that almost always overrides farmers and rural communities. indeed it is the task of bulog (badan urusan logistik/indonesia bureau of logistics) to buy grain at harvest time to stabilize the price, to hold, and to distribute food supplies to people needed during harvest time or if there is a disaster. however, bulog is unable to do so simultaneously, either during the harvest or during the drought where most of the people needed. so there are two problems to be solved simultaneously, namely falling grain prices and the availability of food reserves. according to the food security agency which has launched a breakthrough program since 2009, strengthening institutions food distribution society (strengthening ldpm/lembaga distribusi pangan masyarakat) by channeling social funds (bantuan sosial) assistance ldpm to gapoktan (gabungan kelompok tani/association of farmers group). it is hope that gapoktan is able to contribute to purchase grain farmers with a minimum price of hpp (harga pokok penjualan/floor price), conduct processing of paddy to rice, store and sell grain or rice at a high price in order to generate optimal profits, manage food reserves and releasing to the current members if needed, especially in times of scarcity or disaster. the general objective of this study is to evaluate whether the implementation of the activities during the ldpm reinforcement can achieve the desired objectives, evaluate whether this ldpm strengthening activities have a positive impact, provide recommendations for the future sustainability of the program. methods according to the world bank (2013), impact evaluation rigorously measures the project's impact on beneficiaries. this is usually done by comparing the results between the beneficiaries and the control group, both before and after the project is implemented. therefore, the simplified logical framework is essentially to strengthen the organization management of gapoktan that is able to deliver the venture capital to unit distribution/marketing/processing unit and reserves so as to benefit from 30    journal the winners, vol. 17 no. 1, march 2016: 29-35  selling rice, stabilize prices at harvest time, and provide a food reserve that can be used members at any time, if needed. from the discussion, it is logical-framework composed of assessment evaluation strengthening of ldpm as seen in figure 1 and 2. figure 1 logical framework for strengthening ldpm figure 2 operational frame work impact price of grain, rice corn achievement of stable food farmers’ income and social welfare increased increased of fund capital bansos fund used for capital management construction warehouse for grain, rice, corn warehouse for grain, rice, and corn input output outcome increased of food reserve fund used to buy grain, rice, corn, and used for food reserve guidance and management increased of farmers member who used for food reserve reporting * 1. inception report * 2. interim report * 3. final report indicator * 1..price of grain, rice, and corn * 2. food security condition * 3. the phaegapoktan manajemen * 4. the phase of gapoktan succes * 5. the phase of ldpm adoption information needed * 1.price of grain, rice ,and corn * 2.economic condition (margin and income) * 3.social condition (food acsesability) * 4.ability to use bansos fund effectively * 5.number of approved ( success) gapoktan * 6.number of gapoktan non lpdm that adopted ldpm approach data source *.1.gapoktan committee, member, chairmen *.2. gapoktan technical team *.3.agriculture service *.4.local government data collection & analysis * .1. field survey, observation, discussion * .2. primary and secondary data *. 3. descriptive analysis, swot, trend, roi *. 4.financial analysis goal identification * 1.impaact evaluation lpdm * 2. benefit evaluation lpdm impact evaluation study …… (budiman notoatmojo) 31  data analysis is the stage to interpret the data obtained. the activities undertaken include a primary data analysis and information collected. because there is no baseline data then its substitute with gapoktan control. thus the analysis of the data used is with or without project (suryana, 2013). the analysis includes the descriptive analysis (moa in http://panel hrgabkp.deptan.go.id) and the benchmarking analysis (moa in http://aplikasi.deptan.go.id). to compare performance is used before and after the activities by comparing gapoktan participants with gapoktan control (with and without project analysis). the method to be used is hypothesis testing for two independent populations. the hypothesis tested is: statistical tested: critical value: trend analysis is a statistical analysis which intended to make an estimate or forecast for the future (sedana, 2013). in the study due to the period of data collected is not enough, then the trend analysis is used only to illustrate the progress of the achievements of each gapoktan. while wiehle et al., stated that financial feasibility analysis studies (björnsdóttir, 2010) are often used in assessing the activities of the production is the return on investment with the formula: roi (return on investment) is calculated by comparing the total revenues minus gapoktan participating farmers received social funds (gapoktan bansos) that divided by funds received from bantuan social (social assistance). then it is measured the economic benefits to the b/c1 ratio from the group, in conducting a unit efforts with the following formula value advantage that revenue fewer costs divided by costs. if the time series data will also be used enables the analysis of the npv (net present value). to facilitate the preparation of the questionnaire presented a check-list relationship between evaluation purposes, the method of analysis, the unit of analysis, as well as the type and method of data collection, can be seen in the following table. table objective evaluation, tools and analysis unit and data types evaluation objective analysis framework analysis unit data type and data collected 1. to see strengthening impact ldpm to: a,b,c,d, primary and secondary data from http://aplikasi.deptan.go.id/smspld pm a. price stability, price of rice, grain, and corn 1. descriptif analysis 2. trend analisis 1. gapoktan financial secondary data gapoktan, using check list questioner b. economical condition (increase margin and income) 1. descriptive analysis 2. b/c ratio analysis 3. roi and npv 1. gapoktan quantitative financial secondary data gapoktan, from cek list priimary data from interview gapoktan c. social condition 1. trend analysis gapoktan primary data from interview with gapoktan note: √ check-list quetioner h 0 : μ 1 –μ 2 = 0 h 1 : μ 1 –μ 2 ≠ 0 ( ) 2 2 21 2 1 2121 // )( nsns xx z + −−− = μμ 2/ 2/ α α zz orzz −< > 32    journal the winners, vol. 17 no. 1, march 2016: 29-35  table objective evaluation, tools and analysis unit and data types (continued) evaluation objective analysis framework analysis unit data type and data collected d. the funtional phase of institution: • bansos fund development • food procurement • food reservation and distribution • role of facilyties 1. roi analysis 2. trend analysis 3. b/c ratio analysis gapoktan primary and secondary data qualitative and quantitative from gapoktan committee and resource person secondary data from gapoktan 2. lpdm program need to be continued ? exit strategy? 1. trend analysis 2. b/c ratio analysis gapoktan secondary data primary data note: √ check-list quetioner the study is conducted by taking a sample of the recipient of the social assistance of gapoktan strengthening ldpm 2009 and 2010 (phase independence) from 9 provinces, namely west java, central java, di yogyakarta, lampung, north sumatra, south kalimantan, west kalimantan, south sulawesi, and west nusa tenggara. each province randomly selects two districts, and each district selects two gapoktan ldpm randomly (total 72 gapoktan ldpm). from each district also selects 1-2 gapoktan non ldpm as controls (total 13 gapoktan control). respondents are interviewed include the chairman of gapoktan, gapoktan caretaker, companion, farmer members and district-level technical adviser. results and discussions the development of gapoktan distribution business units and reserve units has increased by 59,8% and 67,3%. it indicates that gapoktan has been carrying out activities that mandated by the general guidelines for strengthening ldpm. bansos funds received have been used by all gapoktan (100%) to build warehouses. this is in accordance with the rules that stated in the general guidelines. approximately 63,3% reserve warehouses built on land is owned by the gapoktan, while remaining on a land grant of 24,5%, and the land belongs to members of 2%; and that 10,2% had a notarial deed. even though many choices of purchasing grain/rice/corn, but 60% gapoktan prioritize the permanent members, and 20% gapoktan prioritize non-permanent members. as the place of purchase within the rules. gapoktan has implemented the procurement of food reserves of grain, rice, and maize to replenish warehouse stock of food. this stock is stored and sold at a decent price, and partly for the food reserve. gapoktan distributed grain is either not sold (44%) and for further processed or stored as a backup or to be sold (60%) varies. this condition is an economic opportunity to select more than one distribution/sales. when it is not exhausted to channel into one place, could be channeled into other places. gapoktan bought grain/rice is at above hpp (floor price). as expected the average purchase price of grain per kilogram is rp 3.848,00 and rice rp 6.804,00 by gapoktan ldpm above hpp (grain rp 3.300,00 and rice rp 6.600,00) and the purchase price of an individual is higher than from non-members. the average selling price of grain is rp 4.158,00 and rice is rp 7.357,00 also above hpp, and the average selling price of rice to members is lower than non-members. gapoktan buys corn from the various places. one gapoktan can buy 2 or 3 that depends on needs and economic considerations. the existence of various places where gapoktan buys corn shows that 46,33% gapoktan buys corn from active members; 24,5% of non-member farmers in the same village and 20% of farmers outside the village. impact evaluation study …… (budiman notoatmojo) 33  reserve gapoktan rice has been functioned and used by 39% of active members and 24% inactive members. the average volume of lending is 26 kg/family in a month for active members and 12 kg/family in a month for inactive members. distribution of rice reserves makes at the time is famine 57,9%, no disasters 26,3%, and 15,8% at any time. distribution of food reserves when disaster actually is not a task of gapoktan, therefore in such cases to restore local government food reserves are borrowed during the disaster to gapoktan. gapoktan is not a charity institution, but it remains oriented to institution profits. after following strengthening ldpm, gapoktan percentage who engages in activities that are off-farm increased significantly, such as buying and selling grain/rice/maize (up 50%), processing (up 35%), and management of reserves (an increase of 55%). while the on-farm activities such as the provision of inputs and another agronomic management, savings, and loans are still performed but no significant increase or even remain. a positive impact on the gapoktan management is in particular stages of planning activities, business planning, demand planning food reserves, and monitoring and bookkeeping orderly after receiving bansos for ldpm strengthening. also compared to non-ldpm, the ldpm gapoktan was still better off. at national level strengthening activities ldpm has managed to raise and maintain the stability of the price of grain and rice gapoktan members ldpm, especially when the prices fall in the harvest season. figure 3 shows that nationwide during the year 2012, the price of unhusked rice harvest (gkp) for gapoktan farmer members who got bansos ldpm always above hpp (floor price) and tend to be higher than the average price of gkp farmers. at the moment, the price gkp at farm level falls below the hpp in the harvest season (march-may 2012) farmer group members still get the price above the hpp. similarly, the price of paddy at the mill, and the price of rice milling rate nationally. it turns out that this condition is found in almost all the provinces and districts, as seen in figure 3. figure 3 grain price development (gkp) at farmers ldpm level and at national level the average ending balance of cash book bansos ldpm fund when the survey is usd 83 million in cash and usd 34 million bank accounts. the existence of the final balance is a major indicator that gapoktan participants strengthening ldpm are still going well. during the project period of 4 years, gapoktan gains as much as us $ 46,7 million, an average of rp 11,7 million per year, or 6,74% per year. indeed, the interest rate is below the bank 8% per year. but keep in mind that there are other benefits that have not been taken into account, namely the increase in tangible assets and intangible assets. the facility of grain processing greatly affect the economic benefits. first, because it is associated with a cost, both the drying, and milling, and secondly, it is related to the quality of rice produced. limitations are drying floor forces the farmers to hire a dryer, as well as ownership of rmu. cv=3,0 34    journal the winners, vol. 17 no. 1, march 2016: 29-35  comparing with gapoktan non-ldpm, the owned assets of gapoktan ldpm also looks better, except ownership of a dryer and a tractor is owned more by gapoktan non-ldpm. by having better business assets show that ldpm strengthening activities motivate gapoktan to have a more professional effort. by using the average price of members and non-members as well as the conversion of gapoktan grain rice to 56% (to them including processing fees), then the rice sales business makes a profit of rp 242,00/kg of rice. when it should hire processing facilities (including the drying and grinding) which require an additional fee, then the profit value will be reduced. therefore it is quite reasonable when gapoktan rmu expects to have its own purchased by non-members or other funding sources (budget or banking). the increasing number of permanent members (18%) indicates that the interest of farmers to become members gapoktan who receive strengthening ldpm is increasing. while the decreasing number of non-permanent members (38%) shows that the displacement of the non-permanent membership status becomes permanent. this condition indicates that the presence of gapoktan strengthening ldpm has attracted the interest of farmers to become a permanent member because it provides benefits to its members. the transparency of financial management is measured by the level of knowledge of participants farmer group as an ldpm members shows (1) determine gapoktan bansos receives funds as much as 92,6%, (2) the use of funds bansos knows as much as 94,44%; but (3) the cash balance of gapoktan knows only 62,70%, while 33,33% do not know the farmer gapoktan members and the rest do not answer. this condition indicates that revenue transparency and the use of bansos funds are very good, but on the cash balance gapoktan rated pretty but still needs to be improved. before receiving bansos ldpm gapoktan majority (45,5%) share gains as shu members, but after participating in activities strengthening ldpm, most gapoktan (43,3%) have taken advantages to increase business capital. members believe and realize that increase business capital will boost revenue and enhance the performance of gapoktan as a provider of food reserves and guard price stability in farmers to keep on top of hpp, especially at harvest time. togetherness and caring society that is rooted in local policies able to glue the fraternity to prosperity. a total of 82,5% of respondents indicate that ldpm strengthening is helpful. based on the benefits of that 75% of respondents said strengthening ldpm is followed, only 1,47% are told to stop. it turns out that the principle of benefit for the farmer group members are not only economic benefits but also equally important social benefits as indicated by the "can establish a relationship". indeed the role of social capital in the process of empowerment of farmers can not be considered trivial; sometimes it is even determining the success. based on the magnitude of the acquisition of farmers' income, sales result’s production in the form of rice gives higher earnings compared with the results of the sale of products in the form of paddy (popidylah, radian, & suyatno, 2015). the member of gapoktan ldpm generally never borrows money from the group (48,39%), which often borrows only 11,29%. they believe that this money is used as gapoktan capital for agricultural activities that making it more useful than the loan. similar circumstances in borrowing grain, because farmers feel still able to meet their own needs. yet there remains a permanent member or not obtain a loan of grain/rice and corn. there is no interest to pay the loan. farmers obtain assurance market, as shown by the majority of farmers who are always bought by gapoktan (57,25%), while never just 4%. likewise, guarantee gapoktan price is always higher than the market price (44,35%). members also get a share of the profits from the group. from the survey results show that ldpm strengthening gapoktan believed by members to provide marketing collateral, the higher price than the market price and the guarantee of profit sharing. another impact strengthening ldpm is to increase the confidence. impact evaluation study …… (budiman notoatmojo) 35  conclusions due to food security is one of the pillars of national development, through the program for strengthening ldpm is very important to motivate gapoktan to develop the agribusiness on rice and corn. farmers are no longer selling their own to middlemen, but they have been combined in gapoktan to sell it in groups. although the gapoktan benefits are not optimal, but their profits are still better than profits earned before they receive bansos funds under the program of strengthening ldpm. the level of profits does not take into account and take advantage of the increase in tangible and intangible assets that owned by gapoktan as the impact of the "business capital" provided by the government through strengthening ldpm activities. even though the benefits are partly not optimal due to gapoktan, in general, has limited processing infrastructures such as harvesting equipment, dryers, drying floors, rice mills/maize. meanwhile, other limitations that are not owned by gapoktan among others are gapoktan human resources’ skills in entrepreneurship to run its business, the development of marketing networks, and the development of venture capital. if the infrastructure and capabilities, as well as the development of networking entrepreneurship, enhanced marketing, then gapokatan are able to achieve even greater gains. in strengthening ldpm activities which are able to push gapoktan to grow the business and increase the value-added downstream side, namely, as a food business (storage, processing, packaging) compared to only perform activities on the upstream side that is only as perpetrators of cultivation. although the activities of entrepreneurship are not sufficient, but it is already able to show the development of the embryo food business economic institutions. looking ahead after gapoktan beyond the stage of independence and has become an asset of the provincial government and the city district, then to maintain the assets of gapoktan (capital and tools that have been provided by the government) need to be done intensively, so it does not become a no man's land assets (depleted indivisible for or used by the board gapoktan only). the social impact of the implementation of the strengthening ldpm among others is to increase the interest of farmers to the food business, foster a culture of transparency in financial management, and foster a caring and sharing towards fellow members and rural communities. the strategy mentoring and coaching will be adapted to the conditions and status groups according to their level of success. references björnsdóttir, a. r. (2010). financial feasibility assessments building and using assessment models for financial feasibility analysis of investment projects. university of iceland reykjavik: school of engineering and natural sciences. available from http://skemman.is/stream/get/1946/4452/12991/1/assessment. popidylah., radian., & suyatno, a. (2015). analisis pendapatan usaha tani padi di desa sungai kinjil kecamatan benua kayong kabupaten ketapang. jurnal social economic of agriculture, 4 (2), 74-87. sedana, g. (2013). modal sosial dalam pengembangan agribisnis petani pada sistem subak di bali (doctoral dissertation). bali: universitas udayana. suryana, a. (2013). penguatan ldpm: pemberdayaan lembaga ekonomi petani. jakarta: sinar tani. world bank. (2013). impact evaluation methods. africa impact evaluation intiative. microsoft word 06_perkembangan manajemen strategi_son wandrial.doc journal the winners, vol. 5 no. 1, maret 2004: 52-71 52 perkembangan manajemen strategi son wandrial1 abstract strategic management is an inter-discipline field which develops rapidly these days.its development follows the other study disciplines like marketing, micro, macro, organization behaviour, etc. strategic management development is also follows the changes in business environment, like industrial competition, consumer behaviour, and technology. companies must adapt those changes if they still want to survive in business. if not, they will be lost. in order to survive, experts had announced many concept. and this article will briefly explain about the main concept which contributes in strategic management development. keyword: strategic management abstrak manajemen strategi adalah suatu bidang ilmu yang interdisiplin dan berkembang dengan pesat pada beberapa waktu belakangan ini. ilmu itu berkembang seiring dengan perkembangan disiplin ilmu lain, seperti pemasaran, mikro, makro, perilaku organisasi, dan banyak lagi. perkembangan ilmu itu juga sejalan dengan perubahan yang terjadi pada lingkungan, seperti persaingan di industri, perilaku konsumen, dan teknologi. perusahaan harus dapat mengadaptasi perubahan tersebut bila ingin tetap bertahan dalam bisnisnya. jika tidak maka akan terlindas oleh perubahan tersebut. untuk tetap dapat bertahan, banyak konsep yang diperkenalkan oleh para pakar. artikel ini menerangkan secara singkat konsep utama yang menjadi penyumbang dalam perkembangan ilmu manajemen strategi tersebut. kata kunci: manajemen strategi 1 staf pengajar fakultas ekonomi, ubinus, jakarta perkembangan manajemen strategi (son wandrial) 53 pendahuluan dalam abad globalisasi yang didukung oleh revolusi informasi dan diperkuat oleh kemajuan teknologi, perbatasan nation states akan runtuh. demikian pendapat dan penulis jepang yang mempunyai reputasi internasional, kenichi ohmae dan bukunya the end of the nation state. pengaruh siaran tv, seperti cnn yang dapat ditangkap dimana-mana oleh antena parabola, menyebabkan nation state tidak lagi dapat menyensor warga negaranya mengetahui apa yang terjadi di dunia, bahkan di negaranya sendiri. beberapa tahun terakhir biaya telepon internasional tidak akan melebihi tarif domestik. semua orang dapat menggunakan e-mail secara murah. di lain pihak, negara berkembang pun ramai-ramai ikut mode untuk menggabungkan diri pada berbagai rencana kawasan perdagangan bebas, seperti afta dan apec. pada kumpulan ekononomi regional, sama sekali tidak dibayangkan bahwa kedaulatan negara akan dikorbankan atau ditelan oleh suatu wewenang supranasional. akan tetapi, di eropa ada gejala, baik ekonomi maupun politik, negara yang bergabung dengan uni eropa berangsur-angsur menyerahkan berbagai wewenang kepada brussel yang merupakan pusat pemerintahan dari uni eropa. gejala borderless world akan meluas dalam jaman informasi elektronika dan gatt/wto pascaputaran uruguay. hal tersebut tentunya membawa implikasi terhadap dunia bisnis. john naisbitt menyebut era saat ini sebagai “the most exiting decade”. bagaimana perusahaan berperilaku dan menerapkan strategi bersaing untuk memenangkan persaingan di era globalisasi mendorong penulis untuk membahas mengenai perkembangan manajemen strategi. penulis memulai pembahasan pada evolusi dari manajemen strategi dilanjutkan dengan konsep keunggulan bersaing yang diperkenalkan michael porter dan bukunya competitive strategy. pada awal tahun 1990-an, c.k prahalad dan garry hamel memperkenalkan konsep komptensi inti sebagai faktor penentu bagaimana perusahaan dapat memenangkan persaingannya. setelah itu, secara berturut-turut penulis membahas hypercompetition dari richard d’aveni dan crafting strategy dari henry mintzberg. pembahasan evolusi strategic planning 1. budgeting and financial control 1. merupakan perwujudan awal managerial system. 2. merupakan suatu prosedur formal untuk menetapkan proses administrasi yang digunakan oleh para manajer dalam menjalankan perusahaan. 3. budgets merupakan proyeksi dari revenue dan costs dalam jangka waktu tertentu, biasanya satu tahun. 4. master budget dipakai untuk memonitor perkembangan bisnis perusahaan, diantaranya sales, manufacturing, administrative activities, investment, dan cash management. journal the winners, vol. 5 no. 1, maret 2004: 52-71 54 5. financial control adalah suatu sistem administrasi sebagai responss terhadap kebutuhan pada manajemen kas yang lebih baik, efisiensi dalam operasional, penurunan biaya, dan keterbatasan sumber daya keuangan. 6. penggunaan rasio keuangan sebagai suatu alat ukur, antara lain sebagai berikut. a. liquidity ratios b. leverage ratios c. profitability ratios d. turnover ratios e. common stock security ratios 2. long-range planning 1. organisasi sudah mulai untuk mendefinisikan objectives, goals, program, dan budget untuk periode beberapa tahun (biasanya lima tahun). 2. muncul sebagai respons dari pertumbuhan pasar yang belum pernah terjadi sebelumnya, tidak cukup lagi kalau hanya berpegangan pada proyeksi budget yang cuma satu tahun saja. 2. starting point adalah pada multi year forecast dari penjualan perusahaan. 3. forecasting berdasarkan pada proyeksi historis, biasanya lima tahun. 4. dalam long-range planning, pertama kali diperkenalkan penggunaan teknik pay-back dan discounted cash flow. 5. long-range planning, dapat dijalankan dengan kondisi sebagai berikut. a. pertumbuhan pasar yang tinggi. b. tren yang dapat diprediksi. c. perusahaan memiliki satu bisnis tunggal. d. tingkat persaingan yang relatif rendah. 6. jika salah satu dari kondisi tersebut tidak dapat terpenuhi maka long-range planning akan sulit untuk dijalankan. 7. long-range planning tidak dapat bekerja bila terdapat perubahan lingkungan eksternal dan tingkat persaingan yang tinggi 3. business strategic planning 1. tahun 60-an terjadi perubahan lingkungan yang penting di amerika serikat, yaitu pertumbuhan yang terus menurun dan meningkatnya tingkat persaingan di beberapa industri kunci amerika. 2. bergesernya fokus perhatian manajerial dari produksi ke marketing. 3. terdapat peningkatan pada diversifikasi yang dilakukan beberapa perusahaan penting melalui proses akuisisi yang agresif. 4. munculnya konsep segmentasi bisnis, membagi-bagi bisnis dalam suatu unit atau entitas tertentu yang independen dan autonomous, entitas tersebut yang sekarang dikenal dengan strategic business unit (sbu). 5. dengan munculnya sbu itu, memungkinkan manajer secara bebas mengontrol bisnis yang dibawahinya, bebas menentukan strategi yang tepat, memiliki konsumen tertentu, menghadapi pesaing tertentu, tidak harus tergantung dengan bisnis (sbu) lainnya 6. munculnya business portfolio approach, model yang digunakan seperti diketahui sekarang ini, yaitu boston consulting group approach (bcg) dan general electric (ge) approach. 7. mulai diperkenalkan dan digunakannya konsep analisis persaingan model dari porter. perkembangan manajemen strategi (son wandrial) 55 a. five forces porter industry analysis: competing among firms rivalry, bargaining power of buyer, bargaining power of supplier, new entrants, substitute product. b. porter’s generic strategy: overall cost leadership differentiation focus 8. beberapa elemen dasar dalam business strategic planning sebagai berikut. a. misi dari bisnis b. analisis lingkungan: eksternal dan internal c. formulasi strategi bisnis d. mendefinisikan dan evaluasi program. e. alokasi sumber daya. f. budgeting, program pendanaan strategis 9. formal business strategic planning process as follows. a. the mission of the business b. formulation of business strategy and broad action program c. formulation and evaluation of specific actions program d. resources allocation and definition of performance measurements for management control e. budgeting at business level f. budgeting considerations and approval of strategic and operational funds 7. business strategic planning juga merupakan suatu proses pembelajaran dan terjadi sharing dalam hal corporate value, corporate phylosophy, pemahaman yang mendalam akan kumpulan bisnis dari perusahaan, serta kompetensi manajerial dan profesionalisme 4. corporate strategic planning 1. perkembangan di bidang elektronik membawa dampak perubahan yang pesat di sisi teknologi. 2. bisnis dari perusahaan berhadapan dengan pesaing baru, yaitu jepang yang menjadi pesaing terkuat bagi mereka. hal itu membuat peta persaingan menjadi semakin ketat dan sengit. 3. proyeksi pada pasar internasional dikarenakan adanya uncertainty (ketidakpastian). penyebabnya adalah inflasi, foreign exchange rate, dan kondisi perekonomian negara yang berbeda-beda di seluruh dunia 4. ketidakpastian muncul juga disebabkan oleh perilaku yang lebih tegas dari kelompok tertentu dalam masyarakat yang menuntut perhatian yang lebih besar dari perusahaan terhadap lingkungan sekitarnya. kelompok tersebut adalah stakeholders. stakehoders bukan hanya terdiri dari pemegang saham, creditor, klien, supplier, manager, dan karyawan saja tetapi juga pemerintah, masyarakat, konsumen, aktivis lingkungan hidup, dan lain sebagainya. 5. tekanan lingkungan eksternal memaksa perusahaan untuk mempertimbangkan kembali kebijakan alokasi atau sharing sumber daya (fasilitas manufakturing, jaringan distribusi, tenaga penjualan, dan lainnya) yang dimiliki kepada masing–masing sbu. pertimbangannya pada pengurangan biaya dan peningkatan efisiensi untuk mengalahkan pesaing. journal the winners, vol. 5 no. 1, maret 2004: 52-71 56 5. perubahan pandangan terhadap segmentasi bisnis 1. muncul dilema bagaimana caranya agar ada kesesuaian dan konsistensi antara fokus strategi untuk segmen pasar yang berbeda dengan struktur organisasi fungsional. untuk itu, harus dibentuk suatu kelompok dalam struktur organisasi yang dapat menjembatani antara struktur dan strategi. 2. interrelationship antara satu sbu dengan sbu lainnya, yaitu shared resources dan shared concerns. digunakannya konsep value-added chain untuk mengidentifikasi shared resources dan shared concerns. 3. dalam proses corporate strategic planning terdapat tiga level hierarki dari planning sebagai berikut. 1. corporate level 2. business level 3. functional level 4. corporate strategic planning process a. the vision of the firm: corporate philosophy, mission of the firm and identification of sbus and their interactions. b. strategic posture and planning guidelines: corporate strategic thrust, corporate performance objectives and planning challenge. c. the mission of the business: business scope and identification of products market segments. d. formulation of business strategy and broad action programs. e. formulation of functional strategy. f. consolidation of business and functional strategies. g. definition and evaluation of specific action program at the business level. h. definition and evaluation of specific action program at the functional level. i. resources allocation and definition of performance measurements for management control. j. budgeting at business level. k. budgeting at functional level. l. budgeting consolidations and approval of strategic and operational funds. 6. strategic management 1. strategic planning tidak akan berguna bila tidak ada dukungan, masukan, dan komitmen dari lower level manager. 2. planning harus terintegrasi dengan sistem administrasi yang ada di perusahaan, seperti management control, komunikasi dan informasi, serta motivasi dan rewards. 3. sistem adminstrasi dan struktur organisasi harus dapat dikoordinasikan dengan baik dengan culture (budaya) dari perusahaan. perkembangan manajemen strategi (son wandrial) 57 gambar 1 model strategic management keunggulan bersaing dari michael porter persaingan dalam industri disajikan oleh tulisan yang sangat terkenal pada tahun 1980-an oleh michael porter, dalam bukunya competive strategy. dalam tulisan tersebut, diperkenalkan suatu analisis persaingan industri yang akan menentukan keberhasilan perusahaan dalam memenangkan persaingan, yaitu dengan menganalisis industri perusahaan yang terdiri dan lima kekuatan utama yang saling tarik menarik sehingga menentukan intensitas dan karakteristik persaingan. journal the winners, vol. 5 no. 1, maret 2004: 52-71 58 new entrants buyerssuppliers substitutes industry competitors intensity of rivalry threat of substitutes threat of new entrants bargaining power of suppliers bargaining power of buyers determinants of buyer power bargaining leverage • buyer concentration vs. firm concentration • buyer volume • buyer switching costs relative to firm switching costs • buyer information • ability to backward integrate • substitute products • pull-through price sensitivity • price/total purchases • product differences • brand identity • impact on quality/ performance • buyer profits • decision maker’s incentivesdeterminants of substitution threat • relative price performance of substitutes • switching costs • buyer propensity to substitute rivalry determinants • industry growth • fixed (or storage) costs / value added • intermittent overcapacity • product differences • brand identity • switching costs • concentration and balance • informational complexity • diversity of competitors • corporate stakes • exit barriers entry barriers • economies of scale • proprietary product differences • brand identity • switching costs • capital requirements • access to distribution • absolute cost advantages proprietary learning curve access to necessary inputs proprietary low-cost product design • government policy • expected retaliation determinants of supplier power • differentiation of inputs • switching costs of suppliers and firms in the industry • presence of substitute inputs • supplier concentration • importance of volume to supplier • cost relative to total purchases in the industry • impact of inputs on cost or differentiation • threat of forward integration relative to threat of backward integration by firms in the industry gambar 2 porter five forces 1. ancaman masuknya pendatang baru pendatang baru yang masuk ke dalam industri dapat menyebabkan intensitas persaingan meningkat. besar kecilnya ancaman tersebut ditentukan oleh ada tidaknya hambatan bagi pendatang baru untuk memasuki industri. besar kecilnya hambatan masuk, antara lain ditentukan oleh hal berikut. a. skala ekonomi b. diferensiasi produk c. capital requirement d. switching cost e. akses ke saluran distribusi f. kebijakan pemerintah perkembangan manajemen strategi (son wandrial) 59 2. tingkat rivalitas di antara pesaing yang ada tingkat rivalitas di antara pesaing merupakan upaya masing-masing pesaing memenangkan persaingan melalui penerapan strategi harga, promosi, peningkatan kualitas pelayanan, dan lain-lain. intensitas persaingan antarperusahaan ditentukan oleh beberapa factor, seperti berikut ini. a. adanya beberapa pesaing yang seimbang. b. perumbuhan industri yang lambat. c. kurangnya diferensiasi atau switching cost. d. pertambahan kapasitas yang tinggi. e. hambatan pengunduran diri yang tinggi. 3. tekanan dari produk pengganti produk pengganti adalah suatu produk yang fungsinya dapat menggantikan fungsi produk suatu industri. besar kecilnya ancaman produk pengganti tergantung dari tingkat harga dan kualitas produk pengganti dibandingkan dengan produk suatu industri. 4. kekuatan tawar menawar pembeli kekuatan tawar menawar pembeli akan besar jika terjadi hal berikut. a. pembeli membeli dalam jumlah besar. b. produk yang dibeli adalah produk standar dan tidak terdiferensiasi. c. pembeli memperoleh benefit yang rendah. d. produk industri bukan merupakan produk yang terlalu dibutuhkan oleh pembeli, seperti barang mewah. e. pembeli menempatkan suatu ancaman melakukan backward integration untuk membuat produk industri. 5. kekuatan tawar menawar pemasok kekuatan tawar menawar pemasok ditentukan oleh hal berikut. a. industri pemasok didominasi oleh sedikit perusahaan. b. produk pemasok merupakn produk unik. c. industri tersebut bukan merupakan pelanggan penting bagi pemasok. d. pemasok meperlihatkan ancaman untuk melakukan forward integration. michael porter juga memperkenalkan strategi yang dapat diterapkan oleh perusahaan dalam upayanya memenangkan persaingan. porter menyebutnya sebagai generic strategy yang terdiri atas hal berikut. 1. cost leadership strategy cost leadership strategy adalah suatu strategi untuk memenangkan persaingan melalui efisiensi biaya produksi sehingga perusahaan memiliki total biaya rendah dan dapat menerapkan journal the winners, vol. 5 no. 1, maret 2004: 52-71 60 strategi harga dengan tingkat harga rendah dibandingkan dengan pesaing. misalnya, strategi cost leadership yang diterapkan wal mart dan efisiensi biaya produksi yang dilakukan membuat wal mart dapat menerapkan strategi harga yang lebih rendah dibandingkan para pesaingnya. 2. differentiation strategy strategi diferensiasi adalah strategi untuk memenangkan persaingan melalui diferensiasi produk, sehingga produk perusahaan memiliki keunggulan pada diferensiasi yang dipilihnya. 3. focus strategi fokus mempunyai dua varian, yaitu fokus biaya dan diferensiasi. strategi fokus menuntut perusahaan untuk memilik suatu segmen atau kelompok segmen dalam industri dan menyesuaikan strateginya untuk melayani segmen yang dipilih. competitive advantage competitive scope lower cost differentiation broad target narrow target 1. cost leadership 2. differentiation 3a. cost focus 3b. differentiation focus gambar 3 porter’s generic strategy dalam kerangka formulasi strategi, konsep porter tersebut biasanya digunakan untuk melakukan analisis industri untuk menentukan besarnya peluang dan ancaman yang dihadapi perusahaan. kompetisi masa depan (ck prahalad dan gary hamel) kompetensi inti apa yang dimaksud dengan kompetensi inti? dalam bukunya yang berjudul manajemen strategi: sebuah konsep pengantar, setiawan hp menganalogikan perusahaan sebagai pohon dan kompetensi inti merupakan akarnya. kompetensi inti diperkenalkan oleh hamel dan prahalad yang perkembangan manajemen strategi (son wandrial) 61 diartikan sebagai kumpulan keterampilan dan teknolgi yang memungkinkan suatu perusahaan menyediakan manfaat tertentu kepada pelanggan. semua kompetensi inti merupakan kapabelitas tetapi sebaliknya, tidak semua kapabelitas merupakan kompetensi inti. hanya kapabelitas yang memiliki kriteria tertentu yang dapat dimasukkan sebagai kompetensi inti. 1. valueable capabilities. kapabelitas yang memungkinkan perusahaan dapat memanfaatkan peluang dan meminimalkan ancaman yang dihadapi 2. rare capabilitis. kapabelitas yang dimiliki oleh sangat sedikit pesaing. 3. imperfectly imitable capabilities. kapabelitas yang tidak mudah dikembangkan oleh para pesaing 4. nonsubstitutable capabilities. kapabelitas yang tidak dapat disubstitusikan. hamel dan prahalad juga memperkenlakan istilah strategic intent. apakah strategic intent itu? strategic intent adalah penyusunan strategi dang didasari oleh visi dan dikembangkan secara bertahap dan konsisten, “it is about rolling the future back into today”. setiawan hp mendefinisikan strategic intent sebagai pemberdayaan sumber daya yang dimiliki perusahaan secara optimal. strategic intent memiliki tiga komponen berikut. 1. stretch stretch adalah menciptakan aspirasi dan ambisi yang mungkin pada mulanya atau dalam kondisi normal, dirasakan tidak mungkin. hal tersebut akan mendorong perusahaan dan karyawannya untuk merealisasikannya. jadi, merupakan energi emosional yang menyatukan semua sumber daya yang dimiliki perusahaan untuk mencapai mimpinya. 2. foresight agar energi emosional terarah dengan tepat, dibutuhkan foresight yang tidak hanya memprediksi masa depan tetapi juga berimajinasi tentang masa depan seperti apa yang harus diciptakan oleh perusahaan berdasarkan berbagai kecendrungan yang ada, misalnya kecenderungan teknologi, perilaku konsumen, lingkungan, dan sebagainya. 3. leverage leverage adalah bagaimana menciptakan pengaruh yang lebih besar dengan sumber daya yang dimiliki oleh perusahaan saat ini. kompetisi menuju masa depan hamel dan prahalad membuka tulisan dalam bukunya competing for the future dengan menanyakan berapa porsi waktu perusahaan untuk memikirkan masa depan. jika perusahaan memiliki porsi yag terbesar untuk memikirkan kondisi perusahaan yang dihadapi saat ini, siapsiaplah untuk tergilas oleh lokomotif persaingan yang terus melaju menuju masa depan. menurut hamel dan prahalad, perusahaan yang memiliki mimpilah yang akan muncul menjadi pemenang. mimpi, menurut hamel dan prahald, merupakan sumber energi yang menggerakkan seluruh otot dan syaraf organisasi. mimpi disini dimaksudkan sebagai visi. hamel dan prahalad menyebut konsepnya sebagai strategic intent. strategi harus dimulai dengan visi. misalnya, mimpi journal the winners, vol. 5 no. 1, maret 2004: 52-71 62 motorola terhadap dunia tanpa kabel (wireless). dalam mimpi itu digambarkan suatu ketika nomor telepon tidak dicantumkan pada pesawat telepon tetapi pada manusia. jadi, mereka bermimpi bahwa suatu ketika semua manusia akan mengantungi telepon portable. karena menyangkut soal visi, strategi harus memiliki pandangan ke depan. pemenangnya dapat melakukannya dengan berbagai cara. menciptakan monopoli terhadap produk tertentu ketika pesaing belum berani memulai (sony melalui walkman dan chrysler dengan minivans-nya), menciptakan standar sehingga yang lain harus mengikuti standar tersebut (matshushita dengan vcr-nya dan microsoft dengan dos-nya) atau mempelopori rule of game yang baru (seperti discount stores-nya wal mart). dalam strategic intent, mimpi harus memiliki obsesi untuk menang dan harus dicapai secara bertahap. canon melakukannya dengan mematok xerox dengan emosi yang sangat terkendali. mula-mula mereka memahami teknologi dan hak paten. xerox kemudian mengambil lisensi xerox untuk masuk pasar. hal itu adalah awal untuk mengembangkan r&d nya sendiri. teknologi sendiri ditemukan lalu ditawarkan kepada industri lain untuk membiayai kegiatan r&d lainnya. setelah siap, baru masuk ke berbagai segmen pasar di jepang dan eropa dimana xerox tidak dominan. dalam strategic intent, masa depan bukan hanya harus dibayangkan tetapi harus dibangun. jadi, dibutuhkan seorang arsitek yang dapat menciptkan hal yang belum tercipta, gabungan antara dreamer dan draftsman, antara seni dengan rekayasa. dalam kegiatan itu, muncul istilah strategic architecture yang merupakan gabungan antara information architecture (pengetahuan tentang masa depan), social architecture (perilaku, nilai, dan struktur), dan financial architecture. hamel dan prahalad menyebut strategic architecture sebagai high level blurprint for the deployment of new functionalities, the acquisition of new competencies, or the migration the reconfiguring of the interface with customers. filosofi yang paling menarik dari strategic intent adalah the best way to predict the future is to create the future. melihat pandangan baru tentang strategi dasar pemikiran prahald sederhana saja, persaingan meraih masa depan adalah persaingan untuk menciptakan dan mendominasi peluang yang muncul, memperebutkan ruang bersaing yang baru. menciptakan masa depan lebih menantang dibandingkan mengejar ketertinggalan karena kita harus membuat sendiri peta jalan kita. tujuannya bukan sekedar meniru produk dan proses pesaing serta meniru metodenya, melainkan mengembangkan titik pandang yang independen tentang peluang masa depan dan bagaimana memanfaatkannya. menciptkan jalur (path breaking) jauh lebih menguntungkan dibandingkan mematok duga (bench marking). orang tidak mungkin tiba paling dulu di masa depan dengan membiarkan orang lain menjadi perintis. tersirat disini bahwa pandangan tentang strategi sangat berbeda dari pandangan yang dianut di banyak perusahaan. hal itu adalah pandangan tentang strategi yang menyadari bahwa perusahaan harus melepaskan sebagian besar masa lalunya sebelum perusahaan dapat menemukan masa depan. hal itu adalah pandangan yang menyadari bahwa tidaklah cukup dengan hanya mendapatkan posisi optimal di pasar yang sudah ada; tantangannya adalah menembus kebut ketidakpastian dan mengembangkan wawasan ke depan. hal itu adalah pandangan tentang strategi yang menyadari diperlukan lebih daripada sekedar rencana tahunan tetapi yang dibutuhkan perkembangan manajemen strategi (son wandrial) 63 adalah arsitektur strategik yang memberikan cetak biru untuk membangun kompetensi yang diperlukan untuk mendominasi pasar masa depan. dengan pandangan baru tersebut, tidak perlu memikirkan ketidakcocokan antara tujuan dan sumber daya tetapi lebih mementingkan penciptaan tujuan abadi (stretch goals) yang menantang para karyawan untuk mencapai apa yang nampaknya tidak mungkin. strategi adalah upaya untuk mengatasi kendala sumber daya melakui kegiatan kreatif tanpa akhir untuk mendapatkan resource leverage yang lebih baik. ilustrasi kompetensi inti: wal mart raksasa eceran wal mart dari amerika itu membuktikan janjinya kepada konsumen. wal mart sanggup menurunkan harga sampai tiga kali dalam sehari. pesaingnya yang merasa terancam, menuduh wal mart melakukan dumping. akan tetapi, wal mart membantah seraya menunjukkan bagaimana cara berusaha eceran yang efisien. sukses wal mart dalam melakukan cut cost itu bermula di awal tahun 1970-an. ketika itu, di amerika, wal mart melakukan dua langkah inovasi. pertama, memusatkan barang yang dipesan pada satu tempat yang sekaligus menjadi pusat distribusi. jadi, tidak ada satu pun outlet yang menerima barang langsung dari pemasok. dengan cara itu, banyak biaya untuk gudang dan truk yang berangkat dari pusat distribusi akan selalu penuh dengan pesanan dari beberapa outlet. kedua, tahun 1980-an, wal mart mulai menerapkan sistem komputer terpadu yang menghubungkan 1800 tokonya dengan pusat distribusi sekaligus dengan para pemasok besar. dengan electronic data interchange (edi) itulah, order pesanan, pengiriman bukti transaksi dan kuintansi penagihan dari toko ke pusat distribusi, dan dari pusat distribusi ke pemasok, berlangsung dengan cepat. gerak cepat serupa juga dapat terlihat dari 25 pusat distribusinya. disana ada ban berjalan yang dipandu dengan sinar laser sehingga setiap barang yang masuk langsung tercatat di komputer. begitu pula dengan barang yang siap dikirim ke toko, melalui proses yang sama cepatnya. wal mart memiliki kompetensi inti di manajemen logistik sehingga dapat mendomominasi bisnis eceran. outlet yang dimiliki wal mart hampir merambah ke seluruh negara bagian amerika dan luar amarika. dengan kompetensi inti di manajemen logistik, wal mart dapat menghemat banyak biaya produknya dan menghemat banyak waktu sehingga dapat menjual dengan harga di bawah harga pesaing. hypercompetition (richard a d’aveni) pada tahun 1980, michael porter dalam bukunya competitive strategy memberikan suatu teknik untuk menganalisis struktur industri dan lingkungan persaingan serta menyarankan langkah yang dapat diambil perusahaan untuk mendapat keunggulan bersaing. dengan keunggulan yang dimiliki, perusahaan dapat memenangkan persaingan. banyak perusahaan telah menempuh cara yang disarankan porter untuk mendapatkan keunggulan bersaing. akan tetapi, karena semua perusahaan berusaha memperoleh keunggulan bersaing sehingga tingkat persaingan semakin ketat. keungulan yang dimiliki ternyata tidak dapat bertahan lama. persaingan untuk mengungguli antara para pemain dalam suatu industri telah mengubah situasi persaingan dalam industri, dari yang tadinya relatif statis menjadi lebih dinamis, sehingga menyebabkan keunggulan bersaing tidak dapat bertahan lama (sustainable) karena keunggulan lainnya yang diciptkan pesaing. journal the winners, vol. 5 no. 1, maret 2004: 52-71 64 situasi persaingan yang ditandai dengan dinamika tinggi tersebut, disebut oleh seorang guru besar di amos tuck school of business adminsitration di darmout, amerika yang bernama richard a d’aveni sebagai hypercompetition. dalam bukunya hypercompetition: managing the dynamics of strategic maneuvering yang disusun bersama robert gunther, d’aveni menggambarkan proses keruntuhan dari apa yang dinamakannya keunggulan bersaing tradisional serta munculnya keunggulan baru dan memperkenalkan teknik baru untuk digunakan dalam menganalisis dinamika persaingan dalam situasi hypercompetition. konsep strategik lama seperti strategic fit, sustainable competitive advantage, barriers to entry, long rang planning, dan swot analisis menurut d’aveni akan berguguran bila dinamika persaingan yang dihadapi adalah hypercompetition. cara baru melihat keungulan bersaing melihat keunggulan bersaing dengan cara baru adalah dalam pandangan yang dinamis. dalam pandangan tersebut, ada beberapa ketentuan yang berlaku. 1. setiap keunggulan akan mengalami erosi. hal itu berarti bahwa keungglan bersaing tidak akan tetap bertahan sebagai suatainable competitive advantage. cepat atau lambat, pesaing akan meniru atau bahkan mengatasi keunggulan yang sudah dimiliki terebut. bila hal tersebut terjadi maka keunggulan itu tidak akan berarti apa-apa lagi. 2. membuat keunggulan bertahan lama berarti bunuh diri. berusaha mempertahankan keunggualn bersaing yang dimiliki, menurut d’qveni berarti memberi kesempatan kepada pesaing untuk emperkuat diari dan mendapatkan keunggulan baru. 3. tujuannya ialah meruntuhkan, bukan membuat sustainable competitive advantage. dalam situasi hypercompetition, tujuan utama strategi adalah meruntuhkan status quo dan mengambil inisiatif dengan menciptkan sederetan temporary competitive advantage. dengan cara tersebut, perusahaan akan selalu selangkah di depan dibandingkan dengan para pesaingnya, bergerak dari satu keunggulan ke keunggulan yang baru. 4. mengambil inisiatif dengan langkah kecil. karena siklus persaingan semakin pendek, kebutuhan untuk mendapatkan keunggulan baru dengan cepat menjadi meningkat. dengan demikian, tidak mungkin lagi memikirkan strategi untuk lima atau sepuluh tahun ke depan. hal yang dibutuhkan adalah serentetan langkah pendek yang akan diambil berurutan. cara lama melihat keunggulan bersaing cara lama melihat keunggulan bersaing, menurut d’aveni, adalah persaingan berada dalam situasi relatif statis. keunggulan bersaing dalam situasi statis tersebut, diperoleh dari keberhasilan dalam empat arena kunci persaingan sebagai berikut. 1. harga dan kualitas (price and quality) perkembangan manajemen strategi (son wandrial) 65 pandangan yang paling sederhana tentang keunggulan bersaing adalah perusahaan bersaing dengan harga atau dengan kualitas barang. dengan harga rendah diharapkan penjualan meningkat dan biaya tetap dapat dialokasikan pada volume penjualan yang besar. harga rendah tersbut hanya mungkin jika biaya produksi juga rendah dan hal tersbut dapat dilakukan menggunakan konsep porter overall cost leadership. dengan harga yang tinggi diharapkan dapat diperoleh margin yang tinggi dengan kualitas yang tinggi. hal tersebut dapat dilakukan dengan konsep porter product differentiation. dalam pandangan itu, keunggulan yang dimiliki, baik berupa harga maupun kualitas, dapat bertahan lama dengan upaya tertentu. akan tetapi, dalam pandangan yang lebih dinamis, kunggulan yang diperoleh, baik dengan harga maupun kualitas, tidak akan bertahan lama. pesaing akan muncul dengan produk yang berkualitas atau dengan harga yang lebih rendah. 2. waktu dan pengetahuan (time dan know-how) arena persaingan kedua adalah dengan memasuki pasar lebih dulu dari pesaing dan dengan penguasaan teknologi. dalam pandangan yang statis, keunggulan itu juga dapat dipertahankan dalam jangka waktu cukup lama. namun, dalam pandangan yang lebih dinamis tentang keunggulan bersaing, masing-masing pesaing akan berusaha terlebih dahulu dalam memasuki pasar dengan menguasai teknologi untuk inovasi produk. 3. daerah kekuasaan (strongholds) arena persaingan ketiga untuk mendapatkan keunggulan bersaing dalam pandangan statis adalah dengan membatasi jumlah pesaing dalam daerah kekuasaan tertentu dengan menciptakan barrier to entry. dengan jumlah pesaing yang sedikit, masing-masing akan menikmati laba besar dan situasi itu akan bertahan selama barriers to entry dapat dipertahankan. dalam pandangan yang lebih dinamis tentang keunggulan bersaing, barriers to entry pada akhirnya akan runtuh karena pesaing yang ingin masuk akan melakukan segalah upaya untuk mengatasi rintangan tersebut. 4. dompet tebal (deep pocket) arena persaingan keempat adalah menggunakan sumber daya yang lebih besar. dengan banyaknya sumber daya yang digunakan, perusahaan akan memiliki kapasitas bersaing lebih besar. akan tetapi, dalam pandangan yang lebih dinamis, keunggulan tersebut akan hilang bila beberapa pesaing membentuk aliansi untuk menghadapi perusahaan yang memiliki sumber daya lebih besar. pandangan dinamis tentang keunggulan bersaing, menurut d’aveni didasarkan pada tiga prinsip dasar berikut. 1. interaksi strategis yang dinamis prinsip pertama, bahwa dalam strategi bersaing, semua aksi sebenarnya adalah interaksi. setiap langkah strategis yang diambil perusahaan sebenarnya adalah counte rmove atau sebagai antisipasi terhadap langkah pesaing. dalam setiap interaksi yang dinamis, suatu perusahaan yang mengambil langkah untuk mendapatkan keunggulan sementara akan segera dibalas oleh pesaing untuk menetralisasi persaingan atau mendapatkan keunggulan baru. perusahaan pertama akan terpaksa mengambil tindakan balasan lagi dan situasi itu akan terus berlanjut sehingga situasi persaingan dalam industri tersebut akan menjadi lebih ketat journal the winners, vol. 5 no. 1, maret 2004: 52-71 66 2. strategi adalah relatif prinsip kedua yang mendasari pandangan baru tengang keunggulan bersaing adalah bahwa tidak ada strategi yang mutlak, semuanya relatif. posisi persaingan suatu perusahaan serta ketahanan keunggulan yang dimilikinya selalu dilihat dalam hubungannya dengan pesaing. posisi perusahaan a dikatakan kuat sebagai low cost producer, kalah semua pesaing berada pada posisi yang lebih lemah. artinya, biaya mereka lebih tinggi daripada perusahaan a. begitu pula dalam hal ketahanan keunggulan yang dimiliki suatu perusahaan, hal itu dilihat dari reaksi pesaing terhadap keunggulan tersebut. 3. kecendrungan dalam empat arena persaingan prinsip ketiga adalah posisi strategis suatu perusahan tidak hanya relatif terhadap para pesaing tetapi juga dilihat dalam konteks sejarah interaksi yang dilakukan oleh pesaing. oleh sebab itu, pesaing harus memproyeksikan kecendrungan jangka panjang untuk memahami ke mana arah persaingan tersebut. keempat arena persaingan yang diuraikan menyediakan suatu kerangka yang berguna untuk menelusuri interaksi strategis yang dinamis antara pesaing dalam jangka waktu yang panjang dan untuk memahami evolusi industri. tangga eskalasi dan hypercompetition penelitian yang dilakukan d’aveni tentang perjalanan sejarah dalam masing-masing arena persaingan memperlihatkan adanya dua jenis eskalasi. 1. eskalasi dalam arena suatu gerakan strategis dalam satu arena persaingan, umpamanya menurunkan harga yang lebih rendah dan seterusnya sehingga persaingan tidak berhenti mengalami eskalasi. 2. eskalasi lintas arena karena tidak ada lagi ruang gerak dalam arena persaingan yang sama, persaingan dapat meningkat melintasi garus batas arena. karena tidak mungkin lagi meningkatkan mutu produk, misalnya, perusahaan memasuki arena lain sehingga eskalasi persaingan berjalan dalam bentuk lintas arena. eskalasi lintas arena tersbut, tidak berjalan secara beraturan tetapi dapat meloncat dan berputar balik aturan baru dalam hypercompetition: 7 s baru berdasarkan hasil pengamatannya atas perusahaan yang berhasil dalam hypercompetition, d’aveni mengemukakan satu set rancangan baru yang disebutnya 7 s baru. konsep tersebut dimaksudkan untuk menggantikan kerangka 7 s dari mckinsey yang dikatakannya tidak lagi berlaku dalam situasi hypercompetition. menurut mckinsey, keunggulan bersaing diperoleh dengan menciptakan keserasian (fit) antara karakteristik kunci organisasi dan memusatkan karakteristik tersebut pada satu tujuan atau misi. hal itu menuntut adanya keserasian antara strategi organisasi dan lingkungan serta keserasian antara ketujuh faktor inti internal organisasi, yaitu structure, strategy, system, style, skill, staff, dan superordinate goals, yang biasa disebut 7 s. perkembangan manajemen strategi (son wandrial) 67 keserasian tersebut, menurut d’aveni mengandung pengertian permanen. dalam situasi hypercompetition, hal tesebut sudah kuno dan mudah dipatahkan pesaing. pesaing bahkan dapat memanfaatkan 7 s itu untuk melancarkan serangan terhadap perusahaan sendiri. ketujuh s baru yang disarankan d’aveni sebagai berikut. 1. superior stakeholder satisfaction 2. strategy soothsaying 3. posititioning for speed 4. posititioning for surprise 5. shifting the rules of competition 6. signalng strategic intent 7. simultaneous and sequential strategic thrust dua s pertama yang diperkenalkan d’aveni menentukan sumber keunggulan baru dan cara memperolehnya. superior stakeholders satisfaction adalah kunci untuk memenangkan setiap interaksi strategis yang dinamis dengan pesaing. proses mengembangkan keunggulan baru atau menumbangkan keunggulan pesaing dimulai dengan memahami bagaimana memuaskan pelanggan. dengan mengenali cara memuaskan pelanggan, perusahaan dapat mengindentifikasi langkah selanjutnya untuk mengambil inisiatif. akan tetapi, pelanggan bukan satu-satunya stakeholders yang harus dipuaskan. karyawan juga harus dipuaskan supaya perusahaan dapat melaksanakan langkah strategis. strategi soothsaying adalah proses mencari pengetahuan baru untuk meramalkan atau bahkan menciptakan peluang baru yang akhirnya akan dimanfaatkan pesaing tetapi saat ini tidak seorangpun yang menggunakannya. kedua s tersebut berbeda dari pemikiran konvensional tentang keunggulan karena menurut konsep itu, sumber keunggulan dalam kemampuan untuk memenangkan setiap interaksi strategis yang dinamis dengan pesaing. hal itu dicapai dengan menemukan cara memuaskan pelanggan dengan cara baru dan lebih baik daripada cara lama. untuk itu, diperlukan dua kompetensi berikut. 1. karyawan yang termotivasi dan mempunyai wewenang pada semua tingkatan organisasi. 2. pengetahuan tentang masa depan atau kemampuan untuk menciptakan masa depan. semuanya itu memungkinkan perusahaan hypercompetition untuk meruntuhkan pasar dengan menciptakan peluang baru dan membuat kuno cara lama melayani pelanggan. agar ceat mendapatkan manfaat dari visi yang diidentifikasi dengan s pertama, perusahaan harus mengembangkan kemampuan untuk meruntuhkan menggunakan dua s berikutnya, yaitu speed dan surprise. dengan kemampuan itu, perusahaan dapat bereaksi dengan cepat terhadap peluang yang ada pada lingkungan atau secara proaktif membuat gerakan untuk mengungguli pesaing pada setiap tahapan dari interaksi strategis yang dinamis antara perusahaan. karena keunggulan mengalami erosi dengan cepat, kemampuan untuk bertindak dengan cepat dan mengejutkan menjadi sangat penting untuk merebut insiatif. kecepatan dan kejutan dibutuhkan untuk memanfaatkan peluang, bergerak cepat menyerang pesaing, atau membalas serang pesaing. kecepatan juga merupakan kunci dari keunggulan bersaing karena dengan itu kemampuan perusahaan akan bertambah untuk melayani pelanggan dan memilik waktu yang tepat untuk memasuki pasar. kejutan juga sangat penting untuk keberhasilan. semakin lama pesaing dapat ditunda memasuki pasar dengan serangan yang mengejutkan, semakin banyak waktu bagi perusahaan untuk memperkuat posisi di pasar. journal the winners, vol. 5 no. 1, maret 2004: 52-71 68 kedua s itu menyarankan bahwa keunggulan dalam setiap interaksi strategis yang dinamis terletak pada kemampuan organisasi yang memungkinkan perusahaan mengungguli pesaing dengan kejutan dan kecepatan. karena perusahaan hanya mempu menciptakan keunggulan sementara dengan setiap langkah baru untuk memuaskan pelanggan, diperlukan serangan yang cepat dan tanpa peringatan sebagai salah satu cara untuk mempertahankan keunggulan sementara selama mungkin. ketiga s terakhir berkenaan dengan taktik yang digunakan dalam lingkungan hypercompetition. shifting the rules of competition berhubungan dengan tindakan yang menentukan medan pertempuran baru. dengan mengubah aturan permainan, perusahaan menciptakan peluang baru untuk memuaskan pelanggan, cara baru melakukan transformasi pada industri. perubahan aturan permainan itu tidak selalu merupakan hasil dari inovasi teknologi. signals--peringatan verbal dari strategic intent--merupakan pengantar yang penting bagi tindakan yang lebih hebat. signal dapat menahan tindakan pesaing atau menciptakan ketidapastian yang mengikis kemauan mereka untuk bertahan terhadap serangan. jadi, signal dapat digunakan untuk meruntuhkan status quo dan interaksi antarperusahaan dan dengan demikian menciptakan keunggulan. simultaneous and sequential strategic thrust adalah penggunaan serangkaian tindakan yang dirancang untuk membingungkan pesaing dan meruntuhkan status quo untuk menciptakan keunggulan baru atau mengikis keunggulan pesaing. dengan serangkaian serangan yang serentak atau berurutan, diharapkan perusahaan akan mendapatkan keunggulan. ketiga s itu menyarankan bahwa memenangkan interaksi strategis yang dinamis ada hubungannya dengan cara terjadi interaksi tradisional antara pesaing menggunakan signal, cara bersaing baru dengan mengubah aturan permainan, dan tindakan serentak dan berurutan yang memanipulasi tindakan pesaing. bentuk baru keunggulan bersaing dari penjelasan tersebut dapat disimpulkan bahwa satu-satunya keunggulan bersaing yang dapat bertahan lama adalah yang didasarkan pada pengetahuan bahwa 7 s baru memberikan jalan bagaimana mengendalikan interaksi strategis yang dinamis dengan pesaing. dalam hypercompetition, penekanan diletakkan pada penggunaan interaksi strategis yang dinamais untuk menetralisasi keunggulan yang dimiliki pesaing atau bahkan menciptakan keunggulan baru. ilustrasi hypercompetition: microsoft coorporation ilustrasi yang paling menarik adalah strategi yang diterapkan bill gates melalui microsoft-nya. microsoft melalui produk software ms_dos berhasil merajai industri software komputer. hal tersebut terlihat pada era 1980-an, hampir semua pc di seluruh dunia menggunakan ms-dos sebagai operating system-nya. saat itu, tidak terbayangkan bahwa ms-dos justru hancur karena produk baru yang diluncurkan oleh microsoft sendiri, yaitu microsoft windows. saat ini, hampir semua pc di seluruh dunia menggunakan microsoft windows sebagai operating system-nya menggantikan ms-dos. dalam industri software komputer yang persaingan sangat tinggi dan perubahan yang terjadi sudah merupakan hitungan detik, bukan lagi menit atau bahkan jam, persaingan sangat dinamis sehingga penerapan sustainable competitive advantage akan menyebabkan perusahaan tertinggal dibandingkan dengan para pesaing. microsoft tidak terpaku mempertahankan perkembangan manajemen strategi (son wandrial) 69 keunggulan bersaing yang dimilikinya pada produk ms-dos. sebelum pesaing menciptakan keunggulan baru untuk mengalahkan keunggulan ms-dos, microsoft menciptakan keunggulan baru yang lain melalui produk microsoft windows-nya. crafting strategy, henry mintzberg bayangkan bagaimana sebuah perusahaan membuat perencanaan strategi. sebuah grup atau komite khusus dibentuk untuk membuat perencanaan strategi tersebut. grup itu terdiri atas menajer senior, analis, dan staf ahli yang bekerja secara sistematis dan analitis dalam menganalisis kelebihan dan kelemahan perusahaan dan mengamati peluang serta ancaman yang akan dihadapi perusahaan. dari analisis tersebut, grup memformulasikan strategi yang tepat bagi perusahaan dengan mempertimbangkan kondisi internal dan kondisi eksternal perusahaan. sekarang bayangkan seorang pelukis membuat lukisannya. dengan keterampilan dan bakat yang dimilikinya, dia mencoba menuangkan aspirasinya dalam sebuah lukisan sehingga dia dapat membuat lukisan yang benar-benar dapat mengekspresikan apa yang dimilikinya dan apa yang menjadi harapannya. hal itu yang menjadi ide mintzberg dalam upaya perusahaan memformulasikan perusahaannya. mintzberg berpendapat dalam memformulasikan strategi akan lebih efektif jika proses formulasi strategi tidak hanya berjalan secara mekanis tetapi lebih dari itu. bagaikan seorang pelukis, dia duduk di antara masa lalu perusahaan yang mencerminkan kemampuan perusahaan dan masa depan perusahaan yang mencerminkan kesempatan di masa depan yang dengan keterampilan dan bakatnya mencoba melukis masa depan perusahaan sehingga dapat ditentukan strategi yang tepat dan efektif bagi perusahaan. strategi diformulasikan melalui proses kreatif yang dikerjakan oleh orang yang ahli dan memiliki keharmonisan antara keterampilan dan bakat. hal itulah yang merupakan esensi dari crafting strategy. beberapa hal yang harus diperhatikan dalam crafting strategy sebagai berikut. 1. strategi merupakan gambaran antara kapasitas perusahaan di masa lalu dan kemampuan perusahaan menangkap peluang yang muncul di masa depan serta menghadapi ancaman yang muncul dalam lingkungan bisnis. 2. strategi dapat ditentukan bukan hanya disengaja melalui suatu proses yang mekanis dan sistematis tetapi sering muncul dari proses kreatif dengan pola yang terkadang tidak sistematis. 3. strategi yang efektif dikembangkan melalui berbagai cara yang kadang-kadang tidak lazim tetapi justru efektif dalam menentukan strategi yang tepat bagi perusahaan. 4. dengan kondisi lingkungan yang terus menerus mengalami perubahan, penerapan manajemen strategi yang konvensional menjadi tidak efektif. reorientasi strategi terjadi sangat cepat sehingga muncul yang disebut quantum leap. penekanannya adalah pada kemampuan perusahaan dalam mengembangkan strategi baru dan kemampuan organisasi dalam beradaptasi dengan munculnya orientasi bisnis yang baru. 5. dalam mengelola strategi, seorang ahli strategi digambarkan sebagai perencana atau penentu visi perusahaan yang harus memiliki kemampuan berikut. a. mampu mengelola kestabilan sehingga dapat meminimalkan faktor ketidakpastian. b. mampu mendeteksi suatu tren yang tidak umum atau tidak biasa. tantangan besar dalam crafting strategy adalah dalam mendeteksi munculnya tren yang tidak umum atau tidak biasa dan memasukkannya dalam memprediksi bisnis di masa depan. c. memiliki pengetahuan yang mendalam mengenai bisnis yang dihadapinya. bukan hanya pengetahuan intelektual dan kemampuan analisis terhadap fakta dan angka tetapi journal the winners, vol. 5 no. 1, maret 2004: 52-71 70 keterampilan pribadi, bakat, dan pemahaman yang mendalam mengenai bisnis akan sangat menentukan keberhasilan seseorang dalam mengelola strategi. d. mampu mengelola pola yang ada. kemampuan untuk mendeteksi pola yang ada akan membantu perusahaan dalam menentukan bentuknya. dalam organisasi yang kompleks berarti mengembangkan suatu struktur yang fleksibel, mempekerjakan sumber daya manusia yang kreatif, mendefinisikan strategi dalam konteks yang luas, dan memperhatikan terhadap pola yang mungkin muncul e. kemampuan merekonsiliasi perubahan yang terjadi dengan kontinuitas. penutup simpulan globalisasi ekonomi membawa pengaruh yang sangat pesat. dalam memasuki abad ke21, ekonomi dunia sedang menghadapi realitas baru. struktur dunia mengalami pergeseran yang intensif sejak beberapa tahun yang lalu. tren tersebut mempengeruhi perkembangan manajemen strategi dengan rincian sebagai berikut. 1. pada tahun 1980-an, muncul teori keunggulan kompetitif dari michael porter dan perusahaan yang memiliki keunggulan kompetitiflah yang akan memenangkan persaingan. fokusnya adalah bagaimana perusahaan berupaya memiliki keunggulan kompetitif dan mempertahankannya sehingga perusahaan memiliki keunggulan kompetitif yang sustainable. 2. selanjutnya, hamel dan prahalad memperkenalkan konsep kompetensi inti yang diartikan sebagai kemampuan korporasi melansir secara berkesinambungan collective learning untuk memungkinkan korporasi mengkonsolidasikan teknologi dan keterampilan produksi pada seluruh operasi korporasi, untuk menjadi kompeten yang beragam dalam memperkuat tiap unit bisnis dalam melakukan adaptasi secara cepat sehingga dapat memanfaatkan perubahan peluang. kompetensi inti tidak lain merupakan investasi aset tangible dan intangible. hamel dan prahalad memunculkan strategi baru dan peruahaan harus fit dengan masa depan, bukan masa sekarang, agar perusahaan sedini mungkin berada di garis depan dalam keunggulan bersaing. instrumen utama untuk bersaing di masa depan adalah pengembangan kompetensi inti yang menjadi dasar bagi penciptaan produk. 3. industri menjadi semakin mengglobal sehingga bersifat dinamis dan move strategy pemain global menjadi semakin intensif sehingga kondisi pasar makin ditandari hypercompetition. tiap keunggulan kompetitif menjadi bersifat sementara sehingga perusahaan dipaksa untuk meningkatkan kemampuan yang tidak bersifat fit dengan eksternal tetapi mentransformasikan terus menerus seluruh aspek manajemen internal agar selalu relevan dengan kondisi persaingan baru. 4. terakhir, henry mintzberg memperkenalkan konsep crafting strategy yang menekankan pada formulasi strategi bukan hanya suatu proses yang mekanik dan sistematis. akan tetapi, lebih dari itu merupakan suatu proses kreatif, yaitu keterampilan dan bakat angat membantu dalam menentukan keberhasilan perusahaan dalam memformulasikan strategi yang tepat dan efektif. perkembangan manajemen strategi (son wandrial) 71 daftar pustaka d’aveni, a and robert gunter. 1994. hypercompetition: managing dynamic of strategic maneuvering. new york: the free. hax, arnoldo c. and richard s.majluf. 1984. strategic management: an integrative perspective. englewood clif: prentice hall. huseini, martani. 1995. ”penciptaan kompetensi inti (core competence) sebagai model persaingan bisnis masa kini.” usahawan. no. 09 th xxiv sepetember 1995. prahalad, c.k. and gary hamel. 1990. the core competence of the coorporation. harvard business review. may-june. purnomo, setiawan hari dan zoelkiflimansyah. 1996. manajemen strategi: sebuah konsep pengantar. jakarta: lembaga penerbit feui. microsoft word 06_bagus sumargo_sewa tanah.doc journal the winners, vol. 3 no. 2, september 2002: 188-195 188 perkembangan teori sewa tanah dalam perspektif pemikiran ekonomi bagus sumargo1 abstract a history of land rent theorities have several opinions, as mazhab of physiocratic, classical tradition, and new. the different opponions can be understanding for knowing two factors that land value increasingly location to central bussines and fertile soil.. keywords: land rent, economic abstrak pemikiran tentang sewa tanah berkembang mulai zaman praklasik (mazhab physiokratik), klasik, hinga sekarang. perbedaan mengeanai teori sewa tanah antara pendapat tokoh antarmazhab, menuntun untuk mengetahui teori sewa tanah yang sekarang. faktor penentu tingginya nilai sewa tanah adalah jarak lokasi tanah tersebut dengan pusat kegiatan ekonomi dan kesuburan tanah dimaksud. kata kunci: sewa tanah, ekonomi 1 staf peneliti bps, jakarta & staf pengajar fmipa, ubinus, jakarta perkembangan teori sewa tanah dalam perspektif... (bagus sumargo) 189 pendahuluan tanah merupakan sumber daya alam ciptaan tuhan yang ada di bumi ini. sejalan pertambahan penduduk dan hubungannya dengan kebutuhan hidup untuk bertempat tinggal dan atau kebutuhan hidup lainnya seperti memproduksi makanan, kegiatan industri, dan lain-lain maka tanah menjadi penting dan mempunyai nilai ekonomis yang tinggi. pemilik tanah yang lebih dikenal dengan tuan tanah, tentu akan memanfaatkan tanah tersebut untuk disewakan kepada yang membutuhkannya. teori sewa tanah menjadi penting mengingat penggunaannya yang bermacam-macam. pemikiran teori sewa tanah dalam perkembangannya telah dibahas sejak zaman dulu, yaitu mulai zaman physiokrat, klasik, dan sekarang. banyak perbedaaan dan persamaan antara pandangan berbagai kaum tersebut. efisiennya nilai tanah ditentukan oleh tingginya harga sewa tanah tersebut. ternyata faktor yang paling dominan untuk menilai bahwa tanah mempunyai makna land value adalah kesuburannya dan jarak lokasi tanah dengan pusat kegiatan ekonomi. pembahasan teori sewa tanah menurut mahzab physiokratik pemikiran tentang sewa tanah (land rent) sebenarnya telah mulai pada zaman praklasik, yaitu pada mazhab physiokratik yang merupakan tahap pendahulu bagi mazhab klasik. terutama perkembangan pemikiran ekonomi yang telah dikemukakan oleh francois quesnay (1694-1774) dan baron jaques turgot (1721-1781) yang dapat dianggap sebagai proses transisi ke arah pemikiran para pakar ekonomi pada mazhab klasik. kaum physiokrat kembali pada ajaran tradisional bahwa semua kekayaan berasal dari tanah, hanya tanah yang dapat memberikan hasil melalui apa yang ditanam ke dalamnya. jadi, surplus satu-satunya itu berasal dari tanah. tokoh penganut ajaran physiokrat francois quesnay berkebangsaan perancis menganggap tanah sebagai satu-satunya sumber pendapatan dan kekayaan. hanya sektor pertanianlah yang dapat dianggap produktif karena hanya sektor tersebut yang menghasilkan sisa produk bersih (product net), dalam artian adanya selisih (surplus) antara hasil produksi dengan konsumsi. tanah merupakan sumber daya produksi yang mengandung kemampuan untuk menghasilkan produksi dalam jumlah dan mutu yang melebihi atau meciptakan suatu surplus bahan mentah yang digunakan dalam proses produksi. dengan demikian, kegiatan di bidang pertanian menghasilkan produk bersih atau surplus bagi masyarakat secara menyeluruh. dalam karyanya, yaitu analyse du tableau economique (1758), quesnay menjelaskan bahwa produk netto atau produk bersih bersumber semata-mata pada sektor pertanian. produk bersih yang dimaksud semuanya diperuntukkan kepada pemilik tanah sebagai sewa tanah dan pemilik tanah menerima sewa sebagai suatu imbalan jasa atas penggunaan tanahnya. tokoh physiokrat lainnya baron jaques turgot, ia mempunyai pemikiran tentang masalah ekonomi masyarakat yang sehaluan dan sejalan dengan pola dan garis pemikiran yang journal the winners, vol. 3 no. 2, september 2002: 188-195 190 dikemukakan oleh quesnay. sebagaimana juga tercermin pada karyanya yang berjudul reflexions sur la formation et la distribution des richesses (1766), turgot berpendapat bahwa produk bersih yang diciptakan oleh penggarap tanah menjadi sumber satu-satunya yang dapat memelihara kehidupan golongan masyarakat lainnya. akan tetapi, dalam kenyataannya sebagian besar surplus itu jatuh (dinikmati) oleh pemilik tanah sebagai sewa tanah yang akhirnya bertumbuh menjadi akumulasi modal. turgot juga mengungkapkan bahwa besar kecilnya imbalan jasa bagi penggunaan tanah, yaitu tingkat sewa tanah berbeda-beda sesuai dengan perbedaan mutu lahan yang digunakan pada kegiatan produksi yang bersangkutan. turgot untuk pertama kalinya merumuskan suatu kecenderungan dalam produksi pertanian yang kemudian dikenal dalam teori ekonomi sebagai law diminishing returns (ldr). menurut turgot, pertambahan modal secara berlipat ganda dalam produksi pertanian tidak membawa pelipatan hasil produksinya dengan tingkat yang sepadan dengan tingkat pelipatgandaan modal. secara absolut hasil produksi itu memang bertambah tetapi secara nisbi pertambahan itu semakin menurun dalam perimbangannya terhadap jumlah modal yang digunakan. tersedianya luas tanah dengan mutu lahan yang baik selalu terbatas terutama untuk produksi pertanian. dalam proses peningkatan produksi yang memerlukan tanah yang makin meluas, harus digunakan bidang tanah yang mutu lahannya makin rendah. hasil pertanian memang bertambah tetapi tingkat pertambahannya semakin berkurang. mengenai hukum itu akan diterapkan pada teori sewa tanah oleh david ricardo atau dengan kata lain teori sewa tanah merupakan penerapan ldr. jadi, pengamatan turgot mengenai kecenderungan berlakunya ldr mendasari besar kecilnya imbalan jasa berupa sewa tanah bagi penggunaan tanah yang sesuai dengan mutu lahan yang terlibat dalam produksi pertanian merupakan pangkal tolak dari pemikiran ricardo mengenai teori sewa tanah yang menjadi terkenal dalam teori ekonomi. dengan demikian, dapat dikatakan bahwa dalam kerangka pemikiran physiokrat telah terkandung benih utama bagi teori ekonomi yang salah satunya menyangkut teori persewaan tanah oleh david ricardo pada mazhab klasik. teori sewa tanah menurut mahzab klasik para pemikir ekonomi pada mazhab klasik, diantaranya adam smith (1723-1790), david ricardo (1772-1823), dan thomas robert malthus (1766-1834) telah meletakkan landasan yang kuat bagi perkembanan ilmu ekonomi. di dalamnya juga terdapat teori tentang sewa tanah yang satu sama lainnya mengandalkan beberapa pengertian dasar yang telah dipaparkan oleh para tokoh mazhab phsyokrat. menurut adam smith yang terkenal dengan karyanya wealth oh nations pembayaran uang terbesar untuk membiayai produksi dan distribusi adalah upah, sewa, dan laba. mengenai sewa, smith berpendapat bahwa sewa pada hakekatnya merupakan suatu harga monopoli. luas tanah yang subur yang dibutuhkan itu terbatas jumlahnya, orang yang memilikinya dapat menarik bayaran tertentu pada para pemakai. sewa itu bukan merupakan upah tenaga kerja maupun balas jasa bagi para pemilik modal atau investor. sewa yang tinggi sematamata akibat kekayaan nasional yang melimpah atau tingkat upah yang tinggi. dalam analisisnya tentang sewa, adam smith telah merintis teori terkenal tentang uneraned increment (penghasilan bukan balas karya). selanjutnya, dalam beberapa pemikiran yang terkandung dalam gagasan, adam smith telah mengungkapkan bahwa imbalan jasa untuk penggunaan tanah tidak dianggap sebagai faktor perkembangan teori sewa tanah dalam perspektif... (bagus sumargo) 191 yang menentukan harga, melainkan sewa tanah merupakan residu, unsur residual (sisa hasil) dari harga barang tersebut. bagian residu itu jatuh pada dan dinikmati oleh pemilik atau penguasa tanah. menurutnya, sewa tanah bukan merupakan komponen dalam biaya produksi yang menentukan harga barang, melainkan tinggi rendahnya upah (beserta bunga dan laba) yang menjadi faktor yang menentukan tinggi rendahya harga barang. sebaliknya, tinggi rendahnya sewa tanah merupakan sisa hasil dari harga barang itu (setelah dikurangi dengan biaya produksi). dalam hubungan itu, oleh adam smith dengan mengandalkan pemikiran yang telah diungkapkan oleh turgot sebelumnya yang juga ditunjukkan dengan perbedaan mutu lahan diantara berbagai bidang tanah yang digunakan dalam proses produksi. menurut smith, tingkat sewa tanah ditentukan oleh tanah yng subur. selanjutnya, lihat teori sewa tanah menurut malthus. meskipun analisis malthus dimaksudkan untuk mendukung teorinya tentang kependudukan, malthus menyumbangkan suatu konsep yang kemudian diterima menjadi bagian dari teori ekonomi umum dan menjadi alat analisis utama dalam teori klasik, yaitu tambahan hasil yang semakin berkurang. ia mengembangkan teori tersebut dalam kaitannya dengan masalah tanah. sebidang tanah tertentu akan menghasilkan lebih banyak dengan menggunakan pupuk dan tenaga kerja tetapi sampai pada suatu titik tertentu tidak menguntungkan lagi menambah pupuk dan tenaga kerja tersebut untuk meningkatkan produktivitas tanah. kenaikan biaya lagi tidak akan menambah hasil secara proporsional, bahkan jika biaya ditambah terus, hasilnya malah akan berkurang. imbalan jasa bagi penggunaan tanah dalam proses produksi dikaitkan dengan jumlah penduduk yang semakin bertambah dan permintaan meningkat terhadap sumber daya produksi untuk mempertahankan kehidupan manusia. untuk itu, semakin banyak tanah diperlukan sedangkan di lain pihak bidang tanah yang mengandung mutu lahan yang subur senantiasa terbatas. namun, permintaan dan kebutuhan terus mendesak sehingga mau tidak mau tetap menggunakan tanah yang mutu lahannya semakin menurun. bagian yang paling penting dalam pola dasar pemikiran malthus dan kerangka analisisnya adalah menyangkut tentang teori sewa tanah dan tentang penduduk. teori sewa tanah yang dianut malthus serupa dan sejalan dengan teori yang dikembangkan oleh ricardo, yaitu denga berpangkal tolak pada ldr. menurut malthus harga pangan yang tinggi disebabkan karena sewa tanah yang tinggi dan sewa tanah yang tinggi disebabkan karena masyarakat kehadapatn lahan yang subur sebagai akibat penduduk yang semakin padat. di zaman turgot ada anggapan umum seakan-akan berlakunya kecenderungan dalam ldr itu terbatas pada produksi pertanian. oleh malthus dijelaskan bahwa kecenderungan tersebut berlaku dalam penggunaan semua sumber daya alam. oleh karena itu, menjadi semakin sukar untuk menyediakan sumber nafkah untuk kehidupan manusia secara wajar bagi penduduk yang makin bertambah. david ricardo dalam bukunya principles of political economy and taxation yang diterbitkan pada tahun 1817 memberikan perhatian utamanya pada masalah distribusi kekayaan karena dalam hal itu menurutnya penjelasan smith maupun malthus tidak terlalu memuaskan meskipun ia sendiri banyak belajar dari keduanya. sewa tanah menurut adam smith merupakan suatu harga monopoli, ricardo sependapat dengan smith tetapi ia menguraikan lebih lanjut. seandainya tanah berlimpah ruah jumlahnya seperti halnya udara, setiap orang asal mau mempunyai tanah dan pasti tidak ada harganya. tanah akan menjadi “barang bebas”, menurut ricardo begitulah asal mulanya. para petani yang pertama tentu memilih lahan yang paling subur. akan tetapi, segera setelah lahan subur itu habis maka orang akan mengambil lahan yang tidak begitu subur. semenjak itu, lahan yang subur mempunyai harga karena tiap jengkal memberikan hasil yang lebih banyak, sementara tidak ada lagi lahan yang seperti itu tersedia. jika proses yang journal the winners, vol. 3 no. 2, september 2002: 188-195 192 demikian itu berlangsung terus dan lahan yang kurang suburpun telah dimiliki orang maka harga lahan yang subur akan makin meningkat. lahan yang paling tidak subur akan diolah menjadi lahan pertanian hanya jika hasilnya dapat menutup biaya yang telah dikeluarkan untuk mengerjakan tanah tersebut. hasil olahan tersebut memang hanya sebesar itu, tidak lebih. oleh karena itu, sewa atas tanah yang lebih subur bukanlah pembayaran atau balas jasa bagi tanaga kerja tetapi lebih merupakan pembayaran yang timbul hanya karena pemilikan suatu sumber daya alam yang langka. pembayaran demikian itu oleh ricardo dinamakan sewa (rent tanah) bukanlah suatu balas jasa atau imbalan bagi faktor produksi. barang siapa yang memiliki atau menguasai tanah yang mutu lahannya lebih baik dari pada tanah akhir di batas (land on the margin), mereka itu memperoleh rejeki berupa surplus di atas biaya. surplus tersebut semakin besar dengan semakin baiknya mutu lahan. dengan begitu, pihak yang memilki atau menguasai tanah yang subur, sebenarnya semacam menerima rejeki nomplok dari adanya tekanan kebutuhan dan permintaan yang semakin meningkat. dalam teorinya tentang sewa tanah, ricardo menjelaskan bahwa jenis tanah berbeda-beda; ada yang subur, kurang subur, hingga yang tidak subur sama sekali. produktivitas tanah yang subur lebih tinggi dan dengan demikian untuk menghasilkan satuan unit produksi diperlukan biaya (biaya rata-rata dan biaya marginal) yang lebih rendah pula. semakin rendah tingkat kesuburan tanah jelas semakin tinggi pula biaya rata-rata dan biaya marginal untuk mengelolah tanah tersebut. semakin tinggi biaya maka keuntungan per hektar tanah menjadi kecil pula. dengan penjelasan di atas maka adalah layak jika sewa untuk tanah yang lebih subur lebih tinggi jika dibandingkan dengan tanah yang kurang subur. meskipun ricardo sependapat dengan adam smith bahwa harga alamiah untuk setiap barang didasarkan pada biaya tenaga kerja yang dikeluarkan untuk menghasilkan barang tersebut namun ricardo tidak setuju jika sewa tanah dimasukkan ke dalam harga alamiah sebagai biaya produksi. akan tetapi, ricardo memasukkannya ke dalam harga alamiah biaya tenaga kerja yang dibutuhkan untuk membangun gedung dan mesin (modal). oleh karena itu, dalam menerima keuntungan pemilik modal mengamnbil sesuatu yang dihasilkan tenaga kerja. dengan demikian, menurut ricardo terjadi konflik antara majikan dan buruh mengenai masalah pembagian keuntungan. sewa pada hakekatnya mengurangi keuntungan. dalam jangka panjang keuntungan cenderung menurun ke titik nol, sementara para tuan tanah akan memperoleh surplus tanpa harus bersusah payah nekerja untuk mendapatkannya. david ricardo telah mengembangkan pemikiran adam smith secara lebih terjabar dan juga lebih sistematis. kerangka garis pemikiran ricardo perihal teorinya tentang nilai dan harga serta teorinya tentang upah juga konsekuen diterapkan dalam teorinya tentang sewa tanah. hal itu masih dilengkapi dengan ikut memperhatikan berlakunya ldr yang dahulu diungkapkan oleh turgot pada mazhab physiokrasi sebagai kecenderungan dalam produksi pertanian. ricardo menyatakan bahwa meningkatnya sewa tanah adalah sebagai akibat kesulitan untuk menyediakan tanah dan pangan bagi penduduk yang bertambah. kini terlihat bahwa ldr yang berawal dari pemikiran turgot menjadi dasar dan pangkal tolak bagi teori sewa tanah oleh david ricardo. bantahan terhadap ldr henry c. carey (1793-1879), seorang pelopor pemikiran ekonomi amerika, menyumbangkan pemikiran baru dalam bidang ekonomi. meskipun bukan seorang teoritikus terkenal tetapi mengajukan beberpa pandangan yang menarik. ia tidak setuju dengan teori ricardo tentang sewa tanah karena menurutnya penghui pertama yang menetap disuatu tempat sering kali perkembangan teori sewa tanah dalam perspektif... (bagus sumargo) 193 tidak menempati areal tanah yang berkualitas terbaik tetapi justru areal tanah yang berkualitas rendah. dengan tepat ia melihat adanya kemajuan pesat di bidang teknologi pertanian yang menyebabkan produksi tanah yang meningkat. oleh karena itu, ia menyangkal sahihnya ldr. menurut henry c. carey; lahan tanah hanya salah satu sarana produksi, tanah sendiri tidak akan menghasilkan banyak jika tidak diolah sebagaimana mestinya. oleh karena itu, penghasilan pemilik tanah tidak berbeda dengan penghasilan para pemilik modal atau upah para pekerja. meskipun teori tentang hal itu tidak begitu kuat dasarnya namun cocok dengan keadaan negara amerika pada waktu itu. amaerika saat itu mempunyai luas tanah yang melimpah sedangkan tenaga kerja dan modal yang dibutuhkan untuk memanfaatkan areal tanah yang luas itu relatif sedikit. tanah yang tidak digarap memang hampir tidak bernilai bagi siapapun. sewa merupakan balas karya henry george (1839-1897), pakar ekonomi amerika yang paling termashur berhasil memperbaiki teori ricardo tentang sewa tanah. ia mempelajari teori distribusi yang umum diterima, yaitu teori yang diandaikan dapat menjelaskan tentang pembagian hasil antara ketiga faktor produksi yang utama, yaitu tenaga kerja, modal, dan tanah. george juga sampai pada suatu kesimpulan bahwa pembayaran berupa sewalah yang merupakan penyebab kemiskinan. oleh ricardo dikatakan bahwa tanah yang berkualitas baik mendapatkan sewa dan pembayaran atas sewa itu hanya dikarenakan orang kebetulan memiliki tanah tersebut. setelah mengesampingkan teori ricardo tentang upah dan bunga, ia tidak sependapat dengan ricardo bahwa tuan tanah hanya memeras para pemiliki modal. menurutnya apa yang dilakukan oleh tuan tanah menghambat para pekerja meraih keuntungan dari teknologi produksi yang modern. selanjutnya, ia menambahkan bahwa para pekerja dapat meraih sedikit keuntungan bila tingkat kemajuan teknologi melaju lebih cepat dibandingkan dengan kenaikan nilai monopoli tanah yang berkualitas baik. ia berpendapat hal itu terjadi di wilayah yang baru dibuka tetapi tidak pada wilayah yang sudah lama. disinilah ditemukan suatu sumbangan george yang orisinil dan dapat bertahan sepanjang waktu. dikatakannya yang menyebabkan nilai tanah itu sangat tinggi sebenarnya bukanlah karena perbedaan kesuburan tetapi karena pertumbuhan penduduk di sekitar tanah tersebut dan karena kenaikan produktivitas masyarakat pada umumnya. untuk menjadi kaya raya menurutnya janganlah membeli tanah pertanian yang subur tetapi belilah tanah yang terletak dekat pusat kota yang sedang mekar. sama sekali tidak menjadi soal apakah sebidang tanah tersenbut merupakan tanah yang subur atau tidak. karena sewa tanah diartikan sebagai imbalan atas penggunaan tanah atau sumber daya alam lainnya, sewa merupakan balas karya. teori sewa tanah sekarang teori tentang sewa tanah mengalami perkembangan hingga sekarang dan pada akhirnya telah ada definisi yang jelas mengenai hal tersebut. sumber daya tanah merupakan sumber daya alam yang umumnya terbatas persediannya dibandingkan dengan permintaannya sehingga bersifat langka dan mempunyai nilai. tanah mempunyai opportunity cost dalam pemanfaatannya. penguasaan tanah dapat menunjukkan status sosial, ekonomi atau politik seseorang. selain itu, tanah dapat juga berfungsi sebagai faktor produksi (input fakor) pada berbagai aktifitas ekonomi seperti pertanian, pemukiman, kegiatan industri, dan lain-lain. sumber daya tanah digunakan manusia untuk meningkatkan kesejahteraan. penggunaan tanah pada umumnya sangat tergantung pada kemampuan atau kesuburan dan lokasinyta. hubungan sewa tanah dan lokasi, pertama kali journal the winners, vol. 3 no. 2, september 2002: 188-195 194 dibahas oleh seorang ekonomi jerman heindrich von thunen. lokasi tanah terhadap pusat kegiatan ekonomi dinyatakan dengan jarak lokasi tanah tersebut dengan pusat kegiatan ekonomi tempat produk atau hasil dari tanah tersebut dijual. von thunen menyatakan bahwa ”economic rent” sebidang tanah akan semakin kecil denan semakin jauhnya jarak lokasi tanah tersebut ke pasar (pusat kegiatan ekonomi). sewa tanah merupakan konsep penting dalam ekonomi sumber daya tanah. pada umumnya, orang berpikir bahwa sewa adalah imbalan atau pembayaran yang dibutuhkan untuk penerimaan sebidang lahan atau bangunan pada pemilikinya. istilah sewa dapat mempunyai arti berikut. 1. contract rent; sebagai pembayaran dari penyewa kepada pemilik tanah dan pemilik tanah melakukan kontrak sewa dalam jangka waktu tertentu. 2. economic rent atau land rent yang merupakan surplus usaha. sewa tanah didefinisikan sebagai kelebihan penerimaan dari hasil pemanfaatan tanah yang bersangkutan dengan biaya yang dikeluarkan selain tanah., misalnya tenaga kerja, modal, bahan baku, dan energi yang dipakai untuk mengubah sumber daya alam menjadi barang atau produk. konsep rent dapat didekati dengan pendekatan average value (per ha, per m2) yang merupakan selisih antara harga produk yang dihasilkan dari pemanfaatan tanah tersebut dengan biaya rata-rata (tidak termasuk biaya untuk tanah) yang dikeluarkan untuk membeli input yang digunakan dalam menghasilkan produk tersebut. selain pendekatan average value, konsep rent dapat didekati dengan pendekatan marginal value yang merupakan selisih antara harga produk terakhir dan biaya per unit input (tidak ternasuk tanah) terakhir yang dipakai untuk menghasilkan tambahan produk terakhir tersebut. dalam kasus menganggap harga produk konstan dan input tersedia dengan penawaran yang elastis sempurna, pendekatan average value akan menjadi serupa dengan pendekatan marginal value. sewa tanah sebagai surplus ekonomi dapat terjadi karena kesuburannya dan lokasinya. pada dasarnya, sewa tanah tersebut merupakan balas jasa untuk pemanfaatan tanah yang dipakai dalam suatu aktifitas. land rent = penerimaan – biaya produksi (selain biaya untuk tanah) = (produksi x harga/unit produk) biaya produksi (selain biaya untuk tanah) besarnya economic rebt atau land rent akan sangat bergantung pada hal berikut. 1. jenis penggunaan tanah (hotel, kebun, dan lain-lainnya). 2. dalam hal-hal tertentu (pertanian) tergantung pada kesuburan tanah tersebut. 3. teknologi yang dipakai dalam pemanfaatan tanah tersebut. 4. aksessibiltasnya (terkait dengan jarak tanah ke lokasi pelemparan hasil). ditinjau dari aspek ekonomi, pemanfaatan tanah dikatakan makin efisien kalau tanah tersebut mengahasilkan rent yang semakin tinggi. besarnya sewa tanah yang mencerminkan pula land value besarnya tergantung pada kesuburannya dan lokasi tanah tersebut terhadap pusat kegiatan ekonomi dan produk tanah tersebut dipasarkan. jarak lokasi tanah dari pusat kegiatan ekonomi terkait erat dengan biaya transportasi. dengan jarak yang semakin jauh akan menyebabkab biaya transportasi makin besar maka hubungan antara economic rent dan jarak bersifat negatif. artinya, semakin jauh jarak lokasi tanah tersebut dari pusat kegiatan ekonomi tersebut akan semakin kecil economic rentnya. perkembangan teori sewa tanah dalam perspektif... (bagus sumargo) 195 penutup simpulan perkembangan pemikiran ekonomi mengenai sewa tanah semakin menjurus pada persoalan realitas atau kondisi di suatu wilayah. pada zaman mazhab physiokrat, hasil sewa tanah dinikmati oleh para pemilik tanah. berdasarkan contoh tanah pertanian, turgot menelurkan teori ekonomi law of diminishing returns (ldr). tokoh mazhab klasik mengatakan bahwa tingkat sewa tanah ditentukan oleh tanah yang paling subur. keragu-raguan akan kesahihan ldr dan bantahan pendapat kaum klasik diungkapkan oleh henry c. carey. pada akhirnya, teori sewa tanah untuk kondisi sekarang mengkombinasikan pendapat tokoh ekonomi terdahulu, yaitu besarnya sewa tanah yang mencerminkan land value, tergantung pada kesuburannya dan lokasi tanah tersebut terhadap pusat kegiatan ekonomi. daftar pustaka delianov. 1995. perkembangan pemikiran ekonomi. jakarta: raja grafindo persada. djojohadikusumoh, s. 1991. perkembangan pemikiran ekonomi. jakarta: yayasan obor indonesia. hartwick, john m., dan d.o. nancy. 1986. the economics of natural resource use. new york: harper and row publisher. heilbroner, r.l. 1972.. tokoh-tokoh besar pemikir ekonomi. jakarta: yayasan penerbit ui. soule, g. 1994. pemikiran para pakar ekonomi terkemuka, dari aristoteles hingga keynes. jakarta: kanisius. microsoft word 07_idi sedyo u._dosen ptn mengajar ke luar negeri.doc journal the winners, vol. 5 no. 1, maret 2004: 72-77 72 suatu tinjauan penyebab kepindahan dosen perguruan tinggi negeri (ptn) ke luar negeri idi setyo utomo1 abstract article discusses lecturers plan to teach abroad. this article explains the main reason of working satisfaction, those are money, working safety, schedule, and envolvement in working environment. for the last three main reasons, which are working safety, schedule, and envolvement in working environment, the lecturers generally satisfied. the main reason that is assumed to have a big influence in lecturer plan to teach abroad is bigger salary (money). keywords: lecturer, teaching, abroad abstrak artikel membahas alasan dosen untuk mengajar ke luar negeri. artikel ini menjelaskan bahwa penyebab utama yang mempengaruhi kepuasan kerja adalah uang, keamanan pekerjaan, jadwal pekerjaan, dan keterlibatan di tempat kerja. terhadap tiga karakteristik utama tersebut terakhir, yakni keamanan pekerjaan, jadwal pekerjaan, dan keterlibatan di tempat kerja, dosen ptn pada umumnya sudah terpuaskan. faktor yang dianggap mempengaruhi kepergian dosen ke luar negeri adalah gaji yang lebih besar (faktor uang). kata kunci: dosen, mengajar, luar negeri 1 staf pengajar fakultas ekonomi, ubinus, jakarta suatu tinjauan penyebab kepindahan dosen… (idi setyo utomo) 73 pendahuluan bulan juni 2003 dunia pendidikan nasional mengalami polemik berkaitan dengan tiga hal yang merisaukan insan di indonesia. masalah pertama adalah rencana pengesahan rencana undangundang sistem pendidikan nasional menjadi undang-undang yang menimbulkan pro dan kontra di masyarakat seluruh wilayah negara indonesia. masalah yang kedua adalah rencana kepindahan sejumlah dosen perguruan tinggi (ptn) ternama di jawa dan sumatera yang akan mengajar di beberapa negara jiran (malysia, singapura, dan brunei darussalam). masalah yang ketiga adalah mengenai empat ptn yang sudah menjadi badan hukum milik negara (universitas indonesia, institut pertanian bogor, institut teknologi bandung, dan universitas gajah mada) yang akan menerima mahasiswa baru lewat jalur khusus dengan biaya yang besar. pada kesempatan ini, penulis ingin memberikan komentar mengenai masalah yang kedua, yakni rencana hengkangnya rekan-rekan dosen ptn yang ingin mengajar di malaysia, singapura, dan brunei darussalam. keinginan dosen ptn tersebut dapat dimaklumi dan sudah barang tentu tidak perlu bersikap apriori terlebih dahulu karena munculnya keinginan untuk mengajar di luar negeri pasti sudah disertai dengan pertimbangan yang matang. permasalahan dibandingkan dengan keadaan ekonomi negara indonesia, keadaan ekonomi ketiga negara tersebut memang jauh lebih baik. belum lagi kalau membandingkan dari aspek politik, sosial, keamanan, dan aspek hukum, tiga negara tersebut memiliki keunggulan untuk dimasuki. bahkan, di bidang pendapatan per kapita, sejak krisis terjadi sampai saat ini, pendapatan per kapita indonesia semakin menurun dan jauh di bawah pendapatan per kapita ketiga negara tersebut. dalam bidang pendidikan, walaupun indonesia memiliki sejumlah ptn ternama tetapi kemampuan ptn untuk memberikan kesejahteraan yang layak bagi tenaga pengajar atau para dosennya masih kalah jauh dibandingkan dengan kemampuan universitas dari ketiga negara tersebut dalam memberikan kesejahteraan kepada dosennya. hal itu disebabkan sistem penggajian yang diterapkan kepada para dosen ptn adalah sistem penggajian yang diberlakukan kepada pegawai negeri sipil di indonesia karena seluruh dosen ptn statusnya adalah juga sebagai pegawai negeri sipil. dengan alasan minimnya penghasilan, banyak di antara dosen ptn yang melakukan kegiatan di luar kampus, antara lain menjadi pembicara dalam seminar/workshop, menjadi tenaga konsultan atau bahkan menjadi tenaga pengajar di sejumlah perguruan tinggi swasta (pts) yang ada di satu kota dengan lokasi ptn yang bersangkutan. oleh karena itu, wajar apabila tenaga dosen senior, apalagi lulusan luar negeri dan merasa mampu, kesempatan mengajar di luar negeri dengan imbalan yang besarnya berlipat ganda dibandingkan penghasilan sebagai dosen ptn di tanah air, tentu tidak akan dilewatkan begitu saja. journal the winners, vol. 5 no. 1, maret 2004: 72-77 74 pembahasan banyak pihak sangat menyayangkan maksud dosen ptn tersebut yang seolah-olah sepertinya “tidak memerhatikan mahasiswa sendiri”. apalagi beberapa dosen ptn yang telah bergelar doktor atau magister tersebut telah memperoleh kesempatan meraih gelar kesarjanaan jenjang pascasarjana (strata 2 dan strata 3) di luar negeri dengan biaya negara dengan jumlah yang tidak sedikit. sebagai gambaran mengenai mahalnya pendidikan di luar negeri, penulis mencoba mengemukakan salah satu instansi pemerintah yang cukup banyak mengirimkan pegawainya untuk menempuh jenjang pendidikan baik strata 2 (magister) maupun strata 3 (doktor) ke luar negeri, yaitu badan penelitian dan pengembangan pertanian. berikut ini, penulis sajikan biaya pendidikan yang diberikan kepada para pegawai badan penelitian dan pengembangan pertanian di luar negeri yang memperoleh dana pinjaman (loan) dari bank pembangunan asia (asia development bank) seperti dapat dibaca pada tabel 1 di bawah ini. tabel 1 biaya pendidikan s3 (doktor) pegawai badan litbbang pertanian ke amerika serikat tahun 2002-2003 jenis biaya jumlah dalam us $ keterangan biaya hidup 900 per bulan buku 75 per bulan biaya penelitian 2,650 per tahun asuransi 65 per bulan biaya relokasi 1,200 pada waktu berangkat dan pulang biaya tiket sesuai harga tiket jakarta – kota tujuan di amerika serikat pp sumber: paatp badan litbang pertanian andaikan semuanya berjalan normal dan untuk menyelesaikan pendidikan s3 diperlukan waktu selama 3 (tiga) tahun maka biaya yang harus dikeluarkan oleh pemerintah kepada seorang pegawai badan litbang pertanian yang belajar di amerika serikat sebagai berikut. biaya hidup us$ 900 x 36 bulan = us $ 32,400 buku us$ 75 x 36 bulan = us $ 2,700 biaya penelitian us$ 2,650 x 3 tahun = us $ 7,950 asuransi us$ 65 x 36 bulan = us $ 2,340 biaya relokasi = us $ 1,200 jumlah = us $ 46,590 suatu tinjauan penyebab kepindahan dosen… (idi setyo utomo) 75 dari jumlah sebesar us $ 46,590 tersebut pegawai yang bersangkutan masih menerima tiket pergi pulang dari jakarta ke kota tujuan di amerika serikat yang harganya sesuai harga tiket yang berlaku (at cost). jika diasumsikan kurs yang berlaku saat ini untuk us $ 1 setara dengan rp 8.300,- maka jumlahnya dalam mata uang rupiah adalah rp386.697.000,00 (minus biaya tiket). biaya pendidikan di amerika serikat pada umumnya lebih mahal bila dibandingkan dengan biaya pendidikan di negara asia di luar jepang. sebagai perbandingan, pada tabel 2 penulis menyajikan biaya pendidikan pegawai badan litbang pertanian di sejumlah negara asia, tidak termasuk jepang. tabel 2 biaya pendidikan s3 (doktor) pegawai badan litbang pertanian ke negara asia (di luar jepang) tahun 2002-2003 jenis biaya jumlah dalam us $ keterangan biaya hidup 650 per bulan buku 50 per bulan biaya penelitian 1,750 per tahun asuransi 30 per bulan biaya relokasi 700 pada waktu berangkat dan pulang biaya tiket sesuai harga tiket jakarta – kota tujuan negara yang bersangkutan pp sumber: paatp badan litbang pertanian biaya pendidikan di luar negeri khususnya di amerika serikat, sangat besar. apalagi jika dikaitkan dengan kondisi negara yang jumlah penganggurnya sudah mencapai 40 juta orang. alasan utama pemerintah mengirim para dosen ptn belajar ke luar negeri meraih jenjang strata pendidikan yang lebih tinggi adalah untuk meningkatkan kualitas dosen yang bersangkutan yang kelak setelah pulang ke tanah air diharapkan dapat menularkan ilmunya kepada para mahasiswa, dengan harapan mutu lulusannya juga akan lebih baik lagi. oleh sebab itu, sekali lagi rencana dosen ptn yang akan mengajar ke luar negeri sungguh sangat disayangkan. menanggapi rencana kepindahan beberapa dosen yang akan mengajar ke luar negeri ini, salah seorang ahli pendidikan kita, winarno surakhmad menyarankan agar pemerintah harus secepatnya mengatasi persoalan tersebut dengan meningkatkan kesejahteraan lahir dan batin para guru termasuk dosen (kompas, sabtu 21 juni 2003). berdasarkan saran ahli pendidikan tersebut, penulis beranggapan bahwa alasan utama rencana kepindahan beberapa rekan dosen ptn ternama di jawa dan sumatera yang ingin mengajar ke luar negeri kemungkinan besar adalah masalah kesejahteraan atau pendapatan (take home pay-nya). journal the winners, vol. 5 no. 1, maret 2004: 72-77 76 jeff madura dalam bukunya pengantar bisnis, mengemukakan bahwa motivasi karyawan dipengaruhi oleh kepuasan pekerjaan (job satisfaction) atau tingkat karyawan puas dengan pekerjaannya (pengantar bisnis, buku 2, hlm.3). selanjutnya, jeff madura mengemukakan bahwa, secara umum, karakteristik utama yang mempengaruhi kepuasan pekerjaan adalah uang, keamanan pekerjaan, jadwal pekerjaan, dan keterlibatan di tempat kerja. terhadap tiga karakteristik utama tersebut terakhir, yakni keamanan pekerjaan, jadwal pekerjaan, dan keterlibatan di tempat kerja, penulis yakin bahwa rekan-rekan dosen ptn pada umumnya sudah terpuaskan. sebagai pegawai negeri sipil, dosen ptn sudah pasti merasa aman karena tidak akan dipecat sepanjang tidak melakukan kesalahan yang diancam dengan hukuman pidana selama 5 (lima) tahun atau lebih. mengenai jadwal pekerjaan, penulis berharap dosen ptn juga dapat terpuaskan karena jadwal mengajar dapat diatur secara fleksibel sehingga tenaga dan pikirannya masih dapat digunakan untuk aktivitas lain yang bermanfaat terutama untuk menambah penghasilan. mengenai keterlibatan di tempat kerja, penulis juga optimis bahwa rekan-rekan dosen ptn dengan ilmunya, sangat diharapkan keterlibatannya oleh pihak universitas tempat yang bersangkutan mengajar. jadi, sekarang tinggal bagaimana dengan karaktersitik utama yang mempengaruhi kepuasan pekerjaan yang namanya “uang”? setiap orang memang membutuhkan uang tetapi jangan menjadikan uang itu segala-galanya. dalam sebuah organisasi atau perusahaan, salah satu daya tarik untuk mengikat karyawan supaya betah bekerja (tidak keluar masuk) adalah adanya paket kompensasi karyawan yang sangat menarik. pada perusahaan swasta, pada umumnya, paket kompensasi tersebut dapat berupa: gaji, opsi saham, komisi, bonus, pembayaran keuntungan, tunjangan karyawan, dan tunjangan jabatan (pengantar bisnis buku 2, hlm.46-49). bagi pegawai negeri sipil termasuk dosen ptn, paket kompensasi yang disediakan oleh pemerintah adalah gaji pokok, tunjangan suami/istri (5%), tunjangan anak (2% maksimum 2 anak), tunjangan perbaikan penghasilan 15%, tunjangan perbaikan penghasilan, tunjangan jabatan, tunjangan beras, dan tunjangan khusus/pph. paket kompensasi tersebut merupakan pendapatan kotor dan masih harus dikurangi dengan potongan seperti: iuran wajib, tunjangan khusus/pph, dan tabungan rumah berdasarkan golongan (daftar gaji biro hukum dan humas, sekretariat jenderal departemen pertanian). tunjangan jabatan terdiri atas tunjangan jabatan struktural dan tunjangan jabatan fungsional dan seorang pegawai negeri sipil tidak diperkenankan memegang jabatan rangkap. tidak semua pegawai negeri sipil dapat menduduki jabatan struktural maupun jabatan fungsional karena untuk memperolehnya memerlukan persyaratan tertentu dan melalui seleksi yang ketat. kalau diperhatikan, paket kompensasi pegawai negeri sipil termasuk dosen ptn kelihatannya cukup banyak tetapi yang menjadi masalah utama adalah gaji pokok pegawai negeri sipil faktanya memang sangat rendah. oleh karena itu, pendapatan bersih seorang pegawai negeri sipil termasuk dosen ptn otomatis juga sangat rendah. bayangkan kalau seorang guru besar dengan masa kerja puluhan tahun gaji bersihnya hanya sekitar rp2.500.000,00 per bulan. sebagai gambaran, penulis dengan status terakhir berpangkat pembina utama muda, golongan ruang iv/c dengan masa kerja puluhan tahun hanya memiliki gaji pokok rp1.297.500,00 (dengan jabatan struktural eselon iii/a take home pay-nya per bulan hanya 2 juta rupiah lebih sedikit). bandingkan pula dengan winarno yang pernah bertahun-tahun mengajar di brunei darussalam yang dapat menerima gaji bersih sebesar rp 75 juta–rp80 juta per bulan (kompas, selasa, 24 juni 2003). selanjutnya, masih menurut winarno, bahwa sekarang gaji dosen di malaysia lebih tinggi dari pada gaji dosen di brunei darussalam. hal itulah barangkali yang menjadi magnit sangat kuat yang dapat menarik minat dosen ptn ternama di jawa dan sumatera untuk mengajar di sana. oleh karena itu, penulis menduga bahwa alasan utama rencana kepindahan rekan-rekan dosen ptn ternama di jawa dan sumatera suatu tinjauan penyebab kepindahan dosen… (idi setyo utomo) 77 yang ingin mengajar ke luar negeri adalah masalah karaktersitik utama yang pertama tadi, yaitu uang. penutup berdasarkan uraian tersebut, penulis juga sependapat bahwa dalam rangka menghindari kepindahan dosen ptn ternama di jawa dan sumatera mengajar di malaysia, singapura, dan brunei darussalam perlu disediakan adanya paket kompensasi yang menarik bagi guru dan dosen dengan perhitungan yang rasional sesuai dengan kemampuan keuangan negara indonesia. namun demikian, paket kompensasi tersebut janganlah menimbulkan kecemburuan bagi pegawai negeri sipil yang bukan guru dan dosen. sebab kalau hal tersebut terjadi maka akan berdampak sangat negatif bagi produktivitas dan pengabdian pengawai negeri sipil secara keseluruhan. selanjutnya, penulis juga mengusulkan agar paket kompensasi bagi guru dan dosen tersebut tidak akan menimbulkan rasa rendah diri bagi dosen pts apalagi pts yang tidak ternama dan jumlah mahasiswanya sedikit karena penghasilan antara dosen ptn dan dosen pts akan berbeda. sebab apabila hal itu terjadi, nantinya tidak akan ada lagi dosen ptn yang bersedia mengajar di pts karena gajinya kecil sekali, padahal tenaga dan pikiran rekan-rekan dosen ptn juga sangat diharapkan dapat membantu mengajar di pts. menurut pendapat penulis, hal tersebut akan sangat merugikan sebab nantinya dapat menimbulkan perbedaan kelas antara dosen ptn dan dosen pts. daftar pustaka anonim. kompas. 21 juni 2003. ______. kompas. 24 juni 2003. salib, saroyini w.r. 2001. pengantar bisnis buku 1 dan buku 2. terj.dari introduction to business 2nd edition oleh jeff madura. united state of america. edisi pertama. jakarta: penerbit salemba empat. microsoft word 07_armanto_real option analysis.doc journal the winners, vol. 4 no. 1, maret 2003: 54-61 54 real option analysis (roa) armanto witjaksono1 abstract net present value (npv) method have populer since middle 70’s and now most of expert felt that method has several limitation, especially if used to analyse big scale investment alocation capital. another method that begin to popular is real option analysis (roa) that use to replace net present value (npv) method. the strenght of real option analysis (roa) method is the flexiblelity in giving information for the decision maker. the weakness of real option analysis (roa) method is the simple mathematic formula, as the formula in npv method, is not found yet. keywords: real option analysis (roa) abstrak metode net present value (npv) telah populer semenjak pertengahan tahun 70-an dan kini sebagian akademisi dan praktisi merasakan bahwa metode itu memiliki berbagai keterbatasan, terutama bila digunakan untuk menganalisis alokasi modal dalam investasi dalam skala besar, misalnya saja merger, proyek penelitian dan pengembangan, eksplorasi sumber daya alam, dan sebagainya. metode yang mulai populer adalah real option analysis (roa) yang digunakan untuk menggantikan metoda npv. keunggulan relatif roa dibandingkan npv adalah fleksibilitasnya dalam memberi informasi bagi para pengambil keputusan. kelemahan metode roa itu adalah belum ditemukannya formula matematis yang cukup sederhana, sebagaimana formula npv. keywords: real option analysis (roa) 1 staf pengajar stie yptk, padang & ubinus, jakarta real option analysis (roa) (armanto witjaksono) 55 pendahuluan real option dalam analisis roa memiliki pengertian yang serupa dengan pengertian opsi dalam manajemen keuangan, yakni pengakuan hak atas sesuatu namun tidak kewajiban untuk melakukannya pada harga tertentu selama periode tertentu. perbedaan yang paling jelas adalah real option biasanya merupakan suatu tipe fleksibilitas manajerial dalam pengendalian suatu proyek. hal itu dimungkinkan karena manajemen menguasai sepenuhnya suatu proyek dan mereka dapat meningkatkan nilai proyek berarti pada saat yang sama meningkatkan nilai fleksibilitas (baca:opsi) proyek tersebut. bila mengkaji suatu proyek dengan npv maka langkah pertama yang dilakukan adalah melakukan prediksi arus kas masuk. selanjutnya, diskontokan arus kas tersebut dengan biaya modal dan hasilnya mengurangi nilai investasi awal. bila hasil pengurangan tersebut positif berarti proyek diterima (go project) dan bila sebaliknya maka proyek ditolak (reject project). namun, dalam kenyataannya banyak manajer dan eksekutif menyadari bahwa npv negatif bukan berarti “harga mati”, untuk kemudian tetap melanjutkan proyek dengan mengemukakan alasan bahwa hal tersebut dilakukan dengan pertimbangan ‘strategis’. sesungguhnya mereka memahami bahwa selalu ada opsi atau pilihan suatu proyek. setidaknya terdapat 5 opsi suatu proyek sebagaimana gambar 1 berikut ini. expand opsi no. 1 (growth option) extend opsi no. 2 (flexibility otion) sukses opsi riil subtract/contract opsi no.3 abandon opsi no. 4 tidak/kurang sukes opsi put defer (opsi no. 5) fleksibiltas proyek gambar 1 lima opsi proyek mari ambil contoh ilustrasi sebuah perusahaan minyak, sebut saja namanya pusmanu yang mendapat konsensi eksplorasi dan eksploitasi atas sumber daya minyak dan gas. pelaksanaan hak tersebut diawali dengan kegiatan eksplorasi mencari sumber daya minyak dan gas dan proyek tersebut memiliki beberapa fleksibilitas sebagai berikut. 1. bila sukses, kegiatan tersebut dapat memiliki 2 pilihan, apakah (i) hendak diperpanjang (extend), misalnya dengan memperluas daerah eksplorasi; atau (ii) dikembangkan (expand) dengan kegiatan eksploitasi. bila itu yang terjadi maka merupakan opsi yang sesungguhnya. mengapa itu merupakan opsi? karena pusmanu memiliki hak tetapi bukan kewajiban untuk mengembangkan keberhasilan eksplorasi tersebut. 2. bila kurang berhasil atau gagal, pilihannya dapat berupa (i) kegiatan eksplorasi dihentikan sama sekali (abandon); atau (ii) dikurangi (subtract). bila eksplorasi gagal, pusmanu journal the winners, vol. 4 no. 1, maret 2003: 54-61 56 memiliki hak kebebasan tetapi bukan kewajiban untuk menghentikan eksplorasi atau juga mengurangi kegiatan eksplorasi. 3. opsi yang ke-5, yakni penundaan (defer) adalah bila situasi dan kondisi tidak menguntungkan maka kegiatan eksplorasi dapat ditunda atau dihentikan untuk sementara waktu hingga keadaannya memungkinkan. pembahasan mengapa beralih dari npv ke roa? secara sederhana, roa mempertimbangkan hal yang tidak dapat dan tidak mampu dilakukan oleh npv, yakni nilai fleksibilitas. dalam dunia ketidakpastian, roa menawarkan salah satu dari 5 opsi/pilihan di atas sebagai jawaban (respons) atas peristiwa di masa depan yang mungkin dapat menambah nilai proyek atau sebaliknya malah meniadakannya sama sekali. sudah tentu opsi seperti itu harus dipertimbangkan dalam suatu analisis proyek semenjak tahap awal hingga sepanjang usia proyek itu sendiri. roa juga mampu mengeliminasi “false comparison” yang kerap terjadi bila menggunakan npv. sebagai ilustrasi, misalkan saja pusmanu dalam contoh di atas memiliki opsi defer. bila menggunakan npv maka pilihan yang tersedia harus diperlakukan secara “mutually exclusive”. hal itu menuntut pusmanu untuk mampu menyediakan cukup banyak alternatif proyek dan kemudian memilih alternatif yang memiliki nilai npv tertinggi. roa melihat masalah itu dengan kacamata berbeda, yakni dengan pohon keputusan (decision tree). bila hal itu dilakukan maka dalam analisis tidak ada alternatif yang “mutually exclusive” yang ada hanyalah nilai npv dan decision role. manfaat kualitatif roa yang lain 1. untuk opsi riil, semakin tinggi tingkat volatilitas (ketidakpastian), semakin tinggi nilai opsi. 2. setiap prakarsa atau inisiatif yang memiliki tingkat volatilitas tinggi dapat diterapkan dalam setiap tahapan proyek. dengan demikian, manajemen dapat melakukan investasi dalam jumlah minimum pada tahapan awal proyek namun dalam waktu yang bersamaan manajemen dapat mengumpulkan data dan mempelajarinya. hal itu akan memberi kemampuan bagi manajemen untuk mencari solusi terbaik dalam menghadapi ketidakpastian. kelak investasi dalam jumlah yang lebih besar dapat dengan mudah dilakukan dalam lingkungan dengan tingkat volatilitas yang lebih rendah. 3. suatu rangkaian prakarsa harus dianalisis berdasarkan sudut pandang portofolio. dengan demikian, hasil pencapaian (performa) investasi (baca: portofolio) harus didasarkan pada hasil keseluruhan proyek dan bukan berdasarkan hasil setiap tahapan (prakarsa). 4. opsi riil tetap memandang bahwa abandonment adalah sebuah alternatif yang harus tetap ada; dan bila hal itu terjadi, bukan berarti bahwa mereka yang bertanggungjawab atas suatu prakarsa tertentu telah gagal. 5. harus diakui bahwa mencapai target nilai opsi riil adalah tidak mudah. menentukan nilai opsi riil bukanlah hal yang utama namun pemahaman akan value driver dan nilai relatif antara metode roa dan metoda npv adalah lebih penting. real option analysis (roa) (armanto witjaksono) 57 6. untuk alokasi modal dalam kegiatan penelitian dan pengembangan, merger dan akuisi, leasing, brand development, dan sebagainya maka kerap hanya ada satu macam opsi, yakni opsi riil. namun, opsi tersebut dapat lagi dikaji lagi terlebih jauh menjadi sebagai berikut. growth option (opsi tumbuh) delay expand contract switch use outsource abandon flexibility option (opsi fleksibel) opsi riil gambar 2 skema opsi growth option akan memberi kemampuan bagi perusahaan untuk meningkatkan nilai bisnisnya di masa datang. siapapun tidak akan meragukan nikmatnya sukses kegiatan tersebut di atas. flexibility option disisi lain memberi kesempatan bagi perusahaan untuk merevisi rencananya dimasa mendatang. hal itu sangat penting, terutama bila ada usia proyek cukup panjang dan musti melalui beberapa tahapan. bilamana analisis npv lebih baik dari roa? bila analisis proyeksi arus kas menghasilkan hasil perhitungan nilai npv sangat tinggi (extremely high), tidak membutuhkan fleksibilitas. karena sudah pasti akan “go project” dan opsi tidak akan pernah dipertimbangkan untuk digunakan karena rendahnya nilai opsi tersebut. namun sebaliknya, bila situasinya sangat tidak pasti (penuh ketidakpastian), dan perhitungan nilai npv sangat rendah (sangat negatif), serta disisi lain opsi yang tersedia tetap tidak fleksibel dalam mengahadapi ketidakpastian maka sudah cukup mendasarkan keputusan pada analisis npv. dengan demikian, kesimpulannya adalah bilamana situasinya sangat pasti atau sangat tidak pasti maka model npv jelas sudah memadai. namun, bila situasinya adalah npv relatif rendah terhadap nilai investasi maka roa akan lebih powefull. secara gamblang, dapat dikatakan bahwa gunakan npv bila situasi investasi tidak memiliki fleksibilitas. contoh hipotetis salah satu strategi ekspansi adalah dengan jalan merger dan akuisisi yang dikenal dengan sebutan “growth staircases”. misalkan, pt a merger dengan pt b dengan cara a mengakuisisi b dan bila merger ini sukses maka perusahaan baru hasil merger akan memiliki platform baru untuk berkembang lebih besar dengan lebih cepat. namun, bila merger tahap pertama dirasakan kurang journal the winners, vol. 4 no. 1, maret 2003: 54-61 58 berhasil, tetap terbuka kemungkinan untuk mengakuisisi perusahaan lain melalui merger dengan perusahaan lainnya. hal itu merupakan salah satu contoh aplikasinya. contoh berikutnya mengenai keputusan penutupan divisi atau salah satu lini usaha. misalkan saja, sebuah perusahaan memiliki pabrik semi conductor. situasi persaingan disini sangat kejam karena harga jual yang semakin berkurang. bahkan dalam waktu tahun penurunan harga dapat mencapai 90%. penutupan pabrik secara seketika jelas membutuhkan biaya yang tidak sedikit dan bila langsung ditutup (exit strategy) kelak dikemudian hari untuk kembali memasuki pasar tidak mudah. hal itu barangkali mirip dengan situasi yang dihadapi oleh raksasa elektronik sony di indonesia yang berencana untuk menutup pabriknya di kawasan ejip – cibitung bekasi yang kemudian mengebohkan masyarakat dengan keputusannya untuk merelokasi pabriknya keluar dari indonesia pada sekitar april 2003. penulis tentu saja tidak mengetahui latar belakang keputusan sony tersebut. akan tetapi, dalam bahasan disini bila biaya penutupan pabrik di indonesia dan pembukaannya kembali adalah nihil (baca: murah) maka keputusannya jelas tutup pabrik dengan segera. mengapa demikian?. karena bila operasi diteruskan maka sony harus rela kehilangan dana (baca: rugi) untuk setiap unit keluaran (output) pabrik. namun, bila kondisinya adalah menunjukkan bahwa biaya bagi sonny akan sangat mahal baik dalam penutupan pabrik dan juga pembukaannya kembali kelak maka metode roa dapat memberi gambaran bagi sony mengenai jangka waktu yang acceptable untuk terus merugi sebelum pabrik ditutup. bagaimana hal tersebut dilakukan, berikut ilustrasinya. 1. tahap pertama adalah menentukan nilai investasi yang tanpa fleksibilitas, tentu saja dengan metode npv. 2. tahap kedua mulai memasukkan unsur ketidakpastian. manfaatkan monte carlo analysis. hasil tahapan ini adalah sebuah pohon keputusan (decision tree) yang hanya terdiri dari dua macam kemungkinan pergerakan, yakni turun atau naik; dan nilainya adalah nilai saat ini tanpa fleksibilitas. pohon keputusan itu istilah lainnya adalah binomial tree atau lattice. 3. tahap ketiga pada setiap titik (node) dari lattice tersebut, tuliskan keputusan atau opsi yang dapat diambil, apakah ekspansi, atau bahkan abandonment. 4. tahap terakhir kembangkan pohon keputusan tersebut sesuai dengan umur opsi. lakukan analisis dimulai dari titik terjauh dari pohon keputusan tersebut. jangan lupa bahwa titik terjauh harus sesuai dengan umur atau usia opsi tersebut. 5. langkah terakhir adalah tuliskan keputusan yang paling optimal pada setiap node. lakukanlah dari ujung terjauh kemudian mundur hingga node yang mengambarkan situasi saat ini. ilustrasi pohon keputusan tersebut sebagai berikut. real option analysis (roa) (armanto witjaksono) 59 gambar 3 ilustrasi keputusan roa dan manajemen risiko menurut penulis, roa juga dapat dikaitkan dengan manajemen risiko (risk management), contohnya dalam peanggaran modal (capital budgetting) dalam jangka waktu tertentu dan tingkat volatilitas industri sangat tinggi, misalnya saja industri berbasis hak penggunaan hutan (hph) seperti usaha kayu olahan (plywood) yang bahan bakunya adalah kayu gelondongan atau industri furnitur yang bahan bakunya kayu jati. volatilitas dalam industri seperti itu adalah pada kepastian bahan baku (raw material) dan kerap sisi suplai sangat ditentukan kepastian oleh hukum dan peraturan yang berlaku. pada saat hukum dan peraturan sangat lemah, baik dari sisi teknis maupun penegakkannya maka dapat diharapkan adanya suplai yang melimpah dengan harga murah. namun pada suatu saat, bila kondisi alam sudah sangat rusak yang kemudian diikuti dengan penegakkan hukum yang keras dan ketat maka pasokan bahan baku akan seret dan harganya melambung. tentu saja kelangkaan dan mahalnya bahan baku dapat mengancam kelangsungan hidup industri. untuk mengatisipasi hal itu maka industri yang berbasis hph memiliki 2 opsi, yakni membeli hph (baca: memiliki) atau membeli kebutuhan bahan bakunya sebagaimana diperlukan pada saatnya. memiliki hph pun belum tentu menjamin kepastian pasokan bahan baku karena masih disertai kemungkinan penjarahan, dan perubahan peraturan, dan perundangan yang berlaku. ilustrasi hipotetis misalkan saja manajemen pusmanu furniture sedang mempertimbangkan strategi pengadaan bahan baku kayu jati untuk jangka waktu 5 tahun mendatang. ada 2 alternatif yang dapat ditempuh, yakni membeli bahan baku pada saat diperlukan atau membeli kontrak hph kaju jati pada perhutani. berdasarkan situasi dan kondisi saat ini maka perusahaan memprediksikan arus kas bersih (npv) sebagai berikut. tabel 1 npv kedua alternatif pv kayu jati pv hph npv membeli hph rp. 5 milyar rp. 6 milyar rp. 1 milyar pembelian bahan baku pada saat dibutuhkan rp. 5 milyar rp. 6 milyar rp. 1 milyar journal the winners, vol. 4 no. 1, maret 2003: 54-61 60 untuk menyederhanakan masalah perhitungan, diasumsikan kenaikan harga pada alternatif membeli bahan baku pada saat dibutuhkan saling menghilangkan (offset) tingkat diskonto. dengan demikian, nilai pembelian hph saat ini (alternatif 1) dengan nilai alternatif kedua adalah sama 5 miliar rupiah. arus kas dalam 5 tahun mendatang adalah 6 miliar rupiah untuk kedua alternatif sehingga kedua alternatif memiliki nilai arus kas bersih (npv) 1 miliar rupiah. manajemen pusmanu mulai memasukkan unsur ketidakpastian dan dalam 5 tahun mendatang ada tiga kemungkinan perubahan situasi dan kondisi peraturan berkenaan dengan hph sebagai berikut. 1. peraturan diperketat. peluang 30% 2. peraturan tetap sama (tidak ada perubahan berarti). peluang 60% 3. peraturan diturunkan, peluang 10% bila ketiga kemungkinan tersebut dikaitkan dengan tabel 1 maka hasilnya sebagai berikut. tabel 2 ekspetasi pv dari ketiga skenario perubahan peraturan hph tingkat peraturan probilitas pv kebutuhan bahan baku pv beli pv hph diperketat 30% rp. 6.5 m rp. 7.0 m rp. 5.0 m tetap sama 60% rp. 5.0 m rp. 5.0 m rp. 5.0 m diturunkan 10% rp. 4.5 m rp. 3.0 m rp. 5.0 m dari ilustrasi tersebut tampak bahwa nilai alternatif ke-1, yakni membeli hph tampak lebih menjanjikan dibandingkan alternatif kedua. total ev alternatif pertama, yakni 1 miliar rupiah dibandingkan dengan 0,6 miliar rupiah dialternatif kedua. namun, masalahnya tidak sesederhana itu. bila pusmanu memutuskan membeli hph dan bila dalam 5 tahun mendatang peraturan justru diperlunak, misalkan saja dikarenakan “euforia” otonomi daerah maka keputusan ini akan mungkin berakibat kerugian sebesar 0,5 miliar rupiah. bila pusmanu memilih alternatif ke-2, yakni menangguhkan pembelian hingga saat datangnya kebutuhan maka bila peraturan diperketat umpamanya dikarenakan kesadaran pemda untuk melestarikan hutan dapat berakibat fatal dengan kenaikan harga bahan baku dan perusahaan akan mengalami kerugian sekitar 0,5 miliar rupiah. real option analysis (roa) (armanto witjaksono) 61 pros dan cons metode roa dengan pohon keputusannya tentu saja metode itu tidak lepas dari pro dan kontra. mereka yang pro mengungkapkan kelebihan metode ini adalah pohon keputusan memungkinkan bagi para pengambil keputusan untuk melakukan analisis secara eksplisit mengenai probabilitas kejadian di masa mendatang dan keputusan apa yang sekiranya relevan. karena hubungan antara keputusan saat ini dan kejadian di masa depan mampu ditampilkan secara ‘visual’, para pengambil keputusan diharapkan akan lebih rasional. penilaian manfaat roa dengan pohon keputusannya tidak dapat didasarkan atas kelengkapan alias komprehensifitasnya namun harus didasarkan atas kemampuannya menyajikan hubungan antara keputusan saat ini dengan masa mendatang. penyajian contoh ilustrasi di atas tentu saja telah disederhanakan. dalam realitanya, para pengambil keputusan kerap menaruh perhatian pada berbagai faktor seperti inlasi, perubahan peraturan, kondisi politik dan keamanan, dan sebagainya. walau hal tersebut dapat secara bersamaan dimasukkan ke dalam analisis pohon keputusan, pohon keputusan dapat menjadi sangat kompleks. tidaklah mengherankan bila dalam analisis roa, jumlah cabang pohon keputusan dibatasi sebab bila tidak dilakukan maka pohon keputusan dapat berkembang menjadi sesuatu yang sangat rumit untuk dianalisis bahkan oleh seorang yang sangat berpengalaman. penutup simpulan walau telah dibuktikan bahwa roa memiliki kelebihan atas metode pv namun belum ditemukannya rumus matematis sederhana sebagaimana npv menjadikan roa belum populer. salah satu cara terbaik menampilkan analisis roa adalah menggunakan pohon keputusan (decision tree). namun, menggunakan pohon keputusan pun tidak atau belum mampu menampilkan seluruh kelebihan atau kekuatan analisis roa. hal itu disebabkan oleh kelemahan pohon keputusan itu sendiri. namun, karena dalam prakteknya analisis roa membatasi pilihan keputusan, tetap sementara ini pohon keputusan merupakan alat analisis terbaik untuk melakukan roa. daftar pustaka anonymous. 2002. “real options: move over npv.” financial executive international (fei) magazine. bailes, jack c. and james f. nielsen. 2001. “using decision tree to manage capital budgetting risk.” management accounting quarterly. winter. accounting, business, management, and information system volume 4, nomor 1, maret 2003 issn: 1412 1212 pelindung dr. th. widia soerjaningsih once kurniawan, s.kom., m.m. ir. bahtiar s. abbas, m.sc., ph.d. redaktur utama prof. dr. gerardus polla, m.app.sc. dewan redaksi parulian sihotang, ak., m.acc., ph.d. ir. harjanto prabowo, m.m. e.a. kuncoro, s.e., m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) dr. suroso isnandar, m.sc. (university of abertay, united kingdom) marien van den boom, ph.d. (inholland university, the netherlands) editor dra. endang ernawati, m.lib. ade alfiah, s.s. titik rahayu s., s.s. sekretariat hery h.m., s.kom. tri septi wulansari alamat sekretariat subbiro publikasi ilmiah bidang ekonomi, biro penelitian dan publikasi, universitas bina nusantara jl. k.h. syahdan no. 9, kemanggisan palmerah, jakarta barat 11480 telp. (021) 5345830, 5350660 ext. 2206 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subbiro publikasi ilmiah bidang ekonomi universitas bina nusantara accounting, business, management, and information system volume 4, nomor 1, maret 2003 issn: 1412 1212 daftar isi kata pengantar.................................................................................................................. v adi cahyadi e-government: suatu tinjauan konsep dan permasalahan (e-government: an overview on concept and problem)................................................. 1-12 noerlina; sylvia cinthya dewi asian financial crisis: overview of asian crisis and recovery progress....................... 13-17 bahtiar s. abbas; raymond penentuan jumlah teller yang optimal dengan metode antrian di pt bank haga (optimization the number of tellers with queueing method at pt bank haga).............. 18-25 chandra wibowo widhianto; virgyne livynia; diana ramadhany hubungan media customer relationship management dengan kepuasan pelanggan pada hotel istana nelayan (the connection between customer relationship management and customer satisfaction media at hotel istana nelayan)..................................................................... 26-38 idris gautama alasan dan langkah pembangunan bisnis berbasis web (reasons and steps of web-based business development............................................... 39-45 adang sudjana bank syariah sebagai alternatif (syariah bank as an alternative)..................................................................................... 46-53 armanto witjaksono real option analysis (roa)............................................................................................ 54-61 microsoft word 04_atmajaya_factors affecting student achievement_a2t.docx factors affecting student…… (lily suhaily; yasintha soelasih) 25 factors affecting student achievement in faculty of economics "x" university lily suhaily1; yasintha soelasih2 1, 2faculty of economics, universitas katolik indonesia atma jaya jln. jenderal sudirman no. 51, karet semanggi, setia budi, jakarta 12930 lily.eddy@atmajaya.ac.id1; yasintha.soelasih@atmajaya.ac.id2 abstract education is an important point for many countries, including indonesia. people with high education in a country could make the country wealthier. parents are usually aware that it is important for their children to be educated. if the children are well educated, they will increase the standard of living of their parents and their selves. based on this phenomenon, research evaluated factors that influence student achievement and also evaluated the difference of achievement between students who are active in campus activities and are not active. a number of 329 questionnaires were distributed to faculty of economics, “x” university students using random sampling. the result shows that the students themselves as factor that could determine their achievement. the evaluation also found that the achievement of student who is active in campus activities is different with the achievement of student who is not active in campus activities. keywords: education, achievement, parents, students abstrak pendidikan merupakan hal penting di berbagai negara di dunia, termasuk indonesia. jumlah masyarakat berpendidikan tinggi akan dapat memajukan negara yang bersangkutan. para orang tua menyadari bahwa mendapatkan pendidikan yang baik merupakan hal penting bagi anak-anak mereka. jika anak-anak mendapatkan pendidikan yang baik, mereka akan mampu meningkatkan standar hidup orang tua mereka, begitu juga dengan standar hidup mereka sendiri. berdasarkan fenomena ini, penelitian mengevaluasi faktor-faktor yang memengaruhi prestasi belajar mahasiswa. penelitian juga mengevaluasi perbedaan antara prestasi mahasiswa aktif tidak aktif dalam kegiatan kampus. sejumlah 329 kuesioner disebarkan kepada mahasiswa fakultas ekonomi, universitas "x" dengan menggunakan random sampling. hasil penelitian menunjukkan bahwa hanya mahasiswa sebagai faktor yang dapat menentukan prestasi mereka. evaluasi juga menemukan bahwa prestasi mahasiswa yang aktif di kegiatan kampus berbeda dengan mahasiswa yang tidak aktif. kata kunci: pendidikan, prestasi, orang tua, mahasiswa 26 journal the winners, vol. 16 no. 1, march 2015: 25-35 introduction education is an important point for many countries in the world, including indonesia. a number of highly educated people will advance the country. indonesia as a country emerging in middle class requires good quality education and good graduation achievement as well. so emerging in middle class is an opportunity for foreign investors to invest in indonesia. generally, foreign investors require highly educated employees with good avhievement. people in indonesia realize that education is highly important for children in order to increase standard of living. parents usually send their children to pursue higher education in the hope for a good education. universities chosen by the children encouraged by parents can produce graduates with a good achievement, so it is easy to get a job or open their own business (entrepreneurship). the rise or the high level of competition of universities in indonesia, especially in big cities, eg. jakarta, makes each university compete to produce graduate students with good achievement. good achievement facilitates college graduates to work in the business world, so that the college would be famous. famous universities will positively impact the survival of the college because many parents will enroll their children in those universites. "x" university as one of private universities in jakarta needs to pay attention to its graduate students and strive to produce students who graduate with good achievement. to produce graduation with good achievement, "x" university needs to pay attention to the factors of student achievement. this research aims to determine the factors that affect achievement of graduate students at the "x" university as well as whether there is a difference of student achievement between the students who actively participates in activities on campus and are not actively participating in activities on campus. the factors that determine the success of the students are: the attitude of the student, and the physical health and readiness of the student to enter the world of college and their hopes after graduation to graduate (ali, 1983). according to biegel (2000), the presence of students in the classroom is an important part for achievement. with a presence in class, students could follow what is described by the lecturers and do the tasks given by lecturers as well. chung (2004) stated there is a significant correlation between the presence of students in the regular class with success achievement. twenty nine percent of students who works 30-39 hours per week and 39 hours as full-time employees would have a negative impact on their academic success (fur and elling in watanabe & jasinski, 2005). working full time has a large negative impact on students' academic value, so that to obtain a bachelor degree is difficult (astin in watanabe & jasinski, 2005). it occurs because the workload given takes time and is difficult to concentrate in completing the tasks. however, poor sleep habits may contribute to the ability of students to reach the achievement (buboltz, brown, & soper, 2001). students who have poor sleep habits are difficult to focus in class because of sleepiness. therefore, as in chung (2004), there is a significant correlation between the presences of students in regular class with success achievement. additionally, student’s willingness to work hard would achieve the learning achievement (noftle & robins, 2007). on the other hand, lecturer attitude to students, types of classroom control, curriculum content, lecturer adequacy in professional qualification and preparation, instructional contents and presentation, use of relevant teaching aids would have a positive impact on student achievement (flowers, 1966; burstall, 1970; pidgeon, 1970). lecturer who is friendly with students would make the students dare to ask in the class if they do not understand the lesson. ability of lecturer in controlling the atmosphere in the classroom would make students understand the explanation given by the lecturer. professional qualification of teachers in terms of mastering science taught would make students have accurate factors affecting student…… (lily suhaily; yasintha soelasih) 27 knowledge of the discipline. lecturer preparation to teach with a good presentation is important because the material taught can be explained well. if the student asks, the lecturer will be able to answer the question, so that the student could appreciate the lecturer. additionally, relevant tools such as in-focus, video, loudspeakers functioning properly make the student eager to to attend the class. type of university, the number of students in the classroom, discipline, interaction among students, the current value of the entrance exam, exam given would have an impact on the student achievement (pidgeon, 1970; ali, 1983). environment and motivation give a very strong influence on academic achievement (cronbach, 1969; atkinson, 1978). while the condition of campus buildings, such as the condition of the lift and the classroom affect the student achievement (edwards, 1991). if the conditions and the number of lift are inadequate, they would make the student late for class, so they will affect on the student achievement. uncomfortable classrooms and nonworking ac make students feel the heat so the learning process cannot run properly. the number of students in the classroom also affects their achievement (angrist & lavy, 1999; hoxby, 2000). the number of children in the family also affects the student achievement (hanushek, 1992). this condition may occur because there is no serenity to learn at home. moreover, family income and parents education are also one of the factors that affect the learning process the student (murnane, maynard, & ohls, 1981; hanushek, 1992; goldhaber & brewer, 1997; ehrenberg & brewer, 1994; ferguson & ladd, 1996). this condition may occur because the family is not able to pay their children’s tuition, so the children should work to pay for the tuition. if parents education is not high, how they can educate their children. the closeness of family with children is a major factor in determining children’s academic performance (lee, hamman, & lee, 2007). this condition allows the children who have problems at school could talk to their parents. from the psychological side, children do not feel pressured when they face problems because there are solutions from the parents. this makes children concentrate to study well. the involvement of parents in their children's education will encourage children to study more diligent so the performance is expected to be achieved (halawah, 2006). another factor that determines the success of students to reach the achievement is family background (strauss, 1951; lloyd & pidgeon, 1961; ali, 1983). when the parents are not harmonious and divorced; and students cannot face this situation, it will affect the learning process. hence, based on the theory, this research looks for the factors which can improve student performance of the faculty of economics (fe) in "x" university. besides, this research looks for the difference of fe student achievement between students who actively participate in campus activities and students who do not actively participate in campus activities in "x" university as well. the research model is as follows. figure 1 research model 1 student lecturer university family student achievement ips score ipk score 28 journal the winners, vol. 16 no. 1, march 2015: 25-35 figure 2 research model 2 method this research used descriptive analysis by examining the factors that influence student achievement and the difference between active and not active student in campus activities. the indicators are described in table 1. table 1 the indicators that affect student achievement variable indicator source student 1. students who lack sleep, hard to concentrate in class. 2. students who often not study (skip) make it difficult to understand what has been taught by lecturers. 3. students who are not healthy will be often not study and do not understand the cause of the courses be taught. 4. students have aspirations after graduating college. 5. students must have a strong motivation to get the best value. 6. students will ask the professor if not understand being taught. 7. students active in campus activities will face obstacles to attend college. 8. students active in campus activities will be obtain the value of the low tuition. 9. students who are active in campus activities will be take courses who little persemesternya. (buboltz et al., 2001) (biegel, 2000) fur and elling (watanabe & jasinski, 2005) (noftle & robins, 2007) lecturer 10. lecturer with a friendly attitude with the student, then students are not afraid to ask. 11. lecturers who teach master taught courses. 12. lecturers who ready to teach will be give a good study. 13. dosen using in-focus easier for the student to understand what is being taught. 14. dosen using video easier for the student to understand what is being taught. 15. lecturer using loudspeakers facilitate students to understand what is being taught. 16. nilai exams who distributed to the student, will trigger them to study harder. (flowers, 1966); (pidgeon, 1970) university 17. good university, generally have professional teaching staff. 18. university with a high degree of discipline who will be have an impact on the learning process. 19. campus environment who clean, do not smoke make the student learn better. 20. the more the number the student in one class, the learning process will be disrupted. 21. building a good campus, elevators who sufficient and adequate number of classrooms who can make the student learn well. (pidgeon, 1970); (cronbach, 1969); (atkinson, 1978); (edwards, 1991); (angrist & lavy, 1999); (hoxby, 2000) achievement students active participate in campus activities achievement students who are not active participate in campus activities ≠ factors affecting student…… (lily suhaily; yasintha soelasih) 29 table 1 the indicators that affect student achievement (continued) variable indicator source family 22. harmonious family atmosphere support the success of the study. 23. the involvement of parents in their children's education will be encourage the student to learn more diligent so the performance is expected to be achieved. 24. family income is one of the success factors of the study. 25. education of parents is one of the factors of success in the study. (murnane et al., 1981); (hanushek, 1992); (goldhaber & brewer, 1997); (ehrenberg & brewer, 1994); (ferguson & ladd, 1996) (lee et al., 2007) (halawah, 2006) (strauss, 1951); (lloyd & pidgeon, 1961); (ali, 1983) the population was fe students "x" university. the students were the class of 2010, 2011, and 2012 because they have entered into semesters 8, 6, and 4. so that the they had experienced a minimal learning process of four semesters. the number of students was as much as 1855. based on the existing population, it would be sampled using slovin formula as follows: 21 ne n n + = (1) description: n = sample size n= population size e = concessions inaccuracy because sampling error can be tolerated, eg 5% or 10%. the number of sample: ( )2%518551 1855 x n + = =n 328,9 = 329 students. total samples were 329 respondents. samples were taken with simple random probability sampling. this method was conducted by randomizing the student class of 2010, 2011, and 2012. the number of student class of 2010 was as many as 495 people, class of 2011 was 657 people, and class of 2012 was 703 people. furthermore, research shuffled the students of 2010, the result of the scramble obtained the number of students 83 people, for the class of 2011 earned the number of students as many as 107 people and the forces in 2012 as the number of students obtained 139 people. furthermore, research distributed questionnaire in class attended by students of class 2010, 2011, and 2012 in july to august 2014. data were analyzed using multiple regression analysis and different test. multiple regression analysis was used to determine the factors that influence student achievement in university "x". while different test was used to determine whether there was a different in student achievement if they were active in campus activities. 30 journal the winners, vol. 16 no. 1, march 2015: 25-35 results and discussion test results of indicators in this study were shown by reliability and validity test. reliability test used cronbach's alpha, while the validity test used pearson correlation. from the reliability test (see table 2), it can be said that all the variables studied are reliable because the value of cronbach alpha above 0.60 (sunyoto, 2007). table 2 reliability test variable cronbach's alpha n of items student .684 9 lecturer .718 7 university .679 5 family .601 4 the validity test results showed that all indicators can form the existing variable, as shown by the validity of significant value (table 3). results of data collected then seen the characteristics of respondents in table 4. table 3 validity test indicator student lecturer university family x1 .471** x2 .563** x3 .585** x4 .431** x5 .430** x6 .477** x7 .617** x8 .608** x9 .578** x10 .429** x11 .625** x12 .630** x13 .686** x14 .636** x15 .630** x16 .621** x17 .694** x18 .724** x19 .660** x20 .604** x21 .658** x22 .473** x23 .538** x24 .562** x25 .547** factors affecting student…… (lily suhaily; yasintha soelasih) 31 table 4 characteristics of respondents number. characteristics of respondents total % 1. gender: man woman 155 174 47.1 52.9 2. force: 2010 2011 2012 24 68 237 7.3 20.7 72 3. ipk score 2 .00– 2.75 2.76 – 3.5 3.51 – 4.00 87 179 63 26.4 54.4 19.1 4. khs score 0.00 – 1.29 1.30 – 1.49 1.50 – 1.99 2.00 – 2.59 2.60 – 3.59 3.60 – 4.00 5 6 18 64 205 31 1.5 1.8 5.5 19.5 62.3 9.4 5. student who participate the organization yes no 199 130 60.5 39.5 table 4 shows that respondents are more women than men, drawn most of class 2012. the number of respondents who fetched by highest ipk is from 2.76 – 3.5, while for khs ips values are drawn from 2.60 – 3.59. the fe students active in organization were 199 respondents. table 4 shows overall fe students are relatively active in the organization activities. although they are active, but the gpa or ips they are not too low. to answer the problems, the research used regression and different test. regression analysis was used to determine the influence of factors that exists for student achievement to determine differences in student while active and inactive against achievement then used a different test. regression analysis table 5 model summaryb model r r square adjusted r square std. error of the estimate 1 .143a .021 .008 1.38966 a. predictors: (constant), mahasiswa, dosen, universitas, keluarga b. dependent variable: prestasi from the table above, the value of r square is 21%. it means variable performance can be explained by student, faculty, university, and family by 21% and the remaining 79% is explained by other variables outside the model. 32 journal the winners, vol. 16 no. 1, march 2015: 25-35 table 6 anovab model sum of squares df mean square f sig. 1 regression 13.147 4 3.287 1.702 .149a residual 625.692 324 1.931 total 638.839 328 a. predictors: (constant), student, lecturer, university, family b. dependent variable: achievement anova results above show a significance value of 0.149 above 0.05. this shows that the simultaneous variables: students, faculty, university, and the family have no effect on student achievement. table 7 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 6.602 .077 86.170 .000 student -.175 .080 -.125 -2.183 .030 lecturer -.069 .092 -.050 -.755 .451 university .159 .098 .114 1.621 .106 family -.012 .093 -.009 -.128 .899 a. dependent variable: prestasi from the coefficient table above, it can be said there is a partial influence on student achievement student, but the faculty, the university, and the family have no effect on student achievement. difference test table 8 group statistics organization n mean std. deviation std. error mean achievement yes 199 6.7136 1.27262 .09021 no 130 6.3769 1.65312 .14499 factors affecting student…… (lily suhaily; yasintha soelasih) 33 tabel 9 independent samples test levene’s test for equality of variances t-test for equality of means 95% confidence interval of the difference f sig. t df sig. (2-tailed) mean difference std. error difference lower upper achievement equal variances assumed 14.268 .000 2.081 327 .038 .33664 .16181 .01833 .65496 equal variances not assumed 1.971 226.137 .050 .33664 .17076 .00015 .67314 for two-independent sample t-test, seen from the results of hypothesis lavene's test to determine whether the assumption of equal variance is both met or not met with the hypothesis: ho: σ1 2 = σ22 to hi: σ12 ≠ σ22 where σ12 = variance group 1 dan σ22 = variance group 2. from the levene’s test result obtained that p-value = 0,00 is smaller than α = 0,05, so ho: σ12 = σ22 is rejected. in other words, assuming the variance is not great (equal variances not assumed). because the results of lavene’ test show the second assumption variance is not as great; it is necessary to use t-test results of two independent sample assuming unequal variances both for the hypothesis ho: µ1≥µ2 to hi: µ1<µ2 that give the value t = 1.971 degree of freedom 226.137 and p-value (2-tailed) = 0.050. it can be concluded that the means of student active in organization have lower achievement than students who are not active in organization. on the model summary table above, the value of r square by 21% means a variable achievement can be explained by students, faculty, university, and family. the remaining 79% is explained by other variables outside the model. another variable that could have influence is social environment of the students. the results showed the presence of the effect of self respective student to student achievement. this is due to student themselves decide whether they want to quickly pass by best value or not. for students by high motivation for achievement is certainly not will be skip study, study hard, tried hard to understand what is described by the lecturer. however, lecturers, university and family have no effect on student achievement. it happens all the back to the students concerned. any professional lecturers who teach, students who do not care or do not have the motivation to excel still no effect. as well as any facilities provided by the university and harmonious as any family, not necessarily make student intend to excel. furthermore, there are differences in achievement between the students who are actively involved in campus activities that do not active participate by campus activities. this means that students who are actively involved by campus activities different achievement who did not participate. for students who active participated campus activities achievement will be go down because the time spent to go study and learn a limited. conclusion the results showed that there is an influence of student to student achievement. however, lecturers, university, and family have no effect on student achievement. moreover, there are differences in achievement between the students who are actively involved in campus activities than they who do not actively participate in campus activities. 34 journal the winners, vol. 16 no. 1, march 2015: 25-35 references ali, a. 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(2005). the effects of college student employment on academic achievement. the university of central florida undergraduate research journal, 1, 38–47. retrieved from https://www.urj.ucf.edu/docs/urjmanuscript_watanabe_080509.pdf microsoft word 01_adi cahyadi_e-government.doc e-government: suatu tinjauan konsep dan permasalahan (adi cahyadi) 1 e-government: suatu tinjauan konsep dan permasalahan adi cahyadi1 abstract like any other e-business terms, e-government is a term most likely to be over-exploited and this will tend to create a miss-perception in the way government and public views this emerging business concept. this relatively simple and short article tries to present in more detail to its readers the true concept of e-government. furthermore, this article will also explain the slow adoption rate of e-government in a developing country such as indonesia and offered a short term solution that is deemed appropriate. keyword: e-government abstrak istilah e-government, seperti juga istilah e-bisnis yang lain, memiliki resiko untuk dieksploitasi secara berlebihan sehingga membuatnya menjadi rancu. artikel yang relatif sederhana ini mencoba meluruskan persepsi yang keliru mengenai e-government sekaligus mengupas secara lebih mendetail konsep e-government itu sendiri. lebih jauh, artikel ini mengajak pembaca untuk melihat kendala dan hambatan yang dihadapi oleh negara sedang berkembang seperti indonesia dalam mengimplementasikan konsep ini serta menawarkan beberapa solusi sementara yang dianggap tepat. kata kunci: e-government 1 staf pengajar universitas trisakti & ubinus, jakarta journal the winners, vol. 4 no. 1, maret 2003: 1-12 2 pendahuluan latar belakang dan konsep e-government merupakan suatu istilah yang masih baru bagi masyarakat di kebanyakan negara berkembang. seringkali bahkan, istilah itu disalahartikan. secara konseptual, e-government sebetulnya bukan merupakan sesuatu yang baru. pemerintah di banyak negara, baik negara maju maupun negara sedang berkembang, telah sejak lama menggunakan sistem komputer untuk membantu dan mendukung pekerjaan administrasi dan pengolahan data yang kesemuanya bermuara pada pelayanan masyarakat (public service). perbedaan yang mencolok antara konsep egovernment yang dikenal sekarang dengan penerapannya pada masa lalu terletak pada cakupan penggunaan sistem komputer/informasi dalam melayani baik masyarakat maupun stake holders lainnya (karyawan/pegawai, departemen/lembaga pemerintah lainnya, organisasi swasta, dan sebagainya). penggunaan sistem komputer/informasi di lembaga/organisasi pemerintah biasanya ditujukan untuk mempercepat dan mengefisienkan proses administrasi, pencarian, dan pengolahan data yang berakibat pada meningkatnya kualitas pelayanan masyarakat. dengan kata lain, sistem komputer/informasi di lembaga tersebut difokuskan sebagai alat bantu pegawai pemerintah dalam melayani masyarakat. seiring dengan berjalannya waktu, penerapan sistem informasi itu ternyata memberikan hasil yang beragam. di negara maju, penerapan sistem informasi dalam suatu organisasi terutama yang berorientasi keuntungan (profit oriented) membuahkan hasil yang cukup positif. banyak diantaranya mencatat peningkatan dalam volume penjualan bahkan banyak pula yang mencatat peningkatan efisiensi baik dalam proses produksi maupun pemasaran. bagi organisasi nir-laba, terutamanya pemerintah, keuntungan yang dicatat tidaklah sejelas dan sebanyak organisasi bisnis. kebanyakan organisasi pemerintah yang menerapkan sistem informasi dalam pelayanan publik mencatat efisiensi waktu dan biaya yang cukup signifikan namun terbatas hal itu disebabkan oleh rantai birokrasi dan otorisasi yang masih relatif panjang. hasil yang lebih memprihatinkan dapat dilihat dari kasus negara berkembang dan banyak organisasi pemerintah di negara tersebut gagal mencapai peningkatan kualitas pelayanan publik yang signifikan kendati menggunakan sistem komputer/informasi yang memadai. banyak pihak dari kalangan akademis, analis, dan pelaku bisnis berpendapat bahwa kegagalan tersebut diakibatkan terutamanya dari kegagalan manajemen organisasi tersebut dalam membentuk budaya dan etika kerja yang kondusif. tanpa adanya budaya dan etika kerja yang kondusif yang ditandai dengan maraknya praktek korupsi dan rendahnya semangat kerja, sistem informasi yang secanggih apapun tidak mungkin membuahkan hasil yang diharapkan. masalah yang bermuara pada kualitas sumber daya manusia telah lama menjadi batu sandungan bagi peningkatan efisiensi dan mutu pelayanan lembaga pemerintahan di banyak negara (terutama negara berkembang). solusi dan pemecahan masalah itu tidaklah mudah dan cenderung bersifat jangka panjang. sulitnya memecahkan masalah yang sangat serius itu membuahkan berbagai usaha untuk mencari alternatif solusi yang berjangka pendek. salah satu solusi yang sedang giat dikembangkan dewasa ini adalah penerapan e-government. dalam e-government, sistem informasi/komputer tidak hanya digunakan sebagai alat pendukung dalam melayani masyarakat (gambar 1) tetapi juga difungsikan sebagai pelayan itu e-government: suatu tinjauan konsep dan permasalahan (adi cahyadi) 3 sendiri (gambar 2). dalam konsep itu, masyarakat diberi pilihan untuk berinteraksi dengan manusia (pegawai pemerintah) atau dengan komputer (lewat situs lembaga pemerintah di internet). dengan diperluasnya fungsi sistem informasi tersebut, diharapkan praktik yang merugikan masyarakat maupun negara yang bersumber dari lemahnya etika dan buruknya budaya kerja pegawai dapat dikurangi. gambar 1 fungsi tradisional sistem informasi sebagai pendukung pelayanan masyarakat journal the winners, vol. 4 no. 1, maret 2003: 1-12 4 gambar 2 fungsi sistem informasi sebagai pelayan masyarakat dalam konsep e-government definisi dan ruang lingkup menurut world bank, e-government didefinisikan sebagai “penggunaan/pemanfaatan teknologi informasi oleh lembaga pemerintah untuk meningkatkan pelayanan pada masyarakat, pelaku bisnis, dan sekaligus menfasilitasi kerja sama dengan lembaga pemerintah lainnya”. lebih lanjut, menurut world bank, e-government harus diarahkan pada pemberdayaan masyarakat melalui akses yang luas terhadap informasi yang tersedia. berdasarkan definisi di atas, dapat disimpulkan bahwa e-government memiliki cakupan atau ruang lingkup yang cukup luas, bukan saja meliputi seluruh unit dalam suatu organisasi pemerintah tetapi juga mencakup mitra kerjanya (stakeholders) yang terdiri dari berikut ini. 1. karyawan/pegawai lembaga pemerintah tersebut 2. anggota masyarakat 3. pelaku bisnis 4. lembaga pemerintah lainnya 5. pemasok/pembekal alat-alat kantor dan sebagainya dalam konsep e-government, kelima jenis mitra kerja itu berinteraksi dengan lembaga pemerintah melalui jaringan sistem informasi/komputer seperti yang dapat dilihat pada gambar 3 di bawah ini. e-government: suatu tinjauan konsep dan permasalahan (adi cahyadi) 5 gambar 3 ruang lingkup interaksi e-government pembahasan model (bentuk) e-governance e-government bukanlah suatu konsep yang begitu saja dapat diimplementasikan atau diterapkan. penerapan e-government memerlukan perubahan baik dari segi proses bisnis (business process reengineering) maupun struktur organisasi. banyak penulis dan lembaga konsultan mencoba mendesain model/bentuk organisasi yang baru itu namun sampai sekarangpun masih belum ditemukan suatu bentuk baku yang dapat dipakai di seluruh organisasi pemerintah yang ada. hal itu disebabkan oleh keunikan masing-masing organisasi baik ditinjau dari segi struktur, core business, maupun stakeholder-nya. bentuk/model e-government yang diusulkan oleh peoplesoft consulting division yang ditampilkan pada tulisan ini adalah model e-government skala nasional dan dalam model ini suatu pemerintahan yang ingin mentransformasikan dirinya kepada suatu bentuk e-government harus memiliki komponen seperti berikut. 1. kepemimpinan eksekutif (executive leadership). fungsi kepemimpinan dalam program egovernment skala nasional terletak di pundak kepala pemerintahan yang bertugas memberi arah menetapkan tujuan dan sasaran umum program e-government nasional sekaligus menetapkan standar teknologi yang harus dipakai oleh setiap lembaga pemerintah yang berada di bawah kendalinya. chief executive officer yang dalam hal ini diperankan oleh kepala pemerintahan/negara dapat mendelegasikan sebagian kewenangannya kepada seorang pejabat pemerintah yang berperan sebagai seorang chief information officer yang melaksanakan dan mengawasi operasi sehari-hari program e-government nasional itu. journal the winners, vol. 4 no. 1, maret 2003: 1-12 6 2. keikutsertaan otoritas legislatif dan otoritas lain berdasarkan yurisdiksi. wakil lembaga legislatif harus diikutsertakan sebagai mitra pemerintah dalam mengawasi dan mengarahkan perkembangan program e-government baik dalam lingkup nasional maupun regional. wakil instansi pemerintah juga perlu diikutsertakan mengingat merekalah yang mewakili penanggung jawab operasional e-government pada masing-masing instansi. 3. penasehat teknologi informasi (it advisor). suatu lembaga yang berperan sebagai pemikir masalah teknologi informasi (it think tank) perlu dibentuk atau ditetapkan. fungsi lembaga itu adalah memberikan saran dan masukan yang bersifat teknis dalam rangka pengembangan kepada lembaga pemerintah yang menjalankan program itu. 4. pengelola pada tingkat lembaga/organisasi (enterprise level governance boards). bertanggung-jawab terhadap investasi aplikasi maupun infrastruktur di masing-masing lembaga. 5. pengawas dan pengendali teknis (technical oversight boards). bertanggung-jawab terhadap operasi dan kesiapan jaringan sistem informasi serta konsistensi kerja aplikasi. kelima komponen itu saling mendukung, berinteraksi, serta mendapatkan masukan dari berbagai pihak seperti masyarakat (crm constituent group), kalangan swasta (private sector advisor), dan wakil lembaga legislatif dan lembaga pemerintah terkait (lihat gambar 4). gambar 4 bagan interaksi komponen dalam model e-government skala nasional e-government: suatu tinjauan konsep dan permasalahan (adi cahyadi) 7 manfaat penerapan konsep e-government beberapa manfaat yang diharapkan dari implementasi konsep e-government dilihat dari berbagai sisi antara lain sebagai berikut. 1. dari sisi lembaga (organisasi) manfaat yang diharapkan dari sisi lembaga atau organisasi antara lain penghematan biaya melayani masyarakat yang timbul antara lain akibat penghematan dalam pemakaian kertas (paperless transaction), sumber daya manusia (office automation) dan waktu, meningkatnya kemampuan lembaga pemerintah dalam tukar-menukar informasi dan data (information sharing). 2. dari sisi masyarakat (konsumen) manfaat yang diharapkan diterima masyarakat berupa pelayanan dan pemberian informasi yang lebih cepat, akses yang cepat terhadap dokumen dan formulir elektronik, pelayanan masyarakat yang terus-menerus (24 jam sehari), meningkatnya kemampuan melayani diri sendiri (self service), meningkatnya kemampuan untuk mencari informasi, meluasnya akses terhadap informasi, dan sebagainya. faktor kritis pendukung kesuksesan e-government untuk mencapai manfaat yang telah disinggung sebelumnya, lembaga pemerintah yang berencana atau sedang mengimplementasikan konsep e-government harus memperhatikan beberapa faktor yang sangat vital bagi kelangsungan bahkan kesinambungan program egovernment-nya. faktor kritis tersebut antara lain sebagai berikut. 1. dukungan yang luas baik dari manajer/pejabat puncak (pengambil keputusan) maupun manajer/pejabat di level operasional. 2. kemauan untuk mengubah cara/metode bekerja sama, membagi, dan mengelola data dan jasa dari lembaga pemerintah. 3. kemampuan untuk memperbaiki budaya kerja, keahlian, dan peraturan yang menyangkut administrasi pemerintahan dan pembiayaan pada setiap lembaga pemerintah dalam rangka mendukung implementasi e-government. 4. memulai implementasi dari skala kecil dan berkembang sesuai dengan permintaan masyarakat, tingkat penggunaan (adoption rate), dan tingkat penerimaan (acceptability rate). 5. menciptakan keadilan dalam akses terhadap informasi dan jasa. 6. membangun fasilitas teknologi informasi dan peraturan pendukung dalam rangka menjamin keamanan dan kerahasiaan data setiap anggota masyarakat. 7. adanya tingkat keahlian dan infrastruktur teknologi informasi yang memadai. kendala dan hambatan: kasus indonesia e-government, seperti juga semua konsep transaksi yang dilakukan melalui jaringan sistem informasi, memerlukan prasyarat bagi terlaksananya program tersebut dengan sukses (lihat bagian faktor kritis). secara realitas, implementasi e-government berkembang dengan kecepatan yang berbeda-beda. hal itu disebabkan oleh banyak faktor di luar kendali lembaga pemerintah yang menjalankan program ini. faktor dan hambatan yang jamak dihadapi oleh negara berkembang seperti indonesia antara lain sebagai berikut. journal the winners, vol. 4 no. 1, maret 2003: 1-12 8 1. tingkat endapatan per kapita yang rendah. tingkat pendapatan per kapita yang rendah menyebabkan kebanyakan masyarakat berada di luar jangkauan teknologi informasi yang interaktif (seperti internet, tv interaktif, dan sebagainya). 2. tingkat pengetahuan teknologi informasi yang rendah (low it literacy rate) menyebabkan sebagian besar masyarakat kurang memahami bahkan menyadari manfaat bertransaksi secara online. hal itu juga menghambat pertumbuhan dan pengembangan aplikasi ti di negara tersebut. 3. tingkat penetrasi komputer pribadi (pc) yang rendah menyebabkan banyak masyarakat belum dapat mengakses internet. 4. tingkat penetrasi internet yang rendah menyebabkan banyak anggota masyarakat berada di luar jangkauan informasi terkini yang bersifat nasional maupun global. 5. infrastruktur teknologi informasi yang masih kurang memadai (bentangan kabel serat optik yang masih minim, jaringan komunikasi dengan kapasitas transfer data (bandwidth) yang masih rendah, dan sebagainya. 6. belum adanya perlindungan yang memadai secara undang-undang untuk transaksi yang dilakukan melalui jaringan elektronik (internet, wireless, dan sebagainya). fakta itu didukung oleh hasil riset yang berjudul “benchmarking e-government: a global perspective” yang dilakukan oleh united nations division for public economics and public administration/dpepa (suatu lembaga di bawah naungan pbb). riset itu ditujukan untuk mengukur kesiapan masing-masing negara anggota pbb dalam menerapkan e-government. dalam riset itu, dpepa menggunakan seperangkat indikator untuk menghasilkan suatu indeks yang menunjukkan kesiapan masing-masing negara. indeks itu diberi nama e-government index. adapun indikator yang dipakai dalam pengukuran (benchmarking) itu antara lain sebagai berikut. 1. jumlah pc per 100 orang. indikator ini digunakan karena pc (komputer pribadi) merupakan alat yang biasa digunakan anggota masyarakat untuk mengakses internet. 2. jumlah host internet per 10.000 orang. indikator itu digunakan untuk mengukur tingkat penetrasi internet, logikanya semakin banyak host internet/internet provider semakin besar peluang anggota masyarakat untuk mengakses internet. 3. persentase penduduk suatu negara yang telah terhubung dengan internet (online). 4. sambungan telepon per 1.000 penduduk. berhubung kebanyakan anggota masyarakat terhubung dengan internet melalui jaringan telepon, semakin besar indikator ini semakin besar pula peluang masyarakat untuk mengakses internet. 5. jumlah telepon genggam per 100 penduduk. indikator itu menunjukkan potensi suatu negara dalam menerapkan wireless transaction (transaksi nir-kabel) baik yang dilakukan antara masyarakat dengan perusahaam (mobile commerce) maupun yang dilakukan antara masyarakat dengan pemerintah (mobile government/public service). 6. jumlah televisi per 1.000 penduduk. indikator itu menunjukkan potensi/prospek suatu negara dalam menerapkan teknologi web tv (menggunakan televisi sebagai sarana untuk mengakses internet). hal itu dianggap penting karena tingkat pemilikan televisi jauh di atas tingkat pemilikan komputer pribadi baik di negara maju maupun di negara berkembang. 7. web presence index. indeks yang mengukur sejauh mana penerapan e-government diukur dari tingkat pengembangan situs dan intergrasi sistem informasi lembaga pemerintah. 8. human development index. indeks yang mengukur sejauh mana kesiapan sumber daya manusia dalam hal keahlian dan penguasaan teknologi informasi. e-government: suatu tinjauan konsep dan permasalahan (adi cahyadi) 9 9. persentasi penduduk kota terhadap total populasi. indikator ini diperlukan untuk mengukur potensi adopsi konsep e-government berhubung penduduk kota dianggap sebagai bagian penduduk suatu negara yang paling cepat mengadopsi teknologi. hasil pengukuran menggunakan indikator di atas dapat dilihat pada tabel 1 yang disajikan di halaman 15. tabel itu menunjukkan index e-government negara anggota pbb yang digolongkan ke dalam negara yang memiliki kapasitas e-government yang minimal (indeks 1.00 – 1.59). terlihat bahwa posisi indonesia (1.34) masih relatif di bawah negara asia tenggara lain (brunei = 1.59, philipine = 1.44) kecuali vietnam (1.10). fakta yang lebih memprihatinkan adalah kenyataan bahwa walaupun skor indonesia lebih tinggi dibandingkan vietnam (yang memang wajar mengingat bahwa vietnam merupakan negara yang baru saja membuka dirinya terhadap investasi luar), pada beberapa indikator seperti human development index, sambungan telepon per 100 penduduk dan jumlah tv per 1000 penduduk, vietnam menunjukkan keunggulannya. kondisi dan solusi sementara bagi indonesia pertanyaan yang timbul dari menyimak fakta di atas adalah bagaimana mengimplementasikan e-government dengan kendala dan hambatan yang ada. untuk menjawab pertanyaan tersebut, perlu melihat sejauh mana penerapan e-government di indonesia. pbb melalui dpepa mengkategorikan tahap pengembangan e-government menjadi beberapa tahap yang dapat dilihat pada gambar 5 di bawah ini. gambar 5 tahapan e-government. sumber: benchmarking e-government: a global perspective, united nations division for public economic, and public administration and administration society for public administration tahap emerging, yaitu tahap ketika kehadiran suatu lembaga pemerintah di internet diwakili oleh beberapa situs resmi lembaga pemerintah yang memberikan informasi yang bersifat mendasar, terbatas, dan statis. tahap enhanced, yaitu tahap ketika isi (konten) situs diperbarui secara berkala dan teratur. tahap interactive, yaitu tahap ketika pengunjung dapat men-download formulir elektronik, mengontak pegawai/pejabat pemerintah, dan membuat perjanjian (appointment), dan melayangkan permohonan secara elektronik. tahap transactional. pengunjung dapat melakukan pembayaran atas jasa atau melakukan transaksi finansial dengan lembaga pemerintah secara online. tahap seamless. integrasi total fungsi dan jasa pemerintah lintas batas administratif dan departemental. journal the winners, vol. 4 no. 1, maret 2003: 1-12 10 tahap-tahap pengembangan e-government ini digunakan oleh dpepa dalam mengkategorikan negara-negara anggota pbb. dimana indonesia masuk kedalam kategori negaranegara yang berada pada tahap enhanced. kenyataan di lapangan menunjukkan adanya usaha dan kecenderungan lembaga pemerintah untuk beralih dari tahap enhanced menjadi tahap interactive dan bahkan tahap transactional. hal itu ditunjukkan oleh semakin menjamurnya pemakaian chat room (fasilitas komunikasi online melalui teks yang diketikkan dan terlihat pada layar komputer), formulir online, dan e-mail pada situs lembaga pemerintah. beberapa lembaga pemerintah bahkan berencana membangun fasiltas transaksi online seperti yang akan dilakukan oleh direktorat jenderal pajak dalam rangka membangun sistem pemungutan dan pembayaran pajak secara elektronik. banyak lembaga pemerintah baik pada tingkat pusat maupun daerah berlomba-lomba untuk membangun situs interaktif yang menyediakan berbagai macam fasilitas pada pengunjungnya bahkan terlihat semacam kecenderungan untuk menjadikan e-government sebagai suatu peluang untuk menciptakan proyek (onno w. purbo). secara sepintas, perlombaan itu terlihat positif bagi pengembangan e-government di tanah air namun melihat keterbatasan yang dimiliki baik dari segi infrastruktur maupun kesiapan masyarakat, kecenderungan itu dapat menimbulkan dampak yang negatif berupa antara lain sebagai berikut. 1. investasi teknologi informasi yang tidak menghasilkan manfaat yang optimal akibat belum optimalnya pemakaian situs oleh masyarakat untuk berinteraksi dengan pemerintah. 2. lambatnya akses ke situs pemerintah akibat penggunaan komponen interaktif dan dinamis yang memerlukan kapasitas transmisi data yang tinggi sedangkan kapasitas (bandwidth) jaringan telepon yang dimiliki masyarakat masih sangat terbatas. masalah tersebut timbul akibat lalainya pemerintah dalam memperhatikan indikator kesiapan e-government-nya. kesiapan e-government (e-government readiness) suatu lembaga pemerintah tidak hanya diukur dari sejauh mana penguasaan teknologi para karyawannya, sebesar apa komitmen para pimpinannya, atau sebanyak apa anggaran yang dapat ia alokasikan (walaupun ketiga hal itu sangat penting) tetapi juga diukur dari sejauh mana kesiapan infrastruktur komunikasinya, kemampuan/daya beli, dan penguasaan teknologi masyarakatnya. pendekatan yang dapat ditempuh, mengingat hal tersebut adalah pendekatan pengembangan e-government, secara bertahap sesuai dengan permintaan masyarakat (e-government on demand) dan dalam pendekatan ini fasilitas dan informasi yang ditawarkan secara online melalui situs dikembangkan sesuai dengan permintaan dan perkembangan masyarakat. berdasarkan pendekatan itu, indonesia sebagai negara yang memiliki kapasitas egovernment yang minimal seyogyanya memulai usaha penerapan konsep e-government dengan membangun situs yang diarahkan/difokuskan pada distribusi informasi dan jasa untuk segmen masyarakat tertentu yang nantinya dapat dikembangkan untuk mencakup segmen masyarakat yg lebih luas (start small but think big). situs yang diluncurkan oleh lembaga pemerintah pada tahap awal model pendekatan ini diarahkan pada pemenuhan beberapa fungsi dasar antara lain sebagai berikut. 1. pemasyarakatan lembaga pemerintah beserta fungsi dan komponennya. 2. pembinaan dan pengarahan masyarakat dalam berinteraksi dengan lembaga pemerintah (misalnya dalam hal pembayaran pajak, pengurusan ktp, sim, dan sebagainya). 3. pembinaan dan pengarahan perusahaan dalam berinteraksi dengan lembaga pemerintah (misalnya dalam hal pengurusan/administrasi ekspor/impor, dan sebagainya). e-government: suatu tinjauan konsep dan permasalahan (adi cahyadi) 11 4. diseminasi informasi yang bersifat umum dan berdampak luas (kebijakan pemerintah dalam hal perpajakan, cukai dan bea masuk, pajak dan pungutan daerah, dan sebagainya). 5. diseminasi informasi yang membantu membangun citra lembaga pemerintah (berita terkini yg menyangkut kegiatan lembaga tersebut). 6. pembenahan lembaga pemerintah baik dari segi administrasi maupun sumber daya manusia. hal itu dilakukan dengan cara menampung keluhan dan masukan masyarakat terhadap jasa dan pelayanan publik yang diberikan oleh lembaga tersebut. 7. akses yang merata bagi masyarakat sehingga desain situs berikut aplikasi yang berjalan di dalamnya harus mempertimbangkan kemampuan penguasaan teknologi masyarakat yang ratarata masih relatif rendah. dengan diadopsinya pendekatan pengembangan e-government bertahap diharapkan pemerintah dapat lebih tepat mengalokasikan investasinya sehingga tidak merugikan sektor lain yang memerlukan perhatian yang lebih mendesak. tabel 1 indikator kesiapan e-government beberapa negara anggota pbb sumber: benchmarking e-government: a global perspective, united nations division for public economic and public administration & administration society for public administration (2001) journal the winners, vol. 4 no. 1, maret 2003: 1-12 12 daftar pustaka national office for the information economy (noie). 2002. commonwealth of australia and dmr consulting e-government benefits study. neu c., richard, anderson robert. h, and bikson. tora k. 1999. sending your government a message: e-mail communication between citizens and government. rand science & technology. new zealand government. 2001. report on new zealand e-government strategy. peoplesoft white paper series. 2001. guideline for building e-government, best practices for egovernment implementations. proudfoot, scott. 2003. weighing e-government. hillwatch inc. purbo, onno w. akankah e-government memecahkan masalah indonesia. un dpepa and american society for public administration. 2001. benchmarking egovernment: a global perspective, assessing the progress of the un member states. microsoft word 01_piksi_arif_eka_rev2 the relationship between leadership …… (eka sari budihastuti; arif yusuf hamali) 77  the relationship between leadership and teachers’ performance at state vocational high school “x” bandung eka sari budihastuti1; arif yusuf hamali2 1smk negeri 1 kota bandung jl. wastukancana no. 3, bandung, jawa barat, 40117 2politeknik piksi ganesha bandung jl. jend. gatot subroto 301, bandung, jawa barat, 40274 1budihas20mei@yahoo.com; 2arifyusufhamali@yahoo.co.id2 abstract this research was conducted at state vocational high school “x” bandung, aimed to determine the relationship of leadership and teachers’ performance, and also to analyze the effect of leadership on teachers’ performance at state vocational high school “x” bandung. respondents of this research are 30 employees selected by census technique. this research uses descriptive and associative method, which tests the connection using the spearman rank correlation analysis, and also done to determine the accuracy of measurement using by the validity and reliability test. results of the validity and reliability test of variables x and y are valid and reliable. calculations were performed using spss software version 19. the result of this study shows that leadership is in the category of good and teachers’ performance is also in the category of good. results shows the correlation of leadership with teachers’ performace at state vocational high school “x” bandung based on the interpretation of pearson product moment correlation is in the criteria of strong. it shows that the hypothesis is proved, there is significant relationship between leadership and teachers’ performance at state vocational high school “x” bandung. keywords: teacher leadership, teachers’ performance, pearson product moment correlation introduction the achievement of organizational goals cannot be often done easily. various obstacles are faced in its efforts to achieve the goal. economic turbulence, an increasingly aggressive competitor activity, and various other difficulties often make the goals to be achieved becomes uneasy, the same problems occur when organizations want to make changes to better fit with the environment development. human resources (hr) in organization is already familiar with the old way that would have are luctance to change. this is only among few other things since a new destination that wants to be pursued by the organization is still too vague, so that the employees are concerned such changes would only cause a variety of adverse impact on the interests of employees. in various situations like that, organizations need a leader who will perform the function of leadership. the leadership factor plays a very important role for leaders that will propel and steer the organization in achieving its objectives and task that is not easy. being the leader of a task is not easy because he has to understand each different subordinate behavior. subordinates are influenced in such a way so that they can provide dedication and participation to the organization effectively and 78 journal the winners, vol. 17 no. 2, september 2016: 77-89 efficiently. success or failure of efforts in achieving organizational goals depends on the quality of leadership. the function and role of a leader in an organization is to be responsible for motivating and giving direction to his subordinates. a leader who is capable of performing the leadership function and role effectively will affect the employees’ performance. performance is the output generated by functions or indicators of a job or a profession in a given time. the term performance can also be used to show the output of the organization, tools, management functions (production, marketing, finance), or the output of an employee. performance is the result of the synergy of a number of factors, among others are the organizational internal environmental factors, external environmental factors and employees’ or workers’ internal factor. the employees’ internal factors chime with the organizational internal environmental factors and the organizational external environmental factors. the synergy influences employees’ behavior in work then it affects employees’ performance. the employees’ performance then determines the performance of the organization. factors that can be controlled and conditioned by the organizations’ leaders are organizational internal environmental factor and employees’ internal factor. the organizational external environmental factors are beyond the leaderships’ control. the task of the leadership is to control and to develop the internal environmental factor and the employees’ internal factor. previous researches has stated that leadership variable affected employees’ performance positively and significantly. the role of a leader in encouraging employees to take the initiative, to take the risks, to stimulate the innovation, to familiarize themselves with the uncertainty, as well as to give working directions may affect teachers’ performance significantly (abbas & yaqoob, 2009; handayani, 2010; kiswanto, 2010; warni, 2010; sjafei, 2011; walumbwa et al., 2011; bello, 2012; mehrabi et al., 2012). leadership has a positive and significant relationship. the role and function of leadership applied in an organization will be able to generate high employee performance, so that the results of the implementation of the duties of employees will go in line with the work plan established by a leader (glorianto, 2005; nurwati et al., 2012; paracha et al., 2012; risqon & purwadi, 2012; soegihartono, 2012; supendy et al., 2012; parhusip, 2013; suwandi & sumarji, 2013; shafie et al., 2013; marpaung, 2014; iqbal et al., 2015; rasool et al., 2015). other researches stated a different result, namely the study of yusron (2010), stated that leadership did not affect partially and significantly on employees’ performance. improving the quality of leadership alone will not affect employees’ performance, that is not accompanied by increasing other external factors, such as leadership figure of a leader itself. state vocational high school "x" bandung is one of the state vocational educational institutions in bandung, which has the superior vocation such as accounting, office administration, marketing management, and business travel. state vocational high school "x" bandung as one of the favorites of vocational schools in the city of bandung are always trying to improve the quality of education, coupled with improving teachers’ performance as educators. the teachers’s performance will be achieved maximally when the leaderships’ functions and roles have been implemented effectively in that school. the phenomenon of leadership in state vocational high school "x" bandung based on a preliminary research to obtain the real problem (sugiyono, 2011) through interviews with teachers at school are shown in table 1. the relationship between leadership …… (eka sari budihastuti; arif yusuf hamali) 79  table 1 the phenomenon of leadership at state vocational high school "x" bandung based on opinion of 30 teachers year of 2015 leadership role and function opinion yes opinion no school leader is able to formulate a vision and mission in work 6 24 school leader performs a two-way communication with subordinates 5 25 leader always provides guidance and work direction to subordinates 5 25 leader is able to create a spirit of teamwork 7 23 leader accommodates all the aspirations of the subordinate 8 22 the phenomenon of teachers’ performance occurred in state vocational high school "x" bandung based on a preliminary study and the data obtained from school administration division are presented in table 2. table 2 the phenomenon of teachers’ performance at state vocational high school "x" bandung year of 2015 types of work sop target target realisation timely in completing the job 100% 80% creativity in providing teaching materials in the classroom 95% 70% emotional and spiritual intelligence in solving the working problems 95% 75% obedience in complying with the rules of coming to work and going home 95% 60% based on the explanation and data in table 1 and table 2, the problem examined can be formulated. first, it shows how the leadership and teachers’ performance at state vocational high school "x" bandung is. second, whether there is significant relationship between leadership and teachers’ performance at state vocational high school "x". the goal of this research is to find out the relationship between leadership and teachers’ performance at state vocational high school "x" bandung. this research is also conducted to find out whether there is significant relationship between leadership and teachers’ performance at state vocational high school "x" bandung. leadership is defined by sutrisno (2010) as a process of directing and influencing the activities related to the duties of the members of group, whose implications should involve others, subordinates or followers, distribution of power, and the ability to use various forms of power to influence followers through a number way. leaders in an organization has a very important role, not only internally to the organization concerned, but also in dealing with various parties outside the organization, all of which are intended to improve the ability of the organization to achieve its objectives. the role can be categorized into three forms, which are interpersonal, informational, and decision-making. the dimensions of leadership according to sutrisno (2010) consists of: a) ability as a counselor, i.e the ability of a leader to assist or help hr to address the problems it faces in performing tasks assigned to them; b) the ability of an instructor, the ability of a leader to be a wise teacher and makes subordinates increasingly smart and professional in carrying out their duties; c) ability to lead a meeting, ie the ability of a leader to guide and move the right target and useful, by acting as advisors, helping the group come to a decision that can be understood by everyone and accepted by all participants of the meeting; d) ability to take decisions, ie the ability of a leader to take decisions 80 journal the winners, vol. 17 no. 2, september 2016: 77-89 leadership (x): 1. ability to delegate authority; 2. ability as an instructor; 3. ability to lead a work meeting; 4. ability to make decisions. performance (y): 1. work result; 2. knowledge of job; 3. mental dexterity; 4. time discipline and absenteeism. bravely in the event of labor problems; and e) ability to delegate authority, ie the ability of a leader to be able to give it duties and responsibilities to the right people for the tasks and the responsibilities. the dimensions of leadership examined in this research are: (a) ability to delegate authority, consist of indicators like formulation of vision and mission in work clearly, and submission of work instructions to subordinates; (b) ability as an instructor, consists of indicators like two-ways communication to subordinates, performance evaluation of subordinates, and providing guidance and work direction to subordinates; (c) ability to lead a meeting, consists of indicators like being able to set a work plan, being able to create a teamwork spirit, being able to make a job analysis, and being able to accommodate all of the aspirations of subordinates; and (d) ability to make decisions, consists of indicators like making decisions quickly and accurately, understanding the rules with regard to decision-making, and understanding the character of subordinates with regard to decision-making. performance or achievements of work is defined by sutrisno (2010) as a result of the work that has been achieved by someone from its working behavior in performing work activities. information on the high and low job performance of an employee cannot be obtained for granted, but obtained through a long process, namely the employees’ performance appraisal process is called as the term of performance appraisal. the dimensions of performance according to sutrisno (2010) consists of: (a) working result, which is the level of quantity and quality that has been produced and the extent to which surveillance is done; (b) knowledge of job, namely the level of knowledge related to the job duties will directly influence the quantity and quality of work; (c) initiative, which is the level initiatives over performing job task especially in terms of handling the problems arise; (d) mental dexterity, namely the level of ability and speed in receiving work instructions and adjust to the working way and the existing work situations; (e) attitude, namely the level of working spirit and positive attitudes in performing job task; and (f) time discipline and absenteeism, namely the level of punctuality and the level of employees’ presence. the dimensions of performance are examined in this research are: (a) work result, consists of indicators like timely in completing the job, ability to achieve working targets, and thoroughness and seriousness in work; (b) knowledge of job, consists of indicators like working according to the sop, working according to leaders’ instruction, initiative and innovative in performing working task, and creativity in providing the material in class; (c) mental dexterity, consists of indicators like emotional and spiritual intelligence in solving the problems of work, quick response to receive working instructions, and quickly in adapting to the existing work situation; and (d) time discipline and absenteeism, consists of indicators like obedience of obeying the rules of time to work and time to go home, obedience of obeying the rules of presence in the workplace, and obedience of obeying the rules of time to take a break. based on theoretical descriptions above, it can be formulated the framework of research presented in figure 1. independent variable (x) dependent variable (y) figure 1 framework research the relationship between leadership …… (eka sari budihastuti; arif yusuf hamali) 81  based on the research framework in figure 1, the research hypothesis can be formulated as follows: "it is predicated that there is a relationship between leadership and teachers’ performance significantly at state vocational high school "x" bandung." methods the method applied in this research is descriptive and associative research. descriptive research is a research conducted to determine the value of an independent variable, either one or more variables without making comparisons, or connect between one variable with another variable (sugiyono, 2011). associative research is a research that aims to determine the relationship between two or more variables, and build a theory which may serve to explain, to predict, and to control a symptom (sugiyono, 2011). population is the generalization region consisting of the objects/subjects that have certain qualities and characteristics defined by the researchers to be studied and then to be concluded (sugiyono, 2011). population of this research is the employees at state vocational high school "x" bandung approximately 30 people. the sample is part of the number and characteristics possessed by this population (sugiyono, 2011). total population of 30 people which considered affordable by the researcher, then the entire population to be sampled in this research are 30 teachers of state vocational high school "x" bandung. sample collection technique is a sensus technique or a saturated sample because the entire population to be sampled (sugiyono, 2011). data used in this research is primary source data and secondary data. primary data is a collection of data done directly on the analyzed object to obtain the answers from the respondents. secondary data is data obtained from organization, literature, and other information which considered relevant and supporting the research. method used to collect data is closed system questionnaire. it means, for each question has been provided with the answer. questionnaire used in this research is likert scale. the scale is made by gradation from strongly disagree (score = 1) to strongly agree (score = 5). analysis taken in this research is descriptive and associative. descriptive analysis using a weighted analysis, and to find the standard weight value can be done by looking for the length of weight range. the standard weight value can be determined by looking for the length of weight range of five classifications, with the following steps: r (1) r r = 24 description: r = the range of classification the weighting is divided into five levels based on the classification above, started from the lowest to the highest level with the long range above 24. the classification is the standard weight value generated as shown in table 3. 82 journal the winners, vol. 17 no. 2, september 2016: 77-89 table 3 the standard weight value weight value category 30 – 53 worst 54 – 77 worse 78 – 101 enough 102 – 125 good 126 – 150 best analysis associative done to see how the relationship between independent variable (x) and dependent variable (y), in this case the relationship between leadership and teachers’ performance at state vocational high school "x" bandung, by using the formula of rank spearman (sugiyono, 2011) as follows: 1 ∑ (2) where: rs = correlation analysis di = difference of two variable n = sample in this research, the test to the significance of correlation coefficient is not yet done because this research is census. data analysis in this research for the calculations using spss software version 19. the next step is analyzing the correlation to see the relationship between leadership and teachers’ performance by using the analysis of coefficient of determination (cd) with the following formula (riduwan & kuncoro, 2007): cd = r2 x 100% (3) correlation or cohesion of the relation between free variable and bound variable is classified by riduwan and kuncoro (2007) presented in table 4 as follows: table 4 interpretation of correlation coefficient of r value results and discussions the result of validity test on leadership variable (x) and teachers’performance variable (y) statesthat all is valid, based on the criteria if the correlation coefficient or r count > 0,3 (sugiyono, 2011) with a significance level of 5% ( = 5%) and v = n 2 = 30 2 = 28, rvalue= 0,374, the point is coefficient interval level of relation 0,80 – 1,000 very strong 0,60 – 0,799 strong 0,40 – 0,599 strong enough 0,20 – 0,399 weak 0,00 – 0,199 very weak the relationship between leadership …… (eka sari budihastuti; arif yusuf hamali) 83  valid. results of validity test on leadership variable and teachers’ performance variable are shown in table 5 and table 6. table 5 validity test for leadership variable items of question correlation coefficient correlation coefficient  = 5 % description formulation of vision and mission in work clearly (x1) 0,825 0,374 valid submission of work instructions to subordinates (x2) 0,876 0,374 valid two-ways communication to subordinates (x3) 0,726 0,374 valid performance evaluation of subordinates (x4) 0,862 0,374 valid providing guidance and work direction to subordinates (x5) 0,702 0,374 valid being able to set a work plan (x6) 0,765 0,374 valid being able to create a teamwork spirit (x7) 0,699 0,374 valid being able to make a job analysis (x8) 0,518 0,374 valid being able to accommodate all of the aspirations of subordinates (x9) 0,702 0,374 valid making decisions quickly and accurately (x10) 0,876 0,374 valid understanding the rules with regard to decisionmaking (x11) 0,790 0,374 valid understanding the character of subordinates with regard to decision-making (x12) 0,807 0,374 valid tabel 6 validity test for teachers’ performance variable the result of reliability test on leadership variable instrument (x) and teachers performance variable instrument (y) states that all is reliable. results of reliability test on leadership variable and teachers’ performance variable are shown in table 7 and table 8. items of question correlation coefficient correlation coefficient  = 5 % description timely in completing the job (x1) 0,733 0,374 valid ability to achieve working targets (x2) 0,905 0,374 valid thoroughness and seriousness in work (x3) 0,888 0,374 valid working according to the sop (x4) 0,926 0,374 valid working according to leaders’ instruction (x5) 0,870 0,374 valid initiative and innovative in performing working task (x6) 0,896 0,374 valid creativity in providing the material in class (x7) 0,713 0,374 valid emotional and spiritual intelligence in solving the problems of work (x8) 0,632 0,374 valid quick response to receive working instructions (x9) 0,727 0,374 valid quickly in adapting to the existing worksituation (x10) 0,904 0,374 valid obedience of obeying the rules oftime to work and time to go home (x11) 0,911 0,374 valid obedience of obeying the rules of presence in the workplace (x12) 0,841 0,374 valid obedience of obeying the rules of time to take a break (x13) 0,917 0,374 valid quickly in adapting to the existing worksituation (x10) 0,904 0,374 valid 84 journal the winners, vol. 17 no. 2, september 2016: 77-89 table 7 the result of reliability test on leadership variable reliability statistics n of cases = 30,0 cronbach's alpha n of items 0,9329 12 table 8 the result of reliability test on teachers` performance variable reliability statistics n of cases = 30,0 cronbach's alpha n of items 0,9642 13 the result of descriptive average weighting for leadership variable has an average value weight around 101, based on the classification ranges included in the category enough. this result can be concluded that the overall leadership of principal at state vocational high school "x" bandung has been running good enough. however, there are dimensions that have a weight value below the weighted average of leadership variable, namely the dimension of ability to delegate authority on indicator of formulating vision and mission in work clearly; the dimension of ability as an instructor on indicator of two-ways communication to subordinates; and the dimension of ability to lead a work meeting on indicator of being able to create a spirit of teamwork. at the dimension of ability as an instructor, the indicator that has a weight value below the average value of leadership variable is indicator of two-ways communication to subordinates and indicator of providing guidance and work direction to subordinates. this shows that the leader in state vocational high school “x" bandung is considered by respondents not performingthe leadership role and function namely to do two-ways communication to teachers as subordinates. the incumbent leader has also been considered not effective yet in providing guidance and work direction to teachers working in school. on the dimension of ability to lead a work meeting, indicator that has the weight values below the average of leadership variable is indicator of being ableto create a spirit of teamwork indicatorof being able to accommodate all of the subordinate aspiration. this shows that the incumbent leader has not been able yet to create an atmosphere of work by fosteringa spirit of teamwork among teachers’ fellow, and has not been able yet to accommodate all of the aspirations articulated by teachers’ fellow in the event of teachers’ board meeting. the result of average weight description of respondents' opinion about leadership variable at state vocational high school "x" bandung, is shown in table 9. table 9 respondent’s opinion about leadership variable dimension indicator respondents’ opinion weight average weight 5 4 3 2 1 ability to delegate authority  formulating vision and mission in work clearly 2 10 14 4 0 100 101  submission of work instruction to subordinates 3 9 14 4 0 101 the relationship between leadership …… (eka sari budihastuti; arif yusuf hamali) 85  table 9 respondent’s opinion about leadership variable (continued) dimension indicator respondents’ opinion weight average weight 5 4 3 2 1 the result of average weighting description for teachers’ performance variable has a weight value about 100, based on the classification ranges included in category of enough. it can be concluded that the overall of teachers’ performance in state vocational high school "x" bandung is good enough. however, there are dimensions that have a weight value below the weighted average of the teachers’ performance variable, namely the dimensions of working result on indicator of timely in completing the job; dimension of knowledge of job on indicator of creativity in providing the material in class; dimension of mental dexterity on indicator of emotional and spiritual intelligence in solving the problems of work; and dimension of time discipline and absenteeism on indicator of obedience of obeying the rules of time to work and time to go home. the cause of teachers’ performance not being maximal in state vocational high school "x" bandung based on the dimensions that have weight values below the average of teachers’ performance variable is because there is teacher who do not timely in completing work related to the work of teaching and learning, such as delays in giving the student scores. teachers as educators have not empowered yet their emotional and spiritual intelligence too in completing the work related to the teaching and learning activities in schools, as well as in facing the level of work difficulty, there are still teachers that have not borne their creative ideas in work. teachers’ performance has not been maximal yet also demonstrated by obedience of obeying the rules of time to work and time to go home, because there is still discovered the phenomenon of teacher who arrives late to school to carry out teaching duties and also discovered the phenomenon of teacher who leaves work before the time specified by the leader of the school. phenomena of not maximal teachers’ performance in carrying out the task of teaching in state vocational high school “x" bandung is influenced by the leadership role and function that has not been implemented effectively yet by the incumbent head of school, as has been stated above. the result of descriptive average weighting on respondents' opinion about teachers’s performance variable at state vocational high school "x" bandung, is shownin table 10. ability as an instructor  two-ways communication to subordinates 2 8 16 4 0 98 99  evaluating subordinates’ performance 5 10 7 8 0 102  providing guidance and direction in work to subordinates 2 12 7 9 0 97 ability to lead a work meeting  being able to set a working plan 2 15 10 3 0 106 100  being able to create a spirit of teamwork 2 5 18 5 0 94  being able to make a job analysis 2 14 8 6 0 102  being able to accommodate all of the subordinates’ aspirations 2 12 7 9 0 97 ability to make decisions  making decision quickly and accurately 3 9 14 4 0 101 106  understanding the rules relating to the decision-making 3 15 8 4 0 107  understanding the character of the subordinate regarding to the decisionmaking 5 13 9 3 0 110 average 101 86 journal the winners, vol. 17 no. 2, september 2016: 77-89 table 10 respondents’ opinion about teachers’ performance variable dimension indicator respondents’ opinion weight average weight 5 4 3 2 1 working result  timely completing the job 2 5 15 8 0 91 100  the ability to achieve working targets 3 14 9 4 0 106  thoroughness and seriousness in work 2 15 8 5 0 104 knowledge of job  working according to the sop 3 12 10 5 0 103 99  working according to leaders’ instruction 3 9 14 4 0 101  initiative and innovative in carrying out working duties 3 12 11 4 0 104  creativity in providing the material in class 0 9 11 10 0 89 mental dexterity  emotional and spiritual intelligence in solving the problem of work 2 6 17 5 0 95 100  quick response to receive working instructions 3 12 10 5 0 103  quickly adapting to the existing work situation 5 10 8 7 0 103 time discipline and absenteeism obedience of obeying the rules of time to work and time to go home 2 10 13 5 0 99 102 obedience of obeying the rules of presence in the workplace 3 13 9 5 0 104 obedience of obeying the rules of time to break 2 14 9 5 0 103 average 100 the relationship between leadership and teachers’ performance at state vocational high school "x" bandung, can be viewed using spearman rank correlation analysis. the result of correlation analysis by using spss software version 19, with r value = 0,857. from the calculation result of spss software version 19, the result is significant at the significance level  = 5% (sig. (2tailed) = 0,000 less than 5%), which means that there is a significant relationship between leadership andteachers’ performance at state vocational high school "x" bandung. this research does not conduct statistical hypothesis test because of the sample using census techniques or saturated samples. the result of correlation analysis is shown in table 11. tabel 11 correlation analysis next is to find out the relation level, based on the criteria in table 4, with r = 0,857 then this relationship is in very strong connection criteria. from the result of this r = 0,857, then to declare the correlations leadership performance spearman's rank leadership correlation coefficient 1,000 0,857** sig. (2-tailed) . 0,000 n 30 30 performance correlation coefficient 0,857** 1,000 sig. (2-tailed) 0,000 . n 30 30 **. correlation is significant at the 0.01 level (2-tailed). the relationship between leadership …… (eka sari budihastuti; arif yusuf hamali) 87  contribution of leadership variable (x) on teachers’ performance variable (y), determined by the formula of coefficient of determination (cd) is as follows: cd = r2 x 100% = (0,857)2 x 100% = 73,44% based on calculations, with a value of 73,44% it means that this research shows leadership to give effect onteachers’ performance at state vocational high school "x" bandung about 73,44% while the remaining 26,56% is influenced by other factors that are not examined in this research. the significant relationship between leadership and teachers’ performance proves that the existing theories and previous research with the same discussion, and it justifies the research hypothesis that proposed by the researcher namely there is the relationship between leadership and teachers’ performance state vocational high school "x" bandung. based on this research, the better the leadership role and function that run, the better the teachers’ performance as the educator in state vocational high school "x" bandung. conclusions according to the results and discussion, it can be concluded that there is a correlation between leadership and teachers’ performance at state vocational high school "x" bandung significantly with correlation coefficient r = 0,857. based on the criteria of pearson product moment correlation with the value of r = 0,857 then this relationship is in very strong relationship. from coefficient of determination (cd) it is obtained r2 = 0,7344; which means in this research, leadership gives a significant effect on teachers’ performance about 73,44%, while the remaining 26,56% is influenced by other factors that are not examined in this research. suggestions that can be given to the management of state vocational high school "x" bandung as follows: first, the incumbent leader in state vocational high school "x" bandung should continue to enhance the leadership role and function by providing the vision and mission in the form of a clear work program, that can be understood and implemented by teachers to promote the school jointly. second, the incumbent leader should conduct two-ways communication with teachers, and willing to provide guidance and work direction to teachers as subordinates. third, the incumbent leader should also continually strive to create a spirit of teamwork for altogether progress in leading a work meeting event at school. the teachers’ performance at state vocational high school "x" bandung also need to be increased in order to achieve organizational goals. steps that can be done by school leader for improving teachers’ performance are to provide guidance and work direction intensively to teachers in order to timely in completing the job. the incumbent leader should also facilitate the teachers to be participated in the training activities and national seminars, to increase the knowledge of teachers in the field of work, so that teachers can beartheir creativity in providing the material in class and always empower emotional and spiritual intelligence in performing the duty as an educator at school. the supervision of school leader should be further enhanced to grow up teachers’awareness in obeying the rules of time to work and time to go home. considering the result of this research shows that leadership affects teachers’ performance about 73,44% while the remaining 26,56% is affected by other factors not examined in this research, then for the future researchers, they can do a research by adding different free variable (x) like supervision, work discipline, or compensation. 88 journal the winners, vol. 17 no. 2, september 2016: 77-89 references abbas, q., & yaqoob, s. 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(2010). pengaruh kepemimpinan dan disiplin kerja camat terhadap kinerja pegawai pada kantor kecamatan bukit intan kota pangkalpinang (masters’s thesis). retrieved from repository.ut.ac.id (tapm ut no. 40529). microsoft word 06_ita marza_balance scorecard.doc pengukuran kinerja dengan balanced scorecard (ita mariza) 127 pengukuran kinerja dengan balanced scorecard ita mariza1 abstract performance of the company influenced by two factors, internal factors (controllable factors) and external factors (uncontrollable factors). from the internal factors itself consist of two parts, from managerial skills and financial side. the external factors are politic condition, economics condition, culture, social, etc. to survive in the market the company have to have the competitive advantage, it can be mangerial skills or financial side. so, to improve our ability or advantage or strength, we have to know first the performance of the current condition. there are four perspective in the balanced scorecard to measure the performance, financial perspective, customers perspective, internal business, and learning and growth. in this article, will be discuss about the controllable factors only and with balanced scorecard to measure the performance of the company. keywords: performance, measurement, balanced scorecards abstrak pengukuran kinerja sebuah perusahaan dipengaruhi oleh dua faktor, yaitu faktor internal (faktor yang dapat dikontrol) dan faktor eksternal (faktor yang tidak dapat dikontrol). faktor internal terdiri dari dua bagian, yaitu kemampuan manajerial dan finansial. faktor eksternal antara lain, kondisi politik, ekonomi, budaya, sosial, dan lain sebagainya. untuk dapat bertahan dalam dunia bisnis, sebuah perusahaan harus memiliki keuntungan kompetitif yang dapat berupa kemampuan manajerial atau finansial. jadi, untuk meningkatkankan kemampuan atau keuntungan atau kekuatan, harus diketahui pengukuran kinerja kondisi sekarang. terdapat empat perspektif dalam balance scorecards to mengukur kinerja, perspektif finansial, perspektif pelanggan, bisnis internal, dan pembelajaran dan pertumbuhan. kata kunci: pengukuran kinerja, balanced scorecards 1 staf pengajar universitas pelita harapan & jurusan manajemen, fakultas ekonomi, ubinus, jakarta journal the winners, vol. 4 no. 2, september 2003: 127-137 128 pendahuluan untuk mengevaluasi performance atau kinerja suatu perusahaan, baik untuk perusahaan manufaktur maupun perusahaan jasa dapat dilihat dari internal dan eksternal perusahaan. beberapa faktor eksternal yang mempengaruhi perkembangan perusahaan antara lain perkembangan politik, ekonomi makro, faktor sosial, budaya, dan kebijakan pemerintah. faktor internal yang mempengaruhi perkembangan perusahaan adalah dari aspek finansial atau dari aspek manajerial skill. dalam artikel ini hanya akan disajikan mengenai penilaian kinerja dilihat dari faktor internal perusahaan. untuk mengetahui konsisi internal dapat digunakan metode yang disebut dengan balanced scorecard. dalam metode balanced scorecard, penilaian kinerja didasarkan pada empat aspek, yaitu aspek keuangan (financial performance), aspek kepuasan konsumen (custumer satisfaction), aspek bisnis internal (internal business proses), dan aspek pembelajaran dan pertumbuhan (learning and growth aspect). dari setiap yang aspek yang ada dalam balanced scorecard dapat diketahui seberapa baik konsisi keuangan perusahaan, seberapa besar tingkat kepuasan pelanggan, seberapa baik proses perkembangan usaha perusahaan sesuai dengan visi dan misinya, dan seberapa besar tingkat kepuasan orang-orang yang terlibat dalam perusahaan. dengan berdasarkan penilaian tersebut maka perusahaan akan mengetahui kelebihan dan kekurangan perkembangan usahanya. dengan adanya beberapa masukan tersebut, dapat digunakan sebagai bahan pertimbangan dalam pengambilan keputusan untuk memperbaiki kondisi perusahaan, penetapan kebijakan baru yang lebih baik, dan tererencana. dalam artikel ini juga dibahas mengenai kerangka kerja balanced scorecard, strategi dan pengukuran kinerja, empat perspektif dalam balanced scorecard, strategi dalam mengaplikasikan balance scorecard, hubungan sebab akibat antar perspektif balanced scorecard, kunci sukses faktor, serta aplikasinya dalam bisnis. pembahasan balanced scorecard pengertian balanced scorecard terdapat beberapa pengertian balanced scorecard yang disampaikan oleh para ahli sebagai berikut. 1. hansen and mowen balance scorecard (strategic-based responsibility accounting system) is a responsibility accounting system objectives and measures for four different perspective: the financial perpective, the customer perspective, the process perspective, and the learning and growth (infrastructure) perspective. 2. hilton, maher, dan selto pengukuran kinerja dengan balanced scorecard (ita mariza) 129 balanced scorecard is causal model of lead and lag indicators of performance that demonstrate how changes in one operation cause are balanced by changes in others. 3. morse, davis, dan hartgraves balanced scorecard is a performance measuresement system that include financial and operational measures which are relatef to the organizational goals. the basic premise is to establish a set of indicators that can be used to monitor performance progress and then compare the goals that are setablished with the results. 4. edward j. blocker, kung a chen & thomas w. lin balanced scorecard is an accounting report that include the firm critical success factors in four area bellows. a. financial performance b. customer satisfaction c. internal business process d. innovation and learning dari keempat ahli tersebut dapat diambil satu simpulan bahwa pengertian balanced scorecard adalah suatu laporan akuntansi yang meliputi empat sukses faktor, yaitu keuangan, konsumen, internal perusahaan, dan adanya inovasi serta pembelajaran yang dilakukan oleh perusahaan. diharapkan dengan pengaplikasian system balanced scorecard itu akan diperoleh suatu hasil kinerja yang lebih baik. karakteristik balanced scorecard balanced scorecard merupakan suatu sistem manajemen strategik atau lebih tepat dinamakan suatu “strategic based responsibility accounting system” yang menjabarkan misi dan strategi suatu organisasi kedalam tujuan operasional dan tolak ukur kinerja untuk empat perspektif yang berbeda, yaitu perspektif keuangan (financial perspektif), perspektif pelanggan (customer perspektif ), perspektif proses usaha internal (internal business process perpective), dan perspektif pembelajaran dan pertumbuhan (learning and growth (infrastructure) perspective). dalam pendekatan balanced scorecard, penekanan adalah pada perbaikan yang berkesinambungan (continuous improvement) bukan hanya mencapai tujuan khusus seperti laba sekian milyar rupiah. apabila suatu organisasi tidak melakukan perbaikan yang berkesinambungan, organisasi tersebut mungkin akan kalah bersaing. tolak ukur yang digunakan dalam balanced scorecard yang terdiri dari 4 kelompok di atas dapat digambarkan sebagai berikut. journal the winners, vol. 4 no. 2, september 2003: 127-137 130 gambar 1 balanced scorecard memberikan suatu kerangka kerja untuk menjabarkan strategi ke dalam istilah operasional gambar 2 dari strategi ke pengukuran kinerja, balanced scorecard pengukuran kinerja dengan balanced scorecard (ita mariza) 131 manajer harus secara hati-hati memilih tolak ukur kinerja untuk balanced scorecard perusahaan. pertama, tolak ukur kinerja harus konsisten dengan strategi perusahaan. kedua, scorecard seharusnya tidak mempunyai terlalu banyak tolak ukur kinerja. apabila organisasi secara keseluruhan mempunyai balanced sorecard secara menyeluruh, setiap individual yang bertanggung jawab akan memiliki scorecard pribadinya masing-masing juga. scorecard ini akan terdiri dari hal-hal yang individual yang dapat secara pribadi mempengaruhi secara langsung terhadap tolok ukur kinerja pada balanced scorecard secara keseluruhan. mengembangkan suatu balanced scorecard mencakup proses secara khusus mendesain suatu sistem pengukuran manajemen strategik. prosesnya dimulai dengan melakukan penilaian pendahuluan dari strategi usaha secara keseluruhan dengan fokus pada integrasi proses ekonomi secara keseluruhan. setelah proses, tujuan, dan sasaran secara keseluruhan diidentifikasi, tolak ukur yang dipercaya paling baik mengandung esensi kemajuan organisasi terhadap tujuan dan sasaran harus dipilih. empat perspektif balanced scorecard empat perspektif yang disampaikan di atas dibahas sebagai berikut. 1. perspektif pelanggan perspektif pelanggan difokuskan pada bagaimana organisasi memperhatikan pelanggannya agar berhasil. mengetahui pelanggan dan harapan mereka tidaklah cukup. suatu organisasi juga harus memberikan insetif kepada manajer dan karyawan yang dapat memenuhi harapan pelanggan. bill mariot mengatakan “take care of your employee and they take care of your customer”. perusahaan antara lain menggunakan tolok ukur kinerja berikut, pada waktu mempertimbangkan perspektif pelanggan. 1. kepuasan pelanggan (customer satisfaction); 2. retensi pelanggan (customer retention); 3. pangsa pasar (market share); dan 4. kemampulabaan pelanggan. tolok ukur kepuasan pelangan menunjukan apakah perusahaan memenuhi harapan pelanggan atau bahkan meyenangkannya. tolok ukur retensi atau loyalitas pelanggan menunjukkan bagaimana baiknya perusahaan berusaha mempertahankan pelanggannya. 2. perspektif pembelajaran dan pertumbuhan untuk tujuan insentif, perspektif pembelajaran dan pertumbuhan memfokuskan pada kemampuan manusia. tolok ukur kunci untuk menilai kinerja manajer adalah kepuasan karyawan, retensi karyawan, dan produktivitas karyawan. kepuasan karyawan mengakui bahwa moral karyawan adalah penting untuk memperbaiki produktivitas, mutu, kepuasan pelanggan, dan ketanggapan terhadap situasi. retensi karyawan mangakui bahwa karyawan mengembangkan modal intelektual khusus organisasi dan merupakan aktiva nonkeuangan yang bernilai bagi perusahaan. produktivitas karyawan mengakui pentingnya keluaran per karyawan, keluaran dapat diukur dalam arti tolak journal the winners, vol. 4 no. 2, september 2003: 127-137 132 ukur fisik seperti halaman yang diproduksi, atau dalam tolak ukur keuangan, seperti pendapatan per karyawan, laba per karyawan. 3. perspektif kuangan balanced scorecard menggunakan tolak ukur kinerja keuangan, seperti laba bersih dan roi (return on investment) karena tolak ukur tersebut secara umum digunakan dalam organisasi yang mencari laba. tolak ukur keuangan memberikan bahasa umum untuk menganalisis dan membandingkan perusahaan. tolak ukur keuangan adalah penting. akan tetapi, tidak cukup mengarahkan kinerja dalam menciptakan nilai (value). tolak ukur nonkeuangan juga tidak memadai untuk menyatakan angka paling bawah (bottom line). balanced scorecard, mencari suatu keseimbangan dari tolak ukur kinerja yang multiple—baik keuangan maupun nonkeuangan untuk mengarahkan kinerja organisasional terhadap keberhasilan. 4. perspektif usaha internal dan proses produksi karyawan yang melakukan pekerjaan merupakan sumber ide baru yang terbaik untuk proses usaha yang lebih baik. hubungan pemasok adalah kritikal untuk keberhasilan, khususnya dalam usaha eceran dan perakitan manufakturing. perusahaan dapat berhenti berproduksi apabila terjadi masalah dengan pemasok. pelanggan menilai barang dan jasa yang diterima dapat diandalkan dan tepat waktunya. pemasok dapat memuaskan pelanggan apabila mereka memegang jumlah persediaan yang banyak untuk menyakinkan bahwa barang-barang tersedia di tangan. untuk menghindari persediaan yang berlebihan, alternatif yang mungkin adalah membuat pemasok mengurangi throughput time. throughput time adalah total waktu dari waktu pesanan yang diterima oleh perusahaan sampai dengan pelanggan menerima produk tersebut. memperpendek throughput time dapat berguna apabila pelanggan menginginkan barang dan jasa segera mungkin. strategi dalam mengaplikasikan bsc proses penjabaran strategi dapat digambarkan sebagai berikut. pengukuran kinerja dengan balanced scorecard (ita mariza) 133 gambar 3 proses penjabaran strategi sebagai contoh, sebuah perusahaan mungkin menspesifikasi suatu tujuan (objective) meningkatkan pendapatan dengan memperkenalkan produk baru. tolok ukur kinerja (performance measure) mungkin adalah persentase pendapatan penjualan dari penjualan produk baru. target atau standar untuk tahun yang akan datang untuk tolok ukur mungkin 20%, yaitu 20% dari total pendapatan untuk tahun yang akan datang harus berasal dari penjualan produk baru. initiatives mendeskripsikan bagaimana hal itu dicapai. istilah “bagaimana” tentunya mencakup ketiga perspektif yang lain. perusahaan yang lain harus mengindentifikasikan segmen pelanggan, proses internal, dan kapabilitas individual dan organisasional yang memungkinkan realisasi tujuan pertumbuhan pendapatan. hal itu menunjukan fakta bahwa tujuan finansial berfungsi sebagai fokus untuk tujuan, tolok ukur, dan initiatives dan ketiga perspektif yang lain. strategi menspesifikasi hubungan keinginan manajemen diantara keempat perspektif. penjabaran strategi (strategy translation) berarti menspesifikasi tujuan (objectives), tolok ukur vision and strategy financial customer process infrastructure objective measures targets initiatives journal the winners, vol. 4 no. 2, september 2003: 127-137 134 (measures), target, initiatives untuk setiap perspektif. hubungan sebab akibat keempat perspektif balanced scorecard dapat dilihat pada gambar berikut ini. financial customer process infrastructure gambar 4 hubungan sebab akibat empat perspektif hubungan sebab akibat empat perspektif bsc increase sales increase profits increase market share increase customers redesign products reduce defective units quality traning pengukuran kinerja dengan balanced scorecard (ita mariza) 135 gambar 5 hubungan sebab akibat empat perspektif bsc key success factor faktor keberhasilan kritikal faktor keberhasilan kritikal merupakan tolok ukur aspek kinerja perusahaan yang penting terhadap keunggulan kompetitifnya dan sebab itu terhadap keberhasilan. sistem manajemen biaya strategik mengembangkan informasi strategik yang memasukan informasi yang bersifat keuangan maupun nonkeuangan. di masa lalu, perusahaan cenderung berfokus terutama pada ukuran kinerja keuangan, seperti pertumbuhan penjualan dan laba, aliran kas, dan nilai persedian. sebaliknya, perusahaan dalam lingkungan bisnis yang kontemporer menggunakan manajemen strategik untuk memfokuskan terutama pada ukuran operasional yang bersifat nonkeuangan, seperti pangsa pasar, mutu produk, kepuasan pelanggan, dan peluang pertumbuhan. ukuran keuangan menunjukan dampak kebijakan dan prosedur perusahaan pada posisi keuangan perusahaan jangka pendek. oleh karena itu, juga memberikan pengembalian (return) jangka pendek bagi pemegang saham. sebaliknya, faktor yang bersifat nonkeuangan menunjukan posisi kompetitif perusahaan untuk saat ini dan masa yang akan datang yang merupakan ukuran yang dipandang dari tiga sudut pandang journal the winners, vol. 4 no. 2, september 2003: 127-137 136 (a) pelanggan; (b) proses bisnis internal; dan (c) inovasi dan pembelajaran, misalnya sumber daya manusia. ukuran strategik yang bersifat keuangan dan nonkeuangan, biasanya disebut dengan kunci keberhasilan kritikal. balanced scorecard merupakan rencana tindakan yang merupakan dasar untuk mengimplementasikan strategi yang ditunjukkan oleh critical success factors (csfs). setiap kelompok csfs dalam balanced scorecard meringkas kinerja perusahaan secara keseluruhan untuk tujuan strategiknya seperti tampak sebagai berikut. gambar 6 balanced scorecard memberikan rencana tindakan untuk pencapaian keberhasilan kompetitif dengan cara memfokuskan perhatian pada csfs pada empat bidang kunci balanced scorecard merupakan ukuran yang kompetitif jika memasukan semua csfs yang memberikan kontribusi terhadap keberhasilan kompetitif. oleh karena itu, balanced scorecard membantu manajer untuk memfokuskan pada csfs perusahaan dan mengurang pandangan yang hanya memperhatikan laba yang seringkali ditemukan dalam laporan akuntansi yang hanya didasarkan ada hasil keuangan saja. balanced scorecard juga memnberikan pandangan ke depan jika csfs yang bersifat non keuangan, seperti mutu dan ukuran pelayanan jasa, yang dicapai memberikan manfaat yang baik di masa yang akan datang. implementasi balanced scorecard tahap dalam implementasi balanced sscorecard sebagai berikut. 1. management must define the organization’s primary objectives. 2. the organization must understand how stakeholders and processes contribute to its primary objectives. pengukuran kinerja dengan balanced scorecard (ita mariza) 137 3. the organization must develop a set of secondary objectives that are the drives of performance on primary objectives. 4. the organization must develop a set of measures to monitor performance on both primary and secondary objectives. 5. the organization must develop a set of processes, along with their attendant implicit and explicit contracts with stakeholders, to achieve those primary objectives. 6. the organization must make specific and, therefore, public statements about its beliefs concerning how processes create results. penutup dari uraian tersebut dapat disimpulkan bahwa penilaian menggunakan balanced scorecard sangat mempermudah perusahaan untuk dapat mengetahui kelebihan dan kekurangan yang dimiliki oleh suatu perusahaan. bagi perusahaan, tidak sederhana dan mudah untuk mengaplikasikan konsep balanced scoredcard dalam perusahaannya. diperlukan kesiapan dari pihak pengelola atau manajemen yang cukup matang dan terencana. untuk mencapai visi dan misi perusahan menggunakan strategi yang ada, diperlukan adanya komitmen manajemen dalam mengaplikasikannya. sebenarnya, adanya komitmen harus dibangun di atas pondasi yang kuat diantara pemilik, pengelola, dan atau pelaksana. kesesuaian visi, misi sehingga tercipta kesesuaian tujuan (goal congruence) diantara pelaku usaha sangat besar pengaruhnya dalam mencapai tujuan perusahaan secara keseluruhan. setelah diketahuinya kondisi keuangan, tingkat kepuasan konsumen, internal business process, dan learning and growth diharapkan akan semakin mendorong pengelola perusahaan untuk meningkatkan pertumbuhan perusahaan secara keseluruhan. daftar pustaka abernstein, leopold. 1998. financial statement analysis: theory application and interpretation. 4th ed. illionis: richard d irwin inc. antony, robert n. and vijay govidarajan. 2003. management control system. 10th ed. boston irwin: mcgrow-hill. marciello, joseph and calvin j.kirby. 1998. management control system: using, adaptive system to attain control. 2nd ed. englewwod cliffs, new jersey: prentice hall inc. piarce ii, john a and richard b robinson. 1997. strategic management: formulation, implementation, and control. 6th ed. microsoft word 04_karyono_fraud auditing.doc journal the winners, vol. 3 no. 2, september 2002: 150-160 150 fraud auditing karyono1 abstract indonesia is recognized as one of the most corrupting countries in the world. that can be seen by the facts that there are so many corruption cases handled by prosecutor and police departments but no one case has been solved properly. laws and regulations have been created, controlling, and investigating institutions have been established and maintained but those still cannot touch the corruptors and put them behind bars. public expects that accountants can improve their professional competences in detecting fraud. this article will overview about fraud auditing, condition causing fraud, characteristics and types of fraud, and the responsibility of auditor in detecting fraud. keyword: fraud auditing abstrak indonesia dikenal sebagai salah satu negara yang paling korup di dunia. hal itu terlihat dari banyaknya kasus korupsi yang ditangani oleh penuntut dan kepolisian tetapi kasus tersebut banyak yang tidak terselesaikan. hukum dan peraturan telah dibuat, lembaga pengawasan dan investigasi telah didirikan tetapi hal tersebut tetap tidak dapat menangkap dan memasukkan para koruptor ke penjara. masyarakat berharap akuntan dapat meningkatkan kompetensi profesional mereka dalam mendeteksi penipuan. artikel membahas penipuan audit, kondisi penyebab terjadinya penipuan, karakteristik dan tipe penipuan, dan tanggung jawab para auditor dalam mendeteksi penipuan. kata kunci: penipuan audit 1 staf pengajar stan & fakultas ekonomi ubinus, jakarta fraud auditing (karyono) 151 pendahuluan pada saat ini, fenomena korupsi di indonesia menjadi semakin parah. hal itu tampak dari fakta mengenai banyaknya kasus korupsi dan tindak lanjut yang ditangani oleh kejaksaan agung serta bagaimana persepsi masyarakat indonesia maupun internasional mengenai korupsi di indonesia. pendapat bahwa korupsi telah menjadi suatu penyakit yang sangat parah telah banyak dikemukakan oleh para pakar/pengamat ekonomi dan politik serta para tokoh masyarakat melalui media masa dan forum lainnya. pendapat lain bahkan menyatakan bahwa korupsi di indonesia sudah menjadi suatu sistem yang menyatu dengan penyelenggaraan pemerintah. sementara itu, di sisi lain, komitmen politik nasional untuk memberantas korupsi, kolusi, dan nepotisme (kkn) tampak dari berbagai ketetapan dan peraturan baik dari lembaga tertinggi/tinggi negara maupun dari penyelenggaraan pemerintah di semua lini. komitmen politik mpr tertuang dalam tap mpr no. x/mpr/1998 dan tap mpr no. xi/mpr/1998. berbagai kelompok dan lapisan masyarakat reformasi juga menyerukan aspirasinya untuk segera dilaksanakan pemberantasan kkn. komitmen politik dan seruan berbagai kelompok masyarakat tersebut perlu mendapat perhatian yang sungguh-sungguh dari pemerintah. di samping itu, hal itu juga merupakan tantangan sekaligus peluang bagi auditor di negeri ini untuk meningkatkan perannya di masyarakat. hasil pengkajian secara komprehensif yang dilakukan oleh badan pengawasan keuangan dan pembangunan (bpkp) dan dituangkan dalam buku strategi pemberantasan korupsi nasional menyimpulkan bahwa salah satu sebab kegagalan pemberantasan korupsi di indonesia adalah lemahnya aparat pemerintah yang menangani korupsi, utamanya dalam bidang moral dan etika profesi, di samping banyaknya kondisi yang mendorong orang untuk menjadi korup. pembahasan kondisi penyebab terjadinya fraud secara teoritis terdapat 2 (dua) kondisi pokok yang menjadi penyebab seseorang melakukan tindak perbuatan fraud/korupsi yaitu; kondisi lingkungan individu dan faktor internal organisasi. i. kondisi lingkungan individu lingkungan individu merupakan salah satu faktor yang berpengaruh kuat terhadap kemungkinan terjadinya fraud/korupsi. penelitian menunjukkan bahwa fraud/korupsi terjadi sebagai akibat kombinasi antara tekanan yang dialami individu (seseorang) dengan lingkungan yang memungkinkan seseorang atau kelompok untuk melakukan kecurangan. 1. keadaan dan sifat/karakter individu/seseorang yang mempengaruhinya untuk melakukan fraud/korupsi antara lain sebagai berikut. a. sifat tamak dan ingin mengejar kemewahan; journal the winners, vol. 3 no. 2, september 2002: 150-160 152 b. moral yang kurang kuat dalam menghadapi godaan; c. penghasilan yang kurang mencukupi untuk memenuhi kebutuhan hidup; d. adanya kebutuhan yang mendesak yang tidak dapat diatasi dengan usaha/penghasilan normal; e. malas atau tidak mau bekerja keras; f. ajaran agama yang tidak (kurang) diterapkan secara benar. 2. kondisi lingkungan organisasi/perusahaan tempatnya bekerja dalam mempengaruhi seseorang untuk melakukan fraud/korupsi antara lain sebagai berikut. a. kurang adanya teladan dari pimpinan; b. tidak adanya kultur organisasi yang baik; c. sistem akuntabilitas yang kurang memadai; d. kelemahan sistem pengendalian manajemen; e. adanya kecenderungan dari manajemen untuk menutupi korupsi yang terjadi di dalam organisasinya. 3. kondisi lingkungan masyarakat tempat individu dan organisasi berada dalam mempengaruhi seseorang untuk melakukan fraud/korupsi antara lain sebagai berikut. a. nilai yang berlaku di masyarakat yang ternyata kondusif untuk terjadinya korupsi (anggapan korupsi sebagai sesuatu yang sudah lumrah/wajar terjadi karena berbagai alas an seperti gaji yang kecil). b. budaya yang menilai keberhasilan seseorang dari tingkat materi (kekayaan) yang dimilikinya. c. kurangnya kesadaran masyarakat akan kerugian yang harus ditanggungnya akibat dari praktek fraud/korupsi yang terjadi (di lingkungan pemerintahan atau bumn/d). d. kurangnya kesadaran masyarakat akan perannya dalam mencegah dan memberantas korupsi bahkan justru menjadi pendorong terjadinya fraud/korupsi. e. generasi muda indonesia dihadapkan dengan praktek korupsi sejak lahir. 4. pengaruh peraturan perundang-undangan terhadap praktek fraud/ korupsi terjadi karena hal berikut. a. adanya peraturan perundang-undangan monopolistik. b. kualitas peraturan perundang-undangan kurang memadai. c. peraturan kurang disosialisasikan. d. sanksi atas pelanggaran aturan terlalu ringan. e. adanya peraturan yang tumpang tindih. f. pembuat aturan dapat disuap. g. ketidakkonsistenan dalam penegakan hokum dan peraturan perundangan yang ada. ii. faktor intern organisasi/perusahaan beberapa faktor intern perusahaan yang dapat menciptakan peluang terjadinya fraud/korupsi antara lain sebagai berikut. 1. kelemahan sistem pengendalian manajemen a. manajemen tidak menekankan pentingnya peran sistem pengendalian manajemen. b. manajemen tidak menindak pelaku fraud. c. manajemen tidak mengambil sikap terhadap adanya conflict of interest. d. manajemen kurang peduli pada masalah keuangan yang dihadapi karyawan. e. manajemen kurang memperhatikan kesejahteraan karyawan. f. para eksekutif menunjukkan sikap hidup mewah. g. internal auditor tidak mempunyai kewenangan untuk menyelidiki kegiatan para eksekutif, fraud auditing (karyono) 153 terutama menyangkut pengeluaran yang sangat besar. h. manajemen sendiri aktif melakukan fraud. 2. gaji/pendapat yang diberikan perusahaan tidak cukup kompetitif dibandingkan dengan gaji di perusahaan lain yang sejenis. 3. industri yang cenderung korup. a. patut diduga bahwa rekanan pemerintah hidup dalam industri yang memiliki kecenderungan korup. b. sulit melakukan pekerjaan dengan pemerintah tanpa melakukan kolusi, korupsi, dan nepotisme. 4. indikasi lain yang juga mendorong fraud/korupsi, yaitu kelemahan dalam prosedur penerimaan pegawai sehingga calon pegawai yang mempunyai integritas dan kualitas rendahpun tetap diterima menjadi pegawai. iii. gone theory gone theory yang dikemukakan oleh jack bologne menjelaskan bahwa faktor yang menyebabkan terjadinya kecurangan meliputi hal berikut. 1. greedy (keserakahan) 2. opportunities (kesempatan) 3. needs (kebutuhan) 4. exposure (pengungkapan) greedy berkaitan dengan adanya prilaku serakah yang secara potensial ada dalam diri setiap orang. opportunities berkaitan dengan keadaan organisasi atau instansi atau lingkungan masyarakat yang sedemikian rupa sehingga membuka kesempatan bagi seseorang untuk melakukan kecurangan. need berkaitan dengan kebutuhan seseorang/individu untuk dapat hidup secara wajar atau yang diinginkan. expossure berkaitan dengan tindakan atau konsekuensi yang akan dihadapi oleh seseorng apabila ditemukan melakukan fraud/korupsi. penggolongan fraud fraud adalah suatu perbuatan melawan atau melanggar hukum yang dilakukan oleh orang dari dalam atau dari luar organisasi, dengan maksud untuk memperkaya atau mendapatkan keuntungan diri sendiri, orang lain, atau badan hukum lain yang secara langsung atau tidak langsung merugikan pihak lain. fraud dapat digolongkan menurut korbannya, menurut pelakunya, dan menurut akibat hukumnya. i. ditinjau dari korbannya, fraud dapat dibedakan antara fraud yang mengakibatkan kerugian di dalam entitas organisasi dan yang mengakibatkan kerugian pihak lain. 1. fraud yang mengakibatkan kerugian di dalam organisasi dapat dilakukan oleh orang dalam atau luar organisasi misalnya sebagai berikut. a. kecurangan yang dilakukan oleh rekanan atau pemasok dengan cara mengirim barang kurang dari yang seharusnya, atau merendahkan kualitas barang yang dikirim, atau melakukan penagihan ganda. b. manipulasi dengan menciptakan piutang fiktif atau meninggikan jumlahnya yang kemudian diperoleh keuntungan pada pembayaran piutang tersebut. c. manipulasi dengan meninggikan biaya. journal the winners, vol. 3 no. 2, september 2002: 150-160 154 2. fraud yang mengakibatkan kerugian pihak lain, misalnya berikut ini. a. meninggikan nilai asset atau laba perusahaan pada laporan keuangan sehingga merugikan pemegang saham atau kreditur. b. meninggikan (mark up) nilai kontrak sehingga merugikan pemberian kerja. c. memperkecil pendapatan atau meninggikan biaya agar laba perusahaan lebih kecil dari yang seharusnya sehingga merugikan negara berupa berkurangnya penerimaan pajak. d. melaporkan penjualan eksport yang sebenarnya tidak dilakukan (ekksport fiktif) agar ppn masukan lebih kecil dibandingkan ppn keluarannya sehingga dapat merestitusi pajak yang merugikan negara. ii. ditinjau dari segi pelaku fraud dapat digolongkan sebagai berikut. 1. kecurangan manajemen yang biasa disebut kejahatan kerah putih (white collar crime), yaitu kejahatan yang dilakukan oleh orang penting atau orang yang status sosialnya tinggi dan dilakukan dalam rangka pekerjaannya. kejahatan kerah putih melibatkan suatu pelangaran tugas, kewajiban, dan tanggung jawab dengan cara melakukan tindakan/perbuatan atau menghilangkan dengan tersamar atau dengan jelas dalam suatu kecurangan yang disengaja, pencurian, atau penyelewengan dari suatu harta yang dipercayakan kepadanya. 2. kecurangan karyawan, yakni tindakan tidak jujur yang dilakukan karyawan yang berkaitan dengan kerugian dari entitas organisasinya meskipun manajemen telah menetapkan langkah pencegahan. 3. kecurangan dari luar organisasi, yaitu yang dilakukan oleh pemasok, leveransir kontraktor, dan sebagainya sehubungan dengan penyerahan pekerjaan, barang, atau jasa yang merugikan penerimaannya. 4. kecurangan yang melibatkan orang luar dan orang dalam organisasi melalui kerja sama yang tidak sehat (kolusi). iii. ditinjau dari akibat hukum yang ditimbulkan sebagai berikut. 1. merupakan tindak pidana khusus (dahulu uu no.3 tahun 1971, sekarang uu no.31 tahun 1999). 2. merupakan tindak pidana umum (diatur dalam kitab undang-undang hukum pidana). 3. merupakan kasus perdata (unsur melanggar hukum diatur dalam pasal 1365 kitab undang-undang hukum perdata). tanggung jawab auditor untuk mendeteksi fraud auditor, baik auditor independen maupun auditor intern mempunyai tanggung jawaab untuk mendeteksi fraud. menurut robert k. eliot dan john j. willingham dalam bukunya perspective in auditing menyatakan dalam terjemahan bebas bahwa “...tanggung jawab auditor untuk mendeteksi fraud merupakan tanggung jawab profesi dan tanggung jawab terhadap peraturan perundang-undangan yang berlaku”. selanjutnya, sehubungan dengan tanggung jawab tersebut fraud, robert k. elliot dan john j. willingham menyatakan. "in order to judge the effectiveness of auditors' performance in detecting and defining management fraud, one must assess their responsibilities for detecting it. their responsibilities are the benchmarks for judging their performance. one must also consider these responsibilities in planning how to improve auditor capabilities in detecting management fraund. the social demand for improved fraud auditing (karyono) 155 detection maybe met by working within the framework of responsibilities currently defined or by changing it...” untuk dapat menentukan tingkat efektivitas kinerja auditor dalam mendeteksi dan menangkal fraud, orang harus mengukur (seberapa jauh) tangung jawab auditor dalam mendeteksi fraud. tanggung jawab itu merupakan tolok ukur dalam menilai keberhasilan (kinerja) auditor. orang juga harus mempertimbangkan tanggung jawab itu dalam perencanaan mengenai cara meningkatkan kemampuan auditor dalam mendeteksi management fraud. permintaan masyarakat mengenai pendeteksian fraud mungkin telah terpenuhi dalam kerangka kerja tanggung jawab yang saat ini berlaku atau dapat pula dilakukan perubahan atas ketentuan tersebut. standar profesional akuntan publik yang dikeluarkan oleh ikatan akuntan indonesia telah mengatur tentang tanggung jawab auditor independen dalam mendeteksi kekeliruan (error) ketidakberesan (irregularities) dan unsur pelanggaran hukum (illegal acts). namun demikian, standar tersebut tidak memberikan jaminan penuh bahwa hasil audit akan dapat mendeteksi kekeliruan, ketidakberesan, dan pelanggaran hukum, melainkan hanya mengharuskan auditor untuk menentukan risiko bahwa laporan yang diperikasanya telah bebas dari kekeliruan, ketidakberesan, dan unsur pelanggaran hukum yang yang material. untuk itu, auditor harus merancang auditnya agar dapat memberikan keyakinan memadai bahwa pendeteksi kekeliruan, ketidakberesan, dan unsur pelanggaran hukum yang material telah dilakukan. auditor menggunakan istilah ketidakberesan karena istilah manipulasi, penyelewengan, penggelapan, dan pencurian karena istilah tersebut merupakan istilah yang digunakan dalam bahasa (kewenangan) hakim. penentuan risiko salah saji laporan keuangan mengharuskan auditor memahami karakteristik kekeliruan dan kerumitan terkait, kemudian merancang prosedur audit yang cocok, serta mengevaluasi hasilnya. karakteristik kekeliruan dan ketidakberesan dimaksud sebagai berikut. 1. materialitas, yaitu dampak suatu kesalahan/kekeliruan secara individual atau secara keseluruhan cukup penting sehihngga menyebabkan pengambilan keputusan menjadi keliru/salah atau laporan keuangan menjadi tidak disajikan secara wajar. 2. tingkat keterlibatan karyawan atau manajemen.atas suatu pekerjaan. hal itu berkaitan dengan keharusan adanya proses cek dan recek atas pelaksanaan suatu pekerjaan. seorang karyawan tidak boleh melakukan pekerjaan dari a sampai z tanpa ada petugas lain atau atasan yang mengecekan hasil pekerjaannya. 3. penyembunyian. meliputi manipulasi catatan akuntansi atau merekayasa dokumen pendukung untuk menutupi suatu kenyataan bahwa catatan akuntansi tidak sesuai dengan fakta dan keadaan yang melandasinya. 4. struktur pengendalian. tidak adanya prosedur pengendalian atau adanya usaha dari manajemen untuk menghindari prosedur pengendalian yang berlaku. 5. dampak terhadap laporan keuangan. untuk memenuhi tanggung jawab pendeteksian kekeliruan dan ketidakberesan, auditor juga harus menerapkan hal berikut. 1. keseksamaan dalam perencanaan dan penilaian hasil prosedur auditnya. 2. derajat skeptisme profesional yang semestinya untuk memberikan keyakinan yang memadai bahwa kekeliruan dan ketidakberesan akan terdeteksi. skeptisme profesional tersebut journal the winners, vol. 3 no. 2, september 2002: 150-160 156 mencakup skeptisme profesional dalam perencanaan audit dan skeptisme profesional dalam pelaksanaan audit. tanggung jawab auditor untuk mendeteksi dan melaporkan adanya salah saji material atas laporan keuangan sebagai akibat adanya unsur pelanggaran hukum. pada dasarnya, sama dengan tanggung jawab auditor untuk mendeteksi kekeliruan dan ketidakberesan. dampak adanya unsur pelangaran hukum terhadap laporan keuangan dapat bersifat langsung dan tidak langsung. pelanggaran hukum dan peraturan yang lebih terkait dengan aspek operasi mempunyai dampak yang tidak langsung terhadap laporan keuangan. pelanggaran hukum karena pencurian atau penggelapan atas inventori yang ada di gudang mempunyai dampak yang langsung terhadap laporan keuangan perusahaan karena saldo inventori di neraca harus disesuaikan dengan jumlah yang sebenarnya ada (di luar jumlah yang dicuri/gelapkan). pada umumnya, semakin jauh unsur pelanggaran hukum terpisah dari kejadian dan transaksi yang dicerminkan dalam laporan keuangan, semakin kecil kemungkinan auditor menyadari atau mengenal adanya unsur pelanggaran hukum terebut. namun demikian, dalam setiap pemeriksaan yang dilakukannya, auditor harus selalu waspada terhadap adanya kemungkinan terjadinya pelanggaran hukum baik dilakukan oleh oknum karyawan maupun oleh manajemen secara sistemik. jika ditemukan adanya indikasi mengenai unsur pelanggaran hukum yang mungkin mempunyai dampak material terhadap laporan keuangan, auditor berkewajiban untuk melaksanakan prosedur audit yang dirancang secara khusus untuk meyakinkan ada/tidaknya unsur pelanggaran hukum tersebut. perlu disadari bahwa suatu audit yang dilakukan berdasarkan standar auditing yang berlaku, tidaklah menjamin bahwa unsur pelanggaran hukum dapat terdeteksi. hal itu karena standar auditing yang ditetapkan tidak meliputi prosedur audit yang dirancang khusus untuk mendeteksi unsur pelanggaran hukum. standar auditing yang ada lebih dimaksudkan sebagai acuan kriteria dalam melakukan general audit atas laporan keuangan sehubungan dengan penilaian atas kewajaran lampiran keuangan auditan atau berkaitan dengan "fairness doctrine. pertanyaan yang timbul kemudian adalah dapatkah tanggung jawab auditor untuk mendeteksi fraud ditingkatkan atau diperluas. sehubungan dengan hal itu, dr. cormichael dan john j. willingham berpendapat bahwa "here are two basic issues underlying the question of the appropriate extent of auditors’ responsibilities for fraud detection. first, how should some courts have interpreted the auditors' legal responsibility in detecting fraud more broadly than the responsibility defined by professional standard? second, should the auditor professionally be responsible to detect frauds or other illegalities immaterial to the financial statement?" ada dua isu utama yang dipertanyakan dan perlu digarisbawahi mengenai esensi yang pantas mengenai tanggung jawab auditor dalam mendeteksi fraud. pertama, bagaimana hakim/pengadilan (harus) mengintepresi tanggung jawab auditor dalam mendeteksi fraud lebih luas dari tanggung jawab menurut standar profesi. kedua, haruskah auditor secara professional bertanggung jawab untuk mendeteksi fraud atau pelanggaran hukum lain yang dampaknya tidak material terhadap laporan keuangan? fraud auditing (karyono) 157 fraud auditing 1. fraud auditing merupakan proses audit yang memfokuskan pada keanehan/keganjilan (sesuatu yang tampaknya di luar kebiasaan kemudian menlusuri dan mendalami transaksi untuk merekonstruksi bagaimana terjadinya dan apa akibat yang ditimbulkannya). dalam fraud audit, proses pengumpulan bukti audit lebih fokus pada apakah fraud memang tejadi, dan jika terjadi, maka audit mengarah pada pengumpulan bukti untuk mengetahui dan membuktikan siapa pelakunya (pejabat yang terlibat), bagaimana fraud itu terjadi (modus operandinya), dimana tempat terjadinya fraud tersebut, kapan waktu terjadinya, hukum apa yang dilanggar, berapa kerugian yang diakibatkannya, siapa yang dirugikan dan diuntungkan, serta hal lain yang berkaitan dengan bukti investigasi. 2. peran penting fraud auditor meliputi preventing fraud (mencegah fraud), detecting (mendeteksi fraud), dan investigating fraud (melakukan investigasi fraud). dalam perkembangannya, investigasi akan mengarah pada profesi tersendiri, yaitu akuntan forensik. akuntan forensik membutuhkan kombinasi keahlian seorang auditor terlatih dan penyelidik kriminal. selain itu, akuntan forensik juga harus memiliki sifat berikut. a. sifat waspada dan skeptis dalam arti kewaspadaan dan kehati-hatian terhadap setiap hal yang menunjukkan kemungkinan adanya fraud. b. kemauan yang keras untuk mencari kebenaran dan bukti pendukungnya. c. rasa ingin tahu dan suka tantangan pada hal yang tidak lazim, bertentangan dengan logika, dan apa yang diharapkan secara wajar. untuk menjadi akuntan forensik, seorang fraud auditor setidak-tidaknya harus menguasai hal berikut. a. kemampuan untuk mengidentifikasikan masalah (isu) keuangan, misalnya money laundring, transfer pricing, pembukaan perusahaan fiktif di luar negeri, pemindahan dana antarrekening bank. b. memiliki pengetahuan mengenai teknik investigasi dari yang paling dasar sampai yang rumit. c. memiliki pengetahuan tentang bukti, mencakup pula untuk kepentingan pengadilan (sebagaimana diatur dalam kuhap/hukum acara pidana). d. mampu menginterprestasikan informasi keuangan dalam arti informasi keuangan merupakan kunci untuk mengarah pada investigasi dan bukti yang diperlukan. e. mampu menginterprestasikan temuan, yaitu bila proses investigasi telah selesai, akuntan forensic dituntut untuk mampu mengungkap temuan (finding) dengan jelas, akurat, dan menyakinkan. sehubungan dengan hal tersebut di atas seorang fraud auditor yang efektif, antara lain harus mampu melakukan hal berikut. 1. menilai kekuatan dan kelemahan sistem pengendalian intern. 2. mengidentifikasikan potensi kecurangan dari kelemahan sistem pengendalian intern dan potensi kecurangan akibat kerentanan/kerawanan kelompok transaksi atau aktivitas organisasi auditan. 3. mengindentifikasikan hal yang menimbulkan tanda tanya dan transaksi istimewa. 4. memahami praktek, prosedur, dan kebijakan manajemen. 5. dapat menghitung dan menetapkan besarnya kerugian, dan menyusun laporan atas kerugian karena fraud untuk kepentingan atau tujuan penyidikan, penuntutan di pengadilan, atau kepentingan lain (misalnya untuk klaim asuransi). journal the winners, vol. 3 no. 2, september 2002: 150-160 158 6. mengikuti arus dokumen yang mendukung transaksi dan dokumen pendukung untuk transaksi yang dipertanyakan. 7. me-review dokumen yang sifatnya aneh. pendeteksian fraud 1. pendekatan dan langkah dalam fraud audit pendekatan dalam rangka investigasi fraud mencakup hal berikut. a. analisis data dan bukti. b. menyusun hipotesis. c. menguji hipotesis dengan bukti lanjutan. d. menyaring dan memperbaiki hipotesis. beberapa langkah yang perlu ditempuh untuk menguji fraud, antara lain sebagai berikut. a. penguji dokumen. b. saksi netral dari pihak ketiga. c. siapa saja yang berkomplot. d. tujuan pengungkap fraud. 2. cara mendeteksi fraud langkah penting yang perlu dilakukan auditor untuk mengetahui ada tidaknya fraud dengan jalan mendeteksi dapat digunakan beberapa teknik antara lain sebagai berikut. a. teknik mendeteksi melalui audit catatan akuntansi yang mengarah pada gejala atau kemungkinan terjadinya fraud (critical point auditing). critical point auditing dengan hal berikut. analisis trend, yaitu pola kecenderungan (konjungtur) yang terjadi dari satu periode ke periode berikutnya.. pengujian khusus, yaitu pengujiaan terhadap kegiatan yang memiliki risiko tinggi terhadap kecurangan. b. teknik mendeteksi dengan analisis kepekaan pekerjaan dengan memandang pelaku potensial (job sensitivity analysis). job sensitivity analysis dengan hal berikut. identifikasi semua posisi pekerjaan yang rawan tehadap kecurangan (metode pendekatan). identifikasi tingkat pengendalian yang dilakukan manajer. kecurangan akan mudah dilakukan kalau manajer lengah atau sibuk dengan tanggung jawab lain. dan mengabaikan tanggung jawabnya dalam melakukan pengendalian. indentifikasi gejala (symptom) yang terjadi seperti adanya kekayaan pribadi yang tidak dapat dijelaskan, pola hidup mewah, rasa tidak puas, egois, pengabaian instuksi, dan ingin dianggap penting (karakter pribadi). pengujian rinci apakah pengujian dan tindak lanjut perbaikan telah dilakukan pada kesempatan pertama atas jenis pekerjaan yang berisiko tinggi. investigasi fraud menurut ilmu kriminalistik, investigasi merupakan suatu kegiatan yang dilakukan berdasarkan ketentutan perundang-undangan yang berlaku untuk mendengarkan dan menanyai seseorang tentang suatu kejadian/peristiwa tertentu yang bersangkutan dengan masalah fraud atau masalah hukum. ciri penting investigasi fraud yang berhubungan dengan tugas auditor untuk mengungkap fraud adalah bahwa kegiatan itu selalu ditandai dengan kurangnya informasi aktual fraud auditing (karyono) 159 tentang terjadinya fraud berikut pelakunya. tiga elemen yang dapat membantu untuk mengungkap informasi tersebut sebagai berikut. 1. tempat terjadi fraud. iinvestigator memeriksa dan menginterprestasikan adanya/terjadinya fraud sehingga dapat menyimpulkan dan merekonstruksikan (dalam benaknya) suatu gambaran tentang jalannya peristiwa. 2. kemampuan auditor dalam merekonstruksi terjadinya fraud. diperlukan pengetahuan/pengalaman bagi investigator untuk menemukan kekurangan informasi. investigator yang berpengalaman akan dapat melihat indikasi mengenai adanya fraud yang pada gilirannya dapat menunjukkan perbuatan dan motivasi pelaku fraud. 3. pengetahuan dari orang yang mengetahui peristiwa fraud. informasi dari orang/pihak yang mengetahui/menyaksikan terjadinya fraud sangat penting untuk menguji kebenaran fakta yang ada. penutup simpulan fenomena korupsi di indonesia menjadi semakin parah bahkan ada anggapan bahwa korupsi sudah melekat dalam sistem dan menyatu pada penyelenggaraan pemerintahan. pemerintah sebenarnya telah mempunyai niat baik untuk memberantas korupsi di negeri dengan dilahirkannya berbagai peraturan dan perundangan serta dipertahankannya unit pengawasan dalam organisasi pemerintah, seperti bpkp, itjen, dan sebagainya. hal itu juga menjadi tantangan bagi seluruh auditor baik auditor independen maupun auditor pemerintah untuk mampu dan dapat mengungkap serta mendeteksi fraud. sekalipun secara umum, standar auditing tidak menjamin bahwa dalam setiap kegiatan pemeriksaan akan mampu menemukan adanya fraud namun tingkat efektifitas kinerja auditor dapat pula dilihat berdasarkan tolok ukur sampai seberapa jauh auditor berhasil mendeteksi fraud. untuk itu, auditor harus mengembangkan teknik dan prosedur audit yang khusus untuk mendeteksinya. teknik seperti critical poin auditing dan job sensitivity analysis merupakan beberapa teknik yang digunakan auditor dalam melaksanakan audit guna memungkinkannya untuk mendeteksi fraud. selain itu, auditor juga dituntut untuk senantiasa meningkatkan kemampuan profesionalnya mengingat tuntutan dan harapan masyarakat sudah semakin besar terhadap tanggung jawab dan hasil kerja auditor, utamanya dalam bekerja sama dengan aparat penyidik (polisi dan kejaksaan) dalam membuktikan terjadinya suatu fraud. daftar pustaka bpkp. 1999. strategi pemberantasan korupsi nasional. edisi maret. jakarta. carmichael and j.w. willinghan. persective in auditing. 4th ed. mcgraw hill book company. journal the winners, vol. 3 no. 2, september 2002: 150-160 160 iai. 1995. standar profesional akuntan publik. jogya: badan penerbit stie ykpn. sawyer, l.b. 1988. sawyer’s internal auditing: the practice of modern international auditing (revised and enlarged). florida: the institute of internal auditor, inc. microsoft word 06_piksi_netty laura_pengaruh komitmen pemberdayaan pengawasan-a2t.docx the effect of commitment …… (netty laura) 131  the effect of commitment, empowerment, controlling on discipline, and effectiveness of public work employees in indragiri hulu netty laura universitas 17 agustus 1945 jl. sunter permai raya, tj. priok, kota jakarta utara, daerah khusus ibukota jakarta 14350 nettylaura919@yahoo.com abstract the research was conducted in department of public works employee indragiri hulu. the purpose of this research was to know the influence of commitment, empowernment, and controlling towards the discipline with individual test and overall test, and to know the influence of discipline toward the effectiveness of the department of public works employee indragiri hulu. the research method applied descriptive quantitative and the population in this research were 118 employees. by using a purposive random sampling method, it has been obtained 92 respondents. data obtained with questionnaires. this research used two phase multiple regression analysis. the result of research shows that the commitment, empowernment, and contolling have been influence of significant toward the discipline. it indicates from the value of fobs> ftable at the level of α = 5% fobs= 38,261>ftable = 2,48 with probability (p) smaller than 0,05 and determination coefficient value (r2) is 56,6%. it means that 56,6% commitment, empowernment, and controlling toward the employee’s discipline. a partially (individual test) shows that the value of commitment 2,369, empowernment -0,04, controlling 7,811. this result indicates that commitment and controlling have most dominant influence on employee’s discipline, empowerment has no influence on the discipline of employee. discipline has been influence of significant toward the effectiveness (p<0,05) with tobs =3,503> ttable = 1,66298 keywords: comitment, empowernment, controling, discipline, and effectiveness abstrak penelitian ini bertujuan untuk mengetahui pengaruh komitmen, pemberdayaan, dan pengawasan terhadap kedisiplinan baik secara parsial maupun simultan, dan untuk mengetahui pengaruh kedisiplinan terhadap efektivitas kerja pegawai dinas pekerjaan umum kabupaten indragiri hulu. metode penelitian yang digunakan yaitu deskriptif kuantitatif, sedangkan populasi penelitian ini adalah para pegawai berjumlah 118 orang. dengan menggunakan metode purposive random sampling didapatkan sampel berjumlah 92 responden. sedangkan teknik pengumpulan data yang digunakan yaitu kuisioner dan wawancara. untuk menentukan besarnya pengaruh suatu variabel bebas terhadap variabel terikat digunakan model analisis regresi linear berganda dua tahap. hasil penelitian menunjukkan bahwa kemampuan, kedisiplinan, dan pelatihan memberikan pengaruh yang signifikan terhadap kinerja. signifikansi pengaruh komitmen, pemberdayaan, dan pengawasan terhadap kedisiplinan pegawai dapat ditunjukkan dari nilai fhitung > ftabel pada taraf α = 5%. dari hasil penelitian menunjukkan bahwa f hitung = 38,261 > ftabel = 2,47 dengan tingkat probabilitas (p) lebih kecil dari 0,05 dan nilai koefisien determinasi (r2) sebesar 56,6%. artinya sekitar 56,6% komitmen, pemberdayaan, dan pengawasan memberikan pengaruh terhadap kedisiplinan pegawai. uji secara parsial menunjukkan bahwa nilai t pada komitmen sebesar 2,369, pemberdayaan -0,04, pengawasan 7,811. hasil ini menunjukkan bahwa komitmen dan pengawasan mempunyai hubungan dan pengaruh. pengawasan mempunyai hubungan dan pengaruh paling dominan terhadap kedisiplinan pegawai. pemberdayaan tidak mempunyai pengaruh terhadap kedisiplinan pegawai. kedisiplinan mempunyai pengaruh yang signifikan terhadap efektivitas kerja pegawai (p<0,05) dengan nilai thitung = 3,503 > ttabel = 1,66298. kata kunci: komitmen, pemberdayaan, pengawasan, kedisiplinan, efektivitas kerja. 132   journal the winners, vol. 16 no. 2, september 2015: 131-141  introduction good governance is the most prominent issue in the management of public administration today, in line with the implementation of regional autonomy. department of public works as a part of government in indragiri hulu get heavier work. it because the officer is required to actualize public administration, which can support the continuity and integration of task and function of government, community construction, and community development. the problem is the low effectiveness of employees since 2011 to 2013. there were not any employees who achieved the expected effectiveness, 100%. in addition, in 2012, it could be seen that 80,90% became 78,13%. in 2014, it increased again to 92,76%, but it had not achieve the expected effectiveness. this phenomenon seen in the table that (os) < (oa), so in the last 3 years, it did not achieve the effectiveness. this ineffectiveness was caused by employees’ weak discipline in completing the tasks and still finding projects that were not realized, thus resulting in residual of uudp and tender. the increase in quality and effectiveness of employees as the public apparatus can be done through the discipline of employees in many ways. in department of public work, discipline cannot only be measured by the absence because the employees are technical employees who work in outside of the office. it shows that the discipline is still low. there are employees who cannot do the task, cooperate in team, and hold responsibility causing time imprecision in completing tasks. therefore, it does not match with main task and function in each division. moreover, there are employees who do not obey the rules mainly in secretariat where the employees are late and go home before the certain time. in carrying out its task, department of public work in indragiri hulu is required to have human resource who have high commitment in working. so the vision, mission and value of department of public work can be achieved as expected. in fact, there are still employees in department of public work in indragiri hulu who do not have high commitment in doing their task and responsibility. this shows that there is still a lack of the level of fidelity, responsibility, concern for the job and for the organization itself, in spite of its responsibilities are clear. based on the result of interview, the employees’ commitment is too low. this is seen when researcher did pre research that the employees were lazy in doing their tasks. they tended to complete the task if the condition was urgent. this caused the employees to be undisciplined in completing their tasks and affected to the projects. based on the phenomenon that employee empowerment is still uneven in which training activities only in dedicated in group iii that most of the employees have been aged over 40 years. and the number of employees who follow this training amounted to only 1 person. this can result in some employees feel that they don’t get the empowerment, so that they lack a contribution in each program planned. it because of the employees don’t have the abilities and skills that fit with their work field. this definitely affected the employees’effectiveness in time precision to complete their tasks. in addition to empowering employees, leaders of department of public works indragiri hulu should apply the attached surveillance (waskat), which is controlling done directly by the related superior. without controlling, there will be deviations in working. this shows that the controlling in this department is still low. incapacity to direct subordinates and lack of attention for subordinate causing the employees in department of public work to be undisciplined. this can be seen when the superior does not care about the employees who do not work. normally, the employees do not work during working hours and use their time to do other things like going out of office for personal thing. only several employees are busy, while the others are busy chatting and using their break time more than prescribed time. many employees who have not understood the essence of ethical code which is the effect of commitment …… (netty laura) 133  implemented causes the imprecision in completing tasks and functions. the controlling by a superior must be continuous. based on the explanation above and seeing the importance of commitment, empowerment and controlling in increasing employees’ discipline and effectiveness, and from initial phenomenon, the researcher is interested in doing research entitled the effect of commitment, empowerment, controlling on discipline and effectiveness of public works employees in indragiri hulu district. the problem formulation of this research are; (1) does the aspect of commitment, empowerment, and controlling altogether have significant effect on discipline?; (2) does the aspect of employee’s commitment have significant effect on discipline?; (3) does the aspect of empowerment have significant effect on discipline?; (4) does the aspect of controlling have significant effect on discipline?; (5) does the aspect of discipline have significant effect on work effectiveness? based on the problem formulation above, the goals of research are: (1) to analyze the effect of commitment, empowerment, and controlling altogether on discipline; (2) to analyze the effect of employee’s commitment on discipline; (3) to analyze the effect of empowerment on discipline; (4) to analyze the effect of controlling on discipline; (5) to analyze the effect of discipline on work effectiveness. according to problem formulated in this research, the uses of this research are: (1) theoretical use, as the contribution in form of scientific paper to support the development of knowledge especially in management of human resources related with commitment, empowerment, controlling and discipline; (2) for the leader of department of public work in indragiri hulu, as the alternative for solving the problem in increasing discipline; (3) for further research, as the reference for future research. literature review aspect of employees’ work effectiveness in human resources management according to kusdi (2009), “work effectiveness is how far an organization can achieve its target (short term) and goal (long term) which have been determined. the determination of those targets and goals reflect the strategic constituent, subjective interest of evaluator, and level of organizational development”. indicator of work effectiveness according to hasibuan (2003), “effectiveness is a condition where the employment success is perfect according to determined plan”. therefore, to guarantee successfulness in increasing employees’ work effectiveness in an organization, it needs the effect of organizational structure. the effect of organizational structure in employees’ work effectiveness can evoke; (1) quantity of work, is the volume of work produced under the normal condition. this can be seen from the tasks and conditions during working. each company always makes effort to increase employees’ effectiveness. therefore, a company always wants its employees to have high work morale; (2) quality of work, is a behaviour shown by employees in form of neatness, precision, and relevance by not neglecting the work volume in working; (3) time management, the employees must use their time efficiently, especially by coming to the office punctually and trying to complete their task well. 134   journal the winners, vol. 16 no. 2, september 2015: 131-141  aspect of discipline in human resources management discipline is adjusting a rule system with action, norm and expectation of behavior, imposed by mandatory legislation, one of the measures that help employees keep to the expected standard, and the way to help employees to improve. discipline also means the way companies can deal fairly with those who do not keep to the standards (emmet, 2008). bedjo siswanto (2005) said there are 5 indicators of discipline in working; (1) frequency of attendance is one measure to determine the level of employee discipline. if the frequency of attendance is high and vice versa, it means that employee has high discipline; (2) level of alertness, employees who are careful and precise in doing their task have high level of alertness on themselves and their task; (3) obedience of work standard, employees must obey all standards according to the rules and guidance in doing their work, so accidents do not happen and can be avoided. obedience at work regulations, intended for the convenience and smoothness in the work. work ethic is needed by employees in doing their tasks, so there can be harmony situation and mutual respect between employees. aspect of commitment in human resources management commitment is ability and willingness to align personal behavior with needs, priorities, and organizational goals. this includes the ways to develop goal or fulfill organizational need which prioritize organizational mission than personal interest. (soekidjan, 2009). quest (as cited in soekidjan, 2009) stated that concerning the organization's commitment has results: (1) high commitment of organizational members has positive correlation with high motivation and the increase in performance; (2) high commitment has positive correlation with independence and self-control; (3) high commitment has positive correlation with loyalty on organization”. high commitment correlated with no involvement of members of the collective activity that reduces the quality and quantity their contribution. aspect of empowerment in human resources management atmosoeprapto (2002) explains that empowerment of human resources through training must lead to the realization of humans who can actualize themselves, as seen in figure 1. figure 1 empowerment model (source: suwatno, junipriansa, & donni (2011)) controlling aspect in human resources management controlling is process to guarantee that organizational and management goals are achieved. controlling is an element of managerial tasks that includes measurement and corrective action the performance of the one who supervised to ensure that the objectives and instructions issued implemented efficiently and running smoothly (handoko, 2003). desire trust confident communication accountability credibility the effect of commitment …… (netty laura) 135  in conducting research, the 10 preview research were analyzed and the result can be seen in table 1. table 1 previous research no researcher title variable result 1 zubir syahputra, amri, saiful bahri (2012) pengaruh pengawasan, disiplin kerja dan kompensasi terhadap efektivitas kerja pegawai dinas pengelolaan keuangan dan kekayaan aceh provinsi aceh controlling, discipline, compensation, effectiveness from the result, it obtained that controlling, discipline, and compensation can affect effectiveness about 73,8 % and the rest 26,2 % was affected by other variables. controlling, discipline, and compensation had strong relation with employees’ effectiveness in department of finance and wealth of aceh about 85,9%. 2 haryono (2004) pengaruh pengawasan, koordinasi, disiplin kerja dan kompensasi terhadap efektivitas kerja karyawan dinas pendapatan dan investasi daerah kabupaten purbalingga. jurnal ekonomi bisnis.vol 3. no 6 controlling, coordination discipline, compensation, effectiveness controlling and discipline affected effectiveness significantly. the most dominant variable that affected effectiveness was discipline about 89,9%. 3 andri joko purnomo (2006) analisis efektivitas organisasi dinas perikanan dan kelautan kabupaten batang employees’ motivation, leadership, discipline, effectiveness correlation coefficient of independent variable (discipline) and dependent variable (organizational effectiveness) was 0,531**. then, it could be concluded that there was relation/correlation between independent variable (discipline) and dependent variable with significance level about 62,5%. 4 muslim alibar (2008) aspek-aspek yang mempengaruhi disiplin there are 8 variables that affect discipline like goal and ability, exemplary leader, remuneration, bound controlling, punishment, firmness, human relation there were 8 variables that affect discipline like goal and ability, exemplary leader, remuneration, bound controlling, punishment, firmness, human relation. simultaneously, these variables affected discipline significantly (52,1%). partially, controlling was the most dominant variable (66,9%). 5 agus hendrayady (2011) pemberdayaan aparatur pemerintah (telaah teoritis terhadap kinerja aparatur daerah) empowerment, leader, performance and responsibility empowerment of apparatus was not only a must, but was also important. this empowerment of apparatus would manifest if there were supports from leader and organization. 6 makmur (2003) “pemberdayaan aparatur pemerintah dalam masyarakat”, dalam jurnal ilmiah good governance vol. 2 no. 1, maret tahun 2003, jakarta, stia-lan empowerment, performance the main benefit of empowerment was the increase in performance and result because the society members and apparatus had responsibility. therefore, with empowerment, employees who felt empowered could increase their behavior, achievement and discipline. 7 winarty, army (2003) “pemberdayaan sumber daya aparatur dalam rangka peningkatan kinerja organisasi publik, dalam jurnal ilmiah good governance vol. 2 no. 1 empowerment, performance steps that were needed in empowerment of apparatus were: support from leader, delegation, guidance, ability of information system, organizational support, organizational performance, learning and growth need for apparatus, employees’ satisfaction, motivation. 136   journal the winners, vol. 16 no. 2, september 2015: 131-141  table 1 previous research (continued) no researcher title variable result 8 sintya augustiant , syamsuni arman , isdairi (2013) sanksi administrasi terhadap pelanggaran disiplin pegawai negeri sipil berdasarkan peraturan pemerintah nomor 53 tahun 2010 tentang disiplin pegawai negeri sipil (suatu penelitian di badan kepegawaian daerah kota pontianak) sanction, administration, discipline, civil servant the result of research found that administrative sanction handled by civil service agency of pontianak was not optimal. the causative factor was because the superior or official was not firm to give punishment. to solve the problem found, it is advised the official should have disposition like character who hold firm commitment, honesty and democracy, civil service agency must be intense in communicating with official who had authority to give punishment, civil service agency must increase the performance and resources of apparatus in baperdispeg (badan pertimbangan disiplin kepegawaian) and official who had authority to give punishment. 9 umy yoesana (2013) hubungan antara motivasi kerja dengan disiplin kerja pegawai di kantor kecamatan muara jawa kabupaten kutai kartanegara motivation, discipline, employee, obedience, rule first, high motivation in working was very needed in an organization or instance to achieve the organizational or institutional goals. second, employees in muara jawa could maintain their discipline or increase it. 10 santoso (2002) pengaruh kompensasi, pengawasan dan disiplin kerja terhadap efektivitas kerja kerja pegawai dinas kehutanan. jurnal ekonomi bisnis . vol 6. no 2 compensation, controlling, discipline, effectiveness variable of controlling, discipline, and compensation had tight relation with the effectiveness in the department of forestry management. the result also proved that good controlling, discipline, and compensation had significant effect on employees simultaneously or partially. method population and sample in this research, the author will ask all employees in the department of public work in rengat that are about 118 people. the sample measurement in this research can be determined by using slovin’s formula in umar (2000), which is: 21 ne n n + = (1) with 118 people and tolerance about 5%, the amount of sample taken is: 21 ne n n + = = . = , = 91,11= 92 the effect of commitment …… (netty laura) 137  sample obtained by using slovin’s formula is 91,11 which is rounded to 92 people, as seen in table 2. the technique to collect the sample is purposive random sampling with the formula: ni= n (2) table 2 the sample proportion in department of public work no division population (person) sample proportion (person) 1 secretary and technical unit 45 ni = 45 x 92 = 35 118 2 spatial planning, development engineering and construction services 15 ni = 15 x 92 = 12 118 3 water resources 14 ni = 14 x 92 = 11 118 4 regional offices 23 ni = 23 x 92 = 18 118 5 general of human settlements 21 ni = 21 x 92 = 16 118 total 118 92 (source: processed primary data, 2014) data that is needed in this research consists of: (1) primary data, obtained from interview and questionnaire; (2) secondary data, obtained from the source indirectly, through documents or notes. research model of this article are: figure 2 research model 1 h4 h2 h3 h1 y1 discipline x1 commitment x2 empowerment x3 controlling 138   journal the winners, vol. 16 no. 2, september 2015: 131-141  figure 3 research model 2 this research applied multiple linear regression analysis to measure the effect between more than one predictor variable (free variable) and bound variable. in this research, multiple linear regression analysis is used in two stages which are to see the effect of commitment, empowerment and controlling on discipline, and the effect of discipline on effectiveness. • to see the effect of commitment, empowerment, and controlling on discipline y1 = a + b1x1 + b2x2 + b3x3 + e (3) • to see the effect of discipline on effectiveness y2 = a + b1y1 + e (4) the data analysis is done by using computer with spss 17 (statistical product and service solution version 17) program. results and discussion the result of regression equitation is y= 9,020+0,190x1-0,04x2+0,638x3+e (5) the explanations of that regression equitation are: • β0value = 9,020, this shows if free variable (xi) is constant or zero, the discipline value is 9,020. • β1 value = 0,190, this shows if commitment variable (x1) is up 1, discipline variable will increase about 1,190 with the assumption that x2 and x3 variable is constant. • β2value = -0,04, this shows if empowerment variable (x2) is up 1, discipline variable will decrease about 0,04 with the assumption that x1 and x3 variable is constant. • β3value = 0,638 this shows if controlling variable (x3) is up 1, discipline variable will increase about 0,563 with the assumption that x1 and x2 variable is constant. from those three free variables, the variable that affects discipline more is controlling. the result of regression analysis with y1 and y2 enter method the effect of discipline variable on effectiveness has bigger t count 3,503 than t table which is 1.663 or sign value = 0,001<α = 5% (0,000<0,05), this states that h0 is rejected. it can be concluded that there is significant effect of discipline on effectiveness in the department of public work in indragiri hulu. adjusted r square shows value about 0.110 (11,0%), which means effectiveness is affected by discipline about 11,0%. based on the coefficient table, the equation: y2 = 24,746 + 0,256y1 the constant is 24,746, which means if discipline is zero, the effectiveness is 24,746. the regression coefficient is 0,256 or 25,6% on discipline, which causes the increase in effectiveness to be 25,6%. while, the rest 74,4 of effectiveness is affected by other variables than discipline. h5 y1 discipline y2 work effectiveness the effect of commitment …… (netty laura) 139  conclusion the result shows the free variables such as commitment, empowerment, and controlling give significant effect by using f test, which f count is bigger than f table and significance value on employees’ discipline in department of public work in indragiri hulu. the aspect that gives the biggest effect is controlling. the commitment affects discipline significantly by using t test, which t count is bigger than t table or significance level. this indicates that commitment is categorized as high, although there are commitment elements which need to be increased especially in employees’ lack of recognition about organization, organizational development, and organizational values. they can know the organizational values implemented is in accordance with related vision and mission. the empowerment do not have significant effect on discipline. this can be seen from t count is bigger than t table, negative coefficient value, and even significance value which exceeds significance requirement. this condition shows if empowerment like employees’ contribution, goal, suitable method on work needs, skill and ability, it will not push the increase in employees’ discipline which benefits individual and organization. controlling affects employees’ discipline significantly. this can be seen from the significance value and t test that t count is bigger than t table. controlling with orientation like checking working result, controlling employees’ presence, correcting mistakes, guiding and fostering controlling aspect is valued high. however, it needs the increase in bound controlling which is done by superior on employees’ presence. discipline affects effectiveness significantly. therefore, discipline can increase employees’ effectiveness. although employees’ discipline is already good, in doing their job they always make mistakes and are not punctual. suggestion there are several suggestions that can be done and be beneficial for development of discipline in the department of public work in indragiri hulu based on the conclusion above. there are: (1) to increase employees’ commitment, it can be done through training and guidance about their main tasks and institutional goals periodically. this is to make the employees more understand about what they must do, and those will be always able and loyal with the quantity and quality of result in accordance with their tasks and institutional goals. therefore, it can increase discipline in the department of public work in indragiri hulu. (2) to increase empowerment, superior should give the employees more freedom in settling the problem and give them flexibility to do their tasks. for the future, it should consider which employees should join the training in accordance with their skill. (3) increase the discipline through the controlling employees, so they will obey the rules and finish their tasks punctually, and give punishment if an employee breaks the rules. (4) to increase discipline, superior should give sanction and warning to employees who break the rules, such as always chatting in office hours and not completing their work on time. (5) to increase employees’ effectiveness, it should nurture and maintain employees’ obedience on rules, so the organizational activities can run in order and smoothly according to the plan. (6) as the further implication material. for further research, it should add or include other construct variables like exogenous construct which affects discipline and effectiveness which have not been tested in this research like motivation and leadership style, so the coefficient of determination can be varied significantly. 140   journal the winners, vol. 16 no. 2, september 2015: 131-141  references alibar, m. (2008). faktor-faktor yang mempengaruhi disiplin kerja pagawai pada biro kepegawaian sekretariat jenderal departemen hukum dan ham ri. program pascasarjana universitas indonesia. atmosoeprapto, k. (2002). menuju sdm berdaya – dengan kepemimpinan efektif dan manajemen efisien. jakarta: pt. elex media komputindo. augustianti, s., arman, s., & isdairi. (2013). jurnal sanksi administrasi terhadap pelanggaran disiplin pegawai negeri sipil berdasarkan peraturan pemerintah nomor 53 tahun 2010 tentang disiplin pegawai negeri sipil (suatu penelitian di badan kepegawaian daerah kota pontianak). pontianak. emmet, s. (2008). discipline pocketbook. penerjemah budiantoro, d. jakarta: metalexia publishing. handoko, t. hani. (2003). manajemen (18th). yogyakarta: bpfe-yogyakarta. haryono. (2004). pengaruh pengawasan, koordinasi, disiplin kerja dan kompensasi terhadap efektivitas kerja karyawan dinas pendapatan dan investasi daerah kabupaten purbalingga. jurnal ekonomi bisnis. vol. 3, no. 6. hasibuan, m. sp. (2003). manajemen sumber daya manusi, edisi revisi. jakarta: pt. bumiaksara. hendrayady, a. (2011). jurnal pemberdayaan aparatur pemerintah (telaah teoritis terhadap kinerja aparatur daerah). tanjung pinang. kusdi. (2009). teori organisasi dan administrasi. malang: salemba humanika makmur. 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(2012). pengaruh pengawasan, disiplin kerja dan kompensasi terhadap efektivitas kerja pegawai dinas pengelolaan keuangan dan kekayaan aceh provinsi aceh dalam tesis. universitas syiah kuala. the effect of commitment …… (netty laura) 141  umar, h. (2005). riset sumber daya manusia dalam organisasi. jakarta: pt. gramedia pustaka utama. winarty, a. (2003). pemberdayaan sumber daya aparatur dalam rangka peningkatan kinerja organisasi publik. jurnal ilmiah good governance, 2 (1). jakarta: stia-lan. yoesana, u. (2013). jurnal hubungan antara motivasi kerja dengan disiplin kerja pegawai di kantor kecamatan muara jawa kabupaten kutai kartanegara. kertanegara. accounting, business, management, and information system volume 2, nomor 2, september 2001 issn: 1412 1212 subbiro publikasi ilmiah bidang ekonomi universitas bina nusantara pelindung ir. th. widia soerjaningsih, m.m. once kurniawan, s.kom., m.m. h. mohammad subekti, b.e., m.sc. redaktur utama dr. ir. haryono soeparno, m.sc. dewan redaksi e.a. kuncoro, s.e., m.m. ir. harjanto prabowo, m.m. retno sri handini, s.e., m.phil. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) editor dra. endang ernawati, m.lib. sekretariat yanti, s.kom., m.m. triwiyana alamat sekretariat subbiro publikasi ilmiah bidang ekonomi, biro penelitian dan publikasi, universitas bina nusantara kampus syahdan, jl. k.h. syahdan no. 9, kemanggisan palmerah, jakarta barat 11480 telp. (021) 5345830, 5350660 ext. 2206 fax. (021) 5300244 e-mail: mgt2000@binus.ac.id issn 1412-1212 accounting, business, management, and information system volume 2, nomor 2, september 2001 issn: 1412 1212 daftar isi kata pengantar.................................................................................................................. v yulius heavy reliance on the indirect financing as sources of funds for business firms in japan: as a comparison for indonesian financial crisis........................................... 93-106 teguh sriwidadi manajemen mutu terpadu (total quality management)........................................................................................... 107-115 budiman notoatmojo peranan gender dalam usaha tani di kawasan indonesia bagian timur (roles of gender in farmers business in the eastern indonesia).................................... 116-129 haryadi sarjono model pengukuran produktivitas berdasarkan pendekatan rasio output per input (a model of productivity measurement based on output per input approach).............. 130-136 suryanto manajemen lintas budaya (crosscultural management).......................................................................................... 137-150 titik indrawati merger bank bermasalah di indonesia (merger of troubled bank in indonesia)......................................................................... 151-162 fauzi solihin mengenal bank “syariah” lembaga keuangan untuk umum (introducing “syariah” bank as a public financial institution)..................................... 163-171 indeks journal the winners volume 2 tahun 2001......................................... 173-176 kata pengantar journal the winners untuk penerbitan vol. 2 no. 2, september 2001 berisi tujuh artikel yang membahas masalah heavy reliance on the indirect financing as sources of funds for business firms in japan: as a comparison for indonesian financial crisis, manajemen mutu terpadu, peranan gender dalam usaha tani di kawasan indonesia bagian timur, model pengukuran produktivitas berdasarkan pendekatan rasio output per input, manajemen lintas budaya, merger bank bermasalah di indonesia, dan mengenal bank “syariah” lembaga keuangan untuk umum. journal the winners ini merupakan hasil kerja penulis, tim redaksi, dan partisipasi segenap civitas akademika yang menekuni bidang ekonomi. mudah-mudahan jurnal ini bermanfaat bagi pembaca. jakarta, september 2001 redaktur utama dr. ir. haryono soeparno, m.sc. journal the winners, vol. 2 no. 2, september 2001 v ucapan terima kasih ucapan terima kasih dan penghargaan diberikan kepada para pakar/ahli yang telah diundang sebagai penelaah artikel pada journal the winners dalam volume 2 tahun 2001. berikut ini daftar nama pakar/ahli yang berpartisipasi. 1. dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) 2. dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) 3. dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) 4. edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) microsoft word 02_haryadi s._evaluasi.doc journal the winners, vol. 5 no. 1, maret 2004: 8-18 8 evaluasi dampak program pengelolaan dan pendayagunaan pulau kecil tahun 2003: departemen kelautan dan perikanan haryadi sarjono1; budiman notoatmodjo2 abstract the purpose of this article is to establish a program based on the evaluation during research on ecosystem rehabilitation, fund and capital help, and the use of human resources of local resident on small islands of puhawang island (lampung), panggang and pramuka island (kepulauan seribu – dki jakarta), and panjang island (banten) during the period of 2001-2002 based on the evolution of programs purpose. keywords: management, efficiency, small islands abstrak tujuan artikel ini diharapkan tersusunnya format dan hasil evolusi program dan kegiatan rehabilitasi ekosistem dan bantuan sarana/modal usaha atau pemberdayaan masyarakat pulau kecil dilokasi p. puhawang (lampung), p. panggang dan p. pramuka (kepulauan seribu dki jakarta), dan p. panjang (banten) sejak tahun 2001-2002, mengacu pada tujuan evolusi program. kata kunci: pengelolaan, pendayagunaan, pulau kecil 1 staf pengajar, fakultas ekonomi, ubinus, jakarta 2 peneliti senior deptan ri & staf pengajar jurusan manajemen, fakultas ekonomi, ubinus, jakarta evaluasi dampak program pengelolaan… (haryadi sarjono; budiman notoatmodjo) 9 pendahuluan kawasan atau gugusan pulau kecil adalah aset bangsa yang memiliki kekayaan sumber daya jasa lingkungan yang sangat potensial untuk pembangunan ekonomi karena didukung adanya ekosistem yang nilai ekologis dan produktivitas tinggi seperti terumbu karang, padang lamun (sea grass), rumput laut (sea weeds), dan hutan bakau (mangrove). sumber daya hayati laut pada kawasan itu memiliki potensi keragaman dan nilai ekonomis yang tinggi seperti ikan kerapu, napoleon, ikan hias, kuda laut, kerang mutiara, kima raksasa (tridacna gigas) teripang, dan lainlain. selain itu, keragaman ekosistem dan sumber daya hayati pulau kecil yang tinggi dan khas, mempunyai juga daya tarik tersendiri. keadaan tersebut memberikan jasa lingkungan yang tinggi nilai ekonominya, seperti kegiatan kepariwisataan. pulau kecil mengalami pembangunan yang tersendat-sendat akibat kesulitan transportasi, keterbatasan pengetahuan/kemampuan, dan keterampilan masyarakat. faktor alam juga memberikan pengaruh terhadap kondisi biofisik dan sosial ekonomi masyarakatnya. hal itu diperburuk oleh kebijakan pembangunan nasional yang lebih berorientasi ke darat. program pengelolahan dan pendayagunaan pulau kecil dilakukan berdasarkan data yang ada di dkp: (1) penyusunan rencana induk dan rencana pengelolaan pulau kecil; (2) penyusunan dan pelaksanaan perbaikan ekosistem pada pulau kecil. bentuk kegiatan fisik yang telah dilakukan pada kedua kegiatan tersebut adalah (1) rehabilitasi ekosistem terumbu karang; (2) rehabilitasi hutan mangrove; (3) pemberian bantuan sarana/modal usaha. pelaksanaan program yang baik memerlukan monitoring dan evaluasi. tujuannya untuk memperoleh informasi tentang tujuan dan sarana kegiatan yang dapat dicapai, dampaknya terhadap peningkatan taraf hidup masyarakat, kualitas hidup, peningkatan pembangunan sektor kelautan dan perikanan, dan pembangunan daerah. juga bertujuan mempelajari kelemahan pelaksanaan kegiatan saat ini untuk umpan balik dalam pelaksanaan kegiatan dimasa datang dan memberikan input terhadap pelaksanaan monitoring, serta evaluasi format dan teknis pelaksanaannya. masalah berdasarkan hasil paparan tesebut, terlihat bahwa pemberian bantuan dari pusat dapat berguna untuk membantu meningkatkan pendayagunaan pulau kecil pada 3 daerah itu. namun, ada beberapa hal yang mempengaruhi hal itu, seperti berikut ini. 1. apakah target fisik dan lokasi kegiatan program dapat sesuai dengan master plan. 2. apakah sosialisasi dengan masyarakat dapat terjalin dengan baik sehingga tidak menyebabkan konflik. 3. apakah keadaan kondisi dan bantuan yang diberikan sudah sesuai. kerangka pemikiran dalam pelaksanaan rencana kegiatan evaluasi dampak program pengelolaan dan pendayagunaan pulau kecil ini, digunakan berbagai pendekatan dan perkiraan (estimasi). tahap pertama adalah mengidentifikasikan kebijakan, strategi, dan program pengembangan yang telah journal the winners, vol. 5 no. 1, maret 2004: 8-18 10 direncanakan dan direlisasikan pemerintah pusat, sektoral, dan pemerintah daerah. dalam hal ini dapat pula diidentifikasikan potensi dan masalah. tahap selanjutnya adalah melakukan analisis baik internal maupun eksternal di samping mendokumentasikan aspek teknis dan kondisi lingkungan dari program, berdasarkan analisis kecenderungan terhadap analisis internal dan eksternal kegiatan akan dirumuskan rencana pelaksanaan monitoring dan evaluasi terhadap program yang telah dilakukan, termasuk evaluasi dampak lingkungannya. hipotesis dalam penelitian ini, hipotesis yang dikemukakan sebagai berikut. 1. target lokasi fisik diduga dapat sesuai dengan master plan. 2. dengan pendekatan yang baik, rencana yang ada, dapat disosialisasikan dengan baik. 3. lokasi dan bantuan telah dipertimbangkan sebelumnya agar sesuai. metode metode analisis dan evaluasi data untuk mengevaluasi kegiatan program di ketiga lokasi studi, dilakukan dengan beberapa teknik, seperti berikut ini. 1. melakukan pengecekan terhadap program kegiatan rehabilitasi ekosistem dan pelibatan masyarakat ppk, apakah telah atau belum dilaksanakan; 2. melakukan analisis terhadap program rehabilitasi ekosistem yang telah dilaksanakan; 3. melaksanakan analisis terhadap program yang tertuang di dalam master plan tetapi telah dilaksanakan di lokasi; 4. membandingkan antara kegiatan yang direncanakan pada master plan. pembahasan deskripsi program pengelolaan dan pendayagunaan pulau kecil beberapa program yang telah dilaksanakan berdasarkan data dan informasi di dkp/hasil penelusuran data sekunder, digunakan sebagai data awal bahan dasar evaluasi dari kegiatan rehabilitasi ekosistem pulau kecil di tiga propinsi (lampung, dki jakarta, dan banten) yang terbagi ke dalam dua kategori berikut ini. evaluasi dampak program pengelolaan… (haryadi sarjono; budiman notoatmodjo) 11 1. kegiatan rehabilitasi ekosistem (tabel 1) tabel 1 perbandingan hasil rehabilitasi ekosistem pulau kecil di 3 (tiga) propinsi (lampung, dki, dan banten) lampung (p. puhawang) dki jakarta (p. pramuka dan p. panggang) banten (p. panjang) proyek i. kegiatan pusat penyusunan rencana pulau kecil (master plan selama lima tahun). penyusunan rencana perbaikan ekosistem pulau kecil (master plan selama lima tahun). penyusunan rencana perbaikan ekosistem pulau kecil (master plan selama lima tahun). proyek pengolahan dan pendayagunaan pulau kecil (pusat). perbaikan ekosistem pulau puhawang melalui penanaman terumbu buatan (tb) sebanyak 26 unit di sebelah timur p. puhawang. penyusunan rencana perbaikan ekosistem pulau kecil (master plan selama lima tahun). perbaikan ekosistem pulau puhawang melalui penanaman rehabilitasi kawasan mangrove seluas 2,87 ha di utara p. panjang. ii. kegiatan propinsi rehabilitasi ekosistem p. puhawang -pembuatan terumbu buatan sebanyak 10 unit sosialisasi terumbu buatan 1 kali rehabilitasi kawasan pantai proyek penanaman mangrove di pulau pramua seluas 10.00 m². pilot proyek trasportasi karang di pulau pramuka sebanyak 1300 substrat dan seluas 200 m² psl p3k pemberdayaan masyarakat pulau puhawang melalui : bantuan modal usaha perikanan -bantuan pengembangan keramba jaring apung pemberdayaan masyarakat p. panggang melalui bantuan untuk: rakit rumput laut kepada 20 orang petani. sarana usaha budidaya jaring apung 1 unik kepada 20 orang pembudidaya sumber : hasil penelitian penulis journal the winners, vol. 5 no. 1, maret 2004: 8-18 12 2. pemberdayaan masyarakat pulau puhawang-lampung 1. bantuan sarana budidaya tambak bantuan sarana budidaya tambak pada tahun 2001 sebanyak 1 ha yang dialihkan untuk bantuan pemberdayaan ikan dengan kja. 2. pengembangan budidaya ikan dengan keramba jaring apung (kja) a. tahun anggaran 2001 1 unit kja berukuran 8 x 12 m yang tediri dari atas petak jaring. bibit ikan kerapu berukuran 5-7 cm sebanyak 400 ekor. dana operasional untuk keperluan pemberian pakan b. tahun anggaran 2002 pemberdayaan masyarakat (pemp) p. puhawang melalui bantuan modal berupa uang untuk pembelian benih ikan kerapu sebanyak 750 ekor. pulau pramuka dan pulau panggang-dki jakarta 1. budidaya dengan keramba jaring apung a. bantuan sarana budidaya dengan kja di p. pramuka sebanyak 1 unit. b. pelatihan diikuti oleh 20 orang nelayan di upt. upmb di p. pramuka tentang budidaya laut. bantuan sarana usaha budidaya keramba jaring apung 1 unit di p. panggang. 2. pelatihan budidaya rumput laut dan pengolahan hasil perikanan pelatihan dilakukan di kelurahan pulau harapan, diikuti oleh 30 peserta. sarana pengolahan yang diberkan berupa bak perendaman rumput laut. 3. bantuan sarana rakit rumput laut diberikan kepada petani rumput laut yang sudah dilatih sejumlah 20 orang. 4. bantuan sarana pengolahan hasil perikanan diberikan kepada 20 orang berupa bak perendaman rumput laut dan peralatan memasak/mengolah ikan. pulau panjang-banten 1. bantuan sarana budidaya rumput laut seluas 0,9 ha kepada 2 kelompok dengan anggota masing-masing 3 orang dalam bentuk bibit, tali, tambang, dan uang. 2. pengadaan alat tangkap a. jaring panyang 1 unit b. kapal kasko ukuran 12 x 2,5 x 1 dengan mesin penggerak 24 pk. 3. alat bantu penangkap ikan (rumpon) sebanyak 4 unit. evaluasi dampak program pengelolaan… (haryadi sarjono; budiman notoatmodjo) 13 kondisi program yang dievaluasi pada saat ini pulau puhawang-lampung rehabilitasi ekosistem a. terumbu buatan pada tahun anggaran 2001, dilakukan pembuatan dan penenggelaman terumbu buatan sebanyak 26 unit di sebelah timur pulau puhawang. tahun anggaran 2002 dilaksanakan pembuatan terumbu karang sebanyak 10 unit. b. pembuatan papan pelestarian laut tahun 2001 dilakukan pembuatan papan pelestarian laut sebanyak 30 unit melalui dana dekonsentrasi. c. pengadaan sarana penunjang kegiatan rehabilitasi pengadaannya melalui pembelian 2 unit peralatan selam yang meliputi 2 unit masker, snorkel, fins, skin short, regulator + pressure gauge, tabung, bcd serta kamera bawah air. semua peralatan ini masih lengkap. pemberdayaan masyarakat pemberian bantuan modal untuk budidaya keramba jaring apung sebanyak 2 unit dengan jumlah bibit kerapu sebanyak 2000 ekor dan uang tunai untuk pakan sebesar rp7.500.000,00. pulau panggang dan pulau pramuka-dki jakarta rehabilitasi ekonomi a. terumbu buatan pada 2001 dilakukan pembuatan terumbu buatan sebanyak 22 buah, tahun 2002 dilakukan pembuatan terumbu karang model hong yang terbuat dari coran dengan jumlah 6 unit dan model ban yang terbuat dari ban bekas dengan jumlah 5 unit. b. transplantasi karang tahun 2001, kegiatan itu dilakukan di pulau pramuka sebanyak 1.300 substrat sedang pada tahun 2002 kegiatan dilakukan di pulau gosong pramuka sebanyak 325 buah dan di karang langkah-langkah sebanyak 75 buah substrat. c. penanaman mangrove pada tahun anggaran 2001, dilakukan penanaman mangrove seluas 10.000m2 di sebelah timur dan barat laut pulau pramuka. tahun 2002, seluas 20.000m2 disebelah timur laut dan barat laut pulau pramuka. journal the winners, vol. 5 no. 1, maret 2004: 8-18 14 pemberdayaan masyarakat a. keramba jaring apung (kja) tahun 2001, diberikan bantuan berupa keramba jarring apung 1 unit (4 petak) dan ditempatkan di dekat tpi pulau pramuka. tahun anggaran 2002 sebanyak 1 unit (18 petak) di pulau panggang. b. budidaya rumput laut paket bantuan meliputi: 80 kg tali @ 20 m, bibit jenis eucheuma cottonii sebanyak 800 kg dan sejumlah uang. lokasi pelaksanaannya di karang lebar, pulau pramuka. c. pengolahan hasil perikanan (rumput laut dan ikan) pengolahan yang dilakukan adalah pengolahan rumput laut menjadi dodol rumput laut, ikan menjadi kerupuk ikan dan ikan asin. pulau panjang-banten rehabilitasi ekosistem a. penanaman mangrove tahun 2001, dilakukan disebelah utara pulau panjang dengan jarak tanam mangrove 1 x 1m dengan jenis rhizopora apiculata dan r.mucronata. pada tahun 2002, dilakukan di daerah rawa sebelah utara pulau panjang sebanyak 10.000 batang sedang 10.000 lainnya ditanam di pantai karang hantu. b. pelatihan rehabilitasi ekosistem berupa sosialisasi kegiatan penanaman mangrove dan budidaya rumput laut pada tahun anggaran 2001. pemberdayaan masyarakat a. sarana alat tangkap ikan berupa kapal gill net sebanyak 1 unit lengkap dengan jaring payang. mesin dan baling-baling. b. sarana penunjang penangkapan ikan berupa 4 unit rumpon yang terbuat dari pohon dan daun kelapa, ditempatkan di utara pulau panjang. c. sarana budidaya rumput laut paket bantuan berupa bibit 1 ton, tali 3 depa, tambang plastic 300 kg, dan uang rp. 3.000.000,00. analisis dan evaluasi program pengelolaan dan pendayagunaan pulau kecil hasil evaluasi rehabilitasi ekosistem di pulau puhawang lampung disajikan pada tabel 2. evaluasi dampak program pengelolaan… (haryadi sarjono; budiman notoatmodjo) 15 tabel 2 hasil evaluasi program rehabilitasi ekosistem di pulau puhawang-lampung tahun program objek evaluasi kondisi pada saat ini analisis dan evaluasi rencana perbaikan 2001 kegiatan pusat (dana apbn) perbaikan ekosistem pulau puhawang melalui terumbua buatan (tb) sebanyak 26 unit si sebelah timur p. puhawang. kegiatan ini pernah dilakukan: jumlah tb sebanyak 10 unit. lokasi di sebelah timur p. puhawang kurang melibatkan masyarakat di dalam pelaksanannya. 2001 kegiatan propinsi (dana dekonsentrasi) 1. pembuatan terumbu buatan sebanyak 10 unit. tidak ada yang mengetahui kegiatan ini serta laporan pelaksanaan kegiatan juga tidak ada. lembaga/pimbagpro kurang berperan baik lembaga/ pimbagpro tidak tergantung pada orangnya tetapi pada sistemnya 2. sosialisasi terumbu buatan 1 kali tidak ada yang mengetahui kegiatan ini serta laporan pelaksanaan kegiatan juga tidak ada. sosisalisasi diperkirakan haya kepada staf dinas, dengan tidak melibatkan masyarakat akibat berbagai kendala (waktu dan biaya) 2002 kegiatan propinsi (dana dekonsentrasi) 1. pembuatan terumbu buatan sebanyak 10 unit dengan biaya rp48.000.000,00 kegiatan ini pernah dilakukan: jumlah tb sebanyak 20 unit lokasi di sebelah utara p. puhawang kurang melibatkan masyarakat di dalam pelaksanaannya 2. pembelian 2 unit peralatan selam semua peralatan baik jenis maupun jumlah masih lengkap. pengelola adalah dinas perikanan dan kelautan propinsi fungsi dan keberadaan alat nampaknya hanya dirasakkan aparat pemerintah tidak terjalin koordinasi yang baik pemanfaatan dapat dilakukan oleh dinas terkait sejauh komitmen perawatan dan pemeliharaan dapat dipegang. sumber: hasil penelitian penulis journal the winners, vol. 5 no. 1, maret 2004: 8-18 16 penutup berdasarkan hasil monitoring lapangan, diperoleh bahwa dkp sesuai prosedur yang berlaku. kalaupun timbul masalah, dapat diminimalisasi dengan peningkatan pengawasan koordinasi dan komunikasi antarpihak terkait. bantuan rehabilitasi ekosistem dan pendayagunaan pulau kecil ada yang sesuai dan tidak dengan master plan, kegiatan yang tidak sesuai merupakan kegiatan pemberdayaan ekonomi masyarakat pesisir dan pulau kecil (pem) berdasarkan pengajuan dari daerah. hasil monitoring, analisis, dan evaluasi di ketiga lokasi studi dalam tahun anggaran 2001 dan 2002 dapat disimpulkan sebagai berikut. pulau puhawang-lampung a. rehabilitasi ekosistem 1. kegiatan yang sesuai dengan master plan adalah program pembuatan terumbu buatan sedangkan yang tidak sesuai adalah pembuatan papan pelestarian laut dan pengadaan sarana penunjang kegiatan rehabilitasi. 2. sosialisasi dan pelibatan masyarakat sekitar untuk semua kegiatan masih kurang. b. pemberdayaan masyarakat 1. kegiatan yang sesuai adalah program keramba jaring apung, yang tidak sesuai adalah bantuan untuk kegiatan budidaya rumput laut, usaha pengolahan ikan, dan sarana alat tangkap ikan. 2. kurangnya pembinaan dan pengawasan. 3. perkembangan kemajuan usaha untuk meningkatkan taraf hidup masyarakat penerima bantuan, belum tampak secara nyata. pulau panggang dan pramuka-dki jakarta a. rehabilitasi ekosistem 1. kegiatan yang sesuai adalah program pembuatan terumbu buatan, yang tidak sesuai adalah transplantasi karang dan penanaman mangrove. 2. target fisik dan lokasi kegiatan program yang sesuai tidak tercapai sepenuhnya. 3. sosialisasi dan pelibatan masyarakat sekitar masih kurang. 4. monitoring dan evaluasi rutin kurang intensif, beberapa program terbengkalai, tidak ada perawatan. 5. pemilihan lokasi harus dikaji lebih mendalam. 6. sudah tampak perubahan perbaikan ekosistem walau secara nyata dampaknya belum dirasakan masyarakat. b. pemberdayaan masyarakat 1. kegiatan yang sesuai adalah program pembuatan keramba jaring apung, tidak sesuai adalah bantuan prasarana dan sarana untuk budidaya rumput laut dan pengolahan hasil perikanan. evaluasi dampak program pengelolaan… (haryadi sarjono; budiman notoatmodjo) 17 2. koordinasi dan kerjasama antarkelompok penerima tidak terjalin baik, timbul konflik internal. 3. kurangnya inisiatif dari penerima bantuan dalam menghadapi kendala. 4. secara umum paket bantuan yang diberikan belum mampu meningkatkan taraf hidup masyarakat. pulau panjang-banten a. rehabilitasi lingkungan 1. kegiatan yang sesuai adalah penanaman mangrove. 2. kondisi lingkungan membaik. 3. dampak dari penanaman mangrove masih belum nyata. b. pemberdayaan masyarakat 1. kegiatan yang sesuai adalah program bantuan sarana dan prasarana penangkap ikan dan usaha budidaya rumput laut. 2. ketidaksesuaian beberapa anggota kelompok penerima bantuan terhadap spesifikasi sarana penangkap ikan. 3. koordinasi dan kerjasama tidak terjalin baik. 4. kesesuaian kondisi ekologi untuk budidaya rumput laut sangat mendukung tingkat keberhasilan. perbandingan ke tiga lokasi kegiatan berdasarkan hasil analisis, berdasarkan aspek kesesuaian lokasi, dan lain lain diperoleh hasil bahwa kegiatan rehabilitasi ekosistem di pulau panjang lebih berhasil disbanding dua lokasi lainnya. daftar pustaka bappeda dki jakarta. 2001. ”konseprencana pengembanganwilayah kabupaten administratif kepulauan seribu.” makalah pada lokakarya penyusunan baku mutu air laut propinsi dki jakarta. bappeda dki jakarta. biro pusat statistik. 1996. kecamatan kasemen dalam angka. kabupaten serang. biro pusat statistik. 1997. kecamatan kasemen dalam angka. kabupaten serang. departemen kelautan dan perikanan. 2001a. penyusunan rencana perbaikan ekosistem melalui pelibatan peran masyarakat pulau puhawang lampung. journal the winners, vol. 5 no. 1, maret 2004: 8-18 18 departemen kelautan dan perikanan. 2001b. penyusunan rencana perbaikan ekosistem melalui pelibatan peran masyarakat pulau-pulau kecil di pulau panjang, banten. departemen kelautan dan perikanan. 2001c. penyusunan rencana perbaikan ekosistem melalui pelibatan peran masyarakat pulau-pulau kecil di kepulauan seribu, dki jakarta. microsoft word 08_telkom_citra_the influencedina.docx 64 journal the winners, vol. 16 no. 1, march 2015: 64-70  the influence of online store beliefs towards impulse buying (study on elevania.co.id) citra kusuma dewi; despri lolita br sinuraya school of communication and business telkom university, bandung, indonesia citrakusumadewi@telkomuniversity.ac.id; despri26@gmail.com abstract the rapid development of information technology brings a great impact to all aspects, including the development of business and marketing. the rapid growth of internet user makes online business becomes a potential market. one of the factors that determine the success of an online business is consumer beliefs to an online store. the purpose of this study is to determine the influence of online stores beliefs towards impulse buying on elevenia consumers. this study was conducted on elevenia consumers who have shopped at elevenia.co.id. sample size of 100 people with purposive sampling method. data was collected through questionnaires using a 5 point likert scale to measure 11 indicators. the analysis technique is multiple linear regression. the research found that the online store beliefs variable consist of functional convenience beliefs and representation delight, simultaneously influence impulse buying on elevenia consumers.while in partial functional convenience beliefs variable have no influence towards impulse buying on elevenia consumers. keywords: online store beliefs, impulse buying, elevenia.co.id abstrak pesatnya perkembangan teknologi informasi membawa dampak yang besar untuk semua aspek, termasuk pengembangan bisnis dan pemasaran. pesatnya pertumbuhan pengguna internet membuat bisnis online menjadi pasar yang potensial. salah satu faktor yang menentukan keberhasilan bisnis online adalah keyakinan konsumen terhadap sebuah toko online. tujuan penelitian untuk melihat pengaruh keyakinan kepada toko online terhadap pembelian tidak terencana pada konsumen elevenia. penelitian ini dilakukan pada konsumen elevenia yang telah berbelanja di elevenia.co.id. ukuran sampel adalah 100 orang dengan metode purposive sampling. data dikumpulkan melalui kuesioner dengan menggunakan skala likert 5-titik untuk mengukur 11 indikator. teknik analisis yang digunakan adalah regresi linier berganda. penelitian ini menemukan bahwa variabel kepercayaan kepada toko online yang terdiri dari keyakinan akan kenyamanan fungsional dan representasi yang menyenangkan, secara bersamaan mempengaruhi pembelian tidak terencana pada konsumen elevenia. sementara itu, secara parsial keyakinan akan kenyamanan fungsional tidak memiliki pengaruh terhadap pembelian tidak terencana pada konsumen elevania. kata kunci: online store beliefs, pembelian tidak terencana, elevaia.co.id the influence of online store …… (citra kusuma dewi; despri lolita br sinuraya) 65  introduction technology has an important role in human life, especially the internet. the increasing of internet users leads the internet is not only used for information and communication facilities, but can also be used as a trade medium known as e-commerce (nugraha, 2014). the rapid growth in ecommerce indirectly brings new phenomenon or a new lifestyle in indonesia. e-commerce makes consumers shopped in shorter time without having to linger around the mall to find the desired item. through the online store, consumers are not impeded by the distance and can be accessed anywhere that makes it easy for consumers to find an online store. elevenia.co.id as the first marketplace concept that launched in 2014, is one of online sites in indonesia that utilizes the development of e–commerce. elevenia must understand consumer behavior as the target market, to provide assurance to consumers in making a purchase at elevenia. in order to reap success in indonesia, the company is necessary to study the unique characteristic owned by indonesian consumers. according to irawan, there are 10 characteristics of indonesian consumer behavior, unplanned characteristics (dominated by unplanned behavior) or i want it now characteristics (sunyoto, 2013). in online business, the goods traded are intangible, so it is required for an online store to offer, give information, and provide attractive appearance to inflict desire to do impulse buying. factors that determine the success of a business, especially an online sale is consumer beliefs to shop online because consumers will experience the process of online shopping decisions such as finding information, comparing alternatives, and decision making. at this stage of information search, consumers will look for reference online. the information sought is in the form of opinions from other people who are already benefiting from the products purchased. so that, as an online store, it is important to observe online store beliefs by making it easier to use, such as a simple search, ease of buying the product, and provide confidence and excitement experience during shopping for consumers (suhari, 2011). online stores beliefs are online transaction which has a certainty and asymmetric information. as a result, there is the need for mutual trust between shoppers and sellers. online store beliefs same with the perception of functional convenience consisting of merchandise attractiveness and ease of use and representational delight include enjoyment and communication style website (verhagen & van dolen, 2011). online store beliefs is one of the factors in the occurrence of unplanned or impulse buying. according to engel and blackwell, unplanned buying is actions of purchases without previous planned or planned in purchase decisions were made at the time were in the stores (in japarianto & sugiharto, 2011). meanwhile, according to bloch et al, consumers without intention to buy something from a store, may enter a store and may make impulse buying (gültekin & özer, 2012). according to stern, there are four types of impulsive purchase (utami, 2010): (1) pure impulse; (2) reminder impulse; (3) suggestion impulse; (4) planned impulse. based on the explanation and the above factors, a study was conducted to determine the online store beliefs which can lead to impulse purchases on elevenia.co.id. based on the background described, the research problem is formulated as follows: (1) how do the online store beliefs on elevenia consumers?; (2) how does the impulse buying on elevenia consumers?; (3) how much is the influence of online store beliefs towards impulse buying on elevenia consumer by partial?; (4) how much is the influence of online store beliefs towards impulse buying on elevenia consumers insimultaneously? 66 journal the winners, vol. 16 no. 1, march 2015: 64-70  ib = a + b1fcb+ b2rd method the method used is quantitative. based on the type, this research is a descriptive study to give an idea of the object under study and have a causal relationship. the main data used are primary data, which is acquired by distributing questionnaires to the respondents. the analysis tool used is descriptive analysis and multiple linear regression analysis. variables of this research are; (1) online store beliefs (osb) based on verhagen & van dolen (2011) theory, which is consisting of two variables; (a) functional convenience beliefs (fcb) includes ease of use in using the online store which is easy to search and easy to buy products; (b) representational delight (rd) includes on the characteristics of online shopping with providing trust and online shopping excitement experience for consumers. (2) impulse buying (ib) is an action of purchases without previous planned or planned in purchase decisions was made at the time were in the stores (engel in japarianto & sugiharto, 2011). population is the generalization region consisting of objects or subjects that have certain qualities and characteristics defined by the researchers to learn and then drawn conclusions (sugiyono, 2012). the population in this research is the consumer who has purchased a product at elevenia.co.id in 2014. the sample is part of the number and characteristics possessed by this population (sugiyono, 2012). given the number of the population cannot be known with certainty, then in determining the number of samples using zikmund approach in order to get the total sample of 97 people, is rounded to 100 people (zikmund, et al. 2010). the sampling technique in this study is a non-probability sampling technique with purposive sampling, so that each respondent can be filtered through a screening question contained in the questionnaire study. to analyze the data that has been collected, the researcher used descriptive analysis and multiple linear regression analysis and hypothesis testing using partial test and simultaneous. multiple linear regression equation as follows: (1) ib : impulse buying fcb : functional convenience beliefs rd : representational delight the framework of this study is described as follows: figure 1 framework the influence of online store …… (citra kusuma dewi; despri lolita br sinuraya) 67  hypotheses from the study; (1) functional convenience beliefs (x1) influence impulse buying (y) on elevenia consumers; (2) representational delight (x2) influence impulse buying (y) on elevenia consumers; (3) online stores beliefs (x) simultaneously influence impulse buying (y) on elevenia consumers. results and discussion the results of data processing, descriptive analysis of the results obtained for the three variables shown in table 1 as follows: table 1 scores and category from table 1, it can be explained that fcb consisting of merchandise attractiveness and ease of use is within good category. it can be seen from the average scores obtained in the amount of 72.93%. it shows that elevenia as online store provides facilities that are easy to search products and to buy products. dcb is consisting of enjoyment and website communication style is also in a good category, and it can be seen from the average value of scores obtained in the amount of 70.90%. this suggests that elevania gives confidence to shop online and pleasant shopping experience, such as the colorful appearance of the site and attractive website design. it aims to change the desire of consumers shopping into a pleasure shopping. impulse buying variable also in a good category, it can be seen from the average scores obtained in the amount of 71.60%. this indicates that the most of elevenia consumers made the purchases impulse or unplanned as a result of external factors and internal factors. the external factors such as discounts, vouchers, and attractive products, and then the internal factors such as shopping motivation, which came immediately from elevenia consumers. multiple linear regression analysis the results showed the regression equation between online stores beliefs towards impulse buying on consumers elevenia as follows: y = 1.263 + 0,042x1 + 0,512x2. the results of this analysis can be shown as follows: a = 1.263 if functional convenience beliefs variable and representational delight variable are zero then the impulse buying is worth 1,263 units. b1 = 0,042 if functional convenience beliefs variable (x1) an increase of one unit and the other variable constant, then the variable impulse buying (y) will increase by 0,042 units. variables average scores average percentage category fcb 1639,5 72,93 % good rd 1063,5 70,90% good ib 1432 71,6% good 68 journal the winners, vol. 16 no. 1, march 2015: 64-70  b2 = 0,512 if representational delight variable (x2) an increase of one unit and the other variable constant, then the variable impulse buying (y) will increase by 0.512 units. hypothesis testing based on the data processing, it can produce output in table 2. table 2 t test results (partial test) model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1,263 ,215 5,881 ,000 fcb ,042 ,121 ,050 ,348 ,728 rd ,512 ,116 ,635 4,420 ,000 a. dependent variable: impulse buying based on these criterion, it can be explained each of the variables as follows: (1) functional convenience beliefs (fcb), test results for the functional convenience beliefs variable shows that value(0.348)<t table (1.985) or views of sig (0.728)> 0.05, then h0 is accepted and ha rejected, it means that functional convenience beliefs doesn’t have influence towards impulse buying on elevenia consumers. it is possibly because the goods that sold in elevania are not famous and branded. goods that sold in elevenia are from local smes that do cooperation with elevania; (2) representational delight variable, test results for the representational delight variable shows the value t = 4.420> 1.985 t table or views of sig (0,000) <0.05, then h0 is rejected and ha accepted, it means that representational delight has influence towards impulse buying on elevenia consumers. it shows that elevenia gives trust to online shopping and gives an enjoyable shopping experience by a display of colored site and website design which draws to change the desire of consumers to get shopping pleasure. based on the data processing, it can produce output in table 3. table 3 f test results (simultaneosly test) based on table 3, it can be seen the f value (41.447)> f table (3.09) and the sig. (0,000) <0.05. it means that the online store beliefs consisting of functional convenience beliefs and representational delight have influence towards impulse buying on elevenia consumers simultaneously. model sum of squares df mean square f sig. 1 regression 18,749 2 9,374 41,447 ,000b residual 21,939 97 ,226 total 40,688 99 the influence of online store …… (citra kusuma dewi; despri lolita br sinuraya) 69  results of this study showed that the representational delight was important to impulsive buying. in order to stimulate impulsive buying, online retailers should create a calm, friendly, knowledgeable, and fun site with an attractive assortment; providing pleasure when customers browse through it (verhagen & dolen, 2011). according to joseph s., et al(2007), website display would affect impulse buying to consumers. consumers with high degrees of impulsiveness tend to be more positively influenced by a high-quality website. at the same time, highly impulsive consumers are more negatively influenced by a low-quality website. thus, while the objective quality of an ecommerce website is an important factor, an understanding of the inherent impulsiveness of the consumer base is a critical factor for understanding how and why consumers react to varying degrees of website quality. interesting and quality of elevenia website display would make consumers to spend their time to browse the website and it will prevent boredom on consumers. this will make the consumer doing impulse buying. the coefficient of determination (r2) the result of r2 can be seen in table 4. table 4 coefficient of determination based on the calculations in table 5, the value of coefficient determination of 46.1%. it can be interpreted that the influence of online store beliefs on elevenia consumers is 46.1%, as for the rest of 53.9% influenced by other factors. conclusion based on the results of the processing of data analysis and discussion that has been described in the previous chapter on the influence of online stores beliefs against impulse buying on elevenia consumers, researchers can attract some conclusions that can provide answers to the formulation of the problem in this study, as follows: (1) based on the results of data processing, online stores beliefs has average score of 71.92%, which indicates that the online store beliefs variable is good in the eyes of elevania consumers. elevenia is able to provide the convenient transaction and enjoyable shopping experience for every customer; (2) impulse buying have average total score of 71.60%, which indicates that impulse buying variable is good. it means that most consumers elevania doing impulse buying when shopping at elevenia; (3) based on the results of t test showed that functional convenience variable have not influence towards impulse buying on elevenia consumers, while the representational delight variable have influence towards impulse buying on elevenia consumers. in partial online store beliefs influence impulse buying on elevenia consumers, those are functional convenience beliefs amount of 3% and representational delight amounted 43.1%; (4) simultaneously influence of online store beliefs against impulse buying on elevenia consumers. the effect of simultaneously online store beliefs against impulse buying on consumers elevenia of 46.1%, while the remaining 53.9% is influenced by other factors, namely: emotional factors, trust factor, demographic factors, the nature of materialism and others. based on the results of the f test online store beliefs affect the impulse buying on elevenia consumers by simultaneously. model r r square adjusted r square std. error of the estimate 1 ,679a ,461 ,450 ,47558 70 journal the winners, vol. 16 no. 1, march 2015: 64-70  references gültekin, beyza., leyla özer. (2012). the influence of hedonic motives and browsing on impulse buying. journal of economics and behavioral studies, 4(3). 180-189. japarianto, edwin., dan sugiono sugiharto. (2011). pengaruh shopping life style dan fashion involvement terhadap impulse buying behavior masyarakat high income surabaya. jurnal manajemen pemasaran, 6(1). 32-41. nugraha, firman. (2014). tekno jurnal. data pengguna internet di dunia. retrieved october 16th, 2014 from http://www.worldstats.com/stats.htm suhari, yohanes., et al. (2011). kepercayaan terhadap internet serta pengaruhnya pada pencarian informasi dan keinginan membeli secara online. jurnal dinamika informatika, 3(1). sugiyono. (2012). metode penelitian kuantitatif, kualitatif, dan r&d. bandung: alfabeta. sunyoto, danang. (2013). perilaku konsumen. yogyakarta: caps (center of academic publishing service). utami, christina. (2010). manajemen ritel strategi dan implementasi operasional bisnis ritel modern di indonesia. jakarta: salemba empat. valacich, joseph s., et al. (2007). the online consumer’s hierarchy of needs. communications of the acm, 5(9). 83-90. verhagen, tiber., dan willemijn van dolen. (2011). the influence of online store beliefs on consumer online impulse buying: a model and empirical application. journal information & management, 48. 320-370. zikmund, william, et al. (2010). business research methods, eight edition. canada, south western cengage learning. microsoft word 02_mn_darman_160816_rev1_dina.doc analysis of the money supply …… (darman) 9  analysis of the money supply and interest rate of inflation in indonesia darman management department, school of business management, bina nusantara university jln. k.h. syahdan no.9, palmerah, jakarta barat, 11480 darman@binus.ac.id / darmantanjung@yahoo.com abstract articleaimed to assess and analyze the effect of money supply and the interest rate on inflation in indonesia. this research applied descriptive quantitative approach with the nature of the explanatory method verification. the data used was secondary data in the money supply, interest rate and inflation in indonesia in 2000-2014. the results of this article are the partial test (t-test) indicates the money supply (x1), the rate of interest (x2) and there is no effect on inflation (y). while the results of the simultaneous test (f test) shows a strong and direct relationship between money supply and the interest rate on inflation. this means that the money supply and interest rates affect the rise and fall of inflation in indonesia. keywords: money supply, interest rate, inflation introduction one of the macro-economic indicators that are used to see the stability of the economy of a country is inflation. inflation is the increase in the prices of goods in general and applies continuously. this does not mean that the price of various goods rose by percentage. in this case, there can be the increases in a general price of goods continuously for a certain period, but if the increases that occurred only once although in a considerable percentage, it is not called as inflation. high inflation and an unstable reflection of the trend of rising price levels for goods and services are in general and continuously over a given period. the rise in the price level of goods production will affect the decline in production in the next period. furthermore, it will impact on the decline in investment. the decline in investment leads to national income will drop, which in turn affects the stability of economic activity. based on the financial and economic statistics indonesia, the inflation in 2000 – 2014 fluctuates. the highest inflation rate is in 2005 at 17,11%, and the lowest is in 2009 at 2,78%. inflation period 2000 2014 can be seen in table 1. table 1 inflation in indonesia at 2000-2014 year inflation change 2000 9,35 2001 12,55 3,2 2002 10,03 -2,52 2003 5,16 -4,87 2004 6,40 1,24 2005 17,11 10,71 10  journal the winners, vol. 17 no. 1, march 2016: 9-18  table 1 inflation in indonesia at 2000-2014 (continued) (source: bps) many factors that affect the rate of inflation including the money supply and interest rates. a country's economic activity is never separated from money activities. then, payment means money payment transactions regarding the amount of money in circulation. changes in the money supply will affect the economic activities in various sectors. increasing the excessive money supply can be boosted prices (high inflation) that exceeded the expected level so that in the long term could undermine economic growth. conversely, if the increase in the money supply is very low, the economic downturn will occur. if this continues, the prosperity of society as a whole, in turn, will decrease. thus, management of the money supply must always be done with care by considering the effect that will occur (angraini, 2012). the interest rate is one indicator of a healthy or unhealthy economy of a country. the interest rate is high or low will greatly affect the economy. the high-interest rates will encourage investors to put money in the bank rather than investing in the industrial sector, and the greater risk of inflation can be controlled. conversely, when the interest rate falls, people are more likely to hold money from the savings in banks which caused the money supply increases. this makes the price of goods will increase. the issues that will be examined in this article are (a) is there any influence of the money supply and interest rate of inflation in indonesia partially? (b) is there any influence of the money supply and interest rate on inflation in indonesia simultaneously? while research purposes of this study are (a) to find out the effect of the money supply and interest on inflation in indonesia partially, (b) to find out influence of the money supply and interest rate on inflation in indonesia simultaneously. methods this research uses quantitative methods by using approach deductive and inductive departing from the framework theory. the idea of experts or understanding the researcher based on his experiences that later developed into the problems and their solution proposed for justification in the form of support of empirical data in the field (tanzeh, 2009). in this study, quantitative method is regressional, which aims to see the effect of one variable to another variable. the technique of data collection is a way of collecting data that needed to answer the research problem formulation. the technique primarily is used in data collection of this article is a research library that the data collection in the form of documentation and other references from third parties. this article is limited to annual quantitative analyzing secondary data in the period between the years year inflation change 2006 6,60 -10,51 2007 6,59 -0,01 2008 11,06 4,47 2009 2,78 -8,28 2010 6,96 4,18 2011 3,79 -3,17 2012 4,30 0,51 2013 8,38 4,08 2014 8,36 -0,02 analysis of the money supply …… (darman) 11  2000 2014 with the availability considerations data. data are any explanation or information on matters relating to the overall purpose of this research that using secondary data. secondary data used for the article is conducted on the object that is macro and easily to get. data are processed in accordance with the needs of the model used. sources of data are derived from various sources, including indonesia statistics that published by the central statistics agency, economic and financial statistics indonesia, the monetary policy report that published by bank indonesia, and peer-reviewed scientific journals and other literature relating to the topic of this research. in addition, the authors also conduct a literature study to get the theory behind the research. literature study is obtained through scientific journals and libraries. data analysis method is the processing of research data to obtain a conclusion after research data collected. methods of data analysis in this study are the quantitative analysis technique simple regression and multiple linear regressions that are previously held assumption classical test. in this article, analysis of the data processed uses the program statistical product and service solutions (spss) version 20. the method of analysis uses simple regression analysis, multiple regression analysis, and hypothesis thesis. simple regression analysis is based on the functional relationship between independent variables with no dependent variable. the general formula of simple regression analysis is: y = a + bx + e (1) where y= dependent variable x = independent variaebel a= a constant value b = coefficient of regression e = error term in a simple regression analysis, variables to be analyzed are as money supply (x1) on inflation (y) and interest rate (x2) on inflation (y). multiple regression analysis is used to test the effect of independent variables on the dependent variable, in which multiple regressions is the number of independent variables that will be tested more than one.in multiple regression analysis, the variables will be analyzed.the general formula of multiple regressionis: y = a + b1x1 + b2x2 + e (2) where y = dependent variable x = independent variable a = a constant value b = coefficient of regression e = error term then, the hypothesis is a statement that will be verifiable. test hypothesis is partial test (t-test) and a simultaneous test (f test). the partial test is used to test each independent variable whether the money supply (x1), interest rates (x2) has the positive and significant effect on the dependent variable, namely inflation (y) partially. rule decision by t-test is using spss version 20 with significance level is set at 5% as follows (1) if the significance value > 0,05, then ho is accepted and ha is rejected, or partially independent variable has no effect on the dependent variable; (2) if the 12  journal the winners, vol. 17 no. 1, march 2016: 9-18  significance value < 0,05, then ho is rejected, and ha is accepted, or partially independent variables affect the dependent variable discount. the simultaneous test is used to see if the independent variable is total money supply (x1) and interest (x2) together have a positive and significant impact on the dependent variable, namely inflation (y). criteria for decision making in the f test using spss version 20 with a significance level of 5% set is as follows (1) if the significance value > 0,05, then ho is accepted and ha is rejected, or not independent variables can explain the dependent variable or no influence between the variables tested; (2) if the significance value < 0,05, then ho is rejected, and ha accepted, or independent variables can explain the dependent variable or no influence between the variables tested. there are several researches has discussed about this topic. research byherlambang (2012) that based on the results of multiple regression analysis states, the money supply, the government policy in the form of monetary policy that are able to increase the money supply can be carried out because it does not affect the rate of inflation. the exchange rate is not significant and positive impact on inflation. when the government risesthe interest rates sbi (sertifikat bank indonesia/bank indonesia certificates), government needs to conduct other policies that encourage people to be more productive, rather than lowering the profit from interest. while the sbi interest rate have a significant effect on inflation. the exchange rate (usd) is not significant to inflation hence the need for government efforts to stabilize the rupiah exchange rate against the dollar. research conducted by nova riana (2008), with linear multiple regression analysis, has found that the changes of sbi interest rate, exchange rates, and money supply provide a response to the effects of changes in inflation. multiple regression analysis results liner stated that the biggest surprise explanatory fluctuations in inflation to interest rate changes sbi against inflation. the effect of changes in inflation surprises on the declining fluctuation changes but it still provides a great impact. on changes in inflation gives less influence in explaining the variation of exchange rate changes and the money supply changes. however, the ability of the inflation surprises more increased. in the speed of exchange rate is adjustments and significant enough to return to equilibrium. by using multiple linear regression shows that the money supply, the sbi interest rate, and exchange rate have significant contribution in influencing inflation in indonesia. while conducting research on "the effect of the interest rate of sbi and the money supply on inflation rate in indonesia from 1995-2004" by using multiple regression analysis,calculation shows that the variable interest rate of sbi has a negative and significant effect on the inflation rate. a variable amount of money in circulation has a positive and significant impact on the inflation rate. with the value of adjusted r-square statistic (r2) of 0,75, which means the independent variable in the regression model after adjusting held can explain the variation of thedependent variable by 75% and the rest is explained by other factors outside the equation. this may implies that the variable interest rate of sbi and the money supply can be explained by the strength 75% of the inflation rate in indonesia.rahmawati (2011) in her research has said that inflation is strongly influenced by the money supply and interest rates. results and discussions in simple regression analysis, it finds out that how much influence between the money supply on inflation presented in following table 2, 3, and 4. it shows the effect of jub (jumlah uang beredar/the money supply) (x1) against inflation (y). analysis of the money supply …… (darman) 13  table 2 anovaa of jub against inflation model sum of squares df mean square f sig. regression 20,539 1 20,539 1,543 0,236b residual 173,032 13 13,310 tot total 193,571 14 depenndent variable: inflation predictors: (constant), jub anova a significant level in table 2 is 0,236 less than 0,05, so it can be concluded that the money supply (x1) has no effect on inflation (y) or decision is 0,236 > 0,05. it can be said that there is no influence between jub on inflation. table 3 model summarybof jub against inflation model r square adjusted r square std. error of the estimate 1 0,106 0,037 3,64831 predictors: (constant), jub dependent variable: inflation the decision is 0,326 < 0,5r = + with conclusion that there is no strong and direct relationship between jub with inflation. table 4 coefficientsaof jub against inflation model unstandardized coefficients standardized coefficients t sig. b std. error beta (constant) 10,170 2,012 5,055 0,000 jub -1,201e-006 0,000 -,326 -1,242 0,236 depependent variable: inflation regression equations: y = a + bx1 (1) a = constant value b = regression coefficients y = inflation x1 = jub y = 10,170 + (-1,201) x1 or y = 10,17 01,201x1 the following table 5, 6, and 7 show the influence of interest rates (x2) against inflation (y). 14  journal the winners, vol. 17 no. 1, march 2016: 9-18  table 5 anovaa of interest rates againts inflation model sum of squares df mean square f sig. regression 111,713 1 111,713 17,741 0,001b residual 81,858 13 6,297 total 193,571 14 a. dependent variable: inflation b. predictors: (constant), interest rate the decision is 0,001 > 0,05 with conclusion that there is no effect between interest rate (x2) against inflation (y). table 6 model summarybof interest ratesagaints inflation model r r square udjusted r square std. error of the estimate 1 0,760a 0,577 0,545 2,50934 redictors: (constant), interest rate b. dependent variable: inflation the decision is 0760 > 0,5 and r = + with conclusion that the existence of a strong and direct relationship between interest rates with inflation. table 7 coefficientsa of interest rates agiants inflation model unstandardized coefficients standardized coefficients t sig. b std. error beta (constant) 0,119 1,971 0,060 0,953 interest rate 0,891 0,212 0,760 4,212 0,001 dependent variable: inflation regression equations: y = a + bx2 (2) a = constant value b = regression coefficients y = inflation x2 = interest rate y = 0,119 + 0,891 x2 in table 8, 9, and 10 show the effect of jub (x1) and the interst rate (x2) against inflation (y) withmultipleregeression results. table 8 anovaaof jub (x1) and the interest rate (x2) againts inflation (y) model sum of squares df mean square f sig. regression 113,834 2 56,917 8,566 0,005b residual 79,737 12 6,645 total 193,571 14 dependent variable: inflation analysis of the money supply …… (darman) 15  the decision is 0,005 > 0,05 with conclusion that there is no influence between jub and interest rates on inflation. table 9 model summarybof jub (x1) and the interest rate (x2) againts inflation (y) the decision is 0,767 > 0,5 and r = +, with conclusion that the existence of a strong and direct relationship between the jub and interest rates on inflation. table 10 coefficientsa of jub (x1) and the interest rate (x2) againts inflation (y) regression equations: y = a + bx1 + bx2 (3) a = constant value b = regression coefficients y = inflation x1 = jub x2 = interest rate y = -1,429 + 4,600x1 + 0,971x2 table 11 shows the test result t (partial) variable jub (x1) against inflation (y): table 11 coefficientsa of the test result t (partial) variable jub (x1) against inflation (y) model unstandardized coefficients standardized coefficients t sig. b std. error beta (constant) 10,170 2,012 5,055 0,000 jub -1,201e-006 0,000 -,326 -1,242 0,236 dependent variable: inflation the decision is sig 0,236 > 0,05 and t count (-1,242) < 1,77, with conclusion that partial jub has no influence on inflation. model r r square adjusted r square std. error of the estimate 1 0,767a 0,588 0,519 2,57774 predictors: (constant), jub, interest rate dependent variable: inflation model unstandardized coefficients standardized coefficients t sig. b std. error beta (constant) -1,429 3,406 -0,419 0,682 interest rate 0,971 0,259 0,828 3,747 0,003 jub 4,60e-07 0 0,125 0,565 0,582 a. d dependent variable: inflation 16  journal the winners, vol. 17 no. 1, march 2016: 9-18  table 12 coefficientsaof test t variable interest rate (x2) against inflation (y) model unstandardized coefficients standardized coefficients t sig. b std. error beta (constant) 0,119 1,971 0,060 0,953 interest rate 0,891 0,212 0,760 4,212 0,001 dependent variable: inflation the decision of table 12 is sig 0,001 > 0,05 and t calculate 4,212 > 1,77. while the test results f (simultaneous) shows in table 13. table 13 anovaaof test f variable jub (x1) and interest (x2) against inflation (y) model sum of squares df mean square f sig. regression 113,834 2 56,917 8,566 0,005b residual 79,737 12 6,645 total 193,571 14 a. dependent variable: inflation b. ppredictors: (constant), jub, interesr rate the decision of table 12 is sig 0,005 > 0,05 and 8,556 f count > 3,89. conclusion this article aims to assess the effect of the money supply, the interest rate bi (bank indonesia) on the inflation rate in indonesia during the period 2000 2014 using simple linear regression and multiple regression linear. from the analysis and discussion that has been done, it can be concluded that to know the influence of the money supply on inflation and interest rates on inflation do partial test (t-test). because t count = 0,236 is smaller than t alpha = 0,05 so it can be concluded that the money supply (x1) has no effect on inflation (y). the next test variable x2 to y where t is also smaller than t alpha, and it is also concluded that interest rate (x2) has no effect on inflation (y). then to determine how much influence the money supply (x1) and interest rates (x2) on inflation in indonesia that conducted the simultaneous test (f test). in conclusion, since f count is larger than f table, then the null hypothesis is rejected, and the hypothesis is the acceptable alternative. that is jointly variable in the money supply and interest rate effect on inflation in indonesia. based on the conclusions from the results, then this part put forward some suggestions and recommendations as for controlling inflation through monetary policy can be achieved by controlling the money supply. the increase in the money supply should correspond to the real needs of society and adjusted with the inflation target of the bank of indonesia. inflation can be suppressed with highinterest rates so that people are more likely to save money in the bank. for further research is recommended to add other variables that are expected to seek the best solution to overcome inflation in indonesia. analysis of the money supply …… (darman) 17  references angraini, n. (2012). analisis pendapatan nasional, tingkat suku bunga sbi dan giro wajib minimum terhadap jumlah uang beredar di indonesia. pekanbaru: universitas riau. herlambang, h. (2012). analisis pengaruh jumlah uang beredar, suku bunga sbi, nilai tukar terhadap tingkat inflasi. jakarta: fakultas ekonomi universitas trisakti. rahmawati. (2011). pengaruh jumlah uang beredar, pengeluaran pemerintah, dan suku bunga terhadap tingkat inflasi di nanggaroe aceh darusalam. jurnal aplikasi manajemen, 9 (1), 177-188. riana, n. (2008). pengaruh suku bunga sbi, nilai tukar dan jumlah uang beredar terhadap inflasi di indonesia. jakarta: universitas trisakti. tanzeh, a. (2009). pengantar metode penelitian. yogyakarta: teras. 18  journal the winners, vol. 17 no. 1, march 2016: 9-18  appendix table 1 development of inflation, jub, and interest rate in indonesia 2000-2014 year inflation (%) y jub (billion) x1 interest rate (%) x2 2000 9,35 747,028 12,05 2001 12,55 786,741 16,59 2002 10,03 849,410 12,84 2003 5,16 944,366 6,61 2004 6,40 1,033,877 6,17 2005 17,11 1,202,722 11,84 2006 6,60 1,382,493 8,71 2007 6,59 1,649,662 8,00 2008 11,06 1,895,839 9,25 2009 2,78 2,141,384 6,50 2010 6,96 2,010,707 6,50 2011 3,79 2,571,213 6,00 2012 4,3 3,043,937 5,75 2013 8,38 3,465,392 7,02 2014 8,36 3,867,680 8,17 microsoft word 01_chandra w.w._internet commerce.doc internet commerce managing… (chandra wibowo widhianto) 1 internet commerce managing financial on the internet chandra wibowo widhianto1 abstract article explain how to business through internet which are web business clarification, strategy effect, how to make profit, and business electronic changes consist of criptografy, edi, signature, digital notarisation, file, payment, and how to get succes in internet business. keywords: internet, commerce, financial abstrak artikel menjelaskan cara berbisnis melalui internet meliputi klarifkasi berbisinis di web, dampak strategi, cara mendapatkan uang, dan perubahan elektronik bisnis yang terdiri atas kriptografi, edi, tanda tangan, notarisasi digital, arsip, pembayaran, serta cara mencapai keberhasilan berbisnis di internet. kata kunci: internet, perdagangan, keuangan 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 2 no. 1, maret 2001: 1-11 2 introduction commerce on the web the web is now ready for the next generation pf companies. secure electronic payment system are the defining factors that will enable companies, large and small, to profit by selling online. smart business people are keeping a close eye on their own digital storefronts. the internet is worldwide network consisting of connected regional network using a common protocol suite, the internet protocol suite (ips). system connected to the internet have access to huge range of service and information. worldwide wide web (www) is a system for organizing information on the internet tools that allow people to navigate or browse the world wide web simply by pointing and clicking. the present and future facts that every kind of business you can imagine has entered the online world, supermarket stores, software companies, bookstore, bridal salons, toyshops, photography studios, music stores, publisher and many. and the truth is that most of them had no idea what they were getting into when they started : however, many companies, do have successful web presence. some properties of information that influence its potential commercial value include. 1. it is reusable. unlike physical products, information can be sold without transferring ownership. as one information provide observed. 2. it can be used as an efficient and effective substitute for labor. these substitution effect are most visible in information intensive, complex and time dependent activities. 3. the time value of information also increase at the speed of business increases. in the 1990s, the traditional approach of measuring the money value of time. in the same way, two powerful information management tools-the www and user friendly information “browser” – have transformed the internet from a tool for dedicated techniques to a power house of information and vast network of communication for everyone. just the customer can sign up for automatic product update get customer support online, view demos and characteristics of product and service, download for free software and tap into additional resource. so, business are being very creative and using a variety of strategies to get noticed on the web. with the web’s flashy graphics, marketing and advertising are a natural fit. companies with hot web sites are capturing the business world’s imagination. most companies are advertising , but not selling, on the web – their emphasis is on telling not selling. as the elements of electronic commerce are folded into these marketing and advertising sites, selling will take precedence over telling. inevitably, companies will want to see a return on their web investment. electronic commerce, therefore, will be the next big push. companies successful selling on the web today are marketing known commodities with consistent quality, such as cds, magazines and brand – name computer equipment. another thing are little big difficult, such as clothing, how will you can fit it? is color on the screen the real color? but given the tremendous success of apparel catalog sales in recent years, one can only surmise that some of business will move to the web. internet commerce managing… (chandra wibowo widhianto) 3 companies are getting that web profits will eventually follow their web presence. web advocates believe that online commerce is the next natural progression. like a television makes its money through advertising. the web is marketing channel too. can the web be far behind ? when internet commerce standards emerge as they did for the credit industry with visa. mastercard and american express, presence will translate in to cash. the effects for the companies we don’t have to be rich and powerful to launch a business on the www. because of that, the small companies can and are masquerading as big companies – the web enables a small company to project a professional, interesting , wide –reaching global image. the battle will go to those with the best overall strategy, not the biggest budgets. large companies have an advantage over smaller company because they can more easily generate publicity publicity for their sites thorough traditional media, such as by including their world wide web address in radio and television sports, sending out press releases, and adding an image of their web pages to printed ads and brochures. but they also have a disadvantage – expectation for them are high , especially if their traditional advertising has created a strong company image. large companies need to invest substantially more many in setting up a highly sophisticated site to satisfy people’s expectations. the important for competition is powerful motivator. because the web is a new medium, creativity abounds and as new technology continue to emerge, web pages will continue to involve. so, creative sites are drawling attention, the strategy is provide an interesting and excellent pages on the sites. don’t be a dried sites and people never see. web site business strategies shopping on the web is still new. a customer’s natural tendency is to resist anything new, especially when money is involvedit took more than the decade , for example , before people were comfortable with atm machines. people will need to see an advantage when doing business with the company on the web. successful merchant understand this and offer discounts. once a presence has been established, prices slowly rise. even when offering discounts, many companies come out ahead. by cutting out the cost of distributing goods to retail, a factor that can account for 70 percent of the final cost of many goods, firms can offer lower prices while maintaining higher margins. these strategies are discussed later in the chapter and include the following : just the goods, leveraged information, unique service, coupons, email, subscriptions, contests, special, free searches, free merchandise, compilation of strategies and malls. making money setting up a web site is not a guaranteed revenue generator by any stretch of the imagination. the web in many respects is still in its infancy: however, secure electronics payment system are believed to be the definitive to unleashing the business potential or this medium. journal the winners, vol. 2 no. 1, maret 2001: 1-11 4 some companies are making substantial profits from this technology and those companies are the usual suspects, software and hardware companies, computer publisher, internet service providers and consultants. the people making the money today are the people with the expertise or equipment to establish a business on the web. for most business, the www is still a sideshow to their main business as they determine if long – term opportunity really exist on the internet. discussion the internet commerce revolution the aims of this chapter is to introduced a new technology that are expanding the realm of electronic commerce to the internet and small business. each of the key components of commerce (contracts, signatures, notaries, payment system, and audit trails) are supported in new electronic commerce. furthermore, these technologies are cheap and easy to use. merchants should understand all of these technologies, but should pay particular attention to the payment system selected. electronic payment system are envolving rapidly , so a set criteria was presented that any merchant can use to evaluated any payment system that may come along. different payment system currently available are discussed and a method of evaluating those competing system is presented. the other problem is known as the double – spending ; offline electronic cash stored on a pc is nothing more than a bunch of bits on your hard disk. creating copies of electronic dollar bills is thus quite easy – no need to buy a high – priced color copier to copy cash here. by creating copies of electronics cash, anyone could start with a penny at eight on the morning and be a millionaire by noon. how are people prevented from copying electronic cash and spending it twice ? the answer to this question will play a key role in the success of offline electronics cash. public key cryptography cryptography is the science of scrambling message so that they cannot read. ordinary cryptography schemes rely on a high – tech secret – decoder ring., which, just like the matching secret – decoder rings buried in cereal boxes, is needed by both the sender and the reader in order to read message. the big breakthrough that mad advances in electronics commerce possible happened in the late seventies, when a group of research develop what is now known as public key cryptography. public key cryptography splits the decoder ring into two parts, called keys one key made public, the public key and other is carefully guarded the private key. the two keys always come in pairs. if the private key is ever compromised, the whole system breaks down. electronic data interchange electronic cash is just one application of advanced cryptography revolutionizing the field of electronic data interchange (edi). edi specifies the format for a set of standard message. business exchange edi message with other businesses to order and pay for goods, check on internet commerce managing… (chandra wibowo widhianto) 5 parts availability, ship supplies, and more. edi is essentially an electronic document – there are edi purchase orders, edi quotes, edi authorizations, edi verification of delivery and so on. a clearinghouse collets various edi payment authorizations from customer and settles accounts once a day. until recently, edi message exchange between business were sent over leased lines not the internet. edi offers several advantages to business. big business have been participating in these clearinghouse payment schemes for a number of years. while edi does eliminate unnecessary paperwork for business, the real advantages of edi are that it gives a businessincreased capability to track orders and inventories electronically. another important benefit of edi is that companies control their money at all times, preventing banks from collecting interest on customer money as it “floats” in between accounts. digital signatures digital signature enable one partly to sign a document with a personal signature. the document receiver can look at digital signature of the sender and determine whether the document was altered since it was signed. digital signature have several advantage over paper signatures, as flower, they can not be easily forget, they make document tampering obvious, they can be verified at a distance, they can be verified by someone who has never meet the signer and they are valid for copies, as well was for the original. digital signature, combined with trusted timestamp services, enable nonrepudiable transaction ( transaction that be denied after the fact). digital signature prove the identity of a signer and trusted timestamp service guarantees the time of signing. timestamp service are provide by digital notaries. digital notarization digital notarization certifies internal document trails, making it possible for companies to use electronic forms for critical information. providing a digital audit trail role of the digital notary. a digital notary system gives research a way to keep electronic histories of their projects by automatically notarizing their daily records. this process provide a solid document history of development projects. also, digital notaries are useful for certifying financial records, contracts and research papers. the following companies and organizations will benefit by using digital notarization, law enforcement agencies, accounting firm, hospitals, banks, law firm and wall street. electronic archiving electronic archiving is the process of saving and maintaining historical records in electronic format. more is involved than just backing up tapes and storing them in safe. any company interested in widespread use of digital notarization will also want to investigate electronic archiving in order to save notarization document. journal the winners, vol. 2 no. 1, maret 2001: 1-11 6 electronic payment system electronic payment system (epss) comes in a variety of form. for our purpose, an eps is any method of getting paid online. the perfect eps fulfills the following requirements. 1. cannot be lost, stolen, or forged; 2. has zero transaction cost; 3. is acceptable worldwide; 4. can be used for any size payment, from a penny to several billion dollars or more; 5. support credit and debit payment; 6. instantaneously transfers money between the customer and merchant. electronics checks involved the sane level of security and general payment system set up as electronic credit cards. the difference is that instead of using an id number, the bank issues you a whole set of numbers-similar to a checkbook without the checks also provides routine tracking of the checks that you have written. these electronic checks can bounce, just like an ordinary check. electronic cash it is a digital equivalent of dollars an cents. the technology necessary for cash transaction online is the same private keys so those customer can withdraw and deposit electronic cash. electronic cash can be more convenient and flexible than traditional money, and in some forms offers the same level of anonymity as regular cash. privacy and mechanics of getting paid electronic payment system vary in their answer to the following questions. 1. when does the merchant’s account get credited ? 2. when does the customer’s account get debited ? 3. can the electronic cash be lost or stolen ? 4. are purchased anonymous ? 5. who is liable for forget or contested payment ? merchants and customer must understand the difference between debit and credit systems, system work like a credit card → put the money in and then spend it. credit system work like a credit card → spend first, pay letter. credit systems use digital signatures and timestamps to replace the paper trail provided with credit card slips today. electronic payment systems can be devided into two categories : (1) identified epss : stamps each transaction with the identify of the customer, leaving a paper trail like an electronic credit card and (2) anonymous epss : work the same as currency consumer can use anonymous epss without identifying themselves. each of the two eps categories is further subdivided into offline an online. internet commerce managing… (chandra wibowo widhianto) 7 winning with your digital storefront people can sell products, services, advertising and information on the world wide web if they are smart about it and at the very last, they can promote our existing business. a repeat customer base is important to succeed in both the online and offline worlds. repeat business depends on knowing our customer. identifying customer and developing profiles is something that is just beginning to be explored on the web. ultimately, consumer attitudes toward the web will drive the success of digital storefronts. anticipating the needs and wants of your likely clientele is the first in shaping customer attitudes. the following are strategies that we can use to locate our digital storefront in cyberspace: 1. generate a plan before starting a business, most people put together some sort of business plan approach taking your business to the web in the same thoughtful manner. if you are already have a business and are establishing your first web site or if you are already have and are establishing your first web site or if you are launching a new purely web–based, you plan by asking yourself these important questions: why, what, who, how and when. use your answer to these questions to generate a list of priorities and establish a focus before your begin development of your digital storefront. also, use you list of priorities to help you establish some sort–term and long–term goals and then keep them is perspective as you continue to develop your online business. 2. use content and more content the web is an information medium, if you don’t have any worth while information to offer, you are totally exposed and no one will take you seriously. make certain that only good; solid, accurate information gets the widespread exposure the web offers. make your best information east to locate. every storefront should have the following information on the storefront :a header that clearly identifies who you are and what you sell, an e-mail address, copyright information as it applies to online content, contract information, mailing address ,a fax number and phone number. 3. have clear, concise, and direct message although the important of providing content was just stressed, understand that quality does not mean quality. textually dense sites are tiresome and they get in the way of doing business. concentrate on capturing the essence of your business without overdoing the message. avoid does information overload and get to the point. within your clicks, you can select a product, read about it, make a purchase and be entertained in the process. 4. put your best face forward organize your storefront so that all of your core options in view without the customer have to scroll to see more. if you have a number of links, present them in an organized manner, journal the winners, vol. 2 no. 1, maret 2001: 1-11 8 grouping similar links together. this approach gives your page a clean rather than a cluttered look. 5. make storefront interactive and e asy to navigate you want your digital store to be easy to use, fun to use and fast. set up purposeful and meaningful links. don’t send customer an wild goose chases through your site unnecessarily. utilize the interactive nature of the web to your advantage and remember that people browsing on the web are learners, not just passive receivers of information. your storefront must have more to offer than just picture and text. give your customers something to do. make it as interactive as possible. 6. entertain people like to be entertained, they activity pursue a good time. if your online store is fun, customer will visit. be carefully, however, that the entertaining qualities of your web site do not over shadow your message. finding a balance between entertainment, content and a great product of service targeted at specific groups is the foundation of successful web site. 7. offer giveaways as incentives frequent content and giveaway draw crowds. online coupons and store discounts can increase retail store traffic. 8. offer discounts selling at a discount will be a must for business venturing onto the web, at least in the early days. the point is price is always a great motivator. 9. update your storefront frequently change your display as much as money and time will allow; fortunately , may changes that can made on the web site do not necessary have to cost you anything extra. 10. integrate humor into your storefront humor is an effective tool, but difficult to do well. 11. project a bigger than you are professional image a few professional – looking graphics go a long way to boosting your image. provide content that is well thought out and professionally presented. no one who meets you for the first time online needs to know how big your company actually is, so consider putting effort into looking than you really are. you can accomplish this by projecting an expert image. 12. make purchasing easy the easier you make the process of buying, the more likely it is that you will generate revenue. so make the process as quick and painless as possible. internet commerce managing… (chandra wibowo widhianto) 9 13. monitor your web activity programs are becoming available to track user activity at the web sites. 14. known your competition the web makes the monitoring of your competition easier, so take advantage of it. who has the good ideas ? who is falling ? who is taking risk ? what’s the next trend ? and so. 15. make certain your storefront is error prevent as many as you can having more than one–person review your web site. test and retest before you go to market. 16. draw a crowd virtually nothing is known about how to effectively develop store fronts to maximize business. 17. maximize your visibility many businesses are taking a multiple strategy approach to get people to their storefronts., because they know that visibility helps to build credibility. as the internet continues to grow ,it will become easier to get lost in the sea of information. 18. adversity adversity are beginning to partner up with web provider or starting their own internal shops. they are also beginning to realize that advertising on the web requires smart target marketing that takes advantage of the web’s unique ability to get immediate customer feedback. internet service providers the web has brought back the old business of timesharing – renting space on someone else’s computer. about 55 percent of the fortune 1000 companies are building their was sites internally, while the other 35 percent are turning to the internet service providers for the following reasons. 1. to became a hot site, you must take advantage of the latest technology, which is time– consuming given the constant stream of update that must be tested and installed. 2. a full–time staff is often needed just to keep a site running. because web technology is often used solely for external customers, the employee time investment in this specialized technology cannot be justified. playing with the web technology is a distraction for most business, especially if it is not one of their core competencies. 3. security is compelling concern for business . specialist are required to truly isolated internal computer from the internet. most companies simply do not want to take the risk that a hacker will penetrate their internal systems. 4. real access security that isps can offer provide multistaged access control, monitoring of personal with access to equipment and 24 –hour per day guards. journal the winners, vol. 2 no. 1, maret 2001: 1-11 10 5. real physics security is taken care by isps – floor rooms, power supplies, air conditioning, physical location, and network link. 6. cost is a motivating force. many internet service provider can provide a web site complete with graphics for less than the cost of the hardware and communication required to run your own site. 7. many companies start with slow lines, such as 14.4 or 56 kb lines. isps often high-speed connectivity, multiple t1, and t3 connectivity to main internet hubs. 8. isps other headache – free management control with their pre-exiting, proven policies for operation and security. 9. isps can provide automated backup and offsite storage. 10. system administrator if applicable do not need to learn obscure unix commands and tcp/ip setup parameter. 11. isps offer one-stop shopping – no need to talk to internic for a domain registration., telco for lines, router vendor for firewalls and so on. the isps does it all your simply write the check. because everyone is rushing to the web, most providers have more business than they can handle. many new providers are arriving on the scene the remarkable rate. be selective. make certain that the isp you select can meet you individual business needs. agents more and more sites are now being established on the web, covering nearly every conceivable topic. manually searching through the maze is becoming a time consuming and expensive proposition. agent are being develop to help speed these search. agent based search tool will enable customer to search for the most competitive price or find general points of interest on the internet. a software agent is a computer program that is a mobile autonomous enity traveling around cyberspace on your behalf. an intelligent agent can go off and do useful thing for you as your representative in the marketplace, such as buying and selling goods and service. individuals, groups and institutions can own software agents and instruct them to access certain kinds of information and exchange information with other people and agents in cyberspace. agents take what customers what and automatically search the internet for matches. as a customers, you out a 50 –200 question survey about yourself and buying habits. the results of the search will generate a home page on your browser. the agents search continually, even while you sleep. the agent doesn’t run on your workstation, but rather than on an agent provider’s machine. when you log on in the morning, the agent maybe posted 30 items retrieved from all over web. you can quickly look the result and determine which pertain to your life. the agent become highly personalized tool for you. agent provider benefit also, because they know about you they can sell to adversity. future of internet commerce the future for online is very bright indeed. everyone is preparing. retailer and bank across the country are rushing to establish system that will secure consumer trust. the government is trying to come up with standard for epss and is monitoring commercial traffoc over the internet. the current commercial online service continue to spend their shopping areas. thousands internet commerce managing… (chandra wibowo widhianto) 11 of copies of world wide web browsers are download daily. city – by-necessary to handle the sophisticated video, graphics, text, and sound commonly found on today’s web pages, but as is usually the case, the technology is a head of the infrastructure. the most complex, high risk and potentially costly with internet experimentation is the security risk, and companies must consider this issue carefully from the outset. the last question are : is your company capitalizing on the potential benefits of electronic commerce ? could action you should take prempt competitive actions by other? conclusion the market moves on. each of use, through our individual action, helps to shape the technology future. consumerce will pick the winners and losers in the digital marketplace. the technology is still in its infancy. changes that seem to be just around the corner may in fact be many years away. we believe that the adaption of the new technology will take considerable time. after all, many corporations are still running their business using twenty year – old technologies. only the last few years has client server technology has been well well understood for many, many years. still, once the majority of consumers have made up their minds on digital storefront, the rest of us will follow along. whether you call it evolution or revolution., change is coming. communications technology will reach into all aspects of our society. the united stated is leading the storefront will come. the only question is when ? do you believe it will be happen because of the globally economic crisis? then, the internet is an unsecured network. connection a corporate network, no matter how secure hosts are the internet will place resource at risk. system with confidential data should not be connected. maintaining security and integrity of information across inter organizational boundaries is always a challenge on the internet. references applegate, l.m., f. w.mcfarlan, and j.l mckenney. 1997. corporate information systems management: text and cases. 4th edition. usa: irwin/ mcgraw-hill. dahl, andrew and leslie lesnick.1996. internet commerce. addition wesley publishing company inc. milosevic, z. and a. bond. 1995. “electronic commerce in the internet; what is still missing?,” url: http://info.isoc.org/hmp/paper/096?html?paper.html. wigand, rolf t. and robert 1benjamin. 1997. “electronic commerce: effects on electronic markets,” url: http://www.use.edu/dept/annenberg/voll/issue3/wigand.html. microsoft word 06_cb_murty_rev1.docx the alternative business psychology…… (murty magda pane) 47  the alternative business psychology application in green industry program towards the competitiveness of asean economic community 2016 murty magda pane character building development center, bina nusantara university jl. kemanggisan ilir iii no. 45. kemanggisan, palmerah, jakarta barat, 11480 murty.pane@binus.ac.id abstract penetrating the era of the asean economic community, the requisite of national business environment to prevail the competitionwas more exorbitant and formidable. a corporation could implement a program of green industry from the government to improve the effectiveness and efficiency.in enhancing the efficiency of green industry implementation, a corporate attempted to apply the theories in business psychology as an alternative of intervention.the objective of this study was to give the alternative intervention to the manufacturing business in implementing the green industry program. this study used the literature study as a method and limited the scope to develop the organization using the theory of business psychology as the intervention. the change management as part of the business psychology is the result of study after comparing the theories in the literature study method. keywords: business psychology, green industry program, effectiveness, efficiency, competitiveness, change management, asean economic community introduction the year of 2016 has been declared as the initiation of asean economic community (aec) era as an entity of realization of the ultimate goal of economic integration in the southeast asia. in this era, free trade influences of both goods and services among asean countries. the incursion of the workforce transpires autonomously in addition to the commerce. the stringent competition is inevitable. in addition to limited natural resources, the human resources required should be aligned towards the level of expertise and capability in order to meet the quality standards and several requirements to outplay a global business competition. moreover, aec will be fully integrated into the global economy. by the integration, all asean countries behoove an equitable economy and notable insignificant great distance between one and the other countries in terms of economy. encountering the proposition that indonesia as a part of asean, it should favorably prepare in order not to trail in the competition.various efforts to improve competitiveness in the business should be undergone intensively. endeavors must be projected in order to be the best at the asean level instead of nationwide. because of myriad cooperation format among asean countries including in achieving the level of economic fairness, it should be considered a contribution to the supply network to develop a package of technical assistance to less developed asean countries. these factors of the condition of a company should not only be on the level of business survival but more in surplus, since they have provided assistance to the other party. the aid will help to create a fair climate competition, in addition to the policies of the authorities so that entrepreneurs can undertake business comfortably. 48   journal the winners, vol. 17 no. 1, march 2016: 47-57  facilitating the distribution of aid is certainly required a firm cooperation among asean countries. the configurations are (1) human resource development and capacity building; (2) recognition of professional qualifications; (3) imminent consultation to the macroeconomic and financial policies; (4) step by step in trade financing; (5) improving the infrastructure; (6) the development of electronic transactions through e-asean; (7) integrating the industry throughout the region to promote local resources; (8) increasing the involvement of the private sector to build the asean economic community (aec). based on the cooperation, external trade for asean, and the demand for an asean community play a prominent role. hence, we should be recognized the main characteristics of the asean economic community (aec), namely the single market and production base, the competitive economic area, the region of equitable economic development, the replete integrated are in the global economy. these characteristics are bond to each other sturdily. by incorporating the required elements of each characteristic, we have to be appropriately ensured the consistency and coherence of the elements and implementation. it should also reckon the importance of mutual coordination among the relevant stakeholders (seputar pengertian, 2014). considering the various factors, a corporation could employ the attendants from various countries in the asean area. a corporation considers the possibility in maintaining the quality of labor’s existence to remain at the level expected. taking into consideration of these factors, employers obviously commence considering the effectiveness and efficiency of operating a business. one of the most influenced factors in evolving the effectiveness is the qualification improvement and labor skills. meanwhile, a highly influential factor in increasing efficiency is the dexterity of the process, especially on the business in the field of manufacturing and partly extraction. representing of the indonesian government, ministry of industry has supported the efforts to increase the effectiveness and efficiency of the program by the convening of the green industry award. the program is launched as that the government aware the construction industry has a positive impact on the micro and macro scale to the economy. the positive impact of micro scale is depicted from the results indicated the industrial development of the share of gdp, export share, and job creation. while the positive impact of the macro scale is the acceleration of physical growth and the creation of employment opportunities. this award is rewarded to an industrial company that has contributed to the country's economy, benefiting the community, and participating in preserving the function of the environment through efficient resource utilization and application of environmentally friendly production processes. the award is intended to motivate companies to improve their industrial efforts towards the environment-friendly industry. the appraisal refers to the green industry award criteria and assessment mechanism as inscribed in the assessment guidelines. these guidelines are functioning as a reference for all stakeholders concerned so as to have the same understanding of the terms, procedures, and criteria for assessment. therefore, the assessment process can be performed in a consistent, transparent, accountable, fair, and accountable. a periodic evaluation of the guidelines is conducted for assessment considering various factors and issues related to strategic industrial sectors so that the assessment criteria can be applied by the conditions of the industry. the green industry is defined as the industry in the production process prioritizing the efficiency and effectiveness in the use of resources in a sustainable manner so as to be able to harmonize industrial development with the preservation of the environment and can benefit society. this means that the green industry is an approach that is oriented towards improving efficiency through the act of sparing in the use of materials, water and energy, alternative energy, the use of materials that are safe to humans and the environment, and the use of low-carbon technologies with the goal of improving productivity and waste minimization. it emphasizes the business approach in the alternative business psychology…… (murty magda pane) 49  order to provide increased economic and environmental efficiency. development of green industry is also one effort to support the indonesian government's commitment to reducing greenhouse gas emissions, as stated by the president at a meeting on climate change in copenhagen in 2009. it has stated that indonesia is determined to reduce greenhouse gas emissions by 26% by 2020, and this figure is targeted to be achieved in 2019. this commitment certainly requires effort and thorough action including that of the industrial sector which is one of the contributors to carbon emissions. for this reason, the ministry of industry of the republic of indonesia makes efforts for the development of green industries, among others through the green industry award. green industry award is an award appreciated to the industry, among others that have performed efforts to preserve the use of natural resources and renewable energy, which is implemented through the various stages of selection and verification based on a scoring system that will be evaluated regularly. in order to ensure the assessment process is a systematic, consistent and accountable, it needs a guideline describing the conditions, procedures, and assessment criteria for this award. the assessment criteria are divided into the major industry, medium industry, and small industry. for major industries, a judgment refers to (a) production process that includes the program of production efficiency, the use of material inputs, energy, water, process technology, human resources, and the working environment in the production process; (b) waste management performance/emission that encompasses the program of co2 emission reduction, environmental quality standard fulfillment, and waste management facilities/emissions; (c) the company's management that involves the certification, corporate social responsibility, awards, and employee health. the discrepancy in the medium industry is attributed slightly in carbon emissions reduction program as point b. the significant differences exist in small-scale industries, namely (a) production process that includes the program of production efficiency, the use of material inputs, energy, water, technology and human resources processes. (b) environmental management and safety that covering waste and work environment. (c) the company's management that covers the certification, corporate social responsibility and awards. the process technology and human resources on these criteria also incorporate elements of efficiency and human resource management. there is a clause on assessment guidelines that incorporate reuse, reduce, recycle (3r) on the process technology, while the human resource includes elements of human resource management to improve the efficiency of production processes. in large and medium scale industries, the method chosen is generally in human resource management that is the process of production capacity building in order to increase the production efficiency and a number of human resources that already possess a certificate of competence. while on a small scale industry, it is mentioned that the method selected is the manufacturing of human resources capacity building program (ministry of industry of the republic of indonesia, 2015). based on the criteria required, the author intends to facilitate the achievement by adding the psychology of business applications on every company that has environmental aspects in the production process. this article focuses on the scope of research in the manufacturing industry, which contribution to the national economy that is respectable and has significant environmental aspects and denotative effect on the quality of life of the wider community and the preservation of natural resources are increasingly limited in number. referring to the implementation of the requirements of the green industry to obtain the award has the considerable burden. taking into account the necessity to increase the effectiveness and efficiency of production, the author is solicited to give an organizational approach as an alternative to the expected increase. this approach is the application of psychology in the corporate's business. business psychology is the study and practice in improving the labor environment. this science is a combination of understanding the science in human behavior studies with experience in 50   journal the winners, vol. 17 no. 1, march 2016: 47-57  the job environment to achieve effectiveness and sustainability performance of organizations and individuals. this science is an applied science that investigates how to make the relationship between the organization and the people in it take places effectively. this science uses scientific research methods of social science to study people, workplaces, and organizations that aim to link up with a better way the people’s pretension in the organization, even the competitive eagerness. the goal is to create a healthy and productive relationship between the organization and the people in it to achieve mutual and reciprocal benefits. as an applied science, this purview governs what constitutes effective organizational practices. this science has a reciprocal relationship with the business and draws insights from people with experience of what works in the workplace. this allows psychological research is to be applied pragmatically and in an appropriate manner to the situation. it is also possible termed as a kind of cross-conception between the experience from business to psychology and academic knowledge, and the rigor of psychology into the business. the scope of psychology can be applied to almost any issue of people in the working environment. nevertheless, there remain several domains remain in this science. the domains are the selection and assessment, organizational development, coaching, leadership development, learning and development, talent management, employee engagement, safety and working environment that is user-friendly, performance management and assessment, culture, health and well-being in work, also psychometric tests (the association for business psychology, 2015). longman dictionary of contemporary english has stated that, “business is also known as an enterprise, agency or a firm that is an entity involved in the provision of goods and services to consumers”. it is written that businesses are prevalent in capitalist economies, where most of them are privately owned and provide goods and services to customers in exchange for other goods, services, or money. the study closest to business is called management. this study’s objective is to make business operates more efficient and effective. the major factors affecting how a business is usually organized the size and scope of the business firm (including its structure, management, and ownership). they are broadly analyzed in the theory of the firm, the sector and country, limited liability companies (llc), tax advantages, and also disclosure and compliance requirements. atkinson has said (2014) that the study of business is an activity in its own right emerged relatively recently. the terms “manager” and “management” do not appear in the english language until the late 16th century. chandler in atkinson (2014) has divided business history into two periods, namely pre-1850 and post-1850. the pre-1850 period, the local and family-owned firms dominated the business environment. with the advent of production lines in the early 1900s, business was characterized by standardization and mass production. while henry ford’s model t car is seen as a major accomplishment of industrialization. ford also remarked, “why is it every time i ask for a pair of hands; they come with a brain attached?” the output may have increased, but so too did conflict between management and staff. working conditions were poor and businesses ignored the sociological context of work. the productivity mattered more than people. in the 1920s a new influence on business thinking emerged, the human relations movement of behavioral studies. through the work of psychologists elton mayo and abraham maslow, businesses began to recognize the value of human relations. workers were no longer seen as simply “cogs in the machine”, but as individuals with unique needs. managers still focused on efficiency but realized that workers were more productive when their social and emotional needs were taken care of. for the first time, job design, workplace environments, teamwork, remuneration, and nonfinancial benefits were all considered important to staff motivation. these elements make the business psychology was chosen for the tool of intervention, for the psychology is the science of human (and nonhuman) behavior, cognition, emotion, and motivation. and the science can be subdivided into many different specializations, some of which are concerned primarily with psychological science and application of that science to real-world problems outside of the research setting. one of the the alternative business psychology…… (murty magda pane) 51  applications of the psychology science is called industrial/organizational (i/o) psychology. it is a smaller, but more rapidly growing psychology subfield that is concerned with the development and application of scientific principles to the workplace (spector, 2012). personally, the author assumes that the i/o psychology as a science has a smaller scope than the business psychology. the business psychology reaches the larger scope to see the business, not only the organization but also the business society that influence the organization, to be more survived in the business interactions. this consideration makes the author chose the business psychology as one of the variables of the study. as it can be seen from figure 1, the business has many parties that interrelated each other in it. figure 1 business scope (courtesy: www.boundless.com) figure 1 makes clearer that the business psychology has larger scope than the i/o psychology. considering the requisite of the global business environment in larger scope and in the asean business environment in smaller one, it will be higher than the present in the next five years, so thatthe objective of this study is to give the alternative intervention to the manufacturing business to gain the competitive advantage. this study limits the scope to the organization itself (i.e. the internal stakeholders) to develop using the theory of business psychology as the intervention. the definitions of organizational development (od) according to the organization development network is “an effort (1) planned, (2) organization-wide, and (3) managed from the top, to (4) increase organization effectiveness and health through (5) planned interventions in the organizations processes, using behavioral-science knowledge”(beckhard, 1969). there is also another definition, namely: “od is a field directed at interventions in the processes of human systems (formal and informal groups, organizations, communities, and societies) in order to increase their effectiveness and health using a variety of disciplines, principally applied behavioral sciences. od requires practitioners to be conscious about the values guiding their practice and focuses on achieving its results through people" (minors, 1969). "organization development is a body of knowledge and practice that enhances organizational performance and individual development, by increasing alignment among the various systems within the overall system. od interventions are inclusive methodologies and approaches to strategic planning, organization design, leadership development, change management, performance management, coaching, diversity, team building, and work/life balance” (minahan, 1969). 52   i disciplin organiza (informa definitio improve between definitio i teams ar the succ targets. m different workflow optimall a suffici performa c leadersh circumst innovatio et al., 20 o company developm managem structure from a c are (1) m creating preparin in order to nes, especial ational devel al or formal on of the dev organizatio the various on of organiz in developin re originally cess rate wou mea may co t cultures, m ws within th y at a moder ient level of ance will be considering ip. regardin tances existe on culture. t 014). organization y to anothe ment leads ment (chang ed and system condition tow motivating c g a vision in ng the agent improve th lly the scien lopment, wh groups, orga velopment o onal perform s systems w ational deve figur (courtesy: co ng the organi made up of uld determin onsider the e mindsets, and he team, it rate level cen f coordinatio greatly burd these dema ng the chos ed. the po therefore it nal transform r company to organiza ge managem matic proces ward the des change that formulating t of change he effectiven nce of appli hich is a fie anizations, c rganization, mance and within the o lopment can re 2 definition oloringinguy.c ization, must groups of in ne the level o era, and each d perspectiv assists the ntralized net n in order t dened on a hi ands, the rol en model, t ositions of t is very influ mation can be or a merge ational chang ment). more ss to help the ired goal. th is encourag the direction e, including journal th ness and th ied behavior ld that is di communities, which is a individual rganization n be seen in f n of organizat com/46188-or t be cognize ndividuals un of success o h team consi es as a chal formation o twork. when o achieve ef igh degree of le of a lead transactional these two m uential on org e motivated b er between ges that req specifically, e transition o he compone ging readines n of change the inform he winners, v eir health, h r. it refers irected at in , and society union betwe development as a whole figure 2. tional develop rganizational-d d the team's nited by goal of the organi sts of more t llenge. notin f the team's n centralizati ffective perf f centralizatio der is pivota or transfor models have ganizational by diverse fa two compan quire certain the definiti of individual nts that enco ss to change expected; (3 mal leader; vol. 17 no. 1 human bein to the defin ntervention i y). it is also een knowled t, by impro system. as pment development) division in t ls and target ization in ach than one nat ng the exist s performanc on is low, th formance. co on, (troster, al. hence, it rmational ca e positive i performance actors, such a nies or mor n changes t ion of chan ls, work team ompassed in e and overco ) developing (4) managin 1, march 201 ngs use a v nition of m n the human based on th dge and prac oving the a s an illustra the organiza t the same gr hieving its g tionality, and ted network ce. teams c he team may onversely, th et al., 2014) t requires a an be adapte impacts on e in business as the acquis re. the org o the organ ge managem ms, and orga change man ome its rejec g political su ng the tran 16: 47-57  variety of minors on n system he second tices that alignment ation, the ation. the roup, and goals and d it unites structure can work not have he team's ). vigorous ed to the business s (yildiz, sition of a ganization nizational ment is a anizations nagement ction; (2) upport by nsition in the alter developi preparin o the chan extreme confusio obtained obtained t impleme managem t study als governm to win suppliers will pro discours psycholo t variables requirem commun o so that e rnative busine ing activity p ng infrastructu once one of nge itself, su point. (2) on. (3) step d/modest = f d/modest = c thus, any a ented, and m ment in the c there is also so discusses ment in the ex n the com s/society/cre vide the alt e until now. ogical scienc this study s included in ments, circum nity in 2015 observing fr each compan ness psycholo plan, build c ure changes f those comp uch as (1) st step 2 is n p 3 is not functions wi changes will alterations o monitored pr context of the o a considera about the re xternal stake mpetition ditors/custom ernative solu considering ce, this study is literature n this study mstances, an and general rom the circu ny is required ogy…… (murt commitment, and building ponents is no tep 1 is not not obtained obtained/m ithin the org not reach the on policy, l roperly and e organizatio figure 3 (courtesy ation for the equirements eholders) to m in the er mers in the e ution or inte g the busines y will also enr m study based y. the variab nd condition theories of b umstances is d to enhance rty magda pa , and commi g a support sy ot implement obtained/mo /modest = c modest = th anization wo e expected p ocation, and carefully ( on and the bu 3 change man y: www.cngglo requirement of green ind make the org ra of as external stak ervention, i. ss psycholog rich the artic method d. this meth bles are the ns that may business psyc likely to con e its competi ane) ittee structur ystem for the ted, then the odest = statu changes occ here will be ould be diffi oint. d working-ti fajar, 2011) usiness can b nagement obal.com) ts of green in dustry in gene ganization of sean eco keholders or e. the busin gy is a relativ cles in the are ds hod is done criteria of g occur in th chology. nfront, name itiveness in o res; (5) susta e agents of c risk will app us quo will cur with no e sabotage. icult to oper ime must b ). for more be observed in ndustry to co eral (as the f f manufactur onomic co even the com ness psychol vely new sci ea of the scie e by compar green indust e era of the ely a competi order to sust aining mome hange. pear to the su be maintain o clear direc (4) step 4 rate. (5) step be carefully e details, the n figure 3. omply.there factors of so ring business ommunity, mpetitors. t ogy applicat ence in the b ence of psych ring data fro tries in the e asean e itive econom tain. an indu 53  entum by uccess of ned at the ction and 4 is not p 5 is not planned, e change efore, this ciety and ses easier as the this study tion as a branch of hology. om three guideline economic mic region ustry that 54   journal the winners, vol. 17 no. 1, march 2016: 47-57  has environmental aspects can implement green industry to improve competitiveness. criteria for green industry, in a nutshell, are the effectiveness of the work, which is one of the most important factors, is the labor high level of expertise and skills, and health care and welfare. another important criterion is the efficiency of the process. important factors that affect these criteria are the competence of human resources, material and energy savings, and waste minimization. based on both variables, the authors assert the need to enter the third variable as an intervention that these two variables can influence each other to make a positive profuse impact. these variables are business psychology as a proponent theory to provide an organizational intervention that processes the first two variables transpire quite effectively. these variables as theories are compared each other. and these variables, the business psychology (the business theories written above are included), the criteria of green industry, and the requisites of the business in the asean region to compete in the era of the asean economic community, whose theories are having a large scope. the proper theories will be chosen to support the intervention. while the method is the literature study, so the theories compared have to match each other. results and discussions based on the comparison among the three variables, organizational development is required as one of the domains of business psychology to be rehearsed as one alternative to improve the competitiveness of the company's business. this can be seen on the aspects contained in organizational development management, namely innovation, management of structured ideas, creativity, and learning within the organization. these aspects, especially aspects of innovation, will be very beneficial when applied in the process of reuse, reduce, and recycle (3r) on the implementation of process technology in the green industry. it is also meritorious for capacity building of production processes in order to increase production efficiency. meanwhile, the aspects of the management of structured ideas, creativity, and learning within organizations can increase the comfort level of employees, especially if the company is an organization with a high level of diversity in its employees. it could have been caused by the great variety of citizenship. this high level of diversity in the nation, which is attributed to the different culture, required being united by a particular system to minimize conflicts. these cultural differences lead to divergence in customs and mindsets, which induce differences in ideas to create innovations in products and services. the assorted ideas should be facilitated properly in order to provoke employee's creativity. employees will continue to work with novel and succulent idea if they are facilitated with the proper systems in a structured idea management because of the learning culture in the organization. the learning culture can be applied by increasing the frequency of training provision. the creation of this training would meet the criteria for a number of human resources that already have a certificate of competence, especially for certain employees who work in a field that has the quality and environmental aspects of the production process. it is very influential in the factors of production process efficiency and effectiveness. in addition to the above aspects, there is also aspect of talent management. this aspect corresponds with the implementation of the award criteria to the employee at the green industry award assessment guidelines. employees, who are high achievers, deserve high appreciation as well. achievement and recognition are two very related to each other, which greatly affects the motivation of individuals, in this case the motivation to work. motivation gives influence toindividual work performance of the individual, even possibly on overall organizational performance. the alternative business psychology…… (murty magda pane) 55  another prominent aspect of note is the management of change. change management is entailed when organizations grew because of their acquisition or merger between two or more organizations. it is possible to ensure in the era of the asean economic community, which several companies in indonesia are an acquisition of some companies from singapore or merger between companies in indonesia and malaysia, due to the simplicity for the existence of policies or new regulations in asean. interventions can be varied depending on the situation and conditions being experienced by a corporation. an extreme example is the development of a large-scale organization. organizational development on a large scale is very likely to win the competition in the era of the asean economic community in 2015, considering the ease to cooperate with other companies in foreign countries in the asean region. reality replenished an alternative for every company to alter its organization in terms of diversity. management changes are required inasmuchas the changes always occur. referring to the popular idiom about the change "everything in this life has to change, the constant is the change itself", then the business world, with all its dynamics, must resolve. business always changes without influenced by any factors, especially in the era of mea. therefore, organizations must be prepared for change. referring to the change management illustrations, the theory of change management as part of the psychological theory of the macro business (the business psychology theory) can be implemented to deal with significant changes in the era of the asean economic community. to support the effective implementation of change management, talent management aspects, structured idea management, and learning in organizational theory organizational development can be incorporated into the organizational systems to be implemented, so as to facilitate preparations for the organization to change to be “greener” in operation. based on the comparison of three theories, the era of the asean economic community should be noticed with the continuous trend of development. entering the era will encounter many challenges, one of which is the ability to cooperate between countries. in fact, the asean countries are consolidated as a unity economic activity with the impact of multilateral citizens. the corporations in indonesia have not entered this era yet, with minimum foreign citizens in a company from a variety of companies that exist in indonesia. foreign nationals who come from the more developed countries in the asean region (including singapore) at the indonesian company can contribute changes to working environment and organizational life. the big difference in mindset and more advanced work culture, it could trigger the indonesian employees to learn more advanced, if supported by the system and organizational culture that qualified for implementation. this can lead to increasing performance of individuals and the organization significantly and vice versa. interaction with international citizens may be easier for multinational companies. however, the issue appeared is related to the foredooming of a private company, or even state-owned enterprises, who are not accustomed to foreign labor. the company's goals and targets are increasingly stringent with respect to an increase in the effectiveness and efficiency of the process, in the context of the research implementation of the green industry. implementation of this program will not be modest because of the factors that should consider the providence of natural resources as a material and energy for the needs of the production process. energy recommended must be involving the types of renewable energy. in the era of aec, the improper implementation to energy sector could emerge since its energy integration. therefore, as a precaution, we should have been instilling a cultural energy saving. in fact, it is applied to use renewable energy in our company. as mentioned earlier, this green industry program is initiated by the government, and there is an award for the winner. for companies that won the award, of course, it is not only the effectiveness and efficiency of the company that is achieved but also the increase in the corporate image in the eyes of the public, which of course could be a factor in the competitiveness era. in the short term implementation of green industry, the practice of business process changes (business process reengineering/bpr) can be done. however, the factor of human resources is crucial factors that are influenced by many other factors, especially psychological factors in order to improve and maintain its performance. 56   journal the winners, vol. 17 no. 1, march 2016: 47-57  in facilitating the human factors, a corporation needs to heed highly influential factor for the outstanding performance like work motivation. implementation of green industry is confronted without the aec era. it proves that the best corporation in the implementation of this program could pronounce an award from the government. those criteria envisage strenuous proposition in the implementation. the criteria of the program implementation guidelines require commitment from top management so that it can manage the firm as an organization to be able to achieve a culmination performance both on organizations and individuals. in this part, the business psychology mostly can be implemented as the organizational intervention. conclusions green industry programme implementation indicates an improvement of the effectiveness and efficiency of the corporation, even corporate image, in the case of manufacturing industry, which in turn can improve overall company performance. entering the era of a competitive aec, it could force the manufacturing industry that own environmental aspects for implementing the green industry. this is analogous criteria of the green industry in terms of human resources that given the era of the aec can make a company made up of the diverse nationality of the asean economic. the community is a form of discourse for most corporations in indonesia. however, those indications must be delved if the company will hold an expansion for the improvement of corporate profits. in the implementation of green industry in the new era, business psychology with the entire scientific branch can be considered as alternative interventions so that implementation can be run more effectively and efficiently. the emendation in any form often inflicts discomfort. therefore, the implementation of a new management system in a new era also certainly can cause the nuisance. implementation of business psychology is demanded preliminary studies to the organization in order to facilitate the transition process albeit deliberate the psychology aspect to the interaction among employees in the organization. business psychology is a comprehensive science, encompasses a collection of multiform sciences of industrial and organizational psychology, sciences organizations, individual psychology and social. hence, it entails more accuracy in studying the science to be implemented in our organization. references atkinson, s. (2014). the business book – big ideas simply explained. london: dk. beckhard, r. (1969). what is organization development? in organization development: strategies and models. retrieved february 28th 2015 from http://www.odnetwork.org/?page=whatisod. fajar, t. (2011). apa itu change management? knowledge sharing bagi praktisi hr & manajemen. retrieved february 28th, 2015 from http://istilah-humanresource.blogspot.com/2011/11/apaitu-change-management.html kementerian perindustrian republik indonesia. (2015). pedoman penilaian penghargaan industri hijau. jakarta: kementerian perindustrian republik indonesia. minahan, m. (1969). what is organization development? in organization development: strategies and models. retrieved february 28th 2015 from http://www.odnetwork.org/?page=whatisod. the alternative business psychology…… (murty magda pane) 57  minors, a. (1969). what is organization development? in organization development: strategies and models. retrieved february 28th 2015 from http://www.odnetwork.org/?page=whatisod. seputar pengertian. (2014). pengertian dan karakteristik masyarakat ekonomi asean (mea). retrieved february 27th 2015 from http://seputarpengertian.blogspot.com/2014/08/pengertiankarakteristik-masyarakat-ekonomi-asean.html. spector, p. e. (2012). industrial and organizational psychology – research and practice (6th ed). new york: john wiley and sons. the association for business psychology. (2015). what is business psychology?. retrieved february 27th 2015 from http://www.theabp.org.uk/about/what-is-business-psychology.aspx. troster., christian., mehra, a., & knippenberg, d. v. (2014). structuring for team success: the interactive effects of network structure and cultural diversity on team potency and performance. journal of organizational behavior and human decision processes, 124(2), 245-255. yildiz., sebahattin., basturk, f., & boz, i. t. (2014). the effect of leadreship and innovativeness on business performance. 10th international strategic management conference, procedia – social and behavioral sciences, 150, 785-793. microsoft word 07_danang_rev2 the influence of brand relationship, brand satisfaction …… (danang prihandoko) 143  the influence of brand relationship, brand satisfaction, and perceived price towards brand loyalty in pt x’s customer, indonesia danang prihandoko school of business management, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta barat, 11530 dprihandoko@binus.ac.id abstract the goal of this research was to examine the influence of brand relationship, brand satisfaction, and perceived price towards brand loyalty by using multiple regression analysis. this research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. the result shows the three hypothesis that brand relationship and brand satisfaction have a positive influence towards brand loyalty meanwhile perceived price does not have a positive influence or less effect towards brand loyalty to all pt x’s customer. keywords: brand relationship, brand satisfaction, perceived price, brand loyalty introduction customer loyalty to the brand of product is a very important concept, especially in conditions of very tight competition with the low growth. on the other word, it is one of the most important structures in service marketing, due to its final effect on customer’s repeated purchase. and in fact, the customer will repeat purchase considered to what the benefit they will get to their business (caruana, 2002). on the conditions of such loyalty on brand is urgently needed so that the companies can survive. in addition, the effort of maintaining this brand loyalty is the best strategic effort that is more effective than the efforts canvassing new customers. this research conducts a preliminary survey to 30 people member of icma (indonesia club manager association), 35 people member of aspgi (asosiasi superintendent golf indonesia), 350 people member of ace (association chief engineering) and 50 people to all golf course in jabodetabek (jakarta, bogor, depok, tangerang, and bekasi) and bali which is customer of pt. x. thus, total questionnaires spread over as many as 465 questionnaires, however, the questionnaires that are received back to the researcher only 93 respondents by email or directly. according to cannon et al., (2008), a brand is a word, letter, or a group of words or letters. and also to make a different from competitor product and services which are offering to customers. this physical appearance can lead to the high or low perception in the customer’s mind (martinez, 2002). grewal & levy (2010) have said that brand association reflects customer’s perception regard to product and services. and it will make a different of the physical appearance of a product quality and durability (kotler, 2005). 144  journal the winners, vol. 17 no. 2, september 2016: 143-154  in addition, davies et al., (2003) have said that brand image would make the customer satisfied in order to be a part of their business. if they are satisfied with it, then they will be loyal to the brand even though they have an option to replace the brand in their business (in vinhas & faridah, 2008). in term of business relationship, the highly competitive market requires industry players to find a way to maintain the long-term relationship with their customers, which is called relationship marketing (rm) or some books called it as customer relationship management. relationship marketing is very crucial in service sectors because of its intangibility characteristic, which is difficult for customers to evaluate services visually. the success of relationship marketing activities can be translated into a good relationship quality between the customer and the service provider (hennigthurau, gwinner & gremler, 2002), which leads to customer’s loyalty. customer satisfaction is a key success factor to make customers have a desire to make repeat purchase (mittal & kamakura, 2001). furthermore, the satisfied customers will share their good experiences with our product and services (jamal & naser, 2002). the satisfaction that is felt by the customers has the consequences of behavior in the form of complaints and customer loyalty. if your organization or company can pay attention to everything that can shape the customer's satisfaction, then the satisfaction felt by customers as a whole is formed. regarding the price from a customer, perspective is what it will be given or sacrificed in the effort to obtain a product. from some research that has been conducted found that consumers are not always given the actual price of a product, but they look at the price, in their opinion, and those prices are categorized simply cheap or expensive. therefore, the prices used in this research are prices according to the consumer perspective or perceived price. the loyal customer has the important role in the company's success. loyal customers are a source of revenue for the company because it will make repeat purchases and increase sales, thereby reducing promotional costs for companies which will increase the company's profits. the result of a successful customer loyalty strategy leads to customer retention. depending on the industry, an improvement of 5% in customer retention leads to an increase of 25% to 85% in profits (kerin, hartley, & rudelius, 2009). furthermore, firms spend more than five times as much to obtain a new customer than to retaining an existing one (kotler & keller, 2006). brand loyalty shows that there is a bond between customers with certain brands and is often characterized by the presence of customer purchases. mowen (2002) has suggested that loyalty can be based on actual purchase behavior of products associated with the proportion of the purchase. the high brand loyalty can increase sales. and it can attract new customers to buy because they have believed that buying a good brand of products will reduce the risk. another advantage is the company may more quickly respond competitors movement. methods refer to previous studies and some studies, the theory described on the previous page and also based on the background issues and the formulation of the problem of the study; the researchers determine the four variables into design research which will be discussed in this article. as for these variables, researchers want to see how big the influence that occurred between those variables. there is an important dimension that supported the power of relationship marketing can lead to brand loyalty. in connection, brand loyalty refers to the favorable attitude toward a brand other than the influence of brand relationship, brand satisfaction …… (danang prihandoko) 145  buying it repeatedly by the customer. customers tend to be loyal because there is relationship marketing. customers will continue to try different kinds of brands before finding the brand that really fit. customer satisfaction will still constitute a very important part in the brand loyalty. brand loyalty is usually result in repeat buying and recommended buying. customer satisfaction needs to be maintained and enhanced in order to create and maintain loyalty towards the brand. when customers obtain satisfaction from the purchase of a product, then it will create a positive attitude towards the brand so that customers will make a purchase. if the selected brand can satisfy customer’s needs and desires, then customers will have a memory about that brand. the natural state of this kind of customer loyalty will begin to arise and develop. so in the next purchase, customers will choose products with the brand that have given their satisfaction. based on the above description, it can be inferred that more satisfied a customer, then the customer will be more loyal to the brand. it points out that from the perspective of the customer; the price is a matter of what is given in an attempt to acquire a product. the price becomes the actual price of a product and price according to the customer. customers are not always given the actual price of a product, but they see the prices according to their opinions and for those prices, it is only categorized cheap or expensive. having loyal customers, the companies can maximize their profits. loyal customers are willing to purchase more frequently, trying the firm’s new products or repurchasing intention, and recommending the products and services to others and give companies suggestions. for this study, a conceptual model is presented in figure 1. customer loyalty includes word-of-mouth, price insensitivity, repurchase intention, and complaint behavior. figure 1 conceptual model this research is a combination of qualitative and quantitative studies where the results of the questionnaire will be summarized and described in the form of tables and graphs.   h1 : there is the influence of the brand relationship towards to brand loyalty on the pt x product.  h2 : there is the influence of the brand satisfaction towards to brand loyalty on the pt x product. h3 : there is the influence of the perceived price towards to brand loyalty on the pt x product. data processing is used to discuss, research, formulate, and solve the problem. the types of data in this study are data subjects i.e. research data in the form of opinions, attitudes, experiences, or characteristic of a person or a group of people who become the subject of the respondents. brand relationship brand satisfaction perceived price brand loyalty h1 h2 h3 146  journal the winners, vol. 17 no. 2, september 2016: 143-154  the object of the research is the customers who already have a product pt x. the sample of this research is taken from 97 pt x’s customer who have used the product for more than one year, with gender male and female. an interest in the title of this study which is from each customer will be taken 4 respondents for research purposes, so that the total sample is 4 x 97 = 388 samples. in determining the magnitude of the samples taken in a research, then the calculation of the number of samples can be done with the formula slovin:                   (1) where: n = sample n = population e = percentage error is desirable (usually 10%)   based on the above formula, then the samples taken are set  at least 80  respondents. the technique of sampling in this study by using techniques  convenience of non  random sampling. the number of respondents are pt x’s customers  are 50 respondents,  executive board organizations icma has  30  respondents,  executive board  organization aspgi  has 35 respondents,  executive board organization ace has 350 respondents. so the total questionnaires presented by the researchers are 465 questionnaires either arriving directly or sent by email. this research uses a construct validity method of correlation meyer-kaisser-olkin measure of sampling adequacy wherein the value of the msa received values are more than 0,5 and the study also uses the bartlett's test with significant value p = 0,000. kaiser-meyer-olkin (kmo) test is a measure of how suited your data for factor analysis. the test measures are sampling adequacy for each variable in the model and the complete model. the statistic is a measure of the proportion of variance among variables that might be common variance. the lower the proportion, the more suited your data to factor analysis. bartlett's test is used to test if k samples have equal variances. equal variances across samples are called homogeneity of variances. some statistical tests, for example, the analysis of variance, assume that variances are equal across groups or samples. each variable used kmo-msa is greater than or equal to 0,50 with the significance value is 0,000, hence the variable can be said to be valid and can be used for this research. reliability test is regarded to the accuracy, consistency, and predictability of a measuring instrument. reliability test measures by using cronbach's alpha to find out whether the instruments used in this research related or not, with a value of alpha > 0,06. the basic decision makes this reliability test as follows (a) if the coefficient cronbach's alpha ≥ 0,60 then cronbach's alpha is acceptable (construct reliable), (b) if cronbach's alpha < 0,60 then cronbach's alpha is poor acceptable. the influence of brand relationship, brand satisfaction …… (danang prihandoko) 147  the collected data are analyzed using multiple regression analysis method. the purpose of it is to predict the value of a dependent variable (y) when the independent variable (x) two or more. in this study researchers would like to know the influence of 3 (three) independent variable x (brand relationship, brand satisfaction, and perceived price) against 1 (one) dependent variable y (brand loyalty). hypothesis testing to answer the question in this research, where the terms of the results of hypothesis testing as follows:   p value ≤ α (0,05), ho is rejected p value > α (0,05), ho is not rejected level of significant (α = 0,05) table 1 variable examined dimensions variable name questions brand relationship a1 clubcar always honest and sincere in meeting my needs and the company a2 clubcar always in touch with me by providing the latest product information a3 clubcar sales person always visiting us once a month a4 if it is necessary to communicate with the top level in clubcar very easy because of the friendliness and openness a5 we will always keep long term cooperation relationship with clubcar perceived price a6 competitor price always be a benchmark in purchase decisions of clubcar product a7 clubcar price is in accordance with your expectations a8 is it pt x give you a flexible price at any given time? a9 clubcar price we offer is cheaper than competitor a10 clubcar product can be used by all business segments brand loyalty a11 i will faithfully use clubcar product a12 because there are limitations in me considering buying different products other than clubcar product a13 if the spareparts in pt x has run out , then i will buy the product elsewhere a14 even while the other brands are doing promotion for their product, i would prefer clubcar brand a15 i will recommend the clubcar brand to others company brand satisfaction b1 clubcar product reliability b2 how pt x employee services b3 clubcar product technology b4 handling warranty claim provided by pt x employee b5 spareparts clubcar durability b6 comfort and convenience driving clubcar product b7 knowledge and professionalism of pt x employees b8 speed of response or feedback from pt x employee to you b9 pt x solve the problem of the clubcar products b10 overall satisfaction with clubcar products 148  journal the winners, vol. 17 no. 2, september 2016: 143-154  results and discussions data processing results of the descriptive statistics of the variables examined would elaborate on the results of an analysis of the hypotheses that have been done on this research. in this study, researchers have been spreading 465 questionnaires via email and directly, but the authors have received back only 93 questionnaires either via email or directly. if the value of kmo is greater or equal to 0,50, then those variables can be said to be valid. table 2 shows the results of the test of validity. table 2 validity of the test results kmo description loyality 0,605 valid brand relationship 0,673 valid price 0,655 valid brand satisfaction 0,789 valid the variable is said to be reliable in reliability test, if the the value of cronbach's alpha is greater than 0,60. it can be seen in table 3.  table 3 realibility of the test result cronbach’s alpha description loyality 0,721 reliable brand relationship 0,711 reliable price 0,786 reliable brand satisfaction 0,861 reliable all the dimensions of a variable are said to be reliable with a value of cronbach's alpha respectively that more than 0,60. but in the dimensions of loyalty, variable a12, a13 and a6 on the table 1 must be excluded from the calculation because it is not reliable. based on the classification of the position, as much as 44,57% of total respondents are in the position of director/manager level, 41,30% of respondents are in staff/admin level position, and the remaining 14.13% of respondents are in position level of mechanic/engineer. the percentage of respondets’ profile based on their position in the company can be seen in figure 2. based on the classification of the industries, as many as 76,09% of total respondents are in the golf industries such as indonesia club manager assosiation (icma). all of the members in icma are director or general manager in golf industries and all the members of asosiasi superintendent golf indonesia (aspgi) are superintendent in golf industries. the remaining 17,39% respondents are in hospitality industries and 7,61% respondents are in other industries. the percentage of respondents’ profile based on the classifiication of the industries can be seen in figure 3. the influence of brand relationship, brand satisfaction …… (danang prihandoko) 149  1,33% 5,33% 72% 21,33% government pma pmd private 20,65% 25% 54,35% < 10 u n i ts 10 50 u n i ts > 50 u n i ts figure 2 the profile of respondents based on the position in the company figure 3 the profile of respondent based on the classification of industries based on the classification of the ownership company, 72% of respondents come from the private companies, 21,33% of respondents come from the regional companies, 5,33% of respondents come from the foreign companies, and 1,33% of them are from government. these percentage can be seen in figure 4. as much as 54,35% of the respondents have more than 50 units. this indicates that their opinions be a great help for the company progress. while 20,65% of the respondents have 10-50 units, and the remaining 25% of the respondents have less than 10 units. it can be seen in figure 5. descriptive statistics is the elaboration of the answers of the respondents in the form of the minimum value, the maximum value, the average value (a mean), and the standard deviation of each statement to answer the influence of brand relationship, brand satisfaction & perceived price towards brand loyalty on customers pt x. table  4  shows the results of processing of descriptive statistics based on 93 questionnaire that is successfully collected. 0.00% 20.00% 40.00% 60.00% 80.00% golf others figure 4 the profile of respondent based on the classification of the ownership company  figure 5 the profile of respondent based on the number of units owned 150  journal the winners, vol. 17 no. 2, september 2016: 143-154  table 4 descriptive statistics variable n = 93 respondents min max mean std dev brand loyalty 2,33 5,00 3,84 0,48 brand relationship 2,40 5,00 3,71 0,53 perceived price 1,50 4,50 3,21 0,70 brand satisfaction 2,60 4,80 3,86 0,39 table 4 reflects the tendency of respondents in answering the questionnaires submitted that contain among others; minimum, maximum, mean, and standard deviation. on measurement indicators regarding brand loyalty is retrieved the value of the mean of 3,8 with a minimum value is 2,33 and the value of maximum is 5,00. previously the respondents are asked to answer the questions by using likert scale 5 the values 1 through 5. value 1 indicates strongly disagree while value 5 indicates strongly agree. this indicates that the respondents consider that the clubcar brand has fulfilled the expectations for them with a standard deviation of 0,48. the analysis is using spss program. the methods used in the multiple regression analysis are a stepwise method by entering one by one to get the right model. the stepwise method produces two models. first model does not include variable pri (perceived price) and sat (brand satisfaction), in other words, in model 1 there are constants and variables rel (brand relationship) as a predictor variable towards loy (brand loyalty). table 5 stepwise method output the model 1 is shown in table 5; this variable is obtained by pri that has a value of sig. 0,907 or greater than 0,05. this data shows that pri does not have significant effects towards loy. however, variable sat has sig. 0,017 or brought 0,05, which means has a significant influence on sat towards to loy. for model 1, it is less precise because it does not include variable sat that have the influence on the dependent variable loy. on the second model, it does not include variable pri so that on the model 2, there are constants, variable rel, and sat as a predictor variable towards loy. variable pri has a value of sig. 0,895 (greater than 0,05), then it has no significant influence of the variable pri towards variable loy. thus, this exact model 2 is used as the model regression because it does not involve variables that do not have the significant effect on dependent variable loy. data on the results of testing goodness of fit are used to look at the suitability of the regression models or see how the magnitude of the ability of the brand relationship and brand satisfaction variable in explaining the variance of the brand loyalty variable. figure r-square is also known as the coefficient of correlation of determination. it can be seen in table 6. model beta in t sig partial correlation collinearity statistic tolerance 1 pri 0,017 0,117 0,907 0,12 0,351 sat 0,327 2,438 0,17 0,25 0,384 2 pri -0,19 -0,133 0,895 -0,14 0,347 the influence of brand relationship, brand satisfaction …… (danang prihandoko) 151  table 6 summary of goodness of fit test model r r square adjusted r square std error of the estimate 1 0,586a 0,344 0,336 0,39326 2 0,620b 0,385 0,371 0,38288 a. predictors : (constant), rel b. predictors : (constant), rel, sat in table 6, in model 2, the magnitude of the numbers r-square = 0,385 or equal to 38,5%. it is 38,5% variance explains that brand loyalty can be explained by the brand relationship and brand satisfaction. the rest i.e. 61,5% (100%-38,5%) to be explained by other variable factors outside the model regression. data analysis of test results multiple linear regression can be seen in table 7. the purpose of hypothesis testing is to reject the null hypothesis (ho) thus the alternative hypothesis (ha) could be accepted. it can be done by looking at the value the significant of each relationship. as for fault tolerance limits (α) used is 5%. if the p-value α < p < 0,05 or there are significant effects between independent variables against the dependent variable. as summary table to hypothesis testing in accordance with the objectives of this research can be seen in table 7. table 7 summary the results of the hypothesis test hypothesis β t sig remark brand relationship  brand loyalty 0,330 2,457 0,016 ho reject perceived price  brand loyalty -0,019 -0,133 0,895 ho do not reject brand satisfaction  brand loyalty 0,327 2,438 0,017 ho reject the first hypothesis test arranged as follows :   ho1 : there is no influence brand relationship towards brand loyalty   ha1 : there are influences brand relationship towards brand loyalty  the results obtained show that the value of t is 2,457, level of significance = 0,016 which is smaller than 0,05 (p < 0,05) and β = 0,330; ho1 is rejected and then ha1 is accepted. this shows that there is the influence of brand relationship towards brand loyalty. the beta value positive 0,330, it means that brand relationship provides positive influence towards brand loyalty. the second hypothesis test arranged as follows:   ho2 : there is no influence of perceived price towards brand loyalty ha2 : there is the influence of perceived price towards brand loyalty the results obtained show that the value of t = -0,133 and level of significance = 0,895, means is greater than 0,05 (p < 0,05) and β = -0,019. ho2 does not reject and then rejected ha2. this suggests that there is less influence perceived price towards brand loyalty. although beta value is negative (-0,019), it means that there is a negative influence perceived price towards brand loyalty, but the magnitude of the influence that the minor can be said there is no significant influence. 152  journal the winners, vol. 17 no. 2, september 2016: 143-154  the third hypothesis test arranged as follows: ho3 : there is no influence brand satisfaction towards brand loyalty ha3 : there are influences brand satisfaction towards brand loyalty the results obtained show that the value of t is 2,438 with level of significance = 0,017, which means that is smaller than 0,05 (p < 0,05) and β = 0,327. ho3 is rejected and then do not reject ha3, it means that there is the influence of brand satisfaction towards brand loyalty. the beta value positive is 0,327, it means brand satisfaction provides positive influence towards brand loyalty. it has been explained previously that the regression model used is model 2, in this case, the brand relationship and brand satisfaction as predictor towards brand loyalty. perceived price is removed from the model 2 due to not affect brand loyalty in a significant way. so, the regression equation from the model is: loy = const + a*rel + b*sat (2) table 8 the regression equation at table 8 in model 2, the obtained values of beta (constant) is 1,153, where the beta values are constants regression equation of constituent. beta values (rel) = 0,302 is the coefficient of the variable rel, and the value of beta (sat) = 0,409 is the coefficient of the variable sat. so that the regression equation is obtained as follows: loy = 1,153 + 0,302*rel + 0,409*sat (3) for the value of 1,153 without rel and sat, the value of the loy is 1,153. for the value of 0,302 *rel: any increase in rel 1,00 point then rel contributes to the value of loy 0,302. while for the value of 0,409 * sat: any increase in sat 1,00 point then sat contributes to the value of loy 0,409. conclusions on the results of the descriptive analysis based on the high value of the mean of each variable that given in questionnaire, it shows that loyalty respondents are more affected because of the comfort in driving and the desire of the respondent to establish a long term relationship with pt x. in hypothesis testing shows the existence of a significant positive influence between brand relationship and brand satisfaction towards brand loyalty. with multiple regression test results obtained so that model unstandardized coefficients standardized coefficients t sig. collinearity statistics β std. error β tolerance vif 1 (constant) 1,856 0,293 6,335 0,000 rel 0,538 0,078 0,586 6,863 0,000 1,000 1,000 2 (constant) 1,153 0,406 2,840 0,006 rel 0,302 0,123 0,330 2,457 0,016 0,384 2,602 sat 0,409 0,168 0,327 2,438 0,017 0,384 2,602 the influence of brand relationship, brand satisfaction …… (danang prihandoko) 153  the value of significance independent variables (brand relationship and brand satisfaction) is smaller than the value of the probability. and the value t calculate is greater than t table with positive beta values so that the test of two independent variables hypothesis (ho) is rejected. as for testing the independent variable (perceived price) obtained the value of significance which is greater than the value of the probability and the value t calculate is smaller than the t table so that the hypothesis test (ho) do not reject. based on the results of testing perceived price variable towards brand loyalty variable, it turns out that the price of clubcar is not a thing that is very influential in the decision-making process of purchasing a new golf car or switching the other brand. while on the goodness of fit test obtains 38,5% variance result that brand loyalty can be explained by the brand relationship and brand satisfaction where 34,4% variance that is explained by variable brand relationship and 4.1% (38,5% 34,4%) variance explained by variable brand satisfaction. the rest 61,5% variance is explained by other variables in the regression model. from these explanations, it can be concluded that the perception of the customer regarding the product of pt x in accordance with what they expect and it makes them loyal always to use the product. from the results of the analysis and the conclusions that have been done in this study, it is expected to be the input and reference for company pt x in determining the strategy to create a brand that serves to provide a defense against the brand will be his credibility in the eyes of the customer. in creating a brand loyalty, many factors influence among others, brand relationship and brand satisfaction. brand loyalty is an accomplishment earned by firms from the success of the creation of a brand in customers’ eye so entwined a deep commitment to buy back or become a customer that remains a preferred product on a consistent basis in the future. this commitment leads to a recurring purchase against the same brand, although situational influences and marketing efforts have renewed or likely to result in a change in behavior. it is the descriptions of a product that created a company to assure its customers that the products they produce have good quality. this action can be done by providing good service and keeping in touch with customers, and at the end, it can provide benefits. the expectation in the forthcoming research that there can be combined with other studies, as well as by adding variables that can support and extend knowledge of the context. in terms of the relationship between the companies with customers, as follows, the communication link should be kept by the company for the achievement of customer satisfaction and customer loyalty towards products. based on the test results, it can be seen that clubcar customers will always be the long term cooperation relationship with pt x. in regards to perceive price views based on the answers to the questionnaire that given to the customer, pricing flexibility to customers are retained by granting waivers to customers in terms of term of payment. beside that, it can be done by help to provide data to company financing convenience customers in running its business processes. in terms of satisfaction, it can be seen based on the results of a questionnaire that is distributed. it provides the information to the factory in america about the quality of the spare parts that are often damaged in order to provide better quality again. while in terms of the loyalty, it needs to manage customers who have been loyal towards the clubcar with support needs of customers in the running of its business processes. 154  journal the winners, vol. 17 no. 2, september 2016: 143-154  references cannon, j. p., perreault, w. d., & mccarthy, e. j. (2008). basic marketing a global managerial approach. singapore: mcgraw-hill. caruana, a. (2002). service loyalty: the effects of service quality and the mediating role of customer satisfaction. european journal of marketing, 36(7), 811-828. davies, g., chun, r., dasilva, r., & roper, s. (2003). corporate reputation and competitiveness. london: routledge. grewal, d., & levy, m. (2010). marketing (2nd ed.). new york: mcgraw-hill. hennig-thurau, t., gwinner, k. p., & gremler, d. d. (2002). understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. journal of service research, 4(3), 230–47. jamal, a., & naser, k. (2002). customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking. international journal of bank marketing, 20(4), 146-160. kerin, r. a., hartley, s. w., & rudelius, w. (2009). marketing (9th ed.). boston: mcgraw-hill irwin. kotler, p. (2005). manajemen pemasaran 1 (edisi kesebelas). jakarta: pt prenhallindo. kotler, p., & keller, k. l. (2006). marketing management (12th ed.). upper saddle river, nj: prentice hall. martinez, e. (2004). the effect of brand extension strategies upon brand image. journal of consumer marketing, 21(1), 39 – 50. mittal, v., & kamakura, w. a. (2001). satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics. journal of marketing research, 38(1), 131-142. mowen, j. c., & minor, m. (2002). perilaku konsumen. jakarta: penerbit erlangga. vinhas, d. s. r., & faridah, s. a. s. (2008). online corporate brand image, satisfaction, and loyalty. journal of brand management, 16(3), 119−144. microsoft word 07_ferry jie_analysis of advantages.doc journal the winners, vol. 3 no. 2, september 2002: 196-210 196 analysis of advantages and disadvantages of current operational risk management models (as/nzs 4360, as/nzs iso 9000, as/nzs iso 14000, as/nzs 4801, as/nzs 3806, as/nzs 4444) ferry jie1; hasan akpolat2; deepak sharma3; james irish4 abstract this paper will describe about the analysis of advantages and disadvantages of current operational risk management models (as/nzs 4360: risk management, as/nzs 4801: occupational health and safety management systems, as/nzs iso 9001: quality management system, as/nzs iso 14001: environment management system, as/nzs 3806: compliance management system, as/nzs 4444: information security management) based on expert experiences and extracting the literature review. the advantages of most current models are widely adopted by industries of various of sizes as the basis for their operational risk management. in addition, they may help the organizations to improve the operations and competitiveness. however, there are some disadvantages of most current models such as the models are very general (guidance only), not specific to cover particular risks of industries. and they don’t have the specific tools and processes. in addition, they may not be able to integrate all elements of the management systems such as safety, health, environment, quality, security, and compliance. keywords: operational risk management, advantages, disadvantages abstrak artikel memaparkan analisis keuntungan dan kerugian model manajemen risiko operasional terbaru berdasarkan pengalaman para ahli dan menyimpulkan dari berbagai sumber teori. keuntungan model terbaru tersebut digunakan secara luas oleh berbagai industri sebagai dasar manajemen risiko operasional. manajemen tersebut membantu organisasi meningkatkan operasinya dan daya saing. meskipun demikian, model tersebut memiliki kerugian, yaitu model tersebut terlalu umum, tidak spesifik untuk menutup risiko tertentu sebuah industri. juga tidak memiliki alat yang spesifik dan prosesnya. model tersebut juga tidak dapat mengintegrasikan seluruh elemen sistem manajemen seperti keselamatan, kesehatan, lingkungan, kualitas, dan keamanan. kata kunci: manajemen risiko operasional, keuntungan, kerugian 1 phd student at faculty of engineering, university of technology sydney and lecturer at bina nusantara university, jakarta-indonesia 2 principal supervisor, senior lecturer at faculty of engineering, university of technology sydney, australia 3 co-supervisor, a/professor at faculty of engineering, university of technology sydney 4 co-supervisor, senior lecturer at faculty of engineering, university of technology sydney analysis of advantages and disadvantages… (ferry jie; et. al.) 197 introduction in recent years, for running their business, many companies/industries find a number of operational risks which are likely to be made worse, for instance, quality, health and safety, it and also environment factors. these operational risks will make the companies met tremendous inefficiency or ineffectiveness, unpredictable profit margins, uncertain/lost revenues/throughputs and also business value lost. many companies may use the operational risk management models to manage or mitigate the risk, hazards, failure, and loss. this paper will discuss about the analysis of advantages and disadvantages of existing operational risk management models such as as/nzs 4360: risk management, as/nzs 4801: occupational health and safety management systems, as/nzs iso 9001: quality management system, as/nzs iso 14001: environment management system, as/nzs 3806: compliance management system, as/nzs 4444: information security management based on literature review and expert experiences. this paper will be divided into two sections, the first part is about the definition and overview of risk management, risk management methods/models/techniques, and operational risk management. and the second part is about the analysis of advantages and disadvantages of existing operational risk management. discussion overview of risk, risk management, and operational risk management i. definition of risk and risk management according to singleton and hovden (1987), risk is the chance of a failure, a function, mostly the product of likelihood and size of loss or failure, and also the dimension of the probable loss or failure. in addition, risk is the variance of the probability distribution of all probable consequences of a risky course of action. risk is the semi variance of the distribution of all consequences, taken over negative consequences only, and with respect to some adopted reference value (singleton and hovden, 1987). chapman and ward (1997) described the risk is “the implications of the existence of significant uncertainty about the level of project performance achievable”. risk is a weighted linear combination of the variance of and the expected value of the distribution of all possible consequences. according to as/nzs 4360 (1999), risk management is “the systematic application of management policies, procedures and practices to the tasks of identifying, analyzing, evaluating, treating, and monitoring risk”. risk management is “the culture, processes and structures that are directed towards the effective management of potential opportunities and adverse effects”. lam j. and kawamoto (1997) described the definition of risk management is “a scientific method to the problem of dealing with the pure risks which are faced by individuals or businesses”. according to wideman (1992), project risk management is the art and science of identifying, assessing, and responding to project risk throughout the life of a project and in the best interests of its objectives”. journal the winners, vol. 3 no. 2, september 2002: 196-210 198 according to a guide to the project management body of knowledge (2000), “risk management is the systematic process of identifying, analyzing and responding to potential project risk. it includes maximizing the probability and impact of positive events and minimizing the probability and consequences of events adverse to project objectives”. ii. operational risk operational risk is the risk related with business processes. another definition is the risk that comes up during performance of work in industry (manufacturing or service). operational risk can be divided into four areas as follows. 1. “quality – the risk of supplying a nonconforming product or service, to a customer”. 2. “safety – the risk of supplying an unsafe product or service to a customer, and/or injuring workers during production”. 3. “environment – the risk of supplying an environmentally damaging product to a customer, or damaging the environment during production or provision of a service”. 4. “security – the risk of being subjected to criminal activity during provision of a product or service”. the following australian standards which structure the foundation and guidance resource for an integrated risk management system will give effective management of operational risk, in project-based organisations and those involved in continuous production. 1. as/nzs 4360 : 1999 : risk management 2. as/nzs 4801-occupational health and safety management system 3. as/nzs iso 14001: effective environmental management system 4. as/nzs iso 9001: quality management system-model for quality assurance in design/development, production, installation and servicing 5. as/nzs 4581–management system integration 6. as/nzs 3806: compliance management system 7. as/nzs 4444: information security management 8. as/nzs 3931 risk analysis of technological system-application guide 9. as 3907 guidelines for configuration management 10. as 4269 complaints handling 11. as 2430.3 classification of hazardous areas analysis of advantages and disadvantages of as/nzs 4360: risk management, as/nzs iso 9000, as/nzs iso 14000, as/nzs 4801, as/nzs 3806, as/nzs 4444 i. advantages analysis 1. an/nzs 4360: risk management as/nzs 4360: risk management was introduced in 1995 and then finally revised in 1999 by standards australia and standards new zealand. this joint australian/new zealand standard was prepared by the joint technical committee ob/7-risk management. this was approved on analysis of advantages and disadvantages… (ferry jie; et. al.) 199 behalf of the council of standards australia on 2 april 1999 and on the behalf of the council of standards new zealand on 22 march 1999. in addition, this was published on 12 april 1999. this standard is the world first and is designed to complement iso 9000 activities. in addition, these standard summaries procedures which every organization can apply to facilitate establish context, identify, assess, analyse, treat, monitor and communicate with regard to risk. as/nzs 4360: risk management model chart can be seen at figure 1. it is a generic standard and only a guideline. it suggests a process rather than tools which are specific to particular industries. as/nzs 4360 has been widely adopted by industries of various sizes as the basis for their operational risk management. a number of handbooks have been published to help the application of as/nzs 4360 to specific industries or types of risk. figure 1 risk management model according to public comments that as/nzs 4360 is a consistent approach to risk management and its terminology. furthermore, this standard is easy to read format using language everyone can relate to and also can be adopted at every stage in the activity, function, project which generated by public, private or community/enterprise organization. according to bullish technologies (2002), as/nzs 4360: risk management propitiates facing the numerous risk with the advent of a "knowledge based global e-economy". based on strategy unit report in the united kingdom (2002), “the most established, as/nzs 4360, has been very well received internationally, widely influential, and adopted by, for example, the majority of government organisations in australia and the national health service and office of national statistics in the uk. the department of health also proposes to adopt the standard”. journal the winners, vol. 3 no. 2, september 2002: 196-210 200 2. as/nzs 4801: occupational health and safety management systems as/nzs 4801: occupational health and safety management system-general guidelines on principles, systems and supporting techniques was also published by standards australia and standards new zealand, in 2001. this standard is working in concurrence with as/nzs 4804. infact, as/nzs 4804 is a guideline to support for implementing and improving the occupational health and safety management system. this standard is “the part of the overall management system which includes organisational structure, planning activities, responsibilities, practices, procedures and resources for developing, implementing, achieving, reviewing and maintaining the ohs policy and so managing the risks associated with the business of the organisation”. the aim of this standard is to aid in the implementation, development, and improvement of occupational health and safety management systems. as/nzs 4801:2001 can be seen at figure 2. this standard provides auditable criteria for an occupational health and safety management system. moreover, this standard covers all the best elements of such systems (including guidance on how the criteria may be accomplished) already widely used in australia and new zealand organizations. as/nzs 4801 is intended to be used for certification and also for continuous improvement. as/nzs 4801 covers the comprehensive range of the requirements for effective occupational health and safety practice such as setting the policy, planning (identification of hazards, assessment and control the operational risks), setting training and competence, monitoring, measuring and recording management, auditing procedures and requirements, and reviewing management. figure 2 as/nzs 4801:2001, ohs management system model analysis of advantages and disadvantages… (ferry jie; et. al.) 201 3. as/nzs iso 9000: quality management system (version 2000 and version 1994) as/nzs iso 9001: quality management systems-requirements was published by standards australia and standards new zealand, in 2000. the aim of this standard is the effectiveness of the quality management system in meeting customer requirements. in addition, iso 9000:2000 can help the organizations to improve the operations and competitiveness. as/nzs iso 9001:2000, quality management system model chart can be seen at figure 3. figure 3 as/nzs iso 9001: quality management system model according to iso survey of iso 9000: quality management systems in 1999, australia has had the highest growth of iso 9000 certifications with 8,883 new certificates released. the language of this standard is easier to understand and also to apply to all industries. and another positive of this standard is the ability to make compatible with iso 14001. other strengths of the iso 9000 approach are this model is prescriptive and therefore the way forward is clear and unambiguous and the end point (achieving certified status) is well defined and externally validated (najmi and kehoe, 2000). kehoe (1996) explained that iso 9000:1994 (version) provides a number of qualitative advantages. in addition, british standard institution estimated that most companies can reduce the operating costs by 10 % on average with using iso 9000:1987 (version) (marquardt, 1992). based journal the winners, vol. 3 no. 2, september 2002: 196-210 202 on the survey which has conducted by lloyd’s register quality assurance ltd (lrqa) (1991), around 400 quality managers and senior managers defined that the advantages of iso 9000 can be accomplished in a variety of categories. furthermore, dale and oakland explained that there is an extensive list of qualitative and quantitative advantages of iso 9000 certification (1991). other survey about how implementation of iso 9000 has already been beneficial to industry. according to kanji that iso 9000:1994 (version) provides a reliable set of procedures and requirements that can be generally practical. he stated that when the organization has the quality system, the organization may have the capability to provide quality goods and services to their customers. curry and monaghan (1994) added the explanation that there are some advantages to be had for some local authority services in applying a qms model (iso 9000:1994 version). rayner and porter (1991), defined that there are some reasons to implement the iso 9000 are such as the market consideration, actual customer pressure, anticipated customer pressure, gain market advantage, access new markets, improve quality, and avoid multi assessment. according to the survey conducted by brown and van der wiele in 1995, the similar reasons for applying the iso 9000 are such as the customer requirements, to improve customer service, marketing, internal efficiency, and as a basis for a quality push. beattle and sohal (1999) explained that implementing iso 9000 in australian organizations can gives some benefits in strategic business (market share including the ability to tender on government work) and operational business (customer service). mc teer and dale stated that there are some benefits of iso 9000:1994 (version) system certification and registration process such as world wide recognition, make use of of certifying firm’s logo in sales literature and advertising, less but more focused audits by suppliers, faster, easier, and more comprehensive employee training, increased productivity, and lower production costs. 4. as/nzs iso 14000: environment management system as/nzs iso 14001: environmental management systems-specification with guidance for use was prepared by the standards australia and standards new zealand qr/11 in 1996 it is the same as the international standard iso 14001: environmental management systemsspecification with guidance for use. the key elements of an as/nzs iso 14001 are environmental policy, planning, implementation and operation, checking and corrective action, management review and continual improvement. as/nzs iso 14001, environmental management systems model chart can be seen at figure 4. according to iso survey of iso 14000: environmental management systems certificates in 1996, australia registered 356 new certificates under this standard. this standard is one part of management tools to enable an organization of any size or type which want to improve and control the impact of its activities, products or services on the environment. in addition, this standard can be used to assure itself of conformance with its stated environmental policy. according to rondinelli et al (2000) that iso 14001 has some strengths as follows. 1. gives the “framework for continuous improvement of environmental performance”. 2. iso 14001 is a complementary mechanism that is flexible and adaptive, and enhances the overall implementation regulatory framework. 3. minimises the environmental incidents and liability. analysis of advantages and disadvantages… (ferry jie; et. al.) 203 4. improves the organization images among regulators, community and consumers or other parties. 5. it is strong credibility to trade/exporters. 6. this is a communication tool and partnership tool for conveying the verifiable message and also getting a common ground. 7. stakeholder can participate involved in the environmental management system design. figure 4 as/nzs iso 14001: environmental management system model 5. as/nzs 3806: compliance management systems this standard gives the principles or essential elements for the development, implementation, maintenance, and management of effective compliance programs within both public and private organizations. this standard gives the structure for an effective compliance program to prevent, identify and respond to, breaches of laws, regulations, codes or organizational standards occurring in the organisation. in addition, this standard promotes a culture of compliance within the organization and assists the organization in remaining or becoming a good corporate citizen. this standard has three core elements as follows. a. structural elements (commitment, compliance policy, management responsibility, resources, continuous improvement). b. operational elements (identification of compliance issues, operating procedures for compliance, implementation, complaints handling system, record keeping, identification and rectification, systemic and recurring problems, reporting, management supervision). c. maintenance elements (education and training, visibility and communication, monitoring and assessment, review, liaison, and accountability). journal the winners, vol. 3 no. 2, september 2002: 196-210 204 6. as/nzs 4444 information security management as/nzs 4444 (1999) information security management gives a lot of description about the security mechanism and framework, protecting the confidentiality, integrity, and availability of information. in addition, this standard covers all dimensions of information security management such as security policy, security organization, asset classification and control, personnel security, physical and environmental security, communications and operational management, access control, system development and maintenance, business continuity management, and compliance. basically, when as/nzs 4360 combines with as/nzs 4444, they will give the good performance framework for building effective security. this standard is divided into two sections, the first section is about a code of practice for information security management and the second section is about the specification a risk management based information security management system. disadvantages analysis 1. as/nzs 4360: risk management the main of disadvantage of this standard is that the process of as/nzs 4360:risk management system is very general, not specific/not adequate to cover particular risks of industries and does not have the specific tools and processes (grey, 2001), even though this model is considered to be an excellent basic framework and has widely applicability. and this standard does not go far enough for public sectors. in addition, this system does not have the integration between qualitative and quantitative tools and also integration between individual and overall risks. according to erma new zealand that “by nature as/nzs 4360 does not address the detail of the specific issues that risk managers working in specialist areas face in using the standard”. based on the analysis of the researcher about this standard, there are some other disadvantages of as/nzs 4360 are as follows. a. there is no risk identification process in detail (in risk management process). b. and there is just a little bit risk identification tools (not providing the particulars tools). c. there is no computerization tool of qualitative, semi quantitative and quantitative analysis in risk analysis step. d. there is not many risk analysis tools. e. there is no risk monitoring and review process and also risk communication and consultation process. f. there is no mention about the risk monitoring and review tools and risk communication and consultation tools. g. there is only a little bit identifying options for risk treatments (only reduce / control likelihood and reduce / control consequences). what about other risk treatments or risk strategies, such as mitigation, retain, transferring options, etc). h. no explanation in detail all identifying options for risk treatments. i. there is no sample or example risk identification, risk analysis/evaluation tools. analysis of advantages and disadvantages… (ferry jie; et. al.) 205 2. as/nzs 4801: occupational health and safety management systems one of disadvantage of this model is a general model (not a specification model), even though it aims to cover the best elements of such systems which are already widely used in australia and new zealand. in addition, it does not indicate specific occupational health and safety performance results. one weakness of this standard is that it does not deal with health surveillance. according to sai global assurance services that as/nzs 4801 provides general guidelines on the systems, principles, and supporting techniques. 3. as/nzs iso 9000: quality management system all requirements of iso 9001 are generic (not specific) even though this standard is widely applicable to all organizations regardless of type, size, and product provided. this standard is independent of any specific industry and it have to be interpreted by the user in order to put it into practice. in addition, iso 9000 is not in itself sufficient to ensure that a high and continually improving level of quality is attained. there are the following of the year 2000 problem of iso 9000: the standards should have increased compatibility with the iso 14000 and should have an ordinary structure based on a process system. iso 9001 requirements should include display of continuous improvement and avoidance of non conformity. iso 9001 should deal with effectiveness while iso 9004 should address both efficiency and effectiveness. iso 9004 should help achieve benefits for all interested parties, for instance, customers, owners, employees, suppliers and society. the revised standards should be simple to use, easy to understand, and use clear language and terminology. the standards should facilitate self evaluation. the standards should be suitable for all sizes of organizations, operation in any economic or industrial sector, and the manufacturing orientation of the current standards should be removed. according to jurgen dorn and riccardo peratello, iso 9000 is often unwanted internally because this standard is bureaucratic overhead (in particularly for maintenance), this standard missed the acceptance of process orientation and totality, and also this standard is inability to model processes (due to soft preferences). another disadvantage of iso 9000 is this standard does not deliver the ongoing quality improvement or long term competitive advantage associated with tqm. therefore, the relationship between iso 9000 and tqm is often poorly understood and for many companies the transition from being an iso 9000 certified company to becoming a total quality is uncertain. another drawback of this standard is to meet the standard’s requirements, the organization needs to invest additional time, and resources. there are some criticisms and disadvantages of iso 9000 (old version) as follows. a. the cost is high. b. this is commonly erroneous as a guarantee for quality. c. infact the certification process makes too much paperwork. d. there is unwarranted pressure on suppliers to get the certification. e. the system of accreditation is poor. f. iso 9000 series are general and represent minimum requirements for an effective quality system. g. iso 9000 series does not provide the continuous improvement. h. this standard does not focus strongly on customer satisfaction. journal the winners, vol. 3 no. 2, september 2002: 196-210 206 4. as/nzs iso 14001: environment management system as/nzs iso 14001:1996 is quite simple and does not create complete requirements for environmental performance further than commitment, in the policy, to compliance with applicable legislation and regulations and to continual improvement. also, it is not intended to address and does not include requirements for aspects of occupational health and safety management. it encourages integration of such management system elements but does not offer advice on how to do so. in addition, this standard provides little attention to sustainability (the full-size picture of environmental, social performance and economic) and corporate social responsibility. another major disadvantage of iso 14000 is its lack of public awareness and thereby lack of mass support. this standard does not go far enough for reducing organizations environmental impacts. according to bullish technologies, as/nzs iso 14000 does not identify specifically any requirements for particular products or processes. moreover, as/nzs iso 14001 does not put any criteria for environmental performance and also does not modify any regulatory compliance and legal requests. in addition, wwf stated that as/nzs iso 14000 does not have absolute performance level for organizations so the organizations with poor performance level can be able to get the certification and environmental documentation. this standard does not identify specifically the levels of performance that let a wide variety of organizations to put into practice them, whatever their current level of environment maturity is. according to rondinelli et al that iso 14001 has some disadvantages as follows. a. it lacks the necessities for public access to regulatory compliance, information, and liability/accountability. b. it is not suitable for education institutions such as universities, schools, because the cost of this might be expensive. c. this can not differentiate between pollution prevention and pollution control d. attention to detail of an environmental management system is sometimes missing from maturity of the organization. e. lack of supplier condition has limited its effectiveness. f. some organizations adopt iso 14001 only to get their public image (not achieving the overall goal of sustainable development). 5. as/nzs 3806: compliance management systems the disadvantages of this standard are as follows. a. this standard is only a guidance only and very general. b. this standard only provides the guidance for small business only in appendix a. 6. as/nzs 4444: information security management the disadvantages of this standard are as follows. a. this standard does not provide the guidance for any kind of size of organizations, for instance lack examples and implementation suggestions. b. this standard is very general. c. this lacks the examples and the implementation / actions suggestion. analysis of advantages and disadvantages… (ferry jie; et. al.) 207 summary in conclusion, this paper will give a good contribution for overview of the existing operational risk management models such as (as/nzs 4360: risk management, as/nzs 4801: occupational health and safety management systems, as/nzs iso 9001: quality management system, as/nzs iso 14001: environment management system, as/nzs 3806: compliance management system, as/nzs 4444: information security management) in particularly in the analysis of advantages and disadvantages based on the literature review and expert experience. for instance, the advantages of most current models are widely adopted by industries of various of sizes as the basis for their operational risk management. in addition, they may help the organizations to improve the operations and competitiveness. however there are some disadvantages of most current models such as the models are very general (guidance only), not specific to cover particular risks of industries. and they don’t have the specific tools and processes. in addition, they may not be able to integrate all elements of the management systems such as safety, health, environment, quality, security and compliance. for instance, many organizations used the various standards separately and also independently of existing business management system. hopefully, the organizations can choose which one of the current models is suitable or the best for managing the risks or hazards. another benefit is for academic perspective, the researchers can analyse about the measurement of the performance of the current operational risk management models and 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ssystems-specification with guidance for use. as/nzs 4801:2001. standards australia international. and standards new zealand. quality management systemsrequirements. as/nzs iso 9001:2000. standards australia international. and standards new zealand. 1998. compliance programs. as/nzs 3806. standards australia international. and standards new zealand. information security management. as/nzs 4444:1999. struebing, l. “9000 standards.” 1996. quality progress. 29: p. 15. the international occupational hygiene association. 1998. review and analysis of international, national, and regional systems and proposals for a new international documentoccupational health and safety management systems. vega consulting gmbh. 2002. business excellence in the airline industry. wheeler, s. 2000. does iso 14001 provide an effective ems that reduces an organization's environmental impacts? a critical investigation incorporating an intial environmental review and proposed revisions for the iso 14001 sstandard. wwf. 1995. forests for life. wwf's 1995 seminar proceedings. wideman, r.m. 1992. project and program risk management: a guide to managing project risk and opportunities. usa: project management institute pmi. economic, business, management, and information system journal volume 5, nomor 2, september 2004 issn: 1412 1212 pelindung dr. th. widia soerjaningsih once kurniawan, s.kom., m.m. ir. bahtiar s. abbas, m.sc., ph.d. redaktur utama prof. dr. gerardus polla, m.app.sc. dewan redaksi antonius herusetya s.e., m.m., ak. parulian sihotang, ak., m.acc., ph.d. ir. harjanto prabowo, m.m. e.a. kuncoro, s.e., m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) dr. suroso isnandar, m.sc. (university of abertay, united kingdom) marien van den boom, ph.d. (inholland university, the netherlands) editor dra. endang ernawati, m.lib. titik rahayu s., s.s. david andriansyah, s.hum. sekretariat hery h.m., s.kom. harkat christian zamasi holil alamat sekretariat subcenter publikasi ilmiah bidang ekonomi, center of research and publication, universitas bina nusantara jl. kebon jeruk raya no. 27, kemanggisan, jakarta barat 11530 telp. (021) 5345830, 5350660 ext. 1706 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subcenter publikasi ilmiah bidang ekonomi universitas bina nusantara economic, business, management, and information system journal volume 5, nomor 2, september 2004 issn: 1412 1212 daftar isi kata pengantar................................................................................................................... v th. widia soerjaningsih peningkatan mutu proses perguruan tinggi melalui sistem mutu iso 9000 (quality improvement of college proccess through iso 9000 quality system)................ 79-89 engkos achmad kuncoro renovasi sistem menuju ekonomi rakyat berkeadilan (system renovation toward a justified public economy)...................................................... 90107 bagus sumargo pendidikan bisnis, bisnis pendidikan (business education, education business)................................................................................ 108-113 harjanto prabowo; bahtiar saleh abbas; meyliana studi tentang pengaruh penggunaan teknologi dan sistem informasi, sistem manajemen mutu, dan budaya organisasi terhadap kinerja manajemen perguruan tinggi swasta: studi kasus universitas bina nusantara (a study on the impacts of technology information system, quality management system, and organization culture on private college management performance: a case study of bina nusantara university)........................... 114136 adang sudjana pengaruh metode pencatatan perpetual inventory method dan physical inventory method terhadap laba fiskal dalam uu pajak penghasilan (the impacts of recording method of perpetual inventory and physical inventory methods on tax profit regulation).................................................. 137142 th. widia soerjaningsih teaching leadership using concept map: a case study for the relationship between manager and leader....................................................................................................... 143-148 s. liawatimena; johan; selamat analisis strategi pemasaran terhadap tingkat kepuasan pelanggan ojolali.com kata pengantar journal the winners untuk penerbitan vol. 5 no. 2, september 2004 berisi tujuh artikel yang membahas masalah peningkatan mutu proses perguruan tinggi melalui sistem mutu iso 9000, renovasi sistem menuju ekonomi rakyat berkeadilan, pendidikan bisnis, bisnis pendidikan, studi tentang pengaruh penggunaan teknologi dan sistem informasi, sistem manajemen mutu, dan budaya organisasi terhadap kinerja manajemen perguruan tinggi swasta: studi kasus universitas bina nusantara, pengaruh metode pencatatan perpetual inventory method dan physical inventory method terhadap laba fiskal dalam uu pajak penghasilan, teaching leadership using a concept map: case study for relation between manager and leader, dan analisis strategi pemasaran terhadap tingkat kepuasan pelanggan ojolali.com. journal the winners ini merupakan hasil kerja penulis, tim redaksi, dan partisipasi segenap civitas akademika yang menekuni bidang economic, business, management, and information system journal. mudah-mudahan jurnal ini bermanfaat bagi pembaca. jakarta, september 2004 redaktur utama prof. dr. gerardus polla, m.app.sc. microsoft word 08_mn_jajat sudrajat_rev1.doc analysis of entrepreneurship …… (jajat sudrajat, et al.) 67 entrepreneurship learning process by using swot analysis jajat sudrajat1; muhammad ali rahman2; antonius sianturi3; vendy4 1,2,3,4 management department, school of business management, binus university jln. k.h. syahdan no. 9, palmerah jakarta barat, 11480 1jsudrajat@binus.edu abstract the research objective was to produce a model of learning entrepreneurship by using swot analysis, which was currently being run with the concept of large classes and small classes. the benefits of this study was expected to be useful for the binus entrepreneurship center (bec) unit to create a map development learning entrepreneurship. influences that would be generated by using swot analysis were very wide as the benefits of the implementation of large classes and small classes for students and faculty. participants of this study were binus student of various majors who were taking courses en001 and en002. this study used research and development that examining the theoretical learning components of entrepreneurship education (teaching and learning dimension), where there were six dimensions of the survey which was a fundamental element in determining the framework of entrepreneurship education. research finds that a strategy based on a matrix of factors is at least eight strategies for improving the learning process of entrepreneurship. from eight strategies are one of them strategies to increase collaboration bec with family support. this strategy is supported by the survey results to the three majors who are following the en001 and en002, where more than 85% of the students are willing to do an aptitude test to determine the advantages and disadvantages of self-development and more of 54% of the students are not willing to accept the wishes of their parents because they do not correspond to his ideals. based on the above results, it is suggested for further research, namely developing entrepreneurship research by analyzing other dimensions. keywords: entrepreneurship, learning process, swot analysis introduction in the developing countries, such as indonesia, 86% of new jobs are created by small and medium business. both in developed and developing countries, cultures and creativities play risk, structural policy, and supporting education are the foundation for growth and prosperity entrepreneurship activities. the main problem until now is the majority of students as young people still have a mind that they must seek a job. they also get support from their parents who want their children to choose work rather than entrepreneurship. agung in napitupulu (2012) has said that it occurs partly because people still shackled the idea that education should end up working in a national or multinational company. there are various frameworks or models in providing education of entrepreneurship at various educational institutions. each institution has a different focus that contributes to the growth of sustainable and maturation of entrepreneurship as a general course, in which it gives effect to contribute directly to economic productivity and jobs. currently, the private universities (pts) offers a variety of courses to attract students that course is related to the business. bina nusantara university as private seed in indonesia draws on its curriculum in 2015 that targeted the program of 2 of 3 graduates work in global company or becomes entrepreneurs. as much as 71% of students who graduated in bina nusantara university at graduation 51 on monday (12-01-15) had already been 68 journal the winners, vol. 17 no. 1, march 2016: 67-75 employed. at graduation 51, there are 345 alumni that have already worked in global companies and 105 of them have become entrepreneurs. central bureau of statistics/badan pusat statistik (2014) has mentioned that the level of unemployment indonesia in 2011 reaches 6,8% or 8,1 million. the largest percentage is the college graduates with percentage 21,5% where 9,9% of bachelor and 11,6% of diploma. the statistical data illustrates that the independence of students need jobs. based on a survey for entrepreneurship education framework (parsley, 2010), there are six dimensions of this survey are a fundamental element in determining the framework of entrepreneurship education. the survey is divided into several dimensions and sub-dimensions as follows strategy, infrastructure institutions, resources, teaching and learning, development, parties outside. the strategy is the policies and goals that describe the undergraduate or graduate from an institution's commitment to entrepreneurship education. the sub-dimensions of this part are (1) objective entrepreneurship, the purpose of entrepreneurship is embedded in the institution's mission statement or overarching goal to promote entrepreneurship. (2) entrepreneurship policy, the policy has long been known in the institution or plan activities to support entrepreneurship. (3) the strategy is implanted by the person authorized (assistant lecturer, lecturer, professor, dean, vice-chancellor, and structural employees at the entrepreneurship) with management direction to oversee the implementation of policies and objectives. the infrastructure institutions are the sources of support outside the classroom for those who are interested in entrepreneurship. the sub-dimensions of infrastructure institutions are (1) approach, the access to the department of entrepreneurship, entrepreneurship centers, facilities and technology transfer office. (2) the signification on entrepreneurship, responsible entrepreneurship designated (permanent or non-permanent), excluding associates and assistant professors to support entrepreneurship on campus. (3) research in entrepreneurship research and entrepreneurship education. (4) the structure of interdisciplinary structures allows students to receive credit toward their degrees on graduation entrepreneurship education. sub-dimension is also considering entrepreneurship activities across faculties to offer opportunities for students of different faculties to cooperate. the resources are funding and resources available for the education of entrepreneurship. the sub-dimensions of the resources are (1) the budget allocation, financial support for entrepreneurship education and the overall budget for entrepreneurship. (2) sources of income, money that arises as a result of entrepreneurship education. (3) type of financing, existing financial commitment to entrepreneurship education (financing short-term, medium or long). teaching and learning about the theoretical component of entrepreneurship education. the sub-dimensions of teaching and learning are (1) subject, a number of credits of entrepreneurship education, by the level of education (diploma, undergraduate, and postgraduate). (2) the program, access to courses in entrepreneurship with the level of education. (3) curriculum, the method that used in the development of an entrepreneurship curriculum, such as learning from other institutions (inside and outside the country), in collaboration with practitioners, or collaboration between faculties/disciplines. (4) teaching methods such as lectures, case studies, practitioner, team projects, company visits, and practical work. (5) extracurricular activities like seminars, business plan competitions, visits to companies, meetings between students and business owners outside, training schemes. development is the processes that are given to evaluate and monitor the effectiveness of entrepreneurship education. this development can be seen from (1) evaluation, the evaluation procedure formal. (2) improvements based on the user, evaluation of entrepreneurship courses to measure the results, of course, from the perspective of students and users (investors, businessmen, analysis of entrepreneurship …… (jajat sudrajat, et al.) 69 etc). (3) management and development of human resources, the introduction of staff achievement in entrepreneurship education, the need for staff to have the experience of entrepreneurs, inviting guest lecturers. and the last is the parties outside where the relationship with the community and students associated with the experience of doing entrepreneurship. the parties outside are (1) alumni, stay in a relationship with alumni that involved in entrepreneurship. (2) relationships with stakeholders, the existing relationships with foundations, private companies, entrepreneurs, government, a group of scientists, incubator, or specialized institutions in entrepreneurship. (3) community involvement, the students that are involved with practical work, project work, and business competition to develop the mindset and skills of entrepreneurship. sarasvathy (n.d) has said that entrepreneurs are conducting entrepreneurship that their activities are different from the managerial or strategic thinker because entrepreneurs have the desire and the hope that comes from something invisible or abstract for humans. other research results from bambang pratama and qudrat nugraha (2010) that the number of student respondents can be seen mostly binus students after graduation, they have said that the college students want to open their own business, it is seen by the highest number as much as 70,43%, and it is followed by the number of students who want to work as much as 24,35%. the biggest challenge for the managers of higher education is to prepare students with the competencies required to be capable of learning independently (arjanggi & suprihatin, 2010). the learning process in en001 and en002 that each student classifies each group of maximum 5 people; each group is required to create a project with an output in the form of a prototype. based on the results of the study by thomas (2013) entitled "learning for entrepreneurship in heterogeneous groups: experiences from an international, interdisciplinary higher education student program" with the object of study of the european experience summer school (ess), which has the objective to develop the entrepreneurial competence of international students from various background nonmanagement, non-business as many as 35 students from the netherlands, latvia and estonia. one of the research results, as follows (1) "... the team is more important than ideas. if you do not have a good idea, you can think of new ones. without a good team, you will not be flexible enough to think of new ideas. and without a good team, it will not work at all ...." (2) "... could be very different culture and awareness of the importance of animated discussion, despite having different opinions and share information multicultural diversity.." from the results of these studies as a basis for developing learning entrepreneurship by combining more than two courses in small classes, because basically, humans have the ability within himself that can be explored so as to be empowered and developed. the concept of individual learning based on the opinions kolb in kusumastuti (2005) that the learning model or problem solving is the process of translating experience into a concept. the rules and principles are to be used as a guide for individuals to behave in a new situation and also the modification process concepts acquired to improve the effectiveness of individuals. learning includes the process of active and passive, or concrete experience which is the basis for the observation and reflection; then the result will be assimilated observations in the theory, in order to obtain an understanding to be used as guidance in future operations. methods the research method used in this research is of research and development method by using swot analysis. according to dharma (2008), methods of research and development are a series of processes or steps in order to develop a new product or enhance existing products in order to be 70 journal the winners, vol. 17 no. 1, march 2016: 67-75 justified. these products are not always shaped objects or hardware such as books, modules, learning tools in the classroom or the laboratory. besides that it can also be software such as computer programs for data processing, learning in the classroom, library or laboratory, or models of education, learning, training, coaching, evaluation, management systems, and others. data collection techniques in this study conducted by two methods are the study of literature and field research. literature study is conducted by studying a variety of journals, literature, and books in the library and other information resources via the internet. literature study is conducted in order to obtain information that used as the theoretical basis of this research. a second data collection technique of field research is conducted by taking secondary data from previous studies of the pratama & nugraha (2010). preliminary study swot analysis of student interests after graduating with the case study is the students of binus university entrepreneurship in the it classes, literature, and mixed. the report is required to process the data regarding the variables to be studied and tested in this study. in this study, it will be explained about the analysis to be carried out to analyze the factors that affect teaching and learning the process. analyses are performed with matrix factor explaining strategies that meet the criteria for a predetermined period of observation. in this study, the method used is the swot analysis. the research frameworks which applay research and development with swot analysis are as follows: (1) swot analysis on the six-dimensional survey of entrepreneurship education framework. the survey is conducted in six dimensions along with the sub-dimensions that described in the previous section in order to get the results of a swot analysis. the survey results in the form data are then performed data processing which produces analysis strengths, weakness, opportunities, and threats. (2) data processing that determines the correlation (or lack circumstances correlation) between the current learning method against expected results (summit consulting, 2009). the survey data that analyzed contains several questions, namely (1) do students inspired business idea at the time to follow the big class? (2) do students get inspired by the merger of several departments in the big classes? (3) do the students get business ideas to be discussed in more focus on small classes? (4) do the students get an idea of business development at the time in the small classes? follow-up questions if the answer to the previous questions is yes (1) can these inspirations be developed in small classes? (2) can the merger of some departments facilitate the developing business ideas in small classes? (3) can the development of business ideas be done in small classes? (4) does after developing a business idea they objectify their business ideas? furthermore, the writers estimate a series of logistic regression to examine the correlations between different types of output involves; they are (1) expertise is expected to make market research and business plan. (2) participation of entrepreneurship participants (multi-department cooperation). (3) the performance of participants that can create a presentation with good communication. (4) various other supporting factors (communicative, makes the application of ideas in the social media, etc.). the logistic regression model is used because often these output variables are in pairs or associated. the purpose of using regression analysis does not determine model the output driver of entrepreneurial comprehensively, but rather to determine whether the correlation found is the result of factors another confounding. in other cases, it uses the average difference test to determine the participation in the learning methods differs significantly from the one that does not use the average difference test. the article uses these methods to test the following hypotheses (1) students are inspired by the business idea in large classes and small classes. (2) students are interested in merging various departments in large classes and small class. (3) students are ready benefiting with large classes and small classes. analysis of entrepreneurship …… (jajat sudrajat, et al.) 71 results and discussions in order to improve the quality of the institution headed toward world-class university, bina nusantara university has formulated a vision and mission development that lead to the institutional capacity building as well as monitoring and evaluation (m&e) on the quality and quality assurance regularly. evaluation of bina nusantara university in the last five years that must do are related to the study of the external environment, performance and management of academic programs, availability and management of resources, the improvement of quality assurance at the institutional level, as well as the development plan bina nusantara university in 2014. the results of institution evaluation form 2020 vision that a world-class university in continuous pursuit of innovation and enterprise. the 20102020 strategic plans are focused on improving the competitiveness of graduates in the competition in the era of globalization so that it can be absorbed well in the world of work and gain international recognition that bina nusantara university is a world-class university in 2020. in an effort to achieve its vision and mission, bina nusantara university has been set as follows (1) give recognition and appreciation to the talents of the most creative and the most added values. (2) providing an experience of teaching, learning, and world-class research that emphasizes excellence in scientific research, innovation, and entrepreneurship. (3) generate global community leaders who excelled and organized professional services through the application of science-based emphasis on community. (4) improving the quality of life for the people of indonesia and the international community. the approach taken in the strategic plan is to be able to realize the expectations outlined in the vision 2020. so the 2020 vision has been the main goal of the strategy and the efforts that are made by bina nusantara university. objectives that need to be achieved by 2020 in accordance with the vision outlined in the bina nusantara university are (1) world class means that bina nusantara university will produce the best examples or best practices that quality is well accepted in the international environment in learning process, research, and community service. (2) knowledge institution is defined by bina nusantara university’s role as a university in developing science in accordance with their respective fields of science and knowledge development so that they can provide economic added value in its application in society. (3) innovation is the application of knowledge that generated by bina nusantara university either breakthrough or development of existing knowledge in order to create a competitive added value for the stakeholders. (4) enterprises are the business innovative practice that generated by bina nusantara university to provide positive changes in an individual or an organization in order to increase the contribution of an individual or organization in the world. to achieve the above objectives, bina nusantara university must establish seven main strategies. these main strategies include academic quality, research that results in an exceptional (high impact research), internationalization and industrial cooperation (internationalization and industry relations/partnerships), readiness working in foreign countries and entrepreneurship (global employability and entrepreneurship), development of science and innovation (knowledge and innovation), recognition of the global world and the choice of university, and sustainable growth. through the achievement of these main strategies, it is expected bina nusantara university graduates may have the ability to work in the international environment. in addition to the strategies that have been mentioned, the graduates are equipped with debriefing soft-skills so as to improve the satisfaction level of user’s graduates. merging academic standards is enriched by high-quality research and learning experience abroad and the briefing is expected to be a soft-skills strategy so as to produce graduates who can be accepted to work in foreign countries. entrepreneurial attitude also can be one answer to increasing the percentage of graduates entering the workforce. the concept of entrepreneurial learning is a concept that is given to all students of bina nusantara university to have smart and good value. 72 journal the winners, vol. 17 no. 1, march 2016: 67-75 in order to strengthen the entrepreneurial briefing to the students, bina nusantara university establishes the unit of entrepreneurship center, binus entrepreneurship center (bec). it is under the auspices of the vice rector of the global employability and entrepreneurship. the scope of bec’s work includes the entrepreneurship curriculum development, consulting and incubation of start-up, develop and implement activities that support increased entrepreneurial character. description and analysis of the data are obtained from primary and secondary data research. primary data of this study are the result of a questionnaire distributed to 263 people. the data are the main data which is supported by the analysis of secondary data that obtained from the analysis of field observations and some literature sources to strengthen and deepen the analysis result. data are obtained from the literature that will be used as secondary data to complement and support the primary data. the swot analysis is structured planning method that used to evaluate the strengths, weakness, opportunities, and threats that involved in a project or a business venture. the swot analysis can be done for products, places, industry or people. this involves determining the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable in achieving the objective, seen in table 1 and table 2. table 1 swot analysis strength (s), the internal factors of strength are students’ strong interest to open a business conducive environment campus environment that supports (binus entrepreneurship center) family support courses that especially packaged about the entrepreneurship weakneses (w), the internal factors of weakness are lack experience of students in business that they will be entered week business concepts and marketing concepts in the work lack understanding of the student in financial effort do not know the time in entering market (starup) not all lecturers have business experience opportunities (o), the external factors of opportunities are the conducive economy of the country that allows the growth of the creative industries a global economy that is open to anyone who has a high skill ict based opportunities are still wide open the market demands at home and abroad are quite high campus environment that supports treats threats (t), the external factors of threats are lack experience of students in business that they will be entered weak business concepts and marketing concepts in the work lack understanding of students about the financial effort not all lecturers (afm) has the business experience table 2 factors matrix strategy ifas (internal strategic factors analysis summary) efas (external strategic factors analysis summary) strengths (s) (internal factors of strength) weaknesses (w) (internal factors of weaknesses) analysis of entrepreneurship …… (jajat sudrajat, et al.) 73 table 2 factors matrix strategy (continued) opportunities (o) (external factors of opportunities) so strategy is the strategy of using strength to take advantage of opportunities. 1. support in establishing of startup of creative industries that based on ict. 2. improve collaboration bec with family support. wo strategy is the strategies in minimizing weaknesses to exploit opportunities. 1. support in establishing of start-up of creative industries that based on ict. 2. improve collaboration bec with family support. threats (t) (external factors of threats) st strategy is the strategy of using strength to resolve the threats. wt strategy is the strategy in minimizing the weaknesses and avoiding the threats. ifas (internal strategic factors analysis summary) efas (external strategic factors analysis summary) strength (s) (internal factors of strength) weaknesses (w) (internal factors of weakness) opportunities (o) (external factors of opportunities) so strategy is the strategy of using strength to take advantage of opportunities. wo strategy is the strategy in minimizing the weaknesses to exploit opportunities table 3 shows the answers of respondents regarding willing to accept the wishes of parents, though not in accordance with the ideals and willing to do an aptitude test to find out the strengths and weaknesses of students for self-development. table 3 answer of the research respondents (students of bina nusantara university) description programs marcomm program management program dkv-accounting program willing to do an aptitude test to determine the strengths and weaknesses of the students for self-development 84% agree 16% disagree 85% agree 15% disagree 91% agree 9% disagree willing to accept the wishes of parents, though it is not in accordance with the ideals 57% agree 43% disagree 46% agree 54% disagree 38% agree 62% disagree based on table 3, it can be seen where 84% students of marcomm program, 85% students of management program, and 91% students of dkv and accounting program are willing to do an aptitude test to determine the advantages and disadvantages of self-developing. 16% of students from the marcomm program, 15% students of management program, and 9% students of dkv and accounting department are not willing to do an aptitude test. while 57% of students from the marcomm program, 46% students of management program, and 38% students of the accounting and dkv are willing to accept the wishes of parents, though it is not in accordance with their ideals. 43% students of marcomm program, 54% students of management program, and 38% students of accounting and dkv program are not willing to accept the wishes of parents, though not in accordance with their ideals. 74 journal the winners, vol. 17 no. 1, march 2016: 67-75 conclusions based on the results of data processing and discussion of research, analysis of entrepreneurship learning process by using swot analysis can be summed up as follows (1) run a minimum of eight strategies for improving the learning process entrepreneurship by prioritizing the most appropriate strategy to be implemented. (2) from eight strategies, there is one of the most appropriate to implement the strategy of increasing collaboration bec with family support. this strategy is supported by the survey results to the student that are willing to do an aptitude test to determine advantages and disadvantages of self-development. (3) more than 54% of students are not willing to accept the wishes of their parents because they do not correspond to their ideals. from the conclusions, in order to achieve the purpose and objective analysis of the process of learning entrepreneurship by using swot analysis, it is advisable to run strategy from bina nusantara university, especially bec (binus entrepreneurship center) to the enhance collaboration with the support of the family, the family invites students to dialogue on (1) willingness to students in the aptitude test, (2) from the results of aptitude test can be known if the student is interested in developing entrepreneurship. the suggestions for further research that based on the above results, it is suggested for further research, namely developing entrepreneurship research by analyzing other dimensions. references arjanggi, r., & suprihatin, t. (2010). peer tutoring learning methods improve learning outcomes based on selft-regulation. mekara, sosial humaniora, 14 (2), 91–97. retrieved from http://journal.ui.ac.id/index.php/humanities/article/viewfile/666/635 badan pusat statistik. (2014). jumlah angkatan kerja, penduduk bekerja, pengangguran, tpak dan tpt, 1986–2013. retrieved from https://www.bps.go.id/linktabelstatis/view/id/973 dharma, s. (2008). pendekatan, jenis, dan metode penelitian pendidikan. jakarta: departemen pendidikan nasional. kusumastuti, d. (2005). analysis of the relationship and the influence of the individual learning style of the entreperenurship competence. bandung: graduate studies, faculty of business and management at the university widyatama. napitupulu, e. l. (2012, october 23rd). mahasiswa masih terbelenggu mencari kerja. retrieved from http://edukasi.kompas.com/read/2012/10/23/1754510/mahasiswa.masih.terbelenggu.mencari .kerja parsley, c. (2010). the teaching and practice of entrepreneurship within canadian higher education institutions. retrieved april 13th 2015 from https://www.ic.gc.ca/eic/site/061.nsf/vwapj/entrepreneurshipentreprenariat_dec2010_eng.pdf/ $file/entrepreneurship-entreprenariat_dec2010_eng.pdf pratama, b., & nugraha, q. (2010). preliminary studies swot analysis of interest students after graduation class (student case study subjects makers entrepreneurship at binus university in class it, literature and mixed). retrieved from http://web.binus.ac.id/bec/articles/articles7.aspx analysis of entrepreneurship …… (jajat sudrajat, et al.) 75 sarasvathy, s. d. (n.d). society for effective action: what makes entrepreneurs entrepreneurial? retrieved april 13th 2015 from http://www.effectuation.org/sites/default/files/documents/what-makes-entrepreneursentrepreneurial-sarasvathy.pdf summit consulting. (2009). toward effective education of innovative entrepreneurs in small business: initial results from a survey of college students and graduates, september 2009. in sba, us small business administration. retrieved april 13th 2014 from https://www.sba.gov/sites/default/files/advocacy/rs353tot.pdf thomas, l. (2013). learning for entrepreneurship in heterogeneous groups: experiences from an international, interdisciplinary higher education student program. journal of humanities and social sciences, 17 (4), 383-399. issn14060922. microsoft word 01_idi setyo u._pengelolaan administrasi.doc keseriusan pengelolaan administrasi materiil… (idi setyo utomo) 63 keseriusan pengelolaan administrasi materiil di instansi pemerintah idi setyo utomo1 abstract article discusses one of the source or input needed by organization to achieve their goals, that is contribution. contribution as country asset need to be organized. because it is not simple to run the country asset or contribution. the country asset must be well organized so that the government effort on developing country asset must be done simultaneously and it becomes an integral part of national development. keywords: administration, government abstrak artikel membahas salah satu sumber daya atau input yang diperlukan organisasi untuk mencapai tujuan yang telah ditetapkan, yaitu benda/fisik yang sering disebut juga dengan materiil. materiil sebagai kekayaan negara perlu diatur pengelolaannya secara bertanggung jawab. hal itu disebabkan pengelolaan terhadap barang milik negara/kekayaan negara atau materiil itu tidaklah sederhana karena meliputi berbagai fungsi yang saling mengait. karena barang milik/kekayaan negara itu harus dikelola secara bertanggung jawab, upaya pemerintah terhadap perbaikan pengelolaan barang milik/kekayaan negara itu perlu dilaksanakan secara terus menerus dan merupakan bagian integral dari pembangunan nasional. kata kunci: administrasi, materiil, pemerintah 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 4 no. 2, september 2003: 63-71 64 pendahuluan dalam rangka kelancaran pelaksanaan kegiatan suatu organisasi untuk mencapai tujuan yang telah ditetapkan diperlukan adanya sumber daya atau input yang diperoleh dari lingkungan yang dapat dikelompokkan menjadi input sumber daya manusia, fisik, keuangan, dan informasi. salah satu sumber daya atau input yang diperlukan oleh organisasi dapat berupa benda/fisik yang sering disebut juga dengan materiil. dengan demikian, materiil merupakan salah satu sumber daya yang sangat penting dalam proses pencapaian tujuan organisasi baik organisasi swasta yang mengejar laba maupun organisasi nirlaba atau bahkan organisasi pemerintah. dalam kaitan antara materiil dan suatu organisasi pemerintahan ini, r.h.koeswandi mendefinisikan materiil sebagai “barang-barang dari semua kekayaan negara yang merupakan satuan tertentu yang dapat dihitung, diukur, dan ditimbang.” setiap manajemen mengharapkan agar pengelolaan sumber daya dapat dilakukan secara efektif dan efisien dalam mencapai tujuan organisasi. dari rumusan yang diutarakan oleh r.h. koeswandi tersebut maka materiil sebagai kekayaan negara perlu diatur pengelolaannya secara bertanggung jawab. hal itu disebabkan pengelolaan terhadap barang milik negara/kekayaan negara atau materiil itu tidaklah sederhana karena meliputi berbagai fungsi yang saling mengait. karena barang milik/kekayaan negara ini harus dikelola secara bertanggung jawab, upaya pemerintah terhadap perbaikan pengelolaan barang milik/kekayaan negara ini perlu dilaksanakan secara terus menerus dan merupakan bagian integral dari pembangunan nasional. mengenai arti pentingnya usaha perbaikan dan penyempurnaan administrasi pemerintah dapat dilihat pada setiap awal tahun anggaran baru pemerintah selalu mengeluarkan keputusan presiden tentang pelaksanaan anggaran pendapatan dan belanja negara yang beberapa pasalnya mengatur mengenai hal tersebut. adalah merupakan kebiasaan yang baik bahwa pada setiap 15 agustus presiden ri selalu menyampaikan pidato kenegaraan di dalam sidang pleno dewan perwakilan rakyat republik indonesia dan salah satu masalah pokok yang dikemukakan dalam pidato tersebut adalah mengenai rencana angaran pendapatan dan belanja negara tahun yang akan datang. sejalan dengan judul artikel ini, penulis ingin mengemukakan pengertian tentang administrasi materiil yang merupakan cabang dari ilmu administrasi sebagaimana diutarakan oleh r.h. koeswandi, yaitu “cabang administrasi ini mempelajari segenap proses penyelenggaraan yang mengenai kebutuhan, penyediaan dan penggunaan alat, benda, tempat kerja, dan fasilitas lainnya dalam usaha bekerjasama manusia”. dari pengertian di atas dapat dimengerti kalau dalam penerapannya, administrasi materiil di instansi pemerintah pun memerlukan tenaga dan pimpinan yang memahami tentang ilmu administrasi. untuk pembahasan selanjutnya, dalam artikel ini penulis membatasi pelaksanaan administrasi materiil pada ruang lingkup pada badan penelitian dan pengembangan pertanian, departemen pertanian. badan penelitian dan pengembangan pertanian departemen pertanian (selanjutnya disingkat dengan badan litbang pertanian) dibentuk berdasarkan keputusan presiden ri no.45 tahun 1974 yang pelaksanaannya diatur kemudian dengan keputusan menteri pertanian no.190 tahun 1975. sejak berdirinya sampai sekarang, badan litbang pertanian telah mengalami beberapa kali perubahan dan terakhir diatur dengan keputusan presiden no. 165 dan 177 tahun 2001 serta keputusan menteri pertanian no.01 dan no.99 tahun 2001. berdasarkan keputusan menteri pertanian tersebut badan litbang pertanian mempunyai tugas melaksanakan penelitian keseriusan pengelolaan administrasi materiil… (idi setyo utomo) 65 dan pengembangan di bidang pertanian. dalam melaksanakan tugas tersebut badan litbang pertanian menyelenggarakan fungsi sebagai berikut. 1. perumusan kebijaksanaan penelitian dan pengembangan teknologi tinggi dan strategis di bidang pertanian. 2. perumusan program kegiatan penelitian dan pengembangan teknologi tinggi dan strategis di bidang pertanian. 3. pelaksanaan kegiatan penelitian dan pengembangan teknologi tinggi dan strategis di bidang pertanian. 4. evaluasi pelaksanaan penelitian dan pengembangan teknologi tinggi dan strategis di bidang pertanian. 5. pelaksanaan administrasi badan. selanjutnya, berdasarkan keputusan menteri pertanian no.01/kpts/ot.210/ 1/2001 tahun 2001 tentang organisasi dan tata kerja departemen pertanian, badan litbang pertanian terdiri atas berikut ini. 1. sekretariat badan 2. pusat penelitian dan pengembangan sosial ekonomi pertanian 3. pusat penelitian dan pengembangan tanaman pangan 4. pusat penelitian dan pengembangan hortikultura 5. pusat penelitian dan pengembangan perkebunan 6. pusat penelitian dan pengembangan peternakan 7. pusat penelitian dan pengembangan tanah dan agroklimat ketujuh unit kerja tersebut merupakan unit kerja eselon ii/a yang berada di bawah dan bertanggung jawab kepada kepala badan litbang pertanian. selain itu, berdasarkan keputusan menteri pertanian no. 403 tahun 2003 badan litbang juga membawahi balai besar pengembangan mekanisasi pertanian, suatu unit kerja setingkat eselon ii/b. badan litbang pertanian juga memiliki 49 unit pelaksana teknis yang lokasinya menyebar di seluruh wilayah indonesia. dengan menyebarnya lokasi unit kerja tersebut maka keberadaan barang-barang milik negara yang berada di bawah kekuasaannya juga mengikuti keberadaan lokasi unit kerja yang bersangkutan. sebagai unit kerja eselon i badan litbang pertanian diharapkan dapat menangani pengelolaan barang-barang milik negara atau materiil yang dipergunakan, baik untuk pelaksanaan tugas rutin maupun tugas pembangunan. pengelolaan materiil atau barang-barang inventaris pada badan litbang pertanian ini kegiatannya sehari-hari ditangani oleh subbagian perlengkapan yang mempunyai tugas melaksanakan pembinaan dan pengurusan perlengkapan badan litbang pertanian. di samping adanya kewajiban bagi setiap instansi pemerintah termasuk badan litbang pertanian untuk melaksanakan pengelolaan terhadap barang milik negara maka kepada setiap instansi pemerintah tersebut diharuskan pula untuk membuat laporan secara teratur dan berkala kepada instansi atasannya secara hierarkis. berdasarkan ketentuan tersebut maka kepada suatu instansi pemerintah dituntut adanya satu tanggung jawab yang baik dan benar terhadap materiil atau barang inventaris yang dikelolanya. dalam rangka pelaksanaan pengelolaan barang-barang inventaris secara bertanggung jawab tersebut badan litbang pertanian memerlukan tenaga terampil yang diharapkan dapat bekerja secara efisien, efektif, dan penuh pengabdian. hal itu disebabkan badan litbang pertanian memiliki 7 (tujuh) unit kerja eselon ii serta unit di bawahnya yang tersebar di seluruh wilayah indonesia, ditambah satu unit kerja setingkat eselon ii/b. unit kerja yang berada di daerah tersebut journal the winners, vol. 4 no. 2, september 2003: 63-71 66 terdiri atas sejumlah balai penelitian berdasarkan komoditas (tanaman pangan, tanaman industri, hortikultura, dan peternakan) dan balai pengkajian teknologi pertanian, suatu balai dengan spesifikasi sesuai lokasi balai tersebut berada. dengan demikian, barang milik negara yang harus ditangani oleh subbagian perlengkapan ini cukup beragam dan banyak jumlahnya serta tersebar penempatannya sesuai dengan lokasi unit kerja yang bersangkutan. idealnya, dengan pengelolaan materiil atau barang-barang inventaris secara baik dan bertanggung jawab maka diharapkan tercipta hal berikut. 1. dapat diwujudkan adanya suatu tertib administrasi barang atau materiil. 2. letak atau lokasi barang inventaris dapat diketahui secara pasti. 3. dalam merencanakan pengadaan barang inventaris pada waktu yang akan datang didasarkan pada data yang pasti sehingga mengurangi pemborosan. 4. barang-barang inventaris yang sudah tidak berfungsi atau barang tua/berlebih dan merupakan beban dalam pemeliharaannya, mudah diketahui untuk diproses penghapusannya. 5. dapat digunakan sebagai bahan untuk menghitung atau menilai kekayaan negara atas barangbarang inventaris yang dimiliki. 6. dalam memelihara barang inventaris dapat disusun dan diatur pembuatan jadwalnya. 7. mempermudah pengawasan atas barang-barang inventaris. sebagai acuan dalam pengelolaan materiil ini, dasar hukum yang dipergunakan oleh badan litbang pertanian sebagai berikut. 1. undang-undang perbendaharaan indonesia (indische comptabiliteit wets) stbl.1925 no.448 terakhir diubah dengan undang-undang no.9/1968, tentang cara pengurusan pertanggungjawaban keuangan negara republik indonesia, dan stbl. 1866 no.151 terakhir diubah dengan stbl.1926 no.58 tentang pengurusan administrasi barang dan pertanggungjawabannya. 2. instrukdi presiden ri no.3 tahun 1971 tentang inventarisasi barang-barang milik negara atau kekayaan negara. 3. keputusan menteri keuangan no.kep-225/kmk/v/4/1971 tentang pedoman umum pelaksanaan inventarisasi barang milik/kekayaan negara. 4. keputusan menteri keuangan no.470/kmk.01/1994 tentang tata cara penghapusan dan pemanfaatan barang milik/kekayaan negara. 5. keputusan menteri pertanian no.660/kpts/ot.220/8/96 tentang pedoman pelaksanaan inventarisasi barang milik/kekayaan negara lingkup departemen pertanian. sebagai suatu organisasi pemerintah, badan litbang pertanian juga mengenal adanya hubungan antara unit kerja yang satu dengan unit kerja yang lain dalam jajaran badan litbang pertanian yang disebut juga dengan mengadakan hubungan secara intern. hubungan kerja itu dilakukan secara vertikal mau pun secara horisontal. komunikasi/hubungan kerja vertikal merupakan bagian yang penting dalam suatu organisasi karena dalam hal ini akan terjadi penyampaian pesan/informasi timbal balik antara atasan dan bawahan atau sebaliknya. salah satu wujud nyata bentuk hubungan ini dalam pelaksanaan inventarisasi barang milik/kekayaan negara adalah penyampaian laporan pengelolaan barang yang dimiliki unit pemilik barang secara teratur. laporan pengelolaan barang inventaris dari unit kerja lingkup badan litbang pertanian ini akan diolah oleh subbagian perlengkapan yang nantinya akan dilaporkan kepada departemen pertanian. selain hubungan kerja secara intern, badan litbang pertanian juga melakukan hubungan kerja secara ekstern dengan instansi di luar badan litbang pertanian, seperti sekretariat jenderal keseriusan pengelolaan administrasi materiil… (idi setyo utomo) 67 departemen pertanian, dapartemen keuangan, dan badan perencanaan pembangunan nasional mau pun instansi pemerintah lainnya serta lembaga swasta baik dalam mau pun luar negeri. di samping adanya hubungan kerja intern dan ekstern tersebut, badan litbang pertanian juga mengenal adanya hubungan kerja sama dengan lembaga internasional, khususnya lembaga yang bergerak di bidang penelitian dan pengembangan teknologi. dari jalinan hubungan kerja sama tersebut badan litbang pertanian memperoleh bantuan berbagai macam peralatan yang sangat membantu untuk kegiatan operasional organisasi maupun kegiatan penelitian dan pengembangan teknologi di bidang pertanian. selanjutnya, subbagian perlengkapan yang bertanggung jawab menangani pengelolaan materiil mempunyai tugas melaksanakan pembinaan dan pengurusan perlengkapan badan litbang pertanian yang dalam melaksanakan tugas tersebut subbagian perlengkapan menyelenggarakan fungsi sebagai berikut. 1. melakukan inventarisasi dan menyusun rencana kebutuhan perlengkapan. 2. melakukan urusan pengadaan dan penyaluran perlengkapan. 3. melakukan urusan penghapusan perlengkapan. 4. menghimpun laporan inventarisasi, mengolah, dan menyiapkan laporan triwulanan serta laporan tahunan. subbagian perlengkapan itu dipimpin oleh seorang kepala dan memiliki 4 (empat) orang staf pelaksana pengelolaan inventarisasi barang milik.kekayaan negara. keempat staf subbagian perlengkapan tersebut mendapat tugas menangani unit kerja baik yang mengelola anggaran rutin mau pun anggaran pembangunan dengan pembagian tugas sebagai berikut. 1. seorang petugas menangani lingkup sekretariat badan, dan puslitbang tanah dan agroklimat termasuk balai yang ada di bawahnya, dan asosiasi penelitian perkebunan indonesia. 2. seorang petugas menangani lingkup puslitbang sosial ekonomi pertanian termasuk balai yang ada di bawahnya. 3. seorang petugas menangani lingkup puslitbang tanaman pengan termasuk balai yang ada di bawahnya, puslitbang tanaman industri termasuk balai yang ada di bawahnya, dan balai besar pengembangan mekanisasi pertanian. 4. seorang petugas menangani lingkup puslitbang hortikultura termasuk balai yang ada di bawahnya dan puslitbang peternakan termasuk balai yang ada di bawahnya. pada prinsipnya, rincian tugas tersebut meliputi sebagai berikut. 1. melakukan penyiapan bahan penyusunan rencana pengadaan barang lingkup badan litbang pertanian. 2. melakukan inventarisasi barang milik/kekayaan negara lingkup badan litbang pertanian. 3. melakukan penyiapan bahan penghapusan barang milik/kekayaan negara lingkup badan litbang pertanian. 4. melakukan urusan tata usaha barang milik/kekayaan negara lingkup badan litbang pertanian. dari data lima tahun terakhir kekayaan badan litbang pertanian selalu menunjukkan pertambahan setiap tahunnya seperti ditampilkan dalam tabel 1 di bawah ini. journal the winners, vol. 4 no. 2, september 2003: 63-71 68 tabel 1 nilai kekayaan badan litbang pertanian dari 1997 – 2002 tahun anggaran nilai kekayaan kenaikan 1997/1998 rp 188.660.229,-9% 1998/1999 rp 197.725.012,-4,82% 1999/2000 rp 216.429,268,14 9,46% 2001 rp 242.848.157,69 3,48% 2002 rp 250.049.792,61 2,94% sumber: subbagian perlengkapan badan litbang pertanian dari tabel di atas diketahui bahwa pengggunaan tahun anggaran dalam sistem pembukuan adminisrisasi materiil mengalami perubahan. sebelum 2001 tanggal pembukuan dilakukan mulai dari 1 april sampai dengan 31 maret tahun berikutnya sedangkan mulai 2001 tanggal pembukuan dimulai menggunakan tahun kalender, yaitu mulai 1 januari sampai dengan 31 desember tahun yang bersangkutan. pengadaan barang milik/kekayaan negara selama lima tahun terakhir sejak 1997/98 selalu mengalami peningkatan dalam nilai rupiah. pada 1997/98 nilai kekayaan badan litbang pertanian adalah rp 188.660.229.000,-. kemudian pada 1998/99 naik sebesar 4,82% menjadi rp 197.725.012.930,pada 1999/00 naik 9,46% menjadi rp 216.429.268.140; pada 2001 naik 3,48% menjadi rp 242.848.157.690,dan pada 2002 mengalami kenaikan 2,94% menjadi rp 250.049.792.610,-. inventarisasi yang dilakukan oleh setiap upb itu secara berkala dilaporkan kepada kepala badan litbang pertanian selaku penguasa barang inventaris (pbi) yang penanganannya dilaksanakan oleh subbagian perlengkapan seperti dijelaskan sebelumnya.. setelah laporan itu diolah kemudian akan dilaporkan kepada departemen pertanian selaku kuasa pembina barang inventaris (kuasa pebin). dari himpunan laporan seluruh upb tersebut maka pada subbagian perlengkapan tersimpan dokumen inventarisasi barang/materiil seperti berikut. 1. kartu inventaris barang 2. laporan rincian dari upb 3. laporan rekapitulasi dari upb 4. laporan rekapitulasi dari badan litbang (penguasan barang inventaris/pbi) kepada departemen pertanian (pembina barang inventaris/pebin). pengadaan barang baik melalui anggaran rutin maupun anggaran pembangunan pelaksanaannya diserahkan kepada masing-masing unit pemakai barang berdasarkan perencanaan kebutuhan yang telah disusun sebelumnya. hasil pelaksanaan pengadaan tersebut setelah dimasukkan ke dalam buku induk barang dan buku pembantu sesuai jenis barangnya kemudian dilaporkan kepada sekretaris badan litbang pertanian yang selanjutnya diserahkan kepada subbagian perlengkapan untuk diproses lebih lanjut sesuai ketentuan peraturan yang berlaku. menurut ketentuan yang berlaku, barang milik/kekayaan negara yang berada dalam penguasaan badan litbang pertanian dikelompokkan menjadi 4 (empat) golongan besar, yaitu barang tidak bergerak, barang bergerak, hewan/ternak, dan tanaman. setiap unit pemakai barang diwajibkan membuat laporan mutasi barang triwulanan dan laporan tahunan/rekapitulasi yang pembuatannya berpedoman pada surat keputusan menteri keuangan nomor kep 225/mk/v/1971, yaitu menggunakan buku dan kartu inventaris barang (kib). mengingat akan banyaknya barang serta jenis barang yang dimiliki maka pelaporan dengan keseriusan pengelolaan administrasi materiil… (idi setyo utomo) 69 sistem kib itu diperkirakan akan terdapat ribuan kib. oleh karena itu, untuk sementara ini jenis barang yang dimasukkan datanya menggunakan kib ini dilakukan secara bertahap dan untuk tahap sekarang ini sebagai berikut. 1. tanah 2. gedung kantor 3. rumah tinggal 4. alat pengangkutan 5. alat-alat besar 6. mesin kantor dan 7. monumen selanjutnya, upb yang mengelola anggaran rutin ini disebut dengan upb rutin dan yang mengelola anggaran pembangunan disebut dengan upb proyek. jumlah atau keberadaan upb rutin maupun upb proyek itu selalu berubah setiap tahun berdasarkan unit kerja atau pun proyek yang dikelola oleh badan litbang pertanian. untuk tahun anggaran 1999/2000 misalnya, di badan litbang pertanian terdapat 120 upb yang terdiri atas upb rutin 42 buah dan upb proyek 78 buah. pada tahun anggaran 2001 terdapat 107 upb yang terdiri atas upb rutin 41 buah dan upb proyek 66 buah. untuk tahun anggaran 2002, di badan litbang pertanian terdapat sebanyak 134 upb yang terdiri atas 57 upb rutin dan 77 upb proyek. pembahasan dari tahun ke tahun berdasarkan laporan inventarisasi yang disampaikan oleh upb kepada sekretariat badan litbang pertanian dapat diketahui bahwa jumlah barang/perlengkapan yang dimiliki oleh instansi itu selalu bertambah (tabel 1 di bagian depan). pertambahan kekayaan badan litbang pertanian itu diketahui dari laporan yang diterima dari setiap upb. sesuai ketentuan yang berlaku maka kepada setiap upb diwajibkan menyusun dan menyampaikan laporan mutasi barang triwulanan maupun laporan tahunan kepada sekretariat badan litbang pertanian. walaupun laporan dari upb adakalanya tidak diterima secara lengkap namun pertambahan kekayaan itu terjadi setiap tahun. berikut ini penulis menyajikan data laporan mutasi barang triwulanan (lmbt) dan laporan tahunan (lt) untuk periode tahun anggaran 1999/2000, tahun anggaran 2001, dan tahun anggaran 2002 seperti tertuang dalam tabel 2 di bawah ini. tabel 2 unit pemakai barang (upb) yang mengirimkan laporan mutasi barang triwulanan dan laporan tahun lingkup badan litbang pertanian th.anggaran jumlah upb lmbt i lmbt ii lmbt iii lmbt iv lt 1999/2000 120 64 (53,3%) 58 (48,3%) 76 (63,3%) 79 (65,8%) 101 (84%) 2001 107 51 (47,6%) 69 64,4%) 73 (68,2%) 62 (67,2%) 82 76,6%) 2002 134 50 (37,3%) 58 43,2%) 60 (44,7%) 57 (42,5%) 94 (70,1%) sumber: subbagian perlengkapan badan litbang pertanian journal the winners, vol. 4 no. 2, september 2003: 63-71 70 dari tabel di atas dapat diketahui bahwa tidak semua upb membuat dan mengirimkan laporan baik laporan mutasi barang triwulanan maupun laporan tahunan. padahal, pembuatan dan penyampaian laporan merupakan kewajiban yang harus dilakukan setiap upb seseuai ketentuan yang berlaku. untuk tahun anggaran 1999/2000 misalnya, dari 120 upb yang ada masing-masing hanya 53,3% yang mengirimkan lmbt i, 48,3 % mengirimkan lmbt ii, 63,3% mengirimkan lmbt iii, dan 65,8% mengirimkan lmbt iv sedangkan upb yang menyampaikan laporan tahunan sebanyak 84%. pada tahun anggaran 2001, jumlah upb lingkup badan litbang pertanian mengalami penurunan, yaitu hanya 107 buah (upb rutin dan upb pembangunan). dari jumlah tersebut upb yang mengirimkan lmbt i sebesar 47,6%, lmbt ii 64,4%, lmbt iii 68,2%, dan lmbt iv 67,2% sedangkan upb yang mengirimkan laporan tahunan sebesar 76,6%. pada tahun anggaran 2002 jumlah upb lingkup badan litbang pertanian berubah lagi dan bertambah menjadi 134 buah. dari jumlah tersebut yang mengirimkan lmbt i hanya 37,3%, lmbt ii 43,2%, lmbt iii 44,7% dan lmbt iv 42,5% sedangkan upb yang mengirimkan laporan tahunan sebesar 70,1%. selama periode 3 tahun tersebut terlihat bahwa laporan tahunanan yang disampaikan oleh upb selalu mengalami penurunan. tahun anggaran 1999/2000 upb yang meyampaikan laporan tahunan sebesar 84%, tahun anggaran 2001 menurun menjadi 76,6%, dan tahun anggaran 2002 menurun lagi menjadi hanya 70,1%. keadaan itu sungguh sangat memprihatinkan karena berarti untuk tahun anggaran 2002 saja sebanyak 29,9% kekayaan badan litbang pertanian yang tidak dilaporkan. suatu jumlah cukup besar kalau dinilai dengan mata uang rupiah, padahal peroleh barang/perlengkapan tersebut bersumber sebagian besar dari anggaran pendapatan dan belanja negara. menyimak laporan tersebut tersirat kurang adanya keseriusan terhadap pengelolaan materiil yang dikuasai oleh badan litbang pertanian ini. dengan dasar fungsi inventarisasi di atas maka penulis mengasumsikan bahwa inventarisasi sangat besar peranannya bagi instansi pemerintah, dalam hal ini badan litbang pertanian. apabila pengelolaan kekayaan negara itu tidak dilakukan secara bertanggung jawab dikhawatirkan suatu saat akan menimbulkan hal yang tidak diinginkan terhadap kekayaan negara tersebut (misalnya hilang tanpa dapat ditelusuri jejaknya). berarti akan mengakibatkan kerugian bagi negara yang kalau dibiarkan akan semakin membesar nilainya. mengingat banyaknya unit kerja yang dimiliki oleh badan litbang maka keberadaan 4 orang tenaga staf subbagian perlengkapan terasa sangat kurang memadai. kekurangan tenaga pengelola itu sebenarnya sudah dirasakan cukup lama tetapi karena adanya kebijaksanaan pemerintah secara nasional yang membatasi penerimaan pegawai baru (zero growth) maka tambahan tenaga yang diharapkan sangat sulit terpenuhi. idealnya jumlah tenaga pengelola maeriil ini adalah 7 (tujuh) orang dengan pertimbangan setiap orang menangani satu eselon ii berikut unit pelaksana teknis yang berada di bawahnya. dengan demikian, saat ini masih diperlukan tambahan 3 (tiga) orang staf lagi di subbagian perlengkapan ini. keadaan tenaga pada subbagian perlengkapan ini juga dialami oleh unit pemakai barang yang berada di daerah, terlebih daerah terpencil di luar pulau jawa. kurangnya tenaga pengelola materiil itu berakibat pada pelaksanaan fungsi administrasi materiil dan penyusunan laporan yang tidak tepat waktu. bahkan, terdapat sejumlah unit pemakai barang yang tidak dapat menyampaikan laporan mutasi barang triwulanan maupun laporan tahunan. keseriusan pengelolaan administrasi materiil… (idi setyo utomo) 71 penutup simpulan dari uraian di atas dapat disimak bahwa pengadaan dan perolehan barang inventaris/milik negara ini bersumber dari anggaran pendapatan dan belanja negara yang berarti semuanya itu merupakan uang rakyat harus dipertanggungjawabkan secara baik dan benar. dalam hal ini, sangat diperlukan adanya kesungguhan dalam mewujudkan good governance di bidang pengelolaan materiil milik instansi pemerintah, khususnya badan litbang pertanian. oleh karena itu, berdasarkan pengalaman di atas, penulis menyarankan agar penambahan tenaga pengelola inventaris di badan litbang pertanian ini perlu dilakukan secepatnya untuk mengelola kekayaan milik negara yang nilainya cukup besar dan selalu bertambah setiap tahun. meskipun ada kebijakan “zero growth” di bidang kepegawaian, penambahan tenaga pengelola barang inventaris disarankan untuk dilakukan dengan mengajukan permintaan khusus kepada instansi yang berwewenang. mengenai penyampaian laporan baik laporan mutasi barang triwulanan maupun laporan tahunan yang tidak dapat dipenuhi seseuai ketentuan yang berlaku, disarankan perlunya keseriusan instansi yang bersangkutan untuk mewujudkan tertib administrasi materiil sehingga cita-cita good governance tidak hanya merupakan wacana. dari kelemahan pengelolaan materiil itulah dapat muncul bibit korupsi, kolusi, dan nepotisme (kkn) yang sangat meresahkan dan ingin diberantas bersama. daftar pustaka instruksi presiden ri no.3 tahun 1971 tentang inventrisasi barang-barang milik negara/kekayaan negara. keputusan presiden ri no.44 tahun 1974 tentang pokok organisasi departemen. keputusan presiden ri no.45 tahun 1974 tentang susunan organisasi departemen. keputusan presiden no. 165 dan 177 tahun 2001 tentang susunan organisasi departemen. keputusan menteri keuangan no.kep 225/mk/v/4/1971 tentang pedoman pelaksanaan inventarisasi barang-barang milik negara/kekayaan negara. keputusan menteri pertanian no. 01/kpts/ot.210/1/2001 tahun 2001 tentang organisasi dan tata kerja departemen pertanian. koeswandi, r.h. administrasi materieel. jakarta. m. hanafi, mamduh. 1997. manajemen. cetakan pertama. yogyakarta: unit penerbit dan percetakan akademi manajemen perusahaan ykpn. accounting, business, management, and information system volume 3, nomor 1, maret 2002 issn: 1412 1212 subbiro publikasi ilmiah bidang ekonomi universitas bina nusantara pelindung dr. th. widia soerjaningsih once kurniawan, s.kom., m.m. ir. bahtiar s. abbas, m.sc., ph.d. redaktur utama prof. dr. gerardus polla, m.app.sc. dewan redaksi parulian sihotang, ak., m.acc., ph.d. ir. harjanto prabowo, m.m. e.a. kuncoro, s.e., m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) editor dra. endang ernawati, m.lib. ade alfiah, s.s. sekretariat hery h.m., s.kom. tri septi wulansari alamat sekretariat subbiro publikasi ilmiah bidang ekonomi, biro penelitian dan publikasi, universitas bina nusantara kampus syahdan, jl. k.h. syahdan no. 9, kemanggisan palmerah, jakarta barat 11480 telp. (021) 5345830, 5350660 ext. 2206 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 accounting, business, management, and information system volume 3, nomor 1, maret 2002 issn: 1412 1212 daftar isi kata pengantar................................................................................................................... v guntur irianto pengaruh bunga deposito, kurs mata uang, dan harga emas terhadap indeks harga saham gabungan (ihsg) (impact of deposit interests, currency rates, and gold prices on stocks exchange).... 1-10 sri hutomo keterbukaan informasi mengenai perlindungan konsumen merupakan informasi yang memiliki firm specific (information freedom about consumer protection is a firm specific information)....... 11-18 chandra wibowo widhianto e-business: teknologi dan peluang bisnis di indonesia (e-business: technology and business opportunity in indonesia)................................... 19-31 wahyu haris kusuma atmaja penyusunan metodologi perencanaan strategis sistem informasi berbasis value bisnis (be vissta planning) untuk meningkatkan peran strategis sistem informasi pada suatu organisasi (bagian i) (the compilation of strategic planning method on information system based on value business (be vissta planning) for strenghtening a strategic roles of information in an institution (part i)............................................................................. 32-55 s. liawatimena; teguh arifianto; yunina saliu; hartono agus salim analisis customer relationship management terhadap kepuasan pasien pusat jantung nasional harapan kita (customer relationship management analysis of patient satisfaction in the heart center patient harapan kita hospital)........................................................ 56-78 suryanto strategi investasi di bursa saham (investation strategy in stock market)............................................................................. 79-87 ferry jie; hasan akpolat; deepak sharma; james irish how can every organization manage the operational risk?....................................... 88-103 microsoft word 03_e-business_chandra wibowo.doc e-business: teknologi dan peluang bisnis… (chandra wibowo widhianto) 19 e–business: teknologi dan peluang bisnis di indonesia chandra wibowo widhianto1 abstract information technology offers creativity and business inovation rapidly and easily. a business must see the new opportunity. microsoft give solution that will “spoil” business man in implementation, management, and the exploitation of the information technology maximally. the information technology is cheap and easy to applied now. keywords: e-business, technology, opportunity, business abstrak teknologi informasi menawarkan kreativitas dan inovasi bisnis secara cepat dan mudah. bisnis harus melihat peluang baru perkembangan itu. solusi yang ditawarkan oleh microsoft akan "memanjakan" pebisnis dalam implementasi, mengelola, serta mengeksploitasi teknologi informasi secara lebih maksimal. teknologi informasi yang dahulu terkesan mahal (cost-center) dan sulit diterapkan menjadi makin murah dan gampang. kata kunci: e-business, teknologi, peluang, bisnis 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 3 no. 1, maret 2002: 19-31 20 pendahuluan latar belakang dan tujuan di pasar global 2002 sekarang ini, banyak perubahan yang telah tejadi dan perubahan tersebut berdampak multidimensional. perubahan yang paling mendasar adalah dalam bidang bisnis seiring dengan perkembangan internet yang malah semakin pesat, jauh melampaui apa yang dipikirkan satu tahun kemarin sehingga dirasakan internet akan (mulai) menjadi “backbone” dalam “harnpir” semua bidang bisnis. jadi, dapat secara cepat disimpulkan bahwa perkembangan ekonomi (bisnis) sedang menurun dengan banyak terjadinya krisis ekonomi tetapi internet justru berkembang naik dengan cepat. berpijak dari sinilah maka ada celah peluang yang justru dapat diambil di dalam berbisnis, yaitu dengan seni bisnis, konsep, dan metode, serta pola pikir dilandasi dengan penguasaan dan mengeksploitasi teknologi informasi atau yang lebih dikenal dengan e-commerce dan e-business. gelombang bisnis digital atau berbasis teknologi informasi telah melahirkan fenomena paradigma bisnis baru dengan modal intelektualitas cerdas dan kreatif. era internet telah membuat banyak kegiatan/bisnis yang berhubungan dengan internet berkembang. saat ini, banyak calon wirausahawan, pengusahan profesional, akademisi lembaga nonprofit, dan investor yang sudah dan akan masuk ke berbagai kegiatan/usaha yang berkaitan dengan internet. narnun, disisi lain, dukungan dari pemerintah di bidang teknologi informasi juga relatif masih lemah. infrastruktur elektronik dan komunikasi rnasih sangat minimal dan kalaupun ada, nilai jual layanan tersebut masih sangat mahal sehingga terkadang berkesan eksklusif. disisi lain, semangat para wirausahawan untuk lebih meningkatkan skala bisnisnya serta ekspansi secara globalisasi, dan perkembangan teknologi informasi yang juga tidak dapat dibendung lagi, menyebabkan lambatnya kemajuan infrastruktur di indonesia "mungkin" tidak begitu berpengaruh. justru dengan kesulitan yang ada, para pebisnis justru ditantang untuk lebih kreatif mencari solusi alternatif dalam menyeimbangkan perkembangan teknologi informasi. artikel ini dibuat untuk melihat perkembangan teknologi yang dimulai dari evolusi komputer (pc) masa lalu, sekarang, dan akan datang. karena dengan melihat evolusi teknologi informasi itulah dan dipadukan dengan kebutuhan para pebisnis terhadap teknologi informasi, dapat terlihat pola bisnis dan cara mengantisipasinya secara cepat dan bijaksana. pokok permasalahan tren bekomputer dimulai sekitar sepuluh tahun yang lalu. sekarang, komputer digunakan untuk mendukung proses bisnis. namun, terdapat perubahan fenomena baru, yaitu bisnis tidak dapat berjalan tanpa komputer (teknologi informasi). bahkan, teknologi informasi diperkirakan akan mengendalikan semua arah dari pola bisnis. tujuan tujuan artikel ini menjelaskan awal mula komputer (khususnya indonesia) hingga prediksi di masa depan. sekarang pebisnis harus cepat tanggap dan beradaptasi secara cepat. dengan mengetahui pola perkembangan bisnis, para eksekutif diharapkan dapat mengambil keputusan strategis pada area bisnisnya masing–masing. e-business: teknologi dan peluang bisnis… (chandra wibowo widhianto) 21 ruang lingkup dengan asumsi para pembaca sudah mengetahui e-business, e-commerce, dan internet, hanya dilaskan ketiga hal itu sekilas saja. diulas tentang pula tentang tools yang dapat digunakan untuk implementasi bisnis ke internet secara cepat dan murah tetapi sangat powerful, yaitu microsoft visual studio.net. ulisan ini ditujukan untuk para manajer/eksekutif yang biasa mengambil keputusan manajerial secara strategis. untuk keterangan lebih lanjut tentang microsoft visual studio .net. dapat dilihat di situs http://www.microsoft.com/ . pembahasan evolusi teknologi i. kekuatan berkomputer (kondisi dan perkiraan pc) perkembangan personal komputer (pc) di indonesia diawali pada sekitar tahun 1980-an dengan prosesor 8088 (xt) memori 640 kb, perangkat lunak microsoft wordstar, lotus 1-2-3, dan dbase iii+. komputer itu langsung menggebrak dunia bisnis dan bertahan dengan tenggang waktu yang cukup lama (sekitar tahun 1990-an) walaupun sekitar tahun 1988-an mulai muncul pc at (prosesor 286, 386sx, 386dx, 486sx, 486dx dengan kapasitas memori antara 1 hingga 8 mb). harga itu pc at itu sangat mahal. kemahalan harga itu dapat digantikan fungsinya oleh pc xt sehingga masih terkesan eksklusif untuk bisnis. program yang ada mulanya menggunakan pc-dos atau ms-dos, mulai berubah ke microsoft windows meskipun pada awal peluncuran perdananya perusahaan dan organisasi mulai melirik windows di atas 1990-an karena kebutuhan bisnis yang semakin besar, program wordstar, lotus, dan dbase iii+ mulai digantikan oleh kecanggihan microsoft office dan lotus smart suite kala itu dengan operating system ms windows. namun harus diakui, investasi yang harus dikeluarkan untuk migrasi dari dos ke windows cukup besar terutama untuk pembelian perangkat komputer (hardware). perangkat komunikasi untuk menunjang “kepiawaian” yang ditawarkan oleh windows pun masih sangat mahal. jadi, tahap ini kemajuan dan pemakaian teknologi informasi untuk berbisnis masih dirasakan sangat mahal dan terkesan sebagai pemborosan saja sehingga ti dianggap sebagai cost center. sekitar tahun 1994-an, harga pc mulai menurun karena banyak produsen komputer mulai ikut dalam kancah persaingan perakitan industri komputer. negara taiwan, singapura, bahkan malaysia mulai berlomba merakit komputer yang dikenal dengan istilah pc jangkrik. walaupun harga pc di indonesia semakin murah, perangkat komunikasi dan biaya untuk berkomunikasi masih tetap mahal. jadi, banyak komputer yang beroperasi sebagai single user pc saja. dengan kata lain, integrasi diantara sistem komputer masih sangat jarang. komputer hanya sebagai dukungan operasi sebuah organisasi/perusahaan saja. perubahan besar–besaran mulai dirasakan sejak dikeluarkanya microsoft windows 95 dengan dukungan fasilitas internet explorer secara pengaturan jaringan network yang semakin mudah. para penguna komputer mulai merasakan suatu sensasi yang berbeda. dari situlah, mulai terasa bahwa komputer tidak hanya mendukung operasi tetapi dapat menjadi suatu keunggulan bersaing dalam bisnis. kemudahan dan journal the winners, vol. 3 no. 1, maret 2002: 19-31 22 fasilitas yang ditawarkan makin “memanjakan” para penggunanya. suatu gebrakan besar saat dunia dapat saling terhubung melalui jaringan internet. namun, biaya komunikasi yang harus dikeluarkan untuk akses internet masih cukup mahal kala itu. kecepatan bandwidth pun masih sangat minimal (dimulai dari 9 hingga 11 kbps). service yang terdapat di internet pun masih sebatas text dan sedikit gambar diam saja. lonjakan yang sangat besar dan cepat terjadi pada kecepatan internet langsung melejit sampai 33,6 kbps dan sekarang 56,6 kbps. tolok ukurnya adalah kecepatan yang dapat dicapai sebuah modern. dengan demikian, fenomena berkomputer sudah mulai berubah seperti berikut. 1. akses internet cepat aksesnya dan biayanya semakin murah. 2. single user pc berubah ke multi user pc. 3. kecepatan pc pentium bergerak naik hanya dalam hitungan bulan. 4. produksi pc per tahun naik secara ganda (double). namun mulai tahun 2002, arah perkembangan komputer (teknologi informasi) akan berubah seperti berikut ini. 1. pengguna home pc akan berubah ke mobile pc dan hal itu sudah terjadi. 2. perangkat komunikasi akan berubah dari wire ke wireless sedang dirintis. 3. munculnya cara baru berbisnis seperti elektronik bisnis atau elektronik commerce dengan dukungan internet. 4. dari mobile pc ke pda, handphone, mobilephone, dan lain – lain yang saat ini sedang dirintis. 5. dari e-business dan e-commerce ke m-business atau m-commerce yang akan menjadi trendi masa yang akan datang. ii. konektivitas dan integrasi bisnis global secara online pasar bisnis mulai dapat menangkap menangkap peluang yang ditawarkan oleh teknologi ini tidak dapat ditembus oleh para pebisnis seperti waktu, jarak, dan ruang. sekarang, bisnis dapat dilakukan selama 24 jam sehari, 7 hari seminggu, 365 setahun penuh tanpa istirahat sedikit pun. telah ada pasar bisnis baru, yaitu pasar di internet (i-market). terdapat dua jenis i-market, yaitu b2b dan b2c. perkembangan elektronik bisnis itu mendorong munculnya perantara elektronik (cyber broker atau cyber intermediaries). perantara elektronik itu kian menyemarakan dan mendukung perkembangan bisnis secara elektronik. para pemain bisnis seperti b2b dan b2c tidak kesulitan mencari konsumen baru. dengan menghubungkan jaringan intranet dan ekstranet ke internet, suatu perusahaan/organisasi dapat melakukan bisnis secara online. tanpa harus menambahkan perangkat keras maupun lunak, dapat berhubungan langsung ke internet dengan mudah. melalui media internet, bisnis akan berubah menjadi bisnis global. selain jarak, waktu, dan ruang, media internet secara otomatis dapat mengurangi biaya transaksi (hingga 99%). konsumen pun lebih merasa dimanjakan karena salah satu fokus utama dalam berbisnis di internet adalah kebutuhan dan kemauan pelanggan. e-business: teknologi dan peluang bisnis… (chandra wibowo widhianto) 23 organisasi maya (the virtual company) i. enterprise teknologi informasi teknologi informasi dibutuhkan informasi untuk memusatkan suatu kegiatan bisnis, melakukan bisnis dengan baik dan benar, serta menciptakan kreativitas (inovasi) baru atau nilai baru. teknologi informasi menjadi keunggulan bersaing bagi perusahaan dalam dunia persaingan bisnis yang semakin ketat. penggunaan teknologi informasi tidak hanya dimonopoli perusahaan besar saja karena banyak perusahaan skala kecil menengah yang menggunakan teknologi informasi terutama untuk efisiensi. berikut ini tantangan baru teknologi informasi sebagai pusat bisnis. 1. menghubungkan organisasi maya (the virtual company). 2. adaptasi terhadap perubahan bisnis secara cepat. 3. menghantarkan nilai baru dari lini atas lini bawah dalam suatu organisasi. hal penting yang harus selalu diperhatikan dalam mengeksploitasi teknologi informasi di organisasi adalah berusaha lebih efisien daripada para pesaing. ii. perkembangan organisasi maya organisasi maya adalah suatu perusahaan yang menggunakan teknologi informasi untuk menghubungkan (link) orang, aset, dan pemikiran (knowledge) dari berbagai rekan bisnis, sumber daya manusia tanpa batas ruang, jarak, dan waktu dalam mengeksploitasi kesempatan bisnis. di organisasi maya, setiap departemen dan aspek ditransformasikan dari proses yang terpisah (pada mulanya) ke penyatuan proses (integrasi). pada awalnya, departemen personalia, keuangan, pemasaran dan lain–lain. bekerja secara sendiri–sendiri (mempunyai target tersendiri) serta lokasi khazanah data (database) yang tersebar pada masing–masing departemen dan lokasi. dengan adanya integrasi, target masing– masing departemen tersebut berubah menjadi satu visi dan misi perusahaan/organisasi secara utuh dan khazanah data pun menjadi terpusat. hal itu disebut dengan membangun manajemen knowledge. karakteristik organisasi maya yang sukses meliputi adaptability, opportunism, excellence, teknologi, borderless, dan trust-based. secara teknis, proses pemeliharaan data pun akan menjadi lebih mudah, murah, dan cepat. salah satu biaya terbesar dalam pemakaian teknologi informasi adalah biaya pemeliharaan. biasanya, proses integrasi dilakukan dengan proses rekayasa ulang bisnis (business process reengineering/bpr). semua unit proses bisnis dievaluasi kembali dan ditinjau ulang. suatu unit harus dihapuskan bila tidak efektif. jika ada unit yang efektif tapi tidak efisien, harus dilakukan perubahan pola kerja agar menjadi lebih efisien, harus dilakukan perubahan pola kerja agar menjadi lebih efisien. tujuan utama bpr adalah perubahan secara radikal dengan tingkat kenaikan keuntungan secara ganda. tidak hanya 10%, 30%, atau 70%, tetapi harus secara 100% atau 200%. suatu penentuan ukuran standar harus dibuat untuk melihat perubahan yang dihasilkan oleh bpr. fokus bpr untuk mereorganisasi agar siap melakukan proses bisnis yang baru. di dalam e-business, integrasi dilakukan diarea departemen produksi dan proses penyediaan/order bahan baku. selanjutnya, di area sales, employee self-service (dengan implementasi human resource information system), dan area layanan pelanggan (customer journal the winners, vol. 3 no. 1, maret 2002: 19-31 24 relationship management/crm). proses terkahir adalah area dukungan operasi seperti keuangan dan personalia tetapi dengan orientasi ke pelanggan. iii. implikasi, tantangan, dan perubahan digitalisasi arus informasi adalah tujuan utama integrasi dan organisasi maya. jika dahulu data atau informasi tersebar menjadi “pulau informasi”, tugas integrasi adalah menyatukan dan menghubungkan “pulau informasi” tersebut. aplikasi (software) yang digunakan pun berubah dari single-application menjadi multi application, multi company, dan multi audience. dengan adanya gabungan serta keanekaragaman aplikasi itu, dituntut pula suatu media untuk standarisasi, yaitu internet. protokol internet dapat digunakan secara global. akan tetapi, timbul masalah dan konflik untuk penyatuan itu sebagai berikut. 1. sistem yang ada tidak di desain untuk bekerja secara bersama – sama. 2. proses kerja antar aplikasi yang tidak berkesinambungan. 3. biaya integrasi mahal dan memerlukan waktu yang lama sangat berisiko untuk gagal. 4. hanya terfokus pada efisiensi dan terlalu banyak cost cutting. 5. tidak terlalu memperhatikan sudut pandang konsumen (pelanggan). 6. suka meniru ide pesaing (bisnis membutuhkan ide yang selalu baru). 7. gambaran proyek organisasi yang terlalu lebar (respon untuk tindakan menjadi lambat). 8. frequently untuk reorganisasi (agar para manajer lebih konsisten). 9. terlalu banyak konsultan luar yang terlibat (konsultan ti biasanya lebih fokus ke benefit dan perubahan teknologi informasi). iv. virtual private networking dengan menghubungkan jaringan lokl (intranet dan ekstranet) ke jaringan publik (internet), memiliki risiko seperti penyadapan (sniffed) oleh orang yang tidak bertanggung jawab. oleh karena itu, diterapkan teknologi yang dapat menghubungkan antara dua buah komputer (jaringan) secara aman melalui jaringan internet, yaitu denga vpn. vpn adalah sebuah teknologi untuk menciptakan koneksi aman antara dua buah bagian pada jaringan privat yang menggunakan sarana jaringan internet sebagai sarana komunikasinya sehingga biaya koneksi dapat ditekan seminimal mungkin. vpn ditempatkan pada kedua ujung segmen dari jaringan privat yang saling terhubungi. digunakan dua teknologi utama, yaitu tunneling dan enkripsi. tunneling adalah teknologi yang membuat semacam jalur khusus bagi dua buah segmen jaringan (lorong) untuk melewatkan paket data. sistem itu akan memperkecil terjadinya penyadapan. enksripsi adalah teknologi untuk mencapai mengacak paket data. apabila paket data itu tertangkap oleh pihak lain, tidak akan dapat mengakses data tersebut secara utuh dan sempurna. vpn dapat berupa software (router atau firewall misalnya www.zonelabs.com) atau hardware (mesin/perangkat keras). masa depan penggunaan vpn akan semakin banyak karena menggunakan koneksi internet yang murah dan cepat. untuk informasi lebih lanjut mengenai vpn, dapat dilihat pada situs www.vpnlabs.com atau situs vendor, hardware, dan software vpn terkemuka. e-business: teknologi dan peluang bisnis… (chandra wibowo widhianto) 25 v. strategi untuk organisasi maya 1. sharing infrastruktur dan risiko. 2. adanya link antarberbagai kompetensi utama. 3. mengurangi “concept-to-cash time” melalui sharing. 4. meningkatkan fasilitan dan cakupan pasar. 5. adanya akses ke pasar baru atau memperoleh loyalitas pelanggan. 6. beralih dari menjual produk ke menjual solusi. kunci untuk persaingan bisnis yang tepat agile competition adalah kemampuan perusahaan untuk beroperasi untung dalam lingkungan kompetitif yang mencakup perubahan preferensi pelanggan, kondisi pasar, dan kesempatan bisnis yang berlangsung secara terus menerus dan untuk predictable. hambatan utama performansi agile competition adalah arus informasi internal maupun antar perusahaan. kemasan informasi, penyediaan akses ke informasi, dan penyediaan tools menjadi produk yang sangat berharga. i. pelanggan fokus ke pelanggan adalah kunci utama untuk sukses dalam persaingan bisnis yang semakin ketat terutama di dalam e-bisnis. pelanggan biasanya ingin berbisnis secara kontinu berdasarkan aspek kecepatan, kemudahan, personalisasi/individu, dan harga. produsen harus memperhatikan apabila produk/jasa yang ditawarkan sudah memenuhi kebutuhan dan prioritas pelanggan. faktor lain yang harus diperhatikan yakni berbisnis di internet mempunyai entri barrier yang sangat rendah sekali. artinya, setiap saat akan muncul pesaing bisnis baru. pelanggan dapat mengunjungi took online secara cepat. secara otomatis, produsen mendapatkan pelanggan baru secara cepat juga. pasar internet berarti pasar global (international). target pangsa pasar sangat besar serta dituntut untuk selalu berinovasi, berkreasi, membuat produk/jasa yang fleksibel, dan customization. produk massal mungkin tidak cocok untuk di jual di pasar itu. kebutuhan pelanggan di indonesia berbeda dengan kebutuhan pelanggan di amerika serikat. melalui pelanggan, dapat diprediksi pola penjualan dan produksi di masa yang akan datang. produk/jasa apa yang kira–kira akan dibeli oleh pelanggan dan berapa unit jumlah pembeliannya. penggunaan teknologi informasi yang menyimpan dan mengolah khazanah data pelanggan dengan sistem penunjang keputusan (decision support), akan mengerjakan hal itu secara otomatis. ii. sumber daya manusia dan masa kini kunci utama selanjutnya adalah karyawan. karyawan merupakan aset berharga bagi setiap perusahaan. kunci keberhasilan kerja perusahaan tergantung pada karyawan itu sendiri. dengan merekrut karyawan smart dan mempunyai knowledge akan menghasilkan keputusan bisnis strategis yang smart pula. itu semua membuat proses kerja (rantai nilai) yang semakin efisien. journal the winners, vol. 3 no. 1, maret 2002: 19-31 26 iii. teknologi informasi technology should be an enable. untuk dapat mengikuti persaingan bisnis yang semakin ketat, teknologi informasi merupakan keharusan yang tidak dapat ditawar– tawar lagi. perusahaan tanpa teknologi informasi dapat dipastikan lambat laun akan ketinggalan. teknologi informasi akan “membuka” kreativitas dan fleksibilitas untuk inovasi produk/jasa di masa depan. teknologi informasi dapat menghubungkan perusahaan dengan pelanggan (melalui internet, mobilephone, pda, dan lain – lain), partner kerja (melalui jaringan edi, internet, dan lain – lain), bahkan menghubungkan dan memperkuat para karyawan itu sendiri. akhirnya, teknologi informasi akan menangkap dan menciptakan nilai bisnis yang lebih pada setiap tingkatan di suatu organisasi sebagai berikut. 1. pada lini bawah: menyelesaikan banyak pekerjaan dengan lebih cepat. 2. pada lini atas: menciptakan new values dari aset organisasi yang sudah ada maupun yang baru ada (knowledge management). realita perubahan i. bisnis hari ini adalah e-business rumus dasar e-business/e-commerce adalah teknologi informasi + bisnis. definisi ebusiness/e-commerce sangat beragam dan sudah banyak diketahui orang. terdapat dua macam interaksi utama dalam e-business, yaitu b2c dan b2b. secara prinsip, cara kerjanya tidak jauh berbeda sehingga sulit dibedakan. berikut ini cara mudah membedakan b2c dan b2b. 1. b2c adalah interaksi antara orang (customer/pelanggan) dengan program (situs web, atm, dan lain–lain). dengan kata lain, data berasal dari orang lain. 2. b2b adalah interaksi antara program dengan program. terdapat keterkaitan dan ketergantungan yang sangat erat antara aplikasi, sistem, dan subsistem. integrasi (lihat virtual company) adalah model bisnis b2b. untuk membangun dan merawat (maintenance) interkasi diantara program dengan program, memerlukan biaya mahal, waktu dan proses yang lama, serta konsumsi sumber daya yang banyak. organisasi sering mengalami “sakit kepala” membangun atau merawat interaksi dan integrasi itu. dahulu, pebisnis (organisasi) mempunyai sistem kerja (ti) yang tertutup (sistem yang khusus/spesial), begitu juga dengan partner bisnis yang lain. jika berusaha menyatukan (integrasi) semua sistem dan subsistem itu, akan menyebabkan timbulnya konflik (kerusakan) karena aplikasi itu didesain untuk berdiri sendiri. ii. harapan konsumen biasanya nilai harapan seorang konsumen pasti akan selalu berada di atas realita yang ada. dengan kata lain, sebagus dan sesempurna apapun produk/jasa yang dapat diberikan konsumen, belum 100% memuaskan konsumen. integrasi proses sebuah organisasi bisnis akan menghasilkan produk/jasa yang berkualitas baik, singkat, serta harga yang bersaing. jadi, penggunaan teknologi melalui solusi terpadu dan terintegrasi dapat menawarkan yang superior. e-business: teknologi dan peluang bisnis… (chandra wibowo widhianto) 27 iii. apa yang dibutuhkan suatu bisnis harus mempunyai kemampuan secara cepat dan fleksibel untuk memilih partner kerja, sistem, dan aplikasi yang terbaik. oleh karena itu, dibutuhkan sumber daya manusia yang andal khususnya dalam bidang teknologi. berikut ini tantangan yang harus dihadapi para pebisnis. 1. pelanggan/konsumen yang mobile. 2. hubungan dengan partner kerja dan vendor dagang yang harus baik. 3. sumber daya manusia (karyawan) yang smart dan mobile. 4. isu penting lainnya adalah regulasi, marketplace, kompetisi, dan ekonomi makro. solusi dan microsoft i. infrastruktur e-bisnis e-businss adalah dasar (pondasi) untuk sebuah kesuksesan suatu infrastruktur bisnis organisasi pada masa sekarang dan akan datang. terdapat beberapa kriteria yang digunakan, yaitu reliable, scrable, dan manageable. membuat business-value yang berguna dalam memperkuat posisi bisnis organisasi seperti berikut. 1. semua lingkungan kerja yang dapat mengakses data – data misi organisasi yang kritikal. 2. menjadi pondasi untuk kolaborasi di antara para karyawan. 3. menjadi pondasi untuk layanan dan kerja sama yang erat antara pelanggan dan partner kerja. ii. microsoft enterprise software microsoft enterprise software adalah sekumpulan paket perangkat lunak dari microsoft agar terhubung dengan dunia informasi (people, sistem, dan peralatan), yaitu microsoft visual studio, microsoft enterprise servers, dan microsoft windows xp. solusi utama yang ditawarkan dari pihak microsoft sebagai berikut. 1. integrasi partner bisnis untuk supplier dan manajemen pengadaan. 2. empowering, employees terdiri dari corporate intranets, mobile communications, project collaboration and analysis, retail analytics, sales and marketing analytics. 3. hubungan dengan pelanggan seperti bisnis di internet dan internet bisnis retail extension. 4. infrastruktur e-business terdiri dari pengembangan, manajemen, dan arsitektur sistem. iii. microsoft. net terdapat tiga pilar dasar microsoft. net seperti berikut. 1. xml web services merupakan suatu perubahan besar (evolusi) situs web karena dapat digunakan untuk pemrograman (service) sekaligus teks, display, dan gambar. selain itu, program/aplikasi yang biasanya hanya ada di server saja, saat ini telah berdasarkan dapat didistribusikan ke pengguna (users). dengan begitu, “kerja” server dapat dikurangi dan proses output lebih cepat. journal the winners, vol. 3 no. 1, maret 2002: 19-31 28 kemampuan yang hebat adalah protokol open semua di layer seperti http://atau xml web service sebagai lingua-franca untuk integrasi. mempunyai data format yang universal (sistem dapat saling “berbicara” satu sama lain) dan merupakan dasar untuk standar interaksi sistek (soap=interskasi, wsdl=description, uddi=directory). 2. new applications = clients + servers + services dahulu, aplikasi adalah clients + servers. namun, aplikasi saat ini adalah clients + servers + services. artinya, tidak perlu membuat suatu program aplikasi secara berulang–ulang tetapi dapat memakai suatu aplikasi untuk proses yang lain sekaligus di outsource. dengan paradigma baru itu, pengambilan keputusan teknis yang biasanya dilakukan orang ti dapat dilakukan pula oleh manajerial (eksekutif). 3. great user experience suatu contoh kasus yang cukup sukses dan terkenal adalah yahoo. yahoo.com tidak membuat aplikasi sendiri tetapi menggunakan banyak outsource. yahoo adalah web service consumer yang berfokus pada content aggregator dan service aggregator. tanggapan para analisis tentang web services 1. gartner group: “.net is a brilliant strategy that enables microsoft to define the next shift the software business.” 2. meta group: “everyone should build on the xml/soap foundation.” 3. gartner group: “gartner believes microsoft is now providing more vision and influence regarding this shift than any other vendor.” 4. patricia seybold group: “.net is a leading example of what we believe will be the dominant architectural model for the third generation of internet applications.” net roadmap e-business: teknologi dan peluang bisnis… (chandra wibowo widhianto) 29 microsoft sostware untuk agile business 1. platform yang paling lengkap untuk mengkoneksikan dunia. 2. fleksibel dan sangat cepat. 3. delivers best tco. 4. berfokus pada kepercayaan berkomputer. 5. .net adalah realita hari ini. isu serta tantangan dalam implementasi teknologi di indonesia secara garis besar, terdapat tiga aspek besar yang menjadi tantangan dalam membuat perubahan bisnis berdasarkan teknologi terutama di indonesia. i. aspek politik dengan adanya integrasi proses dan otomatisasi keputusan, akan “memotong” beberapa “kepentingan bisnis” yang sebenarnya “diharapkan” tidak bekerja sama satu sama lain. maksudnya, proses hubungan bisnis yang semakin erat, cepat, dan terintegrasi di dalam teknologi informasi justru akan membuat birokrasi politik berkurang. secara otomatis, orang yang berada dalam proses rantai nilai kepentingan bisnis akan “kehilangan” kesempatan untuk kolusi dan korupsi. timbul suatu upaya untuk mencegah teknologi informasi tidak berkembang secara cepat. dengan kata lain, mereka “menolak” kehadiran teknologi informasi. ii. aspek budaya sifat bekerja sambil malas–malasan, suka menunda pekerjaan, mengulur waktu, dan sebagainya merupakan naluri dasar human being. kebiasaan buruk itu sering dilakukan dengan sengaja maupun tidak sengaja dalam suatu proses bisnis yang tidak menggunakan teknologi informasi. jika suatu organisasi memakai teknologi informasi, dapat dipastikan bahwa kebiasaan tersebut tidak akan dilakukan kembali. yang pasti, setiap proses bisnis akan menghasilkan keluaran (output) yang akan dipakai sebagai masukan (input) untuk proses bisnis selanjutnya. jika tidak bekerja secara konsisten dan kontinu, sistem akan memperingatkan sehingga proses selanjutnya akan terhambat. dengan kata lain, pesan kesalahan akan langsung dibuat atas nama yang membuat kesalahan. secara “paksa,” kebiasaan buruk itu akan berubah menjadi kebiasaan kerja yang baik. hal itu sangat berguna untuk meningkatkan produktivitas. iii. aspek bisnis (organisasi) teknologi informasi mungkin akan “memangkas” dan “merampingkan” suatu organisasi. tujuan utama perampingan itu membuang suatu proses atau departemen yang tidak menghasilkan nilai tambah sehingga akan terjadi efisiensi. teknologi informasi mungkin akan mengurangi kontribusi unit bisnis secara individu walaupun benefit untuk organisasi secara keseluruhan akan meningkat. harus diperhatikan bahwa itu dapat menimbulkan ‘perumahan” karyawan. organisasi harus bijaksana dalam merumahkan karyawanya supaya tidak muncul konflik baru. koordinasi dengan bagian hrd dan serikat karyawan akan menghasilkan solusi yang terbaik. secara keseluruhan, ketiga aspek tersebut merupakan tantangan terbesar dalam implementasi teknologi informasi. namun, hambatan terbesar justru berada didalam organisasi itu sendiri. jika diprediksikan, sumber daya manusia tidak akan bertahan untuk menolak kehadiran journal the winners, vol. 3 no. 1, maret 2002: 19-31 30 teknologi informasi. barang siapa tidak dapat mengeksploitasi teknologi informasi, akan tertinggal jauh di belakang. penutup simpulan duet yang cukup harmonis antara bisnis dan teknologi informasi menjadi suatu kesatuan yang tidak dapat dipisahkan. keduanya akan saling melengkapi. pada akhirnya, dapat disimpulkan sebagai berikut. 1. produksi komputer terus meningkat secara berganda setiap tahunya dan harga per unitnya semakin murah. 2. perkembangan teknologi informasi semakin pesat melampaui perkembangan bisnis. 3. organisasi mulai beralih ke organisasi maya dengan integrasi proses bisnis. 4. integrasi terjadi antara organisasi maya dengan organisasi maya dan seterusnya. 5. proses integrasi tidaklah mudah. oleh karena itu, microsoft menawarkan solusi dengan microfot enterprise sotware. 6. fokus bisnis adalah ke konsumen (pelanggan), yaitu menjual solusi bukan produk/jasa. 7. tren sekarang dan masa depan adalah perangkat mobile. daftar pustaka amor, daniel. 1998. the business revolution. prentice hall. cash, james i et al. 1992. corporate information system management. edisi 3. irwin: homewood. earl, michael j. 1998. management strategies for information technology. new york: prentice hall. fellenstein, craig dan ron wood. 1999. exploring e-commerce, global e-business and esociety. prentice hall. fingar, p, harsha kumar, dan tarun sharma. 2000. enterprise e-commerce. meghan kiffer press. forcht, k.a. 1994. computer security management. massachusetts: boyd and fraser company. hill, charles w. l. 1997. international business: competing global marketplace. irwin. kalakota, ravi dan andrew b. whinston. 1996. electronic commerce a managers guide. addison wesley. e-business: teknologi dan peluang bisnis… (chandra wibowo widhianto) 31 ____________________________________. 1999. ebusiness: roadmap for succes. addison wesley. levin dan rubin. 1994. statistic for management. edisi 6. new jersey: prentice hall. mcleod r. 1998. management information systems: a study of computer based information systems. edisi 7. new jersey: prentice hall. nielsen, jacob. 1995. multimedia and hypertext: the internet and beyond. academic press. ____________. 1999. designing web usability: the pratice of simplicity. new riders publishing. o’brien, james a. 2000. introduction to information systems: essentials for the internetworked enterprise. edisi 9. boston: irwin/mcgraw-hill. plant, robert t. 2000. ecommerce: formulation of strategy. prentice hall. senn, james a. 1995. information technology in business: principles, practises, and opportunities. new jersey: prentice hall. seybold, patricia b. 1998. customers.com: how to create a profitable business strategy for the internet and beyond. times books. turban, efraim, jae lee, jae ktu lee, david king, dan h. michael chung. 2002. electronic commerce a management perspective. microsoft word 03_budiman n_model kemiskinan.doc journal the winners, vol. 4 no. 2, september 2003: 78-93 78 perencanaan model penanggulangan kemiskinan petani berlahan sempit budiman notoatmojo1 abstract in general, the goal of the study is to develop planning model for alleviation for the poor from small farmers land-holding. specifically the main objective is to delineate the poorness of small land holding and how to recommend the alternative direct agro business investment planning model which will be given to them. the analytical methodology used statistical model entropy and coefficient of variation with the main parameter of farmers income and its stability. the sampling taken from 6 kabupaten in 3 provinces, central and east jawa and west sumatra. mostly the model used is integrated farming system (livestock, food crops, and perennial crops). keywords: poverty alleviation, farmer abstrak secara umum, tujuan penelitian ini membuat model perencanaan pengentasan kemiskinan untuk petani berlahan sempit. tujuan utamanya adalah mengurangi kemiskinan petani berlahan sempit dan memberikan rekomendasi alternatif perencanaan agribisnis langsung yang akan diberikan kepada mereka. metode analitis yang digunakan adalah model entropy statistik dan variasi koefisien dengan parameter utama pendapatan petani dan stabilitasnya. sampelnya diambil dari 6 kabupaten di 3 provinsi, jawa tengah, jawa timur, dan sumatera barat. model tersebut kebanyakan menggunakan sistem pertanian terintegrasi (ternak, pangan, dan tumbuhan abadi). kata kunci: penanggulangan kemiskinan, petani 1 peneliti senior deptan ri & staf pengajar jurusan manajemen, fakultas ekonomi, ubinus, jakarta perencanaan model penanggulangan kemiskinan… (budiman notoatmojo) 79 pendahuluan sebelum adanya krisis ekonomi yang terjadi sejak lebih dari 4 tahun silam, indonesia telah berhasil meningkatkan taraf hidup masyarakat termasuk masyarakat pedesaan dan masyarakat pertanian. keberhasilan tersebut diakui bahwa bukan hanya dalam hal peningkatan pendapatan tetapi juga dalam hal pengurangan jumlah penduduk miskin (pakpahan et al, 1995). selama periode antara 1970-an dan 1980-an, indonesia telah berhasil menurunkan jumlah penduduk miskin dari 65 persen menjadi 17 persen. prestasi itu merupakan hasil upaya yang dilakukan sejak lama. akan tetapi, dengan terjadinya krisis ekonomi yang berkepanjangan, angka penduduk miskin tersebut kembali meningkat dengan cepat. pada akhir tahun 1998, bps mencatat bahwa jumlah penduduk miskin mencapai 49,5 juta jiwa yang 31,9 juta diantaranya terdapat di pedesaan. beberapa lembaga, antara lain world food program (wfp) mengakui adanya dampak sosial krisis tersebut walaupun dinilai tidak sedramatis seperti yang digambarkan. bank dunia memperkirakan bahwa pertambahan jumlah penduduk miskin di indonesia akibat krisis ekonomi mencapai 11 persen atau sekitar 22 juta orang pada februari 1998. akan tetapi, ada anggapan bahwa sejak tahun 2000 jumlah penduduk miskin tersebut kembali menunjukkan penurunan. tingginya jumlah penduduk miskin tersebut menuntut dilakukannya langkah kongkrit dan mendasar untuk menekan angka tersebut. oleh karena itu, menjadikan penanggulangan kemiskinan sebagai suatu prioritas dalam pembangunan merupakan hal yang sangat positif. dengan perkataan lain, bahwa diperlukan kebijakan yang spesifik untuk meningkatkan kesejahteraan masyarakat khususnya masyarakat petani miskin di pedesaan, berupa pengaplikasian program pembangunan. bila tidak, hal itu akan membuka peluang munculnya permasalahan yang dapat mengancam proses keberlanjutan pembangunan itu sendiri. berbagai program penanggulangan kemiskinan telah dilakukan, baik berupa program jangka panjang maupun program jangka pendek. program jangka panjang lebih diarahkan pada upaya pemberdayaan masyarakat. program jangka pendek yang secara massal dilaksanakan untuk membantu mereka memenuhi kebutuhan minimum pada standar hidup pokok. manfred dan shauma (1998) menemukan bahwa berbagai hambatan ditemui dalam pelaksanaan program penanggulangan kemiskinan terutama disebabkan oleh sosialisasi yang kurang efektif baik pada anggota masyarakat yang menjadi sasaran program maupun pada pelaksana program itu sendiri. sebagian besar program tidak mengikutsertakan secara aktif masyarakat. dengan demikian, banyak dijumpai kasus bahwa program yang dilaksanakan tidak tepat sasaran baik jenis kegiatan maupun kelompok targetnya. petani miskin di pedesaan dapat diidentikkan dengan petani berlahan sempit yang disertai oleh keterbatasan aksesibilitas terhadap peluang ekonomi sebagai sumber pendapatan di luar pertanian. suntoro (1989) beranggapan bahwa kemiskinan disebabkan oleh faktor internal dan faktor eksternal. faktor internal berasal dari dalam diri seseorang atau lingkungannya. faktor eksternal adalah faktor di luar jangkauan individu yang menghambat seseorang untuk meraih kesempatan. artinya, bukan karena seseorang tidak mau bekerja tetapi struktur yang ada yang menjadi hambatan. sementara itu, berbagai studi memberi gambaran bahwa kemiskinan suatu komunitas dicirikan oleh rendahnya kualitas sumber daya manusia (rachman 1989 dan emanuel 2000), rendahnya penguasaan aset produktif, seperti lahan pertanian dan rendahnya aksesibilitas anggota masyarakat terhadap sumber permodalan dan peluang ekonomi (taryoto, 1995). journal the winners, vol. 4 no. 2, september 2003: 78-93 80 lebih lanjut melihat bahwa ada dua karakteristik desa miskin, yaitu terbatasnya aset produktif seperti lahan dan kapital dan kualitas sumber daya manusia sebagian besar sangat rendah. kedua karakteristik tersebut diduga merupakan kendala dalam mengaplikasikan suatu teknologi atau pemanfaatan secara optimal kesempatan ekonomi. walaupun demikian, hayami dan masau (1997) membuktikan bahwa secara umum dalam kondisi tertentu perubahan teknologi dapat berpengaruh posirif terhadap penanggulangan kemiskinan. pada dasarnya, petani miskin di pedesaan dicirikan tidak hanya oleh tingkat pendapatan yang rendah tetapi tidak stabilnya pendapatan itu sendiri juga merupakan permasalahan yang harus dihadapi. oleh karena itu, upaya pengentasan kemiskinan bagi petani berlahan sempit seyogyanya memperhatikan kedua hal tersebut. artinya, program pengentasan kemiskinan diarahkan tidak hanya pada peningkatan pendapatan tetapi juga menstabilkan pendapatan secara bersama-sama. dalam kaitan itu, departemen pertanian merasa terpanggil untuk ikut berpartsipasi dalam upaya turut memperbaiki taraf hidup kelompok masyarakat yang kurang beruntung tersebut. dalam mengaplikasikan program penanggulangan kemiskinan masyarakat pertanian di pedesaan, diperlukan pengetahuan yang komprehensif agar “sesuai” baik dari segi kelompok sasaran, jenis kegiatan, waktu, maupun lokasi yang spesifik demi keberhasilannya. untuk itu, diperlukan penelitian dalam rangka memperoleh berbagai informasi mengenai karakteristik masyarakat petani miskin dan faktor yang menyebabkannya meliputi aspek sosial dan ekonomi. studi perencanaan model penanggulangan kemiskinan petani berlahan sempit ini dilaksanakan oleh tim oleh penulis sebagai project director dan dr. faisal kasryino sebagai penasehat utama. pembahasan kerangka pemikiran i. orientasi pembangunan pertanian pembangunan pertanian pada dasarnya adalah suatu upaya untuk meningkatkan kualitas hidup petani. dalam usaha tersebut, diperlukan partisipasi petani dan masyarakat sehingga peningkatan produksi komoditas pertanian dapat dicapai lebih efisien dan dinamis diikuti pembagian surplus ekonomi antarpelaku secara adil. sehubungan dengan hal itu, strategi pembangunan pertanian merupakan peningkatan kualitas dan produktivitas sumber daya manusia (human capital) masyarakat pertanian, meningkatkan penguasaan aset produktif pertanian, inovasi teknologi baru, dan menata kembali kebijaksanaan pembangunan ekonomi dan pengembangan kelembagaan pertanian dalam arti luas. masalah yang dihadapi dalam pembangunan pertanian dan pedesaan adalah produktivitas tenaga kerja dan penguasaan aset produktif yang rendah disertai adanya dualisme antara pertanian rakyat yang tradisional dan perusahaan besar yang maju dan modern dan dualisme antara kota dan desa. kondisi itu menyebabkan rendahnya pendapatan masyarakat dan tingginya tingkat kemiskinan di pedesaan. oleh karena itu, pembangunan pertanian harus berorientasi pada peningkatan produktivitas tenaga kerja, pendapatan, dan kesejahteraan masyarakat petani dan pedesaan dengan sebesar mungkin melibatkan masyarakat. perencanaan model penanggulangan kemiskinan… (budiman notoatmojo) 81 operasionalisasi paradigma baru dan kerangka fikir pembangunan pertanian dikemukakan pada gambar 1. dari gambar tersebut terlihat bahwa peranan pemerintah difokuskan pada memberikan pelayanan dan memfasilitasi kegiatan produksi yang dilaksanakan masyarakat melalui berbagai investasi dan pengembangan kelembagaan penunjang, terutama kelembagaan penguasaan aset produktif (lahan pertanian) dan lembaga keuangan pedesaan yang mandiri. pembangunan yang dillaksanakan selama ini telah menciutkan lahan pangan di jawa seluas hampir sejuta hektar (kurang lebih separuhnya adalah lahan beririgasi), berkurangnya 1,9 juta petani dan bertambahnya 2,6 juta buruh tani (sensus pertanian 1993) dan semakin sempitnya penguasaan lahan per petani. hal itu merupakan refleksi tidak efektifnya pelaksanaan uupa 1960 yang sekaligus kegagalan pembangunan pertanian dan kebijaksanaan ekonomi makro. gambar 1 kebijakan pembangunan pertanian (modifikasi hazell and rosegrant, 1999) journal the winners, vol. 4 no. 2, september 2003: 78-93 82 dari strategi pembangunan pertanian yang dilukiskan pada gambar 1, dapat dijelaskan bahwa tanpa investasi kebijaksanaan pemerintah masyarakat mampu melakukan investasi pertanian. secara tidak langsung pemerintah dapat mendorong investasi pertanian melalui investasi bidang pendidikan, pengembangan sarana dan prasarana ekonomi, penelitian dan pengembangan. secara langsung melalui kebijaksanaan moneter dan pengembangan lembaga keuangan pedesaan yang mandiri dan kebijaksanaan pertanahan dan aset produktif, termasuk kebijaksanaan tata guna lahan dan tata ruang pembangunan pertanian. hal penting lain yang perlu mendapat perhatian adalah pemantapan ketahanan pangan dan menghilangkan kemiskinan. ketahanan pangan mencakup berbagai aspek, antara lain ketersediaan, keandalan, keberlanjutan dan keterjangkauan. golongan masyarakat yang paling rentan terhadap perubahan adalah angkatan kerja yang bekerja di sektor informal dengan kualitas dan produkrivitas tenaga kerja yang masih rendah. kondisi itu semakin parah dengan terbatasnya jangkauan terhadap penguasaan lahan pertanian dan aset produktif lainnya. kualitas hidup masyarakat pedesaan dipengaruhi oleh (i) terjadinya saling keterkaitan dan sinergi antara pengembangan ekonomi perkotaan, nonpertanian pedesaan, dan sektor pertanian; (ii) peningkatan produksi pertanian dan nonpertanian pedesaan yang berorientasi pada peningkatan kesempatan berusaha dan kesempatan kerja pedesaan; (iii) penyempurnaan kelembagaan pertanian dan pedesaan untuk memfasilitasi pengelolaan sumber daya alam secara optimal berkelanjutan; dan (iv) pengelolaan konsumsi bernilai gizi dan sanitasi pedesaan. secara keseluruhan disederhanakan pada gambar 2. gambar 2 pengembangan kualitas hidup masyarakat (dimodifikasi dari hazell dan rosegrant, 1999) perencanaan model penanggulangan kemiskinan… (budiman notoatmojo) 83 ii. cakupan analisis secara umum, strategi pembangunan pertanian merupakan upaya peningkatan kesejahteraan petani dan masyarakat pedesaan. pertumbuhan ekonomi pedesaan yang pesat dalam waktu bersamaan menciptakan peningkatan pendapatan masyarakat miskin, pertumbuhan dengan pemerataan, dan kelestarian lingkungan. keterkaitan antara tiga parameter tersebut disederhanakan dalam “segi-tiga kritis” (critical triangle) seperti disajikan pada gambar 3. gambar 3 segi-tiga kritis pada pembangunan pedesaan (sumber: adb, 2000) analisis diarahkan pada bagaimana kebijaksanaan dan strategi pemerintah mempengaruhi segi-tiga kritis. review secara komprehensif diperlukan pada sektor pertanian dan ekonomi pedesaan yang relevan dengan pertumbuhan ekonomi pedesaan dan pengentasan kemiskinan. di samping itu, juga diperlukan (i) review dan analisis intervensi pemerintah terhadap insentif produksi, subsidi, dan pajak pada struktur ketenagakerjaan pertanian, produksi, pendapatan, pelestarian sumber daya alam, dan kemiskinan; (ii) analisis perubahan struktur dan pola ketenagakerjaan pertanian, produksi, dan jender; (iii) perubahan struktur konsumsi rumah tangga; (iv) diskusi mengenai implikasi dari perubahan ekonomi pedesaan terhadap pertumbuhan, pengentasan kemiskinan dan kelestarian pembangunan; dan (v) memprediksi alternatif pilihan untuk pertumbuhan pertanian dan pedesaan di masa mendatang dan kemungkinan kebijaksanaan intervensi untuk mendorong pertumbuhan dengan pemerataan dan pelestarian pembangunan. iii. fokus analisis rumah tangga petani miskin berlahan sempit dicirikan oleh dua faktor utama, yaitu tingkat pendapatan yang rendah dan tingginya fluktuasi menurut waktu. komunitas di masyarakat dapat diklasifikasi ke dalam tingkatan dari kedua parameter tersebut. tingkat pendapatan distrata dalam 3 klas, yaitu tingkat pendapatan tinggi, sedang, dan rendah. strata yang sama juga dilakukan pada stabilitas pendapatan, yaitu pendapatan dengan stabilitas tinggi, sedang, dan rendah. hubungan kedua parameter dalam masing-masing klas disederhanakan dengan matriks berikut ini. journal the winners, vol. 4 no. 2, september 2003: 78-93 84 tingkat pendapatan t-r t-s t-t s-r s-s s-t r-r r-s r-t stabilitas pendapatan keterangan t-t : petani berpendapatan tinggi dengan stabilitas tinggi t-s : petani berpendapatan tinggi dengan stabilitas sedang t-r : petani berpendapatan tinggi dengan stabilitas rendah s-t : petani berpendapatan sedang dengan stabilitas tinggi s-s : petani berpendapatan sedang dengan stabilitas sedang s-r : petani berpendapatan sedang dengan stabilitas rendah r-t : petani berpendapatan rendah dengan stabilitas tinggi r-s : petani berpendapatan rendah dengan stabilitas sedang r-r : petani berpendapatan rendah dengan stabilitas rendah selanjutnya, para petani berpenghasilan rendah juga dapat dikategorikan ke dalam 3 jenis status garapan lahan pertanian, yaitu pemilik penggarap, penggarap (bagi hasil) dan buruh tani, dan dihubungkan juga dengan tingkat stabilitas pendapatan. hubungan tersebut disederhanakan pada matriks berikut. perencanaan model penanggulangan kemiskinan… (budiman notoatmojo) 85 status garapan p-r p-s p-t g-r g-s g-t b-r b-s b-t stabilitas pendapatan keterangan p-t : petani dengan status pemilik penggarap dengan pendapatan stabilitas tinggi p-s : petani dengan status pemilik penggarap dengan pendapatan stabilitas sedang p-r : petani dengan status pemilik penggarap dengan pendapatan stabilitas rendah g-t : petani dengan status penggarap dengan pendapatan stabilitas tinggi g-s : petani dengan status penggarap dengan pendapatan stabilitas sedang g-r : petani dengan status penggarap dengan pendapatan stabilitas rendah b-t : petani dengan status buruh tani dengan pendapatan stabilitas tinggi b-s : petani dengan status buruh tani dengan pendapatan stabilitas sedang b-r : petani dengan status buruh tani dengan pendapatan stabilitas rendah selain dengan tingkat pendapatan dan status garapan lahan, tingkat stabilitas pendapatan petani dihubungkan juga dengan agroekosistem (lahan sawah irigasi, lahan sawah tadah hujan, dan lahan kering). hal itu didasarkan pada asumsi bahwa agroekosistem suatu wilayah erat hubungannya dengan aktivitas ekonomi anggota masyarakat yang hidup dan bekerja di wilayah yang bersangkutan. secara sederhana hubungan antara kedua parameter tersebut ditunjukkan pada matriks berikut. journal the winners, vol. 4 no. 2, september 2003: 78-93 86 agroekosistem i-r i-s i-t h-r h-s h-t k-r k-s k-t stabilitas pendapatan keterangan i-t : petani di lahan irigasi dengan pendapatan stabilitas tinggi i-s : petani di lahan irigasi dengan pendapatan stabilitas sedang i-r : petani di lahan irigasi dengan pendapatan stabilitas rendah h-t : petani di lahan tadah hujan dengan pendapatan stabilitas tinggi h-s : petani di lahan tadah hujan dengan pendapatan stabilitas sedang h-r : petani di lahan tadah hujan dengan pendapatan stabilitas rendah k-t : petani di lahan kering dengan pendapatan stabilitas tinggi k-s : petani di lahan kering dengan pendapatan stabilitas sedang k-r : petani di lahan kering dengan pendapatan stabilitas rendah penelitian akan mengidentifikasi faktor penyebab rendahnya tingkat pendapatan dan rendahnya tingkat stabilitas serta alternatif solusi meningkatkan kedua parameter tersebut. bagi petani yang memiliki tingkat pendapatan rendah, diupayakan cara yang efektif untuk meningkatkannya sementara petani yang belum memiliki pendapatan yang stabil, diupayakan solusi yang sesuai. secara spesifik analisis yang dilakukan berkaitan dengan upaya peningkatan kesejahteraan petani miskin berlahan sempit dan berbagai aspek, baik yang terkait langsung maupun tidak langsung. aspek yang dimaksud meliputi (i) identifikasi mengenai karakteristik rumah tangga petani yang klasifikasikan berdasarkan tingkat pendapatan dan stabilitas pendapatan; (ii) identifikasi faktor yang menyebabkan pendapatan rumah tangga petani rendah dan faktor yang mengakibatkan tidak stabilnya pendapatan; dan (iii) identifikasi mengenai alternatif solusi untuk meningkatkan dan menstabilkan pendapatan rumah tangga. perencanaan model penanggulangan kemiskinan… (budiman notoatmojo) 87 tujuan penelitian dan keluaran yang diharapkan i. tujuan penelitian secara umum, penelitian bertujuan untuk menciptakan model perencanaan pengentasan kemiskinan khususnya rumah tangga petani berlahan sempit dengan bertahap dan berkesinambungan. secara spesifik, tujuan yang akan dicapai adalah (i) membangun model perencanaan dalam rangka membantu petani miskin berlahan sempit; dan (ii) menentukan model bantuan/fasilitas/investasi pemerintah secara bertahap untuk membantu petani miskin berlahan sempit. ii. keluaran yang diharapkan keluaran yang diharapkan dari penelitian ini terkait langsung dengan tujuan yang ingin dicapai, yaitu (1) model perencanaan dalam rangka membantu petani miskin berlahan sempit; dan (2) model bantuan/fasilitas/investasi pemerintah untuk membantu petani miskin berlahan sempit secara bertahap dan berkesinambungan dapat meningkatkan taraf hidup mereka. metode i. lokasi penelitian pemilihan lokasi penelitian didasarkan pada agroekosistem (lahan sawah irigasi, lahan sawah tadah hujan, dan lahan kering). dengan dasar luas dominan dari agroekosistem tertentu (lahan sawah irigasi, lahan sawah tadah hujan, dan lahan kering) dan populasi desa miskin yang relatif banyak, dipilih kabupaten sebagai lokasi penelitian. kabupaten yang secara sengaja dipilih yang mewakili masing-masing agroekosistem tersebut sebagai berikut. 1. lahan sawah irigasi kabupaten indramayu (jawa barat) kabupaten bojonegoro (jawa timur) 2. lahan sawah tadah hujan kabupaten blora (jawa tengah) kabupaten lombok tengah (ntb) 3. lahan kering kabupaten blitar (jawa timur) kabupaten lampung utara (lampung) ii. metode pemilihan lokasi dan responden pemilihan lokasi dilakukan secara bertingkat dengan beberapa tahap sebagai berikut. 1. ditingkat kabupaten dihimpun data mengenai kecamatan yang mencirikan agroekosistem tertentu. berdasarkan informasi tersebut dipilih 2 kecamatan yang dinilai sesuai dengan kriteria agroekosistem yang disaratkan dengan ciri (x/y) tertinggi. x = luas lahan pertanian dengan agroekosistem tertentu (kecamatan) y = total luas lahan pertanian (kecamatan) kedua kecamatan terpilih diklasifikasikan 1 kecamatan dengan aksesibilitas baik dan 1 kecamatan lagi dengan aksesibilitas buruk. kriteria tingkat aksesibilitas dipergunakan parameter berikut. journal the winners, vol. 4 no. 2, september 2003: 78-93 88 a. kondisi jalan b. jarak ke pusat perekonomian dan pemerintahan c. ada/tidak angkutan publik (kendaraan umum roda empat) 2. selanjutnya, dari masing-masing kecamatan terpilih, dipilih 3 desa yang dicirikan berikut ini. a. agroekosistem tertentu dengan kriteria (a/b) tertinggi a = luas lahan pertanian dengan agroekosistem tertentu (desa) b = total luas lahan pertanian (desa) b. proporsi rumah tangga miskin dengan (c/d) tertinggi c = jumlah rumah tangga miskin (desa) d = total jumlah rumah tangga (desa) rumah tangga miskin ditentukan menggunakan kriteria bkkbn seperti yang dipergunakan program jps, yaitu keluarga pra-sejahtera dan keluarga sejahtera-i 3. ke-6 desa (3 desa di kecamatan dengan aksesibilitas baik dan 3 desa di kecamatan dengan aksesibilitas buruk), dilakukan pengecekan langsung di lokasi untuk melihat kebenaran dan kesesuaian informasi yang diperoleh. hal yang dilakukan pengecekan di lokasi meliputi aspek agroekosistem, kemiskinan, aksesibilitas, populasi petani miskin berlahan sempit, jenis status garapan yang berlaku, jenis mata pencaharian angkatan kerja rumah tangga, dan lain-lain. 4. berdasarkan hasil pengecekan tersebut, dari 3 desa di masing-masing kecamatan dipilih 1 desa yang dinilai paling sesuai dengan kriteria yang dipergunakan. dengan demikian, diperoleh 2 desa contoh (masing-masing 1 desa setiap kecamatan) yang dijadikan lokasi penelitian. satu desa dengan tingkat aksesibilitas baik dan satu desa dengan aksesibilitas buruk. di masing-masing desa didaftar rumah tangga miskin melalui administrasi desa. dari daftar tersebut diklarifikasi dan mengeluarkan rumah tangga miskin yang tidak termasuk target penelitian, yaitu individu/kk yang tidak mampu untuk bekerja dan berusaha, seperti lanjut usia/jompo, cacat, sakit, dan sebagainya. 5. setiap desa dipilih secara acak sebanyak 30 rumah tangga dari daftar rumah tangga miskin yang telah “dibersihkan”. ke-30 rumah tangga tersebut diwawancara dengan kuesioner yang terstruktur. selain itu, data yang bersifat umum dan makro tingkat desa dikumpulkan dengan metode wawancara kelompok (group interview). iii. metode analisis dari setiap tujuan yang ingin dicapai, sebagian besar analisis yang dilakukan adalah dengan metode deskriptif. analisis menggunakan alat sederhana berupa nilai rata-rata, korelasi, tabelasi silang, frekuensi distribusi, dan lain-lain. parameter yang dipergunakan dalam analisis terdiri dari dua variabel utama yang meliputi pendapatan rumah tangga dan stabilitas pendapatan. definisi dan batasan kedua variabel tersebut sebagai berikut. 1. pendapatan rumah tangga merupakan total pendapatan yang diterima rumah tangga selama satu tahun yang berasal dari semua kegiatan/usaha dari semua anggota rumah tangga ditambah pendapatan lain yang diperoleh tanpa bekerja/berusaha. pendapatan rumah tangga dari berbagai sumber disederhanakan seperti berikut. perencanaan model penanggulangan kemiskinan… (budiman notoatmojo) 89 y = ∑ = n i ijx 1 + ∑ = m i ip 1 y = adalah total pendapatan rumah tangga xij = pendapatan dari kegiatan/usaha ke-j dari anggota rumah tangga ke-i pi = pendapatan yang diperoleh tanpa bekerja/berusaha ke-i 2. stabilitas pendapatan pada dasarnya, ukuran stabilitas pendapatan dikaitkan dengan waktu atau frekuensi menerima pendapatan (flow of income by time) dalam periode satu tahun. makin kecil variasi penerimaan pendapatan menurut waktu stabilitas pendapatan makin tinggi. atau, makin tersebar sejumlah pendapatan yang diterima menurut waktu, stabilitas pendapatan makin tinggi. untuk mendiagnosa tingkat stabilitas pendapatan suatu rumah tangga, dilakukan pendekatan dengan beberapa metode sebagai berikut. a. tabel sumber pendapatan menurut waktu (musim, bulan). b. ragam sumber pendapatan rumah tangga. c. rasio jumlah yang bekerja terhadap total anggota rumah tangga. iv. jenis data data yang diperlukan untuk analisis terdiri dari 2 jenis, yaitu data tingkat rumah tangga dan data yang bersifat umum. data tingkat rumah tangga meliputi karakteristik anggota rumah tangga, penguasaan aset produktif, tingkat teknologi usaha tani, sumber pendapatan rumah tangga, pengeluaran/konsumsi rumah tangga, keikutsertaan dalam kegiatan/program yang dilaksanakan, persepsi terhadap program yang ada dan harapan di waktu mendatang. data yang bersifat umum terdiri dari: keadaan umum masyarakat dan perubahan yang terjadi, peluang ekonomi dan aksesibilitas masyarakat terhadap fasilitas yang ada, potensi sumber daya alam yang dapat dikembangkan dan dimanfaatkan, kualitas dan kuantitas angkatan kerja, mobilitas tenaga kerja, tingkat upah, dan lain-lain. v. lingkup dan tahapan kegiatan lingkup penelitian dibatasi pada diskusi kualitatif mengenai karakteristik rumah tangga, identifikasi faktor yang menyebabkan pendapatan rumah tangga petani rendah, dan faktor yang mengakibatkan tidak stabilnya pendapatan. selain itu, analisis dan diskusi juga diarahkan pada identifikasi mengenai alternatif solusi untuk meningkatkan dan menstabilkan pendapatan rumah tangga. penelitian terdiri dari lima tahapan kegiatan, yaitu (i) persiapan yang terdiri dari pembuatan rancangan penelitian operasional dan membuat daftar pertanyaan; (ii) pengumpulan data dan informasi yang relevan; (iii) analisis dan pengolahan data; (iv) penulisan laporan dan seminar hasil; dan (v) finalisasi dan penggandaan laporan. journal the winners, vol. 4 no. 2, september 2003: 78-93 90 penutup hasil penelitian dan implikasi kebijakan pendapatan rumah tangga petani lahan sempit sangat bervariasi antaragroekosistem dan aksesibilitas. pada daerah dataran tinggi, rata-rata pendpatan berkisar antara rp280 ribu sampai rp2.326 ribu/kapita/tahun. sementara itu, pada daerah dataran rendah, berkisar antara rp321 ribu sampai rp2.888 ribu/kapita/tahun. pada umumnya, rata-rata pendapatan pada lahan kering lebih rendah dibandingkan agroekosistem lainnya. selain itu, pendapatan rumah tanga petani di daerah akses baik juga lebih tinggi dibandingkan di daerah akses buruk. hasil kajian juga menunjukkan bahwa pendapatan petani pemilik penggarap secara umum lebih tinggi daripada petani penggarap. kontribusi pendapatan rumah tangga petani berlahan sempit dari sektor pertanian lebih kecil dibandingkan sektor nonpertanian, yaitu antara 40-41 persen. kecenderungan tersebut berlaku untuk semua agroekosistem, kecuali pada lahan kering dataran tinggi (70-80%). kontribusi dominan tersebut terutama berasal dari usaha tani sayuran. ragam sumber pendapatan yang tercermin dari nilai indeks entropy menunjukkan bahwa sumber pendapatan rumah tangga petani di dataran tinggi lebih beragam daripada di dataran rendah. pada umumnya, pendapatan petani berlahan sempit sangat kecil dan fluktuatif sehingga tingkat dan stabilitas pendapatannya termasuk rendah. adapun karakteristik rumah tangga tersebut seperti berikut. (1) rata-rata uum kepala keluarga (kk) masih produktif; (2) pendidikan kk rendah; (3) ada anggota keluarga yang bekerja; (4) memelihara ternak; dan (5) sebagian besar pendapatannya berasal dari sektor nonpertanian. berdasarkan hasil temuan, upaya yang harus dilakukan untuk meningkatkan pendapatan petani berlahan sempit terutama dari sektor pertanian pada umumnya adalah (1) perbaikan teknologi sistem usaha tani; (2) pengembangan usaha peternakan; dan (3) pengembangan kelembagaan keuangan mikro di pedesaan. untuk lebih detail, alternatif program di setiap agroekosistem seperti berikut. i. daerah sawah irigasi dataran tinggi jangka pendek 1. peningkatan produksi padi dengan program p3t (peningkatan produksi padi secara terpadu) melalui ptt (pengelolaan tanaman dan sumber daya secara terpadu). pengembangan peternakan (ternak besar) secara komunal, selain mendapatkan keuntungan dari penggemukan, juga akan menyediakan tenaga kerja ternak dan pupuk kandang sebagai pupuk organik. untuk pakan, dapat digunakan jerami fermentasi yang selama ini dibakar. 2. pengembangan kelembagaan keuangan mikro, misalnya kum (kredit usaha mandiri) untuk mengatasi kekurangan modal. jangka panjang 1. pengembangan usaha tani ternak besar secara komunal agar pengelolaan kotoran lebih efisien. perbaikan manajemen pengelolaan ternak sistem komunal secara efisien. kebutuhan modal untuk pengusahaan ternak ataupun pembelian sarana produksi diperoleh dari lembaga keuangan (kum). perencanaan model penanggulangan kemiskinan… (budiman notoatmojo) 91 2. pengembangan agroindustri di pedesaan menggunakan bahan baku murah, tersedia lokal dan memiliki aspek pemasaran yang baik. ii. daerah sawah tadah hujan dataran tinggi jangka pendek 1. eksplorasi potensi air tanah dengan sumur pantek dan pompa air untuk meningkatkan produktivitas lahan dengan pola tanam jagung-padi-jagung. 2. peningkatan penguasaan teknologi sistem usaha tani jagung hibrida. 3. pengembangan lembaga keuangan mikro untuk modal usahatani dan nonpertanian seperti industri anyaman bambu skala rumah tangga. jangka panjang 1. pengembangan usaha ternak besar (sapi potong) dan ternak kecil (domba + kambing) dan penghijauan kawasan untuk penyediaan hijauan makanan ternak (hmt). pengembangan hmt meliputi pohon gamal dan di daerah tepian dapat ditanami rumput gajah, kinggras, dan lain-lain. 2. perbaikan sarana jalan antardusun dan desa. iii. daerah lahan kering dataran tinggi jangka pendek 1. program pengembangan usaha tani sayuran-ternak sapi potong terpadu dalam menunjang pengembangan program sayuran organik. 2. pengembangan kelembagaan koperasi dan keuangan mikro untuk mengatasi kesulitan permodalan usaha tani dan industri sulaman serta pemasaran hasil. jangka panjang 1. pembangunan dan perbaikan prasarana jalan untuk menekan biaya angkutan dan memperlancar arus barang (saprodi dan produksi). iv. daerah sawah irigasi dataran rendah jangka pendek 1. dalam usaha peningkatan pendapatan petani sistem usaha tani padi perlu dilaksanakan dengan pendekatan ptt, melalui perbaikan kesehatan lahan (pemberian pupuk organik), perbaikan teknik irigasi, penggunaan varietas unggul, dan pengelolaan hama penyakit terpadu. disarankan pola tanam padi-padi-palawija/sayuran untuk memotong siklus hama/ penyakit. 2. tanaman hortikultura pengembangan agribisnis semangka dan mentimun dengan varietas unggul. 3. pengembangan peternakan diarahkan pada jenis ternak ruminansia (sapi dan kambing/domba) dalam usaha optimalisasi tenaga kerja keluarga dan penyediaan pupuk kandang. disarankan usaha ternak besar dilakukan secara komunal. jangka panjang 1. dalam usaha mengatasi kekurangan air di musim kemarau maka perlu dikembangkan sumur pantek. 2. pengembangan lembaga keuangan mikro di pedesaan. journal the winners, vol. 4 no. 2, september 2003: 78-93 92 v. daerah sawah tadah hujan dataran rendah jangka pendek 1. pengembangan teknologi pompa air dan sumur pantek untuk mengatasi kekurangan air di musim kemarau. 2. pengembangan ternak sapi untuk sumber tenaga kerja dan sebagai sumber pendapatan tambahan pakan ternak sapi diperoleh dari jerami yang difermentasi. 3. pengembangan kelembagaan keuangan mikro untuk pengembangan yam buras. jangka panjang 1. perlu dikembangkan sistem kemitraan untuk pengembangan kacang tanah. vi. daerah lahan kering dataran rendah jangka pendek 1. bantuan permodalan usaha tani untuk mengurangi ketergantungan pada kelembagaan keuangan informal. 2. pemberdayaan dan penciptaan lumbung desa yang dapat membantu petani baik dalam kesediaan pangan maupun permodalan usaha tani. 3. bantuan ternak dengan pembinaan dan introduksi teknologi yang disertai kemudahan pemasaran. jangka panjang 1. untuk mengatasi kesulitan permodalan, diperlukan bantuan permodalan usaha tani untuk mengurangi ketergantungan pada sumber kredit informal melalui pengembangan kelembagaan keuangan mikro di pedesaan. 2. dalam usaha mempertahankan kesuburan tanah dan pemanfaatan limbah jagung, perlu dikembangkan usaha tani jagung-ternak secara terpadu. oleh karena itu, perlu bantuan ternak secara revolving. daftar pustaka collier, williams, gunawan wiradi soentoro, dan makali. 1974. “agricultural technology and institutional change in java “food research institute studies”.” vol 13 (no 21), hlm. 169-194. departemen koperasi. 1998. skim kredit untuk program koperasi, pengusaha kecil. direktorat fasilitas pembiayaan dan simpan pinjam, dep kop, jakarta 1998. haryadi, emmanuel 2000. micro finance and the poor, some reality checks in indonesia. pakpahan, a. 1995. “kerangka analitik untuk penelitian rekayaa sosial: perspektif ekonomi institusi.” effendi pasandaran et al. evolusi kelembagaan pedesaan di tengah perkembangan teknologi pertanian, pusat penelitian agro ekonomi, badan penelitian dan pengembangan pertanian. hlm. 1-18. perencanaan model penanggulangan kemiskinan… (budiman notoatmojo) 93 rachman, b. 1989. “skala usaha dan efisiensi alokasi masukan usahatani padi pada berbagai sistem penguasaan lahan di jawa barat.” efendi pasandaran et al. evolusi kelembagaan pedesaan di tengah perkembangan teknologi pertanian, pusat penelitian agro ekonomi, badan penelitian dan pengembangan pertanian. hlm. 78-93. sayogyo. 1979. mengenai partisipasi mendasar golongan masyarakat desa. bogor: lpsp-ipb. soentoro. 1989. “keragaan hubungan kerja dan penguasaan tanah pada pasca adopsi teknologi (kasus di sulawesi selatan).” efendi pasandaran et al. evolusi kelembagaan pedesaan di tengah perkembangan teknologi pertanian, pusat penelitian agro ekonomi, badan penelitian dan pengembangan pertanian. hlm. 59-77. suharto, p. 1996. petunjuk pelaksanaan sistem perkreditan grammen bank di indonesia. jakarta: yayasan mitra usaha. taryoto, andin h. 1995. “analisis kelembagaan dalam penelitian sosial ekonomi pertanian: suatu pengantar.” andin taryoto et al. prosiding kelembagaan dan prospek pengembangan beberapa komoditas pertanian. bogor: pse. yujiro, hayami dan kikuchi masao. 1997. dilema ekonomi pedesaan: suatu pendekatan terhadap perubahan kelembagaan di asia. jakarta: yayasan obor indonesia. zeller, manfred and manohaf shaume. 1998. rural finance and poverty alleviation food policy research institute. washington d.c. microsoft word 02_ engkos a. kuncoro_ renovasi sistem.doc journal the winners, vol. 5 no. 2, september 2004: 90-107 90 renovasi sistem menuju ekonomi rakyat berkeadilan engkos achmad kuncoro1 abstract economic crisis in indonesia emerges as an effect of economic policy with much rely on conglomerates and disregard people economics in capitalistic economy system. since 1998, the awareness of reforming economic system strives to the democratic economics are not yet realized by the government of reform era. the state has failed to improve the economics in agricultural sector especially the farmers, who has systematically experience of poverty. the new governance lead by the elected president have to conduct the farmer economic institution becomes part of integrated network of the rural ecomomic and the conglomerates, and have to be supported by macro economic policies having conducive for improving the people economics. keywords: renovation system, people economic, justice abstrak krisis ekonomi di indonesia merupakan akibat kebijakan ekonomi yang terlalu memihak pada pertumbuhan ekonomi yang mengandalkan usaha besar (konglomerat) dan mengabaikan ekonomi rakyat dalam sistem ekonomi kapitalistik. sejak tahun 1998, kewaspadaan akan kesalahan dan keinginan untuk mengubah sistem ekonomi menuju demokrasi ekonomi belum direalisasikan oleh pemerintahaan reformasi. negara gagal meningkatkan perekonomian di sektor pertanian, terutama petani yang telah mengalami pemiskinan sistematis. pemerintahan baru di bawah presiden terpilih nanti perlu melakukan penataan kelembagaan ekonomi petani menjadi bagian dari jaringan ekonomi rakyat pedesaan yang terintegrasi dengan usaha besar (konglomerat) dan didukung kebijakan politik ekonomi makro yang kondusif. kata kunci: renovasi sistem, ekonomi rakyat, adil 1 staf pengajar fakultas ekonomi, ubinus, jakarta renovasi sistem menuju… (engkos achmad kuncoro) 91 pendahuluan pada tahun 1948, wilhelm roepke (1899–1966)--dalam mubyarto (1999)-mengingatkan akan bangkrutnya sistem ekonomi kolektif uni soviet dan negara sosialis eropa timur karena sistem ekonomi kolektif didasari atas paksaan dan bertujuan untuk melawan paham kapitalis barat. sistem ekonomi kolektif yang tidak ditujukan untuk kemakmuran rakyat maka cepat atau lambat akan hancur. pada tahun 1993, garis besar haluan negara (gbhn, 1993) mengingatkan bahwa pembangunan telah berhasil meningkatkan pendapatan nasional dan kesejahteraan rakyat pada umumnya, walaupun masih ada ketimpangan ekonomi dan kesenjangan sosial yang menuntut usaha yang sungguh-sungguh untuk mengatasinya agar tidak berkelanjutan dan berkembang ke arah keangkuhan dan kecemburuan sosial. peringatan itu muncul karena kebijakan ekonomi selama hampir 30 tahun (19691997) telah menghasilkan pertumbuhan ekonomi rata-rata 7% per tahun tetapi berakibat kesenjangan sosial ekonomi semakin melebar. peringatan rakyat yang diamanatkan melalui gbhn 1993 belum sempat dilaksanakan menjadi kenyataan, pada tahun 1998 terjadi krisis moneter dan ekonomi yang merontokkan seluruh sendi perekonomian indonesia. bangsa indonesia sedang diuji, apakah punya tekad dan kehendak memakmurkan ekonomi rakyatnya? sebagai bangsa yang beragama mengakui khilaf kemudian merumuskan arah reformasi ekonomi dalam gbhn tahun 1998 bahwa sejalan dengan perkembangan kebutuhan dan tantangan pembangunan nasional, diperlukan keberpihakan politik ekonomi yang lebih memberikan kesempatan, dukungan, dan pengembangan ekonomi rakyat yang mencakup koperasi, usaha kecil, dan menengah sebagai pilar utama pembangunan ekonomi nasional. setelah hampir lima tahun berjalan sejak dicanangkan reformasi ekonomi untuk berpihak pada ekonomi rakyat, krisis moneter dan ekonomi belum menunjukkan tanda akan berakhir, malah ada kecenderungan semakin berkepanjangan. berdasarkan rangkaian peristiwa politik dan ekonomi serta fakta kondisi yang memprihatinkan, mengingatkan ada suatu kekeliruan yang perlu disadari dan diperbaiki. kekeliruan yang dimaksud adalah ketidakseriusan membangun ekonomi rakyat. artikel membahas konsep, fakta empiris, dan upaya membangun ekonomi rakyat yang berkeadilan dan menyejahterakan. diharapkan, artikel ini menjadi bahan diskusi bagi perumusan kebijakan politik ekonomi dalam tatanan makro dan kebijakan operasional ekonomi yang menyentuh kepentingan riil ekonomi rakyat dimasa mendatang. journal the winners, vol. 5 no. 2, september 2004: 90-107 92 pembahasan konsep ekonomi rakyat di era tahun 80-an, terjadi perdebatan nasional tentang konsep ekonomi yang cocok untuk indonesia. dalam pola pandang ekonomi makro, ada dua perdebatan, yaitu antara mereka yang menginginkan peran besar dari negara sesuai dengan pasal 33 uud 1945 (ayat 2 dan 3) dan mereka yang menginginkan kebebasan sistem pasar yang mampu mengembangkan demokrasi ekonomi sesuai penjelasan pasal 33 itu. sampai saat ini, masih diperdebatkan antara peran besar negara dengan kebebasan sistem pasar lebih dominan di indonesia. simpulan perdebatan tersebut, bangsa indonesia mempunyai kekhususan dalam pola perilaku ekonomi. oleh karena itu, perlu dirumuskan model pembangunan yang memiliki ciri khas tersendiri. perdebatan profesional tentang paradigma pembangunan ekonomi indonesia sebenarnya telah menyepakati tentang arah pembangunan ekonomi indonesia, yaitu dengan dibuatnya gbhn 1993. gbhn 1993 mengandung koreksi terhadap penyimpangan dan perintah baru dari rakyat yang berbeda dari gbhn terdahulu selama pjp i, khususnya orientasi baru yang makin menekankan pada pemerataan pembangunan dengan menerapkan nilai ilmu pengetahuan dan teknologi (iptek) dengan memperhatikan nilai agama dan nilai luhur budaya bangsa. sebagai wujud amanat gbhn itu, repelita vi (rencana pembangunan lima tahun) untuk pertama kali memperkenalkan bab baru, yaitu berjudul pemerataan pembangunan dan penanggulangan manusia. ditegaskan bahwa kebijakan dalam bidang ekonomi meliputi upaya meningkatkan kegiatan ekonomi rakyat, terutama melalui pengembangan koperasi dan pembinaan pengusaha kecil, memperluas lapangan kerja, memperluas lapangan usaha, serta meningkatkan pendapatan dan taraf kesejahteraan rakyat. pembangunan dalam bidang kesejahteraan rakyat merupakan ujung tombak upaya pemerataan pembangunan dan penanggulangan kemiskinan karena pada dasarnya merupakan upaya membangun manusia dan sumber daya manusia, seperti penjabaran lebih lanjut amanat gbhn 1993 bahwa titik berat pembangunan jangka panjang kedua diletakkan pada bidang ekonomi yang merupakan penggerak utama pembangunan seiring dengan kualitas sumber daya manusia. meskipun paradigma pembangunan ekonomi nasional adalah tetap, trilogi pembangunan, yaitu stabilitas nasional, pertumbuhan ekonomi, dan pemerataan, pada pjp ii pemerataan diletakkan pada prioritas utama. pemerataan pembangunan untuk mengatasi ketimpangan ekonomi dan kesenjangan sosial adalah misi utama pjp ii dan repelita vi. pemberdayaan masyarakat, khususnya yang kecil, lemah dan miskin, renovasi sistem menuju… (engkos achmad kuncoro) 93 merupakan agenda utama kebijaksanaan dan strategi pembangunan. nasional. upaya itu mencakup tiga bidang, yaitu (1) menciptakan suasana atau iklim yang memungkinkan masyarakat berkembang; (2) memperkuat potensi ekonomi yang dimiliki masyarakat itu; (3) melindungi kelompok ekonomi rakyat yang masih lemah untuk mencegah terjadinya persaingan yang tidak seimbang serta mencegah eksploitasi yang kuat atas yang lemah. masalah paradigma pembangunan baru itu seperti telah disebut di atas, mendapat sorotan sebuah seminar di csis jakarta 13 agustus 1996 dan di lipi 8 oktober 1996. meskipun tema seminarnya "mencari paradigma baru pembangunan" namun sebagian besar pembicara rupanya tidak berpendapat diperlukannya paradigma baru tersebut. masalah ekonomi yang dihadapi indonesia menurut mereka lebih banyak terletak pada melencengnya pelaksanaan kebijakan dari yang seharusnya. ada yang mengistilahkannya sebagai sekedar keperluan untuk "back to basic", kembali pada pelaksanaan yang pokok yang memang perlu dilaksanakan. ada pembicara lain yang tanpa kualifikasi menyatakan. "serahkan saja kepada kekuatan pasar, pasti segalanya akan beres”. akan tetapi, apabila pernyataan yang demikian diartikan sebagai sama sekali tidak menghendaki adanya campur tangan pemerintah dalam perekonomian, terutama yang berbentuk peraturan (regulasi), tentunya pendapat yang demikian bertabrakan langsung dengan pendapat perlunya campur tangan pemerintah yang justru lebih besar lagi dalam mencapai sebesar-besar kemakmuran rakyat. hal tersebut sebagaimana diamanatkan penjelasan pasal 33 uud 1945 bahwa cabang produksi yang penting bagi negara dan yang menguasai hidup orang banyak yang dikuasai oleh negara. kalau tidak, tampuk produksi jatuh ke tangan orang seorang yang berkuasa dan rakyat yang banyak ditindasinya. harus diakui bahwa sesungguhnya kekuatan pasar sudah dibebaskan, terutama sejak deregulasi juni 1983 dan melalui pakto 88. hanya saja ternyata bahwa kekuatan pasar yang sudah dibebaskan sekalipun tidak selalu dapat bekerja secara bebas karena berbagai hambatan. misalnya, sementara sektor moneter, perbankan dan perdagangan, dan lalu lintas devisa dibebaskan, tetapi proteksi terhadap industri substitusi impor tertentu tidak urung menciptakan kekuatan ekonomi monopoli atau oligopoli yang membangun benteng ekonomi proteksi yang tidak mudah ditembus. tidak mengherankan lagi bahwa proses liberalisasi perdagangan dan investasi yang kini semakin berkembang sejak tahun tahun 2003.(afta) dan yang akan dihadapi pada tahun 2020 (apec), sesungguhnya tanpa disadari sudah mulai berjalan sejak akhir tahun enam puluhan dan awal tahun tujuh puluhan, dengan akibat munculnya ketimpangan ekonomi dan kesenjangan sosial yang tajam. konsep ekonomi rakyat sebenarnya sudah jelas, paling tidak dipertegas dalam gbhn 1993, dalam gbhn 1998 sosok ekonomi rakyat malah secara eksplisit disebutkan koperasi usaha kecil menengah, seperti disebutkan bahwa: “...politik ekonomi yang lebih memberikan kesempatan, dukungan, dan pengembangan ekonomi rakyat yang mencakup koperasi, usaha kecil, dan menengah sebagai pilar utama pembangunan ekonomi.” journal the winners, vol. 5 no. 2, september 2004: 90-107 94 timbul tenggelamnya keinginan untuk serius membangun ekonomi rakyat juga datang dari para pengambil kebijakan ekonomi yang terlalu diilhami oleh teori ekonomi barat neo-klasik yang tidak cocok di terapkan pada kondisi bangsa indonesia. proses konglomerasi ekonomi yang semakin menjadi sejak 1987/1988 merupakan bukti penerapan model ekonomi pertumbuhan barat dan meminggirkan pelaku ekonomi rakyat yang nyata-nyata merupakan tulang punggung ekonomi nasional. bahwa ekonomi rakyat kuat daya tahannya terbukti hingga saat ini sedangkan sebaliknya, perusahaan besar keropos dan merepotkan pemerintah telah dibuktikan oleh kasus pertamina 1975, kasus indocement 1985, ambruknya bank summa tahun 1992, dan yang paling tragis krisis moneter tahun 1997. konsep ekonomi rakyat tidak berarti anti perusahaan besar. mubyarto (1999) memberi ilustrasi tentang kaitan perusahaan besar dan ekonomi rakyat, yaitu dalam konteks ekonomi makro indonesia adalah konglomerat atau pengusaha besar swasta, tidak termasuk ekonomi rakyat. mereka (konglomerat) adalah pusat pertumbuhan yang melaju “super cepat” sehingga membentuk kelompok tersendiri. mereka adalah bagian sistem perekonomian nasional yang memegang peran kunci dalam pertumbuhan ekonomi, melalui pertumbuhan industri manufaktur dan perdagangan yang jelas sekali berbeda dari ekonomi rakyat miskin. mereka menjadi salah satu andalan pertumbuhan. akan tetapi, rakyat kecil adalah bagian dari sistem perekonomian nasional yang perlu diperhatikan untuk menjadi pusat pemerataan karena ketertinggalan mereka. konsep ekonomi rakyat memiliki landasan teori dan bukti empiris yang memadai. kehancuran ekonomi jerman setelah perang dunia ii kini bangkit kembali berkat penerapan sistem ekonomi pasar sosial (seps). sistem seps itu identik dengan sistem ekonomi pancasila yang dikembangkan kelompok intelektual universitas gadjah mada (ugm) dan telah dijabarkan dalam 7 butir paradigma baru reformasi ekonomi dalam gbhn 1998 sebagai berikut. 1. terciptanya ketahanan ekonomi nasional yang kokoh dan tangguh. 2. mengandung sikap dan tekad kemandirian dalam diri manusia, keluarga, dan masyarakat indonesia. 3. perekonomian nasional dikembangkan ke arah perekonomian yang berkeadilan. 4. demokrasi ekonomi diwujudkan untuk memperkukuh struktur usaha nasional. 5. koperasi adalah sokoguru perekonomian nasional, sebagai gerakan dan wadah kegiatan ekonomi rakyat; koperasi sebagai badan usaha ditujukan pada penguatan dan perluasan basis usaha. 6. kemitraan usaha yang dijiwai semangat kebersamaan dan kekeluargaan yang saling menguntungkan dan ditumbuhkembangkan. 7. usaha nasional dikembangkan sebagai usaha bersama berdasarkan asas kekeluargaan dalam pasar terkelola dan dikendalikan oleh keimanan dan ketakwaan terhadap tuhan yang maha esa serta nasionalisme yang tinggi. renovasi sistem menuju… (engkos achmad kuncoro) 95 reformasi ekonomi dengan 7 butir paradigma baru di atas menuntut perhatian penuh pada penerapan konsep ekonomi rakyat untuk menciptakan ketahanan ekonomi dan peningkatan efisiensi ekonomi nasional serta menciptakan keadilan ekonomi yang dapat memakmurkan rakyat. renovasi kelembagaan ekonomi petani untuk memperkuat jaringan ekonomi rakyat pedesaan usaha besar dan usaha kecil menengah (ukm) saling melengkapi kinerja usaha kecil dan menengah menunjukkan perannya dalam menopang kehidupan rakyat banyak dan mendukung proses pemulihan ekonomi indonesia pascakrisis. menurut bps 2004, besaran produk domestik bruto (pdb) diciptakan ukm tahun 2003 mencapai rp1.013,5 triliun atau 56,7 persen total pdb nasional. nilai pdb itu disumbangkan oleh usaha kecil sebesar 41,1 persen dan usaha menengah 15,6 persen. proporsinya meningkat dibandingkan dengan tahun 2000 sebesar 39,7 persen (usaha kecil) dan 14,8 persen (usaha menengah). pertumbuhan pdb ukm sejak tahun 2001 juga melebihi total pertumbuhan pdb nasional. selama tiga tahun tercatat pertumbuhan pdb ukm sebesar 3,8 persen (2001), 4,1 persen (2002), dan 4,6 persen (2003), dibandingkan dengan pdb nasional berturut-turut 3,45 persen, 3,69 persen, dan 4,1 persen. jumlah unit usaha ukm dalam tiga tahun terakhir juga meningkat 9,5 persen, dari 38,7 juta pada tahun 2000 menjadi 42,4 juta unit usaha pada tahun 2003. peningkatan jumlah unit usaha itu diikuti kenaikan jumlah tenaga kerja yang bertambah sebesar 12,2 persen atau 4,1 persen per tahun. jumlah tenaga kerja di sektor ukm tercatat 79 juta pekerja dan 70,3 juta diantaranya bekerja di sektor usaha kecil dan sisanya di usaha menengah, jumlahnya meningkat dibandingkan dengan tahun 2000, yaitu 70,4 juta pekerja. produktivitas tiap tenaga kerja tiap tahun pada kurun waktu sama pun menunjukkan peningkatan. untuk usaha kecil, produktivitas meningkat dari rp 8 juta per tenaga kerja menjadi rp 10,5 juta per tenaga kerja. sementara usaha menengah rp 24,7 juta per tenaga kerja menjadi 31,8 juta, dan usaha besar dari rp 1,5 miliar menjadi rp 1,8 miliar. rata-rata investasi yang diserap ukm hanya 41,6 persen dari total investasi. hal itu menunjukkan ukm bukanlah usaha yang bersifat padat modal, dengan rata-rata investasi rp 1,5 juta per usaha per tahun untuk usaha kecil dan rp 1,3 miliar per usaha per tahun untuk usaha menengah. nilainya sangat kecil dibandingkan rp 91,4 miliar untuk tiap unit usaha besar per tahun. berdasarkan data paling akhir tersebut dapat dikatakan bahwa usaha kecil, menengah (ekonomi rakyat), dan usaha besar (konglomerat) memiliki keunggulan masing-masing yang tidak dapat saling menggantikan tetapi justru saling melengkapi. kelompok usaha besar menjadi motor pertumbuhan dan usaha kecil menengah berperan menyeimbangkan pemerataan dan penyerapan tenaga kerja. penegasan itu diperlukan agar tidak berkonotasi membangun ekonomi rakyat adalah anti usaha besar. journal the winners, vol. 5 no. 2, september 2004: 90-107 96 renovasi ekonomi rakyat sektor pertanian ekonomi rakyat sektor usaha pertanian merupakan bagian terbesar dari jumlah unit usaha kecil yang selama ini hidup miskin pas-pasan sebagai akibat diperlakukan tidak adil secara sosial-ekonomi. petani hanya dijadikan “buruh industri revolusi hijau”, menghasilkan pangan murah untuk mensubsidi industri manufaktur. setelah industri berkembang, nilai tukar produk pertanian rendah petani tetap miskin, tidak menikmati hasil pertumbuhan ekonomi. tabel 1, data dari menegkop & ukm menunjukkan bahwa selama periode 19972001 jumlah unit usaha dari semua skala mengalami peningkatan sebesar 430.404 unit dari 39.767.207 unit pada tahun 1997 menjadi 40.197.611 unit pada tahun 2001. secara parsial, kelompok unit usaha yang paling banyak adalah usaha kecil (uk) yang jumlahnya pada tahun 1997 sebesar 39.704.661 unit, pada tahun 2001 mencapai 40.137.773 unit. saat krisis ekonomi mencapai klimaksnya pada tahun 1998, usaha semua kategori mengalami pertumbuhan negatif yang jumlah unit uk sendiri berkurang hampir 3 juta unit atau pertumbuhan sekitar -7,4%. usaha menengah (um) dan usaha besar (ub) mengalami pertumbuhan negatif lebih besar, yakni masing-masing 14,2% dan 12,7%. perbedaan itu memberi kesan bahwa um dan ub mengalami efek negatif lebih besar dibandingkan uk dari krisis ekonomi. tabel 1 jumlah usaha kecil, menengah, dan besar, tahun 1997-2001 (unit) variabel 1997 1998 1999* 2000** 2001*** σ uk 39.704.661 36.761.689 37.859.509 39.121.350 40.137.773 σ um 60.449 51.889 52.214 55.437 57.743 σ ub 2.097 1.831 1.885 2.005 2.095 total 39.767.207 36.815.409 37.913.608 39.178.792 40.197.611 sumber: menegkop & ukm (2002) keterangan: * angka sementara; **angka sangat sementara; ***angka proyeksi selanjutnya, tabel 2 menunjukkan bahwa jumlah unit uk bervariasi menurut sektor ekonomi dan sebagian besar terkonsentrasi di sektor pertanian, peternakan, kehutanan, dan perikanan yang pada tahun 1997 berjumlah 22.511.588 unit dan pada tahun 1998 pada saat krisis ekonomi mencapai titik terparah, jumlahnya meningkat menjadi 23.097.871 unit atau tumbuh 2,6% (dibandingkan um yang tumbuh 1,2%). walaupun tidak ada. studi empiris yang dapat mendukung, dapat diduga (hipotesis) bahwa kenaikan jumlah unit uk tersebut erat kaitannya dengan “boom” yang dialami oleh beberapa subsektor pertanian, khususnya perkebunan sebagai efek “positif” dari depresiasi nilai tukar rupiah terhadap dolar as. hal itu berbeda dengan apa yang dialami oleh uk di sektor industri pengolahan selama krisis dan jumlah uk mengalami penurunan dari 2.817.379 unit pada tahun 1997 menjadi 2.104.856 unit pada tahun 1998. dengan jumlah 22,5 juta unit lebih, uk mewakili sekitar 56,61% (dibandingkan misalnya renovasi sistem menuju… (engkos achmad kuncoro) 97 um hanya 0,004 %) dari total unit usaha dari semua kategori (uk+ um+ub) di sektor pertanian. pada tahun 1998, pangsanya naik menjadi 62,74% sedangkan di sektor industri pengolahan mengalami penurunan menjadi 5,72% dari 7,09% pada tahun 1997. data sementara untuk tahun 1999 dan tahun 2000 dan data proyeksi untuk tahun 2001 menunjukkan bahwa sejak tahun 1999 jumlah unit uk secara relatif di sektor pertanian terus menurun, dengan pertumbuhan selama periode 1998-2001 sekitar 0,9%. tabel 2 jumlah usaha kecil menurut sektor, tahun 1997-2001 (unit) sektor 1997 1998 1999* 2000** 2001*** 1. pertanian peternakan, kehutanan, dan perikanan 22.511.588 23.097.871 23.174.579 23.516.865 23.756.018 2. pertambangan dan penggalian 204.413 137.284 132.617 134.748 140.567 3. industri pengolahan 2.817.379 2.104.856 2.526.163 2.713.857 2.874.383 4. listrik, gas, dan air bersih 13.434 7.319 4.492 4.835 5.174 5. bangunan 199.253 122.945 102.332 110.183 111.539 6. perdagangan, hotel, dan restoran 9.986.510 8.325.351 8.688.215 9.212.900 9.673.872 7. pengangkutan dan komunikasi 1.852.401 1.507.629 1.707.762 1.867.288 1.995.727 8. keuangan, persewaan, dan jasa 71.334 18.519 24.143 25.423 26.171 9. jasa-jasa 2.048.349 1.439.915 1.499.206 1.535.251 1.554.322 jumlah 39.704.661 36.761.689 37.859.509 39.121.350 40.137.773 sumber: menegkop & ukm (2002) keterangan: * angka sementara; **angka sangat sementara; ***angka proyeksi distribusi jumlah unit usaha menurut skala usaha dan sektor ekonomi menunjukkan bahwa, di satu pihak, uk memiliki keunggulan atas um dan ub di sektor pertanian. di pihak lain, uk di indonesia pada umumnya masih dari kategori uk ‘tradisional’. hal itu sangat berbeda jika dibandingkan dengan uk di negara industri maju di asia seperti korea selatan, jepang, dan taiwan yang sangat unggul dalam produksi barang industri dengan bobot teknologi menengah dan tinggi, baik barang jadi maupun setengah jadi, seperti komponen mesin, otomotif, dan alat elektronika. usaha kecil sektor pertanian di pedesaan bersifat tradisional, skala usaha kecil, terpencar, tidak efisien, dan tidak memiliki kelembagaan ekonomi yang mandiri. hal itu merupakan buah politik ekonomi yang tidak serius menggarap sektor kehidupan rakyat banyak. kelembagaan ekonomi petani yang dibentuk tidak dilakukan melalui proses sosial ekonomi (swasta besar) dan politik (kebijakan ekonomi pemerintah. lemahnya kelembagaan ekonomi petani karena penggunaan strategi pengembangan sebagai berikut. 1. tujuan pembentukan kelembagaan terbatas pada peningkatan produksi dengan penerapan teknologi produksi untuk jangka pendek dan belum berorientasi pada peningkatan pendapatan petani melalui peningkatan nilai tambah secara berkelanjutan. journal the winners, vol. 5 no. 2, september 2004: 90-107 98 2. kelembagaan yang dibentuk lebih untuk tujuan distribusi bantuan dan memudahkan tugas kontrol pelaksana program, bukan untuk memberdayakan masyarakat. 3. pengembangan kelembagaan petani cenderung melalui budaya material/teknologi atau perubahan materialistik (produksi, pendapatan) dan mengabaikan budaya nonmaterial (perubahan norma, tata nilai) yang jauh lebih sulit. padahal, teknologi hanya “entry point” untuk membangun kelembagaan. 4. pembinaan kelembagaan selalu menggunakan jalur struktural birokrat yang bias oleh budaya proyek. 5. kelembagaan vertikal, yaitu pasar (swasta besar) dan politik (kebijakan ekonomi) tidak dibangun untuk mendukung kelembagaan petani, malah sebaliknya melemahkan. untuk meningkatkan kesejahteraan petani, perlu kemauan politik ekonomi yang ditujukan untuk menata kelembagaan ekonomi petani. penataan yang dimaksud adalah cara mentransfomasi jaringan ekonomi rakyat pedesaan yang terintegrasi dengan usaha besar dan dukungan politik (kebijakan ekonomi pemerintah). konsep transformasi kelembagaan tradisional (sektor pertanian rakyat) untuk memperkuat jaringan ekonomi kerakyatan di pedesaan pernah diajukan oleh kelompok peneliti litbang pertanian (saptana dkk., 2003). transformasi kelembagaan lokal esman dan uphoff (1984) dan uphoff (1992) dalam saptana dkk. (2003) menglasifikasikan kelembagaan lokal dalam enam kategori sebagai berikut. 1. administrasi lokal (local administration/la) yang terdiri dari agen lokal (local agencies) dan staf pemerintah pusat yang ada di daerah (staff of central government minintries) yang bertanggungjawab kepada birokrat di pusat. 2. pemerintah lokal (local government/lg) yang merupakan kelembagaan politik yang mempunyai wewenang dalam pelaksanaan pembangunan dan bertugas mengeluarkan peraturan serta bertanggung jawab kepada pemerintah daerah. 3. organisasi yang beranggotakan komunitas masyarakat (membership organization/mos) merupakan asosiasi lokal yang bertujuan untuk menolong diri sendiri. 4. kerja sama usaha (cooperative), semacam organisasi lokal yang mempunyai anggota dalam rangka pengelolaan sumber daya ekonomi untuk tujuan memperoleh keuntungan, seperti asosiasi pemasaran, gabungan kredit, masyarakat konsumen, atau kerja sama usaha diantara produsen. 5. organisasi pelayanan (service organizational/sos) merupakan organisasi lokal yang dibentuk dengan tujuan utama untuk membantu anggota yang dapat memberikan manfaat. 6. bisnis swasta (private business/pbs) yang merupakan pelaku ekonomi yang mengoperasionalkan usahanya secara independen dan dapat bergerak pada produksi primer, industri pengolahan, pedagang, atau usaha jasa pelayanan. renovasi sistem menuju… (engkos achmad kuncoro) 99 pengembangan ekonomi kerakyatan hanya dapat dilakukan dengan mempertimbangkan konfigurasi keenam bentuk kelembagaan tersebut yang pada hakikatnya terdiri dari tiga bentuk kelembagaan pokok dalam masyarakat, yaitu komunitas, negara, dan pasar. pilihan strategi pengembangan perekonomian rakyat di pedesaan dapat ditempuh antara lain dengan (1) pengembangan kelembagaan lokal pendukung perekonomian rakyat di pedesaan; (2) pengembangan pertanian rakyat dengan kebudayaan industrial; (3) pengembangan agroindustri berbasis bahan baku setempat; (4) pengembangan teknologi tepat guna dan bersifat spesifik lokasi. terdapat tiga pilar utama kelembagaan sebagai pendukung kehidupan masyarakat di pedesaan, yaitu kelembagaan yang hidup dan telah diterima oleh komunitas lokal atau tradisional (voluntary sector), kelembagaan pasar (private sector), dan kelembagaan politik dalam pengambilan keputusan ditingkat publik (public sector). kelembagaan komunitas lokal-tradisional perlu ditansformasikan ke arah kelembagaan komunitas lokal yang maju dan responsif terhadap perubahan. perubahan tersebut dapat berupa perubahan teknologi (tradisional modern), sektoral (pertanian-industri), maupun tata nilai yang hidup dalam masyarakat (budaya pertanian tradisional-pertanian-industrial). kelembagaan pasar atau private yang dapat menciptakan pelaku ekonomi rakyat yang punya jiwa kewirausahaan tinggi, ulet tidak mengenal lelah, dan dinamis dalam mengikuti perubahan dinamika pasar. sementara itu, kelembagaan pemerintah lokal atau kelembagaan politik dalam sistem pengambilan keputusan haruslah dapat diarahkan pada kelembagaan politik di tingkat lokal yang andal. dengan demikian, diharapkan masyarakat lokal dapat akses terhadap sistem pengambilan keputusan di tingkat kabupaten-kota sebagai unit otonomi yang lebih tinggi. pada gilirannya, masyarakat lokal di pedesaan mempunyai akses dan kontrol terhadap pengelolaan sumber daya di wilayahnya sehingga pemanfaatan dan pemeliharaannya dapat lebih optimal sesuai jiwa desentralisasi pembangunan. kerangka konsep yang diuraikan itu dapat dilihat pada gambar 1 berikut. journal the winners, vol. 5 no. 2, september 2004: 90-107 100 sumber: saptana dkk., 2003 gambar 1 kelembagaan lokal dalam rangka memperkuat jaringan ekonomi kerangka konsep kerakyatan di pedesaan sebagian besar kegiatan fisik pertanian hingga saat ini masih berada di pedesaan. dipandang dari aspek kelembagaan, transformasi pertanian identik dengan proses modernisasi dan pembangunan masyarakat pertanian di pedesaan. dalam pembangunan tadi, pemberdayaan aspek kelembagaan tradisional harus dipandang sebagai faktor penggerak dan sekaligus akselaralor utamanya. jika transformasi kelembagaan tradisional gagal dilakukan, peningkatan daya saing dan keberlanjutan perekonomian pedesaan akan menemui jalan buntu. secara sederhana, kerangka transformasi kelembagaan tradisional pada masyarakat pertanian di pedesaan dapat diperlihatkan pada gambar 2 berikut. sumber: saptana dkk., 2003 gambar 2 arah transformasi kelembagaan tradisional sebagai respons terhadap tuntutan hidup yang lebih baik dan globalisasi pasar terlihat dalam gambar 2 pengertian yang khusus, transformasi kelembagaan tradisional pada masyarakat pertanian di pedesaan merupakan respons dan antisipasi terhadap tuntutan kemajuan (untuk hidup lebih baik) dan mempunyai kesiapan yang tinggi dalam memasuki globalisasi pasar. dengan demikian, proses transformasi kelembagaan harus digerakkan sedemikian rupa sehingga proses itudapat menjadi gejala renovasi sistem menuju… (engkos achmad kuncoro) 101 alamiah dan proses aktif sistem masyarakat yang berada di belakang kegiatan pertanian di pedesaan. dari gambar 2 bahwa proses transformasi budaya usaha pertanian dicirikan oleh perubahan yang mencakup aspek kaitan pasar dan orientasi ekonomi, jenis teknologi, mutu tenaga kerja, dan sumber energi yang digunakan, sumber kapital, mutu manajemen, dan spirit usaha yang menggerakannya dan bentuk keorganisasian (kemitraan) usaha, pelayanan usaha, dan lainnya. arah transformasi itu tidak dapat terbentuk dengan sendirinya atau diserahkan pada mekanisme pasar. jika diserahkan ke pasar maka akan terjadi seperti kondisi saat itu. pengembangan daya saing usaha pertanian kegiatan usaha tani merupakan pembangkit dalam pengembangan perekonomian (usaha pertanian) atau yang berbasis sumber daya pertanian. tanpa ada usaha tani yang kuat dan efisien, mustahil akan dapat dibangun suatu sistem usaha pertanian atau proses peningkatan nilai tambah sumber daya pertanian yang kuat. teknologi yang digunakan untuk itu tidak hanya mencakup bidang usaha tani, misalnya pola tanam dan pemberian input fisik (seperti pupuk, bibit, dan obat-obatan pertanian) namun mencakup juga teknologi untuk kegiatan pengolahan (misalnya, teknik mengolah dengan mesin yang efisien dan berstandar mutu tinggi) dan distribusi (misalnya, pengemasan dan pengangkutan). gambar 3 berikut mengilustrasikan paradigma pengembangan dayasaing usaha pertanian dengan memperhitungkan kelembagaan pedesaan setempat. budaya material * ilmu pengetahuan & teknologi * kapital * input fisik; bibit, pakan dll * prasarana fisik sosial, ekonomi, politik & budaya sumber daya alam & ekosistem budaya non-material kelembagaan # kompetensi sdm # manajemen # organisasi # tata nilai kerja # kepemimpinan # sistem moral & hukum # sistem penyelenggaraan pemerintahan kelembagaan proses produksi usaha budidaya & pertanian usaha non-budidaya & non-pertanian # industri pengolahan hasil pertanian # di t ib i proses peningkatan nilai tambah lainnya daya saing produk pertanian yang tinggi # volume, muta & harga # keteraturan ketersediaan # kesesuaian dgn persepsi # selera konsumen # didukung respon thd tuntutan hidup yg lebih baik pasar global & domestik journal the winners, vol. 5 no. 2, september 2004: 90-107 102 sumber: saptana. dkk., 2003 gambar 3 paradigma pengembangan daya saing usaha pertanian (produk pertanian) dengan memperhitungkan kelembagaan pedesaan setempat gambar 3 memperlihatkan bahwa teknologi tidak dapat dipisahkan dari kerangka kerja sistem pertanian yang dikembangkan di pedesaan. jenis teknologi yang tujuannya sekedar untuk menghasilkan produk pertanian bernilai tambah seadanya atau untuk pertanian subsitem berbeda dengan jenis teknologi untuk menghasilkan produk pertanian yang bernilai tambah tinggi dalam skala desa. pengertian teknologi dapat bersifat sederhana (parsial) dan dapat pula bersifat kompleks. teknologi pemupukan tanaman pangan, misalnya dapat dipandang sebagai sistem teknologi sederhana dan parsial. namun (sistem) teknologi untuk menghasilkan produk pertanian akhir yang bernilai tambah tinggi merupakan sistem teknologi yang bersifat kompleks dan komprehensif. sistem teknologi yang kompleks umumnya terkait dengan sistem kelembagaan yang mendukungnya. dari sudut pandang transformasi perekonomian pertanian, pengertian teknologi untuk usaha tani harus didudukan pada sistem teknologi yang bersifat kompleks. dalam arti, untuk tujuan menghasilkan produk pertanian yang berdaya saing tinggi di pasaran dan berdampak positif terhadap perekonomian masyarakat pedesaan setempat (bukan hanya untuk menghasilkan bahan mentah, misalnya gabah kering giling yang belum stabil dan bernilai tambah rendah). elemen kelembagaan yang perlu ditransformasikan kondisi sumber daya dan ekosistem pertanian di indonesia relatif beragam, d membutuhkan variasi jenis teknologi untuk menanganinya. penyediaan teknologi (usaha tani) secara fisik dan luar, terutama yang diperkenalkan secara top-down (oleh pemerintah), belum menjaminkan dapat diterima oleh sistem sosial setempat. di lapangan, banyak ditemukan bahwa pengembangan teknologi yang berasal dari luar yang rencana idealnya dijadikan "kunci pembuka" percepatan usaha pertanian setempat, justru menjadi pengganjal transformasi kelembagaan tradisional setempat. elemen kelembagaan (tradisional) yang berperan dalam percepatan transformasi usaha pertanian paling tidak mencakup lima hal, yaitu keorganisasian atau kelembagaan usaha pertanian, kepemimpinan sumberdaya manusia (sdm), tata nilai, dan struktur sosial. mempercepat transformasi usaha pertanian berarti memperbaiki atau meningkat kinerja kelima elemen kelembagaan tersebut, terutama yang diarahan untuk mendukung proses pemberdayaan ekonomi kerakyatan di pedesaan. gambar 4 berikut menunjukkan hubungan antara kelembagaan (tradisional) dan proses peningkatan nilai melalui transformasi kelembagaan pedesaan setempat. di samping setiap elemen kelembagaan memerlukan perhatian khusus namun hal yang tidak kalah pentingnya adalah bagaimana mengintegrasikan dan mensejajarkan proses transformasi yang terjadi pada kelembagaan pemerintah, komunal, dan ekonomi pasar di pedesaan. masih terlihat secara kasat mata, bahwa kelemahan transformasi perekonomian masyarakat pedesaan hingga saat ini terletak pada kelembagaan politik atau pemerintah dan kelembagaan komunal. jika renovasi sistem menuju… (engkos achmad kuncoro) 103 keduanya dibuat prioritas, pada kelembagaan politik dan pemerintahan penting dilakukan transformasi. sumber: saptana dkk., 2003 gambar 4 hubungan antar kelembagaan tradisional dan proses peningkatan nilai tambah sumber daya pertanian dan non pertanian melalui transformasi kelembagaan tradisional di pedesaan faktor pendorong kinerja kelembagaan usaha pertanian di pedesaan kinerja aspek keorganisasian dan kelembagaan kemitraan usaha pertanian yang dinilai sehat, dalam arti memiliki daya saing tinggi, seperti diperlihatkan oleh gambar 5. jika kinerja kelembagaan usaha pertanian dapat dikembangkan secara sehat, hal itu akan memberi peluang bahwa proses transformasi kelembagaan untuk pengembangan perekonomian pedesaan akan berlangsung relatif cepat. journal the winners, vol. 5 no. 2, september 2004: 90-107 104 sumber: saptana dkk, 2003 gambar 5 kinerja kelembagaan (keorganisasian) kemitraan usaha pertanian yang didukung oleh faktor konsolidasi dan integrasi antarcabang usaha pertanian, penyehatan iklim usaha, dan interdependensi antarpelaku usahapertanian di pedesaan faktor pendorong kinerja kelembagaan usaha pertanian di pedesaan kinerja kelembagaan usaha pertanian ditentukan paling tidak oleh empat faktor sebagai berikut. 1. adanya konsolidasi antarcabang usaha pertanian sehingga kegiatan usaha pertanian tidak tersekat-sekat. selama ini, sekat tersebut sangat kentara dan menjadi salah satu sumber inefisiensi yang serius. memecahkan masalah inefisiensi tersebut tidak dapat diserahkan begitu saja pada mekanisme kelembagaan ekonomi pasar karena kondisi renovasi sistem menuju… (engkos achmad kuncoro) 105 tersebut dalam jangka pendek menguntungkan para pemilik kapital besar atau pengendali sistem usaha pertanian. idealnya, kelembagaan komunal dijadikan instrumen untuk mengubah tatanan kelembagaan pasar yang tidak sehat tersebut. contoh kelembagaan komunal terdapat di bali dan disebut lembaga banjar. kelembagaan komunal sekuat lembaga banjar di bali pun hingga saat ini belum mampu memecahkan masalah tersebut. oleh sebab itu, kelembagaan pemerintah atau politik harus diberdayakan untuk bersama-sama dengan kelembagaan komunal menyusun kembali tatanan ekonomi masyarakat pedesaan yang lebih sehat, adil, dan berkelanjutan. 2. konsolidasi antarcabang usaha pertanian relatif sehat, hal itu akan membuka peluang terjadinya pengintegrasian antarcabang usaha pertanian yang sehat pula. dari pengamatan di lapangan hingga dewasa ini, tingkat integrasi antarcabang usaha pertanian relatif masih lemah. kekuatan integrasi, biasanya dipusatkan pada integrasi horizontal ditingkat usaha tani telah kuat maka (otomatis) kuat pula integrasi vertikalnya, hal itu dinilai sangat tidak realistis. banyak kasus di lapangan menunjukkan bahwa lemahnya integrasi vertikal dapat menjadi sumber kemandegan dan kemacetan proses adopsi dan difusi teknologi di tingkat usaha tani. bahkan sering dijumpai, faktor kuatnya integrasi antarcabang usaha pertanian secara vertikal dapat menjadi “obat mujarab” bagi percepatan adopsi dan difusi teknologi di tingkat usaha tani. 3. independensi antarpelaku usaha pertanian yang asimetris secara ekstrim menjadikan sistem usaha pertanian kurang tahan terhadap tekanan dan goncangan persaingan yang ketat. independensi yang asimetris itu umumnya ditunjukkan oleh adanya konsentrasi penguasaan kapital pada salah satu atau keseluruhan cabang usaha pertanian. gejala yang muncul akibat independensi yang asimetris tersebut adalah adanya eksploitasi yang berlebihan antargolongan pelaku usaha pertanian “kuat” dengan golongan usaha pertanian “lemah”. si kuat “memeras” si lemah kemudian (karena tidak efisien) sistem usaha pertanian sulit berkembang; walau dalam jangka pendek si kuat telah dapat memperoleh keuntungan berlebihan dari praktik eksploitasi sebelumnya. 4. iklim usaha harus dikembangkan sedemikian rupa oleh pemerintah pusat, daerah, dan desa sehingga membuka peluang besar bagi terselenggaranya sistem perekonomian yang sehat. tampak bahwa penyehatan sistem usaha di pedesaan harus dibebankan pada kelembagaan politik dan pemerintahan. journal the winners, vol. 5 no. 2, september 2004: 90-107 106 penutup simpulan 1. krisis ekonomi di indonesia merupakan akibat dari kebijakan ekonomi terlalu memihak pada pertumbuhan ekonomi yang mengandalkan usaha besar (konglomerat) dan mengabaikan ekonomi rakyat dalam sistem ekonomi kapitalistik. keinginan untuk melakukan reformasi ekonomi seperti yang tertuang dalam gbhn 1998 merupakan bukti adanya kesadaran akan kekeliruan mengabaikan ekonomi rakyat. namun demikian, pemerintahan era reformasi, baik dalam tatanan kebijakan ekonomi makro maupun pengembangan sektor riil, belum mampu mewujudkannya. 2. konsep maupun fakta empiris menunjukkan bahwa usaha besar (konglomerat) dan usaha kecil menengah (ekonomi rakyat) bersifat saling melengkapi. kelompok usaha besar merupakan motor pertumbuhan dan ekonomi rakyat yang berperan menyeimbangkan pemerataan dan penyerapan tenaga kerja. 3. ekonomi rakyat sektor pertanian (petani) merupakan bagian terbesar dari jumlah unit usaha kecil yang selama ini telah mengalami proses pemiskinan sistematis. hal itu menunjukkan bahwa negara telah gagal (state failure) melindungi mayoritas warganya yang hidup dalam kesengsaraan. saran 1. pemerintah era reformasi (1998-2004) belum sepenuh hati melakukan reformasi ekonomi sebagaimana diamanatkan gbhn 1998. tujuh butir paradigma baru reformasi ekonomi sebagaimana tertuang dalam gbhn 1998 harus dijadikan acuan oleh pemerintah baru nanti untuk merenovasi sistem ekonomi menuju ekonomi rakyat yang berkeadilan. 2. pelaku ekonomi rakyat sektor pertanian (petani) merupakan bagian terbesar dari rakyat yang mengalami proses pemiskinan sistematis. oleh karena itu, perlu mendapat prioritas upaya penyelamatan secara sistematis pula. untuk itu, pemerintahan baru di bawah presiden terpilih nanti perlu melakukan penataan kelembagaan ekonomi petani menjadi bagian dari jaringan ekonomi rakyat pedesaan yang terintegrasi dengan usaha besar (konglomerat) dan didukung kebijakan politik ekonomi makro yang kondusif. renovasi sistem menuju… (engkos achmad kuncoro) 107 daftar pustaka badan pusat statistik. 2001. survei usaha terintegrasi 2000, profil usaha kecil dan menengah tidak berbadan hukum tahun 2000. jakarta: badan pusat statistik. indonesia small business research center. 2003. usaha kecil indonesia tinjauan tahun 2002 dan prospek tahun 2003. isbrc – pupuk. menegkop dan ukm. 2001. statistik pengusaha kecil dan menengah tahun 2001. jakarta: kantor menteri negara usaha koperasi dan ukm. mubyarto. 1999. reformasi sistem ekonomi dari kapitalisme menuju ekonomi kerakyatan. aditya media. ________. 2002. ekonomi pancasila. landasan pikir dan misi pendirian pusat studi ekonomi pancasila universitas gajah mada. jogyakarta: bpfe. saptana, syahyuti dan tri pranaji. 2003. transformasi kelembagaan tradisional untuk memperkuat jaringan ekonomi kerakyatan di pedesaan. bogor: psep badan penelitian dan pengembangan pertanian departemen pertanian. economic, business, management, and information system journal volume 6, nomor 1, maret 2005 issn: 1412 1212 pelindung envermy vem, m.sc. once kurniawan, s.kom., m.m. ir. bahtiar s. abbas, m.sc., ph.d. redaktur utama prof. dr. gerardus polla, m.app.sc. dewan redaksi antonius herusetya s.e., m.m., ak. parulian sihotang, ak., m.acc., ph.d. ir. harjanto prabowo, m.m. e.a. kuncoro, s.e., m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) dr. suroso isnandar, m.sc. (university of abertay, united kingdom) marien van den boom, ph.d. (inholland university, the netherlands) editor dra. endang ernawati, m.lib. titik rahayu s., s.s. david andriansyah, s.hum. lila ratna ekasari, s.hum. sekretariat hery h.m., s.kom. harkat christian zamasi holil alamat sekretariat subcenter publikasi ilmiah bidang ekonomi, center of research and publication, universitas bina nusantara jl. kebon jeruk raya no. 27, kemanggisan, jakarta barat 11530 telp. (021) 5345830, 5350660 ext. 1706 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subcenter publikasi ilmiah bidang ekonomi universitas bina nusantara economic, business, management, and information system journal volume 6, nomor 1, maret 2005 issn: 1412 1212 daftar isi kata pengantar................................................................................................................... v tomy g. soemapraja analisis kinerja kontrak berjangka komoditi pada tokyo grain exchange – jepang (commodity futures performance analysis on tokyo grain exchange – japan)................ 1-22 a. cahyadi internet marketing: solusi bagi pengusaha bermodal kecil (internet marketing: a solution for small scale enterprenuer).............................................. 23-32 budi cahyono; bagus sumargo mengartikulasikan tabel input-output dan kerangka analisisnya (articulating input output table and its analysis framework).............................................. 33-50 donny b.u. strategi komunikasi menjual telepon selular (communication strategy to sell cellular phones).................................................................. 51-58 viany utami tjhin; hudiarto; intan puspita mengukur manfaat ekonomis sistem aplikasi monitoring atm dengan metode information economics: studi kasus pt bank xyz tbk. (measuring economic value of atm monitoring application system using information economics method: a case study on xyz bank company)................... 5973 sandra sunanto membangun keunggulan bersaing di era new value economy (building competitive advantage in new value economy)................................................... 74-82 idi setyo utomo suatu tinjauan tentang tenaga kerja buruh di indonesia (a review on labor in indonesia)................................................................................................. 83-93 microsoft word 02_telkom wiraniaswasty -a2t business model innovation …… (wirania swasty) 85  business model innovation for small medium enterprises wirania swasty visual communication design, school of creative industries, telkom university jl. telekomunikasi no. 1 terusan buah batu– bandung, indonesia wirania@tcis.telkomuniversity.ac.id abstract indonesian economy through small medium enterprises (smes) is expected to absorb labor and contribute to the growth of gross domestic product. however, smes lack both managerial and technical skills. this research is about business model innovation for smes especially in fashion and garment industry.study used qualitative approach by mentoring four selected smes in babakan penghulu village– cinambo subdistrict, eastern bandung. the tools used to analyze them including pest analysis, porter’s five forces, resource based view, value chain analysis and business model canvas. finding suggests smes to have business model innovation derived from value proposition. smes should build their own brand awareness. moreover, as garment and fashion industry, design can be a particularly important part of the value proposition. smes could communicate its value propositions and inform their service through its official websites and other social media. since the intangible resources include brand and design, thus smes should build brand image and innovate year by year. smes must hire designers and launch a series of new products offers under the signature of their own brands.ideation to strengthen strategies derives from value proposition building block as a starting point. moreover, business model canvas makes strategy more focused and measurable. business model innovation is expected to increase overall performance of smes. keywords: sme, business model, business model innovation, creative industry, value proposition abstrak perekonomian indonesia melalui usaha kecil dan menengah (ukm) diharap mampu menyerap lapangan kerja dan berkontribusi terhadap kenaikan produk domestik bruto. namun ukm kurang dalam keahlian manajerial dan teknologikal. paper ini bertujuan untuk mengungkapkan inovasi model bisnis bagi ukm terutama industry busana dan garmen. studi menggunakan pendekatan kualitatif dengan melakukan pendampingan pada empat ukm di desa babakan penghulu– kecamatan cinambo, bandung. alat-alat yang digunakan untuk menganalisis hal tersebut termasuk analisis pest, porter’s five forces, pandangan berdasar sumber daya, analisis rantai nilai and kanvas model bisnis. business model canvas. penemuan menyarankan ukm memiliki inovasi model bisnis yang berasal dari proposisi nilai.ukm sebaiknya membangun kesadaran mereknya sendiri. terlebih lagi, sebagai industry garmen dan busana, desain dapat menjadi bagian penting dari proposisi nilai. ukm dapat mengomunikasikan proposisi nilainya dan menginformasikan layanan mereka melalui situs resmi dan media social lainnya. karena sumber daya tak terukur meliputi merek dan desain, maka ukm sebaiknya membangun citra merek dan berinovasi dari tahun ketahun. ukm harus mempekerjakan desainer dan meluncurkan produk baru di bawahmereksendiri. pengunkapan gagasan untuk menguatkan strategi muncul dari blok bangunan proposisi nilai sebagai titik permulaan. selain itu, kanvas model bisnis membuat strategi lebih focus dan terukur. inovasi bisnis model diharap mampu meningkatkan keseluruhan kinerja ukm. kata kunci: ukm, model bisnis, inovasi model bisnis, industri kreatif, proposisi nilai 86   journal the winners, vol. 16 no. 2, september 2015: 85-95 introduction creative economy is how people make money from ideas (howkins, 2001). data from kementerian pariwisata dan ekonomi kreatif ri (2014) pointed out that creative economy has absorbed more than 10% labor, has contributed 7% of gross domestic product and 6% of total export. in 2013, it was recorded 5.4 million enterprises engaged in the creative industries are mainly small and medium enterprises (smes). in order to achieve the prosperity and welfare as developed countries, it takes a high economic growth in the next five years. in 2019, the per capita income is expected to reach idr 72,4 million (us $ 6,037), an increase of 160% of income per capita in 2015, which estimated idr 45,2 million (us $ 3,766). to achieve this target, the indonesian economy is expected to grow over 6% per year (kementerian pariwisata dan ekonomi kreatif ri, 2014). this paper is based on case study of several smes in eastern bandung (babakan penghulu village). the four selected smes are expected to be the driver of local economyand estimated to be major icons of babakan penghulu village. their products are kids’ moslem apparel, bed sheets, pouches and bags as well as garment convection services. according to law no. 20: 2008 on micro, small and medium enterprises (smes): "productive efforts belong to individual persons and entities or which meet the criteria for micro-enterprises, has a net worth of idr 50,000,000,(fifty million rupiah) not including land and buildings; or have annual sales of idr 300.000.000,(three hundred million rupiah)." based on the law above, these firms are included in micro, small and medium enterprises (smes) because of turnover per month up to idr 30,000,000, (thirty million rupiah). however, smes lack both managerial and technical skills for their effectiveness (rahman and ramos 2010 in hossain, 2015). some common problems in smes are marketing, production and finance. the study was conducted through a fairly intensive mentoring. one mentoring is in marketing field such as branding, logo and packaging design. in fact, some smes have not had their own brand in sales. some smes want a logo design improvements. another important aspect is production. production is still done manually and lack of manpower. during this time, the number of weekly production, inventory taking, and total sales were never recorded by smes. these become problems because smes cannot calculate a total capacity of production and the balance between sales schemes and production. another major problem is that smes often faced financial problems both venture capital and financial bookkeeping. therefore, the problem formulation is how smes can overcome their lack of managerial and technical skills by business model innovation? this study is aimed to evaluate the business strategy implementation and recommend business model innovations for smes especially in fashion and garment industry. business model describes how a company does business (osterwalder et al, in carvalho and jonker, 2015). previous study found that most business have a diversity of activities in the business – a diversity of business models. these differences can often not be described rigorously by one core business model (lindgren, 2013). there are four important dimensions for smes which are interconnected: business plan, strategic planning business models, and entrepreneurship. an expanded business plan contains a strategic plan which consequently leads to a business model. these can be reflected the outcome of an entrepreneurial process (carvalho and jonker, 2015). an innovative business model can either create a new market or allow a company to create and exploit new opportunities in existing markets. business model innovation can occur in a number of ways (amit and zott, 2012): (1) by adding novel activities, for example, through forward or backward integration; we refer to this form of business model innovation as new activity system “content.” (2) by linking activities in novel ways; we refer to this business model innovation …… (wirania swasty) 87  form of business model innovation as new activity system “structure.” (3) by changing one or more parties that perform any of the activities; we refer to this form of business model innovation as new activity system “governance.” method this study contained several stages in conducting research. derived from the urgency of business model, this study was aimed to develop a business model innovation for smes in bandung especially in fashion and garment industry. the study was conducted in october to november 2014 by mentoring four selected smes in babakan penghulu village–cinambo sub-district, eastern bandung.as stated above, businesses issues explained about creative industries and its competitive advantage to formulate value-creating strategies. therefore, it started by analyzing general environment, including external environment and internal organization as an input. the tools used to analyze them including pest analysis, porter’s five forces, resource based view and value chain analysis. finally, business model canvas analysis was used as a tool and described more detail for smes’ new innovative strategies. as research methods, problem identification was the first step to obtain research objectives. then literature review was conducted by collecting theory and information related with the research from various sources such as text books, journals, reports and previous study as secondary data. this study used qualitative approach based on field observation, mentoring four smes as a case study and focus group discussion with the owners of smes. qualitative approach presented the data analysis that helped mapping the existing business model of smes. finally, the business model innovation was developed as recommendation which involve strategy implementation plan to improve performances of smes. results and discussion pest analysis political, economic, social, and technological (pest) factors that are included in macro environment factors are used to identify trends in external environment, which is challenging and complex. the firms have to adapt to the changes of its environment by changing their cultures, strategies, structures, and systems in order to be competitive. political factor deals with the effects of government policy, includes government stability, taxation policy, and government regulation (henry, 2011). government support for smes aimed to encourage the growth and competitiveness in industry. the sme programs are directed to increase the income and welfare of the stake holders. in this case, government is very powerful in determining regulations such as regulation of micro credit, labor, licensing, and product certification for smes. economy. data 2013 showed that in babakan penghulu village, there were 1,931 male residents and 2,672 female residents. the majority of population is in the productive age range. babakan penghulu village has the very high potential work force. the majority of the residents’ livelihood as laborers and factory workers. based on educationlevel, the majority residents are only elementary or secondary school level. babakan penghulu village has approximately 30% of poor households. poverty is due to the lack of jobs, odd jobs (freelance workers), as well as the low level of education level. poverty is also worsened by the number of uninhabitable houses. babakan penghulu 88   journal the winners, vol. 16 no. 2, september 2015: 85-95 village has a lot of smes range from handicraft (bags from recycled plastic packaging and wallets), sewing (bedspreads, nightgowns, women's clothing), snacks, laundry, and more. social. babakan penghulu village is chosen as the village to be developed its potential resource considering as follow: (1) residents face major problems related to land ownership. many of them rent a house with a very high cost of rent, or to be forced to work on the homeowner with the minimal salary. this problem has not been resolved until now and give a significant impact in economic, educational, and health. (2) babakan penghulu village is a new urban village that undergo expansion in 2007. because of it, this village still struggles with various problems. (3) the village has not received assistance ofjoint business group (kelompok usaha bersama/ kub) from the province. unlike cisaranten kidul village which received kubidr 160 million for 80 people (idr 2 million per person). (4) the residents seems to have community spirit and collective enthusiasm, so they fight together to improve their living standards. this is an important capital in relieving poverty. therefore, the spirit of togetherness and synergy are very important in starting new things such as start a business or improve an existing business. therefore, there will be many challenges and the temptation to give up. the spirit of togetherness and a sense of collective will help them through various challenges and obstacles. (5) there is an authoritative figure who is respected by the citizens in managingthe improvement of living standards, siti khadijah. it is important to keep the direction, vision, and sustainability of the community empowerment program. residents have a figure who is trusted, competent, and dedicated. technology. hitt, ireland, and hoskisson (2011) argued that technological changes affect many parts of societies, through new products, processes, and materials. both large and small firms should continuously scan the external environment to identify potential substitutes for technologies and newly emerging technologies to increase competitive advantage (tsai and wang, 2008; lavie, 2006). a technological change involves the practical implication of scientific in an industrial context. a good technical infrastructure (e.g. internet network, machinery) would lead to better sales and production, resulting in cost and time efficiency. technological factors affecting smes such as the rapidly e-commerce growth and the use of social media. moreover, in its business operations, it needs sophisticated machinery and adequate transportation system. smes should study this technological change to understand its competitive implications. porter’s five forces the model evaluates the five factors that determine industry competition, defined as porter’s five forces. porter (1985) argued that the five forces characterize industry structure and determine all firms’ profitability in the entire industry. thus, it reveals the important differences among industries. moreover, it helps companies find a unique position and how industries evolve. porter’s five forces framework can help organizations to ascertain the attractiveness or profit potential of their industry by analyzing the relative impact of each of the five forces on their industry structure (henry, 2011). the threat of entry will depend on the existence of barriers to entry and reaction of existing competitor (henry, 2011). the threat of new entrants is low. startups with large financial resources can enter the industry. the low brand awareness and low customer loyalty represent low barriers to entry. buyers, according to henry (2011), can affect an industry by forcing down prices, bargaining for higher quality or services, and playing competitors off against each other. the power of buyers has further increased. the switching cost is low. suppliers, according to henry (2011), can exert bargaining power over by raising prices or reducing the quality of purchased goods and services. the power of suppliers are low because there are numerous suppliers to garment industry with various alternatives for manufacturer. moreover, the switching cost is low. business model innovation …… (wirania swasty) 89  a substitute performs the same or a similar function as an industry’s product by a different means (porter, 2008). there are many substitutes for garment that meet similar needs to fashion. buyers have lots of choices and substitute among garment and fashion products easily and the switching cost to the substitute is low. rivalry among existing competitors takes many familiar forms, including price discounting, new product introductions, advertising campaigns, and service improvements (porter, 2008). rivalry among existing competitors is high since many garments and fashion firms offer competitive tariff, after sales service. rivalry has also intensified because fashion industry is now essentially a mature service. resource based view refer to hitt, et al. (2011), internal organization which involves resources, capabilities, and core competencies, are the foundation of competitive advantage that lead to strategic competitiveness. resource proposes that a firm has competitive advantages when it creates a successful strategy based on firm resources that cannot be duplicated by a current or potential competitor (gordon, lee and lucas, 2005). table 1 shows common tangible and intangible resources of smes. table 1 resource-based view types resources t a n g ib le financial resources  funding from personal organizational resources  there is no formal organizational structure physical resources  appearance of physical facilities, such as building & sewing machines, simple equipment. technological resources  minimum internet network in ta n g ib le human resources  family and friends, trusted innovation resources  still imitate reputational resources  there is no brand image capability refers to a corporation’s ability to exploit its resources. a competency is a crossfunctional integration and coordination of capabilities (wheelen and hunger, 2010). there are four criteria of sustainable competitive advantage, as shown in table 2. table 2 four criteria of competitive advantages criteria competencies value capabilities yes the resource or capability is valuable in delivering the firms’ service to their customer rare capabilities no there are many garment manufacturers and fashion designers in bandung in-imitate capabilities no the garment business is common and easy to be imitated. however, the smes has to put forward a satisfactory service to the customers. non-substitable capabilities yes basically, fashion products cannot be substituted. to survive in the market, smes should differentiatetheir services so that business will continue to survive among other competitors. 90   journal the winners, vol. 16 no. 2, september 2015: 85-95 value chain value chain illustrates the product process from raw material to the end user/consumer. create added value without substantial cost is an important notion of a value chain according to hitt, et al. (2011). porter (1985) divides the value chain into primary activities and support activities. the primary activity of the garment and fashion industry includes: (1) inbound logistics: activities include order entry, conception of products, fashion design, material handling, inventory control, and warehousing. (2) operations: activities include the manufacturing, sewing, installing accessories such as buttons, mute/sequins, etc. (3) outbound logistics: activities include finished product handling, warehousing, order processing. (4) marketing and sales: activities include advertising and promoting, choosing the right distribution channels, supporting the salesperson, and distributing finished goods to retailers. (5) service: activities including handling of complaints from buyers, after-sales service, repair bag/wallet, and so on. the supporting activities consist of: (1) procurement/purchases: buy raw materials to make products including the purchase of assets such as machinery, sewing equipment, and buildings. (2) development of technology: the process used to manufacture clothing. the development of this technology can be equipment, basic research and service procedures. (3) human resource management: includes the activities of recruitment, training and payment of salaries to all employees. (4) infrastructure: includes activities such as the legality, financial, general management, and the relationship with local government. through their infrastructure, smes can effectively and consistently strive to identify opportunities from the outside (external opportunities), identify resources and capabilities (capabilities) and support the core competency. however, creating value through the value chain activities sometimes require effective alliances with suppliers and build strong relationships with customers. if a company has a proximity to customersas well as suppliers, it can be said it is "social capital" of the company.at inbound stage, the activities are divided into two. when businesses accept orders from consumers in specific design, then the next step is to conceptualize the design desired by consumers. it is often found in the startup smes. usually they receive a special order with a customized design from buyers. but over time, the smes have to start to offer their output design and make them as "trend maker". of their ideas, finally they conceived product with a unique design that has its own characteristics.the next stage is production, handling of raw materials and finished products to be made by quality supervisorybefore distribute the products to the market. this stage is followed by outbound logistics consisting of packaging and labeling activities. unique packaging both form and material could be the added value to the product. after packing, the next process is marketing and sales. goods distribute to end buyer, or other distribution channels. currently, the online channel is emerging and strongly supports the development of creative economy, especially in the fashion sub-sector. with the promotion via twitter, facebook, blackberry messenger profiles, instagram and so on, lot of smes sell their products through these online channels. other distribution channels is to open own shop or store products in other outlets. and last but not less important is service. after-sales services such as repair and other warranty can add value in a business process. the simplest business model is to provide a good or service that can be sold so that revenues exceed costs and expense (wheelen and hunger, 2010). a business model describes the rationale of how an organization creates, delivers, and captures value (osterwalder and pigneur, 2010). there are many approaches to business model concept. this paper adopt business model from osterwalder and pigneur (2010) to evaluate the business model of smes. this tool provides a comprehensive yet simple map to plan, evaluate and manage its business model and helps to obtain effective alternative business model innovation …… (wirania swasty) 91  ways in doing business. there are nine building blocks of existing business model of smes as case study. firstly, in customer segments: this building block defines the different groups of people or organizations an enterprise aims to reach and serve (osterwalder and pigneur, 2010). for lina moslem wear as fashion business, it has segmented customers while other garment services have mass market at low economy segment. both segments have similar but varying needs and problems. this has implications for the other building blocks of business model, such as the value proposition, customer relationships, distribution channels, and revenue streams. the second building block is value proposition. this building block, according to osterwalder and pigneur (2010), describes the bundle of products and services that create value for a specific customer segment that may be quantitative (e.g. price, speed of service) or qualitative (e.g. design, customer experience). for middle-low economy buyers, value propositions such as inexpensive and fast service are important. offering similar value at a lower price is a common way to satisfy the needs of price-sensitive customer segments (osterwalder and pigneur, 2010). moreover, tailoring (customized) products to the specific needs of individual customers to create value. the third building block is distribution channel. refer to osterwalder and pigneur (2010), this building block describes how a company communicates with and reaches its customer segments to deliver a value proposition. for that, distribution channel often used by sme is word of mouth and their house as showroom or retail store. the fourth bulding block is customer relationship. according to osterwalder and pigneur (2010), this building block describes the types of relationships a company establishes with specific customer segments. customer relationships may be driven by the following motivations: customer acquisition, customer retention, boosting sales (upselling). customer relationship includes how to get new customers or retain existing customers. the nature of engagement with customers is an important factor in determining potential revenue of the business model. there are two kinds of relationship run by; long and short-term relationship. the customer relationships run by smes is co-creation that co-creating value with customers. smes engage customers to assist the design of new products. the fifth building block is revenue stream. this building block represents the cash a company generates from each customer segment (costs must be subtracted from revenues to create earnings). each revenue stream may have different pricing mechanisms, such as fixed list prices, bargaining, auctioning, market dependent, volume dependent, or yield management (osterwalder and pigneur, 2010). there are several ways that smesgenerates revenue streams, such as fixed list prices, bargaining. the revenue derives from selling products or charging sewing services. the sixth building block is key resources. this building block describes the most important assets required to make a business model work refer to osterwalder and pigneur (2010). key resources can be classified into tangible resources and intangible resources. the physical resources used for the key activities are sewing machines and workshop. the intangible resources include human capital and trust. the seventh building block is key activities. refer to osterwalder and pigneur (2010), this building block describes the most important things a company must do to make its business model work. the key activities are producing products, marketing including selling and supply chain management. the eighth building block is key partnerships. this building block describes the network of suppliers and partners that make the business model work. we can distinguish between four different types of partnerships: (1) strategic alliances between non-competitors; (2) coo-petition: strategic partnerships between competitors; (3) joint ventures to develop new businesses; and (4) buyersupplier relationships to assure reliable supplies (osterwalder and pigneur, 2010).partner network for smes in garment and fashion industry consists of fabric 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are sewing servi ixed pricing b th, new key sources inclu year by year ssets. the ph ources i.e. exp e proposition ormed in ord n i.e. design ew products o e. forward in s. rship form i cale partnersh with local g her local trad ry regarded smes’ busi wherever po ure, using lo d strategy is m l innovation al banks co ent service. a d personal o ingly, smes ns between e such as rec ice directly t by defining p resources: t ude brand an . smes coul hysical tangi perienced an ns, automatic der to deve n, the most im offers under ntegration by s buyer-supp hips are usua government a de communi as uncertain iness models ssible. this ow price va mapped in f ould be add after that, in online profile scan use com community citation, labo to existing c prices based to meet the nd design, th ld innovate a ible resource nd skilled wo cally its key elop the enti mportant thin the signatur y opening ne plier relation ally formed t and associati ity are crucia nty. ninth, n s. smes cou approach pu alue proposit igure 2 below 93  ressed to ntegrated es. these mmunities members ur union, customers d on static customer hus smes and create es will be orkers are activities ire value ng smes re of their ew outlets nships to to reduce ions such al. smes new cost uld adopt urposes at tions and w. 94   journal the winners, vol. 16 no. 2, september 2015: 85-95 conclusion the creative industries play a significant role in the social and economic development especially in developing countries. realizing the urgency of business model innovation help smes sustain and be competitive. from discussion above, it can be seen that smes need formulating a new value proposition to their customers i.e. brand and design to innovate the business model. smes should clarify their business model by understanding and implementing its strengths in creative industry i.e. garment and fashionsub-sector. considering its business model, this study uses business model canvas tool introduced by osterwalder and pigneur (2010), because of its comprehensive yet simple map. ideation to strengthen strategies derives from areas identified through the value proposition building block as a starting point. moreover, business model canvas makes strategy more focused and measurable. for smes, the key point of the business model innovation is to gain competitive advantage in industry. as stated above, an innovative business model can either create a new market or allow a company to create and exploit new opportunities in existing markets. to formulate strategies, business models evaluation is conducted by assessing existing business model which is expected to develop the foundation for improvements and initiate a business model innovation. this study also limited the scope of business only to garment and fashion industry. so that for future research, study on smes in several creative industry sub-sectors in bandung is interesting to be conducted. references amit, r., zott, c. (2012). creating value through business model innovation. [online] mit sloan management review, 53(3). accessed 2 october 2013 from http://search.proquest.com/. carvalho, j. m. s, jonker, j. (2015). creating a balanced value proposition: exploring the advanced business creation model. journal of applied management and entrepreneurship 20(2), 4964. accessed 17 november 2013 from http://search.proquest.com/. gordon, j.r.m., lee p.m. & lucas h.c.jr. (2005). a resource-based view of competitive advantage at the port of singapore. journal of strategic information systems, 14, 69-86. henry, a.e. (2011). understanding strategic management (2nd ed). oxford: oxford university press. hitt, m. a., ireland, r.d., & hoskisson, r.e. (2011). the management of strategy: concepts & cases (9th ed). south-western cengage learning. hossain, m. (2015). a review of literature on open innovation in small and medium-sized enterprises. journal of global entrepreneurship research 5(1), 1-12. accessed 16 november 2013 from http://search.proquest.com/. howkins, j. (2001). the creative economy: how people make money from ideas. the penguin press. kementerian pariwisata dan ekonomi kreatif ri. (2014). ekonomi kreatif: kekuatan baru indonesia menuju 2025. jakarta: kementerian pariwisata dan ekonomi kreatif ri. lavie, d. (2006). capability reconfiguration: an analysis of incumbent responses to technological change, academy of management review, 31, 153–174 business model innovation …… (wirania swasty) 95  lindgren, p. (2013). business model innovation leadership: how do sme's strategically lead business model innovation? international journal of business and management, 7(14), 5366. accessed 16 november 2013 from http://search.proquest.com/. osterwalder, a., pigneur, y., & tucci, c.l. (2005). clarifying business models: origins, present, and future of the concept. communications of the association for information systems, 16 (1), 1–38 osterwalder, a. & pigneur, y. (2010). business model generation. new jersey: john wiley & sons, inc. porter, m.e. (1985). competitive advantage –creating and sustaining superior performance. new york: free press. porter, m.e. (2008). the five competitive forces that shape strategy. [online] harvard business review january 2008. accessed 9 october 2013 from http://hbr.org/2008/01/the-fivecompetitive-forces-that-shape-strategy/ tsai, k.h., wang, j.c. (2008). external technology acquisition and firm performance: a longitudinal study, journal of business venturing, 23, 91–112. wheelen, t.l., hunger, j d. (2010). strategic management and business policy – achieving sustainability (12th ed). new jersey: pearson. microsoft word 02_s.liawatimena_crm hero.doc journal the winners, vol. 3 no. 2, september 2002: 112-133 112 evaluasi customer relationship management pada supermarket hero di jakarta timur s. liawatimena1; m.f. amanda2; handoko3; hendry4 abstract the growing of many big retailer make hero supermarket must obtaining it’s existance in retail business. therefore, hero supermarket must form crm (customer relationship management) in order to increase a new customer, increase profit and maintaining customer, and pay attention to valuable customer. data analysis done by searching procentage from many questions and cartesius diagram. the conclusion, the highest suitable level there are 98,27% of quality product and the lowest is the price of merchandise, which is 45,35%. some atribute are over the customers hope, that is good shopping place image, completeness, the comfortable and easyness in shopping, and safetyness. there are five most important atribut, that is the price, quality, completeness, the comfortable and easyness in shopping, and parking space. those atribute will determine wether the customer of hero supermarket will be loyal or not. keywords: customer relationship management (crm), customer abstrak munculnya beberapa retailer besar menuntut supermarket hero untuk dapat mempertahankan keberadaannya di dunia bisnis retail. oleh karena itu, perlu dibentuk suatu crm (customer relationship management) di supermarket hero agar dapat meningkatkan perolehan pelanggan baru, meningkatkan keuntungan dan mempertahankan pelanggan yang telah ada, dan memperhatikan pelanggan yang potensial. analisis data dilakukan dengan mencari persentase dari setiap pertanyaan serta diagram kartesius. berdasarkan hasil penelitian diperoleh tingkat kesesuaian tertinggi, yaitu kualitas produk sebesar 98,27% sedangkan paling rendah, yaitu harga barang sebesar 45,35%. beberapa atribut dinilai melebihi harapan pelanggan, yaitu citra tempat berbelanja yang baik, kelengkapan, kenyamanan dan kemudahan berbelanja, dan keamanan penitipan barang. lima atribut yang paling penting, yaitu harga barang, kualitas, kelengkapan produk, kenyamanan dan kemudahan berbelanja, dan tempat parkir yang memadai. atribut tersebut yang akan menentukan apakah pelanggan akan loyal atau tidak kepada supermarket hero. kata kunci: customer relationship management (crm), pelanggan 1 staf pengajar fakultas ilmu komputer, ubinus, jakarta 2,3,4 sarjana ekonomi, jurusan manajemen, fakultas ekonomi, ubinus, jakarta evaluasi customer relationship management… (s. liawatimena; dkk.) 113 pendahuluan bisnis di indonesia telah berkembang cukup pesat. semakin banyaknya perusahaan yang bergerak dalam bidang retailer menyebabkan suatu perusahaan harus dapat mempertahankan bisnisnya atau dengan kata lain, perusahaan harus meningkatkan usaha untuk memperoleh dan mempertahankan pelanggan mereka. selain itu, sekarang ini konsumen tidak hanya mencari produk dengan harga yang murah tetapi mereka juga mempertimbangkan bagaimana dukungan atau support dari perusahaan. bagian penjualan yang baik dalam suatu perusahaan memang banyak membantu dalam meningkatkan profit perusahaan. akan tetapi, pada akhirnya bagian customer support yang terintegrasi dalam crm (customer relationship management) yang menentukan apakah pelanggan akan membeli produk atau jasa yang ditawarkan atau tidak. hal itu juga menentukan loyalitas pelanggan terhadap perusahaan. pada pt hero supermarket tbk, crm diperlukan agar dapat meningkatkan kualitas layanan kepada para pelanggan sehingga loyalitas pelanggan didapatkan dan mampu mempertahankan loyalitas tersebut. selain itu, dengan sistem crm, hero dapat memperoleh pelanggan baru, meningkatkan keuntungan dengan pelanggan yang telah ada, dan mempertahankan pelanggan yang menguntungkan dengan menyediakan apa yang diinginkan oleh pelanggan tersebut, bukan apa yang diinginkan oleh pasar. bagaimana pt hero supermarket tbk--lebih dikenal dengan nama supermarket hero-dapat memperoleh, mengembangkan, dan mempertahankan pelanggan, crm seperti apa yang diterapkan oleh perusahaan, dan apakah crm tersebut telah cukup memberikan kepuasan kepada pelanggan atau tidak. oleh karena itu, penulis tertarik untuk meneliti hal tersebut lebih lanjut. dengan demikian diharapkan dapat meningkatkan kualitas pelayanan hero supermarket yang diberikan kepada pelanggan dan meningkatkan kepuasan dalam berbelanja bagi pelanggan. banyak munculnya retailer besar menuntut retailer tersebut untuk bersaing dan menjual dengan harga serendah mungkin tanpa menurunkan kualitas suatu produk. selain itu, satu hal lagi yang perlu ditingkatkan oleh masing-masing perusahaan, yaitu layanan mereka terhadap pelanggan. hal itu berguna untuk menjaga loyalitas pelanggan agar selalu berbelanja di tempat mereka. beberapa pertanyaan yang timbul berkenaan dengan masalah layanan tersebut. 1. apa yang diharapkan oleh pelanggan dalam berbelanja? 2. bagaimana tingkat kepuasan pelanggan dalam berbelanja di supermarket hero? 3. mengapa pelanggan cenderung lebih menyukai berbelanja di supermarket hero dibandingkan dengan supermarket lainnya? tujuan penelitian ini untuk menganalisis kepuasan pelanggan dalam berbelanja di supermarket hero dan mengusulkan penerapan crm pada supermarket hero yang dapat meningkatkan kepuasan bagi pelanggan. manfaat yang dapat diperoleh dengan adanya penelitian ini, yaitu mengetahui customer support yang diharapkan oleh pelanggan supermarket hero, crm suatu perusahaan sudah dapat memenuhi keinginan pelanggan atau belum, dan memberikan saran kepada perusahaan yang bersangkutan berdasarkan hasil analisis dan pengolahan data yang dilakukan. journal the winners, vol. 3 no. 2, september 2002: 112-133 114 pembahasan landasan teori i. fokus pelanggan 1. definisi pelanggan pelanggan adalah masyarakat pada umumnya yang membutuhkan produk dan jasa yang berpotensi dan melakukan pembelian (yoeti 1999:11). 2. kepuasan pelanggan kepuasan adalah perasaan senang atau kecewa seseorang yang berasal dari perbandingan antara kesannya terhadap kinerja (atau hasil) suatu produk dan harapan-harapannya (kotler 1997:36). berdasarkan pendapat irawan (2002:2), seorang pelanggan yang puas adalah pelanggan yang merasa mendapatkan value dari pemasok, produsen atau penyedia jasa. value dapat berasal dari produk, pelayanan, sistem atau sesuatu yang bersifat emosi. pelanggan yang puas adalah pelanggan yang akan berbagi kepuasan dengan produsen atau penyedia jasa bahkan dengan pelanggan lain. 3. faktor pendorong kepuasan pelanggan menurut irawan (2002:37) ada lima driver utama kepuasan pelanggan, yaitu kualitas produk, harga, service quality, emotional factor, dan biaya serta kemudahan dalam mendapatkan produk atau jasa. ii. customer relationship management crm is the infrastructure that enables the delineation of and increase in customer value and the correct means by which to motivate valuable customers to remain loyal-indeed, to buy again (dyche, 2001:4). berdasarkan pendapat ciptamaya (www.indocrm.com) crm adalah serangkaian aktivitas terintegrasi untuk mengidentifikasi, mengakuisisi, mempertahankan, dan mengembangkan pelanggan yang menguntungkan. dengan tujuan utama untuk mengoptimalkan keuntungan perusahaan melalui kepuasan pelanggan. menurut pendapat deck (www.cnn.com) crm is a strategy used to learn more about customer’s needs and behaviors in order to develop stronger relationships with them. after all, good customer relationships are at the heart of business success. there are many technological components to crm, but thinking about crm in primarily technological terms is a mistake. the more useful way to think about crm is a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness, and market trends. crm is a comprehensive approach for creating, maintaining and expanding customer relationships (anderson and kerr, 2001:2). crm is the process of acquiring, retaining, and growing profitable customers, it requires a clear focus on the service attributes that represent value to the customer and that create loyalty (brown, 2000:8). evaluasi customer relationship management… (s. liawatimena; dkk.) 115 iii. tiga fase customer relationship management berdasarkan pendapat kalakota (2000:113), ada tiga tahap crm. 1. acquiring new customers. mendapatkan pelanggan baru dengan mempromosikan keunggulan produk atau jasa dalam hal inovasi dan kemudahan karena nilai suatu produk/jasa bagi pelanggan adalah produk yang lebih baik dan didukung oleh layanan yang memuaskan. 2. enhancing the profitability of existing customers. meningkatkan keuntungan yang diperoleh dari pelanggan yang sudah ada dengan mendorong terciptanya penjualan produk/jasa komplemen dan penjualan produk/jasa yang lebih baik dari produk/jasa yang sudah dimiliki oleh pelanggan. 3. retaining profitable customers for life. fokus dari mempertahankan pelanggan yang memberi keuntungan adalah pada penyesuaian layanan–menawarkan apa yang dibutuhkan oleh pelanggan, bukan apa yang dibutuhkan oleh pasar karena nilai produk/jasa bagi pelanggan adalah nilai hubungan produktif yang paling sesuai dengan kebutuhannya. fokus perusahaan saat ini adalah bagaimana mempertahankan pelanggan yang menguntungkan bagi perusahaan daripada bagaimana mendapatkan pelanggan baru yang belum tentu memberi keuntungan. ketiga tahap itu saling berhubungan namun untuk dapat melakukan ketiga tahap itu dengan baik sangatlah sulit. untuk itu, perusahaan harus memilih untuk memfokuskan usahanya pada salah satu tahap tersebut. hal itu sangat penting karena mempengaruhi strategi pembangunan infrastruktur, teknologi pendukung crm ini. gambar 1 tiga tahap crm sumber: kalakota (2000:114) journal the winners, vol. 3 no. 2, september 2002: 112-133 116 iv. kemampuan utama customer relationship management kemampuan utama yang dapat dilakukan oleh crm (kalakota, 2000:118). 1. cross-selling and up-selling. perusahaan harus dapat menciptakan hubungan yang lebih erat dengan pelanggan dengan berusaha memenuhi kebutuhan pelanggan dengan produk/jasa komplemen. 2. direct marketing and fulfillment. pemasaran langsung dan pemenuhan permintaan berarti menjual dengan baik dan mengirimkan pesanan pelanggan secara cepat. manajemen kampanye pemasaran (campaign management) mengatasi kesulitan dalam hal pemasaran dalam banyak saluran dengan memungkinkan perusahaan mengatur, mengintegrasikan, dan meningkatkan program pemasaran. pemenuhan permintaan pelanggan yang efektif adalah dengan menyediakan informasi yang banyak sekali kepada pelanggan dan calon pelanggan secara cepat, mudah, dan efisien. 3. customer service and support. aplikasi mendukung bagi petugas layanan pelanggan bekerja sama sehingga dapat mengatur dan meyelesaikan permintaan layanan dari pelanggan dan juga mendapatkan informasi detil yang dibutuhkan mengenai pelanggan. tujuan yang hendak dicapai adalah agar dapat menyelesaikan permasalahan pelanggan dengan efektif dan efisien. 4. field service operations. operasi layanan di lapangan adalah perpanjangan layanan pelanggan yang dilakukan jika permasalahan tidak dapat diselesaikan lewat telepon dan membutuhkan pengiriman personil/barang secara fisik kepada pelanggan. aplikasi pendukung memiliki kemampuan untuk mengatur jadwal pengiriman, mengatur logistik dan persediaan, serta menangani kontrak dan pembukuan. 5. retention management. menggunakan sumber daya perusahaan yang terbatas untuk pelanggan yang menguntungkan dengan cara membedakan pelanggan/segmentasi pelanggan berdasarkan tipe layanan yang didaftarkan dan juga historis transaksi. untuk mencapai hasil yang efektif dibutuhkan pengambilan informasi pelanggan yang sangat detil sehingga perusahaan dapat melayani pelanggan dengan lebih personal dan membedakan antara pelanggan yang satu dengan pelanggan yang lain. pelanggan yang tidak menguntungkan akan dipisahkan atau malah dibuang supaya tidak menghabiskan sumber daya perusahaan. v. cara mengelola customer relationship management menurut rangkuti (2002:152) tujuan mengelola customer relationship adalah untuk menciptakan keunggulan kompetitif secara terus-menerus terhadap merek, produk, atau bahkan perusahaan yang kita miliki secara relatif dibandingkan dengan merek, produk atau perusahaan pesaing. agar perusahaan dapat memperoleh keunggulan kompetitif secara terus menerus, pengelolaan pelanggan secara profesional sangat diperlukan. caranya adalah sebagai berikut. 1. lakukan survei mengenai kepuasan pelanggan secara benar dengan tujuan untuk mengetahui hal berikut. a. faktor yang mempengaruhi tingkat kepuasan dan ketidakpuasan pelanggan. b. perilaku pelanggan (customer behaviour). c. kebutuhan dasar, keinginan, dan harapan pelanggan. d. pelanggan yang paling bernilai dalam segmen tertentu. evaluasi customer relationship management… (s. liawatimena; dkk.) 117 2. tentukan segmen pelanggan yang paling menyumbangkan penghasilan terbesar bagi perusahaan (termasuk di dalamnya pelanggan potensial yang memiliki prospek berkembang cukup besar). 3. tentukan variable dominan customer relationship. variabel dominan adalah variabel yang paling penting dan menentukan sehingga pelanggan merasa puas sesuai dengan apa yang dibutuhkan pelanggan. 4. kelola dan tingkatkan secara terus-menerus variabel dominan tersebut sehingga tetap berada di atas rata-rata yang diberikan pesaing. caranya dengan mengembangkan strategi pemasaran dan mengintegrasikan semua fungsi pemasaran yang bersifat strategis ke dalam database strategi pemasaran sehingga dapat meningkatkan customer relationship secara kompetitif dan berkelanjutan. vi. pengecer kategori pengecer berdasar faktor jenis pelayanan, strategi harga, kelengkapan produk, dan banyak pengecer adalah sebagai berikut (kismono, 2001:371). 1. department store toko pencecer besar yang dikelola menjadi departemen terpisah, seperti peralatan rumah tangga, peralatan olahraga, dan menawarkan suatu lini pelayanan penuh dan bauran produk yang luas. 2. discount store toko pengecer yang menawarkan berbagai macam barang dan pelayanan yang minimal. contoh: pusat grosir alfa. 3. specialty store toko pengecer yang hanya menawarkan lini produk tertentu. contoh: toko sepatu bata. 4. hypermarket toko pengecer yang menggabungkan supermarket dan discount store, produk yang ditawarkan lebih dari 50.000 item, meliputi bahan makanan, pakaian, dan perabotan rumah tangga. 5. supermarket toko pengecer besar dengan sistem swalayan yang menyediakan berbagai macam bahan makanan dan sejumlah produk nonmakanan. 6. convenience store toko pengecer kecil yang berlokasi di tempat nyaman dan dibuka untuk waktu yang lama dan jumlah item terbatas. 7. catalog store toko yang menyediakan persediaan barang dalam jumlah banyak dan pembeli dapat memperoleh informasi produk dari katalog yang dikirimkan pada konsumen. 8. chain store satu dari dua atau lebih toko yang sama yang dimiliki oleh perusahaan yang sama. metode penelitian i. jenis dan metode penelitian jenis penelitian yang digunakan adalah penelitian studi kasus, masalah, atau kasus yang muncul dalam penelitian akan dianalisis dan dicari solusi masalah yang terbaik. dalam penelitian ini digunakan metode deskriptif yang menggambarkan kondisi informasi atau data yang ada dan journal the winners, vol. 3 no. 2, september 2002: 112-133 118 dianalisis serta membandingkannya dengan teori yang ada sehingga dapat ditarik kesimpulan. teknik pengumpulan data yang digunakan adalah penelitian lapangan untuk memperoleh data primer melalui wawancara, observasi, kuesioner, dan penelitian kepustakaan untuk memperoleh data sekunder. ii. definisi operasional variabel yang akan diteliti dalam penelitian ini adalah sebagai berikut. 1. kualitas produk (kesegaran dan kehigienisan). 2. kelengkapan produk yang tersedia. 3. kesesuaian harga produk yang dijual. 4. citra supermarket yang baik. 5. kenyamanan dan kemudahan berbelanja. 6. variasi produk yang tersedia. 7. pelayanan staff yang cepat dan sigap serta memiliki pengetahuan akan produk dan harganya. 8. sikap staff yang ramah dan sopan dalam melayani. 9. promosi yang diadakan. 10. lokasi yang strategis dan mudah dijangkau. 11. tersedianya tempat parkir yang luas dan memadai. 12. customer service staff. 13. keamanan penitipan barang. 14. tersedianya fasilitas home delivery. 15. tersedianya fasilitas kartu anggota. iii. instrumen pengukuran dalam penelitian ini peneliti menggunakan kuesioner sebagai instrumen pengumpulan data dari para responden. kuesioner diukur melalui skala likert baik dalam bentuk pilihan ganda maupun checklist (sugiyono, 2002:86). untuk keperluan analisis kuantitatif, jawaban responden dapat diberi skor. 1. sangat penting/puas 5 2. penting/puas 4 3. biasa 3 4. tidak penting/puas 2 5. sangat tidak penting/puas 1 iv. rumus yang digunakan analisis diagram kartesius n x x n i i∑ 1== tingkat kesesuaian (supranto, 2001:241) evaluasi customer relationship management… (s. liawatimena; dkk.) 119 tingkat kesesuaian = %100× nkepentinga npelaksanaa gambaran umum perusahaan i. sejarah pt hero supermarket tbk hingga saat ini hero pasar swalayan merupakan industri retail pasar swalayan (supermarket) terbesar di indonesia yang berdiri pertama kali pada tanggal 23 agustus 1971 di jalan faletehan i no. 23, kebayoran baru, jakarta selatan dengan luas gedung kurang lebih 251 m² atau lebih tepat disebut toko swalayan dengan nama hero mini supermarket. pencetus ide sekaligus pendiri hero supermarket adalah bapak mohamad saleh kurnia, putra kelahiran cilandak, sukabumi, jawa barat. ia belajar berdagang mulai kecil mengikuti jejak orang tuanya yang sudah berdagang barang-barang kebutuhan sehari-hari di kota asalnya. sekitar tahun 1948-an keluarga kurnia menganggap usahanya kurang berkembang jika terus berdagang di cibadak dan melihat jakarta yang memiliki peluang di masa depan maka keluarganya memutuskan untuk pindah ke jakarta dengan awal sejarahnya sebagai berikut. 1. tahun 1948, orang tua m.s. kurania mengawali usaha di jakarta dengan mengelola usaha kaki lima “gerobak dorong” di gang ribal (sekarang lebih dikenal dengan jalan pintu besar selatan i), jakarta barat, dengan menjual makanan dan minuman. dari sinilah m.s. kurnia bersama kakaknya mulai aktif membantu orang tuanya mengelola usaha barunya di jakarta. 2. kian hari usahanya berkembang pesat dan tahun 1951 usaha tidak lagi di gerobak dorong tetapi sudah mampu memindahkan usahanya di ruko pda jalan yang sama dengan nama “toko hero”. 3. untuk memperlancar usahanya tahun 1954 toko hero mendirikan cv. hero yang banyak mengimpor makanan dan minuman dari luar negeri. 4. tahun 1969 keluarga menyerahkan pimpinan cv. hero kepada m.s. kurnia, dan ditangan m.s. kurnia usaha semakin besar dengan banyak mengimpor barang dari luar negeri dan menjadi agen beberapa produk impor. 5. melihat potensi pasar produk impor yang semakin besar dan belum adanya tempat belanja keluarga yang modern dan memadai bagi orang asing kala itu maka tahun 1971, m.s. kurnia membuka gerai (outlet) yang pertama di jl. falatehan i, jakarta selatan dengan nama hero mini supermarket. 6. tahun 1976 m.s. kurnia mengembangkan usahanya di bidang pablikasi yang memproses makanan dan minuman dengan nama pt. suba indah, di desa mekar sari, jalan raya jakarta bogor km 31, dengan areal seluas 3000m² yang memproduksi sebagai berikut. a. konsentrat dengan merk sanquick dengan lisensi dari denmark. b. sirup dengan merk marjan boudoin dan fruty dengan berbagai rasa. c. saus, sambal dengan merk hun’s. d. minuman beralkohol dengan merk mansion house, drum, dan lain-lain. e. minuman kaleng dengan merk suntory sport drink. f. bakery dengan merk family. g. mie jepang (noodle). h. sosis dengan merk farm house. i. mengemas makanan (repacking) dengan nama hero house brand. journal the winners, vol. 3 no. 2, september 2002: 112-133 120 7. tahun 1978 bersama tuan then siok liong, sun yuen hong dan fen hin chon enterprise ltd. hongkong dan welcome trading co., pte. ltd. singapore investasi mendirikan pt. onward paper corporation, yang mengelola pabrik tisue dengan merk scott lisensi dari scoot paper company, pennsylvania usa dan merk sendiri four roses dan pt. hero supermarket menguasai sepertiga dari total investasi di pt. onward paper corporation. 8. tahun 1985 mendirikan pt. mitra sarana purnama sebagai pengganti dan penerus cv. hero, yang merupakan poerusahaan trading import, ekspor dan distributor makanan minuman. 9. tahun 1988 mendirikan pt. maju karismajaya yang mengelola usaha eceran dengan konsep harga murah yaitu mitra toko discount (discount store). 10. tahun 1989 diversifikasi diarahkan ke usaha eceran lain berupa convenience store (minimarket) dan special store dan berdiri special store toko perawatan pribadi dengan nama shop in dan department store mainan anak-anak dengan nama toys city. 11. tanggal 30 juni 1989 pt. hero supermarket go public meramaikan pasar modal dan merupakan perusahaan retail pasar swalayan pertama di indonesia yang memperoleh kepercayaan untuk menjual sahamnya kepada masyarakat luas. penjualan saham pertama 1.795.000 lembar saham dengan nilai nominal rp. 1.000,dan ditawarkan dengan harga perdana rp. 7.200,per saham dan dari hasil penjualan tahun 1989 mencapai rp. 159,9 milyar. 12. tahun 1991 hero group mendirikan pt. cahayaceria laksanamega yang mengelola usaha toko eceran dengan konsep modern warehouse store dengan nama mega super grosir yang merupakan toko perkulakan pertama di indonesia dengan sistem swalayan, target pasarnya adalah toko eceran kecil, koperasi, perhotelan, perkantoran, instansi pemerintah, dll. 13. tahun 1991 ini juga pt. hero supermarket membuka toko swalayan kecil dengan konsep convenience store yang diberi nama star mart yang melayani kebutuhan rumah tangga secara cepat, dengan lokasi yang strategis seperti hotel, apartemen, perumahan, komplek ruko, dll. 14. bulan februari 1998 pt. hero mengadakan aliansi strategis dengan dairy farm hongkong, anggota jardine matheson. dairy farm memiliki penyertaan saham langsung pada perseroan sebesar 7,6% dan melalui obligasi tukar yang dapat ditukarkan dengan saham perseroan sebesar 24,55%. jalinan kerjasama ini juga diwujudkan dengan bergabungnya eksekutif dairy farm dalam jajaran direksi dan koisaris pt. supermarket, tbk. 15. pada tahun 1998 inilah restrukturisasi perusahaan dan kepemilikannya diperjelas dan beberapa usaha yang tergabung dalam hero group dipersatukan dalam pt. hero supermarklet, tbk. yang meliputi pt. hero supermarket (hero supermarket), pt. wiramaju karismajaya (mitra toko discount), pt. catur abadi jayasakti (shop in), star mart, dan guardian (ex dairy farm) dan yang lainnya dijual. 16. akibat kerusuhan 13 dan 14 mei 1998, beberapa gerai di jakarta mengalami kerusakan, 6 gerai hangus terbakar, 10 gerai dijarah-rusak berat dan 10 gerai dijarah rusak ringan, dengan total nilai kerugian sebesar rp. 70 milyar. 17. hingga bulan september 2001 pt. hero supermarket memiliki gerai sebagai berikut: a. hero supermarket 81 gerai b. mitra toko discount 0 gerai (up & down grade) c. star mart convenience store 35 gerai d. guardian toko kecantikan dan apotik 66 gerai 18. pt. hero supermarket telah mengalihkan saham miliknya sebanyak 120 ribu lembar saham kepada koperasi karyawan perusahaan, koperasi pegawai pemda tingkat i, denpasar; kud pasir jambu dan kud sinar jaya dari jawa barat. 19. pada bulan februari pt. hero supermarket dengan sangat gembira menyambut dairy farm, anggota jardine matheson group, sebagai pemenang saham dan sebagai mitra strategis. evaluasi customer relationship management… (s. liawatimena; dkk.) 121 beberapa eksekutif yang handal dan berpengalaman telah bergabung untuk memperkuat tim manajemen hero. 20. pada tahun 1998 dairy farm international yang memiliki pernyataan saham pada hero sebesar 32% mengkontribusikan pengalaman international dan keahlian yang sangat bermanfaat bagi pengetahuan lokal dan pemahaman manajemen hero, dan juga memberikan pengakuan bahwa indonesia merupakan salah satu pasar berkembang yang paling menarik di kawasan asia tenggara dalam jangka waktu menengah hingga jangka panjang. ii. kegiatan usaha perusahaan selain kegiatan utama berupa pasar swalayan, perseroan juga melakukan kegiatan lain sebagai berikut. 1. food repacking, yaitu usaha pembungkusan dalam kemasan kecil untuk berbagai kebutuhan pokok dan makanan kering. 2. instore bakery, yaitu sarana pembuatan dan penjualan berbagai jenis roti dan kue pada hampir setiap cabang perseroan. 3. food processing, yaitu sarana pembuatan berbagai makanan olahan baik setengah jadi maupun siap hidang untuk konsumen langsung atau pada counter fast food di seluruh cabang. 4. fast food, yaitu bagian counter makanan siap saji yang menyediakan berbagai jenis makanan dan minuman seperti makanan jepang, hamburger, pancake, dan sari buah. 5. penyewaan video. 6. dry cleaning (jasa pencucian). 7. shoe repair, yaitu counter untuk memperbaiki sepatu. 8. kegiatan lain yang dilakukan perseroan dalam rangka diversifikasi dan pengembangan usahanya adalah mitra toko diskon, star mart, dan toko kecantikan guardian. iii. visi perusahaan menjadi pengecer makanan yang terkemuka di indonesia, menawarkan jajaran makanan segar, dan bahan makanan terbaik dengan harga terjangkau. visi tersebut diterjemahkan dalam sebuah slogan “think fresh shop hero”, yaitu hero menawarkan produk bahan makanan yang segar dan berkualitas tinggi secara berkesinambungan dengan harga yang kompetitif. iv. misi perusahaan menjadi pengecer makanan modern yang terkemuka di indonesia dari segi penjualan dan laba, konsumen dengan pendapatan menengah hingga atas merupakan sasaran utama mengingat mereka memiliki daya beli besar. v. falsafah perusahaan 1. selalu mengutamakan service yang terbaik kepada pelanggan. 2. selalu menyediakan produk yang bermutu tinggi sesuai dengan keinginan pelanggan. 3. bersama-sama menciptakan kesatuan manajemen yang sempurna. journal the winners, vol. 3 no. 2, september 2002: 112-133 122 pembahasan pengumpulan data dilakukan di supermarket hero dengan melibatkan 200 responden. responden tersebut dipilih secara acak dari pelanggan empat cabang supermarket hero di jakarta timur. analisis data dilakukan menggunakan metode frekuensi, persentase, dan diagram kartesius. analisis kuantitatif i. analisis kuesioner bagian i (data responden) gambar 2 usia gambar 1 usia sumber: hasil olahan data kuesioner gambar 3 jenis kelamin gambar 2 jenis kelamin sumber: hasil olahan data kuesioner usia 8% 41% 35% 11% 5% < 20 tahun 20-30 tahun 31-40 tahun 41-50 tahun > 50 tahun jenis kelamin 33% 67% pria wanita evaluasi customer relationship management… (s. liawatimena; dkk.) 123 gambar 3 jenis pekerjaan sumber: hasil olahan data kuesioner gambar 5 penghasilan per bulan sumber: hasil olahan data kuesioner gambar 4 penghasilan per bulan sumber: hasil olahan data kuesioner jenis pekerjaan 20% 35%10% 21% 14% pegawai negri pegawai swasta pengusaha ibu rumah tangga pelajar/mahasis wa penghasilan per bulan 9% 16% 14% 9%10% 42% < rp. 100.000 rp.100.000 rp. 300.000 rp.300.000 rp.700.000 rp. 700.000 rp.1.000.000 rp.1.000.000 rp.2.000.000 > rp.2.000.000 journal the winners, vol. 3 no. 2, september 2002: 112-133 124 gambar 6 frekuensi berbelanja sumber: hasil olahan data kuesioner gambar 7 pengeluaran berbelanja sumber: hasil olahan data kuesioner frekuensi berbelanja 48% 21% 13% 10% 6% 2% 1x s ebulan 2x s ebulan 3x s ebulan 1x s eminggu 2x s eminggu > 2x seminggu pengeluaran berbelanja 28% 48% 18% 6% < rp.100.000 rp.100.000 rp.300.000 rp.300.000 rp.500.000 > rp.500.000 evaluasi customer relationship management… (s. liawatimena; dkk.) 125 ii. analisis kuesioner bagian ii (kebiasaan berbelanja) gambar 8 hari kunjungan sumber: hasil olahan data kuesioner gambar 9 produk yang biasa dibeli sumber: hasil olahan data kuesioner hari kunjungan 17% 26%48% 9% hari bias a/kerja weekend/libur bias a/weekend kes em patan khusus produk yang dibeli 61.5% 93.0% 86.0% 55.5% 26.5% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% pers entase bahan makanan makanan & m inuman perlengkapan pribadi alat rum ah tangga aks es oris m obil journal the winners, vol. 3 no. 2, september 2002: 112-133 126 gambar 10 alasan berbelanja di hero sumber: hasil olahan data kuesioner iii. analisis kuesioner bagian iii dan iv (tingkat kepentingan dan kepuasan atribut) tabel 1 tingkat kesesuaian atribut no. atribut pelaksanaan kepentingan tingkat kesesuaian 1 kualitas 907 923 4.535 4.615 98.27% 2 kelengkapan 896 864 4.48 4.32 103.70% 3 harga barang 429 946 2.145 4.73 45.35% 4 citra tempat berbelanja 744 686 3.72 3.43 108.45% 5 kenyamanan dan kemudahan 848 835 4.24 4.175 101.56% 6 variasi produk 703 820 3.515 4.1 85.73% 7 pelayanan staff 668 831 3.34 4.155 80.39% 8 sikap staff 664 814 3.32 4.07 81.57% 9 promosi 658 800 3.29 4 82.25% 10 lokasi strategis 791 846 3.955 4.23 93.50% 11 tempat parkir memadai 503 840 2.515 4.2 59.88% 13 customer service staff 753 825 3.765 4.125 91.27% 14 keamanan penitipan barang 862 851 4.31 4.255 101.29% 3.63 4.19rata-rata x y sumber: hasil olahan data kuesioner alasan berbelanja 66.0% 63.5% 30.5% 31.5% 49.0% 29.5% 39.0% 87.0% 20.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% persentase kualitas kelengkapan harga citra kenyam anan pelayanan promosi lokasi tempat parkir evaluasi customer relationship management… (s. liawatimena; dkk.) 127 contoh perhitungan: tingkat kesesuaian = %100× nkepentinga npelaksanaa = %100 923 907 × = 98.27% gambar 11 diagram kartesius atribut gambar 11 menunjukkan bahwa rata-rata penilaian responden untuk tingkat kepuasan atribut adalah sebesar 3.63. hal itu berarti tingkat kepuasan responden adalah biasa saja. rata-rata penilaian responden untuk tingkat kepentingan atribut adalah sebesar 4.19. hal ituberarti responden menganggap rata-rata atribut tersebut penting dan memiliki tingkat harapan yang tinggi terhadap atribut tersebut. dapat disimpulkan bahwa tingkat kepuasan atribut responden lebih rendah daripada tingkat kepentingan atribut atau tingkat harapan responden. journal the winners, vol. 3 no. 2, september 2002: 112-133 128 kuadran a atribut yang termasuk dalam kuadran itu berarti memiliki tingkat kepentingan atau ekspektasi yang tinggi namun kurang memenuhi tingkat pelaksanaan atau kepuasan responden. hal yang termasuk dalam kuadran ini sebagai berikut. 1. harga barang yang sesuai 2. tempat parkir yang memadai kuadran b atribut yang termasuk dalam kuadran itu berarti memiliki tingkat kepentingan atau ekspektasi responden yang tinggi dan tingkat kepuasan responden yang tinggi. hal itu berarti harapan responden terhadap atribut tersebut terpenuhi dengan memuaskan. atribut yang termasuk dalam kuadran ini adalah sebagai berikut. 1. kualitas produk yang segar dan higienis. 2. kelengkapan produk yang tersedia. 3. keamanan penitipan barang. 4. lokasi strategis dan mudah dijangkau. kuadran c atribut yang termasuk dalam kuadran itu berarti memiliki tingkat kepentingan yang kurang penting dan tingkat kepuasan atau pelaksanaan yang kurang memuaskan bagi responden. atribut yang termasuk dalam kuadran itu sebagai berikut. 1. sikap staf yang ramah dan sopan. 2. pelayanan staf yang cepat dan sigap. 3. produk yang bervariasi. 4. promosi untuk produk tertentu. kuadran d atribut yang termasuk dalam kuadran ini berarti memiliki tingkat kepentingan atau ekspektasi responden yang rendah dan tingkat kepuasan responden yang tinggi. hal itu berarti harapan responden terhadap atribut tersebut terpenuhi dengan sangat memuaskan dan hal tersebut perlu dipertahankan. atribut yang termasuk dalam kuadran ini adalah sebagai berikut. 1. kenyamanan dan kemudahan berbelanja. 2. customer service staff. 3. citra tempat berbelanja yang baik. pada kuesioner, responden dimintai pendapatnya tentang dua atribut tambahan, yaitu tersedianya fasilitas home delivery dan kartu anggota. evaluasi customer relationship management… (s. liawatimena; dkk.) 129 tabel 2 dua atribut tambahan freq % freq % freq % freq % freq % home delivery 0 0% 1 1% 107 54% 77 39% 15 8% kartu anggota 0 0% 2 1% 97 49% 80 40% 21 11% atribut stp tp sppb sumber: hasil olahan data kuesioner tabel 3 lima atribut yang menjadi prioritas atribut kualitas 530 kelengkapan 470 harga barang 800 citra tempat berbelanja 0 kenyamanan dan kemudahan 310 variasi produk 160 pelayanan staff 90 sikap staff 120 promosi 40 lokasi strategis 170 tempat parkir memadai 250 customer service staff 40 keamanan penitipan barang 20 home delivery 0 kartu anggota 0 sumber: hasil olahan data kuesioner tabel 3 menunjukkan lima atribut yang menjadi prioritas bagi responden sebagai berikut. 1. harga barang yang sesuai. 2. kualitas produk yang segar dan higienis. 3. kelengkapan produk yang tersedia. 4. kenyamanan dan kemudahan berbelanja. 5. tersedianya tempat parkir yang memadai. journal the winners, vol. 3 no. 2, september 2002: 112-133 130 iv. analisis kuesioner bagian v (perbandingan hero dengan supermarket lain) tabel 4 perbandingan hero dengan supermarket lain freq % freq % freq % freq % kualitas 127 64% 6 3% 0 0% 67 34% kelengkapan 94 47% 39 20% 23 12% 44 22% harga barang 52 26% 76 38% 72 36% 0 0% citra tempat berbelanja 78 39% 25 13% 4 2% 93 47% kenyamanan dan kemudahan 85 43% 32 16% 0 0% 83 42% variasi produk 67 34% 31 16% 24 12% 78 39% pelayanan staff 73 37% 31 16% 14 7% 82 41% sikap staff 68 34% 42 21% 14 7% 76 38% promosi 91 46% 69 35% 40 20% 0 0% tempat parkir memadai 58 29% 34 17% 21 11% 87 44% customer service staff 77 39% 44 22% 0 0% 79 40% atribut sogotopsmataharihero sumber: hasil olahan data kuesioner analisis kualitatif dalam penelitian ini digunakan analisis swot (strengths, weaknesses, opportunities, threats) yang dilakukan melalui survei internal, kekuatan dan kelemahan dan eksternal, yaitu kesempatan dan ancaman. potensi kekuatan (s) kualitas produk yang segar dan higienis. memiliki banyak cabang di berbagai daerah. kenyamanan dan kemudahan dalam berbelanja. produk yang tersedia lengkap. potensi kelemahan (w) harga barang yang kurang sesuai. area parkir yang kurang memadai. variasi produk yang kurang beragam. potensi kesempatan (o) hero memiliki cabang outlet di daerah yang tidak terdapat supermarket lain. potensi ancaman (t) adanya pesaing supermarket lainnya dan juga pesaing tingkat hypermarket. gambar 12 analisis swot evaluasi customer relationship management… (s. liawatimena; dkk.) 131 penutup simpulan berdasarkan hasil analisis dan pengolahan data yang didapat dari kuesioner yang dibagikan kepada responden, dapat diambil simpulan sebagai berikut. 1. karakteristik dan perilaku konsumen supermarket hero. • usia responden terbanyak berkisar antara 20 hingga 30 tahun. • jenis kelamin responden, 67% wanita dan 33% pria. • jenis pekerjaan 35% pegawai swasta, 21% ibu rumah tangga, 20% pegawai negri, 14% pelajar dan mahasiswa, dan 10% pengusaha. • pendapatan per bulan sebagian besar responden di atas rp2.000.000,00. • frekuesi berbelanja satu kali sebulan sebanyak 48% dari responden. • pengeluaran setiap kali berbelanja rata-rata responden sebesar rp. 100.000,00 hingga rp. 300.000,00. 2. kebiasaan berbelanja konsumen supermarket hero. • waktu berkunjung responden pada hari biasa atau weekend sebesar 48%, 26% pada hari weekend atau hari libur, 17% pada hari biasa atau hari kerja, 9% pada saat promosi atau kesempatan khusus. • produk yang dibeli, makanan dan minuman sebesar 93%, perlengkapan pribadi 86%, bahan makanan segar 62,5%, alat rumah tangga 55,5%, dan aksesoris mobil 26,5%. • sebagian besar alasan responden berbelanja di supermarket hero karena lokasi yang strategis. 3. tingkat kesesuaian atribut dari 14 atribut yang dapat mempengaruhi tingkat kepuasan pelanggan, atribut yang paling mendekati harapan responden adalah kualitas produk, sebesar 98,27%, atribut yang melebihi harapan pelanggan yaitu citra tempat berbelanja yang baik, kelengkapan, kenyamanan dan kemudahan berbelanja, dan keamanan penitipan barang. sedangkan atribut yang paling tidak sesuai dengan harapan responden adalah harga barang, sebesar 45,35%. 4. lima atribut yang menjadi prioritas lima atribut yang menjadi prioritas bagi responden yaitu harga barang, kualitas barang, kelengkapan barang, kenyamanan dan kemudahan berbelanja, dan tempat parkir yang memadai. 5. perbandingan antara supermarket hero dengan supermarket lain. supermarket hero memiliki keunggulan pada kualitas produk, kelengkapan barang, kenyamanan dan kemudahan berbelanja, dan promosi. saran saran yang dapat diberikan kepada supermarket hero sebagai berikut. 1. supermarket hero hendaknya melakukan cost reduction agar dapat menurunkan harga sehingga lebih dapat bersaing dengan supermarket lainnya. selain itu, perlu juga dilakukan perluasan tempat parkir, memperbanyak variasi produk, memberikan pengarahan kepada staf agar lebih ramah dan sopan serta sigap dalam melayani konsumen, dan meningkatkan promosi. journal the winners, vol. 3 no. 2, september 2002: 112-133 132 2. hal yang perlu dipertimbangkan sebagai berikut. a. kartu anggota untuk lebih mengenal pelanggannya, memberikan potongan harga, dan agar dapat mempertahankan pelanggan serta menarik pelanggan baru. b. home delivery untuk memberikan kemudahan berbelanja bagi konsumen khususnya untuk produk dengan kualitas standar. c. memberikan kuisioner kepada pelanggan secara berkala agar dapat mengetahui apakah layanan yang diberikan telah memenuhi keinginan pelanggan atau belum. d. membuka cabang baru di wilayah yang berpotensi agar dapat memperoleh pelanggan baru serta lebih dini memupuk loyalitas pelanggan sebelum pesaing memasuki wilayah tersebut. daftar pustaka anderson, kristin and carol kerr. 2000. “customer relationship management (on line),” diakses 7 agustus 2002 dari http://www.amazon.com/exec/obidos/tg/detail//0071379541/qid=1042724867/sr=1-5/ref=sr_1_5/103-33507405956634?v=glance&s=books. brown, stanley. 2000. “customer relationship management: a strategic imperative in the world of e-business, (on line),” diakses 7 agustus 2002 dari http://www.amazon.com/exec/obidos/tg/detail/-/0471644099/qid=1042725363/sr=12/ref=sr_1_2/103-3350740-5956634?v=glance&s=books. ciptamaya. 1997. “definisi crm, (on line),” diakses 9 agustus 2002 dari http://www.indocrm.com/others /index.cfm?fuseaction=tentang_crm. deck, stewart. 2001. “what is crm?, (on line), “ diakses 9 agustus 2002 dari http://www.cnn.com/2001/tech/industry/05/23/what.is.crm.idq. dyche, jill. 2001. “the crm handbook: a business guide to crm. (on line) ,” diakses 7 agustus 2002 dari http://www.amazon.com/exec/obidos/asin/0201730626/qid%3d1042725758/sr%3d111/ref%3dsr%5f11%5f1/103-3350740-5956634. irawan, handi. 2002. 10 prinsip kepuasan pelanggan. jakarta: pt elex media komputindo. kalakota, ravi. 2000. e-business: roadmap for success. massachusets: addison wesley longman, inc. kismono, gugup. 2001. bisnis pengantar. yogyakarta: bpfe. kotler, philip. 1997. manajemen pemasaran: analisis, perencanaan, implementasi, dan kontrol. jilid 1. jakarta: pt prenhallindo. pearce, john a. dan richard b. robinson. 1997. manajemen strategik: formulasi, implementasi, dan pengendalian. jilid satu. jakarta: binarupa aksara. evaluasi customer relationship management… (s. liawatimena; dkk.) 133 rangkuti, freddy. 2002. measuring customer satisfaction. jakarta: pt gramedia pustaka utama. sugiyono. 2002. metode penelitian bisnis. jakarta: cv. alfabeta. supranto, johannes. 2001. pengukuran tingkat kepuasan pelanggan untuk menaikkan pangsa pasar. jakarta: pt rineka cipta. yoeti, h. oka a. 1999. customer service cara efektif memuaskan pelanggan. jakarta: pradnya paramita. microsoft word 04_harjanto prabowo_pengaruh penggunaan teknologi.doc journal the winners, vol. 5 no. 2, september 2004: 114-136 114 studi tentang pengaruh penggunaan teknologi dan sistem informasi, sistem manajemen mutu, dan budaya organisasi terhadap kinerja manajemen perguruan tinggi swasta: studi kasus universitas bina nusantara harjanto prabowo1; bahtiar saleh abbas2; meyliana3 abstract article discusses factors that influences college management performance, those are technology and information system, quality management system, and organization culture. the research is done by using pearson correlation method, linear regression, and customer satisfaction index (csi) using cartesius diagram. based on correlation test, there are only two out of three variables having significance correlation with performance management, that are quality management system and organization culture. keywords: technology, information system, quality management system, organization culture abstrak penelitian membahas faktor yang dianggap mempengaruhi kinerja manajemen perguruan tinggi, yaitu teknologi dan sistem informasi, sistem manajemen mutu, dan budaya organisasi. penelitian dilakukan dengan metode korelasi pearson, regresi linear, dan customer satisfaction index (csi) dengan diagram cartesius. dilihat dari hasil uji korelasi didapat bahwa dari 3 variabel hanya 2 yang mempunyai korelasi signifikan dengan kinerja manajemen, yaitu sistem manajemen mutu dan budaya organisasi. kata kunci: teknologi, sistem informasi, sistem manajemen mutu, budaya organisasi, manajemen perguruan tinggi swasta 1, 2 dan 3 staf pengajar fakultas ekonomi, ubinus, jakarta studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 115 pendahuluan salah satu cita-cita bangsa, dengan dibentuknya negara kesatuan republik indonesia yang diproklamasikan pada tanggal 17 agustus 1945, adalah mencerdaskan kehidupan bangsa melalui pendidikan, sebagaimana tercantum dalam pembukaan undang-undang dasar 1945. pendidikan di indonesia sudah dilaksanakan mulai dari pendidikan dasar, menengah, dan pendidikan tinggi. keterbatasan pemerintah dalam mencukupi kebutuhan warga negaranya dalam menuntut ilmu pada tingkat perguruan tinggi yang dikelola pemerintah (negeri), membuka peluang bagi warga atau kelompok warga masyarakat untuk membuka perguruan tinggi swasta. tuntutan mutu dalam pendidikan tinggi, baik yang diselenggarakan oleh pemerintah maupuan swasta, pada era globalisasi ekonomi dunia merupakan masalah mendesak yang pemecahannya tidak dapat ditunda lagi. di sisi lain, kebutuhan akan pembaharuan fokus pada mutu dalam perguruan tinggi dipengaruhi oleh (1) meningkatnya rasa ketidakpuasan atas kinerja sistem pendidikan tinggi yang ada; (2) perubahan yang dramatis dari institusi pendidikan tinggi di dunia; (3) perkembangan pangsa pasar dan kompetisi pada perguruan tinggi, diyakini bahwa perguruan tinggi merupakan kunci pekerjaan dan perkembangan karier seseorang; (4) persaingan antarperguruan tinggi akan memicu timbulnya perkembangan teknologi pendidikan dan pembelajaran jarak jauh. tuntutan mutu melahirkan perubahan sistem institusi perguruan tinggi yang berusaha menghasilkan sinergi yang bersifat global pula, melalui kerja sama dengan universitas di luar negeri dan kerja sama antardaerah. kompetisi antarperguruan tinggi tidak dapat dihindarkan, menjawab tuntutan pangsa pasar yang semakin berkembang. mutu perguruan tinggi akan dipengaruhi oleh proses pengelolaan perguruan tinggi tersebut yang berkaitan dengan keinginan pasar, sumber daya manusia, dan sumber daya pendanaan yang disediakan, pilihan teknologi yang digunakan, dan sebagainya. upaya pengembangan sebuah perguruan tinggi umumnya dapat dipilah ke dalam tiga kategori yang paling pokok, yaitu yang menyangkut sumber daya (resources), isi (content), dan proses (process). di samping itu, tentunya ada pula aspek yang lebih abstrak, seperti wadah (organisasi), budaya (culture), dan tata-nilai (value system). ketiganya tidak dapat dikembangkan sendiri-sendiri, walaupun mungkin pentahapan dan skala prioritas masing-masing dapat saja tergantung pada strategi lembaganya. proses pengelolaan perguruan tinggi merupakan bagian komponen kinerja manajemen perguruan tinggi yang terdiri atas proses, sumber daya, dan isi. usaha pemerintah untuk merumuskan kebijakan yang memberikan paradigma baru pengelolaan perguruan tinggi ditandai dengan lahirnya pp 60 tahun 1999 dan pp 61 tahun 1999. perubahan kebijakan itu dimaksudkan untuk mendukung perubahan paradigma journal the winners, vol. 5 no. 2, september 2004: 114-136 116 pengelolaan perguruan tinggi yang mengarah pada otonomi, mutu, akuntabilitas, akreditasi, dan evaluasi. perubahan paradigma baru pengelolaan perguruan tinggi sudah seharusnya diikuti dengan perubahan paradigma pengelola perguruan tinggi. hal tersebut dilakukan dengan menempatkan nilai profesionalisme di dalam sistem dan sasaran kerjanya sehingga dapat mencapai mutu lulusan yang semakin baik. dalam usaha mencapai kinerja manajemen perguruan tinggi, pengaruh lingkungan organisasi, baik langsung maupun tidak langsung, harus diperhatikan. pengaruh lingkungan yang langsung terhadap organisasi perguruan tinggi adalah stakeholder perguruan tinggi yang terdiri atas dosen, staff, pimpinan/manajer, yayasan, mahasiswa, masyarakat, dan kompetitor. pengaruh yang tidak langsung terhadap organisasi adalah kondisi ekonomi, sosial, politik, dan teknologi yang mempengaruhi iklim organisasi beroperasi dan akan menjadi faktor potensial untuk berubah menjadi lingkungan yang berpengaruh langsung. selain pengaruh lingkungan organisasi, kinerja manajemen perguruan tinggi juga terkait dengan visi, misi, dan tujuan perguruan tinggi yang didasarkan pada dimensi (1) context dikaitkan dengan rules dan sistem kerja; (2) content yang dikaitkan dengan proses pelaksanaan manajemen perguruan tinggi; (3) conduct yang terkait dengan kompetensi para manajer dalam mengelola perguruan tinggi; (4) product yang terkait dengan output dan outcome perguruan tinggi. pengaruh lingkungan yang langsung dan tidak langsung terhadap organisasi perguruan tinggi, serta adanya keterkaitan visi, misi, tujuan perguruan tinggi terhadap kinerja manajemen membuat banyak faktor yang harus diperhatikan dalam meningkatkan kinerja manajemen perguruan tinggi. masalah untuk meningkatkan kinerja manajemen perguruan tinggi sejalan dengan masalah yang dihadapi untuk meningkatkan kinerja para manajer dan karyawan perguruan tinggi yang dapat terkait dengan kemampuan individu, sistem kerja/manajemen, penggunaan teknologi, dan budaya organisasi. universitas bina nusantara (ubinus) merupakan perguruan tinggi swasta di jakarta yang bermula sebagai pendidikan komputer jangka pendek dengan nama modern computer course (tanggal 21 oktober 1974), berkembang menjadi atk atau akademi teknik komputer (tanggal 1 juli 1981) dengan membuka jurusan manajemen informatika dan teknik informatika. status terdaftar diperoleh sejak tanggal 13 juli 1984 dengan nama amik jakarta membuka jurusan kompurterisasi akuntansi kemudian berubah menjadi amik bina nusantara pada tanggal 21 september 1985. pada tanggal 17 maret 1986 terpilih sebagai akademi komputer terbaik oleh depdikbud melalui kopertis iii jakarta. pada tanggal 1 juli 1986 didirikan sekolah tinggi manajemen informatika dan komputer (stmik) bina nusantara dengan membuka program strata-1 (s1) jurusan manajemen informatika dan teknik informatika dan pada tanggal 1 juli 1987 membuka jurusan teknik komputer (s1). pada tanggal 9 november 1987, amik bina nusantara dilebur ke dalam stmik bina nusantara, membentuk sekolah tinggi dengan program studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 117 diploma iii (diii) dan program strata–1 (s1). pada tanggal 10 mei 1993, dibuka program pascasarjana magister manajemen sistem informasi. pada tanggal 8 agustus 1996 berkembang menjadi universitas bina nusantara. (ubinus), dengan fakultas dan jurusan yang lebih lengkap yang terdiri atas fakultas ilmu komputer fakultas ekonomi, fakultas teknik, fakultas sastra, dan fakultas mipa. universitas bina nusantara merupakan perguruan tinggi swasta di jakarta yang telah mengimplementasikan sistem manajemen mutu dengan standard iso-9000 sejak 1997. selain itu, sesuai dengan visinya, teknologi dan sistem informasi sudah dikembangkan dan digunakan dalam kegiatan operasional dan manajerial di ubinus. permasalahan yang dikaji dalam penelitian ini sebagai berikut. 1. bagaimana deskripsi kinerja manajemen di universitas bina nusantara? 2. bagaimana implementasi sistem manajemen mutu dan teknologi dan sistem informasi di universitas bina nusantara? 3. apakah ada pengaruh teknologi dan sistem informasi, sistem manajemen mutu, dan budaya organisasi secara bersama-sama terhadap kinerja manajemen perguruan tinggi? 4. bagaimana meningkatkan kinerja manajemen di universitas bina nusantara? tujuan penelitian yang dilakukan sebagai berikut. 1. mempelajari dan mengungkapkan kinerja manajemen, implementasi sistem manajemen mutu, teknologi dan sistem informasi, serta budaya organisasi di universitas bina nusantara. 2. menganalisis dan mengetahui pengaruh teknologi dan sistem informasi, sistem manajemen mutu, dan budaya organisasi terhadap kinerja manajemen perguruan tinggi. 3. memberikan rekomendasi untuk meningkatkan kinerja manajemen perguruan tinggi di universitas bina nusantara. manfaat penelitian sebagai berikut. 1. penelitian ini akan mengungkapkan deskripsi kinerja manajemen perguruan tinggi di perguruan tinggi di universitas bina nusantara. hasil yang didapat diharapkan dapat memberikan gambaran yang lengkap tentang kinerja manajemen perguruan tinggi, faktor yang membedakan kinerja manajemen satu dengan yang lain sehingga dapat memberikan masukkan bagi yayasan bina nusantara. 2. pengaruh teknologi dan sistem informasi, sistem manajemen, dan budaya organisasi menjadi salah satu hasil penelitian ini sehingga dapat digunakan oleh para pengambil keputusan dalam invetasi di bidang perguruan tinggi kerangka pemikiran 1. kinerja manajemen perguruan tinggi organisasi, menurut gibson (1997:7) didefinisikan sebagai kesatuan yang memungkinkan masyarakat mencapai suatu tujuan yang tidak dapat dicapai individu journal the winners, vol. 5 no. 2, september 2004: 114-136 118 secara perorangan. seberapa jauh sebuah organisasi mencapai tujuannya sangatlah bergantung pada anggota organisasi, terutama para manajer yang memimpin organisasi tersebut. pengertian manajemen, menurut stoner (1994:10), adalah proses perencanaan, pengorganisasian, pemimpinan, dan pengendalian upaya anggota organisasi dan proses penggunaan semua sumber daya organisasi untuk tecapainya tujuan organisasi yang telah ditetapkan. kinerja manajemen, menurut stoner (1994:9), merupakan kinerja manajer dan karyawan secara bersama-sama yang didominasi oleh kinerja manajer dalam proses manajemen secara efektif dan efisien yang dipengaruhi oleh lingkungannya. perguruan tinggi merupakan salah satu bentuk organisasi yang bergerak dan mempunyai tujuan dalam bidang pendidikan tinggi. fungsi manajemen menurut stoner tersebut juga berlaku untuk manajemen perguruan tinggi. manajemen perguruan tinggi, disatu sisi dapat disamakan dengan manajemen perusahaan jasa lain, pelayanan merupakan faktor utama. disisi lain, dapat juga dibandingkan dengan sebuah perusahaan manufaktur yang komponen utamanya adalah mahasiswa (sebagai input) dan ilmu pengetahuan, dan hasil keluarannya (output) berupa lulusan yang bermutu dan hasi penelitian yang dilakukan oleh perguruan tinggi. menurut prabowo (1999), model bisnis perguruan tinggi dapat digambarkan sebagai berikut. sistem pendidikan dan pengajaran lulusanmahasiswa sarana & kurikulum pemerintah & akreditor tenaga pengajar masyarakat & user perguruan tinggi lain / competitor gambar 1 model bisnis perguruan tinggi berdasarkan gambar 1 terlihat adanya keterkaitan dan saling mempengaruhi antarkomponen dalam model bisnis di perguruan tinggi sehingga kemampuan mengelola perguruan tinggi akan terkait dengan kemampuan mengelola masingmasing komponen dalam model tersebut. di sisi lain, dalam penelitian disertasinya , rianto (2001:156) menyimpulkan bahwa ada korelasi antara kinerja manajemen dengan mutu lulusan perguruan tinggi. 2. budaya organisasi pengertian budaya organisasi, menurut turner (1994:97), adalah perilaku yang sesuai, kontrak atau perjanjian, dan motivasi individu, berasal dari dalam diri orang studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 119 orang kemudian diatur bersama menghasilkan kapasitas secara umum yang dapat memberikan penyelesaian terhadap kemenduaan, perselisihan atau dilema, termasuk melihat perilaku orang dalam organisasi. menurut pearce (1991,:134-137), budaya organisasi adalah serangkaian asumsi yang dimiliki bersama-sama oleh setiap anggota organisasi secara umum yang terdiri dari keyakinan yang dihayati dan nilai yang dianuti secara umum oleh anggota organisasi. kuat-lemahnya suatu budaya organisasi, menurut dess (1993:89), dapat dilihat dari (1) rasa identitas dan rasa kesatuan anggota organisasi; (2) kemantapan hubungan antara sub kultur dan seluruh budaya organisasi; (3) kemampuan budaya organisasi membantu pengembangan inovasi, kreatifitas, dan sikap keterbukaan terhadap ide baru; (5) motivasi dari pimpinan (manajer) dan karyawan yang didasarkan pada penghargaan materi dan nonmateri. perguruan tinggi sebagai sebuah organisasi yang mempunyai anggota yang berinteraksi satu sama lain, tentu mempunyai budaya organisasi, walaupun sering tidak didefinisikan atau dirumuskan dengan jelas. dalam penelitian disertasinya, rianto (2001:156) menyimpulkan bahwa ada korelasi antara budaya organisasi dengan mutu lulusan perguruan tinggi. 3. sistem manajemen mutu perguruan tinggi untuk mencapai tujuan organisasi dan menjalankan fungsi manajemen, diperlukan suatu sistem kerja yang mengatur hubungan antaranggota organisasi melalui urutan proses kerja yang sistematis dan mempunyai sasaran yang jelas. sistem kerja yang berorientasi pada mutu telah mempunyai standar internasional yang dikenal dengan nama sistem manajemen mutu iso-9000 yang merupakan salah satu standar yang digunakan sebagai metode dalam manajemen mutu. pengertian mutu berkembangan sejalan dengan perkembangan masyarakat, begitu juga dengan sistem dan manajemen mutu. sampai saat ini, pandangan produsen terhadap mutu produk dan jasa telah mengalami evolusi melalui empat era: era inspeksi, era pengendalian mutu secara statistik, era jaminan mutu, dan era manajemen mutu secara strategis. perguruan tinggi sebagai sebuah organisasi juga memerlukan sistem kerja yang baik sehingga dapat lebih menjamin tercapainya tujuan organisasi. sistem manajemen mutu perguruan tinggi, menurut prabowo (2000), didefinisikan sebagai sebuah sistem yang mendasarkan pada standar sistem manajemen mutu, menunjukan kompetensi lembaga, dan untuk menjamin berlangsungnya operasi terusmenerus dari seluruh proses perkuliahan, penelitian, dan pelayanan yang bermutu untuk pencapaian akhir produk jasa unggulan perguruan tinggi.. 4. pengertian teknologi informasi dan sistem informasi istilah teknologi informasi mulai digunakan pada tahun 1980-an merupakan pengembangan teknologi komputer yang dipadukan dengan teknologi informasi. menurut indrajit (2000:2) yang dimaksud teknologi informasi adalah suatu teknologi yang berhubungan dengan pengolahan data menjadi informasi dan proses penyaluran data/informasi tersebut dalam batas ruang dan waktu. journal the winners, vol. 5 no. 2, september 2004: 114-136 120 pengertian sistem informasi, menurut indrajit (2000:3), merupakan suatu kumpulan komponen perusahaan atau organisasi yang berhubungan dengan proses penciptaan dan pengaliran informasi. menurut o’ brien (1999:9), “an information systems is an organized combination of people, software, hardware, communication networks, and data resources that collects, transforms, and disseminates information in an organization.” jadi, sistem informasi merupakan kombinasi komponen dalam perusahaan atau organisasi yang terdiri atas orang, sistem, dan prosedur, serta teknologi informasi untuk melakukan pengolahan data menjadi informasi dan menyalurkannya untuk digunakan oleh organisasi. di dalam bisnis, sistem informasi dapat diklasifikasikan menjadi 2 bagian besar, yaitu sistem informasi pendukung operasi dan sistem informasi mendukung manajemen yang masing-maisng masih terbagi lagi dalam bentuk yang lebih rinci. perguruan tinggi sebagai organisasi layanan, tentu saja dapat memanfaatkan teknologi dan sistem informasi untuk kegiatan operasional maupun kegiatan manajerialnya. 5. hubungan teknologi dan sistem informasi dengan kinerja manajemen perkembangan teknologi informasi yang cepat dan maju, telah diaplikasikan dalam berbagai bentuk sistem informasi untuk mendukung kegiatan operasional dan manajemen. sejalan dengan semakin ketatnya persaingan dalam bisnis, organisasi yang menggunakan teknologi informasi dapat menggunakannya untuk kekuatan bersaing. di sisi lain, kinerja manajemen, sangatlah ditentukan dari prestasi para manajer dalam memimpin dan menjalankan fungsi manajemen dalam organisasi sehingga penggunaan teknologi dan sistem informasi akan dapat membantu meningkatkan kemampuannya. dari hal tersebut, diduga ada hubungan pengaruh teknologi dan sistem informasi terhadapkinerja manajemen. 6. hubungan sistem manajemen mutu dengan kinerja manajemen salah satu tujuan organisasi adalah menghasilkan suatu produk yang akan digunakan oleh pemakai/customer, baik berupa produk jasa maupun produk barang. di dalam mencapai tujuan organisasi itulah, fungsi manajemen yang menjadi tanggung jawab manajer dijalankan. di dalam menjalankan fungsi manajemennya, para manajer memerlukan sistem kerja atau sistem manajemen yang baik. sistem manajemen mutu merupakan sistem manajemen yang berfokus pada harapan pelanggan dan kepuasan pelanggan. berdasarkan hal tersebut, diduga ada hubungan pengaruh sistem manajemen mutu terhadap kinerja manajemen. 7. hubungan budaya organisasi dengan kinerja manajemen di dalam mencapai tujuan organisasi, para manajer memerlukan kerja sama dengan semua anggota organisasi, berinterkasi satu sama lain dalam menjalankan fungsi manajemen. di dalam interaksinya, tumbuh komunikasi dan saling ketergantungan antara anggota organisasi dengan manajer. kemampuan para manajer dalam menggerakan anggota organisasi untuk mencapai tujuan yang diinginkan tidak hanya bergantung pada kemampuan teknis semata tetapi juga kemampuan dalam studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 121 mempengaruhi dan memberikan keyakinan kepada seluruh anggota organisasi tersebut untuk mencapai tujuan secara bersama-sama. di sisi lain, budaya organisasi yang tumbuh dan berkembang dapat memberikan kekuataan atau sebaliknya kelemahan bagi para manajer dalam mencapai tujuan organisasi. berdasarkan hal tersebut, diduga ada hubungan pengaruh budaya organisasi terhadap kinerja manajemen. 8. paradigma/model bertitik tolak pada seluruh kerangka pemikiran tersebut, dapat dirumuskan paradigma atau model keterkaitan kinerja manajemen perguruan tinggi, budaya organisasi, teknologi dan sistem informasi, dan sistem manajemen mutu, seperti gambar berikut ini. teknologi dan sistem informasic (x1) sistem manajemen mutu (x2) budaya organisasi (x3) k in er ja m an aj em en ( y ) gambar 2 paradigma penelitian hipotesis: hipotesis 1 penggunaan teknologi dan sistem informasi, implementasi sistem manajemen mutu, dan budaya organisasi secara bersama-sama mempengaruhi kinerja manajemen perguruan tinggi hipotesis 2 terdapat korelasi timbal balik antara teknologi dan sistem informasi, implementasi sistem manajemen mutu, dan budaya organisasi desain penelitian 1. obyek penelitian adalah staf tingkat manajer di universitas bina nusantara. 2. jenis penelitian dilihat dari tujuannya, penelitian ini ingin mendapatkan deskripsi tentang kinerja manajemen perguruan tinggi dan menguji perihal pengaruh penggunaan teknologi dan sistem informasi, implementasi sistem manajemen mutu, dan budaya organisasi terhadap kinerja manajemen perguruan tinggi. sesuai dengan tujuan yang ingin dicapai, digunakan dua jenis penelitian, yaitu penelitian deskriptif dan penelitian verifikatif. penelitian deskriptif adalah penelitian yang bertujuan untuk mendapatkan deskripsi tentang ciri-ciri variabel (kinerja manajemen perguruan tinggi, penggunaan teknologi dan sistem informasi, journal the winners, vol. 5 no. 2, september 2004: 114-136 122 implementasi sistem manajemen, dan budaya organisasi). penelitian verifikatif merupakan jenis penelitian yang bertujuan untuk mengetahui hubungan antarvariabel melalui pengujian hipotesis. di dalam pengujian hipotesis, digunakan tipe penyelidikan hubungan pengaruh (causality) antara penggunaan teknologi dan sistem informasi, implementasi sistem manajemen mutu, dan budaya organisasi terhadap kinerja manajemen perguruan tinggi. 3. metode yang digunakan mengingat jenis penelitian terdiri atas deskriptif dan verifikatif dilaksanakan melalui pengumpulan data di lapangan, metode penelitian yang digunakan adalah dua metode survei, yaitu descriptive survey dan explanatory survey. tipe investigasi menggunakan tipe korelasi dan kausal. 4. unit analisis dan time horizon unit analisis yang diambil adalah individu manajer organisasi universitas bina nusantara. pengamatan menggunakan cakupan waktu “one shoot”/cross sectional. 5. definisi, operasionalisasi, dan pengukuran variabel variabel independen utama dalam penelitian ini adalah teknologi dan sistem informasi, sistem manajemen mutu, dan budaya organisasi sedangkan variabel dependennya adalah kinerja manajemen perguruan tinggi. jabaran dan operasional masing-masing variabel dapat dilihat dalam tabel 1. tabel 1 operasionalisasi variabel penelitian variabel/ subvariabel konsep variabel/ subvariabel indikator kinerja manajemen penilaian terhadap kinerja pengelola perguruan tinggi perumusan peraturan akademi perumusan standar kinerja manajemen perumusan dan pengisian jabatan penting pemanfaatan peluang yang memfasilitasi kinerja manajemen kesesuaian pelaksanaan manajemen dengan ketentuan kesesuaian pelaksanaan manajemen dengan kom petensi manajer dorongan pemanfaatan peluang organisasi dorongan bagi kinerja manajer kompetensi nyata yang dimiliki oleh para manajer kinerja nyata yang dilakukan para manajer keterkaitan dengan tujuan organisasi keterkaitan dengan kepentingan pelanggan studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 123 tabel 1 operasionalisasi variabel penelitian (lanjutan) budaya organisasi penilaian terhadap kondisi penyelengaraan perguruan tinggi visi, misi tujuan dan sasaran strategi koordinasi kesepakatan nilai-nilai inti pembuatan perubahan perhatian pada pelanggan pembelajaran organisasi teknologi dan sistem informasi penilaian terhadap penggunaan teknologi dan sistem informasi keterbaharuan (up to date) kemudahan penggunaan kelengkapan aplikasi dengan kebutuhan proses bisnis kelengkapan data dan informasi yang diperlukan tingkat kebenaran data sistem manajemen mutu penilaian terhadap sistem prosedur operasional pelaksanaan pelayanan pelanggan kelengkapan kejelasan sosialisasi mekanisme feedback dari pelanggan tindak lanjut pelaksanaan audit sistem 6. teknik penentuan sampel responden penelitian itu adalah staf tingkat manajer ubinus yang berkantor di kampus syahdan, anggrek, dan kijang. staf tingkat manajer di ubinus adalah kepala biro, kepala upt, ketua jurusan, sekretaris jurusan, dekan, direktur, dan rektorat. jumlah staf tingkat manajer = 61 orang dan dalam penelitian ini 45 orang. 7. teknik pengumpulan data dalam penelitian ini, digunakan kombinasi teknik pengumpulan data yang terdiri dari berikut ini. a. wawancara o dengan staf tingkat manajer di ubinus yg diilih secara random dari populasi yang ada. o kuesioner, digunakan untuk pengumpulan data dari responden. b. observasi dilakukan terhadap sumber data sesuai dengan unit observasi/analisis yang telah disebutkan. 8. metode analisis sebelum pengambilan data dilakukan, dilakukan beberapa pengujian terlebih dahulu, yaitu pengujian validitas dan pengujian reliabilitas. pengujian validitas dimaksudkan untuk menunjukkan sejauh mana suatu alat ukur cocok mengukur apa yang ingin journal the winners, vol. 5 no. 2, september 2004: 114-136 124 diukur. jadi, semakin tinggi validitas suatu alat ukur maka alat ukur tersebut semakin mengenai sasarannya atau semakin menunjukkan apa yang seharusnya diukur. pengujian reliabilitas untuk menunjukkan tingkat konsistensi suatu alat ukur dalam mengukur gejala yang sama. jika suatu alat ukur dipakai dua kali atau lebih untuk mengukur gejala yang sama dan hasil pengukuran relatif konsisten maka alat ukur tersebut reliabel. untuk menganalisis dan menginteprestasikan data, digunakan dua jenis analisis, yaitu (1) analisis deskriptif, digunakan untuk variabel yang bersifat kualitatif dan termasuk untuk menggali perilaku faktor penyebab; (2) analisis kuantitatif, digunakan untuk mengukur data kuantitatif dan pengujian hipotesis dengan menggunakan uji statistik. analisis itu ditekankan untuk mengungkapkan perilaku variabel penelitian. untuk pengujian hipotesis, karena sebagian data yang diperoleh berskala ordinal, harus ditingkatkan menjadi data interval. pengubahan data berskala ordinal menjadi interval dapat dilakukan dengan fasilitas perangkat lunak (software) komputer tertentu tetapi dapat juga dengan melalui method of successive interval (msi). setelah dilakukan transformasi tingkat pengukuran melalui msi, lanjutkan dengan menyiapkan pasangan data variabel dependen dan variabel independen semua sampel penelitian untuk pengujian hipotesis yang dijelaskan berikut. 9. rancangan pengujian hipotesis hipotesis 1 terdapat hubungan dan pengaruh antara penggunaan teknologi dan sistem informasi, implementasi sistem manajemen mutu, dan budaya organisasi secara bersama-sama dengan kinerja manajemen perguruan tinggi untuk menguji hipotesis tersebut, dilakukan dengan regresi linear model umum sebagai beikut. y1 = b0 + b1 x1 + b2x2 + b3x3 + e uji hipotesis: ho : b1 = b2 = b3 = 0 h1 : salah satu dari b1 s/d b3 ada yang tidak sama dengan 0 digunakan perangkat lunak/software spss versi 11.5 untuk mendapatkan hasil persamaan dan uji hipotesisnya. hipotesis 2 terdapat korelasi timbal balik antara teknologi dan sistem informasi, implementasi sistem manajemen mutu, dan budaya organisasi untuk menguji hipotesis tersebut, digunakan konsep korelasi pearson. 10. rancangan implikasi penelitian sebagai pemecahan masalah sesuai dengan identifikasi masalah yang dituliskan maka dengan melakukan penelitian yang mengacu pada tujuan penelitian dan metode penelitian, diharapkan akan didapatkan variabel dan keterkaitan antarvariabel yang dapat dipakai sebagai variabel solusi untuk pemecahan masalah. setelah didapatkan variabel solusi, dilakukan analisis untuk mendapatkan model solusi yang jelas. dalam penelitian ini. model solusi dipakai untuk menjawab bagaimana upaya meningkatkan kinerja manajemen di universitas bina nusantara. studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 125 deskripsi kinerja manajemen di universitas bina nusantara di dalam menjaga ketercapaian visi-misi dan sasaran yang telah ditetapkan, di ubinus dikembangkan model balance scorecard yang telah dimodifikasi menjadi ubinus scorecard. ubinus scorecard yang disusun berisi ukuran target kuantitatif kinerja yang ingin dicapai dan sekaligus untuk memonitor ketercapaian target yang ada. dalam pelaksanaanya, ubinus scorecard dikaitkan dalam sistem penyusunan rencana kerja dan anggaran serta evaluasinya. selain ubinus scorecard, untuk mengevaluasi kinerja manajemen di ubinus, juga dikembangkan ukuran yang terkait dengan kinerja jurusan. mengingat kinerja jurusan merupakan tanggung jawab pengelola jurusan (ketua jurusan dan sekretaris jurusan) maka model tersebut merupakan model ukuran untuk kinerja manajemen. berdasarkan hasil kuesioner yang telah diolah, didapatkan kondisi kinerja manajemen ubinus adalah baik (mean 3,01). budaya organisasi sejak tahun 2001 telah dirumuskan budaya organisasi ubinus yang dikenal dengan nama budaya mutu. rumusan budaya mutu terdiri atas beberapa hal berikut. 1. percaya kepada tuhan yang maha esa (trust in god). 2. ketuntasan (sense of closure). 3. perbaikan menerus (continous improvement). 4. penggunaan tolok ukur (benchmarking). 5. kekeluargaan (sense of belonging). untuk melaksanakan budaya mutu tersebut, juga telah dirumuskan nilai dan etos kerja. nilai kerja: a. konsisten e. adil b. egaliter f. peduli c. jujur g. berani dan bertanggung jawab d. terbuka etos kerja: a. memberi teladan dan komitmen b. saling menghormati dan menghargai c. berkomunikasi dengan baik d. give credit to everyone e. improve others budaya mutu tersebut telah disosialisasikan melalui banyak kegiatan sehingga diharapkan menjadi budaya mutu semua orang di ubinus dan dikenal dengan istilah binusian. berdasarkan hasil pengolah kuesioner, didapatkan kondisi budaya organisasi di ubinus adalah baik (mean 3,00). journal the winners, vol. 5 no. 2, september 2004: 114-136 126 teknologi dan sistem informasi sesuai dengan visi dan misi ubinus yang akan menjadi panutan di bidang penerapan teknologi informasi, penggunaan dan pengembangan sistem informasi dengan memanfaatkan teknologi informasi mendapat perhatian utama. semua komputer yang digunakan baik oleh pimpinan, staf administrasi, dosen, dan laboratorium, baik ditingkat rektorat, direktorat, maupun dekanat, terhubung dalam jaringan binus (binus net) yang menghubungkan kampus syahdan dengan kampus anggrek melalui fiber optic dan dengan wibowo center melalui radio link. sarana teknologi informasi yang digunakan meliputi 1500 pcc, 65 infocus, jaringan internet, 15 warnet, cyber@accws club dengan 100 pc, phone sevices, jaringan fiber optic, perpustkaan digital. unit organisasi yang mengelola dan mendukung kebutuhan user di semua fakultas dalam memanfaatkan teknologi informasi antara lain upt ti development, upt ti operations, upt cyber@ccess, upt lab s/w, upt lab h/w, applied technology lab, learning resource center, dan product develpment center. jumlah staf yang terkait langsung dengan pengembangan dan operasional sistem informasi sebanyak 70 orang. saat ini, semua proses secara administrasi telah fully computerized dan hampir semua kegiatan manajemen, pelayanan, dan kegiatan pembelajaran pun telah dilakukan menggunakan komputer. dari hasil pengolahan data kuesioner, dapat dilihat bahwa teknologi dan sistem informasi ubinus adalah baik (mean 2,84). implementasi sistem manajemen mutu di ubinus sistem manajemen mutu yang diimplementasikan di ubinus mengacu pada standar iso-9000 versi 2000 dengan lingkup sertifikasinya proses desain kurikulum dan materi kuliah, operasional perkuliahan, pengajaran, dan penelitian pada program pendidikan diploma tiga, strata satu, dan strata dua. sebelumnya, sejak tahun 1997 – 2001, standar yang dipakai adalah iso-9000 versi 1994. persyaratan dokumentasi sistem mutu yang diminta oleh iso-9000 versi 2000 telah dipenuhi oleh ubinus yang pengendaliannya dilakukan oleh bkm menggunakan fasilitas work-flow yang ada di lotus notes. semua dokumentasi yang bersifat rutin dan pelaporan hasil review manajemen disimpan dalam bentuk file elektronik yang dapat diakses oleh semua staf pimpinan yang mempunyai hak atas akses tersebut. kegiatan sosialisasi terhadap staf baru ataupun terhadap staf lama akibat adanya perubahan sistem selalu dilakukan, baik melalui kegiatan pelatihan/workshop maupun melalui kegiatan pertemuan/meeting yang dijadwalkan sehingga perkembangan sistem diharapkan dapat diketahui oleh semua staf dan dapat diimplementasikan. untuk memastikan jalannya sistem manajemen, di ubinus sesuai tuntutan iso9000, dilakukan kegiatan audit mutu internal (ami) yang dilaksanakan 2 kali dalam 1 tahun (sekitar bulan april dan oktober). melalui ami akan didapatkan kondisi nyata studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 127 pelaksanaan sistem manajemen yang nantinya akan dipakai sebagai bahan dalam rapat tinjauan manajemen. selain ami, setiap bulan mei dan november, ubinus mengikuti audit sistem mutu dari sgs sebagai organisasi independen yang mengeluarkan sertifikasi iso-9000. hasil audit eksternal itu juga menjadi bahan perbaikan implementasi sistem mutu. rapat tinjauan manajemen diadakan 2 kali dalam satu tahun yang dipimpin oleh rektor ubinus dan menjadi tempat bagi pimpinan ubinus untuk melakukan review atas beberapa hal berikut. 1. ketercapaian sasaran mutu. 2. ketercapaian kpi masing-masing unit kerja yang terkait dengan sistem manajemen. 3. hasil ami dan tindak lanjut hasil audit eksternal sebelumnya. 4. evaluasi tingkat layanan kepada mahasiswa dan dosen (keluhan dan saran dari mahasiswa dan dosen). 5. perubahan sistem dan prosedur. untuk menjalankan operasional sistem manajemen mutu, rektor ubinus dibantu oleh biro kendali mutu yang dipimpin oleh seorang kepala perwakilan manajemen (mr). dari hasil pengolahan data kuesioner, dapat dilihat bahwa sistem manajemen mutu ubinus adalah baik (mean 2,87). hasil uji hipotesis sesuai langkah yang dijelaskan sebelumnya, untuk menguji hipotesis, dilakukan terlebih dahulu tabulasi data hasil kuesioner dan perubahan data dari ordinal ke interval. dengan software spss versi 11.5, dilakukan pengolahan data dengan teknik korelasi dan regresi linear. 1. uji validitas dan reliabilitas. dari hasil uji reliability analysis didapat bahwa nilai alpha adalah 0,8619 sehingga dapat dikatakan bahwa kuesioner itu adalah reliable. 2. korelasi. untuk menguji hipotesis tentang adanya hubungan antarvariabel, digunakan korelasi dengan metode pearson. metode itu digunakan karena data yang diuji sudah diubah dari ordinal menjadi interval. data yang diuji untuk masing-masing variabel adalah data hasil composit dari beberapa indikator pertanyaan, yaitu dengan cara dijumlahkan. hasil pengujian variabel x dengan variabel y dapat dilihat pada tabel berikut. tabel 2 hasil korelasi antara variabel x dengan y variabel korelasi terhadap y (d) nilai signifikan x1 (a) 0,042 0,783 x2 (b) 0,336 0,024 * x3 (c) 0,642 0,000 * journal the winners, vol. 5 no. 2, september 2004: 114-136 128 dari hasil tabel tersebut, terlihat bahwa pada tingkat kesalahan (α) = 5% hanya variabel sistem manajemen mutu (b) dan budaya organisasi (c) yang mempunyai korelasi yang signifikan dengan kinerja manajemen. untuk mengetahui hubungan antarvariabel x dapat dilihat pada tabel di bawah ini. tabel 3 hasil korelasi antarvariabel x variabel x1 (a) x2 (b) x3 (c) korelasi signifikan korelasi signifikan korelasi signifikan x1 (a) 1,000 0,255 0,091 0,334 0,025 * x2 (b) 0,255 0,091 1,000 0,358 0,016 * x3 (c) 0,334 0,025 * 0,358 0,016 * 1,000 pada tingkat kesalahan (α) = 5%, terlihat bahwa variabel teknologi dan sistem informasi (a) dan sistem manajemen mutu (b) mempunyai hubungan korelasi yang signifikan dengan budaya organisasi (c), begitu juga sebaliknya. variabel teknologi dan sistem informasi (a) memiliki hubungan korelasi yang signifikan dengan sistem manajemen mutu (b) tetapi pada tingkat kesalahan (α) = 10%. regresi linear untuk menguji pengaruh variabel x terhadap y, digunakan metode regresi linear. hasil pengujiannya dapat dilihat pada tabel di bawah ini. tabel 4 hasil regresi variabel x (x1, x2, x3) terhadap y model summary model r r square adjusted r square std. error of the estimate 1 ,683 ,467 ,428 3,783509 a predictors: (constant), total c, total a, total b anova model sum of squares df mean square f sig. 1 regression 513,849 3 171,283 11,965 ,000 residual 586,913 41 14,315 total 1100,762 44 a predictors: (constant), total c, total a, total b b dependent variable: total d studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 129 karena jumlah y hanya satu maka nilai regresi yang dilihat adalah nilai r square yaitu 0,467. untuk model itu, artinya variabel teknologi dan sistem informasi (a), sistem manajemen mutu (b), dan budaya organisasi (c) hanya memberikan pengaruh secara bersama-sama sebesar 0,467 terhadap kinerja manajemen (d), sisanya sebesar 0,533 dipengaruhi oleh faktor lain (faktor residual). akan tetapi, model itu memiliki pengaruh yang signifikan, yaitu 0,000. untuk melihat pengaruh masing-masing variabel dapat dilihat pada tabel berikut. tabel 5 hasil regresi per variabel untuk variabel x (x1, x2, x3) terhadap y coefficients unstandardized coefficients standardized coefficients t sig. model b std. error beta 1 (constant) 13,267 4,610 2,878 ,006 total a -,545 ,306 -,218 -1,778 ,083 total b ,299 ,237 ,156 1,260 ,215 total c ,819 ,157 ,659 5,201 ,000 a dependent variable: total d pada tingkat kesalahan (α) = 5%, hanya variabel budaya organisasi (c) yang memiliki pengaruh yang signifikan, yaitu 0,000 dan besar pengaruhnya 0,659. variabel teknologi dan sistem informasi (a) juga memiliki pengaruh yang signifikan yaitu 0,083 tetapi pada tingkat kesalahan (α) = 10% dan besar pengaruhnya 0,218 tetapi pada arah yang berlawanan. untuk membuktikan apakah variabel teknologi dan sistem informasi (a) dan sistem manajemen mutu (b) memberikan pengaruh terhadap budaya organisasi (c) maka dilakukan pengujian regresi linear seperti tabel di bawah ini. tabel 6 hasil regresi variabel x1 dan x2 terhadap x3 model summary model r r square adjusted r square std. error of the estimate 1 ,437 ,191 ,153 3,709041 a predictors: (constant), total b, total a anova model sum of squares df mean square f sig. 1 regression 136,451 2 68,226 4,959 ,012 residual 577,793 42 13,757 total 714,245 44 journal the winners, vol. 5 no. 2, september 2004: 114-136 130 a predictors: (constant), total b, total a b dependent variable: total c hasilnya terlihat bahwa kedua variabel di atas secara bersama-sama memberikan pengaruh yang signifikan, yaitu 0,012 terhadap budaya organisasi (c) dan besar pengaruhnya 0,191. untuk melihat pengaruh masing-masing variabel, dapat dilihat pada tabel berikut. tabel 7 hasil regresi per variabel untuk variabel x1 dan x2 terhadap x3 coefficients unstandardized coefficients standardized coefficients t sig. model b std. error beta 1 (constant) 12,527 4,085 3,067 ,004 total a ,524 ,289 ,260 1,811 ,077 total b ,451 ,222 ,291 2,030 ,049 a dependent variable: total c pada tingkat kesalahan (α) = 5%, hanya variabel sistem manajemen mutu (b) yang memiliki pengaruh yang signifikan, yaitu 0,049 dan besar pengaruhnya 0,291. variabel teknologi dan sistem informasi (a) juga memiliki pengaruh yang signifikan yaitu 0,077 tetapi pada tingkat kesalahan (α) = 10% dan besar pengaruhnya 0,260. implikasi hasil penelitian berdasarkan hasil pengujian tersebut, terlihat bahwa hanya variabel budaya organisasi (c) yang memberikan pengaruh yang signifikan terhadap kinerja manajemen (d) sehingga dapat disimpulkan bahwa: kinerja manajemen = f (budaya organisasi) artinya, jika ingin kinerja manajemen meningkat maka budaya organisasi harus ditingkatkan. untuk lebih melihat poin yang harus ditingkatkan dari masing-masing variabel, digunakan pendekatan customer satisfaction index (csi) pada diagram cartesius. pada model itu, dilihat perbandingan antara harapan (yang diukur dengan derajat kepentingan) dan kenyataan (yang diukur dari kinerja sesungguhnya). perangkat bantu yang dipakai adalah kuesioner. untuk masing-masing pertanyaan, dihitung meannya kemudian dihitung mean dari satu variabel yang terdiri dari mean beberapa pertanyaan. mean dari satu variabel digunakan untuk mendapatkan sumbu x dan y kemudian mean dari masing-masing pertanyaan dipetakan untuk penentuan kuadran. studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 131 gambar 3 diagram cartesius hasil pengolahannya dapat dilihat pada tabel di bawah ini. variabel teknologi dan sistem informasi grafik teknologi dan sistem informasi -0,30 -0,20 -0,10 0,00 0,10 0,20 0,30 -0,40 -0,20 0,00 0,20 0,40 0,60 kine rja k ep en ti n g an pa1 pa2 pa3 pa4 pa5 gambar 4 grafik hubungan antara kepentingan dan kinerja variabel teknologi dan sistem informasi pada tabel tersebut, item yang masuk pada kuadran “diperbaiki/ditingkatkan” adalah kelengkapan data dan informasi (a4) dan tingkat kebenaran data/keakuratan data (a5) sedangkan yang perlu “dipelihara” adalah kemudahan penggunaan teknologi dan sistem informasi (a2). variabel sistem manajemen mutu grafik sistem manajemen mutu -0,15 -0,10 -0,05 0,00 0,05 0,10 0,15 -0,20 -0,10 0,00 0,10 0,20 kine rja k ep en ti n g an pb6 pb7 pb8 pb9 pb10 gambar 5 grafik hubungan antara kepentingan dan kinerja variabel sistem manajemen mutu diperbaiki / ditingkatkan dipelihara / dipertahankan tidak perlu difollow up dlm waktu dekat sudah melebihi harapan / kepentingan responden 4 4 1 1 csi journal the winners, vol. 5 no. 2, september 2004: 114-136 132 pada tabel tersebut, item yang masuk pada kuadran “diperbaiki/ditingkatkan” adalah sosialisasi/tingkat pemahaman (b8) dan mekanisme feedback dari pelanggan (b9) sedangkan yang perlu “dipelihara” adalah kejelasan sistem manajemen mutu (b7). variabel budaya organisasi grafik budaya organisasi -0,30 -0,20 -0,10 0,00 0,10 0,20 -0,50 0,00 0,50 1,00 1,50 2,00 2,50 3,00 3,50 kinerja k ep en tin ga n pc11 pc12 pc13 pc14 pc15 pc16 pc17 pc18 pc19 gambar 6 grafik hubungan antara kepentingan dan kinerja variabel budaya organisasi pada tabel tersebut, item yang masuk pada kuadran “diperbaiki/ditingkatkan” adalah strategi (c13) sedangkan yang perlu “dipelihara” adalah visi dan misi (c11), tujuan dan sasaran (c12), koordinasi antar bagian (c14), kesepakatan/komitmen (c15), dan perhatian kepada pelanggan (c18). variabel kinerja manajemen grafik kinerja manajemen -0,30 -0,20 -0,10 0,00 0,10 0,20 -0,40 -0,30 -0,20 -0,10 0,00 0,10 0,20 0,30 0,40 kinerja k ep en tin ga n pd20 pd21 pd22 pd23 pd24 pd25 pd26 pd27 pd28 pd29 pd30 pd31 gambar 7 grafik hubungan antara kepentingan dan kinerja variabel kinerja manajemen pada tabel tersebut, item yang masuk pada kuadran “diperbaiki/ditingkatkan” adalah pelaksanaan manajemen sesuai ketentuan yang berlaku (d24) dan pelaksanaan manajemen sesuai dengan kompetensi manajer (d25) sedangkan yang perlu “dipelihara” adalah dorongan untuk meningkatkan kinerja manajer (d27), kompetensi manajer (d28), keterkaitan antara kinerja manajemen dengan tujuan organisasi (d30), dan keterkaitan antara kinerja manajemen dengan kepentingan pelanggan (d31). studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 133 penutup simpulan kinerja manajemen perguruan tinggi di ubinus sudah dilakukan pengukuran dengan konsep balanced scorecard, yaitu ubinus scorecard serta model kinerja untuk jurusan budaya organisasi sudah dirumuskan dan disosialisasikan dengan nama budaya mutu yang terdiri atas percaya kepada tuhan yang maha esa (trust in god), ketuntasan (sense of closure), perbaikan menerus (continuous improvement), penggunaan tolok ukur (benchmarking), dan kekeluargaan (sense of belonging). penggunaan teknologi dan sistem informasi di ubinus, khususnya untuk kepentingan kegiatan manajerial sudah banyak diwujudkan dengan adanya aplikasi khusus yang dapat dipakai. sistem manajemen mutu yang diimplementasikan di ubinus menggunakan standard iso-9000 versi 2000 dengan lingkup sertifikasinya proses desain kurikulum dan materi kuliah, operasional perkuliahan, pengajaran, dan penelitian pada program pendidikan diploma tiga, strata satu, dan strata dua. dari hasil pengolahan data, didapatkan kondisi sebagai berikut. 1. diantara variabel independen, yaitu teknologi dan sistem informasi, sistem manajemen mutu, dan budaya organisasi, ternyata pada tingkat kesalahan (�) = 5%, hanya variabel budaya organisasi yang mempunyai pengaruh siginifikan terhadap kinerja manajemen. jika pada tingkat kesalahan (�) = 10% maka kinerja manajemen di ubinus dipengaruhi secara signifikan oleh variabel budaya organisasi dan teknologi dan sistem informasi. 2. pada tingkat kesalahan (α) = 5%, terlihat bahwa variabel teknologi dan sistem informasi dan sistem manajemen mutu mempunyai hubungan korelasi yang signifikan dengan budaya organisasi, begitu juga sebaliknya. variabel teknologi dan sistem informasi memiliki hubungan korelasi yang signifikan dengan sistem manajemen mutu tetapi pada tingkat kesalahan (α) = 10%. dengan diagram cartesius, didapatkan 4 kondisi antara tingkat kepentingan dengan tingkat kinerja dari masing-masing variabel penelitian, yaitu kondisi 1 (yang perlu dipertahankan), kondisi 2 (yang perlu diperbaiki/ditingkatkan), kondisi 3 (yang tidak perlu di-follow up dalam waktu dekat), kondisi 4 (yang sudah melebihi harapan/kepentingan responden). dalam tabel di bawah ini, dirangkum masing-masing kondisi untuk masing-masing variabel penelitian. journal the winners, vol. 5 no. 2, september 2004: 114-136 134 tabel 8 rangkuman kondisi csi variabel kondisi 1 kondisi 2 kondisi 3 kondisi 4 teknologi dan sistem infirmasi kemudahan penggunaan (a2) kelengkapan data dan informasi (a4) tingkat kebenaran data / keakuratan data (a5) kelengkapan aplikasi utk kebutuhan proses bisnis keterbaruan / up to date (a1) sistem manajeme n mutu visi dan misi (c11) tujuan dan sasaran (c12) koordinasi antar bagian (c14) kesepakatan / komitmen (c15) perhatian kepada pelanggan (c18) strategi (c13) nilai-nilai inti (c16) pembelajaran organisasi (c19) perubahan yg terus menerus / continuous improvement (c17) budaya organisasi kejelasan (b7) sosialisasi / tingkat pemahaman (b8) mekanisme feedback dari pelanggan (b9) kelengkapan (b6) tindak lanjut pelaksanaan audit sistem (b10) kinerja manajeme n dorongan utk meningkatkan kinerja manajer (d27) kompetensi manajer (d28) keterkaitan antara kinerja manajemen dgn tujuan organisasi (d30) keterkaitan antara kinerja manajemen dgn kepentingan pelanggan (d31) pelaksanaan manajemen sesuai dengan ketentuan yang berlaku (d24) pelaksanaan manajemen sesuai dengan kompetensi manajer (d25) perumusan peraturan akademi (d20) perumusan standar kinerja manajemen (d21) perumusan dan pengisian jabatan penting (d22) peluang yg menfasilitasi kinerja manajemen (d23) dorongan dalam memanfaatka n peluang organisasi (d26) kinerja manajer (d29) studi tentang pengaruh penggunaan… (harjanto prabowo; dkk) 135 saran 1. untuk meningkatkan kinerja manajemen di ubinus, perlu dilakukan langkah untuk meningkatkan kualitas budaya organisasi dengan tidak mengabaikan kondisi teknologi dan sistem informasi serta sistem manajemen mutu. 2. untuk meningkatkan kualitas penelitian, perlu dilakukan penyempurnaan dalam hal model paradigma penelitian sehingga akan didapatkan variabel lain yang mempengaruhi kinerja manajemen. 3. untuk memberikan manfaat yang lebih, bagi peneliti berikutnya dapat melakukan model penelitian ini di beberapa perguruan tinggi sehingga dapat diambil generalisasi atau simpulan. daftar pustaka besanko, david, dranove david, and shanley mark. 2000. economics of strategy. john wiley & sons. best, roger j. 1999. market based management. second edition. prentice hall. callo, jack d. 1996. competitive advantage through information technology. singapore: mcgraw hill. cooper, donald r. and c. william emory. 1999. metode penelitian bisnis. edisi kelima. jakarta: erlangga. craven, david w. 2000. strategic marketing. sixth edition. irwin-mcgraw-hill. dess, gregory g. and alex miller. 1993. strategic management. singapore: macgrawhill. dikti. “kerangka pengembangan pendidikan tinggi jangka panjang 1996-2005” www.dikti.org.id frederick, william c., post james e., and davis keith. 1992. business and society: corporate strategy, public policy, ethics. seventh edition. mcgraw hill. indrajit, richardus eko. 2000. pengantar konsep dasar manajemen sistem informasi dan teknologi informasi. jakarta: pt elex media komputindo. lovelock, christopher. 2001. service marketing: people, technology, strategy. fourth edition. prentice hall international. journal the winners, vol. 5 no. 2, september 2004: 114-136 136 lupiyoadi, rambat. 2001. manajemen pemasaran jasa: teori dan praktek. jakarta: salemba empat. pearce, a john ii and richard b robinson, jr. 1991. strategic management, formulation, implementation, and control. boston: irwin. porter, michael e. 1990. the competitive advantage of nations. new york: the free press. porter, michael e. 1985. the competitive advantage: creating and sustaining superior performance. new york: the free press. prabowo, harjanto. 1999. “konsep dan model sistem manajemen mutu perguruan tinggi,” makalah seminar. prabowo, harjanto. 2000. “penerapan budaya mutu di universitas bina nusantara,” makalah seminar. rianto, bibit. 2001. “mutu universitas bina nusantara sebagai perguruan tinggi swasta,” disertasi. suhendro, bambang. 1996. “pengelolaan perguruan tinggi dalam menuju peningkatan kualitas yang berkelanjutan.” makalah seminar management of higher education: anticipating the year 2020, jakarta, 27-28 nopember 1996. tampubolon, daulat p. 2001. perguruan tinggi bermutu: paradigma baru manajemen pendidikan tinggi menghadapi tantangan abad 21. jakarta: pt gramedia pustaka utama. medical economics end …… (john romanach; walter e. block) 43 medical economics end food and drug administration (fda) and their impacts on public health john romanach1; walter e. block2 1joseph a. butt, s. j. college of business, loyola university new orleans, 6363 st. charles avenue, new orleans, la 70118 2harold e. wirth eminent scholar endowed chair and professor of economics, joseph a. butt, s. j. college of business, loyola university new orleans, 6363 st. charles avenue, box 15, miller hall 318, new orleans, la 70118 1jfromana@loyno.edu; 2wblock@loyno.edu abstract the aim of this research was to know what fda was done to get pure food and drug. was it to put all the eggs in one basket and entrust the objective to a monopolistic agency which suffered no financial losses when it errors or would the writer was better off relying on a private, competitive certification industry, the firms of which can earn profits for accurate assessments and losses for erroneous ones? ensuring the quality of pharmaceuticals was concerned, the best and most efficient means toward that end was reliance on free enterprise. the method used was the literature review by applying what the authors knew about the difference between competition and monopoly to an arena where all too seldom was it applied. it finds that the fda cannot eliminate risk; only deny people from taking the calculated risk in the hope of curing disease. legislation such as the compassionate freedom of choice act has been introduced with the intention of empowering patients to make informed decisions and allow them to take drugs not approved by the fda. keywords: medical economics,food and drug administration, pharmaceuticals, free enterprise introduction the food and drug administration first took on its role as a regulator for interstate commerce regarding food and drugs with the passing of the 1906 pure food and drugs act (fda, 2015). this law is passed to prohibit the misbranding and mislabeling of food and drugs sold across state lines. since then, the fda has become increasingly more involved in the regulation of food and drugs in the united states. the u.s. food, drug, and cosmetics act of 1938 granted the power to fda to premarket evaluations for the first time (fda, 2015). the law allows the fda to block drugs from entering the market if it does not pass certain tests. this enormous power entrusts to the fda has had serious negative repercussions, such as bureaucratic incentives to not approve drugs and increasing the time it takes to introduce them to the market. the fda’s banning of helpful products and the delayed process of approving them is responsible for the deaths of thousands of americans each year. the legislation allows terminally ill patients to have access to remedies that are not certified by the fda has been introduced in the house of representatives. the purpose of this section is to explore the shortcomings of the fda, evaluate whether this organization creates any benefit to americans, and offer a libertarian perspective for alternative food regulation (becker, 2002; goodman, 2011; gottlieb, 2010; henninger, 1990; higgs, 1994; hoppe, 1993; kaitin et al., 1987; klein and tabarrok, (n.d.); peltzman, 1973, 1974; 1987a, 1987b, 2005; sardi, 2007; spiro, 2012; steinreich, 2005). mailto:jfromana@loyno.edu mailto:wblock@loyno.edu 44 journal the winners, vol. 18 no. 1, march 2017: 43-48 the writer can explain the incentives of fda bureaucrats by distinguishing between two the types of errors they could commit. a type 1 error is passing a drug that ultimately ends up having negative effects and harms the public (the false positive). the type 2 error is refusing to approve a drug that is safe (the false negative). in either case, the public is worse off. the bureaucrats’ self-interest is more likely to lead them to commit the type 2 error, rather than type 1. by committing the latter, the negative repercussions will be worse than committing the former. for example, if a drug is accepted by the fda that kills people, the public will be much more aware of the direct decision making made by the bureaucrat, and it will likely lose his job. in comparison, by not approving of a helpful drug that could save lives, fewer people will be aware of this failure on their part, and those most affected by the decision will probably never miss it. the fda is more likely not to approve a drug than approving it because it is less risky. friedman (2012) explains, as a bureaucrat, the self-interest lies in taking all kinds of chances of failing to approve a good drug to reduce the chance that will approve of a bad drug. those who approve the fewest number of drugs are likely to stay in power longest. this leads to an fda mostly filled with bureaucrats who commit type 2 errors. the result is the deaths of thousands of americans each year. in the authors’ point of view, it is unwise in the extreme to place any great reliance on a governmental monopoly institution such as the fda to ensure the quality of these goods. it is far better to rely on the competitive institutions of the free enterprise system. in the former case, there is no automatic penalty for errors, as there is in the latter. also, the profit system awards those firms in the private food and drug certification industry for accurate evaluations. thus, they can expand their base of operation, replacing those prone to error. the burden of part ii is to defend the proposition that the private profit and loss institutions of laissez-faire capitalism. the authors’ best guarantee of the quality of medicines that is claimed by the food and drug authority. the government’s attempt to attain this goal, not only has been a dismal failure but that this is a necessary condition. methods the research applied qualitative method with the literature review style. for the references, the writer cited and clarified the cases in the american setting by showing the differences between competition and monopoly concerning fda roles and the administration of food and drug to support public health. results and discussions the drug bristol-myers squibbs’ yervoy (ipilimunab) is an example of the case that is handled by fda. this medication is used to treat melanoma, the deadliest form of skin cancer, which claims 8,700 lives per year according to the national cancer institute. the fda takes a year and a half to approve it. goodman (2011) explains that 46% of the subjects taking the drug were alive one year later, and 20% were alive two years later. in the control group, only 25% survived one year, and 14% two years. the difference between 46% and 25% is 21%. 21% of 8,700 is 1,827 lives. similarly, the difference between 20% and 14% is 6% or 522 of 1827 lives. this shows how a type 2 error made by the fda cost 1,827 of americans to lose one year of their life and 522 people to lose the second year. no one should underestimate how extreme the consequences can be from just a year and a half of postponing the use of a single medicine. a similar example of a type 2 error responsible for the death of thousands of americans is the four-year delay of the approval of pirfenidone, a product used to cure idiopathic pulmonary fibrosis. this lung disease is medical economics end …… (john romanach; walter e. block) 45 responsible for the death of more than 150.000 americans according to dr. henry i. miller, the founding director of the fda’s office of biotechnology (as cited in harris, 2014). this drug treatment has already been approved in europe, japan, canada, and china. it is impossible to calculate all the lives that have been lost to type 2 errors because potentially life-saving drugs will never make it to the market. lives are not only lost due to delays from regulation, but also by the elevated cost. speaking of which, yet another way in which the fda harms the public is by increasing the price of drugs. the fda does this by requiring research and developers to meet increasingly higher and higher standards for approval. as a result, companies must spend more time and money to receive the imprimatur of this regulatory busy body. the kefauver harris amendment of 1962 is an example of this kind of regulation. this enactment comes about as a response to the worldwide thalidomide crisis. this is a medicine that is used to treat morning sickness in pregnant women. the drug, however, leads to birth defects in over 10,000 children in 46 countries (bren, 2001). as a response, the kefauver harris amendment is passed, which required pharmaceutical companies to prove the efficacy of their offering, or the ability to produce a desired or intended result. this new rule has caused the process of approval to become much longer and costlier. before the amendment, the average time from the filing of an investigational new drug application (ind) to approval was seven months. by 1998, it took an average of 7,3 years from the date of filing to the final decision (peltzman, 1973). it is impossible to quantify the amount lives that could have been saved if this regulation did not exist. it does not only require more time on average for drugs to be approved but also costs the industry more money. becker (2002) states that the typical drug undergoes about 30 clinical trials that involve some 3000 patients. now, it must go through more than 60 clinical trials with almost 6.000 patients. studies indicate that the need to conduct these various stages of clinical trials adds almost 40% to the cost of r&d for a new drug. such a dramatic increase in the cost to supply drugs will undoubtedly raise the price paid by consumers. some drugs may take less time and money than others. the point is the fda makes all of them more expensive than they otherwise would be. the fda is regarded by many as an agency that keeps safe because its intentions may be good, but these regulations are the reason why many do not receive helpful drugs in time and cost-efficient manner. it is because the drugs must receive the fda approval to be administered to patients. if the latter is given a choice to take a risky but potentially life-saving drug that is not approved by the fda, would they take it? does the fda make consumers better or worse-off by banning drugs? higgs (1994) answers these questions by asserting that risk is inevitable in a market. he states that just banishing risk, whether by regulation or otherwise, is not a feasible option. this means that no matter how much the regulation a government attempts to impose, the individual will still have to bear some risk. suppose an individual does not know about a risk associated with a product. the consumer may well be better off knowing about the risks than not knowing them. perhaps the individual may have chosen not to consume the product if he/she is aware of the risks. higgs asserts that banning the product is quite different from giving the new information. by simply denying the option to consume, fda has made the patients worse off, because fda has removed the patient's most preferred object of choice from the set of alternatives open to the patients. this distinction has direct implications to fda outlawing drugs. the risk of taking an unapproved drug could still leave a patient better off than not doing so. by enforcing regulations, the fda limits the ability of patients to assume risk in the hope of treating illness. this paternalistic behavior on the part of the fda ultimately renders consumers of drugs worse off by limiting their ability to take on risk. higgs (1994) concludes that nothing in economic theory is correctly understood, supports the imposition of product bans such as those enforced by the fda through its testing requirements. the bans help no consumer; they hurt some consumers. political changes may be underway to help reduce the damage caused by the fda. the point is if the fda is 46 journal the winners, vol. 18 no. 1, march 2017: 43-48 limited to recommend, rather than prohibiting, the harm it causes would be greatly attenuated. even better, of course, would be to end it entirely. the legislation has been proposed to give terminally ill patients the freedom to take the drugs that are not certified by the fda. the compassionate freedom of choice act of 2015 attempts to give terminally ill patients this long-denied precious freedom. the bill states fda shall not implement or enforce any provision of law preventing or restricting, the manufacture, importation, distribution, or sale of an investigational drug or device intended for use by a terminally ill patient in accordance with subsection (b) that describe as criteria for the terminally ill patient. this law is still in its introductory state and has not yet been passed in neither the house of representatives nor the senate. this bill has serious implications for terminally ill patients because it allows patients to choose to take drugs that are not approved by the fda. this type of legislation can help fight the paternalistic behavior of the fda and grant terminally ill patients more freedom in their consumption decision-making. consumers would be better off under a system in which they have the liberty to take whichever drugs they please and had better information about the safety of drugs. all people should enjoy the freedom of choice. although, we readily concede that it is particularly grievous not to all those with only a few weeks to live to throw the dice in one last attempt to save their lives. only a government bureaucracy could impose such a harsh rule on the helpless. such freedoms could be achieved under a libertarian system of third-party food and drug safety agencies. many people may wonder how food and drugs could be regulated without the government. they might also wonder who could be trusted to ensure the safety of food and drugs other than the state apparatus. fortunately for consumers, there are some libertarian alternatives to the fda that already exist. these could be applied to drugs as well if the laws were to change. different private agencies already regulate the food industry in their unique ways. whole foods, for example, have privately developed a system for rating the welfare of farm animals. the 5-step animal welfare rating standards (2016) gives information about the conditions the animal lived in before being butchered and brought to the store. animals with a low rating meet minimal standards, such as cages big enough for animals to walk around. the higher the rating, the better the conditions in which the animals raised. the conditions include no crates, enriched environments, outdoor access, space to roam, physical alterations, and entire life on the same farm (animal welfare standards, 2016). cuts of meat with the highest ratings will come from animals that lived their entire lives on the same farm. whole foods introduced this system as a response to the market, rather than out of legal obligation. shoppers at whole foods are conscious about the source and quality of their meat products. nor can the authors ignore such institutions as yelp, consumers’ reports and good housekeeping seals of approval. other private food rating agencies would also come into being under a libertarian system. the point is there is a general acceptance of the adage that competition brings about a better-quality product at a lower price. this great insight should not be applied in rating the quality of pharmaceutical products. if the acme certification agency makes a type 1 or 2 error, it will lose money and soon go bankrupt, if it keeps up with the error of its ways. this is all to the good, since, its departure would leave more room for more effective market participants. but when the fda acts erroneously, does it lose money? is it in any danger of going bankrupt? the reason the authors have pretty good quality and reasonably low prices for shoes, ships, and sealing wax is this self-same market process. why do not apply it to drugs, where it is needed even the more? private food rating agencies could inspect and rank food based on the criteria consumers demand. if consumers want food that is locally grown and organic, then the private certification firms could respond by including these criteria in their ratings. on the contrary, if consumers do not care about the conditions in which their food produced, they can purchase groceries and drugs that are not organic or grown locally. these private companies would compete against each other. the private companies would incentivize them to respond the consumer preferences to achieve good ratings, to earn profits, and thus stay in business. these agencies would also be encouraged not to lie or deceive because if they medical economics end …… (john romanach; walter e. block) 47 caught their reputations will be ruined and neither food sellers nor food buyers will want the ratings of the deceptive agencies. this same system of private third-party rating agencies can also apply to drug safety. there is a danger they could be bought off by unscrupulous drug companies, and paid to give good ratings. but the identical risk occurs in the so-called public sector. the only difference is that under capitalism, any company that besmirched itself in this way would risk losing all its capital. this vulnerability exists only in a greatly attenuated manner in government bureaus, if at all. a libertarian society would allow for many different private drug safety agencies, rather than depending on a single-government-run agency. good investment advice always includes diversification. this investment would apply in the present context in spades. conclusions the fda is weighing down the american economy; at least a significant part of it. the incentive of fda bureaucrats is to commit type 2 errors, which is to not pass helpful drugs in the fear that they may have some negative side effects. these type 2 errors are responsible for the deaths of thousands of americans each year. by banning risky drugs, the fda does not make patients better off; it simply limits their ability to make their own informed decisions. the fda cannot eliminate risk; only deny people from taking the calculated risk in the hope of curing disease. legislation such as the compassionate freedom of choice act has been introduced with the intention of empowering patients to make informed decisions and allow them to take drugs not approved by the fda. the libertarian system under which many different food and drug rating agencies compete against each other would benefit consumers by providing more information, reducing time and money needed to approve drugs, and allowing consumers to take on risk on their accounts, with professional help from the private sector. references animal welfare standards. 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https://seekingalpha.com/article/856731-what-do-ron-paul-northwest-biotherapeutics-and-novartis-have-in-common http://mises.org/daily/1805 microsoft word 03_mn_son wandrial_rev2 the relationship of mbti and student …… (son wandrial) 103  the relationship of mbti and student gpa score in binus management class 2015 son wandrial management department, school of business management, bina nusantara university, jln. k.h. syahdan no.9, palmerah, jakarta barat, 11480 snowalrival@yahoo.com abstract this article identified the personality type of students by using mbti models. there are 16 personality types in the mbti. the method applied was the mbti approach where the type and composition of the questions related to the mbti were taken from the daft’s book. questionnaires were distributed through discussion forum binusmaya to all students in three classes that the writer taught. the questionnaires were distributed through discussion forums, and there were about 158 students, but only 143 students who returned it. there were 41 male students and 102 female students. the result shows that the majority of students have approximately 51,04% introvert type and 58,04 % of students have the sensing type. the students with gpa more than 3,5 are isfj type. keyword: mbti, personality type, gpa introduction in interacting with others, nature and human behavior can be different; a simple example is the writer could see the students’ behavior in the class as diverse. there are diligent students that always come on time, while there are students who are always late. there are also students who always sit in the front row, while others prefer to sit close to the wall at the back of the class. as a lecturer, the writer would often find the students who always have a chat with friends, especially those who sit in the back row, also many of those who pay attention and take notes when the lecturer explained the lecture material. there are also classes where many students who have rated above average and some are below. it is very diverse properties and behavior of students that the writer meets in the classroom. the writer’s teaching experience in two parallel classes that students show different behavior. for example, there is one subject that uses five textbooks, while there is one class that almost all students can have four of five textbooks that used in accordance syllabus, while students in the other class can only have two textbooks, whereas all of the books can be purchased at the book store. in the assessment of the middle or end of term exams, the first class to have a score that is much better than the second class, as well as in terms of presentation of the course material. if you want to change a person's behavior, it must first change the mindset of the person. if the mindset has not changed, then the behavior will be difficult to change. the diverse behavior of the students, especially the negative behavior will have an impact on the effectiveness of learning in the classroom. if the classroom atmosphere is quiet and gets a full response from the student, then this is the ideal condition desired by the faculty and the students themselves. this article tries to understand what the background of the student's behavior using cognitive approach (cognitive style) to identify the type of personality of students by using a model of the 104   journal the winners, vol. 17 no. 2, september 2016: 103-112 mbti. by understanding the type of personality of students then faculty can design appropriate forms of learning so that the student's behavior could have been better and the learning objectives will be achieved. also, this article is to determine the relationship mbti with a gpa of students, especially students with a gpa above 3,5. methods many experts are conducting research on human behavior and concluding several factors that can be used as a determinant of nature and human behavior, such as personality, the value that is believed, motivation, and cognitive style (cognitive style). daft (2005) has mentioned there are two approaches in cognitive style, like herman whole brain model and myers-briggs type indicator (mbti). this article uses the mbti approach where the type and composition of the questions related to the mbti are taken from the daft’s book. questionnaires are distributed through discussion forum binusmaya to all students in three classes that the writer teaches. the writer asks students to download, print, and fill out the questionnaire. there are 32 standard questions in the questionnaire, and the students are asked to choose one of two answers that provided for each question. furthermore, students return all the questionnaires that have been answered and then they are calculated and given a score to the answers that given in accordance with the four parts of the mbti if the student is in the category of extrovert/introvert, sensing/intuitive, thinking/feeling, and judging/perceiving. the scoring explanation for each answer is already available in daft’s book. after scoring is completed, it will be seen the form of the personality of the students based on the combination of all four sections of the mbti, such as estj (extrovert sensing thinking judging) or intp (introverted intuition thinking perceiving). there are 16 forms a combination of personality. there are many tools that can be used to understand the human personality, one of them is developed by katharine briggs and isabel myers during world war ii. it can be seen in figure 1. figure 1 grouping mbti the relationship of mbti and student …… (son wandrial) 105  they both come from the united states and develop a theory of personality from the concept of carl jung, the swiss psychologist, and give birth to the myers-briggs type indicator (mbti). mbti history begins with carl jung, the founder of analytical psychology (wang et al., 2012). jung has believed that people get energy from the outside world (extraversion) or their own internal world (introversion). he also observed that people retrieve information (perceiving) or organizing information and lead to the conclusion (judging). although at first, this indicator is used to the world of work but in its development, it can be used in various aspects of life such as work, school, and social community. there are 16 mbti personality types, which is an indication of one's personality, of course once before through a test. table 1 shows the description scale of mbti preferences. table 1 description scale of mbti preferences scale descriptions e/i energy sources – extraversion/introversion extraversion (e), they enjoy the time spent with more people and feel less comfortable to spend time alone. refers to the act or the circumstances in which a person's energy is obtained from the outside world. extraverts enjoy socializing and tend to be more enthusiastic, assertive, active speaking. introversion (i), introverts prefer self-reflection rather than social interaction. they also prefer to observe before participating in an activity. introverts tend to be quiet, 'peace', and reserved. note: introverts prefer individual activities over community activities, not to be mistaken with shy people are afraid of social situations. s/n – perceiving mental function: "data gathering" (what do you first notice?) sensing (s), refers to the processing of data through the five senses. sensing the type of people focus on the present and prefer to "learn by doing". they are concrete thinkers who know the details. they are more excited by the practical use of an object / idea than the theory behind it. intuition (i), they easily see the big picture rather than the details. it refers to how individuals process the data. people type that have sharper intuitive for meaning and patterns behind the information. an intuitive type of person is more focused on how this time will affect the future. they have been able to understand the different possibilities and abstract concepts. t/f judging mental function: "decision making" (how do you prefer to make decisions?) thinking (t), thinking type person is a person who objectively and bases their decisions on logic and real facts. it refers to the likewhere people make decisions. they tend to analyze the pros and cons of the situation and inconsistencies. they prefer to be task-oriented. feeling (f), people are more subjective taste. they base their decisions on principles and personal values. when making decisions, they consider the feelings of others. it is best to maintain harmony among the group. they are more governed by their hearts. scale descriptions j/p – orientation (how people express perceptions or judgments in the outer world) judging (j), people of this type have a tendency to organized and quick. referring to how the outwardly present themselves when making decisions. they prefer to choose the sequence outlined a schedule for the work. they are more oriented on the ending result rather than the process. perceiving (p), prefer flexibility and live their life with spontaneity. they do not like the structure and prefer to airadaptation to the new circumstances of the plan for it. they tend to be open to new options and experiences. when working on a pro-project, they enjoy the process rather than results. 106   journal the winners, vol. 17 no. 2, september 2016: 103-112 there are 16 personality types in mbti. each personality type is a combination of four letters, which has its own meaning. personality classification shows system dynamics and complex relationships of personality. the first and fourth letters indicate the attitude or orientation because they have to do with how a person interacts with the world. the second and third letters show mental function because it is the basis of how the brain works. two letters in the middle are called the pairing function. individual personality type is described as one of the sixteen possible combinations of these preferences. for example, an entp would have a preference for extraversion, intuition, thinking, and perception. explanation of each personality type can be seen in table 2. table 2 16 mbti personality types sensing types intuitive types in tr o v er ts istj quiet & their distinctive trait is reliable. humble and very thought of responsibility. they will always try to fulfill the commitments that they launched. they are the ones who tend to keep quiet and serious, they do not say much, but a good listener. they are careful, reserved and demanding. value traditions and loyalty. isfj thorough, accurate and painstaking. committed and steady in the meeting. the persons are warm and helpful. self-effacing; they prefer to finish their work outside the spotlight. the highest satisfaction when they are making themselves useful and taking care of other people. they do their job very seriously and have a prominent organizing talent. infj want to understand what motivates people. those people are essentially warm and understanding. they have a strong understanding of human nature. synchronizers, recognizable from his complex personality and has so many thoughts and feelings. having the desire to understand the things that motivate and inspire people. conscientious and committed to the values of where it is located. intj original mind and great drives for implementing the ideas. they are very conscious of their own strength and not doubt their ability. they are usually confident and not allow themselves disrupted by conflict and criticism. people personality type is usually very successful career as they have both the competence and determination. they are people who are analytical and witty, skeptical, and independent. istp tolerant and flexible, observers. they maintain their own individuality and are happy to apply their skills to new tasks. they are people who are quiet and realistic, very rational, and very firm. they are not particularly fond of obligations; but if you give them space, they are the ones that are not really complicated, sociable and jovial. believes in themselves and are very independent. organize facts using logical principles, values efficiency. isfp friendly, sensitive and kind, enjoy the present moment. with the optimistic nature and does not talk much. they are people who are gentle, modest, and reserved. they also are good listeners who frequently searched for, and others feel comfortable accompanied them. they handled the daily life well and liked their privacy. this type is the most likable and most friendly of all personality types. enjoyed the current state and what happens to the environment. infp in the workplace, this type is a friend and partner who likes to help and loyal. very cautious and therefore appear shy and reserved to others. they share their rich emotional life as well as their strong opinions with very few people. but people often misjudge their cool and reserved. seek to understand people and to help them fulfill their potential. curious, quick to see possibilities, can be catalysts. intp want to know what holds the world together deep down inside. seek to develop the logical explanation. timid and not very talkative. they like to get to the bottom of things; curiosity is their biggest boost. they do not need much more to their happiness because, for they are the ones who are humble. have unusual ability to focus in depth to solve problems in the area of interest. the relationship of mbti and student …… (son wandrial) 107  table 2 16 mbti personality types (continued) sensing types intuitive types e x tr a v er ts estp flexible and tolerant, theories and conceptual explanation bore them. they are full of charm, full of energy, real actors, jolly and spontaneous. they have ideas and a clear vision despite being in a difficult situation. this makes them known as fixers. a pragmatic approach to gets the results. focus on the here and now, spontaneous, enjoy each moment that could make it active with others. esfp outgoing, friendly and accepting. they are people who are happy. they enjoy being with other people. intelligent, articulate, witty and full of charm, they like to be the center of attention. they are not afraid of things they do not know: because they are flexible and creative, they quickly adjust to new situations and used it well. using reason and realistic approach. flexible and spontaneous, and quickly adapt to the new environment. enfp enthusiastic warm and imaginative. they are people who are creative, cheerful and open-minded. they are full of humor and spread the spirit of enjoying life. this personality type is a keen observer and alert; they will not miss any of the events around them. this type is very proud of its independence, both inside as well as outward, and do not like to accept a subordinate role. therefore they have a problem with the hierarchy and authority. entp full of energy and love to take a position in the center of attention. they loved the diversity in both the professional and personal lives. fast, has a brilliant idea, encouraging and talkative. having a passion for solving new problems and challenges. accepting the possibility keep and analyze it. bored with the routine. estj happy to assume the responsibility and welcome challenges. they are stable and reliable. contact with outsiders is very important to them; they easily blend and very active. this type is often found in executive positions as they combine commitment, competence, and ability to function. practical, realistic, using the fact. accurate, fast moves to implement the decision. esfj they are always willing to appreciate the good qualities of others and to forgive the weakness of the man. they are a popular people are full of energy. they are reliable, well-organized, and are happy to help. they are the most sociable of all personality types. social contacts are very important to them. this type shows their feelings openly and honestly. their strength lies in themselves conscientious and reliable and not on their flexibility and spontaneity. enfj extrovert and helpful. others think they are very friendly and inspiring, especially because they always want to see the best in others. a sense of humor, energy, and optimism they attract others. warm, empathetic, responsive and accountable. they are always trying to fit in with everybody and want their relationships harmonious and satisfying. her emotions quickly influenced by the needs and motivations of others. entj this type is born as a leader, competent, energetic and responsible. confident and independent. they radiate enthusiasm and energy. this type pursues their objectives actively and energetically. there's nothing they love more in-banding new challenges. well informed, read, happy to increase knowledge and share it with others. honestly, quick decision-making. results and discussions the questionnaires are distributed through discussion forums and there are about 158 students, but only 143 students who returned it. there are 41 male students and 102 female students. the results are shown in table 3. tabel 3 extrovert introvert composition male female extrovert 25 43 introvert 18 57 the findings based on the table 3 conclude that extrovert and introvert personality is more common in women than men students and more introvert female students than extrovert. therefore, this shows the conditions in which classes are dominated by students who behave in a quieter and 108   journal the winners, vol. 17 no. 2, september 2016: 103-112 more attention to the lesson. with this condition then certainly the classroom atmosphere will be relatively quiet and comfortable place to study. tabel 4 thinking feeling composition male female thinking 15 30 feeling 26 72 interestingly in decision making, there are more male students that rely on feelings in decision making rather than logic (thinking). the writers certainly knows that 80% of men are dominated by the left brain (logic) and 80% of women are dominated by the right brain (feeling). the male should rely more on logic (thinking) for the decision but from the results of this study (table 4). it indicates that in this classroom is much more a man who used feelings before deciding something, that means they are more considerate of others' feelings, subjectively and trying to maintain harmony. as for the female students show ideal conditions where the use of thinking is lower, and the use of feeling are higher, as this is the ideal condition for women. table 5 shows the mbti results of management class in bina nusantara university. table 5 mbti results of management class binus sensing types intuitive types in tr o v er ts istj 10 students isfj 16 students infj 9 students intj 6 students 73 students 51,04% istp 7 students isfp 13 students infp 8 students intp 4 students e x tr a v er ts estp 4 students esfp 12 students enfp 12 students entp 3 students 70 students 48,96% estj 3 students esfj 18 students enfj 10 students entj 8 students 83 students 58,04% 60 students 41,96% from the above results can be seen mapping 16 mbti personality types, where the majority of students are introvert approximately 51,04%, this means that they are students who prefer to work in an activity that is individual rather than social interaction. sensing types students are the majority, that is 83 people or 58,04%, this means that they are students who are happy with a complete learning experience through processing through her senses, they do not like the heavy instruction in abstractions such theories and mathematical models. while intuitors like instruction emphasizes conceptual understanding. the relationship of mbti and student …… (son wandrial) 109  figure 2 mbti graph test results of management grade binus in figure 2, it can be seen the majority of the students’ personality is esfj (extrovert sensing feeling judging). it is 18 students or 12,58% of the total students surveyed. an explanation of these personality types can be seen in table 6. table 6 results of mbti with students’ gpa ipk introvert extrovert sensing intuiting thinking feeling judging perceiving < 2,50 13 14 17 10 7 20 19 18 esfj 2,51 – 3,00 29 31 31 29 17 43 29 31 esfp 3,01 – 3,50 17 16 19 14 11 22 16 17 isfp > 3,50 13 9 14 8 10 12 16 6 isfj table 6 shows that the students with gpa below 3,00 are mostly extrovert, the opposite of the students with a gpa above 3,00 are most have introvert personality. this means that they prefer individual activities and in processing the information, they have sensing types and are more relying on the five senses to absorb the lessons. uniquely in making decisions, many students who have feeling based, and it is probably because the majority of respondents are women. figure 3 students type graph with a gpa above 3,5 110   journal the winners, vol. 17 no. 2, september 2016: 103-112 figure 3 indicates that the majority of students with gpa above 3,5 have the type of isfj (introverted sensing feeling judging). they are individuals who are warm and helpful. they do their job very seriously and have a prominent organizing talent. the highest satisfaction is when they make themselves useful and taking care of other people. but they self-effacing; they prefer to finish their work without the spotlight. they are a real workaholic, quiet, friendly, responsible, and conscientious. they care about the feelings of others are trying hard to make harmony in the home and work environments. conclusions the final conclusion is students with gpa above 3,5 majority are introverted, sensing, feeling, judging. purposes of implementing the mbti are to identify the strengths and weaknesses of the individual as well as others. mbti is created to facilitate the understanding and appreciation of the differences between people. no type of behavior is better than others. in the application of the firstclass management, mbti is very useful to understand the personality type of the students and we can design a model of lecture or classroom atmosphere that can create classroom conditions more conducive to active and cooperative learning (tyagi, 2008). the mbti test should be done at the beginning of the semester so the professor could understand the personality types of students that they teach and be able to design more effective lectures. references daft, r. (2005). the leadership experience (3rd ed). thomson south western. tyagi, a. (2008). personality profiles identification using mbti test for management students: an empirical study. journal of the indian academy of applied psychology, 34(1), 151-162. wang, c., carney, s., parawan, j. (2012). myers-briggs type indicator manual. wc personality, inc. the relationship of mbti and student …… (son wandrial) 111  112   journal the winners, vol. 17 no. 2, september 2016: 103-112 organizational learning (ol) and strategy …… (agustian budi prasetya) 25 organizational learning (ol) and strategy: information processing approach to perform strategic choice analysis agustian budi prasetya management graduate department, bina nusantara university jln. k. h. syahdan no. 9, palmerah, jakarta 11480, indonesia agustian.prasetya@binus.ac.id abstract study of organizational learning (ol) required to discuss the issue of strategy to understand company’s organizational knowledge and how company applied the organizational knowledge toward the changing of the environment. method of the analysis for this research was based on desk research thoroughly on the existing literature. this research analyzed the viewpoints of different researchers in ol and elaborates the information processing abilities approach of ol. based on desk research on literature, the research discussed information processing approach to explain ol and strategy choice by describing the importance of information and assumptions, the activities of knowledge acquisition, interpreting and distribution of the knowledge, typology of exploitation and exploration learning. it proposed the importance of the company to perform alignment between internal managerial process arrangement and external environment while doing the learning, based on the strategic choice space, as theatrical clustering map of the learning, the fit, the alignment, and the alliances of the organization. this research finds that the strategic space might help the analysis of balancing between exploitation and exploration learning while applying the analysis of varied firm characteristics, strategic orientation, and industrial environments. keywords: organizational learning, strategic choice, alignment, strategy space, information processing introduction in this dynamic business environment, an organization needs to change, learn, and implement those change. in this sense study of learning that the organization has gained, it is important to keep the organization transform itself in line with the environment (farrukh & waheed, 2015). as it is studied in the organization field, the terminology of learning organization also complementary with the ol. those are relevant to explain organization phenomenon as those are studied by several scholars. burnes, cooper, and west (2003) have said the organization that is good at ol is a learning organization. ol is a concept that used to describe a certain type of activity. it takes place in an organization while the learning organization refers to an organization in and of itself. further, he underlines the meaning of ol as a type of activities that become learning organization by involving systematically and synergetic for every member of the organization, therefore, the organization is able to transform itself continuously. curado (2006) has mentioned that the challenge of ol studies is the incorporating discussion of organization design and its strategy. it urges to cover discussion of organizational structure as the contingent factors of the organization strategy and its alignment arrangement based on what company learn about the environment. in this sense, it is necessary to understand about learning comprehension as a sense of direction and about changing where the company to compete and excel. the strategy is about applying the direction of the future of the organization by conducting the organization. the idea of applying what organization learns to anticipate and create the future would be the contribution of strategy in getting the business firm moving forward (dubrin, 2010). 26 journal the winners, vol. 18 no. 1, march 2017: 25-32 this research presents an analysis of ol about the strategic choices, the important fit between organization and environment, and the alignment of the internal resources arrangement and the dynamic external business environment. strategic choice is choosing which company gains competitive advantage and exploits opportunities in the organization (barney & hesterly, 2015). the successful organization performs strategy fit with the organizational environment and supports that strategy with structural design and appropriate management process (rhys et al., 2008). it keeps various fine-tuning pieces of strategy, adjusts and response unfolding events (anderson & simester, 2011). therefore, schumpeter (2015) has metaphorically said the strategic choice would rather a palate of plans since choosing a strategy is a lot more complex for the organization that it used to be. the analysis would discuss theoretical issues of the ol in the context of strategic choices and would promote an ol approach that is applying into theatrical strategic space for further research. in doing so, the article might answer these following questions, such as (1) what makes an ol approach available for promoting strategic choices of the organization? (2) how ol approach necessary for the organization strategy space discussion? methods method of the analysis for this research is based on desk research thoroughly on the existing literature. this research analyzes the viewpoints of different researchers in ol and elaborates the information processing abilities approach of ol. the author also analyzes the typology of ol from the james g. march (1991) of exploitation and exploration ol. exploitation in this research refers to the activities of an organization to reduce the variation in the organization such as standardization that dedicated to improving the efficiency, reliability, risk aversion, and emulation of success. while ol of exploration refers to the increasing the variation in the organizational process of the organization through task, duties, and function for innovation (schermerhorn et al., 2012). it also analyzes the model of strategic choice of raymond e. miles and charles c. snow (1984) that is applying into the strategic space (burton, obel, & desanctic, 2009) and ol and strategic choice as corporate alliances option (yamakawa et al., 2011). results and discussions french et al. (2015) have stated that ol is a process to make a learning organization improves the organizational performance by acquiring new knowledge. lopez et al. (2006) have seen organization learning as a dynamic creation process, acquisition and knowledge integration for resources development and capability that suitable for organization perform better. chiva and aligre (2005) have elaborated ideas about ol by mentioning that ol is an efficient procedure to process, interpret, and develop the representation of reality which is knowledge. the process of ol, therefore, might occur through the organization that own cognitive process as own by the member of the organization. the organization learning is a process that continuously acquisition new knowledge and adjust for successful adaptation to the organization external and internal environment and maintain the existent and sustainability. it can be concluded that the study of ol discussion is based on various perspectives and theoretical approach. pawlosky (2003) has categorized the studies of ol into theoretical cognitive perspective and knowledge perspective. from the cognitive perspective, he identifies two groups of theoretical approach, which is structural and corporate epistemology approach, and the other is a core competence and knowledge creation. this article uses basic theoretical approach to discuss organizational knowledge and strategic choice that is focusing on the information-processing abilities that assumed entity’s from the cognitive organizational learning (ol) and strategy …… (agustian budi prasetya) 27 structure. it is inspired by the studies on the cognitive psychology that covers the study of cognitive structure and knowledge system of an individual basis. however, as mentioned by pawlosky (2003) that the assumption of the cognitive psychology also applies to the level of collective basis, which is organization and group. therefore, as the coverage issued of the individual structure, the cognitive structure of organization also attached to the assumption that every activity has basic cognitive, as reflected in the norms, assumption, and strategy (pawlosky, 2003). refers to the focus on discussion of the ol and strategy in this research, the author argues that the organization learn to improve its understanding and evaluation of the internal and external structure through the decision-making ability in an organization by integrating value and belief in the organization (pawlosky, 2003). the studies of the structural perspective are about the important role of the network of an information-use process in the organization. it covers the issues of information and knowledge in the organization as part of the organization improvements advantage. this research argues that an organization does process scanning abilities to consider information about the change of business environment. when the environment of the organization changes and there is a lack of fit between the organization and the environment, the organization might fail to survive. the organization also acquires the knowledge from experimentation, direct experience, self-appraisal, and inheritance knowledge. the distribution of information in organizational is done by sharing to develop new information and new understanding. in short, the organization looks for information and constructs ol by broadly understanding the different sources of information about the internal and external environment of the organization. there is an amount of research with this organization learning approach, for example, huber (1991). he has developed four constructs of learning to explain how the organization understands various sources of information through knowledge acquisition, information distribution, information interpretation, and organizational memory. huber also has stated that an organization would learn if its units acquisition the knowledge that potentially useful to the organization. therefore, ol occurs if many units or components in the organization do acquisition the useful information or knowledge, so they have more varied interpretations and have the possible range of changes by developing uniform comprehensions of various interpretations (huber, 1991). more learning has occurred when more various interpretations have been developed because such development changes the range of the organization’s potential behaviors (huber, 1991). the organization needs to identify the potentially useful information and more different interpretation about the organizational environment. when the environment changes, the organization might become incompatible with the environment, and it needs to develop strategy options by expanding the information acquisition process continuously and more wide-ranging information and sources. lopez et al. (2006) have also developed study based on huber’s by expanding the study on external knowledge acquisition and internal knowledge acquisitions. ol involves long-run external knowledge acquisition such as networking, alliance with the customer, experts, and other knowledge institutions. also, lopez et al. (2006) enrich the study of huber by identifying the role of integrator and information technology, also the measurement of information distribution such as goal, innovation, best practices, and communication. also, they incorporate a common knowledge to foster common understanding to coordinate process in organization memory of customer database. the organization maintains the strategy of configuration to stay competitive or achieve high-performance organization by making fits, aligning between internal and external organization environment, and explore collaboration of multi-firm network from organization to keep organization innovates continuously. structure and the process of the network from the organization would be able to tap the opportunity beyond the industry limitation (von glinow & mcshane, 2010). yamakawa et al. (2011) have researched the information processing approach to ol and strategy choice. it discusses the march’s exploration and exploitation approach that applies to alliances strategic option configuration. it concludes that certain exploration and exploitation that the 28 journal the winners, vol. 18 no. 1, march 2017: 25-32 configuration might respond to the resources and firm performance, corporate alliances portfolio, firm characteristics, and industry contexts. the research confirms the role of environment, especially the growth of the industry that is considered as an important factor for firm alliance and favorable financial performance, while the alliances organizations might be having various internal resources. the source of organizational information and interpretation from external environment and alliances requires organizations to set choices based on the fit between various internal resources arrangements across the alliances to maintain organizational advantage competitiveness. refers to the curado (2006), this research presents how ol and strategy choices based on the study of information process approach of ol and how it is important to learn. yamakawa et al. (2011) have researched the strategic options and learning analysis to adapt the environment based on the corporate strategy and alliances in industry. burton et al. (2009) discuss the ol and issue of strategy. they have stated that strategy is based on the application of the knowledge while learning is a chance in knowledge to apply the new strategy. it concludes that strategy choice, knowledge usage, and learning are all concerned with how the firm chooses and which actions to take based upon limited information. based on the typology of miles and snow, strategic choices and ol typology of exploration and exploitation from march, burton et al. (2009) have explained the strategy choices and ol as can be seen in the figure. the strategy choices for typology are the reactor, defender, prospector, and analyzer. in that choice includes a type of choices for solving a problem such as choice of technologies, choice of product-market domain, the rationalization of an existing process, and selection of areas for future innovation. exploration and exploitation are developed by march (1991) to analyze the ol and knowledge in an organization. exploration and exploitation might apply in strategy since in the application of the knowledge and learning are about changing knowledge to develop the new strategy. figure the strategy space and ol (burton et al., 2009; prasetya, 2011) the strategy helps the company in processing the positioning of the company within the rivalry environment, and the way company used the limited information and varied of information interpretation for company competitive advantage. the strategy is also building the capability to excel the execution and keeping open information to ensure enough information sharing. it is ultimately the open possibility of cooperation with external sources alliance, executing collaboration, and cooperation through across organizational mechanism coordination and integration (thompson et al., 2016). since the strategy is an ongoing process, such as making sure of the superior achievement in competition landscape, it involves productive activities across all the activities in the organization. therefore, a company uses fit and aligning to drive the goal to satisfy the need of key stakeholders, the advancement of the technology in the industry along with the internal arrangement, such as structure and intangible capabilities of the company. the discussion for future research for ol might involve the deployment of the resources of the company through it that involves processing abilities of the company and capitalizing the tactic to know about the organizational knowledge for excel the execution. people can argue that a company that committed to doing the learning in the level of organization might be reviewed regarding how intensive organizational learning (ol) and strategy …… (agustian budi prasetya) 29 the organization acquires the information and knowledge that consider useful for organization, aware of the differences and alternatives with possible changing the understanding. the organizations learn along with the effort to stay competitive in the business through alignment between internal arrangements and external environment. the process of acquiring knowledge and distributing knowledge to adapt to ever changing the environment, according to information processing abilities approach, requires the organization to process internal and external information acquisition, interpret, and distribute information and retained the information into organizational knowledge. the organization needs to settle mechanism to distribute the information obtained and to locate the units that mostly affected to build the capability and execution. since the information within the organization is a collective understanding, therefore organization needs to reload how the information relates to the organization current capabilities and future scenario. the units’ activities might be envisioned as value-adding activities to serve the marketplace (enz, 2010). it might be formulated as an arrangement of the source of strength and competitive advantages. in other argumentation, the ol and strategic choices involved in the exploiting the best organization’s experiences and from the others as well as in the exploring the change of the environment of the organization. there are other possibilities of a new model of collaboration that affect the adjustment of the organization process, management, and pattern of decision-making. strategic choices of the organization then might be argued to response the economic perspective of the organization that requires the organization to compete successfully. while the organization competes in dynamics and rivalry environment, the organization needs to learn continually and to apply the strategy that gives sufficient balance between exploration and exploitation of internal process and pattern of decisionmaking. strategic choices, such as applying the business or corporate strategies, requires organization learn to deploy the organization knowledge that sources from the lesson from exploring the advancement of technology and exploiting the existing market. it calls systematic arrangements of organization structure, the process of business, technology and understanding the environment drive. also, applying learning to choose the strategy helps strategic process involving strategy executing team in coordinating to achieve company-wide performance targets, especially in dynamics and faster change of company business environments. in these environments, making internal arrangements and external fit might be accompanied by the fine-tuning the plan and the execution to improve the strategy execution. such as winning strategy tests, that is good fit, competitive advantage; strong performance might be useful to understand what company learns and choices of strategy. applying strategy spaces not only can help in understanding the ol but also explain the industry corporate strategic options. the author proposes the ol that is doing the exploration and exploitation might apply to the choices of strategy at the level business or corporate. as researched by yamakawa et al. (2011), they conclude that organizational characteristics such as firm age reflect the level of resource endowments and internal strategic orientations such as cost leadership and differentiation strategies. it entails the way in which a firm deploys its resources; an external environment context such as industry growth constrains the supply of the resource. therefore understanding, for example, is the exploitation learning that provides people with the conceptual type of promoting positive, proximate, and predictable learning. further, it could be analyzed for applying learning in resulting more direct, the immediate benefit that is the near-term performance of organizations alliances. applying the information processing abilities with the strategy space in ol opens the opportunities in understanding more interplay among the exploration and exploitation along with understanding the fit and aligns arrangement internally and externally toward the competitive of the organization performance. organizational alignment creation leads to the sustainable competitiveness. positive alignment might be created by connecting all of activities and process of creating activities and managerial proses within organization toward strategy organization. organizational alignment is also working on the aspect of an organization such as goal, objective and activities toward goal, rewards, and culture that are in line with the strategy. the example is the classical strategic choice in organizations as identified by 30 journal the winners, vol. 18 no. 1, march 2017: 25-32 miles and snow (1984), generally speaking, is not an effective organization in the industry if the organization choices reactor strategy. an organization that performs strategy choices as defenders, prospectors, and analyzers might be an effective organization in the industry and might carry on the conditions that identified as a minimal fit. miles and snow (1984) claim that minimal fit is the requisite for the survival in the competitive environment. minimal fit also does not a guarantee for excellence organization performance. they explain that tight fit condition with the external and internal environment that strategy, structure, and management process are the basic requirement to achieve excellent organization performance. minimal fit and tight fit are a discussion of fit among internal and external environment to arrange strategy-structure-process fit. a changing in the external environment of an organization that is not enough aligned with strategy will affect the performance of the organization and possible become a failed organization. the disintegration of the management process within the structure that is not supporting the alignment strategy might be misfit occurred and brought the consequences of decreasing performance of the organization and possibly lead to the failed organization. in this research, the writer could argue that semler (1993) complements the miles and snow’s (1984) explanation about the flexibility of the company to apply strategic choices and the organizational alignment for organizational survival and the necessity of tight fit condition for promoting excellent organizational performance and continuous competitiveness. von glinow & mcshane (2010) also cover issues of ol, fit and state of organizational alignment such as internal resources arrangement. they refer to the organizational effectivity as organizational performance, success, goodness, excellence, healthy, or competitive. they also explain the organizational effectiveness as an organization has a good fit with their external environment when their internal subsystems are configured for a high-performance workplace, when they are learning organizations, and when they satisfy needs of key stakeholders. therefore it may apply the analysis of learning and strategic space. it helps explain organizational effectivity how the organization learns toward the environment to achieve organization mission, vision, and satisfying the needs of key stakeholders. people might argue that organizational effectivity as the organizational performance that might be achieved when an organization has the ability to the acquisition, share or distribute, use, and store the knowledge as its organizational knowledge. the strategic space map, which applying choices and learning might calibrate where we are now at the battle of competitiveness and where we are going to for future sustainable advantage competitiveness. as mentioned by yamakawa et al. (2011), the firms get older; the crowding effect tends to become stronger. in this sense, the map might provide how the exploitation and exploration activities that supposed to guide the direction to increase organization ability to create innovative process or values for sources of new competitiveness regarding the aging industry landscape of competition. conclusions this research discusses the ol from the perspective of information processing abilities and applies it to the strategic choices, as it might express the analysis into the clustering map of possible strategy space of the company. it explains the mode of exploration and exploitation learning typology of companies to learn from the peers' strategic options in the industry by considering the fit between environment, and internal arrangements of the organization to keep the company competitive. the analysis underlines the importance of the company to learn from the company competition landscape map and the alignments of the internal and external environment arrangements. for further research, based on the understanding the information processing of learning approach, the strategic space map might inspire research in the strategic choices and the mode of learning, regarding the firms embracing more to exploration alliances when the company is focusing on differentiation choices. while it might also inspire the research about the firms that carry on the cost leadership options might engage more exploitation alliances. further, the learning typology and the strategic choices also inspire the necessary research of fine-tuning fit with the winning strategy test, organizational learning (ol) and strategy …… (agustian budi prasetya) 31 especially fine-tuning between internal and external fit in executing strategy. the map also might develop more understanding about environmental fit, that is, showing high-growth industry context to be more embrace in exploration alliances. it might also understand the industry in low-growth mapping that is showing exploitation mode to achieve the short-term financial benefits from strategic alliances. it includes the analysis of a cluster of ol toward the structural adaptation to keep align between organizational environment internal management processes of the organization. the strategic space might help the analysis of ballancing between exploitation and exploration learning while applying the analysis of varied firm characteristics, strategic orientation, and industrial environments. it might also apply to building more understanding about the dynamic of balancing fine-tuning of existing resources and capabilities to deploy new knowledge based on possibilities business and portfolio alliances. references anderson, e. t., & simester, d. 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(2011). ol in neswpaper publishers. analysis the dominant characteristics of the orgaizational learning, structural differentiation-integration and competency of the daily newspaper publishers in jakarta (master’s thesis). depok: universitas indonesia. rhys, a., boyne, g. a., o’toole, l. j., & walker, r. m. (2008). exploring ”strategic fit”: an empirical test of snow and miles model. paper presented at academy of management conference, anaheim, california. schermerhorn, j. r., hunt, j. g., & osborn, r. n. (2012). organizational behavior. usa: nj. john wiley & sons. schumpeter. (2015, 28 may). a palette of plans. retrieved march 28th, 2017 from http://www.economist.com/news/business/21652318-choosing-strategy-lot-more-complexcompanies-it-used-be-palette-plans. semler, r. (1993). maverick: the success story behind the world’s most unusual workplace. new york: warner books. thompson, a., peteraf, m., gamble, j., & stricland, a. j. (2016). crafting and executing strategy: the quest for competitive advantage. new york, usa: mcgraw-hill education. von glinow, m. a., & mcshane, l. s. (2010). organization behavior: emerging knowledge and practice for the real world. new york: mcgraw-hill. yamakawa, y., yang, h., & lin, z. j. (2011). exploration versus exploitation in alliance portfolio: performance implications of organizational, strategic, and environmental fit. research policy, 40, 287–296. http://www.economist.com/news/business/21652318-choosing-strategy-lot-more-complex-companies-it-used-be-palette-plans http://www.economist.com/news/business/21652318-choosing-strategy-lot-more-complex-companies-it-used-be-palette-plans microsoft word 06_titik indrawati_merger bank bermasalah.doc merger bank bermasalah di indonesia (titik indrawati) 151 merger bank bermasalah di indonesia titik indrawati1 abstract the basic of problem for direction and senior manager bank is how to maximalize the value of share owner. it focus on how to make value by merger, how to get the value of bank target, and how to consider the nonfinancial influence the value by merger. the objective of the research wrap up the traveling’s merger and acquisition phenomenon in indonesia. that objective are more focused on how merger can increase value, how to decide bank’s value and the non financial parameter that can affact the sucsess of the merger comp. it’s concluded that indonesian society see bank merger as a final action to save a bank from bankcoruptcy. in negotiating the merger agreement, buyer and seller must consider the financial & non financial parameters. keywords: bank, merger abstrak fokus pembahasan ditujukan pada bagaimana merger menambah nilai, bagaimana menentukan nilai bank target, serta bagaimana pertimbangan nonkeuangan mempengaruhi nilai dan sukses perusahaan baru sesudah merger. kata kunci: bank, merger 1 staf pengajar universitas indonesia & fakultas ekonomi, ubinus, jakarta journal the winners, vol. 2 no. 2, september 2001:151-162 152 pendahuluan penggabungan usaha atau merger bank di tanah air masih dipandang sebagai upaya terakhir dari pemiliknya untuk menyelamatkan bank dari kebangkrutan. padahal, bank yang sehat pun dapat melakukan merger terutama dengan tujuan agar memperkuat posisi bank mereka di arena persaingan global dewasa ini. memang, terdapat beberapa bentuk merger yang perlu kita ketahui. menurut pinches (1992:723), merger dapat mempunyai beberapa bentuk sebagai berikut. 1. konsolidasi yang terjadi jika dua perusahaan atau lebih bergabung membentuk perusahaan yang sama sekali baru. 2. merger dapat terjadi melalui akuisisi saham perusahaan sasaran (target). perusahaan pembeli mengakuisisi baik aset maupun kewajiban dari perusahaan target dengan ditukar saham atau kas. 3. merger dapat terjadi melalui akuisisi aset dari perusahaan target. jika perusahaan target menjual asetnya, hasil penjualannya (sesudah membayar utang-utangnya) dapat didistribusikan kepada pemegang saham perusahaan target. selanjutnya, perusahaan dapat dibubarkan. jika suatu perusahaan memutuskan menjual sebagian asetnya maka dinamakan divesture. 4. suatu perusahaan dapat mengakuisisi 40%-50% kepemilikan perusahaan lain dan menjadi holding company. dari perspektif historisnya, terdapat empat gelombang besar dari aktivitas merger (rachman et al, 1993:52-53). gelombang besar aktivitas merger yang pertama berlangsung tahun 1881-1911 ketika kapitalis menciptakan trust monopolistik raksasa dengan membeli cukup banyak saham dari perusahaan pesaing dalam industri dasar seperti baja dan minyak untuk mengendalikan pasar. merger terjadi antarperusahaan dalam industri yang sama (merger horizontal). merger ini bertujuan untuk mencapai keuntungan dari skala ekonomi dan mencegah persaingan mencekik leher. timbulnya gerakan antitrust pemerintah mengakhiri gelombang ini, walaupun akhir-akhir ini merger horizontal muncul kembali. gelombang kedua ditandai dengan munculnya merger vertikal yang mengalami boom pada tahun 1920 an. suatu perusahaan bergabung ke hulu atau ke hilir, dengan kata lain akses ke pemasok atau ke pasar. gelombang ketiga berlangsung akhir tahun 1960-an dan awal 1970-an ketika korporat mengambil alih bisnis yang tidak ada kaitannya. merger konglomerat dirancang untuk menambah pertumbuhan perusahaan dan mendiversifikasikan risiko. secara teoritis, jika satu bisnis turun, bisnis yang lain diharapkan akan naik sehingga memberikan gambaran kinerja yang seimbang bagi perusahaan secara keseluruhan. namun, banyak konglomerat super pada akhir tahun 1960-an kini memecah perusahaannya dengan pelbagai alasan seperti melangsingkan operasi, membangun modal untuk yang lain, atau melepas subsidiary yang tidak menguntungkan. gelombang terbaru berlangsung tahun 1980-an, selama dekade ini banyak persetujuan dibuat untuk meningkatkan operasi perusahaan, kesempatan membuat keuntungan dengan cepat. kenyataannya, banyak yang mempunyai nilai gabungan melebihi nilai daripada semua saham mereka. pengambil alih yang cerdas, menjual bagian demi bagian untuk membayar utang mereka, dan tetap memiliki kelebihan uang. namun, ada juga perusahaan yang mengalami kesulitan keuangan seiring cara seperti itu, yakni jika ekonomi tidak seperti yang diharapkan sehingga mereka terpaksa mengumumkan kebangkrutan. merger bank bermasalah di indonesia (titik indrawati) 153 merger tahun 1980-an mempunyai segi positif, yakni ketakutan menjadi perusahaan sasaran, mendorong perusahaan menjadi efisien. pemegang saham memperoleh keuntungan dari aktivitas merger yang mendorong kenaikan harga pasar saham perusahaan target yang diambil alih. merger yang berlangsung tahun 1980-an sangat kontras, berlangsung untuk tujuan strategis. selain mereka menggunakan utang untuk pengambilalihan, yang nantinya dijual untuk memperoleh profit dengan cepat, mereka juga mempunyai motif agar mendapat kekuatan geografik. merger tahun 1990-an melibatkan pembeli luar negeri atau penjual luar negeri. perusahaan perawatan kesehatan swiss membeli 60% saham genentech, yakni perusahaan bioteknologi amerika untuk memperoleh baik kekuatan geografik juga teknologi baru. pembeli menggunakan saham atau kas untuk mengakuisisi bisnis secara selektif yang akan meningkatkan posisinya di pasar, seperti at & t mengakuisisi ncr dengan tujuan memperkuat bisnis komputer at & t. pembahasan bagaimana merger berlangsung pada kebanyakan merger, salah satu perusahaan (umumnya yang lebih besar) memutuskan untuk membeli perusahaan lainnya, menegosiasikan harga, dan kemudian melaksanakan pengambilalihan. adakalanya perusahaan yang diambil alih yang memulai tindakan, walaupun hal itu tidak begitu lazim. selanjutnya, menyebut perusahaan yang ingin mengambil alih sebagai perusahaan pembeli dan perusahaan yang dibeli sebagai perusahaan sasaran (target). perusahaan pembeli biasanya mengidentifikasikan sasaran dan menentukan berapa kirakira harga yang cocok untuk dibayar. usulan merger beserta syarat yang sesuai diajukan kepada manajemen perusahaan target. jika tercapai kesepakatan, diteruskan kepada para pemegang saham agar mendapat persetujuan dari para pemegang saham. transaksi yang terjadi sesudah mendapat persetujuan para pemegang saham disebut sebagai merger bersahabat (suka rela). sebagian besar dari seluruh merger dan akuisisi merupakan merger suka rela (friendly merger). salah satu yang menjadi headlines disurat kabar umumnya pengambilalihan secara paksa (hostile merger), yaitu salah satu pihak berjuang untuk memperoleh pengendalian dari perusahaan lain melawan harapan dari manajemen yang ada. jika raider sukses dalam pengambilalihan, manajemen yang ada biasanya diberhentikan. karenanya manajemen akan berjuang untuk bertahan terhadap penyerang mereka. suatu pengambilalihan secara paksa dapat dilakukan dengan dua cara, yakni penawaran tender dan proxy flight. dalam penawaran tender, raider mengajukan penawaran untuk membeli sejumlah saham tertentu perusahaan target dengan harga khusus, langsung kepada pemegang saham perusahaan target. harga yang ditawarkan umumnya melebihi harga pasar saham pada saat itu, jadi pemegang saham termotivasi untuk menjual. raider berharap memperoleh cukup saham untuk mengambil pengendalian atas perusahaan target dan mengganti dewan direksi dan manajemen yang ada. dalam proxy flight, raider meluncurkan suatu perang untuk dapat memecat journal the winners, vol. 2 no. 2, september 2001:151-162 154 dewan direksi dan manajemen, dengan cara mempengaruhi para pemegang saham agar dalam pemungutan suara dapat memperoleh cukup suara untuk memenuhi keinginannya. proxy flight merupakan cara kasar untuk menang. at & t melancarkan pembelian ncr dengan menggunakan kombinasi penawaran tender dan proxy flight. motif yang mendorong tingginya aktivitas merger i. sinergi efek sinergi timbul dari empat sumber, yakni skala ekonomi, menaikkan kekuatan di pasar, menambah kapasitas pinjaman, dan menambah efisiensi dengan perbaikan manajemen. keberhasilan sinergi akan menaikkan nilai perusahaan gabungan sesudah merger. nilai a + nilai b = nilai c 2 + 2 = 5 ii. pertimbangan pajak perusahaan dengan laba besar terkena tarif pajak tinggi dapat mengambil alih perusahaan dengan akumulasi kerugian yang besar sehingga akan mengurangi laba kena pajak. sebaliknya, perusahaan mempunyai potensi untuk memperoleh penghematan pajak (tax shield) tetapi tidak dapat dimanfaatkan karena tidak memperoleh laba. dengan demikian, perusahaan semacam ini akan bergabung dengan perusahaan yang profitable agar pajak yang dibayar oleh perusahaan profitable lebih kecil. kelebihan kas dapat dipergunakan untuk membayar dividen ekstra, repurchases, investasi dalam marketable securities atau melakukan akuisisi. akuisisi tidak menimbulkan konsekuensi pajak secara langsung kepada perusahaan pembeli. iii. pembelian aktiva di bawah harga penggantian itu menunjukkan perusahaan pembeli mempunyai informasi lengkap yang tidak dimiliki oleh umum. namun sekarang, bank-bank investasi, pialang merger, mempunyai jaringan informasi yang luas dan terdapat persaingan yang besar di kalangan pembeli potensial. iv. diversifikasi ternyata, diversifikasi tidak menaikkan nilai saham perusahaan gabungan. tujuan diversifikasi untuk mengurangi risiko. jadi, diversifikasi merupakan alasan yang kurang tepat untuk melakukan merger. v. mempertahankan pengendalian pengambil alih akan menjadi pemilik atau pemegang saham dari perusahaan target dan berhak memilih dewan komisaris. pada perusahaan besar, para pemilik saham melakukan pengendalian secara tidak langsung melalui dewan komisaris yang mereka pilih. dewan komisaris yang dipilih akan memilih manajemen yang mengendalikan operasi perusahaan. merger bank bermasalah di indonesia (titik indrawati) 155 bagaimana merger menambah nilai apakah merger menguntungkan, dapatlah diperbandingkan nilai pasar perusahaan gabungan sesudah transaksi dengan jumlah nilai pasar perusahaan independen sebelum transaksi. jika nilai gabungan melebihi nilai premerger, merger meningkatkan nilai. sebaliknya, berarti nilai turun. nilai diciptakan dalam dua cara. cara pertama, bank gabungan dapat membentuk kenaikan pendapatan dibandingkan norma historis. sumber pendapatan potensial ini sangat luas dan terdiri dari lima hal berikut. 1. memasuki pasar baru yang menarik; 2. lini produk lebih kuat; 3. memperbaiki pemasaran/distribusi produk; 4. memperbaiki kapabilitas; 5. memangkas biaya. hal pertama hingga keempat sulit diukur karena ketidakpastian tentang struktur perusahaan gabungan. untuk meningkatkan nilai, pengambil alih akan mempertahankan karyawan terbaik dari bank sasaran, mempertahankan nasabah terbaik, dan kultur yang baik dari bank sasaran. dalam banyak kasus, justru direktur dan karyawan dari bank yang diambil alih sering keluar karena mereka merasa tidak akan mendapat kesempatan yang sama seperti sebelumnya atau mereka yang akhirnya dibiarkan pergi. nasabah juga sering memindahkan hubungan baik mereka. mereka mungkin frustrasi dan lebih menyukai untuk mengadakan bisnis dengan pemilik bank lokal. mereka mungkin akan mengikuti pimpinan bank dengan siapa sebelumnya mereka mengadakan bisnis. dengan ketidakpastian ini, ramalan pendapatan sulit dipercaya terutama dalam waktu singkat. pemangkasan biaya mendapat perhatian khusus karena pengambil alih mempunyai pengendalian langsung terhadap biaya nonbunga. misalnya, bank yang kelebihan kapasitas pemrosesan data ((penguasaan teknologi informasi), sering memandang akuisisi sebagai suatu cara membentuk aktivitas yang menurunkan unit cost dengan memperluas biaya tetap teknologi di antara lebih banyak item. banyak bukti menunjukkan bahwa bank dapat merealisasikan skala ekonomi dengan adanya perluasan. pemangkasan biaya yang sesungguhnya dapat terjadi jika pengambil alih dan bank sasaran mempunyai duplikasi fasilitas operasi staf, dan administrasi umum. suatu merger memungkinkan perusahaan gabungan menawarkan kualitas dan tingkat pelayanan yang sama dengan aset modal dan orang-orang yang lebih sedikit daripada dua bank terpisah. kelebihan kapasitas dan karyawan dalam melayani nasabah dari kedua pihak yang melakukan merger berarti duplikasi biaya nonbunga dapat dihapuskan. reduksi biaya langsung menaikkan bottom line. cara kedua, menciptakan nilai dengan meningkatkan pangsa pasar. walaupun tingkat pendapatan tetap, tidak mengubah postmerger. suatu bank nantinya dapat menempatkan dirinya sebagai pelaku akuisisi pada waktu mendatang dengan menangkap pangsa pasar simpanan yang lebih besar. misalnya, merger antara dua bank swasta ukuran besar di jepang pada april 1996, yakni antara bank of tokyo yang unggul sebagai bank korporat (corporate banking) dengan mitshubisi bank yang unggul sebagai bank eceran (retail banking). merger itu bertujuan meningkatkan pangsa pasar mereka dalam menghadapi persaingan global di bidang perbankan. journal the winners, vol. 2 no. 2, september 2001:151-162 156 contoh lain adalah merger antara chemical bank dan chase manhattan di amerika serikat pada tahun 1996. walaupun menghadapi banyak risiko akhirnya itu kedua bank dapat menangani 1.300 proyek dalam waktu 20 bulan. keberhasilan tercermin pada harga saham chase yang naik menjadi 91 dollar as pada tahun 1999 dari 45 dollar as tahun 1996. kunci suksesnya adalah kemampuan memenuhi the seven rules yang akan dibahas di bagian merger dan akuisisi bank di indonesia. prosedur penilaian penambahan nilai bank gabungan berkat perbaikan bauran aset produktif, perbaikan penentuan harga, pemangkasan biaya operasi per unit, kesempatan memasuki pasar baru, penawaran produk baru, dan akses ke core deposits. semuanya itu dimasukkan dalam analisis pada harga berapa pengambil alih akan membayar bank target atau pada harga minimal berapa penjual mau menerima. setelah menghitung berapa harga beli, baik pembeli maupun penjual seharusnya mengevaluasi profil risk and return lainnya menggunakan data keuangan historis. pendekatan yang lazim adalah kerangka roe dengan analisis kredit bank, likuiditas, tingkat bunga, operasional, posisi risiko solvensi. karena rasio tersebut mencerminkan kinerja historis, merupakan indikator penting dari kekuatan, kelemahan, dan dapat menolong untuk menentukan nilai ekonomi perusahaan. pemegang saham bank target memfokuskan perhatian pada premi relatif atas harga saham sebelum pengumuman transaksi. dalam transaksi dengan kas, premi mencerminkan kenyataan kenaikan nilai dari transaksi. jika pengambil alih ingin mempertukarkan saham perusahaan pembeli dengan saham perusahaan target, pemegang saham target untung jika nilai dari saham perusahaan baru melebihi nilai dari saham perusahaan target sendiri. itu menunjukkan suatu kenaikan dalam nilai jika saham dapat segera dilikuidasi untuk lebih daripada nilai saham target, atau jika arus kas yang diharapkan dengan memegang saham baru melebihi daripada hanya memegang saham target. dalam kasus ini, nilai yang tepat tergantung pada pembayaran dividen yang diharapkan dan harga saham jika akhirnya dijual. suatu merger dan akuisisi seharusnya diperlakukan seperti investasi dan dapat dievaluasi. jadi secara teoritis, prosedur untuk menentukan nilai adalah mendiskontokan arus kas yang diharapkan dari entitas baru pada tingkat diskonto yang sesuai. karena pendekatan itu menggunakan banyak komponen penting dari model pv (present value) maka akan didapat jangkauan (range) dari taksiran harga yang wajar. kedua pihak selanjutnya menggunakan jangkauan harga tersebut untuk negosiasi. hasil akhir akan mencerminkan harga dan kekuatan tawar-menawar masing-masing pihak dan keuntungan yang tidak lazim yang dimasukkan ke dalam harga seperti pengenalan publik (image), ego, dan lain-lain. prosedur lain adalah premi atas nilai buku. kebanyakan bankir dan analis pasar mendiskusikan harga berdasarkan nilai buku, yakni ekuisitas pemegang saham seperti yang dilaporkan dalam neraca dan setara dengan jumlah aset dikurangi utang. nilai buku per lembar saham setara dengan nilai buku dari ekuisitas pemegang saham dibagi dengan jumlah saham yang beredar. premi atas nilai buku dalam transaksi adalah selisih antara harga per lembar yang ditawarkan kepada pemegang saham target dengan nilai buku per lembar saham bank target, biasanya dinyatakan dalam persen. merger bank bermasalah di indonesia (titik indrawati) 157 (mpt – bvt) premi atas nilai buku = ____________ bvt mpt = harga saham yang ditawarkan untuk per lembar saham bank target bvt = nilai buku per lembar saham bank target jadi, jika nilai buku perlembar saham bank target rp 40.000,00 dan pengambil alih menawarkan rp 52.000,00 per lembar saham, maka premi atas nilai buku adalah 30%. harga transaksi per lembar saham bank target (p bv) ditentukan dengan p bv = │ bvt mpt │avg x bvt │ bvt mpt │avg dihitung dari rata-rata premi yang ditawarkan pada transaksi yang berhasil akhirakhir ini oleh institusi yang dapat diperbandingkan. jika premi rata-rata 80%, p bv = 1,8 x rp 40.000,00 = rp 72.000,00 persyaratan merger juga dapat menggunakan rasio pertukaran, yakni jumlah saham bank pembeli yang diterima oleh pemegang saham bank target untuk setiap lembar saham mereka. p bv bvt ( 1+premi ) e = _____ = _____________ mpa mpa e = rasio pertukaran mpa = harga per lembar saham bank pembeli prosedur itu mempunyai kelemahan karena nilai buku tidak menunjukkan nilai ekonomi yang sebenarnya. umumnya, premi atas nilai buku dipertimbangkan jika hasil yang diharapkan relatif lebih besar daripada risiko yang berkaitan atau jika akuisisi memberikan keuntungan yang tidak dapat diukur secara langsung. premi atas nilai buku yang disesuaikan karena nilai buku yang dilaporkan sangat berbeda dengan nilai ekonomi yang sebenarnya, sebaiknya dihitung nilai buku yang disesuaikan. suatu perbandingan harga pasar dengan nilai buku yang disesuaikan akan memberikan ukuran yang lebih baik dari premi yang dibayar. nilai buku yang disesuaikan mungkin lebih tinggi atau lebih rendah daripada nilai buku karena diperoleh dengan menambahkan atau mengurangi nilai buku dengan item sebagai berikut. 1. perubahan dalam cadangan kerugian pinjaman (loan). jika kualitas aset lebih rendah daripada yang dilaporkan, cadangan kerugian pinjaman seharusnya ditetapkan kembali lebih tinggi, agar pinjaman bersih lebih rendah daripada yang dilaporkan. jika kualitas aset lebih tinggi, cadangan kerugian seharusnya disesuaikan menurun agar pinjaman bersih lebih tinggi. journal the winners, vol. 2 no. 2, september 2001:151-162 158 2. perubahan dalam nilai pasar investasi. investasi portofolio didaftarkan atas cost. jika nilai pasar sekuritas jauh berbeda dengan cost karena kenaikan atau penurunan tingkat bunga, perbedaan antara nilai pasar dan nilai buku seharusnya ditambahkan ke nilai buku. 3. perubahan dalam penilaian aset lain. kadang-kadang bank mempunyai real estate atau aset lainnya yang nilai pasarnya jauh berbeda dengan cost yang muncul dalam neraca. jika nilai pasar di atas nilai buku, perbedaannya seharusnya ditambahkan pada nilai buku akuisitas. 4. nilai dari aktivitas off-balanced sheet. kemampuan pendapatan dari item off-balanced sheet umumnya tidak tampak dalam neraca. jika aktivitas ini bernilai maka taksiran nilai pasar seharusnya ditambahkan pada nilai buku ekuisitas. 5. nilai dari simpanan inti (core deposit). simpanan ini menarik karena relatif stabil. pengambil alih dapat mendongkraknya dengan menjual tambahan pelayanan kepada pemegang simpanan yang ada sekarang. nilai itu juga dikaitkan dengan nilai franchise dari bank atau nilainya sebagai suatu organisasi yang going concern. sayangnya, nilai ini sulit untuk ditaksir. pertimbangan nonkeuangan dari setiap transaksi merger, terdapat pertimbangan nonkeuangan yang sering lebih penting. manajer dari pembeli maupun penjual mempunyai obyektif mendasar, kesempatan, dan kekuatiran apakah akan untung ataukah rugi dari suatu persetujuan. walaupun dalam merger dua bank yang sama besar, satu pihak memperoleh keuntungan atas biaya bagi yang lain, dan ego menjadi pertimbangan terdepan. sangatlah sulit bagi seorang pimpinan bank untuk menyerahkan pengendalian atas organisasi yang pernah dikuasai, sehingga transaksi suka rela sulit diselesaikan, kecuali jika persoalan utama dari personil berhasil diselesaikan. dengan adanya pengambilalihan secara paksa, umumnya tim manajemen senior dari bank pembeli kebanyakan pindah. walaupun biaya merupakan pertimbangan penting dalam transaksi, pembeli dan penjual punya obyektif nonharga. bagi pembeli, khususnya sebagai berikut. 1. menghindari komplikasi keuangan dan operasional postmerger; 2. mempertahankan karyawan dari bank target; 3. mempertahankan pelanggan terbaik dari bank target; dan 4. mempertahankan aspek-aspek budaya yang menguntungkan dari bank target. dalam banyak kasus, bank mempunyai perbedaan sistem komputer dan perangkat lunak,\ tetapi pengambil alih ingin mengubah bank target ke sistemnya untuk memotong biaya. jika terdapat halangan operasional, nasabah relatif tidak sabar dan memindahkan hubungan baik mereka. karyawan kunci juga sulit dipertahankan. mereka bersama karyawan lain dapat pindah ke bank lain yang lebih menguntungkan, seiring dengan kenaikan gaji yang cukup besar. kehilangan itu mempersulit pendapatan dan dapat merusak image bank terhadap masyarakat. karyawan tingkat rendah bank target sering takut kehilangan jaminan pekerjaannya, dengan dalih pemotongan biaya sering dilakukan perampingan biaya personil. walaupun karyawan bertahan namun kemungkinan sulit mendapatkan kenaikan gaji dan jaminan lainnya mungkin berkurang. ketidakpastian itu menimbulkan ketakutan hebat. penjual dalam transaksi suka rela ingin menyelesaikan persetujuan tanpa suatu risiko residual apapun. ini berarti ingin mengganti kerugian terhadap kewajiban atau kerugian yang tidak merger bank bermasalah di indonesia (titik indrawati) 159 nampak sekarang yang mungkin timbul dari keputusan pada masa jabatan mereka. mereka sangat peduli dengan ukuran premi yang ditawarkan. dalam transaksi dengan kas, persoalan berikutnya adalah kapan pembayaran kas akan dilakukan. dalam transaksi dengan sekuritas, persoalan pokok adalah nilai dan marketability dari sekuritas. merger dan akuisisi bank di indonesia dalam periode waktu tahun 1848-1966, dari catatan pdbi terdapat 66 bank yang dilikuidasi. jumlah itu belum termasuk bank summa yang hingga akhir juli 1996 masih dalam proses likuidasi dan bank umum majapahit jaya (bumj) yang izin usahanya dibekukan untuk sementara waktu karena menunggu penyelesaian yang dilakukan oleh bank lippo (kompas, 26 juli 1996). peristiwa kebangkrutan bank paling sering terjadi pada periode tahun 1960-1970 karena tatanan ekonomi nasional belum sekokoh sekarang dan terjadi peristiwa g.30.s (gerakan 30 september) yang membuat perekonomian menjadi kacau. jumlah bank yang terkena skors bank indonesia (bi) dan dilarang ikut kliring pernah mencapai 21 bank. pemerintah cepat turun tangan dan melalui keputusan bi 614/mk/ii/8/1971, bank sentral memberikan banyak rangsangan untuk mendorong bank melakukan merger, antara lain memberikan kelonggaran pajak dan fasilitas kredit lunak. hasilnya cukup memuaskan, hanya dalam periode tahun 1971-1976 terdapat 36 bank yang melakukan merger. namun, lebih dari setengahnya merupakan merger internal dengan bank satu grup. misalnya, bank sarana indonesia (1973) dan bank gemari (1976) melakukan merger internal ke bca. berikutnya, pada tahun 1979 indo commercial bank ikut bergabung. dalam periode waktu tahun 1971-1996, terdapat 74 bank yang melakukan merger. sebanyak 58 bank diakuisisi oleh 31 bank lain yang umumnya lebih besar. itu merupakan akuisisi baik internal maupun eksternal. sisanya, sebanyak 16 bank melakukan merger murni atau konsolidasi menjadi enam bank yang sama sekali baru (bank utama, tamara, panin, universal, swansarindo, dan bank darmala). dalam periode tahun 1993-1996, terdapat 19 bank mengalami perubahan kepemilikan sehubungan dengan masuknya pemegang saham nonbankir, yakni yayasan dana pensiun bumn. bahkan, empat diantara bank tersebut minta diakuisisi seluruh sahamnya oleh investor nonbankir. pemerintah menempuh penyelesaian bank bermasalah sesuai dengan pasal 37 uu no. 7 tahun 1992 dan bi menerapkan pola penyehatan bank secara serentak dan segera. secara bertahap sesuai dengan prioritas, menganalisis kondisi dan karakter bank bermasalah. pada tahap awal, bi akan meminta pengurus bank menyelesaikan sepenuhnya masalah yang dihadapi. jika belum berhasil, bi mengarahkan bank yang bermasalah tersebut untuk melakukan merger atau konsolidasi dengan bank lain. jika masih gagal, bi mendorong untuk dilaksanakan akuisisi oleh investor baru yang bersedia mengambil alih seluruh kewajiban bank. prosedur yang dilakukan bi sesuai dengan sk bi no.28/76/kep/dir tertanggal 3 oktober 1995. penjualan bank kepada pihak lain bukanlah hal yang mudah, terlebih-lebih bank raksasa yang kondisinya sudah sangat parah seperti kasus bank summa yang penyelesaiannya membutuhkan waktu sangat lama. journal the winners, vol. 2 no. 2, september 2001:151-162 160 besar kecilnya kompensasi yang diterima oleh pemilik lama sangat tergantung pada kondisi bank sebelum ditinggalkan. nilai akuisisi bank yang sehat umumnya ditentukan dari nilai aset yang ada. sebagai contoh, bank pelita yang diakuisisi 79% dari sahamnya pada tahun 1989, pemiliknya dibayar rp 24 miliar. harga itu sesuai dengan tolok ukur nilai aset bank pelita sebesar rp 41,6 miliar. padahal, modal banknya hanya rp 1,5 miliar ditambah cadangan rp 2,75 miliar dan laba ditahan rp 0,96 miliar. bank tersebut dikabarkan pada tahun 1992 pernah ditawar rp 55 miliar. sebaliknya, akuisisi yang dilakukan oleh bank danamon dan bca terhadap continental bank pada tahun 1994, pemiliknya hanya mendapat kurang dari rp 100,00 karena kondisi banknya sudah sangat parah. kedua bank pembeli terpaksa menyuntikkan modal baru sebesar rp 30 miliar, belum termasuk pengeluaran biaya-biaya advisory untuk jasa konsultan. tindakan terhadap bank bermasalah selama krisis moneter dan ekonomi di indonesia sebagai berikut. 1. 1 november 1997 terdapat 16 bank dilikuidasi. 2. 1 april 1998 terdapat 7 bank beku operasi dan 7 bank masuk bppn (badan penyehatan dan penyelamatan bank). 3. 21 april 1998 terdapat 3 bank beku operasi dan 4 bank take over (termasuk bca setelah terjadi rush). 4. 13 maret 1999 terdapat 38 bank dilikuidasi, 7 bank take over, dan 9 bank direkapitulasi. menurut kontan 31 desember 2001, ongkos yang menjadi beban rakyat untuk menyelamatkan perbankan merupakan biaya yang besarnya tidak terbayangkan. pemerintah dalam hal ini masih mengikuti resep bahwa bank harus diselamatkan berapapun mahal biayanya. ada dana blbi (bantuan likuiditas bank indonesia) rp144,5 triliun, obligasi penjaminan dana pihak ketiga rp 218 triliun, obligasi rekapitulasi perbankan rp 423, juta dan bunga obligasi yang harus dipikul setiap tahun yang menjadi beban anggaran belanja negara. tahun 2002 masih banyak borok tersembunyi perbankan yang masih berpotensi menjadi bom waktu; membahayakan pondasi perekonomian indonesia. januari 2001, kontan mengungkapkan bii (bank internasional indonesia) yang sudah menelan dana rekapitulasi ternyata menyimpan borok yang mematikan. unibank tidak semujur bii, sebagai bank yang relatif kecil, pemerintah menutup bank ini pada november 2001. pemerintah harus mengeluarkan dana rp 4 triliun untuk mengganti simpanan masyarakat di bank tersebut. hingga akhir tahun 2001, tak kurang dari 90% modal perbankan dikuasai pemerintah. untuk memenuhi persyaratan modal, sejumlah bank yang memiliki struktur permodalan lemah terpaksa melakukan merger. namun, hasil studi konsultan manajemen kelas dunia dari as mengungkapkan sangat tinggi persentase kegagalan merger di seantero dunia (kompas, 29 mei 2001). kegagalan pada tahap awal, yakni tahap pengembangan strategi, perekrutan calon, due diligence sebesar 30%, pada tahap negosiasi serta keputusan sebesar 17%, dan pada tahap setelah merger sebesar 53%. ada tujuh aturan main dalam merger (the seven rules) yang harus dipenuhi agar merger tidak mengalami kegagalan, yakni (a) visi setelah merger; (b) kepemimpinan (menghindari kekosongan kepemimpinan agar tidak berakibat hilangnya motivasi karyawan); (c) pertumbuhan (fokusnya bukan jangka pendek, melainkan pertumbuhan yang sustainable); (d) early wins (faktanya pekerja belum tentu siap begitu merger diumumkan); (e) budaya (perubahan budaya merger bank bermasalah di indonesia (titik indrawati) 161 tidak dapat secara cepat); (f) komunikasi (perlu formulasi komunikasi yang tepat); dan (g) manajemen risiko (perhatian lebih dalam terhadap risiko). kesalahan internal perbankan sebetulnya bukan merupakan buah keteledoran perbankan semata. iklim ekonomi makro dan faktor sosial politik juga ikut merunyamkan perekonomian yang semakin membuat perbankan mengalami kegagalan. itulah sebabnya selama krisis moneter dan ekonomi yang melanda indonesia sejak pertengahan tahun 1997, sangat banyak bank bermasalah yang sering diikuti dengan penutupan bank. usaha merger (walaupun tidak mudah) dapat dilakukan untuk menghindari penutupan bank. dalam artikel di tabloid kontan 31 desember 2001 prediksi perbankan indonesia pada tahun 2002 sebagai berikut. 1. kebijakan moneter masih ketat, membuat bank belum leluasa bergerak. 2. tidak tertutup kemungkinan akan terjadi kredit macet. 3. kredit masih akan tersendat karena kinerja keuangan yang masih rapuh. di samping itu, bank masih harus memenuhi npl (non permorfing loan) 5%. 4. konsolidasi akan terjadi di seluruh perbankan nasional dengan rencana merger atau dikenal dengan istilah rekapitulasi jilid ii. jika gagal, terbuka kemungkinan penutupan bank. 5. bi akan makin tegas terhadap kinerja bank. peraturan perbankan akan makin ketat lewat standar bis (bank international settlement). 6. penjaminan atas dana masyarakat masih akan berlanjut sampai terbentuk lembaga penjaminan tahun 2002. penutup simpulan problem pendapatan dan modal pada bank telah membawa bank untuk melakukan konsolidasi. banyak institusi atau organisasi pencari profit yang gagal sehingga mereka membutuhkan pembeli. bank dengan posisi modal yang kuat dapat menjadi pembeli bahkan dapat lebih selektif memilih rencana ekspansi mereka. pembeli dan penjual perlu menguji bermacam-macam pertimbangan keuangan maupun nonkeuangan jika memutuskan apakah akan menegosiasikan suatu kesepakatan merger, jika ya pada harga berapa? partisipan umumnya menggunakan prosedur yang berbeda-beda dalam menentukan nilai untuk bank yang diambil alih. prosedur yang sangat cocok ialah memandang pembelian saham bank sebagai investasi. pembeli meramalkan arus kas mandatang yang didiskontokan pada minimal tingkat pengembalian yang dibutuhkan untuk menentukan nilai ekonomi yang benar. prosedur lain dengan menggunakan rata-rata premi atas nilai buku ataupun rasio pendapatan. rata-rata historis ini kemudian diaplikasikan pada suatu ukuran keuangan bank yang ditargetkan untuk menaksir suatu jangkauan harga. umumnya, prosedur terakhir ini menghasilkan taksiran harga yang lebih tinggi daripada pendiskontoan arus kas mendatang. partisipan juga mempertimbangkan pokok persoalan nonkeuangan jika menegosiasikan suatu merger atau akuisisi. yang paling penting dalam transaksi sukarela ialah apakah kedua journal the winners, vol. 2 no. 2, september 2001:151-162 162 budaya cocok dan apakah pimpinan senior dapat bekerja sama. juga penting untuk mengetahui apakah usaha pemotongan biaya akan mengurangi kesempatan-kesempatan karyawan. merger umumnya memiliki aspek yang menguntungkan maupun yang merugikan, tergantung pada pemegang saham, karyawan bank, atau nasabah untuk memperbaiki kondisi mereka atau tidak. sukses tidaknya merger, dalam konteks perubahan, tergantung pada waktu dan pada ada tidaknya perbaikan. kunci sukses adalah menerapkan the seven rules pada setiap tahapan merger. di indonesia, masyarakat masih melihat merger bank sebagai usaha terakhir dari pemilik bank untuk melakukan penyalamatan dari kebangkrutan. merger akan menimbulkan keraguan di kalangan masyarakat yang dapat mengarah kepada hilangnya kepercayaan masyarakat kepada perbankan nasional. oleh karena itu, bi selaku otoritas moneter melakukan segala upaya untuk penyehatan bank dan tindakan penguasaan terhadap bank yang bermasalah untuk sementara waktu. daftar pustaka brigham, e.f. and gapenski, l.c. 1990. intermediate financial management. 3th edition. orlando: the dryden press. koch, t.w. 1992. bank management. 2nd edition. orlando: the dryden press. pinches, g.e. 1992. essential of financial management. 4th edition. new york: harper collins publisher. rachman, d.j., m.h. mescon, c.l.bovee, and j.f. thill. 1993. business today. 7th edition. new york: mcgraw-hill. kompas. 26 juli 1996. kompas. 29 mei 2001 kontan. no. 13, tahun vi, 31 desember 2001. microsoft word 04_piksi_arif_a2t 108   journal the winners, vol. 16 no. 2, september 2015: 108-119  the effect of motivation on employee performance in biological product division of pt medion bandung barat arif yusuf hamali1; ai siti khodijah2; ine febriyanti3 prodi komputerisasi akuntansi, politeknik piksi ganesha bandung jln. jend. gatot subroto 301, bandung, jawa barat, indonesia 40274 1arifyusufhamali@yahoo.co.id; 2ayaythea@gmail.com; 3neozrcq@gmail.com abstract this research was conducted at biological product division of pt medion bandung barat, aimed to determine correlation of motivation and employee performance, and also to analyze the effect of motivation on employee performance at biological product division of pt medion bandung barat. respondents of this research were 45 people, selected with simple random sampling technique. the methods used were descriptive and associative, which tested the connection using the spearman rank correlation analysis, and to determine the accuracy of measurement using the validity and reliability test. results of the validity and reliability test of variables x and y are valid and reliable. calculations were performed using spss software version 19. the result of this study showed that motivation is in the category of good and employee performance is also in the category of good. results showed the correlation of motivation with employee performance at biological product division of pt medion bandung barat with correlation coefficient of 0,568. based on the criteria champion, this relationship is in the criteria of strong enough relationship. results of this calculation showed the coefficient of determination is 32, 26%. it is showed that the hypothesis is proved that there is an influence of motivation to employee performance at biological product division of pt medion bandung barat. keywords: correlation; motivation; employee performance abstrak penelitian ini dilaksanakan pada divisi produk biologis dari pt medion bandung barat yang bertujuan untuk menentukan korelasi antara motivasi dan performa dari karyawan, dan juga untuk menganalisa efek motivasi terhadap performa karyawan pada divisi produk biologis dari pt medion bandung barat. responden pada penelitian ini berjumlah 45 orang, dipilih dengan teknik simple random sampling. metode yang digunakan adalah metode deskriptif dan asosiatif, yang hubungannya diuji menggunakan analisis korelasi spearman rank, dan untuk menentukan akurasi dari pengukuran menggunakan validity dan reliability test. hasil dari validity dan reliability test untuk variabel x dan y adalah valid dan reliabel. penghitungan menggunakan software spss versi 19. hasil dari penelitian ini menunjukkan bahwa motivasi termasuk dalam kategori baik dan performa karyawan juga termasuk dalam kategori baik. hasil menunjukkan adanya korelasi dari motivasi dengan performa karyawan dari divisi produk biologis pada pt medion bandung barat dengan koefisien korelasi adalah 0,568. dari kriteria tersebut, hubungan ini menunjukan bahwa kriteria cukup kuat. hasil dari penghitungan menunjukan koefisien determinasi adalah 32, 36%. dapat dilihat bahwa hipotesis tersebut terbukti, bahwa adanya pengaruh motivasi terhadap performa karyawan pada divisi produk biologis dari pt medion bandung barat. kata kunci: korelasi; motivasi; performa karyawan the effect of motivation …… (arif yusuf hamali; dkk) 109  introduction motivation to perform an activity appears because there are needs to be fulfilled. if needs are fulfilled, the motivation will weaken, then an idea is developed that motivation is also to achieve particular goals (wibowo, 2013). motivation can be developed if there are new needs and goals. if fuilfilling needs is human interest, the goals can be human or organizational interest. employees who have motivation to achieve their private goal must increase their performance. if employee performance is increased, the organizational performance will be increased too, which will affect individual, group and organizational performance to develop. one way to motivate an employee starts from learning how to affect individual behavior. motivation affects employee performance positively and significantly (santoso, 2005; glorianto, 2005; sulastri, 2007; teguh, 2009; helmy, 2010; wiratmoko, 2011; harshanty, 2011; amianti and supriyanto, 2012; soekardi, 2012; bachtiar, 2012; ekaningsih, 2012; haryono, 2012; mishan, 2012; andayani, 2012; iskandar, 2012; murti and srimulyani, 2013; negara, dkk, 2014). intrinsic motivation such as job responsibility, opportunity for improvement, and job satisfaction affects employee performance significantly, but intrinsic motivation like other’s achievement and recognition does not. (juliani, 2007). working motivation has positive relationship with employee performance as shown in employee behavior through self development like trainings, responsibility on tasks given by superior, appreciation and promotion based on performance evaluation (sjafei, 2011). the fluctuation of employee performance can be seen from the motivation given to employee. someone who has high motivation in work tends to do the job well and maximally (murty and hudiwinarsih, 2012). pt medion is a company moving in vitamin, vaccine, and weft production for fowl, which is located in batujajar permai cimareme industry district – bandung barat. the declining of work motivation in biological product division of pt medion bandung barat is shown in table 1. table 1 30 employees’ opinion about the cause of work motivation declining based on initial interview in biological product division of pt medion bandung barat employees’ opinion yes no health insurance given by company is adequate -30 employees are involved in management decision making -30 source: the result of initial interview in biological product division of pt medion bandung barat, 2015 data in the table above shows that health insurances given by company are inadequate, since they are only provided to the employees and are not applicable for their families. also, the employees state that they have not been involved in management decision making, so when there is problem, there is no solution based on objective considerations from the employees. the phenomena of employee performance in biological product division of pt medion bandung barat based on data obtained from hrd shows that it is not optimal. the non-optimal employee performance is based on assessment data of achievement obtained from hrd, which is: (1) employees are not skilled and swift in working; (2) employees do not understand the work instructions given by superior well; and (3) employees also do not have good knowledge about the tasks that must be done. the other phenomena, which causes the non-optimal employee performance is inadequate facility and unconducive organizational climate. those phenomena are shown in table 2. 110   journal the winners, vol. 16 no. 2, september 2015: 108-119  table 2 30 employees’ opinion about the cause of non-optimal employee performance based on initial interview in biological product division of pt medion bandung barat   employees’ opinion yes no facility like office inventory given by company is complete -30 employees’ workplace is adequate (supported by the room size, lighting, ventilation, air conditioner) -30 organizational climate like work atmosphere is conducive -30 source: the result of initial interview in biological product division of pt medion bandung barat, 2015 based on the explanation and data in table 2, the analyzed problem can be formulated. first, it is how motivation and employee performance in biological product division of pt medion bandung barat are. second, whether there is significant effect of motivation on employee performance in biological product division of pt medion bandung barat. the goal of this research is to find out the relationship between motivation and employee performance in biological product division of pt medion bandung barat. this research is also to find out that there is significant effect of motivation on employee performance in biological product division of pt medion bandung barat. the term of motivation is from latin, movere, which means “move” (winardi, 2002). motivation is formulated as psychological process, causing persistence of voluntary activities to appear, direct, and happen for particular goal. a very motivated person is someone who does substantial effort to support the production goal and organization where that person works. a person who is not motivated only provides minimum effort in working. motivation is not the only important determinant for individual performance, since there are other determinants such as deployed working effort, ability of connected person, and previous work experiences. motivation to perform an activity appears because there are needs to be fulfilled. the motivation will weaken if the needs are fulfilled. motivation is a push on series process of human behavior to achieve goal (wibowo, 2013). the contained element in motivation covers element of raising, directing, protecting, showing intensity, continuity, and goal. there is common interest between humans as workers and organization. on one side, workers work for compensation to fulfill their needs, and on the other side, for achieving goal to actualize their work achievement. organizational performance is actualized by the collection of performance from all workers to achieve organizational goal. the understanding of motivation term is classified into motive, motivation and work motivation (mangkunegara, 2007). motive is stimulated need orienting in individual goal in achieving satisfaction. motivation is defined as a condition which moves human to particular goal. work motivation means a condition which has influence in rising, directing and maintaining behavior related to work environment. the dimensions of motivation based on hierarchy of needs by maslow (in mangkunegara, 2007) consist of: (1) physiological need is needs to eat, drink, have physical protection, breath and sex. (2) safety needs is needs for protection from threat, danger, argument, and environment. (3) social needs or sense of belonging needs, which is needs to be accepted by group, affiliated, interacted, and needs to love and to be loved. (4) esteem needs is needs to be respected and appreciated by others, and (5) self actualization need is needs to use ability, skill and potency. the dimensions of motivation analyzed in biological product division of pt medion bandung barat are: (1) safety need consists of indicators like health insurance and pension insurance, (2) social need consists of indicators such as employees’ involvement in decision making and relationship the effect of motivation …… (arif yusuf hamali; dkk) 111  between colleagues, (3) esteem need consists of appreciation indicators on employees’ achievement and fair treatment from superior. performance is defined as the result of work or work achievement (wibowo, 2013). actually, performance has wider definition; it is not only about work achievement, but also how the process of working takes place. performance is the result of work which has a strong relationship with strategic goal of organization, consumer satisfaction, and contribution to economy. performance is about what is done and how to do it. the concept of performance is abbreviation of work and kinetic energy which in english is performance (wirawan, 2009). the performance term is often said as performa or kinerja in bahasa indonesia. performance is the output resulted from functions or indicators of a job or profession in particular time. job is activity of completing or making a thing which only needs power and particular skill done by blue collar worker. profession is job which needs mastering and applying knowledge that has been studied in university like done by professional or white collar worker. the performance term is from job performance and actual performance. the meaning of job performance is the result in quality and quantity achieved by an employee in performing the task with responsibility given (mangkunegara, 2007). the dimensions or factors that affecting performance are: (1) ability factor, which is psychological factor owned by an employee in form of potential ability (iq) and ability (knowledge + skill); and (2) mental factor, which is factor formed from employee’s behavior in facing work situation psychophysically. an employee must be ready mentally and physically, understands the main goal and target which will be achieved, utilized and created in working situation.   the dimensions of performance analyzed in biological product division of pt medion bandung barat are: (a) ability factor consists of indicators like accuracy in completing work, precision and seriousness in working, ability and quickness in working, understanding of work instruction, and knowledge of task. (b) mental factor consists of indicators like direction and trust from superior, colleagues’ support, adequate facility, and conducive work climate. based on the explanations, the hypothesis then can be formulated that it is expected for motivation to affect employee performance significantly in biological product division of pt medion bandung barat. the framework of research can be seen in figure 1. independent variabel (x) dependent variabel (y) figure 1 framework method research methods used in this research are descriptive and associative. basically, descriptive research is a process of generalization of a research result based on one sample and its research variable is independent, so the hypothesis is not in form of comparison or the relation between two variables or more (sugiyono, 2006). associative research aims to analyze the relation between motivation (x):  safety need  social need  esteem need performance (y):  ability factor  mental factor 112   journal the winners, vol. 16 no. 2, september 2015: 108-119  variables in population through the variable relation data in sample, while the hypothesis is to test the existing correlation coefficient on the sample that is to be applied to all samples taken (sugiyono, 2006). population is generalization of territory consisting of object/subject that have particular quality and characteristic as set by researcher to be studied, and then will be concluded (sugiyono, 2006). population of this research is employees in biological product division of pt medion bandung barat, approximately 51 people. the sample is the amount and characteristic which is owned by the population (sugiyono, 2006). the determination of sample in this research uses slovin’s formula: description: n = sample n = population e = the percent of inaccuracy due to mistake in taking sample that can still be tolerated, taken= 5% n 51 1 51 0.05 2   51 1 0,1275 45,23 rounded to 45 people with n = 51 and e = 5%, it is obtained that n= 45,23 rounded to 45. thus, the sample is about 45 respondents. the technique of sampling done is simple random sampling because the sampling is performed randomly without paying attention to the level in the population, and this is done if the population is considered as homogeny (sugiyono, 2006). data used in this research is primary source data and secondary data. primary data is a collection of data done directly on the analyzed object to obtain the answer from the respondents. secondary data is data obtained from company, literature, and other information which are considered relevant and supporting the research. method used to collect data is closed system questionnaire, which means for each question it is provided with the answers. questionnaire used in this research is likert scale. the scale is made by gradation from strongly disagree (score=1) to strongly agree (score=5). analysis obtained in this research is descriptive and associative. descriptive analysis uses weighting analysis, and to find the standard weight value, it can be completed by finding the length of weight range. the standard weight value can be determined by finding the length of weight range from five classifications, with step as follows: description: r = the range of classification r r = 36 n n 1 n e 2 (1) r the highest score x the amount of sample the lowest score x amount of sample 5 (2) the effect of motivation …… (arif yusuf hamali; dkk) 113  the weighting is divided into five levels based on the classification above, started from the lowest level to the highest level with the weight range above 36. the classification of standard weight value is generated in table 3. table 3 the standard weight value associative analysis is done to see how the effect of independent variable on dependent variable, in this case, the effect of motivation (x) on employee performance (y) in biological product division of pt medion bandung barat, by using spearman’s rank: where: r1 = correlation analysis di = difference of two variable n = sample the test of correlation coefficient is done to find out the truth of hypothesis presented in this research by using t-test formula: where: r = correlation coefficient n = sample t-test is performed to prove that motivation variable (independent variable) affects employee performance (y variable) significantly, with provision as follows: (1) if tcount > ttable, then motivation affects employee performance significantly, or ho is rejected and h1 is accepted. (2) if tcount < ttable, motivation does not affect employee performance significantly, or ho is accepted and h1 is rejected. the calculation in data analysis of this research uses spss software version 19. the next step is analyzing the correlation to see the effect of motivation on employee performance by using coefficient of determination with this formula: weight value category 45 – 80 worst 81 – 116 worse 117 – 152 enough 153 – 188 good 189 – 224 best (source: the result of processing primary data, 2015) 1 6∑ (3) 2 1 (4) x 100% (5) 114   journal the winners, vol. 16 no. 2, september 2015: 108-119  correlation or cohesion of the relation between free variable and bound variable is classified by kuncoro and riduwan (2007), as seen in table 4. table 4 interpreting correlation coefficient of r value coefficient interval level of relation 0,80 – 1,000 very strong 0,60 – 0,799 strong 0,40 – 0,599 strong enough 0,20 – 0,399 weak 0,00 – 0,199 very weak (source: riduwan and kuncoro (2007)) results and discussion the result of validity test on x variable (motivation) and y variable (employee performance) states all is valid, based on the criteria if correlation coefficient or r count > 0,3 with significance degree 5% (α=5%), then the statement is valid. the result of validity test on motivation variable and employee performance variable are shown in table 5 and 6. table 5 validity test for motivation variable (x) question r count description health insurance pension insurance involvement in decision making work relationship between colleagues appreciation on employee’s achievement fair treatment from superior 0,681 0,734 0.848 0,721 0,831 0,896 valid valid valid valid valid valid (source: the result of processing primary data, 2015) table 6 validity test for employee performance variable (y) question r count description accuracy in completing work 0,786 valid seriousness and precision in working 0,938 valid ability and quickness in working 0,721 valid understanding of work instruction 0,844 valid good knowledge of task 0,859 valid direction and trust from superior 0,645 valid colleagues’ support 0,637 valid communication between superior and subordinate 0,915 valid adequate facility 0,713 valid conducive work climate 0,848 valid (source: the result of processing primary data, 2015) the effect of motivation …… (arif yusuf hamali; dkk) 115  reliability test on research instrument the result of reliability test on x instrument variable (motivation) and y variable (employee performance) states that all is reliable. the result of reliability test on motivation variable and employee performance variable is shown in table 7 and table 8. table 7 the result of reliability test on motivation variable reliability statistics cronbach's alpha n of items .877 6 table 8 the result of reliability test on employee performance variable reliability statistics cronbach's alpha n of items .932 10 the result of descriptive average weighting for motivation variable shows average value of weight about 177 in good category. this result can be concluded that overall employees’ motivation in biological product division of pt medion bandung barat is good. however, the dimension of safety need has weight value below the average of motivation variable, which is on health insurance about 175, and dimension of social need on indicator of involvement of employees in decision making. the cause of motivation declining is that the program of health insurance applies only for the employees, not for their family. the other cause is employees have never been involved in management decision making by superior, so when there is a problem, employees feel their social need is not fulfilled since their opinion as members of organization are not accepted and appreciated. the result of average weight value on respondents’ opinion about motivation in biological product division of pt medion bandung barat is shown in table 9. table 9 respondents’ opinion about motivation variable no dimension indicator respondents’ opinion weight average weight 5 4 3 2 1 1 safety need  health insurance 9 24 10 2 0 175 178  pension insurance 11 24 10 0 0 181 2 social need  involvement in decision making 11 21 8 5 0 173 175  work relationship between colleagues 11 20 13 1 0 176 3 esteem need  appreciation on employee’s achievement 13 21 9 2 0 180 179  fair treatment from superior 12 22 7 4 0 177 average 177 source: the result of processing primary data, 2015 the result of descriptive average weighting for performance variable shows average value of weight about 165 in good category. thus, it can be concluded that overall employee performance in biological product division of pt medion bandung barat is good. however, there are dimensions that are below the average of performance variable, which are ability factor with indicators like skill and 116   journal the winners, vol. 16 no. 2, september 2015: 108-119  swiftness in working, understanding of work instruction, and good knowledge of task. mental factor also has weight value below the average of performance variable, such as adequate facility and conducive work climate. the result of average weight value on respondents’ opinion about employee performance in biological product division of pt medion bandung barat is shown in table 10. table 10 respondents’ opinion about performance variable no dimension indicator respondents’ opinion weight average weight 5 4 3 2 1 1 ability facctor accuracy in completing work 9 26 10 0 0 179 159 seriousness and precision in working 11 17 17 0 0 174 ability and quickness in working 4 19 16 6 0 156 understanding of work instruction 5 11 24 5 0 151 good knowledge of task 5 8 14 18 0 135 2 direction and trust from superior 15 24 6 0 0 189 170 mental factor colleagues’ support 15 23 7 0 0 188 communication between superior and subordinate 11 17 15 2 0 172 adequate facility 4 19 16 2 4 152 conducive work climate 5 11 23 6 0 150 average 165 source: the result of processing primary data, 2015 the effect of motivation on employee performance in biological product division of pt medion bandung barat can be viewed using spearman’s rank correlation analysis. the result of correlation analysis by using spss software version 19, with r value = 0,568 is shown in table 11. table 11 correlation analysis (nonparametric correlations) the result of spss in table 11 shows that the result is significant on significance level α = 5% (sig. value (2-tailed = 0,000 is smaller than 5%)), which means there is significant effect of motivation on employee performance in biological product division of pt medion bandung barat. the hypothesis test is accomplished to find out the truth of hypothesis presented in this research by using ttest, as follows: correlations motivation employee performance spearman's rank motivation correlation coefficient 1.000 .568** sig. (2-tailed) . .000 n 45 45 employee performance correlation coefficient .568** 1.000 sig. (2-tailed) .000 . n 45 45 **. correlation is significant at the 0.01 level (2-tailed). source: the result of processing primary data, 2015 the effect of motivation …… (arif yusuf hamali; dkk) 117  2 1 (6) where: r = 0,568 n = 45 therefore: 45 2 1 0,568 , t = 4,526 the value of t count is compared to t table, based on the table of distribution that t for db = 452 = 42, α = 0, 05. for the test of two parties, it is obtained that t = 2,017. the calculation shows the value of t count is bigger than value of t table which is 4,526>2,017, then ho is rejected and ha is accepted. therefore, the hypothesis presented in this research is right, which means motivation affects employee performance significantly in biological product division of pt medion bandung barat. next is to find out the relation level, based on the criteria in table 11, with r value = 0, 568, then this relationship is in strong enough criteria. from this result r = 0, 568, it states the contribution of the dimension of x variable (motivation) on y variable (performance), determined by coefficient of determination, as follows: cd = r2 x 100% (7) = (0,568)2 x 100% = 32,26% based on the calculation, with 32,26%, it means this research shows motivation affects employee performance in biological product division of pt medion bandung barat about 32,26%, while the rest about 67,74% is affected by other factors that are not analyzed in this research. conclusion according to result and discussion, it can be concluded that there is significant correlation between motivation and employee performance in biological product division of pt medion bandung barat with correlation coefficient r = 0,568. based on the champion criteria with r value = 0, 568, this relationship is categorized as strong enough. from coefficient of determination, r2 = 0, 3226 is obtained, meaning that in this research, motivation affects employee performance about 32, 26%, while the rest about 67, 74% is affected by other factors that are not analyzed in this research. the result of hypothesis test using t-test shows value of t count is larger than value of t table (4,526>2,017), thus ho is rejected and ha is accepted. those results approve the hypothesis in this research that there is positive effect of motivation on employee performance in biological product division of pt medion bandung barat. suggestions that can be given to the management of pt medion bandung barat based on the result of this research are: first, management of the company should review the policy of health insurance, which is given not only to the employees but also to their family corresponding with existing labor law. second, the superior should involve employees in each management decision 118   journal the winners, vol. 16 no. 2, september 2015: 108-119  making when there is problem, so they are motivated to work due to appreciation and acknowledgement as members of organization. third, the management of company should prepare employees with education and training continuously and effectively to improve their ability, swiftness, understanding and knowledge in doing their task. fourth, the superior should give complete and adequate facility to employees and create conducive work climate and situation to achieve optimal employee performance. considering the result that shows motivation affects employee performance about 32, 26% while the rest 67, 74% is affected by other factors, for the future researchers, they can conduct a research by adding different free variable (x), such as leadership, compensation, and organizational culture which can affect employee performance. references andayani, d. 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(2013). manajemen kinerja. cetakan ketujuh. jakarta: pt. rajagrafindo persada. accounting, business, management, and information system volume 2, nomor 1, maret 2001 issn: 1412 1212 pelindung ir. th. widia soerjaningsih, m.m. once kurniawan, s.kom., m.m. h. mohammad subekti, b.e., m.sc. redaktur utama dr. ir. haryono soeparno, m.sc. dewan redaksi e.a. kuncoro, s.e., m.m. ir. harjanto prabowo, m.m. retno sri handini, s.e., m.phil. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) editor dra. endang ernawati, m.lib. sekretariat yanti, s.kom., m.m. triwiyana alamat sekretariat subbiro publikasi ilmiah bidang ekonomi, biro penelitian dan publikasi, universitas bina nusantara kampus syahdan, jl. k.h. syahdan no. 9, kemanggisan palmerah, jakarta barat 11480 telp. (021) 5345830, 5350660 ext. 2206 fax. (021) 5300244 e-mail: mgt2000@binus.ac.id issn 1412-1212 subbiro publikasi ilmiah bidang ekonomi universitas bina nusantara accounting, business, management, and information system volume 2, nomor 1, maret 2001 issn: 1412 1212 daftar isi kata pengantar.................................................................................................................. v chandra wibowo widhianto internet commerce managing financial on the internet................................................. 1-11 budiman notoatmojo; rudi rivai optimasi pengembangan embung di indonesia (optimation of embung utilization in indonesia)........................................................... 12-17 haryadi sarjono metode perhitungan angka indeks produktivitas menggunakan model marvin e mundel (method of productivity index number calculation by marvin e mundel model).......... 18-24 e. koestandar perlukah sistem nilai tukar free float dipertahankan (is it necessary the free float exchange rate regime to be preserved)......................... 25-37 agus eko nugroho trade policies and the export performance of indonesia, 1983-1997............................ 38-46 endang nuryadin upaya meningkatkan pendapatan bank melalui optimalisasi cross selling terhadappelanggan (the effort to increase bank income by cross selling optimation to customers)........... 47-54 m. takdir mulyadi realokasi pegawai sebagai salah satu upaya pengembangan karier (staff reallocation as one of efforts in developing carrier).......................................... 55-65 idris gautama; meirianty prawira; vianty prawira perencanaan strategi sistem informasi: studi kasus perusahaan asuransi jiwa (strategic planning of information system: a case study at life insurance company)... 66-92 kata pengantar journal the winners untuk penerbitan vol. 2 no. 1, maret 2001 berisi delapan artikel yang membahas masalah internet commerce managing financial on the internet, optimasi pengembangan embung di indonesia, metode perhitungan angka indeks produktivitas menggunakan model marvin e mundel, perlukah sistem nilai tukar free float dipertahankan, trade policies and the export performance of indonesia, 1983-1997, upaya meningkatkan pendapatan bank melalui optimalisasi cross selling terhadap pelanggan, realokasi pegawai sebagai salah satu upaya pengembangan karier, dan perencanaan strategi sistem informasi: studi kasus perusahaan asuransi jiwa. journal the winners ini merupakan hasil kerja penulis, tim redaksi, dan partisipasi segenap civitas akademika yang menekuni bidang ekonomi. mudah-mudahan jurnal ini bermanfaat bagi pembaca. jakarta, maret 2001 redaktur utama dr. ir. haryono soeparno, m.sc. journal the winners, vol. 2 no. 1, maret 2001 v internet commerce managing financial on the internet optimasi pengembangan embung di indonesia (optimation of embung utulization in indonesia) metode perhitungan angka indeks produktivitas menggunakan model marvin e mundel (method of productivity index number calculation by marvin e mundel model) perlukah sistem nilai tukar free float dipertahankan (is it necessary the free float exchange rate regime to be preserved) trade policies and the export performance of indonesia, 1983-1997 upaya meningkatkan pendapatan bank melalui optimalisasi cross selling terhadap pelanggan (the effort to increase bank income by cross selling optimation to customers) realokasi pegawai sebagai salah satu upaya pengembangan karier (staff reallocation as one of efforts in developing carrier) perencanaan strategi sistem informasi: studi kasus perusahaan asuransi jiwa (strategic planning of information system: a case study at life insurance company) segmentation map, consumer preference …… (ina melati et al.) 111 segmentation map, consumer preference, and price determination appropriate for wedding organizer business in jakarta ina melati1; teddy indira budiwan2; raden ajeng aryanti wardaya puspokusumo3 1,2,3 department of international marketing, bina nusantara university jl. k. h. syahdan no. 9, palmerah, jakarta 11480, indonesia 1imelati@binus.edu; 2tbudiwan@binus.edu; 3rpuspokusumo@binus.edu abstract this research was aimed to validate segmentation from previous research, determining consumer preference and pricing perception based on preferences selected by the wedding organizer (wo) consumer in each validated segment to reach consumer satisfaction. this research was a quantitative descriptive research by using probability sampling with 100 total respondents. the used analytical models, were differences in accordance to each problem studied, those were: (1) segmentation was analyzed by cluster analysis and cross tabulation and, (2) consumer preference, as well as pricing perception, were analyzed by cross tabulation. this research produces three segmentations of wedding organizer users and their appropriate product and service preference, including price perception from each of the consumers. in terms of fair price, each segment has their own perception. smart couple prefers standard portfolio in product and office performance, employee quality and service contract in service, priced in 65 mio – 125 mio. uncle scrooge prefer catering, rundown management and makeup & wardrobe in product and employee quality in service, all in the price range of 65 mio – 125 mio. familiar face couple has catering in product preference and consultant allocation in service preference, all in the price range of 65 mio – 125 mio. keywords: behavioral segmentation, demographic segmentation, consumer preference, pricing perception, wedding organizer introduction wedding for most people is a special moment. often, they become irrational when it comes to preparing for a wedding, such as willing to spend much money to spend on the wedding. the wedding industry has become an opportunity to create a wedding planner business or better currently known as a wedding organizer. wedding organizer business is a potential business according to mansur (2016). he has stated that the future bride and groom want to make their wedding as an unforgettable moment. moreover, according to melati (2015), the article has said that the wedding organizer becomes a solution for prospective couples in preparing for her marriage. sitorus (2016) has said that currently, the wedding organizer industry has an excellent opportunity to develop and many businesses men want to try their luck in conducting this business. entrepreneurs see that marriage can be taken as a business area that can be developed into a lucrative and promising business field. as for this reason, many serious business players have decided to plunge into wedding organizer business. cravens and piercy (2013) have said segmentation is an important marketing tool in developing a marketing strategy. through segmentation, a company will be able to determine the company’s target, positioning, and competitive advantage. in this case, the wedding organizer industry in indonesia has not had any clear segmentation, yet. as a service provider for high involvement product category, every customer will demand the service in accordance with what they need. mailto:imelati@binus.edu mailto:tbudiwan@binus.edu 112 journal the winners, vol. 19 no. 2, september 2018: 111-117 meanwhile, consumers have different characteristics, which will make some difference perception of the service they want (myers, 1996). when an industry does not have a clear customer segmentation, they will not have clear guidance about what kind of service expected by consumers with different characteristics (alhassan & sakara, 2014). according to etzel, bruce, and stanton (2001), the central focus of the concept of market segmentation is based on the issue of identifying and clustering heterogeneous consumers into a group of one or more meaningful, viable, and accessible homogeneous consumers. middleton and clarke (2008) have stated that the more an organization knows about its customers, including their prospective, needs, and desires, the better marketing strategy that will be designed and implemented, resulted in the better marketing efforts to stimulate their consumer purchasing decisions. srihadi et al. (2016) also argue that market segmentation aims to meet the needs of subgroups, protect the firm’s offerings from the competition on price, and improve the customer loyalty and company returns. according to tjiptono and chandra (2005), consumer pricing factor can be one of the things taken into consideration in purchasing the product. in deciding the purchase of a product, the majority of consumers are influenced by price factors in addition to other factors that will also influence their decision to make purchases such as brand image, store location, service, value, product features, and product quality. value-based segmentation has its origin in customer segmentation, which has been widely used in the marketing area because it plays an important role in developing effective marketing strategies (cermak, file, & prince, 1994). in terms of segmentation, some factors serve as the foundation, one of which is based on what is considered valuable by a consumer who is referred to as value-based segmentation. value-based segmentation is a method used to divide customers into subgroups based on specific values that customers seek in the products/services (kotler & amstrong, 2012). value-based segmentation aids in the planning of marketing strategies by making it easier to address the needs of particular value segments, finding a niche market that allows a new company or new product to target less competitive market areas, and making more efficient and effective use of marketing resources by focusing on segments (kotler, bowen & makens, 2005). this statement is also clearly supported by musyoka et al. (2007). therefore, if value-based segmentation is not handled correctly, marketing efforts may be less effective and less profitable. in every process of marketing strategy development including the decision-making in it, customer value plays a very important role. this statement is also supported suki (2013) who says that customer value is the main foundation in a marketing process, he also refers to perceived as a consumer’s overall assessment of a product or service based on the perception of what is received (benefits) and what is given (costs incurred). according to sweeney and soutar (2001), they have identified four distinct consumer value dimensions (social, emotional, quality/performance, and price/value for money) that significantly drive purchase attitude and behavior. in addition, besides the four dimensions, product features are also the value for a consumer. product features are related to the attributes of a product that helps to meet the satisfaction level of consumers’ needs and wants through owning the product, use, and utilization of the product (kotler & amstrong, 2012). in the aspect of product price, which is the amount of money expected or given in payment for a product, according to swani and yoo (2010), if it is associated with a featured product and willingness to pay from the consumer side, it can be said that the consumer will have the desire to pay some money to buy a product or service, when they feel the benefits of using the product, and also feel satisfied with the product (suki, 2013). furthermore, they support the expectation that if the consumers perceive a product to be valuable, they will be more willing to buy the product at a premium price. so, to determine the target for the wedding organizer market, setting the price in accordance with the wishes of customers is also an important thing to be done by the company. because wedding organizer is a product with high involvement category, where consumers will spend segmentation map, consumer preference …… (ina melati et al.) 113 a great sacrifice to get it, so they will also expect products/service in accordance with the sacrifices they have to spend. consumer preferences for products and services vary by segmentation; consumer analysis needs to be performed as a foundation in the determination of segmentation strategy so that real consumers can be served more in-depth and focus service, which will impact to the creation of optimal satisfaction. so it can be concluded that each of the market segmentation of wedding organizer must have its own perception about the price that they willingly spend on its service. each segment also has its own preferences related to the products or services of a wedding organizer. if the match between segmentation with product and service preferences and prices can be fulfilled, then the customer satisfaction of a wedding organizer can be reached maximally. perceived values are important criteria that are employed by a person in making preference judgment and guide the consumers’ choice (butler et al., 2016), especially because the wedding organizer is a high involvement product category. the absence of segmentation, especially customer segmentation in the wedding organizer industry in indonesia, causes an unclear picture of its users. it has been known clearly that wedding organizer users are individuals with different characteristics. in terms of wedding packages, wedding organizer in indonesia tends to tailor-make them based on each customer’s own perception and judgment on the needs that may arise in the process of marriage. this is the research objective of this research to describe the consumer segmentation based on product and service preference as well as the price for the respected package. from this research, the companies and consumers will get the benefits, namely: (1) for owners of wedding organizer will be able to target consumers exactly, knowing the characteristics of each segmentation so that wedding organizer can provide the right service to each segmentation. (2) for consumers, they will get an insight about how much the price is reasonable for services wedding organizer, and what products and services they will get with the price they pay it. thus, the asymmetric information that occurs between the owner of the wedding organizer and the consumer is no longer happening, and the business process can run better. methods this research is a quantitative descriptive research. with the number of unknown population, sample size calculation is done with con. because the number of population is not known with certainty, therefore the number of samples is calculated using the sampling technique with the unknown population (widiyanto, 2008) with determination α = 5%, with the following results: n = z2/ (4. µ 2) n = 1,96 / (4.0,052) n = 196 ≈ 200 respondents whereas : n = sample size z = sample confidence level required in the research, at α = 5% (the degree of confidence determined 95%) then z = 1,96 μ = sampling error, tolerable error rate (determined 5%) cluster analysis is used to form behavioral segmentation; meanwhile, the cross-tabulation analysis is used to perform demographic segmentation analysis and to look for suitability between segmentation that has been formed with consumer preference to expected products and services as well as the perception of price according to the perception of the respondent. table 1 shows the design of this research. 114 journal the winners, vol. 19 no. 2, september 2018: 111-117 table 1 research design research objective research method type of research type of data sampling technique unit analysis time horizon data analysis rq1: determine segmentation case study & survey descriptive quantitative simple random sampling individuals in the marital age in jakarta cross sectional cluster analysis & cross tabulation rq2: determine consumer preferences towards products & services case study & survey descriptive quantitative simple random sampling individuals in the marital age in jakarta cross sectional factor analysis & cross tablulation rq3: determine price perception case study & survey descriptive quantitative simple random sampling individuals in the marital age in jakarta cross sectional cross tabulation results and discussions cluster analysis is used to form behavioral segmentation; meanwhile, the cross-tabulation analysis is used to perform demographic segmentation analysis and to look for suitability between segmentation that has been formed with consumer preference to expected products and services as well as the perception of price according to the perception of the respondent. table 2 shows the distance cluster. table 2 distance cluster distances between final cluster centers cluster 1 2 3 1 3,147 3,562 2 3,147 6,109 3 3,562 6,109 table 3 shows the characteristics of each cluster. based on the numbers on each cluster. table 3 shows that suiting cluster 1 weddings, in general, are quite high. in addition, they also have some description of their related wedding. because they have some ideas, then it is natural when they need the service is higher than the wedding organizer. they want a high consistency of the contract from the wedding organizer, but they also include customers who are also very consistent against the agreed contract. regarding the addition of the price that sometimes is added by the wedding organizer, it is not a problem as long as it is so meaningful to this segment. this segment has not used the services of a wedding organizer before. however, this segment is very trust with suggestions from their families or relatives on choosing wedding organizer. the most important thing on this segment is their family will easily recommend a wedding organizer that has been used by other people. in the subject of price, segment 1 has a lack of understanding of the price range of a wedding organizer. however, in essence, they learn the price among wedding organizer whom they know. in addition, segment 1 will be quite willing to use a prominent wedding organizer after they know the price offered by them. according to price offered by majority of wedding organizer it does not correspond to their expectations. although like that, the quality of a wedding organizer in blitar is considered to be good. segmentation map, consumer preference …… (ina melati et al.) 115 table 3 final cluster centers final cluster centers cluster 1 2 3 knowledge 3,10 2,36 3,76 level_imagination 3,01 2,49 3,60 reference 3,02 2,35 3,66 service 3,27 2,26 3,58 intensity_meeting 3,26 2,38 3,65 corporate_assistancce 3,20 2,28 3,60 wo_contract_consistency 3,55 2,62 3,76 client_contract_consistency 2,21 2,23 3,02 budget_sensitivity 2,57 2,16 3,68 loyal_customer 1,45 1,53 3,25 advocacy 3,20 2,41 3,84 customer_reference_experience 3,29 2,53 3,79 price_product 2,30 1,78 3,72 price_diversity 3,16 2,51 3,66 intention 2,93 2,25 3,75 suitability 2,79 2,26 3,65 quality_perception 3,04 2,32 3,69 the next analysis concerns with segment 2. they are people who do not know about the details of a wedding. in fact, they still do not have any description about marriage that might be done. it also occurs on other indicators. they do not require the intensity of the meeting with the wedding organizer or wedding organizer personnel assistance in person. in terms of the deal, this segment also has less attention to it. they are also not included customers who want to recommend or to hear the recommendations of others. related to price issue they do not find out anything to bargained prices right a wedding organizer. moreover, for the other indicators, they do not even have a need to use the wedding organizer after they know the price. the latter is the segmentation of segment 3, it based on the results obtained by the cluster, the three digits segmentation is most high on every charge indicators. they are located on this segment knowing the whole detail of a wedding. up to marriage, however, they have had an idea. this segment takes the high-intensity meeting with wedding party organizer to explores the details of the wedding that customers want. the assistance of personnel from private wedding organizer is needed to take them to facilitate coordination. they argue that the contract with the wedding organizer cannot be changed haphazardly from either party. however, they are quite fickle clients because they have a tendency to change the contract agreement. in addition to the contract, this segment is so sensitive to changes or additions which might be given the price of the wedding organizer. they are the segments that are familiar with the wedding organizer, so they definitely want to recommend or recommended by family or their close relatives. not only is the concept of their marriage, to the question of the price of wedding organizers yet not familiar to them. they have a wide variety of reference price wedding organizer, and they tend to compare before making a decision of purchase of services or products that they think have a price matching from the wedding organizer. this segment of the opinion, in general, the wedding organizer in blitar has a good quality. the behavior is also an important thing in this segment that they take the decision after finding out the price offered by a wedding organizer. 116 journal the winners, vol. 19 no. 2, september 2018: 111-117 conclusions the products and services preference of each wedding organizer consumer segmentations in jakarta. it also contains some good insights from each wedding organizer consumer segmentation, especially about the most suitable products and services for each segmentation, so that a wedding organizer will be able to give the best products and services for segmentation they choose, this is, of course, will result from customer satisfaction and possibly loyalty. first, smart couple segmentation characteristics are they really understand the details of the whole wedding; they even have their own imagination of about the wedding. no wonder they have so many ideas about marriage because they have many references to knowledge about marriage. because of it, they need help from personnel to plan their wedding. consumers in this segment also need the wedding organizer to be willing to assist them for 24 hours. wedding organizers need to know that this consumer is sensitive with cost and contract changes. when wedding organizers can give them satisfaction to this segment, they will easily be loyal and even recommend the service to people close to them. this segmentation is similar to the segmentation in previous research, which found the segmentation of ‘smart couple’. this segmentation is a combination of segmentation ‘wedding dream couple, wishy-washy couple, and familiar faces couple’. product and service preferences in segmentation are the standard portfolio, office performance, employee quality, and service contract with the perception that the most reasonable price of wedding organizer services for them is between rp65.000.000-rp125.000.000. second, uncle scrooge segmentation which has a similar characteristic with smart couple segmentation, but they are not easy to be loyal. this segment is also sensitive to the price. therefore, they have product and service preferences in the form of catering, rundown management, makeup & wardrobe, and employee quality, with reasonable price perceptions for this segmentation similar to the price perception of smart couples segmentation. third, familiar faces couple segmentation is the most unique segmentation, this segmentation knows about the wedding details, but they are not complicated consumers. this is because of the family and the most often used wedding organizer in their marriage. especially on contractual and budgetary issues, it does not really matter for them. their preference in terms of products and services ranges from catering and allocation consultants, with the perception that the price is the same as the previous two segmentations. references alhassan, f., & sakara, a. (2014). factors influencing market segmentation in the hotel industry. international journal of economics, commerce and management, 2(9), 1-16. butler, k., gordon, r., roggeveen, k., waitt, g., & cooper, p. (2016). social marketing and value in behavior? perceived value of using energy efficiently among low income older citizens. journal of social marketing, 6(2), 144-168. cermak, d. s., file, k. m., & prince, r. a. (1994). a benefit segmentation of the major donor market. journal of business research, 29(2), 121-130. cravens, d. w., & piercy, n. f. (2013). strategic marketing (10th ed.). new york: mcgraw-hill international. segmentation map, consumer preference …… (ina melati et al.) 117 etzel, m. j., bruce j. w., & stanton, w. j. (2001). marketing (12th ed.). new york: cab international. kotler, p., & armstrong, g. (2012). principle of marketing 14 th ed. new jersey, usa: pearson prentice hall. kotler, p., bowen, j. t., & makens, j. c. (2005). marketing for hospitality and tourism (4th ed). new jersey: pearson education. mansur, a. (2016). bisnis wedding organizer sangat prospektif. retrieved february 10th, 2017 from http://www.neraca.co.id/article/63399/bisnis-wedding-organizer-sangat-prospektif. melati. (2015). apa saja yang menjadi pertimbangan penting bagi calon pasangan pengantin dalam memilih wedding organizer. retrieved february 14, 2017 from http://sbm.binus.ac.id/2015/05/27/apa-saja-yang-menjadi-pertimbangan-penting-bagi-calonpasangan-pengantin-dalam-memilih-sebuah-wedding-organizer. middleton, v. c. t., & clarke, j. (2008). marketing in travel and tourism. journal of travel research, 27(3), 49-49. musyoka, s. m., mutyauvyu, s. m., kiema, j. b. k., karanja, f. n., & siriba, d. n. (2007). market segmentation using geographic information systems. marketing intelligence & planning, 25(6), 632-642. myers, c. s. (1996). trust, commitment and values shared in long-term relationships in the services marketing industry. master’s thesis. las vegas: university of nevada. sitorus, r. (2016). peluang untung dari binsis wedding organizer. retrieved february 10th, 2017 from http://entrepreneur.bisnis.com/read/20160129/263/514402/peluang-untung-dari-bisniswedding-organizer. srihadi, t. f., hartoyo., sukandar, d., & soehadi, a. w. (2016). segmentation of the tourism market for jakarta: classification of foreign visitors’ lifestyle typologies. tourism management perspectives, 19, 32-39. suki, n. m. (2013). students’ demand for smartphones: structural relationships of product features, brand name, product price and social influence. campus-wide information systems, 30(4), 236-248. https://doi.org/10.1108/cwis-03-2013-0013. swani, k., & yoo, b. h. (2010). interactions between price and price deal. journal of product and brand management, 19(2), 143-152. sweeney, j. c., & soutar, g.n. (2001). consumer perceived value: the development of a multiple item scale. journal of retailing, 2(77), 203-220. tjiptono, f., & chandra, g. (2005). service, quality, and satisfaction. yogyakarta: andi. widiyanto, i. (2008). pointers: metodologi penelitian. semarang: bp universitas diponegoro. http://www.neraca.co.id/article/63399/bisnis-wedding-organizer-sangat-prospektif http://sbm.binus.ac.id/2015/05/27/apa-saja-yang-menjadi-pertimbangan-penting-bagi-calon-pasangan-pengantin-dalam-memilih-sebuah-wedding-organizer http://sbm.binus.ac.id/2015/05/27/apa-saja-yang-menjadi-pertimbangan-penting-bagi-calon-pasangan-pengantin-dalam-memilih-sebuah-wedding-organizer http://entrepreneur.bisnis.com/read/20160129/263/514402/peluang-untung-dari-bisnis-wedding-organizer http://entrepreneur.bisnis.com/read/20160129/263/514402/peluang-untung-dari-bisnis-wedding-organizer https://doi.org/10.1108/cwis-03-2013-0013 medical economics …… (justin callais; walter e. block) 73 medical economics: legalize organ markets justin callais1; walter e. block2 1joseph a. butt, s.j. college of business, loyola university new orleans, 6363 st. charles avenue, new orleans, la 70118 2harold e. wirth eminent scholar endowed chair and professor of economics, joseph a. butt, s.j. college of business, loyola university new orleans, 6363 st. charles avenue, box 15, miller hall 318, new orleans, la 70118 1jtcallai@loyno.edu; 2wblock@loyno.edu abstract the article argued to the contrary that at least insofar as organ transplants were concerned, this general assumption lied 180 degrees away from the truth. the first reaction of most concerned people, at the prospect of buying and selling human body parts, was one of revulsion. and, yet, this was the tried and true means that used for supplying more pedestrian goods and services. the article was the economic principles responsible for adequately making available to us such as items such as apples, shoes, and gardening services were the best ones in this case as well. the method was to argue that the institutions responsible for most goods and services in the economy that the last best hope for solving the problems that faced transplants of human body parts. the researchers consulted google scholar and mises.org and generated in this manner and cited almost a dozen publications which discussed the relevant subject matter and commented on several of them. it finds that pro-organ sellers have a long way to go, but with determination and logic, one day the world will find a place for organs in the free-markets. and, then, many lives will be saved. keywords: medical economics, organ markets introduction organ selling is an issue that is widely discussed among economists and political philosophers, but it is not legal (with the exception of one country). many people find organ selling to be immoral, others claim it is exploitative, and virtually all say there is no chance the practice can ever be legalized, at least not in any civilized country. an objection voiced by many is that the poor would not be able to afford organs, and so would be left out. some may even just find the topic too controversial even to discuss. this topic is without a doubt not considered mainstream, but it can be deliberated upon. as of 2016 in the united states, selling human organs is punishable by law, but it has not always been this way. in 1983, h. barry jacobs, a virginian physician, saw a shortage in organs as well as a growing demand for transplants and decided to do what any savvy entrepreneur would undertake; start a company to fulfill this need (sullivan, 1983). he planned to purchase human organs from willing participants for about $10,000 with an additional $2.000-$5.000 commission fee for dr. jacobs and then sell them to those in need who were willing and able to buy them. it did not take very long before congress shut this idea down, with then representative al gore in the forefront of passing the national organ transplant act of 1984, effectively banning the sale of human organs (meckler, 2007). this bill has led to the laws in place today. in the view of many commentators, while the marketplace can be relied upon to supply a plethora of goods and services, an exception must be made for medical care in this regard. in this field, mailto:jtcallai@loyno.edu mailto:wblock@loyno.edu 74 journal the winners, vol. 18 no. 2, september 2017: 73-81 matters are too important and too complex to be left to the unstructured, profit-seeking, callous system of laissez-faire capitalism. the present research is an attempt to make a case for free enterprise, even for this industry. researchers maintain that an unhampered market in used bodily organs is the sine qua non of good health and that the present system, in which markets in this commodity are prohibited, does not well-serve the public. the researchers thus call for the break-up of this institution. methods for the references, the researchers consulted google scholar and mises.org. the researchers generated in this manner and cited almost a dozen publications which discussed the relevant subject matter and commented on several of them. results and discussions as surprising as this may sound, the only country in the entire world able to boast of a sliver of free-market policies regarding the sale of organs is iran. in mentioning this case, us is of course at least implicitly extrapolating from the iranian situation to that of the us. people, of course, should all be aware of the dangers of doing, so that gives the significant economic differences between the two countries. however, there are some benefits too. otherwise, the researchers would not be justified in even referring to this case in point. in their system, the government offers a compensation of a little over $1.000 in addition to insurance for a year after the surgery. after the purchase, the government then sells the organ to a needy buyer, whether through a payment from him or a charity with a purchase price ranging between $2.300 and $4.500 (dubner, 2008). however, there is one a similarity between practice in iran and the united states. both are centrally controlled, but in the latter, there is no monetary exchange involved. people must obtain permission from the doctor who in turn refers to a transplant center. there that people will be evaluated based on considerations such as age, blood type, waiting time, proximity to the organ, and the urgency of the situation (organ type and waiting time). the results are placed into a database controlled by the united network for organ sharing, and this organization coordinates with regional organ procurement organizations (opos) that checks with the transplant recipients in their area when an organ becomes available. if there is no one in that region which matches this specific organ, then the opo finds a suitor in a close-by region until they find someone appropriate (hainer, 2009). in fact, over 80% of all organs are donated and received in the same geographical area (the gift of a lifetaime, 2004). this process is ineffective and causes many unnecessary deaths. a system with over 121.678 people on the waitlist to receive a lifesaving transplant list; a system that witnesses 22 people die every day waiting for that organ is a system that is completely broken. 100.791 of those people are waiting for kidneys (national kidney foundation, 2014). wilkinson (2016) argues that the actual numbers of persons who need transplants are not effectively represented by such waiting lists. on average, people are stuck waiting for a kidney for around five years with 13 people are dying daily on the waitlist (national kidney foundation, 2014). as a country are adding 52.560 people to the waitlist every year, while only giving transplants to around 23.214 patients (american transplant foundation, 2016). 650,000 transplants over 28 years yield the calculation 23.214 per year. a price control of zero dollars on organs is killing way too many people daily, and free market policies are the most efficient way to fix this (smith, 1776; hazlitt, 1946). in sharp contrast in iran, 1.400 people per year or 0,0018% of the population sell an organ to their fellow citizens. if the united states has a free market policy using the same percentage of the medical economics …… (justin callais; walter e. block) 75 population, it would have close to 575.000 paid organ donors. the 575,000 number uses the most recent us population calculations of 318,9 million. this would lead to a surplus of around 453.322 organs. the abundance of organs would lower the price, when the supply increases (as is the case of a surplus of over 400.000 bodily parts), the price falls. this makes it more affordable for people to purchase the good. it makes them more affordable to poorer people, the main concern of those who support the status quo. not only does this make sense economically, but politically as well. in the most basic free enterprise society, items can be sold and bought in a voluntary exchange. no matter what the economic implications are, the law should allow for consenting adults to make contractual decisions freely. in this case, it just so happens that economically it also makes sense; it will save precious human lives. there are many criticisms of a free-market in organ selling, such as a class warfare struggle between the rich and the poor. for the general case that against the commodification or the alienability or selling is pretty much anything (see radin, 1987) and for a refutation see in block (1999). critics claim that the rich are the only ones who can afford to buy the organs. therefore economic freedom will kill off many poor people. strong critics of legal free markets in this commodity include wilkinson (2003); etzioni (n.d); scheper-hughes (2005); caplan (2013); bramstedt (2014). supporters of legalization are also very adamant in presenting their case are anderson (2003); anderson and barnett (1999); barnett (1999); barnett (1988); barnett, saliba, & walker (2001); barnett and saliba, (2004); beard, jackson, & kaserman (2007-2008); block et al. (1999-2000); block (1987, 1988a,1988b); carey (2002); cherry (1999), clay & block (2002). additionally, the poor people would be the ones who would need to sell their body parts for money, since the rich people would not need the money. as bramstedt (2014) mentions, “payments for organs equates to price tags for them, and who gets to put a price on life?” along with the clash between the people of different economic status, many believe it unethical to sell body parts, since we are all equal in value. theologians say that since the body is a gift from god, it does not belong to humans and therefore the parts of the body cannot sell for monetary enrichment (caplan, 2013). this claim is based on the philosophy that belong to a greater being and that he is the true owner of the body and soul. unfortunately, these critiques do not offer any solution to the problem of the shortage of organs. in the united states, people must sign up to be organ donors, which deters many people. this could be for many reasons, including not knowing how to sign up, being unaware that someone can be an organ donor, laziness, or in the most extreme cases, reservations about hospitals not saving their lives so that they can foster your organs. some critics claim the system in spain is the fairest and most effective. the spanish government nudges (sunstein & thaler, 2003; 2008), people by automatically signing them up to be organ donors and they must apply to opt-out; as a result, few actually refusing (rizzo & whitman, 2003; whitman & rizzo, 2007). this case is an extremely strong case, as spain has one of the highest donation results in the world (clark and clark, 2013). another argument against organ buying and selling is the supposed selfishness of money. many believe that this filthy lucre is inherently immoral and people are abusing its power in order to exploit others, particularly the poor. rich people, under a free-market system, would be able to throw money at the poor in exchange for their body parts, degrading the human value of the poor person who is being manipulated. society must combat the claims that mainly the affluent would receive organs and thus demean the life of the poor. it must realize that this is already happening under the current system. for example, several factors presently allow the rich to receive organs faster and with greater probability than their poorer brethren; first, those with greater wealth are more likely to have better insurance which covers more of the cost of a transplant. the average liver transplant costs around $519.600 (hainer, 2009), while flymedi guide (2015) places this at $750.000. second, transplant centers allow 76 journal the winners, vol. 18 no. 2, september 2017: 73-81 individuals to be tested at more than one location, which then gives patients a greater chance of matching a donor. this gives the rich yet another advantage, as they are more financially capable of flying around the country to be tested in different regions (hainer, 2009). third, the powers that be will only award organs to those in good health, who do not smoke. again, the well-to-do have an advantage here “wealthier is healthier” is a good summation of the relationship between these two variables. even though rich people will probably be better off under free enterprise as they already are in the current system – at least poor people will have greater chances to receive an organ as well. the affluent are better off under all real-world economic systems. only under laissez-faire capitalism, the only way they can attain wealth is by enriching others. every computer that bill gates sold was valued by the consumers at a greater rate than the price they paid; otherwise, they would not have made the purchase. it is only under socialism, or crony capitalism, that great riches can be garnered in the absence of reducing the poverty of others. plus, in almost any case, the rich will be in a better position than the poor, especially when it comes to factors like healthcare. people will still donate organs for free, even though they can choose to be paid for it, for this frequently happens. according to giving usa (2015), 8% of the $358 billion or $30.37 billion in charitable donations in 2014 went towards health causes. people often donate goods that they could sell in the market, but instead, donate to charity. a free market for body organs could also actually help poor people lift themselves out of poverty. they would now have something additional to sell. as the case for every illegal product, there is a black market. these are usually both more expensive and extremely dangerous. it is because of as barriers to entry are higher due to the risks of imprisonment, the supply is reduced. for example, marijuana’s black market has an upcharge effect on the price and a negative effect on the safety of those involved. legalizing a product destroys business for the black market, as in colorado where in just one week, $5 million is taken from illegal dealers and instead placed back into that state government’s coffers (clarke, 2014). for kidneys, the black market price is estimated to be around $160.000, as compared to iran, where the purchasing price is somewhere between $2.300-4.500 (dubner, 2008; martinez, 2009). the black market kidney ranges from around 35-70 times more expensive than the iranian costs. one can reasonably expect with the surplus of over 400.000 kidneys in the united states; the price would be even lower than the iranian cost. as it can be seen, the free market policies lead to lower prices. also, many say that selling organs is unethical, but this is difficult to accept for a system that allows for more opportunities to receive organs rather than is responsible for thousands of unnecessary deaths. is it more ethical that under prohibition “everyone involved in the organ transplant business is compensated – that includes hospitals, surgeons, nurses, and organ procurement workers, except the donor” (williams, 2013). the researchers use this description purposefully because there are strong parallels between alcohol prohibition and the outlawry of markets in used body parts. both are responsible for many deaths of innocent people. as rabba (2015) mentions, “either way, you’re saving a life”. people must realize what is truly important at the end of the day; saving lives. now it should be asked the difference between being able to sell a kidney or one selling his or her eggs or sperm, respectively. it is their own body, and therefore should be their decision. about spain’s opt-out program, in the researchers’ view, the federal government has no right to order an adult about what they can or cannot do with their bodies; nor, even, to nudge them in any direction or other. one of the major aspects of a free society involves people being able to make decisions on their own accord, not based on what a state demands or nudges them to do. governments have tried time and time to nudge people’s behaviors to fit a culture that suits the government. for example, the britain legislation changes the way corporate pension plans operate, and now employees are automatically enrolled unless they opt-out (the economist, 2012). it is also profoundly undemocratic. if the average citizen is so stupid that he/she is in need of a nudge from his/her betters, medical economics …… (justin callais; walter e. block) 77 he/she is too incompetent to be given access to the ballot box. conversely, if he/she is allowed to vote, this demonstrates that he/she is competent enough not to be nudged. one challenge offered is that the legalization of kidneys would cause a rise in people murdering each other in order to capture their organs. in fact, the exact opposite would happen; the incentives for such “body snatching” would decrease, not increase. anything in life, when the reward for an act is reduced, people will see less of it, not more of it. with the legalization of organs, society could expect to see an increase in the supply, which would cause the price to fall. with this decrease, those who would consider murdering for organs would see much less of an incentive to do so. another point made by the opposing side is that society would be exploiting those less fortunate by immorally using the money. the best response to this is by asserting that money is not the only good available in the market, money is just the most commonly used well. what is the difference between someone selling a kidney for $5.000 or one donating the kidney for free, but receiving $5.000 worth of fame in the news? fame is often as valuable of a good as money. one cannot claim that money is evil without also saying that fame and the ability to feel good about yourself is just as, if not eviler. one may argue that fame and feeling good about one’s self is more evil than money because at least the money makers are being honest with themselves about what they are doing this for. on the other hand, it is too often that we see people who donate gloating in such a way that detracts from the actual donation. why should the supposed evil of exchange intermediaries arise only in the case of human organs? why, not, also, for more pedestrian goods and services such as apples and shoes, carwashing and baby-sitting? if money is the root of all evil, it is more than passing curious that its deleterious effects should be constrained to merely such a few items, such as used body parts. one last critique is the poor and ignorant will sell their bodily organs frivolously. for example, andre and velasquez (1988) opine that allowing organs to be bought and sold would lead to what one critic called the plundering of peasants' parts for profits; the exploitation of the poor and ignorant, especially in impoverished third-world countries. people living in extreme poverty are often desperate and ill-informed. profit-seekers would take advantage of this, obtaining consent" from those who feel compelled by necessity to sell their organs, and who may not have a clear idea of the consequences of what they were doing. such a scheme would encourage the most vulnerable in society to treat themselves as commodities and allow others to violate their rights for commercial gain (see borna, 1987; moniruzzaman, 2012; henion and moniruzzaman, 2012). conclusions markets in used body parts are the last best hope for saving lives. organ selling will always be an extremely controversial topic. even those who can understand the economic basis for legalization will have trouble finding ways to accept it from a moral point of view. those in opposition need to understand that the moral aspect of organ selling as well, especially when it comes to the rationale to want all parties involved should be paid for their service, not just the hospital and its employees. once opponents can truly understand the economic and ethical arguments for organ selling, the legalization process can start. pro-organ sellers have a long way to go, but with determination and logic, one day the world will find a place for organs in the free-markets. and, then, many lives will be saved. 78 journal the winners, vol. 18 no. 2, september 2017: 73-81 references anderson, w. l., & barnett, a. 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(2007). paternalist slopes, new york university journal of law and liberty, 2(2007), 411-443. wilkinson, s. (2003). bodies for sale: ethics and exploitation in the human body trade. new york: routledge. wilkinson, t. m. (2016). ethics and the acquisition of organs. uk: oxford university press. williams, w. (2013). because there's no free market in organs. retrieved on april 6th, 2016 from https://www.lewrockwell.com/2013/06/walter-e-williams/because-theres-no-freemarket-inorgans/. https://www.lewrockwell.com/2013/06/walter-e-williams/because-theres-no-free-%09market-in-organs/ https://www.lewrockwell.com/2013/06/walter-e-williams/because-theres-no-free-%09market-in-organs/ the role of oil palm and rubber industry …… (arman, et al.) 61 the role of oil palm and rubber industry toward regional economic in west kalimantan-indonesia arman1; asep saefuddin2; fathia anggriani pradina3 1bioindustri, fakultas bioindustri, universitas trilogi jln. taman makam pahlawan no. 1, kalibata, pancoran, jakarta 12760, indonesia 2 statistika, fakultas matematika dan ilmu pengetahuan alam, institut pertanian bogor gedung labtek viii lt.1, jl. ganesa 10, bandung 40132, indonesia 3statistika, universitas trilogi jln. taman makam pahlawan no. 1, kalibata, pancoran, jakarta 12760, indonesia 1arman@trilogi.ac.id; 2asaefuddin@gmail.com; 3fathia.pradina@universitas-trilogi.ac.id abstract the study aimed to assess the role of palm oil and rubber toward the economy in west kalimantan. another aim was to develop oil palm and rubber industry to strengthen the economy of west kalimantan. the method used in this research was the analysis of input-output. the main data was the input-output (io) data in 2011 from the central bureau of statistics (bps), which consists of 54 sectors. the results show that the industrial output of palm oil and rubber, as well as oil palm and rubber, is still low. weak innovation and technology lead to the low output and role of these two sectors to the economy of west kalimantan. another obstacle that leads to the economy of rubber and palm oil industries under the standard is the lack of motivation research, infrastructure, and connectivity. keywords: economic, industry, oil palm, rubber introduction the potency of the plantation, palm oil, and rubber industry cannot be optimized by the government of west kalimantan indonesia for the following reasons; (1) the availability and quality of infrastructure (roads, ports, energy/electricity, and water) is not adequate. (2) the industrial added value is very low. (3) the rule of law in developing investment. (4) the function of the port is still a local level. lastly, (5) lack of innovation and technology in the field of oil and rubber industry (badan perencanaan dan pembangunan daerah, 2014). this study aims to assess and understand the role of the plantations and oil palm and rubber industry in west kalimantan. palm and rubber plantations have lasted over 50 years in west kalimantan. however, industrial processing, connectivity, and human resources have not supported it yet. the problem of human resource constraints in palm and rubber industry leads to low innovations. on the other hand, the problem in connectivity causes transportation costs to be inefficient and ineffective. chiu & lin (2012) said that the transport industry has a close relationship with other industries to meet the input and output of the industry. the area of oil palm plantations owned by the people and companies in west kalimantan is estimated to be 314.983 ha and 906.486 ha, while rubber plantations are estimated to be 587.262 ha and 4.942 ha. based on the data, the utilization of oil palm and rubber plantations for total farming area ranges from 73,45% (badan pusat statistik, 2014). in the same year, the amount of foreign direct investment (fdi) and domestic investment (dci) in the plantation sector are estimated to be $ 40,78 million (62,27% of the total investment) and $ 3,16 million (52,94% of the total investment). with mailto:arman@trilogi.ac.id mailto:asaefuddin@gmail.com mailto:fathia.pradina@universitas-trilogi.ac.id 62 journal the winners, vol. 18 no. 2, september 2017: 61-72 such broad field, palm oil and plantation industries indeed can thrive. however, the role of oil palm and rubber industry has not been able to improve the economic and alleviate poverty. the poverty in west kalimantan is estimated to have increased by 11,33%, which in number increases from 1.097.369 to 1.221.779 people (badan pusat statistik, 2014). the productivity of oil palm and rubber plantations in indonesia is still less than other asean countries. the average of productivity of palm plantations in indonesia ranges from 3,8 tons/ha, which is lower than malaysia’s 4,6 tons/ha. the same thing happens with rubber plantations. the productivity is only 993 tons/ha, which is lower than thailand, vietnam, and malaysia. furthermore, the export of palm oil plantations is higher in cpo. this reflects that the agricultural sector has forward linkage as well as backward linkage that are still weak (dasril, 1993). the weak linkages show that the downstream agricultural sector is still very low. this causes the added value obtained by the sector to be low. on the other hand, the total number of labor depends on agriculture sector (including plantation) is 48,63% (badan pusat statistik, 2016). therefore, to strengthen the linkages, it is necessary to develop strong downstream industries, especially the oil palm and the rubber plantations sector. this is because the area's utilization of the sector is very wide. furthermore, the government needs to strengthen human resources to support the downstream industry. hausmann et al. (2013) said that the quality of human resources is a basic fundamental in developing innovations and modern technologies. skilled human resources and abundant innovation should support a complex economic activity. resources and modern technological innovation have not supported the processing of oil industry and rubber industry. the added value of the industry becomes low, and the development of the industry slow, which impact the economy significantly. currently, the processing of the oil industry in west kalimantan is only in the form of cpo. the processing of cpo to be the main ingredient for cosmetics and medicine has not been well developed in west kalimantan. there are four things that need to be considered by the government in increasing the added value of the oil industry: (1) encouraging and giving priority to investment in the field of refined palm oil industry rather than investment in on-farm and cpo. (2) the government should increase the participation of farmers as owners and producers of oil palm plantations, not as labor. (3) the government must have a clear road map to the palm oil industry. (4) the government needs to promote the procedure to develop oil industry specialization and investment incentives (amzul, 2011; aswandi & kuncoro, 2002). these should be done in order to improve economic linkages in the region (arman et al., 2015). therefore, it is important to understand the sectors that can generate high added value in a region (muchdie, 2017). the indonesian government has launched a master plan for the acceleration and expansion of indonesian economic development (mp3ei). ministry of economics has developed six policies: (1) domestic industry security through a competitive industry in the face of global competition, (2) infrastructure development, (3) improvement of the quality of public service, (3) improvement of the regulation, (4) fiscal policy, and (5) human resource development in the field of industry (kementerian koordinator bidang perekonomian, 2011). tijaja & faisal (2014) stated that indonesia experiences a lack of energy to support industrialization, low labor productivity, bureaucracy, and lack of synergy between the ministries and government agencies. therefore, mp3ei program is expected to help boost the productivity of industrial oil palm and rubber plantations in indonesia. along with the mp3ei program, the government of president jokowi and jusuf kalla will cut regulatory policies that impede investment and create policies in 13 packages to facilitate the investment. guo & planting (2000) explained that the role of the non-manufacturing industry has a great influence on the economic structure when it has inter-industry linkages. the role of oil palm and rubber industry …… (arman, et al.) 63 industrialization needs to be considered by the state to strengthen the competitiveness of countries, particularly with asean countries. in two decades, the economy of vietnam is has grown and become modern. the standard of living in vietnam develops very rapidly and makes the economic transition integrate with the world economy. that is because the government focuses on the process of industrialization and modernization that aims to make vietnam as an industrial economy by 2020 (trinh et al., 2012). methods this study uses non-survey technique. the data used as the unit of analysis is the input output (io) data consisting of 54 sectors (presented in a manuscript of 53 sectors) in the year of 2011, sourced from bps (badan pusat statistik, 2011). the data is still relevant to be used as a short-term analysis of the economic condition of the region in west kalimantan, with the assumption that: (1) technical coefficients technology does not change, (2) prices are relatively stable, (3) the relative economic structure is constant, and (4) the economic structure of the short-term period has not changed much. the data will be projected from as many as 54 sectors of the field of business. the economic structure which shows that the regional economy in west kalimantan is relatively constant in the short term is presented in table 1. table 1 economic structure of west kalimantan based on constant 2010 prices according to field of business in 2012-2015 no sector 2012 2013 2014 2015 1 agriculture and forestry 24,13 23,93 23,31 22,77 2 mining and excavation 4,77 4,5 4,29 4,12 3 processing industry 16,92 16,97 16,85 16,62 4 procurement of electricity and gas 0,08 0,07 0,09 0,09 5 procurement of water 0,15 0,15 0,14 0,14 6 construction 10,06 10,38 10,94 11,41 7 trading 15,01 15,16 15,08 15,28 8 transportation 4,13 4,15 4,18 4,18 9 procurement of accommodation and food drink 2,29 2,27 2,29 2,31 10 information and communication 3,71 3,86 4,12 4,37 11 financial service 3,31 3,52 3,6 3,61 12 real estate 3,02 2,99 3,02 2,98 13 company service 0,47 0,48 0,48 0,49 14 government administration 4,96 4,69 4,72 4,83 15 education service 4,34 4,34 4,35 4,28 16 health service 1,53 1,46 1,46 1,45 17 others 1,12 1,07 1,08 1,07 (source: bps, 2017) the data in table 1 shows that the contribution of each sector in the period of 2012-2015 is relatively unchanged. this is why the io data of 2011 can still be used as a unit of analysis with other assumptions strictly considered stable. the io method used in this research is developed by leontief in 1930. his findings brought him to get the nobel prize (miller & blair, 2009). leontief thought of the input-output analysis as: “an empirical study of interrelations among different parts of a national economic as revealed through covariation prices, output, investment, and income.” (leontief, 1936) 64 journal the winners, vol. 18 no. 2, september 2017: 61-72 leontief (1936) developed the formulation by observing in detail the flow between commodity and industry. after that, leontief made an input-output table that consists of (1) final demand, (2) primary input, and (3) total output. final demand consists of household consumption, government spending, investment, and export. primary input consists of the value-added component of wages, value-added profit, and imports (hewings & jensen, 1987). in detail, the standard used for balancing the leontief flow of goods and transaction is: (1) (2) assuming a production function is linear and homogeneous along with a relatively unchanged technological coefficient, the formula input coefficient is: (3) furthermore, the above equation is substituted into equation (2). hence, it becomes: (3) if matrix a is ( ), vector y ( ), and x ( ), the equation becomes: (4) furthermore, the formula can be written into a matrix of leontief, namely: (5) matrix leontief’s key matrix is used to (1) determine and estimate forecasting models and input-output, and (2) estimate backward and forward linkage (daryanto & hafizrianda, 2010). chenery & watanabe (1958) said that the backward linkage sees the demand side (demand driven or power of dispersion) and the forward linkage sees the supply side (supply driven or sensitivity dispersion) (mattioli & lamonica, 2013). the backward formula and forward linkage are presented in the following equation: (6) (7) furthermore, this research also adopts the model from sinha, das, and datta (2012) and morilla, diaz-salazar, and cardenet (2007) to estimate the added value of wages, indirect taxes, and effort. the formula used is: (8) results and discussions the estimation results of this study can only be used as a reference and information materials in taking policy for a short period with the provision of strict assumptions as predetermined. one of the facts used to prove that the regional economy in west kalimantan is relatively stable is the unchanged economic structure during 2012-2015. therefore, the results of this study can be used as additional information material for the government to observe the economic development, especially in sectors emphasized in this research which are the palm oil industry and rubber industry. the role of oil palm and rubber industry …… (arman, et al.) 65 contributions of plantations and industrial rubber and palm oil based on the value of backward linkage and forward linkage are still lower compared to some sectors in west kalimantan. the value of backward linkage from rubber and oil palm plantations is 1,271 and 1,389 each, which ranks 38th and 30th. the value of backward linkage from the industries of rubber and oil palm plantations amounts to 1,611 and 1,180 each. both of these are ranked 17th and 42nd. the value of forward linkage from rubber and palm oil amounts to 0,968 and 0,967 respectively, which ranks 9th and 11th. the rated value of forward linkage from industries of rubber and palm oil is 0,266 and 0,740 respectively, which ranks 28th and 22nd. the estimation results of forward linkage and backward linkage show that plantation and plantation industry still have the smaller role in the economy compared with other sectors. based on the value of backward linkage, rubber industry ranks much higher than the oil industry with 17th and 42nd respectively. meanwhile, the value of forward linkage from oil industry ranks higher at 22nd than the rubber industry which ranks 28th. the rubber industry has the greater influence on the demand side than the oil industry. it shows that the rubber industry, involving other sectors (in the economy), is more active than the oil industry in driving the region's economy. the rubber industry is more cultivated by the local people, while oil palm plantations are owned by large-scale enterprises. the effects of rubber industry's influence are greater than the demand side. the implication is that the rubber industry multiplication creates greater income to the various sectors and economic activities in west kalimantan. rubber industry is able to push the economy's output amounted to 1,611 if the sector final demand is increased by one. it shows the rubber industry’s influence on various sectors. rubber industry has a linkage with a rubber plantation sector, trade, land transport, river transport and crossings, sea transport, banking, warehousing sector, infrastructure (construction), chemical industry, other industries, and electricity. rubber industry is strongly influenced by the connectivity between regions. this is reflected in its influence on sea transport, river, and land transportation. therefore, the development of road infrastructure must be realized in order to support the flow of commodities. on the contrary to the side of the forward linkage, the oil industry is slightly better than the rubber industry. most of the oil palm plantations are operated by large-scale enterprises, including industrial processing. it shows that the oil industry a little better on the supply side. unfortunately, the value of forward linkage from palm and rubber industry is less than one. this shows that the majority of processed palm oil industry has not been able to be absorbed by domestic outlets. innovation and technology in west kalimantan is not enough to be able to process the processed, e.g., cpo, into value-added products. this situation can create a capital outflow to other regions or countries. the greater the resources of raw materials exported, the greater the added value of regional economic flows to other regions and countries. its influence on the region is the added value of labor, employment, and economic output into a small area. needless to say, the role of the oil industry is to be small in boosting the economic in the west kalimantan region. instead, the role of other industries such as industrial goods, timber industry, and the chemical industry is better than the oil industry. from the supply side, oil palm and rubber plantations are quite good compared to some other sectors. rubber plantations and palm oil are ranked 9th and 11th respectively. it is not uncommon for large-scale oil palm plantations to always be accompanied by the development of processing fresh fruit into cpo industry. likewise, with rubber, the rubber-processing industry is already available in a decent amount to meet the supply of plantation sector output. palm and rubber plantations should have been able to give a major influence on the technology industry, chemical industry, transportation, and agriculture. these four sectors are considered creating linkages in fostering the development of the demand side. however, it does not 66 journal the winners, vol. 18 no. 2, september 2017: 61-72 happen because of the low human development in the field of innovation and technology. the role of governments and employers to improve the resource is not optimal, which is reflected in the low cost of research and human resources to develop innovation and technology. that is why oil palm and rubber plantation sector experience a mislinkage with related sectors would be expected for the region and between regions. furthermore, the plantation sector requires alliances linkage with other sectors in other countries to meet the basic input plantations. here is the beginning of the stream flowing out the added value and economic inefficiency. in detail, the value of backward linkage and forward linkage is presented in table 2. table 2 backward linkage and forward linkage plantation of an industrial commodity rubber and palm oil in west kalimantan no sector backward forward 1 paddy 1,314 2,083 2 corn 1,115 0,993 3 soybean 1,784 0,992 4 cassava 1,630 0,985 5 other crops 1,824 0,983 6 agricultural services and hunting 1,787 0,979 7 orange 1,538 0,973 8 horticultura 1,566 0,970 9 rubber 1,217 (38) 0,968 (9) 10 coconut 1,119 0,967 11 palm oil 1,389 (30) 0,967 (11) 12 coffee 1,153 0,966 13 pepper 1,132 0,965 14 other plantation crops 1,145 0,965 15 poultry 1,721 0,964 16 other livestocks 1,523 0,844 17 wood 1,214 0,791 18 other forest products 1,812 0,769 19 captured fisheries 1,791 0,762 20 aquaculture 1,209 0,759 21 mining 1,293 0,756 22 palm oil industry 1,180 (42) 0,740 (22) 23 food and beverage industry 2,711 0,739 24 textiles and apparel industry 1,699 0,240 25 manufacture of wood, articles of wood and matting 1,734 0,239 26 industry paper and paper products and printing 1,410 0,233 27 chemical, pharmaceutical, and traditional medicine 1,763 0,232 28 rubber industry, manufacture of rubber and plastics 1,611 (17) 0,226 (28) 29 industrial good excavation 1,403 0,225 30 manufacture of metal goods, computers, and electronics 2,130 0,222 31 furniture industry 1,464 0,209 32 other industry 1,744 0,206 33 electrification 1,218 0,192 34 water supply 1,097 0,191 35 infrastructure 1,466 0,191 36 large retail trade 1,317 0,189 37 land transportation 1,841 0,186 38 water transportation 1,566 0,179 39 river rransportation 1,580 0,157 the role of oil palm and rubber industry …… (arman, et al.) 67 table 2 backward linkage and forward linkage plantation of an industrial commodity rubber and palm oil in west kalimantan (continued) no sector backward forward 40 air transportation 1,633 0,150 41 warehousing and transport supporting services 1,245 0,146 42 provision of acomodation 1,586 0,145 43 provision of food and bevarage 2,152 0,126 44 information and communication 1,158 0,050 45 bank 1,219 0,050 46 insurance 1,081 0,049 47 other financial service 1,079 0,049 48 real estate 1,372 0,049 49 company services 1,190 0,048 50 government administration and defense 1,000 0,047 51 education services 1,529 0,047 52 health services and social activities 1,531 0,031 53 other services 1,039 0,001 (source: data io year 2011 after being processed, 2011) the added value of the wage sector is quite various, but the oil palm plantation industry has better added value than the rubber industry or sector of rubber and oil palm plantations. the big sector that produces value-added labor is the administration, warehousing, and service companies as well as the rice sector. the rating wage of value-added palm oil and rubber industries are on the 5th and the 37th rank respectively. meanwhile, the palm and rubber plantations are 45th and 21st each. the considerable difference between the ranks of the oil industry and rubber industry indicates differences in factor productivity. factor productivity differences are indicated in (1) human resources, (2) technology, (3) output, and (4) market acceptance. the output of oil palm plantations is much larger than rubber plantations. the significant output differences encourage the use of more modern technology and the improved skills of human resources to increase productivity output. at the same time, the market acceptance of palm oil products is very large. it is the main indication why the value-added labor in the palm oil industry is much larger than the rubber industry. however, the added value of wages in the oil palm plantation sector is lower than a rubber plantation. that is because (1) the greater labor demand of oil palm plantations than that of rubber, (2) government policies that encourage large-scale enterprises of oil companies to provide maximum employment around the plantation, and (3) the company’s avoidance of social unrest if there are nonworkers around the garden. that results in the average wage of labor is low, as the company is estimated to absorb the labor force exceeding the requirements average. naturally, the company measures to reduce operating costs and improve efficiency. rubber plantation labor is relatively better than the wages of oil palm plantations. generally, the rubber plantation in west kalimantan is owned by small companies and society (not a big company). the added value of high wage is caused by the rubber plantation owner using manpower according to the needs. in the indirect value-added tax, value-added industry ranks of rubber and palm oil industries are 13th and 20th. the value of indirect taxes of transport and fisheries sector is still larger than both of these sectors. the contribution of these two sectors could actually be in a better position to increase indirect taxes. however, it is difficult to explain why these two sectors do not provide value-added tax 68 journal the winners, vol. 18 no. 2, september 2017: 61-72 directly on the economy, especially palm oil industry. the local government needs to verify the low contribution of the indirect value-added tax of these industries. the rated indirect value-added tax of each palm and rubber plantations each ranks 15th and 47th. the contribution of indirect taxes on the rubber plantation sector is considered reasonable for most of the rubber plantation holdings are farmers. plantation area owned by each farmer ranges only between 0,5 ha to 2 ha. oil palm plantations have a better value-added contribution of indirect taxes than rubber plantation. the added value of large indirect tax on oil palm plantations is caused by some companies operating in the oil palm plantations. the oil palm plantation area is already owned by the company in west kalimantan, amounting to 906.486 ha. the vast magnitude will affect the amount of value-added tax that is not directly produced by palm oil plantations. the value-added of industrial enterprises in the oil palm and rubber industry is ranked 47th and 25th, while the sector of oil palm and rubber plantations 15th and 22nd. oil palm and rubber industry has not demonstrated a better effort than some sectors in west kalimantan. on top of that, this low effort is affected by problems of infrastructure and connectivity between areas in west kalimantan. infrastructure development is recommended in west kalimantan to improve the efficiency and effectiveness of business scale. the greater the transport costs, the smaller the added value of palm and rubber plantations and their respective industrial enterprises. in detail, the added value of wages (u), operating surplus (su), indirect taxes (ptl), and industrial estates on palm and rubber commodities are presented in table 3. table 3 value-added wage (u), surplus (su), indirect taxes (ptl), and plantation, industrial, and commodity of rubber and palm oil in west kalimantan no sector u su ptl 1 paddy 0,551 0,423 0,008 2 corn 0,430 0,551 0,003 3 soybeans 0,379 0,567 0,021 4 cassava 0,371 0,565 0,019 5 other crops 0,225 0,706 0,020 6 agricultural services and hunting 0,372 0,562 0,020 7 orange 0,467 0,474 0,032 8 horticultura 0,291 0,639 0,029 9 rubber 0,346 0,635 0,006 10 coconut 0,175 0,725 0,020 11 palm oil 0,174 0,683 0,046 12 coffee 0,132 0,796 0,050 13 pepper 0,047 0,931 0,002 14 other plantation crops 0,093 0,894 0,005 15 poultry 0,331 0,718 0,013 16 other livestock 0,368 0,608 0,010 17 wood 0,277 0,485 0,008 18 other forest products 0,351 0,505 0,028 19 captured fisheries 0,244 0,621 0,069 20 aquaculture 0,252 0,667 0,061 21 mining 0,127 0,863 0,012 22 palm oil industry 0,549 0,374 0,041 23 food and beverage industry 0,444 0,903 0,044 24 textiles and apparel industry 0,292 0,618 0,022 25 manufacture of wood, articles of wood and matting 0,352 0,531 0,016 26 industry paper and paper products and printing 0,261 0,667 0,018 27 chemical, pharmaceutical and traditional medicine 0,223 0,677 0,042 28 rubber industry, manufacture of rubber and plastics 0,234 0,615 0,050 the role of oil palm and rubber industry …… (arman, et al.) 69 table 3 value-added wage (u), surplus (su), indirect taxes (ptl), and plantation, industrial, and commodity of rubber and palm oil in west kalimantan (continued) no sector u su ptl 29 industrial good excavation 0,131 0,800 0,010 30 manufacture of metal goods, computers, and electronics 0,123 0,768 0,071 31 furniture industry 0,218 0,582 0,037 32 other industry 0,217 0,528 0,097 33 electrification 0,205 0,742 0,008 34 water supply 0,425 0,424 0,020 35 infrastructure 0,508 0,361 0,045 36 large retail trade 0,294 0,517 0,055 37 land transportation 0,173 0,682 0,058 38 water transportation 0,460 0,486 0,033 39 river transportation 0,274 0,588 0,025 40 air transportation 0,253 0,537 0,106 41 warehousing and transport supporting services 0,711 0,242 0,010 42 provision of acomodation 0,417 0,433 0,047 43 provision of food and bevarage 0,278 0,734 0,023 44 information and communication 0,411 0,336 0,151 45 bank 0,252 0,713 0,005 46 insurance 0,272 0,582 0,091 47 other financial service 0,234 0,575 0,052 48 real estate 0,246 0,666 0,030 49 company services 0,650 0,174 0,096 50 government administration and defense 0,723 0,000 0,000 51 education services 0,259 0,573 0,045 52 health services and social activities 0,479 0,250 0,012 53 other services 0,064 0,920 0,004 (source: data io year 2011 after being processed, 2011) the results generally indicate that the industrial sector of oil and rubber in west kalimantan is not optimal. the industrial sector of oil palm and rubber haven’t been able to produce the optimal output which is why its performance is still very slow. processing chemical industry, food and beverage industry, palm oil industry, rubber industry, and other industries haven’t been real activities in west kalimantan region. hence, its effects on the welfare of the community are still very small. the government of west kalimantan has a vision of improving the welfare. however, it still faces major constraints as the utilization of natural and human resources is not optimal. there is also a mission to expand employment and business-based community economy through the empowerment of the potential and strength of the local economy, innovation, and human resources. mission regional focuses on the development of infrastructure to facilitate the mobility of people and goods flow, and accelerate development in rural areas, border, coastal, and island as a source of economic potential. this mission must be optimized through the linkage of economic and local resources output. to improve the industrial oil palm and rubber industry for the economy of west kalimantan, cooperation between the government, private sector, and communities are necessary. the cooperation is on developing (1) road infrastructure, (2) connectivity land, river, and sea which has not been integrated, (3) low-quality seeds, (4) the provision of quality fertilizer, and (5) improvement of regulations, incentives, and disincentives in developing the downstream oil industry and rubber industry. the time needed by farmers to transport fresh fruit harvest to the milling machine can reach 12-48 hours. however, large-scale enterprise processing industry’s travel time to harvest the oil industry could be faster. it takes longer because the quality of oil palm’s fresh harvest can either 70 journal the winners, vol. 18 no. 2, september 2017: 61-72 decrease or increase the cost of transporting oil palm farming. causes of the long journey are the lack of connectivity between the waterway to the port and overland to the river. furthermore, oil palm and rubber industry activities are concentrated on the upstream industry. the downstream oil industry is only to process cpo while the downstream rubber industry is only to process raw materials for vehicle tires. an estimated 15% of the rubber plantations upstream production is consumed by the downstream industry in indonesia and the rest 85% of the export commodity. this indicates that the industrial linkages of upstream and downstream oil and rubber commodities have not been going well. on the other hand, the development of high-quality seeds is low in west kalimantan which results in research and development costs being fully used on seeds. due to this, it is still difficult to produce quality seeds productively. in order to develop and optimize the role of the oil and rubber industries against west kalimantan region economy, planning systems and policies are needed in an integrated region. as the first step, the government needs to improve regulatory and regulations on the investment and marketing of oil palm and rubber production. secondly, rubber and palm oil commodity investments should be managed in the balance between upstream and downstream. third, every investor must have a plan of development projects between the upstream and downstream oil palm and rubber industry. fourth, results from upstream production should go through downstream processing into new products of high added value. lastly, exports of raw materials of palm and rubber commodities should gradually be reduced by strengthening the processing industry in west kalimantan. in order to support the success of downstream products, the government should provide skilled human resources and innovations. hilirisasi program should be implemented by the government, private parties, and community with the emphasis on research, development, and innovation of products from processed palm oil and rubber commodities. innovation research has synergy from upstream to downstream, namely (1) the availability of quality seeds which are friendly to the environment and (2) the innovation in technology and industry to produce a variety of output. the government should give full opportunity to the local farmers to be able to access the land and cultivate plantations. it aims to increase the participation of local communities in developing local economies and regions. local farmers must be provided with the skills and ability of innovation in the processing of oil palm plantations and rubber plantations in order to be more productive. the pattern of the upstream and downstream industry should be reflected in the regulation of the spatial structure and pattern. the plantations and industrial estates have connectivity with a wide range of industrial areas, ports, and airports. the region should be connected by land, river, and sea in order to achieve economies of scale. industrial economies of scale could have been better if the inputoutput industrial linkages can be realized. gradually, the input-output relationship and economies of scale will create economic agglomeration in west kalimantan region. therefore, government regulation factor, human resources, and innovation have an important role in improving the economy of oil and rubber industries in west kalimantan. palm and rubber industry development in west kalimantan is becoming more strategic as the region is located in the sea lanes islands 1 (alki-1) indonesia and faced directly onto the sea waters of the south china sea. development of industrial estates in west kalimantan will optimize the economy of the region in promoting economic growth and welfare. industrial estates will put west kalimantan as a liaison in cooperation among countries, namely indonesia-malaysia-singaporegrowth triangle (ims-gt) and the brunei-indonesia-malaysia-philippines east asean growth area (bimp eaga). the flow of goods by road between brunei darussalam and malaysia will be more intense if the industrialization of the region grows rapidly. the role of oil palm and rubber industry …… (arman, et al.) 71 conclusions important findings in the study show that industrial oil palm and rubber plantations, as well as commodities of palm oil and rubber, are still relatively low in the west kalimantan region. compared with other sectors, the role of industrial plantations, oil palm, and rubber for west kalimantan is still low. this low performance of industrial and agricultural commodities is caused by regional connectivity and economic linkages. the government should build and strengthen the industrial area of palm and rubber to be able to become national and international economic hub. it is supported by the strategic position of west kalimantan borders with several countries in facilitating trade and economic interaction. references amzul, r. 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(1936). quantitative input and output relations in the economic systems of the united states. the review of economics statistics, 18(3), 105-125. mattioli, e., & lamonica, g. r. (2013). the ict role in the world economy: an input-output analysis. journal of world economic research, 2(2), 20-25. doi: dx.doi.org/10.11648/j.jwer.20130202.11. miller, r. e., & blair, p. d. (2009). input-output analysis: foundations and extensions. cambridge, uk: cambridge university press. morilla, c. r., díaz-salazar, g. l., & cardenete, m. a. (2007). economic and environmental efficiency using a social accounting matrix. ecological economics, 60(4), 774-786. doi: https://doi.org/10.1016/j.ecolecon.2006.02.012. muchdie. (2017). spatial distribution of multipliers in kalimantan island economy: an interregional input-output analysis. signifikan: jurnal ilmu ekonomi, 6(2), 217-230. sinha, k., das, p., & datta, s. (2012). inatural blue dye from clitoria ternatea: extraction and analysis methods. research journal of textile and apparel, 16(2), 34-38. doi: https://doi.org/10.1108/rjta-16-02-2012-b003. tijaja, j., & faisal, m. (2014). industrial policy in indonesia: a global value chain perspective. asian development bank economics working paper series no. 411. trinh, b., kobayashi, k., quang, t. n., & viet, p. n. (2012). multi-interregional economic impact analysis based on multi-interregional input output model consisting of 7 regions of vietnam, 2000. journal of finance and investment analysis, 1(2), 83-117. https://doi.org/10.1016/j.ecolecon.2006.02.012 http://www.emeraldinsight.com/author/sinha%2c+keka http://www.emeraldinsight.com/author/datta%2c+siddhartha https://doi.org/10.1108/rjta-16-02-2012-b003 measuring the quality of signs …… (lyudmyla malyarets; oleksandr dorokhov) 1 measuring the quality of signs for objects in the economy lyudmyla маlyarets1; oleksandr dorokhov2 1department of mathematics, faculty of finance, kharkiv national university of economics, kharkiv, ukraine 2department of information systems, faculty of economics informatics, kharkiv national university of economics, kharkiv, ukraine 2aleks.dorokhov@meta.ua abstract the problems of measuring the quality attributes for different objects in the economy were considered. this article used methods of value measuring in the economy that were determined by the existing types. in this, it must distinguish between direct primary measurement, indirect measurement, joint and combined measurement. the different ways to solve it on the basis of joint measurement of qualitative and quantitative attributes inherent to economic facilities that were explored. stages and elements of the quantities measurement processes in the economy were classified and analyzed. the corresponding mathematical methods and tools depending on the objectives and procedures of measurements were determined. the conceptual representation of an integral quality of the object in the economy as a generalizing indicator was proposed. it finds that it is possible to make general conclusions that underestimate the role of non-metric signs in the characterization of the object that is explained by their insufficient study and poorly developed mathematical tools to measure them. keywords: quantities measurement in economy, object quality assessment, qualitative methods in economics introduction measuring the quality of attributes for objects in the economy is a very complex problem. it touches the foundations of quantities measurement in economics, in conditions of the lack of universally accepted and common general concepts of measurement and evaluation for quality attributes of economic objects of different nature and essence. however, consideration and resolution of this problem are extremely necessary to ensure the integrity of the data and the results of their subsequent analysis of the economy. if it is possible to distinguish one property from another for the economic object qualitatively, then it is possible to quantify it, to identify the units and methods of measurements, and the value of the properties under consideration. thus, forming conditions for the formalization of the properties of the object to the signs and further studying this object using these signs, for example, is the measurement process in the economy (malyarets, 2006; ponomarenko & malyarets, 2009). methods methods of value measuring in the economy are determined by their existing types. in this, we must distinguish between direct primary measurement, indirect measurement, joint and combined measurement. highlighted types of measurement can be regarded as procedures of variables 2 journal the winners, vol. 18 no. 1, march 2017: 1-11 measurement technology. it is expedient to allocate the following elements of the measurement process in the economy: (1) object, measuring the quality of attributes for objects in the economy is a very complex problem as it touches the foundations of quantities measurement in economics. it is due to the lack of universally accepted and common general concepts of measurement and evaluation for quality attributes of economic objects of different nature and essence. however, consideration and resolution of this problem are extremely necessary to ensure the integrity of the data and the results of their subsequent analysis of the economy. if it is possible to qualitatively distinguish one property from another for the economic object, then it is possible to quantify it. it is also possible to identify the units and methods of measurements and the value of the properties under consideration. thus, forming conditions for the formalization of the properties of the object to the signs and further studying this object using these signs, i.e., the measurement process in the economy (malyarets, 2006; ponomarenko & malyarets, 2009). (2) sign, the magnitude of the sign, the value of magnitude, means for measuring, methods, conditions, technologies, results, measurement errors, and the system of measurers. the means of value measuring in economics are the scales and various indicators (borie, 2016; knorring, 1983; turk, 2011). measurement methods depend on the kind of values; technical, economic, statistical and mathematical methods. the conditions of measurements can be manufacturing, accounting, statistical, and researching (malyarets, 2006). in metrology, the definitions of the contents of separate individual elements of measurement are considered the science of measurement, although they refer only to the physical quantities. however, in this article, it is considered as features of the content of the measurement process which are due to the peculiarities of measurements in economics. thus, the general scheme of stages for measuring of signs values in economics is shown in figure 1. taking into account the meaningful sense of values in economics, it is advisable to consider the measurement technology in the form of five procedural blocks; they are the procedure of formulation, the procedure of preparation, initial measurement, secondary measurement, and the procedure of measurement errors control. each mentioned procedure is different by content and complexity, but only the third procedure that involves direct measurement, i.e., the operationalization of the measurement is carried out exactly in it. the remaining procedures form the conditions of operationalization and obtainment of measurement results, and its numerical values with the necessary accuracy. from the correct implementation of these procedures that depend on the accuracy of determining the values in the data analysis, consequently, the quality of economic management decisions shall be taken by the concerned person. the proposed scheme of the measurements stage of signs in the economy organizes this process well enough and is the only possible one in our opinion. depending on the purpose of the value measurement, the individual stages of the overall technology may be missing. however, the logic in the sequence of actions, even in the abbreviated scheme should remain the same. the choice of mathematical tools for the measurement of values is restricted. the practice of solving real problems in the economy shows the advisability to use mathematical methods, the list of which is given in table 1 (knorring, 1983). measuring the quality of signs …… (lyudmyla malyarets; oleksandr dorokhov) 3 1. analysis of the purpose of determining attribute magnitude of object 2. cognitive model formation 3. semantic model development 4. creation of conceptual model 5. a priori definition of the object attributes as part of the socioeconomic system 6. determination of attribute type (elementary or complex) 7. determining of value type (metric or nonmetric) 8. refinement of kind in the case of metric values 9. the choice of measurement method and its possible means 10. preliminary choice of data processing algorithm 11. the priori estimation of measurement errors 12. choice of measurement system 13. determining the type of non-metric quantities and measuring scale 14. checking of scale 15. implementation of the technical measurement operation 16. conversion of metric quantity to indicator 17. giving quantities form for non-metric sign 18. homogeneity determination for sign quantity 19. the choice of getting indicator method 20. formation of conceptual model of complex sign 21. development of mathematical model of complex sign 22. the combined measurement of metric and non-metric values of complex sign 23. conversion of complex sign value to general indicator 24. formation of system of indicators 25. analysis of the results on methodological errors 26. analysis of the results on methodical errors 27. analysis of the results on technical errors 28. analysis of the results on personality errors 29. trouble shooting errors 30. result report of value determining (considering errors), passage to a new measurement cycle figure 1 general scheme of stages for measuring of signs values in economics table 1 tools to determine the values of attributes and its tasks measuring phase recommended tools tasks of toolkit 1. formulation methods of structural logical analysis and synthesis of measurements target determining the purpose of measurements, the development of cognitive, informative, conceptual models 2. preparation methods of structural logical analysis and synthesis, methods of mathematical statistics definition of a sign kind, preparation of metric and non-metric signs to measure its value 3. initial measurement devices of measuring equipment, scales of measurement, methods of managerial accounting converting physical and non-physical quantities of elementary signs to indicator, giving the value to non-metric sign 4. secondary measurement methods of economic, mathematical and statistical analysis, other mathematical methods and models conversion value to indicator; measuring the values of complex signs; formation of the system of measurers for acceptance of managerial decisions and further mathematical modeling 5. errors control methods of mathematical statistics, economic analysis, management determination of the measurement errors at different stages 7 6 13 2 16 15 17 19 20 18 6 22 21 23 24 7 1 2 4 3 5 30 29 29 6 20 29 8 29 9 10 11 13 14 12 26 27 25 28 29 30 1 4 journal the winners, vol. 18 no. 1, march 2017: 1-11 in general, values in the economy can be divided into the basic physical values of elementary signs (which on this level of cognition can be quantified, extensive values) and derivatives physical values (obtained by means of basic physical values) (danilov & lambert-mogiliansky, 2005; malyarets, 2006; turk, 2011). in the second group, it can be distinguished such types of values, they are; (1) values with the dimension in physical units (obtained mainly by comparing the results and costs), (2) values without dimensions (coefficients, intensive values), (3) nonphysical values (metric values, obtained by certain transformations of physical values to the cost form of representation and their comparison), (4) synthesized metric values (define complex signs and objects in general), (5) statistical metric values (showing mass signs for sets of objects in general, the extensive and intensive), (6) non-metric values (reflecting qualitative characteristics of objects in economics, intensive, and qualitative, which are measured in non-metric scales). in general, this classification of values is represented in figure 2. figure 2 classification for values of signs in the economy the classification in figure 2 makes it possible to objectively measure different values in economics to display changes in the values of basic characteristics and properties. such an approach allows integrated and holistic diagnosis, evaluation, and control as a change in the very structure of the properties of an individual object, as well as a hierarchical system of groups of objects (in a cut of regions, of branches of economy, of state). moreover, it provides the fundamental basis ensuring the unity and the adequacy of the measurement of values in the economy. results and discussions the overall quality of the object in the economy represented by generalized characteristic is defined by metric and non-metric signs. the characteristic may be measured under the condition of modeling the object, its characteristics, properties, functioning, and development processes. the most known methods for construction of generalizing indices are based on quantitative indicators, for example, on the metric values. however, the characteristics of the object, based only on quantitative properties, limits its estimations, and in some cases, lead to inaccuracies in these estimations. a wellthe system of basic values (absolute and relative) signs of object quantitative indicators of metric signs the values of signs measured through ordinal scales the values of signs measured through nominal scales … … system of derivative values (complex, generalizing) of object signs … measuring the quality of signs …… (lyudmyla malyarets; oleksandr dorokhov) 5 known issue of compounds and interconnections of different values characterizing the same objects remains real in the traditional theory of general measurement and now (gomme & rupert, 2007; schwartz, 1985; zeumo et al., 2012). there are practically no recommendations for the construction of generalizing indicator of quality on the basis of non-metric values of the object and a fortiori, the joint measurements. the object in economics is characterized by a complex system of signs, separating it to quantitative and qualitative, extensive and intensive, metric and non-metric. therefore, the synergistic manifestation of systemic properties of the object is accumulated in its overall quality, as this is conceptually and simplistically shown in figure 3. figure 3 the conceptual representation of the quality of the object in the economy measuring the quality of an object is a measure of co-manifestations of all its properties (characteristics), which in the form of the mathematical model of the overall quality has to be multiplicative. it should be remembered that the laws and regularities of nature are quantitatively expressed by the relationship of physical quantities in the form of their multiplication. accordingly, the construction of an economic and mathematical model of the object (or its signs) to determine the quality, in the main, reduces to finding an adequate numerical representation of the multiplicative type. the joint expression of quantitative and qualitative properties of an object is measured by generalizing metric value, based on the multiplicative compound of partial metric and non-metric values, reduced to comparable form by calibration. calibration or converting of different values to the same measure is carried out through conversion functions to which number belongs desirability function of the individual values (metric and non-metric). note that in this case can be allowed a different kind of desirability functions. forms and properties of the desirability function for quantitative elementary and complex features are discussed in papers (saaty, 2008; schwartz, 1985). as it is known that each individual property of the object can be displayed on a separate sign, the value of which characterizes the measure (intensity) of this property, and form of the value of which is a partial indicator. furthermore, the total value for the quality of an object is determined by the which are measured using scales quality of the object as a whole (total) expressed by metric signs nonmetric signs interval of relations absolute of order quantitative indicators ordinal values for which the corresponding values take the form of nominal nominations (categories, predicates) 6 journal the winners, vol. 18 no. 1, march 2017: 1-11 convolution of values of signs. this convolution can be done by various methods. the main problems in the modeling of generalizing indicators for quality of socioeconomic systems and the sequence of their solutions are presented in figure 4 (ponomarenko & malyarets, 2009). figure 4 the logic of modeling for generalizing indicator of object quality in economy there are consideration ways to solve each problem separately. the first problem is the generalization of theoretical and practical knowledge about given sign, carrying out a statistical description of changing values for an indicator of the sign, and demonstrating its evolution. it can be solved based on the knowledge of experts (persons, making the decision) as a synthesis of theoretical and practical advances in the knowledge of this sign. it can also be solved by comparisons to the results of descriptive statistics to establish the contradictions in the actual change of sign quantity and taking into account the laws of its development. the second problem is the construction of conversion scales. by using it, it can carry out the conversion of economic indicators values (having their measurement units) in dimensionless scale. the solution here is conditioned by the results of solving the first problem and is a stage in the continuation of the measurement values of the economy because (due to transformation) the new values become comparable. there is evident that no matter how adequately built conversion scale is, it depends on the correctness of the results of procedures for secondary measuring the economy. the multiplicative form of synthesizing (total, generalizing) function can be used for the utilization of private indicators construction models and arithmetization models for the synthesis of the composite indicator (gomme & rupert, 2007). the grounds of this are the partial indicators represent the distribution functions of one-dimensional random values. thus, their multiplication is a distribution function of dimensional random variable with independent components. in this case, the value of summary indicator  qq at the point  0010 mq...,,qq  can be interpreted as the proportion of objects that having all the separate indicators values less than the value of 00 1 mq...,,q because the predominates probability that randomly chosen object will be for all particular criteria concede to the corresponding  mq...,,qq 1 . the geometric average  qq* is one of the most used generalizing average values that well studied from the standpoint of auto-arithmetization of numerical scales. the generalization of the the construction of scales for values transformations for indicators of signs the determination the main points for phase changes of values for indicators of signs the determination of a particular type the generalization of theoretical and practical knowledge about sign of system, implementation of descriptive statistics of signs the construction of generalized (integrated) conversion function measuring the quality of signs …… (lyudmyla malyarets; oleksandr dorokhov) 7 concept of auto-arithmetization for real numbers scale, obtained through the use of isomorphisms between the set of all real numbers and its various subsets, allows expanding the class of continuous strictly monotone mappings , which are used to make various types of generalized average  qq (hovanov, 1996). note that the partial functions calibrating values (normalizing functions) must be monotonous and can be interpreted as functions of the distribution of some random values. the domain of definition for the non-monotonic function can be separated into a small number of connected areas of monotonicity. it can also introduce the appropriate amount of positive particular indicators, monotonically dependent on corresponding initial characteristics. danilov & lambert-mogiliansky (2005) have proved the feasibility of using conversion functions ijy for the values of quantitative indicators (desirability functions) that having certain tendencies of change. for bilateral asymmetric development, here are the tendencies of signs:                                 ,,for,100 ,,for,100 2 2 3 3 iiiij ac ax iiiij ab ax ij acaxe abaxe y ii iij ii iij where ia , ii cb , – fiducials values: ia –the most appropriate value of the index ijx in which the transformation function reaches its maximum value 1 or 100%;  iiii cbc,b  – the unsatisfactory value of the index ijx (on both sides of the best value mentioned above) at which the transformation function reaches a value not greater than 0,05 or 5%. when symmetrical trends are in the development of sign, the transformation function reaches the value 1 or 100% at 2 ii i cb a   . at that function, it acquires much simpler form: 2 3 100             ii iij ab ax ij ey or 2 3 100             ii iij ac ax ij ey . for unilateral types of evolution, are used monotone functions: ii iij pq pxij e y      1 100 , where iq – values of the index ijx at which the transformation function reaches the value not less than 0,95 or 95%; ip – values of the index ijx at which the transformation function reaches the value 0,5 or 50%. separate conversions of non-metric values are made using desirability functions of quality indicators that are measured by using a nominal and ordinal scale. in its turn, data desirability functions are discrete functions and are defined in the tabular form. a particular type of these functions is due to the specific traits of concrete non-metric values. 8 journal the winners, vol. 18 no. 1, march 2017: 1-11 qualitative sign measured using a nominal scale is expressed by magnitude of intensity of the quality’s display and may take the following nominations (conformity to five standard estimations on a scale of desirability for the values of quantitative signs (danilov & lambert-mogiliansky, 2005; knorring, 1983; schwartz, 1985) – very low, low, medium, strong, very strong. in expanded variant: very low, low, medium, enough strong, strong, very strong. the given list of nominations can be extended. the qualitative sign can be represented by a variety of equivalent nominations that are not characterized by the intensity of manifestation of the value. a separate nomination of the quality sign is put into correspondence with the quantitative value of the desirability function. finally, briefly mention the problem of constructing generalizing indicator of quality on the basis of ordinal (measured by ordinal scales) signs of production and business activities of the economic object. as mentioned above, the nonquantitative property of an object can be expressed quantitatively by means of its degrees of intensity (danilov & lambert-mogiliansky, 2005). depending on the order or rank of degrees, it sets their quantitative estimations (points) and thus carries quality measurement using ordinal scales. the established point, for example, 1, 2, 3, 4, 5, is the quantitative expression of quality nominations of object properties (very low, low, medium, strong, and very strong). in order to establish points in expressing the qualitative sign, various methodologies are developed and used. however, almost all of them are based on the stimulus of the measured value (knorring, 1983). for a joint measure of ordinal signs, it is necessary to calibrate the set scores using desirability functions. in the article (borie, 2016; saaty, 2008) is given an example of calibration of ordinal signs according to a questionnaire survey and its processing. the essence of the approach that obtained scores is put into the correspondence of a certain value of the desirability function (in accordance with their importance and differences). as an example of the implementation of the proposals for the development of a generalization indicator, the authors will determine the assessment of the foreign economic activity of the company "turboatom" in the city of kharkiv (ukraine). the foreign economic activity of this enterprise is characterized by certain key economic indicators, which are different metric values. these are the performance indicators: 1x currency efficiency of export, 2x economic efficiency of export, 3x efficiency of product sales in the domestic market. these are the indicators of changes dynamics 1y index of the value of exported products, 2y -index of prices of exported products, 3y -physical volume index of exported products, 4y -index of structure of exported products, 5y realization of the plan for export, 6y realization of the sales plan on the domestic market. these are the indicators of structural shifts and rational that use of funds 3z proportion of overhead costs in the cost of exports, and 4z сoefficient of return on funds invested in export operations. according to the logic of developing a generalizing indicator, the value of each of the partial indicators of the enterprise during the last five years has been converted quarterly by function: ii iij pq pxij e y      1 100 . (1) s measuring the quality of signs …… (lyudmyla malyarets; oleksandr dorokhov) 9 figure 5 functions of the transformation of partial indices of the enterprise figure 5 shows the graphs of transformation functions. the value of the generalization indicator is calculated as the geometric mean of integral indicator of efficiency of activity ( xi ), integral indicator of changes dynamics ( yi ), and integral indicator of structural shifts and rational use of funds ( zi ), namely 31 zyx iiii  . 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1 0,14 0,16 0,18 0,2 0,22 0,24 x1 y1 0,3 0,4 0,5 0,6 0,7 1,1 1,12 1,14 1,16 1,18 1,2 x2 y2 0,3 0,4 0,5 0,6 0,7 1,1 1,13 1,16 1,19 1,22 1,25 1,28 x3 y3 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1 0,7 0,85 1 1,15 1,3 1,45 y1 y4 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 1 1,05 1,1 1,15 y2 y5 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1 0,7 0,85 1 1,15 1,3 1,45 y3 y6 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1 0,7 0,85 1 1,15 1,3 1,45 y4 y7 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1 0,8 0,9 1 1,1 1,2 y5 y8 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1 0,9 1 1,1 1,2 y6 y9 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,11 0,115 0,12 0,125 0,13 z3 y10 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 6,2 6,4 6,6 6,8 7 7,2 z4 y11 10 journal the winners, vol. 18 no. 1, march 2017: 1-11 generalizing indicator quarters based on the graph in figure 6, it can draw conclusions about the dynamics of the functioning of the foreign economic activity of this enterprise. figure 6 dynamics of the generalizing indicator of foreign economic activity for enterprise "turboatom" (2015-2016) the dynamics of the generalization indicator demonstrate the tendency of non-rhythmic operation of the enterprise. it has a downturn and low values of the generalized index since the first quarter, except for the eighth quarter. after analyzing the indicators of foreign economic activity of this company, it can conclude that in general that the efficiency is low. and the economic efficiency of exports ( 2x ) is less than the efficiency of sales of products in the domestic market ( 3x ).in order to determine which factors caused the low values of the generalizing index of the enterprise in the future, it is expedient to construct a tree of the level of quality. conclusions the proposed methodology for the construction of generalizing indicator of quality allows an architectonically measurement of all properties of an object in economics; metric and non-metric. credibility and validity of the developed approach provide not only the collaborative synthesis and comprehensiveness measurement of metric and non-metric values but also the possibility of spatial and temporal comparisons of them and objects of measurement itself. existing attempts at constructing and assessing the quality of the objects in economics based on the combination of values obtained by different mathematical transformations. considering them as the first approximation in the knowledge of the object, in principle, they should be not rejected. however, all methods are limited to the synthesis of metric or (at best) ordinal signs, without taking into account the nominal signs of the object. thus, generalizing quality of the object should be determined by the formula , where generalizing quality of metric attributes index; generalizing index of sign’s quality on ordinal scales; nomi generalizing index of sign’s quality on nominal scales. an alternative for more general case 31 2 nn nn y m ord nom i i i i   , where 321 nnnn  , 321 n,n,n weight coefficients for the importance of signs. in summary, it is possible to make general conclusions that underestimate the role of non-metric signs in the characterization of the object that is explained by their insufficient study and poorly developed mathematical tools to measure them. 3 y m ord nom i i i i   m i ord i measuring the quality of signs …… (lyudmyla malyarets; oleksandr dorokhov) 11 references borie, d. (2016). error in measurement theory. gredeg working papers 2016-09, groupe de recherche en droit, economie, gestion (gredeg cnrs) danilov, v., & lambert-mogiliansky, a. (2005). non-classical measurement theory: a framework for behavioral sciences. pse working papers halshs-00590714, hal. gomme, p., & rupert, p. (2007). theory, measurement, and calibration of macroeconomic models. journal of monetary economics, 54(2), 460-497. hovanov, n. (1996). analysis and synthesis of indicators in an information deficit [analiz isintezpokazateleypriinformatsionnom defitsite]. st. petersburg: st. petersburg university publisher. knorring, v. (1983). theoretical foundations of information and measuring equipment, basic concepts of the theory of scales [teoreticheskiye osnovyinformatsionno-izmeritel'noytekhniki. osnovnyye ponyatiyateorii shkal]. st.petersburg: st.petersburg university publisher. malyarets, l. (2006). measurement attributes of objects in economy: methodology and practice [vymiryuvannya oznakob'yektiv v ekonomitsi: metodolohiya ta praktyka]. kharkiv: khnue publisher. ponomarenko, v., & malyarets, l. (2009). analysis of data in studies of socioeconomic systems [analiz danykh u doslidzhennyakh sotsialʹno ekonomichnykh system]. kharkiv: khnue publisher. saaty, т. (2008). relative measurement and its generalization in decision making: why pairwise comparisons are central in mathematics for the measurement of intangible factors theanalytichierarchy/networkprocess. racsam (review of the royal spanish academy of sciences, series a, mathematics), 102(2), 251-318. schwartz, j. (1985). the neglected problem of measurement error in categorical data. sociological methods & research, 13(4), 435-466. turk, j. (2011). science is measurement: muons, money and the nobel prize. international journal of pluralism and economics education, 2(3), 291-305. zeumo, v., tsoukiàs, a., & some, b. (2012). a new methodology for multidimensional poverty measurement based on the capability approach. working papers hal-00874627, hal. microsoft word 05_jonny_ak_rev2 improving the average session …… (jonny) 125  improving the average session evaluation score of supervisory program by using pdca cycle at pt xyz jonny accounting department, faculty of economic and comunication, bina nusantara university jln. k.h. syahdan no 9, palmerah, jakarta barat, 11480 jonny@binus.ac.id abstract pt xyz took people development tasks as important things in order to provide great leaders for handling its business operations. it had several leadership programs such as basic management program, supervisory program, managerial program, senior management program, general management program, and the executive program. for basic management and supervisory programs, pt xyz had appointed abc division to solely handled them, while the rest, abc division should cooperate with other training providers who were reputable in leadership ones. the aim of this study was to ensure that the appropriate leadership style has been delivered accordingly to the guideline to the employees by abc division to improve the average session evaluation score of the supervisory program by using pdca (plan, do, check, and action) cycle. the method of this research was by gathering quantitative and qualitative data by using session and program evaluation format to see current condition. the research finds that the reasons why the program is below target 4,10 score. it is related to the new facilitator, no framework, and teaching aids. keywords: session evaluation, program quality index, subject content index, facilitator evaluation index, training effectiveness, pdca introduction as one of world development indicators, market capitalization is very common among investor to evaluate whether a certain nation is attractive or not to them for investing their idle funds in that nation. in 2012, the market capitalization of indonesia amounted to us$ 428,2 billion (the world bank, 2016) and it has been reported that 43,72% of this number was derived from top ten companies (sutyanto, 2013). one of these companies is pt xyz which is also interesting to be observed on human capital management perspective in order to reveal how it handle its people so that it could derive such astonishing performance among indonesian companies. this company, naming pt xyz, is one of the most reputable companies in indonesia. it has believed that people are one of its important parts of its business sustainability growth. therefore, it has put people as part of its strategies in order to win the market and develop its competitive advantage aside of its competitors. it is why this company has known for its commitment on people side and won several awards regarding human capital management. furthermore, it has put people on its mission statement to ensure that its management has committed to people development when developing and nurturing its business. regarding people development, the company has long realized that there are two functions of its people competencies that need to be nurtured, they are technical and leadership skill. for its technical skill development, the company has decided to delegate this responsibility to its business function with basic thinking that only business function knows what it takes to develop its required 126   journal the winners, vol. 17 no. 2, september 2016: 125-132  people competencies. while for leadership skill, the company still believes that it should be handled by its self at head office. this policy is based on quality management principle, among these principles is leadership (hessen, 2015). this principle states that leaders should be able to set a goal and mobilize its people towards it. according to kaplan (2004), it has stated that it is important to ensure the availability of qualified leaders at all levels to mobilize the organizations towards their strategies. based on this guideline, the company has further appointed abc division, which division’s roles are to develop the company’s people and to handle the company’s all level development programs, such as basic management and supervisory programs. while the rest programs are consisting managerial program, senior management program, general management program, and executive program are to be handled by cooperating with training providers. this is done because the company needs to make sure that its people pose the same leadership style when handling its business operation. therefore, it has set up leadership competency guideline for abc division to conduct its program in order to ensure that the appropriate leadership style has been delivered accordingly to this guideline. in conducting this supervisory program, abc division usually asks the favor from other affiliated training centers to provide appropriate facilitators to deliver several sessions during the supervisory program. after the session, participants who are from all affiliated companies are asked to evaluate how well the facilitator has delivered the sessions (fei). meanwhile, for each of its session, abc division takes full responsibility to construct and develop it into the program based on the previous mentioned leadership competency that is required when the participant is about to be promoted to the certain supervisory position in its related affiliated company. these sessions are also evaluated by participants to see how well the sessions meet their needs to acquire leadership competency (sqi). last but not least, the whole program is also evaluated to see how well the program served the participant needs in acquiring leadership competency so that he/she can boost his/her career (pqi). this is very important in order to see whether the program has been effectively conducted and suitable for its participant in terms of training satisfaction and transfer. those mentioned indexes are the indicators for the company to ensure that the reaction of the participants is favorable in order to be able to pursue the next steps as proposed by kirkpatrik (2009), such as learning, behavior, and results. therefore, the company has set the target of 4.10 as the favorable indicator to reveal that participants give the positive reaction to the program. however, up to batch 46, the average scores for pqi, sci, and fei are below targeted 4.10 which were 4,19, 3,95, 3,93 respectively for the last batch of 46. of course, this condition is not acceptable because these indicators have shown that the program is not effective yet. therefore, it has triggered with research gap which then becomes research question which is about why the average session scores (pqi, sci, and fei) are below required 4,10 as an indicator of its effectiveness and how to improve them. to address this problem, abc division head has formed a team to improve this condition by conducting pdca cycle as its accepted methodology in the team so that those indicators can be above the required 4,10. the result then is important for the division in order to pay its accountability not only for its top management but also its affiliated companies’ management in order to provide reliable leaders which have been trusted to this division to conduct their development issues. based on belker et al., (2012), leadership is about how a person sets its goal and leads its people towards the goal. this skill can be born or learned, therefore, it is possible to make an intervention on people to improve their leadership skills. according to this belief, pt xyz has set its guideline to nurture its people in order to have the appropriate leadership skills required by its business operation. in order to accomplish this task, pt xyz has realized that it needs to set up its leadership skills guidelines so that every leader poses the identical leadership style when handling its business improving the average session …… (jonny) 127  operation. in doing so, among several theories, the company has picked the power of leadership in which there are five levels of leaderships such as highly capable individual, contributing team member, competent manager, effective leader, and level 5 executive (maxwell, 2013). this theory has been implemented in its leadership program pipelines as basic management program, supervisory program, the manager program, the senior manager program, the general manager program, and the executive program. among these programs, they share the same leadership competency as their basis in developing people’s leadership skill naming leadership competency. according to kaplan (2004), leadership competency model focuses on the specific competencies desired from leaders. in developing this model, among several theories, the company has selected belker et al., (2012) in order to develop this competency. it is consisting of vision and business sense (vbs), competency focus (cfo), interpersonal skill (isk), analysis and judgment (aju), planning and driving action (pda), leading and motivating (lmo), teamwork (two), drive, courage, and integrity (dci). this competency has served as standard which based on harris (2014), it can be the training design for abc division to provide the suitable sessions to develop the needed leadership skill which are consisting of effective first line manager (eflm), leading empowered team (let), situational leadership (sl), coaching and counseling (c&c), managing resistance (mr), people problem solving (pps), execution management (em), problem solving and decision making (prosdem), leading effective meeting (lem), and managing up (mu). these sessionsare in line with what belker et al., (2012) has said on the leadership skills that should be posed by a leader. those sessions are further developed by abc division using contemporary practices related to leadership practices in business operation which are further validated using pre-test to its leaders on whether it is suitable to be further delivered to the participants. after having its validation and approval from its top management, abc division is about to conduct the training. however, previous research and literature related to this subject matter are still rare except harris (2014), which has stressed out that there is the strong relationship between trainer style and learner orientation in predicting training outcomes. the training outcomes such as training satisfaction and outcomes, the company has decided to use internal and external facilitator among its group to deliver the subject matter in the class training to in order to ensure the training satisfaction and transfer. it has further set out 4.10 as the target to indicate that the training outcome has been delivered well. this index is further set out because based on kirkpatrick (2009), this is the very first gateway for the participant in order to see whether the program is already suitable for them or not. this moment of truth is very important because it will determine whether the participant will pursue the other step of training effectiveness such as learning, behavior, and results. furthermore, the company has long posed improvement culture where its people believe that anything in the company should and could be improved in order to achieve the higher level of achievement and satisfaction. there are several methods that the company has utilized especially in this paper, the company has decided to use pdca cycle as proposed by mccarty (2005). based on this method, there are four phases in order to improve the outcome of training effectiveness such as plan, do, check, and action. in the phase of plan, the team will identify and analyze the problem which can be done by gathering data, analyze the gap, and develop the plan. after that, in this phase of do is intended to implement the improvement plan in order to eliminate the root cause of the gap found in the previous phase. next is check that the team will compare the result with the target. if the result is satisfactory, then it can proceed to the next phase. otherwise, they should return to the first phase. and the last is action. this phase is for the team to standardize what solutions are effective to eliminate the root causes. by using this method, the company wishes to improve its training practices, so that it can also add new knowledge related to training management. it is especially the knowledge related to in-class training matters that is not only on what and how to 128   journal the winners, vol. 17 no. 2, september 2016: 125-132  conduct the training but also importantly as proposed by harris (2014) that the relationship between the trainer style and learner orientation on training outcome. methods in order to handle the problem, the team has adopted pdca (plan, do, check, and action) cycle based on mccarty (2005). as described in the previous section, this cycle consists of four phases such as plan, do, check, and action and is widely used to improve any process in the business in order to gain higher achievement or better qcd (quality, cost, and delivery) of its products or services. due to its similarity to this method, it is also suitable to be used in order to improve the average session evaluation of the supervisory program of this research intended to be accomplished. the following section elaborates more on what to do during each step based on mccarty (2005). in the phase of plan, the planning is done by conducting several steps such as (1) gathering quantitative and qualitative data by using session and program evaluation format to see current condition. in order to accomplish this step, the team has distributed questionnaires to all participants of supervisory program batch 46 which consists of 30 persons from all pt xyz’s affiliated companies. the questionnaires consist of three parts to evaluate program quality index (pqi), subject content index (sqi), and facilitator evaluation index (fei) of the program. several exemplary questions of these questionnaires are according to jonny (2016), such as (a) the program content meet its stated objectives, (b) the facilitators are able to maintain and encourage participation, (c) there is appropriate use of case discussion, examples, group work, and other means to aid understanding of the content, (d) the staffs are courteous, helpful and provided the trainees with professionalized attention, (e) the facilitators use practical illustration and or demonstrated an understanding of practical issues, (f) overall program is very helpful for the trainees in creating practical ideas to improve his or her performance. (2) using qualitative data to find its roots causes by using cause and effect diagram. (3) design the scenario improvement plan as the countermeasure on the problem. after having the improvement scenario, the team starts to implement the countermeasure to eliminate the root cause of the problem. in the phase of do, all alternative solutions are generated and selected to find the best possible solution to be conducted. furthermore, if in the field the selected solution is found to be not applicable, then the team will conduct small pdca cycle as its problem identification and corrective action in order to make sure the plan is fully implemented. next, the check phase, the team is about to evaluate the result of all implemented solution on whether it is already effective or not. this phase is needed in order to ensure that all implemented solutions are really correlated as countermeasure so that the targeted training outcome from the company can be reached. if the case is not as it is, then the team may look back on the problem as described in phase plan. the action phase is the final phase of the pdca cycle. in this phase, all the effective solutions which have been proven in its efforts to achieve the targeted level are all to be standardized as the effective scenario. therefore, it can be served as additional new knowledge as the contribution to the greater knowledge on training management especially in conducting the session in class. although this method is familiar with manufacturing fields, however through many types of research and practical applications, it has been proved that it is also suitable in the service field. therefore, it can also be served as an appropriate method for improving the training program. the company also finds this method is simple than other available methods. therefore after having trained, the team starts using this method to improve the program. improving the average session …… (jonny) 129  results and discussions in this section, the team elaborates more on the result of its effort to improve the supervisory program by using the pdca cycle as their method. they have used training documentation of batch 46 as the base in using pdca cycle. this batch consists of 30 people who are both already supervisors or supervisors to be that have been sent by their related companies to attend the supervisory program consisting of ten sessions and five-days training in the head office of pt xyz. those 30 people are then to be the respondent to the team in order to investigate and improve the program. the eligibility is based on their participation in the program as assigned by their companies. for additional information, some of them have also attended basic management program to describe their maturity on the management matters. this company has further renamed the program as the first-line manager to adjust their roles are first-line management role in the company. furthermore, about the result, it has been further elaborated in the following session pdca. in the plan phase, the team has gathered qualitative and quantitative data from the two-form questionnaires that being feedback by the participants every time they finish the session and once the program has been completed. the first form of the questionnaire is named as session evaluation form in order to assess sci and fei and program evaluation to assess pqi. for assessing sci and fei, the team uses five-likert measurement to let the participants give feedback from 1 (strongly disagree) to 5 (strongly agree). the questions used in this form are such as (1) the session content meets the stated objective, (2) the concept or skill presented will be helpful to the job, (3) there is appropriated use of case discussion, like group work to aid understanding of the subject, (4) the handout and or materials are designed and organized to aid understanding as sci session. then, in fei session, the questions are (1) facilitator is well prepared and organized for the session, (2) facilitator demonstrates the competence in the subject matter, (3) facilitator is able to communicate issues and concept clearly, (4) facilitator uses practical illustration and/or demonstrated an understanding of practical issues, (5) facilitators is able to maintain and encourage participation. for assessing pqi, another form using five-likert measurement is also used in order to assess the effectiveness of the program which has already conducted. in that form, there are several questions such as (1) the program content meets the stated objectives, (2) the program is well composed and all arranged to support the effective learning process, (3) overall the program is very helpful in creating practical ideas to improve the performance as program effectiveness section. for management program, the questions are (1) staffs are courteous, (2) staffs are helpful, and (3) staff provides you with professionalized attention. while for facility related, there is one question which is the room set up is ready, and the equipment is in working order. from these forms, the team has gathered the questionnaire forms, input the feedback quantitatively into the system, and has calculated the result is giving. the following results such as pqi is 4,19, sci is 3,95, and fei is 3,93. from these results, it can be concluded that the program is not effective if the targeted index is 4,10 out of 5,00. therefore, the team proceeds to the second step which is gathering the qualitative data that may be found in those forms left by the participants as input for the team. for the qualitative data gathered from those forms, there are many inputs on how the program should be conducted. this can be understood by reviewing their profile which can be classified as trainees with high learning orientation as introduced by harris (2014). from those scattered qualitative feedbacks gathered from participants, the team utilizes the fishbone diagram or cause-effect diagram in order to analyze why the program has considered not effective yet by its participants as shown in figure 1. 130   journal the winners, vol. 17 no. 2, september 2016: 125-132  figure 1 qualitative data which is analyzed by using fishbone diagram figure 1 has revealed out that there are several root causes on why the program is not considered effective yet. first, the contents of the program are still considered as confusing because there is no framework for participants to figure it out on what is the program intended for them. second, regarding the company policy to combine external and internal facilitators among the group, whoever is appointed as the facilitator, they should not be considered as new one although in fact, they are totally new. this is in line with the finding of harris (2014) that the trainer competency is also matters regarding learner with high learning goal orientation. third, the teaching strategies that used during delivering the subject content are considered boring which might make participants lose their focus on the matters. after having root causes validated, then the team also gathersanother qualitative data to explore more on how to improve the teaching method by conducting improvement scenario plan as described in table 1. table 1 improvement scenario plan voice of participants mode of teaching method slide case games multimedia slide contains typo and confusion x need exercise to figure it out x need some refreshments x need audio visual to figure out the concept x from table 1, it can be concluded that there should be several countermeasures to be related to slide, case, games, and multimedia in order to improve the teaching quality during the sessions which will be elaborated more in the following section. after the plan phase, next phase is do. after conducting the analysis, the team has come up with several improvements based on the improvement scenario plan such as (1) improving the teaching policy where facilitator arrangement should be a combination of 80% experienced and only 20% new with prior briefing to make them more confident and not seem really new about the session, (2) content should be based on framework that can be seen in figure 2. improving the average session …… (jonny) 131  figure 2 framework of supervisory program figure 2 gives the whole picture of the supervisory program. it is said that the program is about to improve the participants' leadership skill related on managing self, people, and the job with intended leadership competency and related section. by using this framework, the participants have a clearer understanding of the program. the content is also equipped with several teaching aids such as proper slide, case, games, and multimedia as planned in the scenario. after implementation on the next batch which is 47, the team pursues the next phase. after the implementation, in the phase of check, the participants of the batch 47are asked to fill out feedback forms to the team which revealed out pqi is 4,55, sci is 4,21 and fei is 4,21. based on these results, the program can be considered as effective and therefore it can proceed into the next phase. in this phase, action, the team has standardized the several rules. first, facilitators are a combination of 80% experienced and only 20% new ones. this policy is needed in order to maintain the quality of knowledge transfer during the program. if the program is conducted by all new facilitators, then the quality of the program will be difficult to be managed. while if all the facilitators are experienced than the institution, it will not have any opportunity to do facilitator’s generation in case that those experienced ones decided to leave the institution for the new career. it cannot be managed by 50-50 rules because from the survey, the participants have stated that they need experienced facilitators over new ones since due to they are assigned to learn leadership skills, therefore, they need to get it from experience ones. however, if there is a new one that should be asked to deliver the material, the institution has made sure his/her readiness through rigorous briefing so that the quality of the program is well assured. second, the content should be based on the framework. the survey also reveals that the content that has no adequate framework that will cause the participants find the difficulty in understanding the material. this phenomenon is understandable because the participants come from the company with holistic view culture. they are already trained to see the big picture through the framework of ideas. this is needed in order to make them buy in with the training. after understanding the framework, then they will believe in the content and make it easier for the facilitator to deliver the material. third, several teaching aids that used are the slide, case, games, and multimedia. some content of the leadership program are difficult to be understood, therefore, they need some aids to stimulate their understanding. thanks for the sophisticated technology advancement because the facilitators can make the means to be used during delivering the material in the class such as slide, case, games, and multimedia. the use of these aids has proved the incremental of the session evaluation score, therefore, those aids are standardized as mandatory when the facilitator is about to deliver the material in the class. 132   journal the winners, vol. 17 no. 2, september 2016: 125-132  conclusions after conducting the research, the team has found that the reasons why the program is below target 4,10 score are related to the new facilitator, no framework, and teaching aids. therefore, after doing these improvements, the score is improving to above targeted 4,10 score. the additional contribution to the knowledge that can be derived from this paper are (1) trainer combination should be paid attention, (2) use of framework, and (3) use of teaching aids such as proper slide, case, games, and multimedia. however, this research has some limitation. first, the participants as 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(2016, 31 may). market capitalization of listed domestic companies (% gdp). retrived may 31st may 2016 from http://data.worldbank.org/indicator/cm.mkt.lcap.cd microsoft word 05_beatrik messah_indonesian internet.doc journal the winners, vol. 4 no. 2, september 2003: 112-126 112 factors influencing indonesian internet users intention on buying books online beatrik messah1 abstract the purpose of this research is to discover and analyse factors influencing indonesian internet users intention on buying books online. certain factors will be investigated are demographic, features, convenience, web design, and security. this research used questionaires to obtain data from the respondents. after the data collected, spss software is used to process the data with using chi-square test. the result found that features, convenience, and security factors of online bookstores and level of education, income, and occupation of the indonesian internet users influence the people intention on buying books online. in the other hand, web design of the online bookstores and the age of the indonesian internet users have no influence on their intention on buying books online. keywords: internet user, online books abstrak tujuan penelitian menemukan dan menganalisis faktor yang mempengaruhi minat pengguna internet di indonesia dalam membeli buku melalui internet. faktor yang akan dianalisis adalah demografi, features, kenyamanan, web design, dan keamanan. penelitian ini menggunakan kuesioner untuk memperoleh data dari responden. setelah data terkumpul, perangkat spss digunakan untuk memproses data menggunakan tes chi-square. hasilnya, features, kenyamanan, dan faktor keamanan toko buku online dan jenjang pendidikan, pendapatan, dan pekerjaan pengguna internet di indonesia mempengaruhi minat untuk membeli buku melalui internet. di sisi lain, web design dan usia pengguna internet di indonesia tidak mempengaruhi minat mereka dalam membeli buku melalui internet. kata kunci: pengguna internet, buku online 1 staf pengajar jurusan manajemen, fakultas ekonomi, ubinus, jakarta factor influencing indonesian internet users… (beatrik messah) 113 introduction the rapid development of information technology has brought many new inventions which one of it that currently become the global trend in all over the world is internet. the emerged of internet has given some dramatically changes in the human life aspects. the significance changes are appearing by the way people used to socialize or do transactions with others. from general activities like chatting, writing email, to business activities such as electronic commerce. with e-commerce people are able to do their shopping tasks through the internet, which known as online shopping. according to national retail federation, it is projected that online shopping will grow from $11 billion in 1999 to $41 billion in 2002 (sunarsip, april 2001). in indonesia, there are 2 million people which can be categorized as internet user in indonesia (anonymous 4, 2001). one of the commodities that commonly sold online are books. nowadays, there are many available bookstores that offer on-line shopping via their home pages. it means that the customers can view their home pages from home, browsing the subjects, read the synopsis, until they find out what they want and order it. the bookstores will deliver their subscriptions in the next several days with additional transportation fee for some stores, while other offer free transportation fee. in indonesia, a bookstore that is became the pioneer of e-commerce in indonesia was an online bookstore called sanur (boerhanoeddin, 2000). this research will explore the impact of those factors, which are demographic, features, web design, convenience, and security on changing the intention of the internet user to do on line shopping. by knowing the relation between those factors with the internet user behavior, other virtual market can managed their way of selling online, and improve their performance in order to attract more consumers, which in the end will increase their profit margin. research problems this research tries to explore and find out whether demographic factors, feature, layout, and security of online bookstores have influence on indonesian internet users intention on buying books on-line. from the factors above, the research problems arise and become the research questions in this research are as follows. 1. do the demographic factors, such as: age, education, occupation, and income, have influence in internet users intention on buying books online? 2. do the features of online bookstores such as: the book’s catalog, help/customer service, search function, special offer/discount price, shopping chart, book’s synopsis, and readers review have affect in influencing internet user intention in deciding on buying book online? 3. do the web design factors such as colors, web store’ artistic value, layout, typography and visuals can influence indonesian internet users intention on buying books online? 4. do the convenience factors such as no time and place limitation, wide variety choices, convenience of accessibility, and easiness of prince comparison have influence internet users intention on buying books online? 5. do the security issues, which can be see from the security of payment, security of personal information have influence in influencing indonesian internet users intention on buying books online? journal the winners, vol. 4 no. 2, september 2003: 112-126 114 literature review i. internet there are some different interpretations of the term of internet. following is the term of the internet stated by federal networking council in the internet monthly reports, october 1995: “ "internet" refers to the global information system that is logically linked together by a globally unique address space based on the internet protocol (ip) or its subsequent extensions/follow-ons; is able to support communications using the transmission control protocol/internet protocol (tcp/ip) suite or its subsequent extensions/follow-ons, and/or other ip-compatible protocols; and provides, uses or makes accessible, either publicly or privately, high level services layered on the communications and related infrastructure described herein” (federal network council, 1995). internet can be understood as the network of networks, which consists several computers through wireless medium, which made the computers able to “communicate” each other. because the computers are able to interact with each other, people can use them to send messages, gather information, or do two-way communication. ii. internet in indonesia it was predicated that the internet user in indonesia would achieve almost 2.5 million people in 2001 (manajemen, 2001). there are some controversies of the history of internet in indonesia. according to dotcom, an internet magazine, indonesia has connected to the internet through uinet network. but the history record that indonesia was officially have gathered with the internet in 1993, which notified by received the id domain. following the recognition, the first isp (internet service provider) in indonesia was built in 1994, which is indonet (dotcom, 2001). iii. e-commerce overview e-commerce can be defined as “the buying and selling information, products and services via computer networks (ravi, whinston, 1996). we can broaden the definition by saying that ecommerce is the concept of doing business transaction through the internet and digital infrastructure. e-commerce is a dynamic set of technologies, applications, and business process that link enterprises, consumers, and communities through electronic transactions and the electronic exchange of goods, services and information (purbo, wahyudi, 2001). factor influencing indonesian internet users… (beatrik messah) 115 the model of e-commerce (integrated perspective) as described by nissen e. mark are as follows. figure 1 model of e-commerce by nielsen e. mafk there are two types of e-commerce; the first one of business to business and the other is business to consumers. the first one type means that the transactions were happened between companies. either the first company becomes the buyer or the seller; this kind of e-commerce usually involves big transactions. the second type of e-commerce is business to consumers. in this type the company do the transactions directly to the consumers as the buyers. iv. e-commerce influences on marketing the rapid growth of technology has given some changes in the way people doing their business activities. according to kotler (2000), with the trend of e-commerce, sales produced through traditional direct-marketing channels have been growing rapidly. as he describe the definition of direct marketing as: “an interactive marketing system that uses one or more advertising media to affect a measurable response and/or transaction at any location” (kotler, 2000). thus, the presence of e-commerce has influence the way people do marketing activities to sell and promote their products. as kotler also mention the description of electronic market which can be determined as another result from the influences of e-commerce which change the way people market and sell their products. v. consumer behavior the way people decided to buy something from a store is very influenced by their buying behavior. there are many factors that influence the people buying behavior that are: cultural, social, personal, and psychological factors. cultural factors can be further divided to three factors that are culture, subculture, and social class. social factors can be divided to reference groups, family and social roles and statuses. personal factors can be influenced by personal characteristics, which are include the buyer’s age, and stage in the life cycle, occupation, economic circumstances, lifestyle, and personality and self-concept. finally, the psychological factors can be influenced by four major psychological factors, which are motivation, intention, learning and beliefs and attitudes (kotler, 2000). journal the winners, vol. 4 no. 2, september 2003: 112-126 116 vi. purchase decision there are many factors that can influence people decision of buying the products. mostly people will directly buy the well know product from well-known store. but, there are two factors can intervene between the purchase intention and the purchase decision. the first factor is the attitudes of others. the extend to which another person’s attitude reduces one’s preferred alternative depends on two things: the intensity of the other person’s negative attitude toward the consumer’s preferred alternative; and the consumer’s motivation to comply with the other person’s wishes. kotler (2000). so the attitude from other people surround the prospective customers will give big influence in the customer intention before he decide to do online shopping or not. the second factor is unanticipated situational factors that may erupt to change the purchase intention (kotler, 2000). the steps of the purchase decision can be seen through the figure below. source: kotler (2000) figure 2 steps of the purchase decision factors that influences on-line shopping i. barriers that inhibit people buy online there are some factors that become inhibitor for people to do on-line shopping. as the research done by pulse of the customer, there are some reasons that become the barriers for consumers to buy on-line (anonymous 1, 1999), those factors are as follows. 1. some products are simply not conducive to an online purchase. 2. shoppers are distrustful of the ability to handle returns and other customer service issues online. ii. factors that influence people to buy online to persuade people to change their intention, a company must know what factors can influence the behavior of prospective customer. online store can have more advantages from land store depend on the way they manage the online store. according to the research conduct by pricewaterhouse coopers, the task of creating a satisfying shopping experience online is different from the offline stores. there are some elements called as “the eight s’s” that can make a evaluation of alternatives purchase intention attitude of others unanticipated situational factors purchase decision factor influencing indonesian internet users… (beatrik messah) 117 satisfying online shopping experience (anonymous 3, 2001): selection, substance, savings, simplicity, sensory appeal, speed, service, security. surveyed conducted by danish e-commerce association (nielsen, 1999), found that there are some reasons why people shop on the web which are as follows. 1. easy to place and order (83%). 2. large selection of products (63%). 3. cheaper prices (63%). 4. faster service and delivery (52%). 5. detailed and clear information about what is being offered (40%). 6. no sales pressure (39%). 7. easy payment procedures (36%). iii. the importance of site features when building an online shop, the webmaster must really give attention to the features of the future site. according to the survey conduct by pricewaterhousecooper, indicates that not only are the features of the site important to online shoppers when selecting an online shopping site, but they can also help retailers turn shoppers into buyers, while other can pull the shoppers away (anonymous 3, 2001). according to ecom resource center, it is important to notify how a storefront is composed, how a good catalogue should be, how about the online shopping chart, and payment options. (ecom resource center, 2001). according to the survey, it is indicated that features are important to influence people behavior to buy something online. below are factors that can be involve in the site features to help make a retail web site a success (o’brien, 1999). 1. performance and service 2. personalization 3. socialization 4. look and feel 5. incentives from other surveyed sponsored by the danish e-commerce association (nielsen, 1999). three of the features that can attract people to buy online are as follows. 1. detailed information about the product itself 2. price comparisons 3. detailed information about the vendor specifically, in buying books online, there are some factors that can increase people’s intention to buy books from the online bookstores such as (sembiring, 2001) bellows. 1. always providing new books’ edition 2. giving essential price differences 3. company’s profile 4. books’ synopsis iv. the importance of web design there are six non-technical things that crucial to bear in mind as we design a web site (anonymous 3, 2001) which are bellows. journal the winners, vol. 4 no. 2, september 2003: 112-126 118 1. create a brand 2. color 3. layout 4. typography 5. visuals v. the importance of security 1. security of payment according to retail intelligence systems consumer survey (2001), concerns surrounding security topped the list of online shopping barriers. approximately 69% of consumers with online access indicated that they were concerned about credit card security. security must be built-in at both the technical and business process level. at the technical level, data vulnerabilities while in transit are usually dealt with though a combination of encryption schema and transmission protocols such as secure sockets layer (ssl) (fingar, et al 2000). wahyudi (2001) also describe about secure electronic transaction (set) which was developed by the collaboration between visa and mastercard. set was covered the protocol specification and infrastructure which support the payment system using bank card payments. there are three type of payment category as describe by wahyudi (2001) which are as follows. a. digital cash with credit card basis. b. digital cash with check type. c. digital cash with cash payment type. 2. security of personal information approximately 61% of consumers indicated that they were concerned that online shopping sites would not keep their personal information private (anonymous 3, 2001). the security of personal information can be very influenced in build consumers’ intention to buy online from the web store. a customer concerned with privacy issues is more likely to feel secure about parting with her personal information once she becomes familiar and comfortable with an online retailer. she might well be swayed by a polite request to enable her browser’s cookies or to register as a site user after some experience with the site and after a compelling explanation of the benefits associated with sharing her information. in contrast, forcing a customer to enable cookies or divulge personal information in order to use basic site features may well encourage her to click to a competitor’s site (anonymous 3, 2001). vi. buying books online as described in the survey conducted by verdict (anonymous 2, 2000). it also stated that online books selling still in the second place from the amount sales, under the travel industries, which could be categorized as service. the main categories of retail goods being bought are bellows. 1. books (54%) 2. music and video (34%) 3. computer software (34%) 4. clothing/footwear trails at 16%, with food/drink at 8% factor influencing indonesian internet users… (beatrik messah) 119 methodology i. population and samples the respondents that will become the target of the data collection are the internet users in indonesia. the data collections are begin at august 2001, with the period of one-month data collection. ii. sampling techniques using questionnaires that are paper based or traditional and email based or on-line questionnaires. the numbers of questionnaires that distributed are 350 questionnaires. the type of questionnaires used is the close model. the traditional questionnaires were distributed directly to the internet users in indonesia, specifically in the bookstores, which equipped with the internet café. the online questionnaires were distributed to the people whose names were listed in the online bookstores’ guest books. iii. research model the model used in this research is constructed using the combination of the factors stated in previous survey and findings such described in the literature review. using some changes and modification, the factors is created to be appropriated with the research scope. figure 3 a research model journal the winners, vol. 4 no. 2, september 2003: 112-126 120 iv. research variables 1. independent variables the independent variables used in this research are the factors that assumed to have impact toward the indonesian internet users intention on buying book online. those factors are the demographic factors, features of the online bookstores, web design, convenience, and security. the features, convenience, and security factors will be scaled from very disagree to very agree, while web design factors will be scaled from very poor to very good; and users intention scaled from very low to very high. the information of each variable is bellows. x1 = features factors which will be measure from the respondent think about the book catalog, help/customer service, search function, special offer/discount, shopping chart, book synopsis, readers review of the online bookstores. x2 = web design which is contain with factors of colors; the easy navigation site, layout, typography, and visuals. x3 = convenience which is the time efficiency, no time and place limitation, the price, wide variety choices, and easiness of the online bookstores. x4 = security which is related to the security of payment, security of personal information/privacy and security message/certification of the protection use by the store. x5 = the indonesian internet users range of age x6 = the indonesian internet users’ level of education x7 = the indonesian internet users’ type of occupation x8 = the indonesian internet users’ range of income 2. dependent variables y = indonesian internet users intention on buying books on-line. v. hyporesearch 1. first hyporesearch ho = the feature factors of the online bookstores do not influence the users intention on buying books online h1 = the feature factors of the online bookstores do influence the users intention on buying books online 2. second hyporesearch ho = the web design factors of the online bookstores do not influence the users intention on buying books online h1 = the web design factors of the online bookstores do influence the users intention on buying books online 3. third hyporesearch ho = the convenience factors of the online bookstores do not influence the users intention on buying books online h1 = the convenience factors of the online bookstores do influence the users intention on buying books online factor influencing indonesian internet users… (beatrik messah) 121 4. fourth hyporesearch ho = the security factors of the online bookstores do not influence the users intention on buying books online h1 = the security factors of the online bookstores do influence the users intention on buying books online 5. fifth hyporesearch ho = the indonesian internet users’ range of ages do not influence their intention on buying books online h1 = the indonesian internet users’ range of ages do influence their intention on buying books online 6. sixth hyporesearch ho = the indonesian internet users’ education level do not influence their intention on buying books online h1 = the indonesian internet users’ level of education do influence their intention on buying books online 7. seventh hyporesearch ho = the indonesian internet users’ occupation do not influence their intention on buying books online h1 = the indonesian internet users’ occupation do influence their intention on buying books online 8. eighth hyporesearch ho = the indonesian internet users’ range of income do not influence their intention on buying books online h1 = the indonesian internet users’ range of income do influence their intention on buying books online discussion respondents in this research the total questionnaires distributed either online or traditional form are 350. the questionnaire that are received back are 174, with 23 questionnaires are not valid. therefore, in this research there are 151 questionnaires that can be used for further analysis. the respondents are internet users in indonesia, and the data collection period is about one month. descriptive statistics respondents fill the questionnaires are mainly have aged from 25 to 34 years old or about 43.7 percent. 84 people are male or about 55.6 percent from the total respondents. the respondents are mostly having bachelor degree or about 63.6 percent. the occupation of the respondents mostly is employee (68.2 percent), with the range of income of more than 2 million to 5 million (42.4 percent). the 31.1 percent of the respondents access the internet every day. the most well journal the winners, vol. 4 no. 2, september 2003: 112-126 122 known online bookstores is amazon (44.4 percent), while gramedia cyberstore is on the second place, with 34.4 percent. from the research, it found that about 47,7 percent of the respondents have high intentions to buy books online, while 45.7 percent have moderate intention level. summary of analysis result from the data analysis, it yield that the only factors that not influence the internet users intention of buying books online is web design. while feature, convenience and security have influencing effects to the users’ buying intention. and from kendall’s tau-b analysis, the security factors have the highest influencing affect on the users buying intention. each of online bookstores offers different features with other stores. the basic features offers by most of the online bookstores are book catalogue, search function and online customer service. some of the bookstores offer additional features that can attract their customers, such as book synopsis, reader review section, and discount price. from the research, customers are mostly attracting with the discount price offer by the online bookstores. web design of the online bookstores, is the appearance of the online bookstores’ web site. this factor is involved of color, layout, typography, visuals, and navigability of the online bookstores’ web site. from the analysis, it is found that the web site factors do not influence the indonesian internet users intention on buying books online. this means that regardless of how the appearance of the online bookstores, people are more attract to shop there if the stores can offers high performance of features, convenience and security. convenience factors also influence the intention of the internet users of buying books online. the people have intention to buy books online, because the can received many advantages and benefit, which they can’t get from the traditional bookstores. such as time efficiency, and least physical effort, by buying books online they don’t need time to go to the traditional bookstores, find parking space, and moreover they can do their shopping whenever and wherever they want. all of these convenience factors influence their intention of buying books from online bookstores. the highest influence is come from security factors. in this research the security factors is divided into two types of security, which is security of payment and security of personal information. all of this factor play significance role in building high intention for the internet users to buy books online. the personal information security of the internet users also play important role in building positive intention of the prospective customers. the summary of analysis result is such as shown by the table below: factor influencing indonesian internet users… (beatrik messah) 123 table 1 summary of the analysis result hyporesearch types of variables degree of freedom (df) calculated chi-square value table chisquare value kendall's tau-b contingency coefficient accept/ reject ho result first hyporesearch ordinal ordinal 6 49.28 10.645 0.508 reject ho the feature factors of the online bookstores do influence the user intention toward buying books online second hyporesearch ordinal ordinal 9 13.965 14.684 0.314 accept ho the web design factors of the online bookstores do not influence the indonesian internet users intention toward buying books online third hyporesearch ordinal ordinal 9 57.903 14.684 0.405 reject ho the convenience factors of the online bookstores do influence the indonesian internet users intention on buying books online fourth hyporesearch ordinal ordinal 9 62.719 14.684 0.551 reject ho the security factors of the online bookstores do influence the indonesian internet users intention on buying books online fifth hyporesearch nominal ordinal 9 10.773 14.684 0.258 accept ho the age of indonesian internet users do not influence the users intention toward buying books online sixth hyporesearch nominal ordinal 9 49.264 14.684 0.496 reject ho the education level of indonesian internet users do influence the users intention toward buying books online seventh hyporesearch nominal ordinal 12 38.203 18.549 0.449 reject ho the occupation of indonesian internet users do influence the users intention toward buying books online journal the winners, vol. 4 no. 2, september 2003: 112-126 124 table 1 summary of the analysis result (continued) eight hyporesearch nominal ordinal 12 60.149 18.549 0.534 reject ho the income of indonesian internet users do influence users intention on buying books online conclusion from the research conducted, there are some conclusions that can be obtained regarding with the factors influence indonesian internet users intention on buying books online which are as follows. 1. the features of online bookstores such as the availability of book catalogue, customer service, search function, shopping chart, book’ synopsis, readers’ review, and discount price have influence to indonesian’s internet users intention on buying books online 2. web design of online bookstores, which consist of the attractiveness of its colors, artistic factors, layout, visual effect and typography do not influence the intention of indonesian internet users on buying books online. 3. convenience factors of online bookstores, such as the capability to provide its customers with the easiness of shopping from wherever and whenever they want (no time and place limitation); the capability to provide the wide variety of books’ choices, and the easiness for the customers to make price comparison between online bookstores influence in building positive intention of indonesian internet users on buying books online. 4. the security factors either the security of payment or security of personal information have high influence to indonesian internet users’ intention on buying books online 5. the age of indonesian internet users don’t have influence to their intention toward buying books online. 6. the indonesian internet users’ education level influences their intention on buying books online. 7. the types of job occupied by the indonesian internet users influence their intention toward buying books online. 8. the range of income had by indonesian internet users influence their intention on buying books online. 9. there are some other factors beside factors that have been investigated in this research that inhibit indonesian internet users on buying books online although their intention are high enough. these randomized factors are such as: cultural factors, personal limitation and considerations. references anonymous. 1999. “e-commerce and the evolution of retail shopping behavior,” pulse of customer, (online) diakses tangggal 19 april 2001 dari http://www.cognitiative.com/research_publications/pulse_archives/res_pulse_archive_7_ 99.pdf factor influencing indonesian internet users… (beatrik messah) 125 _________. 2000. “verdict on electronic shopping 2000”, (online), diakses tanggal 19 april 2001 dari http://www.verdict.co.uk/es2000.htm _________. 2001. “not all site features turn online shoppers into buyers, pricewaterhousecoopers' survey reports,” pricewaterhousecoopers retail intelligence system® (online) diakses tanggal 20 may 2001 dari http://www.pwcris.com/freecontent/pressreleases/press28.asp _________. 2001. “sejarah internet di indonesia: pertarungan menjadi yang pertama,” dotcom. edisi 22 thn ii, 24 april – 7 mei 2001. boerhanoeddin, zuraida. 2000. “e-commerce in indonesia,” (online) diakses tanggal 22 april 2001 http://www.isoc.org/inet2000/cdproceedings/7c/7c_3.htm ecom resource center. 2001. “creating your online storefront,” (online) diakes tanggal 11 april 2001 http://www.ecom/resourcecenter.com/build/createstorefront.html federal networking council. 1995. internet overview, internet monthly report. fingar, p., harsha kumar, dan tarun sharma. 2000. enterprise e-commerce. florida, usa: meghan-kiffer press tampa. godlinez, victor. 2000. “online shopping world expanding at staggering rate,” the newstimes online edition, (online) diakses tanggal 24 april 2001 dari http://www.newstimes.com/archive2000/may24/bze.htm jackie, pollok. 2001. “food for thought: the online shopping experience,” pricewaterhousecoopers, (online) diakses pada tanggal 19 april 2001 dari http://www.pwcris.com kotler, philip. 2000. marketing management: analysis planning, implementation, and control. new jersey: the millennium edition, prentice hall. neuman, w. l. 2000. social research methods: qualitative and quantitative approaches. fourth edition. usa: allyn and bacon. nielsen, jakob. 1999. “why people shop on the web,” diakses tanggal 22 maret 2001 dari http://www.useit.com/alertbox/990207.html nissen e. mark. 1995. commerce model and the intelligent hub. commercenet. o’brien, james a. 1999. management information systems: managing information technology in the internet worked enterprise. fourth edition. usa: mcgraw-hill book companies. ravi, kalakota and andrew b. whinston. 1996. readings in electronic commerce. addison wesley. journal the winners, vol. 4 no. 2, september 2003: 112-126 126 retail intelligence systems. 2001. “online privacy concern paramount: pricewaterhousecoopers survey reports,” (online), diakses april 2001 dari http://www.pwcris.com/freecontent/pressreleases/press26.asp sembiring, dalyantta. 2001. “belanja buku menghemat waktu.” pc media. vol 1 no.9 agustus. singarimbun, masri dan sofian effendi (ed.). 1989. metode penelitian survai (edisi revisi). jakarta: lp3es. singgih, santoso. 2001. riset pemasaran: konsep dan aplikasi dengan spss. jakarta: elex media komputindo. sugiyono. 1999. metode penelitian bisnis. bandung: alfabeta. sunarsip. 2001. “lonceng kematian e-business dan kebangkitannya kembali.” manajemen. edisi no. 152, april. umar, husein. 2000. metode penelitian untuk skripsi dan tesis bisnis. jakarta: rajagrafindo persada. wahyudi, purbo dan wahyudi a.a. onno. 2001. mengenal e-commerce. jakarta: elexmedia komputindo. critical factors in e-learning …… (yulia magdalena; togar alam napitupulu) 9 critical factors in e-learning influencing student motivation and collaboration in indonesian higher education institution yulia magdalena1; togar alam napitupulu2 1information sytem program, school of information system, bina nusantara university 2master of information system management, binus graduate program, bina nusantara university jl. k. h. syahdan no. 9, palmerah, jakarta 11480, indonesia 1yulia.magdalena@binus.ac.id; 2tnapitupulu@binus.edu abstract the purpose of this research was to determine the effect of e-learning and its elements to student motivation and collaboration. this research was conducted in one of indonesian higher education institutions. a questionnaire was distributed to collect data from students. data were obtained from 145 active undergraduate students. the statistical method of multiple regression analysis was used for data analysis, using software statistical product and service solution (spss) version 22. overall, the results of this research indicate that elearning has a positive impact on student motivation and collaboration. however, it is found that not all elements of e-learning have positive impacts on student motivation and collaboration. keywords: e-learning, student motivation, student collaboration introduction information and communication technology in higher education has been one of the important aspects noticed by the indonesian government. thus, it has become one of the minimum standards of learning, meaning it must be owned by universities in indonesia as specified in regulation of the minister of education and culture of the republic of indonesia number 49 of 2014 (republik indonesia, 2014). according to oye et al. (2012), e-learning is the use of information and communication technology (ict) to improve and facilitate teaching and learning. meanwhile, sulcic and lesjak (2009) have believed that e-learning is a learning process where students get their material through electronic media (internet, intranet, extranet, satellite, audio/video, and/or cd). there are three basic characteristics in e-learning, namely (1) must be in the network, (2) must be accessible through a standard web browser on a computer, and (3) needs to expand the traditional training paradigm (pelet, 2014). e-learning can generally be applied to two learning systems, namely online learning and blended learning. formally, e-learning is defined as direct and indirect communication mediated by an electronic device for the purpose of establishing and understanding knowledge (garrison, 2011). therefore, it can be concluded that e-learning optimizes the use of ict and/or electronic devices to improve and facilitate the teaching and learning process to achieve the goal of learning, which is obtaining an understanding of knowledge. the main purposes of e-learning are to improve the accessibility of education, save costs and time, as well as improve student achievement (oye et al., 2012). moreover, many researchers have discussed the positive effects of the use of e-learning as it increases the commitment of the students in the learning process (rashty in khan & jumani, 2012). mailto:yulia.magdalena@binus.ac.id 10 journal the winners, vol. 19 no. 1, march 2018: 9-19 changes in the learning process as a result of the implementation of e-learning cannot be circumvented. e-learning changes not only the paradigm of the students but also the faculty, coaches, administrative, technical and other support, as well as the institution as a whole. in his research, khan (2005) has created a framework to support the paradigm shift and create a learning environment that is more meaningful. there are eight dimensions/elements in e-learning framework; institutional, management, technological, pedagogical, ethical, interface design, resource support, and evaluation. according to delvecchio and lougney in khan and jumani (2012), one of the weaknesses of e-learning is that it requires more time to follow the course and complete the tasks than the traditional classroom. this means that students must be highly motivated and responsible because they have to do the work themselves. that being said, the students who have low motivation or a bad learning habit can be left behind. in the context of educational psychology, motivation involves the processes that drive, steer, and maintain a behavior (santrock, 2008). in general, motivation increases the student’s time to do his/her job which is an important factor that affects both learning and their achievements in a particular area (ormrod, 2011), pintrich and schunk in chen and jang (2010) have shown in their study that selfdetermination theory (sdt) is one of the most comprehensive and empirically supported theories of motivation available today. the theory distinguishes various types of motivation based on different reasons and purposes that generate an action (ryan & deci, 2000). the most fundamental difference is between intrinsic motivation that refers to doing things because it is inherently interesting or fun, and extrinsic motivation that refers to doing things because it is able to provide separate results. research conducted by khan & jumani (2012) have revealed that e-learning is more helpful in improving student’s motivation than traditional learning models, and recommend the use of e-learning for teaching and learning process to be more appealing. this result is also supported by harandi (2015), whose study confirms that e-learning is an element that influences student’s motivation. another important factor in the online learning environment is the effective collaboration to support students’ learning process. collaborative learning is regarded as one of the most effective ways to improve student’s learning as they help each other gain a better understanding to grasp the theme by discussing their tasks. collaborative learning according to laal and ghodsi (2012) is an educational approach to teaching and learning that involves a group of students to work together to solve the problem, complete task, or create the product. according to hilts & walker in zhu (2011), previous research has shown that students in collaborative learning environments have a more constructive learning process. in the collaborative learning process, students can share information, train critical reflection, negotiate meaning, as well as test and build understanding. another study shows that the use of e-learning effectively supports the collaboration of students in their learning process (al-ani, 2013). indonesia has become one of the countries recording a total growth of e-learning market average of 25% in 2016. however, student’s motivation and collaboration have not experienced similar improvement. hence, there should be research to find out the factors that can increase students’ motivation and collaboration in order to design policies for its improvement. in line with that, the research question is, “what are the e-learning factors that can improve student’s motivation and collaboration?” thus, this research will be conducted to determine the effect of e-learning and its element on student’s motivation and collaboration in one of the higher education institutions in indonesia. the result of the research is expected to be useful in helping the institution and other higher education institutions, in general, to improve their student’s motivation and collaboration by adjusting their strategies. critical factors in e-learning …… (yulia magdalena; togar alam napitupulu) 11 methods this research uses primary data collected by using questionnaire and distributed to undergraduate students of a higher education institution in indonesia. the institution has implemented blended learning and used learning management system (lms). several features of lms allow the students to access learning material, conduct video conference and have a discussion with lecturers and their peers. a questionnaire is applied to collect data from 145 active undergraduate students. the questionnaire comprises of 35 statements related to latent variables within the theoretical framework of the study, as shown in figure 1. they are three statements for institutional, three statements for management, four statements for technological, four statements for pedagogical, three statements for ethical, four statements for interface design, three statements for resource support, three statements for evaluation, five statements for motivation, and three statements for collaboration. the operational variables of this study are adapted from e-learning framework sub-dimensions from khan (2005), and they have been revalidated for this study. the measurement used in this study is the five-point likert scale from strongly disagree (1) to strongly agree (5). a pilot survey has first been conducted to 30 respondents to test the validity and reliability of the questionnaire. the method used for data analysis is multiple regressions. there are several stages of data analysis, namely; residual normality test, f-test, and t-test. normality test is used to determine if the collected data has normally been distributed. f-test is conducted to determine if one of the independent variables positively relates to the dependent variable. lastly, the t-test is conducted to partially determine if one of the independent variables positively relates to the dependent variable. the following are mathematical equations/models that will be tested based on the theoretical framework proposed in figure 1. (1) mt = β10 + β11i + β12m + β13t + β14p + β15et + β16id + β17rs + β18ev+ ε (2) cl = β20 + β21i + β22m + β23t + β24p + β22et + β23id + β24rs + β28ev + ε where, mt = motivation et = ethical cl = collaboration id = interface design i = institutional rs = resource support m = management ev = evaluation t = technological ε = error p = pedagogical figure 1 model of the relationship among variables in the research h4 h5 h8 h7 h10 h11 h12 h13 h14 h15 h16 h3 h1 institutional (x1) management (x2) technological (x3) pedagogical (x4) ethical (x5) interface design (x6) resource support (x7) evaluation (x8) motivation (y1) collaboration (y2) e-learning h2 h6 h9 12 journal the winners, vol. 19 no. 1, march 2018: 9-19 results and discussions table 1 presents the results of normality test that has been conducted on the collected data: table 1 normality test result for model (1) – variable dependent motivation one-sample kolmogorov-smirnov test unstandardized residual n 145 normal parametersa,b mean 0,0000000 std. deviation 0,28305079 most extreme differences absolute 0,069 positive 0,067 negative -0,069 test statistic 0,069 asymp. sig. (2-tailed) 0,090c a. test distribution is normal. b. calculated from data. c. lilliefors significance correction. based on the result that can be seen in table 1, significant value = 0,090; which is bigger than 0,05. thus, it can be concluded that the data of the first multiple regression models tested are normally distributed. table 2 normality test result for model (2) – variable dependent collaboration one-sample kolmogorov-smirnov test unstandardized residual n 145 normal parametersa,b mean 0,0000000 std. deviation 0,34588112 most extreme differences absolute 0,051 positive 0,034 negative -0,051 test statistic 0,050 asymp. sig. (2-tailed) 0,200c,d a. test distribution is normal. b. calculated from data. c. lilliefors significance correction. d. this is a lower bound of the true significance. based on the result in table 2, the significant value = 0,200; which is bigger than 0,05. therefore, it can be concluded that the data of the second multiple regression models tested are also normally distributed. the f-test is conducted to test the following hypotheses: h1 : one or several e-learning dimensions/elements are positively affecting the motivation of students. h2 : one or several e-learning dimensions/elements are positively affecting the collaboration of students. critical factors in e-learning …… (yulia magdalena; togar alam napitupulu) 13 tale 3 shows the results of f-test that has been conducted: table 3 f-test result for e-learning and motivation anovaa model sum of squares df mean square f sig. 1 regression 6,970 8 0,871 10,270 0,000b residual 11,537 136 0,085 total 18,506 144 a. dependent variable: mt b. predictors: (constant), i, m, t, p, et, id, rs, ev based on the result that is shown in table 3, significant value = 0,000; which is lower than 0,05; resulting in the conclusion that one or several e-learning dimensions/elements are positively affecting the motivation of students. table 4 f-test result for e-learning and collaboration anovaa model sum of squares df mean square f sig. 1 regression 6,527 8 0,816 6,441 0,000b residual 17,227 136 0,127 total 23,755 144 a. dependent variable: cl b. predictors: (constant), i, m, t, p, et, id, rs, ev based on the result seen in table 4, significant value = 0,000; which is lower than 0,05. hence, it can be concluded that one or several e-learning dimensions/elements are positively affecting the collaboration of students. further analysis has been conducted to determine which of the e-learning elements that positively has an influence on student’s motivation and collaboration. the t-test among elements of e-learning and motivation has been conducted to test the following hypotheses: h3 : institutional element has an influence on student motivation h4 : management element has an influence on student motivation h5 : technological element has an influence on student motivation h6 : pedagogical element has an influence on student motivation h7 : ethical element has an influence on student motivation h8 : interface design element has an influence on student motivation h9 : resources support element has an influence on student motivation h10 : evaluation element has an influence on student motivation based on the t-test result in table 5, only h5, h6, h7, and h8 can be accepted because significant values of the test show that value is lower than 0,05. this also acts as statistical evidence that the independent variables, which include technological, pedagogical, ethical, and interface design, are significant predictors of the dependent variable, student’s motivation. this result is in line with previous research conducted by bekele (2010) that have stated that technology is a source of student’s motivation in the learning environment that is supported by the internet. it also supports researches by abootorabi (2011), wang and reeves (2007), and bamosa and ali (2000) which stated that learning 14 journal the winners, vol. 19 no. 1, march 2018: 9-19 strategy and clear content have the positive effect on student’s motivation. jerman-blazic and klobucar (2005) have believed that violation of privacy may reduce students’ confidence in the learning process, and wang and reeves (2007) have shown in their study that clear and functional interface promotes students’ motivation in the learning process. table 5 t-test result for elements of e-learning and motivation coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 0,332 0,455 0,730 0,467 institutional -0,147 0,080 -0,173 1,833 0,069 management 0,002 0,086 0,002 0,019 0,985 technological 0,192 0,083 0,176 2,309 0,022 pedagogical 0,261 0,092 0,228 2,850 0,005 ethical 0,271 0,071 0,339 3,799 0,000 interface design 0,262 0,103 0,201 2,536 0,012 resource support 0,005 0,066 0,006 0,080 0,937 evaluation 0,071 0,068 0,083 1,044 0,298 a. dependent variable: motivation adaptive learning technology is one of many initiatives which can be used to improve students’ motivation. it is an approach to instruction which utilizes technology to create a personalized learning experience for students and provide different methods to enhance their learning (forsyth et al., 2016). however, personalized learning is not only enabled by the technology, but it also has to be accompanied by an adaptive pedagogy approach. according to bendou, megder, & cherkaoui (2017), there are several pedagogy principles in the adaptive online learning environment that need to be taken into account in consideration of the need to consider the diverse profiles of students, continuous presences, assistance, and feedback as well as adaptation. on the other hand, the hypotheses are not accepted because the significant values of the test for h3, h4, h9, and h10 is higher than 0,05. this also means that the researchers do not have statistical evidence to conclude that the independent variables, which include institutional, management, resource support, and evaluation, are significant predictors of the dependent variable, students’ motivation. this result is contrary to the study that has been done by bamosa and ali (2000), which have stated that administration, sub-dimension of the institutional element, has the positive effect on students’ motivation. this can be caused by the difference of administration as in this research it refers to availability and ease of administration features related to e-learning, not the overall administration response to the student. thus, the research can produce different conclusions if conducted with the administration as a whole. the result is also contrary to the researches that are done by williams and williams (2011) as well as vansteenkiste et al. (2004). they have suggested that the learning environment, which is the sub-dimension of management element, is one of the main sources of motivation and learning environment that supports the autonomy increase of students’ motivation. that being said, learning environment as suggested by williams & williams (2011) may include physical, mental, emotional, and even spiritual elements in some way. whereas in this study, the learning environment is focused on the online platform and how information is distributed there. therefore, the research can also produce different results if it is done by looking at a more comprehensive learning environment. small, snyder, & parker (2009) have suggested in their study that the media in the library have a positive influence on the motivation to learn. it is different with the result of this research, which can be caused by resource support in this study being intended to focus critical factors in e-learning …… (yulia magdalena; togar alam napitupulu) 15 more on the availability of facilities to access reference and books information along with the availability of support services related to e-learning. the result of research conducted by bozon (2013) is consistent with the result from this study, which states that the relationship between assessment and students’ motivation cannot be clearly defined because the nature of this relationship is mediated and controlled by the personality of the students. the t-test among elements of e-learning and collaboration has been conducted to test the following hypotheses: h11 : institutional element has an influence on student collaboration h12 : management element has an influence on student collaboration h13 : technological element has an influence on student collaboration h14 : pedagogical element has an influence on student collaboration h15 : ethical element has an influence on student collaboration h16 : interface design element has an influence on student collaboration h17 : resources support element has an influence on student collaboration h18 : evaluation element has an influence on student collaboration table 6 t-test result for elements of e-learning and collaboration coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 0,666 0,555 1,199 0,233 institutional 0,037 0,098 0,038 0,379 0,705 management 0,096 0,105 0,096 0,920 0,359 technological 0,306 0,102 0,247 3,006 0,003 pedagogical 0,068 0,112 0,053 0,609 0,544 ethical 0,180 0,087 0,198 2,064 0,041 interface design 0,006 0,126 0,004 0,045 0,964 resource support 0,011 0,080 0,011 0,133 0,895 evaluation 0,138 0,083 0,143 1,673 0,097 a. dependent variable: collaboration based on the t-test result that can be seen in table 6, only h13 dan h15 can be accepted, because significant values of the test are lower than 0,05. this also means that there is statistical evidence that the independent variables, including technological and ethical, are significant predictors of the dependent variable which is student collaboration. this result is consistent with previous studies done by awedh et al. (2014); alammary (2012); and davidson (2012), which have stated that technology promotes and encourages student collaboration. mobile technology offers features of portability, social connectivity, individuality, and context sensitivity. it has made the learning is moveable, real-time, collaborative, and seamless, which in turn increases students’ collaboration in the learning process (sung, yang, & lee, 2017). other effects that can be obtained is an increase in the student learning process and also improved communication and interpersonal skills of the students. raitman et al. (2005) have suggested that students will feel more confident in interacting and collaborating when there is the protection of the privacy and build student’s trust in the e-learning environment. alternatively, h11, h12, h14, h16, h17, and h18 cannot be accepted, because significant values of the test are higher than 0,05. this also means that researchers do not have statistical evidence to conclude that the independent variables; institutional, management, pedagogical, interface design, resources support, and evaluation are significant predictors of the dependent variable of student collaboration. the result of the study that is done by muilenburg and berge (2005) support this result. 16 journal the winners, vol. 19 no. 1, march 2018: 9-19 it shows that administrative issue, sub-dimension of the institutional element, is one of the barriers for students to learn online. although institutional element is an integral part of e-learning, the results of research conducted to find that the collaboration of the students will not increase in line with the increase in the administration of learning activities. the research result of brindley, walti, and blaschke (2009) also supports the finding of this result that suggests there is no significant relation between evaluations with the participation in the collaboration. in contrast, some previous research are suggesting different result with the findings of that research. razali et al. (2015)’s research shows that the learning environment is one of the three main factors that affect collaboration. this can be caused by the learning environment in this research only focuses on the online learning environment and not learning environment as a whole. the result of this research is also not consistent with the result of research conducted by so and brush (2008) which suggest that the content of the course, sub-dimension of the pedagogical element, has an influence on student collaboration. since different universities can use various types of contents, this difference can occur due to the different nature of content that is applied to the research. in the research that is done by kock (2009), the students emphasize the importance of interface design in collaboration. but the perception of the aesthetic can be different between students so that this perception can be the cause of the different result. the findings in this study are also not consistent with research conducted by pan, ferrer-vinent, and bruehl (2014) which state that there is a positive relationship between the resources viewed by students on student learning, one of which includes collaborations. it can be caused by resource support in this research is intended to focus more on the availability of facilities to access reference and books information and the availability of support services related to e-learning. conclusions e-learning is a learning method that grows rapidly and is used in higher education globally, including in indonesia. previous research shows that e-learning is positively affecting student motivation and collaboration. this research has also confirmed that e-learning has the positive effect on student motivation and student collaboration. further analysis is conducted to study which element of e-learning has the positive effect on student motivation and collaboration. in this research, researchers can conclude that element technological, pedagogical, ethical, and interface design are significant predictors of student motivation. adaptive learning technology and adaptive pedagogy approach is one initiative among many that can be utilized to enhance student motivation. from the result of this research, researchers also can conclude that technology and ethic are significant predictors of student collaboration. it is suggested to adopt mobile technology in learning because it enables learning to be moveable, real-time, collaborative, and seamless. this means to increase students’ motivation and students’ collaboration; an institution can facilitate several factors which are technology for students to do the collaboration, suitable pedagogical approach for e-learning environment, policies related with ethical issues, and also user-friendly interface design. further research may consider design appropriate adaptive learning technology, adaptive pedagogy approach, and mobile technology for higher education. references abootorabi, r. 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(2011). online collaborative learning : cultural differences in student satisfaction and performance. journal for educational research online, 3(1), 12–28. https://doi.org/10.1016/j.compedu.2007.05.009 https://doi.org/article https://doi.org/10.1037/0022-3514.87.2.246 https://doi.org/10.1007/s11423-006-9016-3 microsoft word 08_atma jaya_freska-fara atma jaya untuk binus-2-a2t.docx 152  journal the winners, vol. 16 no. 2, september 2015: 152-165  regional financial performance and human development index based on study in 20 counties/citiesof level i region freska gousario; christiana fara dharmastuti magister manajemen, universitas katolik indonesia atma jaya jl. jenderal sudirman 51, jakarta 12930 msgousario@gmail.com; christiana.fara@atmajaya.ac.id abstract this research aimed to know the financial performance of local government through regional financial ratio analysis, i.e. regional financial independence ratios, regional financial effectiveness ratios, regional financial efficiency ratios and regional expenditure harmony ratios,as well as analyzing the impact of regional financial performance against the human development index (hdi).this research was conducted in 20 counties/cities in level i region. analysis techniques used was multiple linear regression analysis with spss statistics 21. the results shows that: (1) ratio of regional financial independence contributes positive and significant effect to hdi, (2) ratio of the regional financial effectiveness contributes no significant effect to hdi, (3) ratio of regional financial efficiency contributes no significant effect to hdi, and (4) ratio of regional financial harmony expenditure contributes no positive effect to hdi. keywords: financial independence, effectiveness, efficiency, harmony expenditure, hdi abstrak penelitian ini bertujuan untuk mengetahui kinerja keuangan pemerintah daerah melalui analisis rasio keuangan daerah, seperti rasio keuangan independen daerah, rasio efektivitas keuangan daerah, rasio efisiensi keuangan daerah dan rasio keseimbangan pengeluaran daerah, serta menganalisis dampak dari kinerja keuangan daerah terhadap indeks pembangunan manusia (ipm). penelitian ini dilakukan di 20 kabupaten / kota di wilayah tingkat i. teknik analisis yang digunakan adalah analisis regresi linier berganda dengan spss statistik 21. hasil penelitian menunjukkan bahwa: (1) rasio kemandirian efek keuangan daerah positif dan signifikan terhadap ipm, (2) rasio efektivitas keuangan tidak berpengaruh signifikan daerah terhadap ipm, (3) rasio efisiensi keuangan daerah tidak berpengaruh signifikan terhadap ipm, dan (4) rasio belanja harmoni keuangan tidak berpengaruh positif terhadap daerah ipm. kata kunci: kemandirian finansial, efektivitas, efisiensi, keseimbangan belanja, ipm     regional financial performance …… (freska gousario; christiana fara dharmastuti) 153  introduction the implementation of regional autonomy in indonesia opens up opportunities for the region in the form of broad, distinctive, and reliable regional autonomy. it is supported by the enactment of law no. 32 of 2004 on regional government and law no. 33 of 2004 on the financial balance between the central government and local government. it means that the region is able to develop and build in accordance with the needs and priorities of each region without any interference from the central government (yayasan indonesia forum, 2000). regional autonomy is not just the desire to delegate the authority of the central government to local government, but what is more important is the desire to improve the efficiency and effectiveness of financial resources management in order to improve the welfare and service to the community.as stipulated in government regulation no. 58 of article 4 year 2005 on regional financial management, the local finance is managed in an orderly, obedient to laws and regulations, efficient, economical, effective, transparent, and accountable with regard to the principle of fairness, decency,and benefits for society. financial management implemented in an integrated system that is embodied in the budget which is annually set by local regulations. on that basis, it would be necessary to measure the performance of the region. one of the region's financial performance measure is the analysis of financial ratios derived from the budget that has been established and implemented. there are number of local financial ratios derived from the budget that can be developed to measure the accountability of local government, including independence ratio (fiscal autonomy), effectiveness and efficiency ratio, as well as harmony expenditure ratio (halim, 2007). the central statistics agency (badan pusat statistik-bps) and the united nation development program (undp) explain the concept of the human development index (hdi) as a process of enlarging the option of people. human development index (hdi) is performed to measure the achievement of human development based on a number of basic components of quality of life. as a measure of quality of life, hdi is built through a basic three-dimensional approach. the dimensions include a long and healthy life, knowledge, and a decent life. these three dimensions mutually influence one to another and they are also influenced by other factors such as economic growth, the availability of employment opportunities, infrastructure, and government policy. in line with the spirit of regional autonomy with the enactment of law no. 32 of 2004 on regional government and in the framework of public accountability, local governments are expected to perform the optimization of financial management in an efficient and effective way to improve the welfare of local communities. level i region (x) is a region in eastern indonesia which is divided into 20 districts and 1 city (bps, 2012). level i region is a relatively small area of 47.349,9 km² with a population of nearly 5 million people (yayasan indonesia forum, 2000). in the last three years, local government finance report (laporan keuangan pemerintah daerah-lkpd) in this region has never accomplished unqualified opinion (wajar tanpa pengecualian-wtp), even some local governments are not given the opinion (disclaimer) of finance auditor body (badan pemeriksa keuangan-bpk) (www.bpkp.go.id). in order to manage regional finances more transparent, fair, democratic, effective, efficient, and accountable, it is necessary to analyze and evaluate the financial performance of local government of level i regions in indonesia. previous research related to the welfare of society through analysis of sub expenditure on strategic sectors contained in the final report 2009 public expenditure analysis (pea) (cooperation between ausaid funded antara team with the local government of level i). the report says, "the majority of expenditure in the budget allocated to the various sectors of access to services in each 154  journal the winners, vol. 16 no. 2, september 2015: 152-165  sector but unfortunately it can not be followed by improvement of the indicator to increase social welfare" (afp, 2009). the results of different studies, indicated by hidayat (2013), which examines the effect of the financial performance of the capital expenditures allocation. capital expenditure aims to improve the welfare of society that is affected significantly by the financial performance area. in other words, the regionalfinancial well performance will have an impact on improving people's welfare. while kendall (2009) states that,“the growth of the community with the level of finance have a non-linear relationship. the lack of growth is constrained due to the lack of development in the financial sector, especially regional banks”. with reference to the importance of decentralization and the phenomenon of the importance of measuring the regional financial performance to the level of public welfare, the study aims to analyze how the financial performance of level i region (x) in 2009 until 2012 is measured by financial ratios, such as independence ratios, effectiveness ratio, efficiency ratio, and harmony expenditure ratio. the study also aims to analyze whether regional financial performancemeasured from theindependence ratio, effectiveness ratio, efficiency ratio, and harmony expenditure ratio contributes positive influence on the human development index (hdi) of the community in the district and city in level i region. implementation of regional autonomy stipulated in law no. 33 of 2004 on the financial balance between the central government and local government. regional autonomy in the context of power management means that the central government gives most powers to the regions. whereas in the financial context, regional autonomy means devolution of financial management authority of the central government to local government. it is considered important that the area has independence in government expenditure and development activities in the region without depending on central government (chalid, 2005). local financial statements prepared under government accounting standards (sap) as a form of accountability of the local government in the implementation of the budget for all resources entrusted to government agencies. it is regulated in law no. 17 year 2003 on state finances and regulation no. 13 year 2006 on guidelines for financial management. local government financial report is important since the application of reward and punishment system to the local government by the ministry of finance. local government financial statementswhen viewed from the side of the local people is a picture of the financial management of the region in implementing development, so as to improve the welfare of the community. in the process, the law no. 17 of 2003 article 31, states that the financial statements to be presented by the regional head at least includes: (1) realization of regional budgets report, (2)balance sheet, (3) cash flows report, and (4) notes to financial report, which is attached by regional company's financial statements. the financial performance is to determine criteria by using the financial indicators. analysis of the financial performance of a region, which is done by assessing previous performance, is carried out in order to be able to obtain information about the financial position of an entity that represents the reality and potential of ongoing performance (batafor, 2011). measurement of the financial performance of the local government is done to meet three objectives (mardiasmo, 2002) and those are to improve government performance, help allocate resources, and decision-making and realize the public accountability of local governments in generating a better public service. regional financial analisis ratio one of the tools to analyze the performance of local governments in managing local financeis to conduct financial ratio analysis of the budget that has been defined and implemented. the parties     regional financial performance …… (freska gousario; christiana fara dharmastuti) 155  concerned with financial ratios of local government (halim, 2007) is: (1) parliament as a representative of the owner of the area (community), (2) the executive as a basis in preparing the next budget, (3) the central government/province as an input in fostering the implementation of financial management, and (4) society and creditors, as the party that owns local government shares, are willing to provide loans or buy bonds. independence ratio the ratio of regional financial independence (fiscal autonomy) shows the ability of local governments in financing their own activities of governance, development and service to the public who have paid taxes and levies as a source of income needed by the regions. the percentage of selfreliance ratio indicates the ratio between the amount of local revenue with the help of the central government and loans (hidayat, 2013). hersey and blanchard in halim (2001) argues about the relationship between central and regional governments in the implementation of regional autonomy, particularly the implementation of the law on financial balance between central and regional governments, as follows: (1) the pattern of instructive relations, the role of the central government is more dominant than the independence of local government, independence ratio (0-25%), (2) the pattern of consultative relations, interference of the central government has begun to diminish and it is more on providing consultation, independence ratio (> 25% -50%), (3) the pattern of participatory relationships, the role of the central government is diminishing since the degree of independence of the autonomous region is approaching able to carry out the affairs of the autonomy (> 50% -75%), (4) the pattern of discretionary relationship, i.e without any interference of central governmnt since local government has been able to carry out the affairs of regional autonomy (> 75% -100%). regional effectiveness ratio effectiveness ratio shows the ability of local government in the realization of the planned local revenues compared with the targets that have been set based on the real potential of the region (hidayat, 2013). effectiveness values have been obtained from the comparison as mentioned above, will be measured by the criteria for assessing the effectiveness of the financial management of the area that can be seen in table 1. table 1 regional finance effectiveness assessment criteria autonomous regional financial effectiveness effectiveness ratio (%) very effective >100 effective >90 – 100 adequately effective >80 – 90 less effective >60 – 80 not effective ≤60 (source: ministry of internal affairs, decision of ministry of internal affairs number 690.900.327 year 1996 in bisma dan hery (2010)) regional financial efficiency ratio efficiency ratio is the ratio used to measure the part of the tax revenue used to cover the cost of tax collection (bhinadi, 2002). this ratio describes output and input, so it can be said that the smaller this ratio is, the more efficient the region and vice versa (handayani, 2011). by knowing the results of the comparison between the costs incurred to levy local taxes with the actual revenue 156  journal the winners, vol. 16 no. 2, september 2015: 152-165  received, and on the basis of efficiency measures, the assessment of financial performance determined in table 2. table 2 region finance efficiency autonomous regional financial eficiency eficiency ratio (%) very efficient ≤60 efficient >60 – 80 adequately efficient >80 – 90 less efficient >90 – 100 not efficient ≥100 (source: ministry of internal affairs, decision of ministry of internal affairs number 690.900.327 year 1996 in bisma dan hery (2010)) harmony expenditure ratio this study used the proportion of public expenditure because it is directly intended to improve the welfare of society. this harmony ratio is measured by comparing the actualization of total public expenditure to total budget (halim, 2007). by knowing the results of the comparison between the public expenditure actualization in region total budget by using the size of harmony expenditure, then the assessment of financial performance is determined as in table 3. tabel 3 regional harmony expenditure regional harmony expenditure harmony expenditure ratio (%) not compatible 0 – 20 adequately not compatible >20 – 40 adequately compatible >40 – 60 compatible >60 – 80 very compatible >80 – 100 (source: mahsun in batafor (2011)) people welfare as cited in section iv agenda for improving social welfare according to bappenas & undp (2010), welfare is a tranquil and prosperous state which is defined as a state of sufficiency or not deficiency. it is not only has the physical dimensions or the material but also spiritual dimension. the creation of people welfare is one of the main objectives republic of indonesia. in the development of the level of welfare measurement, physically, it can be done with the approach of the human development index (hdi) and physical quality life index (quality of life), which consists of the basic needs and gnp per capita. this study will use a benchmark of hdi, which is one approach to measure the level of human welfare according to the united nations development programme (undp). it focuses on measures of life expectancy, educational attainment, and income (bappennas & undp, 2010). the central statistics agency (bps)explains the concept of the hdi as an option for population expansion process (a process of enlarging the option of people). hdi is performed to measure the achievement of human development based on a number of basic components of quality of life. as a measure of quality of life, hdi is built through a basic three-dimensional approach. the     regional financial performance …… (freska gousario; christiana fara dharmastuti) 157  dimensions include a long and healthy life, knowledge, and a decent life. the three dimensions have a very broad sense since it is associated with many factors. for example, to measure the dimensions of health, life expectancy at birth will be used. furthermore, the combined indicator of literacy rates and average length of school are used to measure the dimensions of knowledge. as for measuring the dimensions of decent life, indicators of the people ability in purchasing to the amount of basic needs is used and seen from the average amount of expenditure per capita. the amount of expenditure per capita is the income approach representing development gains for a decent life (bps, 2012). hdi gives a comprehensive overview of the level of human development achievement as a result of development activities carried out by a state or region. the higher the value of the hdi of a region, it shows an increase of better welfare. based on the value of the hdi, undp divide, the status of human development into three criteria: low to hdi of less than 50, moderate for hdi value between 50-80, and high for hdi value of 80 upwards. as for the comparison between the district/municipal, the level intermediate status is itemized into a lower-middle when the value of the hdi value is between 50-66 and middle-upper when hdi value is between 66-80 (undp in ipm kota samarinda, 2008). hdi is part of the intended use of the budget in the implementation of development for public welfare. growth in hdi annually can be calculated by using a compound annual growth rate (cagr). value cagr is calculated by taking the nth root of hdi growth rate, where n is the number of years of the period was calculated (ivalandari, 2010). hypotheses with reference to the theoretical rationale, objectives and the research based on empirical studies to be undertaken with regard to this study, it will put forward a hypothesis as follows: h1. the more increasing regional financial independence ratio, the more positive contribution to hdi; h2. the more increasing regional financial efectiveness ratio, the more positive contribution to hdi; h3. the more increasing regional financial ratio, the more positive contribution to hdi; and h4. the more increasing regional harmony expenditure ratio, the more positive contribution to hdi. method in this study, secondary data is used limited to budget documents that have been established and implemented in time series from fiscal year 2009 to 2012. secondary data used include budget data and the actual amount of the budget obtained from the directorate general of fiscal balance (direktorat jendral perimbangan keuangan-djpk) and the human development index (indeks pengembangan manusia-ipm) obtained from the central statistics agency (biro pusat statistikbps).the scope of the research includes 19 districts and 1 town which is administratively located in the level i region. the obtained data will be used to analyze the financial performance of local government and its influence on hdi. hdi is indirectly illustrates the effect of using the budget to the level of welfare in the 20 districts/municipalities in the level i region. as for the other non-financial factors, which affect on the budget documents of each district/city, is considered constant. operational definition variables used in this study consisted of financial performance area as independent variables and hdi as the dependent variable. the financial performance of the region as an independent 158  journal the winners, vol. 16 no. 2, september 2015: 152-165  variable, covers several areas of financial ratios, such as: (1) regional financial independence ratiois the ratio between the amount of locally-generated revenue (pendapatan asli daerah-pad) and central government aid and loans. the higher this ratio is, the lower the regional dependency on the assistance of the central and the provincial government. it means that participation in paying taxes and levies as the components of pad is increasing (hidayat, 2013). (1) (2) the regional financial effectiveness ratio shows the ability of local government in the realization of the planned local revenues compared with the targets that have been set based on the real potential of the region. the higher this ratio is, the more effective the regional ability. (hidayat, 2013). (2) (3) regional financial efficiency ratio is the ratio used to measure the part of the tax revenues used to cover the cost of tax collection (bhinadi, 2002). this ratio describes output and input, so it can be said that the smaller this ratio is, the more efficient the region and vice versa (handayani, 2011). (3) (4) regional harmony expenditure ratio is measured by comparing the actualization of total public expenditure to total budget (halim, 2007). the higher the percentage of the budget allocated for recurrent expenditure means the percentage of investment expenditure (development expenditure) that is used to provide community facilities and infrastructure tend to be smaller (halim, 2007) (4) hdi is as an option for population expansion process (a process of enlarging the option of people). hdi is performed to measure the achievement of human development based on a number of basic components of quality of life. as a measure of quality of life, hdi is built through a basic threedimensional approach. the dimensions include a long and healthy life, knowledge and a decent life(bps, 2012). meanwhile, it should also be known that the growth of hdi over the years as part of the intended use of the budget in the implementation of development for public welfare. growth in hdi annually can be calculated by using a compound annual growth rate (cagr). value cagr is calculated by taking the n root of hdi growth rate, where n is the number of years of the period was calculated (ivalandari, 2010). cagr can be formulated as: ^ 1 (5) this study aims to determine the effect of variables were analyzed using multiple linear regression analysis technique which is an analytical tool to look at the effect of a number of independent variables on the dependent variable (stanislaus, 2009). the data were processed with spss statistics 21. hypothesis testing is done using panel data regression of independent variables on the dependent variable. following is the regression equation: ipm= α + β₁kd + β₂efekd + β3efikd + β4kb + � (6) ipm = human development index kd = regional financial independence efekd = regional financial effectiveness     regional financial performance …… (freska gousario; christiana fara dharmastuti) 159  efikd = regional financial efficiency kb = regional harmony expenditure β = the regression coefficients for each independent variable (x). results and discussion normality test results based on the normality test results by using the normal probability plot, it can be seen that the data (point) spread regularly around the diagonal line. this indicates that the data used is normally distributed, as seen in figure 1. figure 1normal graphic p-p plot of regression standardized residual multicolinearity test results based on the test results multicolinierity, it is known that regional financial independence ratio, regional financial effectiveness ratio, regional efficiency ratio, andregional financial harmonyexpenditure ratio show the value of tolerance> 0:10 and vif <10.it can be concluded that the independent variables used in the regression of this study is free of multicolinierity or in other words are trustworthy and objective, as shows in table 4. table 4 multicolinearity test results variable tolerance vif decision kd 0,598 1,673 free multicolinearity efekd 0,859 1,164 free multicolinearity efikd 0,738 1,355 free multicolinearity kb 0,673 1,487 free multicolinearity source: processed data (spss statistics 21). heteroscedasticity test result based onheteroscedasticity test result through the visibility of certain pattern on scatter plot graphic betweenresidual *zresid to the prediction value of dependent variables *zpred, it is 160  journal the winners, vol. 16 no. 2, september 2015: 152-165  known that heteroscedasticity fails due to invisibility of certain pattern where the dots are spreading above and below number 0 on y axes. thus it can be assumed that the residuals have constant variance (homoscedasticity), as seen in figure 2. scatterplot dependent variable: ipm regression standardized predicted value 3210-1-2-3 r eg re ss io n s ta nd ar di ze d r es id ua l 3 2 1 0 -1 -2 -3 figure 2 heteroscedasticity test autocorrelation test results based on the autocorrelation test results below, the value of the durbin-watson statistic test for 1841, this means the residual or error (�) of the multiple regression model hdi = α + β₁kd + β₂efekd + β3efikd + β4kb + �, there is no autocorrelation or independent, as shown in table 5. table 5 summarymodel model r r square adjusted r square std. error of the estimate durbin-watson 1 .538(a) .290 .252 2.98931 1.806 a predictors: (constant), kb, efikd, efekd, kd b dependent variable: ipm financial performance variable analysis table 6 represents the average ratio of financial performance per region in 2009-2012: tabel 6 the average financial performance per region in 2009-2012 district/city averageyear 2009-2012 no. name kd efekkd efikd kb 1 sb 4.41% 105.14% 17.82% 27.27% 2 st 6.97% 108.83% 11.70% 29.54% 3 k 5.59% 103.96% 10.47% 21.32% 4 tts 5.08% 104.48% 21.90% 15.72% 5 ttu 5.70% 105.93% 26.92% 26.74% 6 b 4.56% 105.25% 17.16% 25.28% 7 a 6.75% 106.50% 8.72% 28.48% 8 l 3.70% 105.41% 16.93% 39.52% tabel 6 the average financial performance per region in 2009-2012 (continued)     regional financial performance …… (freska gousario; christiana fara dharmastuti) 161  district/city averageyear 2009-2012 no. name kd efekkd efikd kb 9 ft 7.23% 104.58% 6.66% 29.27% 10 s 3.94% 107.21% 23.16% 25.97% 11 e 5.69% 109.44% 12.94% 41.01% 12 ng 6.00% 104.05% 18.94% 23.63% 13 mg 6.94% 106.77% 13.74% 16.29% 14 rn 3.51% 111.87% 12.76% 45.47% 15 mb 6.61% 109.49% 7.05% 47.73% 16 sbd 3.91% 110.07% 10.38% 64.33% 17 st 6.02% 109.58% 14.97% 35.23% 18 n 4.56% 106.81% 16.18% 19.54% 19 mt 7.08% 102.22% 15.84% 18.03% 20 kk 10.13% 110.42% 3.26% 15.88% rate of level i region 5.72% 106.90% 17.82% 29,81% variable human development index variable human development index (hdi) is the result of the construction of the three main dimensions, namely health, education, and decent living standards community. table 7 presents a table of data processed hdi 19 districts and 1 town in 2009 until 2012. table 7 human development index (hdi) of district/city, 2009-2012*) district/city 2009 2010 2011 2012*) rate cagr 1. sb 62.9 63.85 64.31 64.88 63.99 1.04% 2. st 61.41 61.8 62.5 63.33 62.26 1.03% 3. k 65.58 66.00 66.77 67.21 66.39 0.82% 4. tts 65.28 65.93 66.29 66.61 66.03 0.67% 5. ttu 66.95 67.49 67.93 68.57 67.74 0.80% 6. b 63.91 64.34 64.75 65.52 64.63 0.83% 7. a 68.16 68.48 68.92 69.35 68.73 0.58% 8. l 67.15 67.66 68.07 68.69 67.89 0.76% 9. ft 67.77 68.18 68.71 69.19 68.46 0.69% 10. s 67.29 67.87 68.22 68.74 68.03 0.71% 11. e 66.59 67.11 67.58 68.08 67.34 0.74% 12. ng 69.01 69.45 70.13 70.63 69.81 0.78% 13. mg 66.83 67.16 67.81 68.30 67.53 0.73% 14. rn 65.8 66.18 66.61 67.10 66.42 0.65% 15. mb 64.91 65.33 66.09 66.84 65.79 0.98% 16. sbd 60.54 60.99 61.42 62.48 61.36 1.06% 17. st 59.84 60.8 61.22 61.70 60.89 1.03% 18. n 65.97 66.31 66.59 67.23 66.53 0.63% 19. mt 65.02 65.92 66.55 67.06 66.14 1.04% 20. kk 76.94 77.31 77.71 78.37 77.58 0.62% level i region 65.89 66.41 66.91 67.49 66.68 note: *) temporary number– source: ipm dt1 2012, bps. based on table 7 in 2009 and 2012, the average hdi of 66.68indicates that the level i regions (excluding new autonomous region u) belong to the upper-middle category.improvement of social welfare can be seen from the hdi, which if it is calculated with compound annual growth rate 162  journal the winners, vol. 16 no. 2, september 2015: 152-165  (cagr), it can be concluded that the growth rate of this variable only ranged between 0% and 1%. this indicates that trimming the shortfallfrom the use of the local budget that is expected to reach its maximum value, is still very small. on theaverage hdi, 20 districts/cities are in the medium category, and it requires attention from local governments in improving the welfare of society. regression analysis, f statistic test, t statistic test based on the results of f statistic tests that can be seen in table 8, the output regression shows a significance value of 0.000 or below the 0.05 significance level. it can be concluded that during the period used, variable kd, efekd, efikd and kb can deliver variable influence on the hdi.adjusted r² magnitude is equal to 0.252. this means that 25.2% ipm variation can be explained by four independent variables, namely regional independence, regional financial effectiveness,regional financialefficiency, and harmony expenditure. while the rest is explained by other causes beyond the model. table 8 hypothesis test results summary model ipm= α + β₁kd + β₂efekd + β3efikd + β4kb + � resultsof regression equation ipm= 63.730 + 0.603kd + 0.017efekd 0.040efikd 0,058kb + 2.98931 f test 7.641 f sig 0.000 adj r² 0.252 variable β t sig decision (constant) 63.730 0.000 kd 0.603 2.607 0.011 h1 accepted efekd 0.017 0.276 0.783 h2 rejected efikd -0.040 -0.793 0.430 h3 rejected kb -0.058 -2.371 0.020 h4 rejected dependent variable: human development index � = 2.98931 source: processed data (spss statistics 21). analysis of the influence of regional financial independence level on hdi the results shown in table 9 indicates that the variables regional financial independence ratio provide a significant positive influence on changes in the hdi. this explains the conditions that the increase ofregional financial capacity will have an impact on improving hdi of 20 district/cities level i region, and vice versa. although based on the table 6 in 2009 to 2012, the highest level of theindependence ratio (kd) only 10:13%, with an average value of 5.72%, the ratio of local financial independence can be classified into the category of low financial capabilities with a pattern of instructive relationships.this condition proves that the funds from local revenue will be used positively to the development of society, despite the financial contribution of the region is still very small, it will also have an impact to a-not-to-big increase in the hdi.it is also evident from the data composition of the balancing funds that the greatest composition of total local revenue comes from equalization funds obtained from the central government.     regional financial performance …… (freska gousario; christiana fara dharmastuti) 163  table 9 calculation results composition fund balance description fiscal year 2009 2010 2011 2012 daerah tingkat i 77% 73% 64% 43% source: processed data analysis of the influence of regional financial effectiveness level on hdi the results shows that the ratio of local financial effectiveness are classified into the category of highly effective (106.90%), the level of realized income regions can exceed revenue targets that had been budgeted in the budget document. although it is very effective,it does not give significant effect on the hdi.this is presumably since the greatest composition of regional revenues budgeted and applied is derived from the total balancingfund, so in planning the use of local revenue based on the real regional potential does not have an impact on the hdi. analysis of the influence of regional financial efficiency level on hdi the results show that the regional financial efficiency ratio that are classified as highly efficient (17.82%), it has no significant effect on the hdi. this condition indicates although local authorities have a very efficient level of government tax revenues which can cover costsbut still a policy related to the efficiency and tax revenues do not give impact on regional hdi. analysis of the influence of regional harmony expenditure level on hdi the results show that the level of regional harmonyexpenditure of districts/citiesis classified as less compatible and not positive on the hdi. it can be seen that only 29.81% of the total budget is applied for the benefit of the public, while the budget applied for the benefit of the apparatus is equal to 70.19%.it is certainly not in accordance with the mandate of law number 32 of 2004 in the framework of public accountability, that local government can be expected to optimize the use of the budget is more appropriate. the test results indicate the negative effect on regional harmony expenditure level on ipm. it can be presumed the possibility of a public expenditure or expenditure that is expected to benefit directly to the community. however, in the process of implementation of the budget actually realized in the public interest only a small portion of the total budget for the public. regional harmony expenditure ratio of 20 districts/cities is classified as less compatible. it shows the opposite result with increased rates of hdithat is declining and the percentage cagr of hdi which only amounted to 0% to 1%. conclusion based on the results of data analysis and discussion that has been stated previously, the district/city government is expected to pay more attention, accommodate, and empower optimally utilize the resources owned by the pad area. revenue budget preparation process, such as the use of sources of retribution, the development potential of the mining, and agriculture sectors, will promote the realization of the optimal pad. pad can be increased thereby it will reduce the regional dependence on the central government and provincial aid. 164  journal the winners, vol. 16 no. 2, september 2015: 152-165  the principle of performance-based budgeting and the implementation of management functions need to be a serious concern for implementation. it aims to reduce the number of regional expenditures, which is very inefficient.budget preparation and realization, in the future expected to consider the financial ratios so that each postal area of serious concern can be increased again. the availability of adequate human resources in the area with a good standard of competence that would attract the interest and the interest of investors from outside the area. therefore, the local people who have been successful in overseas are expected to come home and re-build the region. further research is expected attracted to the financial performance and the welfare of local communities. it can also add a new variable as the dependent and independent variable in accordance with the development of posts in the preparation of the budget and the realization of the budget, so that the results will be more relevant to the times and knowledge increase, especially in the field of local finance in indonesia. references antara. (2009). australia-nusa tenggara assistance for regional autonomy dan pemerintah provinsi ntt 2009. analisa pengeluaran publik nusa tenggara timur. kupang. bappenas & undp indonesia. (2010). peningkatan kinerja pembangunan daerah: alat-alat praktis dari indonesia. jakarta: undp indonesia. batafor, g.g. (2011). evaluasi kinerja keuangan daerah dan tingkat kesejahteraan masyarakat kabupaten lembata – provinsi ntt.program pascasarjana. denpasar: universitas udayana. bhinadi, a. (2003). indikator keuangan daerah.makalah disajikan dalamseminar keuangan daerah kerjasama pusat studi ekonomi, keuangan, dan industri lembaga penelitian upn “veteran” yogyakarta dengan jurusan ekonomi pembangunan fakultas ekonomi upn “veteran”. yogyakarta. diakses dari http://www.arditobhinadi.com/download.php bisma, i.d.g., &susanto, h.(2010). evaluasi kinerja keuangan daerah pemerintah provinsi nusa tenggara barat tahun anggaran 2003-2007.(online). e-journal on-line vol. 4, no. 3, (http://unmasmataram.ac.id/wp/wp-content/uploads/12.-i-dewa-gde-bisma.pdf) chalid, p. (2005). keuangan daerah: investasi dan desentralisasi. jakarta: pt. percetakan penebar swadaya. halim, a. (2007). akuntansi sektor publik: akuntansi keuangan daerah. jakarta: salemba empat. halim, a. (2002). manajemen keuangan daerah. yogyakarta: upp akademi manajemen perusahaan ykpn. handayani, r.s. (2011). pengaruh rasio keuangan daerah terhadap belanja modal untuk pelayanan publik dalam perspektif teori keagenan (studi pada kabupaten dan kota di jawa timur). (online). e-journal on-line, (eprints.undip.ac.id/30929/i/jurnal.pdf.). hidayat, m.f. (2013). analisis pengaruh kinerja keuangan daerah terhadap alokasi belanja modal. (online).e-journal on-line, (http://jimfeb.ub.ac.id/index.php/jimfeb/article/download/580/523, diakses 18 juli 2013).     regional financial performance …… (freska gousario; christiana fara dharmastuti) 165  indeks pembangunan manusia tahun 2009-2012 kabupaten kupang dalam: www.bps.go.id/ntt. ivalandari. (2010). penentuan nilai wajar saham melalui model discounted cash flow dan relative valuation (studi kasus: saham pt. bumi resources, tbk. periode 2005 – 2009). program pascasarjana. jakarta: universitas indonesia. kendall, j. 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(2009). pedoman analisis data dengan spss. yogyakarta: graha ilmu. yayasan indonesia forum &the united states agency for international development/office of transitional initiatives. (2000). aspek finansial otonomi daerah: laporan kajian di delapan propinsi.  international entrepreneurship …… (dotty wimpertiwi) 77 international entrepreneurship as development of entrepreneurship education: a study case of asean economic community countries dotty wimpertiwi binus entrepreneurship center, management departement, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia pertiwidw.kuliahs3@gmail.com abstract the objectives of this research were (1) adding up the enrichment in the entrepreneurship education in binus to change the mindset of the students to be able to compete and create the new workspace in the aec, especially in three countries (indonesia, malaysia, and singapore) using pest analysis to understand more about how doing entrepreneurship global or international; (2) giving the contribution to enrich the knowledge of the basic concept of aec for entrepreneur students; (3) providing the insight on the challenge and the opportunity especially in international entrepreneur. the research methods were qualitative and descriptive analysis follow by literature study. results show that by learning entrepreneurship of asean will change the mindset of the students to be more competing when doing business. there are several opportunity and challenge in neighboring countries between the member of the aec, for the university that has the start-up or smes for being global or international. keywords: entrepreneurship, international entrepreneurship, asean economic society (aec) introduction entrepreneurship is one of the important characteristics when facing tight competitive knowledge economy in the globalization process, changing demographic structures, and fast-changing technology for firms and countries (schumpeter, 1934; halaç & bulut, 2012). subsequently, university students are the national resources for being entrepreneurs in the future, which every effort to increase entrepreneurial intentions are important to create entrepreneurship education (halaç & bulut, 2012). therefore bina nusantara university as a world-class university with the vision, “a world-class knowledge institution in continuous pursuit of innovation and enterprise”, translates the missions with high-quality objectives commitment and service to the community in the education field. while bina nusantara’s mission is providing a world-class teaching, learning, and research experience that fosters excellence in scholarship, innovation, and entrepreneurship. bina nusantara university which is focusing on the entrepreneurship development with one of its objective ‘two out of every three graduates becomes an entrepreneur’ has the responsibility to provide education to the students until the graduated and also monitor the graduates six months after graduation to be the entrepreneur. as the researcher is part of bina nusantara university’s effort to achieve the goal, the closest challenge is the asean economic society (aec). the aec, however, would be directed onto an integration of economic region that would reduce the cost of the trade, having better business facilities, and improving the competencies of the small medium enterprises (sme), which opportunity for smes and startups born global or international (braunerhjelm & halldin, 2019; rodríguez-serrano & martín-armario, 2017). mailto:pertiwidw.kuliahs3@gmail.com 78 journal the winners, vol. 19 no. 2, september 2018: 77-83 this is truly a new chapter of the asean economic. however, it is important to be realized that aec would push the wider competition in all aspects; it pushes the government and the business society to develop the better competencies (oviatt & mcdougall, 2005). the occuring problem is how far the citizens, especially university students understand the concept of aec and the challenges that come with it, and how they would react. the government indeed has the more crucial role in educating the citizens about the aec. for that reason, the person who is curious about doing entrepreneurship and international entrepreneurship, should know about political, economy, social and technology (pest) analysis (gupta, 2013). the pest analysis is a useful tool for understanding market as strategic management, especially when doing international entrepreneurship (gupta, 2013; loué, 2018; lu & beamish, 2001), since a research about international entrepreneurship is important (jones, coviello, & tang, 2011) student of entrepreneurship must have more knowledge about it. based on these facts, there are some conditions that could be identified: (1) how the entrepreneurship education of bina nusantara university could change the mindset of the students to create the workspaces (by being entrepreneurs) and participate in the competition of the aec? (2) the students have the ability to create excellent products or services, but the created products or services are not the kinds of solutions for the existing problems of the society, so the created products or services could not be accepted by the market. (3) lack of information and fluency of the citizens, including the students about the aec that ended up with the lack of interest to compete in the aec. the objectives of this research are: (1) adding up the enrichment in the entrepreneurship education in bina nusantara to change the mindset of the students to be able to compete and create the new workspace in the aec, especially in three countries (indonesia, malaysia, and singapore) using pest analysis to understand more about how doing entrepreneurship global or international (gupta, 2013), (2) giving the contribution to enrich the knowledge of the basic concept of aec for entrepreneur students, (3) providing the insight on the challenge and the opportunity especially in the international entrepreneur. methods this research uses the in-depth interview with expert respondents who are business practitioners who have knowledge about aec and or who already have a business globally. moreover, it also uses the literature review methods from books and articles. the informants are the alumni of bina nusantara university and the entrepreneurs (global scale) who know how aec works. the interview would be stopped soon if there are enough data and the purpose of research gained. the data analysis technique for this research is the qualitative data analysis that based on miles and huberman (2014). which according to miles and huberman (1984), the activities in the qualitative data analysis should be done interactively and simultaneous on each step of the research. results and discussions the universities as the integral part of the social and economic aspects of human kinds have already the consciousness about the importance of entrepreneurship. entrepreneurship has been the part of the curriculum for years (halac & bulut, 2012). raposo and do paço (2011) have stated that in the future, the entrepreneurship education and training should be focused on how to change the individual attitude, not only in education. the changes in individual attitudes would have more significant impacts on the new business creation aspects and the problem-solving attitude in the business. based on morris, cornwal, and kuratko (2013), there are 13 competencies that entrepreneurs should have. those 13 are opportunity recognition, opportunity assessment, risk international entrepreneurship …… (dotty wimpertiwi) 79 management, conveying a compelling vision, perseverance, creative problem-solving, resource leveraging, guerilla skills, value creation, maintain focus, resilience, self-efficacy, and building and using the network. in this research, an entrepreneur should have pest analysis skill (gupta, 2013) to understand about external environment and to sustain it (singh et al., 2018). according to asean (2013), aec would be the main objective of international economic regional asean that would be applied. the character of mea (masyarakat ekonomi asean/asean economic community) are: (1) based the single and productive market, (2) a very competitive region, (3) the economic and economical place are fairly developed, and (4) the integrated region to the global economy. according to dosch (2017), aec is formed based on four pillars. the pillars are (1) single market and production base, (2) competitive economic region, (3) equitable economic development, and (4) integration into the global economy. as mea has been started, each country of the asean should put the border aside. aec would combine the market to be the single market. positive impacts from aec are the production activities would be highly increased in term of quantity and quality, stimulate the economic aspect of the country, citizens revenue leveling, national economic stability, more foreign exchange for the country, national needs would be fulfilled, and develop the workplaces. nevertheless, aec has the negative impact too. some local production sale would be disturbed, the foreigner could exploit the natural sources in the aec countries, and extremely tight competition. aec countries have policy to participate in mea that supports the foreign entrepreneurs in indonesia. the steps that have been taken by the government are improving the economic competitiveness by launching the accelerating and enlarging the indonesian economic development master plans, aku cinta indonesia program as the nation branding, strengthening the smes to be more creative, infrastructure improvement in all of transportation aspects; all access and even the information technology and electrical facilities, human resources improvement by building and rehabilitation more education facilities, reformation of the government such as corruption eradication, simplify the customs procedures, self-certification system, harmonizing the product standard, and smes globalization programs (the world bank, 2016a). aec countries have policy to participate in mea that supports the foreign entrepreneurs in singapura. the government has already created the atmosphere that could be beneficial for the foreign investor, as it is clearly shown in the doing business 2014. singapore gives the simpler ways for the start-up companies by giving the tax exemption. the first $100.000 would be tax-free for three years, and then after the $100.000, the progressive tax would be applied. government-aided equity financing schemes give the changes to the government and other parties to have a join business; cast grants so the entrepreneurs could communicate and get the access to get the capital; business incubator schemes help the new entrepreneur, not only financially but also providing guidance; debt financing schemes to get the loans to government in some certain set of episodes; tax incentive schemes; the investor (foreign) would not have to enter a joint venture company, or handing offer the management to the local investor (the world bank, 2016c). aec countries have the policy to participate in mea that supports the foreign entrepreneurs in malaysia. political and legally speaking, the policy that is made by the malaysian government to the foreign entrepreneur could be considered as unstable, because some of the policies that support the entrepreneurs are only useful to support some certain political benefits (the world bank, 2016b). indonesian political situation is considered as ‘not interesting’ because of political and social stability and the security guarantee of the law enforcement that are considered unstable. law uncertainly is because of the powerless acts, labor problems are usually ended up with the demonstration, local autonomy remains unclear, government policy tends to change. not only those factors when it is stated that the fact, but the corruption level in indonesia is also considered as low. in 80 journal the winners, vol. 19 no. 2, september 2018: 77-83 singapura, it is well known that the political issue is nearly zero. the situation is quite stable. however, singapore needs to use their policy whenever there is a fraud. malaysia has the similar problem with indonesia that the politic situation is more or less unstable. there would be some different regulation of each country that is being set to improve the development of internal entrepreneurs, yet still open to the foreign entrepreneurs. there would be several terms that should be fulfilled by the foreigner before they do business in indonesia. the terms are (1) posses the sufficient education level, (2) posses the competency certificate or relevant experiences at least 5 years, (3) posses the a statement letter that he/she should be able to transfer their skill to the local staff that should be proven by report of trainings, (4) have the npwn for the foreigners that have been stayed for more than 6 months, (5) and posses insurance policy in indonesia, a member of jaminan sosial national for foreigners for the foreigners that have stayed for more than 6 months. in singapura, however, there are no differences between the local entrepreneurs and the foreign entrepreneurs. the prime minister himself has said that singapore is truly opened for the foreigners that want to do business in singapore. singapore online allows the private limited (pte. ltd). the foreign company should have at least one local shareholder and director. local director is the person that holds permanent resident status and stays in singapore. if the company could not have that kind of partners, it could use the professional service such as heavy consultants as local passive directors. foreign entrepreneur in malaysia would not have to worry since there are no records of discrimination issues between locals and foreigners. however, the government has the policy to support and protect the foreigner from the unfair treatment. one of the informants has said that: “ singapore has centered its focus on growing large number of startups or young companies by opening many accelerators and working with banks to allow more funding into the entrepreneur ecosystem. malaysia has done the same and indonesia; however, the legal requirements of both countries remain as the main problem of opening new businesses, especially for foreign entrepreneurs. not very seldom this gets in the way of capturing the growing middle class of indonesian market, which is the largest in the region. singapore has kept its business rank very well, and jakarta is catching up on that very quickly, especially with its rising young entrepreneurs.” (informant, international social entrepreneur, 24 years old) the maturity is one of concern to develop entrepreneurship education by kuratko (2005). the entrepreneurs should win the ‘battle’ in the international area by knowing the economic condition in the country, for how readiness the students becomes an entrepreneur (condon, 2014). the economic condition in indonesia has most population among the asean countries. the income per capita does not seem to be balanced with the population. singapore is the center of the asean economic, though indonesia starts to catch up with the increasing significantly. indonesia under joko widodo has applied several structural reformations to develop the economy in the long term, though it seems to be a bit painful in the short time. indonesia is the market economy where the state-owned companies and high profile business players that play important roles. smes in indonesia contribute approximately 99% of the total active companies in indonesia. in term of supporting the real sector, during 2010, indonesia has made to reach the improvement of infrastructure capacities such as roads, railways, onland transportation, it, and electrical. singapore is the smallest country in south east asia, though, in economic terms, it is the top five income per capita country in the world. singapore is in the 18th place of the wealthiest countries in the world. last year, it was the top best economic at south east asia. economic players in singapore are the most competitive players in the world that are considered as the densest country in the world. it has the best infrastructure in asean; the road in singapore is considered excellently international entrepreneurship …… (dotty wimpertiwi) 81 managed and rarely traffic jam, changi airport is considered as one of the best airports in the world as it has reached 400 international awards. the population of malaysia is in the sixth of asean. malaysia is considered very good in the economic development. however, the political crisis has made the economic to be unstable. the composite of kuala lumpur reaches the highest level ever in january, suddenly drops after the election; after the incumbent fails to reach the majority of seats in the parliament. it offers the railway and road network that has been managed excellently, and the existence of international airports and ports, with the excellent communication network. the government also gives the special package for the iskandar special district. the informant has said that: “ singapore has long stood as the tiger in the region and continent. growing competition in the region, indonesia and malaysia come fast with their more flexible solutions for entrepreneurs to open their businesses in their countries.” (informant, international social entrepreneur, 24 years old) kuratko (2005) has proposed some of the current challenges that his believe confront with entrepreneurship education, one of them is the technology challenge to develop entrepreneurship education. comparison at technology between that three countries that indonesia to be a little behind than the other countries in technology. several indicators show it all such as the lack of technology and science contribution in the industrial sector, bad policy synchronization, and lack of scientists. meanwhile, singapore is the transit line in south east asia, though it is small country, but it is cons idered as the most sophisticated country in term of technology. however in malaysia though it is considered low, the technology specially at internet speed is improving. the telecommunication line in malaysia shows some excellent improvement. it is said by the informant. “technology-wise, no other country is more ideal to be the leader in terms of technology with its world-class skills, singapore alone has invested tremendously in technology and implemented a lot of what will be seen in other asean countries soon. incremental improvements are on their way to these countries.” (informant, international social entrepreneur, 24 years old) conclusions every country has the different environment to do entrepreneurship includes politic, economy, social, and technology (pest). indonesia, malaysia, and singapore; the three countries in south east asia, also have different policies in doing pest especially in economic terms and entrepreneurship. the knowing about that will enrich information and knowledge in entrepreneurship education for university students, inclusively bina nusantara university students. it will change the mindset to be more competing when doing business. there are several opportunity and challenge in neighboring countries between the member of the asean economic community, for the university who have the start-up or smes being global or international. there should be another research on the topic for other aec countries so the students and other readers would have complete information about the all of aec’s member countries before they decide to do business there. the students and other readers are suggested to be able to use the information about aec and keep on updated to the latest news considering the development of the information are extremely volatile and dynamic. 82 journal the winners, vol. 19 no. 2, september 2018: 77-83 references asean (the association of south east asian nations). 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(2017). born-global smes, performance, and dynamic absorptive capacity: evidence from spanish firms. journal of small business management. https://doi.org/10.1111/jsbm.12319. schumpeter, a. j. (1934). the theory of economic development, an inquiry into profits, capital, credit, interest, and the business cycle. cambridge, massachusetts: harvard university press. singh, m. k., kumar, h., gupta, m. p., & madaan, j. (2018). a glimpse of sustainable electronics manufacturing for india: a study using pest-swot analysis. singapore: springer. the world bank. (2016a). world bank group country at a glance: indonesia. retrieved from http://www.worldbank.org/en/country/indonesia. the world bank. (2016b). world bank group country at a glance: malaysia. retrieved from http://www.worldbank.org/en/country/malaysia. the world bank. (2016c). world bank group country at a glance: singapore. retrieved from http://www.worldbank.org/en/country/singapore. the business strategy analysis …… (regina inderadi et al.) 31 the business strategy analysis of a forwarding company in indonesia regina inderadi1; larasati adiannisa2; nugroho j. setiadi3 1,2,3 management department, binus business school-undergraduate program jl. hang lekir i no. 6, senayan, jakarta 10270, indonesia 1regina@binus.ac.id; 2larasati.adiannisa@binus.ac.id; 3nugroho.setiadi@binus.ac.id abstract the aims of this research were to identify key internal and external success factors within the forwarding industry and the organization, and to analyze competitive positioning of a forwarding business in indonesia in order to obtain its optimal business strategy. research method applied was qualitative approach using case study. respondents consist of 20 managers at jakarta. data collection was conducted in october 2017 at jakarta using questionnaire distribution. the first stage of data analysis mapped company's strengths and weaknesses into internal factor evaluation (ife) matrix, mapped market opportunities and threats into external factor evaluation (efe) matrix, and mapped competition into competitive profile matrix (cpm) with the application of expert choice software. the results of the external and internal audit were used to generate alternative strategies by applying a business competitive position matrix, grand matrix strategy, and bcg matrix. three alternative strategies were selected from matrices conducted prior to quantitative strategic planning matrix (qspm), namely adding the new sub-business unit to serve delivery service for small-sized goods (product development), conduct it innovation to open opportunities in entering e-commerce business (market development), and liquidation. the outcome is a product development strategy, which is indicating that the best strategic decision for the future sustainability in the business competition is to add new sub-business unit in small-sized goods delivery. keywords: business strategy, business competition, forwarding business, logistics introduction development of globalization has enabled a free movement and has eliminated trade barrier between countries which make the international transactions easier (buckley & ghauri, 2004; hartungi, 2006). with the increase of interactions between nations, lots of national and multi-national companies are having cooperation and collaboration with companies from other nations and other continents. in the transaction between countries, export and import services are substantial. export and import activities are necessary to ensure the continuity of products or goods delivery between countries and continents, namely africa, asia, europe, america, oceania, and australia. without export-import services, international trading will not be as advanced as nowadays. according to indonesia central bureau of statistics, indonesia’s economic pace keeps changing due to the evolvement of technology and information systems, which are much more accessible by citizens. indonesian government supports export-import activities established by private institutions to stimulate economic pace in indonesia. as stated in indonesia constitution 2014, government and local government have the duty of encouraging the development and protection of staple goods production and essential goods within the country to fulfill the national requirement. furthermore, it is also stated in article 95 that government is responsible for establishing national logistics development to assure staple goods and essential goods availability. mailto:regina@binus.ac.id mailto:larasati.adiannisa@binus.ac.id mailto:nugroho.setiadi@binus.ac.id 32 journal the winners, vol. 19 no. 1, march 2018: 31-43 logistic services are formally stated in the constitution as “freight forwarding”. the companies that are included in this category of industry are cruises (such as apl logistics, nyk logistics, damco logistics, and oocl logistics), land transportation or trucking (such as iron bird logistics and bcs logistics), warehousing (such as bgr logistics and kamajaya logistics), courier freight business (such as dhl logistics, jne logistics), and air services (such as garuda logistics and lion parcel). as an archipelago country, for interconnection between islands and cities, indonesia really needs freight forwarding business that can maintain companies’ businesses needs particularly for the reason that either business to business (b2b) companies or any other companies undergo large-scaled trading transaction. and for this type of businesses, freight forwarding service is crucial especially for goods with weight up to 100 kg. the types of trading goods are varied, including special handling goods either in the delivery or in permission, for example, airplanes’ spare parts, medicines, animals. one of the oldest and most trusted international companies in indonesia in trading transportation, export-import, and domestic delivery is the main focus of this research. in addition, some forwarding service companies which execute their business activities by applying different kinds of the delivery method such as trucks for landline, airplanes for airway, cruises for sea line, are also the main objects of this research. prima international cargo, ltd., for instance, owns a modern facility and network for over 1500 cities worldwide. the standard operating procedure of this corporation refers to iso 9001/2008 issued by sai global australia. all permissions either through the international air transport association (iata), international federation of freight forwarders associations (fiata), ppjk (customs expert), edi indonesia, or gudang berikat, are required to transport the shipment. due to unstable global market and market condition, such as threats from sea line, uneven infrastructure development for landline, high taxes for aero freight, it is indicated that these are huge threats for both small and large freight company (czinkota & ronkainen, 2005; sudrajat et al., 2017). many companies in this field are directly affected by the current market situation, which can be seen from the decreasing number of delivery service users in three recent years. moreover, the current low competitiveness of freight forwarding businesses in indonesia has encouraged to conduct research in purpose to explore the issues and to identify the best model to resolve it. conceptually, company’s level of competitiveness can be leveraged by reconstructing its competitive advantage, capability, and its resources (ireland, hoskisson, & hitt, 2015). previous researches prove that competitiveness can be improved through performance improvement (huda & wibowo, 2013; monteiro, alves, & sameiro-carvalho, 2013) and innovative-capability (tuominen & hyvonen, 2004). however, these studies only determine two connectivities, namely connection between innovative capability with performance, innovative capability with competitive advantage and relation between performance and competitive advantage. in addition, competitive advantage can be defined by strategic management theory with a dynamic-capability approach (volberda & elfring, 2011). a largest and oldest forwarding company in indonesia also experiences a dramatic decrease in the number of users that is dropped 50% from previous year’s number. this threat is affecting the company’s sustainability if the issue is not managed well. this condition is automatically categorized as a declined company in product life cycle graphic. at this stage, sales will decrease constantly aligned with the profit. therefore, to sustain and compete in forwarding industry, top management of the companies need to strategically think and implement the best strategy for the unstable condition in the market. a company must develop its effective strategy to tackle these issues. a company’s ability to compete within an industry in the long term depends on its ability to develop an innovative business model (gassmann, frankenberger & csik, 2014). innovation requires resources to be strategically allocated to develop and utilize productive resources (lazonick, 2015). the business strategy analysis …… (regina inderadi et al.) 33 according to burgelman, christensen, and wheelwright (2009), typically innovative strategies in business units are related to a new product or service or new delivery and production system, which can be categorized into the terms of market entry, technological leadership or followership, the scope of innovativeness, and rate of innovativeness. competitiveness is defined as the ability of a company in utilizing its resources or factor of production in innovative and productive way to increase output number, increase market share, supply product or service, respond the market, win the competition, and create customers value (liu et al., 2010; chikan & gelei, 2010; altomonte, aquilante, & ottaviano, 2012; zueva & shakhnazaryan, 2014). competitiveness is viewed as a static concept where a company can be competitive in particular time, however, in the dynamic business situation, flexibility, agility, and adaptability have become important resources. barney, wright, and ketchen (2001) have conducted several studies about the relations between competitive resources and performance, which sustaining in the highturbulence market is much relying on competitiveness ability. feurer and chaharbaghi (1994) have stated that competitiveness is illustrated as a multidimensional and relative concept. however, competitiveness and competitive advantage are different in definition. competitive advantage is a center of strategic management study and viewed as a crucial aspect of company’s performance. while competitiveness is indicating a company’s capability in designing, producing, and marketing their products better than its competitors, where the capability can be evaluated by price, quality, and the technology factor (depperu & cerrato, 2013). there are several techniques for building competitiveness. strengths, weaknesses, opportunities and threats analysis are most effective when it is part of a wider management audit (kourdi, 2009). according to ireland, hoskisson, and hitt (2009), an opportunity is a condition in the general environment that, if exploited, help a company achieve strategic competitiveness, while a threat is a condition in the general environment that may hinder a company’s efforts to achieve strategic competitiveness. additionally, the competitive profile matrix (cpm) identifies a firm’s major competitors and its particular strengths and weaknesses in relation to a sample firm’s strategic position (david, 2011). on the other hand, understanding how to leverage the firm’s unique bundle of resources and capabilities is a key outcome decision makers seek when analyzing the internal organization (ireland, hoskisson, & hitt, 2009). they also suggest that resources, capabilities, and core competencies are the foundation of competitive advantage. resources consist of financial, technological, and human resources, while capabilities consist of distribution, marketing, management information systems, and so forth, and core competencies consist of innovation and service and so forth. nevertheless, the questions are what the organization’s strengths and weaknesses are and how could the organization improve them. additionally, another question is to what extent does the company utilize its opportunities and avoid its threats, and how can the company develop or offer new or existing services. it is also crucial to find out what are the factors that represent the company’s competitive position that enables the company to select the most optimal strategic decision. to answer those questions, several stages should be applied. the matching stage of strategy formulation covered in this research consists of business competitive position matrix, grand strategy matrix, and bcg matrix. these tools rely upon information derived from the input stage to match external opportunities and threats with internal strengths and weaknesses (david, 2011). in the end, there is only one analytical tool in the literature established to define the relative attractiveness of feasible alternative strategies, which is called as quantitative strategic planning matrix (qspm). constructing a qspm involves a series of six steps (david, david, & david, 2016). the first step is to list key external and internal factors from the input stage, then continued with providing weight for each of the factors. the next step is to list potential actions, which these actions will be selected only one. attractiveness score is given to the factor, which is impacting the strategy. 34 journal the winners, vol. 19 no. 1, march 2018: 31-43 the total attractiveness score (tas) indicates which strategy should be chosen. however, despite the limitations of qspm analysis, it enables marketers and businesspersons to assign numerical values to reveal judgment as to the relative importance of factors and the relative attractiveness of strategies (david, david, & david, 2016). importantly, through the stages have described, it is expected that every freight and forwarding businessperson can take advantage of the results of this research as a foundation to formulate their business strategy. methods to sustain in the unstable and dynamic business environment in indonesia, a forwarding company must pay attention to environmental conditions by utilizing its internal strengths and improving its weaknesses. however, the question is to what extent the company has avoided the threats and taken advantage of market opportunities. how the company can advance its internal strengths such as resources and core competencies to restore its weaknesses in order to sustain in the competition. furthermore, another crucial question is to what extent the company can apply the best business strategy to increase its competitiveness. this research is conducted by qualitative research where data are obtained by using the questionnaires containing questions to the respondents. the respondents were top management people including managers from one forwarding company as the main focus of this study. to compare its competitive position, four other forwarding companies’ managers were also interviewed which made the total respondents were 20 people. this data is taken on october 2017. the first stage of data analysis is to map company's strengths and weaknesses into internal factor evaluation (ife) matrix, map market opportunities and threats into external factor evaluation (efe) matrix, and map competitors into competitive profile matrix (cpm) with the application of expert choice software. the results of the external and internal audit are used to generate the alternative strategies by applying a business competitive position matrix, grand matrix strategy, and bcg matrix. three alternative strategies are selected from matrices conducted prior to quantitative strategic planning matrix (qspm). scopes of data retrieval are internal aspects of the company related to strengths and weaknesses, and external aspects related to opportunities and threats. moreover, business competitive position matrix is also used. figure 1 shows the research method stages. figure 1 stages in strategic decision making of a forwarding business in indonesia stage 1 the input stage: efe matrix, ife matrix, cpm stage 2 the matching stage: business competitive position matrix, bcg matrix, grand strategy matrix stage 3 the decision stage: qspm the business strategy analysis …… (regina inderadi et al.) 35 results and discussions there are three steps in this process; they are input phase, matching phase, and decision phase, to analyze evaluation stages and strategy formulation to achieve competitive advantage (barney & hesterly, 2015; david, 2015). at input phase, external factors evaluation (efe) matrix and internal factors evaluation (ife) are applied as the input of evaluation. collected external data is associated with politics, economics, social, technology, government, law, environment, and industry competition that are extracted from respondents. these factors will be weighted and scored based on respondents’ rating toward the company. on the other hand, ife matrix is applied to evaluate internal factors, which are relevant with strengths and weaknesses of the company. in this research, data and internal aspects are gathered from the functional unit in the company, including management, finance, human resources, operational, and other internal function within the organization. these factors will be weighted, rated, and scored in accordance with respondents’ perspectives and opinions. table 1 and table 2 exhibit the calculation result of ife and efe matrix from prima international cargo, ltd. as the main focus of the study of forwarding company in indonesia. from table 1, the average weighted score is 2,593; this means that prima international cargo ltd. is internally strong (weighted score is above average 2,5). however, from external aspects, as seen in table 2 efe matrix, it can be concluded that average weighted score is 2,476. this score is below industry average score (2,5) and shows that prima international cargo ltd. is externally weak as a forwarding company. table 1 ife matrix result no. key internal factors weight rating score strengths 1 prima international cargo ltd. has 43 years of experience in freight forwarding industry. 0,092 4 0,368 2 prima international cargo ltd. is a member of iata since 1988. 0,088 4 0,352 3 having a worldwide network by being a member of world air cargo organization (waco) exclusively since 1976. 0,121 4 0,484 4 prima international cargo ltd. has some features and functions such as warehouse, trucking, distribution, and so forth. 0,111 3 0,333 5 prima international cargo ltd. has been certified by ppjk and edi indonesia. 0,079 4 0,316 weaknesses 1 software system of prima international cargo ltd. is not well accommodated it development in freight forwarding and logistics field. 0,099 1 0,099 2 prima international cargo ltd. is experiencing difficulties in finding potential personnel with expertise in freight forwarding and logistics. 0,115 2 0,23 3 prima international cargo ltd. is having ineffective operational branches. 0,094 1 0,094 4 profit reached minus point in 3 recent years. 0,085 1 0,085 5 the weak brand image of the company 0,116 2 0,232 total 2,593 table 2 efe matrix result no. key external factors weight rating score opportunities 1 increased in number of production for both medium and large industry 0,104 3 0,312 2 e-commerce continues to rise in emerging markets, creating more opportunities in developing and increasing company’s revenue. 0,097 3 0,291 36 journal the winners, vol. 19 no. 1, march 2018: 31-43 table 2 efe matrix result (continued) no. key external factors weight rating score opportunities 3 infrastructure development that connecting areas and cities within indonesia is increasing and enabling development of new businesses. 0,126 4 0,504 4 increased in number of shipment through air freight in recent year 0,114 4 0,456 5 government policy issuance about regulation, ease of doing business and investment and trading which initiating opportunities to do business expansion and joint venture with foreign investment. 0,08 3 0,24 threats 1 government policy for foreign investment in indonesia has made multinational company with large capital entering freight forwarding business competitively from upstream to downstream. 0,09 1 0,09 2 with the policy and ease of investment and asean economic society at the end of 2015 and beginning of 2016, there will be more similar businesses enter indonesia’s market. 0,107 1 0,107 3 indonesia may join trans-pacific partnership in order to liberate trading to open more opportunities to foreign investors. 0,088 1 0,088 4 export-import situation has been unstable since the last 5 years. 0,08 2 0,16 5 express courier service company has begun to expand their business into large scale shipment 0,114 2 0,228 total 2,476 furthermore, to assess business competition profile of forwarding business in indonesia, competitive profile matrix (cpm) is applied to identify key competitors based on strengths and weaknesses and connect them with company’s strategic position within the market (khan, alam, & alam, 2015). in this process, prima cargo international ltd. is compared with two competitors in the same industry. in conducting cpm, key success factors consist of both key internal and external factors. table 3 shows that there are two main competitors of prima cargo international ltd., namely cardig aero service ltd. and samudra ltd. weighted score of cardig aero service is 3,713 while samudra ltd.’s weighted score remains 3,269, and prima cargo international ltd. is 3,576. in conclusion, prima cargo international’s competitive position is in the middle of cardig aero service ltd. and samudra ltd. table 3 competitive profile matrix of forwarding business no. critical factors weight prima international cargo ltd. cardig aero services ltd. samudra ltd. rating score rating score rating score 1 utilization of capital investment effectively and efficiently 0,269 4 1,076 4 1,076 4 1,076 2 a quick and responsive decision making 0,188 4 0,752 4 0,752 3 0,564 3 effective personnel’s regulation and sop 0,119 4 0,476 3 0,476 3 0,357 4 loyal and qualified human resources 0,287 3 0,861 4 0,861 3 0,861 5 comprehension and commitment of company’s vision and mission by owner, board of directors and employees 0,137 3 0,411 4 0,548 3 0,411 total 1 3,576 3,713 3,269 the business strategy analysis …… (regina inderadi et al.) 37 in the next analysis stage, business competitive position matrix provides the recommendation for strategic resources allocation and strategic development for the multi-businesses company by comparing prima international cargo ltd. with its four competitors that can be seen table 4. it can be stated that position and relative competitive development are two fundamental frameworks which should be considered in determining the best strategy based on the portfolio context. in this competitive position evaluation, a company’s business units can be classified into four main categories; quadrant i (high growth rate, high market share), quadrant ii (high growth rate, low market share), quadrant iii (low growth rate, high market share), and quadrant iv (low growth rate, low market share). this analysis approach is identical with boston consulting group (bcg) matrix method, but with different practice (dennis-debrecht, 2014). in bcg matrix, strategic business unit (sbu) of a corporation is assessed based on their position and competitive growth, while in this approach, position and growth of companies competing in the same industry are evaluated. figure 2 shows bcg matrix of four forwarding business in indonesia. table 4 business competitive position matrix and business growth company name 2015 2016 relatives market share market growth rate asset (percentage) prima international cargo ltd. $9.296.021 $4.302.426 0,01 -0,53% 0,412% samudra indonesia ltd. $451.126.030 $406.437.733 1,00 -0,09% 38,984% iron bird ltd. $396.602.985 $365.889.358 0,90 -0,07% 35,095% cardig aero services ltd. $118.260.950 $135.644.407 0,33 0,14% 13,010% soechi lines ltd. $141.833.461 $130.288.044 0,32 -0,08% 12,496% total $1.042.561.968 figure 2 bcg matrix of forwarding businesses in indonesia similar to business competitive position and industry growth, grand matrix strategy consists of two evaluative dimensions. this matrix is using information of input phase to consolidate internal opportunities and external threats and classified company into four main separated categories (aithal, 2016; barney & hesterly, 2015; david, 2015). figure 3 shows grand matrix strategy of prima international cargo. 38 journal the winners, vol. 19 no. 1, march 2018: 31-43 figure 3 grand matrix strategy of prima international cargo finally, quantitative strategic planning matrix (qspm) is the decision stage which only one framework used in the strategy analysis and choice. the purpose of this method is to identify strategy alternatives by selecting attractiveness score for each strategy. table 5 shows qspm for strength and weaknesses, while table 6 shows qspm for opportunities and threats. table 5 qspm for strengths and weaknesses key factors weight adding sub business unit to serve delivery service for small sized goods or individuals conduct it innovation to open opportunities to enter e-commerce business liquidation as tas as tas as tas strengths prima international cargo ltd. has 43 years of experience in freight forwarding industry. 0,092 2 0,184 4 0,01693 1 0,092 prima international cargo ltd. is a member of iata since 1988 0,088 2 0,176 4 0,01549 1 0,088 having a worldwide network by being a member of world air cargo organization(waco) exclusively since 1976 0,121 2 0,242 4 0,02928 1 0,121 prima international cargo ltd. has some features and functions such as warehouse, trucking, distribution, and so forth 0,111 2 0,222 2 0,222 1 0,111 has been certified by ppjk and edi indonesia 0,079 2 0,158 3 0,237 1 0,079 weaknesses software system of prima international cargo ltd. is not well accommodated it development in freight forwarding and logistics field 0,099 2 0,198 3 0,297 1 0,099 the business strategy analysis …… (regina inderadi et al.) 39 table 5 qspm for strengths and weaknesses (continued) key factors weight adding sub business unit to serve delivery service for small sized goods or individuals conduct it innovation to open opportunities to enter e-commerce business liquidation as tas as tas as tas weaknesses prima international cargo ltd. is experiencing difficulties in finding potential personnel with expertise in freight forwarding and logistics 0,115 2 0,23 4 0,46 1 0,115 prima international cargo ltd. is having ineffective operational branches 0,094 3 0,282 4 0,376 1 0,094 profit reached minus point in 3 recent years. 0,085 2 0,17 4 0,34 1 0,085 weak brand image of the company 0,116 3 0,348 4 0,464 1 0,011 6 total 1 2,21 2,4577 1 table 6 qspm for opportunities and threats key factors weight adding sub business unit to serve delivery service for small sized goods or individuals conduct it innovation to open opportunities to enter e-commerce business liquidation as tas as tas as tas opportunities increased in number of production for both medium and large industry 0,104 3 0,312 4 0,416 1 0,104 e-commerce continues to rise in emerging markets, creating more opportunities in developing and increasing company’s revenue 0,097 3 0,291 4 0,388 1 0,097 infrastructure development that connecting areas and cities within indonesia is increasing and enabling development of new businesses 0,126 3 0,378 4 0,504 1 0,126 increased in number of shipment through air freight in recent year 0,114 4 0,456 4 0,456 1 0,114 government policy issuance about regulation, ease of doing business and investment and trading which initiating opportunities to do business expansion and joint venture with foreign investment 0,08 3 0,24 2 0,16 1 0,08 threats government policy for foreign investment in indonesia has made multinational company with large capital entering freight forwarding business competitively from upstream to downstream 0,09 0,18 3 0,27 1 0,09 40 journal the winners, vol. 19 no. 1, march 2018: 31-43 table 6 qspm for opportunities and threats (continued) key factors weight adding sub business unit to serve delivery service for small sized goods or individuals conduct it innovation to open opportunities to enter e-commerce business liquidation as tas as tas as tas threats with the policy and ease of investment and asean economic society at the end of 2015 and beginning of 2016, there will be more similar businesses enter indonesia’s market 0,107 0,321 2 0,214 1 0,107 indonesia may join trans-pacific partnership in order to liberate trading to open more opportunities to foreign investors 0,088 0,264 2 0,176 1 0,088 export-import situation has been unstable since the last 5 years 0,08 0,24 2 0,16 1 0,08 express courier service company has begun to expand their business into large scale shipment 0,114 0,228 2 0,228 1 0,114 total 1 2,91 2,972 1 from sum total attractiveness score, it can be concluded that market penetration total score is 5,21(2,21+2,91), product development total score is 5,4297, and liquidation is 2. the highest score is product development strategy. conclusions internal factor evaluation (ife) matrix evaluates the major strengths and weaknesses in the functional areas of forwarding business. it is noted that the total weighted score of ife matrix 2,593 is barely above the average of 2,50, which indicates there is definitely the area for improvement in operations, strategies, marketing, and policies aspect. moreover, the ife matrix provides important information of the key internal factors. firstly, prima international cargo ltd. has been operating for the long period of time in freight forwarding industry and has possessed a lot of certifications, which are their main strengths and considered as really important factors to being successful in this business. secondly, major weaknesses are its lack of advanced software utilization, ineffective branches, and minus profit number in recent years. furthermore, from competitive profile matrix (cpm), prima international cargo ltd. receives a 3,713 overall rating which suggesting that this forwarding firm is better in some areas compared with the other two firms. additionally, external factor evaluation (efe) matrix identifies both opportunities and threats that affect prima international cargo ltd. and its industry. the major opportunity for this firm is an increase in the number of shipment through air freight in recent year. while the major threats are the newly opened indonesia’s market for foreign investors and instability of export-import activities in indonesia. it is noted that the total weighted score of 2,476 is below the average of 2,50, so it can be concluded that this forwarding business is not doing well, not taking many advantages of the external opportunities, and not excellent in avoiding the threats facing the firm. the business strategy analysis …… (regina inderadi et al.) 41 the second stage is called the matching stage that includes the business competitive position matrix, boston consulting group (bcg) matrix, and grand matrix strategy. shortly, from bcg matrix, prima international cargo ltd. has a low relative market share position and competes in a slow or no-market-growth industry. some strategies to pursue are liquidation, retrenchment, and divestiture. on the other hand, from grand matrix strategy, the firm positioned in quadrant ii that needs to evaluate its position in the market and aware that it is unable to compete effectively. some possible strategies are market development, market penetration, product development, and liquidation. the last stage is called the decision stage, which is to find out what is the most optimal strategic decision, resulting in total attractiveness scores of 5,4297 that the analysis indicates the business should develop an e-commerce business and develop its it system to support the new business. references aithal, d. p. 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(2014). logistica vozvratnyh potokov vtorichnyh resursov. vestnik baltiiskogo federalnogo universiteta im. i. kanta (9), 142-143. microsoft word 05_s.liawatimena_crm.doc journal the winners, vol. 3 no. 1, maret 2002: 56-78 56 analisis customer relationship management terhadap kepuasan pasien pusat jantung nasional harapan kita s. liawatimena1; teguh arifianto2; yunina saliu3; hartono agus salim4 abstract the research tries to find out how big the influence of customer relationship management of heart centre patient harapan kita concerning the patient satisfaction. the customer relationship management divide into three main functions which is acquisition, enhance, and retain. the conclusion is, if there is increased in customer relationship management of heart centre patient harapan kita, it will increased the patient satisfaction also. keywords: customer relationship management, patient abstrak penelitian bertujuan untuk mengetahui seberapa besar pengaruh customer relationship management pjn harapan kita terhadap kepuasan pasien. customer relationship management dalam hal ini terbagi menjadi tiga fungsi utama, yaitu acquisition, enhance, dan retain. simpulan penelitian, yaitu apabila terjadi peningkatan pada customer relationship management pjn harapan kita, juga dapat meningkatkan kepuasan pasien. kata kunci: customer relationship management, pasien 1 staf pengajar fakultas ilmu komputer, ubinus, jakarta 2,3,4 sarjana ekonomi, jurusan manajemen, fakultas ekonomi, ubinus, jakarta analisis customer relationship management… (s. liawatimena; dkk.) 57 pendahuluan beberapa tahun terakhir ini perkembangan dunia bisnis sangatlah cepat dan membuat pihak yang terlibat di dalamnya harus bekerja keras agar keberadaan mereka tetap diakui oleh pasar. para pelaku bisnis harus mulai berpikir bagaimana cara mengalahkan para pesaing dan senantiasa meningkatkan kompetensi untuk dapat menghadapi perkembangan yang akan datang dalam mencapai pangsa pasar yang luas dan target yang diinginkan. salah satu cara yang dapat dilakukan oleh manajemen perusahaan adalah dengan berusaha mengakuisisi, meningkatkan, dan mempertahankan pelanggan. di lain pihak, pelanggan menghendaki biaya yang dikeluarkan murah dan kecepatan dalam pelayanan, keamanan, kejelasan, dan lain-lain. bila berbicara mengenai tuntutan pelanggan, sampailah pada strategi perusahaan terhadap pelanggannya. bagian operasional yang baik memang dapat menekan biaya yang dikeluarkan sehingga pelanggan dapat memperoleh harga yang serendah-rendahnya. akan tetapi, itu saja dirasa kurang cukup bagi pelanggan sebab mereka menginginkan yang lebih dari dimensi pelayanan seperti kecepatan, kenyamanan, dan personalisasi. kesemuanya itu harus terintegrasi sehingga dapat dilakukan secara efisien dan fleksibel bagi kedua belah pihak. hal itu menyebabkan customer relationship management menyumbang peranan yang cukup besar dalam kesuksesan suatu lembaga atau perusahaan. di indonesia, saat ini sistem pelayanan dalam berbagai bidang masih sangat kurang karena seringkali para pelanggan merasa kecewa atas jawaban dari pertanyaan yang mereka lontarkan kepada pihak perusahaan, bahkan tidak sedikit yang tidak mau menjawab pertanyaan tersebut apalagi yang bersifat online. oleh karena itulah sistem customer relationship management harus diperhatikan agar pelanggan merasa puas dan setia pada produk atau jasa yang ditawarkan perusahaan. dalam penelitian yang dilakukan, peneliti menganalisis bagaimana pusat jantung nasional harapan kita menangani pelangggannya (dalam hal ini pasien pjn harapan kita) dan terutama mengenai bagaimana pusat jantung nasional harapan kita mengakuisisi, mempertahankan, dan meningkatkan kepuasan konsumennya. hal itu dianalisis karena peneliti melihat bahwa pusat jantung nasional harapan kita bertujuan menyelenggarakan pelayanan paripurna yang terjangkau oleh semua kalangan. berdasarkan uraian di atas, dapat dilakukan identifikasi masalah sebagai berikut. 1. bagaimana customer relationship management pusat jantung nasional harapan kita mempengaruhi kepuasan pasien pjn harapan kita? 2. bagaimanakah meningkatkan customer relationship management pusat jantung nasional harapan kita agar sesuai dengan harapan pasien? tujuan penelitian ini sebagai berikut. 1. menganalisis customer relationship management yang diterapkan pusat jantung nasional harapan kita dalam memenuhi kepuasan pasiennya. 2. mengevaluasi customer relationship management pusat jantung nasional harapan kita agar dapat menyusun strategi untuk meningkatkan crm pjn harapan kita. manfaat penelitian ini sebagai berikut. journal the winners, vol. 3 no. 1, maret 2002: 56-78 58 1. membantu pusat jantung nasional harapan kita agar dapat meningkatkan kepuasan pasien sesuai dengan harapan pasien dan mewujudkan cita-cita yang terdapat dalam visi dan misi pusat jantung nasional harapan kita. 2. untuk mengetahui kelebihan dan kelemahan customer relationship management pada pusat jantung nasional harapan kita. 3. mengetahui faktor penting apa saja yang perlu diperhatikan dan ditingkatkan agar di kemudian hari pasien pjn harapan kita dapat merasa lebih diperhatikan dengan adanya peningkatan customer relationship management. fokus pelanggan i. definisi pelanggan pelanggan adalah masyarakat yang umumnya membutuhkan produk atau jasa yang berpotensi untuk melakukan pembelian (yoeti, 1999:11). ii. kepuasan pelanggan berikut ini diuraikan beberapa ungkapan mengenai kepuasan pelanggan. 1. kepuasan pelanggan didefinisikan sebagai respons pelanggan terhadap ketidaksesuaian antara tingkat kepentingan sebelumnya dan kinerja aktual yang dirasakannya setelah pemakaian (rangkuti, 2002:30). 2. kepuasan pelanggan adalah pelanggan yang merasa mendapatkan value dari pemasok, produsen, atau penyedia jasa. value dapat berasal dari produk, pelayanan, sistem atau sesuatu yang bersifat emosi. kalau pelanggan mengatakan bahwa value adalah produk yang berkualitas, kepuasan terjadi kalau pelanggan mendapatkan produk yang berkualitas. value bagi pelanggan adalah kenyamanan, kepuasan akan datang apabila pelayanan yang diperoleh benar-benar nyaman. kalau value pelanggan adalah harga yang murah, pelanggan akan puas kepada produsen yang memberikan harga yang paling kompetitif (irawan, 2002:2). 3. menurut kotler (1997:40) kepuasan pelanggan adalah “... a person’s feeling of pleasure or disappointment resulting from comparing a product’s received performance (or outcome) in relations to the person’s expectation” – perasaan senang atau kecewa seseorang sebagai hasil perbandingan antara prestasi atau produk yang dirasakan dan diharapkannya. analisis customer relationship management… (s. liawatimena; dkk.) 59 gambar 1 diagram konsep kepuasan pelanggan sumber: rangkuti (2002:24) iii. pengertian dan konsep jasa berikuti ini diuraikan pengertian jasa. 1. berdasarkan pendapat tjiptono (1997:23), jasa merupakan aktivitas, manfaat, atau kepuasan yang ditawarkan untuk dijual. penawaran suatu perusahaan dapat mencakup beberapa jenis jasa. 2. jasa merupakan pemberian suatu kinerja atau tindakan tak kasat mata dari satu pihak kepada pihak lain. pada umumnya jasa diproduksi dan dikonsumsi secara bersamaan dan interaksi antara jasa dan penerima jasa mempengaruhi hasil jasa tersebut (rangkuti, 2002:26). customer relationship management (crm) i. definisi customer relationship management berikut ini diuraikan beberapa definisi customer relationship management. 1. crm is the infrastructure that enables the delineation of and increase in customer value and the correct means by which to motivate valuable customers to remain loyal-indeed, to buy again (dyche, 2001:4). 2. crm is the process of acquiring, retaining, and growing profitable customers, it requires a clear focus on the service attributes that represent value to the customer and that create loyalty (brown, 2000:8). 3. berdasarkan pendapat ciptamaya (1997) crm adalah serangkaian aktivitas terintegrasi untuk mengidentifikasi, mengakuisisi, mempertahankan, dan mengembangkan pelanggan yang tujuan perusahaan kebutuhan dan keinginan pelanggan produk nilai produk bagi pelanggan harapan pelanggan terhadap produk tingkat kepuasan pelanggan journal the winners, vol. 3 no. 1, maret 2002: 56-78 60 menguntungkan. dengan tujuan utama untuk mengoptimalkan keuntungan perusahaan melalui kepuasan pelanggan. 4. berdasarkan pendapat kalakota (2000:111) customer relationship management dapat didefinisikan sebagai integrasi dari sales, marketing, dan service strategy yang tidak menunjukkan keahlian bersandiwara (kepura-puraan) melainkan mengutamakan tindakan (sales, marketing, and service) yang terkoordinasi. dengan demikian crm berupaya menciptakan motto “kami memberi bukti bukan janji” pada perusahaan yang menggunakan crm sebagai model bisnisnya. ii. three phase of customer relationship management berdasarkan pendapat kalakota (2000:113), ada tiga tahap crm. 1. acquiring new customers mendapatkan pelanggan baru dengan mempromosikan keunggulan produk atau jasa dalam hal inovasi dan kemudahan karena nilai suatu produk atau jasa bagi pelanggan adalah produk yang lebih baik dan didukung oleh layanan yang memuaskan. 2. enhancing the profitability of existing customers meningkatkan keuntungan yang diperoleh dari pelanggan yang sudah ada dengan mendorong terciptanya penjualan produk atau jasa komplemen dan penjualan produk atau jasa yang lebih baik dari produk atau jasa yang sudah dimiliki oleh pelanggan. 3. retaining profitable customers for life fokus dari mempertahankan pelanggan yang memberi keuntungan adalah pada penyesuaian layanan–menawarkan apa yang dibutuhkan oleh pelanggan, bukan apa yang dibutuhkan oleh pasar karena nilai produk atau jasa bagi pelanggan adalah nilai hubungan produktif yang paling sesuai dengan kebutuhannya. fokus perusahaan saat ini adalah bagaimana mempertahankan pelanggan yang menguntungkan bagi perusahaan daripada bagaimana mendapatkan pelanggan baru yang belum tentu memberi keuntungan. ketiga tahap itu saling berhubungan tetapi untuk dapat melakukan ketiga tahap tersebut dengan baik sangatlah sulit bahkan oleh perusahaan yang paling baik sekalipun. untuk itu, perusahaan harus memilih untuk memfokuskan usahanya pada salah satu tahap tersebut. hal itu sangat penting karena mempengaruhi strategi pembangunan infrastruktur, teknologi pendukung crm ini. analisis customer relationship management… (s. liawatimena; dkk.) 61 gambar 2 three phase of crm sumber: kalakota (2000:114) iii. kemampuan utama yang dilakukan customer relationship management berdasarkan pendapat kalakota (2000:118), kemampuan utama yang dapat dilakukan oleh customer relationship management. 1. cross-selling and up-selling perusahaan harus dapat menciptakan hubungan yang lebih erat dengan pelanggan, yaitu dengan berusaha memenuhi kebutuhan pelanggan dengan produk/jasa komplemen. 2. direct marketing and fulfillment pemasaran langsung dan pemenuhan permintaan berarti menjual dengan baik dan mengirimkan pesanan pelanggan secara cepat. manajemen kampanye pemasaran (campaign management) mengatasi kesulitan dalam hal pemasaran dalam banyak saluran dengan memungkinkan perusahaan mengatur, mengintegrasikan, dan meningkatkan program pemasaran. pemenuhan permintaan pelanggan yang efektif adalah dengan menyediakan informasi yang banyak sekali kepada pelanggan dan calon pelanggan secara cepat, mudah, dan efisien. acquire differentiation • innovation • convenience adaptability • listening • new products bundling • reduce cost • customer service enhance retain journal the winners, vol. 3 no. 1, maret 2002: 56-78 62 3. customer service and support aplikasi mendukung bagi petugas layanan pelanggan bekerja sama sehingga dapat mengatur dan meyelesaikan permintaan layanan dari pelanggan dan mendapatkan informasi detil yang dibutuhkan mengenai pelanggan. tujuan yang hendak dicapai adalah agar dapat menyelesaikan permasalahan pelanggan dengan efektif dan efisien. 4. field service operations operasi layanan di lapangan adalah perpanjangan layanan pelanggan yang dilakukan jika permasalahan tidak dapat diselesaikan lewat telepon dan membutuhkan pengiriman personil/barang secara fisik kepada pelanggan. aplikasi pendukung memiliki kemampuan untuk mengatur jadwal pengiriman, mengatur logistik, dan persediaan, serta menangani kontrak dan pembukuan. 5. retention management menggunakan sumber daya perusahaan yang terbatas untuk pelanggan yang menguntungkan dengan cara membedakan pelanggan/segmentasi pelanggan berdasarkan tipe layanan yang didaftarkan dan juga historis transaksi. untuk mencapai hasil yang efektif dibutuhkan pengambilan informasi pelanggan yang sangat detil sehingga perusahaan dapat melayani pelanggan dengan lebih personal dan membedakan antara pelanggan yang satu dengan pelanggan yang lain. pelanggan yang tidak menguntungkan dipisahkan atau malah dibuang supaya tidak menghabiskan sumber daya perusahaan. iv. pedoman membuat customer relationship management berdasarkan pendapat rangkuti (2002:141-142), ada 8 pedoman dalam membuat customer relationship management (crm). 1. perencanaan diperlukan perencanaan yang komprehensif pada saat menggabungkan ketrampilan dan sumber daya dari dua perusahaan yang independen sehingga dapat mencapai tujuan yang strategis. 2. trust and self interest hubungan yang berhasil memerlukan kepercayaan dan penghargaan antara dua partner dan keduanya berniat untuk saling mempercayai dan saling menghargai kepentingan masingmasing. 3. konflik konflik sering terjadi dan merupakan aspek penting dalam relationship. partner harus cepat melakukan respon apabila terjadi konflik dan bertindak secara proaktif untuk mengatasi konflik ini. analisis customer relationship management… (s. liawatimena; dkk.) 63 4. struktur kepemimpinan struktur leadership yang efektif dapat memperlancar koordinasi dan sistem pengambilan keputusan. 5. fleksibilitas mengetahui interdependensi masing-masing partner merupakan faktor penting dalam membangun relationship yang berhasil. partnership yang bersifat fleksibel dapat mengantisipasi perubahan. 6. perbedaan budaya perbedaan budaya berkaitan dengan tahap perkembangan industri, sistem politik, kepercayaan, ekonomi, dan sebagainya. 7. transfer teknologi kedua partner harus dapat mengembangkan teknologi dan transfer teknologi ke dalam bentuk aplikasi yang komersial. 8. pembelajaran dari kekuatan yang dimiliki oleh partner v. cara mengelola customer relationship menurut rangkuti (2002:152-153), tujuan mengelola customer relationship adalah menciptakan keunggulan kompetitif secara terus-menerus terhadap merek, produk, atau bahkan perusahaan yang dimiliki secara relatif dibandingkan dengan merek, produk, atau perusahaan pesaing. agar perusahaan dapat memperoleh keunggulan kompetitif secara terus menerus, pengelolaan pelanggan secara profesional sangat diperlukan. caranya sebagai berikut. 1. lakukan survei mengenai kepuasan pelanggan secara benar dengan tujuan mengetahui hal berikut. a. faktor yang mempengaruhi tingkat kepuasan dan ketidakpuasan pelanggan. b. perilaku pelanggan (customer behaviour). c. kebutuhan dasar, keinginan, dan harapan pelanggan. d. pelanggan yang paling bernilai dalam segmen tertentu. 2. tentukan segmen pelanggan yang menyumbangkan penghasilan terbesar bagi perusahaan (termasuk di dalamnya pelanggan potensial yang memiliki prospek berkembang cukup besar). 3. tentukan variable dominan dari customer relationship. variabel dominan ini adalah variabel yang paling penting dari menentukan sehingga pelanggan merasa puas sesuai dengan apa yang dibutuhkan pelanggan. 4. kelola dan tingkatkan secara terus-menerus variabel dominan tersebut sehingga tetap berada di atas rata-rata yang diberikan pesaing. caranya adalah dengan mengembangkan strategi pemasaran dan mengintegrasikan semua fungsi pemasaran yang bersifat strategis ke dalam database strategi pemasaran, sehingga dapat meningkatkan customer relationship secara kompetitif dan berkelanjutan. journal the winners, vol. 3 no. 1, maret 2002: 56-78 64 rumah sakit i. definisi rumah sakit sk menteri kesehatan ri no. 983/menkes/sk/xi/1992 menyebutkan bahwa rumah sakit umum adalah rumah sakit yang memberikan pelayanan kesehatan yang bersifat dasar, spesialistik, dan subspesialistik. rumah sakit mempunyai misi memberikan pelayanan kesehatan yang bermutu dan terjangkau oleh masyarakat dalam rangka meningkatkan derajat kesehatan masyarakat. tugasnya adalah melaksanakan upaya kesehatan secara berdayaguna dan berhasil guna dengan mengutamakan upaya peningkatan dan pencegahan serta melaksanakan upaya rujukan. menurut pendapat aditama (2000:5), rumah sakit adalah tempat yang harus dibangun, dilengkapi, dan dipelihara dengan baik untuk menjamin kesehatan dan keselamatan pasiennya dan harus menyediakan fasilitas yang lapang, tidak berdesakan, dan terjamin sanitasinya bagi kesembuhan pasien. ii. perbedaan rumah sakit dengan industri lainnya menurut aditama (2000:144), tiga ciri khas rumah sakit yang membedakannya dengan industri lain. 1. kenyataan bahwa “bahan baku” dari industri jasa kesehatan adalah manusia. tujuan utamanya adalah melayani kebutuhan manusia, bukan semata-mata menghasilkan produk dengan proses dan biaya seefisien mungkin. unsur manusia perlu mendapat tanggung jawab utama pengelola rumah sakit, khususnya menyakut pertimbangan etika dan nilai kehidupan manusia. 2. kenyataan bahwa industri rumah sakit yang disebut sebagai pelanggan (customer) tidak selalu mereka yang menerima pelayanan. pasien adalah mereka yang diobati di rumah sakit. akan tetapi, kadang-kadang bukan mereka sendiri yang menentukan di rumah sakit mana mereka dirawat. mereka dirawat di rumah sakit mana dapat ditentukan pasien, dokter, pihak asuransi, maupun perusahaan. bila ada upaya pemasaran jenis fasilitas kesehatan yang tersedia di rumah sakit, objek pemasarannya adalah dokter, bukan pasien. 3. kenyataan menunjukkan pentingnya peran para profesional, seperti dokter, perawat, ahli farmasi, dan fisioterapi. proporsi antara tenaga profesional dengan pekerja biasa di rumah sakit, lebih banyak dibandingkan dengan organisasi lainnya. metode penelitian metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian deskriptif dengan jenis penelitian studi kasus. untuk proses pengumpulan data, peneliti menggunakan metode penelitian lapangan (field research) dan metode penelitian kepustakaan. untuk menganalisis data digunakan analisis swot serta analisis kuadran (kartesius) untuk mengetahui seberapa besar pengaruh sistem crm (dalam hal ini terbagi menjadi tiga fungsi utama, yaitu acquisition, enhance, and retain) terhadap kepuasan pasien. analisis customer relationship management… (s. liawatimena; dkk.) 65 i. jenis dan metode penelitian jenis penelitian yang dilakukan pada penelitian ini adalah studi kasus. peneliti melakukan analisis pada pjn harapan kita terhadap permasalahan atau kasus yang timbul dan dicari solusi pemecahan masalah yang terbaik. metode yang digunakan dalam melakukan penelitian ini adalah metode deskriptif. metode deskriptif adalah suatu metode yang digunakan dalam meneliti status sekelompok manusia, suatu obyek, suatu set kondisi, suatu sistem pemikiran, ataupun suatu kelas peristiwa pada masa sekarang. tujuan penelitian deskriptif adalah untu membuat gambaran atau lukisan secara sistematis, faktual. dan akurat mengenai fakta, sifat, serta hubungan antarfenomena yang diselidiki. ii. definisi operasional dan instrumen pengukuran a. definisi operasional variabel yang diteliti dalam penelitian ini terdiri dari tiga bagian yang mewakili fungsi atau tahap yang terdapat dalam customer relationship management yaitu acguire, enhance, and retain. variabel tersebut sebagai berikut. 1. kualitas dokter dan perawat pjn harapan kita. 2. teknologi pengobatan/medis pada pjn harapan kita. 3. kenyamanan, kebersihan dan kerapian ruangan pjn harapan kita. 4. kualitas peralatan medis pjn harapan kita. 5. kualitas dan ketersediaan obat-obatan pjn harapan kita. 6. kualitas makanan dan minuman (higienis dan gizi). 7. pelayanan pemeriksaan, pengobatan dan perawatan yang cepat dan tepat. 8. perhatian intensif kepada pasien oleh dokter. 9. perhatian intensif kepada pasien oleh perawat. 10. program rehabilitasi, seminar dan penyuluhan yang diselenggarakan pjn harapan kita. 11. kecepatan pelayanan administrasi yang didukung oleh data base. 12. paket pengobatan/perawatan yang disediakan oleh pjn harapan kita. 13. asuransi kesehatan bagi pasien pjn harapan kita. 14. keberadaan jps bagi pasien pjn harapan kita. 15. perhatian dan respon terhadap keluhan pasien beserta keluarganya oleh customer service. 16. pelayanan melalui call center yang disediakan oleh pjn harapan kita. 17. penyampaian informasi kepada pasien melalui koresponden (surat dan brosur) yang dilakukan oleh pjn harapan kita. 18. keberadaan fasilitas penyampaian dan pelayanan informasi melalui website dan e-mail yang disediakan oleh pjn harapan kita. b. instrumen pengukuran dalam penelitian ini peneliti menggunakan kuesioner sebagai instrumen pengumpulan data dari para responden. kuesioner diukur melalui skala likert dalam bentuk checklist. untuk pengukuran tingkat harapan pasien pjn harapan kita, jawaban atas kuesioner yang telah diisi responden diberi skor sebagai berikut: 1. sangat penting 5 2. penting 4 journal the winners, vol. 3 no. 1, maret 2002: 56-78 66 3. biasa-biasa 3 4. tidak penting 2 5. sangat tidak penting 1 untuk mengukur tingkat pengalaman pasien pjn harapan kita, jawaban atas kuesioner yang telah diisi oleh responden diberi skor sebagai berikut. 1. sangat puas 5 2. puas 4 3. biasa-biasa 3 4. tidak puas 2 5. sangat tidak puas 1 iii. formula yang digunakan metode kuadran (kartesius) dengan rumus sebagai berikut. n i x x ∑= n i y y ∑= k i x x n 1i ∑ == k i y y n 1i ∑ == y = skor rata-rata tingkat harapan pasien pjn harapan kita x = skor rata-rata tingkat pengalaman pasien pjn harapan kita y = rata-rata dari skor rata-rata tingkat harapan pasien pjn harapan kita x = rata-rata dari skor rata-rata tingkat pengalaman pasien pjn harapan kita k = banyaknya atribut/fakta yang dapat mempengaruhi kepuasan pasien pjn harapan kita n = jumlah responden gambaran umum perusahaan 1. sejarah pusat jantung nasional harapan kita berdirinya pusat jantung nasional harapan kita bermula dari ide perhimpunan kardiologi indonesia (perki) pada tahun 1960 tentang perlu adanya staf bagian kardiologi. ide analisis customer relationship management… (s. liawatimena; dkk.) 67 ini lebih menguat dengan adanya staf bagian kardiologi fkui yang dididik di luar negeri serta didukung oleh yayasan jantung indonesia (1981) yang dimotori oleh almarhum dr. sukaman dan almarhumah ibu hj. hartinah soeharto. pada tahun 1983 pembangunan gedung mulai dilaksanakan dan arsitektur gedung dibuat mirip dengan pusat jantung terbesar di amerika, houston cardiac center, dan dua tahun kemudian diresmikan pada tanggal 9 november 1985 dan almarhum dr. sukaman ditetapkan sebagi direktur pertama dengan surat keputusan pengurus yayasan harapan kita no. 02/1985 tanggal 27 maret 1985. pada awal diresmikan, pjn harapan kita yang terletak di jalan letjen s. parman kav. 87 slipi, jakarta barat langsung diserahkan kepemilikannya pada pemerintah, dalam hal ini departemen kesehatan republik indonesia, sesuai dengan surat keputusan pengurus yayasan harapan kita no. 02/1985 tanggal 25 maret 1985. namun, karena pjn harapan kita merupakan rumah sakit khusus dengan teknologi tinggi yang memerlukan biaya operasi yang sangat besar, pengelolaannya diserahkan kepada yayasan harapan kita. dibentuklah dewan penyantun yang menetapkan badan pelaksanaan harian dewan penyantun pjn harapan kita melalui surat keputusan no. 06/1985 tanggal 25 oktober 1985. memasuki tahun 2002, pjn harapan kita berubah menjadi perjan (perusahaan jawatan) dalam rangka mempertahankan prestasi yang telah dicapai yang menjadikan pjn harapan kita setaraf international dan mampu bersaing dengan rumah sakit yang ada di luar negeri khususnya di antara negara asean. diharapkan dengan menjadi perjan, pjn harapan kita diberi kewenangan pengelolaan secara mandiri yang tidak didominasi oleh birokrasi dan hirarki yang berlebihan serta mampu menghidupi diri sendiri. 2. visi visi pjn harapan kita adalah menjadi rumah sakit unggulan bidang kardiovaskuler yang berwawasan global dalam pelayanan pendidikan dan penelitian sehingga mampu menjadi pusat rujukan kardiovaskuler yang optimal. 3. misi misi pjn harapan kita adalah menyelenggarakan pelayanan paripurna yang prima dan terjangkau, pendidikan, dan penelitian yang bermutu secara mandiri, demi tercapainya kesehatan kardiovaskuler yang opimal dan merata. 4. moto moto pjn harapan kita adalah “kesehatan anda harapan kita semua”. 5. tujuan pjn harapan kita mempunyai tiga tujuan sebagai berikut. a. memberikan pelayanan kesehatan yang merata dan bermutu kepada masyarakat khususnya kepada pasien penyakit jantung dan pembuluh darah. journal the winners, vol. 3 no. 1, maret 2002: 56-78 68 b. menyediakan pelayanan dan pengembangan sarana yang luas untuk pendidikan calon spesialis, subspesialis dan paramedis di bidang kesehatan jantung dan pembuluh darah. c. menyelenggarakan kegiatan penelitian dan pengembangan di bidang kesehatan jantung dan pembuluh darah serta penyebarluasan hasil penelitian. tujuan pjn harapan kita lima tahun mendatang (1999 – 2003) “membentuk kekuatan yang mampu tumbuh secara bertahap, berkesinambungan atas kemampuan sendiri, berpeluang ekonomi sehingga budaya asing kuat dalam lingkup pelayanan kardiovaskuler nasional maupun regional.” 6. fungsi fungsi pjn harapan kita. a. melaksanakan upaya peningkatan kesehatan. b. melaksanakan upaya pencegahan terjadinya penyakit jantung dan pembuluh darah. c. melaksanakan upaya penyembuhan terhadap pasien penyakit jantung dan pembuluh darah. d. melaksanakan upaya rehabilitas terhadap pasien jantung dan pembuluh darah. e. melaksanakan asuhan dan pelayanan keperawatan. f. melaksanakan rujukan. g. melaksanakan pendidikan dan pelatihan. h. melaksanakan penelitian-penelitian, pengembangan dan penyebarluasannya. i. melaksanakan administrasi umum dan keuangan. pembahasan analisis penelitian i analisis kualitatif dalam analisis kualitatif, penulis menggunakan metode/analisis swot (strengths, weaknesses, opportunities, and threats). proses penggunaan manajemen analisis swot menghendaki adanya suatu survei internal tentang strengths (kekuatan) dan weaknesses (kelemahan) serta survei eksternal atas opportunities (ancaman) dan threats (peluang/kesempatan). analisis swot secara sederhana dipahami sebagai pengujian terhadap kekuatan dan kelemahan internal sebuah organisasi, serta kesempatan dan ancaman lingkungan eksternalnya. berikut adalah hasil analisis swot yang penulis lakukan terhadap lingkungan internal dan lingkungan eksternal pada pusat jantung nasional harapan kita. analisis customer relationship management… (s. liawatimena; dkk.) 69 potensi kekuatan internal (s) 1. dokter dan perawat yang handal 2. teknologi medis yang mutakhir 3. kualitas dan ketersediaan obat-obatan 4. kecepatan pelayanan administrasi yang didukung sistem komputer 5. pelayanan telekardiografi nasional yang memungkinkan diagnosis jantung jarak jauh potensi kelemahan internal (w) 1. kenyamanan, kebersihan dan kerapian yang dirasa kurang 2. sistem penyampaian informasi kepada pasien yang kurang berjalan potensi kesempatan external (o) 1. pjn harapan kita merupakan pusat kardiovaskuler 2. pjn harapan kita adalah pusat rujukan tertinggi jaringan pelayanan kesehatan jantung dan pembuluh darah 3. pjn harapan kita merupakan salah satu rumah sakit di jakarta yang khusus melaksanakan diklat tenaga medik bidang kardiovaskuler dengan standar mutu global 4. pjn harapan kita adalah pusat data kardiovaskuler di indonesia potensi ancaman external (t) 1. persaingan dari rumah sakit sejenis lainnya 2. pemasok peralatan medis non mesin dan obat-obatan diluar pjn harapan kita gambar 3 analisis swot ii. analisis kuantitatif dalam analisis ini, penulis diminta oleh pihak pjn harapan kita untuk memberikan juga laporan tiap kelas ruang perawatan sebagai masukan kepada pihak rumah sakit. untuk itu penulis berusaha memasukkan analisis untuk tiap kelas ruang perawatan sesuai dengan permintaan pihak rumah sakit walaupun bukan dalam bentuk analisis kuadran (kartesius). penulis berusaha meneliti berdasarkan tingkat kesesuaian antara harapan pasien pada tiap kelas ruang perawatan dan pelaksanaannya di masing-masing kelas. oleh karena itu, pada subbab ini dibagi dua bagian oleh penulis, yaitu analisis menurut kelas ruang perawatan dan analisis secara keseluruhan. journal the winners, vol. 3 no. 1, maret 2002: 56-78 70 iii. analisis menurut kelas ruang perawatan tabel 1 jumlah sampel per kelas ruang perawatan sampel svip vip kelas 1 kelas 2 kelas 3 icu/cvcu total pasien 2 6 7 10 10 35 keluarga pasien 3 11 11 6 9 25 65 total 5 17 18 16 19 25 100 sumber: hasil penghitungan kuesioner tabel 2 tingkat kesesuaian pengalaman dan harapan pasien pjn harapan kita no. faktor-faktor yang mempengaruhi kepuasan pasien pjn harapan kita svip ( % ) vip ( % ) kelas 1 ( % ) kelas 2 ( % ) kelas 3 ( % ) icu/cvcu ( % ) ratarata ( % ) a. acguire 1 kualitas dokter dan perawat 88.00 87.34 83.72 87.01 82.80 88.79 86.28 2 teknologi pengobatan/medis 91.67 91.25 87.21 88.00 85.87 89.66 88.94 3 kenyamanan, kebersihan dan kerapian 100.00 78.08 84.81 78.38 73.03 76.32 81.77 4 kualitas peralatan medis 87.50 94.59 87.95 88.89 83.02 89.19 88.52 5 kualitas dan ketersediaan obatobatan 95.65 93.06 91.36 84.51 90.80 87.61 90.50 6 kualitas makanan dan minuman 90.48 95.45 88.31 86.96 87.06 87.96 89.37 b. enhance 7 pelayanan pemeriksaan, pengobatan dan perawatan 90.19 94.44 82.50 90.00 83.33 79.46 86.65 8 perhatian intensif oleh dokter 91.67 90.67 81.18 84.00 89.77 87.27 87.43 9 perhatian intensif oleh perawat 95.45 84.29 88.10 88.89 88.76 86.79 88.71 10 program rehabilitasi, seminar dan penyuluhan 80.00 87.69 89.47 89.71 90.67 89.22 87.79 11 pelayanan administrasi oleh sistem komputer 91.30 95.83 85.54 83.33 84.88 87.62 88.08 12 paket pengobatan/perawatan 95.00 96.92 87.50 92.45 86.05 86.67 90.77 13 asuransi kesehatan 84.21 82.09 79.52 84.29 86.75 85.71 83.76 14 keberadaan jps dan gakin 84.21 77.61 76.62 85.07 76.19 81.82 80.25 c. retain 15 customer service 95.24 93.94 83.75 76.71 80.25 87.74 86.27 16 call center 100.00 96.92 82.28 79.41 87.84 89.90 89.39 17 koresponden (surat dan brosur) 90.00 93.55 79.22 81.25 84.51 82.00 85.09 18 website dan e-mail 94.12 94.74 77.33 79.10 86.49 84.85 86.12 sumber: hasil penghitungan kuesioner analisis customer relationship management… (s. liawatimena; dkk.) 71 iv. analisis secara keseluruhan di dalam analisis secara keseluruhan ini, penulis menggunakan analisis kuadran (kartesius) yang menjelaskan mengenai tingkat harapan pasien dan tingkat pengalaman pasien. 1. analisis kuadran (kartesius) dari seratus responden yang diteliti, diperoleh tingkat harapan pasien dan tingkat pengalaman pasien seperti yang tertera pada tabel berikut ini. tabel 3 penghitungan rata-rata dari penilaian pengalaman dan harapan pada faktor yang mempengaruhi kepuasan pasien pjn harapan kita no. faktor yang mempengaruhi kepuasan pasien pjn harapan kita pengalaman harapan x y tingkat kesesuaian a. acguire 1 kualitas dokter dan perawat 410 476 4.10 4.76 86.13% 2 teknologi pengobatan/medis 419 473 4.19 4.73 88.58% 3 kenyamanan, kebersihan dan kerapian 356 451 3.56 4.51 78.94% 4 kualitas peralatan medis 407 450 4.07 4.50 90.44% 5 kualitas dan ketersediaan obat-obatan 401 447 4.01 4.47 89.71% 6 kualitas makanan dan minuman 379 426 3.79 4.26 88.97% b. enhance 7 pelayanan pemeriksaan, pengobatan dan perawatan 389 446 3.89 4.46 87.22% 8 perhatian intensif oleh dokter 397 457 3.97 4.57 86.87% 9 perhatian intensif oleh perawat 391 443 3.91 4.43 88.26% 10 program rehabilitasi, seminar dan penyuluhan 361 406 3.61 4.06 88.92% 11 pelayanan administrasi oleh sistem komputer 386 441 3.86 4.41 87.53% 12 paket pengobatan/perawatan 379 423 3.79 4.23 89.60% 13 asuransi kesehatan 358 427 3.58 4.27 83.84% 14 keberadaan jps dan gakin 338 424 3.38 4.24 79.72% c. retain 15 customer service 363 427 3.63 4.27 85.01% 16 call center 357 405 3.57 4.05 88.15% 17 koresponden (surat dan brosur) 331 394 3.31 3.94 84.01% 18 website dan e-mail 329 389 3.29 3.89 84.58% rata-rata ( x dan y ) 3.75 4.34 sumber: hasil penghitungan kuesioner journal the winners, vol. 3 no. 1, maret 2002: 56-78 72 keterangan: x dan y = nilai rata-rata dari 100 orang responden x dan y = nilai rata-rata dari rata-rata ( x dan y ) gambar 4 diagram kartesius faktor yang mempengaruhi kepuasan pasien pjn harapan kita hasil pengukuran unsur jasa ini berdasarkan tingkat kepentingan dan kinerjanya yang memungkinkan pihak pjn harapan kita untuk dapat menitikberatkan usaha perbaikan untuk hal atau atribut yang benar-benar dianggap penting oleh para pasien pjn harapan kita agar dapat memuaskan. untuk memperoleh titik-titik pada diagram kartesius (gambar di atas), sebelumnya perlu dihitung terlebih dahulu nilai rata-rata dari rata-rata. hasil hitungan terlihat pada tabel di atas. dalam diagram kartesius ini terlihat bahwa letak unsur pelaksanaan faktor atau atribut yang mempengaruhi kepuasan pasien pjn harapan kita terbagi menjadi empat bagian. interpretasi diagram kartesius tersebut dapat dijelaskan sebagai berikut. 3.70 4.20 4.70 3.20 3.70 4.20 pengalaman pasien h ar ap an p as ie n 3.75 4.3 4 kenyamanan, kebersihan dan kerapian pelayanan pemeriksaan, pengobatan dan perawatan perhatian intensif oleh dokter kualitas dokter dan perawat teknologi pengobatan/medis kualitas peralatan medis kualitas dan ketersediaan obat-obatan perhatian intensif oleh perawat pelayanan administrasi oleh sistem komputer customer service keberadaan jps dan gakin koresponden (surat dan brosur) website dan e-mail call center asuransi kesehatan program rehabilitasi, seminar dan penyuluhan paket pengobatan/ perawatan kualitas makanan dan minuman x y ( )x ( )y puas penting kuadran d kuadran a kuadran b kuadran c sumber: hasil output microsoft excel analisis customer relationship management… (s. liawatimena; dkk.) 73 1. kuadran a menunjukkan faktor atau atribut yang mempengaruhi kepuasan pasien pjn harapan kita berada dalam kuadran ini dan penanganannya perlu diprioritaskan karena keberadaan faktor inilah yang dinilai sangat penting oleh pasien sedangkan tingkat pelaksanaannya masih belum memuaskan. faktor yang termasuk kuadran ini adalah kenyamanan, kebersihan, dan kerapian ruangan pjn harapan kita (no. 3) 2. kuadran b menunjukkan faktor atau atribut yang mempengaruhi kepuasan pasien pjn harapan kita. kuadran ini perlu dipertahankan karena pada umumnya tingkat pelaksanaannya telah sesuai dengan kepentingan dan harapan pasien, sehingga dapat memuaskan pasien pjn harapan kita. faktor yang termasuk dalam kuadran b ini sebagai berikut. a. teknologi pengobatan/medis pada pjn harapan kita (no. 2) b. kualitas dokter dan perawat pjn harapan kita (no. 1) c. kualitas peralatan medis pjn harapan kita (no. 4) d. kualitas dan ketersediaan obat-obatan pjn harapan kita (no. 5) e. perhatian intensif kepada pasien oleh dokter (no. 8) f. perhatian intensif kepada pasien oleh perawat (no. 9) g. pelayanan pemeriksaan, pengobatan dan perawatan yang cepat dan tepat (no. 7) h. kecepatan pelayanan administrasi yang didukung oleh sistem komputer (no. 11) 3. kuadran c menunjukkan bahwa faktor yang mempengaruhi kepuasan pasien pjn harapan kita berada dalam kuadran ini dinilai masih dianggap kurang penting bagi pasien sedangkan kualitas pelaksanaannya biasa atau cukup saja. faktor yang termasuk didalam kuadran c. a. perhatian dan respon terhadap keluhan pasien beserta keluarganya oleh customer service (no. 15) b. program rehabilitasi, seminar, dan penyuluhan yang diselenggarakan pjn harapan kita (no. 10) c. asuransi kesehatan bagi pasien pjn harapan kita (no. 13) d. pelayanan melalui call center yang disediakan oleh pjn harapan kita (no. 16) e. keberadaan jps (jaring pengaman sosial) dan gakin (keluarga miskin) bagi pasien tidak mampu (no. 14) f. penyampaian informasi kepada pasien melalui koresponden (surat dan brosur) yang dilakukan oleh pjn harapan kita (no. 17) g. keberadaan fasilitas penyampaian dan pelayanan informasi melalui website dan e-mail yang disediakan oleh pjn harapan kita (no. 18) 4. kuadran d menunjukkan bahwa faktor yang mempengaruhi kepuasan pasien pjn harapan kita berada dalam kuadran ini dinilai berlebihan dalam pelaksanaannya. hal itu terutama karena journal the winners, vol. 3 no. 1, maret 2002: 56-78 74 pelanggan menganggap tidak terlalu penting terhadap adanya faktor tersebut. akan tetapi, pelaksanaannya dilakukan dengan baik oleh pjn harapan kita sehingga sangat memuaskan. faktor yang termasuk didalam kuadran d. a. kualitas makanan dan minuman (higienis dan gizi) (no. 6) b. paket pengobatan/perawatan yang disediakan oleh pjn harapan kita (no. 12) evaluasi customer relationship management berikut adalah evaluasi yang dilakukan oleh penulis, diperoleh penghitungan rata-rata variabel yang ada pada tahap crm (acguire, enhance and retain) terhadap faktor yang mempengaruhi kepuasan pasien pjn harapan kita, seperti yang terlihat pada tabel berikut ini. tabel 4 penilaian pengalaman dan penilaian harapan pada faktor yang mempengaruhi kepuasan pasien pjn harapan kita no. faktor-faktor yang mempengaruhi kepuasan pasien pjn harapan kita x y var x var y a. acguire 1 kualitas dokter dan perawat 4.10 4.76 3.95 4.54 2 teknologi pengobatan/medis 4.19 4.73 3 kenyamanan, kebersihan dan kerapian 3.56 4.51 4 kualitas peralatan medis 4.07 4.50 5 kualitas dan ketersediaan obat-obatan 4.01 4.47 6 kualitas makanan dan minuman 3.79 4.26 b. enhance 7 pelayanan pemeriksaan, pengobatan dan perawatan yang cepat 3.89 4.46 3.75 4.33 8 perhatian intensif oleh dokter 3.97 4.57 9 perhatian intensif oleh perawat 3.91 4.43 10 program rehabilitasi, seminar dan penyuluhan 3.61 4.06 11 pelayanan administrasi oleh sistem komputer 3.86 4.41 12 paket pengobatan/perawatan 3.79 4.23 13 asuransi kesehatan 3.58 4.27 14 keberadaan jps dan gakin 3.38 4.24 c. retain 15 customer service 3.63 4.27 3.45 4.04 16 call center 3.57 4.05 17 koresponden (surat dan brosur) 3.31 3.94 18 website dan e-mail 3.29 3.89 sumber: hasil penghitungan kuesioner analisis customer relationship management… (s. liawatimena; dkk.) 75 gambar 5 penilaian harapan dan pengalaman pasien sumber: hasil output microsoft excel tabel di atas menunjukkan bahwa pada tahap acguire diperoleh rata-rata variance (pengalaman dan harapan pasien) yang lebih besar dibandingkan pada tahap lainnya (enhance dan retain). hal itu karena tahap acguire merupakan tahap yang dominan dalam menunjang kepuasan pasien dan kesembuhan merupakan kebutuhan fundamental dari pihak pasien. akan tetapi, pelaksanaan pada tahap acguire ini masih dinilai kurang dibandingkan dengan harapan pasien. untuk itu tahap acguire sebagai faktor dominan harus ditingkatkan agar sesuai dengan tingkat harapan pasien dan dapat menjadi keunggulan dalam bersaing dengan rumah sakit lainnya. tahap enhance dan retain menunjukkan juga nilai rata-rata variance pelaksanaan yang belum memenuhi harapan pasien. oleh karena itu, kedua tahap itu sebaiknya ditingkatkan sehingga memenuhi harapan pasien. kedua tahap crm itu menunjang faktor dominan (acguire) dalam memenuhi kepuasan pasien. ketiga tahap crm (acguire, enhance, and retain) saling berhubungan dan menunjang satu sama lain sehingga menjadi satu kesatuan. akan tetapi, untuk dapat melakukan ketiga tahap tersebut dengan baik sangat sulit jika dilakukan secara bersamaan. untuk itu, pjn harapan kita harus memprioritaskan pada tahap crm yang sesuai dengan ruang lingkup bidang usahanya yang dimulai dari faktor yang paling dominan. peningkatan terhadap crm pjn harapan kita sebaiknya dimulai dari tahap yang paling dominan, yaitu tahap acguire, kemudian tahap enhance, dan faktor yang mempengaruhi kepuasan pasien journal the winners, vol. 3 no. 1, maret 2002: 56-78 76 terakhir retain. hal itu karena tahap tersebut diprioritaskan berdasarkan nilai rata-rata variance harapan dari yang terbesar ke yang terkecil. penulis berpendapat bahwa pada tahap acguire, pjn harapan kita harus memusatkan perhatian pada faktor kenyamanan, kebersihan, dan kerapian ruangan. hal itu karena dari analisis yang telah dilakukan penulis, menunjukkan kurangnya pelayanan pada faktor tersebut. pada tahap enhance, penulis berpendapat agar pjn harapan kita memusatkan perhatian pada program yang dapat meringankan biaya pasien. hal itu sesuai dengan misi pjn harapan kita, yaitu menyelenggarakan pelayanan paripurna yang prima dan terjangkau. di tahap retain, penulis berpendapat agar pjn harapan kita memusatkan perhatian pada sarana penyampaian informasi kepada pasien karena berdasarkan bincang penulis dengan beberapa responden, mereka sangat mengharapkan perhatian dari pjn harapan kita walaupun mereka sedang tidak dirawat di pjn harapan kita. hal itu sesuai dengan misi pjn harapan kita, yaitu menyelenggarakan pelayanan paripurna yang prima. penutup simpulan i. berdasarkan hasil analisis kuadran (kartesius) terhadap faktor yang mempengaruhi kepuasan pasien pjn harapan kita, dapat diketahui hal berikut. 1. faktor berikut adalah faktor yang dianggap penting oleh pasien dan pjn harapan kita telah melaksanakannya dengan baik (kuadran b). a. teknologi pengobatan/medis pada pjn harapan kita. b. kualitas dokter dan perawat pjn harapan kita. c. kualitas peralatan medis pjn harapan kita. d. kualitas dan ketersediaan obat-obatan pjn harapan kita. e. perhatian intensif kepada pasien oleh dokter. f. perhatian intensif kepada pasien oleh perawat. g. pelayanan pemeriksaan, pengobatan dan perawatan yang cepat dan tepat. h. kecepatan pelayanan administrasi yang didukung oleh sistem komputer. 2. faktor berikut adalah faktor yang dianggap tidak penting oleh pasien tetapi pelaksanaannya dilakukan dengan baik oleh pjn harapan kita (kuadran d). a. kualitas makanan dan minuman (higienis dan gizi). b. paket pengobatan/perawatan yang disediakan oleh pjn harapan kita. 3. faktor berikut adalah faktor yang dianggap penting oleh pasien namun pjn harapan kita belum melaksanakannya sebagaimana yang diharapkan pasien (kuadran a), yaitu kenyamanan, kebersihan, dan kerapian ruangan pjn harapan kita. analisis customer relationship management… (s. liawatimena; dkk.) 77 4. faktor berikut adalah faktor yang dianggap tidak penting oleh pasien dan pihak pjn harapan kita juga kurang melaksanakannya dengan baik (kuadran c). a. perhatian dan respons terhadap keluhan pasien beserta keluarganya oleh customer service. b. program rehabilitasi, seminar, dan penyuluhan yang diselenggarakan pjn harapan kita. c. asuransi kesehatan bagi pasien pjn harapan kita. d. pelayanan melalui call center yang disediakan oleh pjn harapan kita. e. keberadaan jps (jaring pengaman sosial) dan gakin (keluarga miskin) bagi pasien tidak mampu. f. penyampaian informasi kepada pasien melalui koresponden (surat dan brosur) yang dilakukan oleh pjn harapan kita. g. keberadaan fasilitas penyampaian dan pelayanan informasi melalui website dan email yang disediakan oleh pjn harapan kita ii. berdasarkan hasil evaluasi crm pjn harapan kita, dapat diketahui tahap peningkatan crm di pjn harapan kita. 1. peningkatan faktor yang berada di tahap yang paling dominan, yaitu tahap acguire terutama pada faktor kenyamanan, kebersihan, dan kerapian ruangan. 2. tahap selanjutnya adalah tahap enhance, terutama program untuk meringankan biaya yang harus ditanggung pasien. 3. terakhir adalah retain, khususnya peningkatan sarana penyampaian informasi kepada pasien. iii. faktor yang perlu mendapat perhatian utama (kuadran a), yaitu faktor kenyamanan, kebersihan, dan kerapian ruangan pjn harapan kita merupakan faktor yang dianggap penting oleh pasien namun pjn harapan kita belum melaksanakannya sebagaimana yang diharapkan pasien. oleh karena itu, sebaiknya pihak pjn harapan kita lebih memusatkan perhatian pada faktor ini. apabila pjn harapan kita ingin meningkatkan faktor ini, mungkin dapat dilakukan dengan penambahan tenaga kerja cleanning service seiring dengan jumlah pasien yang dirawat di setiap kelas/ruang perawatan. selain itu, sebaiknya dilakukan juga peningkatan sistem pengawasan dan pengendalian pada unit kerja cleaning service. iv. faktor yang dianggap tidak penting oleh pasien dan pihak pjn harapan kita juga kurang melaksanakannya dengan baik (kuadran c). sebaiknya pada masa mendatang perlu dilaksanakan yang sewajarnya saja karena walaupun faktor tersebut dianggap tidak penting oleh pasien tetapi faktor tersebut memberikan kontribusi dalam pembentukan crm yang baik di pjn harapan kita. v. faktor yang dianggap tidak penting oleh pasien tetapi pelaksanaannya dilakukan dengan baik oleh pjn harapan kita (kuadran d). sebaiknya pada masa mendatang penanganannya dilakukan seefisien mungkin. vi. faktor yang dianggap penting oleh pasien dan pjn harapan kita telah melaksanakannya dengan baik (kuadran b), sebaiknya terus dipertahankan bahkan perlu ditingkatkan agar mampu memberikan kepuasan yang lebih kepada pasien. journal the winners, vol. 3 no. 1, maret 2002: 56-78 78 vii. agar dapat memperoleh keunggulan kompetitif secara terus-menerus, disarankan sebaiknya dilakukan juga penelitian terhadap faktor yang mempengaruhi kepuasan pasien diluar crm pjn harapan kita seperti perilaku pasien, daya beli pasien, dan lain-lain. viii. mengingat penelitian yang dilakukan oleh penulis hanya pada sebagian kelas rawat inap, disarankan agar dilakukan penelitian yang menyeluruh di pjn harapan kita. selain itu, hendaknya dilakukan juga peningkatan pelayanan pjn harapan kita secara terus-menerus mengingat kebutuhan pasien yang selalu meningkat. daftar pustaka aditama, tjandra yoga. 2000. management rumah sakit. jakarta: universitas indonesia. brown, stanley. 2000. customer relationship management: a strategic imperative in the world of e-business. [www document. url http://www.amazon.com]. ciptamaya. 1997. definisi crm. [www document. url http://www.indocrm.com/others /indeks.cfm?fuseaction=tentang_crm]. dyche, jill. 2001. the crm handbook: a business guide to crm. [www document. url http://www.amazon.com]. irawan, handi. 2002. 10 prinsip kepuasan pelanggan. jakarta: pt elex media komputindo. kalakota, ravi. 2000. e-business: roadmap for success. massachusetts: addison wesley longman, inc. kotler, philip. 1997. manajemen pemasaran: analisis, perencanaan, implementasi dan kontrol. jilid 1. jakarta: pt prenhallindo. rangkuti, freddy. 2002. measuring customer satisfaction. jakarta: pt gramedia pustaka utama. tjiptono, fandy. 1997. prinsip-prinsip total quality service. yogyakarta: andi offset. yoeti, h. oka a. 1999. customer service cara efektif memuaskan pelanggan. jakarta: pradnya paramita. microsoft word 06_suryanto_strategi investasi.doc strategi investasi di bursa saham (suryanto) 79 strategi investasi di bursa saham suryanto1 abstract investor uses strategy and a certain technique to analyze different situation and condition happened between one and other exchange companies. the strategy is developed based on experiences, research result, analysis, and market surveys in a certain period. articel is the first part of three series which presents, evaluate, examine of the strategy, and consider tactics in sharing share on the market. it is concluded that the investor should use money as loan that should be payed as soon as possible for the sake of its interests. keywords: investation strategy, exchange and share on the market abstrak para investor mengggunakan strategi dan teknik tertentu untuk menyiasati situasi dan kondisi yang berbeda antara satu bursa dengan bursa yang lain. strategi tersebut dikembangkan berdasarkan pengalaman, hasil riset, analisis, dan pengamatan pasar dalam periode tertentu. artikel ini merupakan bagian pertama dari trilogi yang memaparkan, mengevaluasi, menguji strategi, dan taktik bermain saham. disimpulkan bahwa para investor sebaiknya menggunakan uang sebagai pinjaman yang harus dibayar secepat mungkin dengan bunga yang diharapkan. kata kunci: strategi investasi, bursa saham 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 3 no. 1, maret 2002: 79-87 80 pendahuluan pesatnya pertumbuhan ekonomi memacu para pelaku menggunakan berbagai cara untuk memaksimalkan hasil usaha yang dilakukan. para pelaku ekonomi melihat bahwa peningkatan hasil yang diperoleh di pasar tradisional mengalami keterlambatan dalam mencapai hasil maksimum sehingga berbagai upaya dilakukan melalui kemajuan teknologi. lalu, lahirlah ide perkembangan surat berharga yang semakin mempercepat arus perdagangan di pasar modal. pelaku ekonomi yang selanjutnya disebut sebagai investor, berupaya untuk memaksimalkan hasil yang diinvestasikan dengan berbagai instrumen seperti analisis laporan keuangan dan teknik yang digunakan untuk melakukan tindakan investasi. secara umum, banyak cara yang digunakan dan bersifat universal dalam investasi yang berlaku sepanjang masa. dengan analisis laporan keuangan dan teknik yang digunakan, para pelaku pasar dapat memaksimalkan hasil investasi yang diharapkan. banyak strategi yang digunakan untuk menghasilkan tingkat pengembalian maksimal dengan teknik yang dipakai seperti teknik january effect. teknik itu digunakan untuk menyiasati aspek perpajakan yang berlaku di amerika namun tidak berlaku di indonesia. dengan demikian, teknik yang dipakai sangat tergantung pada kebiasaan yang digunakan suatu pasar modal tertentu. oleh karena itu, para pelaku pasar harus jeli melihat kecenderungan yang terjadi di pasar modal dan mengamati data statistik pergerakan saham sebelumnya kemudian menggabungkan berbagai faktor analisis untuk membuat keputusan investasi. pembahasan pengertian investasi pola mengembangkan kekayaan sudah dilakukan oleh orang di zaman dahulu hingga sekarang. namun, terdapat beberapa hal yang membedakan pola pengembangan kekayaan zaman dahulu dengan sekarang. pola pengembangan kekayaan zaman dulu yang berlangsung hingga sekarang ini ditujukan pada hal yang berbentuk fisik seperti tanah, gedung, ternak, kendaraan, mesin, dan segala hal yang berwujud. pola pengembangan itu lebih dikenal dengan istilah investasi real assets. namun dengan perkembangan dunia usaha dan pola berpikir dewasa ini, pola pengembangan kekayaan sudah mulai beralih, tidak hanya pada bidang yang berwujud tetapi sudah mulai beralih pada bidang surat berharga seperti deposito, obligasi, valas, maupun portofolio saham. pola investasi itu lebih dikenal dengan financial assets. dari semua kegiatan yang dilakukan untuk menambah kekayaan, pada hakikatnya merupakan kegiatan investasi. dengan kata lain, investasi merupakan upaya untuk mengalokasikan sejumlah dana pada salah satu atau beberapa wadah investasi yang tersedia dengan harapan memperoleh keuntungan. pada investasi financial assets, dituntut untuk menginvestasikan waktu agar mendapatkan informasi yang terbaru dan konkret dalam melakukan investasi di pasar saham. investasi di bursa saham membutuhkan pergerakan cepat dalam mendapatkan rumor yang benar serta keahlian tertentu dalam menjabarkan informasi dan laporan keuangan guna memaksimalkan hasil yang akan diperoleh. strategi investasi di bursa saham (suryanto) 81 karakteristik pasar modal sebelum melakukan investasi saham, sebaiknya diketahui karakteristik pasar modal khususnya pasar modal saham. ciri pertama, seperti sifat perkiraan aktiva lancar yang lain, surat berharga seperti saham merupakan perkiraan yang bersifat liquid karena pasar setiap saat siap melakukan penjualan maupun pembelian. ciri kedua, penjual maupun pembeli mempunyai kesempatan yang sama untuk memperoleh informasi yang memadai melalui berbagai media informasi yang tersedia. untuk memperoleh informasi yang konkret dan akurat, dibutuhkan kejelian dan usaha ekstra dalam mencari informsi guna melengkapi keputusan yang akan dibuat atas investasi kita. melalui informasi tersebut, dapat ditafsirkan dampak informasi dan peristiwa yang sedang maupun akan terjadi atas pergerakan saham di bursa saham. sebagai contoh, bank indonesia mengumumkan penurunan suku bunga pasar. hal itu akan berdampak terhadap nilai indeks saham gabungan di bursa. adanya penurunan suku bunga, berarti investasi yang dilakukan oleh para investor tidak akan sebesar yang diharapkan sebelumnya. mereka cenderung mencari hasil investasi yang lebih besar lagi seperti saham yang mungkin akan membexrikan hasil berlipat ganda daripada bunga di bank. hal seperti itu akan lebih dirasakan oleh pelaku pasar di negara maju yang sudah terbiasa dengan pasar modal. selain negara maju, negara berkembang pun akan merasakan dampak penurunan suku bunga di amerika karena banyak penanam modal asing yang berdagang saham di negara berkembang seperti indonesia. dengan banyaknya permintaan pembelian, secara otomatis akan menaikkan indeks harga saham secara keseluruhan. ciri ketiga dalam perdagangan saham, para pialang akan mengenakan biaya atas transaksi yang terjadi baik itu transaksi penjualan maupun pembelian dengan biaya yang cukup minim sebesar 0,3% untuk transaksi pembelian saham dan 0,4% untuk transaksi penjualan saham. dengan biaya yang minim, diharapkan tidak menjadi beban bagi pelaku saham untuk menjual dan membeli saham dalam frekuensi yang cukup tinggi. dengan demikian, perdagangan saham dapat diberdayakan untuk mendorong perputaran yang tinggi atas dana di pasar modal. ciri terakhir pasar modal adalah harga mengikuti informasi yang berkembang di pasar. seperti hukum permintaan dan penawaran dalam ekonomi, semakin tinggi permintaan, mengakibatkan naiknya harga suatu objek dari nilai yang diperdagangkan. di bursa saham, juga berlaku hal yang sama untuk perdagangan saham. ketika banyak investor melakukan transaksi beli, pada saat itu akan terjadi kenaikan saham yang diperdagangkan dan secara tidak langsung mengangkat nilai saham gabungan. pelaku pasar modal pada bagian lain pasar modal, terdapat dua jenis pasar yang terjadi di bursa saham. pertama, dikenal dengan pasar primer. di pasar primer, terjadi penawaran yang dilakukan oleh perusahaan atas aset yang dimiliki kepada suatu sindikat penjamin yang bersedia menanggung semua risiko yang mungkin terjadi atas penjualan saham yang diterbitkan perusahaan yang akan go public untuk diperjualbelikan pada pasr sekunder. perusahaan yang ingin go public, sebelum menerbitkan sahamnya ke pasar harus mendapatkan pemeriksaan dari bapepam yang memastikan bahwa perusahaan yang bersangkutan memang sehat dan layak. pemeriksaan berkaitan dengan peningkatan laba selama lima tahun terakhir, anggaran dasar dan anggaran rumah tangga, jumlah saham yang akan diterbitkan dan banyak lagi hal lain yang diperiksa berkaitan dengan persetujuan journal the winners, vol. 3 no. 1, maret 2002: 79-87 82 yang akan diberikan kepada perusahaan yang akan go public. pada pasar ini, sindikat penjamin mendapatkan harga dari perusahaan yang ingin menjual saham ipo-nya di bursa saham dengan harga yang lebih murah atau dengan diskon tertentu. setelah kesepakatan disetujui, sindikat penjamin baru menawarkan ke pasar sekunder. penawaran saham dari sindikat penjamin kepada para pialang yang ada di bursa saham kepada masyarakat yang dikenal dengan nama pasar sekunder. di pasar itu, seluruh lapisan masyarakat yang memiliki account pada para pialang dapat melakukan transaksi beli maupun jual melalui pialang yang telah terdaftar di bursa saham dengan dikenakan biaya transaksi atas kegiatan jual beli yang dilakukan. sifat investasi melalui pialang itu, para pelaku pasar yang kemudian lebih dikenal lagi dengan istilah spekulator dan investor melakukan transaksi beli dan jual. pada dasarnya disebut sebagai spekulator karena pelaku pasar yang hanya menempatkan modalnya untuk jangka waktu yang relatif pendek (sort term) dengan mengharapkan tingkat pengembalian yang relatif tinggi dari pergerakan harga pasar atau disebut tindakan profit taking untuk mengambil selisih harga jual terhadap harga beli yang lebih tinggi. disebut sebagai investor karena para pelaku pasar yang melakukan tindakan penyertaan modalnya untuk jangka waktu permanen (long term). melalui investasi itu, investor mengharapkan pertumbuhan deviden serta kenaikan harga yang lebih tinggi di masa mendatang. misalnya, dengan rumus menghitung nilai harga saham bagi perusahaan yang pertumbuhan devidennya konstan di masa akan datang dengan rumus p = d (1+g)/(ks-g). namun, harus disadari bahwa rumus tersebut tidak berlaku untuk kondisi ekonomi dan politik indonesia yang sedang tidak stabil. secara manajemen, pola investasi jangka panjang dengan jumlah saham yang relatif besar (antara 30% hingga di atas 50%) mempunyai hak kendali atas perusahaan berdasarkan hak suara yang dimiliki. hak para pemegang saham biasanya tunduk kepada hukum dan peraturan yang berlaku di negara bersangkutan. melalui uraian tersebut, dapat dibedakan antara spekulator atau investor tetapi yang jelas kedua pelaku pasar itu menyertakan modal mereka di bursa saham. teknik analisis bagi pelaku pasar yang bertujuan investasi jangka panjang, perlu melakukan kombinasi analisis fundamental maupun analisis teknikal. melalui tingkat analisis yang teliti berdasarkan laporan keuangan perusahaan, dapat diketahui kondisi perusahaan. dari hasil analisis keuangan yang dihasilkan serta rasio yang digunakan, dapat diinterpretasikan laporan keuangan dengan analisis teknikal menjadi informasi yang berguna dalam mengambil keputusan investasi yang tepat. analisis teknikal ditujukan untuk investasi jangka pendek yang lebih banyak melihat dan mendengar perkembangan ekonomi maupun politik di luar dan dalam suatu negara serta kebijakan manajemen atau rumor yang ada dalam perusahaan bersangkutan. strategi investasi untuk memperoleh hasil maksimal, harus dilihat berbagai segi baik perkembangan ekonomi maupun politik dalam dan luar negeri. terdapat beberapa cara untuk memperoleh hasil yang maksimal seperti membeli saham di pasar primer dan dijual di pasar sekunder. artinya, saham dibeli sebagai sindikat penjamin dan menjualnya melalui para pialang kepada masyarakat. dengan cara itu, diperoleh keuntungan yang cukup besar melalui negosiasi dengan perusahaan strategi investasi di bursa saham (suryanto) 83 yang akan meluncurkan saham ipo hingga 35%. untuk itu, diperlukan dana yang besar. bila dana tidak memadai, dapat membeli saham di pasar sekunder dengan jumlah pembelian minimal 1 lot atau 500 lembar saham. untuk membeli, harus diketahui kapan akan dibeli dan dijual. oleh karena itu, perlu menggunakan data terdahulu untuk mendapatkan nilai pembelian yang paling menguntungkan (paling rendah) dengan melihat kondisi pertumbuhan ekonomi yang diprediksi akan mengalami pertumbuhan dan kenaikan harga yang cukup memuaskan sesuai dengan margin yang diharapkan. untuk mendapatkan hasil yang maksimal, harus bermain di sektor yang perkembangan berita maupun rumornya dapat menjanjikan hasil yang maksimal. strategi perdagangan pada pelaksanaan perdagangan saham, terdapat beberapa hal yang harus diperhatikan. hal itu berkaitan dengan pemilihan pialang yang terpercaya dan kuat, margin yang diharapkan, antisipasi kemungkinan hal terburuk yang akan terjadi, dan faktor psikologis. pelaksanaan perdagangan contoh kasus, seorang investor pergi keluar kota. dia menitipkan 90 lot saham dan uang sejumlah 20 juta rupiah kepada sebuah perusahaan efek lokal agar dapat tetap memberikan order transaksi dari luar jakarta. ketika kembali ke jakarta, ia dikejutkan dengan raibnya saham dan uang yang dititipkan karena perusahaan efek tersebut telah bangkrut (kontan no. 41, tahun iii, 12 juli 1999). hal itu hanya gambaran sebuah kasus investor yang dirugikan oleh pialang. masih banyak kasus lain yang merugikan para investor. oleh karena itu, para investor dituntut untuk berhati-hati dalam menyeleksi commission house, para dealer atau pialang. dengan demikian, kita dituntut untuk jeli mencari informasi tentang commission house yang berkompetensi penuh dalam memberikan rekomendasi untuk membeli saham tertentu yang menjanjikan keuntungan berlipat. atas rekomendasi tersebut, kit apun harus menganalisis kembali rekomendasi yang diberikan dengan realita dan informasi yang kita peroleh, sampai kita yakin bahwa rekomendasi yang diberikan akan memberi keuntungan. selain commission house, kita juga harus memilih pialang yang tepat dan sesuai dengan kebutuhan. jika kita membutuhkan nasihat investasi, pilang yang mempunyai dukungan commission house yang dipilih. bila ingin mempercayakan dana untuk dikelola pialang, pilihlah pialang yang berlisensi di bidang manajemen investasi. jika ingin memperlancar investasi di pasar perdana, sebaiknya investor memilih pialang yang memiliki izin serta berpengalaman sebagai penjamin emisi. selain commission house dan pialang yang berpengalaman, perlu diperhatikan fasilitas dan sistem operasinya. kita harus melihat apakah boot yang dimiliki di lantai bursa cukup banyak untuk mengeksekusi pesanan dari pelanggan dengan cepat dan apakah back office sistem yang dimiliki pialang sudah memadai dan mampu menangani semua transaksi dengan baik. hal yang tidak kalah pentingnya adalah struktur modal. mungkin anda bertanya untuk apa modal besar diperlukan oleh pialang. bukankah pialang beroperasi dengan dana nasabah dan mendapat komisi. masalahnya, pialang yang bermodal besar dapat menawarkan fasilitas yang lebih lengkap seperti mempekerjakan tenaga analis yang lebih banyak dan berpengalaman. lengkapnya fasilitas yang disediakan berarti kecepatan transaksi dan pembukaan account lebih mudah dilakukan. journal the winners, vol. 3 no. 1, maret 2002: 79-87 84 margin perdagangan hasil dan risiko investasi bagaikan dua sisi mata uang. merupakan hal yang tidak realistis untuk menginginkan hasil tetapi tidak bersedia menanggung risiko investasi. harus disadari bahwa harapan setiap investasi adalah apa yang akan dihasilkan hari esok, apakah itu bunga, deviden, capital gain, atau laba usaha langsung. tidak ada jaminan investor akan memperoleh hasil seperti yang diharapkan. bunga bank dapat digerogoti inflasi, perusahaan dapat gagal mencetak laba, dan harga saham dapat menurun. para investor harus realistis dalam berinvestasi. agar tujuan investasi tercapai, harus dibuat rencana investasi yang sesuai dengan kondisi finansial yang tersedia. contohnya berapa hasil investasi yang diharapkan dan berapa lama waktu yang tersedia untuk mencapai tujuan dan saran investasi yang dipilih. untuk itu, dapat dilakukan pembelian saham satt ihsg sedang turun karena mungkin memperoleh keuntungan. teknik lain mendapat keuntungan dengan membeli saham saat di pasar ada rumor atau isu yang berkembang tentang pembenahan manajemen atau tindakan akuisisi maupun merger yang mungkin digunakan. pada saat ini, umumnya akan menaikkan nilai pasar dari saham yang diperdagangkan. kemudian, harga saham akan turun ketika kegiatan manajerial telah dipublikasikan. keuntungan dapat terealisasi bila harga yang diperkirakan tinggi. harus diwaspadai bila harga mengalami penurunan. untuk itu, perlu dilakukan diversifikasi dengan cara membagi investasi di beberapa sektor yang berprospek baik. langkah itu dilakukan untuk mengantisipasi kemungkinan terburuk pasar terhadap perdagangan saham di bursa efek. jika salah satu saham mengalami penurunan harga, perputaran semua dana investasi tidak terhenti karena dapat berdagang saham di sektor lain yang harganya mengalami kenaikan. dengan demikian, telah dilakukan pembagian risiko. dalam menerapkan kebijakan investasi, hendaknya investor memilih saham yang memberi hasil sesuai dengan tujuan. berdasarkan potensi hasil itu, kategori saham terdiri dari empat, yaitu income stock, growth stock, total return stock, dan speculative stock. income stock merupakan saham emiten yang mempunyai kebijakan pembayaran deviden yang relatif tinggi dan konsisten. investor hendaknya melihat pertumbuhan deviden yang dibayarkan selama sedikitnya lima tahun ke belakang. jenis saham itu merupakan saham yang paling rendah risikonya. untuk growth stock, investor lebih mengutamakan pertumbuhan pendapatan dan laba emiten daripada pertumbuhan deviden. untuk melihat risiko growth stock, investor dapt membandingkan kinerja portofolio dengan tolok ukur (benchmark) yang dievaluasi setahun sekali atau tiga bulan sekali. total return stock merupakan saham yang membagi deviden dan mempunyai pertumbuhan harga saham yang baik. itu termasuk saham jenis blue chip yang mempunyai pergerakan saham dan volume yang cepat. saham speculative stock berpotensi memberi keuntungan besar dalam tempo singkat seperti saham baru dan emiten di bidang industri yang sedang dalam tahap pengembangan. untuk investasi spekulatif, kesulitan terbesar menjaga laju pasar yang berubah karena peluang akan muncul dan hilang dalam beberapa menit saja. strategi investasi di bursa saham (suryanto) 85 psikologis perdagangan dari serangkaian transaksi yang dilakukan, para pelaku pasar mungkin akan terkena dampak psikologis seperti tingginya harapan pelaku pasar agar harga saham pasar mengalami kenaikan. namun bila harapan yang dinanti-nantikan tidak terwujud, akan mengalami kekecewaan. kekecewaan itu menimbulkan kecemasan yang berlarut-larut. semua itu terjadi karena sifat serakah yang terdapat pada perilaku pasar. itu merupakan suatu keserakahan yang harus dihindari untuk mengelak kerugian. hal lain yang biasa terjadi pada pelaku pasar adalah sikap terlalu bangga dengan hasil yang pernah diperoleh. karena dahulu pernah memperoleh keuntungan yang cukup besar, sekarang menginginkan hal yang sama sehingga merugi. kecenderungan yang sering terjadi pada pelaku pasar, yakni mengikuti arus pasar. banyak yang membeli saham tertentu tanpa menganalisis dan mencari informasi yang memadai. padahal, hal itu akan berisikio gagal lebih besar seperti terbawa arus turun naiknya harga untuk jangka waktu yang lama. taktik perdagangan untuk meyikapi berbagai dampak psikologis perdagangan, kerugian yang terjadi dapat dibatasi. caranya mencari saham yang dapat memberi capital gain. jika harga saham turun, yang harus dilakukan menjual saham itu di saat yang tepat. ganti saham tersebut dengan saham lain yang diperkirakan akan memberikan keuntungan. dalam melakukan transaksi, para pelaku pasar harus menganalisis rasio risiko dan tingkat pengembalian untuk menentukan keuntungan dan kerugian yang akan terjadi. hal ini akan melatih kedisiplinan mereka. untuk itu, perlu ditentukan waktu perdagangan yang tepat untuk memaksimalkan laba dan meminimalkan rugi. dalam bertransaksi, perlu disadari modal yang tersedia untuk menenmpatkan porsi yang sesuai jumlah modal yang ada. untuk itu, terdapat beberapa asumsi yang digunakan untuk perhitungan komposisi investasi. investasi sebaiknya memakai dana yang telah disisihkan. bila terjadi kerugian atau penurunan harga, tidak akan mempengaruhi kebutuhan sehari-hari. dengan menajemen dana, dapat dihindari pengorbanan tidak terduga akibat kebutuhan mendadak. kesalahan umum dalam investasi banyak pelaku pasar yang hanya mengikuti pergerakan arus pasar tanpa melakukan analisis pasar yang lebih menyeluruh seperti laporan keuangan maupun isu yang sedang berkembang di pasar. jika tidak dilakukan, hal itu akan menjadi hambatan dalam memperoleh keuntungan maksimal. untuk itu, perlu dihindari perilaku mengekor pasar karena ada kemungkinan akan terjebak situasi saat harga saham mulai naik dan seorang investor baru masuk, pada saat itu mungkin pelaku pasar lain sudah melakukan profit taking. bukan hal realistis jika investor menolak kerugian. dalam berinvestasi, pasti terdapat risiko merugi atau untung sehingga perlu diantisipasi sejak awal. banyak pelaku pasar yang mengalami goncangan jiwa ketika mengalami kerugian akibat merosotnya harga saham. untuk itu, mereka perlu berbesar hati dalam menghadapi keadaan terburuk. selain realistis, para pelaku pasar juga harus mempunyai analisis akurat untuk menentukan return yang diperoleh. jika tidak dilakukan, capital gain yang didapat tidak maksimal journal the winners, vol. 3 no. 1, maret 2002: 79-87 86 yang dikenal dengan istilah asal untung. jika perilaku pasar tidak menguntungkan, para pelaku pasar harus berubah haluan untuk menghindari kerugian yang lebih besar. hal itu harus dilakukan dan jangan terlalu percaya diri dengan analisis awal yang telah dilakukan karena mungkin saja hasil analisis tersebut tidak didukung situasi politik dan ekonomi yang stabil. untuk membaca keadaan, pelaku pasar dapat menggunakan hati nurani dalam berinvestasi. hati nurani kadang kala akan memberikan pergerakan tersendiri terhadap keadaan yang sedang terjadi di pasar regional maupun nasional untuk transaksi jual beli. agar hasil investasi yang ditanam memberi nilai maksimal, dibutuhkan konsentrasi yang cukup untuk terus memantau dan mendapat informasi yang berkembang di pasar. dengan demikian, para pelaku pasar harus berfokus pada sektor tertentu saja untuk menghindari pecahnya perhatian atau konsentrasi terhadap informasi yang sedang berkembang. tujuannya mengurangi kerugian dan memaksimalkan keuntungan. penutup simpulan kebijakan konvensional mengatakan bahwa investasi hendaknya dimulai dengan menetapkan tujuan, yakni harapan yang didefibisikan dengan spesifik. tujuan investasi sangat beragam mulai dari menghimpun dana tertentu untuk bekal pensiun, biaya pendidikan anak, membeli rumah, mobil, atau yang lainnya guna menghasilkan pertambahan misalnya 20% setahun. tujuan investasi harus realistis agar mudah diwujudkan. tidaklah realistis jika mengharapkan hasil investasi puluhan kali lipat dalam sebulan seperti menang lotere. demikian juga kalau menginginkan capital gain di bursa saham, investor harus siap menerima capital loss. investor hendaknya bersikap prudent dan membuat rencana investasi yang sesuai dengan kondisi finansial yang ada, berapa hasil investasi yang diharapkan, berapa waktu yang tersedia untuk mencapai tujuan serta sarana investasi yang dipilih. dalam menerapkan kebijakan investasi, sebaiknya investor memilih saham yang sesuai dengan tujuan. berdasarkan potensi hasil itu, saham dapat digolongkan menjadi empat kategori, yakni income stock, growth stock, total return stock, dan speculative stock. dengan menentukan tujuan investasi yang baik, membuat aktivitas investasi lebih mudah. keputusan untuk membeli atau menjual saham menjadi lebih mudah karena hanya perlu mencocokkan apakah saham tertentu cocok dengan tujuan. jika tidak cocok, jangan dibeli. jika saham yang dibeli mempunyai kinerja di bawah target atau tolok ukur, investor dapat menjual saham tersebut dan membeli saham lain. memilih satu atau beberapa ratusan saham merupakan pekerjaan yang melelahkan, memakan waktu, tenaga, dan biaya. begitu pula halnya dengan proses pemantauan dan evaluasi portofolio. jika investor tidak mempunyai waktu yang cukup, sebaiknya diserahkan kepada manajer investasi professional atau melakukan investasi melalui unit penyertaan reksadana saham. masalah yang sering dihadapi oleh semua simpanan dan investasi adalah darurat dan situasi lain yang memerlukan dana. kondisi itu sering mengganggu simpanan atau investasi seseorang. jika tidak dapat dihindari, sebaiknya investor memperlakukan penggunaan uang sebagai pinjaman yang harus dibayar secepat mungkin dengan bunga yang diharapkan. dengan strategi investasi di bursa saham (suryanto) 87 cara itu, mereka dipacu untuk tidak lengah dan selalu waspada terhadap setiap pergolakan situasi pasar. daftar pustaka bodie, marcus kane. 1999. investments. edisi 4. mcgraw-hill. cahyono. 2000. 22 strategi dan teknik meraih untung di bursa saham. jilid 1. jakarta: gramedia. kontan. 1999. no. 41 tahun iii, 12 juli. weston. 1992. manajemen keuangan. jilid 2. edisi 8. bina rupa aksara. accounting, business, management, and information system volume 4, nomor 2, september 2003 issn: 1412 1212 pelindung dr. th. widia soerjaningsih once kurniawan, s.kom., m.m. ir. bahtiar s. abbas, m.sc., ph.d. redaktur utama prof. dr. gerardus polla, m.app.sc. dewan redaksi parulian sihotang, ak., m.acc., ph.d. ir. harjanto prabowo, m.m. e.a. kuncoro, s.e., m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) dr. suroso isnandar, m.sc. (university of abertay, united kingdom) marien van den boom, ph.d. (inholland university, the netherlands) editor dra. endang ernawati, m.lib. titik rahayu s., s.s. agung pramanto, s.s. sekretariat hery h.m., s.kom. tri septi wulansari harkat christian zamasi alamat sekretariat subbiro publikasi ilmiah bidang ekonomi, biro penelitian dan publikasi, universitas bina nusantara jl. kebon jeruk raya no. 27, kemanggisan, jakarta barat 11530 telp. (021) 5345830, 5350660 ext. 1706 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subbiro publikasi ilmiah bidang ekonomi universitas bina nusantara accounting, business, management, and information system volume 4, nomor 2, september 2003 issn: 1412 1212 daftar isi kata pengantar................................................................................................................................ v idi setyo utomo keseriusan pengelolaan administrasi materiil di instansi pemerintah (contribution administration management on government institution needs a serious attention)....................................................................................................... 6371 idris gautama penggunaan pengungkit dalam mengembangkan bisnis (the use leveraging in developing business)..................................................................... 72-77 budiman notoatmojo perencanaan model penanggulangan kemiskinan petani berlahan sempit (alleviation model planning for the poor small farmers land-holding)....................... 78-93 parulian sihotang a longitudinal analysis of the indonesian production sharing contracts (psc): the question of economic accountability............................................................................ 94-111 beatrik messah factors influencing indonesian internet users intention on buying books online..... 112-126 ita mariza pengukuran kinerja dengan balanced scorecard (performance measuring using balanced scorecard)...................................................... 127-137 kadiman pakpahan strategi investasi di pasar modal (investment strategy on capital market)............................................................................ 138-147 microsoft word 07_s. liawatimena_analisis strategi pemasaran.doc analisis strategi pemasaran… (s. liawatimena; dkk) 149 analisis strategi pemasaran terhadap tingkat kepuasan pelanggan ojolali.com s. liawatimena1; johan2; selamat3 abstract the purposes of this research is to measure the customer demand in relation to the services of ojolali.com. therefore, it can be considered services that always met the customers demands. in this research, analysis to know the position of the ojolali.com company and suitable strategy to conduct are also done. the results of this research gives a complete description on customer characteristic, buyer behaviour, the percentage of customer demand which is appropriate to level on ojolali.com working performance, and the position of ojolali.com on swot matrix, and the suitable strategy, that is using opportunity to minimize the weakness. keywords: marketing strategy, customer satisfaction, swot analysis abstrak penelitian bertujuan mengukur tingkat kesesuaian harapan pelanggan dengan layanan yang diberikan ojolali.com sehingga dapat diketahui layanan yang sudah memenuhi harapan pelanggan dan layanan yang belum memuaskan pelanggan. dalam penelitian ini juga dilakukan analisis untuk mengetahui letak perusahaan ojolali.com dan strategi yang dianggap cocok pada posisi tersebut. hasil yang diperoleh dari penelitian ini adalah penjabaran lengkap mengenai karakteristik pelanggan, perilaku pembeliannya, persentase tingkat kesesuaian harapan pelanggan terhadap kinerja ojolali.com (79,82%), dan juga dapat diketahui posisi ojolali.com pada matriks swot (wo), dan strategi yang cocok untuk diterapkan, yaitu memanfaatkan peluang dengan meminimalkan kelemahan. kata kunci: strategi pemasaran, kepuasan pelanggan, analisi swot 1 staf pengajar fakultas ilmu komputer, ubinus, jakarta 2 dan 3 mahasiswa fakultas ilmu komputer, ubinus, jakarta journal the winners, vol. 5 no. 2, september 2004: 149-170 150 pendahuluan dunia internet yang mulai banyak diperbincangkan mulai dekade 90-an saat ini menjadi sebuah dimensi baru dalam kehidupan manusia. kehadiran internet dalam kehidupan sehari-hari telah mengubah sebagian besar kebiasaan orang dalam berkomunikasi dengan orang lain, mulai dari sekedar menyampaikan pesan, sampai aktifitas sehari-hari seperti membaca koran, berbelanja dan lain-lain. dengan dukungan teknologi komputer dan infrastruktur jaringan, banyak hal yang dapat dilakukan dengan internet misalnya saja berkembangnya transaksi elektronik yang disebut electronic commerce(e-commerce). hal itu yang banyak digemari oleh pelaku bisnis untuk melakukan bisnisnya dengan cara e-commere. dengan adanya cara baru dalam pemasaran online, otomatis mendorong perusahaan untuk mulai memanfaatkan peluang pemasaran tersebut. dalam melakukan e-commerce itu, perusahaan lokal akan dituntut untuk berpikir secara lokal tetapi bertindak secara global. dengan waktu akses berbelanja 24 jam sehari, tanpa terbatas ruang dan wilayah tertentu, mendorong perusahaan yang melakukan bisnis ecommerce agar tampil semaksimal mungkin untuk memuaskan para pelangannya. salah satu faktor yang disukai oleh perusahaan dalam melakukan bisnis online itu adalah tidak diperlukannya bangunan atau areal untuk memajang barang dagangan mereka karena bisnis online (e-commerce) itu hanya memerlukan sebuah situs yang biasanya dalam bisnis konvensional dapat diibaratkan seperti sebuah toko. di indonesia, sudah banyak sekali berdiri perusahaan atau organisasi yang melakukan transaksi secara elektronik seperti itu, salah satunya adalah ojolali.com. ojolali.com melakukan e-commerce dengan situsnya www.ojolali.com. situs itu menawarkan berbagai jenis produk, baik lokal maupun produk impor. untuk kemudahan mencari, ojolali.com membagi produk tersebut ke dalam beberapa kategori, contoh books, music, flowers, health, gifts, elektronik, dan lain lain. dalam dunia e-commerce, bukan hanya pembelian tunai saja yang ditawarkan. sama seperti dalam bisnis konvensional, bisnis e-commerce juga menawarkan pembayaran dengan cara kredit.. ojolali.com pun mencoba menerapkan hal tersebut, yaitu pembayaran dengan cara kredit untuk produk tertentu. dalam menjalankan usaha e-commerce, perusahaan ojolali.com merasa adanya ketidakseimbangan antara member yang mendaftar dengan jumlah member yang melakukan transaksi pembelian. oleh karena itu, ojolali.com ingin mengetahui sejauh mana tingkat kesesuaian antara kinerja yang diberikan perusahaan terhadap harapan para pelanggan. dengan mencari tahu sejauh mana tingkat kepuasan pelanggan yang menggunakan transaksi e-commerce, diharapkan dapat memberi masukan kepada analisis strategi pemasaran… (s. liawatimena; dkk) 151 perusahaan agar dapat melihat sejauh mana strategi pemasaran yang telah diterapkan dan bagaimana membuat strategi pemasaran yang lebih efektif untuk meningkatkan pendapatan perusahaan. untuk melakukan analisis terhadap strategi pemasaran dan tingkat kepuasan pelanggan, dalam penelitian ini dibatasi pada penerapan strategi pemasaran perusahaan dan pengukuran tingkat kepuasan pelanggan dengan perancangan kuesioner. agar lebih terarah pada tujuan penelitian dan pembahasan, hanya dibahas hal berikut. 1. apakah kinerja yang diberikan ojolali sudah sesuai dengan harapan pelanggan? 2. strategi pemasaran yang dianggap cocok untuk diterapkan oleh ojolali.com sebagai perusahaan yang berbasis ecommerce? dalam penelitian ini, penulis mencoba untuk mengetahui lebih mendalam mengenai stretegi pemasaran ojolali.com dan tingkat kepuasan pelanggan ojolali.com. tujuan penelitian sebagai berikut. 1. menganalisis tingkat kesesuaian antara harapan pelanggan dengan tingkat kinerja perusahaan. 2. menganalisis strategi yang cocok untuk di terapkan oleh ojolali.com. manfaat penelitian adalah agar dapat memberikan masukan kepada perusahaan berupa tindakan yang harus dilakukan untuk meningkatkan efektifitas pemasaran. pengertian internet menurut sutedjo (2001:10), internet (international network) adalah sebuah jaringan komputer yang sangat besar yang terdiri dari jaringan kecil yang saling terhubung menjangkau seluruh dunia. pengertian e-commerce menurut baum (purbo, 2001:2), e-commerce merupakan satu set dinamis teknologi, aplikasi, dan proses bisnis yang menghubungkan perusahaan, konsumen, dan komunitas tertentu melalui transaksi elektronik dan perdagangan barang, pelayanan, dan informasi yang dilakukan secara elektronik. mekanisme e-commerce dalam dunia bisnis menurut kosiur (indrajit, 2001:6), e-commerce melibatkan teknologi komputer dan telekomunikasi secara intensif sebagai sarana untuk melakukan dua hal utama berikut. 1. mengolah data mentah menjadi informasi yang dapat dimanfaatkan bersama oleh para pelaku bisnis dan konsumen. journal the winners, vol. 5 no. 2, september 2004: 149-170 152 2. mendistribusikan data atau informasi tersebut secara cepat dan efisien ke seluruh komponen bisnis yang membutuhkan. menurut indrajit (2001:7), dari beragam jenis aplikasi e-commerce yang ada, secara prinsip mekanisme kerjanya kurang lebih sama, seperti yang terlihat pada gambar 1 berikut ini. gambar 1 mekanisme e-commerce kepuasan pelanggan menurut oliver (dalam supranto, 2000:168-171), kepuasan adalah tingkat perasaan seseorang setelah membandingkan kinerja/hasil yang dirasakan dengan harapannya. jadi, tingkat kepuasan merupakan fungsi perbedaan antara kinerja yang dirasakan dengan harapan. apabila kinerja dibawah harapan maka pelanggan akan kecewa, bila kinerja sesuai dengan harapan maka pelanggan akan puas. begitu juga apabila kinerja melebihi harapan maka pelanggan akan sangat puas. hanson (2000:168-171) mempertimbangkan empat fundamental yang esensial dalam menciptakan kepuasan pelanggan (lihat gambar 2). masing-masing menampilkan produk atau proses suatu perusahaan berinteraksi dengan pelanggan dan memberikan online orders online : soft goods delivery : hard goods searches queries surfing access follow-on sales online ads customers standard orders distribution electronic customer support analisis strategi pemasaran… (s. liawatimena; dkk) 153 bingkai bermanfaat untuk memahami bagaimana jaringan (net) dapat meningkatkan kepuasan pelanggan. gambar 2 arah kepuasan pelanggan jenis dan metode penelitian dalam penelitian ini, metode yang dipergunakan adalah riset deskriptif sesuai dengan tujuan penelitian untuk menguraikan sifat suatu keadaan. riset deskriptif bertujuan untuk menghasilkan informasi yang digunakan untuk memberikan gambaran secara umum mengenai sikap, pendapat, dan persepsi yang diberikan pelanggan terhadap kinerja pelayanan yang diberikan oleh perusahaan. definisi operasional definisi operasional yang digunakan dalam penelitian ini sebagai berikut. 1. pelanggan semua orang yang menuntut perusahaan untuk memenuhi suatu standar kualitas tertentu dan karena itu akan memberikan pengaruh pada performasi (performance) perusahaan. 2. layanan pelanggan (customer service) layanan pelanggan adalah aktivitas yang didesain oleh perusahaan dengan tujuan untuk meningkatkan kepuasan pelanggan baik sebelum, selama, bahkan setelah pembelian. 3. kepuasan pelanggan produk kepuasan pelanggan pu rn a ju al a kt iv it as budaya perusahaan journal the winners, vol. 5 no. 2, september 2004: 149-170 154 suatu tingkatan yang perkiraan kinerja produkny sesuai dengan harapan pembeli. dengan kata lain, kepuasan pelanggan tercipta apabila kinerja/pelayanan yang diberikan oleh ojolali.com sesuai dengan harapan pelanggannya. variabel dan indikator penelitian tabel 1 variabel dan indikator penelitian variabel indikator data pelanggan jenis kelamin usia tempat tinggal pekerjaan pengeluaran per bulan aktifitas pelanggan sumber mengetahui informasi jenis produk yang dicari alasan berbelanja frekuensi pembelian kinerja perusahaan tampilan website pembagian kategori produk kelengkapan produk kelengkapan informasi produk harga yang kompetitif layanan offline kemudahan proses transaksi keamanan transaksi keamanan data pelanggan kecepatan pengiriman barang ketepatan pengiriman barang respon tehadap keluhan dan saran kesesuaian produk yang dipesan teknik analisis data skala likert adalah suatu alat atau metode untuk mengukur sikap, pendapat, dan persepsi responden terhadap suatu obyek yang sedang diteliti. setelah data dikelompokkan dengan teknik pembobotan (rating). hasil pengumpulan data dengan skala likert itu diolah lebih lanjut dengan perhitungan dan diposisikan pada diagram kartesius. skala yang digunakan dalam penelitian ini adalah skala 4 tingkat (sangat penting, penting, cukup penting, dan tidak penting). hal itu dimaksudkan agar data yang analisis strategi pemasaran… (s. liawatimena; dkk) 155 didapat menunjukkan kecenderungan yang jelas, tidak ditengah-tengah. untuk tingkat harapan pelanggan, diberikan bobot sebagai berikut. 1. jawaban penting diberi bobot 4, berarti pelanggan puas. 2. jawaban cukup penting diberi bobot 3, berarti pelanggan cukup puas. 3. jawaban kurang penting diberi bobot 2, berarti pelanggan cukup puas. 4. jawaban tidak penting diberi bobot 1, berarti pelanggan tidak puas. untuk kinerja atau pengalaman, diberikan penilaian dengan bobot sebagai berikut. 1. jawaban sangat baik diberi bobot 4, berarti pelanggan sangat puas. 2. jawaban baik diberi bobot 3, berarti pelanggan puas. 3. jawaban tidak baik diberi bobot 2, berarti pelanggan tidak puas. 4. jawaban sangat tidak baik diberi bobot 1, berarti pelanggan sangat tidak puas. dalam penelitian ini. terdapat 2 buah variabel yang diwakilkan oleh huruf x dan y. “x” merupakan tingkat kinerja perusahaan yang dapat memberikan kepuasan para pelanggan sedangkan “y” merupakan tingkat harapan pelaggan. tingkat kesesuaian adalah hasil perbandingan skor kinerja dengan skor harapan. tingkat kesesuaian itulah yang akan menentukan urutan prioritas peningkatan faktor yang akan mempengaruhi kepuasan pelanggan. rumus yang digunakan sebagai berikut. xi tki = x 100% yi tki = tingkat kesesuaian responden xi = skor penilaian kinerja perusahaan yi = skor penilaian harapan pelanggan selanjutnya, sumbu mendatar (x) akan diisi oleh skor tingkat pelaksanaan sedangakan sumbu diisi oleh skor tingkat harapan. gambaran umum perusahaan sejarah perusahaan pada awalnya adalah ide tentang bagaimana menyediakan kebutuhan produk dan layanan untuk mengungkapkan perhatian dan kepedulian kepada orang-orang di sekeliling lingkungan. terbentuklah ojolali.com, ungkapan yang berasal dari bahasa jawa yang berarti “jangan lupa”. situs ojolali.com telah memulai operasinya sejak bulan desember 1999 dan diluncurkan secara resmi pada tanggal 31 maret 2000. ojolali.com dikembangkan serta dikelola secara teknis oleh pt plexis erakarsa pirantiniaga (plasmedia), perusahaan pengembangan solusi teknologi informasi yang berdiri sejak tahun 1998 dan berkantor di jakarta. journal the winners, vol. 5 no. 2, september 2004: 149-170 156 desain ojolali.com mengalami 3 kali perubahan secara signifikan. perubahan pertama pada september 2000 ketika terjadi penambahan produk dan pada oktober 2001, ojolali.com dibuat sedemikian rupa untuk penyegaran, penambahan produk, dan akses yang lebih cepat. ojolali.com akan mengembangkan berbagai layanan baru, terutama ke arah pasar korporasi. perkembangan perusahaan 1. tahap pertama atau disebut “ojolali i“ adalah permulaan berdirinya situs berbelanja itu dengan menawarkan dua kategori yang saat itu telah terbukti kompabilitasnya dengan dunia internet, yaitu bunga dan kado/hadiah (flower and gifts). pada tahap itu juga, setelah peredaran di dalam lingkungan kecil relasi dan kerabat ojolali.com, situs itu mulai diluncurkan ke pasar umum dengan diadakannya event besar-besaran berupa grand launching. 2. melihat banyaknya permintaan dari konsumen, baik di dalam maupun di luar negeri, untuk diadakannya transaksi menggunakan kartu kredit maka situs ojolali.com melakukan kerja sama strategis dengan salah satu penyedia jasa pembayaran online terbesar di indonesia dengan reputasi ternama yang secara tepat bernama cipas.co.id. kerja sama itu memungkinkan konsumen ojolali.com untuk membebankan transaksi mereka pada tiga kartu kredit, yaitu visa, mastercard, dan american express(amex) dengan perantara pihak ketiga yang terspesialisasi, yaitu cipas.co.id. tahap ekspansi produk dan kerja sama strategis itu dinominasikan dengan nama “ojolali ii“. 3. seiring dengan kemajuan yang dialami ojolali.com, selanjutnya dilakukan ekspansi ke dalam kategori yang merupakan “akar“ bertumbuhnya transaksi online, yaitu kategori buku. guna mendapatkan supplier yang terpercaya dan terjamin kualitasnya, ojolali.com berhasil menggandeng divisi online dari salah satu penerbit ternama di indonesia, yaitu pt gramedia, melalui kerja samanya dengan telemedia. kerja sama itu menandakan dimulainya tahap yang sedang dijalani ojolali.com sampai saat ini, yaitu “ojolali iii“. dalam tahap itu juga, telah ditambahkan kategori elektronik yang mencakup subkategori telephones (mobile, cordless, fixed, fax) serta entertaiment (tv, audio dan video, mini hi-fi, portables, digital camera). pembahasan analisis perilaku pelanggan karakteristik responden responden yang diteliti berjumlah 50 orang, terdiri dari 34 orang pria (68%) dan 16 orang wanita (32%). hal itu menunjukkan bahwa ada perbedaan yang cukup menonjol antara pria dan wanita (selisih 36%) dalam melakukan kegiatan berbelanja online. analisis strategi pemasaran… (s. liawatimena; dkk) 157 dari hasil survei tentang usia, dapat diketahui bahwa tidak ada pelanggan yang berusia di bawah 20 tahun, mayoritas pelanggan ojolali.com adalah kelompok usia 31-40 tahun, yaitu sebanyak 54%. kelompok mayoritas kedua adalah kelompok umur 21-30 tahun sebanyak 40% kemudian diikuti kelompok minoritas, yaitu kelompok usia 41-50 tahun, yaitu sebanyak 6%. hasil survei tersebut menunjukkan bahwa tidak ada responden yang berasal dari kelompok berusia di bawah 20 tahun dan kelompok di atas 50 tahun. hal itu mungkin disebabkan oleh kurangnya pengetahuan tentang teknologi internet dan juga mungkin karena kurangnya rasa kurang peraya pada konsep belanja di internet. berbeda dengan kelompok usia 21-30 tahun dan kelompok usia 31-40 tahun dan mungkin kelompok itu sudah memiliki pengetahuan, kepercayaan, dan kematangan dalam mengambil keputusan. survei mengenai tempat tinggal responden dalam penelitian ini dikelompokkan menjadi empat, yaitu jabotabek, jawa-bali, luar jawa, luar negeri. hasil survei menunjukkan bahwa sebagian responden berasal dari jabotabek (jakarta, bogor, tangerang, bekasi), yaitu sebesar 48% dari total responden, terbanyak kedua berasal dari daerah jawa sampai bali, meliputi bandung, yogyakarta, surabaya, dan kota besar di jawa dan bali, yaitu sebesar 36%. responden yang berasal dari luar pulau jawa tampaknya sangat sedikit, yaitu sebesar 12% ditambah lagi responden yang berdomisili di luar negeri dengan kelompok paling sedikit, yaitu sebesar 4%. hal itu mungkin menunjukkan bahwa tingkat kepercayaan luar negeri terhadap situs online di indonesia masih kurang. dari hasil survei tentang pekerjaan responden, dapat dilihat bahwa sebesar 36% pelanggan ojolali.com adalah karyawan swasta, diikuti dengan mahasiswa sebagai mayoritas kedua sebesar 24%, kemudian para profesional sebesar 20%, para wiraswasta 12%, serta pegawai negeri sebanyak 8%. pelanggan ojolali.com dapat dikatakan sebagian besar adalah orang-orang yang sudah berpenghasilan cukup besar. terlihat pada tabel 5 dan sebesar 44% pelanggan ojolali.com adalah orang-orang yang mempunyai pengeluaran di atas rp5.000.000,00/bulan kemudian sebesar 36% lainnya mempunyai pengeluaran rp2.000.000,00 – rp5.000.000,00/bulan, dan sebanyak 20% mempunyai pengeluaran rp1.000.000,00 – rp2.000.000,00/bulan. perilaku pelanggan pelanggan ojolali.com ternyata mendapatkan informasi dari berbagai sumber. pada penelitian ini, sumber informasi dikelompokkan menjadi 4 kategori, yaitu melalui iklan di internet, surat kabar, teman, atau keluarga dan sumber lainnya. journal the winners, vol. 5 no. 2, september 2004: 149-170 158 berdasarkan hasil survei dapat dikatakan bahwa iklan di internet sangat efektif bagi perusahaan untuk mempromosikan situsnya. hal itu karena lebih dari separuh (56%) pelanggan mengenal ojolali.com dari iklan di internet sedangkan penyebaran informasi dari teman atau keluarga juga cukup efektif, yaitu sebesar 34% pelanggan mengenal ojolali.com dari teman atau keluarganya. oleh karena itu, kepuasan pelanggan sangat perlu diperhatikan sehingga apabila seorang pelanggan merasa puas maka ia akan menceritakan kepada teman dan saudaranya. menurut hasil survei, sebanyak 48% atau hampir setengah dari pelanggan ojolali.com memanfaatkan situs itu untuk membeli hadiah atau bingkisan, dan persentase untuk membeli buku menduduki posisi kedua, yaitu 28%, dah membeli barang lainya sebesar 16%. untuk membeli barang elektronik dengan online, kurang begitu digemari (8%). hal itu karena umumnya orang-orang membeli barang elektronik harus melihat bentuk fisik barang tersebut sehingga menimbulkan kepercayaan terhadap barang tersebut, berbeda dengan hanya melihat gambarnya. dalam bertransaksi, keamanan yang terjamin adalah faktor paling utama untuk menarik minat pembeli. hal itu dapat dilihat dalam tabel 9 berikut ini, yaitu 28 orang dari 50 orang (56%) pelanggan memilih berbelanja di ojolali.com karena adanya jaminan keamanan. faktor yang tidak kalah penting adalah kelengkapan produk. sebesar 24% pelanggan memilih alasan tersebut untuk berbelanja di ojolali.com. proses yang cepat mendapat presentase sebesar 12% dan 8% lainnya memiliki alasan lainnya. mengenai transaksi yang pernah dilakukan di ojolali.com sampai saat ini, survei menunjukkan bahwa para pelanggan ojolali.com kebanyakan melakukan transaksi antara 1-5 kali sebanyak 44% dan 6-10 kali sebanyak 36%, dan untuk jumlah transaksi antara 11 – 15 kali pelanggan ojolali hanya mempunyai presentase sebesar 14%. untuk transaksi >15%, hanya ada 6% pelanggan dari 50 orang pelanggan yang telah melakukannya. analisis kesesuaian responden sesuai dengan konsep dasar bahwa seorang pelanggan akan puas apabila kinerja perusahaan semakin mendekati harapan pelanggan maka analisis yang digunakan dalam penelitian ini adalah analisis yang mengupas dan mengolah data tentang tingkat kinerja dan harapan pelanggan. metode yang digunakan adalah metode penghitungan tingkat kesesuaian responden dan metode rata-rata. sebelum diolah, data setiap faktor terlebih dahulu dimasukkan ke dalam suatu tabel frekuensi harapan dan pengalaman kemudian dikelompokan berdasarkan faktor, faktor pertama adalah tampilan website. berdasarkan hasil survei, dari segi tampilan website, dapat diketahui bahwa kesesuaian responden terhadap faktor itu adalah sebesar 80,90%. dari segi pengelompokan kategori produk, dapat diketahui bahwa kesesuaian responden terhadap faktor itu adalah 84,77%. analisis strategi pemasaran… (s. liawatimena; dkk) 159 dari segi kelengkapan produk, dapat diketahui bahwa kesesuaian responden terhadap faktor itu adalah sebesar 82,74%. dari segi kelengkapan informasi produk, dapat diketahui bahwa kesesuaian responden terhadap faktor itu adalah sebesar 85,00%. dari segi harga yang kompetitif, dapat diketahui bahwa kesesuaian responden terhadap faktor itu adalah sebesar 68,50%. dari faktor layanan offline melalui telepon, diketahui bahwa tingkat kesesuaian responden terhadap faktor itu adalah sebesar 71,42%. dari segi kemudahan proses transaksi, dapat diketahui bahwa tingkat kesesuaian responden terhadap faktor itu adalah sebesar 82,50%. dari segi tingkat kesesuaian responden, dapat diketahui bahwa kesesuaian responden terhadap faktor itu adalah sebesar 87,00%. dari segi keamanan data pelanggan, dapat diketahui bahwa tingkat kesesuian responden terhadap faktor itu adalah sebesar 79,50%. dari segi kecepatan pengiriman barang, dapat diketahui bahwa kesesuaian responden terhadap faktor itu adalah sebesar 82,50%. dari ketepatan pengiriman barang, dapat diketahui bahwa tingkat kesesuian responden terhadap faktor itu adalah sebesar 78,00%. dari segi respons terhadap keluhan dan saran, dapat diketahui bahwa kesesuaian responden terhadap faktor itu adalah sebesar 78,50%. dari segi kesesuaian produk yang di pesan, dapat diketahui bahwa tingkat kesesuian responden terhadap faktor itu adalah sebesar 81,50%. hasil diagram kartesius setelah data dikumpulkan dan diklasifikasikan ke dalam masing-masing faktor dan diberi bobot, data tersebut dirangkum ke dalam satu tabel yang terdiri dari 2 variabel (x, y). variabel x diwakilkan oleh kinerja dan variabel y diwakilkan oleh tingkat harapan responden. setelah data dimasukan kemudian dicari rata-rata x dan y, variabel x dan y yang telah dirata-rata tadi dirata-ratakan lagi. setelah didapat koordinat titik untuk masing-masing faktor maka titik-titik tersebut diposisikan ke dalam suatu diagram yang terdiri dari empat kuadran, yaitu diagram kartesius. journal the winners, vol. 5 no. 2, september 2004: 149-170 160 tabel 24 perhitungan rata-rata penilaian kinerja dan penilaian harapan pada faktor yang mempengaruhi kepuasan pelanggan ojolali.com y . 5 .11. 12. 9 . 3,13. 8 . 7,10 . 4 3.98 . 1 . 6 . 2 0 3.18 x gambar 3 faktor yang mempengaruhi kepuasan pelanggan ojolali.com no. faktor yang mempengaruhi kepuasan pelanggan ojolali.com penilaian pengalaman (x) penilaian harapan (y) x y 1 tampilan website yang menarik 161 199 3,22 3,98 2 pengelompkan kategori produk 167 197 3,34 3,94 3 kelengkapan produk 163 200 3,26 4,00 4 kelengkapan informasi produk 170 200 3,40 4,00 5 harga yang kompetitif 137 200 2,74 4,00 6 layanan offline 140 196 2,80 3,92 7 kemudahan proses transaksi 165 200 3,30 4,00 8 keamanan transaksi 164 200 3,28 4,00 9 keamanan data pelanggan 159 200 3,18 4,00 10 kecepatan pengiriman barang 165 200 3,30 4,00 11 ketepatan pengiriman barang 156 200 3,12 4,00 12 respon terhadap keluhan dan saran 157 200 3,14 4,00 13 kesesuaian produk yang di pesan 163 200 3,26 4,00 = = rata-rata x dan y 3.18 3.98 kuadran a prioritas utama kuadran b pertahankan prestasi kuadran c prioritas rendah kuadran d berlebihan kinerja analisis strategi pemasaran… (s. liawatimena; dkk) 161 dari hasil perhitungan tabel 24 maka diperoleh titik-titik pada diagram kartesius (gambar 3). dalam gambar 3 itu terlihat bahwa letak unsur pelaksana faktor atau atribut yang mempengaruhi kepuasan pelanggan ojolali.com terbagi dalam empat bagian. hasil pengukur faktor atau atribut kepuasan pelanggan itu berdasarkan tingkat harapan dan kinerjanya yang memungkinkan pihak perusahaan untuk dapat menitik beratkan usaha perbaikan untuk hal atau atribut yang benar-benar dianggap penting saja oleh pelanggan atau konsumen. uraian diagram kartesius tersebut dapat dijelaskan seperti berikut. 1. kuadran a faktor atau atribut kepuasan pelanggan ojolali.com berada dalam kuadran itu dan pelaksanaannya perlu diprioritaskan oleh perusahaan. hal itu karena keberadaan faktor itu yang dinilai sangat penting oleh pelanggan sedangkan tingkat pelaksanaannya masih belum memuaskan. faktor yang termasuk dalam kuadran a itu sebagai berikut. harga produk yang kompetitif (= 5). keamanan data pelanggan (= 9). ketepatan pengiriman barang (= 11). respon terhadap keluhan dan saran (= 12). 2. kuadran b menunjukan faktor atau atribut kepuasan pelanggan ojolali.com berada dalam kuadran ini perlu dipertahankan karena pada umumnya tingkat pelaksanaannya telah sesuai dengan kepentingan dan harapan pelanggan. oleh karena itu, dapat memuaskan pelanggan atau konsumen. faktor yang termasuk dalam kuadran b sebagai berikut. tampilan website (= 1). kelengkapan produk (= 3). kelengkapan informasi produk (= 4). kemudahan proses transaksi (= 7). keamanan transaksi (= 8). kecepatan pengiriman barang (= 10). kesesuaian produk yang dipesan (= 13). 3. kuadran c menunjukkan bahwa faktor yang mempengaruhi kepuasan pelanggan ojolali.com berada dalam kuadran itu dinilai masih kurang penting bagi pelanggan sedangkan kualitas pelaksanaannya biasa atau cukup saja. faktor yang ada dalam kuadran c sebagai berikut. layanan offline (= 6) . 4. kuadran d menunjukkan bahwa faktor yang mempengaruhi kepuasan pelanggan ojolali.com berada dalam kuadran itu dinilai berlebihan dalam pelaksanaannya. hal itu terutama karena pelanggan menganggap tidak terlalu penting terhadap adanya faktor tersebut. journal the winners, vol. 5 no. 2, september 2004: 149-170 162 akan tetapi, pelaksanaannya dilakukan dengan baik sekali oleh perusahaan sehingga dapat memuaskan, meskipun menjadi lebih mahal. faktor di dalam kuadran d sebagai berikut. pengelompokan kategori produk (= 19). hasil penelitian hasil analisis karakteristik responden dari hasil penelitian, diketahui bahwa 68% pelanggan ojolali.com berjenis kelamin pria dan 32% adalah wanita yang mayoritas berusia 31 hingga 40 tahun (54%). dilihat dari daerah tempat tinggal, pelanggan ojolali.com terbanyak berasal dari jabotabek (48%), jawa hingga bali menduduki peringkat kedua dengan 36%, sedangkan luar jawa hanya 12 %, dan 4% dari luar negeri. dari segi pekerjaan, karyawan swasta menduduki peringkat pertama dengan 36%, disusul oleh mahasiswa dengan 24%, dan professional 10%. wiraswasta hanya 12% dan sisanya 8% adalah pegawai negeri. berdasarkan hasil itu, dapat disimpulkan bahwa pelanggan ojolali.com adalah pelanggan dengan tingkat ekonomi yang menengah ke atas. hal itu dapat dilihat dari pengeluaran per bulannya dengan persentase terbesar (44%), berasal dari pengeluaran di atas rp5.000.000,00. data selengkapnya dapat dilihat pada tabel 25 berikut ini. tabel 25 penelitian karakteristik responden karateristik responden hasil (jumlah orang) persentase (%) jenis kelamin pria (34) 68 wanita (16) 32 usia 21 30 tahun (20) 40 31 40 tahun (27) 54 41 50 tahun (3) 6 daerah tempat tinggal jabotabek (24) 48 jawa bali (18) 36 luar jawa (6) 12 luar negeri (2) 4 jenis pekerjaan mahasiswa (12) 24 wiraswasta (6) 12 pegawai negeri (4) 8 karyawan swasta(18) 36 profesional (10) 20 pengeluaran per bulan 1.000.000 2.000.000 (10) 20 2.000.000 5.000.000 (18) 36 > 5.000.000 (22) 44 analisis strategi pemasaran… (s. liawatimena; dkk) 163 hasil analisis perilaku pembelian dari penelitian perilaku pembelian terhadap 50 responden (pelanggan), dapat diketahui bahwa 56% pelanggan mendapatkan informasi mengenai ojolali.com dari iklan di internet. bingkisan/hadiah merupakan produk yang paling dicari di ojolali.com, berdasarkan hasil survei sebanyak 48%. data selengkapnya dapat dilihat pada tabel 26. tabel 26 hasil penelitian perilaku pelanggan variabel hasil (jumlah orang) persentase (%) sumber informasi iklan di internet (28) 56 surat kabar (5) 10 teman dan keluarga (17) 34 produk yang dicari buku buku (14) 28 bingkisan/hadiah (24) 48 barang elektronik (4) 8 lain lain (8) 16 alasan bebelanja keamanan terjamin (28) 56 produknya lengkap (12) 24 prosesnya cepat (6) 12 lain lain (4) 8 frekuensi pembelian 1 5 kali (22) 44 6 10 kali (18) 36 11 15 kali (7) 14 >15 kali (3) 6 terjaminnya keamanan dalam bertransaksi (56%) merupakan alasan responden melakukan perbelanjaan. namun demikian, tingginya tingkat keamanan tidak diiringi dengan frekuensi pembelian. hal itu dapat dilihat dari persentase terbesar responden melakukan pembeliaan hanya 1–5 kali saja (44%). dari hasil penelitian juga dapat diketahui bahwa 56% pelanggan mendapatkan informasi mengenai ojolali.com dari iklan di internet sedangkan bingkisan/hadiah merupakan produk yang paling dicari di ojolali.com sebanyak 48%. terjaminnya keamanan dalam bertransaksi (56%) merupakan alasan responden melakukan perbelanjaan. namun demikian, tingginya tingkat keamanan tidak diiringi dengan frekuensi pembelian. hal itu dapat dilihat dari persentase terbesar responden melakukan pembelian hanya 1 – 5 kali saja, yaitu sebesar (44%). hasil analisis tingkat kesesuaian responden dan diagram kartesius dari data yang didapatkan mengenai harapan dan pengalaman pelanggan, didapatkan hasil yang mencerminkan bahwa hampir semua faktor menghasilkan tingkat journal the winners, vol. 5 no. 2, september 2004: 149-170 164 kesesuaian di atas 75%. secara rata-rata, tingkat kesesuaian reponden mencapai 79.82%. hal itu menunjukkan bahwa kinerja ojolali.com sesuai dengan harapan pelanggan dan tingkat kesesuaiannya mencapai 79,82%. hasil selengkapnya dapat dilihat pada tabel 27 berikut ini. tabel 27 hasil analisis tingkat kesesuaian responden tingkat kepuasan responden dibagi menjadi empat tingkatan berdasarkan skala likert sebagai berikut. 1. nilai rata-rata 1-25, berarti sangat tidak puas. 2. nilai rata-rata 26-50, berarti tidak puas. 3. nilai rata-rata 51-75, berarti puas. 4. nilai rata-rata 76-100, berarti sangat puas. dari hasil penelitian, tingkat kesesuaian responden ojolali.com berada pada tingkat 79,82% maka dapat dikategorikan sangat puas. analisis swot suatu perusahaan harus mengetahui kondisi lingkungan tempat produk atau jasanya akan disebarkan. oleh karena itu, perusahaan perlu mengetahui kekuatan (strenght/s) dan kelemahan (weaknesses/w) lingkungan dalamnya (internal) dan juga mengkaji peluang (opportunities/o) serta ancaman (threats/t) dari eksternalnya. kekuatan (strength) yang dimiliki oleh ojolali.com sebagai berikut. 1. jumlah pelanggan yang banyak. 2. produk yang beragam dan bermutu. 3. sumber daya manusia yang terampil dibidangnya. faktor % jumlah (orang) 1 80,9 40 2 84,7 42 3 82,7 41 4 85,0 42 5 68,5 34 6 71,4 35 7 82,5 41 8 82,0 41 9 79,5 39 10 82,5 41 11 78,0 39 12 78,5 39 13 81,5 40 rata-rata 79,82 39,5 analisis strategi pemasaran… (s. liawatimena; dkk) 165 4. terpilih sebagai “situs belanja buku pilihan” versi pc media. 5. sistem pembayaran yang sangat baik. 6. kemudahan mengakses situs ojolali.com. 7. jasa kurir yang baik (pengiriman tepat waktu). kelemahan (weakness) yang dimiliki oleh ojolali.com, antara lain sebagai berikut. 1. harga yang cenderung tinggi pada produk tertentu di banding pesaingnya. 2. promosi yang kurang. 3. jumlah pembeli terhadap pengunjung relatif lebih kecil. 4. kurangnya kantor perwakilan di daerah. 5. segmen pasar yang tidak menjangkau seluruh lapisan masyarakat. kesempatan (opportunity) yang dimiliki oleh ojolali.com, sebagai berikut. 1. pertumbuhan penduduk. 2. daya konsumsi yang cukup tinggi. 3. pola gaya hidup konsumen yang berubah-ubah. 4. prospek e-commerce. 5. banyaknya investor yang tertarik dalam bisnis ini. ancaman (threat) juga dimiliki oleh ojolali.com, antara lain sebagai berikut. 1. afta (asean free trade area). 2. infrastruktur, mahalnya biaya telepon dan internet. 3. budaya, masyarakat lebih suka bebelanja langsung, seperti di mal dan pasar. 4. pengetahuan tentang e-commerce yang masih kurang di indonesia. 5. kondisi perekonomian yang tidak menentu. 6. internet user, belum memasyarakatnya e-commerce di indonesia. 7. banyak bermunculan superstore dimana-mana. tabel 28 matriks efas faktor strategis eksternal bobot rating bobot x rating ancaman: • afta • kondisi perekonomian • kurangnya sarana infrastruktur • budaya masyarakat • adanya superstore 0,15 0,10 0,05 0,05 0,05 3 3 2 1 1 0,45 0,30 0,10 0,05 0,10 peluang : • pertumbuhan penduduk. • daya konsumsi yang makin tinggi • pola gaya hidup yang berubah-ubah. • prospek e-commerce • banyaknya investor yang tertarik 0,20 0,15 0,05 0,10 0,10 4 4 2 3 3 0,80 0,60 0,10 0,30 0,30 total 1,0 3,10 sumber: ojolali.com journal the winners, vol. 5 no. 2, september 2004: 149-170 166 tabel 29 matriks ifas sumber: ojolali.com hasil analisis swot berdasarkan analisis, strategi ojolali.com berada pada posisi wo, yaitu menciptakan strategi dengan meminimalkan kelemahan untuk memanfaatkan peluang. posisi ojolali.com itu dapat dilihat pada gambar 4 berikut ini. strengths (s) weaknesses (w) 4 so wo opportunities (o) st wt threats (t) 0 4 gambar 4 letak strategi ojolali.com faktor strategis internal bobot rating bobot x rating kekuatan: • produk-produk yang beragam dan bermutu • sumber daya manusia yang terampil di bidangnya • terpilih sebagai “situs belanja buku pilihan” versi pc media • sistem pembayaran yang sangat baik • jumlah pelanggan yang banyak 0,20 0,05 0,10 0,10 0,15 4 1 3 3 4 0,80 0,05 0,30 0,30 0,60 kelemahan : • promosi yang kurang • harga yang lebih tinggi dari pesaing • penyediaan barang berada di mitra kerja • jumlah pembeli relatif kecil dibandingkan pengunjung • kurang ada kantor perwakilan di daerahdaerah 0,15 0,10 0,05 0,05 0,05 4 2 1 1 1 0,60 0,20 0,05 0,05 0,05 total 1,0 3,0 2.85 2,65 analisis strategi pemasaran… (s. liawatimena; dkk) 167 matriks swot berdasarkan penelitian, posisi ojolali.com berada pada strategi wo, yaitu strategi yang diterapkan berdasarkan pemanfaatan peluang yang ada dengan cara menimalkan kelemahan yang ada. langkah yang dapat diambil oleh ojolali.com dengan strategi wo adalah dengan cara menghimpun dana kemudian melakukan promosi besarbesaran, serta melakukan strategi harga guna mengatasi persaingan harga yang kompetitif. untuk lebih jelasnya, strategi tersebut dapat dilihat pada tabel 30 berikut ini. tabel 30 matriks swot ifas efas strength (s) • pelanggan yang banyak • produk yang beragam • sdm yang terampil • peningkatan penjualan • situs terbaik • sistem pembayaran weakness (w) • promosi yang kurang • harga yang tinggi • penyediaan barang berada di mitra kerja • kurangnya kantor perwakilan di daerah. • segmentasi pasar tidak ke seluruh lapisan opportunity (o) • pertumbuhan penduduk • daya konsumsi • pola gaya hidup • prospek b2b • investor yang tertarik strategi so • optimalisasi sdm • mempertahankan citra situs • mencari pelanggan sebanyak mungkin • penambahan produk strategi wo • melakukan promosi yang lebih aktif agar lebih dikenal • menerapkan strategi harga • mencari pemasok lain untuk mengatasi masalah harga agar lebih kompetitif threats (t) • afta • infrastruktur • budaya • pengetahuan/knowledge • internet user strategi st • meningkatkan mutu barang serta pelayanan yang lebih baik. • penjelasan teknis melalui social education untuk masyarakat • mengoptimalkan penggunaan teknologi internet strategi wt • menerapkan strategi bisnis baru yang lebih efisien dan efektif • efektifitas pengunaan internet • peningkatan pelayanan kepada pelanggan journal the winners, vol. 5 no. 2, september 2004: 149-170 168 penerapan strategi swot dalam ojolali.com, antara lain dapat dilakukan dengan cara berikut. 1. strategi so • mengoptimalkan sumber daya manusia, misalkan dengan peningkatan standar karyawan pada saat penerimaan karyawan baru, contoh minimal d3 menjadi minimal s1. • mencari investor lain yang bertujuan untuk menambah modal perusahaan sehingga dapat menghadirkan produk yang lebih lengkap dan juga mencari pemasok lain agar didapat barang yang beraneka ragam. • dengan adanya penghargaan sebagai situs terbaik pilihan pc media maka perlu bagi ojolali.com untuk mempertahankan penghargaan tersebut. 2. strategi wo • strategi yang dapat dilakukan ojolali.com antara lain dengan melakukan kerja sama dengan situs lain agar saling me-link antar situs atau dengan menempatkan iklan di situs lain. • strategi lainya adalah dengan cara melakukan strategi harga, yaitu dengan cara mencari supplier lain yang dapat dapat lebih menekan harga sehingga didapat harga yang lebih murah. • penekanan harga seefektif mungkin dari harga yang didapat sehingga dapat bersaingan dengan situs lain dan juga pada bisnis offline (konvensional). 3. strategi st • dalam pengontrolan mutu barang, dapat dilakukan dengan cara menyeleksi barang dari supplier agar barang yang akan dipasarkan oleh perusahaan dapat berkualitas. • penyuluhan dan pengenalan internet dapat membantu mengubah kebiasaan masyarakat dalam pengunaan internet sehingga dapat menambah prospek bagi perusahaan. • untuk daya saing dengan bisnis konvensional, kemudahan dalam bertransaksi harus lebih ditingkatkan, contohnya dengan kerja sama dengan bank swasta yang lebih banyak sehingga dapat memudahkan dalam pengiriman dana. 4. strategi wt • lebih mengefektifkan promosi, contohnya dalam pemasangan iklan. iklan ojolali akan lebih efektif apabila dipasang di majalah komputer daripada dipasang di majalah remaja. • kepuasan pelanggan dapat ditingkatkan dengan cara meningkatkan pelayanan yang telah ada, contohnya dalam ketepatan pengiriman barang, apabila jasa kurir yang dipakai dirasa tidak dapat memenuhi pesanan dengan tepat maka perlu dilakukan pengantian jasa kurir. • perlunya dilakukan pencarian investor baru sehingga dapat meningkatkan modal perusahaan. hal tersebut dilakukan agar dapat membuat kantor perwakilan guna melayani pemesanan maupun keluhan dari konsumen. analisis strategi pemasaran… (s. liawatimena; dkk) 169 penutup simpulan berdasarkan penelitian yang telah dilakukan, diperoleh simpulan sebagai berikut. 1. mayoritas pelanggan ojolali.com adalah pria (68%), berusia 31-40 tahun (54%). mayoritas mereka tinggal di indonesia, khususnya jabotabek (48%). pelanggan ojolali dapat dikatakan kebanyakan dari kalangan menengah ke atas karena mayoritas pengeluaran mereka di atas 2 juta rupiah perbulan (80%). 2. umumnya, pelanggan ojolali.com mengenal ojolali dari iklan di internet (56%), kebanyakan produk yang mereka cari adalah hadiah/bingkisan (48%). terjaminnya keamanan merupakan faktor pendorong terbesar para pelanggan melakukan transaksi di ojolali (56%) yang kebanyakan telah melakukan transaksi sebanyak (44%). 3. dari 13 faktor yang diberikan oleh ojolali.com, ada empat faktor yang harus menjadi prioritas utama, yaitu harga yang kompetitif, keamanan data pelanggan, ketepatan pengiriman barang, dan respons terhadap keluhan dan saran. hal itu karena pelanggan mengangap faktor tersebut sangat penting kemudian ada tujuh faktor, yaitu tampilan website, kelengkapan produk, kelengkapan informasi produk, kemudahan proses transaksi, keamanan transaksi, kecepatan pengiriman barang, kesesuaian produk yang dipesan yang perlu dipertahankan agar dapat bersaing dengan perusahaan sejenis. terdapat 1 faktor yang dianggap berlebihan pelayanannya, yaitu pengelompokan kategori produk dan 1 faktor lagi dianggap tidak begitu penting sehingga mereka menggangap tidak perlu diutamakan pelaksanaannya. dari hasil analisis tingkat kesesuaian antara kinerja yang diberikan ojolali.com dengan harapan pelanggan, tingkat kesesuaiannya mencapai 79,82%. hal itu dapat dianggap bahwa tingkat kepuasan pelanggan ojolali.com sebesar 79,82% (puas). 4. dari hasil analisis penerapan strategi dengan metode swot, diketahui ojolali.com berada dalam penerapan strategi w dan ojolali.com harus menciptakan strategi yang meminimalkan kelemahan untuk memanfaatkan peluang, seperti melakukan promosi yang lebih aktif dan melakukan strategi harga. saran saran yang dapat diberikan kepada ojolali.com sebagai berikut: 1. ojolali.com sebaiknya menerapkan suatu konsep yang orientasi perusahaannya dipusatkan kepada pelanggan sehingga apabila dikemudian hari ingin mengambil keputusan ataupun ingin membuat kebijakan, selalu bertolak pada kepuasan pelanggan. 2. mayoritas pelanggan ojolali.com dapat dikategorikan sebagai masyarakat yang tingkat ekonominya berada pada tingkat menengah ke atas. hal itu dilihat dari tingkat journal the winners, vol. 5 no. 2, september 2004: 149-170 170 pengeluaran mereka per bulan. untuk kalangan masyarakat seperti itu, mereka lebih mengutamakan pelayanan sedangkan harga produk di nomor duakan. daftar pustaka anonymous. apa dan bagaimana e-commerce. 2002. semarang: wahana komputer dan yogyakarta: andi. hanson, ward. 2000. pemasaran internet. jakarta: salemba emban patria. indrajit, r. 2001. koleksi tulisan dan pemikiran e-commerce: kiat dan strategi bisnis di dunia maya. jakarta: elex media komputindo. indriantoro, nur dan bambang supomo. 1999. metodologi penelitian bisnis. yogyakarta: bpfe. oetomo, budi. 2001. perspektif e-business: tinjauan teknis, manajerial, dan strategi. yogyakarta: andi. ojolali. 2003. http://www.ojolali.com. rangkuti, freddy. 2003. analisis swot: teknik membedah kasus bisnis. jakarta: gramedia pustaka utama. robinson, r. dan john pearce. 1998. manajemen strategik. jakarta: binarupa aksara. sukirno, sadono. 2002. pengantar teori mikroekonomi. jakarta: rajagrafindo persada. supranto, j. 2001. pengukuran tingkat kepuasan pelanggan untuk menaikkan pangsa pasar. jakarta: rineka cipta. tjiptono, fandi. 2001. strategi pemasaran. yogyakarta: andi wahyudi, aang dan purbo o.w. 2001. mengenal e-commerce. jakarta: elex media komputindo. vol. 19 no. 1 march 2018 economic, business, management, and information system journal winnersthe journal p-issn 1412-1212 e-issn 2541-2388 editor in chief rudy aryanto management department, bina nusantara university, indonesia managing editors arta moro sundjaja information system department, bina nusantara university, indonesia noerlina information system department, bina nusantara university, indonesia national editor board engkos ahmad kuncoro management department, bina nusantara university, indonesia idris gautama so management department, bina nusantara university, indonesia yasintha soelasih management department, atmajaya university, indonesia levyda levyda management department, sahid university, indonesia agus zainul arifin management department, tarumanegara university, indonesia language and layout editor dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat haryo sutanto bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winner focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been indexed by academic research index (research bib), science and technology index (sinta), microsoft academic search, indonesian publication index (ipi) bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl.kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: asundjaja@binus.edu, hsutanto@binus.edu, thewinner@binus.edu, http://journal.binus.ac.id/index.php/winners contents irene teresa rebecca; anita maharani exploration of methods for small businesses in determining the brand positioning through marketing mix concept .............................................................................................. 1-7 yulia magdalena; togar alam napitupulu critical factors in e-learning that influence student motivation and collaboration in indonesian higher education institution ................................................................................. 9-19 sebastianus laurens influence analysis of dps, eps and pbv toward stock return and prices .............................................. 21-29 regina inderadi; larasati adiannisa; nugroho j. setiadi the business strategy analysis of a forwarding company in indonesia ............................................... . 31-43 rosalin ayal; isanawikrama; yud buana the implementation of training and development program study case: pt bank negara indonesia branch .... 45-52 banon amelda; erna bernadetta s analysis of banking industry performance efficiency in indonesia using parametric and nonparametric methods .... ............................................................ 53-67 journal p-issn 1412-1212 e-issn 2541-2388 vol. 19 no. 1 march 2018 economic, business, management, and information system journal winnersthe microsoft word 03 _bagus s._ input-output-ok.doc mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 33 mengartikulasikan tabel input-output dan kerangka analisisnya budi cahyono1; bagus sumargo2 abstract input -output (i-o) table can be used to analyse economic projection and present some service and good transactions in production activities, final demand, and bruto added value (bav). i-o table can help to analyse government policy, such as impact analysis to output, bruto added value, and worker needed. keywords: input -output table, economic projection, government policy abstrak tabel input -output merupakan alat yang efektif untuk analisis dan proyeksi perekonomian dalam suatu perencanaan pembangunan. tabel tersebut menyajikan informasi transaksi barang dan jasa yang digunakan dalam kegiatan produksi, permintaan akhir dari komponen penyediaan (supply) , dan nilai tambah bruto (ntb). analisis lanjutan berdasarkan tabel ini adalah analisis dampak dari suatu kebijakan pemerintah terhadap output, ntb, dan kebutuhan jumlah tenaga kerja. kata kunci: tabel input -output, proyeksi perekonomian, kebijakan pemerintah pendahuluan 1 peneliti bps 2 staf pengajar fmipa, ubinus, jakarta dan peneliti bps journal the winners, vol. 6 no. 1, maret 2005: 33-50 34 tabel input -output pada dasarnya hanyalah merupakan suatu sistem pencatatan ganda (double entry system) dari neraca transaksi yang terjadi antarprodusen dalam suatu perekonomian. tabel input -output sebagai sistem penyajian data, sebenarnya telah mulai dikembangkan pada dekade 1930-an oleh profesor wasilly leontief. tabel input -output (io) indonesia disusun dengan maksud untuk menyajikan gambaran tentang hubungan timbal balik dan saling keterkaitan antarsatuan kegiatan (sektor) dalam perekonomian di indonesia secara menyeluruh. bentuk penyajian tabel i-o adalah matriks dan masing-masing barisnya menunjukkan bagaimana output suatu sektor dialokasikan untuk memenuhi permintaan antara dan permintaan akhir sedangkan masing-masing kolomnya menunjukkan pemakaian input antara dan input primer oleh suatu sektor dalam proses produksinya. penyusunan tabel i-o selain mampu menghasilkan alat yang efektif untuk analisis dan proyeksi perekonomian dalam suatu perencanaan pembangunan, dapat juga dijadikan landasan untuk menilai dan mengetahui berbagai kelemahan data statistik lainnya. dengan demikian, hasil dari penyusunan suatu tabel i-o selanjutnya dapat dimanfaatkan dalam usaha penyempurnaan sistim perstatistikan nasional. pengertian dasar tabel input -output tabel i-o pada dasarnya merupakan uraian statistik dalam bentuk matriks yang menyajikan informasi tentang transaksi barang dan jasa serta saling keterkaitan antara sektor yang satu dengan sektor lainnya, dalam suatu wilayah pada suatu periode waktu tertentu. dengan tabel i-o dapat dilihat bagaimana output dari suatu sektor ekonomi didistribusikan ke sektor lainnya dan bagaimana pula suatu sektor memperoleh input yang diperlukan dari sektor lainnya. dalam suatu model input -output yang bersifat terbuka dan statis, transaksi yang digunakan dalam penyusunan tabel input -output harus memenuhi tiga asumsi atau prinsip dasar berikut. 1. keseragaman (homogeneity), yaitu asumsi bahwa setiap sektor hanya memproduksi satu jenis output (barang dan jasa) dengan struktur input tunggal (seragam) dan tidak ada substitusi otomatis antar output dari sektor yang berbeda. 2. kesebandingan (proportionality), yaitu asumsi bahwa kenaikan penggunaan input oleh suatu sektor akan sebanding dengan kenaikan output yang dihasilkan. 3. penjumlahan (additivity), yaitu asumsi bahwa jumlah pengaruh kegiatan produksi di berbagai sektor merupakan penjumlahan dari pengaruh pada masing-masing sektor tersebut. untuk memperoleh gambaran tentang bagaimana suatu tabel i-o disusun, pada tabel 1 disajikan contoh tabel i-o untuk sistem perekonomian yang terdiri dari tiga sektor produksi, yaitu sektor 1, 2, dan 3. tabel 1 tabel input -output untuk sistem perekonomian dengan tiga sektor produksi mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 35 alokasi output struktur input permintaan antara permintaan akhir jumlah output sektor produksi 1 2 3 input antara sektor produksi 1 2 3 x11 x21 x31 x12 x22 x32 x13 x23 x33 f1 f2 f3 x1 x2 x3 input primer v1 v2 v3 jumlah input x1 x2 x3 isian sepanjang baris pada tabel 1 memperlihatkan bagaimana output dari suatu sektor dialokasikan, yaitu sebagian untuk memenuhi permintaan antara dan sebagian lainnya untuk memenuhi permintaan akhir. isian sepanjang kolomnya menunjukkan pemakaian input antara dan input primer oleh suatu sektor. berdasarkan cara pengisian angka ke dalam sistem matriks, dapat dilihat bahwa angka setiap sel pada tabel tersebut memiliki makna ganda. angka dari suatu sel pada traksasi antara, misalnya x12, jika dilihat menurut baris maka angka tersebut menunjukkan besarnya output sektor 1 yang dialokasikan untuk memenuhi permintaan antara di sektor 2. jika dilihat menurut kolom maka x12 menunjukkan besarnya input yang digunakan oleh sektor 2 yang berasal dari sektor 1. dari gambaran tersebut tampak bahwa penyusunan angka dalam bentuk matriks memperlihatkan suatu jalinan yang saling mengait dari berbagai kegiatan antarsektor. sebagai ilustrasi, dapat diamati proses pengalokasian output pada tabel 1. output sektor 1 pada tabel tersebut adalah sebesar x1 dan didistribusikan sepanjang baris sebesar x11, x12, dan x13 masing-masing untuk memenuhi permintaan antara sektor 1, 2 dan 3, sedangkan sisanya sebesar f1 digunakan untuk memenuhi permintaan akhir. begitu juga dengan output sektor 2 dan 3 masing-masing sebesar x2 dan x3, dapat dilihat dengan cara yang sama dalam proses pengalokasian output sektor 1. alokasi output pada masing-masing sektor tersebut dalam bentuk persamaan aljabar dapat dituliskan sebagai berikut. atau dalam bentuk persamaan umum dapat dituliskan sebagai berikut. keterangan: xij = output sektor i yang digunakan sebagai input sektor j x11 + x12 + x13 + f1 = x1 x21 + x22 + x23 + f2 = x2 ............(1.1) x31 + x32 + x33 + f3 = x3 ;ii 3 1j ij xfx =+∑ = untuk semua i = 1, 2, 3…… (1.2) journal the winners, vol. 6 no. 1, maret 2005: 33-50 36 fi = permintaan akhir terhadap sektor xi = jumlah output sektor i apabila angka dibaca menurut kolom, khususnya pada transaksi antara, maka angka pada kolom (sektor) tertentu menunjukkan berbagai input yang diperlukan dalam proses produksi pada sektor tersebut. apabila tabel 1 digunakan sebagai ilustrasi maka persamaan aljabar untuk input yang digunakan oleh masing-masing sektor dapat dituliskan sebagai berikut. atau dalam bentuk persamaan umum dapat dituliskan sebagai berikut. keterangan: vj = nilai tambah atau input primer sektor j. persamaan tersebut merupakan persamaan dasar yang sangat penting. khususnya untuk melakukan analisis perekonomian dengan model input–output. klasifikasi sektor tabel i-o adalah suatu sistem penyajian data perekonomian yang menyeluruh. oleh karena itu, suatu tabel i-o dituntut untuk mampu mencakup seluruh komoditi dan kegiatan perekonomian, baik komoditi yang dihasilkan oleh sektor produksi dalam negeri (domestik) maupun komoditi yang berasal dari produksi luar negeri (impor). pada kenyataannya, barang dan jasa atau komoditi yang dihasilkan oleh sektor produksi dapat terdiri dari berbagai jenis dan bentuk fisik yang sangat beragam. akibatnya, jika setiap barang dan jasa yang berbeda tersebut dimunculkan sebagai satu sektor tersendiri maka proses penyusunan tabel i-o akan menjadi sangat rumit. oleh karena itu, dalam proses penyusunan tabel i-o, diperlukan suatu tahapan untuk mengelompokkan barang dan jasa ke dalam kelompok tertentu. proses pengelompokan barang dan jasa inilah yang dikenal sebagai proses klasifikasi sektor. dalam praktik penyusunan tabel i-o, klasifikasi sektor harus dilakukan pada tahap awal. untuk menyusun klasifikasi sektor, sifat dan jenis setiap komoditi yang ada harus dipelajari dengan seksama. perlu diperhatikan dalam hal ini antara lain adalah teknologi pembuatan dan prospek masa depan dari peranan dan kegunaan setiap komoditi dalam x11 + x21 + x31 + v1 = x1 x12 + x22 + x32 + v2 = x2 ..............(1.3) x13 + x23 + x33 + v3 = x3 ;jj 3 1i ij xvx =+∑ = untuk semua j = 1, 2, 3 …(1.4) mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 37 kegiatan prekonomian secara menyeluruh. jika penyusunan klasifikasi sektor dibuat semakin rinci maka akan lebih mendalam pula pengenalan terhadap anatomi fisik berbagai barang dan jasa yang dicakup oleh masing-masing sektor. oleh karena itu, proses peyusunan klasifikasi sektor selain dapat mempermudah pekerjaan penyusunan tabel i-o, dapat pula dimanfaatkan dalam melakukan analisis. di samping itu, klasifikasi sektor juga sangat diperlukan sebagai dasar dalam penyusunan konversi dari suatu sistem ke sistem lainnya. selain untuk keperluan tabel i-o, sebenarnya telah banyak pula klasifikasi yang disusun untuk keperluan lain, baik pada tingkat nasional maupun internasional. klasifikasi tersebut jenisnya tergantung dari bidang yang menggunakannya, seperti klasifikasi jabatan, klasifikasi lapangan usaha, klasifikasi komoditi, klasifikasi tarif ekspor-impor, dan sebagainya. prinsip utama dalam penyusunan klasifikasi sektor adalah keseragaman (homogenitas) dari setiap kelompok/sektor. maksudnya, barang dan jasa atau kegiatan perekonomian yang dicakup oleh suatu sektor harus memiliki sifat yang relatif homogen/seragam. klasifikasi sektor yang diperlukan untuk tabel i-o adalah suatu klasifikasi yang mampu merekam semua aspek yang berkaitan dengan kegiatan produksi dan distribusi barang dan jasa. oleh karena itu, penyusunan klasifikasi sektor untuk tabel i-o harus memenuhi dua kriteria, yaitu (a) asas kesatuan komoditi dan (b) asas kesatuan kegiatan. manfaat dan kegunaan tabel input-output model i-o merupakan alat analisis yang lengkap dan komprehensif. beberapa kegunaan tabel i-o, antara lain adalah memberikan analisis tentang hal berikut. 1. struktur perekonomian nasional/regional yang mencakup struktur output dan nilai tambah (pdb) masing-masing sektor. 2. komponen nilai tambah menurut jasa faktor produksi pada setiap sektor ekonomi. 3. struktur input antara, yaitu penggunaan berbagai barang dan jasa oleh sektor produksi. 4. struktur penyediaan barang dan jasa, baik berupa produksi dalam negeri maupun barang yang berasal dari impor. 5. pola permintaan barang dan jasa baik permintaan antara oleh sektor produksi maupun permintaan akhir untuk konsumsi, investasi, dan ekspor. 6. untuk memperkirakan dampak permintaan akhir terhadap output, nilai tambah, impor, penerimaan pajak, dan penyerapan tenaga kerja di berbagai sektor produksi. 7. untuk menyusun proyeksi variabel ekonomi makro. 8. untuk analisis perubahan harga, yaitu dengan melihat pengaruh secara langsung dan tidak langsung dari perubahan harga input terhadap harga output. 9. untuk mengetahui sektor yang pengaruhnya paling dominan terhadap pertumbuhan ekonomi dan sektor yang peka terhadap pertumbuhan perekonomian nasional/regional. 10. untuk melihat konsistensi dan kelemahan berbagai data statistik yang pada gilirannya dapat dijadikan sebagai landasan perbaikan, dan penyempurnaan. pembahasan journal the winners, vol. 6 no. 1, maret 2005: 33-50 38 analisis deskriptif tabel input-output analisis struktur input analisis ini berguna untuk menjelaskan, misalnya besarnya (dalam persentase) nilai tambah yang dihasilkan oleh suatu sektor dibandingkan dengan total output sektor bersangkutan; penggunaan input (antara) untuk menghasilkan output suatu sektor. analisis ini diperoleh dengan cara menganalisis koefisien input suatu tabel i-o. analisis alokasi output analisis ini digunakan untuk menjelaskan penggunaan output suatu sektor oleh yang lain atau penggunaan output suatu sektor oleh permintaan antara dan permintaan akhir. analisis ini diperoleh dengan cara menganalisis koefisien output suatu tabel i-o. analisis pdb menurut penggunaan analisis ini berguna untuk menjelaskan persentase pembentukan pdb suatu negara ditinjau dari sisi penggunaan, seperti konsumsi rumah tangga, konsumsi pemerintah, pembentukan modal tetap bruto, perubahan stok, dan ekspor (neto). dengan analisis ini dapat diperoleh informasi mengenai kontribusi masing-masing komponen pdb tersebut terhadap total pdb. analisis kontribusi sektor analisis ini berguna untuk menjelaskan kontribusi sektor, misalnya terhadap total output, nilai tambah, pendapatan tenaga kerja, ekspor, dan impor. dari hasil analisis ini dapat diperoleh informasi mengenai kontribusi masing-masing sektor terhadap masing-masing permasalahan yang ditelaah (misalnya sektor mana yang menghasilkan nilai tambah terbesar). analisis permintaan dan penawaran tabel i-o menyajikan komposisi keseimbangan antara permintaan (demand) dan penyediaan (supply) antarunit usaha di berbagai lapangan usaha. penawaran produk barang dan jasa didapatkan dari output domestik dan barang impor dari luar wilayah. sisi permintaan mencakup permintaan antara (intermediate demand) dan permintaan akhir (final demand) terhadap komoditi atau sektor usaha. mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 39 journal the winners, vol. 6 no. 1, maret 2005: 33-50 40 analisis dampak output mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 41 dalam model i-o, output memiliki hubungan timbal balik dengan permintaan akhir dan output tersebut. artinya, jumlah output yang dapat diproduksi tergantung dari jumlah permintaan akhirnya. namun demikian dalam keadaan tertentu, output justru yang menentukan besarnya permintaan akhir. output dalam model i-o dapat dihitung dengan rumus berikut. atau rumusan itu sekaligus mencerminkan bahwa pembentukan output (x) dipengaruhi oleh permintaan akhir (f-m) atau fd. output yang terbentuk sebagai akibat dari dampak seluruh permintaan akhir (xft) akan sama dengan output yang terbentuk sebagai akibat permintaan akhir domestik (xfd). dalam banyak analisis yang lebih sering digunakan adalah xfd.. penggunaan persamaan (1) dan (2) tersebut, antara lain untuk untuk menghitung porsi output yang terbentuk sebagai dampak dari masing-masing komponen permintaan akhir dan memperkirakan output yang terbentuk akibat dampak permintaan akhir yang diproyeksikan. persamaan (1) dan (2) yang masih bersifat umum tersebut dapat dirinci lagi menjadi beberapa formula sesuai dengan banyaknya komponen permintaan akhir, yaitu pengeluaran konsumsi rumah tangga (301), pengeluaran konsumsi pemerintah (302), pembentukan modal tetap (303), perubahan stok (304), dan ekspor barang dan jasa (305+306). andaikan persamaan (2) digunakan dalam analisis maka pengembangannya akan menjadi lima buah formula sebagai berikut. keterangan: xfd = x301 + x302 + x303 xft = (i a)-1 (f m) ... (1) xfd = (i ad)-1 fd ... (2) x301 = (i ad)-1 fd301 x302 = (i ad)-1 fd302 x303 = (i ad)-1 fd303 x304 = (i ad)-1 fd304 x305+306 = (i ad)-1d305+306 journal the winners, vol. 6 no. 1, maret 2005: 33-50 42 + x304 + x(305+306) x301 = output yang terbentuk akibat dampak pengeluaran konsumsi rumah tangga (fd301) x302 = output yang terbentuk akibat dampak pengeluaran konsumsi pemerintah (fd302) x303 = output yang terbentuk akibat dampak pembentukan modal tetap (fd303) x304 = output yang terbentuk akibat dampak perubahan stok (fd304) x305+306 = output yang terbentuk akibat ekspor (fd305+306) untuk lebih memperjelas penggunaan persamaan (1) dan (2), berikut ini diuraikan contoh. rincian nilai masing-masing komponen permintaan akhir dari tabel tersebut seperti pada tabel 5. tabel 5 komponen permintaan akhir transaksi domestik sektor 301 302 303 304 305+306 309 (1) (2) (3) (4) (5) (6) (7) 1 19 0 0 3 15 37 2 44 1 5 -1 28 77 3 52 17 42 0 10 121 jumlah 115 18 47 2 53 235 berdasarkan matriks kebalikan yang telah dihitung dan dengan persamaan (2) maka dampak permintaan akhir terhadap output dapat dihitung sebagai berikut. x = (i ad)-1 fd hasil penghitungan tersebut dapat disajikan dalam bentuk tabel seperti pada tabel 6 ⎟⎟ ⎟ ⎟ ⎠ ⎞ ⎜⎜ ⎜ ⎜ ⎝ ⎛ ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ 10 0 42 17 52 28 1 5 1 44 15 3 0 0 19 x 1,2224 0,1694 0,0719 0,2295 1,2391 0,0763 0,1097 0,3491 1,0498 = x ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ 17,8 0,1 52,1 20,9 72,0 38,1 1,0 15,8 5,1 67,9 26,6 2,8 6,4 2,2 41,0 = x mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 43 berikut. tabel 6 output domestik yang dipengaruhi oleh masing-masing komponen permintaan akhir sektor 301 302 303 304 305+306 jumlah (1) (2) (3) (4) (5) (6) (7) 1 41,0 2,2 6,4 2,8 26,6 79,0 2 67,9 5,1 15,8 -1,0 38,1 126,0 3 72,0 20,9 52,1 0,1 17,8 163,0 jumlah 180,9 28,3 74,3 1,8 82,5 368,0 berdasarkan tabel 2 dapat dilihat bahwa output sektor 1 yang terbentuk sebagai akibat dari konsumsi rumah tangga (301) adalah sebesar 41,0; konsumsi pemerintah (302) sebesar 2,2; pembentukan modal tetap (303) sebesar 6,4; perubahan stok (304) sebesar 2,8 dan ekspor barang dan jasa (305+306) sebesar 26,6. pengaruh masing-masing komponen permintaan akhir terhadap output sektor 2 dan 3 dapat dilihat dengan cara yang sama seperti sektor 1. jumlah setiap baris dari hasil penghitungan tersebut menunjukkan besarnya output yang terbentuk sebagai akibat dari permintaan akhir terhadap sektor yang bersangkutan. jika pengamatan dilakukan menurut kolom maka angka pada masing-masing kolom menunjukkan pengaruh masing-masing komponen permintaan akhir terhadap pembentukan output di masing-masing sektor. sebagai misal, konsumsi rumah tangga (301) mengakibatkan pembentukan output di sektor 1, 2, dan 3 masing-masing sebesar 41,0; 67,9; dan 72,0. dengan demikian, jumlah kolom 1 sebesar 180,9 menunjukkan besarnya output seluruh sektor perekonomian yang terbentuk sebagai akibat dari konsumsi rumah tangga. cara pengamatan yang sama dapat dilakukan untuk komponen permintaan akhir lainnya. analisis dampak nilai tambah bruto nilai tambah bruto (ntb) adalah input primer yang merupakan bagian dari input secara keseluruhan. sesuai dengan asumsi dasar yang digunakan dalam penyusunan tabel io, hubungan antara ntb dengan output bersifat linear. artinya, kenaikan atau penurunan output akan diikuti secara proporsional oleh kenaikan dan penurunan ntb. hubungan tersebut dapat dijabarkan dalam persamaan berikut. keterangan: v = matriks ntb v̂ = matriks diagonal koefisien ntb x = (i ad)-1 fd atau (i a)-1 f isian sel diagonal v̂ adalah ntb sektor yang bersangkutan dibagi dengan outputnya journal the winners, vol. 6 no. 1, maret 2005: 33-50 44 sedangkan sel di luar diagonal adalah 0. jadi, bentuk matriks v̂ sebagai berikut. dengan ntb sektor i v̂i = ─────── output sektor i dari data pada tabel 6 dapat disusun matriks ntb-nya sebagai berikut. oleh karena itu, berdasarkan x dari hasil penghitungan pada bagian 1 maka penciptaan ntb yang dipengaruhi oleh masing-masing komponen permintaan akhir sebagai berikut. penyajian dalam bentuk tabel dari hasil penghitungan tersebut dapat dilihat pada tabel 7. ⎟ ⎟ ⎟ ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ v 0 0 0 v 0 0 0 v = v n i 1 kk mmm kk mmm kk ˆ ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ 0,5951 0,0000 0,0000 0,0000 0,3413 0,0000 0,0000 0,0000 0,8608 = v̂ x v = v ˆ ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ 10,6 0,0 31,0 12,5 42,9 13,0 0,3 5,4 2,8 23,2 22,9 2,4 5,5 1,9 35,3 = v mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 45 tabel 7 nilai tambah bruto yang dipengaruhi masing-masing komponen permintaan akhir sektor 301 302 303 304 305+306 jumlah (1) (2) (3) (4) (5) (6) (7) 1 35,3 1,9 5,5 2,4 22,9 68,0 2 23,2 2,8 5,4 -0,3 13,0 43,0 3 42,9 12,5 31,0 0,0 10,6 97,0 jumlah 101,3 16,2 41,9 2,1 46,5 208,0 berdasarkan tabel 7 dapat dilihat bahwa penciptaan ntb di sektor 1 yang dipengaruhi oleh konsumsi rumah tangga (301) adalah sebesar 35,3; konsumsi pemerintah (302) sebesar 1,9; pembentukan modal tetap (303) sebesar 5,5; perubahan stok (304) sebesar 2,4 dan ekspor barang dan jasa (305+306) sebesar 22,9. jumlah penciptaan ntb di sektor 1 sebesar 68,0 menunjukkan jumlah ntb yang diciptakan di sektor 1 yang dipengaruhi oleh seluruh komponen permintaan akhir. untuk sektor 2 dan 3, pengamatannya dapat dilakukan dengan cara yang sama terhadap penciptaan ntb di sektor 1. setiap kolom pada tabel 7 menunjukkan pengaruh dari masing-masing komponen permintaan akhir terhadap proses penciptaan ntb di masing-masing sektor perekonomian. angka di kolom 301, misalnya, menunjukkan bahwa pengaruh konsumsi rumah tangga terhadap penciptaan ntb di sektor 1, 2, dan 3 masing-masing adalah sebesar 35,3; 12,3; dan 42,9. jumlah untuk kolom 301 sebesar 101,3 menunjukkan besarnya ntb dari seluruh sektor yang terbentuk sebagai akibat dari konsumsi rumah tangga. dengan cara yang sama, selanjutnya dapat dilakukan pengamatan terhadap pengaruh masing-masing komponen permintaan akhir terhadap penciptaan ntb di masing-masing sektor. analisis dampak kebutuhan tenaga kerja jumlah tenaga kerja sektoral dalam suatu proses produksi, tenaga kerja merupakan salah satu faktor produksi yang memiliki peranan cukup penting. pengeluaran untuk tenaga kerja oleh produsen merupakan salah satu komponen input primer yang antara lain berupa upah dan gaji, tunjangan, dan bonus serta termasuk hasil usaha seperti sewa, bunga, keuntungan, baik berupa uang maupun barang. definisi tenaga kerja dalam tabel i-o pada dasarnya sama dengan definisi yang digunakan dalam sensus penduduk, yaitu penduduk berumur 10 tahun ke atas yang bekerja dengan maksud memperoleh atau membantu memperoleh penghasilan, sekurang-kurangnya satu jam secara tidak terputus dalam seminggu yang lalu. dalam banyak analisis makro tenaga kerja, sering juga disebut dengan kesempatan kerja atau lapangan kerja. data tenaga kerja yang ideal untuk keperluan analisis produktivitas dan efisiensi journal the winners, vol. 6 no. 1, maret 2005: 33-50 46 tenaga kerja adalah dengan satuan ekivalen tenaga kerja penuh. namun demikian, data tenaga kerja yang tersedia sampai saat ini ternyata belum memungkinkan untuk menyusun tenaga kerja dalam satuan ekivalen tenaga kerja penuh. oleh karena itu, data tenaga kerja pada tabel i-o hanya disajikan dalam bentuk jumlah tenaga kerja sektoral dengan satuan orang untuk klasifikasi 66 dan 19 sektor. penyusunan data tenaga kerja, antara lain dapat didasarkan dari hasil pengolahan khusus data sensus penduduk. namun demikian, dari hasil pengolahan tersebut pada umumnya hanya diperoleh angka tenaga kerja yang dirinci menurut 2 digit klasifikasi lapangan usaha indonesia (klui). oleh karena itu, untuk melengkapi struktur tenaga kerja pada sektor yang lebih luas harus digunakan pula data tenaga kerja yang diperoleh dari hasil berbagai survei, seperti sakernas, survei industri besar/sedang, survei industri kecil dan kerajinan rumah tangga, dan sebagainya. koefisien tenaga kerja koefisien tenaga kerja (labor coefficient) adalah suatu bilangan yang menunjukkan besarnya jumlah tenaga kerja yang diperlukan untuk menghasilkan satu unit keluaran (output). sesuai dengan pengertian itu maka koefisien tenaga kerja dapat dihitung menggunakan persamaan berikut. x l=l i i i li = koefisien tenaga kerja sektor i li = jumlah tenaga kerja sektor i xi = output sektor i ilustrasi perhitungan dan cara membaca koefisien tenaga kerja diuraikan pada contoh berikut. tabel 8 koefisien tenaga kerja output tenaga kerja koefisien sektor (rp) (orang) tenaga kerja (1) (2) (3) (4) 1 79.000 39.703 0,5026 2 126.000 8.026 0,0637 3 163.000 26.549 0,1629 jumlah 368.000 74.278 0,2018 sebagaimana tersirat dalam persamaan, arti dari koefisien tenaga kerja sangat mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 47 tergantung pada satuan unit yang digunakan untuk tenaga kerja dan output-nya. dari tabel 8 diperoleh koefisien tenaga kerja untuk sektor 1, 2, dan 3 masing-masing sebesar 0,5026, 0,0637 dan 0,1629. hal itu berarti bahwa untuk menghasilkan satu rupiah output di sektor 1, 2, dan 3 masing-masing diperlukan 0,5026, 0,0637 dan 0,1629 tenaga kerja. koefisien tenaga kerja sektoral merupakan indikator untuk melihat daya serap tenaga kerja di masing-masing sektor. semakin tinggi koefisien tenaga kerja di suatu sektor menunjukkan semakin tinggi pula daya serap tenaga kerja di sektor yang bersangkutan karena semakin banyak tenaga kerja yang dibutuhkan untuk menghasilkan satu unit output. sebaliknya, sektor yang semakin rendah koefisien tenaga kerjanya menunjukkan semakin rendah pula daya serap tenaga kerjanya. koefisien tenaga kerja yang tinggi pada umumnya terjadi di sektor padat karya sedangkan koefisien tenaga kerja rendah umumnya terjadi di sektor padat modal yang proses produksinya dilakukan dengan teknologi tinggi. informasi tentang koefisien tenaga kerja sektoral antara lain dapat dimanfaatkan sebagai masukan dalam menyusun berbagai kebijakan dan perencanaan di bidang ketenagakerjaan. dampak permintaan akhir terhadap kebutuhan tenaga kerja telah dijelaskan bahwa tenaga kerja merupakan salah satu faktor produksi yang balas jasa terhadapnya merupakan salah satu dari komponen input primer sehingga sesuai dengan asumsi dasar model i-o, tenaga kerja memiliki hubungan linear dengan output. hal itu berarti bahwa naik turunnya output di suatu sektor akan berpengaruh terhadap naik turunnya jumlah tenaga kerja di sektor tersebut. hubungan antara tenaga kerja dengan output sebenarnya telah digambarkan dalam rumus penghitungan koefisien tenaga kerja. dalam persamaam tersebut, koefisien tenaga kerja dihitung dengan rumus li = li/xi sehingga dalam hal ini li = li xi. jika persamaan terakhir ini diuraikan untuk masing-masing sektor maka diperoleh rumus berikut. l1 = l1 x1 : li = li xi : ln = ln xn dalam bentuk matriks, persamaan di atas dapat dituliskan sebagai berikut. dengan l = matriks jumlah tenaga kerja x l = l ˆ journal the winners, vol. 6 no. 1, maret 2005: 33-50 48 , matriks diagonal koefisien tenaga kerja x = output telah pula dikemukakan bahwa output yang terbentuk sebagai akibat permintaan akhir dapat dihitung dengan x = (i-ad)-1fd sehingga jika persamaan itu disubstitusikan ke dalam persamaan (11) akan diperoleh rumus berikut. dengan l=kebutuhan tenaga kerja yang dipengaruhi oleh permintaan akhir = matriks diagonal koefisien tenaga kerja (i-ad)-1fd= output yang dipengaruhi permintaan akhir contoh penghitungan dampak permintaan akhir terhadap kebutuhan tenaga kerja adalah seperti uraian berikut. dari hasil penghitungan koefisien tenaga kerja pada tabel 8, dapat disusun matriks diagonal koefisien tenaga kerja sebagai berikut. dengan hasil penghitungan (i-ad)-1fd pada contoh terdahulu, dampak permintaan akhir terhadap kebutuhan tenaga kerja dapat dihitung dengan rumus berikut. ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ 2,9 0,0 8,5 3,4 11,7 2,4 0,1-1,0 0,3 4,3 13,41,4 3,2 1,1 20,0 = ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ 17,80,1 52,120,972,0 38,11,0-15,85,1 67,9 26,62,8 6,4 2,2 41,0 x 0,1629 0,0000 0,0000 0,0000 0,0637 0,0000 0,0000 0,0000 0,5026 = l f ) a i ( l = l d -1dˆ ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ 0,1629 0,0000 0,0000 0,0000 0,0637 0,0000 0,0000 0,0000 0,5026 = l̂ l̂ f ) a i ( l = l d -1dˆ ⎟ ⎟ ⎟ ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ l 0 0 0 l 0 0 0 l = l n i 1 kk mmm kk mmm kk ˆ mengartikulasikan tabel input-output… (budi cahyono; bagus sumargo) 49 tabulasi dari hasil penghitungan tersebut dapat disajikan seperti pada tabel 9 berikut. tabel 9 kebutuhan tenaga kerja yang dipengaruhi masing-masing komponen permintaan akhir sektor 301 302 303 304 305+306 jumlah (1) (2) (3) (4) (5) (6) (7) 1 20,0 1,1 3,2 1,4 13,4 39,1 2 4,3 0,3 1,0 -0,1 2,4 7,9 3 11,7 3,4 8,5 0,0 2,9 26,5 jumlah 36,0 4,8 12,7 1,3 18,7 73,5 dari tabel tersebut dapat dilihat bahwa penyerapan tenaga kerja yang dipengaruhi oleh konsumsi rumah tangga (301) adalah sebesar 36,0 orang dan terdiri dari tenaga kerja di sektor 1, 2, dan 3 masing-masing sebesar 20,0; 4,3; dan 11,7 orang. kebutuhan tenaga kerja yang diakibatkan oleh komponen permintaan akhir lainnya dapat dilihat dengan cara yang sama. jika diamati menurut baris maka informasinya menunjukkan penyerapan tenaga kerja dari suatu sektor sebagai akibat masing-masing komponen permintaan akhir. sebagai contoh, penyerapan tenaga kerja di sektor 1 yang merupakan akibat dari konsumsi rumah tangga (301) adalah sebesar 20,0 orang, konsumsi pemerintah (302) sebesar 1,1 orang, pembentukan modal tetap (303) sebesar 3,2 orang, perubahan stok (304) sebesar 1,4 orang dan ekspor barang dan jasa (305+306) sebesar 13,4 orang. penyerapan kerja untuk sektor 2 dan 3 yang diakibatkan oleh masing-masing komponen permintaan akhir dapat diamati dengan cara yang sama. penutup beberapa simpulan yang dapat dipaparkan sebagai berikut. 1. pencatatan kegiatan produksi berupa transaksi antar sektor atau sub sektor disajikan dalam tabel input –output. 2. tabel i-o dapat digunakan untuk struktur input dan output suatu sektor. 3. tabel i-o dapat menyajikan informasi tentang nilai tambah bruto (ntb). 4. tabel i-o dapat membantu dalam menganalisis dampak suatu kebijakan terhadap output, ntb, dan kebutuhan tenaga kerja. journal the winners, vol. 6 no. 1, maret 2005: 33-50 50 daftar pustaka badan pusat statistik. 2003. pendapatan nasional indonesia 1999 – 2002. jakarta: bps. _______. 2003. tabel input -output indonesia 2000 jilid i. jakarta: bps. _______. 2003. tabel input -output indonesia 2000 jilid ii. jakarta: bps. _______. 2000. teknik penyusunan tabel input -output. jakarta: bps. _______. 2000. kerangka teori penyusunan tabel input -output. jakarta: bps. connor, j. r. and e. w. henry. 1975. input output analysis and its applications. new york: hafnek press. miller, ronald e. and peter d. b. 1985. input-output analysis foundations and extentions. new jersey: prentice hall, inc. microsoft word 04_donny b.u._strategi gocengan.doc strategi komunikasi menjual telepon selular (donny b.u.) 51 strategi komunikasi menjual telepon selular donny b.u.1 abstract article discusses communication strategy that is done by celullar operator in indonesia. the unique of the communication strategy in celullar phone service business becomes one of key factors, not only in competing market share but also mind share of product user and celullar service that is still in high-tech category. keywords: strategy, high technology, celullar phone abstrak artikel membahas strategi komunikasi yang dilakukan oleh operator selular di indonesia. keunikan strategi komunikasi dalam bisnis layanan telepon selular ternyata menjadi salah satu faktor kunci, tidak hanya dalam memperebutkan market share saja tetapi juga mind share para pengguna produk dan layanan selular yang masih tergolong dalam kategori high-tech tersebut. kata kunci: strategi, teknologi tinggi, telepon selular 1 dosen universitas bina nusatara, jakarta journal the winners, vol. 6 no. 1, maret 2005: 51-58 52 pendahuluan jika menyimak strategi komunikasi (pemasaran dan promosi) yang dilakukan oleh para operator selular di indonesia dewasa ini maka akan cukup banyak hal yang dapat dipelajari, khususnya yang berkaitan dengan perilaku konsumen selular itu sendiri. apalagi sudah menjadi umum di indonesia, bahwa konsumen dapat memiliki lebih dari satu jenis kartu layanan selular dari operator yang berbeda, pun jika hanya memiliki satu telepon selular (ponsel) saja. untuk itulah, keunikan sebuah strategi komunikasi dalam bisnis layanan telepon selular ternyata menjadi salah satu faktor kunci, tidak hanya dalam memperebutkan market share saja tetapi juga mind share para pengguna produk dan layanan selular yang masih tergolong dalam kategori high-tech tersebut. pembahasan salah satu strategi komunikasi yang cukup menarik untuk dibedah dan dijadikan contoh adalah yang dilakukan oleh pt exelcomindo pratama (xl), dengan strategi rebranding kartu pro-xl prabayar menjadi kartu bebas. pada dasarnya, strategi tersebut tidak terlalu istimewa, ibarat menjual barang lama dengan bungkusan baru. hal yang menjadi fenomenal, kalaupun mau dikatakan begitu, adalah “nekat”-nya xl dalam memberikan fasilitas “gratis ngobrol malam” saat peluncuran kartu bebas pada pertengahan agustus 2004 lalu. fasilitas menelepon gratis tersebut dapat dinikmati oleh para new comer pengguna kartu bebas ataupun para pengguna pro-xl pra bayar yang telah ada sebelumnya (existing user), untuk menghubungi ke semua nomor xl, dari jam 23.00 sampai dengan 05.00 dini hari, terhitung sejak pertengahan agustus hingga pertengahan oktober 2004. tentu saja, setelah xl memasang iklan full-colour, bahkan hingga satu halaman penuh, diberbagai media massa pada 18 agustus silam, jaringan xl menjadi overload, khususnya masuk pada saat sesi promosi berlangsung. akhirnya, banyak para pengguna xl yang malah kepayahan untuk melakukan hubungan telepon dengan pihak lain pada sesi tersebut. menurut keterangan dari pihak xl, seperti dikutip oleh beberapa media massa, strategi menggratiskan biaya menelepon tersebut adalah untuk memanfaatkan kondisi jaringan pada malam hari yang biasanya agak lenggang. akan tetapi, entah apakah telah diperhitungkan sebelumnya oleh xl ataupun mungkin saja perhitungannya kurang akurat, terjadilah kondisi overload tersebut. petualang selular apa yang terjadi dengan xl tersebut secara mudahnya dapat dijelaskan, misalnya ketika sebuah rukun tetangga (rt) mengadakan acara panggung hiburan 17-an maka seketika itu juga para warga dari kampung lain akan berdatangan. oleh karena itu, arena acara tersebut akan menjadi sangat crowded dan bukan tidak mungkin panggungnya akan ikut roboh. jadi, ketika xl pertama kali menyampaikan kepada publik tentang adanya strategi komunikasi menjual telepon selular (donny b.u.) 53 promo ”gratis ngobrol malam” tersebut maka jaringan xl menampung luapan permintaan panggilan telepon dari penggunanya. akkhirnya yang membuat kondisi menjadi semakin ”penuh-sesak” adalah ikut sertanya para petualang selular yang memanfaatkan ”ajimumpung” dalam masa promosi tersebut. terdapat tiga definisi jenis petualang selular dalam kasus tersebut. pertama, yaitu para pengguna xl yang sudah lama (existing user) tetapi tidak memiliki perilaku menelepon pada malam hari kemudian latah untuk ikut-ikutan menelepon ke rekannya dengan alasan hanya untuk mencicipi “barang gratisan”. tipe petualang kedua adalah para pemilik ponsel yang selama ini bukan pengguna xl kemudian latah membeli kartu xl hanya untuk memanfaatkan fasilitas promosi tersebut. tipe petualang model itu hanya akan menggunakan kartu xl-nya pada sesi gratisannya saja dan di luar jam promosi tersebut ataupun jika masa promosi telah usai, dia akan tetap menggunakan kartu lamanya. petualang tipe ketiga, yaitu mereka yang biasanya berbicara di telepon hanya seperlunya untuk menghemat pulsa maka pada jam promosi tersebut mereka akan berupaya untuk berpanjang-panjang kata. “mumpung gratis!” dengan adanya para petualang selular tersebut, tidaklah mengherankan bahwa akhirnya jaringan xl menjadi tertatih-tatih untuk melayani permintaan koneksi penggunanya. untuk itulah maka pada 21 agustus 2004, xl memasang iklan pemberitahuan black-and-white sekitar 1/8 halaman di sebuah harian nasional yang isinya antara lain permintaan maaf dan menegaskan bahwa kondisi terjadinya antrian panggilan tersebut masih akan terus terjadi selama masa periode promosi. dengan demikian, para petualang tersebut seketika itu juga membuang kartu xl mereka? saya tidak yakin. pasalnya, masyarakat konsumen terbiasa untuk pantang menyerah ketika harus berjuang untuk mendapatkan produk diskonan, apalagi jika diskonnya mencapai 100%. antrian panjang pun dilakoni, walaupun itu juga sambil kesal. benang merah yang dapat ditarik pada kasus tersebut adalah bahwa ternyata masyarakat indonesia sangat haus untuk dapat mendapatkan sarana telekomunikasi yang murah. lalu apakah setelah masa promosi usai, para petualang selular tersebut akan menjadi konsumen loyal xl ataukah langsung membuang kartu bebas-nya? jawabannya adalah tergantung kepada xl sendiri, yaitu langkah strategi komunikasi apa lagi yang akan dilakukannya yang nantinya seharusnya lebih difokuskan dalam mempertahankan mind share konsumen yang telah diraihnya selama masa promosi. strategi serupa pernah dilakukan pula oleh pendatang baru yang mengusung teknologi selular berbasis cdma dari kelompok indosat, yaitu starone. selama masa promosi, starone menggratiskan pengguna layanan postpaid-nya (pascabayar) untuk menelepon lokal gratis selama 24 jam antarsesama pengguna starone setiap hari minggu. apakah strategi starone tersebut akan berbuntut pada macetnya jaringan mereka, seperti yang terjadi pada jaringan xl? kalau menurut saya, hal tersebut kemungkinan besar tidak akan terjadi. alasannya, pertama lantaran jenis teknologi yang dipakai berpengaruh besar pada kesiapan konsumen untuk menggunakan layanan selular tersebut. teknologi gsm jauh lebih ”menguasai hajat hidup orang banyak” ketimbang teknologi cdma, journal the winners, vol. 6 no. 1, maret 2005: 51-58 54 setidaknya hingga saat ini di indonesia. hal itu berarti dengan masih sedikitnya orang yang menggunakan ponsel cdma ketimbang ponsel gsm, akan sangat mengurangi kemungkinan terjadinya aksi petualang selular di pada jaringan cdma, khususnya milik starone. karena bagi yang hanya memiliki ponsel gsm, dia harus memiliki sebuah ponsel tambahan yang berbasis cdma jika ingin menikmati gratisnya starone. tidak banyak orang yang mau mengeluarkan dana khusus untuk membeli ponsel baru, jika keperluannya hanya”sekedar” untuk mencicipi fasilitas gratisan tersebut. strategi gocengan strategi komunikasi lain yang cukup menarik untuk dibedah adalah dikeluarkannya dua jenis kartu secara bersamaan oleh xl, yaitu tipe bebas dan tipe jempol, yang merupakan re-branding dan re-packaging dari produk pro-xl prabayar sebelumnya. meskipun kedua jenis kartu tersebut adalah saudara kembar, tetapi xl membedakan pelayanan yang diberikan. bagi pengguna bebas, secara otomatis akan mendapatkan feature tambahan pada kartunya, misalnya fasiitas m-banking, download ringtone, gprs/mms, gratis menghubungi customer service, dan sebagainya. fasilitas tersebut masih ditambah dengan keleluasaan menelepon gratis ke sesama pengguna xl pada malam hari selama masa promosi. fasilitas value-added service tersebut sebenarnya adalah layanan yang juga didapatkan oleh para konsumen pengguna layanan kartu prabayar dari operator selular lainnya. nyaris tidak ada bedanya, selain fasilitas menelepon gratis tersebut tentu saja. hal yang menarik adalah strategi xl yang seolah membalik prinsip dasar strategi pemasaran, dengan melahirkan kartu jempol. dalam strategi pemasaran, biasanya dianjurkan menambahkan value-added service pada produk dengan tujuan untuk meninggikan harga jual, meningkatkan citra, ataupun mempertahankan loyalitas konsumen, pada kartu jempol justru value-added service tersebut dicabut. selain mencabut fasilitas tambahan tersebut, jempol juga mengenakan biaya per telepon ketika penggunanya ingin berbicara dengan customer service dan tidak mendapatkan fasilitas menelepon gratis ke sesama xl selama masa promosi. sebagai imbalannya, pengguna jempol mendapatkan biaya per sms yang lebih murah ketimbang operator lain ketika mengirimkan sms lintas operator domestik, sekaligus mendapatkan kesempatan mengirimkan sms gratis 100 kali per hari selama masa promosi. rupanya kartu jempol ditujukan untuk segmen pasar pengguna selular yang lebih membutuhkan creme de la creme dari sebuah layanan selular, yaitu fasilitas shortmessaging service (sms) dan tentu saja kebutuhan untuk ”ditelepon”, bukan ”menelepon”. strategi xl itu persis seperti yang dilakukan oleh perusahaan ponsel nokia yang selain mengeluarkan produk high-end ber-feature lengkap dengan harga jutaan rupiah, juga memproduksi ponsel kelas low-end yang feature-nya sedikit sehingga harga jualnya dapat mencapai beberapa ratus ribu rupiah saja. dan masih tetap saja laku. hal itu memang membuktikan bahwa jika bicara mengenai produk ataupun layanan high-tech strategi komunikasi menjual telepon selular (donny b.u.) 55 yang sudah diproduksi secara masal, produk tersebut akan tetap marketable dengan segmen konsumen yang tentunya berbeda, menyesuaikan kelas produk tersebut. xl pun ternyata masih “nekat” juga dengan meletakkan biaya isi ulang pulsa prabayarnya pada level rp5000, khusus bagi pengguna kartu tipe jempol. langkah xl tersebut seakan, kalau dilihat sekilas, seolah-olah hanya untuk mengikuti tren para operator selular yang saling berlomba memberikan tarif isi ulang yang makin murah kepada pelanggannya. kebetulan saja, xl adalah yang pertama kali menjejakkan kakinya di level gocengan tersebut. akan tetapi, kalau mau ditilik lebih dalam lagi, sebenarnya gocengan tersebut tampaknya dapat menjadi semacam ”affordable price” bagi sebagian besar masyarakat konsumen indonesia. strategi ala gocengan tersebut tampaknya dilakukan xl untuk dapat meraih banyak konsumen dari ”orang kebanyakan”. apakah kemudian strategi gocengan tersebut tidak akan menjadi bumerang bagi citra xl itu sendiri, seperti menjadikan xl sebagai produk yang ”murahan”? saya sendiri tidak yakin bahwa hal tersebut akan terjadi. terdapat beberapa alasan yang menjadi pertimbangan. pertama, masyarakat konsumen indonesia sebelumnya sudah cukup familiar dengan produk berkualitas, dengan harga rp5000-an. contohnya, jaringan toko kelontong valu$ yang seluruh barang dagangannya dapat diperoleh dengan hanya mengeluarkan rp5000 saja yang kemudian diikuti oleh gerai sejenis dengan nama yang beraneka ragam. terdapat pula beberapa gerai cepat saji bermerek global, salah satunya adalah mcdonald yang kerap mempromosikan paket makanan seharga rp5000 yang setara pula dengan harga rokok gudang garam filter sebungkus. jadi, presepsi atas gocengan itu sendiri memang dapat dikatakan “murah”, tetapi tidak “murahan”. alasan yang kedua, saat ini produk telekomunikasi, khususnya selular, tidak lagi menjadi pendongkrak status sosial penggunanya. mungkin beberapa tahun silam, ketika ponsel masih sangat mahal dan untuk mendapatkan nomor selular harus berjerih-payah terlebih dahulu maka para pengguna selular masa itu adalah mereka yang memang dari kalangan tertentu saja. akan tetapi, kini dengan semakin murahnya ponsel baru, lantaran dimassalkannya produk tersebut, tidak ada lagi alasan bagi para operator selular untuk mematok harga layanannya berdasarkan pendekatan psychological pricing, alias mematok harga tinggi untuk menaikkan citra atau kelas produknya di mata masyarakat. hal yang dilakukan para operator selular di indonesia saat ini untuk menetapkan harga layanannya adalah dengan pendekatan value pricing, yaitu fairly low price for a high-quality offering. tinggal bagaimana xl dengan strategi gocengan-nya tersebut dapat meyakinkan masyarakat bahwa produknya adalah murah tetapi tidak murahan. hambatan tarif sebenarnya, beberapa hambatan atas peningkatan penetrasi pengguna selular di indonesia yang dapat diidentifikasi, antara lain adalah faktor biaya kepemilikan ponsel journal the winners, vol. 6 no. 1, maret 2005: 51-58 56 dan tarif telepon. untuk biaya ponsel baru, kini tidak lagi menjadi masalah yang berarti karena ponsel baru yang harganya hanya beberapa ratus ribu rupiah, sudah banyak tersedia di pasaran, dan bahkan lebih murah ketimbang harga ponsel bekas beberapa tahun silam. untuk strategi memurahkan biaya kepemilikan ponsel, kiat yang dilakukan oleh mobile-8 telecom yang lebih dikenal dengan brand fren yang berbasis cdma, menarik untuk dipelajari. fren belum lama ini telah melakukan strategi komunikasi cobranding dengan samsung yang bertajuk frensip. dengan modal rp388.000,00, konsumen dapat memperoleh ponsel mereka samsung sch n 356 yang konon di pasaran harganya dapat mencapai 3 kali lipat. bahkan, paket frensip tersebut sudah dilengkapi pula dengan nomor prabayar fren, plus bonus pulsa rp38.000,00. strategi mem-bundling layanan operator selular dengan ponselnya dalam satu paket, sudah umum dilakukan akhir-akhir ini. bahkan, sebelumnya fren memiliki strategi fren smart buy bekerja sama dengan nokia dengan memberikan diskon hingga 60 persen dan bahkan gratis, untuk pembelian ponsel nokia tertentu yang sudah dilengkapi dengan nomor dari fren. pelanggan hanya perlu menggunakan layanan fren tersebut sebesar minimum total pemakaian perbulan sesuai jangka waktu paket yang dipilih. banyak fasilitas serupa yang ditawarkan oleh para operator selular, baik yang berbasis gsm maupun cdma, baik yang dilakukan oleh para operator selular itu sendiri ataupun oleh pihak ketiga, misalnya penyedia jasa penerbitan kartu kredit tertentu. jadi, biaya kepemilikan ponsel bukan lagi menjadi hambatan yang berarti. sekarang tinggal bagaimana hambatan kedua, yaitu tarif telepon, dapat turut dipangkas. karena kecenderungan yang terjadi di indonesia, meskipun iklim persaingan industri operator selular tidak monopolistik sehingga konsumen seharusnya dapat bebas memilih operator berdasarkan kualitas dan harga, ternyata untuk komponen biaya pemakaian justru cenderung mengalami kenaikan serempak yang dilakukan oleh para operator selular. dapat jadi karena model industri layanan selular di indonesia masih bersifat oligopolistik, belum murni pasar bebas sehingga penentuan tarif telepon kemungkinan dilakukan dengan pendekatan going-rate pricing. dengan pendekatan tersebut, penetapan tarif pemakaian akan menganut azas “follow the leader”, yaitu ketika sebuah perusahaan dengan market share yang lebih kecil akan mengikuti besaran tarif yang dipatok oleh perusahaan dengan market share yang dominan. biasanya pendekatan going-rate pricing itu kerap digunakan pada industri yang komponen biaya operasinya sulit untuk diukur atau kondisi persaingan belum menentu. atau dapat saja, yang sebenarnya menjadi faktor naiknya tarif telepon yang harus ditanggung oleh konsumen selular, adalah naiknya biaya airtime dan biaya interkoneksi antara operator selular yang merupakan turunan dari kebijakan pemerintah dalam hal tarif telekomunikasi secara umum. dan memang, hal terakhir itulah yang tampaknya kerap diyakini sebagai alasan mengapa para operator selular sulit untuk bersaing lebih berani dalam memberikan tarif telepon yang murah dengan kualitas yang tetap terjaga. kalau sudah begitu, konsumen selular juga tidak dapat berbuat banyak, selain hanya dapat strategi komunikasi menjual telepon selular (donny b.u.) 57 pasrah dan “pelit bicara” melalui ponsel, tentunya selain pada masa promosi gratisan ala xl ataupun starone. penutup simpulan sebenarnya, segala strategi komunikasi yang dilakukan oleh para operator selular di indonesia dewasa ini, dapat dipahami sebagai upaya membesarkan porsi kue pengguna selular secara umum. dahulu ketika yang namanya ponsel merupakan produk high-tech yang high-price, penggunanya hanya sebatas mereka yang berkantung tebal saja. akan tetapi, daya serap konsumen tipe tersebut untuk produk selular pun terbatas. artinya, jika para produsen selular, baik ponsel maupun operatornya, mencoba berebut kue yang itu-itu saja maka daya serap pasar dipastikan akan menjadi sangat jenuh. akhirnya, kini dikeluarkan beragam strategi komunikasi untuk memperluas pasar tersebut, tidak hanya bersifat horizontal di existing market tetapi juga secara vertikal dengan menganekaragamkan segmen dan kelas pasar. teknologi selular pun setelah produksinya makin dimassalkan dan makin diragamkan, kini telah beralih wujud menjadi produk yang high-tech tetapi low-price. jika kemudian porsi kue pengguna selular akhirnya dapat semakin berkembang maka bisnis selular di indonesia akan tumbuh semakin cepat. sudah pasti bisnis teknologi dan layanan turunannya juga akan semakin berkembang, misalnya bisnis jual-beli ponsel, pooling dan kuis via sms, penyediaan mobile content, aplikasi (hardware/software) pendukung sms gateway, layanan m-banking, m-commerce, dan sebagainya. tinggal sekarang bagaimana upaya yang telah dilakukan oleh para operator selular tersebut tidak kemudian menjadi melempem lantaran harus tergerus oleh kebijakan pemerintah yang cenderung dapat memberatkan para konsumen produk dan layanan selular yang kini tidak lagi dari kalangan atas saja. journal the winners, vol. 6 no. 1, maret 2005: 51-58 58 daftar pustaka amor, daniel. 2002. the e-business (r)evolution. prentice hall. kalakota, ravi dan marcia robinson. 2000. e-business 2.0: roadmap for success. 2nd edition. addison-wesley professional. kotler, philip. 2000. marketing management. the millennium edition (tenth edition). prentice hall. temporal, paul dan kc lee. 2001. hi-tech hi-touch branding: creating brand power in the age of technology. john wiley & sons (asia) pte ltd. turban, efraim, david king, jae lee, and dennis viehland. 2004. electronic commerce. a managerial perspective, 2004. prentice hall. microsoft word 01_tomy g.s._analisis kinerja.doc analisis kinerja kontrak… (tomy g. soemapradja) 1 analisis kinerja kontrak berjangka komoditi pada tokyo grain exchange – jepang tomy g. soemapradja1 abstract futures contract is one of derivative instruments in which its value depends on underlying asset’s price fluctuation in the future. at the beginning, the futures contracts were traded with hedging motive, but now they are traded with speculative motive also. as an agricultural nation, finally, indonesia has a commodity futures exchange (bbj) by the end of 2000. low volume of transactions and less futures alternative on bbj made tokyo grain exchange (tge) as the object of this research. the statistical test concluded: the average rate of return of futures portfolio model is greater than average of forex trading of usd, and the risk of futures portfolio model is greater than forex trading of usd. keywords: commodity futures, foreign exchange abstrak kontrak berjangka adalah salah satu instrumen derivatif yang nilainya bergantung pada underlying asset. pada awalnya, kontrak berjangka diperdagangkan sebagai sarana lindung-nilai tetapi kini juga diperdagangkan dengan motif spekulatif. indonesia sebagai negara agraris akhirnya memiliki bursa komoditas berjangka dengan mulai beroperasinya bursa berjangka (bbj) pada akhir tahun 2000. rendahnya volume transaksi dan minimnya pilihan mata dagangan di bbj, menjadikan tokyo grain exchange (tge) sebagai objek dalam penelitian ini. uji statistik menyimpulkan bahwa rata-rata tingkat hasil model portfolio kontrak berjangka lebih besar daripada rata-rata tingkat hasil perdagangan valas usd serta tingkat risiko model portfolio kontrak berjangka lebih besar daripada tingkat risiko perdagangan valas usd. kata kunci: kontrak berjangka komoditi, valuta asing 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 6 no. 1, maret 2005: 1-22 2 pendahuluan pada pertengahan tahun 1997, krisis moneter melanda kawasan asia tenggara yang kemudian menular sampai ke indonesia. akibatnya, pendapatan perkapita indonesia pada tahun 2001 berada pada tingkat kurang dari usd 500 atau sedikit di bawah pendapatan perkapita india yang memiliki populasi penduduk kedua terbesar di dunia setelah cina. kondisi perekonomian cederung menyurutkan minat investor untuk menanamkan modalnya di indonesia. ironisnya, pada tahun tersebut negara ini justru tengah menggiatkan pasar modal dan gencar mencari investor lokal maupun asing. untunglah ihsg, sebagai salah satu parameter perekomian nasional, kembali berada di atas tingkat 400 seiring dengan penguatan signifikan kurs rupiah terhadap usd pada akhir juli 2001, yang sebelumnya melampaui batas psikologis rp10.000. dalam usaha mendorong partisipasi aktif investor di pasar modal, pemerintah mengambil kebijakan untuk kembali ke “fitrahnya” sebagai negara agraris dengan memobilisasi keunggulan komparatif yang dimiliki oleh indonesia. langkah itu didukung dengan dibukanya bursa berjangka jakarta (bbj) yang beroperasi sejak 15 desember 2000. keberadaan bbj itu ditunjang oleh uu no. 32 tahun 1997, peraturan pemerintah no. 9 tahun 1999 dan keputusan badan pengawas perdagangan berjangka komoditi no.i/bappebti/1999. namun, bbj belum mampu banyak menarik investor baru, antara lain karena minimnya pilihan kontrak yang diperdagangkan (hanya minyak olein dan kopi robusta) serta volume transaksi yang baru mencapai 1,5% dari target untuk menutup biaya operasionalnya (tabloid kontan no.18 tahun v). berbeda dengan jepang, perdagangan kontrak berjangka komoditi telah berlangsung sejak abad ke-18. dimulai dari perdagangan beras di dojima. walaupun saat ini sebagian besar kebutuhan komoditi jepang dipenuhi dengan impor, aktivitas terbesar perdagangan kontrak berjangka terjadi di bursa jepang (tanugraha, 1998). investor di luar jepang dapat turut bertransaksi di lantai bursa melalui futures commision merchant (fcm) yang memiliki jaringan internasional. fcm akan memberikan konsultasi pada investor dan menyediakan akses khusus agar investor dapat bertransaksi secara on-line dari komputer pribadinya di mana pun berada. bursa di jepang banyak diminati oleh investor indonesia, selain karena perbedaan waktu yang hanya 2 jam lebih cepat dari indonesia, juga terdapat 7 kontrak berjangka yang dapat dipilih sebagai sarana investasi. adanya perbedaan negara tentu berpengaruh pada mata uang yang digunakan untuk bertransaksi. artinya, perdagangan kontrak berjangka komoditas di bursa jepang akan menghadapi dua risiko sekaligus: risiko perdagangan kontrak berjangka dan risiko kerugian kurs. oleh karena itu, alternatif investasi lain yang sepadan dengan perdagangan kontrak berjangka di bursa jepang adalah perdagangan valas sehingga penelitian ini akan menggunakan valas yang paling populer diperdagangkan di indonesia, yaitu usd. dengan demikian, identifikasi masalah yang dikaji dalam penelitian ini sebagai berikut. 1. kontrak berjangka komoditi manakah yang layak dipilih dalam model portfolio? analisis kinerja kontrak… (tomy g. soemapradja) 3 2. bagaimana komposisi model portfolio yang menghasilkan kinerja optimum? 3. apakah kinerja model portfolio tersebut lebih baik daripada kinerja valas dalam bentuk usd? 4. dengan tingkat keyakinan tertentu, berapakah estimasi kerugian dan manfaat diversifikasi model portfolio tersebut di masa mendatang? kerangka pemikiran kontrak berjangka (futures) adalah salah satu instrumen derivatif (turunan) yang nilainya bergantung pada suatu aset lainnya atau underlying asset. saat investor telah memiliki account dan terdaftar sebagai anggota bursa, investor dapat bertindak selaku trader (direct investment) sedangkan bila investor menggunakan jasa fund manager maka investor melakukan indirect investment. untuk memahami apa dan bagaimana gambaran suatu kontrak berjangka, digunakan contoh kasus “ijon” yang mungkin mulai jarang terdengar saat ini. kata “ijon” berasal dari suku kata “ijo” yang berarti hijau. misalkan, tuan ardi memiliki 3 pohon mangga di halaman depan rumahnya. ketiga pohon tersebut terlihat sudah mulai berbuah lebat. dua minggu kemudian seorang pedagang buah bernama deri, secara tidak sengaja melewati rumah tuan ardi dan tertarik pada ketiga pohon tersebut. berbekal pengalamannya, ia memperkirakan bahwa dalam 1 bulan mendatang ketiga pohon tersebut minimal akan menghasilkan 100 kg buah mangga. sesaat kemudian, deri bertemu tuan ardi untuk menanyakan apakah ia bersedia “menjual” buah yang masih “ijo”. akhirnya keduanya sepakat bahwa ketiga pohon tersebut diborong dengan harga rp150 ribu (= rp1.500 per kg x 100 kg). kepakatan tersebut ditulis dalam secarik kuitansi dengan uang muk a rp50 ribu (30% dari nilai total transaksi) dan deri akan kembali untuk memanen ketiga pohon mangga tersebut akhir bulan depan (misal: tanggal 25 februari). buah mangga dalam hal ini adalah underlying asset, uang muka rp50 ribu menjadi initial margin, 100 kg menjadi settlement quantity, harga rp1.500/kg menjadi maturity price, tanggal 25 februari adalah maturity date, serta kuitansi tadi adalah kontrak berjangka itu sendiri. secara praktik, semua atribut kontrak berjangka mengikuti aturan bursa dengan standar baku. contoh tersebut memang mengandung unsur spekulasi karena akan bergantung banyak faktor, seperti cuaca, kualitas buah, harga pasar, dan lainlain. secara keseluruhan, kontrak tersebut bila digabungkan dengan kontrak para pedagang lainnya maka akan mempengaruhi kurva penawaran dan permintaan buah mangga, yang berujung pada harga ekuilibrium buah mangga pada saat itu (spot price). bila ternyata terjadi gagal panen pada industri perkebunan, khususnya pada buah mangga maka harga pasarnya akan cederung naik sehingga deri akan memperoleh laba dari selisih harga beli (kontrak) dan harga jual (harga pasar saat itu). dalam hal ini, deri menggunakan motif lindung-nilai (hedging motive) untuk memperoleh keuntungan dan bermaksud menerima komoditi tersebut secara fisik. bila panen buah mangga berlimpah journal the winners, vol. 6 no. 1, maret 2005: 1-22 4 yang membuat harga turun sampai dengan rp1.000/kg dan bila deri tetap menahan kontrak tersebut maka ia akan merugi. dalam bursa kontrak berjangka, kontrak dapat dijual ke pedagang lainnya yang berminat sehingga deri tidak lagi berhak menerima hasil panen secara fisik serta ia pun dapat mengurangi risiko kerugian yang lebih besar. hasil penelitian elton and gruber (1995) dan jarrow and turnbull (2000) menunjukkan bahwa 97-99% kontrak berjangka diakhiri sebelum jatuh tempo karena pembeli kontrak tidak bermaksud menerima komoditi secara fisik. gambar 1 gejala konvergen menjelang jatuh tempo dengan kata lain, pelaku bursa hanya bermaksud mengambil keuntungan sesaat yang didasari oleh motif spekulasi. akibatnya, harga kontrak dan harga spot menjelang jatuh tempo akan saling mendekati atau kurvanya berbentuk konvergen karena pelaku bursa cenderung menjauhi kontrak yang akan jatuh tempo (hull, 1993). baik perdagangan kontrak berjangka maupun perdagangan valas usd, dalam bauran aset, keduanya dilakukan dengan motif spekulatif dan keduanya tidak terlepas dari konsep investasi: high risk, high income. artinya, fluktuasi nilai kedua sarana investasi tersebut memiliki standar deviasi yang tinggi. distribusi logaritma normal cocok digunakan untuk aset yang nilainya lebih berfluktuatif (jarrow and turnbull, 2000). gambar 2 alternatif bauran aset pendekatan capm terhadap langkah diversifikasi aset untuk menentukan portfolio optimum tidak dapat dilakukan karena bursa kontrak berjangka tidak memiliki indeks bursa, seperti layaknya bursa saham (misal: ihsg). hal itulah yang mendasari ukuran risiko perdagangan kontrak berjangka adalah risiko total (σ) yang merupakan analisis kinerja kontrak… (tomy g. soemapradja) 5 keseluruhan risiko nonsistematik dan risiko sistematik. langkah diversifikasi, yaitu penyesuaian portfolio dengan cara mengubah porporsi aset pembentuk portfolio dan/atau menambah jumlah aset, hanya dapat mengurangi risiko nonsistematik (ε) sedangkan risiko sistematik (β) tidak dapat dikurangi. akan tetapi, risiko total tetap dapat dikurangi secara keseluruhan dengan langkah diversifikasi tersebut. gambar 3 langkah diversifikasi aset untuk mengurangi risiko total dengan demikian, alat yang cocok untuk mengukur kinerja model portfolio kontrak berjangka adalah dengan sharpe performance index karena ukuran risiko yang digunakan adalah total risiko, tanpa membedakan apakah itu risiko nonsistematik maupun risiko sistematik. sementara di lain pihak, excess return masih tetap digunakan sebagai premi laba atas suatu aset (elton and.gruber, 1995)/ tingkat bunga deposito bank pemerintah untuk penempatan 1 bulan akan digunakan sebagai parameter (rf) yang menentukan premi tingkat hasil tersebut. kinerja model portfolio perlu dibandingkan untuk menentukan komposisi portfolio manakah yang mendekati kinerja optimumnya. serangkaian portfolio dapat langsung dibandingkan dengan memetakan setiap portfolio (baik yang diperoleh secara perhitungan teoritis maupun aktual), menggunakan dua faktor tersebut: tingkat hasil dan tingkat risiko (total risk). serangkaian portfolio yang berkarakter sama akan membentuk garis melengkung dari kiri bawah menuju kanan atas sampai dengan batas optimumnya dengan menyesuaikan komposisi masing-masing aset yang membentuk portfolio tersebut. demikian juga dengan portfolio berikutnya, hal itu dilakukan berulang-ulang sampai daerah alternatif portfolio tersebut menjadi bentuk seperti payung (umbrella shaped). lapisan terluar dari setiap portfolio dikenal dengan “the envelope” yang menjadi batas efisien semua portfolio yang ada. journal the winners, vol. 6 no. 1, maret 2005: 1-22 6 gambar 4 menentukan batas efisien portfolio contoh, portfolio pada titik a akan memiliki returna dan riska, demikian juga dengan titik e dan seterusnya. tingkat risiko pada titik b dan x adalah sama tetapi dalam hal ini investor cenderung memilih portfolio pada titik x karena memiliki tingkat hasil yang lebih besar. begitupun dengan kondisi antara titik x dan f, investor akan cenderung memilih portfolio pada titik x karena tingkat risikonya lebih rendah. di dalam bentuk “payung” tersebut, akan terdapat portfolio yang memiliki kinerja sama, walaupun mereka memiliki perbedaan komposisi pada masing-masing aset yang membentuknya. konsep itulah yang kemudian dikembangkan lebih jauh untuk menentukan portfolio manakah yang paling optimum kinerjanya, yaitu dengan pendekatan linier seperti yang dilakukan oleh sharpe. garis pendekatan linier setiap metode akan berbeda, akibatnya sudut antara garis tersebut dengan sumbu horizontal akan berbeda pula (θ). perhitungan yang akan dilakukan cukup kompleks, mengingat aset pembentuk portfolio tersebut akan berjumlah lebih dari satu (n > 1), tetapi tetap memenuhi definisi lintner (elton and gruber, 1995). terlepas apakah aset tersebut memiliki posisi long atau short, total proporsi aset adalah 100%. untuk memenuhi persyaratan tersebut, penelitian ini akan menggunakan 3 metode, yaitu tableau method, simplex method, dan trial-error. analisis kinerja kontrak… (tomy g. soemapradja) 7 gambar 5 menentukan portfolio optimum melalui pendekatan garis linier ketiga metode tersebut akan melahirkan tiga garis linier dengan sudut θ berbeda. semakin besar sudutnya maka semakin baik kinerjanya karena model portfolio tersebut mampu mengurangi risiko nonsistematis sehingga total risikonya pun berkurang. garis linier akan berputar kebalikan arah jarum jam untuk menemukan portfolio optimumnya. desain penelitian 1. objek penelitian adalah 7 pilihan kontrak berjangka komoditi pada tokyo grain exchange – jepang dan valas dalam bentuk usd. ketujuh komoditi tersebut adalah azuki red bean (rb), us soy bean (sb), non gmo soy bean (ng), raw sugar (sg), corn (co), arabica coffee (ac), dan robusta coffee (rc). 2. jenis penelitian termasuk pada analisis komparatif antara kinerja model portfolio optimum kontrak berjangka dan kinerja perdagangan valas dalam bentuk usd. 3. definisi dan operasionalisasi variabel penelitian meliputi hal berikut. tabel 1 definisi dan operasionalisasi variabel penelitian variabel subvariabel indikator 1. kinerja model portfolio kontrak berjangka komoditi harga spot kontrak berjangka komoditi secara individual tingkat harga kontrak berjangka komoditi yang terjadi menurut bulan kontrak terdekat kurs tengah jpy bank indonesia kurs tengah jpy terhadap idr bank indonesia journal the winners, vol. 6 no. 1, maret 2005: 1-22 8 tabel 1 definisi dan operasionalisasi variabel penelitian (lanjutan) variabel subvariabel indikator tingkat hasil kontrak berjangka komoditi individual tingkat hasil perdagangan kontrak berjangka komoditi menurut harga spot yang telah dikonversi ke idr selama periode penelitian tingkat risiko kontrak berjangka komoditi individual deviasi standar perdagangan kontrak berjangka komoditi menurut harga spot yang telah dikonversi ke idr selama periode penelitian tingkat hasil portfolio kontrak berjangka komoditi tingkat hasil model portfolio kontrak berjangka komoditi hasil pemilihan kontrak-kontrak yang layak membentuk model optimum portfolio menurut kriteria cv, menurut periode penelitian tingkat risiko portfolio kontrak berjangka komoditi individual deviasi standar masing-masing kontrak berjangka komoditi selama periode penelitian korelasi silang antar kontrak berjangka komoditi korelasi silang yang terjadi antar kontrak berjangka komoditi, selama periode penelitian tingkat bunga bebas risiko tingkat bunga deposito terendah bank pemerintah untuk penempatan 1 bulan selama periode penelitian 2. kinerja valas usd kurs tengah usd bank indonesia kurs tengah usd terhadap idr bank indonesia tingkat hasil valas usd tingkat hasil perdagangan valas usd selama periode penelitian tingkat risiko valas usd deviasi standar perdagangan valas usd selama periode penelitian 4. periode penelitian adalah periode perdagangan bursa tge selama tahun 2001, yaitu sejak tanggal 4 januari 2001 sampai dengan 28 desember 2001. analisis kinerja kontrak… (tomy g. soemapradja) 9 5. teknik pengumpulan data meliputi: a. studi literatur-literatur yang relevan dengan identifikasi masalah penelitian. b. wawancara terhadap para pelaku bursa di indonesia (trader, investor, dan business consultant). c. observasi perkembangan parameter bursa melalui internet 6. metode analisis adalah analisis teknikal paramater bursa tge berdasarkan risk neutral valuation dengan black-scholes model, dengan uraian sebagai berikut. a. distribusi logaritma normal untuk menentukan tingkat hasil dan tingkat risiko aset. b. analisis sharpe performance index untuk menentukan ukuran kinerja aset. c. analisis value at risk untuk menentukan kerugian dan manfaat diversifikasi porfolio. 7. rancangan hipotesis: hipotesis 1 : rata-rata tingkat hasil model portfolio kontrak berjangka komoditi lebih besar daripada rata-rata tingkat hasil valas usd hipotesis 2 : deviasi standar (tingkat risiko) model portfolio kontrak berjangka komoditi lebih besar daripada deviasi standar(tingkat risiko) valas usd pembahasan mekanisme perdagangan di tokyo grain exchange lantai bursa tge memiliki waktu kerja 09:00-15:30 waktu setempat (gmt+7) atau 07:00-13:30 wib (gmt+9). perbedaan waktu 2 jam itu relatif mudah disesuaikan dengan jam kerja di indonesia dibandingkan dengan bursa sejenis yang beroperasi di eropa, as dan australia (gmt-7 sampai dengan gmt+3). akses ke bursa dapat dilakukan dengan dua cara, (1) klien dapat langsung menghubungi fcm jepang yang telah menjadi anggota tge serta telah memiliki rekening di bursa atau (2) menghubungi perwakilan fcm di luar jepang (associate member). gambar 6 prosedur akses pelaku bursa indonesia ke tge perusahaan itu harus terdaftar dan memiliki izin dari lembaga pemerintah jepang yang bekerja sama dengan lembaga pemerintah negara lainnya, misalnya securities and journal the winners, vol. 6 no. 1, maret 2005: 1-22 10 investment board ltd (inggris) ataupun komisi perdagangan kontrak berjangka komoditi as untuk dapat mengakses bursa sejenis di seluruh dunia. investor asal indonesia harus melalui 4 tahap untuk dapat mengakses tge melalui mitra kerja indonesia (broker) yang bekerja sama dengan kobayashi yoko – singapore (kys) dan kobayashi yoko – japan (kyj). tge telah memiliki 7 mata dagangan kontrak berjangka komoditi, berupa kacang merah azuki, kacang kedelai as, kacang kedelai non-transgenik, gula kasar, jagung, kopi arabica, dan kopi robusta. untuk dapat bertransaksi di bursa, fcm dan business consultant meminta initial margin yang disimpan pada rekening perusahaan tersebut dengan jumlah yang bervariasi, tergantung dari tingkat fluktuasi kontrak berjangka komoditi yang dipilih. fcm memberikan konsultasi pada investor di indonesia (client) dan memperoleh komisi dari setiap transaksi yang terjadi. perbandingan dengan bursa sejenis di indonesia indonesia sebagai negara agraris memang sudah selayaknya memiliki bursa komoditi, terutama komoditi yang menjadi andalan ekspor nonmigas, agar indonesia dapat berperan sebagai price maker. sejak beroperasinya bbj di akhir tahun 2000, sebenarnya telah memiliki 6 mata dagangan berupa kontrak berjangka komoditi kopi robusta, minyak kelapa sawit, kayu lapis, karet, kakao, dan lada. meskipun demikian, bbj hanya memperdagangkan kontrak berjangka komoditi kopi robusta dan minyak olein (produk turunan minyak kelapa sawit) karena volume transaksinya sangat rendah serta minimnya minat masyarakat indonesia tentang manfaat bursa tersebut. pada akhir tahun 2001, presiden megawati telah mengeluarkan kepres no. 119/2001 yang isinya menyetujui tambahan mata dagangan di bbj, meliputi 16 komoditi baru: gula pasir, kacang tanah, kacang kedelai, cengkeh, udang, ikan, bahan bakar minyak, gas alam, tenaga listrik, emas, batu bara, timah, pulp, kertas, benang, semen, dan pupuk. hasil simulasi pada bulan juni – desember 2001 data bbj menyebutkan perdagangan kontrak berjangka emas diprediksi akan menjadi primadona mata dagangan bbj karena selain pasar komoditi tersebut lebih terstruktur, komoditi tersebut mudah menyimpannya – tidak seperti kopi yang membutuhkan gudang, memiliki standar kualitas yang baik, serta dapat menjadi sarana lindung-nilai terhadap fluktuasi kurs idr terhadap usd (kontan no.14 tahun vi). tahun 2002 bbj memiliki 4 mata dagangan berupa kontrak berjangka minyak kelapa sawit, minyak olein, kopi robusta, dan emas. analisis penelitian data yang dianalisis adalah harga penutupan harian kontrak berjangka pada bulan terdekat jatuh temponya (spot month). analisis penelitian menganut analisis teknikal yang banyak berhubungan dengan statistik, termasuk black-scholes model yang menggunakan 11 asumsi (jarrow and turnbull, 2000) sebagai berikut. analisis kinerja kontrak… (tomy g. soemapradja) 11 a1 tidak ada friksi pasar a2 semua pelaku pasar dapat memenuhi kewajibannya a3 pasar bersifat kompetitif. pelaku pasar sebagai price maker a4 tidak ada arbitrase a5 perdagangan bersifat kontinyu a6 pergerakan harga mengikuti distribusi logaritma normal a7 tingkat bunga tidak berubah a8 laba selama interval sebelumnya tidak diperlukan untuk memprediksi laba interval berikutnya a9 laba tidak bergantung pada harga kontrak sebelumnya a10 tingkat hasil majemuk bersifat konstan (μ) a11 varians tingkat hasil majemuk bersifat konstan (σ2) diantara ketujuh kontrak berjangka, hanya kontrak ac dan rc yang memiliki spot month yang sama. walaupun demikian, black-scholes model mampu mengatasi masalah itu, yaitu dengan mengestimasi tingkat hasil majemuk selama periode penelitian sehingga perbedaan tersebut dapat distandarisasi tanpa mengesampingkan faktur maturity itu sendiri. gambar 7 fluktuasi ke-7 kontrak berjangka selama periode penelitian grafik tersebut dinilai dengan mata uang setempat (jpy), fluktuasi yang dialami sesungguhnya oleh para pelaku bursa di indonesia masih harus dikonversi dengan kurs tengah bank indonesia. sesuai dengan asumsi a10 dan a11, n = 246 (hari transaksi) dan interval 1 hari (δ = 1), maka rentang waktu penelitian ini adalah t = nδ = 246 sehingga baik rata-rata tingkat hasil harian maupun varians masing-masing kontrak berjangka harus disesuaikan pada rentang yang sama, maka persamaan tingkat hasil yang diharapkan dan varians menjadi (tahunan) sebagai berikut. journal the winners, vol. 6 no. 1, maret 2005: 1-22 12 ( )[ ] ∑ = = n 1j μδtze dan ( )[ ] ∑ = = n 1j 2δσtzvar pada periode yang sama, tingkat bunga deposito 1 bulan bank pemerintah adalah 13% pa, tingkat bunga deposito tersebut menjadi tingkat bunga bebas risiko dalam penelitian ini (rf). hasil analisis menggambarkan bahwa tingkat hasil yang diharapkan untuk kontrak ng, sb, co dan valas usd lebih rendah daripada rf, sedangkan ke-4 kontrak berjangka lainnya lebih tinggi daripada rf secara harga mutlaknya karena e[z(t)] yang bernilai negatif dapat dimanfaatkan dengan mengambil posisi short. gambar 8 tingkat hasil dan tingkat risiko (tahunan) ke-7 kontrak berjangka komoditi serta valas usd semua parameter pada gambar 7 telah dikonversi ke dalam periode tahunan, seperti prosedur penelitian yang dilakukan oleh elton and gruber (1995), dan nδ = 246. tahap analisis selanjutnya adalah memilih kontrak berjangka yang layak masuk dalam portfolio dengan kriteria cv. cv lebih cocok digunakan sebagai ukuran risiko lanjutan karena hasil awal penelitian menunjukkan semua kontrak berjangka memiliki tingkat hasil dan tingkat risiko yang berbeda (moyer, 2001). ukuran cv dalam harga mutlaknya akan menentukan peringkat masing-masing kontrak berjangka, seperti yang disajikan berikut ini. tabel 2 peringkat kontrak berjangka menurut kriteria cv kontrak berjangka tingkat hasil tahunan (%) tingkat risiko tahunan (%) coefficient of variance (cv) urutan peringkat* sg -20,69 34,34 1,80 1 rb -14,14 37,69 2,61 2 ac -24,02 73,43 3,06 3 rc -21,65 103,58 4,78 4 analisis kinerja kontrak… (tomy g. soemapradja) 13 tabel 2 peringkat kontrak berjangka menurut kriteria cv (lanjutan) co -5,16 38,20 7,40 5 ng 2,17 34,73 16,03 6 sb 0,02 35,80 1464,38 7 usd 8,36 24,65 2,94 * harga mutlak baik kontrak ng dan sb, secara jelas tidak layak masuk dalam portfolio karena ukuran cv kedua kontrak tersebut sangat besar (>15%). kontrak rc walaupun berada pada peringkat ke-4, kontrak tersebut berfluktuatif melebihi dari tingkat hasil tahunannya sehingga tidak layak masuk portfolio yang juga didukung dengan asumsi risk neutral valuation sebagai konsep dasar penelitian ini dan ilmu manajemen keuangan lainnya. kontrak co juga tidak layak masuk dalam portfolio karena tingkat hasil tahunannya lebih rendah dari rf yang membuat premi tingkat hasilnya bernilai negatif. dengan demikian, hanya terdapat 3 kontrak berjangka yang layak untuk membentuk portfolio optimum, yaitu sg, rb, dan ac. pihak fcm mensyaratkan calon investor untuk menyimpan dana sebesar usd 2.500 (ekuivalen dengan jpy 250.000 pada tahun 2001). initial margin yang dibutuhkan untuk bertransaksi berkisar jpy 60.000 – 120.000, tergantung pada persyaratkan yang dibuat oleh pengelola bursa tge. dengan asumsi rata-rata transaksi membutuhkan jpy 80.000 plus jpy 10.000 sebagai maintenance margin maka investasi awal investor hanya cukup untuk mengalokasikan pada 3 dari 7 kontrak berjangka komoditi yang disediakan oleh tge atau sama jumlahnya dengan pemilihan kontrak berjangkan menurut kriteria cv. analisis metode 1: tableau method fungsi tujuan : p fp σ rr θtangen − = maksimalisasi fungsi batasan : rb.acacrb.sgsg 2 rbrbfrb σzσzσzrr ++=− (1) sg.acac 2 sgsgrb.sgrbfsg σzσzσzrr ++=− (2) 2 acacsg.acsgrb.acrbfac σzσzσzrr ++=− (3) menjadi : -27,41 = (37,69)2.zrb + 0,021.zsg + 0,035.zac (1) -34,69 = 0,021.zrb + (34,34)2.zsg + 0,042.zac (2) -37,02 = 0,035.zrb + 0,042.zsg + (73,43)2.zac (3) journal the winners, vol. 6 no. 1, maret 2005: 1-22 14 ketiga fungsi batasan tersebut kemudian ditransformasikan dalam bentuk iterasi, sebagai berikut. tabel 3 iterasi awal tableau method zrb zsg zac konstanta (37,69)2 0,021 0,035 -27,41 (1) 0,021 (34,34)2 0,042 -34,69 (2) 0,035 0,042 (73,43)2 -37,02 (3) perhitungan substitusi dan eliminasi interasi awal tersebut dilakukan berulang-ulang sampai dengan 11 kali yang menghasilkan iterasi final sebagai berikut. tabel 4 iterasi finaltableau method zrb zsg zac konstanta 1 0 0 -0,019 (1) 0 1 0 -0,029 (2) 0 0 1 -0,007 (3) hasil iterasi final menunjukkan bahwa untuk mencapai kinerja portfolio optimum, semua alokasi dana pada kontrak berjangka rb, sg, dan ac berada pada posisi short karena semua konstanta bernilai negatif. berdasarkan definisi lintner (elton and gruber, 1995), alokasi pada masing-masing kontrak berjangka yang membentuk portfolio optimum adalah 35% (short) pada kontrak rb, 53% (short) pada kontrak sg dan 12% (short) pada kontrak ac. analisis dilanjutkan dengan penentuan rata-rata tingkat hasil model portfolio ( pr ) dan tingkat risiko ( pσ ) model portfolio dengan perhitungan sebagai berikut. %89,18rxr n 1i iip == ∑ = sgacac.sgsgacacrbrb.acacrb sgrbrb.sgsgrb 2 ac 2 ac 2 sg 2 sg 2 rb 2 rb 2 p σσρx2xσσρx2x σσρx2xσxσxσxσ ++ +++= =2pσ 0,095204641 =pσ 30,86% catatan: xi = proporsi suatu kontrak berjangka (aset), memiliki pengertian yang sama dengan “wi” (weight = bobot suatu aset) pada literatur lainnya. analisis kinerja kontrak… (tomy g. soemapradja) 15 tangen garis linier sebagai batas efisien metode itu menggunakan sharpe performance index (spi) sebagai berikut. 1915,0 σ r-r θtangenspi p fp === interpretasi dari parameter tersebut adalah suatu portfolio yang terdiri dari 35% (short) pada kontrak rb, 53% (short) pada kontrak sg dan 12% (short) pada kontrak ac menghasilkan spi = 0,1915, dimana rf = 13%. portfolio itu akan membentuk garis dengan intercept 13% yang mendekati the envelope of efficient frontier. untuk membandingkan metode manakah yang dapat memberikan kinerja optimum model portfolio terbaik, penelitian menggunakan simulasi 18 buah portfolio termasuk 2 metode lainnya (simplex method dan trial-error). simplex method menggunakan program aplikasi tora sedangkan metode trial-error menggunakan program ms excel dengan visual basic application (vba). tabel 5 simulasi model portfolio pada kontrak berjangka rb, sg, dan ac portfolio xrb xsg xac pr (%) pσ (%) spi δ spi (%) 1. -1,00 24,02 73,43 0,1510 2. -0,10 -0,90 23,69 67,47 0,1584 ↑ 3. -0,20 -0,80 23,35 61,68 0,1679 ↑ 4. -0,30 -0,70 23,02 56,13 0,1679 ↑ 5. -0,40 -0,60 22,69 50,89 0,1904 ↑ 6. -0,50 -0,50 22,36 46,06 0,2031 ↑ 7. -0,70 -0,30 21,69 38,28 0,2270 ↑ 8. -0,80 -0,20 21,36 35,74 0,2338 optimum trial-error 9. -0,90 -0,10 21,02 34,37 0,2334 ↓ 10. -0,11 -0,71 -0,18 20,60 33,17 0,2291 ↓ simplex method 11. -0,11 -0,80 -0,09 20,30 32,45 0,2249 ↓ 12. -0,35 -0,53 -0,12 18,89 30,92 0,1915 ↓ tableau method journal the winners, vol. 6 no. 1, maret 2005: 1-22 16 13. -0,30 -0,40 -0,30 19,81 36,10 0,1885 ↓ 14. -0,40 -0,60 18,18 29,59 0,1750 ↓ 15. -0,50 -0,50 17,55 29,71 0,1531 ↓ 16. -0,60 -0,40 16,92 30,39 0,1290 ↓ 17. -0,70 -0,30 16,29 31,59 0,1043 ↓ 18. -1,00 14,41 37,69 0,0374 ↓ catatan : tanda minus (-) menunjukkan posisi short, rf = 13%, ↑ = naik, ↓ = turun hasil simulasi menunjukkan bahwa kinerja optimum model portfolio hanya terdiri dari 2 kontrak berjangka, yaitu sg dan ac pada posisi short menggunakan metode trial-error (alasan pertama) dengan kinerja spi = 0,2338 kemudian disusul oleh simplex method dan tableau method. perbedaan nyata antara metode trial-error dan 2 metode lainnya terletak pada fungsi batasan bahwa ketiga aset pembentuk model portfolio harus tetap ada (xi ≠ 0), sementara metode trial-error melakukan simulasi dari xi = 0. akibatnya, kontrak rb “tersisih” dari portfolio optimum yang baru. gambar 9 simulasi model portfolio optimum mengingat minimum initial margin pada spesifikasi kontrak sg adalah jpy 80.000 dan initial margin kontrak ac adalah jpy 60.000 maka dana awal investor yang sebesar jpy 250.000 hanya cukup untuk 2 kontrak sg dan 1 kontrak ac. dengan kata lain, alasan ke-2 terpilihnya portfolio ke-8 hasil metode trial-error lebih memungkinkan diterapkan secara nyata. sisa dana sebesar jpy 30.000 menjadi maintenance margin dana θ analisis kinerja kontrak… (tomy g. soemapradja) 17 telah memenuhi ketentuan minimumnya. dengan adanya maintenance margin itu maka investor masih memiliki dana cadangan tunai saat pihak fcm meminta tambahan dana guna mengantisipasi kerugian yang lebih banyak (alasan ke-3). dampak penyesuaian alokasi dana investor tersebut perlu diikuti dengan penyesuaian definisi lintner. short) -acberjangkakontrak(1%3,27 60.000jpy160.000jpy 60.000jpy x short) -sgberjangkakontrak(2%7,72 60.000jpy160.000jpy 160.000jpy x ac sg = + = = + = oleh karena itu, definisi lintner tetap berlaku saat short selling allowed, yaitu 1x n 1i i =∑ = . simulasi ulang kinerja portfolio ke-8 sebagai berikut. == ∑ = n 1i iip rxr 21,60% sgacac.sgsgac 2 ac 2 ac 2 sg 2 sg 2 p σσρx2xσxσxσ ++= =pσ 37,49% 2294,0 σ r-r indexeperformancsharpe p fp == (rf = 13%) alasan ke-4 adalah model portfolio baru ini pun masih memiliki kinerja relatif lebih tinggi daripada model portfolio ke 10 hasil simplex method (0,2291). alasan ke-5, portfolio tetap mencapai kinerja tertinggi saat perubahan tingkat bunga deposito 1 bulan bank pemerintah (rf) mencapai 16,7%. bila rf mencapai lebih dari 16,7%, alokasi teoritis model portfolio ke-8 ini menjadi 70% (short) pada kontrak sg dan 30% (short) pada kontrak ac – dan tetap memiliki kinerja optimum dibandingkan dua metode lainnya. sementara itu, kurs tengah bank indonesia valas usd, sebagai faktor pembanding kinerja model portfolio kontrak berjangka, memiliki tingkat korelasi besar (ρ = 0,938) terhadap valas jpy dengan selisih kisaran kurs rp 700 – 2.400 selama periode penelitian. journal the winners, vol. 6 no. 1, maret 2005: 1-22 18 gambar 10 fluktuasi kurs tengah valas usd dan jpy bank indonesia periode 2001 dengan cara yang sama berdasarkan distribusi logaritma normal dan model black-scholes, diperoleh rata-rata tingkat hasil sebesar 8,36% pada tingkat risiko 24,65% (tabel 2 ). dilihat dari faktor kinerjanya, baik tingkat hasil maupun tingkat risiko, valas usd ternyata lebih rendah daripada model portfolio. parameter tersebut selanjutnya akan diuji untuk menentukan kesimpulan statistik. hasil uji statistik a. hipotesis – i kedua sampel berukuran besar (n = 246) dan 1x adalah rata-rata tingkat hasil model portfolio dan 2x adalah rata-rata tingkat hasil valas usd. 1x = 21,36% 2x = 8,36% 1n = 246 2n = 246 1s = 35,74% 2s =24,65% 4,68 n s n s xx z 2 2 2 1 2 1 21 uji = + − = pada tingkat kesalahan α = 0,05 diperoleh ztabel = 1,64, maka simpulan statistiknya adalah: h0 ditolak karena zuji > ztabel dan hipotesis penelitian (h1) tidak ditolak, maka rata-rata tingkat hasil model portfolio lebih besar daripada rata-rata tingkat hasil valas usd. b. hipotesis – 2 penelitian menggunakan anova untuk menguji perbedaan varians dua sampel besar (n = 246) yang bersifat independen, kedua sampel memiliki varians yang berbeda (s1 ≠ s2), sebagai berikut. analisis kinerja kontrak… (tomy g. soemapradja) 19 1s = 35,74% 2s =24,65% 2,10 s s f 2 2 2 1 uji == pada tingkat kesalahan α = 0,05 diperoleh ftabel = 1,00, maka kesimpulan statistiknya adalah : h0 ditolak karena fuji > ftabel dan hipotesis penelitian (h1) tidak ditolak, maka varians model portfolio lebih besar daripada varians valas usd. analisis perbandingan kinerja model portfolio dan valas usd koefisien varians kembali digunakan untuk membandingkan kinerja portfolio (yang telah memenuhi persyaratan margin tge) dengan kinerja valas usd, mengingat tingkat hasil dan tingkat risiko kedua parameter tidak sama. hasil perhitungan menurut tabel di bawah menunjukkan bahwa distribusi risiko valas usd lebih besar daripada distribusi risiko portfolio (cvusd > cvportfolio). tabel 6 perbandingan kinerja portfolio dan valas usd r tahunan (%) σ tahunan (%) cv portfolio 21,59 37,34 1,729 usd 8,36 24,65 2,948 masalah penting yang menentukan pemilihan kedua alternatif tersebut tergantung pada karakter investor secara individual. penelitian ini menggunakan risk neutral valuation dari black-scholes model untuk mengukur masing-masing parameter penelitian (hull, 1998). dengan asumsi tersebut, penelitian berkesimpulan bahwa model portfolio yang terdiri dari 72,7% (short) pada kontrak sg dan 27,3% (short) pada kontrak ac memiliki kinerja yang lebih baik daripada kinerja valas usd. analisis value at risk (var) dasar perhitungan proporsi setiap kontrak adalah dana yang benar-benar digunakan untuk transaksi perdagangan di bursa (100% = jpy 220.000) sedangkan sisanya jpy 30.000 menjadi maintenance margin. dengan tingkat keyakinan sebesar 95% (α = 0,05) untuk 90 hari mendatang pada tingkat fluktuasi yang sama, perhitungan estimasi kerugian dan manfaat diversifikasi model portfolio sebagai berikut. 02380,0 246 %34,37 246 == σ =σ tahunanharianportfolio journal the winners, vol. 6 no. 1, maret 2005: 1-22 20 pwvar ασ= 0 w0 = jpy 220.000 α = n(0,05) = -1,64 σportfolio harian 90 hari = 0,02380. 90 var portfolio 90 hari = (jpy 220.000).(-1,64).(0,02380. 90 ) = jpy 81.463 σsg harian = 2,40% σac harian = 4,68% xsg = jpy 160.000 (72,7% dari total portfolio) xac = jpy 60.000 (27,3% dari total portfolio) varsg 90 hari = (jpy 160.000).(-1,64)(2,40%. 90 ) = jpy 59.744 varac 90 hari = (jpy 60.000).(-1,64)(4,68%. 90 ) = jpy 43.688 manfaat upaya diversifikasi portifolio sebagai berikut. = ( varsg 90 hari + varac 90 hari ) varportfolio 90 hari = jpy 21.969 dengan nilai awal jpy 220.000 (rp 19,8 juta), probabilitas kerugian portfolio sebesar jpy 81.463 (rp 7.331.670) tidak lebih dari 5% selama 90 hari mendatang (jpy 1 = idr 90). asumsi kurs tersebut berdasarkan kurs tertinggi yang pernah dicapai selama periode penelitian. hal itu dimaksudkan sebagai toleransi depresiasi nilai rupiah terhadap jpy yang berdampak langsung pada tingkat hasil portfolio dan kontrak berjangka secara individual. penutup simpulan berdasarkan distribusi logaritma normal dan kriteria cv, hanya 3 kontrak berjangka komoditi yang layak dimasukkan dalam model portfolio diantara 7 mata dagangan pilihan di bursa tge, yaitu rb, sg, dan ac. simulasi model portfolio hasil metode trial-error memiliki kinerja yang tertinggi pada rf = 13% dari pada tableau method dan simplex method hal itu karena metode tersebut tidak mengharuskan xi ≠ 0, sehingga kontrak rb tersisih dari model portfolio yang baru, dengan komposisi : 80% (short) pada kontrak sg dan 20% (short) pada kontrak ac. analisis kinerja kontrak… (tomy g. soemapradja) 21 mengingat initial margin kontrak sg adalah jpy 80.000 dan untuk kontrak ac adalah jpy 60.000 maka dari investasi awal investor yang sebesar jpy 250.000 hanya cukup untuk 2 kontrak sg plus 1 kontrak ac, sisanya sebesar jpy 30.000 menjadi maintenance margin. dengan demikian, komposisi nyata model portfolio adalah 72,7% (short) pada 2 kontrak sg dan 27,3% (short) pada 1 kontrak ac. meskipun demikian, komposisi nyata tersebut tetap memiliki kinerja yang relatif lebih baik daripada dua metode lainnya saat rf ≤ 13%. bila rf > 13% maka komposisi model portfolio optimum berubah menjadi 70% (short) pada kontrak sg dan 30% (short) pada kontrak ac. di lain pihak, rata-rata tingkat hasil valas usd, sebagai faktor pembanding kinerja model portfolio kontrak berjangka, mencapai 8,36% dengan tingkat risiko sebesar 24,65%. distribusi risiko valas usd lebih besar daripada distribusi risiko portfolio (cvusd > cvportfolio), membuat kinerja model portfolio yang terdiri dari 2 kontrak sg (short) dan 1 kontrak ac (short) memiliki kinerja yang lebih baik daripada valas usd. simpulan statistik pada tingkat kesalahan (α) sebesar 0,05, rata-rata tingkat hasil model portfolio tersebut lebih besar daripada rata-rata tingkat hasil valas usd serta tingkat risiko model portfolio lebih besar daripada tingkat risiko valas usd. analisis var pada nilai investasi awal jpy 220.000 (rp 19,8 juta), probabilitas kerugian portfolio sebesar jpy 81.463 (rp 7.331.670) tidak lebih dari 5% selama 90 hari mendatang dengan manfaat diversifikasi jpy 21.969 (rp 1.977.210). saran 1. dana investasi awal (pembukaan rekening) sebesar jpy 250.000 atau setara dengan usd 2.500 pada tahun 2001 cukup besar untuk dimainkan dalam maksimal 3 kontrak berjangka komoditi di bursa tge. oleh karena itu, dana tersebut sebaiknya bukan berasal dari dana cadangan yang kelak ingin ditarik kembali sewaktu-waktu. 2. begitu banyak business consultant atau trading consultant yang menawarkan tingkat hasil jauh lebih besar dari rf membuat kita harus ekstra hati-hati dan mengenal lebih jauh apa yang dimaksud dengan perdagangan derivatif secara umum, serta perdagangan kontrak berjangka komoditi secara khusus. termasuk, perbedaan cara pengonversian dana awal investasi diantara para trader, sistem komisi, dan profit-loss sharing antara klien-trader, trader-fcm. 3. analisis teknikal yang dilakukan dalam penelitian ini perlu dilengkapi dengan analisis fundamentalnya. tingkat kepercayaan para analis bursa terhadap parameter statistik akan sedikit-banyak mempengaruhi keputusan akhir. lakukan simulasi terlebih dahulu kemudian lengkapi wawasan dengan literatur yang dapat mengefisienkan langkah diversifikasi portfolio untuk mengurangi potensi risiko. journal the winners, vol. 6 no. 1, maret 2005: 1-22 22 daftar pustaka elton, edwin j. and martin j. gruber. 1995. modern portfolio theory and investment analysis. 5th edition. john willey & sons. hull, john c. 1997. options, futures, and other derivatives. 3rd edition. prentice-hall. jarrow, robert and stuart turnbull. 2000. introduction to derivative securities. 2nd edition. south-western college publishing. jones, charles p. 1998. investment – analysis and management. 6th edition. john willey. levin, richard i. and david s. rubin. 1998. statistic for management. 7th edition. prentice-hall. linsmeier, thomas j. and neil d. pearson. 1996. risk measurement: an introduction to value at risk. university of illinois at urbana-champaign. manfredo, mark r. and raymond m. leuthold. 1998. agricultural applications of value at risk analysis: a perspective, department of agricultural and consumer economics. university of illinois at urbana-champaign. tanugraha, haryy. 1998. perdagangan berjangka: peluang dan tantangan di era globalisasi. jurnalindo aksara grafika. weston, j. fred and thomas e. copeland. 1997. manajemen keuangan. edisi 9. binarupa aksara. weirs, ronald m. 1998. introduction to business statistics. 3rd edition. brooks/cole publishing company. failure factors among …… (cut irna setiawati; abi atarita) 95 failure factors among young entrepreneurs in higher education institution: a study from telkom university cut irna setiawati1; abi atarita2 1,2business administration, faculty of communication and business telkom university jl. telekomunikasi, terusan buah batu no.01, bandung 40257, indonesia 1irnacut@telkomuniversity.ac.id; 2abieeatarita@yahoo.com abstract the purpose of this research was to determine factors that caused the failure of young entrepreneurs in telkom university among the participants of 2016-2017 competition and exhibition. this research applied a quantitative method with a descriptive and explorative research type. techniques of collecting data were using questionnaires. this research used the nonprobability sampling method that was saturated sampling because of all members of the population of 116 respondents in this research. data analysis was using principal component analysis (pca). the results show the five new factors causing the failure among young entrepreneurs in telkom university who participate in the business plan competition and creative market exhibition in 2017 are: (1) improper asset and marketing management, (2) unqualified entrepreneurial characteristics, (3) unwell anticipation of capital and regulation pressure, (4) financial and non-financial failures, and (5) ignored by the owner. keywords: failure factors, young entrepreneurs, higher education institution introduction the phenomenon of entrepreneurship is now growing, setiawan (2016) has reported that the increasing number of entrepreneurs in indonesia is from 0,24% to 1,56% of the total population. now in indonesia, there is quite a lot of entrepreneurs and also smes (small medium-sized enterprises) that are successful and able to produce promising benefits. entrepreneurial activities also directly open employment; this can be seen with the increase of smes that absorb much manpower. according to the chairman of the board of judges of dki jakarta chamber of commerce and industry, dhaniswara k harjono, who says that indonesia is the country with the most sme industry players, around 57,9 billion enterprises among indonesia (sari, 2014). smes in indonesia also vary when viewed from the age group. based on survey results of marketing research specialist (mars) in early 2012, the entrepreneurs of smes have begun to be dominated by people who are still relatively young. among them have been running sme business since a relatively young age of 17-20 years with a percentage of 0,6% and smes in the age range 21-25 reach 3,9%. starting a business should be from a young age, for instance, when aged 20-40 years. each age group has an interest in the type of business to be run. sme actors aged 21-25 years have been running small businesses with a percentage of 4,5% and medium businesses of 3,3%. sme actors who come from the productive age group and young tend to be interested in running a small business. with a small capital, there are quite a lot of types of business opportunities that can be run. they can start with online business, culinary, business in the field of services or businesses that rely on expertise, such as having the expertise to make various types of handicrafts. kew et al. (2013) have reported that if it is viewed from another perspective of educational background, public perception mailto:irnacut@telkomuniversity.ac.id mailto:abieeatarita@yahoo.com 96 journal the winners, vol. 19 no. 2, september 2018: 95-109 about the average sme entrepreneurs is a high school graduate. it turns out that the perception is wrong. based on mars survey results, the majority of sme actors actually have a fairly high level of education, because they are on average high school graduates or equivalent. the largest perpetrators of smes are the educational background of high school/vocational school with a portion of 45,8%. it is followed by graduates and postgraduates of 22,1%, junior high school graduates of 11,5%, academy/diploma graduates only of 10,5%, primary school graduates of 8,5%, and do not complete primary school of 1,6%. an entrepreneur with higher education will have a step ahead of the mind and be able to think ahead of the plan and a good prospect to be implemented. with an adequate level of education, a person is more motivated to never give up on building a business. one’s level of education is also related to the competitiveness of the person in entrepreneurship. with the background of different levels of education, the number of sme actors can be divided based on the distribution of the city. there are five cities that have smes with high school graduates with the highest share; makassar (58,9%), followed by medan (54,3%), solo (49,4%), surabaya (45,3%), and bandung (43,1%). in order to generate entrepreneurs, an important element in this education is the entrepreneurship education. ideally, the concept of entrepreneurship should be integrated into the curriculum from elementary school to post-high school. the importance of entrepreneurship education is given early because youth have tremendous energy so they can express their creativity and innovation from a very young age. smes graduated from of sma/smk are the largest number in almost every city. according to the head of south sulawesi cooperative and smes, syamsu alam ibrahim, the number of smes in south sulawesi has reached 916.000 units (fatir, 2018). in medan, juraidi (2016) has reported that according to the head of department of smes medan, arjuna sembiring, in 2009 there are about 22.000 perpetrators of smes and the number continues to increase until 2015 to approximately 300.000 actors umkm. in solo, regano (2014) has reported that the department of cooperatives and micro small medium enterprises (smes) surakarta has recorded the number reaches 43.932 units. while in surabaya, afrianto (2016) has reported that tri rismaharini surabaya mayor, has revealed the number of small and medium enterprises (smes) that has grown more than 300%. currently, surabaya already has about 3.000 smes from total smes in 2010 of 92 smes. while in bandung, according to the head of diskoperindag bandung, popi hopipah, based on official public relation staff (2016) has stated that the entrepreneurs of smes until the end of 2015 has recorded 5.158 units with a total workforce of 40.548 people. based on the data of smes in bandung until the end of 2015 it has recorded 5,158 units with the percentage of 17,6% sme perpetrators are graduate/postgraduate. not all college graduates work in accordance with the field they study during college. although some of them are still in accordance with the field of study. according to agus santoso, founder of young indonesian movement of business (gimb), currently, there has been a change in the younger generation, especially students. they are more interested in becoming employers than civil servants or employees (ant, 2016). the impact can also be felt by one of the universities in bandung, for example, telkom university (tel-u). based on the interview with vice rector iii, ama suyanto, has mentioned that the passion of the young generation to jump into the business world is so high. it is seen by the many students who enter the business and creative economy development. the emergence of business incubation on campuses also contributes to the increasing interest of students to start the business (thompson & downing, 2007). therefore, the researchers try to find out how much interest in entrepreneurship of by interviewing siti nurhayati, as assistant manager of bk entrepreneurship development. she says that entrepreneurship interest of tel-u students is high, and several factors that make students want to run a business is because they are diligent, can look for opportunities, continue the business from parents, join hipmi community or entrepreneurship bem, and the courses. entrepreneurship courses also have their own role in increasing the interest of students to start failure factors among …… (cut irna setiawati; abi atarita) 97 entrepreneurship and open the insight of students about entrepreneurship itself (hattab, 2014). siti nurhayati adds that telkom university has held several seminars on entrepreneurship. another effort made by tel-u to increase the interest of its students in entrepreneurship is by holding two competitions in the form of a business plan and creative market starting in 2015. grant given from competitions can be used as capital for student's business (jack & anderson, 2006). the number of students who follows the business plan competition and creative market exhibition is increasing. this is evidence that quite a lot of telkom university students who want to try to be entrepreneur. for example, participants from the business plan competition and creative market exhibition have tried to start their own business initially. however, some of the participants eventually decide not to continue the business. based on the interview with siti nurhayati, she says that based on data from the student affair, students who compete in business plan and creative market 2017 which have not run their business anymore is about 75%. from the results of the researchers’ interview with one of the business plan competition participants in 2017, qotrunnada firly, an undergraduate student of information engineering class of 2015, he says that he has tried several times to run the business, starting from sticker cutting, then selling pudding, to selling pashmina. however, he always experiences business failure due to lack of capital. qotrunanda firly adds another reason that students often complain about business failures is usually the time management. students are difficult to share between the time of college and time to run the business. uncertain timetable schedules, growing college assignments, and the lack of experience, make them short of time to run their business. the students who want to run a business should be given knowledge about the business in order to facilitate the running of their business later (wajahat & naqvi, 2011). the objective of this research is to explore the factors why some young entrepreneurs in the higher education institution, such as telkom university, find failure in generating their business. previously, there is rarely research on the same topics by taking this university as an object. the motivation, as well as the benefits of this research, is to find the real factors and state the dominant factors why young entrepreneurs are failed in business activity, while this university has the proper facilities, the business incubator, mentors, and interesting competition in innovation and creativity. further, the result of this research can be used by the student affair department as the reference in deciding to improve the entrepreneurial atmosphere in tel-u. factor failure of a business according to khelil (2016) is due to neglect by its owner, fraud and theft, lack of skills and expertise, unbalanced experience, marketing problems, policy payments goods on credit, and bad financial supervision. meanwhile, research conducted by ekonomi and ganesha (2015), has mentioned that the most dominant factor influencing the failure of the recipient of student entrepreneurial program (pmw) program at ganesha university in 2014 is a factor competent in managerial with the value equal to 28,793%, experience factor with the value equal to 21,459%, and financial factor with the value equal to 13,790%. however, most of the perception in society about the form of business failure is bankruptcy (bolinger & brown, 2015). but in this research, the researchers refer to what is stated by atsan (2016) about various forms of failure, including not achieving goals as initially planned, lost, bankrupt, void, deceived, fooled, wretched (jensen, 2016), rejected, put aside, ignored, do not pass, and no progress. based on this, the interest of researchers is to examine a business failure among young entrepreneurs in tel-u from participants of the business plan competition and creative market exhibition 2016-2017. the term entrepreneurial has been popularized since 1990. before that, the term “entrepreneurship” or “entrepreneur” (french language) is more popular which means people buy goods with a fixed price, even though the person does not know how price will be sold (tha, 2017). then, “entrepreneurship” or “entrepreneurship” is defined differently, but in principle, the purpose and scope are the same, “entrepreneurship” comes from the word “entrepreneurship” (sadi & henderson, 98 journal the winners, vol. 19 no. 2, september 2018: 95-109 2010). “entrepreneurship” means brave, prime, noble. business means business commercial and noncommercial activities. so “entrepreneurship” is defined literally as “matters concerning one's courage to do one's courage to conduct business and non-business activities independently” (bolinger & brown, 2015). entrepreneurship comes from the term entrepreneurship that actually comes from the word “entrepreneur” (cope, 2010) which means ability in creative thinking and innovative behavior that is used as the basis, resources, driving force goals, tricks, and tips processes in the face of life’s challenges. oser and volery (2012) have stated that “entrepreneur” is someone who has a combination of elements of internal elements that include a combination of innovation, vision, communication, optimism, encouragement, and ability to take advantage of business opportunities. another opinion says entrepreneurship arises when a person dares to develop his business idea or new ideas (rasmussen, 2011). the entrepreneurial process includes the functions, activities, and actions associated with the acquisition of opportunities and the creation of business organizations; therefore entrepreneurs are the ones who get the opportunity and create an organization (khelil, 2016). in general, one’s motivation to become an entrepreneur includes: (1) profit that can determine how much profit is desired, benefits received, and how much will be paid to other parties or employees. (2) freedom means free to set the time, free from supervision, free of rules that suppress or intervene other people, free from the rules of organizational culture or company. (3) the personal dream is the freedom to achieve the expected standard of living, apart from the tedious routine of work because it must follow the vision, mission, and dreams of others (pruett et al., 2009) that can determine his fate/vision, mission, and dreams. (4) the independence that has a sense of pride because it can be independent in everything, such as capital, management/management, independent in supervision, as well as a manager of himself (oser & volery, 2012). the success of a business according to oser and volery (2012) are; (1) honest and hard work as well as tenacious, (2) discipline and dare to bear the risk, and (3) able to carry out management well. factors that support the success of entrepreneur by canidio and legros (2015) are; (1) able to serve consumers well, and know exactly the market, (2) have enough capital, (3) can lift a good and proper workforce, let alone can get a ‘right hand’ is skilled, (4) find and use information on a regular basis, (5) listening, and following the regulations issued by the government, (6) have reliable experts, and (7) able to manage time effectively. while the failure of a business according to wajahat and naqvi (2011) are; (1) the ignorance the owner when he/she fails to run the business and lets things happen without taking positive action; (2) finance and theft when the employees steal money (corruption), company goods, or company secrets; (3) the owner has a lack of skill and expertise. he/she has no knowledge and skills in managing money, people, inventory, machinery, and customers; (4) unbalanced customers when they have the experience in sales but not in purchasing, and have experience in finance but not in production and sales; (5) marketing problems when the owner is unable to attract enough customers due to lack of promotion, low-quality goods, poor service, and less attractive layout; (6) the policy of payment of goods on credit and bad financial oversight. purchase of goods on credit by the customer regardless of the customer’s ability to pay and does not have a good billing policy; (7) high-cost expenditure when it cannot control expenses, for instance, travel expenses, hosting partners, room renovation, electricity, telephone, water, and others; (8) there are too many assets, too much inventory of goods, equipment, vehicles, and so on, however, there are less useful and less enough operational costs; (9) poor inventory control that too much inventory of unsold merchandise (muhammad, mcelwee, and dana, 2017); (10) non-strategic business locations, such as in a narrow alley, behind the building, are hard to find, too far from the customer's environment; (11) loss of valuables due to natural disasters, fire or other disasters in matters of leadership does not insure. there are eight causes of business failure according to arasti, zandi, and bahmani (2014). they are; (1) managerial incompetence and incompetent nature of company leadership may be caused failure factors among …… (cut irna setiawati; abi atarita) 99 by inexperience, unable to make decisions, so it is not clear which direction to go; (2) there is a lack of experience and less experienced. it is preferably the leadership has a basic knowledge of business done, including technical skills and conceptual skills; (3) there is the poor financial control where the top management is the key that makes the success of a company. the three main things that cause financial problems are the lack of working capital, the policy of giving credit to the buyer (walsh & cunningham, 2016), and too much money being bought into the fix assets; (4) failure to plan for the future will undermine the company's forward movement, especially in the face of expansion; (5) there are inappropriate location and failure to choose a location that suits the business performed; (6) there is a lack of inventory control, and lack of oversight of inventory will result in a shortage of goods or perhaps excess stock; (7) the improper attitudes when there is the less earnest attitude in the effort due to the behavior of managers is less ready; (8) there is the inability to make the entrepreneurial transition that usually happens after the company progresses and grows, for example, the manager cannot delegate his work to others. as a result, his/her activities are less effective. (welter, 2006). there are also failures in small business enterprises are; (1) there is a lack of capital, and it cannot cultivate relations, so there is no additional capital; (2) there is the lack of knowledge about business; (3) the poor management can be seen that there are no skills in management from planning, organizing, mobilizing employees, and overseeing business activities; (4) there is inadequate planning, unable to make planning because they think it is not important or they are not able to plan; (5) there is the lack of experience, and the attitude does not want to learn from experience; (6) there are government’s restrictions with various rules (lee & miesing, 2017). according to mihajlović and schulte (2015), failure can also be generated with basic weakness that comes from the personal nature of full doubt and life without guidance or orientation that firmly, likes to underestimate the quality, wants to break through or take shortcuts, not having confidence, not discipline, and likes to ignore the responsibility. according to jensen (2016), the factors of aggravation are underestimated dedication, fail in controlling business, less in management's understanding, less attention to the management of accounts receivable, expanding the excessive effort, underestimate the financial planning, and wrong business location, and big spend (rezaei-zadeh & reilly, 2014). methods this research is a descriptive and explorative research with quantitative approach. explorative research is research conducted to obtain information that is very general about the research problem, namely information about the area of interest of researchers and becomes the basis for further researchers. the population of this research is telkom university students who have the business and have followed the competition business plan competition, and creative market exhibition 20162017 amounted to 116 people. it uses one sampling technique on nonprobability sampling that is saturated sampling. saturated sampling is a technique for determining the sample when all members of the population are used as a sample. primary data in this research comes from questionnaires distributed to respondents either directly or via the internet. in this research, the researchers obtain secondary data based on data obtained from supporting libraries and existing pieces of literature in the library, journals, prior research, and website or the internet. the data analysis is using principal component analysis (pca), which is a factor analysis method that extracts factors by using total variance in the analysis. this method produces factors that have the least specific variance and variance error. if there are several factors generated, the former determines the dimension of the latent dimension underlying the original variables. the process of factor analysis depends on the correlation of the variables. it uses the correlation matrix between one variable with other variables. to test the accuracy of the formed factors, the statistical test of bartletts test sphericity with significant value <0,05 and kmo is used to determine the feasibility of factor analysis. 100 journal the winners, vol. 19 no. 2, september 2018: 95-109 29% 10% 19% 23% 7% 8% 4% feb fkb fik fri fte fif fit results and discussions the respondents of this research are telkom university young entrepreneurs who participate in business plan competition and creative market exhibition from 2016-2017 from seven faculties. the total distributed amounted to 116 people can be seen in figure 1. figure 1 respondents based on faculties figure 1 explains that the respondents who fill out this research questionnaire from seven faculties. faculty of industrial engineering is 23%, faculty of creative industry is 19%, faculty of communication and business is 10%, faculty of informatics is 8%, and faculty of electrical engineering is 7%. students in the faculty of business economics are the respondents most fill the questionnaire with the number 29%. students in the applied science faculty are with 4%. table 1 shows the highest number that fills the questionnaire based on the batch, which is the batch (2013) amounts to 61 respondents, batch (2014) is 31 respondents, batch (2012) is 24 respondents. factors affecting the generation of 2013 and 2014 as respondents who fill the most questionnaires is because in the competition of business plan and creative market in 2016, force 2013 and 2014 are not yet in the final stage of the task, so in contrast to the 2012 class that is somewhat less filling questionnaires because students are preparing the final task of the year. in figure 2, the type of business undertaken by the respondents is varied. it is from fashion, culinary, accessories, and others such as applications, rentals, and handicrafts. the type of fashion business is the most widely performed (41%), followed by culinary business 28%, accessories 19% and others as much as 12%. factors that make students are most fond of fashion business because bandung is the center of fashion shopping that there are famous factory outlets, so rapid growth of fashion business, the business opportunity in this field wide open. then culinary, because many opportunities that can be obtained by students to open the culinary business around the campus. the percentage of it can be seen in figure 2. table 1 respondents based on batch no batch frequency % 1. 2012 24 20.6 2. 2013 61 52.5 3. 2014 31 26.7 total 116 failure factors among …… (cut irna setiawati; abi atarita) 101 figure 2 respondents based on business type figure 3 states that the business failure experienced by the respondents is generally due to no progress (41%), the loss factor is 33%, the factor of bankruptcy is 15%, the factor of deceived is 4%, and hurt factor/stricken disaster is 7%. most of the students feel that his/her productive capacity never increases. this is due to the difficulty of dividing the time in managing his business so that most of the students decide to stop business and return to college focus. figure 3 respondents based on failure factors to test the accuracy of factor analysis, the statistical tests used are the bartlett test sphericity and kaiser mayer-olkin (kmo) to determine the adequacy of the samples. the minimum calculation result should have a kmo value of 0,5 and if less than that value, then research cannot proceed using factor analysis. figure 4 explains that of 116 respondents having sampling adequacy size in this research is 0,846, with reference to the kmo accuracy measure, then the overall sample sufficiency value is good (acceptable). bartlett's test of sphericity is a statistical test to test whether the variables involved are correlated. msa rates greater than 0,5 indicate that a set of variable factors can be further processed using factor analysis. it can also be seen from the table 2, in bartlett's test of sphericity (shown with the chi-square number) of 743,434 with significant 0,000 which means 100% trustworthy that intervariables have the correlation. table 3 shows the magnitude of the percentage of total diversity that can be explained by the diversity of the factors that are formed. in the table, there is also an eigenvalue of each factor formed. to determine the number of factors used then look at the value of eigenvalue, the component with eigenvalue ≥ 1 is the component used and from the table also there are five components or factors formed, because the component 6 eigenvalue value generated is ≤ 1 so that the process factoring stops 41% 28% 19% 12% fashion culinary accessories others 41% 33% 15% 4% 7% no progress loss bankrupt deceived desaster 102 journal the winners, vol. 19 no. 2, september 2018: 95-109 at the component or the eighth factor alone. in factor 6 to 16, it is not used in calculating the number of factors formed because the total number of eigenvalue values generated ≤ 1. based on the table also, there are 16 factors incorporated into the factor analysis. with each factor having variant = 1, the total variant is 16 x 1 = 16. table 2 results of kmo and bartlett’s test kmo and bartlett`s test kaiser-meyer-olkin of sampling adequacy. 0,846 approx. chi-square 743,434 bartlett`s test of sphericity df 120 sig 0,000 table 3 total explained variance comp onent initial eigenvalues extraction sums of squared loadings rotation sums of squared loadings total % of variance cumulative % total % of variance cumulative % total % of variance cumulative % 1 6,014 37,587 37,587 6,014 37,587 37,587 3,006 18,789 18,789 2 1,515 9,469 47,056 1,515 9,469 47,056 2,638 16,485 35,274 3 1,126 7,037 54,092 1,126 7,037 54,092 2,042 12,763 48,037 4 1,038 6,490 60,582 1,038 6,490 60,582 1,733 10,834 58,870 5 1,010 6,312 66,895 1,010 6,312 66,895 1,284 8,024 66,895 6 0,982 6,137 73,032 7 0,761 4,758 77,790 8 0,705 4,408 82,199 9 0,513 3,208 85,407 10 0,496 3,099 88,506 11 0,402 2,513 91,018 12 0,351 2,195 93,214 13 0,308 1,927 95,141 14 0,282 1,762 96,902 15 0,269 1,684 98,586 16 0,226 1,414 100,000 after the factoring process, then there is proceed with grouping factors. grouping factors are done to be able to determine each of the initial variables into the new factor. the initial variables will fit into the five factors that are formed. grouping of these factors is done by looking at the resulting component matrix. the component matrix shows the distribution of variables that have been extracted into factors that have been formed based on factor loading. variables included in the factor have the largest loading factor. factor loading shows the level of closeness variable to the factors formed. the greater the loading factor, the more obvious the variable can be included in one of its factors and vice versa. the process of determining the initial variables is going into component or factor 1, 2, 3, 4 and 5 is done by doing a large comparison of correlation on each line. the initial variables will enter into the x factor that can be seen from the largest correlation value. however, from table 4, it indicates that these factors have not been perfectly dispersed into factors 1, 2, 3, 4 and 5. so, factor rotation is necessary. factor rotation is done to make the larger correlation value bigger, and the smaller correlation value becomes smaller. the rotation used in this research is the varimax rotation. failure factors among …… (cut irna setiawati; abi atarita) 103 table 4 rotated component matrix component 1 2 3 4 5 likes to break through / take shortcuts 0,561 0,286 -0,099 0,317 0,045 do not have confidence 0,483 0,584 0,149 0,039 0,025 not disciplined 0,139 0,788 0,241 0,059 0,233 likes to ignore the responsibility 0,048 0,667 0,034 0,485 0,187 attitudes are less serious in entrepreneurship 0,405 0,364 0,434 -0,117 0,003 likes to underestimate the quality 0,578 0,490 0,231 0,080 -0,319 likes to underestimate the dedication 0,451 0,692 0,113 0,177 -0,012 ignored by the owner 0,028 0,162 0,098 0,026 0,768 too many assets 0,717 0,201 0,054 0,182 0,071 expanding excessive effort 0,747 0,169 0,094 0,181 -0,048 marketing problems 0,653 -0,042 0,316 0,087 0,414 failed in business / business control 0,274 0,281 0,435 0,455 0,383 lack of capital 0,071 0,174 0,790 -0,116 0,278 government regulation restrictions 0,048 0,071 0,754 0,391 -0,049 finance and theft 0,180 0,284 0,439 0,522 -0,304 disaster 0,348 0,076 0,032 0,788 0,057 after a factor rotation in table 4, it can be seen that the factors that are formed and have been scattered perfectly into factors 1, 2, 3, 4 or 5. from each component, the number marked with yellow is the number that shows the largest component value and is loading factor of the 16 factors. furthermore, component factors 1, 2, 3, 4 or 5 will be grouped. from the 21 initial variables enter into factor analysis, in the end, it forms five factors. the factors are then interpreted according to the variables that have the highest loading value with these factors. in this research naming factor based on the highest loading factor on each factor. table 5 is naming the factors that have been formed. the researchers use five naming factors that represent statements or variables or indicators that formed. the percentage of the variance in table 5 reflects the contribution and each factor. the results show that five factors are extracted or formed from factor analysis process. interpretation of factor names is done by judgment. because of its subjective nature, the results can be different if others do the interpretation. the formed factor can be used as a new variable replacing the original variables seen from the highest loading factor. table 5 labeling of new factors factors name of new factor contribution 1 improper asset and marketing management 234,91% 2 unqualified entrepreneurial characteristics 51,81% 3 unwell anticipation of capital and regulation pressure 43,98% 4 financial and non-financial failures 40,56% 5 ignored by owner 39,45% factor 1 is the improper asset and marketing management factor. it consists of five items; expanding the excessive effort, too many assets, marketing problems, always disparaging quality, and always to break through/take shortcuts. factor items expanding excessive business has a percentage of the variance (0,747). it is one of the factors that drives the cause of entrepreneurship failure in telkom university. the new students run a business are too eager to expand their business when they feel there is a good chance that can be taken. they try to get the opportunity. one of the opportunities they can take is to enter the business plan competition in pursuit of the capital prize. they are also follow 104 journal the winners, vol. 19 no. 2, september 2018: 95-109 the creative market as an opportunity to make sales. based on interviews with fathinah amatullah, mbti student of the class of 2013, he says that he wants to join business plan competition in order to get the competition prize as additional capital fund. he also manages to get a champion 3 of the business plan competition in 2015. he is increasingly eager to do a massive expansion of his business called royale milk, without realizing their efforts that do not yet have a strong foundation that is too to handle business obstacles going forward, and eventually his efforts is fail. one of the factors causing business failure is expanding the excessive business. the second item of the improper asset and marketing management is too many assets with the percentage of the variance (0,717). assets are really needed for the businessman to run the business. before entering the business plan competition or the creative market, entrepreneurs actually already have enough assets. the assets are divided into tangible assets and intangible assets. tangible assets are like buildings, machinery, equipment, and others. intangible assets are such as patents, copyrights, trademarks and more. however, the problem that is often faced by new entrepreneurs is that they still cannot manage their tangible assets well so that tangible assets are piled up. plus, they do not use these assets to support their business development optimally. based on the results of interviews with muhammad miftahul ullum, an industrial engineering s1 student who attends the business plan competition in 2015, he say that his business, called pachira had a sufficient amount of assets, but he has claimed not to use all the assets to run his business. so, he receives profit from his selling product still cannot cover the amount of capital he has spent to buy assets. therefore, he feels a loss of business. the third item is the marketing problem factor with the percentage of the variance (0,653). marketing is often regarded as one of the obstacles to the development of a business (rezaei-zadeh & reilly, 2014). therefore, entrepreneurs should have the ability to market the products they sell. entrepreneurs dare to follow a competition such as the business plan or creative market as one of the reasons to market their business. plus entrepreneurs who are still a student now has been technology literate. they do not only market the products offline, but they also market their products online, for example through facebook, instagram, and others. by doing two-way marketing causes the demand for the product increases. based on the result of the interview with s1 informatics engineering student named windi oktaberi, he has a business called duta fashion. he acknowledges that he lacks capacity in terms of production capacity. he is less able to handle the increase in demand so that the amount of production is still below the number of existing demand which causes customers to switch to competitors. marketing mistakes will directly affect the sales turnover of a product offered. so, the turnover continues to decline and eventually he decides not to continue his business. there are several factors causing business failure, one of them is the marketing problem. the fourth item is underestimating factor quality with a percentage of the variance (0,578) because most of the new entrepreneurs usually do not make product quality as the main focus (shulman, cox, & stallkamp, 2012). their main focus is only on how to sell as many products and quickly gain profit. for them, quality or certification is not essential when beginning a business. quality can be in the form of packaging, raw materials, and elements forming the product itself. consumers are now getting smart, they do not haphazardly buy a product, and they are now beginning to be critical in assessing the quality of a product. that is why new entrepreneurs have the potential to experience business failure because they underestimate this. this is in accordance with five factors causing business failure, one of which is like disparaging quality. the fifth item is factor likes to break through or take a shortcut with a percentage of the variance (0,561). the young entrepreneurs too often take shortcuts and want everything instantaneously (pruett et al., 2009). they decide something without thinking about it maturely. therefore, the decision can pose a risk to the continuity of the business being run. they want to sell a product but do not know clearly where they need to get the raw material. finally, they decide to look for the replacement of raw materials for manufacturing their products without trying to survey the failure factors among …… (cut irna setiawati; abi atarita) 105 prospective customers first. consumers are not interested in the products they have created so that the impact on the level of sales is always declining. this is in line with what has been disclosed that there are five factors causing business failure, one of which is likes breaking or taking shortcuts. factor 2 is unqualified entrepreneurial characteristics. it consists of four items including indiscipline, belittling dedication, ignoring responsibility, and lack of confidence. the first item; the in disciplined factor has the highest percentage of the variance (0,788). so the indicipline factor is one of the factors causing business failure, because in carrying out its activities an entrepreneur should have a high discipline, especially the discipline of time. based on the results of the interview with qotrunnada firly, s1 informatics engineering student who has a business named rujaku, he feels as a student who cannot manage his time. so the desire to postpone the job with a variety of reasons such as the exam or the task of campus is high. certainly, he feels his business has no progress and finally the entrepreneur decides to close his efforts to be more focused with his lecture. the second item is underestimating dedication that has the percentage of the variance (0,692). an entrepreneur is required not to give up even if they are in any bad situation. but, the new entrepreneurs still do not have a strong mentality against competitors’ pressures. so they easily give up in the middle of the road. they are quickly in despair and assume the effort they run is a waste if it continues (muhammad, mcelwee, & dana, 2017). plus they rarely reward what they have achieved, consequently, the decision to stop the business is getting bigger. for example, one of the 2016 business plan participants, dede surya pradipta, owns a business in a custom pillow called hypef orpillow. his business has been running for two years, but nowadays more and more competitors are finding it increasingly difficult to get new customers, so he decides to close business. the third item is the lack of ignoring factor with the percentage of the variance (0,667). this relates to an entrepreneur’s responsibility for customer complaints. entrepreneurs who do not want to hear critics and suggestions from their customers that can adversely affect the level of customer satisfaction (lee & miesing, 2017). plus, entrepreneurs still like not keeping promises with suppliers; this will lead to the reduced trust of customers and suppliers. if the entrepreneurs do not have a good relationship with suppliers, it can hamper business activities and reduce trust from customers in which of will have a direct impact on sales turnover. if sales turnover continues to decline, it will lead to business failure. the fourth item is the lack of self-confidence factor with the percentage of the variance (0,584). entrepreneurs who are unsure of their ability or expertise in performing an action or making decision to solve a problem it will be easier to fail. for example, erizka, he has a business in the field of fashion called nattya shop. as the competition progresses, he sees many competitors in the same field as his business. he begins to lose confidence and became pessimistic to win because he feels his business is less creative and innovative. the entrepreneur should be optimistic over any decisions he or she has made. employers usually have begun to lose confidence as competitors begin to issue the latest innovations in their products. competitiveness and pessimism within the entrepreneur can lead to business failure. factor 3 is the unwell anticipation of capital and regulation pressure. this factor consists of three items: capital, deficiency government regulation restrictions, and less sincere attitudes in entrepreneurship. the first item is the capital deficiency factor that has the highest percentage of the variance (0,790). entrepreneurs who want to start a business should already know in detail about how much capital needed (mihajlović & schulte, 2015), so the business can continue to run. entrepreneurs want to compete in business plan and creative market because they want to make competition grants as additional capital. if the addition of capital from competition grants is not enough, employers should be more patient to raise capital first. based on the interview with audria ineswari, mbti s1 student who has a business named kabita which is a kind of business in the field of snack. this business has faltered due to lack of capital factor, eventually; he also takes his own savings funds to be 106 journal the winners, vol. 19 no. 2, september 2018: 95-109 additional capital. however sufficient capital is one of the most important factors in building a business. the lack of capital makes the business is difficult to develop and can also be fatal until the business cannot be forwarded again. the second item is the government’s restrictions factor with the percentage of the variance (0,754), are often seen as an obstacle for employers to try to expand their business. the process of making a business license or product certificate must take time and cost (jensen, 2016), so young entrepreneurs often look for other ways to avoid some of the rules. however, if a businessman is caught committing a fraudulent act or does not follow the applicable regulatory procedures, then the government may withdraw the business license of the entrepreneur. this is in accordance with what is disclosed by megginson in alma (2010). the third item is the factor of less behavior with a percentage of the variance (0,434). the young entrepreneurs who have student status usually cannot entirely plunge into the business world. the half-hearted attitude toward this effort results in the unstable business (jack & anderson, 2006). they tend to make their business as only a side job. they are also less consistent, so it is easy to move to other types of business. the less serious attitude in entrepreneurship can also be fatal to the continuity of the business itself. in accordance with what is disclosed by zimmerer and scarborough in alma (2010) that there are several factors causing business failure, one of which is the factor of poor attitude in entrepreneurship. factor 4 is financial and non-financial pressures. they includes three items: they are the disaster, finance, and theft, as well as failure in business control/business. the first item is the disaster factor that has the highest percentage of the variance (0,788). disaster factor is an unexpected thing that can happen anytime, it greatly threatens the continuity of business operations, such as flood, landslide, fire, and others. one of the participants of business plan 2015, windi oktaberi has experienced a flood disaster which results in stocks of goods he keeps in his home is partly damaged. due to the disaster, the business also suffers huge losses (hamidi, wennberg, & berglund, 2008). enterprises that have been hit by the disaster will certainly cause some losses and also have the potential to cause business bankruptcy. it is in accordance with what comptables (2004) has said that there are several factors causing business failure, one of which is the disaster. the second item is financial factors and theft that have the percentage of the variance (0,687). the entrepreneurs should separate between personal money and business proceeds. employers may not use results of operations for personal gain. some business results must be kept to be used as rotating capital which is useful for business development. if the entrepreneur continues to use the proceeds of money for personal gain, it will affect business losses, plus if the entrepreneur has experienced theft. one of the participants of creative market 2016, riska, has experienced theft of some of the results of his business. this causes him to work even harder to cover the losses of the theft, and if he cannot survive in this situation, then his efforts can potentially experience business failure. the third item is failure factors in business or business controls that have a percentage of the variance (0,455). the young entrepreneurs often control finances. financials for business should not mix with personal finances that can make cash flow unusual. as a result funding for product capital becomes stuck, and entrepreneurial activity becomes hampered before it stops altogether. control of inventory is equally important; inadequate inventory levels will result in shortages and out of stock so that customers feel disappointed and leave. if the entrepreneur cannot control his business, it will be bad for his business in the future. factor 5 ignored by owner. the abandoned factor by owner has the highest percentage of the variance (0,768). it is often found in team-built efforts (canidio & legros, 2015). employers who are still the best students usually have other activities on campus. there are still active organizational failure factors among …… (cut irna setiawati; abi atarita) 107 activities, busy with tasks, and focus on the exam. for example, 2015 business plan participants, fathinah amatullah, builds a business called royale milk with his two colleagues. they are mbti students of the class of 2013 who are working on the final task, so they have to ignore the temporary efforts that have been built together. the reason then affects the lack of coordination within their team which further leads to the slow progress of the business, so they decide to abandon their business. conclusions based on the analysis of this research, there are five factors include improper asset and marketing management, unqualified entrepreneurial characteristics, unwell anticipation of capital and regulation pressure, financial and non-financial failures, ignored by the owner that are known to produce business failures. by knowing what factors are causing the failure in entrepreneurship at telkom university entrepreneur student who follow business plan competition and creative market 2016-2017, it is suggested that: (1) young entrepreneurs who are still lacking confidence are advised to participate in training such as the new entrepreneurship training (wub) organized by the government, the department of cooperatives, and smes of west java province, so that the entrepreneur is expected to be more confident in carrying out its business activities. 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(2017). coping with fear of failure: experiences of young start-up entrepreneurs. doctoral dissertation. aucland: auckland university of technology. thompson, j., & downing, r. (2007). the entrepreneur enabler: identifying and supporting those with potential. journal of small business and enterprise development, 14(3), 528-544. http://doi.org/10.1108/14626000710773592. wajahat, s., & naqvi, h. (2011). critical success and failure factors of entrepreneurial organizations: study of smes in bahawalpur, pakistan. journal of public administration and governance, 3(4), 96-100. walsh, g. s., & cunningham, j. a. (2016). business failure and entrepreneurshsip: emergence, evolution and future research. foundations and trends in entrepreneurship, 12(3), 163-285. welter, f. (2006). the environment for female entrepreneurship in germany. journal of small business and enterprise development, 11(2), 212-223. http://doi.org/10.1108/14626000410537155. accounting, business, management, and information system volume 5, nomor 1, maret 2004 issn: 1412 1212 pelindung dr. th. widia soerjaningsih once kurniawan, s.kom., m.m. ir. bahtiar s. abbas, m.sc., ph.d. redaktur utama prof. dr. gerardus polla, m.app.sc. dewan redaksi parulian sihotang, ak., m.acc., ph.d. ir. harjanto prabowo, m.m. e.a. kuncoro, s.e., m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) dr. suroso isnandar, m.sc. (university of abertay, united kingdom) marien van den boom, ph.d. (inholland university, the netherlands) editor dra. endang ernawati, m.lib. titik rahayu s., s.s. agung pramanto, s.s. sekretariat hery h.m., s.kom. tri septi wulansari harkat christian zamasi alamat sekretariat subbiro publikasi ilmiah bidang ekonomi, biro penelitian dan publikasi, universitas bina nusantara jl. kebon jeruk raya no. 27, kemanggisan, jakarta barat 11530 telp. (021) 5345830, 5350660 ext. 1706 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subbiro publikasi ilmiah bidang ekonomi universitas bina nusantara accounting, business, management, and information system volume 5, nomor 1, maret 2004 issn: 1412 1212 daftar isi kata pengantar................................................................................................................... v laksmi sito dwi irvianti pengembangan karier sebagai motivator kerja karyawan (career development as an employee’s working motivation)........................................... 1-7 haryadi sarjono; budiman notoatmodjo evaluasi dampak program pengelolaan dan pendayagunaan pulau kecil tahun 2003: departemen kelautan dan perikanan (evaluation of the impact of small islands management and empowering program in 2003: department of marine and fisheries)................................................................ 8-18 hartiwi prabowo penerapan economic value added untuk memaksimalkan nilai perusahaan: studi kasus pt xyz (economic value added implementation for maximizing the company’s value: case study of pt xyz).................................................................................................... 19-33 adi cahyadi mengamankan transaksi di internet: suatu tinjauan terhadap justifikasi dan metode (securing internet transaction: a study on justification and method)............................ 34-44 fauzi solihin profit sharing dalam pengelolaan rumah makan “padang” (profit sharing of “padang” restaurant management).................................................... 45-51 son wandrial perkembangan manajemen strategi (strategic management development)............................................................................. 52-71 idi setyo utomo suatu tinjauan penyebab kepindahan dosen perguruan tinggi negeri (ptn) ke luar negeri (an observation of reasons concerning the state university’s lecturers migration).... 72-77 the effectiveness of o2o …… (yulius lie, et al.) 9 the effectiveness of o2o strategy on e-commerce transactions yulius lie1; robertus nugroho perwiro atmojo2; hery harjono muljo3 1,2information systems department, school of information systems, bina nusantara university jl. k. h. syahdan no. 9, palmerah, jakarta barat 11480 3accounting information systems program, information systems department, school of information systems, bina nusantara university jl. k. h. syahdan no. 9, palmerah, jakarta barat 11480 1yulius0688@binus.ac.id; 2ratmojo@binus.ac.id; 3heryhm@binus.edu abstract this research wanted to show the development of e-commerce transaction brought something new to organizations to accelerate their business through online sales. the presence of online marketplace also gave positive impacts for organizations to run online sales. it was undeniable that e-commerce positively contributes to people’s lives, besides the negative side that most people are still reluctant to use it. online-to-offline (o2o) was a strategy to direct online users to do offline activities in physical stores. with o2o, customers could buy products from the store after researching online, paying online, and picking up product from the store. the research aimed to find out more about factors that influence consumer trust level to do a transaction in online media, as well as to measure the effectiveness of o2o strategy on e-commerce. furthermore, this research used a quantitative correlation data analysis method on critical factors that influence customer decision in doing ecommerce transaction, with non-experimental research. the research outcome is the overview of the effectiveness feature and o2o strategy that is provided by the online shopping provider in giving a positive influence for consumers to make purchases in e-commerce. this research also reflects how the people respond to the existence of a marketplace that complements its place with o2o service. keywords: o2o, online marketplace, e-commerce, online transaction introduction in the modern lifestyle, people need practicality in their life, and online-based trading transaction or e-commerce begins to be widely used. it is undeniable that e-commerce positively contributes to people’s lives, besides the negative side that most people are still reluctant to use it (hansen, 2008). however, over time, people begin to use e-commerce in their daily life. it is reflected from the increasing growth of indonesia e-commerce each year (bloomberg, 2016). currently, indonesia becomes the biggest e-commerce market in asean (dbs group research, 2015a). electronic commerce (e-commerce) is a dynamic set of technology, application, and business process that connect specific company, consumer, and community through an electronic transaction, and electronic trade of goods, services, and information (purbo & wahyudi, 2001). moreover, ecommerce changes the normal interaction between consumers and companies, as well as companies and suppliers (o’brien & marakas, 2010). in successfully implementing the e-commerce system, a company must think carefully about the implementation of business strategy (fruhling & digman, 2000). many factors play roles in achieving objectives and implementation of business strategy for the company (baltzan, 2012). mailto:yulius0688@binus.ac.id mailto:ratmojo@binus.ac.id 10 journal the winners, vol. 20 no. 1, march 2019: 9-17 factors from consumers also influence their choice in transactions, such as several perceptions that affect a product more often purchased through the physical market because of the product category and the consumers’ natural ‘character’. this condition is closely related to consumer demographic characteristics (chu, chintagunta, & cebollada, 2008) and products’ market levels (venkatesan, mehta, & bapna, 2007). consumers’ age and education are the determining factors in demography characteristic. besides, the product type and price level become a determinant of consumer choice in buying the product offline or online. the cost to be paid must also be considered besides the price of the product. there are other costs related to the transaction, such as travel costs that depend on the geographical location between the buyer and the seller (forman, ghose, & goldfarb, 2007). moreover, trust factor affects consumers in the acceptance of e-commerce systems (al-abdallah, 2013; behjati & othaman, 2012; sahney, 2008; chen, 2009), including contributions in the implementation of o2o strategy in e-commerce transactions (zhao, xue, & yang, 2015). online marketplace (b2b2c) is an e-commerce portal that bridges organizations as sellers to display and market their products and then in the same portal buyers can choose products to buy and make payments (zhou, 2006). in this case, b2b2c becomes a bridge between suppliers or distributors as sellers with consumers as buyers (zhao & guo, 2012). wu, zheng, and zhen (2010) have suggested that b2b2c can be a potential medium for organizations to take part in e-commerce. online-to-offline (o2o) is a strategy to direct online users to do offline activities in physical stores. with o2o, customers can buy products from the store after researching online, paying online, and picking up product from the store to save shipping costs, and checking product stocks that may not be displayed or marketed in physical stores (dbs group research, 2015a). currently, not many organizations are marketing and selling their products online because of the slow adoption of e-commerce systems in organizations (simpson & docherty, 2004). the main obstacles are the lack of capital and it knowledge (rangone, 1999; tambunan, 2009). if it is analyzed further, factors influencing the adoption of information technology (it) are the same as those factors affecting the adoption of e-commerce in organizations (van akkeren & cavaye, 1999). the presence of the o2o e-commerce strategy model adds a new potential for organizations to enter the e-commerce world because o2o strategy answers to traditional e-commerce models through the synergy of offline and online media in marketing and doing online transactions (xing & junxuan, 2014). the factor of low price (štefko, dorčák, & pollák, 2011) and popular brand name (balamurugan, sathish, & sathyanarayanan, 2013) also contribute to the consumer’s decision to make an online purchase. the types of products purchased through online also depend on the public character (sakarya & soyer, 2013), such as demography and economic factor (chu, chintagunta, & cebollada, 2008; khan et al., 2014). this demographic factor also contributes to the improvement of online-tooffline (o2o) based e-commerce transactions, where sellers encourage offline transactions with online marketing strategies (dbs group research, 2015b). with o2o, customers can buy products from the store after researching online, paying online, and picking up the product from the store. with this strategy, people who are unfamiliar with e-commerce will feel safer when making transactions. there are so many online marketplaces in indonesia. the average online marketplace runs the system with a conventional e-commerce model where products are purchased online, and the product is sent through an expedition service. mataharimall is the only online marketplace with o2o service in indonesia (olavia, 2015). mataharimall runs the o2o feature where buyers can physically pick-up and pay after making an online order. the development of indonesia e-commerce transaction brings something new to organizations to accelerate their business through online sales. the presence of online marketplace also gives positive impacts for organizations to run online sales. the rapid growth of the online marketplace is shown by a survey that stated tokopedia marketplace as one of the largest online retailers in indonesia (dbs group research, 2015b). the purpose of this research is to find out more about critical factors that influence consumer’s trust to do the transaction in online media, as well as to measure the effectiveness of o2o the effectiveness of o2o …… (yulius lie, et al.) 11 strategy on e-commerce in indonesia. this research will reflect how the people respond to the existence of a marketplace that complements its place with o2o service in the midst of competition with other marketplaces that run their marketplace conventionally or without the o2o service. the results of this research will help the business actors and industries to be able to determine the right strategy to compete in the world of e-commerce. state of the art of this research can be seen in table 1. table 1 state of the art methods critical factors that influence the trust level of consumer choice to do transactions through online media from the previous research are (1) presence; it means the existence of sellers outside online media, (2) features and services of online media; interactive features, as well as service, to facilitate the consumer in doing transactions through online media. related to critical factors that influence the level of trust in consumer choice to do online transaction, the researchers have formulated three hypotheses. they are; h1: there is a relation between sellers outside the online media and the consumer purchase decisions. h2: there is a relation between factor of o2o-based features and services in online media on consumer purchase decisions h3: there is a relation between the factors of the seller’s presence outside online media, o2o-based features and services in online media on consumer purchase decisions. this research uses the quantitative method, and the nature of research is non-experimental. two independent variables in this research are independent variable 1 (x1) that represents the presence factor, and independent variable 2 (x2) that represents feature and service factor. therefore the sources significance of research al-abdallah ghaith mustafa (2013) sangeeta sahney (2008) mr. saeed behjati dr. siti norezam othaman (2012) the effect of customercompany relationship on internet adoption in jordanian small and medium enterprises critical success factors in online retail – an application of quality function deployment and interpretive structural modeling what drives consumers’ online shopping? conceptual review of online shopping attributes investigated in previous studies research exploration the effect of consumercompany relation in the adoption of internet the identification of critical success factor in online selling convergence factors from 35 previous research about the characteristic of online shopping analysis method literature review (cumulative) qfd literature review (cumulative) population jordan india literature review (cumulative) research results trust is influenced by consumer-company relation design and feature are the driver in e-commerce the content and feature of website must be considered in the e-commerce because it will attract consumer to shop 12 journal the winners, vol. 20 no. 1, march 2019: 9-17 dependent variable is the variable y representing the purchase decision. variables determination is based on previous research regarding factors that influence the acceptance of e-commerce transactions (yulius, 2013). this research discusses the relationship between purchasing decisions with the presence of online sellers and o2o features and services provided by the online marketplace. so, it is expected that research concludes the effectiveness of o2o strategy in e-commerce transactions. study design of this research is presented in figure 1. figure 1 study design the research population is all indonesia citizen whom the possibility to access the internet to the online marketplace. furthermore, the research sample is binus university undergraduate students aged between 18-25 years old. the sampling technique is simple random sampling. the research place is in anggrek campus of binus university. the selection of university student samples is based on the behavior of students who tend to shop online for reasons of practicality but also still choose to shop directly in stores for products that need to be seen first (arnaudovska et al., 2010; diao, 2015). this research uses a questionnaire instrument that covers two parts, that is related to presence factor, and features and service of o2o in the online marketplace. there are six scales of the answer choice that is the value from 1 to 6 with 1 is strongly disagree, and 6 is strongly agree. validity measures the valid or invalid of a questionnaire. the questionnaire is valid if the question can reveal something that will be measured by the questionnaire. the validity level measurement can be done by correlates the score of each question and the total score of the variable with the hypothesis (sunyoto, 2011): ho: the score of question positively correlates with the total score of variables ha: the score of question negatively correlates with the total score of variables the test to determine the significant and insignificant is by comparing the value of r count and the value of r table for the degree of freedom = n-k. if r count for r of each question has a positive value and greater than r table, the question is valid. reliability is a tool to measure a questionnaire that is an indicator of the variable. the question items are said to be reliable when a person’s answer is consistent. if the answer is random, it means not reliable (sunyoto, 2011). the reliability measurement in this research uses one-shot way. the questionnaire is distributed only once to the respondent, and then the score result is measured its correlation between answer scores in the same question item. correlation analysis is a statistical analysis that measures the association level or relation between two variables, which is the independent variable and dependent variable. thus, the relation o2o features and services consumer decision presence the effectiveness of o2o …… (yulius lie, et al.) 13 between those two variables is called a bivariate correlation (sunyoto, 2011). correlation analysis is conducted to find out the relationship between independent variables and bound to measure the effectiveness level of o2o strategy in the e-commerce transaction. n (σxy) – (σx σy) r = (nσx2–(σx)2)(nσy2–(σy)2) description : r the correlation coefficient of item score that being calculate its validity (x) and total score (y) n the number of individual in sample σxy the total multiplication of x and y σx2 the sum of square of each x score σy2 the sum of square of each y score σx the total score of x distribution σy the total score of y distribution results and discussions related with three hypotheses in this research, the researchers design a questionnaire that contains ten questions related to the two variables that will be tested on the research sample where each variable is represented by five questions. the two variables are the presence variable that represents the existence of seller outside the online media and feature and service variable that represents the interactive features/services provided to facilitate the consumer in doing transactions through online media. the distribution of the questionnaire has been done by simple random sampling in anggrek campus binus university with the number of the respondent is 100 undergraduate students aged between 18-25 years. of the 100 respondents, male respondents are 79 people or 79%, and female respondents are 21 people or 21%. based on the age, there are 3 respondents (3%) who are 18 years old, 22 respondents (22%) who are 19 years old, aged 20 years is 39 respondents (39%), aged 21 years is 17 respondents (17%), aged 22 years is 8 respondents (8%), 23 years old is 2 respondents (2%), aged 24 is 0 respondent (0%), and 25 years old is 9 respondents (9%). respondents chart is presented in figure 2. figure 2 repondents chart data from the questionnaire are divided into two parts according to factor (variable) that is represented. these two parts are; (1) variable representing the presence is question number 1 to 4, and (2) variable representing o2o features and services is question number 5 to 8. male female 18 years old 19 years old 20 years old 21 years old 22 years old 23 years old 24 years old 25 years old 14 journal the winners, vol. 20 no. 1, march 2019: 9-17 table 2 validity test result r count r critical result the variable of presence p1 0,547 0,197 valid p2 0,521 0,197 valid p3 0,381 0,197 valid p4 0,640 0,197 valid the variable of o2o features and service p5 0,575 0,197 valid p6 0,615 0,197 valid p7 0,446 0,197 valid p8 0,392 0,197 valid validity test (table 2) is done by including all eight statements in the questionnaire. from the test result, it is concluded that all items (statements) are declared valid because the value is greater than r critical (0,197) with a significant level of 5 %. table 3 reliability test result cronbach’s alpha p1-p8 0,802 the reliability test (table 3) is done by including the valid statement from the validity test. from the test result, it is concluded that all items (statements) are declared reliable because the value of cronbach alpha is more than 0,7. table 4 shows the test of hypothesis 1 where is the relation between the presence of seller outside online media and the consumer purchase decision. table 4 correlation test result of hypothesis 1 kendall tau presence-decision correlation coefficient p value 0,313 < 0,05 spearman 0,385 < 0,05 because p-value < 0,05 in correlation test of hypothesis 1 (table 4), it is concluded that there is influence between the factor of seller’s presence outside the online media and the consumer purchase decision or h1 is accepted, although the influence is low (correlation coefficient 0,313 and 0,385). the test of hypothesis 2 where there is a relation between o2o-based features and services on online media and the consumer purchase decision. table 5 correlation test result of hypothesis 2 kendall tau o2o feature and service-decision correlation coefficient p-value 0,308 < 0,05 spearman 0,383 < 0,05 the effectiveness of o2o …… (yulius lie, et al.) 15 because of p-value < 0,05 in correlation test of hypothesis 2 (table 5), it is concluded that there is influence between the factor of o2o-based feature and service on online media and the consumer purchase decision or h2 is accepted, although the influence is low (correlation coefficient 0,308 and 0,383). the test of hypothesis 3 where there is a relation between the existence of the seller outside the online media, o2o-based features and services on online media and the consumer purchase decision. table 6 correlation test result of hypothesis 3 independent variable dependent variable collinearity statistics vif presence decision 1,446 o2o feature and service 1,446 because vif on the two independent variables (presence, services, and features of o2o) is less than 10 (1,446; 1,446 < 10) in correlation test of hypothesis 3 (table 6), it is concluded that there are no multicollinearity symptoms. it means there is no relation between the factor of presence, o2o services, and feature as an independent variable on the consumer decision to make purchases as a dependent variable or h3 is rejected. conclusions based on three hypotheses formulated by the researchers, it can be concluded that the factor of seller’s presence outside online media and the factor of o2o-based feature and service on online media influence the consumer decision in online purchasing, although the influence is not significant. it means the first and second hypotheses are accepted. likewise, it can be said that there is no relationship between the two factors tested, namely the presence, as well as o2o features and services on consumer decision in online purchasing. from the research result, consumers choose to purchase goods by online because the online media that performs its function on the internet has the advantage regarding the flexibility accessing, both time and place, as long as it is connecting to the internet network. o2o features and services provided by online media provider also influence the consumer to do online purchasing through online media that have such service and feature. this condition shows the availability of o2o features and services can provide a positive impact on consumers to do online shopping transactions. this research illustrates how o2o can bridge the problems that have occurred so far in the e-commerce world where there is no physical involvement of the products to be purchased. the results of the research also provide input for business actors or industries to be able to consider the right strategy for using o2o-based features that have positive potential in supporting the increase in e-commerce transactions. references al-abdallah, g. m. 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(2006). b2b2c-electronic business enterprise’s profit pattern. journal of taiyuan institute of technology of profession of city, 11, 143-144. https://doi.org/10.1108/al.1999.17308dab.006 microsoft word 06_sandra sunanto_new value economy.doc journal the winners, vol. 6 no. 1, maret 2005: 74-82 74 membangun keunggulan bersaing di era new value economy sandra sunanto1 abstract in the new value economy era company is demanded to give more innovative offering to the market. value becomes the most important thing as the part of company’s offering. the unique of product, store, services and brand are part of company’s unique value propositions. the brand value chain pushes the brand to become a tool that can create the company’s competitive advantage. this concept needs commitment and change the way of thinking from the all of company’s members. the value oriented brand system is becoming one distinctive alternative for company to build its competitive advantage in the new value economy era. keywords: competitive advantage, new value economy abstrak era new value economy menuntut perusahaan agar lebih inovatif dalam penawarannya ke pasar. nilai menjadi hal terpenting pada setiap penawaran perusahaan. company’s unique value propositions menawarkan keunikan produk, saluran distribusi, jasa, dan pelayanan bahkan merek. konsep rantai nilai merek mendorong merek sebagai alat untuk menciptakan keunggulan bersaing yang membutuhkan komitmen dan perubahan cara berpikir dan bertindak dari seluruh anggota perusahaan.. sistem merek berorientasi nilai menjadi suatu alternatif yang berbeda bagi perusahaan dalam membangun keunggulan bersaingnya di era new value economy. kata kunci: keunggulan bersaing, new value economy 1 staf pengajar fakultas ekonomi universitas katolik parahyangan, bandung membangun keunggulan bersaing… (sandra sunanto) 75 pendahuluan pada era persaingan saat ini yang dirasakan intensitasnya sangat tinggi, keunggulan bersaing menjadi suatu senjata pamungkas yang harus dimiliki oleh perusahaan dalam menghadapi persaingan sehingga dapat lebih unggul dibanding pesaingnya. lingkungan yang sangat dinamis dengan perubahan yang terjadi di dalamnya membuat perusahaan juga harus lebih proaktif, terutama dalam menghadapi perubahan selera dan karakteristik pasar yang saat ini value menjadi bagian penting dalam setiap penawaran perusahaan ke pasar. menurut michael e. porter (1985), suatu perusahaan memiliki keunggulan bersaing jika perusahaan tersebut mampu memberikan manfaat yang sama dengan pesaing dengan biaya yang lebih murah atau memberikan manfaat lebih dibanding pesaingnya. oleh karena itu, keunggulan bersaing dapat membuat perusahaan menciptakan superior value bagi para pelanggannya dan juga superior profit bagi perusahaan yang bersangkutan. value yang akan ditawarkan oleh perusahaan di era product economy akan berbeda dengan era new-value economy yang dihadapi saat ini. di era product economy, perusahaan memfokuskan dirinya pada penciptaan unique selling propositions dengan terfokus pada penggunaan sumber daya untuk pengembangan produk baru, sistem manajemen, dan logistik. di era new-value economy, terjadi peralihan dari unique selling propositions (usps) menjadi company’s unique value proposition (uvp) yang meliputi keunikan produk, keunikan saluran distribusi, keunikan jasa dan pelayanan yang ditawarkan, atau bahkan keunikan merek produk. pada era new-value economy, setiap perusahaan harus menyadari bahwa daur hidup produk menjadi lebih singkat, inovasi menjadi hal yang sangat penting dan harus dilakukan. pasar menjadi sangat dinamis sehingga setiap perusahaan harus menciptakan value yang distinctive dalam setiap penawarannya. artikel membahas lebih jauh mengenai bagaimana perusahaan menciptakan value pada era new-value economy yang dapat memberikan keunggulan bersaing. pembahasan karakteristik era product economy dan era new value economy era product economy (old product-oriented company) memfokuskan penggunaan sumber daya perusahaan untuk pengembangan produk, perbaikan sistem manajemen, dan logistik perusahaan. batasan pasar sering kali ditentukan berdasarkan kategori produk yang dipilih untuk dipasarkan sehingga pada era itu, keunggulan bersaing perusahaan journal the winners, vol. 6 no. 1, maret 2005: 74-82 76 lebih ditekankan pada unique selling propositions (usps). unique selling propositions dapat diterapkan pada setiap merek produk dan melekat pada merek tersebut. contoh, sabun mandi “lux” dikenal sebagai sabun bintang kecantikan, shampo “clear” dengan anti ketombenya, mobil “mercedes” yang mempromosikan produk dengan kualitas engineering yang tinggi. dengan satu pesan positioning yang konsisten, tentunya akan sangat memudahkan komunikasi perusahaan pada pasar. selain itu, juga memberikan arahan yang jelas pada karyawan dan organisasi secara keseluruhan dalam pengelolaan aktivitas pemasarannya. keunggulan bersaing tersebut ternyata tidak bertahan pada era saat ini ketika pasar setiap harinya menerima banyak sekali komunikasi pemasaran yang atraktif dan inovatif. perusahaan juga berlomba untuk memperoleh mind-share yang cukup kuat sehingga produk dan penawarannya dibuat lebih inovatif. karakteristik konsumen di pasar pun mengalami perubahan. konsumen menjadi lebih knowledgable dan bebas untuk memilih produk atau merek apa yang cocok dengan ekspektasi mereka. kemajuan teknologi juga semakin memudahkan perusahaan dalam berkomunikasi dengan konsumennya dan juga bagi konsumen teknologi dapat memudahkan mereka dalam mengevaluasi pilihan produk atau merek yang akan mereka beli. dapat disimpulkan bahwa perpindahan era product economy menjadi new value economy dipicu oleh adanya komunikasi yang teknologinya semakin canggih, nilai yang berubah, dan globalisasi. pada era new value economy, disadari betul bahwa daur hidup produk menjadi lebih singkat sehingga inovasi berperan penting dan tidak boleh mudah ditiru oleh pesaing. pasar menjadi sangat dinamis sehingga inovasi produk dituntut berjalan seiring atau bahkan lebih cepat dari perubahan pasar sehingga tetap mampu memenuhi kebutuhan dan keinginan pasar. oleh karena itu, pada era ini terjadi perpindahan dari product unique selling propositions (usps) menjadi company’s unique value proposition (uvp). terdapat aturan penting pada era new value economy, yaitu sebagai berikut. 1. perusahaan harus memiliki setidaknya, produk yang unik, saluran distribusi yang unik, jasa atau pelayanan yang unik atau merek yang unik. 2. beralihnya paradigma perusahaan dari product world menjadi brand world. saat ini, apapun dapat menjadi suatu merek. barang, jasa, perusahaan, orang, negara, binatang, dapat ditransformasikan menjadi suatu merek dengan nilai yang spesifik. hal tersebut telah mengubah kehidupan sosial secara dramatis yang berimplikasi pada cara hidup, berpikir, dan bertindak. bayangkan bencana tsunami aceh dapat mengumpulkan dana yang jumlahnya luar biasa karena liputan media massa yang luas dan gencar. artinya, merek yang dipasarkan dengan cara terbaik pasti terjual dalam jumlah banyak. pada era new-value economy, unique value positioning menjadi hal penting sebagai sesuatu yang akan jadi pedoman dalam perusahaan dan yang akan ditawarkan pada pasar. hal tersebut membutuhkan perubahan radikal dalam pengelolaan perusahaan. membangun keunggulan bersaing… (sandra sunanto) 77 tabel berikut ini menyampaikan bagaimana seharusnya perusahaan mendefinisikan kembali paradigmanya pada era yang baru. tabel 1 perubahan paradigma the old economy menjadi new value economy from the old economy to the new value economy 1. redefine the idea of company strategy from optimizing the product value chain……. ……to optimizing the brand value chain 2. redefine your idea of value from product ………………………………… from product brands ………………………… from logo and design ……………………….. …………to value position in the market …………… to the company as a brand ………………………..to brand systems 3. redefine your idea of the company’s way from long distribution chains ……………….. from physical distribution …………………… from customer relations …………………….. to the market ……………. to short distribution chains …………………..to mental distribution ……………………….to brand relations 4. redefine your idea of the company from international and local domains ……….. from product organization …………………... from hierarchical organization ……………… from control and administration ……………. from systems excellence ……………………. from titles …………………………………… organization …to global domains in specific segments ………………………….to brand culture .. to a horizontal knowledge organization ………to articulation and communication …………………to innovation excellence to actual knowledge and generating value journal the winners, vol. 6 no. 1, maret 2005: 74-82 78 5. redefine your idea of leadership from product management …………………. from top-down ……………………………… from management ………………………….. from administrator …………………………. from tight management ……………………. from rules and regulations …………………. ………………….. to brand management ...............…………………to team values ……………………………..to innovator ..……………………….to communicator .…………………..to broad management to the management of ideas, brand and culture 6. redefine your idea of market boundaries from local ………………………………….. from product barrier ……………………….. from product value ………………………… …………………………………..to global ..………………………….to brand barrier ……………………………..to brand value sumber: jesper kunde (2002:28) merek (brand) dan rantai nilai merek (brand value chain) merek sering kali diartikan sebagai nama, simbol, atau pun gabungan keduanya yang digunakan untuk mengidentifikasikan identitas produk dari suatu perusahaan. peranan merek pada era new-value economy menjadi penting dan merek digunakan sebagai alat membangun keunggulan bersaing suatu produk, bahkan perusahaan sendiri. menurut jesper kunde (2002:20), the definition of a brand in the new value economy is: :“...a brand that has a unique value that can be communicated globally and multiplied repeatedly...” merek menjadi alat yang membantu perusahaan untuk survive pada era new value economy dengan menawarkan suatu unique value yang mampu meraih mind space konsumen. untuk menawarkan sesuatu yang unik tersebut, perusahaan harus memfokuskan aktivitasnya pada segmen yang lebih kecil yang tentunya dikompensasikan dengan tidak menghiraukan segmen yang lebih luas. artinya, perusahaan akan melakukan komunikasi yang lebih intensif dengan tujuan penetrasi pasar lebih banyak dan menjangkau segmen yang lebih kecil tersebut sehingga perusahaan lebih terfokus dalam membangun nilai. hal itu merupakan efek sentrifugal yang akan mendorong perusahaan masuk ke era new value economy. membangun keunggulan bersaing… (sandra sunanto) 79 pada era new value economy, perusahaan akan dibangun melalui merek dan value positioning yang ingin ditanamkan di pasar. oleh karena itu, mendiferensiasikan nilai perusahaan adalah satu-satunya strategi yang masuk akal karena produk dan pasar berubah setiap saat dan inovasi menjadi suatu keharusan. tentunya perusahaan harus mengubah paradigmanya dari paradigma old economy menjadi new value economy (lihat tabel 1). syarat utama untuk berubah adalah mengubah cara berpikir perusahaan sendiri. jika tidak maka menjadi hal yang mustahil bagi perusahaan untuk menjalankan strategi yang tepat pada situasi tersebut. faktor terpenting adalah bagaimana perusahaan mendefinisikan unique value positioning? hal tersebut tidak akan diperoleh dengan bertanya pada konsumen “siapakah saya sebenarnya?”. ingat bahwa karakteristik konsumen sama, mereka takut pada perubahan, apalagi jika mereka telah merasa aman dan nyaman. eksekutif perusahaan harus mampu untuk menentukan apa yang harus dan tidak dilakukan. mereka harus percaya pada apa yang akan mereka capai dan berjuang untuk mencapai hal tersebut. apa yang ingin dicapai oleh para eksekutif haruslah dikomunikasikan pada seluruh anggota perusahaan sebagai tujuan bersama yang ingin dicapai. di masa mendatang, selain mengoptimalisasikan rantai nilai produk (product value chain), perusahaan juga harus mengoptimalkan rantai nilai merek (brand value chain) yang akan mengoptimalisasikan perusahaan perusahaan dengan merek. gambar berikut ini menjelaskan (dari kiri ke kanan) perjalanan perusahaan dalam transisi menuju new value economy yang diawali dari manajemen melalui perusahaan dan budaya perusahaan menuju pelanggan, pasar, positioning eksternal perusahaan, dan positioning nilai yang diharapkan di pasar. sumber: jesper kunde (2002:30) gambar 1 the brand value chain journal the winners, vol. 6 no. 1, maret 2005: 74-82 80 perusahaan yang mampu mengelola rantai nilai mereknya dengan baik akan menjadi pemenang di era new value economy. untuk mencapai keberhasilan itu, perusahaan harus dipaksa berpikir secara radikal yang menuntut mereka untuk mengambil kesempatan, pilihan, dan prioritas. hal itu membutuhkan keahlian dan sistem yang secara total berbeda dari kebiasaan yang dilakukan. sistem merek berorientasi nilai ketika perusahaan berkembang menjadi lebih besar dan masuk pada kategori produk baru, biasanya perusahaan menghadapi dilema. secara umum, biasanya perusahaan akan memilih apakah akan mengembangkan merek lama pada kategori produk baru atau menggunakan merek baru. tidak ada satu pun dari kedua pilihan tersebut yang terbaik. jesper kunde (2002) menyampaikan suatu model yang dapat membantu perusahaan mengambil tindakan terbaik pada situasi tersebut. sumber: jesper kunde (2002:141) gambar 2 the value-oriented brand system pada sisi kanan dari gambar, one-product, one-brand merupakan strategi klasik dimana merek sama dengan kategori produk. procter&gamble adalah contoh terbaik untuk strategi tersebut. produk p&g memiliki nama merek yang berbeda untuk setiap pasar yang berbeda. strategi tersebut diterapkan p&g untuk menjadi pemimpin pasar pada setiap segmen produk. saat ini, p&g mengelola kurang lebih 300 merek global yang dijual lebih dari 140 negara. salah satu tantangan strategi one-product, one-brand adalah biaya yang cukup mahal karena perusahaan harus mengelola masing-masing mereknya dengan konsentrasi dan sumber daya yang terfokus pada setiap merek. pada sisi kiri dari gambar, corporate brand merupakan strategi yang dipilih dengan mengantisipasi tren pasar dan pasar menginginkan merek yang terpercaya, dapat diandalkan, dan tidak berjumlah terlalu banyak. strategi corporate branding merupakan bentuk pemberian merek yang paling efisien. akan tetapi, perlu disadari bahwa dengan membangun keunggulan bersaing… (sandra sunanto) 81 strategi ini, konsumen akan memiliki keterlibatan dan nilai yang tinggi terhadap suatu merek maka mereka akan memiliki ekspektasi lebih terhadap konsistensi dan keandalan dari nilai inti merek tersebut. heinz yang menggunakan merek sama untuk seluruh produk generiknya (saos tomat, sup, dan saus) merupakan contoh perusahaan yang berhasil menggunakan strategi corporate branding. image positif dari merek heinz berlaku untuk seluruh kategori produknya tetapi perlu diwaspadai juga bahwa jika profil perusahaan menjadi buruk dampaknya akan meluas pada seluruh produk perusahaan tersebut. hal yang baru dari model sistem merek berorientasi nilai tersebut adalah adanya sub-merek yang sedapat mungkin berkaitan erat dengan corporate brand. corporate brand with graduation merupakan strategi yang banyak digunakan oleh produsen mobil. bmw misalnya, menggunakan sistem merek yang menggunakan angka sebagai nomor seri yang menunjukkan ukuran dan perbedaan per segmen. bmw seri 300 menggunakan sistem pemberian nomor 316, 320, dan 325 yang menunjukkan ukuran mesin. seri 300 sendiri menunjukkan bahwa mobil dengan seri tersebut lebih kecil dan lebih murah dibanding seri 500 dan 700. strategi itu efisien dan perusahaan tidak perlu menciptakan subbrand baru. keterbatasan strategi itu adalah apakah dengan nilai yang sudah melekat kuat pada merek kita dapat juga berlaku sama pada kategori produk baru untuk segmen bawah dengan kualitas dan harga lebih murah. kasus itu terjadi pada mercedes dengan seri a class-nya yang gagal di pasaran. hal tersebut dapat memberikan dampak negatif pada seluruh kategori produk perusahaan. corporate brand with denomination merupakan strategi pemberian merek yang menggunakan nama berbeda untuk submerek. scandinavia airlines (sas) merupakan perusahaan yang menggunakan strategi tersebut. sas menggunakan dua nama, yaitu sas cargo dan sas pleasure untuk bisnis mereka. strategi itu merupakan cara yang baik untuk menyatukan suatu merek disaat perusahaan sedang berkembang dan melakukan diferensiasi produk dan segmen pasar yang baru. giorgio armani differentiated branding strategy yang menggunakan sub-merek emporio armani merupakan contoh dari strategi corporate brand with differentiation. salah satu keunggulan strategi itu adalah merek dapat ditujukan langsung pada kelompok sasaran tertentu tanpa kehilangan hubungan dengan merek perusahaan (corporate brand). strategi itu digunakan pada situasi ketika perusahaan merasa perlu untuk menggunakan merek baru untuk menjangkau pasar baru dengan produk yang baru. dengan emporio armani, giorgio armani masuk ke segmen pasar bawah yang menginginkan fashion berkualitas dengan harga yang murah tanpa harus kehilangan image dari merek giorgio armani sendiri yang ditujukan pada segmen pasar atas. pada situasi ketika merek baru perlu diterapkan untuk suatu produk baru atau segmen pasar baru, sering kali lebih efektif jika merek baru tersebut dikombinasikan dengan merek perusahaan (corporate brand). suatu merek baru diciptakan tetapi mereka perusahaan masih digunakan sebagai platform dari strategi combined brand. kellog’s journal the winners, vol. 6 no. 1, maret 2005: 74-82 82 merupakan contoh perusahaan yang sukses dengan strategi itu. corporate brand mereka (kellog’s) selalu ditempatkan di atas sub-merek mereka, seperti kellog’s corn flakes, kellog’s frosties, kellog’s choco. keunggulan combined brand strategy adalah dapat dibangunnya posisi baru di sekitar corporate brand yang secara signifikan mengembangkan area pasar perusahaan. jika corporate brand tidak terlihat secara jelas pada kemasan maka sub-merek akan menjadi merek baru yang tidak mendukung corporate brand. corporate brand with endorsing merupakan strategi yang berbeda dengan combined branding. endorsing brand berperan sebagai subordinate (merek sekunder) yang mendukung corporate brand. volkswagen group menggunakan strategi tersebut dan vw berhasil meyakinkan konsumennya bahwa vw bekerja sama dengan perusahaan seat yang mengembangkan dan memproduksi jok mobil untuk vw. image vw yang berkualitas ternyata mampu meningkatkan posisi seat dari perusahaan yang dipersepsikan berkualitas rendah harga murah menjadi perusahaan yang produknya berkualitas tinggi. penutup simpulan dengan brand-value chain, perusahaan membangun keunggulan bersaingnya di era new value economy melalui sistem merek yang berorientasi pasar. organisasi dan orang-orang di dalamnya tentunya sangat berperan dalam keberhasilan strategi tersebut. pola pikir dan tindakan tentunya harus berubah. pasar saat ini, menuntut sesuatu yang unik dari perusahaan. pelanggan merasa sangat senang dengan kejutan baru yang dapat memuaskan kebutuhan dan keinginan mereka atau mereka akan mencari perusahaan lain. karyawan perusahaan pun menuntut hal yang sama. mereka ingin menjadi bagian penting dari keunikan yang diciptakan oleh perusahaan, mereka ingin memahami merek sendiri dan bangga akan merek tersebut, atau mereka akan mencari tempat bekerja lain. inilah saatnya bagi perusahaan untuk memutuskan apakah mereka memilih untuk menjadi unik saat ini atau tidak sama sekali. daftar pustaka kotler, philip. 2003. marketing management eleventh edition. prentice hall. kunde, jesper. 2002. unique now…or never.. pearson education limited. porter, michael e. 1985. competitive advantage. harvard business press. accounting, business, management, and information system volume 3, nomor 2, september 2002 issn: 1412 1212 subbiro publikasi ilmiah bidang ekonomi universitas bina nusantara pelindung dr. th. widia soerjaningsih once kurniawan, s.kom., m.m. ir. bahtiar s. abbas, m.sc., ph.d. redaktur utama prof. dr. gerardus polla, m.app.sc. dewan redaksi parulian sihotang, ak., m.acc., ph.d. ir. harjanto prabowo, m.m. e.a. kuncoro, s.e., m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) editor dra. endang ernawati, m.lib. ade alfiah, s.s. titik rahayu s., s.s. sekretariat hery h.m., s.kom. tri septi wulansari alamat sekretariat subbiro publikasi ilmiah bidang ekonomi, biro penelitian dan publikasi, universitas bina nusantara kampus syahdan, jl. k.h. syahdan no. 9, kemanggisan palmerah, jakarta barat 11480 telp. (021) 5345830, 5350660 ext. 2206 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 accounting, business, management, and information system volume 3, nomor 2, september 2002 issn: 1412 1212 daftar isi kata pengantar................................................................................................................... v kadiman pakpahan aspek kemiskinan dalam pembangunan pedesaan (poverty aspect in village development)...................................................................... 105-111 s. liawatimena; m.f. amanda; handoko; hendry evaluasi customer relationship management pada supermarket hero di jakarta timur (customer relationship management evaluation on hero supermarket, east jakarta)................................................................................................................... 112-133 kusbiantono hubungan risiko perusahaan dan risiko pasar serta pengaruhnya pada tingkat diversifikasi portofolio saham (the connection between company and market risks and their effect on stock portfolio diversification level)...................................................................................... 134-149 karyono fraud auditing............................................................................................................... 150-160 budiman notoatmojo evaluasi ekonomi mikro: dampak proyek terpadu peternakan dan pertanian pangan di indonesia bagian timur (microeconomics impact: evaluation on livestock and food crop integrated project in east indonesian area)................................................................................................ 161-187 bagus sumargo perkembangan teori sewa tanah dalam perspektif pemikiran ekonomi (development of land rent theory in economics thinking perspective)....................... 188-195 ferry jie; hasan akpolat; deepak sharma; james irish analysis of advantages and disadvantages of current operational risk management models (as/nzs 4360, as/nzs iso 9000, as/nzs iso 14000, as/nzs 4801, as/nzs 3806, as/nzs 4444)............................................................................................. 196-210 indeks journal the winners volume 3 tahun 2002......................................... 211-214 microsoft word 01_th. widia s._peningkatan mutu.doc peningkatan mutu proses… (th. widia soerjaningsih) 79 peningkatan mutu proses perguruan tinggi melalui sistem mutu iso 9000 th. widia soerjaningsih1 abstract article was made to answer these several questions; what is acreditation and the application in the college; what is iso 9000 quality system; why is iso 9000 needed by the college; how iso 9000 can support the achievement of the defined quality level; how iso 9000 guarantee the achievement of ban target including quality, efficiency, and relevance; what is the difference between ban acreditation and iso 9000 certification; iso 9000 consultant: why it is necessary, how to choose it, the line of the contract; iso 9000 assessor and the achieve certification: sgs and etc.; and iso 9000 certification proccess cost aspect. keywords: quality improvement, higher education, iso 9000 quality system abstrak artikel bertujuan menjawab beberapa pertanyaan, yaitu apakah akreditasi dan bagaimana penerapannya di perguruan tinggi; apakah sistem mutu iso 9000; mengapa iso 9000 perlu bagi perguruan tinggi; bagaimana iso 9000 dapat mendukung tercapainya tingkat mutu yang didefinisikan; bagaimana iso 9000 dapat menjamin tercapainya sasaran ban yang meliputi: mutu, efisiensi, dan relevansi; apa perbedaan antara sistem akreditasi ban dan sertifikasi iso 9000; konsultan iso 9000: mengapa diperlukan, bagaimana memilihnya, bagaimana garis-besar kontraknya; assessor iso 9000 dan bentuk sertifikasi yang diperoleh: sgs dan lain-lain; dan aspek biaya proses sertifikasi iso 9000. kata kunci: peningkatan mutu, perguruan tinggi, sistem mutu iso 9000 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 5 no. 2, september 2004: 79-89 80 pendahuluan dalam menghadapi era globalisasi, tingkat persaingan perguruan tinggi (pt) meningkat karena persaingan tidak lagi terjadi di antara pt di dalam satu negara saja tetapi persaingan akan terjadi antarnegara. saat ini, sudah mulai banyak pt luar negeri yang memasarkan produknya di indonesia untuk mengundang para peserta didik mengikuti pendidikan di luar negeri, baik dari australia, inggris, amerika, singapura, maupun malaysia. suatu saat, pt asing akan diperbolehkan beroperasi di indonesia, berarti akan datang suatu keadaan pt indonesia harus bersaing dengan pt asing yang beroperasi di indonesia. persaingan tidak lagi terjadi di luar indonesia, melainkan persaingan akan terjadi di indonesia. hal itu berarti pasar pendidikan di indonesia akan diperebutkan di antara pt indonesia dan pt asing. agar dapat bertahan hidup di dalam masa sulit ini serta untuk mengantisipasi masa depan, pt indonesia perlu mempersiapkan diri, khususnya meningkatkan beberapa aspek, seperti (a) mutu lulusan, ditunjukkan oleh tampilan dari para lulusan pt tersebut, maupun produk lain seperti hasil penelitian dan pengabdian masyarakat; (b) efisiensi yang dapat ditunjukkan dari mutu proses pendidikan yang dilakukan; (c) efektivitas; artinya semua proses yang dilakukan adalah benar dan diperlukan sesuai kebutuhan yang direncanakan; misalnya hasil lulusan dapat diserap oleh para pemakai tenaga kerja karena pengetahuan yang dimiliki relevan dengan kebutuhan dunia usaha, serta hasil penelitian yang dihasilkan dapat dimanfaatkan. banyak usaha yang telah dilakukan oleh pemerintah melalui peraturan yang dikeluarkan guna diikuti oleh pt yang arahnya adalah berupa pembinaan pt agar misi pendidikan nasional yang terdiri dari mutu, efisiensi, dan relevansi dapat tercapai. peraturan dikti umumnya banyak mengatur persyaratan sumber daya minimal yang perlu dimiliki pt serta isi yang harus diberikan dalam bentuk kurikulum nasional guna tercapainya suatu bakuan mutu tertentu dari lulusan. akan tetapi, tidak banyak peraturan yang dibuat untuk mengatur proses yang perlu dilakukan untuk mercapai mutu dan efisiensi tersebut. juga tidak banyak informasi yang menggambarkan kebutuhan dari lulusan bidang ilmu tertentu. sistem akreditasi yang dilakukan oleh pemerintah, baik melalui peraturan yang ada maupun akreditasi yang dilakukan oleh ban, umumnya lebih berupa pengamatan sesaat yang berorientasi pada pengukuran sumber daya dan isi. bila pengamatan terhadap proses dilakukan, lebih banyak ditujukan pada pengukuran hasil proses itu dan tidak banyak diamati tentang prosesnya sendiri. sistem akreditasi dengan bakuan proses iso 9000 lebih mengarah kepada pengamatan prosesnya sendiri menggunakan metode statistik untuk mengukur dan menganalisis setiap tahapan proses yang dilakukan sehingga hasil akhir yang ditargetkan dapat dicapai. peningkatan mutu proses… (th. widia soerjaningsih) 81 pembahasan pengertian akreditasi dan penerapannya di lingkungan perguruan tinggi pengertian akreditasi dipahami sebagai penentuan standar mutu serta penilaiannya terhadap suatu lembaga pendidikan tinggi oleh pihak di luar sehingga tujuan utama suatu sistem akreditasi adalah untuk membantu lembaga di dalam mencapai standar mutu yang diharapkan. mengingat ada berbagai pengertian tentang hakikat pt (barnett, 1992) maka kriteria akreditasi pun dapat berbeda-beda pula. barnett menunjukkan bahwa setidak-tidaknya ada empat pengertian atau konsep tentang hakikat perguruan tinggi sebagai berikut. 1. perguruan tinggi sebagai penghasil tenaga kerja bermutu (qualified manpower). berarti pendidikan tinggi merupakan suatu proses dari mahasiswa sampai dihasilkan luaran yang mempunyai nilai atau harga dalam pasaran kerja. 2. perguruan tinggi sebagai lembaga pelatihan bagi karir peneliti. berarti, mutu pt ditentukan oleh penampilan/prestasi penelitian anggota staf akademik yang dimilikinya. 3. perguruan tinggi sebagai organisasi pengelola pendidikan yang efisien. dalam hal ini pt dianggap baik bila dengan sumber daya dan dana yang tersedia, jumlah mahasiswa yang lewat proses pendidikannya (throughput) semakin besar. indikator sukses lembaga pendidikan tinggi di sini, antara lain diukur dengan tingkat kegagalan mahasiswa yang rendah, dan persentase mahasiswa yang lulus dengan indeks prestasi tinggi, dan satuan biaya pendidikan bagi setiap mahasiswa yang rendah. 4. perguruan tinggi sebagai upaya memperluas dan mempertinggi pengayaan kehidupan. pt diharapkan dapat memenuhi segala permintaan masyarakat yang berminat, apapun juga permintaan itu. pt demikian diharapkan memiliki sistem penerimaan mahasiswa yang “flexible” dan bahkan diharapkan menjadi sistem yang terbuka. indikator sukses kelembagaan terletak pada cepatnya pertumbuhan jumlah mahasiswa dan variasi jenis program yang ditawarkan. rasio mahasiswa-dosen yang besar dan satuan biaya pendidikan setiap mahasiswa yang rendah juga dipandang sebagai ukuran keberhasilan pt seperti itu. pt di indonesia tidak mengikuti salah satu pola dari keempat tipe tersebut tetapi merupakan campuran yang mengandung unsur dari keempat-empatnya. mengingat masih relatif rendahnya tingkat partisipasi (participation rate) penduduk dalam kelompok umur 18-23 tahun dalam pendidikan tinggi di indonesia (tahun 1994 diperkirakan 10,3 persen; dan itu merupakan angka yang terendah di antara negara anggota asean), serta tuntutan yang semakin mendesak bagi tersedianya sumber daya manusia yang bermutu bagi pembangunan nasional, serta kebijaksanaan untuk pemerataan pendidikan. journal the winners, vol. 5 no. 2, september 2004: 79-89 82 akreditasi perguruan tinggi oleh badan akreditasi nasional (ban) sistem akreditasi atas pt di indonesia yang dilaksanakan oleh ban dikembangkan dengan melihat bahwa hakikat pt adalah sebagai tempat pembentukan sumber daya manusia yang berkualifikasi dan kemampuannya siap diaplikasikan di pasaran tenaga kerja. juga diharapkan pt dapat mengelola proses pendidikan secara efisien dan pt dapat mengembangkan ilmu. oleh karena itu, sistem akreditasi ban dikembangkan dengan dasar 5 tema pokok, yaitu relevansi, keterkaitan, kesepadanan, mutu, dan efisiensi yang disederhanakan dalam 3 tema pokok, yaitu mutu, relevansi, dan efisiensi. sistem akreditasi ditujukan kepada dua sasaran, yaitu akreditasi program studi yang mempertimbangkan tentang relevansi, keterkaitan, dan mutu; serta akreditasi kelembagaan yang mempertimbangkan aspek kesepadanan dan efisiensi, meskipun pada saat awal ini baru akreditasi program studi yang dilakukan. penjelasan 3 tema pokok akreditasi ban sebagai berikut. 1. relevansi, yaitu kondisi kurikulum dan jenis pendidikan memenuhi syarat bagi tuntutan keilmuan dan profesi yang sesuai dengan tujuan pendidikan yang meliputi pengetahuan, keterampilan, dan sikap para lulusan sehingga mampu memenuhi tuntutan pembangunan, khususnya dalam dunia industri. 2. mutu, yaitu tingkat kedalaman atau sophistikasi program studi sesuai dengan tujuan jenis pendidikannya yang meliputi kurikulum, silabus, satuan acara perkualiahan (sap), dosen, mahasiswa, prasarana penunjang. peninjauan mutu dilihat dari kaitan antara masukan, proses, dan keluaran. 3. efisiensi untuk menilai mutu suatu proses yang dilakukan di lingkungan pendidikan karena pengelolaan pendidikan yang efisien memberikan petunjuk mengenai mutu pendidikan yang dilaksanakan oleh lembaga pendidikan itu. model sistem akreditasi ban mendefinisikan dimensi yang diamati adalah mutu, relevansi, dan efisiensi sedangkan komponen yang diakreditasi, meliputi faktor masukan dengan indikator berupa mahasiswa, tenaga akademis, sarana/prasarana, dan kurikulum; faktor proses dengan indikator pengelolaan lembaga, pengelolaan program, pengelolaan pembelajaran, evaluasi program, evaluasi proses, dan evaluasi produk; kemudian faktor luaran dengan indikator hasil kinerja. model sistem akreditasi ban dapat digambarkan sebagai berikut. peningkatan mutu proses… (th. widia soerjaningsih) 83 sistem akreditasi ban masukkan mahasiswa sumber daya * tenaga * sarana & prasarana isi * kurikulum proses & evaluasi proses * kelembagaan * pengelolaan program * pengelolaan pembelajaran -evaluasi * program * proses * produk luaran : * hasil kinerja ukuran dimensi * mutu * relevansi * effisiensi peringkat : a : 600 700 b : 500 600 c : 400 500 tidak lulus < 400 gambar 1 model sistem akreditasi ban cara penilaian yang dilakukan adalah ban meminta pt yang akan dinilai untuk mengisi borang akreditasi yang terdiri dari 56 pertanyaan dengan menyertakan dokumen penunjang, bila diperlukan. dari semua isian yang dilakukan oleh pt kemudian ban melakukan evaluasi dan memberikan penilaian. hasil akhir penilaian akan menunjukkan peringkat akreditasi masing-masing program studi pt. penilaian yang dilakukan oleh ban menggunakan pendekatan penilaian mandiri (self assessment) dan masing-masing pt mendapatkan kepercayaan penuh untuk menyampaikan kondisinya. dari penilaian tersebut, setiap pt dituntut untuk mengembangkan dirinya dengan memperbaiki bagian yang dirasakan masih lemah agar harapan pemerintah yang digambarkan di dalam ukuran bakuan mutu yang digambarkan dalam borang akreditasi tersebut secara bertahap dapat dipenuhi oleh pt. sistem mutu iso 9000 1. sistem mutu iso 9000 adalah suatu bakuan mutu internasional yang umum digunakan oleh dunia industri. bakuan mutu itu pada awalnya dibuat khusus untuk dunia industri dan untuk menghasilkan produk yang sesuai bakuan tertentu maka harus dijamin oleh suatu proses yang baku. dapat dimengerti bila proses yang dilakukan di suatu pabrik mengikuti bakuan yang didefinisikan maka secara otomatis akan dihasilkan juga produk yang diinginkan, tetapi bila pada proses ada penyimpangan maka produk yang dihasilkan pun akan menyimpang dari harapan. oleh karena itu, di dalam setiap proses di pabrik selalu didefinisikan bila terjadi penyimpangan, tindakan apa yang perlu diambil agar tidak mengganggu mutu dari produk yang diharapkan. semua langkah proses itu dapat dituliskan sebagai langkah prosedur atau instruksi kerja yang secara garis besar di dalam bakuan proses iso 9000, dijabarkan dalam 20 elemen proses. 20 elemen proses tersebut dapat journal the winners, vol. 5 no. 2, september 2004: 79-89 84 dikelompokkan sehingga terbentuk model berikut. gambar 2 model manajemen mutu iso-9001 pada saat awal, bila manajemen suatu lembaga memutuskan akan memakai bakuan sistem mutu iso 9000 maka manajemen lembaga perlu mendefinisikan sistem mutu yang ingin diterapkan, dimulai dengan menentukan kebijakan mutu yang akan dipilih dan diikuti dengan penentuan sasaran mutu untuk suatu periode tertentu. semua proses yang akan dilakukan perlu didokumentasikan secara baik sehingga setiap pelaksana dapat setiap saat membaca kembali prosedur yang ada dan mengusulkan perbaikannya bila diperlukan. bakuan proses iso 9000 mensyaratkan semua dokumen perlu dituliskan sehingga sering dikatakan bahwa moto iso 9000 adalah "tuliskan apa yang dilakukan dan lakukan apa yang telah dituliskan”. dokumen sistem mutu yang perlu didefinisikan terdiri dari (a) manual mutu yang berisi kebijakan mutu, sasaran mutu, struktur organisasi lembaga, struktur organisasi mutu, uraian wewenang dan tanggung jawab fungsi mutu, garis besar sistem mutu; (b) prosedur sistem mutu dan uraian wewenang dan tanggung jawab; (c) instruksi kerja dan formulir; (d) rencana mutu yang berisi tentang nama kegiatan, parameter pemeriksaan, kriteria penerimaan, metode pemeriksaan, frekuensi pemeriksaan, pencatatan hasil pemeriksaan, acuan, dan pelaksana pemeriksa. = tanggung jawab manajemen = = sistem mutu = = pengendalian dokumen = = tindakan perbaikan & pencegahan = = audit mutu internal = = tinjauan kontrak = = pengendalian design = = pengendalian proses = = inspeksi & pengujian = = pengendalian produk pasokan pelanggan = = status inspeksi & pengujian = = pengendalian produk yang tidak sesuai = = penanganan, penyimpanan, pengemasan, perlindungan, & penyerahan = = pelayanan = = pembelian = = pengendalian peralatan inspeksi pengukuran & test = = pelatihan = = identifikasi dan mampu telusur produk = = pengendalian catatan mutu = = teknik statistik = sumber daya berkualitas data mutu pengendalian sistem mutu proses operasional peningkatan mutu proses… (th. widia soerjaningsih) 85 umumnya, manusia mempunyai kebiasaan yang mudah memaafkan diri sendiri sehingga untuk menjamin agar suatu proses yang dilakukan benar telah mengikuti bakuan yang telah didefinisikan diperlukan adanya pengamat dari luar organisasi. dalam hal iso 9000, badan akreditasi itu umum disebut sebagai badan sertifikasi internasional yang berhak melakukan pengecekan dan penilaian serta memutuskan apakah proses suatu perusahaan telah memenuhi standar iso 9000 yang diharapkan dan juga secara patuh telah melaksanakan. bagi perusahaan yang prosesnya telah memenuhi syarat yang ditetapkan dalam ketentuan iso 9000 dan patuh melaksanakannya secara otomatis berhak mendapatkan “sertifikat iso 9000”. mengapa iso 9000 penting bagi perguruan tinggi dalam menghadapi era globalisasi saat ini dan persaingan yang makin meningkat sehingga mau atau tidak pt indonesia akan dituntut untuk meningkatkan mutu agar dapat bersaing dengan pt asing. untuk peningkatan mutu, pt dapat menghayati bakuan mutu yang ditentukan melalui peraturan yang ada, termasuk bakuan mutu yang ditentukan oleh ban yang banyak mengatur tentang isi yang berupa kurnas dan sumberdaya, baik yang berupa tersedianya tenaga pengajar yang memenuhi kualifikasi jenjang pendidikan dan kualifikasi jenjang jabatan tertentu maupun sarana dan prasarana pendukung. untuk proses juga banyak ditentukan rambu dan pengawasan, antara lain melalui proses pendaftaran nirm, proses ujian negara, proses pengurusan ijazah. akan tetapi, bagaimana secara detil proses penerimaan mahasiswa, proses pengajaran, proses evaluasi mahasiswa dan termasuk proses evaluasi dosen, proses ujian tahap akhir mahasiswa, proses penyusunan kurikulum, penelitian dan pengabdian masyarakat tidak banyak diatur oleh pemerintah. untuk tercapainya mutu yang tinggi dari lulusan, selain ditentukan oleh isi dan sumberdaya, masih juga ditentukan oleh mutu proses yang dilakukan. bakuan proses iso 9000 dapat membantu tercapainya kualifikasi mutu proses yang diharapkan. hal itu berarti bakuan proses iso 9000 dapat membantu pt untuk mencapai mutu lulusan yang diharapkan dengan cara pengendalian pada semua proses yang dilakukan. akreditasi internasional dengan iso 9000 ditujukan pada bagaimana cara menjaga mutu proses pendidikan dengan usaha mendokumentasikan semua proses dengan baik serta melakukan semua proses yang telah didokumentasikan tersebut. juga melakukan peningkatan yang menerus (continuous improvement) karena secara periodik akan dilakukan pengecekan atau “assessment” terhadap proses yang telah dilakukan. dengan demikian, bakuan mutu iso 9000 akan membantu pt agar secara menerus meningkatkan mutu proses demi terjaminnya ketercapaian tingkat mutu yang telah didefinisikan. iso 9000 dapat menjamin tercapainya tingkat mutu journal the winners, vol. 5 no. 2, september 2004: 79-89 86 yang didefinisikan apakah dengan iso 9000 berarti pt tersebut pasti menghasilkan lulusan yang berkualitas? jawabnya adalah belum tentu, tergantung pada definisi tingkat mutu yang ingin dicapai. hal itu dapat dibaca pada kebijakan mutu serta sasaran mutu yang didefinisikan oleh lembaga yang bersangkutan. bakuan proses iso 9000 hanya akan menjamin bahwa proses yang didefinisikan adalah benar mengarah kepada sasaran mutu yang didefinisikan dan semua proses yang didefinisikan benar telah dilaksanakan sesuai prosedur yang didefinisikan. dengan mengikuti kendali urutan proses yang ditentukan dalam prosedur iso 9000, secara otomatis mutu proses pendidikan dengan mudah dapat dikendalikan sehingga mempermudah tercapainya tingkat mutu yang didefinisikan. iso 9000 dapat menjamin tercapainya tiga kriteria ban komponen utama yang diharapkan oleh pemerintah yang meliputi mutu, relevansi, dan efisiensi merupakan dimensi ukuran masukan, proses, dan keluaran, seperti digambarkan dalam model sistem akreditasi ban. ukuran baku yang diharapkan dicapai oleh pt yang ditentukan oleh pemerintah tersebut dapat didefinisikan dalam sasaran mutu yang ingin dicapai oleh pt. untuk tercapainya sasaran mutu yang telah didefinisikan, perlu digambarkan di dalam rencana mutu dan semua prosedur serta instruksi kerja yang direncanakan. bila semua rencana itu dilaksanakan secara patuh, akan menghasilkan suatu hasil setiap tahap proses yang dapat diukur dengan metode statistik yang juga telah didefinisikan sebelumnya. dengan analisis atas hasil tersebut, dapat ditentukan langkah yang diperlukan untuk memperbaiki proses secara terus menerus. bila terdapat penyimpangan atas hasil terhadap yang diharapkan, dapat dilakukan langkah memperbaikinya. dengan demikian, secara pasti sasaran mutu yang didefinisikan meliputi komponen mutu, efisiensi, dan relevansi secara mudah dapat dicapai. perbedaan antara akreditasi ban dan akreditasi iso 9000 proses akreditasi ban dan proses sertifikasi iso 9000, saling mendukung untuk tercapainya mutu, relevansi, dan tingkat efisiensi yang diharapkan. perbedaan utama terjadi pada cara assesment-nya, proses akreditasi ban banyak menanyakan keadaan/hasil tahapan proses pada saat pengukuran dilakukan tanpa mengamati prosesnya sendiri. assesment yang dilakukan oleh badan sertifikasi internasional iso 9000 lebih banyak melakukan pengecekan atas proses yang dilakukan, meskipun tidak juga melepaskan diri terhadap pengamatan atas hasil setiap tahapan proses. penekanan yang dilakukan oleh bakuan proses mutu iso 9000 adalah terdokumentasikannya semua tahapan proses yang dilakukan dalam organisasi serta dilaksanakannya semua proses yang telah didokumentasikan tersebut. pada akreditasi yang dilakukan ban, pasti kondisi dokumentasi yang dilakukan telah rapi akan sangat peningkatan mutu proses… (th. widia soerjaningsih) 87 membantu kemudahan pengisian borang. kelemahan sistem akreditasi oleh ban adalah pt yang sistem dokumentasinya kurang baik pun, mereka dapat mengisi dengan pendekatan perkiraan yang diharapkan oleh pemerintah, bukan keadaan nyata dari data yang ada di pt yang bersangkutan. bila pt telah mengetahui sebenarnya ukuran yang dikatakan baik itu seperti apa, pengisian bukan dengan data yang ada tetapi didekati supaya lulus dari proses akreditas; akibat tidak mungkinnya dilakukan peninjauan langsung ke setiap pt yang akan di evaluasi; akibat pertimbangan biaya. kelemahan lain adalah ikut sertanya para pelaksana pt di dalam proses akreditasi itu sehingga tidak mungkin dapat dihasilkan penilaian yang objektif penuh. penilai dalam hal ini cenderung untuk melakukan pengecekan atas apa yang dilaporkan. pada evaluasi dengan sistem iso 9000, pengamatan dilakukan langsung di tempat kerja sehari-hari dari para petugas sehingga bila ada proses yang tidak dilakukan atau dilakukan secara salah, langsung akan dapat diketahui oleh pengamat. pengamat yang melakukan penilaian adalah mereka yang tidak terkait sama sekali dengan pt sehingga secara bebas mereka dapat melakukan evaluasi, termasuk evaluasi ialah memberikan pandangan lain untuk perbaikan dari proses yang dilakukan. konsultan iso 9000: bagaimana memilih dan bagaimana kontraknya untuk dapat tercapainya keadaan proses standar iso 9000 dapat dilaksanakan secara penuh oleh sebuah lembaga, diperlukan komitmen yang tinggi dari pimpinan lembaga yang dapat mendorong seluruh proses yang di bawah tanggung jawabnya untuk disesuaikan dengan kebutuhan standar proses iso 9000. selain komitmen dari pimpinan lembaga, masih diperlukan konsultan yang mengerti tentang proses iso 9000 itu agar perubahan/penyesuaian proses semua proses yang sedang berjalan dengan mudah dapat diubah ke arah standar proses iso 9000. pemakaian konsultan akan mempercepat proses perubahan karena konsultan (yang berpengalaman) dapat menjadi agen pengalihan “know-how” secara efektif dan dapat memberikan rekomendasi yang tepat dalam implementasi iso 9000. termasuk konsultan dapat membantu memberikan umpan balik yang objektif kepada manajemen puncak. bila jangka waktu yang ditargetkan semakin pendek maka peranan konsultan semakin diperlukan. konsultan akan mempunyai waktu yang lebih baik dibandingkan dengan tenaga intern yang tentunya tidak dapat meninggalkan pekerjaan rutin mereka dalam organisasi. dalam menerapkan bakuan iso 9000, penggunaan konsultan tidaklah mutlak. jika kita memiliki orang yang cukup mampu untuk mengorganisasikan kegiatan persiapan dan implementasi, memiliki pemahaman/pengalaman mengimplementasikan bakuan iso 9000 dan punya waktu yang cukup, tentu tidak memerlukan konsultan lagi. dalam kontrak dengan konsultan tersebut, yang perlu dipelajari adalah apakah lingkup kerja yang ditawarkan benar telah menjamin lembaga untuk tercapainya target yang diharapkan; termasuk waktu pencapaian targetnya. sering kali, sebelum konsultan mengajukan penawaran, ia akan datang untuk melihat keadaan lembaga, baik dari segi organisasinya, prosedur kerjanya, seberapa besar beban kerja yang perlu dilakukan, journal the winners, vol. 5 no. 2, september 2004: 79-89 88 maupun tim yang dibentuk oleh lembaga apakah akan menjamin tercapainya tujuan tersebut. bila tingkat kesulitan dirasakan akan berat maka secara otomatis biaya konsultasi akan ditarik relatif lebih mahal, juga target waktu pencapaian akan lebih dipanjangkan. bila dilihat tingkat kesulitan untuk tercapainya target sangat tinggi, konsultan akan cenderung menolak pekerjaan itu dengan segala macam alasannya. assessor iso-9000 dan bentuk sertifikasi yang diperoleh: sgs setiap perusahaan bebas memilih sendiri badan sertifikasi yang diinginkan untuk memproses sertifikasinya. badan sertifikasi harus telah diakreditasi oleh badan registrasi yang berwenang untuk mengeluarkan sertifikat yang mengijinkan perusahaan tersebut untuk menerbitkan sertifikat bagi para pelanggan. badan sertifikasi yang telah di akreditasi itulah yang diberi hak dan pengakuan mengeluarkan sertifikat iso. beberapa hal yang perlu dipertimbangkan dalam memilih badan sertifikasi, yaitu (a) pengakuan internasional; (b) pengalaman badan sertifikasi; (c) kompetensi badan sertifikasi yang dipilih; (c) lokasi perusahaan; (d) bahasa yang digunakan oleh assessor; (e) prosedur kerja badan serifikasi yang bersangkutan; (f) biaya yang harus dibayar. penutup simpulan 1. bakuan proses iso 9000 sangat diperlukan oleh pt untuk memenangkan persaingan yang akan dihadapi pada era globalisasi nanti. 2. bakuan proses iso 9000 akan mempercepat tercapainya tingkat mutu yang diharapkan oleh tujuan pendidikan yang didefinisikan oleh pemerintah, baik melalui peraturan yang ada dan juga yang ditentukan dalam proses akreditasi ban. 3. keluhan yang sering terbaca pada berita di surat kabar yang menyatakan bahwa manajemen pt indonesia dapat dikatakan sangat tertinggal dibandingkan manajemen pt luar negeri akan secara cepat dapat diperbaiki dengan dipakainya bakuan mutu iso 9000 yang bersifat internasional. daftar pustaka peningkatan mutu proses… (th. widia soerjaningsih) 89 boyle, p. and j.a. bowdem. 1997. “educational quality assurance in universities: an enhance model.” assessment and evaluation in higher education. vol. 22, no.2, pp. 111-121. irawan, sonny. 1997. “sertifikasi iso 9000 di perguruan tinggi” universitas bina nusantara menjelang era globalisasi. biro kendali mutu univ. bina nusantara. hlm. 8-10. izadi, m., a.e. kashef, and r.w. stadt. 1996. “quality in higher education: lessons learned from the baldrige award, deming prize, and iso 9000 registration.” journal of individual teacher education, 33(2), pp. 60-76. lundquist, robert. 1997. “quality systems and iso 9000 in higher education,” assessment and evaluation in higher education. vol. 22, no. 2, pp. 159-172. prabowo, h. dan a. tutik. 1997. “sistem manajemen mutu universitas bina nusantara, sebagai antisipasi menghadapi era globalisasi” universitas bina nusantara menjelang era globalisasi. biro kendali mutu universitas bina nusantara. hlm. 11-16. ranuwihardjo, sukadji. 1996. rancangan akreditasi dan jadwal kerja badan akreditasi nasional pt (ban-pt). jakarta: depdiknas, badan akreditasi nasional perguruan tinggi. widia, th. dan j.f.p. luhukay. 1997. “mutu proses perguruan tinggi dan upaya peningkatannya.” universitas bina nusantara menjelang era globalisasi. jakarta: biro kendali mutu universitas bina nusantara. hlm. 5-7. economic, business, management, and information system journal volume 6, nomor 2, september 2005 issn: 1412 1212 pelindung prof. dr. gerardus polla, m.app.sc. redaktur utama parulian sihotang, ak., m.acc., ph.d. dewan redaksi antonius herusetya s.e., m.m., ak. misbahul munir, ak., mba ir. harjanto prabowo, m.m. mitra bestari dr. hekinus manao, m.acc., c.g.f.m. (universitas indonesia) dr. sudarwan, m.b.a., q.i.a. (universitas trisakti) dr. ir. roy sembel, m.b.a. (program pascasarjana universitas bina nusantara) edi timbul hardiyanto, s.e., ak., m.sc., m.b.a., b.a.p (institut pendidikan internal auditor indonesia) dr. suroso isnandar, m.sc. (university of abertay, united kingdom) marien van den boom, ph.d. (inholland university, the netherlands) editor dra. endang ernawati, m.lib. titik rahayu s., s.s. hernawati s., s.s sekretariat dr. s.liawatimena holil alamat sekretariat subcenter publikasi ilmiah bidang ekonomi, center for research and publication, universitas bina nusantara jl. kebon jeruk raya no. 27, kemanggisan, jakarta barat 11530 telp. (021) 5345830, 5350660 ext. 1706 fax. (021) 5300244 e-mail: heryhm@binus.ac.id issn 1412-1212 subcenter publikasi ilmiah bidang ekonomi universitas bina nusantara economic, business, management, and information system journal volume 6, nomor 2, september 2005 issn: 1412 1212 daftar isi kata pengantar................................................................................................................... v siswono; juni liem; arieany prasetyo analisis dan perancangan sistem e-crm pada pt paramitra media perkasa (e-crm system analysis and design in pt paramitra media perkasa)................................ 95-104 januar heryanto kepemimpinan: suatu tinjauan manajemen sumber daya manusia (leadership: a relief human resource management review)............................................. 105113 ferry jie; kevin parton; rod cox developing a suitable methodology for integrated supply chain analysis in the australian beef industries: a research proposal............................................................. 114-122 noerlina; idris gautama s. peran bank jangkar dalam arsitektur perbankan indonesia (the role of anchor bank in indonesian bank architecture)................................................ 123133 m. takdir mulyadi kajian terhadap tingkat kinerja ekspor indonesia dalam rangka meningkatkan kesejahteraan masyarakat: studi kasus ekspor udang beku indonesia (indonesian export performance in developing society’s welfare: a case study on the indonesian frozen shrimp export)......................................................... 134154 anggara hayun a perencanaan dan pengendalian proyek dengan metode pert cpm: studi kasus fly over ahmad yani, karawang (planning and controlling project with pert-cpm method a case study on the fly over ahmad yani, karawang)......................................................... 155174 c.t. adhikara siapa konsumen kita?: analisis perubahan konsumen di era “ekonomi baru” (who is our consumer?: an analysis of consumer changes successful implementation …… (hermawan) 19 successful implementation of enterprise resource planning hermawan information system management depatment, binus graduate program – master of information systems management, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia hermawantjhia@yahoo.co.id abstract the purpose of this research was to analyze factors that influence a successful implementation of enterprise resource planning (erp) at pt agung sedayu group. measuring the success of erp implementation was needed to find out what success factors influence the implementation process. the delone and mclean success model was used as a measurement tool with employees who actively used the erp system as respondents. the research method used was a descriptive quantitative method with questionnaires as data collection techniques with the indicators on delone and mclean model. data taken from the questionnaire were 187 samples from 350 active user population systems at pt agung sedayu group. questionnaire data were processed using the spss application to test the validity and reliability; then linear regression analysis was performed to test the hypothesis. from the results of the research, it is known that all variables of system quality, information quality, service quality, usage, user satisfaction, and net benefits have an influence on the successful implementation of erp at pt agung sedayu group. the conclusion presents that the successful implementation of erp is more influenced by user satisfaction supported by the level of use, system quality, information quality, and service quality. keywords: enterprise resource planning, delone and mclean model, system quality, information quality, service quality introduction enterprise resource planning (erp) is an investment that has high value and is not seen in a company (simamora et al., 2015). erp is a system that helps to organize business processes in an integrated unit such as marketing, production, purchasing and accounting, and storing all transactions in a database used by the company and providing management reporting tools (brady, monk, & wagner, 2001). with the existence of an erp system, the company’s business processes will be more effective, mutually integrated into each division, improve company performance, and can assist management in managerial decision making (wicaksono, mulyo, & riantono, 2015). in indonesia, many large companies have not integrated each company’s business processes into computerized systems due to large costs and a long time. moreover, in small companies, erp implementation is difficult to implement even the thought of implementing an integrated system like that as if it is still new. erp implementation also provides major changes in the company, therefore it is necessary to know the important aspects that must be considered such as user, commitment, software and hardware, training, and change in order to provide knowledge and assist stakeholders in developing relevant strategic steps and policies (irfani, 2015). in addition, after the implementation of the erp system, many questions arise mainly from management, such as how much influence the erp implementation has on the performance and productivity of all employees towards the company. another question arises; how much influence the erp implementation has to make business processes 20 journal the winners, vol. 20 no. 1, march 2019: 19-31 more effective, efficient, and support the company’s performance to make decisions and increase profits. wijaya and alianto (2012) have stated that an erp system is an integration program application, with cross-functional from an organization and the main purpose of using an erp system is to improve the more effective and efficient work methods of an organization. according to alianto and wijaya (2013), erp systems will help related business units to share data and information, reduce costs, and improve business processes, which will have an impact on improving work outcomes (productivity) to be more efficient and effective. anardani and putera (2018) have also argued that an erp system is a software package that is assigned to coordinate the company’s internal strength so as to produce a management system that is more effective and efficient in processing data. the company performance growth can be seen in figure 1. 0 500 1000 1500 2000 2500 2013 2014 2015 2016 in b il li o n ( id r ) company performance growth revenue expense net profit figure 1 company performance growth (source: pt agung sedayu group) based on data in figure 1 on the growth of company performance, since the erp implementation in 2015, the company’s revenue increases due to time efficiency that increases employee productivity and could reduce operational costs such as paperless which has an impact on increasing the company’s net profit. therefore, questions arise from the management of how much influence the erp implementation has on employee productivity towards the company and how much influence the erp implementation has on making business processes more effective and efficient. research to analyze the success of erp implementation has been carried out by many researchers. wisudiawan (2015) has analyzed the success factors of information systems using the delone and mclean model using parametric statistical methods that use interval ratio data. it finds that user satisfaction is determined by three factors, namely system quality, information quality, and service quality. setyo and rahmawati (2015) also have examined the problem of the influence of information quality and information system quality on the satisfaction and performance of users of information systems whose results find that information quality affects intention to use and user satisfaction. saputro, budiyanto, and santoso (2016) have also analyzed the success of e-government using delone and mclean’s success model case study in pekalongan city government with the slovin sampling method. it finds that information quality and system quality influence the intention user while information quality, system quality, and service quality have a positive effect on user satisfaction. successful implementation …… (hermawan) 21 based on the results of previous research studies, it is known that there are many researches on the success of erp implementation. however, to analyze the success of erp implementation in the implementation process which is only three years old, there is still no differences in population use, samples, time periods, and different methods as reasons for the authors to analyze the success of erp implementation. in addition, this research is also asked directly by the erp implementation manager to help evaluate the implementation process in order to focus on important factors so that it can save time and costs of implementing an erp system. regarding these problems, the purpose of this research is to analyze the factors that influence the success of erp implementation and assist management in evaluating the implementation process. from this research, the company will get benefits, namely; (1) it is expected that the management of the company can find out what variables can affect the success of the system being implemented. (2) it is expected that the management department can improve the quality of the system, the quality of information, and the quality of services that can affect the level of use and the level of user satisfaction so that it can ultimately increase the net benefits of the company. methods this research is descriptive and explorative research with a quantitative approach. explorative research is research conducted to obtain very general information about research problems, namely information about the success of enterprise resource planning implementation. the population of this research is agung sedayu group employees who have used an enterprise resource planning business system of 350 people. respondents are the operational, purchasing, warehouse, and finance accounting parts of the staff level, supervisor, manager, general manager, and director. based on the slovin formula, the total sampling of the population of 350 users of the erp information system is: n = n / (1+ (n x e2)) n = 350 / (1+ (350 x 0,052)) n = 350 / (1+ (350 x 0,0025)) n = 350 / (1+ 0,875) n = 350 / 1,875 n = 186,67 the value of n shows the number of samples of 186,67 rounded to 187. therefore, the number of sampling required for this research is 187 sampling. this research uses one sampling technique, namely random sampling. this sampling technique can provide the most biased generalizations as investigations and randomly distribute in the population. primary data in this research comes from questionnaires distributed to respondents either directly or via the internet. in this research, researchers obtained secondary data based on data obtained from supporting libraries and pieces of literature in libraries, journals, previous research, and websites or the internet. the researcher is part of the erp implementation system team so that it can make direct observations by observing the object of research in the company. to get the appropriate data, the researcher will make a question in the form of a questionnaire based on defined variables. questionnaires are given to users of information systems within the company to get information and feedback on the use of information systems that have been implemented. so it is known to what extent the information system is in accordance with the wishes of the user, the duration of the use of information systems, the extent to which information systems help and facilitate the user in carrying 22 journal the winners, vol. 20 no. 1, march 2019: 19-31 out daily work, and an analysis of the benefits obtained by the organization on system implementation. the data on the questionnaire regarding the evaluation of the success of the erp implementation will be shared with random users, and the researcher receives the questionnaire again if it has been filled in by the respondent. questionnaires are used to measure accurately the extent of the influence of variables. before the hypothesis test is carried out, the results of the questionnaire data will be tested for validity and reliability testing using the spss version 20 application. validity test is used to measure whether the questionnaire questions have represented a picture of the intended variable. the pearson correlation method is used to test the validity of question items with a significance value of 0,05%. this means that the level of trust in decision making to accept or reject the hypothesis is 95% with a margin of error of 5%. with the number of the sample as many as 187, then the r-table obtained from the r product moment with a significance value of 0,05 is 0,148. reliability test is used to measure whether the questionnaire questions are reliable for research. reliability testing is done using cronbach’s alpha. where if the cronbach’s alpha value >= 0,6 then the question is declared reliable. conversely, if the cronbach’s alpha value is <0,6, the question is declared unreliable. after the quality of the data is declared valid and reliable, the researcher conducts linear regression analysis to test the hypothesis which aims to measure what factors influence the success of enterprise resource planning implementation. variable measurements for the delone & mclean model will use a likert scale from strongly disagree to strongly agree. this scale is indicated by the criteria; number 1 means strongly disagree, 2 means disagree, 3 means enough, 4 means agree, 5 means strongly agree (sekaran & bougie, 2009). delone & mclean model is a framework used for measuring the success of is (information systems). there are six dimensions for measuring the success of the is model (petter, delone, & mclean, 2008); (1) system quality is the desired characteristics of an information system, for examples easy to use, flexible, system reliability, easy to learn, and intuitive system features, sophistication, flexibility, functionality, data quality, portability, integration, importance, and response times. (2) information quality is desired characteristics of system output, namely management reports and web pages, for example relevant, easy to understand, accurate, concise, complete, security, currency, timeliness, and usability. (3) service quality is a service provided by the system to the user both directly and indirectly, for examples responsiveness, accuracy, reliability, technical competence, and empathy from staff members. (4) intention to use; intention to use is an attitude (attitude) while use is a behavior (behavior) in the use of the system by the user. (5) user satisfaction is the level of user satisfaction with reports, web sites, and support services, for example, user behavior. (6) the net benefit is the expansion of is in contributing to the success of individuals, groups, organizations, industries, and nations, for examples improving decision making, increasing productivity, increasing sales, reducing costs, increasing profits, market efficiency, user welfare, and economic development. table 1 shows the definition of each variable. table 1 definition variabel no variabel definition indicator 1 system quality (sq) desired characteristics of information systems are reliable for everyday use. easy to use easy to learn secure response time 2 information quality (iq) characteristics generated from the output system for data processing are able to provide precise and complete information. accuracy relevance reliable completeness successful implementation …… (hermawan) 23 table 1 definition variabel (continued) no variabel definition indicator 3 service quality (lq) in the form of services provided by the system to users of the system either directly or indirectly. responsiveness reliability competence 4 use (u) a behavior that the user shows for using the system. dependency frequency intention to reuse 5 user satisfaction (us) user satisfaction level for system usage. recommendation expectation 6 net benefits (nb) benefits provided by the system to all users in all related parts. effectiveness efficiency decision making to show the relationship between variables with one another, the hypothesis used (h1) system quality has a positive influence on use. (h2) system quality has a positive influence on user satisfaction. (h3) information quality has a positive influence on use. (h4) information quality has a positive influence on user satisfaction. (h5) service quality has a positive influence on use. (h6) service quality has a positive influence on user satisfaction. (h7) use has a positive influence on user satisfaction. (h8) use has a positive influence on net benefit. (h9) user satisfaction has a positive influence on net benefit. the research hypothesis can be seen in figure 2. figure 2 research hypothesis results and discussions the questionnaire is distributed randomly to the operational, purchasing, warehouse, and financial accounting departments that use erp system by using google form media with a domain address: https://goo.gl/forms/esbrnj5hcr34uxsn2. respondents have a diverse age range, but the largest users are in the age range 26-35. respondents on average have undergraduate education levels. this shows that respondents are people who are quite educated and young. the profile distribution of the respondents can be seen in table 2. 24 journal the winners, vol. 20 no. 1, march 2019: 19-31 table 2 profile respondent based on sex based on age based on education male (54.5%) 26-35 (57,2%) s1 (87,1%) 36-45 (17,1%) sma (6,4%) female (45.5%) 18-25 (13,9%) <sma (4,3%) 46-55 (9,1%) s2 (2,2%) >=55 (2,7%) (source: questionnaire data) after distributing the questionnaire, the following are the results of each question asked. based on the results of the system quality variable questionnaire data consisting of four indicators, most of the respondents agree on all indicators. this shows that employees have a perception that the system is easy to use and the information system is quite easy to learn but still needs program improvement so that the system is easier to learn by new system users. table 3 is a description of the questionnaire data of system quality variable. table 3 descriptive questionnaire data of system quality variable no variable indicator sts (1) ts (2) rr (3) s (4) ss (5) average 1 system quality (sq1) easy to use 0% 0% 5,35% 71,12% 23,53% 4,18 2 system quality (sq2) easy to learn 0% 0% 3,74% 72,73% 23,53% 4,20 3 system quality (sq3) secure 0% 0% 4,81% 70,59% 24,60% 4,20 4 system quality (sq4) response time 0% 0% 3,21% 72,19% 24,60% 4,21 (source: questionnaire data) based on the results of the questionnaire of variable data of information quality which consists of four indicators, most of the respondents agree on all indicators. this shows that employees have a perception that the system has produced complete information to help their daily work and the information system is quite easy to understand but still needs improvement to improve the information generated from the system. table 4 is a description of the questionnaire data of information quality variables. table 4 descriptive data questionnaire of information quality variable no variable indicator sts (1) ts (2) rr (3) s (4) ss (5) average 1 information quality (iq1) accuracy 0% 1,07% 10,16% 66,84% 21,93% 4,10 2 information quality (iq2) relevance 0% 0,53% 6,42% 68,45% 24,60% 4,17 3 information quality (iq3) reliable 0% 1,07% 8,02% 70,05% 20,86% 4,11 4 information quality (iq4) completeness 0% 0% 6,42% 65,78% 27,81% 4,21 (source: questionnaire data) based on the results of the questionnaire variable data service quality which consists of three indicators, most of the respondents agree on all indicators. this shows that employees have the successful implementation …… (hermawan) 25 perception that they will easily get information from the system and the system is able to provide responses to system users, but the response from the system still needs to be improved to provide better service to users. table 5 is a description of the questionnaire data of service quality variables. table 5 descriptive data questionnaire of service quality variables no variable indicator sts (1) ts (2) rr (3) s (4) ss (5) average 1 service quality (lq1) responsiveness 0% 0% 4,81% 69,52% 25,67% 4,21 2 service quality (lq2) reliability 0% 0% 4,81% 70,59% 24,60% 4,20 3 service quality (lq3) competence 0% 0% 9,09% 66,31% 24,60% 4,16 (source: questionnaire data) based on the results of the questionnaire of data use variable which consists of three indicators, most of the respondents agree on all indicators. this shows that employees often use the system to conduct analysis to help their daily work and the system is quite often used to download data from the system. table 6 is a description of the questionnaire data of use variables. table 6 descriptive data questionnaire of use variable no variable indicator sts (1) ts (2) rr (3) s (4) ss (5) average 1 use (u1) dependency 0% 0,53% 8,56% 52,41% 38,50% 4,29 2 use (u2) frequency 0% 0% 8,02% 52,94% 39,04% 4,31 3 use (u3) intention to reuse 0% 0% 11,23% 52,41% 36,36% 4,25 (source: questionnaire data) based on the results of the questionnaire data of user satisfaction variable which consists of two indicators, most of the respondents agree on all indicators. this shows that employees are satisfied with the current system and will continue to use the existing system for the future and the system has produced informative information. table 7 is a description of the questionnaire data of user satisfaction variables. table 7 descriptive questionnaire data of user satisfaction variable no variable indicator sts (1) ts (2) rr (3) s (4) ss (5) average 1 user satisfaction (us1) recommendation 0% 0% 12,30% 61,50% 26,20% 4,14 2 user satisfaction (us2) expectation 0% 0% 11,23% 59,36% 29,41% 4,18 (source: questionnaire data) based on the results of the questionnaire data of net benefit variable which consists of three indicators, most of the respondents agree on all indicators. this shows that the use of the system is able to provide high enough support to make decisions by decision-makers and the system is quite easy to use but still needs improvement in the future. table 8 shows the description of the questionnaire data of net benefit variables. 26 journal the winners, vol. 20 no. 1, march 2019: 19-31 table 8 descriptive data questionnaire of net benefit variable no variable indicator sts (1) ts (2) rr (3) s (4) ss (5) average 1 net benefit (nb1) effectiveness 0% 0% 6,95% 58,82% 34,22% 4,27 2 net benefit (nb2) efficiency 0% 0.53% 6,95% 57,75% 34,76% 4,27 3 net benefit (nb3) decision making 0% 0% 5,35% 48,13% 46,52% 4,41 (source: questionnaire data) researchers will test the validity and reliability of whether all questionnaire questions can be declared valid and reliable or not. based on the validity test in table 9, it appears that the value of rcalculate all indicators of each variable for the total indicators of each variable is >0,148 (r-table). it is decided that the whole question of all indicators of each variable is declared valid. the cronbach alpha value for all indicator variables is >= 0,6. it is decided that all indicators of each variable are reliable. validity and reliability test results can be seen in table 9. table 9 validity and reliability test results variable r-calculate validity test results cronbach’s alpha reliability test results sq1 0,729 valid 0,662 reliable sq2 0,705 valid sq3 0,773 valid sq4 0,608 valid iq1 0,691 valid 0,685 reliable iq2 0,759 valid iq3 0,697 valid iq4 0,725 valid lq1 0,908 valid 0,839 reliable lq2 0,828 valid lq3 0,876 valid u1 0,795 valid 0,720 reliable u2 0,794 valid u3 0,813 valid us1 0,851 valid 0,623 reliable us2 0,854 valid nb1 0,831 valid 0,766 reliable nb2 0,845 valid nb3 0,800 valid (source: data processing) after all data is declared valid and reliable (based on validity and reliability tests in table 9), it can be said that the data is feasible to be processed in the next stage, namely testing the nine hypotheses using linear regression analysis in spss version 20 software. based on the model summary in figure 3, the value of r (correlation) between system quality and use is 0,224. while the value of r2 (determination coefficient) is 0,050 which means the influence of system quality with use is 5%. based on the research of saputro, budiyanto, and santoso (2016), it is found a positive relationship between system quality and information quality to use. users will use the system by paying attention to the quality of the system. this can be due to the high concern of the user for the quality of the existing system. users also feel that the system has helped them in working on their daily work processes. the training provided about the system is good and the user views the quality of the system as important as a reason for use. in this research, the relationship successful implementation …… (hermawan) 27 between system quality and use gets positive results so that it is in accordance with previous research. the results of hypothesis testing (h1) can be seen in figure 3. model summary model r r square adjusted r square std. error of the estimate 1 0,224a 0,050 0,045 0,41489 a. predictors: (constant), systemquality figure 3 hypothesis test result (h1) (source: data processing) based on the model summary in figure 4, the value of r (correlation) between system quality and user satisfaction is 0,298. while the value of r2 (determination coefficient) is 0,089 which means the influence of system quality with user satisfaction is 8,9%. based on the research of wisudiawan (2015), it is found a positive relationship between system quality, information quality, and service quality to user satisfaction. system quality affects user satisfaction. the better quality of the system, user satisfaction will increase. users still feel satisfied even though the quality of the system is only categorized as good. this can be because the services provided by the it team are good and the system helps users in completing operational work. in this research, the relationship between system quality and user satisfaction receive positive results in accordance with previous research. the results of hypothesis testing (h2) can be seen in figure 4. model summary model r r square adjusted r square std. error of the estimate 1 0,298a 0,089 0,084 0,39312 a. predictors: (constant), systemquality figure 4 hypothesis test result (h2) (source: data processing) based on the model summary in figure 5, the value of r (correlation) between information quality and use is 0,260. while the value of r2 (determination coefficient) is 0,068, which means the influence of information quality with use is 6,8%. based on the research of saputro, budiyanto, and santoso (2016), it is found a positive relationship between system quality and information quality to use. users use information systems by paying attention to the quality of information produced. this can be caused by the awareness of the user regarding the quality of the information generated from the system. in this research, the relationship between information quality and use gets positive results so that it is in accordance with previous research. the results of hypothesis testing (h3) can be seen in figure 5. model summary model r r square adjusted r square std. error of the estimate 1 0,260a 0,068 0,063 0,41105 a. predictors: (constant), informationquality figure 5 hypothesis test result (h3) (source: data processing) 28 journal the winners, vol. 20 no. 1, march 2019: 19-31 based on the model summary in figure 6, the r-value (correlation) between information quality and user satisfaction is 0,229. while, the value of r2 (determination coefficient) is 0,053, which means the influence of information quality with user satisfaction of 5,3%. based on the research of wisudiawan (2015), it is found a positive relationship between system quality, information quality, and service quality to user satisfaction. the quality of information affects user satisfaction. the better the quality of information generated from the system, user satisfaction will increase. it must provide good quality information, namely availability, up to date, reliable, and according to user needs, so that the information generated is useful in the management decision-making process and as input for management in determining the next strategic step. in this research, the relationship between information quality and user satisfaction gets positive results so that it is in accordance with previous research. the results of hypothesis testing (h4) can be seen in figure 6. model summary model r r square adjusted r square std. error of the estimate 1 0,229a 0,053 0,047 0,40082 a. predictors: (constant), informationquality figure 6 hypothesis test result (h4) (source: data processing) based on the model summary in figure 7, the value of r (correlation) between service quality and use is 0,365. while, the value of r2 (determination coefficient) is 0,133, which means the influence of service quality and use is 13,3%. based on the research of caldeira & ward (2002), it is found a positive relationship between service quality and usage. the it team has provided satisfactory service and the quality of services provided by it in accordance with what is expected by the user, causing this to affect the use of the system. another thing that affects the use of the system is the obligation to use the system, and the system can help, accelerate, and simplify the completion of daily work so that the quality of service influences. in this research, the relationship between service quality and use gets positive results so that it is in accordance with previous research. the results of hypothesis testing (h5) can be seen in figure 7. model summary model r r square adjusted r square std. error of the estimate 1 0,365a 0,133 0,128 0,39637 a. predictors: (constant), servicequality figure 7 hypothesis test result (h5) (source: data processing) based on the model summary in figure 8, the value of r (correlation) between service quality and user satisfaction is 0,208. while the value of r2 (determination coefficient) is 0,043 which means the influence of service quality with user satisfaction of 4,3%. based on the research of wisudiawan (2015), it is found a positive relationship between system quality, information quality, and service quality to user satisfaction. the it team has provided maximum service, this has a great effect on user satisfaction. other things need to be improved to increase user satisfaction such as the quality of the system and the quality of the information provided by the system. information or instructions and training are clear in order to help users complete their daily work. in this research, the successful implementation …… (hermawan) 29 relationship between service quality and user satisfaction receive positive results in accordance with previous research. the results of hypothesis testing (h6) can be seen in figure 8. model summary model r r square adjusted r square std. error of the estimate 1 0,208a 0,043 0,038 0,40279 a. predictors: (constant), servicequality figure 8 hypothesis test result (h6) (source: data processing) based on the model summary in figure 9, the r (correlation) value between use and user satisfaction is 0,482. while the value of r2 (determination coefficient) is 0,233, which means that the use effect with user satisfaction is 23,3%. based on the research of petter, delone, and mclean (2008), it is found a positive relationship between use and user satisfaction. the high use of the system can ensure user satisfaction with the existing system. users feel satisfied because there are many other factors that influence it such as services provided by a maximum it team, good system quality, and a system that can generate information to support work. in this research, the relationship between use and user satisfaction gets positive results so that it is in accordance with previous research. the results of hypothesis testing (h7) can be seen in figure 9. model summary model r r square adjusted r square std. error of the estimate 1 0,482a 0,233 0,228 0,36074 a. predictors: (constant), use figure 9 hypothesis test result (h7) (source: data processing) based on the model summary in figure 10, the value of r (correlation) between use and net benefit is 0,426. while the value of r2 (determination coefficient) is 0,181 which means the use effect with net benefit is 18,1%. based on the research of petter, delone, and mclean (2008), it is found a positive relationship between system use and net benefits. the benefits perceived by users are obtained because it uses a system that can help, accelerate, and facilitate the user in completing day-today operational work. in this research, the relationship between use and net benefit received positive results so that it is in accordance with previous research. the results of hypothesis testing (h8) can be seen in figure 10. model summary model r r square adjusted r square std. error of the estimate 1 0,426a 0,181 0,177 0,47123 a. predictors: (constant), use figure 10 hypothesis test result (h8) (source: data processing) 30 journal the winners, vol. 20 no. 1, march 2019: 19-31 based on the model summary in figure 11, the value of r (correlation) between user satisfaction and net benefit is 0,435. while the value of r2 (determination coefficient) is 0,189 which means the influence of user satisfaction with net benefit is 18,9%. based on the research of setyo and rahmawati (2015), it is found a positive relationship between user satisfaction and net benefits. users feel satisfied with the existing information system that can guarantee users will use it continuously to support their work. this can be due to user expectations according to the desired system usability. in this research, the relationship between user satisfaction and net benefit receive positive results so that it is in accordance with previous research. the results of hypothesis testing (h9) can be seen in figure 11. model summary model r r square adjusted r square std. error of the estimate 1 0,435a 0,189 0,185 0,46890 a. predictors: (constant), usersatisfaction figure 11 hypothesis test result (h9) (source: data processing) conclusions based on the results of research on the success of erp system implementation, it can be concluded that in general, erp systems have a positive influence on the effectiveness, efficiency, and decision making of users. based on data processing results, erp implementation has a positive effect on usage variables (how often users use the system), user satisfaction (level of user satisfaction in using the system), and net benefits (net system benefits to users and companies). the above components as a whole are affected positively by the implementation of erp systems on the company. then for system quality variables, information quality and service quality function some of the variables that must be improved in order to influence user usage and satisfaction. based on the conclusions, in the implementation of an erp system, there are several very important things which are the keys to the success of implementing an erp system and should be improved by companies and erp system developers, namely management commitment and training in the use of erp systems. management commitment is needed so that the erp system has been built and applied in the company to be used maximally as a whole so that the function of the erp system can run properly. then the training factor is important because users get information on how to use all functions in an existing erp system to the maximum, so the purpose of implementing an erp system is to improve the efficiency and effectiveness of existing business processes in the company. references alianto, h., & wijaya, s. f. (2013). penerapan sistem erp dalam membuat project feasibility, project status dan project monitoring pada perusahaan di bidang kontraktor. comtech: computer, mathematics, and engineering applications, 4(2), 582-587. doi:10.21512/comtech.v4i2.2481. successful implementation …… (hermawan) 31 anardani, s., & putera, a. r. (2018). analisa perancangan sistem informasi berbasis enterprise resource planning pada cv mitra internusa jaya surabaya. multitek indonesia, 11(2), 80-85. doi:10.24269/mtkind.v11i2.706. brady, j. a., monk, e. f., & wagner, b. j. (2001). concepts in enterprise resource planning. canada: course technology thomson learning. caldeira, m. m., & ward, j. m. (2002). understanding the successful adoption and use of is/it in smes: an explanation from portuguese manufacturing industries. information systems journal 12(2), 121–152. irfani, m. h. (2015). erp (enterprise resource planning) dan aspek-aspek penting dalam penerapannya. eksplora informatika, 4(2), 105-114. https://doi.org/10.1257/aer.90.2.59. petter, s., delone, w., & mclean, e. (2008). measuring information systems success: models, dimensions, measures, and interrelationships. european journal of information systems, 17(3), 236–263. https://doi.org/10.1057/ejis.2008.15. saputro, p. h., budiyanto, a. d., & santoso, a. j. (2016). analisa kesuksesan e-government menggunakan success model’s delone and m clean (studi kasus: pemerintah kota pekalongan). seminar nasional teknologi informasi dan komunikasi 2016. pekolongan, indonesia. pp. 18–19. sekaran, u., & bougie, r. (2009). research method for business: a skill building approach (5th edition). united states: john wiley & sons inc. setyo, d., & rahmawati, d. a. (2015). pengaruh kualitas informasi dan kualitas sistem informasi terhadap kepuasan serta kinerja pengguna sistem informasi. jurnal bisnis dan ekonomi, 6(1), 47–59. https://doi.org/10.1017/cbo9781107415324.004. simamora, b. h., wicaksono, k. c., toindo, h., & rudi, r. (2015). tingkat keberhasilan implementasi enterprise resources planning di bumn sektor manufaktur di indonesia. binus business review, 6(2), 184-195. doi:10.21512/bbr.v6i2.968. wicaksono, a., mulyo, h. h., & riantono, i. e. (2015). analisis dampak penerapan sistem erp terhadap kinerja pengguna. binus business review, 6(1), 25-34. doi:10.21512/bbr.v6i1.985. wijaya, s. f., & alianto, h. (2012). esensi dan penerapan erp dalam bisnis (dilengkapi studi kasus aplikasi erp dengan menggunakan metode ooad). yogyakarta: graha ilmu. wisudiawan, g. a. a. (2015). analisis faktor kesuksesan sistem informasi menggunakan model delone and mclean. jurnal ilmiah teknologi informasi terapan, 2(1), 55–59. https://doi.org/10.1257/aer.90.2.59 information system strategic …… (andry adrian tirana) 71 information system strategic planning at pt ep-tec solutions indonesia andry adrian tirana information system management depatment, binus graduate program, master of information systems management, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia andry.tirana@gmail.com abstract this research aimed to analyze the internal and external environment of business and information system /information technology (is/it), to identify current and future application portfolios, and to develop an information system strategic planning to achieve the vision, mission, and objectives of pt ep-tec solutions indonesia. the data were obtained from the results of interviews, observations, literature study, questionnaires, and analysis of the company’s internal documents. data were taken from interviewing and questionnaires that were ten managerial levels of 50 employees at pt ep-tec solutions indonesia. the weight on the swot ifas and efas matrix used a pairwise comparison method. the method applied descriptive method by using the information system strategic planning framework from ward and peppard. the analytical tools used porter’s five forces, pest, swot, value chain, it balance scorecard, and mcfarlan strategic grid. the results of this research indicate that future application portfolio recommendation that supports si business strategies, is/it management strategies, and it strategies that can help pt ep-tec solutions indonesia in achieving strategic goals. from these results, it can be concluded that there are several proposals for applications, security tools, profiles of knowledge and skills, and recommendations for is/it infrastructure that can be applied in the company. keywords: strategic planning information systems, ward and peppard, swot analysis, it balance scorecard, application portfolio introduction recently, most organizations in all sectors of industry, commerce, non-profit, and government basically depend on information systems and information technology (peppard & ward, 2016). an organization can run well supported by information systems and information technology strategies that are aligned with its business strategy so that the organization’s goals can be achieved. the growth of information systems and information technology plays an important role in supporting business activities and organizational services by providing information that is fast, precise, and accurate so as to increase the effectiveness and efficiency of an organization’s performance. this is felt by the pt eptec solutions indonesia company as one of the leading companies in indonesia that have been established since 2005 in jakarta, and then grows and develops into the leading distribution company in indonesia for high-end communication and technology devices that focus on marketing to the education and enterprise markets throughout indonesia. the strategic role of information systems in organizations is to improve operating efficiency, improve organizational innovation, and build strategic information resources (o’brein, 2006). information system strategic planning can be utilized by a company to expand market reach, align information systems, and information technology (is/it) with business, gain competitive advantage, increase commitment and communication with users, formulate business strategies and is/it, and mailto:andry.tirana@gmail.com 72 journal the winners, vol. 20 no. 2, september 2019: 71-83 develop architecture information (al-aboud, 2011). however, the company’s perception of strategic information systems planning often only supports operational activities (babafemi, 2015). problems that occur at pt ep-tec solution indonesia today is the information presented to customers often incomplete and inaccurate even late given due to limitations in processing data analysis. besides that, the absence of an integrated internal application that can meet the needs of employees at work, even though having an application a well-integrated and connected internal system that is expected to support the work of employees in processing and analyzing data, as well as increasing the company’s added value. then, strategic activities at pt partial ep-tec solutions indonesia is also still carried out by each area whose impacts are not integrated, so that integrated handling is needed in response to every information and service to customers. referring to the problems that exist at pt eptec solutions indonesia, figure 1 shows the sales data that occurs from january to december 2018. if looking at the sales data, there is a decline in sales and also the unstable sales figures each month, which can result in reduced profits and company competitive advantage. figure 1 company revenue 2018 in 2018, ep-tec solutions indonesia set a sales target of 150 billion, and the results of the achievement are still far below the sales target of 75 billion, then in 2019, the sales target is 200 billion. the target is expected to be achieved by implementing an appropriate information system strategy. pt ep-tec solutions indonesia requires an information system strategic planning that can optimize performance from business processes, sales processes, logistics processes, and service/repair processes for the technology and communication device market. with the existence of a new and integrated strategic planning information system, the company’s operational activities can be more organized, fast, flexible, in order to increase company revenue and competitive advantage in the information and communication technology industry. information systems (is)/information technology (it) capability has been interpreted to have the ability to influence the success of companies in reviewing the sizes, types, goals, and structures of their organization (khani, nor, & bahrami, 2011). the strategic planning of information systems and information technology made by this author refers to the journal written by sampurna, darmawan, & nugroho (2015). based on the methodology approach of ward and peppard, analysis is carried out on the internal and external environment of pt ep-tec solutions indonesia, and also see the current condition of is/it to produce an application portfolio that is in line with the business strategy of pt eptec solutions indonesia. information system strategic …… (andry adrian tirana) 73 methods the methods used in this research are in accordance with john ward and joe peppard’s information system strategic planning analysis. in this research, some analyses categorized based on the input and output steps, according to ward and peppard, are carried out. an important factor in the is/it strategic planning process is the use of the methodology. the methodology is a collection of methods, techniques, and tools used to do something. the purpose of using the methodology in is/it strategic planning is to minimize the risk of failure, ensure the involvement of all interested parties and minimize individual dependence, and emphasize the process and targets specified. the ward and peppard version of the methodological approach starts from the condition of investment in is/it in the past that is less useful for the organization’s business objectives and captures business opportunities; and the phenomenon of increasing the competitive advantage of an organization because it is able to utilize is/it to the full. less useful is/it investment for organizations is due to is/it strategic planning that is more focused on technology, not based on business needs. figure 2 shows the research framework used by companies to make is/it strategic planning that is proposed by ward and peppard with the planning model. figure 2 research framework (peppard & ward, 2016) from figure 2, it can be seen that is/it planning is divided into two important components, namely input and output. the input stage consists of; first is the analysis of the external business environment at pt ep-tec solutions indonesia includes several external factors that influence the company’s business strategy. external factors can be seen from opportunities and threats for the company. this analysis uses the analysis of porter’s five forces and pest. the second is the analysis 74 journal the winners, vol. 20 no. 2, september 2019: 71-83 of the internal business environment at pt ep-tec solutions indonesia from an internal side that influences the company’s business processes and corrects the company’s internal weaknesses so that it does not become a threat later. this analysis uses swot analysis and value chain analysis. swot analysis is defined for internal factors, such as company strengths and weaknesses, by using the ifas table (internal strategic factors analysis summary). the external business analysis consists of swot analysis that is defined for external factors, such as company opportunities and threats, using efas tables (external strategic factors analysis summary). to conduct a swot analysis, it needs to be built with full awareness and supportive situations of strategic planning and decision making (holt & wolff, 2015). the third is an analysis of the internal environment of is/it consists of it bsc (it balanced scorecard) and infrastructure. it bsc defines and measures the performance, strategies, and activities of the company based on the perspective of company contributions, user orientation, operational improvements, and future orientation (swierk & mulawa, 2014). this is useful to compare with the is/it needs that are needed in achieving the vision and mission so that conclusions are needed to increase the it needed by pt ep-tec solutions indonesia. in addition, a portfolio analysis of the current application will be carried out regarding the applications that the company currently uses by using mcfarlan’s strategic grid. and the last is an analysis of the external environment of is/it is external factors that can influence strategic planning. for example, with the current technological trend where developing technological developments must also be appropriate and can support ongoing business. even for cloud computing, technology is already familiar to all of them so that the development of applications for technological trends can be developed. while the output stage is a part that is done to produce an is/it strategic planning document whose contents consist of: (1) after all the analyses have been carried out, the information will be obtained to do the formulation of the is/it strategy which includes the si business strategy. at this stage of the si business strategy is the way in which information systems are utilized in supporting every business activity that is related to the company’s vision and mission. moreover, explain various problems that will be made a solution, so that the solution can be implemented. the results of the si strategy are in the form of application recommendations that are proposed to be implemented so that the problems found in the company can be resolved properly and become a tool to achieve its vision and mission. (2) the stages of the is/it management strategy can design a strategy, which can produce new policies by top management related to information technology. it will be implemented by the company, where the policy can be in the form of utilization of company resources in the form of improving the quality of human resources by increasing knowledge and skill. (3) at the it strategy stage where this strategy is useful to find out how it can be utilized in supporting the achievement of vision and mission, and the main business processes that exist in the company. this it strategy is in the form of software, hardware, application platforms, and network topologies that are useful to support the si strategy that has been analyzed previously. (4) future application portfolios are needed to describe each requirement of the recommended application for the company after analyzing the internal and external environment of the business. the application portfolio is also useful as a basis for identifying the company’s needs for software and hardware in the future. some analytical techniques used in is/it strategic planning in this methodology include swot analysis, five forces porter analysis, value chain analysis, it balanced scorecard, and mcfarlan’s strategic grid. the method to be used in this research is a qualitative method that aims at what it targets, and the business objectives to be achieved over the next three years, which are then analyzed by the theory of is/it strategic planning. the data collection carried out in this research is through a questionnaire and interview. besides that, the researcher makes observations directly into the company. observation is carried out in order to be able to find out how the business process is running from the business unit in the company and also to get the information needed. data collection is carried out through literature and reference books related to research to support the writing of this research. besides that, the researcher also needs supporting data contained in company documents, which include vision, mission, organizational structure, and business processes that exist within pt ep-tec solutions indonesia. information system strategic …… (andry adrian tirana) 75 results and discussions in preparing it strategic planning, an analysis of existing business needs is needed in order to assess and evaluate the existing system, so that conclusions can be given to provide recommendations for the proposed system. analysis of the internal business environment is carried out to identify the extent to which the company can evaluate things that need to be improved or developed and even used as an opportunity to build the company further so that it can increase the company’s competitive advantage. the analysis of the value chain will describe the activities carried out by ep-tec solutions indonesia. the main activities and supporting activities to be identified in the business area can be seen in figure 3. figure 3 value chain analysis of pt ep-tec solutions indonesia swot analysis is conducted to describe the environmental conditions in ep-tec solutions indonesia, both internal (strengths and weaknesses) and external (opportunities and threats). this aims to assist in determining the objectives and objectivity of the company within the next three years so that it can carry out efficiency and effectiveness in maintaining the company’s competition. the results of the identification are compared to maximize internal factors of strengths and opportunities and minimize external factors of weaknesses and threats of a company that can be seen in table 1 and table 2. table 1 internal factors strength weakness s1. company reputation w1. operational activities are not optimal s2. customer based from various industries w2. the it governance mechanism is still not good enough s3. diversity of portfolio products w3. the high turnover rate and knowledge sharing have not been maximized s4. management support for it development table 2 external factors opportunity threats o1. the rapid growth of is / it in the world t1. politics and social affairs o2. increased internet use in indonesia t2. new technology used by competitors o3. have the opportunity to expand market share with technology that has been mastered t3. skill limitations in the it division 76 journal the winners, vol. 20 no. 2, september 2019: 71-83 ifas matrix (internal strategic factors analysis summary) and efas (external strategic factors analysis summary) are presented to evaluate and calculate the results of analysis of internal and external factors that will be compared to determine the current position of the company and the strategies the company will use in implementing the project (david, 2011). the weight on the matrix uses a pairwise comparison method. the ifas matrix can be seen in table 3, while the efas matrix can be seen in table 4. table 3 ifas matrix code strength weight rating value s1 company reputation 0,062 3 0,186 s2 customer based from various industries 0,059 4 0,236 s3 diversity of portfolio products 0,044 4 0,176 s4 management support for it development 0,215 3 0,645 subtotal strength 1,243 code weakness weight rating value w1 operational activities are not optimal 0,177 4 0,708 w2 the it governance mechanism is still not good enough 0,264 3 0,792 w3 the high turnover rate and knowledge sharing have not been maximized 0,180 3 0,540 subtotal weakness (2,040) total (s-w) 1,000 (0,797) source: david (2011) table 4 efas matrix code opportunity weight rating value o1 the rapid growth of is / it in the world 0,184 3 0,552 o2 increased internet use in indonesia 0,262 4 1,047 o3 have the opportunity to expand market share with technology that has been mastered 0,050 4 0,198 subtotal opportunity 1,797 code threats weight rating value t1 politics and social affairs 0,196 2 0,392 t2 new technology used by competitors 0,039 1 0,039 t3 skill limitations in the it division 0,270 1 0,270 subtotal threats (0,701) total (s-w) 1,000 1,096 source: david (2011) based on the calculations for the amateur ifas and efas, as can be seen in table 3 and table 4, it can be determined at the point (x; y) on the swot diagram, where x points show the number 0,797 while the y point shows the number 1,096 that can be seen in figure 4. these results indicate that ep-tec solutions indonesia is located at the coordinates (-0,797; 1,096), which is in quadrant iii. it means that supporting companies to carry out turn-around strategies, where ep-tec solutions indonesia has a large opportunity but is still hampered by several obstacles on the internal side. based on the analysis conducted, it shows that actually, the condition of ep-tec solutions indonesia is quite good, but still needs to be improved and improved on the internal side so that the results achieved can be more optimal in achieving its business objectives. through an analysis of the strengths, weaknesses, opportunities, and threats faced by pt eptec solutions indonesia, it will be spelled out the swot matrix that integrates the factors in the ifas matrix with the factors in the efas matrix. the matrix will be a strategy formula for pt ep-tec information system strategic …… (andry adrian tirana) 77 solutions indonesia to be able to take advantage of all the strengths and opportunities that exist so that weaknesses and threats that may occur can be minimized and appropriately handled. the swot matrix obtained can be seen in table 5. based on the swot matrix in table 5, the strategies that will be carried out by pt ep-tec solutions indonesia has a w-o strategy, namely a strategy on how to utilize the company’s external strengths to maximize the opportunities that exist. mapping the w-o strategy, is/it needs, and is/it support needed by pt ep-tec solutions indonesia is helping to realize this strategy that can be seen in table 6. figure 4 swot diagram table 5 swot matrix ifas efas strengths (s) s-1: company reputation s-2: customer based from various industries s-3: diversity of portfolio products s-4: management support for it development weaknesses (w) w-1: operational activities are not optimal w-2: the it governance mechanism is still not good enough w-3: the high turnover rate and knowledge sharing have not been maximized opportunities (o) o-1: the rapid growth of is / it in the world o-2: increased internet use in indonesia o-3: have the opportunity to expand market share with technology that has been mastered s-o strategy  maximize good communication to expand market potential  utilizing employee competencies to develop solutions and product services according to technological developments w-o strategy  company website optimization  develop the decision support system (dss) application  building a knowledge management system (kms)  building customer relationship management (crm) threats (t) t-1: politics and social affairs t-2: new technology used by competitors t-3: skill limitations in the it division s-t strategy  manage and improve it security standardization  focusing on one technology only  expanding market segments develop new products and solutions w-t strategy  optimization of it devices  knowledge management system with the resources that are owned, it is expected to be able manage the project better 78 journal the winners, vol. 20 no. 2, september 2019: 71-83 table 6 mapping of w-o strategy, is/it needs, and is/it support w-o strategic mapping is/it needs is/it support improve the performance of the company's is / it infrastructure to support business processes, including application development  there is a system that supports the company's business processes as a whole, both the process of accepting new projects, receiving service improvements, and implementing the project itself, as well as the process of sharing resources in the project  the existence of a system that can support the improvement of employee competencies and knowledge in implementing projects including online learning. kms (knowledge management system) enlarge the number and scope of the project by developing marketing networks  there is a system that can identify the products and solutions needed by other companies.  there are applications that help increase company sales  company website  crm (customer relationship management) improve excellent service to customers there is an application that can provide input in decision making dss (decision support system) political, economic, social, and technology analysis (pest) can take points from the swot analysis described so that between pest analysis and swot analysis can be interconnected. this pest analysis is an analysis used to identify external environmental factors that affect the business process of ep-tec solutions indonesia so that it can be used as a reference for companies to measure themselves to what extent ep-tec solutions indonesia can keep up with the development of the it industry in indonesia. these factors consist of politics, economics, social, and technology. by evaluating and recognizing external opportunities and threats, the company will be able to develop its vision and mission as the basis for the right strategy to achieve long-term targets. analysis of five forces porters is done to see the competition map that exists in the company’s business and see the extent of the influence of competition between new entrants, substitute products, supplier bargaining power, and bargaining power of customers towards the company’s business continuity. analysis of five forces porters can be seen in figure 5. based on the performance analysis of current is/it ep-tec solutions indonesia on strategic objectives, it is measured by four bsc it perspectives, both through interviews, questionnaires, and data observations. the achievement outcome categories with the weight values that will be used in this evaluation are:  0% 54% : very bad  55% 64% : bad  65% 74% : enough  75% 84% : good  85% 100% : very good in the company contribution perspective, the instrument for measuring % of the project implementation process using applications is by observing data and interviewing. the list of questions asked in the interview is, “how many ep-tec solutions indonesia projects have the implementation process using the application?” from the information obtained, there are 70% of the implementation process using the application. information system strategic …… (andry adrian tirana) 79 bargaining power of suppliers number and size of suppliers uniqueness of each suppliers company`s ability of substitute bargaining power of buyers number of customers customer order size price sensitivity differentation threat of new entrants pt. innovasi sarana grafindo pt. sentuh digital teknologi pt. mandiri artha solusi pt. nusantara t ridaya inovasi threat of substiture products ice board newline maxhub viewsonic rivalry among existing competitors pt. aliansi sakti pt. galva technologies pt. indovisual presentama pt. v2 indonesia figure 5 porter’s five forces in the user orientation perspective, it needs to increase user satisfaction. % level of suitability of application performance to the user’s business needs. measuring instrument % the level of appropriateness of application performance to the user’s business needs, namely by distributing questionnaires. the lists of questions submitted in the questionnaire are: 1) what is your level of satisfaction with the solution provided? a. very satisfied (the solution provided is able to solve all problems in the long term) b. satisfied (the solution given is able to solve the problem you are asking) c. good enough (the solution give n is only able to solve some problems) d. not satisfied (application performance does not meet the user's business needs) 2) how long do you need to access functions in a business application? a. very fast (≤ 3 seconds) b. fast (3-6 seconds) c. slow (7-10 seconds) d. very slow (≥ 11 seconds) 3) how long does it take for the it division to respond and provide a solution to the problem you are asking? a. very fast (≤ 1 day) b. fast (2-3 days) c. slow (4-5 days) d. very slow (≥ 6 days) the information in table 7 shows that the measurement results are the level of suitability of the application’s performance against the user’s business needs, namely: (80% * 0,33) + (80% * 0,33) + (82,5% * 0,33) = 80,83%. in the operational improvement perspective of % level of availability of internal company applications, the instrument for measuring% the level of availability of software in the company is by distributing questionnaires. the list of questions submitted in the questionnaire is: 80 journal the winners, vol. 20 no. 2, september 2019: 71-83 (1) what is the level of availability of internal company applications in supporting business processes? a. very complete (the company has internal applications that support all existing business processes) b. complete (companies have internal applications that support key business processes) c. quite complete (companies only have internal applications that support certain business processes) d. incomplete (the company does not have an internal application) (2) has the company's internal application met your needs? a. very satisfying (≥ 85% of the company's internal applications are very fulfilling all your needs in carrying out daily work) b. fulfill (50% 84% of the company's internal applications meet your overall needs) c. fairly satisfied (26% 49% of the company's internal applications meet some of your needs, but there are still some needs that have not been met) d. not fulfilling (≤ 25% of the company's internal applications do not meet your needs at all) table 7 measurement data level of conformity of application performance to users’ business needs question number answers total a (score 4) b (score 3) c (score 2) d (score 1) 1. 3 6 1 0 23/40 = 80% result no. 1 12 18 2 0 2. 2 8 0 0 32/40 = 80% result no. 2 8 24 0 0 3. 3 7 0 0 33/40 = 82,5% result no. 3 12 21 0 0 table 8 results of measurement of the availability of company internal applications question number answers total a (score 4) b (score 3) c (score 2) d (score 1) 1. 3 6 1 0 23/40 = 80% result no. 1 12 18 2 0 2. 2 8 0 0 32/40 = 80% result no. 2 8 24 0 0 from the information in table 8, it shows that the results of the measurement of the level of availability of the company’s internal applications, namely: (80% * 0,5) + (80% * 0,5) = 80%. according to the future orientation perspective, % improve employee competency in measuring instrument% frequency of employee training, namely data observation and interviews. the list of questions asked in the interview are: (1) what is the frequency level of training held for employees in a year? from the information obtained, it is known that the frequency of training held for employees is around two times a year. so that the measurement results obtained are 50% (table 9). (2) what is the frequency level of the development of a company’s information system? from the information obtained, it is known that the company carries out information system development every year so that the measurement results obtained are 100% (table 9). information system strategic …… (andry adrian tirana) 81 the results of the final achievement of the performance of the it division ep-tec solutions indonesia with 4 bsc it perspectives can be seen in table 10. table 9 results of measurement of the availability of company internal applications strategic measurement strategic target measurement results achievement (%) frequency of employee training 2 times a year 1 time a year 50% (%) the frequency of is development 2 times a year 2 times a year 100% total 150% average 75% table 10 results of achieving the end of the performance of the it division perspective strategic objective measurement results category company contributions contribution of it functions 70% enough average 70% enough orientation increase user satisfaction 80% good develop user capacity 80% good developing cooperative relationships with users 82.5 good average 80,83% good internal process the time period for making a price quote from each sales team 80% good the time period for issuing pos for the procurement of goods and services from procurement to suppliers 80% good average 80% good future orientation actualization between training planning, taking certification 50% very good actualization in the is development 100% very good average 75% good total 317,50 overall average 79,37 good it balanced scorecard analysis is used to evaluate the performance and contribution of it to ep-tec solutions indonesia so that it can provide understanding to businesses regarding it performance and can optimize existing is/it. this evaluation begins by aligning the company’s vision and mission, and strategy with vision; it mission, and strategy. after that, an it strategic map is arranged, which is divided into four perspectives that are then determined by strategic measures, targets to be achieved, and recommendations for initiatives to improve the effectiveness and efficiency of eptec solutions indonesia. the recommendations of bsc it initiatives and is/it support are determined based on conclusions from the final achievement results in the previous sub-chapter, which can be used to improve the performance of the it ep-tec solutions indonesia division. at present, the business strategy that is being focused by pt ep-tec solutions indonesia is how to increase sales by presenting complete and accurate information to customers and improving the company’s internal activities to achieve service excellence. the business strategy recommendations of the si needed by pt ep-tec solutions indonesia are, the first is decision making system, or dss is a web-based application that plays a role in supporting and assisting management in making decisions in certain conditions by providing various alternative solutions. this application aims to increase the effectiveness and support of decisions taken, and overcome limitations and problems in data processing and storage. with this application, companies can simulate financial calculations and recruit prospective employees according to company criteria. this is intended so that top-level management can find out the problems and needs of the most influential companies, and prioritize strategies and steps to be taken. the second is based on the results of the analysis that has been done previously; it is known that ep82 journal the winners, vol. 20 no. 2, september 2019: 71-83 tec solutions indonesia needs to build an application for knowledge sharing. this application aims to improve the company’s knowledge management. with the implementation of kms in ep-tec solutions indonesia, it is expected that the implementation of organizational activities in managing knowledge as a very important asset. in various strategies, there is the distribution of the right knowledge to the right people in a fast time so that they can interact with each other, share knowledge, and apply it in daily work to improve organizational performance. all these problems and needs can certainly be answered and resolved by the existence of kms applications so that this initiative can help in the human resource section in terms of knowledge management; therefore, ep-tec solutions indonesia requires a kms application. the third is customer relationship management (crm). one of the current problems that occur related to customers is the absence of a system that can manage relationships with customers. to create customer satisfaction, ep-tec solutions indonesia must create and process a system to obtain more customers and also has the ability to retain loyal customers. along with current technological developments, especially cloud technology, it is already many other companies that provide crm that has been collaborated with cloud technology or software as a service (saas). given the many benefits obtained from these technologies, therefore, this cloud-crm solution will be able to answer these problems. conclusions based on the analysis, then the mapping of the future application portfolio will be carried out as a whole in pt ep-tec solutions indonesia using the mcfarlan strategic grid analysis. the recommendations for future applications portfolio includes (1) strategic; application recommendations are included in this quadrant, namely kms. the application is planned to facilitate independent learning and the discussion process in the forum. (2) high potential; the recommended applications are included in this quadrant are crm applications to support service quality in facilitating customer complaints, and dss is recommended to support the quality of decisions taken. (3) key operational; the company can apply office applications, company’s shared folder, web-based odoo sales, and office instant messenger application. (4) support; company website, multimedia application, network design application. after obtaining recommendations from the results of the analysis carried out, a schedule for the implementation of the proposed is/it is made. therefore, the planning schedule for the implementation is compiled at pt ep-tec solutions indonesia within the next three years (2019 2021). references al-aboud, f. n. (2011). strategic information systems planning: a brief review. ijcsns international journal of computer science and network security, 11(5), 179–183. retrieved from http://paper.ijcsns.org/07_book/201105/20110526.pdf. babafemi, i. d. (2015). corporate strategy, planning, and performance evaluation: a survey of literature. journal of management policies and practices, 3(1), 43-49. https://doi.org/10.15640/jmpp.v3n1a6. david, f. r. (2011). strategic management concepts: a competitive advantage approach. new jersey: pearson college. information system strategic …… (andry adrian tirana) 83 holt, c., & wolff, t. (2015). the community tool box, a comprehensive tool and a sample of what you will find there: community assessment methods conducting a swot analysis. global journal of community psychology practice, 6(1), 4–7. khani, n., nor, k. m., & bahrami, m. (2011). is/it capability and strategic information system planning (sisp) success. international management review, 7(2), 75–83. o’brein, j. (2006). pengantar sistem informasi: perspektif bisnis dan manajerial (12th ed.). jakarta: salemba empat. peppard, j., & ward, j. (2016). the strategic management of information systems: building a digital strategy. new jersye: wiley. sampurna, a. l., darmawan, a., & nugroho, h. w. (2015). the usage of ward and peppard method in is/it strategic plan compilation in dishubkominfo east lampung. in international conference on information technology and business. lampung, indonesia. pp 205–212. swierk, j., & mulawa, m. (2014). it balanced scorecard as a significant component of competitive and modern company. in management, knowledge, and learning international conference. portoroz, slovenia. pp 821-829. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 15 the winners, 21(1), march 2020, 15-20 doi: 10.21512/tw.v21i1.5878 cyberbullying phenomenon of high school students: an exploratory study in west kalimantan, indonesia william vincent setiawan1*; vernawati eva fitrisna2; fairuz michellianouva3; celly septine mayliza4 1,2,3,4 accounting department, binus graduate program master of accounting, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1william.setiawan@binus.edu; 2vernaismyname@gmail.com; 3fmichellianouva@gmail.com; 4csmcelly@gmail.com received: 13th august 2019/ revised: 21st august 2019/ accepted: 26th august 2019 how to cite: setiawan, w. v., fitrisna, v. e., michellianouva, f., & mayliza, c. s. (2020). cyberbullying phenomenon of high school students: an exploratory study in west kalimantan, indonesia. the winners, 21(1), 15-20. https://doi.org/10.21512/tw.v21i1.5878 abstract cyberbullying became a common occurrence among teenagers in the world today. the aim of research was to explore the cyberbullying experience of high school students in west kalimantan. the research was conducted to identify internet usage and online activities that led to cyberbullying victimization. the methods used a questionnaire collected during june 2019 from 50 students (25 males and 25 females) graded 10 to 12, and used a one-way anova analysis. significant gender differences were found which indicated that boys were more often involved in cyberbullying both as the perpetrator and the victim. students with lower academic achievement tend to be online perpetrators than students with better academic performance. the research investigated how cyber oppression impacts both as a perspective of victimization and persecution, discussing the practice of reporting students to parents, school officials and other adults. parental and teacher supervision as a strategy reduces student involvement in cyberbullying and generates awareness among students. the result implies that schools have an important role in teaching cybersecurity, adding cyberbullying subject in the curriculum, and sharing experiences with students. keywords: cyber bullying, high school students, online activity, cyber victimization i. introduction with the popularity of the internet and the development of communication and information technology, online communication has become one of the most widely used communications among the public. with this change, the social phenomena that have taken place offline have started to change to become online. the trend of cyberbullying has received increasing attention because it leads to serious consequences and increased prevalence. with the prevalence of smartphones and sophisticated internet connectivity, internet usage among middle students is increasing in west kalimantan. in 2017, 18% of the total population of west kalimantan internet access at home and in 2018 accounted for 2,1% dominating 80% for penetration (nabila, 2019). the level of internet use is relatively high among young people. however, relatively few high school students know about cyberbullying (o’keeffe, & clarke-pearson, 2011). when young people have expressed themselves more in social media than in the real world, their security using social media is a serious concern that needs attention now. examples of cases of extortion of a 14-year-old girl on social media by her uncle and because she was socially embarrassed when she refused an application for an illicit relationship (https://www.unicef.org). many high school students face harassment through the internet that is accessible to them. therefore, parents must pay special attention to their children towards cyberbullying when using the internet. the need to educate young people about the potential risks and threats related to cyberspace and how to keep themselves safe, along with the importance of educating teachers, parents and guardians in dealing with and helping to overcome this problem (kritzinger, 2014). the internet has become an integral part of the lives of young people of this millennium. the internet gives us a simpler and easier life. moreover, the internet can be used all over the world gradually and the number of users reaches 4 billion in january 2018 (simon, 2018). social media has also become an influential trend that can create large virtual spaces where people from anywhere are able to connect and 16 the winners, vol. 21 no. 1 march 2020, 15-20 interact with each other without being limited by space and time. the research found that although cybercrime has not received enough attention in the field of research in indonesia, many people have become victims through the internet. victims of cybercrime need to be aware and must be better educated on how to protect and prevent themselves from the evil acts of cyberbullying (kamal et al., 2017). young people must be given training or social study classes related to the mandated law, to understand the adverse effects of piracy and other internet crimes. learning institutions such as universities, schools must involve system administrators and it personnel in annual training in order to understand the technologies have been emerging in this millennial market. cyberbullying has become a common phenomenon that is often discussed about online violence on social media. a research conducted in 2012 has shown that at least 800,000 young people had become victims of online violence on facebook. the number of middle school children experiencing cyberbullying has almost doubled. 49,5% of students report being victims of online bullying. bullied young people can cause mental damage in adulthood and even the worst conditions can cause students to commit suicide because of this. the research focuses on west kalimantan because researchers see areas that are rarely reached or visited by the government because of cost factors. hence many students do not know the adverse effects of cyberbullying. the research can be useful for government and non-government organizations in helping schools and their parents develop a policy framework and find solutions to overcome cyberbullying as a social problem that is developing in indonesia, especially in the west kalimantan region. researchers see that many high school students in west kalimantan who are being bullied cannot do much and only receive inner pressure causing them to detach themselves from fellow friends, so they do not spend time with them. therefore, researchers are encouraged to discuss cyberbullying that occurs in the area of west kalimantan. in addition, li (2007) has found that students with lower academic status tend to become cyberbullies, while ma (2016) have pointed out an argument that these students tend to be victims. the importance of having a thorough understanding of risk factors in informing cyberbullying prevention and intervention strategies. global research gave rise to the paradigm that cyberbullying has been proven to be a universal invasion that harbored high school students and above. i-safe (http://isafe.org/) has reported a survey of 1400 students ranging in age from 10 to 18 years, 48% of whom have been intimidated online. more research works on cyberbullying of school children have also been conducted in the united states. the southeast and northwestern united states have been surveyed using questionnaires and some standard questions. previous research on cyberbullying found a relationship that influenced the likelihood of one being perceived social support. support from the surrounding environment is a personal need that is important and felt useful to describe one’s perception of social availability and provision. it is known that social support from families has a large impact in preventing involvement in cyberbullying (fanti, demetriou & hawa, 2012). quoted from leandha (2016), in april 2016 a number of high school students in medan with the initials sd claimed to be arman depari’s children dismissed on jalan sudirman by the police. the field crew media recorded elementary school actions during the incident. furthermore, the incident was widely discussed online and elementary on the bullied on his social media accounts. the case is rife in the middle of 2016 by indonesians. according to hinduja (2015) the term cyberbullying refers to several requirements. first, technology is the main environment in which actions occur, technology here refers to tools to help communicate with one another and share information such as computers, cellphones, tablets or other electronic devices. second, the frequency of high action or can be said to be repeated and finally is the involvement that can harm fellow human beings. cyberbullying involves two groups, the perpetrators and the victims. there are many ways to express these two groups, but researchers choose to use cyberbullies to represent perpetrators and cyber victims to represent victims. cyberbully is someone who intentionally and repeatedly harms others with technology such as negative comments on social media, spreading hoaxes through computers or mobile phones, while cyber victims are individuals who receive repeated dangerous behaviors while using social media technology. indonesian parents realize that cyberbullying is an ongoing phenomenon (91%), they feel that special attention is needed from each parent or guardian and school (89%), and they know children in their communities who have experienced cyberbullying (53%). however research does not connect much in indonesia (safaria, 2016). today many consumers are smart yet greedy with electronic media, it is not surprising that some people who want to tempt, harass or bully other people using electronic media they know. cyberbullying consideration as one of the main focus of this research is important as it affects the psychological well-being of secondary school students for the next level, namely at the university. in connection with the perpetrators of cyberbullying, safaria (2016)s found that the perpetrators of cyber bullying come from harmonious families. there is little research on cyberbullying in indonesia published in several journals, and to our knowledge no research has been conducted on online bullying of high school students in west kalimantan. this study explores the causes of cyberbullying and the psychological effects on students in west kalimantan. ii. methods data for the research are collected through a survey among high school students from the west 17cyberbullying phenomenon of high ..... (william vincent setiawan, et al.) kalimantan area. the structure of the questionnaire and questions have been adjusted for middle school students. participants are not identified to ensure that the response was anonymous. the structure of the questionnaire includes four domains: 1) participant demographic information, 2) witnesses to cyberbullying incidents, 3) cyberbullying experiences and cyber victims from perpetrators and victims, 4) opinions and suggestions regarding cyberbullying. data on cyberbullying had been being collected during june 2019 from 50 students (25 male and 25 female) in grade 10, 11 and 12. respondents’ age is between 15 years to 18 years. the relationship between differences in academic achievement and the experience of cyberbullying participants is examined using a one-way anova analysis. the instrument consists of cyberbully and cyber victim. respondents ought to choose never, once, twice, a lot, every day on each question. the summary scale is used to decide whether the respondent is cyberbully or cyber victim. iii. results and discussions the results of the questionnaire from secondary school students in west kalimantan are shown in table 1 which illustrates the age range and frequency of respondents of middle school students spending time using mobile phones and the internet. 44 out of 50 respondents (85%) indicates that students use the internet more at home, while 6 out of 50 respondents (14%) indicates that they do not use the internet. students in grade 11 and 12 tend to spend more time browsing the internet than grade 10 students. their most favorite activities when they have cellphones and internet are to communicate with friends, surf to find new things, play online games, and open social networks such as facebook, instagram, twitter and pinterest. table 1 age of respondent grades age frequency percentage 10 15-16 6 14,65% 11 16-17 15 27,87% 12 17-18 29 57,48% total 50 100% the most widely used electronic devices by high school students are cellphones with camera features (59%) and cellphones with internet capabilities (21%). only a few students use computers with email and browse related school lessons (10,54%), tablet devices with internet capabilities (7%), and digital cameras (3%). figure 1 illustrates the device mostly used by middle school students. cyberbullying is invoked by the perpetrators through social media such as news, instagram, facebook, twitter. there are photos, images, personal information, and victims’ videos that can be explored by cellphone, and then, posted on the internet. this trend has resulted in a growing number of children who have just turned 16 already owning digital devices. table 2 cyberbullying from three groups of academic achievement cyberbullying experience above average n = 20 average n = 20 below average n = 10 f mean sd mean sd mean sd cyberbullies 1,02 0,10 1,08 0,19 1,06 0,15 3,50* cyber victims 1,10 0,20 1,14 0,32 1,12 0,23 2,78 note: *p<0,05 figure 1 most used devices by high school students in west kalimantan 18 the winners, vol. 21 no. 1 march 2020, 15-20 the relationship between academic achievement and the experience of cyberbullying respondents is examined using a one-way anova analysis. to see the academic records of each respondent, researchers asked respondents to fill in academic achievement data only through the reports provided. students report their academic achievement on three points scale (1 = “above average”, 2 = “average”, 3 = “below average”). as seen in table 2, no significant difference is found between the three groups of academic achievement (f = 3,50; p <0,05). the results show that students with lower academic achievement tend to be online perpetrators. therefore, low academic performance allows potential risk factors to be involved in cyberbullying as a perpetrator. this research investigates the reaction of high school students in dealing with the phenomenon of cyberbullying and found half of school students (58%) feels disappointed and (32%) other respondents consider that either the government or the institution is unable to solve this cyberbullying problem. when asked about this, respondents report that cyberbullying is a serious problem in this millennium era and needs to be stopped. cyberbullying is considered terrible and ruthless as it makes young people intimidated and unable to do anything. figure 2 the phenomenon of cyberbullying victims inside and outside schools in west kalimantan figure 2 shows victims of cyberbullying in school and outside of school respondents grade 10 to 12,66% of respondents report that they have been cyberbullied outside or inside school, another 40% of victims report that they often got cyberbullied, 32% of victims reported that they had been cyberbullied twice outside or inside the school, 35% of respondents claim that they have never been cyberbullied or only once inside or outside school. respondents are asked about what they did when they got cyberbullied. most victims said that they tell their friends, their parents, and sign out from all social media to stay away from cyberbullying. only a small proportion of respondents will notify the teacher or guardian of the school. this proves that school students do not want to share incidents of this kind with any school member, they tend to share cyberbullying incidents with their family and close relatives. 24% of victims has a view that telling a friend of the cyberbully incident may improve the situation, 13% of the victims never tells anyone and there is 8% of victims who make things worse and regret it after telling a friend about the cyberbullying they experience. figure 3 the phenomenon of cyber perpetration inside and outside schools in west kalimantan figure 3 expresses cyberbullying perpetrators that occur inside and outside the school. 66% of respondents state that they have done cyberbullying, 36% of respondents report that they often do cyberbullying to peers in school. when they are asked about the frequency of doing cyberbully, 26% of respondents claim to have done it at least twice a day. the higher the level of cyberbullying can be analyzed that men often become perpetrators in terms of cyberbully with fellow friends at school than female students. school students do it as a pleasure or defense mechanism. some of them do it as a result of having such hard problems in the family. when doing cyberbullying, these students do not know the consequences. it is possible that their victims will be traumatized. most cyberbullying perpetrators are only for momentary pleasure. they have no idea that it causes a mental impact on a student, causing them to be apathetic going to school, as well as afraid to use the internet. the physical condition of students can also be disrupted, making them reluctant to make friends with others. school students in grade 10, 11 and 12 are not aware of the danger and the presence of cybersecurity. it is seen from a survey that most students are bullied by either classmates or negative comments on the internet. this raises enormous urgency so that every student is aware of cyber safety among online users. there are some students who learn about cybersecurity from their friends, siblings, teachers or guardians at school. surveys prove that the school curriculum allows students learn about cyberbullying. schools and parents have important roles in educating their children to cybersecurity by developing their own internal control technology policies. for instance, 19cyberbullying phenomenon of high ..... (william vincent setiawan, et al.) schools may add topics regarding cyberbullying to the curriculum, have regular discussions on certain days and share experiences with each student. posters, pamphlets can be distributed or posted around the school or home. these programs must all be assisted by parents to gain children’s awareness about responding to cyber harassment. national cybersecurity awareness initiatives can be taken to increase and monitor the awareness of every secondary school student. some other researchers point out that the difference in the definition of cyberbullying is used due to several instruments such as assessment, age range of participants and the response time of participants (kowalski, limber & agatston, 2012). von marees and petermann (2012) argues that involvement in cyberbullying itself are the perpetrators or victims with the age range from 10 to 16 years. more than half (54%) of students report that the perpetrators of cyberbullying are their classmates. these findings provide support for existing studies related to cyberbullying in the current millennium era. the proportion of classmates who act as actors becomes interesting and gets special attention from each institution and parents in the prevention and intervention of their children. the frequency of students accessing the internet can be considered the main factor in cyberbullying. students who access the internet more often will see positive and negative comments generated. the perpetrators of cyberbullying are those who give quite a lot of negative comments in their friends’ posts causing the victims intimidated and stressed. middle school students may be adults, but their nature is not necessarily mature and wise in making decisions. hence they still requires supervision from parents in using the internet. results from previous studies say that teenagers who spend more time in a day with cellphones and access the internet may be involved in cyberbullying as perpetrators or victims (mishna et al., 2012; navarro et al., 2013; wolak, mitchell & finkelhor, 2007). researcher analyze that internet access via cellphone or a computer is considered to increase the risk of middle school students being involved in cyberbullying. young people are more likely to be involved in cyberbullying in a space that is not supervised by teachers and parents. in addition, when students often involve themselves in messaging such as whatsapp, line, instagram, it is more likely that they are involved in cyberbullying. in the united states, social networking sites and chat rooms have functioned as fertile ground for cyber oppression (mesch, 2009). this number will continue to increase since new technologies keep emerging every year. iv. conclusions teenagers are participants who are directly involved in cyberbullying. for instance, a 15-yearold student can be bullied by his friend. prevention and intervention efforts must be in place to help them understand cyberbullying. the main motive of cyberbullying is to have fun as perpetrators may get bored with the current situation. researchers view that high school students have little awareness about the prevalence of their crime. otherwise they will surely know the negative effect of their behavior. some of middle school students in west kalimantan are unaware of cyberbullying, due to lack of resources, publications or the government’s influence about overcoming cyberbullying in the perspective of west kalimantan. parents ought to start figuring out the way to educate their children about the negative consequences of their online activities. parental support is essential in terms of cyber victimization. they must be able to recognize the signs of cyberbullying and what must be done, suspected and monitored when they start to indicate the signs of cyberbullying. the research has several limitations as well. first, sample selection may be too narrow for only 12th grade students, and data collection areas are also limited. second, the research only focuses on the perpetrators and victims of cyberbullying. in the future, the findings of this study can hopefully help the west kalimantan government or organization be able to construct policies in overcoming cyberbullying. the research investigates the relationship between the behavior of perpetrators and victims of cyberbullying that occurs in middle high school students in west kalimantan. the results show that cyberbullying behavior has a psychologically significant effects to the victims’ behavior. social support from family friends and the use of the internet are decisive in cyberbullying behavior. the influence of school friends is the strongest determinant associated with cyberbullying. teenagers having such minimum social support from school friends are more vulnerable to be easily affected by cyberbullying than those who have abundant social support. in terms of culture, there are no significant differences discussed in this research. most of the cyberbullying occurs among classmates, where the victims explain how to find out the perpetrators who tortured them. bullying is closely related to school students, so prevention programs must cover both offline and online dimensions. parents, teachers and community protection agencies should be encouraged to discuss both advantage and disadvantage of the internet in order to build trust in risky online behavior and the consequences of cyberbullying. acknowledgements the researcher would like to thank 50 high school students in santu petrus pontianak and the west kalimantan education center for providing a good opportunity to be surveyed, as well as the time provided to researchers. 20 the winners, vol. 21 no. 1 march 2020, 15-20 references fanti, k. a., demetriou, a. g. and hawa, v. v (2012) a longitudinal study of cyberbullying: examining riskand protective factors. european journal of developmental psychology, 9(2), 168-181. https:// doi.org/10.1080/17405629.2011.643169. hinduja, s. & patchin, j. w. (2015). bullying beyond the schoolyard: preventing and responding to cyberbullying (2nd ed.). thousand oaks, ca: sage publications. kamal, m. m., chowdhury, i. a., haque, n., chowdhury, m. i. and islam, m. n. (2017). nature of cyber crime and its impacts on young people: a case from bangladesh. asian social science, 8(5), 171-183. http://dx.doi.org/10.5539/ass.v8n15p171. kowalski, r. m., limber, s. p. and agatston, p. w. (2012). cyberbullying: bullying in the digital age (2nd ed.). wiley blackwell, pp. 2003-2004. kritzinger, e. (2014). online safety in south africa a cause for growing concern. information security for south africa (issa). https://doi.org/10.1109/ issa.2014.6950502. leandha, m. (2016). distop saat konvoi usai un, siswi sma marahi polisi dan mengaku anak jenderal, kompas. retrieved from https://regional.kompas.com/ read/2016/04/07/09141091/distop.saat.konvoi. usai.un.siswi.smamarahi.polisi.dan.mengaku. anak.jenderal. li, q. (2007). new bottle but old wine: a research of cyberbullying in schools. computers in human behaviour, 23, 1777-1791. https://doi.org/10.1016/j. chb.2005.10.005. ma, x. (2016). bullying and being bullied: to what extent are bullies also victims ?. american educational research journal, 38(2), 351-370. https://doi. org/10.3102/00028312038002351 mesch, g. s. (2009). parental mediation, online activities, and cyberbullying. cyber psychology and behaviour, 12(4), 387-393. https://doi.org/10.1089/ cpb.2009.0068. mishna, f., khoury-kassabri, m., gadalla, t. and daciuk, j. (2012). risk factors for involvement in cyber bullying: victims, bullies and bully–victims. children and youth services review, 34(1), 63-70. https://doi.org/10.1016/j.childyouth.2011.08.032. nabila, m. (2019). survei apjii: pengguna internet di indonesia capai 171,17 juta sepanjang 2018. daily social. available at https://dailysocial.id/post/ pengguna-internet-indonesia-2018/. navarro, r., serna, c., martinez, v., and ruiz, r.. (2013). the role of internet use and parental mediation on cyberbullying victimization among spanish children from rural public schools. european journal of psychology of education, 28(3), 725-745. https:// doi.org/10.1007/s10212-012-0137-2. o’keeffe, g. s., & clarke-pearson, k. (2011). clinical report — the impact of social media on children, adolescents, and families. pediatrics, 127(4), 800805. https://doi.org/10.1542/peds.2011-0054. safaria, t. (2016). prevalence and impact of cyberbullying in a sample of indonesian junior high school. the turkish online journal of educational technology, 15(1), 82-91. von marees, n. & petermann, f. (2012). cyberbullying: an increasing challenge for schools. school psychology international, 33(5), 467-476. https:// doi.org/10.1177/0143034312445241. wolak, j., mitchell, k. j. and finkelhor, d. (2007). does online harassment constitute bullying? an exploration of online harassment by known peers and online-only contacts. journal of adolescent health, 41(6), s51-s58. https://doi.org/10.1016/j. jadohealth.2007.08.019. the challenges of student …… (william vincent setiawan, et al.) 61 the challenges of student in indonesia after college graduates with career choice start: evidence from ten private universities in jakarta william vincent setiawan1; andi marlin fattah2; angga puspitaningrum3 1,2,3accounting department, binus graduate program master of accounting, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1william.setiawan@binus.edu; 2marlin.fattah@gmail.com; 3anggapuspita16@gmail.com abstract this research examined the problem of graduates’ and students’ who began entering the workforce in which they have creative potential during college and could be combined university studies with activities in the world of work. a qualitative approach was used in terms of testing how students get a job in the labor market. data analysis method used semi-structured interviews to 50 graduates in 10 private universities in jakarta. this research focused on gender aspects that challenge graduates. this research finds that student while working is more dominant among women than men, where many companies in indonesia are more looking for female workers. the labor market must be balanced with the number of graduates in indonesia so that human resources can be used to the fullest; there is no unemployment and improve poverty rates in the country. most male and female graduates have worked after graduating and getting jobs according to their field of expertise. there are students who pursue their master’s programs to support their careers and as employees in indonesian companies. keywords: student job challenge, graduated students, career choice introduction in the millennial world, products and labor markets are growing rapidly. only a few businesses or people can keep up with today's world competition. the young people have creative ideas that lead to a competitive advantage for themselves and their impact on the company or society. there are young people who continue their business from their parents or who are looking for work in companies that need talent that is obtained when studying at a university. there are some students who face challenges in the form of jobs that do not match their educational background, gender, or age. many considerations from the company are obtained from the objective and subjective side. the best college graduates do not necessarily guarantee that graduates will find jobs easily, on the other hand, where the recruitment system from the company sees other aspects of the psychological test, the results of selection with other users and evaluations. the requirements that are quite strict by the company are made so as not to spend time and money to bring a young specialist directly into the company that does not know yet the flow of activities that he/she must do. today’s companies are more stringent in finding or hiring employees who are suitable in their fields because managers do not want to hire employees only with high gpa values, but talents possessed outside of academics. in addition, the career of millennial graduates in this modern era is more hopeful of opening their own business than working in a company. most graduates only expect high salaries compared to the ability to deal with problems that occur directly in the labor market and challenges that students and graduates cannot solve. universities must be able to improve the ability and competitiveness of each student so that they have stock in the workforce and the technological targets achieved when entering the labor market. it is suggested that effective human resources can be seen mailto:william.setiawan@binus.edu mailto:marlin.fattah@gmail.com mailto:anggapuspita16@gmail.com 62 journal the winners, vol. 20 no. 2, september 2019: 61-70 where students and graduates have a steady professional career in their field and can face battles with increasingly talented talents and also provide significant added value for students and graduates. one of the problems faced the by newly indonesian graduate students is sometimes they are lazy looking for work because they just graduated from school. they still want to relax and enjoy their free time. students fill their time with some activities they like, which they have not had time to pursue while studying, such as traveling to other countries, meeting new people, and taking a language course they like. interaction and meeting new people will help students get to know the outside culture and can foster an appreciative and tolerant attitude within themselves. the gap in this research is that new indonesian postgraduate students need to improve their abilities and learn new things in higher education so they can compete in the labor market. the purpose of this research is to see how many indonesian students have been accepted to work in the company after graduating from college, and how the views of students start their professional careers with their competitive advantages. according to some results of the research, the researchers try to conclude on the methods used by graduates in finding jobs in fields that they have taken in college because they have some relevance in the midst of labor market complexity (vinogradova et al.). in addition to continental europe, company management often refuses to hire new graduates because it is considered an obstacle in the information. they had an unpleasant experience in the past when management hired newly graduated people to work with them, as well as having a source of disbelief in their business human power of new graduates (hart & barratt, 2009). however, on the positive side, it can be seen that in indonesia startup companies prefer employing new students and graduates in their companies because they have more creative ideas and are more open-minded in everything, are fast adapted and flexible in doing work. according to research at the higher education statistics agency, in recent years, almost 70% of graduates have found employment less than six months after graduation (hesa, 2015). in addition, graduates and students’ studies and universities will have an impact on their future professions, and that choice will affect in getting jobs in the labor market according to their chosen field of study. for example companies in moscow, samara, st. petersburg sees that almost half of the graduates (52%) do not work in accordance with their majors on the grounds that the wages generated are quite low (29%), then from weak demand for the field of graduate experts (15%), small for the attractiveness of the specialist alone (4%) (samsonova, 2015). today’s economy in indonesia is increasingly difficult to employ graduates in the labor market. management wants new young graduates to be employed to be able to make logical decisions, contribute initiatives, and innovative ideas that can be applied in their company. men and women may have different values and expectations in the career planning stage of their lives, given gender-specific roles. gender disparities have been observed in primary choices in tertiary institutions and employment choices (perna, 2004; zhang, 2008). first, women make an educational decision and work based on cost-effective calculations that are aimed at their goals (diekman et al., 2010; rhoton, 2011; xu, 2015). second, women’s education and career decision making are strongly influenced by social and structural factors (rhoton, 2011; rosser & taylor, 2009). on this side, it can be seen that educational attainment seems to have a stronger influence on female graduates related to job search regardless of social factors when compared to male graduates. there are students that at the beginning of entering college follow their friends in taking the field of interest or those who only follow the choices that are in great demand or areas that are much in demand in the labor market. the students who do not choose jobs according to their talents or areas they will be seen when they start their careers in the future. they will get difficulty in the labor market due to a lack of relevant experience and nonexistent talent, they only graduate from private universities. many graduates` works, they are not in accordance with their educational background so that the efficiency of new graduates is hampered by the development of talent. the university must be a systematic link in this process, equipping students with talents that can be used in the labor market. universities are forced not only to be strong in leadership in the existing research, academic, and educational sectors but they must be equipped with integrated infrastructure and technology to enable an increase in the percentage of the challenges of student …… (william vincent setiawan, et al.) 63 students employed in their main fields (bakhtina et al., 2015; vinogradova et al., 2014). professional training in indonesia needs to be improved in view of the increase in student graduates employed. students and graduates must be able to understand the basics of time management. managers, in terms of responding to young human resources in the company, have experienced improvements, both experienced specialists and young people who have just entered the labor market. they are expected to have talent or creativity in terms of starting new projects and producing innovative ideas. students and graduates to be able to work as part of a team, able to communicate efficiently both in the team and fellow colleagues, are highly valued. good communication has been considered as a verbal interaction of people in terms of coordinating work in their company (kurbakova, 2013). graduates tend to display their original talents or thoughts while still in college. every field of professional activity in modern-day of college graduates has special features, where a number of regular patterns are encountered by young specialists when they aim to realize their creative potential as efficiently as possible (shcherbakova, 2014). management from various levels and companies look at the problem and find a solution differently. in this case, the development of a multi-variant model is needed for students and graduate work based on the data obtained. to make it happen, a series of experiments are carried out; the data obtained are analyzed according to current trends and modifications based on the research found. in the future, students and college graduates can use to develop innovative and creative talents and models. methods in looking at the nature of the problem the company employs college students and graduates, the descriptive method is applied. the analysis of the study group and the gender of their members in terms of hiring employees during the period is conducted. descriptive methods are needed to obtain comprehensive information about a phenomenon or event (saunders & thornhill, 2016). methods of surveying, observation, interviews, and questionnaires are sociological methods used to identify attitudes of social phenomena related to work, careers, and changes in their status. the empirical base of this research is about students’ work in their early careers after graduating from college that is consisting of 50 graduates in 10 private universities in jakarta. the first group consists of 26 people (2017 graduates) that are included 13 male and 13 female graduates. the second group consists of 24 people (2018 graduates) that are included 12 male and 12 female graduates. the age of the informants is 22 to 24 years old. the participants are bachelor degree students, and the students who are looking for work or have worked. ten universities have involved in this research, such as tarumanagara university, trisaksi university, mercu buana university, and seven other private universities in jakarta that graduate in 2017 and 2018. the researchers conduct the interviews and assessments for each individual at different times of the month. the interview process uses phone call and transcribed so that it can help the researchers make conclusions and research. during the time of preparation and meeting the interviewer, it takes around one and a half months. in terms of gender, the researchers focus on taking each female and male panelist equally in order to be able to answer this research. results and discussions from the results of interviews of each student and graduate is presented in table 1. it has been shown that for the first group, 40,50% of male graduates are still trying to find work, 22,65% have worked in companies or continued parent business, and 36,85 % of male graduates work according to the field of interest they like. for the first group of women, graduates have found that 85,77% of women 64 journal the winners, vol. 20 no. 2, september 2019: 61-70 do not seek work again but have worked in the company, 67,92% of female students have worked, and 17,85% have worked according to the method taken during college (table 2). table 1 male graduate in the first group employment of the students frequency percentage plan get a job 6 40,50% worked 4 22,65% worked in their fields 3 36,85% sources: data processed (2019) table 2 female graduate in the first group employment of the students frequency percentage plan get a job 2 14,23% worked 8 67,92% worked in their fields 3 17,85% sources: data processed (2019) for the second group, the researchers ask more about why male graduates do not want to work, and several graduates reveal that they work while studying at the master study program. from table 3, it shows 32,20% of male graduates are not involved in work, 37,47% graduates have worked, and 25,65% of male graduates work according to their interests and majors taken during lectures, and there are 4,68% of male graduates work while studying master program on weekends or at night after returning home. in table 4, female graduates who are not involved in any work more than 5,70%, almost all women interviewed (61,21% ) already have jobs, while 18,65% of female graduates work in their fields, and there are women who are working and studying (14,44%) because they decide to pursue a master’s program. from these tables, it shows that almost female graduates get jobs faster, and men work more in accordance with their specialties or fields of interest. men and women still work in areas that are relevant to their studies, and some are pursuing master’s programs while working. likewise, nadia tio, a graduate of 2017, feels that work gives a better responsibility and makes her being more disciplined. table 3 male graduate in the second group employment of the students frequency percentage not involved in work 3 32,20% worked 4 37,47% worked in their fields 3 25,65% worked and studied 2 4,68% sources: data processed (2019) table 4 female graduate in the second group employment of the students frequency percentage not involved in work 1 5,70% worked 5 61,21% worked in their fields 3 18,65% worked and studied 3 14,44% sources: data processed (2019) the challenges of student …… (william vincent setiawan, et al.) 65 the results of the descriptive analysis can be seen in table 5 and table 6. this measurement is obtained from the interview results of all male and female graduates from each university in jakarta. table 5 graduates’ dynamics (student workforce) from the first group interviewed based on the survey results job of graduates and students man (%) female (%) plan get a job 40,5 14,23 worked 22,65 67,92 worked in their fields 36,85 17,85 sources: data processed (2019) table 6 graduates’ dynamics (student workforce) from the two groups interviewed based on survey results job of graduates and students man (%) female (%) not involved in work 32,2 5,7 worked 37,47 61,21 worked in their fields 25,65 18,65 worked and studied 4,68 14,44 sources: data processed (2019) it is seen during the research that graduates and students have more intentions to work than just staying at home without doing any activities, and it can be seen that the interest of female graduates to work more significantly in table 5. this is evidenced by the number of female students and graduates in getting jobs who are more easy because employment requires more female workers than a man if it is seen from the world of work in modern of indonesia now on. it can be seen from table 5 and table 6 that male graduates are more likely to have difficulty in getting jobs, and most of the jobs offered are sales. female graduates are judged by company management as more qualified and have more experience than male groups. with a level of experience or specialization, it makes women more quickly accepted in the company they want. the response experienced by a man interviewed from tarumanagara university in jakarta has stated that most of the offered work for men to be a salesman or admin to help in archiving data. male graduates, however, still try to get a job from the job expo or employment websites such as jobstreet, jobsdb, and others. female graduates usually start their professional careers sometimes through acquaintances and friends who work in a certain company, or they find relevant work in their fields of expertise while still in college. at the research stage for the second group, it is seen that most male and female graduates find jobs that are appropriate and relevant to the major in college (63% and 79%). this ensures students before taking majors, it must be in accordance with career choices and interests that are preferred, because if students have chosen the wrong direction at the university, in the future, they will find it difficult to determine jobs that are suitable in their field of work. increased employment and demand for employment require workers to be more innovative and able to provide value or a positive impact on the company, given that companies are more selective in finding employees in the labor market. before students graduate from college, they usually have started looking for jobs based on their interest or desired career. there is awareness for job seekers that always want to find information or knowledge obtained from other companies that are looking for employees. when graduates have interests or things they are engaged in, they will mentally understand the advantages and disadvantages of their careers before being involved. they will decide whether to accept or reject the career; in this 66 journal the winners, vol. 20 no. 2, september 2019: 61-70 case, it involves the decision-making process of each new indonesian graduate student. this clearly shows that their career choices will influence the talent and knowledge possessed by college time and preferred interests. the graduates who have an interest in skills careers will show better judgment. this finding supports previous researches that have said the interest in influencing career choices in terms of goals and self-confidence (bonitz, larson, & armstrong, 2010) and lack of interest in careers would lead to poor career preferences for that field (soethout, ten cate, & van der wal, 2008). these findings indicate that the interests or fields favored by graduates influence them in terms of choosing to work in the labor market. analysis of data related to male graduates who are unemployed is generally because they are lazy, and indeed there is no intention to work. unemployed people like to play games mobile legends, pubg, and take part in the current race. it should be noted that almost 67% of male graduates use their time to relax at home by playing games rather than pursuing their careers or enrolling in their master’s programs after graduating from college. analysis for graduates and students in the first group in more men who work in accordance with their specialization than women. it means that male respondents prefer fields that are owned or desirable compared to only working according to the demands of company management, that 36,85% of male graduates have worked according to their specialties and started their professional careers (table 5). for the first group of their undergraduate years, graduates and students in 2017, 90% of them have been employed with 54% of them choosing relevant jobs according to their majors. the facts prove that the motivation of students to work after they graduate is quite high, where it is expected that the number of jobs available to new graduates and students. most students after graduation will certainly immediately find work rather than unemployed at home. as for some graduates who apply to the master’s program and continue their studies and work are 19,12%. this proves that graduates are willing to build careers and develop themselves more diligently in order to be able to face global competition in this modern era. male graduates are more likely to be lazy to find work, so most only rely on their talents or the specialization they pursue. before graduating, female graduates have started applying at several leading companies, thus providing greater opportunities for them to work quickly and have a positive impact on them. in addition, a comparative analysis makes tendency by graduates in both groups to identify a local trend that female students/graduates can adapt more quickly, and get jobs easier in the labor market. women start their professional careers faster after becoming graduates at universities if it is compared is to men. this pattern allows students and graduates to enter the job market with success by finding work according to their field of expertise or at the request of company management. graduates of women who take lectures while working are fairly severe consequences where the time will be consumed at the office. this is confirmed by the workers who work at the pwc, the 2017 graduate students. he/she has said, “i don’t think i have time to read the material given by the lecturer before the lecture begins.” similarly, workers as tax accountants at hero supermarket, the graduates of 2017, and this is his first job. he has assumed that reading can reduce the effective time of work, and he always falls asleep while trying to read. with the commitment of him who prefers work, then reading related to studies tends to be ignored. undergraduate studies demand critical reflection (egege & kutlieleh 2004), and if the period for this action is consumed by work, the value achieved is expected to be lower. careers in the second group appear to be more inclined towards women who work while pursuing master’s program studies at the university, driven by several factors including the demands of companies that want employees graduated from higher education, a global demand in a more competitive world. as a result, 4,68% of male graduates work while studying, and 14,44% of female graduates and the work of each of their graduates work according to their expertise, and educational background was taken in the master’s program. when working while in college, they are better able to adapt to the culture in the company and are managed, given theories or lecture materials that are able to support themselves more valuable. emphasis is placed on making temporary work internships for future the challenges of student …… (william vincent setiawan, et al.) 67 specialists and permanent employment for graduates (zaugolnikov, 2013). the current local trend proves that graduates will immediately look for work after being declared graduated or there is an internship at college and continue working at the company. as at bina nusantara university, an employee who works in blibli has stated that there is a 3 + 1 program; a year training to work in the company, where the company is blibli and after graduating, he continues his career in blibli as an it developer software. this proves that the department chosen by students needs to be considered before starting the lecture. the emphasizing of work skills, competencies, and talents become the competitive advantages that graduates and students can use. the graduates who work while in college may have a purpose to pursue their careers in the company so they can be promoted. the graduates help in finding trends; university support and encouragement in providing and teaching students related to the labor market is very necessary so that they can be used in the world of work in the future. the involvement of more active lecturers is needed for the use of student technology and the development of their talents or specialties. conclusions creative potential and innovative ideas possessed by graduates and students sometimes have not been used to the maximum extent possible. the biggest problem is the lack of jobs where companies are more demanding of talent possessed by graduates that can be applied as well as educational backgrounds that are suitable for their jobs. according to this research, the key to mitigating university graduates so that all gender can work is by educating the human resources management and the opening of a labor market for all people in indonesia. the dynamics of the entry of graduates into the labor market changes over time because it is influenced by situations in the current economic complexity. seen from the first group, there are still male graduates who still have not got a job in their careers in the undergraduate year. in the second group, it is seen that graduates and students are more aware and understanding of the labor market in their year and launch their careers, some even multitasking, which combines study and work. this research finds the changes in the dynamics and views of graduates who are faced with the challenge of finding work after graduating from college, where many of the graduates want to find work according to their field of expertise. students and graduates in the first and second groups have identified that there is more female gender have worked in companies than unemployed, female graduates get relevant jobs, and possessed expertise as their priority in the labor market. the main changes are clearly seen in graduates and students as they enter the profession from graduation to being a worker in an indonesian company. they look wiser, able to manage time, discipline, and career planning is more focused and thoughtful. besides that, the graduates have more goal-oriented because they become aware of the desired global market, increasing preferences regarding students when they find their first job. the researchers would like to express their gratitude to graduates and students who have provided complete information and opportunities to produce this research in such a way. overall, the results of the research have provided new insights regarding career choices in indonesia. in particular, this research reveals that the abilities or talents possessed by students, the gender of students, career interests significantly influence graduate career choices in indonesia. it is expected that companies in recruiting employees carried out by human resources management not only look at grades, or majors in college, but look at the abilities, knowledge, and interests of each recruit to be able to identify and adapt to career and company performance. the results and discussion of this research must be considered given its limitations to inform the direction for future research. first, this research is an initial investigation into the career development of new graduate students in indonesia in finding 68 journal the winners, vol. 20 no. 2, september 2019: 61-70 employment in the labor market. second, this research sees that most workers are dominated by women in indonesian companies, so men work more in the field like sales, marketing, shop admins, and so on. although the position of variables in this research is supported by literature, further research is needed to examine the relationship of variables cross-sectionally so that causal relationships can be established. further research can also add other research variables to cover a wider aspect of behavioral data, and it is recommended to test variables that have a more dominant on the perspective of student influence on factors related to a career choice in indonesia. references bakhtina, o.y., kirillov, a.v., matyash, s.a., urzha, o. a. 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(2009). the employment of graduates within small and medium sized firms in england. people, place, and policy. retrieved from http://www.extra.shu.ac.uk/ppponline/the-employment-of-graduates-within-small-and-medium-sized-firms-in-england/. kurbakova, s. n. (2013). verbal organization of social interaction. uchenye zapiski rgsu, 3(116), 1017. https://dergipark.org.tr/download/article-file/367230. perna, l. w. (2004). understanding the decision to enroll in graduate school: sex and racial/ethnic group differences. the journal of higher education, 75, 487–527. retrieved from http://repository.upenn.edu/gse_pubs/15. rhoton, l. a. (2011). distancing as a gendered barrier: understanding women scientists’ gender practices. gender and society, 25(6), 696–716. https://doi.org/10.1177/0891243211422717. rosser, s. v., & taylor, m. z. (2009). why are we still worried about women in science? academe, 95, 7–10. retrieved from https://eric.ed.gov/?id=ej850011. samsonova, a. n. (2015). employment of university graduates. retrieved from http://www.examen.ru/main2/news_and_articles/news/trudoustroistvo-vipusknikov-vuzov. saunders, m., lewis, p., & thornhill, a. (2006). research methods for business students. essex: pearson education limited. retrieved from https://eclass.hmu.gr/modules/document/file.php/dlh105/research%20methods%20for%2 0business%20students%2c%205th%20edition.pdf. http://dx.doi.org/10.5539/ies.v8n5p179 https://doi.org/10.1177%2f0956797610377342 https://eric.ed.gov/?id=ej903810 http://www.extra.shu.ac.uk/ppp-online/the-employment-of-graduates-within-small-and-medium-sized-firms-in-england/ http://www.extra.shu.ac.uk/ppp-online/the-employment-of-graduates-within-small-and-medium-sized-firms-in-england/ https://dergipark.org.tr/download/article-file/367230 http://repository.upenn.edu/gse_pubs/15 https://doi.org/10.1177%2f0891243211422717 https://eric.ed.gov/?id=ej850011 http://www.examen.ru/main2/news_and_articles/news/trudoustroistvo-vipusknikov-vuzov https://eclass.hmu.gr/modules/document/file.php/dlh105/research%20methods%20for%20business%20students%2c%205th%20edition.pdf https://eclass.hmu.gr/modules/document/file.php/dlh105/research%20methods%20for%20business%20students%2c%205th%20edition.pdf the challenges of student …… (william vincent setiawan, et al.) 69 shcherbakova, a. i. (2014). philosophical understanding of music as a methodological basis of research in the field of musical art and education. life science journal, 11(11), 429-432. soethout, m. b. m., ten cate, o. j., & van der wal, g. (2008). development of an interest in a career in public health during medical school. public health, 122(4), 361–366. https://doi.org/10.1016/j.puhe. 2007.07.018. vinogradova, m. v., kulyaminа, о. s., koroleva, v. а., larionova, a. a. (2015). the impact of migration processes on the national security system of russia. mediterranean journal of social sciences, 6(3), 161-169. doi: 10.5901/mjss.2015.v6n3s5p161. xu, y. j. (2015). gender-based earning gap of college graduates: modeling ten-year progress for stem and non-stem comparisons. the journal of higher education, 86, 489–523. https://doi.org/10.1177/1521025116638344. zaugolnikov, s.a. (2013). problem after employment of university graduates. proceedings of the regional financial and economic institute, 2. retrieved from https://dergipark.org.tr/download/article-file/367230. zhang, l. (2008). gender and racial gaps in earnings among recent college graduates. the review of higher education, 32(1), 51–72. from https://eric.ed.gov/?id=ej812588. http://dx.doi.org/10.5901/mjss.2015.v6n3s5p161 https://doi.org/10.1177%2f1521025116638344 https://eric.ed.gov/?id=ej812588 70 journal the winners, vol. 20 no. 2, september 2019: 61-70 appendix a interview protocol working paper name of interviewee : date : age : time : gender : number list of questions answer q1 are you a new indonesian graduate student? q2 what is your major? q3 have you worked now? q4 what caused you not to get a job? q5 how do you get work? where did you get the info? q6 does study in college help when you work? q7 are your skills or talents used when in the labor market? q8 how do you feel when you get a job? q9 what do you feel when you continue to study master's programs while working in a company? q10 does the university where you study help you find employment? editor in chief rudy aryanto managing editors engkos achmad kuncoro (binus university, jakarta) idris gautama so (binus university, jakarta) yasintha soelasih (atma jaya university, jakarta) levyda (sahid university, jakarta) agus zainul arifin (tarumanagara university, jakarta) executive editors arta moro sundjaja noerlina editor/setter dina nurfitria eka yanti pangputri holil atmawati secretariat haryo sutanto administration address research and technology transfer office binus university anggrek campus, jl.kebon jeruk raya 27 kebon jeruk, jakarta barat 11530 ph. 021-5350660 ext. 1708 email: hsutanto@binus.edu, raryanto@binus.edu publication & issn published twice a year (march and september) p-issn: 1412-1212 e-issn: 2541-2388 vol. 18 no. 1 march 2017 economic, business, management, and information system journal winnersthe journal p-issn 1412-1212 e-issn 2541-2388 contents lyudmyla маlyarets; oleksandr dorokhov measuring the quality of signs for objects in the economy ........................................................... .. 1-11 nina maharani; lufthia sevriana analysis of attitude, motivation, knowledge, and lifestyle of the consumers in bandung who shop through instagram ................................................................................................. 13-23 agustian budi prasetya organizational learning (ol) and strategy: information processing approach to perform strategic choice analysis ................................................................................................................. 25-32 raghu bir bista economic liberalization in nepal: determinants, structure, and trends of fdi ..................................... 33-41 john romanach; walter e. block medical economics end food and drug administration (fda) and their impacts on public health ................ 43-48 journal p-issn 1412-1212 e-issn 2541-2388 vol. 18 no. 1 march 2017 economic, business, management, and information system journal winnersthe microsoft word 03_ferry.doc journal the winners, vol. 6 no. 2, september 2005: 114-122 114 developing a suitable methodology for integrated supply chain analysis in the australian beef industries: a research proposal ferry jie1; kevin parton2; rod cox3 abstract the australian beef supply chain is the chain or sequence of all activities from the breeding property to the domestic or overseas consumers. the objective of this research is to describe beef supply chains in australia and to explore and measure the performance of such chains (i.e. efficiency, effectiveness, and productivity). in addition to this it is to suggest alternative configurations for these supply chains that enhance performance of the businesses concerned and to develop a new design methodology for integrated supply chains based on process modeling, performance analysis and optimization of production and inventory distribution networks. keywords: supply chain, production, distribution networks abstrak tingginya pasokan daging sapi dari australia adalah salah satu mata rantai dari tingginya pertumbuhan penduduk baik di dalam, maupun luar negri. penelitian ini menjelaskan bagaimana mata rantai pemasok daging di australia termasuk efisiensi, kefektivitasan, dan produksi daging. sebagai tambahan, penelitian ini juga memberikan beberapa masukan sebagai alternatif yang efektif untuk meningkatkan produksi pemasokan daging. di samping itu, juga disajikan beberapa metode baru berdasarkan model proses, kemampuan analisis, dan optimalisasi produksi dan inventarisasi jaringan distribusi. kata kunci: mata rantai pemasok, produksi, jaringan distribusi 1 phd student at faculty of engineering, university of technology sydney and lecturer at bina nusantara university, jakarta-indonesia 2, 3 lecturer at faculty of rural management, university of sydney, sydney-australia. developing a suitable methodology … (ferry jie; dkk) 115 introduction supply chain management is the integration of suppliers, manufacturing, distribution and customers in which raw materials run from suppliers to manufacturers who assemble them into finished product and organize delivery into the hands of customers. integrated supply chain management gives many advantages for industries/companies, such as improved delivery performance, reduction of lead time, and reduction of inventory, improved flexibility, improved capacity realization and improved asset usage. this research will focus on an australian agribusiness supply chain, the australian beef supply chain. the definition of the australian beef supply chain is the chain or sequence of all activities from the breeding property to the domestic/overseas consumers (see figure 1). the inclusion of overseas customers is necessary given that australia typically exports about 65% of its production. the eventual target of this research is to suggest the means by which supply chain performance can be improved for key australian agribusinesses. the steps to achieving this are to describe several supply chains within the beef industry and then to analyze their performance. using various quantitative and qualitative methods the significant supply chain parameters will be examined to suggest new designs for better integration. the methods used by firms to analyze their supply chains will also be investigated. journal the winners, vol. 6 no. 2, september 2005: 114-122 116 figure 1 domestic and international australian beef supply chain identification of problem the beef sector in australia is undergoing rapid change because of globalization, a highly competitive beef market (local and export), reducing production cycle and delivery times and consequently reduced inventories, a general speed-up of the rate of change in the business environment, the trend towards more outsourcing of activities, and the rapid development in it. in this business environment, advanced supply chain systems have the potential to provide significant contributions to companies, academics and institutions. we also are moving into an era in which consumers of beef are much more sophisticated than before and are demanding particular qualities in the product. this is the case whether the consumer is in australia or in overseas markets such as japan, korea or china. the only difference is that these different markets are demanding different types of quality products. this focus need of consumers is another significant driver of improvement in supply chain performance. developing a suitable methodology … (ferry jie; dkk) 117 discussion definition of integrated supply chain management “supply chain management is a system of suppliers, manufacturers, distributors, retailers, and customers where materials flow downstream from suppliers to customers, and information flows in both directions” (ganeshan et.al. 1995: 3). according to ganeshan and harrison (1995: 2), the definition of a supply chain is a network of facilities such as suppliers, manufacturing, distributions and customers that carries out the functions of procurement of raw materials, transformation of these raw materials into finished products, and the distribution of these finished products into the hands of customers. supply chain systems have three levels: strategic, tactical and operational. the strategic level is concerned with the long-term planning of the business/company system, such as the number and allocation of factories or plants and warehouses, what is the best sourcing strategy, etc. in contrast the tactical level deals with the mid-term planning such as forecasting and ordering over short lead times. the operational level deals with short-term planning, for example detailed scheduling, inventory and truck loading. according to the national research council (2005: 24-27), an integrated supply chain is: “….an association of customers and suppliers who using management techniques, work together to optimize their collective performance in the creation, distribution and support of an end product. to operate an integrated supply chain needs continuous information work flows leading to full visibility along the supply chain, which in turn helps optimize product flows”. supply chain modelling approaches five modeling approaches are under consideration for the analytical component of this study. supply chain network design method this model is used to determine the location of production, stocking and sourcing facilities and paths the products take through them. geoffrion and graves (1974) introduced a multi-commodity logistics network design model to optimize the finished product flows from factories to the distribution centers and then to end users. geoffrion and powers (1995) later provided a review of the evolution of distribution strategies over the past 20 years, which explained how the lines of the above model can hold more echelons, cross product and service detail. this aspect will probably be important in the analysis of australian agribusiness supply chains particularly australian beef industry. it journal the winners, vol. 6 no. 2, september 2005: 114-122 118 will considerably enhance the information flows about beef/veal from the production process to the broker/wholesaler and then to the food services/butcher shops and supermarkets such as woolworths, coles, bilo and franklins. mixed integer programming (mip) and nonlinear programming optimizing models mixed integer programming is for vehicle routing and scheduling, facility location and sizing, shipment routing and scheduling, freight consolidation and transportation mode selection (dong, 2001). cohen and moon (1991) developed a mixed integer programming, multi-commodity model to describe inbound raw material flows, assignment of product flows and the specification of production volumes and outbound finished product flows in a production-distribution network. nonlinear programming (nlp) is for optimization of a non-linear function subject to non-linear constraints with real variables. examples of nlp methods are sequential quadratic programming (sqp), the method of moving asymptotes (mma) and the generalized reduced gradient method (grg). they can be used for structural design problems (ghasemi et al.1999). an application of nonlinear programming methods to the problem of supply chain design is the pooling problem for a refinery (fieldhouse, 1993). based on the two methods above, the mixed integer programming might be a possible application for the australian beef industry. the reason is that the method might be good for analyzing the inbound cattle flows, assignment of beef/veal product flows, including the scheduling and shipment or transportation routing, the specification of production volumes and outbound beef or veal product flows in a beef value chain. stochastic programming and robust optimization methods stochastic programming deals with a category of optimization models and algorithms in which some of the data may be subject to significant uncertainty. uncertainty is usually characterized by a probability distribution to describe the parameters (dong 2001). this type of approach may be particularly relevant to agribusiness firms in which product flows can be of uncertain quantity and quality. swaminathan and tayur (1999) provided stochastic programming models and effective computational measures to minimize inventories of common parts /components, and assess the effect of assembly job sequencing on operational performance. stochastic programming might find possible application for the beef industry as it can handle aspects such as uncertainty of the beef or veal demand (domestic or internationally) and also the uncertain quantity or quality beef information flows. developing a suitable methodology … (ferry jie; dkk) 119 heuristic methods1 using heuristics is another method of analyzing supply chain alternatives and decisions. a heuristic is merely any intelligent approach that seeks good solutions. useful heuristics become “rules of thumb”. mathematical programming methods usually are used to solve strategic and higher levels of tactical supply chain planning. such methods generally work only for solving linear and some integer-based models, commonly used in strategic levels of planning. tactical and operational models are usually not linear and are much too complex to solve using mathematical programming methods. for this reason, heuristic methods have had fairly limited use (dong 2001), but may be relevant to the australian beef supply chain because the beef value chain (from breeding property to end customers) might be analyzed using strategic, tactical and operational models which are deterministic. simulation based methods “simulation is the imitation of the operation of a real world process or system over time. simulation is an indispensable problem solving methodology for the solution of many real world problems. simulation is used to describe and analyze the behavior of a system, ask “what if” questions about the real system, and aid in the design of real systems.” “a discrete event simulation model is conducted over time (“run”) by a mechanism that moves simulated time forward.” (banks, 2000:10) law and kelton (1991) define an event as an instantaneous occurrence that may change the state of the system. it is a perturbation that induces change, and simulation models trace out the consequence of such a change on one or more simulated outcomes. a comprehensive supply chain model can be established using simulation-based methods. this can be used for strategic and operational planning. simulation-based methods can assess the effectiveness/performance of a pre-specified policy before developing new ones. in recent years, the purpose of simulation as a method of analyzing the problems of organizational decision making has gained considerable momentum (feigin et.al. 1996; kumar et.al. 1993; malone and benton 1997). towill et.al. (1992) used simulation to evaluate the effects of a diverse supply chain approach to an industry facing an increase in demand. wikner et.al. (1991) used the simulation method to analyze interventions to supply chain configuration. the purpose of this method is to eliminate demand amplification in three levels of the production distribution system, to develop information flow through the supply chain, to reduce the delays and to change the ordering policies and the local decision rules. facing an increased demand towill et.al. (1992) used the simulation method on forrester’s supply chain “beer game” as a dynamic modeling supply chain design, in order to evaluate the effects of a diverse supply chain approach on demand amplification. journal the winners, vol. 6 no. 2, september 2005: 114-122 120 the purpose of this simulation was to eliminate intermediate levels, to make point of sales data available along the chain and to reduce lead time. towill (1996) used simulation techniques to show how industrial dynamics models can support supply chain re-engineering. in addition, towill investigated the impact on the supply chain of different operation strategies such as to eliminate the distribution echelon of the supply chain (including the distribution function at the manufacturing level), to develop information flows, to implement just in time (jit) in order to eliminate delays and vendor integration, and finally to change the ordering policies and local decision rules. to improve business performance can be accomplished by a better use of resources (towill, 1991, 1996). towill and del vecchio (1994) applied filter theory and simulation. this research evaluated the filter characters of supply chains in order to explore the different supply chain responses to randomness of the demand model. then using simulation to allow for these responses, the smallest safety stock to achieve a significant desired service level can be identified. tzafestas and kapsiotis (1994) used a combination of analytical and simulation techniques to explore supply chain systems in order to reduce lead time and cost and improve the overall performance of the supply chain. the simulation method probably is relevant to the australian beef industry because simulation based methods can assess the performance (the effectiveness and efficiency) of the beef value chain then it also might be used to reduce demand amplification at every level. furthermore, it might be used to develop beef/veal information flows through the chain, reduce delays and finally change the ordering policies/local decision rules. objectives 1. to describe agribusiness supply chains in the australian beef sector and to explore and measure the performance of such chains (i.e. efficiency, effectiveness and productivity). 2. to suggest alternative configurations for these supply chains that enhance performance of the businesses concerned. 3. to develop a new design methodology for integrated supply chains based on, a. process modeling of integrated supply chain design. b. performance analysis and optimization of production and inventorydistribution supply chain networks. c. simulation modeling and analysis of integrated supply chain networks. methodology to obtain a preliminary description of the supply chains to be analyzed, a survey method will be adapted to interview key personnel in the agribusiness firms concerned. data will then be obtained showing the quantity and types of beef flowing through developing a suitable methodology … (ferry jie; dkk) 121 various points in the supply chain. these data will assist in the further refinement of the supply chain model developed from the survey. construction of various quantitative models of the integrated beef supply chain can then commence. as the works proceed the many quality aspects of beef production, distribution and consumption will be revealed. several of these lead to the study of contractual relationships between participants in the chain and the idea that there will be crucial focus points within the chain where product specification is significant. finally a complete model incorporating all the above factors will be developed using a method selected from those reviewed in section 2. conclusion this research could give some benefits to the australian beef industry such as achieving business objectives/management goals business growth, profitability, market share and customer satisfaction (high customer service), low inventory stock levels (inventory reduction), fulfillment cycle time reduction, increased forecast accuracy, overall productivity gain, improved capacity realization, improved flexibility, improved reliability, improved asset turns and improved responsiveness. references banks, j., carson, j. s. and nelson, b. l. 1996, discrete-event system simulation, 2nd ed. upper saddle river, nj: prentice-hall. banks, j. 2000. introduction to simulation: proceedings of the 2000 winter simulation conference. cohen, m.a. and moon, s.1991, ‘an integrated plant loading model with economies of scale and scope’, european journal of operations research 50(1), 266-279. feigin, g.e., an, c., connors, d., and crawford, i. 1996. “shape up, ship put.” or/ms today 23(2), 24-30. fieldhouse, m. 1993. the pooling problem, optimization in industry, john wiley and sons ltd. ganeshan, r. and terry p. harrison.1995. an introduction to supply chain management. penn state university. journal the winners, vol. 6 no. 2, september 2005: 114-122 122 _______. jack., magazine., m.j. and paul stephens. 2000. “a taxonomic review of supply chain management research” qaom department. geoffrion, a. and graves, g.1974, ‘multi-commodity distribution system design by benders decomposition’, management science 29(5), 822-844. _______. and powers, r.f. 1995, ‘twenty years of strategic distribution system design : an evolutionary perspective’ ,interfaces 25(5), 105-127. ghasemi, m.r., hinton, e. and wood, r.d.1999, ‘optimization of trusses using genetic algorithms for discrete and continuous variables’ ,engineering computations 16(3), 272-301. houlihan, j.b.1985. “international supply chain management”, international journal of physical distribution and materials management vol. 15: 22-38. kumar, a., ow, p.s. and prietula, m.j.1993, ‘organizational simulation and information systems design: an operations level example’, management science, 39(2), 218-240. lamming, r. 1996. “squaring lean supply with supply chain management”, international journal of operations abd production management 16(2), 183196. microsoft word 03_bagus sumargo_pendidikan bisnis.doc journal the winners, vol. 5 no. 2, september 2004: 108-113 108 pendidikan bisnis, bisnis pendidikan bagus sumargo1 abstract the implication of educations decentralization implies that colleges have authority to manage the whole education process. nevertheless, the education have to be conducted professionally. the colleges should determine one study program having business oriented. therefore, the education is driven into business purposes. keywords: education, education managements, business abstrak implikasi desentralisasi pendidikan adalah perguruan tinggi memiliki kewenangan mengatur pendidikan sepenuhnya. namun, pendidikan tetap harus mengutamakan profesionalisme. perguruan tinggi menentukan program pendidikan yang berorientasi bisnis. pada akhirnya, pendidikan dijadikan sebagai bisnis. kata kunci: pendidikan, manajemen pendidikan, bisnis 1 staf peneliti bps, jakarta & staf pengajar fmipa, ubinus, jakarta pendidikan bisnis, bisnis pendidikan (bagus sumargo) 109 pendahuluan kesulitan dalam mewujudkan fungsi dan peranan perguruan tinggi (pt) hanya dapat diatasi dengan tiga paradigma, yaitu kemandirian, akuntabilitas, dan jaminan kualitas yang lebih besar, demikian ungkap rektor institut agama islam negeri (iain) jakarta, prof. dr. azyumardi azra, m.a., dalam seminar nasional bertajuk “pengembangan program pascasarjana iain di indonesia: in memoriam prof. dr. harun nasution (1919-1998), jakarta 18 september 2000”. paradigma kemandirian menitikberatkan pada otonomi seluas-luasnya. paradigma kedua lebih mengacu pada pemanfaatan sumber keuangan (akuntabilitas) secara lebih bertanggungjawab. paradigma ketiga membutuhkan evaluasi internal secara terus menerus dan berkesinambungan, di samping evaluasi eksternal yang saat ini dilakukan oleh badan akreditasi nasional (ban) dan untuk tingkat dunia adalah iso. ketiga paradigma itu harus saling berkaitan, bahkan bersifat interdependensi dan ketiganya harus diaktualisasikan secara simultan. tantangan untuk ketiga paradigma tersebut, lebih berat dijalani oleh perguruan tinggi swasta (pts). terutama saat ini, pemerintah menentukan kebijakan desentralisasi pendidikan sehingga tuntutan yang paling mendasar adalah penyiapan sumber daya manusia (sdm) yang siap pakai dan berkemampuan “global”. salah satu lembaga pendidikan yang mempunyai peran dan tanggung jawab yang besar adalah pts. dengan kata lain, pts harus memiliki kiat dan strategi dalam pengelolaan pendidikan secara profesional sehingga pts dapat menjalankan ketiga paradigma yang dimaksud. di negara indonesia, “budaya” masyarakat masih menjunjung tinggi perguruan tinggi (pt). contoh, seorang ibu yang telah ditinggalkan suaminya untuk selamanya bekerja menjual gorengan pisang dan melarang anaknya membantu usaha dagangannya. ibu tersebut berjuang demi cita-cita mempunyai seorang anak sarjana. contoh lain, pada suatu departemen, si a (lulusan smu) yang mempunyai kinerja sangat memuaskan, tetap menjadi seorang staf sampai pensiun sedangkan si b yang bergelar dr. (konon gelar tersebut didapat dengan cara membeli dari sebuah universitas tidak terkenal di dalam negeri) mempunyai kedudukan yang baik daripada si a. jika dicermati maka pendidikan merupakan bisnis yang menguntungkan untuk dijalani sebagai ladang usaha. akan tetapi, bagi pengusaha dalam bidang pendidikan, juga harus hati-hati dalam memfokuskan jenis pendidikan yang paling menguntungkan dan berprospek untuk dikembangkan. tidak jarang lembaga pendidikan yang dijalani hanya berumur pendek karena bidang studi yang ditawarkan relatif sedikit peminatnya (mahasiswa). journal the winners, vol. 5 no. 2, september 2004: 108-113 110 pembahasan desentralisasi pendidikan desentralisasi pendidikan yang dijalankan seiring dengan pelaksanaan otonomi daerah merupakan bagian dari upaya memindahkan titik berat pendidikan nasional yang semula sentralistis menjadi berbasis pada masyarakat. di era otonomi, pendidikan harus tumbuh dari masyarakat dan ditumbuhkan sendiri oleh kekuatan masyarakat. pengelolaan pendidikan dalam kerangka otonomi daerah merupakan upaya untuk meningkatkan efisiensi dan efektifitas dalam mengimplementasikan kebijakan dan perencanaan program pendidikan. satu yang paling penting adalah mengenai kewenangan penuh, yaitu bila kewenangan daerah yang masih setengah-setengah (artinya pusat masih memberikan pedoman kebijakan pendidikan kepada daerah) maka akan sia-sialah segala sesuatu yang akan dipersiapkannya. keadaan itu memaksakan perlu adanya ahli pendidikan yang dapat berpikir mengenai landasan filosofis, proses pelaksanaan, mutu, organisasi, dan pengembangan pendidikan. selain itu, juga tenaga manajer pendidikan berkualitas yang selanjutnya distratakan dalam suatu unit lembaga pendidikan yang mempunyai komitmen memanusiakan manusia dan selalu berorientasi ke depan dan mempunyai manajemen mutu yang dapat dibanggakan. salah satu bentuk lembaga pendidikan yang dimaksud adalah pts. ada baiknya desentralisasi pendidikan lebih memberikan kewenangan pada otonomi sekolah sehingga pts lebih leluasa dan bebas dan bertanggung jawab dalam mengemban misi dan visi pts tersebut. hubungan pts dengan desentralisasi pendidikan adalah pts harus mampu membaca peta sumber daya alam (sda), kemampuan daerah, dan urgensinya akan kebutuhan sdm yang dapat membangun daerahnya secara efisien dan efektif. pendidikan “bisnis” anggaran pendidikan merupakan kendala yang paling utama dalam mempengaruhi berhasil tidaknya misi dan visi suatu pts. idealnya, secara nasional kebutuhan besaran anggaran pendidikan adalah sebesar 25 persen dari anggaran pendapatan dan belanja negara (apbn). akan tetapi, karena kondisi pemerintah sekarang yang tidak menentu, baik masalah ekonomi maupun politik, maka anggaran pendidikan relatif kecil, yaitu berkisar 5-6 persen dari apbn. hal itu menuntut pts harus mempunyai kiat tersendiri agar mereka dapat menjalankan komitmennya dalam bidang pendidikan dengan langgeng dan tetap dapat menghasilkan sdm indonesia yang berkualitas. pts harus mampu mencari sendiri sumber keuangan atau memaksa pts mengelola pendidikan yang bernuansa “bisnis”. maksud bernuansa “bisnis” disini adalah bidang studi yang banyak peminatnya, yaitu bidang studi yang dibutuhkan oleh pasar kerja atau mempunyai pretise tersendiri bagi lulusannya atau mempunyai harga jual yang tinggi (biasanya pekerja berdasi yang kuliah melalui jalur ekskutif program pascasarjana). pendidikan bisnis, bisnis pendidikan (bagus sumargo) 111 secara lisan, terlihat identitas kualitas bidang studi (yang diperbincangkan oleh masyarakat) pada suatu pt, yaitu popularitas suatu bidang studi, misalnya uiversitas indonesia terkenal dengan lulusan dari bidang studi “ekonomi dan kedokteran”, institut pertanian bogor dengan lulusan bidang studi “pertanian”, dan demikian juga untuk masing-masing pt lainnya. unggulan bidang studi bagi suatu pts penting artinya sebagai pretise pts itu sendiri dan merupakan produk atau komoditi unggulan yang bernuansa “bisnis” dengan tidak mengesampingkan mutu. umumnya, peminat pendidikan (mahasiswa) cenderung memilih bidang studi tertentu yang dapat memberikan pengharapan untuk menjadikan peluang “kaya”. artinya, bidang studi tersebut nantinya akan mempermudah mendapat pekerjaan dalam pasar kerja, bidang studi itu menjanjikan penghasilan yang tinggi. implikasinya adalah suatu bidang studi yang banyak peminatnya mempunyai nilai “bisnis”. secara sederhana, dapat diterangkan dengan silogisma, yaitu semakin banyak mahasiswa di suatu bidang studi maka akan memberikan dampak keuntungan bagi pengelola pendidikan. oleh karena itu, pengelola pendidikan dengan kondisi keuangan yang baik (diperoleh dari pungutan pendidikan dari mahasiswa) akan lebih tenang dalam mengemban misi dan visi pendidikan, khususnya dalam menghadapi era informasi. contoh, bidang studi yang bernuansa bisnis adalah agrobisnis, teknik informatika/industri, akuntansi, dan manajemen. akan tetapi, hal itu harus disesuaikan dengan kondisi di suatu wilayah. misalnya, di bali, wacana bidang studi yang bernuansa bisnis adalah bahasa asing dan pariwisata. pada akhirnya, dapat saja bidang studi yang benuansa bisnis tersebut dijadikan ciri atau mencirikan potensi pts tertentu. pendikan bisnis, bisnis pendidikan menurut hermawan k. (leading service officer, markplus & co), kata “bisnis” yang diletakkan pada kata “pendidikan”, memungkinkan untuk memiliki arti negatif, yaitu mendapatkan keuntungan sebesar-besarnya dengan meninggalkan mutu atau kualitas. kalau sudah begini jadinya, dapat jadi orang akan menilai bisnis sebagai dirtyword. padahal, sebenarnya suatu bisnis yang dijalankan dengan baik haruslan menghasilkan suatu kualitas. bahkan, dalam bisnis nonpendidikan pun, kualitas produk jasa harus dapat dipertanggungjawabkan. menurutnya, ada lima tingkatan “bisnis pendidikan”, yaitu transformation-business, product-business, service business, experience-business, dan commodity-business. harapan untuk bisnis pendidikan dapat berada di tingkat yang paling tinggi, yaitu bisnis transformasi sehingga harus benar-benar ada value yang terasa oleh peserta pendidikan (konsumen). kalau suatu program pendidikan dibuat tanpa kualitas sama sekali dan ijazahnya dijual murah maka bisnis pendidikan itu akan jatuh ke level paling bawah, yaitu commodity-business. pendidikan akan menjadi product-business, kalau programnya distandardisasikan tanpa melihat kebutuhan mahasiswa. apabila ada jasa yang memperhatikan kebutuhan mahasiswa, termasuk banyaknya pilihan kelas yang dapat dipilih maka bisnis pendidikan itu sudah naik ke tingkat service-business. artinya, journal the winners, vol. 5 no. 2, september 2004: 108-113 112 pendidikan itu bukan produk yang kaku lagi. akan tetapi, sudah cukup luwes dan fleksibel sebagaimana layaknya karakteristik suatu industri jasa. jika pendidikan sudah disampaikan dalam suatu situasi yang lebih dekat dengan praktik sehari-hari maka pendidikan dapat jadi suatu experience. caranya dapat bermacam-macam, termasuk pendidikan studi kasus, kerja lapangan, guest lecture dan sebagainya. skema kunci untuk menggambarkan pendidikan bisnis sebagai bisnis pendidikan adalah adanya keterkaitan yang sangat erat antara program pendidikan yang benuansa “bisnis” dengan kualitas. akan tetapi, sekali lagi yang perlu diingatkan adalah pentingnya penopang untuk menjalankan itu semua, yaitu “biaya”. oleh karena itu, pengelola suatu pts harus berusaha mencari peluang pengelolaan bisnis pendidikan yang lain, seperti wacana berikut ini. 1. pts dengan suatu basis bidang studi (menjadi ciri pts tersebut) untuk selalu mengupayakan melakukan kerja sama bisnis dengan pt lain yang memang telah mapan di bidang studi tersebut, yaitu sebagai strategic business unit (daughter institutions) atau kegiatan partner institutions yaitu semacam franchising. 2. menerapkan strategi pemasaran yang jitu, yaitu mengupayakan menangkap “pasar: kalangan tertentu”. misalnya, peserta pendidikan adalah warga negara keturunan (asing) dan pendapatan orang tua mahasiswa menengah ke atas. 3. menyediakan program pendidikan khusus yang sangat diperlukan oleh pelaku “bisnis”. seperti, pelatihan manajemen proyek, pelatihan komputer, sekretaris, bahasa, dan sejenisnya. 4. menyelenggarakan “dual-gelar” yang penyelenggaraannya bekerja sama dengan pt luar negeri. penutup beberapa simpulan yang dapat diungkapkan sebagai berikut. 1. untuk kelanggengan dan eksisnya dalam pengelolaan program pendidikan, pts tidak terlepas dari motto: “pendidikan itu adalah bisnis dengan tidak mengesampingkan mutu”. 2. iso penting untuk suatu pts, sebagai jaminan mutu program pendidikan suatu pts. 3. sebaiknya, penentuan suatu program pendidikan mengarah pada kebutuhan pasar yang berorientasi masa depan. pendidikan bisnis, bisnis pendidikan (bagus sumargo) 113 daftar pustaka hermawan k. 2000. “transformasi pendidikan.” kompas. 20 agustus 2000. jakarta. kismono, g. 2001. bisnis pengantar. yogyakarta: bpfe. wibisono, d. 2000. riset bisnis. yogyakarta: bpfe. william, c. 2001. manajemen. jakarta: penerbit salemba empat. microsoft word 05_ budiman notoatmojo_evaluasi ekonomi.doc 161evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) evaluasi ekonomi mikro: dampak proyek terpadu peternakan dan pertanian pangan di indonesia bagian timur budiman notoatmojo1 abstract impact evaluation of integrated livestock and food crop project micro analysis will concentrate in the increase of farmers income, the increase of farmers food nutrient, and woman participation. macro analysis has also been used to study on decentralization. the project has given 41.800 cattles for 19.000 farmers, 20.000 goats for 9 000 farmers, construct infrastructures (village road system, livestoc holding ground, etc), facilitate agroinputs for 28,000 package, training and extensions, and more others with total cost about us$ 34,200,000. the area covers south sulawesi, north sulawesi, gorontalo , maluku, and north east maluku. total number of samples which have been taken for the survey were 162, which consist of 27 women, 63 farmers, 18 project staf, and 18 respondent from outside project. the result from the survey has shown that farmers have got benefits from project and their income has increased. 79% farmers has satisfied with the credit they have received already, however, the repayment has moved slowly. eventhough they have raised only chicken, however, the farmers’ food nutrient has increased already. keywords: micro economy, integrated project, livestock, food crop abstrak evaluasi dampak proyek terpadu analisis mikro peternakan dan pertanian pangan memfokuskan pada peingkatan pendapatan petani, peningkatan gizi petani, dan partisipasi perempuan. analisis makro juga telah digunakan untuk mempelajari masalah desentralisasi. proyek tersebut telah memberikan 41.800 ternak untuk 19.000 petani, 20.000 kambing untuk 9.000 petani, membangun infrastruktur (jalan raya desa, tanah milik peternak, dan lain lain), pelatihan, dan kegiatan lainnya yang menghabiskan dana sekitar 34.200.000 dolar amerika. areanya meliputi sulawesi selatan, sulawesi utara, gorontalo, maluku, dan maluku timur laut. sampel yang diambil sebanyak 162 orang yang terdiri dari 27 perempuan, 63 petani, 18 staf prroyek, dan 18 responden dari luar proyek. hasilnyaa, petani memperoleh manfaat dari proyek tersebut dan pendapatan mereka meningkat. 79% petani sangat puas dengan pemberian kredit yang mereka terima meskipun pembayaran cicilannya sedikit lambat. gizi para petani juga meningkat. kata kunci: ekonomi mikro, proyek terpadu, peternakan, pertanian pangan 1 peneliti senior balitbang deptan ri & staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 3 no. 2, september 2002: 161-187 162 pendahuluan dalam rangka pemerataan pembangunan di indonesia, kawasan timur indonesia (kti) merupakan kawasan yang menjadi prioritas untuk dipacu pengembangannya guna memperkecil ketinggalannya dari kawasan barat atau kawasan lainnya di indonesia. percepatan pembangunan di kawasan itu dapat menyeimbangkan derap pembangunan di indonesia, sekaligus memanfaatkan potensi yang tersedia di kawasan itu untuk meningkatkan kesejahteraan masyarakat luas. salah satu upaya pemerintah untuk mempercepat pembangunan kawasan timur indonesia itu adalah dengan melaksanakan proyek pengembangan usaha tani dan ternak (putkati) di kawasan itu. proyek pengembangan usaha tani dan ternak merupakan proyek terpadu yang melibatkan tiga subsektor, yaitu subsektor peternakan sebagai leading subsektor dan subsektor perkebunan dan tanaman pangan dan hortikultura sebagai subsektor pendukung. tujuan proyek adalah meningkatkan pendapatan petani berpendapatan rendah dilokasi proyek; pembangunan usaha tani sebagai unit usaha terpadu; pemanfaatan sumber daya lahan secara berdaya guna dan berhasil guna; meningkatkan populasi ternak dan pemerataan pendapatan petani. dalam rangka mencapai tujuan tersebut, proyek pengembangan usaha tani dan ternak (putkati) mengembangkan dan melaksanakan berbagai komponen kegiatan diantaranya adalah (a) penyebaran ternak sapi sebanyak 41.800 ekor kepada 19.000 petani dan 20.000 ekor kambing kepada 9.000 petani; (b) membangun dan meningkatkan prasarana dan sarana penunjang yang meliputi empat buah holding ground, 14 buah satuan pelayanan terpadu, 9 buah poskeswan, 33 pos pembantu pelayanan kesehatan hewan dan pembangunan jalan desa 100 km dan lima buah jembatan gantung; (c) menyediakan agro input sebanyak 28 000 paket; (d) mengadakan fasilitas penunjang yang melliputi kendaraan bermotor, peralatan pertanian, peralatan penyuluhan, peralatan kantor dan peralatan ib; (e) meningkatkan kelembagaan petani; (f) meningkatkan pengetahuan dan keterampilan petani dan petugas proyek melaui pelatihan dan penyuluhan; (g) pengembangan produksi vaksin penyakit jembrana di bpph denpasar melalui penyediaan peralatan laboratorium; (h) menyediakan jasa konsultan. pembiayaan proyek seluruhnya berjumlah us$ 34,260,000. yang berasal dari dana ifad sebesar us$ 13,800,000; idb us$ 6,8484,000. pemerintah new zealand sebesar us$ 1,401,000. dan dana pemerintah ri sebesar us$ 12,208,000. evaluasi dampak proyek didesain untuk menyusun suatu data dasar (base line data) tentang sumber daya pertanian yang ada di lokasi proyek yang meliputi sumber daya ternak, usaha tani, sumber daya manusia (petani dan petugas), kelembagaan petani, pola pertanian, pendapatan, serta faktor sosial kelompok sasaran (target group) yang terlibat dalam proyek. data tersebut dipergunakan sebagai suatu standard penelitian dalam mengevaluasi dampak proyek. dampak proyek yang akan dievaluasi didasarkan pada rekomendasi hasil supervisi unops yang meliputi peningkatan gizi dan ketahanan pangan keluarga, peranan wanita tani dalam menunjang kegiatan proyek, dampak proyek terhadap peningkatan pendapatan keluarga, dampak pelatihan petani/kelompok tani dan staf proyek terhadap peningkatan sumber daya manusia dalam menunjang pelaksanaan kegiatan proyek, dan pengaruh desentralisasi terhadap pelaksanaan proyek. 163evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) pembahasan tujuan evaluasi ekonomi mikro dampak proyek i. tujuan evaluasi 1. untuk mengukur manfaat sosial dan ekonomi yang diperoleh petani peserta dengan adanya proyek yang meliputi berikut ini. a. peningkatan pendapatan petani melalui sistem usaha tani terpadu dengan adanya penyebaran ternak dan agro input. b. peningkatan gizi dan ketahanan pangan keluarga. c. peningkatan harkat wanita (jender) melalui keterlibatan wanita tani secara aktif baik dalam kegiatan proyek, maupun kegiatan sosial lainnya. d. peningkatan sumber daya manusia, pengetahuan, dan keterampilan, serta sikap (petani dan staf proyek) melalui pelatihan dan pembinaan. 2. mengidentifikasikan hambatan atau kelemahan dalam pelaksanaan kegiatan proyek yang mempengaruhi pencapaian tujuan proyek. 3. meneliti pengaruh kebijakan desentralisasi terhadap organisasi dan manajemen proyek dan pelaksanaan kegiatan di lapangan. ii. kegiatan yang dilaksanakan dalam upaya mengadakan evaluasi ekonomi mikro dampak proyek putkati maka dilakukan kegiatan berikut. 1. mengidentifikasi dampak proyek terhadap peningkatan gizi dan ketahanan pangan keluarga dengan mengukur tingkat produksi pangan melalui sistem usaha tani terpadu, pola menabung individu maupun kelompok, keterlibatan wanita tani dalam mendukung usaha tani. 2. melakukan evaluasi terhadap dampak realisasi pelaksanaan pelatihan dalam upaya peningkatan sumber daya petani dan staf proyek. 3. melakukan evaluasi dampak ekonomi terhadap pengembangan masyarakat penerima bantuan (beneficiaries community development) yang meliputi pemanfaatan ternak dalam mendukung pola usaha tani terpadu dalam kelompok, peningkatan pendapatan petani melalui usaha tani terpadu, pengembangan kelompok, dan lain-lain. 4. melakukan evaluasi terhadap kebijakan desentralisasi yang mempengaruhi pelaksanaan proyek. 5. berdasarkan hasil evaluasi, menyusun rekomendasi bagi pelaksanaan proyek selanjutnya. iii. keluaran (output) output studi evaluasi ekonomi mikro dampak proyek sebagai berikut. laporan hasil evaluasi dampak proyek yang disusun dalam bahasa indonesia dan bahasa inggris yang berisikan (1) hasil evaluasi ekonomi mikro dampak proyek dengan rekomendasinya; (2) rekomendasi bagi pelaksanaan proyek selanjutnya; (3) rekomendasi bagi penyusunan laporan akhir proyek (project completion report); (4) format base line data usaha tani. journal the winners, vol. 3 no. 2, september 2002: 161-187 164 metode penelitian i. pendekatan pendekatan yang dipakai meliputi aspek (1) lokasi penelitian; (2) klasifikasi wilayah penelitian berdasarkan zona; (3) kerangka penarikan contoh dan jumlah responden; (4) pengelompokkan rumah tangga petani berdasarkan luas penguasaan lahan dan pendapatan per kapita; dan (5) metode analisis data. hasil analisis dijadikan dasar untuk mengevaluasi dampak proyek putkati pada masing-masing wilayah. pendekatan logical framework (log-frame) digunakan agar kegiatan ini dapat dilaksanakan dengan hasil yang terukur (accountable) log-frame baseline disajikan pada lampiran i yang mencakup tujuan akhir (goal), manfaat (outcomes), luaran (outputs) kegiatan (activities) (fardiaz dkk., 1999). benchmark survey didasarkan pada hasil surpervisi unops. survey dilakukan dengan kuesioner terstruktur dan semi struktur. pengumpulan data primer di tingkat petani maupun informan kunci dilakukan dengan wawancara yang mencakup berikut ini. 1. sumber daya yang ada; 2. penggunaan sumber daya; 3. rumah tangga; 4. sasaran dan keinginan (di) rumah tangga petani; 5. komunitas; 6. dukungan kelembagaan; 7. masalah dan kendala; 8. kesempatan untuk perbaikan/pengembangan. ii. lokasi penelitian lokasi proyek meliputi propinsi sulawesi utara (kabupaten minahasa, bolaang mongondow), propinsi gorontalo (kabupaten gorontalo dan bualerno), propinsi sulawesi selatan (kabupaten bulukumba, polmas, mamuju, luwu, dan luwu utara). iii. klasifikasi dampak proyek klasifikasi dampak proyek berdasar rekomendasi hasil supervisi unops yang meliputi peningkatan gizi dan ketahanan pangan, peranan wanita tani, pendapatan keluarga tani, hasil pelatihan, dan pengaruh desentralisasi dari hasil pelaksanaan proyek iv. penarikan contoh dan metode analisis penarikan contoh acak lengkap berdasar klasifikasi dampak dan target group maka system stratified purposive random sampling akan dilakukan. stratifikasi berdasar target group penerima proyek dan tidak penerima proyek, petani, wanita tani, staf proyek (untuk dampak pelatihan) staf di dalam dan di luar proyek (untuk dampak desentralisasi), dan stratifikasi berdasar lokasi. secara skematis pelaksanaan survei di tingkat propinsi, kabupaten dan di desa lokasi usaha tani digambarkan dalam bagan 1 berikut. 165evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) tahap konfirmasi dan penyimpulan i. nasional tahap pengumpulan data ii. propinsi 1. data sekunder 2. data primer 3. data kepustakaan desentralisasai versi terhadap proyek hasil pelatihan propinsi proyek iii. kabupaten – staf proyek 1. data sekunder 2. data primer 3. kepustakaan desentralisasai versi terhadap proyek hasil pelatihan personil organisasi proyek perkembanagn proyek kabupaten lokasi proyek iv. kecamatan pemilihan kecamatan v. desa pemilihan desa vi. responden petani sampel data primer pendapatan petani-pola menabung peningkatan gizi dan ketahanan pengan peranan jender pemasaran produk pemanfaatan ternak dan kompos hasil pelatihan perkreditan ternak pemilihan petani sampel bagan 1 prosedur survei evaluasi dampak proyek secara struktur hierarkis di propinsi sulawesi utara, gorontalo, dan sulawesi selatan journal the winners, vol. 3 no. 2, september 2002: 161-187 166 survei dilakukan dengan kuesioner terstruktur dan semi-struktur. pengumpulan data primer di tingkat petani maupun informan kunci dilakukan dengan wawancara yang mencakup (1) karakteristik rumah tangga tani; (2) struktur penguasaan lahan; (3) struktur pendapatan; (4) struktur pengeluaran; (5) tingkat penerapan teknologi dan struktur ongkos; (6) persepsi petani; dan (7) kendala. jumlah responden mencapai 162 yang terbagi atas wanita tani 27, petani 63, staf proyek 18, dan staf diluar proyek 18, dan respoden di luar proyek sebanyak 36 orang. di samping itu, dilakukan wawancara kepada kelompok tani, kelompok petani putkati, dan kelompok wanita tani/arisan/simpan pinjam. metode analisis yang digunakan adalah analisis before dan after proyek, yang didasarkan pada rekomendasi hasil supervisi unops. analisis deskriptif dan tabulasi silang digunakan untuk memperoleh informasi yang komprehensif tentang data hasil evaluasi dampak proyek. analisis finansial digunakan untuk membangun struktur usaha tani beberapa komoditas unggulan. untuk mengukur indikator dampak digunakan analisis regresi multifaktor dan pembanding antara data dasar dan data akhir proyek, data di dalam proyek, dan di luar proyek. indikator pendapatan petani diukur melalui analisis usaha tani. adapun analisis regresi terinci sebagai berikut. data yang dikumpulkan adalah data time series (sebelum dan sesudah proyek) dan cross section (antara lokasi). dari hasil analisis data dan survei lapang ternyata variabel y dan x1 perlu determinasi lebih lanjut sehingga fungsi regresi terobah sebagai berikut. pakhir = ao + a1pawal + a2pter + a3 wanita + a4 latihan + a5 gizi + a6 kredit + a7 desent + μ pakhir = pendapatan akhir petani setelah mendapatkan paket agroinput (rp.000,-) (ex-post analisis) pawal = pendapatan petani sebelum mendapatkan agro-input (rp.000,-) (ex-ante analisis). pter = pendapatan usaha ternak dari hasil pengelolaan paket proyek (rp.000,-) wanita = dampak peranan wanita petani proyek (hasil scoring) latihan = dampak pelatihan yang diberikan pada petani proyek (hasil scoring) gizi = dampak perubahan gizi petani proyek (hasil scoring) kredit = akses pengembalian kredit sesuai rekomendasi (hasil scoring) dan, desent = pengaruh desentralisasi (peubah dummy dimana 0 = lokasi yang belum aktif dalam pengelolaan proyek, 167evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) dan 1 = lokasi yang telah aktif dalam pengelolaan proyek) ao = intersep a1, a2, a3,a4,a5, a6, a7 = parameter estimasi μ = peubah pengganggu v. organisasi pelaporan pada kegiatan ini, sistem pelaporannya terdiri dari berikut ini. 1. pembuatan proposal; 2. pembuatan kuesioner; 3. uji coba kuesioner; 4. menentukan kerangka dan pengambilan contoh; 5. survei; 6. data entry dan analisis; 7. seminar; dan 8. penulisan laporan akhir. hasil dan pembahasan i. karakteristik petani proyek putkati di lokasi pengembangan karakteristik petani dapat digunakan sebagai indikator dalam untuk menggambarkan sejauh mana petani tersebut ikut berpartisipasi di dalam kegiatan proyek putkati dan sejauh mana tingkat keberhasilan dalam pengelolaan proyek yang direkomendasikan. tabel 1 karakteristik petani peserta proyek putkati di propinsi sulawesi utara, gorontalo, dan sulawesi selatan peubah sulawesi utara gorontalo sulawesi selatan jumlah anggota keluarga (jiwa) pengalaman usaha ternak (tahun) pekerjaan pokok (persen) petani penggarap pedagang buruh tani pejerjaan sambilan (persen) pedagang buruh tani lainnya 3.38 1.70 92 8 23.07 15.30 4.28 6.00 100 14.28 28.57 4.20 4.42 80.00 8.50 11.5 17.14 8.5 14.5 journal the winners, vol. 3 no. 2, september 2002: 161-187 168 ii. penguasaan sumber daya lahan yang dimiliki peserta proyek lahan merupakan faktor penting (asset) dalam kegiatan/aktivitas penduduk pedesaan khususnya kaitannya dalam mendukung ekonomi penduduk di pedesaan. secara rinci penguasaan sumber daya lahan yang dimiliki petrani peserta proyek digambarkan dalam tabel 2 berikut. tabel 2 penguasaan sumber daya lahan yang dimiliki petani proyek putkati di propinsi sulawesi utara, gorontalo, dan sulawesi selatan (m2) propinsi sulawesi utara gorontalo sulawesi selatan peubah 01 02 rataan 03 04 rataan 05 06 07 08 09 rataan sawah % tegalan % pekarangan % kebunrumput % 8.000 (100) 750 (50) 5.000 (16 7.142 (85) 7.140 (100) 834 (71) 3.845 (42.5) 7.536 (100) 795 (60.5) 230 (8) 4.000 (43) 10.700 (71) 2.622 (100) 1.225 (29) 11.428 (100) 3.461 (57) 2.000 (21.5) 11.064 (85.5) 3.041 (78.5) 612 (14.5) 1.000 (28) 13.857 (100) 3.461 (57) 4.250 (28) 18.335 (86) 700 (43) 12.500 (100) 2.500 (100) 9.714 (100) 3.330 (86) 1.366 (43) 6.785 (100) 4.071 (100) 2.633 (86) 4.349 (51.2) 10.418 (94.14) 2.132 (65.8) total 9.250 15.116 12.406 18.547 14.889 16.717 18.318 23.285 15.000 14.410 13.489 16.899 keterangan : 01 = kabupaten minahasa 03 = kabupaten boalemo 05 = kabupaten bulukumba 02 = kabupaten b. mongondow 04 = kabupaten gorontalo 06 = kabupaten polmas 07 = kabupaten mamuju 08 = kabupaten luwu 09 = kab. luwu utara iii. perkembangan komoditas ternak oleh peserta proyek putkati inventarisasi sumber daya ternak pada petani peserta proyek dapat digunakan untuk memperhitungkan perkembangan ternak yang dipelihara selama paket proyek tersebut direalisasikan yang sangat tergantung pada lamanya keikutsertaan dalam proyek tersebut, seperti terlihat pada tabel 3 berikut. tabel 3 penguasaan sumber daya ternak proyek putkati di propinsi sulawesi utara, gorontalo, dan sulawesi selatan propinsi sulawesi utara gorontalo sulawesi selatan uraian /lokasi 01 02 rataan 03 04 rataan 05 06 07 08 09 rataan keterlibatan proyek (tahun) 2 4 4 3 4 2 3 2 2 169evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) tabel 3 penguasaan sumber daya ternak proyek putkati di propinsi sulawesi utara, gorontalo, dan sulawesi selatan (lanjutan) jantan dws betina dws jantan md betina md jantan ank betina ank 0.33 1.16 0.33 0.66 0.28 1.42 0.28 0.71 0.14 0.28 0.30 1.30 0.30 0.69 0.07 0.15 0.28 2.28 0.43 1.00 0.28 0.71 0.28 1.57 0.28 0.28 0.86 0.28 1.93 0.22 0.69 0.28 0.78 0.33 1.66 0.83 0.83 0.16 0.50 2.00 0.14 0.57 0.86 0.14 0.14 1.71 0.43 0.29 0.29 0.14 0.57 1.86 0.57 0.28 0.43 0.43 1.86 0.14 0.14 0.14 0.14 0.29 1.82 0.31 0.35 0.35 0.27 total 1.40 3.11 2.18 4.98 3.27 4.18 4.31 3.71 3.00 3.71 2.85 3.39 keterangan : 01 = kabupaten minahasa 06 = kab. polmas 02 = kabupaten b. mongondow 07 = kab. mamuju 03 = kabupaten boalemo 08 = kab. luwu 04 = kabupaten gorontalo 09 = kab. luwu utara 05 = kab. bulukumba iv. dampak ekonomi realisasi proyek putkati dalam menganalisis seberapa besar kontribusi ternak dalam perekonomian petani di pedesaan sebagai langkah program peningkatran pendapatan petani, pendapatan dilakukan melalui pendekatan analisis margin kotor. penggalian pendapatan petani baik petani peserta proyek maupun petani di luar proyek dikelompokan menjadi 3 komponen penyumbang pendapatan yang dinggap penting yakni, pendapatan usaha pertanian, usaha peternakan, dan usaha lain di luar usaha tani (dagang, buruh tani, dan pekerjaan lainnya). variasi sumber pendapatan petani tersebut sangat ditentukan oleh potensi suberdaya lahan, skala pemilikan lahan, serta komoditas unggulan yang diusahakan oleh petani. perhitungan penerimaan usaha peternakan dalam pengamatan itu diperhitungkan dari hasil penjualan ternak oleh petani maupun nilai ternak yang disetorkan kepada proyek yang diperhitungkan nilai saat terjadinya transaksi selama satu tahun terakhir. pada tabel 4 berikut disajikan daftar pendapatan kotor peserta proyek dan bukan peserta proyek di propinsi sulawesi utara, gorontalo, dan sulawesi selatan. journal the winners, vol. 3 no. 2, september 2002: 161-187 170 t ab el 4 p en da pa ta n k ot or p es er ta p ro ye k da n b uk an p es er ta p ro ye k di p ro pi ns i s ul aw es i u ta ra , g or on ta lo , d an s ul aw es i s el at an (r p0 00 ) k et er an ga n : 01 = k ab up at en m in ah as a 06 = k ab . p ol m as 02 = k ab up at en b . m on go nd ow 07 = k ab . m am uj u 03 = k ab up at en b oa le m o 08 = k ab . l uw u 04 = k ab up at en g or on ta lo 09 = k ab . l uw u u ta ra 05 = k ab . b ul uk um ba ( ) = m en ya ta ka n ni la i h ar ga te rn ak ( r p. 00 0) 171evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) v. peningkatan gizi rata-rata peliharaan ayam oleh petani pada lokasi sampel bervariasi antara < 10 ekor ( 40%) sampai lebih 30 ekor (11.6%) ayam dewasa. sisanya memelihara antara 10-30 ekor ayam dewasa (48.4%) sistem pemeliharaan umumnya dilepas (tanpa kandang) dinyatakan oleh 49.1% petani responden, sebagian lagi dilepas dan sore dikandangkan (29.8%), dan sekitar 8.7% selalu dikandangkan. di lokasi proyek telah dilakukan vaksinasi nd terhadap ayam buras milik petani yang dilakukan oleh petani sendiri (yang sudah dilatih) atau petugas. namun demikian, ada lokasi proyek yang tidak melakukan vaksinasi (salah satu lokasi sampel di gorontalo dan sulawesi selatan, masing-masing dinyatakan oleh 35.7% responden dan 62.5% responden). petani umumnya puas atau cukup puas dengan hasil vaksinasi dan sebagian kecil (9.3% responden) menyatakan tidak puas. peningkatan gizi dan ketahanan pangan didasarkan pada keberhasilan upaya penekanan angka kematian terhadap nd, dengan cara malakukan vaksinasi nd secara berkala dan dengan cara yang benar. peningkatan gizi keluarga itu bersumber dari dari produk pemeliharaan ayamnya (daging dan telur langsung) ataupun dari hasil penjualan ayam yang kemudian dibelanjakan untuk keperluan keluarga (tidak langsung). sebagian hasil pemeliharaan ayam dijual untuk memeperoleh uang tunai yang digunakan untuk keperluan sehari-hari (jumlah terbanyak menjual antara 25 %-75% dari hasil keturunannya dinyatakan oleh 48.8% petani responden). sisa yang tidak dijual digunakan untuk konsumsi (dinyatakan oleh 67.0% responden). dan sebagian untuk bibit pengembangan usaha ternak ayamnya (dinyatakan oleh 4.4% responden). sebagian terbesar responden (74.4%) menyatakan bahwa ayam bermanfaat untuk meningkatkan gizi keluarga. kelembagaan di luar proyek yang berperan dalam urusan peningkatan gizi keluarga adalah posyandu (dinyatakan oleh 64.4%) dan pkk (dinyatakan oleh 14.2%) memegang peranan dalam urusan peningkatan gizi keluarga. vi. peningkatan hasil pelatihan a. pelatihan ditingkat petani-peternak (1) relevansi pelatihan dengan tugas yang ditekuni. hasil pelatihan yang diterima menurut petani-peternak di propinsi sulut (100%) sudah relevan dengan tugas yang ditekuni dengan alasan 73% membantu usaha dan 82% sesuai dengan usaha yang ada/ditekuni. di propinsi gorontalo semua petani-peternak (100%) mengatakan pelatihan yang diterima sudah relevan dengan alasan 71% membantu usaha dan 21% sesuai dengan usaha yang ada. di propinsi sulsel mengatakan sudah relevan dengan alasan 73% membantu usaha dan 30% sesuai dengan usaha yang ada. dengan sudah relevannya materi pelatihan dengan tugas yang ditekuni petani maka dapat diharapkan program putkati berjalan mulus sesuai dengan rencana yang disepakati. (2) pemenuhan terhadap target yang ditetapkan proyek. hasil pelatihan yang diberikan menurut petani-peternak sulut 91% cukup dan 9% sangat memenuhi target yang direalisasikan dalam proyek dan 64% dengan alasan menambah ilmu dan 27% sesuai dengan yang ada. di gorontalo 64% mengatakan cukup dan 36% sangat memenuhi target yang direalisasikan dalam proyek dengan alasan 14% menambah ilmu, 14% masih perlu pelatihan ulang dan 29% telah sesuai dengan yang ada. di propinsi sulsel 72% cukup dan 21% sangat memenuhi target yang direalisasikan dalam proyek, dengan alasan 30% menambah ilmu, journal the winners, vol. 3 no. 2, september 2002: 161-187 172 27% sesuai dengan yang ada dan 15% walaupun mengatakan cukup namun masih perlu pelatihan lagi. (3) aplikasi pelatihan dalam membantu keberhasilan proyek. menurut petani-peternak di sulut 82% mengatakan cukup membantu dan 18% sangat membantu keberhasilan proyek. di gorontalo 43% mengatakan cukup dan 50% sangat membantu keberhasilan. di sulsel 64% mengatakan cukup dan 36% sangat membantu keberhasilan proyek. (4) penularan hasil pelatihan. petani-peternak di sulut 100% menularkan kepada petani-peternak tetangga.di gorontalo 86% menularkan ke petani-peternak tetangga dan petani lain, dan 14 mengatakan tidak tahu. di sulut 94% menularkan ke petani lain dan tetangga, dan 6% mengatakan tidak tahu. (5) adopsi dan aplikasi pelatihan oleh petani. petani di sulut 73% mengatakan cukup, 27% sangat dapat mengadopsi dengan alasan 73% petani membutuhkan, dan 36% karena petani umumnya anggota kelompok tani. petani di gorontalo 65% mengatakan cukup dan 35% sangat dapat mengadopsi dengan alasan semua petani sudah anggota kelompok tani dan membutuhkan. di sulsel 12% mengatakan cukup dapat dan 88% sangat dapat mengadopsi dengan alasan hampir semua petani anggota kelompok dan membutuhkan. (6) apakah latihan perlu dilanjutkan dengan tambahan materi yang lain. petani-peternak sulut 73% mengatakan ya dengan alasan perlu diadakan pelatihan ib pada sapi, 27% mengatakan tidak tahu. di gorontalo 86% ya dengan alasan perlu adanya pelatihan ib pada sapi dan 14% tidak tahu. di sulsel 76% mengatakan ya dengan alasan diadakan pelatihan ib dan 15% tidak tahu. b. pelatihan ditingkat staf proyek (1) jenis pelatihan yang telah diadakan. jenis pelatihan 12% komputer, 82% pelatihan pra, 18% pelatihan ib, 6% pelatihan keswan, dan 12% pelatihan agrobisnis. (2) relevansi dengan tugas. pelatihan 45% dikatakan sudah relevan dengan yang dibutuhkan petani, 47% sesuai dengan tugas satgas di lapangan. (3) pemenuhan terhadap target yang ditetapkan proyek. hasil pelatihan 59% cukup memenuhi target, 29% sangat memenuhi target yang direalisasikan dalam proyek, sedangkan 12% mengatakan masih kurang dan perlu pelatihan kembali. beberapa alasan yang dikemukan anatara lain materi sudah sesuai dengan rencana proyek, dapat meningkatkan penghidupan petani, memudahkan tugas di lapangan namun belum dapat diterapkan seluruhnya dan masih perlu ditingkatkan serta perlu ada pelatihan kembali. (4) pengaplikasian untuk keberhasilan proyek. hasil pelatihan 29% mengatakan sudah cukup membantu dan 71% sangat membantu keberhasilan proyek. beberapa alasan yang dikemukakan antara lain membantu kelancaran proyek dan pelaksanaan petugas, meningkatkan partisipasi petani dan memdorong pemberdayaan, membantu pembinaan dan meningkatkan pengetahuan petani. 173evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) (5) dampak pelatihan terhadap peningkatan profesi dalam promosi jabatan. responden 29% mengatakan ya, 29% tidak, dan 41% tidak menjawab. responden mengatakan ya dengan alasan antara lain dapat mengembangkan karier, sebagai satgas harus mempertahankan nama, memudahkan pelaksanaan di lapangan. responden mengatakan tidak dengan alasan karena tidak dinilai yang diperhatikan kepangkatan, tidak ada hubungan dan tidak ada kaitannya dengan jabatan. (6) penularan hasil pelatihan kepada staf. responden 58% mengatakan ya dan 42% mengatakan tidak. responden mengatakan ya alasannya perlu disosialisasikan, bermanfaat bagi semua, lebih cepat mengaplikasikan di lapangan, membantu pembinaan, dan bagi staf dapat mengembangkan hasil pelatihan. (7) apakah petani dapat mengadopsi dan mengaplikasikan hasil pelatihan. sebanyak 18% mengatakan kurang dengan alasan perlu binaan karena pendidikan petani kurang dan sdm petani minim, 82% mengatakan cukup atau lebih dari cukup dengan alasan petani setelah menerima teori selalu diaplikasikan di lapangan, materinya fleksibel, teori yang diterima mudah dimengerti untuk diaplikasikan, pelatihan yang diterima berhubungan dengan kegiatan petani sehari-hari. (8) bagaimana sebaiknya disiapkan program pelatihan proyek untuk waktu mendatang. jawaban yang diberikan antara lain, yaitu perlu pelatihan pengembangan masyarakat yang merupakan dasar penguatan kelompok, pembentukan tim kerja kelompok karena kesadaran petani masih kurang, pemberdayaan kelompok tani agar dapat mencapai sasaran proyek, penataan administrasi kelompok agar petani tahu perkembangannya, pelatihan ib dan keswan bagi satgas untuk meningkatkan populasi dan kesehatan ternak. vii. pengaruh desentralisasi terbitnya uu no.22/1999 tentang pemerintahan daerah dan uu no.25/1999 tentang perimbangan keuangan pusat dan daerah merupakan gagasan yang inovatif dalam manajemen dan politik pembangunan nasional. kebijakan tersebut secara substantif memberikan kewenangan kontrol dan distribusi kekuatan politik sebagai refleksi kebutuhan demokratisasi yang lebih luas kepada daerah. penyelenggaraan otonomi daerah ditempuh melalui pola penyerahan urusan secara total, bulat, utuh, dan menyeluruh, kecuali atas hubungan luar negeri, pertahanan keamanan, peradilan, moneter, dan agama (nurbaya, 1999). pemerintah daerah memiliki keleluasaan yang lebih luas dalam penanganan urusan pemerintah ditingkat lokal, penyelesaian permasalahan daerah, dan dapat lebih kreatif menggali dan mengembangkan potensi daerah untuk kesejahteraan masyarakatnya. dari hasil wawancara dengan bappeda, pemda, dinas, dan proyek, mereka menyatakan terdapat 3 (tiga) alternatif hubungan antara pelaksanaan desentralisasi dengan pelaksaan putkati. alternatif pertama. sebaiknya putkati (hampir 60 % dari responden) masih ditangani sepenuhnya oleh pusat mengingat hal berikut. 1. dukungan dana dari pemda masih sangat terbatas; 2. dukungan sumber daya manusia yang cukup andal masih terbatas; 3. dukungan teknologi dan sarana serta prasarana pengembangan masih terbatas; 4. lingkungan strategis antar daerah dan daerah dan pusat masih belum kondusif; journal the winners, vol. 3 no. 2, september 2002: 161-187 174 5. program dan kegiatan putkati masih belum selesai dan perlu sekali dilanjutkan. bahkan justru ditindak lanjuti baik oleh pemda, swasta, dan para petani. apabila alternatif itu yang diambil maka diperlukan adanya perbaikan antara lain sebagai berikut. 1. penentuan jenis ternak dan komoditas terpadu harus disesuaikan dengan keinginan daerah dan petani, agroekologi, kemampuan petani, dan pasar. 2. kriteria petani penerima bantuan harus jelas dan berdasar atas kriteria daerah. 3. adanya keterbukaan antara pusat dan daerah. 4. pemberian informasi dan sosialisasi kegiatan dan pemecahan masalah harus lengkap dan jelas serta transparan. 5. koordinasi vertikal dan horisontal perlu sering diadakan sesuai kebutuhan. 6. sistem perencanaan proyek harus disesuaikan dengan kebutuhan petani. 7. sebaiknya pemda terlibat langsung dalam proses redistribusi ternak ke penggaduh yang baru. alternatif kedua. hal yang dipilih oleh para responden adalah putkati diserahkan sepenuhnya diserahkan ke pemda, dengan alasan antara lain sebagai berikut. 1. sesuai dengan pelaksanaan uu no.22/1999 dan no.25/1999. 2. bupati bertanggung jawab langsung terhadap pelaksanaan program dan kegiatan putkati meskipun begitu, putkati dilaksanakan dengan beberapa perobahan/perbaikan antara lain sebagai berikut. 1. aturan pembagian hasil antara pusat dan daerah. 2. hasil penjualan ternak redistribusi harus disetor ke pemda tk.ii. 3. pemda harus menyediakan anggaran operasi dan pemeliharaan prasarana dan sarana yang telah dan yang akan dibangun. 4. struktur tim pemandu kabupaten lebih baik ditentukan oleh daerah. 5. perlu disediakan dana khusus untuk aparat kecamatan ( camat, kapolsek, koramil, dan instansi terkait). 6. menggunakan tenaga ppl untuk satgas sebagai alternatif ketiga. para responden memberikan pilihan agar sebagian program dan pekerjaan putkati diserahkan kepada daerah dengan dalih berikut. 1. pelaksanaan uu no.22 dan 25 /1999 dengan kemampuan keuangan dan sdm dari pemda yang masih terbatas. 2. bupati bertanggung jawab langsung terhadap pelaksanaan putkati. 3. bottom-up planning dan full participatory approach dapat lebih dilaksanakan. 4. forum komunikasi perlu dimanfaatkan secara maksimal. 5. koordinasi proyek dapat dilaksanakan lebih baik. 6. keterbukaan antara pusat dan daerah dapat lebih berjalan dengan baik dan tidak langsung mementingkan diri sendiri. 7. kebutuhan dana, sdm, teknologi masih dapat disupport dari pusat. 8. kebutuhan dan keinginan daerah dapat lebih terakomodasi 175evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) pengaruh kredit i. perkreditan “in kind” dalam rencana pelaksanaan proyek putkati yang dikeluarkan bulan juni 1996 oleh direktorat jenderal bina produksi peternakan, departemen pertanian, kredit ternak ditetapkan sebagai berikut. 1. ternak sapi setiap petani akan memeperoleh 2 ekor ternak betina dewasa dan siap kawin (umur 15-18 bulan). setiap 5 orang petani akan memperoleh satu ekor pejantan sehingga rasio pejantan dengan betina adalah 1:10. persyaratan teknis sapi bali dan sapi bali mengacu pada petunjuk teknis yang ditetapkan oleh dirjan bina produksi peternakan. secara umum, pola kredit yang dilaksanakan adalah sumba kontrak (credit in kind) yang setiap ekor ternak yang diterima petani akan mengembalikan dua ekor anak keturunannya pada umur yang sama (15-18 bulan) dalam jangka waktu 7 tahun. petani yang menerima 2 ekor sapi betina akan mengembalikan 4 ekor anak turunan sedang petani yang menerima 2 ekor sapi betina 1 ekor pejantan akan mengembalikan 5 ekor anak turunan dalam jangka waktu 7 tahun. untuk meningkatkan skala usaha tani ternak, dilakukan penjadualan pengembalian (repayment) oleh petani. anak turunan pertama ditunda pengembaliannya kepada proyek dan anak keturunan betina dipelihara sebagai induk dan yang anakan dapat dijual oleh petani untuk pendapatan petani. melalui pola kredit tersebut diharapkan petani akan dapat melunasi kredit mereka pada akhir tahun ke 6 atau awal tahun ketujuh 2. ternak kambing setiap petani memperoleh 2 ekor kambing betina dewasa dan siap kawin (umur 12-15 bulan). setiap 5 petani akan menerima satu ekor pejantan sehingga rasio pejantan dengan betina adalah 1:10. persyaratan teknis kambing yang disebarkan mengacu kepada petunjuk teknis dirjen bina produksi peternakan. pola kredit yang dilaksanakan adalah sumba kontrak (credit in kind) dan petani akan mengembalikan 2 ekor anak turunan pada umur yang sama terhadap penerimaan satu ekor ternak betina dewasa dalam jangka waktu 3 tahun. petani yang menerima 2 ekor kambing betina akan mengembalikan 4 ekor anak turunan pada umur yang sama sedang petani penerima 2 ekor betina dan satu ekor pejantan akan mengembalikan 5 ekor anak turunan dalam jangka waktu 3 tahun. melalui pola kredit tersebut, diharapkan petani dapat melunasi kredit ternak pada akhir tahun ketiga. untuk meningkatkan skala usaha tani ternak, pengembalian (repayment) pertama dapat ditunda dan ternak betina terus dipelihara sebagai ternak induk sedang ternak jantan dijual sebagai pendapatan petani. ii. realisasi pembayaran kembali (repayment) supervision report unops (22 june-9 july 2001) menyebutkan bahwa proyek agaknya tidak terarah dalam pembayaran kredit ternak. sebagaimana dicantumkan dalam kontrak dengan peserta proyek pembayaran kembali seharusnya terjadi sebelum akhir dari tahun keempat proyek journal the winners, vol. 3 no. 2, september 2002: 161-187 176 (tahun 2000). sebagaimana dituangkan dalam rencana pelaksanaan proyek maka rincian “repayment” sebagai berikut. 1. untuk kredit sapi peserta proyek yang menerima 2 sapi betina dan sekor pejantan akan mengembalikan 5 ekor anak sapi keturunan sekurang-kurangnya berumur 18 bulan pada tahun 2000-2003. peserta yang menerima 2 sapi betina mengembalikan kredit berupa 4 anak sapi keturunan umur 18 bulan pada tahun 2000-2003. 2. untuk kredit kambing peserta proyek yang menerima 2 kambing betina dan seekor pejantan akan mengembalikan 5 ekor anak kambing sekurang-kurangnya berumur 15 bulan pada waktu 3 tahun. peserta yang menerima 2 kambing betina mengembalikan kredit berupa 4 anak kambing keturunan umur 15 bulan pada waktu 3 tahun. data pada proyek putkati mengenai perkembangan setoran ternak disajikan dalam tabel 5 berikut. tabel 5 rekapitulasi perkembangan setoran ternak proyek putkati s.d. oktober 2001 no. propinsi/ kabupaten jenis ternak ras realisasi i sulawesi utara redistribusi penjualan jantan betina jumlah jantan betina jumlah nilai (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) 1. bulukumba sapi kambing bali pe 32 4 106 14 138 18 0 0 0 0 0 0 0 0 sub total 36 120 156 0 0 0 0 2. polmas sapi kambing bali pe 0 14 0 113 0 127 0 0 0 0 0 0 0 0 sub-total 14 113 127 0 0 0 0 3. luwu sapi kambing bali pe 64 38 144 362 208 400 5 83 4 0 9 83 5,597,600 10,696,600 sub-total 102 506 608 88 4 92 16,194,000 4. mamuju sapi kambing bali pe 6 8 70 22 76 30 0 0 0 0 0 0 0 0 sub-total 14 92 106 0 0 0 0 ii. sulawesi utara 5. minahasa sapi kambing bali pe 0 0 0 0 0 0 0 0 0 0 0 0 0 0 6. bolaang mongondo w sapi kambing bali pe 0 0 0 0 0 0 0 0 0 0 0 0 0 0 subtotal 0 0 0 0 0 0 0 7. goreontalo sapi kambing bali pe 102 0 194 0 296 0 0 0 0 0 0 0 0 0 tabel 5 rekapitulasi perkembangan setoran ternak 177evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) proyek putkati s.d. oktober 2001 (lanjutan) sub total 102 194 296 0 0 0 0 total 268 1025 1293 88 4 92 16,194,000 sumber data: laporan proyek putkati (oktober 2001) iii. pemasaran ternak survei pemasaran itu diarahkan untuk mengetahui lebih jauh kelembagaan pemasaran ternak yang ada di masing-masimg desa lokasi proyek seta prospek pengembangannya untuk waktu mendatang. survei dilakukan di 9 lokasi proyek dengan cara pengumpulan data primer dari responden di tingkat pedesaan. hasil survei di lokasi ini disajikan dalam table 6 berikut. tabel 6 data pemasaran ternak di lokasi proyek putkati no. uraian sulawesi utara gorontalo sulawesi selatan (1) (2) (3) (4) (5) 1. keberadaan pasar hewan di kecamatan ada 46.2 71.4 0 tidak ada 53.8 14.3 78.8 tidak tahu 0 14.3 21.2 2. jarak pasar hewan terdekat > 10 km 46.2 28.5 51.5 5-10 km 23.1 42.9 9.1 < 5 km 0 28.6 40.4 3. setelah lunas ada rencana dijual tidak dijual 15.4 7.1 9.1 dijual 84.6 35.7 54.5 tidak tahu 0 57.2 36.4 alasan supaya tidak repot 15.4 14.3 21.2 tambah penghasilan 38.5 7.1 18.2 akan dikembangkan 15.4 7.1 6.1 perlu mendesak 7.7 0 0 tergantung kebutuhan 0 35.7 15.2 4. kemana akan dijual tengkulak 76.9 46.7 87.8 tetangga 0 6.6 9.1 tabel 6 data pemasaran ternak di lokasi proyek putkati (lanjutan) journal the winners, vol. 3 no. 2, september 2002: 161-187 178 pasar hewan 15.4 46.7 0 alasan belum pernah jual 7.7 0 0 harga lebih baik 7.7 6.6 9.1 lebih mudah , dibayar tunai 61.5 21.4 69.7 5. penggunaan uang hasil penjualan pendidikan 7.6 35.7 36.4 usaha tani 38.5 42.8 36.4 keperluan rumah tangga 46.2 50.0 51.5 beli tanah 0 14.3 0 beli ternak 0 14.3 0 6. saran untuk pemasaran dibangun pasar hewan 100 100 100 belum tahu 0 21.4 0 sampai saat ini telah cukup banyak ternak yang dijual (supervision mission june-july 2001). di samping itu, menurut hasil survei lapangan sebagian besar peternak responden akan menjual ternaknya setelah lunas. dengan alasan lebih mudah dan mendapatkan uang tunai, peternak lebih menyukai menjual ternaknya kepada tengkulak. hal lain yang medorong penjualan ke tengkulak adalah keberadaan pasar hewan yang jauh lokasinya (> 10 km). di samping itu, risiko tidak laku dipasar hewan menjadi pertimbngan pula bagi petani untuk memilih menjual lewat tengkulak. hasil penjualan ternak sapi pada umumnya digunakan untuk memperoleh uang tunai guna memenuhi kebutuhan rumah tangga (menigkatkan pendapatan). beberapa responden menyatakan hasil penjualan ternak untuk keperluan pengembangan usaha tani, pendidikan, beli tanah, ataupun beli ternak. masalah keinginan peserta proyek untuk menjual ternaknya setelah lunas perlu diwaspadai dan perlu diupayakan langkah pengamannya sehingga dampak positif proyek tidak hilang demikian saja. masalah ”sustainability proyek” perlu digali di lapangan dengan mengidentifikasikan potensi yang ada yang telah dicapai oleh petani, kelompok, desa, dan selanjutnya mengembangkan sda dan sdm yang ada tersebut ke tingkat pengembangan berikutnya (misalnya, pengembangan usaha bersama dengan maksud meningkatkan skala usaha dengan pendekatan agrobisnis). iv. peranan lembaga keuangan pedesaan sejauh ini, di lokasi proyek putkati hanya terdapat satu sistem perkreditan, yaitu perkreditan yang dilaksanakan oleh proyek berupa “credit in kind”. sistem perkreditan dan pola komponren paket (2 betina, serta 2 betina +1 pejantan untuk setiap 5 peseta kredit) cukup layak bagi petani kecil yang dilihat dari aspek kemapuan permodalan usaha digolongkan “golongan ekonomi lemah” . kredit itu diberikan tanpa agunan serta disertai bimbingan teknis kepada penerima paket kredit, pemantapan dan pengembangan peranan kelompok dalam berproduksi dan memasarkan produk. 179evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) dari hasil wawancara dengan peserta proyek yang diadakan di 3 propinsi mengungkapkan bahwa petani lebih menginginkan “credit in kind”, hanya beberapa peatani di lokasi sampel di gorontalo yang menyatakan kemungkinan pengembalian “finansial” (dinyatakan oleh 7.1% responden). selanjutnya, survei lapangan yang dilakukan di 9 (sembilan) lokasi proyek menunjukkan bahwa sampai saat ini belum ada lembaga keuangan desa ( bri unit desa ataupun koperasi) yang berkembang baik. dengan demikian, urusan yang berkaitan dengan sistem perkreditan lain selain sistem gaduhan/ “credit in kind” ( yaitu, kredit semi gaduhan/ “modified in kind” ataupun kredit finansial) belum ada lembaga yang dapat mengelolanya. belum semua kelompok petani dapat berperanan penuh pada pengelolaan kredit ternak. peranannya dalam sistem perkreditan ternak masih sangat minim, kalau tidak dikatakan tidak ada. sejauh ini, di desa lokasi proyek putkati belum ada ataupun belum berkembang lembaga keungan pedesaan. pada perkembangan selanjutnya, yaitu pada saat usaha tani terpadu sebagaimana dirancang proyek ini telah berhasil dengan baik, pada saat akan mengembangkan usaha tani dengan pendekatan asgribis, kiranya keberadaan dan peranan lembaga keuangan desa perlu digali dan dicari jalan untuk mengembangkannya karena peluang untuk itu telah memungkinkan. dengan adanya lembaga tersebut, sistem perkreditan semi gaduhan (“modified in kind”) dan sistem kredit finansial (yang lazim disalurkan sebagai kredit usaha melalui jalur perbankan) dapat merupakan pilihan alternatif untuk perluasan “coverage” penyebaran ternak. analisis dampak kegiatan proyek putkati dalam menganalisis dampak proyek putkati dilakukan dengan analisis regresi multifaktor dengan mempertimbangkan data “ex-ante dan ex-post analisis” terhadap petani yang terlibat dalam proyek tersebut yang berpatokan pada peningkatan total pendapatan keluarga petani proyek sebelum dan sesudah mengelola paket proyek (agro-input). karena data ex-ante usaha tani sulit didapatkan akibat kurangnya data perencanaan dalam kegiatan proyek, data tersebut diambil (diwakili) oleh data peternak nonproyek yang diasumsikan bahwa informasi tersebut dapat mewakili data awal petani proyek sebelum dilakukan implementasi paket proyek yang direkomendasikan. persamaan yang direkomendasikan sebagai berikut. pakhir = ao + a1pawal + a2pter + a3 wanita + a4 latihan + a5 gizi + a6 kredit + a7 desent + μ pakhir = pendapatan akhir petani setelah mendapatkan paket agroinput (rp.000,-) (ex-post analisis) pawal = pendapatan petani sebelum mendapatkan agro-input (rp.000,-) (ex-ante analisis). pter = pendapatan usaha ternak dari hasil pengelolaan paket proyek (rp.000,-) wanita = dampak peranan wanita petani proyek (hasil scoring) latihan = dampak pelatihan yang diberikan pada petani proyek (hasil scoring) gizi = dampak perubahan gizi petani proyek (hasil scoring) kredit = akses pengembalian kredit sesuai rekomendasi (hasil scoring) dan, desent = pengaruh desentralisasi (peubah dummy 0=lokasi yang belum aktif dalam pengelolaan proyek, journal the winners, vol. 3 no. 2, september 2002: 161-187 180 dan 1 = lokasi yang telah aktif dalam pengelolaan proyek) ao = intersep a1, a2, a3,a4,a5, a6, a7 = parameter estimasi μ = peubah pengganggu dalam analisis pendapatan tersebut, pendapatan petani diperhitungkan dengan pendekatan analisis margin kotor (gross margin analysis) yang dikelompokkan dalam pendapatan usaha ternak yang dipandang merupakan paket proyek utama (ternak sapi), serta total pendapatan yang merupakan gabungan pendapatan dari pendapatan usaha pertanian, usaha ternak dan usaha di luar usaha tani (non farm income). pendapatan usaha ternak diperhitungkan dari hasil penjualan ternak, maupun nilai jual ternak yang telah disetorkan oleh petani yang dinilai pada saat transksi terjadi. peranan wanita dalam menunjang usaha keluarga, dampak pelatihan, peningatan gizi keluarga dan perkreditan dilakukan penilain (scoring) dari hasil wawancara terhadap petani dengan nilai maksimal adalah 100 dan minimal adalah 0. pengaruh desentralisasi dalam analisis ini dinyatakan sebagai “dummy variable” dan nilai 0 adalah dinyatakan sebagai wilayah yang belum terlibat langsung dalam kegiatan proyek putkati sedangkan nilai 1 adalah lokasi yang telah ikut aktif dalam kegiatan proyek dengan asumsi bahwa lokasi tersebut telah aktif dalam pelaksanaan program desentralisasi. hasil analisis (tabel 1) menunjukkan bahwa nilai koefisien detereminasi (r2) dalam persamaan yang dibentuk sebesar 0.70. hal tersebut menunjukkan bahwa 70 persen peubah bebas (independent variable) yang dimasukkan dalam model tersebut mampu menjelaskan peubah tidak bebas (dependent variable) dalam persamaan yang dibentuk sedangkan 30 persen lainnya dipengaruhi oleh faktor lain di luar model persamaan. terlihat bahwa pendapatan petani sebelum mendapatkan paket proyek (agro input) yang diistribusikan sangat nyata (p<0.01) berpengaruh positif terhadap total pendapatan akhir petani setelah mendapatkan sarana agro input yang direalisasikan dalam proyek putkati. kondisi demikian berarti dengan meningkatnya pendapatan petani sebelum mendapatkan sarana agro-input akan meningatkan pula pemdapatan akhir setelah petani mengelola sarana agro-input yang direalisasikan dalam proyek tersebut. hal tersebut menunjukkan bahwa pengamatan ekonomi pada kondisi ex-ante analisis cukup berperan dalam menunjnag pendapatan akhir petani proyek. pendapatan tersebut tercermin dari besarnya aktivitas dalam usaha tani maupun pendapatan di luar usaha pertanian (nonfarm income) yang cukup potensial di semua lokasi proyek diantaranya adalah usaha buruh tani, sebagai pedagang, dan usaha lainnya. potensi sumber daya lahan yang menjadikan syarat dalam realisasi proyek (pemilihan kooperator) yang cukup potensial dalam menunjang pendapatan petani di lapangan. dicerminkan pula dari hasil pengelompokan pendapatan kotor petani yang cukup dominan adalah pendapatan di luar usaha tani maupun usaha pertanian. pendapatan usaha pertanian yang sangat menonjol adalah usaha perkebunan yakni perkebunan coklat, selain hasil pertanaman komoditas padi dan palawija. sarana minimal pemilikan lahan pertanian yang dikuasai petani cukup memberikan gambaran penunjang pendapatan petani dan sekaligus juga sebagai sarana penunjang dalam pengembangan agro-input yang dikelola petani, khususnya dalam rangka peningkatan pendapatan petani. dampak paket proyek berupa paket ternak khususnya ternak sapi sangat mendukung petani dalam menunjang total pendapatan petani proyek. hal tersebut dapat ditunjukkan dari hasil analisis bahwa pendapatan usaha ternak nyata (p<0.10) berpengaruh positif terhadap total pendapatan petani proyek yang hal tersebut menunjukkan bahwa dengan meningkatnya 181evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) pendapatan usaha ternak maka akan meningkatkan pula total pendapatan petani proyek. peranan ternak sapi pada kondisi petani proyek cukup potensial dalam mendukung pendapatan karena disamping petani dapat memperoleh hasil dari penjualan ternak, juga dari upah tenaga kerja ternak yang dikelola sebagai sarana pengolah lahan pertanian maupun sebagai alat angkut (transportasi) yng merupakan tambahan pendapatan petani. pengaruh lokasi pengamatan, lamanya pengelolaan proyek serta bangsa sapi yang dikembangkan, sangat berpengaruh terhadap pendapatan usaha ternak. pada kondisi pengelolaan yang sudah sekitar 3 tahun lebih cenderung ternak sudah bereproduksi dengan baik sehingga ada kecenderungan petani telah mendapatkan hasil anak (pedet) dan telah banyak dilakukan penjualan maupun pengembalian sebagai redistribusi untuk dikembangkan ke peternak lain. pada wilayah yang memiliki kondisi agro-ekosistem yang mendukung dalam usaha ternak khususnya yang memiliki areal agro-ekosistem lahan persawahan, kondisi ternak yang dipelihara oleh petani dapat berkembang lebih bagus dibanding dengan lokasi lain yang kondisi agro-ekosistem lahan tegalan. hal tersebut tidak terlepas dari daya dukung pakan yang cukup berperan dalam pengembangan usaha ternak, disampng kondisi sosial ekonomi masyarakat petani sendiri dan penduduk transmigran cenderung akan lebih berhasil dalam pengelolaan ternak dibanding penduduk lokal. bangsa ternak sapi yang didistribusikan juga cukup berperan dalam program pengembangan dan tingkat keberhasilan petani dalam pengelolaan paket proyek. sapi peranakan ongole (po) terlihat kurang berkembang dibandingkan bangsa sapi bali dan hal tersebut ditunjukkan adanya perkembangan eksterior ternak yang tampak kurus serta daya reproduksinya cenderung rendah. kondisi demikian tidak terlepas dari sifat ternak sapi po yang cenderung kurang berkembang pada kondisi pakan yang kurang mendukung sedangkan kondisi sebaliknya pada sapi bali yang relatif lebih tahan pada kondisi pakan yang kurang mendukung. tabel 7 hasil analisis faktor yang dianggap berpengaruh terhadap total pendapatan akhir petani proyek putkati keterangan : tn = tidak berbeda nyata, dalam taraf nyata 10 persen (p>0.10) n = berbeda nyata dalam taraf 10 persen (p<0.10) peranan wanita dalam hal pengelolaan paket proyek berpengaruh positif terhadap total pendapatan keluarga, walaupun tidak menunjukkan perbedaan nyata (p>0.10). hal tersebut peubah parameter dugaan prob> iti ket. intersep -26558 0.3044 tn pendapatan awal petani 0.8463 0.0018 n perdapatan usaha ternak 1.2244 0.0730 n peranan wanita 16.8377 0.4324 tn pelatihan -12.5063 0.9413 tn peningkatan gizi -37.9838 0.6011 tn perkreditan 391.7374 0.1224 tn desentralisasi -1680.0886 0.4112 tn koefisien determinasi (r2) 0.7007 journal the winners, vol. 3 no. 2, september 2002: 161-187 182 menunjukkan bahwa dengan direalisasikannya proyek maka peranan wanita akan mengalami peningatan khsususnya dalam pengelolaan paket usaha ternak sehingga akan meningkatkan pendapatan keluarga. program pelatihan yang di rekomendasikan dalam proyek juga akan berimbas kepada peranan istri petani sehingga akan lebih berperan dalam proses pengambilan keputusan dalam berusaha dan cenderung akan menambah aktivitas kerja yang berdampak pada peningkatan pendapatan keluarga. dengan semakin meningkatnya aktivitas suami dalam hal pengelolaan paket proyek, terdapat hal tertentu yang tidak dapat diselesaikan oleh suami dan hal tersebut akan mendorong pihak istri untuk lebih berperan aktif dalam menunjang aktivitas suami khususnya dalam hal pemberian pakan terhadap ternak maupun aktivitas lainnya di sektor pertanian. kenyataan menunjukkan bahwa dengan adanya paket proyek maka cenderung akan meningkatkan frekuensi aktivitas keluarga petani dan akan berdampak pula dalam distribusi pendapatan keluarga. dampak pelatihan tidak memberikan pengaruh yang signifikan (p>0.10) terhadap total pendapatan keluarga petani (dampak perkembangan proyek) bahkan hasil analisis menunjukkan hubungan yang negatif. dampak pelatihan memang kenyataan akan meningkatkan pengetahuan dalam hal sistem usaha pertanian yang direkomendasikan. akan tetapi, dalam paket proyek yang menonjol dan dengan cepat dirasakan dapat langsung menyumbangkan pendapatan adalah usaha ternak sapi sedangkan paket pelatihan tersebut adalah pelatihan pertanian secara umum. kondisi demikian kurang berpengaruh nyata terhadap peningkatan pendapatan petani. ditinjau dari persepsi petani dalam evaluasi pelatihan petani cukup responsif dan memperoleh dampak informasi tentang pengelolaan usaha pertanian tetapi tidak memberikan dampak langsung terhadap peningkatan pendapatan karena petani pada dasarnya sudah memiliki dasar pengetahuan tentang usaha tani yang berdampak langsung terhadap kelangsungan usaha keluarga. dampak pelatihan hanya memberikan rangsangan terhadap petani melalui adopsi teknologi yang diberikan dalam pelatihan tetapi kenyataan dalam praktek (action) petani sudah memiliki dasar tentang cara berusaha dalam pengelolaan sumber daya yang dimiliki. walaupun kondisinya demikian, dari pihak petani program pelatihan masih cukup diperlukan oleh petani sebagai ajang diskusi dalam hal pemecahan permasalahan usaha pertanian secara umum, serta sebagai wahana kerkomunikasi di samping refresing petani kibat kejenuhan dalam aktivitas rutin. dalam pengelolaan paket proyek secara umum ada kecenderungan dalam peningkatan gizi petani. hal tersebut ditunjukkan dalam analisis terdapat hubungan yang negatif (p>0.10) antara peningkatan gizi dengan peningkatan total pendapatan petani. kondisi demikian mencerminkan bahwa ada tambahan pendapatan yang dibelanjakan untuk keluarga dalam rekomendasi perbaikan gizi keluarga. dengan meningkatnya gizi keluarga maka akan menurunkan total income petani atau dengan kata lain terdapat sebagian pendapatan petani yang digunakan untuk menambah pengeluaran dalam perbaikan gizi keluarga dan hal tersebut karena sebagai akibat lebih meningkatnya total pendapatan keluarga petani sebagai dampak pengelolaan proyek tersebut. kenyataan di lapangan selain perbaikan gizi dari pengeluaran pendapatan petani, juga ada kecenderungan bahwa petani proyek banyak yang memelihara ternak ayam buras sebagai usaha sambilan penunjang gizi keluarga dibanding petani nonproyek. hasil usaha ternak ayam buras tersebut khususnya untuk dilakukan pemotongan sebagai konsumsi keluarga pada kondisi skala pemeliharaan yang relatif kecil tetapi dalam kondisi pemeliharaan induk di atas 10 ekor/petani ada kecenderungan untuk dilakukan penjualan dalam menambah pendapatan keluarga di samping sebagai penambah gizi keluarga, sebagai akibat adanya dukungan instansi secara tidak langsung 183evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) karena adanya aktivitas binaan proyek putkati di lokasi, seperti binaan vaksinasi ayam dan lain sebagainya. ditinjau dari sistem perkreditan yang ada di wilayah pengembangan proyek nampak belum menunjukkan perkembangan yang signifikan, hanya terbatas pada aktivitas arisan kelompok maupun sistem simpan pinjang yang dikelola oleh organisasi kelompok sesuai dengan keaktifan kelompok yang bersangkutan. akan tetapi, dilihat dari respon petani dalam pengembalian paket kredit cukup potensial dalam proses pengembalian sesuai dengan perjanjian yang telah disepakati antara pihak petani proyek dengan pihak pengelola proyek. hasil analisis menunjukan bahwa terdapat hubungan positif (p>0.10) antara respon petani terhadap realisasi pengembalian kredit dengan pendapatan patani pada akhir proyek. hal tersebut berarti semakin tinggi minat petani dalam palaksanaan pengembalian kredit maka semakin memacu pengelolaan agro-input sehingga akan memacu pendapatan keluarga petani. dapat digambarkan pada kondisi petani dan dibeberapa lokasi petani cenderung memacu pengembalian kredit atas hasil keturunan ternak yang dipelihara untuk cepat lunas kemudian baru hasil akhir setelah lunas adalah sepenuhnya hasil petani yang merupakan pendapatan yang oleh petani dinyatakan sebagai keuntungan akhir. dampak desentralisasi tidak menunjukkan signifikansi yang cukup berarti (p>0.10) yang bahkan memiliki hubungan negatif dengan total pendapatan petani pada akhir proyek. dalam pengelompokan variabel dummy dalam proses desentralisasi dibedakan dalam dua permasalahan yakni desentralisasi diartikan bahwa pemerintah daerah sudah terlibat langsung dalam kegiatan proyek putkati dan belum terlibat langsung. hasil analisis menunjukkan bahwa proses keterlibatan pemerintah daerah bahkan akan menurunkan tingkat pendapatan petani walaupun tidak menujukkan perbedaan yang nyata (p>0.10). hal demikian terdapat indikasi bahwa proses desentralisasi tidak banyak berdampak positif terhadap proses keberhasilan proyek tersebut, khususnya dilihat dari peningkatan pendapatan petani proyek. dalam kasus proses desentralisasi dalam realisasi keberlanjutan proyek putkati terdapat beberapa wilayah yang menyatakan bahwa pelaksanaan proyek tersebut sebaiknya ditangani oleh pihak pemerintah pusat. hal tersebut tidak terlepas dari sistem pembiayaan oleh pemerintah daerah yang masih belum siap karena keterbatasan anggaran yang dimiliki oleh pemerintah daerah. kondisi demikian masih perlu realisasi pemikiran jangka panjang tentang keberlanjutan proyek dimasa yang akan datang yang perlu dibahas oleh beberapa pihak penentu kebijakan khususnya dalam hal yang menyangkut proses pembiayaan proyek dan realisasi kebijakan “otonomi daerah” yang menyangkut kewenangan pemerintah pusat dan daerah. penutup simpulan 1. sumbangan usaha ternak bagi petani peserta proyek cukup banyak membantu pendapatan keluarga. tingkat pendapatan petani proyek tampak lebih tinggi dibanding petani bukan peserta proyek. hal tersebut terjadi pada lokasi wilayah yang pengelolaan usaha ternaknya cukup berhasil sehingga lebih berkesempatan dalam hal penjualan ternak hasil keturunannya yang cukup dominan dalam menyumbang pendapatan. journal the winners, vol. 3 no. 2, september 2002: 161-187 184 2. dampak proyek dalam pengembangan usaha ternak dapat dirasakan petani, selain dapat menikmati hasil penjualan ternak, petani juga dapat memanfaatkan tenaga dan pupuk kandang untuk melakukan efisiensi biaya produksi tanaman yang dibudidayakan. di lain pihak, pada kondisi wilayah tertentu ternak masih merupakan simbul status sosial di masyarakat. 3. perkembangan ternak tampak bervariasi diantara lokasi pengamatan dan di proipinsi sulawesi utara tampak kurang berhasil dibandingkan dengan propinsi gorontalo dan sulawesi selatan. hal tersebut ditunjukkan adanya peningkatan populasi yang kurang berkembang serta kemampuan petani yang kurang berminat tinggi dalam usaha. keberhasilan pengelolaan paket proyek ditunjukkan adanya tingginya penjualan ternak keturunannya maupun realisasi pengembalian ternak secara tepat waktu sesuai dengan kesepakatan sebelumnya. 4. permasalahan yang dihadapi dalam program pengembangan usaha ternak diantaranya adalah ternak yang disebarkan umumnya masih terlalu muda sehingga petani harus membesarkan terlebih dahulu untuk siap dikawinkan, sistem perkawinan yang terkait dengan pengetahuan petani dalam manajemen perkawinan yang masih rendah perlu ditingkatkan, dan ditunjang keberadaan pejantan di lokasi proyek. 5. di lokasi proyek telah dilakukan vaksinasi nd terhadap ayam buras milik petani yang dilakukan oleh petani sendiri (yang sudah dilatih) atau petugas. namun demikian, ada lokasi proyek yang tidak melakukan vaksinasi (salah satu lokasi sampel di gorontalo dan sulsel, masing-masing dinyatakan oleh 35.7% responden dan 62.5% responden). petani umumnya puas atau cukup puas dengan hasil vaksinasi dan sebagian kecil (9.3% responden) menyatakan tidak puas. 6. sebagian terbesar responden (74.4%) menyatakan bahwa memelihara ayam bermanfaat untuk meningkatkan gizi keluarga. kelembagaan di luar proyek yang berperan dalam urusan peningkatan gizi keluarga adalah posyandu (dinyatakan oleh 64.4%) dan pkk (dinyatakan oleh 14.2%) memegang peranan dalam urusan peningkatan gizi keluarga 7. wanita tani cukup besar peranannya dalam aspek keuangan dan perencanaan kebijakan dan pelaksanakan memutuskan dan tugas usaha tani. fungsi bapak tani lebih berperan dalam pengadaan faktor produksi dan menentukan macam komoditi yang diusahakan. dalam kegiatan proyek (seperti dalam pengelolaan paket sapi dan kambing), peran wanita tani adalah dalam pemeliharaan; dalam hal kegiatan pedesaan, para wanita tani sangat berperan secara aktif, seperti pkk dan sebagainya. peranan wanita tani untuk membantu menambah pendapatan keluarga sangat dominan (berdagang dan beternak). 8. pelatihan petani dinilai cukup membantu keberhasilan proyek namun mengharapkan tambahan materi lain untuk pelatihan selanjutnya (antara lain pelatihan ib). 9. pelatihan bagi staf proyek dinilai oleh peserta umunya cukup membantu dalam keberhasilan proyek namun disarankan untuk menmperoleh pelatihan lebih lanjut tentang keswa, ib, dan dirasakan perlunya sekolah lapang, jenis pelatihan ditentukan peserta sesuai kebutuhan yang berkesinambungan. 10. hampir 60 % responden lebih menghendaki agar putkati tetap dikelola oleh pusat, mengingat daerah belum cukup mempunyai sumber daya tenaga yang andal, dan kemampuan keuangan daerah yang masih terbatas. propinsi gorontalo hampir 100 % mereka 185evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) menghendaki agar putkati tetap ditangani pusat sepenuhnya. di sisi lain, sulut menghendaki agar putkati sepenuhnya ditangani derah, sesuai dengan semangat uu no.22 dan 25 /1999. sulawesi selatan mengharapkan sebagian komponen penangnanan proyek diserahkan daerah dan pusat bertanggung jawab sepenuhnya dalam realisasi dan pertanggung jawaban proyek. 11. posisi perkembangan proyek putkati dalam implementasi sistem dan pola perkreditan sapi dan kambing adalah sebagai berikut. (a) repayment masih kecil (dari 26.218 ekor sapi yang disebarkan baru 718 ekor yang disetorkan; dari 18.301 ekor kambing yang disebarkan baru 575 ekor keturunan yang disetorkan); (b) angka kelahiran rendah (sapi 16.8% dan domba 37.5% ). (c) angka kematian tinggi (sapi 13.4% dan kambing 43.8% dari total populasi). (d) tingkat kehilangan sapi 2.7% dan kambing 1.9% dari total populasi. (e) tingkat penjualan ternak cukup tinggi (bolaang mongondow 63.8%, yaitu dari 47 keturunan pertama 30 ekor dijual). 12. sampai saat ini telah cukup banyak ternak keturunan yang dijual. dengan alasan lebih mudah dan mendapatkan uang tunai maka peternak lebih menyukai menjual ternaknya kepada tengkulak. hal lain yang mendorong penjualan ke tengkulak adalah keberadaan pasar hewan yang jauh lokasinya (> 10 km). di samping itu, risiko tidak laku dipasar hewan menjadi pertimbangan pula bagi petani untuk memilih menjual lewat tengkulak. hasil penjualan ternak sapi pada umumnya digunakan untuk memperoleh uang tunai guna memenuhi kebutuhan rumah tangga (meningkatkan pendapatan). beberapa responden menyatakan hasil penjualan ternak untuk keperluan pengembangan usaha tani, pendidikan, beli tanah, ataupun beli ternak. 13. hasil analisis dampak dengan metode regresi berganda menunjukan bahwa kegiatan putkati berpengaruh positif terhadap peningkatan total pendapatan petani proyek. peningkatan pengelolaan usaha tani ternak akan sangat berbeda nyata dalam meningkatkan pendapatan total petani. peranan gender dan pelatihan memberikan sharing yang besar terhadap pendapatan total. peranan gizi ternyata memberikan indikator yang cukup baik untuk proyek. untuk petani penerima paket proyek akan memberikan dampak baik dalam peningkatkan gizi keluarga. untuk masalah desentralisasi, dari hasil analisis dan kenyataan lapang menunjukan efek negatif terhadap peningkatan pendapatan total petani saran 1. kegitan vakvinasi agar dilakukan disemua lokasi proyek secara berkala dan dengan cara yang benar. pelaksanaan vaksinasi seyogyanya makin bertumpu kepada kekuatan serta kemapuan masyarakat petani sendiri. kegiatan itu dan juga kegiatan pengelolaan ternak kecil diarahkan dalam rangka meningkatkan peranan wanita dalam pencapaian tujuan dan sasaran proyek. 2. dalam rangka mendukung kemampuan petani untuk melunasi kreditnya disarankan untuk meningkatkan kegiatan penyuluhan, bimbingan, dan pendekatan persuasif yang kontinu sebagaimana diharapkan petani responden, yaitu agar ternaknya dapat beranak ‘setiap tahun’. di samping itu, program redistribusi perlu dijabarkan dalam “format” yang mudah dapat dicerna oleh petani-kelompok-petugas (semacam “buku pinter yang berisi antara lain jadwal distribusi masing-masing petani dan catatan permasalahannya”). perlu diadakan monitoring, evaluasi perkembangan, identifikasi permasalahan secara lebih tajam serta hasil pemecahan masalah. untuk mempercepat pemecahan masalah, dalam hal yang sangat penting diadakan “rapid assistance strategy” dengan mengadakan kunjungan langsung di lokasi dan journal the winners, vol. 3 no. 2, september 2002: 161-187 186 mengadakan pertemuan khusus dengan pihak yang dinilai dapat memecahkan permasalahan secara cepat. 3. masalah keinginan peserta proyek untuk menjual ternaknya setelah lunas perlu diwaspadai dan perlu diupayakan langkah pengamanannya sehingga dampak positif proyek tidak hilang demikian saja. masalah ”sustainability proyek” perlu digali di lapangan dengan mengidentifikasikan potensi yang ada yang telah dicapai oleh petani, kelompok, desa, dan selanjutnya mengembangkan sda dan sdm yang ada tersebut ke tingkat pengembangan berikutnya secara horizontal (perluasan areal pengembangan) ataupun secara vertikal (pengembangan usaha bersama dengan maksud meningkatkan skala usaha dengan pendekatan “agrobisnis”). 4. disarankan agar dilakukan identifikasi yang mendalam mengenai “training need” pelatihan lanjut untuk petani dan staf proyek, terutama dikaitkan dengan materi pelatihan yang terkait banyak dengan masalah pengembangan ternak (antara lain, ib-manajemen reproduksi, penanganan kemajiran). 5. dalam rangka “desentralisasi” disarankan untuk mengadakan identifikasi, monitoring, dan evaluasi secara lebih cermat lagi mengenai minat dan kemampuan daerah untuk pelaksanaan proyek putkati. selanjutnya dari hasil analisis identifikasi, monitoring, dan evaluasi tersebut diformulasikan dijabarkan program pembinaannya sehingga pada saatnya daerah akan mampu mengelola dan mengembangkan proyek putkati dengan sebaik-baiknya. 6. dari hasil analisis regresi linier berganda, sangat disarankan agar proyek lebih meningkatkan peranan gender dalam setiap kegiatan proyek. di samping itu, peranan pelatihan agar dilakukan studi/rra mengenai training needs dan training strategy sehingga kegiatan pelatihan sesuai dengan kebutuhan petani, pejabat, dan konsumen lainnya 187evaluasi ekonomi mikro: dampak proyek… (budiman notoatmojo) daftar pustaka anonim. 2002. laporan perkembangan proyek putkati, dinas pertanian propinsi maluku tenggara. ______. 2002. laporan perkembangan proyek putkati, dinas pertanian propinsi maluku tenggara. ______. 2002. laporan perkembangan proyek putkati, dinas pertanian propinsi sulawesi utara. ______. 2002. laporan perkembangan proyek putkati, dinas pertanian propinsi gorontalo. ______. 2002. laporan perkembangan proyek putkati, dinas peternakan propinsi sulawesi selatan. ______. 2002: laporan perkembangan proyek putkati pusat, dit.jen peternakan, deptan, jakarta. ______. 2000. laporan unops, ifad –adb. notoatmojo, budiman. 2002. gender analisis di putkati. jakarta. microsoft word 05_adang sudjana_pengaruh metode pencatatan.doc pengaruh metode pencatatan… (adang sudjana) 137 pengaruh metode pencatatan perpetual inventory method dan physical inventory method terhadap laba fiskal dalam uu pajak penghasilan adang sudjana1 abstract article is a result of a “book research” and try to describe the implementation of uu no. 17 tahun 2000 in a company, especially a company tax profit, that is how the influences of inflation and deflation if the supply scored based on average method or fifo. in condition the supply record by company using perpetual and or physiscal inventory method. keywords: recording method, perpetual inventory method, physiscal inventory method, profit tax, income tax abstrak artikel merupakan hasil “book research”, yaitu mencoba menelaah penerapan uu no. 17 tahun 2000 di dalam suatu perusahaan (yang direkayasa), khususnya laba fiskal perusahaan, yaitu bagaimana pengaruh keadaan inflasi dan atau deflasi jika persediaan/pemakaiannya dinilai dengan metode rata-rata dan atau fifo. dalam kondisi pencatatan persediaan oleh perusahaan menggunakan metode perpetual dan atau physical inventory method. kata kunci: metode pencatatan, erpetual nventory ethod, physiscal inventory method, laba fiskal, pajak penghasilan 1 staf pengajar ubinus, jakarta journal the winners, vol. 5 no. 2, september 2004: 137-142 138 pendahuluan undang-undang nomor 7 tahun 1983 sebagaimana telah diubah dan ditambah dengan undang undang nomor 10 tahun 1994 sebagaimana telah diubah dan ditambah dengan undang undang nomor 17 tahun 2000 tentang pajak penghasilan telah mengatur mengenai metode penilaian persediaan dan pemakaian persediaan yang diperkenankan, yaitu seperti tertuang dalam pasal 10 ayat 6 “persediaan dan pemakaian persediaan untuk penghitungan harga pokok dinilai berdasarkan harga perolehan yang dilakukan secara rata rata atau dengan cara mendahulukan persediaan yang diperoleh pertama”. pada umumnya, terdapat 3 (tiga) golongan persediaan barang, yaitu barang jadi atau barang dagangan, barang dalam proses produksi, bahan baku, dan bahan pembantu. ketentuan pada ayat itu mengatur bahwa penilaian persediaan barang hanya boleh menggunakan harga perolehan. penilaian pemakaian persediaan untuk penghitungan harga pokok hanya boleh dilakukan dengan cara rata rata atau dengan cara mendahulukan persediaan yang didapat pertama (first in first out atau disingkat fifo). sesuai kelaziman, cara perolehan tersebut juga diberlakukan terhadap sekuritas. pembahasan metode pencatatan persediaan terdapat dua teknik/metode pencatatan persediaan/pemakaiannya dalam perusahaan, yaitu perpetual inventory method dan physical inventory method. perpetual inventory method adalah suatu teknik pencatatan persediaan/pemakaiannya yang dilakukan dengan cara menghitung saldo persediaan dan atau pemakaiannya setiap hari pada kartu persediaan. oleh karena itu, setiap saat dapat diketahui posisi saldo persediaan yang ada di gudang. stock opname persediaan menjadi pekerjaan tambahan saja, yaitu bertujuan hanya mencocokkan saldo fisik barang yang ada di gudang dengan catatan persediaan pada kartu gudang/kartu persediaan barang. dengan demikian, kelemahannya adalah jika jenis barang demikian banyak maka hal itu akan memakan biaya administrasi yang besar. physical inventory method adalah suatu teknik pencatatan persediaan/ pemakainnya yang dilakukan dengan cara hanya menghitung saldo persediaan dan atau pemakaiannya pada akhir bulan dengan melakukan stock opname. stock opname persediaan menjadi pekerjaan yang wajib. tujuan stock opname disini benar-benar ditujukan untuk mengetahui saldo fisik barang yang ada di gudang kemudian catatan persediaan pada kartu gudang/kartu persediaan barang.disesuaikan. dengan demikian, kelemahannya adalah catatan persediaan tidak dapat setiap saat menunjukkan saldo pengaruh metode pencatatan… (adang sudjana) 139 persediaan. kebaikannya adalah metode pencatatan ini hanya memakan biaya administrasi yang rendah. ilustrasi ilustrasi yang akan dipaparkan berikut ini ingin mengungkapkan bagaimana pengaruh kedua metode pencatatan persediaan dan pemakaiannya tersebut (pepertual inventory method dan physical inventory method) terhadap laba fiskal dalam keadaan inflasi (harga meningkat) dan deflasi (harga menurun), baik jika perusahaan menggunakan metode fifo atau jika menggunakan metode rata-rata, sebagaimana diperkenankan dalam uu pajak penghasilan. tabel 1 keadaan inflasi dan metode penilaian persediaan/pemakaian yang dipergunakan adalah metode rata-rata perpetual inventory method physical inventory method saldo awal januari’04 2.350.000 2.350.000 pembelian 13.250.000 13.250.000 saldo akhir januari ‘04 (3.292.500) (2.400.000) harga pokok / pemakaian 12.307.500 13.200.000 dari data tabel 1 tersebut dapat disimpulkan bahwa dalam keadaan inflasi (kecenderungan harga bahan baku/pembelian barang dagangan meningkat), jika perusahaan menggunakan metode rata-rata dalam melakukan penilaian persediaan/ pemakaian bahan baku maka harga pokok akan tidak sama antara pencatatan dengan perpetual inventory method dan physical inventory method. harga pokok yang dicatat dengan physical inventory method akan lebih besar dari harga pokok yang dicatat dengan perpetual inventory method. dalam tabel tersebut terlihat harga pokok yang dicatat dengan physical inventory method sebesar rp13.200.000 adalah lebih besar dari harga pokok yang dicatat dengan perptual inventory method sebesar rp12.307.500. akibat lebih jauh terhadap laba fiskal adalah dengan asumsi hal lain tidak berubah, bahwa dalam keadaan inflasi, jika perusahaan menggunakan metode penilaian/ pemakaian persediaan dengan metode rata-rata maka laba fiskal akan lebih rendah, jika perusahaan menggunakan metode pencatatan persediaan dengan cara physical inventory method daripada menggunakan perpetual inventory method. hal itu merupakan “loop hole” (celah) yang dapat dimanfaatkan perusahaan untuk menghindarkan diri dari pajak penghasilan pada saat inflasi. journal the winners, vol. 5 no. 2, september 2004: 137-142 140 tabel 2 keadaan inflasi dan metode penilaian persediaan/pemakaian yang dipergunakan adalah metode fifo perpetual inventory method physical inventory method saldo awal januari’04 2.350.000 2.350.000 pembelian 13.250.000 13.250.000 saldo akhir januari ‘04 (3.500.000) (3.500.000) harga pokok / pemakaian 12.100.500 12.100.000 dari data tabel 2 tersebut dapat disimpulkan bahwa dalam keadaan inflasi (kecenderungan harga bahan baku/pembelian barang dagangan meningkat), jika perusahaan menggunakan metode fifo dalam melakukan penilaian persediaan/ pemakaian bahan baku maka harga pokok akan sama antara pencatatan dengan perpetual inventory method dan physical inventory method. harga pokok yang dicatat dengan physical inventory method sama dengan harga pokok yang dicatat dengan perpetual inventory method. dalam tabel tersebut terlihat harga pokok yang dicatat dengan physical inventory method sama dengan harga pokok yang dicatat dengan perptual inventory method, yaitu sebesar rp.12.100.000. akibat lebih jauh terhadap laba fiskal adalah--dengan asumsi hal lain tidak berubah--dalam keadaan inflasi, jika perusahaan menggunakan metode penilaian/ pemakaian persediaan dengan metode fifo maka laba fiskal tidak akan terpengaruh, apakah perusahaan menggunakan metode pencatatan persediaan dengan cara physical inventory method ataupun menggunakan perpetual inventory method. tabel 3 keadaan deflasidan metode penilaian persediaan/pemakaian yang dipergunakan adalah metode rata-rata perpetual inventory method physical inventory method saldo awal januari’04 2.350.000 2.350.000 pembelian 9.950.000 9.950.000 saldo akhir januari ‘04 (2.085.000) (1.892.000) harga pokok / pemakaian 10.215.000 10.408.000 dari data tabel 3 tersebut, dapat disimpulkan bahwa dalam keadaan deflasi (kecenderungan harga bahan baku/pembelian barang dagangan menurun), jika perusahaan menggunakan metode rata-rata dalam melakukan penilaian persediaan/pemakaian bahan baku maka harga pokok akan tidak sama antara pencatatan dengan perpetual inventory method dan physical inventory method. harga pokok yang dicatat dengan physical inventory method akan lebih besar dari harga pokok yang dicatat dengan perpetual inventory method. dalam tabel 3 terlihat harga pokok yang dicatat dengan physical pengaruh metode pencatatan… (adang sudjana) 141 inventory method sebesar rp10.408.000 adalah lebih besar dari harga pokok yang dicatat dengan perptual inventory method sebesar rp10.215.000. akibat lebih jauh terhadap laba fiskal adalah--dengan asumsi hal lain tidak berubah--dalam keadaan deflasi, jika perusahaan menggunakan metode penilaian/ pemakaian persediaan dengan metode rata-rata maka laba fiskal akan lebih rendah, jika perusahaan menggunakan metode pencatatan persediaan dengan cara physical inventory method daripada menggunakan perpetual inventory method. hal itu merupakan “loop hole” (celah) yang dapat dimanfaatkan perusahaan untuk menghindarkan diri dari pajak penghasilan pada saat deflasi. tabel 4 keadaan deflasi dan metode penilaian persediaan/pemakaian yang dipergunakan adalah metode fifo perpetual inventory method physical inventory method saldo awal januari’04 2.350.000 2.350.000 pembelian 13.250.000 13.250.000 saldo akhir januari ‘04 (3.500.000) (3.500.000) harga pokok / pemakaian 12.100.500 12.100.000 dari data tabel tersebut dapat disimpulkan bahwa dalam keadaan inflasi (kecenderungan harga bahan baku/pembelian barang dagangan meningkat), jika perusahaan menggunakan metode fifo dalam melakukan penilaian persediaan/ pemakaian bahan baku maka harga pokok akan sama antara pencatatan dengan perpetual inventory method dan physical inventory method. harga pokok yang dicatat dengan physical inventory method sama dengan harga pokok yang dicatat dengan perpetual inventory method. dalam tabel tersebut terlihat harga pokok yang dicatat dengan physical inventory method sama dengan harga pokok yang dicatat dengan perptual inventory method, yaitu sebesar rp12.100.000. akibat lebih jauh terhadap laba fiskal adalah--dengan asumsi hal hal lain tidak berubah--bahwa dalam keadaan inflasi, jika perusahaan menggunakan metode penilaian/ pemakaian persediaan dengan metode fifo maka laba fiskal tidak akan terpengaruh, apakah perusahaan menggunakan metode pencatatan persediaan dengan cara physical inventory method ataupun menggunakan perpetual inventory method. journal the winners, vol. 5 no. 2, september 2004: 137-142 142 penutup 1. baik keadaan inflasi maupun keadaan deflasi, penggunaan penilaian persediaan dengan merode rata-rata akan berpengaruh terhadap harga pokok perusahaan, yaitu bahwa jika digunakan physical inventory method maka harga pokok akan lebih besar daripada dengan perpetual inventory method. akibat lebih jauh adalah jika digunakan metode penilaian persediaan dengan cara rata-rata dan digunakan metode pencatatan persediaan dengan physical inventory method maka laba fiskal akan lebih rendah. selanjutnya, pajak penghasilan akan lebih rendah pula. hal itu merupakan “loop hole” yang dapat dimanfaatkan perusahaan dalam menghindarjkan diri dari kewajiban perpajakan. 2. baik keadaan inflasi maupun keadaan deflasi, penggunaan penilaian persediaan dengan merode fifo tidak akan berpengaruh terhadap harga pokok perusahaan, apakah digunakan metode pencatatan dengan perpetual inventory method maupun dengan physical inventory method. daftar kepustakaan matz, adolph and milton f. usry. cost accounting. sixth edition. south western publishing co. mulyadi. akuntansi biaya. edisi 3. yogyakarta: bpfe. undang-undang nomor 17 tahun 2000 tentang pajak penghasilan. tax e-filing system acceptance…… (natasya, et al.) 33 tax e-filing system acceptance level on the taxation compliance: an application of the utaut approach natasya1; elia madatu tandililing2; michael angelus3; kevin4 1ernst & young indonesia jl. jendral sudirman kav. 52-53, jakarta, indonesia 2,3,4accounting department, binus graduate program master of accounting, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1natasya.natasya@id.ey.com; 2elia.tandililing@binus.ac.id; 3michaelangelus@binus.ac.id; 4kevin070@binus.ac.id abstract this research aimed to analyze the acceptance level of the tax e-filing system on the tax compliance of the individual taxpayer. utaut had underpinned this research that consisted of the aspects of performance expectancy (pe), effort expectancy (ee), social influence (si), and facilitating condition (fc). these factors were expected to trigger the taxpayer attitude which will be impact on their behavioral intention. using a qualitative research approach, an interview with 16 individual taxpayers with certain criteria was conducted. the interview questions were derived from the utaut aspects. moreover, all interview scripts segmented into three distinct classifications; age, gender, and occupation. the interview data were analyzed using nvivo 12. the result shows that tax e-filing system is effective to stimulate the commitment of the participant, not only to use the system regularly and to report their tax return but also to fulfill their tax obligation voluntarily. the e-filing system increases participant productivity because it offers cost reduction and time-saving. furthermore, it is easy to understand and effortless to use. however, si has less impact on the participant' decision to use tax e-filing system since it is mandatory in accordance with the tax regulation. regarding the fc, it is sufficient to develop people interest in using the e-filing system. this result could be a beneficial source for the directorate general of taxes to evaluate the e-filing implementation and for indonesia citizen to actively involved in supporting directorate general of taxes policies to develop tax awareness throughout indonesia. keywords: tax filing, e-filing system, acceptance level, taxation compliance introduction the indonesia finance ministry through directorate general of taxes (dgt) has undertaken an improvement to simplify the process of tax return (henceforth, it is called spt/surat pemberitahuan tahunan in indonesia) submission in 2007, by modernizing the spt submission mechanism along. this policy is one of the outcomes of indonesia taxation reform which initiated by dgt in the same period. along with the modernization of the spt submission mechanism, dgt has also revitalized its tax office that is adjusted to the reform agenda and issued tax regulation with number 28/2007 concerning the general provision and procedures of taxation. yet, income tax and value-added tax have been refined as well as tax incentives and facilities have been regulated to foster the national economic growth (dgt annual report, 2007). regarding spt submission, dgt previously has minimized the spt form to support the self-assessment process conducted by indonesia taxpayer, either individual or corporate taxpayer. however, advances in information technology (it) followed by the increasing need of time and cost efficiency have triggered dgt to announce tax e-filing system adhere to finance ministy regulation (pmk) with number 181/pmk.03/2007. it is concerning the form and content of the notice and procedure for making, filling, signing and submission of the tax return. mailto:natasya.natasya@id.ey.com mailto:elia.tandililing@binus.ac.id mailto:michaelangelus@binus.ac.id mailto:kevin070@binus.ac.id 34 journal the winners, vol. 20 no. 1, march 2019: 33-47 furthermore, dgt issues a derivative regulation with number 47/pj/2008 regarding procedures of tax return submission and the extension of tax return submission electronically (e-filing) through application service provider. in afterward, e-filing system has officially merged with the dgt website in 2014. referring to the e-filing system, it has been used by most of indonesia taxpayer, particularly individual taxpayer. this is derived by the fact that the level of system usage has reached 80% of the total of spt submission, which amounted to 10 million spt on march 31, 2018, as the last date of spt submission for the individual taxpayer. as a comparison, e-filing usage on march 31, 2017, has reached 69% of 9,7 million of spt that have been submitted. however, several issues such as inadequate electronic media, lack of requirement understanding in terms of electronic spt submission, and lack of it knowledge in some region have led some of the individual taxpayers to manually submit their spt (neraca, 2018). robert pakpahan, the general director of dgt, adds that the e-filing system is still incapable of maintaining individual taxpayer compliance. this can be demonstrated through a comparison between the actual and the target of spt submission. in 2018, the total of submitted spt was 10 million or 70% of the spt submission target which amounted to 14 million. this result, despite that it has increased by about 5% compared to the achievement in 2007, has not been able to capture the ability of the e-filing system to step the individual taxpayer compliance up. in order to obtain the whole picture of the role of e-filing system to transform the compliance behavior of an individual taxpayer, it is important to analyze the acceptance level of e-filing system by an individual taxpayer, which able to identify through their expectation and intention of the system. as a theoretical background of this research, the authors deploy the unified theory of acceptance and use of technology (utaut). utaut is the result of an integration among eight existing technology acceptance models, such as technology acceptance model (tam), the innovation diffusion theory (idt), the theory of reasoned action (tra), the theory of planned behaviour (tpb), the motivational models, a model of combining tam and tpb, the model of pc utilization (mpcu), and the social cognitive theory (sct) (venkatesh et al., 2003). in essence, utaut is a theory that measures the level of acceptance of a technology by a group of users with behavioral intensity as a result of evaluating user behavior using these technologies (thomas, singh, & gaffar, 2013; williams, rana, & dwivedi, 2015). furthermore, utaut has been firmly approved that able to demonstrate a systematic description regarding the level of technology acceptance (khechine, lakhal, & ndjambou, 2016). meanwhile, utaut segregates the assessment of the level of technology acceptance into four main elements; performance expectancy (pe), effort expectancy (ee), social influence (si), and facilitating condition (fc). these elements are moderated with variables that describe the users (venkatesh et al., 2003). pe indicates the level of trust the user has in technology in terms of the ability to solve the user problem. furthermore, ee indicates the level of convenience experienced by users of technology. thus, si indicates the effectiveness of the environment or other social factors to encourage the user to use certain technologies. ultimately, fc indicates the level of user confidence to use a technology based on the available infrastructure and other facilities (mahzan & lymer, 2014). having been a theoretical basis to explain users intention in terms of a technology acceptance level, utaut has been broadly used in various fields, including taxation. in the healthcare sector in surabaya, the level of e-health preference has been examined using utaut at one hospital with 100 participants (sa’idah, 2017). in terms of pe, the e-health acceptance level is 92% because of its ability to facilitate a simple registration process. referring to ee, the acceptance level has reached 96% from 50 participants in terms of easiness to obtain hospital services. regarding si factor, 50 participants argue that they are driven by other patients who have used the e-health system. this response leads to the acceptance level that has reached 74%. regarding fc factor, the level of e-health system acceptance has reached 76% because of its prominent feature and the fast response to provide a registration number. in terms of ib, however, e-health system is not to used intensely because some participants still prefer the traditional method as the consequence of their lack of knowledge in information technology. hence, the acceptance level is only 80%. tax e-filing system acceptance…… (natasya, et al.) 35 regarding public administration service sector, the level of e-government system acceptance has been examined with applying utaut approach in palembang (hartati, 2013). the result has inferred the e-government acceptance level is 90% due to its ability to improve citizen performance and accelerate the administrative processes (pe), able to understand easily and effortless (ee). in addition, the level of e-government usage tends to be more consistent (ib) in line with the invitation of the participant environment (si) that has changed the participant paradigm regarding information technology (attitude). yet, the level of e-government system acceptance has been analyzed using utaut in abu dhabi (al-mansoori, sarabdeen, & tchantchane, 2018). conducted by quantitative approach, the result implies all the participants tend to apply e-government voluntarily as the significance level below 0,05. in terms of pe, e-government is perceived to be able to minimize the time and costs of administrative management. in terms of ee, e-government does not have a significant impact because of the adequate level of understanding the participants have regarding information technology. however, e-government is proven to be effective because the local government obligates the use of the system (si) and all participants are facilitated by the government regarding system usage instructions (fc). these responses ultimately lead to the participant commitment to use e-government continuously (ib). the tax e-filing system had first been introduced in the united states (us) in 1986. such an advanced tax submission procedure is required to bridge the us citizen with the us tax authority (irs) in terms of taxation requirement more efficiently and effectively. this policy is made mainly to encourage us taxpayer compliance by reducing cost and time they require to fulfill their taxation obligation (schaupp, carter, & mcbride, 2010). in indonesia, the emergence of tax e-filing system is inextricable with the higher demand of an adequate national income, whereby tax sector contributes 75% of the national budget (directorate general of tax, 2007). this system is introduced by dgt through dgt regulation with number kep-05/pj./2005 and, later, the regulation is refined through per-47/pj/2008 regarding procedures of tax return submission and the extension of tax return submission electronically (e-filing) through application service provider under the supervision of pmk regulation with number 181/pmk.03/2007. furthermore, the e-filing system has not yet merged with the dgt website at the beginning. therefore, the merger process was undertaken in 2014 in accordance with dgt regulation with number per-1/pj/2014 concerning procedures of spt submission with the e-filing system for the individual taxpayer whose applying tax form 1770s or 1770ss through dgt website. in addition, spt submission on e-filing system not only utilized to tax form 1770s and 1770ss but also the tax form 1770 for the freelance taxpayer and 1771 for the corporate taxpayer. according to the regulation, the presence of the e-filing system is projected by dgt to simplify the spt submission mechanism and eliminate the manual submission process through the dgt office or dropbox mechanism. referring to the e-filing usage procedure, taxpayers are obliged to have e-filing registration number at first, known as ‘e-fin’. previously, taxpayers are required to submit a letter of inquiry followed by attaching their tax identification number (henceforth, it is called npwp in indonesia) along with their national identification number to the tax office where the taxpayer has been registered. when the e-fin number has been received, taxpayers must sign up for their participation in the e-filing system through the dgt website within 30 days after the e-fin released date (directorate general of tax, 2018). following the development of the e-filing system, 8 million of the individual taxpayer have reported their spt through e-filing system in 2017. this amount is 21% higher than the result in 2016, by which only 6 million of the individual taxpayer have applied the e-filing system as their tax reporting media. nevertheless, the achievement is not aligned with the recorded compliance level of the individual taxpayer which increased only 5% (nurita & setiawan, 2018; putera, 2018). the total amount of indonesia individual taxpayer reaches 18 million whereby 14 million of the taxpayer is targeted to report their spt. in fact, the realization is only 71% of the target, and 80% of the realized spt submission is reported through the e-filing system. the other individual taxpayer, who remain submitted their spt manually, infers that insufficient technical support from dgt has been the primary obstacle for them to 36 journal the winners, vol. 20 no. 1, march 2019: 33-47 use the e-filing system (directorate general of taxes, 2018). in this circumstance, hidayat (1986) has propounded that effectiveness is the benchmark of target achievement. accordingly, it can be concluded that dgt still has several challenges dealing with not only enhancing the level of individual taxpayer compliance in terms of spt submission through e-filing system but also providing a more effective program for the taxpayer to alter their perception regarding the importance of tax e-filing system. regarding the utaut implementation on the tax e-filing system, there are several researches which have been undertaken. firstly, us taxpayer attitude on the e-filing system has been examined using utaut approach added by several factors such as trust, risk perception, and optimism bias (schaupp, carter, & mcbride, 2010). the result confirms only two utaut factors (pe and si) along with all additional factor have affected the taxpayer behavior in using the e-filing system. pe factor emphasizes the benefit of the system that providing accuracy in tax calculation. si factor refers to the significance of community influence on the utilization of the e-filing system. referring to the additional factor, the e-filing system is considered reliable and more secure in terms of maintaining data confidentiality. however, the overall result tends to be less informative due to interviewee limitation in this research that only students who become the research participant. secondly, it has been examined the level of tax e-filing system adoption in vietnam using three utaut factors and equip with information system (is) success model (lu and nguyen, 2016). referring to the utaut model, the significance level of the system reaches 0,001 or below 0,05 as the benchmark of the significance level. the e-filing system able to meet the criteria of pe and ee in terms of usability, time efficiency, and cost saving of 137 individual taxpayer participant, as well as reducing the burden of participant tax obligation. referring to is approach, all participant feels secure to use e-filing system because of the efiling system ability to treat their taxation document confidentially, by which it encouraged them to use the system voluntarily and shifted from the traditional method (ib). nevertheless, this research tends to focus only on the level of the e-filing system acceptance and unable to describe experiences the participant have while using the system as the consequence of applying the quantitative approach. thirdly, research regarding the level of the tax e-filing system preference has been conducted in indonesia but limited to individual taxpayer intention (attitude) (hakim, 2016; dewi and yadnyana, 2017). thus, they have found that e-filing is firmly preferred in accelerating the task completion process (pe), facilitating the tax reporting process (ee) to generate a strong intention to use e-filing (attitude). in accordance with the above researches, it can be demonstrated that utaut is significant to identify and measure the level of technology acceptance. by and large, all these researches have confirmed the system that concerning public service, including the tax system, is widely accepted. however, the findings are unable to capture in-depth public argument and experience related to the system due to its quantitative approach that only emphasizes the value of the level of the system acceptance.align with the concept of the four factors in utaut, questions that able to raised in this research are: 1). what role does pe, ee, si and fc have on determining the individual taxpayer attitude in applying e-filing system? and 2). to what extent the individual taxpayer attitude able to influence the taxpayer behavioral intention in terms of their taxation compliance through e-filing system?. to answer these questions and obtain a more sophisticated response, this research applies qualitative approach that it will provide a broader and detailed perspective of information rather than quantitative approach. the qualitative approach along with data collection method will be further described in the methods section. this research applies the utaut model to analyze the level of the tax e-filing system acceptance as a determinant factor on the tax compliance of indonesia individual taxpayer. within the scope of this research, pe emphasizes that the e-filing system will be used if it can increase individual taxpayer productivity. ee means that whether e-filing is easy to understand and use, the individual taxpayer will continue to use the system. si indicates that if people have eloquently use the tax e-filing system or government regulation regarding the procedures and dissemination of the use of e-filing has been completely understood, it will encourage individual taxpayer and prospective taxpayer to use efiling. fc emphasizes infrastructure readiness, such as access to communication, computer equipment, and other related supporting devices. it is followed by the availability of capable tax staff resources to tax e-filing system acceptance…… (natasya, et al.) 37 conduct a workshop and public understanding of good technology that will able to encourage e-filing to be used consistently by individual taxpayer. in addition, researchers use the attitude element as an indicator to confirm whether the individual taxpayer is willing and voluntary to use e-filing, referring to the four elements. after obtaining confirmation from the attitude of an individual taxpayer, their behavioral intention in terms of the level of compliance with tax reporting using e-filing (ib) can be concluded. as a moderator, the variables used are age, gender, and individual taxpayer occupation. thus, the theoretical framework to assist authors in exploring the level of e-filing system acceptance can be illustrated in figure 1. the theoretical framework demonstrates the role of all moderating variables; age, gender, and occupations to generate an adequate conclusion from individual taxpayer argument regarding the efiling tax system, adjusted with the four factors of technology acceptance criteria based on the utaut. hence, confirmation of individual taxpayers' willingness to use the e-filing system can be obtained and thus it will affect changes in the individual taxpayers behavior, whether they will continuously apply the e-filing system. from this result, it can be justified the compliance level of the individual taxpayer on tax reporting using e-filing as well as their commitment to comply with their tax obligation. figure 1 the acceptance level of the tax e-filing system on the taxation compliance of individual taxpayer source: authors ee si fc attitude ib pe age gender occupations tax e-filing system increases individual taxpayer productivity e-filing tax system is easy to understand and use by individua l taxpayer to calculate and report their tax obligation individual taxpayer from various background has shifted their tax reporting model from traditional method to electronic method driven by their environment and tax regulation dgt has provided any form of assistance regarding tax e-filing system implementation across indonesia such as: seminar, technical workshop and capable tax staff appointment in all region supported by an adequate infrastructure individual taxpayers are willing to use e-filing system voluntarily because of certain reason such as: productivity, convenience, a comprehensive understanding regarding the importance of tax obligation fulfillment and government support through dgt individual taxpayers commit to apply tax e-filing system continuously, comply with their tax obligation and other tax regulation 38 journal the winners, vol. 20 no. 1, march 2019: 33-47 methods this research applies descriptive qualitative research approach. qualitative research requires a natural process to understand a phenomenon and investigators do not manipulate interest in the phenomenon are discussed (patton, 2002). meanwhile, the descriptive method is necessary to obtain comprehensive information about a phenomenon or an event (saunders, lewis, & thornhill, 2016). in connection with the data collection technique, this research applies thematic coding approach. thematic coding is utilized to identify a statement that constitutes a particular aspect, by which this research applies four utaut aspects. this approach uses a coding model of multiple data sources (robson & mccartan, 2016). accordingly, this research uses primary data sourced from the interview with individual taxpayers and sampling process using purposive sampling method, by which the age category is determined between 24-64 years old and own npwp. explicitly, these participants are classified with who reports his tax privately or does not rely on another individual taxpayer. moreover, the selection of the age category based on the need to gain a comprehensive interview about the acceptance level of the tax e-filing system by the individual taxpayer and the benefit of the efiling system that will enhance individual taxpayer compliance on their tax obligation. the age category of individual taxpayer participant indicates maturity in understanding the tax regulation, as the age of 24 is able to have npwp and must report their tax even though they were student due to the potential for additional income from interest income from the bank. the additional provision of this income stipulates in law no. 36 of 2008 on income tax (investment coordinating board, 2018). moreover, the authors create a series of questions linked to the four utaut factors; pe, ee, si, and fc including two additional elements; attitude and intentional behaviour (ib). the detail of the working paper can be seen in appendix a. in addition, the questions have been modified to harmonize with the utaut factors and research objectives. the authors thus conducting an interview and an individual assessment at the same time. yet, the interview process is recorded and made a transcript of the interview to be compared with the individual assessment, to assist the authors to make a preliminary conclusion. the time required for the interview process is three weeks. as an instrument of data processing, the qualitative data analysis software nvivo 12 is used. when processing the interview scripts using nvivo 12, the authors use keywords or coding to represent the participant response regarding the assessment of the tax e-filing system that has been classified into factors of utaut (pe, ee, si, fc, attitude, and ib). keywords that reflect participant answers which correspond with pe aspects, for example ‘system usage experience’ and ‘benefits’. furthermore, keywords that reflect the answer which corresponds with ee aspect such as ‘understanding the e-filing system workflow’ and ‘usability’. then, keywords as a reflection of the answer to the si aspect are divided into three terms; ‘empowered by the community’, ‘ empowered by regulation’, and ‘empowered by other factors’. furthermore, keywords to describe answers that correspond with fc aspects include ‘workshop’, ‘technical competencies’, and ‘infrastructure readiness’. in addition, the keyword that reflects the answers in conjunction with attitude aspect is ‘transition. ultimately, the keyword describing the ib aspect is ‘voluntary compliance’. in order to adjust the resource statement with keywords of each element utaut, the authors make a segmentation of each response to attached on the keywords. furthermore, the authors create a chart that demonstrates the percentage of each participant that has been classified for subsequent analysis according to the three categories; gender, age, and occupations. referring to the participant occupation, the authors diversify into five distinct areas; housewives, students, experts, employees, and pensioners. tax e-filing system acceptance…… (natasya, et al.) 39 results and discussions participants who are willing to be interviewed are 16 individual taxpayers consisting of one retired civil servant (pns), three housewives who have npwp separated from their husbands, three experts who are consisting of two consultants and a doctor, two students, and seven employees. in terms of occupation category, it is projected to sharpen the diversification of individual taxpayer argument on the e-filing system, adhered to the activities and roles that are being carried out. the authors then use an identification code as the identity of the participant. participant 1 is coded r1 and so on until the participant 16 is coded r16. details regarding the participant profile can be seen in figure 2. while from the occupation point of view, the analysis of the participant opinion can be seen in figure 3. figure 2 participant profile according to their age and occupation figure 3 assessment of the tax e-filing system according to the occupation category 40 journal the winners, vol. 20 no. 1, march 2019: 33-47 it can be seen from the chart that employees have given the majority response of the other occupation. employee participants appear to be more experience in using the e-filing system than other groups triggered by the demand comes from their workplace that required tax e-filing system usage. with a sufficient level of experience, the employee participants have gained significant benefits. the same response is also experienced by another participant who stated that the e-filing system has helped them related to time management, costs, and filing management. retired pns participant (r16) explicitly states that e-filing is not only beneficial for the individual taxpayers but also tax officers in terms of facilitating the mapping process of compliant and non-compliant taxpayers, potential new taxpayers through extensification program and potential tax mapping. the following statement is r16 response: “so, we did feel that reporting with the old system compared to the current e-filing system, in fact e-filing system really help taxation officers...this tax officer means dgt employees [...] ... very helpful for the tax officers in terms of their service..the extensification becomes effective and the individual taxpayer tax calculation pattern is detected, whether there is an avoidance or evasion.” another interesting response, employee participant (r7) chose tax reporting manually because of their inability to understand electronic tax reporting very well even though their experience and understanding of taxation are sufficient. nevertheless, this participant believes that e-filing is beneficial, especially related to the allocation of time and good accessibility. the complete r7 argument is: “great, so the government has begun to put all the tax regulations in order. you don’t need to come to the tax office anymore to queue up to submit your annual tax return ... [...] e-filling, i know, but i’m still not familiar to fill it in [...] i still prefer manually if possible. because of that, the manual system is easier. for tax consultant services, i might want to think about it first, that will be another cost [...] yes we have to be consistent. because we have already registered online.” having an adequate experience, this participant has a good understanding of tax e-filing and have no issues in its operation. this is quite a contrast response compared to an interviewee who is a housewive and two interviewees who are experts. these three participants are assisted by other parties, but they agree that the e-filing system is not difficult to understand and they commit themselves to try the system on the next tax return reporting period, as the opinion of expert participants (r15): “honestly because i got helped, i do not really understand how to fill it by myself ... but since everything is already electronically assisted, it is now easier with e-filling. by using e-filling, it is not complicated. we do not have to repeatedly consulting to the tax office... initial consultation may be necessary when filling it for the first time, after that is already run by the system ... so it is easier for those who fill it ... [...] i will definitely try ... if there is a problem, constraints and a solution provided for it i will try ... there has to be an assistance so must be easy to learn.” having sufficient experience and understanding of the use of e-filing, making the employee participants have a critical argument about the condition of the facility for the implementation of efiling. interestingly, the employee participant and other occupation have seen the issue of the e-filing socialization that is not equally distributed and right on target, followed by an explanation from the dgt tax officer regarding technical workshop of the e-filing implementation which is not yet sufficient. these two factors are needed to improve so that it will enable the e-filing system nationalization policy work well, although they also criticize the availability of human resources for tax officers and the availability of inadequate electronic devices and communication networks in several regions in indonesia, particularly in eastern indonesia. regarding the si factor, the employee participant prefers the publication of the percentage of e-filing usage as the main driving factor for taxpayers to use e-filing. tax e-filing system acceptance…… (natasya, et al.) 41 this response is different from the students, experts, and retired civil servants opinion that enforcing rules accompanied by punishment will effectively encourage the transition to the use of the e-filing system. referring to the housewives, the expert community has an equally important role in influencing other community to understand and use the e-filing system and comply with its tax obligations. although all participant agree that there are still some weaknesses in the implementation of the e-filing system, they state that the e-filing should be nationalized and become a single system for tax reporting. in addition, all participants commit to obediently use the e-filing system and be transparent in reporting taxes. an analysis of the level of e-filing system acceptance from the gender perspective becomes important in consideration with diverse responses following different character and mindset. thus, the individual taxpayer assessment of e-filing can be seen in figure 4. figure 4 assessment of the tax e-filing system according to the gender category participant in this research comprises of five males and 11 females. according to the chart, it shows the number of responses according to the proportion of participant per gender. if it is examined of each aspect of the utaut element, the female participants are dominant in delivering a statement that e-filing provides more benefit, it is easy to understand and not difficult to operate. this opinion is directly proportional to the number of female participants who dominate employee and student professions apart from housewives. this opinion also confirms the adequate experience the participants have, even though there are one male and two female participants who have not directly used e-filing but are committed to use it in the future. the interesting finding is that female participant prioritizes persuasive methods from people who are experienced in using e-filing, followed by news reporting and law enforcement. in general, housewive participants have activities that are appropriately related to social activities other than activities at home. the authors see that there is a positive correlation between the types of activity of the participants with responses regarding social factors to encourage the individual taxpayer to use e-filing following by the statement of one of the housewife participant (r5): 42 journal the winners, vol. 20 no. 1, march 2019: 33-47 “i am involved in social activities, become a treasurer in the pasundan church and also for a church community ... other than just being as a housewife ... [...] that is a rule, but besides that we are also a part of the community ... the government has been repeatedly promoting about e-filling... friends will certainly invite and teach us if it is really confusing.” regarding the attitude, female participants are more convinced that e-filing is worth to be nationalized than male participants. male participants emphasize the need for evaluation regarding the implementation of the e-filing socialization and training for the individual taxpayer before it is being nationalized. in addition, manual spt submission is still needed while ensuring all taxpayers understand and able to use the e-filing system. however, both male and female participants agree to obey and be more disciplined using e-filing and more transparent regarding their income data. in terms of the readiness of supporting facilities for the e-filing system, women highlight the issues of technical capabilities that needed to be accommodated by dgt tax officers in the availability of computer devices and the internet to facilitate the learning process of using tax e-filing system. on the other hand, male participants emphasize on the socialization of the regulation because almost all male participants argue that in the era of globalization, it is not difficult to access all relevant information. they argue that the tax officers must organizing the e-filing socialization, either from the dgt itself or assign tax officers to come to the regional representative office and carry out a regular seminar or technical workshop. the result of the individual taxpayer assessment of tax e-filing system according to the age category can be seen in figure 5. figure 5 assessment of the tax e-filing system according to the age category in this research, participants have diverse age. student participants are 25 years old, followed by employees who are in the age range of 25-35 years old. then, experts in the age range of 25-38 years old. the age range of housewive participants between 30 and 61 years old. a retired civil servant is 64 years old. with the classification of the age range that has been made by authors, the age of 25-38 years is categorized in the group ‘25-45 years’. in addition, participants with age 61 to 64 years old is entered the ‘56-64-year-old’ group. the age group of ‘25-45 years’ is marked with color blue, while the age tax e-filing system acceptance…… (natasya, et al.) 43 group of ‘56-64 years’ is marked with color green. the authors’ consideration in age group segregation emphasizes on the evaluation of the e-filing system based on productive and unproductive age, but it is classified as an active taxpayer because the participant owns npwp. referring to figure 5, it shows that the age group between 25-45 years old dominate response related to the e-filing system using the utaut perspectives. in general, the two age groups state that the e-filing system has enabled them to maintain their productivity. furthermore, the age group of 25-45 years old more emphasizes on timesaving while the other group points out cost saving and file management as the benefit of tax e-filing system. referring to the system usage experience, it can be seen that the age group of 25-45 years old are more experienced because of the demand comes from their place of activity. on the other hand, the age group of 56-64 years old tends to have less experienced. however, both participants are willing to voluntarily learn and use tax e-filing system in the future. regarding the social factor, it is clear that regulation and its publication becomes the most important issue for the age group of 25-45 years old as it is stated in the following statement of expert participant (r14): “referring to the middle-class people who are more tax literate ... let say to encourage ... yes ... because indonesia taxpayer sometimes need to be forced and punished ... to obey, if not they will be careless” meanwhile, another group argues that the active role of the community and tax officers as a driven factor for the transition process of tax return reporting from manual to e-filing model. the age group of 56-64 years old are dominated by retired civil servant and housewives. in their daily activities, this group more interacts with a various layer of society in the form of social activity. referring to this, the authors find a close relationship between their activities and the expressed opinion regarding the social factor. in the context of the readiness of e-filing supporting facilities, both groups collectively state that the readiness of capable dgt tax officer followed by availability in terms of equipment and a stable network, as well as the improvement of individual taxpayer technical capabilities, become the crucial factors in implementing the tax e-filing system. furthermore, the two groups agree that it is time for tax reporting mechanism to shift from manual to e-filing model. in addition, they will voluntarily comply and be more disciplined to disclose assets and taxes to be paid. with reference to the overall responses as well as arguments obtained from the three assessment model using utaut factors, it can be concluded that tax e-filing system is firmly accepted by 16 participants. this is aligned with participant commitment to voluntarily move from manual submission process to the advanced system. with reference to the research objectives, meanwhile, the research findings will be described related to each utaut factor. firstly, pe directly contributes to the transition of participant behavior (attitude) to use tax e-filing system. of the three assessment categories (occupation, age, and gender), all of them demonstrates the benefit of an e-filing system; it is supportive in terms of time-saving and cost efficiency. hence, participants are voluntary and willing to use e-filing as their tax reporting media. this result is consistent with the research outcome of schaupp, carter, and mcbride (2010); hakim (2016); lu and nguyen (2016); and dewi and yadnyana (2017), as taxpayer will voluntarily use the e-filing system if the tax submission process is more fluid and efficient than the manual process. secondly, ee directly contributes to the participant behavior (attitude) to apply the e-filing system. although a small number of participants are still assisted by others in filling out and submit their spt electronically, these participants have shown their attempt and willingness to be able to personally try the e-filing system and consistently report their spt through the e-filing system. the underlying factor is that the e-filing system is easy to understand and operate. furthermore, the automation process of tax calculation and the accuracy of tax calculation have assisted participants to clearly understand the potential tax obligations. in addition, e-filing is useful in terms of managing the spt document because it is filed electronically and paperless. this result has a more comprehensive 44 journal the winners, vol. 20 no. 1, march 2019: 33-47 dimension of response rather than the research outcome of hakim (2016), lu and nguyen (2016), and dewi and yadnyana (2017), where the ee aspect in the previous three research only emphasize on the ease of applying e-filing. thirdly, si directly contributes to the behavior of the participant (attitude) to use e-filing. referring to housewive and retired civil servant participants, invitation and advocation from the community are considered to be more sufficient to influence these participants to voluntarily understand and learn about the tax e-filing system. this response is similar with schaupp, carter, and mcbride (2010) findings. referring to students, employees and experts participant, extensive publication on the level of e-filing usage and more intensive e-filing socialization from dgt will deliver a significant impact on them to switch to use the e-filing system. this argument tends to be more informative and clear to justify the role of si to determine the acceptable level of the e-filing system than dewi and yadnyana (2017) findings. the research participant only emphasizes on an introduction of e-filing system from other associates and their social status, ignoring the possibility of the transition process in terms of tax submission method in the environment around the participant. meanwhile, lu and nguyen (2016) do not specifically explain the role of si in relation to the e-filing system usage intention in vietnam. fourthly, fc also directly contributes to a change in participant behavior (attitude). participant opinion from all categories (age, occupation, and gender) are more critical to the limitations of capable tax officer availability, infrastructure readiness in some areas and technical workshop or the e-filing system socialization. according to participant argument, if the facility can be provided adequately, it will be able to encourage the process of the e-filing system nationalization and discipline in using the e-filing system, particularly for the participant itself. this result is coherent with dewi and yadnyana (2017) findings. however, hakim (2016) in his research does not clearly evaluate fc for the use of efiling so that the results of his research are not related to aspects of fc. meanwhile, schaupp, carter, and mcbride (2010), as well as lu and nguyen (2016), ignore the fc factor as the determinant factor of e-filing implementation because of a more well-established infrastructure provided in each country. fifthly, attitude of the participant directly contributes to the participant ib. although there are still limitations and weaknesses in the e-filing system implementation, this does not become an obstacle for the participant to voluntarily report their taxes through the e-filing system and transparently report their source of income. the benefits and usefulness provided from the e-filing system are able to convince the participant to be more disciplined in using the e-filing system and comply with their tax obligation. this result is coherent with the positive contribution of pe, ee, si, and fc toward the change of the attitude of 16 individual taxpayer participant to use e-filing. in contrast, lu and nguyen research (2016) findings suggest that whether information confidentiality as the fc element able to provided by the vietnam tax e-filing system, the participant would be attracted to shift (attitude) from the manual submission process to electronic process and consistently uses e-filing system (ib). conclusions by and large, tax e-filing system has widely accepted by this research participant because of its several significant effects. it is beneficial for individual taxpayers to simplify their tax return reporting process. it saves time and able to reduce costs; hence it has increased taxpayer productivity. the tax efiling system is accessible and capable of delivering an accurate tax calculation. accordingly, it has stimulated the individual taxpayer participant to commit themselves to comply with tax e-filing system and be more disciplined in reporting their taxation obligation. referring to the change of taxpayer attitude, it is not relied only on the benefit that has been received but also from invitation derived by the community as well as dgt officer regarding the importance of reporting tax return through the e-filing tax e-filing system acceptance…… (natasya, et al.) 45 system. in addition, the e-filing system socialization and technical workshop are followed by infrastructure readiness that is conducted by competent dgt tax officers are vital to develop taxpayer awareness of their taxation obligation. it is also necessary to balance the need for national income and taxpayer expectation in which the reporting mechanism will be simplified. ultimately, the compliance level of the individual taxpayer to voluntarily submit their spt through the e-filing system highly depends on their attempt and willingness to shift from the traditional model to the electronic model. this transition will occur if taxpayers requirement is accommodated, such as comfortability, safety, and a comprehensive understanding while using tax e-filing system. as a recommendation, dgt needs to intensify their socialization and workshop program regarding the need of indonesia citizen, particularly individual taxpayer, to comply with tax regulation and promote the benefit of tax disclosure through e-filing system throughout indonesia. furthermore, electronic infrastructure needs to provided equally in all regions in indonesia. yet, the appointment of a capable tax officer is vital to develop people awareness on their understanding regarding taxation. on the other hand, the community should support government policy in terms of e-filing system nationalization throughout indonesia. furthermore, experience in relation to electronic tax submission model needs to be shared with other parties and 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(2015). the unified theory of acceptance and use of technology (utaut): a literature review. journal of enterprise information management, 28(3), 443-488. https://doi.org/10.1108/jeim-09-2014-0088. http://www.neraca.co.id/article/99267/sistem-pelaporan-e-filing-perlu-dievaluasi-ditjen-pajak-terima-lebih-105-juta-laporan-spt-wp-pribadi-2017 http://www.neraca.co.id/article/99267/sistem-pelaporan-e-filing-perlu-dievaluasi-ditjen-pajak-terima-lebih-105-juta-laporan-spt-wp-pribadi-2017 https://bisnis.tempo.co/read/1075511/jumlah-wajib-pajak-pribadi-pelapor-spt-masih-di-bawah-target https://bisnis.tempo.co/read/1075511/jumlah-wajib-pajak-pribadi-pelapor-spt-masih-di-bawah-target tax e-filing system acceptance…… (natasya, et al.) 47 appendix a interview working paper name of interviewee: gender : male/female date : age : occupation : time : tax id : aspects pe 1. what is your opinion regarding dgt modernization program to assist taxpayers in terms of reporting their tax return? 2. could you share your experience while you report your tax return manually?did you report it by using dropbox system or directly through tax office? 3. what do you know about tax e-filing system? how do you manage your tax return while using the system? 4. have you actively used the system? in your experience, does it provide more benefit than the previous system? you may elaborate your answer. ee 1. what was your first impression when you operated the system at the first time? did you get an assistance or did you do by yourself? 2. did you find any issues during the tax calculation process as well as reporting process in tax e-filing system?in your experience, what was the easiest and the hardest process to understand and learn? 3. e-filing tax system offers two models of reporting tax return. which one do you prefer?what advantage do you get from the model? 4. during the tax file uploading process, did you find any difficulties? if yes, would you describe the problem that you had in that step? 5. at present time, do you still use the tax e-filing system? do you hire a tax consultant to fill the tax return or only by yourself? 6. what kind of circumstances related to the tax e-filing system that may trigger taxpayers to return to the traditional process of tax return reporting? si 1. what is your argument regarding dgt policy which still allow individual taxpayer to report manually their tax return?what primary issue that might be the policy background? 2. have you ever read the tax e-filing regulation? is it important for you to understand the legal basis of tax e-filing implementation in indonesia? what factor do you think that will influence individual taxpayer to use the tax e-filing system? 3. the percentage level of tax e-filing system usage by individual taxpayer reach 80% since the launch of tax amnesty program in 2015. will the news motivate you to temporarily use the tax e-filing system? fc 1. what primary circumstance that will drive individual taxpayer to apply the tax e-filing system voluntarily? 2. have you ever attended the tax e-filing seminar conducted by dgt? if yes, what topic that you perceived as the important issue in relation to tax e-filing system implementation? 3. will you comply with the tax regulation in terms of reporting tax return electronically after you attended the seminar? attitude 1. in your opinion, what will be the benefit as well as the drawback outcome as the consequence of implementing the tax e-filing system throughout indonesia? has it adequate enough to obligate all individual taxpayer to apply the tax e-filing system? ib 1. will you consistently use the tax e-filing system and voluntarily report your tax obligation while you have obtained your expectation from the system? lists of question notes the impact of halal label …… (freddy pandapotan simbolon) 111 the impact of halal label, price, and brand on the purchase decision of bakso wagyu in kota wisata cibubur freddy pandapotan simbolon management department, bina nusantara university jl. k. h. syahdan no. 9, palmerah, jakarta11480, indonesia freddysimbolon@binus.ac.id abstract the objective of this research was to examine the impact of halal labels, prices, and brand on the purchase decision to buy bakso wagyu in kota wisata cibubur. it used associative research, and data were collected through a field survey from the bakso wagyu outlet in kota wisata cibubur. a set of questionnaires was distributed to 96 customers of bakso wagyu outlet in kota wisata cibubur. multiple regression analysis assessed the impact on purchase decisions of three key constructs of the halal label, price, and brand. the analysis method used correlation analysis, multiple regressions, and hypothesis testing. the results show three components, namely halal label, price, and brand, simultaneously have a significant influence on the purchase decision. however, the halal label was a variable. that are has the most dominant impact. this research indicates the results that halal labels are important for imported products that are consumed by indonesian people who are mostly muslim. keywords: purchase decision, halal labels, prices, brands introduction indonesia is a very potential market for the production and distribution of halal products. this is inseparable from the largest number of muslims in the world (afroniyati, 2014). in accordance with the 2019 the institute for food, drugs, and cosmetics studies of the indonesian ulema council (lpom mui), it is reported during the 2014-2018 period the total number of halal products was 591.604 with an average growth of 27,87% and a high growth increase in 2018 of 60,44%. this data shows the high demand for companies to increase the number of halal products to get halal certification from lpom mui. table 1 shows the halal product growth from 2014 to 2018. table 1 halal product growth from 2014 to 2018 years number of companies number of halal certification number of halal products growth of halal products 2014 10.180 10.322 68.576 6,95% 2015 7.940 8.676 77.256 12,66% 2016 6.564 7.392 114.264 47,90% 2017 7.198 8.157 127.286 11,40% 2018 11.249 17.398 204.222 60,44% total 43.131 51.945 591.604 27,87% source: lpom mui (2019) as quoted by ruslan (2017), halal comes from word of halaal in arabic, which the opponent of it is haram. in islamic teachings, the word halal means ‘allowed’ or ‘permitted’. usually, halal words mailto:freddysimbolon@binus.ac.id 112 journal the winners, vol. 20 no. 2, september 2019: 111-120 are referred to as foods and beverages that can be consumed according to sharia. at present, awareness for muslims in the world to consume products with the halal label is very high. similarly, according to permana (2019), from 2012 to 2018, a number of 688.615 halal certificates are issued by the food, drug, and cosmetics study institute of the indonesian ulema council (lppom mui). in addition, 55.626 companies have labeled halal; however, the number of certified products is still small compared to products that are not halal certified. in relation to halal label of food and beverage products, this research takes the theme of the effect of halal labeling on purchasing decisions for meatballs in the city of cibubur. in addition to the halal labeling variable, other variables that influence it are examined, namely price and brand. meatball menu is chosen because the object that is being studied uses bakso wagyu imported from japan to indonesia, which is a non-muslim country. bakso wagyu is a type of japanese beef that has a distinctive marble pattern. the name wagyu itself is taken from the japanese language ‘wa’, which means japanese, and ‘gyu’, which means meat. the meat is soft and very delicious to eat, besides that, bakso wagyu is very healthy for health because it contains omega-3 and 6, as well as monounsaturated fatty acids compared to other beef. bakso wagyu is sold at a price that is quite expensive because it has many advantages compared to other beef. the halal label is the main focus in this research due to indonesia as a country with the largest muslim population in the world, especially for the consumption of halal imported food. there are many companies that do halal label by arranging on product packaging. however, the question is to what extent the company has applied or provided education regarding this matter to the consumers. the problem that arises is that bakso wagyu is the meat from japan, so there is a bad perception from some customers that the meat has not been halal-certified, especially the issue that wagyu cows are fed with sake; a type of liquor from japan. the problem that exists in the customers’ minds is whether bakso wagyu is halal to be consumed by the indonesian muslim community. in relation to this condition, the importance of halal certification for the sale of bakso wagyu is an important concern for consumer purchase decisions. the second problem is the price. bakso wagyu has been very popular for steak and is one of the most expensive steak dishes. likewise, bakso wagyu, which is processed into bakso wagyu dishes, is, of course, priced at quite expensive, which is rp38.000,per serving, while ordinary meatballs with beef are priced at rp17.000,-. a large price difference will certainly impact consumer purchase decision to buy bakso wagyu. the third problem is the brand. bakso wagyu is a new brand that is packaged as a premium class. the price given is quite expensive because it uses bakso wagyu’s quality to guarantee the best meatball taste. in addition, a business space that is comfortable and seems exclusive. the new brand by selling bakso wagyu is also a challenge that can impact the consumer purchase decision. based on the phenomenon mentioned, the existence of bakso wagyu becomes interesting to study. first, because the meatballs used bakso wagyu are imported from japan, which is mostly nonmuslim so that the meat may be doubtful. second, bakso wagyu is known as meat with a fairly expensive price, and thirdly, related to a new brand with the name of bakso wagyu will be a challenge to consumer purchasing decisions. so the formulation of the problem of this research is how the impact of halal labeling, price, and brand on consumer purchasing decisions of bakso wagyu in kota wisata cibubur. to determine the research model, a retail study of three researches is conducted. bulan and rizal (2016) have discussed the effect of halal labeling on sausage purchase decisions in kuala simpang, aceh tamiang regency. the sampling method uses an accident sampling method with a total sample of 96 people, and the analysis method uses a simple regression analysis. this research provides results that halal labeling contributes 33,5% in sausage purchasing decisions in the area, while the remaining 66,5% is influenced by other variables. other research is conducted by widyaningrum (2018) that has researched the effect of halal labels, brand associations, advertisements, and celebrity endorsers on purchasing decisions. the survey the impact of halal label …… (freddy pandapotan simbolon) 113 is conducted on wardah cosmetics consumers in malang, concluding that there are positive and significant influences among researched variables. the research uses a survey method for wardah cosmetic users in malang city, with probability sampling methods as many as 57 respondents, and the data analysis method is used to prove the hypothesis using general structured strengthened component analysis (gsca). the results of the research indicate that the purchasing decision that can be explained by the model is 72,5%, and the rest (27,5%) can be explained by other variables. these results provide an indication that muslim consumers tend to choose products that are declared halal compared to products that have not been declared halal by authorized institutions, no exception in terms of purchasing cosmetics. cosmetics is one purchase that emphasizes the involvement of feelings (emotional), so that sometimes a figure or idol (celebrity), who becomes the brand ambassador in a cosmetic ad can stimulate purchases. the relationship of halal labels to advertising, celebrity endorsers, brand associations, and purchasing decisions is how marketers create products that are halal and certified so that muslim consumers feel protected to consume them. subsequent research is conducted by alfian and marpaung (2017), namely research on the analysis of the effect of halal, brand, and price labels on purchasing decisions in medan. research is done by taking samples of muslim consumers in the medan petisah sub-district, and analysis methods use multiple regression that results in that around 65,1% of the halal label variables, brand image, and price influences muslim consumer purchasing decisions in medan, while 34,9% is explained by other factors. from the three researches mentioned, it can be concluded that all three use the same analysis method, namely regression, with the same three independent variables, namely halal label, brand, and price, but the difference between the three researches is the results obtained. the research conducted by bulan and rizal (2016), who only uses one halal labeling variable, contributes only 33,5% to purchasing decisions, but the other two researches are using more than one independent variable that contributes 72,5% and 65,1 %. so, it can be concluded that a halal labeling variable contributes quite a large amount of 33,5% to purchasing decisions. it means that the importance of halal labeling in consumer purchasing decisions. likewise, wibowo and mandusari (2018) have researched muslim communities in pekalongan in deciding on food purchases. halal labeling is very instrumental in increasing sales of a product to attract the purchasing power of muslim consumers. according to them, the purchase decision can function as a measure of the extent of sales of products that have been determined halal with products that have no clarity between halal and haram. halal marketing is one of the preferences of consumers to decide to buy a product because through the halal concept; consumers can gain trust in products that are hygienic, quality, and safe (ambali & bakar, 2014). another research is conducted by ashmawy (2015) that has said halal marketing is an important part, not only for muslim consumers but also for nonmuslims in understanding the buying behavior of muslim consumers. in addition, according to mohezar, zailani, and zainuddin (2016), the halalness of a product has helped consumers in making product selection decisions. likewise, khan and azam (2016) have researched that labeling halal is one aspect of the product selector that will be purchased by consumers. so based on this, halal labeling of a product is one factor in making consumer purchasing decisions. consumer behavior is buying behavior from end consumers, both individuals, groups, and organizations that buy goods and services for the purpose of consumption or personal use (kotler & armstrong, 2014). in addition, according to rafiz, arifin, and hidayat (2016), purchasing decisions is one of the activities carried out by each person in each time and place to buy something according to their choice. in deciding this purchase, it is considered as an action taken after an evaluation of all available alternatives has driven the desire to buy. rafiz, arifin, and hidayat (2016) have said that purchasing decisions are a selection of two or more choices. complex decision-making processes often involve several decisions and choices between two or more alternative actions. so, based on the opinions of various sources, it can be concluded that purchasing decisions are made after the evaluation of various 114 journal the winners, vol. 20 no. 2, september 2019: 111-120 choices and considerations, where an integration process occurs. it combines knowledge to evaluate two or more alternative behaviors, so it is decided to choose one of them. the results of this integration process are choices that are presented cognitively as desires to behave. according to bulan and rizal (2016), the understanding of halal according to the ministry of religion contained in the decree of the minister of religion of the republic of indonesia number 518 of 2001, concerning inspection and determination of halal food is not contrary to islamic law. the importance of halal certification, as revealed by afroniyati (2014), halal certification is a policy that has its history and arises as a solution to major issues in the field of religion as well as economic problems. chairman of the indonesian ulema council, hasan basri, has said that halal certification in indonesia is motivated by the research of tri sutrisno, a lecturer at universitas brawijaya, along with several students related to food in several supermarkets. from the results of these researches, it is found several components of food ingredients containing pig elements. when the results of this research are raised and announced to the public, the community becomes an uproar. the issue becomes increasingly developed in various other types of food beyond the results of the research. other literature revealed by afroniyati (2014), basically indonesia, already has several regulations that can help protect muslims from illicit products. like law no. 7 of 1996 is concerning food, law no. 8 of 1999 is concerning consumer protection, and decree of the minister of religion no. 519 of 2001 concerning the implementing agency for halal food inspection. in addition, there is also a charter of cooperation between the ministry of health, the ministry of religion, and the mui concerning the implementation of the inclusion of halal labels on food in 1996 (in the form of halal writing in arabic letters). however, until now, the government has not given sanctions to companies for non-compliance with halal certification; this is because it has not been regulated in civil or criminal terms. halal certification shows the protection of the interests of muslims that lead to formal law. protection in formal law shows that the legal content created by religion has been reduced and is less strong in regulating more real relationships in the life of the state. bulan and rizal (2016), in their research, has stated that halal labeling is not a concern of consumers because they lack understanding or lacked information about food products that have included halal labels. for this reason, the government still needs to provide information about this halal label to the mainly muslim community. alfian and marpaung (2017) have explained the meaning of price is the amount of money charged on a product or the sum of the consumer’s exchange value for the benefits of having or using the product. thus the definition of prices, when viewed from the marketing side, is adjusted to how much the benefits that felt by consumers. the price of a product becomes more expensive if it provides great benefits for consumers. when examined from an economic perspective, prices are determined by the producer and consumer side. according to fatoni (2014) in alfian and marpaung (2017) has stated that prices and product competencies are formed to fulfill the goals of two parties, namely producers and consumers. manufacturers perceive as the value of goods that are able to provide the benefits above the cost of production (or other purposes such as profits). consumers view prices as the value of goods that capable of providing benefits for meeting their needs and desires (e.g., savings, prestige, payment terms, and so on). according to alfian and marpaung (2017), prices can also show the quality of the brand of a product, where consumers assume that expensive prices usually have good quality. if the company does not set the price right, then this will be fatal in the future. prices will always be associated with product quality; if the price set is not in accordance with the quality, it will affect the decision of consumers to buy. it can be concluded that at a certain price level, if the benefits perceived by consumers increase, the value will increase as well so that consumers’ decisions to make purchases of these products will increase. similarly, yoon et al. (2014) have said that the price of a product will be of high value if it is supported by promotions that have an impact on increasing consumer interest in buying. the research conducted by adyanto and santosa (2018) also proves that the price aspect is one aspect that has a significant effect on purchasing decisions. the impact of halal label …… (freddy pandapotan simbolon) 115 related to the brand, according to kotler and armstrong (2014), a brand is a name, term, symbol, design, or a combination of one part that identifies a product or service from one seller or group of sellers, and distinguishes it from competitors. in addition, the brand will help consumers identify products that can provide benefits to them. this means that the brand is an asset owned by the company as a sign of the business or product or also the services that the company has to make it easily recognizable by the customer and also as a differentiator with the products or services of other companies. othman, shaarani, and bahron (2016) have said that a famous and trusted brand is an invaluable asset. brands develop into the largest source of assets and are important factors in the company’s marketing activities. the most unique expertise of professional marketers is their ability to create, maintain and protect, and enhance brands. the brand that attracts consumers’ attention is by making the product look unique and easy to remember, making it easier for consumers to make choices. moreover, brands that create strength, uniqueness, and preferences in consumers’ minds will lead to loyalty to the brand. in addition, othman, shaarani, and bahron (2016) have revealed that customers tend to choose brands that are well known because they feel safe with something known and think the brand is likely to be reliable and the quality can be accounted for. thus the brand is thought to influence purchasing decisions. the better the brand image for consumers, the greater the decision to purchase food products with the brand. likewise, in the opinion of graeff (1996), such rapid market development encourages consumers to pay more attention to the brand image than the physical characteristics of a product in deciding a purchase. the brand is one aspect that has an influence on consumer purchasing decisions. this is as conveyed by sinaga and pramanda (2018) that consumer purchasing decisions are influenced by the brand of an item, so the rise and fall of consumer decisions to buy goods are strongly influenced by the brand attached to the product. the research objective can be formulated as; (1) there is the impact of the halal label on purchase decision at bakso wagyu in kota wisata cibubur. (2) there is the impact of price on purchase decisions at bakso wagyu in kota wisata cibubur. (3) there is the impact of brand on purchase decisions at bakso wagyu in kota wisata cibubur. (4) there is the impact of the halal label, price, and brand on the consumer purchase decision to bakso wagyu. figure 1 shows the three key constructs of the halal label, price, and brand, which are hypothesized to influence consumer purchase decisions. figure 1 the research framework halal label (x1): 1) bakso wagyu is halal guaranteed. 2) bakso wagyu meets halal standard. 3) meat processed is in accordance with the halal standardization. 4) halal logo are printed on the restaurant board price (x2): 1) price of bakso wagyu in accordance with the taste. 2) price of bakso wagyu is in accordance with the quality of service. 3) more competitive than other close competitors. 4) the price does not disappoint me brand (x3): 1) the image of quality taste. 2) a sense of trust. 3) easy to remember. 4) the attraction for buyer loyaty purchase decision (y): 1) compared to other meatballs, bakso wagyu is my favorite choice. 2) i choose bakso wagyu because they guaranteed halal. 3) i choose bakso wagyu because of trusted brand. 4) i choose bakso wagyu because the price matches the taste quality h1 h2 h3 h4 116 journal the winners, vol. 20 no. 2, september 2019: 111-120 the alternate hypothesis which is a statement expressing a relationship between two variables or indicating differences between groups can be described: h1: there is the impact of halal label to consumer purchase decision at bakso wagyu outlet in kota wisata cibubur. h2: there is the impact of price to consumer purchase decision at bakso wagyu outlet in kota wisata cibubur. h3: there is the impact of brand to consumer purchase decision at bakso wagyu outlet in kota wisata cibubur. h4: there is the impact of halal label, price, and brand to consumer purchase decision at bakso wagyu outlet in kota wisata cibubur. methods the type of research is associative research. based on the purpose and nature, this research is classified as explanatory research. rafiz, arifin, and hidayat (2016) have said that explanatory research is a study that explains the causal relationship between two variables, namely independent variables that affected the dependent variable. according to the level of expansion, that is how the variables studied would explain the objects studied through the collected data that could be classified into associative research. sources of data use primary data, namely data obtained by getting directly from respondents who came for meals by using a questionnaire through a field survey at bakso wagyu in kota wisata cibubur. the data collection period is two weeks in the second and third week in june 2019. the method of collecting data uses a closed questionnaire that provides answers using five likert scales, starting with a scale of 1 means strongly disagree to scale 5, which states strongly agree. the sampling technique uses the accident sampling method, which according to amalina and khasanah (2015), it explains the accident sampling is the selection of samples based on coincidence, i.e., anyone who accidentally meets with the researcher and is seen by the person to be suitable as a respondent would be used as a research sample. respondents involved in this phase are culinary consumer volunteers at bakso wagyu outlet in kota wisata cibubur. therefore, the formula for the sampling unit is: n = (za/2) 2 pq / e2 n = the number of samples z = a large normal standard value depending on a = 0,05, so it is obtained z=1,96 q = 1-p, which p uses a value of 0,05 e = a deviation tolerated at 0,1 a 95% confidence interval around the population estimate of change is about +/-2 standard errors around the estimate calculated from the sample. if the 95% confidence interval excludes zero, then it can be described the difference as ‘statistically significant’ at the 5% level (i.e., there is a less than 5% chance that the difference is due to sampling error alone). all tests of statistical significance of change are made at the 5% level. then the calculation is obtained: n = (1,96)2 (0,5) (0,5) / (0,1)2 n = 96 respondens. furthermore, the data analysis methods are using correlation test analysis, multiple regression, and hypothesis testing by using the t-test with the program spss 22 for the statistical analysis. the multiple regression equations to be tested are: the impact of halal label …… (freddy pandapotan simbolon) 117 y = a + b1x1 + b2x2 + b3x3 + e y = purchase decision x1 = halal label variable x2 = price variable x3 = brand variable e = random error results and discussions correlation is used to test relationships between quantitative variables. the study of how variables are correlated is called correlation analysis. correlation analysis for each independent variable on the purchase decision variable, is stated in table 2. table 2 correlation analisys no variable value of correlation with purchase decision significance level 1 halal label (x1) 0,612 0,001 2 price (x2) 0,575 0,001 3 brand (x3) 0,464 0,001 4 correlation of overall variables (r) 0,745 0,001 5 r square 0,555 0,001 source: spss version 22 it is shown that the halal label variable (x1) has the highest correlation coefficient of 0,612 with a significance level of 0,001; it means that there is a strong significance between the halal label and purchase decision. while the price variable (x2) has a correlation coefficient of 0,575 with a significance level of 0,001, that means there is a significant correlation between price and purchase decision. similarly, for brand variables (x3), it has a correlation coefficient of 0,464 with a significance level of 0,001, which means there is a strong significance between the brand and the purchase decision. overall, the three independent variables have a correlation coefficient (r) of 0,745 with a significance level of 0,001, which means that overall, the three variables studied significantly correlate strongly with the purchase decision. so that, the value of r-square (r2) for the three independent variables on purchase decisions is 0,555, which means that the three research variables contributed 55,5% in consumer purchasing decisions in the purchase of bakso wagyu in kota wisata cibubur. the remaining 44,5% is influenced by other variables that are not examined in this research. based on the results of multiple regression analysis using spss processing, the results are shown in table 3. table 3 regression analysis no variable beta coefficient value significance level 1 constanta 0,132 2 halal label (x1) 0,377 0,000 3 price (x2) 0,346 0,000 4 brand (x3) 0,252 0,003 5 fhit 38,261 0,000 source: spss version 22 analysis 118 journal the winners, vol. 20 no. 2, september 2019: 111-120 the regression equation decision on purchasing bakso wagyu in kota wisaya cibubur can be seen as follow: y = 0,132 + 0,377x1 + 0,346x2 + 0,252 x3 the multiple regression equation explains that the halal label variable (x1) is a variable with the largest beta coefficient value that is equal to 0,377 and with a significance level of 0,000. this value implies that the halal label is the dominant variable that influences consumers in the decision to buy bakso wagyu. other variables that have a significant effect are price with a beta coefficient value of 0,346 and a brand variable with a beta coefficient of 0,252. to test the hypothesis, the f calculation results are used with a coefficient of 38,261 and a significance level of 0,000 (smaller than the specified significance level of 0,01). this result gives the meaning to reject the null hypothesis, which means that halal label, price, and brand impact simultaneously to the consumer purchase decision. bakso wagyu is in accordance with the halal standardization. the results of this research are supported by earlier researches, such as khan and azam (2016) that labeling halal is one aspect of the product selector that will be purchased by consumers. ambali and bakar (2014) have pointed out that halal marketing is the guarantee for consumers to decide to buy a product because through the halal guarantee, consumers can gain trust in products that are hygienic, quality, and safe. the second variable that has a significant impact on purchasing decisions is the price. the price of bakso wagyu is in accordance with the taste and more competitive than other competitors’ meatballs. according to alfian and marpaung (2017), prices can also show the quality of the brand of a product, where consumers assume that expensive prices usually have good quality. the latter variable is a brand that has a significant impact on purchasing decisions. from the foregoing, it is clear that bakso wagyu’s brand is the variable that can explain significantly consumer’s purchase behavior based on the image of quality taste, a sense of trust, easy to remember, and the attraction of buyer loyalty that make the consumers prefer wagyu bakso in kota wisata cibubur. hence, they have a positive image of bakso wagyu in their minds. the results of this research are supported by earlier research, such as othman, shaarani, and bahron (2016) have revealed that customers tend to choose brands that are well known because they feel safe with something known and think the brand is likely to be reliable and the quality that can be accounted for. conclusions the research findings show that (1) there is the impact of the halal label on purchase decisions at bakso wagyu in kota wisata cibubur. (2) there is the impact of price on purchase decisions at bakso wagyu in kota wisata cibubur. (3) there is the impact of brand on purchase decisions at bakso wagyu in kota wisata cibubur. (4) there is the impact of the halal label, price, and brand on the consumer purchase decision to bakso wagyu. this research has shown a change in consumer buying behavior in switching from non-halal label to the halal label. this change in behavior is due to bakso wagyu’s ability to successfully build a halal label as the dominant variable for its food at bakso wagyu outlet in kota wisata cibubur. consumer purchasing decisions are influenced by label halal guarantee that can gain trust in products that are hygienic, quality, and safe. the research has limitations; namely, only one outlet is examined, and hence, findings cannot be generalized. future research can look at promotion, the choice of location, and the quality of service on purchase decisions. the impact of halal label …… (freddy pandapotan simbolon) 119 references adyanto, b. a., & santosa, s. b. 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(2014). higher quality or lower price? how value increasing promotions affect retailer reputation via perceived value. journal of business research, 67(10), 2088-2096. https://www.republika.co.id/berita/dunia-islam/mozaik/17/01/06/ojclls313-alquran-sebut-kata-halal-30-kali https://www.republika.co.id/berita/dunia-islam/mozaik/17/01/06/ojclls313-alquran-sebut-kata-halal-30-kali http://dx.doi.org/10.20473/jmtt.v11i1.8530 https://doi.org/10.14710/halal.v1i1.3400 *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 35 the winners, 21(1), march 2020, 35-41 doi: 10.21512/tw.v21i1.5963 comparing cost leadership strategy with differentiation strategy towards firm performance on jakarta islamic index surono1*; tulus suryanto2; erike anggraini3 1 faculty of economics, university of airlangga jl. airlangga no. 4 6, surabaya, jawa timur 60115, indonesia 2,3 faculty of islamic economics and business, islamic state university of raden intan lampung jl. endro suratmin, sukarame, lampung 35131, indonesia 1surono-2018@pasca.unair.ac.id; 2tulussuryanto@radenintan.ac.id; 3erikeanggraini@radenintan.ac.id received: 04th september 2019/ revised: 16th september 2019/ accepted: 19th september 2019 how to cite: surono., suryanto, t., & anggraini, e. (2020). comparing cost leadership strategy with differentiation strategy towards firm performance on jakarta islamic index. the winners, 21(1), 35-41. https://doi.org/10.21512/tw.v21i1.5963 abstract the research aimed to examine the effect of cost leadership strategy and differentiation strategy on company’s performance. it was conducted in companies listed in the jakarta islamic index from 2014 to 2018. purposive sampling was used to obtain samples from 12 companies. analysis was done by multiple linear regression with the help of the ibm spss 23 statistical program for windows with a quantitative descriptive approach. the results show that the cost leadership strategy influences company’s performance compared to differentiation strategy. the implementation of a low-cost strategy is significantly relevant to the condition of people who are sensitive to price and are not much aware about brand products in decision making. the design of a unique item model does not determine success in marketing a product, the relative price offered is quite high and only in certain market segments the product is of public interest. product quality is defeated by the quantity of goods, people prefer how much goods are obtained than the durability of the products consumed. keywords: cost leadership strategy, differentiation strategy, firm performance i. introduction the company’s goal in general is to maximize profits as theory of the firm states that an organization combines and manages its resources with the aim of producing goods or services for trading (setiono, 2015). the achievement of the company’s sales will determine the value of a company, this reflects the trust and loyalty of the people to the company. as the value of a company, investors prosperity will also increase. the welfare of shareholders and the company are represented by stock price on the market exchange. the higher value of a company leads to the increasing share prices. the company is trying to increase the prosperity of investors to attract other investors to invest their finals in the company’s shares. one way is by listing the company into the jakarta islamic index indexation. being listed in the jakarta islamic index (jii) is important because the majority of indonesia’s population are muslims who would prefer sharia stock investments. based on the publication of the kustodian sentral efek indonesia (ksei), the growth in the number of share investors in indonesia in 2018 has increased by 44% compared to 2017. many companies competing to be listed in jii so that each company has a competitive strategy to be listed in jii (niode, 2012). on the other hand, companies that have been listed in jii will try to maintain their position by implementing several corporate strategies. decisions in business is determining the sustainability of a company. the theory of the company states that the decision made in order to maximize profit is intended to maintain the existence of the company (setiono, 2015), so every company needs to thrive and survive. maintaining a company in a highly competitive market industry requires strategies to bring the company forward and win the market segment than any other competitor. several potential strategies are porter strategic theory, the cost leadership strategy, differentiation strategy and the strategy of focus. the cost leadership strategy and differentiation strategy are often applied by companies in winning the market. the benchmark in this research is the measurement of success of the strategy applied by the company 36 the winners, vol. 21 no. 1 march 2020, 35-41 resulting in the company’s performance (maharani & budiasih, 2018). a firm’s performance is a summary of the purpose which is the standard to be used as an appraiser of business success by economic entities in production activities (setiawan, 2016). the need for information about the company’s performance as a measure of decision-making in the future by stakeholders and investors, for the measurement of performance needs to be done. the company’s performance has not had a basic standard, there are two approaches but financial and nonfinancial that can be used to describe and analyze the performance of the company. the financial approach uses the growth and profitability of the company, while the non-financial approach is based on the opinion (subject) or perceptions of the respondents who are considered more informative (omsa, ridwan & jayadi, 2018). performance measurement is also a process to measure the company’s efficiency and effectiveness measures (rokhyadi, 2014). optimal company’s performance is obtained through a series of strategies chosen and applied appropriately, especially with a business situation filled with an atmosphere of uncertainty that is faced with increasingly fierce levels of competition, so the right strategy is required since the strategic variables are believed to improve company’s performance. the strategy is perceived as a means of creating competitive advantage by the company, and is related to the strategies offered by porter known as strategic positioning consisting of differentiation strategies and cost leadership strategies (setiawan, 2016). there have been numbers of researcher related to company’s performance influenced by cost leadership strategy and differentiation strategies. rustamblin, thoyib, and zain (2013) conclude that differentiation strategies are more effective and have an influence on the company’s performance on other generic porter strategies. furthermore, setiawan (2016) finds that companies that choose cost leadership strategies are not better off giving company’s performance results than using differentiation strategies. wibowo, handayani, and lestari (2017) point out that differentiation strategies using the size of selling general and administrative expense (sg&a) or sales have an influence on company’s performance. it is assumed that companies implementing differentiation strategies have added input costs in producing unique goods compared to their competitors with the aim that the products are more attractive to consumers to increase the number of sales of the company with maximum profit. purwantoro, daryanto, and djohar (2018) support the influence of differentiation strategies on company’s performance by pointing out that the company’s performance becomes more optimal when implementing a differentiation strategy. on the other hand, josiah and nyagara (2015) has found influence between cost leadership strategies on company’s performance, while d. banker, mashruwala, and tripathy (2014), omsa et al. (2018) and rokhyadi (2014) have stated that cost leadership strategies and differentiation strategies have influence on company’s performance. this research adopted the research of chang, fernando and tripathy (2015). there are several differences with previous studies, namely by using a sample of data not only in the manufacturing sector but in other sectors in the index of the jakarta islamic index in 2014-2018, based on suggestions put forward by wibowo et al. (2017). in addition, the research compares strategies for generic positions on company’s performance. therefore, this research tries to explore the effect simultaneously between cost leadership strategy and differentiation strategies on company’s performance. whether by testing and different analytical techniques will give different results or remain the same, so it can contribute to the research literature and can be used as input for interested parties in making an economic decision. cost leadership strategy is a strategy to produce products with per-unit costs that are produced significantly low-priced compared with goods offered in the market (amalia, 2015). this strategy emphasizes efforts to produce standard products with a noticably affordable unit cost is a low cost strategy undertaken by companies to gain competitive advantage. besides, the advantages of a company can be reflected when it is able to offer more economical prices compared to its competitors. various combinations of level of differentiation and level of costs will give different results of strategic positions. the most successful companies having a level on the cost structure can benefit a high level of differentiation (nainggolan, 2018). hence with this series of strategies, it is expected that the company increases sales of products in the market compared to its competitors. the differentiation strategy is a strategy that seeks to create unique products that can be distinguished from the ones produced by competitors or marketed goods. this strategy places more emphasis on product excellence, innovation and the creation of new products offered in the market with the aim of getting product uniqueness compared to its competitors. in addition, the achievement of this strategy is through product uniqueness and additional features, comfort, and product grade up, so that it will be difficult for competitors to imitate the marketed products (wibowo et al., 2017). the purpose of the product differentiation strategy is to maintain the unique characteristics of the product, so it remains to be the consumers’ most choice, which ultimately increases the level of sales of the company. the company’s performance is measured using the net profit margin, which is one part of the profitability ratio. net profit margin shows whether the relationship is proportional to the profit. for instance, when the net profit margin value increases, the company’s performance will be more productive resulting in profit increase. on the other hand, this serves to create effective and efficient conditions by controlling company costs, thus the waste from production operational activities can be minimized while the expected level of profit is getting bigger 37comparing cost leadership strategy..... (surono, et al.) (wibowo et al., 2017). the hypotheses on cost leadership strategy will also be developed. similar products offered at a more significantly affordable per-unit-costs from market prices is one characteristic of low cost strategies. this strategy is intended for consumers who tend to be easily affected by price changes and purchasing decisions based on the price of goods. this is suitable for buyers who are not too concerned about the brand, and when there is a high intensity of product bargaining in the market. when the company implements a lowcost strategy and enters the market, the success of this strategy will be easily achieved, which is directly related to the success of the company’s performance as indicated by increased sales and high profit. josiah and nyagara (2015) and rokhyadi (2014) show the influence of cost leadership strategies on company’s performance. meanwhile in differentiation strategy, innovation is a concept that underlies product differentiation strategies. product offerings follow the preferences of the people who continue to experience growth. hence it requires innovation and upgrade to produce new variations of the products offered. changes in terms of product shape and quality are carried out by the company to provide added value and function to influence consumers. the differentiation strategy measured using the sg&a/sales ratio shows that when the allocation value of sg&a is greater, profits will easily be achieved. rustamblin et al. (2013), d. banker et al. (2014), chang et al. (2015), setiawan (2016), wibowo et al. (2017) and omsa et al. (2018) have similar views that product differentiation strategies have a greater influence on company’s performance compared to other generic strategies. based on the presentation and results of the previous research, the research hypothesis is proposed, namely: h1: cost leadership strategy influences firm performance. h2: differentiation strategy influences firm performance. ii. methods the population are all companies listed in the jakarta islamic index (jii) from 2014 to 2018. the data source is secondary data by using data from the annual financial report results in companies indexed by jii. the sample selection is based on the purposive sampling method, which is determined by special characteristics by researchers aiming to get an accurate sample with predetermined criteria, so it can be representative. the sample criteria in this research are: (1) companies listed in the jakarta islamic index from 2014 to 2018; (2) listed consecutively at the jakarta islamic index indexation from 2014 to 2018; (3) issuing financial statements from 2014 to 2018; (4) the financial statements are presented in rupiah currency; (5) companies that do not report losses in 2014-2018 annual financial statements; (6) the company’s annual report has the data needed in relation to the independent and research dependent variables. the classic assumption test and multiple linear regression test are performed on the sample obtained. company’s performance is measured using the net profit margin (npm) variable. this ratio shows that when the value of npm is higher, it will be equivalent to better earnings since this ratio illustrates how the technique of a company in controlling and managing sales in achieving profits is more efficient (tandelilim, 2010). calculation of net profit margin follows a study conducted by agustina & sumartio (2014), which is: npm = net income / sales (1) balsam, fernando and tripathy (2011) and chang et al. (2015) in their watchfulness have pointed out how to measure the cost leadership strategy using the ratio of net sales to capital spent. the ratio measures a company’s ability to obtain long-term assets using sales revenue. the ratio of sales to capital expenditures will often fluctuate when the business goes through a large cycle and small capital expenditures (birjandi et al., 2014). mathematically the measurement of cost leadership strategy is: cls = sales / capital expenditure (2) measurement of differentiation strategies follows the calculation of the independent variables that have been carried out by balsam et al. (2011) and chang et al. (2015) ds = sg&a / sales (3) where ds = differentiation strategy; s = cost of sales; g = general costs; a = administrative costs; and sales = sales. this ratio is a means of corporate investment to differentiate products against competitors. the application of this strategy to companies will require more costs compared to the cost leadership strategy to create unique products to increase company sales. the relationship between the dependent and independent variable data can be identified through the use of classic assumption tests. this is essential to do before continuing to test the regression analysis of the research variables. normality test aims to determine whether the proposed regression modeling, or residual confounding variable has a normal distribution (ghozali, 2016). the interrupting variable of a regression requires that it is spread normally. this is to meet the original zero mean if the variable and is normally distributed. if so, then the variables used in the research on the y variable will also be normally distributed. testing normality is implemented by looking at the value of the probability of normality test results using the kolmogorovsmirnov test to determine whether the distribution 38 the winners, vol. 21 no. 1 march 2020, 35-41 of variable data is normal or abnormal. the rules for regression modeling are normally distributed if the probability of kolmogorov-smirnov is greater than 5% (p >0,05). multicollinearity test functions to test whether the regression models indicate resources to a correlation between independent or independent variables. the prerequisite that must be fulfilled in the regression model is the absence of multicollinearity (ghozali, 2016). the way to detect the findings of multicollinearity is to use a method that is regressing the analysis model and conducting a correlation test between independent variables using values from the variance inflation factor (vif) and tolerance value. if the tolerance value is greater than 0,1 and vif is less than 10, it means there is no multicollinearity. however, if the tolerance value is <0,1 and vif> 10, there is multicollinearity in this research. heteroscedasticity test has the purpose to find out whether regression modeling has a difference in the value of variance from the residual number one observation to the next observation. when the residual variance value from one observation to another observation is constant, it can be said as homoscedasticity. in contrast, when the results are different it is called heteroscedasticity. a good regression model that has a variance value tends to be fixed or homoscedasticity (ghozali, 2016). heteroscedasticity can be known through a test by using the glejser test method, which is by compiling a regression between the residual absolute value and the independent variable. if each independent variable does not significantly influence residual absolute (α = 5%) then the regression model in the research does not occur with symptoms of heteroscedasticity. the autocorrelation test aims to test whether in the linear regression model there is a correlation between confounding errors in the t period and errors in the t-1 period (previous) (ghozali, 2016). when there is a correlation, there is a problem with autocorrelation. this arises because of a series of sequential observations over time that are related to one another. a good regression model is free from autocorrelation. in the research, autocorrelation is tested by durbin watson test. determination of the existence of autocorrelation can be determined through the durbin watson test value, that is, when the value d <dl or d> 4-dl, the data is autocorrelated. whereas for data with no autocorrelation, du <d <4-du. with a value of α = 0,05, where d = durbin watson and dl, du is a number from the durbin watson table. multiple linear regression functions to review the effect of independent variables on dependent variables with the following formulations: kp (npm) = α + β1 cls + β2 ds + e (4) where kp = company performance is measured using net profit margin; α = constants; β = regression coefficient; cls = cost of leadership strategy; ds = differentiation strategy; e = error standard. test f basically indicates whether all the independent variables included in the model has a collective effect on the dependent variable (ghozali, 2016). the test in the research uses a significant level of 0,05 (α = 5%). when significant or probability values are less than 5% (p <0,05) and f statistic > f table, it can be said that there is a joint effect between the independent variables on the dependent variable (f statistic = f (k; n-k). t test aims to illustrate the influence of the independent variables individually in explaining the variation of the dependent variable (ghozali, 2016). test statistic t is used to test the significance of the effect of each independent variable on the dependent variable. the test uses a significant level of 0,05 (α = 5%). this shows that the free variable will get the t value located in the critical area (reject area) if the true hypothesis is actually 0,05 if t count is greater than t table then h0 is rejected, meaning there is an influence between the independent variable on the dependent variable, and vice versa. iii. results and discussions the sample of the research is presented in table 1. table 1 the samples in the research sample selection amount the company listed at jii from 2014 to 2018 47 companies that are not listed in succession during the period 32 companies that issue financial statements not in rupiah during the period 2 companies that report losses during 2014-2018 1 number of sample companies 12 the number of samples during the research period x 60 based on the results of data analysis using the help of spss 23. it is declared that variables are normally distributed if the results of the kolmogorovsmirnov test show an asymp value. sig. > alpha (0,05). it can be seen in the table 2 that the kolmogorovsmirnov test value is 0,187, while the asymp value is sig. (2-tailed) for an unstandardized variable of 0,000 less than an α value of 0,05. hence it can be concluded that the data used is not normally distributed. data is stated not to experience a normal spread because based on the results of the company’s annual financial report in the research sample shows that there are significant fluctuations in the number of financial results used in the research. 39comparing cost leadership strategy..... (surono, et al.) table 2 one-sample kolmogorov-smirnov test one-sample kolmogorov-smirnov test unstandardized residual n 60 normal parametersa,b mean 0,0000000 std. deviation 0,10793834 most extreme differences absolute 0,187 positive 0,187 negative -0,142 test statistic 0,187 asymp. sig. (2-tailed) 0,000c a. test distribution is normal the results of multicollinearity tests (table 2) indicate that the cost leadership strategy and differentiation strategy variables have values greater than tolerance of 0,1 and vif values are below 10, which means that the variables do not occur to be multicollinearity. table 3 multicollinearity test results independent collinearity statistics conclusion model sum of squares df mean square f sig. 1 regression 0,086 2 0,043 3,560 0,035 b residual 0,687 57 0,012 total 0,773 59 variable tolerance vif constant cls 0,905 1,105 there is no multicollinearity ds 0,905 1,105 there is no multicollinearity the probability of the cost leadership strategy variable and differentiation strategy is statistically significant above 0,05. it can be concluded that the regression model does not have heteroscedasticity, as seen table 4. based on the results of the durbin-watson test with the help of the spss 23 application, the durbinwatson value is 0,99. this value is compared with the durbin watson value table for n = 60 and k = 3 with (α) 0,05 or 5%, then the value of dl = 1,48 and du = 1,69. as a result, the durbin watson test value is at (4 dw)> du. this becomes the evidence of the absence of negative autocorrelation. based on the results of the data obtained, the results of multiple linear regression tests can be seen in table 5. table 4 heteroscedasticity test results dependent variable independent variable sig. t conclusion fp cls 1,000 there is no heteroscedasticity ds 1,000 there is no heteroscedasticity table 5 result of multiple linear regression tests model unstandardized coefficients standardized coefficients b std. error beta t sig 1 (constant) 0,082 0,028 2,932 0,005 cls 0,009 0,004 0,263 2,007 0,050 ds 0,131 0,124 0,139 1,055 0,296 thus obtained the regression equation as follows: fp (npf) = 0,082 + 0,009cls + 0,131ds + e based on the results of the spss output, the conclusions taken from the f test are provided in table 6. table 6 result f test model sum of squares df mean square f sig. 1 regression 0,086 2 0,043 3,560 0,035 b residual 0,687 57 0,012 total 0,773 59 based on the results of the f test, the probability value is 3,560 with a significance of 0,035. the results of df also show values of 57 and 59. the calculated f value is greater than f table which is 0,035 < 3,160. thus, it can be concluded that simultaneously the cost leadership strategy variable and differentiation strategy do not affect the company’s performance. the t test is used to test partially, the statistical significance of the variable cost leadership strategy, differentiation strategy and company’s performance. table 7 provides the results of the t test. 40 the winners, vol. 21 no. 1 march 2020, 35-41 based on the results of the t test, it is found that the cost leadership strategy variable has t count 2,007 > t table 2,002, with a significance value of 0,05, probability below alpha. it can be concluded that there is an influence between the cost leadership strategy on company’s performance. the results indicate that implementing cost leadership strategies namely low cost, has an influence on company’s performance. the research result support the research conducted by josiah & nyagara (2015). cost leadership strategy is the way a company attracts customers by offering per unit product prices below the competitor’s offer. this strategy is a business tactic that is by utilizing consumers who determine purchasing decisions based on product price offers from the company. this phenomenon is particularly suitable with the conditions in indonesia, where buyers have low awareness about the brand and the intensity of product bargaining is high as well as easily affected by more relatively affordable goods. when companies implement cost leadership strategies, the success of this strategy will be easily achieved. therefore, the implementation of cost leadership strategy influences the company’s performance as indicated by the intensity of company sales increasing and high profit. table 7 t test results model unstandardized coefficients standardized coefficients b std. error beta t sig 1 (constant) 0,082 0,028 2,932 0,005 cls 0,009 0,004 0,263 2,007 0,049 ds 0,131 0,124 0,139 1,055 0,296 based on the results of the calculation seen in table 7, the differentiation strategy variable has a value of 1,055 <t table 2,002 with a significance number of 0,296 probability above 0,05, so it can be concluded that differentiation strategy does not affect the performance of the company. the results of this indicate that by presenting unique products offered in the market, it has no influence on company’s performance. the results of the research do not support the research by purwantoro et al. (2018). the differentiation strategy is a strategy that seeks to create unique products can be significantly distinguished from products by competitors or marketed goods. this strategy places more emphasis on product excellence, innovation and the creation of new products offered in the market with the aim of getting product uniqueness compared to the competitors. conditions in indonesia show that many imitation products are scattered in almost all places. besides many sellers offer quality products that are not suitable for consumption in the market with a derivative level of super copy under imitation. this phenomenon is actually sad because many goods in the market are not in accordance with indonesian national standards. smart consumers will certainly consider purchasing decisions on product quality and product safety. if many customers have long-term thinking about consuming products, this strategy will succeed. however, the results of this study indicate that, currently, the product differentiation strategy has no influence on company’s performance. iv. conclusions first, the research concludes that there is an influence between the cost leadership strategy on 12 companies’ performance listed on jakarta islamic index (jii) indexation from 2014 to 2018. the results of support the research conducted by josiah and nyagara (2015). this phenomenon is suitable with the conditions in indonesia, where buyers have low awareness about the brand and the intensity of product bargaining is high as well as easily affected by more relatively affordable goods. when companies implement cost leadership strategies, the success of this strategy will be easily achieved. therefore the application of cost leadership strategy affects company’s performance. second. differentiation strategy does not affect 12 companies’ performance listed on jii. the results of the research do not align with the research by purwantoro et al. (2018). conditions in indonesia show that many replicas of the products are distributed in many places. if many customers have long-term thinking about consuming products, this strategy will be successful. nevertheless, the results indicate that, currently, the product differentiation strategy does not significantly influence the company’s performance. there are several suggestions for further research that can be considered: 1) it is better to increase the number of samples not only in the jakarta islamic index, but more broadly to obtain complete research data; 2) further research can add to the number of variables that have influences on company’s performance; 3) the next research should be able to add years of research to obtain the validity of the research results. acknowledgments the research is conducted using the researchers’ private funds and is not supported by external funding from related institutions or companies. the research is used for the needs of researchers. the researchers thank professor tulus suryanto and dr. erike anggraini for having contributed to this research. 41comparing cost leadership strategy..... 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(2015). teori perusahaan/theory of the firm: kajian tentang teori bagi hasil perusahaan (profit and loss sharing) dalam perspektif ekonomi syariah (theory of the firm: study on the theory of profit and loss sharing in syariah economic perspective). jurnal aplikasi pelayaran dan kepelabuhanan, 5(2), 153-169. tandelilim, e. (2010). portofolio dan investasi: teori dan aplikasi. yogyakarta: karnisius. wibowo, s. s. a., handayani, y., & lestari, a. r. (2017). strategi bersaing perusahaan dan kinerja perusahaan. riset akuntansi dan keuangan indonesia, 2(2), 143150. https://doi.org/10.23917/reaksi.v2i2.4896. vol. 20 no. 2 september 2019 economic, business, management, and information system journal winnersthe journal p-issn: 1412-1212 e-issn: 2541-2388 editor in chief rudy aryanto management department, bina nusantara university, indonesia managing editors arta moro sundjaja information system department, bina nusantara university, indonesia noerlina information system department, bina nusantara university, indonesia national editor board engkos ahmad kuncoro management department, bina nusantara university, indonesia idris gautama so management department, bina nusantara university, indonesia yasintha soelasih management department, atmajaya university, indonesia levyda levyda management department, sahid university, indonesia agus zainul arifin management department, tarumanagara university, indonesia language and layout editor dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat haryo sutanto bina nusantara university, indonesia supria bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winner focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been acredited by dikti under the decree number 34/e/kpt/2018 (sinta 3) and indexed by academic research index (research bib), directory of open access journals (doaj), microsoft academic search, garda rujukan digital (garuda); bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl.kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: asundjaja@binus.edu, hsutanto@binus.edu, thewinner@binus.edu, https://journal.binus.ac.id/index.php/winners contents william vincent setiawan; andi marlin fattah; angga puspitaningrum the challenges of student in indonesia after college graduates with career choice start: evidence from ten private universities in jakarta ........................................................................ 61-70 andry adrian tirana information system strategic planning at pt ep-tec solutions indonesia ............................................. 71-83 gatot soepriyanto; yanto indra; olivia the; arfian zudana firms` participation in tax amnesty program engaged in financial reporting manipulation: an empirical evidence from listed companies in indonesia ............................................................. 85-93 ichsan setiyo budi; rahmawati the effect of intellectual capital and islamic corporate governance on islamic social reporting disclosure with financial performance mediation ...................................................................................... 95-109 freddy pandapotan simbolon the impact of halal label, price, and brand on the purchase decision of bakso wagyu in kota wisata cibubur ......................................................................................................... 111-120 index.............................................................................................................................. 121-124 p-issn: 1412-1212 e-issn: 2541-2388 vol. 20 no. 2 september 2019 economic, business, management, and information system journal winnersthe journal *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 43 the winners, 21(1), march 2020, 43-48 doi: 10.21512/tw.v21i1.6012 impact of liquidity, ownership, global financial crisis, and capital adequacy ratio on indonesian banking profitability period 2007-2016 agustinus winoto1*; yosman bustaman2 1accounting department, binus graduate program master of accounting, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 2 mba program, swiss german university jl. the prominence tower alam sutera, jl. jalur sutera bar. no. kav 15, tangerang, banten 15143, indonesia 1agustinus.winoto@binus.edu; 2yosman.bustaman@sgu.ac.id received: 12th september 2019/ revised: 18th september 2019/ accepted: 04th december 2019 how to cite: winoto, a., & bustaman, y. (2020). impact of liquidity, ownership, global financial crisis, and capital adequacy ratio on indonesian banking profitability period 2007-2016. the winners, 21(1), 43-48. https://doi.org/10.21512/tw.v21i1.6012 abstract the purpose of the research was to analyse the effect of liquidity, ownership, and global financial crisis on indonesian banking profitability. the research focused on conventional bank exclude sharia-bank and rural bank/bpr, owned by foreignparty, local-party or mixed-party, period 2007 to 2016. data were retrieved from indonesia bank regulator which is otoritas jasa keuangan’s website. for liquidity, liquidity ratio, loan to funding ratio, and cash ratio were used. meanwhile ownership and global financial crisis used dummy variable. the research divided bank to foreign and mixed party, and local bank in the years of crisis that were 2008 and 2009. ordinary least square method were used with net interest margin as dependent variable, a control variable, and capital adequacy ratio. the result finds that there is no significant connection between liquidity and ownership on profitability, while crisis has significant connection on profitability. keywords: liquidity, ownership, global financial crisis, profitability, indonesian banking i. introduction the level of banking liquidity is one of the factors that affects bank profitability. in general, the level of banking liquidity has a negative relationship with bank profitability. despite having a negative relationship, the level of liquidity must properly be managed to avoid the risk of bankruptcy in the banking system. the key to banking is the existence of trust from customers to banks in matters of liquidity. if the customers know that a bank has a liquidity problem, for example, difficulties in returning money to the customer, it is likely to cause chaos or bank rush that eventually leads to bankruptcy. in addition to liquidity, banking ownership is one way to measure bank profitability. the bank owner will certainly bring a different culture, for example the culture of foreign banks will differ from local banks. the same thing happens with banks owned by the government and with banks owned privately. different corporate cultures will shape the way companies work which results in profitability. in addition, the bank’s owner will also determine the workings and directly monitor the managers under him, who administers the bank. indonesia has various types of bank ownership, both foreign and local-owned, owned by government or private. the world was struck again by the economic crisis in 2008. at that time, many banks suffered huge losses, large banks had to close, such as lehman brothers and sterns banks. banking in indonesia has not been able to avoid the impact of the crisis, especially in terms of profitability. there is also not much research on the impact of the global crisis in indonesia. therefore, it is necessary to include a global financial crisis to provide a comparison between the profitability of banks during the crisis and the normal conditions. rengasamy (2014) has examined the impact of the loan to deposit ratio (ldr) on the profitability of eight private banks in malaysia. the results of this research show that there is a positive yet not significant relationship between ldr and return on asset (roa) at five banks. meanwhile there is one bank that has a negative and significant relationship, and there is one bank that has a positive and significant relationship between ldr and roa. abraham (2013) 44 the winners, vol. 21 no. 1 march 2020, 43-48 has examined the performance of foreign banks in saudi arabia and has found surprising results where foreign banks failed to provide a good performance in arabia, even though they have a stronger capital structure and loan portfolio capabilities than local banks. kramaric, cipcic and miletic (2017) have found that the 2007 crisis dummy variable has greatly affected the profitability of banks in croatia. hartwell (2015) has conducted a research on the impact of the crisis on 1,600 banks from 30 countries using the bayesian model average, fixed-effect, iv-gmm methodology. from his research, it is known that nonaggressive banking tends to survive to face the crisis that occurred. in addition, government factors also played a role in the profitability of banks during the crisis. seeing what has been given, the researchers are encouraged to combine the three main variables into a joint research by adding a control variable, which is the capital adequacy ratio. the problem formulations to be raised in this research are: (1) how is the relationship between the level of liquidity with the level of profitability of the banking sector in indonesia?; (2) how is the relationship between banking ownership and the level of profitability of the banking sector in indonesia?; (3) what is the relationship between the global financial crisis and the level of profitability of the banking sector in indonesia? from the formulation of the problem, the hypothesis is given: h01 : the level of liquidity has no effect on bank profitability. ha1 : the level of liquidity affects the profitability of banks. h02 : banking ownership does not affect bank profitability. ha2 : banking ownership affects the profitability of banks. h03 : the global financial crisis has an effect of reducing banking profitability. ha3 : the global financial crisis has an effect on increasing bank profitability. ii. methods the research applied a quantitative method (data processing in the form of numbers) using secondary data (obtained from other sources). the object used in this research is a conventional banking company operating in indonesia from 2007 to 2016. conventional banks are selected since this type of bank has a greater contribution to the indonesian economy than any other type of bank (sharia banks or bank perkreditan rakyat (bpr)/rural credit banks). banks are companies that must be able to maintain an optimal level of liquidity since most of the funds are loans from other parties. in addition, ownership of banks is also quite diverse, ranging from foreign and local owners. bank is also one of the companies that is quite sensitive to the crisis and economic conditions in the country where it operates, so a research is needed to see the relationship of this condition. data used in the research come from the bloomberg terminal and from the official website of the otoritas jasa keuangan (ojk)/financial services authority. the sampling technique uses purposive sampling where the samples used as research objects are determined based on certain criterias: (1) banking that operates in indonesia; (2) conventional banking (not a sharia bank or bpr); (3) conventional banking companies that have been operating for at least 10 years (starting from 2007). the research uses panel data (combining crosssection and time-series data) since the advantage that the data entered does not need to use the classical assumption test (gujarati, 2004). the use of panel data is suitable, especially for banking data which usually tends to be abnormal because interbank financial statements tend to differ from one another, as in size and ability. it starts with descriptive statistical analysis and correlation to analyze the data used. for the model types, chow test, hausman test and langrange multiplier test are selected and performed. finally, the selected models will be analyzed by the r2 test, f test and t test. the model used in this research is given: nim = α + β1liq + β2lfr + β3chr + δ1own + δ2crisis + β4car + e (1) information: y : profitability (nim) α : constanta β, δ : coefficient multiple regression (independent, dummy, control variable) liq : liquidity lfr : loan to funding ratio chr : cash ratio own : ownership (1 = foreign & mixed; 0 = local) crisis : global financial crisis (1 = 2008 – 2009; 0 = 2007 and 2010 – 2016) car : capital adequancy ratio more information is provided in table 1: table 1 variable operationalization variable type variable scale dependent net interest margin ratio independent liquidity ratio loan to funding ratio ratio cash ratio ratio bank ownership dummy financial global crisis dummy control capital adequancy ratio source: author 45impact of liquidity, ownership, ..... (agustinus winoto; yosman bustaman) iii. results and discussions before conducting research, a descriptive statistical analysis has been carried out with the results provided in table 2. based on table 2, some conclusions are drawn: (1) table 2 illustrates the overall results of descriptive statistics consisting of net interest margin, liquidity, loan to funding ratio, cash ratio, ownership, crisis and capital adequacy ratio variables. (2) the highest net interest margin variable held by anz bank in 2007 was 29,43% and the lowest was bank artos indonesia in 2010, which was -6,25%. in addition, the average net interest margin is 5,904% with a standard deviation of 0,035. (3) in the independent variable, there is liquidity. the highest number of liquidity obtained by bank amar indonesia in 2016 was 7,609x and the lowest was bank j trust indonesia in 2007. the average liquidity was 1,49x with a standard deviation by 0,8. (4) in the loan to funding ratio, the highest value is at the bank of bangkok in 2011 at 5,168x and the lowest at bank of america in 2007 at 0,04x. the average of this variable is 0,946x with a standard deviation by 0,502. (5) in cash ratio, the highest value obtained by bank amar indonesia in 2016 was 8,648x and the lowest was at bank oke indonesia in 2013 with 0,155. the average for this variable is 0,947x with a standard deviation of 0,91. (6) in car variable, the highest value obtained by bank icbc indonesia in 2008 was 2,034x and the lowest was at bank bumi arta in 2015 with a value of 0,06x. the average car is 0,312x with a standard deviation by 0,282x. while for correlation analysis data are obtained as seen in table 3. the results of table 3 show the correlation that occurs between variables. in the independent variable nim, the strongest correlation occurs in the crisis and car. in addition, liq, lfr and ownership have a negative relationship with indonesian banking nim. this research uses a random effect model (rem), with the results as seen in table 4. based on table 4, the value of r-square is 0,22473 or equal to 22,473%. these figures show that the ability of the model that can be explained by liq, lfr, chr, own, crisis and car variables is 22,473%. meanwhile, the remaining 77,527% is explained by other variables outside of these variables. this is reasonable, since bank profitability is not only described by some of these variables. there remain other variables outside that can describe profitability, both internal and external banking factors. in the p-value testing model of f statistics of 0,00000, all independent variables in this model, which are liquidity [liq, lfr, chr], ownership, crisis and control variables have an influence on the dependent variable (nim). table 2 descriptive statistic analysis date : 03/16/18 time : 12:12 sample : 1 730 nim liq lfr chr own crisis car mean 0,059044 1,492917 0,947201 1,239381 0,492154 0,188302 0,312296 median 0,050600 1,236213 0,852786 1,034388 0,000000 0,000000 0,209800 maximum 0,294300 7,609972 5,163825 8,684249 1,000000 1,000000 2,034100 minimum -0,062500 0,543100 0,040003 0,154647 0,000000 0,000000 0,060000 std. dev. 0,034803 0,800214 0,502589 0,910309 0,500295 0,391233 0,282717 source: author table 3 correlation results nim liq lfr chr own crisis car nim 1,000000 -0,013566 -0,059778 0,064542 -0,068454 0,220299 0,310948 liq -0,013566 1,000000 0,725416 0,279684 0,297798 -0,037186 0,393462 lfr -0,059778 0,725416 1,000000 0,033027 0,230972 -0,084010 0,173960 chr 0,064542 0,279684 0,033027 1,000000 -0,183541 0,099466 0,382579 own -0,068454 0,297798 0,230972 -0,183541 1,000000 0,036753 0,034858 crisis 0,220299 -0,037186 -0,084010 0,099466 0,036753 1,000000 0,170611 car 0,310948 0,393462 0,173960 0,382579 0,034858 0,170611 1,000000 source: author 46 the winners, vol. 21 no. 1 march 2020, 43-48 table 5 t-test result variable α sig conclusion liq -0,002925 0,2651 no effect lfr -0,000895 0,8193 no effect chr -0,000745 0,6329 no effect own -0,004484 0,3975 no effect crisis 0,012014 0,0000 effect car 0,055819 0,0000 effect c 0,047194 0,0000 effect source: author based on table 5, the multiple regression equation is obtained: nim = 0,047 – 0,003 liq – 0,001 lfr – 0,001 chr – 0,004 own + 0,012 crisis + 0,056 car + ε (2) it can be explained that if the liq, lfr, chr, own, crisis, and car variables are zero, the car variable will have a value of 0,047. (1) the variable liquidity (liq) has a significance value of 0,2651> 0,05, so it can be concluded that liq partially has no effect on the nim variable. it can be said that liq does not affect nim. (2) loan to funding ratio (lfr) variable has a significance value of 0,8193> 0,05, it can be concluded that lfr partially does not affect the nim variable. thus, it is concluded that lfr does not affect nim. (3) the cash ratio variable (chr) has a significance value of 0,6329> 0,05, so it can be concluded that the chr variable partially has no effect on nim. hence it can be said that chr does not affect nim. (4) the ownership variable (own) has a significance value of 0,3975> 0,05, so it can be concluded that the own variable partially has no effect on nim. so, it can be said that own does not affect nim. (5) the variable global financial crisis (crisis) has a significance value of 0,0000 <0,05 so it can be concluded that crisis partially influences the nim. the crisis variable has a coefficient value of 0,012 which indicates that crisis has a positive influence on nim. if the crisis variable increases by table 4 model test result dependent variable: nim method: panel egls (cross-section random effects) date: 03/16/18 time: 14:15 sample: 2007 2016 periods included: 10 cross-sections included: 73 total panel (unbalanced) observations: 701 swamy and arora estimator of component variances variable coefficient std. error t-statistic prob. liq -0,002925 0,002622 -1,115301 0,2651 lfr -0,000895 0,003918 -0,228479 0,8193 chr -0,000745 0,001559 -0,477793 0,6329 own -0,004484 0,005296 -0,846701 0,3975 crisis 0,012014 0,002509 4,788793 0,0000 car 0,055819 0,004960 11,25482 0,0000 c 0,047194 0,004717 10,00584 0,0000 effects specification s.d. rho cross-section random 0,020455 0,4076 idiosyncratic random 0,024658 0,5924 weighted statistics r-squared 0,224737 mean dependent var 0,021302 adjusted r-squared 0,218034 s.d. dependent var 0,028033 s.e. of regression 0,024825 sum squared resid 0,427685 f-statistic 33,52995 durbin-watson stat 0,861715 prob(f-statistic) 0,000000 unweighted statistics r-squared 0,127512 mean dependent var 0,059044 sum squared resid 0,739754 durbin-watson stat 0,498196 source: author 47impact of liquidity, ownership, ..... (agustinus winoto; yosman bustaman) one unit, then the nim variable will increase by 0,012 assuming the liq, lfr, chr, and car variables remain constant. (6) the capital adequacy ratio (car) variable has a significance value of 0,000 <0,05 so it can be concluded that car partially influences the nim. car variable has a coefficient value of 0,056 which indicates that car has a positive influence on car. if the car variable increases by one unit, the car variable will increase by 0.056 assuming the liq, lfr, chr and crisis variables remain constant. based on table 4, the overall p-value of liquidity in the model studied is greater than 0,05, indicating that the overall model (liquidity) does not have a significant effect on bank profitability in indonesia. liquidity does not, in fact, have a significant effect on the profitability of banks in indonesia. profitability is not significantly determined by how liquid assets are available, but how banks use them (in terms of lending, placement of securities, and other forms of investment). the research is supported by several previous research. rengasamy (2014) examines banking liquidity in malaysia and finds that bank profitability is not necessarily influenced by the level of liquidity. at that time, he used a sample from a private bank in malaysia. in indonesia, it has been started by from makaombohe, ilat and sabijono (2014) pointing out that indonesian banking liquidity from 2011 to 2014 had no influence on its profitability at that time. widowati (2014) also takes a sample of indonesian banks from 2010 to 2013 and finds out that liquidity has no effect on profitability. these results differ from liquidity research conducted abroad where waleed (2016) states that banking liquidity in pakistan has had a strong relationship with profitability during 2010 to 2015. in addition, chen et al. (2018) examines private banking from 12 developed countries during 1994 to 2006 and points out that liquidity can reduce bank profitability. ownership focuses on foreign banks operating in indonesia (the dummy variable is given the number 1, while local banks are given the number 0). the results found are the research model shows the p-value above the 0,05 significance level that is equal to 0,4. that way, banking ownership can be said to have no significant effect on the profitability of banks in indonesia, both tested against the nim as the dependent variable. the research is in line with aymen (2014) who also examines the impact of banking owners in tunisia on the resulting profitability. aymen (2014) has stated that banking ownership in tunisia had no influence on the resulting profitability. similar thing occurs in this research, which takes samples from indonesian banking for the past ten years. however, tiwary and thampy (2015) finds that private and foreign banks in india are more profitable than private banks. this research is supported by ghosh (2015) saying that state-owned bank had lower profitability than foreign bank. other is abraham (2013), who examines banking ownership in saudi arabia on various profitability variables. as a result, banking ownership has a significant effect on nim, but not on banking roa in saudi arabia. on the other hand, the global financial crisis, which occurred in late 2007, turned out to have an influence on the profitability of banks in indonesia. this is indicated by the p-value below the significance value of 0,05 on the nim of 0,000. speaking of indonesia, the actual impact of the crisis that occurred in 2008 and 2009 is not as severe as what happened in the united states and europe. this is also strengthened by the lack of exports from indonesia to america, thus minimizing the impact of the crisis. in addition, the profitability of banks in indonesia has also been growing in times of crisis since the government was active in continuing to maintain the health of banks at that time. one of them is how bank indonesia continued to reduce interest rates from the end of december 2008 by 9,25% to august 2009 reaching 6,25%. with lower interest rates, it is expected that banking conditions in indonesia will remain healthy. this golden opportunity is used by banks to spur their businesses to produce good profitability, even better in non-crisis periods. another factor that has kept the banking nim in check during the crisis is the change in the bank to be selective in extending credit only to debtors who are truly considered to have the ability to pay. besides, the interest given by banks to debtors in times of crisis is much higher than in normal times. the aim is to encourage the spread of lending and funding interest even further, in order to minimize the risk of default on debtors (credit risk). eventually, the banking nim remained stable during the crisis period. the research is in line with the research conducted in croatia by kramaric, cipcic and miletic (2017) where banks in croatia experienced a significant increase in profitability. according to kramaric, cipcic and miletic (2017), the upward trend in profitability does not only occur in croatia, but also in several eastern european countries. according to them, the role of the government and the opportunity to generate high interest income drives the profitability of banks in that country. hartwell (2015) also conducts a research of the profitability of banking crises and non-crisis periods. from his research, banks that are spread throughout the world also tend to survive and increase their profitability in times of crisis since they have support of the local government. car variable (controlling variable) apparently has a significant effect on indonesian banking profitability with a significance value of 0,000. with the adequacy of car, banks have enough capital to carry out business activities or even expand. therefore, bank profitability is increasingly driven strengthened banking car. from the previous model testing, it is found that car has significant influence (zaghdoudi & hakimi, 2017). zaghdoudi and hakimi (2017) use car as one of independent variable that influence profitability. they point out that the higher on car indicate stronger bank solvency, which is good to face 48 the winners, vol. 21 no. 1 march 2020, 43-48 capital risk even bankruptcy. from the research, it is known that the crisis and car have a significant influence on banks. it appears that indonesian banks are good at dealing with the situation. no one expects a crisis to come, but if the crisis really happens then there is no need for the people to worry too much due to their experience. indonesian banks are able to face the crisis and even get benefit from that period. banks should better be prepared to face a crisis, especially with the active role of regulators, such as bank indonesia and otoritas jasa keuangan. on the car side, it is known that capital is an important aspect that supports bank profitability. stronger bank’s capital allows the bank to run its business activities and remarkably develop the business. in addition, strong capital will be a bank buffer, especially in the face of crisis conditions. ojk also supervises banks, especially in terms of capital, where the goal is that banks have enough capital in accordance with ojk regulations. the researchers emphasize the importance of banks to maintain the capital they have by following the minimum capital requirements from the ojk to budgeting funds as capital for banks. in addition, banks need to conduct regular evaluations, especially to see how strong the capital that banks still have. likewise, with a crisis, a crisis cannot be avoided, but banks can always prepare themselves for a crisis, from stress testing to periodic simulations for banks. as a result, banks will always be ready to face the possibility of a crisis that will occur. in the future, it is expected that bank profitability will be stronger by considering the capital it has. in addition, it is hoped that banks will continue to be strong in facing various possible crisis in the future. iv. conclusions the research finally leads to the conclusions. the first hypothesis in this research would like to know the relationship of the level of liquidity to the profitability of banks in indonesia. the results finds that the level of liquidity does not have a significant effect on the profitability of banks in indonesia. the second hypothesis wants to raise the topic of the effect of ownership on bank profitability. from the model that has been made, it shows that ownership also has no influence on the profitability of indonesian banks. the third hypothesis discusses the impact of the global financial crisis on the profitability of banks in indonesia. the outcome shows that if the crisis has a significant relationship to profitability, it even tends to increase the profitability of banks in indonesia. finally, things that can be considered for further research are: (1) the next research is expected to add several other variables which is not involved in this research, such as non-performing loans, banking efficiency, interest rates and so on; (2) future research are expected to increase the time interval, especially adding to the 1998 monetary crisis to elaborate comparison of the impact of the 1998 crisis with 2008 on banking profitability; (3) it is suggested that the future research adds samples from banks in other conventional countries to be compared with the research results on indonesian banking. references abraham. (2013). foreign ownership and bank performances metrics in saudi arabia. international journal of islamic and middle eastern finance and management, 6(1), 43-50. aymen, b. m. (2014). impact of ownership structure on financial performances of banks: case of tunisia. journal of applied finance & banking, 4(2), 1-11. chen, y-k., shen, c-h., kao, l. and yeh, c-y. (2018). bank liquidity risk and performances. review of pacific basin financial markets and policies, 21(1), 1-40. https://doi.org/10.1142/s0219091518500078 ghosh, s. (2015). macroprudential regulation and bank peformances: does ownership matter? journal of banking regulation, 16(1), 22-36. gujarati, d. n. (2004). basic economics. new delhi: tata mcgraw hill. hartwell, c. (2015). après le déluge: institution, the global financial crisis, and bank profitability in transition. springer, 26(3), 497-524. kramaric, t. p., cipcic, m. l. and miletic, m. (2017). has the financial crisis affected profitability of banks in croatia. journal of applied finance & banking, 7(3), 21-45. makaombohe, y. n., ilat, v and sabijono, h. (2015). rasio likuiditas dan jumlah kredit terhadap profitabilitas perbankan di bursa efek indonesia. jurnal riset ekonomi, manajemen, bisnis dan akuntansi, 2(1), 617-626. https://doi.org/10.35794/emba.v2i1.4376 rengasamy, d. (2014). impact of loan deposit ratio (ldr) on profitability: panel evidence from commercial bank in malaysia. third international conference on global business, economics, social sciences. mumbai, india (december 2014). tiwary, m. k. and thampy, a. (2015). bank ownership, credit and local economic growth. journal of finance, accounting and management, 6(2), 1-33. waleed, a., pasha, a and akhtar, a. (2016). exploring the impact of liquidity on profitability: evidence from banking sector of pakistan. journal of internet banking and commerce, 21(3), 1-12. widowati, s. a. (2014). pengaruh rasio keuangan terhadap profitabilitas perbankan di indonesia. jurnal penelitian studi manajemen & organisasi, 3(2), 4658. zaghdoudi, k. and hakimi, a. (2017). the determinants of liquidity risk: evidence from tunisian bank. journal of applied finance & banking, 7(2), 71-81. the effect of intellectual …… (ichsan setiyo budi; rahmawati) `95 the effect of intellectual capital and islamic corporate governance on islamic social reporting disclosure with financial performance mediation ichsan setiyo budi1; rahmawati2 1accounting department, economics and business faculty, pembangunan nasional "veteran" university jl. ringroad utara 102, condongcatur, yogyakarta 55283, indonesia 2accounting department, economics and business faculty, sebelas maret university jl. ir. sutami 36-a, kentingan, surakarta 57126, indonesia 1iesbe2011@gmail.com; 2rahmaw2005@yahoo.com abstract this research aimed to examine the indirect effect of islamic corporate governance (icg) disclosure and intellectual capital (ic) on islamic social reporting (isr) disclosure with financial performance as a mediating variable in islamic banking in indonesia. it used secondary data with annual report data sources and financial statements on islamic banking in indonesia. they were testing this research using regression analysis with data for the annual reporting period of 2011 through 2014. the result finds that roe mediates the effect of icg on isr disclosure. this shows that good management of islamic banks will produce high financial performance so that they are able to carry out their social roles well too. the contribution of this research is to develop a new model of the role of financial performance mediating the effect of icg disclosure on isr so that it is beneficial for the development of science. keywords: islamic corporate governance, intellectual capital, islamic social reporting, financial performance introduction the concern of islamic banks for the social environment has changed the direction of the business and changed the image of the bank. in indonesia, it is emphasized that islamic banks, in addition to commercial functions, it must also socially function (law of republic of indonesia year 2008 number 21 about syaria banking). corporate social responsibility (csr) is an idea that makes islamic banks no longer faced with responsibility that rests on a single bottom line, namely corporate value that is reflected in financial conditions, but also must be based on a triple bottom lines that also pay attention to social and environmental responsibility (elkington & rowlands, 1999). in terms of reporting social responsibility through the presentation of accounting information, haniffa and hudaib (2007) have formulated csr disclosure standards specifically for islamic banks. the standard derives from islamic values and is adjusted to the regulations set by the accounting and auditing organization for islamic financial institutions (aaoifi). haniffa (2002) has argued that reporting social responsibility can be seen as a response of the company to meet the expectations of the community, for islamic institutions such as social responsibility reporting islamic banking which is expanded by incorporating a spiritual perspective called islamic social reporting (isr) (haniffa, 2002). regarding the concept of value in isr, haniffa (2002) has explained that islam wants to harmonize economic and spiritual activities in running a business. islam has three interconnected dimensions, namely seeking the blessing of allah swt as the main goal in building socio-economic justice, providing benefits to society, and achieving prosperity together. isr carried out by islamic banks is basically a form of responsibility to stakeholders, while the responsibility to stakeholders in mailto:iesbe2011@gmail.com 96 journal the winners, vol. 20 no. 2, september 2019: 95-109 accordance with an islamic perspective is a responsibility that aims to protect the rights and interests of all stakeholders as a whole (iqbal & mirakhor, 2004). according to dusuki (2011), the responsibility to stakeholders within the islamic framework aims to balance and harmonize the interests of various groups of stakeholders, based on moral principles, ethics, social responsibility, general interests, namely avoidance of damage and poverty and the principle of obedience to god’s commands. the main theories that influence the development of corporate governance are agency theory, which is primarily concerned with the relationship between managers and shareholders, and stakeholder theory that takes into account broader environmental groups of constituents (mallin, 2007). here the correlation between corporate governance and the broader group is seen, namely the social environment of the company. it states that islam encourages good corporate governance in the company because, in islam, the concept of corporate governance aims to protect the interests of all stakeholders by adhering to sharia principles that are called islamic corporate governance (icg). as a corporate governance framework, icg is the most important practice of islamic finance in building the trust of shareholders with the assurance that all transactions, practices, and activities are in accordance with sharia principles, so that this implementation will color the implementation of corporate social responsibility (choudhury & hoque, 2004; iqbal & mirakhor, 2004; musibah & alfattani, 2014). islamic banks are considered to have a reliable icg model with a very high level of accountability in order to protect and safeguard the rights and interests of stakeholders (sairally, 2013). icg values such as responsibility, transparency, independence, justice, discipline, professional, caring are values that have been integrated with islamic morals and a muslim in their activities (dusuki, 2011). these icg values are highly upheld in islam; their implementation can be known through disclosure (abu-tapanjeh, 2009). thus in the management of islamic banks, it is expected to disclose their icg features to stakeholders, thus enabling stakeholders to assess how banks are managed and investments managed according to sharia (darmadi, 2013). the existence of icg disclosure is useful to measure the extent to which conformity to sharia values and the impact resulting from the governance of islamic banks towards the commitment of social responsibility (musibah & alfattani, 2014). the benefits of the company depend on the knowledge of the company and the best way and effective use of knowledge. effective use of knowledge is directed at the company’s interests in the company’s long-term or going concern. this knowledge is one component of the intellectual capital (ic) owned by the company. strong evidence that companies that focus on increasing ic have got good results for shareholders and competitive advantage (proctor, burton, & pierce, 2006). the use of intellectual capital to build company value will provide benefits to stakeholders, including the embodiment of the social mission that is the obligation of islamic banks. how far the company is able to utilize intellectual capital for its social mission will be reflected in the disclosure of its social responsibility. according to kamath (2007), the banking sector is the ideal company for research of intellectual capital because: (1) there is reliable data in the form of financial statements, (2) the nature of the banking sector business is intellectually intensive, and all its employees are more homogeneous than other economic sectors. this research is conducted based on stakeholder theory, which then developed into stakeholder theory from an islamic perspective. freeman (1984) has defined the stakeholder as groups or individuals who may influence, or be influenced by the achievement of organizational goals. gomes (2006) has argued that the theory of stakeholder is first introduced in management theory as an answer to dissatisfaction over the criteria of financial effectiveness unilaterally. a mainstay of stakeholder theory is that organizational effectiveness that is measured by its ability to satisfy all those with interest in it. stakeholder theory from a conventional perspective still has deficiencies that are considered fundamental, ie, have not included spiritual elements, that is, the relationship of man with god (chapra & ahmed, 2002). stakeholder in islam is the party that has the right to the risks of a corporate action either voluntarily or not so that stakeholders, not just the relation explicitly in the contract or transaction, the effect of intellectual …… (ichsan setiyo budi; rahmawati) `97 but also implicitly have relevance to the activities of the companies (iqbal and mirakhor, 2004). based on this theory, islamic banks carry out social responsibility to fulfill their social functions. other theories based on resource-based theory, according to this theory, effective and efficient use of human resources will lead to improved financial performance is consistent with most studies that use the vaictm model as a primary measure of intellectual capital (kamath, 2007). based on the resource-based theory, companies rely on heterogeneous sets of resources and perfect capabilities. these resources carry important physical assets such as financial matters, property, factories, company equipment and raw materials, and intangible assets, which include the company’s reputation, work environment, and human resources. nevertheless, as resources and abilities become valuable, rare, and irreplaceable; they can bring a competitive advantage that will create companies that have good financial performance. with good financial performance, the company is able to carry out social responsibility well. islamic banks, besides functioning commercially but also have social functions. however, the results of empirical research at home and abroad have found inconsistent results. the results of the research have found that islamic banks carry out their social functions (aburaya, 2012; beltratti, 2005; adiertanto & chariri, 2013; giannarakis, 2014; habbash, 2016; khan, 2012; musibah & alfattani, 2014; othman, thani, & ghani, 2009). the results of the research have found that islamic banks do not pay attention to their social functions (aggarwal & yousef, 2007; farook & lanis, 2007; hassan & harahap, 2010; khoirudin, 2013; maali, casson, & napier, 2006; othman & thani, 2010; raman & bukair, 2013). this research reaffirms the inconsistency of these results by developing a new model, namely the indirect influence of icg and ic on isr, by including financial performance as a mediating variable. the contribution of this research is to develop a new model and to test the model whether financial performance mediates the effect of icg and ic on isr so that it is beneficial for the development of science in accounting and stakeholder theory in islamic concepts. methods the population of this research is islamic banking in indonesia. according to law about syaria banking, the year 2008 number 21, article 1 paragraph 1: islamic banking consists of islamic banks and sharia business units (law of the republic of indonesia year 2008 number 21 about syaria banking, 2008). whereas article 1 paragraph 7 states that islamic banks consist of sharia commercial banks and sharia people’s financing banks. according to 2015, sharia banking statistics issued by bi, the number of sharia business units are 22, sharia commercial banks are10, and sharia people’s financing banks are 165. from this data, it can be seen that the number of islamic banks in indonesia up to 2015 is 199; thus, the population of this research is 199. the sampling technique in this research is convenience sampling. convenience sampling is the collection of information from members of the population that are fully available in accordance with the needs of the research (sekaran & bougie, 2016). from the existing population, only sharia commercial banks provide complete and easy information to obtain it through their websites, so that the sample of this research is ten banks. the ten banks are; bank syariah mandiri, bank bni syariah, bri syariah, bank muamalat indonesia, bca syariah, bank mega syariah, bank bukopin syariah, bank jabar dan banten syariah, panin syariah bank, and maybank syariah. the data sources are the annual report, financial reports, and gcg reports issued by each sharia commercial bank in indonesia from 2011 to 2014. thus a sample of 40 observations can be obtained, and the data can be obtained on the websites of each bank. data collection methods used in this research is content analysis. the purpose of content analysis is to identify the characteristics or specific information contained in a document to produce an objective and systematic description (sekaran & bougie, 2016). 98 journal the winners, vol. 20 no. 2, september 2019: 95-109 the dependent variable of this research is the level of isr disclosure measured using the islamic social reporting (isr) index compiled by hassan and harahap (2010), which consists of 78 disclosure items that are adjusted to aaoifi guidelines. the isr index classifies its indicators into eight disclosure themes, namely: (1) ethical behavior, stakeholder engagement, and customer relations, (2) corporate governance board of directors and top management (cg-bd & tm), (3) sharia-compliant corporate governance ssb, (4) product, services, and fair dealing with supply chain (ps & fdsc), (5) environment, (6) employees, (7) strategic social development, and (8) research, development, and training. further assessment is done using scoring where: (a) value 0 if there is no related disclosure of the item. (b) value 1 if there is a disclosure related to the item, if all items have been disclosed, then the maximum value that can be reached is 78. the independent variables of this research are islamic corporate governance and intellectual capital. islamic corporate governance, based on previous research (darmadi, 2013), this research uses the icg index of islamic banking disclosure in indonesia. the icg disclosure index is calculated by the presence of disclosures for each icg mechanism grouped into seven dimensions, namely: (1) sharia supervisory board (ssb), (2) board of commissioners, (3) board of directors, (4) board of committees, (5) internal control and external auditing, (6) risk management, and (7) reporting on cg implementation. overall it consists of 72 items of disclosure, and then scoring is done as done on the dependent variable. intellectual capital is the performance of intellectual capital as measured by the value-added created by value added capital employee (vaca), value added human capital (vahu), and structural capital value added (stva). the combination of the three added values is symbolized by the name vaictm developed by (pulic, 2000). value added (va) is calculated as the difference between output and input. value added capital employed (vaca) is an indicator of the value-added created by a unit of physical capital. this ratio shows the contribution of each unit capital employee to the organization’s valueadded. value added human capital (vahu) shows how much value-added can be generated with funds spent on labor. structural capital value added (stva) measures the amount of structural capital needed to produce value-added and is an indication of structural capital’s success in value creation. value added intellectual capital coefficient (vaictm) is the sum of the three previous components, namely: vaca, vahu, and stva. financial performance: roa, roe are a mediating variable to measure bank performance in terms of profitability. previous researches of this ratio are to analyze the financial performance of banks or other types of companies. roa is the net profit/amount of assets, while roe is net profit/amount of equity (azid, asutay, & burki, 2007). results and discussions the following are the results of descriptive statistics explaining the number of respondents, the minimum and maximum answers, the average value, the deviation value of the respondent’s answer, and the value of the coefficient of variance. table 1 descriptive statistics test results n min max mean std. deviation variance isrdi 40 0,5666 0,8846 0,7536 0,0808 0,007 icgdi 40 0,7778 0,9723 0,9032 0,0459 0,002 roa 40 0,0017 0,0381 0,0170 0,0096 0,000 roe 40 0,0229 0,3313 0,1187 0,0915 0,008 vaic 40 1,3248 4,6140 2,3717 0,8750 0,766 valid n (listwise) 40 source: data processed the effect of intellectual …… (ichsan setiyo budi; rahmawati) `99 table 1 explains that the isrdi variable with a minimum value of the isr disclosure index is 0,5666, and a maximum is 0,8846. the average isr disclosure index is 0,7536, with a standard deviation of 0,0808; this indicates that the isr disclosure index value does not experience deviations that are far from the average range. this is supported by the variance coefficient value for the isrd variable of 0,007, which indicates that the variation in the value of the isr disclosure index in islamic banking in indonesia is almost the same. icgdi variable with a minimum value of icg disclosure index of 0,7778 and a maximum of 0,9723. the average icg disclosure index is 0,9032, with a standard deviation of 0,0459 that indicates the icg disclosure index value does not experience deviations far from the average range. this is supported by the variance coefficient value for the icgdi variable of 0,002, which indicates that the variation in the icg disclosure index value for islamic banking in indonesia is almost the same. roe variable with a minimum value is 0,0229 or 2,3% and a maximum is 0,3313 or 33,1%. the average roe value in islamic banking in indonesia is 0,1187, with a standard deviation of 0,0915. this indicates that the roe value does not experience a deviation that is far from the average range. this is supported by the variance coefficient value for the roe variable of 0,008, which indicates that the variation in the value of roa in islamic banking in indonesia is almost the same. variable roa with a minimum value is 0,0017 or 0,1% and a maximum of 0,0381 or 3,8%. the average roa value in islamic banking in indonesia is 0,0170, with a standard deviation of 0,0096 that indicates the value of roa does not experience deviations that are far from the average range. this is supported by the variance coefficient value for the roa variable of 0,000, which indicates that variations in the value of roa in islamic banking in indonesia are the same. vaic variable with a minimum value is 1,3248 or 13,2% and a maximum is 4,6140 or 46,1%. the average vaic value in islamic banking in indonesia is 2,3717, with a standard deviation of 0,8750, indicating that vaic values do not experience deviations far from the average range. this is supported by the value of the coefficient of variance for the vaic variable of 0,776, which indicates that the variation in the value of vaic in islamic banking in indonesia is almost the same. table 2 summary of testing h1 isrdi= a0 + a1(icgdi)1it + eit description result sign coeff. icgdi 0,995717 0,0000 t-stat 6,167683 adjusted r2 0,487114 source: data processed table 2 concludes the results that statistically at the significance level of 5% icg disclosure has an effect on isr disclosure with a determination coefficient of 0,487114, which means that the independent variable of icg disclosure is able to explain the dependent variable of isr disclosure of 48,7% and with a positive coefficient of 0,995717, the result statistically h1 is accepted. these results are consistent with previous researches by adiertanto and chariri (2013); giannarakis, 2014; habbash, 2016; khan, 2012; maali, casson, and napier (2006); musibah and alfattani (2014); othman, thani, and ghani (2009). the large icg disclosure index illustrates the implementation of good corporate governance principles in each icg structure in islamic banking in indonesia. this means that each icg structure on islamic banks consisting of ssb, board of commissioners and board of directors, board committee, internal control and external audit, risk management, and reporting on cg implementation in operation holds the principles of transparency, accountability, responsibility, independence and fairness, and equality. these principles are also applied by management in carrying out their social functions. such conditions will color the islamic bank isr so that the annual report as a media reporting by islamic banking in indonesia to many stakeholders 100 journal the winners, vol. 20 no. 2, september 2019: 95-109 provides reports of social activities that have been carried out in accordance with islamic regulations and values. the summary of the results of the hypothesis testing of the influence of intellectual capital on the isr disclosure index can be seen in table 3. table 3 summary of testing h2 isrdi= b0 + b1(vaictm)1it + eit description result sign coeff. vaictm -0,038505 0,0074 t-stat -2,829006 adjusted r2 0,152234 source: data processed table 3 summarizes the results that statistically, at the 5% ic significance level, negatively affect the isr disclosure index. the results are statistically rejected by h2, which states that there is a positive effect of ic on isr disclosure. a negative coefficient value, which means the two variables are negatively related. while testing the h2 hypothesis is statistically rejected. this illustrates that islamic banking in indonesia shows that the skills and knowledge of human resources to build a competitive advantage for islamic banks in indonesia but has not been focused on the sharia bank social program. another interpretation is to show that the structural capital of islamic banks in indonesia, which includes organizational structures, systems, procedures, culture, databases, and others, is focused on corporate social responsibility programs. the summary of the results of testing the hypothesis of the effect of icg disclosure on the financial performance of roa can be seen in table 4. table 4 summary of testing h3a roa = c0 + c1(icgdi)1it + eit description result sign coeff. icgdi -0,070256 0,0337 t-stat -2,203067 adjusted r2 0,089923 source: data processed table 4 concludes the results that statistically, at the significance level of 5%, icg has a negative effect on roa financial performance. the results are statistically rejected h3, which states that there is a positive effect of icg on the financial performance of roa. a negative coefficient value, which means the two variables are negatively related. the summary of the results of testing the hypothesis of the effect of icg disclosure on roe financial performance can be seen in table 5. table 5 concludes the results that statistically, at the significance level of 5%, icg disclosure has a positive effect on roe financial performance with a determination coefficient of 0,164763. it means that the independent variable icg disclosure is able to explain the dependent variable financial performance roe of 16,47% and positive coefficient 0,861062, results the statistics are h3b accepted. the effect of intellectual …… (ichsan setiyo budi; rahmawati) `101 table 5 summary of testing h3b roe = d0 + d1 (icgdi)1it + eit description result sign coeff. icgdi 0,861062 0,0054 t-stat 2,948444 adjusted r2 0,164763 source: data processed table 6 concludes the results that statistically, at the significance level of 5%, ic has a positive effect on financial performance roa with a determination coefficient of 0,461955. it means ic independent variables are able to explain the dependent variable financial performance roa of 46,19%, and with a positive coefficient of 0,007547, the results are statistically h4a is accepted. table 6 summary of testing h4a roa = e0 + e1 (vaictm)1it + eit description result sign coeff. vaictm 0,007547 0,0000 t-stat 5,872360 adjusted r2 0,461955 source: data processed table 7 concludes the results that statistically, at the 5% ic significance level does not affect roe financial performance; the results are statistically h4b rejected. a negative coefficient value which means the two variables are negatively related. table 7 summary of testing h4b roe = f0 + f1 (vaictm)1it + eit description result sign coeff. vaictm -0,008736 0,6084 t-stat -0,516655 adjusted r2 -0,019157 source: data processed. the results of statistical testing of the effect of icg and ic disclosures on financial performance roa and roe show mixed results. for the effect of icg disclosure on roa, it gives insignificant results for islamic banking in indonesia, even both (icg and ic) have a negative relationship to roa. this could be possible because islamic banking in indonesia is still in the growth cycle, so the management of the resulting islamic banks is mostly used for the development or opening of new offices in indonesia so that asset growth is very high for each year, thus the trend of roa decreases. while, the effect of icg disclosure on roe is significant, which means that the wider disclosure of icg in islamic banking in indonesia will have an impact on the higher roe. this finding reinforces the results of previous research, namely faozan (2013), which states that icg in islamic banking is a management system designed to improve bank performance, protect stakeholder interests, and improve compliance with legislation and generally applicable ethical values. this result is also in line with other previous studies (ado, 2016; al-baidhani, 2013; al-hussain, 2009; choudhury & hoque, 2004; dalwai et al., 2014; hamza, 2013; hassan al-tamimi, 2012; quttainah, 2012; sam’ani, 2008; rehmans & mangla, 102 journal the winners, vol. 20 no. 2, september 2019: 95-109 2010; yaghoobnezhad, nikoomaram, & salteh, 2012). the influence of ic on roa gives significant results for islamic banking in indonesia, which means that ic has a positive effect on roa. this shows that islamic banking in indonesia considers intellectual capital, especially human resources, to be a very important factor. other interpretations show that islamic banking in indonesia can already utilize ic to support the achievement of optimal financial performance roa. structural capital includes information systems, knowledge, organizational processes and procedures, trademarks and patents, and other ic can be implemented to improve financial performance. table 8 concludes the results that statistically at the 5% significance level of financial performance, roa has a negative effect on isr disclosure. the results are statistically h5a rejected, which states that roa has a positive effect on isr disclosure. a negative coefficient value which means the two variables are negatively related. table 8 summary of testing h5a isrdi = g0 + g1(roa)1it + eit description result sign coeff. roa -3,944212 0,0024 t-stat -3,260105 adjusted r2 0,197998 source: data processed table 9 concludes the results that statistically at the 5% significance level of roe financial performance has a positive effect on isr disclosure with a determination coefficient of 0,35891. it means that the independent financial performance roe variable is able to explain the dependent variable isr disclosure of 35,89%, and with a positive coefficient 0,540716, results statistically h5b is accepted. table 9 summary of testing h5b isrdi = h0 + h1(roe)1it + eit description result sign coeff. roe 0,540716 0,0000 t-stat 4,778521 adjusted r2 0,358914 source: data processed the results of testing the hypothesis can be stated that there is a positive influence on the performance of islamic banks (roe) on the isr disclosure index, the greater the roe of islamic banks in indonesia, the greater the value of the isr disclosure index. these results are consistent with previous researches (anas, rashid, & annuar, 2015; ayadi, 2004; giannarakis, 2014; janggu, joseph, & madi, 2007; nawaiseh, boa, & el-shohnah, 2015; othman, thani, & ghani, 2009; shazila, 2012; tagesson et al., 2009; tagesson, klugman, & ekström, 2013; siregar & bachtiar, 2010; yüksel & özsari, 2017). this finding supports theories that form the basis of the relationship between financial performance and isr disclosure, as suggested by inchausti (1997). when viewed from the point of view of the islamic banking agency theory in indonesia with the performance of banks, they continue to provide detailed information to support their compensation positions and arrangements. moreover, from a political process theory, islamic banks that earn profits will provide more information in disclosure for their profit recognition. the effect of intellectual …… (ichsan setiyo budi; rahmawati) `103 this finding is also consistent with the findings of siregar and bachtiar (2010), where companies with more profits will devote more financial resources to social initiatives. consistency with other research findings, for example, haniffa and cooke (2002), have said that companies that make a profit will provide more information about isr to legitimize their existence. it is further explained that the positive relationship between profitability and the level of isr disclosure is due to management’s freedom and flexibility to publish more isr initiatives to shareholders. tagesson et al. (2009) have said that if a company earns a profit, there is a positive relationship with the level of csr disclosure because the company can pay the cost of csr disclosure. likewise, giannarakis (2014) has said that companies that make profits tend to reveal more information than less profitable companies because management, known as agents, wants to know that they have acted in the best interests of the shareholders. janggu, joseph, and madi (2007) have said that companies with a higher level of profitability tend to reveal more information than companies with low levels of profitability. testing the following hypothesis is testing whether financial performance consisting of roa and roe, mediates the effect of icg and ic disclosures on isr disclosures. the summary of the results of testing the hypothesis of financial performance roa, which apparently does not mediate the effect of icg disclosure on isr disclosures, can be seen in table 10. table 10 summary of testing h6a desc regression 1 regression 2 regression 3 regression 4 icgdi on isrdi icgdi on roa roa on isrdi icgdi, roa on isrdi coeff. 0,995717 0,0000 -0,07025 0,0337 0,892329 0,0000 coeff. -3,944212 0,0024 -0,783283 0,0316 t-stat 6,167683 -2,20306 -3,260105 f-stat 23,51197 0,0000 adjusted r2 0,487114 0,08992 0,197998 0,535847 source: data processed table 10 shows that the conditions for mediation are not fulfilled because the 2, 3, and 4 regression equations are negative, which means there is a negative relationship between the independent and dependent variables. with the statistical results, hypothesis h6a is rejected, which means that the financial performance of roa does not mediate the effect of icg disclosure on isr disclosure. the summary of the results of testing the financial performance hypothesis roe mediating the effect of icg disclosure on isr disclosures can be seen in table 11. table 11 summary of testing h6b desc regression 1 regression 2 regression 3 regression 4 icgdi on isrdi icgdi on roe roe on isrdi icgdi, roe on isrdi coeff. 0,995717 0,0000 0,861062 0,0054 0,958597 0,0000 coeff. 0,540716 0,0000 0,333448 0,0019 t-stat 6,167683 2,948444 4,778521 f-stat 29,73144 adjusted r2 0,487114 0,164763 0,358914 0,595699 source: data processed table 11 shows a summary of the statistical results in the first equation regression analysis. it is found that statistically significant icg disclosure has a positive effect on isr disclosure (sig. <0,05) with a coefficient of 0,9957. regression analysis in the second equation finds that statistically significant 104 journal the winners, vol. 20 no. 2, september 2019: 95-109 icg disclosure has a positive effect on roe financial performance (sig. <0,05) with a coefficient of 0,8610; the higher icg disclosure index would improve roe financial performance. the third equation regression analysis finds that statistically significant roe financial performance has a positive effect on isr disclosure (sig. <0,05) with a coefficient of 0,5407. the results of the fourth equation regression analysis find that roe financial performance has a positive effect on isr disclosure after controlling for the effect of icg disclosure on isr disclosure (sig. <0,05) with a coefficient of 0,9585. the direct effect coefficient between icg disclosure of isr disclosures is 0,9957, but after roe’s financial performance controls the relationship, both of them decrease to 0,9585; thus, partial mediation occurs (ghozali, 2006). from the results of this statistical test hypothesis, h6b is accepted, which means that financial performance roe mediates partially the effect of icg disclosure on isr disclosure. testing the following hypothesis is testing whether financial performance consisting of roa and roe mediates the effect of ic on isr disclosure, which turns out that the results of statistical tests are not proven. the summary of the results of testing the financial performance hypothesis roa, which results do not mediate the effect of icg disclosure on isr disclosure can be seen in table 12. table 12 summary of testing h7a desc regression 1 regression 2 regression 3 regression 4 vaictm on isrdi vaictm on roa roa on isrdi vaictm , roa on isrdi coeff. -0,038505 0,0074 0,007547 0,0000 -0,01666 0,3690 coeff. -3,944212 0,0000 -0,89371 0,0924 t-stat -2,829006 5,872360 -3,260105 f-stat 5,703450 adjusted r2 0,152234 0,461955 0,197998 0,194330 source: data processed table 12 shows that the conditions for mediation are not fulfilled because 1, 3, and 4 regression equations are negative, which means there is a negative relationship between the independent and dependent variables. with these statistics, hypothesis h7a is rejected. table 13 shows a summary of the h7b test where the conditions for mediation are not fulfilled because the 1, 2, and 4 regression equations are negative, which means there is a negative relationship between the independent and dependent variables. with the results of these statistics, the hypothesis h7b is rejected. table 13 summary of testing h7b desc regression 1 regression 2 regression 3 regression 4 vaictm on isrdi vaictm on roe roe on isrdi vaictm , roe on isrdi coeff. -0,038505 0,0074 -0,00873 0,6084 -0,03401 0,0029 coeff. 0,540716 0,0000 0,51355 0,0000 t-stat -2,829006 -0,51665 4,778521 f-stat 19,2703 adjusted r2 0,152234 -0,01915 0,358914 0,48372 source: data processed the results of statistical tests show that the financial performance of roa does not mediate both the effect of icg disclosure on isr disclosure and the influence of intellectual capital on isr disclosure. for financial performance, roe mediates the effect of icg disclosure on isr disclosures the effect of intellectual …… (ichsan setiyo budi; rahmawati) `105 but does not mediate the influence of intellectual capital on isr disclosures. roe’s financial performance successfully mediates the effect of icg disclosure on isr disclosures. this finding shows that islamic banking management with high compliance with all sharia regulations and provisions will play a role in increasing social contributions to islamic banks. this explains that islamic governance will produce good financial performance so that it is able to carry out social responsibility well too. the fulfillment of this mediation also shows that islamic banking management in indonesia has been able to make a fair financial policy for the operational benefits of islamic banks for the benefit of equity holders and needs such as zakat, qardul hasan, and other social needs. the fulfillment of mediation with roe performance could also be due to higher roe in islamic banking in indonesia compares to roa. this shows that islamic banking management is very concerned about the interests of equity holders who are concentrated in certain parties, namely the conventional commercial banks of their affiliation. almost all islamic banking in indonesia are established by conventional bank affiliates that have long been operating. conclusions there is a positive effect of icg disclosure on isr disclosure; the greater the icg disclosure index, the greater the isr disclosure index. the large icg disclosure index illustrates the implementation of good corporate governance principles in each icg structure in islamic banking in indonesia. this means that each icg structure on islamic banks holds the principle of transparency, accountability, and responsibility. these principles are also applied by management in carrying out their social functions. such conditions will color the islamic bank isr so that the annual report as a media reporting by islamic banking in indonesia to many stakeholders provides reports of social activities that have been carried out in accordance with islamic regulations and values. icg and ic disclosures on financial performance roa and roe show mixed results. for the effect of icg disclosure on roa, it gives insignificant results for islamic banking in indonesia, even both (icg and ic) have a negative relationship to roa. while the effect of icg disclosure on roe is significant, which means that the wider disclosure of icg in islamic banking in indonesia will have an impact on the higher roe. the influence of ic on roa gives significant results for islamic banking in indonesia, which means that ic has a positive effect on roa. this shows that islamic banking in indonesia considers intellectual capital, especially human resources to be a very important factor. roa does not have a positive effect on isr disclosure, but there is a positive influence on the performance of islamic banks (roe) on the isr disclosure index; the greater the performance of islamic banks in indonesia, the greater the isr disclosure index value. this illustrates that islamic banks always carry out these obligations even though their implementation requires large funds, but it is supported by the acquisition of roe in islamic banks. financial performance roa does not mediate both the effect of icg disclosure on isr disclosure and the influence of intellectual capital on isr disclosure. for financial performance, roe mediates the effect of icg disclosure on isr disclosures, but it does not mediate the influence of intellectual capital on isr disclosures. roe’s financial performance successfully mediates the effect of icg disclosure on isr disclosures. this explains that islamic governance will produce good financial performance so that it is able to carry out social responsibility well too. this research has several limitations and is expected to be improved in future research. the limitations of this research are; (1) it uses the icg and isr disclosure variables, but the researchers do not discuss the quality of disclosure. the number of disclosure indicators does not indicate the quality of company information disclosure. (2) this research finds that bank performance is proven to mediate 106 journal the winners, vol. 20 no. 2, september 2019: 95-109 the effect of icg disclosure on isr, but only partial mediation. future researches consider the quality of disclosure, namely completeness, accuracy, and reliability as characteristics of disclosure quality to produce better research findings, and subsequent studies try other variables as mediating the effect of icg disclosure on isr to find full mediation. other further research suggestions are to obtain a strong generalization, and because the number of sharia commercial banks in indonesia, which is still small, subsequent research may not limit the banking sector only, but also in other sectors such as insurance. it is necessary to try to add other financial performance that might mediate, not only profitability performance but liquidity performance, for example, such as cash ratio, loan to deposit ratio, or loan to asset ratio. because it is possible to fulfill the liquidity of an islamic bank, it is free to implement social programs. finally, mediation testing is carried out for each component of vaictm because testing each component will produce more detailed research findings. references abu-tapanjeh, a. m. 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(2017). identifying the factors influence turkish deposit banks to join corporate social responsibility activities by using panel probit method. international journal of finance & banking studies, 6(1), 39-50. doi: 10.20525/ijfbs.v6i1.643. https://doi.org/10.1007/s10997-011-9174-5 microsoft word 07_adhikara.rtf siapa konsumen … (c.t. adhikara) 175 siapa konsumen kita?: analisis perubahan konsumen di era ”ekonomi baru” c.t. adhikara1 abstract economy has shifted into a new space. it’s often called new economy or digital economy or internet economy. the characteristic of new economy is signed by technology application using internet in every sector, limitless of trade time and space. speed is an important element for everything. it also affects consumer. who is company’s real consumer in this new economy? keywords: new economy, consumer, change abstrak ekonomi telah bergerak ke arah yang baru, yang disebut ekonomi baru, ekonomi digital, atau ekonomi internet. ekonomi baru ditandai banyak hal terutama penggunaan teknologi canggih dan internet di segala bidang, perdagangan tanpa kenal ruang dan waktu. kecepatan merupakan elemen yang penting untuk segalanya. hal ini juga mempengaruhi konsumen. siapakah konsumen perusahaan yang sebenarnya di ekonomi baru? kata kunci: ekonomi baru, konsumen, perubahan 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta journal the winners, vol. 6 no. 2, september 2005: 176-183 176 pendahuluan disadari atau tidak, sistem ekonomi telah bergerak ke arah baru. konsumen telah menjadi titik sentral produksi, penggunaan teknologi di segala bidang, kemudahan akses informasi yang kian transparan, bentuk-bentuk aliansi strategis dan kerjasama antar perusahaan (bahkan antar negara) membentangkan jalan bagi ekonomi untuk memperoleh tempat yang baru. perdagangan seolah tidak mengenal ruang (dapat dilakukan dimana saja, nyaris tidak ada batasan negara dan asal produk) dan waktu (24 jam sehari, tujuh hari seminggu, 365 hari setahun) dengan pembayaran yang semakin mudah. beberapa orang menyebutnya ekonomi baru (new economy). ada pula yang menyebutnya ekonomi digital (digital economy), ekonomi internet (internet economy) ataupun ekonomi jaring (web economy). hal ini menandakan bahwa telah terjadi perubahan. perubahan global yang berdampak luas. pada perusahaan, pada konsumen, pada peraturan, pada teknologi, bahkan pada perekonomian tiap negara.untuk dapat bertahan, perusahaan harus memahami perubahan-perubahan yang terjadi. dan pemahaman itu harus dilakukan dalam waktu yang kian singkat. dalam berproduksi, perusahaan harus mencari cara-cara yang lebih efisien untuk menghasilkan produk/jasa mereka. dari sisi strategi, perusahaan harus merumuskan dengan tepat siapa yang benarbenar pesaing mereka, dengan siapa harus mengadakan kerjasama, bagaimana memanfaatkan perubahan yang terjadi, penggunaan saluran (channel) baru, memperbaiki keunggulan bersaing (competitive advantage), dan mengubah kelemahan mereka menjadi kekuatan. dan perusahaan harus tahu segala sesuatu tentang konsumen seperti: apa saja yang berubah dari konsumen, apa yang mempengaruhi mereka, bagaimana reaksi mereka, bagaimana pola baru mereka, dan yang terpenting : siapa konsumen kita sesungguhnya? jurnal ini akan memfokuskan pada perubahan konsumen di ekonomi baru. siapa konsumen … (c.t. adhikara) 177 pembahasan ekonomi baru dalam ekonomi baru, jaringan digital dan infrastuktur komunikasi menyediakan sarana sehingga memungkinkan setiap orang dan organisasi berinteraksi, berkomunikasi, bekerjasama dan mencari informasi. menurut choi dan whinston (2000), karakteristik sarana ini sebagai berikut. 1. cakupan luas dari produk-produk digital seperti basis data, berita, informasi, buku, majalah, tv dan program radio, software, dan lain-lain yang diantarkan via infrastruktur digital tiap saat, dimana saja di dunia. 2. konsumen dan perusahaan melakukan transaksi keuangan dengan mata uang digital dengan alat jaringan komputer atau perangkat bergerak. 3. microprocessor dan kemampuan jaringan, ditanamkan pada barang sehari-hari seperti perangkat rumah tangga, dan kendaraan bermotor. ekonomi baru sendiri dapat dicirikan sebagai berikut. 1. akses informasi tiada batas. 2. pasar global yang terus berkembang. 3. bisnis dilakukan lebih cepat dari sebelumnya dan dalam 24jam sehari-7hari seminggu-365hari per tahun. 4. keinginan peningkatan pendapatan dari perusahaan multi nasional melalui globalisasi. 5. internet memungkinkan konsumen sedunia mempunyai informasi yang sama pada saat yang sama, sehingga mereka bisa langsung membandingkan produk dan harga dan bertransaksi hanya dengan meng-klik mouse. 6. privatisasi diiringi deregulasi meningkatkan persaingan pasar. 7. pengembangan teknologi komunikasi data dan suara meningkatkan harapan akan pelayanan konsumen dan membuka berbagai peluang. perusahaan dapat merespons perubahan ini dengan berbagai cara. untuk perusahaan konvensional bisa dengan tetap pada brick and mortar dengan penguatan teknologi tanpa bermain di e-bisnis. bisa juga dengan memilih menjadi click and mortar ataupun terjun menjadi purevirtual. tentu setiap pemilihan strategi mempunyai konsekuensinya sendiri. hubungan antara tekanan lingkungan bisnis pada ekonomi baru dengan respon organisasi dan e-commerce dapat digambarkan pada gambar 1 berikut: journal the winners, vol. 6 no. 2, september 2005: 176-183 178 gambar 1 lingkungan bisnis di ekonomi baru menguasai teknologi saja ternyata tidak cukup membuat sebuah perusahaan menjadi sukses. mikko kosonen – strategist dan cio nokia mengatakan bahwa: teknologi hanyalah awal, yang tepenting adalah melakukan transformasi strategi, pendekatan, struktur dan proses pemasaran, dan bisnis anda mengubah peluang-peluang, yang dimungkinkan oleh teknologi menjadi keuntungan riil. dari sisi marketing, tuede (2001) menyatakan bahwa kini bukan lagi 4p (produk, price, promotion, people) namun menjadi 5p setelah ditambah “pace” yang menggambarkan dimensi waktu yang kian penting. kita hidup di ekonomi kecepatan. mengenali konsumen pemikiran bahwa kita harus mempelajari konsumen bukanlah hal baru ataupun revolusioner. pemasar selama ini selalu memperhatikan konsumen dan mengajukan pertanyaan. tetapi apa yang tidak dilakukan pemasar adalah melihat konsumen dengan cukup dekat dan kemudian memikirkan implikasi-implikasi dari apa saja yang telah mereka observasi. yang banyak terjadi, hasil observasi tidak mereka manfaatkan semaksimal mungkin. konsumen bukalah hanya satu mata rantai dalam sebuah rantai nilai yang juga meliputi manufaktur, distribusi, perencanaan, pembelian dan penjualan. para pemasar harus melihat dari sudut pandang konsumen. konsumen hanya melihat apa yang tampak pada mereka. dan bagi konsumen, strategi dan efisiensi perusahaan bukanlah hal yang penting. komunisme konsumen (zyman, 2000) terjadi jika perusahaan tidak menghubungkan diri dengan konsumen dan melakukan pemasaran persuasif. dampaknya adalah orang hanya akan mulai membeli apa yang dibeli orang lain setelah melakukan technological environment innovation obsolescence e-commerce information overload societal environment social responsibility gov. regulations deregulations shrinking budgets/ subsidies ethics market (economic) environment global competitive changing workforce powerful consumers organization support it and e-commerce siapa konsumen … (c.t. adhikara) 179 percarian informasi dari lingkungan kecil dan teman. jika itu tidak memuaskan konsumen, mereka akan menggunakan harga sebagai instrumen informasi. hal yang kini terjadi, terutama di asia dan eropa timur adalah demokrasi konsumen dimana konsumen mempunyai lebih banyak pilihan karena ada dukungan teknologi dan perkembangan faktor global. bagi perusahaan yang jeli melihat peluang, mereka adalah pasar baru. konsumen baru. secara umum, kategori konsumen sebagai berikut. 1. impulsive buyer, mereka yang membeli produk secara cepat 2. patient buyer, mereka yang membeli produk setelah membuat berbagai perbandingan 3. analytical buyer, mereka yang terlebih dahulu melakukan riset analisis sebelum memutuskan membeli. secara sederhana, perilaku konsumen dapat dirumuskan dengan dua pertanyaan : mengapa konsumen berbelanja?, dan apa gunanya bagi konsumen? pada online shopping, hal ini bermakna ; apakah mereka browsing untuk belanja online (valuableaccomplishing something) ataukah hanya melihat-lihat (valueless-simply browsing), fun, atau tugas/pekerjaan. konsumen mengkonsumsi produk disebabkan oleh stimuli dan motif tertentu. teori konvensional menggolongkan motif itu menjadi : 1. power – masculinity – virility 2. security 3. eroticism 4. moral purity – cleanliness 5. social acceptance 6. individuality 7. status 8. femininity 9. reward 10. master over environment 11. disalienation magic mystery untuk lebih mengerti tentang konsumen, perusahaan perlu membentuk crm. crm (customer relationship management) adalah strategi bisnis untuk memilih dan memperlakukan konsumen demi mengoptimalkan nilai jangka panjang. crm memerlukan filosofi customer-centric business dan budaya untuk mendukung keefektifan pemasaran, penjualan, dan proses jasa. aplikasi crm dapat efektif jika memiliki kepemimpinan yang benar, strategi dan budaya. (greaterchinacrm.org, 2003). kini kita memasuki ekonomi baru yang sering juga disebut era centaur. konsumen seolah adalah centaur – manusia berkaki kuda. yang berlari cepat dengan kaki teknologi baru namun dengan hati manusia. konsumen beraktivitas melalui berbagai journal the winners, vol. 6 no. 2, september 2005: 176-183 180 saluran. terkadang konsumen juga merangkap sebagai produsen dan penjual (mis : lelang di e-bay.com, pertukaran produk/info). dengan dukungan teknologi dan saluran, mereka melakukan hal-hal yang tak terpikirkan sebelumnya. mereka telah menjadi hybrid consumer. hasil riset menunjukkan bahwa pada ekonomi baru ini, terdapat kebutuhan yang tidak berubah, namun telah dipertajam atau diperlemah oleh teknologi berikut. 1. keinginan akan keunikan, personifikasi, dan layanan sesuai keinginan pembeli (customization). 2. keinginan untuk interaksi sosial. 3. keinginan akan keragaman dan pilihan saluran, akses anytime anywhere. 4. keinginan akan nilai kompetitif. bagaimana perusahaan menghadapi harapan yang lebih tinggi dari para konsumen untuk nilai dan layanan. 5. keinginan untuk membuat pilihan yang lebih baik karena informasi semakin mudah dan banyak. namun, ternyata ada juga yang tidak berubah sebagai berikut. 1. kesukaan berbelanja. 2. kadang nilai manusia lebih penting dari efisiensi. 3. hasrat untuk memperoleh harga yang ”fair” dan bukan ”best price”. 4. integrasi saluran-saluran baru ke dalam saluran-saluran yang sudah ada. 5. biaya transaksi yang lebih murah akan mempermudah konsumen untuk pergi. 6. riil kadang lebih menarik daripada virtual. segmentasi dan positioning pada bisnis konversional/fisik, segmentasi pasar umumnya dikategorikan menurut geografi, demografi, psychosocial, dan cognitive-affective-behavioral. namun beberapa riset terhadap konsumen menunjukkan bahwa kini pada ekonomi baru, terlebih pada masyarakat yang banyak menggunakan internet menunjukkan hal yang berbeda. wharton virtual test market menunjukkan bahwa segmentasi online yang paling penting (yang berhubungan dengan pembelian online dan waktu yang diperlukan) tidak didasarkan pada faktor demografis, tetapi faktor-faktor seperti pengalaman online, wired lifestyle, tekanan waktu, dan pembelian berdasarkan katalog. segmentasi penggunaan internet menurut mckinsey & mega matrix dengan menggunakan 6000 responden menggolongkan konsumen menjadi berikut ini. 1. connectors; mereka yang menggunakan internet untuk berhubungan dan komunikasi. mereka lebih banyak berhubungan dengan merek offline. 2. samplers ; pengguna ringan yang mencoba banyak domain. 3. simplifiers; menggunakan internet untuk membuat hidup mereka lebih efisien, sehingga mereka menuntuk kemudahan yang maximal. 4. routines; pengguna ringan. siapa konsumen … (c.t. adhikara) 181 setelah mengetahui penggolongan konsumen, tentunya yang dilakukan perusahaan adalah memilih diantara para golongan itu, mana yang bisa perusahaan jadikan sebagai target market. setelah memilih target/sasaran pasarnya, organisasi harus melakukan satu tahap lagi yaitu positioning. positioning adalah strategi pemasaran yang dilakukan agar konsumen bisa membedakan perusahaan atau produk dengan perusahaan lain atau produk lain. untuk menentukan posisi yang unik, perusahaan harus mengabaikan logika konvensional. logika konvensional mengatakan bahwa organisasi menemukan konsepnya di dalam diri perusahaan atau dalam produk. tidak benar!! apa yang harus dilakukan adalah melihat ke dalam diri calon pelanggan. 7up berhasil melakukannya karena ditengah kejenuhan masyarakat akan minuman kola, 7up menyatakan ”not another cola”. lexus berhasil membedakan produknya dari toyota. namun, lebih dari apapun, keberhasilan positioning menuntut konsistensi. perusahaan harus menjaganya dari tahun ke tahun. perusahaan yang tidak konsisten biasanya jatuh ke perangkap fwmts (forgot what made them successful). produk adalah sesuatu yang dibuat di pabrik. merek adalah sesuatu yang dibuat dalam pikiran, agar berhasil, perusahaan harus merek, bukan produk. nike adalah salah satu contoh yang berhasil. perusahaan dapat membangun merek dengan menggunakan strategi positioning dimulai dengan nama yang bagus. lexus untuk produk yang eksklusif, google untuk pencarian, yahoo! untuk segala kebutuhan, yang didukung dengan logo ataupun font yang khas. strategi pemasaran peluang yang dilihat perusahaan untuk memasarkan produk, harus dimanfaatkan sebaik-baiknya. analisis terhadap peluang pasardapat dilakukan melalui tahapan berikut. 1. identifikasi kebutuhan konsumen yang belum tercapai/terpenuhi. 2. identifikasi dengan jelas konsumen yang akan dilayani perusahaan. 3. bandingkan perusahaan kita dengan pesaing. 4. ukur sumber daya yang dimiliki; apakah memungkinkan untuk memenuhi kebutuhan konsumen. 5. ukur ketersediaan pasar terhadap teknologi. 6. perjelas peluang dalam pernyataan yang kongkrit. 7. ukur seberapa menarik peluang itu. setelah mengukur keseimbangan peluang dengan kemampuan perusahaan, tindakan selanjutnya adalah memikirkan apa yang seharusnya dilakukan agar pemasaran dapat berhasil. tujuan perusahaan adalah membidik sweet spot yang dapat digambarkan. journal the winners, vol. 6 no. 2, september 2005: 176-183 182 gambar 2 empat lingkungan utama dan “sweet spot untuk peluang pasar” agar tidak terjebak pemborosan penggunaan sumber daya, strategi pemasaran harus dilakukan secara tepat. penentuan strategi pemasaran dapat melalui tahap pembentukan berikut. gambar 3 the role of consumer research and analysis in marketing strategy penutup 1. ekonomi telah bergerak ke arah baru dan sering disebut ekonomi baru, ekonomi digital, ekonomi internet ataupun ekonomi jaring. 2. ekonomi baru ditandai penggunaan teknologi dan internet di masyarakat untuk berbagai keperluan. hampir semua produk di-digital-kan. 3. konsumenpun berubah. segmen pasar berubah. namun ada hal2 tertentu yang tidak berubah. perusahaan harus menemukan siapa saja konsumen mereka sebenarnya. 4. organisasi harus melakukan analisis ulang posisi mereka dan menentukan strategi mereka. apakah tetap brick and mortar, click and mortar atau memilih pure virtual. juga menentukan teknologi yang diaplikasikan. 5. waktu untuk menentukan strategi dan melaksanakannya semakin pendek. consumer research and analysis consumers affect and cognition behaviors environments marketing strategy development marketing strategy implementation sweet spot customer company technology competition siapa konsumen … (c.t. adhikara) 183 daftar pustaka capodagli, bill. and lynn jackson. 2001. leading at the speed of change. mcgraw hill. kalakota, ravi. 1996. e-commerce – a manager guide. addison wesley. peter, paul. and jerry c. olson. 1999. consumer behaviour and marketing strategy. mcgraw hill. rayport, jeffrey f. and bernard jaworski. 2003. introduction to e-commerce, mcgraw hill. solomon, michael r. 1996. consumer behaviour. prentice hall int’l. trout, jack and al ries. 2001. positioning; the battle for your mind. mcgraw hill. tuede, lars. and peter ohnemus. 2001. marketing strategies for the new economy. john wiley & sons. turban, efraim. and david king. 2004. e-commerce – a amanagerial perspectives. pearson. wind, jerry. and vijay mahajan. 2002. convergence marketing. pearson. zyman, sergio. 2000. the end of marketing as we know it. jakarta: gramedia. editor in chief rudy aryanto managing editors engkos achmad kuncoro (binus university, jakarta) idris gautama so (binus university, jakarta) yasintha soelasih (atma jaya university, jakarta) levyda (sahid university, jakarta) agus zainul arifin (tarumanagara university, jakarta) executive editors arta moro sundjaja noerlina editor/setter dina nurfitria eka yanti pangputri holil atmawati secretariat haryo sutanto administration address research and technology transfer office binus university anggrek campus, jl.kebon jeruk raya 27 kebon jeruk, jakarta barat 11530 ph. 021-5350660 ext. 1708 email: hsutanto@binus.edu, raryanto@binus.edu publication & issn published twice a year (march and september) p-issn: 1412-1212 e-issn: 2541-2388 vol. 18 no. 2 september 2017 economic, business, management, and information system journal winnersthe journal p-issn 1412-1212 e-issn 2541-2388 contents shienny megawati sutanto; marina wardaya how to use iconic image illustration to increase selling value of fiction works ..................................... 49-59 arman; asep saefuddin; fathia anggriani pradina the role of oil palm and rubber industry toward regional economic in west kalimantan-indonesia ............ 61-72 justin callais; walter e. block medical economics: legalize organ markets ............................................................................... 73-81 damar aji irawan expatriates perceptions toward hofstede’s indonesia cultural dimensions ........................................... 83-92 sri bramantoro abdinagoro factors influencing the intention of attending theater performances: an exploration study ......................... 93-108 index.............................................................................................................................. 109-112 journal p-issn 1412-1212 e-issn 2541-2388 vol. 18 no. 2 september 2017 economic, business, management, and information system journal winnersthe microsoft word 05_m.takdir.doc journal the winners, vol. 6 no. 2, september 2005: 134-154 134 kajian terhadap tingkat kinerja ekspor indonesia dalam rangka meningkatkan kesejahteraan masyarakat: studi kasus ekspor udang beku indonesia m. takdir mulyadi1 abstract the is aimed to know the performance level and the indonesia’s strategy of frozen shrimp export. the research is done by using revealed comparative advantage analysis and swot analysis. the result of this research showed that the level of indonesia’s frozen shrimp export performance less than thailand’s. the recommended strategy that can be done to increase the performance frozen shrimp export are: more focus in developing economic in fishery sector, investment, law deregulation in fishery sector keywords: income per capita, level on export performance and swot analysis abstrak penelitian bertujuan mengetahui tingkat kinerja ekspor hasil perikanan laut indonesia (khususnya udang beku) dan posisi strategi yang dijalankan indonesia. penelitian dilakukan dengan analisis revealed comparative advantage (rca) dan analisis swot. hasil penelitian menunjukkan bahw tingkat kinerja ekspor udang beku indonesia masih di bawah thailand. strategi yang dapat dilakukan untuk meningkatkan kinerja ekspor dalam rangka meningkatkan kesejahteraan masyarakat khususnya nelayan adalah: penekanan prioritas pembangunan ekonomi di sektor perikanan melalui revitalisasi pembangunan di sektor perikanan, meningkatkan investasi di sektor perikanan dan menciptakan kepastian hukum dalam berusaha. kata kunci: pendapatan per kapita, tingkat kinerja ekspor dan analysis swot 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta kajian terhadap tingkat kinerja … (m. takdir mulyadi) 135 pendahuluan sebagaimana diamanatkan dalam uud 1945, bahwa salah satu tujuan negara adalah mensejahterakan rakyat. upaya untuk meningkatkan kesejahteraan rakyat indonesia telah dilakukan sejak awal berdirinya republik ini melalui berbagai kebijaksanaan yang dibuat oleh rezim-rezim yang berkuasa seperti: orde lama, orde baru, orde reformasi dan pemerintahan yang sekarang sedang berjalan. sebagai contoh, pada zaman orde baru, upaya peningkatan kesejahteraan rakyat indonesia dilaksanakan melalui rangkaian tahapan pembangunan lima tahun yang kita kenal dengan istilah repelita. perencanaan pembangunan yang teratur dan berkesinambungan ini diharapkan dapat meningkatkan kesejahteraan rakyat. banyak kendala dan permasalahan yang dihadapi indonesia untuk menjadi bangsa yang maju, adil-makmur, sejahtera, damai, dan bermartabat. tetapi yang paling krusial untuk segera diatasi adalah persoalan kemiskinan (40 juta orang), pengangguran (37 juta orang), dan menurunnya daya saing ekonomi bangsa. salah satu indicator tingkat kesejahteraan masyarakat adalah pendapatan perkapita dari masyarakat. pada awal kemerdekaan tingkat pendapatan per kapita masyarakat indonesia masih sangat rendah. sejalan dengan pelaksanaan pembangunan yang dicanangkan oleh pemerintah yang berkuasa, tingkat pendapatan perkapita masyarakat indonesia semakin meningkat. pada tahun 1995, tingkat pendapatan per kapita indonesia adalah us$ 0,80. dibandingkan dengan negara-negara di kawasan asean indonesia menempati peringkat nomor dua terbawah setelah vietnam. tingkat pendapatan per kapita masyarakat suatu negara diperoleh dari data pendapatan nasional dari negara tersebut. pendapatan nasional adalah nilai dari seluruh barang dan jasa yang diproduksi oleh masyarakat suatu negara dalam suatu periode tertentu. produksi dari barang dan jasa yang dihasilkan oleh suatu negara, selain dikonsumsi oleh masyarakat negara tersebut juga diekpor ke negara lain untuk mendapatkan devisa ekspor. pendapatan nasional merupakan ukuran kinerja ekonomi dari suatu negara dan sekaligus dapat dijabarkan sebagai presentasi tingkat kemakmuran negara tersebut. ada beberapa faktor-faktor yang mempengaruhi pendapatan nasional suatu negara, antara lain: konsumsi masyarakat, investasi yang dilakukan oleh pihak swasta, pengeluaran pemerintah dan ekspor-impor yang dilakukan oleh negara tersebut. dalam kondisi perekonomian dunia yang mengalami resesi, dimana konsumsi dan investasi tidak mampu menggerakkan roda perekonomian, peranan ekspor dalam menggerakkan roda perekonomian negara sangat dibutuhkan, terlebih apabila negara itu mempunyai keunggulan pada suatu jenis komoditi tertentu. seiring dengan era globalisasi perdagangan dunia, peranan ekspor suatu negara dirasakan sangat menentukan perekonomian suatu negara. secara umum komoditas ekspor suatu negara harus mempunyai keunggulan bersaing di pasar global dan domestik. keunggulan ini sangat dipengaruhi oleh kemampuan negara tersebut untuk mengefisienkan kegiatan berproduksinya dan keunggulan teknologi dari negara tersebut. journal the winners, vol. 6 no. 2, september 2005: 134-154 136 bagi negara-negara berkembang seperti indonesia, keunggulan komperatif tidak lagi menjamin untuk memberikan keunggulan dalam memenangkan persaingan, tetapi harus menggalakkan upaya untuk mengefisienkan kegiatan-kegiatan produksinya. kenyataan menunjukkan bahwa banyak produk-produk kita untuk tujuan ekspor kurang mampu bersaing di pasar global karena faktor harga yang tidak kompetitif. sebagaimana yang terlihat dipasar beberapa produk dari komoditas pertanian indonesia masih kurang mampu bersaing di pasar domestik, apalagi kalau bersaing di pasar global. untuk mengatasi hal tersebut diatas, perlu dilakukan pembenahan secara komprehensif, baik pembenahan di tingkat petani maupun pembenahan di tingkat pembuat kebijaksaan (birokrasi). dalam melakukan pembenahan ini tidak seluruhnya diberlakukan untuk semua produk. dalam hal ini tentunya kita harus mengetahui dahulu produk-produk mana saja yang perlu dibenahi, perlu dibuat prioritas produk-produk yang berpotensi untuk mendatangkan devisa yang lebih diprioritaskan. dalam kaitan ini penulis mencoba untuk melakukan kajian terhadap potensi ekspor hasil perikanan, khususnya udang beku indonesia pada masa sebelum terjadinya krisis moneter. kondisi sumberdaya alam sangat mendukung proses produksi udang beku. kalau dibandingkan dengan negara pengekspor udang beku lainnya seperti thailand, jelas sekali indonesia sebenarnya lebih unggul sumberdaya alamnya. namun dalam kenyataannya bahwa volume dan nilai ekspor produk udang beku dari thailand lebih tinggi di banding indonesia. thailand saat ini unggul dalam ekspor udang beku ke pasar dunia, lebih dari 20% kebutuhan pasar dunia di pasok dari thailand. pada tahun 1999, thailand mendapatkan devisa dari ekspor udang beku sebanyak us$ 2.2 billion. hal ini mungkin disebabkan salah satunya oleh rendahnya animo masyarakat dalam kegiatan produksi hasil perikanan. data menunjukkan bahwa, sejak awal pelita i (1969/1970) sampai dengan akhir 1996, kredit usaha yang dicurahkan untuk sub sektor perikanan hanya 0,02% dari total kredit usaha pada waktu itu, artinya bahwa investasi dan usaha di bidang kelautan masih sangat rendah. wajar bila pada masa lampau kekayaan perikanan laut indonesia banyak dimanfaatkan secara ilegal (illegal fishing) oleh bangsa asing. disamping melakukan pembenahan secara komprehensif dipandang perlu untuk segera melakukan revitalisasi berbagai kegiatan ekonomi yang lesu diterpa badai krisis multidimensi yang hingga kini belum sepenuhnya pulih dan secara simultan membangkitkan sumber-sumber pertumbuhan ekonomi baru (new sources of economic growth). pada era globalisasi yang bercirikan bordless world, liberalisasi perdagangan, dan persaingan ekonomi antarbangsa yang semakin sengit, segenap kegiatan ekonomi yang kita revitalisasi dan kembangkan harus mampu menghasilkan barang dan jasa yang berdaya saing tinggi. sehubungan dengan fenomena tersebut, perlu dilakukan suatu kajian yang lebih detail tentang kinerja ekspor udang beku indonesia dan langkahlangkah yang perlu diambil untuk meningkatkan kinerja tersebut demi peningkatan kesejahteraan rakyat indonesia. kajian terhadap tingkat kinerja … (m. takdir mulyadi) 137 pembahasan perdagangan internasional berkaitan dengan kinerja ekspor suatu negara , perlu memahami terlebih dahulu tentang kerangka pemikiran yang berkaitan dengan perdagangan internasional. menurut tambunan (2001), pandangan perdagang internasional dapat dikelompokkan kedalam dua kelompok yaitu teori klasik dan teori modern. teori klasik yang umum dikenal adalah teori keunggulan absolute dari adam smith dan teori keunggulan komperatif dari john stuart mill. 1. teori keunggulan absolut teori ini dianggap sebagai teori murni perdagangan internasional. dasar pemikiran teori ini adalah bahwa suatu negara akan melakukan spesialisasi dan ekspor terhadap suatu jenis barang tertentu dimana negara tersebut memiliki keunggulan absolut dan tidak memproduksi barang sejenis. dengan kata lain, suatu negara akan mengekspor (impor) suatu jenis barang jika negara tersebut dapat (tidak dapat) membuatnya lebih efisien atau murah dibandingkan negara lain. 2. teori keunggulan komparatif teori keunggulan komperatif ini merupakan kritik atau penyempurnaan terhadap teori keunggulan absolut. menurut teori ini, suatu negara akan berspesialisasi pada ekspor suatu barang dimana negara tersebut memiliki keunggulan komperatif terbesar dan impor barang dimana negara tersebut mengalami kerugian komparatif. dengan kata lain suatu negara akan ekspor suatu barang yang dapat dihasilkan dengan biaya produksi yang lebih rendah dan akan impor barang yang kalau dibuat sendiri memerlukan ongkos produksi yang besar. 3. teori modern dalam teori modern mengenai perdagangan internasional dikenal teori hecksher dan ohlin (h-o). dasar pemikiran teori ini adalah perdagangan internasional akan terjadi karena opportunity costs yang berbeda antara kedua negara tersebut. perbedaan ongkos alternatif tersebut dikarenakan perbedaan dalam jumlah faktor produksi yang dimiliki kedua negara tersebut. menurut teori ini suatu negara akan berspesialisasi dalam produksi dan ekspor barang-barang yang input (faktor produksi) utamanya relatif sangat banyak di negara tersebut dan impor barang yang input utamanya tidak dimiliki oleh negara tersebut (jumlahnya terbatas) paradigma baru perdagangan internasional teori klasik dan modern memiliki sejumlah kelemahan, terutama yang berkaitan dengan beberapa asumsi-asumsinya, antara lain tenaga kerja yang dianggap sebagai factor produksi yang dominant dan sifatnya homogen. kenyataan menunjukkan bahwa tenaga journal the winners, vol. 6 no. 2, september 2005: 134-154 138 kerja tidak homogen, melainkan berbeda menurut jenis dan derajat pendidikan dan keterampilannya. selain sumberdaya manusia, teori tersebut tidak menganggap pentingnya teknologi, padahal faktor yang terkahir ini sangat berpengaruh terhadap pola serta pertumbuhan perdagangan internasional sejak dekade 1970-an. bahkan di negaranegara asia yang miskin sumberdaya alam, seperti korea selatan, singapura, taiwan, hongkong dan jepang, sumberdaya manusia dan teknologi merupakan dua faktor penting penentu kemajuan atau pola perkembangan ekspor negara-negara tersebut. karena asumsi-asumsinya tersebut teori modern tidak mampu menerangkan perkembangan ekspor non migas dari negara-negara maju asia tersebut dan perubahan strukur serta dinamika arus perdagangan global yang mulai nampak jelas sejak awal dekade 1980-an dari komoditas primer ke barang-barang elektronik yang canggih, seperti komputer dan alat-lat telekomonikasi. pada akhirnya timbul pemikiran bahwa perkembangan ekspor dari suatu negara tidak hanya ditentukan oleh faktor-faktor keunggulan komperatif, tetapi juga oleh faktor-faktor keunggulan kompetitif. menurut michael porter (1985, 1986, 1990) , hal-hal yang harus dikuasai/dimiliki oleh setiap perusahaan atau negara untuk meningkatkan keunggulan kompetitifnya adalah terutama teknologi; tingkat entrepreunership yang tinggi, tingkat efisiensi/produktivitas yang tinggi dalam proses produksi; kualitas dan mutu yang baik dari barang yang dihasilkan; promosi yang meluas dan agresif , pelayanan teknikal dan non teknikal yang bai (service after sale); tenaga kerja dengan tingkat keterampilan /pendidikan, etos kerja, kreativitas serta motivasi yang tinggi; skala ekonomis; inovasi; diferensiasi produk; modal dan sarana serta prasarana lainnya yang cukup; jaringan distribusi dalam dan terutama di luar negeri yang baik dan well-organized/managed; dan proses produksi yang dilakukan dengan sistem just in time (jit). faktor-faktor ini semakin penting terutama di pasar internasional dengan persaingan yang semakin tidak sempurna. selanjutnya menurut porter, keunggulan kompetitif ditentukan oleh 4 determinan, yaitu : (i) keunggulan komperatif, (ii) permintaan di pasar domestik, baik kuantitatif maupun kualitatif, (iii) struktur industri dalam negri yang kuat, (iv) struktur pasar dengan persaingan bebas sepenuhnya.menurut porter, untuk meningkatkan keunggulan kompetitif, suatu negara harus menguasai : teknologi, tingkat entrepreunership pengusaha, inovasi dan skala ekonomis. proses teknologi cenderung menjadi �isban produksi yang �isbandi dan menentukan perkembangan ekspor dan volume perdagangan.entrepreneurship merupakan semangat inovasi dan kreatifitas dari para pengusaha.tidak hanya diperlukan pada proses awal produksi saja, tetapi juga pada saat sebelum maturity kajian terhadap tingkat kinerja … (m. takdir mulyadi) 139 1. tingkat daya saing ekspor tingkat daya saing komoditas ekspor suatu negara atau industri dapat dianalisis dengan berbagai macam metode atau diukur dengan sejumlah indikator, antara lain : revealed comparative advantage constant market share (rca) dan real effective exchange rate (reer) (tambunan, 2001) revealed comparative advantage index merupakan salah satu indicator yang dapat menunjukkan perubahan keunggulan komperatif suatu negara. index ini menunjukkan perbandingan antara pangsa ekspor suatu komoditas atau sekelompok komoditas suatu negara terhadap pangsa ekspor komoditas tersebut dari seluruh dunia. dengan perkataan lain, indek rca menunjukkan keunggulan komperatif atau daya saing ekspor dari suatu negara dalam suatu komoditas terhadap dunia. jika nilai indeks rca dari suatu negara untuk suatu komoditi tertentu lebih besar dari satu (1) berarti negara bersangkutan mempunyai keunggulan komperatif (diatas rata-rata dunia) untuk komoditi tersebut, sebaliknya bila lebih kecil dari satu (1) maka keunggulan komperatif untuk komoditas tersebut rendah. secara matematis, indeks rca adalah : xij/xit rca ij = --------------- wj/wt dimana, xij = nilai ekspor komoditas j dari negara i xit = nilai ekspor total (produk j dan lainnya) wj = nilai ekspor komoditas j di dunia wt = nilai ekspor total dunia real effective exchange rate nilai tukar efektif riil (reer), sering digunakan sebagai salah satu indeks untuk mengukur tingkat daya saing ekspor suatu negara. nilai tukar riil adalah nilai tukar nominal dibagi rasio indeks harga di dalam negeri dan di luar negeri (negara mitra dagang). nilai tukar riil dapat didefinisikan sebagai daya beli relatif dari output domestik, yakni harga dari barang luar negeri ( impor) yang diukur dalam bentuk barang domestik (ekspor). secara sederhana dapat dirumuskan sebagai berikut : vpln v = ----------- pdn dimana, v = nilai tukar riil v = nilai tukar nominal journal the winners, vol. 6 no. 2, september 2005: 134-154 140 pln = indeks harga diluar negeri (barang impor) dalam mata uang asing (misalnya dolar as) pdn = indeks harga di dalam negeri (barang ekspor) dalam mata uang domestik (rupiah) 2. analisis swot menurut rangkuti (2000), analisis swot adalah identifikasi berbagai faktor secara sistematis untuk merumuskan strategi perusahaan. analisis ini didasarkan pada logika yang dapat memaksimalkan kekuatan (strength) dan peluang (opportunities), namun secara bersamaan dapat meminimalkan kelemahan (weaknesses) dan ancaman (threats). o peluang adalah situasi penting yang menguntungkan dalam lingkungan perusahaan. o ancaman adalah situasi penting yang tidak menguntungkan dalam lingkungan perusahaan. o kekuatan adalah sumberdaya, keterampilan atau keunggulan lain terhadap pesaing. o kelemahan adalah keterbatasan atau kekurangan dalam sumberdaya, keterampilan dan kapabilitas menghambat kinerja efektif perusahaan. matrix swot matrix swot dapat menggambarkan secara jelas bagaimana peluang dan ancaman eksternal yang dihadapi perusahaan dapat disesuaikan dengan kekuatan dan kelemahan yang dimilikinya. ifas efas strengths (s) * tentukan 5-10 faktor kelemahan internal weaknesses (w) * tentukan 5-10 faktorfactor kekuatan internal opportunities (o) *tentukan 5-10 faktor-faktor peluang eksternal strategi so ciptakan strategi yang menggunakan kekuatan untuk memanfaatkan peluang strategi wo ciptakan strategi yang meminimalkan kelemahan untuk memanfaatkan peluang treaths (t) *tentukan 5-10 faktor-faktor ancaman eksternal strategi st ciptakan strategi yang menggunakan kekuatan untuk mengatasi ancaman strategi wt ciptakan strategi yang meminimalkan kelemahan dan menghindari ancaman tahapan analisis swot menyusun matrik efas dan ifas penentuan matrix grand strategi formulasi strategi dengan matrix swot rekomendasi strategi yang dijalankan kajian terhadap tingkat kinerja … (m. takdir mulyadi) 141 metode penelitian jenis penelitian ini adalah analisis data skunder. data diperoleh dari internet dan sumber data lain yang relevan. analisis ini dilakukan dengan mengkaji tingkat keunggulan komperatif ekspor udang beku indonesia dibandingkan dengan negara lain. ada dua pendekatan yang digunakan dalam pengukuran keunggulan komperatif dalam kasus ekspor udang beku indonesia sebagai berikut. o pertama, domestic resource cost (drc), pendekatan ini digunakan untuk memperkirakan tingkat keunggulan komperatif dari produk ditinjau dari sisi biaya o kedua, revealed comparative advantage (rca), pendekatan ini digunakan untuk mengetahui kinerja ekspor suatu negara setelah diketahui posisi kinerja ekspor indonesia dibanding negara lain, selanjutnya merumuskan kebijaksanaan/strategi yang perlu ditempuh indonesia dengan menggunakan bantuan analisis swot pembahasan indikator perekonomian indonesia terhadap perekonomian dunia untuk mendapatkan penilaian yang obyektif tentang kondisi perekonomian indonesia selain dengan membandingkan trend indikator ekonomi dari waktu ke waktu juga dapat dibandingkan dengan kondisi perekonomian negara lainnya. journal the winners, vol. 6 no. 2, september 2005: 134-154 142 tabel 1 indikator perekonomian dunia tahun 1994 -2005 wilayah pertumbuhan pdb riil (%) inflasi (%) transaksi ber-jalan (milyar us$) pdb riil per kapita (us$) 1994 1995* 19962005** 1994 1995** 19962005** 1994 1994 dunia 2,90 2,80 3,50 3,00 3,20 3,50 (82,00) 4.560,00 g-7 2,90 2,30 2,80 1,60 2,10 2,70 (40,50) 25.650,00 amerika serikat 4,10 3,20 2,10 2,00 (151,00) 25.800,00 jepang 0,50 0,40 0,10 0,60 129,00 36.730,00 jerman 2,90 2,10 2,30 2,90 (21,70) 22.445,00 asia timur & pasifik 9,70 9,20 7,90 6,10 8,60 5,80 (18,80) 880,00 cina 12,20 10,20 16,30 12,70 7,20 440,00 korea selatan 8,00 9,30 5,50 4,70 (5,30) 8.560,00 indonesia 7,30 7,50 6,90 8,90 (3,80) 920,00 asia selatan 5,70 5,50 5,40 10,40 9,00 6,40 (3,20) 320,00 india 6,10 5,80 10,50 9,00 1,30 320,00 amerika latin & karibia 4,90 0,90 3,80 15,90 11,10 8,70 (46,60) 3.460,00 brazil 5,80 4,20 2.284,00 90,10 (1,90) 3.490,00 meksiko 3.60 (6.90) 7,30 55,70 (28,90) 4.240,00 argentina 7,40 (3,20) 1,80 1,30 (10,00) 8.290,00 timur tengah dan afrika utara 2,10 2,50 2,90 4,60 5,90 6,30 (15,60) 1.600,00 iran 2,40 2,70 35,40 46,10 2,60 1.010,00 mesir 2,00 2,50 8,20 7,30 0,20 750,00 algeria (1,00) 3,50 27,90 24,10 (1,80) 1.550,00 afrika sub sahara afrika selatan 2,40 3,40 10,30 10,20 (0,40) 2.970,00 nigeria 2,50 0,50 37,00 47,10 1,60 330,00 **) forecast *) estimate sumber data : global economic prospect and developing countries, world bank 1996 kajian terhadap tingkat kinerja … (m. takdir mulyadi) 143 pada tabel 1, terlihat gambaran product domestic bruto riil indonesia pada tahun 1995 mencapai 7,50%. jika dibandingkan dengan rata-rata pdb riil dunia yang mencapai 2,80%, jauh diatas ratarata dunia. hal ini menunjukkan bahawa aktivitas perekonomian indonesia berjalan dengan baik yang ditandai oleh tingginya produksi barang/jasa indonesia. kondisi transaksi berjalan yang menggambarkan aliran dana masuk dan keluar indonesia masih lebih kecil jika dibandingkan dengan rata-rata dunia walaupun transaksi berjalan indonesia masih mengalami defisit sebesar us$ 3,80 millyar. termasuk dalam transaksi berjalan ini adalah aliran dana masuk dan keluar yang berasal dari ekspor dan impor. pada tahun 1995 tingkat kesejahteraan masyarakat indonesia masih diatas rata-rata masyarakat dunia. hal ini menunjukkan terjadinya peningkatan yang cukup signifikan dibanding kondisi pada awal kemerdekaan indonesia. sebagai konsekuensi dari tingginya aktivitas perekonomian, kondisi inflasi indonesia sebesar 8,90% diatas rata-rata dunia sebesar 3,20%. namun tingkat inflasi sebesar ini relatif masih dapat dikendalikan dan tidak dalam kondisi yang dapat membahayakan perekonomian indonesia. journal the winners, vol. 6 no. 2, september 2005: 134-154 144 kajian terhadap tingkat kinerja … (m. takdir mulyadi) 145 tabel 2 menggambarkan indikator perekonomian kawasan asean dan apec dimana indonesia berada di dalamnya. produk domestik bruto indonesia masih diatas rata-rata pdb asean, namun pendapatan perkapita penduduk indonesia masih dibawah rata-rata pendapatan per kapita penduduk asean tetapi diatas kawasan apec. hal ini menunjukkan bahwa tingkat kesejahteraan masyarakat indonesia masih dibawah rata-rata masyarakat kawasan asean, tetapi diatas tingkat kesejahteraan masyarakat kawasan apec. kalau disimak lebih detail, neraca perdagangan indonesia tahun 1995, terlihat bahwa neraca perdagangan indonesia mengalami surplus us$ 4,5 milliar jika dibanding dengan kawasan asean yang mengalami defisit us$ 5,47 millliar dan kawasan apec defisit us$ 4,99. menurut itc (2001), kinerja ekspor beberapa produk indonesia adalah sebagai berikut. tabel 3 rangking kinerja ekspor kelompok produk indonesia rca rank minerals 85 1 wood products 57 2 clothing 40 3 textiles 16 4 leather products 14 5 fresh food 4 8 cons. electronics 6 7 processed food 4 8 misc. manufacturing -2 9 electronic components -10 10 basic manufacturing -25 11 transport equipment -30 12 chemicals -48 13 non-electric machinery -115 14 data tersebut menunjukkan bahwa pada periode tersebut ekspor indonesia yang mempunyai prospek yang baik adalah bahan pertambangan, kayu olahan, pakaian, tekstil produk kulit, makanan segar dan lain-lain. terlihat bahwa udang beku yang termasuk dalam kelompok makanan segar menempati urutan ke 6 dari komoditas/kelompok komoditas yang di ekspor indonsia atau dapat pula dikatakan selama kurun waktu tersebut udang beku menduduki kinerja eskpor ke 6, hal ini menunjukkan bahwa investasi dan usaha dibidang kelautan masih sangat rendah. a. status ekspor udang beku indonesia pasar utama ekspor udang beku adalah usa, jepang, uni eropa, china dan singapura. thailand mengekspor sekitar 1,000 milliar us$ (80% dari produk keseluruhan tahun 1999). pesaing utama thailand dalam ekspor udang beku di pasar amerika adalah ekuador, mexico, india dan indonesia. sementara itu pesaing utama di jepang adalah : indonesia, india, vietnam dan china. peringkat kinerja ekspor udang beku suatu negara journal the winners, vol. 6 no. 2, september 2005: 134-154 146 akan berbeda untuk pasar dan waktu yang berbeda. keunggulan bersaing suatu produk tidak terlepas dari keunggulan komperatif dari proses produksi komoditas tersebut, seperti yang terlihat pada tabel dibawah ini: tabel 4 peringkat efisiensi produksi (drc) negara pengekspor udang beku negara xsn ys xst drc china 2.1 4.8 1.7 0.7 india 2.2 6.5 1.7 0.5 indonesia 1.9 6.4 1.6 0.4 malaysia 1.7 7.5 2.0 0.3 philipina 3.0 7.0 2.3 0.6 taiwan 4.0 12.3 1.5 0.4 thailand 1.6 6.8 1.7 0.3 sri lanka 1.5 8.5 2.2 0.2 sumber : songsak et al, 2000 tabel 4 menunjukkan bahwa dari delapan negara penghasil udang beku yang memiliki keunggulan komperatif ditingkat produksi udang beku apabila dilakukan pemeringkatan adalah sebagai berikut: srilangka, thailand, malaysia, indonesia, taiwan india, philipina dan china. dari segi efisiensi dalam kegiatan produksi udang beku terlihat bahwa indonesia berada di peringkat ke 5. apabila dijabarkan lebih lanjut bahwa biaya produksi per unit udang beku masih dibawah malaysia dan thailand untuk kawasan asean, hal ini akan berpengaruh terhadap harga jual produk indonesia yang kurang kompetitif jika dibanding dengan negara lain. selanjutnya songsak et al, menjelaskan kondisi kinerja ekspor (rca) udang beku beberapa negara pengekspor udang beku untuk pasar amerika dan jepang sebagai berikut. tabel 5 kinerja ekspor (rca) negara pengekspor udang beku di pasar amerika (1990-1999) tahun ecuador india indonesia mexico taiwan thailand 1990 0.9320 1.0065 0.9501 0.9164 0.7722 0.8943 1991 1.1447 1.1861 1.1978 1.2017 0.7136 1.1441 1992 1.0613 1.0552 1.0906 1.0976 0.6902 1.0555 1993 1.0453 1.0044 1.0390 1.0926 0.6399 1.0708 1994 1.0822 0.9802 1.0735 1.1016 0.6854 1.0833 1995 1.0930 1.0501 1.0420 1.0852 0.6942 1.0715 1996 1.0932 1.0537 1.0516 1.0837 0.5275 1.0804 1997 1.0955 1.0607 1.0588 1.0775 0.6510 1.0820 1998 1.0955 1.0193 1.0735 1.0892 0.4921 1.0850 1999 1.0409 0.9557 1.0065 0.9426 0.2817 1.0580 sumber: songsak et al, 2000 dari tabel 5 dapat dijelaskan bahwa negara pemasuk udang beku ke amerika serikat adalah ekuador, india, indonesia, mexico, taiwan dan thailand. dari data diatas terlihat pula bahwa posisi kinerja ekspor udang beku indonesia dan thailand ke amerika kajian terhadap tingkat kinerja … (m. takdir mulyadi) 147 serikat sepintas terlihat hampir sama, yaitu masih diatas rata-rata dunia tetapi apabila disimak data dua tahun terakhir terjadi penurunan kinerja ekspor indonesia. apabila dibandingkan dengan thailand penurunan kinerja ekspor udang bekunya ke amerika tidak sedrastis indonesia. tabel 6 kinerja ekspor (rca) negara pengekspor udang beku di pasar jepang (1994-1998) tahun china indonesia india phillippines thailand vietnam cooked 1994 0.6317 1.2619 0.0775 0.0000 2.9247 0.0000 1995 0.4224 1.1741 0.0000 0.0000 3.1484 0.0000 1996 0.2010 1.0668 0.0000 0.0000 4,5219 0.0000 1997 0.6267 1.1688 0.0000 0.0000 4.9355 0.1414 1998 1.2246 0.8526 0.0000 0.0000 5.6280 0.2335 dari tabel 6 terlihat bahwa negara pemasuk udang beku yang sudah di olah ke pasar jepang adalah china, indonesia, india, thailand dan vietnam. diantara negara tersebut, negara yang menunjukkan kinerja ekspor yang paling tinggi adalah thailand dan indonesia berada pada posisi kedua. kedua pasar tersebut (amerika dan jepang) merupakan pasar tujuan ekspor udang beku dari negara-negara pengekspor udang beku sehingga dapat diasumsikan sebagai pasar ekspor udang beku dunia. dengan memperhatikan rca indonesia di pasar amerika dan jepang serta memperhatikan drc dari beberapa negara pengekspor, dapat dikatakan bahwa status kinerja ekspor udang beku indonesia masih dibawah thailand, terlebih lebih dengan tingginya biaya produksi udang beku indonesia di bandingkan dengan thailand menyebabkan thailand lebih unggul dalam memasarkan produk udang bekunya ke pasaran dunia. melihat kondisi ini, sudah seyogyanya pemerintah indonesia melakukan evaluasi dan pembenahan dan revitalisasi terhadap potensi ekonomi hasil kelautan indonesia khususnya terhadap kinerja ekspor udang beku indonesia. untuk itu perlu melakukan analisis swot untuk mendapatkan rekomendasi tentang strategi/ kebijaksanaan yang perlu diambil pemerintah indonesia untuk meningkatkan kinerja ekspornya, karena potensi indonesia dari sisi sumber daya alam memungkinkan untuk ini. b. analisis swot analisis swot adalah identifikasi berbagai faktor secara sistematis untuk merumuskan strategi. analisis ini didasarkan pada logika yang dapat memaksimalkan kekuatan (strengths) dan peluang (opportunities), namun secara bersamaan dapat meminimalkan kelemahan (weakness), dan ancaman (threats). journal the winners, vol. 6 no. 2, september 2005: 134-154 148 1. matrik ifas dan efas tabel 7 matrik ifas faktor strategi internal bobot rating skor kekuatan potensi ekonomi kelautan dan keragaman sumberdaya hayati 0,15 4 0,6 surplus stok sumberdaya perikanan 0,1 3 0,3 sumber daya manusia tersedia cukup banyak dengan upah yang �relative rendah 0,08 3 0,24 lahan budidaya udang yang sangat luas 0,08 3 0,24 mendapatkan prioritas ekspor dari pemerintah 0,06 2 0,12 kelembagaan budidaya dan pasca panen yang mendukung ekspor 0,04 1 0,04 kelemahan kebijaksanaan pembangunan ekonomi yang belum memihak ke bidang kelautan 0,12 1 0,12 investasi dan usaha di bidang kelautan masih rendah 0,1 2 0,2 rendahnya pemahaman stakeholders di bidang kelautan 0,08 2 0,16 jaminan keamanan dan kepastian hukum yang kurang kondusif untuk berlangsung-nya kegiatan budidaya 0,08 2 0,16 infrastruktur pembangunan sector perikanan 0,06 3 0,18 skill tenaga budidaya udang masih rendah 0,05 4 0,2 total 1,00 2,56 sumber: penulis kajian terhadap tingkat kinerja … (m. takdir mulyadi) 149 tabel 8 matriks efas faktor strategi internal bobot rating skor peluang permintaan terhadap barang dan jasa kelautan terus meningkat 0,2 4 0,8 harga udang beku di pasar dunia cukup baik 0,15 3 0,45 kerjasama ekonomi regional akan menciptakan pasar baru dan penurunan bea masuk 0,1 2 0,2 kesadaran masyarakat dunia untuk mengurangi konsumsi sumber protein yang berasal dari hewan besar 0,1 1 0,1 ancaman standar mutu yang diterapkan negara tujuan ekspor 0,15 1 0,15 potensi efisiensi biaya (drc) dari beberapa negara pesaing yang semakin rendah 0,1 2 0,2 infrastruktur negara pesaing yang lebih memadai 0,1 3 0,3 penelitian dan pengembangan serta kelembagaan negara pesaing yang lebih memadai 0,05 3 0,15 pencurian hasil laut yang dilakukan oleh kapal asing 0,05 4 0,2 total 1 2,55 sumber : penulis 2. hasil analisis swot berdasarkan analisis terhadap kondisi internal dan eksternal potensi kelautan khususnya udang beku indonesia, letak strategi pengembangan ekspor udang beku indonesia adalah sebagai berikut. gambar 1 posisi strategi ekspor hasil perikanan indonesia kekuatan 2 4 2 4 wo so wt st (2.56, 2.55) ancaman kelemahan journal the winners, vol. 6 no. 2, september 2005: 134-154 150 posisi ekspor hasil perikanan indonesia adalah pada posisi wo, yaitu menciptakan strategi dengan meminimalkan kelemahan untuk memanfaatkan peluang yang ada. berkaitan dengan strategi tersebut untuk lebih jelasnya dapat dilihat pada tabel 9 sebagai berikut. 3. matrik swot tabel 9 matriks swot ifas efas strengths (s) • potensi ekonomi kelautan dan keragaman sumberdaya hayati • surplus stok sumberdaya perikanan • sumber daya manusia tersedia cukup banyak dengan upah yang �relative rendah • lahan budidaya udang yang sangat luas • mendapatkan prioritas ekspor dari pemerintah • kelembagaan budidaya dan pasca panen yang mendukung ekspor weaknesses (w) • kebijaksanaan pem-bangunan ekonomi yang belum memihak ke bidang kelautan • investasi dan usaha di bidang kelautan masih rendah • rendahnya pemahaman stakeholders di bidang kelautan • jaminan keamanan dan kepastian hukum yang kurang kondusif untuk berlangsungnya kegiatan budidaya • keterbatasan infrastruktur di sektor perikanan opportunities (o) • permintaan terhadap barang dan jasa kelautan terus meningkat • harga udang beku di pasar dunia cukup baik • kerjasama ekonomi regional akan menciptakan pasar baru dan penurunan bea masuk • kesadaran masyarakat dunia untuk mengurangi konsumsi sumber protein yang berasal dari hewan besar • mengoptimalkan pendayagunaan potensi kelautan indonesia untuk merespons permintaan pasar yang terus meningkat • memanfaatkan kelebihan sumberdaya indonesia untuk dapat menciptakan keunggulan bersaing • meningkatkan sarana pendukung pengolahan hasil perikanan indonesia • menigkatkan kerjasama di bidang perikanan dengan negara-negara asean dan apec dalam rangka menggali sumber pasar baru. • membuat kebijaksana-an ekonomi yang lebih memprioritaskan pembangunan ekonomi di bidang perikanan dan kelautan melalui peningkatan investasi, kredit usaha dan lain-lain. • sosialisasi potensi kelautan indonesia dan prospek pasar untuk menggairahkan stake horlders melakukan investasi dan pem-bangunan infra struktur yang mendukung kegiatan perikanan • menciptakan stabilisasi keamanan yang kondu-sif dan meningkatkan kepastian hukum di dunia usaha/bisnis kajian terhadap tingkat kinerja … (m. takdir mulyadi) 151 threats (t) • standar mutu yang diterapkan negara tujuan ekspor • potensi efisiensi biaya (drc) dari beberapa negara pesaing yang semakin rendah • infrastruktur negara pesaing yang lebih memadai • penelitian dan pengembangan serta kelembagaan negara pesaing yang lebih memadai • pencurian hasil laut yang dilakukan oleh kapal asing • meningkatkan kualitas ekspor hasil perikanan melalui optimalisasi pendayagunaan kelembagaan budidaya dan pasca panen • memanfaatkan keunggulan sumberdaya untuk menekan biaya produksi • merevitalisasi kelembagaan di sector perikanan untuk menciptakan produk-produk hasil perikanan yang berkualitan • meningkatkan kemampuan dan peralatan untuk mencegah terjadinya pencurian hasil laut indonesia • meningkatkan investasi di bidang perikanan untuk memperkuat infrastrukutur. • mengalokasikan dana penelitian dan pengembangan yang lebih memadai dalam rangka meningkatkan mutu produk hasil perikanan • efisiensi sumber : penulis 4. penerapan strategi berdasarkan analisis swot, posisi strategi adalah wo, dengan penjabaran sebagai berikut. • permintaan terhadap produk hasil perikanan khususnya udang beku di pasar dunia masih cukup banyak yang belum dapat dipenuhi, sedangkan potensi sumberdaya kelautan indonesia masih cukup besar dan belum ditangani secara optimal. untuk memenuhi permintaan pasar dunia, indonesia harus menggalakkan usaha disektor ini dengan meningkatkan investasi salah satunya melalui sosialisasi prospek ekspor udang beku kepada para stakeholders baik didalam maupun diluar negeri. dalam hal ini dituntut peran pemerintah untuk menerapkan kebijaksanaan yang lebih memprioritaskan pembangunan ekonomi di sector perikanan dan kelautan. sejak era reformasi ini pemisahaan sub sector perikanan dari sektor pertanian telah dilakukan antara lain dengan memisahkan direktorat jenderal perikanan dari departemen pertanian menjadi departemen perikanan dan kelautan. hal ini untuk lebih memfokuskan peranan sektor perikanan dalam pembangunan ekonomi nasional. disamping itu pemerintah saat ini tengah bersungguh-sungguh menggali potensi dan mengoptimalkan pendayagunaan/pembangunan di sektor pertanian, perikanan dan kehutanan melalui program revitalisasi ketiga sektor pembangunan tersebut. pencanangannya telah dilakukan oleh presiden ri pada pertengahan tahun 2005 yang lalu di bendungan jatiluhur, jawa barat. hal ini mengindikasikan bahwa pemerintah telah bersungguh-sungguh akan meningkatkan potensi ketiga sektor ini yang selama ini selalu ditinggalkan. selain itu kepastian hukum dalam dunia bisnis perlu terus dikembangkan.seringkali para investor dari luar negeri journal the winners, vol. 6 no. 2, september 2005: 134-154 152 mendapatkan kondisi ketidak konsistenan kebijaksanaan/ peraturan antara pemerintah pusat dan daerah yang pada akhirnya banyak merugikan pihak investor. cukup banyak kasus-kasus yang berkaitan dengan ketidakpastian hukum ini yang pada akhirnya menyebabkan para investor terutama yang berasal dari luar negeri mengadukan persengketaan ini ke badan arbitrase internasional yang pada akhirnya akan merugikan pihak indonesia. kedepan pemerintah harus berupaya untuk melaksanakan setiap kebijaksanaan bisnis/berusaha secara konsisten serta menjamin tidak terjadinya kontradiksi antara peraturan-peraturan yang diterbitkan oleh pemerintah pusat dan daerah. • berkembangnya investasi disuatu negara tidak terlepas dari kondisi keamanan dan ketertiban masyarakat yang kondusif dinegara tersebut serta kepastian hukumnya. pertimbangan para investor untuk menanamkan investasinya disuatu negara pertama-tama didasarkan pada perhitungan kelayakan binis tersebut dari sudut pandang keuntungan yang didapat dimasa yang akan datang. hal ini baru dapat terwujud bila persyaratan keamanan berlangsungnya kegiatan investasi dapat terjamin. sebagai contoh, pada akhir 1997/awal 1998, pada saat krisis moneter sedang menimpa indonesia yang disertai oleh krisis multidimensi, kondisi keamanan dan ketertiban masyarakat berada dalam kondisi terburuk dimana banyak lahan-lahan budidaya perikanan siap panen dijarah oleh masyarakat sekitarnya. sebagai akibatnya banyak para investor yang mengalihkan investasi keluar indonesia karena kondisi yang tidak menguntungkan tersebut. • menciptakan suasana aman dan tertib dilingkungan masyarakat merupakan persyaratan yang mutlak diperlukan untuk menjamin kelangsungan kegiatan investasi di indonesia. seiring dengan terjadinya krisis moneter di indonesia yang berimbas pada terjadinya krisis multidimensi mengharuskan pemerintah untuk menata kembali tatanan kehidupan bermasyarakat dan bernegara. pemerintahan yang kuat yang telah mendapat legitimasi dari sebahagian besar rakyatnya merupakan persyaratan mutlak untuk mencapai hal tersebut. disamping itu disiplin dan loyalitas yang tinggi dari para penegak hukum sangat diperlukan untuk mengatasi hal tersebut. dimasa yang akan datang pemerintah perlu melakukan evaluasi yang mendalam terhadap aparatur pemerintah khususnya personil penegak hukum melalui sistem reward dan punishment yang jelas dan tegas. dengan cara ini diharapkan para penegak hukum ini akan bekerja dengan loyalitas yang tinggi, jujur dan mempunyai moralitas yang tinggi. kajian terhadap tingkat kinerja … (m. takdir mulyadi) 153 penutup simpulan berdasarkan kajian yang dilakukan, diperoleh simpulan sebagai berikut. 1. kondisi tingkat kesejahteraan masyarakat indonesia yang dicerminkan oleh tingkat pendapatan perkapita masih di bawah negara-negara asean. 2. kinerja ekspor produk hasil perikanan indonesia masih lebih rendah dari negara tetangga kita. rendahnya kinerja ekspor hasil perikanan indonesia (ekspor udang beku) disinyalir menjadi salah satu penyebab rendahnya tingkat kesejahteraan masyarakat nelayan di indonesia. 3. setelah dilakukan analisis swot terhadap posisi strategi ekspor hasil perikanan dan kelautan indonesia adalah wo, yaitu meminimalkan kelemahan untuk memanfaatkan peluang. adapun langkah yang perlu dilakukan sebagai berikut. a. lebih memprioritaskan pembangunan ekonomi di sektor perikanan dan kelautan. b. revitalisasi pembangunan di sektor perikanan dan kelautan dengan mengoptimalkan sumberdaya yang ada. c. menjamin keamanan dan kepastian hukum berusaha di sektor perikanan dan kelautan. saran untuk dapat merealisasikan potensi ekonomi yang sangat besar menjadi sumber kemajuan dan kemakmuran bangsa, beberapa langkah yang disarankan sebagai berikut. 1. untuk merangsang investor di sektor perikanan dan kelautan, perlu dilakukan/diterapkan kebijaksanaan perpajakan yang atraktif yang dapat menarik minat para investor. 2. melakukan kerjasama bilateral dengan beberapa negara yang mempunyai kompetensi dalam pengelolaan sumberdaya lautnya, termasuk kerjasama pemanfaatan teknologi dan infrastruktur dengan sistem bagi hasil tangkapan. 3. pemerintah membuat kebijaksanaan perbankan yang menyalurkan sebagian kreditnya kepada para nelayan yang membutuhkan kredit usaha. journal the winners, vol. 6 no. 2, september 2005: 134-154 154 daftar pustaka dahuri, r. 2005. prospek investasi dan bisnis di sektor perikanan. rangkuti, freddy. 2003. analisis swot: teknik membedah kasus bisnis. jakarta. gramedia pustaka utama. songsak, et. al. 2000. thai shrimp export. research report. multiple cropping centre. chiang mai university. tambunan, tulus t.h. 2001. perekonomian indonesia. ghalia indonesia. how to use iconic image …… (shienny megawati sutanto; marina wardaya) 49 how to use iconic image illustration to increase selling value of fiction works shienny megawati sutanto1; marina wardaya2 1,2visual communication design department, creative industries faculty of ciputra university uc town, citraland surabaya 1shienny.megawati@ciputra.ac.id; 2marina.wardaya@ciputra.ac.id abstract this research aimed to find out how to use iconic images illustration to increase selling value of fiction works. the theoretical basis of this research was visual communication design, illustration, color, and semiotics. the method used in this research was qualitative research by doing interviews with experts who are experienced in publishing and illustration field. another method used was observing children and fiction books which use iconic image illustration to attract consumer’s interest in order to increase books sales. the results of this study show that fiction books with iconic image illustration images have the positive response from consumers who show their interest and desire to buy them. moreover, these results are expected to be useful for the creative industry, especially the sub-sector publishing industry when designing illustrations to be used in a book. keywords: iconic image illustration, selling values, fiction works introduction along with the growing potential of creative industries in indonesia, the book industry in indonesia continues to grow each year. data from the indonesian publishers association (ikapi) shows there are 33.199.557 copies of the book sold in indonesia throughout 2013. based on that data, the following categories contribute to the greatest book sales numbers in indonesia; fiction/literature (adults, children) book is 36%, religion book is 13%, education (lessons) book is 13%, references and dictionaries is 9%, others book is 31%. the last category (others) consists of various categories that also contribute significantly to the sales numbers, each contributing approximately 2% to 5%. they are business and economy, computers and internet, self-development (motivation), social sciences, food, and agriculture (profession/hobby). based on that data, it can be seen that there is a huge growth in the world of books, especially in the field of fiction. this causes a tight competition between publishers, especially in bookstores where publishers compete directly to attract consumers’ attention. according to a simple survey conducted by goodreads.com by questioning readers for a reason to buy a new novel, most of the answers are because they are interested in its cover. indeed, we often hear the proverb ‘don’t judge a book by its cover’. this figuration actually shows the wisdom that people should not judge others only by their appearance. however, it also implies the underlying meaning of the proverb denotatively, that there are still many people who buy a product, including buying books, because they attracted to its cover design. the statement above is not without foundation. from the results of the interviews done with expert users in publishing (editor, illustrator) and extreme users (reviewers, book bloggers), it is known that all elements on the front cover of a book should be carefully designed in order to raise consumers’ interest. as a packaging, the front cover plays an important role in influencing the mailto:1shienny.megawati@ciputra.ac.id 50 journal the winners, vol. 18 no. 2, september 2017: 49-59 perception of potential customers toward the content of the book (gunawan, hagijanto, & pratama, 2014). the intensity of book publishing and book sales competition in stores makes publishers think thoroughly about all aspects before publishing and selling a manuscript in the market. the manuscript must go through various processes before it is published. these processes, namely design planning process, involve authors, editors, and illustrators as image providers. one of the main elements in designing the front cover of a book is the illustration. ross (1963) said that as a packaging element, illustration is not merely a picture enhancer to provide elements of aesthetics only, but also a visual communication element that serves to stimulate and attract potential customers. it has also been observed in bookstores that majority of fiction books, especially those geared toward teenagers and children, make use of illustration as its cover. therefore, illustration can be a part of the process of a book’s fate because book cover has become one of the main factors that affect consumers’ decision in selecting books in stores. besides the cover, illustrations are also often displayed in a book’s content pages. illustrations in content pages have a very significant role as a media to help raise the readers’ feelings and enhance the understanding of the book’s content. illustration in novels can help young readers to visualize the scenes in the books they read (mulcahy & samuels, 1987). the purpose of this study is to determine how to use iconic image illustration to increase selling value of fiction works. therefore, the researcher has examined a set of children’s and fiction books with iconic image illustration, relating them to sales that attract customers to make a purchase. referring to the background of the problems that have been described, the problem statement in this research designated as the research subject is how to use iconic image illustration to increase selling value of fiction works? methods this research uses descriptive research design which does not particularly emphasize on meaning. on the contrary, the emphasis is on descriptive while analyzing more on the data surface and only paying attention to the processes of a phenomenon occurrence rather than the depth or meaning of the data. qualitative descriptive research, according to mayer & greenwood in silalahi (2009), refers solely to the identification of characteristics that distinguish or characterize a group of humans, objects, or events. qualitative descriptive involves the conceptualization process and generates the formation of classification schemes. this qualitative descriptive research explains how to use iconic image illustration to increase the selling value of children’s and fiction books. the researchers researched natural settings and let the observed events flow without controlling the object. the observation was done only through subjective or interpretive approach. the type of data in this research is the interview (in-depth interview) in the form of qualitative data. this data is collected in the form of words or verbal statements, opinions, attitudes, motives, trust perception, behavior, facts, attributes, and knowledge of how to use illustration to increase the selling value of children’s and fiction books. the source of the data is the primary data which is obtained from the answers given by the speakers from the interview. the primary data is in the form of statements, interpretations, activities, and observations conducted by the interviewees on the topic of using illustrations to increase the selling value of children’s and fiction books. the data analysis is done by collecting data and images based on literature and internet access. the interview is done by interviewing with nicholas filbert (cover illustrator for harry potter indonesian edition) and ren puspita (indonesian book blogger and reviewer). lastly, the secondary data is the data obtained from how to use iconic image …… (shienny megawati sutanto; marina wardaya) 51 experts, literature, library, newsletters, and internet. these data are directly related to the information on how to use illustrations to increase the selling value of children’s and fiction books, which are also the objects and formation of this research. results and discussions based on the great dictionary of the indonesian language (pusat bahasa depdiknas, 2008), the word ‘publisher’ is derived from the word ‘publish’. the word ‘publish’ itself implies to release (on newspapers, books, etc.), while the word ‘publisher’ means the person or company that publishes books, magazines, etc. initially, publication only consisted of printing, which was an activity of manufacturing and had not been functioning as a distributor. the publisher only started acting like its current function in the 19th century, namely as a promoter of printed words. world of printing and publishing continues to grow, both the scope of the work as well as the supporting equipment. in the world of publishing, more and more types of books are getting published in various languages and shapes and distributed in different countries. due to the wide variations of books, there are publishers who specialize in publishing certain books such children’s books, fiction books or school textbooks. to attract potential buyers’ interest, books need to be designed specifically based on their own type. in the world of books, besides publishers and printing, there is also the book designer. they are responsible for making sure the book’s appearance looks attractive and represents its content accordingly. in developed countries, the publication of books can be done by several companies. for instance, there are companies that specialize in preparing manuscripts, designing books, organizing and reproducing manuscripts, printing, binding, promoting, distributing, and selling books; each having their respective duties in publishing a book. however, in indonesia, all the work of publishing, designing, and printing are generally still managed in one or two companies only. the publisher is one of the businesses that can be categorized into the creative industry sector. the creative industry is an industry that brings together art, culture, business, and technology, i.e., an industry that consists of the creation process, production, and distribution of goods and services created by intellectual property (united nations, 2008). based on the great dictionary of the indonesian language (pusat bahasa depdiknas, 2008), fiction is a story that is not based on the reality, rather only on the author’s imagination or thought. fiction or popular fiction is a genre used to categorize book types for marketing purposes (wilkins, 2012). there are also two categories of fiction; children’s fiction and adult fiction. children’s fiction is a literature category marketed for children; usually seen from the storyline and the grammar used (kurniawan, 2009). according to nurgiyantoro (2005), children's literature is a literary work that can be understood by children psychologically and emotionally. children can also associate their life experiences with the story presented in those books. in addition, children's literature is generally based on concrete facts and easily imaginable. another expert, sarumpaet (2010) argued that children's literature is literature that children can read with guidance and direction from their parents or family. based on these experts’ opinions, it can be concluded that children's literature is a literary work which tells the world of children that is represented using simple grammatical language to easily be understood and imagined by children up to 12-13 years old of age. the categories included in this part are non-fiction books and novels for teenagers, board books, children songbooks, recognizing alphabetical books, mathematics learning books, picture storybooks, and picture book to learn about reading and concept. 52 journal the winners, vol. 18 no. 2, september 2017: 49-59 on the other hand, adult fiction is a literary work that tells the story of complicated human life and sometimes written using more complex language and content. in general, the literature tells about adult romance, social disparities, or other complicated issues (cantini, 2013). for example, bumi manusia, a novel by pramudya ananta toer, is not appropriate to be read by children because they still have simple-minded thinking. another comparison between the two kinds of literature is how there are more illustrations in children’s books than adult literature books. illustrations are very important in a child's reading, and it is also a unity with the story. that is because children who are still learning how to read particularly pay attention to the pictures in a book. consequently, children’s books could contain only pictures and no words. in this case, it can be concluded that adult literature and children's literature have different consumer targets. children's literature is made with simple contents for them to understand it easily, while adult literature is made with more complex contents for adult reading (hasanah, 2012). this consumer target differences result in the different grammatical use in children's literature and adult literature. children's literature is written in simple language whereas adult literature in complex language. besides, in terms of storyline, stories in children’s literature usually take inspiration from small events that can be observed in everyday life and contain simple moral lessons. an example is the story of kancil mencuri timun. due to children’s simple mindset, the author presents a plot that is easy to understand in order to help children understand the essence of the story easily. one of adult literature works is novel. according to the great dictionary of the indonesian language (pusat bahasa depdiknas, 2008), the novel is a long prose composition which contains series of stories of one's life with people around him/her by emphasizing the character and nature of each subject. meanwhile, tarigan (2011) stated that novel is a story with a plot that is long enough to fill a book or more. therefore, according to its definition, the novel is a fiction book consisting of characters, dialogue, action, and an ongoing plot which aims to entertain the reader (streit & stefanie, 2016). in order to understand about fiction cover design, first is necessary to understand about visual communication design. according to umar hadi in pranajaya, margana, and wahyudi (2015), visual communication design is the expression of ideas and messages from the designer to the public through symbols in the form of images, colors, and text. in communicating, it is necessary to have a sufficient amount of knowledge about who the target aims to be and what the best way to communicate with them is. the better and comprehensive our understanding of these matters the easier it will be to create a communicative visual language (limandoko, 2000). from another perspective, visual communication design is a study which learns about the concept of communication and creative visual expression. these concepts will then be applied to various visual communication media by making use of graphic design elements, namely; letters, colors, compositions, and images or illustrations (aprianti, 2013). the illustration itself comes from the latin language, illustrate, which means to explain or describe with the media images. design and visuals can provide more value in a book as for how illustrations provide an explanation of actions that are translated into words, and vice versa (hunt, 2005). the illustration is not merely an ornament to attract the audience. the illustration also functions as a visualization medium of the idea and message to be delivered. therefore, illustration is a visual appeal to deliver the message in a book to the observer in order to help the message be understood clearly (hartanto, 2001). illustration on a book cover, when designed well, can become an effective design tool. that is because illustrations can provide a strong visual impression and increase the appeal to consumers. many consumers see the visual first before reading the text. hence, illustrations can be assumed as the first appeal seen by consumers when they are selecting books in stores (klimchuk & krasovec, 2012). how to use iconic image …… (shienny megawati sutanto; marina wardaya) 53 visual communication design delivers a message to the target audience in the form of a sign. there are two types of signs: verbal and visual signs. the verbal sign usually comes in the form of language, writing style, theme, and obtained definition. on the other hand, the visual sign can be seen from its visualization, whether it is iconic, indexical or symbolic. semiotics is the study of signs, especially those to convey information and make it communicative. the existence of these signs can replace something else (tinarbuko, 2003). semiotics serves as a tool to give awareness and understanding of the existence of everything. therefore, the sign is present to make something efficient. this certainly also applies to visual signs on a book's cover as it has a fairly complex function of the motivation level of people to see, read, and even market, in which successful rate is deeply affected by the efficiency of these signs. charles sanders peirce's semiotic theory, the triangle meaning theory, with its categorical system is precisely used in producing works. semiotics in pierce's view is an action, influence, or cooperation of three subjects, namely sign, object, and interpreter (nöth, 1990). considering the symbols in a picture book, the authors can first foreground the sign in the triadic relation. the sign is, in part, the string of textual cues which guide the reader in constructing the interpretant. in this view, the sign is connected to the ground or grammar which enables it to mean something (peirce, 1955). the grammar of the picture book is reflected in the arrangement of words (symbols) and images (icons). when a picture book is read to children, oral performance and instructional cues are woven together, thereby creating a multi-layered system of intersecting cues. cues which contribute to the ground of the sign are discussed below. the triangle of meaning theory explores the question of how meaning gets conveyed through a sign when people use it for communicating. according to peirce, a form of the sign is the word. moreover, an object is also something that is often seen as a sign. on the other hand, interpretation is a sign that comes into someone's mind about the object being referred to as a sign. if the three elements interact in someone's mind, the meaning gets conveyed as something that is represented by that sign (tinarbuko, 2003). on each book cover, generally there are two important elements, namely story and book identity. the identity of the book consists of title of the book, author's name, publisher, and age category (children's books, teen novels, and adult novels) (gunawan, hagijanto, & pratama, 2014). stories are usually imprinted on the back of a book, commonly called a synopsis or blurb. meanwhile, the book identity should be posted on the front cover of the book. according to heuer (2013), the front cover of a good book is one that can provide information about the book. the design elements of the book cover should be a concern, especially if it is for children's books and teen fiction books. general guidelines to be noticed in designing book covers for children or teenagers, divided into cover and illustration, are as follows. for cover: (1) the cover is attractive, using enough color (not too much or too little), (2) the title is clear enough to describe the contents, but not too long for it to still raise curiosity. for illustration: (1) the size of the illustration is sufficiently large and the object is clearly illustrated, (2) not too full and crowded (3) the illustrations used are able to attract readers to find out the contents of the book, (4) illustrations are able to explain and enrich the contents, (5) the text or captions that may accompany the illustrations are written well and adequately (stephens, 2008). it can be seen in figure 1. https://www.google.co.id/search?hl=id&tbm=bks&tbm=bks&q=inauthor:%22winfried+n%c3%b6th%22&sa=x&ved=0ahukewing6zkzmtxahubo48khwzgaymq9agiktaa 54 journal the winners, vol. 18 no. 2, september 2017: 49-59 figure 1 new illustration for harry potter indonesian edition (source: gramedia pustaka utama) aside from illustrations, color usage also has a psychological effect toward individual who sees it for it can stimulate emotions. if applied together with appropriate visual symbols, color is a very effective design element to influence consumers’ perception. color and its meaning have a great influence on something it adheres to, and it also gives meaning to an object. almost all nations in the world have their own meaning in color. this can be seen in their national flag respectively, as well as other ritual ceremonies (ikawira, fianto, & sutrisno, 2014). color has the ability to communicate many things to someone. people often use colors to show their emotional atmosphere, taste, political affiliation, and perhaps even their religious beliefs. color could be used to create the impression and cause certain effects. linschoten & mansyur (2007) psychologically described that color is not a symptom that can only be observed but it also affects behavior and plays an important role in aesthetic judgment as well as determines one’s like or dislike on various objects. someone liking a color and reacting under consciousness is part of human psychology. the color target can be achieved through many ways such as (1) physiological response; colors can attract attention although the message that is delivered is neutral. this way, color can create sales by the appeal of impulse on the sales store. (2) the psychological response, color can help express warmth, coldness, quality, heart, and other emotions because the color is based on human nature. colors can also convey the impression of seasons like spring, summer, and other desired feelings. (3) the appeal on senses, color can add dimensions and realism on products whose appearance is not ready to be delivered without color. (4) the appeal on emotions, colors can deliver pleasure and enhance appearance. however, it needs to be reassured that this will increase sales. (5) color is one of the potential tools in the selling process because it appears to the eyes and encourages purchase with the right color usage. the color function in a packaging is to attract attention. however, sales depend on the brain's interpretation of the selected message and style. in selling a product, color’s psychological side will affect human emotions and drive the emotions to take purchasing action (danger, 1992). other than illustrations and color, typography is also an important part of a book cover design. typography is the art and skill in designing, organizing, and composing letters. typography can be found on the cover of books, either as a book title or other design elements (fatimatuzzahrah, patriansyah, & aryanto, 2016). typography is part of the language-related design. the letter is the most basic thing in communicating. when designing a letter, one must consider the size, weight, distance, and type of letter. these traits are often known as legibility, and it is often misunderstood and ignored by designers. legibility is the achievement in controlling the quality and attributes that exist in typography to make it readable. these attributes or ornaments should be made in such a way that the how to use iconic image …… (shienny megawati sutanto; marina wardaya) 55 typography is still readable (carter et al., 2014). however, legibility cannot be explained scientifically as people's opinions about types of fonts are different with each other (design museum, 2010). every element in the book cover, both illustrations and typography, must be placed appropriately. thus, the designer must pay attention to the hierarchy of each element interest in order to determine the size and position of the elements when arranging a book cover. proper layout arrangement can produce a form of harmonization (soedarso, 2014). according to ambrose & harris (2007), the layout is the organization of design elements on a blank field to form an artistic arrangement. the layout can also be called form and field management. the main purpose of the layout is to present images and text elements as communicative as possible to make readers easily receive the information presented. according to mayer (2009), the characteristics of effective book-based multimedia presentation are: (1) consists of text and illustration (multimedia), (2) text and illustrations related should be presented adjacently and not apart (integrated), (3) the presented material must use only the essence of cause-effect explanation, and (4) includes a series of illustration frame with the structured explanation. as explained by nicholas filbert as the cover illustrator for harry potter indonesian edition in our interview, the illustrations on the book cover can represent the overall feeling of that book. one can also directly know about the target audience of that book based on the illustration style of the illustrated cover. meanwhile, ren puspita, who is a blogger and reviewer of indonesian book, explained through interviews that she prefer to read novels which use illustration as its cover. her reason is because they have more illustrations and that makes the book more interesting, especially ones that represent the characters. according to puspita, a book that only uses the letter layout gives the boring impression. it can be seen in figure 2. figure 2 new illustration for harry potter indonesian edition (source: gramedia pustaka utama) besides synopsis of the story, there is no doubt that the first thing that is scored when someone sees a book is the visual display or the cover of the book. therefore, the book’s visual appearance should be made as attractive as possible in order to attract the attention of potential book buyers. an attractive book cover will drive a potential buyer to see and take that book. in order to make an attractive visual appearance, one way is to use a good illustration. that illustration must be appealing, expressive, appropriate to the story setting, and capable of visualizing the scenes in the story. in the 56 journal the winners, vol. 18 no. 2, september 2017: 49-59 case of the fictional book cover, iconic image illustration is preferable. in semiotics, icons are signs that are similar to the object they represent (limandoko, 2000). thus, iconic image illustration is a drawing of the object that looks similar to the real object; or similar to the objects described by the authors in fictional books. for example, in nicolas’ version for harry potter, he chose to illustrate the characters and fantastic beasts known by harry potter readers. nicolas depicted the characters and creatures as similar as possible with the novel description. figure 3 new illustrations for harry potter indonesian edition (source: gramedia pustaka utama) as seen in figure 3, nicolas illustrated the cover for harry potter dan tawanan azkaban with one fantastic beast and several key characters that are featured in the story. the fantastic beast drawn is buckbeak the hippogriff. in the book, buckbeak is described as a magical creature that has the front legs, wings, a head of a giant eagle, along with the hind legs and tail of a horse as a body. in this example, it is clear that nicolas chose to do an iconic image representation of buckbeak by drawing buckbeak’s headshot with the similar likeness to a giant eagle, as for how the creature is depicted in the book. since buckbeak also holds an important role in the story, he is prominently featured in the center of the cover. other characters like sirius black, professor lupin, professor trelawney, ron, hermione, harry himself, and other items such as the knight bus, wands, the crystal ball, and the patronus charms are respectively featured in this cover with the similar likeness to their descriptions in the book. generally, pictured information is preferred compared to written information, because looking at a picture is much easier and simpler. an image, if chosen correctly, can worth a thousand words. moreover, images are individually capable of attracting attention (afuwwa & patiria, 2015). these results show that the design of the front cover has elements of good design, combining color, icon image, and typography to construct information as well as a first mean of communication with consumers. color can be used as a catcher and also as a medium that conveys information through the existing color psychology. typography is used to write titles, synopsis, and other information that can explain the novel. icons or signs are illustrated similarly to the object it represents for the consumers to be interested in buying the book. how to use iconic image …… (shienny megawati sutanto; marina wardaya) 57 in this analysis, the role of psychological factors that influence consumers’ buying interest is to pique their interests when looking at the front cover of the book illustrations. consumer behavior can be influenced by providing stimuli that are provided by illustration, which will increase buying interest. for book cover designers, the process of design elements in such a way can be used as a factor affecting consumer appeal. conclusions as it has been acknowledged, the largest book sales contributor in indonesia is the fiction book. the analysis that has been done during the research is on how to use illustration to increase the selling value of fiction works, especially children's books, and teenage novels. from its results, it can be concluded that making children's books and teenage novels attractive to books enthusiasts require a long and uneasy process (limandoko, 2000). based on those explanations, illustration in a book cover plays a very important role in making communication effective. furthermore, there are information or messages that are deliberately used by communicators (author/illustrator) to be delivered or transmitted to the communicants (the audience/reader) by using picture language. a good illustration is combined with good design application, for instance, a neat and dynamic layout, the use of colors, typography, and ornaments appropriate to the story theme will create a harmonious union. however, the key to successfully increasing a book’s sales is not only the content and attractiveness of the cover but also the right targeted promotional techniques. choosing the right media will help to achieve this. moreover, accurate data is also needed to find out more about the customers’ interest. this data can be obtained through surveys or interviews. from there, it can be concluded and figured about what kind of iconic image illustration is desired by the audience. the results of the survey can be then be used as a reference that will facilitate the process of designing book cover illustration. references afuwwa, a. p., & patiria, a. s. 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(2012). genre and speculative fiction. in d. morley & p. neilsen (eds.), the cambridge companion to creative writing (pp. 37-51). cambridge: cambridge university press. https://doi.org/10.1017/ccol9780521768498.005. http://dx.doi.org/10.21512/humaniora.v5i2.3113 https://doi.org/10.1598/rt.61.6.6 http://unctad.org/en/docs/ditc20082cer_en.pdf pasar modal memiliki peran besar bagi perekonomian suatu negara, karena pasar modal menjalankan 2 fungsi sekaligus, yaitu fung strategi investasi di pasar modal kadiman pakpahan abstract capital market is market for longtherm money instrument. this article describes about benefit, capital market instrumen, risk and strategy in capital market. keywords: capital market, risks, strategy abstrak pasar modal merupakan pasar keuangan untuk dana-dana jangka panjang. artikel ini menjelaskan manfaat instrumen pasar modal, risiko, dan strategi di pasar modal. kata kunci: pasar modal, risiko, strategi pendahuluan pasar modal memiliki peran besar bagi perekonomian suatu negara karena pasar modal menjalankan 2 fungsi sekaligus, yaitu fungsi ekonomi dan fungsi keuangan. pasar modal dikatakan mempunyai fungsi ekonomi dikarenakan pasar yang menyediakan fasilitas atau wahana yang mempertemukan 2 kepentingan, yaitu pihak yang memiliki kelebihan dana (investor) dan pihak yang memerlukan dana (issuer). dengan adanya pasar modal maka pihak yang memiliki dana dapat menginvestasikan dana tersebut dengan harapan memperoleh imbalan (return) sedangkan pihak issuer (dalam hal ini perusahaan) dapat memanfaatkan dana tersebut untuk kepentingan investasi tanpa harus menunggu tersedianya dana dari operasi perusahaan. pasar modal dikatakan memiliki fungsi keuangan karena pasar modal memberikan kemungkinan dan kesempatan memperoleh imbalan (return) bagi pemilik dana, sesuai dengan karakteristik investasi yang dipilih. dengan adanya pasar modal diharapkan aktivitas perekonomian menjadi meningkat karena pasar modal merupakan alternatif pendanaan bagi perusahaan sehingga perusahaan dapat beroperasi dengan skala yang lebih luas dan pada akhirnya akan meningkatkan pendapatan perusahaan dan kemakmuran masyarakat luas. pasar modal indonesia dimulai ketika pemerintah hindia belanda mendirikan bursa efek di jakarta (batavia) pada akhir tahun 1912 yang bertujuan untuk memobilisasi dana dalam rangka membiayai perkebunan milik belanda yang saat itu sedang berkembang secara besar-besaran di indonesia. pendirian bursa efek di batavia diikuti dengan pendirian bursa efek di semarang dan surabaya dalam tahun 1925. bursa efek tersebut mengalami perkembangan yang cukup pesat sampai akhir kegiatannya terhenti akibat pecahnya perang dunia kedua. selanjutnya, memasuki era kemerdekaan bursa efek indonesia kembali diaktifkan dengan diterbitkannya obligasi pemerintah ri tahun 1950. namun, pengaktifan kembali bursa efek tidak mengalami perkembangan, keadaan tersebut berlangsung sampai memasuki dekade 1470-an. pemerintah mulai kembali melakukan usaha pengaktifan pasar modal indonesia sejak 10 agustus 1977 dengan membentuk badan pelaksana pasar modal (bapepam) yang sejak tahun 1991 berubah menjadi badan pengawas pasar modal. usaha tersebut diharapkan ikut berperan memacu pertumbuhan ekonomi melalui mobilisasi dana untuk memenuhi kebutuhan pembiayaan pembangunan di luar sektor perbankan. selama periode 1983 1987, pasar modal kembali tidak bergairah. penyebab berkurangnya minat perusahaan melakukan emisi pada periode tersebut adalah persyaratan dan tata cara emisi yang menurut kalangan industri sangat ketat. untuk menggairahkan kembali pasar modal, pemerintah melakukan deregulasi di sektor keuangan dan perbankan termasuk pasar modal. dampak dari regulasi tersebut adalah meningkatnya minat emiten maupun investor secara drastis memanfaatkan pasar modal sebagai sumber pembiayaan bagi perusahaan disatu pihak dan sarana investasi bagi pemodal. pembahasan pasar modal pengertian pasar modal pasar modal/capital market adalah pasar keuangan untuk dana jangka panjang dan dalam arti sempit merupakan pasar yang konkrit. pasar modal berbeda dengan pasar uang/money market yang berkaitan terutama dengan instrumen keuangan jangka pendek dan merupakan pasar abstrak. instrumen yang digunakan dalam pasar modal pada umumnya antara lain saham, obligasi, tim right. pasar modal dalam arti sempit adalah suatu tempat dalam pengertian fisik yang terorganisasi tempat efek diperdagangkan yang disebut bursa efek. pengertian bursa efek atau stock exchange adalah suatu sistem yang terorganisasi yang mempertemukan penjual dan pembeli efek yang dilakukan baik secara langsung maupun melalui wakilnya. fungsi bursa efek antara lain untuk menjaga kontinuitas pasar dan menciptakan harga efek yang wajar melalui mekanisme permintaan dan penawaran. peran dan manfaat pasar modal peran bursa efek sebagai berikut. 1. menyediakan semua sarana perdagangan efek (fasilitator). 2. membuat peraturan yang berkaitan dengan kegiatan bursa. 3. mengupayakan likuiditas instrumen. 4. mencegah praktik yang dilarang di bursa (kolusi, pembentukan harga yang tidak wajar, insider trading, dan sebagainya). 5. menyebarluaskan informasi bursa. 6. menciptakan instrumen dan jasa baru. manfaat keberadaan pasar modal sebagai berikut. 1. menyediakan sumber pembiayaan (jangka panjang) bagi dunia usaha sekaligus memungkinkan alokasi sumber dana secara optimal. 2. memberikan wahana investasi bagi investor sekaligus memungkinkan upaya diversifikasi. 3. menyediakan leading indicator bagi trend ekonomi negara. 4. penyebaran kepemilikan perusahaan sampai lapisan masyarakat menengah. 5. penyebaran kepemilikan, keterbukaan dan profesionalisme, menciptakan iklim berusaha yang sehat. 6. menciptakan lapangan kerja/profesi yang menarik. 7. memberikan kesempatan memiliki perusahaan yang sehat dan mempunyai prospek. 8. alternatif investasi yang memberikan yang memberikan potensi keuntungan dengan risiko yang dapat diperhitungkan melalui keterbukaan, likuiditas, dan diversifikasi investasi. 9. membina iklim keterbukaan bagi dunia usaha, memberikan akses kontrol sosial. 10. pengelolaan perusahaan dengan iklim keterbukaan, mendorong pemanfaatan manajemen professional. 11. sumber pembiayaan dana jangka panjang bagi emiten. pengelolaan pasar modal di indonesia 1. badan pembina pasar modal tugas pokok badan pembina pasar modal sebagai berikut. a. memberikan pertimbangan kebijaksanaan kepada menteri keuangan dalam melaksanakan wewenangnya di bidang pasar modal berdasarkan uu no.15 tahun 1992 tentang bursa. b. memberikan pertimbangan kebijaksanaan kepada menteri keuangan dalam melaksanakan wewenangnya terhadap bumn, pt (persero) danareksa sebagaimana dimaksud keppres no.52/1976. 2. badan pengawas pasar modal tugas badan pengawas pasar modal (bapepam) menurut keppres no.53 tahun 1990 tentang pasar modal sebagai berikut. a. mengikuti perkembangan dan mengatur pasar modal sehingga efek dapat ditawarkan dan diperdagangkan secara teratur, wajar, dan efisien, serta melindungi kepentingan pemodal dan masyarakat umum. b. melaksanakan pembinaan dan pengawasan terhadap lembaga berikut. · bursa efek · lembaga kliring, penyelesaian, dan penyimpanan · reksa dana · perusahaan efek dan perorangan · lembaga penunjang pasar modal, yaitu tempat penitipan harta, biro administrasi efek, wali amanat, atau penanggung · profesi penunjang pasar modal c. memberi pendapat kepada menteri keuangan mengenai pasar modal. bapepam sebagai lembaga pengawas pasar modal wajib menetapkan ketentuan bagi terjaminiya pelaksanaan perdagangan efek secara tertib dan wajar dalam rangka melindungi pemodal dan masyarakat berupa hal berikut. d. keterbukaan informasi tentang transaksi efek di bursa efek, oleh semua perusahaan efek dan semua pihak. ketentuan itu wajib memuat persyaratan keterbukaan kepada ketua bapepam dan masyarakat tentang semua transakasi efek oleh semua pemegang saham utama dan orang dalam serta pihak terasosiasi dengannya. e. penyimpanan catatan dan laporan yang diberikan oleh pihak yang telah memperoleh ijin usaha, ijin perorangan, persetujuan atau pendaftaran profesi. f. penjatahan efek, dalam hal terdapat kelebihan jumlah permintaan pada suatu penawaran umum. ketentuan itu tidak mengharuskan diadakannya penerbitan sertifikat dalam jumlah yang kurang dari jumlah standar yang berlaku dalam perdagangan efek pada suatu bursa efek. lembaga penunjang pasar modal 1. lembaga penunjang pasar perdana (primary market) lembaga pasar penunjang dan tugas pokoknya sebagai berikut. a. penjaminan emisi efek (underwriter), tugasnya sebagai berikut. · memberikan nasehat mengenai hal berikut. · jenis efek yang sebaiknya dikeluarkan. · harga yang wajar untuk efek tersebut. · jangka waktu efek (obligasi dan sekuritas kredit). b. dalam mengajukan pernyataan pendaftaran emisi efek, membantu menyelesaikan tugas administrasi yang berhubungan dengan hal berikut. · pengisian dokunnen pernyataan pendaftaran emisi efek. · penyusunan prospektus. · merancang specimen efek. · mendampingi emiten selama proses evaluasi. c. mengorganisasikan penyelenggaraan emisi, meliputi hal berikut. · pendistribusian efek. · menyiapkan sarana penunjang. d. akuntan publik, tugasnya sebagai berikut. · melakukan pemeriksaan atas laporan keuangan perusahaan dan memberikan pendapat. · memeriksa pembukuan, apakah sudah sesuai dengan prinsip akuntansi indonesia dan bapepam. · memberikan petunjuk pelaksanaan cara pembukuan yang baik. e. konsultan hukum, tugasnya adalah meneliti aspek hukum emiten dan memberikan pendapat segi hukum (legal opinion) tentang keadaan dan keabsahan usaha emiten, antara lain sebagai berikut. · anggaran dasar/akta pendirian perusahaan meliputi pengesahan dari instansi yang berwenang, permodalan, kepengurusan, dan hak dan kewajiban para pemegang saham. · izin usaha yang wajib dimiliki emiten. · bukti kepemilikan/pengeasaan atas harta kekayaan emiten. · perikatan yang dilakukan emiten dengan pihak ketiga. · gugatan atau tuntutan dalam perkara atau pidana yang menyangkut emiten atau pribadi pengurus. f. notaris bertugas sebagai berikut. · membuat berita acara rapat umum pemegang saham (rups). · melaksanakan konsep akta perubahan anggaran dasar. · menyiapkan naskah anggaran perjanjian dalam rangka emisi efek. g. agen penjualan (selling agent), umumnya perusahaan efek dengan tugas sebagai berikut. · melayani investor yang akan memesan saham. · melaksanakan pembelian uang pesanan (refund) kepada investor. · menyerahkan sertifikat efek kepada pemesan (investor). h. perusahaan penilai, diperlukan apabila perusahaan emiten akan melakukan penilaian kembali aktivanya, untuk mengetahui berapa besarnya nilai wajar aktiva perusahaan sebagai dasar dalam melakukan emisi melalui pasar modal. 2. lembaga penunjang dalam emisi obligasi a. wali amanat (trustee), bertugas sebagai berikut. · menganalisis kemampuan dan kredibilitas emiten. · melakukan penelitian terhadap sebagian atau seluruh harta kekayaan emiten (sebagai jaminan). · memberikan nasehat yang diperhitungkan emiten. · melakukan pengawasan terhadap pelunasan pinjaman pokok beserta. · bunganya yang harus dilakukan oleh emiten tepat pada waktunya. · melaksanakan tugas selaku agen utama pernbayaran. · mengikuti secara terus-menerus perkembangan perusahaan emiten. · membuat perjanjian perwaliamanatan dengan pihak emiten. · memanggil rapat umum pemegang obligasi (rupo) apabila diperlukan. b. penanggung (guarantor), bertanggung jawab atas dipenuhinya pembayaran pinjaman pokok obligasi beserta bunga dari emiten kepada para pemegang obligasi tepet pada waktunya, apabila emiten tidak memenuhi kewajibannya. c. agen pembayaran (paying agent), bertugas membayar bunga obligasi yang biasanya dilakukan setiap 2 kali setahun dan pelunasan pada saat obligasi telah jatuh tempo. 3. lembaga penunjang pasar sekunder merupakan lembaga yang menyediakan jasaasa dalam melaksanakan transaksi jual-beli di bursa, terdiri atas sebagai berikut. a. pemegang efek, di samping melakukan jual-beli efek untuk diri sendiri, juga berfungsi untuk menciptakan pasar bagi efek tertentu dan menjaga keseimbangan harga serta memelihara likuiditas efek dengan cara membeli dan menjual efek tertentu di pasar sekunder. b. perantaraan pedagang efek (broker), bertugas menerima order jual dan order investor untuk kemudian ditawarkan di bursa efek. atas jasa tersebut broker menggunakan fee kepada investor. c. perusahaan efek (securities company) dapat menjalankan satu atau beberapa kegiatan, manajemen investasi, maupun penasihat investasi. d. biro administrasi efek, yaitu pihak yang berdasarkan kontrak dengan emiten secara teratur menyediakan jasa melaksanakan pembukuan, transfer dan pencatatan, pembayaran divinden, pembagian hak opsi, emisi sertifikat, atau laporan tahunan untuk emiten. instrumen pasar modal saham 1. saham saham atau stocks adalah surat bukti atau tanda kepemilikan bagian modal pada suatu perseroan terbatas. dalam transaksi jual beli di bursa efek, saham, atau sering pula disebut shares merupakan instrumen yang paling dominan diperdagangkan. saham tersebut dapat diterbitkan dengan cara atas nama atau atas unjuk. selanjutnya, saham dapat dibedakan antara saham biasa (common stocks) dan saham preferen (preffered stocks). jenis saham biasa sebagai berikut. a. saham unggul (blue chips), yaitu saham yang diterbitkan oleh perusahaan besar dan terkenal yang telah lama memperlihatkan kemampuannya memperoleh keuntungan dan pembayaran dividen. biasanya perusahaan tersebut memiliki stabilitas usaha yang tinggi dan unggul dalam industri yang sejenis dan menjadi standar penilaian dalam mengukur perusahaan. b. growth stocks, yaitu saham yang dikeluarkan oleh perusahaan yang baik penjualannya, perolehan labanya, dan pangsa pasarnya mengalami perkembangan yang sangat cepat dari rata​-rata industri. c. emerging growth stocks, yaitu saham yang dikeluarkan oleh perusahaan yang relatif lebih kecil dan memiliki daya tahan yang kuat meskipun dalam kondisi ekonomi yang kurang mendukung. harga saham jenis ini biasanya sangat berfluktuasi. d. income stocks, yaitu saham yang membayar dividen melebihi jumlah rata-rata pendapatan. saham ini di amerika misalnya, umumnya saham ini banyak dibeli oleh investment fund dan dana pensiun. e. cyclical stocks, yaitu saham perusahaan yang keuntungannya berfluktuasi dan sangat dipengaruhi oleh siklus usaha. apabila kondisis bisnis membaik, keuntungan perusahaan ikut membaik dan meningkat. sejalan dengan itu, saham perusahaan mengalami kenaikan, begitu pula sebaliknya, f. defensive stocks, yaitu saham perusahaan yang dapat bertahan dan tetap stabil dari suatu periode atau kondisi yang tidak menentu dan resensi. perusahaan seperti itu memiliki pertumbuhan yang relatif lamban baik dalam kondisi booming dan akan tetap bertahan pada saat resesi ekonomi. g. speculative stocks, pada prinsipnya semua saham biasa yang diperdagangkan di bursa efek dapat digolongkan sebagai speculative stocks. karena pada saat membeli saham tidak dapat membeli suatu janji, tidak ada kepastian bahwa dana yang akhirnya diterima pada waktu menjual saham tersebut akan bertambah atau bahkan berkurang atau sama dengan jumlah dana yang telah dibayarkan. 2. right hak yang diberikan kepada pemegang saham lama untuk membeli tambahan saham baru yang diterbitkan oleh suatu perusahaan disebut bukti right. penerbitan right di pasar modal indonesia disebut penawaran efek terbatas dengan hak membeli lebih dahulu. biasanya perusahaan menetapkan bahwa setiap pemegang saham lama diberi hak untuk membeli sejumlah saham baru dengan suatu perbandingan yang ditentukan. 3. obligasi obligasi atau bonds adalah suatu bukti utang dari emiten yang dijamin oleh penanggung yang mengandung janji pembayaran bunga atau janji lainiya serta pelunasan pokok pinjaman yang dilakukan pada tanggal jatuh tempo. obligasi menawarkan jangka waktu panjang dengan keuntungan lainnya yang dapat dipertimbangkan. kecuali obligasi dengan bunga mengambang (floating rate bonds), obligasi memberikan hasil tetap selama periode jangka waktu yang relatif panjang dan tidak terpengaruhi pada fluktuasi tingkat bunga sebagaimana halnya dengan tingkat bunga deposito berjangka yang senantiasa berubah-ubah dari waktu ke waktu sejalan dengan hasil perubahan kondisi moneter. risiko dan strategi investasi di pasar modal risiko investasi di pasar modal risiko investasi di pasar modal berkaitan dengan kemungkinan terjadinya fluktuasi harga (price volatility). risiko yang mungkin dihadapi investor antara lain sebagai berikut. 1. risiko daya beli (purchasing power risk). sifat investor dalam menangani faktor risiko di pasar modal ini terdiri atas dua, yaitu investor yang tidak menyukai risiko (risk averter) dan investor justru menyukai menantang risiko (risk averse). bagi investor, kategori pertama itu akan mencari atau memilih jenis investasi yang akan memberikan keuntungan yang jumlahnya sekurang-kurangnya sama dengan investasi yang dilakukan sebelumnya. investor mengharapkan memperoleh pendapatan atau capital gain dalam waktu yang tidak lama. akan tetapi, apabila investasi tersebut memberikan waktu 10 tahun untuk mencapai 60% keuntungan sernentara tingkat inflasi selama jangka waktu tersebut telah naik melebihi 100%, maka investor jelas akan menerima keuntungan yang daya belinya jauh lebih kecil dibandingkan dengan keuntungan yang dapat diperoleh semula. oleh karena itu, risiko daya beli ini berkaitan dengan kemungkinan terjadinya inflasi yang menyebabkan nilai riil pendapatan akan lebih kecil. 2. risiko bisnis (business risk). risiko bisnis adalah suatu risiko menurunkan kemampuan memperoleh laba yang pada gilirannya akan mengurangi pula kemampuan perusahaan (emiten) membayar bunga atau dividen. 3. risiko tingkat bunga (interest rate risk). naiknya tingkat bunga biasanya menekan harga jenis surat berharga yang berpendapatan tetap termasuk harga saham. biasanya, kenaikan tingkat bunga berjalan tidak searah dengan harga instrumen pasar modal. risiko naiknya tingkat bunga misalnya, jelas akan menurunkan harga di pasar modal. 4. risiko pasar (market risk). apabila pasar bergairah (bullish) umumnya hampir semua harga saham di bursa efek mengalami kenaikan. sebaliknya, apabila pasar lesu (bearish), saham akan ikut pula mengalami penurunan. perubahan psikologi pasar dapat menyebabkan harga surat berharga anjlok terlepas dari adanya perubahan fundamental atas kemampuan perolehan laba perusahaan. 5. risiko likuiditas (liquidity risk). risiko itu berkaitan dengan kemampuan suatu surat berharga untuk dapat segera diperjualbelikan dengan tanpa mengalami kerugian yang berarti. strategi investasi di pasar modal keuntungan (capital gain) dan kerugian (capital loss) bagi investor sangat dipengaruhi oleh kemampuannya dalam menganalisis keadaan harga saham dan kemungkinan turun naiknya harga di bursa. beberapa strategi dalam melakukan investasi di bursa efek (khususnya dalam bentuk saham) sebagai berikut. 1. mengumpulkan beberapa jenis saham dalam satu portofolio. strategi ini dapat memperkecil risiko investasi karena risiko akan disebar ke beberapa jenis saham. peluang untuk mendapatkan keuntungan cukup besar. kerugjan pada salah satu jenis saham dapat tertutupi oleh keuntungan pada jenis saham lainnya. 2. beli di pasar perdana dan dijual begitu dicatatkan di bursa. 3. beli dan simpan. strategi ini dapat digunakan apabila investor memiliki keyakinan berdasarkan analisis bahwa perusahaan yang bersangkutan memiliki prospek untuk berkembang yang cukup pesat beberapa tahun mendatang sehingga sahamnya diharapkan akan mengalami kenaikan yang cukup besar. keuntungan yang dapat diperoleh dari strategi ini di samping dividen juga capital gain. 4. beli saham tidur. saham tidur adalah saham yang jarang atau tidak pernah ada transaksi. saham tidur ini dapat disebabkan karena jumlah saham yang dicatatkan terlalu sedikit atau dikuasai oleh investor institusi dan pemilik saham lama (pendiri perusahaan). atau dapat pula disebabkan oleh kinerja perusahaan yang bersangkutan kurang baik atau prospek usahanya masih kurang cerah sehingga kurang mendapat perhatian pemodal. 5. strategi berpindah dari saham yang satu ke saham yang lain. investor yang memilih strategi ini cenderung bersifat lebih spekulatif. investor seperti ini harus senantiasa mengikuti pergerakan atau perubahan harga-harga saham di bursa. 6. konsentrasi pada industri tertentu. strategi ini lebih cocok bagi investor yang benar-benar menguasai kondisi suatu jenis industri sehingga mengetahui prospek perkembangannya di masa yang akan datang. investor dapat memilih beberapa saham perusahaan yang bank yang memiliki bisnis dalam sektor industri yang bersangkutan. 7. reksa dana. melakukan investasi dengan membeli unit penyertaan atau saham yang diterbitkan oleh reksa dana. strategi ini cocok bagi investor yang tidak memiliki cukup waktu melakukan analisis pasar atau tidak ada akses informasi. biasanya investor pemula cenderung memilih jenis investasi ini. teknik penilaian efek penilaian efek dapat dilakukan menggunakan teknik analisis rasio, antara lain sebagai berikut. 1. current ratio (rasio lancar) = 2. untuk mengukur kemampuan perusahaan dalam memenuhi kewajiban working capital = current asset – current liabilities 3. quick asset/acid test ratio = quick ratio/acid test ratio merupakan indikator pengukuran likuiditas perusahaan yang lebih ketat. 4. book value (= nilai rill suatu saham) = 5. untuk menilai apakah suatu saham undervalued atau overvalued price to book value = 6. untuk menilai kemampuan perusahaan membayar biaya bunga atas utangnya investasi coverage = 7. menunjukkan persentasi laba yang diperoleh yang dibayarkan sebagai dividen dividend paid out ratio = 8. indikasi mengenai tingkat efisiensi pengelolaan produksi perusahaan untuk memperoleh laba net profit margin = 9. menunjukkan laba bersih yang berhasil diperoleh perusahaan untuk setiap unit saham selama suatu periode tertentu earning per share (eps) = 10. perkiraan harga saham suatu perusahaan harga saham = 11. menggambarkan kesediaan investor membayar suatu jumlah untuk setiap rupiah perolehan laba perusahaan price earning ratio (per) = penutup simpulan investasi dapat dilakukan dengan berbagai cara, salah satunya adalah dengan memanfaatkan pasar modal. pasar modal menjalankan dua fungsi sekaligus, yaitu fungsi ekonomi dan fungsi keuangan. di pasar moda,l ada beberapa instrumen yang menjadi perhatian, yaitu saham, right, dan obligasi. selain instrumen pasar modal, dalam berinvestasi di pasar modal harus mengetahui jenis risiko seperti risiko daya beli, risiko bisnis, risiko tingkat bunga, risiko pasar, dan risiko likuiditas. pemahaman beberapa jenis risiko di pasar modal akan memungkinkan membuat strategi, misalnya mengumpulkan beberapa jenis saham dalam satu portofolio, membeli di pasar perdana dan dijual begitu dicatatkan di bursa, beli dan simpan, beli saham tidur, strategi berpindah saham, konsultasi pada industri tertentu, dan reksa dana. daftar pustaka siamat, dahlan. 1995. manajemen lembaga keuangan. edisi i. jakarta: intermedia. suyatno, thomas dkk. 1994. kelembagaan perbankan. edisi ii. jakarta: pt gramedia. uu ri no. 15 th. 1992. tentang bursa. uu ri no. 8 th. 1995. tentang pasar modal. � staf pengajar akademi manajemen dan sekretaris syafaat indonesia & jurusan manajemen, fakultas ekonomi, ubinus, jakarta 146 journal the winners, vol. 4 no. 2, september 2003: 138-147 147 strategi investasi di pasar modal (kadiman pakpahan) _1118477147.unknown _1118477284.unknown _1118477420.unknown _1136629873.unknown _1118477463.unknown _1118477363.unknown _1118477228.unknown _1118476850.unknown _1118477096.unknown _1118476807.unknown lancar) (utang s liabilitie current lancar) (aktiva assets current s liabilitie current s inventorie assets current g outstandin shares total net worth book value stocks of price charges interest total earnings net earnings net dividend total sales net earnings net g outstandin share of number earnings net diinginkan yang keuntungan perusahaan hunan dividen ta perkiraan eps stocks common of price market microsoft word 02_enggal_pengaruh.doc journal the winners, vol. 7 no. 1, maret 2006: 14-25 14 pengaruh perilaku pembelian mahasiswa terhadap keputusan pembelian komputer notebook di lingkungan mahasiswa binus international enggal sriwardiningsih1; lydia angelia2; lisa aulia3 abstract customer decision the goal of the research is to clarify that to buy product is influenced by four factors; those are culture, social, characterictic individu, and psycology. analysis was done by consumer behavior theory, consumer buying, decision, validity and reliability tests. the result of the research show that these factors influence strongly, expecially individual factor influence very strong. keywords: customer decision making,computer, notebook abstrak keputusan pembelian konsumen untuk membeli suatu produk dipengaruhi oleh empat faktor yaitu budaya, sosial, karateristik pribadi, dan psikologis. analisis penelitian menggunakan teori penelitian konsumen, kepuasan pembelian konsumen, dan tes validitas dan reliabilitas. hasil penelitian ini menunjukkan bahwa semua faktor tersebut mempunyai pengaruh yang kuat, khususnya faktor pribadi merupakan faktor yang paling berpengaruh. kata kunci: keputusan pembelian konsumen, komputer, notebook 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta 2, 3 mahasiswa fakultas ekonomi jurusan manajemen, ubinus, jakarta pengaruh perilaku pembelian … (enggal sriwardiningsih; dkk) 15 pendahuluan dewasa ini, perkembangan teknologi informasi yang semakin cepat dan bertumbuh pesat telah mengubah paradigma kehidupan manusia. peranan teknologi informasi ini semakin penting dalam kehidupan manusia dan segala aktivitasnya. hal itu dapat dilihat salah satunya dalam kemudahan mendapatkan informasi secara cepat dan tidak terbatas. universitas bina nusantara (ubinus) merupakan universitas swasta yang terkenal akan teknologi informasi dan mengikuti perkembangannya. kegiatan belajar mengajar pada ubinus dilakukan dengan cara menumbuhkan learning habit atau kebiasaan belajar yang disosialisasikan dengan metode multi channel learning (mcl) yang memaksimalkan pembelajaran melalui tatap muka, belajar mandiri, serta menggunakan beberapa media teknologi informasi. adanya binus maya, yaitu pembelajaran dapat dilakukan kapan saja dan di mana saja merupakan suatu wujud dari pembelajaran dengan metode mcl. setiap binusian juga merupakan individu yang unik dari komunitas bee-lifestyle yang dinamis dan terhubungkan satu sama lain melalui koneksi ber-feature-kan kecanggihan teknologi informasi. oleh karena itu, tidak heran bahwa sebagian besar mahasiswanya memiliki alat bantu elektronik, seperti personal computer (pc) untuk menunjang kegiatan perkuliahan. namun, tidak berhenti pada pc, dikarenakan tingkat mobilitas yang sangat tinggi saat ini, maka notebook computer (yang juga dikenal sebagai komputer notebook) sebagai salah satu alat bantu elektronik yang tepat untuk memenuhi kebutuhan tersebut. komputer notebook adalah pc kecil yang cukup untuk ditempatkan di atas pangkuan, dari ukurannya yang kecil, memungkinkan untuk dibawa kemana-mana dan dapat berfungsi selayaknya sebuah pc dan dapat juga digunakan untuk mengakses internet. merebaknya penggunaan komputer notebook di kalangan mahasiswa saat ini menjadi fenomena yang baru. melihat situasi tersebut, perusahaan penyedia komputer notebook yang awalnya lebih berfokus pada penjualan untuk kebutuhan office atau bussiness, saat ini memperluas pangsa pasarnya di kalangan mahasiswa. tentunya terdapat perbedaan antara komputer notebook untuk kebutuhan office atau bussiness, dengan kebutuhan mahasiswa yang cenderung digunakan untuk tujuan pendidikan. untuk itu, perusahaan harus mengetahui dengan jelas komputer notebook seperti apa yang sesuai dengan kebutuhan mahasiswa. oleh karena itu, analisis mengenai perilaku pembelian mahasiswa (dilihat dari faktor budaya, sosial, pribadi, dan psikologis) yang mempengaruhi keputusan pembelian komputer notebook, menjadi topik yang menarik untuk diteliti. keputusan pembelian adalah proses pengintegrasian yang mengombinasikan pengetahuan untuk mengevaluasi dua atau lebih perilaku alternatif dan memilih salah satu diantaranya. hasil proses pengintegrasian ini adalah suatu pilihan (choise) yang disajikan secara kognitif sebagai keinginan berperilaku. keputusan pembelian komputer notebook oleh mahasiswa dapat dilihat dengan cara mengetahui pilihan terhadap produk, seperti merek, harga, spesifikasi, feature, service, dan lain-lain. journal the winners, vol. 7 no. 1, maret 2006: 14-25 16 penelitian bertujuan untuk memperoleh informasi mengenai bagaimana kebutuhan akan komputer notebook di kalangan mahasiswa dan bagaimana cara memenuhi kebutuhan tersebut dengan penyediaan infrastruktur maupun fasilitas yang mendukung penggunaan komputer notebook di kampus, serta menjadi masukan bagi perusahaan peyedia komputer notebook untuk merumuskan program pemasaran yang tepat di kalangan mahasiswa. penelitian ini mengidentifikasikan masalah yang akan diteliti sebagai berikut. 1. faktor apa saja dari perilaku pembelian mahasiswa (yang terdiri dari budaya, sosial, pribadi, dan psikologis) yang mempengaruhi keputusan pembelian komputer notebook? 2. bagaimana hubungan dan seberapa besar pengaruh faktor perilaku pembelian mahasiswa terhadap keputusan pembelian komputer notebook? 3. faktor apa yang paling signifikan dari perilaku pembelian mahasiswa yang mempengaruhi keputusan pembelian komputer notebook? pembahasan teori perilaku konsumen pengambilan keputusan konsumen (consumer decision making) adalah proses pengintegrasian yang mengombinasikan pengetahuan untuk mengevaluasi dua atau lebih perilaku alternatif dan memilih salah satu diantaranya. hasil proses pengintegrasian ini adalah suatu pilihan (choise) yang disajikan secara kognitif sebagai keinginan berperilaku (nugroho j. setiadi, 2003:415). menurut phillip kotler (2002:183-200), keputusan pembelian konsumen dipengaruhi oleh faktor budaya, sosial, pribadi, dan psikologis. 1. faktor budaya faktor budaya memiliki pengaruh yang luas dan mendalam terhadap perilaku konsumen dalam pembelian. peran budaya, sub-budaya, dan kelas sosial konsumen sangatlah penting. 2. faktor sosial selain faktor budaya, perilaku seorang konsumen dipengaruhi oleh faktor sosial, seperti kelompok acuan, keluarga, serta peran dan status sosial. 3. faktor karateristik pribadi keputusan pembeli juga dipengaruhi oleh karakteristik pribadi. karakteristik tersebut meliputi usia dan tahap siklus hidup, pekerjaan, keadaan ekonomi, gaya hidup, serta kepribadian dan konsep diri pembeli. 4. faktor psikologis pilihan pembelian seseorang dipengaruhi oleh empat faktor psikologi utama, yaitu motivasi, persepsi, pembelajaran, serta keyakinan dan sikap. pengaruh perilaku pembelian … (enggal sriwardiningsih; dkk) 17 untuk lebih jelas dapat dilihat pada gambar 1 di bawah ini. sumber: simamora (2002:9) gambar 1 faktor yang mempengaruhi perilaku pembelian konsumen keputusan pembelian konsumen masing-masing tahap proses keputusan pembelian menurut phillip kotler tersebut dapat dijelaskan sebagai berikut. 1. pengenalan masalah proses pembelian di mulai saat pembeli mengenali sebuah masalah atau kebutuhan. kebutuhan tersebut dapat dicetuskan oleh rangsangan internal atau eksternal. 2. pencarian informasi konsumen yang tergugah kebutuhannya akan terdorong untuk mencari informasi yang lebih banyak. mencari bahan bacaan, menelepon teman, dan mengunjungi toko untuk mempelajari produk. melalui pengumpulan informasi, konsumen mengetahui tentang merek yang bersaing dan keistimewaan merek tersebut. 3. evaluasi alternatif beberapa konsep dasar akan membantu untuk memahami proses evaluasi konsumen: pertama, konsumen berusaha untuk memenuhi suatu kebutuhan. kedua, konsumen mencari manfaat tertentu dari solusi produk. ketiga, konsumen memandang masingmasing produk sebagai sekumpulan atribut dengan kemampuan yang berbeda-beda dalam memberikan manfaat yang digunakan untuk memuaskan kebutuhan itu. 4. keputusan pembelian dalam tahap evaluasi, konsumen membentuk preferensi atas merek dalam kumpulan pilihan. konsumen juga mungkin membentuk niat untuk membeli produk yang paling disukai. namun, dua faktor berikut dapat berada di antara niat pembelian dan keputusan pembelian (gambar 2). journal the winners, vol. 7 no. 1, maret 2006: 14-25 18 evaluasi alternatif niat pembelian sikap orang lain faktor situasi yang tidak terantisipasi keputusan pembelian sumber: kotler (2000:208) gambar 2 tahap antara evaluasi alternatif dan keputusan pembelian definisi operasional, instrumen pengukuran, dan metode penelitian tabel 1 variabel bebas (x) perilaku pembelian mahasiswa no variabel / sub variabel indikator ukuran skala 1 faktor budaya daerah asal tingkat pengaruh daerah asal mahasiswa terhadap perilaku dalam membeli suatu produk ordinal keadaan lingkungan sekitar tingkat perhatian mahasiswa terhadap situasi lingkungan sekitar masyarakat konsumsi tingkat pengaruh budaya masyarakat konsumsi terhadap perilaku pembelian mahasiswa 2 faktor sosial lingkungan keluarga tingkat pengaruh langsung dari anggota keluarga mahasiswa dalam mendukung pembelian suatu produk ordinal lingkungan teman tingkat pengaruh langsung dari lingkungan pertemanan mahasiswa dalam membeli produk 3 faktor pribadi penghasilan keluarga tingkat pengaruh ekonomi keluarga terhadap daya beli ordinal aktivitas dan minat tingkat aktivitas dan minat dari mahasiswa yang mempengaruhi perilaku pembeliannya kepercayaan diri tingkat pengaruh membeli suatu produk terhadap rasa percaya diri mahasiswa kemampuan bersosialisasi tingkat kemampuan bersosialisasi mahasiswa terhadap perilaku dalam membeli suatu produk 4 faktor psikologis motivasi tingkat kebutuhan yang mendorong mahasiswa untuk bertindak dalam melakukan pembelian ordinal persepsi tingkat pengaruh persepsi dari mahasiswa terhadap motivasi siap untuk bertindak pembelajaran/ pengetahuan tingkat hasil belajar dari pengalaman dan rekomendasi dari orang lain dalam memilih suatu produk instrumen pengukuran menggunakan skala likert pengaruh perilaku pembelian … (enggal sriwardiningsih; dkk) 19 tabel 2 variabel terikat (y) keputusan pembelian komputer notebook no variabel / sub variabel indikator ukuran skala 1 proses keputusan pembelian pengenalan masalah tingkat adanya masalah/ kebutuhan dari mahasiswa terhadap keputusan pembelian produk ordinal pencarian informasi tingkat pencarian informasi yang dilakukan mahasiswa sebelum melakukan pembelian produk ordinal evaluasi alternatif tingkat evaluasi mahasiswa terhadap atribut dari produk yang akan dibeli ordinal keputusan pembelian tingkat pengaruh dari sikap/ pendirian orang lain terhadap keputusan pembelian produk ordinal perilaku pascapembelian tingkat kepuasan mahasiswa setelah membeli produk ordinal instrumen pengukuran menggunakan skala likert skala likert skala likert memiliki banyak keuntungan sehingga skala ini cukup populer. skala ini mudah dipakai, baik untuk penelitian yang berfokus pada responden dan yang berfokus pada objek. jadi, kita dapat mempelajari bagaimana respons berbeda dari satu orang ke orang lain dan bagaimana respons berbeda antara berbagai objek. skala itu diperlakukan sebagai suatu skala interval. (cooper, donald r. dan william emory, 1995:195) rata-rata nilai = ( ) n xiyi∑ keterangan : ∑ xiyi : nilai total responden, xi : nilai pernyataan yi : jumlah responden, n : jumlah total responden dengan rumus statistik range dan software spss versi 11.5, dihitung range dari rata-rata nilai responden, membentuk kelas dari range tersebut, dan mengetahui letak pernyataan tersebut berdasarkan kelasnya masing-masing. kelasjumlah imumnilairataratamaksimumnilairatarata range min−−− = (http://www.olahdata.com). journal the winners, vol. 7 no. 1, maret 2006: 14-25 20 uji validitas validitas menunjukkan ukuran yang benar-benar mengukur apa yang akan diukur. jadi, dapat dikatakan semakin tinggi validitas suatu alat tes maka alat tes tersebut semakin mengenai sasarannya atau semakin menunjukkan apa yang seharusnya diukur. jika peneliti menggunakan kuesioner di dalam pengumpulan data penelitian, item yang disusun pada kuesioner tersebut merupakan alat tes yang harus mengukur apa yang menjadi tujuan penelitian. apabila item yang dihadapi berbentuk skala ordinal (skala sikap) maka untuk nilai korelasi rank spearman pada item ke-i adalah : ( ) 26 1 1 i s d r n n = − − ∑ uji reliabilitas reliabilitas artinya adalah tingkat keterpercayaan hasil suatu pengukuran. pengukuran yang memiliki reliabilitas tinggi, yaitu pengukuran yang mampu memberikan hasil ukur yang terpercaya (reliable). teknik perhitungan koefisien reliabilitas yang digunakan disini adalah dengan koefisien reliabilitas alpha yang dihitung dengan rumus berikut ini. ⎟ ⎟ ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎜ ⎜ ⎝ ⎛ − − = ∑ = total k i i s s k k 2 1 2 1 1 α keterangan : k = banyaknya belahan item si2 = varians dari item ke-i s2total = total varians dari keseluruhan item (http://www.olahdata.com). uji asumsi regresi berganda multikolinieritas berdasarkan singgih santoso (2000:203-207), uji asumsi regresi berganda multikolinieritas bertujuan untuk menguji apakah dalam model regresi ditemukan adanya korelasi antar variabel bebas. jika terjadi korelasi maka dinamakan terdapat problem multikolinieritas. model regresi yang baik seharusnya tidak terjadi korelasi diantara variabel bebas. pengujian multikolinieritas dilakukan dengan spss 11.5. pengaruh perilaku pembelian … (enggal sriwardiningsih; dkk) 21 model regresi berganda variabel x dan y dikatakan mempunyai hubungan fungsional apabila perubahan pada variabel yang satu menentukan perubahan pada variabel yang lain. variabel yang menentukan atau menerangkan variabel lainnya disebut dengan variabel bebas x (independent variabel) sedangkan variabel yang ditentukan atau diterangkan disebut dengan variabel tak bebas y (dependent variabel). antara y dengan kxxx ,...,, 21 dapat dinyatakan oleh persamaan berikut. exxxy kk +++++= ββββ ˆ...ˆˆˆˆ 22110 hasil penelitian populasi penelitian ini adalah mahasiswa binus international angkatan 2001 sampai dengan 2005 yang mempunyai komputer notebook dan mengikuti proses pembeliannya. setelah melakukan survei dengan cara membagikan kuesioner kepada mahasiswa yang berjumlah 600 orang, terbagi dalam jurusan: computer sience, information system, marketing, dan accounting. dapat diketahui bahwa populasi mahasiswa yang mempunyai komputer notebook dan mengikuti proses pembelian terdapat sekitar 61%, yang berjumlah 368 orang maka jumlah populasi tersebut yang digunakan sebagai responden. untuk lebih jelas, dapat dilihat pada tabel berikut. tabel 3 penentuan populasi jurusan jumlah mahasiswa populasi computer sience 269 158 information system 148 88 marketing 95 63 accounting 88 59 total 600 orang 368 orang sumber : binus international dan hasil pengolahan kuesioner dari hasil tes validitas diperoleh bahwa semua pertanyaan adalah valid dan setiap nilai pada validitas butir lebih besar dari nilai kritis (0.10) dan mempunyai nilai alpha cronbach sebesar 0.7144 serta nilai standardized item alpha sebesar 0.8150. pertanyaan juga dapat dikatakan reliabel karena nilai alpha cronbach (0.7144) lebih besar dari 0.6. dari uraian hasil analisis penelitian yang dilakukan dengan regresi berganda menggunakan bantuan software spss versi 11.5, dapat diperoleh hasil penelitian sebagai berikut. journal the winners, vol. 7 no. 1, maret 2006: 14-25 22 1. pada tabel 4, yaitu anova dan coefficients, tepatnya dalam kolom significance. dapat diketahui bahwa tingkat signifikansi dari ke empat faktor tersebut sebesar 0.000. karena signifikansi (0.000) jauh lebih kecil dari 0.05, model regresi dapat digunakan untuk memprediksi keputusan pembelian komputer notebook. atau dapat dikatakan, faktor budaya, sosial, pribadi, dan psikologis berpengaruh terhadap keputusan pembelian komputer notebook. analisis anova dan koefisien regresi berganda tabel 4 anova dan coefficients anovab 3398.653 4 849.663 218.549 .000a 1411.250 363 3.888 4809.902 367 regression residual total model 1 sum of squares df mean square f sig. predictors: (constant), x4, x3, x2, x1a. dependent variable: yb. coefficientsa 20.195 1.654 12.213 .000 .793 .083 .308 9.587 .000 .551 .067 .249 8.228 .000 .844 .059 .453 14.367 .000 .707 .090 .238 7.836 .000 (constant) x1 x2 x3 x4 model 1 b std. error unstandardized coefficients beta standardized coefficients t sig. dependent variable: ya. sumber : hasil pengolahan kuesioner dengan spss 2. melalui tabel 5, yaitu uji t variabel x-y, yaitu keempat faktor tersebut mempunyai nilai statistik t hitung lebih besar (>) dari nilai statistik t tabel. dari hasil uji t tersebut juga menguatkan bahwa faktor budaya, sosial, pribadi, dan psikologis berpengaruh terhadap keputusan pembelian komputer notebook. pengaruh perilaku pembelian … (enggal sriwardiningsih; dkk) 23 tabel 5 uji t variabel x-y sumber : hasil pengolahan kuesioner 3. dari tabel 6, yaitu correlations dapat diketahui bahwa nilai korelasi dari setiap faktor terhadap keputusan pembelian komputer notebook berkisar 0.40 < 0.70. hal itu membuktikan bahwa keempat faktor mempunyai hubungan yang positif dan substansial/tinggi dengan keputusan pembelian komputer notebook. oleh karena itu, kenaikan pada x1, x2, x3, dan x4 akan meningkatkan nilai y, demikan sebaliknya. tabel 6 correlations sumber : hasil pengolahan kuesioner dengan spss keterangan: y = keputusan pembelian komputer notebook, x1 = faktor budaya, x2 = faktor sosial, x3 = faktor pribadi, x4 = faktor psikologis 4. besarnya pengaruh x1, x2, x3 dan x4 terhadap y dapat diketahui dari angka r square, yaitu 0.707. hal itu berarti 70.7% keputusan pembelian komputer notebook dapat dipengaruhi oleh faktor budaya, sosial, pribadi, dan psikologis. sisanya, (100% 70.7% = 29.3% ) dipengaruhi oleh faktor yang lain. model summaryb .841a .707 .703 1.972 model 1 r r square adjusted r square std. error of the estimate predictors: (constant), x4, x3, x2, x1a. dependent variable: yb. sumber : hasil pengolahan kuesioner dengan spss variabel/ faktor t hitung t tabel signifikan kesimpulan x1 / budaya 9.587 1.97 0.000 h0 ditolak (signifikan) x2 / sosial 8.228 1.97 0.000 h0 ditolak (signifikan) x3 / pribadi 14.367 1.97 0.000 h0 ditolak (signifikan) x4 / psikologis 7.836 1.97 0.000 h0 ditolak (signifikan) y x1 x2 x3 x4 pearson correlation y 1.000 .607 .462 .659 .445 pearson correlation x1 .607 1.000 .202 .421 .241 pearson correlation x2 .462 .202 1.000 .181 .295 pearson correlation x3 .659 .421 .181 1.000 .133 pearson correlation x4 .445 .241 .295 .133 1.000 journal the winners, vol. 7 no. 1, maret 2006: 14-25 24 5. dari tabel 4 didapatkan : y = 20.195 + 0.793 x1 + 0.551 x2 + 0.884 x3 + 0.707 x4. nilai yang paling besar, yaitu faktor pribadi (x3) sebesar 0.884, kedua adalah faktor budaya (x1) sebesar 0.793, ketiga adalah faktor psikologis (x4) sebesar 0.707, dan yang terakhir adalah faktor sosial (x2) sebesar 0.551. 6. dapat disimpulkan bahwa dari keempat faktor tersebut, faktor paling signifikan yang mempengaruhi keputusan pembelian komputer notebook adalah faktor pribadi yang selanjutnya diikuti dengan faktor budaya, faktor psikologis, dan faktor sosial. penutup simpulan berdasarkan hasil penelitian mengenai pengaruh perilaku pembelian mahasiswa terhadap keputusan pembelian komputer notebook, yang dilakukan dengan studi kasus pada mahasiswa binus international, dapat disimpulkan sebagai berikut. 1. dari faktor perilaku pembelian mahasiswa (yang terdiri dari budaya, sosial, pribadi, dan psikologis), dapat diketahui bahwa semua faktor tersebut berpengaruh terhadap keputusan pembelian komputer notebook. 2. faktor budaya, sosial, pribadi, dan psikologis mempunyai hubungan positif dan substansial/tinggi serta berpengaruh kuat (70.7%) terhadap keputusan pembelian komputer notebook. 3. faktor pribadi merupakan faktor yang paling signifikan dalam mempengaruhi keputusan pembelian komputer notebook. saran berdasarkan simpulan, saran yang dapat diberikan sebagai masukan sebagai berikut. 1. bagi binus international: • di kalangan mahasiswa, dari hasil pengolahan kuesioner, sebagian besar mahasiswa mengharapkan tersedianya fasilitas hotspot sehingga kegiatan akses internet tidak terbatas oleh tempat dan menyediakan komputer notebook dengan spesifikasi yang sesuai juga dengan harga yang kompetitif bagi setiap mahasiswa baru. 2. bagi perusahaan penyedia komputer notebook: • dalam memasarkan komputer notebook di kalangan mahasiswa, harus memperhatikan keempat faktor, yaitu budaya, sosial, pribadi, dan psikologis. kenaikan pada keempat faktor tersebut akan mengakibatkan kenaikan pada keputusan pembelian komputer notebook, demikian sebaliknya. sebagai contoh, meningkatnya tingkat penghasilan keluarga, akan mengakibatkan tingkat pembelian terhadap produk baru yang sedang trend (komputer notebook) semakin meningkat. pengaruh perilaku pembelian … (enggal sriwardiningsih; dkk) 25 • memberikan perhatian yang lebih besar pada faktor pribadi dari mahasiswa, seperti tingkat penghasilan keluarga, gaya hidup, selera, aktivitas, minat, dan lain sebagainya. • memberikan masukan mengenai memilih alat promosi dalam memasarkan komputer notebook di kalangan mahasiswa. dari hasil pengolahan kuesioner, sebagian besar mahasiswa mendapat informasi mengenai komputer notebook melalui kenalan/teman dan mengunjungi pameran yang diselenggarakan. oleh karena itu, perusahaan tetap menjaga dan meningkatkan brand image produknya. daftar pustaka anonim. 2005. statistik dasar. http://www.olahdata.com. barata, doni dan bahtiar saleh abbas, et al. 2004. “analisis pengaruh faktor sosial, affect, kompleksitas pc, kecocokan tugas, konsekuensi jangka panjang dan kondisi yang menfasilitasi terhadap pemanfaatan pc, studi kasus: dosen-dosen universitas bina nusantara.” penelitian hibah bersaing. jakarta. cooper, donald r. dan william emory. 1995. metode penelitian bisnis. jilid-1. edisi kelima. jakarta: erlangga. kotler, philip. 2000. manajemen pemasaran. edisi milenium. new jersey: prenticehall, inc. santoso, singgih. 2000. buku latihan spss statistik parametrik. jakarta: pt elex media komputindo. setiadi, nugroho j. 2003. perilaku konsumen, konsep dan implikasi untuk strategi dan penelitian pemasaran. jakarta: prenada media. simamora, bilson. 2002. panduan riset perilaku konsumen. jakarta: pt gramedia pustaka utama. sugiyono. 2004. metode penelitian bisnis. bandung: cv alfabeta. sulaiman, wahid. 2003. statistik non-parametrik contoh kasus dan pemecahannya dengan spss. edisi kesatu. yogyakarta: andi yogyakarta. supranto, j. 2000. statistik: teori dan aplikasi. jilid-2. edisi keenam. jakarta: erlangga. umar, husein. 2005. riset pemasaran dan perilaku konsumen. jakarta: pt gramedia pustaka utama. microsoft word 04_harjadi s._kinerja.doc journal the winners, vol. 7 no. 1, maret 2006: 44-56 44 analisis evaluasi kinerja direktorat jenderal bina produksi holtikultura dengan pendekatan balanced scorecard harjadi sarjono1 abstract the target of this article is to expected lapping over of format and result of analysis evaluate performance from directorate generaling to construct production holtikultura. evaluation of this performance is conducted by collectedly questioner that alloted to all farmer in some area in indonesia during year 2002. keywords: evaluation of the performance, area, balanced scorecard abstrak artikel menjelaskan cara penyusunan format dan hasil analisis evaluasi kinerja dari direktorat jenderal bina produksi holtikultura. evaluasian kinerja ini dilakukan dengan mengumpulkan kuesioner yang dibagikan kepada para petani di beberapa daerah di indonesia selama tahun 2002. kata kunci: pengevaluasian kinerja, daerah, balanced scorecard 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta analisis evaluasi kinerja … (harjadi sarjono) 45 pendahuluan kebutuhan produksi buah-buahan yang meliputi terpenuhinya kebutuhan dan konsumsi dan bahan agro industri serta meningkatkan volume ekspor adalah dambaan kita semua. akan tetapi, agar sasaran tersebut tecapai perlu adanya koordinasi yang teratur dan terarah antara ditjen horti di pusat dan koordinator lapangan untuk tingkat kecamatan sebagai penghubung langsung dengan petani. untuk itu, perlu adanya evaluasi yang berkesinambungan agar masalah inefisiensi dan kesalahpahaman informasi tidak terjadi. oleh karena itu, evaluasi kinerja khususnya karyawan di pusat, petugas dinas pertanian tingkat kecamatan dan petani sendiri sebagai produk akhir perlu dilakukan. dari latar belakang masalah yang diuraikan secara makro tersebut, dapat ditarik beberapa pokok permasalahan, sebagai berikut. 1. bagaimana kinerja karyawan direktorat jenderal bina produksi holtikultura, sebagai salah satu bagian dari departemen pertanian? 2. faktor atau strategi apa yang dapat meningkatkan kinerja direktorat jenderal bina produksi holtikultura? tujuan penelitian yang akan dilakukan, antara lain sebagai berikut. 1. mengevaluasi kinerja ditjen horti (berdasarkan pendekatan balanced scorecard). 2. untuk mengetahui faktor apa saja yang dapat meningkatkan kinerja ditjen horti. manfaat dari hasil penelitian diharapkan memberi kegunaan kepada beberapa pihak, diantaranya adalah sebagai berikut. 1. menambah wawasan/pengetahuan dan pengalaman yang berharga dalam menerapkan ilmu pengetahuan. 2. bagi lingkungan perusahaan, khususnya direktorat jenderal bina holtikultura, diharapkan dapat memberi masukan dan dijadikan bahan pertimbangan dalam pengelolaan dan pengambilan keputusan supaya lebih meningkatkan kinerja perusahaan. selama ini sering diketahui bahwa pengukuran kinerja suatu organisasi tanpa mengikutkan kinerja keuangan atau hanya mengukur kinerja keuangan saja tanpa mengikutsertakan kinerja non-keuangan. akan tetapi, dalam balanced scorecard ini diusahakan mengukur kinerja organisasi dari 2 (dua) sudut pandang, yaitu aspek keuangan dan aspek non-keuangan. berkaitan dengan keterbatasan pengukuran kinerja keuangan tersebut, robert s. kaplan dan david p. norton mengusulkan pengukuran kinerja perusahaan dengan balanced scorecard (bsc). pengukuran dengan balanced scorecard bersifat komprehensif karena pengukuran tidak hanya untuk menentukan baik atau tidaknya kinerja keuangan semata tetapi juga pengukuran kinerja lain, yaitu kinerja pelanggan, kinerja proses internal, dan kinerja pembelajaran dan pertumbuhan secara berimbang/proporsional. journal the winners, vol. 7 no. 1, maret 2006: 44-56 46 pembahasan kinerja keuangan kinerja keuangan merupakan aspek pertama yang diukur dalam balanced scorecard. kinerja keuangan organisasi dapat diketahui, antara lain melalui analisis rasio (financial analysis ratio). analisis rasio merupakan bentuk analisis yang umum digunakan dalam mengukur kekuatan atau kelemahan yang dihadapi oleh satu organisasi di bidang keuangan. menurut barney (1997), analisis rasio adalah salah satu penilaian kinerja perusahaan berdasarkan pendekatan akuntansi. gambaran kinerja keuangan tabel 1 macam indikator keuangan berserta rasio dan nilai no. nama indikator keuangan rumus rasio nilai 1. rasio pendapatan rata-rata petani/ ha/ kk/ tahun terhadap nilai jual produk panen/ ha/ tahun pendapatan rata x100% nilai jual > 10% > 7 9,9% > 3 6,9% > 0 2,9% ≤ 0% 5 4 3 2 1 2. rasio dana (blm)/ kk/ tahun terhadap pendapatan rata-rata petani/ ha/ kk/ tahun dana bantuan (blm) pendapatan ratarata < 0,5 > 0,5 0,7 > 0,71 0,8 > 0,81 1,0 > 1,1 5 4 3 2 1 sumber: sekretariat ditjen horti, 2003, diolah oleh peneliti populasi dan sampling tabel 2 sumber data/indikator pengumpulan data berdasarkan variabel bsc variabel bsc indikator sumber data / instrumen pengumpulan data kinerja keuangan rasio pendapatan petani terhadap nilai jual dokumen / data sekunder kinerja pelanggan tingkat kepuasan pelanggan kuesioner pelanggan kinerja proses tahap inovasi kuesioner pelanggan internal tahapan layanan purna bantuan kuesioner pelanggan kinerja pembelajaran dan pertumbuhan kemampuan pegawai tingkat kepuasan kerja kuesioner pelanggan analisis evaluasi kinerja … (harjadi sarjono) 47 balanced scorecard (bsc) a. pengertian dan perkembangan bsc balanced scorecard merupakan suatu metode penilaian yang menyeimbangkan empat perspektif pengukuran. keempat aspek tersebut merupakan satu kesatuan yang saling melengkapi dan berhubungan satu dengan yang lainnya. keterkaitan antara keempat perspektif pengukuran tersebut, seperti terlihat dalam gambar 1. secara konsep, bsc mulai dibangun di amerika serikat tahun 1990 dan dibukukan pada tahun 1995 yang dikemukakan oleh kapan dan norton. akan tetapi, secara substansi pengukuran yang hampir serupa pernah diterapkan di swedia oleh karl-erik svelby pada tahun 1986-1987 dengan nama intangible asset monitor. antara keduanya terdapat beberapa pengukuran intangible asset yang hampir serupa. journal the winners, vol. 7 no. 1, maret 2006: 44-56 48 analisis evaluasi kinerja … (harjadi sarjono) 49 kedua kategori konsep area intangible dikelompokkan ke dalam tiga aspek, seperti terlihat dalam tabel 3. tabel 3 pengelompokan area intangible dalam balance scorecard dan intangible asset monitor balanced scorecard (kaplan/norton) customer perspective internal business process perspective learning and growth perspective intangible asset monitor (sveiby) external structure internal structure people’s competence sumber: sveiby, the balanced scorecard and the intangible assets monitor, 1998 b. kinerja keuangan analisis rasio 1. rasio pendapatan rata-rata petani terhadap nilai jual: pendapa tan rata-rata_ pe tan i x 100% nilaijual 2. rasio dana bantuan (blm) terhadap pendapatan rata-rata petani danabantuan(blm) pendapa tan rata-ratape tan i 3. nilai tambahan perusahaan per-pegawai t arg etbantuan – realbantuan jumlahpegawaiditjenhorti c. kinerja pelanggan dan tolak ukur pelanggan kepuasan pelanggan menurut kotler (2002:163), dapat dianalisis berdasarkan importance-performanc analysis. dalam metode tersebut kotler mengemukakan bahwa untuk mengevaluasi pelayanan dapat dibedakan menjadi dua faktor, yaitu kinerja dari masing-masing faktor yang diukur dengan tingkat kepuasan pelanggan dan derajat kepentingan/harapan pelanggan terhadap faktor tersebut. journal the winners, vol. 7 no. 1, maret 2006: 44-56 50 sangat penting kuadran i kinerja kurang baik kuadran 2 kinerja sangat baik kuadran 3 kuadran 4 tidak penting sumber: kotler, 2002 gambar 2 kuadran importance-performance analysis d. total quality service (tqs) tqs merupakan suatu pendekatan baru yang dapat dijadikan solusi untuk mengatasi teori manajemen pelayanan sebelumnya, seperti total quality control (tqc), total quality management (tqm), continous quality improvement (cqi), dan business process re-enginering (bpr). dalam tqs, kita dibimbing untuk mengantisipasi kebutuhan pelanggan dimasa yang akan datang dengan cara mengevaluasi dan mengesahkan kebutuhan pelanggan, membuat proses garis dalam yang tidak terputus-putus, dan menggabungkan data kepuasan pelanggan dengan keberadaan sistem pengawasan pengelolaan. e. kinerja pembelajaran dan pertumbuhan tolok ukur kinerja ini dibagi tiga kelompok utama sebagai berikut. 1. kemampuan pegawai. 2. kemampuan sistem informasi. 3. motvasi, pemberdayaan, dan keserasian individu perusahaan. f. struktur kepemilikan dan keagenan kepemilikan dalam struktur kepemilikan didasarkan pada dua konsep, yaitu sebagai hak milik (property right) dan kepemilikan (ownership). menurut eggertsson (1990), terdapat tiga kategori dari property right sebagai berikut. 1. hak untuk menggunakan, mengubah, memindahkan, dan bahkan hak untuk menghilangkan asset. 2. hak untuk memperoleh penghasilan dari suatu asset. 3. hak untuk melakukan penjualan asset. 4. g. biaya transaksi berikut yang dikatakan oleh williamson yang dikutip ditriech (1994) bahwa munculnya biaya transaksi sepenuhnya tergantung pada tiga faktor, yaitu (1) bounded rationality; (2) opportunism; (3) asset specifity. analisis evaluasi kinerja … (harjadi sarjono) 51 h. pengertian dan tujuan otonomi konsep otonomi secara sederhana diartikan sebagai upaya memberikan keleluasaan penuh suatu organisasi/perusahaan dari kepemilikan dan pengawasan publik ke pihak tingkatan lebih rendah dari struktur organisasi suatu perusahaan. alasan yang melatarbelakangi otonomi sebagai berikut. 1. perlunya peningkatan kinerja bumn karena menghadapi persaingan global. 2. perlunya peningkatan kualitas pelayanan masyarakat pemakai jasa. 3. semakin berkurangnya kemampuan keuangan negara karena pemerintah sehingga dengan otonomi dapat memberikan keuntungan yang lebih besar. tujuan: 1. mendorong bumn/bumd agar dapat bersaing secara sehat, dalam sektor ekonomi yang sifatnya sudah lebih terbuka karena pengaruh globalisasi. 2. meningkatkan peran daerah dalam pembangunan ekonomi melalui pengambilan keputusan, tanggung jawab, dan hak atas asset negara tertentu yang diperuntukkan bagi maksud tersebut. 3. memanfaatkan keahlian dan kemampuan manajerial swasta untuk membantu pemerintah dalam pembangunan nasional. i. penataan pelayanan otonomi pada umumnya melibatkan penggunaan satu atau lebih dari penataan, seperti uraian berikut. 1. pelayanan pemerintah 2. penjualan jasa pemerintah 3. persetujuan antar pemerintah 4. kontrak 5. hak monopoli 6. hibah 7. voucher 8. pasar bebas 9. pelayanan sukarela 10. swalayan pengukuran kinerja ditjen hortikultura kinerja keuangan kinerja keuangan dapat diketahui melalui analisis rasio, antara lain sebagai berikut. a. rasio pendapatan rata-rata petani terhadap nilai jual formula untuk menghitung rasio tersebut adalah sebagai berikut. journal the winners, vol. 7 no. 1, maret 2006: 44-56 52 keterangan: • pendapatan rata-rata petani = pendapatan rata-rata petani dari komoditi tertentu/kk/ha/tahun dari nilai jual-biaya produksi atau pendapatan bruto. • nilai jual = nilai jual produk panen total ditingkatkan petani dari total hasil x total harga jual persatuan/ha/kk/tahun. b. rasio dana bantuan (blm) terhadap pendapatan rata-rata petani formula untuk menghitung rasio tersebut adalah sebagai berikut. kinerja pelanggan aspek kedua yang diukur dalam balanced scorecard adalah kinerja pelanggan. a. tingkat kepuasan pelanggan untuk mengukur tingkat kepuasan, peneliti berpedoman pada teori yang dikemukakan oleh lovelock (1994) yang mengutip pendapatan valerie zeithami. adapun mengenai kriteria kepuasan pelanggan, berpedoman pada teori yang dikemukakan oleh kotler (2002) dan gronroos (1994) yang pada dasarnya menyatakan bahwa kepuasan pelanggan adalah perbandingan antara persepsi dan harapan. dalam penelitian ini disusun kuesioner dan membedakan sifat jawaban dalam skala pengukuran yang disebut ordinal (membedakan dan mengurutkan), yaitu: 1. tangibility 2. realiability 3. responsiveness 4. assurance 5. empathi pendapatan rata-rata petani x 100% nilai jual dana bantuan (blm) pendapatan rata-rata petani analisis evaluasi kinerja … (harjadi sarjono) 53 b. kualitas pelayanan gambar 3 analisis importance – performance keterangan: persepsi sebagai sumbu x dan harapan sebagai sumbu y a. (4,17 , 4,26) tangibility b. (4,04 , 4,08) reability c. (3,91 , 4,26) responsiveness d. (3,92 , 3,98) assurance e. (3,98 , 4,45) empathy tahap layanan purna bantuan indikator yang menjadi tolak ukur dalam tahap ini, antara lain pemeriksaan atau peninjauan bantuan dan penggantian bantuan kinerja pembelajaran dan pertumbuhan aspek keempat yang diukur dalam pendekatan balanced scorecard adalah kinerja pembelajaran dan pertumbuhan. tujuan dimasukkannya kinerja ini adalah untuk mendorong perusahaan menjadi organisasi yang belajar (learning organization) dan untuk mendorong pertumbuhan perusahaan. tolok ukur kinerja ini dibagi tiga kelompok sangat penting (harapan) kwadran i kwadran ii 5 a sangat tidak puas e ● b ● sangat puas c ● ● ● 0 1 2 3 ● 5 (persepsi) d 3 kwadran iii kwadran iv 2 sangat tidak penting journal the winners, vol. 7 no. 1, maret 2006: 44-56 54 utama, yaitu kemampuan pegawai, kemampuan sistem informasi, motivasi, pemberdayaan, dan keserasian individu perusahaan. tabel 4 hasil pengukuran direktorat jenderal bina produksi holtikultura secara keseluruhan no aspek yang diukur (beserta indikatornya) kategori hasil pengukuran skor 1 kinerja keuangan rasio pendapatan petani terhadap nilai jual cukup 3 rasio dana blm terhadap pendapatan petani baik 4 skor keseluruhan indikator aspek 1 12 2 kinerja pelanggan tingkat kepuasan pelanggan sangat puas 5 kualitas pelayanan hampir memuaskan 2 skor keseluruhan indikator aspek 2 8 3 kinerja proses internal tahap inovasi sangat kurang 1 tahapan layanan purna bantuan baik 4 skor keseluruhan indikator aspek 3 5 4 kinerja pembelanjaan dan pertumbuhan kemampuan pelanggan tingkat kepuasan kerja baik 4 kemampuan sistem informasi tingkat ketersediaan informasi baik 4 -tingkat keakuratan informasi baik 4 jangka waktu memperoleh informasi hampir baik 3 motivasi, pemberdayaan dan keserasian individu jumlah pegawai yang mengetahui visi dan misi hampir baik 3 skor keseluruhan indikator aspek 4 18 total keseluruhan indikator aspek 1,2,3,dan 4 43 apabila diadakan nilai maksimum adalah 55 dan nilai minimum adalah 11 dan rangkuman hasil pengukuran secara balance scorecard (keuangan, pelanggan, proses internal, dan pembelajaran dan pertumbuhan) maka klasifikasinya dapat dilihat pada tabel 5. tabel 5 klasifikasi kinerja secara balance scorecard tibfkat klasifikasi kategori penilaian nilai 46,2 – 55,0 sangat baik 5 37,4 – 46,1 baik 4 28,6 – 37,3 hampir baik 3 19,8 – 28,5 kurang 2 11,0 – 19,7 sangat kurang 1 sumber: hasil olahan peneliti analisis evaluasi kinerja … (harjadi sarjono) 55 penutup simpulan dari pembahasan yang telah diuraikan, dapat diambil beberapa simpulan sebagai berikut. 1. bsc merupakan alat ukur yang paling baik yang patut dipertimbangkan oleh perusahaan milik pemerintah maupun departemen pemerintah karena lebih bersifat menyeluruh, meliputi pengukuran aspek yang bersifat tangible dan intangible. 2. kinerja direktorat jendral bina produksi hortikultura berada dalam kondisi baik/ nilai 4 (berdasarkan hasil analisis perhitungan dan pengukuran secara keseluruhan menggunakan balance scorecard). 3. untuk kinerja keuangan, berdasarkan hasil analisis data sekunder, dapat disimpulkan direktorat jenderal bina produksi hortikultura berada dalam kondisi antara cukup dan baik (nilai antara 3 dan 4). 4. untuk kinerja pelanggan, berdasarkan hasil analisis terhadap data sekunder (dokumen) dan data primer (hasil kuesioner), direktorat jendaral bina produksi hortikultura berada pada kondisi baik (puas) nilai 4. 5. untuk aspek kinerja proses internal, berdasarkan hasil analisis data baik primer (kuesioner pegawai) maupun data sekunder (dokumen), menunjukan direktorat jendral bina produksi hortikultura berada dalam kondisi hampir baik atau cukup dengan nilai 3. 6. untuk aspek kinerja pertumbuhan dan pembelajaran, berdasarkan hasil analisis menunjukan berada dalam kondisi baik dengan nilai 4. aspek itu sudah baik untuk dipertahankan tahun-tahun berikutnya. saran berikut akan dikemukakan beberapa saran, khususnya dalam rangka perbaikan kinerja direktorat jendral bina produksi hortikultura. 1. untuk meningkatkan kinerja keuangan, langkah awal yang dapat ditempuh adalah menjalankan efisiensi dalam pembiayaan, modal, kualitas, produktivitas, fungsional dan hasil. akan tetapi, efisiensi jangka pendek (keuangan) tersebut harus memperhatikan atau tanpa mengorbankan tujuan jangka panjang. 2. untuk meningkatkan kinerja pelanggan, segala kebijakan dan tindakan ditjen horti harus orientasi pada kepuasan pelanggan, apalagi menjelang pasar bebas, ada kemungkinan aternatif lain nantinya. 3. untuk kinerja proses internal, diharapkan ditjen horti dapat menata kembali manajemen perusahaannya. bila otonomi telah dijalankan, manajemen korporasi tentunya akan lebih efisien dibandingkan dengan manajemen birokrasi yang ada selama ini. 4. untuk kinerja pembelajaran dan pertumbuhan, diharapkan lebih meningkatkan perhatian pada masalah penelitian dan pengembangan dimana pegawai level bawah (sesuai hasil kuesioner) jarang sekali dilibatkan dalam masalah penelitian dan pengembangan, walaupun dalam konteks hanya sebuah saran. journal the winners, vol. 7 no. 1, maret 2006: 44-56 56 daftar pustaka adizes, ichak. 1988. corporatelifecycle: how and why corporations grow and die and what to do about it. prentice hall. borton, dorothy leonard. 1995. welspring knowledge: building and sustaining the sourses of inovation. harvard business school press. gasperz, vincent. 1997. manajemen kualitas dalam industri jaya. terjemahan. jakarta: pt gramedia pustaka utama. wexley, kenneth n. and garry a. yulk. 1997. orgaizational behavior and pesonel psychology. richard d. irwin inc. microsoft word 03_kusbiantono_hubungan risiko perusahaan.doc journal the winners, vol. 3 no. 2, september 2002: 134-149 134 hubungan risiko perusahaan dan risiko pasar serta pengaruhnya pada tingkat diversifikasi portofolio saham kusbiantono1 abstract this research objectives is to know empirically the connection between market risk and company risk on individual stock and portfolio stock, also the effect on stock diversification on jakarta stock exchange. the result is there is correlation between market risk and company risk on individual stock and portfolio stock. stock portfolio that form from stock with low beta score have smaller company risk compare to stock portfolio that form from stock with high beta score. the bigger number of stock in portfolio, the better diversification level on that portfolio. keywords: company risk, market risk, stock portfolio diversification abstrak penelitian ini bertujuan untuk mengetahui secara empiris hubungan antara risiko pasar dan risiko perusahaan, baik pada saham individual maupun portofolio saham, serta pengaruhnya terhadap diversifikasi saham di bursa efek jakarta. dari hasil penelitian terlihat bahwa terdapat korelasi antara risiko pasar dan risiko perusahaan baik pada saham individual maupun pada portofolio saham. portofolio saham yang dibentuk dari saham dengan nilai beta rendah mempunyai risiko perusahaan lebih kecil bila dibandingkan dengan portofolio saham yang dibentuk dari saham dengan nilai beta tinggi. semakin besar jumlah saham di dalam suatu portofolio, semakin baik tingkat diversifikasi portofolio tersebut. kata kunci: risiko perusahaan, risiko pasar, diversifikasi portofolio saham 1 staf pengajar metodologi penelitian pada kantor diklat prov. dki jakarta & fakultas ekonomi, ubinus, jakarta hubungan risiko perusahaan dengan risiko pasar… (kusbiantono) 135 pendahuluan sebagaimana investasi lainnya, investasi di pasar modal juga mengandung risiko karena dalam dunia nyata tidak ada satupun keputusan yang bebas dari risiko. ada tiga jenis risiko yang harus diperhitungkan apabila pemodal akan melakukan investasi pada saham, yaitu risiko total, risiko pasar, dan risiko perusahaan. risiko total merupakan keragaman (variabilitas) return saham secara individual. oleh karenanya, risiko itu hanya relevan dipertimbangkan apabila pemodal hanya melakukan investasi pada satu saham perusahaan saja. karena umumnya pemodal melakukan investasi pada beberapa atau sekumpulan saham (portofolio saham), risiko pasar merupakan salah satu faktor yang relevan untuk dipertimbangkan. risiko pasar merupakan bagian dari risiko total yang muncul karena faktor makro (kejadian di luar kegiatan perusahaan) yang mempengaruhi semua perusahaan atau industri, seperti inflasi, resesi, dan lain sebagainya. risiko itu tidak dapat dikurangi dengan jalan melakukan diversifikasi saham. oleh karena itu, disebut sebagai nondiversifiable risk atau risiko pasar (market risk) atau risiko umum (general risk). risiko perusahaan merupakan bagian dari risiko total yang timbul karena pengaruh dari faktor mikro yang hanya mempunyai pengaruh pada perusahaan tertentu saja. risiko pasar disebut juga sebagai risiko yang dapat didiversifikasi (diversifiable risk) atau risiko perusahaan (company risk) atau risiko spesifik (specific risk) atau risiko unik (unique risk). karena risiko itu unik untuk suatu perusahaan, yaitu hal yang buruk terjadi di suatu perusahaan dapat diimbangi dengan hal yang baik terjadi di perusahaan yang lain, risiko itu dapat didiversifikasi di dalam portofolio. secara teoritis, antara risiko pasar dan risiko perusahaan dapat dipisahkan tetapi dalam kenyataannya kedua risiko tersebut tidak dapat dipisahkan dengan tegas karena dalam dunia nyata antara perubahan faktor makro dan faktor mikro bukanlah kejadian yang sama sekali tidak berhubungan. perubahan pada faktor makro yang mempengaruhi risiko pasar dapat menimbulkan perubahan pada faktor mikro yang berpengaruh pada risiko perusahaan. menurut model pasar (market model), beta merupakan suatu pengukur volatilitas return suatu saham atau portofolio terhadap return pasar. beta suatu saham mengukur volatilitas return saham tersebut dengan return pasar, sementara beta portofolio mengukur volatilitas return portofolio tersebut dengan return pasar. dengan demikian, beta merupakan pengukur risiko pasar suatu saham atau portofolio relatif terhadap risiko pasar. varian kesalahan residual (residual error) merupakan pengukur risiko perusahaan suatu saham atau portofolio. menurut model pasar, return pasar dan kesalahan residual untuk tiap sekuritas merupakan variabel acak. oleh karena itu, diasumsikan bahwa kesalahan residual tidak berkovarian dengan return pasar. hal tersebut berarti secara teoritis tidak terdapat hubungan (korelasi) antara risiko pasar dengan risiko perusahaan, nilai korelasinya sama dengan nol. hal itu berimplikasi bahwa dalam pembentukan portofolio, besar kecilnya nilai beta saham yang dibentuk ke dalam suatu portofolio tidak mempengaruhi besar kecilnya risiko perusahaan portofolio. dengan perkataan lain, besar kecilnya nilai beta saham yang menyusun suatu portofolio tidak menentukan tingkat diversifikasi suatu portofolio. kenyataan empiris tidak selamanya sejalan dengan kenyataan teoritis. secara empiris, perubahan pada faktor makro yang mempengaruhi risiko pasar dan perubahan faktor mikro yang journal the winners, vol. 3 no. 2, september 2002: 134-149 136 mempengaruhi risiko perusahaan bukanlah dua kejadian yang sama sekali berdiri sendiri. berangkat dari kenyataan tersebut maka masalah penelitian dapat dirumuskan sebagai berikut. 1. apakah secara empiris terdapat hubungan (korelasi) antara risiko pasar dan risiko perusahaan pada saham individual maupun portofolio saham yang dibentuk dari saham yang diperdagangkan di bursa efek jakarta? 2. apakah portofolio saham yang dibentuk dari saham dengan risiko pasar (beta) yang rendah akan terdiversifikasi lebih baik dibandingkan dengan portofolio saham yang dibentuk dari saham dengan nilai beta yang lebih tinggi? 3. apakah ukuran portofolio (portfolio size) dan besar kecilnya beta saham yang membentuk portofolio mempengaruhi tingkat diversifikasi portofolio tersebut? pembahasan landasan teori risiko memiliki sekuritas yang umumnya dikaitkan dengan kemungkinan bahwa realisasi return lebih kecil daripada return yang diharapkan. sumber risiko dapat berasal dari tidak terbayarkannya dividen (bunga) dan atau harga sekuritas yang terbentuk tidak sebagaimana yang diharapkan (fischer dan jordan, 1991). menurut jones (1996), risiko adalah peluang hasil sebenarnya suatu investasi akan berbeda dengan hasil yang diharapkan. kekuatan yang memberi kontribusi atas variasi return, baik itu harga atau dividen (bunga), merupakan elemen risiko. beberapa kekuatan tersebut merupakan pengaruh eksternal perusahaan dan tidak dapat dikontrol. sementara itu, sebagian pengaruh tersebut merupakan faktor internal perusahaan dan karenanya sebagian besar dapat dikontrol. kekuatan eksternal yang tidak dapat dikontrol dan mempunyai pengaruh yang luas disebut sebagai sumber risiko pasar (systematic risk). sebaliknya, faktor internal yang dapat dikontrol dan unik untuk industri dan atau perusahaan disebut sebagai elemen risiko perusahaan (unsystematic risk). menurut fischer dan jordan (1991), risiko pasar merupakan bagian dari total variabilitas return yang diakibatkan oleh faktor yang mempengaruhi semua sekuritas. perubahan ekonomi, politik, dan sosiologi merupakan sumber risiko pasar. akibat perubahan tersebut mengakibatkan harga hampir semua saham individu bergerak bersama dengan arah yang sama. kertonegoro (2000) menambahkan bahwa risiko itu merupakan tingkat risiko minimum yang dapat diperoleh dari portofolio dengan cara diversifikasi lintas sejumlah besar aset yang dipilih secara acak (random). risiko itu merupakan akibat kondisi pasar dan ekonomi umum yang tidak dapat dihilangkan dengan diversifikasi. oleh karena itu, risiko itu disebut juga risiko yang tidak dapat didiversifikasi (undiversifiable) atau risiko pasar (market risk). risiko perusahaan adalah bagian dari risiko total yang bersifat unik untuk suatu perusahaan atau industri. faktor seperti kemampuan manajemen, preferensi pelanggan, pemogokan pegawai, dan sejenisnya merupakan penyebab risiko perusahaan. faktor penyebab risiko perusahaan kebanyakan bersifat independen dari faktor yang mempengaruhi pasar secara umum. karena faktor tersebut hanya berpengaruh pada satu perusahaan, risiko tersebut harus diuji untuk masing-masing perusahaan. risiko itu sering disebut sebagai risiko yang dapat hubungan risiko perusahaan dengan risiko pasar… (kusbiantono) 137 didiversifikasi (diversifiable risk), risiko sisa (residual risk), atau risiko spesifik perusahaan (company specific risk). pemodal dapat membentuk portofolio yang terdiversifikasi dengan baik dan mengeleminasi bagian dari risiko total, yaitu risiko perusahaan. semakin banyak sekuritas yang dimasukkan ke dalam portofolio akan semakin kecil risiko perusahaannya dan risiko total portofolio akan mendekati risiko pasarnya. karena diversifikasi tidak dapat mengurangi risiko pasar, risiko total portofolio tidak dapat ditekan sampai lebih rendah dari risiko total portofolio pasar (jones, 1996). i. pengukuran risiko dalam model indeks tunggal model indeks tunggal yang dikembangkan oleh william sharpe pada tahun 1963 menghubungkan return setiap sekuritas dengan suatu indeks umum. indeks pasar saham umum biasanya dipergunakan untuk kepentingan ini. secara matematis hubungan tersebut dapat dinyatakan dalam persamaan linier sebagai berikut. ri = ai + βi rm ................................................................... (1) ri = return sekuritas i rm = return ideks pasar ai = bagian dari return sekuritas i yang tidak tergantung dengan kinerja pasar βi = konstanta yang mengukur perubahan yang diharapkan dari variabel terikat ri, jika terjadi perubahan pada variabel bebas rm model indeks tunggal membagi return sekuritas menjadi dua komponen, yaitu bagian unik yang direpresentasikan oleh ai, dan bagian yang berhubungan dengan pasar yang direpresentasikan oleh βirm. bagian yang unik merupakan kejadian mikro yang mempengaruhi perusahaan secara individual tetapi tidak semua perusahaan secara umum. bagian yang berhubungan dengan pasar merupakan kejadian makro yang secara luas mempengaruhi semua atau banyak perusahaan. beta di dalam persamaan mempunyai arti penting. beta mengukur sensitivitas suatu saham terhadap pergerakan pasar. parameter ai merupakan bagian dari return yang tidak sensitif (independen) terhadap return pasar. bagian ini dapat dipecah menjadi dua komponen, yaitu αi nilai yang diharapkan dari ai, dan ei yang merepresentasikan elemen acak dari ai maka secara matematis dapat ditulis sebagai berikut. ai = αi + ei ..........................................................................(2) ei mempunyai nilai harapan nol. oleh karena itu, persamaan return sekuritas berdasarkan model indeks tunggal dapat ditulis sebagai berikut. ri = αi + βi rm + ei ..........................................................(3) model indeks tunggal juga dapat dipergunakan untuk menjelaskan diversifikasi portofolio (bodie et.al, 1996). dengan cara yang sama return portofolio dapat dihitung dengan persamaan seperti di bawah. journal the winners, vol. 3 no. 2, september 2002: 134-149 138 rp = αp + βp rm + ep .........................................................(4) salah satu alasan dipergunakannya model indeks tunggal di dalam analisis portofolio adalah untuk mengurangi jumlah variabel yang harus ditaksir. menurut husnan (1994), model indeks tunggal akan mampu mengurangi jumlah variabel yang perlu ditaksir karena untuk portofolio model indeks tunggal, beta portofolio, dan alpha portofolio merupakan rata-rata tertimbang dari beta dan alpha saham yang membentuk portofolio tersebut. ii. model pasar (market model) di samping model indeks tunggal, terdapat bentuk lebih longgar yang banyak digunakan, yaitu model pasar. model itu merupakan bentuk model indeks tunggal dengan batasan yang lebih sedikit. perbedaan kedua model tersebut terletak pada asumsinya. pada model indeks tunggal, diasumsikan bahwa kesalahan residual masing-masing sekuritas tidak berkovarian satu dengan yang lainnya (elton dan gruber, 1994). menurut jogiyanto (1998), asumsi bahwa sekuritas tidak berkorelasi satu dengan yang lainnya membuat risiko perusahaan akan cepat hilang dengan bertambahnya aktiva. akan tetapi, jika kenyataannya sekuritas berkorelasi satu dengan yang lainnya, akibatnya kecepatan menurunnya risiko dengan bertambahnya aktiva akan semakin lambat. dalam model pasar, asumsi tersebut tidak digunakan atau kesalahan residual masingmasing sekuritas dapat saja berkorelasi. kenyataan bahwa sekuritas berkovarian atau berkorelasi satu dengan yang lainnya membuat model pasar lebih realistis. model pasar itu banyak digunakan oleh peneliti pasar modal untuk menghitung abnormal return. iii. pengaruh diversifikasi terhadap risiko portofolio efek pemilihan sekuritas secara acak terhadap risiko portofolio telah diteliti oleh fama (1976). deviasi standar masing-masing sekuritas dihitung menggunakan return bulanan dari bulan juli 1963 sampai dengan juni 1968. hasil penelitian ini menunjukkan bahwa keuntungan diversifikasi dapat dicapai hanya dengan sekuritas yang tidak terlalu banyak, yaitu hanya kurang dari 15 sekuritas sudah dapat mencapai diversifikasi yang optimal. wayne wagner dan sheila lau (1971) meneliti dampak diversifikasi portofolio atas risiko dan hasil rata-rata untuk saham biasa. penelitian dilakukan atas 200 sampel saham yang terdaftar di new york stock exchange (nyse) selama periode 10 tahun. portofolio yang dibentuk terdiri dari 1 sampai 20 saham. dari penelitian ini diperoleh hasil bahwa deviasi standar return menurun dengan kenaikan jumlah saham. rata-rata kurang lebih 40% dari risiko sekuritas tunggal dihilangkan dengan pembentukan portofolio 20 saham yang dipilih secara random. risiko portofolio total menunjukkan penurunan dengan cepat dengan peningkatan portofolio dari 1 menjadi 10 saham. return atas portofolio yang didiversifikasi mengikuti pasar secara ketat. portofolio dengan 20 saham memiliki korelasi 0,89 dengan pasar. evans dan archer (1975) melakukan penelitian dengan membentuk portofolio yang terdiri dari 1 saham sampai 40 saham dari 470 saham yang terdaftar di standard and poor’s index. periode penelitian selama 10 tahun dengan interval pengamatan tengah tahunan. dari penelitian ini didapatkan bahwa variasi risiko perusahaan dapat dikurangi pada saat sekuritas kedelapan hubungan risiko perusahaan dengan risiko pasar… (kusbiantono) 139 ditambahkan ke dalam portofolio. untuk portofolio dengan 40 saham, reduksi risiko pasar menjadi tidak signifikan. hubungan antara risiko pasar dan risiko perusahaan diteliti oleh klemkosky dan martin (1975) terhadap 350 saham yang terdaftar di nyse selama periode juli 1963 sampai dengan juni 1973 dengan model pasar. harga saham yang dipergunakan adalah harga saham bulanan setelah disesuaikan (adjusted) dengan dividen dan pemecahan saham (stock split). dari hasil penelitian tersebut ditemukan bahwa terdapat korelasi yang positif dan signifikan antara koefisien beta portofolio dengan varian residual portofolio untuk setiap ukuran portofolio. derajat korelasi makin meningkat seiring dengan meningkatnya jumlah saham yang terdapat pada portofolio. tingkat diversifikasi antara portofolio beta tinggi dan rendah untuk setiap portofolio berbeda signifikan. portofolio dengan beta tinggi memerlukan jumlah saham yang lebih banyak dibandingkan dengan portofolio beta rendah. priyono (1987) melakukan penelitian serupa di pasar modal indonesia selama periode juli 1980 sampai dengan desember 1985. hasil penelitiannya membuktikan bahwa antara risiko pasar dan risiko perusahaan tidak mempunyai hubungan yang berarti dalam kasus saham secara individual namun mempunyai hubungan yang positif dan cukup berarti dalam kasus portofolio saham. selanjutnya, sudana dan liliana (1994) melakukan penelitian mengenai hubungan risiko pasar dan risiko perusahaan di bursa efek jakarta selama periode januari 1988 sampai desember 1990. sampel yang digunakan terdiri dari 24 perusahaan, sementara return yang dipergunakan adalah return bulanan dengan pendekatan model pasar. dari penelitian tersebut disimpulkan bahwa terdapat korelasi yang positif antara risiko pasar dengan risiko perusahaan tetapi secara statistik korelasi tersebut tidak signifikan. portofolio yang terdiri dari saham dengan nilai beta tinggi diversifikasinya tidak sebaik portofolio yang terdiri dari saham dengan nilai beta rendah atau risiko perusahaan dari portofolio saham dengan nilai beta tinggi lebih besar dari portofolio saham dengan nilai beta rendah. metode penelitian i. metode pengumpulan data penelitian dilakukan terhadap saham perusahaan yang terdaftar di bursa efek jakarta selama rentang waktu januari 1994 sampai dengan desember 1996. jumlah sampel yang terpilih dalam penelitian ini sebanyak 99 saham yang ditetapkan dengan teknik purposive sampling dengan kriteria sebagai berikut. 1. perusahaan yang dalam periode pengamatan (januari 1994 sampai dengan desember 1996) tetap tercatat di bursa efek jakarta. 2. untuk menghindari bias dalam penghitungan beta saham akibat perdagangan tidak sinkron (unsynchronous trading), perusahaan yang sahamnya tidak aktif diperdagangkan (dalam satu tahun terdapat 3 bulan atau lebih tidak ada transaksi) dikeluarkan dari sampel. semua data yang digunakan dalam penelitian ini merupakan data sekunder, yaitu data perusahaan yang tercatat di bursa efek jakarta pada tahun 1994-1996. data tersebut terdiri dari indeks harga saham individual (ihsi) bulanan dan indeks harga saham gabungan (ihsg) bulanan. ii. metode pengolahan dan analisis data journal the winners, vol. 3 no. 2, september 2002: 134-149 140 1. menghitung return bulanan saham individual. return bulanan saham individual dihitung dengan indeks harga saham individual (ihsi) bulanan. ihsi merupakan indikator perubahan harga suatu saham dibandingkan dengan harga perdananya. penggunaan ihsi dalam perhitungan return saham individual dikarenakan di dalam perhitungan ihsi telah dilakukan penyesuaian (adjusted) harga saham karena adanya corporate action yang terdiri dari pemberian saham bonus, dividen saham, dan pemecahan saham (stock split). rumus yang digunakan untuk menghitung return bulanan saham individual sebagai berikut. ri,t = (ihsit+1 ihsit)/ ihsit ............................................ (5) ri,t = return saham i pada periode t ihsit+1 = indeks harga saham individual pada periode t+1 ihsit = indeks harga saham individual pada periode t 2. menghitung risiko total saham individual. untuk menghitung risiko total masing-masing saham, langkah pertama adalah menghitung rata-rata return masing-masing saham selama periode penelitian menggunakan rumus sebagai berikut. n ri= σ (ri,t)/n .................................................................. (6) t=1 risiko total saham individual merupakan varian return saham individual selama periode penelitian. risiko total masing masing saham dapat dihitung menggunakan persamaan di bawah ini. n σi 2 = σ (ri,t ri) 2/(n-1) ..................................................... (7) t=1 t = periode 1,2,3,…………………..36 3. menghitung return pasar bulanan. return pasar bulanan, sebagai proxy portofolio pasar, dihitung dengan indeks pasar, yaitu indeks harga saham gabungan (ihsg) bulanan. return pasar pada periode t dihitung dengan rumus berikut. rm,t = (ihsgt ihsgt-1)/ ihsgt-1 ................................. (8) rm,t = return pasar pada bulan t ihsgt = indeks harga saham gabungan pada bulan t ihsgt-1 = indeks harga saham gabungan pada bulan t-1 sementara itu, varian return pasar selama periode penelitian dihitung dengan rumus berikut. hubungan risiko perusahaan dengan risiko pasar… (kusbiantono) 141 n σm 2 = σ (rm,t rm) 2/(n-1) ................................................ (9) t=1 4. menghitung beta saham individual. dengan model indeks tunggal atau model pasar, beta masing-masing saham dihitung dengan rumus persamaan 3. 5. menghitung risiko perusahaan saham individual. risiko perusahaan masing-masing saham merupakan varian kesalahan residual (residual error) masing-masing saham selama periode penelitian yang dihitung menggunakan rumus berikut. σei 2 = σi 2 βi 2 σm 2 .............................................................. (10) 6. menghitung koefisien korelasi antara risiko pasar dengan risiko perusahaan. hubungan antara risiko pasar dan risiko perusahaan saham individual tercermin pada koefisien korelasi antara beta dan varian kesalahan residual (ei) yang dihitung dengan metode pearson product moment. di samping itu, untuk menghindari bias karena nilai yang ekstrim, korelasi antara beta dan varian kesalahan residual juga dihitung menggunakan spearman rank correlation coefficient. 7. menyusun portofolio saham. sebelum saham dibentuk ke dalam portofolio, saham diurutkan berdasarkan nilai koefisien betanya dari yang terbesar sampai yang terkecil kemudian dibentuk ke dalam portofolio yang berisi n = 2, 3, 4, ......., 10 saham dengan bobot masing-masing saham adalah sama atau berdasarkan rata-rata. jumlah portofolio masing-masing ukuran portofolio diperkirakan adalah 99/n. 8. menghitung risiko pasar dan risiko perusahaan portofolio saham. sebagaimana pada saham individual, risiko pasar dan risiko perusahaan masing-masing portofolio saham dapat dihitung dengan beta dan varian kesalahan residual portofolio saham sebagai berikut. n βp = 1/n σ βi .................................................................. (11) i=1 dan rumus n σp 2 = βp 2 . σm 2 + σ xi 2. σei 2 ..................................... (12) i=1 derajat korelasi antara risiko pasar dan risiko perusahaan diantara portofolio diuji menggunakan product moment correlation dan spearman rank correlation. journal the winners, vol. 3 no. 2, september 2002: 134-149 142 9. membandingkan tingkat diversifikasi diantara portofolio. mengelompokkan beta dari masing-masing ukuran portofolio dalam dua kelompok, yaitu kelompok beta tinggi dan kelompok beta rendah. untuk itu, beta masing-masing ukuran portofolio diurutkan dari yang tertinggi sampai yang terendah kemudian dicari mediannya. setiap portofolio yang mempunyai beta yang lebih tinggi dari median dikelompokkan pada kelompok portofolio dengan beta tinggi dan portofolio yang mempunyai beta lebih rendah dari median dikelompokkan pada kelompok portofolio dengan beta rendah. setiap ukuran portofolio dihitung rata-rata varian kesalahan residual untuk kelompok portofolio dengan beta tinggi dan rata-rata varian kesalahan residual untuk kelompok portofolio dengan beta rendah. tingkat diversifikasi portofolio dilihat dengan membandingkan rata-rata varian kesalahan residual dari kelompok beta tinggi dengan rata-rata varian kesalahan residual dari kelompok beta rendah. makin kecil rata-rata varian kesalahan residual suatu portofolio berarti semakin baik tingkat diversifikasi portofolio tersebut. tingkat diversifikasi portofolio juga dilihat dari besarnya persentase penurunan rata-rata risiko perusahaan portofolio dibandingkan dengan rata-rata risiko perusahaan saham individual penyusun portofolio. semakin besar persentase penurunannya berarti semakin baik tingkat diversifikasi portofolio saham tersebut. analisis i. analisis terhadap risiko total besar kecilnya risiko total suatu saham ditentukan oleh variabilitas return saham yang besangkutan yang diukur dengan varian return-nya. berdasarkan penelitian atas 99 saham perusahaan yang dijadikan sampel dalam penelitian ini, terdapat kisaran varian return (risiko total) yang cukup lebar diantara saham tersebut. saham yang mempunyai risiko total paling tinggi selama periode 1994-1996 adalah saham sorini corp., yaitu sebesar 4,807 dari sektor industri dasar dan kimia. saham dengan risiko total paling rendah adalah saham bank duta, yaitu sebesar 0,0147 yang berasal dari sektor keuangan. tidak terlihat kecenderungan yang menonjol berkenaan dengan hubungan antara risiko total dengan klasifikasi industri. dari 99 saham sampel penelitian, terdapat 12 saham yang mempunyai risiko total tinggi (di atas 100%). dari sektor pertanian, pertambangan, serta transportasi, dan infrastruktur semua sahamnya mempunyai risiko total di bawah satu. ii. analisis terhadap risiko pasar besar kecilnya risiko pasar suatu saham ditentukan oleh dua unsur, yaitu koefisien beta dan varian return pasar. karena varian return pasar dengan proxy indeks harga saham gabungan (ihsg) besarnya sama untuk semua saham, besarnya risiko pasar ditentukan oleh besarnya koefisien beta masing-masing saham. saham yang mempunyai risiko pasar paling tinggi adalah saham polysindo eka perkasa sebesar 0,0171. hal tersebut sesuai dengan kenyataan bahwa saham polysindo eka perkasa mempunyai nilai beta tertinggi diantara 99 saham, yaitu sebesar 1,967. hal itu berarti bahwa perubahan return saham polysindo eka perkasa mempunyai sensitivitas yang tinggi terhadap perubahan return pasar. hubungan risiko perusahaan dengan risiko pasar… (kusbiantono) 143 dari 99 saham yang menjadi sampel penelitian ini, dilihat dari besarnya koefisien betanya maka 18 saham merupakan investasi yang agresif (β>1) dan selebihnya 81 saham merupakan investasi yang defensif (β<1). saham polysindo eka perkasa merupakan saham yang paling agresif dengan koefisien beta 1,967 sedangkan saham branta mulia merupakan saham yang paling defensif dengan nilai koefisien beta 0,0046. kedua saham tersebut termasuk pada sektor aneka industri. menurut model indeks tunggal, harga saham individual berfluktuasi searah dengan harga indeks pasar. hal tersebut berarti juga return saham individual berfluktuasi searah dengan return pasar. dari pengamatan di bursa efek jakarta, terlihat bahwa tidak semua return saham individual bergerak dengan arah yang sama dengan pergerakan return pasar. hal tersebut ditunjukkan dengan adanya saham yang mempunyai nilai beta negatif. dari 99 perusahaan sampel penelitian, 56 saham mempunyai beta dengan nilai positif dan 43 saham mempunyai beta bernilai negatif. apabila saham dengan beta bernilai positif dan negatif dikelompokkan berdasarkan klasifikasi industrinya akan tampak seperti pada tabel 1. dari sebaran jumlah saham beta negatif dan beta positif berdasarkan klasifikasi industri (sektor) yang ditampilkan pada tabel tersebut, tidak terlihat kecenderungan yang menonjol mengenai hubungan antara arah pergerakan return saham individual terhadap return pasar dengan klasifikasi industrinya. tabel 1 jumlah saham dengan beta positif dan negatif menurut sektor sektor beta positif beta negatif jumlah 1. pertanian 2. pertambangan 3. industri dasar dan kimia 4. aneka industri 5. industri barang konsumsi 6. properti dan real estate 7. transportasi dan infrastruktur 8. keuangan 9. perdagangan, jasa dan investasi 1 1 16 9 10 4 7 8 8 8 2 3 4 9 9 1 1 24 17 12 7 4 16 17 total 56 43 99 untuk mengetahui seberapa besar return pendapatan saham individual dipengaruhi oleh return pasar, dilakukan perhitungan korelasi antara return saham individual dengan return pasar (ihsg) selama periode penelitian. dari perhitungan tersebut didapat suatu kisaran yang lebar dari nilai r2 diantara 99 saham sampel penelitian. return saham gudang garam mempunyai tingkat korelasi dengan return pasar yang paling tinggi (r2 = 0,7466) sedangkan saham branta mulia berada pada peringkat yang paling bawah (r2 = 0.0012). secara umum dapat dikatakan bahwa walaupun terdapat korelasi antara perubahan return saham individual dengan perubahan return pasar tetapi secara statistik korelasi tersebut tidak signifikan. journal the winners, vol. 3 no. 2, september 2002: 134-149 144 iii. hubungan risiko pasar dan risiko perusahaan pada saham individual untuk mengetahui bagaimana hubungan antara risiko pasar dan risiko perusahaan, dihitung korelasi antara risiko pasar yang ditunjukkan oleh koefisien beta dan risiko perusahaan masing-masing saham yang ditunjukkan dengan varian kesalahan residual. untuk saham secara keseluruhan (99 saham), berdasarkan perhitungan korelasi dengan metode pearson menunjukkan bahwa dalam periode penelitian, januari 1994 sampai dengan desember 1996, terdapat hubungan yang positif (antara risiko pasar dan risiko perusahaan pada saham individual di bursa efek jakarta). dilihat dari besarnya korelasi tampak bahwa hubungan antara risiko pasar dengan risiko perusahaan tidak signifikan (rp = 0,046). sementara dari hasil perhitungan korelasi menggunakan metode spearman menunjukkan bahwa terdapat korelasi negatif (rs = -0,242) yang secara statistik signifikan (pada level 1%) antara risiko pasar dengan risiko perusahaan. perbedaan arah hubungan dari hasil uji korelasi antara kedua metode tersebut disebabkan oleh sangat berfluktuasinya risiko perusahaan diantara 99 saham individual. hal itu terbukti walaupun perhitungan dengan metode pearson memperlihatkan korelasi yang positif antara risiko pasar dengan risiko perusahaan tetapi perhitungan dengan metode spearman memperlihatkan korelasi yang negatif. perhitungan korelasi dengan metode spearman, baik nilai risiko pasar maupun risiko tidak sitematis, telah dikonversikan ke dalam ranking sehingga nilai ektrim telah dieleminir. untuk kelompok saham beta positif (56 saham), dari perhitungan korelasi antara risiko sitematis (beta) dengan risiko tidak sitematis diperoleh rp = 0,221 dan rs = 0,088. dari dua uji korelasi tersebut terlihat bahwa untuk kelompok saham dengan nilai beta positif terdapat korelasi positif antara risiko sitematis dan risiko perusahaan. untuk korelasi dengan uji pearson, secara statistik nilai korelasi antara risiko pasar dan tidak risiko perusahaan signifikan pada level 5%. hal itu berarti bahwa selama periode penelitian faktor makro yang berpengaruh pada semua perusahaan mulai berpengaruh secara nyata terhadap kinerja perusahaan secara spesifik. iv. hubungan risiko pasar dan risiko perusahaan pada portofolio saham sebagaimana pada kasus saham individual, hubungan antara risiko pasar dan risiko perusahaan yang serupa diduga juga akan terjadi pada kasus portofolio saham. untuk melihat hal tersebut, beta portofolio saham diregresikan dengan varian residual masing-masing portofolio menggunakan uji korelasi pearson product moment dan spearman rank correlation. dari tabel 2 terlihat bahwa untuk portofolio saham yang dibentuk dari kelompok 99 saham, hasil uji korelasi product moment antara risiko pasar dan risiko perusahaan memperlihatkan korelasi yang positif. untuk ukuran portofolio dengan jumlah saham 4, 5, 6, 8, dan 10 secara statistik korelasinya signifikan pada level 5%. sementara dengan uji spearman rank, untuk ukuran portofolio dengan jumlah saham 2, 3, 4, dan 6 memperlihatkan korelasi yang negatif antara risiko pasar dengan risiko perusahaan. hubungan risiko perusahaan dengan risiko pasar… (kusbiantono) 145 tabel 2 ringkasan hasil uji korelasi antara risiko pasar dan risiko perusahaan menurut ukuran portofolio dibentuk dari 99 saham dibentuk dari 56 saham ukuran portofolio jumlah portofolio rp rs jumlah portofolio rp rs 2 3 4 5 6 7 8 9 10 49 33 24 19 16 14 12 11 9 0,121 0,057 0,258* 0,315* 0,339* 0,158 0,426* 0,159 0,357* -0,100 -0,160 -0,129 0,126 -0,044 -0,099 0,168 0,136 0,334 28 18 14 11 9 8 7 6 5 0,335** 0,284* 0,479** 0,366** 0,467** 0,385** 0,586** 0,385** 0,467** 0,290 0,112 0,437 0,236 0,067 0,024 0,429 0,371 0,257 keterangan : rp = korelasi pearson * = signifikan pada level 5% rs = korelasi spearman ** = signifikan pada level 1% untuk portofolio saham yang dibentuk dari 56 saham dengan nilai beta positif, terlihat bahwa hasil uji korelasi dengan pearson product moment (rp) maupun spearman rank correlation (rs), antara risiko pasar dan risiko perusahaan menunjukkan korelasi positif. perhitungan korelasi dengan metode pearson secara statistik menunjukkan signifikan pada level 1% untuk semua ukuran portofolio, kecuali portofolio 3 saham yang signifikan pada level 5%. dari hasil penelitian tersebut dapat disimpulkan bahwa terdapat korelasi positif antara risiko pasar dengan risiko pasar pada portofolio saham yang dibentuk dari kelompok 56 saham. karena secara statistik korelasi tersebut signifikan, hal itu berarti bahwa perubahan risiko perusahaan dapat dijelaskan dengan baik oleh perubahan risiko pasar. v. pengaruh beta terhadap proses diversifikasi portofolio menurut klemkosky dan martin (1975), diversifikasi dapat mempengaruhi risiko perusahaan dalam dua cara. pertama, dengan asumsi masing-masing saham dalam portofolio mempunyai bobot yang sama, risiko perusahaan akan menurun secara proporsional berbanding terbalik dengan jumlah saham yang menyusun portofolio. kedua, jika portofolio disusun dari daftar saham yang telah diurutkan dari beta tinggi sampai dengan beta yang rendah, risiko perusahaan cenderung menurun karena nilai rata-rata risiko perusahaan akan menurun dengan penambahan saham yang mempunyai beta lebih rendah. tabel 3 di bawah memperlihatkan hubungan antara ukuran portofolio dengan rata-rata risiko perusahaannya. untuk portofolio saham yang dibentuk dari 99 saham, secara umum terlihat penurunan rata-rata risiko perusahaan seiring dengan peningkatan ukuran portofolio. semakin menurunnya risiko pasar suatu portofolio berarti semakin baik tingkat diversifikasi portofolio tersebut. untuk memperlihatkan hal tersebut, pada kolom keempat ditampilkan persentase penurunan risiko perusahaan portofolio terhadap rata-rata risiko perusahaan saham individual penyusun portofolio yang bersangkutan. dari tabel tersebut terlihat bahwa persentase penurunan risiko perusahaan secara umum meningkat sejalan dengan besarnya ukuran portofolio. jika pada journal the winners, vol. 3 no. 2, september 2002: 134-149 146 portofolio dengan 2 saham risiko perusahaan menurun 51% dibandingkan rata-rata risiko perusahaan saham individual penyusun portofolio maka pada portofolio dengan 10 saham risiko perusahaannya mengalami penurunan sampai 90,46%. hal itu berarti bahwa semakin besar jumlah saham yang dimasukkan ke dalam portofolio maka akan semakin baik tingkat diversifikasi portofolio tersebut. untuk portofolio 4 saham, mempunyai penurunan risiko perusahaan sebesar 86,95% dibandingkan dengan rata-rata risiko perusahaan saham individual penyusun portofolio. angka tersebut lebih besar dibandingkan dengan portofolio 5 saham, 6 saham, 7 saham, dam 8 saham. hal tersebut terjadi karena pada portofolio 4 saham terdapat beberapa portofolio yang mempunyai baik risiko total maupun risiko pasar yang sangat kecil. akibatnya, rata-rata risiko tidak sitematisnya jauh lebih kecil daripada rata-rata risiko perusahaan saham individual penyusunnya. tabel 3 pengaruh ukuran portofolio dengan tingkat diversifikasi portofolio dibentuk dari 99 saham dibentuk dari 56 saham ukuran port. jumlah port. rata-rata rts penurunan rts (%) jumlah port. rata-rata rts penurunan rts (%) 2 3 4 5 6 7 8 9 10 49 33 24 19 16 14 12 11 9 0,20404 0,13899 0,05435 0,07740 0,06513 0,05830 0,08781 0,04806 0,03972 51,00 66,62 86,95 81,42 84,36 86,00 78,91 88,46 90,46 28 18 14 11 9 8 7 6 5 0,23061 0,15850 0,06195 0,09937 0,07925 0,06589 0,05765 0,05600 0,04336 50,00 65,64 86,67 79,69 82,82 85,71 87,50 87,86 90,60 sementara itu, untuk kelompok portofolio saham yang dibentuk dari 56 saham yang semuanya mempunyai beta positif, secara umum terlihat bahwa rata-rata risiko perusahaannya mengalami penurunan sejalan dengan peningkatan ukuran portofolio. hal tersebut juga dapat dilihat dari besarnya persentase penurunan risiko perusahaan portofolio dibandingkan dengan ratarata risiko perusahaan saham individual penyusun portofolio. hal itu berarti bahwa semakin besar jumlah saham yang terdapat dalam portofolio, makin baik tingkat diversifikasi portofolio saham tersebut. kenyataan tersebut berlaku baik untuk portofolio saham yang dibentuk dari kelompok 99 saham maupun untuk portofolio saham yang dibentuk dari kelompok 56 saham. besarnya persentase penurunan risiko perusahaan portofolio dibandingkan dengan rata-rata risiko perusahaan saham individual penyusun portofolio pada berbagai ukuran portofolio juga tidak memperlihatkan perbedaan yang nyata antara dua kelompok tersebut. untuk melihat perbandingan tingkat diversifikasi antara portofolio yang dibentuk dari saham yang mempunyai beta rendah dan beta tinggi dari berbagai ukuran portofolio selama periode pengamatan, disajikan hubungan antara ukuran portofolio dengan risiko perusahaan masing-masing portofolio pada tabel 4. kolom ketiga dan keempat tabel di atas masing-masing hubungan risiko perusahaan dengan risiko pasar… (kusbiantono) 147 merupakan kumpulan rata-rata risiko perusahaan dari kelompok beta rendah (rts rendah) dan rata-rata risiko perusahaan dari kelompok beta tinggi (rts tinggi) untuk portofolio saham yang dibentuk dari 99 saham. kumpulan rts rendah dan rts tinggi untuk portofolio saham yang dibentuk dari 56 saham dikumpulkan pada kolom keenam dan ketujuh. tabel 4 hubungan antara ukuran portofolio dengan risiko perusahaan dari portofolio beta rendah dan portofolio beta tinggi dibentuk dari 99 saham dibentuk dari 56 saham ukuran portofolio jumlah portofolio rtsr rtst jumlah portofolio rtsr rtst 2 3 4 5 6 7 8 9 10 49 33 24 19 16 14 12 11 9 0,19667 0,12086 0,03829 0,05805 0,04864 0,04793 0,03648 0,03853 0,02612 0,24433 0,16326 0,07040 0,10195 0,08163 0,06866 0,06108 0,05664 0,05384 28 18 14 11 9 8 7 6 5 0,15315 0,11384 0,04044 0,06648 0,05709 0,04376 0,02566 0,04429 0,02854 0,30808 0,20317 0,08345 0,12872 0,10947 0,08802 0,08211 0,06772 0,05819 keterangan : rtsr = rts dari portofolio saham beta rendah rtst = rts dari portofolio saham beta tinggi dari tabel 4 terlihat bahwa portofolio saham yang disusun dari saham beta rendah selalu mempunyai risiko perusahaan yang lebih rendah dibandingkan dengan portofolio saham yang disusun dari saham beta tinggi, baik itu pada portofolio saham yang dibentuk dari kelompok 99 saham maupun pada portofolio saham yang dibentuk dari kelompok 56 saham. hal tersebut terjadi karena ada korelasi antara risiko pasar dengan risiko pasarnya sebagaimana dikemukakan dalam pembahasan sebelumnya dan itu berimplikasi bahwa besar kecilnya risiko pasar (beta) saham penyusun akan mempengaruhi besar kecilnya risiko perusahaan portofolio saham yang bersangkutan. oleh karena itu, dapat disimpulkan bahwa portofolio saham yang disusun dari saham beta rendah akan terdiversifikasi lebih baik dibandingkan dengan portofolio saham yang disusun dari saham beta tinggi. selanjutnya, dari tabel yang sama juga terlihat bahwa untuk mencapai tingkat diversifikasi yang kurang lebih sama, portofolio saham yang dibentuk dari saham dengan beta tinggi akan memerlukan jumlah saham yang lebih banyak dibandingkan dengan portofolio saham yang disusun dari saham dengan beta rendah. sebagai contoh, dalam kasus portofolio saham yang dibentuk dari kelompok 56 saham, untuk ukuran portofolio 3 saham dari yang dibentuk dari beta rendah mempunyai rata-rata risiko perusahaan sebesar 0,11384. jika pemodal ingin membentuk portofolio saham dari saham beta tinggi dengan harapan mempunyai risiko perusahaan yang mendekati portofolio 3 saham, pemodal tersebut memerlukan 5 saham. dari tabel di atas untuk ukuran portofolio 6 saham mempunyai rata-rata risiko perusahaan sebesar 0,12872. journal the winners, vol. 3 no. 2, september 2002: 134-149 148 penutup simpulan 1. dari 99 saham yang dijadikan sampel dalam penelitian ini, 43 saham mempunyai pergerakan perubahan return yang berlawanan arah dengan pergerakan return pasar (ihsg) selama periode penelitian. selebihnya, 56 saham mempunyai pergerakan perubahan return yang searah dengan pergerakan perubahan return pasar. 2. dengan uji korelasi metode pearson, memperlihatkan korelasi positif antara risiko pasar dan risiko perusahaan diantara saham individual dari kelompok 99 saham. dengan uji korelasi metode spearman memperlihatkan korelasi negatif antara risiko pasar dan risiko perusahaan. 3. untuk kelompok 56 saham (beta positif), terdapat korelasi positif antara risiko pasar dan risiko perusahaan diantara saham individual baik menggunakan uji korelasi metode pearson maupun spearman. 4. uji korelasi dengan metode pearson menunjukkan bahwa terdapat korelasi positif antara risiko pasar dan risiko perusahaan diantara portofolio saham yang dibentuk dari kelompok 99 saham. dengan uji korelasi spearman, 5 portofolio memperlihatkan korelasi negatif dan 4 portofolio memperlihatkan korelasi positif. 5. untuk portofolio saham yang dibentuk dari 56 saham, terdapat korelasi positif antara risiko pasar dan risiko perusahaan diantara portofolio saham tersebut baik menggunakan uji korelasi pearson maupun spearman. 6. portofolio saham yang dibentuk dari saham dengan nilai beta rendah akan terdiversifikasi dengan lebih baik dibandingkan dengan portofolio saham yang dibentuk dari saham dengan nilai beta tinggi. 7. ukuran portofolio saham mempengaruhi tingkat diversifikasi portofolio saham yang bersangkutan. semakin besar jumlah saham didalam suatu portofolio, semakin baik tingkat diversifikasi portofolio tersebut. untuk mencapai tingkat diversifikasi yang sama, portofolio saham yang dibentuk dari saham dengan beta tinggi memerlukan jumlah saham yang lebih banyak dibandingkan dengan portofolio saham yang dibentuk dari saham dengan beta rendah. daftar pustaka blume, marshall e. 1971. “on the assessment of risk.” the journal of finance. no 1. vol. xxvi. march. hlm. 1-10. ______________. 1975. “betas and their regression tendencies.” the journal of finance. no. 3. vol. xxx. hlm. 785-795. bodie, zvi, alex kane, and alan j. marcus. 1996. investments. third edition. chicago: irwin. elton, edwin j. and martin j. gruber. 1994. modern portfolio theory and investments analysis. fourth edition. singapore: john wiley & sons. hubungan risiko perusahaan dengan risiko pasar… (kusbiantono) 149 evan, john l and stephen h. archer. diversification and the reduction of dispersion: an empirical analysis. the journal of finance. december. 1968. hlm. 761-767. fischer, donald e. and ronald j. jordan. 1991. security analysis and portfolio management. fifth edition. englewood cliffs. new jersey: prentice hall. husnan, suad. 1994. dasar-dasar teori portofolio dan analisis sekuritas. edisi kedua. yogyakarta: upp amp ykpn. jogiyanto, h.m. 1998. teori portofolio dan analisis investasi. edisi pertama. yogyakarta: bpfe. jones, charles, p. 1996. investments analysis and management. fifth edition. new york: john wiley & sons, inc. kertonegoro, sentanoe. 2000. pasar uang pasar modal. jakarta: yayasan tenaga kerja indonesia (ytki). klemkosky, robert c dan john d. martin. 1975. “the effect of market risk on portfolio diversification.” the journal of finance. no. 1. vol. xxx. march. hlm. 147-153. priyono, imam. 1987. “risiko pasar dan proses peragaman saham yang diperdagangkan di bursa efek jakarta.” skripsi sarjana fakultas pascasarjana universitas gajah mada. yogyakarta. pudjiastuti, enny dan suad husnan. 1993. “konsistensi beta: pengamatan di bursa efek jakarta.” usahawan. no. 12. th xxii. desember. scholes, myron dan joseph williams. 1977. “estimating betas from nonsynchronous data.” journal of financial economics. vol. 5. hlm. 309-327. schwendiman, carl j dan george e. pinches. “an analysis of alternative measure of investment risk.” the journal of finance. no. 1 vol. xxx. march. 1975. hlm. 193-200. sudana, made dan liliana. 1994. “hubungan resiko sistematis dengan resiko tidak sistematis dan implikasinya pada pembentukan portfolio saham: studi di bursa efek jakarta 19881990.” majalah ekonomi. no. 12 th iii. wagner, wayne h dan sheila lau. 1971. “the effect of diversification on risk.” financial analysts journal. november-december. hlm. 259-277. vol. 19 no. 2 september 2018 economic, business, management, and information system journal winnersthe journal p-issn 1412-1212 e-issn 2541-2388 editor in chief rudy aryanto management department, bina nusantara university, indonesia managing editors arta moro sundjaja information system department, bina nusantara university, indonesia noerlina information system department, bina nusantara university, indonesia national editor board engkos ahmad kuncoro management department, bina nusantara university, indonesia idris gautama so management department, bina nusantara university, indonesia yasintha soelasih management department, atmajaya university, indonesia levyda levyda management department, sahid university, indonesia agus zainul arifin management department, tarumanegara university, indonesia language and layout editor dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat haryo sutanto bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winner focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been indexed by academic research index (research bib), science and technology index (sinta), microsoft academic search, indonesian publication index (ipi) bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl.kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: asundjaja@binus.edu, hsutanto@binus.edu, thewinner@binus.edu, http://journal.binus.ac.id/index.php/winners contents sari apriza; ami fitri utami firms’ dynamic capabilities: a case of indonesian telecommunication company ................................... 69-76 dotty wimpertiwi international entrepreneurship as development of entrepreneurship education: a study case of asean economic community countries ..................................................................................... 77-83 hariyatno; dotty wimpertiwi; isanawikrama; adhi bawono ease of online ojek service grows consumer loyalty .................................................................... 85-94 cut irna setiawati; abi atarita failure factors among young entrepreneurs in higher education institution: a study from telkom university.. 95-109 ina melati; teddy indira budiwan; raden ajeng aryanti wardaya puspokusumo segmentation map, consumer preference, and price determination appropriate for wedding organizer business in jakarta ................................................................................. 111-117 index .... ......................................................................................................................... 119-122 journal p-issn 1412-1212 e-issn 2541-2388 vol. 19 no. 2 september 2018 economic, business, management, and information system journal winnersthe economic liberalization in nepal …… (raghu bir bista) 33 economic liberalization in nepal: determinants, structure, and trends of fdi raghu bir bista department of economics, tribhuvan university, nepal bista3@hotmail.com abstract this research examined the relationship between foreign direct investment (fdi) and gross domestic product (gdp) along with the impact of fdi determinants on fdi inflow in nepal. this research used literature review by doing multiple regression models. this research applied an econometric model based on cobb douglas production model and a theoretical growth model based on solow growth. the result indicates the positive relationship between gdp and fdi. furthermore, liberalization and privatization policies are positive, but insecurity is disturbing. keywords: gross domestic product, gdp, economic liberalization, foreign direct investment, fdi introduction in the 1990s, there was an open development policy debate on how to develop countries with higher economic growth and how to tackle major economic issues, such as unemployment and poverty under resource constraint. behind this development thinking, there was the expectation of the people and problem of critical subsistence households. as its economic cure, nepal adopted economic liberalization to minimize public expenditure burden of lost public enterprises, mobilize private savings, investments, and fdi (foreign domestic investment) as well as to meet multilateral donors conditions of economic reform. despite controversy on economic liberalization and privatization process, all sectors were liberalized for private and foreign investment through industrial and foreign direct investment (fdi) policy of 1992 (hmg, 1993), except for a few national sensitive areas. in addition, fiscal barriers in international trade and market competition inside the country were well-tuned through value added tax (vat) introduction under fiscal reform (mof, 1995). nepal did trade liberalization, despite the non-compatibility bilateral trade treaty. consequently, economic liberalization was adopted for fdi inflow. there is policy logic behind fdi inflow for technology and knowledge inflow, management transfer and extension of export destinations, along with domestic market competition in labor market, good market, and money market. the issue is whether the policy logic is realized in reality, in ex-ante, or not at all. this research deals with this issue. the research’s main objective is to estimate the impact of liberalization on fdi inflow in nepal and the effect of fdi inflow in gdp. in addition, the research analyzes the structure and trend of fdi inflow in nepal. this is followed by an econometric model. its data sets are time series and secondary sources. economic liberalization has no regulation in the market. in other words, the government leaves economic activities (investment, production, and distribution) in the market with the assumption of the fair and free price mechanism and competition. how compatible this approach is in a developing country like in nepal, where markets of labor, goods, and money are imperfect under natural monopoly, social justice, and welfare of mass people, is a serious issue to be addressed. thus, the debate on this issue is 34 journal the winners, vol. 18 no. 1, march 2017: 33-41 going on. some literature is critical on its positive impact on the argument of the imperfect market and irrational consumers. however, policy literature has expected positive effect from economic liberalization and fdi. npc (1992) and industrial policy of 1995 provide arguments behind it, which are (1) nepal has surplus and the cheapest labor with comparative advantage to fdi firm, (2) there is accessibility to indian market, (3) there is no regulation of currency convertibility and share equity in fdi, (4) nepal does not have higher corporate tax and strictness on direct tax, (5) nepal provides fiscal safeguards to fdi firms in rural areas, (6) there are open economic sectors for fdi and nature of fdi, and (7) there are various resource potential areas such as water resources and tourism. this expectation is supported by the economic theory of the firm. the comparative advantage of cheapest labor can reduce the marginal cost of product and substitutability potentials between factors of production. as a result, it would be an excessive marginal benefit for fdi firm. although fdi firms are naturally profit motive, direct and indirect positive impact of the firms is expected. policy literature provides arguments behind it; they are (1) entry of fdi firms in nepal will bring technology, knowledge, brand, and management along with the scale, quality, and quantity. (2) demonstration effect of fdi firm will motivate the domestic firms to adopt and explore technology and management, improving scale, quality, and competition. (3) the entrance of fdi firms will increase market competition in the domestic market and competitive capacity in the international market. (4) export destination and volume will be intensified. and (5) there is a great prospect of developing labor and money market. besides that, the subsequence of export promotion, market competition, and fdi inflow will be positive on fiscal potentials, employment creation, reduction of trade deficit, competitive price of qualified goods, availability of various goods, and consumer decisions. theory of firm in microeconomics explains the firm as a profit motive. in order to make the profit, the firm has two problems, profit maximization, and cost minimization, which depend on the types of market. in economic liberalization, there is a possibility of transformation from the monopoly market to perfect market. products’ price depends on the demands of consumers, substitutability, and competition. the firm can only minimize the cost of production through factors production and scale of production. however, in developing countries, the fdi firm behaves like a monopolist which has no positive impact. vast literature supports this argument. some literature finds fdi firm bigger than government and tax manipulator. moreover, some literature also finds no corporate responsibility of the firm. in nepal, there are a few kinds of literature who study the impact of fdi such as bista (2005), dahal, nepal, amd aryal (2005), and rana & pradhan (2005). bista (2005) and dahal, nepal, and aryal (2005) found the positive impact of fdi in nepalese economy, but with different methods. bista (2005) examined effects of fdi in nepal through case study method. his result was the positive effect of fdi on employment, local development, csr (corporate social responsibility), and economic growth, despite small inflow of fdi. however, the study has not dealt with fdi’s effect on industrial productivity. on the other hand, dahal, nepal, aryal (2005) found poverty linkage of fdi. similarly, rana & pradhan (2005) suggested the requirement of fdi performance measurement. statistics of fdi from unctad 2016 provides fdi inflow trend picture. aggregate fdi inflow in the region tends to incline to the trend with significant growth. in regional disaggregate fdi flow by country, there are heterogeneous trends. for example, in bangladesh, fdi inflow trend line is found inclining with higher growth rate per annum. furthermore, the size of fdi is also significant. however, in nepal, fdi inflow trend line is fluctuating and declining trend with negligible size. this nepalese fdi inflow is the opposite of south asian fdi trend. while fdi trend in nepal, policy expectation, and delivery reality are two different sides of a coin but have a consequential move relationship between them. the delivery reality of fdi, which is the reflection of fdi policy and expectation, is illustrated by fdi size, trend, and structure. these three indicators explain whether economic liberalization and fdi policy are able to deliver policy thrust. they economic liberalization in nepal …… (raghu bir bista) 35 also explain whether the policy is effective to attract fdi as required and as expected, as well as where we are at the regional and international level. the expectation of policy literature on fdi inflow is not supported by the size of fdi inflow in nepal. in accordance with wbi in gould, tan, and emamgholi (2013), the fdi size is less than 1 % in south asia. when we observe its gdp size, it is negligible, despite labor surplus and comparative advantage. the economic situation in nepal indicates deserving country for it, like other developing countries. the direction of fdi in the world is market driven rather than deserving country. what to do in the condition of possible fdi shock, its investment and technological multiplier effects may puzzle the policy maker. figure 1 fdi trend figure 2 fdi in trend 0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0 180.0 fdi cumulated fdi 4.1 6.0 3.8 13.8 4.8 22.224.020.016.714.2 31.0 12.117.9 27.6 13.4 26.132.3 98.1 62.6 91.0 100.5 71.4 260.6 201.1 0.0 50.0 100.0 150.0 200.0 250.0 300.0 1 9 9 1 1 9 9 2 1 9 9 3 1 9 9 4 1 9 9 5 1 9 9 6 1 9 9 7 1 9 9 8 1 9 9 9 2 0 0 0 2 0 0 1 2 0 0 2 2 0 0 3 2 0 0 4 2 0 0 5 2 0 0 6 2 0 0 7 2 0 0 8 2 0 0 9 2 0 1 0 2 0 1 1 2 0 1 2 2 0 1 3 2 0 1 4 fdi in trend ( nrs in billion) 36 journal the winners, vol. 18 no. 1, march 2017: 33-41 the trend of fdi inflow in nepal from 1982 to 2007, and further to 2014 is unexpectedly reflected in a fluctuating line (figure 1 and 2). in order to analyze the figures further, it can be divided into economic reform i from 1982 to 1990 and economic reform ii from 1990 to 2007 and then 2014. the results from doing that show that fdi inflow in period i is inclining trend but period ii is fluctuating in the beginning, and then declining. economic reform ii can further be divided into two time periods (1) normal from 1990 to 1995, and (2) insurgency from 1996 to 2007 (figure 1). in the normal period, fdi trend is fluctuating, despite having adopted liberalization and privatization policy along with business environment and government commitment. it can be expected during the insurgency period. however, the overall trend of fdi inflow in nepal indicates something wrong and is quiet reverse with the inflow in south asia which is an inclining trend line. fdi structure is an important indicator to understand which types of fdi firms and fdi mother countries are interested in which sectors. this preference of fdi firms is co-integrated with national policy priority and whether this pattern of fdi structure is an optimal condition to nepal. it can be seen in the structure from mother countries, sector, and manufacturing sector. in fdi mother countries, there is heterogeneity of approximately 37 countries (developed and neighbor countries). major mother countries include india, china, usa, japan, france, south korea, and the uk. among them, neighbor countries such as india and china, have the most fdi source for nepal. then, it is followed by usa, south korea, japan, uk, and france (figure 3). thus, fdi incidence of india and china is relatively higher in nepal. how beneficial these countries’ fdi is in order to meet national expectation, may be a serious issue. figure 3 fdi mother countries nepal has the potential for water resources and tourism, but the largest fdi firms are coming into manufacturing sector and then followed by tourism, service, etc. except in manufacturing, tourism, and service sector, fdi inflow in construction, electricity, and agriculture is negligible; having only 2% or less than 2% (figure 4). this sector structure indicates two major attractions which are comparative benefits of nepalese labor and market access in both india and china under trade treaty preference. thus, fdi in the sector seems to be market driven as well as profit driven. 46% 12% 7% 5% 4% 3% 2% 21% fdi mother countries (%) india china usa s.korea japan uk france others (31 countries) economic liberalization in nepal …… (raghu bir bista) 37 figure 4 fdi in sectors (%) when further classify manufacturing sectors, there are eight major areas (1) textile and rea garment, (2) chemical and pl. product, (3) food beverage and tobacco, (4) fabric metal, (5) basic metal product, (6) paper and p. product, (7) non-met mi product, and (8) wood & wood product. fdi incidence is heterogeneous within manufacturing sector in which textile and rea garment receive the largest share, followed by chemical and pl. product, food beverage and tobacco, and fabric metal (figure 5). all these manufacturing sectors are value-added industries which are more domestic centered than export, except for textile and garment. in the case of textile and garment, fdi from india and china come to get us and germany textile quota trade facility. therefore, fdi inflow needs the reason to come into nepal. figure 5 fdi in manufacturing sector (%) methods there are kinds of literature (ahluwalia, 1991; pushpangadan & balakrishnan, 1994; goldar, 2002; rao, 1996; and trivedi, prakash, and sinate, 2000) that estimate the total factor productivity of industrial sector at different industrial or firm levels through parametric and non-parametric approach along with econometric models. this research is similar to those kinds of literature in total factor 34% 18%17% 12% 6% 5% 4% 2% 3% fdi in manufacturing sector(%) textile & rea. garment chem & pl. product food beverage & tobacco fabric metal basic metal product paper & p.product non-met mi product wood & wood product other manufacturing units 49% 24% 22% 2% 2% 1% 0% fdi in sectors (%) manufacturing tourism service industries construction electricity, water & gas agriculture &forestry mineral 38 journal the winners, vol. 18 no. 1, march 2017: 33-41 productivity growth aspect but is different in the aspect of country and character of the industry. this research uses an econometric model based on cobb douglas production model and a theoretical growth model based on solow growth. this research uses the econometric model. let us suppose there is a functional relationship between gdp, fdi, and export in economic liberalization policy environment. this relationship can be illustrated by econometric model to estimate whether fdi affects gdp. if gdp is a dependent variable and fdi, export, gdp ratio, privatization, and liberalization dummies an independent variable. then, the model is: gdp =α+β1fdi+β2export/gdp ratio +β3d1+β4d2+e (1) the reason why fdi comes in nepal is a curious issue. this can be examined on the basis of the assumption that passes fdi and policy environment effect on fdi inflow. let us consider fdi as a dependent variable and fdi (t-1) as well as dummy (policy environment) as independent variables. then, its econometric model is: fdi (t) =𝜆+δ1gdp +µ1d1+µ2d2+µ3d3+e (2) in addition, it can also be assumed that fdi (t-1), gdp (t-1), policy environment, and security effect on fdi inflow in the country. let us consider fdi as a dependent variable and fdi (t-1), gdp (t-1), and dummy (policy environment and security) as independent variables. then, its econometric model is: fdi (t) =𝜆+δ1gdp (t-1) +δ2fdi (t-1) +µ1d1+µ2d2+µ3d3+e (3) data sets of fdi, rgdp, and export are used in the research. the secondary sources, world bank investment report and department of industry in nepal are used for data sets of these variables. data sets from 1982 to 2007 are collected for the research. in order to cross check and get supplementary information, fncci and cni websites are also used. this research follows those studies on the impact of fdi. however, this is different in the aspect of its data sets, methods, and models. this research examines the impact of fdi based on the secondary data using econometric models. the estimation of fdi coefficients can be seen from the dataset of econometric models includes three variables in which gdp(y) is a dependent variable and fdi, export, and gdp ratio, as well as dummies (liberalization and privatization), are independent variables. the relationship between gdp, fdi, export, and gdp ratio as well as liberalization and privatization policy is curiosity. in this research, the author focuses on three questions (1) what would fdi contribute to gdp of the country through estimation of the coefficient of fdi? (2) what would export–gdp ratio effect on gdp be? (3) what would liberalization dummy and privatization dummy contribute to gdp of the country? this research uses time series aggregation database of gdp, fdi, and export gdp ratio from 1982 to 2007. it quantitatively answers the first question from the econometric model after estimations of coefficients of fdi, export-gdp ratio, liberalization, and privatization dummy. from this model, the effects of fdi on gdp can be interpreted through the estimated coefficients of fdi. the estimation of fdi determinant coefficients can be seen from the dataset of theoretical models includes three variables: fdi (t), fdi (t-1), gdp (t-1), liberalization (dummy), and insecurity (dummy). this model estimates the determinant of fdi through estimation of coefficients fdi (t-1), gdp (t-1), liberalization (dummy), and insecurity (dummy). this is done in order to understand the dependency of fdi inflow in nepal. the focuses of this research are (1) what would be the unknown coefficient of fdi (t-1) to understand how much fdi depends on it? (2) what would be the unknown coefficient of gdp (t-1) to understand how much fdi depends on gdp? (3) what would be the economic liberalization in nepal …… (raghu bir bista) 39 unknown coefficient of liberalization policy to understand how much liberalization attracts fdi? (4) what would be the unknown coefficient of insecurity? from the econometric model, all of the unknown values can be gathered. thus, the answer of the fdi determinants in nepal can be interpreted. results and discussions table 1 presents the mean and standard deviations of key variables used in the econometric model. in column 1, there are three key variables such as gdp as a dependent variable as well as fdi and export-gdp ratio as independent variables. there are also dummy one (liberalization) and dummy two (privatization). standard deviations of these variables from mean are insignificant so far. thus, mean of these variables properly represents the time series data of gdp, fdi, and export-gdp ratio which is collected from the secondary source. table 1 mean and standard deviations: real gdp, fdi, and export-gdp ratio variables 1982-2007 real gdp 2494,024 (269,65) fdi 5,90 (1,093) export-gdp ratio 0,102 (0,011) table 2 provides the results of the regression of dependent variable, gdp, on two independent variables, fdi and export-gdp ratio as well as dummies: d1 (liberalization) and d2 (privatization). there are five parameters; they are α, β1, β2, β3, and β4. in the results of regression, parameter α represents constant, β1 marginal change of fdi, β2 marginal change of export gdp ratio, β3 marginal change of d1, and β4 marginal change of d2. table 2 results of regressions of real gdp(y), fdi, export/gdp, d1 (1=lib), and d2 (1=priv) dependent variable: average real gdp(y) regressor 1 2 3 4 5 constant 648,269 (228,76) fdi 0,50 (29,06) export/gdp 6604,33 (3113,93) d1(1=liberalization, 0=other) 1387,86 (554,22) d2(1=privatization, 0=other) 571,87 (450,37) table 3 reveals the results of the econometric model in which fdi (t) is dependent, meanwhile fdi (t-1) and gdp (t-1), as well as d1 (liberalization) and d2 (insecurity), are independent. there are five unknown parameters: α, β1, β2, β3, and β4. in the results of regression, parameter α represents constant, β1 marginal change of fdi (t-1), β2 marginal change of gdp (t-1), β3 marginal change of d1, and β4 marginal change of d2. 40 journal the winners, vol. 18 no. 1, march 2017: 33-41 table 3 results of regressions of fdi, real gdp (t), fdi (t-1) d1 (1=lib), and d2 (1=priv), d3 (1=insecurity) dependent variable: fdi regressor 1 2 3 4 5 6 constant 0,17 (1,07) gdp(t-1) 0,003(0,094) fdi(t-1) 0,5(0,094) d1(1=liberalization, 0=other) 8(2,16) d2(1=privatization, 0=other) 3,43(2,79) d3(1=insecurity, 0=other) -3,5(1,07) the result of the econometric model is comprised of two aspects; whether fdi inflow affects gdp of the country, and what determines fdi inflow in nepal. regarding the first question, results of the econometric model estimation using unknown five parameters: α, β1, β2, β3, and β4; marginal change of fdi (β1) is 0,50. similarly, marginal change of export-gdp ratio (β3) is 6604,33. it is followed by β3 and β4 with 1387,86 and 571,87 respectively. in addition, r2 accumulated a value of 0,88. let us suppose there are two scenarios; adopting liberalization and privatization policy and adopting protectionism and state-led development policy. if nepal continues the state-led development policy, there will be no fdi possibility and no significant export-gdp ratio, and then gdp would be us$ 648,269 million. however, if nepal adopts liberalization and privatization policy, there will be fdi and export gdp ratio. if fdi inflow in nepal is 1, then the gdp will change for us$ 0,5 million. if the change of export gdp ratio is 1, gdp will increase to us$ 6604,33 million. in addition, liberalization and privatization policy will contribute us$ 1387,86 million and us$ 571,86 million. taking these into consideration, it can be seen that among those two scenarios, liberalization and privatization policy has the positive impact on fdi, export–gdp ratio, and gdp change. in addition, fdi has a positive relationship with gdp, but the export-gdp ratio has the better position in gdp contribution than fdi. this is explained by the r2 value (0,88). regarding the second question, results of the econometric model estimation using unknown five parameters: 𝜆, δ1, δ2, µ1, and µ2; constant (𝜆) is 0,17. moreover, marginal change of fdi (t-1) (δ1) is 0,50. similarly, marginal change of gdp (t-1) (δ2) is 0,003. it is followed by µ1, µ2, and µ3 with 8; 3,43; and -3,5 respectively. in addition, the r2 value is 0,82. conclusions fdi inflow determinants consist of many heterogeneous variables. here, there are four major variables such as fdi stock, gdp, policy environment, and security motivated fdi firms. if there are two scenarios: (1) no policy, no history of fdi and no good economy, but there is good security; (2) good policy environment, history of fdi, and economy, but no good security. in the first scenario, there is us$ 0,17 million fdi inflow. however, the second scenario has a different circumstance. under good policy environment and insecurity, let us suppose fdi (t-1) is 1, us$ 0,50 million will be gathered for fdi inflow, and gdp (t-1) is 1, then us$ 0,003 million will be acquired for fdi. in addition, liberalization and privatization policy increases 8 and 3,4 times more, but insecurity discourages 3,5 million ($). fdi inflow (t) depends more on fdi (t-1), policy environment, and security along with economic performance (gdp). it is explained by the r2 value (0,82). economic liberalization in nepal …… (raghu bir bista) 41 the result of the first question from the first econometric model clearly indicates the positive relationship between gdp and fdi, despite the small size and fluctuating trend. it explains fdi as potential resources which can contribute to gdp through industrial productivity growth. however, it is more likely when fdi inflow can be attracted. on the other hand, the second question from the second econometric model shows the different result. it is that the major determinants of fdi inflow are fdi (t-1), policy environment, and security situation. in order to attract fdi, determinants of fdi should be analyzed and focused on. furthermore, physical and policy environment which is still poor and under constraint for industrial expansion and trading, should be properly and environmental-friendly improved. references ahluwalia, i. j. (1991). productivity and growth in indian manufacturing. delhi, india: oxford university press. bista, r. b. (2005). foreign direct investment in nepal. kathmandu, nepal: center for integrated development studies. dahal, m. k., nepal, g., & aryal, s. (2005). a study of the impact of foreign direct investment policy of rich countries on poverty reduction of developing countries: a case study of manufacturing sector in nepal. pakistan: sanei. goldar, b. (2002). tfp growth in indian manufacturing in 1980s. economic and political weekly, 37(49), 4966-4968. gould, d. m., tan, c., & emamgholi, a. s. s. (2013). attracting foreign direct investment, what can south asia’s lack of success teach other developing countries? policy research working paper 6696. the world bank south asia region office of the chief economist. hmg (his majesty of government). (1993). foreign direct investment and technology transfer policy 1992. kathmandu, nepal: ministry of industry. mof (ministry of finance). (1995). economic survey. kathmandu, nepal: ministry of finance. npc (national planning commission). (1992). the eighth five-year plan. kathmandu, nepal: national planning commission. pushpangadan, k., & balakrishnan, p. (1994). total factor productivity growth in manufacturing industry: a fresh look. economic and political weekly, 29(31), 2028-2035. rana, m. s., & pradhan, s. m. (2005). implementation evaluation of foreign direct investment in nepal. policy paper 1 for economic policy network. kathmandu, nepal: adb and economic policy network. rao, j. m. (1996). manufacturing productivity growth: method and measurement. economic and political weekly, 31(44), 2827-2836. trivedi, p., prakash, a., & sinate, d. (2000). productivity in major manufacturing industries in india: 1973-74 to 1997-98. development research group study. mumbai, india: department of economic analysis and policy, reserve bank of india. influence analysis of dps …… (sebastianus laurens) 21 influence analysis of dps, eps, and pbv toward stock price and return sebastianus laurens accounting departement, faculty of economics & communication, bina nusantara university jl. k. h. syahdan no. 9, palmerah, jakarta 11480, indonesia laurens_setiadi@yahoo.com abstract the research revealed whether there was a significant influence of dps, eps, and pbv towards stock price and return. this research used a quantitative method to determine the influence of the independent variable towards the dependent variable. the quantitative analysis was conducted with statistic technic called multiple linear regression with data taken from indonesia capital market directory year 2005 and 2008. the result shows similar results with the previous research that there is no influence between dps and stock price as well as there is an influence on stock return. eps shows that there is influence of stock price and return. for pbv, there is an influence on stock price, but there is no an influence on stock return. keywords: dps, eps, pbv, stock price and return introduction the year of 2008 was a challenging year for the world of financial community including the indonesia stock exchange and indonesian capital market investors. the global financial crisis that originated from the subprime mortgage crisis in the united states had a wide impact on the world financial sector including indonesia. the us crisis affects the capital market in indonesia where the dow jones industrial average plays the greater role in explaining the ihsg that is compared to rupiah rate, production index, and the trade income law (nezky, 2013). it showed that form the performance of composite stock price index (ihsg) indonesia stock exchange (bei) which had been decreased significantly in recent months. the peak had occurred on wednesday, october 8, 2008, where ihsg corrected by 10,38% to touch the level of 1.451.67 and bapepam lk (today is ojk) as the stock market regulator had to intervene or to suspend the trade when the volatility exceeded the psychological threshold. facing the declining year of 2008 conditions, to become a short-term trader was no longer an option, the traders would have to swift the risk appetite to a long-term investment. the long-term investors started to purchase stocks that were still cheap and promising for future prospects, of course a good fundamentally stock could be a good preference. the fastest rebound stock was the most preferred stock by the market or the top layer stock. the search for listed companies that have those characteristics can be found in index lq 45. this index is an index based on the liquidity and market capitalization benchmarks. the listed companies in lq 45 index will be changed periodically based on the performance of the transaction of its stock and will be declared by the circular of indonesia stock exchange in every january and july. it is in the lq45 index because basically when investors invest assets in the long-term portfolio, they will expect two things. the first is the dividend and an increase in stock price itself or known as capital gain. the errors of wrong-chosen stock will cost the investors lots of funds and opportunities. 22 journal the winners, vol. 19 no. 1, march 2018: 21-29 converting from short-term investors to long-term investors require a deep fundamental analysis. the problems are there are many factors and variables to comprehend and the broad of analysis scope. this research will straightforwardly focus on the stock return. therefore, it will examine the influence of dividend per share, earning per share and price to book value ratio toward the stock return. the researcher next will elaborate the use all three ratios in this article. dividend per share (dps) is the sum of declared dividends issued by a public listed company’s share outstanding. dps is vital because the number one goal of a company is to return value to its shareholders. investors receive value through dividend payments and the price of the stock itself, which is equal to a company’s total expected future dividend payments. dps can be calculated by the following. first, a company’s net income per share is derived as net income divided by outstanding shares. second, the dps is taken as net income per share times the payout ratio. the payout ratio is a result of income paid in dividends divided by the total net income. the dps has influenced the stock price because the public listed company which has not paid the dividend will be followed by decreasing of its stock price. they are stamped as bad news by the market as “non-prosper” companies for long-term investment. in fact, there are reasons why they do not share their dividend because of the maximizing of the investment. in doing so, it will grow the company and eventually will increase the stock price. the public listed companies also realized that investors pay close attention to their dividend return and that the riskiness of their investments may affect the valuation of the firm’s shares in the long run. this makes the volatility of stock prices as important to firms as it is to investors (hussainey, mgbame, & chijoke-mgbame, 2015). based on the previous research, dps influences the stock price (rusliati & prasetyo, 2011). studies on dps are usually centered on two related issues. the first issue deals with how stock prices are affected by dividend policy. the second is on whether or not dividend policy affects the shareholder’s wealth. a study shows that the dps has a significant relationship with the stock returns (garba, 2014). another variable that used in this research is earning per share (eps). eps is generally considered the most important factor in determining share price. literature shows that most of the individual investors take their individual investment decision based on the eps (khan et al., 2014). this research will reveal whether the investors should consider eps in order to invest in the security market. it will decide whether per share can influence the stock price or not. principally, all societies’ potential and active investors seek for accurate information of capital market. they are looking for the information form invested-upon references, and this information should be accurate, adequate, and on time. they expect the disclosure of published financial statement by the accounting firm and every time a public listed company announce its profit/loss that will react the stock market (garkaz, koohkan, & kiarazm, 2012). the stock price and return will be lifted up for profit companies and vice versa. research in 2011 has showed that there is a significant influence between eps and stock price during the year 2007-2011 data samples (marcellyna & hartini, 2011). it is a similar result with priatinah and kusuma (2012) research upon the influence of eps towards stock price for public listed mining companies in indonesia stock exchange during the year of 2008 until 2010. the investors who would invest by buying shares in the capital markets will analyze the condition of the investment company first so that it does provide the benefit (return). getting a return (profit) is the main purpose of the trading activity of investors in the capital market, this is why eps also has a significant influence towards stock returns (hermawan, 2012). beside the eps and dps, this research also uses price per book value (pbv) ratio as one of the independent variables. the pbv ratio is a helpful tool for the investors in valuing a company. it compares a stock’s per share-price to the book value. the pbv ratio is an indication of how much shareholders are paying for the “net assets” of a company. the low pbv ratio figure can determine the value of the company also has a negative correlation in regards to the stock return. international index influence analysis of dps …… (sebastianus laurens) 23 of pbv ratio analysis demonstrated the low pbv ratio figure would contribute to the high stock return. a study form the year of 1997 has shown that the firm size and price to book value ratio are prominent measures in explaining cross-sectional stock returns. the former literature states that pbv is positively correlated with subsequent stock returns (jensen, johnson, & mercer, 1997). another research from 1997 has found that the book value is more relevant than the earnings per share in relation to stock prices (ahmadi, 2017). in relation to this broad topic on how fundamental factors can influence the stock price and return, this research will limit its scope only on these premises, whether, is there a significant influence of dps towards stock price and return? is there a significant influence of eps towards stock price and return? and is there a significant influence of pbv towards stock price and return? through this research, the investors will have a quick and practical way to analyze the public listed company’s stock market price and return. methods the research objects are listed companies in indonesian stock exchange with criteria, at first, listed in bei and registered in the lq45 index during the consecutive year of 2002 until 2008. the second is those listed companies shared cash dividend during these periods of research. this is related to the one of the independent variable in order to get the best result in dividend per share ratio analysis. and the third is the listed company samples that do not conduct stock split during the year of research. the prices used in this research are annual opening and closing stock price, so in this case, if the company conduct stock split, the closing prices will not reflect the accurate closing stock price. this research uses the quantitative method to determine the influence of the independent variable towards the dependent variable. the quantitative analysis is conducted with statistic technic called multiple linear regression. multiple linear regression is the most common form of linear regression analysis. as a predictive analysis, the multiple linear regression is used to explain the relationship between one continuous dependent variable and two or more independent variables. the assumptions related to this method are the regression residuals must normally be distributed, a linear relationship is assumed between the dependent variable and the independent variables. the residuals are homoscedastic and approximately rectangular-shape, the absence of multicollinearity is assumed in the model, meaning that the independent variables are not too highly correlated. at the center of the multiple linear regression analysis is the task of fitting a single line through a scatter plot. r-squared is a statistical measure of how close the data are to the fitted regression line. it is also known as the coefficient of determination or the coefficient of multiple regression. the 100% r-squared result indicates that the model explains all the variability of the response data around its mean. the information of the listed companies derives from indonesian capital market directory year 2005 and 2008 that are published by institute for economic and finance research (ecfin). results and discussions based on the multicollinearity, autocorrelation, and heteroscedasticity tests, the independent variables are fit to be processed for this research. the first test is the multicollinearity test. multicollinearity is a state of very high inter-correlations or inter-associations among the independent variables. it is, therefore, a type of disturbance in the data, and if exist in the data, the statistical inferences that are made about the data may not be reliable. table 1 demonstrates the independent variables are free from the multicollinearity issue and do not correlate to each one another. 24 journal the winners, vol. 19 no. 1, march 2018: 21-29 0 1,693 1,774 2 2,226 2,307 4 positive autocorrelation table 1 vif table the second test is the autocorrelation test. the definition of autocorrelation is “a characteristic of data in which the correlation between the values of the same variables is based on related objects.” it can violate the assumption of instance independence, which underlies most of the conventional models. table 2 shows the autocorrelation test for this research that uses the durbin watson, while figure 1 shows the durbin-watson scale test. table 2 durbin-watson autocorrelation test figure 1 durbin-watson scale test based on the scale test in figure 1, the model 1 (inconclusive scale) and model 2 negative to the autocorrelation or the autocorrelation issue cannot be proven upon those models. the last test of the classic assumption test theory is the heteroscedasticity test. basically, the existence of heteroscedasticity is an absence of homoscedasticity as it can invalidate statistical tests of significance that assume the modeling errors are uncorrelated uniform-hence that their variances do not vary with the effects being modeled. in order to prove there is no heteroscedasticity issue in this research, the researcher uses a scatterplot of the model that can be seen in figure 2 and figure 3. as it can be seen from the multi-regression scatterplot in figure 2 and figure 3, both multiregression scatterplot show there is no specific pattern. so it can be determined that there is no heteroscedasticity issue throughout the models. independent variable vif dps 1,2735 eps 1,294 pbv 1,0195 model durbin-watson model 1 (stock price) 1,2735 model 2 (stock return) 1,294 negative autocorrelation negative autocorrelation model 1 model 2 inconclusive influence analysis of dps …… (sebastianus laurens) 25 figure 2 multi regression scatterplot y = stock price figure 3 multi regression scatterplot y = stock return the result from statistic data processing of dps, eps, and pbv toward stock price can be seen in table 3. this table is generated from spss15 version, the statistic software. table 3 the f table result toward stock price table 3 shows a broad description of the summary statistic that fhit > f table. this demonstrates that there are significant influences from the independent variables as one model simultaneously to the dependent variable so this model can be used for analysis. the regression linear model is as below: y = -0,0049x1 + 0,315x2 + 0,27x3 (1) regression standardized predicted value 86420-2 r e g re s s io n s ta n d a rd iz e d r e s id u a l 4 2 0 -2 scatterplot dependent variable: hrg regression standardized predicted value 86420-2 r e g re s s io n s ta n d a rd iz e d r e s id u a l 8 6 4 2 0 -2 scatterplot dependent variable: return independent variable beta t sig notes: dps -0,00485 -0,05702 0,954606 r2 0,19431 eps 0,315439 3,681308 0,000329 f 11,41548 pbv 0,272897 3,588041 0,000458 f table 2,66 dependent variable: t table 1,65508 price alfa 5% 26 journal the winners, vol. 19 no. 1, march 2018: 21-29 the output shows that there is an independent variable that does not have the influence on the dependent variable. the t-hit dps < t table, based on this result, dps does not have the influence on the stock price. the r2 figure on the table demonstrates 0,19431 means that only 19,43% of the overall stock price variations can be explained by the model. other variables like eps and pbv show a significant influence on the dependent variable that similar to the research of wicaksono (2015). it also shows from the t-hit result on those variables have the higher figure than the t-table. particularly for the eps, a study from hunjra et al. (2014) is using a multiple regression analysis to test whether eps has an influence towards stock price for the 80 listed companies in nse during the year 2012, and the result is the same as in this research. this result might opposite with the research of beliani and budiantara (2015) where it has found that the pbv does not have influence toward stock price for period 2009-2012 for samples only the listed insurance company. this will not effect on this research’s objective since not only the period of samples are different but also the target companies. the negative relationship between dps and the stock price result will confirm the research of hashemijoo, ardekani, and younesi (2012) which also has a similar result to this research. another statistic data processing result for the stock return that also has been processed with spss 15 statistic software can be seen in table 4. table 4 f table for stock return independen variable beta t sig notes: dps 0,153252 1,757381 0,081008 r2 0,152039 eps 0,292826 3,331139 0,001103 f 8,486858 pbv 0,015868 0,203364 0,839142 f table 2,66 dependent variable: t table 10% : 1,28722 t table 1,65508 return alfa 5% based on table 4, fhit > f table shows that there are significant influence from the independent variables as a one model simultaneously to the dependent variable so this model can be used for analysis. the regression linear model is as below: y = 0,153x1 + 0,292x2 + 0,015x3 (2) the output shows that there is an independent variable does not have the influence on the dependent variable. the t-hit pbv < t table, based on this result, pbv does not have the influence on the stock return. the r2 figure on table 4 demonstrates 0,152 this means that only 15,2% of the overall stock price variations can be explained by the model. other variables like eps and dps prove a significant influence on the dependent variable. it shows from the t-hit result on those variables have the higher figure than t-table. based on table 4, it demonstrates that eps has the highest coefficient toward the stock return. this means this variable is the dominant independent variable and also means a declaration of profit/loss from a public listed company will affect the market. it is similar to aisah and mandala’s research (2016). especially for pbv result, this research has expanded the data sample to all listed companies in the lq45 index during 2002 until 2007 (without consecutive listing) as long as the companies still on listed in bei as of the year 2009. the numbers of sampling companies are 269 entities. the result is t-hit < t table (1,565 < 1,64791) with significant level (0,119) higher than 5% alpha. this outcome supports the previous result that pbv cannot be able to influence the stock return. talking about the influence of dividend towards stock prices, in theory, dividend affects the stock price. this is the difference of opinion between practitioners and academics from the beginning influence analysis of dps …… (sebastianus laurens) 27 of cash discount distribution and still exist until today (the author is on the academic side). practitioners remain on the belief that the distribution of cash dividend will attract investor reactions and will affect the stock price. high earnings, high dividends, and rising stock prices are the common situation; there are also situations in low earnings, high dividends, and rising stock prices. in fact, there are some cases of stock prices move following the dividends and opposite direction with earnings. this is because investors (practitioners) await the announcement of dividends. if it meets their expectations, then there will be no movement on the stock price, but if higher than expectations, then there will be an upward movement and vice versa. this reaction is based on practitioners' thinking that dividend policy affects stock prices. that thought also leads to differences of opinion from scholars and practitioners. there is a gap of expectations between the academics and the practitioners. when the academics think the dividend policy has met the expectations of investors, the practitioners think the dividend policy does not. the way practitioners think that dividend policy does not meet expectations can be perplexing because something that unpredictable will become predictable in the market. the market will know how the management thinks and basically, management will distribute high dividends to generate a good impression for investors (the result above shows that eps has an effect on stock prices and returns, so this is what the market is expecting). if that happens, there will be a huge opportunity cost when canceling the funding for profitable investment. this is one of the reasons why a public listed company has to declare high dividends. management cannot decrease the dividend distribution because it will create “below investor expectations” perception and the company becomes unattractive and follows with declining stock prices. on the other hand, management will also lose the right to self-decision for its dividend policy and does not have other option besides following what market desires or the company will face stock price falling and fail the opportunity to invest in other profitable places. it is recommended that the public listed companies pay the dividend as it will cause an upward movement in the stock market prices. whereas profit retention by the public listed companies will result in a decrease in the value of the stock market prices (ali, jan, & syarif, 2015). the company's dividend policy seems very important to investors and should be careful not to surprise investors with the unexpected company's dividend policy. the investors use the dividend announcement in projecting the company’s profit or loss. they are all connected, so when the company announces their profit or loss, the investor will think about dividend distribution directly. this will give an opportunity to a new investor to invest in a company that declares significant growth in profit and cash dividend from the previous year. conclusions the multiple linear regression analysis shows that dps does not have the influence towards stock price. nevertheless, it does show a significant influence towards the stock return. another result comes from pbv analysis that those variables demonstrate a significant influence on stock prices, but it does not work for stock returns. and yet for eps variable, it shows a significant influence on both stock prices and returns. based on the r2 result shows 19,4%. it means that there are other independent variables that influence stock prices and returns, especially in related to pbv. the researcher can extent this variable into the relation to the subsequent stock return (modified-for finance leverage). this is an opportunity to the researcher for identifying and exploring the other independent variables that might influence the stock prices and returns. all the public owned companies expect to be able to publish an accountable financial statement since an eps figure could have a significant influence towards stock prices and returns. 28 journal the winners, vol. 19 no. 1, march 2018: 21-29 references ahmadi, a. (2017). the stock price valuation of earnings per share and book value: evidence from tunisian firms. journal of internet banking and commerce, 22(1), 1-11. aisah, a. n., & mandala, k. (2016). pengaruh return on equity per share, firm size, dan operating cash flow terhadap return saham. e-jurnal manajemen unud, 5(11), 6907–6936. ali, a., jan, f. a., & sharif, i. (2015). effect of dividend policy on stock prices. business & management studies: an international journal, 3(1), 56–87. beliani, m. m. i., & budiantara, m. (2015). pengaruh price earning ratio dan price to book value terhadap harga saham perusahaan asuransi yang terdaftar di bursa efek indonesia tahun 20092012. riset akuntansi mercu buana, 1(1), 76-86. garba, a. (2014). the impact of dividend per share on common stock returns : a re-examination. international journal of managerial studies and research, 2(8), 75–79. garkaz, m., koohkan, f., & kiarazm, a. (2012). an investigation of the effects of earnings per share, dividend per shares, and changes in operational cash flows on stock return. international journal of research in management issue 2(6), 93-105. hashemijoo, m., ardekani, a. m., & younesi, n. (2012). the impact of dividend policy on share price volatility in the malaysian stock market. journal of business studies quarterly, 4(10), 111–129. hermawan, d. a. (2012). pengaruh debt to equity ratio, earning per share, dan net profit margin terhadap return saham. management analysis journal, 1(5), 1–7. hunjra, a. i., ijaz, m. s., chani, m. i., hassan, s., & mustafa, u. (2014). impact of dividend policy, earning per share, return on equity, profit after tax on stock price. internation journal of economics and empirical research, 2(3), 109–115. hussainey, k., mgbame, c. o., & chijoke-mgbame, a. m. (2015). dividend policy and share price volatility. investment management and financial innovations, 12(1), 57–68. jensen, g. r., johnson, r. r., & mercer, j. m. (1997). new evidence on size and price-to-book effects in stock returns. financial analysts journal, 53(6), 34–42. khan, t. r., choudhury, t. t., adnan, a. m., & senior lecturer 1. (2014). how earning per share (eps) affects on share price and firm value. european journal of business and management, 6(17), 2222–2839. marcellyna, f., & hartini, t. (2011). pengaruh earning per share (eps) terhadap harga saham lq45 di bursa efek indonesia (bei). jurnal akuntansi stie mdp, 1–7. nezky, m. (2013). pengaruh krisis ekonomi amerika serikat terhadap bursa saham dan perdagangan indonesia. buletin ekonomi moneter dan perbankan, 15(3), 89–103. influence analysis of dps …… (sebastianus laurens) 29 priatinah, d., & kusuma, p. a. (2012). pengaruh return on investment (roi), earning per share (eps), dan dividen per share (dps) terhadap harga saham perusahaan pertambangan yang terdaftar di bursa efek indonesia (bei) periode 2008-2010. jurnal nominal, 1(1), 50-64. rusliati, e., & prasetyo, g. (2011). pengaruh financial leverage, earnings per share, dan dividend per share terhadap harga saham. trikonomika, 10(1), 31–39. wicaksono, r. b. (2015). pengaruh eps, per, der, roe dan mva terhadap harga saham. jurnal akuntansi, (5), 1–13. vol. 20 no. 1 march 2019 economic, business, management, and information system journal winnersthe journal p-issn: 1412-1212 e-issn: 2541-2388 editor in chief rudy aryanto management department, bina nusantara university, indonesia managing editors arta moro sundjaja information system department, bina nusantara university, indonesia noerlina information system department, bina nusantara university, indonesia national editor board engkos ahmad kuncoro management department, bina nusantara university, indonesia idris gautama so management department, bina nusantara university, indonesia yasintha soelasih management department, atmajaya university, indonesia levyda levyda management department, sahid university, indonesia agus zainul arifin management department, tarumanegara university, indonesia language and layout editor dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat haryo sutanto bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winner focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been has been acreditied by dikti under the decree number 34/e/kpt/2018 (sinta 3) and indexed by academic research index (research bib), directory of open access journals (doaj), microsoft academic search, garda rujukan digital (garuda); bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl.kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: asundjaja@binus.edu, hsutanto@binus.edu, thewinner@binus.edu, http://journal.binus.ac.id/index.php/winners contents adi teguh suprapto; mulyono; danang prihandoko price fraction changes impact on stock trading indicators: an events study on indonesia stock exchange ..... 1-8 yulius lie; robertus nugroho perwiro atmojo; hery harjono muljo the effectiveness of o2o strategy on e-commerce transactions ...................................................... 9-17 hermawan successful implementation of enterprise resource planning ............................................................ 19-31 natasya; elia madatu tandililing; michael angelus; kevin tax e-filing system acceptance level on the taxation compliance: an application of the utaut approach ... 33-47 kevin deniswara; ratu marwaah firhatil uyuun; ang swat lin lindawati; willnaldo intellectual capital effect, financial performance, and firm value: an empirical evidence from real estate firm, in indonesia ......................................... ................... 49-60 p-issn: 1412-1212 e-issn: 2541-2388 vol. 20 no. 1 march 2019 economic, business, management, and information system journal winnersthe journal microsoft word 05_viany utami_manfaat ekonomis.doc mengukur manfaat ekonomis… (viany utami tjhin; hudiarto; intan puspita) 59 mengukur manfaat ekonomis sistem aplikasi monitoring atm dengan metode information economics: studi kasus pt bank xyz tbk. viany utami tjhin1; hudiarto2; intan puspita3 abstract research discusses information economics method to measure the economic benefit from information technology application. research with information economics method is applied on gasper vantage, atm monitoring application system that is used by xyz bank company. the gasper vantage is applied to increase the atm availability and to give a better service to customer. from the research, the gasper vantage can be use by xyz bank company and also increasing the company competitive advantage. keywords: economic, information economics, information technology, gasper vantage abstrak penelitian membahas metode information economics untuk mengukur manfaat ekonomis dari penerapan teknologi informasi. penelitian dengan metode information economics ini diterapkan pada gasper vantage, sebuah sistem aplikasi monitoring atm yang digunakan oleh pt bank xyz tbk. gasper vantage ini diterapkan untuk meningkatkan availability atm dan untuk memberikan pelayanan yang lebih baik kepada nasabah. dari hasil penelitian, diketahui bahwa penerapan gasper vantage bermanfaat bagi pt bank xyz tbk dan turut meningkatkan keunggulan bersaing perusahaan. kata kunci: ekonomis, information economics, teknologi informasi, gasper vantage 1&2 staf pengajar fakultas ekonomi, ubinus, jakarta 3 mahasiswa fakultas ekonomi, ubinus, jakarta journal the winners, vol. 6 no. 1, maret 2005: 59-73 60 pendahuluan seiring dengan meningkatnya persaingan dalam dunia industri, peranan teknologi informasi menjadi semakin penting bagi perusahaan untuk meningkatkan keunggulan bersaing. hal itu menjadi suatu hal yang diperhatikan oleh pihak manajemen teknologi informasi (ti) karena penggunaan teknologi informasi membutuhkan investasi dana yang besar. investasi yang besar itu umumnya disertai dengan potensi risiko yang besar juga dan dapat menimbulkan kerugian yang besar apabila keputusan yang diambil tidak tepat. begitu pula terhadap proyek ti yang sudah diterapkan dalam perusahaan. agar biaya investasi serta biaya berjalan yang dikeluarkan tidak sia-sia, manajemen perlu melakukan evaluasi dengan cara mengukur manfaat ekonomis dari proyek ti tersebut secara berkala. pengukuran manfaat ekonomis suatu proyek ti memerlukan metode yang dapat merangkum secara menyeluruh manfaat ekonomis yang ditimbulkan bagi perusahaan. metode itu adalah metode information ecomomics yang diperkenalkan oleh marylin m. parker pada tahun 1988. dengan metode itu, pihak manajemen ti ingin mengetahui berapakah manfaat ekonomis yang ditimbulkan oleh sistem aplikasi monitoring atm yang digunakan bagi perusahaan. hubungan penggunaan teknologi informasi dengan dampak ekonomisnya bagi perusahaan gambar 1 skema proses penggunaan teknologi informasi dan dampak ekonomisnya bagi perusahaan (devaraj, 2002:45) soh dan markus dalam bukunya how it creates business value: a process theory synthesis (devaraj, 2002:45) menjelaskan tentang skema proses penggunaan suatu proyek teknologi informasi serta dampaknya bagi perusahaan yang menggunakan. skema itu terdiri dari 3 lingkaran yang saling berhubungan dan berpotongan satu sama proses penggunaan ti pengeluaran ti aset ti dampak ti penggunaan yang sesuai proses konversi ti manajemen ti dan aktivitas konversi proses persaingan kinerja organisasi posisi persaingan dan dinamika industri mengukur manfaat ekonomis… (viany utami tjhin; hudiarto; intan puspita) 61 lain. pada lingkaran proses konversi ti, digambarkan bahwa dalam suatu tahapan penggunaan ti pasti dimulai dengan pengeluaran untuk memperoleh proyek ti yang diperlukan. perolehan itu dapat dilakukan dengan membuat sendiri suatu sistem khusus atau membeli sistem jadi atau bahkan menyewa sistem pada vendor. pada lingkaran itu, terjadi proses konversi pengeluaran ti menjadi aset ti. setelah pengeluaran ti dibelikan asset ti, pada lingkaran tengah aset ti yang dimiliki akan digunakan sesuai fungsinya dalam operasional perusahaan sehingga menimbulkan dampak bagi bisnis perusahaan. dampak yang diberikan tidak hanya berupa manfaat saja tetapi juga ada risiko yang harus ditanggung oleh perusahaan. dampak yang dirasakan oleh perusahaan akan berpengaruh pada kinerja perusahaan dalam dunia persaingan. pada lingkaran proses persaingan, digambarkan penyelarasan dampak ti yang dapat diperoleh dari aset ti yang dimiliki dengan kebutuhan perusahaan dalam persaingan bisnis industri. oleh karena itu, bila dilihat secara keseluruhan maka skema itu memiliki pengertian bahwa pengeluaran yang dilakukan untuk implementasi aset ti akan membawa suatu dampak ekonomis bagi perusahaan yang menggunakannya. metode information economics metode ini dirancang dan dikembangkan oleh marylin m. parker pada tahun 1985. menurut parker (1988:5), information economics merupakan sekumpulan teknik penghitungan untuk menghitung manfaat dan biaya dari suatu proyek teknologi informasi. information economics dikembangkan karena adanya kebutuhan dari pihak perusahaan untuk mengetahui bagaimana dampak ekonomis pengeluaran dana investasi untuk proyek ti terhadap bisnis perusahaan. metode information economics mengisi kekosongan yang ada pada tcba dengan cara menghitung manfaat yang sifatnya kualitatif ke dalam bentuk rupiah melalui perhitungan value linking, value acceleration, value restructuring, dan innovation valuation. dalam metode information economics ini terdapat beberapa istilah yang sering muncul, seperti biaya (cost), manfaat (benefit), nilai (value), domain bisnis, dan domain teknologi. biaya (cost) biaya (cost) merupakan suatu pengukuran atas jumlah sumber daya yang dibutuhkan untuk memperoleh sebuah produk (parker, 1988:90). biaya dinyatakan dalam ukuran mata uang (misalnya, rupiah). dalam information economics terdapat dua jenis biaya, yaitu biaya pengembangan (development cost) dan biaya berjalan (ongoing cost). biaya pemeliharaan (maintenance) termasuk dalam biaya berjalan. manfaat (benefit) menurut remenyi (1995:40), manfaat (benefit) teknologi informasi merupakan suatu keuntungan atau kebaikan yang diperoleh dari teknologi informasi terhadap suatu perusahaan yang bersedia untuk membayar atas penggunaan teknologi informasi. journal the winners, vol. 6 no. 1, maret 2005: 59-73 62 terdapat empat kategori manfaat menurut remenyi (1995:42) dalam it benefit matrix, sebagai berikut. 1. tangible measurable merupakan manfaat yang membawa dampak langsung terhadap profitabilitas perusahaan dan dampak tersebut dapat diukur secara objektif. contohnya adalah pengurangan staf dan aset serta peningkatan penjualan. 2. tangible unmeasurable merupakan manfaat yang membawa dampak langsung terhadap profitabilitas perusahaan tetapi sulit untuk langsung diukur. contohnya adalah informasi yang lebih baik, perbaikan keamanan, dan risiko yang lebih rendah. 3. intangible measurable merupakan manfaat yang dapat diukur tetapi dampaknya tidak secara langsung mempengaruhi profitabilitas perusahaan. contohnya adalah infomasi yang lebih cepat dan tanggapan yang positif dari staf. 4. intangible unmeasurable merupakan manfaat yang sulit diukur dan dampaknya tidak secara langsung mempengaruhi profitabilitas perusahaan. contohnya adalah reaksi positif pasar pada perusahaan dan persepsi positif dari calon konsumen dan calon karyawan terhadap perusahaan. nilai nilai didasarkan pada manfaat yang ditunjukkan dari kinerja bisnis masa sekarang dan masa akan datang (parker, 1988:64). manfaat yang akan meningkatkan keunggulan kompetitif perusahaan merupakan nilai ketika perusahaan (manajemen) bersedia melakukan investasi untuk mencapainya. nilai suatu manfaat akan bernilai positif dalam perhitungan sedangkan risiko akan bernilai negatif. pada metode information economics terdapat istilah value linking, value acceleration, value restructuring, dan innovation valuation. 1. value linking digunakan untuk mengevaluasi secara finansial dampak yang timbul dari pengembangan kinerja suatu fungsi dan konsekuensi hasil yang dirasakan oleh fungsi yang terkait. 2. value acceleration atau nilai percepatan digunakan untuk mengevaluasi secara finansial setiap perubahan yang cepat akan manfaat maupun biaya dari setiap departemen yang berhubungan dan tergantung dengan waktu. 3. value restructuring mengukur nilai yang berhubungan dengan restrukturisasi suatu pekerjaan ataupun fungsi departemen. value restructuring mengukur nilai peningkatan produktivitas akibat perubahan yang dilakukan organisasi. 4. innovation valuation dilakukan untuk menilai terciptanya fungsi baru dalam domain bisnis organisasi. domain istilah “domain” digunakan untuk mengarakteristikkan kedua kegiatan yang berbeda, yaitu domain bisnis adalah pengguna teknologi (user) dan domain teknologi adalah penyedia teknologi. mengukur manfaat ekonomis… (viany utami tjhin; hudiarto; intan puspita) 63 metode information economics menggunakan analisis dua domain dalam perhitungannya. analisis dua domain itu akan menghasilkan nilai proyek ti yang bersifat unik pada domain bisnis dan teknologi. dari kedua domain itu dikumpulkan bobot korporasi bank xyz terhadap proyek ti dan nilai proyek ti yang akan diukur. angka pada bobot korporasi menunjukkan preferensi (kecondongan) bank xyz dalam memilih proyek ti yang diperlukan. nilai proyek ti menunjukkan manfaat dan risiko proyek ti yang diukur terhadap preferensi bank xyz. tabel 1 faktor unik pada domain bisnis dan teknologi dalam metode information economics (parker, 1996:308-327) faktor domain bisnis faktor domain teknologi financial values business-based financial value strategic values strategic match competitive advantage competitive response management information for csf stakeholder values service and quality agility, learning, and empowerment cycle time mass customization strategic i/t architechture cometitive strategy risk business strategy risk i/t strategy risk organization risk and uncertainty business organization risk i/t definition uncertainty technology and implementation risk i/t service delivery risk tahapan analisis information economics tahap analisis information economics sebagai berikut: analisis manfaat tangible measurable menggunakan cost-benefit analysis (cba) tradisional yang akan menghasilkan manfaat ekonomis netto, roi1, dan skor untuk dampak ekonomis yang pertama. selanjutnya, berdasarkan jenis manfaat yang diperoleh, dilakukan kuantifikasi value linking dan value acceleration. setelah itu, dijumlahkan dengan roi1 untuk memperoleh roi2 dan skor dampak ekonomis yang kedua. value restructuring dikaitkan dengan manfaat yang ada dan hasilnya akan dijumlahkan dengan roi2 untuk memperoleh roi3 dan skor dampak ekonomis yang ketiga. setelah itu, manfaat yang diperoleh dari innovation valuation akan dijumlahkan dengan roi3 menghasilkan roi4 dan skor dampak ekonomis yang keempat. dari domain bisnis dan teknologi, diperoleh bobot korporasi dan nilai proyek ti yang diukur berdasarkan faktor unik yang ada. journal the winners, vol. 6 no. 1, maret 2005: 59-73 64 skor dampak ekonomis roi1 roi2 roi3 roi4 faktor-faktor domain bisnis dan domain teknologi manfaat tangible measurable tcba information economics scorecard kuantifikasi value linking dan value acceleration kuantifikasi value restructuring kuantifikasi innovation valuation model bisnis perusahaan manfaat tangible unmeasurable manfaat intangible measurable manfaat intangible unmeasurable gambar 2 tahapan analisis information economics (sumber: fendy, 2002:30) untuk memperoleh score information economics, hasil perhitungan roi (dalam bentuk skor) serta bobot korporasi perusahaan dan nilai proyek dimasukkan ke dalam information economics scorecard. baris faktor pada information economics scorecard diisi dengan bobot korporasi sedangkan baris domain bisnis dan domain teknologi diisi dengan nilai proyek ti yang diukur. keduanya dikalikan dan dijumlahkan untuk memperoleh skor information economics yang menggambarkan manfaat ekonomis yang diberikan oleh proyek ti yang diukur kepada perusahaan. objek penelitian sistem aplikasi monitoring atm yang digunakan adalah gasper vantage versi 5.2 (selanjutnya disebut gasper vantage) yang diproduksi oleh ncr dari gasper corporation. dengan penggunaan gasper vantage dalam memonitor status mesin atm yang ada, diharapkan mesin atm dapat selalu digunakan dan bebas dari masalah (error) sehingga dapat selalu digunakan oleh nasabah. namun demikian, sangatlah sulit untuk menghindari error 100%. oleh karena itu, untuk memperkecil error yang terjadi, gasper vantage akan melaporkan langsung (secara realtime) mesin atm mana yang mengalami masalah. kondisi yang demikian akan ditangkap (capture) dan dilaporkan oleh gasper vantage ke monitor aplikasi sehingga dapat dilakukan error handling (penyelesaian masalah) dan error preventive (pencegahan error) secepatnya. gasper vantage menggabungkan fungsi di bawah ini. 1. online monitoring (pemantauan online). 2. data collection (pengumpulan data). 3. incident tracking (penjelajahan masalah). 4. rules based commands (memberikan perintah sesuai prosedur). 5. database file server for lan and wan access to reporting capabilities (penyediaan file database server untuk akses lan dan wan untuk pembuatan laporan). mengukur manfaat ekonomis… (viany utami tjhin; hudiarto; intan puspita) 65 6. automated dispatching via voice response, pager, and electronic method (pengiriman pesan secara otomatis secara elektronik. dalam hal ini metode yang digunakan adalah short messages sending/sms). pembahasan manfaat gasper vantage dengan mengacu pada manfaat yang diperoleh dari fungsi atm, berikut ini merupakan manfaat yang diberikan oleh gasper vantage. adapun identifikasi manfaat yang dilakukan didasarkan pada teori it benefit matrix dan manfaat dikategorikan menjadi 4 bagian, yaitu tangible measurable, tangible unmeasurable, intangible measurable, dan intangible unmeasurable. manfaat gasper vantage dapat dilihat pada tabel 2. tabel 2 identifikasi manfaat gasper vantage kategori manfaat manfaat gasper vantage tangible measurable 1. penghematan biaya telepon 2. pengurangan tenaga kerja tangible unmeasurable 1. pengelolaan data yang lebih baik 2. informasi yang lebih cepat 3. proactive monitoring system intangible measurable 1. peningkatan availability atm 2. efisiensi waktu kerja atm support intangible unmeasurable peningkatan kepuasan nasabah dari manfaat itu, dilakukan kuantifikasi satu-persatu. berdasarkan contoh yang diberikan dalam teori parker, perhitungan finansial dilakukan untuk periode 5 tahun. dalam perhitungan finansial, digunakan metode tcba dengan beberapa komponen perhitungan, seperti berikut ini. 1. development cost sebesar rp1,244,850,000.00. 2. ongoing cost sebesar rp992,190,733.89 untuk periode 5 tahun. 3. manfaat langsung sebesar rp2,153,879,280.00 untuk periode 5 tahun. (dalam economic impact worksheet ditulis sebagai operating cost reduction) journal the winners, vol. 6 no. 1, maret 2005: 59-73 66 mengukur manfaat ekonomis… (viany utami tjhin; hudiarto; intan puspita) 67 journal the winners, vol. 6 no. 1, maret 2005: 59-73 68 dengan metode tcba, perhitungan roi hanya didasarkan pada ke-3 komponen tersebut. dari hasil perhitungan itu diperoleh nilai roi sebesar 18.66% dan berada pada skor 1. namun, dengan metode information economics, ada penambahan perhitungan value linking, value acceleration, value restructuring, dan innovation valuation yang akan melengkapi kekosongan perhitungan pada tcba. pada penelitian ini, hanya teridentifikasi value linking dan value acceleration. value linking yang diperoleh adalah peningkatan availability atm meningkatkan pendapatan fee bagian penjualan senilai rp2,277,176,548.05 untuk periode 5 tahun. value acceleration yang diperoleh adalah percepatan proses kerja bagian atm support (sebutan untuk technical support atm) sehingga perusahaan dapat merealokasi sebagian tenaga kerja yang ada ke divisi lain yang membutuhkan. value acceleration ini memberi manfaat sebesar rp 367,567,200.00 untuk periode 5 tahun. hasil kuantifikasi value linking dan value acceleration ini akan ditambahkan dalam economic impact worksheet sebagai net economic benefit. angka itu akan dihitung kembali untuk memperoleh nilai roi yang baru. tabel 5 total nilai net economic benefit (dalam ribuan rp) keterangan 2004 2005 2006 2007 2008 total value linking 122,400,000.00 428,400,000.00 494,802,000.00 571,496,310.00 660,078,238.05 2,277,176,548.05 value acceleration 79,200,000.00 87,120,000.00 95,832,000.00 105,415,200.00 367,567,200.00 total 122,400,000.00 507,600,000.00 581,922,000.00 667,328,310.00 765,493,438.05 2,644,743,748.05 (sumber: data diolah. data per 2004) mengukur manfaat ekonomis… (viany utami tjhin; hudiarto; intan puspita) 69 journal the winners, vol. 6 no. 1, maret 2005: 59-73 70 dari perhitungan dampak ekonomis yang kedua (setelah ada penambahan value linking dan value acceleration), diperoleh nilai roi yang baru sebesar 61.15%. hal itu menunjukkan bahwa manfaat gasper vantage tidak hanya dirasakan oleh departemen atm saja tetapi juga berdampak pada departemen pejualan. skor roi yang baru ini tetap bernilai 1. tahap berikutnya adalah mengumpulkan bobot korporasi dan nilai proyek gasper vantage. angka itu diperoleh dengan bantuan kuesioner. tabel 6 bobot korporat bank lippo untuk proyek ti domain bisnis faktor-faktor bobot financial value roi +4 strategic value strategic match +4 competitive advantage +5 competitive response +4 management information for critical success factors +5 stakeholder values service and quality +4 environmental quality +4 agility learning and empowerment +4 cycle-time +5 mass customization +4 competitive strategy risk business strategy risk -3 organizational strategy risks and uncertainties business organization risk -3 domain teknologi faktor-faktor bobot stakeholder values strategic i/t architecture +4 competitive strategy risk i/t strategy risk -3 organizational strategy and uncertainties i/t definitional uncertainty -3 i/t technical and implementation risk -4 i/t services delivery risk -2 total bobot korporat untuk manfaat +47 total bobot korporat untuk risiko -18 (sumber: manajer branch and atm support departement bank xyz kantor pusat. data per november 2004) tabel 7 nilai proyek gasper vantage domain bisnis faktor-faktor nilai proyek gasper vantage financial value roi 1 strategic values strategic match 4 competitive advantage 4 competitive response 5 management information for critical success factors 4 mengukur manfaat ekonomis… (viany utami tjhin; hudiarto; intan puspita) 71 tabel 7 nilai proyek gasper vantage (lanjutan) stakeholder values service and quality 4 environmental quality 5 agility learning and empowerment 5 cycle-time 4 mass customization 3 competitive strategy risk business strategy risk 1 organizational strategy risks and uncertainties business organization risk 0 domain teknologi faktor-faktor nilai proyek gasper vantage stakeholder value strategic i/t architecture 4 competitive strategy risk i/t strategy risk 0 organizational strategy and uncertainties i/t definitional uncertainty 2 i/t technical and implementation risk 1.6 i/t services delivery risk 3 (sumber: manajer branch and atm support departement bank xyz kantor pusat. data per november 2004) angka itu kemudian dimasukkan ke dalam information economics scorecard untuk mendapatkan skor information economics. untuk gasper vantage ini, skor ie yang diperoleh adalah 167.6. makna angka 167.6 itu dapat dilihat pada tabel penetapan manfaat skor ie. tabel manfaat itu dibuat berdasarkan rentang yang terbentuk dari skor minimum dan skor maksimum gasper vantage kemudian dibagi ke dalam 5 kelas. 1. skor information economics minimum gasper vantage: = [47 x 0] + [-18x5] = -90 2. skor information economics maksimum gasper vantage: = [47x5] + [-18x0] = 235 tabel 8 penetapan manfaat skor ie skor ie skala keterangan 235-170 5 bermanfaat sekali 169-105 4 bermanfaat 104-40 3 cukup bermanfaat 39-(-25) 2 kurang bermanfaat 24-(-90) 1 kurang bermanfaat sekali dengan mengacu pada keterangan yang ada pada tabel penetapan manfaat, didapatkan bahwa skor 167.6 menunjukkan bahwa gasper vantage secara keseluruhan bermanfaat bagi perusahaan. journal the winners, vol. 6 no. 1, maret 2005: 59-73 72 mengukur manfaat ekonomis… (viany utami tjhin; hudiarto; intan puspita) 73 penutup sesuai dengan pembahasan, dapat disimpulkan beberapa hal sebagai berikut. 1. manfaat ekonomis langsung yang diperoleh bank xyz dari penerapan gasper vantage adalah penghematan biaya telepon dan pengurangan tenaga kerja dengan total penghematan sebesar rp2,153,879,280.00 untuk periode 5 tahun. dari manfaat langsung itu diperoleh roi sebesar 18.66%. angka itu berarti tingkat pengembalian investasi gasper vantage per tahun adalah 18.66% dari biaya investasi. 2. manfaat ekonomis naik dari rp2,153,879,280.00 menjadi rp4,798,623,028.05 setelah dilakukan kuantifikasi value linking dan value acceleration sebesar rp2,644,743,748.05. kenaikan itu berakibat juga pada peningkatan roi dari dampak ekonomis pertama sebesar 18.66% menjadi 61.15% pada dampak ekonomis yang kedua. 3. metode information economics memberikan pandangan yang lebih luas kepada manajemen dalam mengukur manfaat ekonomis gasper vantage karena dalam metode ini tidak hanya memperhatikan dari segi keuangan saja, tetapi juga dari segi domain bisnis dan teknologi. pelibatan faktor domain bisnis dan teknologi dalam perhitungan information economics ternyata memberikan hasil skor information economics yang tinggi, yaitu 4 dari nilai maksimum 5. 4. secara keseluruhan, pengukuran manfaat ekonomis gasper vantage sebagai sistem aplikasi monitoring atm dengan metode information economics menghasilkan informasi bahwa gasper vantage bermanfaat bagi bank xyz. daftar pustaka devaraj, s. and r. kohli. 2002. the it payoff: measuring the business value of information technology investemnts. new jersey: prentice hall. parker, m.m. 1996. strategic transformation and information technology: paradigm for performing while transforming. new jersey: prentice hall. parker, m. m., j. benson robert, and h. e. trainor. 1988. information economics: linking business performance to information technology. new jersey: prentice hall. remenyi, d., m. arthur, and t. alan. 1995. effective measurement and management of it costs and benefits. oxford: butterworth heinemann. walker, gary. 2001. it problem management. new jersey: prentice hall. ward, j. and joe peppard. 2002. strategic planning for information system. chichester: baffins lane. microsoft word 05_dyah budiastuti_handphone lom cek ke 2.doc journal the winners, vol. 7 no. 2, september 2006: 144-149 144 analisis tingkat kepentingan desain industri produk handphone: studi kasus di fakultas ekonomi ubinus dyah budiastuti1; diananda gf2 abstrack article present the importance of industrial design on handphone product that today it becomes one of most popular communication tools. the research used qualitative descriptive method on handphone product that most likely used by faculty of economics students of bina nusantara university. the research result shows that the role of industrial design in handphone product development has higher interest in fulfilling the ergonomic needs compare to the role in fulfilling the aesthetic needs. keywords: handphone, industry design, ergonomic need, aesthetical need abstrak artikel menjelaskan pentingnya desain industri pada produk handphone yang saat ini berfungsi sebagai salah satu alat komunikasi paling populer. penelitian menggunakan metode deskriptif kualitataif terhadap produk handphone yang paling banyak dipakai oleh mahasiswa fakultas ekonomi ubinus. hasil penelitian menunjukkan bahwa peran desain industri dalam pengembangan produk handphone memiliki tingkat kepentingan yang lebih tinggi dalam memenuhi kebutuhan ergonomik dibandingkan perannya dalam memenuhi kebutuhan estetis. kata kunci: telepon genggam, desain industri,kebutuhan ergonomik, kebutuhan estetis 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta 2 mahasiswa fakultas ekonomi jurusan manajemen, ubinus, jakarta analisis tingkat kepentingan… (dyah budiastuti; diananda gf) 145 pendahuluan perhimpunan desainer industri amerika (idsa) mendefinisikan desain industri sebagai “jasa profesioanal dalam menciptakan dan mengembangkan konsep dan spesifikasi guna mengoptimalkan fungsi, nilai, dan penampilan produk, serta sistem untuk mencapai keuntungan yang mutual antara pemakai dan produsen”. kenyataannya, desainer industri memfokuskan diri pada bentuk dan interaksi pemakai produk. dreyfuss (1967) membuat daftar lima tujuan penting desain industri dalam mengembangkan produk baru. pertama, kegunaan: hasil produksi manusia harus selalu aman, mudah digunakan, dan intuitif. setiap ciri harus dibentuk sedemikian rupa sehingga memudahkan pemakainya mengetahui fungsinya. kedua, penampilan: bentuk, garis, proporsi, dan warna digunakan untuk menyatukan produk menjadi satu produk yang menyenangkan. ketiga, kemudahan pemeliharaan: produk harus juga didesain untuk memberitahukan bagaimana mereka dapat dirawat dan diperbaiki. keempat, biaya rendah: bentuk dan ciri memegang peranan besar dalam biaya peralatan dan produksi. oleh karena itu, hal ini harus diperhatikan secara bersama-sama oleh tim. kelima, komunikasi: desain produk harus dapat mewakili filosofi desain perusahaan dan misi perusahaan melalui visualisasi kulitas produk. untuk menilai pentingnya desain industri terhadap suatu produk, perlu dilihat dari dua dimensi, yaitu kebutuhan ergonomik dan kebutuhan estetis. kebutuhan ergonomik kebutuhan ergonomik desain industri terdiri dari berikut ini. pertama, seberapa penting kemudahan pemakaian? kemudahan pemakaian mungkin sangat penting untuk produk yang sering digunakan dan produk yang jarang digunakan. kemudahan pemakaian akan lebih diperlukan jika produk mempunyai beberapa ciri atau cara mengoperasikannya yang mungkin membingungkan dan menyebabkan frustasi pemakainya. ketika kemudahan pemakaian menjadi kriteria yang penting, desainer industri perlu menjamin bahwa ciri-ciri produk secara efektif dapat memberitahukan fungsinya. kedua, seberapa pentingnya kemudahan perawatan? jika produk perlu diperbaiki secara berkala, kemudahan perawatan menjadi penting. jadi, penting bahwa ciri-ciri suatu produk adalah untuk memberitahukan prosedur perawatan/perbaikan kepada pemakainya. ketiga, berapa banyak interaksi pemakai yang diperlukan untuk fungsi produk? secara umum, semakin banyak interaksi pemakai dengan produk, produk akan semakin tergantung pada desain industri dan setiap interaksi mungkin membutuhkan suatu pendekatan desain yang berbeda dan atau riset tambahan. journal the winners, vol. 7 no. 2, september 2006: 144-149 146 keempat, berapa pembaruan yang interaksi pemakai perlukan? suatu antarmuka pemakai memerlukan perbaikan terhadap desain yang telah ada yang secara relatif akan mudah dipahami untuk didesain. semakin banyak pembaruan pada interfase pemakai, mungkin memerlukan riset yang substansial dan studi kemungkinan. kelima, apa pokok permasalahan keamanan? semua produk mempunyai pertimbangan keamanan. untuk beberapa produk, hal ini dapat menghasilkan tantangan yang nyata bagi tim desain. kebutuhan estetis kebutuhan estetis dari desain industri terdiri dari hal berikut. pertama, apakah diferensiasi produk visual diperlukan? produk dengan market dan teknologi yang stabil sangat tergantung pada desain industri untuk menciptakan daya tarik estetis dan tentunya diferensiasi visual. kedua, seberapa penting gengsi kepemilikan, kesan, dan mode? persepsi pelanggan terhadap suatu produk sebagian didasarkan oleh daya tarik estetis. produk yang menarik mungkin diasosiasikan dengan mode dan kesan yang tinggi. pada akhirnya, hal itu akan menciptakan perasaan gengsi yang tinggi pada pemiliknya. hal itu mungkin berlawanan dengan suatu produk yang terlihat dan terasa kasar atau konservatif. ktiga, akankah suatu produk estetis memotivasi tim? suatu produk yang mempunyai daya tarik estetis dapat membangkitkan perasaan bangga diantara para staf desain dan manufaktur. kebanggaan tim dapat memotivasi dan menyatukan setiap orang yang berhubungan dengan proyek. konsep awal desain industri memberikan tim suatu visi konkrit terhadap hasil akhir usaha pengembangan. untuk menilai tingkat kepentingan desain industri dari suatu produk, dapat dilakukan dengan memperhatikan beberapa dimensi berikut. pertama, kebutuhan ergonomik: kemudahan pemakaian; kemudahan perawatan; kuantitas interaksi pemakai; pembaruan interaksi pemakai; keamanan; kenyamanan. kedua, kebutuhan estetis: diferensiasi produk; gengsi kepemilikan, mode atau kesan; motivasi tim pembahasan penilaian tingkat kepentingan produk handphone ini dilakukan terhadap merk dan tipe handphone yang paling banyak digunakan oleh mahasiswa fakultas ekonomi ubinus. penelitian menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data kuesioner. fakultas ekonomi ubinus memiliki 2 (dua) program studi, yaitu manajemen dan akuntansi dengan sebaran jumlah mahasiswa sebagai berikut. analisis tingkat kepentingan… (dyah budiastuti; diananda gf) 147 tabel 1 jumlah mpahasiswa fakultas ekonomi ubinus tahun angkatan manajemen (mhs) akuntansi (mhs) 1998 15 1 1999 85 19 2000 76 28 2001 691 184 2002 3333 1482 2003 2774 1100 2004 2814 1194 2005 3437 1872 jumlah 13225 5880 total mahasiswa (manajemen + akuntansi) 19105 sumber: lri ubinus dengan prosedur sampling cluster random sampling dan ukuran sampling secara proposional dengan tingkat kesalahan 10%, didapatkan responden terpilih untuk program studi manajemen sebanyak 69 mahasiswa dan program studi akuntansi sebanyak 31 mahasiswa. hasil penelitian menunjukkan terdapat lima merek handphone yang digunakan mahasiswa fakultas ekonomi, yaitu nokia, sony ericson, motorolla, samsung, dan siemens. diantara kelima merek tersebut, nokia adalah handpone yang paling banyak (79%) digunakan mahasiswa. dari handphone nokia ini, ditemukan 32 tipe/seri yang berbeda yang umumnya digunakan, dan paling banyak memilih tipe/seri 6600 (12.67%). didasarkan pada pemilihan merek dan tipe/seri handphone yang paling banyak digunakan mahasiswa fakultas ekonomi itulah, penilaian tingkat kepentingan desain industri terhadap produk handphone ini dilakukan. dari 79 mahasiswa yang menggunakan handphone merek nokia, berdasarkan kebutuhan ergonomik dan estetis diperoleh informasi berikut. berdasarkan kebutuhan ergonomik. pertama, dilihat dari dimensi kemudahan pemakaian dan diharapkan handphone sangat penting sebagai telepon yang dapat dibawa kemanapun. mungkin sering digunakan secara berkala, diperlukan untuk situasi darurat, dan dapat dioperasikan oleh pengemudi mobil ketika menyetir, 31,65% mahasiswa menganggap kemudahan pemakaian handphone adalah cukup penting (3.42). kedua, sebagai produk elektronik yang integrated, 32.91% mahasiswa menganggap kemudahan perawatan handphone cukup penting (2.77) bagi pengembangan desain industrinya. ketiga, kuantitas interaksi pemakai, seperti mengganti baterai, charge baterai, dialing, ketik pesan singkat (sms), menerima panggilan, membuka flip (tutup) handphone dianggap kurang penting (2.37) oleh mahasiswa (39,24%). journal the winners, vol. 7 no. 2, september 2006: 144-149 148 keempat, perbaikan pada handphone untuk mempermudah interaksi pemakai dengan handphone, seperti keypad (tombol dan susunannya), membuka casing handphone, mengganti baterai dan sim card, membuka keypad yang sliding, flip pada handphone sebagai bagian dari pembaruan interaksi pemakai, oleh 34,18% mahasiswa dianggap cukup penting (2.58). kelima, sebanyak 31,65% mahasiswa menganggap kurang penting (2.30) sejumlah perlengkapan dan aksesori hp yang didesain untuk keamanan, seperti earphone bagi pengendara mobil, atau desain antena, dan sudut handphone agar tidak membahayakan. keenam, bentuk sejumlah perlengkapan dan aksesori handphone perlu didesain untuk kenyamanan, seperti kenyamanan saat menggenggam handphone atau saat memasukkan handphone ke dalam saku, kenyamanan saat berbicara/mendengarkan panggilan di handphone (letak speaker/microphone-nya), sebanyak 36,71% menanggap kenyamanan dalam menggunakan handphone adalah cukup penting (3.42). dari hasil tersebut, dapat dijelaskan bahwa mahasiswa fakultas ekonomi ubinus menganggap peran desain industri untuk produk handphone dalam memenuhi kebutuhan ergonomik adalah cukup penting (2,81). berdasarkan kebutuhan estetis, diperoleh informasi berikut. pertama, ratusan merk dan model handphone di pasaran, tampilannya (fitur, teknologi, ukuran/dimensi, desain, pilihan warna, bahan, bentuk), oleh 26,58% mahasiswa dianggap penting (3.63) untuk membedakannya dari handphone merek/tipe lain. kedua, sebanyak 53,26% mahasiswa mengangap kurang penting (1.98) handphone secara fisik harus terlihat menarik, seperti pilihan warna, desain bentuk, ukuran/dimensi. ketiga, handphone harus memberikan kesan/imej yang baik, menarik ketika dilihat atau dipegang, dan menciptakan imej yang sesuai dengan harapan pemakai, sebanyak 49,37 % mahasiswa menganggap kurang penting (2.0). keempat, handpone sebagai produk yang terlihat bergengsi untuk penggunanya pada saat digunakan sebagai alat komunikasi perorangan pada area publik atau tempat umum sehingga memberikan prestise tersendiri kepada pemakainya, bagi 51,90% mahasiswa dianggap tidak penting (1.72). hasil itu menunjukkan bahwa mahasiswa fakultas ekonomi ubinus menganggap peran desain industri pada produk handphone dalam memenuhi kebutuhan estetis adalah kurang penting (2.33). secara keseluruhan, mahasiswa fakultas ekonomi ubinus menganggap bahwa peran desain industri sebuah produk handphone memiliki tingkat kepentingan yang lebih tinggi dalam memenuhi kebutuhan ergonomik dibandingkan perannya dalam memenuhi kebutuhan estetis dan diferensiasi produk dan kemudahan pemakaian merupakan hal yang perlu mendapat perhatian lebih. analisis tingkat kepentingan… (dyah budiastuti; diananda gf) 149 penutup simpulan yang diperoleh berdasarkan penelitian sebagai berikut. pertama, merek dan seri handphone yang paling banyak digunakan oleh mahasiswa fakultas ekonomi ubinus adalah nokia seri 6600. kedua, peran desain industri dalam memenuhi kebutuhan ergonomik pada produk handphone nokia oleh mahasiswa fakultas ekonomi ubinus dianggap cukup penting. ketiga, peran desain industri dalam memenuhi kebutuhan estetis pada produk handphone nokia oleh mahasiswa fakultas ekonomi ubinus dianggap kurang penting. keempat, diferensiasi produk dan kemudahan pemakaian dari handphone nokia memiliki tingkat kepentingan yang tinggi dalam pengembangan produk handphone. kelima, menurut mahasiswa fakultas ekonomi ubinus, desain industri mempunyai peran yang cukup penting dalam pengembangan produk handphone. daftar pustaka adjie, haryo. 2005. “laporan khusus; yang flop di pasaran.” diakses januari 2005.http://www.selular.co.id/lapsus/0112/05.htm. nuryadi, andra. 2003. “sejarah telepon seluler; dulu dijinjing, sekarang digenggam.” diakses 10 desember 2005 dari http://www.kompas.com/kompascetak/0310/03/muda/598953.htm, rosgani. 2004. “teknologi ponsel; mengulang sejarah pc?” diakses 10 desember 2005 dari http://www.angelfire.com/blog/mobileart/arsip/040620.html satriyantono, toni. 2001. “tantangan aplikasi wireless generasi 3 (3g).” diakses 10 desember 2005 dari http://satriyantono.net/works/paper1.htm. saudi, adhi. 2004. “kolom; fashion atau function?” diakses agustus 2004 dari http://www.selular.co.id/kolom/0814/04.htm ullrich, karl t. and steven d. eppinger. 2001. perancangan dan pengembangan produk. edisi pertama. jakarta: salemba teknika. the implementation of training …… (rosalin ayal et al.) 45 the implementation of training and development program: a study case at pt bank negara indonesia branch rosalin ayal1; isanawikrama2; yud buana3 1,2,3 binus entrepreneurship cente, management department, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1rosalinayal@binus.ac.id; 2isanawikrama@binus.ac.id; 3yudbuana@binus.ac.id abstract this research discussed the implementation of training and development programs in an organization. undertaken deep interview as a method, it was reviewing the training and development programs of pt bank negara indonesia cabang pasar klewer di surakarta (bni cpks) that covered the nature of training and development programs, training and development process, and behavioral aspects of the process. this research used the qualitative approach, consisted of literature theories and previous researches also explored analysis from the author by deep interview to 15 employees including management level of existing company’s unit/ departments. the analysis was undertaken through collecting data first, presenting the training and development programs and then comparing them with the relevant theories. by having a well-implemented training and development programs, it was hoped that the effort would result from the accomplishment of short-term, midterm, and long-term goals of the company. as the conclusion, the work of training and development programs at bni cpks in overall is considered poor. the human resource management, which is under administration level has no right to run its main responsibilities, which are to coordinate and arrange company’s training and development programs. almost process of training and development program is set by central (jakarta) or regional (semarang) office. in addition, the behavioral aspect negatively affects to the training and development programs of bni cpks, inducing all management levels to participate the training and developments programs as a formality. keywords: implementation, training and development, training program, development program introduction in general, training and development is a planned and systematic effort to modify or develop knowledge/skill/attitude through learning experience to achieve effective performance in an activity or range of activities (buckley & caple, 2009). it is important tools for the quality of organization’s performance and should be planned, formulated, and implemented not only by management but also by employees. effective management of the acquisition and training of human capital is thus an important key to organizational success (salas et al., 2012). management can use it as an input to improve their training and development program. for the employees, they will be more realizing the importance of training for their self. and for the future research, which it can be used as the reference to do other researches related to training and development program. the general benefits received from employee training are increased job satisfaction and morale, increased motivation, increased efficiencies in processes, resulting in the financial gain, increased capacity to adopt new technologies and methods, increased innovation in strategies and products and reduced employee turnover (elnaga & imran, 2013). mailto:1rosalinayal@binus.ac.id mailto:2isanawikrama@binus.ac.id 46 journal the winners, vol. 19 no. 1, march 2018: 45-52 a perfect employee training and development program must be the mixture of knowledge, career development, and goal setting (jehanzeb & bashir, 2013). the major goal of training and development program is providing an employee with skills and knowledge that can be used immediately on the job or in the future. then, benefits of training and development would be arise include improved organizational performance (e.g., profitability, effectiveness, productivity, operating revenue per employee), as well as other outcomes that relate directly (e.g., reduced costs, improved quality and quantity), or indirectly (e.g., employee turnover, organization’s reputation, social capital) to performance (aguinis & kraiger, 2009). demand for employee increase, skill to cope with those demands must be found, and many companies invest heavily in helping the employee to do this through development and learning activities/training. training opportunities may, therefore, serve a general purpose in making the employees feel important and taken care of, in terms of having opportunities to develop (dysvik & kuvaas, 2008). many companies invest in the systematic program to develop employees at each level of their careers. therefore companies' structure developmental experiences through which employees can acquire necessary skill are these include job assignments, task forces, and job rotation (kuvaas & dysvik, 2009). the terms of training and development refer to the total structure of on-the-job and off-the-job programs by organizations in developing job performance and career advancement (bertolino, truxillo, & fraccaroli, 2011). there are some examples of skill dimensions in training and development program (aguinis & kraiger, 2009); administrative (planning, developing systems; working efficiency), communication (speaking and writing effectively, listening, making presentations), interpersonal (building relationship, managing disagreement), motivation (drive for results, showing work commitment), organizational knowledge (technical expertise, ability to use financial data), self-management (acting with integrity, self-development). another recommendation for using training is to make arrangements that as soon as the individual returns from the training experience that they are required teach the main points, key concepts, and critical techniques to a group of colleagues (kuvaas, buch, & dysvik, 2012). sharing the learning experience maximizes the investment that the organization makes in the individual. reformation era in indonesia makes competitiveness among banks increases. each bank wants to attract customer as much as possible to make them survive. and as mentioned, competency of the employee is one of many important factors to make it (buchori, ibrahim, & saman, 2016). then, in this case, training and development program become priority investment. generally, training and development come up because of some organizational internal and external factors such as staff turnover, technology changes, job role changes, the new procedure, market pressures, government regulations, performance variations, and equality or opportunity (dysvik & kuvaas, 2008). bni cpks is one of development branch banks in surakarta. the establishing of pt bank negara indonesia (persero) has a big part in the birth of republic indonesia. republic indonesia's ministry meeting on september 19, 1945, decided to establish a state bank with a function as a circulation bank. then, bank negara indonesia has changed the function as a public bank to help national economic development. on august 17, 1965, bank negara indonesia changed its name again to bank negara indonesia unit iii based on the penetapan presiden 1965 no. 17 about government banks integration. in 1967, all government banks reversed to the previous function before the integration. next, with the constitution 1968 no. 17, bank negara indonesia unit iii change name to bank negara indonesia 1946 with the function as a bank umum milik negara. it directs its activities to the betterment and welfare of the people and for the development of the national economy, with emphasis on the industrial manufacturing sector. pt bank negara indonesia (persero) has active participation in the national development that is evidence of its dual role. firstly, as a governmentowned bank that has the duty of supporting the government's policies and activities in the economy, development, monetary and banking and secondly, as a commercial company that has to make the profit to ensure its business contribution. bni cpks is one bni branches that are planning to get a new larger budding in the center of the city and hiring some new peoples to work. because training the implementation of training …… (rosalin ayal et al.) 47 grows out of the belief that, with proper training and development programs; the employee could develop the skills necessary to do their job, so this is the organizations' task to have training and development as better as their competence people in the organization (khan & khan, 2011). previous research has studied that service quality has the deep role in customer commitment forming, while commitment is dominant variable in increasing customer satisfaction (agung, 2006). it has also stated that to increase customer commitment; the company should develop the quality of services by training. the research stop on these objectives and this research continue to discuss the implementation of training and development on bank industry. so, for those reasons, the objectives of this study are: (1) what are company’s training and development programs? (2) what role does pt bank negara indonesia (bni) play in developing the concept of training and development program? (3) what are the implications of training and development program to the employees? the expected benefit of this research is this will contribute some benefit to management, employees, and people who do the future research on this topic. methods this research has used the qualitative approach to research questions as a guided interview. it is conducted by in-depth interview or face to face of employees and human resource management in the company for one and a half month. the respondents are consist of 15 staffs including management level, from 5 (five) department units at bni cpks, two staff and one supervisor of each. the analysis consists of explanation from the researchers based on theories and data from the company by exploring bni cpks training and development programs implementation, comparing it with the theories and previous research. the explanations consist of (1) the literature includes theories and previous researches about training and development programs. this literature is used as basis tools to see the implementation of training and development program in practice. (2) exploration and analysis from the researchers about the existing training and development programs in the target company. the explanations would be collected from preliminary study and study proper. the primary source is data collection will be conducted by an exploratory study in the library and internet in order to get the literature review and theoretical background related to the research. study proper is conducted accurate information about training and development programs from the company by indepth interview; human resource audit, processes, and interaction that deserve more attention in order to understand the company policy related to company's training and development programs to acquire necessary information related to the research. results and discussions training and development program as stated in the background is providing the trainee with skill and knowledge. rather organizations' human resources management expect to develop a process that will enable them to have the right numbers of people in the right place and the right time to perform the job. the companies aim at gaining the competitive advantage by realized the importance of training in improving the employee’s performance (elnaga & imran, 2013). in addition, training and development for bni become important too because the demand of bank experts increase and competition becomes tight among banks. in indonesia moreover, there are many critical customers in these days. in bni cpks itself, almost all the training and development program come from the central (jakarta) or regional (semarang) office. the process of delivering training and development 48 journal the winners, vol. 19 no. 1, march 2018: 45-52 until evaluation stage is set by the central or regional office, and just some part of the stages that is decided by bni cpks. the result of the analysis is divided into three stages; they are assessment stage, training stage, and evaluation stage. assessment stage is decided by the central or regional office. if the company decides to purchase a training program from a consultant or vendor and if the company decides to build program itself, it will determine by the central or regional office. but formally, bni cpks gets the letter from the central or regional office to clearly describing what training or development program is necessary for them. this training is necessary needed because bni cpks had bad evaluation result from the central office in this picked up telephone behavior. the evaluation is done through mystery shopper who makes a phone call to bni cpks. the mystery shopper is someone from the central or regional office (someone who assigned to do it) who make the phone call to know how the employee picks up the telephone. the training stage is all training and development programs in bni cpks for staff or management level that is expected after completing the program those participants can improve their managerial, technical capabilities and their banking business visions through knowledge and understanding on vision, organization, individual leadership and system and business pattern of bni. the examples of the existing training program are vision, mission, and strategic of bni; work culture; and p3b (program pengembangan pegawai bank/ the bank employee development program). besides that, it is expected that the employees have an active role in implementing the managerial pattern in banking strategic fields through mastering visions and missions, the operational leadership of bni, and advanced knowledge on management, business pattern and basic banking operation in any sbu. the examples of the existing training program are bank technology and bcm (branch credit management). the next expected result from the training is able to realize strategic leadership principles in their functions as the role models and to especially strengthen their professionalism commitment in making strategic decisions in their units parallel with organizational ethics, values, and missions. the examples of the existing training program are leadership skill, and ccrm (corporate correspondence relationship manager). able to understand visionary leadership concepts to improve macro strategic vision so that they can improve own analytic, conceptual, and integrated thinking capabilities on the development of various regional and global factors are also the expected result from the training. the examples existing training program are the corporate vision, and company’s value creation focus on performance improvement. the important training bni cpks ever had is p3b (program pengembangan pegawai bank/the bank employee development program) includes how employees have a certain attitude in doing their job even among them or to the customers. the last stage is the evaluation stage that is decided by the central or regional office, which set the training program. since the evaluation criteria are set by the central or regional office, bni cpks just received the result without the criteria. furthermore, sometimes central or regional office directly interviews the trainee when the results show bad mark; why it could happen, what are the difficulties, and so on without sent both of the criteria and the result to bni cpks. once a month, bni cpks has a meeting to socialize new training that already done during that month. all employees come to that meeting; listen to the employee who received new training which explains what he/she is learned. according to the findings of research and theory at the literature review, it can be set the training and development model at bni cpks in figure 1. even though the branch has the same mission and vision with the central or regional office, does not mean that all strategies including training and development program just received from the central or regional office. every place has different situation and condition, which will affect corporate strategy, and who know better the condition is who live there. it is necessary to identify whether the training and development program align with and support the strategies of the bni cpks. it is the implementation of training …… (rosalin ayal et al.) 49 important for the organization to decide their own training and development requirements including the format and design to be implemented. the same is true with the training and development principal that has functioned to transfer knowledge, skill, and attitude based on the desire of organization. assessment stage training stage evaluation stage feedback ===== : by or in bni cpks : by central or regional office (trainer) figure 1 model of bni cpks training and development process one of many ways to assess what the training and development needed by the company is the interview with the employee or a team to describe what issues have been developing in the organization. some information such as the description of problems, when and how problems happen, can be gathered from that interview. in other words, the managers diagnose all present problems on future challenges, which will be met through training and development. after training complete, the certain participants receive a great deal of new knowledge. but what appeared to be more critical of them are their new found abilities to access knowledge and to utilize it in order to attempt in solving the problems that they faced on a daily basis. they appear to have acquired a wide repertoire of skills, yet skills development is no an active component of the program. these situations make almost all employees are unmotivated to use the training programs knowledge and skills mastered on the job. moreover, there are job rotations continuously in bni cpks that make employees' increased involvement in all aspect of the business. employees' satisfaction and motivation may be adversely affected because they find it difficult to develop functional specialties and they do not spend enough time in one position to receive a challenging assignment that is why development is becoming more important for all employees. there are many ways to set employee development program, for example is performance appraisal system to training programs. these include ranking employees, rating their work behaviours, rating the extent to which employees have desirable traits believed to be necessary for job success and directly measuring the results of work performance after training. these approaches can be useful for employee development under certain conditions. the appraisal system to training programs must give employees specific information about their performance problems and ways to improve their organization needs assessment task needs assessment employee needs assessment development of training objectives design and select training procedures measure training result development of criteria for training evaluation compare result in criteria train 50 journal the winners, vol. 19 no. 1, march 2018: 45-52 performance. this includes providing a clear understanding of the differences between current performance and expected performance after training, identifying the causes of the performance discrepancy, and developing action plans to improve performance. that is why key aspect of training design is formulating a training program that directly addresses individual and organizational problems (salas et al., 2012). since the criteria do not recognize the company especially the program assigned by bni cpks, they do not know how to evaluate their employee. so, bni cpks has their own training objectives to know the performance or outcome for evaluation criteria similar; bow trainee satisfaction is the reaction, how the trainee is learned – learning, and there is behavior improvement on the job or not behavior. through those evaluation criteria, bni cpks knows the performance of the employee and could be set new strategy to them, including the strategy to set training in line with the need. when the employee feels motivated, it improves their services and at the end obtaining higher customer satisfaction. research proves that human resource has a positive and significant impact on customer satisfaction, and quality of employee is the important element of it (sriwidodo & indriastuti, 2012). compare to the previous research, the implications of that training and development programs at bni cpks is this training and development programs just “something to do” for trainee because even company has some expectations, they do not give better development program to motivate them. this condition would reduce customer satisfaction. the lower the development and support, the more likely that transfer of training will not occur. one way to prepare trainees to deal with these unmotivated is to provide instruction self-management techniques at the end of the training programs. so, the limitation of this research is for next research; it should be discussed about training needs, advantages and disadvantages of the training; time management for training, trainer, place, situation, or content of training to make effective training for employees. this unmotivated condition could be either caused by there is no team building training in bni cpks, which very important to refresh all people in bni cpks in terms of their mentality and psychics. since almost training and development programs and daily works in bni cpks become routine activities, it is important to refresh their mind to motivate them in doing their job. there are some games can be used to do that. outbound training is one example of those games. outbound training is training program with experiential teaming in open air (alam terbuka) through games, simulations, discussions, and experiences as a material media (buchori, ibrahim, & saman, 2016). by way of straight embrace on training outbound activities, the trainee will get feedback almost immediately; therefore it can be used for personal development by each employee in the future. human resource results resume to training and development function regulation at bni cpks are (1) training is determined by the central office and branch manager does not yet include on training objective analysis to central (jakarta) or regional (semarang) office. consequently, the training is often just a duty that it does not need to do for the trainee. (2) the trainee is decided by the central office with the unclear criteria; thus sometimes the advantages do not directly reflect on their performance or unit where they placed. (3) there are no employee orientation programs. the current orientation program that has been done only comes from superordinate initiative individually, and it does not have the direct link with the career development and have no integrated training map. (4) almost programs oriented for central office precisely branch, which more need it have no attention. (5) bni cpks have no training and development evaluation programs that content of trainee, trainer or facilitator, even training consultant. the implementation of training …… (rosalin ayal et al.) 51 conclusions from the data analysis it can be concluded that training and development programs at bni cpks are ineffective and inefficient. this is caused by (1) bni cpks itself does not determine almost all training and development programs. training and development programs that have been done in bni cpks are operational training and development programs; such as teller, bank technology, and bni vision, mission, and strategic. (2) in developing the concept of training and development programs, bni cpks plays the role as an executor of central (jakarta) or regional (semarang) office decision in terms of training and development programs should be followed by the employee. the implication of training and development programs at bni cpks for the employee is knowledge and skill improvement related to their current job. for some employees, training and development programs that are joined just duty should do and follow as an instruction. moreover, the limitations of this research are the objectives which are related to the internal need of training only. this could be next research, to analyze the relation between effective training with customer satisfaction. references aguinis, h., & kraiger, k. (2009). benefits of training and development for individuals and teams, organizations, and society. annual review of psychology, 60(1), 451–474. https://doi.org/10.1146/annurev.psych.60.110707.163505. agung, k. h. 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(2012). perceived training intensity and knowledge sharing: sharing for intrinsic and prosocial reasons. human resource management, 51(2), 167–187. https://doi.org/10.1002/hrm.21464. kuvaas, b., & dysvik, a. (2009). perceived investment in employee development, intrinsic motivation and work performance. human resource management journal, 19(3), 217–236. https://doi.org/10.1111/j.1748-8583.2009.00103.x. salas, e., tannenbaum, s. i., kraiger, k., & smith-jentsch, k. a. (2012). the science of training and development in organizations. psychological science in the public interest, 13(2), 74–101. https://doi.org/10.1177/1529100612436661. sriwidodo, u., & indriastuti, r. t. (2012). pengaruh dimensi kualitas pelayanan jasa terhadap kepuasan nasabah. ekonomi dan kewirausahaan, 10(2), 164-173. microsoft word 07_dedi w._industri.doc journal the winners, vol. 7 no. 2, september 2006: 164-173 164 potensi dan prospek industri kecil dedi walujadi 1 abstract the manufacturing sector has retained its importance in the indonesian economy. since 1990 it has surpassed the agricultural sector as the main contributor to the gross domestic product (gdp). article analyses strenght and weaknesses of the small-scale manufacturing industries (ssis). by ussing the economic contribution approach and the framework proposed by pyke, based on 2003 data provided by bpsstatistics indonesiathe study investigates the ssis performance in relation to their economic contribution, the collective efficiency, constant innovation and economic of scope strategy. it is conluded that pyke’s framework was not apply since ssis facing lack of social infrastructures and knowledge, and mostly less educated compared with the larger one. the empirical evidence also shows that in terms of value added and labor absorption, its share less than 1 % and 16 % respectively of the whole of industrial sectors. keywords: small scale industries abstrak sektor industri pengolahan merupakan merupakan sektor penggerak dalam perekonomian indonesia, menggantikan sektor pertanian sejak tahun 1990. berdasarkan pendekatan kontribusi ekonomi dan kerangka pikir kerja sama yang berdasarkan sistem efisiensi kolektif, inovasi secara terus menerus, dan strategi ruang lingkup ekonomis yang diajukan oleh pyke (1993). artikel menganalisis kekuatan dan kelemahan usaha industri berskala kecil menggunakan data tahun 2003. hasil analisis menunjukkan kerangka pikir kerja sama belum terjadi karena lemahnya sdm dan infrastruktur sosial. selain itu, hasil studi juga menunjukkan nilai tambah ik kurang dari 1 persen dengan tingkat penyerapan tenaga kerja sebesar 16 persen. kata kunci: industri kecil 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta potensi dan prospek… (dedi walujadi) 165 pendahuluan saat ini, usaha mikro kecil dan menengah (umkm) memperoleh tugas yang penting dalam perencanaan pembangunan ekonomi nasional. hal itu dibuktikan dengan semakin besarnya kepercayaan pemerintah berupa pemberian berbagai fasilitasi modal, promosi, dan kesetaraan akses bagi umkm dalam mengikuti tender proyek pemerintah. aspek pengembangan dan pembinaan umkm sebenarnya sudah semakin ditingkatkan sejak tahun 1994, meliputi bukan hanya pada aspek teknis, melainkan juga pada aspek usaha, yaitu dengan dibentuknya departemen koperasi dan ppk. disadari bahwa aspek pengembangan dan pembinaan umkm pada umumnya dan industri berskala kecil (ik) pada khususnya, sangat penting ditinjau, baik dari sisi sosial maupun sisi ekonomi (un, 1969). dari sisi sosial, industri berskala kecil merupakan salah satu alat utama untuk menstimulir kewirausahaan pribumi, mengembangkan keterampilan pengrajin tradisional, dan sebagai alat ampuh menanggulangi masalah pengangguran. dari sisi ekonomi, ik mampu memberikan jalan keluar bagi tidak tersedianya prasarana fisik penopang industri berskala besar di kota besar dengan industrial dispersal-nya. ik juga terbukti mempunyai fleksibilitas lokasi yang tidak dipunyai industri berskala besar, yaitu dapat didirikan di daerah pinggiran dan mampu memanfaatkan tenaga kerja murah dengan sistim sub-kontrak. selain itu, ik sangat bermanfaat dari sisi diversifikasi struktur industri dan pemanfaatan sumber daya alam yang tidak tersentuh oleh industri berskala besar yang pada akhirnya meningkatkan aspek pembentukan modal masyarakat. masalahnya, keunggulan komparatif tersebut di atas tidak menjadikan ik sebagai suatu usaha yang secara teknis dan ekonomis dapat didirikan oleh siapa pun dan dimana pun dia berada. keunggulan komparatif tersebut yang pada sisi lain dapat ditunjukkan oleh kemampuan ik untuk berkompetisi dengan industri besar (co-exist) hanya terdapat pada beberapa jenis industri tertentu. oleh karena itu, merupakan pekerjaan rumah bagi strategi pembangunan industri indonesia adalah mengenali jenis industri kompetitif tersebut dan mengembangkannya. penelitian ini akan mengulas peta kekuatan ik dari aspek kontribusi ekonomi dan dalam konteks industri nasional, selain menganalisis potensi dan kendala yang dihadapi ik menggunakan kerangka kerja (framework) yang dikembangkan oleh pyke (1993) sebagai collective efficiency, economic of scope, dan constant innovation yang diperoleh atas dasar prinsip kerja sama. journal the winners, vol. 7 no. 2, september 2006: 164-173 166 pembahasan strategi kedepan industri berskala mikro dan kecil dalam menganalisis kemampuan industri kecil menghadapi era persaingan global, studi ini menggunakan dua metode analisis. pertama adalah berdasarkan aspek kontribusi ekonomi dalam bentuk perbandingan jumlah industri berdasarkan skala usaha dengan besaran kontribusi yang dihasilkannya, berupa penyerapan tenaga kerja dan nilai tambah yang dihasilkan. kedua adalah berdasarkan potensi dan prospeknya di masa yang akan datang, berupa pendekatan strategi dengan lingkup ekonomis yang tepat. untuk mengatasi berbagai kendala yang dihadapi dalam era globalisasi dimana persaingan semakin ketat dan perubahan selera konsumen yang semakin cepat, diperlukan berbagai strategi (cooper, a.c., 1981). berdasarkan potensi yang dipunyainya, sebenarnya terdapat berbagai strategi yang masih relevan untuk dapat digali dan dikembangkan pada industri kecil untuk dapat sukses berkompetisi. strategi tersebut adalah sistem collective efficiency, economic of scop, dan constant innovation yang diperoleh atas dasar prinsip kerja sama (pyke, 1993). menurut pyke, collective efficiency dilakukan dengan cara berikut. pertama, setiap usaha industri kecil melakukan spesialisasi, bahkan kalau perlu membeli mesin yang mahal sekali pun dan digunakan secara kolektif. selain itu, setiap usaha sejenis dapat memanfaatkan tenaga kerja pada usaha lain secara bergantian dan saling memanfaatkan informasi yang diperoleh. kedua, menggunakan jasa asosiasi, jaringan usaha kecil dan dilakukan secara kolektif, atau menggunakan jasa pemerintah (unit pelaksana teknis) untuk semua kebutuhan yang berkaitan dengan pembuatan desain baru, riset pasar, advertensi, penjualan dan distribusi, keuangan, pelatihan kerja, dan pembelian bahan baku. dengan cara tersebut, skala ekonomis dapat dicapai dan peningkatan kapasitas produksi dan penggunaan secara penuh kapasitas yang tersedia akan mengamankan tingkat efisiensi dan mengurangi biaya per unit produksi. selain dituntut kemampuannya dalam menghasilkan produksi dalam jumlah yang cukup besar, dalam menghadapi perubahan dan fluktuasi permintaan konsumen yang sangat cepat, industri kecil dituntut untuk memberikan respon secara cepat terhadap berubahnya pola produksi dan persyaratan pemasaran (economies of scope). dengan kata lain, suatu usaha yang hanya mengandalkan skala ekonomis tanpa memperhatikan lingkup ekonomis akan mengalami kesulitan dengan terjadinya perubahan permintaan pasar. menurut pyke, lingkup ekonomis dapat terwujud antara lain oleh: kemampuan berwirausaha; fleksibilitas yang tinggi, baik di dalam maupun di luar perusahaan, yang dimungkinkan oleh tersedianya teknologi mutakhir, tenaga terdidik, dan kerja sama antarindustri; kerjasama antarperusahaan; jaringan informasi yang cepat, kuat, dan keinginan untuk bertukar pengalaman; dan tersedianya institusi khusus pemberi jasa. potensi dan prospek… (dedi walujadi) 167 apabila syarat tersebut terpenuhi, industri kecil mampu menawarkan produk yang bervariasi dengan harga bersaing dan memenuhi selera konsumen, berpenampilan menarik, berkualitas, dan dapat diproduksi secara cepat dan efisien. strategi ketiga yang merupakan kunci keberhasilan industri kecil dalam era globalisasi adalah “kerja sama” antarberbagai industri yang berbeda tahapan produksinya, misalnya industri pembuat mesin dengan industri pemakai mesin tersebut. kerja sama antartahapan produksi yang berbeda mengakibatkan terakomodirnya permintaan konsumen yang cepat berubah dengan munculnya inovasi baru (constant innovation). data yang digunakan untuk menganalisis peta kekuatan industri berskala kecil dan dan sekaligus mikro (kerajinan rumah tangga) pada penelitian ini adalah survei usaha terintegrasi (susi) 2003 yang dilaksanakan oleh bps. susi merupakan sumber data dan informasi bagi usaha berskala mikro dan kecil di delapan sektor kegiatan ekonomi, selain pertanian yang dilakukan secara rutin setiap tahun, sejak tahun 1998. sementara, untuk usaha industri berskala sedang dan besar, data dan informasi yang diperoleh adalah dari survei perusahaan industri manufaktur tahunan yang dilakukan secara lengkap ke seluruh perusahaan di indonesia (sensus) sejak sensus industri tahun 1975. arus globalisasi dan potensi industri berskala mikro dan kecil dalam masyarakat yang mengarah ke era globalisasi dan mempunyai kecenderungan “membayar untuk barang yang berkualitas”, eksistensi industri kecil perlu dipertanyakan. meningkatnya secara alamiah pendapatan masyarakat mengakibatkan harga tidak lagi menjadi faktor utama dalam keputusan pembelian. masyarakat konsumen lebih peka terhadap kualitas dan tampilan produk, disamping keragamannya. hal itu mengakibatkan permintaan pasar menjadi mudah berubah-ubah. menghadapi perubahan pasar dan semakin ketatnya kompetisi pada pasar global, industri kecil perlu mengubah cara mengorganisasikan dirinya. sebagai gambaran umum bagaimana pentingnya industri berskala mikro dan kecil terhadap penyerapan tenaga kerja dan nilai tambah (value added) industri manufaktur secara keseluruhan, berikut disajikan beberapa tabel dan grafik dari hasil sensus dan survei yang dilakukan badan pusat statistik (bps) pada tahun 2003. bps mendasarkan pembagian kriteria skala industri atas dasar tenaga kerja. industri dikatakan berskala besar apabila mempunyai tenaga kerja > 100 orang, industri menengah antara 20-99 orang, industri kecil 5-19 orang, dan industri berskala mikro (rumahtangga) sebesar 1-4 orang. journal the winners, vol. 7 no. 2, september 2006: 164-173 168 banyaknya perusahaan besar dan sedang 0,76%kecil 8.86% rumahtangga 90,38% tabel 1 jumlah perusahaan industri manufaktur menurut skala, tahun 2003 skala industri banyaknya persentase rumahtangga 2,406,058 90.38 kecil 235,851 8.86 besar dan sedang 20,324 0.76 jumlah 2,662,233 100.00 sumber data: bps, diolah kembali grafik 1 jumlah perusahaan industri manufaktur menurut skala, tahun 2003 data tahun 2003 yang disajikan dalam tiga tabel menggambarkan potensi masing-masing industri berdasarkan skala. seperti yang dilihat pada tabel 1, dari sisi jumlah perusahaan industri kecil dengan jumlah sebanyak 235,851 perusahaan, secara relatif cukup dominan. populasinya hampir mendekati 9 persen atau merupakan 1 dari sebelas usaha dari belantara industri manufaktur sebanyak hampir 2.7 juta usaha dan kebanyakan berskala sangat kecil (micro enterprises). sementara dari sisi penyerapan tenaga kerja (lihat tabel 2), terlihat bahwa industri berskala mikro (rumahtangga) merupakan penyerap tenaga kerja terbesar diikuti oleh industri besar/sedang, yaitu masing-masing sebesar 43.57 dan 40.18 persen. industri kecil dengan jumlah penyerapan tenaga kerja sebesar 16.25 persen mempunyai potensi yang relatif cukup besar bagi peningkatan tenaga kerja, yaitu sebesar hampir 2 (dua) kali lipat dari jumlah usahanya (bps, 2005a). potensi dan prospek… (dedi walujadi) 169 tenaga kerja rumahtangg a 43,57% kecil 16,25% besar dan sedang 40,18% tabel 2 jumlah tenaga kerja industri manufaktur menurut skala, tahun 2003 skala industri banyaknya persentase rumahtangga 4,634,561 43.57 kecil 1,729,004 16.25 besar dan sedang 4,273,880 40.18 jumlah 10,637,445 100.00 sumber data: bps, diolah kembali grafik 2 jumlah tenaga kerja industri manufaktur menurut skala, tahun 2003 dari sisi nilai tambah, seperti yang dapat dilihat pada tabel 3, walaupun dari sisi jumlah perusahaan industri besar/sedang merupakan yang paling kecil (kurang dari 1 persen) tetapi dari sisi perolehan nilai tambah merupakan yang terbesar, yaitu sebesar 96.8 persen dari total perolehan nilai tambah industri manufaktur. presentase perolehan nilai tambah industri kecil jauh lebih kecil dibandingkan dengan proporsi jumlah usahanya maupun tenaga kerjanya, yaitu hanya sebesar 0.95 persen. tabel 3 besarnya nilai tambah, atas dasar harga pasar, industri manufaktur menurut skala, tahun 2003 skala industri besarnya (milyar rp) persentase rumahtangga 7,762.1 2.30 kecil 3,194.7 0.95 besar dan sedang 326,784.0 96.75 jumlah 337,740.8 100.00 sumber data: bps, diolah kembali journal the winners, vol. 7 no. 2, september 2006: 164-173 170 nilai tambah kecil 0,95% rumahtang ga 2,3% besar dan sedang 96,75% grafik 3 besarnya nilai tambah, atas dasar harga pasar, industri manufaktur menurut skala, tahun 2003 masih berkaitan dengan potensi industri berskala kecil adalah sumber kepemilikan modal. sebesar 160,622 usaha (68 persen) mengakui bahwa modal yang digunakan untuk menjalankan usahanya adalah 100% milik sendiri. sementara sebanyak 72,718 usaha (31 persen) sudah memperoleh kepercayaan pihak lain sehingga modal digunakan baik untuk menjalankan maupun memperluas usahanya sebagian adalah berasal dari pihak lain. sebanyak 32,827 usaha kecil (45 persen) dari yang memperoleh dana pinjaman tersebut mengakui memanfaatkan pinjaman dari bank, sementara 23,657 usaha (29 persen) memperoleh pinjaman tersebut dari keluarga dan perorangan (bps, 2005b). dalam survei tersebut juga terungkap, terdapatnya kesulitan untuk memperoleh tambahan modal yang berasal dari pinjaman dari bank pemerintah yang merupakan program untuk meningkatkan peran ekonomi usaha kecil. sebesar 32.3 persen responden mengakui tidak pernah memperoleh pinjaman dari bank karena tidak memiliki agunan. sebanyak 17 persen responden mengakui karena tidak memahami prosedurnya, 15 persen responden mengakui karena prosedur untuk mengajukan pinjaman sangat sulit, dan sebanyak 10 persen responden menganggap suku bunga pinjaman terlalu tinggi. alasan tersebut antara lain yang dapat menjelaskan mengapa tingginya persentase sumber pinjaman yang berasal dari perorangan, sebesar 12 persen, dan keluarga, sebesar 17 persen. aspek menarik lainnya berkaitan dengan potensi dan perluasan usaha adalah kemitraan yang dilakukan oleh industri kecil dengan principal usaha (bapak angkat). sebanyak 22.4 persen mengakui memiliki kemitraan dengan bapak angkat, dengan rincian 19 persen usaha memperoleh bantuan uang atau barang modal, 40 persen usaha memperoleh kemudahan pengadaan bahan baku, 63 persen usaha berupa bantuan pemasaran, dan sebesar 6 persen usaha memperoleh bantuan berupa bimbingan/pelatihan. potensi dan prospek… (dedi walujadi) 171 kendala yang dihadapi industri kecil merupakan satu keunggulan dari industri kecil yang menyebabkannya mampu bertahan dari gempuran dan ketatnya persaingan dari usaha berskala besar atau sedang adalah kedekatan jangkauannya dengan konsumen. dengan semakin meningkatnya kualitas infrastruktur, seperti jalan raya dan kemudahan sarana transportasi, kemajuan tersebut disatu sisi apabila tidak dimanfaatkan sebaik-baiknya oleh industri kecil dapat menjadi bumerang, yaitu membanjirnya produk industri besar dan sedang ke wilayah pemasarannya. sebanyak 69 persen responden mengakui masih mengalami kesulitan dalam menjalankan usahanya dan 44 persen responden (mayoritas) menyatakan bahwa kesulitan utama yang dihadapi usahanya adalah kelangkaan modal. sementara responden yang mengakui kesulitan utama yang dihadapi usahanya adalah pemasaran hasil produk adalah sebesar 38.4 persen,dan yang mengakui kesulitan utama yang dihadapi usahanya adalah kontinuitas pengadaan bahan baku untuk produksi sebesar 10 persen. merupakan suatu rahasia umum, berbagai industri berskala besar mendiversifikasi produknya secara terintegrasi sehingga dengan modal, teknologi, dan penguasaan bahan bakunya dapat menjual barang dengan kualitas lebih baik dan harga lebih murah yang mengakibatkan kematian industri kecil. adalah suatu upaya bijaksana apabila industri kecil diberi hak hidup dengan cara industri besar mentransfer teknologi dan menyediakan bahan baku yang lebih baik sementara industri kecil mengerjakan tahapan awal proses produksinya. hal menarik lainnya untuk digali berkaitan dengan eksistensi industri kecil dalam memasuki era globalisasi adalah persepsi pengusaha industri, mengenai prospek usahanya dalam 6 bulan ke depan. sebanyak 23,080 usaha (9.8 persen) mengaku pesimis dan menganggap 6 bulan kedepan lebih buruk dari kondisi sekarang, 59.6 persen manganggap kondisi akan sama saja, dan sebanyak 30.6 persen optimis bahwa prospek bisnisnya pada 6 bulan kedepan akan lebih baik dari sekarang. industri kecil dan prinsip kerja sama berdasarkan collective efficiency, economic of scope, dan constant innovation, sejauh mana dapat dilakukan? untuk menggambarkan sejauh mana potensi sumber daya manusia dan jaringan kerja sama antarperusahaan industri berskala kecil di indonesia yang merupakan prasyarat dari collective efficiency, economic of scope, dan constant innovation, berikut data dan informasi hasil survei usaha terintegrasi (susi) 2003. secara umum, sumber daya manusia di industri kecil secara formal adalah rendah. sebagian besar (75.6 persen) pengusaha adalah berpendidikan di bawah slta dan hanya 2.4 persen tamat perguruan tinggi sehingga diperlukan berbagai upaya terobosan untuk meng-upgrade skill dan knowledge-nya untuk meningkatkan potensi sumber daya manusia tadi, antara lain melalui penambahan kemampuan, peningkatan wawasan dan informasi melalui berbagai pelatihan jangka pendek atau media penerangan. journal the winners, vol. 7 no. 2, september 2006: 164-173 172 dari sisi kerja sama antarperusahaan, hasil susi 2003, juga menunjukkan hanya 6.9 persen responden (sebesar 16,199 usaha) memiliki kerja sama dengan koperasi dan sebesar 52,719 perusahaan (22.4 persen) memiliki kemitraan dengan bapak-angkat (foster-parent). keadaan itu kiranya memerlukan perhatian yang lebih serius karena disinilah letak kekuatan industri kecil. potensi kemitraan yang sudah cukup kuat (hampir mendekati 30 persen) perlu lebih ditingkatkan lagi, khsususnya dalam pengembangan dan pelatihan sdm. sebagaimana diuraikan dibagian terdahulu, jaringan kerja sama, menjadi salah satu kunci kisah sukses industri kecil di negara maju. sekali hal tersebut rapuh, sulit bagi industri kecil berperan di pentas ekonomi nasional. penutup industri berskala mikro dan kecil keberadaannya sangat krusial bagi perekonomian indonesia. seperti yang dapat dilihat dari hasil survei usaha terintegrasi (susi) 2003, peran industri kecil masih dapat ditingkatkan lagi. perolehan nilai tambah yang rendah sangat berkaitan dengan tingkat teknologi yang dikuasai, kualitas sumber daya manusia yang mengelolanya, dan berbagai dukungan yang belum diperoleh dari pembuat kebijakan. dari berbagai aspek kepentingan, secara jelas dan nyata keberadaan industri berskala mikro dan kecil sangat dibutuhkan. dari aspek potensi penyerapan tenaga kerja dan daya tahannya terhadap gejolak dan fluktiuasi ekonomi, ketahanan industri berskala kecil dan mikro tidak perlu diragukan sehingga merupakan suatu keniscayaan bagi pemerintah untuk lebih gencar lagi memberikan berbagai bantuan dan kemudahan kepada industri berskala mikro dan kecil. bantuan tersebut dapat dilakukan, baik berupa aspek pembinaan, seperti refreshment training; peningkatan kembali peran upt sebagai supporting unit; bantuan desain, informasi pasar, maupun dengan lebih disederhanakannya kembali prosedur pemberian kredit pinjaman lunak untuk ukm. selain itu, pemerintah perlu memfasilitasi keberadaan ukm dengan membentuk forum kerja sama, baik pada level horisontal dan vertikal sehingga kegiatan bisnis industri kecil dapat lebih sinergi dan optimal. potensi dan prospek… (dedi walujadi) 173 daftar pustaka bps. 2005a. statistik indonesia 2004. bpsjakarta. _______. 2005b. profil industri kecil dan kerajinan rumahtangga 2003. bpsjakarta. cooper, a.c. 1981. “strategic management: new ventures and small business.” long range planning. vol. 14, no. 5, pp.39-45. dedi, w. 1994. mencari kiat mengembangkan usaha kecil. ypukbogor. _______. 1995. “industri kecil menapak era globalisasi.” business news. jakarta: pyke, frank. 1993. industrial development through small firm cooperation: theory and practice. geneva: international labour office. unido. 1969. small-scale industry. new york: united nation. microsoft word 01_vol.15.1. marcella_ok_a2t.doc     model optimasi penentuan..... (marcella marsetiani)     1  model optimasi penentuan kombinasi produk menggunakan metode linear programming pada perusahaan bidang fashion marcella marsetiani pt astakarya busanaprima jln. sawo kav 25, jakarta selatan, dki jakarta marcella.marsetiani@yahoo.com abstract the aims of this research are to determine the most optimal method for sales forecasting, to show the number of sales forecast on march 2014, and to determine the appropriate and efficient product mix should be produced by pt astakarya busanaprima within the fashion industry. this research used six forecasting methods and linear programming technique by maximize function with eight decision variables: jackets, dresses, blouses, kebaya, caftans, skirts, pants, and shawls also with constrained factors: available time for work, primarily material, supporting material, and demand fluctuation. the results show that the best forecasting method for the company was linear regression which predicted that 17 jackets, 247 dresses, 78 blouses, 42 kebaya, 12 caftans, 15 skirts, 17 pants, and 4 shawls would be sold on march 2014. the appropriate and efficient product mix that should be produced on march 2014 are 17 jackets, 70 dresses, 78 blouses, 42 kebaya, 12 caftans, 15 skirts, 17 pants, and 4 shawls. keywords: optimization, forecasting, linear programming, maximization, product mix abstrak penelitian ini bertujuan untuk mengetahui metode peramalan apakah yang paling optimal, berapa banyak peramalan jumlah penjualan yang dapat diperoleh, dan kombinasi produk yang tepat dan efisien yang harus diproduksi oleh pt astakarya busanaprima yang bergerak di bidang fashion dan memproduksi pakaian jadi khusus wanita. dalam melakukan peramalan jumlah penjualan, digunakan enam metode teknik peramalan, sedangkan penentuan kombinasi produk yang harus diproduksi dianalisis dengan teknik program linier dimana formulasi model dengan fungsi tujuan maksimisasi, delapan variabel keputusan (jacket, dress, blouse, kebaya, kaftan, skirt, pants, dan shawl), dan empat batasan model yang utama (jumlah jam kerja yang tersedia, bahan baku utama, bahan pendukung, dan fluktuasi permintaan). hasil menunjukkan bahwa metode peramalan yang paling baik bagi perusahaan adalah regresi linier, yang pada periode maret 2014 diramalkan bahwa 17 unit jacket, 247 unit dress, 78 unit blouse, 42 unit kebaya, 12 unit kaftan, 15 unit skirt, 17 unit pants, dan 4 unit shawl akan terjual. kombinasi produk yang tepat dan efisien yang harus diproduksi pada periode maret 2014 adalah 17 unit jacket, 70 unit dress, 78 unit blouse, 42 unit kebaya, 12 unit kaftan, 15 unit skirt, 17 unit pants, dan 4 unit shawl. kata kunci: optimasi, peramalan, pemrograman linier, maksimasi, kombinasi produk 2                           journal the winners, vol. 15 no. 1, maret 2014: 1-7  pendahuluan pt astakarya busanaprima merupakan perusahaan yang bergerak dalam industri fashion dan memproduksi pakaian jadi khusus wanita. masalah utama yang terjadi pada pt astakarya busanaprima adalah fluktuasi tingkat permintaan pada jumlah penjualan (gambar 1). sedangkan input (sumber daya) memiliki keterbatasan, sehingga diperlukan pengalokasian resources yang tepat dan tata kelola sistem manajemen yang baik. dengan pengalokasian dan tata kelola yang baik, pt astakarya busanaprima dapat memenuhi setiap permintaan yang ada. maka dari itu, penentuan target produksi yang tepat diperlukan agar jumlah yang diproduksi dapat menjawab permintaan pasar tepat sasaran di tengah banyaknya produk atau pesaing yang beredar di pasar mode. dengan demikian, tidak terjadi over-production ataupun over-capacity. jika jumlah produksi melebihi jumlah permintaan, dapat menyebabkan pengembalian barang (retur) dari store yang terpaksa harus disimpan di gudang. penumpukan barang dalam jangka waktu yang lama akan memakan banyak biaya. gambar 1 grafik jumlah penjualan (2011-2013) (sumber: pt astakarya busanaprima) berdasarkan latar belakang yang telah dikemukakan, formulasi masalah dalam penelitian ini adalah pertama, metode peramalan apakah yang paling optimal bagi pt astakarya busanaprima. kedua, berapa banyak peramalan jumlah penjualan yang dapat diperoleh pt astakarya busanaprima pada periode maret 2014. ketiga, bagaimana kombinasi produk yang tepat dan efisien yang harus diproduksi oleh pt astakarya busanaprima pada periode maret 2014. untuk itu, penelitian ini bertujuan untuk, pertama, mengetahui metode peramalan apakah yang paling optimal bagi pt astakarya busanaprima. kedua, untuk mengetahui berapa banyak peramalan jumlah penjualan yang dapat diperoleh pt astakarya busanaprima pada periode maret 2014. ketiga, untuk mengetahui kombinasi produk yang tepat dan efisien yang harus diproduksi oleh pt astakarya busanaprima pada periode maret 2014. landasan teori optimasi produksi optimasi produksi adalah suatu cara untuk merencanakan atau mengatur penggunaan sumber daya yang dimiliki perusahaan, seperti: bahan baku, tenaga kerja, modal kerja, dan fasilitas produksi supaya dapat memenuhi permintaan konsumen, mengoptimalkan bahan baku yang ada dan agar proses produksi dapat berjalan dengan efektif dan efisien. beberapa cara untuk dapat mengoptimalkan produksi, yakni: meningkatkan kualitas produksi, manfaat produksi, bentuk fisik produksi, dan mengatur jumlah produksi (astuti, linawati, & mahatma, 2013). adapun beberapa teknik penyelesaian dalam menentukan optimasi produksi. salah satunya adalah model program matematis,     model optimasi penentuan..... (marcella marsetiani)     3  yang termasuk pada klasifikasi umum untuk model alokasi dalam menentukan keputusan optimal dan pola dari alokasi sumber daya (igwe & onyenweaku, 2013). forecasting peramalan (forecasting) adalah suatu upaya untuk memperoleh gambaran mengenai apa yang akan terjadi di masa mendatang, yang akan menjadi dasar dalam membuat perencanaan. nilai strategis dari fungsi peramalan dan perencanaan dapat dinyatakan sebagai “bridging the gap between where we are now and where we want to be” (wignjosoebroto, 2003:337). menurut gass dan fu (2013), peramalan diperlukan jika terdapat ketidakpastian dan banyak pula situasi yang penuh dengan ketidakpastian, sehingga prosedur peramalan yang tepat dapat membantu dalam mengurangi dan menilai ketidakpastian juga membantu para manajer untuk dapat mengambil keputusan dengan lebih baik lagi. linear programming banyak keputusan utama yang dihadapi oleh seorang manajer perusahaan untuk mencapai tujuan perusahaan dengan batasan situasi lingkungan operasi. pembatasan tersebut meliputi sumber daya, misalnya : waktu, tenaga kerja, energi, bahan baku, atau uang; atau dapat berupa bentuk batasan pedoman, misalnya resep untuk membuat makanan atau spesifikasi teknik. secara umum, tujuan perusahaan yang paling sering terjadi adalah sedapat mungkin memaksimalkan laba atau meminimalkan biaya. saat manajer berusaha untuk menyelesaikan masalah dengan mencari tujuan yang dibatasi oleh batasan tertentu, metode program linier sering digunakan (taylor, 2005). adapun metode ini menurut render, stair, dan hanna (2012:270): “linear programming is a technique that helps in resource allocation decisions.” hal ini berarti bahwa program linier adalah teknik yang membantu dalam keputusan-keputusan pengalokasian sumber daya. salah satu permasalahan yang paling sering terjadi dalam program linier adalah permasalahan kombinasi produk dimana program linier digunakan untuk memutuskan berapa banyak yang harus diproduksi untuk masing-masing produk di tengah keterbatasan-keterbatasan sumber daya yang dimiliki. metode untuk mengetahui hasil peramalan permintaan digunakan software qm for windows 2. metode perhitungan peramalan yang digunakan terdiri dari naive method, moving average, weighted moving average, exponential smoothing, exponential smoothing with trend, dan linear regression. sekalipun belum ada metode yang dapat meramalkan secara akurat, tujuan digunakan beberapa metode tersebut untuk memperoleh perbandingan ukuran akurasi hasil peramalan yang dapat dilihat dari mean absolute deviation (mad), yang menurut heizer dan render (2009) “merupakan ukuran pertama kesalahan peramalan keseluruhan untuk sebuah model”. penelitian ini menggunakan data historis jumlah penjualan periode januari 2011 hingga november 2013 dari masing-masing produk untuk melakukan forecasting pada periode maret 2014. berikut ini adalah formulasi model yang digunakan dalam metode linear programming: variabel keputusan: a. jumlah jacket = x1 b. jumlah dress = x2 c. jumlah blouse = x3 d. jumlah kebaya = x4 e. jumlah kaftan = x5 f. jumlah skirt = x6 g. jumlah pants = x7 h. jumlah shawl = x8 4                           journal the winners, vol. 15 no. 1, maret 2014: 1-7  fungsi tujuan: maksimisasi z = 4.000.000x1 + 4.400.000x2 + 3.250.000x3 + 3.300.000x4 + 3.600.000x5 + 1.575.000x6 + 1.575.000x7 + 3.500.000x8 fungsi kendala: a. waktu : 14x1 + 23x2 + 21,5x3 + 14x4 + 21,5x5 + 8x6 + 8x7 + 16x8 < 24.960 b. kain jenis i : 5x2 + 3x3 + 2,5x4 + 3x5 + 2,75x6 + 1,5x7 + 2,25x8 < 2.500 c. kain jenis ii : 1,75x1 < 250 d. benang : 3x1 + 3x2 + 3x3 + 3x4 + 3x5 + 3x6 + 3x7 + 3x8 < 1.200 e. benang bordir : 2x1 + 3x2 + x3 + x4 + x5 + 0,5x6 + 0,5x7 + x8 < 400 f. lapisan dalam : 1,5x1 + 2,5x2 + 2,5x3 + 2,5x5 + x6 + 1,5x7 < 575 g. kain keras : 2,5x1 + x6 + x7 < 150 h. manik-manik : 90x1 + 90x2 + 90x3 + 100x4 + 100x5 + 40x6 + 40x7 + 120x8 < 35.000 i. retsleting : x2 + x6 + x7 + x8 < 150 j. kancing : 7x1 + 27x2 + 7x3 + 7x4 + 9x5 + x6 + x7 < 3.000 k. jacket : x1 < 17 l. dress : x2 < 247 m. blouse : x3 < 78 n. kebaya : x4 < 42 o. kaftan : x5 < 12 p. skirt : x6 < 15 q. pants : x7 < 17 r. shawl : x8 < 4 hasil dan pembahasan tabel 1 – tabel 8 menunjukkan perbandingan peramalan produk di pt astakarya busanaprima menggunakan naive method, moving average, weighted moving average, exponential smoothing, exponential smoothing with trend, dan linear regression. tabel 1 tabel perbandingan hasil peramalan jacket metode forecast mad mse naive method 15 7,1176 106,1765 moving average (dengan n = 3) 16,6667 7,1563 86,1146 weighted moving average (0,5; 0,3; 0,2) 15,3 7,0031 83,2828 exponential smoothing (α = 0,2) 16,7136 6,929 74,5397 exponential smoothing with trend (α = 0,3 dan β = 0,4) 14,8251 8,2155 106,4824 linear regression (y = 13,86555 + 0,0773x) 16,6487 6,0686 64,9528 sumber: peneliti (2013) tabel 2 tabel perbandingan hasil peramalan dress metode forecast mad mse naive method 197 94,8529 16.303,85 moving average (dengan n = 3) 175,6667 90,6146 13.610,84 weighted moving average (0,5; 0,3; 0,2) 178,7 88,8563 13.189,06 exponential smoothing (α = 0,2) 216,2291 79,0205 11.947,96 exponential smoothing with trend (α = 0,3 dan β = 0,4) 199,6136 105,5443 17.030 linear regression (y = 198,995 + 1,2289x) 243,2336 70,0194 9.824,359 sumber: peneliti (2013)     model optimasi penentuan..... (marcella marsetiani)     5  tabel 3 tabel perbandingan hasil peramalan blouse metode forecast mad mse naive method 50 64,4706 9.055,823 moving average (dengan n = 3) 94,3333 59,4896 6.169,982 weighted moving average (0,2; 0,3; 0,5) 88,9 59,7906 6.432,901 exponential smoothing (α = 0,2) 107,0753 53,1137 5.611,461 exponential smoothing with trend (α = 0,3 dan β = 0,4) 87,1676 67,3178 7.008,067 linear regression (y = 222,8824 3,73x) 88,6034 43,1323 4.373,496 sumber: peneliti (2013) tabel 4 tabel perbandingan hasil peramalan kebaya metode forecast mad mse naive method 21 25,1765 1.071,588 moving average (dengan n = 3) 28,3333 27,4167 1.138,722 weighted moving average (0,5; 0,3; 0,2) 27,3 25,8375 1.038,253 exponential smoothing (α = 0,2) 42,0678 25,7616 1.076,713 exponential smoothing with trend (α = 0,3 dan β = 0,4) 27,0736 33,0039 1.546,76 linear regression (y = 72,2521 0,7854x) 43,9765 23,4681 878,7197 sumber: peneliti (2013) tabel 5 tabel perbandingan hasil peramalan kaftan metode forecast mad mse naive method 4 14,0588 810,7059 moving average (dengan n=3) 12,6667 16,1458 701,2016 weighted moving average(0,5; 0,3; 0,2) 10,5 15,5313 682,0031 exponential smoothing (α = 0,2) 16,1161 13,7891 568,9147 exponential smoothing with trend (α = 0,3 dan β = 0,4) 19,2285 19,2461 787,4888 linear regression (y = 18,4958 0,1768x) 12,1328 12,0542 489,2574 sumber: peneliti (2013)   tabel 6 tabel perbandingan hasil peramalan skirt metode forecast mad mse naive method 7 5,7941 57,8529 moving average (dengan n=3) 8 5,6771 47,4271 weighted moving average (0,5; 0,3; 0,2) 7,9 5,5719 46,6066 exponential smoothing (α = 0,2) 11,5209 5,1747 37,3677 exponential smoothing with trend (α = 0,3 dan β = 0,4) 7,9761 5,6486 47,6082 linear regression (y = 9,739495 + 0,1319x) 14,4891 4,6429 31,4687 sumber: peneliti (2013) tabel 7 tabel perbandingan hasil peramalan pants metode forecast mad mse naive method 16 12,5 622,147 moving average (dengan n=3) 18,3333 13,3438 489,6562 weighted moving average (0,5; 0,3; 0,2) 18,4 13,1969 493,569 exponential smoothing (α = 0,2) 21,0851 11,6096 401,4722 exponential smoothing with trend (α = 0,3 dan β = 0,4) 21,9515 15,6916 556,923 linear regression (y = 32,92437 0,4244x) 17,6471 10,468 333,435 sumber: peneliti (2013) 6                           journal the winners, vol. 15 no. 1, maret 2014: 1-7  tabel 8 tabel perbandingan hasil peramalan shawl metode forecast mad mse naive method 3 5,9412 79,5294 moving average (dengan n=3) 3 5,9583 70,8333 weighted moving average (0,5; 0,3; 0,2) 3,1 5,5875 65,6519 exponential smoothing (α = 0,2) 5,057 5,3432 63,1013 exponential smoothing with trend (α = 0,3 dan β = 0,4) 5,4667 7,1395 86,3518 linear regression (y = 9,043697 0,1532x) 3,5277 4,9895 50,2095 sumber: peneliti (2013) berdasarkan hasil peramalan, diketahui bahwa metode linear regression merupakan yang terbaik dikarenakan memiliki angka mad yang terkecil. dengan demikian, persamaan regresi dapat digunakan untuk meramalkan jumlah penjualan tiap produk pada periode maret 2014, sebagai berikut. tabel 9 hasil peramalan jumlah penjualan periode maret 2014 produk persamaan regresi forecast (x = 39) jacket y = 13,86555 + 0,0773x 16,88025 dibulatkan menjadi 17 unit dress y = 198,995 + 1,2289x 246,9221 dibulatkan menjadi 247 unit blouse y = 222,8824 3,73x 77,4124 dibulatkan menjadi 78 unit kebaya y = 72,2521 0,7854x 41,6215 dibulatkan menjadi 42 unit kaftan y = 18,4958 0,1768x 11,6006 dibulatkan menjadi 12 unit skirt y = 9,739495 + 0,1319x 14,883595 dibulatkan menjadi 15 unit pants y = 32,92437 0,4244x 16,37277 dibulatkan menjadi 17 unit shawl y = 9,043697 0,1532x 3,068897 dibulatkan menjadi 4 unit sumber: peneliti (2013) hasil pengolahan data menggunakan software qm for windows 2 menunjukkan bahwa solusi dalam memberikan kombinasi produk yang tepat yang seharusnya diproduksi pt astakarya busanaprima pada periode maret 2014 adalah 17 unit jacket, 70,4074 unit dress, 78 unit blouse, 42 unit kebaya, 12 unit kaftan, 15 unit skirt, 17 unit pants, dan 4 unit shawl dengan pendapatan maksimum sebesar rp877.492.589,14. tabel 10 menjelaskan secara lebih rinci. tabel 10 tabel pendapatan produk jumlah harga pendapatan jacket 17 unit rp 4,000,000.00 rp 68,000,000.00 dress 70,4074 70 unit dan 0,4074 merupakan work-in-process rp 4,400,000.00 rp 308,000,000.00 blouse 78 unit rp 3,250,000.00 rp 253,500,000.00 kebaya 42 unit rp 3,300,000.00 rp 138,600,000.00 kaftan 12 unit rp 3,600,000.00 rp 43,200,000.00 skirt 15 unit rp 1,575,000.00 rp 23,625,000.00 pants 17 unit rp 1,575,000.00 rp 26,775,000.00 shawl 4 unit rp 3,500,000.00 rp 14,000,000.00 total rp 875,700,000.00 sumber: peneliti (2013) terjadinya perbedaan perhitungan total pendapatan maksimum pada periode maret 2014 disebabkan perbedaan dalam pembulatan angka. jadi, nilai 70,4074 unit yang dianggap akan dijual adalah 70 unit. sisanya 0,5926 masih dalam tahap pengerjaan (work-in-process) yang belum selesai pada periode maret 2014, sehingga pada periode maret 2014 sebaiknya pt astakarya busanaprima memproduksi 17 unit jacket, 70 unit dress, 78 unit blouse, 42 unit kebaya, 12 unit kaftan, 15 unit     model optimasi penentuan..... (marcella marsetiani)     7  skirt, 17 unit pants, dan 4 unit shawl untuk dapat memaksimalkan pendapatan sebesar rp875.700.000,00. dalam output ranging, didapatkan bahwa masih terdapat slack atau surplus yang menggambarkan sisa dari penggunaan input (sumber daya) dalam proses produksi, yakni pada penggunaan waktu kerja, kain jenis 1, kain jenis 2, benang, benang bordir, lapisan dalam, kain keras, manik-manik, dan retsleting serta pemenuhan permintaan dress. sedangkan input (sumber daya) yang telah digunakan dengan optimal adalah penggunaan kancing juga pemenuhan peramalan permintaan untuk jacket, blouse, kebaya, kaftan, skirt, pants, dan shawl, yang memiliki nilai slack (surplus) sebesar 0. dengan demikian, agar pt astakarya busanaprima dapat mencapai pendapatan yang optimal serta memproduksi dengan efektif dan efisien, diharapkan dapat melakukan pemberdayaan tenaga kerja sehingga dapat memaksimalkan waktu kerja, bahan baku dan bahan pendukung dapat lebih dimanfaatkan, sehingga dapat menjalankan kegiatan produksi yang lebih baik dengan tingkat produktivitas yang tinggi dan mengalokasikan input (sumber daya) yang masih ada untuk memproduksi dress lebih banyak lagi, sehingga dapat menjawab setiap permintaan yang ada. simpulan pertama, metode peramalan yang paling optimal untuk meramalkan jumlah penjualan tiap produk bagi pt astakarya busanaprima adalah linear regression karena memiliki nilai mean absolute deviation (mad) yang terkecil dari semua metode yang digunakan dalam penelitian ini. kedua, perkiraan jumlah penjualan yang dapat diperoleh pt astakarya busanaprima pada periode maret 2014 untuk produk jacket, dress, blouse, kebaya, kaftan, skirt, pants, dan shawl secara berturutturut : 17 unit, 247 unit, 78 unit, 42 unit, 12 unit, 15 unit, 17 unit, dan 4 unit. ketiga, kombinasi produk yang tepat dan efisien yang harus diproduksi bagi pt astakarya busanaprima pada periode maret 2014 adalah 17 unit jacket, 70 unit dress, 78 unit blouse, 42 unit kebaya, 12 unit kaftan, 15 unit skirt, 17 unit pants, dan 4 unit shawl. daftar pustaka astuti, n. e. d., linawati, l., & mahatma, t. (2013). penerapan model linear goal programming untuk optimasi perencanaan produksi. prosiding seminar nasional sains dan pendidikan sains fakultas sains dan matematika uksw, 8(4), 464–471. gass, s. i., & fu, m. c. (eds.). (2013). encyclopedia of operations research and management science (3 ed.). new york: springer. heizer, j. & render, b. (2009). manajemen operasi. 9th ed, vol. 1. jakarta: salemba empat. igwe, k. c. & onyenweaku, c. e. (2013). a linear programming approach to food crops and livestock enterprises planning in aba agricultural zone of abia state, nigeria. american journal of experimental agriculture, 3(2), 412–431. render, b., stair jr., r. m., & hanna, m. e. (2012). quantitative analysis for management. 11th edition. england: pearson education. taylor iii, b. w. (2005). introduction to management science. 8th edition. new jersey: prentice hall. wignjosoebroto, s. (2003). pengantar teknik & manajemen industri. surabaya: guna widya. penerapan linear programming..... (sugiarto christian) 55 penerapan linear programming untuk mengoptimalkan jumlah produksi dalam memperoleh keuntungan maksimal pada cv cipta unggul pratama sugiarto christian ocbc nisp tower jln. prof. dr. satrio kav. 25, jakarta selatan 12940 huangchristian@yahoo.com abstract the purpose of this study is to investigate and understand the barriers and optimize the combination of products in production quantities to gain maximum profit in cv cipta unggul pratama. this study used quantitative approach with survey to collect data. analysis used forecasting and linear programming method. this analysis was used to combine the right amount of products to get maximum benefit of cv cipta unggul pratama. the results achieved in this research is to know the company in the form of barriers to raw material shortages of 875 m2, labor hours by 4,368 hours, demand forecasting as many as 230 pairs of school shoes, 344 pairs of sports shoes, 450 pairs of shoes and formal employment. the company also had to produce 230 pairs of school shoes, 344 pairs of sports shoes, 450 pairs of shoes and formal employment. based on the results obtained, research suggested cv cipta unggul pratama makes plans to increase production and to improve the company needs to expand its production or marketing of products territorial expansion. keywords: implementation of linear programming, maximum profit abstrak tujuan penelitian ini adalah untuk mengetahui dan memahami hambatan-hambatan serta kombinasi produk dalam mengoptimalkan jumlah produksi untuk memperoleh keuntungan maksimal pada cv cipta unggul pratama. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei untuk memperoleh data. metode analisis yang digunakan dalam penelitian ini adalah forecasting dan linear programming. analisis ini digunakan untuk kombinasi jumlah produk yang tepat untuk memperoleh keuntungan maksimal cv cipta unggul pratama. hasil yang dicapai dalam penelitian ini adalah perusahaan mengetahui hambatan berupa keterbatasan bahan baku sebesar 875 m2, jam tenaga kerja sebesar 4.368 jam, peramalan permintaan sebanyak 230 pasang sepatu sekolah, 344 pasang sepatu olahraga, dan 450 pasang sepatu kerja formal. perusahaan juga harus memproduksi 230 pasang sepatu sekolah, 344 pasang sepatu olahraga, dan 450 pasang sepatu kerja formal. berdasarkan hasil yang diperoleh penulis menyarankan cv cipta unggul pratama membuat perencanaan peningkatan produksi dan untuk dapat meningkatkan produksi perusahaan perlu melakukan ekspansi atau perluasan wilayah produk pemasaran. kata kunci: penerapan linear programming, keuntungan maksimal 56 journal the winners, vol. 14 no. 1, maret 2013: 55-60 pendahuluan sepatu merupakan suatu kebutuhan dan gaya hidup bagi masyarakat dalam menjalankan aktivitas sehari-hari, mulai dari sepatu formal untuk ke kantor, sepatu untuk berolahraga, sepatu untuk menghadiri pesta, sepatu sekolah, dan lain-lain. hal inilah yang mendasari footwear distributors and retailers of america untuk menyatakan komitmennya berinvestasi dan melakukan diversifikasi sourcing produksi alas kakinya dari china ke indonesia. hal tersebut dilakukan dengan menyelesaikan berbagai permasalahan yang dapat menghambat kerja sama perdagangan dan investasi antara industri sepatu indonesia dan amerika serikat. ketatnya persaingan industri sepatu indonesia tidak hanya berasal dari luar negeri tetapi juga berasal dari dalam negeri. banyaknya pemain baru dalam pasar mengakibatkan perusahaan harus bekerja lebih untuk dapat bertahan dan mengembangkan usaha. untuk itu, perusahaan harus mendapatkan keuntungan yang nantinya akan digunakan untuk melakukan ekspansi pasar. cv cipta unggul pratama merupakan perusahaan yang bergerak dalam bidang outsole, insole, dan shoes supply. dalam menjalankan aktivitasnya, perusahaan menghadapi kendala fluktuasi permintaan sehingga perusahaan harus menyimpan sisa barang produksi di dalam gudang penyimpanan. hal ini mengakibatkan timbulnya biaya penyimpanan yang berdampak pada berkurangnya keuntungan yang diperoleh perusahaan. metode linear programming merupakan metode yang tepat untuk memecahkan masalah yang dialami oleh perusahaan. metode linear programming membantu perusahaan dengan cara mengombinasikan variasi produk yang ada berdasarkan keterbatasan sumber daya yang dimiliki oleh perusahaan. dengan demikian perusahaan dapat melakukan produksi secara optimal untuk memperoleh keuntungan maksimal. landasan teori riset operasi merupakan aplikasi metode-metode, teknik-teknik dan peralatan ilmiah dalam menghadapi masalah-masalah yang timbul dalam operasi perusahaan dengan tujuan menemukan pemecahan yang optimal (aminuddin. 2005). salah satu metode dalam riset operasi adalah peramalan sebagaimana yang digunakan pada riset ini. peramalan menurut fildes, nikolopoulos, crone, dan syntetos (2008) adalah perkiraan peristiwa-peristiwa pada waktu yang akan datang atas dasar polapola waktu yang lalu, dan penggunaan kebijakan terhadap proyeksi-proyeksi dengan pola-pola pada waktu yang lalu. peramalan dapat dilakukan dengan melibatkan pengambilan data masa lalu dan menempatkannya ke masa yang akan datang dengan suatu bentuk model matematis. dengan peramalan yang baik diharapkan pemborosan akan bisa dikurangi, dapat lebih terkonsentrasi pada sasaran tertentu, perencanaan lebih baik, sehingga dapat menjadi kenyataan. setelah dibuat proyeksi peramalan, maka dilaksanakan penghitungan dengan metode linear programming. menurut stapleton, hanna, dan markussen (2003), definisi linear programming adalah suatu teknik aplikasi matematika dalam menentukan pemecahan masalah yang bertujuan untuk memaksimumkan atau meminimumkan sesuatu yang dibatasi oleh batasan-batasan tertentu. hal ini dikenal juga sebagai teknik optimalisasi. model program linear dapat menentukan nilai dari variabel keputusan yang terdapat di dalam model program linier. menurut sitinjak (2006), metode yang dapat digunakan untuk mencari solusi dari model program linier terbagi menjadi 2, yaitu: metode grafik dan metode simpleks. metode grafik digunakan jika banyaknya varibel keputusan di dalam model program linier sejumlah dua variabel keputusan (= 2 variabel). metode simpleks digunakan jika banyaknya variabel keputusan di dalam model program linier minimal dua variabel keputusan (≥ 2 variabel). penerapan linear programming..... (sugiarto christian) 57 metode pada prinsipnya data yang dibutuhkan dan dianalisis dalam penelitian ini bersumber dari data sekunder. untuk itu dibutuhkan beberapa metode pengumpulan data yang digunakan terdiri dari kepustakaan, observasi, dan interview. teknik pengambilan sampel yang digunakan adalah probability sampling, yaitu teknik pengambilan sampel yang memberikan peluang yang sama bagi setiap unsur anggota populasi untuk dipilih menjadi anggota sampel. permasalahan yang dihadapi adalah bagaimana mengambil keputusan dengan memanfaatkan data yang tersedia untuk menyelesaikan masalah dengan tujuan yang dibatasi oleh keterbatasan tertentu. permasalahan ini dapat diatasi dengan memanfaatkan program linear atau metode linear programming. metode linear programming terdapat 2 jenis, yaitu: metode grafik dan metode simpleks. pada penelitian ini akan digunakan metode simpleks, karena variabel keputusan yang digunakan lebih dari 2 variabel atau 2 produk. metode simpleks yang dirancang untuk menyelesaikan seluruh masalah linear programming, baik yang melibatkan dua variabel maupun lebih dari dua variabel. metode simpleks merupakan teknik yang paling berhasil dikembangkan untuk memecahkan persoalan program linier yang mempunyai jumlah variabel keputusan dan pembatas yang besar. (sunarsih & ramdani, 2003). langkah-langkah awal yang harus ditentukan dalam penyelesaian masalah dengan metode program linear adalah dengan menentukan 3 faktor utama, yaitu: (1) variabel keputusan; produk apa saja yang akan diproduksi dan berapa jumlah unit yang akan diproduksi dalam suatu periode tertentu; (2) fungsi tujuan; zmax = c1x1 + c2x2 + c3x3 + c4x4+ c5x5 + c6x6; (3) fungsi kendala; batasan-batasan dalam mencapai tujuan: a11x1 + a12x2 + a13x3 + a14x4 + a15x5 + a16x6 ≤ b1 a21x1 + a22x2 + a23x3 + a24x4 + a25x5 + a26x6 ≤ b2 a31x1 + a32x2 + a33x3 + a34x4 + a35x5 + a36x6 ≤ b3 keterangan cj = nilai profit per unit untuk setiap xj xj = varable keputusan ke-j aji = kebutuhan sumber daya i untuk setiap xj bi = jumlah sumber daya yang tersedia j = banyaknya variable keputusan mulai dari 1,2,3…j. i = banyaknya jenis sumber daya yang digunakan mulai dari 1,2,3…i. setelah itu menggunakan metode tabel simpleks untuk menyelesaikan penghitungan tersebut sampai memperoleh solusi untuk keuntungan maksimal. asumsi dasar linear programming adalah sebagai berikut. kepastian (certainty)  koefisien dalam fungsi tujuan (cj) dan fungsi kendala (aji) dapat diketahui dengan pasti dan tidak berubah. proporsionalitas (proportionality) dalam fungsi tujuan dan fungsi kendala  semua koefisien dalam formulasi, cj dan aji, merupakan koefisien yang bersifat variabel terhadap besarnya variabel keputusan. additivitas (additivity)  total aktivitas sama dengan jumlah (additivitas) setiap aktivitas individual. divisibilitas (divisibility) solusi permasalahan linear programming (dalam hal ini nilai xj) tidak harus dalam bilangan bulat. nonnegatif (nonnegativity) variabel keputusan tidak boleh bernilai negatif. 58 journal the winners, vol. 14 no. 1, maret 2013: 55-60 hasil dan pembahasan pemecahan masalah dalam penelitian ini menggunakan metode linear programming, yang terdiri dari variabel keputusan, fungsi tujuan, dan fungsi kendala. variabel keputusan adalah ketiga jenis produk utama yang diproduksi perusahaan. fungsi tujuan adalah fungsi untuk memperoleh keuntungan maksimal yang terdiri dari laba masing-masing jenis produk. untuk fungsi kendala terdiri dari tiga jenis utama, yaitu: bahan baku, jam tenaga kerja, dan peramalan permintaan ketiga jenis produk. berikut merupakan penjabaran serta persamaan dari masing-masing variabel dan fungsi dari linear programming. variabel keputusan: x1 = sepatu sekolah x2 = sepatu olahraga x3 = sepatu kerja formal fungsi tujuan memaksimalkan laba: laba = 82,625 x1 + 91,590 x2 + 56,824x3 fungsi kendala yang menghambat produksi: bahan baku: 0,49 x1 + 0,27 x2 + 0.65 x3 ≤ 875 tenaga kerja: 0,78 x1 + 0,63 x2 + 0,45 x3 ≤ 4.368 peramalan permintaaan sepatu sekolah: x1 ≤ 230 peramalan permintaan sepatu olahraga: x2 ≤ 344 peramalan permintaan sepatu kerja formal: x3 ≤ 450 program yang digunakan untuk mengetahui kombinasi produk dalam mendapatkan keuntungan maksimal adalah quantitative management (qm) for windows version 2.2. berikut merupakan proses analisis menggunakan qm for windows: gambar 1 input data – linear programming penerapan linear programming..... (sugiarto christian) 59 gambar 2 linear programming result – linear programming hasil yang diperoleh dari pembahasan diasas adalah perusahaan harus memproduksi sepatu sekolah sebanyak 230 pasang sepatu untuk mendapatkan keuntungan dari sepatu sekolah sebesar rp. 19,003,750, memproduksi sepatu olahraga sebanyak 344 pasang sepatu untuk mendapatkan keuntungan dari sepatu olahraga sebesar rp. 31,506,960, sepatu kerja formal sebanyak 450 pasang sepatu untuk mendapatkan keuntungan dari sepatu kerja formal sebesar rp. 25.570,800. total laba maksimal yang diperoleh jika memproduksi 230 pasang sepatu sekolah, 344 pasang sepatu olahraga, 450 pasang sepatu kerja formal adalah sebesar rp.76,081,510. simpulan berdasarkan pembahasan, beberapa simpulan dalam penelitian antara lain sebagai berikut. persamaan linear dari fungsi tujuan dan persamaan linear dari kelima fungsi kendala, serta penjabaran dari tiga kendala utama adalah sebagai berikut. pertama, fungsi tujuan, laba = 82,625 x1 + 91,590 x2 + 56,824x3. kedua, fungsi kendala, bahan baku: 0,49 x1 + 0,27 x2 + 0.65 x3 ≤ 875; tenaga kerja: 0,78 x1 + 0,63 x2 + 0,45 x3 ≤ 4.368; peramalan permintaaan sepatu sekolah: x1 ≤ 230; peramalan permintaan sepatu olahraga: x2 ≤ 344; peramalan permintaan sepatu kerja formal: x3 ≤ 450. ketiga, penjabaran dari fungsi kendala adalah (i) penggunaan kulit sintesis tidak maksimal karena bahan kulit sintetis yang terpakai adalah sebanyak 498.08 m2, sedangkan bahan baku yang tersedia sebanyak 875 m2; kulit sintetis yang belum digunakan sebesar 376.92 m2; (ii) penggunaan jam tenaga kerja tidak maksimal karena tenaga kerja yang diperlukan adalah sebanyak 598,62 jam kerja sedangkan jam kerja yang tersedia yang tersedia sebanyak 4368 jam kerja; jam kerja yang tidak digunakan adalah sebanyak 3769,38 jam; (iii) jumlah masing–masing produk yang harus diproduksi sesuai dengan jumlah peramalan produksi untuk periode selanjutnya (target produksi). produk sejumlah simpulan poin nomor 2 dapat diproduksi sesuai dengan ketersediaan bahan baku dan jam tenaga kerja yang dimiliki perusahaan. perusahaan harus memproduksi sepatu sekolah sebanyak 230 pasang untuk mendapatkan keuntungan dari sepatu sekolah sebesar rp. 19,003,750, memproduksi sepatu olahraga sebanyak 344 pasang untuk mendapatkan keuntungan dari sepatu olahraga sebesar rp. 31,506,960, sepatu kerja formal sebanyak 450 pasang untuk mendapatkan keuntungan dari sepatu kerja formal sebesar rp. 25.570,800. total laba maksimal yang diperoleh jika memproduksi 230 pasang sepatu sekolah, 344 pasang sepatu olahraga, 450 pasang sepatu kerja formal adalah sebesar rp.76,081,510. 60 journal the winners, vol. 14 no. 1, maret 2013: 55-60 saran berdasarkan penelitian dan analisis yang dilakukan, maka saran yang diberikan kepada cv cipta unggul pratama adalah sebagai berikut. pertama, perusahaan perlu lebih meningkatkan efisiensi dalam perencanaan penyediaan bahan baku dan tenaga kerja sehingga sumber daya yang ada dapat dimanfaatkan secara optimal untuk mendapatkan keuntungan yang maksimal. kedua, jika untuk selanjutnya perusahaan akan meningkatkan jumlah produksi, perusahaan disarankan untuk menggunakan metode linear programming untuk meminimalkan biaya. daftar pustaka aminuddin. (2005). prinsip-prinsip riset operasi. jakarta: erlangga. fildes, r., nikolopoulos, k, crone, s. f., & syntetos, a. a. (2008). forecasting and operational research: a review. the journal of the operational research society, 59(9), 1150–1172. prasetya, h. & lukiastuti, f. (2009). manajemen operasi. yogyakarta: caps. stapleton, d.m., hanna, j. b., & markussen, d. (2003). marketing strategy optimization: using linear programming to establish an optimal marketing mixture. american business review, 21(2), 54–62. sitinjak, t. j. r. (2006). riset operasi: untuk pengambilan keputusan manajerial dengan aplikasi excel. yogyakarta: graha ilmu. sunarsih & ramdani, a. k. (2003). metode simpleks primal menggunakan working basis. jurnal matematika dan komputer, 6(3), 167–178. firms’ dynamic capabilities …… (sari apriza; ami fitri utami) 69 firms’ dynamic capabilities: a case of indonesian telecommunication company sari apriza1; ami fitri utami2 1,2management program, binus business school undergraduate program, bina nusantara university jl. k.h syahdan no. 9, palmerah, jakarta 11480, indonesia 1sapriza@binus.edu; 2autami@binus.edu abstract based on the concept of dynamic capabilities that were introduced by teece & pisano, this research aimed to analyze how did the dynamic capability condition in company a. this research used a descriptive qualitative method of secondary data from annual report 2013 to 2017 and article in the website. it is found that company a possesses a dynamically fluctuate dynamic capabilities through their ability to absorptive capability, adaptive capability, and innovative capability. the implementation of dynamic capabilities in company a depend on top management board member to develop the company’s general strategic move and by this able to maintain the dynamic capability, and telecommunication company should be able to nurture the whole organizations’ environment which supports the proliferation of this capability to all the members inside. in short, the benefit of this research will give learning point for the business player or practical to deal with the dynamic situation by using a dynamic capabilities perspective. keywords: absorptive capability, adaptive capability, innovative capability, dynamic capabilities introduction the current business condition is constantly changing and often relates to a high-velocity and hypercompetitive environments which pushes organizations to be able to adapt with the resulted dynamism (d’aveni 1994; bourgeois & eisendhardt, 1988). one of the examples is the current technological changes which have already disrupted various industries; from a stable low phase industry into a highly dynamic one. by this, organizations which are nurtured in a highly changing environment, are often coerced to create changes in order to adapt and re-act to attain and increase their performance (eriksson, 2014; barreto 2010). discussing more the changes, these forms of dynamics also occur in the telecommunication industry. the emergence of the internet, digitization, and various mobile applications urge the market to shape a whole different consumption in communicating with each other. by this, company’s strategies and innovations need to adapt not only to the competitions among players inside the industry but also to the evolving consumption trends and pattern from the consumers. inevitably, being adaptable to the dynamics of business is imperative for a business to succeed. specifically discussing a business industry; certainly a firm with a greater capacity for change will have more strategic options than one that is more inert. such flexibility is no doubt a good thing for an organization (pisano, 2015). in this era, the telecommunication industry has been hustled with a sharp competition in indonesia, and it needs the more strategic option. indonesia currently possesses 83,5 million users of smartphone that variedly spread into numbers of mobile phones operators in the country’s telecommunications industry (katadata indonesia, 2016). in this case, comparing to the total numbers of the national citizen, the use of smartphones is relatively slow which might be caused by the country’s low internet connection. however, though the growths are slow, many sources claim that mailto:autami@binus.edu 70 journal the winners, vol. 19 no. 2, september 2018: 69-76 the numbers will keep increasing in the future due to the unexploited market opportunity. moreover, the business focuses in the industry also changes. if in previous years the competitions are formed on the basis of voice and the short message service, today’s provider competes to provide the best data services due to the changing market’s needs and trends. this issue also drives the changes in how companies compete for each other. in the industrial player, currently, there are four prominent players out of ten mobile phones operators in indonesia includes ti, io, h3i, and company a. these prominent players are grasped up to 90% of total market shares in the industry (indonesia-investments, 2016). however, though the market shares seemingly dominated by only several players, the sharp competitions between those players still occur due to the slow growth of active mobile phone users. hence, the tightness of the industry’s competition is not only resulted in the number of players but also the constantly changing and evolving market needs and growth. based on the 2015 company’s annual report, company a as one of the prominent player in the telecommunication industry faces a highly turbulent business in the last five years. the sharp competition that includes the evolving market needs and almost saturated market leads the company to financial loss in almost three years consecutively from 2013 until 2015. the company struggles in facing the competition by doing various strategy from the products & price modifications, company acquisitions, and several structural changes in its’ governance and organization. however, from all strategies implemented by the company, the significant improvement comes out after the overall organization transformation strategy formed in early 2015, which was led by an umbrella strategy and the 3r strategy (revamp, rise, reinvent). seeing the company’s trend in the last five years, company a shows its ability to endure the competition by bouncing back the position from the loss to profits in the year 2016 and 2017. this research aims to analyze the ability of company a to face the dynamics in the industry’s business using a perspective of dynamic capabilities. the concept of dynamic capabilities is introduced by teece and pisano in 1994 which is often synched as the extension of penrose’s resource-based view (rbv) view. prominent scholars such teece, pisano, and shuen (1997) have argued that dynamic capabilities describe a firm’s ability to respond rapid change in business environment by systematically contrives, integrates, and reconfigures its internal and external competences. this capability is considered imperative to most firms’ success in facing a dynamic condition. lined with the company a’s case, the company is able to strike back its position positively within the highly competitive industry from the loss in the previous two years. by this, the research analyses on how this is company able to gain the dynamic capabilities that are imperative to be understood to enlighten managers who are managing in this industry. the concept of dynamic capability is postulated as sets of company’s ability to create, renew, and alter the competence to achieve competitive advantage and endured the business turbulences (teece, pisano, & shuen, 1997; rufaidah & sutisna 2015). this concept is actually developed by teece and pisano (1994) that is often claimed as the extension to cover the rbv concept by penrose in 1959 (rufaidah & sutisna, 2015; ambrossini & bowman, 2009). the dynamic capability and rbv framework are both taking notes on the importance of internal resources; however the rbv concept is mostly claimed unable to explain how the internal resources dynamically altered with current business issues (ambrosini & bowman 2009). discuss deeper about the definition, teece in 1997 has claimed that company’s dynamic capabilities may be depicted in its abilities to sense, seize, and reconfigure their knowledge, competencies, and complementary assets to achieve competitive advantage. then after more research, teece (2018) has mentioned that the dynamic capabilities include the sensing, seizing, and transforming needed to design and implement a business model. figure 1 shows dynamic capabilities and strategy combine to create and refine a defensible business model which guides the organizational transformation. firms’ dynamic capabilities …… (sari apriza; ami fitri utami) 71 dynamic capabilities innovative absorptive adaptive figure 1 dynamic capability of teece (2018) moreover, wang and ahmed (2007) have also contended that a dynamic capability is a form of firm’s behavior to continually renew, integrate, and reconfigure its’ capabilities and core competencies in response to the changing environment. by this, the firm’s dynamic capabilities can be exerted into three classifications includes the capability to sense, seize opportunities and capacities to combine, and reconfiguring available assets on managing current and upcoming threats (augier &teece, 2009). on the other hands, despite the discussed process components includes sensing, seizing, and reconfigure company’s resources, wang and ahmed (2007) have claimed three capabilities which may obtain a company’s dynamic capabilities. the first capability is the adaptive capability which means a company’s capability to identify and capitalized the occurring opportunity in the market. in this context, the adaptive capability can be seen in the company’s ability to response the opportunity, analyze market condition, as well as the condition of other competitors. moreover, the second capability is the absorptive capability. in this context, the absorptive capability is defined as the ability of a company to recognize the value of new external information and utilize for commercial objectives. by this, wang and ahmed (2007) have claimed that absorptive capability can also be seen in the company’s research and development activities. moreover, the third capability is the innovative capability which seen as the company’s ability to develop a product or a new market through innovative strategy. figure 2 shows the dynamic capabilities of wang and ahmed (2007). figure 2 dynamic capabilities of wang and ahmed (2007) from these discussions, dynamic capability then can be explained as the company’s capability to use their current resources both to explore and adapt to the evolving business conditions externally. despite varied views postulated by previous scholars which seen dynamic capabilities both as process or abilities, dynamic capabilities have claimed to have a role in shaping a company’s competitive advantages not only in a high-velocity industry but also even in moderately dynamics one (barreto, sensing (identify opportunities) seizing (design and refine business model) transform (realign structure and culture) 72 journal the winners, vol. 19 no. 2, september 2018: 69-76 2010). by this, it is imperative to understand how companies acquire the dynamic capabilities as the learning points for another business player. methods this research uses the qualitative method to achieve its objectives. in this context, the perspective of dynamic capability by wang and ahmed (2007) will be used to describe company a’s dynamic capabilities. the application of wang and ahmed’s components of dynamic capabilities is caused by the importance of those three factors to underpin the process of integrating, reconfiguring, and even renewing company’s resources to the external changes (wang & ahmed, 2007). by this, before going through the process perspective of dynamic capabilities as teece & pisano (1997) views, the researchers will start with the factors to support those processes. on the other hands, besides using available secondary data in the company’s websites and other sources which may relate with the research’s objectives, this research also does an unstructured interview with one of the organization’s member to gain internal insight. results and discussions company a is one of indonesian telecommunication provider which started its operation in 1996. this company is then listed on the indonesian stock exchange in 2005 which currently up to 33% owned by the public and the rest portion is owned by the concentrated investor. up to present, through various strategies including the board restructuring process, company a is also known as one of a leading companies in the industry. discussing more about its organization, currently, company a employs 1.892 employees which are relatively smaller than previous years. by this, there is some employment efficiency being done by the company to reduce the employees up to 6,94%. in 2016, three prominent businesses are being run by company a namely the data and value-added services, voice and sms services, and infrastructure development. furthermore, after a year of loss, company a introduces the transformation framework within three main strategies as their guidelines in early 2015 which are aimed to revamp, rise, and reinvent the business. in this case, these strategies have been acted as the company’s pioneer to transform themselves after a huge fluctuated loss in previous years. through these strategies, company a is also able to aim for a better business position in the future years. in this context, company a has the increase profits in 2016 and 2017 after the transformation agenda being applied. discussing more about the transformation strategy, revamping strategy means to move or shift their subscriber’s acquisition from volume based to value based. moreover, the rising up strategy aims to elevate the brand value by using a dual brand strategy using their product lines to strive for a different market segment. so last, the reinventing strategy is postulated to nurture the innovationfriendly culture in the company. absorptive capability in company a is considered as ones’ ability to learn and integrate others’ information to become internal knowledge and utilize it for commercial uses (rua & franca, 2016; wang & ahmed, 2007). by this, companies with a higher absorptive capability will show their ability to acquire new knowledge from external information includes market and competitors dynamics. hence, the higher one of absorptive capability shows the dynamic capabilities. on the other hands, the ideas of the absorptive capability of wang and ahmed (2007) show that several points can firms’ dynamic capabilities …… (sari apriza; ami fitri utami) 73 be seen to measure this capability and the appearance of new knowledge or innovation that is resulted by the assimilation of external information. based on to the company’s case; there are some points from the organization which shows the possession of this capability. through the organization structure, company a develops a competitive intelligence division which aims to grab most information both from primary and secondary stakeholders to support the business strategy. in this context, the division acts to analyze various sets of data and information that are both acquired by the internal company and external third parties (i.e., data consultant) to help the company understands current situations includes revenue drops, increases, shifts, and others. however, this capability of company a still heavily relies on the top management team. in this context, the top management team still acts as the key parties to decide which information is needed to be exposed and analyzed. hence, even the activity of seeking the ‘what’s going on’ information is treated seriously, and the priority of information analysis is still mostly decided by the top management of the company. moreover, due to the importance of top management and the board’s role on the company’s absorptive capability, company a changes its boards’ member several times especially within and after their crisis phases. in this context, based on the company‘s business plan guide year 2016 (internal source), company a aims for a more agile board member to revamp their core business competitiveness. however, a question appears that do their strategies also project their absorptive capabilities. in answering this question, the researchers should also consider the time-span of the company’s movement. in 2014, the company faced a huge loss until its third quarter of the year. this loss was caused by the integration cost of their acquisitions strategy and the volatility of global economic conditions. however, right after knowing their loss, company a then tried to develop the transformation actions which were implemented in early 2015. in this context, the ability of company a to sense the condition and realize the needs of transformation may be considered as an act of absorptive capability. unfortunately, their inability to avoid the proliferating cost caused by the acquisitions will show the opposite view. this is worsened by the fact that their loss is mostly caused by their internal business decision. adaptive capability in company a is considered as organization’s ability to adapt through the firms’ management activities which pushes its people to be able to change, evolve, and challenge old traditions or practices (wang & ahmed, 2007; gibson & birikinshaw, 2004). moreover, this capability will show how fast the company is able to respond to the upcoming and current dynamics of its business. in company a, there are several iconic actions of the company which projected adaptive capability. in 2015, the transformation strategies implementation shows the company’s attempt to change entire organization behavior by facing the absorbed information about the industry’s trend. in this matter, these strategies are the company’s game-changer to face the business. the transformation strategy consists of a strategy for revamping the core of their business, raising their value of the business, and re-inventing the way to play the game. by this, company a admits to spreading this strategy as the company’s transformation agenda to the whole organization. discussing more the adaptation, one of the contrast examples is the board members changes. company a has changed its governance board and management board members several times through this past view years. this is one of the company’s approaches to include new people in the top key positions in the company. as the company’s yearly business plan quotes, “we are aimed for a more agile member of the governance board.” by this, the company surely attempts to proliferate this capability through the structure of the top management and governance boards. moreover, the company also attempts to focus the human resources development activity on nurturing a more adaptive and market-oriented culture. in today’s business, the intended culture seems already proliferated in the company. this can be shown by the current company’s sensitivity to daily 74 journal the winners, vol. 19 no. 2, september 2018: 69-76 transaction information recapitulation. in this context, the researchers’ interview result shows that company a will respond vastly when the numbers of consumer transactions are dropped in that moment. by this, the competitive intelligence division will act responsively to analyze what is happening on their market. from the discussion, it can be concluded that company a strategy which focused on the three main contexts is the form of company’s adaptive capability which then encompasses by the company’s actions from the boards change until culture change. on the other hands, company a also does other actions includes logo transformation and various functional strategies like how to manage their financial portfolio, branding and marketing strategy, as well as elevate the quality of their people. the innovative capability is the capability to be innovative that reflects a firms’ ability to build something new includes products or markets. in company a, the innovative capability can be gained by aligning the company’s strategic orientations, behavior, and process (wang & ahmed, 2007). it can be assumed that the company’s strategy will strengthen or even weaken the company’s innovative capability. furthermore, in understanding the company’s innovative capability, this research tries to analyze the forms of innovation launched by company a through these years. the first category is the innovation of the new product. in 2016 the company results several innovations include mobile broadband solutions for family and business internet user, high-end priority product for the post-paid service, and various more innovative data plan packages. moreover, the mentioned product innovations also aim to grab other market segments. for example, the mobile broadband solutions also grab a business and home internet user segment; on the other sides, priorities’ and pass also aim to strive for a more exclusive market segment. these forms of innovation are all driven by the transformation strategy which aggressively intensified that the company needs to increase the value of their brand as well as their current and upcoming subscribers. move backward to the company’s innovation in their years of loss; the company relies their innovation on the company’s strategy to become the most super-low cost provider in 2014. in this context, during 2014 all of the innovations are in the form of efficiency. there is not much innovation done during this year except the launch of 4g lte technology which is also done by other providers. in this vein, based on the company’s annual report in 2014, the company is busy to handle their management condition in the post-acquisition phase which created the loss. based on the discussion, it can be seen that company a’s innovative capability relies on its strategy. the intense innovations which are done by the company are differed through the years due to the different strategy aimed at the top management level. todays’ scholars consider current business condition as highly dynamic capability with various turbulences due to the emergence of many disruptions includes technological disruption. company a as one of a big player in the telecommunication industry also faces the same kind of dynamics. in this case, the availability of digital innovation technology has shifted the company’s market consumption into a whole different pattern (i.e., voice to data). in facing the dynamics, business obligates to be able to adapt with changes in order to survive. in this context, prior scholars contend the importance of dynamic capability concept to be possessed by most nowadays companies. dynamic capability concept contends as sets of ability to create, renew, and alter own competence to endure the business turbulences. moreover, in developing this capability, wang and ahmed (2007) claim that there are three prominent capabilities important to be owned by a company including absorptive, adaptive, and innovative capability. discussing company a and its dynamic capability, the discussions in previous sessions already project how the company’s concept. by this, the company’s dynamic capability is not static and stable over time but more dynamically fluctuate depends on the company’s general strategic intention which mostly developed by the top management. in this context, the researchers provide the firms’ dynamic capabilities …… (sari apriza; ami fitri utami) 75 scheme of the company’s action which supports the prominent capabilities in the company’s dynamic capability formation (see figure 3). application of transformation strategy absorbtive adaptive innovative fastness of market response product innovation figure 3 dynamic capability of company a however, despite its fluctuations, company a can be considered to possess this capability; unfortunately, not all of the action that is resulted from this capability increases the company’s performance. for example, in 2013 company a decided to make the acquisition of other company in order to expand their capability to grab the wider market. this strategy can be seen as the company’s adaptive capability due to that time business conditions; however this acquisition is one of the reasons which triggered the company’s loss in 2014 and 2015. in contrary, in early 2015 the company decided to act for a transformation agenda named as through the three framework strategies. in this context, after those strategies act as a form of company’s strategy to adapt to internal and external business issues in order to gain the company’s profit back. this strategy, however, projects the company’s dynamic capabilities include the absorptive, adaptive, and innovative capability. conclusions the analysis concludes that company a’s dynamic capability is dynamically fluctuating which mostly relies on its top management board members who develop the company’s general strategic move. in maintaining the dynamic capability overtimes, company a should be able to nurture the whole organizations’ environment which supports the proliferation of this capability to all the members inside. hence, the strong dependence of this capability to the leader can be decreased if all organizations member possesses their own dynamic capability in doing their jobs in the business. however, this research and suggestion also possess several forms of limitations. first, due to the time limitation, this research has a lack of direct internal information and mostly relies on the company’s external news and annual reports. by this, to enhance the robustness of this research, a more extensive data gathering, and exploitation will be needed. moreover, including the context of individual-level analysis (i.e., leader influence) in a more detailed manner will strengthen the premises that leader in company a will influence the forming of dynamic capability inside the company. hence, another method also can be used to enrich the analysis includes the quantitative method to determine the influence degree of leadership to the dynamic capability in company a. 76 journal the winners, vol. 19 no. 2, september 2018: 69-76 references ambrosini, v., & bowman, c. (2009). what are dynamic capabilities and are they a useful construct in strategic management? international journal of management reviews, 11(1), 29-49. augier, m., & teece, d. j. (2009). dynamic capabilities and the role of managers in business strategy and economic performance. organization science, 20(2), 410-421. barreto, i. (2010). dynamic capabilities: a review of past research and an agenda for the future. journal of management, 36(1), 256-280. bourgeois, l. j., & eisenhardt, k. m. (1988). strategic decision processes in high velocity environments: four cases in the microcomputer industry. management science, 34(7), 816835. d’aveni, r. a. (1994). hypercompetition: managing the dynamics of strategic maneuvering. new york: free press. eriksson, t. (2014). processes, antecedents, and outcomes of dynamic capabilities. scandinavian journal of management, 30(1), 65-82. gibson, c. b., & birkinshaw, j. 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(2015). kapabilitas dinamis umkm industri kreatif jawa barat. sosiohumaniora, 17(1), 60-66. teece, d. j., & pisano, g. (1994). the dynamic capabilities of firms: an introduction. industrial and corporate change, 3(3), 537-556. teece, d. j., pisano, g., & shuen, a. (1997). dynamic capabilities and strategic management. strategic management journal, 18(7). 509-533. teece, d. j. (2018). business model and dynamic capabilities. long range planning, 51(1), 40-49. wang, c., & ahmed, p. (2007). dynamic capabilities: a review and research agenda. international journal of management reviews, 9(1), 31–51. https://www.indonesia-investments.com/id/news/todays-%09headlines/telecommunication-sector-indonesia-saturated-mobile-phone-market/item7032 https://www.indonesia-investments.com/id/news/todays-%09headlines/telecommunication-sector-indonesia-saturated-mobile-phone-market/item7032 http://databoks.katadata.co.id/datapublish/2016/08/08/pengguna-smartphone-di%20indonesia-2016-2019 http://databoks.katadata.co.id/datapublish/2016/08/08/pengguna-smartphone-di%20indonesia-2016-2019 https://www.hbs.edu/faculty/publication%20files/16-036_3be51325-1fb0-421a-afca-4571d958ebf9.pdf https://www.hbs.edu/faculty/publication%20files/16-036_3be51325-1fb0-421a-afca-4571d958ebf9.pdf 42 journal the winners, vol. 14 no. 1, maret 2013: 42-47 promosi e-ticketing terhadap kepuasan konsumen yang berdampak pada loyalitas pelanggan lindyastuti maniek pt provices indonesia, ground floor wisma bakrie 1 jln. h.r. rasuna said kav b-1, jakarta 12920 lindyasmanik@gmail.com abstract internet causes changes in the behavior of individuals and groups within the business done. with the increasing pressures of globalization, companies struggle to find a way to sustain long-term excellence competitiveness. competitive advantage is the ability to rapidly innovate and absorb innovations from different sources. the development of e-commerce has increased exponentially. e-commerce has been developed as a new market orientation, creating profit opportunities for growth for many industries. one of the industry's growing use of e-commerce systems is air transport industry. transport industry is one industry that starts using e-ticketing system, replacing the traditional ticketing system. replacing the traditional paper ticket electronic ticket has now been proven to be an effective commercial practice for organizations operating in the field of transport. e-ticketing can be described as an alternative method of tickets offered by many flight companies which electronic booking records created contain all the information usually printed on a paper ticket. a new revolution in the aviation industry was created by advances in technology. it changes the way airlines in distributing tickets and requires the flight to the next level. technology given that the electronic ticket is a technology that utilities actually require universal compatibility across airlines. keywords: internet, e-commerce, e-ticketing abstrak internet menyebabkan perubahan perilaku individu dan kelompok dalam bisnis yang dilakukan. tekanan globalisasi yang meningkat membuat perusahaan kesulitan untuk mencari jalan untuk mempertahankan keunggulan kompetitif jangka panjang. keunggulan kompetitif merupakan kemampuan untuk berinovasi terus menerus dan menyerap inovasi dari berbagai sumber. perkembangan e-commerce telah meningkat secara eksponensial. e-commerce telah dikembangkan sebagai orientasi pasar baru, menciptakan peluang keuntungan untuk pertumbuhan bagi banyak industri. salah satu industri yang berkembang menggunakan sistem e-commerce yaitu industri transportasi udara. industri transportasi merupakan salah satu industri yang mulai menggunakan sistem e-ticketing menggantikan sistem pemesanan tiket secara tradisional. penggantian tiket kertas tradisional dengan tiket elektronik kini telah terbukti menjadi praktik komersial yang efektif untuk organisasi yang beroperasi di bidang transportasi. e-ticketing dapat digambarkan sebagai metode alternatif tiket yang ditawarkan oleh banyak perusahaan penerbangan dengan catatan pemesanan elektronik yang dibuat berisi semua informasi yang biasanya dicetak pada tiket kertas. salah satu revolusi terbaru dalam industri penerbangan diciptakan dengan kemajuan teknologi. hal ini mengubah cara maskapai penerbangan dan mendistribusikan tiket, dan teknologi menuntut penerbangan melaju ke tingkat berikutnya. mengingat, teknologi tiket elektronik tersebut merupakan teknologi yang membutuhkan kesesuaian kegunaan yang universal di seluruh maskapai penerbangan. kata kunci: internet, e-commerce, tiket elektronik promosi e-ticketing terhadap..... (lindyastuti maniek) 43 pendahuluan beberapa dekade belakangan ini perkembangan yang berkaitan dengan komputer dan media internet berkembang dengan pesat. internet menyebabkan perubahan perilaku individu dan kelompok dalam bisnis yang dilakukan. tekanan globalisasi yang meningkat membuat perusahaan kesulitan mencari jalan untuk mempertahankan keunggulan kompetitif jangka panjang. keunggulan kompetitif merupakan kemampuan untuk berinovasi dan menyerap inovasi yang cepat dari sumber berbeda (greve, 2009). bagi banyak negara, sumber-sumber asing teknologi menjelaskan lebih dari 90% dari pertumbuhan produktivitas dalam negeri menunjukkan bahwa pola perubahan teknologi global ditentukan terutama oleh teknologi difusi internasional (keller, 2004). perkembangan e-commerce telah meningkat secara eksponensial (abeyratne, 2005). ecommerce telah dikembangkan sebagai orientasi pasar baru dan menciptakan peluang keuntungan untuk pertumbuhan bagi banyak industri. salah satu industri yang berkembang menggunakan sistem e-commerce yaitu industri transportasi udara. industri transportasi merupakan salah satu industri yang mulai menggunakan sistem e-ticketing. sistem ini menggantikan sistem pemesanan tiket secara tradisional. selain itu, e-ticketing menjamin penanganan lebih mudah dari perubahan jadwal, menitmenit terakhir keputusan perjalanan, dan lebih nyaman untuk pelanggan dari risiko yang terkait dengan kehilangan tiket. maskapai penerbangan umumnya memiliki model bisnis langsung, seperti pengangkutan penumpang dan barang melalui udara, yang cukup setara di seluruh perusahaan secara global. maskapai penerbangan juga terbukti menjadi pengadopsi awal informasi teknologi (buhalis, 2004) yang membuat pemahaman fenomena tertentu lebih relevan. selain memerlukan informasi teknologi sebagai pendukung bisnis, sistem pemasaran e-ticketing dibutuhkan pula. ditambah lagi, salah satu manfaat dari keberadaan internet adalah sebagai media stategi promosi suatu produk. metode jenis penelitian yang digunakan merupakan penelitian kausalitas. penelitian kausalitas, selain mengukur hubungan antara dua variabel atau lebih juga mengukur arah hubungan antara variabel bebas dan terikat, mempertanyakan masalah sebab akibat (riduwan & kuncoro, 2007). teknik pengambilan sampel (teknik sampling) dilakukan sedemikian rupa sehingga diperoleh sampel yang benar-benar dapat mewakili dan dapat menggambarkan keadaan populasi yang sebenarnya. hal tersebut dilakukan sebab sampel merupakan bagian dari jumlah dan karakteristik yang dimiliki populasi (sugiyono, 2011). penelitian ini menggunakan beberapa metode analisis. dalam pelaksanaannya, pengolahan data dilakukan dengan bantuan komputer dengan program spss (statistical product and service solution) versi 16.0. setelah data dikumpulkan, maka analisis dengan menggunakan path analysis dilakukan. rancangan uji hipotesis yang pertama yaitu melakukan transformasi data ordinal menjadi interval. mentransformasi data ordinal menjadi interval berguna untuk memenuhi syarat dari analisis parametrik yang datanya setidaknya berskala interval. teknik transformasi yang paling sederhana dengan menggunakan msi (method of successive interval). lalu setelah dilakukan transformasi data dilakukan uji validitas dan reliabilitas. menurut riduwan (2004), validitas adalah suatu ukuran yang menunjukkan tingkat keandalan atau kesahihan suatu alat ukur—alat ukur dalam penelitian ini adalah kuesioner. suatu kuesioner dikatakan valid jika setiap butir pertanyaan pada suatu kuesioner mampu untuk mengungkapkan sesuatu yang akan 44 journal the winners, vol. 14 no. 1, maret 2013: 42-47 diukur oleh kuesioner tersebut. instrumen reliabel adalah instrumen yang jika digunakan beberapa kali untuk mengukur objek yang sama akan menghasilkan data yang sama (sugiyono, 2009). setelah uji validitas dan reliabilitas dilakukan, uji normalitas pada penelitian ini menggunakan alat tes kolmogorov-smirnov yang terdapat pada spss 16.0 dengan tingkat signifikansi sebesar 0.05%, dilanjutkan dengan uji korelasi. setelah beberapa uji menggunakan spss 16.0 lalu dilakukan pengujian menggunakan path analysis. hasil dan pembahasan kuesioner disebar dan dibagikan kepada responden penelitian yang berjumlah 100 orang. hasil kuesioner diketahui dan digolongkan menjadi beberapa karakteristik berdasarkan usia, jenis kelamin, pekerjaan, pendapatan atau uang saku, dan frekuensi pembelian online ticketing. secara berturut-turut, hasil kuesioner kepada responden ditunjukkan pada gambar 1 – gambar 5. gambar 1 profil responden berdasarkan usia gambar 2 profil responden berdasarkan jenis kelamin gambar 3 profil responden berdasarkan pekerjaan promosi e-ticketing terhadap..... (lindyastuti maniek) 45 gambar 4 profil responden berdasarkan pendapatan atau uang saku gambar 5 profil responden berdasarkan frekuensi pembelian berdasarkan usia, 45% responden berusia di bawah 25 tahun; 30% berusia di antara 25–30 tahun; 20% berusia 35–45 tahun; dan 5% sisanya berusia 45–55 tahun. jenis kelamin responden 55% adalah laki-laki dan 45% adalah perempuan. kemudian berdasarkan pekerjaan, 50% responden adalah pelajar dan mahasiwa, 35% adalah pegawai swasta, 8% pegawai negeri. penghasilan atau uang saku responden, 41% berpenghasilan di bawah 1.500.000 rupiah; 39% berpenghasilan antara 1.500.000 – 3.000.000 rupiah; 8% berpenghasilan 4.500.000 – 6.000.000 rupiah; 7% berpenghasilan 3.000.000 – 4.500.000 rupiah; dan 5% di atas 6 juta rupiah. pada frekuensi pembelian responden, ¾ responden (75%) melakukan 1–3 kali pembelian; 20% melakukan 4–6 kali pembelian; dan 5% sisanya 7–9 kali pembelian. uji korelasi promosi e-ticketing, kepuasan konsumen, dan loyalitas pelanggan ditunjukkan pada tabel 1. sedangkan tabel anova pengaruh secara simultan variabel-variabel ini ditunjukkan pada tabel 2. tabel 1 uji korelasi antara promosi e-ticketing dan kepuasan konsumen correlations promosi ticketing kepuasan konsumen loyalitas pelanggan promosi ticketing pearson correlation 1.000 .968** .951** sig. (2-tailed) .000 .000 n 100.000 100 100 kepuasan konsumen pearson correlation .968** 1.000 .985** sig. (2-tailed) .000 .000 n 100 100.000 100 loyalitas pelanggan pearson correlation .951** .985** 1.000 sig. (2-tailed) .000 .000 n 100 100 100.000 46 journal the winners, vol. 14 no. 1, maret 2013: 42-47 tabel 2 pengaruh secara simultan anovab model sum of squares df mean square f sig. 1 regression 15.710 2 7.855 1594.110 .000a residual .478 97 .005 total 16.188 99 implementasi promosi e-ticketing dari website dan media sosial memiliki pengaruh yang signifikan dan positif terhadap kepuasan konsumen dari layanan promosi e-ticketing pt kem travel. timbulnya pengaruh tersebut disebabkan pengalaman perusahaan yang sudah berdiri sejak 1992 yang dipimpin oleh para profesional yang sudah berkecimpung di bagian travel selama lebih dari 20 tahun. ditambah lagi, pengalaman konsumen yang sudah lama menggunakan jasa kem travel untuk fasilitas dalam pemesanan tiket wisata baik domestik maupun internasional. selain itu, kem travel juga juga melayani layanan haji dan umroh. implementasi promosi e-ticketing yang berdampak pada loyalitas pelanggan memiliki pengaruh yang signifikan dan positif terhadap kepuasan konsumen. promosi e-ticketing yang dilakukan perusahaan dapat menarik minat konsumen untuk menggunakan fasilitas jasa dari kem travel. promosi yang dijalankan perusahaan yang berhasil menarik minat konsumen dapat menimbulkan loyalitas pelanggan. pelanggan yang loyal, pada akhirnya, akan melakukan pembelian dan menggunakan e-ticketing melalui pt kem travel secara berulang. implementasi kepuasan konsumen memiliki pengaruh yang signifikan terhadap loyalitas pelanggan. timbulnya pengaruh tersebut dapat disebabkan dari kualitas perusahaan yang berpengalaman cukup lama dan dikelola dengan sumber daya serta tim manajemen yang terorganisasi dan berkompeten di bidangnya. konsumen selalu beranggapan jika kualitas dari suatu jasa bagus, produk dan jasa bagus pula. maka dari itu, konsumen akan loyal terhadap layanan internet ticketing dan terus menggunakannya. implementasi promosi e-ticketing terhadap kepuasan konsumen secara simultan berdampak pada loyalitas pelanggan. jika promosi suatu produk atau jasa baik, jasa dan produk tersebut harus memiliki kualitas yang baik pula. kualitas yang baik, kemudian, akan menimbulkan loyalitas konsumen. konsumen akan percaya dengan layanan jasa e-ticketing pt kem travel jika perusahaan memberikan pelayanan yang baik. setelah konsumen puas, maka loyalitas akan muncul dari konsumen. simpulan berdasarkan analisis hasil pengolahan data, penelitian menyimpulkan bahwa perusahaan harus lebih meningkatkan promosi e-ticketing layanannya sehingga dapat menarik minat konsumen dan meningkatkan loyalitas pelanggan. selain itu, simpulan yang berkaitan dengan tujuan penelitian dan juga implikasi penelitian adalah sebagai berikut. pertama, pengaruh promosi e-ticketing dari website dan media sosial signifikan dan positif terhadap kepuasan konsumen dari layanan promosi eticketing. promosi yang menarik akan menarik minat dan meningkatkan kepuasan konsumen/pelanggan yang menggunakan jasa kem travel. kedua, promosi e-ticketing berdampak pada loyalitas pelanggan, sehingga memiliki pengaruh yang signifikan dan positif terhadap kepuasan konsumen. promosi yang berhasil menarik minat konsumen dapat menimbulkan loyalitas pelanggan yang pada akhirnya akan melakukan pembelian dan menggunakan e-ticketing melalui pt kem promosi e-ticketing terhadap..... (lindyastuti maniek) 47 travel secara berulang. ketiga, kepuasan konsumen memiliki pengaruh yang signifikan terhadap loyalitas pelanggan. konsumen yang puas dengan kualitas jasa akan loyal terhadap layanan internet ticketing dan terus menggunakannya. keempat, promosi e-ticketing terhadap kepuasan konsumen secara simultan memiliki dampak pada loyalitas pelanggan. setelah konsumen puas dengan layanan jasa e-ticketing kem travel, maka konsumen akan loyal terhadap perusahaan. saran berdasarkan hasil penelitian ini, saran penelitian diberikan untuk dua pihak, yaitu bagi perusahaan (pt kem travel) dan bagi penelitian selanjutnya. bagi kem travel, pertama, perusahaan sebaiknya lebih berfokus pada promosi e-ticketing yang akan memberikan persepsi atau tanggapan lebih terhadap loyalitas pelanggan e-ticketing kem travel. kedua, perusahaan sebaiknya berfokus pula terhadap loyalitas pelanggan walaupun perusahaan memiliki anggapan konsumen sudah percaya terhadap kinerja kualitas jasa e-ticketing. bagi penelitian selanjutnya, pertama, penelitian selanjutnya dapat mencari tahu promosi yang harus digunakan oleh perusahaan dalam mempromosikan layanan online ticketing kem travel. kedua, penelitian juga dapat mencari tahu cara mengembalikan kepercayaan konsumen yang kecewa terhadap layanan online ticketing kem travel. daftar pustaka abeyratne, r. 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(darman) 1 pengaruh pertumbuhan ekonomi terhadap tingkat pengangguran: analisis hukum okun darman management department, school of business management, binus university jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480 darman@binus.ac.id; darmantanjung@yahoo.com abstract the concept of a negative relationship between economic growth (gross domestic product) and unemployment rate is known as okun's law (okun's law) or the okun coefficient. the application of okun's law in indonesia uses time series data from 1999 to 2013. the method used is the difference version of okun's law to gain okun coefficient and ordinary least square (ols) analysis to obtain the regression coefficients. in a macro-economic framework, okun's law states that if the gdp grows at 2.5% above the trend, which has been achieved in a given year, the unemployment rate will fall by 1 %. from various studies conducted by several researchers can be seen that the okun coefficient in each different country. in indonesia, the scientific literature that specifically raised the okun's law does not available, so the study aims to look at how the application of okun's law in indonesia the results showed that okun's law applies in indonesia, where the okun coefficient is negative. the unemployment rate tends to increase in line with gdp growth reached. keywords: okun’s law, economic growth, unemployment rate abstrak konsep hubungan negatif antara pertumbuhan ekonomi (gross domestic product) dan tingkat pengangguran dikenal sebagai hukum okun (okun’s law) atau koefisien okun. penerapan hukum okun di indonesia menggunakan data time series tahun 1990-2013. metode yang digunakan adalah difference version hukum okun untuk mendapatkan koefisien okun dan analisis ordinary least square (ols) untuk mendapatkan koefisien regresi. dalam kerangka ekonomi makro, hukum okun menyatakan bahwa apabila gdp tumbuh sebesar 2,5% diatas trendnya, yang telah dicapai pada tahun tertentu, tingkat pengangguran akan turun sebesar 1%. dari berbagai penelitian yang dilakukan oleh beberapa peneliti dapat diketahui bahwa koefisien okun di tiap-tiap negara berbeda. di indonesia, literature ilmiah yang khusus mengangkat hukum okun belum ada, maka penelitian ini bertujuan untuk melihat bagaimana penerapan hukum okun di indonesia. hasil penelitian menunjukkan bahwa hukum okun berlaku di indonesia, dimana koefisien okun bernilai negatif. tingkat pengangguran cenderung meningkat seiring dengan dicapainya pertumbuhan gdp. kata kunci: hukum okun, pertumbuhan ekonomi, tingkat pengangguran 2 journal the winners, vol. 14 no. 1, maret 2013: 1-12 pendahuluan keberhasilan kinerja perekonomian suatu negara dapat dilihat dari output, tingkat pengangguran, dan inflasi. tiga variabel makro tersebut saling berkaitan, jika output riil yang dihasilkan suatu negara melebihi output potensial akan menimbulkan inflasi. berarti telah terjadi (dalam proses) pemakaian tenaga kerja lebih dari seperti biasanya yang digunakan untuk mendorong output melebihi output potensialnya. hubungan negatif antara kesenjangan output riil dengan output potensial terhadap pengangguran digambarkan oleh hukum okun. okun dalam samuelson (2005) menyatakan bahwa untuk setiap 2 persen kemerosotan gnp dari gnp potensialnya, tingkat pengangguran melonjak 1 persen. jadi apabila gnp semula 100 persen dari potensial dan kemudian menjadi 98 persen, maka tingkat pengangguran melonjak dari 6 ke 7 persen. kemudian mankiw (2007) menyatakan perubahan persentase dalam gdp riil sama dengan 3 persen kurang 2 kali perubahan dalam tingkat pengangguran. jika tingkat pengangguran tetap sama, gdp riil tumbuh sampai kira-kira 3 persen, pertumbuhan normal ini mengacu ke pertumbuhan populasi, akumulasi modal, dan kemajuan teknologi. selain itu, untuk setiap persentase tingkat pengangguran meningkat, pertumbuhan gdp riil turun sampai 2 persen. jadi, jika tingkat pengangguran naik dari 6 persen menjadi 8 persen maka gdp riil turun sebesar 1 persen. selanjutnya putong (2013) menyatakan apabila gnp tumbuh sebesar 2,5 persen di atas trendnya yang telah dicapai pada tahun tertentu, tingkat pengguran akan turun sebesar 1 persen. pernyataan diatas lebih dikenal sebagai hukum okun, meskipun terlalu naïf bila dikatakan hukum, karena tidak memiliki dasar-dasar yang pasti untuk menjadi suatu hukum. akan tetapi pernyataan tersebut cukup memberikan informasi atau bukti empiris. berdasarkan hasil penelitian, terdapat hubungan negative antara tingkat pertumbuhan ekonomi dan tingkat pengangguran. koefisien okun merupakan salah satu komponen penting yang dikaji para ekonom dalam menganalisis hokum okun untuk beberapa alasan (sinclair, 2005). pertama, jika tingkat pengangguran merupakan variabel kebijakan, maka koefisien okun dapat di interpretasikan sebagai besaran target perekonomian untuk mereduksi tingkat pengangguran. kedua, peramalan output sering dibuat untuk menyatakan peramalan dari tingkat pengangguran. ketiga, koefisien okun sangat berguna untuk mengetahui kapan output berada diatas atau dibawah nilai potensialnya. beberapa penelitian yang telah dilakukan dan memberikan satu kesimpulan bahwa hukum okun memang terbukti ada walaupun terjadi variasi koefisien okun di setiap negara.tujuan dari paper ini untuk membuktikan keberadan hukum okun dan jika memang terbukti ada, maka seberapa besar koefisien okun yang tercipta di indonesia. sejak okun menemukan hubungan negatif antara tingkat pengangguran dengan kesenjangan output, penurunan setiap 1 persen tingkat pengangguran untuk setiap kenaikan 3 persen kesenjangan pdb, tetapi barreto & howland (1993) menunjukan bahwa koefisien okun atas tingkat pengangguran telah berubah, bukan dari 2 persen atau 2.5 persen sampai 3 persen lagi, tetapi bisa berbeda dari angka tersebut. ada hubungan dua arah antara tingkat pengangguran dengan output nasional untuk kasus malaysia. rubcova (2010) menunjukan tidak adanya hubungan antara output dan tingkat pengangguran untuk kasus negara-negara di kawasan baltik karena data tidak reliable dan ukuran sampelnya kecil serta struktur pasar tenaga kerja yang kaku dan inelastisnya tingkat pengangguran terhadap pergeseran output. soegner dan stiassny (2002) menguji hukum okun dan menunjukan adanya hubungan negatif antara tingkat pengangguran dengan pdb riil. moosa (2008) menemukan bahwa tidak ada hubungan antara tingkat pengangguran dengan output untuk kasus algeria, mesir, maroko, dan tunisia karena tiga alasan: (a) pengangguran yang terjadi bukan siklis tetapi lebih kepada pengaruh pertumbuhan ekonomi..... (darman) 3 pengangguran structural dan atau friksional; (b) kekakuan pasar tenaga kerja yang terjadi di empat negara tersebut di mana pasar tenaga kerja didominasi pemerintah sebagai sumber utama permintaan tenaga kerja; (c) struktur perekonomian yang didominasi pemerintah. di inggris (petkov, 2008), hukum okun dapat diterapkan, dimana terjadi hubungan jangka panjang antara tingkat pengangguran dengan kesenjangan pdb. apergis dan rezitis (2003) menyelidiki hukum okun dengan perubahan struktual, kesimpulannya bahwa pengangguran mempunyai respon rendah terhadap perubahan output. penerapan hukum okun terhadap indonesia dapat memberikan penjelasan mengenai hubungan output dan tingkat pengangguran di indonesia. peningkatan output atau pertumbuhan ekonomi dapat digunakan sebagai alat kebijakan dalam mencapai tingkat pengangguran atau pertumbuhan ekonomi yang dicapai dapat digunakan untuk memprediksi tingkat pengangguran. hukum okun dapat membantu pemerintah indonesia dalam mencapai target tingkat pengangguran. penciptaan lapangan kerja atau berkurangnya tingkat pengangguran merupakan salah satu prioritas pemerintah indonesia saat ini permasalahan di indonesia, pertumbuhan ekonomi tidak selalu diikuti dengan penurunan tingkat pengangguran dari tahun ketahun. selama periode 1990-2006 tingkat pengangguran relative meningkat dari tahun ketahun, kecuali tahun 1995, 1997 dan 2000, masing-masing turun 0,12 persen, 0,16 persen dan 0,28 persen. kemudian tahun 2007-2012 pengangguran telah mengalami penurunan yang cukup signifikan. penurunan tingkat pengangguran tidak diiringi oleh peningkatan pertumbuhan ekonomi. penciptaan lapangan kerja sebagai akibat pertumbuhan ekonomi akan menyerap angkatan kerja, mengurangi jumlah penganggur dan menurunkan tingkat pengangguran. besaran koefisien okun berbeda dari tiap negara pada hasil penelitian moosa (2008), schnabel (2002) diduga berlaku pula untuk indonesia, yaitu dengan besaran koefisien okun yang berbeda. tabel 1 pertumbuhan ekonomi dan tingkat pengangguran di indonesia 1990-2013 (dalam %) tahun pertumbuhan ekonomi (dalam persen) kenaikan/penurunan tingkat pengangguran (dalam persen) kenaikan/penurunan 1990 9,00 2,51 1991 8,93 -0,07 2,59 0,08 1992 7,22 -1,71 2,74 0,15 1993 7,25 0,03 2,76 0,02 1994 7,54 0,29 4,36 1,60 1995 8,40 0,86 4,24 -0,12 1996 7,64 -0,76 4,76 0,52 1997 4,70 -2,94 4,60 -0,16 1998 -13,13 -17,83 5,46 0,86 1999 0,79 13,92 6,36 0,90 2000 4,90 4,11 6,08 -0,28 2001 7,64 2,74 8,10 2,02 2002 4,58 -3,06 9,06 0,96 2003 2,31 -2,27 9,57 0,51 2004 3,62 1,31 9,86 0,35 2005 4,94 1,32 10,26 0,40 2006 6,52 1,58 10,28 0,02 2007 6,28 0,24 9,11 -1,17 2008 6,06 -0,22 8,39 -0,72 2009 4,55 -1,51 8,14 -0,25 2010 6,40 1,85 7,14 -1,00 2011 6,50 0,10 6,56 -0,58 2012 6,23 -0,27 6,14 -0,42 2013 5,78 -0,45 6,25 0,11 sumber: badan pusat statistik, 2013 (diolah) 4 journal the winners, vol. 14 no. 1, maret 2013: 1-12 pertumbuhan ekonomi indonesia 2011 mencapai 6,5 persen. angka tersebut dinilai sesuai dengan proyeksi target apbnp 2011. sebelumnya pertumbuhan ekonomi indonesia sebesar 6,4 persen. badan pusat statistik mengungkapkan pertumbuhan ekonomi indonesia sepanjang 2012 hanya 6,23 persen. angka ini di bawah target pemerintah dalam apbn-p 2012, yaitu sebesar 6,5 persen. bank indonesia memperkirakan pertumbuhan ekonomi indonesia sepanjang 2013 mencapai 5,78 persen, lebih rendah dibandingkan pertumbuhan ekonomi 2012 sebesar 6,23 persen. menteri tenaga kerja dan transmigrasi muhaimin iskandar menargetkan penurunan angka pengangguran di indonesia. penurunan tersebut hingga mencapai kisaran 5,58, 8 persen, pada akhir 2013. perkiraan tingkat pengangguran di level 5,5 persen–5,8 persen pada tahun 2013, cukup realitas dengan asumsi pertumbuhan ekonomi di kisaran 6,8 persen-7,2 persen. di mana setiap satu persen pertumbuhan ekonomi dapat menciptakan lebih dari 350.000 kesempatan kerja. menurut ekonom dorojatun kuntjoro jakti jumlah angkatan kerja sebanyak 2,5 juta orang yang muncul setiap tahun tidak akan terserap bahkan separuhnya dengan pertumbuhan ekonomi sekitar 3% pertumbuhan ekonomi minimal 7% untuk menyerap angkatan kerja baru tersebut. pertumbuhan ekonomi sebesar 1% diperkirakan hanya dapat menyerap sekitar 357 ribu pekerja berdasarkan prediksi tersebut. mantan kepala bps choiril maksum memperkirakan setiap pertumbuhan pdb sebesar 1% dapat menambah jumlah pekerja sekitar 400.000 orang (handayani, 2006). tahun 2005 jumlah angkatan kerja baru hamper 2 juta orang. pertumbuhan ekonomi sekitar 5% tahun 2005 seharusnya mampu menyerap angkatan kerja berdasarkan perkiraan dorodjatun dan choiril. jika asumsi dorodjatun dan choiril dianggap benar maka seluruh angkatan kerja pada tahun 2005 menjadi pekerja, ternyata jumlah pengangguran bertambah sekitar 600 ribu orang pada tahun 2005. peningkatan atau penurunan tingkat pengangguran secara keseluruhan belum dapat menurunkan atau meningkatkan pertumbuhan ekonomi. penurunan tingkat pengangguran berdasarkan hukum okun diduga dapat terjadi karena peningkatan pertumbuhan ekonomi. penelitian ini bertujuan untuk menganalisis pengaruh pertumbuhan ekonomi terhadap tingkat pengangguran di indonesia. metode metode analisis yang digunakan pada penelitian ini adalah analisis kuantitatif. data yang digunakan adalah pertumbuhan gdp dan tingkat pengangguran di indonesia periode 1990-2013. alat analisis yang digunakan adalah analisis time series menggunakan ordinary least square (ols). model persamaan yang digunakan sesuai dengan difference version hukum okun (knotek, 2007), yaitu change in the unemployment rate = a + b (real output growth) atau secara matematis dapat dirumuskan: ) di mana . (δyt/yt) = laju pertumbuhan gdp riil. koefisien b = menunjukkan perubahan pengangguran yang disebabkan oleh perubahan gdp dan disebut dengan koefisien okun atau unemployment rate = a + b (real output growth) pengaruh pertumbuhan ekonomi..... (darman) 5 berdasarkan hukum okun, putong (2013) membuat rumus mengenai tingkat pengangguran sehubungan dengan pertumbuhan ekonomi, yaitu: uen = uen-1 – 0,4 (ag – tog) uen = adalah tingkat pengangguran sekarang uen-1 = tingkat pengangguran yang lalu 0,4 = konstanta pertumbuhan pengangguran bila pertumbuhan ekonomi naik sebesar 1 persen diatas ratarata ag = pertumbuhan aktual (actual growth) tog = tingkat pertumbuhan rata-rata/trend (trend of growth) prosedur estimasi yang dilakukan untuk mendapatkan koefisien okun digunakan simple linear regression model: y = β0 + β1x + ε (anderson, 2011) di mana y = tingkat pengangguran x = pertumbuhan ekonomi β0 = konstanta β1 = koefisien regresi atau koefisien okun ε = error term tinjauan pustaka output output atau pendapatan nasional merupakan ukuran paling komprehensif dari tingkat aktivitas ekonomi suatu negara. output dinyatakan dalam satuan mata uang sebagai jumlah dari total keluaran barang dan jasa dikalikan dengan harga per unit. jumlah total itu disebut sebagai output nominal, yang dapat berubah karena perubahan baik jumlah fisik maupun perubahan harga terhadap periode dasarnya. untuk mengetahui seberapa jauh perubahan tersebut karena perubahan fisik, nilai output dihitung berdasarkan harga konstan atau dihitung berdasarkan harga pada tahun dasar. jumlah total output berdasarkan harga konstan disebut output riil. perubahan persentase dari output riil disebut sebagai pertumbuhan ekonomi. pengangguran angkatan kerja adalah penduduk usia kerja yang sedang mencari pekerjaan, apabila sudah mendapatkan pekerjaan disebut bekerja dan yang belum mendapatkan pekerjaan disebut dengan menganggur. tingkat pengangguran diukur sebagai suatu persentase dari angkatan kerja total yang tidak mempunyai pekerjaan terhadap seluruh angkatan kerja. hukum okun arthur melvin okun lahir pada tanggal 28 november 1928 di jersey city, new jersey. okun tidak pernah membicarakan atau menulis tentang masa kecilnya, begitu pun dengan orang terdekatnya. ia menerima gelar b.a. di universitas columbia, dan tujuh tahun kemudian ia mendapatkan gelar ph.d nya di institusi yang sama. setelah itu ia pun memutuskan untuk mengajar sebagai dosen di universitas yale. beberapa tahun kemudian, ia dipercaya untuk memegang jabatan sebagai salah satu 6 journal the winners, vol. 14 no. 1, maret 2013: 1-12 anggota dewan penasehat ekonomi amerika serikat di bawah pemerintahan kennedy. ketika pemerintahan presiden johnson hampir berakhir, okun dipercaya sebagai ketua cea (council of economic advisors) atau dewan penasehat ekonomi. penelitian terdahulu moosa (1997) meneliti hukum okun pada negara g7 yaitu amerika, jepang, jerman, perancis, inggris, italia dan kanada. moosa menggunakan metode harvey untuk mengekstraksi data time series sebelum diregresi menggunakan ordinary least square (ols), rolling ols, dan seemingly unrelated regression (sur). moosa menemukan terdapat perbedaan koefisien okun di masing-masing negara yang diteliti. knotek (2007) meneliti hubungan antara gdp riil dan pengangguran di amerika. knotek menemukan bahwa hukum okun bukanlah hubungan yang erat. ada banyak pengecualian dalam hukum okun, atau kejadian dimana turunnya pertumbuhan output tidak selalu bertepatan dengan meningkatnya pengangguran. hal ini berlaku ketika melihat selama jangka waktu panjang dan pendek. ini adalah pengingat bahwa hukum okun bertentangan dengan konotasi dari kata hukum, hanya aturan praktis, bukan merupakan fitur struktural dari perekonomian. noor, et al (2007) meneliti tentang keberadaan hokum okun di perekonomian malaysia terkait hubungan negative antara pengangguran dan output (gdp). dari penelitian tersebut mereka menemukan bahwa terdapat hubungan negatif antara output dan pengangguran di mana koefisien yang diperoleh adalah -1.748 dan diketahui bahwa pengangguran merupakan salah satu faktor yang mempengaruhi perubahan output di malaysia. uji kausalitas granger juga menunjukkan bahwa terdapat hubungan dua arah antara variabel pengangguran dan output. petkov (2008) menguji koefisien okun di inggris. petkov menggunakan alat analisis autoregressive distributed lag model (ardl) dengan pendekatan hodrick-prescott filter (filter hp). pendekatan ini digunakan petkov untuk menangkap fenomena nairu dan kemudian ditindaklanjuti dengan menerapkan eroor correction model (ecm) untuk mendapatkan koefisien okun. petkov membuktikan bahwa terdapat hubungan antara pertumbuhan output dan pengangguran. namun koefisien okun yang ditemukan petkov nilainya berbeda dari versi asli koefisien okun. arshad (2010) menggunakan gap equation dan teknik filter hp. ditemukan bukti empiris bahwa terdapat hubungan negatif dan signifikan antara pdb dan pengangguran dalam jangka pendek yang menguatkan hokum okun. untuk jangka panjang, digunakan uji kointegrasi dan ecm menunjukkan bahwa pdb dan pengangguran terkointegrasi satu sama lain dalam jangka panjang. hanusch (2012) membahas pertumbuhan ekonomi dan pengangguran dengan menggunakan data 8 negara asia timur selama periode antara tahun 1997-2011 untuk mendapatkan koefisien hukum okun yang memperlihatkan hubungan antara pertumbuhan ekonomi dan lapangan kerja. hasilnya menunjukkan bahwa pertumbuhan ekonomi berpengaruh dalam mengurangi lapangan kerja, meski tidak dalam agregat tetapi komposisinya. ada bukti bahwa lapangan kerja di sektor pertanian bergerak kontra-siklis, di mana efeknya dalam periode krisis, sektor pertanian dapat berfungsi sebagai shock absorber untuk mengurangi dampak phk di sektor industry. hasil dan pembahasan hukum okun mendeskripsikan hubungan terbalik antara perubahan rata-rata tingkat pengangguran dengan perbedaan antara gdp aktual dan gdp potensial. teori tersebut menyebutkan bahwa setiap kenaikan angka pada rata-rata aktual tingkat pengangguran, maka nilai gdp pengaruh pertumbuhan ekonomi..... (darman) 7 sesungguhnya akan turun sebesar 2 sampai 3 persen. demikian juga, apabila nilai gdp sesungguhnya meningkat, maka angka pada rata-rata aktual tingkat pengangguran akan menurun. gdp sesungguhnya merupakan gdp yang disesuaikan dengan tingkat inflasi dan perubahan harga, dan perubahan nilai rata-rata dari tingkat pengangguran menggunakan kurva philips. hukum okun menggunakan model sederhana dengan meregresikan first difference dari tingkat pengangguran (u) terhadap persentase perubahan output (δy/y), dengan menggunakan data kuartalan untuk kurun waktu 1947-1960, dan memperoleh: δu = 0,3 – 0,3 (δy/y) -------------(1) disimpulkan bahwa tanpa adanya pertumbuhan ekonomi, tingkat pengangguran akan meningkat 0,3 % dari satu kuartal ke kuartal berikutnya. pertumbuhan ekonomi sebesar 1 persen per kuartal atau 4 persen per tahun diperlukan untuk menjaga tingkat pengangguran tetap. berdasarkan hukum okun, putong (2013) membuat rumus mengenai tingkat pengangguran sehubungan dengan pertumbuhan ekonomi, yaitu: uen = uen-1 – 0,4 (ag – tog) --------(2) uen = adalah tingkat pengangguran sekarang uen-1 = tingkat pengangguran yang lalu 0,4 = konstanta pertumbuhan pengangguran bila pertumbuhan ekonomi naik sebesar 1 persen diatas rata-rata ag = pertumbuhan aktual (actual growth) tog = tingkat pertumbuhan rata-rata/trend (trend of growth) kedua, meregresikan tingkat pengangguran terhadap pertumbuhan output, dengan menggunakan data time series untuk kurun waktu 19902013, dan memperoleh hasil: y = 5, 19 – 0,17x. hasil pada persamaan pertama memberikan implikasi peningkatan 1 persen dari tingkat pengangguran diasoisikan dengan menurunnya pertumbuhan ekonomi sebesar 0,061 persen (tabel 2). misalkan tingkat pengangguran tahun 2012 adalah 6,14 persen dan pertumbuhan ekonomi tahun 2013 sebesar 6,25 persen sedangkan tingkat pertumbuhan rata-rata adalah tahun 2000-2013 sebesar 5,43 persen maka tingkat pengangguran saat ini (tahun 2013) diperkirakan adalah unemployment rate = a + b (real output growth) atau urn = urn-1 – 0,4 (ag – tog) maka ur2013 = 6,14 – 0,4 (6,25 – 5,43) = 5,81 persen. berdasarkan perhitungan tersebut dapat disimpulkan, apabila pertumbuhan ekonomi aktual lebih tinggi dari nilai rata-ratanya maka tingkat pengangguran sekarang akan lebih kecil dari sebelumnya. sebaliknya bila pertumbuhan ekonomi aktual lebih lebih rendah dari nilai rata-ratanya, maka pengangguran sekarang akan lebih besar dari sebelumnya. estimasi difference version hukum okun menunjukkan hasil sebagai berikut: change in the unemployment rate = a + b (real output growth). berdasarkan hasil analisis regresi difference version dari hukum okun dapat diketahui bahwa koefisien b sebesar 0,17 dan konstanta (a) sebesar 5,19 dan nilai r2 sebesar 9,10 persen. secara kuantitatif, nilai probabilitas dan r2 dari variabel gdp growth menunjukkan angka yang tidak signifikan. hasil pengujian kointegrasi dilakukan untuk mengetahui adanya hubungan jangka panjang diantara variabel-variabel penelitian. jika variable dalam penelitian terbukti terkointegrasi maka terdapat hubungan yang stabil dalam jangka panjang. sebaliknya, jika tidak ada kointegrasi maka dapat dikatakan tidak terdapat kaitan antar variabel dalam jangka panjang. 8 journal the winners, vol. 14 no. 1, maret 2013: 1-12 selanjutnya dari penelitian ini ditemukan bahwa terdapat hubungan satu arah antara pengangguran dan output di indonesia, dimana pertumbuhan output riil mempengaruhui tingkat pengangguran. koefisien okun yang didapatkan dari difference version hukum okun menunjukkan perkiraan koefisien okun yang kecil dan negatif dengan tingkat signifikansi yang sangat rendah. penelitian ini bisa dikatakan kontras dengan hasil penelitian yang ditemukan untuk negara yang perekonomiannya lebih maju sehingga diperlukan penjelasan terkait adanya perbedaan tsb. cukup jelas terlihat bahwa struktur perekonomian indonesia yang diteliti dalam penelitian ini berbeda dari as, jepang dan eropa di mana hukum okun tampaknya bekerja cukup baik sebagai keteraturan empiris. penelitian menunjukkan hasil sama dengan penelitian yang dilakukan oleh moosa (2008) yang menemukan hasil berbeda pada empat negara arab dan penelitian hanusch (2012) dengan menggunakan data 8 negara asia timur. menurut moosa (2008) terdapat tiga alasan mengapa hasil penelitian terkait hukum okun kontras untuk negara yang struktur perekonomiannya berbeda dengan negara yang ekonominya lebih maju. (1) pengangguran di negara-negara ini bersifat non-siklis, di mana terdapat pengangguran struktural atau friksional. adanya pengangguran struktural akibat dari perubahan ekonomi yang tidak dimbangi oleh perubahan dalam pendidikan dan pelatihan. (2) adanya kekakuan pasar tenaga kerja, terutama karena pasar tenaga kerja didominasi oleh pemerintah sebagai sumber utama permintaan tenaga kerja. (3) struktur ekonomi suatu negara yang didominasi oleh pemerintah mungkin satu sektor saja. jika sektor yang dominan tidak padat karya maka pertumbuhan sektor rill yang mendorong pertumbuhan ekonomi secara keseluruhan tidak akan mengurangi penganguran. koefisien okun cenderung lebih tinggi dinegara maju dari pada di negara-negara berkembang lebih dikendalikan oleh perbedaan struktur perekonomian tersebut. apabila pertumbuhan ekonomi (gnp/gdp) tumbuh sebesar 2,5 persen diatas trendnya yang telah dicapai pada tahun tertentu, tingkat pengangguran akan turun sebesar 1 persen. artinya apabila gnp/gdp tumbuh sebesar 1 persen di atas trend-nya maka tingkat pengangguran akan turun sebesar 0,4 persen. jadi bila tingkat pengangguran diturunkan sebesar 2% maka pertumbuhan ekonomi haruslah dipacu sebesar 5 persen diatas rata-rata. tabel 2 perhitungan koefisien okun [uen = uen-1 – 0,4(ag – tog)] tahun uen uen-1 konstanta ag-tog 1990 1991 0,00986 0,0251 0,4 0,0381 1992 0,01094 0,0259 0,4 0,0374 1993 0,01928 0,0274 0,4 0,0203 1994 0,01936 0,0276 0,4 0,0206 1995 0,0342 0,0436 0,4 0,0235 1996 0,02956 0,0424 0,4 0,0321 1997 0,0378 0,0476 0,4 0,0245 1998 0,04796 0,0460 0,4 -0,0049 1999 -0,12788 0,0546 0,4 -0,1832 2000 0,2396 0,0636 0,4 -0,0440 2001 0,06196 0,0608 0,4 -0,0029 2002 0,0712 0,0810 0,4 0,0245 2003 0,09304 0,0906 0,4 -0,0061 2004 0,10722 0,0957 0,4 -0,0288 2005 0,10488 0,0986 0,4 -0,0157 2006 0,1036 0,1026 0,4 -0,0025 2007 0,09748 0,1028 0,4 0,0133 2008 0,08674 0,0911 0,4 0,0109 2009 0,08042 0,0839 0,4 0,0087 2010 0,08396 0,0814 0,4 -0,0064 2011 0,06656 0,0714 0,4 0,0121 2012 0,06036 0,0656 0,4 0,0131 2013 0,05724 0,0614 0,4 0,0104 sumber: diolah dari lampiran 2 pengaruh pertumbuhan ekonomi..... (darman) 9 simpulan berdasarkan hasil dan pembahasan, dapat diarik kesimpulan bahwa hukum okun terbukti tidak valid dalam perekonomian indonesia karena berbeda dengan koefisien asli dari hukum okun. nilai koefisien okun tingkat signifikansinya cukup kecil secara empirik. hal ini menunjukkan bahwa tingkat pengangguran di indonesia tidak responsif terhadap perubahan dalam output real dengan alasan: (a) terdapat pengangguran struktural/friksional dalam perekonomian indonesia. (b) adanya perbedaan sruktur ekonomi antara negara berkembang dengan negara maju. pada negara berkembang labor insentif masih dominan dari pada labor skill. kedua hal tsb mengakibatkan tingkat pengangguran yang terjadi di negara berkembang (termasuk indonesia) bersifat kontra siklis. (c) hubungan antara variabel pertumbuhan output real dan tingkat pengangguran tidak terbukti saling mempengaruhi. penelitian ini hanya menemukan secara statistik bahwa variabel pertumbuhan output real mempengaruhui tingkat pengangguran dalam jangka panjang. hal ini disebabkan struktur ekonomi indonesia hampir sebagian besar penyerapan tenaga kerja masih ditopang oleh sektor pertanian dan sektor informal. pemerintah sebaiknya mendorong pertumbuhan yang bersifat produktif dan menyerap banyak tenaga kerja, bukan pertumbuhan yang bersifat capital intensif. untuk mengatasi pengagguran struktural/friksional diperlukan program pelatihan khusus dalam meningkatkan keterampilan (skill) tenaga kerja sesuai dengan yang dibutuhkan oleh sektor industri. pemerintah juga perlu memberikan pelatihan dan bantuan dibidang kewirausahaan bagi tenaga kerja yang tidak terserap dalam sektor industri. daftar pustaka apergis, n., rezitis, a. (2003). an examination of okun's law: evidence from regional areas in greece. applied economics, 35(10), 1147–1151. anderson, d. r., sweeney, d. j., wiliams, t. a. (2011). statistic for business and economics, internal edition. china: china translation & printing services limited arshad, z. (2010). the validity of okun’s law in the swedish economy. stockholm: departement of economics stockholm university. badan pusat statistik. (2013). berita resmi statistik. keadaan ketenaga kerjaan. barreto h., howland f. (1993). there are two okun’s law relationships between output and unemployment. cwarfordvile: wabash college. handayani, t. s. (2006). konsep dan teknik penelitian gender. malang: umm press. moosa, i. a. (2008). economic growth and unemployment in arab countries; is okun’s law valid. international conference on “the unemployment crisis in the arab countries”, 17–18 march 2008, cairo-egypt. noor, z. m., nor, n. m., judhiana, a. g. (2007). the relationship between output and unemployment in malaysia: does okun’s law exist? international journal of economics and management, 1(3), 337–344. 10 journal the winners, vol. 14 no. 1, maret 2013: 1-12 mankiw n. g. (2007). makroekonomi. edisi keenam. jakarta: erlangga. putong, i. (2013). economics: pengantar mikro dan makro. edisi 5. jakarta: mitra wacana media petkov, b. (2008). the labour market and output in the uk – does okun’s law still stand? discussion papers bulgarian national bank, dp/69/2008. rubcova, a. (2010). okun’s law: evidence from the baltic states. sse riga student research papers, 9(126). samuelson, p. a., nordhaus, w. d. (2005). ekonomics. new york: mcgraw hill. sinclair, t. (2005). permanent and transitory movements in output and unemployment: okun’s law persists. george washington university, manuscript. soègner l., stiassny a. (2002). an analysis on the structural stability of okun’s law-a cross-country study. applied economics, 14, 1775–1787. schnabel, g. (2002). output trends and okun’s law (bank for international settlements). diakses dari http://www.bis.org/publ/work 111.pdf pengaruh pertumbuhan ekonomi..... (darman) 11 lampiran lampiran 1 tahun tingkat pengangguran y pertumbuhan ekonomi x xy x2 y2 1990 2,51 9,00 22,59 81,00 6,30 1991 2,59 8,93 23,13 79,74 6,71 1992 2,74 7,22 19,78 52,13 7,51 1993 2,76 7,25 20,01 52,56 7,62 1994 4,36 7,54 32,87 56,85 19,00 1995 4,24 8,40 35,62 72,25 17,98 1996 4,76 7,64 36,37 58,37 22,66 1997 4,60 4,70 21,62 22,09 21,16 1998 5,46 -13,13 -71,69 172,40 29,81 1999 6,36 0,79 5,02 0,62 40,45 2000 6,08 4,90 29,79 24,01 36,97 2001 8,10 7,64 61,88 58,37 65,61 2002 9,06 4,58 41,49 20,98 82,08 2003 9,57 2,31 22,11 5,34 91,58 2004 9,86 3,62 35,69 13,10 97,22 2005 10,26 4,94 50,68 24,40 105,27 2006 10,28 6,52 67,03 42,51 105,68 2007 9,11 6,28 57,21 39,44 82,99 2008 8,39 6,06 50,84 36,72 70,39 2009 8,14 4,55 37,04 20,70 66,26 2010 7,14 6,40 45,70 40,96 50,98 2011 6,56 6,50 42,64 42,25 43,03 2012 6,14 6,23 38,25 39,69 37,70 2013 6,25 5,78 36,13 33,41 39,06 jumlah 155,32 124,65 728,67 1.096,89 1.154,02 sumber: bps, 2013 (diolah) lampiran 2 tahun unemployment rate (uen) actual growth (ag) averate unemployment rate trend of growth (tog) ag tog 1990 2,51 9,00 3,81 1991 2,59 8,93 3,74 1992 2,74 7,22 2,03 1993 2,76 7,25 2,06 1994 4,36 7,54 2,35 1995 4,24 8,40 3,21 1996 4,76 7,64 2,45 1997 4,60 4,70 -0,49 1998 5,46 -13,13 -18,32 1999 6,36 0,79 -4,40 2000 6,08 4,90 -0,29 2001 8,10 7,64 6,47 5,19 2,45 2002 9,06 4,58 -0,61 12 journal the winners, vol. 14 no. 1, maret 2013: 1-12 2003 9,57 2,31 -2,88 2004 9,86 3,62 -1,57 2005 10,26 4,94 -0,25 2006 10,28 6,52 1,33 2007 9,11 6,28 1,09 2008 8,39 6,06 0,87 2009 8,14 4,55 -0,64 2010 7,14 6,40 1,21 2011 6,56 6,50 1,31 2012 6,14 6,23 1,04 2013 6,25 5,78 0,59 sumber: bps, 2013 (diolah) lampiran 3 wilayah/negara 2011 2012 proyeksi 2013 2014 dunia 3,9 3,2 2,9 3,6 negara maju 1,7 1,5 1,2 2,0 amerika serikat 1,8 2,8 1,6 2,6 zona euro 1,5 -0,6 -0,4 1,2 jepang -0,2 2,0 2,0 1,2 china 9,3 7,7 7,6 7,3 negara berkembang 6,2 4,9 4,5 5,1 indonesia 6,5 6,2 5,3 5,5 sumber: bps, 2013 150 journal the winners, vol. 15 no. 2, september 2014: 150-158 fdi in tourism sector and economic growth in sumatra utara parhimpunan simatupang1; abdul razak chik2 1business administration and humanities faculty, swiss german university edutown bsdcity, tangerang 15339, indonesia 2school of economics, finance & banking, universiti utara malaysia sintok, 06010 universiti utara malaysia, kedah, malaysia 1parhimpunan.simatupang@sgu.ac.id; 2arc@uum.edu.my abstract globalization and neo liberal policies such as liberalization and privatization have generated a significant growth for fdi and considered an important source for capital and foreign currency, capable of spurring economic growth in developing countries. one sector that received particular attention, due to its significant contributions towards economic development, especially in indonesia, is tourism. tourism investments in indonesia are mainly focused on the development of fully-integrated resort sites that help boost the construction of tourist facilities such as hotels and the development of the surrounding environment through social and cultural aspects. the total contribution of travel and tourism to gdp was idr736.3 billion or 8.9% of gdp in 2012. foreign direct tourism investments grew by 210% between 2011 and 2012, or at an annual compound average growth rate of 38% between 2006 and 2012. while the implications are at national level, not much could be gathered on the local perspectives. this paper intends to explore the implication of fdi in tourism sector towards economic growth in one of tourism attraction provinces in indonesia—sumatra utara. specifically, which economic factors contributed towards fdi inflows and their impacts on economic growth in sumatra utara. keywords: economic growth, fdi, tourist attraction, tourism abstrak globalisasi dan kebijakan neoliberal seperti liberalisasi dan privatisasi telah menghasilkan pertumbuhan yang signifikan bagi fdi dan dianggap sebagai sumber penting untuk modal dan mata uang asing, mampu memacu pertumbuhan ekonomi di negara-negara berkembang. salah satu sektor yang mendapat perhatian khusus, karena kontribusi yang signifikan terhadap pembangunan ekonomi, khususnya di indonesia, adalah pariwisata. investasi pariwisata di indonesia terutama difokuskan pada pengembangan situs resor terintegrasi yang membantu untuk meningkatkan pembangunan fasilitas wisata seperti hotel dan pengembangan lingkungan sekitarnya melalui aspek sosial dan budaya. total kontribusi perjalanan dan pariwisata terhadap pdb 736.3 miliar rupiah atau 8,9% dari pdb pada 2012. investasi pariwisata asing langsung tumbuh 210% antara tahun 2011 dan 2012, atau pada tingkat pertumbuhan tahunan gabungan rata-rata 38% antara tahun 2006 dan 2012. sementara implikasi di tingkat nasional, tidak banyak yang bisa dikumpulkan pada perspektif lokal. tulisan ini bermaksud untuk mengeksplorasi implikasi dari fdi di sektor pariwisata terhadap pertumbuhan ekonomi di salah satu pariwisata yang menarik di indonesia—sumatra utara. secara khusus, faktor-faktor ekonomi berkontribusi terhadap arus masuk fdi dan dampaknya terhadap pertumbuhan ekonomi di sumatra utara. kata kunci: pertumbuhan ekonomi, fdi, daya tarik wisata, pariwisata mailto:parhimpunan.simatupang@sgu.ac.id; mailto:arc@uum.edu.my fdi in tourism sector..... (parhimpunan simatupang; abdul razak chik) 151 introduction recently, it has been established that tourism has become one of the most significant export sectors in many developing countries and it not only increases foreign exchange income, but also creates employment opportunities, stimulates the growth of the tourism industry triggers overall economic growth (samimi, sadeghi, & sadeghi, 2013). tourism is one of the world’s largest industries accounting for over one-third of total global service trade (endo, 2006). tourism industry agglomerates many separate activities that come together in the production and consumption of tourism (unctad, 2008). foreign direct investment (fdi) is one of the routes through which developing countries can carry out tourism, but the dynamics of fdi in this dynamic sector, and its implications, have been relatively little studied. there is very little empirical information about the extent of tourism-related fdi in the global economy or its overall impact (unctad, 2007). foreign direct investment (fdi) in tourism would help developing countries to mitigate the effect of adverse development gap between developed and developing countries (unctad, 2007). the economic impacts of tourism can be measured in many terms, such as output, income, employment, value added, taxes, etc. the magnitude of the relative impacts depends upon the relative magnitude of the direct and the derived effects. the magnitude of direct effects can be decomposed into four factors: tourist intensity, the level of daily consumption for the type of overnight stay, the composition of tourist activity by the type of overnight stay, and employment content of tourist related activity/the opportunity of jobs seekers (zhang, madsen, & jensen-butler, 2007). tourism investment in indonesia grew by more than 210% from 2011 to 2012. the growth in tourism investment is aligned with the country’s positive economic growth. additionally, the indonesian government has been instrumental in streamlining investment procedures and promoting investment opportunities and potential of indonesia within the region, resulting in a favourable investment environment as shown by figure 1. figure 1 tourism investments, indonesia 2006 – 2012 (source: indonesia investment coordinating board, 2013) north sumatra tourism sector fdi realization based on business type table 1 exposes that the realization of fdi based on business type has slightly increased. the largest fdi for star hotel business type occurred in 2012 with the investment amount of us$ 729,724 million. from 2010 until 2014, fdi for homestay business type only occurred in 2012 with the investment amount of us$ 0.35 million. the highest fdi for restaurant and roving food supply business type occurred in 2013 with the amount of us$ 13,589 million. from 2010 to 2013, the highest fdi in the tourism sector occurred in 2012 with the amount of us$ 768.50 million. in 2013, 152 journal the winners, vol. 15 no. 2, september 2014: 150-158 tourism sector fdi fell as much as 39.8% to us$ 462.47 million. in the first quarter (q1) 2014, tourism sector fdi reached us$ 117.24 million as shown by table 1. fdi in north sumatra is slightly increased. in 2010, the fdi conveyed to north sumatra us $ 270 million and 2011 was increased to us $ 4.672 million. in the year of 2012 to 2013 was going down by contributed from us $ 4.143 million to us $ 1.735 million only. but in the first quarter the year of 2014 rebound again to us $ 2.503 million. overall, tourism sector in north sumatra until the first quarter of 2014 contributed us $ 13.331 million. table 1 fdi realization based on business type in north sumatra north sumatra regional economic performance the economic performance of north sumatra province from the year of 2010 to 2012 (see table 2) was slightly increased. this performance indicator contributed by the sector of hotel and restaurant. in 2010, hotel and restaurant was offered 11 % from the total income regional in this particular year 2010 is 2,158.6 millions us$. in 2011, contributed also contributed 11 % although the total income increased to 2,306.6 millions us$. in 2012, hotel and restaurant conveyed 10.8 % and small decreased from the previous year as referred to table 2. the purpose of this research is to investigates the significance foreign direct investment in tourism sector relates to implications of economic growth in north sumatra. table 2 north sumatra regional economic performance: gdp province based on industrial (idr/us billion) with current price no type of business fdi (million us$) 2010 2011 2012 2013 2014-q1 1 star hotel 309.085 197.552 729.724 383.267 67.892 2 melati hotel 0.69 1.63 0.79 2.295 2.298 3 homestay 0.35 4 other short term accommodation provision 26.708 33.838 28.696 60.159 44.45 5 other accommodation provision 0.06 4.602 0.005 0.611 6 restaurant and food roving supply 10.063 4.372 8.576 13.589 2.6 7 catering services for specific event 0.25 0.009 0.284 8 beverages supply 0.35 2.32 total 346.606 242.244 768.5 462.525 117.24 industrial origin current price 2010 current price 2011 current price 2012 current price 2013 current price 2014 q1 idr usd idr usd idr usd idr usd idr usd 1. agriculture 63,181.84 5.2652 70,655.87 5.8880 76,838.11 6.4032 86,118.60 7.1766 46,139.74 3.8450 2. mining and quarrying 3,789.75 0.3158 4,341.19 0.3618 4,635.32 0.3863 5,252.87 0.4377 2,802.05 0.2335 3. manufacturing 63,293.45 5.2745 70,672.27 5.8894 77,484.96 6.4571 87,170.66 7.2642 46,624.40 3.8854 4. electricity, gas & water supply 2,609.89 0.2175 2,966.27 0.2472 3,150.34 0.2625 3,430.43 0.2859 1,860.26 0.1550 5. construction 17,519.79 1.4600 20,172.80 1.6811 23,595.94 1.9663 27,934.64 2.3279 15,069.82 1.2558 6. trade, hotel & restaurant 52,384.32 4.3654 60,387.52 5.0323 67,027.28 5.5856 77,918.68 6.4932 42,387.96 3.5323 7. transportation & communication 24,907.45 2.0756 28,964.29 2.4137 32,855.01 2.7379 38,574.73 3.2146 20,922.13 1.7435 8. financial interme diaries, insurance,real estate & ownerships of dwelling business service 18,203.84 1.5170 21,887.63 1.8240 26,442.21 2.2035 31,030.23 2.5859 16,909.30 1.4091 9. services 29,809.88 2.4842 34,324.37 2.8604 39,061.18 3.2551 46,502.22 3.8752 25,313.09 2.1094 grdp 275,700.21 22.9750 314,156.94 26.1797 351,090.36 29.2575 403,933.05 33.6611 218,028.75 18.1691 fdi in tourism sector..... (parhimpunan simatupang; abdul razak chik) 153 literature review the most widely known approach was advocated by solow (1956), where he attempts to explain how an economy will grow, given its technology and the market behavior of its consumers. based on the solow model the following econometric specification is used to explore factors contributing to the long run economic growth. yit = β0 + β1x1it + β2x2it + β3x3it + β4x4it + β5x5it + t + i + it. where y is per capita gdp growth rate in country i and in year t, x1 is the capital accumulation rate in country i in year t, x2 is the population growth rate in country i in year t, x3 is the share of research and development expenditure in country i gdp in year t, x4 is the primary completion rate in country i in year t, x5 is the share of imports and exports in country i gdp in year t, t and i are time and country fixed effects variable to capture the unobserved effects across time and countries respectively and it is random error. many studies have examined the effect of inward fdi and imports on firm innovation, such as those of zimmermann (1987), veugelers and houte (1990), scherer and huh (1992), bertschek (1995), co (2000), and lofts and loundes (2000). these studies find that inward fdi and imports can enhance competition and accelerate the process of innovation in the local manufacturing industry. however, only a few studies discuss the influences of outward fdi and exports on innovative activities. research study in cuba, tourism play a significance role of the growth of economic. official statistic report that at the end of 2000, there existed 29 joint venture in tourism with a total capital of us$1,089 million, 26 of which were hotel chains managing 15,600 rooms. in the same year, 17 international hotel chains were reported to have management and marketing contracts with cuban counterparts. in china, fdi inflows to the tourism sector promoted the growth of incoming tourism and consumption. foreign investors have brought their established or potential tourist sources to the chinese market increasing inward tourism and promoting the development of china’s tourism economy. through cooperation with foreign tourism companies, domestic ones can draw upon experience and methodology in building marketing networks and managerial practices so as to improve the overall level of china`s tourist enterprises and facilitate their internationalization process (kyrkilis & pantelidis, 2003). by the year 2020, china will become the world’s number one tourist destination with annual arrival 130 million. a study by the tourism council of the south pacific (1992) showed that $1,000 of tourism expenditure in fiji generated an output of $3,541 in the overall economy and a total of $336 in public sector revenue i.e. 33.6%. this figure is on par with manufacturing and ahead of agriculture (32%) and mining (19%). the industry has emerged as an attractive development option with the capacity to generate significant foreign exchange earnings and incomes for the local population. it creates employment, provides revenue for government by way of direct and indirect taxes, improves infrastructure and encourages entrepreneurial activities. it also stimulates economic development through the so-called multiplier effect. a study conducted in australia revealed that the nation states use the capacity of national bureaucracy as a key adaptive mechanism to aid domestic accommodation of globalizing pressures while enabling the retention of state autonomy holds true, at least in the case of australia’s experience with fdi from 1968 to 2004. thus while successive australian governments have sought to adapt to greater internationalizing pressures, particularly those generated by international economic actors, 154 journal the winners, vol. 15 no. 2, september 2014: 150-158 such as multinational enterprises, and the internationalizing of markets, the australian state has retained sufficient capacity to respond to such globalizing pressure to support its own strategic and political objectives. this study shows that while there are changes in how states act and behave in responding to globalizing pressures a fundamental role of the state continues to be that of regulating cross border flows such as fdi (sadleir, 2007). foreign direct investment (fdi) in tourism would help developing countries to mitigate the effect of adverse development gap between developed and developing countries (unctad, 2007). studies of the relationship between tourism activity and fdi have been flourishing recently, but they are still scarce. chen (2010) analysed the influence of foreign direct investment within china’s tourism industry considering the imbalance of the development process across coastal and inland regions from 1978 to 2008. the results show that impacts of fdi on tourism industry in the coastal regions are greater than they are inland. therefore, the coastal regions have experienced rapid economic and tourism development because of the inflow of fdi and political preferences. selvanathan, selvanathan, and viswanathan (2012) investigated the causal link between fdi and the tourism industry in india under a var framework, by employing quarterly statistics from 1995 to 2007. the results indicate that a one-way causality link is found from fdi to tourism arrivals. this explains the rapid growth in the international tourism arrivals as being due to attracting further fdi in the indian economy during the last decade. methods as previously discussed, the purpose of this research is to investigate the foreign direct investment significance in tourism sector related to implications of economic growth in north sumatra. empirical analysis used fdi and gdp secondary data series collected from 2010-2014 captured with microsoft excel. the descriptive statistical analysis was performed by using the statistical program for social sciences (spss) version 21. the statistical analysis included descriptive analysis and factor analysis. results and discussion the purpose of normality test is to test whether the dependent variable and independent variables have normal distribution or not. figure 2 shows the graph of normal p-plot of the regression with dependent variable of gdp. the graph shows how the points are patterned diagonally upwards around the normal line. therefore, this regression model fulfils the normality assumption. figure 2 regression standardized residual fdi in tourism sector..... (parhimpunan simatupang; abdul razak chik) 155 regression analysis is used to determine the effect of independent variables on the dependent variable. because the number of independent variables or x is only one, then the regression variables used are simple linear regression. simple linear regression model: y=β0+β1x1 + e where: y = gdp (dependent variable); x1 = fdi (independent variable); β0 = intercept (value of y when all xi = 0); β1 = regression coefficient associated with x1; e = an error term. coefficient determination is used to look at the contribution of independent variable fdi (x) to dependent variable gdp (y). the higher adj r2, the better the regression model, as the independent variables are able to explain the dependent variable. from table 3, the magnitude of the coefficient adj r square is 0.912, it means that the variable gdp(y) can be explained by the independent variables fdi (x) of 91.2%, while the remaining 100% 91.2% = 8.8% is the contribution of the other independent variables were not included in this research, in other words fdi pretty well explain gdp. the closer r-square to 1, the more variation of the dependent variable is being explained by the observed independent variables. table 3 gdp coefficient determination (r2) model r r square adjusted r square std. error of the estimate 1 .966a .934 .912 .36987 source: output of spss the f-test (anova) is conducted to analyze the impact of the independent variables toward the dependent variable, which is gdp. to determine the rejection of the null hypothesis above; fstatistic must exceed f-table (critical value). aside from the f-value, (ρ) value also plays a significant role; it is only when (ρ) < 0.05, the null hypothesis may be rejected. table 4 shows the significant value (ρ) of 0.007 which is lower than (ρ) critical value of 0.05. therefore there is significant linear correlation between fdi as the independent variables with the gdp as the dependent variable in the model, and that the independent variables are significantly influencing the dependent variable not by chance or accident. this is an indication of a fit model of regression to be significant, and thus the independent variables fdi (x) can significantly act as predictors for the dependent variable (gdp). table 4 f-test table for the regression model anovaa model sum of squares df mean square f sig. 1 regression 5.815 1 5.815 42.506 .007b residual .410 3 .137 total 6.225 4 a. dependent variable: gdp b. predictors: (constant), fdi source: output of spss 156 journal the winners, vol. 15 no. 2, september 2014: 150-158 referring to column “b” in table 5 is the coefficient of each independent variable in the regression model fdi (x) towards the dependent variables (gdp) to form the regression equation. the column “t” and “sig.” represent the significance of variable and its impact on the dependent variable (gdp). notice that the significance value (ρ) of each independent variable is below 0.05, an implication that fdi had significant impact on gdp. from column “b” in table 5, formed an equation for the regression model: equation 1. linear regression equation fdi towards gdp gdp = 3.043 + 0.007  fdi whereas the constant of the equation is 3.043, means that when the independent variables (x) are zero, the value of gdp will be equivalent to the constant (3.043). table 5 coefficient-table for regression model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 3.043 .398 7.650 .005 fdi .007 .001 .966 6.520 .007 a. dependent variable: gdp source: output of spss hypothesis h0 : fdi does not significantly influence gdp. h1 : fdi does significantly influence gdp. referring to the significance (ρ) result is 0.007 < 0.05, the results is a stand to reject h0 , this suggests that fdi does significantly influence gdp. factors of and fdi determinants flows to indonesia strategic location and raw materials according to bkpm (2013), with 2 million km2, sea: ± 7.9 million km2 (4 times greater than the land), islands >17,508 island), indonesia lies at the intersection of the pacific ocean along the malacca straits the indian ocean. over half of all international shipping goes through indonesia waters and become a gateaway to asean market. population and workers availability competitive advantage in terms of worker and consumer; indonesia is the 4th most populous country in the world accommodated 240 million people with 53% population in cities producing 74% of gdp and 55 million skilled workers. it will generate higher buying power and availability of lower human resources price, and those will gain investor to invest in indonesia (kementerian pariwisata dan ekonomi kreatif, 2014). growing middle class and market demand number of population in middle income (per capita expenditure per day $2-20) with higher demands for better services and products; car sales on 2012 total to 1.116.230 units, or increase 25% from the previous year. analysts and industry players noted that low borrowing costs coupled with fdi in tourism sector..... (parhimpunan simatupang; abdul razak chik) 157 rising purchasing power influenced customers to buy cars. the national cement consumption reached 54,9 million tons in 2012, grew 14,3% from 48 million tons in 2011 (bpkm,2013). in tourism sectors, the number of visitor come to indonesia (tourism) rose to 8,002,035 visitors in 2012, an increase of 5% from previous year (bpkm, 2013). foreign equity participation (51% share owned by foreign investor) for the following business 1 and 2 star hotel, non classified hotel, motel & lodging service, home-stay, catering, spa, amusement center, bar, café, singing room/karaoke (kementrian pariwisata dan ekonomi kreatif, 2014). according to bpkm (2013), several tourism investment areas opportunities can be established such as: cruise tourism, meetings, incentive, convention, exhibition/event, nature based and ecotourism culture and historical based tourism shopping and culinary, wellness and medical tourism recreational sports. economic growth indonesia’s 2012 growth hit 6.2% and 16th largest economy in the world with 45 million members of the consuming class, $0.5 trillion market opportunity in consumer services, agriculture and fisheries, resources and education (kementerian pariwisata dan ekonomi kreatif, 2014). the imf projects indonesia will be at the top 3 fastest economic growths among g20 countries (international monetary fund, 2012). japan credit rating agency (2012) stated that key factors supporting the decision of affirmation the sovereign invest in indonesia. (1) the country’s sustainable economic growth outlook underpinned by solid domestic demand, (2) low level of public debt burden brought by prudent fiscal management, (3) reinforced resilience to external shocks by its accumulated foreign exchange reserves. fitch ratings in 2002 discovered that the key factors supporting the decision of affirming indonesia’s sovereign credit rating are the relatively high economic growth that is resilient to the declining global condition, high investment rate, low and declining public debt ratios and the strong overall macroeconomic policy framework. world economic forum in 2013 reported that indonesia ranks 38th of 148 countries surveyed and remains one of the best performing countries within the developing asia region, behind malaysia, china and thailand, yet ahead of philippines, vietnam and all south asian nations. 100 % of capital share can be owned by foreign investor for the following business: 3 to 5 star rated classified hotel; tourism resort, golf course & driving range, convention & exhibition. conclusion foreign direct investment in tourism sector does significantly influence its economic growth in north sumatra. the significance value (ρ) of each independent variable is below 0.05, an implication that fdi had significant impact on gdp. there are several factors determined fdi flows to indonesia such as location, availability of employee and raw material, population and market distribution and economic growth indicator performance. references bertschek, i. (1995). product and process innovation as a response to increasing imports and foreign direct investment. journal of industrial economics 43(4), 341–357. bkpm (indonesia investment coordinating board). (2013). tourism investments. chen, x. (2010). the influence of fdi on china’s tourism industry. unpublished master of business thesis. auckland university of technology. 158 journal the winners, vol. 15 no. 2, september 2014: 150-158 endo, k. (2006). foreign direct investment in tourism—flows and volumes. tourism management, 27(4), 600–614. international monetary fund. (2012). imf world economic outlook database. kementrian pariwisata dan ekonomi kreatif. (2014). tourism sector investment realization in indonesia year 2010 – 2014 (q1). kyrkilis, d., & pantelidis, p. (2003). macroeconomic determinants of outward foreign direct investment. international journal of social economics, 30(7), 827–836. lofts, c., & loundes, j. (2000), foreign ownership, foreign competition and innovation in australian enterprises. melbourne institute working paper no. 20/00. university of melbourne sadleir, c. (2007). australia’s policy approach to foreign direct investment 1968-2004 as a case study in globalization, national public policy and public administration. thesis doctor of philosophy. university of canberra. samimi, a. j., sadeghi, s., & sadeghi, s. (2013). the relationship between foreign direct investment and tourism development: evidence from developing countries. institutions and economies, 5(2), 59–68. scherer, f. m., & huh, k. (1992). r&d reactions to high-technology import competition. review of economics and statistics, 74(2), 202–212. selvanathan, s., selvanathan, e. a., & viswanathan, b. (2012) causality between foreign direct investment and tourism: empirical evidence from india. tourism analysis, 17(1), 91–98. solow, r. m. (1956). a contribution to the theory of economic growth. the quarterly journal of economics, 70(1), 65–94. unctad (2007). fdi and tourism: the development dimension-selected developing country case-studies. united nations, new york, ny. unctad. (2008). fdi in tourism: the development dimension-unctad current studies on fdi and development no. 4. united nations, geneva. veugelers, r., h.p., & houte, v. (1990). domestic r&d in the presence of multinational enterprises. international journal of industrial organization, 8(1), 1–15. xu, g. (1999). tourism and local economic development in china: case studies of gruilin, suzhou and bedaihe. survey uk: curzon. p20 zhang, j., madsen, b., & jensen-butler., c. (2007). the regional impact of tourism: the case of denmark. regional studies, 41(6), 839–853. zimmermann, k. f. (1987). trade and dynamic efficiency. kyklos, 40(1), 73–87. microsoft word 07_idi s._tenaga kerja indonesia.doc suatu tinjauan tentang tenaga kerja... (idi setyo utomo) 83 suatu tinjauan tentang tenaga kerja buruh di indonesia idi setyoutomo1 abstract article discusses problems faced by the labor in indonesia. to make a good relationship between companys’ owner and labor, there will be an active and positive role of bipartit department in the company. in order to make an indutrial relationship is in harmony in the future, it is suggested that every problem in the company should be solved by the bipartit department with “win-win solution”. keywords: work force, labor abstrak artikel membahas permasalahan yang dihadapi oleh para pekerja/buruh di indonesia. untuk menjalin adanya hubungan yang harmonis antara unsur pengusaha dan unsur pekerja/buruh, diharapkan peranan aktif dan positif dari lembaga kerja sama bipartit yang berada di perusahaan. agar perjalanan ke depan bagi terjalinnya hubungan industrial yang harmonis ini dapat terwujud secara berkelanjutan, disarankan setiap pemasalahan yang muncul di perusahaan dapat diselesaikan oleh lembaga bipartit dengan pemahaman yang sama terhadap bagaimana memecahkan masalah didasarkan pada “win-win solution”. kata kunci: tenaga kerja, buruh 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 6 no. 1, maret 2005: 83-93 84 pendahuluan beberapa bulan di sepanjang tahun 2004 ini, hampir setiap hari kita membaca dan menyaksikan pemberitaan di media massa, baik cetak maupun elektronik, mengenai ratusan bahkan ribuan tenaga kerja (buruh) yang berunjuk rasa di sejumlah instansi, antara lain di depan istana negara, di gedung dewan perwakilan rakyat, sampai di departemen tenaga kerja dan transmigrasi jalan gatot subroto, jakarta. apa yang mereka inginkan sehingga rela mengorbankan waktu, tenaga, dan bahkan biaya yang tidak sedikit dalam kegiatan ini, pada umumnya berkisar masalah hak normatif dan masalah pemutusan hubungan kerja (phk). berita mengenai buruh yang berunjuk rasa karena menuntut permasalahan mereka diselesaikan secara adil adalah sah-sah saja sepanjang dilakukan menurut peraturan perundangan yang berlaku. tuntutan mengenai hak normatif yang mereka ajukan, misalnya di kota tangerang diberitakan bahwa karyawan pt cosmos di bayar di bawah upah minimum (kompas, 23 oktober 2001). di semarang, ribuan buruh turun ke jalan menuntut upah minimum regional (umr) tahun 2002 yang hanya sebesar rp350.000,00 per bulan (kompas, 3 oktober 2002). tuntutan rekan buruh mengenai phk, misalnya 527 buruh pabrik di bagian pemintalan gabungan koperasi batik indonesia (gkbi) yang pabriknya terbakar pada 7 desember 2002 berunjuk rasa karena tidak menerima phk yang dilakukan pihak perusahaan yang menurut mereka tidak memenuhi syarat (sinar harapan, 3 januari 2003). apalagi phk yang melibatkan ratusan buruh tersebut hanya disetujui oleh kepala sub dinas tenaga kerja kabupaten sleman yang bukan menjadi wewenangnya. bahkan, peristiwa yang sangat menyedihkan pun terjadi saat penulis menyaksikan sendiri ketika sejumlah karyawan pt dirgantara indonesia melakukan demo ke kantor departemen tenaga kerja dan transmigrasi di jalan gatot subroto, jakarta pada selasa 21 september 2004 sekitar pukul 13.30 wib. mereka melakukan demo setelah gugatan mereka atas putusan panitia penyelesaian perselisihan perburuhan pusat (p4p) mengenai phk terhadap karyawan pt dirgantara indonesia ditolak oleh pengadilan tinggi tata usaha negara di jakarta beberapa jam sebelumnya pada hari yang sama. banyaknya pemberitaan di media massa maupun munculnya aksi demo mengenai masalah tenaga kerja atau perburuhan tersebut menunjukkan bahwa masalah ketenagakerjaan atau perburuhan adalah suatu kenyataan yang telah menjadi bagian dari kehidupan bangsa indonesia. terlebih ketika krisis multidimensi ini belum dapat diatasi secara tuntas maka masalah ketenagakerjaan/perburuhan akan selalu muncul setiap saat dan hal tersebut memerlukan penanganan yang penuh arif bijaksana. rekan pekerja atau buruh tersebut, baik secara langsung maupun tidak langsung, telah ikut ambil bagian terhadap keberhasilan kinerja perusahaan mereka dalam meraih laba pada masa sebelum munculnya permasalahan. pada masa resesi ini, kemampuan atau daya beli masyarakat memang mengalami penurunan sehingga banyak perusahaan yang mengalami kesulitan keuangan yang berakibat pada penurunan pendapatan yang pada akhirnya mengarah kepada kerugian perusahaan dan bagi perusahaan yang mengalami hal tersebut dapat suatu tinjauan tentang tenaga kerja... (idi setyo utomo) 85 melakukan phk terhadap pekerja/buruh. menurut undang-undang, perusahaan memang dapat melakukan phk terhadap pekerja/buruh karena perusahaan tutup yang disebabkan perusahaan mengalami kerugian secara terus menerus selama dua tahun atau keadaan memaksa (force majeur). selanjutnya, menurut ketentuan pasal 164 ayat 2 undangundang no. 13 tahun 2003, perusahaan yang menderita kerugian diwajibkan membuktikan dengan laporan keuangan secara dua tahun terakhir yang diaudit oleh akuntan publik. pembahasan gambaran umum perburuhan sebenarnya kita sudah sering mendengar kata buruh ini sejak lama. di seluruh dunia bahkan di indonesia, setiap awal mei pada setiap tahun adalah merupakan bulan yang ada kaitannya dengan buruh. hal itu dapat dipahami sebagaimana diberitakan oleh kompas edisi 1 mei 2003 sebagai berikut: “ribuan buruh berunjuk rasa di jakarta dan berbagai daerah di indonesia memperingati hari buruh sedunia (mayday)”. tidak diketahui secara pasti dari mana kata buruh itu berawal. akan tetapi, menurut seorang sosiolog yang mengupas mengenai konflik sosial, dikatakan bahwa kata buruh berasal dari bahasa lisan petani jawa yang kemudian diidentifikasikan dengan konsep proletariat yang menunjukkan pada suatu hubungan konfliktual antara pekerja dan majikan dengan penekanan pada ide perjuangan kelas (susetiawan, 2000). buruh, menurut undang-undang no. 22 tahun 1957 tentang penyelesaian perselisihan perburuhan, pasal 1 ayat a ditulis sebagai berikut: “buruh ialah barang siapa bekerja pada majikan dengan menerima upah”. menurut undang-undang no. 13 tahun 2003 tentang ketenagakerjaan, buruh disamakan dengan pekerja. hal itu dapat dibaca seperti tertulis pada pasal 1 ayat 3 yang berbunyi: “pekerja/buruh adalah setiap orang yang bekerja dengan menerima upah atau imbalan dalam bentuk lain”. istilah buruh di dalam kamus besar bahasa indonesia (kbbi) adalah orang yang bekerja untuk orang lain dengan mendapat upah atau sama dengan pekerja. mengenai buruh itu di dalam kbbi lebih lanjut dibedakan adanya tiga klasifikasi buruh, yaitu pertama buruh kasar yang berarti buruh yang menggunakan tenaga fisiknya karena tidak mempunyai keahlian di bidang tertentu. kedua buruh terampil, yaitu buruh yang mempunyai keterampilan di bidang tertentu, dan ketiga buruh terlatih, yaitu buruh yang sudah dilatih untuk keterampilan tertentu. kata pekerja sendiri dalam kbbi tersebut memiliki dua pengertian. pengertian pertama adalah orang yang bekerja dan yang kedua orang yang menerima upah atas hasil kerjanya; buruh; karyawan. berangkat dari definisi mengenai buruh tersebut maka setiap orang yang bekerja kepada orang lain dan mendapat upah juga termasuk kelompok pekerja atau buruh. namun, dalam kenyataan kehidupan sehari-hari, kata buruh sering diidentikkan dengan journal the winners, vol. 6 no. 1, maret 2005: 83-93 86 mereka yang bekerja di bagian lapangan dalam suatu industri pertanian, industri perkebunan, suatu perusahaan manufaktur, atau pabrik dengan klasifikasi yang pertama dalam kbbi, yaitu buruh kasar. hal itu mengakibatkan buruh sering diberi penekanan “rendah” dibanding pekerja. banyak orang yang tidak bersedia atau tidak mau mengidentifikasikan dirinya sebagai buruh, meskipun dalam beberapa definisi tersebut mereka termasuk dalam kategori buruh. mereka lebih senang menyebut diri mereka sebagai pekerja atau karyawan/karyawati. bagi orang-orang tertentu, istilah buruh identik dengan orang rendahan, orang miskin, lemah tidak berdaya, tidak berpendidikan, kasar, kotor, dan berbagai sebutan lain yang amat merendahkan. kondisi buruh seperti itulah sehingga di beberapa perusahaan, kelompok itu sempat mengalami pengalaman yang sangat menyedihkan. misalnya, kaum wanita sering mengalami pelecehan seksual, bahkan ada yang “dieksploitasi” sehingga berakibat munculnya demo, seperti dikemukakan dalam awal tulisan ini. hal itu berbeda dengan istilah karyawan/karyawati yang dirasakan lebih halus maknanya. sebenarnya, jika menghayati definisi yang dikemukakan oleh undang-undang no.13 tahun 2003, dalam hal ini pemerintah dan dewan perwakilan rakyat sudah mencoba untuk mengangkat citra positif dari kata buruh ini dengan menyebutkan: “pekerja/buruh adalah setiap orang yang bekerja dengan menerima upah atau imbalan dalam bentuk lain”. artinya, buruh itu juga dianggap sebagai pekerja, suatu definisi yang diambil maknanya dari kbbi. oleh karena itu, akibat dari adanya pembedaan makna itu, maka mereka yang sama-sama menerima upah atau digaji atau menerima imbalan dalam bentuk lain merasa bukan berada dalam golongan yang sama (buruh), hanya karena tempat atau lokasi pekerjaan mereka berbeda. terlebih bagi mereka yang bekerja di dalam ruangan kantor yang sejuk dan nyaman menggunakan jas dan berdasi serta digaji tinggi dan memperoleh berbagai fasilitas yang “wah”, akan menganggap diri mereka bukan buruh, tetapi karyawan/karyawati. buruh dari waktu ke waktu pada zaman penjajahan (kolonial), khususnya yang dilakukan oleh belanda, keberadaan golongan orang dengan sebutan buruh tidak begitu menonjol. pada masa itu, adanya sistem feodalisme mengakibatkan munculnya perbedaan kelas yang pada akhirnya terdapat golongan orang kelas bawah, seperti budak atau kuli yang bekerja pada orangorang yang memiliki kelas lebih tinggi atau para bangsawan. berdasarkan fakta sejarah, pada waktu sebelum masa penjajahan datang dan selama masa penjajahan itu sendiri, di indonesia telah terdapat berbagai macam kerajaan yang tersebar di wilayah nusantara. tiap daerah kerajaan memiliki sejarahnya sendiri-sendiri dan sudah barang tentu juga memiliki sistem politik dan susunan masyarakat yang berbeda. namun, di antara perbedaan tersebut ternyata ada suatu ciri khusus yang tidak jauh berbeda di antara kerajaan satu dan kerajaan lainnya. ciri khusus tersebut adalah adanya kharisma dan otoritas raja terhadap rakyatnya, serta rakyat yang mengabdi kepada raja dan raja yang memberikan perlindungan kepada rakyatnya. para raja atau bangsawan tersebut pada umumnya memiliki dominasi terhadap tanah dalam jumlah yang cukup luas. suatu tinjauan tentang tenaga kerja... (idi setyo utomo) 87 pada saat itu, tanah dikuasai secara timpang dan tanah menjadi basis bagi penguasaan politik. sebagai akibatnya, dari penguasaan tanah yang merupakan sumber daya produksi tersebut, bagi mereka yang tidak memiliki tanah akan mengalami tekanan dan eksploitasi yang merendahkan martabat kemanusiaannya melalui pekerjaan sebagai penggarap tanah atau menjadi budak dari tuan tanah. dari sinilah kelas buruh tani itu muncul karena mereka harus bekerja untuk mendapatkan upah dari tuan mereka demi mempertahankan kehidupan mereka dan keluarganya. dengan bekerja pada orang lain, berarti buruh itu memberikan dirinya diperbudak oleh orang lain atau orang yang memiliki sumber daya. mengenai kondisi buruh itu, jan breman mengemukakan bahwa akibatnya mereka sering kali dipandang rendah, tidak berharkat dibanding orang merdeka. meskipun mereka mengambil bagian dalam proses produksi dalam suatu industri, namun tetap saja cara mereka dipekerjakan tak ubah layaknya orang yang tidak memiliki harga diri (breman, 1977). dalam perjalanan sejarah, setelah bangsa indonesia memperoleh kemerdekaan di tahun 1945 sampai pada masa orde lama, kondisi dunia kerja (kaum buruh) tidak menunjukkan ke arah yang lebih baik dibanding pada masa sebelum kemerdekaan (kolonial). buruh yang bekerja di sektor pertanian, sektor manufaktur skala kecil, dan menengah, seperti industri rokok dan tekstil memiliki standar upah yang sangat kecil disertai kondisi kerja yang sangat buruk. demikian juga di era orde baru dan di zaman reformasi sekali pun, kondisi buruh itu sangat memprihatinkan, yaitu standar upah yang jauh memenuhi kebutuhan (sangat minim), kondisi kerja yang buruk, serta jaminan keamanan kerja yang tidak menentu. dalam hal ini berarti hak normatif buruh atau pekerja yang mestinya mereka terima secara wajar sebagai hak dasar mereka, masih banyak yang diabaikan oleh para pengusaha. tidak mengherankan apabila banyak tuntutan yang diajukan oleh para buruh ini agar para pengusaha memenuhi hak mendasar mereka dalam bentuk demo, seperti disajikan di awal artikel ini. sebagai gambaran mengenai minimnya penghasilan bagi buruh itu, kompas edisi kamis, 4 nopember 2004 pada halaman 13 menulis dengan judul sangat besar: “disesalkan, ump dki di bawah khm”. kalau kita baca isi berita tersebut yang dimaksud dengan ump adalah upah minimum provinsi dan dki adalah kepanjangan dari daerah khusus ibukota. khm adalah kepanjangan dari kebutuhan hidup minimum. dengan demikian, isi judul berita tersebut adalah bahwa penetapan pemerintah propinsi dki jakarta mengenai ump tahun 2005 sebesar rp711.000,00 per bulan bagi tenaga kerja/buruh di propinsi dki jakarta, masih jauh berbeda dengan khm yang besarnya rp873.945,00 per bulan. walaupun penetapan ump dki jakarta tahun 2005 tersebut sudah lebih tinggi dibanding ump dki jakarta tahun sebelumnya yang hanya sebesar rp671.550,45 per bulan, tetap saja banyak pihak yang mengutarakan penyesalannya. pihak yang menyesalkan penetapan ump dki jakarta tahun 2005 tersebut, antara lain maringan pangaribuan, wakil ketua dprd dki jakarta (fraksi partai demokrasi indonesia perjuangan) dan ilal ferhard (fraksi partai demokrat). sebagaimana diatur oleh undang-undang maka pada setiap akhir tahun, masing-masing kepala daerah propinsi di seluruh indonesia menetapkan upah minimum propinsi bagi tenaga journal the winners, vol. 6 no. 1, maret 2005: 83-93 88 kerja/buruh yang berlaku di wilayah propinsi yang bersangkutan. berdasarkan pengalaman selama ini, penetapan ump di setiap propinsi selalu mendapat tentangan, terutama dari para pekerja/buruh. dalam hal ini, pihak pekerja/buruh selalu berada pada sisi yang lemah karena kenyataannya ump yang mereka terima masih jauh berada di bawah khm dan dalam praktiknya banyak pengusaha yang membayarkan upah pekerja/buruh mereka di bawah ump dengan alasan perusahaan tidak mampu membayar sesuai ump. sebenarnya, untuk melindungi nasib buruh atau pekerja ini, pemerintah bersama dewan perwakilan rakyat telah membuat perangkat berupa undang-undang yang telah ditindaklanjuti dengan berbagai peraturan pelaksanaannya, seperti keputusan menteri yang membawahi bidang ketenagakerjaan. peraturan perundangan tersebut, misalnya undang-undang no. 22 tahun 1957 tentang penyelesaian perselisihan perburuhan, undang-undang no. 12 tahun 1964 tentang pemutusan hubungan kerja di perusahaan swasta; dan keputusan menteri tenaga kerja no. 150/men/2000 tentang penyelesaian pemutusan hubungan kerja dan penetapan uang pesangon, uang penghargaan masa kerja, dan ganti kerugian, dan masih banyak peraturan lagi. bahkan, peraturan perundangan terakhir yang dikeluarkan pemerintah bersama dewan perwakilan rakyat adalah dibuatnya undang-undang no. 13 tahun 2003 tentang ketenagakerjaan dan undang-undang no. 2 tahun 2004 tentang penyelesaian perselisihan hubungan industrial. hanya masalahnya, menurut kacamata buruh/pekerja, berbagai peraturan tersebut masih belum berpihak kepada buruh atau pekerja. seperti, undang-undang no. 13 tahun 2003, kelahirannya yang banyak mendapat tentangan dari kaum buruh/pekerja dan sejumlah lembaga swadaya masyarakat sampai saat ini pun masih dianggap belum berpihak kepada tenaga kerja/buruh. panitia penyelesaian perselisihan perburuhan pusat (p4p) walaupun perangkat di bidang ketenagakerjaan sudah cukup banyak, bukan berarti bahwa perselisihan antara buruh dan majikan atau pengusaha tidak akan timbul. perselisihan perburuhan ialah pertentangan antara majikan atau perkumpulan majikan dengan serikat buruh atau gabungan serikat buruh berhubung dengan tidak adanya persesuaian paham mengenai hubungan kerja, syarat kerja dan/atau keadaan perburuhan (undang-undang no. 22 tahun 1957). apabila muncul perselisihan perburuhan maka pekerja/buruh atau serikat pekerja/serikat buruh dan majikan diharapkan mencari penyelesaian secara damai dengan jalan perundingan. dalam hal ini, diupayakan agar penyelesaian masalah tersebut dilakukan secara perundingan melalui lembaga kerja sama bipartit, yaitu suatu lembaga yang berfungsi sebagai forum komunikasi dan konsultasi mengenai hal ketenagakerjaan di perusahaan. lembaga bipartit itu susunan keanggotaanya terdiri atas unsur pengusaha dan unsur pekerja/buruh yang ditunjuk oleh pekerja/buruh secara demokratis untuk mewakili kepentingan pekerja/buruh di perusahaan yang bersangkutan. proses penyelesaian perselisihan perburuhan ini dapat berlangsung cepat atau sebaliknya bahkan dapat suatu tinjauan tentang tenaga kerja... (idi setyo utomo) 89 memakan waktu lama, apabila masing-masing pihak tidak dapat menerima kesepakatan. jika perundingan yang dimaksudkan tidak mencapai kesepakatan maka masalah tersebut akan diajukan kepada pegawai perantara dari dinas tenaga kerja tingkat kabupaten atau kota yang berada di lokasi perusahaan tersebut melakukan usaha. dalam perundingan tersebut, pegawai perantara akan mengeluarkan anjuran kepada para pihak yang berselisih. apabila salah satu pihak menolak anjuran pegawai perantara maka masalah tersebut akan diajukan ke panitia penyelesaian perselisihan perburuhan daerah (p4d) untuk disidangkan dan diputuskan. p4d itu dibentuk oleh menteri yang membidangi ketenagakerjaan yang berkedudukan di ibukota propinsi di seluruh indonesia. menurut ketentuan, keanggotaan p4d itu terdiri atas seorang wakil kementerian perburuhan sebagai ketua merangkap anggota dan anggota lainnya terdiri atas seorang wakil kementerian perindustrian, seorang wakil kementerian keuangan, seorang wakil kementerian pertanian, serta seorang wakil kementerian perhubungan atau kementerian pelayaran, 5 orang dari kalangan majikan dan 5 orang wakil dari serikat pekerja/serikat buruh. untuk tiap anggota, ditunjuk seorang anggota pengganti. apabila dalam penyelesaian di p4d ada salah satu pihak yang merasa keberatan atas keputusan yang dikeluarkan oleh p4d maka kepada pihak yang bersangkutan diberikan kesempatan untuk mengajukan banding kepada panitia penyelesaian perselisihan perburuhan pusat (p4p). p4p itu dibentuk berdasarkan keputusan presiden ri dan keanggotaannya terdiri atas seorang wakil kementerian perburuhan sebagai ketua merangkap anggota, dan seorang wakil kementerian perindustrian, seorang wakil kementerian keuangan, seorang wakil kementerian pertanian, seorang wakil kementerian perhubungan atau kementerian palayaran, 5 (lima) orang dari kalangan pekerja/buruh dan 5 (lima) orang dari kalangan majikan. seperti halnya keanggotan p4d, maka tiap anggota p4p ditunjuk seorang anggota pengganti. berdasarkan undang-undang no.22 tahun 1957, p4p itu berkedudukan di jakarta. kasus yang berkaitan dengan tenaga kerja atau buruh yang disampaikan dan diproses di p4p itu mengenai dua hal, yaitu yang pertama masalah perselisihan hubungan industrial (phi) (yang menyangkut hak normatif) dan yang kedua adalah masalah pemutusan hubungan kerja (phk). berikut ini disajikan perkembangan penyelesaian perkara phi dan phk oleh p4p pada periode 1998 sampai dengan 29 februari 2004, seperti pada tabel 1. tabel 1 perkembangan penyelesaian perkara phi dan phk oleh p4 pusat periode 1998 sampai dengan 29 februari 2004 no tahun perkara yang masuk phi phk perkara yang diputus phi phk tk digugat ke pengadilan tinggi tun oleh: pekerja pengusaha persentas (%) gugatan 1 2 3 4 5 6 7 8 9 10 1 1998 25 2.172 22 2.034 128.059 27 93 5,83 2 1999 65 2.386 59 2.207 107.815 48 144 8,47 3 2000 82 2.124 79 2.015 75.088 61 173 11,17 journal the winners, vol. 6 no. 1, maret 2005: 83-93 90 tabel 1 perkembangan penyelesaian perkara phi dan phk oleh p4 pusat periode 1998 sampai dengan 29 februari 2004 (lanjutan) 4 2001 98 2.312 84 1.994 79.984 68 199 12,85 5 2002 115 2.663 91 2.080 98.575 81 212 13,50 6 2003 130 2.977 110 2.460 128.739 79 159 9,26 7 2004 32 925 14 233 18.928 10 51 24,69 sumber: panitia penyelesaian perselisihan perburuhan pusat (p4p). keterangan: p4 pusat = panitia penyelesaian perselisihan perburuhan pusat phi = penyelesaian hubungan industrial phk = pemutusan hubungan kerja tun = tata usaha negara tk = tenaga kerja yang mengalami phk dari tabel tersebut dapat dibaca bahwa kasus phi yang masuk ke p4p ada kecenderungan selalu meningkat dari tahun ke tahun, yaitu masing-masing tahun 1998: 25 kasus, tahun 1999: 65 kasus, tahun 2000: 82 kasus, tahun 2001: 98 kasus, tahun 2002: 115 kasus, dan tahun 2003: 130 kasus. paling banyak terjadi adalah pada tahun 2003 dengan 130 kasus dan yang telah diputus oleh p4p sebanyak 110 kasus. data perkembangan penyelesaian perkara phi pada tahun 2004 yang berhasil dihimpun baru sampai bulan februari dengan kasus phi sebanyak 32 kasus dan yang telah diputus p4p sebanyak 14 kasus. mengenai masalah phk juga sangat memprihatinkan karena dari tahun 1998, kasusnya yang masuk ke p4p kecenderungannya selalu meningkat, yaitu tahun 1988 sebanyak 2.172 kasus, tahun 1999 sebanyak 2.386 kasus, tahun 2000 sebanyak 2.124 kasus, tahun 2001 sebanyak 2.312 kasus, tahun 2002 sebanyak 2.663 kasus dan tahun 2003 sebanyak 2.977 kasus. pada tahun 2003 dari kasus phk yang masuk ke p4p sebanyak 2.977 kasus, dan telah diputuskan oleh p4p sebanyak 2.460 kasus dengan pihak tenaga kerja/buruh yang mengalami phk sebanyak 128.739 pekerja/buruh. pada tahun 2004 sampai dengan bulan februari masalah phk yang masuk ke p4p sebanyak 925 kasus, dan yang telah diputus sebanyak 233 kasus dengan tenaga kerja yang mengalami phk sebanyak 18.928 pekerja/buruh. selain menyidangkan kasus gugatan dari para pihak yang menolak keputusan p4d, p4p juga menyidangkan kasus phk massal atau yang melibatkan tenaga kerja/buruh dengan jumlah lebih dari 10 (sepuluh) orang. dari kasus phi dan phk yang ditangani oleh p4p tersebut, baik pihak pekerja/buruh maupun pihak pengusaha, selalu ada yang tidak puas dengan keputusan p4p sehingga mereka akan mengajukan gugatan ke pengadilan tinggi tata usaha negara. dari data tersebut, persentase gugatan yang diajukan terhadap keputusan p4p ke pengadilan tinggi tata usaha negara pada periode 1998 sampai dengan 2004, baik oleh pihak pekerja/buruh dan pihak pengusaha, suatu tinjauan tentang tenaga kerja... (idi setyo utomo) 91 kecenderungannya terlihat semakin naik dari tahun ke tahun. pada tahun 1998 gugatan tersebut sebesar 5,83%, tahun 1999 sebesar 8,47%, tahun 2000 sebesar 11,17%, tahun 2001 sebesar 12,85%, dan tahun 2002 sebesar 13,50%. hanya pada tahun 2003 gugatan kedua pihak sedikit menurun, yaitu hanya 9,26%. kalau diperhatikan masing-masing gugatan maka terlihat bahwa gugatan terhadap keputusan p4p didominasi oleh pihak pengusaha dan yang tertinggi adalah pada tahun 2002, yaitu sebanyak 212 pengusaha yang mengajukan gugatan ke pengadilan tinggi tata usaha negara. walaupun pada tahun 2004 gugatan kedua pihak terlihat cukup tinggi, yaitu sebesar 24,69%, namun hal tersebut belum dapat menggambarkan kasusnya untuk sepanjang tahun 2004 karena data yang diperoleh baru sampai pada bulan februari saja. mengingat banyaknya kasus, baik mengenai phi maupun mengenai phk tersebut, muncul adanya keinginan dari kelompok pekerja atau buruh untuk mengadakan upaya konkrit mengamandemen sebagian pasal dari undang-undang no. 13 tahun 2003 yang menurut mereka sangat tidak berpihak kepada pekerja/buruh. pada saat berdialog dengan sebagian pemimpin serikat pekerja/serikat buruh yang tergabung dalam komite nasional gerakan pekerja buruh indonesia (komnas gpbi), kamis 16 september 2004, presiden megawati soekarnoputri menyetujui keinginan tersebut, yaitu untuk melakukan amandemen terhadap sejumlah pasal dalam undang-undang no. 13 tahun 2003 tentang ketenagakerjaan (kompas, 17 september 2004). amandemen undangundang itu disetujui karena ada sejumlah pasal yang dinilai masih kurang memberikan perlindungan bagi tenaga kerja/buruh. hal yang menarik disini adalah amandemen terhadap undang-undang no.13 tahun 2003 tidak hanya diinginkan oleh para pekerja atau buruh tetapi juga diinginkan oleh para pengusaha di indonesia. harapan pengusaha, dengan dilakukannya amandemen terhadap undang-undang no.13 tahun 2003 tersebut adalah dalam rangka upaya meningkatkan investasi dan menyerap tenaga kerja. hal tersebut dikemukakan oleh djimanto, sekretaris jenderal dewan pimpinan nasional asosiasi pengusaha indonesia (apindo). dengan tegas djimanto mengatakan bahwa pemerintah memang harus merevisi undang-undang ketenagakerjaan. selanjutnya, djimanto mengatakan jika pemerintah mengedepankan investasi untuk menyerap tenaga kerja, pasal yang harus direvisi adalah bab xii pasal 150 sampai pasal 172 tentang pemutusan hubungan kerja, dan sejumlah pasal lainnya (kompas, 17 september 2004). dalam hal ini, gayung telah bersambut, di satu pihak para pekerja atau buruh menginginkan adanya amandemen terhadap undang-undang no.13 tahun 2003, di pihak lain, apindo pun menginginkan hal serupa meskipun penekanan revisi atau amandemen terhadap pasalnya mungkin saja berbeda, sesuai kepentingan masing-masing. sebenarnya, dalam upaya terwujudnya hubungan yang serasi antara pihak pekerja/buruh dan pengusaha serta dengan pemerintah, telah diamanatkan oleh undang-undang agar tercipta suatu hubungan yang harmonis dengan istilah hubungan industrial diantara pelaku proses produksi di indonesia. hubungan industrial sebagaimana dikemukakan dalam undangundang no.13 tahun 2003 adalah suatu sistem hubungan yang terbentuk antara pelaku dalam proses produksi barang dan/atau jasa yang terdiri atas unsur pengusaha, journal the winners, vol. 6 no. 1, maret 2005: 83-93 92 pekerja/buruh, dan pemerintah yang didasarkan pada nilai pancasila dan undang-undang dasar negara republik indonesia tahun 1945. penutup simpulan semua pihak tentu ikut merasa prihatin dengan munculnya permasalahan yang dihadapi oleh para pekerja/buruh ini dan kita semua mengharapkan agar munculnya aksi demo oleh pekerja/buruh di masa depan dapat semakin berkurang. berdasarkan pengalaman selama ini, kegiatan aksi demo selalu berakibat kontra produktif bagi siapa saja, baik bagi buruh itu sendiri, pengusaha, maupun bagi instansi pemerintah. untuk menjalin adanya hubungan yang harmonis antara unsur pengusaha dan unsur pekerja/buruh, diharapkan peranan aktif dan positif dari lembaga kerja sama bipartit yang berada di perusahaan. agar perjalanan ke depan bagi terjalinnya hubungan industrial yang harmonis ini dapat terwujud secara berkelanjutan, disarankan setiap pemasalahan yang muncul di perusahaan dapat diselesaikan oleh lembaga bipartit dengan pemahaman yang sama terhadap bagaimana memecahkan masalah didasarkan pada “win-win solution”. untuk mencapai tahap penyelesaian masalah berdasarkan “win-win solution”, anggota lembaga bipartit itu sangat memegang peran menentukan. dalam arti, setiap ada masalah yang timbul diusahakan secara maksimal agar dapat diselesaikan antara dua pihak saja, yaitu antara unsur pengusaha dan unsur pekerja/pekerja. berdasarkan pengalaman, apabila permasalahan yang muncul di suatu perusahaan tidak dapat diselesaikan oleh lembaga bipartit, hal itu berarti akan memerlukan proses yang panjang dan biaya cukup banyak serta sangat melelahkan karena harus diproses secara berjenjang sampai para pihak memperoleh keputusan yang final. seperti dicontohkan sebelumnya, rekan dari pt dirgantara indonesia yang tidak puas terhadap keputusan phk mereka oleh panitia penyelesaian perselisihan perburuhan pusat dan mengajukan gugatan ke pengadilan tinggi tata usaha negara. karena gugatan mereka dikalahkan oleh pengadilan tinggi tata usaha negara, upaya mereka sekarang ini adalah mengajukan kasasi ke mahkamah agung yang berarti akan memakan waktu lama lagi dan biaya yang bertambah besar. keputusan yang diperoleh belum tentu memuaskan para pekerja/buruh. selain itu, dalam rangka menciptakan iklim usaha yang memberikan perlindungan kepada tenaga kerja/buruh dan sekaligus memenuhi keinginan pihak pengusaha guna pengembangan investasi maka upaya keinginan untuk mengamandemen beberapa pasal dari undang-undang no.13 tahun 2003 tentang ketenagakerjaan disarankan kepada pemerintah yang baru terpilih ini untuk mempertimbangkan keinginan tersebut. adapun pasal yang perlu direvisi, antara lain masalah penggunaan sumber daya dari luar (outsourcing), pekerja waktu tertentu, mogok kerja, penetapan pesangon yang suatu tinjauan tentang tenaga kerja... (idi setyo utomo) 93 dikaitkan dengan hak pensiun, hak pekerja/buruh yang mengundurkan diri, dan ketentuan sanksi yang sangat lemah dan tidak adil sehingga merugikan pekerja/buruh. selama ini, ump/umr selalu menjadi masalah setiap akan ditetapkan oleh gubernur kepala daerah pemerintah propinsi. hal itu karena dengan sistem pengupahan yang ditetapkan berdasarkan ump/umr, tuntutan kenaikan ump/umr selalu muncul setiap tahun. lagi pula ump/umr yang berlaku sekarang ini berlaku bagi seluruh sektor tanpa memedulikan kemampuan perusahaan karena ada peluang bagi pengusaha mengajukan penundaan penerapan ump/umr, jika perusahaan merasa belum mampu. dalam rangka menghindari tuntutan yang selalu muncul setiap tahun, disarankan pada masa mendatang agar penetapan besaran pengupahan per bulan bagi pekerja/buruh itu perlu dipikirkan supaya dapat lebih adil, baik bagi kalangan pengusaha maupun bagi kalangan pekerja/buruh. misalnya, penentuan besaran upah per bulan ditetapkan berpedoman pada produktivitas, performa, dan kontribusi pekerja/buruh di sektor industri masing-masing, serta perlu diperhitungkan agar besaran upah per bulan bagi pekerja/buruh di setiap propinsi harus diupayakan minimal sama atau di atas angka kebutuhan hidup minimum (khm). daftar pustaka breman, jan. 1977. menjinakkan sang kuli: politik kolonial awal abad 20. jakarta: pustaka umum grafiti. terj. koesalah soebagyo toer, dari buku: koelies, planters en koloniale politiek: het arbeidsregime op de grootlandbouwondernemingen aan sumatra’s oostkust in het begin van de twintigeste eeuw. pusat bahasa, departemen pendidikan nasional. 2001. kamus besar bahasa indonesia. edisi ketiga, cet. 1. jakarta: balai pustaka. susetiawan. 2000. konflik sosial: kajian sosiologis hubungan buruh, perusahaan dan negara di indonesia. cet.ke-1. yogyakarta: pustaka pelajar. undang-undang no. 22 tahun 1957. tentang penyelesaian perselisihan perburuhan. undang-undang no. 12 tahun 1964. tentang pemutusan hubungan kerja di perusahaan swasta. undang-undang no. 13 tahun 2003. tentang ketenagakerjaan. undang-undang no. 2 tahun 2004. tentang penyelesaian perselisihan hubungan industrial. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 21 the winners, 21(1), march 2020, 21-26 doi: 10.21512/tw.v21i1.5888 trade integration indonesia-asean4 in aec era: a case of wood-based products pauline henriette pattyranie tan* faculty of management, pelita harapan university jl. gedung d-lantai 1, jl. mh. thamrin boulevard 1100, karawaci, tangerang, banten 15811, indonesia pauline.giok@gmail.com received: 10th september 2019/ revised: 23rd october 2019/ accepted: 30th october 2019 how to cite: tan, p. h. p. (2020). trade integration indonesia-asean4 in aec era: a case of wood-based products. the winners, 21(1), 21-26. https://doi.org/10.21512/tw.v21i1.5888 abstract the research was conducted to find out the level integration intensity using grubel-lloyd index. moreover, since horizontal and vertical intraindustry trade (iit) could be distinguished, it was important to find out whether indonesia-asean4 iit of wood-based products was in one of these categories. the hufbauer index had been used as the measurement of product differentiation. therefore, it could be the basic information for taking policy to boost indonesia-asean iit for this industry. the data used comprise annual statistics of wood-based product export and import between indonesia and asean4 from 2010 to 2016 which were divided into eight categories of five digits isic. the grubel-lloyd index result shows that only isic 16102 has achieved strong integration, the others are still in mild and even weak integration. the hufbauer index results show that all the values approached to zero, indicated that overall wood-based products traded by indonesia-asean4 are horizontally differentiated. keywords: intra-industry trade (iit), wood-based product, product differentiation, trade integration i. introduction the establishment of the asean economic community (aec) in 2015 is a major milestone in the regional economic integration agenda in asean, offering opportunities in the form of an immense market and for over 622 million people. since the first time aec was proposed in 2007, asean has become the third largest market in the world, increased intraasean trade nearly us$1 trillion, and with the combined gdp of us$2.6 trillion in 2014, asean economy was the seventh largest in the world. in addition, foreign direct investment inflow in asean increased by 11% in 2014, compared to only 5% in 2007. (asean, 2015). since the beginning, the end goal of aec under blueprints 2016 has been the economic integration, through free flow of goods, services, investment, capital, and skilled labor. to achieve this goal, twelve priority integration sectors have been identified to accelerate economic integration. the twelve priority sectors are agro-based products, air travel, automotive, wood-based products, e-asean, electronics, fisheries, healthcare, textile and apparels, tourism, and logistics. some member countries agree to have the coordinator role for every sector, and each priority integration sector has its roadmap. in this case, indonesia is the coordinator for automotive and wood-based products. for the economic integration purpose, every member country must remove barriers to trade which are tariffs and non-tariffs barriers according to the common effective prefential tariffs for asean free trade area (cept-afta) agreement for all the commodity categories. the elimination of tariffs on all intra-asean goods from 0% up to 5% has been fully implemented by 2010 for asean-6 and by 2015 for cambodia, laos, myanmar and vietnam (clmv). the implementation of the aec blueprint 2015 has been substantially achieved. the achievement of mea scorecard per june 2015 has reached 91,1%. this achievement reflects that asean and indonesia have consistently fulfilled its commitments (ridhwan et al., 2015). the basic concept of aec 2025 is to deepen integration and highly cohesive asean economy thus supports sustained high economic growth. hence the concept of iit is considered important to measure the level of asean trade integration intensity. as previously mentioned, one of the priority programs for this integration is wood-based products. iit has been interpreted as the trade that occurs in industries and fall under the same industry classification, or for products, which are related 22 the winners, vol. 21 no. 1 march 2020, 21-26 to one another, or products that use similar factors of production intensity (krugman, 2015). this is possible to happen since some members of the asean countries have geographically similar endowments and technology. these facts indicate that international trade in a monopolistic competitive industry has created trade in the same industrial classifications. iit is important to boost economic integration as the key for the growth of economy. for instance, economic integration in kenya has provided opportunity for the country to expand private investments to get more value addition and diversification of its exports. hence kenya is able to maintain its economy in sustainable growth path (kenya institute for public policy research and analysis, 2017). one of the previous researches conducted in africa shows that its future sustainable growth and development depend on the increasing of its intra-trade level and investment within the african continent. some developments in intra-trade have happened in recent years. for instance, intratrade in africa is between 10% and 13% of total trade, the european union (eu) has 60% of trade in eu members, asean has an iit rate at about 25%, while in north america, the intra-trade is at about 40%. the eu remains to have the highest rate of iit (african economic outlook, 2017). the united nations economic commission for africa (uneca) projects an increasing of 52% in intra-african trade by 2022 relatively to the levels in 2010 if the afcfta is implemented (“afreximbank 2018 audit”, 2019). research on iit for agri-food product in european union (eu) market has found out that economic integration supports the increase in iit for the new member states towards the ue-27 markets. it was also for measuring vertical and horizontal intraindustry trade of the 11 new member states with eu by using the classical grubel–lloyd (gl) index with the data in the period 1999–2010. it has been found that the nature of their iit is more vertically intratrade (jambor, 2014). another research finds out about mexico. as the us main trading partner, its main exports to the usa are based on iit. the products exported and imported in both countries have been focused on the automobile industry and telecommunications. mexico’s specialization in exporting the automobile and electronic products has created its comparative advantages to other countries, especially the us and china. it is also concluded that comparative advantages have a positive impact on the intra-industry trade of mexico (mendoza cota, 2016). the effect of regional integration agreement towards iit has also found out by using gravity models as the determinants of it, for the 19 countries of western hemisphere for the period 1970–2014. gravity models are used as a control for trade creation and diversion and iit. the research analyzes the impact of common market of the south, andean community, central american common market and north america free trade agreement. it is found out that iit has a contribution to trade expansion, while export diversification negatively affects bilateral trade in these regional free trade agreements. (martinmayoral, carofilis, & guijarro, 2016). based on these researches, it can be concluded that iit has become an important solution for the trade between indonesia and other asean countries, as well as the existing inter-industry trade to boost asean integration. this is because members of the asean countries geographically have similar endowments and technology factors, similar culture and relatively close distance. iit is the result of specialization through product differentiation and economies of scale that created possibility for all member countries to trade within the same industries, although the resources and technology used in producing these goods are similar and even in tastes. the iit measurement in turn becomes an indicator of the similarities and convergent of the trading nations in their block integration (aturupane, djankov, & hoekman, 1999). some researches on iit by using grubel-lloyd index shows a low value for the asean region, which means that trade is more of the inter-trade nature rather than intra-trade. however, from year to year the intra-industry trade index keeps increasing (jha & saha, 2011). research conducted by jha & saha (2011) shows that the total intra-trade for asean-5 remained stable since the implementation of afta in 1995 to 2001, but then after that it has been increasing gradually, especially trade between indonesia-singapore, indonesia-thailand and singapore-philippines. their research also finds out that the asian crisis has not had a significant impact on the intra-industry trade among asean-5. the existence of the increase in the intraindustry trade index in asean indicates that trade integration in that region is increasing. another research conducted to measure the development of iit asean in 1990 and 2010. it is shown that in 1990 characteristic of iit asean was dominated by malaysia and singapore. in 1990, the combined shares of singapore and malaysia for iit asean were 69,2% and 78,5%, respectively. however, iit asean declined substantially in 2010. the combined shares of singapore and malaysia for intra-asean exports and imports were 48,9% and 52,4%, respectively. singapore plays a large portion of iit asean due to its role as a transportation and distribution hub in the asean with developed transportation infrastructure such as seaports and airports. moreover, singaporean people have a relatively high income per capita, which played a role in promoting its trade with other asean countries. on the other hand, malaysia is also another relatively high-income country. high income per capita is the main determinant of boosting demand for imports (okabe & urata, 2014). therefore, it becomes clear that there should be more in-depth research about the indonesian capability to establish intra-industry trade with asean4, which 23trade integration indonesia ..... (pauline henriette pattyranie tan) is supported by the domestic output in the wood-based products. ii. methods grubel-lloyd index suits the measurement of the integration intensity pursued for aec 2025 by using it to calculate the iit in asean region. for the research, the using of grubel-lloyd index is to find out the integration intensity within asean countries, and then to determine the impact of differentiated product toward iit indonesia-asean4 (singapore, malaysia, philippines, and thailand). the reason for choosing these asean4 is that export-import conducted by indonesia and other asean member countries is the greatest amount compare to other member countries. the data used are secondary raw data, supplied by biro pusat statistik of indonesia (bps) collected for wood-based product that are classified in 5 digits international standard industrial classification (isic). the classifications are isic 16102 (manufacture of sawmilling and wood preserving), isic 16211 (manufacture of plywood, laminated plywood included decorative plywood), isic 16212 (manufacture of laminated plywood included decorative plywood), isic 16214 (manufacture of veneer sheets), isic 16221 (manufacture of carpentry and joinery), isic 16293 (manufacture of wood carving except furniture), isic 16299 (manufacture of other goods made from wood, rattan, cork and bamboo) and isic 31001 (manufacture of wood furniture). they are referred as krugman, dixit and norman and the most preferred or the ideal variety terminologies from krugman and lancaster with a determinant that is called industry specific, obtains the understanding of horizontal iit from the wording love of variety. vertical iit was proposed by varley in 1981 that looked into the iit from a different explain that the term iit is understood as exchange between countries with products that are related to each other or that are strong substitutes in demand. the exchange of those products is the result of the same or similar production factor intensity. krugman (2015) provides a definition for iit as a two-way trade for goods that are in the same industrial classification standard. it occurs when each industry in each country produces different kind of goods using the same production factor intensity, but the products are differentiated by its attribute or different characteristic. i. these data are compiled as panel data with the year of 2010 to 2016 that are referred as t. all the data used here was raw data or unpublished. the iit model is based on product differentiation and can be distinguished into iit horizontal and iit vertical. grubel and lloyd differentiated between the two-way trade for goods that are substituting each other, which is called the horizontal iit, and for goods that are different in the level of the process into the final good, which is called the vertical iit. greenaway, hine and milner then developed this definition further that horizontal iit is trade for goods that are different in their attributes, while vertical iit involves good that are differentiated according to their quality. some researchers have been conducted to investigate the features and determinants of the horizontal and vertical intra-industry trade (hiit and viit, respectively). for information technology industry in asian, the eu and the us markets, by using data from 1996 to 2005, it was found out that hiit was more dominate than viit. but recently, the comparative advantage of these countries influenced significantly vertical specialization between asia and the eu, while horizontal specialization dominated trade between asia and the us (byun & lee, 2005; chang, 2009; chin, yong, & yew, 2015). iit in the research is calculated by using five digits isic disaggregate of wood-based products traded by indonesia-asean4 in 2010 to 2016. the grubel-lloyd formula has been used in many researches as follows: iiti = (xi + mi) |xi – mi| (1) where i=8, t=7, xi and mi each is the value of export and import of the same industry respectively and are calculated based on the value of the currency of the country under analyzed or the home country (yoshida, 2013). the gl-index = (2) the measurement results in variation from 0 to 100. this equation is the iit grubel-lloyd index which later are being used broadly by researchers in looking for the level of iit between advanced countries and developing countries including iit in the asean region, and as the measurement of the intensity of trade integration (yusefzadeh et al., 2015). krugman (2015) explained the phenomena for iit product differentiation, increasing returns to scale, and monopolistic competition as an approach for the imperfect market structure. this is different from the theory for international trade for inter-industry trade that is based on the comparative advantage, which assumes a constant return to scale and homogeneous product. the iit model does not show to us which country is producing what good in that industry, the one that is known is only that each firm within an industry in a country will produce differentiated products. in short, the iit model can be written as: iit = f(se, dp) (3) where se is the economies of scale variable and dp is the product differentiation variable. product differentiation is calculated by using the hufbauer index to find out how whether the products are horizontal differentiated. the hufbauer index (hii) = (4) where j=indonesia; k=singapore, malaysia, 24 the winners, vol. 21 no. 1 march 2020, 21-26 thailand, philippines; σ= standard deviation of the unit export value of product i from country j (indonesia) to country k (partner country); μ= average of unit export value of product i from country j to country k. the more hi value reaches 0 the product traded becomes more horizontally differentiated (funke & ruhwedel, 2001). the unit export value of product i is based on the f.o.b. value in real rupiah. this measurement is also used in analyzing factors influencing intraindustry trade in the food sector in the asean region, by using panel data (takamatsu, 2016). iii. results and discussions the raw data of indonesia-asean4 exportimport from 2010 to 2016 are used to calculate iit of wood-based products by using equation 1. the raw data of indonesia’s export to the asean4 country members are shown in figure 1. figure 1 indonesia’s export of wood-based products to asean4 in 2010-2016 the data show that indonesia’s export of woodbased products showing an increase in some products especially isic16102 (manufacture of sawmilling and wood preserving), isic 16211 (manufacture of plywood, laminated plywood included decorative plywood), and 16221 (manufacture of carpentry and joinery), while the others relatively stable or even decrease in 2016. for import, the data can be seen in figure 2. the data show that indonesia imported product in isic16102 (manufacture of sawmilling and wood preserving) in large number. the good thing is it is decreasing in 2016. the second is isic 31001 (manufacture of wood furniture). overall, the data reveals all imported goods decreasing in 2016, which is desired for every nation. all the data are, then, used to calculate the measurement of the intensity of integration. by using the iit formula on equation 1, the result is provided in figure 3. figure 2 indonesia’s import of wood-based products from asean4 in 2010-2016 figure 3 indonesia-asean4 intra-industry trade of wood-based products. the result of equation 1 to get the conclusion about the intensity of integration, the result is transformed to grubel-lloyd index as shown by equation 2. the result of equation 2 is provided in table 1. table 1 gl-index and integration intensity of woodbased products, indonesia-asean4 in 2010-2016 isic code gl-index integration intensity 16102 82,38 strong integration 16211 7,83 weak integration 16212 49,62 mild integration 16214 13,21 weak integration 16221 45,06 mild integration 16293 8,66 weak integration 16299 44,87 mild integration 31001 44,87 mild integration source: calculation result of equation 2 these data show that only product isic 16102 (manufacture of sawmilling and wood preserving) 25trade integration indonesia ..... (pauline henriette pattyranie tan) have strong integration, between indonesia and asean4. it is indicated by the high amount of export and imports from both side counterparts, resulting in highest gl-index. isic 16211(manufacture of plywood, laminated plywood included decorative plywood), 16214 (manufacture of veneer sheets) and 16293 (manufacture of wood carving except furniture) have weak integration level due to the imbalances of export and import to and from asean4. import of isic 16211 is still larger than the export despite the decrease in 2016. export for isic 16214 is much larger than import. the export is relatively stable for the year periods while import is decreasing. isic 16293 is dominated by indonesia’s export much larger than import from asean4. these imbalances result in weak integration. to support the integration, either export or import must be escalated. in the effort of increasing the value of output of the wood base products, it is necessary to increase the amount of domestic output to increase the volume of iit between indonesia and asean4. previous surveys showed that indonesia remains to have large opportunity to market its products globally. field observations also reveal the fact that wood-based products have no problem in relation to its market demand. the market remains considered wide-open, especially for products with particularly demand. the increase in price will not be a problem as long as the design and quality are accepted by the consumers. hence there is an opportunity for the business expansion. as the theory of iit, that one of the determinants of iit is product differentiation. the product differentiation results in horizontal iit or vertical iit. in order to find out the nature of indonesia-asean4 iit, it is important to find out the criterion of the iit itself. for this purpose, product differentiation is measured by hufbauer index from equation 4. the results are shown in table 2. based on theory, the more hi value reaches 0, the traded product becomes more horizontally differentiated. data in table 2 indicate that overall wood-based products traded by indonesia-asean4 are horizontally differentiated. it means that the iit of these products are different in their attributes. these traded products are similar in the quality but different in features such as shape and the number of types of the goods included in each isic. in fact, indonesia’s wood-based products experience many new derivative products. when viewed in terms of the sustainability of exports, the actual export of indonesia’s forest products has increasingly diversified and has been able to create many new products. the ministry of environment and forestry (klhk) expressed optimism that exports of national wood products in 2018 will increase compared to previous years. in the last five years exports of national wood products have tended to increase (neraca, 2018). table 2 hufbauer index result for indonesiaasean4 iit of wood-based products isic code name of wood-based product hufbauer index 16102 manufacture of sawmilling and wood preserving 0,034 16211 manufacture of plywood, laminated plywood included decorative plywood 0,060 16212 manufacture of laminated plywood included decorative plywood 0,045 16214 manufacture of veneer sheets 0,125 16221 manufacture of carpentry and joinery 0,020 16293 manufacture of wood carving except furniture 0,059 16299 manufacture of other goods made from wood, rattan, cork and bamboo 0,037 31001 manufacture of wood furniture 0,039 source: calculation result of equation 4 iv. conclusions the results of the iit measurement show that overall indonesia and the asean4 countries counterparts are on mild trade integration. it means there are balances in the exported and imported trade products. only three of the eight isic categories are in weak trade integration, due to the imbalances of export and import. for decorative plywood products (isic 16211), it has a quite large trade imbalance result in the very low export, therefore the export needs to be escalated. the number of domestic productions need to increase, although its relatively high production cost becomes one of the obstacles for global competitiveness for indonesia’s plywood manufacture products. more investment on this product is needed to increase its production. another way to escalate is by the enforcement of timber legality verification system issued by indonesian ministry of environment and forestry to tackle the sustainability issue. the results of hufbauer index also show that the criterion of the trade is in horizontal iit, meaning that these products are considered different in their attributes. the issue of the weather differences of each country can affect the quality of indonesia’s products of wood-based products. in this case, the iit should be improved to the vertical iit where the exchanged goods vary in quality. for this reason, it is important to find out the impact of horizontal and vertical product differentiation on indonesia-asean4 iit. therefore, it is suggested there are further research about the impact of horizontal and vertical differentiated product on indonesia-asean4 iit of wood-based products. 26 the winners, vol. 21 no. 1 march 2020, 21-26 references afreximbank 2018 audit. 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(2015). analisis daya saing dan strategi industri nasional di era masyarakat ekonomi asean dan perdagangan bebas, bank indonesia, wp/3/2015. retrieved from http://www.bi.go.id/id/publikasi/wp/documents/, revered 21 april 2018). takamatsu, m (2016). analysis of factors influencing intra-industry trade in the food sector in the asean region, food and agriculture organization of the united nations, graduate school of agriculture kyoto university (japan). retrieved from http://agris.fao.org/agris-search/search. do?recordid=jp2019008579. yoshida, y. (2013). intra-industry trade, fragmentation and export margins: an empirical examination of subregional international trade. north american journal of economics and finance, 24(c), 125-138. https:// doi.org/10.1016/j.najef.2012.07.003. yusefzadeh, h., rezapour, a., lotfi, f., ebadifard azar, f., nabilo, b., abolghasem gorji, h., … karami, a. (2015). a study of comparative advantage and intraindustry trade in the pharmaceutical industry of iran. global journal of health science, 7(6), 295-307. https://doi.org/10.5539/gjhs.v7n6p295. exploration of methods for small businesses …… (irene teresa rebecca; anita maharani) 1 exploration of methods for small businesses in determining the brand positioning through marketing mix concept irene teresa rebecca1; anita maharani2 1binus entrepreneurship center, management department, bina nusantara university 2business management program, management department, binus business school master program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1irene.rebecca@binus.ac.id; 2anita.maharani@binus.edu abstract the purpose of this research was to show how small business owner reconstructed brand for its products through the concept of 7ps. the research method used was qualitative, with in-depth interviews with the owner of the brand keona. the results show that keona products keep producing an updated model that is able to compete, supported by price and after-sales service. then, consumers can find the products through the variety of channels. results of this study encourages managerial implications that the business owner of bag keona should keep up the quality assurance of its products, referring to standard operational procedures for service. moreover, the owner should also optimize the features of social media as a means of marketing, and produce product line for any segments. keywords: small business, brand positioning, marketing mix introduction the brand is a representation of a business which, ideally, should be able to understand how important brand is within itself. a brand will give exposure and make it easier for consumers to recognize the business. in addition, the brand is very important in marketing for using the brand; a product can be distinguished from other products. the presence of brand will also enhance competitiveness and influence consumer behavior in purchasing a product. as mentioned in forbes (2017) regarding the world brand that has high value, among others are apple, google, microsoft, and facebook as well as others. however, the brand is surely not only important for large-sized business. bosari (2012) has mentioned that regardless of the medium, small business has the right to have the brand. this is because the brand is something that differentiates between a business and another. thus, it can be concluded that the brand can be owned by either a small business or a large business. prior to understanding the brand, it is good to have the general understanding of the product. kotler and keller (2016) have mentioned that a product is any form that can be offered to the market, with the aim of satisfying the desires or needs, including products, services, experiences, activities, a person, a place, property, organizations, information, and ideas. furthermore, according to the american marketing association (1995), the brand is the name, term, design, symbol or any feature that identifies one product or service to be different from other products or services. in other words, the brand will make a product or service have more value. the brand is important for business, but in fact, it is not an easy task since there is a need for understanding brand considerations. on a large-sized business, there are positions that have the mailto:irene.rebecca@binus.ac.id mailto:anita.maharani@binus.edu 2 journal the winners, vol. 19 no. 1, march 2018: 1-7 responsibility to formulate brand, but it is different with small business. on the contrary, this will not happen to the small business, because they definitely have limited human resources, and often in practice, it is the founder or owner of the business that takes this responsibility. stoltz (2017) has mentioned that small business owners will do the marketing practices of their business, and the whole issues are done by them as well. therefore, it can be assumed that there are elements of establishing brand within marketing practices in small business, despite being not formal. in practice, there are many examples of small business that have perished because of their failure in introducing their brand rather than the product. in conclusion, small business needs to have a proper knowledge instead of doing marketing in practice, and that knowledge may relate to the brand. there are some studies which discuss brands in the small business, one of which is wong and merrilees (2005) who have raised the question about the orientation of brand in the medium-small business. they go from getting as minimum as brand orientation, then deciding draft until it becomes fully integrated to brand orientation. moreover, wong and merrilees (2005) have shown that specialty is a brand’s invalid construct. there is a unique identity that is felt and seen from the products, services, and orientation. they are (1) directing the organization in regards of managing marketing performance for brands, (2) finding the superior performance and obstacles of a product that has a strong brand, (3) identifying barriers such as time, available resources, and knowledge that can potentially inhibit the success of brand activities. furthermore, there is also berthon, ewing, and napoli (2008) who have raised voices about how small business can manage its brand and has positive business performance, compared to small businesses that do not manage the brand well. kim et al. (2014) have found that brands affect consumer loyalty, and proposed that small businesses get the support of the relevant agencies to encourage a positive brand performance. thus, it can be seen that small businesses need to determine brand identity as well as a comparison with other products. the brand is inseparable from copyright. small businesses have future potential to be big business and obtain the doubled net income compared to when it is first established. nevertheless, problems experienced by small business do not necessarily occur in brands that may be subject to claim. as arum (2015) has mentioned in an article about community coffee shop which is better known as kopitiam in hokkien. as adapted from the article, kopitiam is no longer a free copyright brand since there is already an entrepreneur who has registered to trademark its copyright. in addition to the case of kopitiam, there is also a case of the brand maicih, as herdiyan (2011) has mentioned along with many more in the news. this is one of many cases of separating small business partnership because of conflict, and the impact of separating is on the rights of trademarks ownership. that being said, small businesses that already have a place in the hearts of consumers may still need to pay attention to proprietary rights or copyrights. regardless of whether or not that is meant as a brand, there is a relationship between the brand and its copyright. moreover, small businesses that do not have a special section for brand formulation also have their own privileges. for example, when to decide what brand can make consumers feel confident and willing to use the products or services produced by small businesses. it is also experienced by the small business owner who trades bags made from cow-hide and establishes the brand keona. based on those descriptions, this research is fundamentally aimed to explain about the brand in the small business, especially on how small business determines its brand. one of the challenges to reveal the basis of deciding brand products in small business is the thorough reconstruction of the way of thinking. the process of reframing described in the research methods is expected to explore meaningful information. an earlier study conducted by moorthi (2002) has combined the concepts of service marketing mix (product, price, place, promotion, physical evidence, process, and people), or known as 7ps frame of brand identity that is discovered by aaker (1996). he has mentioned the existence of four essential elements in the development of a brand as a product, as the organization brand, as a person, and as a symbol. moorthi (2002) has referred to result from lovelock in 1992, mentioning that brand is a exploration of methods for small businesses …… (irene teresa rebecca; anita maharani) 3 process. thus, the concept of 7ps can be used to explore brands associated with a series of processes owned by a business. long before the concept of 7ps appears, there is a concept of the marketing mix which is first introduced by neil borden to explain the decision taken by the manager in the context of business marketing (kasabov, 2015). then, mccarthy has modified the marketing mix concept which is later best known as 4ps (consisting price, promotion, product, and distribution) (kasabov, 2015). following that, booms and bitner (1981) have also developed 4ps and turn it into 7ps, otherwise known as the service marketing mix. the purpose of this study is to show how small business owners think before they discover and establish keona that is using the concept of 7ps. this concept is considered appropriate because it may be applied to businesses in any condition. moreover, the advantage of using this concept is that it will provide systematic steps that can be done by the small business owner. methods the approach of this research is inductive. sekaran and bougie (2016) have mentioned that this approach is aimed to find the patterns discovered from the interview and the development of concepts. the method used in this approach is qualitative with data acquired from open-ended questions and narrative description as the type of analysis. there will be some questions given to interviewee which are aimed to explore small business owner’s way of thinking in determining the brand keona. the interviewee herself is the owner of leather bag brand keona and her initial is ds. the questioning method is 5w1h, also known as kipling method, which may be useful to explore information by using some questions that address the process or acts in problem-solving. questions for the interview begins with who, what, where, when, and how; these are useful to give detailed understanding. the interviewee will respond to these 5w1h questions built with the 7ps framework (product, people, physical evidence, process, promotion, place, and price). response from the interview will be analyzed by classifying words to meet research expectations. interpretation is associated with the central theme as the goal of this research. information is gathered on 2nd december 2017 with 60-minute long interview, not including the approach before the process of questioning. results and discussions a successful brand must be able to create awareness for consumers to easily associate a product or service provided by a company through its brand. a unique and recognizable brand is the key to the success of any business. keona, according to ds (its owner), is established in 2014 with four business philosophy that covers product being the priority, fast and responsive response to a complaint or consumer, production target that must be fulfilled every day, and lastly, safe and clean work environment. the brand keona is associated with a product that ds produces, which consist of two things; the main product and ancillary products. the main product is the bag that has to pass three steps; (1) paying attention to the development of trend and models from media, (2) conducting simple marketing research by launching picture of mock up product to social media, and (3) creating sale worthy design without replicating other product. on the other hand, the additional products or ds accessories products are manufactured to complement the main products, such as tussle or hanger bags, key chains, and a small wallet. based on the information from interviewees, these additional products use the remains of the main product. 4 journal the winners, vol. 19 no. 1, march 2018: 1-7 the technology used is a special manufacturing machine to make bags. there are four machines used to produce bags; they are leather skiving machine, sewing machine, cone machine, and embossing machine. leather skiving machine is used to dilute ingredients for skin to be thick and has the same type of surface. sewing machine, or collectively the ‘walking foot’ machine, is a machine that is able to sew properly even though the leather used is thick. cone machine is used to sew the skin or very thick sections such as the handle of the bag, pouch bags as well as parts that require very hard or thick stitches. lastly, the machines used to emboss printed brands are put directly on top of the skin. in order to guarantee the quality, samples can be taken from the best quality of leather. this is done through direct checking by business owners from getting basic materials to the final settlement of bag. the packaging used is produced on its own and customized with products aimed at a target market of women aged 18-40 years. based on the results, the brand as associated with a product promises something explicit to the consumers, namely through the form or the form and quality. the next thing to note is brand-related human resources. there are two employees hired to produce the main product and ancillary products, both of which are permanent workers. however, the company will hire temporary workers once there is an increase in demand. the interviewees have mentioned that he and his wife are the ones behind the managerial position, in charge of exploring and planning the purchase of raw materials to guarantee quality upon the completion of the product. based on the results above, it can be concluded that the brand promises personalized service when associated with a person. this is because not many people are involved in the business with the owners working directly to serve the consumer. another thing that the brand is associated with is physical evidence. according to the respondent, there is a workshop owned by him to streamline business processes, and it comes along with parking facilities. thus, customers can know that the business is an active one. in order to support its success, the business also involves a third party who helps the sales of products online. the business owner of keona currently does this directly through the marketplace, tokopedia with the store name of keona genuine leather, which can be accessed via https://www.tokopedia.com/keonaleather. in addition, consumer complaints can be sent to an email address (keona.leather@gmail.com) dedicated to supporting a more business-oriented online service using social media. furthermore, the respondent has also said the presence of the contact center is devoted to sales and customer service with apparent online network access that will not break up, in order to support the communication process. the business also owns transportation to support product delivery directly from the workshop to the consumer after getting orders and signs of booking form of money transfer from the consumer. however, even if you have your own transport, cooperation with several providers of shipping services are still maintained with the goal of following consumer demand. based on the results, the brand promises reliability such as after-sales service, when associated with the physical evidence. aside from those, the brand is also associated with the manufacturing process, during which the production layout is tailored to function. the sewing machine is specially placed in one room, while the skiving and cone machines are placed on the other. the workflow required in producing a product begins with the first step, i.e., the selection of the mode or type of product to be made. after that, the employees will create the pattern using the mold and cut off the leather. when the pattern is done, the production process will begin, starting from skiving materials, tailoring, printing, finishing, placing brand, and finally the packaging. the flow of bag or product sales is divided into two types; direct sales and through the marketplace. in the direct sales, the consumer comes directly to the workshop, selects, and pays for the product directly to the respondent who is also in charge of the cash register. furthermore, the products are sold according to the order regardless of the type of sales, in other words, there is no stock of products. in fact, consumers are required to pay a down payment of 50% of the price of the goods prior to the production and pay it off, along with the transportation fee, when the goods arrive at the exploration of methods for small businesses …… (irene teresa rebecca; anita maharani) 5 consumers’ place. according to the interviewees, this is deemed effective in avoiding fraudulent booking, and if any of the products ordered is void, the cash advance is not paid back. if the ordered product reaches the stage of completion, but the consumer fails to finalize the payment, then the product put on sale in the marketplace. based on the results above, there is a gradual process for business owners when associated with the process which starts from drafting ideas until delivering product to consumers. consumers are involved and have ownership of the booking since they have paid a deposit. the brand is associated with the promotion (promotion). according to the interviewees, there are some mechanisms that special for promotion; special discount day, special discount during the holiday season, special exhibition discount, and bonus products on consumers who buy products in the certain amount or value. moreover, the platforms used to support the promotion are; social media such as facebook and instagram; marketplace such as bukalapak, tokopedia, and lazada; endorsement with campaign to give souvenir to consumers such as uploading a photo and displaying products in social media while mentioning ‘hashtag’ of products and souvenirs; prize to be awarded to consumers who purchase three or more products simultaneously, or for consumers who accumulatively do transaction worth rp5,000,000.00 (applies in multiple purchases). promotion method is chosen by the respondent based on the behavior of competitors. although keona products’ competing products are produced by small businesses, the respondent still considers their products to be on par with high-end brands, namely, fossil, gobellini, braun buffer, and others in terms of quality and not price. as a conclusion when associated with the promotion, the mechanism of communication is done for the promotion through social media or online network in the marketplace. the brand is associated with a place (place). according to interviewees, the places chosen to sell the products of keona are the online network, multiple channels (multi-channel), and direct sales. the online network is done through the marketplace, direct sales through word of mouth, and multiple channels through the exhibition at various levels. in conclusion, they use both the traditional model, i.e., direct sales, and the conventional model through the online network and multiple channels. the selected channels simplify consumers’ process to achieve products that are offered. the brand is associated with the price (price). according to interviewees, the price is determined by taking the margin of production costs and doing pin guessing with a competitor that has the same product category. in addition, the price set is in the middle price and upward standard because the segment of product and target product is active and women aged 18-40 years. based on the results above, it can be concluded that the brand promises quality that corresponds with the price. findings show how a product from the small business can deliver its value through its brand. the method used here is quite familiar and even easy to replicate by other small businesses as it starts with the product, people, physical evidence, process, promotion, place, and price. that being said, the small business might still need further knowledge and sources on finding friendly business method. conclusions the purpose of this research is to reframe small business owners’ way of thinking and determining the brand through the concept of 7ps. keona’s brand concept as seen from 7ps are as follows (1) an explicit promise to consumers through its product and quality. (2) personalized service promise from the owner directly to consumers. (3) reliability promise, e.g., the after-sales service. (4) the promise of gradual process and involvement in the intervention of the owners, and even consumers, on the bag. (5) the promise of promotion through online networks, either social media or marketplace. (6) promise to consumers of easily reachable products, offered with direct sales model as 6 journal the winners, vol. 19 no. 1, march 2018: 1-7 well as conventional sales models such as multiple channels and online network. (7) the promise of quality that corresponds to the price. this research describes how small business determines its brand through the concept of the marketing mix, 7ps. the managerial implications of this research are (1) implementation a quality assurance program as an effort to ensure improved quality of service. (2) undertakings in order to personalize the services already provided by the business owner, referring to a standard operational procedure which will also have an impact on the context of after-sales service. (3) undertakings to utilize features that enable optimization of social media use as a means of marketing. (4) in addition to the product line, it is necessary to bring up the product to any levels to reach wider market segments. references aaker, d. a. (1996). building strong brands. new york: free press. american marketing association. (1995). dictionary. retrieved on november 2nd, 2017 from http://www.marketingpower.com/_layouts/dictionary.aspx?dletter=p. arum, n. s. (2015). ini pentingnya merek dagang bagi pelaku usaha. retrieved on november 3rd, 2017 from http://entrepreneur.bisnis.com/read/20150616/88/443827/javascript. berthon, p., ewing, m. t., & napoli, j. (2008). brand management in small to medium-sized enterprises. journal of small business management, 46(1), 27–45. https://doi.org/10.1111/j.1540-627x.2007.00229.x. booms, b., & bitner, m. j. (1981). marketing strategies and organizational structures for service firms. in james h. donnelly and william r. george (eds.), marketing of services (pp.47-51). chicago: american marketing association. bosari, j. (2012). how important is small business branding really. retrieved on november 1st, 2017 from https://www.forbes.com/sites/moneywisewomen/2012/02/21/how-important-is-smallbusiness-branding-really/#3f96a7ba5e6b. forbes. (2017). the world’s most valuable brands. retrieved on november 2nd, 2017 from https://www.forbes.com/powerful-brands/list/. herdiyan. (2011). demi bisnis maicih, keluarga pun pecah? retrieved on november 1st, 2017 from http://bandung.bisnis.com/read/20110713/3/66233/demi-bisnis-maicih-keluarga-pun-pecah. kasabov, e. (2015). marketing mix. new jersey, us: john wiley & sons. kotler, p. t., & keller, k. l. (2016). marketing management (15th ed.). us: pearson higher ed. kim, k. p., kim, y. o., lee, m. k., & youn, m. k. (2014). the effects of co-brand marketing mix strategies on customer satisfaction, trust, and loyalty for medium and small traders and manufacturers. e&m economics and management, 17(1), 140–151. http://dx.doi.org/10.15240/tul/001/2014-1-011. moorthi, y. l. r. (2002). an approach to branding services. journal of services marketing, 16(3), 259–274. https://doi.org/10.1108/08876040210427236. http://www.marketingpower.com/_layouts/dictionary.aspx?dletter=p http://entrepreneur.bisnis.com/read/20150616/88/443827/javascript https://doi.org/10.1111/j.1540-627x.2007.00229.x https://www.toolshero.com/toolsheroes/mary-jo-bitner/ https://www.ama.org/ https://www.forbes.com/sites/moneywisewomen/2012/02/21/how-important-is-small-business-branding-really/#3f96a7ba5e6b https://www.forbes.com/sites/moneywisewomen/2012/02/21/how-important-is-small-business-branding-really/#3f96a7ba5e6b https://www.forbes.com/powerful-brands/list/ http://bandung.bisnis.com/read/20110713/3/66233/demi-bisnis-maicih-keluarga-pun-pecah http://dx.doi.org/10.15240/tul/001/2014-1-011 https://doi.org/10.1108/08876040210427236 exploration of methods for small businesses …… (irene teresa rebecca; anita maharani) 7 sekaran, u., & bougie, r. (2016). research methods for business: a skill building approach (7th ed.). us: john wiley & sons. stoltz, b. (2017, 14 sept). branding for small business made simple. retrieved on november 1st, 2017 from https://www.forbes.com/sites/allbusiness/2017/09/14/branding-for-small-businessesmade-simple/#828dc8141073. wong, h. y., & merrilees, b. (2005). a brand orientation typology for smes: a case research approach. journal of product & brand management, 14(3), 155–162. https://doi.org/10.1108/10610420510601021. https://www.forbes.com/sites/allbusiness/2017/09/14/branding-for-small-businesses-made-simple/#828dc8141073 https://www.forbes.com/sites/allbusiness/2017/09/14/branding-for-small-businesses-made-simple/#828dc8141073 factors influencing the intention …… (sri bramantoro abdinagoro) 93 factors influencing the intention of attending theater performances: an exploration study sri bramantoro abdinagoro management department, binus business school doctor of research in management jln. kebon j eruk raya no. 27, kebon jeruk, jakarta 11530, indonesia sabdinagoro@binus.edu abstract the phenomenon of theater goers who were not satisfied when watching but at the next show they were still watching, being the opposite of the concept of satisfaction. this research aimed to find the factors that caused people to intend to watch the theater again to answer the phenomenon. the researcher used an exploratory study that focused on exploring important features in the theater performing arts on those who had been watching and who had not watched. in this study, author constructed semi-structured interview questionnaires that were focused on; (1) reason for people watching the theater, (2) theatrical attributes, (3) audience expectation, and (4) audience development. the participants of the exploratory study in this study were; (1) a group of actors and performing arts workers, (2) people who watched the performing arts, and (3) people who did not watch the performing arts. the total participants were 15 persons. from the exploration results with at least 16 keywords or phrases obtained, the researcher analyzes and classifies the keywords and phrases with the same meaning and understanding that exist in each word. there are 8 (eight) constructs formed based on these keyword groupings; theater play, theater reputation, goal achievement, theater atmosphere, satisfaction, flow, intention to watch again, and word of mouth. the results of this exploratory study at the next stage of the research will be the input of the research model. keywords: influencing attending intention, theater performances, attention introduction performing arts is one kind of arts. rand corporation in its monograph report on performing arts (2001) dividing art into four groups; performing arts, media arts, visual arts, and literary. included in the performing arts are a theater, dance, music, and opera. in the indonesian context, researcher classifies traditional performing arts such as wayang orang (human puppet), ketoprak (traditional drama), and the similar into opera groups, because of its characteristics as classical art. in this study, the researcher limits the scope of research on the theater performing arts only with the following characteristics; instead of "folk art", is paid, and has a limited or not the spectacle of mass (such as the live concert that has more than hundreds or even thousands of audiences). the paid aspect is important because it is related to the marketing and professionalism of the theater performing organizations. as an example of the theater performances as defined in this study as teater koma, opera tan malaka, onrop musical drama, and laskar pelangi musical drama. research on the theater performances has grown in the west. these studies include research on art marketing and its performance (colbert & st-james, 2014; boorsma & chiarawalloti, 2010), using social media and web strategies (hausmann & poellmann, 2013; preece & johnson, 2011), performing arts organizations (turbide & laurin, 2009; poon & lai, 2008; preece, 2011), purchasing mailto:sabdinagoro@binus.edu 94 journal the winners, vol. 18 no. 2, september 2017: 93-108 behavior and intension in performing arts (troilo, coito, & soscia, 2014; hume & mort, 2010), analysis of theater attendance and attendance behavior (akdede & binatli, 2017; ateca-amestoy, 2008; hager & winkler, 2012; wen & cheng, 2013; swanson, davis, & zhao, 2008), engagement and performing arts audience (latulipe, carroll, & lottridge, 2011; markusen & brown, 2014), audience development (scollen, 2008), audience measurement (au, ho, & chan, 2017; chan et al., 2017), characteristics of performing arts customers (johnson & garbarino, 2001; petr, 2007; chan & goldthorpe, 2007), the relation of performing arts relationships with customers and relational marketing (garbarino & johnson, 1999), the importance of customer value in performing arts performances (hume & mort, 2008; dovaliene & virvilaite, 2008), and methods of measuring the quality of artistic performances (radbourne et al., 2009). in a study of audiences, characteristics and behavior in attending of theater performing arts are defined as two major groups; subscriber and occasional subscriber or single ticket buyer. so it has also predicted the degree of relationship between audience with theater (garbarino & johnson, 1999; johnson & garbarino, 2001; petr, 2007). thus, marketing research and development at the performing arts organization is wide and advanced. at this stage, audience development, especially the increase in audience participation, has become the main objective of any performing arts organization (bernstein, 2007). however, this has not happened fully in indonesia. although now the theater performing arts have grown well with the emergence of new theaters, the increase in audience participation has not been successful. theater art audiences are limited, and ticket buyers have not increased quickly yet. one of the contributing factors is that the theater performing arts are generally still in the level of an art product, not on a commercial product (riantiarno, 2011; prihadi, interview result). it means the creator or theater is performing art organization still prioritizes the aesthetic element and art in the show; they have not much and do not even want to think about its commercial aspect. suprawito (2002) mentions the perception of various community groups in indonesia that art is a work that can be enjoyed by himself (the creator of art) and others, but they never think to get economic value or income from work. referring to garbarino & johnson (1999), theater performers in indonesia are generally more on occasional or single ticket buyer groups, and in the current phenomenon, in performing arts performances are few audiences who only just watch and never come back. therefore, it becomes a challenge for performing arts organizations, especially the theater to further understand the character of the audience, the factors that make them interested in watching and keep watching again so that the development of the audience (audience building) can be achieved. the important thing in understanding the character of the audience is by observing and knowing what they experience while watching. watching the performing arts may be regarded as an individual audience experience in enjoying the products or services that are provided by the performing arts organization. one thing that becomes a phenomenon and the problem of this study, which also want to be answered, is the presence of a dissatisfied audience while watching but still watching the next show. this phenomenon is contrary to the concept of satisfaction where dissatisfaction will lead to the absence of repurchase intention. therefore, the authors hope the results of this research will contribute to the theory of satisfaction and provide input for the management of performing arts theater. the researcher conducts an exploratory study in advance to know and understands the audience in watching theater performing arts. in the interviews and discussions with the audience, it indicates that the viewing experience aspect is the reason they watch the theater. use of the exploration study method made considering the problems of this research requires an explanation of the reasons and background of the person or attendance want to watch the theater performing arts. preunderstanding is required because the researcher has limited knowledge about the background and thorough person is watching the performing arts. gumesson (1991) has mentioned that prefactors influencing the intention …… (sri bramantoro abdinagoro) 95 understanding which is the input and the output is the insights gained from the study. through this exploratory study, it is expected that there will be additional deeper understanding of the phenomena studied before building the model and designing the research process. malhotra (1999) argues that the implementation of exploratory studies is generally conducted when the researcher wants to clearly define the problem, identify the phenomenon or to gain understanding before doing further research. zikmund (2000) even mentions if the exploratory study can be used to investigate all options (option) research that may occur. furthermore, by conducting an exploratory study, the researcher may find new ideas that are not previously covered and thought out (zikmund, 2000). the exploratory study conducted in this study is primarily conducted to deeper understanding into the reasons people attend theater performing arts in indonesia. this is done because of most of the literature on various aspects of the performing arts audience in the reference of this study more in the context of the west. this condition may be different with the audience condition in indonesia, so the results of the study may not necessarily apply in indonesia. with this method, the researcher is expected to be able to identify the research variables, build the research model, and formulate the research hypothesis better. conducted an exploratory study is not without its weakness. the weakness of this study as well as in general qualitative study is subjectivity and bias on the interpretation of the findings. another thing is the relatively small sample size, so it is not representative of the side of the statistical analysis. nevertheless, the findings of exploratory studies may be viewed as preliminary findings to be re-examined (zikmund, 2000). the benefits of exploratory studies are essential to clarify the definition of the problem (zikmund, 2000). this is done because in this study the researcher conducts an informal investigation and interacts with resource persons who experienced the phenomenon to be studied. the exploratory study aims to assist the researcher in deeply understanding the phenomenon of attending the theater performing arts, the reasons for watching and knowing the expectations of people in watching the performing arts and its relation to the intention to watch again. the exploratory study focuses on exploring important features in the theater performing arts on those who have been watching and who have not watched. the results of exploratory studies are used to formulate research problems, identify variables and build research models for the reason to watch theater performing arts in indonesia. in terms of academic, this research is expected to bring an increase in the quality of research, while on the practical side hope this research can be applied by the management of performing arts organizations in indonesia in building performing arts audiences. methods sekaran (2003) states that the observation or interview as a data collection technique is basically an exploratory study. zikmund (2000) states that the pilot study is one of the categories in exploratory research method that is the method of collecting primary data from the sample with a looser standard when compared with quantitative studies. the sample in question is the subjects related to the problem, in this study for example audience, performing arts observer, organizer of performing arts. one of the pilot study methods used in this research is depth interview, which is conducting relatively unstructured but extensive interviews with several participants related to the research problem. with this method, participants can express their opinions freely. in this study, researchers construct semi-structured interview questionnaires (interview protocol). interview protocols are focused on (1) reason for people watching or not watching the theater, (2) theatrical attributes, (3) the audience expectation, and (4) the audience development. 96 journal the winners, vol. 18 no. 2, september 2017: 93-108 the results of the interviews are then processed based on the interpretation of the researcher and discussed with some of the parties involved in the research (scharbo-dehann, 1993). this interpretive approach is an approach that animates qualitative research methods (goulding, 2002). the basic assumption of this interpretive approach is that data analysis does not occur under vacuum conditions, but is also influenced by the researcher's (louise, 2004) and subjective viewpoint (goulding, 2002). there are some weaknesses in the interpretive method. first, the results of the study will be subjective, intuitive, and influenced by the values of the researcher. this happens because the researcher is a research instrument. this weakness can be eliminated by using other parties to test the accuracy of the interpretation of the researcher (goulding, 2002). second, in general, this method does not have strict procedural rules because the variables have not been defined operationally. however, the weakness of this kind of research becomes more flexible, and researchers can make improvements towards research. with its flexible nature, the description of the problems in the field becomes more extensive and complete. third, there is the possibility of the research direction results become deviated from the initial goal. for the method of data collections that are semi-structured, taking a guide (the study protocol) is used to overcome these weaknesses. while using guidance but the guidance is not strict in order to extract a wider problem can still be possible. data are analyzed by observing patterns emerging from the data (scharbo-dehann, 1993; goulding, 2002; louise, 2004). the results of the interview and then convert into the written form called verbatim. furthermore, using the technique of codification, verbatim grouped into categories that are descriptive. one way is to do a line by line analysis (goulding, 2002). line-by-line analysis performed repeatedly is used to search for key words or phrases that provide insight into the problem of the study until the researchers capture a pattern. one indication of the identified patterns is words or phrases often appear in the data (brause, 2000). the codes are then grouped based on similarities in explaining behavior, which then identifies the relationships between groups of codes, to compile an explanatory model. the validity and reliability of qualitative research methods are generally different in size from quantitative research methods because of the subjective nature. trustworthiness is to measure the validity and reliability of qualitative research (cramer et al., 2014; cresswell, 1998; thurston, 2005) by four criteria. first, credibility, which shows the extent to which the study results can be replicated. in this study, credibility can be achieved by performing a cross-check with theory and cross-checked with the interpretation of the third party. second, transferability, which measures the extent to which the results of the study can be generalized. to achieve this criterion, the interviews in this study are conducted up to saturation, and the results of the study are analyzed using interview passages. third, dependability, which measures the dependence of the results of a study of the conditions and situation of data collection. in this study achieved with repeat listening, making verbatim, and to test the crossinterpretation of the third party. fourth, confirmability, to measure the extent to which the results of a study conducted an unbiased and data can be traced to its source. in this study participants are parties directly involved in the phenomenon under study. this exploratory study is part of the mixed method research (venkatesh, brown, and bala, 2013; fetters, curry, and creswell, 2013) which will be done in this research. the determination of selecting research participants for an exploratory study is tailored to the research objective to explore the reasons people watch the performing arts and are considered to know the information and phenomena to be studied. the participants of the exploratory study in this study are; (1) a group of actors and performing arts workers, (2) people who watched the performing arts, and (3) people who do not watch the performing arts. performers and performing arts workers are interviewed to get an idea of the condition of indonesian performing arts theater at the moment and to know the viewpoint of actors and workers factors influencing the intention …… (sri bramantoro abdinagoro) 97 on the marketing aspects of the performing arts and an understanding of the audience and audience building. performers and performing arts workers who are interviewed, namely; mrs. ratna n. riantiarno (teater koma) for approximately 50 minutes, and bambang prihadi (managing director of the federation of indonesian theater) for approximately 60 minutes. the next participant in the exploration study is theater performing arts audiences, 13 people. participant data, location, and duration of the interview can be seen in table 1. the audience participants are mostly interviewed at taman ismail marzuki, cikini, jakarta as a performing arts venue. while participants who are either non-spectators or do not like to watch are mostly interviewed at the participants' venue, others are located at tim. table 1 participants of theater performing arts exploration studies no. name occupancies position place of interview duration 1 rs private employee attendee participant house 35 minutes 2 sub private employee not attendee office 35 minutes 3 es bus. dev. manager attendee office 30 minutes 4 aw consultant not attendee participant office 47 minutes 5 s post grad student not attendee campus 42 minutes 6 a post grad student not attendee campus 40 minutes 7 wg consultant attendee café 42 minutes 8 js manager attendee tim 47 minutes 9 se entrepreneur attendee tim 40 minutes 10 z housewife not attendee tim 50 minutes 11 rr private employee attendee tim 41 minutes 12 bn private employee attendee tim 21 minutes 13 as under grad student attendee tim 27 minutes in interviews with performers and performing arts workers, the researcher does this with an open question because it aims to get as much information about theater performing arts. questions about the development of theater, the preparation of theatrical performances, how to market tickets for the show are some of the questions that arise in the interview and develop during the interview. the results of this interview are also used as inputs to compile interview materials to the next respondent. in the audience participants and not the audience, before conducting the interview, the researcher constructs an interview guide (study protocol). this is because the research applies semistructured method which means that the questions proposed already have guidelines that have been prepared beforehand with the aim of getting interview results that focus on interview questions. the questions asked in the interview are: question1: what are your reasons for watching theatrical performances? is there any other reason? what are your obstacles to watching the performing arts? this question is asked to find out more about why people want to watch the performing arts of the theater. the main reason what the causes of people want to stay watching to finish. in the context of people who are not watching the performing arts, the excavations of anything that becomes an obstacle to watching the performing arts are deepened. it is expected from this question to get the factors that cause people to watch or do not want to watch the theater performance arts. question 2: what factors or features encourage you to watch the performing arts? interestingly the art of theater performance is inseparable from the features attached to the performing arts of the theater. the layout of the stage, lighting, music, are some examples of features that exist in the performing arts theater. in addition, services both before and during the show, such as booking 98 journal the winners, vol. 18 no. 2, september 2017: 93-108 tickets, ticket prices, and comfort in watching the performing arts also become features that can be excavated on the participants. question 3: what do you expect/look for from watching the theater performance arts? before watching? while watching? and after watching? this question is asked to explore audience expectations for the performing arts that are watched. consumers who feel the expectations are met in general will get satisfaction. with this question, researchers want to know what the factors are the expectations and satisfaction of the performers. from this question, the researcher also wants to explore aspects of the viewing experience perceived by the audience. question 4: what would you do if you were satisfied watching the performing arts? what would you do if you were not satisfied watching the performing arts? this question is asked to know what behavior or actions the audience will perform after they have finished watching the theater performance arts. the reaction to a sense of satisfaction generally leads to the desire or intention of the consumer to buy back his product/service or do word of mouth on the product/service. these are the things that will be explored and may be found with this question. results and discussions a discussion of the participants' answers to the questions described in the preceding sections will be explained in the following sections. because of the semi-structured nature of the interviews, the application of the questions raised to the participants can develop according to the flow of the conversation and the emerging issues that are found in participant answers. the frequency of words that appear to be the answer of the participants can be seen in table 2. it indicates that this word or phrase can be a dimension or research variable. table 2 the keywords/phrases and frequency of appearance no. keyword freq 1 stories / narration / synopsis 61 2 actors / player 27 3 drifted / dissolves / carries / melts 25 4 mission / messages 18 5 music, musical accompaniment 16 6 atmosphere 14 7 entertaintment 14 8 place/venue 10 9 watching again 9 10 friend 8 11 theater name/brand 6 12 moment/momentum 6 13 self-image, more exclusive, more intellectual 6 14 satisfaction 5 15 wom 5 16 relaxation 5 in more detail, the words or phrases that appear in the interview can be described as follows. participants respond that the storyline or narrative is the factor that causes them to watch the performing arts of the theater. stories/narratives/synopsis is a factor that impresses the audience that factors influencing the intention …… (sri bramantoro abdinagoro) 99 becomes a tool for analyzing performances and gets them carried away. here are excerpts of interviews with some participants. participant aw: “for example, my experience is watching japanese puppet theater at tim ... although the language is not understood because of japanese ... but there is a narrator who tells stories .... what impressed me was the storyline or synopsis ... in my opinion it was very impressed.” participant sub: “during watching we observe or follow the plot of the story, at least we analyze what the meaning of the story, what mission or message will be brought or delivered by the director, there are times when i might become contemplative with the story line ...” participants rs: “can enjoy also sometimes because we've read the synopsis in the book... from it... synopsis so important... because the new can guess where the direction of the story ... how the actors that play it...” wg participants: “if the theater maybe if the story laughs at themselves for example, it's also interesting to watch...” participant js: “in the theater it brings together the music and the play, so it is nice to watch, sometimes there are times only with the movement and accompanied by the music alone the audience can already know what is implied in the theater, especially if there is an old javanese song that makes me feel the atmosphere javanese land. i love stories interspersed with jokes, so not too serious...” participants mention the importance of actors or players to encourage them to watch theatrical performances. the focus in watching is generally also because the actor or player can bring the story to life. as in the following interview results: participant es: “i consider the actor to be important, because through his performance so live ...” participant rs: “actors are important too ... let alone we can get closer physically with actors ... and see how they play ...” participants js: “second: players, at least i know the quality of the playing because a good actor can feel the play with that fitting and make the audience float” participant se: “players must be the first because experienced players can turn on the playing that he played .... i definitely choose to choose whether you want to watch the theater.” participant z: “one of them, a professional player, because with experienced players, more animation and fused in the story ...” participants also mention the word drift, dissolved, carried away when the question of why interested in watching the theater. drizzled, dissolved, or carried away are the expression of participants when excavated what is the strong reason they enjoy the spectacle. some participants answered as follows. participants aw: “what impressed me was the storyline or synopsis ... i think it was very impressed... made me drift especially with the background music that uses the japanese rebab....” participants rs: “... let alone watching with live performances ... we can share the emotions of other audiences ... so can together fun to watch...” 100 journal the winners, vol. 18 no. 2, september 2017: 93-108 participants eg: “the only tone played and another dance slowly ... but from there are 4 photographers to forget to take pictures ... luckily there is one person who turned on the video, so there is also the tape... well everything was drifting in the show, including me....” participant js: “i'm an audience, so always expect exciting performances that can make me drift in the story and give a moral message that can be understood ...” participants se: “the stage layout and decoration should also be good and match the title of the story to be delivered so that the audience can feel like in real life and drift in the story... “ the sense of drift, dissolved, carried away is also indicated by a time-distortion participant as indicated by the following participant's answer. participant rr: “if i've watched the theater sometimes i forget the time, especially if the story fits in my heart, sometimes i like to cry if the story has really touched the heart...” the message or mission or meaning to be conveyed in the show becomes the answer that comes from the participants. messages, missions, or meanings are generally sought by participants in watching and enjoying the show. some participant statements are as follows. participant sub: “... at least we analyzed what the story meant, what mission or message would be brought or delivered by the director, there were times when i might be contemplating the plot...” participant s: “it is expected that we watch ... in fact, if we get the message that the story or the show wants to convey ... we will be satisfied ... it means that our image is the same as we imagine...” participant js: “i'm an audience, so always expect exciting performances that can make me drift in the story and give a moral message that can be understood...” participants as: “what i expect from a theater is the meaning of the story. can represent me in everyday life, and be an example in everyday life, thus creating a new atmosphere in life...” the right musical accompaniment and in accordance with the course of the story becomes the participant's answer to the question of the performing arts. music is part of the show that cannot be released, and even become a tool to sweep the audience. participants aw: “scenarios are also yes ... also, music that supports ...” participant s: “or if the music or the background fits the story or setting ... we might consider watching ...” participant es: “the next one is gamelan/music... or the music support... so, we know when the atmosphere of the show goes into the tense part... the sad part... the lighter part or the funny part...” participant rs: “the stage lighting or stage decoration is important... as well as the music because that's what builds up the scene when the show goes... and that builds our imagination too... “ participants argue that one of the important things in watching the performing arts is the atmosphere during the show. here is the answer from the participants. participant aw: “i think because it feels different atmosphere... then the usual/popular show... there is an atmosphere or momentum that fits me at that time... or i got something from that show... that's what makes it addictive...” factors influencing the intention …… (sri bramantoro abdinagoro) 101 participants es: “after watching, of course, we want the atmosphere to be better... yes, the mood... the feeling... meaning that there was a burden of being lost... well, this momentum is good...” participants bn: “... because of the time we watch, we will get carried away so that the saturation and bored can disappear instantly...” participants argue that one of the reasons they watch the performing arts is for entertainment. this becomes an impulse to watch. here is the answer from the participants. participant sub: “the rest is yes... it is looking for entertainment only... if we understand or the message until according to our version... it is so entertaining ...” participant s: “according to us... entertainment element is much more important... let the audience lightly get entertainment...” participants es: “i would rather watch the happy ending story... so watch it... at least it should be memorable and entertaining... for example if the story is romantic keep happy ending... it's nice... happy we made it...” participant js: “i love stories interspersed with jokes, so not too serious... entertaining...” place or leisure becomes one of the reasons to watch the performing arts. some become obstacles, but some are important for consideration is for entertainment. here is the answer from the participants. participants aw: “no time, anyway the distance of the house and the venue is too far away, i am in cikarang... while the show is in jakarta (tim / pasar minggu).” participant s: “if asked why not watch... yes ... the ticket price is relatively expensive times... also the place is far away, access to the venue is far away...” participants sub: “once in yogja because it was close, the location was not important. now if in jakarta, yes... must first see which theater who want an appear... “ participant es: “if the show location, for me no problem.... where the good theater appears...i’ll watching”. participant js: “i prefer to watch the theater in goethe and tim because of its convenient place and strategic access ...” this is the participant's answer to his wishes or plans after watching an art performance. the intention of watching again is an important factor for the performing arts. watch again, interpreted as watching the theater with another story, not to watch on the same theater story. some snippets of participant answers: participant aw: “yes... i think once you've finished watching you want to watch again for a different spectacle, that means just watch it once for one show...” participant sub: “if asked what would watch again... just watch once.... but if it means watching another theater... yes ... want to watch it again... because it will meet new things again... yes back to your first question... why did i watch the theater...” 102 journal the winners, vol. 18 no. 2, september 2017: 93-108 participant rs: “if asked what to watch again... o yes, it is sure... why? because of the curiosity of the storyline and the performances... also the most important is the atmosphere in the staging... the atmosphere of the stage... the curiosity... environment it is... “ participant js: “i will watch again as long as with the existing story of regional art elements, be it costumes, music or whatever there is an element of local art. what i like most is javanese art. because i am from java ...” participants bn: “if i am satisfied with the theatrical performance, i will come back to watch the next... “ participants as: “cheap tickets may be considered for the next theater, but if the tickets are expensive, maybe i will look for other entertainment...” the word "friend" is the word that comes up on the answer of the participant especially when asked why watching and why to want to watch again. some snippets of participant answer: participants wg: “watching other than likes, wom's influence from friends is also important... because at least have the same references that have been watching, let alone our friend's people who know enough and one genre with me... i have friends in suara pembaruan newspaper...” participants as: “this is my first time to watch the theater. in addition to entertainment, friends on campus often tell about the laskar pelangi theater and it makes me curious about their stories, so i watch...” participants sub: “used to watch because of friends e.g. from campus theater, telling me that where they will be play...” the theater name or theater brand becomes one of the considerations of participants in deciding to watch the performing arts, even a major reason for some participants. as in the following interview excerpt. participant s: “the actor or actress is important... see who the actor is... just consider watching it... next to the name or the title of the theater ... if for example know that bengkel teater rendra... we know it rendra ... “ participants sub: “watching is also driven by the theater's name. if the name of the theater is popular or famous or at least ever know, usually the desire to watch higher.” participants rr: “the reason i watch is in addition to the hobby of watching the theater, there are other factors ... like from the theater that appears is famous whether or not the theater, as well as its quality and integrity players ... “ moment or momentum is the answer that many participants expressed when asked fun watching the theater and the reason to watch the theater. moment or momentum is also associated with feelings of drift or dissolve the audience in enjoying the show. here are the participants' answers: participant aw: “that later during the show we find momentum or that's what i said at the beginning as the experience gets a different atmosphere… what is it... then dissolves in the show... to get a surprise... or sensation... personal experience...” participants es: “after watching, of course we want the atmosphere to be better ... mood... feelings atmosphere... meaning that previously there is a burden of being lost... well this momentum is good... “ factors influencing the intention …… (sri bramantoro abdinagoro) 103 participant wg: “what to expect? yes, i want something to get... so i wait for my moment to dissolve it... if asked what... hard.... that's something subskill... because it depends on each interpretation ...” participants respond that they feel they have more advantages, such as feeling more intellectual and more having a class, self enhancement or can be said as self-image if watching the theater than by watching other types of spectacle. here is the participants’ answer about self-image. participants aw: “such performances become more serious... more profound... so by watching it makes me feel... what is it... self-enhancement or an improvement for myself, so is... feeling more than just watching a regular show... “ participant s: “but i think the theater has an own-segment... general education is high so it's easy to digest the show... if watching it... it's so feel higher... than watching the other... more intellect is... higher grade...” participants rs: “watching the theater also feel there is something more... most do not feel more exclusive, more intellect is.... watching the theater also needs knowledge... comprehension... contemplation.... “ getting satisfaction is one of the people's goals in watching the performing arts. here is the participants’ answer to the question about satisfaction. participant rs: “after watching the expected course of satisfaction... satisfaction can watch for fun... “ participant rr: “what to look for from watching the theater is satisfaction, which can make a person more relaxed and relaxed, like a sense of being reborn...” participant bn: “what i expect from watching the theater is satisfaction... because we are watching to seek entertainment and get rid of saturation, so after we finish watching, we feel be fresh again... “ participants argue that word of mouth (wom) as one of their reasons for them to watch the performing arts. one indication of the occurrence of wom is the act of sharing stories. here are the participants' answers: participant es: “after watching i like to share... about the experience of watching... i am a person who likes to tell stories... so sharing that story interesting me... then convince people with the story...” participant wg: “watching other than likes, wom's influence from friends is also important... because at least have the same references that have been watching, let alone our friend's people who know enough and one genre with me...” participant js: “not to mention the other theater. how do people want to watch if only with the promotion of word of mouth? we see every theater always watching certain people only.” want to relax is the participants' answers to questions related to their wishes and expectations while enjoying the performance of the performing arts. here are the participants' answers: participants aw: “some words that i think represent art performances or theater... entertainment ... realism or satire... relaxation... message... the show itself (play)... “ participant s: “i think the theater connotes/synonyms with: entertainment, comedy, realism, relaxation, sadness, a message. “ 104 journal the winners, vol. 18 no. 2, september 2017: 93-108 participants rr: “what to look for from watching the theater is satisfaction, which can make a person more relaxed and relaxed, like a sense of being reborn...” conclusions from the exploration results with at least 16 keywords or phrases obtained, the researcher analyzes and classifies the keywords and phrases with the same meaning and understanding that existed in each word. there are 8 (eight) constructs formed based on these keyword groupings. the eight constructs are; the first is researcher classifies stories/narrations, messages/missions, and companion music in the construct of the variable “theater play”. this is the main content in the performance or performing arts services. in general, the main content of the show is packed by the director that is to deliver messages/missions are woven into a story/narrative. to live and communicate the message/mission, it is accompanied by accompanying music that helps to provide and reinforce stories and messages/missions or code that can be received by the audience. the second is the researcher classifies the actors/players and the name/brand of theater in one variable of the “theater reputation”. based on the results of the exploratory study, the audience generally considers who the actors/players will play in the show and consider who theater will be performing or in other words the name or brand of the theater. the researcher assumes that the good actor/performer and theater name is the theater's reputation. the third is entertainment, relaxation, and self-image, researcher grouped in “goal achievement” variable. this is a strong reason people watch, which has a goal. in the exploratory study, it is found that the purpose of watching people is to get entertainment and relaxation combined into entertainment, as well as to get a self-image (selfenhancement). for example, it is found that watching theater performing arts; a person feels more enhanced in his class, feels more intellectual than watching a movie. the fourth is the atmosphere and place or comfort of the place is grouped in a variable “theater atmosphere”. theater atmosphere is formed from the atmosphere that is awakened both in the room while watching and the condition of the place where the show is comfortable. so this is the reason people to watch theatrical performances. the fifth is one keyword becomes its own variables namely, “satisfaction”. satisfaction is the result of the perceived audience after watching the performance art. the sixth is the sense of drift/soluble, moment/momentum is grouped into one variable that is “flow”. flow is the feeling of the audience who feel soluble and lost in watching the performing arts. the results of the exploratory study, indicating the flow of respondents / spectators feel dissolved and drift, awakened together the atmosphere created during the show, the audience also awaits the moment/momentum dissolve or get learning. the seventh is “the intention of watch again”. while still referring to the concept of repurchase intension, but avoiding misunderstanding, researchers do not use "watch intention" because it can be interpreted to watch on the same story or theater in the previous spectacle. the intention to watch again is understood that the audience will be watching another show on another story or theater, not on the same story because the nature of the theater spectacle is unique. it is felt by the audience only once at a certain time and location. the eighth is “word of mouth” that refers to the intention to disseminate information to others or to encourage friends to watch the show. the summary of the results of the exploratory study can be seen in table 3. the results of this exploratory study at the next stage of the research will be the input of the research model. factors influencing the intention …… (sri bramantoro abdinagoro) 105 table 3 summary of exploration study results keyword variabel story/narration theater play messages/mission music actors/players theater reputation theater name/brand 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(niko fanbasten) 95  enhancing business performance through learning organization and knowledge sharing capability: the mediating effect of innovation capability using pls method niko fanbasten department of business studies, uppsala university dept. of business studies, box 513, s-751 20, uppsala, sweden ntwins2003@hotmail.com abstract this research aims to analyze descriptive condition of learning organization, knowledge sharing capability, innovation capability, and business performance perceived by employees at pt sit global systems, an it consultant company. besides, research is to analyze influence of learning organization and knowledge sharing capability (exogenous variables) on innovation capability and business performance (endogenous variables) in the company. this research used descriptive statistics and associative methods, with primary and secondary data obtained from observation, interview, and questionnaire to 50 employees as respondents. the data then were analyzed with smartpls 2.0 software by measuring loading factor (convergent validity), cross loading (discriminant validity), and reliability for outer model, and interpretation of r2 value, path coefficient, and total effect for inner model. research found that the descriptive condition of learning organization and knowledge sharing capability was on average level, whereas the descriptive condition of innovation capability and business performance was perceived well by the employees. research concluded that learning organization has positive and significant influence on innovation capability; knowledge sharing capability has positive and significant influence on innovation capability; innovation capability has positive and significant influence on business performance; learning organization has positive and significant influence on business performance, directly and indirectly through innovation capability; and knowledge sharing capability has positive and significant influence on business performance, directly and indirectly through innovation capability. keywords: learning organization, knowledge sharing capability, innovation capability, business performance, pls, mediating effect abstrak penelitian bertujuan untuk menganalisis kondisi deskriptif learning organization, knowledge sharing capability, innovation capability, dan business performance yang dirasakan oleh karyawan pt sit global systems, sebuah perusahaan konsultan it. selain itu, penelitian menganalisis pengaruh learning organization dan knowledge sharing capability (variabel eksogen) pada innovation capability dan business performance (variabel endogen) perusahaan. penelitian menggunakan metode statistik deskriptif dan asosiatif, dengan data primer dan sekunder yang diperoleh dari observasi, wawancara, dan kuesioner kepada 50 karyawan sebagai responden. data yang diperoleh kemudian dianalisis menggunakan software smartpls 2.0 dengan mengukur loading factor (validitas konvergen), cross loading (validitas diskriminan) dan reliabilitas untuk model luar, serta interpretasi nilai r2, koefisien jalur, dan jumlah efek untuk model dalam. hasil penelitian menunjukkan bahwa kondisi deskriptif learning organization dan knowledge sharing capability pada tingkat rata-rata, sedangkan kondisi deskriptif innovation capability dan business performance dianggap baik oleh karyawan. penelitian menyimpulkan bahwa learning organization berpengaruh positif dan signifikan terhadap innovation capability; knowledge sharing capability berpengaruh positif dan signifikan terhadap innovation capability; innovation capability berpengaruh positif dan signifikan terhadap business performance; learning organization berpengaruh positif dan signifikan terhadap business performance, baik secara langsung maupun tidak langsung melalui innovation capability; dan knowledge sharing capability berpengaruh positif dan signifikan terhadap business performance, baik secara langsung maupun tidak langsung melalui innovation capability. kata kunci: learning organization, knowledge sharing capability, innovation capability, business performance, pls, pengaruh perantara 96   journal the winners, vol. 15 no. 2, september 2014: 95-107  introduction every established organization must have an objective to be successful and maintain the business success under whatever circumstances it is in by improving its performance. these days during the globalization and era of high technology advancement, to succeed in business, competition exists everywhere and impossible to be put off. therefore in this fierce competitive business environment, there is a need for companies to have distinctive capabilities in order to distinguish them to other companies. in order to keep improving organizational performance, one of the capabilities that companies must have is innovation. to foster firm’s innovation capability, which has always been linked and resulted to higher business performance, is not an easy task to be done. human resources are crucial nowadays and employees are considered to be essential assets to an organization. the firm’s capability of doing innovation depends on each individual’s knowledge within the companies. knowledge sharing is an important issue for companies to develop new knowledge, which bring about innovation to occur when employee knowledge is shared in organization. beside knowledge sharing capability, innovation within firm can be fostered through learning process, in which, the firm turns into learning organization. it is crucial that organizations must continuously learn to anticipate the high uncertainty of competitive business environment because the level of performance and improvement needed today requires learning. pt sit global systems is a consulting firm, which provides it and tax consulting service. it was established in 1997 by mr. park hyung dong (박형동) and is located in kebayoran baru, south jakarta. mr. park originally came from south jeolla province (전라남도) in south korea. he first came to indonesia as a foreign worker for a south korean company in 1988. not until the year of 1997, he first started establishing his own company called “sol-it”, which is the stepping stone of pt sit global systems. having the advantage of being a south korean and understanding business system in indonesia, mr. park attracts most of the clients from south korean companies, which expanding their business in indonesia and pt sit global systems’ main target of customer is south korean companies. according to south korean embassy for indonesia (2013), the number of south korean companies established in indonesia has been growing significantly from year to year and even more since한류 (korean wave) in 2000s. as of now, there are approximately 31.000 south korean people and 1.200 south korean companies in indonesia. despite the prospective opportunity of increasing number of south korean clients and networking with south korean companies, which have been popular for technological advancement, pt sit global systems has been struggling to improve its performance to expand the business success further, which is shown from the company’s total revenue stagnant within these last five years, which only grows less than 4%. in an interview with mr. park, he stated that the problem takes its focus on financial, as the company is going to expand its business to trading (import and export), however revenue growth within these past years does not support the idea. with less than 4% revenue growth is considered low, in comparison to other it consulting in the industry. mr. park also stated the employees do not engage in their work for the company, for example concerning employee loyalty to the company leads to the high turnover rate. from the observation and interview with employees at the company, some stated that they were quite unhappy with the work environment, felt like no further learning opportunities, no opportunity for communication or participation, career advancement and felt misfit in the company as mr. park has to consistently control everything and order for each employees on what they have to do in their work. whereas it has been noticed that the employees are left behind for having no opportunity of active participation and no further learning opportunities either as an individual or as a team, leaving the employees feel the need to speak up their ideas, share their minds, and utilize their knowledge. pt sit global systems is in it industry, which is a fast-growing industry, in order to generate high business performance, innovation is crucially needed. there should be a support that enhancing business performance..... (niko fanbasten) 97  enhances innovation within the company to generate higher innovation capability. therefore, based on the phenomenon occurred, the problem that sparks stagnancy of business performance basically comes from the lack of support to innovation and open participation for new ideas and lack of support of learning to obtain new knowledge and sharing opportunities among members within the company. based on the problem stated above, the problem identification of this research is as follows. how is the descriptive condition of learning organization, knowledge sharing capability, innovation capability and business performance at pt sit global systems? how is the influence of learning organization on innovation capability at pt sit global systems? how is the influence of knowledge sharing capability on innovation capability at pt sit global systems? how is the influence of innovation capability on business performance at pt sit global systems? how is the influence of learning organization on business performance at pt sit global systems directly and indirectly through innovation capability? how is the influence of knowledge sharing capability on business performance at pt sit global systems directly and indirectly through innovation capability? therefore, purpose of research is (1) to understand the descriptive condition of learning organization, knowledge sharing capability, innovation capability and business performance at pt sit global systems (t-1); (2) to analyze how is the influence of learning organization on innovation capability at pt sit global systems (t-2); (3) to analyze how is the influence of knowledge sharing capability on innovation capability at pt sit global systems (t-3); (4) to analyze how is the influence of innovation capability on business performance at pt sit global systems (t-4); (5) to analyze how the influence of learning organization on business performance is at pt sit global systems directly and indirectly through innovation capability (t-5); (6) to analyze how is the influence of knowledge sharing capability on business performance at pt sit global systems directly and indirectly through innovation capability (t-6). kolb (1976) stated: “learning is the process whereby knowledge is created through the transformation of experience.” learning is not solely what we do when we are in school or college, learning is crucial too during work life, when we transfer our basic knowledge obtained from formal education into practical in life of work. learning happens throughout our lives. the world is changing quickly, thus, aside from learning as an individual, organizations must learn too, in order to survive and grow (michael, 1985). all organizations learn, whether they consciously choose to or not, because learning is a fundamental requirement for their sustained existence (kim, 1993). peter senge is considered to be the "father" of learning organization (dumaine, 1994). the learning organization concept gained broad recognition when senge published his best-selling “the fifth discipline” book in 1990. learning organization is organization where people continually expand their ability and continuously learn (senge, 1990:3). according to maryani, donna and hapsari (2010), these are the reasons why to the need of learning organization: (1) intense business competition, (2) synergy among members, (3) rapid changes, (4) future and uncertainty anticipation. senge (1990), who popularized the concept of learning organization, stated that in order to build a learning organization, five dimensions are necessary. the five dimensions of learning organization are system thinking, shared vision, personal mastery, mental methods, and team learning. system thinking is described as understanding the inter-relationships and to act more in tune with the larger system in organization. it is expected that members must see the organization as a whole, not as collection of a few individuals. systems thinking describes the understanding of interdependence. when members start to see the larger system in which they are a part of, they can take supportive actions to work together in order to support coordination of work within an organization. the leaders must have their vision, which set for the goals of the organization to lead and direct where the organization is going to go. to build the synergy among leaders and employees about the vision of the organization by developing shared images of the future the organizations seek to 98   journal the winners, vol. 15 no. 2, september 2014: 95-107  create, and the strategies and guiding practices by which they hope to get there. by having wellcommunicated vision, it helps planning for the future, determining reaction to current events and guiding at moments of decision (calantone, cavusgil and zhao, 2002). personal mastery explains the willingness of members within organization to learn, in order to grow both as an individual and as member in the organization. personal mastery explains individual learning to expand our personal ability to create the results we most desire. organizations are needed to be flexible and open to new methods. organization must be willing to learn new methods, which are appropriate to replace the unwanted or previous methods. every member has their own knowledge and experience that has to be shared and learned together in order to build a team with learning concept within the organization. transforming individual learning into collective learning, so that groups of people can develop intelligence and ability greater than the sum of individual members’ talents. knowledge is defined by the oxford english dictionary as (i) expertise and skills acquired by a person through experience or education whether the theoretical or practical understanding of a subject, (ii) accumulation of information is known in a particular field. knowledge management consists of four main processes, which are the process of capturing, storing, sharing, and using knowledge within an organization (nonaka and konno, 1998). there are some characteristics of knowledge (halal, 2008) and one of them is that “knowledge increases when shared”. knowledge sharing is a process of interpersonal interaction in which knowledge is exchanged (fatt and khin, 2010). knowledge sharing capability is the ability of members to share their work-related experience, expertise, know-how, and knowledge with other members through interactions within or across units (kim and lee 2006). according to mathuramaytha (2012), there are three dimensions for knowledge sharing capability. firstly, willingness to share knowledge, the willingness to learn new things is an initial for the development of knowledge management. many employees are unaware of the importance of sharing knowledge. cabrera et al. (2006) discovered that openness is a main predictor of knowledge sharing. secondly, capability to learn, learning can come from various sources, mainly experience from other members within the organizations. in this study, capability to learn is defined as the ability of employees to learn through experience. thirdly, capability to transfer knowledge, firms can encourage and give opportunities to employees to think freely, to communicate ideas openly and to utilize knowledge to formulate innovation (jaw and liu, 2003). in this study, capability to transfer knowledge is defined as the ability to utilize knowledge for the benefit of firms. as previously explained knowledge sharing is positively related to firm innovation capability and enhances organizational performance (collins and smith, 2006). connelly and kelloway (2003) investigated a number of factors that impact employees perceptions of knowledge sharing. the identified factors can be broadly categorized into groups: organizational factors (management support, organizational climate, organization size), individual factors (gender, age, employee relation). gopalakrishnan and damanpour (1997:16) argued that innovation means “something new”. in this rapid change of business environment, nothing is ever certain. change is usually considered as a threat. a firm must be responsive to see the changes in business environment by exploiting the change into opportunities by doing innovation. innovation capability is defined as comprehensive set of characteristics of an organization that support innovation activities (burgelman et al., 2004). according to kasim and noh (2012), there are three dimensions to identify innovation capability of organizations, which are innovativeness, capacity to innovate, and willingness to change. innovativeness is the readiness of organizations to adopt new ideas and transform them into new products or services, which supported by characteristics of organizations. the degree of innovativeness is examined through characteristic of open participation and risk taking in organizations. hurley and hult (1998:44) explained the open participation is openness for new ideas enhancing business performance..... (niko fanbasten) 99  as important aspect of organizational innovativeness. organizational climate is crucial to support the condition of openness for new ideas. opportunity must be given by organizations for every voice to be heard (ahmed, 1998). aside for open participation, risk taking is indeed crucial for innovativeness. organizations can enhance its readiness for implementing new innovation by encouraging employees of risk taking. despite the uncertainty condition of new innovation, risk tasking behavior must be encouraged. kasim and noh (2012) argued it is not enough for organizations to encourage risk taking behavior, but they must be willing and able to do innovation. organizations’ capacity to innovate can be identified through commitment and implementation of new innovation. business environment nowadays is volatile and uncertain, customer becomes dynamic, and therefore, organizations must be able to continuously respond to the change immediately in order to stay competitive. failure to cope with the changes in business makes organizations definitely left behind by competitors (kasim and noh, 2012). organizational performance defines as the degree of accomplishment (keban, 1995). this technically means that performance of an organization can be seen through how far an organization accomplishes objectives it set before. indicator for business performance measurement needs to be linked to the objectives of the organization. according to ho (2011), suitable indicators of business performance in it industry are financial performance, market performance, and technology performance. financial performance refers to the extent to which the organization performs financially. mostly it is indicated by total sales growth. market performance refers to the extent to which the organization performs in market. it is indicated by growth of new market. technology performance refers to the extent to which the organization performs technologically. it is indicated by technological advancement to learn new methods within organization. hence, figure 1 describes the conceptual framework of this research. hypotheses of this research are below the figure. figure 1 conceptual framework hypotheses: h1: there is influence of learning organization on innovation capability. h2: there is influence of knowledge sharing capability on innovation capability. h3: there is influence of innovation capability on business performance. h4: there is influence of learning organization on business performance directly and indirectly through innovation capability. h5: there is influence of knowledge sharing capability on business performance directly and indirectly through innovation capability. (x1) learning organization (y) innovation capability (x2) knowledge sharing capability (z) business performance h1 h4 h5 h3 h2 100   journal the winners, vol. 15 no. 2, september 2014: 95-107  research methods the type of this research is descriptive and associative. descriptive research was conducted to describe general condition of each variable. associative research was conducted to understand the relationship among independent variables and dependent variable. in this research to understand and analyze the influence of learning organization and knowledge sharing capability on innovation capability and the impact to business performance at pt sit global systems, survey must be conducted. survey is a method of research done within a population, but the data taken for the research is based on sample of the population (sugiyono, 2006:7). due to the limitation of amount of object, every population was included in this research without sampling method, which is called census. population in this research was all of the employees in total of 50, excluding ceo, at pt sit global systems. time horizon used is cross-sectional, a study conducted by collecting data only once in a certain period, to answer questions related to the topic of this research (sekaran, 2007:177). in this research, type of data used is qualitative, which was obtained from the questionnaire to employees of pt sit global systems. there are two types of source of data, which are primary and secondary data. primary data was obtained from interview with ceo of pt sit global systems, doing observation, and through questionnaire to all employees of pt sit global systems, in total of 50 employees as unit analysis. meanwhile, secondary data was obtained from existing information and gathered to complete primary data. the data obtained from questionnaire to the employees of pt sit global systems was processed with smartpls 2.0 software. first testing was outer test or measurement model for validity and reliability construct test. then, inner model test would be done to find influence or effect among each construct based on each hypotheses. results and discussion research findings for respondent profile show from the total of 50 respondents, the majority is male (84%) with the total of 42 respondents, whereas female makes up 16% (8 people). while according to aspect of age, there are 4 respondents (8%) in the category of less than 20 years old. class of 20s makes up for 32% with 16 respondents, whereas 4 respondents (4%) are in the 30s age and the highest percentage of 52% (26 respondents) are in the age span of 40 to 49. the youngest respondent is 18 years old (2 people), while 44 years old being the oldest (2 people). according to duration of employment, it is known that 16 respondents (32%) have been working at pt sit global systems for less than a year, while 10 respondents (20%) have been working within span of 1 to 2 years. 6 respondents (12%) have been working for 2 to 3 years, and 2 respondents (4%) have been working for 3 to 4 years and 4 to 5 years each. respondents who have been working for more than 5 years make up for 28% (14 people). it is known that there is a big gap between employment duration, where the highest percentage are in the early year category (<1 and 1 to 2 years) and late year category (> 5 years). as purpose of research as being described as t-1 to give insight on descriptive condition of learning organization, knowledge sharing capability, innovation capability, and business performance as they are perceived by all respondents (employees) at pt sit global systems, questionnaire was conducted. data obtained from the 4-point likert scale questionnaire is tabulated and analyzed in descriptive statistics through the value of mean and standard devation. to interpret and give category of label to the value of mean of each variables is divided into 4 categories: poor (1-1.75), average (1.76-2.5), good (2.51-3.25) and excellent (3.26-4). the result for descriptive statistics of each variables are: learning organization is perceived average (2.452), knowledge sharing capability is enhancing business performance..... (niko fanbasten) 101  perceived average (2.433) and innovation capability and business performance are perceived good with the value of mean of 2.524 and 2.713 respectively. in this research, there are 4 latent variables, consisting of two exogenous variables (learning organization and knowledge sharing capability) and two endogenous variables (innovation capability and business performance). learning organization/lo ( ) construct is measured by 5 indicators (x1x5), knowledge sharing capability (ksc/ ) construct is measured by 3 indicators (x6-x8), innovation capability (ic/ ) construct is measured by 5 indicators (y1-y5) and business performance (bp/ ) construct is measured by 3 indicators (y6-y8). in pls method, first must be conducted the test of outer model (convergent, discriminant validity and reliability) then inner model. convergent validity test is to measure how the indicator or manifest variable of a latent construct correlates one to another. convergent validity test can be done with the criteria of value of loading factor and t-value of each loading factor. an indicator is considered valid if the value of factor loading ≥ 0.7 and t-value ≥ 1.96. the result for value of loading factor is ≥ 0.7 and t-value for each indicator is ≥ 1.96, indicating each indicator is valid within convergent validity test. after the test of convergent validity, discriminant validity test must be conducted through the value of cross loading of indicator to its construct. discriminant validity test is useful to measure how highly correlated of indicators to its construct, compare to other constructs. if the cross loading of the indicator for its construct is higher than for other constructs, it means that the construct predicts its indicator better than other constructs. the result for value of cross loading factor is that the value of loading factor of x1 is 0.7384 and is higher for its construct of learning organization (lo) than other constructs (knowledge sharing capability/ksc, innovation capability/ic and business performance/bp). the same condition goes to all the indicators from x2 to y8 in this research. it means the correlation of the indicator with its construct is higher to compare with other constructs. overall, it complies to the criteria of discriminant validity. besides cross loading test, discriminant validity can be measured through comparing value of square root of average variance extracted (√ ) to its latent variable correlations. the result of ave and √ value and the value of latent variable correlation are given below (table 1 and table 2). table 1 construct ave constructs  ave √ lo 0.6518 0.8073 ksc 0.6038 0.7771 ic 0.8088 0.8993 bp 0.7908 0.8893 table 2 latent variable correlation latent variable correlation lo ksc ic bp lo 1 ksc 0.7485 1 ic 0.7418 0.7158 1 bp 0.7634 0.7172 0.8346 1 102   journal the winners, vol. 15 no. 2, september 2014: 95-107  measurement model test with the value of √ e is to compare the value of √ for each construct to the value of latent variable correlation inter-construct. if the value of √ is higher than the value of latent variable correlation inter-construct, then discriminant validity is good and the value of ave for each construct to be recommended > 0.5 (yamin & kurniawan, 2009). it is shown above that the values of ave for learning organization (0.6518), knowledge sharing capability (0.6038), innovation capability (0.8088) and business performance (0.7908) are higher than 0.5, thus, discriminant validity through the value of ave is good. it is also shown above that the value of √ is higher than the value of latent variable correlation inter-construct. the value of √ of learning organization is 0.8073 and is higher than value of latent variable correlation inter-construct (0.7485, 0.7418, and 0.7634). the same goes with the value of √ of knowledge sharing capability is 0.7771 and is higher than the value of latent variable correlation inter-construct (0.7485, 0.7158 and 0.7172). the value of √ of innovation capability is 0.8993 and is higher than the value of latent variable correlation inter-construct (0.7418, 0.7158 and 0.8346). the value of √ of business performance is 0.8893 and is higher than the value of latent variable correlation inter-construct (0.7634, 0.7172 and 0.8346). therefore, the criteria for discriminant validity are complied. after convergent and discriminant validity, the last step of measurement model test is reliability test (table 3), which can be seen through the value of composite reliability must be >0.7 and the value of cronbach’s alpha must be > 0.5. table 3 reliability test construct composite reliability parameter reliability cronbach’s alpha parameter reliability lo 0.9028 > 0.7 reliable 0.8645 > 0.5 reliable ksc 0.8205 > 0.7 reliable 0.6772 > 0.5 reliable ic 0.9548 > 0.7 reliable 0.9401 > 0.5 reliable bp 0.9184 > 0.7 reliable 0.8657 > 0.5 reliable after measurement model test (convergent validity, discriminant validity and reliability), then inner or structural model must be tested, with the result of r square and the interpretation which indicates that 78.71% innovation capability variable is influenced by learning organization and knowledge sharing capability, and the remaining 21.29% is influenced by other factors outside variables being studied in this research. business performance variable is influenced by learning organization, knowledge sharing capability and innovation capability at 89.83% and the remaining 10.17% is influenced by other factors. as it is mentioned earlier, there are 6 purposes of this research; t-1 has been explained previously to describe condition of learning organization, knowledge sharing capability, innovation capability and business performance as they are perceived by employees at pt sit global systems. here are the research findings on purpose of research from t-2 to t-6 given below to analyze the influence among variables (table 4). enhancing business performance..... (niko fanbasten) 103  table 4 direct and indirect effect influence/effect of variables influence/effect t-value significance direct indirect total direct indirect t-stat learning organization (lo) to innovation capability (ic) 0.5257 0.5257 6.5162 >1.96 knowledge sharing capability (ksc) to innovation capability (ic) 0.4223 0.4223 5.3229 >1.96 innovation capability (ic) to business performance (bp) 0.6368 0.6368 9.7596 >1.96 learning organization (lo) to business performance (bp) 0.2377 0.33477 0.5725 4.4171 7.7993 >1.96 knowledge sharing capability (ksc) to business performance (bp) 0.1197 0.2689 0.3886 2.2994 5.1753 >1.96 from the summarization table above, it is concluded the total effect, direct effect and indirect effect (without mediation) of each hypotheses. according to t-value significance, it is concluded that each effect of variables whether directly or indirectly proves to be significant and positive, as t-calculated is bigger than t-statistics. there are two types of mediation, namely full mediation and partial mediation (baron and kenny, 1986). it is concluded that effect of learning organization on business performance through mediating effect of innovation capability is partial mediation, as there is significant influence of learning organization on business performance both directly and indirectly through innovation capability. it is also concluded that effect of knowledge sharing capability on business performance through mediating effect of innovation capability is partial mediation, as there is significant influence of knowledge sharing capability on business performance both directly and indirectly through innovation capability.       figure 2 direct effect coefficient (x1) learning organization (y) innovation capability (x2) knowledge sharing capability (z) business performance 0.4223 0.5257 0.6368 0.2377 0.1197 104   journal the winners, vol. 15 no. 2, september 2014: 95-107  conclusion from the findings of this research, the conclusions are as follows. the level of learning organization of pt sit global systems is perceived on average level, the level of knowledge sharing capability of pt sit global systems is average, whereas the level of innovation capability and business performance of pt sit global systems are perceived good. learning organization has influence on innovation capability at pt sit global systems. the effect between learning organization and innovation capability is mainly because of becoming a learning organization, which emphasizes individual learning and collective learning, promotes new ideas as in creativity in helping the organization to be distinguished itself from the others. this new idea, of course, is a potential of new innovation, as a way to be adaptive to this ever-increasing business competition. creativity sparks from continuous learning both as an individual and as team, which leads to higher innovation capability. knowledge sharing capability has influence on innovation capability at pt sit global systems. in the era of knowledge-based these days, knowledge has become a crucial asset for organization. by continuous learning and obtaining new knowledge, then share the knowledge among members, organization may be able to utilize the new knowledge into implementation of new products, services or methods (innovation). innovation capability influences business performance at pt sit global systems. the factor of innovation capability influences business performance is that the objective of innovation is to create value for the business in this rapid change of business environment. learning organization influences business performance at pt sit global systems directly and indirectly through innovation capability. by encouraging learning opportunity for employees, pt sit global systems obtain more creative ideas, which may lead to better innovation capability. the more innovative an organization is the more possibility of better business performance. this explains learning organization influences business performance directly and indirectly. from the research findings, it is concluded that innovation capability mediates learning organization to higher business performance, compare direct effect learning organization on business performance alone. thus, improving learning organization with the mediating effect of innovation capability will enhance better business performance. knowledge sharing capability influences business performance directly and indirectly through innovation capability. despite of the little amount of previous research on this before, by improving knowledge sharing capability, it will lead to better business performance directly, or through innovation capability indirectly. from the research findings, it is concluded that innovation capability mediates knowledge sharing capability to higher business performance, compare direct effect knowledge sharing capability on business performance alone. thus, improving knowledge sharing capability with the mediating effect of innovation capability will enhance better business performance. suggestions   suggestions for pt sit global systems are as follows. leader must be seen as coach and guide, instead of controller, as it may be perceived so right now. leader is suggested to create organizational climate to support better shared vision with clarity of purpose, so that employees have the same and clear perception of what companies strive to achieve in the future and how to achieve the goals, and that way employees start to see that everyone is part of one whole company, not just collection of individuals, this will increase better coordination of work with organization. creating organizational climate is essential for better communication, teamwork, empowerment of employees so that employees are being involved actively within company, rather than just following the order. enhancing business performance..... (niko fanbasten) 105  there has to be improvement of management support of giving learning opportunities for employees both as an individual and a team, as it is perceived that team learning is considered as the lowest point of learning organization indicator, which needs improvement. pt sit global systems is suggested to improve knowledge sharing capability by encouraging of experimentation for new innovation, allowing employees to utilize their own knowledge at work, encouraging openness within each other to share knowledge. bond among employees and leader must be encouraged to be better through communication in favoring of better trust, which leads to openness to share. however, gender moderates knowledge sharing activities, that female tend to perceive sharing more positively than male. it is known that the majority of employees at pt sit global systems is male. relation among employees also must be nurtured because the gap of employment duration at pt sit global systems is high, which the majority are on early year of employment (<1 and 1-2 year) and late year of employment (>5 year), which may be unfavoring of knowledge sharing. pt sit global systems is suggested to be more flexible and open to new ideas and accept risk taking behavior in experimentation for implementation of new ideas by encouraging open participation. although it is perceived that level of commitment to innovation is good, it still needs to be improved by technological advancement. technological advancement will help pt sit global systems to be more innovative and enhance higher innovation capability. lastly, reward must be taken into consideration, because it is a powerful motivator of behavior, thus, creating public recognition and financial bonus for innovative behavior may lead to higher innovation capability. pt sit global systems to achieve better business performance, it is advised to cope with external environment better such as trends, business environment change and business opportunities. besides, it is suggested to focus more on improving knowledge sharing capability and learning organization because they both are perceived as average level and because knowledge sharing capability and learning organization with the mediation of innovation capability is proven in this research to enhance business performance. suggestions for future research are as follows. there is a need for analyzing other indicators that might also influence variables being studied in this research because there is no standard or widely accepted indicators to measure each variable. it is suggested for future research to be longitudinal research to be more accurate and specific on the factors influencing variables studied in this research. it is suggested to find evidence and analyze the advantage and disadvantage of using 4-point likert scale without middle point in research. if there is a construct cannot be measured directly by its indicator, it is suggested to conduct second layer of partial least square method, where the indicators will be broken down into sub-indicators to be more specific. references ahmed, p.k., (1998). culture and climate for innovation. european journal of innovation management, 1(1), 30–43. baron, r.m., & kenny, d.a. 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(2009). structural equation modeling. jakarta: salemba infotek. microsoft word 03_agustina tutik_dosen.doc journal the winners, vol. 7 no. 2, september 2006: 114-127 114 perancangan model evaluasi diri dosen agustina tutik1; synthia atas sari2; hartiwi prabowo3 abstract article present lecturer self evaluation model as complement for ikad (lecturer performance academic index). this research used action research analysis and technique of data collecting by library research, discussion by lecturer from any faculty and major, preview the duty and obligation of ubinus lecturer. variables and wight for this model are learning (30%), professionalism (20%), research (20%), technology and computer (15%), team work (10%), and services to university (5%) keywords: lecturer, self evaluation abstrak artikel menunjukkan suatu model evaluasi diri dosen sebagai pelengkap ikad (indeks kinerja akademik dosen). penelitian menggunakan analisis action research dan teknik pengumpulan data dengan studi pustaka, diskusi dengan dosen dari berbagai fakultas dan jurusan, serta penelaah kembali tugas dan kewajiban dosen ubinus. variabel dan bobot model evaluasi diri dosen adalah pembelajaran (bobot 30%), profesionalisme (bobot 20%), penelitian (bobot 20%), teknologi dan komputerisasi (bobot 15%), kerjasama dalam tim (bobot 10%) dan pelayanan pada universitas (bobot 5%). kata kunci: dosen, evaluasi diri 1, 2, 3 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta perancangan model… (agustina tutik; dkk) 115 pendahuluan peningkatan mutu sebuah perguruan tinggi saat ini tidak terlepas dari peningkatan mutu para dosen sebagai sosok manusia yang paling dekat mendampingi seorang mahasiswa belajar. hal itu diperkuat oleh pendapat suryabrata dalam buku psikologi pendidikan yang mengatakan bahwa salah satu faktor yang mempengaruhi belajar seseorang adalah faktor sosial, yaitu faktor manusia, baik manusia itu ada (hadir) maupun tidak hadir. sebagai bagian sumber daya manusia dalam sebuah lembaga pendidikan, seorang dosen termasuk kelompok karyawan yang tentu saja juga akan dinilai kinerjanya. pengukuran indeks kinerja dosen sebagai salah satu kriteria mutu telah menjadi salah satu indikator penting bagi universitas bina nusantara, tepatnya setelah universitas bina nusantara menerapkan sistem manajemen mutu iso 9001 di tahun 1997. pengukuran indeks ini dituangkan dalam bentuk angka ikad (indeks kinerja akademik dosen) yang saat ini sudah menjadi istilah yang diadopsi juga oleh beberapa perguruan tinggi lain. banyak pertentangan yang muncul pada saat kinerja seorang dosen hanya diukur oleh mahasiswa yang dalam tanda petik disebut sebagai pelanggan langsung para dosen dalam memberikan jasa mereka. bina nusantara kemudian menambahkan juga elemen penilaian dari sisi kinerja administratif seorang dosen, seperti ketepatan penyerahan soal, persentasi kehadiran mengajar, dan sebagainya. namun, apakah data yang dihasilkan dan tindak lanjut yang disusun oleh para ketua jurusan telah dapat mendorong para dosen untuk meningkatkan kinerja ke arah kemampuan pedagogi yang benar, juga tidak dapat dipastikan, mengingat motivasi diri sangat sulit jika diharapkan datang dari luar pribadi seseorang. mengingat seorang dosen yang secara umum dipastikan memiliki kematangan pribadi yang baik dan objektivitas sangat diutamakan dalam pekerjaan mereka, metode evaluasi diri menjadi salah satu metode evaluasi kinerja yang dapat diterapkan. seiring dengan munculnya ide ini, dibutuhkan adanya model yang tepat dan yang dapat memberikan masukan kepada para dosen tentang hal yang masih kurang dan perlu diperbaiki, dan penilaian ini dilakukan secara pribadi. berdasarkan hal tersebut, sangatlah menarik untuk melakukan penelitian lebih lanjut dan mendalam untuk menyusun model evaluasi diri yang dapat digunakan bagi para dosen untuk mendapatkan gambaran kinerja mereka yang sebenarnya. walaupun model yang akan dibentuk pasti membutuhkan keterbukaan dari objek yang dinilai, namun model itu diharapkan merupakan alat yang dapat diterima oleh para dosen untuk melakukan perbaikan. journal the winners, vol. 7 no. 2, september 2006: 114-127 116 pembahasan dalam penelitian ini, masalah yang diangkat adalah faktor apa saja yang perlu dievaluasi oleh seorang dosen dalam melakukan evaluasi diri? bagaimana model evaluasi yang dapat diterapkan di universitas bina nusantara ? penelitian ini bertujuan untuk mendapatkan variabel evaluasi diri yang dapat diterapkan untuk dosen universitas bina nusantara dan mendapatkan model evaluasi yang dapat digunakan dosen dalam meningkatkan kualitas diri. manfaat penelitian ini sebagai berikut. pertama, untuk ubinus, khususnya pengelola jurusan, yaitu mendapatkan mekanisme penilaian diri dosen sebagai salah satu pengukuran kinerja dosen. kedua, untuk dosen, yaitu mendapatkan gambaran harapan universitas terhadap seorang dosen secara lebih jelas dan menanamkan budaya peningkatan terus menerus dalam diri dosen (internalisasi qa). kerangka pemikiran pengelolaan sumber daya manusia pengelolaan sumber daya manusia pada perguruan tinggi tidak hanya terbatas pada karyawan operasional, namun juga mencakup personel yang terlibat dalam kegiatan akademik. hal itu berarti tujuh aktivitas dasar dalam proses manajemen sdm yang terdiri dari perencanaan rekrutmen, seleksi, sosialisasi, pelatihan dan pengembangan, penilaian prestasi kerja dan promosi, transfer, demosi, dan phk juga terkait untuk para dosen. dari ketujuh aktivitas dasar tersebut, semuanya saling terkait dalam sebuah sistem yang terencana baik. penilaian kinerja karyawan beberapa alasan sebuah organisasi melakukan penilaian kinarja menurut dressler (2003) adalah karena penilaian kinerja memberikan peluang bagi yang menilai meninjau perilaku yang dinilai. dalam tulisannya, self-evaluation of teaching, sorcinelli mengatakan bahwa walaupun penelitian tentang evaluasi diri ini sangat terbatas jumlahnya, namun telah menunjukkan bahwa evaluasi diri tidak dapat digunakan sebagai dasar pengambilan keputusan trhadap seseorang. studi yang dilakukan oleh centra, 1973; oleh clark dan blackburn, 1973 juga menunjukkan bahwa seorang pengajar akan secara konsisten menggunakan model evaluasi diri yang ada untuk menilai kinerjanya. juga dikatakan bahwa penilaian ini akan memberikan data yang dapat dipercaya jika mahasiswa dan dosen melakukan penilaian menggunakan instrumen yang sama. terlihat secara umum mereka menyetujui hasil penilaian secara keseluruhan dan beberapa dimensi pengorganisasian dan stimulasi minat. perancangan model… (agustina tutik; dkk) 117 metode yang diuraikan oleh dressler merupakan metode penilaian prestasi yang menurut soekidjo notoatmodjo sebagai penilaian prestasi kerja berorientasi waktu lalu. metode penilaian prestasi kerja yang berorientasi waktu akan datang, antara lain sebagai berikut. pertama, metode penilaian diri (self appraisal), metode ini menekankan bahwa penilaian prestasi kerja karyawan dinilai oleh karyawan itu sendiri. tujuan penilaian ini adalah untuk mengembangkan diri karyawan. kedua, metode pendekatan management by objective (mbo). metode penilaian ini ditentukan bersama antara penilai dengan yang dinilai. bersama menentukan tujuan atau sasaran pelaksanaan kerja di waktu yang akan datang. ketiga, metode penilaian psikologis, metode penilaian mengadakan wawancara mendalam, diskusi, atau tes psikologi terhadap karyawan yang akan dinilai. aspek yang dinilai, antara lain intelektual, emosi, motivasi karyawan yang bersangkutan. keempat, metode teknik pusat penilaian, dalam organisasi yang sudah maju, terdapat pusat penilaian karyawan. pusat itu mengembangkan sistem penilaian baku yang digunakan untuk menilai para karyawan. hasil penilaian pusat ini sangat bermanfaat untuk mengidentifikasikan kemampuan manajemen di waktu mendatang. proses penilaian prestasi kerja karyawan faktor yang perlu diperhatikan dalam penyusunan standar prestasi adalah sebagai berikut. pertama, daftar kegiatan; penilaian prestasi sering kali didahului dengan penyusunan daftar kegiatan yang dilaksanakan. tujuannya untuk memastikan bahwa kita tetap fokus pada prestasi dan memastikan bahwa tidak mengabaikan bagian tugas yang penting. kedua, menetapkan apa yang akan diukur. dari daftar kegiatan, penilai telah memilih sejumlah kegiatan yang paling penting bagi pelaksanaan tugas. organisasi menetapkan cara mengukur pelaksanaan kegiatan tersebut. cara pengukuran dapat dilakukan dengan pengukuran kuantitatif, pengukuran kualitatif, dan pengukuran ketepatan waktu. penggabungan dari ketiga pengukuran itu akan sangat membantu penilai dalam memutuskan cara penilaian duatu kegiatan. ketiga, menetapkan kegiatan terpenting. tidak ada sistem penilaian yang dapat mengukur semua kemungkinan prestasi kerja. oleh karena itu, perlu memilih beberapa bagian pekerjaan yang paling penting sebagai dasar sistem evaluasi prestasi kerja karyawan. keempat, emetapkan kualitas standar. alat ukur penilaian prestasi harus dapat memastikan bahwa penilai bersikap jujur dan akurat dalam menilai prestasi kerja, terutama untuk alat yang digunakan untuk metode penilaian diri. beberapa kriteria yang harus dipenuhi oleh alat ukur penilaian prestasi ini adalah dapat diukur: ukuran ini perlu disepakati oleh pihak penilai dan pihak yang dinilai; dapat dicapai:ukuran harus rasional agar seseorang dapat atau mungkin mencapainya; relevan: ukuran harus relevan dengan pekerjaan yang akan dinilai; dapat dikendalikan: ukuran harus terkait untuk hal yang dapat dikendalikan oleh yang dinilai: menetapkan tingkat standar: menetapkan standar ini bertujuan agar setiap orang dapat mengetahui kondisi yang diinginkan oleh organisasi. standar ini perlu dikomunikasikan agar para karyawan menyadari bahwa mereka memerlukan standar itu. journal the winners, vol. 7 no. 2, september 2006: 114-127 118 metode penelitian penelitian ini menggunakan pendekatan ilmu manajemen sumber daya manusia, khususnya yang terkait dengan pengelolaan penilaian kinerja (performance appraisal), metode penelitian yang digunakan adalah penelitian tindakan (action research). action research adalah metode penelitian yang melihat tentang penilaian terhadap diri kita sendiri dan bagaimana kita dapat meningkatkan kinerja kita. alasan memilih metode ini adalah penelitian tindakan merupakan cara yang paling praktis untuk melihat cara kerja yang sudah ada dan melihat apakah telah berjalan sesuai yang diharapkan, dan penelitian tindakan merupakan penelitian yang open ended atau tidak berujung, tidak dimulai dengan sebuah hipotesis tetapi dimulai dari sebuah ide yang dikembangkan. objek penelitian penelitian dilakukan terhadap evaluasi diri untuk para dosen universitas bina nusantara. dalam tabel di bawah ini terlihat desain penelitian yang akan dilakukan untuk masing-masing tujuan penelitian. khusus untuk tujuan ke-5 (t-5) merupakan rekomendasi hasil penelitian. tabel 1 desain penelitian tujuan penelitian jenis penelitian unit analisis mendapatkan faktor evaluasi deskriptif individu para dosen dan pimpinan ubinus menyusun model evaluasi deskriptif individu para dosen dan pimpinan ubinus jenis data dan sumber data jenis data sumber data deskripsi faktor yang akan dievaluasi data primer : wawancara kelompok dosen data sekunder : studi pustaka komponen dan bobot nilai data primer : wawancara kelompok dosen data sekunder : studi pustaka perancangan model… (agustina tutik; dkk) 119 teknik pengumpulan data untuk mendapatkan data yang akan diolah, dalam penelitian ini dilakukan tiga teknik pengumpulan data, yaitu studi pustaka, wawancara kepada para pengelola dan dosen yang dipilih dengan metode random sampling, dan observasi di lapangan. metode analisis metode analisis yang dipakai dikaitkan dengan masing-masing tujuan, seperti terlihat dalam tabel di bawah ini. tujuan penelitian metode analisis metode alat analisis mendapatkan faktor evaluasi deskriptif survei analisis faktor (mendapatkan faktor mana yang akan digunakan) menyusun model evaluasi deskriptif survei statistik deskriptif (perbandingan self evaluation dan ikad) studi pustaka dilakukan untuk mendapatkan faktor yang akan dievaluasi. berdasarkan hal tersebut, dirancang sebuah model pengukuran. model yang telah dipilih didiskusikan dengan berbagai kelompok pimpinan dan beberapa dosen dari berbagai fakultas dan jurusan dalam bentuk focus group discussion. dari hasil itu, model awal direvisi dan hasilnya didiskusikan ke pimpinan jurusan dan fakultas. perkembangan universitas bina nusantara visi universitas bina nusantara adapun visi yang dimiliki universitas bina nusantara adalah unggul sebagai lembaga pendidikan berbasis teknologi informasi yang diterima sebagai panutan, siap berkompetisi dan beradaptasi terhadap perubahan global. misi universitas bina nusantara untuk mewujudkan visi tersebut, universitas bina nusantara menetapkan misi sebagai berikut. pertama, menyelenggarakan program studi yang menunjang pengembangan dan penerapan teknologi informasi, kemampuan berbahasa asing, komunikasi, kepemimpinan, kemampuan berinovasi dan berwirausaha, serta berkarakter baik. kedua, menyediakan sarana dan lingkungan yang kondusif bagi pelaksanaan kegiatan pembelajaran yang efektif dan efisien sehingga dapat menghasilkan lulusan yang trampil, kreatif, dan inovatif. journal the winners, vol. 7 no. 2, september 2006: 114-127 120 ketiga, menjaga keterkaitan dan relevansi seluruh kegiatan pendidikan dengan kebutuhan pembangunan sosial ekonomis dan industri secara global. keempat, melakukan kerja sama dengan berbagai pihak, baik di dalam maupun di luar negeri, agar pengetahuan dan keterampilan yang diajarkan selalu mutakhir dan tepat guna penerapannya. kelima, membangun komunitas binusian yang menganut budaya, nilai, dan etos kerja bina nusantara. kebijakan mutu dalam rangka meningkatkan komitmen universitas bina nusantara terhadap mutu lulusan, telah ditetapkan kebijakan mutu, yaitu sebagai perguruan tinggi bermutu, universitas bina nusantara bertekad untuk menghasilkan lulusan yang berkualitas tinggi, berkarakter baik, dan siap terap. sasaran mutu sasaran mutu universitas bina nusantara adalah minimal 90% lulusan mendapatkan pekerjaan dalam tahun pertama setelah lulus; minimal 80% lulus tepat waktu; minimal 80% dan para dosen mendapat indeks kinerja akademis dosen lebih dari 3,0 (skala 1,0 4,0). analisis dan hasil penelitian penelitian ini menggunakan pendekatan ilmu manajemen sumber daya manusia, khususnya yang terkait dengan pengelolaan penilaian kinerja (performance appraisal), metode penelitian yang digunakan adalah penelitian tindakan (action research). tahap perancangan model dalam merancang model evaluasi diri dosen, peneliti harus menentukan variabel mana yang merupakan model evaluasi diri dosen. tahap ini dilakukan dengan melihat kembali buku panduan dosen ubinus (meliputi: visi, misi, tujuan, prosedur pelaksanaan perkuliahan di dalam ruang kelas, kelengkapan mengajar, dan lain-lain sampai dengan penilai kinerja dosen dan motivasi mahasiswa). selain buku panduan dosen, peneliti juga memperoleh masukan dari studi pustaka buku, jurnal yang berkaitan dengan evaluasi diri, dan akhirnya peneliti melakukan wawancara dengan dosen dari berbagai fakultas dan jurusan untuk mendapatkan masukan. dari tahapan ini kemudian peneliti mengambil variabel evaluasi diri dosen seperti berikut ini. variabel evaluasi diri dosen ubinus adalah pembelajaran, profesionalisme, penelitian, teknologi dan komputerisasi, kerja sama dalam tim, dan pelayanan pada universitas. variabel pembelajaran, profesionalisme, dan penelitian bersumber pada peraturan dikti mengenai kriteria penilaian angka kredit dosen homebase disetiap universitas di indonesia, diperoleh dari daftar kegiatan sebagai berikut: pendidikan dan perancangan model… (agustina tutik; dkk) 121 pengajaran yang memiliki bobot 30%; penelitian yang memiliki bobot 25%; pengabdian pada masyarakat yang memiliki bobot maksimum 15%; penunjang tridharma perguruan tinggi yang memiliki bobot maksimum 20%. untuk variabel teknologi dan komputerisasi, peneliti mengambil berdasarkan visi-misi ubinus yang menghendaki dosen mengerti dan menggunakan teknologi dan komputerisasi, baik dalam mengajar maupun mempersiapkan bahan dan menilai hasil belajar mahasiswa. variabel kerja sama dalam tim dan pelayanan pada universitas, peneliti memperoleh bahan acuan dari annual activities evaluation (aae) yang didiskusikan pada seminar self evaluation and annual review and planning oleh universitas sydney, australia pada tahun 2001. pembobotan variabel setelah variabel dirumuskan, ditentukan bobot masing-masing variabel tersebut. pembobotan itu juga dilihat dari urutan kepentingan hak dan kewajiban seorang dosen dan peneliti juga melihat pada prosedur penilaian dosen homebase oleh dikti. hasil pembobotan adalah sebagai berikut: pembelajaran, bobot 30%; profesionalisme, bobot 21%; penelitian, bobot 17%; teknologi dan komputerisasi, bobot 15%; kerja sama dan tim, bobot 10%; pelayanan pada universitas, bobot 7%. penjelasan pembobotan variabel pembobotan variabel ini menggunakan metode matriks berpasangan. setelah pembobotan, baru ditentukan instrumen pengukuran untuk masing-masing variabel sehingga perancangan model evaluasi diri itu selesai. skala penilaian perancangan model evaluasi diri dosen ini dibuat dalam bentuk kuesioner, dengan teknik skala likert. untuk variabel pembelajaran, profesionalisme, teknologi dan komputerisasi, serta kerja sama dalam tim serta pelayanan pada universitas. nilai 1: tidak pernah melakukan semua aktivitas dalam instrumen pengukuran. nilai 2 : jarang, artinya hanya melakukan sebanyak 25% dari 13/26 kali pertemuan proses belajar mengajar di ubinus. nilai 3: cukup/kadang-kadang, artinya melakukan sebanyak 50% dari 13/26 kali pertemuan proses belajar mengajar di ubinus. nilai 4: sering, artinya melakukan sebanyak 75% dari 13/26 kali pertemuan proses belajar mengajar di ubinus. nilai 5: selalu, artinya melakukan sebanyak 100% dari 13/26 kali pertemuan proses belajar mengajar di ubinus. journal the winners, vol. 7 no. 2, september 2006: 114-127 122 untuk variabel penelitian: nilai 1 : tidak pernah melakukan penelitian. nilai 2 : jarang, artinya hanya melakukan sebanyak 1 kali penelitian dalam 1 tahun atau membimbing skripsi sebanyak 3 mahasiswa. nilai 3 : cukup/kadang-kadang, artinya hanya melakukan sebanyak 2 kali penelitian dalam 1 tahun atau membimbing skripsi sebanyak 6 mahasiswa. nilai 4 : sering, artinya hanya melakukan sebanyak 3 kali penelitian dalam 1 tahun atau membimbing skripsi sebanyak 9 mahasiswa. nilai 5 : selalu, artinya melakukan penelitian lebih dari 3 kali dalam setahun atau membimbing skripsi sebanyak lebih dari 10 mahasiswa. uji validitas dan reliabilitas uji validitas dan reliabilitas dilakukan dengan membagikan kuesioner evaluasi diri dosen kepada 23 responden. dengan tingkat signifikan 5% dan df = 22 dan r tabel = 0,28 maka dari 53 instrumen, ada 5 instrumen pengukuran yang dinyatakan tidak valid. pertama, pada teknologi dan komputerisasi, yaitu enggunakan fasilitas binusmaya dalam mengajar di kelas, menggunakan fasilitas forum diskusi dalam interaksi dengan mahasiswa, menggunakan program aplikasi yang disediakan binus, misalnya memasukkan nilai mahasiswa, dan menggunakan fasilitas home page: lecturer.binus.ac.id dalam melihat kegiatan kuliah. instrumen itu merupakan kemampuan yang harusnya dimiliki oleh seluruh dosen binus. jadi dianggap instrumen tersebut tidak perlu dinilai karena semua dosen binus memiliki kemampuan tersebut. kedua, kerja sama dalam tim, yaitu saling menghargai diantara sesama rekan kerja dan tim. instrumen pengukuran yang tidak valid ini disebabkan ketidaksesuaian instrumen tersebut dalam model evaluasi diri dosen binus. selain itu, instrumen ini merupakan tindakan dasar yang seharusnya dilakukan oleh seluruh umat manusia sehingga tindakan tersebut tidak diperlukan penilaian lagi. dari hasil uji reliabilitas, nilai alpha yang diperoleh adalah sebesar 0,9334. karena nilai alpha > 0,6, instrumen pengukuran yang digunakan dinyatakan sudah reliable. perhitungan total nilai evaluasi diri dosen penghitungan dan pengkategorian keseluruhan model evaluasi diri dosen angka item setelah dikali dengan bobot no. item bobot tertinggi terendah 1 pengajaran 30% 18 3,6 2 profesionalisme 21% 13,65 2,73 perancangan model… (agustina tutik; dkk) 123 3 penelitian 17% 5,95 1,19 4 teknologi dan komputer 15% 3 0,6 5 kerjasama dan tim 10% 3 0,6 6 pelayanan pada universitas 7% 1,75 0,35 total 100% 45,35 9,07 klasifikasi : 09 20 = unsatisfied 21 30 = minimal 31 40 = competent 41 50 = excellent hasil akhir model perancangan evaluasi diri dosen tanggal : jawablah pertanyaan-pertanyaan dibawah ini. pernyataan ini menggunakan tingkat skala, untuk mengukur tingkat evaluasi diri dari : 1 = tidak pernah, 2 = jarang, 3 = cukup / kadang-kadang, 4 = sering, 5 = selalu berilah tanda ( x ) pada kolom yang cukup merepresentasikan diri anda. pembelajaran (30%) no. keterangan 1 2 3 4 5 1 mempersiapkan presentasi kuliah dan bahan pengajaran (termasuk cara baru dalam pendekatan dan perencanaan) 2 mencatat setiap sumber informasi untuk pengetahuan-pengetahuan baru yang didapatkan 3 adanya usaha mencari topik-topik terakhir terkait materi pembelajaran 4 mempertunjukkan kemampuan mengajar (merumuskan gagasan dengan jelas dan tepat, dan mempresentasikan ide-ide secara jelas, memilih penggunaan metoda mengajar secara efektif dan dapat memeotivasi para siswa)? 5 penjelasan materi di kelas dilengkapi dengan ringkasan point-point penting di tiap modul journal the winners, vol. 7 no. 2, september 2006: 114-127 124 6 menggunakan metode dan starategi pengajaran (contoh: constructurism) 7 mengkoordinir kelompok diskusi di kelas (menyediakan topik diskusi untuk mahasiswa) 8 menjaga hubungan formal dengan para siswa secara efektif 9 mengevaluasi diri sendiri mengenai cara mengajar? 10 menyelesaikan tugas-tugas administratif mengajar (contoh: absensi, pengisian buku monitoring, dan lain-lain). 11 kesediaan mengadakan waktu untuk diskusi materi pembelajaran dengan mahasiswa di luar jam pelajaran di dalam lingkungan kampus. 12 objektif dalam memberikan nilai saran: profesionalisme (20%) no. keterangan 1 2 3 4 5 1 memiliki sumber bahan yang up to date terkait materi perkuliahan yang diajarkan (misalnya, jurnal, anggota milling list profesional) 2 kebanggaan sebagai seorang dosen. 3 senantiasa menimbah/mengikuti perkembangan ilmu terkait (life long learning) 4 dapat mengorganisasikan diri sendiri, melakukan pengarsipan catatan yang tertulis 5 menunjukkan kehadiran yang baik, ketersediaan, dan ketepatan waktu dalam bekerja? 6 dapat mengatur waktu secara efektif 7 menunjukkan suatu komitmen kerja sebagai dosen 8 memperlihatkan integritas pribadi, tenggang rasa, dan kejujuran 9 menyadari pentingnya riset, pengajaran, kebebasan akademis 10 merasa memiliki atau menjadi bagian dari universitas 11 mengerti peraturan, menghormati kode etik dosen 12 mendukung nilai (values) yang diterapkan di universitas 13 membantu perkembangan reputasi universitas dan unit organisasinya saran: perancangan model… (agustina tutik; dkk) 125 penelitian (20%) no. keterangan 1 2 3 4 5 1 berkontribusi dalam pengembangan materi kuliah, teks sekolah 2 menerbitkan tulisan yang telah disetujui untuk penerbitan di dalam universitas/lokal/regional/internasional/jurnal akademis, buku/bab dalam buku yang diterbitkan, pameran pekerjaan artistik atau kreatif 3 menyediakan waktu konsultasi penelirian atau membimbing skripsi, dan lain-lain 4 mengajukan lamaran untuk riset, penghargaan, beasiswa/beasiswa kerja sama 5 berpartisipasi dalam atau mengorganisir presentasi seminar dan konferensi 6 mengejar pengembangan profesional di dalam riset 7 mengembangkan kerja sama/kolaborasi riset, berkontribusi untuk tim riset 8 menyediakan pengawasan riset, nasihat riset ke para siswa, dan para rekan kerja saran: teknologi dan komputerisasi (15%) no. keterangan 1 2 3 4 5 1 menyampaikan informasi kepada kelas atau kelompok menggunakan aplikasi program komputer, seperti word processor, excel, atau power point 2 mengikuti pelatihan program komputer yang diadakan oleh lrc 3 menfasilitasi mahasiswa dengan menggunakan berbagai macam aplikasi komputer untuk mempresentasikan penelitian, mencari informasi yang berhubungan dengan masalah atau materi kuliah yang sedang mereka pelajari. 4 menghasilkan materi kuliah dalam bentuk multimedia (video, audio, animasi, dan lain-lain) saran: journal the winners, vol. 7 no. 2, september 2006: 114-127 126 no. keterangan 1 2 3 4 5 1 dapat bekerja sama dan berkolaborasi dengan orang yang lain dalam mencapai tujuan universitas dan jurusan. 2 kesediaan berbagai pengetahuan dan informasi dengan dosen lain. 3 mempertimbangkan pandangan orang lain dan melibatkan rekan kerja dalam pengambilan keputusan. 4 mencari konsensus dan solusi sama-sama menguntungkan terhadap masalah dan konflik 5 membangun dan memelihara hubungan kerja dalam kelompok dan lingkungan sekitar 6 apakah mendukung dengan aktif dan mengambil bagian secara penuh dan berinisiatif di dalam kelompok dan berbagai pertemuan. saran: pelayanan pada universitas (5%) no. keterangan 1 2 3 4 5 1 mendukung dan mempromosikan institusi dan unit organisasi 2 menyediakan aktivitas jasa layanan kepada unit organisasi, fakultas, perguruan tinggi atau universitas (contoh: mendatangkan dosen tamu, menyelenggarakan seminar, dan lain-lain ) 3 menyediakan waktu untuk nasehat/konsultasi/mentoring untuk pengembangan universitas/unit organisasi jika diminta 4 duduk dalam komite (di dalam atau di luar) universitas jika diminta 5 memberikan informasi mengenai peluang di luar universitas 6 melakukan pengabdian masyarakat yang diadakan oleh universitas saran: perancangan model… (agustina tutik; dkk) 127 penutup simpulan yang diperoleh berdasarkan penelitian sebagai berikut. pertama, variabel yang digunakan untuk perancangan evaluasi dosen adalah pembelajaran (bobot 30%), jumlah variabel 12; profesionalisme (bobot 21%), jumlah variabel 13; penelitian (bobot 17%), jumlah variabel 8; teknologi dan komputerisasi (bobot 15%), jumlah variabel 4; kerja sama dan tim (bobot 10%), jumlah variabel 6; pelayanan pada universitas (bobot 7%), jumlah variabel 6. kedua, model evaluasi diri dosen ini baru merupakan model awal yang masih harus diperbaiki dan diteliti lebih lanjut. ketiga, model evaluasi diri dosen ini dapat juga digunakan sebagai acuan bagi para dosen untuk mendapatkan kondisi yang ideal sebagai seorang dosen. keempat, pada variabel kerja sama dalam tim dan pelayanan pada universitas, akan menjadi hambatan bagi dosen tidak tetap dan dosen staf untuk mendapatkan angka kredit yang tinggi karena kesibukan mereka sehingga hanya khusus mengajar di kelas saja. saran untuk penelitian selanjutnya, yaitu keberhasilan dari proses evaluasi diri dosen ini sangat tergantung pada kejujuran dan objektivitas responden. masih ada variabel lain yang mungkin dapat dimasukan dalam model evaluasi diri dosen, misalnya hubungan dengan universitas luar negeri. model ini hanya berlaku untuk dosen universitas bina nusantara, belum merupakan model nasional yang dapat diterapkan pada universitas di seluruh indonesia sehingga hal ini dapat dijadikan untuk penelitian lainnya. daftar pustaka dressler, gary. 2003. human resource management. 9th edition. prentice hall. evans, lindsay. 2002. the management and control of quality. 5th edition. thompson learning. mcniff, jean. 1995. action research for professional development. 11th edition. hyde publication, uk. seldin, p. 1984. changing practices in faculty evaluation. san francisco: jossey-bass. tampubolon, daulat p. 2001. perguruan tinggi bermutu: paradigma baru manajemen pendidikan tinggi menghadapi tantangan abad 21. jakarta: pt gramedia pustaka utama. university of sydney. annual activities evaluation (aae) form. 2001. 108 journal the winners, vol. 15 no. 2, september 2014: 108-114 the impact of knowledge management and entrepreneur’s knowledge on innovation and firm performance hendry hartono; erwin halim school of business management, binus university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 hhartono@binus.edu; erwin.halim.mba@gmail.com abstract there is lack of evidence from previous studies that examined the relationships among entrepreneur’s knowledge, knowledge management, innovation, and firm performance. entrepreneur if s/he has more knowledge than other entrepreneurs can be more competitive. literature studies show that entrepreneur knowledge and knowledge management had significant and direct positive effect on innovation and firm performance. further studies are needed for showing a model and factors that enhance innovation and improve firm performance. the purpose of this paper is to propose a framework of improving the firm performance by enhancing of the innovation, through the entrepreneur knowledge and knowledge management. based on this paper, further research is needed on the potential role of ek and km in innovation, and how the value of ek and km can be maximized to have a more valuable innovation that would be an impact on firm performance. keywords: entrepreneurship, knowledge, management, innovation, firms performance abstrak ada kurangnya bukti dari penelitian sebelumnya yang meneliti hubungan antara pengetahuan wirausaha (entrepreneur), manajemen pengetahuan, inovasi, dan kinerja perusahaan. wirausaha (entrepreneur) jika memiliki lebih banyak pengetahuan dari wirausaha lain dapat lebih kompetitif dibandingkan dengan yang lain. studi literatur menunjukkan bahwa pengetahuan pengusaha dan pengetahuan manajemen memiliki pengaruh yang signifikan dan secara positif langsung berpengaruh terhadap inovasi dan kinerja perusahaan. penelitian selanjutnya diperlukan untuk menampilkan model dan faktor-faktor yang meningkatkan inovasi dan meningkatkan kinerja perusahaan. tujuan dari tulisan ini adalah untuk mengusulkan kerangka kerja untuk meningkatkan kinerja perusahaan dengan meningkatkan inovasi, melalui pengetahuan pengusaha dan manajemen pengetahuan. berdasarkan tulisan ini, penelitian lebih lanjut diperlukan pada peran potensial ek dan km dalam inovasi, dan bagaimana nilai ek dan km dapat dimaksimalkan untuk memiliki inovasi lebih berharga yang akan berdampak pada kinerja perusahaan. kata kunci: kewirausahaan, pengetahuan, manajemen, inovasi, kinerja perusahaan mailto:hhartono@binus.edu; mailto:erwin.halim.mba@gmail.com the impact of knowledge..... (hendry hartono; erwin halim) 109 introduction there are so many studies that examine the relationship between knowledge and firm performance, and also between knowledge and innovation. knowledge is becoming hot topics among scientists and business communities. it is because knowledge is probably a source and driver of innovation (emadzade, et. al., 2012). knowledge can be a unique advantage that cannot be easily copied by competitors. knowledge would be a great resource if the firm can effectively and efficiently manage it. moreover, an entrepreneur, if s/he has more knowledge than other entrepreneurs, can be more competitive. it also means s/he can manage her/his firm better than the others. entrepreneur knowledge (ek) is difficult to find, especially in the context of how ek affects innovation besides firm performance. this paper, thus, purposes on a model design which measures the influence of ek on innovation and firm performance. entrepreneur and her/his organization are related, moreover, this study purposes on how the organization manages knowledge since knowledge becomes more important (theriou, et. al, 2009) and it is an important asset in global competition (omerzel & antoncic, 2008). method this research used literature review as a systematic search of published works to find out what is already known about the intended research topic. literature review allows the research to find out what has been done in terms of the problem being investigated and to ensure that duplication does not occur. literature used in this paper did not only identify and analyze all written information about the topic, but also gained any insight and had a notion about the problem investigated. discussion in the competitive environment, the entrepreneurs need to use their knowledge and skill and use them to connect existing and new technologies to their company. successful entrepreneurs can develop their knowledge, skill, and managerial capabilities (tidd & bessant, 2009:79) in order to survive in the competitive environment. in order to survive, they must innovate new opportunities in their industries. in today’s competitive environment, innovation becomes more and more relevant, mainly due to three major trends: intense international competition, fragmented and demanding markets, and diverse and rapidly changing technologies. firms that adapt to the needs and wants of target customers are in a better position to create a sustainable competitive advantage (alegre-vidal et al., 2004). dobni (2010) argues that enhancing the innovative ability in organization is one of the most important levers to increasing profitability and growth in organizations. innovative firms are more successful over long term if they are more creative, have desire to succeed, possess a common sense of purpose and constituency, and they are empowered (dobni, 2010). this means firms must understand the relationship between strategy and innovation, and they have identified the configurations that are best suited to their environment, and also know how the business will achieve their objectives (dobni, 2010; stankevice & jucevicius, 2010). a successful entrepreneur constantly supplements the system of acquiring knowledge with his or her vision. therefore entrepreneurs combine their knowledge, broaden it, and create new innovative ideas (omerzel & antoncic, 2008) and organization needs individual key that has power and influence 110 journal the winners, vol. 15 no. 2, september 2014: 108-114 acting as gatekeeper—collecting information from various sources and passing it to the relevant people (employee) who will be best able to use capabilities (tidd & bessant, 2009:114). it is expected that: hypothesis 1: entrepreneur knowledge (ek) is positively related to innovation. entrepreneur uses knowledge to recognize or create an opportunity and to take action, and also uses innovation knowledge by realizing it into pratice or product. joseph schumpeter pointed out that entrepreneur is often an innovator. s/he brings new goods and new technologies to market, open new markets, proceses, and also ideas. entrepreneurs at organization must transform into organizational knowledge (theriou et. al., 2009) which is must shared to employees, and therefore use this knowledge to improve organizational performance. knowledge management (km) enables the existing individual knowledge to be captured and transformed into organizational knowledge, which in turn must be diffused and shared by many employees (theriou et. al. 2009). the knowledge-based view of the firms mentioned that the organization as the key element in the creation process and application of knowledge (grant, 1997; nonaka, 1994). this theory recognized that organization performance depends on the capabilities in developing and deploying knowledge. organizations need to understand how they create and manage new knowledge (nonaka & takeuchi, 1995) to strengthen organization capability to innovate (jennex & olfman, 2004). it is expected that: hypothesis 2: entrepreneur knowledge (ek) is positively related to knowledge management (km). many literatures indicate that knowledge management tends to reflect the experience of the entrepreneur. at organizational level the entrepreneur must have a lot of experiences in maintaining her/his organization aiming to perform competitive firm. entrepreneur tends to be more competitive in case of her/his knowledge base, as well as facing resource scarcity and time constraints, entrepreneur also faces tougher competition in the market. entrepreneurs have to be more adapted in the fast of changing world; they must develop new learning and skills that are crucial ingredients in the world of successful economy. globalization and knowledge driven economy require entrepreneur to develop a more skillful entrepreneur in order to compete within global market and global competition. this means that entrepreneur should pay attention to her/his knowledge and manage it to be source of innovation and for further improvement that should be useful for organization. experiential knowledge of the entrepreneur and making tacit or explicit knowledge and developed within the firm in order to share, combine knowledge, and create new knowledge are the innovative process that lie at the heart of knowledge management. entrepreneur has facing major challenges: (a) keeping the firm's capabilities, resources and routines up to date; (b) maintaining the owner-manager's entrepreneurial and management competences; (c) acquiring new knowledge, which raises issues concerning the source of information (formality/informality, education/experience), the internal absorptive capacity for interpreting and absorbing the new information as applicable knowledge and the use of the new knowledge; and (d) creating new knowledge, which also raises very interesting and challenging issues concerning innovation, creativity, and strategy. theriou et al. (2009) indicates that knowledge management is considered to be vehicle for organization effectiveness and competitiveness. global competition in this era becomes more and more intense; this indicates that organization must survive and face the challenge of daily instability and uncertainty environment that force organization to be more innovative (trias de bes & kotler, 2011:14). it is expected that: hypothesis 3: knowledge management (km) is positively related to innovation. knowledge management is recognized as a process of capturing collective organizational skills. knowledge, wherever, it is located, either in the database, the papers, or in people's heads, and then is the impact of knowledge..... (hendry hartono; erwin halim) 111 distributed to any knowledge in order to increase of organization performance. according to wiig (1997), knowledge management is a systematic building, explicit and deliberate, renewal, and application of knowledge to maximize the effectiveness with respect to organizational knowledge. while townley (2003), km as a set of the process of creating and sharing of knowledge throughout the organization to optimize achievement the mission and goals of the organization. thus, knowledge management is about improving the use of organizational of knowledge through information management practices and organizational learning to achieve excellence competitive advantage. uhlaner, et. al. (2007) found that km acquisition or input strategies may be the most important aspect of the innovation process influencing the performance of small firms they also found that the knowledge exchange is critical in the success of km innovation efforts. it should be a point of attention to entrepreneurs. small firms often lack the financial capacity to make full use of new methods and innovations developed by academic researchers. nevertheless they also found that km input strategies related to knowledge acquisition are positively related to sales turnover growth. their research results emphasize the importance of both knowledge absorption and knowledge creation to the success of innovative efforts in small firms. kim (2003) defines knowledge as something that makes both data and information manageable and meaningful. he also classified knowledge into different types: know-what, know-why, know-how and know-who. “know-what” and “know-why” are the explicit knowledge that can be expressed through language. thus, the explicit knowledge is relatively easy to codify and transfer to others. on the other hand, “know-how” and “know-who” – are tacit knowledge that is acquired mainly by experience and are more difficult to codify, measure, and transmit. types of knowledge according kim (2003) are as follows. “know-what” refers to knowledge about “facts”. it is close to what is normally called information. in dealing with some complicated matters, experts like lawyers and analyst must have a lot of know-how (information) to perform a specific job. “know-why” refers to scientific knowledge of the principles and laws of nature. the acquisition of know-why is accomplished in specialized organizations such as research laboratories. “know-how” refers to skills or the capability to do something. this kind of knowledge is hard to codify in language. a firm may establish industrial networks to share and combine elements of know-how or adopt out-sourcing to efficiently utilize others’ know-how. “know-who” refers to information about who knows what and who knows how to do what. it involves the formation of special social connections, which make it possible to get access to experts and use their knowledge efficiently. knowwho is important in economies where information is widely dispersed and imbalanced because of a highly developed division of work forces and a rapid change (or an advance) of technology. zhou et. al. (2007) found that external acquisition has a positive indirect effect on innovation behavior, mediated by innovation orientation. also smes rather seek opportunities and acquire new external knowledge through social ties and communication with external resources than building new knowledge and creating innovation opportunity in-house. further zhou et al (2007) conclude that favorable external communication system can make smes more innovative, perhaps by improving their judgment of perceived opportunities in order to react to the changing environment. madhoushi et al (2011) examined the relationships among eo, knowledge management and innovation performance in industrial zone smes. they found that entrepreneurial orientation both directly and indirectly through the knowledge management influence on innovation performance. further, they also conclude that knowledge management plays a mediating role between entrepreneurial orientation and innovation performance and they proposed the needed to understand organizational knowledge, knowledge management process, entrepreneurship process and their integrated influences on firms’ innovation performance. 112 journal the winners, vol. 15 no. 2, september 2014: 108-114 hypothesis 4: knowledge management (km) boosting up the ek to increasing the innovation. innovation is defined as "the creation of new knowledge and ideas to facilitate new business outcomes, aimed at improving internal business processes and structures and to create market driven products and services"(al-hakim & hassan, 2012). when defined as an outcome, innovation is the tangible product, service or process that is adaptable or diffusible, meaning it can be used in various contexts by different individual (schaper & vollery, 2004). successful organization indicates that knowledge management enables the organization to become innovative (theriou et al., 2009) and innovative becomes priority action for established corporations (grant, 2010) also as a main reason to survive and growth (firm performance). it is expected that: hypothesis 5: innovation is positively related to firm performance. hence, the conceptual framework from the 5 hypotheses is in figure 1. figure 1 conceptual framework knowledge is one of important elements for innovation. this paper focuses on the entrepreneur knowledge, knowledge management, innovation, and firm performance. ek significantly related to the innovation. innovations refer to practice, ideas or any object, which is perceived as new (mirza & ali, 2011). tidd and bessant (2009) argue that innovation has four dimensions, such as: product innovation, process innovation, position innovation, and paradigm innovation. rodrigues and riccardi (2002) argued that entrepreneurship, knowledge and innovation are the three key elements necessary to assure continuity to our economic model and success to the new organization. the success of the new organization would be based on conditioning its behavior, in terms of aligning entrepreneurial behavior to knowledge learning and acquisition, in order to reach innovation. they also conclude that innovation in the organization is the object of entrepreneurship and knowledge and also have higher levels of competitiveness. knowledge management plays an invaluable role in innovation (du plessis, 2007), and she defines the value proposition of km in innovation: km assists in creating tools, platforms and processes for tacit knowledge, creation, sharing and leverage in the organization; km assists in converting tacit knowledge to explicit knowledge; km ensures the flow of knowledge used in innovation process.km also has a function to maximizing (wiig, 1997), optimizing (townley, 2003) and improving the efficiencies in organizing of knowledge to improving the firm performance through the innovation. the impact of knowledge..... (hendry hartono; erwin halim) 113 conclusion company in the coming year views knowledge as the most powerful source that can be valuable to build strategic competitive advantage (long wu & chang lin, 2009) in the very rapid market environment. firms that use this knowledge require km as vehicle for organizations’effectiveness and competitiveness (theriou et al., 2009). km facilitates organizations to be faster, more efficient, and more innovative. organization also views km as powerful solution to contribute innovation improvement and also improve its performance. km helps developing skill and knowledge of the entrepreneurs in order to transfer, disseminate, and accumulate knowledge, and stimulate this knowledge to become an innovation through products and services. based on this paper, further research is needed on the potential role of ek and km in innovation and how the value of ek and km can be maximized to have a more valuable innovation that will impact firm performance. references al-hakim, l. a. y. & hassan, s. (2012). critical success factors of knowledge management, innovation and organizational performance: an empirical study of the iraqi mobile telecommunication sector. british journal of economics, finance and management sciences, 4(1), 31–49. alegre-vidal, j., lapiedra-alcam´i, r. & chiva-gómez, r. (2004). linking operations strategy and product innovation: an empirical study of spanish ceramic tile producers. research policy, 33, 829–839. dobni, c. b. (2010). achieving synergy between strategy and innovation: the key to value creation. int. journal of business science and applied management, 5(1), 48–58. du plessis, m. (2007). the role of knowledge management in innovation. journal of knowledge management, 11(4), 20–29. emadzade, m. k., mashayekhi, behnaz, abdar, elham. (2012). knowledge management capabilities and organizational performance. interdiciplinary journal of contemporary research in business, 3(11), 781–790. grant, r. m. 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(2007). knowledge management and innovation: an empirical study of dutch smes. scientific analysis of entrepreneurship and smes. netherlands ministry of economic affairs. microsoft word 06_masruroh_bej.doc dampak pengumuman right issue … (masruroh) 69 dampak pengumuman right issue terhadap shareholder wealth di bursa efek jakarta masruroh1 abstract article clarifies the impact of right issue announcement on abnormal return that will influence the prosperity of share holder. a research about right issue is an event study research. by event study method can be known is there an impact of abnormal stock price because unanticipated event. stock price is assumed can reflected the real value of a company, that is a reflection of all future cash flow that discount and include all relevant information. keywords: right issue, abnormal return, market model, stock abstrak artikel menerangkan dampak pengumuman peristiwa right issue terhadap terjadinya abnormal return yang selanjutnya akan mempengaruhi kemakmuran para pemegang saham. penelitian tentang right issue adalah penelitian event study. dengan metode event study dapat diketahui apakah ada dampak harga saham yang abnormal (abnormal stock price) akibat dari suatu event yang tidak diantisipasi. harga saham dianggap dapat merefleksikan nilai sebenarnya suatu perusahaan, yaitu merupakan refleksi dari nilai seluruh arus kas masa depan (future cash flow) yang didiskontokan dan termasuk semua informasi yang relevan. kata kunci: right issue, abnormal return,model pasar, saham 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta journal the winners, vol. 7 no. 1, maret 2006: 69-80 70 pendahuluan sistem company listed memungkinkan saham perusahaan lebih marketable. artinya bahwa apabila terjadi kenaikan harga saham perusahaan di bursa maka pemegang saham dapat memperjualbelikan saham yang belum pernah diperdagangkan. sistem company listed memungkinkan peningkatan jumlah saham yang diperdagangkan di bursa sehingga kesenjangan permintaan dan penawaran dapat dikurangi yang selanjutnya akan dapat dicapai harga yang wajar. bagi perusahaan yang telah go public, alternatif meningkatkan dana di pasar modal adalah melalui right issue. sejak tahun 1993, strategi penawaran umum terbatas kepada pemegang saham semakin sering digunakan oleh emiten sebagai sumber pembiayaan. di indonesia sampai dengan awal 1998, right issue adalah satu-satunya cara bagi perusahaan yang telah listing di bursa untuk menambah ekuitasnya. right issue merupakan penawaran hak (right) yang diberikan kepada pemegang saham lama untuk membeli saham tambahan pada harga yang lebih rendah daripada harga pasar saat ini. perusahaan yang menggunakan right issue biasanya menerbitkan satu right untuk setiap saham yang beredar. dengan demikian, setiap pemegang saham dapat menggunakan right tersebut untuk membeli tambahan equity yang berupa saham umum (common stock) atau saham istimewa (preffered stock) pada harga pemesanan yang lebih rendah daripada harga pasar. dana yang diperoleh dari right issue selanjutnya akan digunakan oleh emiten untuk mendanai berbagai macam kepentingan ekonomis. akibatnya, karakteristik pendapatan dan biaya perusahaan di masa mendatang akan berubah. investor rasional akan bereaksi terhadap kejadian yang menyebabkan perubahan karakteristik pendapatan dan biaya perusahaan. investor yang memiliki persepsi bahwa suatu kejadian akan meningkatkan kinerja perusahaan akan berusaha menambah investasinya sedangkan yang memiliki persepsi sebaliknya akan mengurangi atau bahkan melepaskan investasinya. reaksi itu menyebabkan perubahan harga yang nantinya juga akan mengakibatkan perubahan return bagi investor. jika pasar modal efisien maka harga saham akan mencerminkan seluruh informasi yang relevan dan bereaksi dengan cepat terhadap setiap informasi baru. oleh karena itu, apabila setelah pengumuman informasi right issue harga saham menunjukkan kenaikan maka sebenarnya hal itu merupakan gambaran tentang reaksi pasar yang menyetujui transaksi tersebut. sebaliknya, jika perubahan harga menurun, hal itu merupakan gambaran penolakan pasar terhadap transaksi right issue yang artinya pasar memandang transaksi tersebut akan mengurangi kinerja perusahaan dimasa mendatang. penelitian tentang right issue adalah penelitian event study. dengan metode event study ini dapat diketahui apakah ada dampak harga saham yang abnormal (abnormal stock price) akibat dari suatu event yang tidak diantisipasi. harga saham dianggap dapat merefleksikan nilai sebenarnya suatu perusahaan, yaitu merupakan refleksi dari nilai dampak pengumuman right issue … (masruroh) 71 seluruh arus kas masa depan (future cash flow) yang didiskontokan dan termasuk semua informasi yang relevan. pengumuman right issue merupakan pengumuman informasi (information release) yang menimbulkan reaksi pasar dan akibat dari pengumuman informasi itu akan membawa dampak positif ataupun negatif terhadap return saham sehingga akan mempengaruhi return bagi investor. abnormal return akan terjadi jika ada perbedaan return sesungguhnya (actual return) dengan return yang diharapkan (expected return) pada kondisi normal, tanpa adanya suatu event atau pengumuman informasi. abnormal return positif, jika pasar bereaksi positif terhadap pengumuman informasi. reaksi positif itu merupakan cerminan dari actual return yang lebih tinggi daripada expected return, begitupun sebaliknya jika abnormal return negatif. pada pengumuman right issue diharapkan akan memberikan reaksi positif terhadap pasar. hal itu karena dengan adanya right issue merupakan berita bagus (good news) bagi investor bahwa perusahaan memiliki peluang investasi yang akan dimanfaatkan. hal itu berarti bahwa right issue membuktikan kepercayaan investor atau pemegang saham akan masa depan perusahaan. akan tetapi sebaliknya, right issue akan memberikan dampak yang kurang menguntungkan bagi investor jika pemanfaatan hasil dana yang diperoleh dari right issue dirasa tidak tepat, misalnya untuk melakukan akuisisi internal. hal itu sesuai dengan penelitian yang pernah dilakukan oleh conny tjandra raharja (1995) bahwa akuisisi eksternal lebih membawa dampak positif, dalam arti memberikan abnormal return positif bagi investor daripada akuisisi internal yang memberikan dampak abnormal return yang tidak signifikan. begitu pula penelitian yang dilakukan oleh heli restiati (1996) bahwa hasil penggunaan right issue untuk akuisisi internal memberikan abnorrnal return negatif. ada beberapa faktor yang mempengaruhi terjadinya abnormal return pada right issue, misalnya dampak informasi, harga, redistribusi kemakmuran, signaling. perubahan faktor itu (informasi, harga, redistribusi kemakmuran, signaling) akan menyebabkan investor bereaksi. investor yang memiliki persepsi bahwa faktor tersebut akan mampu meningkatkan kinerja perusahaan akan berusaha untuk menambah investasinya sehingga akan dapat meningkatkan harga saham yang selanjutnya akan menyebabkan terjadinya abnormal return. dampak right issue terhadap return dapat terjadi pada satu periode tertentu yang diperkirakan akan terpengaruh dengan adanya suatu event yang dalam hal ini event-nya adalah pengumuman right issue. t = 0 adalah tanggal event, announcement date of right issue (tanggal pengumuman right issue), event window adalah t setelah ataupun sebelum t = 0 yang dapat ditentukan selama beberapa hari kerja transaksi di bursa, biasanya t = -10 berarti 10 hari kerja transaksi sebelum announcement date sedangkan t = 10, berarti 10 hari kerja transaksi setelah tanggal pengumuman. journal the winners, vol. 7 no. 1, maret 2006: 69-80 72 berdasarkan uraian latar belakang tersebut, dapat dirumuskan beberapa masalah yang relevan dengan topik penelitian sebagai berikut. 1. apakah terjadi abnormal return positif pada periode pengumuman right issue bagi perusahaan yang menggunakan dana right issue untuk akuisisi eksternal? 2. apakah tidak terjadi abnormal return yang signifikan pada periode pengumuman right issue bagi perusahaan yang menggunakan dana right issue untuk akuisisi internal? 3. faktor apa yang mempengaruhi terjadinya cumulative abnormal return sehubungan dengan right issue? hipotesis penelitian 1. a. diperoleh abnormal return positif pada periode announcement date of right issue untuk perusahaan yang akan menggunakan dana right issue untuk akuisisi eksternal. b. tidak diperoleh abnormal return yang signifikan pada periode announcement date of right issue untuk perusahaan yang akan menggunakan dana right issue untuk akuisisi internal. 2. rasio ekuitas baru yang diterbitkan, size perusahaan, varians return, harga penawaran, rasio utang, kontribusi pemodal, likuiditas, kondisi pasar, dan tujuan penggunaan dana, mempengaruhi terjadinya car (cumulative abnormal return) pada tanggal pengumuman. hipotesis ke 2 dapat dinyatakan dalam persamaan sebagai berikut. cari(-t,0) = a0 + a1investi + a2sizei + a3vari + 4offer+a5ddtoai+ a6contri + a7liquidi + a8marketi + a9dacqi + e metode penelitian dalam melakukan penelitian event study dengan topik right issue ini, peneliti menggunakan kerangka konsep pengujian hipotesis statistikal. untuk menguji hipotesis satu (1.a.) dan hipotesis satu (1.b.), digunakan model matematis. untuk menguji hipotesis dua (2), digunakan model hubungan antara variabel independen dengan variabel dependen adalah dalam bentuk regresi linear berganda. pertimbangannya adalah bahwa ukuran variabel bebas dan variabel terikat adalah dalam skala interval (metrik), model itu memiliki bentuk yang sederhana dan umum dipakai baik dari segi penghitungan maupun dari segi interpretasinya. dampak pengumuman right issue … (masruroh) 73 pembahasan definisi operasional variabel dalam penelitian ini yang dimaksud dengan dengan shareholder wealth (kemakmuran pemegang saham) adalah tercermin dari besarnya cumulative abnormal return yang dihasilkannya akibat dari adanya pengumuman right issue. adapun faktor yang menyebabkan terjadinya abnormal return sehubungan dengan right issue tersebut adalah hal berikut. invest : ukuran tambahan modal yang disetujui oleh pemegang saham lama dibandingkan dengan banyaknya saham perusahaan yang beredar. size : ukuran besarnya perusahaan yang dihitung dengan logaritma dari banyaknya lembar saham yang beredar dikalikan dengan harga saham satu bulan sebelum tanggal pengumuman. variance : varians return perusahaan i, dihitung dari varians return harian saham i selama hari –200 s/d –51. offer : harga penawaran sebagai fraksi dari harga saham i, ditentukan dari rasio harga penawaran dengan harga penutupan satu bulan sebelum hari pengumuman. dtoa : variabel dummy yang berdasarkan rasio debt/asset, dtoa=1 berarti perusahaan memiliki rasio debt/asset diatas median sampel, sedang jika dtoa=0 berarti perusahaan memiliki rasio debt/asset dibawah median sampel. contribution : ukuran difusi kepemilikan perusahaan, dihitung dari banyaknya shareholder sebelum penawaran. liquidity : ukuran likuiditas saham perusahaan, diukur dengan rata-rata volume perdagangan harian setiap saham sampel satu tahun sebelum penawaran dibagi dengan jumlah saham beredar. market : ukuran performance pasar saham sebelum issue, menunjukkan cumulative average return pasar saham periode t = -50 s/d t=-1. acquisition : variabel dummy yang menunjukkan tujuan penggunaan dana right issue yang umumnya untuk operasional, investasi dalam bentuk akuisisi. akuisisi=1 berarti untuk akuisisi eksternal, akuisisi=0 berarti untuk akuisisi internal. car : merupakan cumulative abnormal return dari periode hari -10 sampai dengan +10 populasi dan sampel data yang digunakan dalam penelitian adalah data selama periode semester i 1993 sampai dengan semester i 1997 (9 semester). tahun 1997 diambil hanya sampai semester i karena pada awal semerter ii (sekitar bulan agustus 1997) sudah mulai terjadi journal the winners, vol. 7 no. 1, maret 2006: 69-80 74 krisis ekonomi sehingga mempengaruhi kinerja bej yang sudah tidak realistis lagi, misalnya harga saham sudah di bawah nilai nominalnya. populasi right issue diteliti dari semua perusahaan yang telah go public dan terdaftar di bej selama periode semester i 1993 sampai dengan semester i 1997 yang pernah melakukan right issue, yakni sebanyak 128 issuer. ada 34 issuer yang menggunakan dana right issue untuk akuisisi sehingga itulah yang diambil sebagai sampel dalam penelitian ini. jika dana digunakan untuk akuisisi internal dan juga untuk akuisisi eksternal maka untuk menentukan apakah akan dimasukkan sebagai akuisisi internal ataukah sebagai akuisisi eksternal dilihat dari persentasenya. jika dananya digunakan > 50% untuk akuisisi internal maka akan dianggap sebagai akuisisi internal, begitu juga akan dianggap sebagai akuisisi eksternal, jika dana yang digunakan > 50% untuk melakukan akuisisi eksternal. dari 34 sampel emiten tersebut, ada 82% atau 28 emiten yang melakukan akuisisi internal sedang sisanya 18% atau 6 emiten melakukan akuisisi eksternal. pengolahan dan teknik analisis data model model yang digunakan untuk membahas permasalahan 1 dan 2 yakni menguji dampak right issue terhadap return saham adalah model market. model yang digunakan untuk menghitung abnormal return (ar) tiap saham selama hari event t, yaitu: arit = rit [ αi + βi rmt ] keterangan : arit = abnormal return saham i pada hari t rit = return saham individu i pada hari t rmt = return pasar pada hari t α dan β = intercept dan slope regresi linear antara return saham individu i dengan return pasar selama estimation window return saham individu ditentukan dari perbedaan harga penutupan saham pada hari t dengan hari t –1. pit pit-1 rit = _________ pit-1 keterangan: rit = return saham individu i pada hari t pit = harga penutupan saham i pada hari t pit-1 = harga penutupan saham i pada hari t-1 dampak pengumuman right issue … (masruroh) 75 untuk menganalisis keseluruhan cumulative abnormal return (permasalahan 3), digunakan analisis cross sectional abnormal return dalam bentuk regresi yang dapat membantu membedakan berbagai hipotesis (information, price pressure, wealth redistribution, signaling effects) dan juga untuk mengidentifikasi faktor penyebab cumulative abnormal return. cari(-t,0) = a0 + a1investi + a2sizei + a3vari + a4offeri + a5ddtoai + a6contri + a7liquidi + a8marketi + a9dacqi+ e uji hipotesis a. uji signifikansi abnormal return untuk menguji hipotesis 1 (a dan b), digunakan uji statistik t – test untuk menguji signifikansi rata-rata abnormal return (aar=average abnormal return) masingmasing kelompok sampel untuk akuisisi eksternal (hipotesis 1a) dan kelompok sampel untuk akuisisi internal (hipotesis 1b). rumus uji – t yang digunakan adalah sebagai berikut. aar t = __________ σ / √ n keterangan: aar = average abnormal return (abnormal return rata-rata) σ = standar deviasi n = banyaknya sampel sehingga hipotesis statistiknya adalah sebagai berikut. kelompok sampel untuk akuisisi eksternal: h0 : aar ≤ 0 ha : aar > 0 h0 ditolak jika t-stat > tα.df kelompok sampel untuk akuisisi internal: h0 : aar ≠ 0 ha : aar = 0 h0 ditolak jika tα.df < t-stat < tα.df dalam uji signifikansi abnormal return, tingkat α yang digunakan adalah mulai 1%, 5%, dan 10%. journal the winners, vol. 7 no. 1, maret 2006: 69-80 76 b. uji multikolinearitas multikolinearitas (multicolinearity test) digunakan untuk menguji apakah ada hubungan yang erat antar variabel bebas dalam fungsi regresi tersebut. untuk mengetahui ada tidaknya multikolinearitas, akan digunakan perhitungan koefisien korelasi pearson (gujarati, 1988) dan perhitungan variance inflation factor (vif) (dielman, 1991). jika nilai vif tinggi diantara variabel bebas maka menunjukkan bahwa variabel tersebut saling berkorelasi. hal itu berarti terjadi multikolinearitas. umumnya, akan dikatakan terjadi multikolinearitas yang serius jika nilai vif > 10 (dielman, 1991). adapun rumus koefisien korelasi pearson adalah sebagai berikut. n σ xy σ x σ y r = __________________________ √ n σ x2 (σx2) √ n σ y2 (σy2) keterangan : r = koefisien korelasi n = jumlah sampel x = variabel independen y = variabel dependen rumus vif adalah sebagai berikut. 1 vif = ________ ( 1ri 2 ) keterangan: vif = variance inflation factor ri 2 = koefisien regresi berganda apabila variabel independen ke-i diprediksi dari variabel independen yang lain hasil penelitian hasil penelitian menunjukkan hal berikut. 1. penentuan tanggal pengumuman right issue (event date atau t0) seharusnya berdasarkan pertimbangan bahwa event date adalah tanggal pertama kali informasi tersebar secara publik. berdasarkan atas pertimbangan tersebut maka event date-nya adalah saat tersebarnya informasi di media massa tentang akan diadakannya rulbps. penentuan event date itu dengan alasan inilah saat pertama kali investor yang aktif mencari informasi (well-informed investor) menangkap informasi. sebagai pembanding event date adalah tanggal dimana informasi baru direspons oleh investor yang pasif dalam mencari informasi (unwell-informed), yaitu tanggal terjadinya pelaksanaan hak/right (ex-right date). dampak pengumuman right issue … (masruroh) 77 tabel 1 daftar event right issue emiten no. emiten rulbps announcement ex-right date date 1 admg (andayani megah) 16-9-96 7/10/96 2 asgr (astra graphia) 13-6-96 16-7-96 3 bayu (bayu buana) 13-6-93 8/7/93 4 bnbr (bakrie brother) 12/4/93 10/5/93 5 bnbr (bakrie brother) 12/6/94 28-07-94 6 bnii ( bank int. indonesia) 12/12/96 3/1/97 7 cppr (cp. prima) 28-5-96 18-6-96 8 dsst ( darmala sakti) 29-5-94 20-6-94 9 dvla (darya varia) 31-3-96 19-4-96 10 gjtl (gajah tunggal) 9/9/96 30-9-96 11 griv (great river ind.) 15-1-96 5/2/96 12 gsmf (gjh surya mf) 31-3-94 22-4-94 13 igar (igar jaya) 11/6/95 30-6-95 14 indr (indorama syn.) 4/5/95 26-5-95 15 jihd (jkt. int. hotel&dev.) 15-5-96 5/6/96 16 klbf (kalbe farma) 29-3-93 20-04-93 17 lion (lion metal) 5/6/96 26-6-96 18 lpld (lippo land dev.) 11/9/94 3/10/94 19 lpli (lippo life) 10/6/96 1/7/96 20 lpps (lippo sec.) 12/6/97 3/7/97 21 mlnd (mulialand dev.) 15-5-96 5/6/96 22 mlpl (multipolar) 6/6/96 28-6-96 23 mlpl (multipolar) 8/6/97 30-6-97 24 mtfn (bakrie brother mf) 21-1-94 11/2/94 25 mtfn (bakrie brother mf) 24-9-95 13-10-95 26 om-re (ometraco realty) 14-11-96 5/12/96 27 pool (pool asuransi) 14-6-94 6/7/94 28 ptra (putra sry. perkasa) 16-1-96 6/2/96 29 pwon (pakuwon jati) 13-6-94 5/7/94 30 shda (sari husada) 17-4-94 6/5/94 31 smcb (semen cibinong) 12/6/94 4/7/94 32 smgr (semen gresik) 5/7/95 26-7-95 33 sona (sona topaz) 4/5/95 24-5-95 34 tmpi (telaga mas pi.) 26-2-97 19-3-97 2. jika t0 adalah tanggal pengumuman rulbps ternyata pada pasar modal di indonesia (bej) terjadi abnormal return negatif dan positif yang signifikan pada periode sebelum t0 tetapi, setelah t0 tidak terjadi lagi abnormal return. hal itu ada kemungkinan terjadi insider trading. akan tetapi, jika dikelompokkan menurut tujuan penggunaan dana untuk akuisisi eksternal dan internal dapat disimpulkan sebagai berikut. journal the winners, vol. 7 no. 1, maret 2006: 69-80 78 a. untuk akuisisi eksternal, terbukti hipotesis dengan terjadinya abnormal return positif yang signifikan pada periode event window (lima hari setelah event date). b. untuk akuisisi internal, tidak terbukti hipotesis karena ternyata terjadi abnormal return positif dan negatif yang signifikan pada periode event window (lima hari dan satu hari sebelum event date). 3. jika t0 adalah tanggal pelaksanaan right, ternyata terjadi abnormal return negatif pada periode sebelum dan setelah t0. hal itu mendukung penemuan tentang dampak right issue terhadap abnormal return di berbagai negara maju (as dan eropa barat) tentang abnormal return negatif di seputar event window. jika ditinjau dari tujuan penggunaan dana maka dapat ditarik simpulan berikut. a. untuk akuisisi eksternal, tidak terbukti hipotesis karena ternyata terjadi abnormal return negatif yang signifikan pada periode event window. b. untuk akuisisi internal, tidak terbukti hipotesis karena selama event window terjadi abnormal return negatif yang signifikan 4. dari sembilan variabel yang mempengaruhi terjadinya car (t0=tanggal pengumuman rulbps), hanya ada dua faktor saja yang berpengaruh secara signifikan terhadap terjadinya car, yakni offer dan liquid (likuiditas saham). jika t0=ex-right date maka variabel yang berpengaruh sangat signifikan terhadap car adalah offer, dtoa, contr., liquid, market. 5. dampak informasi (information effect) yang tercermin pada variabel invest, contribution, market terbukti hipotesisnya melalui dua variabel, yakni contribution dan market untuk t0 = ex-right date. pada bej, makin terkonsentrasi difusi kepemilikan mengindikasikan dampak informasi yang kuat. begitu pula makin besar return pasar atau makin tinggi tingkat kenaikan ihsg semakin kuat dampak informasinya. invest, semakin besar tambahan dana yang diperlukan mengindikasikan adanya informasi tentang cash flow yang negatif dari issuer. sedangkan jika t0 = tanggal pengumuman rulbps tidak terbukti hipotesisnya. 6. dampak tekanan harga (price pressure effect) tercermin pada variabel size, variance, liqudity tidak terbukti hipotesisnya. hanya variabel liquid yang berpengaruh pada bej dan bertolak belakang dengan hipotesisnya (tanda negatif) baik t0 = tanggal pengumuman rulbps maupun t0 = ex-right date. semakin likuid saham semakin besar dampak reaksi harga saham. 7. dampak redistribusi kemakmuran pemegang saham (wealth redistribution effect) yang tercermin pada variabel dtoa terbukti jika t0 = ex-right date. berdasarkan hasil penemuan ini bahwa emiten yang memiliki rasio utang terhadap aset yang lebih besar dari nilai median seluruh sampel emiten mengimplikasikan terjadi transfer kemakmuran dari shareholder kepada bondholder. 8. dampak signaling (signaling effect) yang tercermin pada variabel offer dan acquisition tidak terbukti. akan tetapi, penemuan penelitian ini berlawanan dengan hipotesis dampak signaling pada variabel offer baik t0 = tanggal pengumuman rulbps maupun t0 = ex-right date. hal itu karena berdasarkan hasil penemuan di dampak pengumuman right issue … (masruroh) 79 bej ini bahwa semakin tinggi harga penawaran semakin kecil abnormal return. hal itu merupakan signal bahwa investor sangat concern terhadap harga pemesanan. 9. secara keseluruhan, variabel offer dan liquid secara bersamaan signifikan berpengaruh terhadap car untuk t0 = tanggal pengumuman rulbps dapat memberi penjelasan tentang variasi perubahan car dengan tingkat 13,69% sedangkan jika t0 = ex-right date variabel offer, dtoa, contr., liquid, market secara bersamaan dapat menjelaskan variasi perubahan car sebesar 92,67%. 10. perbedaan hasil penemuan ini dengan hasil penemuan sebelumnya conny chandra raharja (1995) dan heli restiati (1996), terutama untuk hasil temuan akuisisi internal karena perbedaan periode penelitian yang lebih lama. penutup terdapat beberapa faktor atau variabel independen yang tidak signifikan berpengaruh terhadap variabel dependen. oleh karena itu, masih ada kemungkinan melakukan penelitian lebih lanjut tentang beberapa variabel independen tersebut dan penentuan t0 berdasarkan tanggal lain yang mungkin paling tepat mengindikasikan pertama kali investor menangkap informasi secara publik guna mendukung dan melengkapi penelitian ini. penentuan periode car sebelum event date (-10,0) dapat dimodifikasi dengan car setelah event date dengan pertimbangan dipilh saat t yang signifikan sehingga diperoleh hasil penelitian yang lebih lengkap. di samping itu juga, penentuan periode even window yang dapat diperpanjang ( > +/10 hari) atau diperpendek (< +/10 hari) dengan harapan akan ditemukan hasil yang lebih variatif dan memperkuat penemuan ini. ditinjau dari besarnya nilai r2 yang agak terlalu rendah berarti masih ada faktor lain yang mempengaruhi secara lebih signifikan terhadap car. oleh karena itu, ada kemungkinan faktor lain, baik mikro maupun makro yang mempengaruhi car. oleh karena itu, masih dapat dilakukan penelitian lebih lanjut yang mampu mengidentifikasikan lebih tepat lagi variabel independen lainnya. journal the winners, vol. 7 no. 1, maret 2006: 69-80 80 daftar pustaka bayless, mark and susan chaplinsky. “is there a window opportunity for seasoned equity issuance?” journal of finance (march 1996), 253 – 277. bodie, zvi and alex kane. 1996. investment. 3rd edition. chicago: irwin. brown, s.j. and j.b. warner. 1980. “measuring security price performance.” journal of financial economics (juni), 205 – 258. damodaran, aswath. 1997. corporate finance: theory and practice. new york: john wiley and sons. emery, douglas r. and john d. finnerty. 1997. corporate financial management. 1st edition. prentice hall, inc. french, kenneth r. and richard roll. 1986. “stock return variance: the arrival of information and the reaction of trader.” journal of financial economics 17, 5 – 26. hanafiah, mamduh. 1998. “efisiensi emisi saham baru di bej (1989 – 1994).” kelola 17/vii, 88 – 106. hermanto, bambang. 1998. “nominal stock return volatility on the stock exchange 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(teguh sriwidadi) 47 pengaruh kepemimpinan dan kapabilitas dinamis terhadap manajemen pengetahuan di binus university jakarta teguh sriwidadi management department, school of business management, binus university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 teguhfemale@gmail.com abstract this research aims to analyze the effect of leadership and dynamic capabilities on knowledge management at binus university. research objects are lecturers and employees of binus unversity with 90 respondents. sampling technique used is disporporsiaonte stratified random sampling procedure, the number of subjects of each stratum would no be altered, while keeping the sample size unchanged. the data analysis method is ibm spss (statistical program for social science) version 20. the result is the effect of leadership and dynamic capabilities on knowledge management presented by multiple regression equation: y = 1,425 + 0,031 x1 + 0,625 x2, which y = knowledge management, x1 = leadership, and x2 = dynamic capabilities. the dynamic capabilities significantly affects knowledge management, but leadership does not significantly affect knowledge management. leadership variable has two functions, as independent variable but must be controlled and as the second independent variable or as mediator. keywords: leadership, dynamic capabilities, knowledge management abstrak penelitian ini bertujuan untuk mengetahui pengaruh kepemimpinan dan kapabilitas dinamis terhadap penerapan manajemen pengetahuan dalam penyelenggaraan proses belajar mengajar di binus university. responden penelitian adalah dosen dan karyawan binus university yang berjumlah 90 reponden. teknik pengambilan sampel dilakukan dengan cara disproporsionate stratified random sampling, dengan jumlah subjek dari setiap strata tidak sama rata, tetapi jumlah sampel tidak berubah. metode pengolahan data yang digunakan adalah ibm spss (statistical program for social science) version 20. hasil penelitian menunjukkan pengaruh kepemimpinan dan kapabilitas dinamis terhadap manajemen pengetahuan ditunjukkan oleh persamaan regresi linear berganda y = 1,425 + 0,031 x1 + 0,625 x2; dengan y = manajemen pengetahuan, x1 = kepemimpinan, x2 = kapabilitas dinamis. kapabilitas dinamis berpengaruh secara signifikan terhadap manajemen pengetahuan, sedangkan variabel kepemimpinan pengaruhnya tidak signifikan terhadap manajemen pengetahuan. variabel kepemimpinan memiliki dua fungsi, yaitu: sebagai independent variable tetapi harus dikontrol dan sebagai independent variable kedua atau sebagai mediator. kata kunci: kepemimpinan, kapabilitas dinamis, manajemen pengetahuan   48   journal the winners, vol. 15 no. 1, maret 2014: 47-60  pendahuluan ditinjau kemajuannya, menurut nizam (2013) saat ini indonesia menduduki peringkat dunia keenam belas, memiliki 45 juta penduduk usia sekolah, 55 juta tenaga trampil, dan $ 0,5 triliun peluang pasar untuk jasa, pertanian dan perikanan, sumber daya, dan pendidikan. berdasarkan proyeksi mckinsey and company (2012), pada 2030 indonesia akan menduduki peringkat dunia yang ke tujuh, dengan 135 juta penduduk usia sekolah, 113 juta tenaga trampil, dan $1,8 triliun peluang pasar untuk jasa, pertanian dan perikanan, sumber daya, dan pendidikan. melihat besarnya peluang pasar khususnya di bidang pendidikan, maka pendidikan perlu dibina dan dikembangkan baik kuantitasnya dan kualitasnya. penduduk usia sekolah yang jumlahnya sekitar 45 juta anak pada masa usia belajar difasilitasi oleh 95 perguruan tinggi negeri (ptn) dan sekitar 3.000 perguruan tinggi swasta (pts). jumlah pts yang besar ini mampu menampung sekitar 70 persen anak indonesia pada usia belajar, sedangkan yang mendapatkan kesempatan untuk memperoleh pendidikan di ptn hanya sekitar 30 persen. besarnya jumlah anak pada usia belajar, dan adanya faktor pergeseran usia penduduk, serta kemajuan ekonomi menambah kemungkinan anak-anak dari keluarga menengah memasuki jenjang pendidikan tinggi, yang berakibat meningkatnya permintaan terhadap pendidikan tinggi.tantangan terbesar adalah bagaimana menyediakan pendidikan tinggi dalam menghadapi begitu pesatnya pertumbuhan permintaan itu dan mengupayakan agar pendidikan tinggi yang sudah ada tetap baik mutunya dan berkelanjutan (sustainable) (elfindri, 2013). binus university, sebagai salah satu perguruan tinggi swasta mengalami persaingan yang sangat ketat, dalam lingkup domestik maupun global. dalam menghadapi persaingan dalam era globalisasi pts sebagai organisasi dituntut untuk meninggalkan paradigma resource-based competitivenesss, di mana organisasi yang dianggap unggul dan kompetitif ialah organisasi yang memiliki faktor-faktor produksi secara lengkap seperti modal, tanah, tenaga kerja, bangunan, lokasi, dan mulai untuk mempergunakan paradigma knowledge-based competitiveness (suharti & hartanto, 2009), sebagai tumpuan baru berupa eksploitasi, dan pengelolaan ilmu pengetahuan yang ada pada setiap sumber daya manusianya, dan teknologi dengan tujuan untuk mencapai keunggulan dan daya saing pada tingkat yang paling optimal. fenomena inilah yang disebut dengan konsep knowlegde management ini berarti knowledge management merupakan hal penting untuk diterapkan di perguruan tinggi. penerapan km di lingkungan perguruan tinggi merupakan sesuatu yang mutlak, namun penelitian empirik penerapan km di institusi pendidikan tinggi masih sangat terbatas (suharti & hartanto, 2009). beberapa studi terbatas dalam konteks negara barat menunjukkan bahwa institusi pendidikan tinggi dapat bertransisi dari institusi pengetahuan menjadi institusi pembelajar melalui penerapan km. perguruan tinggi yang menerapkan manajemen pengetahuan mampu menempatkan diri dengan baik dalam menjawab tantangan persaingan dalam industri pendidikan di era globalisasi saat ini. berdasarkan latar belakang masalah tersebut, penelitian tentang pengaruh kepemimpinan dan kapabilitas dinamis terhadap manajemen pengetahuan dilakukan. penelitian ini dilakukan untuk mengevaluasi pengaruh kepemimpinan dan kapabilitas dinamis terhadap manajemen pengetahuan di binus university. landasan teori teori-teori kepemimpinan menurut al-zegaier (2012), ada sembilan tipe dasar kepemimpinan dari teori kepemimpinan. teori sifat dari kepemimpinan (trait theories of leadership) menjawab pertanyaan dengan pengaruh kepemimpinan..... (teguh sriwidadi) 49 memberikan spesifikasi atau identifikasi sifat, karakteristik, kemampuan, pola perilaku, atau keterampilan yang dimiliki atau ditunjukkan oleh pemimpin. masalah dalam teori ini adalah selalu mengidentifikasikan karakteristik yang membedakan pemimpin dari orang-orang dengan sifat yang sama dengan yang bukan pemimpin (bass, 1990). teori manajemen dari kepemimpinan (management theories of leadership) berhubungan terutama dengan kinerja organisasi atau kelompok. tipe teori ini mencakup kepemimpinan transaksional, kepemimpinan transformasional, kepemimpinan demokratis, dsb). masalah yang mendasar dari teori ini adalah masalah eksploitasi (bass, 1990). teori hubungan (relationship theories) menjawab pertanyaan dengan mendefinisikan kepemimpinan sebagai hubungan antara orang-orang dengan keinginan dan kebutuhan bersama yang berjuang untuk tujuan bersama. hubungan ini didefinisikan dengan konflik dan dengan pengaruh. teori proses (process theories) menjawab pertanyaan dengan mendefinisikan kepemimpinan sebagai proses dari interaksi dinamis di antara orang-orang dengan etika yang berbeda-beda untuk menyelaraskan mereka dalam menyelesaikan masalah sosial khusus atau untuk menghasilkan secara evolusi perubahan sosial. dalam teori ini pemimpin lebih dipandang simbol dari yang diinginkan oleh setiap orang dari pada sebagai pembuat / produsen hasil. teori perilaku (behavioural theories) membahas beberapa celah dalam teori sifat dengan konsentrasi pada apa yang benar-benar dilakukukan oleh pemimpin bukan pada kualitas yang mereka miliki (theory x dan theory y). kepemimpinan partisipatif (participative leadership) merekomendasikan gaya kepemimpinan yang melibatkan orang lain dalam proses kepemimpinan. teori-teori ini (gaya kepemimpinan lewin, gaya kepemimpinan likert) menyarankan bahwa pemimpin mempunyai hak untuk menerima atau menolak perkataan dari bawahannya dalam proses kepemimpinan. kepemimpinan situasional (situational leadership) menyarankan bahwa kepemimpinan adalah reaksi terhadap situasi di mana sedang dilaksanakan. teori-teori ini (model normatif, model kepemimpinan berpusat-tindakan, kepemimpinan kesatuan, model kepemimpinan situasional hersey and blanchard, teori lintasan-tujuan, dsb.) menyarankan bahwa mungkin gaya kepemimpinan yang berbeda memerlukan level yang berbeda pada organisasi yang sama. teori kontingensi (contingency theories) memperhalus sudut pandang situasional dengan berfokus pada identifikasi variabel-variabel situasional yang menentukan gaya kepemimpinan yang paling tepat untuk menyesuaikan dengan keadaan tertentu. teori kepemimpinan house’s path-goal dikembangkan oleh robert house dan memiliki akar-akar dalam teori harapan dari motivasi. teori ini berdasarkan pada alasan bahwa persepsi karyawan akan harapan (expectancy) antara usaha dan kinerjanya sangat dipengaruhi oleh perilaku pemimpinnya. keempat gaya kepemimpinan menurut house adalah: directive, supportive, participative, dan achievement-oriented. definisi kepemimpinan transaksional dan transformasional menurut hamilton (2010), berdasarkan teori kepemimpinan, kepemimpinan transaksional dan kepemimpinan transformasional termasuk dalam teori kepemimpinan manajemen (al-zegaier, 2012). kepemimpinan transaksional secara sederhana diringkas sebagai transaksi antara pemimpin dan bawahan, dalam usaha untuk meningkatkan kinerja. secara umum didefinisikan sebagai kepemimpinan yang berdasarkan transaksi antara manajer dan pekerja (bass, 1990). bass (1990) mendeskripsikan kepemimpinan transaksional secara terperinci sebagai perubahan dalam tingkat atau peningkatan marginal yang dapat dilihat sebagai hasil dari kepemimpinan yaitu proses pertukaran: suatu transaksi yang bawahan mencapai kinerja dan mencapai kontrak eksplisit atau implisit dengan pimpinannya. kepemimpinan transaksional sebagai persyaratan dan kondisi eksplisit khusus dari suatu tugas, dilengkapi dengan penghargaan (reward) untuk memenuhi persyaratan tersebut dan bahwa memenuhi persyaratan adalah melengkapi transaksi tersebut. sedangkan kepemimpinan transformasional merupakan tipe kepemimpinan yang menginspirasi dan mentransformasi pekerja dalam rangka meningkatkan kinerjanya. bass (1990) menjelaskan transformasional terjadi jika pemimpin memperluas dan mengangkat kepentingan dari pekerja, ketika mereka membuat kesadaran dan penerimaan dari tujuan dan misi kelompok, dan ketika mereka memadukan para pekerja untuk melihat lebih jauh dari sekedar kepentingan diri sendiri untuk kebaikan kelompok.   50   journal the winners, vol. 15 no. 1, maret 2014: 47-60  multifactor leadership questionnaire (mlq) bass (1990) mengembangkan multifactor leadership questionnaire (mlq) untuk tingkat pemimpin menunjukkan kepemimpinan transaksional dan transformasional dan tingkat pengikut/bawahan (follower) puas terhadap efektifitas kepemimpinan pemimpinnya. mlq mengukur berbagai tipe kepemimpinan dari pemimpin pasif sampai pemimpin yang memberikan penghargaan kontingensi kepada para pengikut-pengikutnya, sampai pemimpin yang mentransformasikan pengikutnya menjadi pemimpin bagi dirinya sendiri. mlq menawarkan pemikiran lengkap dari 9 faktor kepemimpinan, yaitu kepemimpinan transformasional: atribut ideal (idealized attributes), perilaku ideal (idealized behaviour), motivasi inspirasional (inspirational behaviour), stimulasi intelektual (intellectual stimulation), pertimbangan individual (individualized stimulation); kepemimpinan transaksional: penghargaan kontingensi, manajemen dengan pengecualian (management-by-exception) aktif; perilaku menghindar pasif (passive – avoidant behaviours): manajemen dengan pengecualian (management-by-exception) pasif, kepemimpinan bergaya lebih bebas (laissez-faire). konsep kapabilitas dinamis kapabilitas dinamis didefinisikan dari dua suku kata, yaitu kapabilitas dan dinamis. istilah dinamis menunjukkan kapasitas untuk memperbarui kompetensi-kompetensi untuk mencapai kesesuaian dengan perubahan lingkungan bisnis; tanggapan tertentu diperlukan ketika laju perubahan teknologi cepat, dan kompetisi mendatang dan kondisi pasar sulit ditentukan. istilah kapabilitas menekankan aturan kunci dari manajemen dalam beradaptasi, mengintegrasi, dan merekonfigurasi secara tepat ketrampilan-ketrampilan internal dan eksternal organisasi, sumber daya, dan kompetensi fungsional untuk menyesuaikan dengan persyaratan perubahan lingkungan. konsep kapabilitas dinamis dikembangkan secara eksplisit dalam suatu studi oleh teece, pisano, dan shuen (1997). konsep ini secara formal dipublikasikan pada 1994 oleh teece dan pisano. mereka menerangkan bahwa rbv (resources based view) tidak bisa untuk melengkapi penjelasan bagaimana suatu perusahaan sukses dalam mendemonstrasikan inovasi produk yang responsif, cepat, dan fleksibel dan menyebarkan kembali kompetensi-kompetensi internal dan eksternal. secara eksplisit berargumentasi bahwa pandangan tentang kapabilitas dinamis bisa mengatasi keterbatasan dari rbv. mereka mendefinisikan kapabilitas dinamis sebagai kemampuan untuk mengintegrasi, membangun, dan merekonfigurasi kompetensi-kompetensi internal dan eksternal untuk menghadapi perubahan lingkungan yang cepat. tinjauan pustaka konstruk manajemen pengetahuan dalam perspektif integrasi, menajemen pengetahuan menggambarkan sumber daya yang ada dalam organisasi yang mungkin sudah diterapkan pada praktek-prakterk sistem informasi yang baik, manajemen informasi perubahan organisasional, dan manajemen sumber daya manusia. secara khusus dilihat dari perspektif sumber daya manusia, manajemen pengetahuan merupakan suatu proses untuk memperoleh, menangkap, berbagi, atau menggunakan pengetahuan, di mana pun tempatnya, untuk meningkatkan pembelajaran dan kinerja dalam organisasi. manajemen pengetahuan merupakan manajemen sistematik dan eksplisit dari pengetahuan vital dan proses-proses yang berhubungan, dari menciptakan, mengumpulkan, mengorganisasikan, difusi, penggunaan dan eksploitasi, dalam mengejar tujuan organisasi. dari perspektif sistem informasi, martin (2000) mendefinisikan manajemen pengetahuan sebagai semua metode, instrumen, dan alat dalam pendekatan yang holistik berkontribusi terhadap promosi dari proses pengetahuan inti. perspektif kedua dalam mendefinisikan manajemen pengetahuan adalah perspektif strategi (uit beijerse, 2000). menurut perspektif ini manajemen pengetahuan dianggap sebagai pencapaian tujuan organisasi dengan membuat faktor produktif pengetahuan. definisi manajemen pengetahuan pengaruh kepemimpinan..... (teguh sriwidadi) 51 sebagai tindakan untuk meningkatkan cara-cara dimana perusahaan-perusahaan menghadapi lingkungan dengan turbulensi tinggi dapat memobilisasi basis pengetahuan (atau mendaya-ungkit aset pengetahuan) dalam rangka memastikan inovasi yang kontinu. dari definisi tersebut tampak bahwa kemajuan dalam manajemen pengetahuan perlu mengadopsi integrasi perspektif interdisipliner dan strategis (jashapara, 2011). tujuan strategis dari aktivitas-aktivitas manajemen pengetahuan adalah untuk meningkatkan modal intelektual dan mempertinggi kinerja organisatoris. terdapat dimensi manusia dari pengembangan pengetahuan individual, tim, dan organisasi dan semuanya terjadi secara mendasar melalui proses pembelajaran yang berbeda. dari perspektif yang ketiga, yaitu interdisipliner, manajemen pengetahuan dapat didefinisikan sebagai proses pembelajaran efektif dihubungkan dengan eksplorasi, eksploitasi, dan berbagi pengetahuan manusia (tersembunyi dan terang-terangan) yang menggunakan teknologi dan lingkungan budaya yang tepat untuk meningkatkan modal intelektual dan kinerja. dalam manajemen pengetahuan, dikenal isrilah-istilah data, information, pengetahuan, dan kebijakan (jashapara, 2011). data didefinisikan sebagai fakta atau benda yang diketahui yang digunakan sebagai basis inferensia atau reckoning. sedangkan definisi informasi adalah sesuatu yang menceritakan atau aktivitas menginformasikan atau menceritakan. informasi dapat dianggap sebagai data yang terorganisir secara sistematis. metode jenis data untuk semua variabel adalah data kuantitatif. sumber data adalah primer (dari kuesioner). teknik pengumpulan data menggunakan sumber data primer yaitu kuesioner. data sekunder diperoleh melalui studi literatur dengan cara melihat, membaca, dan mencatat buku-buku, internet, dan jurnal ilmiah. teknik pengambilan sampel dilakukan dengan cara disproporsionate stratified random sampling dengan jumlah subjek dari setiap strata tidak sama rata tetapi jumlah sampel tidak berubah. sampel dalam penelitian ini berjumlah 90 terdiri dari dosen dan karyawan. metode analisis data menggunakan regresi linier berganda dan korelasi. kerangka konseptual untuk membentuk kerangka konseptual, perlu dijelaskan mengenai jenis-jenis operasional variabel. menurut putong (2007) ada dua jenis variabel, yaitu variabel dependen (kriteria/respons) dan variabel independen (prediktor). variabel dependen terdiri dari tiga variabel yaitu variabel dependen tunggal, variabel dikotomi, dan variabel multiple, sedangkan variabel independen terdiri dari variabel anteseden (pendahulu), variabel intervening (partial mediator dan full mediator), dan variabel interaction (homologizer, quasi, dan pure moderator). kerangka konseptual (gambar 1) dibuat berdasarkan hubungan antara variabel-variabel kepemimpinan, kapabilitas dinamis, dan manajemen pengetahuan. kepemimpinan, dan kapabilitas dinamis masing-masing berpengaruh langsung terhadap manajemen pengetahuan (h1) dan (h2). gambar 1 kerangka konseptual h2 h1 kepemimpinan manajemen pengetahuan kapabilitas dinamis   52   journal the winners, vol. 15 no. 1, maret 2014: 47-60  berdasarkan kerangka konseptual yang diusulkan, disusun dua hipotesis yang akan diteliti yaitu h1 (pengaruh kepemimpinan terhadap manajemen pengetahuan), h2 (pengaruh kapabilitas dinamis terhadap manajemen pengetahuan). h1: kepemimpinan berpengaruh positif terhadap manajemen pengetahuan (crawford, 2003; ali, 2006; nguyen, neck, & nguyen, 2009; ryan, zhang, prybutok, & sharp, 2012; dan al-zegair, 2012). h2: kapabilitas dinamis berpengaruh positif terhadap manajemen pengetahuan (gooderham, 2007; nguyen & neck, 2008; easterby-smith & prieto, 2008). objek dan konteks penelitian subjek penelitian adalah dosen dan karyawan binus university dengan objek penelitian (konstruk yang diteliti) kepemimpinan, kapabilitas dinamis, dan manajemen pengetahuan. populasi dan sampel penelitian populasi merupakan objek dan subjek yang memenuhi syarat-syarat tertentu berkaitan dengan masalah penelitian. sampel adalah bagian dari populasi yang mempunyai ciri-ciri atau keadaan tertentu yang akan diteliti (riduwan & kuncoro, 2007). populasi ialah kumpulan yang lengkap dari elemen-elemen yang sejenis akan tetapi dapat dibedakan karena karakteristiknya. sampling ialah cara pengumpulan data; jika hanya elemen sampel yang diteliti, hasilnya merupakan data perkiraan atau estimasi, jadi bukan data sebenarnya (supranto, 2007). operasionalisasi konstruk operasionalisasi konstruk atau variabel merupakan penjelasan pengertian dari teori variabel, sehingga dapat diamati dan diukur dengan menentukan hal-hal yang diperlukan untuk mencapai tujuan tertentu.variabel adalah karakteristik yang dapat diamati dan sesuatu (objek) dan mampu memberikan macam-macam nilai atau beberapa katagori (riduwan & kuncoro, 2007). variabel-variabel pada penelitian ini merupakan variabel laten atau konstruk laten, yang merupakan konsep abstrak, hanya dapat diamati secara tidak langsung, yaitu melalui indikator-indikatornya. indikator-indikator diturunkan dari penelitian-penelitian sebelumnya, dengan menggunakan skala likert 1 – 5. menurut sugiyono (2010), skala likert digunakan untuk mengukur sikap, pendapat, dan persepsi seseorang atau sekelompok orang tentang fenomena sosial. skala ini menggunakan respons yang dikategorikan dalam lima macam kategori jawaban, yaitu: sangat setuju (ss), setuju (s), netral (n), tidak setuju (ts), sangat tidak setuju (sts). empat variabel penelitian ditunjukkan pada tabel 1. tabel 1 operasionalisasi variabel variabel indikator kepemimpinan transaksional (bass dalam hamilton, 2010) • penghargaan kontingensi penghargaan untuk usaha(effort) menjanjikan penghargaan untuk kinerja yang baik mengakui prestasi • manajemen dengan pengecualian (aktif) pemimpin melihat dan mencari penyimpangan dari aturan-aturan daristandar mengambil tindakan perbaikan • manajemen dengan pengecualian (pasif) pemimpin campur tangan hanya jika standarnya tidak terpenuhi • kepemimpinan laissez-faire pengaruh kepemimpinan..... (teguh sriwidadi) 53 pemimpin melepaskan tanggung jawab pemimpin menghindari pengambilan keputusan. menunda penyelesaian masalah yang penting kepemimpinan transformasional (bass dalam hamilton, 2010) • pengaruh idealis (idealized influence, ii) membuat orang lain merasa baik membuat orang lain bangga mendapatkan ketulusan dari bawahan • motivasi inspirasional (inspirational motivation, im) pemimpin mengkomunikasikan tujuannya pemimpin memanipulasi imajinasi pemimpin membantu orang lain menemukan arti dari pekerjaan • stimulasi intelektual (intellectual stimulation, is) kemampuan pemimpin untuk membuat orang berpikir tentang cara baru untuk melakukan pekerjaan pemimpin mempunyai cara baru untuk melihat pekerjaan pemimpin mempunyaicara untuk menjadi kreatif dalam metode penyelesaian masalah yang dimiliki. • pertimbangan individual, individual consideration, ic) pemimpin mendorong pengembangan individual pemimpin memberikan umpan balik kepada bawahannya. pemimpin melibatkan pekerja ke dalam tim atau kelompok kapabilitas dinamis (jiao, alon, & kwong 2011) • environmental sensing capability pemahaman aturan operasional pengenalan terhadap tren perubahan membangun perencanan untuk tanggapan yang cepat komunikasi yang sering dengan stakeholder (pesaing, pelanggan, pemasok, dll) • changing and renewal capability dukungan organisasi terhadap inovasi pekerja dorongan untuk budaya inovatif stimulasi dan penghargaan pada kapabilitas inovasi memberi semangat kepada pekerja • technological flexibility capabilities teknologi berguna bagi peningkatan produk / jasa teknologi cocok untuk berbagai produk dan jasa teknologi mempercepat pengenalan pelanggan terhadap produk dan jasa • organizational flexibility capability departemen mengizinkan terobosan prosedur kerja formal operasi kerja internal setiap orang berbeda mekanisme dan saluran komunikasi internal yang halus institusi selalu lebih cepat dari pesaing dalam memanfaatkan peluang manajemen pengetahuan • proses akuisisi (inkpen dalam nguyen & neck, 2008) memiliki proses memperoleh pengetahuan tentang pelanggan menurunkan pengetahuan baru dari pengetahuan yang sudah ada memiliki proses akuisisi pengetahuan tentang pemasok memiliki proses mendistribusikan pengetahuan ke seluruh organisasi memiliki proses memperoleh pengetahuan tentang produk /layanan baru dalam institusi memiliki proses pertukaran antar individu • proses konversi (gold, malhorta, & segars, 2001 dalam nguyen & neck 2008) memiliki proses untuk menyaring pengetahuan memiliki proses untuk mentransfer pengetahuan organisasi kepada individu memiliki proses untuk menyerap pengetahuan dari individu ke dalam organisasi memiliki proses untuk mengintegrasi sumber-sumber dan tipe-tipe pengetahuan yang berbeda memiliki proses pengorganisasian pengetahuan (penyimpanan/file) memiliki proses untuk menggantikan pengetahuan yang usang • proses aplikasi (gold, malhorta, & segars, 2001 dalam nguyen & neck, 2008) memiliki proses untuk menggunakan pengetahuan dalam pengembangan produk/layanan baru memiliki proses untuk menggunakan pengetahuan dalam menyelesaikan masalah baru mencocokkan sumber-sumber pengetahuan dengan masalah-masalah dan tantangan-tantangan menggunakan pengetahuan untuk meningkatkan efisiensi menggunakan pengetahuan untuk mengatur arah strategic bisa menempatkan dan mengaplikasikan pengetahuan pada perubahan kondisi persaingan mengambil keuntungan dari pengetahuan baru • proses proteksi (gold, malhorta, & segars, 2001dalam nguyen & neck 2008)   54   journal the winners, vol. 15 no. 1, maret 2014: 47-60  memiliki proses untuk melindungi pengetahuan dari penggunaan yang tidak tepat di dalam organisasi memiliki proses untuk melindungi pengetahuan dari penggunaan yang tidak tepat di luar organisasi memiliki proses untuk melindungi pengetahuan dari pencurian di dalam organisasi memiliki proses untuk melindungi pengetahuan dari pencurian di luar organisasi memiliki kebijakan dan prosedur yang luas untukk melindungi rahasia bisnis organisasi menilai dan melindungi pengetahuan yang melekat pada individu mengkomunikasikan secara jelas (menciptakan penghargaan terhadap) pentingnya melindungi pengetahuan metode analisis data hasil penelitian berupa kuesioner diolah menggunakan perangkat lunak ibm spss statistics 20. ibm spss statistics adalah suatu produk yang terintegrasi yang mengolah kesluruhan proses analisis, dari perencanaan, pengumpulan, dan analisis data, pelaporan dan pengembangannya. hasil dan pembahasan uji reliabilitas reliabilitas (tabel 2) menggambarkan pada kemantapan dan keajegan alat ukur yang digunakan. suatu alat ukur dikatakan memiliki reliabilitas atau keajegan yang tinggi atau dapat dipercaya, apabila alat ukur tersebut stabil sehingga dapat diandalkan dan dapat digunakan untuk meramalkan (predictability) (sekaran & bougi, 2010). pada penelitian ini, uji reliabilitas menggunakan metode cronbach alpha (tabel 3). reliabilitas diukur dengan menguji tingkat konsistensi hasil pengukuran jika dilakukan pengukuran ulang. andal atau tidaknya suatu data dapat dilihat dari koefisien alpha yang dihasilkan. data yang mendekati angka 1 (satu) dapat dikatakan memiliki keandalan tinggi. menurut hair (2010), nilai koefisien cronbach alpha yang mendekati 1 menunjukkan bahwa hasil yang diperoleh semakin konsisten sehingga dikatakan mempunyai reliabilitas yang tinggi. suatu data dikatakan akurat jika nilai koefisien cronbach alpha minimum adalah 0,60 (malhotra, 2007). uji reliabilitas pada penelitian ini menggunakan program spss versi 20.0. tabel 2 rangkuman pengolahan data n % cases valid 90 100.0 excludeda 0 .0 total 90 100.0 a. listwise deletion based on all variables in the procedure tabel 3 reliability statistics statistik deskriptif rata-rata kepemimpinan adalah 3,9189 dengan standar deviasi 0,5032. nilai minimum 2,36 dan nilai maksimum 4,91. rata-rata kapabilitas dinamis adalah 3,9598 dengan standar deviasi cronbach's alpha n of items .901 3 pengaruh kepemimpinan..... (teguh sriwidadi) 55 0,47892. nilai minimum 2,50 dan nilai maksimum 5.00. rata-rata manajemen pengetahuan 4,0222 dengan standar deviasi 0,39383. nilai minimum 3,04 dan nilai maksimum 5,00. (lihat tabel 4) tabel 4 statistik deskriptif n minimum maximum mean std. deviation kepemimpinan 90 2.36 4.91 3.9189 .50302 kapabilitasdinamis 90 2.50 5.00 3.9598 .47892 manajemenpengetahuan 90 3.04 5.00 4.0222 .39383 valid n (listwise) 90 regresi variabel entered menunjukkan bahwa tidak ada variable yang dikeluarkan (removed), atau dengan kata lain kedua variabel bebas dimasukkan dalam perhitungan regresi. tabel 5 variables entered/removeda model variables entered variables removed method 1 kapabilitas dinamis, kepemimpinanb . enter a. dependent variable: manajemen pengetahuan b. all requested variables entered. angka r square adalah 0.629. ini berarti 62,9 % manajemen pengetahuan institusi bisa dijelaskan oleh variabel kepemimpinan dan kapabilitas. sedangkan sisanya (100% 62,9% = 37,1 %) dijelaskan oleh sebab/faktor yang lain. standard error of estimate adalah 0,24265. (lihat tabel 6) tabel 6 model summary model r r square adjusted r square std. error of the estimate 1 .793a .629 .620 .24265 a. predictors: (constant), kepemimpinan, kapabilitasdinamis dari uji anova atau f test (tabel 7), diperoleh f hitung adalah 73.723 dengan tingkat signifikansi 0.000. karena probabilitas (0.000) jauh lebih kecil dari 0.05, maka model regresi bisa dipakai untuk memprediksi manajemen pengetahuan. atau bisa dikatakan, kepemimpinan dan kapabilitas dinamis secara bersama-sama berpengaruh terhadap manajemen pengetahuan. tabel 7 anovaa model sum of squares df mean square f sig. 1 regression 8.682 2 4.341 73.723 .000b residual 5.123 87 .059 total 13.804 89 a. dependent variable: manajemenpengetahuan b. predictors: (constant), kapabilitasdinamis, kepemimpinan   56   journal the winners, vol. 15 no. 1, maret 2014: 47-60  persamaan regresi yang dapat dilihat dari tabel 8, yaitu: y = 1,425 + 0,625 x1 + 0,031 x2; dengan y = manajemen pengetahuan, x1 = kapabilitas dinamis, dan x2 = kepemimpinan. konstanta sebesar 1,425 menyatakan bahwa jika tidak ada kepemimpinan atau kapabilitas dinamis, manajemen pengetahuan nilainya 1,425 (maksimum 5). koefisien regresi x1 sebesar 0,625 menyatakan bahwa setiap penambahan (tanda +) 1 skala (dari skala likert 5) kapabilitas dinamis, maka manajemen pengetahuan akan meningkat 0,625 skala. koefisien regresi x2 sebesar 0,031 menyatakan bahwa setiap penambahan (+) 1 skala kepemimpinan akan meningkatkan manajemen sebesar 0,031 skala. uji “t” untuk menguji signifikansi konstanta dan variabel dependen manajemen pengetahuan. tabel 8 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.425 .219 6.513 .000 kapabilitasdinamis .625 .094 .761 6.637 .000 kepemimpinan .031 .090 .039 .342 .733 a. dependent variable: manajemen pengetahuan kapabilitas dinamis hipotesis: ho = koefisien regresi tidak signifikan. ha = koefisien regresi signifikan. jika probabilitas > 0,05, ho diterima. jika probabilitas < 0,05, ho ditolak. dalam spss, biasanya kata probabilitas diwakili dengan kata signifikan/sig. terlihat bahwa sig. t adalah 0.000, atau probabilitas jauh lebih kecil dari 0.05, maka ho ditolak, atau koefisien regresi signifikan, atau kapabilitas dinamis berpengaruh secara signifikan terhadap manajemen pengetahuan. kepemimpinan hipotesis: ho = koefisien regresi tidak signifikan. ha = koefisien regresi signifikan. jika probabilitas > 0,05, ho diterima. jika probabilitas < 0,05, ho ditolak. terlihat bahwa sig. t adalah 0.733, atau probabilitas lebih besar dari 0.05, maka ho diterima, atau koefisien regresi tidak signifikan, atau kepemimpinan tidak berpengaruh secara signifikan terhadap manajemen pengetahuan. korelasi pertama, besar hubungan antara variabel kapabilitas dinamis dengan manajemen pengetahuan yang dihitung dengan koefisien korelasi adalah 0.793. sedangkan korelasi variabel kepemimpinan dengan manajemen pengetahuan adalah 0,644. secara teoretis, karena korelasi antara kapabilitas dinamis dengan kepemimpinan lebih besar, maka variabel kapabilitas dinamis lebih berpengaruh terhadap manajemen pengetahuan dibanding variabel kepemimpinan. kedua, terjadi korelasi yang cukup kuat antara variabel kepemimpinan dengan kapabilitas dinamis, yaitu 0.822. hal ini menandakan adanya multikolineritas atau korelasi di antara variabel bebas. ketiga, tingkat signifikansi koefisien korelasi satu sisi dari output (diukur dari probabilitas) menghasilkan angka pengaruh kepemimpinan..... (teguh sriwidadi) 57 0.000 atau praktis 0. karena probabilitas jauh di bawah 0.05, maka korelasi di antara variabel manajemen pengetahuan dengan kepemimpinan dan kapabilitas dinamis sangat nyata. (lihat tabel 9) tabel 9 correlations manajemen pengetahuan kepemimpinan kapabilitas dinamis manajemenpengetahuan pearson correlation 1 .664** .793** sig. (2-tailed) .000 .000 n 90 90 90 kepemimpinan pearson correlation .664** 1 .822** sig. (2-tailed) .000 .000 n 90 90 90 kapabilitasdinamis pearson correlation .793** .822** 1 sig. (2-tailed) .000 .000 n 90 90 90 **. correlation is significant at the 0.01 level (2-tailed). analisis lanjut untuk dependent variable yang tidak signifikan (kepemimpinan) berdasarkan tabel 10, kapabilitas dinamis dengan analisis regresi linear sederhana berpengaruh secara signifikan terhadap manajemen pengetahuan. hal ini ditunjukkan oleh kolom “sig” = 0.000 (jauh lebih kecil dari 0,05). tabel 10 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.441 .305 4.726 .000 kapabilitas dinamis .652 .076 .793 8.528 .000 a. dependent variable: manajemen pengetahuan dari tabel 11, kepemimpinan dengan analisis regresi linear sederhana berpengaruh secara signifikan terhadap manajemen pengetahuan. hal ini ditunjukkan oleh kolom “sig” = 0.000 (jauh lebih kecil dari 0,05). tabel 11 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.985 .353 5.627 .000 kepemimpinan .520 .089 .664 5.825 .000 a. dependent variable: manajemenpengetahuan   58   journal the winners, vol. 15 no. 1, maret 2014: 47-60  dari tabel 12, jika kepemimpinan sebagai dependent variable dan kapabilitas dinamis sebagai independent variable, kepemimpinan berpengaruh secara signifikan terhadap kapabilitas dinamis. hal ini ditunjukkan oleh kolom “sig” 0,000 (jauh lebih kecil dari 0,05). tabel 12 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) .502 .255 1.971 .052 kapabilitas dinamis .863 .064 .822 13.524 .000 a. dependent variable: kepemimpinan dari tabel 13, jika manajemen pengetahuan sebagai dependent variable dan kepemimpinan sebagai independent variable, kepemimpinan berpengaruh secara signifikan terhadap manajemen pengetahuan. hal ini ditunjukkan oleh kolom “sig” 0,000 (jauh lebih kecil dari 0,05). tabel 13 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.985 .247 8.050 .000 kepemimpinan .520 .062 .664 8.333 .000 a. dependent variable: manajemenpengetahuan berdasarkan analisis-analisis tersebut dan berdasarkan tabel 14, variabel kepemimpinan memiliki dua fungsi, yaitu sebagai independent variable, tetapi harus dikontrol dan sebagai independent variable kedua atau sebagai mediator. tabel 14 correlations control variables manajemen pengetahuan kapabilitas dinamis kepemimpinan manajemen pengetahuan correlation 1.000 .580 significance (2-tailed) . .000 df 0 87 kapabilitas dinamis correlation .580 1.000 significance (2-tailed) .000 . df 87 0 simpulan hubungan antara variabel-variabel kepemimpinan, kapabilitas dinamis, dan manajemen pengetahuan ditunjukkan oleh persamaan regresi: y = 1,425 + 0,625 x1 + 0,031 x2; dengan y = manajemen pengetahuan, x1 = kapabilitas dinamis, dan x2 = kepemimpinan. konstanta sebesar 1,425 menyatakan bahwa jika tidak ada kepemimpinan atau kapabilitas dinamis, manajemen pengetahuan nilainya 1,425 (nilai maksimum 5). koefisien regresi x1 sebesar 0,625 menyatakan pengaruh kepemimpinan..... (teguh sriwidadi) 59 bahwa setiap penambahan (tanda +) 1 skala (dari skala likert 5) kapabilitas dinamis, maka manajemen pengetahuan akan meningkat 0,625 skala. koefisien regresi x2 sebesar 0,031 menyatakan bahwa setiap penambahan (+) 1 skala kepemimpinan, akan meningkatkan manajemen sebesar 0,031 skala. berdasarkan uji signifikansi independent variable diperoleh hasil bahwa kapabilitas dinamis berpengaruh secara signifikan terhadap manajemen pengetahuan (angka signfikansi 0,000). sedangkan variabel kepemimpinan tidak signifikan pengaruhnya terhadap manajemen pengetahuan (signifikansi 0,733). terakhir, variabel kepemimpinan memiliki dua fungsi, yaitu sebagai independent variable, tetapi harus dikontrol dan sebagai independent variable kedua atau sebagai mediator. daftar pustaka ali, h. m. 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(2000). knowledge management in small and medium-sized companies: knowledge management for entrepreneurs. journal of knowledge management, 4(2), 162–179. analysis of attitude, motivation …… (nina maharani; lufthia sevriana) 13 analysis of attitude, motivation, knowledge, and lifestyle of the consumers in bandung who shop through instagram nina maharani1; lufthia sevriana2 1,2management study program, faculty of economy and business, bandung islamic university (unisba) jl. tamansari no.1 gd. k.h.e.z muttaqien lt.2, bandung, indonesia 1ninamaharani@unisba.ac.id; 2lufthia.sevriana@unisba.ac.id abstract the research purposes were to find out the most dominant variable (either it was attitude, motivation, knowledge or lifestyle) that had influenced consumers to do shopping through instagram, and to give a contribution to the marketing strategy for seller/reseller who run an online business through instagram. the method of this research was a survey with 154 people chosen by accidental sampling. data analysis of this research used a confirmatory factor analysis. it finds that the most dominant variable that influences consumers’ purchasing decision through instagram is consumers’ knowledge. by knowing what the most dominant variable is, this study proposes the most appropriate marketing strategy base to the promotion of a brand in instagram. the segmentation bases that can be used in instagram are gender, social class, age, and lifestyle. the marketing target includes women of middle social class ranging from 15 until 25 years old. most products sold in instagram are related to fashion, accessories, and gadget. keywords: consumer attitude, consumer motivation, consumer knowledge, consumer lifestyle, instagram introduction modern human activities cause people not to have much time to shop. however, by using internet technology, there comes a new phenomenon which is called online shopping channel. this channel helps societies get used to online shopping facilities to buy all things needed. through online shopping channel, the buyers feel assured that they can save time, energy, and cost. (warayuanti & suyanto, 2015). adi (2015) has added that there are developing and promising virtual store categories nowadays, such as fashion, electronic, and gadget. levy & weitz (2014) has declared that in addition to the shop, retailers can also communicate with their consumers through the internet (the internet retailing) or smartphone (mobile retailing). the same thing has been said by adi (2015) while stating that there are some general kinds of stores that exist. they are not only the physical form (brick and mortar store) but also the other form called online retail sites (virtual store). it is more famous by the name electronic retailing (e-retailing). adi (2015) has also mentioned that online lifestyle will last for a long period, so e-commerce market is surely predicted to have a great opportunity. especially in the virtual store, there are still many rooms to grow. it is because the number of selling is not more than 1% if it is compared with the whole retail. one of the most important activities in e-commerce is online shopping. online shopping activity includes online retailing, searching for the product, searching for product information, choosing the method of payment, communicating with another consumer, and buying goods or services (cai & cude, 2008). the number of internet users’ enhancement in indonesia is sufficiently promising for the growth of online market (e-commerce) which has a wide market opportunity. to see whether the internet users mailto:1ninamaharani@unisba.ac.id 14 journal the winners, vol. 18 no. 1, march 2017: 13-23 utilize technological flow maximally, it depends on their needs. most of our societies have the different point of view about internet shopping (elfina & fajrianthi, 2010). social media has changed consumers’ way of seeking information, evaluating products, and giving feedback on products. in 2012, one out of five consumers searched about a certain brand and its product information on facebook, and almost 42% of the consumers become social network friend with some brands to get additional information (hillard, 2012). various aspects of social media as a strange, mystifying, and counterintuitive space are highlighted by meyerson (2010). they explain that it is all about people, and people are puzzling. social media is all about understanding what triggers people as individuals and groups. they also state that the social media has the six persuasive psychological forces embedded, which are (1) reciprocity, humans by nature are obligated to repay favors, gifts, and invitations, (2) social proof, unintentional act of looking for approval from the society for our actions, (3) liking, being liked by online users affects sales positively, (4) authority, it is natural to respect and obey a form of authority, (5) scarcity, and (6) commitment. one of the newest social media tools that is available to the brand is instagram. it is a mobile application that allows its users to capture and share images as well as videos with followers. these days, instagram starts to be enthused by indonesian societies as one of social media account with visual usages, such as a feature of uploading photos and videos (lestari, 2014). as a large visual social media tool, instagram allows a business to reach consumers and strengthen its brand in new ways (lavoie, 2015). this eventually makes instagram an effective tool to reach the consumers. in a day, five million photos are shared in instagram on a daily basis. these days, 50% of the top brands use instagram as a marketing channel (wally & koshy, 2014). instagram consists of 200 million monthly active users and a total of 20 billion shared photos during these three years period (ting, 2014). based on the results of a survey done by tns, indonesia is a country with the biggest amount of instagram users after japan and brazil. due to a large number of instagram users in indonesia, instagram has many roles in the online market in indonesia. various instagram accounts that have many followers are redirected to using commercial media (endorsement). every time an instagram account owner promotes a product, there will be many people who see the product and a fraction of those people that will buy the products. consequently, online marketing in instagram gains large profits. sumall, an analysis institution, reported at its newest annual report that instagram is claimed to be the most effective media social platform to boost business. in its annual end of year report, sumall also submitted three other social media; they are (1) facebook, (2) google+, and (3) twitter. it is claimed that instagram is the only mobile application based service acclaimed as social media that can create new followers at the fastest rate, making it a very good condition for entrepreneurs (aditama, 2014). followers in instagram are either potential consumers or even the loyal consumers of a brand. there are some factors that influence consumers’ buying behavior such as (1) cultural social environment (culture, social class, and group), (2) psychological factors (motivation, perception, education, attitude, and behavior), and (3) personal factor (lifestyle, role, and job status) (schiffman & kanuk, 2007; kotler & keller, 2009). by better understanding consumers’ behavior, the company will be able to give the right satisfaction and a better service to its consumers. based on the preliminary survey, the factors that have influenced consumers to do shopping through instagram are; (1) attitude, the consumers prefer shopping in instagram because of various products that are answered by 100% of the respondents. (2) motivation, consumers prefer shopping in instagram because the prices of the products are affordable that are answered by 72% of the respondents. (3) knowledge, instagram promotes other products, for example, food, cosmetics, and others besides fashion products that are answered by 92% of the respondents. (4) lifestyle, consumers who shop in instagram have understood information technology that is answered by 92% of the respondents. analysis of attitude, motivation …… (nina maharani; lufthia sevriana) 15 from the background that has been explained, researchers are interested in examining which factor or variable among attitude, motivation, knowledge, and lifestyle that is the most influencing for someone to shop in instagram. thus, the research problem is which variable comes most dominantly (attitude, motivation, knowledge or lifestyle) in influencing consumers to shop through instagram. another research problem is to contribute a marketing strategy for brands that are sold through instagram. instagram is a medium designed specifically for visuals. its capability to share photos easily on social platforms contributes to its tremendous growth (wally & koshy, 2014). ting (2014) has declared that instagram is a worldwide online social networking site that provides a platform for people to share photos and videos with others. there are also many online shops in instagram that sell different products such as fashion, cosmetics, and daily commodities. instagram users can check out the online shop pages and look for information about different products. schiffman & kanuk (2007) and kotler & keller (2009) have declared that consumers’ behavior is the knowledge that is learned to know how the consumers make their decisions to buy a product and some factors that influence that decision. to make a decision for purchase, the consumers will follow the buying process with these steps; (1) recognizing the needs, (2) searching for information, (3) evaluating alternatives, (4) purchasing, and (5) behavior after the purchase. every step of the buying process is influenced by social cultural environment (culture, social class, and reference group), psychological factor (motivation, perception, learning, attitude, and personality) and personal factor (lifestyle, role, status, and job). sumarwan (2011) has declared that attitude is the expression of consumers about an object, whether it is like or dislike. an attitude can also figure consumers’ perception to varied attributes, benefit or form its object. a similar statement is also declared by suhartanto (2008), which is attitude is someone’s evaluation form that is consistent with something, her/himself of his/her environment that involves the factor of motivation, emotion, perception, and comprehension about something. measurement of attitude uses fishbein’s model according to which, people build the attitude of an object based on three things. those are (1) attribute, a characteristic object which consumers will consider when they evaluate a product. (2) trust, to measure how far the consumers’ appraisal to something owned by an attribute is. (3) importance weight, to show how far relative priority of an attribute perceived by consumers is (suhartanto, 2008). by knowing consumers’ attitude, marketers can identify utility segments, develop the new product, formulate it, and evaluate the promotion strategy (sangadji & sopiah, 2014). the results of a research conducted by warayuanti & suyanto (2015) that have declared attitude has a high influence to determine product purchase through online shopping. motivation is something that comes out from inside or outside of people that could become a boost factor to reach the goal that people want to accomplish (sangadji & sopiah, 2014). sumarwan (2011) has mentioned that motivation is a thrust that comes out of a consumer that will influence the decision process of purchase and the product usage. a motivation theory that commonly used is maslow’s theory of the hierarchy of needs (schiffman & kanuk, 2007). based on that theory, human needs are tiered to (1) physiological needs such as the need for food, water, home, and clothes, (2) safety needs, (3) social needs such as contact with another human, (4) appreciation needs/ego which is the need to have achievement so people can reach work achievement and better career, and (5) self-actualization need (schiffman & kanuk, 2007). consumers’ knowledge is all the information and experiences that owned by the consumer about a certain product (mowen & minor, 2002). consumers’ knowledge is divided into three; they are; (1) product knowledge, (2) purchasing knowledge, and (3) usage knowledge (sumarwan, 2011). according to schiffman & kanuk (2007), the knowledge that is achieved by consumers or personal experience will be valid as a feedback for that person and will be a standard for the same situation in the future. this matter is emphasized by sumarwan (2011) that stated that consumers’ knowledge becomes a standard to decide what someone will buy, how many things he/she will buy as well as where and when he/she will buy it. when a consumer has more knowledge about some products, then he/she will be in a better 16 journal the winners, vol. 18 no. 1, march 2017: 13-23 situation to make his/her decision, and he/she will be more efficient and precise to process the information. he/she will also be able to do better to recall the information collected before. similar to the statement from dai, forsythe, & kwodai (2014), they have described that online shoppers with online apparel shopping experience may perceive purchasing apparel products online to be less risky than those with limited experience. this is due to the familiarity that they have with the online channel for apparel purchasing which makes them feel more confident about their ability to choose the right online products. lifestyle is a pattern of someone’s life in the world that reflects on his/her activities, interest, and opinion. lifestyle is commonly associated with activities, interest, and someone’s opinion (kotler & keller, 2009). according to mowen & minor (2002), lifestyle shows how someone’s life is such as how someone spends his/her money and how someone allocates his/her time. lifestyle reflects the whole personal life that interacts with the environment. lifestyle in marketing perspective is a segment group that relies on to what they want to do and how they spend their income. sumarwan (2011) has added that lifestyle will show more of someone’s behavior as it tells about how he/she faces life, uses his/her money, and utilizes his/her time. krishnan (2011) has added that consumers often choose the product and activity related to their lifestyle. the results of research that is done by warayuanti and suyanto (2015) have declared that lifestyle is a factor that influences the consumer’s decision at the time of online shopping. lifestyle and attitude are important factors which have to be considered at the time of online shopping in indonesia. here are several reasons why instagram is used as an object in this research; (1) based on the consumers’ perception, the features in instagram are simpler and user-friendly because of its attractive visual content and filter option as well as its great number of users. (2) based on the producers’ perception, photos published by them are in a safe protection on its copyright because they cannot be downloaded, but they have to be captured manually. not only that, but they are also given a watermark and will automatically have their particular characteristics. through the pictures and videos uploaded to instagram, a brand will get an opportunity to build a relation with its prospective consumers without facing any language matter. by knowing the factors of the consumers’ lifestyle, motivation, knowledge, and attitude, producers are able to create a marketing strategy (segmentation, targeting, and appropriate positioning), and a marketing mix suitable with the targeted goals. methods the research objects are instagram users in bandung, a town whose citizens are mostly youngsters. there are two statistical analysis methods used in this research; they are (1) descriptive analysis method to describe the result of the examination of the sample, and (2) confirmatory factor analysis to find out the determinant factors for the consumers to shop in instagram. the confirmatory factor analysis is an analysis method used to statistically confirm the model established by the researchers whether the measurement is appropriate to the hypothesis or not. only then can it be learned which factors or variables are dominant. in the confirmatory factor analysis, there are latent variable and indicator variable. the latent variable cannot be formed and directly built. meanwhile, the indicator variable is a variable that can be monitored and directly measured. the latent variables in this research are motivation, attitude, lifestyle, and knowledge. the initial step in the confirmatory factor analysis is taking a feasibility study of factor analysis by paying attention to the index kmo and msa to every indicator. the kmo index consists of numbers showing the feasibility study of the factor analysis. this index has the similar function as the function of common reliability value. the factor analysis can be further analyzed if its kmo index > 0,5. msa analysis of attitude, motivation …… (nina maharani; lufthia sevriana) 17 is numbering showing a validity of an indicator in describing the variables. this will be claimed valid if its msa > 0,5. the amount of the contribution given by every dimension is seen by percentage value of variance (% of variance) which consists of numbers showing how big the fund given by each dimension in explaining other variable is. in this research, the writer uses a survey method. according to sugiyono (2014), survey method is research that is done in big population or small population with the studied data taken from its population sample to find out relative events, distribution, and the relation among sociological, or psychological variable. this method is used to give an in-depth description of a picture about attitude, motivation, knowledge, and lifestyle of consumers in instagram in the area of bandung. population in this research is the whole consumers who shop through instagram in october-december 2015. the sample is half of the consumers who shop through instagram which sums up to 154 consumers with accidental sampling technique. the variables used in this research are attitude, motivation, knowledge, and lifestyle. results and discussions from the results of the questionnaire that was given to the respondents, it can be inferred that majority of the consumers who shops using instagram are women (61,7%) at the age of 15 – 20 years (66,9%). moreover, the majority of them are as school students or university students (65,6%) with an estimated monthly income of approximately rp500.000,00 – rp1.500.000,00. zhou, dai, & zhang (2007) have suggested that both male and female are likely to do online shopping in the future. most of the respondents shop through instagram more than once in a month (60,4%) buying goods such as fashion/clothes (49,4%), shoes/bag (29,2%), accessories (watch, hand lace, hat, & necklace) (16,2%), and electronic goods (5,2%). the results of research by ting (2014) has declared that one of the respondents’ activities through instagram is to look at online shops pages. based on questionnaire that is distributed to the respondents, it is gained some responses about attitude, motivation, knowledge, and lifestyle that are connected to online shop through instagram. these are score responses that connect with consumers’ attitude, motivation, knowledge, and lifestyle, which have following response notes: sa = strongly agree a = agree qa = quite agree disa = disagree sdisa = strongly disagree table 1 respondents’ response about attitude sa a qa disa sdisa total average like to shop in instagram because product displayed is exactly the same as the real product that is bought 17 11,0% 87 56,5% 40 26,0% 10 6,5% 0 0,0% 154 100% 3,72 like to shop in instagram because it doesn’t require going out of home 62 40,3% 63 40,9% 25 16,2% 4 2,6% 0 0,0% 154 100% 4,19 i believe that instagram is a favorite place to shop online 27 17,5% 72 46,8% 47 30,5% 8 5,2% 0 0,0% 154 100% 3,77 18 journal the winners, vol. 18 no. 1, march 2017: 13-23 table 1 respondents’ response about attitude (continued) sa a qa disa sdisa total average like to shop in instagram because of various products. 44 28,6% 86 55,8% 22 14,3% 2 1,3% 0 0,0% 154 100% 4,12 3,95 (source: data is treated, 2016) table 1 presents that majority of the respondents declared that they love to shop in instagram because the products displayed are similar to the real products that they bought, they do not need to go out of the home, and the products are various. nowadays, online consumers tend to be convenienceoriented, and the recreational and economic shoppers appear to become dominant (zhou et al., 2007). overall, the average score that is gained for attitude is 3,95. therefore, it can be concluded that the respondents in general really love to shop using instagram. the results of research from hsu & bayarsaikhan (2012) have declared that there is a positive relation between online shopping attitude and consumer’s innovations (a concept which is related with adoption process of new goods or services). there is a positive relation between perceived benefits (shopping convenience, ease/comfort of shopping, and enjoyment) with online shopping attitude. there is also a negative impact on perceived risk (privacy risk and security risk) with online shopping attitude. table 2 respondents’ response about motivation sa a qa disa sdisa total average shop in instagram in order to follow the trend 19 12,3% 52 33,8% 39 25,3% 44 28,6% 0 0,0% 154 100% 3,30 shop in instagram because it is secure from deception 14 9,1% 32 20,8% 70 45,5% 34 22,1% 4 2,6% 154 100% 3,12 shop in instagram because the product price is affordable 18 11,7% 83 53,9% 41 26,6% 12 7,8% 0 0,0% 154 100% 3,69 shop in instagram in order to be called “high tech” 15 9,7% 42 27,3% 42 27,3% 41 26,6% 14 9,1% 154 100% 3,02 shop in instagram in order to be more confident in performing 12 7,8% 46 29,9% 68 44,2% 28 18,2% 0 0,0% 154 100% 3,27 3,28 (source: data is treated, 2016) according to the results of research implied from table 2, it is known that most of the respondents have declared to get motivation in instagram because of these reasons; (1) following the trend, (2) secure enough from deception, (3) affordable product price, (4) want to be called high tech, and (5) want to be more confident in performing. overall, the average score that is gained for motivation is 3,28. therefore, it can be concluded generally that respondents have quite high motivation to do online shopping by using instagram. the research results of ting (2014) has declared that motives of using instagram are (1) information seeking by using “#” (hashtag) to search things and view online shop’s pages to obtain information about different products. (2) the self-presentation that involves the performance of the personal image that individuals wished to be perceived as by other people. (3) interpersonal communication (the activities that connect people with their friends online such as interacting with friends through the use of the comment and tag function on instagram). zhou et al. (2007) have said that motivational factor plays a key role in determining the time spent on product searching and online shopping. experiential (hedonic) shoppers always find more enjoyment in the interactive environment than in pure text environment. analysis of attitude, motivation …… (nina maharani; lufthia sevriana) 19 table 3 respondents’ response about knowledge sa a qa disa sdisa total average instagram has many competitors that sell the same product 51 33,1% 83 53,9% 17 11,0% 3 1,9% 0 0,0% 154 100% 4,18 the price of product in instagram is related with its quality 17 11,0% 91 59,1% 38 24,7% 8 5,2% 0 0,0% 154 100% 3,76 shopping in instagram can be done every time 47 30,5% 74 48,1% 32 20,8% 1 0,6% 0 0,0% 154 100% 4,08 there are many trusted online shops in instagram 18 11,7% 63 40,9% 64 41,6% 9 5,8% 0 0,0% 154 100% 3,58 instagram has many options of fashion products (clothes, shoes, bags) 49 31,8% 77 50,0% 22 14,3% 6 3,9% 0 0,0% 154 100% 4,10 instagram is easy to be operated by various groups of ages 24 15,6% 49 31,8% 42 27,3% 32 20,8% 7 4,5% 154 100% 3,33 instagram promotes other products besides fashion products (food, cosmetics, etc) 55 35,7% 65 42,2% 30 19,5% 4 2,6% 0 0,0% 154 100% 4,11 3,88 (source: data is treated, 2016) as seen from table 3, the majority of the respondents agree that instagram has many competitors that sell the same goods and the product price is related to its quality. many of them also agree that shopping in instagram can be done every time and there are many trusted online shops which regularly sell products through instagram. another factor from knowledge makes people decide to do shop more through instagram because there are various products, and it is easy to operate it. overall, the average score that is gained for knowledge factor is 3,88, and it is considered as good criteria. therefore, it can be concluded that respondents have a good knowledge by doing online shopping on instagram. table 4 respondents’ response about lifestyle sa a qa disa sdisa total average people who shop in instagram understand information technology 23 14,9% 76 49,9% 45 29,2% 10 6,5% 0 0,0% 154 100% 3,73 people who shop in instagram like new fashion 23 14,9% 74 48,1% 45 29,2% 11 7,1% 1 0,6% 154 100% 3,69 people who shop in instagram like simple things 35 22,7% 67 43,5% 47 30,5% 5 3,2% 0 0,0% 154 100% 3,86 people who shop in instagram like to socialize in cyberspace 37 24,0% 68 44,2% 39 25,3% 10 6,5% 0 0,0% 154 100% 3,86 people who shop in instagram are people who use their time efficiently 24 15,6% 65 42,2% 54 35,1% 10 6,5% 1 0,6% 154 100% 3,66 3,76 (source: data is treated, 2016) as seen from table 4, the majority of the respondents have the opinion that people who shop through instagram are people who understand the technology of information, love new fashion, like the simple things, love to socialize in cyberspace, and need its efficiency. overall, the average score gained for lifestyle is 3,76. the average score of 3,76 is included in following the trend criteria. therefore, it can be concluded that majority of the respondents who shop in instagram are the people who follow the trend of lifestyle. the results of research by elfina & fajrianthi (2010) have declared that there are differences of intention phase to buy some products through online shopping based on lifestyle 20 journal the winners, vol. 18 no. 1, march 2017: 13-23 overview. fashion lifestyle type is a consumer who uses the internet to follow the trend of lifestyle and has high intention phase to shop online and potentially buy stuff through the internet. the first step in cfa is to do feasibility test by using of kmo index and msa score for every indicator. the research result is performed in table 5. table 5 kmo and msa for every indicator factor no indicator cronbach’s alpha kmo msa conclusion attitude s1 s2 s3 s4 like to shop in instagram because the displayed product is exactly the same with the product that is bought like to shop in instagram because it doesn’t require going out of home i believe instagram is a favorite place to shop online like to shop in instagram because of various products 0,624 0,809 0,86 0,814 0,922 0,806 valid valid valid valid motivation m1 m3 m4 m6 m7 shop in instagram in order to follow the trend shop in instagram because it is secure from deception shop in instagram because product price is affordable shop in instagram in order to be called “high tech” shop in instagram in order to be more confident in performing 0,768 0,742 0,854 0,744 0,701 0,801 valid valid valid valid valid knowledge p1 p2 p3 p4 p5 p6 p7 instagram has many competitors that sell the same product the price of product in instagram is related with its quality shopping in instagram can be done every time there are many trusted online shops in instagram instagram has many options of fashion products (clothes, shoes, bags) instagram is easy to be operated by various groups of ages instagram promotes other products besides fashion product (food, cosmetics, etc) 0,768 0,86 0,853 0,779 0,859 0,831 0,825 0,786 valid valid valid valid valid valid valid lifestyle gh1 gh2 gh3 gh4 gh5 people who shop in instagram understand information technology people who shop in instagram like new fashion people who shop in instagram like simple things people who shop in instagram like to socialize in cyberspace people who shop in instagram are the people who use their time efficiently 0,668 0,73 0,792 0,805 0,666 0,838 valid valid valid valid valid (source: data is treated, 2016) analysis of attitude, motivation …… (nina maharani; lufthia sevriana) 21 based on table 5, it can be seen that kmo index gained is 0,809. because the kmo score is far beyond 0,5, it can be concluded that the overall of indicator for every online shop dimension using instagram can be processed continuously. furthermore, since the msa index for every indicator is bigger than 0,5, the whole indicators have been approved to be analyzed using factor analyze method. the number of contribution influence that is given by every dimension (group) to online shop used in instagram is seen by score of percentage (%) of variance. this is shown in table 6. table 6 percentage of variance (influence contribution from every dimension) component % of variance 1. (knowledge) 26,455% 2. (motivation) 9,631% 3. (attitude) 8,027% 4. (lifestyle) 6,136% (source: data is treated, 2016) table 6 indicates that knowledge factor is a factor which has the most dominant contribution to someone on deciding to shop through instagram. its contribution is as big as 26,455%. the second position is taken by the dimension of motivation with a contribution of 9,631%, while the third position is taken by the dimension of attitude with a contribution of 8,027%. lastly, the dimension that has the lowest contribution is the lifestyle with a contribution of 6,136%. according to shiffman & kanuk (2007), the new knowledge that is gained or the personal experiences of the consumers is used as feedback for each person and give a future attitude standard in the same situation. this matter is strengthened by sumarwan (2011) who mentioned that consumers’ knowledge had become a standard to decide what he/she will buy, how many things that he/she will buy, as well as where and when he/she buys it. when a consumer has more knowledge about the product, then he/she will be better in choosing his/her decision, and it will be more efficient and precise to process information. it will also recall the better information. from this discussion, the marketing strategies that can be applied by a seller/reseller who sells his/her products through instagram are in a segmentation classified based on the users’ age, social class, and lifestyle. the targets are consumers ranging from age 15-25 years old, middle-class women who graduated from senior high or universities, and people who follow the social media development. the products sold are fashion, electronics, and accessories with reasonable prices by using promoting method in instagram. conclusions overall, the average score that is gained for attitude is 3,95 in a like criteria zone. therefore, it can be concluded that respondents generally decide to shop using instagram. the average score that is gained for motivation is 3,28 which is considered a high enough criteria. therefore, it can be concluded that generally, motivation has a great influence on consumers to purchase some products via instagram. the average score that is gained for knowledge is 3,88 which is included in the good criteria. therefore, it can be concluded that a good knowledge is important to be considered in online shopping using instagram. the average score that is gained for lifestyle is 3,76 which is included in the following the trend criteria. therefore, it can be concluded that majority of the respondents in online shopping who are using instagram has a lifestyle which always follows the trend. the most dominant variable that has 22 journal the winners, vol. 18 no. 1, march 2017: 13-23 influenced consumers to do shopping through instagram is knowledge. other variables that have influenced the consumers’ decision are motivation, attitude, and lifestyle. in forming a marketing strategy, a seller/reseller who sells his/her products through instagram categorizes the targeting segmentation by seeing the consumers’ age, social class, and lifestyle. the seller/reseller’s targets are female consumers at 15-25 years old coming from the middle class by selling products of fashion, electronics, and accessories. the promotion is done through social media, specifically instagram. references adi, r. 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(2007). online shopping acceptance model a critical survey of consumer factors in online shopping. journal of electronic commerce research, 8(1), 41-62. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 7 the winners, 21(1), march 2020, 7-13 doi: 10.21512/tw.v21i1.5873 factors impacting customer attitude toward buying halal cosmetics in jabodetabek ni made adelia clarita1*; shannon baladewa zimbalist2; rini setiowati3 1,2,3business management program, management department, binus business school master program, universitas bina nusantara jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1claritaadelia29@gmail.com; 2shannonbaladewazimbalist@gmail.com; 3rsetiowati@binus.edu received: 22nd august 2019/ revised: 06th september 2019/ accepted: 19th september 2019 how to cite: clarita, n. m. a., zimbalist, s. b., & setiowati, r. (2020). factors impacting customer attitude toward buying halal cosmetics in jabodetabek. the winners, 21(1), 7-13. https://doi.org/10.21512/tw.v21i1.5873 abstract the research aimed to analyze the relationship between religiosity, product involvement, customers’ knowledge toward customers’ attitudes on halal cosmetics, and the relationship between customers’ attitudes on halal cosmetics towards customers’ intention to buy them. the research used a self – administrated questionnaire with close-ended questions. the questionnaire was distributed as pretest to 30 respondents offline. furthermore, the researchers received answers from 302 respondents out of 350 that were distributed. to assess the relationship between knowledge, involvement, and religiosity, a structural equation modeling technique was used. data were analyzed using smart pls software to test validity and reliability. the findings its show that there is a positive relationship between knowledge, religiosity, and product involvement towards costumers’ attitudes of halal cosmetics on indonesian muslim women. moreover, the results indicate that muslim women in indonesia have more positive attitudes and intentions towards halal cosmetic products. the results of the research give implications to the firm in competing for the general and international brands for the halal cosmetic industry. keywords: customer attitude, halal cosmetics, purchase intention i. introduction the cosmetics industry is one of the major role players in the global industry. the global cosmetic product market was valued at usd532,43 billion in 2017 and is expected to reach a market value of usd805,61 billion by 2023, registering a cagr of 7,14% during 2018-2023 (orbis research). today, women feel more confident and brave after applying cosmetics; for them, cosmetics gives indirect encouragement. women express a more positive body image and self-image when wearing makeup compared to when they are not wearing makeup (cash & cash, 1982). indonesia has the largest muslim population, with approximately 266,7 million muslims or 88% of its total population, and in south east asia’s biggest economy. the number of female populations in indonesia is 131,9 million out of a total of 266,7 million populations. the value of the indonesian cosmetic industry, according to the ministry of industry and the sales growth of the cosmetic industry contributes around usd 1,4 billion. indonesia becomes a sleeping giant who is waking up pretty quickly now. muslim consumers are faced with a wide selection of products and services that are provided in stores, including those of halal and non-halal products (suki & suki, 2018). the halal cosmetics industries are gaining the attention of the world now because muslims feel peace by consuming halal products in every part of their life (ali, halim, & ahmad, 2016). the aspects of ‘halalness’ knowledge of the products are essential during decision making, either to accept or reject a product (ireland & rajabzadeh, 2011). the laws affecting muslims consumption behavior are governed by the quranic philosophy of what is permissible (halal) and what is not permissible (haram) for a believer (eliasi & dwyer, 2002). there are two categorize of islam in indonesia, those are modernism and traditionalism. modernism is the one who keeps up with modern and following the trend. meanwhile, traditionalism is the one who keeps up with the norms and culture. according to the ministry of industry, the value of the indonesian cosmetic industry, and the sales growth of the cosmetic industry contribute around usd1,4 billion. during these past few years, a growing trend in the use of halal cosmetics is increasing in indonesia. the halal 8 the winners, vol. 21 no. 1 march 2020, 7-13 cosmetics industry has a chance to rise in indonesia as muslim women begin to develop an awareness of the halal product. table 1 shows the popular cosmetics brand in indonesia in 2015. table 1 popular cosmetics brand in indonesia 2015 no brand popularity (%) 1. wardah 37,80 2. pixy 10,10 3. sari ayu 8,70 4. viva 6,60 5. pond’s 6,60 6. latulip 3,90 7. oriflame 3,60 8. maybeline 3,30 9. revlon 2,90 10. mustika ratu 1,90 international trade administration (www.trade. gov/industry) says that indonesia has given the massive population of over 250 million and rising incomes; analysts predict that indonesia in the next 10 to 15 years will rise to the top of the asian markets for cosmetics. so, it believes that the cosmetic industry will increase in the profit, including the gdp. there are three local cosmetic industries that have halal certification, which are wardah, sari ayu, and mustika ratu. wardah is known as the first halal cosmetics product that then becomes the leader of the cosmetic brand in indonesia and has consistently recorded a 20%-50% annual sales increase (table 1). it is disproportionately higher than the other manufacturers at around 10%. this is proof from wardah that they have successfully capitalized and become a market leader cosmetics brand in indonesia. global business guide indonesia has been doing surveys, and the result shows that 58% of muslim women in indonesia now choose halal cosmetics over others. it is because a significant number of working muslim women have now generated more income and therefore are more conscious of halal products. the other 42% of women choose another product, which is not halal cosmetics. it becomes the question of what factors and why the other 42% of muslim women do not have the intention to purchase or using halal cosmetics. in arabic, the word ‘halal’ means permissible or lawful, while its antonym is ‘haram’ that means prohibited or unlawful (alam & sayuti, 2011). halal refers to something permissible or allowable in islam, as stated in the quran, where everything in this world is halal unless something shows otherwise (alam & sayuti, 2011). in the previous research conducted by rahman, asrarhaghighi, and rahman (2015) using theory of reasoned actions (tra), it is found that there is a significant positive relationship between religiosity and attitude of muslims in malaysia towards halal cosmetics. purchase intention in young women using theory planned behavior (tpb) has found that it creates halal awareness, and they will pursue products that do not only meet their needs and preferences but also give them peace and much less worry when they consume the products (hashim & musa, 2014). in the research, the researchers show if there is a positive relationship between religiosity, knowledge and product involvement, and attitude towards purchase intention in buying halal cosmetics. this research provides an insight into the indonesian cosmetic industry on what factors attracts new customers with no experience of halal cosmetics. the information allows companies to create a marketing strategy for the broader market to promote their product so that they are able to increase their sales since indonesia is the largest muslim-populated country. since the research about halal cosmetics is scarce, this research can also be used by future researchers to develop more inputs on halal cosmetics in indonesia as research on halal products. tra is the most relevant theoretical model in the context of a halal product as it explicitly embeds subjective norms in the attitude formation process (ajzen & fishbein, 1980). the theory postulates that intention, as the direct precursor to behavior, is derived by the individual’s attitude and the subjective norms (andrews & netemeyer, 1993). amin (2013) has extended the use of tra within the context of halal service through the examination of customer preference towards islamic credit cards. mukhtar and butt (2012) have stated that the tra is a valid model for predicting intention to choose halal products. religious commitments play a critical role in people’s lives through the establishment of beliefs, knowledge, and attitude (ireland & rajabzadeh, 2011). religiosity is the extent to which an individual is committed to his/her religion, where it is then imitated in his/her attitude and behavior (rahman, asrarhaghighi, & rahman, 2015). they have found that there is a significant positive relationship between religiosity and attitude towards halal cosmetics. another previous research has found that there is a positive and significant relationship between religiosity and attitude towards indian halal brands (garg & joshi, 2018). when it comes to muslim consumers, religion occupies a significant part as it facilitates them to distinguish between the permissible and the prohibited (rehman & shabbir, 2010). the overall decision-making process, starting from selecting the product to making purchases and eventually its consumption, extensively relies on individuals’ degree of commitment toward their respective religion (khraim, 2010). previous research has found that the relationship between religiosity and attitude towards halal cosmetics among women in surabaya is positive (balques, noer, & nuzulfah, 2017). the research investigates the relationship between religiosity and attitudes towards cosmetics 9factors impacting customer attitude ..... (ni made adelia clarita, et al.) products in indonesia, and since the consumer nowadays has become more concerned with the halal status of the product that they consume and use. this research tests the relationship between religiosity and attitude towards halal cosmetic products that are focusing on halal cosmetics. h1: there is a positive relationship between religiosity and attitude towards halal cosmetics products. yousaf and malik (2013) discussed on influences of religiosity and product involvement level on the consumers. it is found that a positive result and product involvement affect attitudes on how they decide to purchase a product. it is empirically proven that product involvement is positively associated with brand perception and preference (dholakia, 2003). hashim and musa (2014) said that the manufacturers, producers, and marketers should not only think about increasing the return but also understanding the essentials groundings about the halal concept to encourage them to produce innovative products that are genuinely halal. their research result proves that product involvement has a positive impact on attitude towards halal cosmetics. hashim and musa (2014) found from non-users or users of halal cosmetics that product involvement has a positive relationship with the attitude towards halal cosmetics. when a product is perceived as high involvement, consumers will engage in a more active information search and will consider a greater variety of alternatives in their decision-making (kwon, lee, & kwon, 2008). azreen in hashim and musa (2014) found the relationship from non-user or user halal cosmetics, that product involvement has a positive attitude towards halal cosmetics. h2: there is a positive relationship between product involvement and attitude towards halal cosmetic products. there is a weak relationship between knowledge and attitude (rahman, asrarhaghighi, & rahman, 2015). knowledge is influenced by the level of understanding that is gained from information that reveals more details about halal products (rahman, asrarhaghighi, & rahman, 2015). consumers have sound knowledge on the concept of halal, but they still have low awareness regarding the halal certification and halal label (rajagopal et al., 2011). however, another previous research has found that there is a positive relationship between knowledge and attitude. all of those researches are in the cosmetic industry (briliana & mursito, 2017). h3: there is a positive relationship between knowledge and attitude towards halal cosmetic products. attitude is the stands for a person’s general feeling of favorableness or un-favorableness toward a concept; in other words, it represents the amount of effect (hill, fishbein, & ajzen, 1977). attitude also relates to an individual’s judgment and perceived consequences, whether the act on a specific behavior is good or bad (untaru et al., 2016). rosenberg (1956) has defined attitudes as a combination of beliefs and feelings about an object, either blocking or facilitating an individual’s attempts to attain valued states. according to agarwal and malhotra (2005), an attitude is a summary evaluation of an object or thought, and it is the effect for or against a psychological object. according to tra, consumer attitudes have a positive impact on their intention to buy a product (madden, ellen, & ajzen, 1992). rahman, asrarhaghighi, and rahman (2015) found that the positive relationship between consumer attitudes and intentions regarding halal cosmetics products. azreen and rishida in hashim and musa (2014) have investigated purchase intention in young. it women using theory planned behaviour (tpb) shows that creates halal awareness and they purchase intention pursue products that not only meet their needs and preferences but also give them peace and not worried when consuming the products. moreover, attitude can be further classified into two different categories, which are attitude towards object and attitude towards behavior (fazio, 1990). a relationship between attitude and purchase intention towards the halal brand in india is significant and positive (garg & joshi, 2018). another previous research has found that the more positive the customers’ attitude, the more positive their purchase intention of halal cosmetics (balques, noer, & nuzulfah, 2017). figure 1 shows the framework of this research. h4: there is a positive relationship between attitudes and intentions towards halal cosmetic products. figure 1 research framework ii. methods the questionnaires are distributed using nonprobability convenience sampling. the researchers have distributed 350 questionnaires, both online and offline. the samples are muslim women who use or do not use halal cosmetics. the area for sampling is limited only to jakarta, bogor, depok, tangerang, bekasi (jabodetabek). this research uses a self-administrated 10 the winners, vol. 21 no. 1 march 2020, 7-13 questionnaire with closed-ended questions. section a of the two-section questionnaire covers sociodemographic characteristics of the respondents, such as gender, age, income, buying halal cosmetics, and others. section b of the questionnaire encloses twenty measurement items, which are measured on five-point likert scales stretching from 1 (strongly disagree) to 5 (strongly agree). the researchers use five-point likert scales to measure consumer intention. measure on religiosity, product involvement, product image, attitude, and intention is adapted from previous research by alam and sayuti (2011) which comprises of five-point likert scale ranging from one (strongly disagree) to five (strongly agree). previous research also uses five-point likert scales (rahman, asrarhaghighi, & rahman, 2015). the type of data in this research is primary quantitative data. the quantitative data use comes from the results of the questionnaire. before distributing the questionnaire, the researchers have carried out a trial. the trials are conducted through pretests that have been translated from english to indonesian and indonesian to english. the respondents from the pretest are those who complied with the requirements to fill out questionnaires based on screening questions. a pretest itself serves as feedback and comments about the language used in this research, as well as showing the validity and reliability of the survey. feedback and comments are used to more significantly improve and adjust the language compatibility in this research. pretests are distributed to 30 respondents in various locations offline. there are not much feedback and comments on the pretest, where there are no significant changes made to the questionnaire for further investigation of validity and reliability. after doing a pretest, the researchers spread the online questionnaire through broadcasting using an online media google form to muslim women who live in jabodetabek. the amount of people who live in jabodetabek is 7.604.000 people. at the same time, the total respondents are 350, so it represents 21% of the total population in indonesia. the researchers use pls-sem (partial least squares) analysis that consists of two stages. firstly, observed variables are combined as weighted sums (composites). secondly, the composites are used in separate regression analyses, applying null hypothesis significance testing by comparing the ratio of a regression coefficient and its bootstrapped standard error against the authors’ distribution. the data are analyzed using smart pls software to test validity through the research variable that is valid if the value of outer loading is above 0,70 and the average variance extracted (ave) is above 0,5. reliability testing is seen from values composite reliability. the research variable is reliable if the value represents composite reliability is above 0,70. discriminant validity test is seen from the values of cross loading and fornelllarcker. this is completed by comparing the square root of ave for each variable with the correlation between variables and other variables in the model. for the pretest, the data are analyzed using spss software to determine validity and reliability. cronbach alpha is used to validate the consistency of the measurement used in the questionnaire. in contrast, confirmatory factor analysis (cfa) is used to identify the degree of construct validity. cfa focuses on the kaister meyer olkin (kmo) to measure the sampling and component matrix. iii. results and discussions before distributing the questionnaire, the researchers have carried out a pre-test. pre-tests are distributed offline to 30 respondents in various locations. the pre-test does not generate many feedback and comments. based on the spss result, the researchers have removed five items that are not valid and not reliable. according to the data collected from 302 respondents, there are 152 (50,34%) respondents who do not use halal cosmetics, while 150 (49,66%) of them are halal cosmetics users. the age group of the largest respondents is 18-25 consisting of 248 respondents (82,11%). the majority of respondents amounted to 115 (38,07%), are located in jakarta. more than half of the respondents are students with 214 (70,86%) respondents. the majority of income is rp2.000.000,00 rp4.000.000,00 with 135 (44,7%) respondents. based on the collected data, out of 302 respondents, 161 (53,21%) buy make-up for a month. the majority, consisting of 99 (32,78%) respondents, chose to buy make-up online. from the total 24 items, there are 22 valid items. by removing one item from the variable of customer attitude and one item from religiosity, all of the variables are considered valid and reliable. table 2 shows the validation and reliability, while table 3 shows the discriminant validity. the factor loading ranges from 0,708 to 0,860, the value of ave ranges from 0,553 to 0,648, and composite reliability values ranges from 0,832 to 0,893. therefore, all variables meet the criteria of discriminant validity with the range of 0,744 to 0,805. tbale 4 shows p-value. the result implies that h1 is accepted with sig. value of 0,000 and that religiosity is related to attitude. these results are in accordance with the findings of rahman, asrarhaghighi, and rahman (2015) that says, there is a significant positive relationship between religiosity and customer attitude in halal cosmetics. hypotheses testing for h2 is accepted, which indicates that product involvement affecting attitude with a significant value of 0,000. product involvement has a significant positive attitude to halal cosmetics (hashim & musa, 2014). the next hypotheses, h3 that has stated halal knowledge has an impact on the customer’s attitude with a significant value of 0,003, which is lower than 0,05. this result does not correspond with rahman, asrarhaghighi, and rahman (2015), who has stated that there is no significant relationship between knowledge and customer attitude. according to tra, customer attitude has a positive impact on 11factors impacting customer attitude ..... (ni made adelia clarita, et al.) table 2 mean, validation and reliability no construct / item mean factor loading > 0,7 composite reability > 0,7 ave > 0,5 1 religiosity 0,846 0,648 r1 0,787 r2 0,860 r3 0,766 2 product involvement 0,839 0,565 pin 1 0,729 pin 2 0,822 pin 3 0,735 pin 4 0,712 pin 5 0,783 3 halal knowledge 0,832 0,553 hk 1 0,719 hk 2 0,787 hk 3 0,750 hk 4 0,716 4 customer attitude 0,893 0,627 ca 1 0,793 ca 2 0,821 ca 3 0,840 ca 4 0,708 ca 5 0,792 5 purchase intention 0,870 0,574 pi 1 0,729 pi 2 0,822 pi3 0,735 pi 4 0,712 p i 5 0,783 table 3 discriminant validity no ca hk pi pin r 1 ca 0,792 2 hk 0,534 0,744 3 pi 0,670 0,605 0,757 4 pin 0,648 0,501 0,498 0,752 5 r 0,691 0,493 0,546 0,656 0,805 table 4 p-value no hypothesis path path coef t-value p-value conclusion 1 h1 r > ca 0,412 6,803 0,000 supported 2 h2 pin > ca 0,238 4,366 0,000 supported 3 h3 hk > ca 0,187 3,010 0,000 supported 4 h4 ca > pi 0,670 9,508 0,000 supported 12 the winners, vol. 21 no. 1 march 2020, 7-13 the intention to order products (madden, ellen, & ajzen, 1992). this indicates that muslim women in indonesia, especially in the jabodetabek area who choose halal cosmetics, have more knowledge enough to distinguish between things that are permitted and prohibited. in this research, the h4 stating that customer attitude has an impact on purchase intention is accepted with sig. value of 0,000. previous research has also found a relationship between attitude and purchase intention towards the halal brand in india is significant and positive (garg & joshi, 2018). the research delivers some practical implications. it conveys a strong message to cosmetic companies, particularly the producers, retailers, and distributors of cosmetic products, concerning the need to foster better knowledge among consumers regarding halal cosmetic product consumption. according to global business guide (2017), halal cosmetics is on rising demands in indonesian customers. as of september 2017, the indonesia national agency of drug & food control (bpom ri) has reported that there are 33.823 registered cosmetic products sold in the country. this is an increase of 11,57% of the same period during the previous year. in 2017, the market size of the indonesian cosmetic industries reached rp46,4 trillion. this provides huge market products and turns the assessment of the relationship between consumer attitudes towards and intention to choose halal products an interesting subject for many researchers. according to a global market research company, euromonitor international, indonesia has the largest number of middle-class households in asean (hananto, 2018). this could be proven by the majority net income of the respondents, which range from rp2.000.001,00 to 4.000.000,00. a lot of previous studies have only focused on halal food, while researches on halal cosmetics are still rarely found. the limitation of the previous research is that they assess the influence of knowledge to consumer attitudes towards halal products (rahman, asrarhaghighi, & rahman, 2015). their results correspond with this research, indicating that there is a weak relationship between knowledge to attitude for non-user of halal cosmetics. iv. conclusions by using tra, the research explores the relationship between consumer attitudes and intention to choose halal cosmetics products. the finding of this research indicates that all of the hypotheses are accepted among the users of halal cosmetics in jabodetabek (jakarta, bogor, depok, tangerang, bekasi), but one hypothesis is rejected among non-users of halal cosmetics. knowledge of attitudes is rejected among non-users due to their lack of knowledge of halal products. meanwhile, product involvement and religiosity have a positive relationship to the customer attitudes for them and cause them to have the intention to purchase halal cosmetics or re-purchased halal cosmetics. since one of the symbols of a woman’s beauty is cosmetics, they are normally associated with women because of their nature to always look and feel beautiful. muslim women use cosmetics not only to enhance their features but also to project an image of poise and confidence. therefore, the researchers hope market research in general and international brands in particular to conduct campaigns focusing on creating awareness regarding compliance with halal products. it is because of muslim women need to be extra careful in selecting the products as they have to ensure that the products they use comply with syariah law by being halal. gbg’s argument about halal cosmetics being on rising demands implies that the demand for halal products itself has already had its own market and gained awareness. the awareness is necessary for the brand itself to turn the customers’ understanding and concerns into the intention to buy halal cosmetics. although this research has generated a new understanding and appeared to be useful to the practitioners, there are still limitations that should be taken into consideration. first, the questionnaires are only distributed in jabodetabek that do not specify certain halal cosmetic brand in indonesia. thus, future research is expected to investigate the relationship between religiosity, knowledge, product involvement, attitude, and intentions towards the halal cosmetic product with a specific brand, such as wardah. this will help researchers achieve a holistic and better view from the customer about the halal brand itself. it could also give insight to the industry players and market researchers. the results of this research can help academicians and practitioners achieve a better understanding of the factors affecting consumer attitudes. they can assist them in testing the generalizability of tra in a more comprehensive manner. references agarwal, j., & malhotra, n. k. 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(2013). evaluating the influences of religiosity and product involvement level on the consumers. journal of islamic marketing, 4(2), 163– 186. https://doi.org/10.1108/17590831311329296. microsoft word 02_a. cahyadi_internet marketing.doc internet marketing: solusi bagi pengusaha bermodal kecil (a. cahyadi) 23 internet marketing: solusi bagi pengusaha bermodal kecil a. cahyadi1 abstract marketing is an integral part of any businesses who based its existence on profit. in its history marketing strategy has evolved several times into a strategy focusing more and more towards consumers needs. one of the marketing strategies that is currently being highlighted is internet marketing. this article tries to identify the advantage and weaknesses of internet marketing and based on this fact recommends the most approriate internet promotion tools for e-enteprenuers with limited budget. at the end, article expresses some possibilities on internet marketing adoption by small and medium scale enteprenuers in indonesia. keywords: internet marketing, smale-scale, enterprenuer abstrak pemasaran merupakan bagian yang tidak terpisahkan dari sebuah bisnis yang berorientasi laba, dalam sejarahnya strategi pemasaran telah mengalami beberapa evolusi yang menjadikannya semakin terarah dan fokus pada keinginan konsumen, salah satu metode pemasaran yang sedang trend saat ini ialah pemasaran lewat internet atau lebih populer dengan sebutan internet marketing. artikel mengupas keunggulan serta kelemahan strategi bermula dari identifikasi kedua hal itu, merekomendasikan media promosi internet yang tepat bagi seorang pengusaha bisnis online bermodal kecil. sebagai penutup, artikel memberikan pandangannya mengenai kemungkinan aplikasi internet-marketing di indonesia bagi pengusaha kecil-menengah. kata kunci: internet marketing, bermodal kecil, pengusaha 1 staf pengajar fakultas ekonomi, ubinus, jakarta journal the winners, vol. 6 no. 1, maret 2005: 23-32 24 pendahuluan evolusi strategi pemasaran sebuah bisnis yang menggantungkan eksistensinya pada jual-beli barang/jasa apapun jenisnya, perlu melakukan pemasaran. namun, besar dan kecilnya usaha promosi itu tidak sama antarperusahaan, industri, bahkan antarpasar yang memiliki tingkat persaingan dan segmen konsumen yang berbeda-beda. dalam perjalanan sejarahnya, strategi pemasaran telah mengalami banyak perubahan. pada awal masa pertumbuhan industri, ditandai oleh revolusi industri yang melahirkan konsep mass production, pemasaran ditujukan untuk mendorong konsumen membeli produk-produk yang dihasilkan secara massal. oleh karena itu, pada masa tersebut, pemasaran yang dikenal adalah pemasaran yang difokuskan pada masyarakat luas yang lebih populer dengan sebutan mass marketing. seiring dengan berjalannya waktu, posisi strategi mass marketing mengalami degradasi, ia sudah tidak lagi dianggap strategi yang paling tepat dalam memasarkan suatu produk atau jasa. hal itu diakibatkan oleh meningkatnya jumlah produsen, merek, dan model barang serta jasa di pasar sehingga konsumen dihadapkan dengan pilihan/alternatif yang semakin banyak. banyaknya alternatif produk bagi konsumen membuat konsumen cenderung memilih produk yang paling cocok untuk dirinya dan hal itu memaksa produsen untuk tidak hanya membuat satu produk untuk semua orang tetapi juga membuat produk sesuai kebutuhan segmen pasar tertentu. paralel dengan hal itu, strategi promosi pun berubah dari promosi yang ditujukan untuk masyarakat luas (mass promotion) ke promosi yang ditujukan kepada segmen pasar tertentu atau individu tertentu (direct promotion). perkembangan strategi promosi tidak berhenti sampai disini. dengan dikembangkannya teknologi dan jaringan internet, ikut bermunculan berbagai konsep bisnis baru, termasuk di dalamnya konsep e-commerce, yaitu jual beli barang atau jasa melalui internet. konsep baru itu mengandalkan kesuksesannya dari pembelian barang atau jasa yang dilakukan oleh pengunjung internet sehingga lahirlah sebuah konsep berpromosi lewat media elektronik, khususnya internet yang disebut sebagai internet marketing atau interactive marketing. berbeda dengan mass marketing dan direct marketing yang biasanya bersifat pasif (pemberian informasi satu arah), sifat internet marketing ini adalah aktif atau dengan kata lain, internet marketing memungkinkan konsumen berinteraksi dengan perusahaan pemasar melalui iklan. contoh hal itu dapat terlihat dari iklan persegi panjang (banner) yang dipasang pada situs pencari yang terhubung (di-link) dengan situs penjual atau katalog penjual sehingga konsumen dapat langsung berinteraksi dengan penjual hanya dengan mengklik iklan tersebut. lebih jauh, iklan di internet dapat disesuaikan dengan kebutuhan konsumen. hal itu terlihat pada media, seperti keyword banner yang internet marketing: solusi bagi pengusaha bermodal kecil (a. cahyadi) 25 muncul berdasarkan kata pencari yang ditik pada kolom pencari. secara lebih jelas, perbedaan antara ketiga strategi marketing itu terlihat pada tabel 1 berikut. tabel 1 perbandingan antara strategi mass, direct, dan internet marketing jenis strategi target pasar interaksi konsumen dan perusahaan fleksibilitas media yang sesuai mass marketing masyarakat luas pasif sulit diubah dan disesuaikan dengan kebutuhan konsumen tv, radio, surat kabar, majalah direct marketing kelompok konsumen tertentu atau individu pasif dan interaktif sulit dirubah dan disesuaikan dengan kebutuhan konsumen brosur, katalog kertas, pamflet internet marketing kelompok konsumen tertentu atau individu interaktif dapat disesuaikan dengan kebutuhan konsumen e-mail, keyword banner dan pop-up window manfaat dan keunggulan beriklan di internet walau usianya masih relatif muda, internet marketing mendapat sambutan yang cukup luas dari masyarakat bisnis, terutama di negara maju yang basis konsumen dan juga pengunjung internet cukup besar. sambutan yang cukup luas itu tidak terlepas dari manfaat dan keunggulan yang dapat diperoleh dari beriklan di internet. secara lebih detail, keunggulan dan manfaat itu dapat dilihat pada tabel 2. tabel 2 keunggulan beriklan di internet keunggulan atau manfaat penjelasan cakupan global internet merupakan jaringan komputer global yang dapat diakses dari belahan bumi manapun dan hal ini menjadikannya sebagai media promosi yang bersifat global biaya yang relatif lebih murah berpromosi di internet relatif lebih murah dibandingkan dengan memakai media elektronik lainya dengan jangkauan yang sama relatif lebih mudah diupdate iklan di internet dapat lebih mudah diupdate tidak seperti iklan di media cetak yang tidak dapat ditarik kembali setelah diterbitkan tanpa merugikan pihak penerbit. dapat dihubungkan dengan proses transaksi iklan di internet juga dapat dihubungkan dengan situs penjual dan bahkan katalog sehingga pengunjung yang tertarik dengan iklan tersebut dapat langsung mengkliknya untuk memulai suatu proses transaksi dengan penjualnya. journal the winners, vol. 6 no. 1, maret 2005: 23-32 26 tabel 2 keunggulan beriklan di internet (lanjutan) memiliki konten multimedia iklan di internet juga dianggap lebih efektif dalam hal visualisasi produk atau jasa berkat kemampuannya dalam menampilkan teks, gambar, video dan suara sekaligus. dapat disesuaikan dengan kebutuhan konsumen (customizable) iklan di internet juga dapat disesuaikan dengan permintaan konsumen seperti contohnya keyword banner yang akan memunculkan iklan sesuai dengan kata kunci yang diketikan pada kolom pencari pertanyaan selanjutnya setelah melihat keunggulan-keunggulan internet marketing yang dijabarkan diatas adalah alat promosi apa saja yang tersedia bagi seorang pengusaha di internet dan apa saja karakteristik dari alat-alat promosi tersebut ? jenis promosi di internet banyak sekali jenis promosi yang tersedia di internet namun untuk menyederhanakannya, dalam artikel ini digunakan delapan kategori utama yang diusulkan oleh dr. ralph f wilson seorang e-commerce consultant. dalam artikelnya yang berjudul “the eight essential types of internet promotion”, dr. wilson mengategorikan jenis promosi di internet sebagai berikut. 1. search engines: situs pencari yang menawarkan fasilitas pencarian situs maupun produk yang ditawarkan di internet. situs itu dapat dimanfaatkan dengan mendaftarkan alamat situs (url address) di situs pencari, seperti google.com dan sebagainya. tinggi atau rendahnya peringkat tergantung dari konsistensi situs dan popularitas situs tersebut. 2. url linking: suatu metode promosi dengan membuat link (hubungan) dengan situs lain atau dengan mendaftarkan alamat url (alamat situs) ke situs direktori, seperti yahoo.com dan msn.com. 3. viral promotion, yaitu metode promosi dengan meniru promosi dari mulut ke mulut, hanya saja di internet, promosi itu dilakukan dengan menempelkan iklan teks yang sering juga berisi link ke situs/katalog pada setiap e-mail yang anda kirim ke pelanggan atau rekanan, bahkan ada juga yang menempelkannya pada software atau artikel atau publikasi lain yang dapat di-download secara gratis dari situs anda. 4. public relations: suatu cara memperkenalkan situs atau produk dengan cepat dan menarik sebanyak mungkin pengunjung atau pembeli adalah dengan mengumumkannya di berbagai publikasi online menggunakan jasa news release service yang ada di internet. 5. e-mail publishing: suatu metode berpromosi dengan e-mail dan pengusaha mengirim e-mail kepada calon pembeli potensial dan membujuk mereka untuk datang ke situsnya dan membeli produk yang ditawarkan. promosi dengan e-mail itu biasanya dimulai dengan meminta pelanggan atau pengunjung mendaftarkan diri pada free newsletter atau discussion group untuk memperoleh alamat e-mail-nya. internet marketing: solusi bagi pengusaha bermodal kecil (a. cahyadi) 27 6. networking: suatu metode promosi di internet dengan memanfaatkan hubungan yang dibina dengan calon pelanggan dan rekanan dan cara itu dapat ditempuh melalui pembuatan dan pengembangan mailing list atau discussion group. 7. paid advertising: kebanyakan dari metode tersebut dapat dilakukan dengan biaya yang relatif murah namun efektivitasnya pun relatif terbatas. bila metode tersebut tidak memadai untuk menarik jumlah pengunjung yang signifikan, seorang pengusaha dapat menggunakan alat promosi yang bersifat komersial, antara lain sebagai berikut. a. iklan banner yang dipajang pada halaman situs populer dengan tarif berdasarkan hitungan cpm (cost per thousands impressions) atau biaya per seribu tayang. biasanya tarifnya berkisar sekitar usd 1 s.d. 10 untuk konsumen umum dan usd. 35 s.d. 50 untuk segmen konsumen tertentu. b. listing pada situs portal terkemuka, seperti msn atau lycos. untuk hal itu, tarifnya dapat bersifat flat maupun persentase. c. iklan pada e-mail newsletter. iklan pada e-mail newsletter itu dipasang pada setiap e-mail newsletter yang dikirim kepada para langganan suatu newsletter. tarif beriklan di media ini relatif terjangkau. pembahasan faktor pembatas efektivitas beriklan di internet keunggulan dan keragaman metode promosi di internet tidak secara otomatis menjadikan metode itu sebagai metode terbaik. bagi seorang pebisnis online, banyak faktor yang membatasi efektivitas beriklan di internet ,antara lain sebagai berikut. 1. kejenuhan pengunjung dalam melihat iklan. banyaknya promosi yang dilakukan oleh pengiklan, baik melalui banner, e-mail, pop-up windows, dan sebagainya, membuat konsumen dan pengunjung internet jenuh. 2. eterbatasan waktu. banyak pengunjung internet yang mengakses internet dari tempat kerja umumnya memiliki keterbatasan waktu sehingga tidak dapat terlalu lama melihat dan berinteraksi dengan iklan. 3. keterbatasan biaya. kebanyakan pengunjung dari negara berkembang mengakses internet melalui dial-up dan mereka dikenakan tarif akses per jam sehingga hal itu turut membatasi waktu pemakaian internet. 4. perhitungan biaya iklan yang cenderung memihak. kebanyakan tarif beriklan berdasar pada cpm (cost per thousands impression) atau biaya per seribu tayang, hal itu dirasakan kurang adil mengingat tidak semua orang yang melihat iklan mengklik iklan tersebut. menurut dr. wilson dalam tulisannya yang berjudul “how to advertise your site on a slim budget”, hanya -2% orang yang terekspos dengan suatu iklan benar-benar mengklik iklan journal the winners, vol. 6 no. 1, maret 2005: 23-32 28 tersebut dan dari 1-2% tersebut hanya 0.5-5% saja yang benar-benar membeli barang atau jasa yang ditawarkan. memilih jenis promosi yang tepat bagi pengusaha menengah dan kecil hal tersebut memaksa seorang pengusaha untuk benar-benar mempertimbangkan metode dan alat promosi mana yang tepat untuk bisnisnya. hal itu terlihat dari dua sisi, yaitu sisi efektivitas dan biaya. memilih metode dan media promosi dilihat dari sisi efektivitas dari sisi efektivitas metode atau alat promosi yang ideal bagi seorang pengusaha adalah metode yang menawarkan jangkauan (reach) yang paling luas, memiliki frekuensi (frequency) tayang paling tinggi, dan pengaruh (impact) terhadap konsumen yang paling besar (lihat grafik pada gambar 1). gambar 1 grafik peran frequency, impact, dan reach suatu media promosi dalam membangun kesadaran konsumen grafik tersebut memperlihatkan bahwa dengan tingkat jangkauan yang sama, sebuah medium promosi dapat meningkatkan kesadaran masyarakat akan suatu merek dengan meningkatkan frekuensi tayang iklannya. kesadaran masyarakat akan merek juga dapat ditingkatkan dengan meningkatkan pengaruh atau impact media tersebut dengan jalan beralih ke media yang lebih banyak dibaca atau dilihat orang konsumen target. sebagai contoh, mengalihkan iklan makanan bayi dari majalah wanita ke majalah keluarga akan meningkatkan impact iklan tersebut. awareness reach a3 a2 a1 i = 1.5 f = 5 i = 1 f = 5 i = 1 f = 3 r1 internet marketing: solusi bagi pengusaha bermodal kecil (a. cahyadi) 29 berdasarkan pengaruh, frekuensi, dan jangkauan suatu iklan, seorang pengusaha perlu mempertimbangkan berbagai faktor dalam memilih media berpromosi yang tepat baginya. faktor itu sebagai berikut. 1. karakteristik produk: sifat dan karakteristik produk ikut menentukan media promosi yang tepat baginya untuk contoh produk yang perlu didemokan. seperti kendaraan bermotor, barang elektronik, dan sebagainya, lebih tepat bila diiklankan di media yang mampu menampilkan gambar bergerak, seperti tv dan internet sedangkan produk yang perlu diperlihatkan desain dan warnanya, seperti pakaian jadi cocok untuk ditampilkan di majalah berwarna atau gambar statis berwarna di internet. 2. karakteristik konsumen target: sifat dan kebiasaan konsumen juga menjadi penentu bagi pemilihan media promosi yang tepat, contohnya produk buat remaja cocok ditampilkan di majalah remaja atau situs remaja sedang produk bagi para eksekutif cocok ditampilkan pada majalah bisnis atau situs bisnis. 3. karakteristik informasi yang ditampilkan: sifat informasi yang ditampilkan juga menentukan pemilihan media promosi yang tepat, contohnya bila iklan ditujukan untuk mempromosikan suatu program diskon dan potongan harga yang berlaku dalam waktu dekat (keesokan harinya misalnya) maka media yang paling tepat adalah media yang terbit atau muncul setiap hari, misalnya surat-kabar, radio, dan televisi atau email dan newsletter untuk media internet. memilih metode dan media promosi dari segi biaya dari segi biaya, dr. ralph wilson menganjurkan agar pengusaha kecil dan menengah mempertimbangkan beberapa media berbiaya rendah, seperti berikut ini. 1. low cost public relations menurut wilson, ada beberapa cara yang relatif murah untuk mengirim berita iklan (berita yang berisi informasi positif mengenai berdirinya suatu situs munculnya suatu produk baru atau adanya suatu program diskon, undian berhadiah, dan sebagainya) dan memuatnya pada berbagai media online maupun offline. beberapa perusahaan menerima jasa memuat berita iklan, antara lain sebagai berikut. a. pr newswire (http://www.prnewswire.com) dan business wire (http://wwwbusinesswire.com/aboutbw/) keduanya menangani media tradisional maupun online. b. internet news bureau (http://www.newsbureau.com/welcome.cgi?1017) menetapkan tarif sebesar usd 225 untuk setiap penerbitan dan bahkan menyediakan jasa penulisan berita iklan dengan biaya tambahan. c. eric wards netpost (http://www.netpost.com) menawarkan jasa pengiriman berita iklan ke para jurnalis yang memintanya. journal the winners, vol. 6 no. 1, maret 2005: 23-32 30 2. low cost banner ads untuk pemasangan banner yang murah, dr. wilson menyarankan untuk mencoba jasa pemasangan banner yang dikelola oleh link exchange (http://www.linkexchange.com) . linkexchange menawarkan kepada pemasang iklan 2 pilihan berikut. a. iklan yang tidak ditargetkan (untargeted ads) yang muncul secara random pada 250.000 situs jaringan afiliasi link exchange. iklan itu memakan biaya usd 8 – 10 per seribu tayang. b. iklan yang setengah diarahkan (semi targeted ads), yaitu iklan yang ditempatkan pada 22 kategori puncak, seperti arts and humanities, autos boats and planes, business, computer and internet, culture and religion, education and reference, entertainment and leisure, games, health and fitness, hobbies and interest, life family issues, money and finance, movies and television, music and radio, nonprofit and resource organization, personal homepages, pets home and garden, science and technology, shopping and services, society and issues dan sports and travel. biaya iklan jenis ini berkisar antara usd 14 – usd 16 per seribu tayang. 3. newsletter ads banyak pengusaha online yang menemukan bahwa tarif beriklan yang paling ekonomis diperoleh dari beriklan di newsletter, yaitu dari iklan yang ditempelkan pada email berita (newsletter). banyak newsletter menentukan tarif iklan secara berbeda-beda ada yang memakai tarif tunggal (flat rate) ada juga yang menggunakan sistem cpm (tarif per seribu tayang). 4. keyword purchases kata kunci adalah suatu alat promosi yang penting di internet karena setiap kali seorang pengunjung internet mencari situs atau produk di internet, ia selalu mengetikkan kata kunci yang berkaitan dengan situs atau produk tersebut. pada beberapa situs pencari populer, kata kunci itu dapat dibeli. beriklan dengan cara itu biasanya dikenakan biaya berdasar sistem cpm (tarif per seribu tayang) dan berhubung sifatnya yang lebih terfokus, dengan kata lain iklan ditayangkan hanya bila ada pengunjung yang mengetikkan kata kunci yang sesuai dengan iklan maka cara itu lebih mahal ketimbang iklan yang ditujukan untuk umum. namun, bila dihitung efektivitasnya dalam menjaring pengunjung, iklan itu masih relatif murah. 5. pay per click or pay per action beberapa situs menentukan biaya beriklan berdasarkan klik atau lebih dikenal dengan istilah pay per click add. hal itu dianggap lebih adil berdasarkan rasio bahwa pengunjung yang mengklik iklan lebih mungkin membeli dari pengunjung yang hanya internet marketing: solusi bagi pengusaha bermodal kecil (a. cahyadi) 31 sekedar melihat. salah satu perusahaan yang menawarkan pemasangan iklan berdasarkan tarif per klik adalah value click (http://www.valueclick.com). selain metode pay per click, ada juga situs yang menagih biaya iklan hanya bila pengunjung mengisi formulir berlangganan atau formulir pemesanan dan metode itu disebut pay per action method yang lebih memihak kepada pemasang iklan. irv brechner dari transact network (http://smartbiz.com/sbs/transact.htm) menawarkan jasa jenis itu. 6. search engine positioning pendekatan pemasaran yang tidak kalah pentingnya adalah dengan mendesain situs sedemikian rupa sehingga posisinya dalam sebuah situs pencari menempati urutan atas. hal itu dapat dilakukan dengan berbagai cara, antara lain sebagai berikut. a. memastikan bahwa kata kunci yang relevan dengan bisnis tertera dalam halaman situs, terutama pada bagian header-nya (pada bagian tag keywords). b. memastikan informasi pada situs relevan dengan bidang usaha. c. memastikan bahwa situs memiliki link dengan situs lain yang relevan dengan usaha. mendesain ulang situs untuk berkompetisi dengan situs lain yang bermunculan sangatlah merepotkan dan memakan biaya dan waktu yang cukup banyak. oleh sebab itu, seorang pengusaha dianjurkan untuk mensubkontrakkan pekerjaaan itu ke pihak ketiga. kasus indonesia pertanyaan yang muncul dari menyimak hal tersebut adalah bagaimana dengan pengusaha kecil dan menengah di indonesia, dapatkah mereka turut memanfaatkan media promosi tersebut untuk kepentingan bisnisnya. jawaban pertanyaan itu tergantung dari target pasar pengusaha tersebut. bila target pasarnya adalah pasar domestik maka tentu saja media promosi internet saja masih jauh dari cukup. hal itu disebabkan masih kurangnya basis konsumen internet di indonesia yang diperlihatkan oleh rendahnya nilai berbagai indikator, seperti tingkat kepemilikan pc, persentase penduduk yang telah terhubung dengan internet, serta tingkat kepemilikan sambungan telepon relatif dibandingkan dengan beberapa negara asia (lihat tabel 3). tabel 3 perbandingan tingkat kepemilikan pc, sambungan internet, dan sambungan telepon di beberapa negara asia pc/100 penduduk % populasi yang online sambungan telepon/100 penduduk indonesia 0.99 1.2 3.14 filipina 1.99 3 3.92 brunei 6.22 1.2 24.59 cina 1.59 2.1 11.12 sumber: un dpepa (division for public economic and public administration) journal the winners, vol. 6 no. 1, maret 2005: 23-32 32 penutup simpulan dengan terbatasnya keefektifan media promosi internet, peran media tradisional menjadi lebih besar dalam menarik pembeli dan mendongkrak penjualan. peran media promosi internet menjadi lebih penting bila pasar target pengusaha ukm menyangkut juga pasar manca negara. namun, suatu hal yang perlu diwaspadai bila ingin memasarkan produk yang belum memiliki nama besar di pasar luar negeri ialah resiko rendahnya minat pembeli tanpa adanya suatu jaminan atau dukungan pemasaran dari perusahaan iklan, importir, serta distributor di negara pengimpor sehingga peran mitra asing dalam memasarkan produk secara online sekalipun masih belum dapat dikesampingkan. daftar pustaka kotler, philip. 2003. marketing management. upper saddle river, new jersey: prentice hall. strauss, judy and raymond frost. 2001. e-marketing. upper saddle river, new jersey: prentice hall. turban, efraim, et al. 2002. electronic commerce a managerial perspective. upper saddle river, new jersey: prentice hall. wilson, ralph f. 2000. “the eight essential types of internet promotion,” diakses 13 april 2004 dari http://wilsonweb.com/articles/checklist.html wilson, ralph f. 1998. “how to advertise your site on a slim budget,” diakses 13 april 2004 dari http://wilsonweb.com/articles/checklist.html microsoft word 01_siswono.doc analisis dan perancangan sistem … (siswono; dkk) 95 analisis dan perancangan sistem e-crm pada pt paramitra media perkasa siswono1; juni liem2; arieany prasetyo3 abstract customers are the key to achieve company’s success, that’s why company should actively participate in keeping a good relationship with them. one of the ways to create a good relationship with customers is by applying e-crm (customer relationship management). a research at pt paramitra media perkasa is focused in marketing by interviewing managers and telemarketers, analizying business process, and after doing library research. based on the analysis,it can be figured out a problem in continuously making a relationship with customers. with e-crm system, hopefully it will help company manage and keep a good relationship with costumers, as a result it will able to increase profit and company’s productivity. keywords: costumer, e-crm abstrak pelanggan merupakan kunci keberhasilan suatu perusahaan, oleh karena itu, perusahaan harus berperan aktif dalam menjaga hubungan dengan pelanggan. salah satu cara untuk membina hubungan dengan pelanggan adalah dengan menerapkan e-crm (customer relationship management) pada perusahaan. penelitian pada pt paramitra media perkasa difokuskan pada bagian marketing, yaitu dengan mengadakan wawancara dengan manajer dan telemarketer, menganalisis proses bisnis yang berjalan, dan studi kepustakaan. berdasarkan hasil analisis ditemukan permasalahan dalam menjalin hubungan yang berkelanjutan dengan pelanggan pada perusahaan. dengan adanya sistem e-crm ini, diharapkan dapat membantu user untuk mengatur dan menjaga hubungan baik dengan pelanggan yang ada, sehingga dapat meningkatkan keuntungan dan produktivitas perusahaan. kata kunci: pelanggan, e-crm 1 staf pengajar fakultas ilmu komputer, ubinus, jakarta 2, 3 mahasiswa fakultas ilmu komputer, ubinus, jakarta journal the winners, vol. 6 no. 2, september 2005: 95-104 96 pendahuluan dewasa ini, banyak perusahaan yang bergerak di bidang industri yang sama sehingga menimbulkan persaingan di antara perusahaan yang ada. untuk tetap dapat bertahan, perusahaan harus memikirkan berbagai strategi untuk memenangkan persaingan yang ada. strategi yang umum dipakai saat ini adalah memberikan kepuasan terhadap konsumen melalui berbagai bentuk layanan. strategi tersebut yang biasa dikenal dengan nama e-crm (customer relationship management). pt paramitra media perkasa (lebih dikenal dengan drtv) adalah sebuah perusahaan yang bergerak di bidang penjualan berbagai macam produk inovatif. perusahaan ini memiliki banyak divisi dan salah satunya adalah divisi marketing. divisi marketing merupakan divisi yang menangani promosi produk melalui media tv dan juga melayani pemesanan melalui telepon kepada konsumen. selain itu, konsumen juga dapat membeli barang secara langsung di toko yang ada. tujuan perusahaan saat ini adalah mempertahankan konsumen yang ada, memperluas pangsa pasar dengan menganalisis proses bisnis perusahaan, dan hubungan perusahaan dengan konsumen, serta merancang sistem yang dapat membantu perusahaan dalam menjalin serta menjaga hubungan dengan konsumen. lingkup penelitian ialah: 1. analisis sistem yang sedang berjalan, khususnya divisi marketing yang memberikan pelayanan kepada konsumen melalui telepon. 2. perancangan aplikasi yang akan digunakan divisi marketing. tujuan utama penelitian ini adalah memberikan solusi terhadap masalah yang dihadapi perusahaan, yakni membantu perusahaan untuk menjaga hubungan dengan konsumen pada pt paramitra media perkasa. dengan sistem ini diharapkan hubungan konsumen dengan perusahaan tidak berakhir setelah transaksi pembelian produk selesai sehingga dapat menghasilkan keuntungan yang lebih besar bagi perusahaan. manfaat yang dapat diperoleh perusahaan ketika aplikasi e-crm ini diterapkan adalah meningkatkan pelayanan kepada konsumen sesuai dengan kebutuhan, membantu menciptakan hubungan yang berkelanjutan dengan konsumen, memberikan kemudahan untuk menindaklanjuti kebutuhan konsumen, mengetahui kondisi konsumen, dan dapat menjadi media untuk mempromosikan produk baru kepada konsumen. analisis dan perancangan sistem … (siswono; dkk) 97 pembahasan pengertian e-crm berikut ini adalah beberapa pengertian e-crm. 1. kincaid (2003:41) e-crm adalah strategi dalam menggunakan informasi, proses, teknologi, dan orang untuk memberdayakan hubungan antara perusahaan dengan konsumen (penjualan, pemasaran, pelayanan terintegrasi, dan dukungan) yang bergantung pada aksi terkoordinasi yang meliputi seluruh perusahaan. 2. kalakota dan robinson (2000:172) e-crm adalah fungsi terintegrasi dari strategi penjualan, pemasaran, dan pelayanan yang bertujuan untuk meningkatkan pendapatan dan kepuasan konsumen. 3. seybold (2002:11) e-crm adalah suatu cara untuk meningkatkan kepuasan konsumen, bisnis, dan kemampuan bersaing perusahaan. dari sudut pandang arsitektur, kerangka e-crm secara keseluruhan dapat diklasifikasikan dalam tiga komponen utama berikut. 1. operational e-crm adalah pengelolaan secara otomatisasi dari proses bisnis secara terintegrasi dan horizontal, termasuk customer touch-points dan integrasi front-back office. 2. analytical e-crm adalah analisis data yang diperoleh dari operational e-crm dengan memanfaatkan tools dan softwares untuk mendapatkan pemahaman yang lebih baik tentang perilaku konsumen atau kelompok konsumen. 3. collaborative e-crm seperangkat aplikasi dari pelayanan kolaborasi termasuk e-mail, e-communities, publikasi personal, dan alat lainnya yang sejenis yang dirancang untuk memfasilitasi interaksi antara para konsumen dengan perusahaan. dengan collaborative e-crm, perusahaan berkolaborasi dengan partner, pemasok, dan konsumen untuk memperbaiki proses dan memenuhi kebutuhan pelanggan. berbeda dengan mitos dari beberapa vendor software, e-crm bukanlah alat atau solusi atau jawaban cepat untuk menghadapi tantangan bisnis. e-crm adalah suatu strategi yang tiada hentinya (on going) untuk melayani konsumen semakin lebih baik lagi. dengan demikian, proses e-crm harus melibatkan semua aktivitas dalam usaha memperlakukan konsumen secara personal di setiap departemen dalam perusahaan (berson, et.al., 2000:45). journal the winners, vol. 6 no. 2, september 2005: 95-104 98 fase dalam e-crm kalakota dan robinson (2000:113) membagi e-crm dalam 3 fase sebagai berikut. 1. fase-1 acquire (menambah jumlah pelanggan baru) memperoleh konsumen baru dengan menawarkan produk atau pelayanan yang mendorong peningkatan kerja, kenyamanan dan inovasi, sekaligus menawarkan berbagai kemudahan bagi konsumen. 2. fase-2 enhance (meningkatkan nilai tambah pelanggan) memberikan layanan yang bersifat one stop service untuk semua hal yang berhubungan dengan konsumen, mendorong terjalinnya hubungan yang lebih erat. nilai tambah yang diberikan dapat berupa penawaran produk/jasa dengan kualitas yang lebih baik. relasi pada tahap ini berkembang ke arah penjualan yang bersifat cross selling, yaitu penawaran produk komplemen, maupun up selling, yaitu penawaran produk dengan kualitas yang lebih baik. hal ini bertujuan untuk meningkatkan keuntungan bagi perusahaan. c. fase-3 retain (mempertahankan pelanggan yang menguntungkan) cara mempertahankan konsumen itu dengan berfokus pada pelayanan dalam segala situasi, menawarkan apa yang diinginkan oleh konsumen, dan bukan yang diinginkan oleh pasar. nilai lebih bagi konsumen adalah dengan adanya penawaran dari hubungan yang proaktif yang disukai oleh konsumen itu. sekarang ini, perusahaan besar memiliki fokus lebih banyak pada tahap untuk mempertahankan konsumen yang ada dibandingkan dengan menarik konsumen yang baru. electronic customer relationship management (e-crm) e-crm merupakan manajemen konsumen untuk ebusiness yang harus berhadapan dengan kompleksitas dari manajemen yang menarik bagi konsumen dan partner bisnis dalam berbagai macam media yang meliputi media online dan offline, personal contact, dan media komunikasi elektronik lainnya. seiring perkembangan e-crm, hubungan dengan konsumen menjadi lebih dinamis dan interaktif, memudahkan perusahaan menggunakan informasi untuk berkomunikasi lebih baik dengan pelanggan. tepatnya dengan menggunakan informasi tersebut, perusahaan dapat menciptakan hubungan yang benar dengan konsumen, adanya kesempatan untuk sukses, dan partner bisnis yang baik seperti karyawan mereka. mengapa diperlukan e-crm, seiring dengan perkembangan perusahaan, data konsumen semakin bertambah banyak. hal itu menyebabkan meningkatnya biaya yang harus dikeluarkan oleh perusahaan untuk memelihara dan mengolah data tersebut. oleh sebab itu, e-crm sangat diperlukan karena sistem ini mengolah data konsumen secara otomatis sehingga mampu meningkatkan efisiensi, kinerja perusahaan, dan menghemat biaya dalam hal yang berhubungan dengan konsumen mereka. analisis dan perancangan sistem … (siswono; dkk) 99 proses bisnis dan masalah yang dihadapi perusahaan sangat menyadari arti kesetiaan seorang konsumen. oleh karena itu, perusahaan mengambil suatu langkah, yaitu bergerak secara aktif untuk menjalin hubungan dengan pelanggannya. akan tetapi, langkah yang diambil oleh perusahaan masih mengalami banyak kesulitan. langkah awal yang diambil oleh perusahaan adalah dengan cara memberikan kepada setiap telemarketer database kosumen, dengan jumlah data konsumen yang berbeda-beda antara telemarketer yang satu dengan telemarketer yang lain. banyaknya data konsumen tergantung pada lamanya kerja telemarketer tersebut. setiap telemarketer berkewajiban untuk menjalin hubungan yang berkelanjutan dengan semua konsumen maupun dengan calon konsumen yang diberikan kepada mereka. selama ini, jadwal untuk menghubungi konsumen dilakukan secara manual, dan sangat mengandalkan kerajinan telemarketer untuk membuat dan melihat jadwal yang harus ia kerjakan pada hari itu. telemarketer juga hanya dapat melihat data pelanggan dan tidak dapat mengetahui histori transaksi dari seorang pelanggan. histori transaksi itu bertujuan untuk membantu telemarketer mengetahui transaksi-transaksi yang pernah dilakukan oleh konsumen dengan perusahaan. pada saat menghubungi pelanggan, telemarketer menanyakan respon konsumen terhadap produk serta kembali menawarkan produk yang ada. tanpa histori transaksi, telemarketer kesulitan untuk menawarkan kembali produk yang sejenis kepada pelanggan, walaupun tidak tertutup kemungkinan telemarketer menawarkan produk yang lainnya. untuk menanyakan respon pelanggan, telemarketer butuh untuk mengingat transaksi terakhir yang dilakukan oleh pelanggan. menurut hasil analisis, terlihat bahwa permasalahan yang dihadapi oleh perusahaan sebagai berikut. 1. telemarketer masih menyusun jadwal kegiatan secara manual. 2. telemarketer mengalami kesulitan untuk mengetahui status aktif dari pelanggan. apakah konsumen yang ada mempunyai status aktif 2 minggu, 1 bulan, atau 6 bulan terakhir. 3. telemarketer tidak dapat melihat histori transaksi sehingga untuk mempromosikan suatu produk telemarketer mengalami kesulitan. 4. banyaknya konsumen membuat telemarketer mengalami kesulitan untuk memberikan perhatian kepada konsumen yang ada. usulan pemecahan masalah melihat gambaran umum permasalahan yang dihadapi oleh perusahaan maka sangatlah dibutuhkan suatu media electronic yang dapat membantu telemarketer dalam meningkatkan layanan kepada pelanggan. penerapan e-crm secara electronic, akan memudahkan telemarketer melihat data konsumen yang dipercayakan kepadanya. selain itu, dengan adanya sistem e-crm ini akan sangat membantu telemarketer melihat journal the winners, vol. 6 no. 2, september 2005: 95-104 100 informasi mengenai transaksi konsumen sehingga memudahkan telemarketer untuk menjalin hubungan dengan pelanggan. perancangan sistem perancangan sistem untuk aplikasi e-crm dilakukan berdasarkan hasil analisis terhadap sistem yang berjalan pada pt paramitra media perkasa. aplikasi ini dirancang untuk membantu karyawan untuk meningkatkan pelayanan terhadap pelanggan, dengan cara membantu telemarketer mengelola waktu mereka untuk menghubungi (follow up) sejumlah konsumen yang dipercayakan kepada mereka untuk dilayani, sehingga hubungan dengan konsumen tidak berhenti sampai penjualan saja. sistem ini dirancang dengan menawarkan kemudahan bagi telemarketer di dalam melihat histori transaksi yang pernah dilakukan oleh pelanggan, serta dapat berfungsi untuk menawarkan produk kepada konsumen mereka. berikut adalah beberapa kemudahan yang diperoleh telemarketer dari aplikasi e-crm yang dirancang. 1. telemarketer dapat melihat agenda kegiatan yang akan dia lakukan pada hari ini (todo list), dapat menambah, mengubah, dan menghapus rencana kerjanya. 2. telemarketer dapat memilih bulan transaksi dari perusahaan sehingga follow up yang dilakukan telemarketer dapat dilakukan menurut periode bulan. 3. telemarketer dapat melihat semua nama konsumen yang dipercayakan perusahaan kepadanya, dapat melihat status keaktifan pelanggannya, dapat melihat histories transaksi dari konsumen dan apa saja minat konsumen. 4. sistem ini juga dapat membantu telemarketer memperhatikan masing-masing konsumen secara personal, seperti memberi ucapan selamat ulang tahun. rancangan layar di bawah ini diperlihatkan beberapa contoh rancangan layar yang digunakan dalam aplikasi e-crm. 1. layar home user (telemarketer) pada layar ini, user dapat melihat event yang diadakan oleh perusahaan dan informasi penting dari perusahaan. selain itu user dapat melihat nama-nama pelanggannya yang berulang tahun pada hari itu. di tampilan sebelah kiri terdapat agenda kerja untuk user. jika user klik new, maka akan masuk ke layar tambah kegiatan untuk menambah kegiatan. jika user meng-klik radio button maka user dapat memilih apakah ia akan melakukan update atau menghapus kegiatan. jika user telah selesai melaksanakan kegiatannya, user dapat memberi status dengan cara meng-klik check box yang ada (gambar 1). 2. layar pemesanan pada layar ini, user diminta untuk memasukkan nama yang ingin dicari pada kotak pencarian lalu klik search. jika data yang dicari ada maka akan ditampilkan semua data yang memiliki nama yang sama dengan nama yang ingin dicari kemudian user analisis dan perancangan sistem … (siswono; dkk) 101 dapat memilih nama konsumen yang diinginkan, apabila ada nama konsumen yang ditampilkan sesuai dengan nama konsumen yang ingin dicari, maka user dapat mengklik kode konsumen untuk masuk ke layar form_pesan. apabila nama yang dicari tidak ada atau tidak sesuai dengan yang ingin dicari maka user dapat meng-klik tombol new, lalu masuk ke layar form_pesan (gambar 2). 3. layar formulir pemesanan apabila user meng-klik kode konsumen pada layar pemesanan, maka pada layar form_pesan, sistem akan menampilkan semua data konsumen yang diperlukan yang ada di database setelah itu user mengisi data yang diperlukan lainnya. apabila user meng-klik tombol new pada layar pemesanan, maka pada layar form_pesan sistem akan menampilkan form kosong, dimana user diminta untuk meng-input semua data yang diperlukan (gambar 3). 4. layar histori transaksi layar ini digunakan untuk melihat histori transaksi perusahaan dengan menggunakan periode bulan. user dapat memilih bulan dan tahun yang diinginkan. jika tidak memilih maka secara otomatis akan ditampilkan histori transaksi bulan sebelumnya (follow up dilakukan sebulan setelah transaksi) pada tahun di mana sistem digunakan. jika user mengisi nama produk pada kotak pencarian lalu meng-klik search, maka ditampilkan semua data yang memiliki nama produk sama dengan yang dicari. tanggal follow up akan terisi secara otomatis sewaktu meminta respon terhadap produk yang dibeli oleh pelanggan (gambar 4). 5. layar pelanggan user akan memasuki layar ini apabila user meng-klik tombol konsumen pada layar project. user dapat mengisi nama konsumen yang hendak ia cari pada kotak pencarian, lalu meng-klik search. lalu akan ditampilkan semua nama konsumen yang sama dengan yang dicari. apabila user meng-klik kode konsumen yang ada, maka user akan masuk ke layar detail_pelanggan. jika user juga mengisi nama produk pada kotak pencarian yang disediakan, maka akan ditampilkan semua konsumen yang pernah membeli produk atau menaruh minat pada produk tertentu. di sini user juga dapat melihat tanggal keaktifan terakhir dari pelanggan (gambar 5). 6. layar event pada layar ini admin dapat melihat semua event yang diadakan oleh perusahaan dan untuk telemarketer yang mana event itu diadakan. admin bertugas untuk mengelola event-event yang ada. admin dapat menambah event dengan meng-klik tombol new. apabila admin meng-klik check box yang ada di samping event, maka admin dapat memilih untuk meng-update atau men-delete event yang dipilih (gambar 6). journal the winners, vol. 6 no. 2, september 2005: 95-104 102 gambar 1 layar home user (telemarketer) gambar 2 layar pemesanan gambar 3 layar formulir pemesanan gambar 4 layar histori transaksi analisis dan perancangan sistem … (siswono; dkk) 103 gambar 5 layar pelanggan gambar 6 layar event penutup simpulan yang dapat diperoleh dari penelitian ini sebagai berikut. 1. dapat meningkatkan hubungan dan menjaga kesetiaan konsumen terhadap perusahaan dengan adanya sistem e-crm. 2. sistem e-crm ini dirancang dan diimplementasikan untuk digunakan oleh karyawan perusahaan saja. 3. sistem ini membutuhkan database yang terintegrasi dengan aplikasi yang digunakan. journal the winners, vol. 6 no. 2, september 2005: 95-104 104 daftar pustaka barnes, james. 2003. secrets of e-crm. yogyakarta.:andi berson. a., et al. 2000. building data mining applications for e-crm. mcgraw-hill, usa. chaffey, dave. 2002. e-business and e-commerce management. new jersey: prenticehall inc. kalakota, ravi and marcia robinson. 2000. e-business 2.0: roadmap for success. massachussets: addison-wesley. reading. kincaid, judith w. 2003. customer relationship management-getting it right! new jersey: prentice hall ptr seybold, patricia. 2002. an executive’s guide to e-crm : how to evaluate e-crm alternatives by functionality, architecture, and analytics. shneiderman, ben. 1998. designing the user interface. addison-wesley longman, inc. strauss, judy and frost raymond. 2001. e-marketing, edisi ke-2. new jersey: prenticehall inc. whitten, j. bentley, and j. d. barlow, v. 2001. system analysis and design methods. mcgraw-hill. microsoft word 01_s. liawatimena_web hosting.doc analisis strategi pemasaran… (suryadiputra liawatimena; dkk) 89 analisis strategi pemasaran web hosting pt singcat network suryadiputra liawatimena1; andy margono2; yati3 abstract the development of business hosting in indonesia is getting quicker and promising, along with the technology development and usage of internet. this development is followed by more companies that compete in hosting industry. because of that, an analysis to one of the companies having hosting sector, pt singcat network was conducted. the result of analysis shows that company has a good strength to use available opportunity. but, until now the company is still less aggressive in market approaching. strategy formulation that appropriate is needed to expand the market and in order to be able to compete and become the leader in hosting sector. keywords: marketing strategies, web hosting abstrak perkembangan bisnis hosting di indonesia semakin pesat dan menjanjikan, seiring dengan berkembangnya teknologi dan penggunaan internet. perkembangan ini tentunya diikuti dengan semakin banyaknya perusahaan yang bersaing dalam industri hosting. oleh karena itu, dilakukan suatu analisis pada salah satu perusahaan yang bergerak di bidang hosting, yaitu pt singcat network. hasil analisis menunjukkan bahwa perusahaan memiliki kekuatan yang baik untuk memanfaatkan peluang yang ada tetapi selama ini perusahaan kurang agresif dalam melakukan pendekatan pasar. perumusan strategi yang tepat dibutuhkan untuk memperluas pasar dan agar mampu untuk bersaing dan menjadi leader di bidang hosting. kata kunci: strategi pemasaran, web hosting 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta 2, 3 mahasiswa fakultas ekonomi jurusan manajemen, ubinus, jakarta journal the winners, vol. 7 no. 2, september 2006: 89-103 90 pendahuluan kemajuan teknologi berupa internet telah berkembang pesat dan telah menjadi kebutuhan dalam menghadapi persaingan bisnis yang semakin ketat sehingga tidak dapat dipungkiri lagi peranan internet untuk keberlangsungan atau hidup matinya perusahaan dalam bersaing. kelebihan yang ditawarkan oleh internet membuat perusahaan mampu berkesempatan untuk melakukan promosi selama 24 jam dan biaya yang diperlukan pun tidak terlalu mahal dalam perawatan dan pengoperasiannya. hal itu mampu memberikan kesempatan memperluas pasar karena pada perkembangan jaman sekarang ini semakin banyak orang yang menggunakan fasilitas internet untuk mencari informasi yang dibutuhkan dalam segala hal. pt singcat network adalah sebuah perusahaan jasa yang menyelenggarakan hosting untuk perusahaan yang mencari solusi hosting dengan biaya yang terjangkau dengan layanan prima. peluang untuk mencari pelanggan baru ataupun untuk tetap dapat berhubungan dengan para konsumen dengan cara yang praktis, mudah, dan mampu meningkatkan pelayanan dan tetap keep in touch dengan konsumen lama yang pernah memakai jasa yang pernah digunakan pada pt singcat network perlu dijaga. hal itu karena hal tersebut secara langsung atau tidak langsung dapat meningkatkan penghasilan dengan adanya pelanggan baru dan mampu mengikat loyalitas dari konsumen lama, dan membuatnya membeli jasa dari perusahaan dimasa yang akan datang. konsumen yang loyal akan dengan sendirinya memberikan promosi mengenai produk perusahaan kepada teman dan kerabat dekatnya, bila mereka merasa puas dalam hal kualitas dan pelayanan yang diberikan. pembahasan strategi menurut chandler (rangkuti, 2000:3), strategi merupakan alat untuk mencapai tujuan perusahaan dalam kaitannya dengan tujuan jangka panjang, program tindak lanjut, serta prioritas alokasi sumber daya. definisi strategi yang dikemukakan oleh chandler menyebutkan bahwa “strategi adalah tujuan jangka panjang dari suatu perusahaan serta pendayagunaan dan alokasi semua sumber daya yang penting untuk mencapai tujuan tersebut”. pemahaman yang baik mengenai konsep strategi dan konsep lain yang berkaitan, sangat menentukan suksesnya strategi yang disusun. konsep tersebut adalah sebagai berikut. pertama, distinctive competence, yaitu tindakan yang dilakukan oleh perusahaan agar dapat melakukan kegiatan lebih baik dibandingkan dengan pesaingnya. suatu perusahaan yang memiliki kekuatan yang tidak mudah ditiru oleh perusahaan pesaing analisis strategi pemasaran… (suryadiputra liawatimena; dkk) 91 dipandang sebagai perusahaan yang memiliki distinctive competence. distinctive competence menjelaskan kemampuan spesifik suatu organisasi. menurut day dan wensley (rangkuti, 2000:5), identifikasi distinctive competence dalam suatu organisasi, meliputi keahlian tenaga kerja dan kemampuan sumber daya. dua faktor tersebut menyebabkan perusahaan ini dapat lebih unggul dibandingkan dengan pesaingnya. keahlian sumber daya manusia yang tinggi muncul dari kemampuan membentuk fungsi khusus yang lebih efektif dibanding pesaing. dengan memiliki kemampuan melakukan riset pemasaran yang lebih baik, perusahaan dapat mengetahui secara tepat semua keinginan konsumen sehingga dapat menyusun strategi pemasaran yang lebih baik dibandingkan dengan pesaingnya. semua kekuatan tersebut dapat diciptakan melalui penggunaan seluruh potensi sumber daya yang dimiliki perusahaan. semua itu merupakan keunggulan yang dapat diciptakan untuk memperoleh keuntungan dari pasar dan mengalahkan pesaing kedua, competitive advantage adalah kegiatan spesifik yang dikembangkan oleh perusahaan agar lebih unggul dibandingkan dengan pesaingnya. keunggulan bersaing disebabkan oleh pilihan strategi yang dilakukan perusahaan untuk merebut peluang pasar. menurut porter, ada tiga strategi yang dapat dilakukan perusahaan untuk memperoleh keunggulan bersaing, yaitu cost leadership, perusahaan dapat lebih memperoleh keunggulan bersaing yang lebih tinggi dibandingkan pesaingnya jika dapat memberikan harga jual yang lebih murah daripada harga yang diberikan oleh pesaingnya dengan nilai/kualitas produk yang sama. harga jual yang lebih rendah dapat dicapai oleh perusahaan tersebut karena memanfaatkan skala ekonomis, efisiensi produksi, penggunaan teknologi, dan sebagainya; diferensiasi, perusahaan dapat melakukan strategi diferensiasi dengan menciptakan persepsi terhadap nilai tertentu pada konsumennya; fokus, strategi fokus juga dapat diterapkan untuk memperoleh keunggulan bersaing sesuai dengan segmentasi dan pasar sasaran yang diharapkan. pemasaran menurut kotler (2001:7), pemasaran adalah proses sosial dimana individu dan kelompok mendapatkan yang mereka butuhkan dan inginkan dengan melakukan penciptaan, penawaran, atau pertukaran nilai dengan pihak lain. manajemen pemasaran merupakan analisis, perencanaan, implementasi, dan pengendalian program yang dirancang untuk menciptakan, membangun, dan memelihara pertukaran yang menguntungkan dengan pembeli sasaran untuk mencapai tujuan perusahaan. konsep pemasaran adalah gagasan sederhana tetapi sangat penting. konsep pemasaran berarti bahwa organisasi mengarahkan semua upayanya untuk memenuhi kebutuhan pelanggan dan berlaba. konsep pemasaran masyarakat menyatakan bahwa tugas organisasi adalah menentukan kebutuhan, keinginan, dan minat pasar sasaran dan memberi kepuasan yang diinginkan secara lebih efektif dan efisien dibandingkan pesaing dengan tetap memelihara dan meningkatkan kesejahteraan masyarakat. journal the winners, vol. 7 no. 2, september 2006: 89-103 92 strategi pemasaran menurut mccarthy dan perreault (1996:32), strategi pemasaran adalah "gambaran besar" yang memperlihatkan hal yang akan dilakukan perusahaan dalam pasar tertentu. ada dua bagian yang diperlukan, yaitu pasar target, sekelompok konsumen yang agak homogen (serupa) yang akan dihimbau perusahaan dan bauran pemasaran, yaitu sejumlah variabel yang dapat dikendalikan yang digabungkan perusahaan untuk memenuhi kebutuhan kelompok target. perencanaan strategi pemasaran berarti upaya menemukan peluang menarik dan penyusunan strategi pemasaran yang berlaba. strategi pemasaran merincikan target dan bauran pemasaran (marketing mix) yang berkaitan. strategi pemasaran itu terdiri dari campuran unsur yang disebut bauran pemasaran (marketing mix) atau 4p, yaitu price, promotion, place, dan product. pertama, produk (product): terdiri dari keragaman produk, kualitas, desain, ciri, merek, kemasan, ukuran, dan lain-lain. kedua, harga (price): terdiri dari daftar harga, potongan harga, periode pembayaran, dan persyaratan kredit. ketiga, promosi (promotion): terdiri dari promosi penjualan, periklanan, tenaga penjualan, kehumasan, dan pemasaran langsung. keempat, tempat (place): terdiri dari saluran pemasaran, cakupan pasar, pengelompokan, persediaan, dan transportasi web hosting web hosting adalah penempatan homepage pelanggan pada salah satu server milik penyedia jasa dengan membayarkan sejumlah biaya yang telah ditentukan untuk mendapatkan fasilitas yang disediakan oleh penyedia jasa. dengan jasa web hosting, seseorang dapat memiliki situs web dengan alamat yang diinginkan, seperti www.namaperusahaan.com untuk memperkenalkan nama perusahaan ke seluruh dunia ataupun transaksi internet lainnya. penempatan situs perusahaan di internet memerlukan investasi perangkat keras, perangkat lunak, serta infrastruktur jaringan komputer yang sangat kompleks dan mahal yang dapat mencapai puluhan ribu dolar amerika. meskipun demikian, perusahaan dapat menyewa web space, bandwidth. dan layanan tambahan lainnya dari pihak ketiga (outsourcing) sehingga tidak memerlukan investasi yang mahal. terdapat dua jenis hosting pada sistem operasi, yaitu hosting pada sistem operasi windows dan unix. pada sistem unix, sistem operasinya dianggap lebih serta cepat karena mendukung open-source program freeware dan shareware. web hosting berbasis unix sangat baik bagi pengguna yang menginginkan tingkat sekuritas yang tinggi. analisis swot analisis swot (rangkuti, 2000:18) adalah identifikasi berbagai faktor secara sistematis untuk merumuskan strategi perusahaan. analisis ini didasarkan pada logika yang dapat memaksimalkan kekuatan (strenghts) dan peluang (opportunities) namun secara bersamaan dapat meminimalkan kelemahan (weakness) dan ancaman (threats). proses pengambilan keputusan strategis selalu berkaitan dengan pengembangan misi, analisis strategi pemasaran… (suryadiputra liawatimena; dkk) 93 tujuan strategi, dan kebijakan perusahaan. dengan demikian, perencanaan strategis (strategic planner) harus menganalisis faktor strategis perusahaan (kekuatan, kelemahan, peluang, dan ancaman) dalam kondisi yang ada saat ini. hal ini disebut dengan analisis situasi. model paling populer untuk analisis situasi adalah analisis swot. matriks ifas matriks ini digunakan untuk mengevaluasi faktor internal perusahaan yang berhubungan dengan kekuatan dan kelemahan yang dianggap penting. data dan informasi aspek internal dapat diperoleh dari fungsional perusahaan, seperti aspek manajemen, keuangan, sdm, pemasaran, sistem informasi dan produksi, serta operasi. tahapan kerjanya adalah sebagai berikut. pertama, menentukan faktor kekuatan dan kelemahan perusahaan. kedua, memberi bobot masing-masing faktor tersebut menggunakan teknik perbandingan berpasangan. adapun bobot pengaruh yang diberikan adalah 4 : sangat besar; 3 : besar; 2 : sedang; 1 : kecil. ketiga, mengalikan bobot dengan rating untuk memperoleh faktor pembobotan. keempat, menjumlah skor pembobotan untuk memperoleh total pembobotan bagi perusahaan yang bersangkutan. nilai total menunjukkan bagaimana perusahaan bereaksi terhadap faktor strategis internalnya. skor total dapat digunakan untuk perbandingan dengan perusahaan lain dalam industri yang sama. matriks efas digunakan untuk mengevaluasi faktor eksternal perusahaan berkaitan dengan peluang dan ancaman bagi perusahaan. tahapan kerja matriks efas sama dengan matriks ifas. matriks swot matriks ini digunakan setelah menentukan ifas dan efas, dapat menggambarkan dengan jelas bagaimana peluang dan ancaman eksternal yang dihadapi dapat disesuaikan dengan kekuatan dan kelemahan yang dimiliki. journal the winners, vol. 7 no. 2, september 2006: 89-103 94 tabel 1 matriks swot ifas strenghts (s) weakness (w) efas tentukan faktor kekuatan internal tentukan faktor kelemahan internal opportunities (o) so strategies wo strategies tentukan faktor peluang eksternal ciptakan strategi yang menggunakan kekuatan untuk memanfaatkan peluang ciptakan strategi yang meminimalkan kelemahan untuk memanfaatkan peluang threats (t) st strategies wt strategies tentukan faktor ancaman eksternal ciptakan strategi yang menggunakan kekuatan untuk mengatasi ancaman ciptakan strategi yang meminimalkan kelemahan dan menghindari ancaman sumber: wheelen, 2002 permasalahan yang dihadapi hingga saat ini, pt singcat network belum mengetahui bagaimana respons pelanggan terhadap harga, layanan, kelengkapan paket, kemudahan, dan tingkat kepuasan yang diberikan oleh singcat. singcat juga belum memiliki strategi pemasaran yang tepat dan sesuai dengan kemampuan dan kondisi perusahaan saat ini. usulan pemecahan masalah analisis hasil kuesioner menyebarkan kuesioner dengan tujuan untuk mengetahui respons pelanggan terhadap singcat. kuesioner disebarkan kepada para pelanggan singcat. kuesioner terdiri dari 9 (sembilan) pertanyaan, 8 pertanyaan pilihan, dan 1 pertanyaan berupa komentar. adapun hasil kuesioner terhadap 356 responden adalah sebagai berikut. pertama, berapa lama anda sudah berlangganan pada singcat? hasil kuesioner menunjukkan seperti terlihat pada gambar 1. analisis strategi pemasaran… (suryadiputra liawatimena; dkk) 95 berapa lama anda sudah berlangganan pada singcat? > 3 tahun 2 3 tahun 1 2 tahun < 1 tahun gambar 1 hasil kuesioner pertanyaan nomor 1 dari hasil tersebut dapat diambil simpulan bahwa sebanyak 47 orang responden (13,2%) menjawab lebih dari 3 tahun, 66 orang (18,54%) menjawab antara 2 sampai 3 tahun, 82 orang (23,03%) menjawab antara 1 sampai 2 tahun, dan 161 orang (45,22%) menjawab kurang dari 1 tahun. kedua, puaskah anda dengan yang anda dapatkan di singcat sejauh ini? hasil kuesioner menunjukkan seperti terlihat pada gambar 2. puas k ah anda de ngan yang anda dapatk an di singcat s e jauh ini? sangat puas puas biasa saja tidak puas gambar 2 hasil kuesioner pertanyaan nomor 2 dari hasil tersebut dapat diambil simpulan bahwa sebanyak 51 orang responden (14,33%) menjawab sangat puas, 204 orang (57,30%) menjawab puas, 90 orang (25,28%) menjawab biasa saja, dan 11 orang (3,09%) menjawab tidak puas. journal the winners, vol. 7 no. 2, september 2006: 89-103 96 ketiga, darimana anda mengetahui mengenai singcat? hasil kuesioner menunjukkan seperti terlihat pada gambar 3. darim ana anda m e nge tahui m e nge nai singcat? teman /keluarga iklan (w eb ataupun media lain) merchandise singcat lainnya gambar 3 hasil kuesioner pertanyaan nomor 3 dari hasil tersebut dapat diambil simpulan bahwa sebanyak 228 orang responden (63,87%) menjawab dari teman/keluarga, 89 orang (24,93%) menjawab dari iklan, 0 (0%) yang menjawab dari merchandise singcat, dan 40 orang (11,2%) menjawab dari bidang lainnya keempat, agaimana menurut anda harga yang ditawarkan singcat dibanding perusahaan lain, dengan paket yang sama/sejenis? hasil kuesioner menunjukkan seperti terlihat pada gambar 4. bagaim ana m e nurut anda de ngan harga yang ditaw ark an singcat dibanding pe rus ahaan lain, de ngan pak e t yang s am a/ s e je nis ? lebih murah sama saja mahal tidak tahu gambar 4 hasil kuesioner pertanyaan nomor 4 dari hasil tersebut dapat diambil simpulan bahwa sebanyak 288 orang responden (81,36%) menjawab lebih murah dibanding perusahaan lain, 58 orang (16,38%) menjawab sama saja, 3 orang (0,85%) menjawab lebih mahal, dan 5 orang (1,41%) menjawab tidak tahu. analisis strategi pemasaran… (suryadiputra liawatimena; dkk) 97 kelima, bagaimana dengan layanan yang diberikan oleh singcat? hasil kuesioner menunjukkan seperti terlihat pada gambar 5. bagaim ana de ngan layanan yang dibe rik an ole h singcat? sangat baik baik cukup kurang gambar 5 hasil kuesioner pertanyaan nomor 5 dari hasil tersebut dapat diambil simpulan bahwa sebanyak 74 orang responden (20,85%) menjawab sangat baik, 199 orang (56,06%) menjawab baik, 71 orang (20%) menjawab cukup, dan 11 orang menjawab kurang (3,10%) keenam, bagaimana kelengkapan paket dan fasilitas yang ditawarkan oleh singcat? hasil kuesioner menunjukkan seperti terlihat pada gambar 6. bagaim ana k e le ngk apan pak e t dan fas ilitas yang ditaw ark an ole h singcat? lengkap biasa saja kurang lengkap sangat kurang gambar 6 hasil kuesioner pertanyaan nomor 6 dari hasil tersebut dapat diambil simpulan bahwa sebanyak 204 orang responden (57,79%) menjawab lengkap, 121 orang (34,28%) menjawab biasa saja, 27 orang (7,65%) menjawab kurang lengkap, dan 1 orang (0,28%) menjawab sangat kurang. journal the winners, vol. 7 no. 2, september 2006: 89-103 98 ketujuh, bagaimana dengan kemudahan yang didapat melalui website singcat.com? hasil kuesioner menunjukkan seperti terlihat pada gambar 7. bagaimana dengan kemudahan yang didapat melalui website singcat.com? sangat mudah mudah biasa saja kurang gambar 7 hasil kuesioner pertanyaan nomor 7 dari hasil tersebut dapat diambil simpulan bahwa sebanyak 67 orang responden (18,82%) menjawab sangat mudah, 205 orang (57,58%) menjawab mudah, 63 orang (17,70%) menjawab biasa saja, 21 orang (5,90%) menjawab kurang. kedelapan, berikan prioritas mengapa anda memilih singcat. hasil kuesioner menunjukkan seperti terlihat pada gambar 8. berikan prioritas mengapa anda memilih singcat harga kecepatan layanan reputasi gambar 8 hasil kuesioner pertanyaan nomor 8 dari hasil tersebut dapat diambil simpulan bahwa sebanyak 246 orang responden (68,91%) menjawab harga, 20 orang (5,60%) menjawab kecepatan, 74 orang (20,73%) menjawab layanan, dan 17 orang (4,76%) menjawab reputasi. analisis strategi pemasaran… (suryadiputra liawatimena; dkk) 99 dari pertanyaan kesembilan tentang apa yang diperlukan singcat untuk ditingkatkan lagi, didapat amat banyak masukan berupa saran dan kritik dari para member untuk kemajuan singcat. antara lain, meningkatkan layanan customer service kepada pelanggan, mempertahankan harga yang murah, security, dan stabilitas dan lain-lain. analisis swot untuk merumuskan strategi pemasaran yang tepat bagi pt singcat network, dilakukan analisis swot untuk mengetahui keadaan lingkungan internal dan eksternal perusahaan, dan merumuskan strategi pemasaran web hosting yang tepat dan sesuai dengan keadaan lingkungan perusahaan. tabel 2 matriks ifas pt singcat network no. faktor internal bobot score b * s 1 s-1 harga yang kompetitif 0.08 4 0.32 2 s-2 kestabilan server 0.21 3 0.63 3 s-3 customer service yang personalize 0.16 3 0.48 4 s-4 hosting gratis bagi lembaga pendidikan 0.03 2 0.06 5 s-5 biaya operasional rendah 0.04 2 0.08 total stenghts 1.57 6 w-1 kurangnya media promosi 0.07 3 0.21 7 w-2 tidak memiliki strategi marketing yang agresif 0.16 4 0.64 8 w-3 sumber daya manusia yang terbatas 0.06 2 0.12 9 w-4 member singcat saat ini mayoritas berskala kecil 0.04 2 0.08 10 w-5 modal kecil 0.16 2 0.32 total weakness 1.37 total 2.94 tabel 3 matriks efas pt singcat network no. faktor eksternal bobot score b * s 1 o-1 bisnis hosting adalah bisnis yang sangat menjanjikan 0.06 3 0.18 2 o-2 free set-up menjadi pertimbangan utama konsumen 0.07 2 0.14 3 o-3 dukungan perkembangan it 0.10 4 0.40 4 o-4 kebutuhan akan website pribadi/organisasi semakin luas 0.13 3 0.39 5 o-5 rekomendasi mouth to words membuktikan kualitas produk 0.20 3 0.60 total opportunities 1.71 6 t-1 persaingan dari perusahaan hosting lain yang skalanya lebih besar 0.06 4 0.24 7 t-2 brand image pesaing yang lebih kuat 0.15 2 0.30 8 t-3 marketing pesaing yang lebih agresif 0.14 4 0.56 9 t-4 hosting gratisan 0.05 1 0.05 10 t-5 pendatang baru yang potensial 0.05 3 0.15 total threats 1.30 total 3.01 journal the winners, vol. 7 no. 2, september 2006: 89-103 100 tabel 4 matriks ie hasil penelitian total nilai efas berbobot t ot al n ila i i f a s b er bo bo t kuat 3.00 – 4.00 sedang 2.00 – 2.99 lemah 1.00 – 1.99 t in gg i 3 .0 0 – 4. 00 tumbuh dan bina strategi intensif: • penetrasi pasar • pengembangan pasar • pengembangan produk tumbuh dan bina strategi intensif: • penetrasi pasar • pengembangan pasar • pengembangan produk pertahankan dan pelihara • penetrasi pasar • pengembangan produk se da ng 2 .0 0 – 2. 99 tumbuh dan bina strategi intensif: • penetrasi pasar • pengembangan pasar • pengembangan produk pertahankan dan pelihara • penetrasi pasar • pengembangan produk panen atau divestasi r en da h 1. 00 – 1 .9 9 pertahankan dan pelihara • penetrasi pasar • pengembangan produk panen atau divestasi panen atau divestasi analisis strategi pemasaran… (suryadiputra liawatimena; dkk) 101 gambar 9 posisi relatif pt singcat network tabel 5 matriks swot hasil penelitian opportunities (o) 1. bisnis hosting adalah bisnis yang sangat menjanjikan 2. free set-up menjadi pertimbangan utama konsumen 3. dukungan perkembangan it 4. kebutuhan akan website pribadi/organisasi semakin luas 5. rekomendasi mouth to words membuktikan kualitas produk threats (t) 1. persaingan dari perusahaan hosting lain yang skalanya lebih besar 2. brand image pesaing yang lebih kuat 3. marketing pesaing yang lebih agresif 4. hosting gratisan 5. pendatang baru potensial strenghts (s) 1. harga yang kompetitif 2. kestabilan server 3. customer service yang personalize 4. hosting gratis bagi lembaga pendidikan 5. biaya operasional rendah strategi so 1. menonjolkan keunggulan kompetitif dari segi harga dan fitur yang ditawarkan pt. singcat dibandingkan dengan perusahaan lain. 2. merencanakan strategi marketing yang lebih agresif melalui pelayanan member yang personalize sahingga selain memperoleh member baru dari rekomendasi member lama, singcat juga dapat mengembangkan bisnis lebih luas dan cepat. strategi st 1. menggunakan kekuatan untuk mengatasi ancaman terhadap perusahaan. 2. menciptakan brand image. opportunity threat weakness strenght mendukung strategi agresif 0.41 0.20 journal the winners, vol. 7 no. 2, september 2006: 89-103 102 weaknesses (w) 1. kurangnya media promosi 2. tidak memiliki strategi marketing yang agresif 3. sumber daya manusia yang terbatas 4. member singcat saat ini mayoritas berskala kecil 5. modal kecil strategi wo 1. perusahaan harus mampu meminimalkan kelemahan melalui pemanfaatan peluang yang ada. 2. peningkatan sumber daya manusia untuk memanfaatkan peluang. strategi wt 1. memperbaiki sumber daya perusahaan dan strategi defensif yang diarahkan untuk mengurangi kelemahan internal dan menghindari ancaman lingkungan. penutup berdasarkan analisis yang telah dilakukan, dapat diperoleh simpulan sebagai berikut. pertama, strategi pemasaran yang telah berjalan pada pt singcat network sudah berjalan dengan baik, dibuktikan dengan hasil kuesioner dan sebanyak 71.63% pelanggan merasa puas dengan yang sudah didapatkan di singcat. kedua, pt singcat network memiliki kekuatan internal dan peluang baik yang dapat dimanfaatkan pada pengembangan strategi pemasaran yang agresif dan pengembangan bisnisnya. strategi pemasaran web hosting yang tepat bagi singcat adalah dengan mengarahkan promosi web www.singcat.com untuk menciptakan brand image yang kuat. adapun saran yang dapat diberikan kepada pt singcat network adalah sebagai berikut. pertama, memperluas pasar dari segi jumlah konsumen agar mampu menjadi leader dibidang hosting dengan cara memperbanyak promosi melalui berbagai media. kedua, menonjolkan keunggulan kompetitif dari segi harga dan fitur yang ditawarkan pt singcat dibandingkan dengan perusahaan lain dalam strategi pemasaran yang akan datang. ketiga, merencanakan strategi marketing yang lebih agresif melalui pelayanan member yang personalize sehingga selain memperoleh member baru dari rekomendasi member lama, singcat juga dapat mengembangkan bisnis lebih luas dan cepat. analisis strategi pemasaran… (suryadiputra liawatimena; dkk) 103 daftar pustaka amor, daniel. 2002. the e-business [r]evolution. new jersey: prentice hall. andino maseleno. 2003. “kamus istilah komputer dan informatika.” diakses 29 agustus 2005 dari http://ilmukomputer.com. coupey, eloise. 2001. marketing and the internet. new jersey: prentice hall. chaffey, dave, richard mayer, kevin johnston, and fiona ellis-chadwick. 2000. internet marketing. prentice hall. david, fred r. 2004. manajemen strategis: konsep. edisi ketujuh. jakarta: pt prenhallindo. kertajaya, hermawan. 2004. marketing in venus. jakarta: pt gramedia pustaka utama. kotler, philip and gary armstrong. 2001. prinsip-prinsip pemasaran. jilid 1 edisi ke-8. erlangga. mccarthy, jerome and william perreault. 1996. dasar-dasar pemasaran. edisi ke-5. jakarta: erlangga. rangkuti, freddy. 2000. analisis swot teknik membedah kasus bisnis: reorientasi konsep perencanaan strategis untuk menghadapi abad 21. jakarta: pt gramedia pustaka utama. sugiyono. 2004. metode penelitian bisnis. cetakan ketujuh. bandung: cv alfabeta. tim sdm stikom surabaya. 1997. pengantar html. diakses 29 agustus 2005 dari http://www.infokomputer.com/arsip/internet/0797/tutor/tutorial1.shtml turban, efraim, david king, jae lee, dan dennis viehland. 2004. electronic commerce: a managerial perspective. usa: prentice hall. wheelen, thomas l. dan j. david hunger. 2002. strategic management and business policy. usa: prentice hall. microsoft word 02_januar.doc kepemimpinan: suatu tinjauan … (januar heryanto) 105 kepemimpinan: suatu tinjauan manajemen sumber daya manusia januar heryanto1 abstract leadership qualities might naturally “inborn” to some people, but for some others have to make efforts to grow the leadership qualities in themselves. it’s wellknown as a “formed-leaders”, leadership that grows through examples and experiences. leaders should have a vision to see the future from the distance. they dream is not only about what can be happened to day, but also about what will happen in next year, in next decade, even in next generation. keywords: leadership, vision, influence abstrak walaupun kualitas kepemimpinan mungkin secara alamiah melekat pada sebagian orang, yang biasanya disebut pemimpin yang dilahirkan, namun sebenarnya bagi sebagian orang lain kepemimpinan mereka bertumbuh dalam hidup mereka. inilah yang disebut pemimpin yang dibentuk, yang bertumbuh melalui pengalaman mereka. para pemimpin harus memiliki visi untuk melihat apa yang akan terjadi di masa depan. mereka memimpikan bukan saja apa yang dapat terjadi sekarang, tetapi juga apa yang dapat terjadi tahun depan, sepuluh tahun mendatang bahkan yang akan terjadi pada generasi berikutnya. kata kunci: kepemimpinan, visi, pengaruh 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta journal the winners, vol. 6 no. 2, september 2005: 105-113 106 pendahuluan dewasa ini, persoalan yang dihadapi sejumlah institusi baik di dunia pendidikan, bisnis, industri, politik maupun pemerintahan adalah krisis kepemimpinan, yang sudah mulai terasa sejak abad ke duapuluh. kita memang memiliki pemimpin formal, yaitu mereka yang memiliki posisi pemimpin di bidang pendidikan, bisnis, industri, pemerintahan, sosial, religius dan sebagainya, tetapi tidak jarang terjadi banyak institusi yang mengecewakan kita, karena ulah pemimpinnya. kadang-kadang, istilah kepemimpinan bagi sebagian orang dapat rancu, karena seseorang yang menduduki posisi formal dalam sebuah institusi tidak selalu menjadi pemimpin. kepemimpinan tidak identik dengan posisi formal atau jabatan. bila pejabat yang mengepalai sebuah institusi tidak melaksanakan fungsi kepemimpinan, maka dia tidak layak disebut pemimpin. di setiap jaman, selalu lahir seorang pemimpin yang akan memenuhi kebutuhan pada jaman itu. tidak ada seorang pemimpin yang potensial yang tidak mempunyai kesempatan untuk berkarya di tengah masyarakat. jadi selain kemampuan untuk memimpin, dibutuhkan momentum yang tepat untuk melahirkan seorang pemimpin. martin luther king jr, mahatma gandhi, soekarno adalah contoh-contoh pemimpin yang lahir pada saat yang tepat. beberapa orang lahir ke dunia ini dikaruniai rasa percaya diri dan otak yang cemerlang. jelas hal ini merupakan suatu keuntungan. tetapi sebagian besar orang menjadi pemimpin yang lebih baik melalui serangkaian kegiatan yang spesifik. lebih banyak jumlah pemimpin yang “dibentuk” dari pada jumlah pemimpin yang “dilahirkan”. salah satu bukti bahwa pemimpin dapat dibentuk dari orang-orang “biasa” adalah catatan riwayat personel korps marinir as. calon marinir yang direkrut sebagian berasal dari rumah tangga yang bermasalah dan berantakan. tidak jarang mereka pengguna obatobatan terlarang dan pecandu alkohol atau memiliki pandangan sempit. semua ciri yang dapat digunakan untuk meramalkan kesuksesan pada umumnya jarang didapatkan pada kelompok individu ini. namun banyak dari antara calon marinir yang direkrut ini menjadi pemimpin yang efektif setelah mereka menyelesaikan pendidikannya dan selanjutnya terus menunjukkan keterampilan kepemimpinan yang luar biasa ketika karier mereka berlanjut (zenger, 2004). bakat alamiah dan ambisi semata tidak selalu membawa keberhasilan jangka panjang. sebuah perusahaan yang diberitakan berada pada urutan teratas dalam “daftar perusahaan per-bank-an paling dikagumi” di majalah fortune, yakni j.p. morgan, banyak karyawan muda yang memulai tugas baru meluncur cepat lewat jalan meteor di langitlangit morgan. pada mulanya mereka bersinar cemerlang dalam tugas-tugas pengolahan data numerik, namun kemudian secara spektakuler kehadapatn nyala ketika menghadapi tantangan tugas-tugas yang menuntut kematangan (mature) yang integral dengan kepemimpinan perusahaan. sejumlah orang terlalu takut membuat keputusan besar, yang lain menakut-nakuti siapa saja yang berani mengambil keputusan tanpa mereka. beberapa karyawan muda yang lain merupakan manajer hebat sejauh mereka melakukan kepemimpinan: suatu tinjauan … (januar heryanto) 107 menajemen angka. perbendaharaan manajemen mereka tidak merentang sampai ke urusan memikirkan dan merasakan manusia, yang tidak mudah dimanipulasi seperti program komputer untuk accounting. (lowney, 2005) biasanya pemimpin yang baik, didorong oleh suatu visi. tetapi apakah visi itu? dr. david george, dalam kuliah umumnya di depan para sivitas akademika u.k petra pada akhir tahun 2004 mengatakan bahwa visi adalah melihat masa depan, saat ini, didasari oleh masa lalu atau tepatnya melihat yang tidak kelihatan dan menjadikannya dapat dilihat. visi adalah gambaran yang ada dalam mata pikiran tentang hal yang dapat atau seharusnya terjadi di masa depan. pembahasan definisi kepemimpinan dan pengaruh pengertian kepemimpinan berdasarkan pencarian di situs search engine google (dengan kata kunci “kepemimpinan”) diperoleh hasil lebih dari sepuluh juta jawaban. sebuah toko buku “online” menawarkan lebih dari sepuluh ribu judul tentang tema “kepemimpinan”, namun tak satupun di antara buku itu menggambarkan bahwa di tengah masyarakat berlimpah kepemimpinan. sebaliknya, banyak di antara karya itu memperkuat apa yang secara intuitif sudah kita ketahui bahwa kita memerlukan kepemimpinan yang lebih berprinsip dan lebih efektif. (lowney, 2005). maxwell dalam bukunya “developing the leader within you” mengatakan bahwa setelah mengamati kepemimpinan di dalam keluarganya dan bertahun-tahun mengembangkan potensi kepemimpinannya sendiri, sampai pada suatu kesimpulan bahwa “kepemimpinan adalah pengaruh”. kebanyakan orang mendefinisikan kepemimpinan sebagai kemampuan untuk meraih suatu kedudukan, bukan untuk mendapatkan pengikut. karena itu, mereka mengejar kedudukan, pangkat, atau jabatan dan setelah berhasil mereka berfikir bahwa mereka sudah menjadi pemimpin. tipe pemikiran ini menciptakan dua masalah berikut. 1. mereka yang memiliki status pemimpin sering mengalami frustasi karena kurangnya pengikut. 2. mereka yang tidak punya jabatan resmi mungkin tidak dapat melihat dirinya sebagai pemimpin dan dengan demikian tidak mengembangkan keahlian kepemimpinannya. kita masing-masing mempengaruhi dan dipengaruhi orang lain. berarti kita semua sedang memimpin dalam beberapa bidang dan dipimpin dalam bidang lainnya. pemimpin terkemuka dari suatu kelompok akan mudah ditemukan. perhatikan saja orangorang ketika mereka berkumpul. bila suatu persoalan harus diputuskan, siapa orang yang pendapatnya tampak paling berharga? siapa orang yang paling diperhatikan orang-orang lain ketika persoalannya sedang dibicarakan? siapa orang yang cepat disetujui oleh orang-orang lain? jawaban terhadap pertanyaan itu akan membantu kita menemukan siapa pemimpin dalam kelompok tersebut. journal the winners, vol. 6 no. 2, september 2005: 105-113 108 kepemimpinan berawal dari sebuah sikap william james, pelopor psikologi modern menulis bahwa manusia dapat mengubah hidup mereka dengan cara mengubah sikap berpikirnya. sikap kita akan menentukan tindakan kita. tindakan kita akan menentukan pencapaian-pencapaian kita. prinsip ini dapat dikembangkan bahwa kita harus menata hati kita lebih dahulu sebelum kita menata hidup kita. dari kedalaman hati manusia yang penuh dengan kejahatan akan muncul hal yang jahat, sedangkan dari kedalaman hati manusia yang penuh dengan kebaikan akan muncul hal yang baik. jadi penentunya adalah apa yang ada di dalam batin manusia. perubahan sejati terjadi dari dalam ke luar. (maxwell, j. c., buku catatan 3, million leaders mandate). dalam banyak situasi, peperangan sudah dimenangkan sebelum perang itu sendiri dimulai. semuanya berkenaan dengan kerangka pikir kita ketika kita memasuki medan laga. apakah kita penuh dengan pengharapan dan optimisme atau bersikap negatif dan meragukan keberhasilan kita? sebuah tim bola basket yang akan bertanding hampir dapat dipastikan akan menang, bila semua anggota tim yakin mereka akan menang. sikap kita menentukan apakah kita akan menang atau kalah. seorang pemegang medali emas dalam sebuah olimpiade pernah berkata, “saya percaya bahwa satu-satunya perbedaan antara para peraih medali emas dan perak adalah sikap mereka, bukan kemampuan mereka”. seorang salesman sepatu dikirim ke sebuah negara yang jauh dan setelah beberapa hari, ia mengirim pesan: “saya mau pulang, tidak ada orang yang pakai sepatu di sini”. seorang salesman yang lain dikirim oleh perusahaan ini untuk mengunjungi negara yang sama. setelah beberapa hari, ia menulis pesan ke kantor di negaranya, “kirim lebih banyak sepatu! belum seorangpun pakai sepatu di sini!” situasinya sama, namun perspektif (cara pandang)-nya berbeda. perbedaan utama antara seorang pengikut dan seorang pemimpin adalah perspektifnya. perbedaan antara seorang pemimpin dan seorang pemimpin yang efektif adalah perspektif yang lebih baik. para pemimpin tahu bahwa sikap akan menciptakan momentum, positif atau negatif. para eksekutif dalam bisnis berkata bahwa unsur penting dalam diri karyawan yang berpotensi meliputi hal berikut. 1. 5% kesediaannya (availability) 2. 5% hal dapat menyesuaikan dirinya (adaptability) 3. 10% kemampuannya (ability) 4. 10% penampilannya (appearance) 5. 70% sikapnya (attitude) perhatikan betapa pentingnya sikap, baik di dalam diri para pemimpin maupun anggota-anggota timnya. seorang psikolog praktis mendaftar lima aturan untuk mengevaluasi orang yang akan dipertimbangkan untuk dipromosikan dalam pekerjaannya, antara lain sebagai berikut. 1. ambisinya. 2. sikapnya terhadap kebijakan. kepemimpinan: suatu tinjauan … (januar heryanto) 109 3. sikapnya terhadap rekan kerja. 4. keterampilan kepemimpinannya. 5. sikapnya terhadap tekanan yang ada dalam pekerjaan. kita tidak dapat merancang dan mengendalikan sepenuhnya situasi-situasi hidup dan kepemimpinan kita, namun kita dapat merencanakan dan mengendalikan sikap kita agar siap dibentuk saat diperlukan. di bawah ini adalah pedoman untuk merencanakan dan mengendalikan sikap anda. 1. percayalah, yang terpenting bukannya apa yang terjadi terhadap diri anda, melainkan apa yang terjadi di dalam diri anda (it is not what happens to you, but what happens in you). 2. berhentilah menyalahkan sesuatu atau seseorang karena sikap anda. 3. evaluasilah sikap anda saat ini. 4. ingatlah bahwa iman lebih besar dari pada ketakutan. 5. singkapkan dan tulislah sebuah pernyataan tujuan 6. daftarkan pertolongan dari mitra anda yang dapat dipercaya 7. luangkan waktu bersama-sama dengan orang yang tepat 8. pilihlah seorang model untuk diteladani 9. isi diri anda penuh dengan kebenaran. memimpin di saat sulit besar kemungkinan seorang pemimpin akan mengalami saat sulit dan melelahkan ketika dia mencoba untuk memimpin orang lain. kepemimpinan dapat saja menjadi tugas yang tidak menghasilkan rasa terima kasih, bahkan akan mengalami kesepian dan melemahkan semangat, hanya karena pemimpin menjadi sasaran kritik bahkan dapat juga ia akan merasa diserang ketika sedang memimpin. patut diingat bahwa pemimpin maupun orang yang dipimpin tetaplah manusia biasa. ini berarti bahwa pemimpin akan menghadapi konflik sebelum perjalanan kepemimpinannya usai. semua orang memiliki cara pandang (perspektif), kepribadian dan pergumulan yang berbeda-beda, sehingga mengakibatkan mereka bereaksi dengan cara mereka sendiri. umumnya sumber konflik dan kesulitan yang terjadi dalam hubungan antar manusia, antara lain sebagai berikut. 1. benturan kepribadian. 2. harapan yang tidak terungkap dan belum terpenuhi. 3. perasaan tidak aman dan persoalan jati diri. 4. konflik yang belum terselesaikan dari luka masa lalu. 5. sikap independen dan cara pandang yang kaku. journal the winners, vol. 6 no. 2, september 2005: 105-113 110 prinsip dasar yang harus dipahami oleh para pemimpin sebagai berikut. 1. dalam hubungan antar manusia, para pemimpin sering kali harus mempraktikkan prinsip 101%; temukan 1% orang yang setuju dengan anda dan berikan 100% perhatian anda kepadanya. 2. dalam hubungan antar pribadi, lebih baik membangun pagar di puncak karang dari pada membangun sebuah rumah sakit di bagian dasar. ambil langkah untuk mencegah munculnya potensi kesulitan. 3. ketika emosi yang diekspresikan dipandang jauh lebih penting dari pada masalah yang ada di depan mata, sudah pasti ada masalah tersembunyi yang harus dihadapi. 4. ketika kebutuhan emosi seseorang dipandang perlu mengatasi akal sehat, itu tidak akan pernah masuk akal. 5. orang yang terluka secara alamiah akan melukai orang lain. 6. sebagai pemimpin, jangan sekali-kali kita menggantungkan kesehatan emosi kita di tangan orang lain. 7. adalah mungkin bagi seorang pemimpin untuk mensabotase dirinya sendiri. dia mungkin saja dapat memenangkan sebuah perdebatan, namun pada akhirnya dia akan mengalami kerugian yang lebih besar dari pada yang dapat diperolehnya. 8. kita harus mempraktekkan hukum koneksi: para pemimpin akan menyentuh hati terlebih dahulu sebelum meminta uluran tangan. di dalam menghadapi orang yang sulit, apa yang dapat kita lihat di atas permukaan mereka adalah kelakuan dan kebiasaan. orang dapat menjadi sumber konflik atau luka hati karena ada sesuatu yang tidak beres dalam hidup mereka. kita tidak harus menggali terlalu jauh dalam suatu percakapan dengan mereka untuk menemukan sikap dan perasaan yang negatif, seperti kemarahan dan depresi. jika kita menyelidiki mereka sedikit lebih jauh saja, maka kita akan mulai melihat ketidak mampuan orang-orang itu untuk mengampuni. pada umumnya orang punya perasaan negatif karena mereka belum sanggup untuk mengampuni seseorang atau melepaskan kenangan buruk dari masa lalunya. jika kita menggalinya lebih dalam lagi, maka kita akan menemukan kebutuhankebutuhan yang tidak terpenuhi. harapan (expectation) itu ada yang diucapkan, tapi ada pula yang tidak diucapkan. jelas, mereka mengharap seseorang untuk memenuhi kebutuhan itu. pengikut memerlukan “sesuatu” dari pemimpinnya (followers need something from their leaders). namun, pada akhirnya akar dari masalah itu adalah rasa layak atas diri sendiri. orang itu tidak percaya bahwa dirinya berharga dan ia berusaha mencari cara-cara tidak sehat untuk menutupinya. mungkin mereka akan memicu konflik, mencari perhatian, mengalami depresi, tidak bersahabat, suka memaksa, terlalu sensitif, takut, tidak tahu berterima kasih, atau dingin, karena merasa tidak layak. sementara para pemimpin bertambah matang, mereka akan memahami dengan lebih baik perbedaan manusia. mereka menyadari bahwa orang yang mengikuti mereka dimotivasi oleh sebab yang berbeda-beda, menanggapi ide-ide yang beraneka ragam, dan kepemimpinan: suatu tinjauan … (januar heryanto) 111 bersemangat karena alasan yang berbeda-beda. setiap pemimpin harus mempelajari perbedaan-perbedaan kepribadian yang mendasar ini dalam organisasi mereka. bila pemimpin tidak berhasil memahami dan tidak menjalin hubungan dengan kepribadian yang berbeda-beda di dalam organisasinya, akan muncul masalah. ada empat macam kepribadian, antara lain sebagai berikut. 1. sanguin mereka ingin diperhatikan dan merindukan agar segalanya menyenangkan. tempat kerjanya sedikit amburadul, suka menguasai orang, baik dalam pembicaraan maupun kegiatan. 2. melankolis bila melakukan sesuatu, mereka ingin hasilnya benar/tepat (perfect). tempat kerjanya rapi. mereka bekerja dengan sangat rinci dan dipikirkan sebelumnya. biasanya mereka agak sedikit murung. 3. kolerik biasanya mereka perkasa dan ingin memegang tanggung jawab. mereka menginginkan hasil kerjanya dicapai dengan cara mereka. mereka sangat menuntut dan kurang sabar. 4. flegmatis mereka suka damai, gampang menyesuaikan diri dan sikapnya santai. tempat kerjanya tidak formal serta sederhana. mereka cenderung tidak disiplin waktu dan lamban. mendelegasikan tugas ketika seseorang menjadi pemimpin, dia harus membuat keputusan yang mungkin dapat dianggap revolusioner untuk mengembangkan institusinya. ia tidak lagi mengevaluasi bagaimana menyelesaikan tugas seorang diri, tetapi bagaimana menyelesaikan tugas melalui orang lain. bila pemimpin merasa harus menyelesaikan segala sesuatu sendirian, maka ia akan merasa letih. itulah sebabnya dia harus membuat perubahan serta memperlengkapi orang lain, kemudian membagi tanggung-jawabnya. ada beberapa langkah perubahan untuk menjadi seorang pemimpin. ia harus mampu meng-komunikasikan kepada orang lain apa yang harus mereka lakukan, membentangkan visinya serta membuat rencana. memilih di antara orang-orangnya untuk dilatih menjadi pemimpin dan memberi mereka kebebasan sesuai dengan kemampuan serta karunia yang dimilikinya. namun tidak semua pekerjaan dapat didelegasikan, ada sebagian yang harus dikerjakan pemimpin itu sendiri. sasaran pemimpin bukan memenuhi kebutuhan banyak orang secara langsung, tetapi memberdayakan orang lain untuk memenuhi banyak orang. ia tidak lagi berfokus pada kebutuhan sekarang, tapi berfokus pada visi jangka panjang. mengapa kadang-kadang para pemimpin gagal dalam journal the winners, vol. 6 no. 2, september 2005: 105-113 112 mengembangkan orang lain? sebagian karena mereka merasa hanya mereka sendiri yang memenuhi syarat untuk melakukannya. mereka tidak mempercayai atau memandang rendah orang lain. penyebab utamanya, mereka tidak tahu bagaimana memilih dan melatih orang lain. mengembangkan orang lain akan memakan energi dan waktu serta membutuhkan perencanaan yang matang. ini merupakan suatu cara kepemimpinan yang proaktif dan bukan hanya menjalankan organisasinya seperti apa yang terjadi sebelumnya. penutup pemimpin membutuhkan visi, yang akan selalu memberi petunjuk saat melaksanakan pekerjaannya. apabila banyak peristiwa yang menekan mulai muncul, jika tanpa visi maka ia tidak akan lama menjadi pemimpin. semua pemimpin yang efektif punya suatu visi tentang apa yang akan mereka capai. visi menjadi energi dibalik setiap usaha dan menjadi daya pendorong semangat yang menular yang dapat dirasakan ditengah orang banyak sampai orang-orang lain ikut bangkit dan mengikuti sang pemimpin. kesatuan dan kesamaan visi sangat penting agar impian dapat menjadi kenyataan. jam-jam kerja yang panjang dan melelahkan akan dilaksanakan dengan suka rela agar tujuan tercapai. urusan pribadi dikesampingkan, demi mencapai tujuan. waktu berlalu dengan cepat, semangat dan moral membubung tinggi, bila pemimpin mempunyai visi. tanpa visi, semangat dan energi akan menyurut, agenda pribadi mulai muncul, produksi jatuh dan orang-orang akan tercerai-berai. visi menjadi ciri khas organisasi, baik bisnis, industri, pendidikan, sosial dan sebagainya. visi merupakan pernyataan yang jelas dalam dunia yang penuh persaingan, dimana pemimpin mempunyai sudut pandang yang penting di tengah hingar-bingar dunia dan demi eksistensi organisasi yang dipimpinnya. visi juga menjadi alat kontrol dan kunci yang sekaligus menjaga agar semua orang terfokus arahnya. kepemimpinan: suatu tinjauan … (januar heryanto) 113 daftar pustaka baldoni, j. 2003. great communication secrets of great leaders. jakarta: pt bhuana ilmu populer. danzig, r. and h. kaplan. 1998. the leader within you. hollywood, florida: frederick fell publishers, inc. eims, l., 1981. 12 ciri kepemimpinan yang efektif. bandung: yayasan kalam hidup. kotter, j. p.1996. leading change. usa: harvard business school press. lowney, c. 2005. heroic leadership. jakarta: penerbit pt gramedia pustaka utama. maxwell, j. c. 1982. mengembangkan kepemimpinan di dalam diri anda. jakarta: equipp. zenger, j. h. dan j. folkman, 2004, the handbook for leaders. jakarta: pt bhuana ilmu populer, kelompok gramedia. bank jangkar dalam sistem perbankan di indonesia peran bank jangkar dalam arsitektur perbankan indonesia noerlina1; idris gautama s.2 abstract anchor bank (bank jangkar) is a hot issue in bank business recently. this article tries to elaborate requirements that related to anchor bank. the beginning of this article will explain the understanding indonesia bank architecture, anchor bank, the prerequisite needed to become anchor bank then the prerequisite elements will be explained. tables and figures related to explanation are also provided. at the end of this paper, conclusions and suggestions will be made. keywords: indonesian bank architecture, anchor bank abstrak bank jangkar (anchor bank) adalah masalah yang hangat akhir-akhir ini. artikel mengelaborasi hal yang berhubungan dengan persyaratan bank jangkar. awal artikel akan menjelaskan arsitektur perbankan indonesia, bank jangkar, prasyarat menjadi bank jangkar, kemudian elemen tersebut akan dibahas. tabel dan gambar yang dibutuhka juga disediakan. pada akhir artikel akan disajikan simpulan dan saran.. kata kunci: arsitektur perbankan indonesia, bank jangkar 1, 2 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta peran bank jangkar …(noerlina; idris gautama s.) 123 pendahuluan bank indonesia ditengarai sebagai salah satu penyebab terjadinya krisis moneter di indonesia (oppusunggu, 1998:191). hal itu dikarenakan bi adalah bank sentral dmerupakan satu-satunya lembaga yang menyelenggarakan dan bertanggung jawab atas kebijakan moneter. kebijakan moneter yang ditetapkan tentunya akan berjalan pada sistem perbankan dan sistem perbankan tentunya tidak dapat dipisahkan dari perbankan itu sendiri. setelah krisis multi dimensi pada tahun 1998 di indonesia (termasuk di dalamnya krisis moneter), sistem perbankan indonesia telah mengalami perkembangan. salah satu hal yang menggembirakan adalah lahirnya arsitektur perbankan indonesia (api) pada tanggal 9 januari 2004 yang dapat digambarkan dalam visi perbankan ke depan sebagai berikut (sugiarto, 2004). gambar 1 visi perbankan ke depan journal the winners, vol. 6 no. 2, september 2005: 123-133 124 pada gambar 1 terlihat bahwa besarnya bank berkaitan erat dengan modal yang dimiliki bank yang bersangkutan. namun, untuk dapat menciptakan bank yang tangguh dan dapat bersaing dibutuhkan bank yang kuat dan profesional. untuk mencapai visi tersebut, telah pula dibuatkan pilar penunjang visi perbankan ke depan, sebagai berikut (sugiarto, 2004). gambar 2 enam pilar arsitektur perbankan indonesia peran bank jangkar …(noerlina; idris gautama s.) 125 pembahasan pengimplementasian pilar arsitektur perbankan indonesia (api) untuk dapat merampungkan enam pilar api, maka dibuatkan program implementasi api yang dilaksanakan secara bertahap dimulai tahun 2004 dengan perincian sebagai berikut1. 1. program penguatan struktur perbankan nasional (pilar 1) a. memperkuat permodalan bank. • meningkatkan persyaratan modal minimum bagi bank umum (termasuk bpd) menjadi rp100 miliar • mempertahankan pesyaratan modal rp3 triliun untuk pendirian bank baru sampai dengan 1 januari 2011 b. memperkuat daya saing bpr • meningkatkan linkage program antara bank umum dengan bpr • mempermudah pembukaan kantor cabang bpr • memfasilitasi pembentukan fasilitas jasa bersama untuk bpr c. meningkatkan akses kredit • memfasilitasi pembentukan skim penjaminan kredit • mendorong penyaluran kredit untuk sektor usaha tertentu 2. program peningkatan kualitas pengaturan perbankan (pilar 2) a. memformalkan proses sindikasi dalam membuat kebijakan perbankan • melibatkan pihak ke 3 dalam setiap pembuatan kebijakan perbankan • membentuk panel ahli perbankan • memfasilitasi pembentukan lembaga riset perbankan di daerah mau pun pusat b. implementasi secara bertahap 25 basel core principles for effective banking supervision 3. program peningkatan fungsi pengawasan (pilar 3) a. meningkatkan koordinasi antar lembaga pengawas • melakukan koordinasi dan kerjasama secara reguler b. melakukan konsolidasi sektor perbankan bank indonesia • mengkonsolidasi fungsi pengawasan dan pemeriksaan • mereorganisasi sektor perbankan bank indonesia • membentuk tim enforcement • membentuk tim khusus pemeriksa spesialis journal the winners, vol. 6 no. 2, september 2005: 123-133 126 c. meningkatkan kompetensi pemeriksa bank • melakukan sertifikasi pemeriksa bank • melakukan attachment pemeriksa di lembaga pengawas internasional 4. program peningkatan kualitas manajemen dan operasional perbankan (pilar 4) a. meningkatkan good corporate governance • menetapkan standar minimum untuk gcg • mendorong bank untuk go public b. meningkatkan kualitas manajemen risiko perbankan c. mengembangkan sistem pengawasan berbasis risiko • mendisain risk-based model untuk pengawasan d. meningkatkan efektivitas enforcement • menyempurnakan proses investigasi kejahatan perbankan • meningkatkan transparansi pengawasan dan enforcement • membentuk internal ombudsman untuk permasalahan pengawasan • meningkatkan perlindungan hukum bagi pengawas bank • mempersyaratkan sertifikasi manajer risiko 2005 e. meningkatkan kemampuan operasional bank • mendorong bank untuk melakukan sharing penggunaan fasilitas operasional guna menekan biaya • memfasilitasi kebutuhan pendidikan dalam rangka peningkatan operasional bank 5. program pengembangan infrastruktur perbankan (pilar 5) a. mengembangkan credit bureau • melakukan inisiatif pembentukan credit bureau b. mengoptimalkan penggunaan credit rating agencies • mempersyaratkan rating bagi obligasi yang diterbitkan oleh bank 6. program peningkatan perlindungan nasabah (pilar 6) a. menyusun standar mekanisme pengaduan nasabah • menetapkan persyaratan minimum mekanisme pengaduan konsumen b. membentuk lembaga mediasi independen • memfasilitasi pendirian lembaga mediasi perbankan c. menyusun transparansi informasi produk • memfasilitasi penyusunan standar minimum transparansi informasi produk bank d. mempromosikan edukasi untuk konsumen • mendorong bank untuk melakukan edukasi kepada konsumen mengenai produk financial peran bank jangkar …(noerlina; idris gautama s.) 127 untuk merampungkan semua perkerjaan tersebut di atas tentunya ada penentuan prioritas. bila dilihat dari program program penguatan struktur perbankan nasional maka perlu melakukan seleksi terhadap bank-bank yang ada, yang jumlahnya mencapai 132 per februari 2005, di mana non performing loan (npl) yang biasa disebut kredit bermasalah mencapai 6%2 terhadap total kredit, turun dari 6,7% pada 20043. indikator perbankan yang lebih lengkap disajikan pada tabel 1, serta tabel 2 yang juga menyajikan perkembangan dari tahun 20034. jumlah bank yang terlalu banyak tentunya dapat mengakibatkan pengawasan menjadi kurang efektif, selain terlalu banyaknya bank juga memperlambat enforcement, menyulitkan penggunaan bersama sumber daya untuk operasioan dan menambah jumlah sistem pelayanan. untuk itu jumlah bank yang ada perlu disesuaikan dengan kebutuhan dan menunjang api tersebut di atas. tabel 1 indikator perbankan no items oct 2004 nov 2004 dec 2004 jan 2005 feb 2005 1 penghimpunan dana 1,027.60 1,033.70 1,076.50 1,057.60 1,058.50 1 pinjaman yang diterima 10.50 10.10 9.80 10.40 9.70 2 surat berharga yang diterbitkan 14.80 14.30 14.30 12.40 12.70 3 dana pihak ketiga (dpk) 928.10 932.50 963.10 950.10 948.80 a dalam rupiah 777.10 781.80 818.20 803.60 801.20 b dalam valas 151.00 150.70 144.90 146.50 147.60 4 antar bank pasiva 74.20 76.70 89.40 84.70 87.30 2 asset 1,218.40 1,228.10 1,272.30 1,258.40 1,262.60 3 permodalan 115.10 115.60 118.60 122.30 125.40 4 kinerja 1 non performing loan a nilai 38.20 38.10 34.24 35.10 35.90 b ratio terhadap total kredit (%) 6.70 6.60 5.75 5.90 6.00 2 laba/rugi 2.40 2.40 5.09 3.60 3.10 a operasional 1.60 2.10 14.91 1.90 2.20 b non operasional 0.90 0.30 -9.83 1.70 0.90 3 net interest margin 6.40 5.00 6.32 5.80 5.40 5 catatan 1 jumlah bank 135.00 135.00 133.00 132.00 132.00 2 jumlah kantor bank 7,914.00 7,931.00 7,939.00 7,993.00 8,026.00 journal the winners, vol. 6 no. 2, september 2005: 123-133 128 tabel 2 perkembangan indikator utama industri perbankan skenario program konsolidasi dipertimbangkan otoritas moneter (bi) diawali dengan proses identifikasi bank-bank dalam berbagai skala yang saat ini berada dalam kondisi sehat dan memiliki kemampuan sumber daya yang memadai untuk menggali pangsa pasar secara ekspansif tanpa harus mengesampingkan prinsip kehati-hatian perbankan. bank-bank ini nantinya diharapkan akan menjadi bank jangkar yang mampu menstimulir proses penguatan bank bank lain yang ditengarai memiliki berbagai keterbatasan untuk bersaing di waktu-waktu mendatang. sedangkan untuk bank yang lebih kecil dikeluarkan peraturan bank indonesia nomor 7/15/pbi/2005 tentang jumlah modal inti minimum bank umum. sehingga nantinya dengan peraturan-peraturan yang ada api diharapkan dapat dicapai dengan baik. bank jangkar sampai saat artikel ini ditulis kriteria bank jangkar masih belum diumumkan secara resmi. ada banyak pendapat yang disampaikan untuk kriteria bank jangkar. kriteria ini perlu ditetapkan terlebih dahulu agar pelaksanaannya dapat berjalan fair dan memiliki arah yang jelas. namun pada dasarnya pengertian bank jangkar adalah bank dengan kinerja yang baik dan berpotensi serta memiliki inisiatif untuk melakukan akuisisi terhadap bank lain. bank jangkar dapat terdapat di berbagai tingkatan bank seperti pada gambar 1 di atas. bahkan dengan menjadi bank jangkar, dapat saja tingkat bank jangkar menjadi meningkat pada tingkatan yang lebih tinggi, apabila modalnya memenuhi syarat pada tingkat yang dicapai. peran bank jangkar …(noerlina; idris gautama s.) 129 kriteria bank dengan kinerja baik bank dengan kinerja baik (bkb) dapat diartikan dengan berbagai macam cara, namun pada prinsipnya adalah bank-bank yang selama tiga tahun terakhir memenuhi kriteria sebagai berikut.: 1. modal inti lebih besar dari rp 100 miliar. 2. memiliki tingkat kesehatan dengan kriteria camels (capital, assets, management, earnings, liquidity and sensitivity) tergolong sehat dan baik. 3. memiliki rasio kewajiban pemenuhan modal minimum (car) sebesar 10 persen. untuk poin 1, ini sudah sesuai dengan ketentuan yang ada pada peraturan bank indonesia nomor 7/15/pbi/2005 yang mendorong bank untuk memiliki modal inti yang merupakan modal disetor dan cadangan tambahan modal (disclosed reserves) sesuai dengan ketentuan yang ada. namun untuk bank jangkar yang yang ada pada berbagai tingkat bank, maka modal yang dimaksud dapat sangat besar. dalam menjalankan kebijakan menentukan bank jangkar juga wajib memperhatikan peraturan perundangundangan yang berlaku, misalnya peraturan pemerintah (pp) no. 28/1999 dan juga surat keputusan direksi bank indonesia 32/51/kep/dir tentang aset penggabungan bank tidak boleh melebihi 20% total aset seluruh bank di indonesia. untuk poin 2; 1. sesuai dengan ketentuan visi perbankan maka penggolongan bank sesuai permodalannya diharapkan dapat memacu bank untuk meningkatkan diri seandainya ingin ‘naik peringkat’ jenis bank. 2. aset yang ditentukan diharapkan dapat meningkat terus menerus baik secara organik maupun non-organik. 3. pengelolaan sudah mengikuti kaidah good corporate governance dan menjalankan prinsip kehati-hatian (prudent), ini dapat dilihat dari rasio-rasio misalnya npl. 4. pengawasan sudah berbasis manajemen resiko. 5. penggunaan teknologi informasi yang tepat guna, aman dan efisien, di mana penggunaan sumber daya bersama juga sudah diperhitungkan. 6. penggunaan pihak ketiga untuk penilaian pemberian kredit yang baik sehingga kredit menjadi produktif dan akhirnya pendapatan bank dapat meningkat. 7. mempertahankan likuiditas, namun penghimpunan dan penyaluran dana sebagai fungsi intermediasi tetap berjalan dengan baik. 8. memiliki sensitifitas pelayanan pelanggan yang optimal sehingga pengedukasian, pemberian informasi, kepuasan pelanggan meningkat. dari penjelasan tersebut terlihat jelas bahwa bank jangkar adalah bank yang juga mendukung 6 pilar api. perlu menjadi perhatian adalah apabila bank jangkar mengakuisisi bank lain maka segala kondisi yang baik dari bank jangkar tidak menjadi turun. hal itu sangat penting karena arsitektur perbankan indonesia menjadi sulit dicapai atau menghadapi potensi buruk bila persyaratan yang ada tidak dipenuhi dengan baik. journal the winners, vol. 6 no. 2, september 2005: 123-133 130 pentingnya proses akuisisi yang baik akuisisi yang hendak dilakukan oleh bank jangkar terhadap bank lainnya perlu melalui proses yang baik dan transparan sehingga akuntabilitas publiknya menjadi jelas. proses yang dilakukan hendaknya meliputi beberapa hal berikut. 1. melakukan due diligence tahapan ini sangat penting dilakukan untuk memastikan apa saja yang diakuisisi dan nilai serta spesifikasi aset dan kewajiban yang akan dipindah tangankan. 2. penerapan pengelolaan perubahan (change management) yang baik ini sangat diperlukan dalam rangka mengantisipasi resistensi terhadap perubahan yang biasanya menyertai pelaksanaan akuisisi. 3. menentukan model integrasi yang baik kesepakatan akan model yang diterima semua pihak penting dilakukan, walaupun pada prinsipnya akuisisi adalah pengambil-alihan bank oleh bank lain di mana bank pengambil alih memiliki otoritas yang menentukan. 4. membentuk gugus tugas (task force) terpadu yang diperlukan gugus tugas yang jumlah anggotanya terbatas tentu lebih memudahkan pengambilan keputusan. gugus tugas ini hendaknya melibatkan personil baik dari bank jangkar maupun bank yang diambil alih. 5. melakukan komunikasi yang jujur komunikasi yang jujur akan menimbulkan saling percaya dan menghilangkan kecurigaan masing-masing pihak, komunikasi yang jujur juga dapat mengungkapkan kekurangan proses akuisisi yang harus segera diperbaiki. 6. mempertahankan karyawan kunci (key personnel) dalam kedua bank yang terlibat dalam akuisisi ini tentunya ada personil yang peranannya diakui dan menjadi role model. dengan keterlibatan personil dari kedua pihak bank tesebut, maka proses akuisisi dapat diharapkan lebih lancar. 7. menentukan struktur organisasi dan personilnya penentuan struktur organisasi baru dan personilnya, terutama dalam jajaran puncak sangat diperlukan untuk memberikan kepastian akan arah bank yang merupakan pengambil alih (bank jangkar). 8. menetapkan ukuran keberhasilan integrasi akuisisi yang baik walaupun adalah pengambil alihan satu bank oleh bank lain, namun setelah pengambil alihan seyogyanya tidak menimbulkan faksi dalam bank. untuk itu ukuran keberhasilan harus ditetapkan dan dijadikan sebagai tolok ukur. 9. melakukan integrasi kultural dengan terjasinya akuisisi, maka budaya bank perlu dilakukan penyesuain. bank pengambil alih hendaknya mempelajari dan mempraktekkan budaya bank yang diakuisisi yang baik namun tidak segan-segan meninggalkan budaya bank yang kurang bermanfaat. peran bank jangkar …(noerlina; idris gautama s.) 131 10. mengintegrasikan human capital setelah semuanya diintegrasikan, perlu dilakukan langkah “penyatuan kembali” visi misi pada seluruh personil bank, pelatihan bila diperlukan, seminar, loka karya, baik yang melibatkan hanya pihak dalam maupun pihak luar bank harus dilakukan. penutup 1. dalam rangka arsitektur perbankan indonesia yang telah ditentukan, diperlukan bank jangkar sebagai langkah mengkonsolidasi bank berupa akuisisi bank pada berbagai tingkatan modal. 2. peran bank jangkar sangat strategis dan menentukan bagi terbetuknya arsitektur perbankan indonesia. 3. bank jangkar setelah akuisisi harus tetap dalam kriteria baik. 4. proses akuisisi oleh bank jangkar harus accountable dan transparan, serta memikirkan semua aspek agar tidak menimbulkan masalah dikemudian hari. kutipan: 1 2005, http://www.bi.go.id/nr/rdonlyres/c021b5e7-e2a1-4f3f-9552ec92e91bd142/915/tahap.pdf 2krisna wijaya. 2005. http://www.republika.co.id/koran_detail.asp?id=203669&kat_id 3krisna wijaya. 2005. http://www.bi.go.id/web/id/indikator+moneter+dan+perbankan/ 4krisna wijaya. 2005, http://www.bi.go.id/nr/rdonlyres/f3755953-a65b-4e74-b050a25e444b1d05/ journal the winners, vol. 6 no. 2, september 2005: 123-133 132 http://www.bi.go.id/nr/rdonlyres/c021b5e7-e2a1-4f3f-9552-ec92e91bd142/915/tahap.pdf http://www.bi.go.id/nr/rdonlyres/c021b5e7-e2a1-4f3f-9552-ec92e91bd142/915/tahap.pdf peran bank jangkar …(noerlina; idris gautama s.) 133 daftar pustaka iswardono. 1997. uang dan bank. yogyakarta: bpfe. judisseno, rimsky k. 2002. sistem moneter dan perbankan di indonesia. jakarta: pt gramedia pustaka utama. oppusunggu, hmt.1998. sumber krisis moneter indonesia. jakarta: kepustakaan populer gramedia. reksopryitno, soediyono. 1997. prinsip-prinsip dasar manajemen bank umum penerapannya di indonesia. yogyakarta: bpfe. sugiarto, agus. “membangun fundamental perbankan yang kuat.” media indonesia 26 januari 2004. wijaya, krisna. “reformasi perbankan nasional; catatan kolom demi kolom”, jakarta: kompas 2000. price fraction changes …… (adi teguh suprapto, et al.) 1 price fraction changes impact on stock trading indicators: an events study on indonesia stock exchange adi teguh suprapto1; mulyono2; danang prihandoko3 1,2,3 management department, binus business school undergraduate program, bina nusantara university jl. k.h syahdan no. 9, palmerah, jakarta 11480, indonesia 1aditeguhs992@gmail.com; 2mulyono.binus@gmail.com; 3dprihandoko@binus.ac.id abstract this research presented differences of stock price fraction system to stock trading indicator variables such as volume, value, and frequency of stock trading transactions on companies listed in indonesia stock exchange. the purpose of this research was to measure and analyze the difference of stock price fraction system to stock trading indicator variables. sample determination based on the sampling method was saturated, i.e., the technique of determining the sample by using all members of the population as a sample. the sample in this research used jci data as it represents the 115 issuers listed on the indonesia stock exchange during the research period. this research used mann-whitney u test to find out whether there were differences between two groups of data that were not related (independent) with the classification; group 1 was the volume data, the value and frequency of stock trading before the new price fraction that was applied 02 may 2016. while the second group data volume, value and frequency of stock trading after applying the new price fraction 02 may 2016. this research finds that the stock trading indicators reflected by the trading volume of stocks, the value of the stock, and the frequency of stock trading has a significant difference before and after the implementation of the new stock price fraction. keywords: stock price fraction, stock trading volume, trading value of stock, frequency of trading of shares, indonesia stock exchange introduction as one of the emerging stock exchanges, transactions in the indonesian stock exchange are growing very rapidly and can be reduced from growth rates such as stock trading volume, sales volume, and frequency. in order to remain fair and effective, rules are needed to support stock trading. one of the rules of implementation is the highest price (management measure). the stock market in indonesia uses the price used in the new price list, namely the price category. when shares are traded in the capital market, minimum steps are needed to determine the stock price. quotation rules are determined by the stock exchange so that the exchange can be changed. the main objective of the indonesian stock exchange to cut share price is to attract investors to buy shares and increase liquidity. indonesia stock exchange (idx) makes changes to the fraction of stock price effective dated may 2nd, 2016. idx reviews stock price groups and price fractions that are considered more appropriate to the needs of both retail and institutional investors so that it is expected to have an impact in increasing the value and volume of transactions. in a competitive market, a reduction in tick size will lead to a fall in bid-ask spreads, as investors are able to place orders with tighter spreads. the reduction of the font size is particularly important for stocks whose spread is limited in advance by the mark and where the relative size is too large. even shares that are not restricted by the brand, however, can also experience a reduction in the spread when investors place orders at prices that are previously unavailable. the mailto:aditeguhs992@gmail.com mailto:mulyono.binus@gmail.com mailto:dprihandoko@binus.ac.id 2 journal the winners, vol. 20 no. 1, march 2019: 1-8 reduction in tick size provides a natural environment for experimentation. in most research, the impact on liquidity is measured by the bid-ask spreads and the depth of the quote. tick size affects the market quality because it limits the prices that traders can offer and reduces price competition. the price fraction known as tick size is the minimum unit size in a stock transaction. previously the price fraction consists of three price groups, i.e. < 500, then 500 to < 5000, and ≥ 5000. it is now revised to five price groups, i.e. < 200, then 200 to < 500, then 500 to < 2000, then 2000 to < 5000 and last ≥ 5000. detailed information of price fraction changes along with their maximum changes that can be seen in table 1. as an illustration, when using a fraction of the old price, then the stock price group is below 500, the stock price is 400 for example. when the stock price rises 1 point or rp 1,then the profit earned trader by 0,25%. meanwhile, when using the new price faction, the price increase of 1 point shares becomes rp 2,so the profit earned by trader doubled to 0,50%. the adjustment of the new price element, which is based on a specific price range, is directed at several stocks in order to take into account the different price ranges. table 1 changes in stock price fraction before price group price fraction max changes < idr500 idr 1 idr 20 idr500 < idr 5000 idr 5 idr 100 ≥ idr 5000 idr 25 idr 500 after price group price fraction max changes < idr200 idr 1 idr 20 idr200 < idr 500 idr 2 idr 20 idr500 < idr 2000 idr 5 idr 50 idr2000 < idr 5000 idr 5 10 idr 100 ≥ idr 5000 idr 25 idr 250 source: indonesia stock exchange this research aims to determine the impact of changes in price fraction or tick size set by the idx on may 2nd, 2016, against stock trading indicators, namely volume, value, and frequency of stock trading transactions. reducing the tick size can lead to lower transaction costs and increased market liquidity. information is a fundamental requirement for investors to make decisions. this decision indicates the choice of the most profitable investment portfolio with a particular risk. however, overestimation of tick size is irrational and expensive. it is not suitable for all stocks. on the other hand, stocks with relative graduation marks and different trading volumes are affected by a decrease in tick size. does the change in price fraction that has been set resulted in a significant change in the volume, value, and frequency of stock trading transactions on the indonesia stock exchange? this research is an event study to see market reactions measured by stock trading volume, number of transactions, and frequency of stock trading to announce changes in the stock price fraction. this survey describes the events of empirical research methods that enable financial analysts to assess the impact of certain events on the company’s stock price. rising equity prices are a reflection of stock price fluctuations that change every second. equity prices tend to rise and will create capital gains. however, stock prices are influenced not only by internal but also external factors. there are three forms of capital markets and weak situations, where efficiency is expensive; prices reflect all information available at the time of the last record price. semi-strong efficiency of the model where there are prices; prices not only on past prices but all information published. an efficiency is a strong form, not a situation where prices reflect the information display, but information can be obtained from the analysis and economic basis of the company. price fraction changes …… (adi teguh suprapto, et al.) 3 several previous researches have shown that the minimum tick size has an important role in market quality. the decline in the price fraction has resulted in declining trading volume (goldstein & kavajecz, 1998); (ascioglu, comerton-forde, & mcinish, 2010). then wu, krehbiel, and brorsen (2011) have examined the decrease of tick size on the new york stock exchange against the trading volume and transaction costs. using models derived from high and low partial price changes, large volumes of low levels, low 1997 and 2001 have been reported on the new york stock exchange. because the stock prices were high and low in 1997 the amount varied from the eighth dollar to sixteenth dollar. improved differentiation is the most ineffective for transactions, even for the size of transactions, but in 2001 it was the most ineffective. the effects of partial sub-prices were generally positive because of high volume, low volume but not a statistically significant part. research by chang (2014) on the new zealand stock exchange has shown that the minimum tick size is positively correlated with trading volume. research by chien (2014) uses the taiwan stock exchange data (twse) that shows the influence of the price reduction on the content of the command line is checked. the empirical results show that the marginal order book is informative. it shows a reduction in the price fraction impacted by reducing information from the order book. o’hara, saar, & zhong (2013) have suggested that raising the minimum tick size can result in high trading frequency. empirical research by ekaputra and asikin (2012) on the indonesia stock exchange shows an increase in the volume of trade transactions after the introduction of new price fraction rules. while the research by satiari (2009) on the indonesia stock exchange shows a significant difference between the new stock price fraction system against bid-ask spread and depth and the trading volume for ten days from the introduction of new price fraction policy. however, there is also research that is showing there is no significant change in trading volume on the reduction of tick size, by pavabutr and prangwattananon (2009) at the thailand stock exchange (set). this is supported by the results of the research andriyani (2014) which shows that there is no evidence of average trading volume difference around the lot quotas change period. the indonesia stock exchange regulation number ii-a concerning equity securities trading (bursa efek indonesia, 2013) provides the definition of price fraction is the unit of price change used in conducting a selling offer or a purchase request. the impact of price fraction changes has attracted the attention of many practitioners, researchers, and policymakers. the research of the effects of tick sizes is generally concerned with changes in measures of market liquidity such as bid-ask spreads, depth, and trading volume. the previous literature focuses more on the impact of the decline in price fractions on market quality. the results show the smaller the price fraction, the narrower the spread or the depth and the depth the more shallow. according to porter and weaver (1997), the decrease in the price fraction can theoretically have a positive or negative impact. volatility can then increase, the depth decreases, many transactions are null, and trade volume decreases and this will increase the price variation. while the maximum change is the maximum multiplier of price changes, not the maximum daily price range limits. benefits that can be obtained by the market from price fraction changes are more alternatives to price options, lower order queues, increase the potential for transactions, facilitate investors to manage risk, share price movements become smoother, increase market depth and minimize market impact. some of the previous empirical evidence of change in price share in terms of price, bid, depth, and volume differences show different results. several previous pieces of research have shown a change in price fraction and trading unit able to increase stock liquidity. satriari (2009) proves that there is a negative effect between the price fraction and the trading volume, where the lower the stock price fraction, the higher the trade volume. the research by susanto (2014) has said that there is an increase in the average trading volume after the regulatory changes in price fractions and trading units. this proves that the new price fraction can increase stock liquidity. chandra (2015) has tested the level of liquidity of shares on the indonesia stock exchange. the results show that turnover has increased, 4 journal the winners, vol. 20 no. 1, march 2019: 1-8 indicating the market is getting more liquid. the conclusion all of the previous researches that have been explained can be seen in table 2. table 2 state of the art no year researchers research problems findings publisher related variables 1 2009 satiari measuring and analyzing the difference of stock price fraction system to bid-ask spread, depth, and trading volume showing a significant difference against bid-ask spreads, depths and trading volumes since the recent faction fraction thesis at diponegoro university price fraction and trading volume 2 2010 ascioglu, comertonforde, & mcinish examining the trade-off between transaction costs and provision by examining the proportion of time that the quoted spread equals the minimum tick size finding that trade size, the number of trades, and price are the most important determinants of whether the minimum tick size is a binding constraint japan and the world economy tick size 3 2011 wu, krehbiel, & brorsen investigating the impact of changes in tick size on transaction costs of different size trades tick size reduction does reduce liquidity costs for most stocks, it does not do so for all stocks international journal of economics and finance tick size and trading volume 4 2012 ekaputra & asikin investigating the impact of tick size reduction on stock price efficiency and execution cost finding the new tick policy significantly improves small caps price efficiency and partially reduces execution cost asian academy of management journal of accounting and finance tick size 5 2013 o’hara, saar, & zhong examining how the relative tick size influences market liquidity and the biodiversity of trader interactions finding that a larger relative tick size benefits highfrequency trading (hft) firms that make markets on the nyse: they leave orders in the book longer, trade more aggressively, and have higher profit margins working papers tick size and liquidity 6 2014 chang new zealand stock market is less liquid than other markets, buying and selling stocks is costly in new zealand stock market strong evidence shows that there is a relation between the market liquidity and company size dissertation submitted to auckland university of technology tick size and liquidity 7 2014 chien examining the impact of a reduction in tick size on the information content of the order book by using data from the taiwan stock exchange results indicate that a reduction in tick size will decrease the information content of the order book and the decrease in the information content of the order book is positively related to the thinner order book. managerial finance tick size 8 2015 chandra to know the effect of price fraction and trading unit changes on the liquidity of indonesia stock exchange. showing a significant difference from all liquidity indicators used. this indicates the market is getting more liquid. finesta price fraction price fraction changes …… (adi teguh suprapto, et al.) 5 information is a factor that gives meaning to recipients, especially from a decision point of view. information is needed to determine the state of the company that sells security and behavior of the company’s securities on the exchange. it is fundamentally about other factors that can affect the circumstances and prospects of the company in the future, such as the company, the same general industry situation, and changes in government regulations. information about technical factors; this information reflects the status of securities trading, exchange rate fluctuations, transaction volume, and so on. this information is very important to determine when investors need to buy, sell, or exchange shares to get maximum profit. information about environmental factors such as economics, politics, security is also important because this information can affect the company’s prospects and the development of fundamental securities and technology trade, it is necessary to notify investors and securities brokers. the problem in this research is whether the change in the fraction of the predetermined price produces a significant change in the volume, value, and frequency of the stock trading on the indonesian stock exchange. based on that description, to obtain the empirical results from this research, the hypothesis proposed in the research are: h1: there is a significant influence of price fraction changes on stock trading volume in indonesia stock exchange. h2: there is a significant influence of price fraction changes on the value of stock trading in indonesia stock exchange. h3: there is a significant influence of price fraction changes on the frequency of stock trading on the indonesia stock exchange. in testing the hypothesis, it uses spss program version 21, done by using numbers of significance. decisions obtain using criteria if the significance of the results of research <0,05 then h1, h2, and h3 accepted. methods this research is conducted on all shares of companies listed in indonesia stock exchange. the type of data used is quantitative data. the population in this research is data on the volume, value, and frequency of trading of shares in the indonesia stock exchange, with a sample of 15 trading days before and 15 trading days after the implementation of the new price fraction starting from april 11, 2016, to may 25, 2016. the date of entry into force of the new price fraction is may 2, 2016. the data sources used are secondary data obtained from the indonesia stock exchange website; www.idx.co.id. before testing hypotheses, the first normality test to guarantee data is done; the amount of data, the value, and frequency of transactions in the period before and after the application of a new part of the price that is usually distributed. the normality test serves to ascertain whether the data has been normally distributed or not. testing of data normality by using the kolmogorov smirnov test method. the basis of decision making uses a value of significance if the value of significance (sig.) or the probability value < 0,05, then the distribution is not normal. conversely, if the value of significance (sig.) or probability value > 0,05, then the distribution is normal. mann-whitney u test is conducted to find out whether there are differences between two groups of data that are not related (independent) with the classification. group 1 is the volume data, the value, and frequency of stock trading before the application of new price fraction 02 may 2016; while group 2 is volume data, the value and frequency of stock trading after the application of the new price fraction of 02 may 2016. the basis of decisionmaking uses the value of significance, if probability > 0,05, h0 is accepted, ie the two groups do not differ significantly, and if the probability < 0,05, h0 is rejected both groups differed significantly. http://www.idx.co.id/ 6 journal the winners, vol. 20 no. 1, march 2019: 1-8 results and discussions to perform data analysis, it is performed data processing using spss software version 21. the results of processing output become the material analysis to formulate results and recommendations from the research. before performing the hypothesis test, a normality test is performed to ensure the data volume, value, and frequency of trading, in the period before and after the implementation of the newly distributed price fraction. the result of the normality test using the kolmogorov-smirnov method is shown in table 3. trading volume data, transaction value, and frequency of normal distributed trade, where the three values of significance are above 0,05 that is 0,181, value 0,200, and frequency 0,074. table 3 normality test results kolmogorov-smirnova statistic df sig volume 0,134 30 0,181 vakue 0,131 30 0,200* frequency 0,152 30 0,074 *. this is a lower bound of the true significance a. lilliefors significance correction table 4 mann whitney u test results ranks information n mean rank sum of ranks volume before 15 19,53 293,00 after 15 11,47 172,00 total 30 value before 15 19,60 294,00 after 15 11,40 171,00 total 30 frequency before 15 20,93 314,00 after 15 10,07 151,00 total 30 test statisticsa volume value frequency mann-whitney u 52.000 51.000 31.000 wilcoxon w 172.000 171.000 151.000 z -2,509 -2,551 -3,380 asymp. sig. (2-tailed) 0,012 0,011 0,001 exact sig. [2*(1-tailed sig])] 0,011b 0,010b 0,000b a. grouping variable: remarks b. not corrected for ties the hypothesis test is then conducted to determine whether there are differences between the three indicators between before and after the new stock price fraction is applied. the results of the data using the mann whitney u test in table 4 indicates significance value or asymp. sig. (2 tailed) for stock trading volume is 0,012 < 0,05. thus, stock trading indicators reflected by the trading volume of stocks have significant differences before and after the implementation of the new stock price fraction. the value of significance or asymp. sig. (2 tailed) for the value of stock trading is 0,011 < 0,05 thus the stock trading indicator which is reflected by the value of stock trading has a significant difference price fraction changes …… (adi teguh suprapto, et al.) 7 before and after the implementation of the new stock price fraction. the value of significance or asymp. sig. (2 tailed) for the trading frequency of the stock is 0,001 < 0,05. thus the stock trading indicator which is reflected by the frequency of stock trading has a significant difference before and after the implementation of the new stock price fraction. conclusions based on the results of data analysis and discussion conducted in the previous section, it can be concluded that the application of new price fraction on may 2, 2016, has a significant effect on the volume of stock trading. this gives an idea of the application of the new price fraction affects the number of shares transacted. stock trading indicators reflected by the trading volume of stocks have significant differences before and after the implementation of the new stock price fraction. the application of the stock price fraction also significantly influences the stock trading value, reflecting the change in the number of funds transacted due to changes in the stock price fraction. implementation of stock price fraction also significantly influences the frequency of stock trading. this reflects the change in the number of transactions made by investors in the capital market in relation to the change of stock price fraction. the stock trading indicator which is reflected by the value of stock trading has a significant difference before and after the implementation of the new stock price fraction. stock markets decide to reduce the tick size based on the price even the trading activity. the stock trading indicator which is reflected by the frequency of stock trading has a significant difference before and after the implementation of the new stock price fraction. this change suggests that the stock market managements believe that there is merit in the reduction. it can make the market more competitive. suggestions for further research may use a variable volume, value, and frequency of trades are calculated based on the activity of foreign investors, but it can also examine other variables such as the composite stock price index. further research may also add another research variable to cover the wider liquidity aspect, and it is suggested to examine the variables that give a more dominant effect to the change of price fraction and trading unit. references andriyani, d. (2014). "abnormal return" dan volume perdagangan saham di seputar pengumuman kebijakan perubahan kuota lot saham (studi kasus pada perusahaan-perusahaan yang masuk dalam kelompok jakarta islamic index). undergraduate thesis. yogyakarta: universitas islam negeri sunan kalijaga. ascioglu, a., comerton-forde, c., & mcinish, t. h. (2010). an examination of minimum tick sizes on the tokyo stock exchange. japan and the world economy, 22(1), 40–48. bursa efek indonesia. (2013). peraturan no ii-a bursa efek indonesia; revisi sk peraturan nomor iia tentang perdagangan efek bersifat ekuitas (pp.1–25). jakarta: bursa efek indonesia. chandra, w. (2015). pengaruh perubahan fraksi harga dan satuan perdagangan terhadap likuditas bursa efek indonesia. finesta, 3(1), 91–95. chang, m. (2014). the impact of minimum tick size on the liquidity of the new zealand stock market. dissertation. auckland: auckland university of technology. 8 journal the winners, vol. 20 no. 1, march 2019: 1-8 chien, c. (2014). the information content of the thinner order book following tick size reduction. managerial finance, 40(3), 218–233. ekaputra, i. a., & asikin, e. s. (2012). impact of tick size reduction on small caps price efficiency and execution cost on the indonesia stock exchange. asian academy of management journal of accounting and finance, 8(1), 1–12. goldstein, m. a., & kavajecz, k. a. (1998). eighths, sixteenths and market depth: changes in tick size and liquidity provision on the nyse. journal of financial economics, forthcoming, 56(1), 125149. doi: 10.1016/s0304-405x(99)00061-6. o’hara, m., saar, g., & zhong, z. (2013). relative tick size and the trading environment. retrieved from https://www.sec.gov/spotlight/investor-advisory-committee-2012/wallman-roper-iac.pdf. pavabutr, p., & prangwattananon, s. (2009). tick size change on the stock exchange of thailand. review of quantitative finance and accounting, 32(4), 351–371. porter, d. c., & weaver, d. g. (1997). tick size and market quality. financial management, 26(4), 5– 26. satiari, f. (2009). harga saham terhadap variabel bidperdagangan (studi pada fraksi harga rp. 10 , rp. 25, rp. 50 di bursa efek indonesia). master thesis. semarang: universitas diponegoro. susanto, h. (2014). perbedaan likuiditas saham dan kapitalisasi pasar saham sebelum dan sesudah pemberlakuan surat keputusan no. kep-00071/bei/11-2013 di indonesia. yogyakarta: universitas atma jaya. wu, y., krehbiel, t., & brorsen, b.w. (2011). impacts of tick size reduction on transaction costs. international journal of economics and finance, 3(6), 57–66. http://dx.doi.org/10.1016/s0304-405x(99)00061-6 https://www.sec.gov/spotlight/investor-advisory-committee-2012/wallman-roper-iac.pdf *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 1 the winners, 21(1), march 2020, 1-6 doi: 10.21512/tw.v21i1.5805 integrated reporting and investment: how are they related? bernadeta susilo martanti1*; dessy astuti hermanto2; elin noviyanti3; windy rizkika andriany4 1,2,3,4accounting department, binus graduate program master of accounting, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1bernadeta.martanti@binus.ac.id; 2dessy.hermanto@binus.ac.id; 3elin.noviyanti@binus.ac.id; 4windy.andriany@binus.ac.id received: 02nd august 2019/ revised: 14th october 2019/ accepted: 18th october 2019 how to cite: martanti, b. s., hermanto, d. a., noviyanti, e., & andriany, w. r. (2020). integrated reporting and investment: how are they related?. the winners, 21(1), 1-6. https://doi.org/10.21512/tw.v21i1.5805 abstract the research aimed to explore how integrated reporting potentially impact the investor decision within mandatory and voluntary regulation. the method used was exploration of arguments from several researchers, either from theoretical and empirical basis, or literature review. the method of this qualitative research was dividing the literature into categories which in this research would be mandatory and voluntary regulations. the sub categories were divided by two countries which were africa and the united states as research objects. the result and discussion were integrated reporting increases the value relevance of information produced by the company and underline the way companies create a value over the short until long term by informing business model, corporate strategy, and forecasting view. the result shows that integrated reporting will be more useful if the government mandates the regulation like in africa. it is considered that when integrated reporting potentially impacts the investors’ decision assured by professional services, these disclosures will be more accurate and reliable. a contribution for the government to create a clear regulation of the integrated report and provide an assurance service to assure the accuracy of information in the integrated report will be our expectation. keywords: integrated reporting, integrated investor, mandatory regulation, voluntary regulation i. introduction the world’s economy is continually changing due to globalization. companies are facing global competition, technology innovations, and increased regulation in response to financial and governance crises. the accounting profession has challenged the traditional financial business reporting model, arguing that it does not adequately satisfy the information needs of stakeholders for assessing a company’s past and future performance (flower, 2015). stakeholders are depending on the provision of high-quality information. the value relevant information from companies to assure the effective and efficient allocation of resources to drive the motivation for investment activities and to facilitate transparent, ethical, and sustainable business practices. currently, companies must report to a broader audience like stakeholder than shareholders to disseminate several information categories. these expectations are more than accounts, financials, and a business indicator. it is expected that this research finds why, where, and how companies create and add value, and how they deal with responsibility and sustainability. meanwhile, the basic reason for an organization’s existence to create wealth has been questioned by society. this occurs due to the absence of creating value or justice for people, society, and environment (gray, 2006). in the first instance, there are new issues in accounting related to decision-making a company. the need of financial statement to provide information is not only for inventors and creditors, but it is also expected to provide information for society and environment. investors and creditors need a financial statement in their capacity as providers of corporate financial resources, while society needs it to understand the effect of the company’s existence on the social and natural environment (non-financial information). by having stand-alone sustainability reports as one of the most main ways to inform about their organizations, they have increasingly utilized mechanisms beyond financial statements to satisfy increased stakeholder demands (zhou, simnett, & green, 2017; cohen et al., 2012). meanwhile the practice of issuing stand-alone sustainability reports is a major activity business 2 the winners, vol. 21 no. 1 march 2020, 1-6 practice (kpmg, 2013), one of the major criticisms of this practice is a little volume of information provided, often without identification of business strategic, financial implications or relation to information that contained in the annual report. such condition causes that issues make the information a little useless for users especially investors (eccles & krzus, 2010; eccles & serafeim, 2015). van zyl (2016) and visser (2010) stated that these ‘sustainability’ reports have had little impact on the mainstream financial accounting and corporate reporting methodologies since it achieves little success in making business more accountable and responsible as evidenced by the fact that “at macro level, almost every indicator of our social, environmental, and ethical health is in decline”. the development of sustainability reporting can also be interpreted as the evolution of shareholdercentric models of corporate governance (jensen & meckling, 1976) to stakeholder importance through the holistic reports in conformance with societal expectations (solomon, 2010). in this statement, it has been revealed that investors and stakeholders become important concerns as being prioritized, especially to get a lot of information that must be obtained from the company. when investors and stakeholders feel fulfilled with information, it affects their loyalty to the company. therefore, it maintains long-term relationships with investors and stakeholders. the stakeholder theory recognizes that there are various agents who are interested in the company’s attitudes towards sustainability, besides shareholders and creditors. along with it, integrated reporting has recently been promoted as a solution to the shortcomings of financial reporting (the international integrated reporting council, 2013). the integrated reporting journey began in 1994 in southern africa with released of king code of corporate governance principle, commonly known as king i. taken from mervyn king’s name who was the justice of the supreme court of south africa at that time, king i was especially famed in the stakeholder perspective who wanted to know about the corporation’s ambition (dumay et al., 2016). the king i report was developed in south africa as the country was starting to arise the real democracy and the new system of corporate governance where private sector saw it too (stewart, 2010, stated in dumay et al., 2016). subsequently, the king ii report (the continue of king i) introduced “integrated sustainability reporting” as the concept of new and complex areas of non-financial reporting (dumay et al., 2016). the current version of integrated reporting in south africa appears from the king report on governance for south africa — 2009 (king iii) (institute of directors in southern africa, 2009), which advocates integrated reporting as a holistic report and integrated representation of financial and sustainability information which describes the company’s performance. accordingly, king iii contains a set of principles for integrated reporting. on 1 march 2010, the johannesburg stock exchange (jse) mandated integrated reporting on a voluntary apply or explain basis (institute of directors in southern africa, 2009). when king iii advocates to applying the voluntary principle for integrated reporting, accordingly there are always ways to getting around the rules. it is considerably harder to comply with the principle (dumay et al., 2016). currently, south africa is the only jurisdiction that mandates integrated reporting on an apply or explain basis. some of leading companies have begun to integrate all their information statements into integrated reporting for the sustainable strategy (eccles & krzus, 2010). the statement of company’s strategy, corporate governance, performance and prospects, commercial, the social and environmental context in one a composite, organized, and cohesive form is called integrated reporting. thus, a clear and concise statement is arising about how the organization operates and how it creates and maintains value (international integrated reporting committee, 2011). the firms that comply with reporting an integrated report have more social responsibility investors’ base, which will be impacted to having more dedicated investors rather than transient investors (eccles & serafeim, 2015). investor activism on sustainability issues and the presence of a sustainability crisis makes firms to practice more about integrated reporting. changing the integrated reporting is also related with changes of the investors’ base. theoretically, an integrated reporting was intended for investor social responsibility. but, how are they related? an integrated report provides the value creation over the short, medium and long term (druckman, 2014). with these value creations, investors can evaluate the company’s performance, prospect and strategy from information disclosed in the integrated report. the value creation process of companies starts from how to process their capital into the business process to produce outcomes that can be reused by the company as capital resources. information of the value creation contained in integrated reporting are more relevant since it does not only focus on historical information such as financial information (cohen et al., 2012), but also providing information how to allocate their capital to be value creation for their company. hence it enables the investors to evaluate the company’s performance, prospects, and strategy. moreover, with this information which is disclosed in integrated reporting, the investors will have a lot of source to be analytical considerations besides financial report. from these statements, it can be seen that there is a strong relation between an integrated reporting and the investor. according to widiyastuti and chariri (2012), integrated reporting is built on the concept of capital stewardship which is defined as the maintenance and expansion of various forms of capital contributing to the creation of longterm value of the company. integrated reporting provides more relevant information for stakeholders because integrated report contains financial and non-financial information of 3integrated reporting and investment ..... (bernadeta susilo martanti, et al.) the company. zhou, simnett and green (2017) stated that integrated reporting has changed the landscape of corporate reporting. integrated reporting demonstrates the linkages between an organization’s strategy, governance and financial performance and the social, environmental and economic context within which it operates. by reinforcing these connections, integrated reporting can help business to take more sustainable decisions and enable investors and the other stakeholders to understand how an organization is performing remarkably. furthermore, garcíasánchez, rodríguez-ariza, and frías-aceituno (2013) have pointed out that companies, especially listed ones, have long been required to publish annual financial statements to report on the economic and financial situation of their assets, and have been obligated to publish a report on corporate governance so that users can determine their level of “corporate governance”. however, current mandated corporate reporting is financial reporting which does not give a complete picture of a firm and has a short term orientation. such condition occurs since financial reporting only provides financial information created by historical transactions in a few years’ past. given the importance of an integrated reporting with more relevant information, some companies have presented their integrated reporting, however, it is still voluntary because there is no specific regulation that governs it. this is also confirmed by cohen et al. (2012), who stated that regulation of financial disclosure is heavier than non-financial disclosures. in addition, the firms have significant latitude in choosing whether to disclose, and if to disclose they have option how to do that. it differs with financial disclosure which clearly regulates in reporting standards (i.e. ifrs). due to this unclear regulation, the non-financial disclosure in an integrated report might not be reliable and transparent. thus, the regulation of integrated reporting must be determined as mandatory to reduce the lack of information provided in an integrated reporting by the firms. accordingly, the research question has been formulated: how does the integrated reporting potentially impact the investor decision within mandatory and voluntary regulation? at the end, this research is expected to give a contribution for the government to consider mandating the regulation of the integrated report and provide an assurance service to assure the accuracy of information presented in the integrated report. moreover, it is necessary to remind investors to consider non-financial information because non-financial disclosures are not less important than financial disclosures. indeed, considering financial disclosures only contains of historical information. ii. methods the research aims at exploring arguments from several researchers who believe in different theory, either from theoretical and empirical basis, or literature review. the qualitative method applied in this research is conducted by dividing the literature review into some themes or categories. the categories are in a form of integrated report regulations, in which it could be mandatory or voluntary. the sub themes will be divided by two countries, which is africa and the united states. it is a fact that a systematic organization technique is mandatory in scientific research to simplify the measurement that will be taken. this research puts some arguments from several researchers. accordingly, this research also has literature review as its method for the data collection, by dividing the literature into themes or categories as the approach with three steps. the first step is identifying all existing articles. second step is to categorize articles based on themes. the last step of the approach is selecting articles that is be adopted and used to support the proposed arguments, as well as presenting articles with contrast opinion as a comparison material. certainly, from many literatures of research, there are a lot of arguments of the results about the advantage and disadvantage after establishing integrated reporting. this research focuses on a qualitative approach to answer the following research question: are the benefits of implementing integrated reporting have the correlation with investor’s decision in investing and the company’s sustainability on longterm period? us as voluntary country and africa as mandatory country that are implementing integrated reporting specifically will present information about the difference results through our result and discussion explanation. literature was collected from several research related to the implementation of integrated reporting, which is categorized into mandatory and voluntary regulation. most of the research was done in south africa and us, thus the sub-themes are divided into these countries. in africa, few researchers observed the implementation of integrated reporting by reviewing listed companies within 2016-2017. in the us, the argument is collected based on research done by examining 50 publicly traded firms across five industries. iii. results and discussions in accordance with the institutional theory, organizations will change their structures or operations to meet stakeholder expectations around important issues (vaz, fernandez-feijoo, & ruiz, 2016). the institutional theory focuses on the external issue such as politic, social, and economic systems on company behavior and legitimacy. the institutional context may affect the expansion of accounting regulations as well as the characteristics of integrated reporting. vaz, fernandez-feijoo, & ruiz (2016) identify three types of institutionalization mechanisms: (1) coercive, which focuses on the rule setting, monitoring, giving reward, and punishment; (2) normative, which is based 4 the winners, vol. 21 no. 1 march 2020, 1-6 on non-imposed values and norms; and (3) mimetic, where companies imitate fellow companies that they perceive to be successful. based on these three types of institutional mechanisms, the effects of pressure from top level structures, such as countries, increase the company’s awareness in presenting integrated report. dissanayake & ekanayake (2018) stated that decision usefulness theory is built on the view that the primary purpose of accounting, including corporate environmental reporting, is to provide information to allow informed judgments and decisions by users of information (dissanayake & ekanayake, 2018). based on the decision usefulness theory, all users of corporate reporting are likely to demand the same qualitative characteristics of information provided through corporate environmental reporting similar to financial reporting, to make it easier when evaluating the usefulness of decisions from the information provided. this implies that although corporate environmental reporting may not purely be directed towards for the user’s economic decision making, the information contained within it should have decisionuseful characteristics for those users to ensure the credibility of the reported information (dissanayake & ekanayake, 2018). furthermore, hoque (2017) states that integrated reporting is one of the new mechanisms to face corporate governance. since it is related to corporate governance, integrated reporting has transparency that is indispensable for making investment decisions made by investors. especially, after so many financial crisis and scandals, transparency about the board of companies and their activities becomes the main concern from shareholders’ point of view and fund providers, even respective authorities also (oecd, 2009). thus, the responsibility of the top level management (board) is to disclose information related to financial and non-financial performance in mandatory or voluntary (hoque, 2017). the fact is, the higher level of disclosure, the higher transparency of financial and non-financial report. thus, firms may gain investor’s trust on those charged with governance. additionally, this transparency and disclosure increase corporate reputation in others view as well. integrated reporting is effective in the process of communication, which can help investors and other stakeholders to understand more about the company, not only its past and current performance, but also its future resilience (wadee, 2011 in hoque, 2017). because the regulation of financial disclosure is heavier than non-financial disclosures, there might be a lack of non-financial information provided by company in the us (cohen et al., 2012). some of literatures even suggest that the cost of equity capital can be affected by reducing the information asymmetry between the company and its investors (zhou, simnett & green, 2017). it was due to unclear regulation in the us and the firms have no obligation to disclose their non-financial information clearly and transparency. zhou, simnett and green (2017) found that the level of alignment is negatively associated with an analyst earning forecast error. in addition, information reported in an integrated report is helpful for earning forecast analysis. it was due to the integrated report contains information on corporate strategy, the business model and future-oriented information that help investor in decision making as well. the results from their research suggest that the integrated report does matter to the capital market in that it helps to improve the non-financial information disclose. it will be a consideration by social responsibility investor in decision making, evidenced by improved analyst forecast accuracy. to answer the research question, several arguments are investigated, especially the ones related to integrated reporting and investor decisions in mandatory or voluntary regulations that had been submitted by previous researchers. corporate reporting not only focuses on the financial disclosure but also on non-financial disclosure. integrated reporting is present as an evolutionary form of corporate reporting that combines financial and nonfinancial information which mutually integrated. furthermore, integrated reporting also provides the company value creation process. this was also stated by zhou, simnett and green (2017) that integrated reporting could underline the way companies create a value over the short until long term by providing information relating to business model, corporate strategy, and forecasting view. therefore stakeholders, especially social responsibility investors, can predict the company’s earnings forecast by considering this non-financial information provided in the integrated report. the regulation of publishing integrated reporting was in line with institutional theory. according to institutional theory, organizations will change their structures or operations to meet external expectations surrounding important issues (vaz et al., 2016). in other words, companies will report the integrated reporting if there are regulations that require it. a country has to follow one of the mechanisms in institutional theory, which is coercively focus on the rule setting, monitoring, reward, and punishment. integrated reporting will be increasing the relevancy of information reported or produces by the company and assisting stakeholder in decision making (zhou, simnett & green, 2017). research was done by observing 443 companies listed on the jse in south africa, it is concluded that information provided in integrated reporting potentially impacted to the investor to make a decision in the country which mandating the regulation of integrated reporting (i.e. africa). supported by vaz et al. (2016), africa is one example of a country which shows that regulations will affect the issuing of integrated reporting, which is good things to be applied by other countries. cohen et al. (2012) has found that nonfinancial disclosures are heavily regulated than financial disclosure, which affect the bias non5integrated reporting and investment ..... (bernadeta susilo martanti, et al.) financial information in an integrated reporting because of no clear regulation. the research was done in the us company as the limited sample. although, the disclosure of integrated reporting revealed some advantages related with the decisionmaking process, it should be noted that the disclosure contains information relevant to users is not always performed voluntarily, because company need to spend a lot of costs to these practice (prado-lorenzo & garcia-sanchez, 2010). as widely known, us does not mandate the regulation of integrated reporting. in other words, the companies have no obligation to disclose their non-financial information or they have an option to do so. several big companies presents integrated reporting on a voluntary basis, in which there are no specific or clearly regulations governing them as in financial statements. that means, the company discloses integrated reporting in accordance with the objectives to be achieved by the company. it will affect the level of transparency and value relevance of integrated reporting to be questioned. iv. conclusions since non-financial information heavily regulated than financial information in many countries, integrated report will be more useful if the government has a clear regulation and give punishment to firms who violate the rules, following a coercive mechanism in institutional theory. supported by zhou, simnett and green (2017), integrated reporting does matter in the capital market which potentially impacts social responsibility investor’s decision making because of non-financial information provided in the integrated report. in addition, if integrated reporting assured by an independent professional services, these disclosures will be more accurate and reliable then could potentially impact the investor decision as well. the result in a country which does not mandate the integrated reporting is, due to this unclear regulation, the non-financial disclosure in integrated reporting might not be reliable and transparent. they have significant latitude in choosing what kind of information to disclose, when to disclose and how to disclose information in their integrated reporting. the company discloses integrated reporting in accordance with the objectives to be achieved by the company since they have no obligation to report their non-financial disclosure. the research is expected to give some contribution to a few parties. first, for the government, it is suggested that they consider about establishing a clear regulation of the integrated report. second, providing an independent assurance service to assure the accuracy of information and to make it reliable. third, for the investors, to remind them that nonfinancial disclosures are not less important than financial disclosures. however, the limitation from the research is related to the sample of country which has mandatory regulation of integrated reporting. the fact that from all the reviewed countries, only africa applies the mandatory regulation indeed caused an unbalanced comparison between the mandatory and the voluntary. therefore, it is suggested for future research to, do another comparison if there is a new country which implements a mandatory regulation of integrated reporting to give more evidence and source to be relied on. references cohen, j. r., holder-webb, l. l., nath, l., & wood, d. 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(2017). does integrated reporting matter to the capital market? abacus, 53(1), 94–132. https://doi.org/10.1111/abac.12104. 20 journal the winners, vol. 14 no. 1, maret 2013: 20-28 studi kelayakan pengembangan bisnis pada pt dagang jaya jakarta santi nurjanah pt dagang jaya jakarta jln. seni budaya raya, no.10, jelambar baru, jakarta barat 11460 potter_251289@yahoo.com abstract the purpose of the study is to determine the feasibility of the development of the business conducted by pt dagang jaya. research method used is based on the analysis of aspects of business feasibility study, the aspects of finance, markets and marketing, management and hr, legal aspects, engineering and operations, eia, and the economic and social aspects. the results of the analysis of each aspect showed positive results stating that the business development conducted by pt dagang jaya feasible to run. conclusions from this research is the development of the business conducted by pt dagang jaya feasible to run one way to choose business development is to increase the number and variety of products distributed by the company. keywords: feasibility study, business development abstrak tujuan penelitian ini adalah untuk mengetahui kelayakan pengembangan bisnis yang dilakukan oleh pt dagang jaya. metode penelitan yang digunakan adalah analisis berdasarkan aspek-aspek studi kelayakan bisnis, yaitu aspek keuangan, pasar dan pemasaran, management dan sdm, aspek hukum, teknik dan operasional, amdal, serta aspek ekonomi dan sosial. hasil analisis masing-masing aspek menunjukan hasil yang positif yang menyatakan bahwa pengembangan bisnis yang dilakukan oleh pt dagang jaya layak untuk dijalankan. simpulan dari penelitian ini adalah pengembangan bisnis yang dilakukan oleh pt dagang jaya layak untuk dijalankan salah satu cara pengembangan bisnis yang dapat dipilih adalah dengan menambah jumlah dan variasi produk yang didistribusikan oleh perusahaan. kata kunci: studi kelayakan, pengembangan bisnis studi kelayakan pengembangan..... (santi nurjanah) 21 pendahuluan industri pendistribusian produk minuman kopi instan di indonesia saat ini menjadi salah satu industri yang memiliki daya tarik tersendiri. industri ini terus bertumbuh setiap tahunnya, data bps menyatakan bahwa pada tahun 2011 terjadi peningkatan import-export pada industri non migas sebesar 30,7% dari tahun sebelumnya dan produk minuman kopi instan termasuk dalam peningkatan tersebut. pt dagang jaya merupakan salah satu pelaku dalam bisnis distribusi minuman kopi instan ini. produk minuman instan yang didistribusikan oleh pt dagang jaya adalah produk minuman instan checkhup, merk dagang checkhup ini membuat beberapa jenis produk yaitu diantaranya adalah white coffee, teh tarik, hot chocolate, dan gula. penjualan produk minuman instan checkhup yang didistribusikan oleh pt dagang jaya setiap tahunnya mengalami peningkatan yang cukup signifikan. pada tahun 2012 terjadi peningkatan penjualan sebesar 9,6% dari tahun sebelumnya. berdasarkan dari beberapa hal tersebut maka manajemen pt dagang jaya ingin melakukan pengembangan bisnis distribusi produk minuman ini. keefektifan dan efisiensi manajemen perusahaan juga menjadi salah satu pertimbangan perusahaan dalam mengembangkan bisnis distribusi produk minuman ini. penelitian ini dilakukan untuk mendapatkan jawaban dari pertanyaan (a) bagaimana analisis kelayakan bisnis distribusi produk minuman checkhup oleh pt dagang jaya ditinjau dari aspek pasar dan pemasaran, aspek manajemen dan sdm, aspek teknis dan teknologi, aspek lingkungan, aspek hukum, aspek ekonomi dan sosial? (b) berdasarkan aspek keuangan bagaimana dengan kelayakan pengembangan bisnis bila dilihat dari payback period (pp), net present value (npv), internal rate of return (irr), dan profitability index (pi)? (c) bagaimana analisis sensitivitas bisnis distribusi produk minuman checkhup yang dilakukan oleh pt dagang jaya?. tujuan dari penelitian ini adalah untuk mengetahui kelayakan bisnis distribusi produk minuman chekhup yang ditinjau dari aspek-aspek studi kelayakan bisnis, dan mengetahui bagaimana perhitungan pp, npv, irr, dan pi pada bisnis ini. selain itu tujuan dari penelitian ini juga untuk mengetahui bagaimana analisis sentitivitas dari bisnis distribusi ini. manfaat penelitian ini adalah untuk mengetahui bagaimana kelayakan bisnis distribusi produk minuman checkhup pada pt dagang jaya berdasarkan pada aspek-aspek studi kelayakan bisnis. tinjauan pustaka studi kelayakan menurut kasmir dan jakfar (2012) studi kelayakan bisnis adalah suatu kegiatan yang mempelajari secara mendalam tentang suatu kegiatan atau usaha yang akan dijalankan, untuk menentukan layak atau tidaknya suatu bisnis dijalankan. menurut umar (2005) studi kelayakan bisnis merupakan penelitian terhadap rencana bisnis yang tidak hanya menganalisis layak atau tidak layak bisnis dibangun, tetapi juga saat dioperasionalkan secara rutin dalam rangka pencapaian keuntungan yang maksimal untuk waktu yang tidak ditentukan, misalnya rencana peluncuran produk baru. suliyanto (2010) menyatakan beberapa perbedaan studi kelayakan bisnis dengan rencana bisnis (businessplan) berdasarkan sumber data penelitian, penyusun penelitian, tujuan dari studi kelayakan dan rencana bisnis, waktu penelitian, dan biaya yang dibutuhkan oleh masing-masing. 22 journal the winners, vol. 14 no. 1, maret 2013: 20-28 aspek pasar dan aspek pemasaran dalam sebuah studi kelayakan bisnis aspek pasar dan pemasaran merupakan salah satu aspek yang paling penting, karena aspek pasar dan pemasaran menentukan hidup atau tidaknya sebuah perusahaan di dalam industri. menurut thamrin dan tantri (2012) pemasaran adalah suatu sistem total dari kegiatan bisnis yang dirancang untuk merencanakan, menentukan harga, mempromosikan dan mendistribusikan barang-barang yang dapat memuaskan keinginan dan jasa baik kepada konsumen saat ini maupun konsumen potensial. aspek manajemen dan sumber daya manusia dalam menganalisis studi kelayakan bisnis aspek manajemen dan sdm penting dianalisis karena dalam menjalankan sebuah organisasi, manajemen satu dengan yang lainnya memiliki keterkaitan pekerjaan. suatu organisasi selalu diibaratkan dengan sebuah tubuh, apabila akan melakukan sebuah perubahaan namun sebagian dari organ tubuh tidak siap untuk menerima perubahan tersebut maka perubahan yang telah direncanakan tidak akan dapat dijalankan. aspek teknis dan operasional langkah selanjutnya dalam penentuan kelayakan suatu rencana bisnis adalah menganalisis aspek teknis dan teknologi. evaluasi aspek teknis ini mempelajari kebutuhan-kebutuhan teknis bisnis, seperti penentuan kapasitas produksi, jenis teknologi yang dipakai, pemakaian peralatan dan mesin, lokasi bisnis dan letak perusahaan yang paling menguntungkan. lalu dari kesimpulannya dapat dibuat rencana jumlah biaya pengadaan harta tetapnya. aspek amdal (analisa dampak lingkungan hidup) pertumbuhan dan pekembangan perusahaan berpengaruh terhadap lingkungan sekitar apakah membawa dampak negatif atau positif terhadap masyarakat sekitar atau sebaliknya apakah masyarakat sekitar membawa dampak positif atau negative terhadap perusahaan. analisia yang dilakukan terhadap aspek ini bermanfaat untuk mengindentifikasi kelayakan bisnis yang dijalankan sesuai dengan standar lingkungan hidup yang ada. salah satu media dari aspek ini adalah amdal (analisis dampak lingkungan) yang sedang dan telah dikembangkan di beberapa negara maju dengan nama environmental impact analysis atau envirinmental impact assessment (eia). aspek hukum berdasarkan pendapat husnan dan suwarsono (2007) aspek hukum dalam studi kelayakan menganalisis tentang: (1) bentuk badan usaha yang akan dipergunakan. (2) jaminan-jaminan yang bisa disediakan kalau akan menggunakan sumber dana berupa pinjaman. berbagai akta, sertifikat, izin yang diperlukan dan sebagainya aspek ekonomi dan sosial kasmir dan jafar (2012) menyebutkan beberapa dampak yang akan mempengaruhi berbagai pihak tersebut, baik itu positif maupun negatif sebagai berikut: (1) bagi masyarakat dampak positif yang diperoleh dari sebuah bisnis ditinjau dari aspek ekonomi adalah peluang untuk meningkatkan pendapatan. sedangkan bagi pemerintah dampak positif yang diperoleh adalah memberikan pemasukan berupa pendapatan. selain itu dampak positif lainnya adalah pengaturan dan pengelolaan sda yang belum terjamah. (2) dampak negatif sebuah bisnis ditinjau dari aspek ekonomi adalah eksplorasi sda yang berlebihan, masuknya pekerja dari luar daerah sehingga mengurangi peluang bagi masyarakat sekitarnya. (3) dampak positif sebuah bisnis ditinjau dari aspek sosial dari tinjauan masyarakat secara umum adalah tersedia sarana dan prasarana yang dibutuhkan seperti pembangunan studi kelayakan pengembangan..... (santi nurjanah) 23 jalan, jembatan, listrik, dan sarana lainnya. (4) dampak negatif sebuah bisnis ditinjau dari aspek sosial dari tinjauan pemerintah adalah perubahan demografi di suatu wilayah, perubahan budaya, dan kesehatan masyarakat. irham fahmi (2011) menyatakan bahwa tanggungjawab sosial (social responsibility) adalah kewajiban manajemen untuk membuat pilihan dan mengambil tindakan yang berperan dalam mewujudkan kesejahteraan dan masyarakat. aspek keuangan kismono (2011) menyatakan ada tiga keputusan penting dalam manajemen keuangan sebuah perusahaan, yaitu: (1) memperoleh dana (keputusan pendanaan). (2) penggunaan dana (keputusan investasi). (3) pembagian laba (kebijakan dividen) kasmir dan jafar (2012) menyebutkan bahwa secara keseluruhan penilaian aspek keuangan meliputi: (1) sumber-sumber dana yang akan diperoleh. (2) kebutuhan biaya investasi. (3) estimasi pendapatan dan biaya investasi selama beberapa periode termasuk jenis-jenis dan jumlah biaya yang dikeluarkan selama umur investasi. (4) proyeksi neraca dan laporan laba/rugi untuk beberapa periode ke depan. (5) kriteria penilaian investasi. (6) rasio keuangan yang digunakan untuk menilai kemampuan perusahaan. metode penelitian dilakukan di pt dagang jaya dengan cara melakukan wawancara, observasi dan pengolahan data penjualan perusahaan. tabel 1 merupakan kriteria optimasi yang digunakan dalam penelitian ini. tabel 1 kriteria optimasi studi kelayakan bisnis aspek studi kelayakan kriteria aspek keuangan kriteria yang digunakan dalam aspek ini adalah: perhitungan pp perhitungan npv perhitungan irr perhitungan pi aspek pasar dan pemasaran kriteria yang mencakup aspek pasar dan pemasaran ini meliputi: data permintaan pasar jumlah penawaran proyeksi penjualan analisis pesaing bauran pemasaran aspek manajemen dan sdm kriteria utama didalam aspek ini adalah struktur organisasi sdm didalam perusahaan aspek hukum berkaitan dengan keberadaan secara legal dimana perusahaan didirikan yang meliputi ketentuan hukum yang berlaku termasuk perijinan: izin lokasi izin usaha izin distributor amdal aspek ini merupakan suatu analisa dampak pada lingkungan hidup (alam), dimana perusahaan merupakan salah satu penyumbang produk yang dapat mengotori lingkungan atau tidak. aspek teknis dan operasional aspek ini meneliti mengenai teknis atau cara-cara yang dilakukan oleh perusahaan dalam pendistribusian produk chekhup dan bagaimana sistem operasional pendistribusian produk tersebut oleh pt dagang jaya. aspek ekonomi dan sosial dalam aspek ini dijelaskan kriteria yang meliputinya yaitu dampak ekonomi dampak sosial sumber: pengolahan data 24 journal the winners, vol. 14 no. 1, maret 2013: 20-28 hasil dan pembahasan setelah data dan hasil wawancara diperoleh dan kemudian dianalisis berdasarkan pada kriteria optimasi studi kelayakan bisnis, maka didapat hasil sebagai berikut: tabel 2 hasil analisis kriteria optimasi no. aspek studi kelayakan hasil 1 aspek pasar dan pemasaran analisa yang dilakukan di dalam aspek pasar dan pemasaran pt dagang jaya menunjukan bahwa penjualan produk minuman instan checkhup setiap tahunnya mengalami peningkatan permintaan, dengan perkiraan peningkatan rata-rata permintaan sebesar 7-8% per tahun maka menurut aspek ini pengembangan bisnis layak untuk dilakukan oleh pt dagang jaya. 2 aspek manajemen dan sumber daya manusia analisa yang dilakukan dalam aspek ini menghasilkan penjelasan mengenai jenis pekerjaan, deskripsi pekerjaan, dan struktur organisasi pada karyawan yang sudah sesuai dengan apa yang dibutuhkan pt dagang jaya dalam menjalankan perusahaannya. pada aspek ini juga perusahaan telah menetapkan manajemen dan sumber daya manusia yang sesuai yang dapat membantu perusahaan dalam melakukan pengembangan bisnis, maka pengembangan bisnis layak untuk dilakukan. 3 aspek teknis dan operasional analisa yang dilakukan pada aspek ini menghasilakn penjabaran bagaimana proses kerja di dalam perusahaan, bagaimana proses distribusi barang dagang. dengan menambah jenis produk checkhup pt dagang jaya dapat mengembangkan keagenan penjualan produk ini semakin besar lagi, maka pengembangan bisnis yang akan dilakukan oleh perusahaan layak untuk dilakukan. 4 aspek amdal hasil analisis terhadap aspek amdal ini menunjukan bahwa produk perusahaan tidak merusak lingkungan hidup, maka pengembangan layak untuk dilakukan. 5 aspek hukum semua ketentuan hukum yang harus dilaksanakan oleh pt dagang jaya telah dilakukan, seluruh persyaratan dan berkas-berkas perusahaan telah lengkap. maka pengembangan bisnis layak untuk dilakukan. 6 aspek ekonomi dan keuangan dalam menganalisa aspek ini pt dagang jaya menjalankan perusahaan semata-mata bukan hanya ingin mencari keuntungan yang besar saja, di dalam perlaksanaanya perusahaan memiliki tanggung jawab sosial kepada para pegawai perusahaan serta kepada lingkungan sekitar perusahaan. dengan berjalannya perusahaan maka pt dagang jaya juga turun membantu memberi penghasilan kepada 56 orang karyawan dan pekerja yang ada di perusahaan. 7 aspek keuangan tiga skenario yang digunakan dalam perhitungan aspek keuangan menunjukan bahwa pengembangan bisnis yang akan dilakukan oleh perusahaan layak. di dapat bahwa dengan melakukan penambahan produk checkhup maka laba perusahaan terus bertambah dan setiap tahunnya mengalami peningkatan. sumber: pengolahan data analisis pada aspek keuangan perusahaan dibuat menjadi tiga skenario yaitu skenario moderat, optimis, dan pesimi. pembahasan dari masing-masing skenario tersebut dibahas sebagai berikut. skenario moderat pada skenario ini diasumsikan bahwa pertumbuhan pasar (market growth) perusahaan pada penjualan produk minuman checkhup adalah sebesar 25%. dengan demikian maka perhitungan pp, npv, irr, dan pi perusahaan sebagai berikut: payback period n+(a-b)/(c-b)x1tahun 2+(3.112.060.000-1.062.026.421)x1 tahun (1.767.211.72-1.062.026.421) = 4 tahun studi kelayakan pengembangan..... (santi nurjanah) 25 simpulan yang diperoleh dari perhitungan ini adalah bahwa modal bisnis akan kembali dalam empat tahun. karena payback period lebih kecil dari umur ekonomis aktiva perusahaan, investasi dinyatakan layak untuk dijalankan. tabel 3 net present value skenario moderat (dalam rupiah) npv periode factor diskonto ocf (10%) cash flow pv 0 1 3.112.060.000 3.112.060.000 1 0.906600269 576.731.763 522.865.171 2 0.821924048 780.914.321 641.852.260 3 0.745156564 884.266.503 658.916.989 4 0.675559141 1.079.504.978 729.269.456 5 0.6124621 1.184.105.853 725.219.957 6.390.183.833 nvp 3.278.123.833 sumber: pengolahan data ∑ rt (1+i)t 576.731.763+ 780.914.321 + 884.266.503+ 1.079.504.978+ (1+0.10%)1 (1+0.10%)2 (1+0.10%)3 (1+0.10%)4 1.184.105.853 (1+0.10%)5 = 3.278.123.833 simpulan yang didapat dari perhitungan ini adalah bahwa npv sebesar rp3.278.123.833 yang menunjukan hasil positif. berarti, investasi pengembangan bisnis dengan menambah jenis produk checkhup ini dinyatakan layak untuk dijalankan oleh pt dagang jaya. tabel 4 internal rate of return skenario moderat (irr) (dalam rupiah) irr investasi (3.112.060.000) ocf 2013 576.731.763 ocf 2014 780.914.321 ocf 2015 884.266.503 ocf 2016 1.079.504.978 ocf 2017 1.184.105.853 irr 12% sumber: pengolahan data simpulan yang didapat dari perhitungan ini adalah hasil irr lebih besar dari coc maka investasi dinyatakan layak untuk dijalankan. profitability index (pi) npv/investasi 3.278.123.833 3.112.060.000 = 1.06 simpulan yang didapat dari perhitungan ini adalah hasil pi lebih besar dari 0 maka investasi untuk pengembangan bisnis melalui penambahan jenis produk minuman instan checkhup dinyatakan layak. 26 journal the winners, vol. 14 no. 1, maret 2013: 20-28 skenario optimis pada skenario ini diasumsikan bahwa pertumbuhan pasar (market growth) perusahaan pada penjualan produk minuman checkhup adalah sebesar 40%. dengan demikian maka perhitungan pp, npv, irr, dan pi perusahaan sebagai berikut: payback period n+(a-b)/(c-b)x1tahun 2+(3.112.060.000-1.836.498.878)x1 tahun (2.989.387.175-1.836.498.878) = 3.1 tahun simpulan yang didapat dari perhitungan ini adalah bahwa modal bisnis akan kembali dalam 3 tahun 1 bulan 2 hari. karena payback period lebih kecil dari umur ekonomis aktiva perusahaan, maka investasi dinyatakan layak untuk dijalankan. tabel 5net present value (npv)skenario optimis (dalam rupiah) npv periode factor diskonto ocf (10%) cash flow pv 0 1 3.047.760.000 3.047.760.000 1 0.907850126 806.448.206 732.134.106 2 0.824191852 1.030.050.672 848.959.370 3 0.748242677 1.152.888.298 862.640.226 4 0.679292208 1.079.504.978 733.299.320 5 0.616695517 1.184.105.853 730.232.771 6.955.025.793 nvp 3.907.265.793 sumber: pengolahan data ∑ rt (1+i)t 860448206 + 1.030.050.671.71 + 1.152.888.297.53 + 1.079.504.977.75 + (1+0.10%)1 (1+0.10%)2 (1+0.10%)3 (1+0.10%)4 1.184.105.852.80 (1+0.10%)5 = 3.907.265.793 simpulan yang didapat dari perhitungan ini adalah bahwa npv sebesar rp3.907.265.793 yang menunjukan hasil positif. berarti, investasi ini dinyatakan layak untuk dijalankan oleh perusahaan. tabel 6 internal rate of returnskenario optimis (irr) (dalam rupiah) irr investasi (3.112.060.000) 2013 806.448.206 2014 1.030.050.672 2015 1.152.888.298 2016 1.079.504.978 2017 1.184.105.853 irr 20% sumber: pengolahan data studi kelayakan pengembangan..... (santi nurjanah) 27 simpulan yang didapat dari perhitungan ini adalah hasil irr lebih besar dari coc, maka investasi dinyatakan layak untuk dijalankan. profitability index (pi) npv/investasi = 3.907.265.793 3.112.060.000 = 1.28 simpulan yang didapat dari perhitungan ini adalah hasil pi lebih besar dari 0 maka investasi pengembangan bisnis pada pt dagang jaya dinyatakan layak untuk dijalankan. skenario pesimis pada skenario ini diasumsikan bahwa pertumbuhan pasar (market growth) perusahaan pada penjualan produk minuman checkhup adalah sebesar 15%. dengan demikian maka perhitungan pp, npv, irr, dan pi perusahaan sebagai berikut: payback period n+(a-b)/(c-b)x1tahun 2+(3.112.060.000-1.162.026.421)x1 tahun (1.767.211.727-1.162.026.421) = 4.9 simpulan yang dari perhitungan ini adalah bahwa modal bisnis akan kembali dalam 4 tahun 10 bulan. karena payback period lebih kecil dari umur ekonomis aktiva perusahaan, maka investasi dinyatakan layak untuk dijalankan. tabel 7 net present value (npv) skenario pesimis (dalam rupiah) npv periode factor diskonto ocf (10%) cash flow pv 0 1 3.047.760.000 3.047.760.000 1 0.907850126 447.203.000 405.993.300 2 0.824191852 614.823.421 506.732.454 3 0.748242677 705.185.306 527.649.741 4 0.679292208 1.079.504.978 733.299.320 5 0.616695517 1.184.105.853 730.232.771 5.951.667.586 nvp 2.903.907.586 sumber: pengolahan data ∑ rt (1+i)t 447.203.000 + 614.823.421 + 705.185.306 + 1.079.504.978 + (1+0.10%)1 (1+0.10%)2 (1+0.10%)3 (1+0.10%)4 1.184.105.8523 (1+0.10%)5 = 2.903.907.586 28 journal the winners, vol. 14 no. 1, maret 2013: 20-28 simpulan yang didapat dari perhitungan ini adalah bahwa npv sebesar rp2.903.907.586 yang menunjukan hasil positif. berarti, investasi pengembangan bisnis melalui penambahan jumlah produk ini dinyatakan layak untuk dijalankan oleh perusahaan. tabel 8 internal rate of return (irr) skenario pesimis (dalam rupiah) irr investasi (3.112.060.000) ocf 2013 447.203.000 ocf 2014 614.823.421 ocf 2015 705.185.306 ocf 2016 1.079.504.978 ocf 2017 1.184.105.853 irr 9% sumber: pengolahan data simpulan yang didapat dari perhitungan sebelumnya adalah hasil irr lebih besar dari coc maka investasi dinyatakan layak untuk dijalankan. profitability index (pi) npv/investasi = 2.903.907.586 3.112.060.000 = 0.95 simpulan yang didapat dari perhitungan ini adalah hasil pi dengan pembulatan sama dengan 1, maka proyek layak untuk dijalankan. simpulan dari hasil analisis seluruh aspek studi kelayakan bisnis maka diperoleh hasil bahwa pengembangan bisnis yang dilakukan oleh pt dagang jaya adalah layak untuk dilakukan. pengembangan bisnis dilakukan dengan salah satu cara yaitu menambah jumlah produk dan menambah jenis produk minuman checkhup tersebut. daftar pustaka fahmi, i. (2011). manajemen: teori, kasus, dan solusi. edisi 1. bandung: alfabet. husnan, s., suwarsono. (2007). study kelayakan proyek. yogyakarta: penerbit upp-amp ykpn. kasmir, jakfar. (2012). studi kelayakan bisnis. edisi revisi. jakarta: kencana. kismono, g. (2011). pengantar bisnis. edisi-2. yogyakarta: bpfe. suliyanto. (2010). studi kelayakan bisnis pendekatan praktis. yogyakarta: andi offset. thamrin, a., tantri, f. (2012). manajemen pemasaran. jakarta: rajawali pers. umar, h. (2005). studi kelayakan bisnis. edisi-3. jakarta: gramedia pustaka utama. microsoft word 01_aspek kemiskinan_kadiman pakpahan.doc aspek kemiskinan dalam pembangunan pedesaan (kadiman pakpahan) 105 manajemen mutu terpadu teguh sriwidadi1 abstract total quality management (tqm) is the effort to meet or exceed the customer needs with the lowest cost. the business will successful if it can produce an output (product and service) fit according to the customer needs. they will raise the profit if only they can operate efficiently (effective cost, avoid waste, and rework ), and to ensure that all the activity directed to the effort to satisfy the customer needs. keywords: total quality management (tqm) abstrak manajemen mutu terpadu (total quality management tqm) adalah upaya untuk memenuhi atau melampaui kebutuhan pelanggan dengan biaya serendah mungkin. sebuah bisnis akan sukses jika bisnis tersebut dapat menghasilkan keluaran (berupa barang dan jasa) yang sesuai dengan kebutuhan para pelanggannya. bisnis akan meningkat keuntungannya hanya jika perusahaan tersebut mampu beroperasi dengan efisien, yaitu dengan biaya efektif, menghindarkan pemborosan dan kerja ulang (rework), dan memastikan bahwa semua kegiatan diarahkan pada upaya memuaskan kebutuhan pelanggan. kata kunci: manajemen mutu terpadu 1 staf pengajar, fakultas ekonomi, ubinus, jakarta journal the winners, vol. 3 no. 2, september 2002: 105-111 106 peranan gender dalam usaha tani di kawasan indonesia bagian timur budiman notoatmojo1 abstract the role of gender is dominant in agriculture development and income, especially the role of the housewife. they are dominant in house duties, controlling the financial, children’s education, village or farm events, and increase the income for their families. the research’s aims are to determined the role of gender in the household, farming, project activities in doing rural activities, and in increasing farmer’s income based on the research done in north sulawesi, south sulawesi, and gorontalo. it can be concluded that the housewife’s role in doing daily chores, decising, farming activities, doing farming activities, joining rural activities, and increasing the family income are more dominant than male. keywords: gender, farm agriculture abstrak peran gender sangat dominan dalam pembangunan usaha tani dan peningkatan pendapatan petani. peran ibu rumah tangga sangat dominan dalam menyelesaikan tugas dan urusan rumah tangga, memegang kendali keuangan rumah tangga, dan mengatur pendidikan anak. tujuan penelitian untuk menentukan peran gender dalam rumah tangga, usaha tani, kegiatan proyek dalam melakukan aktivitas pedesaaan, dan dalam meningkatkan pendapatan petani berdasarkan penelitian yang dilakukan di sulawesi utara, sulawesi selatan, da gorontalo. dapat disimpulkan bahwa peran ibu rumah tangga dalam melakukan aktivitas sehari-hari, membuat keputusan, melakukan kegiatan pertanian, dan meningkatkan pendapatan lebih dominan daripada laki-laki. kata kunci: peranan gender, usaha tani ternak 1 peneliti senior balitbang, deptan ri & staf pengajar fakultas ekonomi, ubinus, jakarta aspek kemiskinan dalam pembangunan pedesaan (kadiman pakpahan) 107 model pengukuran produktivitas berdasarkan pendekatan rasio output per input haryadi sarjono1 abstract objective of this research is to find model which measure productivity. that measuring uses a ratio between effectivity of goal achievement as the certain quality level (output) and efficiency application of available source (input). it is concluded that (1) to increase productivity input and output are variable which must be controlled; (2) increasing productivity can increase competitive power of a company and also can a help a company to have a new investment. keywords: productivity measurement model, input, output, ratio abstrak artikel bertujuan menemukan suatu model yang dapat mengukur produktivitas. model menggunakan rasio antar efektivitas dan pencapaian sasaran sebagai input dan output. disimpulkan bahwa (1) unutk meningkatkan produktivitas, input dan output merupakan variable yang harus dimonitor, (2) kenaikan produksi dapat meningkatkan daya saing dan investasi perusahaan. kata kunci: model pengukuran produktivitas, input, output, rasio 1 staf pengajar, fakultas ekonomi, ubinus, jakarta journal the winners, vol. 3 no. 2, september 2002: 105-111 108 manajemen lintas budaya suryanto1 abstract this article explains about globalization versus national resposiveness matrix, meeting the challenge, cross cultural differences and similiarities, parochialism and simplification, also cultural differences in selected countries and regions. the purpose of the research is to find factor, method, strategy in order to bridging management across cultural, so that a manager can have a better view in making a decision based on cultural differences and need of the company. from this article can be concluded that there are four factor that must be consider in multi national company (mnc). those factors are (1) it’s important to be divided in worldwide standard; (2) it’s important to differennate product at the local market; (3) it’s important to have insider; (4) there is one more contribution to local condition. in order to succeed in mnc, a company must survive from across cultural threat, there are parodialism and simplification. keywords: management, cultural abstrak artikel memaparkan globalization versus national resposiveness matrix, meeting the challenge, cross cultural differences and similiarities, parochialism and simplification, also cultural differences in selected countries and regions. tujuan penelitian untuk menemukan faktor, metode, strategi untuk menjembatani manajemen lintas budaya sehingga manajer memperoleh pandangan dalam membuat keputusan berdasarkan lintas budaya dan kebutuhan perusahaan. dari artikel ini dapat disimpulkan bahwa terdapat empat faktor yang harus dipertimbangkan dalam multi national company (mnc). keempat faktor tersebut adalah (1) perlu dibagi dalam standar worldwide; (2) pentingnya diferensiasikan produk untuk pasar lokal; (3) perlunya menjadi orang dalam daripada tergantung kebijakan ekspor; dan (4) perlunya memberikan sumbangan yang lebih berarti untuk merespons kondisi lokal. kata kunci: manajemen, budaya 1 staf pengajar, fakultas ekonomi, ubinus, jakarta aspek kemiskinan dalam pembangunan pedesaan (kadiman pakpahan) 109 merger bank bermasalah di indonesia titik indrawati1 abstract the basic of problem for direction and senior manager bank is how to maximalize the value of share owner. it focus on how to make value by merger, how to get the value of bank target, and how to consider the nonfinancial influence the value by merger. the objective of the research wrap up the traveling’s merger and acquisition phenomenon in indonesia. that objective are more focused on how merger can increase value, how to decide bank’s value and the non financial parameter that can affact the sucsess of the merger comp. it’s concluded that indonesian society see bank merger as a final action to save a bank from bankcoruptcy. in negotiating the merger agreement, buyer and seller must consider the financial & non financial parameters. keywords: bank, merger abstrak fokus pembahasan ditujukan pada bagaimana merger menambah nilai, bagaimana menentukan nilai bank target, serta bagaimana pertimbangan nonkeuangan mempengaruhi nilai dan sukses perusahaan baru sesudah merger. kata kunci: bank, merger 1 staf pengajar universitas indonesia & fakultas ekonomi, ubinus, jakarta journal the winners, vol. 3 no. 2, september 2002: 105-111 110 mengenal bank “syariah” lembaga keuangan untuk umum fauzi solihin1 abstract the article objective is to compare syariah banking system to common banking system. it is concluded that syariah banking system can be alternative banking system to any body who expect profit sharing as the replacement of common interest mechanism. keywords: syariah bank abstrak artikel bertujuan membandingkan bank syariah dengan bank umum. disimpulkan bahwa sistem bank syariah dapat menjadi suatu alternatif pengembangan usaha dengan cara pembagian laba sebagai pengganti mekanisasi bunga perbankan. kata kunci: bank syariah 1 staf pengajar stie swadaya & fakultas ekonomi, ubinus, jakarta aspek kemiskinan dalam pembangunan pedesaan (kadiman pakpahan) 111 heavy reliance on the indirect financing as sources of funds for business firms in japan: as a comparison for indonesian financial crisis yulius1 abstract the purpose of this article is to study the implication of financial liberalization to the heavy reliance of firms to the indirect finance in japanese experience. in order to analyze the goal of this article, we start to examine the causes of the main bank system in japan before and the prewar period. then, this article discusses the impacts of financial liberalization to the to the heavy reliance on the indirect-financing for business firms in the light with japan’s financial market, particularly the main bank system. finally, this article also discusses the implication of loose relationship of big firms and major banks (main bank system) to the recent financial condition in starting from the early of 1990s until now. this article discovered that financial liberalization, which started at the latter half of 1970s, has shaken the foundation of the main bank system. the major firms started to less dependent on the major banks and they issued the securities in domestic and international market. as a consequence, the smbs still depend on the banks as their source of indirect financing. however, the competitiveness in the smbs market turned to erode the bank profits that induced them to enter the risk activities, such as real estate. in addition, the bubble burst economy also triggered the boom in real estate. naturally, as a nature of risk asset, loan to the real estate became the potential of bad loans that also was exacerbated the bubble burst in economy. then, the financial crisis has revealed in 1990s. keywords: finance, funds, japan, business, firm, indonesia abstrak tujuan penulisan untuk mempelajari implikasi liberalisasi finansial terhadap kepercayaan firma yang dialami jepang. langkah yang dilakukan adalah meneliti penyebab, imlikasi, dan efek yang ditimbulkan oleh liberilasasi finansial tersebut. dapat disimpulkan bahwa setelah terjadinya liberalisasi finansial tahun 1970 di jepang banyak perusahaan di jepang yang melapaskan ketergantungannya pada bank dan beralih pada pasar saham nasional dan internasional. akibatnya, bank tergantung seperti usaha pada real estate yang pada awalnya merupakan usaha yang baik karena adanya booming real estate. namun sejak tahun 1990 usaha real estate runtuh karena adanya krisis keuangan. untuk mengatasinya bank tersebut bisnis untuk menghapuskan piutang, optimalisasi biaya ops, restrukturisasi bisnisnya, mengalihkan usaha ke obligasi bahkan masuk ke sistem penyehatan perbankan yang dikeluarkan oleh pemerintah. kata kunci: finansial, dana, jepang, bisnis, firma, indonesia 1 staf pengajar unika atma jaya, stie kalbe & ubinus, jakarta journal the winners, vol. 3 no. 2, september 2002: 105-111 112 aspek kemiskinan dalam pembangunan pedesaan kadiman pakpahan1 abstract poverty can be measured by rice consumption rate indicator and income rate indicator. this article describes the major element of poverty. the major element of poverty is natural factor, cultural factor, and structural factor. keywords: poverty, village abstrak kemiskinan dapat diukur dari angka indikator konsumsi beras dan angka indikator pendapatan. artikel memaparkan elemen utama kemiskinan. elemen utama kemiskinan adalah faktor natural, faktor kultural, dan faktor struktural. kata kunci: kemiskinan, desa 1 staf pengajar akademi manajemen dan sekretaris syafaat indonesia & ubinus, jakarta aspek kemiskinan dalam pembangunan pedesaan (kadiman pakpahan) 113 pendahuluan sekitar 70 persen penduduk indonesia tinggal di pedesaan. wilayah indonesia terdiri dari sekitar 66.000 desa dan sekitar 19.600 tergolong desa miskin atau desa tertinggal. semenjak dicanangkannya pembangunan dengan cara bertahap (lima tahun) pada tahun 1969 (pelita i), ada usaha yang kuat dari pemerintah untuk meningkatkan kesejahteraan masyarakat. usaha pengentasan kemiskinan cukup memberikan hasil. hal itu dapat dilihat dari perubahan yang cukup besar. jumlah masyarakat di bawah garis kemiskinan berkurang dari 60 persen periode 1970-1996 menjadi 11 persen (kompas, 21 juni 2003). persen (%) sumber: bank dunia (dalam kompas, 21 juni 2003) gambar 1 kurva keadaan kemiskinan di indonesia (februari 1996 – februari 2002) memperhatikan kurva kemiskinan di indonesia februari 1996 – februari 2002 terdapat trend yang pasang surut. dampak krisis ekonomi di indonesia yang berkepanjangan menambah jumlah masyarakat yang miskin dari 28 juta penduduk (sebelum krisis ekonomi) menjadi 36 juta penduduk. pada kurva juga dapat dilihat bahwa jumlah masyarakat miskin terbesar terdapat di pedesaan. kemiskinan di pedesaan tidak terlepas dari keterbatasan yang dimiliki masyarakatnya. pedesaan, secara umum, memiliki keterbatasan melakukan perubahan secara mendasar dibidang sosial-budaya, ekonomi, ilmu pengetahuan dan teknologi, dan aspek pemasaran serta kebijakan yang berpihak. keterbatasan tersebut dipengaruhi oleh kualitas sumber daya manusia yang kurang memadai. masyarakat pedesaan sangat mendambakan kehidupan yang lebih baik dari waktu ke waktu. walaupun demikian, masih cukup banyak warga pedesaan yang tidak journal the winners, vol. 3 no. 2, september 2002: 105-111 114 memiliki cita-cita (keinginan untuk berubah) khususnya masyarakat yang masih primitif dan masyarakat subsisten. pembangunan pedesaan untuk mengentaskan kemiskinan tidak dapat dilepaskan dari sumber daya utama yang ada di pedesaan, yaitu sumber daya alam. modal sumber daya alam, basis utama sumber penghasilan adalah dari pertanian (dalam arti luas). pembangunan pedesaan dengan basis pertanian membutuhkan syarat mutlak dan syarat pelancar. selain memperhatikan potensi alam yang dimiliki, pedesaan juga harus memperhatikan potensi sosial-budaya, misalnya semangat gotong royong dan semangat/keinginan untuk berubah. potensi sosial-budaya pedesaan harus menjadi perhatian utama di dalam melakukan modernisasi pedesaan. pembangunan yang berjalan atau yang sedang direncanakan di pedesaan harus berpedoman pada suatu prinsip, “pembangunan pedesaan: dari, oleh, untuk rakyat pedesaan”. dengan demikian, tumbuh rasa memiliki dan meningkatkan utilitas dari setiap sumber daya pedesaan. tujuan penelitian mengungkap secara teoritis faktor penyebab kemiskinan dan cara mengatasi kemiskinan masyarakat pedesaan di indonesia. pembahasan ukuran dan indikator kemiskinan i. ukuran 1. kemiskinan absolut kemiskinan itu melihat sejauh mana masyarakat dapat memenuhi kebutuhan primer atau kebutuhan dasar minimum. kebutuhan dasar/primer dapat dibedakan menjadi berikut ini. a. kebutuhan fisik primer: gizi, perumahan, kesehatan, dan sandang. b. kebutuhan kultural: pendidikan, waktu luang, rekreasi, dan ketenangan hidup. c. adanya sisa pendapatan untuk memenuhi kebutuhan yang lebih tinggi. 2. kemiskinan relatif kemiskinan tidak hanya dapat dilihat secara absolut tetapi dapat diukur dengan membandingkan kelompok masyarakat/daerah tertentu dengan kelompok masyarakat atau daerah lain. indikator itu merupakan salah satu sumber motivasi bagi masyarakat untuk senantiasa meningkatkan kualitas hidupnya. ii. indikator kemiskinan 1. tingkat konsumsi beras indonesia yang sebagaian besar penduduknya mengkonsumsi beras sebagai sumber energi dan gizi, jika konsumsi beras masyarakat pedesaan kurang dari 320 kilogram per kapita per tahun maka masuk dalam kategori miskin. 2. tingkat pendapatan standar internasional membuat kisaran pendapatan masyarakat miskin berkisar antara us $ 50 sampai us $ 75 per kapita per tahun. aspek kemiskinan dalam pembangunan pedesaan (kadiman pakpahan) 115 iii. indikator kesejahteraan sasaran yang jauh lebih penting yang dicapai dalam pembangunan pedesaan adalah bagaimana meningkatkan kesejahteraan masyarakatnya. ada beberapa indikator untuk mengikuti tingkat kesejahteraan, antara lain sebagai berikut. 1. konsumsi kalori dan protein, syarat minimum yang harus dikonsumsi per hari per orang adalah sekitar 2100 kalori dan 55 gram protein. 2. keadaan kesehatan. a. harapan hidup yang lebih lama, di negara sedang berkembang sekitar 54 tahun sementara di negara maju sekitar 71 tahun. harapan hidup yang bertambah tinggi akan memungkinkan kontribusi produksi yang lebih besar. b. tingkat kematian bayi yang rendah di negara sedang berkembang masih cukup tinggi, yaitu sekitar 110 orang bayi berumur kurang dari satu tahun dari 1000 kelahiran. tingkat kematian bayi yang tinggi itu akan menambah beban penduduk dan kualitas hidup semakin berkurang. c. tingginya persentase penduduk yang sakit di pedesaan, ada sekitar 6,5 persen yang sakit selama seminggu terutama masyarakat berpenghasilan relatif rendah. penduduk mengalami sakit akan menurunkan kualitas hidupnya dan produktivitas. 3. keadaan perumahan. pada umumnya, masyarakat miskin tinggal di rumah dan kualitas bangunan dan fasilitas tidak memadai. sebagian besar warga miskin menggunakan penerangan bukan listrik, belum ada wc sendiri, dan sumber air bersih yang masih terbatas. kualitas perumahan yang serba terbatas akan membawa implikasi kualitas hidup warga secara menyeluruh. 4. keadaan pendidikan. sebagian besar dari masyarakat miskin tidak mampu menyekolahkan anaknya atau putus sekolah. faktor penyebab kemiskinan kemiskinan secara teoritis dibedakan atas kemiskinan natural, kemiskinan kultural, dan kemiskinan struktural. 1. kemiskinan natural (alamiah) kemiskinan natural adalah kemiskinan yang disebabkan oleh faktor alamiah seperti cacat, sakit, lanjut usia, atau bencana alam. 2. kemiskinan kultural kemiskinan kultural adalah jenis kemiskinan yang disebabkan oleh faktor budaya atau kebiasaan seperti malas, tidak disiplin, atau pola hidup boros (konsumsi). 3. kemiskinan struktural kemiskinan struktural adalah jenis kemiskinan yang disebabkan oleh buatan manusia seperti ketidakmerataan distribusi aset, kebijakan ekonomi yang biasa korupsi, dan/atau tatanan perekonomian global yang menguntungkan kelompok masyarakat tertentu. journal the winners, vol. 3 no. 2, september 2002: 105-111 116 penanggulangan kemiskinan permasalahan kemiskinan tidak dapat diselesaikan dalam waktu yang singkat. kemiskinan merupakan permasalahan yang menyangkut multidimensi sehingga penanganannya membutuhkan keterlibatan semua pihak/masyarakat dan pemerintah. 1. kemiskinan alamiah sakit, lanjut usia, atau korban bencana alam merupakan masalah yang dapat ditanggulangi masyarakat dengan cara sendiri-sendiri. keterlibatan masyarakat yang lebih mampu dan intervensi pemerintah sangat dibutuhkan. penduduk yang cacat seumur hidup perlu disediakan jenis pekerjaan yang masih memungkinkan untuk dikerjakan dan produktif. penduduk korban bencana alam masih dimungkinkan untuk dipindahkan (tranmigrasi) dan rehabilitasi wilayah. 2. kemiskinan kultural masalah budaya atau kebiasaan hidup seperti malas, tidak disiplin, pola hidup konsumtif merupakan pemicu kemiskinan yang membutuhkan penanganan secara menyeluruh dan terpadu. masyarakat malas perlu didorong atau dimotivasi agar memiliki cita-cita hidup yang lebih baik. penduduk malas perlu dicari faktor penyebabnya, apakah karena tidak didukung dinamika budaya sekitar, keterbatasan faktor pendukung (sarana produksi dan unsur pasar). rangsangan produksi dipengaruhi ketersediaan sarana produksi dan kepastian pasar atau harga yang menguntungkan. 3. kemiskinan struktural pembahasan kemiskinan struktural ini mendapat porsi paling luas dan esensial. masyarakat miskin membutuhkan dukungan dan perhatian yang lebih luas dari pemerintah. usaha atau langkah yang perlu dilakukan dirinci sebagai berikut. a. pembangunan pertanian sebagian besar (mayoritas) penduduk pedesaan menggantung hidup dari pertanian. pembangunan pertanian harus didukung syarat mutlak, yaitu adanya pasar, teknologi yang senantiasa berubah, tersedianya sarana produksi secara lokal, rangsangan produksi, dan transportasi serta adanya syarat pelancar, yaitu pendidikan pembangunan (ketrampilan), kredit produksi, gotong royong, intensifikasi/ekstensifikasi, dan perencanaan nasional pembangunan pertanian. pemerintah harus mampu melakukan modernisasi di bidang pertanian. kebijakan yang diperlukan adalah adanya keamanan politik untuk melakukan tata guna tanah. tata guna tanah memungkinkan penduduk pedesaan mengoptimalkan penggunaan sumber daya alam secara optimal dan berkelanjutan. penganekaragaman komoditi seseuai dengan potensi alam dan kemampuan yang dimiliki penduduk. produktivitas lahan ditentukan juga faktor inovasi dan teknologi. teknologi kimia (pupuk/obat-obatan) dan teknologi biologi (bibit unggul) serta mekanisasi pertanian merupakan syarat yang tidak dapat ditinggalkan. b. pembangunan sumber daya manusia faktor yang dibutuhkan untuk membangun sdm sangat dengan kebutuhan lahiriah dan batiniah. tersedianya kebutuhan pangan/sandang dan papan merupakan prasyarat untuk memperbaiki kualitas penduduk. perbaikan kesehatan dan kecukupan gizi adalah cara memperbaiki fisik dan pikiran serta hati nurani penduduk dan selanjutnya dapat menambah harapan hidup penduduk. penduduk yang sehat dan cukup gizi menjadi modal awal untuk meningkatkan produktivitasnya. hal yang tidak dapat dilupakan adanya peranan pendidikan (formal/nonformal) untuk pembaharuan (modernisasi) secara menyeluruh. bagi penduduk pertanian atau nonpertanian memerlukan ketrampilan tambahan dan pengetahuan baru serta aspek kemiskinan dalam pembangunan pedesaan (kadiman pakpahan) 117 wawasan yang lebih luas. pendidikan formal diperlukan masyarakat untuk memperbaiki kualitas warga wajib belajar. melalui penguasaan ilmu pengetahuan dan teknologi maka akan lahir generasi pembaharu dan penerus modernisasi pedesaan. wajib belajar harus menjadi program pemerintah khususnya bagi masyarakat miskin. pemerintah harus menyediakan anggaran yang cukup untuk membebaskan masyarakta dari buta huruf dan buta informasi. c. pembangunan infrastruktur pembangunan ekonomi masyarakat desa tidak lepas dari pengadaan infrastruktur, seperti jalan, air bersih, penerangan, dan air irigasi jalan desa akan menunjang distribusi hasil pedesaan dan mempercepat proses pemasaran ke kota. air bersih dan penerangan akan menambah kualitas hidup penduduk. irigasi menunjang produksi pertanian dan perikanan. d. partisipasi masyarakat pemerintah harus mendorong keterlibatan masyarakat secara langsung atau tidak langsung pada proses pembangunan di pedesaan. partisipasi masnyarakat dalam hal perencanaan, pelaksanaan, monitoring (pengawasan), evaluasi, dan pemeliharaan pembangunan. keterlibatan masyarkat dapat diorganisir dengan mengoptimalkan lembaga setempat, lembaga semipemerintah, atau perorangan. pertisipasi masyarakat yang optimal akan menciptakan rasa memiliki atau bukan menjadi penonton melainkan menjadi pemain utama dalam setiap langkah pembangunan. terkait dengan otonomi daerah maka swadaya masyarakat (khususnya penduduk yang lebih mampu) harus diprioritaskan. partisipasi masyarakat dalam pembangunan juga untuk meningkatkan pengawasan. selama ini, pengawasan masih unsur yang lemah sehingga sering terjadi penyimpangan penggunaan anggaran dan rancangan pembangunan. pengawasan yang lemah dari masyarakat akan meningkatkan korupsi sehingga alokasi anggaran menjadi tidak produktif. anggaran pembangunan untuk pedesaan menjadi tidak tepat guna, tidak tepat sasaran, dan disalokatif. masyarakat harus memiliki rambu atau aturan main bagaimana mengawasi proses pembangunan yang terjadi di wilayahnya. e. pembangunan yang berkelanjutan jenis perkembangan, apapun namanya tetap harus memperhatikan kelestarian dan keserasian lingkungan. lingkungan biotik atau abiotik merupakan sumber kehidupan sehingga pembangunan fisik atau nonfisik selalu terkait dengan kelanjutan dan keberadaan penduduk. beberapa masalah lingkungan yang seiring mengganggu kehidupan masyarakat pedesaan adalah penggundulan hutan, polusi air dan udara, pencemaran lingkungan akan menambah penderitaan masyarakat (sakit/cacat). penggundulan hutan akan mengurangi bahkan mematikan sumber air. pemerintah perlu membuat aturan yang tegas dan konsisten untuk menjaga kelestarian sumber daya alam. kehidupan yang perlu dilindungi tidak hanya manusia tetapi makhluk lain yang berguna dalam jangka panjang. penutup simpulan kemiskinan memiliki dimensi yang cukup luas. ada beberapa indikator yang dipakai untuk mengukur tingkat kemiskinan, antara lain tingkat konsumsi beras dan tingkat pendapatan. ada beberapa faktor penyebab kemiskinan, yuitu kemiskinan natural, kemiskinan kultural, dan kemiskinan struktural. usaha yang dapat dilakukan untuk menanggulangi kemiskinan adalah journal the winners, vol. 3 no. 2, september 2002: 105-111 118 meningkatkan kemampuan dasar sumber daya manusia, perubahan struktur sosial budaya masyarakat, pembangunan sumber daya fisik dan manusia, infrastruktur meningkatkan partisipasi masyarakat, dan pengembangan yang berkelanjutan. daftar pustaka arsyad, lincolin. 1992. ekonomi pembangunan. edisi ke-2. yogyakarta: stie ykpn. ndraha, taliziduhu. 1990. pembangunan masyarakat: mempersiapkan masyarakat tinggal landas. jakarta: karya rineka cipta. todaro, michael. 1989. economic development in the third world. fourth edition. longman group limited london. firms` participation in tax …… (gatot soepriyanto, et al.) 85 firms` participation in tax amnesty program engaged in financial reporting manipulation: an empirical evidence from listed companies in indonesia gatot soepriyanto1; yanto indra2; olivia the3; arfian zudana4 1,2,3accounting and finance department, faculty of economics & communication, bina nusantara university jl. k. h. syahdan no. 9, palmerah, jakarta 11480, indonesia 4victoria university of wellington kelburn, wellington 6012, new zealand 1gsoepriyanto@binus.edu; 2yanto.indra@binus.ac.id; 3olivia.the@binus.ac.id; 4zudana.zudana@gmail.com abstract the research investigated the relation between firms participated in tax amnesty programs and their tendency to manipulate financial statements. the research explored some unique research settings during indonesia’s tax amnesty period in 2016-2017. to examine the association, the researchers employed beneish’s m-score model to categorize the firm’s tendency to manipulate its financial statements. as the test variable, it classified the firm’s participation in the tax amnesty program with a dummy variable, 1 if the firm participated, and 0 otherwise. to control the variations in financial statements manipulation, it also included firm size, leverage, and profitability in our empirical model. based on the sample of 796 firm-year observations in the indonesian stock exchange (idx) from the 2012-2017 period, it is found some evidence that firms participate in tax amnesty programs do not engage in financial statements manipulation. further analysis of the corporate tax avoidance measures shows that those firms do not engage in tax avoidance activities either. the results suggest that firms participate in the tax amnesty programs are not necessary ‘bad firms’, and they just participate as a ‘symbolic’ gesture to get some indirect benefits of the program. keywords: tax amnesty, corporate tax aggressiveness, financial reporting manipulation introduction tax is one of the largest sources of revenue for the country with corporate income tax as the largest contributor. to achieve its tax revenue target, the indonesian government has attempted various efforts such as tax incentives for asset revaluation, improving tax administration, access to bank data, and electronic tax payment and submission. unfortunately, despite the government’s best effort to optimize tax revenue, some challenging issues persist. one of the challenges is the different interests between the government and the corporation. while tax is a source of revenue for government; for business, tax is considered a burden that will reduce the net income. such a different perspective leads to non-compliance with taxpayers through corporate tax avoidance and aggressiveness. in indonesia, the issue of corporate tax avoidance and aggressiveness has been around for many years. recently, google, facebook, and twitter have been fined by the indonesia government because of their illegal tax avoidance strategies. google, for example, is suspected of avoiding tax payment in indonesia. this is because google considers its legal entity as a non-permanent business entity in indonesia, which allows them not paying any taxes in indonesia. therefore, in 2016, the indonesian government forced google to pay a tax penalty amounting to 5 trillion rupiah (setyo, 2016). mailto:gsoepriyanto@binus.edu mailto:yanto.indra@binus.ac.id mailto:olivia.the@binus.ac.id mailto:zudana.zudana@gmail.com 86 journal the winners, vol. 20 no. 2, september 2019: 85-93 indeed, the corporate tax avoidance and aggressiveness issues stem from various factors, including the difficulty of the tax authority accessing data and information from the banking sector and the financial sector due to the existence of the law on bank secrecy. issues surrounding taxation also cause many indonesian assets (from entrepreneurs or public officials) to be rushed out to other countries that have a lower tax rate or even a tax-free country. the favorite tax haven countries for the indonesian are the british virgin islands, cook island, delaware (texas), and singapore, as reported in the panama papers (dalby & wilson-chapman, 2019). these assets are certainly not reported in the annual tax return (spt). the government, especially the directorate general of taxes, must respond to this by making a breakthrough or policy in order to bring back the shifted assets as reported in the panama papers (dalby & wilson-chapman, 2019). these assets, therefore, can be used as additional capital to finance indonesia’s development. one of the ways is by issuing a tax amnesty policy. tax amnesty aims to increase state revenues. it also aims to improve taxpayer compliance (muttaqin, 2013). mukarromah (2016) has reviewed that the tax amnesty policy is the beginning of tax reform in indonesia. in general, the definition of tax amnesty is a tax pardon given by the government for individuals or entities indicated to carry out tax avoidance by saving their money abroad or not reported the actual asset in their annual tax return. by reporting the assets and paying fines at low rates, the government increases the willingness of those individuals or entities to bring back their assets to indonesia, and at the same time, to facilitate the government, in this case, the directorate general of taxes to extend the existing taxpayers database. therefore, in 2016, the directorate general of taxes and the ministry of finance has implemented a tax amnesty program. based on law 11 of 2016 concerning tax amnesty, it states that for companies or communities that are not reporting the actual assets, the government grants pardon to taxpayers to report assets that have not been reported. besides that, the government gives benefit such as the elimination of taxes that should be owed, the elimination of tax administration sanctions, and the elimination of taxation criminal sanctions on assets acquired, and previously not reported in the annual tax return (spt), by paying off all tax arrears owned and fees. in other words, it can be said that tax amnesty is a way for taxpayers who have not to comply with reporting actual assets. from the result of the tax amnesty program, which began from 2016 until 2017, the total taxpayers who participated in this program have reached 965.000 people and 191.000 corporate taxpayers (mustami & caturini, 2017). this indicates that many corporates are actually non-tax compliance taxpayers. looking at the results of the tax amnesty period during 2016-2017, the researchers have a unique opportunity to observe and categorize the company’s compliance with the tax report. this is because the government provides a window of opportunity for firms or individuals to report their unreported assets in returns of a certain percentage of fine and penalties. as such, it is plausible that it can be categorized companies participated in tax amnesty as taxpayers who engage in aggressive tax avoidance strategies by manipulating the records of their assets. in addition, it is very likely that the firms participated in tax amnesty also engages in financial statement manipulation since they need to conceal the fled assets to avoid government scrutiny. the relationship between corporate tax aggressiveness and financial reporting aggressiveness has been widely discussed and researched lately. corporate tax aggressiveness often collides with pressure to increase profits. the decision to conduct corporate tax aggressiveness or the aggressiveness of financial reporting is faced with the problem of trade-offs between the two. there are several previous researches, which show the trade-off between accounting and tax financial reporting interests. therefore, it is very important to examine whether the corporate tax aggressiveness and the aggressiveness of financial reporting can be done at the same time. there are still various arguments and conflicting evidence in previous researches. the relationship between corporate tax aggressiveness and financial reporting has been investigated previously by frank, lynch, and rego (2009) in the united states (us). the research is conducted using the companies in graham and tucker samples that are firms` participation in tax …… (gatot soepriyanto, et al.) 87 allegedly involved in tax sheltering cases for the period 1991-2005. frank, lynch, and rego (2009) have found that there is a positive relationship between corporate tax aggressiveness and financial reporting aggressiveness. this indicates that there is no book-tax trade-off which is allegedly caused by the increasing number of tax loopholes that companies can use due to differences in accounting principles and taxation regulations. ko, choi, and kim (2012) have examined the behavior of companies in south korea that are conducting aggressive financial reporting and aggressive tax reporting simultaneously. the results show that the aggressiveness of financial reporting is negatively related to the aggressiveness of tax reporting. this is because the companies in south korea have unique characteristics. besides that, aggressive financial reporting is difficult to unite with the aggressive reporting of taxes because, in south korea, the tax rate is lower. in addition, the rules between accounting and taxation show a lot of conformity and the high rules of law adopted. lennox, lisowsky, and pittmen (2013) have examined the relationship between aggressive tax planning and the frequency of suspected accounting fraud. they have found that tax aggressive companies tend not to commit to accounting fraud. in this case, their result does not support the results of frank, lynch, and rego (2009). likewise, onuma (2013) has found a negative reciprocal relationship between corporate tax aggressiveness and financial reporting aggressiveness in japan. it suggests that both decisions are mutually exclusive, so they cannot be done at the same time. it shows that the decision to do corporate tax aggressiveness will sacrifice the aggressive actions on financial reporting and vice versa. similar research is also conducted in indonesia, where kamila (2014) have found a positive reciprocal relationship between the two decisions, which means there is no trade-off between corporate tax aggressiveness and the aggressiveness of financial reporting. companies that have been proven to do corporate tax aggressiveness are also alleged to aggressive financial reporting, and vice versa. research about tax amnesty programs associated with financial reporting irregularities is conducted by buckwalter et al. (2014). this research has found that firms headquartered in states offering state tax amnesties that are associated with a significantly higher likelihood of engaging in a financial reporting irregularity during the period of the amnesty. however, financial reporting irregularities during the year of the amnesty are only captured for firms headquartered in states offering repeat, but not initial, tax amnesty programs. considering the previous discussion, the investigation on the association between firms participated in tax amnesty, and financial statement manipulation is warranted. this research refers to the research of frank, lynch, and rego (2009); lennox, lisowsky, and pittmen (2013); and buckwalter et al. (2014). the difference between this research and prior research is the inclusion of tax amnesty participation and beneish m-score to detect financial statement irregularities. this research will employ populations from companies listed on the indonesia stock exchange from the 2012 to 2017 period. the tax amnesty program offered by the government has encouraged companies to report assets that previously never been reported. in other words, reporting actual assets that they have. in this case, it can be said that the companies participating in the tax amnesty program tend to manipulate previous annual tax reports. in the spirit to conceal that manipulation, companies may also engage in the aggressive financial reports in order to avoid government scrutiny. the tax amnesty program provided by the government in indonesia provides a unique setting to conduct further research. in that case, the researchers examine the relation between firms participate in tax amnesty and the manipulation in the financial statement. to get a neutral research setting, the researchers test the issue in the period before companies join the tax amnesty program (i.e., before 2016 and 2017) to see whether participants of tax amnesty are engaged in aggressive financial reporting. this research setting allows investigating the firm’s behavior on financial reporting manipulations since participants of the tax amnesty program tend to manipulate their financial report in the period before their tax amnesty participation. as such, this 88 journal the winners, vol. 20 no. 2, september 2019: 85-93 research will seek to answer the following research question: “do firms participate in the tax amnesty program also engage in financial statements manipulations?” based on prior literature and the preceding discussion, the researchers formulate the hypothesis for the research (stated in the alternative form): ha = firms that participated in tax amnesty are associated with financial reporting manipulations. methods the data used in this research are companies listed on the indonesia stock exchange (idx) from 2012 to 2017. companies that have been listed on the indonesia stock exchange are considered as ‘go public’ company, which the financial statements can be accessed directly, and the researchers can obtain the required valid information. the number of populations in this research is 600 companies. this research considers all firms in idx based on a certain criterion. the selection criteria for the companies included in the populations are: (1) company must have the necessary data to calculate independent variables and dependent variable, (2) exclusion of banks, multi finance, securities, and insurance companies, (3) company must conduct an ipo at the year 2012 or before, (4) the financial statement must reported in rupiah, (5) companies are never delisted from idx during research period, (6) companies whose financial statements or all data can be accessed or obtained through the website of the indonesia stock exchange. there are 175 companies remaining based on those mentioned specifications. the sample selection process in this research is depicted in table 1. table 1 companies selection and distribution companies selection firms total firms from idx database (2017) 600 less: financial institution firms (86) less: firms that have initial public offering after 2012 (142) less: firms use dollar currency in financial report (131) less: firms that financial report no completed (51) less: firms that have been delisted (15) total selection of firms 175 to test the hypothesis, the researchers estimate the following multivariate regression model: 𝑀𝑠𝑐𝑜𝑟𝑒𝑖𝑡 =∝ +𝛽𝑇𝐴𝑋 + 𝛾1𝑆𝐼𝑍𝐸𝑖𝑡 + 𝛾2𝐿𝐸𝑉𝑖𝑡 + 𝛾3𝑅𝑂𝐴𝑖𝑡 the dependent variable, m score, is calculated using the beneish m-score model, which captures the manipulation of financial reports. based on beneish (1999), the researchers calculate the score using 8 index, such as: days sales in receivables index (dsri), gross margin index (gmi), asset quality index (aqi), sales growth index (sgi), depreciation index (depi), sales and general administration expenses index (sgai), leverage index (lvgi), and total accruals to total assets (tata). then the results of each index will be included in a model (beneish, 1999), as follows: mscore = 4,840 + 0,920dsri + 0,528gmi + 0,0404aqi + 0,892sgi + 0,115depi – 0,172sgai + 4,679tata – 0,327lvgi. companies with higher m-scores have more possibilities to commit financial report manipulations. the test variable, tax, capture firm participation in the tax amnesty program. it will be coded 1 if the firm participated in the tax forgiveness program in 2016-2017, and 0 otherwise. as discussed earlier, the investigation period is on the year before firm participation in tax amnesty with the firms` participation in tax …… (gatot soepriyanto, et al.) 89 consideration of firms that participated in the tax amnesty are also aggressive in their tax avoidance strategies. as such, the dummy tax variable will be used consistently throughout the investigation period. the investigation period is the years before tax amnesty; in this case, the researchers use the most recent years; 2012 to 2015. consistent with prior studies (e.g., frank, lynch, & rego, 2009; lennox, lisowsky, & pittmen, 2013), the researchers also control for firm size (sizelog natural of total assets, capture in period before tax amnesty), leverage (lev-the ratio of the firm’s long-term debt to total assets, captures in period before tax amnesty), and profitability (roathe ratio of net income to total assets, captures in period before tax amnesty). results and discussions table 2 shows the descriptive statistics for 175 sample companies during the sample period. table 2 descriptive statistics n mean sd min q1 median q3 max m score 796 -2,50 1,22 -10,46 -2,96 -2,64 -2,20 30,46 tax 796 0,40 0,49 0,00 0,00 0,00 1,00 1,00 size 796 14,58 1,66 9,93 13,26 14,67 15,87 19,38 lev 796 0,19 0,23 0,00 0,05 0,13 0,24 2,52 roa 796 0,07 0,09 -0,48 0,02 0,05 0,10 2,78 notes: m score = defined as financial reporting manipulation using beneish m score model. tax = defined as tax aggressiveness, code 1 if the company participate in tax amnesty program and 0 if not participate. size = log natural of total assets, lev= the ratio of the firm’s long-term debt to total assets, roa is measured as profitability by divided net income with total asset. it can be seen from table 2 that the average number m score is -2,50 with standard deviation amounting to 1,22 and median -2,64. the tax amnesty measure (tax) has mean value 0,40 or 40% the observation in this research participated in tax amnesty program. firm size (size) has mean value 14,58, while its median value is 14,67. the average leverage (lev) is 0,19 and the median value is 0,13. the mean profitability (roa) is 0,07 or 7%, while the median value is 0,05. table 3 shows the correlation matrix of variables used in this research. table 3 correlation matrix m score tax size lev roa m score 1,000 tax -0,051 1,000 size 0,040 0,068 1,000 lev 0,055 0,083 0,015 1,000 roa -0,062 -0,101 0,136 -0,129 1,000 notes: m score = defined as financial reporting manipulation using beneish m score model. tax = defined as tax aggressiveness, code 1 if the company participate in tax amnesty program and 0 if not participate. size = log natural of total assets, lev= the ratio of the firm’s long-term debt to total assets, roa is measured as profitability by divided net income with total asset. table 4 reports the results from the estimation of the empirical model. it presents the results from a model that uses firms’ participation in tax amnesty programs for the test variables and financial report manipulation as the dependent variable. column m-score presents the regression results using 90 journal the winners, vol. 20 no. 2, september 2019: 85-93 firms participate in tax amnesty programs as the test variable. it shows that the coefficient on tax is negative (-0,174) and significant at the 10 percent level (t-statistic = 0,052). to complement the results, sensitivity analysis is also performed. the researchers use the difference of actual value in m-score with the m-score’s threshold value for the firm’s manipulation (-2,22) as the dependent variable. the results (unreported) are qualitatively similar. the results presented in table 4 show that the companies participating in tax amnesty that can be considered aggressive towards taxation, have a negative significant relation with the manipulation of financial statements. as such, the alternative hypothesis (ha) is accepted. it can also be conceived that the companies participating in the tax amnesty are not manipulators of financial statement. the result, therefore, supports the previous researches, which finds that aggressive tax activities are negatively related to the aggressive financial statement; for example, onuma (2013). table 4 linear regressions of firms participate in tax amnesty program on financial report manipulation and control variables variable sign m-score standard error tax -0,174 0,089 0,052* size + 0,028 0,028 0,314 lev + 0,072 0,319 0,822 roa + 1,053 0,551 0,056* cons ? -2,392 0,486 0,00 year and industry fixed-effects yes adjusted r2 0,052 prob>f 0,0091 f-statistics 2,08 observation size 796 notes: this table presents regression results of financial report manipulation (beneish m score) on firms participate in tax amnesty program (dummy 1 and 0) and control variables. all variables are defined in appendix a. *, **, and *** indicate statistical significance at the 10%, 5%, and 1% levels, respectively. significance levels are for one-tailed t-tests where a predicted direction is provided, two-tailed otherwise. this result is different from frank, lynch, and rego (2009), where they find a positive relationship between tax aggressiveness and financial statements. frank, lynch, and rego (2009) have stated that companies can do both actions at the same time due to the increasing number of tax gap that can be utilized by companies and differences in accounting principles with tax regulations. this research’s results are also different from lennox, lisowsky, and pittmen (2013), where they find no significant relationship between aggressive tax actions and aggressive financial statements. they argue that government scrutiny may impair the motivation of firms to commits in both aggressive tax activities and financial reports. however, this research’s result is consistent with onuma (2013), who has found that aggressive financial reporting is negatively related to tax aggressiveness. onuma (2013) has argued that the negative relation between aggressive financial reporting and tax activities cannot be done because if companies decide to do so, they need to report low profits, which can be a bad signal for the investors. specific for the control variables, the researchers only find a significant result for profitability as measured by roa. it shows that roa is positively (1,053) and significant at 5% related to m-score. it indicates that profitability has a positive significant effect on aggressive financial statement actions. firms` participation in tax …… (gatot soepriyanto, et al.) 91 the result is similar to frank, lynch, and rego (2009); kamila (2014) that find that profitability has a significant effect on financial report manipulation. this shows that more profitable firms tend to manipulate their financial statements. this might be related to the condition that more profitable firms face greater public expectations regarding their performance. to support our baseline result, the researchers further examine the relation of participation in tax amnesty with aggressive tax activities. in doing so, the researchers test the relation between participation in tax amnesty with three proxies to measure the level of tax aggressiveness: effective tax rate (etr), cash tax rate (ctr), and book tax difference (btd). the test is conducted by comparing the means of etr, ctr, and btd for firms participated in tax amnesty and not participated. table 5 shows the test using etr. table 5 t-test (etr – tax) group obs mean std err sd 0 480 0,218 0,025 0,549 1 316 0,225 0,028 0,510 diff -0,007 0,037 diff = mean (0) –mean (1) t = -0,1639 ho : diff = 0 degrees of freedom = 794 ha; diff < 0 ha: diff! = 0 ha: diff! > 0 pr(t,t) = 0,4349 pr([t]) > [t] = 0,8698 pr(t >t] = 0,5651 table 5 shows that there is no significant difference in etr between firms participating in tax amnesty and their counterparts. table 6 shows the test using ctr. it shows that the mean of ctr for tax amnesty participating firms is significantly different at 10% from their counterparts. it shows that the ctr for participating firms is higher compared to non-participating firms. it indicates that participating firms are less likely to engage in tax aggressive activities. table 6 t-test (ctr – tax) group obs mean std err sd 0 480 0,322 0,045 0,995 1 316 0,466 0,076 1,366 diff -0,144 0,083 diff = mean (0) –mean (1) t = -1,720 ho : diff = 0 degrees of freedom = 794 ha; diff < 0 ha: diff! = 0 ha: diff! > 0 pr(t,t) = 0,042 pr([t]) > [t] = 0,085 pr(t >t] = 0,957 the result using btd measure is presented in table 7. it shows that the participating firms have higher btd, significant at 5%, compared to non-participating firms. table 7 shows that the btd for participating firms is 0,036, while it is 0,023 for non-participating firms. this suggests that for btd, participating firms exhibit greater tax avoidance levels compared to non-participating firms. the results generated by investigating the relation between tax amnesty and tax avoidance show that firms participating in tax amnesty are not aggressive on their tax activities, except for btd measure. overall, 92 journal the winners, vol. 20 no. 2, september 2019: 85-93 the researchers find an indication that companies participating in the tax amnesty program are not engaged in aggressive tax activities. furthermore, the researchers also find that participation in the tax amnesty program is related to lower financial statements manipulation. table 7: t-test (btd – tax) group obs mean std err sd 0 480 0,023 0,003 0,077 1 316 0,036 0,004 0,077 diff -0,013 0,005 diff = mean (0) –mean (1) t = -2,325 ho : diff = 0 degrees of freedom = 794 ha; diff < 0 ha: diff! = 0 ha: diff! > 0 pr(t,t) = 0,0102 pr([t]) > [t] = 0,0203 pr(t >t] = 0,9898 conclusions in this research, the researchers investigate the association between participation in the tax amnesty program and financial report manipulation. it finds that participation in the tax amnesty program is related to lower financial statements manipulation. this, therefore, provides supporting arguments to the previous researches. further, the additional analysis finds that that firms participating in tax amnesty are not engaging in tax aggressive strategies as reflected by their etr and btd levels. the researchers predict that firms participate in tax amnesty program is merely to obtain the benefits from the program such as (based on law no. 11 of 2016): (a) elimination of taxes that should be owed (pph and vat), elimination administrative sanctions, and criminal sanctions; (b) elimination from administrative sanctions for tax assessments that have been issued, (c) no tax audit, examination of preliminary evidence, and investigation into taxation crime; (d) termination of tax audits, examination of preliminary evidence and investigation of criminal acts in taxation. besides that, the researchers also examine the relationship between tax amnesty and financial reports aggressiveness using only beneish m-score. future research may fill the gap by examining the issue using other financial manipulation measures. further, they can also examine the issue in a more specific area, such as manipulation of the financial report in the tax area, for example, using restatement of financial statements in tax account. references beneish, m. d. (1999). the detection of earnings manipulation. financial analysts journal, 55(5), 2436. buckwalter, n. d., sharp, n. y., wilde, j. h., wood, d. a. (2014). are state tax amnesty programs associated with financial reporting irregularities? public finance review, 42(6), 774-799. https://doi.org/10.1177/1091142113499397. https://doi.org/10.1177%2f1091142113499397 firms` participation in tax …… (gatot soepriyanto, et al.) 93 dalby, d., & wilson-chapman, a. (2019). panama papers helps recover more than $1,2 billion around the world. retrieved from https://www.icij.org/investigations/panama-papers/panama-papershelps-recover-more-than-1-2-billion-around-the-world/. frank, m. m., lynch, l. j., & rego, s. o. (2009). tax reporting aggressiveness and its relation to aggressive financial reporting. the accounting review, 84(2), 467496. kamila, p. a. (2014). analisis hubungan agresivitas pelaporan keuangan dan agresivitas pajak. finance and banking journal, 16(2), 228-245. ko, j. k., choi, e. h., & kim, w. y. (2012). the relation between aggressive financial reporting and aggressive tax reporting: korean evidence. korean accounting journal, 21(3), 95-130. lennox, c., lisowsky, p., & pittmen, j. (2013). tax aggressiveness and accounting fraud. journal of accounting research, 51(4), 739-778. mukarromah, a. (2016). tax amnesty sebagai awal reformasi pajak. inside tax magazine, 37, 1-69. mustami, a. a., & caturini, r. (2017). ada 956.000 wp yang ikut tax amnesty. retrieved on november 11th 2018 from http://www. nasional.kontan.co.id. muttaqin, z., (2013). tax amnesty di indonesia. bandung: refika aditama onuma, h., (2013). tax reporting aggressiveness, financial reporting aggressiveness, and multinational corporate development evidence from japan. ssrn electronic journal, 1-31. doi: 10.2139/ssrn.2231803. republik indonesia. (2016). undang-undang republik indonesia nomor 11 tahun 2016 tentang pengampunan pajak (lembaran negara republik indonesia tahun 2016 nomor 131, tambahan lembaran negara republik indonesia nomor 5899). jakarta: sekretariat negara. setyo, a. (2016). google nunggak pajak lebih dari rp 5 triliun di indonesia. retrieved on november 11th, 2018 from http://www.liputan6.com. https://www.icij.org/investigations/panama-papers/panama-papers-helps-recover-more-than-1-2-billion-around-the-world/ https://www.icij.org/investigations/panama-papers/panama-papers-helps-recover-more-than-1-2-billion-around-the-world/ https://www.researchgate.net/journal/1556-5068_ssrn_electronic_journal http://dx.doi.org/10.2139/ssrn.2231803 http://www.liputan6.com/ ease of online ojek service …… (hariyatno et al.) 85 ease of online ojek service grows consumer loyalty hariyatno1; dotty wimpertiwi2; isanawikrama3; adhi bawono4 1,2,3,4 binus entrepreneurship center, management departement, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1hariyatno_3011@yahoo.com; 2dwimpertiwi@binus.edu; 3isanawikrama@binus.ac.id; 4adhi.b@binus.ac.id abstract the purpose of this research was to find out why people in the city of bogor tend to be loyal to ojek online compared to other public transportations. this research conducted in bogor that used descriptive and verification methods by taking 115 samples of consumers of all fleets motorcycle ojek online in bogor. the data were taken randomly by using iteration calculation as much as three times. data analysis used multiple regression analysis. the result of the research shows that the most significant customer loyalty of sub-variable of service quality is reliability. of the overall population, sub-service quality variables affect customer loyalty 89,5% and the remaining 10,5% is influenced by other factors not examined in this research. keywords: ease of service, ojek online, consumer loyalty introduction changes in world’s economic behavior have an influence on the entire nation, no exception indonesia. the created modern lifestyle actually provides an easy way to meet the prospective consumer expectations so that it can change the lifestyle tastes in the production and consumption, values, identity, and individual interests. one of the necessities is an easily accessible and affordable transportation means. the operation of transportation means, there is an ojek online in indonesia. an ojek is a privately owned motorcycle taxi that can take the passengers almost anywhere they want as long as the driver knows where it is (mumun, 2010). while the ojek online is combining the functions of motorcycle and ict/information and communication technology (indraprahasta, 2016). the operator uses two ways online known as ojek online where the user of this transportation equipment uses merely the smartphone to get the inter-service while knowing how much the cost should be in the pay without meeting each other and bargaining to get the service. it is easy and supported by the affordable cost. then online ojek option is the favored option for some people in bogor to support their daily activities. with the number of population that continues to grow from year to year, where indonesia occupies the fourth position of the entire world with a population of 260 million people, bogor based on the 2010 census has 4.771.932 inhabitants (badan pusat statistik provinsi jawa barat, 2010). the number of population is growing along with the increase of transportation equipment needs in bogor city area. this is very necessary for supporting daily activities. a wide range of transportation modes is available in every region of bogor, starting from private transportation such as cars, motorcycles, trucks, and others to traditional andong as well as modern transportation such as microbus, buses, trains, including online-based transport. the central bureau of statistics said that the number of motorcycles in indonesia reaches 105.150.082 units in 2016. data from the central agency statistics based on table 1 showing the number of motorcycle production in indonesia that continues to increase from year to year. mailto:hariyatno_3011@yahoo.com mailto:dwimpertiwi@binus.edu mailto:isanawikrama@binus.ac.id mailto:adhi.b@binus.ac.id 86 journal the winners, vol. 19 no. 2, september 2018: 85-94 table 1 number of motor vehicles (units) year 2011 to 2016 type vehicle years 2011 2012 2013 2014 2015 2016 passenger car 9.548.866 10.432.259 11.484.514 12.599.038 13.480.973 14.580.666 bus car 2.254.406 2.273.821 2.286.309 2.398.846 2.420.917 2.486.898 freight cars 4.958.738 5.286.061 5.615.494 6.235.136 6.611.028 7.063.433 motorcycle 68.839.341 76.381.183 84.732.652 92.976.240 98.881.267 105.150.082 amount 85.601.351 94.373.324 104.118.969 114.209.260 121.394.185 129.281.079 (source: bps 2011 to 2016) while production data according to aisi, the number of motorcycles that are produced for domestic and exsport period of 2011 to 2016 can be seen in table 2. table 2 production of motorcycles for export and domestic from 2011 to 2016 year wholesales exports 2011 8.012.540 30.995 2012 7.064.457 77.129 2013 7.743.879 27.135 2014 7.867.195 41.746 2015 6.480.155 228.229 2016 5.931.285 284.065 (source: aisi/asosiasi industri sepeda motor indonesia, 2016) table 1 describes the growth of users of four-wheeled and two-wheeled vehicles of various types, while table 2 based on information from aisi, there is a growth in sales and export of twowheeled vehicles that continue to rank up from 2011 to 2016. it is illustrating that along with the population growth; it triggers the increasing needs and demands of the community for adequate transportation facilities. it is also influenced by the times that require people to move more efficiently and more quickly and affordable to achieve the goal. in addition, an easy way to get a motorcycle by credit causes the increased vehicle volume in big cities like jakarta, bogor, bandung, surabaya, and denpasar. congestion in major cities in indonesia especially in bogor has been increasing so that the traffic flow of the highway seems paralyzed and helpless, especially during the busy hours. of course, this is detrimental to citizens because of disrupted mobilization impact on productivity decreased. bogor is one of the cities in indonesia that known as the city of rain, tourism, and culinary. those become the main attraction of local and international tourists to visit. public transportation in bogor is very diverse; there are gigs, buses, public transportation, and others. the number of existing means of transportation has triggered road congestion and the growth of private transportation figures, whether motor vehicles or cars every year. currently, the level of public transportation convenience in bogor, in particular, begins to complain that is caused by several factors. public vehicle maintenance is often overlooked, for examples in transpakuan buses. there are conditions and criminal acts that disturb government policies to apply the one-way route. it makes the longer travel time, and congestion due to open traffic as the local government regulator has not been able to maximize comfort in terms of transportation arrangements. based on these problems, furthermore it can be identified problem of research that ojek online is the right choice when other transportation have not able to give service especially in case of fast at the time of jam and which related to service quality with tangible, empathy, responsiveness, reliability, and assurance on vehicle transportation service company (motorcycle taxi online). it is a factor capable of influencing a person in determining the choice of public transportation. ease of online ojek service …… (hariyatno et al.) 87 the ease of motorcycle credit and comfort level of public transportation such as buses and public transportation that has been felt by the society is getting reduced so that ojek is one of the alternatives that can be chosen by the community. motorcycles are valued for many benefits to certain groups of people that have either routine or periodic movement. other advantages of this transportation means are more because the scope of services that are not restricted to certain routes such as other public transportation, do not have a fixed schedule, capable of providing services that are on time and affordable. it is also expected to change the public perception on the chaotic public transport then is born ojek online to anticipate the inconvenience problems of the existing means of transportation. online ojek is created as an answer to these problems by using an online-based application that is combined with google maps to calculate the costs. in bogor within the last four years, there is an increase in ojek online operation from 1.524 units in 2003 to 5.583 in 2008. allegedly its use is influenced by the existence of the factors of service quality and affordable prices that result in the users’ loyalty to this service. when compared to a conventional motorcycle taxi, other public transportation like angkot (angkutan umum) has convenient cost, but it is inefficient and uncomfortable. the customers are now beginning to be critical and clever in determining what public facilities they will use. these individual transportation service providers must be keen to read what the prospective customer needs and must have a competitive advantage, which forms of excellence as the main attraction. the other more significant advantages, in particular, are easiness of service with the rational price and offering and giving things different from its competitors. almost the whole public transportation business aims to attract potential customers, these differences will be able to attract the potential customers to be loyal customers, or it is called by consumer loyalty. entrepreneurs or individual actors that are engaged in public transportation management must be able to provide their best by always improving the quality of service so that the loyal customers who are satisfied with the service will introduce it to anyone they know. the next stage of the loyal customers is by extending their loyalty to other products that are made by the same manufacturer. in the end, they are the consumers who are loyal to the certain product. according to griffin (2007), customer loyalty is a purchase behavior that is defined by random purchases that expressed over time by multiple decision-making units. transportation is a mean to transport people or goods from one place to another. the goal is to help people or groups of people reach the desired places, or deliver goods from their place of origin to the destination. the process can be done using transportation means in the form of vehicles or without vehicles (transported by people). public transportation is a passenger transport which is done by rent or pay system that includes urban transport (buses, minibusses, etc.), trains, water transport, and air transport (warpani, 2002). based on government regulation number 74 year 2014 concerning transportation of chapter 1 on the general provisions of paragraph 1 mentions that transport is the movement of people and/or goods from one place to another by vehicle, and chapter 1 paragraph 2, general vehicle is every vehicle motorized that used for the transport of goods and/or persons with a fee. according to pakambanan (2015), go-jek is different from motorcycle taxi because it is an online motorcycle taxi which is the way of booking can only be done through its application in the smartphone. besides, go-jek online does not only serve the services of people, such as motorcycle taxi in general but also serves the other services. there are four services including instant courier, transport, go-food (food delivery), and shopping. various definitions of quality can be encountered in a variety of literature that is largely different because of the perspectives and settings used. quality can be defined as the philosophy of the japanese as a zero-defect; doing it right the first time or in other words working correctly in one work, without repetition without error. the definition of service quality is centered on efforts to meet customer needs and desires and the accuracy of delivery to compensate for customer expectations. according to wyckof in nasution (2004), service quality is the expected level of excellence and 88 journal the winners, vol. 19 no. 2, september 2018: 85-94 control over the level of excellence to meet customer desires. furthermore, tjiptono and chandra (2005) have suggested two main factors affecting service quality is perceived service and expected service. perceive service is customer perceptions of the actual service they receive. quality must start with the consumer's needs and end in customer perception. this means that a good quality image is not the perspective or perception of the service provider but rather based on the customer's perspective or perception. while expected service is the actual service is expected/ desired. in the context of quality (goods and services) and satisfaction, there has been a consensus that customer expectations have a great role as a factor of quality evaluation comparison. according to kotler in alma (2016), there are five dominant factors or determinants of quality of service quality; they are tangible, empathy, quick response (responsive), reliability, and certainty (assurance). tangible is namely in the form of physical appearance, equipment, and various good communication materials. empathy is namely the willingness of employees to care more about giving personal attention to the customers. for example, employees should try to position themselves as customers. if the customers complain then the solution must be sought immediately in order to always awake harmonious relationships, by showing a genuine sense of care. that attention given by the employees in serving is considered as the response to the complaints of consumers. quick response (responsiveness) is the willingness of employees to help customers, provide the services quickly, and address consumer complaints. it shows the employees desire in helping and providing services with responsiveness, the ability to provide services quickly and correctly, the alertness of the employees to friendly work with every consumer. reliability is the ability to provide services in accordance with the promised, reliable and accurate, and consistent. the examples are the ability of employees in providing the best service, the ability of employees to handle consumer needs quickly and correctly, the ability of the company in providing good service in accordance with consumer expectations. and certainty (assurance) is the ability of employees to generate confidence and confidence in the promise that has been presented to consumers. examples include employee knowledge and skills in performing their duties, reliability, trusted, and good technical skills. customer loyalty in consumer behavior where smart prospective customers must have been able to choose and sort what they will use especially in the digital era where everything can be obtained easily with their smartphones. whatever the desired that can be obtained, the ease of access is an alternative for consumers and opportunities for managers, especially the transportation of public transport. the competition also occurs between the managers of public transportations. prospective consumers will undoubtedly follow the trend that is easy access and a relatively affordable price in using public transportation. moreover, here the foresight managers, especially ojek online will be able to take this opportunity in winning the competition with convenience to prospective customers. to effectively win the competition is to providing loyalty and customer satisfaction through service delivery and competitive pricing to encourage customers to carry out repeat buying. according to griffin (2007), loyalty is defined as non-random purchase expressed by some decision-making unit. based on that definition, loyalty is a behavior that tends to remain in carrying out the purchasing decisions where the decision to rule out other factors that influence. in other words, loyal customers are customers whose purchasing decisions do not take into consideration factors such as price, quality, distance, and other attributes that influence the choice, because potential customers think they will buy and enjoy if they are able to fulfill their desires and satisfaction with criteria they want. the process stages are traversed within a certain period, with attention given to each stage of growth, and each stage has special needs. by recognizing each stage and meeting the specific needs that are concerned about the behavior of potential customers, managers have a greater opportunity to turn potential buyers into loyal customers. according to griffin (2005), there are seven stages of one’s growth into the loyal customer. the first is the suspect. the suspect is the person who may buy your product or service that is called as a guess because it is believed or suspected they will buy, but it is still not quite sure. second is the ease of online ojek service …… (hariyatno et al.) 89 prospect. prospect is a person who needs the product or service and has the ability to buy. even though the suspect has not bought, he/she may have heard and read of about the product, and there is someone who recommends the product to him/her. prospect may know the product well, but they still have not bought the product. the third is the qualified prospect. the qualified prospect is a prospect you have learned enough to know what they do not need or have the ability to purchase the product. fourth is the first time customer. the first customer is the person who has bought the product once. the person may be the competitor's customer. fifth is the repeat customer. repeat customers are people who have purchased the product twice or more. they may have purchased the same product twice or purchased different products or services on two or more occasions. sixth is the partner (client). a client buys everything that he/she may use. this person buys regularly, and the employees should try to create a relationship that will keep him/her interested in not falling into the hands of competitors. moreover, the seventh is the advocate. like a partner, an advocate buys all products that he/she can use and buy on a regular basis. in addition, an advocate will try to find someone else to buy the products. an advocate talks to the seller, markets the products, and brings the customers to the seller. consumers who become loyal to certain goods and services are caused by the good quality of service and satisfaction. the good quality and satisfactory of services can provide maximum benefits for consumers, and they will feel loyal and show the positive attitude towards the manufacturer (service provider) consistently. the existence of the relationship between service qualities to consumer loyalty is expressed by zeithaml in ponirin (2005). he has said that the customer loyalty depends on the level of customers services quality, their believe, and customer loyalty. from the definition clearly shows that there is a positive relationship between service quality and consumer loyalty. whereby improving the quality of services performed on an ongoing basis by the company will lead to loyalty from its customers to the company and provide a push to consumers to establish a strong relationships with the company. in the term of this bond, it can make the company better understand consumer expectations and their needs carefully. methods this research is descriptive and verification studies by using the quantitative method with 115 respondents from the entire population in bogor. the objects are the users of ojek online that are using it almost every day. the population is the 115 ojek online’s users who have been using it for a year. this research is done by interviewing and using the questioner to the users of both online and conventional public transport. all data obtained are analyzed using microsoft excel and spss program. the researchers use descriptive research to achieve the objectives of the first and second research. those are to understand and examine the application of each indicator of service quality that is provided by online motorcycle taxi in bogor by reviewing and knowing the extent of loyalty users’ ojek online in this city. figure 1 shows the flow of reseach method. the basis of this verification research is used to examine the relationship between independent variables and the dependent variable that aims to know how significant influence of the five indicators of service quality in creating customer loyalty (y) on ojek online transport in bogor simultaneously or partially. the regression model is used to analyze the direction of the relationship of various independent variables to a dependent variable. the formula for multiple linear regressions is as follows: y = a ±βx1 ±βx2 ±βx3 ± βx4± βx5±βxɛ. figure 2 shows the research paradigm of five dominant factors or determinants of quality of service quality and its relation with customer loyalty. 90 journal the winners, vol. 19 no. 2, september 2018: 85-94 start charging questionnaire process data data presentation use the information in spss information from the sample evaluate answers to analyze information drawing conclusions about consumer loyalty processing results yes no figure 1 the flow of reseach method figure 2 research paradigm determination of sample that used for this research is calculated using iteration method. according to sitepu (1994), the use of iteration method to test the hypothesis is namely multiple regression analysis. it is basically calculated from the correlation coefficient between variables. calculation by using three times iteration calculation to obtain the minimum sample used in this research is 115 respondents. the sampling method used in this research is non-probability sampling, in which each object in a homogeneous population has an equal opportunity to be used as the research sample. the sampling technique used is purposive sampling. as the name implies, the sample is taken for a specific purpose. someone or something is taken as a sample because the researchers assume that someone or something has the information needed for this research. the criteria specified for sampling in this research is the consumer of motorcycle taxis online in bogor area. ease of online ojek service …… (hariyatno et al.) 91 figure 3 shows five sub variables about service quality. it can be seen that the average of each question has almost the same value. however, in the sub variable reability has a higher value, while sub-variable emphaty has the lowest value. empathy in this case is the company’s sense of concern to consumer desires, respond to consumer complaints, and maintain good relationships with consumers. it is noteworthy that in the future for the online motorcycle taxi drivers are able to create better relationships with consumers, to know their wishes, and respond more to customer complaints to the company. as for the sub variable of reability with the greatest average value must be able to be maintained and enhanced. consumers who have felt that the company has been able to rely on more demands that can change as the times change. therefore the company itself must be able to answer these challenges in the future. figure 3 respondents assessment recapitulation concerning service quality results and discussions the 115 respondents are the users of various public transportations in of bogor where the choice of transportation used between women and men can be seen in table 3. table 3 the choice of public transportations by men and women in bogor type of transportation male female total angkot 10% 9% 19% ojek offline 8% 7% 15% ojek online 26% 17% 43% transpakuan 4% 2% 6% sembarang 9% 8% 17% total 100% source: questionnaire intelligence and the sensitivity of prospective consumers are now beginning to materialize this in proving from how potential customers, especially the users of public transportation. they no longer want to make choices based solely on the recommendation of others but from what they see and feel by trying to experience. table 3 shows that ojek online becomes the option and ranks first with a total value of 43% as a means of transportation that is used both men and women from 115 respondents. table 4 shows how the customers choose the means of transportation. 92 journal the winners, vol. 19 no. 2, september 2018: 85-94 table 4 advantages and disadvantages of existing public transportations in bogor type of transport advantages disadvantages angkutan umum (city transport) a) it has many fleets. b) the fee is relatively cheap. c) it can be on charters. d) it can avoid the customers from rain and sunlight. a) there is the traffic jam. b) it is often on strike. c) for the close distance, it is relatively expensive. d) the chartered price will be expensive if the customers are not good in bargaining. ojek offline a) it is in everywhere. b) prices are negotiable. c) it can be used for goods and passengers. a) the drivers ask too high price. b) the drivers often reject the orders. c) minimum safety standards; helmet style, the most of motorcycles are not feasible, no driver license. d) inconsiderate e) the customers can get rain or sunlight. ojek online a) easily order wherever and whenever as long as there is the connection and the application. b) the sufficient passenger safety standards and complementary means such as masks and raincoats for passengers. c) rates are adjusted to the distance traveled. d) the drivers are polite and good in serving passengers. e) trusting in delivering passengers, good, and documents. a) it can be only ordered via online. b) sometimes the use of gps as a benchmark is less accurate that can not be 100% to the destination. c) there is rain/sun. d) the unilateral cancellation by an online motorcycle driver. transpakuan (bus) a) price is relatively cheap for medium distance. b) there is a stop in place of strategic place. c) it is comfortable and there is air conditioner. d) the scheduled departures are in sequence. a) for close range is relatively expensive. b) it stops only at certain stop shelters. c) sometimes the air conditioner is broken. d) the condition of the fleet is less well maintained. from the data in table 3 and the supported software spss, it is known that the average value of the seven statements regarding consumer loyalty can be seen that the greatest value is at the prospect stage. this indicates that consumers in bogor choose the motorcycle taxi online more than other public transport services. according to griffin (2005), a prospect is a person who needs your product or service and has the ability to buy. however, there are still elements that need to be considered and followed up so that ultimately consumers will get the last loyal stage; they will recommend it to others to use online motorcycle taxi services, which in the research results of this stage is the advocate to the lowest value of the responses of respondents. based on the results of data processing can be made in the form of lane diagrams and structural equations (figure 4). by including the estimated coefficient of the data processing result, the path diagram and structural equation can be seen in figure 4. ease of online ojek service …… (hariyatno et al.) 93 figure 4 the line chart based on the path diagram in figure 4, there is the structural equation: y = 0.028+0.097x1+0.013x2+0.293x3+0.438x4+0.099x5 (1) this means that the quality of service is considered constant, then the customer loyalty will amount to 0,028 times if the quality of service value or consumer value assume that there is no quality of service at all. the customer loyalty will increase as the value of sub-variable x increases. based on the description in table 4, the users of public transport have become smarter by comparing the advantages and disadvantages of each means of transportation that they will use. so according to them, after comparing and feeling it by themselves, they tend to prefer ojek online than other existing public transportation in bogor. it is supported by data in table 3 where ojek online has a weight of 43% because of its convenience of services that are perceived by its users. conclusions based on the observations and research conducted on the general users, ojek online in bogor are met the needs of consumers today in terms of quality of service. it makes the customers be loyal to use this application. it can be seen that the subchapter of the variables about the quality of service that the average of each question that has almost the same value. however, in the sub-variable reliability has a higher value, while sub-variable empathy has the lowest value. empathy, in this case, is the company's sense of concern to consumer desires, respond to consumer complaints, and maintain good relationships with consumers. the average value of the seven statements about consumer loyalty can be seen that the greatest value is at the prospect stage. it indicates that consumers choose ojek online in bogor when it requires public transportation services that are not just easier and cheaper. however, there are still elements that need to be considered and followed up so that ultimately consumers will reach the last loyal stage so willing to recommend to others to use it, which is in the research results of this stage is the advocate to the lowest value of the responses of respondents. based on the results of research, it appears that the coefficient of determination (r2) of 0,895 means 89,5% customer loyalty variables can be influenced by independent variables that are five indicators of service quality variables. moreover, the remaining 10,5% affects the loyalty of ojek online at bogor. seeing the great influence between the quality of service to customer loyalty, then this becomes an advantage for the company. because of the increasing quality of service then it is also increasing the customer loyalty. 94 journal the winners, vol. 19 no. 2, september 2018: 85-94 to see the influence of which variables are the largest, it can be concluded that the most influential reliability in increasing the loyalty of online taxi drivers in bogor. reliability is meant in this case is how the ability of managers in providing services that can ultimately lead to confidence in consumers, how accurate the drivers in performing services to consumers, and able to be consistent in services provided to consumers. so this will give the biggest influence in fostering consumer confidence in using ojek online, that ojek online in the future to be able to survive even if need to improve the ability both personal and professional. references alma, b. (2016). kewirausahaan. bandung: alfabeta. association of motorcycle industry indonesia/aisi. (2016). domestic distribution and export. retrieved from http://www.aisi.or.id/statistic/. badan pusat statistik provinsi jawa barat. (2010). jumlah penduduk berdasarkan hasil sensus penduduk (sp) di jawa barat, 1980-2010. retrieved from https://jabar.bps.go.id/statictable/2015/04/02/42/jumlah-penduduk-berdasarkan-hasil-sensuspenduduk-sp-di-jawa-barat-1980-2010.html. pakambanan, b. w. (2015). tinjauan hukum pelaksanaan pengangkutan barang melalui layanan gosend go-jek indonesia. unpublished thesis. makassar: universitas hasanuddin. griffin, j. (2005). customer loyalty: how to earn it, how to keep it. translated by dwi kartini yahya. jakarta: erlangga. griffin, j. (2007). customer loyalty. jakarta: erlangga. indraprahasta, g. s. (2016). ojek ride-sharing in indonesia: a new urban mobility. retrieved from http://theprotocity.com/ojek-ride-sharing-in-indonesia-a-new-urban-mobility/. nasution, m. n. (2004). manajemen jasa terpadu. jakarta: pt. ghalia indonesia. mumun. (2010). ojek – an alternative transportation. retrieved from http://indohoy.com/tips/ojekalternative-transportation/. ponirin. (2005). manajemen usahawan indonesia. retrieved from https://repository.widyatama.ac.id/xmlui/bitstream/handle/123456789/7597/daftar%20pustak a.pdf?sequence=14. republik indonesia (2014). peraturan pemerintah no.74 tahun 2014 tentang ketentuan umum angkutan jalan lembar negara 2014. presiden republik indonesia jakarta. sitepu, n. s. k. (1994). analisis jalur. jakarta: unit pelayanan statistik. tjiptono, f., & chandra, g. (2005). service quality dan satisfaction. yogyakarta: andi. warpani. s. p. (2002). pengelolaan lalu lintas dan angkutan jalan. bandung: institut teknologi bandung. http://www.aisi.or.id/statistic/ https://jabar.bps.go.id/statictable/2015/04/02/42/jumlah-penduduk-berdasarkan-hasil-sensus-penduduk-sp-di-jawa-barat-1980-2010.html https://jabar.bps.go.id/statictable/2015/04/02/42/jumlah-penduduk-berdasarkan-hasil-sensus-penduduk-sp-di-jawa-barat-1980-2010.html http://theprotocity.com/ojek-ride-sharing-in-indonesia-a-new-urban-mobility/ http://indohoy.com/tips/ojek-alternative-transportation/ http://indohoy.com/tips/ojek-alternative-transportation/ https://repository.widyatama.ac.id/xmlui/bitstream/handle/123456789/7597/daftar%20pustaka.pdf?sequence=14 https://repository.widyatama.ac.id/xmlui/bitstream/handle/123456789/7597/daftar%20pustaka.pdf?sequence=14 microsoft word 01_indra_analisis.doc analisis kecenderungan … (indra tjahjani) 1 analisis kecenderungan pemakaian portal ‘distribution store’ oleh kawula muda indra tjahjani1 abstract the development of industry trend fashion in indonesia increased rapidly. the monetary crises in 1998 pushed the fashion industry more. the youngster tried to produce their own identity group by themselves. it was started by skater group from bandung 347, from jakarta locker and, followed by cynical md. the fashion that they introduced to the young people became trendsetter. their business was known as indie label (shorten for independent label) and their shop is called distro (shorten for distribution store), a small shop that sold community merchandises. amazingly the buyers or costumer came from all over big cities in indonesia. keywords: distribution store, youngster, fashion abstrak perkembangan tren industri fesyen di indonesia tumbuh dengan cepat. krisis moneter di tahun 1998 mendorong industri fesyen. kawula muda mencoba memproduksi sendiri identitas kelompok mereka. dimulai oleh grup skater di bandung dengan nama 347, di jakarta locker dan disusul dengan cynical md. bisnis seperti itu lebih dikenal oleh kalangan muda dengan sebutan indie label (kependekan dari independent label) sedangkan ‘toko’nya disebut distro (kependekan dari distribution store). mengherankan karena pembelinya adalah kawula muda dari berbagai kota besar di indonesia. kata kunci: distribution store, kawula muda, busana 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta journal the winners, vol. 7 no. 1, maret 2006: 1-13 2 pendahuluan perkembangan tren industri fesyen di indonesia tumbuh dengan cepatnya. krisis moneter di tahun 1998 mendorong industri fesyen. kawula muda mencoba memproduksi sendiri identitas kelompok mereka. kawula muda dari waktu ke waktu selalu ingin menonjolkan jati dirinya atau memperlihatkan existensinya, selain ingin mencari identitas diri. grup skater di bandung memproduksi kebutuhan grupnya dengan nama 347 yang awalnya merupakan komunitas yang berada di jln. ir. h. djuanda dan kemudian pindah ke jln. trunojoyo; di jakarta komunitas skater yang tinggal di daerah hang lekir bernama membentuk locker dan disusul dengan arisuno (alumni universitas trisakti) yang mengkspresikan diri dengan mendirikan distribution store (distro) dengan nama cynical md. bisnis mereka awalnya hanyalah melayani kebutuhan komunitasnya, namun akhirnya dijual untuk umum dengan cara promosi dari mulut ke mulut disebut dengan istilah indie label yang kependekan dari independent label. umumnya, istilah indie label digunakan untuk menyatakan bahwa produk tersebut dibuat sendiri dalam jumlah terbatas (limited edition) dan diberi merk sendiri. sering kali membuka sebuah ‘toko’ sederhana dibilangan pemukiman biasa. bisnis seperti itu lebih dikenal oleh kalangan muda dengan sebutan distro (kependekan dari distribution store). hal yang mengherankan, pembelinya adalah kawula muda dari berbagai kota besar di indonesia, seperti jakarta, bandung, medan, dan balik papan. kemudian bisnis distro menjadi ‘booming’ di tahun 1999 2002-an, hampir d isetiap kota besar di indonesia banyak kawula muda mencoba-coba berbisnis distro. pembahasan kawula muda adalah pangsa pasar potensial untuk industri fesyen di negara manapun. ketika bisnis distro terlihat ‘booming’ seiring dengan perkembangan teknologi informasi, tidak ada salahnya kalau bisnis itu dilakukan secara elektronik atau lebih dikenal dengan istilah e-business (atau dalam bahasa indonesia menjadi e-bisnis). dalam e-bisnis dikenal dua jenis e-bisnis, yaitu benar-benar berbisnis hanya melalui dunia maya (tanpa ‘toko’ secara fisik) atau e-bisnis yang tipe brick and mortar, artinya selain menawarkan produk secara on-line juga mempunyai ‘toko’ secara fisik. untuk mengetahui berapa peluang bisnis yang ada apabila dilakukan bisnis melalui internet dan apakah bisnis tersebut akan dilakukan secara sendiri-sendiri ataupun secara bersama dalam satu situs (situs bersama disebut juga ‘portal’), perlu dilakukan penelitian terhadap kemampuan pasar dalam pengenalan terhadap teknologi informasi. secara ringkas, untuk mengembangkan bisnis ini terdapat beberapa peluang yang perlu diamati. analisis kecenderungan … (indra tjahjani) 3 1. adanya tren e-bisnis. 2. perlunya memanfaatkan ceruk pasar, yaitu kawula muda (usia 13-24 tahun). 3. memanfaatkan teknologi informasi dalam berbisnis. 4. menggabungkan sistem informasi pelanggan dengan pemesanan secara on-line pada unphysical store (maya). 5. tren fashion & gaya hidup. 6. indie – label. metode penelitian yang dilakukan sebagia berikut. 1. survei pertumbuhan distro. 2. penyebaran kuisioner kepada kawula muda sebagai customer yang potensial. 3. penyebaran kuisioner dan wawancara kepada para distrowan. 4. mengamati tren fashion. 5. mempelajari desain portal yang sudah ada. 6. kajian pustaka dan media. 7. analisis swot. 8. analisis matrikss eksternal dan internal. 9. analisis five forces michael porter. 10. analisis three strategic generic michael porter. 11. menyimpulkan potensi pasar dan perkembangan teknologi informasi. kerangka berpikir penelitian ini dapat digambarkan seperti berikut ini. gambar 1 kerangka berpikir kerangka berpikir journal the winners, vol. 7 no. 1, maret 2006: 1-13 4 menurut kalakota dan robinson (2001:38), tren utama yang mendorong e-bisnis seperti yang dapat dilihat pada tabel di bawah ini. tabel 1 tren utama yang mendorong e-bisnis trend category no trend customer 1 2 3 4 faster service self-service more product choice integrated solution eservice 5 6 7 8 integrated sales & service seamless support flexible fulfillment & convenient service delivery increased process visibility organizational 9 10 11 outsourcing contract manufacturing virtual distribution employee 12 13 hiring the best & brightest keeping talented employees enterprise technology 14 15 16 integrated enterprise applications multi channel integration middleware (suatu alat untuk mengintegrasikan teknologi & bisnis) general technology 17 18 19 20 wireless web applications handheld computing & information appliances infrastructure convergence/joint application service provider customer relationship management (crm) customer relationship management (crm) disebut juga pengelolaan hubungan dengan pelanggan. menurut kalakota dan robinson (2001:113-114), pengelolaan siklus hidup pelanggan terdiri dari tiga tahap, yaitu acquiring new customers, enhancing the profitability of existing customers, dan retaining profitable customers for life. ketiganya saling berhubungan. acquiring new customers adalah bagaimana memperoleh pelanggan baru, misalnya dengan melakukan beberapa keanekaragaman produk yang ditawarkan atau peningkatan produk yang telah ada ataupun memberikan kenyamanan baru bagi pelanggan. enhancing the profitability of existing customers atau menaikan keuntungan atau memanjakan pelanggan lama dengan cara memberikan potongan harga dan memberikan pelayanan yang lebih serta retaining profitable customers for life atau mempertahankan dan menjaga agar pelanggan tetap terus setia menjadi pelanggan dengan cara mendengarkan keinginan pelanggan dan menyediakan produk baru. apabila digambarkan, ketiga fase dalam customer relationship management (crm) seperti berikut ini. analisis kecenderungan … (indra tjahjani) 5 gambar 2 tiga fase dalam customer relationship management (crm) analisis tren industri dengan swot strenghten (kekuatan) • limited edition weakness ( kelemahan ) • sistem bisnis yang kekeluargaan • pengembangan hobi opportunity ( peluang ) • jumlah kawula muda / remaja yang mengikuti trend fashion • perkembangan teknologi informasi threat ( ancaman ) • sifat remaja yang cepat bosan • lack of sense of business • peraturan pemerintah untuk pembahasan disini, analisis penelitiannya diambil salah satu distro sebagai studi kasus, yaitu cynical md, milik arisuno (pada penelitian yang lengkap diambil dua distro) yang berada di jakarta. journal the winners, vol. 7 no. 1, maret 2006: 1-13 6 analisis efas dan ifas analisis ifas cynical md faktor stratejik internal bobot rating skor pembobotan kekuatan • idealisme untuk menciptakan desain yg kuat • desain yg unik • limited edition • tenaga yg membantu mewujudkan ide cukup banyak 0, 17 0, 14 0,14 0,15 4 2 3 2 0,68 0,28 0,42 0,30 kelemahan • sistem bisnis belum tertata rapi • tidak mempunyai strategi pemasaran khusus • tidak mempunyai strategi promosi 0,13 0,14 0,13 1 2 2 0,13 0,28 0,26 total skor pembobotan 1,00 2,35 analisis efas cynical md faktor stratejik internal bobot rating skor pembobotan peluang • gaya hidup kawula muda • trend setter • fanatisme pelanggan 0, 25 0, 20 0,20 4 3 4 1,00 0,60 0,80 ancaman • peraturan pemerintah akan lokasi usaha • petugas pajak 0,20 0,145 2 2 0,40 0,30 total skor pembobotan 1,00 3,10 analisis matrikss eksternal dan internal cynical md • nilai total skor ifas : 2,35 • nilai total skor efas : 3,10 matrikss berikut adalah matrikss internal-eksternal (ie matrikss) untuk melihat strategi yang tepat untuk diterapkan. i : strategi konsentrasi melalui integrasi vertikal ii : strategi konsentrasi melalui integrasi horizontal analisis kecenderungan … (indra tjahjani) 7 iii : strategi turnaround iv : strategi stabilitas v : strategi konsentrasi melalui integrasi horizontal atau stabilitas ( tidak ada perubahan terhadap laba ) vi : strategi divestasi vii : strategi diversifikasi konsentrik viii : strategi diversifikasi konglomerat ix : strategi likuidasi atau bangkrut total skor faktor strategi internal (ifas) posisi cynical md berada dalam kolom ii pada matriks internal-eksternal berarti merupakan bisnis dalam kategori tinggi tingkat pertumbuhannya yang berarti strategi konsentrasinya melalui integrasi horizontal. berarti, apabila memperluas bisnisnya dengan cara membangun bisnis di lokasi lain dan meningkatkan jenis produk dan jasa, dapat memperluas pasar, fasilitas produksi, dan teknologi melalui pengembangan internal maupun eksternal. journal the winners, vol. 7 no. 1, maret 2006: 1-13 8 analisis lima kekuatan michael porter cynical md analisis kondisi studi kasus pesaing bisnis cynical md tidak merasa mempunyai pesaing kekuatan pemasok cynical md merasa terlalu banyak pemasok, padahal desain mereka sendiri sudah cukup eksklusif ( pelanggan bangga memakai produk cynical md ) kekuatan pembeli cynical md berpendapat 2-3 tahun mendatang masih ok, kemudian stagnan ancaman dari produk pengganti cynical md merasa tidak ada ancaman produk pengganti karena segmennya berbeda. analisis tiga generik stratejik michael porter cynical md no analisis kondisi studi kasus 1 keunggulan biaya cynical md merasa ia tidak mempunyai keunggulan biaya 2 diferensiasi sampai saat wawancara ( mei 2004 ) cynical md belum melakukan diferensiasi produk, tetapi rencana ada 3 fokus cynical md ingin memfokuskan komunitas musik yang indie label berikut adalah tabel ringkasan kelemahan dan kelebihan distro hasil wawancara dan kuisioner. no kelemahan vs keunggulan 1 tidak mempunyai visi & misi disaat mewabah dapat memperoleh laba yang cukup baik 2 tidak mempunyai strategi produksi 3 tidak mempunyai strategi produksi overhead tidak terlalu tinggi 4 tidak mempunyai strategi harga ruang usaha bisa merupakanbagian dari sebuah rumah tinggal, tidak perlu ruang yang luas 5 tidak mempunyai strategi promosi promosi cukup dari mulut ke mulut 6 tidak akan bertahan selama-lamanya hanya disaat tren mewabah saja barang yang dijual unik , tidak pasaran analisis kecenderungan … (indra tjahjani) 9 hasil lain dari kuisioner dapat diringkas sebagai berikut. 1. usia responden yang menjadi pelanggan distro sebagian besar berusia antara 15-21 tahun yang merupakan potensial pelanggan. 2. umumnya responden 2 – 5 x tersambung ke internet dalam satu minggunya. 3. walaupun tidak mempunyai komputer sendiri, mereka memakai jasa warnet. 4. sebagian besar responden mengikuti dan mengamati perkembangan fashion. 5. dari penelitian yang dilakukan, para distrowan belum memanfaat teknologi informasi secara maksimal. 6. dari penelitian, para distrowan masih menggunakan sistem bisnis tradisional, belum menggunakan internet sebagai sarana mempertahankan pelanggan. 7. dari penelitian diketahui bahwa para distrowan belum berusaha mempertahankan loyalitas pelanggan. penutup dapat disimpulkan bahwa pelanggan memang menginginkan pelayanan yang cepat dan mandiri serta mengingikan keanekaragaman produk yang dapat mereka pilih dan karena dari responden yang ada memiliki komputer yang tersambung ke internet, tentunya dapat diterapkan solusi yang terintegrasi (kalakota dan robinson, 2001). pada kasus ini, sebaiknya dilakukan enhancing the profitability of existing customers atau memanjakan pelanggan lama dengan cara memberikan potongan harga dan memberikan pelayanan yang lebih. juga retaining profitable customers for life. dengan kata lain, mempertahankan dan menjaga agar pelanggan tetap loyal dan menjadi pelanggan yang fanatik dengan cara mendengarkan keinginan pelanggan dan menyediakan produk baru yang menarik. kepada para distrowan dapat diusulkan untuk membuat web-sites atau portal untuk lebih mengefisiankan bisnis dan juga untuk memperluas pasar. dalam situs atau portal mereka sebaiknya dilengkapi dengan sistem informasi layanan pelanggan. contoh dibawah ini salah satu usulan desain halaman pertama situs yang diusulkan dengan nama indo-ditro.com pembuatan desain portal pada dasarnya, i-crm atau interactive customer relationship management merupakan: 1. penyedia jasa bagi para distrowan untuk memasarkan hasil ‘industri’nya ke komunitas yang lebih luas. 2. menghubungkan customer dan para distro-wan. 3. meningkatkan loyalitas pelanggan menggunakan media internet. journal the winners, vol. 7 no. 1, maret 2006: 1-13 10 desain indo-dostro.com contoh usulan halaman pertama situs atau portal indo-distro.com analisis kecenderungan … (indra tjahjani) 11 dan berikut adalah alur dari sistem informasi pelanggan yang diusulkan. diagram konteks indo-distro.com journal the winners, vol. 7 no. 1, maret 2006: 1-13 12 flow diagram indo-distro.com daftar pustaka greenberg, p. 2002. crm at the speed of light: capturing and customers in internet real time. 2nd ed. california: mcgraw hill book, co. kalakota, r. and marcia robinson. 2000. e – business. a road map to success. canada: adison-wesley. kotler, p. 2002. manajemen pemasaran. edisi milenium. jakarta: prenhallindo. _______. 2003. marketing management. 11th ed. new jersey: pearson education, inc. kramer, m. 2002. executive’s guide to crm. boston: patricia seybold group. laudon, k.c. and jane p. laudon. 2004. management information systems. 8th ed. new jersey: prentice hall. analisis kecenderungan … (indra tjahjani) 13 _______. 2004. chapter 4 the digital firm: e-business and e-commerce. new jersey: prentice hall. _______. 2003. essential of management information systems. 5th ed. new jersey: prentice hall. _______. 2002. mis managing the digital firm. 7th ed. new jersey: prentice hall. laudon, k.c. 2003. essential of management information systems. new jersey: prentice hall. mathiassen, l., madsem m., and andreas. 2000. object oriented analysis design. denmark: forlaget marko. o’brien, j.a. 2003. introduction to information systems. essential for the e-business enterprise. 11th ed. international edition. new york: mcgraw-hill. o’connor, j., galvin, and eamonn. 2001. marketing in the digitswl age. 2nd ed. new jersey: pearson education inc. oetomo, b.s.d., j.p. simandjuntak, dan a.a. sukoco. 2003. i-crm. membina relasi dengan pelanggan.com. yogyakarta: penerbit andi. rahardjo, b. 2002. keamanan sistem informasi berbasis internet. pt bandung – jakarta: insan infonesia dan pt indocisc. rangkuti, f. 2003. analisis swot teknik membedah kasus bisnis, reorientasi konsep perencanaan strategis untuk menghadapi abad 21. jakarta: pt gramedia pustaka utama. salim, a. 2003. tutorial dream weaver 3.0. ilmu komputer.com microsoft word 08_vol.15.1. hendry ang_a2t.doc   72   journal the winners, vol. 15 no. 1, maret 2014: 72-84  model supply chain management dan perancangan aplikasi e-scm pada pt indofood sukses makmur tbk bogasari flour mills division hendry ang pt trinity era aplikasindo jln. raya perjuangan no. 88, kebun jeruk, jakarta barat 14450 hendryang@yahoo.com abstract the purpose of this study is to analyze company business process by determining the appropriate model of supply chain at pt indofood sukses makmur bogasari and designing the e-scm system that aims to facilitate the flow of information and products to the company, ranging from suppliers to customers. research used porter’s five forces analysis, value network analysis, order fulfillment based on the concept of decoupling point, eoq (economic order quantity) inventory model, and the method of designing an e-scm system with object oriented analysis design (ooad). the results of porter’s five forces analysis show that bargaining power of suppliers and competition among similar companies had a strong tendency, while bargaining power of customers, new competitors, and product substitution had a weak tendency in the external environment. in addition, the value chain analysis results show the condition of the company's internal information flows were substandard, especially in the upstream of the business process in the company. based on the concept of decoupling point, mts was more appropriate to bogasari in response to consumer demand. furthermore, this study also proposed eoq inventory model so that the company can manage inventory and order better as well as overcome some of the problems such as the uncertainty in the inventory levels of consumer demand and limited raw materials from suppliers. the e-scm online system application designed with object oriented analysis design (ooad) is expected to facilitate the flow of information and to integrate its customers and agents in supporting company business process, so the information between suppliers and customers becomes well integrated. keywords: e-supply chain management, value network analysis, decoupling point, economic order quantity, object oriented analysis design abstrak penelitian ini bertujuan untuk menganalisis proses bisnis perusahaan dengan menentukan model supply chain yang tepat pada pt indofood sukses makmur bogasari serta merancang sistem e-scm yang bertujuan untuk memperlancar aliran informasi dan produk mulai dari pemasok ke perusahaan sampai ke pelanggan. metode analisis yang dilakukan adalah analisis five forces porter, value network, konsep pemenuhan pesanan berdasarkan decoupling point, model persediaan economic order quantity (eoq), dan metode perancangan sistem e-scm dengan object oriented analysis design (ooad). hasil analisis dengan five forces porter menunjukan daya tawar pemasok dan persaingan antarperusahaan sejenis memiliki kecenderungan yang kuat, sedangkan daya tawar pelanggan, pesaing baru, dan produk substitusi memiliki kecenderunga yang lemah di lingkungan eksternal perusahaan. selain itu, hasil analisis value chain menunjukkan pada kondisi internal perusahaan terdapat aliran informasi yang kurang lancar terutama di bagian upstream dalam proses bisnis di perusahaan. berdasarkan konsep decoupling point, ternyata mts lebih tepat untuk bogasari dalam merespons permintaan konsumen. selanjutnya dalam penelitian ini juga diusulkan model persedian eoq, sehingga perusahaan dapat mengelola persediaan menjadi lebih baik dan teratur serta mengatasi beberapa masalah dalam persediaan seperti ketidakpastian tingkat permintaan dari konsumen dan keterbatasan bahan baku dari pemasok. aplikasi sistem e-scm online dengan object oriented analysis design (ooad) ini diharapkan dapat memperlancar aliran informasi dan mengintegrasikan antara perusahaan dengan pelanggan dan agen dalam mendukung proses bisnis perusahaan, sehingga infomasi antara pemasok dan pelanggan menjadi lebih terintegrasi dengan baik. kata kunci: e-supply chain management, value network analysis, decoupling point, economic order quantity, object oriented analysis design model supply chain..... (hendry ang)     73  pendahuluan perkembangan peranan internet dalam dunia bisnis meningkat dengan pesat seiring dengan berkembanganya teknologi. dengan adanya internet, komunikasi dan interaksi dapat dilakukan dengan mudah dan cepat. komunikasi dapat dilakukan di mana pun dan kapan pun tanpa ada batas waktu dan tempat apabila terdapat koneksi jaringan internet. jumlah pengguna internet sudah meningkat dengan pesat, baik itu pengguna individu maupun perusahaan. berdasarkan data dari asosiasi penyelenggara jasa internet indonesia, jumlah pengguna internet di indonesia terus meningkat setiap tahunnya (lihat gambar 1). gambar 1 pengguna internet indonesia (sumber: apjii, n.d.) makin tinggi jumlah pemakai internet akan mempermudah siapapun untuk mengakses informasi sehingga menyebabkan persaingan dunia bisnis yang makin ketat. dewasa ini banyak perusahaan telah menggunakan dan memanfaatkan internet untuk mendukung kegiatan dan proses bisnis mereka agar dapat bertahan dalam persaingan yang makin ketat. seiring dengan perkembangan kebutuhan perusahaan dan tuntutan dalam dunia bisnis, pemanfaatan internet saat ini tidak hanya terbatas pada aktivitas internal perusahaan saja. teknologi internet juga dapat membantu dan mendukung perusahaan dalam aktivitas eksternal dengan cara memperluas kesempatan untuk terintegrasi dengan pihak eksternal sehingga dapat menciptakan suatu kolaborasi yang saling menguntungkan. salah satu proses bisnis yang dapat dikembangkan dengan pemanfaatan internet dalam menciptakan keunggulan daya saing adalah proses supply chain management di dalam perusahaan. supply chain management merupakan salah satu proses yang penting dari sebuah bisnis yang bergerak dibidang manufaktur. meskipun demikian, arah perkembangan supply chain management telah mengalami perubahan seiring dengan perkembangan internet yang menyebabkan perubahan dari konsep supply chain management (scm) tradisional menjadi electronic supply chain management (escm). e-scm merupakan kolaborasi penggunaan teknologi untuk meningkatkan kegiatan operasi supply chain dan manajemen supply chain. adanya pemanfaatan teknologi internet dalam penerapan scm berbasis web dapat menghubungkan dan mengintegrasikan antara pelanggan, perusahaan, dan pemasok secara online dan real-time yang dapat menghasilkan sebuah koordinasi lebih baik dari aliran material, informasi, dan keuangan antara pelanggan, perusahaan, dan pemasok dibandingkan dengan scm tradisional yang belum menggunakan dan memanfaatkan internet dalam upaya pemenuhan pesanan.   74   journal the winners, vol. 15 no. 1, maret 2014: 72-84  penerapan e-scm juga dapat membantu perusahaan menghasilkan produk secara efektif dan efisien bagi semua pihak yang terkait sehingga dapat meminimalkan tingkat persediaan, mengurangi waktu manufaktur, mengoptimalkan logistik dan distribusi, mengoptimalkan dan meningkatkan output, mempercepat pemenuhan pesanan dan secara keseluruhan mengurangi biaya yang berkaitan dengan kegiatan-kegiatan tersebut. selain itu, e-scm juga dapat meningkatkan proses operasi dari serangkaian aktivitas supply chain yang meliputi aliran bahan baku, infomarsi, uang, dan layanan mulai dari pembelian bahan baku, penyimpanan, dan pendistribusian produk jadi ke konsumen. dengan banyaknya keuntungan yang dapat dicapai dalam penggunaan e-scm, maka perusahaan bogasari mulai tertarik untuk menerapkan e-scm ke dalam proses proses bisnis mereka. pt indofood sukses makmur bogasari flour mills division atau bogasari adalah salah satu divisi pada pt indofood sukses makmur tbk yang merupakan salah satu perusahaan manufaktur dalam memproduksi produk tepung terigu. tepung terigu merupakan produk utama dari bogasari. selain memproduksi tepung terigu, bogasari juga menghasilkan pasta, pakan ternak, dan tepung industri. saat ini bogasari masih menjadi pemimpin pangsa pasar tepung nasional terbesar. bahan baku utama yang digunakan dalam memproduksi tepung, pasta, pakan ternak, dan tepung industri adalah gandum. pemasok bahan baku gandum yang memiliki kualitas bagus untuk menghasilkan tepung terigu sangat terbatas yaitu hanya berasal dari pemasok luar negeri. keterbatasan pemasok bahan baku gandum membuat bogasari menerapkan model single agen, bahwa bogasari tidak berhubungan langsung dengan para pemasok secara langsung. masalah yang dihadapi bogasari dalam penerapan model single agen adalah bogasari sangat bergantung kepada satu agen, aliran informasi yang terdapat pada bagian upstream tidak berjalan lancar, tidak realtime, dan sering kali menyebabkan redundancy data. selain itu, komunikasi yang dilakukan bogasari dalam berhubungan dengan pemasok dan pelanggan masih menggunakan telepon, fax, dan email. hal ini menyebabkan tingginya biaya komunikasi yang dikeluarkan oleh pihak perusahaan. sedangkan masalah yang dihadapi pada bagian downstream adalah proses pemesanan yang dilakukan oleh pelanggan berjalan lama, tingginya biaya komunikasi yang harus dikeluarkan pelanggan untuk menghubungi pihak perusahaan, serta proses bisnis yang tidak terintegrasi dengan pemasok dan pelanggan mengakibatkan aktifitas bisnis menjadi lambat. berdasarkan uraian permasalahan yang ada di bogasari, maka dibutuhkan suatu aplikasi escm yang membantu perusahaan berkomunikasi baik dengan agen dan pelanggan. aplikasi tersebut menghasilkan informasi yang realtime, mengurangi redundancy data, dan memungkinkan perusahaan terintegrasi dengan agen dan pelanggan agar proses bisnis menjadi lebih cepat yang diharapkan mampu meminimalkan biaya komunikasi yang tinggi. oleh karena itu, penelitian ini dilakukan untuk menganalisis model supply chain management dan perancangan e-scm pada pt indofood sukses makmur tbk bogasari flour mills division. tinjauan pustaka electronic commerce (e-commerce) adalah semua pertukaran informasi melalui media elektronik antara organisasi (chaffey, 2011). e-commerce adalah penggunaan internet dan web untuk transaksi bisnis. lebih formalnya, secara digital memungkinkan terjadinya transaksi komersial antara organisasi dan individu (laudon & traver, 2012). electronic commerce adalah proses pembelian, penjualan, transfer, atau pertukaran produk, layanan, dan/atau informasi melalui jaringan komputer, termasuk internet (turban et al., 2008). supply chain adalah jaringan perusahaan-perusahaan yang secara bersama-sama bekerja untuk menciptakan dan menghantarkan suatu produk ke tangan pemakai akhir. perusahaan-perusahaan tersebut biasanya termasuk pemasok, pabrik, distributor, toko, atau ritel, serta perusahaan-perusahaan pendukung seperti perusahaan jasa logistik” (pujawan, 2005). supply chain mengacu pada proses yang menggerakan informasi dan material ke dan dari proses manufaktur dan jasa di perusahaan. ini model supply chain..... (hendry ang)     75  termasuk proses logistik yang secara fisik dalam memindahkan dan pergudangan dan proses penyimpanan produk sehingga dapat dengan cepat dikirimkan ke pelanggan (jacobs & chase, 2011). supply chain adalah aliran material, informasi, uang, dan jasa dari pemasok bahan baku melalui pabrik dan gudang ke konsumen akhir (turban et al., 2008). supply chain mengacu pada aliran material, informasi, uang, dan jasa dari pemasok bahan baku, melalui pabrik dan gudang, ke pelanggan akhir. sebuah supply chain juga mencakup organisasi dan proses yang menghasilkan dan mengirimkan produk, informasi, dan layanan untuk konsumen akhir (rainer jr. & cegielski, 2011). e-scm adalah penggunaan teknologi kolaboratif untuk meningkatkan operasi dari kegiatan rantai pasokan serta manajemen rantai pasokan (turban et al., 2008). e-scm adalah filosofi manajemen strategis dan taktis yang bertujuan untuk menghubungkan secara kolektif kapasitas produksi dan sumber daya yang ada dalam suatu jaringan supply chain dengan mengaplikasikan teknologi internet untuk menemukan solusi inovatif dan sinkronisasi kemampuan supply chain dalam menyediakan nilai yang unik bagi pelanggan (ross, 2003). e-supply chain management mengacu pada dampak bahwa internet memiliki pada integrasi proses bisnis utama dari pengguna akhir melalui pemasok asli yang menyediakan produk, jasa, dan informasi yang menambah nilai bagi pelanggan dan stakeholder lainnya (gimenez & lourenco, 2004). untuk mengelola e-scm dengan baik, maka diperlukan manajemen persediaan yang efisien. persediaan merupakan stok barang yang disimpan oleh suatu perusahaan untuk memenuhi permintaan pelanggan (taylor iii, 2004). salah satu metode yang sering digunakan adalah eoq. menurut heizer dan render (2009), model kuantitas pesanan ekonomis (economic order quantity) adalah sebuah teknik kontrol persediaan yang meminimalkan biaya total dari pemesanan dan penyimpanan. teknik ini relatif mudah digunakan dan didasarkan pada beberapa asumsi, yaitu: (a) jumlah permintaan diketahui, konstan, dan independen; (b) waktu tunggu yaitu waktu antara pemesanan dan penerimaan pesanan dikeahui dan konstan; (c) penerimaan persediaan bersifat instan dan selesai seluruhnya; (d) tidak tersedia diskon kuantitas; (e) biaya variabel hanya biaya untuk menyiapkan atau melakukan pemesanan dan biaya menyimpan persediaan dalam waktu tertentu; (f) kekurangan persediaan sepenuhnya dapat dihindari jika pemesanan dilakukan pada waktu yang tepat. metode metode penelitian yang digunakan dalam penelitian ini adalah metode eksploratif. metode eksploratif dipilih karena tidak ada informasi yang tersedia mengenai bagaimana masalah atau isu penelitian di masa lalu. studi kepustakaan dilakukan untuk mencari dan mengumpulkan referensi dan infomasi yang relevan melalui buku, jurnal, dan sumber lain yang berhubungan dengan penelitian di lapangan. studi lapangan dilakukan dengan survei langsung melalui observasi dan wawancara pada perusahaan untuk mendapatkan informasi dan mengetahui permasalahan yang ada. metode analisis dalam penelitian ini menggunakan preliminary step untuk mengetahui strategi e-supply chain management yang tepat bagi perusahaan. preliminary step menggunakan metode analisis five forces porter untuk mengetahui kondisi eksternal perusahaan dan value network analysis untuk mengetahui kondisi internal perusahaan. konsep pemenuhan pesanan berdasarkan decoupling point (konsep mts dan mto) dan analisis model persediaan eoq (economic order quantity). perancanagan sistem e-scm menggunakan metode perancangan object oriented analysis design (ooad). notasi uml adalah perancangan activity diagram, perancangan use case diagram, perancangan use case description, perancangan class diagram, perancangan sequence diagram, perancangan user interface serta perancangan lainnya yang disesuaikan dengan kebutuhan dalam perancangan sistem e-scm.   76   journal the winners, vol. 15 no. 1, maret 2014: 72-84  hasil dan pembahasan mengembangkan e-scm memerlukan beberapa tahapan dalam mempersiapkan dan menentukan strategi yang harus dilakukan. energize the organization energize the organization merupakan tahapan awal dalam perencanaan dan pengembangan escm pada bogasari. e-scm yang akan dibangun pada bogasari melibatkan perusahaan, pelanggan, dan agen. bogasari sudah memiliki susunan struktur organisasi yang masing-masing divisi telah memiliki peran dan tanggung jawab yang harus dilaksanakan termasuk dalam mendukung dan melaksanakan perancangan dan implementasi e-scm. selain dukungan dari masing-masing divisi yang terlibat, diperlukan juga dukungan dari manajemen puncak agar perancangan dan implementasi e-scm dapat berjalan lancar. enterprise vision visi dari bogasari adalah “menjadi perusahaan terkemuka dari penyedia produk tepungtepungan berkualitas premium dan bernilai tinggi termasuk jasa terkait, yang terintegrasi”. berdasarkan visinya, perusahaan bertujuan untuk menjadi produsen yang dapat diandalkan dan memberikan pelayanan yang terbaik untuk pelanggan sehingga dapat memuaskan semua pelanggannya. untuk mencapai visi yang telah ditentukan, maka diperlukan suatu analisis lingkungan bisnis yang dimiliki perusahaan untuk mengetahui faktor-faktor yang dapat memengaruhi perusahaan dalam pencapaian visi. analisis lingkungan bisnis perusahaan dapat dilakukan dengan menggunakan analisis five forces porter yang terdiri dari persaingan antarperusahaan sejenis, ancaman pesaing baru, ancaman produk substitusi, kekuatan tawar menawar pemasok, dan kekuatan tawar menawar konsumen. analisis five forces porter pada pt indofood sukses makmur bogasari flour mills division dijabarkan sebagai berikut. persaingan antarperusahaan sejenis dalam setiap bisnis yang dijalankan pasti terdapat persaingan, setiap perusahaan pasti akan berusaha untuk menjadi yang terbaik dan terdepan di antara para pesaingnya agar dapat mempertahankan dan memperluas pangsa pasar mereka. bogasari merupakan perusahaan manufaktur yang memiliki pabrik penghasil tepung pertama dan terbesar di indonesia. produk yang dihasilkan oleh bogasari terbagi menjadi dua kategori yaitu produk utama dan produk sampingan. produk utama bogasari adalah tepung terigu dan pasta, sedangkan untuk produk sampingannya adalah pakan ternak dan tepung industri. dalam persaingan antarperusahaan sejenis, bogasari masih menjadi pemimpin pangsa pasar tepung terigu nasional dengan menguasai 57,3% meskipun pangsa pasar yang dimilliki bogasari mengalami penurunan karena ketatnya persaingan dalam industri ini. ancaman pesaing baru tingkat konsumsi tepung nasional yang semakin meningkat menjadi potensi bagi perusahaanperusahaan baru untuk masuk dalam persaingan indutri ini. ancaman dari pesaing baru cenderung lemah. bogasari merupakan salah satu produsen yang memiliki pabrik tepung terbesar sudah memiliki modal dan nama besar di industry, sehingga bogasari mempunyai kekuatan besar untuk menghadapi para pesaing baru. pesaing baru yang akan masuk ke industri ini tentu akan mengalami kesulitan. maka dari itu, para pesaing baru harus memiliki modal yang besar dan keunggulan kompetitif untuk model supply chain..... (hendry ang)     77  mendukung mereka agar dapat bersaing dan bertahan dalam pasar. ancaman pesaing baru bagi bogasari bisa berasal dari home industry kecil, produsen tepung baru, para importir dan produsen tepung yang berasal dari luar negeri. ancaman produk substitusi bogasari memproduksi tepung sebagai produk utama di indonesia. tepung merupakan salah satu kebutuhan makanan pokok yang memiliki banyak barang substitusi yang sejenis namun pangsa pasar untuk kategori tepung telah dipegang oleh bogasari. ada beberapa produk substitusi yang dapat mengancam produk bogasari seperti tepung beras, tepung jagung atau maizena, tepung kue, dan tepung singkong. untuk mengatasi hal tersebut, bogasari mempunyai kebijakan untuk memproduksi berbagai jenis tepung dengan kategori yang berbeda mulai dari kategori yang rendah hingga kategori yang tinggi sesuai dengan kebutuhan dan kegunaan konsumen. kekuatan tawar menawar pemasok bogasari merupakan perusahaan yang selalu mengutamakan kualitas dan mutu produk dengan tujuan mempertahankan para pelanggan agar tidak berpindah ke perusahaan lain yang dapat memengaruhi tingkat penjualan perusahaan. dari segi daya tawar menawar pemasok, bogasari memiliki beberapa pemasok bahan baku gandum yang semuanya berasal dari luar negeri. kekuatan daya tawar pemasok terhadap perusahaan cenderung kuat. hal ini disebabkan bahan baku gandum merupakan barang komoditas, sehingga pergerakan harga sangat bergantung pada harga gandum dunia dan kualitas gandum yang ada di indonesia juga tidak sebagus dengan kualitas gandum yang diimpor dari luar negeri. jadi, bogasari masih sangat bergantung pada gandum luar negeri. kekuatan tawar menawar konsumen bogasari melayani transaksi business to business. konsumen bogasari terdiri dari perusahaan dan pabrik yang bergerak di bidang industri makanan yang menggunakan bahan dasar utama tepung. selain melayani pasar nasional, bogasari juga mengekspor produk mereka ke luar negeri seperti singapura, malaysia, brunei, jepang, australia, dan hongkong. kekuatan daya tawar konsumen terhadap perusahaan cenderung lemah. hal ini disebabkan bogasari memiliki kapasitas dalam menerima atau menolak permintaan pembeli jika dirasakan kurang menguntungkan atau karena alasan lain. bagan hasil analisis five forces porter pada pt indofood sukses makmur bogasari flour mills division terangkum pada gambar 2.   78   journal the winners, vol. 15 no. 1, maret 2014: 72-84  gambar 2 analisis five force porter pt indofood sukses makmur bogasari flour mills divisiontbk (sumber: hasil wawancara dengan pihak perusahaan) supply chain value assesment bogasari adalah perusahaan manufaktur yang memproduksi produk dari bahan baku dasar gandum. produk yang dihasilkan bogasari terdiri dari produk utama dan produk sampingan. produk utama yang dihasilkan adalah tepung terigu dan pasta, sedangkan produk sampingan yang dihasilkan adalah pakan ternak dan tepung industri. dalam pertimbangan pengembangan aplikasi supply chain management harus dilakukan penentuan strategi yang tepat bagi perusahaan. maka dari itu diperlukan analisis nilai dari setiap aktivitas yang dilakukan oleh perusahaan. analisis ini akan membantu perusahaan untuk mengindetifikasi proses bisnis yang menghasilkan nilai bagi perusahaan. metode analisis yang dapat digunakan untuk mengindetifikasi proses bisnis pada perusahaan manufaktur seperti bogasari adalah metode value chain analysis. analisis value chain terhadap aktivitas-aktivitas perusahaan dibagi menjadi dua pengelompokan, yaitu aktivitas utama (primary activities) dan aktivitas pendukung (support activities). berdasarkan hasil analisis value chain (gambar 3), kondisi internal perusahaan menunjukkan aliran informasi dalam proses bisnis di perusahaan kurang lancar terutama aliran informasi yang berada di bagian upstream. aliran informasi dengan agen sangat terbatas ketika proses pemesanan bahan baku dan pengambilan bahan baku ke pemasok. keterbatasan aliran informasi ini mengakibatkan informasi yang diterima oleh bogasari menjadi tidak realtime dan update. aliran informasi yang terbatas di bagian upstream dapat mengakibatkan proses produksi menjadi terganggu, sehingga proses pemenuhan pesanan menjadi tertunda. hal ini dapat mengurangi nilai perusahaan di mata pelanggan. model supply chain..... (hendry ang)     79  gambar 3 analisis value chain pt indofood sukses makmur tbk bogasari flour mills division opportunity identification berdasarkan analisis five force porter dan analisis value chain, maka dapat dilakukan identifikasi peluang untuk menentukan strategi supply chain management yang tepat bagi bogasari. beberapa hal yang dapat dilakukan dengan (a) menentukan bagaimana perusahaan merespons permintaan pelanggan berdasarkan decoupling point dan (b) menentukan model persediaan untuk perusahaan. untuk menentukan strategi yang tepat dalam merespons permintaan pelanggan, maka perlu dilakukan perhitungan mts dan mto terhadap produk yang dihasilkan oleh perusahaan. hasil perhitungan mts dan mto dapat menghasilkan strategi yang tepat bagi bogasari dalam merespons permintaan pelanggan yang akhirnya dapat memengaruhi cara perusahaan dalam mengelola aktivitas supply chain mereka. dalam perhitungan mts dan mto ada beberapa langkah yang harus dilakukan untuk menghasilkan dan memutuskan apakah termasuk mts atau mto (gambar 4) gambar 4 arsitektur alat bantu keputusan mto-mts   80   journal the winners, vol. 15 no. 1, maret 2014: 72-84  strategi mts yang dihasilkan dari perhitungan mts/mto tentu akan berpengaruh pada persediaan yang dimiliki perusahaan. masalah yang terdapat dalam persediaan yang dihadapi adalah kekurangan dan kelebihan persediaan. berdasarkan permasalahan yang ada, maka perusahaan membutuhkan model pengendalian persediaan yang dapat membantu perusahaan dalam mengelola persediaan menjadi lebih baik dan teratur. model persediaan yang diusulkan untuk kepada bogasari adalah model persediaan eoq. model eoq tabel 1 menunjukkan perhitungan eoq untuk bahan baku hard wheat dan soft wheat tahun 2010 dengan menggunakan software qm for windows dengan economic order quantity (eoq) model. tabel 1 data bahan baku 2010 variabel hard wheat soft wheat negara asal australia australia permintaan per tahun 1,302,607 ton 563,915.4 ton tingkat pemesanan 70 kali 60 kali biaya pemesanan rp 5,000,000 per pesanan rp 5,000,000 per pesanan biaya penyimpanan rp 30,000 per ton per hari rp 30,000 per ton per hari hari kerja 300 hari 300 hari lead time 61 hari 61 hari safety stock 33,272 ton 29,671 luaran perhitungan dengan menggunakan software qm for windows dengan economic order quantity (eoq) model ditunjukkan pada gambar 5 dan gambar 6. gambar 5 luaran perhitungan eoq untuk bahan baku hard wheat gambar 6 luaran perhitungan eoq untuk bahan baku soft wheat model supply chain..... (hendry ang)     81  berdasarkan perhitungan diperoleh hasil pada tabel 2. tabel 2 hasil perhitungan dengan model eoq variabel hard wheat soft wheat negara asal australia australia pemesanan optimal 20,837.52 ton 13,710.28 ton tingkat pemesanan 62.51 kali 41.13 kali total biaya pemesanan rp 312,562,800 rp 205,654,200 total biaya penyimpanan rp 312,562,800 rp 205,654,200 total biaya persediaan rp 625,125,600 rp 411,308,400 rop 298,135.4 ton 144,333.8 ton tanpa model eoq perhitungan tanpa model eoq untuk bahan baku hard wheat dan soft wheat tahun 2010 ditunjukkan dalam tabel 3. tabel 3 bahan baku 2010 variabel hard wheat soft wheat negara asal australia australia permintaan per tahun 1,302,607 ton 563,915.4 ton tingkat pemesanan 70 kali 60 kali biaya pemesanan rp 5,000,000 per pesanan rp 5,000,000 per pesanan biaya penyimpanan rp 30,000 per ton per hari rp 30,000 per ton per hari hari kerja 300 hari 300 hari lead time 61 hari 61 hari safety stock 33,272 ton 29,671 ton hasil perhitungan tanpa menggunakan model eoq ditunjukkan pada tabel 4. sedangkan tabel 5 menunjukkan perbandingan model eoq dan tanpa model eoq. berdasarkan hasil perbandingan tersebut, dapat disimpulkan bahwa biaya persediaan dengan menggunakan model eoq lebih murah dibandingkan dengan model persediaan tanpa model eoq. tabel 4 hasil perhitungan tanpa model eoq variabel hard wheat soft wheat negara asal australia australia pemesanan optimal 1,302,607/70 = 18,608.67 ton 563915.4/60 = 9,398.59 ton tingkat pemesanan 70 kali 60 kali total biaya pemesanan rp 5,000,000 x 70 = rp 350,000,000 rp 5,000,000 x 60 = rp 300,000,000 total biaya penyimpanan rp 30,000 x 18,608.67 = rp 558,260,100 rp 30,000 x 9,398.59 = rp 281,957,700 total biaya persediaan rp 908,260,100 rp 581,957,700   82   journal the winners, vol. 15 no. 1, maret 2014: 72-84  tabel 5 hasil perbandingan model eoq dan tanpa model eoq jenis bahan baku variabel model eoq tanda tanpa model eoq hard wheat tingkat pemesanan 62.51 kali < 70 kali total biaya pemesanan rp 312,562,800 < rp 350,000,000 total biaya penyimpanan rp 312,562,800 < rp 558,260,100 total biaya persediaan rp 625,125,600 < rp 908,260,100 soft wheat tingkat pemesanan 41.13 kali < 60 kali total biaya pemesanan rp 205,654,200 < rp 300,000,000 total biaya penyimpanan rp 205,654,200 < rp 281,957,700 total biaya persediaan rp 411,308,400 < rp 581,957,700 strategy decision setelah melakukan analisis pada tahapan oppportunity indentification dihasilkan keputusan model supply chain yang tepat untuk bogasari adalah push-based supply chain. model ini dipilih sebagai strategi yang tepat berdasarkan hasil analisis dan perhitungan yang dilakukan pada beberapa sampel produk bogasari. hasil analisis dan perhitungan menghasilkan alternatif mts sebagai alternatif yang tepat bagi perusahaan dalam merespons permintaan dan pesanan pelanggan. dalam alternative mts perusahaan pasti memiliki persediaan. untuk itu pengelolaan persediaan dapat dilakukan dengan model persediaan eoq. model persediaan eoq dapat membantu perusahaan dalam menentukan berapa jumlah bahan baku yang harus dipesan dalam melakukan sekali pemesanan, kapan harus melakukan pemesanan kembali (rop). serta untuk mengantisipasi ketidakpastian tingkat permintaan, dapat diantisipasi dengan stok pengaman (safety stock). untuk itu, bogasari dapat menerapkan e-scm untuk membantu perusahaan dalam mengelola kegiatan supply chain, sehingga mereka dapat terintegrasi dengan agen dan pelanggan. terintegrasinya perusahaan dan agen akan menghasilkan aliran informasi, data, dan material menjadi lebih lancar dan baik dengan kebutuhan informasi masing-masing pihak lebih update dan realtime, sehingga perusahaan dan agen dapat membangun suatu kolaborasi bisnis yang lebih baik. kolaborasi yang baik dengan agen di bagian upstream akan memudahkan perusahaan dalam mengendalikan arus produk. dengan begitu, perusahaan dapat meningkatkan kecepatan pelayanan pemesanan produk dari pelanggan yang dapat meningkatkan nilai bagi perusahaan. simpulan berdasarkan hasil analisis dan perancangan sistem e-scm yang telah dilakukan, penelitian menghasilkan beberapa simpulan. pertama, hasil analisis proses bisnis dengan value chain untuk mengetahui kondisi internal perusahaan menunjukan aliran informasi yang kurang lancar dalam proses bisnis di perusahaan terutama aliran informasi yang berada di bagian upstream. aliran informasi dengan agen sangat terbatas ketika proses pemesanan bahan baku dan pengambilan bahan baku ke pemasok yang mengakibatkan informasi yang diterima oleh bogasari menjadi tidak realtime dan update. aliran informasi yang terbatas di bagian upstream dapat mengakibatkan proses produksi menjadi terganggu sehingga proses pemenuhan pesanan menjadi tertunda. hal ini dapat mengurangi nilai perusahaan di mata pelanggan. kedua, hasil analisis five forces porter menunjukan bahwa daya tawar pemasok dan persaingan antarperusahaan sejenis memiliki kecenderungan yang kuat di lingkungan eksternal. bahan baku gandum yang dibutuhkan bogasari untuk melakukan produksi tepung semuanya berasal dari pemasok luar negeri. akibatnya, bogasari sangat bergantung pada pemasok-pemasok tersebut, model supply chain..... (hendry ang)     83  sehingga pemasok mempunyai daya tawar yang kuat. apabila bahan baku gandum yang dibutuhkan tidak tersedia, dapat menganggu proses produksi bogasari. hal ini mengakibatkan bogasari tidak dapat memenuhi permintaan tepung dari pelanggan dan pelanggan dapat mencari perusahaan lain sebagai alternatif, sehingga persaingan antarperusahaan sejenis semakin kompetitif dan kuat. ketiga, model supply chain yang tepat bagi perusahaan adalah push-based supply chain. model ini dipilih sebagai strategi yang tepat berdasarkan alternetif mts yang dipilih dalam merespons permintaan. alternatif mts yang dipilih pasti memiliki persediaan untuk mengelola persediaan yang ada dapat dilakukan dengan model persediaan eoq. keempat, agar proses bisnis yang berjalan dapat terintegrasi dengan baik, perusahaan dapat membangun sistem e-scm yang dapat mendukung proses bisnis perusahaan. sistem e-scm yang akan dirancang secara online tersebut diharapkan dapat membantu perusahaan berkomunikasi baik dengan agen. dengan demikian, aliran informasi lebih lancar yang menghasilkan informasi yang realtime dan mengurangi redundancy data yang ada, mengurangi biaya komunikasi yang mahal, serta mengintegrasikan perusahaan dengan agen dan pelanggan. e-scm dirancang dengan penyesuaian terhadap job description struktur organisasi, proses bisnis berjalan, dan infrastruktur yang dimiliki bogasari. bagian-bagian yang berkepentingan dalam proses operasional e-scm ini terdiri dari pengunjung, pelanggan, agen, marketing, bagian ppic, produksi, purchasing, raw material, finish good store, dan delivery dengan fitur-fitur yang berbeda untuk masing-masing bagian. saran saran-saran yang bermanfaat bagi perusahaan agar sistem dapat berjalan sesuai yang diharapakan kemudian hari adalah sebagai berikut. pertama, agar sistem e-scm dapat beroperasional secara maksimal, diperlukan pelatihan bagi para pengguna sistem. kedua, pembangunan sistem yang terintegrasi dapat meningkatkan nilai tambah bagi perusahaan. ketiga, pembangunan sistem perusahaan yang saling berkolaborasi dengan agen dan pelanggan dapat meningkatkan hubungan partnership yang kuat dengan para mitra bisnis. daftar pustaka asosiasi penyelenggara jasa internet indonesia (apjii). (n.d.). indonesia internet users. diakses dari http://www.apjii.or.id/v2/index.php/read/page/halaman-data/9/statistik.html chaffey, d. (2011). e-business & e-commerce management. new jersey: prentice hall. gimenez, c. & lourenco, h. r. (2004). e-supply chain management: review,implications and directions for future research. research group in business logistics greliet, department of economics & business, 769, 1–43. heizer, j. & render, b. (2009). operations management. 9th ed. new jersey: pearson education. jacobs, f. r., & chase, r. b. (2011). operations and supply chain management. new york: mcgraw-hill/irwin. laudon, k. c. & traver, c. c. (2012). e-commerce 2012 business technology society. england: pearson.   84   journal the winners, vol. 15 no. 1, maret 2014: 72-84  pujawan, i. n. (2005). supply chain management. surabaya: guna widya. rainer jr., r. k. & cegielski, c. g. (2011). introduction information systems: supporting and transforming business. usa: john wiley & sons. ross, d. f. (2003). introduction to e-supply chain management: engaging technology to build market-winning business partnership. florida: st. lucie press. taylor iii, b. w. (2004). introduction to management science. 8th ed. new jersey: pearson education. turban, e., king, d., mckay, j., marshall, p., lee, j., & viehland, d. (2008). electronic commerce 2008 a managerial perspective. new jersey: pearson education. microsoft word 03_antonius_ peminatan hartiwi.doc journal the winners, vol. 7 no. 1, maret 2006: 26-43 26 analisis pengaruh peminatan terhadap bidang kerja lulusan: studi kasus lulusan program studi s1 manajemen universitas bina nusantara tahun 2000–2004 antonius herusetya1; hartiwi prabowo2; synthia atas sari3 abstract article explore whether there is influences on choice of management department to the workforce absorpation by company as consumer of labour.technique analysis data use chi-quadrat to know influence between program enthusiasm and work all graduated. the research result indicates that there is significant influence between enthusiasm majors with job area entered by faculty of economics, majors management, university bina nusantara. enthusiasm majors management in this time still relevant with work all graduated (77.2%), specially marketing and entrepreneurship (92%). keywords: enthusiasm majors, graduated, management economy abstrak penelitian ingin mengetahui apakah terdapat pengaruh program peminatan jurusan manajemen terhadap penyerapan lulusan oleh perusahaan sebagai pengguna tenaga kerja. teknik analisis data menggunakan chi-kuadrat untuk mengetahui adanya pengaruh antara program peminatan dan bidang pekerjaan para lulusan. hasil penelitian, mengindikasikan adanya pengaruh yang signifikan antara peminatan jurusan dengan bidang kerja yang dimasuki oleh lulusan fakultas ekonomi, jurusan manajemen, universitas bina nusantara. peminatan jurusan manajemen saat ini masih relevan dengan bidang kerja lulusan (77,2%) khususnya peminatan pemasaran dan entrepreneurship (92%). kata kunci: peminatan jurusan, lulusan, ekonomi manajemen 1, 2, 3 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta analisis pengaruh peminatan … (antonius herusetya; dkk) 27 pendahuluan perguruan tinggi sangat berperan untuk mendidik mahasiswa menjadi sumber daya manusia berkualitas yang memiliki ilmu pengetahuan memadai dan keahlian yang siap terap. siap terap berarti dapat melaksanakan implementasi dari teori yang didapat selama masa belajar dan umumnya hanya memerlukan penyiapan adaptif untuk dapat menerapkan ilmu di tempat mereka bekerja. sumber daya manusia yang demikian yang sangat dibutuhkan oleh dunia industri. menyadari permintaan dunia industri terhadap sumber daya berkualitas yang siap terap, universitas bina nusantara, khususnya fakultas ekonomi, jurusan manajemen telah berusaha membuat kurikulum pendidikan yang disesuaikan dengan kebutuhan dunia industri. sejak tahun 1996, di jurusan manajemen universitas bina nusantara terdapat berbagai peminatan jurusan, yaitu peminatan jurusan pemasaran internasional, peminatan jurusan kewirausahaan, dan peminataan jurusan e-business. peminatan program studi ini sesuai dengan visi-misi dan tujuan program studi s1 manajemen. peminatan jurusan ini sedikit berbeda dengan peminatan jurusan manajemen universitas lainnya. jurusan manajemen universitas bina nusantara yakin bahwa peminatan jurusan yang ada, memang dibutuhkan oleh dunia industri, yaitu bidang kerja pemasaran, bidang kerja teknologi informasi, dan lulusan sarjana yang ingin mengelola usaha sendiri (wirausaha). dalam era globalisasi saat ini, perkembangan dunia industri semakin kompetitif. perkembangan teknologi dan industri membutuhkan sumber daya manusia yang mampu beradaptasi secara cepat. sumber daya manusia semakin spesifik dalam bidang kerjanya. berdasarkan hal tersebut, universitas bina nusantara, khususnya jurusan manajemen perlu menganalisis apakah peminatan jurusan manajemen saat ini dapat memenuhi kebutuhan industri yang telah berkembang pesat. untuk penelitian ini, dilakukan pengumpulan data melalui kuesioner kepada alumni jurusan manajemen universitas bina nusantara angkatan 1996-2000 selama bulan mei – juni 2005. masalah yang akan diteliti dalam penelitian ini sebagai berikut. 1. bagaimana hubungan program peminatan jurusan ekonomi manajemen terhadap penyerapan lulusan oleh perusahaan sebagai pengguna tenaga kerja (user)? 2. apakah pengaruh program peminatan jurusan ekonomi manajemen terhadap bidang kerja lulusan atau alumni ubinus? tujuan penelitian sebagai berikut. 1. untuk mengetahui pengaruh hubungan peminatan terhadap penyerapan lulusan oleh perusahaan sebagai pengguna tenaga kerja (user), khususnya lulusan jurusan ekonomi manajemen universitas bina nusantara 2000-2004. 2. untuk mengetahui pengaruh peminatan jurusan terhadap bidang kerja lulusan saat ini. 3. untuk mengetahui apakah program peminatan jurusan ekonomi manajemen masih dapat memenuhi kebutuhan dunia industri saat ini. journal the winners, vol. 7 no. 1, maret 2006: 26-43 28 manfaat penelitian sebagai berikut. 1. sebagai data informasi bagi jurusan ekonomi manajemen, kekurangan dan kelebihan program peminatan jurusan ekonomi manajemen dalam memenuhi kebutuhan dunia industri sebagai pengguna tenaga kerja (user). 2. sebagai data informasi bagi jurusan ekonomi manajemen universitas bina nusantara, kompetensi lulusan ekonomi manajemen di bidang kerjanya. 3. sebagai data informasi bagi jurusan ekonomi manajemen ubinus, program peminatan jurusan yang masih dapat memenuhi kebutuhan dunia industri saat ini. pembahasan pendidikan tinggi definisi pendidikan tnggi badan hukum yang dimiliki oleh pihak swasta yang bergerak pada bidang pendidikan. tujuan pendidikan tinggi berdasarkan situs http://www.dikti.org/orgmhs.html (2005), tujuan pendidikan tinggi sebagai berikut. 1. menyiapkan peserta didik menjadi anggota masyarakat yang memiliki kemampuan akademik dan/atau profesional yang dapat menerapkan, mengembangkan, dan/atau menciptakan ilmu pengetahuan, teknologi, dan/atau kesenian. 2. mengembangkan dan menyebarluaskan ilmu pengetahuan, teknologi, dan/atau kesenian serta mengupayakan penggunaannya untuk meningkatkan taraf kehidupan masyarakat dan memperkaya kebudayaan nasional. harapan dunia bisnis terhadap lulusan perguruan tinggi harapan dunia bisnis terhadap lulusan perguruan tinggi menurut sudhamek aws (2002), sebagaimana dikutip oleh dr. chandra setiawan dan drs. tri pujadi, ak. mm dalam makalah “proses pengembangan dan implementasi kurikulum program studi manajemen sekolah tinggi ilmu ekonomi ‘ibii’ (stie ibii) jakarta” yang disampaikan pada seminar dan lokakarya nasional pengembangan kurikulum inti program studi berbasis kompetensi program studi manajemen (s1), yang diselenggarakan oleh aptisi wilayah iii, kopertis wilayah iii jakarta pada tanggal 24 agustus 2004, antara lain: analisis pengaruh peminatan … (antonius herusetya; dkk) 29 1. pemahaman tentang dunia usaha (business knowledge), bahwa kenyataan kesenjangan antara dunia usaha indonesia dengan perkembangan teori yang dipelajari harus disadari dan dipahami dengan benar oleh penyelenggara pendidikan (perguruan tinggi). 2. penguasaan basic competence secara praktis dibidangnya masing-masing. hal itu hendaknya dilakukan melalui program magang dan/atau proyek praktis. 3. penyiapan para lulusan perguruan tinggi untuk menjadi jembatan antara tuntutan perdagangan global (dengan sistem dan kemajuan informasinya) dengan kenyataan kondisi umum usaha indonesia yang masih bertumpu pada orang per orang (bukan sistem) dan cenderung orientasi jangka pendek. 4. mata kuliah leadership dan entrepreneurship (serta kerja praktiknya) perlu ditingkatkan bobotnya. 5. perlu aktivitas yang membangun adversity quotient lulusan, misalnya outbound, climbing. 6. perlu mata kuliah praktis, misalnya speech & presentation. industri menurut phillip kotler (2002:250), industri merupakan sekelompok perusahaan yang menawarkan suatu produk atau kelas produk yang merupakan substitusi terdekat satu dengan lainnya. berdasarkan situs biz.yahoo.com/glossary/bfglosi.html (2003), industri didefinisikan sebagai berikut: “the category describing a company’s primary business activity. this category is usually determined by the largest portion of revenue”. jadi, susunan horizontal perusahaan pada tingkatan atau level tertentu dalam saluran pemasaran. suatu industri terdiri atas perusahaan pada hanya satu sisi suatu pasar. perusahaan pada industri yang sama merupakan saingan dan hubungan kompetitif ada diantaranya. konsep sumber daya manusia (sdm) berdasarkan situs www.c-risk.com/referencelibrary/cm glossary01.htm (2001), sumber daya manusia didefinisikan sebagai berikut: “persons who have inherent an acquired skills, knowledge and abilities to function to the benefit of an employer. they can be employeesor contact personnel.” jadi, orang-orang yang memiliki sifat atau pembawaan dari keahlian, pengetahuan, dan kemampuan yang diperoleh, yang berfungsi sebagai suatu keuntungan bagi yang mempekerjakan mereka. mereka dapat menjadi karyawan atau penghubung personalia. berdasarkan situs www.columbia.k12.mo.us/showmeeconomics/econ glossary.htm (2000) definisi sdm sebagai berikut: “human resources” refers to the quantity and quality of human effort directed to the production of goods and services.” jadi, sumber daya manusia mengacu pada jumlah dan kualitas dari usaha manusia yang diarahkan pada produksi barang dan jasa. journal the winners, vol. 7 no. 1, maret 2006: 26-43 30 dari kedua definisi tersebut, dapat disimpulkan bahwa kualitas sumber daya manusia, seperti keahlian, pengetahuan, dan kemampuan merupakan faktor yang menunjang keberhasilan perusahaan dalam memproduksi barang dan jasa. teori permintaan menurut sukirno (2002:75), teori permintaan menerangkan tentang ciri hubungan antara jumlah permintaan dan harga. faktor penentu permintaan sebagai berikut. 1. harga barang itu sendiri. 2. harga barang lain yang berkaitan erat dengan barang tersebut. 3. pendapatan rumah tangga dan pendapatan rata-rata masyarakat. 4. corak distribusi pendapatan dalam masyarakat. 5. citarasa masyarakat. 6. jumlah penduduk. 7. ramalan mengenai keadaan di masa yang akan datang. hukum permintaan menurut sukirno (2002:76), hukum permintaan pada hakikatnya merupakan suatu hipotesis yang menyatakan: “makin rendah harga suatu barang maka makin banyak permintaan terhadap barang tersebut. sebaliknya, makin tinggi harga untuk suatu barang maka makin sedikit permintaan terhadap barang tersebut.” analisis pengaruh peminatan … (antonius herusetya; dkk) 31 kerangka pemikiran gambar 1 kerangka berpikir metode penelitian dalam penelitian ini digunakan jenis penelitian studi kasus dengan metode deskriptif kualitatif. metode deskriptif memberikan gambaran jumlah lulusan universitas bina nusantara jurusan ekonomi manajemen berdasarkan angkatan dan program peminatannya serta bidang kerja yang mereka geluti setelah lulus perguruan tinggi universitas bina nusantara. akhirnya diuraikan juga hubungan peminatan jurusan manajemen dan bidang kerja yang mereka geluti saat ini. teknik pengumpulan data dalam menganalisis, diperlukan data yang akan dapat menunjang dan mendukung analisis tersebut. data yang digunakan sebagai berikut. 1. data primer data diperoleh dari hasil kuesioner yang dibagikan kepada lulusan ekonomi manajemen universitas bina nusantara sebagai responden. 2. data sekunder data diperoleh dari dokumen lulusan ekonomi manajemen universitas bina nusantara tahun 2000-2004 di applied technology laboratorium (atl). journal the winners, vol. 7 no. 1, maret 2006: 26-43 32 teknik pengumpulan data menggunakan hal berikut. 1. kuesioner isi kuesioner adalah pertanyaan terstruktur tentang fakta yang berkaitan dengan pekerjaan para lulusan ekonomi manajemen universitas bina nusantara. hasil kuesioner diperoleh dari 250 responden. jumlah lulusan ekonomi manajemen universitas bina nusantara tahun 2000-2004 adalah sebesar 1443 orang. dengan menggunakan taraf kesalahan 5% maka berdasarkan rumus issac dan michael (sugiono, 2001:81) jumlah sampel yang diperoleh adalah 250 responden. pengambilan sampel berdasarkan tahun lulusan dan bidang peminatannya. tabel 1 data populasi dan sampel berdasarkan peminatan sampel tahun jumlah lulusan sampel peminatan pemasaran peminatan kewirausahaan peminatan e-business 14 36 74 84 43 2000 2001 2002 2003 2004 24 191 337 478 413 8 18 37 33 19 6 18 37 26 12 25 11 250 total 1443 115 97 36 2. studi kepustakaan penelitian ini digunakan untuk memperoleh data sekunder dengan membaca, mencatat data dari text book dan internet, serta media lain. instrumen pengukuran tabel 2 instrumen pengukuran variabel dimensi indikator program peminatan jurusan pemasaran internasional kewirausahaan e-business penyerapan lulusan oleh perusahaan jenis pekerjaan a. perusahaan swasta indonesia b. perusahaan pemerintah c. perusahaan keluarga d. wirausaha e. multinational corporation analisis pengaruh peminatan … (antonius herusetya; dkk) 33 tabel 2 instrumen pengukuran (lanjutan) variabel dimensi indikator bidang kerja a. otomotif b. pendidikan c. pertanian/perkebunan d. perbankan e. keuangan f. perikanan/peternakan g. retail h. perminyakan i. percetakan/penerbitan j. asuransi k. pertambangan l. pariwisata/jasa biro m. kehutanan n. koperasi o. lain-lain, sebutkan departemen a. pemasaran b. keuangan/akuntansi c. sdm d. operasional/teknik e. sistem informasi f. administrasi teknik analisis data teknik statistik non paramcrik chi-kuadrat (x2). teknik ini digunakan untuk mengetahui apakah ada hubungan antara dua variabel. menurut sutiaryadi dan purwanto (2004, p.586), chi-kuadrat untuk uji independensi merupakan uji dua arah antara dua variabel, yaitu variabel kesatu dalam kolom dan variabel kedua dalam baris (disebut tabel kontingensi). langkah yang dilakukan sebagai berikut. 1. menyusun hipotesis ho menyatakan tidak ada hubungan antara dua variabel. ha menyatakan ada hubungan antara dua variabel. 2. mengetahui nilai x2 kritis dengan taraf nyata α dan derajat kebebasan df = (r – 1) x (c – 1). 3. menentukan frekuensi harapan (fe) dan fe untuk setiap sel dirumuskan sebagai berikut. fe = totaljumlah kolommenurutjumlahxbarismenurutjumlah journal the winners, vol. 7 no. 1, maret 2006: 26-43 34 4. mencari nilai x2 dengan rumus berikut. x2 = fe fefok i 2 1 )( − ∑ − keterangan: x2 = nilai chi-kuadrat fe = nilai yang diharapkan fo = nilai observasi 5. menentukan daerah kritis, yaitu daerah penerimaan ho dan penolakan ha. 6. mengambil keputusan menolak atau menerima ho. program studi s1 manajemen universitas bina nusantara visi jurusan manajemen sejalan dengan visi universitas bina nusantara, yaitu menjadi jurusan panutan dalam menerapkan bidang ilmu manajemen, terutama terkait dan ditunjang oleh berbagai bentuk penerapan teknologi informasi. misi menyelenggarakan pendidikan komprehensif di bidang bisnis yang memberikan peluang untuk membangun kompetensi dalam program e-business, international marketing, dan entrepreneurship. tujuan mendidik mahasiswa dalam ilmu dan seni bisnis, konsep, dan metode serta membantu mereka untuk berpikir sebagai manager dan pemimpin bisnis masa depan. profil secara umum jurusan manajemen di universitas bina nusantara didirikan pada tahun 1996. jurusan ekonomi manajemen telah berhasil mendapatkan akreditasi dengan nilai a dari badan akreditasi nasional perguruan tinggi depdiknas ri pada bulan januari 2004. jurusan ini merupakan jurusan terbesar ke-4 dalam hal jumlah mahasiswa. jumlah mahasiswa aktif sebanyak 2.292 orang. jumlah dosen sebanyak 117 dosen yg terdiri dari 88% dosen s2 dan s3 lulusan dalam dan luar negeri. analisis pengaruh peminatan … (antonius herusetya; dkk) 35 tujuan umum dan khusus menyelenggarakan pendidikan komprehensif di bidang manajemen dan binis untuk mempersiapkan manajer bisnis masa depan dengan memberikan peluang untuk membangun kompetensi dalam program e-business, international marketing, dan entrepreneurship. program pendidikan yang dirancang berbasis pada perubahan kontekstual yang dihadapi dunia bisnis dan kecenderungannya ke depan serta memberikan pengetahuan aplikatif teknologi informasi dalam bisnis. untuk lebih memberikan kebebasan bagi mahasiswa dalam mengembangkan kemampuannya, diberikan pilihan peminatan (konsentrasi), yaitu peminatan e-business, international marketing, dan entrepreneurship, yang dalam penyelenggaraannya memadukan aspek konseptual dan aplikasinya yang didukung dengan sarana laboratorium bisnis dan teknologi informasi. 1. kompetensi mental dan moral memiliki kompetensi mental dan moral yang baik, melalui pendalaman nilai dasar kemanusiaan yang ditunjang oleh penguasaan ilmu dan aplikasi manajemen bisnis yang terwujud dalam sikap perilaku sehingga membangun relasi yang baik dengan dirinya, sesama, dunia, dan tuhan. 2. kompetensi intelegensia • memiliki pengetahuan dan ketrampilan dalam mengeksploitasi teknologi informasi untuk memecahkan masalah sehingga dapat meningkatkan prestasi, produktivitas, dan profesionalisme dalam bekerja. • memiliki pengetahuan dan wawasan elemen mikro dan makro ekonomi serta isu dalam perekonomian global yang mempengaruhi perusahaan atau bisnis baik secara langsung maupun tidak langsung. • memiliki kemampuan dalam memahami kinerja keuangan perusahaan dan bisnis serta memiliki keterampilan dalam pengambilan keputusan keuangan jangka pendek dan jangka panjang dengan didukung oleh pengetahuan akuntansi dan keuangan. • memiliki pengetahuan dan keterampilan kuantitatif dalam menyelesaikan masalah di bidang bisnis dan mampu mengembangkan model kuantitatif, menjalankan model menggunakan peralatan lunak komputer, mengintrepretasikan hasilnya dan membuat rekomendasi atau keputusan. • memiliki landasan teori yang kuat dalam bidang manajemen dan bisnis internasional dan mempunyai kemampuan untuk mengaplikasikannya dalam berbagai lingkungan organisasi. • memiliki pengetahuan dan keterampilan sesuai peminatan yang dipilih, yaitu: a. peminatan e-business akan memberikan bekal kepada lulusan agar mengerti untuk merancang dan mengelola suatu cara baru dalam berbisnis pada era digital. journal the winners, vol. 7 no. 1, maret 2006: 26-43 36 b. peminatan international marketing akan memberikan bekal kepada lulusan dalam bidang strategi pemasaran produk dan jasa dengan pemahaman lingkungan bisnis nasional dan internasional. c. peminatan entrepreneurship akan memberikan bekal kepada lulusan untuk merancang dan mengelola suatu usaha bisnis mandiri. tabel 3 daftar matakuliah peminatan kelompok mata kuliah sks mpb peminatan : pemasaran internasional j0384 perilaku konsumen 4 j0412 riset pemasaran 2 j0474 pemasaran internasional 4 j0504 strategi pemasaran 4 j0662 seminar pemasaran 2 peminatan : pemasaran internasional j0394 perancangan situs web 4 j0422 manajemen ecorporation 2 j0484 aplikasi dan penerapan ebisnis 4 j0514 strategi dan pemasaran ebisnis 4 j0672 seminar ebisnis 2 peminatan : kewirausahaan j0374 kewirausahaan 4 j0402 strategi bisnis 2 j0464 studi kelayakan bisnis 4 j0494 manajemen perubahan 4 j0652 seminar kewirausahaan 2 analisis dan hasil penelitian pengambilan data dalam penelitian ini dilakukan pada bulan april – juni 2005. data responden sebanyak 250 sampel. hasil penelitian adalah sebagai berikut. deskripsi responden pengambilan sampel berdasarkan gender sampel yang digunakan sejumlah 250 yang terdiri dari 147 laki-laki dan 103 perempuan. pengambilan sampel berdasarkan peminatan jurusan fakultas ekonomi terdiri dari 3 peminatan jurusan, yaitu kewirausahaan, e-business, dan pemasaran. dari 250 sampel yang peneliti ambil, 99 sampel merupakan peminatan pada kewirausahaan, 36 sampel pada e-business, dan 115 sampel pada peminatan pemasaran. analisis pengaruh peminatan … (antonius herusetya; dkk) 37 pengambilan sampel berdasarkan angkatan sampel diambil dari angkatan masuk tahun 1996 sampai dengan tahun 2000 atau di binus dikenal sebagai lulusan tahun 2000 – 2004. adapun pengambilan sampel adalah sebagai berikut. tahun 1996 sejumlah 14 responden tahun 1997 sejumlah 36 responden tahun 1998 sejumlah 74 responden tahun 1999 sejumlah 84 responden tahun 2000 sejumlah 42 responden analisis hubungan lulusan fakultas ekonomi dengan bidang kerja hubungan peminatan jurusan di fakultas ekonomi dengan jenis perusahaan dari tabel dan grafik berikut ini, peneliti mengetahui bahwa responden mahasiswa lulusan fe yang bekerja di perusahaan swasta adalah sebanyak 150 orang atau 60% dari total responden kemudian diikuti sebagai wirausaha sebanyak 98 orang atau 39,2%. hal itu mengindikasikan bahwa mahasiswa lulusan fe lebih banyak bekerja di perusahaan swasta atau menjadi pegawai dan sebagian menjadi wirausaha. tabel 4 hubungan peminatan jurusan di fakultas ekonomi dengan jenis perusahaan perusahaan total tdk jwb swasta keluarga wirausaha kewirausahaan 0 41 0 58 99 e-bbusiness 1 21 1 13 36 pemasaran 0 88 0 27 115 total 1 150 1 98 250 sumber: hasil kuesioner journal the winners, vol. 7 no. 1, maret 2006: 26-43 38 hubungan peminatan jurusan di fakultas ekonomi dengan bidang kerja perusahaan bisnis 41optik p'rm han o lahraga plastik fcbhn sintesis m knan apotik listrik exim fow arding itasuransi perm inyakan perikanan/peternakan perbankan o tom otif p er ce nt 16 14 12 10 8 6 4 2 0 2 1 4 7 2 4 2 6 3 13 4 22 12 2 5 6 14 gambar 2 grafik hubungan peminatan jurusan di fakultas ekonomi dengan bidang kerja perusahaan mahasiswa lulusan fe binus, terbanyak bekerja pada bidang otomotif , sebesar 14%, kemudian 13% di it, dan ditempat ketiga terbanyak adalah bidang retail sebanyak 12%. hubungan peminatan jurusan di fakultas ekonomi dengan departemen pekerjaan tabel 5 hubungan peminatan jurusan di fakultas ekonomi dengan departemen pekerjaan departemen total wirausaha pemasaran keuangan/akutansi sdm operasional sistem informasi adm. p'gudang collection kewirausahaan 57 23 15 1 2 1 99 e-business 13 10 7 1 1 2 2 36 pemasaran 27 41 30 5 5 5 1 1 115 total 97 74 52 5 6 2 9 4 1 250 sumber: hasil kuesioner analisis pengaruh peminatan … (antonius herusetya; dkk) 39 dari hasil tabel tersebut dapat dikatakan bahwa lulusan fe-ubinus mayoritas adalah sebagai pengusaha, yaitu sebanyak 38% kemudian di bidang pemasaran sebanyak 29,6%, dan ditempat ketiga adalah pada bidang keuangan sebesar 20,8%. hubungan peminatan jurusan di fakultas ekonomi dengan jabatan/posisi di pekerjaan saat ini tabel 6 hubungan peminatan jurusan di fakultas ekonomi dengan jabatan/posisi di pekerjaan saat ini jabatan total tdk jwb manajer asisten manajer kepala bagian supervisor staff sektrs pemilik kewirausahaan 0 0 0 0 0 42 0 57 99 e-business 0 1 1 0 2 18 1 13 36 pemasaran 1 1 3 6 1 76 0 27 115 total 1 2 4 6 3 136 1 97 250 sumber: hasil kuesioner lulusan fe-ubinus yang bekerja pada perusahaan swasta, sampai pada tahun 2005 ini, yang telah mencapi posisi jabatan manajer dan asisten manajer hanya 2,4%. terbanyak adalah sebagai staf sebanyak 54,4 % kemudian menjadi pemilik dari suatu usaha adalah 38%. pendapat lulusan fe, apakah peminatan jurusan yang mereka ambil sesuai dengan bidang kerjanya saat ini tabel 7 pendapat lulusan fe, apakah peminatan jurusan yang mereka ambil sesuai dengan bidang kerjanya saat ini sesuai pmntan total tdk jwb ya tidak ragu-ragu kewirausahaan 1 80 1 17 99 e-business 0 10 19 7 36 pemasaran 1 103 3 8 115 total 2 193 23 32 250 sumber: hasil kuesioner journal the winners, vol. 7 no. 1, maret 2006: 26-43 40 dari seluruh responden alumni lulusan fe-binus, ternyata 77,2 % mengatakan bahwa peminatan yang mereka ambil sudah sesuai dengan bidang kerja mereka saat ini. namun,s masih ada sebesar 12,8% yang ragu-ragu dan 9,2% merasa bahwa bidang kerja yang mereka masuki tidak sesuai dengan peminatan yang mereka ambil waktu kuliah di ubinus. pendapat lulusan fe, peminatan jurusan yang diperlukan untuk bidang kerjanya saat ini tabel 8 pendapat lulusan fe, peminatan jurusan yang diperlukan untuk bidang kerjanya saat ini jurusan diperlukan total tdk dijwb pemasaran kewirausahaan e-business kewirausahaan 1 17 81 0 99 e-business 0 17 2 17 36 pemasaran 1 110 3 1 115 total 2 144 86 18 250 sumber: hasil kuesioner mahasiswa lulusan ekonomi manajemen berpendapat bahwa peminatan jurusan yang diperlukan bagi mereka, yang dapat menunjang kerja adalah peminatan jurusan pemasaran dan kewirausahaan. untuk peminatan pemasaran, memiliki persentase sebesar 54,6% dan kewirausahaan sebesar 34,4%. pendapat lulusan fe tentang mata kulilah yang diperlukan untuk bidang kerjanya saat ini tabel 9 pendapat lulusan fe tentang mata kuliah yang diperlukan untuk bidang kerjanya saat ini mata kuliah total tdk dijwb pmsr intl. mnjm pmsran wirausaha mnjm stratg keu e-cmrc akts sdm pjk kewirausahaan 2 0 23 53 9 4 0 8 0 0 99 e-business 3 0 13 0 16 3 1 0 0 0 36 pemasaran 3 1 59 0 22 10 0 17 2 1 115 total 8 1 95 53 47 17 1 25 2 1 250 sumber: hasil kuesioner analisis pengaruh peminatan … (antonius herusetya; dkk) 41 lulusan ekonomi manajemen berpendapat bahwa matakuliah yang diperlukan bagi mereka dalam pekerjaan saat ini adalah manajemen pemasaran sebanyak 38%, kemudian kewirausahaan sebanyak 21,2%, dan manajemen strategis sebesar 18,8%. dan yang terkecil adalah mata kuliah e-commerce hanya sebesar 2,7%. analisis hasil penelitian pertanyaan analisis pengaruh program peminatan jurusan ekonomi manajemen terhadap bidang kerja. berdasarkan tabel 8, besarnya pengaruh dapat dianalisis dengan chi square sebagai berikut. tabel 10 chi-square tests value df asymp. sig. (2-sided) pearson chi-square 41.296(a) 16 .001 likelihood ratio 44.642 16 .000 linear-by-linear association 11.577 1 .001 n of valid cases 250 a 18 cells (66.7%) have expected count less than 5. the minimum expected count is .14. sumber: hasil kuesioner dengan chi-square, peneliti mendapatkan hasil bahwa program peminatan jurusan ekonomi manajemen memiliki hubungan yang signifikan terhadap bidang kerja yang dimasuki oleh para lulusan ekonomi manajemen sebesar 41,296 dengan tingkat signifikansi sebesar 0,001. hal itu berarti tolak h0 pada hipotesis. journal the winners, vol. 7 no. 1, maret 2006: 26-43 42 penutup simpulan dari hasil analisis penelitian ini, peneliti menyimpulkan sebagai berikut. 1. pengaruh program peminatan jurusan ekonomi manajemen terhadap penyerapan lulusan oleh perusahaan sebagai pengguna tenaga kerja sebesar 60% (150/250 x 100%). 2. pengaruh program peminatan jurusan ekonomi manajemen terhadap bidang kerja alumni sebesar 41,296%. 3. pengaruh program peminatan kewirausahaan terhadap bidang kerja lulusan sebagai wirausaha adalah sebesar 57,57%. 4. pengaruh program peminatan e-business terhadap lulusan sebagai staf pada bidang sistem informasi adalah sebesar 2,7%. 5. pengaruh program peminatan pemasaran internasional terhadap lulusan sebagai staf/ manajer pada bidang pemasaran adalah sebesar 35,6%. 6. peminatan jurusan mn saat ini masih relevan dengan bidang kerja lulusan (77,2%), khususnya peminatan pemasaran dan entrepreneurship (92%). 7. mata kuliah yang ditawarkan jurusan yang mendukung bidang kerja lulusan adalah manajemen pemasaran (38%), entrepreneurship (21,2%), dan akuntansi & keuangan (16,6%). saran dari hasil penelitian ini, peneliti mengajukan saran sebagai berikut. 1. peminatan jurusan pemasaran internasional dirasakan masih perlu untuk dipertahankan, disebabkan 57,6% menyatakan bahwa peminatan ini masih sesuai dengan lapangan pekerjaan. 2. dari hasil kuesioner, sebesar 34,4% responden mengatakan bahwa peminatan jurusan kewirausahaan masih sesuai dengan bidang kerja mereka saat ini. 3. peminatan jurusan e-business, mungkin perlu dipertimbangkan untuk ditingkatkan lagi karena hanya sebesar 7, % yang mengatakan bahwa peminatan ini sesuai dengan bidang kerja mereka. 4. mata kuliah yang dirasa sangat perlu untuk mendukung bidang kerja adalah sebagai berikut. • manajemen pemasaran sebesar 3 % • kewirausahaan sebesar 21,2% • manajemen strategi sebesar 18,8% 5. perlunya dipertimbangkan pembukaan jenis peminatan yang baru, misalnya peminatan keuangan sebagai difersifikasi produk jurusan yang mendukung kompetensi lulusan. 6. perlunya pengendalian mutu matakuliah dalam peminatan sebagai suatu kesatuan benang merah. analisis pengaruh peminatan … (antonius herusetya; dkk) 43 daftar pustaka anonymous. www.biz.yahoo.com/glossary/bfglosi.html _______. www.c-risk.com/referencelibrary/cm glossary01.htm _______. www.columbia.k12.mo.us/showmeeconomics/econ glossary.htm keputusan menteri pendidikan dan kebudayaan republik indonesia no. 155/u/98 tentang pedoman umum organisasi kemahasiswaan di perguruan tinggi. diakses 17 juli 2005 dari http://www.dikti.org/orgmhs.html. kotler, philip. 2002. manajemen pemasaran. edisi millenium. jilid 1,2. jakarta: prenhallindo. renyowijoyo, h. muindro. 2004. “makalah penyusunan kurikulum berbasis kompetensi program studi manajemen strata satu trisakti school of management (stie trisakti).” jakarta. setiawan, chandra dan tri pujadi. 2004. “makalah proses pengembangan dan implementasi kurikulum program studi manajemen sekolah tinggi ilmu ekonomi ibii (stie ibii).” jakarta. sugiyono. 2003. metode penelitian bisnis. cetakan ke 5 cv. bandung: alfabeta. sukirno, sadono. 2002. pengantar teori mikro ekonomi. edisi 3. jakarta: pt raja grafindo persada. universitas bina nusantara. www.binus.ac.id, juli 2005. microsoft word 06_anggara.doc perencanaan dan pengendalian … (anggara hayun a) 155 perencanaan dan pengendalian proyek dengan metode pert – cpm: studi kasus fly over ahmad yani, karawang anggara hayun a1 abstract the efficiency and effectivity is not a new guide in this global era. as a professional and innovative company, like consultant construction company that always makes customer satisfy, has a good achievement and reputation. there fore, efficiency and affectivity are necessary needed in a company. article gives some inputs how to manage time become more effective and efficient in finishing project with cpm method. with using cpm method in “fly over project ahmad yani-karawang”, is figured out the optimal time to finish this project which is 184 days. keywords: planning, controlling, project, pert cpm method abstrak istilah efisien dan efektif bukan merupakan hal yang baru pada era globalisasi. seperti halnya perusahaan yang bekerja secara profesional dan inovatif seperti perusahaan konsultan jasa kontruksi selalu berupaya untuk memuaskan konsumen, berprestasi dan menjaga nama baik perusahaan sehingga efisiensi dan efektivitas merupakan hal yang diperlukan perusahaan. artikel ini memberikan masukan cara mengatur waktu untuk menyelesaikan proyek lebih efisien dan efektif dengan menggunakan metode cpm. dengan menggunakan metode ini, diperoleh waktu optimal untuk menyelesaikan proyek ”fly over ahmad yani karawang” yaitu selama 184 hari. kata kunci: perencanaan, pengendalian, metode pert-cpm 1 staf peneliti bppt dan staf pengajar jurusan teknik industri, fakultas teknik ubinus journal the winners, vol. 6 no. 2, september 2005: 155-174 156 pendahuluan perkembangan ilmu dan teknologi semakin hari semakin pesat dan biasanya akan diikuti oleh aktivitas-aktivitas yang semakin besar dan semakin padat, dan tentunya secara langsung maupun tidak langsung akan diikuti pula oleh permasalahanpermasalahan yang semakin hari semakin kompleks.di negara yang sedang berkembang, dalam rangka miningkatkan taraf hidup rakyatnya tuntutan pembangunan disegala bidang semakin dapat dirasakan. pembangunan tersebut berupa pembangunan fisik proyek serta pembangunan gedung, jembatan prasarana, mendirikan industri ringan dan berat, jaringan telekomunikasi dan lain-lain.menghadapi keadaan demikian, langkah yang umumnya ditempuh disamping mempertajam prioritas adalah mengusahakan meningkatkan efesiensi dan efektifitas pengelolaan agar dicapai hasil guna yang maksimal dari sumber daya yang tersedia. dalam melaksanakan pembangunan suatu proyek maka perusahaan melakukan pelelangan proyek kepada kepada kontraktor yang memenuhi syarat, dan kontraktor yang terpilih akan melaksanakan pembangunan tersebut sebagai mitra dari perusahaan. kemudian perusahaan melakukan peninjauan-peninjauan dan pengawasan terhadap kerja kontraktor, dengan tujuan perusahaan dapat mengetahui dan mengikuti perkembangan yang terjadi dilapangan. hal ini diperlukan karena dalam pemberian biaya proyek sesuai dengan yang ada dikontrak harus diketahui bagaimana prestasi kerja atau berapa persen pembangunan telah berjalan. perencanaan dan pengendalian proyek dengan pert-cpm pengolahan proyek-proyek berskala besar dang berhasil memerlukan perencanaan, penjadwalan , dan penggorganisasian berkaitan. untuk itu, maka pada tahun 1950 telah dikembangkan prosedur-prosedur formal yang didasarkan atas penggunaan network (jaringan) dan teknik-teknik network. prosedur yang paling utama dari prosedurprosedur yang dikenal sebagai pert (program evaluation and review technique) -cpm (critical path method), yang diantara keduanya terdapat beberapa perbedaan penting. namun, kecenderungan pada dewasa ini adalah menggembungkan kedua pendekatan tersebut menjadi apa yang biasa dikenal sebagai pert-type system. walaupun pert-type system ini pada mulanya digunakan untuk mengevaluasi penjadwalan program penelitian dan pengembangan, kini digunakan pula untuk mengendalikan kemajuan berbagai type proyek khusus lainnya. sebagai contoh dari berbagai tipe proyek ini adalah program-program konstruksi, pemograman komputer, rencana pemeliharaan, dan pemasangan sistem komputer. perencanaan dan pengendalian … (anggara hayun a) 157 pert-type system ini dirancang untuk membantu dalam perencanaan dan pengendalian sehingga tidak langsung terlibat dalam optimasi. tujuan sistem ini adalah: 1. untuk menentukan probabilitas tercapainya batas waktu proyek. 2. untuk menetapkan kegiatan mana ( dari suatu proyek) yang merupakan bottlenecks (menentukan waktu penyelesaian seluruh proyek) sehingga dapat diketahui pada kegiatan mana kita harus bekerja keras agar jadwal dapat terpenuhi 3. untuk mengevaluasi akibat dari perubahan-perubahan program, pert-type system ini juga dapat mengevaluasi akibat dari terjadinya penyimpangan pada jadwal proyek. simbol yang digunakan dalam menggambarkan suatu network digunakan tiga buah symbol sebagai berikut: 1. → anak panah = arrow, menyatakan sebuah kegiatan atau aktivitas. kegiatan disini didefinisikan hal yang memerlukan durasi (jangka waktu tertentu) dalam pemakaian sejumlah resource (sumber tenaga, peralatan, peralatan, material, biaya). baik panjang maupun kemiringan anak panah ini sama sekali tidak mempunyai arti. jadi, tidak perlu menggunakan skala. kepala anak panah menjadi pedoman arah tiap kegiatan, yang menunjukkan bahwa suatu kegiatan dimulai dari permulaan dan berjalan maju sampai akhir dengan arah dari kiri ke kanan. 2. ο lingkaran kecil = node, menyatakan sebuah kejadian atau peristiwa atau event. kejadian (event) disini didefinisikan sebagai ujung atau pertemuan dari satu atau beberapa kegiatan. 3. anak panah terputus-putus, menyatakan kegiatan semu atau dummy. dummy disini berguna untuk membatasi mulaiya kegiatan. seperti halnya kegiatan biasa, panjang dan kemiringan dummy ini juga tidak berarti apa-apa sehingga tidak perlu berskala. bedanya dengan kegiatan biasa ialah bahwa dummy tidak mempunyai durasi (jangka waktu tertentu) karena tidak memakai atau menghabiskan sejumlah resource. dalam pelaksanaanya, simbol-simbol ini digunakan dengan mengikuti aturanaturan sebagai berikut : 1. diantara dua event yang sama, hanya boleh digambarkan satu anak panah. 2. nama suatu kegiatan dinyatakan dengan hurup atau dengan nomor event. 3. kegiatan harus mengalir dari event bernomor rendah ke event bernomor tinggi. 4. diagram hanya memeiliki initial event dan sebuah terminial event. penentuan waktu setelah network suatu proyek dapat digambarkan,langkah berikutnya adalah mengestimasi waktu yang diperlukan untuk masing-masing kegiatan, dan menganalisis seluruh diagram network untuk menentukan waktu terjadinya masing-masing kejadian. journal the winners, vol. 6 no. 2, september 2005: 155-174 158 dalam mengestimasi dan menganalis waktu ini, akan kita dapatkan satu atau beberapa lintasan tertentu dari kegiatan-kegiatan pada network tersebut yang menentukan jangka waktu penyelesaian seluruh proyek. lintasan ini disebut lintasan kritis (critical path). disamping lintasan kritis ini terdapat lintasan-lintasan lain yangh mempunyai jangka waktu yang lebih pendek dari pada lintasan kritis. dengan demikian, maka lintasan yang tidak kritis ini mempunyai waktu untuk bias terlambat, yang dinamakan float. float memberikan sejumlah kelonggaran waktu dan elastisitas pada sejumlah network, dan ini dipakai pada waktu penggunaan network dalam praktek atau digunakan pada waktu mengerjakan penentuaan jumlah material, peralatan, dan tenaga kerja. float ini terbagi atas dua jenis, yaitu total float dan free float. notasi yang digunakan untuk memudahkan perhitungan penentuaan waktu ini digunakan gambar dan notasi-notasi seperti yang ditunjukkan dalam gambar 1 berikut ini : kegiatan es es lfls ef ef ls lf gambar 1 aktivitas kegiatan dimana : es = earliest start, yaitu saat tercepat dimulainya kegiatan. ls = lastest start, yaitu saat paling lambat dimulainya kegiatan. ef = earliest finish, yaitu saat tercepat diselesaikannya kegiatan. lf = lastest finish, yaitu saat paling lambat diselesaikanya kegiatan. perencanaan dan pengendalian … (anggara hayun a) 159 perkiraan waktu penyelesaian suatu kegiatan (duration time) ada dua cara yang biasa digunakan untuk memperkirakan (mengestimasi) waktu penyelesaian suatu kegiatan, yaitu: 1. single duration estimate atau perkiraan waktu (durasi) tunggal untuk setiap kegiatan. cara ini dapat dilakukan apabila durasi dapat diketahui dengan akurat dan tidak terlalu berfluktuasi. pendekatan cpm menggunakan cara ini karena cpm beranggapan bahwa setiap fluktuasi dapat diatasi dengan fungsi kontrol. 2. triple duration estimate, yaitu cara perkiraan waktu yang didasarkan atas tiga jenis durasi sebagai berikut : to = optimistic duration, yaitu waktu yang dibutuhkan untuk menyelesaikan suatu kegiatan jika tidak terjadi kesalahan pada pelaksanaan kegiatan itu (segala sesuatunya berjalan baik sekali). tm = most likely duration, yaitu waktu yang paling sering terjadi bila kegiatan dilkakukan berulang-ulang (dalam kondisi normal). tp = pessimistic duration, yaitu waktu yang dibutuhkan bila terjadi kesalahan pada pelaksanaan kegiatan yang bersangkutan. cara ini merupakan dasar perhitungan untuk pert yang mempunyai asumsi dasar bahwa jika suatu kegiatan dilakukan berkali-kali, maka actual time (waktu nyata untuk menyelesaikan kegiatan itu) akan membentuk distribusi frekuensi beta dimana optimistic dan pessimistic duration merupakan buntut (tail), sedangkan most likely duration adalah mode dari distribusi beta tersebut.selanjutnya diasumsikan bahwa suatu pendekatan dari durasi rata-rata yang disebut expected duration (te) diberikan dengan formula : 6 4 tptmto te ++ = sedangkan varians dari distribusi ini adalah : 2 6 ⎟ ⎠ ⎞ ⎜ ⎝ ⎛ − = totp v kedua besaran tersebut digunakan untuk mengetahui probabilitas penyelesaian proyek pada waktu tertentu. penentuan biaya dalam penjadwalan proyek dalam penjadwalan proyek, aspek biaya diperhitungkan dengan membuat hubungan biaya dengan durasi untuk setiap kegiatan pada proyek itu. yang dimaksud dengan biaya disini ialah biaya langsung saja, tidak termasuk biaya administrasi, journal the winners, vol. 6 no. 2, september 2005: 155-174 160 supervisi, dan lain-lain. kebanyakan proyek menggambarkan hubungan biaya dengan durasi ini sebagai garis lurus seperti yang ditunjukkan pada gambar 2. biaya titik percepatan cc cn titik normal dc dn duration gambar 2 hubungan biaya dengan durasi titik (dn,cn) menyatakan hubungan durasi dn dengan biayanya cn, jika kegiatan diselesaikan dalam kondisi normal. durasi dn ini dapat dipersingkat dengan cara meningkatkan pengalokasian sumber yang dengan sendirinya berarti meningkatkan biaya langsung. ada suatu batas yang dinamakan crash time (batas waktu percepatan) yang menyatakan bahwa pengurangan waktu berikutnya (yang melampaui batas ini) tidak akan efektif lagi. pada titik ini, setiap peningkatan sumber hanya akan meningkatkan biaya tanpa mengurangi durasinya. titik percepatan (crash point) pada gambar diatas dinyatakan oleh titik (dc,cc). setelah hubungan biaya dengan waktu ini ditentukan, selesaikanlah kegiatan-kegiatan proyek dalam durasi normalnya. kemudiaan tentukan lintasan kritis dan biaya langsungnya. langkah berikutnya ialah mempertimbangkan pengurangan durasi. karena pengurangan waktu ini hanya akan efektif jika durasi kegiatan-kegiatan kritis yang dikurangi, maka yang perlu diperhatikan ialah kegiatankegiatan kritis itu saja. agar diperoleh pengurangan durasi dengan biaya sekecil mungkin, maka kita harus menekan sebanyak mungkin kegiatan-kegiatan kritis yang mempunyai kemiringan garis biaya-waktu terkecil. banyaknya kegiatan yang dapat ditekan ini dibatasi oleh crash time masingmasing. namun batasan-batasan lain harus juga di perhitungkan sebelum menetapkan jumlah kegiatan yang pasti dapat dipersingkat. sebagai hasil penekanan suatu kegiatan ini ialah jadwal baru yang mungkin mempunyai lintasan kritis baru pula. biaya jadwal baru ini tentunya lebil besar dari jadwal sebelumnya. dari jadwal baru ini kita pilih kegiatankegiatan kritis dengan kemiringan terkecil untuk dipercepat pelaksanaannya. prosedur ini diulangi hingga seluruh kegiatan kritis berada pada crash time masing-masing. perencanaan dan pengendalian … (anggara hayun a) 161 kemiringan garis ini dinyatakan sebagai : dcdn cncc kemiringan − − = salah satu cara untuk memprediksi apakah lintasan kritis yang baru itu akan terjadi sebelum mencapai titik percepatan ataukah tidak ialah dengan memperhatikan free float dari kegiatan-kegiatan yagg tidak kritis. free float ini bersifat independent terhadap saat dimulainya kegiatan-kegiatan yang lain. maka, apabila pada saat dilakukan penekanan pada terhadap kegiatan kritis terjadi pengurangan harga free float dari positif menjadi nol, kegiatan kritis itu tidak boleh ditekan tanpa melakukan pemeriksaan lebih lanjut, karena ada kemungkinan bahwa kegiatan dengan free float nol ini menjadi kegiatan kritis. dengan demikian, selain crash limit kita juga harus memperhatikan free float limit. untuk menentukan free float limit ini, pertama-tama kurangilah durasi dari kegiatan kritis terpilih (berdasarkan slope) sebanyak satu-satuan waktu juga. nilai free float ini terkecil (sebelum dilakukan pengurangan) untuk dari suatu swemcam itulah yang dimaksud dengan free float limit. journal the winners, vol. 6 no. 2, september 2005: 155-174 162 metodologi penelitian untuk menjawab permasalahan tersebut, terdapat beberapa tahapan yang dilakukan dan dapat dilihat pada gambar 3. gambar 3 kerangka pemecahan masalah pengumpulan data menentukan urutan kegiatan analisa waktu dan sumber daya tenggang waktu dan kejadian mulai penggambaran diagram jaringan penentuan umur proyek dan lintasan percepatan waktu proyek selesai ya tidak perencanaan dan pengendalian … (anggara hayun a) 163 pengumpulan data untuk dapat memecahkan suatu masalah, dibutuhkan data tentang segala hal yang berhubungan dengan masalah tersebut. dengan demikian dapat dipelajari, apa dan bagaimana masalah tersebut dapat terselesaikan. dalam hal pelaksanaan suatu proyek perlu terlebih dahulu dibuat perencanaan bagaimana proyek tersebut akan dikerjakan dan pengendalian apa yang harus dilakukan agar apa yang direncanakan dapat berjalan sesuai degan tujuan yang akan dicapai. dalam proyek pembangunan jembatan, tujuan yang ingin dicapai adalah untuk mengetahui bahwa proyek tersebut akan memakan waktu berapa lama dan berapa biaya proyek tersebut dan apakah ada kemungkinan waktu untuk mempercepat proyek tersebut dan berapa pula biaya yang dibutuhkan. untuk itu diperlukan beberapa data yaitu data mengenai kegiatan dan perkiraan waktu yang dibutuhkan, kebutuhan tenaga kerja dan bahan dari setiap kegiatan dan waktu pelaksanaan proyek. data jenis kegiatan, perkiraaan waktu yang dibutuhkan, dan hubungan ketergantungan data ini diperlukan untuk mengetahui kegiatan apa yang harus dilakukan dan berapa waktu yang diperlukan setiap kegiatan tersebut, waktu penyelesaian proyek dan untuk menentukan jumlah tenaga kerja apa saja yang dibutuhkan untuk setiap kegiatan proyek tersebut. untuk dapat membuat suatu jaringan kerja, hubungan ketergantungan antar kegiatan sangat diperlukan karena dengan diketahuinya hubungan ketergantungan ini maka kegiatan yang harus didahulukan dapat dikerjakan dan dapat dijadikan dasar untuk melakukan kegiatan selanjutnya dan dapat dilihat pula bahwa suatu kegiatan belum dapat dimulai apabila kegiatan sebelumnya belum selesai dikerjakan. hubungan ketergantungan kegiatan , perkiraan waktu paling mungkin yang dibutuhkan proyek dapat dilihat pada tabel 1 dan tabel 2. journal the winners, vol. 6 no. 2, september 2005: 155-174 164 tabel 1 aktivitas proyek, waktu paling mungkin, waktu pesimis, waktu optimis, dan hubungan ketergantungan no kegiatan kode kegiatan kegiatan terdahulu waktu paling optimis waktu paling pesimis waktu paling mungkin a pekerjaan persiapan 1. pengadaan tiang a 8 16 10 b abutment 1 dan ramp 1. pemancangan b a 4 8 4 2. galian struktur c b 2 4 2 3. pekerjaan pondasi d c 14 28 15 4. pekerjaan dinding e d 17 34 18 5. pekerjaan piled slap f e 8 16 8 c pekerjaan pilar 1. pemasangan g a 11 22 12 2. galian struktur h g 8 16 9 3. pekerjaan pondasi i h 28 36 30 4. pekerjaan kolom j i 26 32 27 5. pekerjaan pierhead k j 45 90 47 d abutment 2 1. pemancangan l a 4 8 4 2. galian struktur m l 2 4 2 3. pekerjaan pondasi n m 14 28 15 4. pekerjaan dinding o n 17 34 18 e pekerjaan erection 1. hauling dan erection p f,k,o 7 14 8 f retaining wall ramp a1 1. galian struktur q f 4 8 4 2. pekerjaan pondasi] r q 5 10 5 3. pekerjaan dinding s r 10 20 10 g retaining wall a2 1. galian struktur t o 6 12 6 2. pekerjaan pondasi u t 8 16 8 3. pekerjaan dinding v u 11 22 12 h pekerjaan bentang pilar 1. diagfragma w p,s,v 7 14 7 2. install deck slap x w 6 12 7 3. slap y x 7 14 7 4. parapet z y 9 18 10 5. pasang railing activity 27 z 8 16 9 i asphalt activity 28 activity 27 6 12 7 j finishing activity 29 activity 28 7 14 7 perencanaan dan pengendalian … (anggara hayun a) 165 data volume kegiatan proyek dan biaya proyek volume setiap kegiatan yang dimaksud adalah volume pekerjaan yang harus selesai dengan waktu tertentu untuk setiap kegiatan. sedangkan biaya proyek adalah total biaya yang dikeluarkan untuk setiap kegiatan yang ada dalam proyek tersebut. untuk biaya proyek dapat dilihat dari table 2 dan data mengenai kebutuhan tenaga kerja dapat dilihat dari table 3 tabel 2 daftar waktu dan biaya normal, serta waktu dan biaya crash no kegiatan kode kegiatan normal crash waktu (hari) biaya (x 100) waktu (hari) biaya (x100) a pekerjaan persiapan 1. pengadaan tiang a 11 1.650.000 8 1.765.000 b abutment 1 dan ramp 1. pemancangan b 5 1.040.000 4 1.140.000 2. galian struktur c 2 1.280.000 2 1.280.000 3. pekerjaan pondasi d 17 14.550.000 14 15.398.750 4. pekerjaan dinding e 21 20.560.000 17 21.191.000 5. pekerjaan piled slap f 9 10.560.000 8 10.560.000 c pekerjaan pilar 1. pemasangan g 14 12.480.000 11 13.000.000 2. galian struktur h 10 23.040.000 8 24.320.000 3. pekerjaan pondasi i 35 116.400.000 28 120.280.000 4. pekerjaan kolom j 31 185.910.000 26 192.205.625 5. pekerjaan pierhead k 55 185.910.000 45 192.205.625 d abutment 2 1. pemancangan l 5 1.040.000 4 1.140.000 2. galian struktur m 2 1.280.000 2 1.280.000 3. pekerjaan pondasi n 17 14.550.000 14 15.398.750 4. pekerjaan dinding o 20 20.610.000 17 20.759.500 e pekerjaan erection 1. hauling dan erection p 9 1.060.000 7 1.680.000 f retaining wall ramp a1 1. galian struktur q 5 1.300.000 4 1.400.000 2. pekerjaan pondasi] r 6 4.880.000 5 4.980.000 3. pekerjaan dinding s 12 11.450.000 10 11.850.000 g retaining wall a2 1. galian struktur t 7 1.950.000 6 2.150.000 2. pekerjaan pondasi u 9 7.760.000 8 7.960.000 3. pekerjaan dinding v 14 13.740.000 11 14.321.000 h pekerjaan bentang pilar 1. diagfragma w 8 4.830.000 7 5.030.000 2. install deck slap x 8 1.400.000 6 1.880.000 3. slap y 8 3.500.000 7 3.700.000 4. parapet z 12 2.600.000 9 3.730.000 5. pasang railing activity 27 10 1.380.000 8 4.650.000 i asphalt activity 28 8 4.480.000 6 4.920.000 j finishing activity 29 8 1.400.000 7 1.600.000 journal the winners, vol. 6 no. 2, september 2005: 155-174 166 tabel 3 perkiraan kebutuhan tenaga kerja pada proyek jembatan fly-over ahmad yani-karawang no kegiatan kode kegiatan mandor tukang pekerja total a pekerjaan persiapan 1. pengadaan tiang a 1 3 2 6 b abutment 1 dan ramp 1. pemancangan b 1 4 3 8 2. galian struktur c 2 10 8 20 3. pekerjaan pondasi d 2 18 10 30 4. pekerjaan dinding e 2 23 10 35 5. pekerjaan piled slap f 2 28 10 40 c pekerjaan pilar 1. pemasangan g 4 16 12 32 2. galian struktur h 8 40 32 80 3. pekerjaan pondasi i 8 72 40 120 4. pekerjaan kolom j 8 92 40 140 5. pekerjaan pierhead k 8 112 40 160 d abutment 2 1. pemancangan l 1 4 3 8 2. galian struktur m 2 10 8 20 3. pekerjaan pondasi n 2 18 10 30 4. pekerjaan dinding o 2 23 10 35 e pekerjaan erection 1. hauling dan erection p 1 3 2 6 f retaining wall ramp a1 1. galian struktur q 2 10 8 20 2. pekerjaan pondasi] r 2 18 10 30 3. pekerjaan dinding s 2 23 10 35 g retaining wall a2 1. galian struktur t 2 10 8 20 2. pekerjaan pondasi u 2 18 10 30 3. pekerjaan dinding v 2 23 10 35 h pekerjaan bentang pilar 1. diagfragma w 2 5 3 10 2. install deck slap x 1 3 2 6 3. slap y 2 6 4 12 4. parapet z 1 4 3 8 5. pasang railing activity 27 2 5 3 10 i asphalt activity 28 2 10 8 20 j finishing activity 29 1 3 2 6 total 77 614 321 1012 perencanaan dan pengendalian … (anggara hayun a) 167 pembahasan data yang telah dikumpulkan diolah dengan metode pert-cpm dan didapatkan hasil sebagai berikut. 1. network proyek fly over a b c d e f g p q h i j k w r v l m n o s t u x y z 27 28 29 b 5 c 2 d 17 e 21 f 9 g 14 l 5 h 10 i 35 j 31 k p 55 9 q 5 p 9 p 9 r 6 8 12 s w w 8w 8 m 2 n 17 o 20 t 7 u 9 v 14 x 8 y 8 z 12 27 10 28 8 29 8 0 a 11 gambar 4 network proyek fly over journal the winners, vol. 6 no. 2, september 2005: 155-174 168 program evaluation and technical review program evaluation and review technique (pert) proyek dimaksudkan untuk membandingkan waktu yang dibutuhkan proyek dalam menyelesaikan pekerjaan dari waktu paling paling mungkin , waktu paling optimisi hingga waktu paling pesimis dan berdasarkan hal tersebut data diolah dan hasilnya dapat dilihat pada tabel 4. perencanaan dan pengendalian … (anggara hayun a) 169 journal the winners, vol. 6 no. 2, september 2005: 155-174 170 network proyek berdasarkan kebutuhan waktu normal kebutuhan waktu yang diharapkan telah didapat melalui perhitungan pert maka untuk langkah ketiga dalam pengolahan data ini maka selanjutnya adalah menggambarkan network proyek yang baru, gambar network-nya dapat dilihat seperti gambar 5. lintasan kritis waktu normal dapat dilihat pada tabel 5. biaya proyek yang diperlukan untuk menempuh waktu normal dapat dilihat pada tabel 6. 0 a 11 0 11 11 b 16 88 93 16 c 18 93 95 18 d 35 95 112 35 e 56 112 133 56 f 65 13 142 11 g 25 11 25 156 p 165 156 165 65 q 70 142 174 25 h 35 25 35 35 i 70 35 70 70 j 101 70 101 101 k 101 156 165 w 173 165 173 70 r 76 147 153 70 v 84 151 165 11 l 15 92 96 15 m 17 96 98 17 n 34 98 115 34 o 54 115 135 76 s 88 153 165 54 t 61 135 142 61 u 70 142 151 173 x 181 173 181 181 y 189 181 189 189 z 201 189 201 201 27 211 201 211 211 28 219 211 219 219 29 227 219 227 156 0 0 0 0 0 0 gambar 5 network berdasarkan perhitungan pert perencanaan dan pengendalian … (anggara hayun a) 171 tabel 5 lintasan kritis waktu normal 12/6/2005 critical path 1 1 a 2 g 3 h 4 i 5 j 6 k 7 p 8 w 9 x 10 y 11 z 12 activity27 13 activity28 14 activity29 completion time 227 tabel 6 biaya proyek dengan waktu normal 12/6/2005 project time cost schedule cost schedule total cost total cost in day based on es based on ls based on es based on ls 76 227 350,000 350,000 672,590,100 673,230,000 network percepatan waktu dan biaya optimal setelah dilakukan pengurangan waktu dari setiap aktivitas, maka dapat diketahui waktu yang optimal dan biaya yang optimal pula. network dari percepatan waktu dan lintasan kritis dari percepatan waktu dapat dilihat pada gambar 6 dan tabel 7. biaya dibutuhkan proyek dapat dilihat pada tabel 8. journal the winners, vol. 6 no. 2, september 2005: 155-174 172 0 a 8 0 8 8 b 12 19 73 12 c 14 73 75 14 d 28 75 89 28 e 45 89 106 45 f 53 106 114 8 g 19 8 19 126 p 133 126 133 53 q 57 114 118 19 h 27 19 27 27 i 55 27 55 55 j 81 55 81 81 k 126 81 126 134 w 140 134 140 57 r 62 118 123 59 v 70 122 133 8 l 12 71 75 12 m 14 75 77 14 n 28 77 91 28 o 45 91 108 62 s 72 123 133 45 t 51 108 114 51 u 59 114 112 140 x 146 140 146 146 y 153 146 153 153 z 162 153 162 162 27 170 162 170 170 28 176 270 176 176 29 183 176 183 0 0 0 0 0 gambar 6 network percepatan waktu perencanaan dan pengendalian … (anggara hayun a) 173 tabel 7 lintasan kritis berdasarkan percepatan waktu 12/6/2005 critical path 1 1 a 2 g 3 h 4 i 5 j 6 k 7 p 8 w 9 x 10 y 11 z 12 activity27 13 activity28 14 activity29 completion time 183 tabel 8 biaya percepatan waktu proyek project time cost schedule cost schedule total cost total cost in day based on es (x100) based on ls (x 100) based on es (x 100) based on ls ( x 100) 184 228,571.42 228,571.42 700,375,000 700,375,100 dari tabel 6 dapat diketahui bahwa waktu normal yang diperlukan untuk menyelesaikan proyek fly over ahmad yani karawang adalah selama 227 hari dan memerlukan biaya sebesar rp 672.590.100 apabila berdasarkan es dan apabila berdasarkan ls adalah sebesar rp. 673.230.000 . namun, setelah dilakukan percepatan waktu, maka didapatkan biaya optimal. didapatkan waktu yang diperlukan untuk menyelesaikan proyek adalah 184 hari dengan total biaya sebesar rp. 700.375.000 apabila berdasarkan es dan apabila berdasarkan ls adalah sebesar rp. 700.375.100 journal the winners, vol. 6 no. 2, september 2005: 155-174 174 penutup berdasarkan hasil dan pembahasan didapatkan hasil sebagai berikut. 1. waktu optimal yang diperlukan untuk menyelesaikan proyek fly over ahmad yani – karang adalah selama 184 hari dan untuk menyelesaikan proyek fly over tersebut selama 184 hari memerlukan biaya sebesar rp. 700.375.000. 2. waktu dan biaya optimal untuk pembangunan proyek fly over ahmad yani –karang diperoleh setelah dilakukan percepatan waktu dengan menggunakan jaringan kerja. 3. setelah dilakukan percepatan waktu dengan menggunakan jaringan kerja menyebabkan umur proyek berkurang menjadi lebih efisien , karena waktu yang diperlukan untuk pembangunan proyek tersebut berkurang selama 43 hari. daftar pustaka dimyati, tjuju tarliah. 2002. operation research. bandung: sinar baru algensido. siswoyo, 1985. pokok-pokok manajemen pert dan cpm. jakarta: erlangga. subagyo, pangestu, marwan asri, dan t. tani handoko. buku dasar-dasar operations research. yogyakarta: penerbit bpfe. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 49 the winners, 21(1), march 2020, 49-57 doi: 10.21512/tw.v21i1.6136 risk profile, secure bond, and bond rating in banking industry erin wijayanti1*; indah yuliana2 1,2faculty of economics, maulana malik ibrahim state islamic university of malang jl. gajayana no. 50, dinoyo, malang, jawa timur 65144, indonesia 1erinwijayanti00@gmail.com received: 23rd november 2019/ revised: 02nd february 2020/ accepted: 10th february 2020 how to cite: wijayanti, e., & yuliana, i. (2020). risk profile, secure bond, and bond rating in banking industry. the winners, 21(1), 49-57. https://doi.org/10.21512/tw.v21i1.6136. abstract the research aimed to assess the impact of the risk profile on the banking industry bond ratings in indonesia stock exchange (idx) and have a rating for bonds at pt pefindo. samples were selected by purposive sampling method. the population were banks listed on the indonesia stock exchange in 2015-2018. the population was 44 banks and 16 banks were selected as samples. the analysis a used descriptive statistics and partial least square (pls) for testing structural and structural models. the results show that non-performing loan (npl) and loan to deposit ratio (ldr) directly have a significant direct positive effect on bond ratings, and security directly do not have a significant effect on bond ratings, security strengthen risk relationships credit with a bond rating. however, security weakens the relationship between liquidity risk and the bond rating. the variables indicate that these variables can explain the bond rating of 44,4% while the remaining 55,6% is influenced by other variables not contained in the research model. keywords: risk profile, credit risk, liquidity risk, secure bond, bond rating, banking industry i. introduction the capital market is a market where investors meet with issuers to obtain funding for the company. sources of funding come from internal and external companies. short-term funding usually uses current liabilities, while long-term funding uses bonds. bonds are usually referred to as fixed-income securities issued by the issuer to investors, and the issuer will provide a return to investors in the form of coupons paid regularly, and the principal value when the bonds are due (manurung & tobing, 2008). however, bonds also have risks, one of which is liquidity risk, which is the risk arising from the possibility of illiquid of a bond in the market making it difficult to sell. another risk is the default risk, the risk in question is the inability of the issuer to meet financial obligations (keown et al., 2011). one signal that can determine the risk of default bond is bond ratings. therefore in financial markets, bond ratings are significantly essential. previous researches analyze how credit ratings affect yields on a company’s bonds as a result of the information ratings represent default risk (kisgen & strahan, 2010). investors can assess the level of credibility of a company and be able to adjust their investment strategies in accordance with the rating changes given by the rating agency in indonesia, namely pt pemeringkat efek indonesia (pefindo) or credit rating agency in evaluating financial institutions and evaluating bonds by forming a rating for reflecting significant changes in the company’s financial and business performance involving a broad review of industry profile risk, business risk, and financial risk so as to affect the company’s overall credit profile, including the performance of corporate bond prices (hite & warga, 1997) and the asymmetry of stock trading information (he, wang & wei, 2011). higher bond ratings allow companies to lend better and thus have a positive effect on the value of a company. many investors and banks are required to invest only in investment-grade securities due to portfolio strategies or government regulations (bae, kang & wang, 2015). this may influence the allocation of risk capital in the economy through bond ratings issued by pefindo. as an intermediary institution, the banking industry is an important sub-sector in the economy which can channel community funds into productive asset investments that encourage the productivity of the real sector and the accumulation of capital of a country (bencivenga & smith, 1991). national 50 the winners, vol. 21 no. 1 march 2020, 49-57 banking which continues to be affected by global and domestic economic conditions must continue to maintain its existence in becoming an institution of trust for the public in saving funds and to invest. this is because the biggest source of funding for banks comes from the public. trust from the public to the bank can be seen from the soundness of the bank. the rating of bank soundness is stated in the financial services authority regulation number 4/pojk.03/2016 clause 2 paragraph 3, and bank indonesia also has established a risk-based bank soundness rating system in peraturan bank indonesia (pbi)/bank indonesia regulations no. 13/1/pbi/2011 concerning the assessment of the soundness of commercial banks using a risk-based bank rating (rbbr) approach that includes an assessment of four factors: (1) risk profile, (2) good corporate governance, (3) earnings and (4) capital which is known to be rgec method. the level of the soundness of banks is a significantly important aspect for all parties including stakeholders, so the development of the banking industry currently has contributed to changes in the international valuation approach that leads to a risk-based supervision approach (hamolin & nuzula, 2018). it is intended that banks can detect internal and external factors that can increase risk, obtain prevention and repair measures effectively and efficiently (setiawan & fauziah, 2017). increased risk exposure and the application of a risk-based supervision approach will affect the banking risk profile. risk profile according to pramana and yunita (2015) is an assessment of inherent risk and the ability of bank management to manage problem loans in banks. based on pbi no.13/1/pbi/2011 risks contained in the risk profile include credit risk, market risk, operational risk, liquidity risk, legal risk, strategic risk, compliance risk, and reputation risk. however, the research only takes two risks, namely credit risk and liquidity risk, both of which has a positive and negative impact on the bank by following the business conditions of banks in a given period. credit risk aims to measure the ability of bond issuers to repay principal and interest payments promptly. meanwhile liquidity risk is to illustrate the risk that will occur if the bondholders need funds quickly while bond certificates cannot be sold at a reasonable price. measurement of the risk profile in this research is proxied by a non-performing loan (npl) ratio to measure credit risk and a loan to deposit ratio (ldr) ratio for liquidity risk. the ojk report states that the 2018 banking risk profile is maintained with manageable credit risk accompanied by npl risk, adequate liquidity, and maintained market risk. the risk outlook for banking assets in 2018 increased slightly from the previous year. this is reflected in the growth of risk-weighted assets (rwa) of 9,88% (yoy), up from 9,59% (yoy) in december 2017. the increase was driven by an increase in credit rwa from the previous year 8,67% (yoy) to 10,06% (yoy). this increase was also influenced by credit risk with a declining npl ratio. in december 2018, the gross npl ratio was recorded at 2,37% or decreased from the previous year of 2,59%, followed by a decrease in net npl to 1,04% from 1,17% in the same period the previous year. likewise, liquidity risk with the bank’s ldr rose to 94,04% in the reporting period compared to 89,87% at the end of 2017. pramana and yunita (2015) shows that the npl ratio is an indicator in describing the quality of bank management to manage problem loans at banks. higher ratio leads to a worse quality of credit at the bank which causes the number of problem loans and the possibility of a bank in a problematic condition. if the possibility of a bank is in a bad condition, the company’s bond rating will drop (pramana & yunita, 2015; susanto et al., 2012). while the ldr ratio according to (dendawijaya, 2003) ldr is used to measure the entire amount of credit given by banks with funds received by banks. a high ldr reflects a good signal for investors because a good level of liquidity will indirectly reduce the risk of default or the repayment of long-term obligations (debt settlement) so that it has an impact on bond ratings (dewi & norita, 2012; pramana & yunita, 2015). the existence of risks contained in a bond can be minimized by the existence of security for the bond. pertiwi (2013) states that bond ratings will be high if the company guarantees high assets for bonds. this is a signal to investors that the bonds in the company are safe (nurmayanti & magreta, 2009; pertiwi, 2013; yuliana, 2011). while almilia and herdiningtyas (2005), sakinah, pamint and kadafi (2017) and werastuti (2015) state that secure bonds do not affect the bond rating, while febriani et al. (2013) suggests that secure bond cannot be used as factors to predict bond ratings. diverse results from previous research on the effect of security on bond ratings become a gap in this research. hence the purpose of this research is to determine the existence of this security variable to strengthen or weaken the effect of risk profiles on improving bond ratings in the banking industry. the objective of this research is to find out the direct influence of credit risk and liquidity risk on bond ratings, then the existence of security in this context strengthens or weakens the effect on bond ratings. the moderation of security is still rarely done by other research. signaling theory explains the sign of information asymmetry between the company and outsiders which is described by financial statements from management so that the risk in bonds can be predicted through bond ratings (puryanti, 2010). the information signals the financial condition of a particular company about the likelihood of the debt being incurred (raharja & sari, 2008). therefore, the bond rating can provide a signal of how safe a bond is for investors through the company’s credit quality. the better the credit quality, the higher the rating is obtained (setyapurnama & norpratiwi, 2008). credit risk is the risk associated with the possibility of failure of the debtor or other parties to 51risk profile, secure bond..... (erin wijayanti; indah yuliana) pay off bank obligations, both the principal and the interest at a specified time (kasidi, 2010). the credit risk assessment in this research was carried out using a ratio of npl. according to darmawan (2004), npl is a ratio used by banks in refuting the risk of credit repayment failure by debtors. furthermore, pramana and yunita (2015) show the ability of npl ratios in describing the quality of bank management to manage problem loans at banks. the worse quality of credit at the bank is caused by the higher ratio, which then leads to greater number of problem loans as well as the possibility of a bank in a problematic condition. if the possibility of a bank is in error, it can be predicted that the company’s bond rating will go down (almilia & herdiningtyas, 2005). this shows that there is an influence between a company’s npl ratio and bond rating. lestari and indriani (2016), pramana and yunita (2015) and susanto et al. (2012) show that the npl has a negative and significant effect on bond ratings. the shape of the negative effect means that the higher the npl ratio, the worse the quality of bank credit will cause a lower bond rating. in contrast, the smaller the npl ratio will affect the high bond rating. h1: credit risk as measured by npl has a negative effect on bond ratings liquidity risk is the risk of the bank’s inability to meet obligations that have matured (rivai et al, 2013). liquidity risk analysis aims to measure the capability of a bank in paying off its debts, repaying to its depositors, and being able to fulfill the credit request submitted without delay (merkusiwati, 2007). thus, liquidity risk does not only affect bank performance, but also the bank’s reputation (jenkinson, 2008). the risk in this research is measured using an ldr. according to dendawijaya (2003), ldr is the ratio between the total amount of loans given by banks and funds received by banks. if a loan fails, the bank will experience liquidity problems in returning funds deposited by the public. therefore, higher ratio leads to a higher effectiveness of banks in channeling credit which will later reflect bank management and provide a good signal to the market. bond ratings can be a signal of a company’s financial condition and illustrate the likelihood that will occur related to debt held (raharja & sari, 2008). in previous studies, liquidity includes factors that predict bond predictions (febriani et al., 2013; nurmayanti & magreta, 2009; puryanti, 2010). the large ldr ratio will affect the high bond rating, as well as the smaller ldr ratio will affect the low bond rating. hariyati (2016), sari (2007) and susanto et al. (2012) point out that the ldr ratio has a positive effect on bond ratings. in contrast, almilia and herdiningtyas (2005), dewi and norita (2012), and pramana and yunita (2015) have shown a negative relationship between ldr and bond ratings since the higher the ldr ratio will cause the bank’s low liquidity capability, so the possibility of a bank in a problematic condition will be even greater and have an impact on the bond rating downgrade. h2: risk liquidity as measured by the ldr positive effect on bond ratings. the level of risk contained in a bond is influenced by the secure that accompanies the bond because among the secure means that the company can minimize the initial risk to investors. gallagher and andrew (2007) reveal that secure bond is one of the important aspects of bonds since its existence will convince investors that the company can reduce the risk of default on bonds to be received. therefore, investors prefer guaranteed bonds than the ones without security (brister, kennedy & liu, 1994). hasan and dana (2018), nurmayanti and magreta (2009), pertiwi (2013), sari and badjra, (2016) and yuliana (2011) have stated that companies that issue secure bonds will have a positive and significant effect in predicting bond ratings. companies that make bonds containing security are believed to be able to give better ratings so that investors will feel safe for investment because of the low probability of failure to pay a company’s obligations. on the other hand, almilia and herdiningtyas (2005), estiyanti and yasa (2012), sakinah, paminto and kadafi (2017) and werastuti (2015) have pointed out that security does not have an effect on bond ratings, while febriani et al. (2013) suggest that secure bond cannot be made factors to predict bond ratings since an increase in secure are said to have no effect on the profitability of an increase in the company’s bond rate. h3: security have a positive effect on bond ratings. rivai et al. (2013) point out that liquidity ratios measure the risk if there is an inability of the company to meet obligations that are due. liquidity risk describes the risk that will occur if the bond owner needs funds in a short time but the bond cannot be sold at a reasonable price. nurmayanti and magreta (2009) and puryanti (2010) reveal that liquidity ratios measured by ldr have a significant positive effect on corporate bond ratings. credit risk is the risk associated with the possibility of failure of the debtor or other parties to pay off bank obligations, both the principal and the interest at a specified time (kasidi, 2010). the credit risk assessment in this research was carried out using a npl. pramana and yunita (2015) and susanto et al., (2012) have said the credit ratio as measured by npl has a negative and significant effect on corporate bond ratings. therefore, h4 and h5 are given: h4: secure strengthen the effect of credit risk on bond ratings h5: secure strengthen the effect of liquidity risk on bond ratings ii. methods the population are 44 banking companies listed on the indonesia stock exchange in 2015-2018. the 52 the winners, vol. 21 no. 1 march 2020, 49-57 sampling technique is purposive sampling method. the list of 16 research sample banking companies that qualify are: (1) bank capital indonesia tbk (baca), (2) bank bukopin tbk (bbkp), (3) bank negara indonesia tbk (bbni), (4) bank rakyat indonesia tbk (bbri), (5) bank tabungan negara tbk (bbtn), (6) bank danamon indonesia tbk (bdmn), (7) bank pembangunan daerah jawa barat dan banten tbk (bjbr), (8) bank mandiri tbk (bmri), (9) bank cimb niaga tbk (bnga), (10) bank maybank indonesia tbk (bnii), (11) bank permata tbk (bnli), (12) bank victoria international tbk (bvic), (13) bank mayapada internasional tbk (maya), (14) bank ocbc nisp tbk (nisp), (15) bank pan indonesia tbk (pnbn) and (16) bank woori saudara indonesia 1906 tbk (sdra). the type of data is secondary data obtained from the publication of financial statements of banking companies that issue bonds in 2015-2018 which are accessed on the official website of the idx, namely www.idx.co.id and data on corporate bond ranking in 2015-2018 obtained from the website www.pefindo.com. data analysis uses descriptive statistics and partial least square (pls) for testing structural and structural models. the conceptual framework of this research is presented in figure 1. figure 1 research framework the dependent variable is the bond rating, this variable is seen based on the ranking issued by pt pefindo divided to two categories, namely investment grade (aaa, aa, a, bbb) and noninvestment grade (bb, b, ccc, d) (tandelilin, 2010). this variable uses the interpretation of the research by arif (2012) which uses bond rating scoring with the intention of high weighting for a higher rating based on the ranking issued by pefindo in table 1. table 1 bond rating scoring bond ranking scoring idaaa 20 idaa+ 19 idaa 18 table 1 bond rating scoring (continued) bond ranking scoring idaa17 ida+ 16 ida 15 ida14 idbbb+ 13 idbbb 12 idbbb11 idbb+ 10 idbb 9 idbb8 idb+ 7 idb 6 idb5 idccc+ 4 idccc 3 idccc2 idd 1 source: (arif, 2012) variable smoking in this research is profile risk measured with the npl ratio (x1) and ldr (x2). the use of these risks is due to the two risks can be measured using financial ratio analysis. x1 is used to measure the ability of banks as debtors to counter the risk of default on loans (darmawan, 2004). the formula used to measure npl (se bi no.13/24/ dpnp/2011) are given: npl = non-performing loans or financing (1) total credit or financing the formula used to measure ldr (x2) to measure the liquidity of a bank (se bi no. 6/23/ dpnp / 2011) is: ldr = total loans to non-bank third parties (2) total third funds (dpk) the final variable used in the research is the variable in the form of the secure bond measured using a dummy variable. code 0 shows bonds without bond, while code 1 shows bonds with bonds (almilia & devi, 2007). brister, kennedy and liu (1994) reveals that investors prefer guaranteed bonds to unsecured bonds. iii. results and discussions table 2 is the descriptive statistic. it shows the results that the samples taken are 64 samples. the minimum value of the bond rating is 13, the 53risk profile, secure bond..... (erin wijayanti; indah yuliana) maximum value is 20 and the average value is 17,969. the minimum npl ratio is 33,6% owned by bank mayapada international tbk in 2016, the maximum value is 323,6 % owned by bank capital indonesia tbk in 2015, and an average value is 107%, which means banks have problem loans to their total loans by 107%. the minimum ldr ratio is 50,6% owned by bank capital indonesia tbk in 2017, the maximum value is 146,4% is owned by bank woori saudara indonesia tbk and the average value is 89,8 %. meanwhile the minimum value of security is 0, the maximum value is 1 and the average value is 0,375. figure 2 is the pls algorithm output results. it provides the conversion of the equation of the measurement model (outer model) of the credit risk variable with the npl indicator and the liquidity risk variable shows that the ldr indicator has a value of 1,000, meaning that the indicator affects each variable because it is more than 0,7. the security variable shows that the value is 1,000 and the bond rating variable is 1,000. component indicators moderating variable 2 has a value of 0,836, which means that the component moderating effect variable 2 is low against ranked variables bond rating. the moderation variable indicator component 1 has a value of 0,802, meaning that the moderation variable component 1 has a lower effect on bond rating than the moderation 2. figure 2 shows the conversion equation structural model (inner models) with a coefficient of direct effect of credit risk by 0,609, which means that the npl has a positive impact by 60,9 % on bond rating. the liquidity risk has a coefficient of direct effect is 0,786 which means that ldr has influence positive at 78,6 % on bond ratings and security have coefficient direct effect at 0,144 meaning that the guarantee has an influence positively by 14,4 % of the bond rating. the coefficient indirect effect of security variable concerning the credit risk of bond ratings is 0,348 which means that secure bond has an influence positively by 34,8 % in the relation of npl on bond rating. the positive effect is seen that the security can strengthen the relationship npl on bond ratings. a coefficient indirect effect of the security concerning liquidity risk on bond ratings is 0,146 meaning that the guarantee has an influence positively by 14,6% in a relation of ldr on bond rating, it is considered that the negative effects may occur since the security can strengthen the ldr against bond rating. table 3 shows that the results of all the variables, bond ratings, npl, ldr and guarantees have value loading factor greater than 0,7. thus, the indicator can be declared valid as a measure of its latent variable or has fulfilled convergent validity. figure 2 pls algorithm output results source: data processed (2019) table 3 convergent validity test with loading factor variable loading factor explanation bond rating 1,000 valid npl 1,000 ldr 1,000 security 1,000 source: data processed (2019) 54 the winners, vol. 21 no. 1 march 2020, 49-57 table 4 test discriminant validity with ave variable ave √ave explanation bond rating 1,000 1,000 valid npl 1,000 1,000 ldr 1,000 1,000 security 1,000 1,000 source: data processed (2019) the latent variable is indicated by the square root of average variance extracted (√ave). it is provided that when √ave latent variables are greater than the correlation of the latent variable indicators, it shows the variables having discriminant validity is good. in table 4, it can be seen that all variables, namely bond rating, npl, ldr, and security have √ave value greater than 0,5. thus, the indicator can be declared valid as a measure of its latent variable. table 5 shows that all variables, which are bond rating, npl, ldr, and collateral values of composite reliability and cronbach’s alpha have values above 0,7. hence these indicators can be declared reliable or indicate the existence of high measuring instrument reliability so that it can be said that each construct has a high correlation. table 6 shows that the relationship between npl variables that measure credit risk with bond ratings is t-statistic > t table is 5,362 (> 2,00030 ). it has p-value 0,000 < 0,05 and an original sample value of 0,609 which shows the direction of the relationship between the npl and the bond rating is positive, which means the npl variable directly has a significant effect on the bond rating with a positive direction so that h1 is rejected. the relationship between ldr variables that measures liquidity risk with bond ratings is t-statistic that is 6,898 (> 2,00030 ), has a p-value 0,000 < 0,05 and the original sample value is 0,786. it indicates that the direction of the relationship between the ldr and the bond rating is positive, meaning that the ldr variable directly has a significant effect on rank bond a positive direction so that h2 is accepted. the relationship between security variable with the bond rating is t-statistic that is 1,408 ( < 2,00030 ), has a p-value of 0,160 > 0,05 and the original sample value of 0,144 which indicates the direction of the relationship between the security and bond rating is positive, which means the variable of security with the direction of positive direct no significant effect on bond ratings so h3 is rejected. the fourth hypothesis secure strengthening the effect of credit risk on bond ratings. the test results show the t-statistic value is 2,436> 2,00030 and has a p-value of 0,015 < 0,05, which means that the secure variable directly has a stronger effect on the credit risk related to the bond rating so that h4 is accepted. the fifth hypothesis secure strengthening the effect of liquidity risk on bond ratings. the test results show the t-statistic value is 0,939 < 2,00030 and has a p-value of 0,348 > 0,05 which means that the secure variable has no direct effect on the relationship of credit risk to the bond rating so that h5 is rejected. based on sample identification and the results of hypothesis testing can be concluded as follows. the results of the first hypothesis (h1) test showed that there was a significant direct effect of the npl table 5 test reliability with composite reliability and cronbach’s alpha variable composite reliability cronbach’s alpha explanation bond rating 1,000 1,000 reliable npl 1,000 1,000 ldr 1,000 1,000 security 1,000 1,000 source: data processed (2019) table 6 hypothesis test results variable original sample (o) sample mean (m) standard deviation (stdev) t statistics (|o/stdev|) p values npl – bond rating 0,609 0,619 0,114 5,362 0,000 ldr -> bond rating 0,786 0,795 0,114 6,898 0,000 security > bond rating 0,144 0,136 0,102 1,408 0,160 moderating effect 1 > bond rating 0,348 0,336 0,143 2,436 0,015 moderating effect 2 > bond rating 0,146 0,155 0,156 0,939 0,348 source: data processed (2019) 55risk profile, secure bond..... (erin wijayanti; indah yuliana) variable on the ranking of the banking industry bonds on the indonesia stock exchange (idx) in 2015-2018 in a positive direction. the npl variable shows the ability to describe the quality of bank management in managing npl in banks (pramana & yunita, 2015). the higher ratio leads to a worse quality of credit at the bank, which then causes the number of problem loans and the possibility of a bank have problematic conditions. eventually, the company’s bond rating will decline (almilia & herdiningtyas 2005). however, the results of this research are not in line with research by lestari & indriani (2016); pramana & yunita (2015) and susanto et al, (2012). where npl has a negative effect on the bank’s bond rating. if the npl is getting higher, the quality of bank credit becomes worse causing a lower bond rating. on the other hand, the smaller the npl ratio will affect the high bond rating. the result of second hypothesis test (h2) suggests that there is a significant direct effect of variable ldr on the bond rating of the banking industry in indonesia stock exchange (idx) in 2015-2018 with a positive direction. the results of the research are in line with dendawijaya (2003) who states that ldr shows the capability of a bank in meeting the needs of the community in the form of credit. high ldr will reflect the high effectiveness of the management of banks to extend credit well and will increase the confidence of investors to invest in the bank, so that with liquidity will indirectly reduce the risk of default (default) or the repayment of long-term liabilities (repayment bonds) so there is an impact on rising bond ratings. this is in line with research by hariyati (2016) and susanto et al, (2012) pointing out that the ldr ratio research have a positive effect on bond ratings, which means that each increase in the ldr percentage is in line with the bond rating increase. therefore, higher ldr ratio comes out in higher rating of a bond, while smaller ldr ratio leads to lower bond rating. the results of the third hypothesis test (h3) show that there is no significant direct effect of the secure variable on the banking industry bond rating on the indonesia stock exchange (idx) in 2015-2018. security variable is one of the important aspects of the bond because of the secure will convince investors that the company can minimize the risk of the bonds will be accepted (gallagher & andrew, 2007). the research results are consistent with the research by almilia and devi (2007), sakinah, paminto and kadafi (2017) and werastuti (2015) stating that secure bond has no effect on bond ratings, which means that secure bond cannot be used as a factor to predict bond-rating due to the increase in secure bond is said to have no effect on the profitability of the increase in the level of corporate bonds. on the other hands, the results of the research are not in accordance with research conducted by hasan and dana (2018), nurmayanti and magreta (2009), pertiwi (2013), sari and badjra (2016) and yuliana (2011) having statements that companies that issue bonds with security are believed to be able to increase investor confidence in investment due to the low probability of failure to pay obligations of a company, so they feel safe to create a bond rating firm, which leads to a better rating. the result of the fourth hypothesis test (h4) states that a secure bond can moderate the credit risk relationship as measured by the ratio of npl to bond rating. companies must provide security on bonds to reduce credit risk because it will minimize the possibility of failure of debtors or other parties to pay off bank obligations, both principal and interest at a specified time (kasidi, 2010). it generally is possible that debtor cannot meet obligations to a bank for various reasons, such as business failure. it is either due to the borrowers’ character who currently do not have good intentions to fulfill liabilities to banks, or the fault of the banks in the loan approval process. hence with a security, the company is better able to provide a sense of security for investors against corporate credit risk, therefore the secure strengthens the relationship of credit risk to bond ratings. however, the result of testing fifth hypothesis (h5) shows that the secure is not able to moderate the relationship of liquidity risk as measured by the ldr against bond rating. it means that even if the company secures a bond, there is no effect on liquidity risk. in this case, the secure weakens the risk relationship of the company’s inability to meet obligations due to the bond rating. iv. conclusions several conclusions are finally drawn: (1) credit risk variables measured by npl directly have a significant direct effect on the positive direction of the bond rating, (2) liquidity risk variables measured by the ldr ratio has a direct significant positive effect on the bond rating, (3) the security variable directly does not have significant influence on the bond rating, (4) the security variable is able to moderate the credit risk relationship as measured by the ratio of npl to bond rating, in this case the secure strengthens the relationship between both, (5) the security variable is not able to moderate the liquidity risk relationship as measured by the ratio of ldr to bond rating, in this case, the security weakens the relationship between the two. limitations of the research are provided, namely: (1) the short research period has an effect on the research sample which only obtains bond rating data for investment-grade categories (aaa, aa, a, bbb) only, (2) the research only uses two financial variables and 1 non-financial variable in predicting bond ratings with a value of r2 of 44,4% while the remaining 55,6% is influenced by other variables not included in the research model. finally, suggestions for further research are: (1) adding research periods to get more sample sizes and obtaining bond rating data that are categorized as investment grade and non-investment grade, (2) adding testing variables other than credit risk and 56 the winners, vol. 21 no. 1 march 2020, 49-57 liquidity risk that are able to measure risk profile of banking such as risk market, operational risk, legal risk, strategic risk, compliance risk and reputation risk, (3) use a proxy different, other than the ratios used in this research, such as credit risk ratio (crr), risk asset ratio (rar), liquidity ratio (lr), deposit risk ratio (drr) as well as adding non-financial variables such as auditor reputation, company size, bondage and so forth to determine bond ratings. references almilia, l. s. and herdiningtyas, w. 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(2011). analisis faktor-faktor yang mempengaruhi prediksi peringkat obligasi pada perusahaan keuangan yang terdaftar di bursa efek indonesia. universitas sebelas maret surakarta. microsoft word 05_retno d._tiket.doc analisis pengaruh kebijakan … (retno dewanti) 57 analisis pengaruh kebijakan harga tiket dan kualitas kenyamanan terhadap kepuasan pelanggan: studi kasus kereta api argo bromo anggrek jakarta-surabaya retno dewanti1 abstract article explore the influence of the price regulation and pleasure quality versus customer satisfaction using linier regression and measure the performance level versus the customer needs using cartesius diagram in order to find the customer satisfaction index. the result of this research showed that the quality of pleasure services was the highest follow by the price regulation. keywords: price regulation, pleasure quality, customer satisfaction abstrak artikel menjelaskan pengaruh kebijakan harga dan kualitas kenyamanan kereta api argo bromo anggrek terhadap kepuasan pelanggan dan menilai kesesuaian tingkat kinerja dengan tingkat kepentingan pelanggannya. diperoleh simpulan bahwa kebijakan harga dan kualitas kenyamanan berpengaruh secara bersama-sama terhadap kepuasan pelanggan. namun, tingkat kepentingan pelanggan membuktikan bahwa kualitas kenyamanan hendaknya lebih diprioritaskan dibanding kebijakan harga. kata kunci: kebijakan harga, kualitas kenyamanan, kepuasan pelanggan 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta journal the winners, vol. 7 no. 1, maret 2006: 57-68 58 pendahuluan pt kereta api indonesia mempunyai fungsi pokok yang bersifat pelayanan kepada pelanggan dan berorientasi pasar, baik kepada penumpang maupun barang yang dilayani untuk berpindah tempat dari suatu lokasi ke lokasi yang lain. pt kai sebagai subsektor angkutan darat dituntut untuk mampu berkompetisi pada usaha jasa angkutan dengan menyediakan mutu jasa angkutan sesuai dengan tarif yang dibebankan pada pelanggannya. visi pt kai adalah terwujudnya kereta-api sebagai pilihan utama jasa transportasi dengan fokus keselamatan dan pelayanan. misi pt kai adalah menyelenggarakan jasa transportasi sesuai keinginan stakeholder dengan meningkatkan keselamatan dan pelayanan serta penyelenggaraan yang semakin efisien. untuk mencapai optimasi fungsinya, pt kai menciptakan kereta-api eksekutif yang merupakan jenis pelayanan spesial bagi penumpang spesial yang ditargetkan untuk segmen menengah ke atas dengan harga tiket yang jauh berbeda dari kelas bisnis dan kelas ekonomi. kereta eksekutif dengan mematok harga yang tinggi tentunya juga merupakan pemasukan yang tinggi dan berarti laba bagi perusahaan.. kelas argo mulai diluncurkan bulan juli 1995, yakni argo bromo koridor jakarta-surabaya dan argo gede koridor jakarta-bandung. saat ini, argo bromo berubah menjadi argo bromo anggrek. pada dasarnya, positioning dilakukan untuk mempersepsikan produk argo sebagai moda transportasi kereta api terbaik, prestise, nyaman, cepat, untuk masing masing koridornya. pt kai berusaha merubah image masyarakat mengenai ptka yang dulu hanya operasional sarana saja tetapi sekarang lebih ditekankan pada kepuasan pelanggan. segmenting pelanggan argo didasarkan pada gateway value (pilihan hanya berdasarkan fungsinya saja sebagai alat transportasi, competitive value (mempertimbangkan pula faktor kenyamanan dan pelayanan yang dibandingkan dengan moda pesaing), ultimate value (ditambah dengan pertimbangan psikologis yang tak dapat diukur batasnya), berarti diharapkan pt kai dapat memenuhi nilai yang diinginkan oleh pelanggan dalam memenuhi kebutuhannya. sebelum tahun 2004, terjadi 6 shift argo bromo anggrek yang terdiri atas, 2 argo bromo anggrek koridor surabaya-jakarta dan 4 argo bromo anggrek koridor jakarta-surabaya. pada 1 rangkaian terdiri atas 8 kereta penumpang, 1 kereta makan, 1 kereta pembangkit (bp) yang masing-masing kereta penumpang berkisar 60 orang. kurun waktu 2004-2005 terjadi pengurangan, yakni hanya 2 kali pemberangkatan dari jakarta ke surabaya pada jam 09.20 sampai jam 19.07 dan jam 21.10 sampai jam 07.10 sedangkan dari surabaya ke jakarta tetap, yakni 2 kali jam 08.30 sampai jam 18.30 dan jam 20.30 sampai jam 04.34. berarti hanya terjadi 4 shift pemberangkatan dengan harga tiket berkisar 150ribu 250ribu. pada kereta argo bromo anggrek yang sehari terjadi 4 shift (paling banyak dibandingkan kereta eksekutif lain) merupakan pemasukan yang sangat menunjang pendapatan pt kai. oleh karena itu, operasionalnya butuh ketelitian dan pemeliharaan supaya tidak terjadi penurunan. salah satu kunci mempertahankan pelanggan adalah analisis pengaruh kebijakan … (retno dewanti) 59 kepuasan pelanggan. dalam hal ini, menjadi fokus penelitian sehingga diharapkan dapat dijadikan acuan bagi kereta eksekutif lain. pada tanggal 17 maret 2004, penerapan kebijakan tarif beberapa kereta eksekutif termasuk ka. aba (argo bromo anggrek) diberlakukan. penetapan kebijakan tarif didasarkan pada kekuatan pasar masing-masing ka dan asal stasiun pemberangkatan. tarif terinci setiap hari pada periode 1 bulan kalender dengan maksud memungkinkan pelanggan memilih hari perjalanan sesuai dengan tarif kompetitif yang sudah terencana. namun disayangkan bahwa kualitas tetap meski dengan tarif berbeda. pembahasan konsep harga “harga adalah sejumlah uang yang dibebankan atas suatu produk atau jasa, atau sejumlah dari nilai yang ditukar konsumen atas manfaat karena memiliki atau menggunakan produk atau jasa tersebut” (kotler, 2001:439). “produk dengan mutu jelek, harga yang mahal, penyerahan produk yang lambat dapat membuat pelanggan tidak puas, walaupun dengan tingkatan yang berbeda” (supranto, 2001:1). hal itu menunjukkan bahwa harga merupakan salah satu penyebab adanya ketidakpuasan bagi pelanggan. penting adanya kesesuaian antara harga dan produk sehingga dapat memuaskan pelanggan. hal itu karena kalau pelanggan tidak puas, akan meninggalkan perusahaan dan menjadi pelanggan pesaing. hal itu akan menyebabkan penurunan penjualan dan pada gilirannya akan menurunkan laba dan bahkan kerugian. untuk dapat memuaskan pelanggan dari segi harga maka penting kiranya diketahui adanya kepekaan harga pada pelanggan sehingga dapat membantu memperkirakan permintaan. faktor tersebut disebutkan oleh kotler yang diidentifikasi nagle sebagai berikut (kotler, 2002:522). faktor yang mempengaruhi kepekaan harga, antara lain sebagai berikut. 1. pengaruh nilai unik; para pembeli kurang peka terhadap harga karena produk tersebut lebih bersifat unik. 2. pengaruh kesadaran atas produk pengganti; para pembeli semakin kurang peka terhadap harga jika mereka tidak menyadari adanya produk pengganti. 3. pengaruh perbandingan yang sulit; para pembeli semakin kurang peka terhadap harga jika mereka tidak dapat dengan mudah membandingkan mutu barang pengganti. 4. pengaruh pengeluaran total; pembeli semakin kurang peka terhadap harga jika pengeluaran tersebut semakin rendah dibanding pendapatan totalnya. 5. pengaruh manfaat akhir; para pembeli semakin kurang peka terhadap harga jika pengeluaran tersebut semakin kecil dibandingkan biaya total produk akhir. 6. pengaruh biaya bersama; para pembeli semakin kurang peka terhadap harga jika sebagian biaya itu ditanggung pihak lain. 7. pengaruh mutu-harga; para pembeli semakin kurang peka terhadap harga jika produk tersebut dianggap memiliki mutu, prestise atu eksklusivitas yang lebih. journal the winners, vol. 7 no. 1, maret 2006: 57-68 60 selain kepekaan harga, penting diketahui responsif permintaan terhadap perubahan harga dan perubahan permintaan juga turut berpengaruh terhadap ketetapan harga. harga memainkan peranan penting bagi persepsi konsumen (chandra, 2002:155). mayoritas konsumen agak sedikit sensitif terhadap harga, namun juga mempertimbangkan faktor lain (seperti citra merk, lokasi, layanan, nilai, dan kualitas). selain itu, persepsi konsumen terhadap kualitas produk sering kali dipengaruhi oleh harga, harga yang mahal dianggap mencerminkan kualitas yang tinggi. konsep kualitas kenyamanan “kualitas adalah sampai dimana barang atau jasa memuaskan kebutuhan atau harapan pelanggan” (madura, 2001:302). dr. armand v. feigenbaum mengatakan “the total composite product and service characteristics marketing, engineering, manufacturing and maintenance through which the product and service in use will meet the expectation of the customer” (mutis, 2004:1) yang berarti kualitas adalah paduan secara keseluruhan antara karakteristik produk dan jasa dari pemasaran, engineering, dan pemeliharaan sesuai dengan harapan dari para konsumen terhadap produk dan jasa. kualitas terdiri atas dua aspek berikut. 1. konsistensi: seberapa jauh konsistensi produk atau jasa sesuai dengan yang diharapkan. 2. kapabilitas: seberapa baikkah produk atau jasa dapat memenuhi kebutuhan pelanggannya. berdasarkan hal tersebut, dimensi yang digunakan untuk menjelaskan kualitas jasa sebagai berikut. 1. akses: apakah pelanggan mengalami kemudahan dan menyenangkan untuk mengakses jasa. 2. estetika: bagaimana penampilan outlet jasa menurut pelanggan. 3. ketersediaan: apakah jasa tersedia pada saat dibutuhkan. 4. kebersihan: bagaimana kebersihan dan kerapian yang dimiliki. 5. kenyamanan: secara fisik dan nonfisik menerima pelayanan. 6. komunikasi: apakah komunikasi yang dilakukan penyedia jasa telah baik. 7. kompetensi: seberapa besar kompetensi penyedia jasa untuk menyediakan pelayanan. 8. kesopanan: bagaimana sikap sopan-santun penyedia jasa. 9. keramahtamahan: bagaimana keramahan jasa pelayanan yang diberikan. 10. keandalan: apakah jasa pelayanan tersebut andal. 11. respons: responsifkah perusahaan terhadap permintaan. 12. keamanan: seberapa jauhkah keadaan aman yang dapat dirasakan oleh pemakai jasa. dimensi mutu standar yang digeneralisasikan di berbagai organisasi penghasil jasa, meliputi keberadaan (availability), ketanggapan (responsiveness), menyenangkan (convenience), dan tepat waktu (time liness) (supranto, 2001:13). lima dimensi mutu pelayanan sebagai berikut. analisis pengaruh kebijakan … (retno dewanti) 61 1. keandalan (reliability): kemampuan untuk melaksanakan jasa yang dijanjikan dengan tepat dan terpercaya. 2. keresponsifan (responsiveness): kemauan untuk membantu pelanggan dan memberikan jasa dengan cepat atau ketanggapan. 3. keyakinan (confidence): pengetahuan dan kesopanan karyawan serta kemampuan mereka untuk menimbulkan kepercayaan dan keyakinan atau assurance. 4. empati (emphaty): syarat untuk peduli, memberi perhatian pribadi pada pelanggan. 5. berwujud (tangible): penampilan fasilitas fisik, peralatan, personel, dan media komunikasi. dimensi mutu untuk bidang pendukung pelayanan, antara lain sebagai berikut. 1. keberadaan pendukung (availability of support): tingkatan untuk mana pelanggan dapat kontak dengan pemberi jasa. 2. ketanggapan pendukung (responsiveness of support): tingkatan mana pemberi jasa bereaksi cepat terhadap permintaan pelanggan. 3. ketepatan waktu pendukung (time liness of support): tingkatan untuk mana pekerjaan dilaksanakan dalam kerangka waktu, sesuai dengan perjanjian. 4. penyelesaian pendukung (completeness of support): tingkatan untuk mana seluruh pekerjaan selesai. 5. kesenangan pendukung (pleasantness of support): tingkatan untuk mana pemberi jasa menggunakan perilaku dan gaya profesional yang tepat selama bekerja dengan pelanggan. konsep kepuasan “kepuasan pelanggan adalah persepsi pelanggan bahwa harapannya telah terpenuhi atau terlampaui” (gerson, 2002:3). pernyataan itu didukung oleh pendapat kotler bahwa “semakin tinggi tingkat kualitas menyebabkan semakin tingginya kepuasan pelanggan dan juga mendukung harga lebih tinggi serta (sering kali) biaya yang lebih rendah” (kotler, 2002:67). pelanggan tidak hanya menerima kualitas tetapi merasakan bahwa ia mendapat nilai sesuai rupiahnya. nilai yang ingin diharapkan pelanggan diwakili oleh atribut pendekatan nilai 4 p sebagai berikut. 1. purpose: manfaat yang ditemukan dari produk. 2. performance: berapa besar produk dapat memenuhi kegunaan, terutama yang menyangkut kualitas produk. 3. price: besarnya uang dan pengorbanan yang harus dibayar pelanggan untuk produk. 4. presentation: informasi dari kegunaan, kinerja, dan harga. pelanggan yang puas ditandai oleh hal berikut (kotler, 2002:57). 1. tetap setia lebih lama. 2. membeli lebih banyak ketika perusahaan memperkenalkan produk baru dan memperbaharui produk yang ada. journal the winners, vol. 7 no. 1, maret 2006: 57-68 62 3. membicarakan hal yang baik tentang perusahaan dan produknya. 4. memberi perhatian yang lebih sedikit kepada merek dan iklan pesaing serta kurang peka terhadap harga. jenis dan metode penelitian metode yang digunakan adalah penelitian deskriptif analitis dan metode deskriptif kuantitatif. penelitian ini menggunakan penelitian survei pada 1 rangkaian ka aba jkt-sby dengan sampel 48 yang berarti >10% dari penumpang 1 rangkaian. alat analisis yang digunakan adalah analisis regresi linier berganda sedangkan untuk mengetahui tingkat kesesuaian kinerja dengan tingkat kepentingan digunakan csi (customer satisfaction index) dengan diagram cartesius. variabel dan indikator penelitian tabel 1 pendapat responden mengenai harga tiket q indikator mean standar deviasi variance faktor kepekaan pelanggan 1 keselamatan perjalanan (valid) 2,31 2,00 0,776 2 kesadaran transportasi pengganti (valid) 3,04 3,00 1,148 3 biaya perolehan tiket (valid) 2,25 2,00 0,700 4 pelayanan tiket (valid) 2,17 2,00 0,834 5 biaya subsidi (valid) 3,69 4,00 1,075 6 penawaran harga (valid) 2,50 2,00 0,899 faktor permintaan 7 keinginan memanfaatkan ka (valid) 2,35 2,00 0,863 8 harga transportasi darat yang lain 2,06 2,00 1,060 faktor citra merk 9 kesan eksklusive 2,08 2,00 0,710 10 kekuatan mempengaruhi pelanggan 3,46 4,00 0,824 sumber: data questioner dari 48 sampel penumpang ka aba jak-sby (maret, 2005) catatan: mean baik < 3 dan tidak baik > 3 analisis pengaruh kebijakan … (retno dewanti) 63 tabel 2 pendapat responden mengenai kualitas kenyamanan perjalanan ka aba q indikator mean median std deviasi faktor keberadaan 11 penomoran seat (valid) 1,79 2,00 0,504 12 kesesuaian seat design (valid) 2,40 2,00 0,962 13 kesesuaian bagasi design (valid) 2,29 2,00 0,824 14 kesesuaian table design (valid) 3,19 3,00 1,120 15 fasilitas penunjang (valid) 1,96 2,00 0,617 16 keserasian interior 2,48 2,00 0,799 17 kesejukan ac (valid) 2,04 2,00 0,582 18 kebersihan toilet 2,88 3,00 0,981 19 hiburan (valid) 3,19 3,00 1,024 faktor ketanggapan 20 keamanan pintu automatic (valid) 2,23 2,00 0,660 21 keamanan pintu masuk kereta (valid) 2,08 2,00 0,498 22 keamanan fasilitas turun 2,10 2,00 0,627 23 kewaspadaan polsuska (valid) 2,71 3,00 0,874 24 profesionalisme pemeriksa tiket (valid) 2,13 2,00 0,640 faktor tepat waktu 25 waktu berangkat 2,15 2,00 0,825 26 waktu sampai tujuan 3,60 4,00 0,736 27 waktu persiapan 2,17 2,00 0,663 28 waktu berhenti di stasiun 2,40 2,00 0,844 faktor menyenangkan 29 kebersihan restorka (valid) 2,67 3,00 0,630 30 kesesuaian rasa makanan 3,04 3,00 0,849 31 kesesuaian rasa minuman (valid) 2,96 3,00 0,874 32 ragam pilihan menu (valid) 2,46 2,00 0,651 33 ragam makanan di buffe 2,73 3,00 0,792 34 ragam minuman di buffe (valid) 2,60 3,00 0,736 35 harga oleh-oleh 2,73 3,00 0,792 36 keramahan pegawai (valid) 2,06 2,00 0,381 37 kecepatan melayani 2,60 2,00 0,844 sumber: data questioner dari 48 sampel penumpang ka aba jkt-sby (maret, 2005) catatan: mean baik < 3 dan tidak baik > 3 journal the winners, vol. 7 no. 1, maret 2006: 57-68 64 tabel 3 pendapat responden mengenai kepuasan pelanggan ka aba q indikator mean median std deviasi faktor kesetiaan pelanggan 38 toleransi terhadap fluktuasi harga (valid) 3,56 4,00 0,769 39 toleransi terhadap proses pembelian tiket 2,29 2,00 0,651 40 toleransi terhadap kinerja fasilitas (valid) 2,73 3,00 0,939 41 toleransi terhadap kebisingan (valid) 3,54 4,00 0,898 42 toleransi terhadap waktu tempuh 3,71 4,00 0,824 43 toleransi rasa aman 2,33 2,00 0,663 44 optimalisasi pemanfaatan ka aba 2,60 2,00 0,818 faktor membicarakan hal-hal yang baik 45 kesesuaian kinerja merk aba (valid) 3,56 4,00 0,769 46 keinginan mempromosikan ke orang lain 2,48 3,00 0,652 47 kelekatan emosional terhadap ka 3,52 4,00 0,714 faktor perhatian terhadap transportasi lain 48 keputusan pembelian berdasar harga 2,25 2,00 0,863 49 keputusan pembelian berdasar kualitas 2,21 2,00 0,617 50 keputusan pembelian berdasar promosi (valid) 3,52 4,00 0,850 sumber: data questioner dari 48 sampel penumpang ka aba jkt-sby (maret, 2005) catatan: mean baik < 3 dan tidak baik > 3 analisis regresi linier berganda hasil regresi linier berganda disebut model regresi berganda dengan persamaan regresi berbentuk: y = a + b1x1 + b2x2 untuk menentukan nilai a, b1, dan b2 dilakukan pengolahan data dengan spss 12, diperoleh hasil sebagai berikut. tabel 4 coefficients(a) model unstandardized coefficients standardized coefficients t sig. 95% confidence interval for b b std. error beta lower bound upper bound 1 (constant) 3.644 2.475 1.472 .148 -1.341 8.630 harga tiket .067 .069 .113 .978 .333 -.071 .206 kualitas kenyamanan .288 .054 .620 5.345 .000 .179 .396 a dependent variable: kepuasan pelanggan sumber: data questioner dari 48 sampel penumpang ka aba jkt-sby (maret, 2005) analisis pengaruh kebijakan … (retno dewanti) 65 dari data tersebut diperoleh nilai a =3,644, nilai b1 =(0,067) dan b2 = 0,288 sehingga perkiraan model regresi linier berganda yang terbentuk adalah sebagai berikut. y = 3,644 + 0,067 x1 + 0,288 x2 tabel 5 reliability statistics variabel cronbach's alpha n of items harga tiket 0,880 7 kualitas kenyamanan 0,815 15 kepuasan pelanggan kepentingan pelanggan 0,695 0,633 5 5 tabel 6 nilai rata-rata kinerja dan tingkat kepentingan penilaian kinerja penilaian kepentingan x y tingkat kesesuaian 178 219 3,71 4,56 81,28 157 232 3,27 4,83 67,67 118 215 2,46 4,48 54,88 117 160 2,44 3,33 73,13 119 171 2,48 3,56 69,59 2,87 4,15 tabel 6 menunjukkan bahwa rata-rata prioritas tingkat kesesuaian; 1. suara bising (118/215) x 100%) = 54,88 2. kinerja fasilitas gerbong (67,67) 3. kinerja promosi (69,59) 4. kinerja merk (73,13) 5. fluktuasi harga (81,28) journal the winners, vol. 7 no. 1, maret 2006: 57-68 66 tingkat kesesuaian diagram cartesius k prioritas utama pertahankan prestasi e 5 a b p 2 e 1 n 4,15 3 t 5 i 4 n 3 g c d a prioritas rendah berlebihan n 0 1 2 2,87 5 kinerja/ pelaksanaan sumber: data questioner tingkat kepuasan dan tingkat kepentingan (maret, 2005) keterangan: 1. fluktuasi harga (pertahankan prestasi) 2. kinerja fasilitas gerbong (pertahankan prestasi) 3. suara bising (prioritas utama) 4. kinerja merk (prioritas rendah) 5. kinerja promosi (prioritas rendah) pada gambar terlihat bahwa; 1. kuadran a; menunjukkan faktor suara bising mempengaruhi kepuasan dan perlu diprioritaskan karena dianggap sangat penting oleh pelanggan sedangkan tingkat pelaksanaannya masih belum memuaskan. 2. kuadran b; menunjukkan faktor fluktuasi harga dan kinerja fasilitas mempengaruhi kepuasan dan perlu dipertahankan karena pada umumnya pelaksanaannya telah sesuai dengan kepentingan dan harapan pelanggan. analisis pengaruh kebijakan … (retno dewanti) 67 3. kuadran c; menunjukkan faktor kinerja merek dan kinerja promosi mempengaruhi kepuasan dan dinilai masih dianggap kurang penting bagi pelanggan sedangkan kualitas pelaksanaannya biasa atau cukup saja. 4. kuadran d; menunjukkan tidak adanya faktor yang berlebihan pelaksanaannya. penutup simpulan sesuai dengan pembahasan, dapat disimpulkan hal sebagai berikut. 1. kebijakan harga dan kualitas kenyamanan berpengaruh secara bersama-sama terhadap kepuasan pelanggan. prestasi dari fluktuasi harga dan fasilitas gerbong perlu dipertahankan karena sudah sesuai dengan harapan pelanggan, namun bila diurutkan berdasarkan prioritas kepentingan pelanggan maka pelanggan lebih mengutamakan fasilitas gerbong untuk diprioritaskan. hal itu berarti pt kai harus mengutamakan perubahan pada fasilitas gerbong daripada fluktuasi harga. pelanggan ka aba menginginkan perubahan kualitas kenyamanan seiring dengan kebijakan harga tetapi lebih mengutamakan pada kualitas kenyamanan. 2. tingkat kesesuaian kinerja dengan tingkat kepentingan menghasilkan urutan prioritas yang perlu diperhatikan, antara lain: (a) suara bising; (b) kinerja fasilitas gerbong, (c). kinerja promosi, (d). kinerja merek, (e). fluktuasi harga. pt kai perlu memprioritaskan faktor yang belum memuaskan, yakni suara bising. faktor lain yang dapat memuaskan pelanggan, antara lain adalah kinerja merek dan kinerja promosi. kedua faktor tersebut cukup memenuhi harapan, namun berdasarkan tingkat kepentingan, ternyata kurang penting bagi pelanggannya. saran saran utnuk penelitian lebih lanjut sebagai berikut. 1. faktor tersebut dapat dijadikan bahan pertimbangan bagi pengambil keputusan untuk menindaklanjuti kebijakan harga tiket, seiring dengan peningkatan kualitas kenyamanan ka argo bromo anggrek koridor jakartasurabaya. 2. hendaknya manajemen pt kai dapat memprioritaskan kebutuhan pelanggannya sehingga terjadi kesesuaian antara harapan pelanggan dengan kinerja. hal itu sangat penting diperhatikan demi kepuasan pelanggan sehingga pt kai dapat mempertahankan pelanggan potensial yang diharapkan dapat meningkatkan profit bagi perusahaan journal the winners, vol. 7 no. 1, maret 2006: 57-68 68 daftar pustaka brown, wilfred and jaques elliott. 1999. product analysis pricing. london: heinemann. chandra, gregorius. 2002. strategi dan program pemasaran. yogyakarta: andi. gerson, richard, f. 2002. mengukur kepuasan pelanggan; panduan menciptakan pelayanan bermutu. jakarta: ppm. kotler, philip and gary amstrong. 2001. prinsip-prinsip pemasaran. ed. 8, jilid 1. jakarta: erlangga, kotler, philip. 2002. manajemen pemasaran i & ii. ed. milenium. jakarta: prenhallindo. kustituanto, bambang. 1992. manajemen transportasi. yogyakarta: ppm fe ugm. madura, jeff. 2001. pengantar bisnis. jakarta: salemba empat. mutis, thoby and vincent gaspersz. 2004. nuansa menuju perbaikan kualitas dan produktivitas. jakarta: trisakti. pt ka (persero). 2004. infoka; informasi pelayanan kereta api. bandung: pt kai. santoso, singgih dan fandy tjiptono. 2002. riset pemasaran. jakarta: gramedia. _______. 2002. spss statistik multivariate. jakarta: elexmedia. supranto, j. 2001. pengukuran tingkat kepuasan pelanggan untuk menaikkan pangsa pasar. jakarta: rineka cipta. sutojo, siswanto. 2001. menyusun strategi harga. jakarta: damar mulia pustaka. swastha, basu. 1996. manajemen pemasaran jasa. yogyakarta: ppm fe ugm. http://ticketing kereta-api.com www.infoka.kereta-api.com *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 27 the winners, 21(1), march 2020, 27-33 doi: 10.21512/tw.v21i1.5954 optimum portfolio analysis of black-litterman model in the indonesian stock exchange on consumer goods industrial sector meilina pudjiani1*; yusman syaukat2; tony irawan3 1master of business management, school of business, ipb university 2,3faculty of economics and management, department of resource and environmental economy, ipb university jl. jl. raya dramaga, kampus ipb dramaga bogor 16680, indonesia 1meilina.p25@gmail.com; 2ysyaukat@gmail.com; 3tony.irawan82@gmail.com received: 01st september 2019/ revised: 03rd september 2019/ accepted: 06th september 2019 how to cite: pudjiani, m., syaukat, y., & irawan, t. (2020). optimum portfolio analysis of black-litterman model in the indonesian stock exchange on consumer goods industrial sector. the winners, 21(1), 27-33. https://doi.org/10.21512/tw.v21i1.5954 abstract the aim of the research was to identify the allocation of optimum portfolio formation in consumer goods sector at indonesian stock exchange from 2014 to 2018 by using black-litterman model. this quantitative research used secondary data on stock prices of the consumer goods sector on the indonesian stock exchange from january 2014 to december 2018 which was obtained from yahoo finance and the indonesia stock exchange. four stocks formed the optimum portfolio of consumer goods sector identified by using black-litterman model. those are stocks of pt indofood cbp sukses makmur tbk, pt kimia farma tbk, pt indofarma tbk, pt indofarma tbk, and pt hm sampoerna tbk. the results show that stock with the biggest proportion was icbp’s with proportion of 68,5379%. meanwhile the smallest proportion was inaf’s, which is 3,0277%. the mean return was calculated from this proportion, resulting in 3,678% while the risk value was 1,471%. keywords: optimum portfolio, black-litterman model, stock exchange, consumer good industries i. introduction the industrial sector having a significantly strategic role, especially to prosper people’s lives, is the consumer goods sector. called their products are considered necessary in consumers daily needs, such as food and beverages, medicines, equipment, and household supplies. inelastic demand level has been an advantage in this sector since it provides basic supplies, which people will not stop buying despite the increasing prices. the respondents of this research is consumer goods company since the investment in this industrial sector has good prospect in investment world development. the indonesian economy in 2015 experienced a mini economic crisis. various external and domestic challenges hit the indonesian economy. at the same time, uncertainties in the global financial markets had increased due to the expanding opportunities for united states (us) interest rates, fears of greek fiscal negotiations, and being exacerbated by the devaluation of the yuan which was not anticipated beforehand. these unfavorable global developments had a negative impact on the domestic economy, both through trade and financial channels. pressure on the domestic economy had been compounded by the remaining domestic structural problems. these challenges triggered an increase in several risks, such as high pressure on the rupiah exchange rate, a decline in the confidence of economic actors, as well as risks in the corporate sector. uncertainty on the global financial market had resulted in the depreciation of the rupiah during 2015. pressure on the rupiah had been ongoing since the first quarter, and then peaked in the third quarter of 2015. due to this, the share price in the consumer goods sector also experienced a sharp decline in the third quarter of 2015 at a price of rp 1.951,00 per share. the consumer goods sector which used to be able to survive amid economic conditions weakened by 5,75%. the sub-sectors that experienced an emphasis on the depreciation of the rupiah were the household appliances and pharmaceutical subsectors. the slowdown in financial performance, especially net income, made almost all issuers of the consumer goods sector produce negative returns (laporan keuangan indonesia, 2015). global economic growth in 2018 went slower with uneven growth between countries. the world 28 the winners, vol. 21 no. 1 march 2020, 27-33 economy recorded growth by 3,7% in 2018 which was slowing down compared to growth in 2017 by 3,8%. high global uncertainties and pressure on the balance of payments of indonesia (npi) were greatly influenced the dynamics of the rupiah exchange rate in 2018. this uncertainty was triggered by the continued increase in the federal funds rate (ffr) and global financial market uncertainties resulting in reduced inflows of foreign capital to developing countries, including indonesia. as a result, the rupiah exchange rate had been under pressure until october 2018 with the biggest pressure occurring in july 2018. depreciating pressure against the rupiah was also in line with the weakening of many other developing countries’ currencies, in line with the impact of rising global uncertainty. indonesia’s trade balance in the april period recorded a deficit in 2018 (laporan keuangan indonesia, 2018). based on the factors that influence the movement of shares in the consumer goods sector, investors who plan to invest their capital in the consumer goods sector need to be aware of sentiments that might shake stock prices. although the consumer goods sector is a defensive sector which is able to withstand economic shocks, it is not considered always true. investors need to see negative sentiment both externally and internally that leads the indonesian economy to fluctuation, such as uncertainty in the global economy, inflation, interest rates, the islam k. kabbani (ikk) index, rising gas, and electricity tariffs. the researchers assume that despite the weakening in the consumer goods sector in the third quarter of 2015 and the second quarter of 2018, investors will remain obtaining benefits by forming a stock portfolio. hence investors are able to diversify their investment risks and allocate funds to get the maximum profit. optimum portfolio is a selection of various portfolio stocks efficiently. there are some models of optimum portfolio development such as meanvariance model, capital asset pricing model (capm), and black-litterman model. the principal of mean-variance model is the quantitative approach, linking risk that is measured by standard deviation or variance, and the expected return of mean return (arulraj, pvs, & karthika, 2012). model to assess feasibility of stock investment can be done with estimation calculation by using capital asset pricing model (capm). security risk in capm model is shown with beta. beta is used as measurement tool to estimate such security’s investment risk. capm is a model that describes a systematic risk by using beta to link between risk and return (zabarankin, pavlikov, & uryasev, 2013). according to subekti (2009), blacklitterman is a portfolio-optimizing model that leads to better performance and profitable to investors as a result of the investors’ involvement, assuming that establishment of portfolio is not abandoned. black-litterman model was introduced by fisher black and robert litterman at goldman sachs in 1990. the b-l model is often referred to as a completely new portfolio model. much literature concerning the b-l model assumes a global asset allocation model, and because of this (arisena, noviyanti, & zanbar, 2018). litterman (2003) argues that the global capital asset pricing model (capm) is a good starting point for a global equilibrium model. however, the b-l model is not used only in global asset management, but also in domestic equity portfolio management and fixed income portfolio management. in such cases the equilibrium weights are easier to find by using domestic capm (mankert, 2010). the view of black-litterman model is used to adjust the expected return of equilibrium to predict future return. this model gives two possibilities in investor’s point of view, both absolute views and relative views as explained by (idzorek, 2004). black-litterman model shows the view of an investor with other investors could be different due to the view is subjective. the view is an investor’s view in asserting the predicted return towards such stock (satchell & scowcroft, 2000). due to these views differences, a portfolio of an investor will not be the same as other investors. this condition will possibly become a source of portfolio risk, or in other words, the views from one investor have influence on increasing the risk of portfolio. another research about capital market was conducted by mishra, pisipati, and vyas (2011) by comparing performance of black-litterman model and mean-variance with sectoral index stocks of bse (bombay stock exchange). the research reveals that an efficient portfolio of black-litterman achieved a better risk performance compared to meanvariance approach. ramli (2010) shows that the stock of consumer goods sector is a defensive stock. it means that when the market is inclined, the stock will also be inclined but lower than the market incline. on the contrary, when the market is declined, the stock will be declined without exceeding the market decline. meucci (2006) uses black-litterman model without assuming the distribution that underlie the consideration further non-normal view from multi-assets portfolio. the performance of asset allocation resulted is aimed to minimalize the risk efficiently. menchi (2016) formulates a synthetic indicator to evaluate the effect of investor view towards portfolio allocation based on its level of confidence. da silva, lee, and pornrojnangkool (2009) points out that black-litterman model with bayes analytical framework comes out in stronger portfolio as it has small sensitivity to incoming error in expected return. walters (2014) explains the blacklitterman model with bayes approach. ganikhodjaev and bayram (2016) has developed a new portfolio percentage (posterior) by inputting golden asset as a safe-haven asset within central bank of republic of turkey case with black-litterman model by using bayesian approach. mahrivandi, noviyanti, and setyanto (2017) has conducted a research with four bank sectors in lq-45 index by using black-litterman in non-normal return model. the result shows that level of confidence in investors’ views is significant 29optimum portfolio analysis..... (meilina pudjiani, et al.) to influence the results of target of returns and risks of the black-litterman portfolio model. a higher level of trust from the view of investors will not only result in a higher return target, but also lead to higher risks as well. of the nine sector stock indexes on the idx, the research focuses on the consumption sector. this is based on a sector that is better than other sectors and is always needed by financial managers or investors as an investment option. meanwhile, the consumer goods sector became the second largest sector contributing to the rise in the composite stock price index (cspi). in compiling portfolios, what should be considered is an analysis of investment appraisals and investor accuracy in making optimal portfolios. in addition, no one has yet undertaken a portfolio analysis of blacklitterman’s optimal model and risk in the consumer goods sector. based on the problem that has been described above, the purpose of this research is to identify the optimal portfolio formation allocation and expected return value in the consumer goods sector on the idx for 60 months (2014-2018) using the black-litterman model. the research is expected to provide benefits to investors as a guide in making optimal portfolio investment decisions and understand the level of risk that will be borne in investing in the consumer goods industry sector. ii. methods at the beginning of the research, the selection of shares joined in the consumer goods sector for five years in a row began in january 2014 to december 2018. the selection of listed companies using purposive sampling was then carried out data collection for the process of forming a portfolio using the black-litterman model approach. black-literrman model with mean based on 60-month and 12-month return data. the research framework in this research focuses on analyzing the return of the consumer goods sector and identifying the optimal portfolio formation in the idx consumer goods sector by using the blacklitterman model in the 2014-2018 period with the expected return from the capm calculation results. through these two methods, it is expected to provide optimal portfolio formation. this is a quantitative research by using secondary data on stock prices of the consumer goods sector on the indonesian stock exchange from january 2014 to december 2018 based on yahoo finance and the indonesia stock exchange. the sampling method uses purposive sampling researchers have determined sample criteria, namely issuers who were in the consumer goods sector from january 2014 to december 2018. the type of data used is secondary data. these include daily closing stock price data and sbi interest rate data. the total issuers examined in this research are 23 in the consumer goods sector during the research period. they are shown in table 1. table 1 the consumer goods sector subsector company cosmetics and household purposes tcid, unvr food and beverages alto, ceka, icbp, indf, mlbi, myor, psdn, roti, sklt, ultj household appliances kici, lmpi pharmacy dvla, inaf, kaef, klbf, pyfa, sido cigarettes ggrm, hmsp, rmba the return on individual shares is income received in the form of dividends or income from changes in market prices of stock trading transactions that are calculated within one month (jogiyanto, 2013). the formula used to calculate the returns on individual stocks is as follows: (1) the capital asset pricing model (capm) is based on the markowitz model–which each investor assumes–will diversify their portfolio and choose the optimal portfolio based on preference for return and risk (tandelilin, 2010). in general, the formation of a capm portfolio is based on the following equation: e(ri) = rbr + βi [e (rm) – rbr] (2) the black-litterman model is used to estimate inputs for portfolio optimization. this model combines two types of estimates, namely historical data on equilibrium conditions and investors’ views to update the estimation results. arisena, noviyanti and zanbar (2018) argue that the advantage of the blacklitterman model is that the investors are allowed to combine views in both assets and relative terms with preceding estimates, and to produce new posterior estimates that cover all displays. the black litterman model combines investor views with equilibrium returns achieved through the capm to generate new portfolio returns. the value of views is determined by the views of investors. the views given by investors to selected assets remain to have uncertainty, so they must be measured through confidence levels. investors’ views are formed by using previous stock price data assistance, so absolute views and relative views can be formed as follows: views 1 : “i predict indf shares will give a return of 1,5% “ views 2 : “i predict ggrm shares will give a return of 1,6%” 30 the winners, vol. 21 no. 1 march 2020, 27-33 views 3 : “i predict icbp shares will give a return of 5%” views 4 : “i predict inaf shares will give a return of 1,8%” views 5 : “i predict hmsp shares will give a return of 3%” relative views views 6 : “i predict kaef shares will return 1,2% more than roti shares” therefore, q can be formed as a view vector: (3) the variance of each error is expressed in the new matrix. diagonal in the matrix shows covariance between views. the matrix will contribute significantly to the final calculation of the expected return of blacklitterman. before heading to the final expected return calculation, the researchers previously discussed the matrix coefficient p. p is the matrix of k and n, where k denotes investor views and n shows the number of assets in the portfolio (idzorek, 2004): (4) the black-litterman model, which is started with the equilibrium return achieved by capm, let the investors combine several assets with the investment views. the investors’ confidence level is an error vector showing that investors’ views remain uncertain and assumed as normally distributed. this confidence level is stated on diagonal ω matrix (covariance of views) as follows (idzorek, 2004): ω = τ p ∑ p’ (5) to calculate market equilibrium prices, risk coefficient is required with the following equation: δ = e (rm)rf (6) to calculate the equilibrium excess return, the following equation can be used: ∏ = δ∑wm (7) in developing the black-litterman model, it involves two types of information obtained from different sources; (1) equilibrium expected return of capm and investor views and (2) combination of return equilibrium and investors’ views based on black-litterman model theorem (salomons, 2007). it can be stated as black-litterman optimum portfolio calculation: e (r) = [(τ∑)-1+ p’ ω-1 p]-1 [(τ∑)-1 ∏+ p’ ω-1 q] = μbl (8) the weighting of black-litterman model is calculated using the mean-variance model by minimizing the risk with a certain return. the following is equation for black-litterman weighting. wb=(δs) -1 μbl (9) the formula to calculate the expected return from the portfolio is: e (𝑅𝑃)=σ𝑊𝑖 𝐸 (𝑅𝑖)𝑛𝑖 (10) iii. results and discussions as the sample of the research, stocks in the consumer goods sector with positive mean return are used to calculate the expected return of the capm model. this model uses beta to link the risk and return together. the risk of each asset is expressed with covariance return from each stock with market return. beta is a measure of return volatility of a security or portfolio return towards market return (jogiyanto, 2013). beta shows the size of stocks return confidence towards market change. it can also be interpreted as stocks risk size; the bigger the value is, the bigger the risk within a stock. beta with score more than one means that the return of certain stock is sensitive to all market changes. issuers with beta score more than one are indf and ggrm. besides, there are some samples with beta value of less than one which means that its stock return is less sensitive than market fluctuation. issuers having risk measure less than one are icbp, kaef, inaf, hmsp, roti, sido, ceka, myor, klbf, lmpi, ultj, invr, rmba, mlbi, kici, sklt, dvla, psdn, tcid, pyfa, and alto. after the values of the cpam model expected return from each issuer are obtained, a portfolio would be developed using seven issuers with the highest expected return. stocks with the highest expected return are selected since the black-litterman model would use those values of capm expected return to develop the optimum portfolio. the significance level of kolmogorov-smirnov test above is 0,05 and the data are normally distributed (see table 3). the stocks that would have been used in black-litterman model portfolio calculation are seven stocks with the highest expected return from capm model. the black-litterman model combines the investors’ views and equilibrium return through capm, and then a new portfolio return comes out as a result. 31optimum portfolio analysis..... (meilina pudjiani, et al.) the expected return value of black-litterman model can be calculated after information on the capm equilibrium return and investors return are fulfilled. the calculation of the weight or proportion of funds for each stock is influenced by the covariance value and the expected black-litterman return value (table 4). since some portfolios have negative results, it is necessary to do another round of selecting the optimum portfolio. after the re-selection is conducted, the latest optimal portfolio results can be seen in table 4. stocks with largest proportion was icbp stocks with the proportion of 68,5379%, meanwhile the smallest one was stocks of inaf with the proportion of 3,0277%. from this proportion, the mean return and risk of black-litterman portfolio are to be calculated. table 2 risk and expected return of capm number companies code risk (βi) ecapm 1 pt indofood sukses makmur tbk indf 1,24652 0,000387 2 pt gudang garam tbk ggrm 1,06516 0,000342 3 pt indofood cbp sukses makmur tbk icbp 0,97263 0,000319 4 pt kimia farma tbk kaef 0,89731 0,000301 5 pt indofarma tbk inaf 0,77979 0,000272 6 pt hm sampoerna tbk hmsp 0,75727 0,000266 7 pt nippon sari corporindo tbk roti 0,62522 0,000233 8 industri jamu dan farmasi sido muncul sido 0,54641 0,000214 9 pt wilmar cahaya indonesia tbk ceka 0,48650 0,000198 10 pt mayora indah tbk myor 0,44089 0,000187 11 pt kalbe farma tbk klbf 0,43169 0,000185 12 pt langgeng makmur industri tbk lmpi 0,31880 0,000157 13 pt ultrajaya milk industry ultj 0,27720 0,000147 14 pt unilever indonesia tbk unvr 0,24913 0,000139 15 pt bentoel internasional investama tbk rmba 0,24559 0,000138 16 pt multi bintang indonesia tbk mlbi 0,17999 0,000122 17 pt kedaung indah can tbk kici 0,14803 0,000114 18 pt sekar laut tbk sklt 0,13438 0,000111 19 pt darya-varia laboratoria tbk dvla 0,12421 0,000109 20 pt prashida aneka niaga tbk psdn 0,09472 0,000101 21 pt mandom indonesia tbk tcid 0,06502 0,000094 22 pt pyridam farma tbk pyfa 0,02402 0,000084 23 pt tri banyan tirta tbk alto -0,03469 0,000069 table 3 normality of kolomogorov-smirnov test one-sample kolmogorov-smirnov test expected return capm n 23 normal parametersa,b mean 0,005091391 std. deviation 0,0000253611 most extreme differences absolute 0,178 positive 0,099 negative -0,178 kolmogorov-smirnov z 0,994 asymp. sig. (2-tailed) 0,277 a. test distribution is normal b. calculated from data 32 the winners, vol. 21 no. 1 march 2020, 27-33 portfolio return describes the level of profit which is obtained from the formed portfolio. portfolio with stocks formation components in table 5 result in mean return values by 3,678% and the risk by 1,471%. by using black-litterman model, four stocks that formed the optimum portfolio of consumer goods sector are drawn to be the result. they are stocks of pt indofood cbp sukses makmur tbk, pt kimia farma tbk, pt indofarma tbk, and pt hm sampoerna tbk. the higher the expected return is, the higher the risk will be. on the black-litterman model, the risk value is quite high. high risk is caused by assumption where black-litterman model is a subjective portfolio model depending on investors views. new efficiencies can be obtained by comparing the profits obtained with the assets or capital that produced these profits by calculating profitability. profitability ratios are to gain company excellence in seeking and to provide a measure of the level of management of a company. the profit ratio becomes a benchmark and consideration for investors in investing their capital since profitability indicates whether the company has good expectations in the future. however, it is not an absolute statement that the value of profitability is the return that investors will obtain. it should be kept in mind stock prices might come out different every month to be weaker or soar. the black-litterman model is not only to allocate equity, but also to allocate bonds and currency. investing in more asset classes is desirable as it gives the possibility to combine the characteristics of both classes. besides it gives an extensive option of assets which in turn multiplies the possibilities for diversification, and thus reducing risk. furthermore, as a global allocation model, it becomes possible to diversify even more. unfortunately, it also opens the investors up to a new source of risk, namely the exchange risk. the investment in a foreign asset may perform well, but if the exchange rate of the currency drops relative to the domestic currency, a substantial loss on the investment may occur (salomons, 2007). iv. conclusions the black-litterman model as one of the portfolio optimization models results in better and profitable performance for an investor due to the involvement of investor opinion in deciding the weight of the assets in the portfolio forms is not neglected. the advantages of black-litterman model make efficient integration of investor knowledge into asset allocation. the black-litterman model with bayes approach uses investor views as prior information. the views of black-litterman model are used to finish the equilibrium of expected return to predict future return. by using the black-litterman model, four stocks that form the optimum portfolio of consumer goods sector finally come out as a result. the portfolio with four components that form stocks in the indonesian stock exchange from consumer goods sector results in mean return by 3,678 and the risk by 1,471%. managerial implications of this research are intended for investors in the consumer goods sector. the optimal portfolio in this research is suitable for risk-averse investors since the level of risk generated turns out to be low. although the researchers can examine the black-litterman with elliptical distributions–in which the capm holds are used as long as return distributions are elliptical–certain limitations might appear and table 4 black-litterman portfolio company variance expected return bl weight (%) indf 0,000336 0,015087 -0,1285 ggrm 0,000378 0,016358 -1,9331 icbp 0,000288 0,040664 72,3818 kaef 0,001004 0,017173 3,7861 inaf 0,002080 0,015059 3,1976 hmsp 0,000349 0,025927 26,2429 roti 0,000351 0,007271 -3,5467 table 5 black-litterman optimal portfolio company variance expected return bl weight (%) return portfolio profitability (%) icbp 0,000288 0,040664 68,53 0,027870 2,519 kaef 0,001004 0,017173 3,58 0,000615 0,012 inaf 0,002080 0,015059 3,03 0,000455 0,007 hmsp 0,000349 0,025927 24,85 0,006442 0,458 total 2,994 33optimum portfolio analysis..... (meilina pudjiani, et al.) become additional avenues of research. it would be interesting to apply the black–litterman approach the conditional value-at-risk (cvar) as the risk measure, and to apply the black–litterman approach to different sectors in idx. it would be worth revisiting the robust model within the framework of factors models. references arisena, a., noviyanti, l., & zanbar, s. a. (2018). portfolio return using black-litterman single view model with arma-garch and treynor black model. journal of physics: conference series, 974(1), 12–23. arulraj, m., pvs, m., & karthika, r. (2012). global portfolio optimization for bse sensex using the enhanced black-litterman model. procedia engineering, 38, 2987–2997. da silva, a. s., lee, w., & pornrojnangkool, b. (2009). the black-litterman model for active portfolio management. the journal of portfolio management, 35(2), 61–71. ganikhodjaev, n., & bayram, k. (2016). the blacklitterman model in central bank practice: study for turkish central bank. malaysian journal of mathematical sciences, 10(s), 193–203. idzorek, t. (2007). a step by step guide to the blacklitterman model: incorporating user-specified confidence levels. in s. satchell (ed.). forecasting expected returns in the financial (pp.17-38). elsevier. jogiyanto, h. (2013). teori portofolio dan analisis investasi edisi kelima. yogyakarta, id: bpef. laporan keuangan indonesia. (2015). laporan tahunan bank indonesia tahun 2015. retrieved july 5th, 2019 from https://www.bi.go.id/id/publikasi/laporantahunan/bi/pages/lktbi-2015.aspx. laporan keuangan indonesia. (2018). laporan tahunan bank indonesia tahun 2018. retrieved july 5th, 2019 from https://www.bi.go.id/id/publikasi/laporantahunan/bi/pages/lktbi-2018.aspx. litterman, b. (2003). global equilibrium expected returns in modern investment management: an equilibrium approach (pp. 55–75). new jersey, usa: wiley. mahrivandi, r., noviyanti, l., & setyanto, g. r. (2017). black-litterman model on non-normal stock return (case study four banks at lq-45 stock index). aip conference proceedings, 1827(1), 20013. mankert, c. (2010). the black-litterman model mathematical and behavioral finance approaches towards its use in practice (doctoral thesis). royal institute of technology, stockholm (se). menchi, m. (2016). black litterman for non-normal markets: focus on view’s confidence level and performance (masters’s thesis). luiss guido carli university, rome (it). meucci, a. (2006). beyond black-litterman in practice: a five-step recipe to input views on non-normal markets. risk journal, 19, 87–92. mishra, a. k., pisipati, s., & vyas, i. 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(2014). the black-litterman model in detail. ssrn. http://dx.doi.org/ 10.2139/ssrn.1314585 zabarankin, m., pavlikov, k., & uryasev, s. (2013). capital asset pricing model (capm) with drawdown measure. european journal of operational research, 234(2), 508–517. microsoft word 04_vol. 15.1. manat rahim_ok_a2t.doc model pemberdayaan masyarakat..... (manat rahim; dkk) 23 model pemberdayaan masyarakat di wilayah pesisir dalam menanggulangi kemiskinan di kabupaten buton, sulawesi tenggara manat rahim; madjiani tahir; waly aya rumbia fakultas ekonomi, universitas haluoleo jln. h.e.a mokodompit no. 1, malaka anduonohu, kota kendari 93232 yadis_70@yahoo.co.id abstract poverty is a social reality characterized by underdevelopment in the social, economic, cultural, political, educational and natural factors that directly influence the inability of society, so as to be poor. the effort to reduce poverty is done by getting the community development approach through government programs i.e. pnpm-mp and strengthening unit districts management institutions. the data used were primary data obtained from the field survey with a list of questions; samples were 98 respondents. research analysis used descriptive quantitative method and community empowerment model approach. research shows that the family economic empowering 10 from 12 respondents or 83.33% increased in family income and did not work for 16,67% respondents. meanwhile, the traditional farmer empowerment productive effort 36 form 46 respondents or 78,26% succeeded to increase household income of farmers and 21,74% were not able to increase the income of farm households. meanwhile, venture capital empowerment fishermen increased fishing activity and managed marine products with a success rate of 55% and 45% did not succeed. keywords: poverty alleviation, community empowering, farmers, fishermen abstrak kemiskinan merupakan merupakan realitas sosial ditandai dengan keterbelakangan banyak hal baik terkait dengan sosial, ekonomi, budaya, politik, pendidikan maupun faktor alam yang berpengaruh langsung terhadap ketidakmampuan masyarakat, sehingga menjadi miskin. upaya penanggulangan kemiskinan dilakukan dengan pendekatan pemberdayaan masyarakat melalui program-program pemerintah antara lain pnpm-mp dan penguatan lembaga unit pengelola kecamatan. data yang digunakan adalah data primer diperoleh dari survei lapangan dengan bantuan daftar pertanyaan. sampel penelitian adalah 98 responden. metode analisis yang digunakan metode deskriptif kuantitatif dan pendekatan model pemberdayaan masyarakat. hasil penelitian menunjukkan bahwa pemberdayaan ekonomi keluarga dari 12 responden, berhasil 10 responden atau 83,33% dalam peningkatan pendapatan keluarga dan tidak berhasil sebesar 16,67%. sementara itu, pemberdayaan usaha produktif petani tradisional dari 46 responden, yaitu 36 responden atau 78,26% berhasil meningkatkan pendapatan rumah tangga petani dan 21,74% belum dapat meningkatkan pendapatan rumah tangga petani. sementara itu, pemberdayaan modal usaha nelayan telah meningkatkan kegiatan melaut dan mengelola hasilhasil laut dengan tingkat keberhasilan sebesar 55 % dan tidak berhasil 45%. kata kunci: penanggulangan kemiskinan, pemberdayaan masyarakat, petani, nelayan 24   journal the winners, vol. 15 no. 1, maret 2014: 23-33  pendahuluan pemberdayaan masyarakat merupakan upaya untuk meningkatkan harkat dan martabat lapisan masyarakat yang dalam kondisi sekarang tidak mampu melepaskan diri dari perangkap kemiskinan dan keterbelakangan. dengan kata lain memberdayakan masyarakat berarti memberikan kemampuan dan memandirikan masyarakat. proses pemberdayaan yang menekankan pada proses memberikan kemampuan kepada masyarakat agar menjadi berdaya, mendorong atau memotivasi individu agar mempunyai kemampuan atau keberdayaan untuk menentukan pilihan hidupnya. dalam hal ini bahwa pemberdayaan harus ditujukan pada kelompok atau lapisan masyarakat yang tertinggal. (prijono & pranaka, 1996). pemberdayaan masyarakat tidak lain adalah upaya penanggulangan kemiskinan dan keterbelakangan. pada gilirannya memperkuat posisi masyarakat dalam struktur ekonomi dan kekuasaan. untuk memperkuat posisi lapisan masyarakat telah dilaksanakan secara terus-menerus oleh pemerintah pusat maupun pemerintah daerah. pada 1993 diluncurkan kebijakan pemerintah yang tertuang dalam inpres nomor 5 tahun 1993, yang dikenal dengan program inpres desa tertinggal (idt). penanggulangan kemiskinan dilakukan dengan pendekatan pemberdayaan masyarakat, yakni memberikan kesempatan kepada setiap anggota masyarakat untuk dapat ikut serta dalam proses pembangunan dengan mendapatkan kesempatan yang sama dan menikmati hasil pembangunan sesuai dengan kemampuannya. pendekatan tersebut memperoleh penguatan dalam rancanangan pembangunan jangka menengah (rpjm) dan propenas 2001-2004, yaitu upaya penanggulangan kemiskinan dilakukan dijakan dan program dengan pendekatan bahwa masyarakat memperoleh ruang untuk menentukan pilihan yang paling sesuai bagi kemajuan diri mereka masing-masing. menurut pendekatan ini, setiap upaya pembangunan perlu diarahkan pada penciptaan suatu lingkungan yang memungkinkan masyarakat untuk menikmati kehidupan yang lebih baik sekaligus memperluas pilihan yang dapat dilakukan oleh setiap anggota masyarakat. pemberdayaan masyarakat diperlukan upaya untuk memadukan berbagai kebijaksanaan dan program yang tersebar di berbagai sektor dan wilayah dengan tetap memerhatikan tantangan modal potensi yang ada pada setiap orang dan setiap wilayah. kartasasmita (1996), pemberdayaan penduduk miskin dengan kebijakan penanggulangannya dilaksanakan melalui tiga arah kebijakan. kebijaksanaan tidak langsung diarahkan kepada penciptaan kondisi yang menjamin setiap upaya penanggulangan kemiskinanan. kebijkasanaan langsung yang ditujukan kepada golongan masyarakat berpenghasilan rendah. kebijaksanaan khusus yang dimaksudkan untuk mempersiapkan masyarakat miskin dan aparat yang bertanggung jawab langsung terhadap kelancaran program dan sekaligus memacu dan memperluas upaya untuk penenggulngan kemiskinan. model pemberdayaan penduduk miskin dengan pendekatan yang telah dilakukan oleh pemerintah di antaranya program inpres desa tertinggal (idt), program pengembangan kecamatan (ppk) dan program pengelolaan berbasis masyarakat coremap i dan ii khususnya bagi masyarakat pesisir dan kepulauan. dalam rangka mewujudkan masyarakat yang memiliki daya dan kemampuan untuk meningkatkan kualitas sosial ekonomi secara mandiri dan berkesinambungan, maka model pemberdayaan masyarakat dengan program pnpm-mp yang bertujuan untuk mengembangkan ekonomi produktif masyarakat. kabupaten buton dengan luas wilayah 2.648,08 km2, berpenduduk 284.627 jiwa, dan secara administrasi terdiri dua puluh empat kecamatan. pertumbuhan ekonomi kabupaten buton berdasarkan harga konstan tahun 2000 yaitu tahun 2007 sebesar 6,15 persen meningkat menajadi 6,87 persen pada 2012. sementara pertumbuhan pdrb per kapita kabupaten buton mengalami peningkatan yaitu tahun 2007 pdrb per kapita sebesar rp 4.816,299,47 menjadi rp 6.827.572,29 atau meningkat 16,69 persen pada 2012. jumlah penduduk miskin di kabupaten buton sebanyak 67,900 jiwa atau 22,98 model pemberdayaan masyarakat..... (manat rahim; dkk) 25 persen lebih tinggi jika dibandingkan dengan sulawesi tenggara 19,58 persen. sementara keluarga atau jumlah rumah tangga yang tergolong miskin berjumlah 41.197 rumah tangga (bps, 2012). secara umum keluarga miskin kabupaten buton adalah mereka tidak mempunyai faktor produksi seperti tanah, modal, ataupun keterampilan, sehingga kemampuan untuk memperoleh pendapatan menjadi terbatas. oleh karena itu sangat potensial menjadi kantong-kantong pemukiman penduduk miskin. kemiskinan di wilayah pesisir kecamatan sampolawa, kecamatan wabula, dan kecamatan mawasangka termasuk wilayah yang sebagian besar penduduknya bermata pencaharian nelayan tardisional dan petani ladang berpindahpindah. pada gilirannya kehidupan ekonomi dan sosial rendah. hal ini dapat menjadi lahan subur bagi timbulnya kerawanan-kerawanan di bidang kehidupan yang lain. kemiskinan dan tekanan sosial ekonomi yang dihadapi oleh rumah tangga berakar dari faktorfaktor kompleks yang terkait, antara lain pekerjaan utama sebagai nelayan tradisional, tidak memiliki faktor produksi kecuali tenaga kerja, buruh bangunan, dan pekerjaan serabutan. berdasarkan informasi tersebut, maka penelitian ini difokuskan pada topik model pemberdayaan masyarakat dalam menanggulangi kemiskinan. rumusan masalah dalam penelitian ini adalah bagaimana model pemberdayaan masyarakat di kabupaten buton, provinsi sulawesi tenggara. berangkat dari uraian latar belakang dan rumusan masalah tersebut, maka penelitian ini bertujuan untuk menganalisis pemberdayaan masyarakat di kabupaten buton. kajian teori konsep pemberdayaan masyarakat pemberdayaan muncul sebagai strategi dalam paradigma pembangunan yang berpusat pada manusia (people cantered development). konsep ini muncul dari dua yakni antara kegagalan dan harapan. kegagalan yang di maksdudkan adalah gagalnya model pembangunan ekonomi dalam menanggulangi kamiskinan dan lingkungan yang berkelanjutan. sedangkan harapan muncul karena adanya alternatif pembangunan yang mengutamakan nilai-nilai demokrasi, persamaan gender, persamaan antara generasi, dan pertumbuhan ekonomi yang memadai. konsep pemberdayaan pada awalnya muncul sebagai kritik terhadap paradigma pembangunan yang menepatkan negara terlalu domino dalam melaksakan pembangunan. posisi sentral negara terlihat dari mulai perencanaan sampai pada tahap pelaksanaan dan evaluasi. konsep pemberdayaan ini berasumsi bahwa pembangunan akan berjalan lancar apabila masyarakat di beri kesempatan atau berhak mengelolah sumber daya yang ada untuk kepetingan masyarakat itu sendiri. memberdayakan masyaraka yang dalam kondisi sekarang tidak mampu melepaskan masyarakat adalah upaya untuk meningkatkan harkat dan martabat lapisan masyarakat yang dalam kondisi sekarang tidak mampu melepaskan diri dari perengkap kemiskinan dan keterbelakangan. dengan kata lain memberdayakan adalah meningkatkan kemampuan dan meningkatakan kemandirian masyarakat. pemberdayaan (empowerment) menurut kartasasmita (1996) berdasarkan makna katanya diartikan sebagai kekuatan yang berasal dari dalam, yang dapat diperkuat dengan unsur-unsur dari luar. cook dan macaulay (1997) mengemukakan bahwa pemberdayaan lebih memandang masyarakat sebagai subjek yang dapat melakukan perubahan dengan cara membebaskan seseorang dari kendala dan memberi orang atau masyarakat dengan kebebasan untuk bertanggung jawab terhadap ide-ide, keputusan, dan tindakannya. di sisi lain pemberdayaan masyarakat adalah upaya membangun daya dengan cara mendorong dan membangkitkan kesadaran akan potensi yang dimiliki serta mengembangkannya. pemberdayaan masyarakat dalam hal ini merupakan strategi yang sangat potensial dalam rangka meningkatkan ekonomi dan sosial. hasil penelitian bahruddin (2004) 26   journal the winners, vol. 15 no. 1, maret 2014: 23-33  melaporkan bahwa pemberdayaan masyarakat di kecamatan tiris probolinggo dengan program pemberian modal usaha berpengaruh terhadap pengentasan kemiskinan. selanjutnya program pemberdayaan masyarakat dengan pemberian modal usaha dan keterampilan dapat mendorong usahausaha produktif guna meningkatkan pendapatan. berdasarkan hasil penelitian abibu (2007), dilaporkan bahwa pemberdayaan perempuan melalui penguatan ekonomi produktif dengan program pemberian modal usaha di kabupaten konawe dapat meningkatkan pendapatan rumah tangga. lebih jauh huda (2005) melaporkan bahwa pemberdayaan dengan pemberian kredit mikro terhadap pendapatan masyarakat pedesaan melalui lembaga simpan pinjam berbasis masyarakat dari program pemberdayan masyarakat (cerd) di kecamatan aluh-aluh kabupaten banjar dapat meningkatkan pendapatan masyarakat. konsep kemiskinan pada dasarnya kemiskinan identik dengan taraf hidup yang rendah atau dapat diartikan sebagai suatu keadaan dimana kehidupan penduduk diwarnai oleh serba kekurangan akan kebutuhan pokok. seperti dikemukakan widodo dalam kastasasmita (1996) bahwa konsep kebutuhan dasar selalu dikaitkan dengan kemiskinan karena masalah kemiskinan merupakan obsesi bangsa dan persoalan mendasar yang harus ditangani. penduduk miskin umumnya tidak berpenghasilan cukup, bahkan tidak berpenghasilan sama sekali. penduduk miskin umumnya lemah dalam kemampuan berusaha, dan terbatas aksesnya pada kegiatan ekonomi, sehingga tertinggal dari masyarakat lainnya. nasution (1996) mengemukakan bahwa pada hakikatnya seseorang digolongkan miskin jika keadaannya menyebabkan dia tidak mampu menaati tata nilai dan norma-norma yang dijunjung tinggi oleh masyarakatnya. pendapat ini mengindikasikan bahwa kemiskinan dapat diartikan sebagai suatu keadaan, yang seseorang, keluarga, atau anggota masyarakat tidak mempunyai kemampuan untuk memenuhi kebutuhan hidupnya secara wajar sebagaimana anggota masyarakat lain pada umumnya. prayitno dan santosa (1996) mengatakan bahwa ada tiga dimensi (aspek atau segi) kemiskinan. pertama, kemiskinan multidimensional, artinya karena kebutuhan manusia itu bermacammacam, maka kemiskinan juga memiliki banyak aspek. dilihat dari kebijakan umum kemiskinan meliputi aspek primer yang berupa miskin akan aset-aset, organisasi sosial politik dan pengetahuan serta keterampilan; dan aspek sekunder yang berupa miskin akan jaringan sosial, sumber-sumber keuangan, dan informasi. dimensi-dimensi kemiskinan tersebut memanifestasikan dirinya dalam bentuk kekurangan gizi, air, dan perumahan yang tidak sehat, dan perawatan kesehatan yang kurang baik serta pendidikan yang juga kurang baik. kedua, aspek-aspek kemiskinan tadi saling berkaitan, baik secara langsung maupun tidak langsung. hal ini berarti bahwa kemajuan atau kemunduran pada salah satu aspek dapat memengaruhi kemajuan atau kemunduran pada aspek lainnya. ketiga, bahwa yang miskin adalah manusianya, baik secara individual maupun kolektif. sering terdengar perkataan kemiskinan pedesaan (rural poverty), kemiskinan perkotaan (urban poverty), dan sebagainya. ini bukan berarti desa atau kota yang mengalami kemiskinan, melainkan orang-orang atau penduduk atau juga manusianya yang menderita miskin. penjelasan tersebut menunjukkan bahwa konsep kemiskinan mempunyai dimensi yang luas dan kompleks. menurut usman dalam prijono dan pranarka (1996) paling tidak ada tiga macam konsep kemiskinan: kemiskinan absolut, relatif, dan subjektif. sedangkan nasution (1996) menggolongkan kemiskinan ke dalam kemiskinan: alamiah dan struktural atau kemiskinan buatan (man made poverty). konsep kemiskinan dapat pula dibagi atas kemiskinan material dan non-material. kemiskinan material diukur berdasarkan penghasilan, dan kemiskinan non-material ditandai oleh tidak adanya kebebasan berpolitik, bergerak, berpendapat, dan sebagainya (white dalam sitorus, dkk., 1996). konsep kemiskinan ini sama dengan pendapat soetrisno (1996) bahwa di indonesia ada 2 kemiskinan, yakni kemiskinan ekonomi dan politik. model pemberdayaan masyarakat..... (manat rahim; dkk) 27 kartasasmita (1996) menjelaskan konsep kemiskinan dari tiga sudut pandang. pertama, dari segi pola waktunya kemiskinan dibedakan atas: persistent poverty, cyclical poverty, seasonal poverty, dan accidental poverty. kedua, dari segi penyebabnya kemiskinan dibedakan atas kemiskinan kultural dan struktural. ketiga, dari segi pengukurannya kemiskinan dibedakan atas: absolut dan relatif. kemiskinan absolut ditandai oleh lebih rendahnya tingkat pendapatan daripada garis kemiskinan. kemiskinan relatif ditandai oleh adanya kelompok yang miskin dan tidak miskin di dalam suatu masyarakat. kemiskinan subjekif dirumuskan oleh perasaan kelompok manusia itu sendiri. persistensi poverty adalah kemiskinan yang kronis atau berlangsung turun-temurun. cyclical poverty adalah kemiskinan yang mengikuti siklus ekonomi secara keseluruhan. seasonal poverty adalah kemiskinan musiman seperti kasus nelayan dan petani tanaman pangan. accidental poverty adalah kemiskinan karena bencana alam atau karena dampak suatu kebijaksanaan, sehingga kesejahteraan masyarakat menurun. kemiskinan alamiah disebabkan oleh kritisnya sumber daya yang dimiliki, terisolasinya wilayah, dan rendahnya kualitas sumber daya manusia. kondisi inilah yang dapat melahirkan persistent poverty. kemiskinan kultural disebabkan oleh gaya hidup, kebiasaan hidup, dan budaya yang ada di masyarakat. mereka merasa kecukupan walaupun pendapatan mereka rendah menurut ukuran yang umum dipakai. mereka sulit diajak berpartisipasi dalam pembangunan dan kurang tergerak untuk meningkatkan taraf hidupnya. hal ini sangat berkaitan dengan konsep kemiskinan subjektif. kemiskinan struktural disebabkan oleh adanya: (1) ketimpangan struktural perekonomian: pembangunan timpang, pemilik sumberdaya tidak merata, kemampuan masyarakat sangat timpang, dan peluang berusaha tidak seimbang; (2) konversi penggunaan lahan dari pertanian kepenggunaan non-pertanian; (3) pengintroduksian teknologi yang bersifat padat modal. metode populasi dalam penelitian ini adalah masyarakat/penduduk pesisir kabupaten buton, dengan jumlah populasi 340 orang (tabel 1). penarikan sampel dilakukan secara proposional sampling. masing-masing diambil secara acak sederhana karena kondisi masing-masing sampel relatif sama. jumlah sampel dalam penelitian ini adalah 98 orang. selanjutnya jumlah sampel didistribusikan ke semua lokasi secara proposional, sehingga diperoleh distribusi sampel sebagaimana pada tabel 1. tabel 1 distribusi unit sampel pada wilayah penelitian kabupaten buton nama kecamatan jumlah populasi jumlah sampel mawasangka wabula sampolawa 102 121 117 25 38 35 jumlah 340 98 metode pengumpulan data dilakukan dengan cara sebagai berikut. wawancara dilakukan kepada masyarakat (responden) penerima program bantuan. kuesioner menggunakan alat bantu berupa pertanyaan-pertanyaan yang ditujukan kepada responden. dokumentasi dilakukan dengan mengambil data yang telah didokumentasikan oleh instansi terkait yang dilakukan dengan cara mencatat dan fotokopi. sesuai dengan rumusan masalah dan tujuan penelitian, maka analisis yang digunakan dalam penelitian yaitu tehnik analisis deskriptif kualitatif. 28   journal the winners, vol. 15 no. 1, maret 2014: 23-33  hasil dan pembahasan pemecahan masalah kemiskinan memerlukan usaha menghilangkan tradisionalisme, fatalisme, karakter cepat puas dan ketidakberanian mengambil risiko. konsekuensinya adalah diperlukan usaha penataran, pelatihan, ceramah, penyuluhan, dan program khusus seperti inpres desa tertingal (idt). untuk menanggulangi kemiskinan secara garis besar di kenal dua pendekatan yaitu, kebijaksanaan yang bersifat tidak langsung dan bersifat langsung. pendekatan pertama melalui pembangunan ekonami nasional yang berorientasi pasar yang sehat di tingkat petani/nelayan. pendekatan yang kedua dapat berupa atau terkait dengan program pemerintah secara sektoral seperti pendidikan, kesehatan, prasarana, dan bentuk bantuan langsung pada kelompok miskin. di satu sisi model penanggulangan kemiskinan memperkuat lembaga-lembaga ekonomi masyarakat di tingkat desa/kelurahan dengan menetapkan koperasi serba usaha dan warung-warung atau kios-kios serba ada. di daerah penelitian model penanggulangan kemiskinan dengan pendekatan pemberdayaan ekonomi keluarga dan program pendampingan atau bantuan modal usaha, antara lain bantuan sarana produksi untuk nelayan yakni perahu, karamba, kantiting, untuk usaha lain adalah bantuan ternak kambing ternak ayam dan mesin pengering. model pemberdayaan masyarakat di daerah penelitian adalah melalui pemberdayaan sarana ekonomi antara lain adalah modal usaha nelayan tradisional. berdasarkan tabel 2 besar model pemberdayaan masyarakat dengan pendekatan pemberdayaan ekonomi keluarga dari 12 responden berhasil 10 responden atau 83,33% dalam peningkatan pendapatan keluarga dan tidak berhasil sebesar 16,67%. sementara pemberdayaan usaha produktif petani tradisional dari 46 responden yaitu 36 responden atau 78, 26% berhasil meningkatkan pendapatan rumah tangga petani dan 21,74% belum dapat meningkatkan pendapatan rumah tangga petani. hal ini disebabkan etos kerja serta jiwa kewirausahaan yang dimiliki oleh responden masih lemah. tabel 2 model pemberdayan masyarakat daerah penelitian tahun 2013 model responden berhasil (%) tidak berhasil (%) pemberdayaan ekonomi produktif usaha dagang 12 10 (83,33) 2 (16,67) pemberdayaan usaha produktif petani tradisional pemberdayaan modal usaha nelayan tradisional 46 40 36 (78,26) 22 (55,00) 10 (21,74) 18 (45,00) jumlah 98 di satu sisi, pemberdayaan ekonomi juga sangat ditentukan oleh jenis usaha dan fasilitas usaha yang dimiliki oleh responden. sementara pendekatan pendampingan banyak dilakukan oleh responden dengan kegiatan usaha nelayan dan pengelola hasil-hasil perikanan sehingga tingkat keberhasilan sebesar 55% dan tidak berhasil 45%. hal ini disebabkan usaha nelayan sangat ditentukan oleh iklim atau cuaca untuk berproduksi. di samping itu, usaha nelayan dengan modal pendampingan tidak membutuhkan fasilitas usaha yang memadai, cukup hanya bagaimana nelayan dapat meningkatkan produksi, dengan pendampingan nelayan memperoleh sarana/ alat produksi serta metode pengolahan hasil produksi. menurut pangemanan (2002), untuk mendukung program pengelolaan dana yang dihibahkan, penduduk menentukan usahanya melalui kelompok-kelompok. dengan model seperti ini, maka penduduk miskin merasa meraih kemanusian, sehingga mereka bertanggung jawab atas pengelolaan dana. dengan demikian pemberdayaan ekonomi dapat meningkatkan kesejahteraan masyarakat. selain itu, model pendampingan kelompok miskin mutlak dilakukan dalam memperbaiki budaya usaha, memotivasi keluarga dalam pengelolaan keuangan. pemberdayaan masyarakat dengan pengembangan sumber ekonomi, peningkatan kapasitas masyarakat, dan kelembagaan. di samping itu model pemberdayaan masyarakat..... (manat rahim; dkk) 29 kegiatan ekonomi di wilayah pesisir didukung dengan mengatur sistem pasar dan manajemen pengelolaan sumberdaya perairan dan pantai. penyebab kemiskinan di daerah penelitian karakteristik penduduk miskin di daerah penelitian berkaitan dengan stuktur mata pencaharian. kurang lebih 90 persen penduduk di daerah penelitian bermata pencaharian sebagai nelayan tradisional. pekerjaan nelayan sangat ditentukan oleh faktor iklim. cuaca bersahabat merupakan kesempatan yang berharga untuk melaut atau mencari ikan. namun jika cuaca tidak bersahabat, tentu kerugian yang paling besar bagi nelayan. mubyarto (1996) mengemukakan bahwa pekerjaan nelayan adalah pekerjaan yang rentan dengan kemiskinan. di sisi lain kemiskinan nelayan adalah keterbatasan sarana produksi yang dimiliki dan masih tradisional. kemiskinan yang terjadi dewasa ini disebabkan ketidakmampuan untuk memenuhi standar hidup minimum. ada beberapa penyebab kemiskinan di daerah penelitian. rendahnya tingkat pendidikan rendahnya kapasitas masyarakat mengelola sumber daya pembangunan, sehingga produktivitas rendah. hal ini bersumber dari rendahnya tingkat pendidikan masyarakat. dilihat dari segi pendidikan responden di daerah pendidikan yang relatif rendah. dari 98 responden, sekitar 57.33% di daerah penelitian masih di bawah pendidikan dasar sembilan tahun. di satu pihak, rendahnya pendidikan akan sulit memperoleh pekerjaan yang produktif di luar usaha nelayan. penduduk dengan pendidikan relatif rendah akan berpengaruh terhadap produktivitas, pada gilirannya pembentukan model rendah. hasil penelitian rahmat (1996) mengemukakan bahwa masyarakat dengan tingkat pendidikan dasar 62.5% adalah masyarakat dengan tingkat produktivitas rendah, dan pada gilirannya pendapatan petani rendah. sementara penduduk masyarakat yang bermata pencaharian nelayan, petani, dan usaha kecil lainnya 64% dengan pendapatan rata-rata per musim sebesar rp.2.500.000,-. indikasi ini menunjukkan bahwa tingkat pendidikan masyarakat berkorelasi dengan tingkat pendapatan. makin tinggi pendidikan formal nelayan/petani, maka makin tinggi untuk melakukan transformasi struktural ke luar sektor pertanian. di satu pihak transformasi struktur ke sektor non-pertanian dapat mengentaskan kemiskinan penduduk di daerah pedesaan dengan model pengembangan sumber daya manusia. kurangnya permodalan sumber-sumber modal untuk pengembangan usaha di daerah penelitian sangat terbatas. hal ini disebabkan terbatasnya pemilikan faktor produksi antara penguasaan lahan (tanah) tidak ada. modal usaha adalah dalam arti uang/dana yang dimiliki oleh responden di daerah penelitian dapat dilihat pada tabel 3. tabel 3 modal usaha responden daerah penelitian no interval modal (rp) frekunsi orang % 1. 2. 3. 5.000.000 -10.000.000 11.000.000-20.000.000 > 21.000.000, 47 35 16 47 96 35, 71 16, 33 jumlah 98 100 30   journal the winners, vol. 15 no. 1, maret 2014: 23-33  mengamati permodalan masyarakat di dalam penelitian sebagai responden data yang diperoleh menunjukan bahwa modal usaha berkisar rp. 500.000,sampai dengan rp. 10.000.000, adalah 47 orang atau 47,96 persen dan masyarakat yang modal usahanya diatas rp. 21.000.000, hanya 16 orang keadaan ini menunjukkan bahwa masyarakat di daerah penelitian dalam mengembangkan usahanya masih terkendala modal pada gilirannya akan berpengaruh terhadap pendapatan. di sisi lain dengan minimnya modal yang dimiliki oleh masyarakat untuk kegiatan ekonomi produktif maka realokasi modal kurang efisien. di samping itu mobilisasi uang atau modal didaerah penelitian sangat lambat yang pada gilirannya daya beli masyarakat rendah, hidayatullah (2007) mengemukakan bahwa modal usaha untuk pemberdayaan ekonomi masyarakat sebesar rp. 30.000.000,sampai dengan rp. 50.000.000,-, dengan demikian maka modal usaha responden di daerah penelitian masih kurang atau dengan kata lain pemberdayaan ekonomi masyarakat miskin didaerah penelitian belum maksimal. jenis pekerjaan responden penyebab kemiskinan di daerah penelitian salah satunya adalah jenis pekerjaan. jumlah responden yang diamati sebanyak 68 orang (96,67%) menggeluti pekerjaan sebagai nelayan tangkap dan sisanya 3,33% usaha lain. tabel 4 jenis pekerjaan utama no jenis pekerjaan frekuensi orang % 1. 2. nelayan/tani usaha lainnya 68 30 96,67 3,33 jumlah 98 100 tabel 4 memperlihatkan bahwa jenis pekerjaan responden di daerah penelitian masih dalam kegiatan usaha mikro yang tingkat produktivitasnya rendah yaitu jenis pekerjaan nelayan adalah pekerjaan yang berisiko tinggi dalam pengelolaan usahanya mubyarto (1996), berpendapat bahwa nelayan dengan alat tangkap sederhana sangat rentang dengan lingkaran kemiskinan. hal ini oleh karena pekerjaan nelayan sangat tergantung pada keadaan cuaca (ombak) dilaut atau dengan kata lain kemiskinan nelayan disebabkan oleh karena kehidupan mereka tergantung pada faktor alam, jika musim baik maka mereka akan hidup dengan baik, dan jika musim tidak akrab maka akan merugi dan tidak berbuat apa-apa sehingga hidup tak tentu. leokman (1987) menjelaskan bahwa nelayan tradisional dengan kehidupan tergantung kepada perairan laut, yang faktor cuaca memengaruhi hasil tangkapan atau hasil produksi ikan. hal ini apabila cuaca baik maka hasil tangkapan akan meningkat, sebaliknya cuaca buruk akan tidak melaut. di samping itu jenis pekerjaan sebagai petani dengan luas areal garapan kurang lebih 0,5 ha, akan memengaruhi tingkat produktivitas pada gilirannya memengaruhi pendapatannya. di daerah penelitian rata-rata responden memiliki luas areal untuk tani kurang lebih 0.5 ha hal ini mengindikasikan bahwa petani di daerah penelitian masih petani gurem. menurut mubyarto (1996) usaha tani dengan luas garapan kurang lebih satu hektar tergolong petani miskin dan produktivitasnya rendah. di sisi lain usaha tani memiliki produktivitas dan pendapatan yang tidak menentu karena banyak faktor yang memengaruhinya antara lain, musin, harga komoditas dan sifat komditinya cepat rusak. model pemberdayaan masyarakat..... (manat rahim; dkk) 31 fasilitas usaha penyebab kemiskinan di daerah penelitian adalah kurangnya fasilitas usaha. hal ini antara lain tempat usaha, alat produksi dan fasilitas-fasilitas lain yang berkaitan dengan usaha responden. tabel 5 fasilitas usaha responden di daerah penelitian tahun 2013 no fasilitas usaha frekuensi orang % 1. 2. 3. gerobak kios ( tempat jualan) tidak ada 25 19 54 25,51 19,39 55,10 98 100 tabel 5 memperlihatkan bahwa fasilitas usaha yang dimiliki oleh responden di daerah penelitian tergolong sangat minim yaitu hanya 25 responden yang memiliki fasilitas gerobak dan 19 reponden memiliki fasilitas kios atau warung sembako sementara 54 reponden tidak memiliki fasilitas usaha atau tidak mempunyai kegiatan tempat untuk kegiatan ekonomi produktif. hal ini menunjukan bahwa responden (masyarakat) di wilayah penlitian belum dapat melakukan transaksi produksi secara efisien. menurut elfindri (2002), untuk meningkatkan transaksi pasar secara efisien harus tersedia tempat atau fasilitas yang baik untuk penjualan dan pembeli sehingga aliran uang dapat beredar efisien. di satu sisi fasilitas usaha atau tempat untuk usaha mikro dan kecil sangat diperlukan untuk mempromosikan produksi atau barang yang dihasilkan oleh masyarakat, khususnya tangkapan nelayan. dengan demikian fasilitas usaha sangat berkaitan dengan tingkat produktivitas. atau dengan kata lain tempat usaha merupakan sarana untuk memperoleh aliran modal usaha dari pemilik modal. tingkat pendapatan pendapatan masyarakat wilayah pesisir adalah salah satu karakteristik yang dapat membedakan lapisan masyarakat di pedesaan sementara pendapatan bersih masyarakat (responden) adalah nilai produksi yang dijumlahkan dalam satu tahun setelah dikurangi dengan biaya-biaya. pendapatan masyarakat wilayah pesisir bersumber dari hasil usaha penangkapan ikan, usaha dagang, usaha produktif lain dan pendapatan lain yang berkaitan dengan kegiatan masyarakat wilayah pesisir. tabel 6 tingkat pendapatan responden di daerah penelitian no interval frekuensi orang % 1. 2. 3. 1.000.000 -2.000.000 2.100.000-5,000.000 ≥ 5 juta 25 49 14 25,51 55.06 14,29 98 100 tabel 6 memperlihatkan bahwa pendapatan responden di daerah penelitian dalam satu musim adalah interval antara rp1.000.000,sampai dengan rp2.000.000,sebanyak 25 orang atau 25,51%; sementara pendapatan antara rp2.100.000,sampai dengan rp5.000.000,sebanyak 49 responden 32   journal the winners, vol. 15 no. 1, maret 2014: 23-33  atau 55,06%. hal ini menunjukkan bahwa pendapatan masyarakat wilayah pesisir masih di bawah rata-rata rp 3000.000 atau dengan kata lain bahwa pendapatan masih rendah. di satu pihak rendahnya pendapatan akan berpengaruh terhadap tabungan dan pada gilirannya pembentukan modal rendah. simpulan berdasarkan hasil penelitian yang telah diuraikan, maka dapat disimpulkan bahwa model pemberdayaan masyarakat di wilayah pesisir di kabupaten buton adalah pemberdayaan ekonomi keluarga dari 12 responden berhasil 10 responden atau 83,33% dalam peningkatan pendapatan keluarga dan tidak berhasil sebesar 16,67%. model pemberdayaan usaha produktif petani tradisional dari 46 responden yaitu 36 responden atau 78,26% berhasil meningkatkan pendapatan rumah tangga petani dan 21,74% belum dapat meningkatkan pendapatan rumah tangga petani. hal ini disebabkan etos kerja serta jiwa kewirausahaan yang dimiliki oleh responden masih lemah. di satu sisi pemberdayaan ekonomi juga sangat ditentukan oleh jenis usaha dan fasilitas usaha yang dimiliki oleh responden, sementara pendekatan pendampingan banyak dilakukan oleh responden dengan kegiatan usaha nelayan dan pengelola hasil-hasil perikanan sehingga tingkat keberhasilan sebesar 55% dan tidak berhasil 45%. hal ini disebabkan usaha nelayan sangat ditentukan iklim atau cuaca untuk berproduksi. di samping itu usaha nelayan dengan modal pendampingan tidak membutuhkan fasilitas usaha yang memadai, cukup hanya bagaimana nelayan dapat meningkatkan produksi, dengan pendampingan nelayan memperoleh sarana/ alat produksi serta metode pengolahan hasil produksi. oleh kerena itu penanggulangan kemiskinan dengan sasaran nelayan /petani tidak cukup dengan pemberdayaan ekonomi. daftar pustaka abibu, u. 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(arif yusuf hamali) 77 pengaruh motivasi terhadap produktivitas kerja: studi kasus pada pt x bandung arif yusuf hamali politeknik piksi ganesha bandung jln. jend. gatot subroto 301, bandung, jawa barat, indonesia 40274 arifyusufhamali@yahoo.co.id abstract this research was conducted at pt x bandung, aimed to determine how motivation and employee productivity and also to know the influence of motivation to work productivity at pt x bandung. respondents of this research are 50 with census sampling technique. the method used is descriptive and associative, which tests the connection using the spearman rank correlation analysis, and also done to determine the accuracy the measurement using by the validity and reliability test. the results of the validity and reliability test of variables x and y are valid and reliable. calculations were performed using spss software ver.19. the results of this study showed that motivation is in the category of quite good and work productivity is in the category of good. the results showed the influence of motivation to employee’s work productivity at pt x bandung with a correlation coefficient = 0.510. based on the criteria champion, this relationship is in the criteria of fairly strong relationship. the results of this calculation showed the coefficient of determination = 26.01%. it showed that the the hypothesis is proved: there is the influence of motivation to work productivity at pt x bandung. keywords: motivation, work productivity, champion criteria abstrak penelitian ini dilakukan di pt x bandung yang bertujuan untuk mengetahui bagaimana motivasi dan produktivitas karyawan serta untuk mengetahui pengaruh motivasi terhadap produktivitas kerja di pt x bandung. responden dalam penelitian ini adalah 50 dengan teknik sensus sampling. metode yang digunakan adalah deskriptif dan asosiatif dengan menguji koneksi menggunakan analisis korelasi rank spearman, dan juga dilakukan untuk menentukan akurasi pengukuran dengan menggunakan uji validitas dan reliabilitas. hasil uji validitas dan reliabilitas variabel x dan y adalah valid dan reliabel. perhitungan dilakukan dengan menggunakan software spss ver.19. hasil penelitian ini menunjukkan bahwa motivasi memiliki kategori cukup baik dan produktivitas kerja berkategori baik. hasil penelitian menunjukkan pengaruh motivasi terhadap produktivitas kerja karyawan di pt x bandung dengan koefisien korelasi = 0,510. berdasarkan kriteria champion tingkat hubungan ini menunjukan kriteria hubungan yang cukup kuat. hasil perhitungan menunjukkan koefisien determinasi = 26.01%. hal ini menunjukkan bahwa hipotesis terbukti bahwa ada pengaruh motivasi terhadap produktivitas kerja di pt x bandung. kata kunci: motivasi, produktivitas kerja, kriteria champion 78 journal the winners, vol. 14 no. 2, september 2013: 77-86 pendahuluan latar belakang masalah motivasi adalah suatu faktor yang mendorong seseorang untuk melakukan suatu aktivitas tertentu. oleh karena itu motivasi sering kali diartikan pula sebagai faktor pendorong perilaku seseorang. faktor pendorong dari seseorang untuk melakukan suatu aktivitas tertentu pada umunya adalah kebutuhan serta keinginan orang tersebut. kebutuhan dan keinginan seseorang berbeda dengan kebutuhan serta keinginan orang lain. kebutuhan dan keinginan seseorang yang berbeda-beda itu terjadi karena proses mental yang telah terjadi dalam diri seseorang. proses mental itu merupakan pembentukan persepsi pada diri orang yang bersangkutan, dan proses pembentukan persepsi diri ini pada hakikatnya merupakan proses belajar seseorang terhadap segala sesuatu yang dilihat dan dialaminya dari lingkungan yang ada di sekitarnya. keberhasilan perusahaan salah satunya ditandai dengan meningkatnya produktivitas. produktivitas kerja yang tinggi merupakan salah satu keunggulan kompetitif perusahaan. produktivitas sangat tergantung pada motivasi perusahaan dan akan tercapai bila terdapat motivasi yang tinggi dan moral yang baik dari sumber daya manusianya. motivasi ini akan tercermin dalam etos kerja yang akan memengaruhi produktivtias perusahaan secara keseluruhan. motivasi adalah salah satu faktor yang penting dan berpengaruh terhadap produktivitas. hubeis (2007) menyatakan bahwa faktor-faktor motivasi internal berupa prestasi, pengakuan, pekerjaan, dan tanggung jawab berkorelasi positif dengan produktivitas kerja penyuluh pertanian lapangan di kabupaten sukabumi. sedangkan motivasi eksternal berupa gaji, kondisi kerja, status, hubungan interpersonal, supervisi, serta administrasi dan kebijakan berkorelasi negatif dengan produktivitas kerja penyuluh pertanian lapangan. ellerslie dan oppenheim (2008) menyatakan bahwa terdapat korelasi negatif pengaruh motivasi terhadap produktivitas kerja, yang ditunjukkan dengan tingkat motivasi dan jumlah publikasi oleh usia, jenis kelamin, tanggung jawab, dan jam kerja yang dihabiskan. motivasi berpengaruh secara positif dan sifnifikan terhadap produktivitas kerja (prasetyo & wahyudin, 2003; deli, 2009; pakpahan, 2010; hakim, 2010; sahril, 2011; manalu, 2012; iskandar, 2012). variabel-variabel bebas motivasi kerja yang meliputi fisiologi, keamanan dan keselamatan, sosial, penghargaan, dan aktualisasi diri secara parsial dan simultan berpengaruh positif dan signifikan terhadap produktivitas kerja karyawan. motivasi kerja juga mempunyai pengaruh yang lebih besar terhadap produktivitas kerja daripada kepuasan kerja. pt x bandung adalah salah satu perusahaan bumn yang bergerak di bidang pelayanan transportasi publik. fenomena yang terjadi di perusahaan adalah motivasi kerja pegawai menurun, salah satunya disebabkan kurangnya pemberian motivasi dari pimpinan. fenomena tersebut secara eksplisit dapat dilihat pada tabel 1. tabel 1 hasil survei pendapat 30 orang karyawan di pt x bandung tentang fenomena pemberian motivasi dari pimpinan pendapat karyawan ya tidak pimpinan/atasan langsung selalu memotivasi karyawan untuk melaksanakan tugas-tugas kerja dengan baik 3 27 pimpinan/atasan langsung memberikan pengarahan kepada karyawan sebelum melaksanakan tugas 5 25 pimpinan/atasan langsung selalu peduli terhadap persoalan-persolan kerja bawahannya -30 sumber: hasil survei di pt x bandung, 2013 pengaruh motivasi..... (arif yusuf hamali) 79 fenomena produktivitas kerja yang didapatkan berdasarkan data di bagian sdm pt x bandung adalah produktivitas kerja karyawan menurun. hal itu ditunjukkan dengan kurangnya disiplin karyawan dalam menyelesaikan tugas-tugas kerja sesuai target yang telah ditetapkan dalam sop. fenomena tersebut dapat dilihat pada tabel 2. tabel 2 fenomena penurunan produktivitas kerja karyawan pt x bandung jenis pekerjaan target kerja sesuai sop realisasi laporan kerja bulanan tanggal 3 setiap bulan tanggal 6 dilaporkan laporan kerja harian 15 menit sebelum jam pulang kerja dilaporkan esok harinya laporan kerja mingguan setiap hari sabtu dilaporkan hari senin sumber: bagian sdm pt x bandung, 2013 perumusan masalah berdasarkan paparan dan data, maka dapat dirumuskan permasalahan yang ingin dikaji. pertama adalah bagaimana motivasi dan produktivitas kerja karyawan di pt x bandung. kedua, apakah ada pengaruh motivasi terhadap produktivitas kerja karyawan di pt x bandung secara signifikan. tujuan penelitian tujuan dari penelitian ini adalah untuk mengetahui motivasi dan produktivitas karyawan di pt x bandung. selain itu, penelitian bertujuan untuk mengetahui apakah ada pengaruh motivasi secara signifikan terhadap produktivitas kerja karyawan pt x bandung. kajian literatur motivasi motivasi berangkat dari istilah motif yang artinya suatu alasan untuk melakukan sesuatu. motivasi berkenaan dengan faktor-faktor yang memengaruhi seseorang untuk berperilaku dalam caracara tertentu (armstrong, 2006). motivasi adalah kekuatan yang membangkitkan, mengarahkan, dan menopang perilaku. istilah motivasi berhubungan dengan tujuan-tujuan yang dimiliki oleh individu, cara-cara yang dilakukan individu untuk mencapai tujuannya, dan cara-cara yang dilakukan oleh orang lain berusaha mengubah perilakunya (armstrong, 2010). menurut teori yang dikembangkan oleh herzberg dkk., motivasi dikelompokkan menjadi dua tipe, yaitu motivasi intrinsik dan motivasi ekstrinsik (dalam armstrong, 2006). motivasi intrinsik adalah faktor-faktor diri yang digerakkan yang memengaruhi seseorang untuk berperilaku dalam cara tertentu atau dalam arah tertentu (armstrong, 2006). faktor-faktor diri tersebut meliputi tanggung jawab (yaitu perasaan bahwa pekerjaan adalah penting dan memiliki kontrol atas sumber daya milik seseorang), otonomi (yaitu kebebasan untuk bertindak), jangkauan untuk menggunakan dan mengembangkan keahlian, kemampuan, pekerjaan yang menarik dan menantang, serta peluang-peluang untuk maju. motivasi intrinsik yang diteliti di pt x bandung terdiri dari prestasi kerja, tanggung jawab, beban kerja, pencapaian target kerja, dan keterlibatan di perusahaan. motivasi ekstrinsik adalah sesuatu yang diberikan kepada atau untuk seseorang untuk memotivasi orang tersebut, yang meliputi imbalan-imbalan seperti gaji yang dinaikkan, penghargaan promosi, dan hukuman seperti tindakan disiplin (armstrong, 2006). motivasi ekstrinsik yang diteliti di 80 journal the winners, vol. 14 no. 2, september 2013: 77-86 pt x bandung terdiri dari motivasi dari pimpinan, promosi jabatan, penghargaan prestasi, pemberian gaji, dan pemberian bonus/insentif. produktivitas kerja produktivitas mengandung pengertian sikap mental yang selalu mempunyai pandangan “mutu kehidupan hari ini harus lebih baik dari hari kemarin, dan hari esok lebih baik dari hari ini”. sikapsikap mental yang produktif antara lain menyangkut sikap motivatif, disiplin, kreatif, inovatif, dinamis, professional, dan berjiwa kejuangan (sedarmayanti, 2009). produktivitas kerja bukan sematamata ditujukan untuk mendapatkan hasil kerja sebanyak-banyaknya, melainkan kualitas unjuk kerja juga penting diperhatikan. unjuk kerja yang baik dapat dipengaruhi oleh kecakapan dan motivasi. kecakapan tanpa motivasi atau motivasi tanpa kecakapan, keduanya tidak dapat menghasilkan luaran yang tinggi. produktivitas kerja indidividu perlu ditingkatkan secara terus-menerus, baik melalui pendidikan formal maupun latihan dan pengembangan, agar produktivitas organisasi dapat lebih meningkat. dimensi-dimensi dari produktivitas kerja menurut sedarmayanti (2009) di antaranya adalah sikap mental yang berupa etika kerja dandisiplin kerja, pendidikan, keterampilan, iklim kerja, dan jaminan sosial. kerangka konseptual variabel independen (x) variabel dependen (y) gambar 1 kerangka konseptual hipotesis berdasarkan uraian yang telah disampaikan, dapat dirumuskan hipotesis penelitian sebagai berikut: diduga motivasi berpengaruh secara signifikan terhadap produktivitas kerja karyawan pada pt x bandung. metode metode penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif dan penelitian asosiatif. penelitian deskriptif pada dasarnya merupakan proses generalisasi hasil penelitian yang didasarkan pada satu sampel, dan variabel penelitiannya bersifat mandiri, sehingga hipotesis penelitiannya tidak berbentuk perbandingan ataupun hubungan antardua variabel atau lebih (sugiyono, motivasi intrinsik (x):  prestasi kerja  tanggung jawab  beban kerja  pencapaian target kerja  keterlibatan di perusahaan motivasi ekstrinsik (x):  motivasi dari pimpinan  promosi jabatan  penghargaan prestasi  pemberian gaji  bonus/insentif produktivitas kerja (y):  sikap mental  pendidikan  keterampilan  iklim kerja  jaminan sosial pengaruh motivasi..... (arif yusuf hamali) 81 2006). sementara penelitian asosiatif adalah penelitian yang bertujuan untuk meneliti hubungan antarvariabel dalam populasi, melalui data hubungan variabel dalam sampel, dan pengujian hipotesisnya adalah menguji koefisiensi korelasi yang ada pada sampel untuk diberlakukan pada seluruh populasi sampel diambil (sugiyono, 2006). populasi dari penelitian ini adalah karyawan pt x bandung sebanyak 50 orang. karena ukuran populasi terjangkau dalam penelitian, semua anggota populasi dijadikan sampel. teknik pengambilan sampel adalah sensus atau sampel jenuh. teknik sensus atau sampel jenuh adalah teknik penentuan sampel bila semua anggota populasi digunakan sebagai sampel (sugiyono, 2006). data yang digunakan dalam penelitian ini adalah sumber data primer dan data sekunder. data primer adalah pengumpulan data yang dilakukan secara langsung terhadap objek yang diteliti untuk memperoleh jawaban dari responden. data sekunder adalah data yang diperoleh dari perusahaan, literatur, dan informasi lain yang dianggap relevan dan menunjang penelitian. metode yang digunakan dalam pengumpulan data menggunakan kuesioner dengan sistem tertutup. artinya, setiap pertanyaan telah disediakan jawabannya. kuesioner yang digunakan dalam penelitian ini menggunakan skala likert. skala dibuat dengan gradasi dari sangat tidak setuju (skor = 1) sampai dengan sangat setuju (skor = 5). variabel-variabel dalam penelitian ini terdiri dari variabel independen (bebas) dan variabel dependen (terikat). variabel independen atau variabel x adalah motivasi dan variabel dependen atau variabel y adalah produktivitas kerja. data yang diperoleh dari responden melalui kuesioner, selanjutnya dilakukan pengujian validitas dan reliabilitas. pengujian validitas menggunakan teknik korelasi pearson product moment dan pengujian reliabilitas menggunakan teknik alpha croncbach. analisis yang diambil dalam penelitian ini adalah analisis deskriptif dan analisis asosiatif. analisis deskriptif menggunakan analisis pembobotan, dan untuk mencari nilai bobot standar dapat dilakukan dengan mencari panjang rentang bobot. nilai bobot standar dapat ditentukan dengan mencari panjang rentang bobot kelima klasifikasi, yang langkahnya adalah sebagai berikut: keterangan : r = rentang klasifikasi pembobotan dibagi ke dalam lima tingkatan berdasarkan pengklasifikasian tersebut, dimulai dari tingkatan terendah ke tingkatan tertinggi dengan panjang rentang 40. klasifikasi nilai bobot standar yang dihasilkan adalah seperti pada tabel 3. tabel 3 nilai bobot standar nilai bobot kategori 50 – 89 tidak baik 90 – 129 kurang baik 130 – 169 cukup 170 – 209 baik 210 – 250 sangat baik sumber: hasil pengolahan data primer, 2013 5 )50x(1-)50x5( r40 r  82 journal the winners, vol. 14 no. 2, september 2013: 77-86 analisis asosiatif dilakukan untuk melihat bagaimana pengaruh antara variabel independen dengan variabel dependen, dalam hal ini, pengaruh motivasi (x) terhadap produktivtias kerja (y) dengan menggunakan rumus rank spearman sebagai berikut:            nn d r is 3 26 1 dimana: di = selisih rangking kedua variabel, n = ukuran populasi. analisis data pada penelitian ini perhitungannya menggunakan bantuan software spss versi 19. dalam penelitian ini tidak dilakukan uji kebermaknaan koefisien korelasi karena penelitian bersifat sensus. langkah selanjutnya adalah melakukan analisis korelasi untuk melihat pengaruh motivasi terhadap produktivitas kerja karyawan dengan menggunakan analisis koefisien determinasi (kd) dengan rumus: kd = r2 x 100%. korelasi atau keeratan hubungan antarvariabel bebas maupun variabel terikat diklasifikasikan oleh riduwan dan kuncoro (2007) sebagai berikut. tabel 4 interpretasi koefisien korelasi nilai r interval koefisien tingkat hubungan 0,80 – 1,000 0,60 – 0,799 0,40 – 0,599 0,20 – 0,399 0,00 – 0,199 sangat kuat kuat cukup kuat rendah sangat rendah sumber: riduwan dan engkos ahmad kuncoro, 2007:62 hasil dan pembahasan hasil uji validitas dan uji reliabilitas instrumen variabel x, yaitu motivasi dan variabel y, yaitu produktivitas kerja, menyatakan semuanya valid dan reliabel. tabel 5 pendapat responden tentang variabel motivasi no dimensi indikator penilaian responden bobot bobot rata-rata 5 4 3 2 1 1 motivasi intrinsik  prestasi kerja 9 13 11 17 0 164 158  tanggung jawab 4 15 19 12 0 161  beban kerja 5 14 20 11 0 163  pencapaian target kerja 3 11 28 8 0 159  keterlibatan di perusahaan 4 8 17 21 0 145 2 motivasi ekstrinsik  motivasi dari pimpinan 3 8 15 24 0 140 155  promosi jabatan 4 11 23 12 0 157  penghargaan prestasi 6 9 24 11 0 160  pemberian gaji 6 11 19 14 0 159  bonus/insentif 3 11 28 8 0 159 rata-rata 157 sumber: hasil pengolahan data primer, 2013 pengaruh motivasi..... (arif yusuf hamali) 83 pada tabel 5, hasil deskripsi rata-rata pembobotan untuk variabel motivasi menunjukkan nilai bobot rata-rata sebesar 157 dengan klasifikasi dalam kategori cukup baik. hasil ini dapat disimpulkan bahwa secara keseluruhan motivasi karyawan pada pt x bandung adalah cukup baik. akan tetapi, dimensi motivasi ekstrinsik memiliki nilai bobot di bawah rata-rata variabel motivasi, yaitu pada indikator keterlibatan karyawan di perusahaan sebesar 145 dan pemberian motivasi dari pimpinan sebesar 140. penyebab menurunnya motivasi kerja karyawan adalah kekecewaan karyawan yang merasa tidak pernah diberikan kewenangan dalam pembuatan keputusan, sehingga ketika terjadi permasalahan kerja harus dilaporkan terlebih dulu kepada pimpinan yang ada, dan hanya pimpinan yang berhak memberikan keputusan. karyawan juga menganggap pimpinan yang ada tidak pernah secara langsung memotivasi karyawan untuk melaksanakan tugas-tugas kerja dengan baik, dengan cara memberikan arahan-arahan yang jelas sebelum pelaksanaan tugas dan mengevaluasi hasil kerja karyawan setelah jam kerja karyawan selesai. tabel 6 pendapat responden tentang variabel produktivitas no dimensi indikator penilaian responden bobot bobot rata-rata 5 4 3 2 1 1 sikap mental  etika kerja 12 24 11 3 0 195 194  disiplin karyawan 9 24 17 0 0 192 2 pendidikan  formal 16 22 11 1 0 203 201  non formal 12 25 13 0 0 199 3 keterampilan  kecakapan 12 22 15 1 0 195 195  pengalaman kerja 16 15 16 3 0 194 4 iklim kerja  hubungan kerja sesamabawahan 9 26 14 1 0 193 193  hubungan kerja denganatasan 9 26 13 2 0 192 5 jaminan sosial  jaminan pemeliharaan kesehatan 10 31 9 0 0 201 200  jamsostek 12 25 13 0 0 199 rata-rata 196 sumber: hasil pengolahan data primer, 2013 pada tabel 6, hasil deskripsi rata-rata pembobotan untuk variabel produktivitas kerja menunjukkan nilai bobot rata-rata sebesar 196 dengan klasifikasi dalam kategori baik. hasil ini dapat disimpulkan bahwa secara keseluruhan produktivitas kerja karyawan pada pt x bandung sudah baik. meskipun begitu, ada dimensi-dimensi yang memiliki nilai bobot di bawah bobot rata-rata variabel produktivitas kerja, yaitu dimensi sikap mental pada indikator disiplin karyawan sebesar 192, dimensi keterampilan pada indikator pengalaman kerja sebesar 194, dan dimensi iklim kerja pada indikator hubungan kerja dengan atasan sebesar 192. produktivitas kerja karyawan pt x bandung yang rendah ditunjukkan dengan sikap mental karyawan untuk mendisiplinkan diri dalam menyelesaikan tugastugas kerja sesuai sop. karyawan sering kali menunda-nunda penyelesaian tugas-tugas rutin, sehingga target-target kerja belum tercapai secara optimal. produktivitas kerja yang rendah juga ditunjukkan dengan minimnya bekal pengalaman kerja karyawan dalam melaksanakan tugas-tugas di bidang pekerjaannya, sehingga karyawan yang bersangkutan tidak bisa bertindak proaktif ketika menghadapi permasalahan kerja. produktivitas kerja karyawan yang rendah juga ditunjukkan dengan hubungan yang tidak harmonis antara bawahan terhadap atasan, sehingga membuat karyawan tidak produktif dalam bekerja karena karyawan merasa tidak mendapatkan bimbingan dan arahan untuk menyelesaikan permasalahan kerja. karyawan dibiarkan menyelesaikan sendiri permasalahan kerja tersebut. pengaruh motivasi terhadap produktivitas kerja karyawan pada pt x bandung dapat dilihat dengan menggunakan analisis korelasi spearman rank. hasil analisis korelasi dengan menggunakan software program spss ver. 19, diperoleh nilai r = 0,510 seperti disajikan dalam tabel 7. 84 journal the winners, vol. 14 no. 2, september 2013: 77-86 tabel 7 analisis korelasi (nonparametric correlations) correlations motivasi produktivitas spearman's rho motivasi correlation coefficient 1.000 .510** sig. (2-tailed) . .000 n 50 50 produktivitas correlation coefficient .510** 1.000 sig. (2-tailed) .000 . n 50 50 **. correlation is significant at the 0.01 level (2-tailed). sumber: hasil pengolahan data primer, 2013 hasil perhitungan spss pada tabel 7 menunjukkan bahwa hasilnya adalah signifikan pada taraf signifikansi  = 5% (nilai sig. (2-tailed) = 0,000 lebih kecil dari 5%). artinya, terdapat pengaruh motivasi terhadap produktivitas kerja karyawan pada pt x bandung. penelitian ini tidak melakukan uji hipotesis statistik karena sampel menggunakan teknik sensus atau sampel jenuh. selanjutnya untuk mengetahui tingkat hubungan, berdasarkan kriteria pada tabel 7, dengan nilai r = 0,510, hubungan ini termasuk kriteria hubungan yang cukup kuat. dari hasil r = 0,510 ini selanjutnya untuk menyatakan besarnya sumbangan variabel x (motivasi) terhadap variabel y (produktivitas kerja), ditentukan dengan rumus koefisien determinasi (kd) sebagai berikut: kd = r2 x 100% = (0,510)2 x 100% = 26,01%. berdasarkan hasil perhitungan, dengan nilai 26,01% artinya pada penelitian ini motivasi memberikan pengaruh terhadap produktivitas kerja karyawan pada pt x bandung sebesar 26,01%. sedangkan sisanya sebesar 73,99% dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. simpulan berdasarkan hasil penelitian dan pembahasan dapat disimpulkan bahwa hasil tanggapan responden terhadap penilaian motivasi menunjukkan nilai bobot rata-rata sebesar 157. berdasarkan rentang klasifikasi termasuk kategori cukup baik. hasil ini berarti bahwa secara keseluruhan motivasi karyawan pada pt x bandung cukup baik namun dimensi motivasi ekstrinsik memiliki nilai bobot di bawah bobot rata-rata variabel motivasi, yaitu pada indikator keterlibatan di perusahaan dan motivasi dari pimpinan. hasil tanggapan responden terhadap penilaian produktivitas kerja menunjukkan nilai bobot rata-rata sebesar 196. berdasarkan rentang klasifikasi termasuk kategori baik. hasil ini berarti bahwa secara keseluruhan produktivitas kerja karyawan pada pt x bandung sudah baik namun dimensi sikap mental memiliki nilai bobot di bawah bobot rata-rata variabel produktivitas kerja, yaitu pada indikator disiplin karyawan dalam menyelesaikan tugas, pengalaman kerja, dan hubungan kerja dengan atasan. berdasarkan hasil penelitian dan pembahasan, maka dapat disimpulkan bahwa terdapat pengaruh motivasi terhadap produktivitas kerja karyawan pada pt x bandung secara signifikan dengan koefisien korelasi r = 0,510. berdasarkan kriteria champion dengan nilai r =0,510, maka hubungan ini termasuk hubungan yang cukup kuat. berdasarkan koefisien diterminan (kd) diperoleh r2 = 0,2601; artinya pada penelitian ini motivasi memberikan peranan terhadap produktivitas kerja sebesar 26,01%, sedangkan sisanya 73,99% dipengaruhi oleh faktor-faktor lain. hasil tersebut membenarkan hipotesis penelitian, yaitu terdapat pengaruh motivasi terhadap produktivitas kerja karyawan pada pt x bandung secara signifikan. pengaruh motivasi..... (arif yusuf hamali) 85 saran saran yang dapat diberikan dalam penelitian ini kepada manajemen pt x bandung adalah sebagai berikut. pertama, pimpinan atau atasan langsung sebaiknya lebih intensif dan persuasif dalam memotivasi karyawan dalam bekerja, dengan cara memberikan pengarahan dan bimbingan kepada karyawan untuk dapat menyelesaikan tugas-tugas kerja dengan baik. kedua, manajemen perusahaan sebaiknya melibatkan karyawan dalam setiap perumusan kebijakan perusahaan dan memberikan wewenang pengambilan keputusan kepada karyawan ketika terjadi permasalahan kerja. ketiga, penerapan aturan disiplin kerja karyawan secara lebih tegas, sehingga karyawan bekerja lebih produktif dalam mencapai target-target kerja sesuai sop yang ditetapkan. keempat, pemberian pelatihan kerja sesuai dengan bidang pekerjaan karyawan secara lebih intensif untuk menambah pengalaman dan keahlian manajerial karyawan, sehingga karyawan dapat melaksanakan tugas-tugas kerja dengan baik. kelima, pimpinan yang ada sebaiknya membina hubungan kerja yang harmonis kepada para bawahannya dengan memberikan bimbingan dan arahan kepada karyawan dalam melaksanakan tugas-tugas kerja. implikasi manajerial manajemen pt x bandung sebaiknya terus melakukan upaya-upaya untuk mempertahankan dan meningkatkan motivasi kerja karyawan dengan cara mengintensifkan peranan seorang pimpinan dalam memberikan bimbingan dan arahan kerja yang baik dan benar kepada bawahannya. dengan demikian, hubungan kerja yang harmonis akan terbina dan tercipta antara seorang pimpinan dengan bawahannya. karyawan sebaiknya dilibatkan dalam pembuatan kebijakan perusahaan dan diberikan kepercayaan dan wewenang dalam pengambilan keputusan manajemen. manajemen perusahaan perlu mengintensifkan program pelatihan kerja yang bertujuan meningkatkan keahlian manajerial dan memberikan pengalaman baru kepada karyawan, sesuai dengan bidang pekerjaan yang digelutinya sehari-hari. keterbatasan penelitian keterbatasan dari penelitian ini adalah, mengingat hasil penelitian menunjukkan bahwa motivasi memberikan pengaruh yang signifikan terhadap produktivitas kerja sebesar 26,01% sementara sisanya 73,99% dipengaruhi faktor-faktor lain, kepada peneliti yang akan datang dapat melakukan penelitian dengan variabel bebas (x) yang berbeda, seperti kompensasi, pengawasan, dan kepemimpinan yang dapat memengaruhi produktivitas kerja karyawan. pengukuran untuk variabel motivasi dan produktivitas kerja diukur dengan persepsi responden terhadap motivasi dan produktivitas kerjanya sendiri, sehingga jawaban bisa saja menjadi bias karena karyawan tersebut cenderung untuk menilai dirinya sendiri baik. penelitian mendatang diharapkan agar pengukuran variabel motivasi dan produktivitas kerja dapat menggunakan kuesioner yang tidak hanya ditujukan kepada responden sebagai karyawan bawahan dan rekan sekerja, tetapi juga kuesioner yang ditujukan kepada pimpinan atau atasan langsung dari responden yang bersangkutan. penelitian mendatang juga diharapkan dapat melakukan pengujian model yang sama pada kelompok sampel yang lebih besar lagi yang masih berada di bawah unit kerja pt x bandung. 86 journal the winners, vol. 14 no. 2, september 2013: 77-86 daftar pustaka armstrong, m. (2010). armstrong’s essential human resource management practice: a guide to people management. first published. london: kogan page. armstrong, m. (2006). a handbook of human resource management practice. 10th edition. london: kogan page limited. deli, a. (2009). pengaruh motivasi terhadap produktivitas kerja akademik dosen pegawai negeri sipil dipekerjakan (pns dpk) pada universitas islam kalimantan banjarmasin. penelitian ilmiah uniska. diakses 26 januari 2013 dari http://www..uniska-bjm.ac.id. ellerslie, s. & oppenheim, c. (2008). the effect of motivation on publication productivity of uk lis academic. library & information research, 32(101), 57–90. diakses 26 januari 2013 dari http://www.lirgjournal.org.uk/lir/ojs/index.php/lir/article/view/62/106. hakim, l. (2010). analisis pengaruh motivasi terhadap peningkatan produktivitas kerja karyawan pt diamond indonesia. jurnal ekonomi dan industri, no. 1, tahun xv. hubeis, a. v. s. (2007). motivasi, kepuasan kerja dan produktivitas penyuluh pertanian lapangan: kasus kabupaten sukabumi. jurnal penyuluhan, 3(2), 90–98. iskandar, r. (2012). pengaruh stres dan motivasi terhadap produktivitas pegawai negeri sipil di sekretariat daerah kabupaten bangka. tesis. pangkalpinang: program pascasarjana universitas terbuka. manalu, e. a. (2012). pengaruh motivasi, kepemimpinan, dan disiplin terhadap produktivitas kerja pegawai dinas kehutanan dan perkebunan kabupaten tapanuli tengah. tesis. jakarta: program pascasarjana universitas terbuka. pakpahan, j. m. (2010). pengaruh faktor-faktor motivasi kerja terhadap produktivitas karyawan pada perusahaan pt indotirta suaka di pulau batam. tesis. batam: program pascasarjana universitas terbuka. prasetyo, e. & wahyudin, m. (2003). pengaruh kepuasan dan motivasi kerja terhadap produktivitas kerja karyawan riyadi palace hotel di surakarta. tesis. surakarta: program pascasarjana universitas muhammadiyah surakarta. riduwan & kuncoro, e. a. (2007). cara menggunakan dan memaknai analisis jalur (path analysis). cetakan pertama. bandung: alfabeta. sahril. (2011). pengaruh pembinaan dan motivasi kerja terhadap produktivitas kerja pegawai pengelola kearsipan di lingkungan pemerintah kabupaten bangka tengah. tesis. jakarta: program pascasarjana universitas terbuka. sedarmayanti. (2009). sumber daya manusia dan produktivitas kerja. cetakan ketiga. bandung: cv. mandar maju. sugiyono. (2006). statistika untuk penelitian. cetakan kesembilan. bandung: alfabeta. analisis peramalan penjualan …… (inti sariani jianta djie) 113 analisis peramalan penjualan dan penggunaan metode linear programming dan decision tree guna mengoptimalkan keuntungan pada pt primajaya pantes garment inti sariani jianta djie pt anugerah ajita sukses bersama jln. semanan raya no.27, daan mogot km.16, kalideres, jakarta barat inti.djie@gmail.com abstract primajaya pantes garment is a company that runs its business in garment sector. however, due to various numbers of requests each month, the company is difficult to determine the amount of production per month that is appropriate to maximize profits. the purpose of this study is to determine the appropriate forecasting method that can be used as a reference to determine the amount of production in the next period and to find a combination of products to maximize profits. research used forecasting methods, including naive method, moving averages, weighted moving averages, exponential smoothing, exponential smoothing with trend, and linear regression. in addition, this study also used linear programming method with simplex method to determine the best combination of products for the company and to choose a decision using a decision tree to determine which alternative should be done by the company. results of this study found that the linear regression method is the most appropriate method in determining the forecast demand in the next period. while in the linear programming method, constraints used were the constraints of raw materials, labor hours, and limited demand for the product. the result of the decision tree is to increase production capacity. keywords: linear programming, forecasting, decision tree, linear regression abstrak pt primajaya pantes garment merupakan perusahaan yang bergerak dalam bidang pakaian jadi. karena jumlah permintaan setiap bulan bervariasi, perusahaan sulit menentukan jumlah produksi setiap bulan secara tepat untuk memaksimalkan laba perusahaan. tujuan penelitian ini adalah untuk menentukan metode peramalan yang tepat yang dapat digunakan sebagai acuan untuk menentukan jumlah produksi pada periode berikutnya dan mengetahui kombinasi produk untuk memaksimalkan laba. metode yang digunakan dalam penelitian ini adalah metode peramalan, di antaranya naive method, moving averages, weighted moving averages, exponential smoothing, exponential smoothing with trend, dan regresi linear. selain itu, dalam penelitian ini juga digunakan metode linear programming dengan model simpleks untuk menentukan kombinasi produk terbaik bagi perusahaan dan pengambilan keputusan menggunakan pohon keputusan untuk menentukan alternatif mana yang sebaiknya dilakukan oleh perusahaan. dari hasil penelitian ini didapatkan bahwa metode regresi linear merupakan metode yang paling tepat dalam menentukan peramalan permintaan pada periode berikutnya. sedangkan dalam metode linear programming, kendala-kendala yang digunakan adalah kendala bahan baku, jam kerja tenaga kerja, dan keterbatasan permintaan produk. hasil dari pengambilan keputusan dengan menggunakan pohon keputusan adalah meningkatkan kapasitas produksi. kata kunci: linear programming, forecasting, decision tree, linear regression 114 journal the winners, vol. 14 no. 2, september 2013: 113-119 pendahuluan perkembangan ekonomi di indonesia pada saat ini berkembang cukup pesat. banyak industri tumbuh berkembang, sehingga mengakibatkan pesaing makin banyak di dalam industri, misalnya pada industri pakaian jadi. seiring dengan perkembangan zaman dan perubahan budaya, minat konsumen terhadap fashion makin tinggi. hal ini menyebabkan permintaan konsumen terhadap pakaian jadi juga ikut berubah sesuai dengan fashion yang sedang tren saat ini. permintaan konsumen yang tidak menentu seiring dengan pergantian tren fashion yang berubah dengan cepat bersamaan dengan perkembangan zaman berpengaruh pada penjualan perusahaan. makin tinggi permintaan konsumen, makin tinggi pula penjualan yang dilakukan oleh perusahaan. hal ini membuat persaingan di industri pakaian menjadi makin ketat karena kompetitor sangat mudah untuk masuk dan bersaing dalam industri. akibatnya, industri manufaktur makro dan sedang pakaian jadi mengalami penurunan produksi sebesar 16,95% pada triwulan i tahun 2012. melihat kondisi pertumbuhan industri yang meningkat cukup besar membuat perusahaan yang berkecimpung dalam industri pakaian jadi harus mempersiapkan strategi yang matang agar dapat bersaing dengan kompetitornya. karena berdasarkan data tersebut, pertumbuhan industri berdampak cukup besar terhadap penurunan produksi industry. artinya, makin banyaknya perusahaan yang masuk ke dalam industri secara tidak langsung akan memengaruhi produksi perusahaan dalam industri pakaian jadi. menurunnya produksi menandakan bahwa terjadi penurunan penjualan dalam perusahaan. untuk mengantisipasi hal tersebut, perusahaan perlu melakukan peramalan penjualan. peramalan penjualan dapat digunakan bagi perusahaan untuk mengantisipasi hal-hal yang akan datang. jika perusahaan salah melakukan peramalan penjualan, bisa terjadi hal-hal yang tidak diinginkan. misalnya, perusahaan tidak bisa memenuhi permintaan konsumen yang tiba-tiba meninggi. atau malahan, permintaan konsumen tidak sesuai dengan perkiraan perusahaan sehingga barang yang telah diproduksi tidak laku terjual. dengan kata lain, perusahaan mengalami kelebihan produksi. hal ini tentu saja dapat mendatangkan kerugian bagi perusahaan. meskipun begitu, selain melakukan peramalan penjualan, perusahaan juga dapat menerapkan metode linear programming untuk mengoptimalkan keuntungan perusahaan. dengan menggunakan metode tersebut, perusahaan dapat mengetahui jenis produk mana yang akan diproduksi dalam jumlah tertentu untuk memaksimalkan keuntungan. selain itu, perusahaan juga dapat menggunakan metode analisis pohon keputusan dalam menentukan alternatif mana yang dapat dilakukan oleh perusahaan, apakah dengan mengurangi jumlah bahan baku atau meningkatkan kapasitas produksi. dengan menggunakan metode tersebut, perusahaan dapat memilih alternatif mana yang dapat mengoptimalkan laba perusahaan. pt primajaya pantes garment merupakan perusahaan yang bergerak dalam bidang industri pakaian jadi. target pasar mereka adalah kalangan menengah ke atas dan mempunyai gerai-gerai tersendiri di beberapa mal di kota jakarta. produk-produk perusahaan tersebut sudah cukup bervariasi, mulai dari pakaian anak-anak hingga dewasa, untuk pria maupun wanita. akan tetapi, perusahaan mengalami permasalahan, yaitu permintaan produk yang bervariasi tiap bulannya sehingga perusahaan sulit menentukan berapa jumlah produksi yang tepat sehingga terjadi kesulitan dalam memproyeksikan laba perusahaan. oleh karena itu, perusahaan membutuhkan peramalan penjualan yang tepat ditunjang dengan penggunaan metode linear programming serta decision tree agar dapat memecahkan masalah yang dihadapi oleh perusahaan. berdasarkan hal tersebut, penelitian ini dibuat dengan topic analisis peramalan penjualan dan penggunaan metode linear programming dan decision tree guna mengoptimalkan keuntungan pada pt primajaya pantes garment. analisis peramalan penjualan …… (inti sariani jianta djie) 115 perumusan masalah dalam penelitian adalah sebagai berikut. pertama, metode peramalan manakah yang paling tepat untuk diterapkan pt primajaya pantes garment. kedua, berapa keuntungan optimal yang dapat diperoleh pt primajaya pantes garment. ketiga, alternatif apakah yang dapat dipilih pt primajaya pantes garment untuk memaksimalkan laba. sementara tujuan dari penelitian ini adalah sebagai berikut. pertama, untuk mengetahui metode peramalan yang paling tepat untuk diterapkan oleh pt primajaya pantes garment. kedua, untuk mengetahui keuntungan optimal yang dapat diperoleh pt primajaya pantes garment. ketiga, untuk mengetahui alternatif yang dapat dipilih oleh pt. primajaya pantes garment untuk memaksimalkan laba. manfaat penelitian ini adalah untuk mengetahui metode peramalan yang paling tepat untuk digunakan perusahaan sehingga perusahaan dapat memperkirakan target penjualan yang ingin dicapai serta dapat menentukan kombinasi produk yang paling tepat untuk memaksimalkan keuntungan perusahaan. tinjauan pustaka peramalan menurut murahartawaty (2009), peramalan (forecasting) merupakan bagian vital bagi setiap organisasi bisnis dan untuk setiap pengambilan keputusan manajemen yang sangat signifikan. peramalan menjadi dasar bagi perencanaan jangka panjang perusahaan. menurut hasibuan (2011), metode peramalan adalah suatu cara memperkirakan atau mengestimasi secara kuantitatif maupun kualitatif apa yang terjadi pada masa depan berdasarkan data yang relevan pada masa lalu. lebih lanjut, model deret waktu, menurut heizer dan render (2009), membuat prediksi dengan dengan asumsi bahwa masa depan merupakan fungsi dari masa lalu. kemudian menurut fariza (2007), suatu deret berkala (time series) merupakan suatu himpunan observasi, dengan variabel yang digunakan diukur dalam urutan periode waktu, misalnya tahunan, bulanan, triwulanan, dan sebagainya. linear programming berdasarkan murugan dan manivel (2009), linear programming merupakan solusi yang cocok untuk digunakan oleh perusahaan multiproduk karena dengan memperkirakan berbagai kombinasi produk, perusahaan dapat memaksimalkan keuntungan serta memperkirakan jumlah produksi yang tepat. namun dalam menerapkan linear programming diperlukan pengetahuan mengenai kombinasi produk yang tepat, target pasar, serta jumlah permintaan terhadap produk itu sendiri. menurut dimyati dan dimyati (2006), linear programming menggunakan model matematis untuk menjelaskan persoalan yang dihadapinya. sementara mulyono (2007), metode simpleks menyelesaikan masalah linear programming melalui perhitungan-ulang (iteration). langkah-langkah perhitungan yang sama diulang berkali-kali sebelum solusi optimum dicapai. pohon keputusan menurut nugroho (2002), pohon keputusan adalah model prediksi menggunakan struktur pohon atau struktur berhierarki. konsep dari pohon keputusan adalah mengubah data menjadi pohon keputusan dan aturan-aturan keputusan. metode penelitian dilakukan dengan menggunakan data penjualan dari pt primajaya pantes garment periode januari 2012 – desember 2012. 116 journal the winners, vol. 14 no. 2, september 2013: 113-119 tabel 1 data penjualan per produk tahun 2012 bulan polo shirt pria polo shirt wanita polo shirt anak-anak januari 1113 620 317 februari 1008 548 274 maret 996 541 271 april 1028 559 279 mei 1025 557 305 juni 1017 610 299 juli 1099 598 267 agustus 1121 620 315 september 1079 535 287 oktober 1057 540 267 november 983 587 288 desember 1093 597 316 sumber: pt primajaya pantes garment (2012) berikut ini adalah data yang digunakan dalam metode linear programming:  variabel keputusan x1 = polo shirt pria x2 = polo shirt wanita x3 = polo shirt anak-anak  fungsi kendala kendala bahan baku kain: 0,9463x1 + 0,6927x2 + 0,1985x3 ≤ 2.200 kendala jam kerja tenaga kerja: 0,8333x1 + 0,7833x2 + 0,6667x3 ≤ 5.760 kendala peramalan permintaan produk: x1 ≤ 1065 x2 ≤ 579 x3 ≤ 293  fungsi tujuan zmax = 98.700x1 + 71.700x2 + 35.700x3 tabel 2 tabel alternatif bagi pt primajaya pantes garment alternatif kondisi ekonomi baik (a1) kondisi ekonomi buruk (a2) jumlah mengurangi jumlah bahan baku (b1) 158.000.000 137.000.000 295.000.000 meningkatkan kapasitas produksi (b2) 164.000.000 129.000.000 293.000.000 jumlah 322.000.000 266.000.000 588.000.000 sumber: pt primajaya pantes garment (2013) yang pertama dilakukan adalah melakukan peramalan penjualan untuk periode berikutnya menggunakan 6 metode peramalan, kemudian dilakukan pengujian tingkat kesalahan menggunakan metode mad dan mse. selanjutnya, digunakan metode linear programming untuk mengetahui keuntungan maksimal yang dapat dicapai perusahaan dan menggunakan pohon keputusan untuk pemilihan alternatif terbaik bagi perusahaan. analisis peramalan penjualan …… (inti sariani jianta djie) 117 hasil dan pembahasan pt primajaya pantes garment mempunyai tiga produk utama, yaitu polo shirt, celana jins, dan kemeja. dalam produksinya, celana jins dan kemeja menggunakan tenaga outsorcing, sedangkan untuk polo shirt diproduksi sendiri oleh perusahaan. oleh karena itu, penelitian memutuskan untuk menggunakan produk polo shirt karena dalam pengolahan data menggunakan linear programming menggunakan kendala bahan baku sebagai salah satu fungsi kendalanya. produk polo shirt terbagi dalam 3 jenis, yaitu polo shirt pria, wanita, dan anak-anak. hasil perbandingan peramalan menggunakan 6 metode peramalan adalah sebagai berikut. tabel 3 perhitungan peramalan penjualan polo shirt pria metode manual next period mad mse naive method 1093 46,5455 3572,545 moving averages 1044,333 41,5926 2970,4086 weighted moving averages 1052,8 41,4111 2782,2589 exponential smoothing 1058,501 50,6716 3578,2176 exponential smoothing with trend 1050,7327 45,6255 3391,9262 regresi linear 1065,3789 39,5885 2070,2007 sumber: diolah penulis (2013) tabel 4 perhitungan peramalan penjualan polo shirt wanita metode manual next period mad mse naive method 597 30,2727 1687 moving averages 574,6667 34,8889 1648,7161 weighted moving averages 582,6 30,9444 1467,574 exponential smoothing 580,0233 36,7352 1688,1960 exponential smoothing with trend 572,1639 38,9075 1904,5978 regresi linear 579,3638 27,5182 931,7826 sumber: diolah penulis (2013) tabel 5 perhitungan peramalan penjualan polo shirt anak-anak metode manual next period mad mse naive method 316 23,9091 761 moving averages 290,3333 18,963 483,3951 weighted moving averages 297,8 19,4889 522,4822 exponential smoothing 294,9976 21,3853 607,9221 exponential smoothing with trend 290,2384 22,3627 669,8149 regresi linear 293,2572 16,6892 342,9667 sumber: diolah penulis (2013) 118 journal the winners, vol. 14 no. 2, september 2013: 113-119 catatan: angka yang dicetak tebal menunjukkan hasil peramalan dengan mad dan mse terkecil. berdasarkan tabel, semua hasil peramalan menunjukkan bahwa metode regresi linear memiliki angka mad dan mse yang terkecil. oleh karena itu, hasil peramalan dengan metode regresi linear yang selanjutnya akan diolah menggunakan metode linear programming (tabel 6). tabel 6 hasil akhir dari perhitungan menggunakan metode linear programming cj iterasi 4 basis 98700 71700 35700 0 0 0 0 0 quantity x1 x2 x3 s1 s2 s3 s4 s5 z 0 0 0 0 0 98700 71700 35700 157089900 0 s1 0 0 0 0 0 -0,9463 -0,6927 -0,2985 703,6567 0 s2 0 0 0 0 1 -0,8333 -0,7833 -0,6667 4223,6617 98700 x1 1 0 0 0 0 1 0 0 1065 71700 x2 0 1 0 0 0 0 1 0 579 35700 x3 0 0 1 0 0 0 0 1 293 zj 98700 71700 35700 0 0 98700 71700 35700 cj-zj 0 0 0 0 0 -98700 -71700 -35700 sumber: diolah penulis (2013) untuk menentukan probabilitas dari setiap alternatif, maka digunakan teorema bayes seperti pada berikut ini: keterangan: nilai harapan b1 = 78.650.000 + 63.020.000 = 141.670.000 nilai harapan b2 = 75.440.000 + 69.660.000 = 145.100.000 berdasarkan perhitungan, nilai harapan b2 lebih besar daripada b1. hal ini menunjukkan bahwa keuntungan yang didapatkan perusahaan lebih besar jika memilih alternatif b2. oleh karena itu, bahwa berdasarkan pohon keputusan, alternatif yang sebaiknya dipilih oleh perusahaan adalah alternatif b2, yaitu meningkatkan kapasitas produksi. analisis peramalan penjualan …… (inti sariani jianta djie) 119 simpulan berdasarkan hasil analisis data dari pt primajaya pantes garment, dapat disimpulkan bahwa metode peramalan yang paling tepat untuk digunakan perusahaan adalah metode regresi linear dengan nilai mad dan mse terkecil, sehingga hasil peramalan dengan metode regresi linear dapat digunakan oleh perusahaan sebagai standar ukuran untuk periode berikutnya. dengan perhitungan menggunakan metode linear programming, laba maksimal yang dapat dicapai perusahaan pada periode berikutnya adalah sebesar rp157.089.900,00 dengan memproduksi 1065 lembar polo shirt pria, 579 lembar polo shirt wanita, dan 293 lembar polo shirt anak-anak. selain itu, terdapat slack pada bahan baku kain sebesar 703,6567 m2 dan pada jam kerja tenaga kerja sebesar 4223,6617 jam. dengan menganalisis 2 alternatif yang dapat menjadi bahan pertimbangan perusahaan dengan menggunakan pohon keputusan, maka dapat disimpulkan bahwa perusahaan sebaiknya memilih alternatif b2, yaitu meningkatkan kapasitas produksi. daftar pustaka dimyati, t. t. & dimyati, a. (2006). operations research. bandung: sinar baru algensindo. fariza, a. (2007). time series (deret berkala), statistik ekonomi. jurusan teknologi informasi politeknik elektronika negeri institut teknologi sepuluh nopember. hasibuan. (2011). diakses 15 juli 2012 dari http://repository.usu.ac.id/bitstream/123456789/24360/3/chapter%20ii.pdf. heizer, j. & render, b. (2009). operations management (manajemen operasi). buku 1, edisi 9, edisi indonesia. jakarta: salemba empat. mulyono, s. (2007). riset operasi. jakarta: lembaga penerbit fakultas ekonomi universitas indonesia. murahartawaty. (2009). diakses 15 juli 2012 dari http://if29noltiga.9.forumer.com/index.php?s=1b665dad463ec7e2954e9a7fb5dc80d2&act=a ttach&type=post&id=105. murugan, n. & manivel, s. (2009). profit planning of an ngo run enterprise using linear programming approach. internasional research journal of finance and economics, 23, 443–454. nugroho, k. w. (2002). eksentrik digraf dari graf star, graf double star dan graf komplit bipartit. jember: jurusan matematika, fakultas matematika dan ilmu pengetahuan alam, universitas jember. 8 journal the winners, vol. 15 no. 1, maret 2014: 8-14 meningkatkan niat pembelian pada website pt travelicious indonesia hamdan indofood, sudirman plaza, indofood tower, lantai 27 jln. jend. sudirman kav. 76–78, jakarta 12910 hamdanlee92@gmail.com abstract today, the use of technology in the world of business is no longer considered uncommon. technology and internet are rapidly growing, and thus a lot of companies are now starting to see promising business opportunities via the internet. the objective of this research is to increase purchase intention on pt travelicious indonesia’s website (www.travelicious.co.id) in order to make the company survive and ready to face the competition by increasing customer’s purchase intention. this research analyzed the effect of website quality and perceived quality on brand image and its impact on purchase intention at pt travelicious indonesia. the methodology of this research is path analysis. the result of the research reveals that there is a positive and significant influence between website quality and perceived quality towards brand image and its impact on purchase intention. keywords: website quality, perceived quality, brand image, purchase intention abstrak penggunaan teknologi dalam dunia bisnis sekarang sudah bukan hal yang jarang lagi. dunia teknologi dan internet berkembang sangat pesat di dunia sehingga banyak perusahaan sekarang mulai melihat peluang bisnis yang cerah melalui media internet. penelitian ini bertujuan untuk meningkatkan niat pembelian pada website pt travelicious indonesia (www.travelicious.co.id) agar dapat bertahan dan siap dalam menghadapi persaingan dengan cara meningkatkan niat pembelian konsumen. dalam penelitian ini dilakukan analisis pengaruh dari website quality dan perceived quality terhadap brand image dan dampaknya terhadap purchase intention pada pt travelicious indonesia. metode penelitian yang digunakan dalam penelitian ini adalah analisis jalur. hasil dari penelitian ini menjelaskan bahwa terdapat pengaruh yang positif dan signifikan antara variabel website quality dan perceived quality terhadap brand image dan dampaknya terhadap purchase intention. kata kunci: website quality, perceived quality, brand image, purchase intention meningkatkan niat pembelian..... (hamdan) 9 pendahuluan penggunaan teknologi dalam dunia bisnis sekarang sudah bukan hal yang jarang lagi. dunia teknologi dan internet berkembang sangat pesat di dunia, tak terkecuali di indonesia. hal ini mengakibatkan jumlah pengguna internet saat ini makin besar dan bertambah terus setiap harinya. berdasarkan hasil riset yang dilakukan oleh pangerapan (2013), diperkirakan tiga tahun lagi jumlah pengguna internet di indonesia diharapkan bisa mencapai setengah dari total populasi. meningkatnya jumlah pengguna internet ini menyebabkan melonjaknya jumlah penggunaan layanan pembelian secara online sebesar 22,8 persen dari total pengguna, yaitu setara dengan 13 juta pengguna. oleh sebab itu, dapat dikatakan bahwa indonesia merupakan “pasar yang besar” dalam industri bisnis (jual beli) yang bergerak di bidang online. perkembangan dunia teknologi dan alat-alat komunikasi pada saat ini berimbas pada maraknya dunia perdagangan online. menurut survei global terbaru nielsen online, lebih dari 85 persen populasi online didunia telah menggunakan internet untuk melakukan transaksi pembelian. di indonesia, ditemukan sebanyak 33,5 persen responden pernah berbelanja online. barang yang mereka beli adalah produk fashion atau pakaian, elektronik, aksesori, dan sebagainya. sebanyak 53,2 persen responden yang berbelanja secara online adalah mereka yang pengeluarannya lebih dari rp 2 juta per bulan. dalam hal ini, pt travelicious indonesia adalah perusahaan yang bergerak dalam bisnis online melalui situs daily deals. daily deals secara sederhana dapat diartikan sebagai sebuah layanan yang memberikan penawaran terhadap sebuah produk/jasa di bawah harga normal (biasanya berupa diskon-diskon). situs daily deals merupakan salah satu model bisnis online yang saat ini sedang populer dan berkembang di dunia. model yang ditawarkan oleh banyak situs daily deals yang saat ini ada sangat khas dengan tawaran diskon yang makin marak. akuisisi deal keren oleh living social dan disdus oleh groupon membuktikan bahwa situs daily deals punya prospek cerah dan tak bisa dielakkan dari perkembangan bisnis digital di tanah air. dalam nugraha (2011) dituliskan, ceo deal keren berkata: “para pebisnis selalu mencari cara untuk mempromosikan diri dan meraih pelanggan dengan efektif sebisa mungkin tanpa harus mengeluarkan biaya yang besar, sedangkan masyarakat sebagai konsumen akan selalu mencari cara untuk berhemat tanpa mengorbankan kegemaran berbelanja dan bersenang-senang”. oleh karena itu, dapat dikatakan bahwa layanan situs daily deals merupakan solusi bagi kebutuhan pebisnis dan konsumen dengan skema yang sama-sama saling menguntungkan. oleh karena itu, pt travelicious indonesia melihat bahwa tren bisnis daily deals akan makin berkembang pada masa yang akan datang, apalagi setelah mengetahui bahwa perkembangan jumlah pengguna internet di indonesia yang makin lama makin besar. pt travelicious indonesia baru berdiri selama kurang lebih 1,5 tahun. sebagai perusahaan pendatang baru yang bergerak di bidang bisnis penyedia layanan daily deals, situs pt travelicious indonesia belum dikenal oleh banyak orang dibandingkan dengan para pesaingnya seperti disdus.com dan livingsocial.co.id. dari hasi hasil observasi diketahui bahwa pt travelicious indonesia memiliki jumlah pembelian dari website yang masih sedikit. agar dapat bersaing, pt travelicious harus meningkatkan kualitas website dan masih perlu memperbaiki dan meningkatkan persepsi kualitas produk/jasa yang ditawarkan agar tercipta brand image yang baik di mata pelanggan dan pada akhirnya dapat berdampak pada peningkatan niat beli konsumen. oleh karena itu, penelitian dilakukan terhadap website pt travelicious indonesia, yaitu (www.travelicious.co.id). diharapkan, penelitian ini dapat membantu meningkatkan niat pembelian konsumen pada website pt travelicious indonesia. 10 journal the winners, vol. 15 no. 1, maret 2014: 8-14 kerangka teori menurut rocha (2012) ada 3 dimensi utama dalam website quality. pertama, content quality, adalah dimensi utama dari kualitas website yang berfokus pada kualitas konten. kedua, service quality, berkaitan dengan bagaimana kualitas dari layanan yang ditawarkan pada suatu website. ketiga, technical quality, berfokus pada kualitas teknis dalam suatu website, seperti standard software yang digunakan, termasuk navigation map, path, search engine, download time of pages, browser compatibility, broken link, dan accessibility. kemudian, perceived quality menurut keller (2013) dapat didefinisikan sebagai persepsi pelanggan terhadap kualitas keseluruhan atau keunggulan dari suatu produk atau jasa dibandingkan dengan yang lain. dalam durianto, sugiarto, dan budiman (2004), persepsi kualitas dapat dijabarkan dalam tujuh dimensi. dimensi pertama adalah performance (kinerja), yaitu karakteristik pokok dari produk inti yang merupakan aspek fungsional dari suatu produk. misalnya, karakteristik operasional mobil adalah kecepatan, akselerasi, sistem kemudi, serta kenyamanan. kedua, dimensi servicability (kemudahan pelayanan) mencerminkan kemampuan pelayanan yang dapat diberikan atas suatu produk, misalnya menyediakan service 24 hours di seluruh kota. dimensi ketiga, durability (daya tahan), mencerminkan umur ekonomis dari suatu produk. misalnya, produk mobil merek tertentu yang biasa dikenal sebagai mobil tahan lama. keempat, dimensi reliability (keandalan), dapat dikatakan sebagai karakteristik yang mencerminkan kemungkinan tingkat keberhasilan dalam penggunaan suatu produk. pada dimensi kelima, features (fitur), memuat manfaat-manfaat tambahan, seperti penambahan fitur dari suatu produk. penambahan menunjukan bahwa perusahaan memahami kebutuhan pelanggannya yang dinamis. dimensi keenam, conformance with specifications (kesesuaian dengan spesifikasi), bisa diartikan sebagai kesesuaian produk terhadap spesifikasi yang telah ditetapkan sesuai dengan keinginan konsumen. ketujuh, dimensi fit and fitness mengarah pada kualitas yang dapat dirasakan oleh konsumen, yang melibatkan enam dimensi sebelumnya. jika perusahaan tidak dapat menghasilkan produk (hasil akhir) yang baik, kemungkinan produk tersebut tidak akan mempunyai atribut kualitas lain yang penting. ranjbarian, sanayei, kaboli, dan hadadian (2012) mengatakan bahwa, brand image (citra merek) adalah modal intangible yang berharga dan sulit untuk ditiru dan dapat membantu organisasi untuk mencapai tujuan/kinerja yang berkelanjutan dan unggul. menurut keller (2008), ada faktorfaktor yang mendukung terbentuknya brand image dalam keterkaitannya dengan asosiasi merek. faktor pertama adalah strength of brand associations (kekuatan asosiasi merek), makin orang berpikir tentang informasi dari suatu produk dan hubungannya dengan pengetahuan yang dimiliki oleh konsumen atas suatu brand yang sudah ada, menunjukkan bahwa brand tersebut merupakan brand yang sudah kuat. faktor kedua, favorability of brand associations (keunggulan asosiasi merek); pemasar menciptakan asosiasi merek yang menguntungkan dengan meyakinkan konsumen bahwa merek perusahaan memiliki atribut yang relevan dan memberikan manfaat yang dapat memuaskan kebutuhan dan keinginan konsumen, sehingga konsumen dapat secara otomatis membentuk penilaian merek yang positif secara keseluruhan. faktor ketiga, uniqueness of brand associations (keunikan asosiasi merek), berkaitan dengan suatu merek yang memiliki proporsi penjualan yang berkelanjutan dan memiliki keunggulan kompetitif ataupun nilai unik yang dapat dirasakan oleh konsumen. menurut wang dan tsai (2014), purchase intention (niat beli) dapat didefinisikan sebagai suatu kemungkinan bahwa seorang pelanggan akan membeli produk tertentu. makin besar niat, berarti probability untuk membeli suatu produk akan lebih tinggi meskipun belum tentu pelanggan benarbenar membelinya. sedangkan menurut andriyanto dan haryanto (2010), intention atau niat dapat didefinisikan sebagai suatu kemungkinan yang bersifat objektif dari suatu individu dalam berprilaku. dikatakan bahwa purchase intention terbagi menjadi tiga yaitu, intensi sebagai harapan, intensi sebagai rencana, dan intensi sebagai keinginan. meningkatkan niat pembelian..... (hamdan) 11 hubungan antara website quality dengan perceived quality; leonidio, montezano, dan carvalho (2011) menuliskan bahwa dalam konteks online shop, stimulus yang diperlukan adalah suasana pada situs web. suasana tersebut dapat memengaruhi persepsi kualitas yang akan diciptakan dalam diri masing-masing konsumen. jika kualitas situs web yang disediakan buruk, hal ini akan berpengaruh pada persepsi kualitas atas produk atau jasa yang disediakan. hubungan antara website quality dengan brand image; muller, flores, agrebi, dan chandon (2008) mengatakan bahwa kualitas website dapat memberikan efek pada brand image. seperti dikatakan juga, website yang memiliki kualitas yang baik dengan desain web yang cukup akan membawa kepuasan dan pengalaman online yang bernilai. hal ini merupakan kunci penting untuk menciptakan kesan / brand image yang baik. hubungan antara perceived quality dengan brand image; dari hasil penelitian yang dilakukan ranjbarian, sanayei, kaboli, dan hadadian (2012), diketahui bahwa persepsi kualitas memiliki efek yang positif terhadap brand image. lebih lanjut dikatakan dalam penelitiannya bahwa ketika perusahaan menyediakan kualitas yang tinggi (high quality) atas produk atau jasa, secara otomatis akan meningkatkan brand image perusahaan. hubungan antara brand image dengan purchase intention; dalam wang dan tsai (2014), brand image sering digunakan sebagai rangsangan dari luar yang digunakan ketika konsumen melakukan evaluasi produk sebelum membeli. sebagai contohnya, brand image yang baik dari suatu perusahaan, baik dalam hal kualitas layanan maupun produk yang dihasilkan, menjadi sangat penting. hal tersebut dapat meningkatkan intensi atau niat beli para konsumen. hubungan antara variabel website quality dengan purchase intention telah dibuktikan dalam penelitian yang dilakukan oleh pelet dan papadopoulou (2012). dikatakan, kualitas website yang baik, misalnya dalam hal penggunaan warna, sistem navigasi dan sekuritas yang baik dapat menciptakan nilai lebih yang pada akhirnya berpengaruh pada keputusan pembelian konsumen. salah satu hal yang paling mencolok dan perlu diperhatikan adalah user-interface dari website yang disediakan. userinterface dari suatu website merupakan touch-point yang dapat menjadi faktor penentu dalam mengaktifkan niat beli konsumen. hubungan antara perceived quality dengan purchase intention; dalam penelitian ar (2012), dikatakan bahwa purchase intention dipengaruhi oleh pandangan atau persepsi kualitas yang diterima oleh konsumen dari berbagai proses evaluasi. dikatakan pula, apabila persepsi kualitas yang dimiliki konsumen makin tinggi atas suatu produk/jasa, hal ini dapat mengembangkan kesan nilai yang lebih dan pada akhirnya berdampak pada penguatan niat beli konsumen. berdasarkan hubungan antara website quality, perceived quality, brand image, dan purchase intention, maka kerangka pemikiran dalam penelitian ini adalah seperti pada gambar 1. gambar 1 kerangka penelitian purchase intention (z) website quality (x1) perceived quality (x2) brand image (y) 12 journal the winners, vol. 15 no. 1, maret 2014: 8-14 metode penelitian ini menggunakan metode penelitian asosiatif. penelitian asosiatif merupakan metode yang digunakan untuk mencari hubungan dan pengaruh dari suatu variabel dengan variabel lainnya. pengumpulan data dilakukan dengan pengumpulan kuesioner. unit analisis dari penelitian ini adalah individu (konsumen) yang pernah mengunjungi website pt travelicious indonesia namun belum pernah melakukan pembelian sama sekali. sedangkan jenis penelitian yang digunakan berdasarkan waktu dalam penelitian ini adalah cross sectional. sementara untuk metode analisis data yang digunakan adalah path analysis. hasil dan pembahasan dari hasil penelitian, dapat diketahui bahwa ha1, website quality memiliki pengaruh yang signifikan terhadap brand image sebesar 49% dengan sifat pengaruh yang sangat kuat. untuk ha2, perceived quality memiliki pengaruh yang signifikan terhadap brand image sebesar 5,7% dengan sifat pengaruh sedang. sedangkan untuk h3, website quality dan perceived quality secara simultan memiliki pengaruh yang signifikan terhadap brand image sebesar 73,7% dan sisanya sebesar 26,3% merupakan pengaruh dari variabel lainnya yang berasal dari luar penelitian ini. dengan demikian dapat diketahui bahwa website quality dan perceived quality berpengaruh terhadap brand image baik secara individu maupun simultan. untuk h4, website quality memiliki pengaruh yang signifikan terhadap purchase intention sebesar 8,01% dengan sifat pengaruh sedang. sedangkan h5 menunjukan bahwa perceived quality memiliki pengaruh yang signifikan terhadap purchase intention sebesar 4,33% dengan sifat pengaruh sedang. untuk h6, brand image memiliki pengaruh yang signifikan purchase intention sebesar 8,24% dengan sifat pengaruh sedang juga. untuk h7, secara simultan website quality, perceived quality, dan brand image memiliki pengaruh signifikan terhadap purchase intention sebesar 48,4% dan sisanya sebesar 51,6% merupakan pengaruh yang datang dari faktor-faktor lain di luar penelitian ini. gambar 2 hasil analisis hubungan dan pengaruh website quality, perceived quality, brand image, dan purchase intention simpulan berdasarkan hasil analisis, maka simpulan yang dapat diambil dari penelitian ini bahwa variabel website quality dan perceived quality memiliki pengaruh yang positif dan signifikan terhadap brand image baik secara individu maupun simultan. diketahui pula bahwa website quality, perceived quality, dan brand image berpengaruh positif dan signifikan terhadap purchase intention baik secara 0,7183 0,283 0,5128 0,568 0,700 0,240 0,287 0,208 x1 x2 y z meningkatkan niat pembelian..... (hamdan) 13 individu maupun simultan. saran yang dapat diberikan kepada pt travelicious indonesia adalah sebaiknya website quality harus menjadi perhatian utama perusahaan karena memiliki pengaruh yang besar pada peningkatan niat beli konsumen. contohnya seperti membuat desain web lebih menarik, menciptakan sistem pelayanan pelanggan yang lebih baik, dan tingkat keakuratan informasi. selain itu, perusahaan juga harus memerhatikan perceived quality karena memiliki pengaruh yang signifikan terhadap brand image dan purchase intention. salah satu hal yang dapat dilakukan adalah perusahaan harus mulai menyediakan deal produk/jasa yang berkualitas dari merek-merek yang terkenal. brand image memiliki pengaruh yang paling besar terhadap peningkatan niat beli konsumen. oleh karena itu, perusahaan harus mulai mengembangkan dan memerhatikan pembangunan brand image yang baik pada perusahaan seperti menciptakan pelayanan atau menawarkan produk yang unik dan menarik sehingga dapat memberikan kesan nilai tertentu pada konsumen yang pada akhirnya berdampak pada peningkatan niat beli konsumen. daftar pustaka andriyanto, r. d. & haryanto, j. o. (2010). analisis pengaruh internet marketing terhadap pembentukan word of mouth dan brand awareness untuk memunculkan intention to buy. jurnal manajemen teknologi, 9(1), 20–34. ar, a. a. (2012). effect of perceived values on the brand preference and the purchase intention. european scientific journal , 8(17), 1–17. durianto, d., sugiarto, & budiman, l. j. (2004). brand equity ten : strategi memimpin pasar. jakarta: gramedia pustaka utama. keller, k. l. (2008). strategic brand management : building, measuring, and managing brand equity (3rd edition). new jersey: pearson education. keller, k. l. (2013). strategic brand management: building, measuring, and managing brand equity (4th ed.). england: edinburgh gate. leonidio, u. d., montezano, r. m., & carvalho, f. a. (2011). evaluation of perceived quality of the website of an online bookstore: an empirical application of the barnes and vidgen model. journal of information systems and technology management , 8(1), 109-130. muller, b., flores, l., agrebi, m., & chandon, j. l. (2008). the branding impact of brand websites: do newsletters and consumer magazines have a moderating role. journal of advertising research, 48(3), 465–472. nugraha, b. (2011, 5 maret). dealkeren beri kemudahan berpromosi dan berbelanja. diakses 18 oktober 2013 dari http://suaramerdeka.com/v1/index.php/read/news/2011/03/05/79472/dealkeren-berikemudahan-berpromosi-dan-berbelanja pangerapan, s. a. (2013, 8 maret). pengguna internet di indonesia capai 63 juta orang. diakses 17 oktober 2013 dari http://www.penulisartikelbagus.com/pengguna-internet-di-indonesiacapai-63-juta-orang/ 14 journal the winners, vol. 15 no. 1, maret 2014: 8-14 pelet, j. e. & papadopoulou, p. (2012). the effect of colors of e-commerce websites on consumer mood, memorization and buying intention. european journal of information systems, 21, 438–467. ranjbarian, b., sanayei, a., kaboli, m. r., & hadadian, a. (2012). an analysis of brand image, perceived quality, customer satisfaction and repurchase intention in iranian department stores. international journal of business and management , 7(6), 40–48. rocha, a. (2012). framework for a global quality evaluation of a website. online information review, 36(3), 374–382. wang, y. h., & tsai, c. f. (2014). the relationship between brand image and purchase intention: evidence from award winning mutual funds. the international journal of business and finance research , 8(2), 27–40. peramalan operasional reservasi..... (hadijah) 13 peramalan operasional reservasi dengan program minitab menggunakan pendekatan arima pt surindo andalan hadijah pt kadir property, jln. siaga raya no. 40, pasar minggu, jakarta hadijah.abdk.brd@gmail.com abstract pt. surindo andalan is a gsa (general sales agent) of the airline owned by oman government, oman air. this study aims to analyze the forecasting of one period ahead (december 2012) flight reservation from jakarta to muscat (capital of oman) using arima approaches. in this analysis, the authors use minitab software for data processing. starting with autocorrelation testing, it shows that data is stationer therefore differencing should be 0. there are 35 times during data proceed within arima models which are available in minitab program. based on the analysis result that the forecasting model arima (2,0,4) has the smallest value of ms (2709.7) and mse (225.808333), thus resulting december 2012 forecast amounted reach 122.609. keywords: forecasting, minitab, arima abstrak pt. surindo andalan adalah perusahaan gsa (general sales agent) dari maskapai penerbangan milik pemerintah oman, oman air. penelitian ini bertujuan untuk menganalisis peramalan satu periode ke depan (desember 2012) untuk reservasi penerbangan jakarta ke muscat (ibu kota negara oman) dengan menggunakan pendekatan arima. dalam analisis ini, penulis menggunakan software minitab untuk pengolahan data. langkah awal dilakukan pengujian autokorelasi, dengan hasil data bersifat stasioner sehingga differencing dalam model arima adalah 0. dilakukan 35 kali pengolahan data menggunakan model arima yang tersedia dalam program minitab. berdasarkan hasil analisis diperoleh bahwa model peramalan arima (2,0,4) memiliki nilai ms (2709.7) dan mse (225.808333) paling kecil, sehingga dihasilkan permalan bulan desember 2012 sebesar 122.609. kata kunci: peramalan, minitab, arima 14 journal the winners, vol. 14 no. 1, maret 2013: 13-19 pendahuluan pt surindo andalan adalah gsa atau general sales agent dari perusahaan penerbangan komersil milik pemerintah oman, oman air. gsa sendiri adalah perusahaan yang bertanggung jawab menjadi sales representative dari suatu perusahaan yang tidak memiliki cabang di suatu area tertentu. oman merupakan maskapai penerbangan off-line di indonesia karena oman air tidak ada yang terbang direct atau langsung dari jakarta menuju negara tertentu yang dituju. jika ingin menggunakan jasa layanan maskapai ini harus terlebih dahulu terbang menggunakan maskapai penerbangan yang memiliki kerjasama dengan oman air. di indonesia sendiri maskapai tersebut adalah garuda indonesia, malaysian airlines dan thai airways. sistemnya setiap penumpang dari indonesia yang akan melakukan perjalanan dengan maskapai penerbangan oman air akan mendapatkan dua tiket. tiket pertama adalah tiket dari cengkareng (cgk) atau bandara internasional lainnya di indonesia menuju ke bangkok atau kuala lumpur menggunakan salah satu dari tiga maskapai yang telah disebutkan. banyak masalah timbul dari rute oman air yang cenderung berbelit ini karena masyarakat atau calon penumpang cenderung menginginkan maskapai penerbangan yang terbang langsung ke negara tujuan. pt surindo andalan juga harus bersaing dengan berbagai sales representative dari negara lain untuk mereservasi seat. pt surindo andalan harus menilik berapa banyak seat yang dibutuhkan calon penumpang dari indonesia agar seat yang telah di-book tersebut efektif, sesuai tanpa ada sisa. untuk itu peneliti akan meneliti peramalan reservasi dengan menggunakan metode arima. perumusan masalah dalam penelitian ini adalah (1) besar peramalan operasional reservasi satu bulan mendatang (desember 2012) pada pt surindo andalan dengan menggunakan pendekatan arima dengan ms & mse terkecil? (2) bagaimana model arima untuk peramalan operasional reservasi optimal pada pt surindo andalan selama satu bulan mendatang? tujuan dari penelitian ini adalah agar penulis dapat mengetahui besar peramalan operasional reservasi satu bulan mendatang (desember 2012) pada pt surindo andalan. peramalan ini menggunakan pendekatan arima dengan ms & mse terkecil. selain itu penelitian ini juga bertujuan untuk dapat mengetahui model arima pada peramalan operasional reservasi pada pt surindo andalan selama satu bulan mendatang. manfaat penelitian ini adalah untuk mengetahui mengetahui kemungkinan berapa besar peramalan operasional reservasi yang harus disiapkan untuk menghadapi bulan-bulan selanjutnya. selain itu juga untuk mengetahui akurasi peramalan dengan metode arima agar selanjutnya metode tersebut dapat membantu pengambilan keputusan. tinjauan pustaka forecasting salah satu keputusan penting dalam perusahaan yang dilakukan oleh manajemen adalah menentukan tingkat produksi dari barang atau jasa yang perlu disiapkan untuk masa mendatang. penentuan tingkat produksi, yang merupakan tingkat penawaran dipengaruhi oleh jumlah permintaan pasar yang dapat dipenuhi oleh perusahaan. tingkat penawaran yang lebih tinggi dari permintaan pasar dapat mengakibatkan kerugian bagi perusahaan. tingkat penawaran yang lebih rendah dibandingkan dengan kemampuan pangsa pasar yang dapat diraih mengakibatkan hilangnya kesemparan untuk memeperoleh keuntungan, bahkan mengakibatkan hilangnya pelanggan karena beralih ke pesaing. salah satu cara untuk membantu mencapai suatu keputusan optimal dengan cara yang tepat, sistematis dan dapat dipertanggung jawabkan adalah forecasting atau peramalan. (herjanto, 2009). peramalan operasional reservasi..... (hadijah) 15 menurut (prasetya & fitria, 2009), peramalan merupakan suatu usaha untuk meramalkan keadaan dimasa yang akan datang melalui pengujian keadaan dimasa lalu. kebutuhan peramalan semakin bertambah sejalan dengan keinginan menajemen untuk memberikan respon yang cepat dan tepat terhadap kesempatan di masa medatang, serta menjadi lebih ilmiah di dalam menghadapi lingkungan. dengan peramalan yang baik diharapkan pemborosan akan bisa dikurangi, dan juga dapat membuat perusahaan lebih terkonsentrasi pada sasaran tertentu agar perencanaan yang dihasilkan lebih baik sehingga dapat menjadi kenyataan (herjanto, 2009). arima metode arima adalah metode peramalan yang tidak menggunakan teori atau pengaruh antarvariabel seperti pada model regresi. dengan demikian metode arima tidak memerlukan penjelasan mana variabel dependen dan independen. metode ini tidak memerlukan pemecahan pola menjadi komponen trend, seasonal, siklis atau irregular seperti pada data time series pada umumnya. hampir mustahil menerapkan arima secara manual. selain dikenal dengan nama arima, metode ini popular dengan sebutan metode box-jenkins, karena dikembangkan oleh dua statistikawan amerika serikat, yakni g.e.p box dan g.m jenkins pada 1970 (santoso, 2009). arima merupakan suatu metode yang menghasilkan ramalan-ramalan berdasarkan sintesis dari pola data secara historis. kelompok model time series linier yang termasuk dalam metode ini antara lain: autoregressive, moving average, autoregressive-moving average, dan autoregressive integrated moving average (administrator, 2009). arima models have been widely used in the tourism literature, model arima telah banyak digunakan dalam literature pariwisata (claveria & datzira, 2010). minitab minitab adalah program komputer yang dirancang untuk melakukan pengolahan statistika. minitab mengkombinasikan kemudahan penggunaan layaknya microsoft excel dengan kemampuannya melakukan analisis statistik yang kompleks (simarmata, 2010). minitab adalah perangkat lunak statistik yang menyediakan berbagai kemampuan untuk analisis statistik baik dasar dan lanjutan. program ini memiliki kemampuan yang kuat dan mudah digunakan menjadikannya ideal sebagai alat pengajaran. sebagai buktinya minitab telah digunakan di lebih dari 4000 perguruan tinggi, universitas dan sekolah menengah di seluruh dunia. dikembangakan lebih dari 30 tahun yang lalu dari professor ke psrofesor, minitab telah menjadi standar untuk pembelajaran statistik. dan karena minitab adalah paket terdepan yang digunakan untuk meningkatkan proses dan kualitas dalam perusahaan, murid yang mempelajari minitab pasti mendapatakan keuntungan dari mengetahui dan juga dapat menggunakan alat yang digunakan dalam dunia bisnis sebenarnya (ryan, joiner, & cryer, 2005). metode penelitian dilakukan dengan data kuantitatif dari pt surindo andalan mulai dari periode november 2011 sampai november 2012 dengan sample penerbangan dari jakarta ke muscat. 16 journal the winners, vol. 14 no. 1, maret 2013: 13-19 tabel 1 data penerbangan jakarta-muscat tahun bulan penerbangan jakarta muscat 2011 november 202 desember 87 2012 januari 176 februari 73 maret 57 april 121 mei 46 juni 42 juli 94 agustus 195 september 33 oktober 200 november 111 sumber: pt surindo andalan (2012) yang dilakukan pertama adalah uji autokorelasi untuk menentukan apakah data stasioner atau tidak. jika data stasioner maka menentukan nilai differencing nya yaitu 0. apabila tidak stasioner maka nilai differencing nya 1. setelah mengetahui stasioner atau tidak maka dilakukan trial & error hingga mendapatkan model dengan ms atau means square (cara untuk mengukur kesalahan, adalah rata-rata selisih kuadrat nilai yang diramalkan dan yang diamati) paling kecil. kemudian akan di hasilkan peramalan untuk bulan desember 2012. autoregressive integrated moving average (arima) adalah metode yang mengekplisitkan pemakain autokorelasi dalam time series, yaitu korelasi antar sebuah variabel, yang bersenjang satu periode lebih, dengan variabel itu sendiri (kazmier, 2005). metode ini secara murni melakukan prediksi hanya berdasarkan data-data historis yang ada. hampir mustahil menerapkan arima secara manual. selain dikenal dengan nama arima (santoso, 2009). hasil dan pembahasan hasil untuk uji autokorelasi adalah sebagai berikut: gambar 1 hasil uji autokorelasi peramalan operasional reservasi..... (hadijah) 17 dengan grafik: gambar 2 grafik autokorelasi catatan: garis merah dalam autokorelasi adalah confidence limit, garis biru adalah koefisien lag (rangkuti, 2005). dari gambar 1 dan gambar 2 terlihat tidak ada hasil autokorelasi, dilihat dari lag 1 hingga 3 semua nilainya dibawah 0.5 menandakan mendekati 0, dan dari bar lag 1 hingga lag 3 tidak ada yang melebihi garis batas merah. hal tersebut menunjukan bahwa data stasioner sehingga angka untuk d dari model arima (p,d,q) atau nilai tengah dari proses arima selanjutnya adalah 0. dapat di identifikasi juga bahwa penggunaan model dalam kasus ini yaitu arma (p,q). proses pemasukan data menghasilkan peramalan menggunakan metode arima dalam minitab dengan d=0 adalah sebagai berikut: tabel 2 hasil peramalan model peramalan penerbangan jakarta muscat ms mse forecast arima (1,0,0) 3752 312.666667 107.58 arima (0,0,1) 3920.8 326.733333 100.595 arima (1,0,1) 4077.1 339.758333 118.509 arima (2,0,0) 4035.2 336.266667 127.632 arima (0,0,2) 3035.6 252.966667 130.914 arima (1,0,2) 3294.1 274.508333 141.817 arima (2,0,1) 4458.3 371.525 128.805 arima (2,0,2) 3672.7 306.058333 145.736 arima (3,0,0) 4371 364.25 114.335 arima (0,0,3) 3262 271.833333 129.801 arima (1,0,3) 2748.4 229.033333 102.569 arima (3,0,1) 4897.9 408.158333 108.08 arima (2,0,3) 4408.2 367.35 127.266 arima (3,0,2) tidak teridentifikasi tidak teridentifikasi tidak teridentifikasi arima (3,0,3) 4502.9 375.241667 122.862 18 journal the winners, vol. 14 no. 1, maret 2013: 13-19 (lanjutan) model peramalan penerbangan jakarta muscat ms mse forecast arima (4,0,0) 4570.7 380.891667 56.82 arima (0,0,4) 2782.7 231.891667 62.429 arima (1,0,4) 3123.2 260.266667 61.675 arima (4,0,1) 5630 469.166667 116.651 arima (2,0,4) 2709.7 225.808333 122.609 arima (4,0,2) tidak teridentifikasi tidak teridentifikasi tidak teridentifikasi arima (3,0,4) tidak teridentifikasi tidak teridentifikasi tidak teridentifikasi arima (4,0,3) tidak teridentifikasi tidak teridentifikasi tidak teridentifikasi arima (4,0,4) tidak teridentifikasi tidak teridentifikasi tidak teridentifikasi arima (5,0,0) 2847.5 237.291667 78.682 arima (0,0,5) 2839.6 236.633333 115.899 arima (1,0,5) 3478.7 289.891667 127.926 arima (5,0,1) 4369.3 364.108333 111.541 arima (2,0,5) 2998 249.833333 100.593 arima (5,0,2) 5475 456.25 119.121 arima (3,0,5) 8337.8 694.816667 102.644 arima (5,0,3) tidak teridentifikasi tidak teridentifikasi tidak teridentifikasi arima (4,0,5) 7398.8 616.566667 112.133 arima (5,0,4) tidak teridentifikasi tidak teridentifikasi tidak teridentifikasi arima (5,0,5) tidak teridentifikasi tidak teridentifikasi tidak teridentifikasi catatan: tidak teridentifikasi disini berarti model peramalan arima yang digunakan tidak sesuai, seperti contohnya peramalan arima dengan minitab hanya dapat dilakukan jika p dan q nya kurang dari 5, jika dilakukan perhitungan model dengan p dan q sama dengan 5 maka ada perintah illegal dan tidak bisa ditampilkan. peramalan yang paling baik digunakan adalah pada model arima (2,0,4) karena pada model tersebut ms atau mean square ada pada titik minimum. dengan acf dan pacf sebagai berikut: gambar 4 acf dan pacf model arima (2,0,4) peramalan operasional reservasi..... (hadijah) 19 hasil yang terlihat number of observations: 13 residuals: ss = 16258.5 (back forecasts excluded) ms = 2709.7 df = 6 period forecast lower upper actual 14 122.609 20.560 224.658 simpulan berdasarkan analisis data pt surindo andalan dari penulis terkait peramalan dengan pendekatan arima dalam program minitab, dapat disimpulkan model arima terbaik dengan mean square terkecil yaitu 2709.7 dan mean square error terkecil yaitu 225.808333 adalah model arima (2,0,4). peramalan yang di hasilkan dengan model arima (2,0,4) satu periode berikutnya yaitu bulan desember 2012 adalah sebesar 122.609. daftar pustaka administrator. (2009). arima. diakses 8 april 2009 dari badan pusat statistik: http://daps.bps.go.id/index.php?page=website.viewartikel&id=77 claveria, o., datzira, j. (2010). q emerald grforecasting tourism demand using consumer expectations. tourism review, 65(1), 18–36. herjanto, e. (2009). sains manajemen. jakarta: grasindo. kazmier, l. j. (2005). schaum’s easy outlines: statistik untuk binis. jakarta: penerbit erlangga. prasetya, d. h., & fitria, l. s. (2009). manajemen operasi. jakarta: medpress. rangkuti, f. (2005). great sales forecast for marketing. jakarta: gramedia pustaka utama. ryan, b. f., joiner, b. l., cryer, j. d. (2005). minitab handbook. canada: thomson learning. santoso, s. (2009). business forecasting. jakarta: elex media komputindo. simarmata, j. (2010). rekayasa perangkat lunak. yogyakarta: andi. 48 journal the winners, vol. 14 no. 1, maret 2013: 48-54 peningkatan niat pembelian melalui website wirawan pt bank central asia, tbk., wisma asia i lt. 21 jln. letjen. s. parman kav. 79, slipi, jakarta barat 11420 wirawan.chen@gmail.com abstract in globalization era, technology is rapidly growing. nowadays many companies use technology in their business with the purpose to support internal and external activities, such as online sales. currently, the level of competition in the field of online sales is getting bigger because there are many companies get into the market. the purpose of this study is to help new website of pt pos indonesia (galeripos) face competition and increase the intention of visitor to visit galeripos and the number of transaction there as well. this study was conducted to know how website quality and perceived risk influence online trust of web visitors and the impact on online purchase intention. the method used in this research is path analysis. data had collected by distributing questionnaires through social media. as conclusion, website quality, perceived risk, and online trust, individually and simultaneously, have significant influence on online purchase intention. keywords: website quality, perceived risk, online trust, online purchase intention abstrak pada era globalisasi sekarang, teknologi berkembang dengan sangat pesat. banyak perusahaan menggunakan teknologi dalam melakukan bisnis dengan tujuan untuk membantu kegiatan internal maupun eksternal, seperti penjualan secara online. sekarang ini, tingkat persaingan di bidang penjualan online makin besar karena banyak perusahaan masuk ke pasar tersebut. penelitian ini dilakukan untuk membantu website baru pt pos indonesia (galeripos). penelitian bertujuan membantu pt pos indonesia menghadapi persaingan dan meningkatkan niat pengunjung website galeripos untuk melakukan transaksi melalui website galeripos. pada pelitian ini dilakukan pengujian pengaruh website quality dan perceived risk terhadap online trust dan dampaknya terhadap online purchase intention. metode analisis yang digunakan dalam penelitian ini adalah analisis jalur. sementara data kuesioner penelitian disebarkan melalui media sosial. hasil penelitian menunjukkan bahwa website quality, perceived risk, dan online trust, secara individu maupun simultan, memiliki pengaruh terhadap online purchase intention. kata kunci: website quality, perceived risk, online trust, online purchase intention peningkatan niat pembelian..... (wirawan) 49 pendahuluan pada era globalisasi terjadi banyak perubahan dalam hal teknologi, pendidikan, dan sebagainya. salah satu yang mengalami perubahan yang paling banyak adalah teknologi internet. internet merupakan jaringan yang menghubungkan komputer-komputer yang ada di dunia. internet dalam beberapa tahun terakhir ini telah mengalami perubahan secara pesat terutama semenjak internet sudah dapat diakses melalui smartphones, tablet, dan lain-lain. kebanyakan masyarakat mengakses internet untuk berbagai kegiatan seperti transaksi bisnis, streaming, mencari informasi, browsing, chatting dengan menggunakan aplikasi yahoo messanger, skype, dan lainnya. internet tidak hanya mengalami perkembangan di masyarakat tetapi juga di perusahaan. sekarang sudah banyak perusahaan yang memanfaatkan internet untuk membuat website internal maupun eksternal. secara umum perusahaan membuat website internal agar dapat meningkatkan kinerja karyawan, menjaga hubungan dengan supplier, mengontrol inventori, dan lain-lain. sedangkan perusahaan membuat website eksternal dengan tujuan untuk meningkatkan penjualan, menjaga loyalitas konsumen, dan mengetahui keluhan konsumen, dan sebagainya. saat ini perusahaan yang telah menerapkan penjualan online sudah makin banyak. hal ini disebabkan penjualan online merupakan salah satu bisnis yang memliki pasar bisnis yang cukup bagus. selain pasar bisnis yang bagus, jumlah konsumen online juga makin bertambah karena kepercayaan mereka terhadap penjualan online makin tinggi. apalagi, ketika ada online banking seperti klikbca yang dapat mendukung proses jual beli online pada suatu perusahaan. pt pos indonesia merupakan salah satu perusahan besar yang bergerak dalam bidang jasa pengiriman barang. pt pos indonesia telah memiliki 3.800 kantor cabang dengan jumlah unit pelayanan 26 ribu yang tersebar di setiap daerah indonesia. saat ini pos indonesia telah meluncurkan bisnis baru, yaitu galeripos yang bergerak dalam divisi penjualan online. tingkat persaingan dalam bisnis online ini makin tinggi, seiring dengan perkembangan internet. walaupun jumlah konsumen pengguna situs online meningkat, kompetitor yang memanfaatkan situs online untuk menjalankan usaha mereka juga makin banyak. selain itu, pemain lama dalam bidang penjualan online seperti blibli.com, bhinneka.com, berniaga.com menjadi salah satu penghambat bagi pendatang baru untuk dapat eksis dalam persaingan. pt pos indonesia memiliki visi menjadi perusahaan yang bergerak di bidang e-commerce dan dapat bersaing dengan amazon.com. melalui observasi, diketahui jumlah pembelian pada website galeripos masih sedikit karena website ini baru diluncurkan. jumlah orang yang mengetahui website tersebut juga masih sedikit, serta tingkat kepercayaan yang masih rendah dari pengunjung website tersebut. oleh karena itu, pt pos indonesia harus meningkatkan kualitas website dan mengatasi kekurangan-kekurangan dari website tersebut. berdasarkan latar belakang, penelitian dilakukan terhadap website galeripos (wwww.galeripos.com). diharapkan, melalui penelitian ini minat pembelian pengunjung melalui website galeripos pt pos indonesia dapat meningkat. kerangka teori leonidio, montezano, dan carvalho (2011) menyebutkan bahwa website quality terdiri dari beberapa dimensi, yaitu: dimensi usability, quality of information, dan quality of interaction with the service. dimensi usability berhubungan dengan bagaimana proses interaksi antara manusia dengan komputer dan bagaimana pelanggan memahami dan berinteraksi dengan website serta kualitas yang berkaitan dengan desain dan kegunaan. contohnya adalah penampilan dan kemudahan dalam 50 journal the winners, vol. 14 no. 1, maret 2013: 48-54 penggunaan website. dimensi quality of information berkaitan dengan kualitas konten atau isi dari website, seperti: informasi yang berguna untuk pengguna, informasi yang tepat, pengguna dengan mudah dapat mengerti isi informasi website, serta menggunakan format yang tepat. dimensi quality of interaction with the service merupakan mutu dari interaksi pelayanan yang dialami pengguna ketika mereka menyelidiki website lebih dalam. hal itu terwujud dengan kepercayaan dan empati. sebagai contoh, isu dari keamanan transaksi dan informasi, pengantaran produk, personalisasi dan komunikasi dengan pemilik website. lebih lanjut, djojosoedarso (2003) mendefinisikan risk sebagai suatu ketidakpastian atau kemungkinan terjadinya sesuatu yang menyebabkan kerugian atau adanya penyimpangan dari hasil yang sebenarnya dengan hasil yang diharapkan. sementara trieschamann, hoyt, dan sommer (2005) mendefinisikan risk sebagai suatu keadaan ketidak pastian yang kemungkinan menyebabkan kerugian. berdasarkan pengertian tersebut, maka dapat disimpulkan risk merupakan suatu keadaan ketidakpastian atau adanya kemungkinan terjadi sesuatu yang menyebabkan kerugian dan penyimpangan dari hasil yang diharapkan. dalam penelitian sukma (2012) dikatakan bahwa dalam transaksi online setidaknya ada tiga macam risiko yang mungkin terjadi, yaitu risiko produk, risiko transaksi, dan risiko psikologis. risiko produk merupakan risiko yang mengacu pada ketidakpastian bahwa produk yang dibeli akan sesuai dengan yang diharapkan oleh pelanggan. risiko transaksi adalah risiko yang berkaitan dengan ketidakpastian yang akan berakibat merugikan konsumen dalam proses transaksi. risiko psikologis merupakan risiko yang berupa ketakutan-ketakutan yang mungkin terjadi selama pembelian atau setelah pembelian. kemudian ie & denny (2013) mendefinisikan online trust sebagai kepercayaan pihak tertentu terhadap yang lain dalam melakukan hubungan transaksi berdasarkan suatu keyakinan bahwa orang yang dipercayainya tersebut akan memenuhi segala kewajibannya secara baik sesuai yang diharapkan. ada 3 faktor yang membentuk kepercayaan seseorang terhadap yang lain. pertama, ability, mengacu pada kemampuan kompetensi dan karakteristik penjual/organisasi dalam memengaruhi dan mengotorisasi wilayah yang spesifik. hal ini berkaitan dengan bagaimana penjual mampu menyediakan, melayani, sampai mengamankan transaksi dari gangguan pihak lain. artinya, konsumen memperoleh jaminan kepuasan dan keamanan dari penjual dalam melakukan transaksi. kedua, benevolence, merupakan kemauan penjual dalam memberikan kepuasan yang saling menguntungkan antara dirinya dengan konsumen. profit yang diperoleh penjual dapat dimaksimalkan, tetapi kepuasan konsumen juga tinggi. penjual bukan semata-mata mengejar profit maksimal semata, melainkan juga memiliki perhatian yang besar dalam mewujudkan kepuasan kosumen. ketiga, integrity, berkaitan dengan bagaimana perilaku atau kebiasaan penjual dalam menjalankan bisnisnya. informasi yang diberikan kepada konsumen apakah benar sesuai dengan fakta atau tidak. kualitas produk yang dijual apakah dapat dipercaya atau tidak. integrity dapat dilihat dari sudut kewajaran, pemenuhan, kesetiaan, keterusterangan, keterkaitan. lalu ling, daud, piew, keoy, & hassan (2011) mendefinisikan online purchase intention sebagai suatu keadaan, bahwa konsumen bersedia dan bermaksud untuk melakukan transaksi online. menurut utomo, lestariningsih, dan suhari (2011), niat beli adalah rencana untuk membeli barang atau jasa pada waktu ke depan. dimensi niat beli pada toko yang berbasis web terdiri dari 3, yaitu: niat beli ke depan melalui website tersebut, merekomendasikan kepada orang lain tentang pembelian melalui website tersebut, serta dalam waktu dekat melakukan pembelian. berdasarkan penjelasan online purchase intention, maka dapat disimpulkan bahwa online purchase intention merupakan suatu keadaan konsumen bersedia dan memiliki rencana untuk untuk melakukan transaksi secara online. hubungan website quality dengan online trust hasil pengujian hipotesis ie dan denny (2013) menunjukkan bahwa website berpengaruh terhadap trust dalam e-bisnis dengan hasil tingkat signifikansi sebesar 0,037 yang lebih kecil dari alpha yaitu sebesar 0,05. artinya, website memiliki pengaruh terhadap online trust dalam e-bisnis peningkatan niat pembelian..... (wirawan) 51 dengan tingkat keyakinan 95%. hal tersebut menunjukkan bahwa pengunjung website akan merasa senang ketika mendapatkan informasi produk melalui jaringan yang mudah diakses dengan menggunakan internet. konsumen juga merasa keamanan dan kepastian pada transaksi sangat penting dalam website online. ha1: website quality (x1) memiliki pengaruh yang signifikan terhadap online trust (y). hubungan perceived risk dengan online trust berdasarkan hasil penelitian ling, daud, piew, keoy, dan hassan (2011) terdapat hubungan antara perceived risk dengan online trust. dengan meminimalkan risiko-risiko yang dirasakan akan meningkatkan atau memperkuat kepercayaan online, dan pada akhirnya akan meningkatkan niat pembelian online. ha2: perceived risk (x2) memiliki pengaruh yang signifikan terhadap online trust (y). ha3: website quality (x1) dan perceived risk (x2) memiliki pengaruh yang signifikan terhadap online trust (y). hubungan perceived risk dengan purchase intention sementara hasil penelitian cheng, tsai, cheng, dan chen (2012) menunjukkan hubungan antara perceived risk dengann purchase intention dengan hasil ß =-0.19, p <0.001. pada penelitian dijelaskan bahwa dengan meminimalkan risiko yang ada akan meningkatkan tingkat niat pembelian. hasil penelitian tersebut mendukung hasil penelitian sebelumnya (ling, daud, piew, keoy, & hassan, 2011) yang juga menemukan bahwa terdapat hubungan antara perceived risk dengan purchase intention. ha4: perceived risk (x2) memiliki pengaruh yang signifikan terhadap online purchase intention (z). hubungan website quality dengan purchase intention penelitian qureshi, fang, ramsey, et al (2009) menunjukkan bahwa terdapat hubungan antara website quality dengan purchase intention dengan hasil 0,286. website quality yang bagus akan meningkatkan online trust yang pada akhirnya akan meningkatkan online purchase intention. ha5: website quality (x1) memiliki pengaruh yang signifikan terhadap online purchase intention (z). hubungan online trust dengan purchase intention lalu dari penelitian broutsou & fitsilis (2012) ditunjukkan adanya hubungan online trust dengan online purchase intention. pada penelitian tersebut dikatakan bahwa online trust adalah sangat penting dan disebut sebagai kunci untuk e-commerce, dan oleh karena itu, membangun kepercayaan bahkan lebih penting. hasil pengujian hipotesis tersebut mendukung penelitian sebelumnya (ling, daud, piew, keoy, & hassan, 2011; ling, chai, & piew, 2010) yang juga menunjukkan adanya hubungan antara online trust dengan online purchase intention. ha7: online trust (y) memiliki pengaruh yang signifikan terhadap online purchase intention (z). ha8: website quality (x1) dan perceived risk (x2) serta online trust (y) memiliki pengaruh yang signifikan terhadap online purchase intention (z). 52 journal the winners, vol. 14 no. 1, maret 2013: 48-54 berdasarkan hipotesis penelitian, kerangka pemikiran penelitian ini adalah seperti yang ditunjukkan pada gambar 1. gambar 1 kerangka penelitian metode penelitian ini menggunakan metode penelitian asosiatif. penelitian asosiatif merupakan metode yang digunakan untuk mencari hubungan dan pengaruh dari suatu variabel dengan variabel lainnya. sedangkan untuk pengumpulan data, penelitian menggunakan kuesioner. karena penelitian ini membahas tentang tingkat niat pembelian di galeripos (www.galeripos.com), unit analisis dari penelitian adalah individu yang pernah mengunjungi website galeripos pt pos indonesia. sedangkan jenis metode penelitian yang digunakan berdasarkan waktu dalam penelitian ini adalah crosssectional. metode analisis data yang digunakan dalam penelitian ini adalah path analysis. hasil dan pembahasan melalui penelitian ini, maka dapat diketahui bahwa ha1 website quality memiliki pengaruh yang secara signifikan terhadap online trust sebesar 11,24% dengan sifat pengaruh kuat. untuk ha2 perceived risk memiliki pengaruh yang secara signifikan terhadap online trust memiliki 29,7% dengan sifat pengaruh kuat. tinggi rendahnya perceived risk pengunjung memengaruhi tingkat online trust pengunjung terhadap perusahaan. sedangkan untuk ha3 website quality dan perceived risk secara simultan memiliki pengaruh signifikan terhadap online trust sebesar 64,6% dan sisanya sebesar 35.4% merupakan pengaruh dari variabel lainnya yang berasal dari luar penelitian ini. dengan demikian, dapat diketahui bahwa website quality dan perceived risk berpengaruh terhadap online trust baik secara individu maupun simultan. pada ha4, website quality memiliki pengaruh yang secara signifikan terhadap online purchase intention sebesar 2,34% dengan sifat pengaruh sedang. tingkat website quality akan memengaruhi tingkat online purchase intention pengunjung. untuk ha5, perceived risk memiliki pengaruh yang signififkan terhadap online purchase intention sebesar 27,77% dengan sifat pengaruh kuat. tinggi rendahnya perceived risk pengunjung memengaruhi tingkat online purchase intention pengunjung. untuk ha6, online trust memiliki pengaruh yang signifikan terhadap online purchase intention sebesar 7,6176% dengan sifat pengaruh sedang. tinggi rendahnya online trust pengunjung memengaruhi tingkat online purchase intention pengunjung. untuk ha7, secara simultan website quality, perceived risk, dan online trust memiliki pengaruh signifikan terhadap online purchase intention sebesar 75,9% dan sisanya sebesar 24.1% merupakan pengaruh dari variabel website quality online purchase intention perceived risk online trust peningkatan niat pembelian..... (wirawan) 53 lainnya yang berasal dari luar penelitian ini. gambar 2 menunjukkan hasil analisis jalur variabelvariabel dalam penelian ini. gambar 2 hasil path analysis simpulan berdasarkan hasil analisis, tingkat website quality dari galeripos pt pos indonesia harus diperhatikan dan ditingkatkan. analisis menunjukkan bahwa website quality dapat meningkatkan tingkat kepercayaan dan tingkat pembelian online. peningkatan website quality dapat dilakukan dengan meningkatkan tingkat keakuratan informasi yang ada pada website. selain website quality, yang harus diperhatikan adalah perceived risk karena memiliki pengaruh yang signifkan terhadap online trust dan online purchase intention. menurunkan tingkat perceived risk dapat meningkatkan online trust dan online purchase intention. menurunkan tingkat persepsi risiko dapat dilakukan dengan cara menurunkan persepsi risiko pengunjung akan hasil transaksi yang tidak sesuai dengan harapan mereka. online trust dari suatu perusahaan memiliki pengaruh yang signifikan terhadap online purchase intention. peningkatan online trust akan meningkatkan online purchase intention. untuk meningkatkan online trust, maka dapat dilakukan dengan cara meningkatkan tingkat keamanan dari website galeripos. daftar pustaka broutsou, a., & fitsilis , p. (2012). online trust: the influence of perceived company’s reputation on consumers’ trust and the effects of trust on intention for online transactions. journal of service science and management, 5(4), 365–372. cheng, s. y., tsai, m. t., cheng, n. c., & chen , k. s. (2012). predicting intention to purchase on group buying website in taiwan. online information review, 36(5), 698–712. djojosoedarso, s. (2003). prinsip-prinsip manajemen risiko dan asuransi. jakarta: salemba empat. ie , m., & denny. (2013). analisis perilaku konsumen dan situs web terhadap kepercayaan dalam electronic business (e-business). proceeding seminar nasional dan call for paper sancall 2013, 467–476. leonidio, u. c., montezano, r. m. s., & carvalho, a. f. (2011). evaluation of perceived quality of the website of an online bookstore: an empirical application of the barnes and vidgen model. journal of information systems and technology management, 8(1), 109–130. x 1 x 2 y z 0,595 0,491 0,276 -0,527 -0,545 0,338 -0,637 54 journal the winners, vol. 14 no. 1, maret 2013: 48-54 ling , k. c., daud , d., piew, t. h., keoy, k. h., & hassan, p. (2011). perceived risk, perceived technology, online trust for the online purchase intention in malaysia. international journal of business and management, 6(6), 167–182. ling, k. c., chai, l. t., & piew, t. h. (2010). the effects of shopping orientations, online trust and prior online purchase experience toward customers’ online purchase intention. international business research, 63-76. qureshi, i., fang, y., ramsey, e., mccole, p., ibbotson, p., & compeau, d. (2009). understanding online customer repurchasing intention and the mediating role of trust — an empirical investigation in two developed countries. european journal of information systems, 18, 205– 222. sukma, a. a. (2012). analisis faktor-faktor yang mempengaruhi keputusan pembelian melalui social networking websites. jurnal ekonomi manajemen, 1–11. available: http://publication.gunadarma.ac.id/bitstream/123456789/6151/1/jurnal.pdf trieschamann, j. s., hoyt, r. e., & sommer, d. w. (2005). risk management. united states: thomson south-western. utomo, p., lestariningsih, e., & suhari, y. (2011). kepercayaan terhadap internet serta pengaruhnya pada pencarian informasi dan keinginanmembeli secara online. jurnal dinamika informatika, 3(1). intellectual capital effect …… (kevin deniswara, et al.) 49 intellectual capital effect, financial performance, and firm value: an empirical evidence from real estate firm, in indonesia kevin deniswara1; ratu marwaah firhatil uyuun2; ang swat lin lindawati3; willnaldo4 1,2,3,4accounting department. binus graduate program master of accounting, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1kevindeniswara@gmail.com; 2ratumarwaah@gmail.com; 3lindawati@binus.edu; 4willnaldolim@gmail.com abstract this research aimed to analyze the impact of intellectual capital towards the firm’s financial performance and firm’s value. intellectual capital was measured by value added intellectual capital (vaic) which has three components, such as value added capital employed (vaca), value added human capital (vahu), and structural capital value added (stva). firm’s financial performance and firm’s value were measured by return on assets (roa), return on equity (roe), revenue growth (rg), and tobin’s q ratio. there were 102 observations of property and real estate company sector listed in indonesia stock exchange period 2014-2016 that was analyzed using the linear regression method. the results show that vaic has a significant impact towards financial performance and firm’s value, except revenue growth, which means that the firm’s ability to generate value added and also profit with total assets and equity increase if ic is managed properly. therefore, vaca is the only component of vaic that has a significant impact towards financial performance and firm’s value, except rg which means that the capital employed is already managed properly. keywords: intellectual capital, vaic, financial performance, firm’s value introduction since 2015, property and real estate sectors in indonesia are experiencing a slowdown. it is believed not to be a result from the inability of the public to purchase it, instead, they seek for the best property opportunities, as disclosed by the director of indonesia property watch, ali tranghanda (prabowo, 2017). align with ali tranghanda, hendro s gondokusumo, the chairman of pt intiland development, has stated that the people’s purchasing power is still exist, however people are more cautious in choosing the property they want to buy or invest by considering several things from the quality of the building, the design, until the features offered by the developer. currently, indonesia has become a modern country where the needs and lifestyle of society are growing very rapidly. it is resulting in a shift in trend over the needs of residential, office, shopping centers, as well as the facilities towards the digital innovation, the concept of eco-friendly and energy efficient, the concept of renewable energy, as well as attractive and unique designs. according to the ceo of properti indonesia magazine, said mustafa, the role of innovation and creativity in the property and real estate industries is crucial, especially in adapting to the digital era, so that property industry could continue to be a strategic, capitalintensive, technology-intensive, and long-term oriented investments (ventura, 2017). the director of research and consultancy savills indonesia, anton sitorus, has also said a similar thing. he has said that the properties that have unique and interesting concepts followed by a clear and focused market segments are very likely to be more accepted in the modern market era and will not be vulnerable to the crisis (rinaldi, 2017). mailto:kevindeniswara@gmail.com mailto:ratumarwaah@gmail.com mailto:lindawati@binus.edu mailto:willnaldolim@gmail.com 50 journal the winners, vol. 20 no. 1, march 2019: 49-60 property and real estate companies are currently competing and striving to innovate and property and real estate companies are currently competing and striving to innovate and harmonize market demands, technological advances, and the development of information systems with products such as the construction of office buildings, housing, apartments, shopping malls, and other public facilities that offer to the market. businesspeople are more aware that transition to the knowledge-based business from the labor-based business is needed due to the fact that the factors of competitiveness does not lie on tangible assets anymore, but instead it depends on innovation, information system and technology, organizational management, and human resources (sawarjuwono & kadir in thaib, 2013). the intense competition creates the needs for new tools that could assist the company to have a competitive advantage over its products that are available in the market. one of the tools is an intangible asset that includes significant knowledge, innovation, customer relations, research, trademarks, and copyrights right, which are currently more important resource than the tangible assets (volkov & garanina, 2007). intangible assets are considered as the intellectual capital owned by the company. according to chen et al. (in widyaningdyah, 2013), intellectual capital is a key resource and driver for performance and value creation. in modern economies, the intellectual capitals are considered a strategically important asset to organizational success (khan, 2014). intellectual capital has been widely known by many researchers as an important strategic asset in evaluating organizational performance in both developing and developed countries (hashim, osman, & alhabshi, 2015). financial performance is a depiction of the company’s financial condition and also act as the indicator to show the company’s performance in a certain period, which is obtained by using financial analysis tools. the view that intellectual capital affects the company’s performance is based on resource-based theory (rbt) which states that companies that are capable in managing resources and knowledge well will have the competitive advantages that affect the company’s performance. then, this view is also supported by stakeholder theory that governs the relationship between the company’s management and its stakeholders, the better the company’s management in managing the resources, the higher the value added produced by the company, which consequently encourage the financial performance of the company (herdyanto & nasir, 2013). according to edvinson and malone (in sunarsih & mendra, 2012), one of the advantages of intellectual capital is to act as a tool to determine corporate value. corresponding to that statement, when the company is considered to have value, then it means that the company is valuable, which is align with the company’s long term objectives to maximize the company’s values. research that utilizes intellectual capital efficiently will cause its market value to increase. this is supported by the resourcebased theory which elaborated that the improvement of firm’s value can be achieved through effective utilization and management of resources; hence it is capable of achieving the competitive advantage that encourages the increase in firm’s value (puspita, 2016). stakeholder theory also explains the relationship between intellectual capital and firm’s value, which is maximizing the resources owned by the company efficiently that will cause the escalation in the value of the company and at the same time generate profits for the stakeholders (ulum, ghozali, & chariri, 2008 in sudibya & restuti, 2014). in their research, chen, cheng, and hwang (2005) have used data of taiwan’s listed companies and proves that intellectual capital has a positive correlation with market value and financial performance. the research conducted by fajarini and firmansyah (2012); ulum, ghozali, and chariri (2008); sunarsih and mendra (2012); and sudibya and restuti (2014) have also found that intellectual capital has a positive effect on financial performance. however, different results are shown in firer and williams’ (2003) research that using data from 75 public trading firms in south africa. it does not find a strong relationship between intellectual capital and corporate profitability. in addition, sunarsih and mendra (2012) in their research have also failed to prove that intellectual capital has a positive effect on the market value of the company. the existence of these differences encourages the authors to conduct the research to test whether intellectual capital in the property and real estate sectors is a significant intellectual capital effect …… (kevin deniswara, et al.) 51 element that can drive the financial performance and the value of the company or instead does not give any impact at all. this research uses a stakeholder theory to explain the relationship between corporate management and its stakeholders, whose main objective is to assist corporate management in enhancing value creation from the activities the company undertakes in minimizing possible losses for corporate stakeholders (ulum, ghozali, & chariri, 2008 in calista, 2014). stakeholder theory explains the entire activities of the company leads to the value creation, which is the better a company in maximizing the potential from both tangible and intangible assets, the higher the value added can be generated by the company (herdyanto & nasir, 2013). value creation could also improve the company’s financial performance and as the effect, it also generates profits for the shareholders, however, to be able to achieve that management need to manage all the company’s resources, which includes employees (human capital), physical assets (physical capital), and structural capital (ulum, ghozali, & chariri, 2008 in sudibya & restuti 2014). resource-based theory (rbt) has also elaborated how companies can manage and utilize their resources to achieve competitive advantage and to have superior sustainable performance. in other words, this theory believes that the company will achieve excellence if it has excellent resources (solikhah and rohman in puspita, 2016). according to susanto (in calista, 2014), the combination of resource advantages owned, either tangible or intangible assets, and the ability to manage these resources effectively and efficiently creates the distinctive competencies to a company, therefore, company is able to have competitive advantage compare to its competitors. the idea of intellectual capital affects financial performance, and corporate value is consistent with the rbt theory that suggests the firms identify and manage their resources effectively (abdullah & sofian, 2012) to achieve competitive advantage and good financial performance that will increase firm’s value (puspita, 2016). the international federation of accountants (ifac) (in sudibya & restuti, 2014) defines intellectual capital as an intellectual property, intellectual asset, knowledge asset that can be interpreted as a capital, which based on knowledge owned by the company, and a knowledge resource that will be profitable for the company in the future if it is used properly. according to practitioners, the intellectual model consists of three main elements (stewart, 1998; sveiby, 1997; saint-onge, 1996; bontis 2000; in sudibya & restuti, 2014), which are human capital, structural capital or organizational capital, and relational capital or customer capital. human capital is considered as the main component of intellectual capital, which includes knowledge, skills, competencies, experience, innovations, educational level, and creativity owned by employees. structural capital consists of the entire storage of non-human knowledge, such as databases, business processes, business strategies, corporate culture, operational procedures, corporate policies, and information technology. on the other hand, relational capital is an intellectual capital component that is based on the relationship between the company and its customers, which includes marketing channels, customer relationships, supplier relationships, consumer loyalty, government and industry networks, and intermediaries or partners (roos et al., 2005 in abdullah & sofian, 2012). moreover, pulic in sudibya and restuti (2014) has introduced value added intellectual coefficient (vaic) as an intellectual capital measurement to assess the efficiency of value added as a result of the company’s intellectual capabilities (sudibya & restuti, 2014). the advantage of pulic’s method is the ease of data acquisition used in research. intellectual ability (then called vaic) shows the efficiency of how the company utilizes all their resources, physical capital, and intellectual potential. there are three company’s resources that are the main components of the vaic, which are the physical capital (value added capital employed-vaca), human capital (value added human capital vahu), and structural capital value added (stva). vaca is a ratio that shows the contribution made by each unit of the capital employed (ce) to the value-added organization. vahu is an indicator of the value-added efficiency of human capital which indicates the ability of labor to generate value for the company from the funds spent to become the workforce (ulum in sudibya & restuti, 2014). 52 journal the winners, vol. 20 no. 1, march 2019: 49-60 meanwhile, stva shows the contribution of structural capital (sc) in value creation (fajarini & firmansyah, 2012). methods the population used in this research is the property and real estate companies listed on the indonesia stock exchange in 2014-2016. the sampling technique used is the purposive sampling method that is a sampling method which done deliberately based on the certain criterion in accordance with data and information needed for research interest. the criteria in sample selection are companies belong to property and real estate sector listed in indonesia stock exchange year 2014-2016, not delisted from indonesia stock exchange during the year of research, and companies which have done ipo (initial public offering) before year of research and does not occur in the middle of the research period, the sample company has total positive equity and positive net profit during the year, and the sample company is engaged in pure property and real estate field, which is not a company with a combination of business types outside the sector. the type of research that will be conducted is quantitative research with secondary data obtained from the official website of indonesia stock exchange (www.idx.co.id), furthermore, the data obtained in the form of annual audited financial statements. the examples are statement of profit and loss, statement of financial position, and notes to the financial statements, whose data are total assets, total liabilities, total equity, net income for the current year, income, operating expenses, the number of outstanding shares and the closing price which will be processed using the statistical calculation technique. the independent variables in this research are vaca, vahu, stva, and vaic. meanwhile, the dependent variable in this research is financial performance measured by roa (return on asset), roe (return on equity), rg (revenue growth), and the company’s value as measured by using tobin’s q. the model of data analysis used in this research is multiple linear regression model that is used to determine the relationship between variables independent with the dependent variable with the form of the regression model as follows: model 1: roa = α0 + β1 vaca + β2 vahu + β3 stva + ε model 2: roe = α0 + β1 vaca + β2 vahu + β3 stva + ε model 3: rg = α0 + β1 vaca + β2 vahu + β3 stva + ε model 4: q = α0 + β1 vaca + β2 vahu + β3 stva + ε based on the background, identified problems, supporting theory and previous research, the research hypothesis are: h1a : vaic have a significant influence on roa h1b : vaic have a significant influence on roe h1c : vaic have a significant influence on rg h2a : vaca, vahu, and stva have a significant influence on roa h2b : vaca, vahu, and stva have significant influences on roe h2c : vaca, vahu, and stva have significant influences on rg h3 : vaic have significant influences on corporate values (tobin’s q) h4 : vaca, vahu, and stva have significant influences on corporate value (tobin’s q) intellectual capital effect …… (kevin deniswara, et al.) 53 results and discussions the results of the descriptive analysis of this research can be seen in table 1. descriptive analysis is used to provide an overview of research variables. measurements used in this research are mean, minimum value, maximum value, and standard deviation. table 1 descriptive analysis n minimum maximum mean median std. deviation roa 102 0,00 0,20 0,0586 0,047689 0,03848 roe 102 0,00 0,32 0,1181 0,107262 0,07032 rg 102 -0,65 1,16 0,0768 0,052278 0,26517 q 102 0,32 2,57 1,1751 1,116881 0,45782 vaca 102 0,01 0,64 0,1683 1,518727 0,09340 vahu 102 1,35 27,97 5,8505 4,782911 4,59451 stva 102 0,26 0,96 0,7292 0,780744 0,16093 vaic 102 1,66 29,21 6,7480 5,723928 4,70730 valid n (listwise) 102 sources: data processed (2018) assumption test is intended to see whether the linear regression model used for hypothesis testing has fulfilled blue (best linear unbiased estimator) assumption in making interval estimation and regression parameter test. this test is done by conducting normality test, multicollinearity test, heteroscedasticity test, and autocorrelation test against 102 research observations with financial performance proxies with return on assets, return on equity and revenue growth, as well as firm’s value projected by tobin’s q as the dependent variable. followed by, the vaic and its three components are vaca, vahu, and stva as independent variables. the result of kolmogorov-smirnov (k-s) test for the four regression models in table 2 shows that the data is normally distributed because the value of significance is more than α = 0,05; hence it can be concluded that the data is normally distributed. table 2 summary of normality test result (kolmogorov-smirnov test) no regression model kolmogorovsmirnov z significance value k-s data distribution 1 roa = α + β1 vaca + β2 vahu + β3 stva + ε 0,803 0,540 normal 2 roe = α + β1 vaca + β2 vahu + β3 stva + ε 0,823 0,508 normal 3 rg = α + β1 vaca + β2 vahu + β3 stva + ε 1,134 0,153 normal 4 q = α + β1 vaca + β2 vahu + β3 stva + ε 0,727 0,667 normal sources: data processed (2018) based on table 3 the result of multicollinearity test shows that a tolerance value greater than 0,1 and a vif (variance inflation factor) value of less than 10, thus indicating that there is no multicollinearity among independent variables, i.e. vaca, vahu, and stva in a multiple linear regression model. 54 journal the winners, vol. 20 no. 1, march 2019: 49-60 table 3 summary of multicollinearities test result on model regression multiple linier model collinearity statistics tolerance vif (constant) 1 vaca1 0,839 1,193 vahu1 0,220 4,553 stva1 0,231 4,321 source: data processed (2018) table 4 summary of heteroskedasticities (glesjer test) result regression model dependent variable independent variable significance value variance 1 roa vaca 0,272 homogeneous vahu 0,657 homogeneous stva 0,488 homogeneous 2 roe vaca 0,692 homogeneous vahu 0,888 homogeneous stva 0,710 homogeneous 3 rg vaca 0,954 homogeneous vahu 0,805 homogeneous stva 0,859 homogeneous 4 q vaca 0,262 homogeneous vahu 0,853 homogeneous stva 0,986 homogeneous sources: data processed (2018) from all results of heteroskedasticity test which have been done, authors can conclude that there is no uniformity of variance in the regression model from one observation’s residual to other observation, in the other word the variance is homogeneous. table 5 summary of autocorrelation (durbin-watson test) result no regression model durbin watson autocorrelation 1 roa = α + β1 vaca + β2 vahu + β3 stva + ε 1,97 no correlation 2 roe = α + β1 vaca + β2 vahu + β3 stva + ε 2,04 no correlation 3 rg = α + β1 vaca + β2 vahu + β3 stva + ε 2,00 no correlation 4 q = α + β1 vaca + β2 vahu + β3 stva + ε 1,93 no correlation sources: data processed (2018) from all results of heteroskedasticity test, it can be concluded that in the linear regression model, there is no correlation between errors in t period with disturbance error in period t-1 or previous period. intellectual capital effect …… (kevin deniswara, et al.) 55 according to ghozali (2013), the statistical t-test basically shows the extent of the influence of one independent variable individually in explaining the dependent variable. the testing is conducting by using a significant level of 0,05 (α = 5%). table 6 summary of the t-statistical test result regression model dependent variable independent variable significance value impact 1 roa vaic 0,000 significant 2 roe vaic 0,000 significant 3 rg vaic 0,134 insignificant 4 q vaic 0,000 significant 5 roa vaca 0,000 significant vahu 0,680 insignificant stva 0,121 insignificant 6 roe vaca 0,000 significant vahu 0,421 insignificant stva 0,099 insignificant 7 rg vaca 0,064 insignificant vahu 0,323 insignificant stva 0,623 insignificant 8 q vaca 0,000 significant vahu 0,488 insignificant stva 0,554 insignificant sources: data processed (2018) according to ghozali (2013), f statistical test basically shows whether all independent variable that included in the model has a joint effect on the dependent variable. table 7 summary of f statistic test result regression model significance value impact roa = α + β1 vaca + β2 vahu + β3 stva + ε 0,00 significant roe = α + β1 vaca + β2 vahu + β3 stva + ε 0,00 significant rg = α + β1 vaca + β2 vahu + β3 stva + ε 0,99 insignificant q = α + β1 vaca + β2 vahu + β3 stva + ε 0,00 significant sources: data processed (2018) the determinant coefficient test (adjusted r2) is used to measure the extent of the capability of the model in explaining the variation of bound variables (ghozali, 2013). the small adjusted value of r2 indicates that the capability of independent variables is limited in explaining the variation of independent variables. a value close to one means the independent variables provide almost all the information needed to predict the variation of the dependent variable. 56 journal the winners, vol. 20 no. 1, march 2019: 49-60 table 8 summary of coefficients determination test result no regression model adj. r2 1 roa = α + β1 vaca + β2 vahu + β3 stva + ε 74,6% 2 roe = α + β1 vaca + β2 vahu + β3 stva + ε 739% 3 rg = α + β1 vaca + β2 vahu + β3 stva + ε 5,3% 4 q = α + β1 vaca + β2 vahu + β3 stva + ε 33,1% sources: data processed (2018) table 8 shows a summary of the coefficient determination test result that measures the extent of the capability of the linear regression model in describing the variation of the dependent variable. it shows that regression model 1 has an adjusted value of r2 of 74,6%, which indicates that 74,6% of the value of roa can be explained by independent variables in the regression model. furthermore, the regression model 2-4 has an adjusted r2 of 73,9%, 5,3%, and 33,1%, respectively, indicating that 73,9% of the roe value, 5,3% of rg, and 33,1% of tobin’s q values are capable to be explained by independent variables, which are vaca, vahu, stva. h1a is when the vaic has a significant effect on roa. based on the results of f test in table 7, it can be concluded that the vaic as a whole, which are vaca, vahu, and stva simultaneously have a significant effect on roa. it is indicated through the significance value of 0,00 smaller or less than α = 0,05 that is 0,00; therefore, h0 is rejected and h1a accepted. the result of this hypothesis testing is in accordance with research conducted by chen, cheng, and hwang (2005); ulum, ghozali, and chariri (2008); and fajarini and firmansyah (2012), which indicates that intellectual capital has a positive effect on the profitability of companies proxied by roa. so it can be concluded that this research is also aligned with the stakeholder theory which explains that the better management in managing the resources within the company, the more effective and efficient ic utilization are able to drive the performance of the company (herdyanto & nasir, 2013). in addition, the result also aligns with the resource-based theory, which explains that the good ic management as a company resource will create added value that affects the financial performance, in this case, the return on assets of the company. h1b is when the vaic has a significant effect on roe. based on the results of f test in table 7, it can be concluded that the vaic as a whole, which are vaca, vahu, stva have a significant effect on roe which is indicated through significance value of 0,00 smaller or less than α = 0,05, therefore, that h0 is rejected and h1b accepted. the result of this research aligns with the research conducted by chen, cheng, and hwang (2005); and thaib (2007), which show the use of intellectual capital has an effect on the increase of roe of the company. this result is also aligned with the research conducted by sunarsih and mendra (2012); and sudibya and restuti (2014) that show ic has a positive effect on financial performance. h1c is when the vaic has a significant effect on rg. based on the results of f test in table 7, it can be concluded that the vaic as a whole, which are vaca, vahu, and stva have a significant effect on rg that is shown by significance value of 0,99 is bigger or less than α = 0,05; therefore, h0 accepted. it indicates that collectively in forming vaic, vaca, vahu, and stva do not have influence significantly to rg as a dependent variable in the sample of property and real estate company. this research is not in line with the results of the research conducted by chen, cheng, and hwang (2005) that proves the intellectual capital (vaic) affects the growth of corporate earnings, which indicates that the management of intellectual capital is able to boost the level of sales, which eventually will increase revenue growth. intellectual capital effect …… (kevin deniswara, et al.) 57 h2a is where the vaca, vahu, and stva have a significant effect on roa. based on table 6, the result of statistical test t on the regression model shows that vaca individually has a significant effect to roa which is indicated through vaca significance value of 0,00 that is less than α = 0,05; therefore, h0 is rejected. it is indicated that vaca as an independent variable individually has a significant influence on roa as a dependent variable. then, the vahu and stva individually do not significantly affect the roa that is shown through the value of vahu and stva significance greater than α = 0,05 that is respectively 0,680 and 0,121; therefore, h0 is accepted. this is indicated that vahu and stva individually do not affect the significant effect on roa. h2b is when the vaca, vahu, and stva have a significant effect on roe. based on table 6, the result of statistical test t on the regression model shows that vaca individually has significance to roe that is shown through vaca significance value of 0,00 is less than α = 0,05; therefore, h0 is rejected. this is indicated that vaca individually has significant influence against roe. furthermore, vahu and stva individually do not significantly affect the roe that is shown through the vahu and stva significance values greater than α = 0,05 that are 0,421 and 0,099 respectively, therefore, h0 is accepted. this is indicated that the independent variables individually do not affect the significant influence on the dependent variable on the sample company property and real estate. h2c is when the vaca, vahu, and stva have a significant effect on rg. based on table 6, the t-test results show that vaca, vahu, and stva individually have no significant effect on rg, which is shown through significance value of vaca, vahu, and stva of 0,064; 0,323; and 0,623 are greater than α = 0,05; therefore h0 is accepted and h2c is rejected. it is indicated that the independent variable individually does not have a significant influence on the dependent variable. this research is in line with the results of putri and purwanto’s (2013) research that shows the vaca, vahu, and stva individually do not affect the rg in the sample of the property and real estate companies. h3 is when vaic has a significant effect on corporate value (tobin’s q). based on the results of f test in table 7, it can be concluded that the vaic as a whole, which are vaca, vahu, stva simultaneous have significant effect on tobin’s q which is shown through the value of significance of 0,00 smaller or less than α = 0,05, therefore h0 is rejected and h3 is accepted. it is indicated that vaca, vahu, and stva together in forming vaic have a significant influence on the value of the company as a dependent variable on the sample of property and real estate companies. the results of this research is in line with the results of research conducted by chen, cheng, and hwang (2005) and sudibya and restuti (2014), that shows vaic has significant influence to company value, however, it is inconsistent with the result of research conducted by sunarsih and mendra (2012). the results of this research are supported by edvinsson and malone’s (1997) opinion that has stated companies that are capable in utilizing their intellectual capital efficiently, will increase their market; hence it can be concluded that the sample of property and real estate companies have been utilizing the ic efficiently. h4 is when the vaca, vahu, and stva have a significant effect on corporate value (tobin’s q). based on table 6, the t-test results indicate that vaca individually has significant influences on tobin’s q, which is indicated through the value of vaca significance of 0,00 is less than α = 0,05; therefore, h0 is rejected. it is indicated that the independent variable individually has a significant influence on the dependent variable. then, vahu and stva individually have no significant effect on tobin’s q, which is indicated through the vahu and stva significance value of 0,488 and 0,554 greater than α = 0,05, therefore, h0 is accepted. it is indicated that the independent variable individually does not significantly affect the dependent variable on the sample of property and real estate companies. 58 journal the winners, vol. 20 no. 1, march 2019: 49-60 conclusions based on the hypothesis test result, intellectual capital measured by vaic has a significant influence on financial performance, especially to roa and roe, whereas vaic does not have a significant effect on rg in the property and real estate sector. this is indicated that the company’s ability to generate profits with total assets and total equity owned by the company will increase if the company can manage and utilize ic resources well. however, rg is not affected by the efficiency of good corporate ic management. the results of the hypothesis test of the three vaic components measured by vaca, vahu, and stva shows that only vaca has significant effects on the financial performance of roa and roe. this indicates that the sample of the property and real estate sector companies has utilized the available funds (capital employed) that they have properly, hence it is able to improve the financial performance of roa and roe. the three vaic components have no significant effect on the rg so it can be concluded that the management of the three components of intellectual capital does not affect the growth of income of the sample property and real estate companies. furthermore, the test results indicate that the vaic significantly influence the value of the company (tobin’s q), so it can be concluded that the management and utilization of intellectual capital is better than the higher the value added created by the company to encourage the increase of corporate value in the sample of property and real estate companies. however, the test results that conducted to all three vaic components show that only vaca has a significant effect on the firm’s value, while vahu and stva have no significant effect on the firm’s value. returning to the purpose of this research to identify whether ics in the property and real estate sectors are an important part that drives the company’s financial performance and value, it can be concluded that the property and real estate sectors are experiencing a slowdown over the course of the research period. it is occurred due to the firms prioritize the management and efficiency of available capital (capital-employed) funds rather than efficiency in the utilization of human capital and structural capital. however, it cannot be said that the company does not perform any management for human resources and structural capital, because when it is viewed as a whole, vaic can affect the financial performance and value of the company. moreover, good management of human resources and structural capital should be improved so that it does not emphasize the efficiency of available funds (capital employed). along with good human resource management, employee’s skills, competencies, creativity, and innovation can contribute to value creation which supported by good structural capital management of information systems, procedures, management strategies, and organizational culture that can support employee efforts to execute optimal performance, which eventually provide added value to the company. according to the results of this research, there are some suggestions to improve future research, which are: the research should use the solid and non-solid enterprise classification of intellectual capital (ic). therefore the future research could identify and compare whether intellectual capital is useful and affect the financial performance and firm’s value in solid and non-solid ic company. furthermore, the suggestion for the management of the property and real estate companies is to utilize the intellectual capital they owned as a whole and try to manage the efficiency of the three components of the intellectual capital. this is intended so that in the tight competition in the property and real estate sector, which have weakened before, companies can create added value so that it can compete in their business activities that can boost the improvement in financial performance and corporate value which is the main goal of each company. intellectual capital effect …… (kevin deniswara, et al.) 59 references abdullah, d., & sofian, s. 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(rosinta ria panggabean; dkk) 123 corporate social reporting: a comprehensive picture of indonesian mining companies rosinta ria panggabean; nuraini sari; lidiyawati; evi steelyana faculty of economics and communication, bina nusantara university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 ria2311@yahoo.com; nsari@binus.edu; lidiyawati@binus.ac.id; evi.wiyarto@gmail.com abstract recently, stakeholders demand that csr reporting of a company provides social and environmental information as well as the financial information reported in financial statement. this research questioned whether csr reporting of indonesian mining companies may be regarded as a mechanism which social and environmental accountability are discharged. the purpose of this research is to provide a content analysis framework and information on the comprehensiveness of corporate social responsibility (csr) reporting of indonesian mining companies. the methodology used is content analysis method by a framework derived from gri g3.1 guidelines. comprehensive reporting contains three types of information for each disclosed csr item: (i) vision and goals, (ii) management approach, and (iii) performance indicator. the framework was used to assess the comprehensiveness of csr report by analyzing the 2012 financial reports and annual reports of indonesian listed mining companies. the content analysis of csr reporting of the listed mining companies in indonesia shows a low level of comprehensive reporting. this finding agrees those of prior studies on the completeness of csr reporting and adds to the debate regarding whether csr reporting of indonesian mining companies can be considered a mechanism for discharging social and environmental accountability. keywords: accountability, csr, gri, social and environmental reporting abstrak saat ini pelaporan csr suatu perusahaan yang menyediakan informasi sosial maupun lingkungan semakin dibutuhkan oleh para pemangku kepentingan, disamping informasi keuangan yang disajikan dalam laporan keuangan. penelitian ini ingin mengetahui apakah pelaporan csr pada perusahaan pertambangan di indonesia dapat dianggap sebagai suatu mekanisme pengungkapan akuntabilitas sosial dan lingkungan. tujuan penelitian ini adalah untuk menyediakan suatu kerangka kerja analisa isi dan informasi mengenai kelengkapan dari pelaporan csr pada perusahaan pertambangan di indonesia. metodologi penelitian yang digunakan adalah metode analisa isi dengan kerangka kerja yang disusun berdasarkan gri g3.1 guidelines. pelaporan menyeluruh mencakup tiga jenis informasi untuk setiap item csr yang diungkapkan: (i) visi dan tujuan, (ii) pendekatan manajemen, dan (iii) indikator kinerja. kerangka kerja digunakan untuk mengetahui kelengkapan dari laporan csr dengan menganalisa laporan keuangan tahun 2012 beserta laporan tahunannya dari perusahaan pertambangan indonesia yang terdaftar di bursa. analisa isi dari pelaporan csr perusahaan tambang indonesia menunjukkan tingkat pelaporan menyeluruh yang rendah. temuan ini sesuai dengan studi sebelumnya mengenai kelengkapan pelaporan csr dan berkontribusi dalam pembahasan apakah pelaporan csr pada perusahaan pertambangan di indonesia dapat dianggap sebagai suatu mekanisme pengungkapan akuntabilitas sosial dan lingkungan. kata kunci: akuntabilitas, csr, gri, pelaporan sosial dan lingkungan mailto:ria2311@yahoo.com; mailto:nsari@binus.edu; mailto:lidiyawati@binus.ac.id; mailto:evi.wiyarto@gmail.com 124 journal the winners, vol. 15 no. 2, september 2014: 123-139 introduction corporate social responsibility (csr) is a concept that has changed worldwide perspective that the aspect of social and environmental accountability also provides information regarding the values, objectives and quantified targets of a company. the concept of csr is relatively new among the companies in indonesia. csr report provides significant information to the stakeholders to make a decision as well as the financial information reported in financial statement. however, the previous studies have revealed that it is highly doubtful that current csr reporting provides a fair view of a company’s csr performance to the stakeholders. this doubt mainly originates from the fact that the companies predominantly provide narrative csr information, which usually was tailored to manage public impression (adams, et al., 1995). comprehensive reporting requires three information types to be provided for each disclosed csr item: (i) vision and goals (vg); (ii) management approach (ma); and performance indicator (pi) (bouten et al., 2011). comprehensive reporting is a condition that needs to be fulfilled to obtain accountability (adams, 2004). the comprehensiveness of csr reporting can be captured not only by (i) the disclosed csr items but also (ii) the accompanying information types (vg, ma, and pi) (bouten, et al., 2011). to assess the framework and obtain the information on the comprehensiveness of csr reporting is conducted by analyzing and 2012 annual reports of 31 indonesian listed mining companies. the main reason for choosing the sample is, to our knowledge, there are still few literature and studies regarding csr in indonesia and mainly focused on larger companies (crane, et al., 2008). then, we selected 2012 annual reports for analysis because these reports were the most recently available data in indonesia. theoretical framework responsibility reporting is a part of a firm’s communication tools in order to decrease information asymmetry between managers and investors and in order to produce a more precise market valuation of a firm (niskala & schadewitz, 2010). for the firm the environmental information that’s given to stakeholder is attempt to communicate the performance of management in achieving long-run corporate benefits, such as improved financial performance, increased competitive advantage, profit maximization, and the long-term success of the firm (nigel et al. 2005). size and industry membership affect the amount of csr disclosure, disclosures of all csr issues are affected by their visibility, shareholder structure, and relationship with their us stakeholders (gamerschlag, moeller, & verbeeten, 2010). the sarbanes-oxley act of 2002 (the act) was reinforcing corporate accountability and professional responsibility in order to restore investor confidence in corporate america (rezaee & jain, 2005). much research question is whether current reporting practices truly reflect corporate social and environmental behavior (unerman, 2000). underlying dilemmas and complexities for managers in dealing with accountability to shareholders and stakeholders, and the role of auditors, are indicated. as those, reports should provide objective information that allows stakeholders to make a reliable estimate of the organization’s social and environmental performance (gray, 2006). to further the correspondence between reporting and actual performance, several prior studies have suggested a form of csr reporting, which we will call comprehensive reporting. according to robertson and nicholson (1996), the ‘ideal model’ of csr disclosure combines three hierarchical disclosure levels to close the gap between rhetoric and action. these disclosure levels are (i) ‘general rhetoric’, which covers the corporate recognition of the value of csr; (ii) ‘specific endeavour’, which consists of csr activities and (iii) ‘implementation and monitoring’ of csr programs. companies that publicly set targets and report on their progress made have reached this level. adams (2004) argues that one condition for the discharging of accountability is that companies provide clear statements of values, objectives and targets against which they report. overall, prior studies suggest that csr reporting should not only provide statements of commitments but should also elaborate on corporate social reporting..... (rosinta ria panggabean; dkk) 125 the fulfillment of these commitments and the achieved outcomes. such reporting furthers the discharging of social and environmental accountability because it enables stakeholders to gain an overall understanding of a company’s social and environmental performance. because csr reporting is considered an important mechanism through which companies can account for their social and environmental policies and performance to a variety of stakeholders, many empirical research studies have analyzed the content of corporate reports for disclosures with respect to one or more categories of social and environmental matters (unerman, 2000). according to beck, campbell, and shrives (2010), these studies could be used to assess the completeness of reporting, i.e., the number of items disclosed. however, in order to serve as a valuable tool for assessing the level of accountability, a content analysis must also capture the information types provided. guthrie, cuganesan, ward (2008) have argued that a sense of quality can be gained from whether the statement about an item is declarative, monetary quantitative or non-monetary quantitative. overall, these studies reveal a distinct lack of specificity in the disclosed information, indicating that csr reporting is typically vague. nevertheless, based on these studies, it remains impossible to judge whether companies mainly elaborate on aims and intentions or on real actions taken. research method this study uses a study conducted by bouten (bouten et al., 2011) as a reference, so that the stages of the following research methods derived from the study of bouten. in addition to explaining the developed content analysis framework, this paper aims to illustrate the application of the framework by analyzing the disclosures of indonesian listed mining companies. each company’s 2012 financial reports and annual reports were used as the basis of analysis because; the financial report and annual report play an important role in the accountability-discharge activity of companies. the reasons are because they are widely distributed and usually available on the company’s website and because they are considered as the most important tools used by companies to communicate with their stakeholders (neu et al., 1998). in year 2012 the indonesian government issued a decree no.47 year 2012 on environmental and social responsibility (csr), which expressly stated therein liability of any kind of company to include csr reporting in the statement of the general meeting of shareholders of each. we focused on publicly traded mining companies, as they are more likely to disclose csr information (branco & rodrigues, 2008). there are 31 listed companies and we take 13 as the sample. the publicly traded mining companies were attributed to industry’s sub sectors according to profile of listed companies in indonesia stock exchange website. the list of the sample is below. table 1 list of sample sub sectors: share codes: coal mining arii atpk byan dewa gtbo crude petroleum & natural gas production bipi land/stone quarrying ctth metal & mineral mining antm asia inco psab smru tins source: data processing result 126 journal the winners, vol. 15 no. 2, september 2014: 123-139 to assess the level of comprehensive reporting, a content analysis framework was developed. content analysis can be defined as a method of codifying text into different groups depending on selected criteria (weber, 1990). this method has been frequently used to understand and describe the patterns in csr reporting (guthrie &abeysekera, 2006). as illustrated in figure 1 the coding structure (see appendix), the coding structure consists of two dimensions: (i) content and (ii) information types. the first dimension consists of two levels: (i) areas and (ii) items. the coding structure has the form of a coding tree. the coder first decides on the area of disclosure, then on the item of disclosure and finally on the information type. following krippendorff (2004), a coding structure in the form of a decision tree has the following advantages: (i) criteria confusion is minimized, (ii) decision schemes can drastically reduce large numbers of alternatives, (iii) decision schemes can prevent unreliability due to categories being defined on different levels of generality or that overlap in meaning and (iv) when recording involves several dimensions of judgment, decision schemes offer coders the opportunity to determine each one separately. although no consensus exists on what csr reporting means (guthrie, et al., 2008), appropriate content analysis demands that the coding structure is derived from shared meanings (beattie & thomson, 2007). therefore, the global reporting initiative’s (gri) sustainability reporting guidelines (version 3.1) served as an appropriate starting point for the development of the coding structure because the gri framework is global, has international acceptance (farneti & guthrie, 2009), is considered a rigorous framework for the application of triple bottom line reporting (lamberton, 2005) and was drafted by a wide variety of experts after stakeholder consultation (reynolds &yuthas, 2008). furthermore, the gri guidelines are readily available on the gri’s website. these guidelines are intended for all types of companies, allowing for the derived coding structure to be used for different industries (willis, 2003). although the gri has developed sector supplements for a few industries, the gri still considers these guidelines to be the cornerstone of the gri sustainability reporting structure. these guidelines outline the core content for reporting and are relevant to all organizations, regardless of their size, sector or location. they form the foundation upon which all other gri reporting guidance is based (www.globalreporting.org). finally, the gri guidelines provide a structured overview of the base content of csr reporting. the base content is divided into six areas (economic, environment, human rights, labor practices and decent work, product responsibility, and society) and several items (see figure 2 the gri g3.1 as reference for the dimension content in appendix). this approach adds directly to the transparency and replicability of the content analysis because other researchers can also use these guidelines to determine which area and item a disclosure belongs to. the gri suggests that a company should provide different information types (strategy and profile, management approach and performance indicators) when it discloses a csr item. however, these categories are not clearly defined. therefore, the second dimension distinguishes between three information types, based on the work of vuontisjärvi (2006). vision and goals (vg), in line with vuontisjärvi (2006), this category includes disclosures that provide information on stated aims or values. this category thus covers corporate recognition of the values of csr (e.g., striving for a reduction in energy consumption. management approach (ma), similar to vuontisjärvi (2006), this category covers how the company addresses a given csr issue by describing the action or practice adopted, and it corresponds to the second level, ‘specific endeavour’, of robertson and nicholson’s (1996) hierarchy. performance indicators (pi), similar to vuontisjärvi (2006), this category reflects actual csr achievements by providing quantitative measures of csr performance. this study adds a table for content analysis framework that is not contained in the article bouten, which is in appendix table 2 the gri g3.1 as reference for the dimension information http://www.globalreporting.org). corporate social reporting..... (rosinta ria panggabean; dkk) 127 types. the addition is intended to simplify the process of coding. identifying and quantifying csr disclosures; before verifying the presence of an item and the disclosure type, it was necessary to read each report to identify and code every sentence that contained csr information by assigning a content and information type label to it. in line with most social and environmental content analyses, the sentence was thus used as the unit of analysis (guthrie, et al., 2008). level of comprehensive csr reporting; the main contribution of the content analysis framework is that it assesses the comprehensiveness of csr reporting by verifying whether a company releases information on vg, ma and pi concerning a specific csr item. based on this information, a measure for the level of comprehensive csr reporting can be constructed as follows: number of items for which all 3 information types (vg, ma, pi) are disclosed level of comprehensive reporting = ______________________________________________________________ number of items reported by the company the level of comprehensive reporting reveals the extent to which a company discloses all three information types for the items they report on. results and discussion this section describes the results of the application of the content analysis to the 2012 financial reports and annual reports of 13 indonesian listed mining firms and illustrates the feasibility of the developed framework to answer a variety of research questions. panel a of table 3 main characteristics of csr reporting in indonesia illustrates that the all of the 13indonesian listed mining companies (100.0%) elaborate on at least one item in the economic area. furthermore, more than half of the companies (53.8%) provide some environmental and labor information. slightly more than onethird of companies (38.5%) disclose some society and human rights information. slightly less than one-third of companies (30.8%) disclose some product responsibility information. these findings confirm that indonesian mining companies tend to focus on the economic aspect of csr. overall, 13 companies (100.0%) disclose some information on at least one csr item. because the focus of this section is on assessing the level of comprehensive csr reporting, which is the main contribution of the content analysis framework, the remainder of the results section will focus on the 13 disclosing companies. the last column in panel b of table 3 shows that, in total, 163 items are disclosed by the 13 reporting companies. furthermore, panel b illustrates that only 8.0% of all items are covered by a ma disclosure, while 65.0% of all items are covered by a vg disclosure. about 33.1% of the items is a pi provided. column a in table 4 overview of the level of comprehensive reporting (a) and level of cooccurrence of the qualitative information types (b) illustrates that, for almost all of the disclosing companies (92.3%), the level of comprehensive reporting is zero because they fail to provide all three information types for at least one reported item. for only one company, the level of comprehensive reporting is greater than zero but smaller than or equal to 0.1. column b in table 4 overview of the level of comprehensive reporting (a) and level of co-occurrence of the qualitative information types (b) describes the level of co-occurrence of the narrative categories – vg and ma. even so, more than 80% of the reporting companies fail to provide both information types for at least one of their disclosed items. for only 2 companies, the level of co-occurrence is greater than zero but smaller than 0.1. the findings raise the question: do the isolated disclosures inform the stakeholders on aims and intentions or on specific actions? in total, 163 separate csr items are disclosed by the 13 disclosing companies. table 5 overview of the information types and their combinations in total and per area shows the information types in which these items are covered. as such, table 5 overview of the information types and their combinations in total and per area answers the second question by illustrating that isolated disclosures mostly inform the stakeholders on specific actions because 5.5% of the total number of items disclosed 128 journal the winners, vol. 15 no. 2, september 2014: 123-139 by all reporting companies are only covered by a ma disclosure; ‘isolated’ vg disclosures occur more than ten times as often (60.1%). by illustrating that the frequency of the information types and their combinations are different, table 5 overview of the information types and their combinations in total and per area shows that the level of comprehensive reporting is very low. more specifically, only in the area of economic is one (3.8%) of the disclosed items covered by all three information types. to reveal whether the preferred information types differ between the items, table 6 overview of information types and their combinations per item reports (i) the number of companies that report on a certain item and (ii) how these companies disclose that item, i.e., by providing all three information types, two information types, or only one information type. table 6 overview of information types and their combinations per item confirms that economic performance item is typically only covered by pi disclosures (69.2%). nearly all environmental items are mostly covered only by vg disclosures. most disclosing companies provide only vg disclosures regarding the items about labor practices and decent work performance. none of the companies reveal all three information types on one or more items in the areas of human rights, product responsibility and society. most companies report only vg information on the human rights, society and product responsibility items they disclose. conclusion although the content analysis framework developed through this research can be used to assess the completeness and comprehensiveness of reporting csr and various other research questions, it is necessary to discuss the limitations that may provide opportunities for future research. first, this study did not evaluate the overall quality of disclosures, nor did it determine the credibility of disclosures. thus, this study focused only on the two terms of accountability, i.e., completeness and comprehensiveness. this focus means that even though the company reported all three types of information, disclosure can still be chosen to reflect on the good things the company concerned. future research could be conducted to determine whether there is a relationship between a comprehensive reporting and csr performance. second, in this study, a number of items is used to obtain an indication of csr disclosure completeness. but, csr items included in the analysis cannot be considered a complete list of items that must be reported by the company. instead, it is a list of csr items, which according to the gri guidelines contains items that can be disclosed by each company. some items that may be relevant to a particular company may not be listed in the proposed disclosure. completeness of reporting can only be assessed by considering the supporting evidence of user information. by using survey research in detail and in-depth interviews, future research may (i) examine the demanded detailed information from various stakeholders and (ii) study the extent to which these stakeholders feel their information needs are met. references adams, c. a. 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(2003). the role of the global reporting initiative’s sustainability reporting guidelines in the social screening of investments. journal of business ethics, 43(3), 233–237. 130 journal the winners, vol. 15 no. 2, september 2014: 123-139 appendix dimension 1: content dimension 2: information types figure 1 the coding structure areas items economic  economic performance  market presence  indirect economic impacts environmental performance  materials  energy  water  biodiversity  emissions, effluents and waste  products and services  compliance  transport  overall labor practices and decent work performance  employment  labor / management relations  occupational health and safety  training and education  diversity and equal opportunity  equal remunerator for women and men human rights  investment and procurement practices  non-discrimination  freedom of association and collective bargaining  child labor  forced and compulsory labor  security practices  indigenous rights  assessment  remediation society  local communities  corruption  public policy  anti-competitive behavior  compliance product responsibility  customer health and safety  product and service labeling  marketing communications  customer privacy  compliance figure 2 the gri g3.1 as reference for the dimension content level 1: areas level 2: items economic environmental performance human rights labor practices and decent work product responsibility society employment labor / management relations occupational health and safety training and education diversity and equal opportunity equal remunerator for women and men vg ma vg ma pi ma pi pi vg corporate social reporting..... (rosinta ria panggabean; dkk) 131 table 2 the gri g3.1 as reference for the dimension information types items information types component economic performance vg goals policy ma additional contextual information pi ec 1 direct economic value generated and distributed, including revenues, operating costs, employee compensation, donations and other community investments, retained earnings, and payments to capital providers and governments. ec 2 financial implications and other risks and opportunities for the organization’s activities due to climate change. ec 3 coverage of the organization’s defined benefit plan obligations. ec 4 significant financial assistance received from government. market presence vg goals policy ma additional contextual information pi ec 5 range of ratios of standard entry level wage by gender compared to local minimum wage at significant locations of operation. ec 6 policy, practices, and proportion of spending on locally-based suppliers at significant locations of operations ec 7 procedures for local hiring and proportion of senior management hired from the local community at significant locations of operations indirect economic impacts vg goals policy ma additional contextual information pi ec 8 development and impact of infrastructure investment and services provided primarily for public benefit through commercial, in-kind or pro bono engagement. ec 9 understanding and describing significant indirect economic impact, including the extent of impacts. og 1 volume and type of estimated proved reserves and production. materials vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 1 materials used by weight or volume. en 2 percentage of materials used that are recycled input materials. energy vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 3 direct energy consumption by primary energy source. og 2 total amount invested in renewable energy. og 3 total amount of renewable energy generated by source. en 4 indirect energy consumption by primary source. en 5 energy saved due to conservation and efficiency improvements. en 6 initiatives to provide energy-efficient or renewable energy based products and services, and reductions in energy requirements as a result of these initiatives. en 7 initiatives to reduce indirect energy consumption and reductions achieved. water vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 8 total water withdrawal by source. en 9 water sources significantly affected by withdrawal of water. en 10 percentage and total volume of water recycled and reused. 132 journal the winners, vol. 15 no. 2, september 2014: 123-139 table 2 the gri g3.1 as reference for the dimension information types (continued) items information types component biodiversity vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 11 location and size of land owned, leased, managed in, or adjacent to, protected areas and areas of high biodiversity value outside protected areas. en 12 description of significant impacts of activities, products, and services on biodiversity in protected areas and areas of high biodiversity value outside protected areas. mm 1 amount of land (owned or leased, and managed for production activities or extractive use) disturbed or rehabilitated. en 13 habitats protected or restored. en 14 strategies, current actions, and future plans for managing impacts on biodiversity. og 4 number and percentage of significant operating sites in which biodiversity risk has been assessed and monitored. mm 2 the number and percentage of total sites identified as requiring biodiversity management plans according to stated criteria, and the number (percentage) of those sites with plans in place. en 15 number of iucn red list species and national conservation list species with habitats in areas affected by operations, by level of extinction risk. emissions, effluents and waste vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 16 total direct and indirect greenhouse gas emissions by weight. en 17 other relevant indirect greenhouse gas emissions by weight. en 18 initiatives to reduce greenhouse gas emissions and reductions achieved. en 19 emissions of ozone-depleting substances by weight. en 20 no, so, and other significant air emissions by type and weight. en 21 total water discharge by quality and destination. og 5 volume and disposal of formation or produced water. en 22 total weight of waste by type and disposal method. mm 3 total amounts of overburden, rock, tailings, and sludges and their associated risks. en 23 total number and volume of significant spills. og 6 volume of flared and vented hydrocarbon. og 7 amount of drilling waste (drill mud and cuttings) and strategies for treatment and disposal. en 24 weight of transported, imported, exported, or treated waste deemed hazardous under the terms of the basel convention annex i, ii, iii, and viii, and percentage of transported waste shipped internationally. en 25 identity, size, protected status, and biodiversity value of water bodies and related habitats significantly affected by the reporting organization’s discharges of water and runoff. product and services vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 26 initiatives to mitigate environmental impacts of products and services, and extent of impact mitigation. og 8 benzene, lead and sulfur content in fuels. percentage of products sold and their packaging materials that are reclaimed by category. en 27 percentage of products sold and their packaging materials that are reclaimed by category. compliance vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 28 monetary value of significant fines and total number of non-monetary sanctions for noncompliance with environmental laws and regulations. corporate social reporting..... (rosinta ria panggabean; dkk) 133 table 2 the gri g3.1 as reference for the dimension information types (continued) items information types component transport vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 29 significant environmental impacts of transporting products and other goods and materials used for the organization’s operations, and transporting members of the workforce. overall vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi en 30 total environmental protection expenditures and investments by type. employment vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi la 1 total workforce by employment type, employment contract, and region, broken down by gender. la 2 total number and rate of new employee hires and employee turnover by age group, gender, and region. la 3 benefits provided to full-time employees that are not provided to temporary or part-time employees, by significant locations of operation. la 15 return to work and retention rates after parental leave, by gender. labor/manag ement relations vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi la 4 percentage of employees covered by collective bargaining agreements. la 5 minimum notice period(s) regarding operational changes, including whether it is specified in collective agreements. mm 4 number of strikes and lock-outs exceeding one week’s duration, by country occupational health and safety vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi la 6 percentage of total workforce represented in formal joint management–worker health and safety committees that help monitor and advice on occupational health and safety programs. la 7 rates of injury, occupational diseases, lost days, and absenteeism, and total number of work-related fatalities, by region and by gender. la 8 education, training, counseling, prevention, and risk-control programs in place to assist workforce members, their families, or community members regarding serious diseases. la 9 health and safety topics covered in formal agreements with trade unions. training and education vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi la 10 average hours of training per year per employee by gender, and by employee category. la 11 programs for skills management and lifelong learning that support the continued employability of employees and assist them in managing career endings. la 12 percentage of employees receiving regular performance and career development reviews, by gender. 134 journal the winners, vol. 15 no. 2, september 2014: 123-139 table 2 the gri g3.1 as reference for the dimension information types (continued) items information types component diversity and equal opportunity vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi la 13 composition of governance bodies and breakdown of employees per employee category according to gender, age group, minority group membership, and other, indicators of diversity. equal remunerator for women and men vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi la 14 ratio of basic salary and remuneration of women to men by employee category, by significant locations of operation. investment and procurement practices vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 1 percentage and total number of significant investment agreements and contracts that include clauses incorporating human rights concerns or that have undergone human rights screening. hr 2 percentage of significant suppliers, contractors, and other business partners that have undergone human rights screening, and actions taken. hr 3 total hours of employee training on policies and procedures concerning aspects of human rights that are relevant to operations, including the percentage of employees trained. nondiscrimination vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 4 total number of incidents of discrimination and corrective actions taken. freedom of association and collective bargaining vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 5 operations and significant suppliers identified in which the right to exercise freedom of association or collective bargaining may be violated or at significant risk, and actions taken to support these rights. child labor vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 6 operations and significant suppliers identified as having significant risk for incidents of child labor, and measures taken to contribute to the effective abolition of child labor. corporate social reporting..... (rosinta ria panggabean; dkk) 135 table 2 the gri g3.1 as reference for the dimension information types (continued) items information types component forced and compulsory labor vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 7 operations and significant suppliers identified as having significant risk for incidents of forced or compulsory labor, and measures taken to contribute to the elimination of all forms of forced or compulsory labor. security practises vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 8 percentage of security personnel trained in the organization’s policies or procedures concerning aspects of human rights that are relevant to operations. mm 5 total number of operations taking place in or adjacent to indigenous peoples’ territories, and number and percentage of operations or sites where there are formal agreements with indigenous peoples’ communities. indigenous rights vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 9 total number of incidents of violations involving rights of indigenous people and actions taken. og 9 operations where indigenous communities are present or affected by activities and where specific engagement strategies are in place. assessment vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 10 percentage and total number of operations that have been subject to human rights reviews and/or impact assessments. remediation vg goals policy ma organizational risk assessment impact assessment organizational responsibility training and awareness monitoring, follow-up, and remediation additional contextual information pi hr 11 number of grievances related to human rights filed, addressed, and resolved through formal grievance mechanism. 136 journal the winners, vol. 15 no. 2, september 2014: 123-139 table 2 the gri g3.1 as reference for the dimension information types (continued) items information types component local communities vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi so 1 percentage of operations with implemented local community engagement, impact assessments, and development programs. mm 6 number and description of significant disputes relating to land use, customary rights of local communities and indigenous peoples. mm 7 the extent to which grievance mechanisms were used to resolved disputes relating to land use, customary rights of local communities and indigenous peoples, and the outcomes. mm 8 number (and percentage) of company operating sites where artisanal and small-scale mining (asm) takes place on, or adjacent to, the site; the associated risks and the actions taken to manage and mitigate these risks. mm 9 sites where resettlements took place, the number of households resettled in each, and how their livelihoods were affected in the process. mm 10 number and percentage of operations with closure plans. so 9 operations with significant potential or actual negative impacts on local communities. so 10 prevention and mitigation measures implemented in operations with significant potential or actual negative impacts on local communities. og 10 number and description of significant disputes with local communities and indigenous peoples. og 11 number of sites that have been decommissioned and sites that are in the process of being decommissioned. corruption vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi so 2 percentage and total number of business units analyzed for risks related to corruption. so 3 percentage of employees trained in organization’s anti-corruption policies and procedures. so 4 actions taken in response to incidents of corruption. public policy vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi so 5 public policy positions and participation in public policy development and lobbying. so 6 total value of financial and in kind contributions to political parties, politicians, and related institutions by country. anti competitive behavior vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi so 7 total number of legal actions for anti-competitive behavior, anti-trust, and monopoly practices and their outcomes. compliance vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi so 8 monetary value of significant fines and total number of non-monetary sanctions for non-compliance with laws and regulations. og 12 operations where involuntary resettlement took place, the number of households resettled in each and how their livelihoods were affected in the process. og 13 number of process safety events, by business activity. mm 11 programs and progress relating to materials stewardship. corporate social reporting..... (rosinta ria panggabean; dkk) 137 table 2 the gri g3.1 as reference for the dimension information types (continued) items information types component customer health and safety vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi pr 1 life cycle stages in which health and safety impacts of products and services are assessed for improvement, and percentage of significant products and services categories subject to such procedures. pr 2 total number of incidents of non-compliance with regulations and voluntary codes concerning health and safety impacts of products and services during their life cycle, by type of outcomes. product and service labeling vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi pr 3 type of product and service information required by procedures, and percentage of significant products and services subject to such information requirements. pr 4 total number of incidents of non-compliance with regulations and voluntary codes concerning product and service information and labeling, by type of outcomes. pr 5 practices related to customer satisfaction, including results of surveys measuring customer satisfaction. marketing communications vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi pr 6 programs for adherence to laws, standards, and voluntary codes related to marketing communications, including advertising, promotion, and sponsorship. pr 7 total number of incidents of non-compliance with regulations and voluntary codes concerning marketing communications, including advertising, promotion, and sponsorship by type of outcomes. customer privacy vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi pr 8 total number of substantiated complaints regarding breaches of customer privacy and losses of customer data. compliance vg goals policy ma organizational responsibility training and awareness monitoring and follow-up additional contextual information pi pr 9 monetary value of significant fines for noncompliance with laws and regulations concerning the provision and use of products and services. og 14 volume of bio fuels produced and purchased meeting sustainability criteria. source: data processing result 138 journal the winners, vol. 15 no. 2, september 2014: 123-139 table 3 main characteristics of csr reporting in indonesia panel a (n=13) discloses information in the area number of disclosing companies number of non-disclosing companies total number of companies n % n % n % economic environmental performance labor practices and decent work performance human rights society product responsibility 13 7 7 5 5 4 100.0 53.8 53.8 38.5 38.5 30.8 0 6 6 8 8 9 0.0 46.2 46.2 61.5 61.5 69.2 13 13 13 13 13 13 100.0 100.0 100.0 100.0 100.0 100.0 panel b (n=13) information types number of items covered by number of items not covered by total number of items n % n % n % vision and goals management approach performance indicators 106 13 54 65.0 8.0 33.1 57 150 109 35.0 92.0 66.9 163 163 163 100.0 100.0 100.0 data processing result table 4 overview of the level of comprehensive reporting (a) and level of co-occurrence of the qualitative information types (b) level of co-occurrence of the information types (x) (n=13) vg and ma and pi (a) vg and ma (b) n % n % x = 0 0 < x < 0.1 0.1 < x < 0.2 0.2 < x < 0.3 0.3 < x < 0.4 0.4 < x < 0.5 x = 0.5 0.5 < x < 0.6 0.6 < x < 0.7 0.7 < x < 0.8 0.8 < x < 0.9 0.9 < x < 1 x = 1 total 12 1 0 0 0 0 0 0 0 0 0 0 0 13 92.3 7.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0 11 2 0 0 0 0 0 0 0 0 0 0 0 13 84.6 15.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0 source: data processing result table 5 overview of the information types and their combinations in total and per area item is covered in the following way: total (n=163) economic (n=26) environmental performance (n=38) labor practices and decent work performance (n=23) human rights (n=38) society (n=22) product responsibility (n=16) n % n % n % n % n % n % n % vg and ma and pi vg and ma ma and pi vg and pi only ma only vg only pi 1 2 1 5 9 98 47 0.6 1.2 0.6 3.1 5.5 60.1 28.9 1 1 0 2 3 6 13 3.8 3.8 0.0 7.7 11.6 23.1 50.0 0 0 1 0 2 25 10 0.0 0.0 2.6 0.0 5.3 65.8 26.3 0 1 0 3 2 13 4 0.0 4.3 0.0 13.0 8.6 56.5 29.3 0 0 0 0 1 27 10 0.0 0.0 0.0 0.0 2.6 71.1 26.3 0 0 0 0 1 16 5 0.0 0.0 0.0 0.0 4.5 72.7 22.8 0 0 0 0 0 11 5 0.0 0.0 0.0 0.0 0.0 68.7 31.3 source: data processing results corporate social reporting..... (rosinta ria panggabean; dkk) 139 table 6 overview of information types and their combinations per item number of disclosing companies total vg and ma and pi vg and ma ma and pi vg and pi only ma only vg only pi n % n % n % n % n % n % n % economic economic performance market presence indirect economic impacts 13 5 8 1 0 0 7.7 0.0 0.0 0 1 0 0.0 20.0 0.0 0 0 0 0.0 0.0 0.0 2 0 0 15.4 0.0 0.0 0 0 3 0.0 0.0 37.5 1 2 3 7.7 40.0 37.5 9 2 2 69.2 40.0 25.0 environmental performance materials energy water biodiversity emissions, effluents and waste products and services compliance transport overall 5 5 5 7 5 2 3 3 3 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 1 0 0 0 0 0 0.0 0.0 0.0 14.3 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1 0 0 0 0 0 1 0 0 20.0 0.0 0.0 0.0 0.0 0.0 33.3 0.0 0.0 3 3 4 4 3 1 2 3 2 60.0 60.0 80.0 57.1 60.0 50.0 66.7 100.0 66.7 1 2 1 2 2 1 0 0 1 20.0 40.0 20.0 28.6 40.0 50.0 0.0 0.0 33.3 labor practices and decent work performance employment labor / management relations occupational health and safety training and education diversity and equal opportunity equal remunerator for women and men 5 4 5 2 4 3 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 1 0 0 0 0.0 0.0 20.0 0.0 0.0 0.0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 1 1 1 0 0 0 20.0 25.0 20.0 0.0 0.0 0.0 1 1 0 0 0 0 20.0 25.0 0.0 0.0 0.0 0.0 1 2 3 1 3 3 20.0 50.0 60.0 50.0 75.0 100.0 2 0 0 1 1 0 40.0 0.0 0.0 50.0 25.0 0.0 human rights investment and procurement practices non-discrimination freedom of association and collective bargaining child labor forced and compulsory labor security practices indigenous rights assessment remediation 4 4 4 4 5 4 4 5 4 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 1 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 20.0 0.0 3 3 3 3 3 3 3 3 3 75.0 75.0 75.0 75.0 60.0 75.0 75.0 60.0 75.0 1 1 1 1 2 1 1 1 1 25.0 25.0 25.0 25.0 40.0 25.0 25.0 20.0 25.0 society local communities corruption public policy anti-competitive behavior compliance 5 4 4 5 4 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0 0 0 1 0 0.0 0.0 0.0 20.0 0.0 4 3 3 3 3 80.0 75.0 75.0 60.0 75.0 1 1 1 1 1 20.0 25.0 25.0 20.0 25.0 product responsibility customer health and safety product and service labeling marketing communications customer privacy compliance 2 4 4 3 3 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 1 3 3 2 2 50.0 75.0 75.0 66.7 66.7 1 1 1 1 1 50.0 25.0 25.0 33.3 33.3 source: data processing result microsoft word 04_mn-dian tauriana-customer_ok.doc customer intention toward … (dwi efrarin purnamadita; dian tauriana) 115 customer intention toward theme park: the mediating role of service quality and experiential marketing on the impact of customer attitude dwi efrarin purnamadita; dian tauriana management department, school of business management, binus university jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480 diantauriana@yahoo.com abstract dunia fantasi (dufan) located in taman impian jaya ancol is one leading recreational unit with specific characteristics as a theme park. a research was done towards with service quality and implementation of experiential marketing applied in dufan using path analysis. experiential marketing was studied to have a direct effect, positive and significant impact on customer attitude variables. the basic objective of this research is to determine the effect of service quality and implementation of experiential marketing to customer attitude and its impact on customer intention of dufan. data collection was conducted through questionnaire given to dufan visitors. from the results of data analysis we found that service quality has not significantly influenced customer’s attitude. the study revealed that the direct effect between experiential marketing and customer intention is 'strong’. as a subsequent finding, service quality has not given a significant effect on customer intention. however, experiential marketing was found having an indirect influence on customer intention mediated by attitude, in which the results of the study suggested that the indirect effect is 'strong'. eventually, customer attitude has a direct positive and significant impact on customer intention variables. the direct influence of customer attitude to customer intention in fantasy world,was 'strong'. keywords: service quality, experiential marketing, customer attitude, customer intention abstrak dunia fantasi (dufan) yang terletak di taman impian jaya ancol adalah suatu unit rekreasi terkemuka dengan karakteristik tertentu sebagai taman bermain. sebuah penelitian dilakukan terhadap dengan kualitas pelayanan dan pelaksanaan experiential marketing yang diterapkan di dufan menggunakan analisis jalur. experiential marketing dipelajari apakah memiliki efek langsung , dampak positif dan signifikan terhadap variabel sikap pelanggan. tujuan dasar dari penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan dan pelaksanaan experiential marketing terhadap sikap pelanggan dan dampaknya terhadap niat pelanggan dufan. pengumpulan data dilakukan melalui kuesioner yang diberikan kepada pengunjung dufan. dari hasil analisis data kami menemukan bahwa kualitas pelayanan tidak berpengaruh signifikan terhadap sikap pelanggan . hasil penelitian menunjukkan bahwa pengaruh langsung antara experiential marketing dan niat pelanggan adalah 'kuat' . sebagai temuan berikutnya, kualitas pelayanan belum memberikan dampak yang signifikan terhadap niat pelanggan . namun, experiential marketing ditemukan memiliki pengaruh tidak langsung yang kuat pada niat pelanggan yang dimediasi oleh sikap. akhirnya, sikap pelanggan memiliki dampak positif dan signifikan terhadap variabel niat pelanggan . pengaruh langsung sikap pelanggan untuk niat pelanggan di dunia fantasi adalah 'kuat' . kata kunci: kualitas pelayanan, pemasaran pengalaman, sikap pelanggan, niat pelanggan 116 journal the winners, vol. 13 no. 2, september 2012: 115-126 introduction positive developments in the business travel and tourism industry brings fresh air to the entrepreneurs to continue developing their business. theme park is one trend in tourism business widely developed around the world. dunia fantasi often called dufan is a leading theme park in indonesia owned by pt. pembangunan jaya ancol (taman impian jaya ancol). dufan becomes the most visited destination by people from both local and outside jakarta, from children to adults. having loyal customers is one of the goals of every company. therefore, it is important for dunia fantasi to pursue the formation of customers’ positive attitudes that will bring positive intentions for the company. attitude is a pattern of feelings, beliefs, and behavioral tendencies of people, ideas, or objects that remain in the long term (in prasetijo & ihalauw lefton, 2005). schiffman & kanuk in prasetijo & ihalauw (2005:104) says that attitude is a learned predisposition to respond consistently in some object, in the form of likes and dislikes. the former component of attitude in prasetijo & ihalauw (2005:106) are: the cognitive component, affective component and the conative component. according to zeithaml, berry and parasuraman (1996), behavioral intentions are the result of a process that emphasizes the satisfaction of the intention to understand the behavior of a customer's decision to remain in or move out of the company. customer intention dimension by parasuraman et al; bloemer, de ruyter, and wetzels in japarianto (2006:46) are: the repurchase intention, word of mouth, loyalty, price sensitivity and behavior complain. dunia fantasi also needs to determine the contribution of service quality and execution of experiential marketing applied. it is very useful for the evaluation and continuous improvement of dunia fantasi. service quality is something special that is expected to be top quality and controlled on a special quality to meet consumer needs (zeithaml and bitner, 2000). dimensions of service quality by pzb, as quoted by chin and wu (2009), are: direct evidence (tangibles), reliability, responsiveness, assurance and empathy. according to lee, hsiao, and yang (2010) experiential marketing means the memory is not forgotten or experience is deeply rooted in one's mind. the consumer insists on their own experience during the process of consumption. this allows consumers to engage in sentimental and emotional experience that impressive to increase consumer purchases and increase the added value of a product. the dimension of experiential marketing, as quoted in andreani (2007) and rini (2009), are: sense, feel, think, act and relate. researchers observed that dunia fantasi has long been implementing experiential marketing where visitors get to experience all the stimuli when visiting dunia fantasi. then, researchers assessed the quality service provided by each personnel of dunia fantasi to visitors. the research objectives are as follow: (1) to analyze whether the service quality and implementation of experiential marketing strategies of dunia fantasi bring effects to customer attitude either partially or in a combination; (2) to analyze whether the service quality and implementation of experiential marketing strategy, as well as customer attitude affect customer intention; (3) to analyze any effects of service quality on customer intention either directly or indirectly through customer attitude variables; (4) to analyze whether the implementation of experiential marketing influences customer intention both directly and indirectly through customer attitude variables; (5) to analyze whether customer attitude directly affects customer intention. customer intention toward … (dwi efrarin purnamadita; dian tauriana) 117 therefore, the problem formulations are as follow: (1) is the service quality and implementation of experiential marketing strategies bring effects either partial or a combination of customer attitude on dunia fantasi? (2) is the service quality and implementation of experiential marketing strategy, as well as customer attitude effect either partially or by a combination with customer intention for dunia fantasi? (3) is service quality brings effects on customer intention for dunia fantasi either directly or indirectly through customer attitude variables? (4) is experiential marketing implementation influence customer intention for dunia fantasi either directly or indirectly through customer attitude variables? (5) is customer attitude directly affects customer intention for dunia fantasi? there are a lot of benefits of the research. for pt pembangunan jaya ancol, tbk.: (1) the results of this study can provide useful input to the pt. pembangunan jaya ancol tbk in determining the future policies for the dunia fantasi; (2) the results of this study can be used as a measurement of service quality and marketing strategies. therefore, it can be used for consideration in future decisionmaking as the basis for developing the marketing strategy of dunia fantasi. for readers, the research provides: (1) insight and knowledge about policies of service quality and marketing strategies; (2) information about how to study the effect among the variables. for the development of science, the research can be used as a reference and consideration in doing further research. the hypothesis to be tested in the study based on the objectives of the study (95% confidence level, precision level of error is believed to be 5%) described as follows: to test whether the service quality and experiential marketing strategies bring effects to customer attitude for dunia fantasi either partially or in a combination, we use the following hypotheses: hypothesis 1: ho: service quality (x1) and experiential marketing (x2) does not contribute significantly to customer attitude (y) in dunia fantasi. ha : service quality (x1) and experiential marketing (x2) contribute significantly to customer attitude (y) in dunia fantasi hypothesis 2: ho: service quality (x1) does not contribute significantly to the customer attitude (y) in dunia fantasi. ha: service quality (x1) contribute significantly to the customer attitude (y) in dunia fantasi. hypothesis 3: ho: experiential marketing (x2) does not contribute significantly to the customer attitude (y) in dunia fantasi. ha: experiential marketing (x2) contribute significantly to the customer attitude (y) in dunia fantasi. to test whether the service quality and implementation of experiential marketing strategy, as well as customer attitude bring effects to customer intention for dunia fantasi either partially or in a combination, we use the following hypotheses: hypothesis 4: ho: service quality (x1), experiential marketing (x2) and customer attitude (y) do not have significant contribution to the variable customer intention (z) for dunia fantasi. ha: service quality (x1), experiential marketing (x2) and customer attitude (y) contribute significantly to customer intention (z) for dunia fantasi. 118 journal the winners, vol. 13 no. 2, september 2012: 115-126 hypothesis 5: ho: service quality (x1) does not contribute significantly to the customer intention (z) for dunia fantasi. ha: service quality (x1) contributes significantly to variable customer intention (z) at dunia fantasi. hypothesis 6: ho: experiential marketing (x2) does not contribute significantly to the customer intention (z) for dunia fantasi. ha: experiential marketing (x2) contributes significantly to customer intention (z) for dunia fantasi. hypothesis 7: ho: customer attitude (y) does not contribute significantly to the customer intention (z) for dunia fantasi. ha: customer attitude (y) contributes significantly to variable customer intention (z) for dunia fantasi. method analysis this type of this study is associative, which is conducted to reveal the association of two or more variables. individual analysis unit, and the time horizon used are cross sectional. the type of data used is qualitative, while the data source consists of primary data and secondary data. once data collected, we tested the validity, reliability, ordinal to interval data transformation, and then we tested the normality of the data. when the data is certainly normal, valid, and reliable, we performed analysis for each research objective using path analysis. data collection this study uses multiple data collection techniques, such as; literature study, interviews, observation, and questionnaire. the statements in the questionnaire is positive statements by riduwan & kuncoro (2008:20) with the following assessment: (1) strongly disagree (sts), (2) disagree (ts), (3) neutral (n), (4) agree (s), (5) strongly agree (ss). sampling techniques population were visitors in the past year who come at least twice a year and experience the service of dunia fantasi. the survey conducted on december 11, 2012, obtained as many as 200 people as samples. probability sampling procedure was used in this study. simple random sampling is a way of sampling from the members of the population by using random without regard to the strata (levels) in the members of this population (riduwan & kuncoro, 2008:41). to obtain a sample that can describe and represent the population, we used the formula of slovin (umar 2004:108) as follows: (fixed at 5% with 95% confidence level). n = n = 133,33 ~ 140 respondents customer intention toward … (dwi efrarin purnamadita; dian tauriana) 119 results and discussion analysis and implications below is the result of descriptive statistics, validity, reliability and normality sex : 42% women and 58% men age : 40% 21-25, 37% <20, 10% 26-30, and the remainders are over 30. education : 54% high school, 24% elementary school, 18% junior high school, the remaining is diploma and undergraduate degree profession : 55% students, 39% employees, the rest are housewives, entrepreneurs and others. income range : 45% rp.1,000,001-rp.3,000,000, 31% <rp.1,000,000, 11% rp,3,000,001rp.5,000,000, and the rest are above rp.5,000,000. frequency of visit: 82% 2-3 times, 18% 4-5 times. favorite ride: 21% arung jeram, 15% tornado, 14% istana boneka, 10% kora-kora, 9% halilintar, 6% hysteria, and the rest miscellaneous. the data meets the requirements of validity, reliability, and normality. the transformation of ordinal data into intervals is as follows (tabel 1). table 1 transformation of ordinal data into intervals service quality experiental marketing ordinal scale changed interval scale ordinal scale changed interval scale alternatif answer 1 into 1 alternatif answer 1 into 1 alternatif answer 2 into 1,862304 alternatif answer 2 into 1,57267 alternatif answer 3 into 2,8255197 alternatif answer 3 into 2,635788 alternatif answer 4 into 3,887701 alternatif answer 4 into 3,753458 alternatif answer 5 into 5,073845 alternatif answer 5 into 4,981053 customer attitude customer intention ordinal scale changed interval scale ordinal scale changed interval scale alternatif answer 1 into 1 alternatif answer 1 into 1 alternatif answer 2 into 1,8009 alternatif answer 2 into 2,188739 alternatif answer 3 into 2,771059 alternatif answer 3 into 3,240491 alternatif answer 4 into 3,777283 alternatif answer 4 into 4,125888 alternatif answer 5 into 4,910402 alternatif answer 5 into 5,172806 descriptive analysis based on the output from spss, descriptive statistics to interpret data, we used sturges formula to calculate the number of classes (k) and the class width (l), where the number of classes (k) has been determined in advance as many as five classes, namely "very bad", "bad", "fair", "good", "very good". the sturges formula for the class width (l) is: l = (xmax-xmin)/k variables x1, x2, y and z use the new value on a scale interval. so the result of assessment criteria for each variable is as shown on tabel 2: 120 journal the winners, vol. 13 no. 2, september 2012: 115-126 table 2 result of assessment criteria for each variable interval variable x1 criteria interval variable x2 criteria 1,00 – 1,82 very bad 1,00 – 1,80 very bad 1,83 – 2,65 bad 1,81 – 2,61 bad 2,66 – 3,48 enough 2,62 – 3,42 enough 3,49 – 4,31 good 3,43 – 4,23 good 4,32 – 5,14 very good 4,24 – 5,04 very good interval variable y criteria interval variable z criteria 1,00 – 1,78 very bad 1,00 – 1,84 very bad 1,79 – 2,57 bad 1,85 – 2,69 bad 2,58 – 3,36 enough 2,70 – 3,54 enough 3,37 – 4,15 good 3,55 – 4,39 good 4,16 – 4,94 very good 4,40 – 5,24 very good referring to table 2 above, quality of service (x1) = 3.4739, so the criteria for the quality of service at the dunia fantasi is ‘enough’. experiential marketing (x2) with = 3.8473, so the criteria is ‘good’. customer attitude variables (y) = 3.5620, which means that visitors attitude is ‘good’ for dunia fantasi. customer intention (z) = 3.9715 which means that customer intention for dunia fantasi is ‘good’. pearson’s correlation substructur 1: correlation value correlation characteristic x1 to x2 0,555 quite strong and unidirectional x1 to y 0,445 quite strong and unidirectional x2 to y 0,633 strong and unidirectional substructur 2: correlation value correlation characteristic x1 to z 0,330 low (weak) and unidirectional x2 to z 0,401 quite strong and unidirectional y to z 0,556 quite strong and unidirectional hypothesis testing if sig > α, ho is received if sig < α, ho is rejected below are the test results whether the service quality and experiential marketing strategies bring effects to customer attitude for dunia fantasi either partially or in a combination. hypothesis 1: sig = 0,000 < 0,05 then ho was rejected. thus, the service quality (x1) and experiential marketing (x2) contributed significantly to the simultaneous and customer attitude variables (y). customer intention toward … (dwi efrarin purnamadita; dian tauriana) 121 hypothesis 2: sig = 0,086 > 0,05 so ho was rejected. thus, the variable service quality (x1) did not contribute significantly to the customer attitude variables (y) in dunia fantasi. hypothesis 3: sig = 0,000 < 0,05 then ho was rejected. thus, experiential marketing variables (x2) contributed significantly to the customer attitude variables (y) in dunia fantasi. below are the test results whether the service quality and implementation of experiential marketing strategy as well as customer attitude bring effects to customer intention for dunia fantasi either partially or in a combination. hypothesis 4: sig = 0,000 < 0,05 then ho was rejected. then the variable service quality (x1), experiential marketing (x2) and customer attitude (y) contributed significantly to customer intention (z) for dunia fantasi. hypothesis 5: sig = 0,301 > 0,05 so ho was received. then it can be concluded that the service quality (x1) does not contribute significantly to the customer intention (z) for dunia fantasi. hypothesis 6: sig = 0,677 < 0,05 then ho was rejected. thus, experiential marketing (x2) contribute significantly to the customer intention (z) for dunia fantasi. hypothesis 7: sig = 0,000 < 0,05 then ho was rejected. thus, customer attitude (y) contributes significantly to customer intention (z) for dunia fantasi. path coefficient substructur 1 the path coefficient of experiential marketing (x2) to the customer attitude (y) was 0.633 with the determinant value or r-square coefficient (r2 ) was 0.40 = 40.0%. this figure means that the influence of experiential marketing (x2) to the customer attitude (y) on a consolidated basis was 40.0%. meanwhile the rest 60.0% was affected by other factors. in other words, customer attitude can be explained using experiential marketing by 40.0%, while the rest 60.0% was by other variables. the influence magnitude of other variables beyond the study which affected the value of z1 is calculated by the following formula: 122 journal the winners, vol. 13 no. 2, september 2012: 115-126 21 r− = 40,01− = 0,775 the r value (correlation coefficient) was obtained 0.633. this means that the relationship between experiential marketing (x2) to customer attitude (y) was strong because the value of r> 0.5 and direction is positive. structural equation 1: y = ρyx2 x2 + ρyε1 y = 0,633 x2 + 0,775ε1 where r2 = 0,40 substructur 2 the path coefficient of customer attitude (y) to the customer intention (z) was 0.556. with the value of the determinant or r-square coefficient (r2) was 0.309 = 30.9%. this figure means that the effect of customer attitude (y) to the customer intention (z) are combined as much as 30.9%. while the remaining 69.1% amount was affected by other factors. in other words, customer intention can be explained using customer attitude by 30.9%, while the rest 69.1% was caused by other variables. the influence magnitude of other variables beyond the study which affected the value of z2 is calculated by the following formula: 21 r− = 309,01 − = 0,831 the r value (correlation coefficient) was obtained 0.556. this means that the relationship between attitude customer independent variable (y) on the dependent variable intention customer (z) was strong because the value of r> 0.5 and direction is positive. structural equation 2: z = ρzy y + ρzε2 z = 0,556 y+ 0,831ε2 where r2 = 0,309 empirical causal relations based on the results of the path coefficients in the substructure 1 and substructure 2, the empirical causal relationship can be described as a whole in the complete structure of the model between the variables x1, x2 and y to z as follows. customer intention toward … (dwi efrarin purnamadita; dian tauriana) 123 conclusion service quality at dunia fantasi did not give a significant direct impact on customer attitude of visitors. the absence of these effects can be caused by the quality of services obtained by the customer who is not yet strong enough to be able to directly affect both components of cognitive, affective and conative that make up the overall attitude (attitude) to dunia fantasi. this can be caused during the visit, the level of interaction or lower involvement of staff with the visitors. the implementation of experiential marketing at the dunia fantasi provided a direct and significant impact on customer attitude of visitors. the emergence of these effects can be caused by a lack of experience by visitors during the visit of the dunia fantasi through continuous stimuli. this allows visitors to have strong, sentimental and memorable experiences during the visit. positive experience is deeply rooted in the memory of visitors. providing more knowledge to visitors will bring the perceptions, beliefs, feelings of pleasure. thus it encourages the formation of positive attitude of visitors towards dunia fantasi. service quality did not bring a positive effect on customer intention either directly or indirectly. the absence of direct or indirect influence of positive service quality to the customer intention has not affected their overall attitude yet. they were also not enough to affect the intentions of customers in behavior directly. 124 journal the winners, vol. 13 no. 2, september 2012: 115-126 implementation of experiential marketing did not bring a direct influence on customer intention. however, experiential marketing has an indirect influence on customer intention through customer attitude. this can be caused by the customer experience obtained during the visit. although rated "good", experiential marketing was not necessarily able to gain positive intention from customer when they have not had opinion or feeling of pleasure at dunia fantasi. customer attitude pengunjung dunia fantasi memiliki pengaruh langsung dan positif terhadap customer intention pengunjung dunia fantasi. hal ini dapat disebabkan karena adanya beliefs (keyakinan) pengunjung yang kuat, salah satunya bahwa dunia fantasi adalah tempat rekreasi yang menyenangkan untuk berbagi keceriaan bersama keluarga dan teman-teman. semakin kuat sikap positif, semakin kuat niat sehingga semakin memperbesar kemungkinan customer melakukan perilaku yang juga positif terhadap dunia fantasi. customer attitude dunia fantasi has a direct and positive impact on customer intention. this may be due to visitor’s strong positive opinion about dunia fantasi. one example is that dunia fantasi is a fun recreation place to share the joy with family and friends. the stronger customers’ positive attitude, the stronger their intention will be. thus, it will increase the possibility that customer make positive behavior towards dunia fantasi. recommendations for pt. pembangunan jaya, tbk. are as follows: in relation to service quality, companies should continue to maintain service quality has been assessed quite well by customers. next, the company should further enhance the confidence of visitors, especially related to safety on rides of dunia fantasi. maintenance of attractions and rides need more attention. then, just as important, staff involvement or interaction with visitors should be improved. some of them could be by increasing the number of entertainers in each area, and increase the number of the attractions of the dunia fantasi parade. the existence of the dunia fantasi mascot is very important, and it will be very good for visitors to be able to interact with them more often. in relation to the implementation of experiential marketing, the company should maintain that experiential marketing has been assessed properly by the customer. it is important to improve the customer experience. for instance, providing stimuli to the customer with the stronger educational attractions where there are still many visitors who have not been aware that the dunia fantasi is a pleasant place for recreation as well as education. in relation to customer attitude, the company should still keep the attitude established over years. customer attitudes formed on the basis of beliefs (cognitive), emotional response (affective) and the tendency to behave (conative). therefore, for an increase in the foreseeable future, companies should consider the things that can drive the formation of all three components. in relation to customer intention, the company should continue to maintain customer intention is also well established over the years. to increase customer intention in the foreseeable future, the company should further optimize the service quality, implementation of experiential marketing, and customer attitude formation visitor dunia fantasi as a whole. the next suggestion, the customer service line should be further developed, so that customers do not hesitate to deliver a positive feedback. as it is known that the scope of this study was to dunia fantasi, taman impian jaya ancol in north jakarta. further researchers can conduct research at the dunia fantasi, with different study variables, or a similar study but with the addition of variables, for example by including a variable customer satisfaction with attention to scale and indicator research carefully. further researchers can use structural equation modeling addressed if the variables are not measurable. customer intention toward … (dwi efrarin purnamadita; dian tauriana) 125 references andreani, f. (2007). experiental marketing (sebuah pendekatan pemasaran). jurnal manajemen pemasaran. 2 (1), 1-8. chin, j. b. & wu, m. c. (2009). the service quality indicators model for theme parks in taiwan. the journal of american academy of business, cambridge, 15 (1), 189 – 194. lee, m.s., hsiao, h. d.& yang, m. f. (2010). the study of the relationships among experiental marketing, service quality, customer satisfaction and customer loyalty. the international journal of organizational innovation, 352 – 378. prasetijo, r. & ihalauw, j. j. o. i. (2005). perilaku konsumen. yogyakarta: penerbit andi. riduwan & kuncoro, e. a. (2008). cara menggunakan dan memakai analisis jalur (path analysis). bandung: alfabeta. rini, e. s. (2009). menciptakan pengalaman konsumen dengan experiential marketing. jurnal manajemen bisnis, 2 (1), 15 – 20. appendix summary of results coefficient of the substructure line 1: effect of interline variable path coefficient (beta) sig value testing result x1 to y 0,136 0,086 ho received x2 to y 0,557 0,000 ho rejected coefficient of the substructure line 1: effect of interline variable path coefficient (beta) sig value testing result determination coefficient other variable coefficient (ρz1ε2) x2 to y 0,633 0,000 ho rejected 0,4=40,0% 0,775 coefficient of the substructure line 2: effect of interline variable path coefficient (beta) sig value testing result x1 to z 0,089 0,301 ho received x2 to z 0,042 0,677 ho received y to z 0,490 0,000 ho rejected 126 journal the winners, vol. 13 no. 2, september 2012: 115-126 after “trimming” coefficient of the substructure line 2: effect of interline variable path coefficient (beta) sig value testing result determination coefficient other variable coefficient (ρz1ε2) y to z 0,556 0,000 ho rejected 0,309 = 30,9% 0,831 summary of decomposition of path coefficients: effect of variables causal effect joint effect direct indirect through variable y through variable z1 through variable y and z1 total x1 to y x1 to z x2 to y 0,633 0,633 x2 to z 0,633 x 0,556 = 0,352 0,352 y to z 0,556 0,556 ε1 0,7752= 0,601 ε2 0,8312 = 0,691 x2 0,40 y 0,309 transfer of training..... (surachman surjaatmadja) 159 transfer of training in indonesia state-owned entreprises to face the asean economic community 2015 surachman surjaatmadja faculty of economics, universitas bung karno jln. pegangsaan timur no. 17, jakarta pusat 10310, dki jakarta isur.atmadja@gmail.com abstract the purpose of this paper is to provide an overview of the theoretical importance of transfer of training for state-owned enterprises (soes) in indonesia in order to face the asean economic community 2015. this paper is a pre-research paper for the influence of transfer of training towards firm performance. it applied a library research with secondary data analyzing literature about transfer of training and gagné’s five learned capabilities. the expected result was the existence of a specific training system for soes in indonesia for there are very diverse areas of state-owned enterprises in indonesia. the end goal is indonesia state-owned enterprises have better competitiveness in global market. keywords: transfer of training, learning outcomes, training, competitiveness abstrak makalah bertujuan untuk memberikan gambaran teoretis tentang pentingnya transfer pelatihan untuk bumn di indonesia dalam rangka menghadapi masyarakat ekonomi asean pada 2015 (asean economic community 2015). artikel ini merupakan tulisan prapenelitian tentang pengaruh transfer pelatihan terhadap kinerja perusahaan. artikel menggunakan metode studi pustaka dengan data sekunder yang menganalisis literature tentang transfer pelatihan dan lima kemampuan belajar gagné. hasil yang diharapkan adalah adanya sistem pelatihan khusus untuk bumn di indonesia karena sangat beragamnya bumn di indonesia. tujuan akhir adalah untuk bumn indonesia memiliki daya saing yang lebih baik di pasar global. kata kunci: transfer pelatihan, hasil belajar, pelatihan, daya saing mailto:isur.atmadja@gmail.com 160 journal the winners, vol. 15 no. 2, september 2014: 159-164 introduction the development of technology is growing rapidly, as well as changes to condition of the world economy that is increasingly uncertain. such condition demands a state to improve the quality of its human resources. one of the most important elements in order to improve the progress of a nation is the quality of its human resources. education and training of human resources is a strategic means to improve the quality of human resources of a nation, company, or organization. then the strength of the competitiveness of a company can be measured by the progress of educated human resources through a variety of trainings. the success of a few companies in the world is inseparable from the progress at the start of its human resources, education, and training, so is the state-owned enterprises (soes) in indonesia. indonesia has 140 state-owned enterprises which consist of 13 sectors, ranging from agriculture, forestry, plantation, mining, processing, information systems, water and air, construction, trade, hotels, transport, electricity and gas, banking and finance, real estate and consulting services (act no. 19, 2003). nevertheless, in fact, the education and training system in indonesia state-owned enterprises has not shown the expected success. education and training resources in indonesia state-owned enterprises still have not succeeded in creating reliable human resources (hr), and moreover, to increase company’s quality level into a world-class business entity. this can generally be seen from the depreciation of the human development index (hdi) of indonesia. seen from ranking of the competitiveness of indonesia, the national development planning (bappenas, 2012) mentions that among the asean countries, after singapore, the country's highest ranking of competitiveness in 2012 is malaysia (25), followed by brunei darussalam (28) and thailand (38). furthermore, indonesia is the fourth (50). timor-leste is the last (136). the asean countries that experienced the largest increase in competitiveness index since 2008 are cambodia (24), brunei darussalam (11), philippines (6), indonesia (5), and singapore (3). as for malaysia, thailand, vietnam, and timor-leste experienced a decline in the competitiveness ranking for 2008–2012. table 1 shows the asean index of competitiveness ranking for 2008–2012. table 1 asean index of competitiveness ranking for 2008–2012 no. state 2008 2012 fluctuation 1 singapore 5 2 3 2 malaysia 21 25 -4 3 brunei darussalam 39 28 11 4 thailand 34 38 -4 5 indonesia 55 50 5 6 philipine 71 65 6 7 vietnam 70 75 -5 8 cambodia 109 85 24 9 timor-leste 129 136 -7 (source: undp, 2012) one of the disadvantages of the system of education and training in indonesia state-owned enterprises, or maybe in some companies, in indonesia is company has not cultivated yet the transfer of training result from employee trainees to their work fields. transfer means that learners/trainees are able to “transfer” their knowledge and skills learned in a training session back to their jobs. the importance of training result transfer cannot be overemphasized. organizations spend billions of transfer of training..... (surachman surjaatmadja) 161 dollars each year on training, yet only a fraction of those investments results in improved performance if training transfer is not supported by the employer. (society for human resources management, 2008) method given such conditions, this paper is a preliminary research for the effect of training result transfer on firm performance. this paper applies a library research (literature study) with secondary data. it analyzes transfer of training (baldwin & ford, 1988; holding, 199; noe, 2013) and gagné’s five learned capabilities (gagné & medsker, 1996). this article provides a theoretical overview of the importance of transfer of training for indonesia state-owned enterprises. the transfer is important as indonesia will be facing asean economic community in 2015. this preliminary research will result in conclusion and some recommendations. discussion noe (2013) explained that transfer of training refers to trainers effectively and continually applying what they have learned in training to their jobs. meanwhile, baldwin and ford (1988) stated that the success of an employee for the transfer of training results carried out in her/his work is influenced by several things, including: trainee characteristics, training design, work environment, learning process, and transfer of training. those three things (trainee characteristics, training design, and work environment) influence the atmosphere of the process of learning or training for employees which will affect employees in order to apply the results of her/his training through employment. transfer of learning outcomes and training conducted by employees will be applied through employment with a process of generalization and maintenance. generalization refers to the ability of employees in applying what they learned when training as a process of learning that in general they will apply on its work in accordance with the situation and the problems encountered. therefore, designing a training similar to the problem and the job situation in employees’ working environment is very important as part of employee training system. because indonesia stateowned enterprises (there are 140 in indonesia state-owned enterprises from 13 sectors) are varied, the design of training in accordance with the working environment in indonesia state-owned enterprises will be different and come in various design trainings. the design of training of indonesia state-owned enterprises in the field of land transport will be different with sea or air transport. the training design of indonesia state-owned enterprises in agriculture sector will differ from the indonesia state-owned enterprises in plantations, fisheries, forestry sector, etc. the characteristics of the participants are in regard to the results (outcomes) of the learning process when training. these outcomes relate to the requirements needed by employees who will attend training in order to increase their performance after training. as a trainee, s/he shall deeply know about the outcomes that will be generated after the training will be an increase in intellectual skills. including these characteristics, basic skills which are owned by trainee employees are cognitive ability, potential, learning motivation, enthusiasm, etc. (noe, 2013) the design of the training is how to create a learning environment that can help trainees acquire the results of this training pursuant to the goal of the increasing performance of their job. furthermore, the training material is in accordance with the line of work. work environment relates to many things, such as climate or mood of the work physically and non-physics. the atmosphere of 162 journal the winners, vol. 15 no. 2, september 2014: 159-164 physical work relates to the physical equipment used in employee’s work. it is supposed to be fit and/or support for transfer of training; for example, whether the results of the training are supported by adequate equipment to improve performance. non-working physical atmosphere can be exemplified as work culture, leadership, management, mission of the company, etc. in a schema, the relations between variables above are described in figure 1. figure 1 relations between learner characteristics, intervention design, work environment, and performance (source: society for human resources management, 2008) observing those three things that affect the process of the transfer of the training, indonesia state-owned enterprises would like to be a company that can compete in global marketplace. it is mandatory to begin identification in accordance with the characteristics of the existing indonesia state-owned enterprises. although to date the identification may already have been done, it needs continuous improvement of the process of transfer of training for the size of global rate. keywords from all of the above described are the process of learning when training and learning outcomes which apply on the job (learning process and the transfer of learning or learned or learning outcomes). gagné and medsker (1996) stated there are 5 learning outcomes which can be described and can be given for example when applied. table 2 shows five learned capabilities. table 2 gagné's five learned capabilities no. learning outcomes types description of ability examples 1 verbal information can be suggested and state. can explain in detail, the work that has been done. be able to recall the information. mention three reasons work safety procedures. 2 intellectual skill can apply a concept to resolve the issue can create something new. designing computer programs to meet the demands of the customer’s requirements. 3 motor skill can make the decision taken accurately. shoot the target with precision 4 attitudes personality and can manage culturally willing to serve 24 hours 5 cognitive strategies appropriate learning and thinking. diagnosing errors that occur and devise at least three strategies solving (source: gagné & medsker, 1996) transfer of training..... (surachman surjaatmadja) 163 verbal information is the verbal information which accepted by someone. verbal information includes labels and fact and bodies of knowledge. labels and fact refers to naming and signing of special verbal information responds which accepted by receptor organ of human being (a specific input). bodies of knowledge refer to reminding of information or experiences to recall for connected with reality reface. intellectual skill includes discriminant, concrete concept, rule using, and problem solving. generally it is called “gagné identified taxonomy”. discriminant is someone’s ability to differ responds and stimuli accepted. different stimuli will be responded in different action. concrete concept is ability to respond the stimuli accepted by someone and it will be individual interests, such as: someone like jazz, country, pop music, etc. rule using is response of someone for an activity by understanding rules and applying rules which s/he accepts and understands. the rules are as same as a situation and condition faced. problem solving is combination of understanding rules level used for problem solving in unpredictable situation. problem solving in process probably emerges new ideas to solve the problem with trial and error. motor skill refers to physical movement with muscles. physical movement is a form of response for accepted stimuli to do something. attitude(s) is the state of a person when responding stimuli received, but are not implemented yet still awaiting consideration before implemented. attitude also means an internal state which affects an individual's choice of action toward some objects. moreover, cognitive strategy is an internal process in an effort to control individuals in the process of thinking and learning from what they received. furthermore, learning outcomes are obtained from the process of learning. when learning outcomes are transferred into work area of an employee, s/he is expected to improve employee and work performance that will ultimately improve organization performance. the explanation about how each individual responds to what is received, then how an individual’s response to it is in accordance with gagné's five learned capabilities (gagné & medsker, 1996). specifically, holding (1991) stated that training occurs whenever the effects of prior learning influence the performance of later activities. transfer of training refers to the knowledge and abilities of oneself in resolving the problem. the success rate of employees in applying the transfer of training is influenced also by the officers’ skill level in creating training situations as if equal to the job situation at hand (baldwin & ford, 1988). moreover, baldwin and ford (1988) defined that it reflects an industry/organization in psychology perspective. a psychologist might be interested in how trainees’ motivation to transfer related to later job performance. the training domain (e.g. a web-based training program) might be very different from the later 'activity' domain (e.g. job performance). there are three types of transfer of training according to baldwin and ford (1988). positive transfer is when prior learning or training facilitates to acquire a new skill or to reach the solution to a new problem. in this situation, the individual performs better than before having the prior training. negative transfer is when prior learning or training hinders to acquire a new skill or to reach the solution to a new problem. in this situation, the individual performs worse than after having the prior training. zero transfer is when past experience or training neither enhances nor hinders to acquire a new skill or to reach the solution to a new problem. from those three types of transfer of learning, the positive transfer is expected. the ideal training facilities used can provide new skills for the participants. so that, when they completed the training and applying it in their work, they will perform better than before training. the second type of situation (negative transfer), after given training, employees should look for them how to resolve problems encountered in the improvements. the third type is when the training undertaken by employees has no impact on their work. it means the training does not result in performance. 164 journal the winners, vol. 15 no. 2, september 2014: 159-164 conclusion based on this preliminary research, it concludes as follows. transfer of training is expected to be applied, when factors that affect the transfer of training are understood. the factors that affect the transfer of training include trainee characteristics, design of training, work environment, and process of learning. trainees can identify capabilities of individuals in receiving information from training and have an ability to transfer what is acquired during the training. the capabilities of each individual in order to perform the transfer of training are verbal ability information, intellectual skill, motor skill, attitude, and cognitive strategies. transfer of training results is expected to be positive transfer. positive transfer conducted by the indonesian state owned enterprises will increase competitiveness in the global market. moreover, this paper has some recommendations. understanding the theory of transfer of training will help hr department in the company prepare the training more in line with the needs of the job. the hr department should attempt to involve stakeholders in investing capitals for training. cooperation among stakeholders to achieve the objectives of the company through training and transfer of training is very important. training is an investment as a profit center, not a cost center. clarity of performance to be achieved by organization and by individual members of the organization should be clearly understood and implemented. assigning employees who really have willingness and motivation to learn or have training is the right step. to deal with the asean economic community 2015, indonesia state-owned enterprises must understand the transfer of training to enhance company's competitiveness in global market. references baldwin, t.t., & ford, k.j. (1988). transfer of training: a review and directions for future research. personnel psychology, 41(1), 63–105. bappenas republik indonesia. (2012). peringkat daya saing negara-negara asean. jakarta: bappenas ri. gagné, r., & medsker, k. (1996). the conditions of learning: training applications. fort worth, tx: hbj college publishers. holding, d. h. (1991). principles of training. new york: pergamon. kementerian bumn republik indonesia. (2003). undang-undang no. 19 tahun 2003 tentang badan usaha milik negara. jakarta. noe, r. a. (2013). employee training and development (6th ed). singapore: mcgraw hill. society for human resources management. (2008). transfer of training (presentation slide). new york: shrm. united nations development program (undp). (2012). perkembangan peringkat human development indonesia. hdr, jakarta. pengaruh company size..... (sunaryo) 61 pengaruh company size, company ages, profitability, dan leverage terhadap csr disclosures pada kelompok perusahaan properti dan real estate yang terdaftar di bei sunaryo accounting departement, faculty of economic and communication, binus univesity jln. kh. syahdan no. 9. palmerah, jakarta barat 11480 sunaryo@binus.ac.id abstract the primary objective of this research is to learn the effect of company size, company ages, profitability, and leverage variables on corporate social responsibility disclosures variable, either simultaneously or partially. secondary data were collected by purposive sampling of property and real estate company groups listed in idx and the preceding scientific journals. research used simple regression to test the hypothetical simultaneously. the results of this research describe that company size, company ages, and leverage variables do not have significant effect on the corporate social responsibility disclosures variable; only profitability variable has significant effect on the corporate social responsibility disclosures variable. it is recommended that the topic of this research can be continued with agribusiness and mining company groups, or adding new independence variables. keywords: economic variable factors, csrd, property and real estate company groups, idx abstrak tujuan utama penelitian ini adalah untuk memahami pengaruh variabel company size, company ages, profitability, dan leverage terhadap variabel corporate social responsibility disclosures baik secara simultan maupun parsial. data sekunder dikumpulkan dengan cara purposive sampling dari kelompok perusahaan properti dan real estate yang terdaftar di bei serta artikel jurnal ilmiah dari para peneliti sebelumnya. penelitian menggunakan regresi sederhana untuk menguji hipotesis simultan. hasil penelitian menjelaskan bahwa variabel company size, company ages, dan leverage secara signifikan tidak berpengaruh terhadap variabel corporate social responsibility disclosures; hanya variabel profitability saja secara signifikan berpengaruh terhadap variabel corporate social responsility disclosures. disarankan bahwa penelitian ini dapat dilanjutkan dengan kelompok perusahaan agribisnis dan pertambangan, atau dengan menambah variabel independen baru. kata kunci: faktor-faktor variabel ekonomi, ptjsp, kelompok perusahaan properti dan real estate, bei 62 journal the winners, vol. 14 no. 1, maret 2013: 61-69 pendahuluan banyak perusahaan telah melakukan kegiatan operasionalnya tanpa memperhatikan dampak negatip yang ditimbulkan dari kegiatannya seperti dampak buruk yang ditimbulkan oleh limbah industri dari kegiatan perusahaan terhadap lingkungan dimana perusahaan beroperasi. menurut febrina dan suaryana (2011), munculnya teori csr (corporate social responsibilty) disebabkan oleh adanya tanggung jawab perusahaan atas dampak buruk lingkungan dari limbah industry yang dihasilkan oleh perusahaan bersangkutan. corporate social responsibility merupakan tanggung jawab moral suatu perusahaan kepada para stakeholders terutama kepada komunitas atau masyarakat di sekitar wilayah atau lingkungan kerja dan operasionalnya. parameter keberhasilan suatu perusahaan dari pandangan csr adalah perusahaan dapat mengedepankan prinsip moral dan etika yakni mencapai hasil terbaik tanpa merugikan kelompok masyarakat lain. untuk mencapai keberhasilan tersebut, perusahaan harus dapat membangun hubungan yang harmonis dengan para stakeholders terutama dengan masyarakat dan lingkungan di mana perusahaan beroperasi. contoh dampak buruk lingkungan adalah seperti yang dilakukan oleh pt newmont dan pt lapindo. di indonesia kewajiban pengungkapan tanggung jawab sosial (corporate social responsibility disclosures) diatur dalam uu pt no. 40 tahun 2007 pasal 74 ayat 1 yang disahkan oleh dpr menyatakan bahwa pt (perseroan terbatas) yang menjalankan usaha di bidang dan atau bersangkutan dengan sumber daya alam wajib menjalankan tanggung jawab sosial dan lingkungan. uu no. 25 tahun 2007 pasal 15 tentang penanaman modal menyatakan bahwa setiap penanam modal berkewajiban melaksanakan tanggung jawab sosial perusahaan dan dalam pasal 34 telah diatur sanksisanksi bagi badan usaha atau usaha perorangan yang mengabaikan tanggung jawab sosial perusahaan. walaupun sudah diatur dalam undang-undang, banyak perusahaan tidak atau kurang mematuhi dalam menjalankan program-program tanggung jawab sosial perusahaan karena hal tersebut berkaitan dengan pengeluaran biaya berjumlah relatif besar, sehingga mengurangi besar laba bersih perusahaan. pengungkapan tanggung jawab sosial perusahaan merupakan hal penting sehingga membuat banyak peneliti melakukan penelitian dan diskusi mengenai faktor-faktor yang mempengaruhi pengungkapan tanggung jawab sosial bagi perusahaan. menurut sembiring (2005) serta untari (2010), menyatakan bahwa ukuran perusahaan (company size) secara signifikan berpengaruh terhadap pengungkapan tanggung jawab sosial perusahaan (csrd=corporate social responsibility disclosures), sedangkan menurut rahman dan widyasari (2008) company size secara signifikan tidak berpengaruh terhadap corporate social responsibility disclosures. menurut untari (2010) profitability secara signifikan berpengaruh terhadap csrd, sedangkan menurut rahman dan widyasari (2008) secara signifikan profitabilitas tidak berpengaruh terhadap csrd. menurut untari (2010) umur perusahaan (company ages) secara signifikan berpengaruh terhadap csrd, sedangkan menurut utami dan rahmawati (2010) company ages secara signifikan tidak berpengaruh terhadap csrd. menurut sembiring (2005) leverage secara signifikan berpengaruh terhadap csrd, sedangkan menurut untari (2010) serta rahman dan widyasari (2008) menyatakan bahwa leverage secara signifikan tidak berpengaruh terhadap csrd. perkembangan industri property dan real estate sangat menarik untuk diteliti. industri ini merupakan salah satu industri yang sedang berkembang pesat di indonesia yang mengikuti perkembangan pembangunan perumahan, apartemen, mall, gedung perkantoran, dan lain-lain yang dirancang dan disesuaikan menurut kebutuhan masyarakat yang makin modern. atas dasar perbedaan dari hasil penelitian sebelumnya serta perkembangan bisnis properti dan real estate di indonesia, maka penelitian ini dilakukan. adapun tujuan dan manfaat penelitian ini adalah untuk mengetahui apakah secara signifikan baik individual maupun simultan, variabel company size, profitability, company ages, serta leverage berpengaruh terhadap variabel corporate social responsibility disclosures. pengaruh company size..... (sunaryo) 63 tinjauan pustaka corporate social responsibilty (tanggung jawab sosial perusahaan) memiliki beberapa pengertian, menurut bertens (2000), tanggung jawan sosial perusahaan merupakan tanggung jawab moral perusahaan terhadap masyarakat. menurut untari (2010), tanggung jawab sosial perusahaan merupakan upaya perusahaan untuk meningkatkan kepedulian terhadap masalah sosial dan lingkungan dalam kegiatan usaha dan bagaimana perusahaan berinteraksi dengan stakeholders yang dilakukan secara sukarela. sedangkan menurut hackson dan milne (1996), tanggung jawab sosial perusahaan merupakan proses pengkomunikasian dampak sosial dan lingkungan dari kegiatan ekonomi suatu organisasi (perusahaan) terhadap kelompok khusus yang berkepentingan dan terhadap masyarakat secara keseluruhan. berdasarkan pengertian-pengertian tersebut dapat disimpulkan bahwa tanggung jawab sosial perusahaan merupakan tanggung jawab moral dan kepedulian perusahaan secara sukarela terhadap masalah lingkungan dan sosial melalui praktek bisnis. konsep tanggung jawab sosial perusahaan (corporate social responsibility) memadukan tiga fungsi perusahaan secara seimbang yakni (1) fungsi ekonomis merupakan fungsi tradisional perusahaan berupa perolehan laba perusahaan untuk kepentingan pemilik perusahaan. (2) fungsi sosial merupakan fungsi perusahaan untuk pemberdayaan manusia yaitu para pemangku kepentingan baik kepentingan primer maupun kepentingan sekunder serta berperan menjaga keadilan dalam berbagi manfaat serta menanggung beban yang ditimbulkan dari aktivitas perusahaan. (3) fungsi alamiah merupakan fungsi perusahaan berperan dalam menjaga kelestarian alam. dalam setiap perusahaan, terdapat pandangan atau pendapat yang menentang dan mendukung csr (tanggung jawab soasial perusahaan). alasan yang menentang csr adalah, pertama, erusahaan merupakan lembaga ekonomi dengan tujuan utamanya mencari keuntungan, bukan merupakan lembaga sosial. kedua, perhatian manajemen perusahaan terpecah dan akan membingungkan bila perusahaan dibebani banyak tujuan. ketiga, biaya kegiatan soasial akan meningkatkan biaya produk yang akan ditambahkan pada harga jual produk yang akan merugikan masyarakat dan konsumen. keempat, tidak semua perusahaan mempunyai tenaga terampil dalam menjalankan kegiatan sosial. adapun alasan yang mendukung csr adalah (a) kesadaran meningkat dari masyarakat makin kritis terhadap dampak negatif dari tindakan perusahaan yang merusak alam serta merugikan masyarakat sekitarnya; (b) sumber daya alam makin terbatas; (c) menciptakan lingkungan sosial makin baik; (d) pertimbangan lebih adil dalam memikul tanggung jawab dan kekuasaan untuk memikul baban sosial dan lingkungan antara pemerintah, perusahaan, dan masyarakat; (e) menciptakan keuntungan jangka panjang. sembiring (2005) menyatakan bahwa company size (ukuran perusahaan) merupakan variabel penduga yang banyak digunakan untuk menjelaskan pengungkapan dalam laporan keuangan perusahaan tahunan. hal ini dikaitkan dengan teori agensi yang menerangkan bahwa perusahaan besar memiliki biaya keagenan lebih besar dibandingkan dengan perusahaan kecil digunakan untuk mengungkapkan informasi yang lebih luas. perusahaan besar juga merupakan emiten yang banyak disoroti, pengungkapan lebih besar untuk mengurangi biaya politis sebagai wujud tanggung jawab sosial perusahaan. menurut untari (2010), pada dasarnya ukuran perusahaan didasarkan pada total aset. ukuran perusahaan dibagi menjadi tiga kategori seperti perusahaan besar (large firm), perusahaan menengah (medium firm), dan perusahaan kecil (small firm), dan secara signifikan company size berpengaruh terhadap corporate social responsibility disclosures sama dengan hasil penelitian herman (2009), rahmasawi dkk (2007), serta hackson dan milne (1996) dengan alasan bahwa perusahaan yang lebih besar tidak akan terlepas dari tekanan, aktivitas operasional yang lebih besar, pengaruh masyarakat dan pemegang saham untuk memperhatikan program-program sosial sebagai pengungkapan tanggung jawab sosial. sedangkan hasil penelitian rahman dan widyasari (2008) company size secara signifikan tidak berpengaruh terhadap corporate social responsibility disclosures. 64 journal the winners, vol. 14 no. 1, maret 2013: 61-69 leverage (hutang) merupakan salah satu komponen penting dalam struktur modal perusahaan karena hutang merupakan salah satu sumber pendanaan namun hutang dalam jumlah besar justru dapat berakibat pada memburuknya kondisi keuangan perusahaan. dengan demikian para investor perlu mempelajari rasio leverage yang dimiliki oleh setiap perusahaan. belkaoui dan karpik (1989) dalam sembiring (2005) menyatakan bahwa informasi social akan mengikuti suatu pengeluaran untuk pengungkapan penurunan pendapatan. sesuai dengan teori agensi manajemen perusahaan dengan tingkat leverage tinggi akan mengurangi pengungkapan tanggung jawab sosial yang dibuatnya agar tidak menjadi sorotan dari para debt holders. salah satu rasio leverage yang digunakan seorang investor dalam menemukan solvabilitas suatu perusahaan untuk menjamin keamanan investasi yang dilakukannya agar tidak merugi adalah debt to equity ratio (der). gipson (2009) menyatakan: “debt to equity ratio is another computation that is used to determine the entitty’s long term debt paying ability. this computation compares the total debt with the total shareholder’s equity. the debt equity ratio helps determine how well creditors are protected in case of insolvency of the company. from the perspective of long term debt paying ability, the lower this ratio and is the better the company’s debt position. debt to equity raio is total liabilities divided by shareholders’equity.” menurut simanjutak dan widiastuti (2004) variabel leverage secara signifikan berpengaruh terhadap pengungkapan tanggung jawab sosial perusahaan. menurut sembiring (2005) serta untari (2010) variabel leverage secara signifikan tidak berpengaruh terhadap pengungkapan tanggung jawab sosial perusahaan. penelitian sembiring dilakukan pada perusahaan pada umumnya sedangkan untari khusus dilakukan pada kelompok perusahaan barang konsumsi. company ages (umur perusahaan) merupakan salah satu faktor yang mempengaruhi kinerja perusahaan dalam mengungkapkan tanggung jawab sosialnya. umur perusahaan dapat menunjukkan kemampuan dalam mengatasi kesulitan dan hambatan yang dapat mengancam kehidupan perusahaan dan menunjukkan kemampuan perusahaan mengambil kesempatan dalam lingkungannya untuk mengembangkan usaha, serta umur perusahaan dapat menunjukkan kemampuan dalam keunggulan berkompetisi. dengan demikian makin lama perusahaan berdiri menunjukkan makin lama eksistensinya dalam lingkungan dan makin bisa meningkatkan kepercayaan investor dan kreditor. menurut untari (2010) variabel umur perusahaan secara signifikan berpengaruh terhadap pengungkapan tanggung jawab sosial perusahaan, sedangkan menurut utami dan rahmawati (2010) variabel umur perusahaan secara signifikan tidak berpengaruh terhadap pengungkapan tanggung jawab sosial perusahaan. profitability (profitabilitas) menunjukkan keberhasilan perusahaan dalam menghasilkan keuntungan perusahaan, hal ini dapat mendorong manajer memberikan kompensasi manajemen serta meyakinkan para investor dan kreditor akan perkembangan profitabilitas perusahaan sebagai dasar dalam pengambilan keputusan investasi dan pemberian pinjaman kepada perusahaan. besarnya profitability dalam penelitian ini diukur dengan return on assets, return on assets adalah net income dibagi dengan average total assets. menurut simanjutak dan widiastuti (2004) dan hackson dan milne (1996) variabel profitabilitas secara signifikan berpengaruh terhadap pengungkapan tanggung jawab social perusahaan, sedangkan menurut sembiring (2005) dan darwis (2009) variabel profitabilitas secara signifikan tidak berpengaruh terhadap pengungkapan tanggung jawab social perusahaan. metode penelitian ini menggunakan data sekunder berupa laporan keuangan tahunan kelompok perusahaan property dan real estate yang terdaftar di bursa efek indonesia untuk tahun 2009 sampai dengan 2011 serta hasil-hasil penelitian dari para peneliti sebelumnya yang telah dimuat di jurnal pengaruh company size..... (sunaryo) 65 jurnal ilmiah. diambil selama tiga tahun yakni tahun 2009, 2010, dan 2011 karena perusahaan real estate di indonesia yang terdaftar di bursa efek indonesia jumlahnya sedikit serta untuk memenuhi jumlah minimal data sampel yang diteliti yaitu 30. adapun banyaknya sampel yang dipilih sebanyak 14 perusahaan dengan kriteria perhitungan jumlah perusahaan property dan real estate yang terdapat di bursa efek indonesia sebanyak 48 buah, dikurangi dengan jumlah perusahaan real estate yang tidak menerbitkan laporan keuangan tahunan secara berturut-turut dari tahun 2009-2011 sebanyak 16 buah, dikurangi jumlah perusahaan yang tidak mengungkapkan informasi tanggung jawab sosial pada laporan tahunan secara berturut-turut dari tahun 2009-2011 sebanyak 14 buah dan dikurangi lagi jumlah perusahaan yang pernah mengalami kerugian dalam kurun waktu tahun 2009-2011. metode pengambilan sampel yang digunakan adalah purposive sampling dengan tujuan untuk mendapatkan sampel yang representatif sesuai dengan kriteria yang dikehendaki seperti: (a) perusahaan telah menerbitkan laporan keuangan tahunan secara berturut-turut dari tahun 2009-2011. (b). perusahaan telah menyajikan laporan pengungkapan tanggung jawab sosial dalam laporan tahunannya secara berturut-turut dari tahun 2009-2011 (c). perusahaan tidak mengalami atau menderita kerugian selama tahun 2009-2011. variabel-variabel yang digunakan adalah untuk variabel bebas (independent) seperti company size (cs), leverage, company ages (ca), dan profitability, sedangkan variabel terikat (dependent) adalah corporate social responsibility disclosures (csrd). variabel-variabel ini dipilih karena ada perbedaan hasil penelitian antara para peneliti sebelumnya, yaitu hasil penelitian menjelaskan bahwa variabel-variabel bebas seperti company size (cs), leverage, company ages (ca), dan profitabilty secara signifikan dan parsial berpengaruh terhadap corporate social responsibilty disclosures (csrd). ada pula yang menjelaskan secara signifikan tidak berpengaruh terhadap corporate social responsibility disclosures (csrd). uji hipotesis yang digunakan adalah uji f (simultan) dengan regresi sederhana (y = a+b1x1+b2x2+b3x3+b4x4+e), di mana y (variabel terikat) = corporate social responsibility disclosures, sedangkan x (variabel bebas) yang terdiri dari x1 (company size), x2 (company ages), x3 (profitability), dan x4 (leverage), dan uji t (parsial) dengan model hipotesis penelitian sebagai berikut: jika hasil signifikansinya lebih kecil dari 0,05 berarti signifikan dan jika lebih besar dari 0,05 berarti tidak signifikan. ha1: secara bersama-sama terdapat pengaruh signifikan antara variabel company size, leverage, company ages, dan profitability tehadap variabel corporate social responsibility disclosures. h01: secara bersama-sama tidak terdapat pengaruh signifikan antara variabel company size, leverage, company ages, dan profitability terhadap variabel corporate social responsibility disclosures. ha2: terdapat pengaruh signifikan antara variabel company size dengan variabel corporate social responsibility disclosures. h02: tidak terdapat pengaruh signifikan antara variabel company size dengan variabel corporate social responsibility disclosures. ha3: terdapat pengaruh signifikan antara variabel company ages dengan variabel corporate social responsibility disclosures. h03: tidak terdapat pengaruh signifikan antara variabel company ages dengan variabel corporate social responsibility disclosures. 66 journal the winners, vol. 14 no. 1, maret 2013: 61-69 ha4: terdapat pengaruh signifikan antara variabel profitability dengan variabel corporate social responsibility disclosures. ho4: tidak terdapat pengaruh signifikan antara variabel profitability dengan variabel corporate social responsibity disclosures. ha5: terdapat pengaruh signifikan antara variabel leverage dengan variabel corporate social responsibility disclosures. h05: tidak terdapat pengaruh signifikan antara variabel leverage dengan variabel corporate social responsibility disclosures. hasil dan pembahasan berdasarkan data pada tabel 1 (kolmogorov smirnov test), variabel bebas seperti company size, leverage, company ages, dan profitability serta variabel terikat seperti corporate social responsibility disclosures terdistribusi secara normal karena asymp. sig. lebih besar dari 0.05 yaitu sebesar 0,837. tabel 1 uji normalitas (one sample kolmogorov smirnov test) unstandardized reidual n normal parameter a,b. mean standard deviation most extreme differences absolute positive negative kolmogorov smirnov z asymp. siq. (2 –tailed) 42 .000000 .060596 .096 .096 .071 .620 .837 a. test disatributin is normal b. calculated from data berdasarkan data pada tabel 2, uji f (anova) mempunyai signifikan sebesar 0,012 lebih kecil dari 0,05, artinya ha1 diterima dan h01 ditolak atau signifikan. berarti, model regresi sederhana untuk variabel bebas (company size, leverage, company ages, dan profitability) secara bersama-sama dan signifikan berpengaruh terhadap variabel terikat (corporate social responsibility disclosures) dengan tingkat keyakinan sebesar 95%. dengan kata lain model regresinya adalah fit (layak). tabel 2 uji f (anova) model sum of squares df mean squares f siq. regression residual total .061 .151 .212 4 37 41 .015 .004 3.751 .012 a. predictors: (constant, company size, leverage, company ages, profitability) b. dependent variable: corporate social responsibility disclosures. pengaruh company size..... (sunaryo) 67 berdasarkan data pada tabel 3, uji t (coefficient regression) menunjukkan bahwa signifikansi company size sebesar 0,090 lebih besar dari 0,05, ha2 ditolak atau h02 diterima. berarti variabel company size secara signifikan tidak berpengaruh terhadap variabel corporate social responsibility disclosures. signifikansi company ages sebesar 0,125 lebih besar dari 0,05, ha3 ditolak atau h03 diterima. berarti variabel company ages secara signifikan tidak berpengaruh terhadap variabel corporate social responsibility disclosures. signifikansi variabel profitability sebesar sebesar 0,010 lebih kecil dari 0,05, ha4 diterima dan h04 ditolak. berarti variabel profitability secara signifikan berpengaruh terhadap variabel corporate social responsibility disclosures. signifikansi variabel leverage sebesar 0,275 lebih besar dari 0,05, ha5 ditolak atau h05 diterima. berarti variabel leverage secara signifikan tidak berpengaruh terhadap variabel corporate social responsibility disclosures. tabel 3 uji t (coefficient regreesion) model unstandardized coeff. standadized coeff. b std. error beta t siq. (constant) company size (cs) company ages (ca) profitability(p) leverage (lev) -.230 .034 -.002 1.078 .019 .259 .020 .001 .395 .017 .257 -.219 .384 -.164 .888 1.739 -1.568 2.729 -1.107 .380 .090 .125 .010 .275 dependent variable: corporate social responsibility disclosures persamaan regresi sederhana: y = -0,230 + 0,034 cs – 0,002 ca + 1,078 p + 0,019 lev. tabel 4 data sampel untuk 14 perusahaan property dan real estate tahun 2009-2011 no kode company size (logaritma total assets) company ages (years) profitability (roa) leverage (der) tahun 2009 01 ctrp 12,5625 15 0,0241 0,0632 02 dild 12,3304 42 0,0181 0,8029 03 gmtd 11,4852 18 0,0441 19247 04 lpck 12,1906 22 0,0166 2,1117 05 lpkr 13,0838 19 0,0360 1,2930 06 smra 12,6494 34 0,0377 1,860 07 asri 12,5514 16 0,0265 0,8397 08 bsde 12,9701 25 0,0678 0,7073 09 ctra 12,9322 28 0,0266 0,2288 10 ctrs 12,3558 20 0,0272 0,418 11 cowl 11,3170 28 0.0660 0,5812 12 lami 11,7857 41 0,0275 2,0492 13 pwon 12,6372 27 0,0359 1,5437 14 gpra 12,1216 22 0,0226 1,2990 no kode tahun 2010 01 ctrp 12,5825 16 0,0443 0,0730 02 dild 12,6627 43 0,0880 0,2691 03 gmtd 11,5551 19 0,0768 1,998 04 lpck 12,2227 23 0,0391 1,9623 05 lpkr 13,2008 20 0,0368 0.9751 06 smra 12,7881 35 0,0382 1,8457 07 asri 12,6616 17 0,,0634 1,0700 08 bsde 13,0680 26 0,0642 0,5771 09 ctra 12,9721 29 0,0415 0,2932 10 ctrs 12,4165 21 0,0369 0,5475 11 cowl 11,4264 29 0,0315 1,0455 12 lami 11,7814 42 0,0475 1,6411 13 pwon 12,6927 28 0,0642 1,4319 14 gpra 12,0736 23 0,0278 0,946 68 journal the winners, vol. 14 no. 1, maret 2013: 61-69 no kode tahun 2011 01 ctrp 12,6349 17 0,0391 0,1962 02 dild 12,7552 44 0,0259 0,4982 03 gmtd 11,6877 20 0,1008 1,8090 04 lpck 12,3100 24 0,1262 1,4858 05 lpkr 13,2615 21 0,0446 0,940 06 smra 129084 36 0,0480 2,696 07 asri 12,7787 18 0,1003 1,1557 08 bsde 13,1068 27 0,0791 0,548 09 ctra 130616 30 0,0429 0,5070 10 ctrs 125477 22 0,0565 0,8107 11 cowil 115862 30 0,0864 1,3543 12 lami 11,7723 43 0,092 1,065 13 pwon 12,7593 29 0,0659 1,4207 14 gpra 12,0921 24 0,0363 0,8973 simpulan sebanyak 14 sampel diambil secara purposive sampling dari 48 perusahaan property dan real estate yang terdaftar di bursa efek indonesia untuk tahun 2009-2011. variabel bebas (independent) nya adalah company size, company ages, profitability, dan leverage, sedangkan variabel terikatnya adalah corporate social responsibility disclosures. uji hipotesis simultan memenuhi syarat regresi sederhana, sedangkan untuk uji hipotesis parsialnya adalah variabel company size secara signifikan tidak berpengaruh terhadap variabel corporate social responsibility. hasil penelitian ini sama dengan hasil penelitian dari rahman dan widyasari (2008) namun berbeda dengan hasil penelitian dari untari (2010), rahmawati, dkk (2007), serta hackson dan milne (1996) yang menjelaskan bahwa company size secara signifikan berpengaruh terhadap corporate social responsibility disclosures. untuk variabel company ages secara signifikan tidak berpengaruh terhadap variabel corporate social responsibility disclosures. hasil penelitian ini sama dengan hasil penelitian dari utami dan rahmawati (2010). akan tetapi, hasil ini berbeda dengan hasil penelitian dari untari (2010) yang menjelaskan bahwa variabel company ages secara signifikan berpengaruh terhadap variabel corporate social responsibility disclosures. untuk variabel profitability secara signifikan berpengaruh terhadap variabel corporate social responsibility disclosures. hasil penelitian ini sama dengan hasil penelitian simanjuntak dan widiastuti (2004) serta hackson dan milne (1996). hasil ini berbeda dengan hasil penelitian dari darwis (2009) serta sembiring (2005) yang menjelaskan bahwa variabel profitability secara signifikan tidak berpengaruh terhadap variabel corporate social responsibility disclosures. untuk variabel leverage secara signifikan tidak berpengaruh terhadap variabel corporate social responsibility disclosures. hasil penelitian ini sama dengan hasil penelitian dari sembiring (2005) serta untari (2010) namun berbeda dengan hasil penelitian dari simanjutak dan widiastuti (2004) yang menjelaskan bahwa variabel leverage secara signifikan berpengaruh terhadap variabel corporate social responsibility disclosures. perbedaan hasil penelitian tersebut diutamakan karena perbedaan kelompok industri yang diteliti, di mana untuk kelompok industri property dan real estate memiliki ciri-ciri khusus yang berbeda dengan kelompok industri lainnya khususnya berkaitan dengan proses produksi, penanganan bahan, dan penanganan tenaga kerja langsung serta limbah industri. penelitian ini dapat dilanjutkan dengan menggunakan kelompok industri lain seperti agribisnis, pertambangan, dan kelompok industri lain serta menambah varibel bebas yang belum diteliti dalam penelitian ini. pengaruh company size..... (sunaryo) 69 daftar pustaka bertens, k. (2000). pengantar etika bisnis. yogyakarta: karnisius. darwis, h. (2009). ukuran perusahaan, profitabilitas, dan financial leverage pengaruhnya terhadap pengungkapan tanggung jawab sosial perusahaan high profile di bei. jurnal keuangan dan perbankan, 13(1), 52–61. febrina & suaryana, i. g. n. a. (2011). faktor-faktor yang mempengaruhi kebijakan pengungkapan tanggung jawab sosial dan lingkungan pada perusahaan manufaktur di bursa efek indonesia. simposium nasional akuntansi xiv aceh. gipson, c. h. (2009). financial reporting and analysis: using financial accounting information. 10th edition. united stated of america: thomas higher education. hackson, d. & milne, m. j. (1996). some determinand of social and evironmental disclosures in new zealand. accounting, auditing, and accountibility journal, 9(1), 77–108. rahman, a. & widyasari, k. n. (2008). the analysis of company characteristics influence toward csr disclosure. empirical evidence of manufacturing companies lited in jsx. jaai, 12(1), 25–35. rahmawati, i., mutmainah, n. s., & haryanto. (2007). analisis pengaruh ukuran perusahaan, likuiditas, leverage, dan profitabilitas terhadap mandatory disclosures: studi empiris pada perusahaan manufaktur yang tedaftar di bursa efek indonesia. jurnal maksi, 7, 87–103. sembiring, e. r. (2005). karakteristik perusahaan dan pengungkapan tanggung jawab sosial. studi empiris pada perusahaan yang terdaftar di bursa efek jakarta. simposium nasional akuntansi viii. solo. simanjutak, b. h. & widiastuti, l. (2004). faktor-faktor yang mempengaruhi kelengkapan laporan keuangan pada perusahaan manufaktur yang terdaftar di bursa efek jakarta. jurnal riset akuntansi indonesia, 7, 351–366. untari, l. (2010). effect on company characteristics corporate social responsibility disclosures in corporate anual report of consumption listed at idx. universitas gunadharma. utami, i. d. & ratmawati. (2010). pengaruh ukuran perusahaan, dewan komisaris, kepemilikan institusional, kepemilikan asing, dan umur perusahaan terhadap pengungkapan tanggung jawab sosial perusahaan pada perusahaan property dan real estate yang terdaftar di bursa efek indonesia. simposium nasional akuntansi xiii. purwokerto. pembiayaan defisit …… (la ode suriadi) 127 pembiayaan defisit dengan utang dan ketahanan fiskal di indonesia la ode suriadi fakultas ekonomi, universitas haluoleo jln. h.e.a mokodompit no. 1, malaka anduonohu, kota kendari 93232 idsuriadi@gmail.com abstract the focus of this study is to analyze the fiscal sustainability in indonesia. to achieve these objectives, multiple regression model was constructed by the method of ordinary least squares (ols). this model modified of the model of buiter, cudington, and din. h.t. data were collected from various sources such as the world bank, asian development bank, bank of indonesia, the ministry of finance of the republic of indonesia and the indonesian central bureau of statistics. the data are in the form of time series from 1980 2011. the results indicated that the budget deficit financing via debt (both foreign debt and domestic debt) still maintaining fiscal sustainability. this indication is seen from the change in value of the primary surplus that causes the debt ratio has decreased. besides debt financing (both foreign debt and domestic debt) does not significantly causes the debt ratio increases. keywords: deficit, external debt, internal debt, fiscal sustainable abstrak fokus penelitian ini adalah untuk menganalisis kesinambungan fiskal di indonesia. untuk mencapai tujuan tersebut, model regresi yang dibangun adalah ordinary least squares (ols). metode ini merupakan modifikasi dari model buiter, cudington dan din. h.t. data diambil dari world bank, asian development bank, bank indonesia, kementerian keuangan indonesia, dan badan pusat statistik. data tersebut adalah time series tahun 1980-2011. hasil menunjukkan bahwa pembiayaan defisit anggaran pemerintah (baik pinjaman luar maupun dalam negeri) masih mempertahankan ketahanan fiskal. ini adalah indikasi adanya perubahan nilai surplus primer yang menyebabkan rasio utang pemerintah telah berkurang. selain itu, dana utang (baik dari luar maupun dalam negeri) tidak dapat menyebabkan kenaikan rasio utang kata kunci: defisit, external debt, internal debt, ketahanan fiskal 128 journal the winners, vol. 14 no. 2, september 2013: 127-137 pendahuluan kebijakan fiskal yang berkelanjutan merupakan topik yang sangat penarik untuk dikaji dalam perekonomian indonesia. kebijakan fiskal merupakan upaya-upaya pemerintah dalam membuat rencana-rencana ekonomi yang bertujuan untuk menyejahterakan rakyat. sering kali kebijakan yang dibuat tersebut memberi efek positif terhadap pertumbuhan ekonomi dan kesejahteraan rakyat, namun sering pula kebijakan itu memberi efek negatif terhadap aktivitas yang lain. sebagai contoh, keberhasilan pemerintah dalam memulihkan perekonomian melalui ekspansi fiskal yang dijalankan selama ini. ekspansi fiskal yang dijalankan pemerintah telah berhasil mengeluarkan indonesia dari krisis, mulai dari krisis ekonomi tahun 1997-1998 maupun krisis global yang terjadi tahun 2009 yang lalu. namun berbagai ekspansi fiskal yang dijalankan pemerintah tersebut membawa konsekuensi lain yakni meningkatnya pembiayaan fiskal terutama yang bersumber dari utang. bahkan sejak tahun 1990-an utang telah menjadi sumber utama pembiayaan fiskal. gambaran ini dapat dilihat pada tabel berikut: tabel 1 sumber pembiayaan defisit apbn 2006-2011 (triliun rupiah) 1980 1990 2000 2006 2007 2008 2009 2010 2011 utang non utang % pembiayaan defisit dgn utang 1,4 2,6 35,0 8,38 1,8 82,3 53,5 30,0 64,1 20,5 19,5 51,3 46,0 12,3 75,8 67,5 16,6 80,3 86,5 43,3 76,7 108,3 25,4 81 125,3 26,7 83,1 sumber: nota keuangan, buku strategi pengelolaan utang, dan beberapa sumber lainnya fenomena pergeseran struktur dan peranan utang tersebut menyebabkan akumulasi stok utang meningkat dan makin beratnya cicilan pokok dan bunga utang yang dibebankan pada anggaran pemerintah baik dalam anggaran belanja maupun pembiayaan pemerintah. dalam enam tahun terakhir stok utang pemerintah menunjukkan peningkatan yang cukup signifikan. pada akhir tahun 2006 stok utang pemerintah sebesar rp.1.302 triliun, dan tahun 2011 menjadi rp.1.804 triliun. tabel 2 perkembangan stok utang, pembayaran cicilan pokok, maupun bunga utang pemerintah 2005-2011 (triliun rupiah) 2006 2007 2008 2009 2010 2011 stok utang pemerintah 1,302 1,389 1,637 1,591 1,677 1,804 1. pinjaman 559 586 730 611 612 613 2. surat berharga negara 743.0 803.0 906.0 979.0 1.1 1.2 rasio stok utang thp pdb 39.0 35.2 33.1 28.4 26.1 24.4 pembayaran bunga utang 79.1 79.8 88.4 93.8 88.4 106.6 1. dalam negeri 54.9 54.1 59.9 63.8 61.5 76.6 2. luar negeri 24.2 25.7 28.5 30 26.9 30 rasio bunga utang thp pdb 2.4 2.0 1.8 1.7 1.4 1.4 pembayaran cicilan pokok utang luar negeri 52.8 57.9 61.3 69 54.1 47.2 rasio cicilan pokok thp pdb 1.6 1.5 1.2 1.2 0.8 0.6 bunga + pokok utang 131.9 137.7 149.7 162.8 142.5 153.8 rasio bunga dan pokok thp pdb 4.0 3.5 3.0 2.9 2.2 2.1 sumber: nota keuangan 2012 terkait dengan hal di atas, lembaga kajian dan riset ekonomi bright indonesia menilai bahwa kondisi utang pemerintah telah mengkhawatirkan, terutama berkaitan dengan beban pembayaran utang setiap tahunnya. berdasarkan profil utang sebagaimana terlihat dalam tabel di atas, pembiayaan defisit …… (la ode suriadi) 129 secara nominal beban tersebut cenderung tidak akan menurun pada waktu yang akan datang. hal ini disebabkan stok utang terus meningkat, bahkan per akhir april 2013, stok utang meningkat menjadi rp. 2.023,72 triliun. jika ada guncangan eksternal atau melemahnya perekonomian domestik secara signifikan, maka beban utang pemerintah akan langsung memperparah keadaan. stok utang yang meningkat setiap tahun telah menyebabkan alokasi belanja pemerintah untuk membayar pokok dan bunga utang meningkat dua kali lebih besar dari alokasi untuk belanja belanja. tabel 3 perkembangan belanja modal 2006-2011(triliun rupiah) 2006 2007 2008 2009 2010 2011 belanja modal rasio thd pdb 55,0 1,6 64,3 1,7 72,8 1,5 75,9 1,4 80,3 1,3 141,0 2,0 bunga + pokok utang rasio thp pdb 131.9 4.0 137.7 3.5 149.7 3.0 162.8 2.9 142.5 2.2 153.8 2.1 sumber: kementerian keuangan dalam nota keuangan 2012 gambaran ini makin memperkuat anggapan bahwa pembiayaan fiskal dengan utang telah menyebabkan anggaran fiskal pemerintah makin terbebani,apalagi sepanjang krisis ekonomi dari 1997 hingga 2003 rasio utang pemerintah jauh di atas ambang batas yang ditentukan pemerintah sebesar 60 persen dari pdb. menurut arif dan sasono (1987) dan rachbini (2006), utang pemerintah yang telah melampaui batas, secara politik dapat berdampak buruk terhadap perekonomian domestik, bahkan wibowo (2003) menyatakan bahwa utang pemerintah yang terlampau tinggi menjadi sumber ancaman bagi stabilitas ekonomi makro, baik melalui tekanan defisit fiskal, maupun cadangan devisa. sejalan dengan itu, yuswar dan mulyadi (2005) menyatakan, utang memang diperlukan pada tingkat yang wajar dan penambahan utang akan memberikan dampak positif terhadap pertumbuhan ekonomi,tetapi stok utang yang telah melebihi limit tertentu, akan membawa dampak negatif terhadap pertumbuhan ekonomi, bahkan dapat pula mengancam ketahanan fiskal (fiscal sustainability). berdasarkan fenomena di atas, penelitian ini bertujuan untuk menganalisis apakah pembiayaan fiskal pemerintah dengan utang yang dijalankan selama ini masih mempertahankan keberlanjutan fiskal (fiscal sustainability) atau tidak. kajian teori pengertian fiscal sustainability dapat dipahami melalui accounting approach dan present value constraint approach (rahayu, 2010). kedua pendekatan ini didasarkan pada model government fiscal financing constraint (cuddington, 1996). model ini menyatakan bahwa: bt = (1 + rt) bt-n surpb …….. ........................................................... (1) di mana: bt = jumlahutang (bonds) pemerintah yang beredar (outstanding) pada tahun t; rt = tingkat bunga; surpb = surplus pada primary balance. persamaan di atas menyatakan bahwa jumlah outstanding utang pemerintah sama dengan selisih antara bunga dan cicilan utang pemerintah dengan surplus primer (primary balance). surplus primer itu sendiri adalah selisih antara anggaran penerimaan dan anggaran pengeluaran pemerintah di luar bunga dan cicilan utang. berdasarkan persamaaan (1) di atas dapat diuraikan lagi menjadi: 130 journal the winners, vol. 14 no. 2, september 2013: 127-137 bt– bt-n = rt bt-n– surpb……….. ......................................................... (2) atau δb = rt bt-n– surpb……....................................................................... (3) di mana δb adalah tambahan utang pemerintah. dari persamaan dapat disimpulkan bahwa: (1) apabila surpb = 0, maka utang akan bertambah sebesar bunga atas utang sebelumnya. (2) apabila surpb lebih rendah dari rt bt-n, maka b positif, yang berarti pokok utang pemerintah terus meningkat. (3) apabila surpb lebih besar dari rt bt-n, maka b negatif yang berarti pokok utang pemerintah terus menurun. bila persamaan (2) di atas dinyatakan dalam bentuk rasio terhadap gdp, akan diperoleh persamaan: ........................................................(4) di mana: yt = gdp tahun t g = real growth rate dari gdp persamaan (3) dapat disederhanakan menjadi: ….........................................................(5) di mana: bt = yaitu debt/gdp ratio surpbt = surpbt/gdp ratio dari persamaan (4) dapat diperoleh perubahan rasio debt terhadap gdp sebagai berikut : …......................................(6) menurut definisi accounting approach, defisit atau suplus pada primary balance adalah sustainable jika primary balance menghasilkan debt/gdp ratio yang konstan. ini berarti dalam persamaan (5) harus sama dengan 0, sehingga: ….......................................................................(7) pendekatan lain yang dapat digunakan adalah present value constraint approach (pvc). dalam pendekatan ini sustainable dapat dipertahankan dalam kondisi no ponzi game (greiner, a., koeller, u. dan semmler, w. (2006 )). kondisi no ponzi game (npg) dapat dipertahankan dengan melakukan iterasi ke depan terhadap persamaan (4) akan diperoleh : ......................................................(8) pembiayaan defisit …… (la ode suriadi) 131 bila bagian terakhir dari persamaan di atas diambil limitnya menuju tak terhingga dan sama dengan nol, maka: ..................................................................(9) persamaan di atas memenuhi no ponzi game (npg). kondisi npg di atas menyatakan bahwa present value dari utang pemerintah di masa depan secara tak berhingga menuju nol (converges to zero). hal ini dapat terjadi jika pertumbuhan utang secara riil lebih lambat dari pada tingkat bunga riil. penerapan kondisi npg terhadap persamaan di atas menghasilkan: .......................................................................(10) persamaan ini disebut intertemporal government financing contraint. persamaan ini menyatakan bahwa jumlah utang pemerintah pada saat tertentu harus sama dengan present value dari surplus primary balance di masa mendatang. jika kondisi ini terpenuhi maka fiscal policy dianggap sustainable. chouraqui, hagemann dan sartor (1999) menyatakan bahwa ada tiga syarat yang harus dipenuhi dalam menilai kesinambungan fiskal pemerintah yaitu implementasi, interpretasi dan adanya kesamaan persepsi. hal ini dimaksudkan untuk menghindari perbedaan-perbedaan pengukuran dalam hubungan antarnegara. mereka menekankan pentingnya konsistensi kebijakan fiskal. penerapan kebijakan yang berubah-ubah akan menyulitkan pengukuran kinerja. dalam observasinya terhadap sejarah fiskal negara-negara oecd, menemukan bahwa cyclically-adjusted budget balance (cab) merupakan cara efektif untuk saling mengontrol secara kolektif kestabilan fiskal masing-masing negara anggota. hal ini bisa terjadi karena kebanyakan negara-negara eropa barat pasca perang dunia ii berangkat dari kondisi perekonomian yang sama. buiter (1997) mengidentifikasi beberapa faktor yang memengaruhi kesinambungan fiskal. fungsi identitas yang dielaborasi mencantumkan banyak variabel yang terkaitdengan penentuan stabilitas fiskal adalah: ....................................... (11) di mana: ct = konsumsi pemerintah pada periode t tt = pajak setelah dikurangi transfer dan subsidi et = nilai tukar di pasar spot = nilai bantuan luar negeri dalam mata uang asing ft = aliran kas dari sektor publik at = pembentukan modal domestik di sektor publik privt = dana hasil privatisasi it = suku bunga utang publik domestik = nilai nominal face value kewajiban domestik pemerintah termasuk tunggakan maupun yang sedang berjalan 132 journal the winners, vol. 14 no. 2, september 2013: 127-137 = suku bunga utang dalam denominasi mata uang asing = nilai nominal kewajiban luar negeri termasuk bunga, tunggakan dankewajiban bank sentral dalam denominasi mata uang asing = cadangan devisa tt-1 = stok uang beredar dalam hal ketahanan utang, ada dua pendapat mengenai wacana indikator, yaitu yang berpegang pada surplus primer dan yang berpegang pada rasio utang terhadap pdb. beberapa penulis seperti cohen (2000) dan marks (2003) menggunakan parameter rasio utang terhadap pdb sebagai indikator ketahanan fiskal. pertumbuhan utang luar negeri tidak boleh lebih cepat daripada pertumbuhan ekonomi. buiter (1995) menawarkan tiga pilihan proxy yang berbeda dalam mengukur kesinambungan fiskal, yaitu rasio utang publik terhadap pdb, one-period primary gap dan permanent primary gap. buiter menyebut penurunan rasio utang terhadap pdb sebagai indikasi kemampuan menjaga solvabilitas jangka panjang. selain itu buiter jugamengidentifikasi variabel-variabel yang dapat memengaruhi solvability fiskal, yaitu: (1) rasio utang terhadap pdb. (2) rasio surplus primer terhadap pdb. (3) suku bunga jangka panjang. (4) pertumbuhan ekonomi jangka panjang. primary gap adalah selisih antara surplus primer aktual dan surplus primer yang diharapkan. jika primary gap dihitung pada satu periode saja (t), maka hal ini disebut sebagai one-period primary gap. namun, jika mempertimbangkan faktor solvability-nya sampai akhir periode utang maka primary gap tersebut disebut sebagai permanent primary gap. one-period primary gap dapat dirumuskan sebagai berikut. .............................................. (12) sedangkan permanent primary gap dapat dirumuskan sebagai solvency gap berikut. ............................................. (13) di mana: bt = utang pada periode t ∞ = permant primary gap g = pertumbuhan ekonomi δ = standar deviasi s = surplus primary gap, yang merupakan selisih antara ideal atau rencana denganaktual atau realisasi r = suku bunga utang berkaitan dengan keseimbangan primer sebagai indikator ketahanan utang, bohn, h. (1998) mengamati respon surplus anggaran primer terhadap perubahan rasio utang terhadappendapatan. respon yang positif menunjukkan bahwa pemerintah mengambil tindakan mengurangi pengeluaran non bunga atau meningkatkan penerimaan akan menghambat perubahan utang. hubungan sistematis antara rasio utang terhadap pendapatan dan surplus primer ditunjukkan dengan persamaan regresi sebagai berikut. pembiayaan defisit …… (la ode suriadi) 133 st= ρ* dt +α* zt+ εt= ρ* dt+ μt .................................................. (15) di mana: zt = faktor-faktor lain yang memengaruhi surplus primer εt = error term μt = α . zt + εt. dalam kaitannya dengan sektor publik, konsep solvabilitas didasarkan atas kemampuan untuk memenuhi intertemporal budget constraint. dinh (1999) memaparkan sebuah pendekatan sederhana yang didasarkan padasolvabilitas dan kesinambungan untuk mengukur kinerja fiskal. indikator yang digunakanadalah fiscal solvency adjustment (untuk mengukur seberapa besar tambahan fiskalyang diperlukan untuk mencapai tingkat solvabilitas sektor publik) dan fiscal sustainability adjustment (untuk mengukur seberapa besar usaha fiskal yang diperlukan tanpamenambah relatif utang internal maupun eksternal terhadap output). model fiscal solvency adjustment yang digunakan adalah sebagai berikut. ........................................................................... (16) di mana: s* = proporsi output yang harus dicapai agar tercipta solvabilitas pada sektor publik b0 = utang awal pemerintah y0 = output (pdb) r = suku bunga g = pertumbuhan ekonomi sedangkan untuk mengukur penyesuaian kesinambungan fiskal digunakan model fiscal sustainability adjustment. formula model tersebut adalah sebagai berikut. ............. (17) di mana: s** = primary surplus (yang ditulis dalam presentase output) yang diperlukan untuk mencapai debt sustainability pada sektor publik β = jumlah utang dalam negeri β* = jumlah utang luar negeri r = suku bunga riil g = tingkat pertumbuhan μ = grant atau komponen soft money pada anggaran x/y = proporsi ekspor pada output nasional r* = suku bunga riil internasional ê = perubahan nilai tukar riil = tingkat pertumbuhan ekspor 1/ v = velocity of money demand = tingkat inflasi menurut roubini (2001), solvability akan tercapai bila pemerintah tidak meningkatkan jumlah utang lebih cepat dibandingkan tingkat bunga riil utang. bahkan bila transaksi berjalan dalam keadaandefisit pun, solvability masih dapat dicapai jika terdapat potensi surplus di masa depan. 134 journal the winners, vol. 14 no. 2, september 2013: 127-137 kriteria solvabilitas yang bersandar pada surplus tidak lagi realistis karena pemerintah seringkali tidak dapat berkomitmen penuh dalam mencapai surplus di kemudian hari. selain itu, penyesuaian dalam mencapai surplus membutuhkan biaya yang sebagian besar berasal dari penerimaan pajak. artinya, ada pergeseran orientasi pajak jangka panjang untuk orientasi surplus jangka pendek. bila jalur kontraksi yang dipilih, maka pemotongan subsidi bagi masyarakat menjadi pilihan. metode mengacu pada kerangka teori yang dibangun di atas, dengan memodifikasi model buiter (1997), model cudington (1996) dan model din (1999), maka model dampak pembiayaan defisit dengan utang terhadap ketahanan fiskal dapat dinyatakan sebagai berikut: .............................................(18) di mana: = rasio utang terhadap gdp yang merupakan indikator ketahanan fiskal. st = surplus primer pada periode t (selisih g dan t diluar cicilan pokok dan bunga utang). ulnp = utang luar negeri pemerintah = utang dalam negeri pemerintah = suku bunga utang dalam denominasi mata uang asing = suku bunga dalam negeri model di atas diturunkan dari asumsi bahwa utang pemerintah bersumber dari utang luar negeri dan utang dalam negeri. secara matematis hal ini dapat ditulis sebagai berikut. tlup = ulnp +udnp…..........................................................(19) di mana: tlup = total utang pemerintah ulnp dan udnp sudah didefinisikan sebelumnya. mengikuti model (1) sebelumnya, model dasar ketahanan fiskal dapat dituliskan kembali sebagai berikut: tlup = f(ulnp, udnp, surpb) ..............................................(20) di mana: surpb = primary balance (kesimbangan primer) persamaan ini dapat diubah kedalam bentuk relatif atau rasio terhadap pdb, sehinga diperoleh persamaan: ..........................................(21) persamaan ini dapat disederhanakan menjadi: pembiayaan defisit …… (la ode suriadi) 135 ..........................................(22) di mana: model 22 ini diasumsikan tingkat bunga dan laju pertumbuhan ekonomi adalah konstan. oleh karena tingkat bunga merupakan faktor yang dapat memengaruhi keputusan untuk meminjam, maka dalam penelitian akan dimasukan sebagai variabel kontrol. terkait dengan dua macam utang, suku bunga luar negeri (ir) dan suku bunga dalam negeri (sbi) akan dimasukan kedalam model, sehingga model 22 dapat ditulis kembali menjadi: ……….............(23) di mana: ir = suku bunga luar negeri i = suku bunga dalam negeri (sbi) variabel lain telah didefinisikan sebelumnya. hasil dan pembahasan berdasarkan fungsi tersebut, hasil estimasi model ketangguhan fiskal dapat dilihat pada tabel 4.1. tabel tersebut memperlihatkan nilai koefisien surplus primer bertanda tanda negatif dan signifikan. hasil ini menunjukkan bahwa jika suplus primer dapat dipelihara kenaikannya, rasio utang publik terhadap pdb dapat dikurangi. ini berarti kesinambungan fiskal (fiscal sustainability) pemerintah makin terjaga. hal ini relevan dengan yangdikemukakan oleh cuddington (1996) dan buiter (1995). fakta di atas menunjukkan bahwa jika surplus primer pemerintah dapat dipelihara kenaikannya misalnya sebesar 1 persen, rasio utang terhadap pdb dapat dikurangi rata-rata sebesar 3,2 persen. hasil ini mendukung klaim pemerintah bahwa rasio utang pemerintah makin menurun seiring dengan meningkatnya surplus primer. ini berarti pengelolaan anggaran pemerintah yang selalu menetapkan defisit anggaran dibawah tiga persen, menjamin kesinambungan fiskal pemerintah tetap terjaga. argumen ini dikuatkan pula oleh hasil estimasi dimana pembiayaan defisit dengan utang baik yang bersumber dari utang luar negeri maupun utang dalam negeri tidak signifikan menyebabkan rasio utang pemerintah meningkat. hal ini ditunjukkan oleh nilai koefisien rulnp dan rudnp yang tidak signifikan. temuan ini juga mengindikasikan bahwa kemampuan keuangan pemerintah untuk membayar utangnya tetap solvable. tabel 4 hasil estimasi persamaan rasio total utang variable coefficient std. error t-statistic prob. adj. r-square prob(f-statistic) durbin-watson stat c 0.766418 0.230475 3.325389 0.0027 0.649805 0.000043 1.353816 surpb -3.20e-02 1.62e-06 -1.980844 0.0587 rulnp 0.002132 0.002641 0.807338 0.4271 rudnp -0.004592 0.004592 -1.000156 0.3268 ir 0.089645 0.030096 2.978600 0.0064 i 0.022322 0.004872 4.581646 0.0001 sumber: hasil estimasi 136 journal the winners, vol. 14 no. 2, september 2013: 127-137 syarat kedua dari ketangguhan fiskal ini dapat diuji melalui koefisien surpb sebesar -1 (satu). melalui uji anova dan uji chi square dapat dibuktikan apakah koefisien surpb memenuhi kaidah sama besar dengan -1. hasil uji tersebut diperlihatkan dalam tabel berikut. tabel 5 wald test equation: eq_rtlup test statistic value df probability f-statistic 53.62804 (1, 25) 0.0000 chi-square 53.62804 1 0.0000 null hypothesis summary: normalized restriction (= 0) value std. err. 1 + c(1) 1.766418 0.241211 sumber: hasil penelitian hasil uji di atas menunjukkan bahwa pada tingkat kepercayaan 99 persen, ketahanan fiskal didukung oleh data. artinya kebijakan anggaran yang dijalankan pemerintah selama periode penelitian masih mempertahankan fiscal sustainability. walaupun demikian secara rata-rata rasio surplus primer kita masih sangat rapuh karena masih fluktuatif bahkan secara rata-rata masih negatif 0,11 persen (gambar 1). minimnya surplus primer mengindikasikan lemahnya ketersediaan dana yang dapat dimanfaatkan untuk membiayai pembangunan. akibatnya kita masih akan tergantung pada utang meski dalam batas ambang aman. oleh karena itu manajemen penggunaan utang harus dilakukan secara hati-hati, mengingat perubahan tingkat suku bunga baik suku bunga pinjaman luar negeri atau pun suku bunga sbi, kedua-duanya akan memengaruhi perubahan rasio utang terhadap pdb. peningkatan tingkat suku bunga luar negeri akan mendorong peningkatan rasio utang terhadap pdb rata-rata 8,9 persen, sedangkan tingkat suku bunga sbi akan mendorong peningkatan rasio utang terhadap pdb rata-rata 2,2 persen. gambar 1 rasio surplus primer terhadap pdb sumber: hasil penelitian, data diolah secara teori hal ini memungkinkan karena peningkatkan suku bunga, secara otomatis akan mendongkrak naiknya utang pemerintah, baik utang luar negeri mapun utang dalam negeri. keadaan ini pada akhirnya akan mendorong stok utangjuga akan makin meningkat. pembiayaan defisit …… (la ode suriadi) 137 simpulan berdasarkan hasil analisis dan pembahasan sebagaimana dikemukakan di atas, dapat disimpulkan bahwa pembiayaan defisit anggaran pemerintah dengan utang baik utang luar negeri maupun utang dalam negeri, masih mempertahankan fiscal sustaibility. namun demikian pemerintah harus hati-hati dalam penggunaan utang karena kenaikan suku bunga pinjaman, baik suku bunga pinjaman luar negeri maupun suku bunga pinjaman dalam negeri akan menyebabkan rasio utang meningkat. daftar pustaka arif, s., sasono, a. (1987). modal asing, beban utang luar negeri dan ekonomi indonesia. jakarta: ui press. bohn, h. (1998). the behaviour of u.s public debt and deficits. journal of economics, 113(3), 949– 963. buiter, w. h. (1997). aspects of fiscal performance in some transition economies under fund. supported programs, imf. chouraqui, j. c., hagemann, r. p., sartor, n. (1999). indicators of fiscal policy: a reexamination. oecd, working paper, 78. cohen, d. (2000). the hipc initiative: true and false promises. oecd development center. cuddington, j. t. (1996). analyzing the sustainability of fiscal deficits in developing countries. washington d.c., usa: university of george washington. dinh, h. t. (1999). fiscal solvency and sustainability in economic management. working paper world bank. greiner, a., koeller, u., semmler, w. (2006). testing the sustainability of german fiscal policy: evidence for the period 1960–2003. empirica, 33. marks, s. v. (2003). fiscal sustainability and fiscal solvency: theory and recent experience in indonesia. disiapkan untuk bappenas, pegasus consulting. rachbini, d. j. (2006). ekonomi politik dan teori pilihan publik. edisi kedua. jakarta: ghalia indonesia. rahayu, a. s. (2010). pengantar kebijakan fiskal. jakarta: bumi aksara. roubini, n. (2001). why should the foreign creditors of argentina take a greater hit/hair cut than the domestic ones. working paper series, nber. wibowo, d. (2003). optimalisasi manajemen utang luar negeri pemerintah. diakses dari http://www.kau.or.id/articles.php?lng=en&pg=192, yuswar, z. b., mulyadi, s. (2005). keuangan negara dan analisis kebijakan utang luar negeri. jakarta: penerbit raja grafindo persada. microsoft word 03_heshmatolah_astudy of accountans-edit 20 journal the winners, vol. 13 no. 1, maret 2012: 20-26 a study of accountant required skills to have efficient participation in the implementation of xbrl heshmatolah asadizeidabadi department of accounting, islamic azad university 159, 7th boostan st., pasdaran ave., sirjan, iran heshmat_alah@yahoo.com abstract the role of the accountants in a business environment has been evolving over the years. accountants need to have the implementation and maintenance skills of xbrl (extensible business reporting language) which is revolutionizing business reporting around the world, in the organization. the present study encompasses two aspects. first, it addresses the role of the accountant during the implementation and maintenance phase. second, it finds the characteristics and skills of accountants that can help them in a successful implementation and maintenance of xbrl. in order to collect the data a questionnaire has been used. to analyze data two statistical methods, regression and pearson correlation have been used. the results of the study confirm that there is a significant relationship between the participation of accountants and successful implementation of xbrl. keywords: xbrl, accountant, participation and implementation abstrak peran akuntan dalam lingkungan bisnis telah berkembang selama bertahun-tahun. akuntan harus memiliki implementasi dan keterampilan pemeliharaan xbrl (bahasa bisnis pelaporan yang diperluas) yang merevolusi pelaporan bisnis di seluruh dunia, dalam organisasi. penelitian ini meliputi dua aspek. pertama, membahas peran akuntan selama tahap implementasi dan pemeliharaan. kedua, menemukan karakteristik dan keterampilan akuntan yang dapat membantu mereka dalam keberhasilan pelaksanaan dan pemeliharaan xbrl. untuk mengumpulkan data digunakan sebuah kuesioner. untuk menganalisis data digunakan dua metode statistik, regresi dan korelasi pearson. hasil penelitian mengkonfirmasikan bahwa ada hubungan yang signifikan antara partisipasi akuntan dan keberhasilan pelaksanaan xbrl. kata kunci: xbrl, akuntan, partisipasi dan implementasi a study of accountant..... (heshmatolah asadizeidabadi) 21 introduction the role of accountants in workplaces has gradually developed and in addition to traditional knowledge of accounting, it is necessary to have special skills. for instance, knowledge skills of drawing information systems, developing and implying of systems. accountants who have these skills have better situations to help managers in competing, problems and new technology. new developments in workplace environments, such as eliminating roles and laws, specialization and globalization have led to a rise of competition and a conversion of large companies to multinational ones. these changes of workplaces show that the companies should find new strategies to success and remain stable. logically, information technology has introduced to the companies necessary instruments in order to find efficient and practical solutions to those changes. besides, they are forces to use those technologies in competition. the prime example is xbrl (mohammad, 2008). xbrl is a language for the electronic communication of business and financial data which is revolutionizing business reporting around the world. it provides major benefits in the preparation, analysis and communication of business information. it offers cost savings, greater efficiency and improved accuracy and reliability to all those involved in supplying or using financial data (xbrl international, 2007) it has suggested that xbrl is very likely to have an impact on corporations, financial reporting, users of financial reports and auditing (baldwin & trinkle, 2011). xbrl will provide the ability to access data electronically and continuously will improve the timeliness of the financial information (bovee et al. 2002; bonson, 2009). as the timeliness improves, the efficiency of the decision making process is improved (dipiazza and eccles, 2002). and xbrl has been used to automate and integrate changing financial information from multiple sources as it has said about xbrl applications (marshall et al, 2010; burnett et al, 2006; bovee et al, 2005). according to the futurist, xbrl is one of seven cutting-edge technologies that will have a big impact on business and revolutionize corporate performance (the futurist, 2003). research has been done about the importance of xbrl for business for example by (pinsker, 2003; rezaee et al, 2002; dipiazza and eccles 2002; bovee et al, 2002 and bonson, 2009) its usefulness confirmed but it has not been used very much (zhu wenming, 2007) so that this study is going to examine the accountants required skills to have efficient participation in the implementation of xbrl. extensible business reporting language (xbrl) is an xml based specification that uses accepted financial reporting standards and practices to export financial reports across all software and technologies, including the internet (junsi, 2007). xbrl allows your company to make betterinformed decisions and to leverage the capabilities of the internet to facilitate the exchange of financial information (microsoft, 2002). first introduced in the late 1990s, xbrl has loomed on the horizon for nearly a decade. but it’s finally becoming evident that the technology is about to take center stage, and the long-anticipated xbrl revolution will soon be upon us. many regulators and standards organizations, including the securities and exchange commission are now adopting xbrl (montgomery research, 2002). keys of its benefits are: technical independence –xbrl makes the distribution of financial information simpler and more dependable; single source– xbrl optimizes the preparation of financial information in various formats; leverages the power of the internet (microsoft, 2002). 22 journal the winners, vol. 13 no. 1, maret 2012: 20-26 as the founding chairman of xbrl international describes it, “the effect that xbrl will have on the business community will be more significant than the transition from paper and pencil analysis of financial information to the use of electronic spreadsheets (montgomery research, 2002). because of xbrl importance, it is important to know what factors impact on its usage among accountants, so this has been conducted by current article. method this research has been examined required skills of accountants to implementing xbrl. sample of this research will be 155 of accountants in iran. they have been contacted electronically and aids and importance of research has been explained. a questionnaire has been developed and distributed to a sample of the research, accountants in iran. the questionnaire has been distributed electronically. spss 18 has been used to analyze data, and the answers to the questionnaire have been analyzed with the statistical methods: pearson correlation and regression. in order to determine the number of relationship between success of implementing xbrl systems and accountants’ participation, two methods of pearson correlation and regression has been used. results and discussion results of table 1 show pearson correlation data in which the relation between those variables is direct and significant (p<0.01). in the other words, a rise of accountants’ participation, similarly implementing xbrl systems would increase and diverse. table 1 the relationship between success of xbrl implementation and accountants’ participation in implementation variable accountants’ participation in implementing xbrl significance level number success of xbrl implementation 0.624** 0.000 155 p<0.05* p<0.01** table 2 illustrates that slope of a regression line is significant (p<0.05). table 2 accountants’ participation in implementing xbrl model non standardized coefficients standardized coefficients t significance sample slope b standard error slope line population slope intercept 1.72 0.34 6.24 0.000 slope of a regression line 0.61 0.7 0.624 9.03 0.000 as it shows in table 3, there is not a significant relation between skills of knowledge sharing and accountants’ acceptance in implementing xbrl. it means that increase or decrease of skills of knowledge sharing does not relate to accountants’ acceptance in implementing xbrl. a study of accountant..... (heshmatolah asadizeidabadi) 23 table 3 relationship between skills of knowledge sharing and accountants’ acceptance in implementing xbrl model non standardized coefficients standardized coefficients t significance sample slope b standard error slope line population slope intercept 5.23 0.121 51.32 0.000 slope of a regression line 0.071 0.068 0.099 1.13 0.38 to determine the number of relationship between skills of knowledge sharing and accountants’ acceptance regression has been used, which in table 4, shows the relation between them is direct and significant. in other words, a rise of accountants’ participation, similarly implementing xbrl systems would increase and diversely. table 4 relationship between skills of knowledge sharing and accountants’ acceptance in storage of xbrl model non standardized coefficients standardized coefficients t significance sample slope b standard error slope line population slope intercept 5.70 0.113 54.57 0.000 slope of a regression line 0.662 0.098 0.543 7.04 0.000 the relation between technical skills and accountants’ acceptance in implementing xbrl has been assessed by regression, which in table 5, shows the relation between them is direct and significant (p<0.05). in the other word, a rise of accountants’ participation, similarly implementing xbrl systems would increase and diversely. table 5 relationship between technical skills and accountants’ acceptance in implementing xbrl model non standardized coefficients standardized coefficients t significance sample slope b standard error slope line population slope intercept 5.70 0.113 54.57 0.000 slope of a regression line 0.663 0.102 0.546 7.05 0.000 to assess the relation between technical skills and accountants’ acceptance in storage of xbrl has been used regression, which in table 6, shows the relation between them is direct and significant (p<0.05). in the other word, a rise of technical skills, similarly accountants’ acceptance in storage of xbrl would increase and diversely. 24 journal the winners, vol. 13 no. 1, maret 2012: 20-26 table 6 relationship between technical skills and accountants’ acceptance in storage of xbrl model non standardized coefficients standardized coefficients t significance sample slope b standard error slope line population slope intercept 6.99 0.178 42.01 0.000 slope of a regression line 0.96 0.97 0.660 10.11 0.000 regarding to table 7, there is no relation between trade skills and accountants’ acceptance in implementing xbrl base on result of regression analysis. table 7 relationship between trade skills and accountants’ acceptance in implementing xbrl according to table 8, there is no relation between trade skills and accountants’ acceptance in storage of xbrl base on result of regression analysis. table 8 relationship between trade skills and accountants’ acceptance in storage of xbrl model non standardized coefficients standardized coefficients t significance sample slope b standard error slope line population slope intercept 5.297 0.123 44.892 0.000 slope of a regression line 0.136 0.091 0.16 1.634 0.141 conclusion in the future, it is expected many companies to integrate xbrl and their automated accounting information systems. to provide this situation, accountants should have an important and practical role, due to this issue. this article has investigated required skills and role of accountants to practically implement xbrl, in which the results clearly show that the accountants have key roles in implementing and storage of xbrl systems. previous research has justified that role of accountants have changed with developing information technology (jean-baptiste, 2006), and also some studies state significant role of xbrl in business (pinsker, 2003; rezaee et al., 2002; dipiazza and eccles, 2002; bovee et al., 2002; bonson, 2009). model non standardized coefficients standardized coefficients t significance sample slope b standard error slope line population slope intercept 5.412 0.174 32.3 0.000 slope of a regression line 0.008 0.17 0.005 0.011 0.998 a study of accountant..... (heshmatolah asadizeidabadi) 25 references baldwin, amelia a. & trinkle, brad s. (2011). the impact of xbrl: a delphi investigation. the international journal of digital accounting research, 11, 1 – 24. bonson, e., cortijo, v., & escobar, t. (2009). a delphi investigation to explain the voluntary adoption of xbrl. the international journal of digital accounting research, 193 – 205. bovee, m., ettredge, m. l., srivastava, r. p., & vasarhelyi, m. a. (2002). does the year 2000 xbrl taxonomy accommodate current business financial-reporting practice? journal of information systems, 16, 165 – 182. bovee, m., kogan, a., nelson, k., srivastava, r., & vasarhelyi, m. a. (2005). financial reporting and auditing agent with net knowledge (fraank) and extensible business reporting language (xbrl). journal of information systems, 19, 19 – 41. burnett, r. d., friedman, m., & murthy, u,. (2006). financial reports: why you need xbrl. journal of corporate accounting and finance, 5, 33 – 40. dipiazza, s. a. jr., eccles, r. g. (2002). building public trust. the internet. new jersey: john wiley & sons. jean-baptiste, rodney (2006), the role of accountants in the implementation and maintenance of enterprise resource planning systems. capella university, minneapolis. junsi, li. (2007). xbrl taxonomy review and comparison between ifrs-gp taxonomy and cn listed company taxonomy (master of science thesis in accounting, swedish school of economics and business administration). marshall, b., mortenson, k., bourne, a., & price, k. (2010). visualizing basic accounting flows: does xbrl + model + animation = understanding? the international journal of digital accounting research, 10, 27 – 54. microsoft. (2002). navision became part of microsoft business solutions. retrived from http://www.microsoft.com/. mohammad, arab mazar yazdi. (2008). a study of impact of erp on accounting process. accountand journal, 180, 72-79. montgomery research. (2002). shared services, outsourcing and enterprise solutions. competitive financial operations the cfo project, 1. pinsker, r. (2003). xbrl awareness in auditing: a sleeping giant? managerial auditing journal, 18, 732 – 736. rezaee, z., sharbatoghlie, a., elam, r., & mcmickle, p. l. (2002). continuous auditing: building automated auditing capability. auditing: a journal of practice & theory, 21, 147 – 163. the futurist. (2003). technologies benefiting business. the futurist, 37, 2 – 7. 26 journal the winners, vol. 13 no. 1, maret 2012: 20-26 xbrl international. (2007). xbrl international progress report. retrived from http://www.xbrl.org/progressreports/2007_11_xbrl_progress_report.pdf. zhu wenming. (2007). continuous online auditing in the government sector. international auditor. retrieved from http://www.theiia.org/intauditor/itaudit/archives/2007/june/continuous-onlineauditing-in-the-government-sector/. analysis of banking industry…… (banon amelda; erna bernadetta s) 53 analysis of banking industry performance efficiency in indonesia using parametric and nonparametric methods banon amelda1; erna bernadetta s2 1,2accounting and finance department, faculty of economic and communication, bina nusantara unversity jl. k. h. syahdan no.9, palmerah, jakarta 11480, indonesia 1banonamelda76@gmail.com; 2ernabs@yahoo.com abstract this research aimed to measure the efficiency performance of the banking industry in indonesia by using parametric and nonparametric methods, as measured by the stabilization of bank performance efficiency based on the time series from year to year and to identify which variables to the value of efficiency. the analytical method applied the parametric method with cross section approach of stochastic frontier analysis (sfa) while for nonparametric method used intermediation approach from data development analysis (dea) crs and vrs model. the data of this research was the financial statements of banks listed on the stock exchange for the period 2012-2016 with 29 databanks processed with the help of stata 12. from the results of the analysis using the three measures of efficiency, it is known that the efficiency value with cross section stochastic frontier analysis shows a stable and high efficient conditions for all banks. while nonparametric methods show different efficiency levels for each bank, which with dea crs model not all banks show an efficient performance, only 26,90% on average each year banks have efficient performance, and 99,31% of banks perform efficiently according to vrs model. keywords: performance, efficiency, stochastic frontier analysis (sfa), data development analysis (dea) introduction performance appraisal is an important thing that must be conducted either by management, shareholder or employees that achieve company goals. banking as an intermediary institution or as a supporter in the financing system (republik indonesia, 1998) needs to maintain prudence in managing and maintaining risks so that business processes can be run, on a sustainable basis and the national economy can be maintained properly. therefore, performance assessment of financial condition becomes the most crucial and must be conducted so that unhealthy financial condition can be identified and detected earlier. efficiency is one of the performance parameters that underlie all the organizational performance, including banking. muazaroh et al. (2012) define the efficiency as an organizational ability to maximize output by using certain inputs or using minimal inputs to produce output. this agrees with research described by gordo in muljawan et al. (2014) that efficiency is the ratio between input and output. this measure refers to technical or operational efficiency that reflects a company's ability to obtain optimal output from an input used, or vice versa, a company's ability to utilize at least an input to produce a certain amount of output. the more efficient the banking operations, the higher the income or profit of the banking and the more competitive. in the assessment of the efficiency of banking performance, it can be done through the traditional approach and frontier approach. a traditional approach is an approach that uses index mailto:banonamelda76@gmail.com mailto:ernabs@yahoo.com 54 journal the winners, vol. 19 no. 1, march 2018: 53-67 number or ratio, such as return on asset (roa), capital adequacy ratio (car), and profitability ratio. while the frontier approach is an approach based on the optimal company behavior that maximizes output or minimizes costs. the frontier approach itself is divided into two methods, namely parametric method and nonparametric method. the parametric method is a method the reckon in the random error and produces statistical inference. for this type of parametric approach, it consists of stochastic frontier approach (sfa) and distribution free approach (dfa). the difference between the two approaches is how to separate the inefficient size of each bank and the random error (fries & taci, 2004). in this research, the parametric method used is the cross-section approach of sfa single equation model for data panel with pooled effect assumption which can be considered as cross-section data (no time). this formula follows the sfa form of equation (2) (3) of yekti et al. (2015) as follows where index i = 1, 2, … with n is the number of observation data. lntci = a0 + a1 lnp1i + a2 lnp2i + a3 lnq1i + a4 lnq2i + vi – ui…………………………….. (1) or lntci = a0 + a1 lnp1i + a2 lnp2i + a3 lnq1i + a4 lnq2i with ei = vi – ui ………….. (2) while to determine the cost efficiency ratio of a bank using cost frontier follow the form of ceff model equation (2,3) from rahmawati (2011) as follows: lntci = a0 + a1 lnp1i + a2 lnp2i + a3 lnq1,i + a4 lnq2,i + ei tci = exp [a0 + a1 lnp1i + a2 lnp2i + a3 lnq1,i + a4 lnq2,i + ei] tci = exp [a0 + a1 lnp1i + a2 lnp2,i + a3 lnq1,i + a4 lnq2,i + ei] where is tĉi = exp [a0 + a1 lnp1,i + a2 lnp2,i + a3 lnq1,i + a4 lnq2,i + ei] tĉi = the alleged value of the sfa model to approximate the tci value. the formula of the i-frontier cost for i = 1, 2, ..., n with n is the number of observational data. 𝐂𝐄𝐅𝐅𝒊 = 𝐓�̂�𝒎𝒊𝒏 𝐓�̂�𝒊 = 𝐞𝐱𝐩[𝒂𝟎 + 𝒂𝟏 𝐥𝐧𝐏𝟏,𝒊 + 𝒂𝟐𝐥𝐧𝐏𝟐,𝒊 + 𝒂𝟑 𝐥𝐧𝐐𝟏,𝒊 + 𝒂𝟒 𝐥𝐧𝐐𝟐,𝒊 + 𝒆𝒎𝒊𝒏] 𝐞𝐱𝐩[𝒂𝟎 + 𝒂𝟏 𝐥𝐧𝐏𝟏,𝒊 + 𝒂𝟐𝐥𝐧𝐏𝟐,𝒊 + 𝒂𝟑 𝐥𝐧𝐐𝟏,𝒊 + 𝒂𝟒 𝐥𝐧𝐐𝟐,𝒊 + 𝒆𝒊] ceff𝑖 = tĉ𝑚𝑖𝑛 tĉ𝑖 = exp[𝑎0 + 𝑎1 lnp1,𝑖 + 𝑎2lnp2,𝑖 + 𝑎3 lnq1,𝑖 + 𝑎4 lnq2,𝑖 ]. exp[𝑒𝑚𝑖𝑛 ] exp[𝑎0 + 𝑎1 lnp1,𝑖 + 𝑎2lnp2,𝑖 + 𝑎3 lnq1,𝑖 + 𝑎4 lnq2,𝑖 ]. exp[𝑒𝑖 ] 𝐂𝐄𝐅𝐅𝒊 = 𝐓�̂�𝒎𝒊𝒏 𝐓�̂�𝒊 = 𝐞𝐱𝐩[𝒆𝒎𝒊𝒏] 𝐞𝐱𝐩[𝒆𝒊] = 𝒄𝒎𝒊𝒏 𝒄𝒊 the nonparametric method can be divided into two approaches, namely data envelopment analysis (dea) using linear programming and assume there is no random error so that dea approach produces more production frontier and free disposal hull (fdh). in this research, the nonparametric method used is dea approach. dea is a method that measures the efficiency of dmus by employing linear programming techniques to tightly envelop the input-output vector envelope. dea allows multiple input-outputs to be considered at the same time without any assumption in the data distribution (ji and lee, 2010). in each case, efficiency is measured in a pattern of proportional change in input or output. a dea model can be divided into two orientations, namely an input-oriented model analysis of banking industry…… (banon amelda; erna bernadetta s) 55 that minimizes input when given at least the given output level, and an output-oriented model that maximizes output without requiring more observed input values. it is described in ji and lee (2010) that the dea model is also divided into two approaches from returns to scale by adding weight constraints. where in the literature mentioned that dea was originally proposed by charnes, cooper, and rhodes (1978) to measure the efficiency of dmus with constant returns to scale (crs) showing that all dmus operate on their optimal scale. after that banker, charnes, and cooper (1984) introduced a measure of efficiency model with variable returns to scale (vrs) allowing breakdown efficiency in technical efficiency and scale efficiency within dea. the efficiency of observation b is defined as for bbbbcrsinputb 010,, / the input-oriented dea crs model and represents the other one that can obtain the same output by reducing the input by the ratio crsinputb ,,1  . the efficiency for the output-oriented dea crs model is defined as cbbbcrsoutputb 33,, / and represents the other one that can obtain the same input by increasing the output by the ratio crsoutputb ,,1  . based on the relative efficiency of the input-oriented vrs frontier is defined as bbbbvrsinputb 020,, / . all efficiency measures of dmu c are the same regardless of orientation due to frontiers. figure 1 concepts of efficiency and returns to scale (source: ji and lee, 2010) this may lead to inefficient crs technical efficiency in scale efficiency and "pure" technical efficiency. in figure 1, bb2 contribute to technical efficiency from point b by looking at the vrs model, and bb1 contribute to technical efficiency from point b by looking at the crs model; then bb1 contribute to measuring scale efficiency. application of dea was initially introduced through the ratio form. for each firm, a ratio of all outputs and all inputs is obtained. the optimal weight is obtained by solving the following mathematical programming problems (coelli et al., 2005): jj vu xvyuz  /max , 0, 1/:   vu xvyutosubject jj 56 journal the winners, vol. 19 no. 1, march 2018: 53-67 in practice, there is a problem in the formula part of the formula that has an infinite solution value. to avoid this, given constraint v'xj = 1. thus, the formed input-oriented crs efficiency is defined as (1). j vu yuz  , max (1) 0, 0 1:    vu yuxv xvtosubject j a group of observed dmus is described by dmuj with j = 1, 2, ..., n. the variables xj and yj are the input vectors and the output vectors respectively. the row vectors u and v are the output multiplier and the input multiplier respectively. form (1) is known as a form multiplier. the matrices x and y are the input and output matrices, respectively. the purpose of input-oriented dea is to minimize the actual input, relative to a given actual output, to limit (subject to) constraints that nondmus can operate across the set of possible production and constraints associated with non-negative weights. in practiced the most dea programs are available using a dual form as depicted in (2) in which this model lowers the load calculation and is amount (1) (ji and lee, 2010).   , min (2) 0 0 0:       yy xxtosubject j j where λ is a positive facet vector in rk and θ is a real variable. the calculation procedure for (2) can be expressed as:   min (3)     ss ss ,, min  (4) 0 0:         j j ysy sxxtosubject where s +, s-, and λ are semipositive vectors in rk and θ is a real variable. the model dea singlestage completes (3), while the two-stage dea model completes (3) followed by (4) as aconsequences (ji and lee, 2010). the dea crs model assumption is appropriate when all firms operate at optimal scales, but imperfect competition (government regulation or financial constraints) may cause a company not to run at an optimum scale. thus, the dea crs model needs to consider also the condition of variable returns to scale (vrs). by using the crs provisions when all firms are not running at optimal scales, the results in technical efficiency measures (te) disrupt scale efficiencies (se). the use of the vrs provision allows the calculation of te to overcome the se effect. the linear programming problem of crs can be easily modified in calculating the vrs form by adding convexity constraint to (2), as to obtain the following linear programming vrs problems (coelli et al., 2005).   , min (5) 0 11 0 0:         i yy xxtosubject j j analysis of banking industry…… (banon amelda; erna bernadetta s) 57 to calculate scale efficiencies (se), the ratios of technical efficiencies (te) crs and technical efficiencies (te) vrs are used; se = tecrs / tevrs. the dea model is output-oriented in contrast to the dea input orientation. the following are given the following linear programming problems (coelli et al., 2005).  dea crs is output-oriented  , min (6) 0 0 0:       yy xxtosubject j j  dea vrs output-oriented  , min (7) 0 11 0 0:         i yy xxtosubject j j research to measure the efficiency of bank performance has been done by many researchers. ferrier and lovell (1990) analyzed the efficiency rates of 575 banks in the us using the sfa and dea methods, which found that the level of bank efficiency in the us with the dea method was higher than that of sfa. hasan and hunter (1996) have examined the efficiency issue of japanese multinational banks in the united states, which the results found that the mean sfa efficiency was higher than that of the average tfa efficiency. fiorentino, karmann, and koetter (2006) have conducted cost-efficiency studies on 34.192 universal banks in germany using the stochastic frontier approach and data envelopment analysis methods, which from the results of his research indicate that the average cost efficiency level substantially higher by sfa compared to dea. yassine and soumia (2016) have examined the effect of certain bank-specific factors; profitability, bank size, and ownership status on differences in efficiency by using a parametric and nonparametric approach to banks in algeria, whose research results indicate a relative consistency between two approaches and more frontier methods. in indonesia, rahmi (2008) in her research on sharia business unit in indonesia in 2005-2007 period using sfa and dea technique concluded that by using dea which have high-efficiency level is sbu btn and bpd dki, while by using sfa the most efficient sbus are bpd jabar and dki. hartono (2009) has used the stochastic frontier approach (sfa) technique in his study concluded that there is a high level of efficiency for banks listed on the stock exchange during the period 2004-2009, especially groups of non-foreign exchange banks and banks with small capitalization. according to siregar, mariana, and umanto (2015) researched commercial banks in indonesia for the period 20092013 with the technique of data development analysis (dea) concluded that the average of commercial banks listed on the stock exchange during the period 2009-2013 efficient. however, for that period the non-foreign exchange busn group has a higher efficiency level than the other groups. the difference in efficiency level results is shown by using two different approaches that have been applied to us banks and banks in germany using criteria from bauer et al. (1998). it includes efficiency level, efficiency rating, identification of extreme performers, time consistency, and the correlations consistent with the accounting indicators used make the basis for the authors to conduct the same research on the overall bank in indonesia whether efficiency measures produce consistent 58 journal the winners, vol. 19 no. 1, march 2018: 53-67 results on efficiency levels, efficiency ratings, extreme performers and time consistency. because measuring the consistency of efficiency over time and does not vary from year to year, knowing the extreme bank performers, as well as the efficiency rating, is very important, it is used as a baseline to determine a policy for policy developers in this case bank indonesia and the financial services authority. based on the results of previous research studies, it is known that there are many studies on the efficiency of both methods. however, to analyze the stabilization of bank's performance efficiency by using parametric sfa and nonparametric dea method still does not exist. differences in the use of bank samples, time periods, input and output specifications and different methods as the second reason for the authors to analyze three measures of efficiency using the same bank sample, same period, the same input and output specifications that applied to three different efficiency measures. concerning these issues, the purposes of this research are to determine the level of bank efficiency measured using three measures of efficiency, to know the factors that influence the efficiency of bank performance during the observation period, and to measure the consistency of bank efficiency in indonesia by using two comparison methods sfa and dea. where in this study, it test the efficiency results developed from four bauer et al. (1998) criteria to be able to determine the performance of the bank in terms of efficiency, efficiency rating, identification of extreme performers, and time consistency. methods this research is a quantitative research using parametric research method with cross section approach of stochastic frontier approach (sfa) and non-parametric data envelopment analysis (dea) model of constant returns to scale (crs). it is with assumption when all companies operate at optimum scale and model variable returns to scale (vrs) when the company operates on an abnormal scale due to imperfect competition (government regulation or financial constraints). the data used in this study is secondary data in the form of bank financial statements for the period of the observation year 2012-2016 with the following criteria: (1) samples used are banks that have to go public in indonesia; (2) banks used are banks that have been listed on the jakarta stock exchange (bej) within the period of the observation year 2012-2016 and not delisting during the observation period to avoid bias in the results of research; (3) the sample banks have no loss and have complete financial report during the observation period and has been audited by audit firm; (4) the sample banks have published their financial statements. based on the criteria for determining the sample above, it selected to be observed were 29 banks, consisting of 14 busn foreign exchange, two non-foreign exchange banks, four state-owned banks, two joint venture banks and seven regional development banks. where to take the sample is done by purposive sampling. according to hadad et al. (2003) in purwanto (2011), there are three commonly used approaches in both parametric stochastic frontier analysis (sfa) and non-parametric data envelopment analysis (dea) methods. it defines the relationship between input and output in a financial activity financial institutions (banks), namely; (1) asset approach describes the main function of the financial institution as the lender of the loan, in this approach the output is actually defined into the asset form; (2) production approach, in this approach, consider financial institutions as deposit accounts and lenders so in this approach the output is defined as the amount of labor, capital expenditure on fixed assets, and other materials; (3) intermediation approach, in this approach consider the financial institution as an intermediary, change and transfer the financial assets of the surplus unit to the deficit unit. in this case, the institutional inputs such as labor costs, capital, and interest financing on the deposit. while the output is measured in the form of credit loans and financial investment. analysis of banking industry…… (banon amelda; erna bernadetta s) 59 this research uses intermediation approach, where banks have a function to collect and channel funds from people who surplus funds to the people who need funds (deficit). according to berger and humphrey (1997) in purwanto (2011) stated that the intermediation approach is the most appropriate approach to evaluate the financial performance of financial institutions in general due to the characteristics of financial institutions as financial intermediation. the independent variable in this research is the total operational cost (tc), where tc = (total interest expense + expense of estimated loss of commitment and contingency + total other operating expenses + provision allowance expense + amortization expense + non-operational expense). to be able to generate some output (oi) the bank asks for input (ii) by minimizing operational costs (tc). the dependent variable consists of three input variables and three output variables. the first input variable is the total savings (i1). deposits are public deposit funds to banks used by banks for economic activities with the assurance that banks will return the funds intact to the public. the forms of deposits include demand deposits, deposits, certificates of deposit, savings, and or other similar forms. the second input variable is the total fixed asset (i2). it is as a proxy of the size of the bank because the asset has economic value in the future. the higher the value of bank assets, the bank's ability to guarantee risks for productive assets and financing or credit becomes higher. the third input variable is the labor load (i3). the burden of manpower absorbs the greatest burden in the bank's operational expenses because in the workforce it includes salaries, benefits, employee development. the output variables in this research include total credit (o1) that is total loan given either to party related to the bank or not related to the bank. because of the total credit is the main product of the bank as an intermediary institution. the second output variable is securities (o2), and the third output variable is non-credit operating income (o3). the analytical model used to determine the efficiency scores with the stochastic frontier approach (sfa) approach is to use the cross-section of the stochastic frontier approach (sfa) single equation model for the data panel with pooled effect assumptions which can be considered as cross (no time), with the following formula: 1ntcit = βot + β11no1it + β21no2it + β31no3it β41ni1it + β51ni2it + β61ni3it + εit………........................ (1) where: tc = total cost incurred by the bank. o1 = total loans disbursed by the bank, either to parties related to the bank or not. o2 = securities owned by the bank. o3 = non-credit operating income i1 = savings fund interest expense i2 = depreciation expense on fixed assets i3 = burden of labor according to coelli (1996) in hartono (2009), the value of inefficiency in the cost function ranged from 1 to up. while the analytical model used to determine efficiency scores with dea uses an output-oriented dea model with constant return to scale (crs). it is introduced first by charnes, cooper, and rhodes (1978) and variable returns to scale (vrs) assuming when all firms do not running-on an optimum scale, results in measures of technical efficiencies (te) disrupt scale efficiencies (se). the use of the vrs provision allows the calculation of te to overcome the se effect. the researchers have tested the stabilization of bank performance efficiency in indonesia by observing the stability of bank performance over time as a recommendation for policymakers to organize and set appropriate rules or strategies that face global competition. to that end, the researchers classify stabilization efficiency into bank performance in table 1. 60 journal the winners, vol. 19 no. 1, march 2018: 53-67 table 1 stabilization of bank performance efficiency efficiency condition performance bank stable inefficiency (si) worst stable low efficiency (sle) bad stable intermediate efficiency (sie) fair stable high efficiency (she) good unstable efficiency increase (uei) good unstable efficiency decrease (ued) bad results and discussions from the number of observation data to 29 banks listed on the jakarta stock exchange in 2012-2016 for 145 observations generated descriptions of each research variables in table 2. table 2 descriptive statistics of the aggregate data (29 banks 5 years; 2012-2016) variable mean std.dev min max dependent total operating cost (tc) 0,08334 0,02988 0,01466 0,26579 independent input deposit (i1) 0,03560 0,01613 0,00149 0,07464 fixed assets (i2) 0,00966 0,00396 0,00061 0,02039 labor (i3) 0,01975 0,00890 0,00192 0,02039 output loan (o1) 0,65372 0,07991 0,39383 0,79834 securities (o2) 0,09097 0,06865 0,00041 0,33631 non-credit operating income (o3) 0,01923 0,01811 0,00258 0,14249 total operational cost (tc) in 2012 2016 from 29 bank companies shows an average value of 0,08334. it means that the total operational cost incurred by the bank is 8,33% of total assets with a minimum value of 1,47 % and maximum 26,58%. inputs that are obtained by banks in the period 2012 2016 in the form of deposits cost of funds (i1) of 3,56%, (i2) of 0,97%, depreciation expenses of fixed assets and labor expenses (i3) of 1,98% (o1) of 65,37%, securities (o2) of 9,10%, and non-credit operating income (o3) of 1,92% of the total assets of the bank. by using sfa method, the efficiency level of each bank in indonesia can be measured. the efficiency level is analyzed from the cost function model between total cost (tc) as dependent variable with independent variable; interest expense of deposit fund (i1), depreciation expense of fixed asset (i2), labor burden (i3), total loan disbursed by bank (o1), bank-owned securities (o2), and noncredit operating income (o3) that is transformed into natural logarithms (ln) into translog models rather than linear models. the sfa for the cross-section model (frontier) is estimated based on a pattern of production function approaching a balanced efficiency of 1 from below (less than or equal to 1). in addition, a likelihood-ratio test of sigma_u = 0 is used to test whether the sample data can be worked with sfa for the cross-section (frontier) or sfa model for the panel model (xtfrontier). if the result of p-value (prob> = chibar2) > α with α = 0,05, then the data sample is suitable to be done with sfa for the cross-section model (frontier). from the result of stata output, obtained p-value equal analysis of banking industry…… (banon amelda; erna bernadetta s) 61 to 1,000 (p-value > 0,05), so the test is concluded that the data sample that is suitable to be done with sfa for cross-section model (frontier). furthermore, multicollinearity test to determine whether in a regression model there is intercorrelation between independent variables or not. multicollinearity test is done by deflecting the value of correlation coefficient between free variable. if the value of the correlation coefficient shows the number of 0,75 both negative and positive, it can be concluded the existence of multicollinear here is the result of the correlation between free variable. this result indicates that the correlation between variables is relatively low. this indicates the absence of multicollinear problems in the model. table 3 shows the correlation between independent variable, while figure 2 shows the cost efficiency level for each bank by using the sfa method. table 3 correlation between independent variable var lni1 lni2 lni3 lno1 lno2 lno3 lni1 1,000 lni2 -0,213 1,000 lni3 0,199 0,190 1,000 lno1 0,255 -0,079 0,286 1,000 lno2 -0,039 -0,101 -0,265 -0,634 1,000 lno3 0,283 0,044 0,294 0,214 -0,041 1,000 figure 2 the cost efficiency level for each bank by the sfa method after examining the problem of multicollinearity and cost efficiency prediction, the next step is to answer the hypothesis test of the problem. the hypothesis for the simultaneous test of regression coefficient with wald test (chi-square test). h0: there is no concurrent or joint effect of lni1, lni2, lni3, lno1, lno2, and lno3 to lntc. h1: there are concurrent or joint effects of lni1, lni2, lni3, lno1, lno2, and lno3 to lntc. this test is expected to have a simultaneous or joint effect of predictor variables on response variables based on concurrent tests of regression coefficients. this test is satisfied when the value of p-value (sig.) ≤ α with α is set at 5%. from the result of output, it can get the result of statistical test of chi-square test (wald chi2 (6)) 141,90 and p-value (prob> chi2) 0,0000 so that the test can be concluded that there are simultaneous or joint effect of lni1, lni2, lni3, lno1, lno2, and lno3 to lntc (due to p-value <0,05). there is the hypothesis to test individual regression coefficients with z test. 62 journal the winners, vol. 19 no. 1, march 2018: 53-67 h0: there is no partial or individual influence lni1, lni2, lni3, lno1, lno2, and lno3 to lntc. h1: there are partial or individual influences lni1, lni2, lni3, lno1, lno2, and lno3 to lntc. this test is conducted to determine whether there is the significant influence of each predictor variable to the response variable. this test shows a significant influence when the value of p-value (sig.) ≤ α where α equal to 5%. table 4 the result of the z test for the significance of stochastic frontier model coefficient independent variable coeff. std. error statistic z p-value lni1 0,08429 0,02845 2,96 0,003* lni2 -0,06637 0,04022 -1,65 0,099 lni3 0,47448 0,04860 9,76 0,000* lno1 -0,14358 0,17404 -0,82 0,409 lno2 0,07435 0,02471 3,01 0,003* lno3 -0,05361 0,03644 -1,47 0,141 constanta -0,72907 0,36833 -1,98 0,048 *significant to a significant level ( ) of 5% from the above equation and the value of p-value (sig.) for each variable in table 4, it is known that the input variable of deposit interest expense (i1), labor (i3), and securities output variable (o2) have a significant influence on total cost, ie smaller than the 0,05 trust level. this means that any increase or decrease in the value of variables i1, i3 and o2 of 1 unit will affect the increase or decrease in total cost of the coefficient of each variable. the stochastic frontier model by involving all variables for all banks formulates below. lntc = -0,729067 + 0,08429 lni1 – 0,06637 lni2 + 0,47448 lni3 – 0,14358 lno1 + 0,07435 lno2 – 0,05361 lno3+ e the coefficient of determination (r2) is obtained at 0,49459593 which means that the lntc diversity capable of being described in lni1, lni2, lni3, lno1, lno2, and lno3 is 49.46% together with the remaining 50,54% explained by error (e) or other variables not included in the stochastic frontier model. based on the results of cost efficiency output with the sfa cross-section model, cost efficiency in 2012 2016 from bank companies shows the average value of all banks. this shows that the cost efficiency is close to the value 1 so it is concluded that the cost efficiency level for all banks has a very good efficiency level and is expressed as high efficiency as shown in table 5. table 5 category efficiency per grouping score efficiency (%) level efficiency 96-100 high efficiency 86-95 intermediate efficiency 66-85 low efficiency <65 inefficiency source: secondary data is processed according to the analysis with dea crs model, it is known that on average every year 73,10% banks in indonesia have inefficient performance. whereas according to the dea vrs model, it is only 3,45% only banks in indonesia that inefficient performance of the regional development bank lampung (blam) and it only happened in 2012, the rest is efficient. it is shown in figure 3. analysis of banking industry…… (banon amelda; erna bernadetta s) 63 figure 3 the average score efficiency per group of banks in indonesia period 2012-2016 the three measures of efficiency, mixed banks and non-foreign exchange national private banks show better levels of operational efficiency compared to the group of state owned enterprises (bumn), bpd, and private foreign exchange banks (busn foreign exchange). from the average of each year 73,10% of banks in indonesia are inefficient 40,69% are banks of foreign exchange busn group, 13,79% bpd, 16,34% bumn, and the remaining 3,45% bank mixed and non -foreign exchange busn. busn foreign exchange has the worst performance in 2013 where all busn banks have inefficient performance, while state-owned banks have a performance where all state-owned banks are inefficient in 2012 and 2015. table 6 shows a list of inefficient banks during the 2012-2016 observation period according to dea crs model. table 6 list of inefficiency bank period 2012-2016 by dea crs model group bank 2012 2013 2014 2015 2016 busn devisa bdmn bbnp bbca bbca bnba bdmn bbmi bbkp bnii bnba bbnp bbmi bnga bnga bdmn bbnp bpkp bnii bnba bdmn bsim bpkp bnga bnba mega bsim bnii bnga sdra mega bpkp bnii bsim bsim mega mega nisp nisp pnbn pnbn sdra busn non devisa btpn btpn btpn btpn btpn bumn bbni bbni bbni bbni bbri bbri bbtn bbtn bbri bbtn bbtn bmri bmri bbtn bmri bmri bmri bpd bdki blam blam bdki bdki blam bslt bslt blam blam bntt bsmt bsmt bntt bsmt bslt bsmt bsmt bssb 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00% 90,00% 100,00% bank campuran bpd bumn busn devisa busn non devisa sc or e ef fic ie nc y sfa crs dea vrs dea limited efficiency 64 journal the winners, vol. 19 no. 1, march 2018: 53-67 table 6 list of inefficiency bank period 2012-2016 by dea crs model (continued) group bank 2012 2013 2014 2015 2016 bpd bssm mixed bank mcor mcor mcor mcor based on the results of the analysis process with the three measures of efficiency can also be known bank ratings with the lowest and highest efficiency each year as shown in table 7. table 7 the highest and lowest bank ranked according to value the efficiency of the period 2012-2016 model-rank 2012 2013 2014 2015 2016 sfa highest baca agro bnii bslt baca baca lowest bbca bnii bdki bbri bbca bbri bdki bbri sdra bdki dea crs highest agro agros sdra agro baca baca sdra baca bvic bbnp bslt pnbn bsbr bvic bvic lowest bnba bdmn bdmn bdmn dea vrs highest agro agro agro agro baca baca bdki mcor baca bslt bbnp bvic sdra bbtn bvic bsbr pnbn bslt mega bvic sdra bvic pnbn lowest blam bmri bdmn bdmn bbni the rating of the bank with the highest efficiency value is dominated by banks from the foreign exchange busn group while the lowest rank is dominated by the group of foreign exchange busn banks and bumn. the result of dea vrs analysis process, it is known that agro bank for the fourth consecutive year ranked highest for efficiency value that is from the 2012-2014 period, while based on the result of analysis process with dea crs only 2012, 2013, and 2015 argo bank reach the highest rank. in contrast to sfa, the argo bank is the highest in 2013 alone. likewise, with baca banks with three efficiency measures in 2012 and 2016 is the highest for efficiency. however, in 2013 only the sfa method alone, baca is ranked highest while with dea and dea vrs dea method just occurred in 2015. with dea crs and dea vrs bvic banks are highest in 2012, 2013, 2015 and 2016. the lowest ranked bank is achieved by bdmn in 2013-2016 with dea crs and dea vrs methods. state-owned banks are among the lowest in the period 2012-2016, namely bbni, bbri, and bmri. bank bmri achieves the lowest rank by dea vrs method in 2013, while bbni in 2016. while bank bbri reaches the lowest rank three years in a row according to sfa method, that is from 2013-2016. analysis of banking industry…… (banon amelda; erna bernadetta s) 65 table 8 condition of bank performance period 2012-2016 no bank condition performance bank sfa dea crs dea vrs sfa dea crs dea vrs 1 agro sh ude ude good bad bad 2 baca she uie uie good good good 3 bbca she ude ude good bad bad 4 bbkp she si sie good worst fair 5 bbni she si sle good worst bad 6 bbnp she ude ude good bad bad 7 bbmi she ude sie good bad fair 8 bbri she ude uei good bad good 9 bbtn she si ude good worst bad 10 bdki she ude ude good bad bad 11 bdmn she si sle good worst bad 12 blam she si uei good worst good 13 bmri she si sle good worst bad 14 bnba she si ude good worst bad 15 bnga she si uei good worst good 16 bnii she si ude good worst bad 17 bntt she si uei good worst good 18 bsbr she sle ude good bad bad 19 bsim she si ude good worst bad 20 bslt she uei uei good good good 21 bsmt she si ude good worst bad 22 bssb she si sie good worst fair 23 btpn she si uei good worst good 24 bvic she uei uei good good good 25 mcor sh ued ued good bad bad 26 mega she si uei good worst good 27 nisp she uei sie good good fair 28 pnbn she uei uei good good good 29 sdra she ued uei good bad good based on time series sampling as shown in table 8, the stabilization efficiency with sfa cross-section indicates that all banks listed on the jakarta stock exchanges perform at stable highefficiency conditions. this means that all bank companies in indonesia have a high efficient and good performance. meanwhile, according to the non-parametric method of dea both crs and vrs, some banks show unstable performance. dea crs notes that 13 banks in indonesia listed on the jakarta stock exchange have an unstable performance. of the 13 unstable banks, eight banks show a decrease in efficiency or poor performance, such as agro, bbca, bbnp, bbmi, bbri, bdki, mcor, and sdra bank. while five banks show an increase in efficiency level or have good performance, such as baca, bslt, bvic, nisp, and pnbn. among the banks with stable performance, one bank is in stable condition of low efficiency or has poor performance that is bsbr bank, while 14 other banks are in stable condition inefficient or have very bad performance like bbkp, bbni, bdmn, blam, bmri, bnba, bnga, bnii, bntt, bsmt, bslt, bssb, btpn, and mega. dea vrs identifies seven banks from 29 banks listed on the jakarta stock exchange with stable performance with efficiency and performance appraisal that varied, while the remaining 22 banks are in unstable condition. of the seven banks that have stable performance, four of them are in the stable condition of middle efficiency or good enough performance, such as bbkp, bbmi, bssb, and nisp. while the three banks stable low efficiency or have poor performance, such as bbni, bdmn, and bmri. the 22 unstable banks consisted of 11 banks in unstable conditions, where the bank's efficiency level decreases or shows poor performance, such as agro, bbca, bbnp, bbtn, bdki, bnba, bnii, bsbr, bsim, bsmt and mcor. the rest of the 11 banks are in an unstable 66 journal the winners, vol. 19 no. 1, march 2018: 53-67 condition, where the efficiency of the bank has improved or shows good performance, such as read, bbri, blam, bnga, bntt, bslt, btpn, bvic, mega, pnbn and sdra. from the comparison of the two dea crs and dea vrs models, it can be concluded that there are different efficiency conditions in some banks, including bbkp, bbni, bdmn, bmri, bnii, bssb, agro, bbca, bbmi, bbnp, bbri, bdki, mcor, and sdra. according to the dea crs model, the condition of these banks is stable and declining to inefficient. whereas according to the dea vrs model some of the banks above are stable and declining in performance, yet, still in the efficient condition only change level only. this reinforces the statement from ji and lee (2010) that crs technical efficiency is not efficient in scale efficiency and "pure" technical efficiency. so, the efficiency conditions of some banks with dea vrs conditions are efficient, but with dea crs can be inefficient. while the difference in efficiency values of sfa and dea is due to differences in determining the efficiency level which for the sfa parametric method of determining the efficiency level reckon the approach of random error while dea does not reckon the existence of random error, but rather the output and input approaches determine dmu. conclusions based on the results of the analysis, it can be drawn some conclusions as (1) total operating expenses are incurred by banks during the period 2012-2016 average 8,33% of total assets with a minimum value of 1,47% and a maximum of 26,58%. (2) the amount of bank operational expenses during the period 2012-2016 is strongly influenced by the decrease or increase of interest expense of deposit fund equal to 8,5%, labor cost equal to 47,45%, and securities equal to 7,43%. (3) there is a difference in the level of bank efficiency with the three measures of efficiency, where all banks with parametric approach cross section sfa show a very efficient performance with high-efficiency level approaching 100%, while with nonparametric dea approach, not all banks show efficient performance, only 26. an average 90% on average per year is a bank that has efficient performance according to crs model and 99,31% according to vrs model. (4) based on the efficiency rating, a fairly a stable bank is ranked the highest efficiency during the period 2012-2016 are agro, baca and bvic banks, while bdmn and bbri banks are the lowest for efficiency during 2012-2016. (5) dea method crs identifies banks that perform poorly and very poorly during the period 2012-2016, bank agro, bbca, bbni, bbmi, bbri, bdki, mcor, sdra bbkp, bbni, bdmn, blam, bmri, bnba, bng, bnii, bntt, bsmt, bslt, bssb, btpn, and mega. while banks that have good performance during the period 2012-2016 are banks baca, bslt, bvic, nisp, and pnbn. (6) the dea vrs method of familiarizing banks that perform poorly during the period 2012-2016 is bank agro, bbca, bbnp, bbtn, bdki, bnba, bnii, bsbr, bsim, bsmt, bbni, bmri, bdmn, and mcor. while banks that perform well during the period 2012-2016 are banks baca, bslt, bvic, bbkp, bbmi, bssb, nisp, and pnbn. references banker, r. d., charnes, a., & cooper, w. w. (1984). some models for estimating technical and scale ineffeciencies in data envelopment analysis. management science, 30(9), 1078–1092. bauer, w. p., berger, n. a., ferrier, d. g, & humphrey, b. d. 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(2015). technical efficiency of melon farming in kulon progo: a stochastic frontier approach (sfa). international journal of computer applications, 132(6), 975 8887. https://papers.ssrn.com/ microsoft word 02_mn_ darjat_ok.doc interactive control system … (tubagus ismail; darjat sudrajat) 93 interactive control system, intended strategy, implemented strategy dan emergent strategy tubagus ismail1; darjat sudrajat2 1jurusan akuntansi fe universitas sultan ageng tirtayasa jl. jakarta km 4 serang banten, serang, banten 42119, indonesia 2management department, school of business management, binus university jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480 sudrajat.darjat@yahoo.com abstract the purpose of this study was to examine the relationship between management control system (mcs) and strategy formation processes, namely: intended strategy, emergent strategy and impelemented strategy. the focus of mcs in this study was interactive control system. the study was based on structural equation modeling (sem) as its multivariate analyses instrument. the samples were upper middle managers of manufacturing company in banten province, dki jakarta province and west java province. amos software 16 program is used as an additional instrument to resolve the problem in sem modeling. the study found that interactive control system brought a positive and significant influence on intended strategy; interactive control system brought a positive and significant influence on implemented strategy; interactive control system brought a positive and significant influence on emergent strategy. the limitation of this study is that our empirical model only used one way relationship between the process of strategy formation and interactive control system. keywords: interactive control system, intended strategy, emergent strategy and manufacture abstrak penelitian ini bertujuan untuk meneliti hubungan management control system (mcs) dengan proses pembentukan strategi berupa intended strategy, emergent strategy serta implemented strategy. fokus mcs yang digunakan dalam penelitian ini adalah interactive control system. penelitian ini menggunakan structural equation modeling (sem) sebagai alat analisis multivariate. sampel yang digunakan adalah pimpinan menengah dan puncak perusahaan manufaktur yang terdapat di propinsi banten, dki jakarta dan jawa barat. software amos 16 digunakan sebagai alat bantu untuk memecahkan permasalahan sem. penelitian ini menemukan bahwa interactive control system berpengaruh positif dan signifikan terhadap intended strategy; interactive control system berpengaruh positif dan signifikan terhadap implemented strategy; interactive control system berpengaruh positif dan signifikan terhadap emergent strategy keterbatasan penelitian ini adalah model empiris dalam penelitian ini hanya menggunakan hubungan satu arah antara proses strategi dan mcs. kata kunci: interactive control system, intended strategy, emergent strategy, manufaktur 94                                                                 journal the winners, vol. 13 no. 2, september 2012: 93-105 pendahuluan strategi perusahaan sering berasal dari sebuah proses perencanaan yang terorganisir dan ketat. namun strategi yang telah mendorong organisasi ke puncak industri tidak jarang berasal dari strategistrategi yang dilakukan melalui trial and error dan menjadi keberhasilan yang tak terduga. jarang sekali strategi yang memenangkan persaingan bisnis berasal dari strategi yang telah ditetapkan diawal. organisasi bisnis digambarkan seperti menyelam kedalam perairan ekonomi yang tidak menentu, sehingga sangat penting bagi para pemimpin perusahaan memahami proses terbentuknya strategi, untuk menuntun mereka mencapai tujuannya secara efektif. agar suatu bisnis tetap bertahan dan maju, management control system dibuat secara eksplisit untuk mendukung strategi (dent, 1990). pada dasarnya tujuan dari management control system (mcs) adalah untuk memberikan informasi yang berguna dalam proses pengambilan keputusan, perencanaan dan evaluasi (merchant dan otley, 2006). mcs merupakan alat untuk menciptakan kerja sama baik secara kolektif maupun individual unit organisasi dan menjadi saluran bagi berbagai upaya dan usaha yang dilakukan untuk mencapai tujuan spesifik suatu perusahaan (ouchi, 1979; flamholtz, 1983). sejauh ini, banyak literatur dalam yang telah menelaah efek dari strategi terhadap mcs (dent, 1990; langfield-smith, 1997; henri, 2006). akan tetapi riset yang menekankan efek dari mcs terhadap strategi, konsep strategi paling banyak diteliti pada tingkatan pilihan strategi sedangkan pada proses pembentukan strategi masih sedikit (kober et al., 2007). beragam peneliti sudah menjelaskan bahwa hasil temuan yang diberikan oleh alur mcs – strategi dari sudut penelitian masih bersifat ambigu dan kadangkala bertentangan (abernethy & brownell, 1999; ittner dkk, 2003; langfield-smith, 1997). hasil yang bersifat ambigu ini dikarenakan beragam definisi yang ada, konseptulisasi dan operasionalisasi dari strategi dan mcs (kald et al., 2000; langfield-smith, 1997; simons, 1990). hal ini juga dapat dijelaskan oleh dua alasan. pertama, hubungan yang terjadi antara mcs dan strategi mungkin tidak diteliti dengan tingkat analisa yang tepat. seperti dijelaskan oleh ittner dan larcker (2001) salah satu elemen kunci dalam mempelajari mcs dan strategi adalah dengan mengidentifikasi faktor spesifik yang mengarah pada terbentuknya strategi. dan kedua, sedikitnya perhatian yang diberikan pada masalah proses pembentukan strategi yang muncul akibat penggunaan mcs (kober et al., 2007). hanya ada dua riset yang menekankan pada efek dari penggunaan mcs terhadap strategi yang mengkonsepkan strategi sebagai pendekatan proses (roberts, 1990; kober et al, 2007). roberts (1990) dan kober et al., (2007) menemukan bahwa mcs akan memfasilitasi strategi yang terdapat pada perusahaan. secara spesifik penggunaan mcs secara interactive berpengaruh positif terhadap proses pembentukan startegi. para peneliti yang menyelidiki hubungan mcs dan proses pembentukan strategi telah mengkonsepkan proses pembentukan strategi dengan menjadi dua bagian (chenhall, 2005). pertama, emergent strategy, muncul dari proses atau perkembangan jalannya suatu strategi serta memiliki respon yang cepat terhadap perubahan yang mendadak. kedua, intended strategy, merupakan strategi yang dirumuskan diawal oleh top manajemen, yang dapat saja tidak terpakai jika ada perubahan yang tidak terduga. meskipun peneliti terdahulu telah meneliti hubungan antara penggunaan interactive control system dan proses pembentukan strategi (roberts, 1990; kober et al., 2007), hasil penelitian tersebut belum memberikan hasil yang dapat digeneralisasi. penelitian yang dilakukan oleh roberts (1990) dan kober et al. (2007) dan menggunakan metode kualitatif studi kasus. penelitian studi kasus memungkinkan analisis yang lebih mendetil dari sebuah proses perubahan strategi dan penggunaan interactive control system … (tubagus ismail; darjat sudrajat) 95 pendekatan studi kasus banyak didukung oleh para peneliti (dent, 1990). namun, kemampuan generalisasi dari hasil temuan ini masih terbatas karena adanya beragam karakteristik organisasi yang bersifat spesifik. penelitian ini menjelaskan hubungan kausal antara interactive control system dan proses pembentukan dan implemented strategy dengan metode kuantitatif, sehingga hasilnya lebih dapat digeneralisasi. teori dan definisi konstruk interactive control system interactive control system adalah sebuah sistem formal yang digunakan oleh manajer puncak sebuah perusahaan untuk melibatkan dirinya secara teratur dan secara personal pada aktivitas pengambilan keputusan dari pihak bawahan (simons, 1987; simons, 1994 ; simons, 1995; simons, 2000). interactive control system digunakan untuk merangsang dialog, tatap muka dan untuk membangun jembatan informasi antar tingkatan hirarkis, departemen fungsional dan pusat laba. sistem pengendalian diagnostik dapat dibuat bersifat interaktif dengan cara melanjutkan dan secara terus menerus memberikan perhatian dan minat pada pihak manajemen. interactive control system digunakan oleh manajemen puncak untuk memandu proses pembentukan strategi secara informal dengan menetapkan kerterlibatan pribadi, intimasi atau kedekatan dengan permasalahan, dan komitmen (mintzberg, 1987). sebuah sistem akan diklasifikasikan sebagai sistem yang interaktif jika manajer puncak melaporkan bahwa sistem tersebut sering digunakan secara personal, teratur dan menjadi prioritas baik bagi dirinya sendiri maupun bagi bawahannya (simons, 1990). sistem ini digunakan pada pertemuan rutin yang dilakukan secara langsung baik dengan bawahan maupun dengan pihak lain untuk meninjau data dan menghasilkan rencana tindakan (simons, 1990). interactive control system bukan merupakan tipe unik dari sistem pengendalian (simons, 1994; simons, 2000). setiap sistem pengendalian dapat digunakan secara interaktif oleh senior manajer jika sistem tersebut cocok dengan tingkat ketidakpastian yang disyaratkan (simons, 2000;219). sedangkan pemilihan terhadap interactive control system sangat tergantung pada empat faktor yaitu 1) ketergantungan teknologi, 2) regulasi, 3) kompleksitas penciptaan nilai, dan 4) kenyataan dari respon taktis (simons, 2000). terdapat beberapa alasan manajer menggunakan interactive control system, yaitu 1) ekonomi, perhatian manajemen merupakan sumber daya yang langka dan mahal; 2) kognitif, kemampuan setiap individu untuk memproses informasi dalam jumlah besar bersifat terbatas; dan 3) stratejik, berkaitan dengan pembelajaran aktif mengenai ketidakpastian strategi dan mengumpulkan rencana tindakan baru (simons, 2000). manajer puncak harus memutuskan aspek mana dari sistem pengendalian manajemen yang akan digunakan secara interaktif dan aspek mana yang menjadi programnya (simons, 1987). pengendalian manajemen menjadi bentuk pengendalian yang bersifat interaktif ketika manajer menggunakan prosedur perencanaan dan pengendalian yang secara aktif memonitor dan melakukan intervensi pada pihak bawahan atas akivitas pengambilan keputusan yang sifatnya terjadi secara terus menerus (simons, 1990). karena intervensi yang dilakukan akan memberikan peluang bagi tim manajemen puncak untuk memperdebatkan dan menantang berdasarkan data dasar dan rencana tindakan lainnya. oleh karena itu pengendalian interaktif menuntut perhatian yang terus menerus dari pihak bawahan yang beroperasi di semua tingkatan perusahaan (simons, 1990). perusahaan modern memiliki jenis dan bentuk sistem pengendalian yang berbeda. manajer puncak akan memilih untuk membuat sistem pengendalian manajemen yang sifatnya interaktif jika sistem yang ada mengindikasikan adanya ketidakpastian strategi. sistem interaktif terpilih dapat digunakan oleh manajer puncak untuk dua fungsi berikut: pemberian tanda atau sinyal dan tindakan observasi atau pengawasan terhadap keputusan yang telah diambil (simons, 1990). 96                                                                 journal the winners, vol. 13 no. 2, september 2012: 93-105 pemberian tanda atau sinyal adalah penggunaan informasi yang ada untuk mengungkapkan adanya preferensi. pemberian tanda atau sinyal sangat penting karena manajer puncak tidak dapat selalu mengetahui kapan atau dimana momentum untuk pengambilan keputusan penting, bagaimana atau mengapa sebuah keputusan akan dibuat, atau untuk siapa keputusan tersebut dibuat. proses pengambilan keputusan ini akan mengalami difusi saat input diterima dari beragam pelaku dan dalam periode waktu yang panjang. dengan menggunakan interactive control system yang berfungsi untuk mengawasi atau memonitor ketidakpastian strategis, manajemen puncak akan cendrung lebih memilih kepada individu yang memberikan masukan terhadap proses pengambilan keputusan. tindakan obervasi atau pengawasan adalah tindakan untuk mencari hal-hal yang terjadi di luar dugaan, pengendalian manajemen interaktif akan memberikan panduan terhadap anggota organisasi dimana mencari hal yang diluar dugaan tersebut dan jenis informasi apa yang akan dikumpulkan (simons, 1990). hal yang terjadi diluar dugaan ini kemungkinan bisa saja menjadi alternatif baru, preferensi baru atau perubahan bagi perusahaan (feldman dan march, 1981). pilihan berbagai alternatif baru yang ditawarkan kepada manajer puncak sangat diperlukan saat keputusan tersebut berkaitan dengan kebijakan strategis dan sumber daya yang dimilikinya (mintzberg, 1973b, p. 87; bower, 1986, hal. 64). interactive control system mengendalikan dan memungkinkan manajer puncak untuk memiliki informasi penuh atas alternatif keputusan yang akan diambil dan didistribusikan ke seluruh lini perusahaan. proses pembentukan strategi dan implementasi strategi para peneliti manajemen strategi telah menyelidiki perubahan cara strategi dikonsepkan dan menelaah hubungan antara strategi dan spm sejak pertengahan tahun 1990an (langfield-smith, 2007). proses saat strategi terbentuk dan diimplementasikan telah menarik perhatian banyak pihak untuk menelitinya. bhimani dan langfield-smith (2007. hal. 3-4) menyatakan bahwa literatur yang membahas manajemen strategi memberikan indikasi adanya keragaman yang sangat tinggi dalam hal bentuk dan sifat alamiah dari suatu proses strategi yang terjadi dalam suatu organisasi. karakterisasi yang beragam proses strategi telah banyak dikemukakan dan dijelaskan oleh para peneliti (johnson dan scholes, 1999). salah satu bentuk karakteristik dari proses pembentukan strategi dalam taksonomi yang berkembang saat ini dijelaskan dengan rinci oleh mintzberg (1978, 1987, 1994); mintzberg dan waters (1985); mintzberg dan mchugh, 1985); dan mintzberg (1990, 1994). terdapat dua proses yang independen dan bekerja secara simultan dalam proses pembentukan strategi (mintzberg dan waters, 1985). pertama, intended strategy, dalam taksonominya, strategi dipandang sebagai suatu pernyataan yang bertujuan proaktif dan berbentuk formal serta telah direncanakan sebelum suatu keputusan diambil atau suatu tindakan dilakukan. setelah proses pembentukan strategi selesai selanjutnya akan diikuti dengan tahap implementasi (langfield-smith, 1997). strategi semacam ini dinyatakan sebagai intended strategy. intended strategy adalah sebuah rencana yang menjadi tujuan perusahaan dan diperkirakan sebagai tindakan yang paling sesuai untuk mencapai tujuan perusahaan (mintzberg, 1978). jika situasi yang ada dianggap sudah sesuai dengan keinginan, maka manuver atau trik dan hal semacamnya akan dapat digunakan untuk menghambat/mengancam perusahaan pesaing (mintzberg, 1978). konsep dasar dari strategi ini adalah bahwa seluruh tindakan harus direncanakan terlebih dahulu. dalam hal ini, intended strategy menjelaskan adanya rencana dari posisi puncak ke posisi bawah. intended strategy dapat diimplementasikan jika tiga persyaratan berikut terpenuhi (mintzberg and water, 1985). pertama, orang-orang yang ada dalam organisasi harus memahami setiap detil penting apa yang dimaksudkan manajemen dalam indended strategy. kedua, setiap anggota organisasi harus melihat dunia bisnis ini sebagai tindakan yang kolektif. ketiga, perhatian kolektif ini dapat diwujudkan jika hal-hal yang tidak terduga seperti politik, teknologi atau kekuatan pasar tidak terlalu interactive control system … (tubagus ismail; darjat sudrajat) 97 berpengaruh. ketiga ketentuan ini sangat sulit ditemukan, sehingga sangat jarang intended strategy dapat dilaksanakan tanpa perubahan yang signifikan (mintzberg and water, 1985). proses pembentukan strategi kedua disebut emergent strategy. strategi ini adalah akibat dari pengaruh kumulatif dari keputusan sehari-hari yang dibuat oleh manajer menengah, insinyur, tenaga penjualan dan keuangan. keputusan yang dibuat oleh mereka biasanya memiliki karakter yang taktis, tidak dibingkai sebagai keputusan strategis sama sekali. emergent strategy adalah strategi yang kemunculannya untuk memberikan tanggapan atau respon terhadap adanya ancaman eksternal yang tidak diprediksi sebelumnya atau tidak diduga sebelumnya melalui uji coba atau trial dan error (mintzberg, 1994). strategi ini muncul dari aktivitas sehari-hari suatu bisnis dan seringkali berasal dari ide atau gagasan yang muncul dari posisi bawah ke pihak atasan yang sifatnya tidak terduga. sebagai contoh, untuk memudahkan pengelolaan, sam walton pemilik wallmart, memutuskan membangun toko kedua di kota kecil, dekat dengan toko yang pertama di bentonville, arkansas. hal ini menyebabkan penemuan ekonomi yang menarik, ada bangunan toko yang besar di kota kecil. emergent strategy hasil dari respon sehari-hari manajer untuk masalah atau kesempatan yang tak terduga oleh mereka yang terlibat dalam proses pembuatan intended strategy pada saat top manajemen melakukan analisis dan perencanaan. taksonomi tentang intended strategy ataupun taksonomi emergent strategy tidak hanya dilihat dari cara pembentukan strategi tersebut dikonsepkan, namun para peneliti telah menguatkan model penelitian mereka yang membahas mengenai bagaimana suatu strategi dibentuk (chenhall, 2005). para peneliti dibidang hubungan antara strategi dan spm yang ada pada saat ini telah mengkonsepkan proses pembentukan strategi dengan membedakan antara intended strategy atau emergent strategy (chenhall, 2005). perspektif yang diambil untuk mendefinisikan impelementasi strategi sangat beragam. hal ini meliputi tindakan pengendalian, monitoring dan evaluasi (hrebiniak and joyce, 1985), pelaksanaan dari rencana strategi (floyd dan woolridge, 1992), alokasi sumber daya, pemecahan masalah-masalah operasional (cespedes, 1991; laffan, 1983), mengubah tujuan strategi menjadi suatu rencana operasional dan menjelaskan strategi yang telah dipilih menjadi suatu tindakan yang nyata (johnson dan scholes, 1999). sudut pandang semacam ini sangat terbatas sehingga para peneliti tidak berhasil mengenali bentuk alamiah dari strategi yang sifatnya emergent dari proses implementasi, dimana pembentukan strategi pada tahapan awal akan berubah karena adanya perubahan kondisi lingkungan ataupun kondisi organisasional. sedikit sekali literatur yang membahas model konseptual implemented strategy yang mengakomodasi bentuk alamiah strategi yang sifatnya emergent atau intended, khususnya jika dikaitkan dengan akuntansi manajemen. namun demikian ada dua studi yang memberikan panduan pada penelitian ini tentang bagaimana konstruk implemented strategy akan dilihat dalam studi ini. noble (1999) melakukan tinjauan terhadap lima puluh konsep dan studi yang berhubungan dengan implemented strategy. noble (1999) menemukan bahwa kemampuan untuk menyesuaikan kebudayaan, struktur dan kekerapan munculnya gaya manajemen dalam suatu organisasi akan memberikan pengaruh yang besar terhadap proses implementasi strategi. dalam suatu studi kasus yang mengidentifikasi keberhasilan implementasi strategi yang menjadi tujuan pada sebuah perusahan kapal pesiar di norwegia, heide et al. (2002) menemukan bahwa terdapat tujuh aspek dari implementasi strategi yang mendapatkan perhatian khusus pada literatur saat ini. empat dari tujuh aspek yang ada ini dinyatakan memiliki nilai penting dan khusus yaitu: (1) keterlibatan awal para anggota sebuah organisasi terhadap proses implementasi strategi, (2) pemberian infomasi tentang strategi yang sifatnya relevan dengan pegawai dalam seluruh lini perusahaan melalui mekanisme komunikasi yang bersifat vertikal ataupun horizontal; (3) memberikan ilmu pengetahuan dan keterampilan yang sangat penting untuk mengimplementasikan suatu strategi terhadap seluruh pegawai yang terdapat dalam perusahaan; dan (4) mengalokasikan dana serta sumber 98                                                                 journal the winners, vol. 13 no. 2, september 2012: 93-105 daya manusia yang memadai dan mampu untuk mengimplementasikan sebuah strategi. hasil temuan yang diperoleh dari dua studi ini memberikan indikasi adanya faktor-faktor yang sangat berpengaruh dalam implementasi strategi. pengukuran konstruk pengukuran konstruk interactive control system menggunakan indicator yang dikembangkan oleh simons (1995), henri (2006) yaitu : mengembangkan diskusi dalam rapat dengan atasan, bawahan dan rekan (ics1) ; mengembangkan tantangan dan perdebatan berdasarkan data, asumsi dan rencana tindakan (ics2); memberikan pandangan umum organisasi (ics3); komitmen pada organisasi (ics4); fokus pada masalah utama (ics5); fokus pada faktor sukses (ics6); mengembangkan bahasa yang umum di organisasi (ics7). strategi dengan pendekatan proses disini terdiri dari pertama, intended strategy, indicator yang digunakan untuk mengukur konstruk ini diadopsi dari hasil kerja boyd dan reuning-elliot (1998) yaitu : mission statements (ins8); trend analysis (ins9) ; competitor analysis (ins10) ; longterm goal (ins11); annual goals (ins12); action plans (ins13); on going evaluation (ins14). kedua, emergent strategy. indikator yang digunakan untuk mengukur konstruk emergent strategy dikembangkan dari hasil kerja mintzberg dan waters (1985) dan marginson (1999) yaitu : strategi yang oportunis (es15); bottom up strategy (es16); strategi intuisi (es17). pengukuran kosntruk implementasi strategi diambil dari hasil kerja noble (1999) dan heide, et al. (2002) yaitu : keterlibatan seluruh anggota (ims18), penyesuaian struktur organisasi (ims19), penyesuaian gaya manajemen (ims20), penyesuaian budaya organisasi (ims21),tersedianya informasi pada seluruh organisasi (ims22), tersedianya pengetahuan dan keterampilan pegawai (ims23) dan pengalokasian dana dan sumber daya (ims24) pengembangan hipotesis sesuai dengan temuan dari mintzberg (1978) membedakan antara intended strategy yang merupakan strategi yang telah menjadi tujuan dan emergent strategy yang merupakan strategi yang bersifat spontan yang mungkin akan terbentuk. sudut pandang konvensional dari hubungan antara mcs dan strategi menyatakan bahwa penggunaan mcs akan memberikan pengaruh pada pembentukan strategi (merchant dan otley, 2006). konsep pembentukan strategy yang terdiri dari intended strategy dan emergent strategy serta implementasi strategi (mintzberg, 1978, 1987, 1994; mintzberg dan waters, 1985) disatukan dengan hasil kerja simons (1990, 1991, 1994, 1995) yang meneliti penggunaan pengendalian interaktif. simons (1990, 1991, 1994, 1995) memberikan dukungan teoretis dan empiris bagaimaan cara penggunaan sistem pengendalian interaktif (interactive control systems). interactive control systems membantu organisasi untuk mengkomunikasikan agenda strategis dan mengarahkan perhatian organisasi terhadap ketidakpastian yang mungkin muncul untuk pembentukan strategi. simons (1995) meneliti bahwa interactive control systems akan mendukung munculnya dialog dan perdebatan yang akan berlangsung dalam waktu yang cukup lama. interactive control systems juga menciptakan tekanan yang sifatnya kompetitif dalam suatu organisasi untuk melakukan inovasi dan adaptasi (simons, 1995). oleh karena itu interactive control systems akan berepengaruh positif terhadap intended strategy yang telah terencana dari awal dan emergent strategy yang sifatnya spontan. perubahan dalam hubungan tradisional yang terjadi antara mcs dan pembentukan strategi sudah dipertegas oleh peneliti lainnya yang menelaah hubungan mcs dan strategi. marginson (2002) menemukan bahwa persepsi manajerial akan pengunaan mcs akan berepngaruh positif dengan pembentukan dan implementasi strategi. artinya, intended strategy, emergent strategy dan implemented strategy akan dipengaruhi mcs. kober et al. (2007) menemukan bahwa mekanisme mcs yang digunakan dengan cara interaktif akan membantu untuk memfasilitasi pembentukan dan implementasi suatu strategi. uraian tersebut mengarah pada terbentuknya hipotesa sebagai berikut : h1: interactive control system berpengaruh positif terhadap intended strategy. interactive control system … (tubagus ismail; darjat sudrajat) 99 h2: interactive control system berpengaruh positif terhadap implemented strategy. h3: interactive control system berpengaruh positif terhadap emergent strategy. metode sampel dan prosedur pengumpulan data unit analisis dalam penelitian ini adalah pimpinan menengah ke atas yang ada di perusahaan manufaktur di provinsi banten, dki jakarta dan jawa barat. berdasarkan pertimbangan data manajer unit bisnis dari perusahaan manufaktur tidak tersedia, maka metode pemilihan sampel yang digunakan dalam penelitian ini adalah metode pemilihan sampel bertujuan (purposive sampling). alasan menggunakan metode purposive sampling dalam penelitian ini adalah agar peneliti benar-benar mendapatkan informasi yang dibutuhkan dari objek yang tepat. pertimbangan atau kriteria penentuan sampel dalam penelitian ini adalah sebagai berikut: (1) pimpinan menengah ke atas perusahaan manufaktur yang berada di propinsi banten, dki jakarta dan jawa barat. adapun alasannya adalah karena 60% industri manufaktur terletak di tiga propinsi tersebut; (2) pimpinan menengah ke atas yang memiliki kriteria berikut : manajer tersebut paling kurang memiliki pengalaman selama dua tahun di perusahaan tersebut, dengan begitu mereka diharapkan memiliki pengetahuan mengenai masalah-masalah yang berkaitan dengan strategis; (3) pimpinan menengah ke atas perusahaan yang bergerak pada industri manufaktur yang bertipe prospector. hal ini dikarenakan pada industri-manufaktur yang prospector, perusahaan aktif mencari peluang dengan inovasi yang terus menerus, berperilaku sangat kreatif, memilki kreativitas yang tinggi dan daya inovasi yang besar. orang-orang yang bekerja pada perusahaan dengan tipe prospector biasanya memiliki tingkat pembelajaran yang tinggi, memiliki kemampuan bereksplorasi melakukan uji coba strategi yang sangat tinggi. jenis dan prosedur pengumpulan data data untuk penelitian ini adalah data primer dalam bentuk persepsi responden dikumpulkan dengan metode diantar langsung kepada responden. ringkasan jumlah pengiriman dan pengembalian kuesioner pada masing-masing daerah dalam penelitian ini dapat dilihat pada tabel 1. tabel 1 pengiriman dan pengembalian kuesioner keterangan total total kuesioner yang dikirim 429 kuesioner yang tidak bisa diambil 113 total kuesioner yang kembali 316 kuesioner yang tidak digunakan (bukan responden yang dimaksud) 29 total kuesioner yang digunakan 287 tingkat pengembalian (response rate) (316/429 x 100%) 0.7365967 tingkat pengembalian yang digunakan (usable response rate) (287/429 x 100%) 0.6689977 100                                                                 journal the winners, vol. 13 no. 2, september 2012: 93-105 total kuesioner yang dikirimkan sebanyak 429, ada 113 reponden yang tidak kembali, karena jadwal kerja yang padat responden sulit ditemui. dari 316 kuesioner ada 29 kuesioner tidak bisa digunakan karena kuesioner di isi oleh responden yang memiliki jabatan pimpinan bawah, bukan pimpinan menengah ke atas perusahaan seperti yang diminta dalam penelititan ini. sehingga kuesioner yang dapat digunakan dalam analisis data sebanyak 287 kuesioner (429-113-29). dengan kata lain tingkat pengembanalian kuesioner sebesar 74% dan tingkat pengembalian yang digunakan sebesar 66.9%. structural equation model penelitian ini menggunakan structural equation modeling sebagai alat analisis multivariate yang memungkinkan peneliti untuk menguji hubungan antara variabel yang kompleks dan memperoleh gambaran yang menyeluruh mengenai keseluruhan model. sem telah dianggap sebagai suatu alat statistik yang sangat berguna bagi para peneliti pada seluruh bidang ilmu sosial. sem telah menjadi suatu keharusan untuk penelitian non eksperimental, dimana metode untuk pengujian teori belum dikembangkan secara menyeluruh. penelitian ini menggunakan software amos 16 sebagai alat bantu untuk memecahkan permasalahan sem. pada analisis confirmatory factor analysis konstruk exogen dan endogen dengan mengkorelasikan masaing antar konstruk exogen dan endogen, tampak bahwa konstruk interactive control system harus dimodifikasi dengan mengeluarkan loading indikator yang dibawah 0.5 yaitu: ics3, ics5 dan ics6. sementara itu konstruk intended strategy, emergent strategy dan implemented strategy harus dimodifikasi dengan menghilangkan beberapa indikator yang memiliki nilai loading di bawah 0.5 yaitu ins8, ins10, ins12, ims19, ims22 dan ims23. oleh karena itu, enam indikator tersebut harus dikeluarkan dari model. setelah dilakukan modifikasi berdasarkan cfa exogen dan endogen, model dengan indikator yang ada di run kembali, sehingga menghasilkan output amos seperti pada gambar 1. gambar 1 output full model interactive control system … (tubagus ismail; darjat sudrajat) 101 hasil dan pembahasan pengujian asumsi model penelitian pengujian normalitas data pengujian normalitas data dilakukan dengan menggunakan kriteria nilai kritis sebesar ± 2,58 pada tingkat signifikan 0,01. apabila nilai kritis dari hasil penelitian ini lebih besar dari kriteria nilai kritis tersebut, maka dapat diduga bahwa distribusi data adalah tidak normal. hasil structural equation modeling bagian assessment of normality, pada kolom critical ratio (c.r.) secara multivariate adalah sebesar 1.81 berarti lebih besar dari ± 2,58. dengan demikian, hasil pengujian normalitas untuk data penelitian ini telah memenuhi syarat untuk dikategorikan sebagai normal secara multivariate. pengujian outliers evaluasi multivariate outliers dilakukan dengan menggunakan perhitungan jarak mahalanobis (the mahalonobis distance) untuk tiap-tiap variabel. the mahalonobis distance menunjukkan jarak sebuah variabel dari rata-rata semua variabel dalam sebuah ruang multidimensional (ferdinand, 2005). perhitungan jarak mahalanobis didasarkan pada nilai chi-square dalam tabel distribusi χ2 pada derajat bebas sebesar jumlah variabel yang digunakan dalam penelitian. dalam penelitian ini digunakan 24 variabel pada tingkat p < 0,001 yaitu χ2 (24; 0,001) = 40,79. oleh karena itu, data yang memiliki jarak mahalanobis lebih besar dari 40,79 dianggap multivariate outliers. dalam data penelitian ini tidak ada jarak mahalanobis nilainya di atas 40,79. pengujian multicollinearity untuk melihat apakah terdapat multicollinearity atau singularity dalam sebuah kombinasi variabel, perlu mengamati determinan matriks kovarians. program amos 16.0 akan secara otomatis memberikan warning bila matriks kovariansnya bersifat singular. indikasi multicollinearity dapat dilihat jika nilai korelasi antar konstruk > 1 (byrne, 2010). karena dalam analisis ini tidak ada warning dan tidak terdapat nilai korelasi antar konstruk >1 maka matriks kovarians ini adalah nonsingular dan karena itu dapat dianalisis. pengujian kelayakan model penelitian dari gambar 1 dapat dilihat bahwa goodness of fit menunjukkan model fit yang cukup baik. dengan nilai rmsea pada 0.068 < 0.08, agfi sebesar 0.936 > 0.9, komponen evalausi tli pada 0.923, cfi pada 0.980, nfi pada 0.924 dan gfi sebesar 0.909, secara keseluruhan kriteria tersebut menunjukkan tingkat penerimaan yang baik (fit). solimun (2006) menyatakan bahwa jika terdapat satu atau dua kriteria goodness of fit yang telah memenuhi, model dikatakan baik. pengujian dan pembahasan hipotesis setelah perhitungan melalui analisis konfirmasi dan uji structural equation model yang mencakup konstruk intended strategy, emergent strategy, interacitve control system, tahap selanjutnya adalah menguji hipotesis yang diajukan, hasil ujinya dapat dilihat berdasarkam besarnya critical ratio dan probabilitas pada output regression weight pada tabel 2. 102                                                                 journal the winners, vol. 13 no. 2, september 2012: 93-105 tabel 2 regression weights   std. estimate s.e. p intended_strategy <--interactive_control_system .667 .040 *** emergent_strategy <--interactive_control_system .694 .038 *** implemented_strategy <--interactive_control_system .444 .051 *** hipotesis 1 menyatakan bahwa interactive control system berpengaruh positif terhadap intended strategy. hasil uji terhadap parameter estimasi antara interactive control system dengan intended strategy menunjukkan ada pengaruh yang signifikan dengan nilai loading sebesar 0.667 pada tingkat signifikan sebesar 0.001 (1%). dengan demikian, hipotesis 1 diterima. hal ini sesuai dengan teori kontinjensi (merchant dan otley, 2006) yaitu mcs perlu disesuaikan dengan strategi organisasi. dengan kata lain hasil pengujian secara empiris terhadap hipotesis 1 di atas sejalan dengan temuan hasil studi kober et al (2007), roberts (1999) dan marginson (2002) bahwa pembentukan strategi yang terdiri dari intended strategy dan emergent strategy (mintzberg, 1978; chenhall, 2005) akan diikuti oleh penggunaan mcs secara interaktif. hipotesis 2 menyatakan bahwa interactive control system berpengaruh positif terhadap implemented strategy. hasil uji terhadap parameter estimasi (regression weight) antara interactive control system dengan implemented strategy menunjukkan ada pengaruh positif dengan nilai loadng sebesar 0.444 pada tingkat signifikan sebesar 0.001 (1%). dengan demikian hipotesis 2 dapat diterima. hal ini sesuai dengan teori kontinjensi merchant dan otley (2006) bahwa mcs akan menyesuaikan diri dengan strategi yang ada. hipotesis 3 menyatakan bahwa interactive control system berpengaruh positif terhadap emergent strategy. hasil uji terhadap parameter estimasi (regression weight) antara interactive control system dengan implemented strategy menunjukkan ada pengaruh positif dengan nilai loadng sebesar 0.694 pada tingkat signifikan sebesar 0.001 (1%). dengan demikian hipotesis 3 dapat diterima. hal ini sesuai dengan teori kontinjensi merchant dan otley (2006) bahwa mcs akan menyesuaikan diri dengan strategi yang ada. temuan ini mengungkapkan bahwa emergent strategy yang sifatnya spontan membutuhkan pengendalian yang mendukung munculnya dialog dan perdebatan yang berlangsung dalam waktu yang cukup lama. dialog dan perdebatan tersebut merupakan bagian dari penggunaan mcs secara interaktif. temuan empiris terhadap hipotesis 3 di atas sesuai dengan hasil studi kober et al (2007) yang menyatakan bahwa proses emergent strategy akan dipengaruhi oleh mekanisme penggunaan mcs. lebih spesifik penggunaan mcs yang dimaksud di sini adalah interactive control system. simpulan hasil pengujian hipotesis 1, hipotesis 2 dan hipotesis 3 menunjukan bahwa intended strategy, implemented strategy dan emergent strategy berpengaruh positif dan signifikan terhadap interactive control system. ketiga temuan tersebut seusai hasil kerja menurut merchant dan otley (2006) mcs dipengaruhi oleh konteks dimana mcs beroperasi dan perlu disesuaikan dengan kebutuhan dan keadaan organisasi. salah saru variabel yang berpengaruh dalam menentukan sistem pengendalian manajemen adalah strategi perusahaan (2006) model empiris dalam penelitian ini hanya menggunakan hubungan satu arah antara proses strategi dan mcs. hasil penelitian kualitatif yang dilakukan oleh kober et al. (2007) dan roberts interactive control system … (tubagus ismail; darjat sudrajat) 103 (1990), menunjukan bahwa hubungan yang terjadi antara strategi dan mcs merupakan hubungan dua arah (timbal balik) yang saling mempengaruhi. dengan demikian, keterbatasan penelitian ini memberi peluang bagi penelitian kuantitatif yang akan datang untuk mempertimbangkan hubungan timbal balik antara strategi dan mcs. daftar pustaka abernethy, m. a. dan brownell, p. (1999). management control systems in research and development organizations: the role of accounting behavior and personnel controls. accounting organizations and society, 22 (3), 233 – 248. chenhall, r. h. (2005). content and process approaches to studying strategy and management control systems. controlling strategy: management, accounting, and performance measurement. oxford: oxford university press. dent, j. f. (1990). strategy, organization and control: some possibilities for accounting research. accounting, organizations and society, 15 (1), 3 – 25. flamholtz, e. g. (1983). accounting, budgeting and control systems in their organizational context: theoretical and empirical perspectives. accounting, organizations and society, (8), 153-174. floyd, s. w. dan woolridge, b. (1992). managing strategic consensus: the foundation of effective implementation. academy of management executive, 6, 27 – 39. heide, m., gronhaug, k. dan johannessen, s. (2002). exploring barriers to the successful implementation of a formulated strategy. scandinavian journal of management, 18, 217 – 231. henri, j-f. (2006). management control systems and strategy: a resource-based perspective. accounting, organizations and society, 31 (6), 529 – 558. hrebiniak, l. g. dan joyce, w. f. (1985). organizational adaptation: strategic choice and determinism. administrative science quarterly, 30, 336 – 349. ittner, c. d. dan larcker, d. f. (2001). assessing empirical research in managerial accounting: a value-based management perspective. journal of accounting and economics, 32, 349 – 410. ittner, c.d., larcker, d.f. dan meyer, m.w. (2003). subjectivity and the weighting of performance measures: evidence from the balanced scorecard. the accounting review, vol. 78, (3), 725758. johnson, g. dan scholes, k. (1999) exploring corporate strategy: text and cases, pearson, essex, uk. kald, m., nilsson, f. dan rapp, b. (2000). on strategy and management control: the importance of classifying the strategy of the business. british journal of management, 11, 197 – 212. kober, r., ng, j., paul, b. j. (2007). the interrelationship between management control mechanisms and strategy. management accounting research, 18, 425 – 452. 104                                                                 journal the winners, vol. 13 no. 2, september 2012: 93-105 laffan, b. (1983). policy implementation in the european community: the european social fund as a case study. journal of common market studies, 21, 389 – 408. langfield-smith, k. (1997). management control systems and strategy: a critical review. accounting. organizations and society, 22 (2), 207 – 232. merchant, k.a. dan otley, d.t. (2006). a review of the literature on control and accountability. the handbook of management accounting research, oxford: elsevier press. mintzberg, h. (1973) the nature of managerial work. london: prentice hall. mintzberg, h. (1978). patterns in strategy formation. management science, 24 (9), 934 – 948. mintzberg, h. (1987). crafting strategy. harvard business review, july/august, 66 – 75. mintzberg, h. (1990). the fall and rise of strategic planning. harvard business review, january/february, 107 – 114. mintzberg, h. (1994) the rise and fall of strategic planning. hemel hempstead: prentice hall. mintzberg, h. (1994). rethinking strategic planning part 1: pitfalls and fallacies. long range planning, 27 (3), 12 – 21. mintzberg, h. dan mchugh, a. (1985). strategy formulation in an adhocracy. administrative science quarterly, 30, 160 – 197. mintzberg, h. dan waters, j.a. (1982). tracking strategy in an entrepreneurial firm. academy of management journal, xxv (3), 465 – 499. mintzberg, h. dan waters, j.a. (1985). of strategies: deliberate and emergent. strategic management journal, 6 (7), 257 – 272. noble, c.h. (1999). the eclectic roots of strategy implementation research. journal of business research, 45, 119–134. ouchi, w.g. (1979). a conceptual framework for the design of organisational control mechanisms. management science, 25 (9), 833 – 849. roberts, j. (1990). strategy and accounting in a u.k. conglomerate. accounting, organizations and society, 15, (1), 107 – 125. simons, r. (1987). accounting control systems and business strategy: an empirical analysis. accounting, organizations and society, 12 (4), 357 – 374. simons, r. (1990). the role of management control systems in creating competitive advantage: new perspectives. accounting, organizations and society, 15 (1), 127 – 143. simons, r. (1991). strategic orientation and top management attention to control systems. strategic management journal, 12, 49 – 62. simons, r. (1994). how new top managers use control systems as levers of strategic renewal. strategic management journal, 15, 169 – 189. interactive control system … (tubagus ismail; darjat sudrajat) 105 simons, r. (1995). levers of control. boston: harvard university press. simons, r. (2000) performance measurement and control systems for implementing strategy. new jersey: prentice hall. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 67 the winners, 21(1), march 2020, 67-73 doi: 10.21512/tw.v21i1.6497 the effect of using instagram influencers in building conseva’s brand awareness paulina tjandrawibawa* creative industries faculty, visual communication design department, universitas ciputra citraland cbd boulevard, made, kota sby, jawa timur 60219, indonesia paulina.tjandrawibawa@ciputra.ac.id received: 25th june 2020/ revised: 07th july 2020/ accepted: 20th july 2020 how to cite: tjandrawibawa, p. (2020). the effect of using instagram influencers in building conseva’s brand awareness. the winners, 21(1), 67-73. https://doi.org/10.21512/tw.v21i1.6497 abstract rapid growth of social media development leads to abundant brands’ promotion for their products or services. one of the many ways is promotion through influencers on instagram. recently, it is known that companies using influencer marketing tend to keep going up since such particular way is considered to be quite effective to increase brand awareness. however, the average data obtained from various journals and articles is data from medium to large scale companies both locally and internationally. therefore, the research was conducted to examine whether the use of instagram influencers to increase brand awareness is also effective for micro-scale local brands by taking examples from one of surabaya lifestyle brands called conseva. the research was conducted with a quantitative method focusing on collecting numerical data to see the results of the growth of followers and visits obtained by conseva before and after using instagram influencers. if the number of instagram followers and visits to conseva increases, it means that brand awareness has also increased and vice versa. keywords: instagram influencer, influencer marketing, brand awareness, microbrand i. introduction the way people communicate and obtain information has changed since social media platforms were found. social media also changes the way consumers communicate and share information about brands so that consumers are now able to think, discuss, and share their experiences with certain brands (the nielson company, 2011). this means brands have a new channel to connect more straightforwardly to their consumers in more organic way (glucksman, 2017). many companies assume that applying internet marketing alone can facilitate and add value to their products. besides, it does not cost much, so it is considered more efficient. the impact on sales will be significantly large if customers visit the site and understand what the brand offers. one of the goals of effective marketing is to introduce the existence of a product to consumers. moreover it is essential to bring the brand image into the customers’ minds, so the brand will become one of customers’ top preferences (haryanto, 2009). among other social media platforms, instagram is one of the most popular platforms globally with active users more than 1 billion. in indonesia, there are 60 million instagram users, thus indonesia made it into fourth place of the countries with the most instagram users after america, india and brazil (statista.com). this particular platform, which has been purchased by facebook, is also ranked fourth as the most used social media in indonesia, which is as much as 79% of the total population. with the increasing use of instagram, the term ‘instagram influencer’ also appears, which is part of influencer marketing and a type of marketing that works with individuals who create content on social media and these individuals have quite a large audience (kl, 2019). evans et al. (2017) stated that many people follow an individual because of their popularity. influencers are also referred as “instafamous” which means micro-celebrity who is famous for works produced on instagram media only. allen (2017) also revealed that these popular individuals also have the influence to convey the message of a brand to a larger market. therefore, these individuals are referred to as influencers because they are able to influence their followers in the media. this has been proven by the data collection conducted by talaverna (2015) where 82% of consumers have a tendency to follow the recommendations of their favorite influencers. 68 the winners, vol. 21 no. 1 march 2020, 67-73 figure 1 statistical data of leading social networks in indonesia source: statista in the midst of intense business competition, new brands certainly need a strategy to increase brand awareness so that potential buyers have the ability to recognize or remember that the brand is part of certain product categories (longwell, 1994). based on rakuten data (rakuten marketing, 2019), 65% of consumers find a new brand or product at least once a week from an influencer. therefore, in the era of rapid use of social media as a marketing strategy, it is important for brand owners to work together with influencers to increase their brand awareness (uzunoglu, 2014). according to delzio (2015), brand awareness on social media can be measured using metrics such as number of followers and “hits/visits/page views”, while according to erskine (2019) in addition to the two metrics there are other metrics like views, impressions, shares and comments that can be used as brand awareness measurement. if the number of these metrics shows an increase or has a high number then it will have a positive impact on brand awareness. based on the benchmark report from the influencer marketing hub (influencer marketing, 2020), the main purpose of companies using influencers is to increase brand awareness. the use of influencers is also increasing from year to year since 91% of respondents or 3.640 marketing agencies, brands and other professional industries surveyed by influencer marketing hub believe that influencer marketing is an effective form of marketing. however, from the information provided by the influencer marketing hub, 55% of respondents spend funds above 10.000 us dollars or around rp 140.000.000,00 per year for influencer marketing. therefore, it can be concluded that the majority of companies surveyed are not micro scale. based on indonesian law no. 20/2008, micro businesses are businesses that have an annual turnover of at most rp 300.00.,00,.00. according to data from the ministry of cooperatives and small and medium enterprises, micro scale businesses are the largest types of businesses in indonesia, to develop it to a larger scale, tough competition and limited funds for marketing become the challenges. figure 2 estimated influencer marketing growth globally source: influencer marketing hub other data and journals studied also rarely mention the effectiveness of using influencer marketing for a brand owned by a micro scale business. tabellion and esch (2019) also stated that marketers have not been able to decided which influencer marketing figure 3 growth of indonesian micro, small, medium and large enterprise in year 2017-2018 source: http://www.depkop.go.id/ 69the effect of using instagram influencers..... (paulina tjandrawibawa) strategies providing the most positive impact on their brand as the question itself has not been fully answered by the published journals. it can also be assumed that the marketers do not only mean to promote big and popular corporate brands but also other brands owned by various company scales. therefore, the research aims to find out whether the influencers will also obtain positive results in increasing brand awareness of a micro business. in the research, conseva brand, a lifestyle brand from surabaya which is managed under cv kreasi consindo, is chosen as subject because of its business size classified to micro business category. figure 4 conseva brand instagram source: instagram ii. methods the research uses quantitative methods focusing on numerical data collection (babbie, 2010). analysis of this numerical data is required to find out the number of followers and page visits on conseva’s instagram page before and after using influencer marketing. in order to answer the research question, target population needs to be defined for sampling process (taherdoost, 2018). approximately 50,000 people are the followers of three instagram influencers who were selected to endorse conseva’s product. they are all women aged from 24 to 35 living in indonesia’s largest cities, and having interest in fashion and design. the research uses simple random sampling technique which can be understood easily and has projectable results (malhotra & birks, 2007). in this research, measuring brand awareness can be achieved by comparing data before and after random sampling. if influencers’ followers have interest in conseva brand, they would visit or follow conseva’s instagram account. an increase in the number of followers and page visit on conseva’s instagram account means that their brand awareness started growing. on the other hand, if the number remains the same or decreasing, it means conseva needs to evaluate their influencer marketing strategy. influencers will also be asked for data on the number of views, shares and comments on each influencer’s instagram. in all three metrics the high number of figures shows the effectiveness of the content displayed by influencers in introducing conseva brand products. the data was collected in january and february 2020 and compiled in a table to be compared. iii. results and discussions found in 2015, conseva brand derives its name from the latin word conservatio that means keeping or conserving. the brand was established as an alternative to the low-quality manufactured goods that lead to a “throw away” mentality causing environmental issues. hence, conseva aims to create emotionally durable products that people want to keep and enjoy for a long period of time. conseva’s first product was printed scarves with hand-drawn style botanical illustrations. to the present, in addition to the scarves collection, conseva has also released other products such as tote bags, pouches, clothings, stationeries, and fashion accessories. the main target market of conseva brand are the upper middle class females aged 24-35 years, who live in big cities in indonesia, and particularly like to buy products with unique illustrated images that can be worn daily for casual occasion. therefore, the first step in formulating an influencer marketing strategy is to choose influencers who have followers with similar ages in accordance with conseva brand target market. it is considered essential reach influencers who come from surabaya—the home city of conseva brand, and jakarta—the city of origin of most buyers for conseva products. influencers chosen are also micro influencers who have a total of 1.000 100.000 followers (de veirman et al., 2019) because their endorsement prices are still suitable for micro scale businesses. besides its suitability for decent sized marketing budget, study conducted by kay et al. (2020) found that compared to macro influencers, micro influencers are more efficient in increasing consumer outcomes as they have a smaller audience scope that provide greater interaction with their followers than largescale influencers. conseva had also approached macro influencers for fee comparison and their fees were at least twice higher than micro influencer which will not be financially suitable for micro scale business. huey & yazdanifard (2014) stated that in order to be successful in social media marketing, the first crucial step is to decide the target consumers. according kampamba (2015), determining consumer market can use demographic segmentation by using major variables—age and gender—as these are the most used aspects and can be measured easily. besides demographic segmentation, geographic segmentation was also applied as conseva brand is based in surabaya, and the majority of their customers live in jakarta. the selection of influencers was done in several ways, namely asking for recommendations from acquaintances who have reached influencers 70 the winners, vol. 21 no. 1 march 2020, 67-73 for their business, direct observation from instagram by seeing circle of friends from influencers, using the sociobuzz platform and omnifluencer, a tool to measure the engagement rate of instagram accounts to see the effectiveness of influencers in promoting a product. according to jaakonmäki et al. (2017), the engagement rate is an indicator that measures the amount responses and interactions received by posting a content on social media. this interaction can be measured by the number of likes and comments that influencers get from followers when making paid posts from a brand to market the brand’s products or services on instagram (hughes et al., 2019). if the influencer is able to create interesting content for the product, it is likely that followers will respond to the content so that the engagement rate will be high. figure 5 types of influencers source: casting asia omnifluencer tool was used to list micro influencers based on their engagement rate. total 31 micro influencers from surabaya and jakarta were listed and known that their engagement rate range was between 0,32% -5,9%. according to semeraro (2019), a pretty good rate for micro influencers (1.000-100.000 followers) is 2,4%. however, because some of these micro influencers have set rates similar to macro influencers, the choice is narrowed down even smaller. there are also other considerations in choosing an influencer, such as influencer’s personality and character; 1) responsive, 2) cooperative, and 3) communicative. besides, the brand should find influencers who have a good sense of fashion. it is expected that they are able to combine the main product with other items into a complete outfit. that way would enhance the look of the product, and give ideas on how to wear them. the next factor is the pose, which should naturally bring out suitable character (fun, feminine, etc.) to the product. lastly, it is their photography skills that matters, including quality of images based on photo composition, photo resolution, backgrounds and filters. the overall look of the influencers’ instagram is also important to be considered to see the effort they put on when making instragram posts. the micro influencers chosen by conseva are referred to as influencers a, b, and c. real names are not used to avoid performance generalization of these influencers. influencer a is a surabaya socialite which has around 30.000 followers with an engagement rate (er) by 2,25%. influencer b is a model from jakarta with nearly 70,000 followers with an er by 1,61%. influencer c comes from surabaya, which has around 14.000 followers on instagram with an er by 1,58%. influencers with er below 2,4% are still chosen because of the factors mentioned previously. each influencer promoted different types of items. the two influencers from surabaya were given a scarf and a totebag from kalimantan collection that has fun and colorful illustration of kalimantan animals and plants. the scarf size is 110 x 110 cm, and is made of silky satin fabric. as for totebag, it was made of thick canvas with lining and the size is 31 x 37 cm. scarf and totebag were chosen due to a more affordable price for the purchasing power of surabaya residents, where scarf is rp 330.000,00, and totebag is rp 190.000,00. figure 6 influencer searching result using omnifluencer tool source: omnifluencer.com figure 7 kalimantan scarf worn by a model (noninfluencer) and kalimantan totebag source: conseva instagram the influencer from jakarta was given a 100% cotton top with a sumatran animals and plants motif 71the effect of using instagram influencers..... (paulina tjandrawibawa) that also has a fun vector illustration style. the clothing price is rp 595.000,00 which is more suitable for the purchasing power of the people of jakarta compared to surabaya. as stated by jakarta provincial government, per capita income or average income of indonesians who move up to the middle class and above leads to an increasing purchasing power of people who live in the capital. with an average higher salary, the community tends to spend more for their needs (ulf, 2019). fereidouni & tajaddin (2015) conducted a study on consumption expenditure and its correlation with wealth. they found that people with higher income will also have higher consumption spending. in addition, there are quite a lot of local brands in jakarta that have similar products, namely clothing with original illustrations with almost similar price ranges. this indicates that jakarta market is familiar with similar products and prices. figure 8 a non-influencer model wearing tops made of 100% cotton with sumatran animals and plants illustration source: conseva instagram the following data are given by the influencers and conseva instagram after the influencers posted on their instagram story and feed. from data in table 1, it was found that influencer b with the highest number of followers apparently did not increase the number of conseva brand followers at all. the unsuccessful follower increase could be caused by influencer’s photo shoot, which did not show product at close range, so the detailed illustrations are not clearly visible. influencer b also did not describe the product at the caption part, just mentioning the brand name which left the audience unaware about the product’s fabric benefits and the illustration story. this is in line with the opinion of anderson (2019), in which an influencer should be able to create a narrative and story about a product that is promoted to attract the attention of their followers and not just pushing products. the comment section of the influencer’ post are all about the physical appearance of the influencer, the location of the photo shoot, and the photographer, where no comments mentioned about conseva products. however, in terms of adding visitors to conseva instagram profile and website, influencer b brought the highest number compared to the other two influencers. this is most likely due to the number of followers owned by influencers b is far higher than influencer a and c. as for influencer a, the promotion was only posted on instagram story, so number of comments received cannot be seen. influencer a created a video content showing unboxing of conseva scarf, accompanied by a brief narrative about the scarf illustration, showing the shape, other details as well as how the scarf looks when it is worn to complete an outfit. as a result, there was an increase in conseva follower numbers but only four people and two of them are fake accounts, where there are no followers on the account. however, conseva received a private message from two people asking for the scarf price which means that the content created by influencer a attracted the attention of the audience to do further requirements regarding product descriptions that have the potential to purchase. the low follower growth could be caused by low video quality and also lacking of alternative fashion style as influencer a was not quite creative in giving ideas to wear the scarf in various ways. according to hird (2013), instagram is different from other social media because instagram is putting emphasis on visual strategy, thus in order to make people engage more with a content, it should have visual appeal (syrdal & briggs, 2018). audience also looks for fashion style variety in a content created outside traditional fashion media (choi, 2016). the last promotion was posted by influencer c, who posted 2 photos. the first photo was influencer c using a totebag that was photographed from long distance and the second photo was totebag detailed illustration. the quality of photos provided by influencer c is better than influencer b because table 1 data views shares comments conseva followers increase conseva profile visits total amount influencer a (30.000 follower) *instastory on january 7th, 2020 3.000 n/a 4 98 influencer b (70.000 follower) *instagram post on february 7th, 2020 15.222 0 24 0 137 72 the winners, vol. 21 no. 1 march 2020, 67-73 influencer c is using dslr camera so when the photo is zoomed-in, it does not look pixilated or blur. due to the image quality, it could be the reason influencers c received positive comments about the totebag compared to influencers b who did not get any comments on conseva’s products. the same idea was expressed by teo et al. (2019) that visual-centric social networking sites, such as instagram, require good quality photos to influence consumers’ perceptions of the quality of products being promoted. in addition to the photo quality factor, since influencer c followers are somewhat smaller than the other two influencers, the possibility to engage with followers will be higher, which can be seen from the fact that influencer c replied to almost all comments on her post. anger & kittl (2011) also argue that quantity is not the same as quality. in this case, although influencer c does not have as much followers as the other two, influencer c build great engagement with the followers. that way is considered to have more positive impact compared to influencers with a large number of followers that most of them are not an active user of instagram. iv. conclusions the results show that after doing endorsements, the use of influencer marketing for conseva’s microscale brand turned out to be less impactful. costs incurred to pay influencers are not proportional to the addition of followers since conseva only gained six new followers and instagram profiles and web visits to the conseva brand did not experience a significant jump. based on conseva’s data in 2019, with the same amount of total expenditure, it is more effective to participate in the local bazaar in surabaya since there were not only increase in instagram followers, who are the bazaar visitors, but also opportunity to sell the products. although for conseva, the use of influencer marketing has little impact on increasing brand awareness, this research cannot generalize that influencer marketing is also not useful for other micro scale brands. based on the results of influencer marketing used by conseva, there are several points that can be optimized to improve the use of influencer marketing in increasing brand awareness. firstly, service users must notify influencers about brand’s product advantages so that influencers can briefly describe them in the caption section to attract followers’ attention. influencers might not be aware of the product advantages and thus, a brand needs to explain it to influencers. secondly, the influencer service user must also know the requirements for the photos; 1) how the photo shoot should be taken i.e. long distance or close distance shoot, 2) how to style the product and 3) the product details which should be highlighted since brand owners has better understanding of the product benefits and uniqueness better than influencers. thirdly, influencers must inform or ask influencers to include appropriate hashtags to approach a wider audience. the findings of the research will contribute to the benefit of local brand owners in indonesia who have limited budget for marketing. the market competitiveness justifies the need to try various marketing strategies including instagram influencer marketing. although the research only takes three influencers, and the result turns out to be far from expectations, it is hoped that other local brand owners might want to incorporate the points to optimize the use of influencer marketing to get better results. for future research, it can be continued by increasing number of instagram influencers in endorsing products and using advance analysis method such as hypotheses testing method, to get a more accurate measurement of brand awareness. references allen, r. 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(2014). brand communication through digital influencers: leveraging blogger engagement. international journal of information management, 34, 592–602. https://doi.org/0.1016/j. ijinfomgt.2014.04.007. microsoft word 06_junaidi_ok.doc financial and non financial … (junaidi; dkk) 135 financial and non financial factors on going-concern opinion junaidi1; cahyanti sih triyatmi2; nurdiono3 1, 2 program studi akuntansi, fakultas itb, universitas teknologi yogyakarta masjun.junaidi@gmail.com 3 program studi akuntansi, fakultas ekonomi, universitas lampung nurdiono_pb@yahoo.com abstract company's ability to survive is a fundamental uncertainty faced in the preparation and auditing financial statements. provision of going-concern opinion on these financial statements the company is still being debated. public accountant professional standards in section 341 states that the auditor is responsible for evaluating whether there is a major doubt on the ability of entities in the continued survival of the appropriate period of time, not more than one year from the date of the financial statements being audited. this research analyzed the financial and non financial factors that affected the provision of going-concern opinion. this research used samples of 63 companies with 315 observations, taken from years 2005-2009. the logistic regression analysis showed that the company's financial condition variables, mitigating evidence, and disclosure significantly influence the acceptance of going-concern opinion. enterprise risk was not significant at propensity of goingconcern opinion. keywords: financial, disclosure, mitigating evidence, risk abstrak kemampuan perusahaan untuk bertahan adalah ketidakpastian mendasar yang dihadapi dalam penyusunan laporan keuangan dan audit. pemberian opini going concern terhadap laporan keuangan perusahaan masih diperdebatkan. standar profesional akuntan publik bab 341 menyatakan bahwa auditor bertanggung jawab untuk mengevaluasi apakah ada keraguan besar terhadap kemampuan entitas dalam kelangsungannya dari jangka waktu yang tepat, yang tidak lebih dari satu tahun sejak tanggal laporan keuangan yang diaudit. penelitian ini menganalisis faktor keuangan dan non keuangan yang mempengaruhi pemberian opini going concern. penelitian ini menggunakan sampel dari 63 perusahaan dengan 315 observasi yang diambil dari tahun 2005-2009. hasil analisis regresi logistik menunjukkan bahwa variabel perusahaan kondisi keuangan, bukti yang meringankan, dan pengungkapan berpengaruh signifikan terhadap penerimaan opini going concern. risiko perusahaan dianggap tidak signifikan pada kecenderungan opini going concern. kata kunci: keuangan, pengungkapan, bukti mitigasi, risiko 136 journal the winners, vol. 13 no. 2, september 2012: 135-146 introduction provision of going-concern opinion on the company's financial statements is still being debated. going-concern opinion is an auditor's opinion relating to the ability of the entity to continue efforts in a reasonable period which does not exceed one year after the date the audited financial statements. issuance of going-concern audit opinion is very useful for users of financial statements to make the right decision in investing that will indirectly affect the audited company. many management companies worried that the inclusion of company condition either in the notes to the financial statements or in audit opinion would give a bad image for the company. this paper empirically examined the financial and non financial factors that affect the issuance of going-concern opinion. previous research have suggested that financial variables, non-financial, and market variables relate to the provision by the auditor's going-concern opinion. a number of researchers has revealed the factors associated with going-concern opinion, namely altman and mcgouch (1974), mutchler (1984, 1986), menon and schwartz (1987), dopuch et al. (1987), hian chye koh and sen suan tan (1999), geiger and raghunandan (2002), gosh and moon (2005), geiger and rama (2006), and haron et al. (2009). mutchler (1984) examined the perceptions of auditor's going-concern opinion decision. he conducted a survey to the auditor's going-concern about the criteria by using 10 financial ratios. two of the ten ratios that are considered most important on going-concern opinion decision are the ratio of cash flow to total debt and current ratio of debt. furthermore, mutchler (1986) examined the relationship going-concern opinion with financial statement information by using the six financial ratios. menon and schwartz (1987) examined whether financial variables can be used to predict, whether the company would receive a going-concern opinion. the results indicated that changes in liquidity and operating loss sustained influence decision-making on opinion qualified and nonqualified. dopuch, et al. (1987) examined the relationship of five variables and four financial market variables to the audit opinion. the results showed that the nine variables tested were significantly different between the companies that received going-concern opinion and the clean opinion. hian chye koh and sen suan tan (1999) tested the ability of neural network to predict the going-concern status by using the six ratios which were all significant to the going-concern opinion. haron et al. (2009) tested the effect of financial conditions, the type of evidence and disclosure of going-concern opinion. multivariate regression analysis showed that the financial indicators, the type of evidence and disclosure affected the goingconcern opinion. disclosure of financial statements is very important information for the auditor, for example, disclosure of financial information regarding the consistent use of accounting methods in the preparation of financial statements, corporate policies, cooperation with the companies that have a special relationship the company, as well as events after the balance sheet date in terms of opinion going-concern. adequate disclosure of financial information was a basic one auditor in giving his opinion on the fairness of financial statements (junaidi and hartono, 2010). another factor considered by the auditor is mitigating evidence. mitigating evidence is information that can reduce the auditor's doubts about the ability of firms going-concern, that such information about the company's plans or actions to overcome the uncertain economic conditions. mitigating evidence is necessary when identifying the auditors, the auditors found the going-concern doubts about the company. auditors need to know whether the risk of the company will create significant doubt or not the company's survival. significant doubts will affect the auditor in issuing its opinion. financial and non financial … (junaidi; dkk) 137 this study tested the effect of disclosure, corporate risk, mitigating evidence, size and financial variables on the issuance of going-concern opinion. santosa & wedari (2007), indicated that the goingconcern opinion can be influenced by financial conditions when analyzed using a proxy model altman and the springate model, the previous year's audit opinion. furthermore, the study tested the effect of disclosure of going-concern opinion, since only a few studies revealed the effects on going-concern opinion in indonesia. audit quality the quality audit-market valuation is the probability that financial statements contain material errors and the auditor will discover and report material errors (deangelo, 1981b). according to chiwen jevons lee et al. (1999) audit quality is the probability that the auditor will not report the report with an unqualified audit for the financial statements contain material misstatements. the quality of audit prescribed by auditing capabilities to reduce noise and bias and improve the purity of the accounting data (wallace, 1980 in watkins et al., 2004). given the actual audit quality is difficult to be observed outside the company, previous research using a variety of sizes that can be observed as a proxy for actual audit quality. proxies used include discretionary accruals, debt financing costs, restatement of financial statements, auditor litigation, the tendency of going-concern opinion, and fraud. kneckel and vanstraelen (2007) use a measure of the tendency issuance of going-concern opinion as a measure of audit quality. going-concern in accounting and auditing an underlying assumption is that the company's accounting process reporting will continue as a going-concern. auditor's report adds a qualitative dimension to the information. auditors are intermediaries between providers and users of financial statements report. within the limits of gaap, it is a burden the auditor to conclude the fairness of the financial statements. users entrust independent auditors to mention the situation they are concerned about the impact on the fairness of presentation of financial statements in conformity with gaap. in 1988 the auditing standards board (asb) issued statement on auditing standards (sas) no.59: the auditor's consideration of an entity's ability to continue as a going-concern, which require auditors to evaluate whether there is substantial doubt about the ability of the client company to continue as a going-concern. sas asks the auditor to accumulate and evaluate evidence to determine whether the going-concern status is questionable. consider issuing an auditor going-concern opinion if he finds a reason for doubt the sustainability of a company based on testing. going-concern audit opinion is an opinion issued by the auditor to ascertain whether the company can maintain its viability (iai, 2001). financial factors auditor's report adds a qualitative dimension to the information. auditors are intermediaries between providers and users of financial statements report. within the limits of gaap, it is a burden the auditor to conclude the fairness of the financial statements. users entrust independent auditors to declare the situation they are concerned about the impact on the fairness of presentation of financial statements in conformity with gaap. model of bankruptcy and auditors' report have different but similar functions. the model developed to predict. auditors did not try to make a prediction. an unqualified opinion does not guarantee that a company will continue as a going-concern, and an exception because the problem is not a going-concern prediction liquidation. an opinion expressing doubt a company's ability to continue business continuity based on the uncertainty over the fairness of presentation of financial statements. it 138 journal the winners, vol. 13 no. 2, september 2012: 135-146 is possible for the presentation of financial statements that are based on historical cost for fairly presented when the company faces bankruptcy if the residual value of assets of the company's present value of the realization of assets. altman and mcgouch (1974) found that the model predicts 82% of cases of bankruptcy bankruptcy on the last available financial statements prior to bankruptcy. opinion indicates the auditor going-concern problems in 44% of cases, based on the financial statements are available prior to bankruptcy. further studies that use financial indicators to measure the going-concern opinion issued by the auditor is mutchler (1984, 1986); menon and schwartz (1987), dopuch, et al. (1987), hian chye koh and sen suan tan (1999), santosa & wedari 2007), indicates that the goingconcern opinion can be influenced by financial conditions when analyzed using the altman model and the springate model, and the previous year's audit opinion. one of the importance of analyzing the financial statements of a company is its usefulness to predict continuity or bankruptcy of the company. previous studies have indicated that statistical models based on financial ratios have tronger explanatory power than the auditor's judgment (altman & mcgough, 1974; altman, 1968; hian chye koh & killough, 1990) on the issue of a going-concern opinion. however, another study found that a statistical model of financial ratios has the same predictive ability as the auditor's judgement (hopwood, mckeown & mutchler, 1994). financial indicators used in this study, using a model approach to altman (1968): z= 1.2z1 + 1.4z2 + 3.3z3 + 0.6z4 + 0.999z5 where: z1 = net working capital/total asset z2 = retained earning / total asset z3 = earnings before interest and taxes / total asset z4 = market value of equity / book value of debt z5 = sales / total asset company's financial performance based on the model of bankruptcy altman method: 1. if zscore value is smaller than 1.8, the company is predicted bankrupt (distress zone) 2. if zscore value is between 1.8 2.99 the company is predicted does not have healthy financial certainty (gray zone) 3. if zscore value is greater than 2.99, the company is predicted not bankrupt (safe zone) from these criteria, a company with a low zscore has great potential to receive the auditor's going-concern opinion, whereas companies with high zscore potentially should not receive goingconcern opinion from the auditors. therefore, the hypothesis is: h01: financial condition does not affect the issuance of going-concern audit opinion. mitigating evidence non-financial information is also necessary to consider the auditor in its audit opinion. when identifying the conditions and events, the auditor found the going-concern doubts about the ability of the company, the auditor then should identify and evaluate management plans to mitigate the effect of these events. it is also stated in spap (2001) that if, after considering the conditions or events that have been identified as a whole, the auditor believes that there is great skepticism about the ability of entities in the continued survival of the appropriate period, he must weigh the management plan in the face of adverse impacts of condition or event. considerations relating to the auditor-management plan may include: plans to sell assets, withdrawal plan debt or debt restructuring, plans to reduce or delay expenditures, and owner plans to raise capital. if the evidence that can convince the auditors that management plans can reduce the auditor's doubts, the going-concern opinion will be not required. however, if the evidence is not able to convince the auditors, the going-concern opinion will be required. research bruynseels & willekens (2006) found evidence that the actions to be performed by companies both short and long term, will reduce the financial and non financial … (junaidi; dkk) 139 possibility of the issuance of going-concern opinion. furthermore, the hypothesis is presented as follows: h02: mitigating evidence does not affect the issuance of going-concern audit opinion disclosure disclosure is conceptually an integral part of financial reporting. technically, disclosure is the final step in the accounting process is the presentation of information in the form of a full set of financial statements. disclosure purposes is to provide information to improve understanding of the significance of financial instruments on financial position, performance, and cash flow entities, as well as helpful in assessing the amount, timing, and certainty of future cash flows associated with such instruments (psak no. 50, 2009) . contractual terms and conditions of the financial instrument affect the amount, timing, and certainty of cash receipts and payments in the future by the parties relating to such instruments. if financial instruments are significant, either individually or in groups, against the entity's financial position or results of operations in the future, then all terms and conditions of the instrument disclosed. disclosure of financial statements is very important information for the auditor. adequate disclosure of financial information was a basis of auditor in giving opinion, the financial statements on the fairness of the company (junaidi and hartono, 2010). in conjunction with the going-concern opinion, the financial statements should disclose whether there are conditions or events that could cast doubt over the ability of the going-concern company. the existence of such disclosures to make the auditor believes that the company also has a belief that their financial condition will be affected by economic conditions, or in other words, the company also has doubts to continue the effort. companies that make disclosures in accordance with the standards of disclosureare likely to receive clean opinion. furthermore, the hypothesis is as follows: h03: disclosure does not affect the issuance of going-concern audit opinion risk enterprise risk is the risk inherent in the company as it moves in the industry with certain risks. company's risk can be measured by stock investment risk analysis. investment risks may include loss of stock and the decline in the exchange rate bonds, failed to receive cash dividends and bond coupons, failed to receive back the principal of bonds because the issuer declared bankruptcy, and failed to receive a return of capital for listed companies to go bankrupt or will not sell their shares because the issuer in question have been excluded from listing on the stock exchange. investment risks are grouped into two major groups namely systematic risk and specific risk. specific risks affecting only a particular stock or sector. company's risk can be determined from the value of beta. beta is a measure of return volatility of a security or portfolio return against the market return. beta measures the volatility of portfolio returns with market return portfolio. therefore, beta is a measure of systematic risk of a security or portfolio relative to market risk. volatility can be defined as the fluctuations of the return-return of a security or portfolio in a given period of time. beta of a security can be calculated with estimation techniques that use historical data. beta is calculated based on historical data can then be used to estimate the beta of the future. historical beta can be calculated using historical data of market data, and accounting data. beta is calculated by market data referred to by market beta. market beta can be calculated using regression techniques. regression techniques to estimate the beta of a security can be done by using the returnreturn securities as the dependent variable and return-market return as independent variables. regression equation used to estimate the beta can be based on a single-index model or models or market using the capm model. therefore, by knowing the risk of the company, the auditor can analyze whether the risk will cause a significant doubts or not the company's survival. significant doubt, will affect the auditor in issuing an opinion. furthermore, the hypothesis is presented that is: 140 journal the winners, vol. 13 no. 2, september 2012: 135-146 h04: company's risk does not affect the issuance of going-concern audit opinion method sample the samples are companies listing on indonesia stock exchange from 2005-2009 obtained by purposive sampling, with the following criteria: listed in the year 2005-2009, published financial statements in the year 2005-2009, actively traded stock company until 2009, and published complete data. data this study used secondary data obtained from audited financial statements of manufacturing companies listed on the stock exchange in the year 2005-2009 at the corner of the indonesia stock exchange, uty. the data required in this study were auditor's opinion, company's working capital, total assets, retained earnings, ebit, the book value of equity, total debt, sales, notes to the financial statements, daily stock price. model gc = α + β1 fin + β2 me + β3 d+ β4 r+β5 ta+ ε where: gc : going-concern opinion (1: going-concern opinion, and 0= clean opinion α : constanta β1β4 : regression coefficients fin : financial condition of company me : mitigating evidence d : disclosure r : risk ta : total assets ε : error operational definition dependent variable in this study is the going-concern opinion. this variable is a dummy variable, in this case a variable worth 1 if the company received a going-concern opinion and is 0 when receiving a nongoing concern opinion. independent variables in this study include the company's financial condition, mitigating evidence, disclosure, and corporate risk, as follows: financial condition financial condition as measured by altman's bankruptcy prediction model (1968) was z= 1.2z1 + 1.4z2 + 3.3z3 + 0.6z4 + 0.999z5 where: z1 = net working capital/total asset z2 = retained earning / total asset z3 = earnings before interest and taxes / total asset z4 = market value of equity / book value of debt z5 = sales / total asset financial and non financial … (junaidi; dkk) 141 company's financial performance criteria based on the altman bankruptcy model are: (1) if the value is smaller zscore from 1.8 to predict corporate bankruptcy (distress zone); (2) when zscore value between 1.8 2.99 predicted the company does not have to stay healthy financial certainty (gray zone); (3) when zscore value greater than 2.99 predicted the company is not bankrupt (safe zone). mitigating evidence evidence is mitigating a dummy variable. it will be worth 1 if the auditor find any plans that will be done by the company to face the economic conditions. it will be worth 0 when the auditors do not find any mitigating evidence. disclosure disclosure is a dummy variable. it is worth 1 if the company made the disclosure or to disclose the existence of doubts over the ability of corporate management company going-concern. it is worth 0 if the company does not disclose it. risk risk is measured by single index model, by the following equation: ri= α + βi rm + ei where: ri=the return on security i α = constanta rm = the return on market index βi = a constant measuring the expected change in the independent variable, ri, given a change in the independent variable, rm control variable variables are used to control the causal relationship in research in order to study the model becomes more complete and better, namely firm size. firm size is calculated using the natural log of total assets. hypothesis hypotheses were tested using logistic regression analysis. logistic regression was part of the regression analysis used when the dependent variable was a dichotomous variable. dichotomous variable usually consists only of two values that represent the appearance or absence of an event that is usually given a number 0 or 1. based on the statistical test, p-value of each independent variable will be obtained. if p-value < 5% (α), the null hypothesis is statistically rejected. results and discussion sample based on these criteria, we obtained samples from 63 companies as follows (table 1): 142 journal the winners, vol. 13 no. 2, september 2012: 135-146 table 1 sample description amount manufacturing companies that consistently publish financial statements from the year 2005-2009 163 incomplete data 100 number of samples 63 company classification this study analyzed 63 companies listing on the stock exchange in 2005 until 2009. classification results based on the company's audit opinion received from 2005 until 2009 are as follows (table 2): table 2 classification of samples based on the auditor's opinion audit opinion year amount 2005 2006 2007 2008 2009 non going concern opinion 34 37 42 48 53 214 going-concern 29 26 21 15 10 101 number of firms 63 63 63 63 63 315 regression model based on table 3, the value of cox & snell r square was 0.415, and the value of nagelkerke r square was 0.586. this means that the dependent variable can be explained by the independent variable of 58.6%. table 3 model summary -2 log likelihood cox & snell r square nagelkerke r square 224,189a ,419 ,586 a. estimation terminated at iteration number 6 because parameter estimates changed by less than ,001. based on table 4 below, it is noted that the classification accuracy of the logistic regression model has an estimated value of right and wrong. the accuracy of predictive logistic regression model to predict the factors affecting the going-concern opinion on companies that do not get going-concern opinion (coded 0) as much as 92.1% with a prediction error of 7.9%. while the prediction accuracy to predict the factors affecting the going-concern opinion on companies that have going-concern opinion (code 1) was 76.2% with a prediction error was 23.8%. overall, the prediction accuracy of logistic regression model to predict the factors affecting the going-concern opinion on companies that do not get going-concern opinion and the going-concern opinion was obtained 87%. table 4 classification tablea observed predicted gc percentage correct ,00 1,00 step 1 gc ,00 197 17 92,1 financial and non financial … (junaidi; dkk) 143 1,00 24 77 76,2 overall percentage 87,0 a. the cut value is ,500 this study used logistic regression model to test four hypothesis. the hypothesis test with logistic regression was on table 5. if the p value less than 5% (α), the null hypothesis is statistically rejected. based on analytical results obtained the following results were: table 5 variables in the equation b s.e. wald df sig. exp(b) step 1a fin -1,523 ,266 32,826 1 ,000 ,218 me 1,886 ,463 16,636 1 ,000 6,596 d 1,028 ,475 4,679 1 ,031 2,795 r -,452 ,352 1,646 1 ,199 ,637 ta ,127 ,086 2,202 1 ,138 1,136 constant -,250 1,119 ,050 1 ,823 ,779 a. variable(s) entered on step 1: fin, me, d, r, ta. testing hypothesis 1 table 5 showed that the p-value of the financial condition of 0.000 was smaller than 0.05. therefore statistically the null hypothesis which stated that financial conditions did not affect the goingconcern opinion was statistically rejected. company's financial condition variable coefficient was negative which showed that the better financial condition then it was likely the auditors to issue goingconcern opinion getting smaller. conversely, the poor financial condition likely made going-concern opinion issued by auditor increased. the survival of companies in the future is something which is uncertain. prediction of bankruptcy can be used as a reference for users of financial statements to assess the viability of the company in the future. the auditor's going-concern opinion can also be used as a reference for users of financial statements to assess the viability of the company in the future. the business community recognizes that there is no other independent professionals who can understand the client's business situation as well as auditors, because auditors are responsible for evaluating whether there is substantial doubt on the ability of the continued survival of the entity (going-concern) in sufficient time period, not exceeding one year after audited financial statement date. the results of this analysis support the research conducted by santosa & wedari (2007) and haron et al. (2009). they stated that the auditor would only give opinions going-concern if the company was considered bankrupt or difficult to continue their business. this means going-concern opinion and the bankruptcy prediction model has a similarity in predicting the survival of a firm and those two things coexist in providing information about business continuity. testing hypothesis 2 testing hypothesis 2 aimed to analyze the mitigating evidence at the going-concern opinion. table 5 showed that the p-value of the mitigating evidence was 0.000 which was smaller than 0.05. therefore statistically the null hypothesis which stated that the mitigating evidence did not affect the going-concern opinion was statistically rejected. the auditor would consider whether there was mitigating evidence made by a company. going-concern opinions tend to be given to companies that provide mitigating evidence. 144 journal the winners, vol. 13 no. 2, september 2012: 135-146 testing hypothesis 3 table 5 showed that the p-value was 0.031 for disclosure which was less than 0.05. therefore statistically the null hypothesis which stated that the disclosure did not affect the going-concern opinion was statistically rejected. the results of this analysis support the results of research conducted by junaidi & hartono (2010) and haron et al. (2009), which stated that disclosure significantly influence the issuance of going-concern opinion by the auditors. testing hypothesis 4 testing hypothesis 4 aimed to analyze the company's risk in going-concern opinion. table 5 showed that the p-value was 0.199 where the corporate risk variable was greater than 0.05. therefore, statistically the hypothesis stating that risk did not affect the company's going-concern opinion could not be rejected statistically. testing control variables table 5 showed that the p-value was 0.138 for firm size variable which was greater than 0.05. the company's asset growth was not followed by auditees ability to increase its profits so that balance could not reflect the actual state of the company, mainly to survive in their operations. the results of this analysis was different from the research (santosa & wedari, 2007; junaidi & hartono, 2010) which stated that the size affected the issuance of company going-concern audit opinion. conclusion going-concern opinion is an auditor's opinion about the ability of the entity to continue efforts in a reasonable period of not exceeding one year after the date of audited financial statements. issuance of going-concern audit opinion is very useful for users of financial statements to make the right decision in investing that will indirectly affect the company being audited. there are several factors that may affect the issuance of going-concern audit opinion, both financial and non financial factors. based on logistic regression analysis of test results obtained by empirical evidence, the company's financial condition variables as measured by altman's model, significantly influenced the acceptance of goingconcern opinion. furthermore, based on the empirical evidence obtained, the variables such as mitigating evidence and disclosure, affect the issuance of going-concern opinion. however, based on the results obtained by the analysis of empirical evidence, the company's risk as measured by beta has no significant effect in the publishing company's going-concern opinion. this research has limitations, both the samples and factors included in the research model. therefore, further research can expand the observations, and include other factors in the model study. references altman, edward i. 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(1986). empirical evidence regarding the auditor’s going-concern opinion decision. auditing: a journal of practice & theory, 6 (1), 148-163. 146 journal the winners, vol. 13 no. 2, september 2012: 135-146 mutchler, jane f., hopwood, william dan mckeown, james m. (1997). the influence of contrary information and mitigating factors on audit opinion decisions on bankrupt companies. journal of accounting research, 35 (2), 295-310. santosa, arga fajar, dan wedari, linda kusumaning. (2007). analisis faktor faktor yang mempengaruhi kecenderungan penerimaan opini audit going-concern. jaai, 11(2), 141-158. watkins, a.l. w. hillison, dan s.e. morecroft. (2004). audit quality: a synthesis of theory and empirical evidence. journal of accounting literature, 23, 153-193. p-issn: 1412-1212 e-issn: 2541-2388 75*corresponding author the winners, 21(2), september 2020, 75-83 doi: 10.21512/tw.v21i2.6505 performance measurement of academic information systems using performance prism and iso/iec 25010 liulliyah1*; apol pribadi subriadi2 1,2information system department, institut teknologi sepuluh nopember jl. teknik kimia, keputih, kec. sukolilo, surabaya 60111, indonesia 1ailyulil@gmail.com; 2apolpribadi@gmail.com received: 16th june 2020/ revised: 14th july 2020/ accepted: 27th july 2020 how to cite: liulliyah & subriadi, a. p. (2020). performance measurement of academic information systems using performance prism and iso/iec 25010. the winners, 21(2), 75-83. https://doi.org/10.21512/tw.v21i2.6505 abstract the aim of the research was to measure system performance information in terms of system quality using the iso/iec 25010 model and involve stakeholders using the performance prism (pp) model. the research applied an action research approach where researchers developed performance measurement models and solved existing problems. the research produced 41 performance indicators, which were used to measure academic information system. the results in general academic information systems have a performance value of 5,522. keywords: academic information systems, performance measurement, performance prism, iso/ iec 25010 i. introduction organizations currently regard information systems (is) as investment capital and not operating costs (farbey, land & targett, 1993). the high potential of the role of is in improving business performance, causes companies to increase the is budget significantly enough to develop and maintain is (seddon, graeser & willcocks, 2000). is is not only used to replace manual processing, but is used for more important things namely strategic objectives, such as decision making and gaining competitive advantage (laudon & laudon, 1996). on average 200 companies spend 20-40% of their operating budgets on it to stay competitive (may, 2001). organizations make large investments in is by expecting a positive impact on the organization (sedera & tan, 2005). however, in practice, is investments are rarely systematically evaluated post-implementation. when post-implementation evaluations occur, the processes and steps are often exceptional and lack credibility or comparability (thatcher & oliver, 2001). the success of an organization in obtaining benefits from is cannot be separated from the success of the is function in carrying out its duties. it is therefore necessary for organizations to regularly assess the performance of their is functions. this leads to the need for knowledge about how to evaluate the performance of is functions comprehensively (chang & king, 2005). in addition to ensuring that organizations get value from what they spend, is performance must be evaluated (sulaiman, 1996). performance evaluation is carried out to assess the extent to which information system performance increases effectiveness and efficiency in achieving institutional strategic objectives so that steps can be taken to improve or innovate the latest technology and help maximize investment in information technology (agani, munadi & subianto, 2018). moreover, is performance must be evaluated to control quality and for audit purposes (sulaiman, 1996). however, evaluating is is a complicated process, the main problem is how to identify performance measures that must be used to evaluate performance (symons, 1990). performance measurement itself can be interpreted as a set of matrices that are used to calculate efficiency and effectiveness in a series of actions (neely, gregory & platts, 1995). stakeholders’ views on the ability of information system functions can influence the willingness of these stakeholders to propose information technology innovation (ravichandran & lertwongsatien, 2005; zhu, 2004). although involving stakeholders is complex and time-consuming, the benefits are more significant because by involving stakeholders the risk of losing specific information is smaller (delnoij et al., 2010). stakeholder analysis must be used as one important 76 the winners, vol. 21 no. 2 september 2020, 75-83 evaluation (farbey, land & targett, 1999), and understand stakeholder strategies that are useful and can influence the success of information systems (vaidya, myers & gardner, 2011). one method for measuring performance involving stakeholders is the performance prism method (pp). what distinguishes pp from other frameworks is that pp has unique and important features (neely, adams & crowe, 2001a). pp has five aspects, namely for the top and bottom is the satisfaction of stakeholders and stakeholder contributions. whereas the next three sides are strategy, process, and capability (neely & adams, 2000). however, this pp is used by several studies to measure organizational performance (smulowitz, 2015; gardoni, 2017; yu & zhu, 2011), even though one way to measure the benefits of the system is to assess the quality of the system (alhudhaif & arabia, 2010). apart from the perspective of users/stakeholders, is also needs to be measured in terms of product quality and service quality, especially on the “capability” of the is function itself (chang & king, 2005). this is done to obtain the right size that can later influence the decision making process in terms of developing is services considering the is in each organization has different levels (davies et al., 1999). several models can be used to measure the quality of is including the mccall quality model, the boehm quality model, the dromey quality model, and iso/iec 9126 (sulistiani et al., 2018). whereas iso/ iec 25010 is an international standard in software testing. the iso/iec 25010 standard was developed to replace iso 9126 based on the development of ict (information and communication technology) (iso/ iec 25010, 2011). with iso/iec 25010 allows more intensive analysis and can obtain critical characteristics (darwish & shehab, 2017). pp is a theory developed by cranfield university, then adams and neely (2000) introduces it as a method of measuring company performance. the strength of the framework is that it involves all stakeholders from the organization. in principle, this method has two directions in the process which is the reciprocal relationship of each stakeholder, namely by considering the needs, interests and desires of all stakeholders, and identifying the contribution of stakeholders to the organization. pp has been implemented in several companies including dhl uk, the london youth and the house of fraser. the result is that some of these companies can have clear performance measurement parameters so that the company can have remarkable development. jun (2011) uses pp to measure erp software. jun (2011) states pp is a beneficial valuation model in providing financial management that is easy to understand. besides pp is not only oriented towards interests since it also measures the contribution made by stakeholders to the organization. yu and zhu (2011) use pp to evaluate informatization of chemical companies and using fuzzy mathematical assessment methods for quantity of qualitative indices and stating that the evaluation system using pp has good practical operability because it uses all stakeholders and their four facets namely stakeholder needs, organizational strategy, business processes, and stakeholder contributions as a consideration. laili (2012) uses pp to measure the performance of the e-ktp program, the results are that there are four key stakeholders who have 34 key performance indicators (kpi). 20 kpis fall into the green category, 12 kpis fall into the yellow category, and 2 kpis fall into the red category. while the total value of e-ktp performance is 6,441. using pp in tertiary institutions is very good, according to smulowitz (2015) because universities have different system characteristics. pp can evaluate all the ‘wants and needs’ of stakeholders who might be ignored. whereas the ‘wants and needs’ of stakeholders can be the key to success of higher education in planning for sustainability. the application of pp in small and medium companies shows significant results (severgnini, galdamez & camacho, 2019). small and medium companies have limitations and difficulties in observing the overall strategy besides the contribution of stakeholders to the existing business is also low. pp is practiced in the social service sector and (estrada, sousa & lopes, 2018) states that pp is a motivating tool for organizations to make internal reflections of their processes. through this process, organizations can identify the importance of achieving goals so they can determine indicators to better control their performance. youngbantao and rompho (2015) apply pp to several companies by involving corporate organizational culture, namely a culture of flexibility and stability. the result shows no significant difference in the application of pp in the two types of organizational culture, but in its application, the five perspectives that have the highest level of importance are stakeholder satisfaction. pp has also been developed by wasitarini and sembiring (2017) by modifying it using the objective matrix (omax) and 3600 feedback in the form of a quantitative models for performance measurement system (qmpms) to measure the performance of the electronic library (e-library), the design modification model successfully identified key performance indicators (kpi). iso/iec 25010 is an international standard in software measurement. iso/iec 25010 was created in order to revise the previous software quality model and to overcome weaknesses in the previous model, namely iso/iec 9126 (iso, 2011). iso/iec 9126 is based on the mccall and boehm quality models (iso/ iec is 9126-1, 2001). iso/iec 25010 enables more intensive analysis to obtain critical characteristics (darwish & shehab, 2017). kara, lamouchi and ramdane-cherif (2017) use iso 25010 and the concept of fuzzy logic to evaluate the ambient assisted living system. the evaluation results can show the necessary quality models and produce quality indicators that can help 77performance measurement of academic ..... (liulliyah; apol pribadi subriadi) users make the right decisions at the same time. huda (2012) integrates webqual 4.0 with iso/ iec 25010. measurement of academic and financial information systems produces more complete indicators so that the assessment of software quality is better. lesmideyarti, rochimah, and yuhana (2017) use iso/iec 25010 to measure the performance of academic information systems and compare them with academic information system measurements using iso/iec 9162. the results of measurements using iso/iec 25010 are more accurate because the characteristics of iso/iec 25010 are more complete. haslinda et al. (2015) assess the quality of e-book applications in facilitating learning in formal education based on iso 25010 standards. the survey was conducted in 37 elementary schools involving 200 teachers. the results show that e-book can be used, reliably, functionally, and efficiently. in addition, e-books occurs to fulfill the purposes and objectives of the e-book procurement itself. karnouskos et al. (2018) use the iso/iec 25010 software product quality model in industrial automation systems by conducting a brief survey of industry automation experts, because there is currently no set of general criteria for assessing and identifying practices that are most suitable for certain industrial uses. from this research, it can be seen what quality is very relevant. iso/iec 25010 is also used as a measurement of academic information systems by puspaningrum, rochimah and akbar (2017), but they add the goal question metrics (gqm) in applying the assessment questionnaire so that the quality value increased and according to the conditions and needs of higher education today. in some of the research mentioned earlier, many researchers have measured information system performance. however, measuring the performance of information systems requires a model that can measure the quality of the system and involve the views of stakeholders. the objective of the research is to create a model that can measure the quality of information systems and involve stakeholders. for this reason, researchers use the performance prism model to facilitate stakeholders, and iso/iec to measure the quality of the system. the model will be implemented in an academic information system (siakad) at the poltekkes kemenkes surabaya. the results of the research can be used by organizations to develop their siakad because the performance measurement model can show which parts of siakad are performing well or are problematic for finding solutions. ii. methods the research uses an action research approach with the aim of solving practical problems while developing knowledge (sarosa, 2017). coats (2005) mentions that action research is about ‘action’ and ‘research’ and the relationship between the two. it is possible to take action without research or to conduct research without taking action, but what is unique is to combine the two, which is to conduct research and test action. in the research, there are three stages in accordance with the statement (coghlan, 2005) in his book on action research. the stages of the research are planning, taking action and evaluation. planning, in the research, is done by creating a conceptual model of research that can produce performance measurement models. the next stage is taking action, where the performance measurement model that has been made is implemented on the selected object, namely the academic information system of the poltekkes kemenkes surabaya. in the final stage, which is evaluation, the results of the implementation of the performance measurement model are analyzed in such a way that recommendations can be given for the development of the academic information system and the emergence of new performance measurement models that have passed the stages of implementation and validation. iii. results and discussions based on literature studies and cases examined in the field, in general, the construct of the research model is shown in figure 1. figure 1 conceptual model figure 1 is a conceptual model in measuring the performance of siakad using pp and iso/iec 25010. the pp method here adjusts its basic form which consists of five sides, namely stakeholder satisfaction, stakeholder contribution, strategies, process, and capability. stakeholder satisfaction and satisfaction contribution have a reciprocal relationship by considering the needs and desires of all stakeholders, as well as identifying the contribution of stakeholders to the organization. the reciprocal process will be supported by strategies, processes, and capability so that the five sides will be able to interact with each other. pp will produce performance indicators by conducting interviews with stakeholders involved 78 the winners, vol. 21 no. 2 september 2020, 75-83 regarding satisfaction, contribution, strategies, process, and capability using the format of questions in table 1. the resulting performance indicators are compared with the performance indicators of iso/iec 25010. performance indicators of comparative results will be given weighting and performance measurement analysis. the analysis will produce recommendations for measured performance. table 2 is a performance indicator resulting from the comparative process of pp performance indicators and iso/iec 25010 performance indicators. to measure the performance of each indicator, a likert questionnaire survey of 48 respondents has been conducted using purposive sampling. the performance indicator of comparative results is weighed using ahp weighting carried out by 15 respondents with the result of weighting being the result of a combination of all respondents listed in table 3. table 1 format of pp interview questions (neely et al., 2000) facet question satisfaction what do you want and need from siakad? strategy according to you, what strategies can be done to fulfill those wants and needs? process what processes can be implemented to realize the strategy? capabilities what abilities must siakad have for this process to be carried out? contribution what kind of contributions can you make to siakad in supporting the process? table 2 performance indicators number performance indicator code 1 the ability of siakad to cover all tasks and objectives as specified ik-01 2 the ability of siakad to provide correct results with the required level of precision. ik-02 3 the ability of siakad in facilitating the completion of tasks and goals that have been determined ik-03 4 the ability of siakad to provide reaction and processing time when performing functions ik-04 5 the level of use of resources in siakad in carrying out its functions ik-05 6 the maximum limit or siakad parameter meets the requirements ik-06 7 siakad can perform the necessary functions efficiently while sharing the same environment and resources with other products, without harming other products. ik-07 8 the ability of siakad to exchange information and use information that has been exchanged ik-08 9 the ability of siakad is analyzed by the user whether the system can meet the needs ik-09 10 siakad is easy to understand and learn by users ik-10 11 siakad is easy to operate and access ik-11 12 siakad protects users from making mistakes. ik-12 13 siakad's appearance attracts the user's attention ik-13 14 the ability of siakad to meet the needs of users who have limitations ik-14 15 the ability of siakad to bear, handle or cover up failures and errors that occur ik-15 16 siakad operates and can be accessed when needed for use ik-16 17 siakad's ability to maintain performance against software errors or violations by users ik-17 18 the ability of siakad to restore data manually immediately if something goes wrong or fails ik-18 19 the ability of siakad to ensure that data can only be accessed by those authorized to have access. ik-19 20 siakad's ability to prevent unauthorized access to, or modification of, computer programs or data ik-20 21 the ability of siakad to prove the actions that have occurred ik-21 22 the ability of siakad to track actions that occur ik-22 23 the ability of siakad to demonstrate the subject's identity or resources as claimed ik-23 24 changes to one component of siakad have minimal impact on other components. ik-24 25 an asset can be used in more than one system, or in building other assets ik-25 26 the ability of siakad to diagnose the cause of failure and identify failure ik-26 79performance measurement of academic ..... (liulliyah; apol pribadi subriadi) the results of the questionnaire calculation and ahp weighting obtained are included in the scoring objective matrix (omax) table in appendix a, with the questionnaire calculation value as the performance value of each performance indicator while the ahp weighting as weight. the formula for calculating intervals on omax (riggs, 1987) is: ∆x l-h = yh-yl (1) xh-xl notes: δx l-h = number interval between high and low levels x h = high level x l = low level y h = number at the high level y l = number at the low level based on the likert scale questionnaire results, the performance indicator has an achievement target of 5. this value is used as the highest scale value of the objective matrix, which is 10. while the lowest possible value of this performance indicator is 1. therefore by using the omax formula, the interval calculation between scales becomes: interval scale = 5-1 10-0 = 0,4 from the omax scoring table using the traffic light system in appendix a, it can be analyzed that only one performance indicator reaches green, namely, the ik-41 performance indicator, while the performance indicators that are at a low level or red are two indicators namely ik-14 and ik-40 performance indicators, while most indicators are still yellow, i.e., number performance indicator code 27 the ability of siakad to be modified without reducing the quality of existing products ik-27 28 the siakad testing process ik-28 29 the ability of siakad to operate in diverse operating environments without applying other actions or rules ik-29 30 the ability of siakad to be installed/removed in certain environments ik-30 31 the ability of siakad to be transferred to other software that has been built or determined ik-31 32 ease of system maintenance ik-32 33 the ability of the system to adjust the existing budget ik-33 34 the ability of the system to adapt the existing architecture ik-34 35 hr ability to carry out academic activities on schedule ik-35 36 the ability of siakad to be transferred to other software that has been built or determined ik-36 37 ease of system maintenance ik-37 38 the ability of the system to adjust the existing budget ik-38 39 the ability of the system to adapt the existing architecture ik-39 40 the ability of human resources to carry out academic activities on schedule ik-40 41 the ability of siakad to be transferred to other software that has been built or determined ik-41 table 3 weight of performance indicators performance indicators ik-01 ik-02 ik-03 ik-04 ik-05 ik-06 ik-07 ik-08 ik-09 ik-10 ik-11 ik-12 weight 0,015 0,029 0,016 0,020 0,018 0,017 0,019 0,019 0,019 0,040 0,044 0,027 performance indicators ik-13 ik-14 ik-15 ik-16 ik-17 ik-18 ik-19 ik-20 ik-21 ik-22 ik-23 ik-24 weight 0,015 0,018 0,023 0,021 0,022 0,025 0,041 0,045 0,028 0,025 0,018 0,019 performance indicators ik-25 ik-26 ik-27 ik-28 ik-29 ik-30 ik-31 ik-32 ik-33 ik-34 ik-35 ik-36 weight 0,015 0,024 0,024 0,018 0,014 0,020 0,018 0,024 0,019 0,024 0,023 0,028 performance indicators ik-37 ik-38 ik-39 ik-40 ik-41 weight 0,031 0,033 0,025 0,034 0,044 table 2 performance indicators (continued) 80 the winners, vol. 21 no. 2 september 2020, 75-83 38 performance indicators (appendix a). for a performance indicator that gets a green traffic light indicator, it can be said that the performance indicator has reached the target or at least has been close to it, so it does not need much evaluation and improvement regarding the problem of the performance indicator while the yellow performance indicator is the middle value of the indicator. performance indicators that have yellow indicators need to be identified and further evaluated related to the performance issues of these performance indicators. stakeholders must analyze what makes the value of the indicator decrease and what can make the value of the indicator increase. lastly, red indicators shows the performance indicators that are at a low score level so that they need immediate improvement. the total performance index value of siakad based on appendix a table is 5,522. if implemented using a traffic light system, then the value is still included in the yellow value category, so it can be concluded that the overall performance of siakad needs evaluation and improvement in it. after implementing the initial model for measuring the performance of the siakad, the position of stakeholder contributions has changed to align with strategies, processes, and capabilities as shown in figure 2. figure 2 performance measurement model stakeholder satisfaction becomes important to identify system performance measurements as it will be supported by stakeholder contribution, strategies, process, and capability. this was also conveyed by neely and adams (2000) that the needs and desires of the stakeholders must be considered first, so new strategies can be formulated. for performance indicators with a low score in red, there are several recommendations for improvement where institutions must quickly take action to improve the performance of these indicators. for indicator ik-14 using guidelines on the web content accessibility guidelines (wcag) 2.0 published by the world wide web consortium (w3c) can be implemented at siakad. some of these guidelines include: a) providing alternative text for any non-text content so that it can be transformed into other forms that people need, such as large print, braille, speech, symbols, or simpler language; b) provides alternatives for time-based media; c) creating content that can be presented in different ways (for example a simpler layout) without losing information or structure; d) enabling users to easily see and hear content including separating the foreground from the background; e) making all functionality available from the keyboard; f) provide users enough time to read and use content; g) not designing content in a way that is known to cause seizures; h) providing ways to help users navigate, find content, and determine where they are; i) making text content easy to read and understand; j) enabling webpages to appear and operate in predictable ways; k) helping users avoid and correct errors; l) maximizing compatibility with current and future user agents, including assistive technology. for ik-40 indicators by providing training by the required fields of existing it human resources, if it is deemed lacking, recruitment of it human resources should be carried out by the requirements. iv. conclusions by using the pp and iso/iec 25010 methods, 41 performance indicators can be obtained which can be used to measure siakad performance. this performance indicator has been implemented in siakad poltekkes ministry of health surabaya. the result shows that one performance indicator with good or achieved performance, 38 performance indicators with moderate/unperformed performance and in the recommended warning conditions to improve performance, and two performance indicators with poor performance scores that require improvement as both indicators are at a low score. while the total value of the siakad performance index is 5,522. these results can be used by organizations as a description of the performance of higher education if the achievement targets have not been achieved to be used as evaluation material. moreover, it may show the organization the aspects of the information system that need improvement. hence the organization can make the results as a reference to develop its siakad performance. the measurement model produced in the research has only been implemented in academic information systems. further research can aim to implement it in other information systems and with different assessment methods. references adams, c., & neely, a. 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(2011). design of performance evaluation system for the informatization of chemical enterprise based on performance prism. 2011 ieee 3rd international conference on communication software and networks, xi’an, pp. 394-396. https:// doi.org/10.1109/iccsn.2011.6013857. zhu, k. (2004). the complimentary of information technology infrastructrure and e-commerce capability: a resource-based assessment of their business value. journal of management information systems, 21(4), 167-202. https://doi.org/10.1080/07 421222.2004.11045794. 83performance measurement of academic ..... (liulliyah; apol pribadi subriadi) appendix a performance indicator performance level score skor bobot value total 10 9 8 7 6 5 4 3 2 1 0 ik-01 3,44 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,015 0,090 5,552 ik-02 3,59 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,029 0,174 ik-03 3,5208 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,016 0,096 ik-04 3,5521 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,020 0,120 ik-05 3,5625 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,018 0,108 ik-06 3,5521 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,017 0,102 ik-07 3,7292 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,019 0,114 ik-08 3,5417 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,019 0,114 ik-09 3,4167 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,019 0,114 ik-10 3,3281 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,040 0,200 ik-11 3,4583 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,044 0,264 ik-12 3,1528 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,027 0,135 ik-13 3,2917 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,015 0,075 ik-14 2,5729 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 3 0,018 0,054 ik-15 2,9583 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 4 0,023 0,092 ik-16 3,3542 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,021 0,105 ik-17 3,3125 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,022 0,110 ik-18 3,2396 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,025 0,125 ik-19 3,7708 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 7 0,041 0,287 ik-20 3,5625 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,045 0,270 ik-21 2,875 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 4 0,028 0,112 ik-22 3,6042 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,025 0,150 ik-23 3,9792 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 7 0,018 0,126 ik-24 3,2083 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,019 0,095 ik-25 3,3229 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,015 0,075 ik-26 3,6146 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,024 0,144 ik-27 3,4583 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,024 0,144 ik-28 3,2396 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,018 0,090 ik-29 3,2847 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,014 0,070 ik-30 3,1771 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,020 0,100 ik-31 3,4583 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,018 0,108 ik-32 3,2292 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,024 0,120 ik-33 3,4375 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,019 0,114 ik-34 3,2917 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,024 0,120 ik-35 3,4792 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,023 0,138 ik-36 3,375 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,028 0,140 ik-37 2,9167 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 4 0,031 0,124 ik-38 3,3854 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 5 0,033 0,165 ik-39 3,4792 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 6 0,025 0,150 ik-40 2,4375 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 4 0,034 0,136 ik-41 4,4167 5 4,6 4,2 3,8 3,4 3 2,6 2,2 1,8 1,4 1 8 0,044 0,352 microsoft word 05_priska_paper jw review prof. faisal 2-edit 40 journal the winners, vol. 13 no. 1, maret 2012: 40-49 pecking order theory and trade-off theory of capital structure: evidence from indonesian stock exchange priska ralna eunike culata; tri gunarsih universitas teknologi yogyakarta jl. ringroad utara, jombor, sleman, yogyakarta priska_08013@yahoo.com absract numerous empirical studies in the finance field have tested many theories for firms’ capital structure. the pecking order theory and the trade-off theory of capital structure is among the most influential theories of firms’ capital structure. the trade-off theory predicts optimal capital structure, while the pecking order theory does not predict an optimal capital structure. according to pecking order theory, the order of financial sources used is the source of internal funds from profits, short-term securities, debt, preferred stock and common stock last. the main objective of this study is to econometrically test whether the listed companies in indonesian stock exchange follow the pecking order theory or the trade-off theory. samples in this study are public companies listed during 2009-2010. the research questions are tested by running regression models. the empirical result of this study shows that the pecking order theory is not supported, while the trade-off theory is supported. this suggests that the capital structure of listed companies in indonesian stock exchange is financed based on optimal capital structure, not by the order financial resources. keywords: capital structure, pecking order theory, trade-off theory abstrak sejumlah studi empiris di bidang keuangan telah menguji banyak teori untuk struktur modal perusahaan. teori pecking order dan teori trade-off dari struktur modal adalah salah satu teori yang paling berpengaruh dari struktur modal perusahaan. teori trade-off memprediksi struktur modal yang optimal, sedangkan teori pecking order tidak. menurut teori hierarki, urutan sumber keuangan yang digunakan adalah sumber dana internal dari keuntungan, sekuritas jangka pendek, utang, saham preferen dan sisa saham biasa. tujuan utama dari penelitian ini adalah untuk menguji secara ekonometris apakah perusahaan yang terdaftar di bursa efek indonesia mengikuti teori pecking order atau teori trade-off. sampel dalam penelitian ini adalah perusahaan publik yang terdaftar selama tahun 2009-2010. pertanyaan penelitian diuji dengan menjalankan model regresi. hasil empiris dari studi ini menunjukkan bahwa teori pecking order tidak didukung, sedangkan teori trade-off didukung. hal ini menunjukkan bahwa struktur modal perusahaan yang terdaftar di bursa efek indonesia dibiayai berdasarkan pada struktur modal yang optimal, bukan oleh sumber daya tatanan keuangan. kata kunci: struktur modal, teori pecking order, teori trade-off pecking order..... (priska ralna eunike culata; tri gunarsih) 41 introduction numerous empirical studies in finance have tested many theories for firms’ capital structure. the pecking order theory and the trade-off theory of capital structure is among the most influential theories of firms’ capital structure. according to myers (1984), firms finance their activities with retained earning when feasible. if the return earning are inadequate, then debt is used. only in extreme cases will firms use new equity finance. thus, the order of financial sources used was the source of internal funds from profits, short-term securities, debt, preferred stock and common stock last. pecking order theory predicts that the issuance of equity (common stock) is the last alternative sources of funding. the trade-off theory, based on research on taxes (modigliani and miller, 1963) and bankruptcy and financial distress costs (warner, 1977) and the insights from the agency literature (jensen and meckling, 1976), suggests that firms have a unique optimal capital structure that balances between the tax advantage of debt financing (i.e. debt tax shields), the costs of financial distress and the agency benefits and costs of debt (see bradley et al., 1984; leary and roberts, 2005; strebulaev, 2007). then the trade-off theory predicts optimal capital structure, while the pecking order theory developed by myers (1984) does not predict an optimal capital structure but the order of financial sources. most of the empirical studies of those theories had focused on u.s. firms and other developed country. while most existing studies focus on developed countries, it is interesting and important to assess the validity of the dominant theories of capital structure in indonesia. indonesian stock exchange is characterized, among other things, by the domination of large shareholders (gunarsih, 2003), unlike another country that the main agency problems that occurred is between managers and company owners (shareholders). thus the structure of corporate governance in indonesia is different from other countries, such as the united states. ownership structure of listed companies in indonesia is concentrated on a few owners while the ownership structure in the united states is spreading to many owners with a relatively small proportion of ownership. in the concentrated ownership structure, the main agency problem is the majority holder with minority, while in the spread ownership, the main agency problem is between managers with the owner. in this paper, we study the pecking order theory and trade-off theory of capital structure of publicly traded indonesian companies with two reasons. first, the structure of corporate governance in indonesia is different from other countries. second, there are mixed results of empirical study in both theories. some of them are supported but some others are not supported. pecking order theory a large body of recent empirical research on capital structure focuses on testing the validity of the trade-off and pecking order theories, but the empirical results are not consistent yet. some of empirical research are supported but some are not. syam-sunder and myers (1999) find strong support for pecking order theory, while frank and goyal (2003) document weak evidence for the pecking order theory. pecking order theory (myers and majluf (1984) and myers (1984)) and the extension of this theory (lucas and mcdonald, 1990) studied based on the asymmetric information between managers and investors. managers have more information about the true value of the enterprise and enterprise risk compared to outside investors. according to myers (1984), firms finance their activities with retained earning when feasible. if the return earning are inadequate, then debt is used. only in extreme cases will firms use new equity finance. thus, the order of financial sources used was the source of internal funds from profits, short-term securities, debt, preferred stock and common stock last. pecking order theory predicts that the issuance of equity (common stock) is the last alternative sources of funding. 42 journal the winners, vol. 13 no. 1, maret 2012: 40-49 as described by myers (1984), the pecking order theory suggests that firms first prefer internal sources of finance, and they adjust their target dividend payout ratio to their investment opportunities. if the firms seek external finance, due to generous dividend policies, unpredictable fluctuations in profitability or investment opportunities, firms will choose debt (as the safest instrument), and then hybrid securities such as convertible bonds, and then equity as a last resort. the pecking order theory generally explains why firms might rationally let cash flows determine leverage. this suggests that firms turn to debt funds under pressure of an internal funds shortage. tsuji (2011) has surveyed the international evidence of the capital structure issues, particularly focusing on the pecking order theory of corporate financing. the result of the survey, both empirical and survey evidence are often different and contradictory. the mixed results of the survey are as in table 1. table 1survey results of pecking order theory u.s. lee and gentry (1995) supported shenoy and koch (1996) supported helwege and liang (1996) did not follow graham and harvey (2001) supported fama and french (2002) unclear frank and goyal (2003) in contrast large corporation showed some aspects fama and french (2005) more than half samples violated kisgen (2006) credit rating statistically significant bharath et al. (2009) partially explained leary and roberts (2010) never able classify more than half us corporation manso et al. (2010) performance-sensitive debt (psd) consistent de jong et al. (2011) generally better descriptin european country gaud et al. (2007) capital structure policies in european corporations could not be explained by this theory watson and wilson (2002) consistent for small and medium size corporation tucker and stoja (2011) old economy corporation followed. new economy corporation preferred equity to debt when external financing was required. de haan and hinloopen (2003) partly supported gaud et al. (2007) could not explained capital strucure delcoure (2007) could not explained capital strucure hogan and hutson (2005) contradiction asia-pacific suchard and singh (2006) supported chakraborty(2010) explained indian companies’ financial decisions lin et al. (2008) optimistic chief executive officers (ceos) exhibited a stronger relation across countries brounen et al. (2006) uk, the netherlands, germany, and france presence beck et al. (2008) 48 countries held across countires an important survey of myers (2003, pp.235 in tusji, 2011) documented the pecking order theory of corporate financing as following citations ((1) − (4)): (1) firms prefer internal to external finance. (information asymmetries are assumed relevant only for external financing); (2) dividends are “sticky”, so that dividend cuts are not used to finance capital expenditure, and changes in cash requirements are not soaked up in short-run dividend changes. changes in free cash flow (operating cash flow less investment) show up as changes in external financing; (3) if external funds are required for capital investment, firms will issue the safest security first, that is, debt before equity. as the requirement for external financing increase, the firm will work down the pecking order, from safe to pecking order..... (priska ralna eunike culata; tri gunarsih) 43 riskier debt and finally to equity as a last resort, when the firm is sufficiently threatened by financial distress. if internally, generated cash flow exceeds capital investment, the firm works up the pecking order. excess cash is used to pay down debt rather than repurchasing and retiring equity; and (4) the firm’s debt ratio therefore reflects its cumulative requirement for external financing. trade-off theory the trade-off theory, based on research on taxes (modigliani and miller, 1963) and bankruptcy and financial distress costs (warner, 1977) and the insights from the agency literature (jensen and meckling, 1976), suggests that firms have a unique optimal capital structure that balances between the tax advantage of debt financing (i.e. debt tax shields), the costs of financial distress and the agency benefits and costs of debt. then the trade-off theory predicts optimal capital structure. optimal capital structure is a combination of funding sources which consist of debt and stock that will yield the highest value of the firm. one indication of the high value of the company is the high stock prices. thus, the optimal capital structure is a capital structure that generates the highest stock price. another indication of an optimal capital structure is lowest cost of capital weighted (weighted average cost of capital wacc). wacc is the combination cost of debt and capital stock that calculated by weighted average. according to myers (1984), a firm that follows the tradeoff theory sets a target debt-to-value ratio and then gradually moves towards the target. the target is determined by balancing debt tax shields against costs of bankruptcy. one of the capital structure theories is modigliani and miller (mm). mm explained that the companies that use debt will have higher firm value than firms that do not use debt. the higher the debt of the company (higher the ratio of debt to assets), the higher the value indicated by the value of company stock (figure 1 on the line mm result). but in reality, the continuous increase in debt will not increase firm value because it increases the risk of the company. the high debt will allow the risk of default (the default). if this happens then it will lower the value of the company. actual conditions (figure 1 actual line) are the firm value will increase with the increase in debt (leverage) companies. increased leverage will increase the value companies until a certain level (figure 1 second dotted line). increased levels of leverage after the rule will reduce the value of the company as a result of the increased risk of corporate debt. figure 1. the value of shares and leverage 44 journal the winners, vol. 13 no. 1, maret 2012: 40-49 as in pecking order theories empirical research, the results of empirical research in trade-off theory are mixed. fama and french (2002) concluded that the many shared predictions of the trade-off theory tended to do well in their tests, however, when shared predictions were confirmed, attributing theory was unclear. frank and goyal (2003) identified one inconsistency regarding the trade-off theory (i.e., the negative linkage between leverage and profitability). tucker and stoja (2011) suggested that the trade-off theory could explain certain aspects of uk companies’ capital structure policies, neither supplied a satisfactory general explanation of their real-world behaviors. method sample selection samples in this study are public companies, listed in the indonesian stock exchange years 2009-2010. the samples are selected using purposive sampling, base on the following criteria: (1) listed in the indonesian stock exchange between 2009 – 2010; (2) the financial statement data are available for the reporting year 2009 – 2010; (3) the sample firms publish audited financial statements using reporting period ended on december 31. model the pecking order theory tested using model as shyam-sunder and myers (1999) and cotei and farhat (2008). shyam-sunder and myers (1999) developed a model of the pecking order theory, where if the company needs funds from external parties, it will use debt rather than equity. equity will only be used in very urgent, that is if the costs of financial distress due to be so high and the company's debt capacity has been exceeded. the first step is to solve equation (1). equation (1) is used to test equation (2), (3), and (3). each model with an explanation of the variables is described as follows. δltdt + δstdt + δeqt = divt + it + δwct – ct = fint (1) where: δ : change of variables from time t-1 to t ltdt : long-term debt time t stdt : short-term debt time t eqt : equities time t divt : cash dividend time t it : investment time t wct : working capital time t ct : cash time t fint : deficit / surplus of finance time t δtdt = α 0 + α1fint + φt (2) according to the shyam-sunder and myers (1999) and cotei and farhat (2008) total financing debt is separated into long-term debt and short-term debt as follows. tdt = ltd t+ stdt δltdt = δ 0 + δ1fint + v t (3) δstdt = γ 0 + γ1fint + ξ t (4) pecking order..... (priska ralna eunike culata; tri gunarsih) 45 the simplest form of the pecking order model is the prediction that α 0 is zero and α1 close to 1. δ 0 +γ 0 = α 0 ; δ1+ γ1 = α1 (constant) φt ; v t ; ξt error terms the test of trade-off theory in this study conducted by the method of partial adjustment process (used also by fama and french, 2002; flannery and rangan, 2006) as follows: where: = actual debt ratio = target debt ratio = error term which ~ idd (0, σe ^ 2) δ = the speed of adjustment econometric specification of the target debt ratio is: where : = coefficient = k-th factor for the company i know t = the specific influence of the companies that do not depend on time λ_t = the specific influence of the time that is independent of the company if equation (5) is substituted into equation (4), it will obtain: where: = constant equation of time series = constant cross section equation furthermore, to simplify the above equation, then we let = (1 δ ); = δ ; = δ ; = δ ; and = , the equation becomes: according to dang (2006), the determinant factor of the target debt ratio, are as follows: (1) collateral value of assets (cvas), ratio between tangible fixed assets ratio and the total assets, both are the book values; (2) non-debt tax shield (ndts), measured by the depreciation divided by total assets; (3) profitability (prft), measured bu profit to total assets ratio or total equity. this study used return on assets; (4) growth (grth), measured by the change of total assets or total sales. this study 46 journal the winners, vol. 13 no. 1, maret 2012: 40-49 used the change in total assets is to calculate the average growth rate of assets; (5) size (size), measured by ln of total assets or ln of total sales. this study used the ln of total assets. results and discussion this section describes the research finding, consists of descriptive, pecking order theory testing and trade-off theory testing. descriptive statistics descriptive statistics of variables are as in table 2 and table 3 with minimun and maximum value, mean and standard deviation. table 2 descriptive statistics of pecking order theory testing variable minimal maximal mean std.deviation cf (cash flow) -7,155,464 4,367,252 -41089.533981 1558730.3515502 div (dividend) 0.0000 11.381 2296.155340 1949.4504543 c (net cash flow) -1.3044e11 4.4724e12 7.165906e10 4.7581338e11 e (equity) -5.7583e10 3.3792e12 1.120433e11 4.3085753e11 d (debt) -8.l2864e11 1.0939e12 5.968288e10 2.2235432e11 dl (long term debt) 1,848 9.6014e11 3.602083e10 1.3464464e11 ds (short term debt) 8,740 9.7890e11 9.196623e10 2.1238639e11 def (deficit cash flow) -6.9873e11 4.1678e12 1.717262e11 5.8200594e11 table 3 descriptive statistics of trade-off theory testing variable minimal maximal mean std.deviation debt (debt) 34,612 1.2557e13 3.250385e11 1.4180761e12 equity (equity) 31,965 1.2800e13 5.479079e11 1.6037184e12 fa (fixed assets) 81,634 1.7056e13 4.255828e11 1.9168259e12 ta (total asset) 791,575 3.0379e13 1.283002e12 3.7942159e12 dep (depresiation) 6,756 7.1077e12 2.172806e11 9.4982971e11 lb (earning afrer tax) 11,009 6.2342e12 1.379530e11 6.8487728e11 d_dr (debt ratio) -0.1306 0.0610 -0.009198 0.0214504 cvas (collateral value of assets) 0.0078 3.6151 0.304370 0.4137063 ndts (non-debt tax shield) 0.0001 0.8964 0.175719 0.1859034 prft (profitability -0.1003 0.3677 0.078164 0.0728428 grth growth) -60.8576 0.9610 0.082448 0.6733810 size (size) 5.8985 13.4826 10.061658 2.0743027 dd_dr (debt ratio(t-2)) 0.0000 0.1306 0.017116 0.0215290 pecking order theory testing table 4 presents the results of pecking order testing as in model (2), (3) and (4). the regression results show that all of the three models are statistically significant at the 1% level with f value of 159.536; 17.119; and 32.539 respectively for model (2), (3) and (4). r square and adjusted r square are high only in model (2). pecking order..... (priska ralna eunike culata; tri gunarsih) 47 as described in model testing, the simplest form of the pecking order model is the prediction that α 0 is zero and α1 close to 1. the constant values of model (2), (3) and (4) are 8.344e9, 2.090e10 and 6.103e10 repectively but the t values statistically significant at the 1% level only in model (4). these suggest that α0 for model (2) and (3) are zero, while model (4) is not zero. the t values of coefficient fin (α1) of model (2), (3) and (4) are all statistically significant at the 1% level and the coefficients are 0.299, 0.088 and 0.180 respectively. those coefficients do not close to 1. because of all models haven’t α0 zero and α1 doesn’t close to 1 then the pecking order is not supported. the results are consistent for model (2), (3) and (4). the result of this study is supported fama and french (2002), frank and goyal (2003) and flannery and rangan (2006) that are not supported the pecking order model. table 4 pecking order theory testing model (2) d (delta total debt) model (3) dl (delta long term debt) model (4) ds (delta short term debt) constant 8.344e9 2.090e10 6.103e10 t value ( ) 0.584 1.625 3.199*** fin ( )def 0.299 0.088 0.180 t value 12.631*** 4.137*** 5.704*** f value 159.536*** 17.119*** 32.539*** sig. 0.000 0.000 0.000 0.612 0.145 0.244 0.608 0.136 0.236 n 103 103 103 the second, third and forth colomns are regression results of model (2), (3) and (4) respectively. *** significant at α1% trade-off theory testing table 5 presents the results of trade-off theory testing. the regression results show the model is statistically significant at the 1% level with f value of 247.133 and r square 0.755. table 5 pecking order theory testing coefficients t value sig. constant 0.001 0.215 0.830 dd_dr 0.015 0.567 0.572 cvas 1.586 25.970*** 0.000 ndts 0.024 0.894 0.373 prft 0.064 2.436** 0.017 grth 0.753 1.383*** 0.000 size 0.014 -0.514 0.608 f value 247.133*** r square 0.755 adjusted r square 0.753 *** significant at α1%; ** significant at α5% unfortunately, independent variables are not all statistically significant, described as follows. the coefficient of speed adjustment is +0.015 but not statistically significant. this suggests that the speed adjustment doesn’t influence debt ratio. coefficinet of collateral value of assets +1.586 and statistically significant at α1%. this suggets that the higher the collateral value of assets, the higher 48 journal the winners, vol. 13 no. 1, maret 2012: 40-49 the debt ratio. the coefficient of non-debt tax shield is + 0.024 but not statistically significant. the coefficient of profitability is +0.064 and statistically significant at α5%. this suggests that the higher the profitability the higher the debt ratio. the coefficient of growth +0.753 and statistically significant at α1%. this suggets that the higher the growth the higher the debt ratio. the coefficient of size is +0.014 but not statistically significant. trade-off theory in this study as in fama and french (2002) is suported if α = 0 and coefficient δ ≥ 1. the regression result show that is 0.015. from the equation in research method, = (1 δ), where δ shows the speed adjustment of debt ratio target debt ratio. since δ = 100% 1,5% or the speed adjustment is 98.5% within 2 years, then trade-off theory as in fama and french (2002) is supported. this result also consistent with dang (2006) in english and darminto (2011) in indonesia. conclusion this study presents an analysis of the pecking order theory (pot) and trade-off theory (tot) of capital structure. pot explains that the order of financial sources used by the company was the source of internal funds from profits, short-term securities, debt, preferred stock and common stock last. pot predicts that the issuance of equity (common stock) is the last alternative sources of funding, while tot predicts optimal capital structure. samples in this study are companies listed in the idx during 20092010. the research questions are tested by running regression models as in shyam-sunder and myers (1999) and cotei and farhat (2008) and fama and french (2002). the result of the first test (pot) shows that α 0 is not zero and α1 doesn’t close to 1. this suggests that pot is not supported. the results are consistent for model (2), (3) and (4). the result of the second test shows that even α0 is zero but α1 doesn’t close to 1. this suggests that the pot is not supported. the result of this study is supported by fama and french (2002), frank and goyal (2003) and flannery and rangan (2006) that do not support the pecking order model. the result of the second test (tot) shows that δ as the speed adjustment of debt ratio target debt ratio is 98.5% within two years, then trade-off theory as in fama and french (2002) is supported. this result is also consistent with dang (2006) in english and darminto (2011) in indonesia. this suggests that the capital strucure of listed companies in indonesian stock exchange is financed based on optimal capital structure, not by the order financial resources. references cotei, carmen & farhat joseph. (2008). testing capital structure theories: are the models’s assumptions correctly specified? european journal of economics, finance and administrative sciences, 11. dang, v. a. (2006). testing the trade-off and pecking order theories: a dynamic panel framework, unpublised paper. university of leeds, u.k. darminto. (2010). pengujian teori trade-off dan teori pecking order dengan satu model dinamis pada perusahaan publik di indonesia. seminar on corporate finance, 1-11. fama, e. f. & french, k. r. (2002). testing tradeoff and pecking order predictions about dividends and debt. review of financial studies, 15, 1-33. pecking order..... (priska ralna eunike culata; tri gunarsih) 49 flannery, m. j. & rangan, k. p. (2006). partial adjustment toward target capital structures. journal of financial economics, 79, 469–506. frank, m. z. & goyal, v. k. (2003). testing the pecking order theory of capital structure. journal of financial economics, 67, 217-248. gunarsih, tri. (2003). the impact of governing mechanism (ownership structure) and diversification on the performance of the firms in jakarta stock exchange. unpublished dissertation. gadjah mada university, yogyakarta. jensen, michael c. & meckling, william h. (1976). theory of the firm: managerial behavior, agency cost and ownership structure. journal of financial economics, 3, 305-360. lucas, d. & mcdonald, r.l. (1990). equity issues and stock price dynamics. journal of finance, 45, 1019-1043. myers, stewart c. & majluf, nicholas s. (1984). corporate financing and investment decisions when firms have information that investors do not have. journal of financial economics, 13, 187221. myers, stewart c. (1984). the capital structure puzzle. journal of finance, 39, 575-592. shyam-sunder, l. & myers, s. (1999). testing static tradeoff against pecking order models of capital structure. journal of financial economics, 51, 219-244. tsuji, chikashi. (2011). an international survey of the evidence on the pecking order theory of corporate financing. business and economics research, 1(1). microsoft word 02_haryadi s._agrobisnis.doc journal the winners, vol. 7 no. 2, september 2006: 104-113 104 analisis program pengembangan agrobisnis holtikultura dengan metode policy analysis matrix budiman notoatmojo1; haryadi sarjono2 abstract in general, article present an evaluation to find out how far does the development program of agribusiness based on horticultural plant production succeed. this evaluation program uses macro indicator including production development and the productivity of horticultural commodity, the development of national add value, and the contribution to the independency of the national logistic. while the micro indicator includes the profitability level of the horticultural agribusiness, competitive level, and the issues and problems that must be faced while the ppah program is in progress. keywords: agribusiness development, horticultural agribusiness. abstrak secara umum, artikel bertujuan mengevaluasi keberhasilan program pengembangan agrobisnis berbasis hortikultura yang telah di jalankan oleh direktorat jendral bina produksi tanaman hortikultura. evaluasi keberhasilan program menggunakan indikator makro yang meliputi perkembangan produksi dan produktivitas komoditas hortikultura, perkembangan pembentukan nilai tambah nasional, dan kontribusi terhadap kemandirian pangan nasional. indikator mikro meliputi tingkat profitibilitas usaha tani hortikultura, tingkat daya saing, serta kendala dan masalah yang di hadapi dalam pelaksanaan program ppah. kata kunci: pengembangan agrobisnis, agrobisnis hortikultura 1, 2 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta analisis program pengembangan... (budiman notoatmojo; haryadi sarjono) 105 pendahuluan setiap akhir tahun, diperlukan evaluasi terhadap kinerja program pengembangan sistem dan usaha agrobisnis berbasis hortikultura (ppah) dalam rangka mengidentifikasi isu utama yang perlu ditangani segera dalam tahun berikutnya. kinerja ppah merupakan hasil perpaduan antara kebijakan mikro sektoral departemen pertanian dan kebijaksanaan mikro sektoral departemen pertanian dan kebijaksanaan makro serta tatanan lingkungan strategis yang mempengaruhi sektor pertanian dan ppah. laporan kinerja pembangunan ppah ini merupakan kinerja pembangunan ppah selama periode 2000-2003 sejak dibentuknya direktorat jenderal hortikultura. oleh karena data dan informasi makro yang berkaitan dengan sub sektor hortikultura belum tersedia secara lengkap, maka data yang digunakan dalam analisis kinerja sesuai dengan yang tersedia dan pada beberapa hal dilakukan proyeksi. pembahasan metodologi evaluasi pendekatan analisis dalam konteks program pengembangan sistem usaha agrobisnis berbasis hortikultura (ppah) di indonesia, departemen pertanian, dalam hal ini direktorat jenderal bina produksi hortikultura bertindak sebagai fasilitator untuk menciptakan iklim investasi yang kondusif bagi terlaksananya partisipasi pelaku agrobisnis hortikultura. fungsi fasilitator berupa desain program pengembangan yang diimplementasikan dalam bentuk model mikro ppah dalam skala yang amat terbatas. namun demikian, model tersebut diharapkan diadopsi oleh petani secara berkelanjutan sehingga dalam jangka waktu tertentu design ppah dapat diwujudkan. indikator keberhasilan indikator yang digunakan meliputi makro dan mikro. indikator makro untuk menilai keberhasilan ppah difokuskan pada dampak ppah terhadap perekonomian nasional, pemantapan ketahanan pangan, dan kesejahteraan petani. dampak ppah terhadap perekonomian nasional meliputi kinerja pdb dan kesempatan kerja sektor hortikultural, serta pemasukan devisa; dampak terhadap ketahanan pangan nasional, kemandirian pangan, dan tingkat inflasi; dampak terhadap kesejahteraan petani, meliputi nilai tukar dan profitabilitas usaha tani beberapa komoditas hortikultura, pendapatan rumah tangga tani, dan kontribusi terhadap penurunan kemiskinan pedesaan. journal the winners, vol. 7 no. 2, september 2006: 104-113 106 indikator mikro untuk menilai keberhasilan ppah difokuskan pada keberhasilan model mikro ppah yang dilaksanakan oleh direktorat jenderal bina produksi hortikultura. indikator keberhasilan model tersebut meliputi peningkatan produktivitas, profitabilitas usaha tani, tingkat skala usaha, dan keterpaduan sistem dan usaha agrobisnis hortikultura. cakupan evaluasi, penentuan lokasi, dan responden evaluasi terhadap ppah mencakup evaluasi makro dan mikro. evaluasi makro difokuskan pada dampak ppah terhadap kinerja perekonomian nasional sedangkan evaluasi mikro difokuskan pada dampak design ppah terhadap peningkatan produktivitas dan pendapatan petani. data untuk menilai keberhasilan ppah ditingkat makro dengan indikator makro, digunakan data sekunder yang bersumber dari instansi pemerintah sedangkan untuk menilai keberhasilan ppah di tingkat mikro, digunakan data primer yang bersumber dari petani, pedagang, dan aparat pemerintah daerah yang manjadi fasilisator ppah. metode analisis kegiatan evaluasi ini menggunakan pendekatan statistik deskriptif (rata-rata, pertumbuhan, dan lainnya) dalam bentuk tabulasi silang mengkaitkan antarpeubah yang relevan untuk menjelaskan permasalahan yang dianalisis. kegiatan ini menggunakan statistik komparatif untuk membandingkan kinerja design ppah dan non-ppah berupa uji beda rata-rata dan koefisien variasi dari peubah yang diperbandingkan. statistik deskriptif: (1) rata-rata = (xi) / n xi = peubah ke-i n = jumlah contoh statistik komparatif: (1) uji rata-rata dua peubah = t-statistik (2) cv = sd / x sd = standar deviasi x = rata-rata peubah policy analysis matrix: prinsip dasar policy analysis matrix (pam) adalah melakukan analisis divergensi pasar melalui perbedaan antara harga privat dan harga bayangannya atau harga sosialnya. analisis program pengembangan... (budiman notoatmojo; haryadi sarjono) 107 tabel 1 policy analysis matrix (pam) penerimaan biaya input keuntungan tradable non tradable harga privat a b c d = a – b – c harga sosial e f g h = e – f – g divergensi i = a – e j = b – f k = c – g l = i j – k = d h baris pertama dari matriks pam adalah perhitungan dengan harga privat atau harga pasar, yaitu harga yang betul-betul diterima atau dibayarkan oleh pelaku ekonomi. baris kedua merupakan perhitungan yang didasarkan pada harga sosial (shadow price), yaitu harga yang menggambarkan nilai sosial atau nilai ekonomi yang sesungguhnya bagi unsur biaya maupun hasil. baris ketiga merupakan perbedaan perhitungan dari harga privat dengan harga sosial sebagai akibat dampak kebijaksanaan pemerintah atau distori pasar yang ada. dukungan kebijakan kebijakan/dasar hukum pembangunan sistem dan usaha agrobisnis merupakan tugas benar dan kompleks yang melibatkan berbagai instansi terkait serta tidak mengenai batas administrasi pemerintah dan bersifat lintas sektoral. seperti yang tertuang di dalam renstra pembangunan pertanian tahun 2002, kebijakan pembangunan sistem dan usaha agrobisnis melibatkan 22 instansi terkait dengan tugas dan kewenangan yang telah ditetapkan. untuk mensukseskan program pengembangan sistem dan usaha agrobisnis, perlu disarankan beberapa hal sebagai berikut. pertama, perlu advokasi secara intensif mengenai strategi, kebijakan, dan program pengembangan sistem dan usaha agrobisnis kepada departemen lain dan pemerintah daerah untuk mendapatkan dukungan kebijakan dan program riil mereka untuk sinkronasi pelaksanaan program sistem dan usaha agrobisnis. kedua, perlu ditingkatkan kuantitas dan mutu infrastruktur pertanian. kebijakan ekonomi dan industri pertama, kebijakan fiskal dan moneter. keberhasilan implementasi program dan usaha agrobisnis sangat dipengaruhi oleh kebijakan makro pemerintah dibidang fiskal dan moneter. kebijakan fiskal yang sangat berpengaruh, yaitu alokasi pemerintah untuk sektor riil (investasi) dan perlakuan pajak. kebijakan fiskal tersebut harus memperhatikan tahapan pembangunan agrobisnis, seperti untuk daerah yang baru berkembang (natural resources and unskilled labor based) difokuskan pada investasi infrastruktur sedangkan daerah yang masuk pada tahap capital and skill labor based investasi diarahkan pada pengembangan teknologi. journal the winners, vol. 7 no. 2, september 2006: 104-113 108 kebijakan moneter meliputi pengembangan sistem perkreditan dengan bunga murah di bawah bunga pasar, fleksibel, dan prosedur yang sederhana. jika dilihat dari alokasi dana apbn/apbd, penyaluran kredit perbankan, dan jumlah proyek investasi yang disetujui pemerintah, terlihat bahwa sesungguhnya alokasi dan untuk sektor pertanian, terutama dalam penyediaan kesempatan kerja, pemenuhan kecukupan pangan bagi sekitar 200 juta penduduk, dan pengentasan kemiskinan. belum adanya keberpihakan penyandang dana untuk berinvestasi di sektor pertanian ini juga terlihat dari besarnya penanaman modal dari dalam dan luar negeri yang disetujui oleh pemerintah. investor masih melihat sektor sekunder (industri) sebagai ladang yang menarik untuk berinvestasi dibanding sektor primer. hanya sekitar 8,43 persen oleh pma. dari bagian dana yang ditanamkan oleh pmdn dan pma dari sektor pertanian tersebut secara indikatif terlihat sebagian besar dialokasikan untuk subsektor perkebunan, khususnya kelapa sawit yang beberapa tahun terakhir ini gencar dikembangkan di kalimantan timur dan kalimantan selatan. kedua, kebijakan perdagangan. beberapa langkah yang harus ditempuh berupa kebijakan anti dumping dan subsidi (rules of competition), pengembangan akses pasar (market access), dan memanfaatkan isu yang berkaitan dengan non trade concerns (multifungsi lahan pertanian, pengentasan kemiskinan, dan lain-lain) dan development box (fasilitas special and differential treatment, special safe guard) sebagai basis negosiasi dalam perdagangan internasional. ketiga, kebijakan industri. program utama departemen pertanian adalah pengembangan sistem dan usaha agrobisnis yang mencakup kegiatan produksi pertanian primer atau umum dikenal sebagai kegiatan usaha tani serta kegiatan terkait dalam spektrum luas, yaitu produksi dan distribusi input pertanian, penyimpanan, pengolahan, dan distribusi komoditi pertanian berikut produk turunannya serta pembiayaan usaha tersebut. kinerja makro pembangunan agrobisnis berbasis hortikultura produksi pangan nasional perkembangan skala usaha agrobisnis hortikultura tidak dapat dimonitor secara rinci per komoditas hortikultura karena tidak adanya data statistik yang lengkap tentang luas lahan dan jumlah petani per komoditas hortikultura dalam periode 1991-2002. akan tetapi, dari data keproyekan yang ada dapat dilihat bahwa kecenderungan peningkatan skala usaha berupa luas lahan per petani komoditas buah-buahan yang merupakan tanaman tahunan. hal itu merupakan dampak langsung dari kegiatan proyek pembangunan hortikultura, antara lain proyek pengembangan agrobisnis hortikultura (pah) dalam waktu 5 tahun telah berhasil membangun kebun seluas 21.600 ha dengan peserta 45.029 petani; dalam tahun 2001-2002 telah tersalur benih varietas unggul buahbuahan sebanyak 7.495.003 bibit dari berbagai jenis tanaman yang setara dengan penambahan areal buah-buahan 37.244 ha. analisis program pengembangan... (budiman notoatmojo; haryadi sarjono) 109 gambar 1 laju pertumbuhan ekonomi nasional 1996 2003 pembentukan pdb nasional dalam perhitungan pdb, tanaman hortikultura tergabung dalam subsektor tanaman bahan makanan. dengan demikian, baik buruknya kinerja pertumbuhan pdb tanaman hortikultura akan sangat berpengaruh terhadap kinerja subsektor tanaman bahan makanan, khususnya dan sektor pertanian pada umumnya. selama kurun waktu 19972003, keragaman tumbuhan pdb tanaman hortikultura relatif lebih baik dibandingkan dengan tanaman padi dan palawija. pada tahun 1997, tanaman hortikultura turut terimbas fenomena iklim el nino yang mengakibatkan tanaman hortikultura mengalami kontraksi sebesar -2,85%. pada tahun 1998, keragaan tanaman hortikultura membaik dengan mampu tumbuh positif sebesar 1,71%. namun, karena laju pertumbuhan tahun 1998 masih lebih rendah dibadingkan dengan kontraksi pada tahun 1997 maka tumbuh negatif 0,57%. lambannya pertumbuhan pdb tanaman hortikultura selama kurun waktu 1997-1998 karena pada tahun 1998 tanaman sayuran justru mengalami kontraksi yang lebih parah (mencapai 4,41) dibandingkan dengan tahun 1997 sementara tanaman buah-buahan tubuh positif cukup tinggi hingga mencapai 8,76. kontraksi tanaman sayuran yang lebih parah pada tahun 1998 diduga terkait dengan semakin melonjaknya harga benih dan obat-obatan sebagai akibat krisis ekonomi. seperti kita ketahui bersama, benih dan obat-obatan merupakan komponen yang sangat penting dalam usaha tani sayuran. journal the winners, vol. 7 no. 2, september 2006: 104-113 110 tabel 2 pangsa pdb sub sektor pertanian terhadap total pdb sub sector 19971998 1999 2000 2001 2002 2003 a. tanaman bahan makanan 7,54 8,86 8,97 8,68 8,32 8,07 7,94 1. padi dan palawija 4,75 5,59 5,85 5,31 4,92 5,09 4,66 2. hortikultura 3,27 3,11 3,31 3,29 2,99 3,38 sayur-sayuran 1,65 1,62 1,61 1,67 1,52 1,72 buah-buahan 1,63 1,49 1,70 1,62 1,47 1,67 b. tanaman perkebunan 2,42 2,79 2,82 2,69 2,67 2,65 2,84 c. peternakan dan hasil-hasilnya 1,73 1,71 1,80 1,77 1,78 1,77 1,73 d. kehutanan 1,75 1,66 1,61 1,58 1,56 1,46 e. perikanan 1,79 1,88 1,89 1,89 1,89 1,92 perkembangan pangsa hortikultura terhadap semua sektor dan subsektor selama kurun waktu 1997 – 2003 menunjukkan kecenderungan yang terus meningkat dengan besaran yang bervariasi. selama kurun waktu tersebut, pangsa tanaman hortikultura terhadap sektor tanaman pertaian dan peternakan rata-rata selalu di atas 23%, sementara terhadap sektor pertanian, kehutanan dan perikanan (pertanian dalam arti luas) rata-rata selalu di atas 18%. dibandingkan dengan subsektor kehutanan dan perikanan, pangsa pdb tanaman hortikultura masih lebih tinggi, namun masih lebih rendah jika dibandingkan dengan pangsa tanaman padi dan palawija. pangsa tanaman hortikultura terhadap pdb total, walaupun masih relatif kecil namun konsisten dalam kisaran 3%. melihat besaran pangsa tanaman hortikultura terhadap pembentukan pdb di atas, dapat dikatakan bahwa peran tanaman hortikultura terhadap perekonomian nasional ternyata cukup besar dan perlu mendapat perhatian yang lebih serius dari pemerintah dalam pengembangannya. gambar 2 laju pertumbuhan pdb sektor pertanian analisis program pengembangan... (budiman notoatmojo; haryadi sarjono) 111 perkembangan pangsa holtikultura terhadap semua sektor dan subsektor selama kurun waktu 1997-2003 menunjukkan kecenderungan yang terus meningkat dengan besar yang bervariasi. selama kurun waktu tersebut, pangsa tanaman holtikultura terhadap sektor pertanian dan peternakan rata-rata selalu di atas 23 %, sementara terhadap sektor pertanian, kehutanan, dan perikanan (pertanian dalam arti luas), rata-rata selalu di atas 18 %. tabel 3 laju pertumbuhan antartahun pdb sector pertanian atas harga konstan 1993, 1997-2003 (%) sector 1997 1998 97-98 1999 2000 2001 99-01 2002 2003 (i-ii) i. pertanian dan peternakan 1. tan bhn makanan 1.1 padi dan palawija 1.2 holtikultura a. sayuran b. buah-buahan 2. perkebunan 3. peternakan ii. kehutanan iii. perikanan iv. pertanian, kehutanan & perikanan pdb total -0,91 -2.85 -2,85 -2,85 -2.85 -2,85 1,37 4,90 11,57 5,79 1,00 4,70 -0,74 2,03 2,21 1,71 -4,41 8,76 0,05 -13,94 -8,47 1,92 -1,33 -13,13 -0,83 -0,41 -0,32 -0,57 -3,63 2,96 0,71 -4,52 1,55 3,85 -0,16 -4,21 2,50 1,99 5,57 -4,14 -0,59 -7,72 1,91 6,17 -4,45 6,07 2,16 0,79 1,49 1,53 -4,81 11,46 3,93 19,69 0,19 3,28 1,60 5,00 1,88 4,92 0,45 -0,79 -4,27 2,91 7,42 -1,36 2,40 3,56 2,09 3,74 0,98 3,44 1,48 0,91 -1,17 3,41 3,58 3,54 1,50 4,34 -0,25 4,93 1,68 3,05 1,44 0,53 7,24 -5,91 -5,91 -5,91 3,17 3,07 1,97 3,56 1,74 3,66 3,31 1,90 -5,08 17,35 17,14 17,64 10,69 1,34 -3,12 5,34 2,92 3,62 tabel 4 indeks pdb sector pertanian atas harga konstan 1993, 1996-2003 (%) (1996=100) sector 1996 1997 1998 1999 2000 2001 2002 2003 i. pertanian dan peternakan 1. tan bhn makanan 1.1 padi dan palawija 1.2 holtikultura a. sayuran b. buah-buahan 2. perkebunan 3. peternakan ii. kehutanan iii. perikanan iv. pertanian, kehutanan & perikanan pdb total 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 99,09 97,15 97,15 97,15 97,15 97,15 101,37 104,90 111,57 105,79 101,00 104,70 98,35 99,12 99,30 98,81 92,86 105,67 101,42 90,28 102,12 107,82 99,66 90,96 100,81 101,09 104,83 94,72 92,31 97,51 103,35 95,84 97,58 114,36 101,81 91,68 102,31 102,64 99,78 105,58 95,94 116,70 103,55 98,99 99,14 120,07 103,73 96,19 102,77 101,82 95,52 108,66 103,05 115,12 106,03 102,51 101,22 124,56 104,75 99,49 104,25 102,36 102,44 102,24 96,96 108,32 109,40 105,66 103,21 128,99 106,57 103,13 107,70 104,31 97,21 120,02 113,69 127,40 121,10 107,07 99,99 135,88 109,68 106,86 journal the winners, vol. 7 no. 2, september 2006: 104-113 112 penyerapan tenaga kerja nasional peran serta holtikultura dalam penyerapan tenaga kerja nasional cukup besar menempati urutan kedua setelah tanaman pangan. pada tahun 2000, subsector holtikultura menyerap sekitar 11,74 % dari seluruh tenaga kerja nasional, lebih rendah dibanding tanaman pangan yang mencapai 21,08 % tetapi jauh lebih tinggi dibanding subsektor perkebunan dan peternakan masing-masing mencapai 5,41 dan 3,65 %. tabel 5 peran subsektor hortikultura dalam penyerapan tenaga kerja nasional sub sector tahun kenaikan(%) 1995 2000 tanaman pangan hortikultura perkebunan peternakan total pertanian non pertanian 20.344.568(23,21) 10.829.028(12,41) 4.463.776(5,22) 3.303.924(3,79) 39.041.296(44,44) 48.229.920(55,56) 19.670.966(21,008) 10.960.323(11,74) 5.045.938(5,41) 3.410.392(3,65) 39.087.619(41,89) 54.233.333(58,11) -3,31 1,21 10,56 3,22 0,11 12,45 87.271.216 93.320.952 6,93 ketahanan pangan nasional ketahanan pangan diartikan sebagai tersedianya pangan dalam jumlah dan kualitas yang cukup, terdistribusi secara merata dengan harga yang terjangkau dan aman dikonsumsi. dari pengertian tersebut ada empat aspek utama yang harus dipenuhi untuk mewujudkan ketahanan pangan, yaitu aspek ketersediaan, aksesbilitas(keterjangkauan), stabilitas pengadaan dan pengamanan pangan. aspek ketersediaan mempunyai makana bahwa pangan harus tersedia, baik dari produksi dalam negri maupun impor dari luar negeri. berbeda dengan singapura yang sebagian besar kebutuhan pangannya berasal dari impor karena memang sumber daya alamnya sangat terbatas, kebutuhan pangan diindonesia dengan kekayaan sumber daya alam yang dimilikinya, seyogyanya sebagian besar harus dapat dipenuhi dari produksi dalam negri atau bahkan berswamsembada. kinerja mikro pembangunan agrobisnis berbasis hortikultura kepemilikan aset produktif dan ekspektasi pendapatan yang diterima merupakan dua hal pokok yang mempengaruhi petani dalam menentukan keputusan teknologi apa yang digunakan dan seberapa tinggi tingkat penerapannya. hal itu dapat dimengerti karena mereka sadar bahwa merekalah sebenarnya subjek dari kegiatan usaha tani tersebut, mereka yang akan menanggung semua risiko yang ditimbulkan dari keputusan yang diambilnya. pembinaan kepada petani program tentang cara usaha tani yang baik, peningkatan hasil yang nyata dapat dilihat petani, merupakan cara terbaik untuk meningkatkan penerapan dan manfaat suatu program. analisis program pengembangan... (budiman notoatmojo; haryadi sarjono) 113 penutup kinerja makro selama periode 1999 – 2002, kinerja makro subsektor hortikultura mengalami perbaikan cenderung mengalami penigkatan dengan besaran yang bervariasi dan berdasarkan kinerja pdb, diperkirakan pada tahun 2003 dan tahun selanjutnya kinerja subsektor hortikultura akan lebih baik lagi. hal itu terlihat dari pangsa tanaman hortikultura terhadap sektor pertanian dan peternakan rata-rata selalu di atas 23 persen, sementara terhadap sektor pertanian, kehutanan, dan perikanan (pertanian dalam arti luas), rata-rata selalu di atas 18 persen. kinerja mikro secara simultan, kebijakan yang dilakukan pemerintah terhadap input dan output pertanian tidak memberikan proteksi kepada petani produsen 9 (sembilan) komoditas hortikultura yang diamati (kecuali jeruk). ditunjukan nilai epc di bawah 1 (satu). kebijakan pemerintah tidak protektif terhadap produsen komoditas hortikultra namun kinerja subsektor hortikultura cukup baik. daftar pustaka direktorat jenderal bina produksi hortikultura. 2002. prosiding, sinkronisasi, pengembangan agrobisnis hortikultura di kawasan sentra. departemen pertanian, jakarta. direktorat jenderal bina produksi hortikultura. 2001. informasi hortikultura dan aneka tanaman. departemen pertanian, jakarta. direktorat jenderal bina produksi hortikultura. 2003. pengembangan pelaksana kegiatan bagian proyek agrobisnis, hortikultura di kabupaten melalui dana dekonsentrasi tahun anggaran 2002. departemen pertanian, jakarta. sekretariat direktorat jendral bina produksi hortikultura. 2002. evaluasi kinerja pengembangan agrobisnis, hortikultura di kabupaten tahun anggaran 2002. departemen pertanian, jakarta. microsoft word 01 retno dewanti-edit_setting analysis of three ..... (retno dewanti; dkk) 97  analysis of three antecedent dimensions of service towards consumer’s trust and their impact on post-purchase behavior retno dewanti1 ; wendy teoh2; yulia wati3; rahayu4 1,4 jurusan manajemen, fakultas ekonomi dan komunikasi, binus university; jl. kh. syahdan no. 9, palmerah, jakarta barat 11480. 2universiti teknologi mara malaysia; 3chosun university korea wantibukit@yahoo.com, myteoh@mmu.edu.my, yuliawati@gmail.com abstract in the last few years retail industry in indonesia has been grown rapidly by three main factors, namely economic, demographic and socio-cultural. if a retail business can gain success in malaysia, it may not gain the same success in indonesia. a research is conducted using associative analysis by correlation test with path analysis technique and pearson product moment correlation. the results of this research show that three antecedents of service variables – interaction quality, the quality of physical environment, and outcome quality – are related to each other and simultaneously influence consumer’s trust. regarding to the partial analysis, it is found that the quality of physical environment and consumer’s trust has significant effects on post-purchase behavior. path analysis shows that three antecedents of service indirectly contribute to consumer post-purchase behavior through consumer’s trust. however, the outcome quality provides the largest contribution on it. keywords: interaction, environment, outcome, trust, post purchase, behavior abstrak dalam beberapa tahun terakhir bisnis ritel di indonesia telah berkembang pesat yang dipengaruhi tiga faktor utama, yaitu ekonomi, demografi dan sosial-budaya. jika suatu bisnis ritel dapat meraih sukses di malaysia, mungkin tidak mendapatkan keberhasilan yang sama di indonesia. sebuah penelitian dilakukan dengan menggunakan analisis asosiatif berdasarkan uji korelasi dengan teknik analisis jalur dan korelasi pearson product moment. hasil penelitian ini menunjukkan bahwa tiga variabel anteseden layanan – kualitas interaksi, kualitas lingkungan, dan kualitas hasil – terkait satu sama lain dan secara simultan mempengaruhi kepercayaan konsumen. berdasarkan analisis parsial, ditemukan bahwa kualitas lingkungan fisik dan kepercayaan konsumen memiliki efek yang signifikan terhadap perilaku pasca pembelian. analisis jalur menunjukkan bahwa tiga anteseden pelayanan secara tidak langsung berkontribusi kepada perilaku pasca pembelian konsumen melalui kepercayaan konsumen. namun, kualitas hasil memberikan kontribusi terbesar. kata kunci: interaksi, lingkungan, hasil, kepercayaan, pasca pembelian, perilaku 98 journal the winners, vol. 12 no. 2, september 2011: 97-102 introduction indonesia’s retail growth in 2006 is 14.3 percent (pt acnielsen indonesia, n.d.). from 2003 to 2006 the shopping centers specializing on consumer goods had begun to emerge from minimarket to hypermarket (tabel 1). tabel 1 amount of shopping cebters in indonesia from 2003 – 2006 retail type 2003 2004 2005 2006 minimarket 4.038 unit 5.604 unit 6.465 unit 7.476 unit supermarket 896 unit 956 unit 1.141 unit 1.277 unit hypermarket 67 unit 90 unit 106 unit 138 unit source: aprindo/data consult/icn pt. hero supermarket, tbk. as one of the largest retailer in indonesia operates more than 300 outlets under several brand names such as hero, giant, guardian, starmart mini mart, shop in and mitra. up to 2006, 37 hero pasar swalayan outlets have been spread in jakarta (the annual report of hero 2006). lately hero changed its name with giant, carried out together with the change of customer’s trust and purchase behavior. the prickly competition that does not go along with the quality service resulted in the decline in customer number. thus, they cannot maintain their loyal customers and face difficulties in looking for new customers. the first endeavor carried out by hero is changing its name with giant in purpose to gain consumer's trust and increase the purchase as giant malaysia does. giant and hero pasar swalayan are under management of dairy farm international giant retail sdn bhd. since 1998, dairy farm international that is based in the usa, england, hongkong, malaysia invested its share in pt. hero supermarket tbk. according to christina whidya (2006), the development of the retail industry is bound with the influence of three main factors – economics, demography and social the culture. the supportive economic growth factor of retail industry is per capita income. the second factor is demography – an increase in inhabitants number. the third is social culture factor, such as lifestyle change and the current shopping custom which is in one-stop shopping places that is safe, comfortable, reachable and also able to be used for recreation. it is important for the retail industry at this time to increase the service quality as an effort to develop the customer's trust in gaining success in modern retail sector. the trust formed will trigger the consumers to purchase more. this research is carried out to examine the change in the retail management strategy. literature study service quality aaker (2003, p72) defines service as something that could not be felt, produced and consumed simultaneously; only the results of the service that can be observed. in other words, ma’ruf (2006, p.226) describes service as an activity, the benefits and satisfaction from something that is offered in the sale. employers should be able to customize the type of services offered by other elements in the retail mix. some indicators for service quality are: (1) quality of interaction – attitude, behavior, and experiences of employees; (2) quality of the physical environment – ambience or atmosphere, design and social factor; (3) quality of outcome – waiting period, tangibility and valence (jasfar, 2005). analysis of three ..... (retno dewanti; dkk) 99  consumer’s trust according to wood et al (2008, p.27), theory of trust is based on three views: (1) trust is an individual’s learned expectancy about others based on outcomes from personal interactions with others; (2) trust develops out of assessments based on repeated observations (history) of a trustee’s behaviors; (3) trust building is a calculative process analyzing potential costs versus potential benefits. consumer’s trust allows organization to take risks that are fundamental to new business innovations and productivity. in the knowledge based society of the 21st century, the increasingly intangible and tacit nature of knowledge assets and resources requires a greater level of an understanding between consumers and organizations, taking into account the social welfare of both consumers and organizations (chong ju choi et al, 2007, p18). there are six factors in developing the consumer's trust: (1) competence – the capacity owned by the company; (2) credibility – the company is deserved to be trusted; (3) reliability the company owns test-passed products; (4) integrity – the company should be honest and have social responsibility; (5) benevolence – the company supports assistance for their consumer; (6) informative the company provides information needed by their consumers. consumer’s behavior consumer behavior is a actions happened to the consumer when he or she decided to buy, what to buy, where, when and how (ma’ruf 2006, p.50). farida jasfar (2005) states that indicators of purchase decision are: (1) loyalty, which means the willingness to became the customer in the future even when the customers experience inconvenience; (2) behavior intensity which means that: (a) consumers are likely to recommend the supermarket service to the others; (b) consumers do not need to move to other supermarkets after experiencing inconveniences or problems in the current supermarket; (c) consumers are offered the better price that they do not need to move to other supermarkets; (3) although the prices increase consumers will not move to other supermarkets. method the research uses samples from 100 giant’s customers with α = 0,05 and that will make z α = 1,96 and the accepted estimation is 10%. the correlation test is carried out to know if any significant relations between the dependent variable and the independent's variables. technically the analysis of the pearson product moment correlation includes the statistical technique parametric using the interval data and the ratio with certain condition (kuncoro and riduwan 2007, pp61-62). this research uses the model of two path equities as below: y = ρyx11 + ρyx12 + ρyx13 + ε1 (as sub-structure 1) z = ρzx11 + ρzx12 + ρzx13 + ρzy + ε2 (as sub-structure 2) below is the framework of thinking to analyze the dependent variables and independent variables (figure 1). 100 journal the winners, vol. 12 no. 2, september 2011: 97-102 figure 1 framework of thinking legends: x11 = independent variable x12 = independent variable x13 = independent variable y = dependent variable z = dependent variable based on the literature study and the analysis of framework of thinking, then several hypotheses can be formulated as follows: hypothesis 1 : there are some significant relations between the quality of the interaction variable, the quality of the physical environment variables and the quality of outcome variable. hypothesis 2 : quality factors of the interaction, the quality of the physical environment and the quality of outcome contribute significantly towards the consumer's trust. hypothesis 3 : the quality of the interaction, the quality of the physical environment, the quality of outcome contribute significantly the consumer's trust is influential towards postpurchase behavior in giant supermarket. results and discussions in general the consumer assessment against the variable of three service antecedents is 3.39 that including hesitant. this means that on the whole the assessment of the consumer concerning the quality of three dimensions of service antecedents owned by giant hypermarket is hesitant. so the consumers still have doubts on the service quality of giant hypermarket. therefore, from the three dimensions of the service antecedents, the highest score is for the adequate numbers of atm facilities provided, whereas for the lowest score is for the waiting period of the service. in general the consumer assessment against the variable of three dimensions of the service antecedent is 3.54 that including agreeing. this means that on the whole the assessment of the consumer concerning the consumer's trust is to agree. so the consumer are agreed to the trust formed in giant hypermarket. the highest score of the consumer's trust variable is that any information given by giant hypermarket is reliable, whereas for the lowest score is that the employee can be always trusted. the consumer assessment towards the post-purchase behavior is 3.00 including hesitant. it means that thoroughly the consumer still distrust the post-purchase behavior in giant supermarket. that the consumer will recommend to the other person gains the highest score, whereas that the employee always could be trusted gains the lowest score. analysis of three ..... (retno dewanti; dkk) 101  the quality of the interaction namely attitude, behavior and employee's experience is connected in a quite strong manner, significantly in accordance with the physical environment including the ambience (the atmosphere), the design and the social factor. the quality of the interaction namely the attitude, the behavior and the employee's experience is connected in a quite strong manner, significantly in accordance with the outcome as follows – waiting period, tangibility and valence. the physical environment including the condition ambience (the atmosphere), the design and the social factor are connected in a quite strong manner, significantly in accordance with the quality outcome as follows – waiting period, tangibility and valence. the simultaneous influence is shown with the significance figure of 0.000 < 0.05 and fcount > table (47.732 > 2.70) then h1 is accepted and h0 is refused. in other words, the quality factors of the interaction, the quality of the physical environment and the quality of output contribute significantly towards the consumer's trust. partially the quality of the interaction contributes significantly towards the consumer's trust by 0.349 or 34.9%. the quality of physical environment contributes significantly towards the consumer's trust by 0.192 or 19,2%. the quality of outtcome contributes significanltly towards the counsumer trust by 0,388 or 38,8%. the quality of the interaction, the quality of the physical environment, the quality of outcome and the consumer's trust in a manner combine the contribution towards the post-purchase behavior by 42.1%. partially the quality of the physical environment contributes significantly towards the post-purchase behavior by 0.212 or 21,2%. the consumer's trust contributes significantly towards the post-purchase behavior by 0.312 or 31.2%. to give more comprehension about the figures mentioned, see figure 2 below. figure 2 path chart the structural equation for this model is: y = 0,349 x11 + 0,192 x12 + 0,388 x13 + ε1 z = 0,121 x11 + 0,212 x12 + 0,126 x13 + 0,312 y + ε2 ‘ based on the calculation above, several results are gained as follows: (1) contribution of the quality of interaction towards the post-purchase behavior is 0,121 or 12,1%; (2) contribution of the quality of physical environment towards the post-purchase behavior is 0,212 or 21,2%; (3) contribution of the quality of outcome towards the r post-purchase behavior is 0,126 or 12,6%; (4) contribution of the consumer’s trust towards the post-purchase behavior is 0,312 or 31,2%; (5) 102 journal the winners, vol. 12 no. 2, september 2011: 97-102 contribution of the quality of interaction, quality of physical environment, quality of outcome and consumer’s trust in a manner the combination towards the post-purchase behavior is 0,421 or 42,1%; (6) the other variable contribution outside the model towards post-purchase behavior is 0,579 or 57,9%; (7) contribution of the quality of interaction towards the post-purchase behavior through the consumer’s trust is 0,458 or 45,8%; (8) contribution of the quality of physical environment towards the post-purchase behavior through the consumer’s trust is 0,252 or 25,2%; (9) effect of quality of outcome variable towards the post-purchase behavior through the consumer’s trust is 0,509 or 50,9%; (10) contribution of the quality of interaction towards the consumer’s trust is 0,349 or 34,9%; (11) contribution of the quality of physical environment towards the consumer’s trust is 0,192 or 19,2%; (12) contribution of the outcome quality towards the consumer trust is 0,388 or 38,8%; (13) contribution of the interaction of the quality variable, the quality of the physical environment and the quality of outcome in a manner the combination towards the consumer's trust is 0.599 or 59,9%; (14) other variable contribution outside the model towards the consumer's trust is 0.401 or 40,1%. conclusion from the explanation above, the variable that is most influenced to consumer's trust is quality of outcome which is 38.8%. the variable of three antecedent dimensions of the service that influences the post-purchase behavior most is the quality of the physical environment which is 21.2%. the quality of the interaction and the quality of output does not influential significantly; the two variables only influence the post-purchase behavior through consumer's trust. therefore, giant hypermarket is better to increase the quality of the service to gain the consumer's trust so that the post-purchase behavior can be increased which may increase the consumer's loyalty and the intensity of the buying. references aaker, k. (2003). marketing research. new jersey: prentice hall. chong ju choi; eldomiaty, tarek ibrahim; sae won kim. (2007). consumer trust, social marketing & ethics of welfare exchange. journal of business ethics, 74 (1), 17 23. diakses dari http://www.mendeley.com/research/consumer-trust-social-marketingethics-welfare-exchange/. ma’ruf, hendri. (2006). pemasaran ritel. jakarta: pt gramedia pustaka utama. riduwan, kuncoro. (2007). cara menggunakan dan memaknai analisis jalur (path analiysis). bandung: alfabeta. whidya, christina. (2006). manajemen ritel strategi dan implementasi ritel modern. jakarta: salemba empat. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 93 the winners, 21(2), september 2020, 93-100 doi: 10.21512/tw.v21i2.6614 sustainable growth rate model in indonesia manufacturing firms vina christina nugroho* business school, universitas pelita harapan mh thamrin boulevard 1100, kelapa dua, tangerang, banten 15811, indonesia vina.nugroho@uph.edu received: 07th august 2020/ revised: 16th november 2020/ accepted: 23rd november 2020 how to cite: nugroho, v. c (2020). sustainable growth rate model in indonesia manufacturing firms. the winners, 21(2), 93-100. https://doi.org/10.21512/tw.v21i2.6614 abstract regarding the importance of sustainable growth rate (sgr) calculation for firms as a basic of financial decision, many previous studies had highlighted the variability of sgr calculation. the research’s first objective focused on two methods of sgr calculation and figured out the determinant factors (internal and external) that affect firm’s sgr. one method focused on different determinants of sgr when industry or firm specific aspects were considered. whereas, sgr (ii) focused on determinant of sgr when firms are reluctant to issue new equity. the second objective was to investigate the determinant factors towards sgr in both models. sample for the research was public-listed manufacturing firms in indonesia from 2011 to 2019. the result shows that there is significant difference between the two methods, and not to mention that return on equity (roe) becomes the only factor that affect sgr (in both models). the implication is due to the limited amount of time, so the research can only compare two different method of sgr. keywords: sustainable growth rate, manufacturing firms, return on equity i. introduction wealth maximization has been the core value that many academic and practitioners in corporate finance are pursuing. proxy for wealth maximization is still being debated until today. however, the underlying assumption for wealth maximization is an increasing value of the firm or increasing value of shareholder. the word ‘growth’ has always occured when it comes to investigating about firm’s performance to increase firm’s values. several studies have been conducted to examine growth related measures and their impact on firm’s values. growth has become a widely accepted aim in any business (arora et al., 2018). more equity leads to potential growth, however, if the business grows too fast, there is a probability of lack equity to sustain the growth. whereas, if it is too slow, the business could become stagnant (hartono & utami, 2016). sustainable growth is required to survive in a competitive world of business. sustainable growth involves a situation where firm experiences growth, but assets, equity issuance, liabilities and retained earnings remains unchanged. sustainable growth allows investors and analysts to find the maximum possible rate of growth that firm can achieve by using existing resources. sustainable growth rate (sgr) calculation can help corporate managers to do financial planning efficiently as it allows managers and investors estimate whether future growth plans are realistic or not (mamilla, 2019). some corporate managers face the facts that unrestrained growth is inconsistent with established financial policies. major problems that has been highlighted by (higgins, 2015) that are financial policies or financial decisions are incompatible with their growth objectives. this sgr is the best option to mitigate this problem. most of corporate managers believe that higher growth rate is better, but, higher growth rate requires a huge investment in fixed assets. this can lead a problem, especially when firms are facing economic crisis. those huge investment in fixed assets can incur higher costs and debt burdens. the concept of sustainable growth rate (sgr) emerges as an insight provider to this problem (arora et al., 2018). (higgins, 2015), defines sustainable growth rate as the maximum rate at which firm’s sales can increase without depleting financial resources. sgr require careful examination of internal and external factors because sgr is used by managers in balancing their financial decision and firm’s operational. many previous studies have highlighted the variability of sgr calculation, but still based on higgins four 94 the winners, vol. 21 no. 2 september 2020, 93-100 important ratios of sgr which is profit retention ratios, net profit margin, asset turnover and financial leverage. the purpose of this research is comparing the two methods of sgr calculation and figure out the determinant of sgr. fonseka, ramos and tian (2012) state that the one model chosen over the other should be caused by several factors: 1) when sgr is measured by continuous variables and significantly related to a wide array of financial characteristics, it leads to a different manner of various sgr estimator’s; 2) the sgr is defined as a dichotomous variable of firms which are classified as either above or below zero level of the sgr (positive or negative growth). this different level of sgr may also lead to the wide arrays of commonly used financial factors that will have different impact on sgr’s sign of direction (positive and negative signs); 3) the concern about the economic sense of sgr applicability, model should be more suitable for managers or practitioners or for academician or researchers. the concept of sgr focuses on strategic plan whether firm’s plan can be funded using the existing resources. comparison between sgr rate with actual growth rate (sales growth) gives a clue for managers and investors the probability whether they may face cash flow problems in the future or not. the research uses sgr to evaluate each industry’s performance during particular period of time. targeting specific industry to make an investment requires special attention for investors to investigate performance by looking at their sgr. in addition to the research purpose, there will be provided some valuable information such as how sgr rate varies across industries and differentiating each industry based on their growth rates calculation using two different methods. the research is expected to give some valuable information whether this will lead to a significant differences on the results from the two methods. not to mention that the research would help the investors to pick industry in a rational way and objectively. many previous research has been conducted to investigate the importance of growth. the concept of sgr, as introduced by babcock (1970), has been provided with a simple explanation on the behaviour of various elements. higgins (2015) focuses on the signs of unpleasant financial condition that caused by unrestrained growth within a firm. furthermore, platt, platt and chen (1995) extended the research towards firms in financial distress by developing a formula that calculate how much growth can be achieved without external debt and maintain capital structure. by the time, gardner, mcgowan jr & moeller et al. (2011) describe various calculations of sgr, while wang et al. (2019) highlight the influence of sgr that takes into account of social, energy and environmental factors in the scope of oil and gas industry. fonseka et al. (2012) point out that there are several models formulated by different researchers regarding sgr’s calculation. they argue that some of those models can be widely and commonly used as sgr model, but the others can only be adopted in specific conditions. for instance, platt et al. (1995) and escalante et al. (2009) point out the sgr model for financial distress that develops a sustainable growth challenge model for agricultural industry. this occurs to be a better indication of the importance of sgr research for academic purposes. despite many debates among researchers towards the most appropriate commonlyused sgr model, the research uses two sgr models which are widely and commonly used by higgins (2015) and babcock (1970). the research has its own novelty that can be distinguished from previous research. it is the objectives to find significant differences among the two methods of calculating sgr, while many previous research use only single calculation of sgr. higgins (1981) assumes that the company does not issue new equity capital. he uses four important ratios as sgr = rr x npm x ato x fl. a simple version from those formula can be calculated by sgr = roe x b (see table 1). however, arora et al. (2018) argues that nature and magnitude errors can be generated by using those formula. therefore, in the light from his argument, this research considers this following formula for calculating sgr (i) as follow sgr (i) = [roe x b] / [1(roe x b)] (1) babcock (1970) argues that change in book value of equity (bve) will make an impact on the stock performance in term of capital appreciation. he believes that change of bve is the only suitable source of fund for the firm’s growth. based on the fundamental assumption from this model, firm does not use external financing to growth. sgr can be calculated using year on year percentage change in book value of equity, so the calculaton of sgr ii is provided as: sgr (ii) = [bet / bet-1] – 1 (2) the major difference between those two models can be identified since sgr i focus on different determinants when the industry’s or firm’s specific aspect has to be considered (firm operating in same or varied industries), whereas sgr ii focus on aggregate view of sgr without considering the specific factors. the underlying fundamental assumption from sgr ii occurs when firm is reluctant to issue new equity (arora et al., 2018). beside the variation of sgr calculation, jarvis, mayo and lane (1992) highlight the concept of sgr for picking up specific industries for the sake of receiving special attention and assistance from government. they find out how sgr model is affected by specific type of government’s programmes. hou and robinson (2006) explicitly focus on the need of industry specific factors toward asset pricing model. platt and platt (1991) find that industry relative specifications are more accurate and stable in term of their predictive performance. based those previous research, it seems that there has not 95sustainable growth rate model..... (vina christina nugroho) been literature review describing the variability on sgr as a result of internal and external influence for firms. therefore, the contributions of the research are to 1) highlight two different approach to describe various determinants of sgr, and 2) examine internal and external factors towards firm’s sgr. ii. methods panel data regression to identify the suitable formula in calculating sgr and also identify factors that influence sgr. the panel data are from public listed companies in indonesia from 2011–2019 derived from s&p capital iq plattform. financial industry and service industry are excluded due to the differences in relative mix of tangible and intangible assets in service and industrial sector (mayo & jarvis, 1992). not to mention that sample with incomplete information or companies, in which financial data was missing, are also excluded. there are 166 companies included in the sample. the two separate groups of hypotheses are shown in this section. the first section mentions the hypothesis for sustainable growth rates which are computed using two different approach. according to arora et al. (2018) there is inconsistency result derived from two different calculation. on the other hand, fonseka et al. (2012), using previous research of sgr model by higgins, 2015), confirmed that hsgr and vsgr models produce approximately same result in the us manufacturing company from 2000 to 2008. from those two previous research, the first hypothesis is proposed as: hypothesis 1: there is difference result between sgr i and sgr ii the research uses the same formula of sgr calculation as arora et al. (2018) has done (table 1). it also focuses on internal and external factors that may have an impact toward sgr. arora et al. (2018) state that net profit margin has a positive and significant effect towards sgr in both model. therefore the second hypothesis is proposed as: hypothesis 2: net profit margin has a positive and significant effect towards sgr in both models. arora et al. (2018) has conducted a research in indian manufacturing firms from 1998 to 2014, from which this research replicates empirical model to examine the internal and external influence for sgr. sgr (i)i,t = ƴ0,t + ƴ1,t (rrit) + ƴ2,t (npmit) + ƴ3,t (atoit) + ƴ4,t (flit) + ƴ5,t (roait) + ƴ6,t (roeit) + ƴ7,t (sgit) + ƴ8,t (tagit) + ƴ9,t (infit) + ɛit (3) sgr (ii)i,t = ƴ0,t + ƴ1,t (rrit) + ƴ2,t (npmit) + ƴ3,t (atoit) + ƴ4,t (flit) + ƴ5,t (roait) + ƴ6,t (roeit) + ƴ7,t (sgit) + ƴ8,t (tagit) + ƴ9,t (infit) + ɛit (4) iii. results and discussions prior calculation is conducted to analyse the behaviour pattern of internal factors within sgr’s behaviour. table 2 shows each portfolio of variable across stocks. means are calculated of the average over period 2011 to 2019. data is divided by the value of sgr from the lowest to highest. portfolio from sgr (i) could not capture any pattern due to random values which are hard to predict and conclude. portfolio from sgr (ii) indicate that higher sgr lead to higher npm, higher roe and higher roa. this pattern is actually predictable and in line with the definition of sgr. firm with high sgr is a firm with capability to maximize growth using existing resources. arora et al. (2018), having conducted research in indian manufacturing firms, also show the same results as panel b. sales growth in most of the portfolio exceeds sustainable growth table 1 operational variable variable measurement retention ratio (rr) retained earnings / net income net profit margin (npm) net income / sales asset turn over (ato) sales / total assets financial leverage (fl) total assets / book value of equity return on equity (roe) net income / shareholder’s equity return on assets (roa) net income / total assets sales growth (sg) year on year growth in sales total assets growth (tag) year on year growth in total assets inflation inflation rate derived from (data.worldbank.org) retention rate (b) 1 – dividen payout ratio source: arora et al. (2018) 96 the winners, vol. 21 no. 2 september 2020, 93-100 rate, which indicate a potential problem as arora et al. (2018) has encountered. the descriptive analysis for each specific industry is provided based on table 3 to know the performance of sgr in each industry. as table 3 shows descriptive statistics of sgr (i), it is found that textile industry has highest sgr and building construction has lowest sgr. at the other hand, different result also appears in the data. descriptive statistics of sgr (ii), shows that miscellaneous industry has highest sgr, whereas oil and gas has the lowest sgr. table 2 behaviour of proposed determinants (internal) of sustainable growth rate panel a. behaviour of proposed determinants (internal) of sgr (i) sgr1 rr npm ato fl roa roe sg tag low -1,187 3,464 0,132 0,049 3,049 0,037 0,060 0,110 0,196 2 -0,674 3,051 -0,027 0,051 1,657 0,007 -0,018 0,679 0,040 3 -0,605 -0,933 0,016 0,033 1,229 -0,007 0,002 0,067 -0,026 4 -0,546 -16,883 -0,012 0,025 2,390 0,024 -0,012 0,006 0,032 5 -0,479 6,602 -0,001 0,181 1,246 -0,003 -0,009 2,002 0,006 6 -0,375 -13,815 -0,021 0,036 0,680 -0,004 -0,003 0,174 -0,143 7 -0,329 5,371 -0,001 0,061 2,044 0,007 -0,005 0,062 0,345 8 -0,256 -14,798 -0,003 0,032 2,759 0,017 -0,003 -0,109 0,061 9 -0,180 -2,334 0,000 0,063 1,610 0,012 -0,002 0,181 -0,051 high 6,763 3,431 0,015 0,062 2,319 0,012 0,002 0,083 0,586 panel b. behaviour of proposed determinants (internal) of sgr (ii) sgr2 rr npm ato fl roe roa sg tag low -0,204 3,202 0,000 0,083 3,422 -0,072 0,005 0,188 0,079 2 0,007 1,885 0,068 0,046 2,250 0,027 0,028 -0,028 0,104 3 0,012 -5,444 0,014 0,046 2,406 0,019 0,017 0,099 0,022 4 0,017 9,888 0,042 0,028 2,594 0,030 0,031 0,075 0,059 5 0,021 1,580 0,049 0,029 2,597 0,041 0,037 0,022 0,057 6 0,025 -3,114 0,028 0,032 2,376 0,028 0,026 0,103 0,035 7 0,030 3,933 0,058 0,037 2,419 0,080 0,048 -0,020 0,060 8 0,034 2,525 0,083 0,043 2,058 0,057 0,038 -0,033 0,082 9 0,038 4,547 0,048 0,042 2,046 0,039 0,027 0,140 0,071 high 0,219 3,563 0,219 0,030 2,635 0,143 0,058 0,082 0,334 source: data processing (2020) table 3 descriptive statistics for sgr (i) on specific industries industry number of observation mean std. deviation min. max. agriculture 54 -0,988 -0,090 -1,240 -0,540 automotive & airline 108 -0,578 2,864 -5,716 21,222 building construction 81 -1,370 2,515 -22,276 1,967 coal & consumable fuel 63 -0,997 0,108 -1,574 -0,690 electrical & software 72 -0,421 5,162 -4,496 42,478 f&b 135 -0,858 5,809 -33,258 57,823 miscellaneous 144 -0,669 2,113 -2,402 15,129 logistics 81 -1,017 0,356 -2,360 0,934 oil & gas 126 -1,284 2,092 -23,727 1,173 real estate 198 -0,721 2,072 -9,130 12,157 97sustainable growth rate model..... (vina christina nugroho) inconsistent results from the calculations in table 4 lead us to investigate the degree of correlation between two models of sgr. table 5 shows that correlation between sgr (i) and sgr (ii) is considered quite low (0,019). not surprisingly, portfolio calculation in table 4 shows different results. table 5 correlation matrix between sgr (i) and sgr (ii) sgr (i) sgr (ii) sgr (i) 1 sgr (ii) 0,019 1 source: data processing (2020) along with that correlation, table 6 shows the correlation matrix for all variables (independent, dependent and control variable). the collinearity table is used to look at reciprocal linkages between one variable and other variables. the value of collinearity among free variables is expected to be no more than one. from table 6, the correlation between each variable with sgr in both methods can be predicted. consistent result can be seen from variable rr, npm, roe, and fl. variable profit rr, npm and roe have positive correlation with sgr in both models. this result is consistent with previous result in table 2 panel b. firm with higher sgr shows higher npm resulting in higher capability to manage profit retention ratio and efficiently manage their equity. whereas, financial leverage has negative correlation with both model. it means, firm with high sgr should have a low financial leverage and vice versa. by using the formula in equation (1) and (2), the research provides analysis on various determinants that can affect sgr in two models using panel data regression. inflation, in this case, can be considered as macroeconomic factors since macroeconomic environment can influence firm’s financial decision making (arora et al., 2018). before regression, f-test and hausman test are conducted to decide the type of model used to analyse the determinants of sgr. table 7 shows that p-value from sgr (i) is below 0,05, so model of sgr (i) depicts fixed effect model. on the other hand, p-value from sgr (ii) is above 0,05, so sgr (ii) model can be regarded as random effect model. nevertheless, the treatment for classic assumption test for both models should be different. the initial tests that have to be conducted for each industry number of observation mean std. deviation min. max. steel & mining, chemical 117 -1,026 1,072 -9,403 1,857 tellecomunication, tv & broadcasting 126 -1,053 0,931 -9,849 0,291 textile 63 -0,202 5,392 -9,620 40,666 source: data processing (2020) table 4 descriptive statistics for sgr (ii) on specific industries industry number of observation mean std. deviation min. max. agriculture 54 0,078 0,473 -1,260 2,118 automotive & airline 108 0,046 0,610 -2,782 3,796 building construction 153 0,158 0,615 -2,798 5,053 coal & consumable fuel 63 0,009 0,588 -1,000 2,866 electrical & software 72 0,144 0,345 -1,000 1,476 f&b 135 0,131 1,518 -10,648 11,973 miscellaneous 144 0,234 3,230 -3,241 38 logistics 81 -0,103 0,325 -1,000 0,220 oil & gas 126 -0,190 1,830 -20,073 1,125 real estate 198 0,132 0,620 -1,220 8,246 steel & mining, chemical 117 0,001 0,259 -1,000 1,054 tellecomunication, tv & broadcasting 126 0,102 1,338 -10,884 7,066 textile 63 -0,011 0,670 -3,346 2,210 source: data processing (2020) table 3 descriptive statistics for sgr (i) on specific industries (continued) 98 the winners, vol. 21 no. 2 september 2020, 93-100 model are heteroscedasticity test, the autocorrelation test using the wooldridge test (wt) method, and the cross-dependence test using pesaran’s test. the balanced panel data is used so that it can be tested using pesaran’s test. in this research, the autocorrelation problem is solved simultaneously with the heteroscedasticity and cross-dependence problem. handling for heteroscedasticity, autocorrelation, and cross-dependence problems are conducted simultaneously, using cluster-robust regression standard errors. the regression results generated using this method have eliminated heteroscedasticity, autocorrelation, and cross-dependence on the model. the regression results can be divided into two models. model in equation (1) where sgr (i) as dependent variable and model in equation (2) where table 6 correlation matrix for all variables sgr 2 sgr1 ato sg tag rr npm roe roa fl infl. sgr2 1,00 sgr1 0,01 1,00 ato -0,10 0,01 1,00 sg -0,02 0,02 0,14 1,00 tag 0,04 -0,00 -0,24 -0,06 1,00 rr 0,01 0,00 -0,00 -0,00 -0,04 1,00 npm 0,23 0,00 -0,10 0,01 0,00 0,02 1,00 roe 0,55 0,00 -0,12 -0,06 0,02 0,00 0,38 1,00 roa 0,41 -0,00 -0,18 -0,09 0,00 -0,00 0,45 0,68 1,00 fl -0,19 -0,01 0,06 0,01 0,00 -0,11 -0,06 -0,23 -0,11 1,00 infl. 0,01 0,02 -0,03 0,04 -0,02 -0,01 -0,01 -0,02 -0,02 -0,03 1,00 source: data processing (2020) table 7 applicability of model dependent variabel probability > chi-square sgr (i) 0,0172 sgr (ii) 0,0743 source: data processing (2020) table 8 regression result variable sgr (i) sgr (ii) sign of coefficient p value coefficient p value ato 0,697 + 0,539 roa 0,350 + 0,939 sg 0,020* + 0,633 tag + 0,896 0,643 rr 0,042* + 0,542 npm 0,639 + 0,107 fl 0,160 0,052 roe 0,041* + 0,000* inflation + 0,080 + 0,333 prob. f 0,0000 prof f 0,0000 r squared 0,0062 wald chi2 36,89 source: data processing (2020) 99sustainable growth rate model..... (vina christina nugroho) sgr (ii) as dependent variable in model 2. variable ato, roa, sg, tag, rr, npm, fl and roe can be regarded as internal factor, whereas, inflation is the external factor. based on descriptive statistics on specific industries (table 3 & 4), portfolio of proposed determinants (table 2 panel a & b) and the regression result (table 8), it can be concluded that sgr calculations from two different approach lead to an opposite or unsimilar result. this result contradicts with previous research by arora et al. (2018) in india manufacturing firm from 1998 to 2014. even though their research shows inconsistent result from both models, both patterns of proposed determinants, descriptive statistics and coefficient from regression result show the similar pattern and same direction from both models. this happens due to high correlation matrix among two different sgr on their research. meanwhile, in this research, correlation matrix between sgr (i) and sgr (ii) is quite low (0,019). thus, with this low correlation from both dependent variable, it is not a question that it leads to contradict result from all of those calculations. it is found out that first hypothesis is not rejected. each year, from 2011 to 2019, sgr (i) and sgr (ii) are regressed against different determinants. as a result, only roe significantly influence on both sgr models, but the coefficient from both model contradicts towards each other. therefore from sgr (i) model, roe negatively affect sgr, whereas from sgr (ii), roe positively affect sgr. from those both definition of sgr and roe, it is considered not a surprise that roe significantly affects sgr (regardless negative or positive sign) since roe is considered as the capability of firm to effectively manage company’s assets to create profits. this in line the definition of sgr. companies that manage their assets effectively are mostly capable of maximizing sales without increasing cost. however, a negative sign is also possible if a firm increases their income and sales without capability of managing the usage of financial resources. in short, their roe can be high, but their srg will decrease. ato, roa, tag and fl give no significant effect toward sgr in both models. this results also supported by arora et al. (2018) and wang et al. (2019) pointing out that roe has positive and significant impacts toward sgr. exceedingly high roa, ato and tag can indicated the inefficient use of assets. in some previous research, npm positively gives significant effect towards sgr in both models. while in this research, there is no significant effect of npm towards sgr. therefore, it can be stated that the second hyphotesis is rejected. inflation seems has no impact on both models, which is in line with previous research by arora et al. (2018) and higgins (2015). sales growth has a significant negative impact towards sgr (i), but no impact on sgr (ii). this negative relationship between sg and sgr occurs because firm may get an increased sales without being capable of managing or cutting their costs. this result contradicts kijewska (2016), which states that if growth exceeds the financial resources necessary to maintain their sgr, the company have to seek additional financing either through retained earnings (internal financing) or through issuing new shares or borrowing (external financing). this condition has not happened in indonesia since many firms in indonesia are considered incapable of maintaining sales growth meanwhile balancing their sgr. profit retention ratio or rr seems to have negative significant impact towards sgr (i). this result in line with higgins (2015) pointing out that profit retention ratio affects sgr. iv. conclusions in aiming to address the variations of sgr calculations, the result of the research shows that there is an inconsistent result between two methods table 9 descriptive statistics all variables variable number of observation mean std. deviation min. max. sgr (i) 1494 -0,936 0,979 -4,460 6,352 sgr (ii) 1494 0,045 0,277 -0,666 0,678 ato 1494 0,049 0,186 -2,849 2,189 sg 1494 0,114 0,779 -3,566 15,508 tag 1494 0,211 2,525 -0,947 89,388 rr 1494 3,241 12,099 -31,107 31,551 npm 1494 0,120 0,296 -0,172 1,144 roe 1494 0,054 0,171 -0,391 0,351 roa 1494 0,036 0,044 -0,046 0,126 fl 1494 2,879 2,003 1,040 8,854 inflation 1494 0,047 0,013 0,030 0,064 source: data processing (2020) 100 the winners, vol. 21 no. 2 september 2020, 93-100 occurring in public listed manufacturing firms in indonesia between 2011 until 2019, excluding service industry and financial institutions. the research concludes that sgr calculations from two different approach lead to a totally different results due to the severely correlation matrix between sgr (i) and sgr (ii). beside that, internal and external factors that can be the determinant factors of sgr is roe for both models. from sgr (i) model, roe negatively affect sgr. whereas, from sgr (ii) roe positively affect sgr. accordingly, roe occurs to give significant effects towards sgr, regardless the negative or positive sign, since roe is considered as the capability of firm to effectively manage company’s assets to generate profits. the ability to effectively manage assets will make companies capable of maximizing sales without increasing cost. however, high roe might have potential to decrease srg if a firm increases income and sales but neglects to manage the usage of financial resources. the limitation of the research comes from the low correlation of sgr models, which makes its result confusing for managers and researchers. to mitigate this confusion, managers and researches should have managed to know the objectives of sgr they want to focus on. sgr (i) promises to provide information about different determinants when industry or firm specific aspects are considered. whereas, sgr (ii) promises to provide an aggregate view of sgr, when firms are reluctant to issue new equity. references arora, l., kumar, s., & verma, p. (2018). the anatomy of sustainable growth rate of indian manufacturing firms. global business review, 19(4), 1050-1071. https://doi.org/10.1177/0972150918773002. babcock, g. c. (1970). the concept of sustainable growth. financial analysts journal, 26(3), 108-114. https:// doi.org/10.2469/faj.v26.n3.108. escalante, c. l., turvey, c. g., & barry, p. j. (2009). farm business decisions and the sustainable growth challenge paradigm. agricultural finance review, 69(2), 228-247. https://doi. org/10.1108/00021460910978706. fonseka, m. m., ramos, c. g., & tian, g. l. (2012). the most appropriate sustainable growth rate model for managers and researchers. journal of applied business research, 28(3), 481-500. https://doi. org/10.19030/jabr.v28i3.6963. gardner, j. c., mcgowan jr., c. b., & moeller s. e. (2011). using accounting information for financial planning and forecasting: an application of the sustainable growth model using cola-cola. journal of business case studies, 7(5), 9-16. https://doi.org/10.19030/ jbcs.v7i5.5599. hartono, g. c. & utami, s. r. (2016). the comparison of sustainable growth rate, firm’s performance and value among the firms in sri kehati index and idx30 index in indonesia stock exchange. international journal of advanced research in management and social sciences, 5(5), 68-81. http://www.garph. co.uk/ijarmss/may2016/7.pdf. higgins, r. c. (1981). sustainable growth under inflation. financial management, 10(4), 36. https://doi. org/10.2307/3665217. higgins, r. c. (2015). much growth can firm afford? journal financial management, 6(3), 7-16. hou, k. & robinson, d. t. (2006). industry concentration and average stock returns. the journal of the american finance association, 61(4), 1927-1956. https://doi.org/10.1111/j.1540-6261.2006.00893.x. jarvis, l. p., mayo, e. j., & lane, p. m. (1992). picking winners: solving an industrial policy problem with a sustainable growth model. international marketing review, 9(1), 19-31. https://doi. org/10.1108/02651339210009252. kijewska, a. (2016). conditions for sustainable growth (sgr) for companies from metallurgy and mining sector in poland. metalurgija, 55(1), 139-142. https://hrcak.srce.hr/141856. mamilla, r. (2019). a study on sustainable growth rate for firm survival. strategic change, 28(4), 273-277. https://doi.org/10.1002/jsc.2269. mayo, e. j. & jarvis, l. p. (1992). excessive growth in the service firm: a strategic marketing planning challenge. journal of services marketing, 6(2), 5-14. https://doi.org/10.1108/08876049210035791. platt, h. d. & platt, m. b. (1991). a note on the use of industry-relative ratios in bankruptcy prediction. journal of banking and finance, 15(6), 1183-1194. https://doi.org/10.1016/0378-4266(91)90057-s. platt, h. d., platt, m. b., & chen, g. (1995). sustainable growth rate of firms in financial distress. journal of economics and finance, 19(2), 147-151. https://doi. org/10.1007/bf02920515. wang, z., kleiner, g., bragina, z., denisov, a,. & steblyanskaya, a. (2019). russian and chinese natural gas industries: perspectives on sustainable growth. international journal of public administration, 42(15-16), 1381-1394. https://doi.or g/10.1080/01900692.2019.1645692. microsoft word 07_nila_edit_seting 58 journal the winners, vol. 13 no. 1, maret 2012: 58-65 enhancing netizen as a digital marketing activity toward strategic branding: a case study of “xyz” brand nila krisnawati hidayat; rudy tobing swiss german university edutown bsdcity, tangerang 15339, indonesia nila.hidayat@sgu.ac.id abstract this study is focused on the role of netizen in digital marketing activities to attempt the development of strategic brand of “xyz”. the purpose of this study to identify whether netizen as users have recognize the “xyz” brand as a product of internet mobile, through four variables of brand performances: delivery message, creative advertisement, product understanding, and brand association. it is also to measure users’ level of awareness to the website of “murah itu xyz”. the research methodology applied in this study is descriptive quantitative study using likert scale. the result shows that the highest level of brand performance is not only from delivery message, but it also indicates that netizen have recognized the “xyz” as internet mobile under the activity of digital marketing. in addition, users are not aware yet to the website of “murah itu xyz”. the content of the mobile advertising should be increased in the near future. keywords: netizen, digital marketing, strategic branding abstrak penelitian ini difokuskan pada peran pengguna internet dalam kegiatan pemasaran digital untuk mengembangkan merek strategis "xyz". tujuan penelitian ini yaitu untuk mengidentifikasi apakah netizen sebagai pengguna harus mengetahui merek "xyz" sebagai produk internet mobile, melalui empat variabel kinerja merek: pengiriman pesan, iklan kreatif, pemahaman produk, dan asosiasi merek. hal ini juga untuk mengukur tingkat kesadaran pengguna kepada website "murah itu xyz". penelitian ini menggunakan metodologi kuantitatif deskriptif dengan skala likert. hasil penelitian menunjukkan bahwa tingkat tertinggi kinerja merek tidak hanya dari pengiriman pesan, tetapi juga menunjukkan bahwa pengguna internet telah mengakui "xyz" sebagai internet mobile di bawah kegiatan pemasaran digital. selain itu, pengguna belum paham betul akan situs "murah itu xyz". dengan demikian, konten iklan mobile harus ditingkatkan dalam waktu dekat. kata kunci: pengguna internet, pemasaran digital, merek strategis enhancing netizen..... (nila krisnawati hidayat; rudy tobing) 59 introduction the prospect of indonesian telecommunications sector in 2012 is predicted to be stable. in fact, intense competition in the business will erode corporate profit margins. five of the largest telecommunication companies in indonesia, namely pt telekomunikasi indonesia tbk (tlkm), pt telkomsel mobile, pt indosat tbk (isat), pt xl axiata tbk (excl) and pt bakrie telecom tbk (btel), will still control 90 percents of the market. transportation and communication sector contributes very significant to the growth of indonesian gdp (faisal basri, 2010). these sectors are rapidly growing near to 80% from the total numbers of indonesian citizen which is 240 million people. potential unfair business competition may be happened among telecommunications operators in indonesia because competition among the 11 operators. however, the indonesian telecommunications regulatory body (brti) implemented a close monitoring to avoid monopoly or cartel tariff practices, for example, operators lowered the tariff too low to attract new customers. align with the decreasing number of telephone and sms use, operators began pinned their hope on the internet data packets. while these data packets internet is a source of the new most profitable revenue, having succeeded in the market-bypass applications by apple and google as the owner of the largest smart phone platform. the biggest income contribution is estimated derived from conversations (voice calls), which up to now still dominates the consumption in indonesia despite the introduction of mobile data such as sms and gprs for about 25-30 percent of its users, as well as various value added services such as content downloads and ring back tone. gprs is general packet radio services which is one of packet oriented mobile data service available to users of the 2g cellular communication systems for global system mobile communications (gsm), as well as in the 3g systems. a gprs connection is established by reference to its access point name (apn). the apn defines the services such as wireless application protocol (wap) access, short message service (sms), multimedia messaging service (mms), and internet communication services such as email and world wide web access. this data will conclude if the use of grps will be categorized as the use of internet access and the growth of people who use gprs categorized the growth of netizen. the number of netizens are for extending social groups, such as giving and receiving viewpoints, furnishing information, fostering the internet as an intellectual and a social resource, and making choices for the self-assembled communities. the use of netizen as intellectual resource can be translated as an activity in formal ways regarding to the product such as sales and marketing process, which is called as digital marketing. the term netizen is derived from the term citizen, referring to a citizen of the internet, or someone who uses networked resources. in the internet-dominated world, information that can be accessed freely and is flowing through a multi-directional network can initiate issues. considering that the internet is used by a variety of people, it should not be surprising that the spread of information in the internet often causes panic attacks. the concept of brand the definition of “brand” based on alexander chernev (2007) is the marketing tool created with purpose of differentiating a company’s offering from the competition and creating value for customer, the company, and its collaborators. on figure 1, brand interaction model is branding activities which primarily has an interest in brand strategy planning in the future. brand model is used as a guide in designing, implementing, and 60 journal the winners, vol. 13 no. 1, maret 2012: 58-65 evaluating the branding activities, including marketing communications. research about the brand needs to begin with modeling of the elements of brand equity to be measured (ike janita dewi , 2009). figure 1. brand interaction model (chandler and owen (2002; 50). the structures to design the brand strategy by kevin lane keller (2003; 560) are: (1) identify the level of brand hierarchy; (2) desire awareness and image at each hierarchy; (3) combining brand element; (4) link it with multiple products; (5) adjust to marketing program and campaign (corporate image campaign and brand line campaign). there are several elements of brand such as brand names, urls, logos, character, slogan, jingles, and packaging. urls is a uniform resouces locator which has a specify location of page on web and is also commonly reffered to domain names. in recent years, as companies clamored for space on web, the number of registered urls has increased dramatically (kevin lane keller, 2008). brand environment and communication a brand operates in an environment which consists of the elements of strategic planning cycle, market structure, cultural factor, customer motivation, and media attention altogether. brand environment is the internal analysis which is essential for gaining an understanding of how global and local brands can shape the brand expression (kogan, 2007). the issue will be business strategy, corporate culture, organizational structure, the brand’s significance to the organization and relationship between global and local brand management teams all play a role in shaping the brand expression. the external analysis findings provide new input for the internal analysis. the analysis of the brand perception, in particular provides starting point for further strategic planning david a. aaker (2001) states that there are four factors influencing the brand equity, such as brand awareness, brand association, brand loyalty, and precieved quality. brand equity is a set of assets and liabilities linked to a brand’s name and symbol that add to or subtract from the value provided by product or service to a firm and/or that firm’s customers. these elements should be actively managed. it should be recognized that their creation or maintenance requires an investment. the people and the system need to be in place so that programs that will damage them can be identified and resisted. brand awareness can be a key strategic asset as well as a sustainable competitive difference. it provides the brand with sense of familiarity. brand awareness also can be a signal of presence, commitment, and substance. brand association is anything that is directly or indirectly linked the customer memory to a brand. the product attributes and customer benefits are the association that have obvious relevance because they provide reasons to buy and thus a basis for brand loyalty. brand loyalty is a prime enduring asset to be installed to the customer by having the programs to generate brand loyalty itself. the competitors may duplicate a product or service, but they still face the task of brand market environment customer’s world brand communication enhancing netizen..... (nila krisnawati hidayat; rudy tobing) 61 making customer switch the brand. brand loyalty can be based on simple habit, preference, or switching cost. the way to build a brand can be done by disseminating better, more insigthful knowledge as well as delivering better, bigger and more sophisticated idea in business (blair et al., 2003). success criterias of a brand are: covers “international” scope (not merely national or regional); adds more value to the experience; based on a strong product foundation, built from an important universal human truth which becomes a binding agent for shared understanding of the brand; achieves multiple connection at various points of contact; manages a consistent style; demostrates a coherence in its marketing association, has a postive and optimistic tone, raises the spirits of its customer, be consistent across borders in the way it delivers the brand experience, takes a leadership position through its action in the marketplace and community, allows people to project something of themselves onto the brand. social network communities the social network service, broadly conceptualized, refers to the ways in which information and communication technologies are use to leverage, articulate, and extend social networks. the growth of social network service has garnered much attention from media and from researchers. currently, the most popular type of social network service is web-based and focused primarily on socializing activities. according to the reports by the pew internet & life project, 93% of teens use the internet and more that half (55%) of all youth use online social networking sites. blogs, which may be compared to online diaries, allow teens to express themselves in an environment free from parents, to explore their own identities, to form virtual relationship. considering the mobile phone as such a relevant technology due to its basic fuctionality as a device is one that emphasizes social connection. mobile devices are social devices which mediate social relationship, social networks and manage the circulation of culture that sustains such network. the social network service for mobile is an application that allow users to share their location and find others in their immidiate or extended social network and broadcast messages. method the purpose of this research is to find out any strong relationship between the emergence of netizen and strategic branding development. therefore, the enhancement of netizen can be a benchmark for them to create marketing activities in an attempt to develop xyz’s brand. the other reason is to identify the familiarity of blog “murah itu xyz” as a media communication within the users and company. the research approach applied in this thesis is a qualitative and inductive descriptive. it is implemented by gathering data from virtual questionaire as well as interviews. the population used for this research are the user of “xyz” brand in indonesia. the number of population is 26 million people and the sample taken are 200 respondences. the profile of netizens which become the sample of our respondents consists of 72,36% is female and 27,64% is male. the range of ages are: 19-23years old (41%), 24-35 years old (38%), >35 years old (21%). from occupation level; university students (14%), employee public sectors (6%), secondary school (16%), high school (37%), university graduate. and based on income per month, 17% have less than rp.1 million income, 38% have rp.1-3 million, and 45% have income more than rp 3 million. 62 journal the winners, vol. 13 no. 1, maret 2012: 58-65 results and discussion the growth of netizen as a part of digital marketing activities the netizen spent a large amount of their time online, utilizing the internet to engage various activities and views the internet as a source of information and for social entertainment purposes. since 2006, netizen population in indonesia have increased tenfold from 1.0% to 10.5% in 2008 (table 1). most of netizens are early adopters of technology, urban citizen and people who are 45 years old or younger. this trend is used by marketers as an effective strategy to approach the youth subculture including media excitement, affinity engagement and role play empowerment. starting from 2007, “xyz” brand is focused more on internet services for its users. it indicates that “xyz” users are the netizens. the growth of netizens are very important for “xyz” since the target markets are youth who are often communicate virtually. table 1netizen population trend year users population % growth gdp 2006 2.000.000 205.264.595 1.0% usd 570 2007 20.000.000 224.481.729 8.3% usd 1.230 2008 25.000.000 232.512.655 10.5% usd 1.925 source: marketing in indonesia, 2010 strategic branding analysis of “xyz” through internet media “xyz” is one of telephone provider from indosat established since 10 years ago as a trendsetter of multimedia mobile in indonesia. “xyz” is one of the products from indosat with the domain section of communication products such as data and voice products. the company operates 16,353 base tranceiver stations (bts) at 31 december 2009, including 2g and 3g btss or added 2,691 btss compared to the same period of last year (indosat.com). the demographic segment of “xyz” is around 14 until 34 years old of customers, with social economic condition b-d, and other criteria such as, students, young house duites, and blue collar workers which categorized as youth. the brand identity of “xyz” or the core demograpy is around 18-22 years old people, with social economic c-d. “xyz” puts their brand to the position statement of cheap, fun, and excitement. the tactical statement of “xyz” are long talk, no interuption, cheap, sms, innovative data, and community benefit. at the end, “xyz” claims their personality as young, fun, and innovative. around year 2008, “xyz” look into the market of internet or netizen who most of them are youth and up to date with technology development (mac jadalhack, 2009). on 2009, “xyz” started to do an online campaign by introducing several packages of internet mobile and telephone service. the packages are: campaign online culture, introducing internet voucher, blackberry prepaid voucher, partnership with online community such as mig33, facebook, and opera, bundling with handset called “hape on line and hape groovy”. enhancing netizen..... (nila krisnawati hidayat; rudy tobing) 63 packet data plays an important role on the increasing of xyz’s revenue which is generated from sms and grps data. based on the interview with “xyz” brand manager, the gprs data derives the biggest part on data revenue equal to 37% (tabel 2). in other words, “xyz” use the development of internet as a media to buzz their revenue. table 2the growth of internet data usage of “xyz” result growth revenue total 7% revenue sms 6% revenue data 46% hit sms 11% traffic gprs (data) 37% users gprs 19 % % gprs users from 22% to be 37% blackberry on demand 49% sales of hape online & groovy 300.000 units xyz shows its development through many achievements obtained from the market. many of its awards won by indosat are around the area of the internet products and service that they provided, mostly after indosat leads not only the voice products but also data products. the awards are; the most potential brand by swa magazine & mars (july 2002), brand with fantastic performance by tabloid marketing (august 2002), the best data services 2009, and other else. thus, the increasing of the revenue and awards of xyz received in 2009 are positive outcome of the branding strategy that they made through various internet data received by the program in indonesian society. analysis to “xyz” brand performance the result shows that the most important factor for respondents in communicating the mobile internet products and services are from the message that they got from the delivery message (3.19 ≤ µ ≤ 3.54). according to the data gathered, “xyz”company uses “endorser” to deliver the message of efficiency in using their internet access. they do so because the message is very important to convey to users so they understand the “xyz” products and internet services provided clearly. it can help the company build their brands to be acknowledged better in the community. considering the target market is the youth, “xyz” conveys the message through the advertisement more effectively with fun tagline and song. it means when respondents think about the good communication of “xyz” product, they will see the message delivery by advertisment at the first. the next important factor according to the respondents is creative advertisement (3.26 ≤ µ ≤ 3.54). the way to presence the advertisement is a second important for the respondents in communicating the product and services of internet mobile. a creative advertisement is an advertisement that can be shown through songs, logo, unique taglines, dan campaign through social websites. through the quistionaires, respondents agree if “xyz” has delivered creative advertisements through social website and unique tagline. furthermore, the respondents agree if the message from the advertisement can be grasped by the receivers and it plays on the third position 3.28 ≤ µ ≤3.52. the receivers agree if the advertisment of “xyz” has delivered a message that can be understand in public. the interval for brand association is 3.34 ≤ µ ≤ 3.37. the brand association can be determined from how famous “xyz” brand in providing good quality of products and services. the respondents agree if xyz is known as an 64 journal the winners, vol. 13 no. 1, maret 2012: 58-65 internet provider with many attractive features and high speed services. in addition, they agree if xyz has discovered more about customer’s behavior through several programs. to determine whether people recognise the internet mobile products from “xyz” is being well distributed by good communication, t-test statistic is used. it is used for the reason that the emergence of netizen is used by “xyz” as a media to create brand startegy so that the internet mobile products become a benchmark of brand “xyz”. a number of qualified samplesis taken to form t-test statistic. the result represents the opinion of 200 respondents. it is necessary to take t-test statistic to conform that the result of the respondents are qualified. hypothesis test: h0 = netizen haven’t recognised “xyz” as a product of internet mobile. (µ ≤ 3) h1 = netizen have recognised “xyz” as a product of internet mobile. ( µ > 3) based on the null hypothesis, this research is one-tail test. it is used since the population of standard deviation is unknown and it is assumed that the population is normally distributed and the number of samples are qualified to form t-test. in conclusion, netizen in jakarta agree if they have recognised “xyz” as a product of internet mobile. it indicates that “xyz” uses the emergence of netizen and internet product as their strategy to build their brand. the analysis of awareness “xyz” users to the blog of “murah itu xyz” based on the interview with “xyz”’s brand manager from 2007 until now, “xyz” focuses more on online culture program through digital socialization such as, facebook, twitter, and website “murah itu xyz”. the “xyz” users are facilitated with the blog made by the company for its users to communicate each other. the blog is called “murah itu xyz”. there are many activities can be done through this blog such as, game, information sharing about celebrity, “xyz” promotion programs, photo upload, and other im activities to many school. since this blog can only be used by “xyz” users, this research would like to analyze the awareness of “xyz” users in jakarta to this facility. there are four factors of awareness, such as familiarity of the product, presence of the product, commitment to the product, and substance of the product. an analysis is done based on the quistionaire with six questions about awareness of “xyz” users to the blog “murah itu xyz”. from 200 quistionnaires that have been distributed, 72 people (36%) use “xyz” as their handphone provider. the factors about awareness are assessed with confidence interval of “xyz” users to the website “murah itu xyz”. poin 1 means strongly not agree and point 5 means strongly agree. from the source taken, some users are categorized not so familiar with the blog "murah itu xyz". however, the other part of users are familiar with the existence of the blog (2.72 ≤ µ ≤ 3.34). the blog “murah itu xyz” also does well presented since the result gathered is (2.19 ≤ µ ≤ 2.77). many users of “xyz” did not know if there is a blog facilitated for “xyz” users called blog “murah itu xyz” that can provides benefits for them to communicate each other. if so, they will be interested in joining as a member of that blog. that is why the result of commitment to blog “murah itu xyz” categorized as high (3.26 ≤ µ ≤ 3.87). since many users do not know the presence of blog, they did not know how to operate the blog and do not know the features inside. the substance of the blog is from 2.50 ≤ µ ≤ 2.99. this is a low point that shows us if the users of “xyz” did not agree of the substance of blog “murah itu xyz”. the respondent from “xyz” users agree if they have ever heard abouth the blog “murah itu xyz”, but they do not know if it is a facility provided by “xyz” for its customers. enhancing netizen..... (nila krisnawati hidayat; rudy tobing) 65 that is why they do not know the substance of blog “murah itu xyz”; such as the features, how to use the blog, and so on. hypothesis test: h0 = respondents are not aware to the blog “murah itu “xyz””. (µ ≤ 3) h1 = respondents are aware to the blog “murah itu “xyz””( µ > 3) based on the null hypothesis, this research is one-tail test. it is used since the population of standard deviation is unknown and it is assumed that the population is normally distributed and the number of samples qualified to form t-test. conclusion in conclusion, many users of “xyz” are not aware to the blog “murah itu xyz” as their facility to communicate each other virtually. some users of “xyz” have ever heard about blog “murah itu xyz” but they do not know in detail the features and services given. in addition, facing the tough competition in communication business, it is a must for “xyz” to always keep up with new stategy and innovative products and services. therefore, any active effort to connect and communicate to netizen will be necessary through media so that they are familiar to interact with. references aaker, david. a. (2004). brand portfolio strategy. new york: simon & schuster. blair, m., armstrong, r., murphy, m. 2003, the 360 degree brand in asia. new jersey: john willey & sons. chernev, alexander. (2007). strategic marketing analysis. london: brightstar media. dewi, ike janita. (2009). creating and sustaining brand equity. yogyakarta: amara books. jadalhack, mac. leaders in mobile internet. retrieved 30 september 2009 from http://www.pocketberry.com/2009/09/30/blackberry-beats-the-iphone-in-indonesia/. keller, kevin lane. (2003). strategic brand management. kogan, konstantin. (2007). supply chain management. springscience. swa magazine and mars. (2002). the most potential brand. jakarta: swa magazine. tabloid marketing. (august, 2002). brand with fantastic performance. jakarta: tabloid marketing microsoft word 01_mn_shelvy kurniawan_the influence.docx     the influence of green marketing..... (shelvy kurniawan)     85  the influence of green marketing on green satisfaction mediated by perceived quality and its impact to green trust in injection motorcycle shelvy kurniawan school of business management, bina nusantara university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 shelvy_kurniawan2402@yahoo.com abstract currently, motorcycle manufacturers are increasingly motivated to replace their motorcycle into fuel injection products. the growing concern from the consumers to the environment and the regulations of emission standards, that is euro 3, for motorcycle industry is being finalized in the ministry of environment in order to be implemented in indonesia. through this research, the writer will examine the effect of green marketing on perceived quality, green satisfaction, and green trust, the effect of perceived quality on green satisfaction, and the effect of green satisfaction on green trust. those effects needs to be investigated in order to know how far the effects of green marketing and to ensure whether green marketing is well accepted or not by the market in motorcycle industry. scope of this research is also limited to the user of fuel injection motorcycle in jakarta for honda and yamaha who involved as decision maker when the motorcycle is purchased. sampling technique used in this research is quota sampling and the analysis method is structural equation modeling (sem). the findings of this research are: green marketing has a significant direct effect on perceived quality, perceived quality has a significant direct effect on green satisfaction, green satisfaction has a significant direct effect on green trust, green marketing has a significant direct and indirect effect on green satisfaction, and green marketing has a significant direct and indirect effect on green trust. all of those effects are found to be positive effects. keywords: green marketing, perceived quality, satisfaction, trust abstrak saat ini produsen sepeda motor makin termotivasi untuk menggantikan sepeda motor mereka menjadi produk injeksi. berkembangnya perhatian dari konsumen terhadap lingkungan dan peraturan standar emisi, euro 3, untuk industri sepeda motor sedang diselesaikan di kementerian lingkungan hidup untuk diimplementasikan di indonesia. melalui penelitian ini, penulis menguji pengaruh green marketing pada persepsi kualitas, green satisfaction, dan green trust; pengaruh persepsi kualitas terhadap green satisfaction; dan pengaruh green satisfaction pada green trust. efek tersebut perlu diteliti untuk mengetahui sejauh mana pengaruh green marketing dan untuk memastikan apakah green marketing diterima dengan baik atau tidak oleh pasar di industri sepeda motor. lingkup penelitian ini juga terbatas pada pengguna sepeda motor injeksi di jakarta untuk honda dan yamaha yang terlibat sebagai pengambil keputusan ketika sepeda motor mereka dibeli. teknik yang digunakan dalam penelitian ini adalah quota sampling dan metode analisis adalah model persamaan struktural (sem). temuan dari penelitian ini adalah green marketing memiliki pengaruh langsung yang signifikan terhadap persepsi kualitas; persepsi kualitas memiliki pengaruh langsung yang signifikan terhadap green satisfaction; green satisfaction memiliki pengaruh langsung yang signifikan terhadap green trust; green marketing memiliki pengaruh langsung dan tidak langsung yang signifikan terhadap green satisfaction; dan green marketing memiliki pengaruh langsung dan tidak langsung yang signifikan terhadap green trust. semua pengaruh yang ditemukan tersebut adalah pengaruh yang bersifat positif. kata kunci: green marketing, persepsi kualitas, kepuasan, kepercayaan 86 journal the winners, vol. 15 no. 2, september 2014: 85-94  introduction in current era, concern for the environment is increasing from time to time where it also contributes to the growing trend of green marketing, including the creation of environmentally friendly products. the growing trend of green marketing is supported by tiwari, tripathi, srivastava, & yadav (2011) which stated, “there is growing interest among the consumers all over the world regarding protection of environment. worldwide evidence indicates people are concerned about the environment and are changing their behavior. as a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services”. green marketing in motorcycle industry is visible from the emergence of fuel injection motorcycle. motorcycle manufacturers are increasingly motivated to replace their motorcycle into fuel injection products, because the regulations of emission standards, that is euro 3, for motorcycle industry is being finalized in the ministry of environment in order to be implemented in indonesia, where euro 3 is one solution to minimize environmental pollution (aisi, 2012), and injection motorcycle can be the solution for motorcycle industry in reducing emissions to the environment (astra-honda, 2012). currently, the dominant players in motorcycle industry are honda and yamaha, where both of them takes 92% from total market (both injection and carburetor) jan-aug 2012 (aisi, 2012). the wholesales of injection motorcycle of two dominant players in motorcycle industry (honda and yamaha) are shown in table 1. from that number, currently the fuel injection wholesales of honda and yamaha is only about 30% from their total wholesales. table 1 fuel injection wholesales in 2012 between honda and yamaha brand fuel injection (jan-aug 2012) fuel injection + carburetor (jan-aug 2012) fuel injection/ total wholesales honda 565,953 2,707,804 21% yamaha 753,427 1,629,026 46% total 1,319,380 4,336,830 30% source: aisi (2012) the researcher argued that how consumers perceive the quality of green marketing is essential to be investigated in order to determine whether the implementation of green marketing is well accepted or not. the researcher will investigate, the influence of green marketing on green satisfaction which is mediated by perceived quality and its impact to green trust in injection motorcycle. honda and yamaha as the dominant players in motorcycle industry will be studied to represent the motorcycle industry. moreover, scope of this research is also limited to the user of fuel injection motorcycle in jakarta who involved as decision maker when the motorcycle is purchased. the researcher will examine the effect of green marketing on perceived quality, green satisfaction, and green trust, the effect of perceived quality on green satisfaction, and the effect of green satisfaction on green trust. those effects needs to be investigated in order to ensure whether green marketing is well accepted or not by the market in motorcycle industry.     the influence of green marketing..... (shelvy kurniawan)     87  literature review green marketing according to wang & tung (2012), “the biggest difference between green and traditional marketing is that in green marketing, the needs and principles of environmental protection are considered in the marketing 4 p activities, to satisfy the demands of society and consumers”, then bhattacharya (2011) explained, “conventional marketing has self-centered approach, while green marketing has a social cost-benefit approach inclined towards environmental conservation”. polanski (1994 as cited in tiwari, tripathi, srivastava, & yadav, 2011) explained, "green or environmental marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment". based on previous explanation about green marketing, the researcher defines green marketing as implementation of marketing mix elements by considering green factor in order to fulfill consumer’s needs and wants to minimize harmful impact on the environment which is caused by its marketing activities. green marketing in this research is measured by marketing mix elements. in this research, the researcher is going to investigate marketing mix for product category which consist of 4p elements: product, price, place, and promotion (mccarthy as cited in kotler & keller, 2012). perceived quality according to american society for quality, “quality is the totally of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs” (kotler & keller, 2012). mitra & golder (2006) explained, “perceived quality is the overall subjective judgment of quality relative to the expectation of quality”. based on previous explanation, the researcher defines perceived quality as the consumer evaluations of the quality of a product that can reflect how well a product doing its function, because it is the perception of the consumer, so the result will be subjective and differ from one consumer with other consumers. furthermore, perceived quality is subjective, because assessments can be influenced by the expectations, needs and consumption situations which differ from one person to another. aaker (1991) explained that related to product quality while garvin (1984), suggests seven product quality dimensions which consists of performance, features, conformance, reliability, durability, serviceability, fit and finish. satisfaction according to kotler & keller (2012), “satisfaction reflects a person’s judgment of a product’s perceived performance in relationships to expectations”. chen (2010) in his research proposed a novel construct of satisfaction, that is green satisfaction and defined it as “a pleasurable level of consumption-related fulfillment to satisfy a customer’s environmental desires, sustainable expectations, and green needs’’. satisfaction is defined as how pleased consumers towards the performance which the consumer obtain from a product to meet needs and wants of the consumer, furthermore, in the context of green satisfaction, environmental friendly factor will be the basis for assessing whether a consumer is satisfied or not towards a product. the measurement of green satisfaction used by chen (2010) consists of four items, they are includes: “(1) you are happy about the decision to choose this brand because of its environmental commitments; (2) you believe that it is a right thing to purchase this brand because of its environmental performance; (3) overall, you are glad to buy this brand because it is environmental friendly; and (4) overall, you are satisfied with this brand because of its environmental concern”. 88 journal the winners, vol. 15 no. 2, september 2014: 85-94  trust zboja and voorhees (2006) explained that trust exists, “when one party has confidence in an exchange partner’s reliability and integrity”. hart and saunders (1997 as cited in chen, 2010) stated, “trust is a level of the confidence that another party would behave as expected”. delgado-ballester (2004) explained, “brand trust is conceptualized as the confident expectation of the brand’s reliability and intentions in situations entailing risk to the consumer”. chen (2010) in his research proposed a novel construct of trust, that is green trust and defined it as “a willingness to depend on a product, service, or brand based on the belief or expectation resulting from its credibility, benevolence, and ability about its environmental performance’’. based on previous explanation, the researcher defines brand trust as belief that a brand has ability and desire to fulfill what has been promised and has intention to always be ready to serve the needs of customers, including when there are problems associated with the use of the brand, furthermore, in the context of green trust which will be studied in this research, environmental friendly factor will be the basis for assessing whether a consumer is trust or not towards a product. discussing trust in relation to green concept or what being called as green trust, it is measured through five items of question (chen, 2010), they are includes: “(1) you feel that this brand’s environmental commitments are generally reliable; (2) you feel that this brand’s environmental performance is generally dependable; (3) you feel that this brand’s environmental argument is generally trustworthy; (4) this brand’s environmental concern meets your expectations; and (5) this brand keeps promises and commitments for environmental protection”. figure 1 theoretical framework source: the writer (2012) method this study is descriptive study. unit of analysis in this study is the individual, they are the users of fuel injection motorcycle who participating in decision-making when the bike was purchased. time horizon for the study is cross-sectional. the researcher uses both primary and secondary data. data collection method used in this study is through literature search and questionnaire. the sampling design used in this study is quota sampling. the sample size used in this study is determined based on several considerations in determining the sample size in structural equation modeling (sem). according to kelloway and marsh et. al., the sample size for sem is at least 200 observations (riduwan and kuncoro, 2008). then, joreskog and sorbom explained about the minimum sample size needed in structural equation based on number of variables researched as stated in table 2. green trust (gt) green satisfaction (gs) perceived quality (pq) green marketing (gm)     the influence of green marketing..... (shelvy kurniawan)     89  table 2 minimum sample size and number of variables number of variables minimum sample size 3 200 5 200 10 200 15 360 20 630 25 975 30 1395 source: riduwan and kuncoro (2008) in this research, the researcher studies four variables, they are green marketing, perceived quality, green satisfaction, and green trust. based on information in table 2, the sample size which is needed is 200 samples. in addition, this research will use structural equation modeling with maximum likelihood as the method if the normality assumption is fulfilled or robust maximum likelihood to correct non normal data. according to hair et. al, the minimum sample size used in maximum likelihood is around 100-200 samples (ghozali and fuad, 2008). based on several previous considerations, 200 samples will be used for this research. the quota is based on the fuel injection wholesales of honda and yamaha from january to august 2012. the quota is presented in table 3. table 3 samples composition source: the researcher (2012) structural equation modeling (sem) in this study will be processed using linear structural relationship (lisrel). results and discussion analysis of structural equation 1 pq = 0.59*gm, errorvar.= 0.65 , r² = 0.35 (0.10) (0.15) 5.63 4.22 hypothesis 1: green marketing has a significant direct effect on perceived quality t-value = 5.63 > 1.96, so green marketing has a significant direct effect on perceived quality. it can be observed that it is a positive effect with the positive sign in front of t-value (5.63). estimation value of 90 journal the winners, vol. 15 no. 2, september 2014: 85-94  0.59 means that if there is an increase in the assessment of green marketing by one unit, then the assessment of perceived quality will increase by 0.59. analysis of structural equation 2 gs = 0.45*pq + 0.51*gm, errorvar.= 0.26, r² = 0.74 (0.083) (0.084) (0.052) 5.45 6.12 4.96 hypothesis 2: perceived quality has a significant direct effect on green satisfaction t-value = 5.45 > 1.96, so perceived quality has a significant direct effect on green satisfaction. it can be observed that it is a positive effect with the positive sign in front of t-value (5.45. estimation value of 0.45 means that if there is an increase in the assessment of perceived quality by one unit, then the assessment of green satisfaction will increase by 0.45. hypothesis 3: green marketing has a significant direct effect on green satisfaction t-value = 6.12 > 1.96, so green marketing has a significant direct effect on green satisfaction. it can be observed that it is a positive effect with the positive sign in front of t-value (6.12). estimation value of 0.51 means that if there is an increase in the assessment of green marketing by one unit, then the assessment of green satisfaction will increase by 0.51. r2 = 0.74 means that green marketing and perceived quality together affecting green satisfaction by 74% and the other 26% were influenced by other variables outside of the study. analysis of structural equation 3 gt = 0.72*gs + 0.21*gm, errorvar.= 0.21 , r² = 0.79 (0.098) (0.10) (0.056) 7.27 2.08 3.74 hypothesis 4 : green satisfaction has a significant direct effect on green trust t-value = 7.27 > 1.96, so green satisfaction has a significant direct effect on green trust. it can be observed that it is a positive effect with the positive sign in front of t-value (7.27). estimation value of 0.72 means that if there is an increase in the assessment of green satisfaction by one unit, then the assessment of green trust will increase by 0.72. hypothesis 5 : green marketing has a significant direct effect on green trust t-value = 2.08 > 1.96, so green marketing has a significant direct effect on green trust. it can be observed that it is a positive effect with the positive sign in front of t-value (2.08). estimation value of 0.21 means that if there is an increase in the assessment of green marketing by one unit, then the assessment of green trust will increase by 0.21. r2 = 0.79 means that green marketing and green satisfaction together affecting green trust by 79% and the other 21% were influenced by other variables outside of the study.     the influence of green marketing..... (shelvy kurniawan)     91  table 4 indirect effect latent variable green marketing green satisfaction 0.27 (0.06) 4.17 green trust 0.56 (0.10) 5.78 source: the researcher (2012) hypothesis 6 : green marketing has a significant indirect effect on green satisfaction t-value = 4.17 > 1.96, so green marketing has a significant indirect effect on green satisfaction. it can be observed that it is a positive effect with the positive sign in front of t-value (4.17). estimation value of 0.27 means that if there is an increase in the assessment of green marketing by one unit, then the assessment of green satisfaction will increase by 0.27. hypothesis 7 : green marketing has a significant indirect effect on green trust t-value = 5.78 > 1.96, so green marketing has a significant indirect effect on green trust. it can be observed that it is a positive effect with the positive sign in front of t-value (5.78). estimation value of 0.56 means that if there is an increase in the assessment of green marketing by one unit, then the assessment of green trust will increase by 0.56. based on previous hypotheses testing, the researcher produces the following analysis: (1) total effect of green marketing on the green satisfaction is 0.78, where the value is the sum of direct effect (0.51) and indirect effect (0.27) of green marketing on green satisfaction. (2) total effect of green marketing on the green trust is 0.77, where the value is the sum of direct effect (0.21) and indirect effect (0.56) of green marketing on green trust. figure 2 effect of green satisfaction on green trust source: the researcher (2012) green trust (gt) green satisfaction (gs) perceived quality (pq) green marketing (gm) 0.72 0.21 0.45 0.59 0.51 92 journal the winners, vol. 15 no. 2, september 2014: 85-94  the score of the questionnaire which is collected by the researcher for each indicator is stated in table 5. table 5 questionnaire’s score no. questionnaire score green marketing 1. my fuel injection motorcycle reduces pollution to the environment 3.86 2. my fuel injection motorcycle produces little gas emissions than carburetor motorcycle in its class 3.99 3. my fuel injection motorcycle has affordable price 3.67 4. the price of my fuel injection motorcycle is proportionate with its quality 3.91 5. i can find dealers who sell my fuel injection motorcycle easily 4.06 6. i can find dealers which provide maintenance for my fuel injection motorcycle easily 3.82 7. when making a purchase, i can get my fuel injection motorcycle easily because the dealer has inventory to be sold 3.74 8. the motorcycle company holds seminars or conferences related to the technology of fuel injection motorcycle 3.11 9. the company/dealer advertises fuel injection motorcycle more intensive than carburetor motorcycle, either through brochures, television, etc 3.83 10. sales force of dealers direct me to buy fuel injection motorcycle by promoting it as environmentally friendly products 3.75 perceived quality 11. my fuel injection motorcycle is more powerful carburetor motorcycle in its class 3.53 12. my fuel injection motorcycle is more efficient in fuel usage than carburetor motorcycle in its class 3.96 13. features offered in my fuel injection motorcycles are not inferior to others motorcycle in the same class 3.97 14. in my opinion, i do not find any defects in my fuel injection motorcycle 3.70 15. my fuel injection motorcycle has reliable performance even though using premium fuel 3.82 16. my fuel injection motorcycle is durable motorcycle 3.72 17. the maintenance of my fuel injection motorcycle can be done easily 3.47 18. my fuel injection motorcycle is a quality motorcycle 4.03 green satisfaction 19. i am happy about the decision to choose this product because of its environmental commitments 3.91 20. in my opinion, it is a right thing to purchase this product because of its better environmental effects 4.01 21. overall, i am glad to buy this product because it is environmental friendly 4.03 22. overall, i am satisfied with this product because of its environmental concern 4.10 green trust 23. this brand’s environmental commitments are generally reliable 4.02 24. this environmental brand’s performance is generally dependable 4.06 25. i am trust with this brand's environmental campaign 4.01 26. this brand’s environmental concern meets my expectations 3.99 27. the company which produces my fuel injection motorcycle always keeps promises and commitments for environmental protection 3.86 source: the researcher (2012)     the influence of green marketing..... (shelvy kurniawan)     93  by observing the value given by the respondents to the implementation of green marketing in relation to fuel injection motorcycle, the researcher finds that the lowest score fell into the assessment of the agreement that the company or dealer held seminars or conferences related to fuel injection motorcycle technology where it seems that consumers tend to judge neutral to that statement. according to the researcher’s observation, the companies in motorcycle industry, has carried out seminars related injection motors, but tend to reach out to a specific community, such as journalists, bloggers, or motorcycle clubs, so it is possible that the respondents in this study is not yet reachable by seminars related to fuel injection motorcycle. in relation to the perceived quality variable, the lowest rating given by consumers falls on the maintenance of fuel injection motorcycle which can be done easily. this indicates that consumers have not fully agreed for the ease of fuel injection motorcycle maintenance. discussing about satisfaction & trust of injection motorcycle, the researcher found that the respondents agreed that they are satisfy with green factors in fuel injection motorcycle, where the average point given by the respondents is 4.0125 (average score from 4 indicators). the same finding also found in green trust variable, where the average score of five indicators of green trust given by the respondent is 4.006, this indicates that they are at agreed level that they believe to environmentally friendly nature of fuel injection motorcycle. conclusion green marketing has a significant direct effect on perceived quality, perceived quality has a significant direct effect on green satisfaction, green satisfaction has a significant direct effect on green trust, green marketing has a significant direct and indirect effect on green satisfaction, and green marketing has a significant direct and indirect effect on green trust. all of those effects are found to be positive effects. for green marketing mix variable, the lowest rating is fall into the statement that the company or dealer held seminars or conferences related to fuel injection motorcycle technology. for perceived quality variable, the lowest rating is fall into the statement that the maintenance of fuel injection motorcycle which can be done easily. from the assessment of green satisfaction and green trust indicator, the researcher finds that users are on agree level that they are satisfy and believe to environmentally friendly nature of fuel injection motorcycle. by observing on the lowest rating given to green marketing indicator that is to the agreement that the company or dealer held seminars or conferences related to fuel injection motorcycle technology, the researcher propose that motorcycle industry needs to be more intense in conducting seminar or training related to injection motorcycle. in relation to the seminar or training which is proposed to be conducted to be more intense in previous point, the researcher propose that the seminar or training should be more emphasize on the ease of maintenance of the motor by considering that the respondent still gave the lowest score for ease of maintenance in perceived quality variable. future research can apply this research in different scope of study, for example in different coverage area.this research topic can be investigated again as comparative study among different brands. furthermore, the result can be not only for a reference of comparative study among different brands, but also can be compared to industry results. because motorcycle is included as high involvement products, future research can study the same topic in low involvement products in order to compare the effects resulted by green marketing. if the result is the same, so the effect of green marketing to perceived quality, green satisfaction, and green trust can be generalized for the body of knowledge in marketing. 94 journal the winners, vol. 15 no. 2, september 2014: 85-94  future research can also be done to ensure whether the significance effect of green marketing to perceived quality, green satisfaction, and green trust, can influence the users to do word of mouth of the products, because green products is just beginning to evolve, so it can be very useful if injection motorcycle can get positive word of mouth. references aaker, d. a. (1991). managing brand equity: capitalizing on the value of a brand name. new york: simon & schuster inc. asosiasi industri sepeda motor indonesia (aisi). (2012). acara diskusi interaktif “kesiapan industri sepeda motor indonesia menuju standar euro-3 yang ramah lingkungan dan hemat bbm”. retrieved july 7, 2012, from http://www.aisi.or.id/news/detail/read/acara-diskusi-interaktifkesiapan-industri-sepeda-motor-indonesia-menuju-standar-euro-3-yang-rama/  asosiasi industri sepeda motor indonesia (aisi). (2012). statistic: motorcycle production wholesales domestic and exports. retrieved july 7, 2012 from http://www.aisi.or.id/statistic/  astra-honda. (2012). ahm luncurkan the all new honda beat-fi. retrieved october 15, 2012, from http://www.astra-honda.com/index.php/berita/view/446  bhattacharya, s. (2011). consumer attitude towards green marketing in india. the iup journal of marketing management, 10(4), 62-71. chen, y. (2010). the drivers of green brand equity: green brand image, green satisfaction, and green trust. journal of business ethics, 93, 307-319. delgado-ballester, e. (2004). applicability of a brand trust scale across product categories a multigroup invariance analysis. european journal of marketing, 38(5/6), 573-592. ghozali, i. & fuad. (2008). structural equation modeling: teori, konsep, dan aplikasi dengan program lisrel 8.80. semarang: universitas diponegoro. garvin, d. a. (1984). what does “product quality” really mean? sloan management review, 26(1), 25– 43. kotler, p., & keller, k. l. (2012). marketing management. fourteenth edition. england: pearson education limited. mitra, d., & golder, p. n. (2006). how does objective quality affect perceived quality? short-term effects, long-term effects, and asymmetries. marketing science, 25(3), 230–291. riduwan, & kuncoro, e. a. (2008). cara menggunakan dan memakai analisis jalur (path analysis). bandung: alfabeta. tiwari, s, tripathi, d. m., srivastava, u., & yadav, p. k. (2011). green marketing–emerging dimensions. journal of business excellence, 2(1), 18–23. wang, w. l., & tung, l. (2012). most feasible strategies for green marketing mix under business sustainable development. the business review, cambridge, 20(1), 297–303. zboja, j. j., & voorhees, c. m. (2006). the impact of brand trust and satisfaction on retailer repurchase intentions. journal of service marketing, 20(5), 381–390. microsoft word 06_endang e._literatur kelabu.doc journal the winners, vol. 7 no. 2, september 2006: 150-163 150 manajemen literatur kelabu sebagai pendukung penelitian dan penulisan karya ilmiah endang ernawati1 abstract article explores the role of grey literature in supporting research and the writing of scientific articles in indonesia. the discussion covers introduction of grey literature terminology, forms, causes, sources, level of confidentiality, users’ view, and its development. it is concluded that the grey literature have not been well managed by its institutions; the indonesia government has paid much attention to the collection, management, and documentation of grey literature; internet development help the dissemination of grey litearature information in which users can easily access through the website; and the publication of local e-content in some universities are still in the process of development due to the copy right and facilities problems. keywords: literature management, grey literature abstrak artikel membahas peran literatur kelabu dalam menunjang penelitian dan penulisan artikel ilmiah di indonesia. lingkup bahasan adalah pengenalan, manajemen, dan pengembangan literatur kelabu, meliputi sejarah, terminologi terkait, sumber, tingkat kerahasiaan, pandangan pengguna, dan gambaran pengembangan masa depan. disimpulkan bahwa literatur kelabu belum dikelola dengan baik oleh masing-masing institusi pemroduksinya; pemerintah ri telah menaruh perhatian besar terhadap manajemen dan dokumentasi literatur kelabu; perkembangan internet ternyata membantu penyebaran literatur kelabu karena pengguna dapat mengakses lewat web sedangkan penulis literatur kelabu dengan cepat dapat mengupload informasinya ke web tanpa editing yang cermat seperti dalam penerbitan tercetak; publikasi koleksi lokal di beberapa universitas masih tetap diusahakan dengan kendala hak cipta dan sarana. kata kunci: manajemen literatur, literatur kelabu 1 library manager, universitas bina nusantara ketua forum perpustakaan perguruan tinggi indonesia ( fppti) – dki dosen universitas bina nusantara manajemen literatur... (endang ernawati) 151 pendahuluan kegiatan penelitian dan penulisan karya ilmiah meningkat seiring dengan semakin tingginya aktivitas pembelajaran di perguruan tinggi. hal itu disadari oleh banyak pengajar karena kegiatan mengajar memang memerlukan penelitian dengan berbagai tujuan, misalnya untuk mengevaluasi pemahaman materi yang diajarkan, mengetahui hubungan materi ajar dengan perkembangan industri di dalam dan luar negeri, dan mancari metodologi pengajaran yang tepat bagi materi ajar tersebut. kegiatan penelitian yang nantinya akan menghasilkan tulisan ilmiah memerlukan dukungan literatur, seperti buku (monografi), artikel jurnal ilmiah, majalah, koran, tesis, disertasi, laporan penelitian, direktori, paten, standar, dan berbagai artikel di internet. di era informasi ini, literatur dikemas tidak hanya dalam bentuk tercetak tetapi juga dalam bentuk mikro, magnetik, dan kebanyakan elektronik. walaupun keberadaan literatur telah beragam dan jumlahnya terus meningkat, ternyata sumber informasi ini belum semua dapat dipublikasikan karena berbagai kendala. jenis literatur yang belum dipublikasikan, banyak diminati, dan sulit untuk diperoleh ini adalah literatur kelabu (grey literature). literatur kelabu banyak dihasilkan oleh universitas, institusi pemerintah, maupun swasta yang belum dikelola secara baik. padahal, banyak sekali kegiatan resmi pemerintah dan swasta, seperti pembuatan kebijakan, pengembangan penelitian, produk, pemasaran, dan lain-lain yang memerlukan sumber literatur kelabu. begitu pula, perguruan tinggi negeri (ptn) dan perguruan tinggi swasta (pts) harus selalu mengembangkan bahan ajar, penelitian, dan bahkan kebijakan yang dapat bersumber dan sekaligus menghasilkan literatur kelabu, seperti skripsi, tesis, disertasi, pidato rektor, kebijakan universitas, dan lain-lain. literatur kelabu merupakan literatur yang bersifat semipublished, sulit diakses, lebih-lebih bila akan dilacak sumbernya. kebanyakan literatur itu berisi data informasi penting yang tidak dipublikasikan secara meluas. berbagai institusi pemerintah maupun non-pemerintah, sekolah tinggi, ptn, pts, dan perusahaan pemerintah maupun swasta merupakan penghasil utama literatur kelabu. sesuai dengan sebutan nama warnanya (abuabu = grey), jenis literatur itu memang sulit untuk diakses. harus ada upaya untuk mengubah sebutan warna kelabu menjadi putih yang berarti literatur kelabu tersebut dibuat menjadi jelas keberadaan dan cara aksesnya. berdasarkan kesulitan dalam mengakses literatur kelabu, artikel bertujuan menguraikan state of the art, produsen, dan penyebab keberadaan literatur kelabu; menguraikan pemanfaatan, pengembangan, dan kebijakan pemerintah berkenaan dengan semakin meningkatnya literatur kelabu tersebut; menjelaskan konsep manajemen literatur kelabu sehingga lebih mudah diakses untuk pengembangan penelitian dan penulisan ilmiah. journal the winners, vol. 7 no. 2, september 2006: 150-163 152 metodologi studi, yaitu pengumpulan data dilakukan dengan studi literatur, hasil seminar, dokumen pemerintah, dan digabungkan dengan studi lapangan, yaitu melihat praktik manajemen literatur kelabu di beberapa universitas. pembahasan pengertian literatur kelabu prytherk (1995) mendefinisikan literatur kelabu sebagai: semi published materials, for example reports, internal documents, theses, etc., not formaly published or available commercially, and consequently difficult to trace bibliographically. definisi itu menggambarkan secara tepat istilah literatur kelabu. dikatakan bahwa literatur kelabu tidak dipublikasikan secara besar-besaran sehingga sulit dilacak secara bibliografis. untuk lebih memahami arti literatur kelabu, terdapat beberapa pengertian sebagai berikut. british library menyebutkan bahwa literatur kelabu adalah dokumen yang tidak terjual bebas sehingga sangat sulit untuk diidentifikasikan dan diperoleh. afnor (association francaise de normalisation) menggambarkan literatur kelabu sebagai dokumen yang diketik atau dicetak yang diproduksi untuk kalangan terbatas, di luar jalur penerbitan resmi maupun sistem penyebaran yang berlaku. literatur kelabu juga mempunyai keterbatasan data bibliografi. simpulannya, literatur kelabu adalah bentuk dokumen/literatur yang dicetak, diterbitkan, dan disebarluaskan secara terbatas. biasanya, kodifikasi bibliografi dan penyuntingannya tidak dilakukan secara benar sehingga sulit untuk diakses apalagi untuk memperoleh literatur pendukung tulisan tersebut. simpulan itu mengakibatkan dua masalah sebagai berikut: bagaimana usaha untuk mengumpulkan literatur kelabu? bagaimana menentukan tingkat “kerahasiaan” literatur kelabu tersebut. bentuk literatur kelabu bentuk dokumen literatur kelabu yang sering dijumpai sebagai berikut: prosiding konferensi, seminar, lokakarya; skripsi, tesis, dan disertasi; laporan tahunan; laporan perkembangan (progress report); interim report; data sheet, manual; goverment publication. karya ilmiah merupakan luaran kegiatan penelitian dan pengembangan yang membutuhkan dukungan data dan informasi dari literatur kelabu, dalam arti karya ilmiah lain yang tidak dipublikasikan secara komersial. dukungan informasi tersebut diperlukan untuk memaparkan masalah dan pemecahan masalah yang menggunakan metode ilmiah tertentu sehingga diharapkan hasil atau simpulannya memberikan sesuatu yang baru dan berharga bagi dunia ilmu pengetahuan. jelaslah, penyusunan karya ilmiah membutuhkan akumulasi dan proses repackaging informasi yang menghasilkan informasi baru. manajemen literatur... (endang ernawati) 153 peranan literatur kelabu dalam mendukung analisis karya ilmiah tersebut sehingga menjadi lebih berbobot dibandingkan dengan yang lain karena adanya informasi tambahan yang sulit diperoleh, yaitu literatur kelabu. penyebab munculnya literatur kelabu rifai (1995) menyebutkan faktor utama penyebab terbentuknya literatur kelabu sebagai berikut. pertama, ketidakmapanan tradisi menerbitkan. banyak penulis merasakan sulit dan lamanya proses mempersiapkan naskah sehingga layak terbit apabila mereka mengirim naskah ke penerbit. kebanyakan penulis enggan melalui proses itu karena malas mengubah naskah mereka sesuai dengan saran pakar yang meneliti isi dan penyunting yang mengoreksi bahasa dan format naskah. dengan demikian, mereka lebih suka membiarkan karya mereka apa adanya di universitas atau di institusi sehingga sulit diakses. literatur kelabu banyak dijumpai di lingkungan biro penelitian dan pengembangan hanya sebagai laporan terketik dengan eksemplar yang terbatas. format dan isi laporan tidak standar, dengan atau tidak ada penyuntingan, misalnya makalah seminar, proses penelitian di laboratorium, notulen rapat kerja, laporan perjalanan, berbagai surat keputusan, sambutan, kumulasi data mentah, draft buku, petunjuk kerja, dan bahan ajar. kedua, kurangnya tekanan lingkungan untuk membudayakan terbitan sebagai hasil akhir kegiatan, terutama kegiatan penelitian. komunikasi lisan adalah budaya yang paling sering dilakukan oleh banyak orang di indonesia, baik dari tingkat keluarga yang banyak dilakukan dengan memberikan cerita kepada anak menjelang tidur, memberi nasehat, dan lain-lain. tanpa disadari, hal itu sebagai faktor pemicu tumbuhnya literatur kelabu. pendokumentasian hasil pertemuan ilmiah juga menghasilkan literatur kelabu. berbagai pertemuan ilmiah banyak menghasilkan makalah dan sambutan yang dibacakan di hadapan peserta kegiatan ilmiah. pihak penyelenggara lebih senang apabila kumpulan makalah tersebut segera diterbitkan menjadi suatu prosiding, entah untuk dijual atau dikirimkan pada peserta pertemuan tersebut. akibatnya, makalah tersebut tidak disunting sebagaimana layaknya pengolahan naskah. misalnya, penyusunan prosiding hanya mengurutkan makalah sesuai dengan jadwal pertemuan, urutan sambutan penyelenggara, hasil diskusi, daftar peserta, rekomendasi (kalau ada), dan beberapa foto. kebanyakan penyunting atau redaksi yang terpampang namanya tidak sempat berfungsi dalam mengelola kemapanan penerbitan..penyebaran prosiding tersebut juga tidak ditangani secara cermat sehingga keberadaannya sulit dilacak oleh kalangan ilmiah yang akan mempergunakan informasi di dalam prosiding tersebut untuk mendukung penelitian dan penulisan ilmiah. kesulitan pelacakan tersebut menyebabkan prosiding tersebut termasuk literatur kelabu. journal the winners, vol. 7 no. 2, september 2006: 150-163 154 kemajuan fasilitas telekomunikasi dan komputer mikro menyebabkan semakin beragamnya terbitan elektronik, misalnya kompasnet, gatranet. media elektronik tersebut dapat dinikmati oleh sebagian besar ilmuwan dengan fasilitas internet. konsekuensinya, penyediaan berita secara cepat menyebabkan munculnya literatur berkategori kelabu karena persyaratan efisiensi dan ketepatan keberkalaan yang dikejar oleh teknologi. jadi, naskah atau berita tersebut tidak disunting dengan baik, format tidak teratur/standar, tidak didaftarkan pada sistem penerbitan nasional serta kodifikasi yang tidak jelas. sumber kepustakaan kelabu sumber kepustakaan kelabu berasal dari lembaga berikut. pertama, lembaga penelitian dan pengembangan, dengan luaran berupa laporan penelitian, artikel yang tidak dipublikasikan, proposal penelitian, komersialisasi hasil penelitian, prosiding seminar dan pertemuan ilmiah lain. kedua, perguruan tinggi dan lembaga pendidikan, seperti bahan ajar, notulen rapat, buku teks dosen lokal, skripsi, tesis, disertasi, pidato rektor, pidato pengukuhan. ketiga, pertemuan ilmiah: prosiding, notulen. keempat, pemerintah: dokumen pemerintah. kelima, badan pemerintah dan swasta: laporan tahunan, laporan teknis, program komputer buatan lokal. secara jelas, keberadaan literatur kelabu pada beberapa institusi sebagai berikut. pertama, lembaga penelitian dan pengembangan. indonesia banyak melakukan kegiatan penelitian yang menghasilkan produk berupa barang, jasa, atau teori yang berdampak pada kemajuan ilmu pengetahuan dan teknologi di indonesia. namun, harus diakui bahwa masih banyak hasil penelitian yang dihasilkan tidak sesuai standar karena kegiatan penelitian baru dalam taraf memotivasi peneliti atau dosen untuk melakukan kegiatan tersebut sehingga banyak dijumpai laporan asal jadi, tanpa analisis dan sintesis tajam, dan simpulan lengkap. format laporan tersebut biasanya tidak mengacu pada standar penulisan laporan ilmiah yang benar dan penggandaannya terbatas karena hanya sekadar sebagai pertanggungjawaban projek yang mendanai penelitian tersebut. haruslah diketahui dan disadari bahwa laporan penelitian tersebut sangat diperlukan tetapi amatlah disayangkan bahwa laporan yang tentu berguna bagi pengembangan penelitian selanjutnya tidak dapat diketahui secara luas kandungan pengetahuannya. terlebih lagi, apabila projek yang baru telah datang dan penelitian tersebut tidak ada lanjutannya maka isi informasi yang berguna tersebut dapat hilang. simpulannya, semakin lama akan semakin banyak literatur kelabu yang bertumpuk di lembaga litbang sehingg diperlukan manajemen khusus untuk menangani literatur kelabu ini. kedua, perguruan tinggi dan lembaga pendidikan tinggi lain. jenis literatur kelabu yang banyak dijumpai di perguruan tinggi (pt) adalah skripsi, tesis, disertasi, laporan teknis, dan bahan ajar. tingkat kerahasiaan dokumen itu tergantung pada kebijakan pt masing-masing. jadi, masing-masing pt dapat mengategorikan literatur kelabu ini sebagai dokumen umum, terbatas, atau rahasia. cara mengakses dokumen manajemen literatur... (endang ernawati) 155 tersebut juga beragam, ada yang memakai sistem akses terbuka tetapi ada pula yang terbatas dan memakai akses tertutup. terbitan lokal (inhouse publication) yang dihasilkan oleh perusahaan, ikatan profesi, partai politik, dan gabungan perdagangan (trade unions) adalah informasi statistik maupun perjanjian ekonomi. di lain pihak, surat-menyurat, rancangan dan pengembangan organisasi, leaflets, dan perjanjian adalah produk literatur kelabu yang dihasilkan oleh suatu perusahaan. alasan utama mengapa pemroduksi literatur kelabu (baik organisasi ataupun perseorangan) tidak menerbitkan dokumen tersebut secara resmi adalah seperti berikut. pertama, lamanya waktu pemrosesan naskah. waktu yang diperlukan dari naskah masuk ke meja redaksi sampai menjadi artikel atau buku yang diterbitkan akan memakan waktu lama. sebagai gambaran, berkala ilmiah memerlukan waktu 6--12 bulan untuk memproses artikel hingga majalah ilmiah tersebut diterbitkan sedangkan majalah ilmiah populer memerlukan waktu 3 bulan. hal itu disebabkan oleh usaha dewan redaksi untuk mempertahankan kebenaran isi tulisan tersebut, misalnya dengan jasa mitra bestari (peer group). penyuntingan naskah dari segi kebahasaan, format, serta pendokumentasian naskah (pemberian abstrak dan indeks) agar mudah diakses juga memerlukan waktu. kedua, keberkalaan terbitan. terbitan dalam bentuk jurnal atau majalah akan diterbitkan secara berkala, misalnya ada yang diterbitkan secara tahunan, tengah tahunan, kuartalan, dan triwulanan. waktu terbit ditentukan berdasarkan kesiapan mengumpulkan dan mempersiapkan naskah hingga layak terbit. penulis artikel mengirimkan naskah dengan tujuan utama untuk keperluan angka kredit untuk jabatan fungsional mereka dan imbalan honor. biasanya penulis itu telah antre lama sehingga banyak yang tidak sabar dan memutuskan naskah tidak jadi diterbitkan sehingga menjadi literatur kelabu. ketiga, pemakai yang terbatas. penulis literatur kelabu mengira bahwa laporan/hasil kerjanya hanya menarik dan berguna untuk kalangan tertentu saja sehingga mereka enggan menerbitkannya. keempat, biaya cetak yang tinggi. biaya penggandaan berupa cetak masih mahal dibandingkan fotokopi sehingga mereka memutuskan hanya digandakan sesuai dengan keperluan institusi saja. debachese (1995) menyebutkan bahwa literatur kelabu banyak ditemukan di negara yang sedang berkembang, contohnya afrika. di negara tersebut banyak ditemukan penelitian di bidang kesehatan, gizi, dan pertanian yang diterbitkan oleh pusat penelitian dan organisasi sosial yang ingin menerbitkan hasil penelitian tersebut secara murah, dalam arti kualitas kertas, penjilidan, format, dan penyuntingan yang tidak teliti. biasanya terbitan murah itu tidak disertai acuan bibliografi yang lengkap sehingga sulit dilacak dan digunakan sebagai dasar penelitian. walaupun keadaannya demikian, literatur kelabu sering menyajikan informasi yang bernilai tinggi karena faktor berikut: informasi yang dihasilkan biasanya asli dan merupakan hasil penelitian yang sangat spesisfik; dan informasi yang terbaru (current). journal the winners, vol. 7 no. 2, september 2006: 150-163 156 standar format standar nasional indonesia (sni) belum mengarah khusus untuk membakukan format literatur kelabu. apabila perkembangan sni memerlukan waktu lama standar lokal pt untuk penulisan tugas akhir misalnya skripsi s1, tesis s2, dan disertasi s3 dapat diterapkan. begitu pula standar penerbitan prosiding dan laporan penelitian dari litbang departemen, nondepartemen, maupun pt. usul keseragaman dan metode pengaksesan dilakukan oleh pdi-lipi dengan diberlakukannya pemuatan lembar data bibliografi bagi setiap terbitannya. lembar data berfungsi untuk mempermudah akses dan melengkapi informasi terbitan tersebut. contohnya sebagai berikut. lembar data bibliografi terbitan judul terbitan sari laporan penelitian dan survei klasifikasi ddc : 016.6 penyunting kamariah tambunan sarwintyas prahastuti r. nani rahayu nomor terbitan : jilid 29 nama dan alamat badan yang memperbanyak dan menyebarluaskan terbitan pdii-lipi jl. jend. gatot subroto 10, jakarta 12710 p.o box 4298, jakarta telp. 5733465, 5250719 jenis terbitan : bibliografi sponsor dan nomor kontrak pdii-lipi edisi/cetakan : pertama tahun terbitan : 2001 jumlah halaman : vi + 185 jumlah terbitan : 300 eksemplar sari (abstract) sari laporan memuat 249 sari ( abstrak) terutama terbitan 1998 dan sebelumnya. sari ini disusun menurut kelompok ilmu-ilmu sosial, ilmu-ilmu murni, dan ilmu-ilmu terapan. nomor mata anggaran atau nama proyek/kegiatan jaringan informasi ilmiah nasional tahun anggaran : 2001 kode proyek : 16.601.11020042.02.001 kolom catatan penerima terbitan penyebaran terbitan : bebas izin mengutip : bebas dengan menyebut sumber. harga : penyalur : pdii-lipi (sumber: sari laporan penelitian dan survei jilid 29, 2001) manajemen literatur... (endang ernawati) 157 tingkat kerahasiaan literatur kelabu secara umum, tingkat kerahasiaan literatur kelabu terbagi tiga, yaitu rahasia, terbatas, dan umum. selain penulis literatur kelabu sendiri dan lembaga yang memproduksi literatur kelabu, tingkat kerahasiaan itu masih perlu dikonsultasikan dengan pihak yang berwenang di bidang pemerintah, misalnya dirjen hki departemen kehakiman. parameter yang diacu untuk meningkatkan tingkat kerahasiaan literatur kelabu adalah sebagai berikut. pertama, hankam. hankam dapat dijadikan acuan penentu tingkat kerahasiaan dari segi militer dan politik, misalnya peta kekayaan tambang di indonesia. peta tambang itu dapat dikategorikan “terbatas” oleh lembaga penelitian dan pengembangan yang membiayai projek tersebut. akan tetapi, dokumen tersebut dapat berstatus “rahasia” setelah dikonfirmasikan dengan pihak hankam. kedua, pendekatan ilmu pengetahuan (scientific approach). hal itu dapat dilakukan antarlembaga penelitian yang sejenis untuk menentukan tingkat kerahasiaan literatur kelabu tersebut. ketiga, pendapatan kekayaan negara (prosperity approach). tingkat kerahasiaan literatur kelabu ditentukan oleh tinjauan dari segi ekonomi, teknologi, rekayasa, sosial, dan budaya. pandangan pengguna literatur kelabu kebanyakan pemakai beranggapan bahwa literatur kelabu sangat sulit diperoleh dari segi pengaksesan maupun perolehan dokumen. untuk meningkatkan pemakaian literatur kelabu, harus ada sinergi antara pemakai dan pustakawan. keduanya harus proaktif untuk memperoleh dokumen tersebut. perlu juga adanya “keterbukaan” dari pihak produsen literatur kelabu untuk memberikan akses dan kemungkinan perolehan materi yang tingkat kerahasiannya bersifat umum, terbatas, dan rahasia tersebut. berdasarkan manfaat literatur kelabu, perlu adanya imbauan kepada penulis literatur kelabu untuk meningkatkan kualitas tulisan dan mencari hubungan dengan penerbit agar tulisan mereka dapat diterbitkan, atau paling tidak menerbitkan dalam website pribadi setelah dilakukan penyuntingan yang baik. demikian pula, pihak perpustakaan dan dokumentalis diharapkan mampu memberi kemudahan akses terhadap dokumen tersebut bagi kalangan terbatas atau masyarakat luas. upaya peningkatan akses literatur kelabu melalui proses penerbitan akan berdampak positif pada hal berikut: tumbuhnya kelompok spesialis yang rajin mempublikasikan tulisan mereka; berkembangnya kegiatan penelitan; meningkatkan kualitas peneliti; meningkatkan fungsi litbang dengan publikasi penelitian yang dapat diakses dengan mudah; berkembangnya basis data dan pengumpulan laporan di tingkat institusi; menggalakkan organisasi profesi agar mampu berperan di dalam menumbuhkan iklim ilmiah. journal the winners, vol. 7 no. 2, september 2006: 150-163 158 penambahan nilai terhadap literatur kelabu di masa mendatang pertumbuhan literatur kelabu memang tidak dapat dibendung dan kesadaran pengguna untuk mendapatkannya semakin tinggi guna mendukung penelitian dan penyusunan bahan ajar. seorang dosen atau peneliti akan merasa lebih yakin apabila dapat memperoleh data atau informasi dari literatur kelabu, yaitu jenis informasi yang tidak dapat diperoleh secara umum di perpustakaan sehingga informasi tersebut menjadi nilai tambah bagi bahan ajar, laporan, atau karya ilmiah yang dihasilkannya. dengan bersumber literatur kelabu, seorang dosen atau peneliti akan dianggap lebih tahu dari yang lainnya sehingga peranan literatur kelabu secara strategis akan mendukung profesionalisme mereka. agar pemakaian literatur kelabu meningkat, diperlukan seperangkat instrumen sehingga data dan informasi yang tersedia dapat digunakan secara maksimal. pada beberapa negara di eropa dan amerika, literatur kelabu telah ditangani secara profesional dan dapat dijadikan komoditi. di indonesia dan negara berkembang lainnya, literatur kelabu belum banyak disebarkan dan dipublikasikan, bahkan pengelolaannya juga masih belum tertata baik. akibatnya, mungkin terjadi banyak orang yang menjadi tenar akibat membaca atau mengembangkan literatur kelabu dibandingkan dengan peneliti atau penulisnya sendiri. literatur kelabu dibutuhkan sebagai bahan pembuat kebijakan di bidang ilmu pengetahuan dan teknologi. menteri negara riset dan teknologi dari kabinet persatuan nasional tahun 2000, dr. a.s. hikam, menaruh perhatian yang sangat besar terhadap pengelolaan literatur kelabu ini. dalam keputusan nomor 44/m/kp/vii/200, beliau mengimbau penyerahan literatur kelabu kepada kantor menristek dan pdii-lipi dengan surat keputusan berikut. menteri negara riset dan teknologi republik indonesia keputusan menteri negara riset dan teknologi nomor : 44/m/kp/vii/2000 tentang penyampaian literatur kelabu (grey literature) yang berkaitan dengan ilmu pengetahuan dan teknologi menteri negara riset dan teknologi manajemen literatur... (endang ernawati) 159 menimbang 1. bahwa dalam rangka pembuatan kebijakan pembangunan ilmu pengetahuan dan teknologi diperlukan literatur kelabu (grey literature) yang berkaitan dengan ilmu pengetahuan dan teknologi; 2. bahwa dalam rangka memudahkan pembuat kebijakan dan masyarakat untuk memperoleh dokumen-dokumen tersebut perlu dilakukan pendokumentasian yang secara tertib dan terpadu; 3. bahwa untuk maksud tersebut di atas, perlu ditetapkan keputusan yang mewajibkan semua lembaga pemerintah untuk menyampaikan salinan (copy) literatur kelabu (grey literature) yang berkaitan dengan ilmu pengetahuan dan teknologi kepada kantor menteri negara riset dan teknologi. mengingat 1. keputusan presiden republik indonesia nomor 355/m tahun 1999. 2. keputusan presiden republik indonesia nomor 134 tahun 1999 tentang kedudukan, tugas, fungsi, susunan organisasi, dan tata kerja menteri negara. 3. memutuskan menetapkan : keputusan menteri negara riset dan teknologi tentang penyampaian literatur kelabu (grey literature) yang berkaitan dengan ilmu pengetahuan dan teknologi pertama setiap lembaga pemerintah yang menyimpan dan atau memiliki literatur kelabu (grey literature) berupa laporan penelitian, laporan survey, prosiding, disertasi, tesis, dan dokumen sejenisnya serta publikasi kebijakan pemerintah yang berkaitan dengan ilmu pengetahuan dan teknologi, baik yang berbentuk cetakan maupun dalam bentuk digital (digital file) diwajibkan untuk menyampaikan salinannya kepada kantor menteri negara riset dan teknologi. kedua salinan literatur kelabu (grey literature) tersebut harus disampaikan dalam 3 (tiga) rangkap, dengan ketentuan 1 (satu) rangkap akan dijadikan sebagai bahan analisis dalam pembuatan kebijakan di kantor menteri negara riset dan teknologi dan 2 (dua) rangkap lagi akan diserahkan kepada pusat dokumentasi dan informasi ilmiah (pdii) lembaga ilmu pengetahuan indonesia untuk didokumentasikan dan diinformasikan ke masyarakat luas. journal the winners, vol. 7 no. 2, september 2006: 150-163 160 ketiga penyampaian salinan literatur kelabu (grey literature) tersebut harus dilakukan paling lambat 3 (tiga) bulan setelah berakhirnya pelaksanaan penelitian atau 3 (tiga) bulan setelah publikasi diterbitkan. keempat dengan ditetapkannya keputusan ini, literatur kelabu (grey literature) pada setiap lembaga pemerintah akan terdokumentasi secara tertib, terpadu, dan setiap saat dapat diakses untuk dijadikan bahan kajian dalam pembuatan kebijakan pembangunan ilmu pengetahuan dan teknologi selanjutnya. kelima koordinasi pelaksanaannya dilakukan melalui deputi bidang pendayagunaan dan pemasyarakatan iptek, yang akan melaporkannya langsung kepada menteri negara riset dan teknologi. salinan keputusan ini disampaikan kepada yang terhormat: 1. presiden republik indonesia 2. wakil presiden republik indonesia 3. para menteri kabinet persatuan nasional 4. ketua dewan perwakilan rakyat 5. ketua dewan pertimbangan agung 6. ketua badan pemeriksa keuangan 7. ketua bappenas. ditetapkan di : jakarta pada tanggal : juli 2000 menteri negara riset dan teknologi republik indonesia, dr. muhammad a.s. hikam.m.a. (sumber: http://www.ristek.go.id/referensi/hukum/kp-grey-literature.htm ) keputusan menristek itu menyiratkan hal berikut: literatur kelabu memang betul-betul ada pada setiap instansi pemerintah; biaya untuk membuat literatur kelabu ini cukup tinggi maka perlu diberdayakan atau diolah kembali untuk kepentingan bersama; pengelolaan literatur kelabu perlu ditangani dengan baik, terutama dalam segi pendokumentasian dan penyebaran informasi; untuk mencegah pelanggaran hak cipta, pihak pemerintah cukup jeli dalam menanggulanginya, yaitu harus diserahkan selambatlambatnya 3 bulan setelah penelitian selesai atau 3 bulan setelah publikasi diterbitkan. manajemen literatur... (endang ernawati) 161 digitalisasi literatur kelabu di institusi pemerintah tindak lanjut pendokumentasian literatur kelabu dilakukan oleh kantor menteri negara riset dan teknologi bekerja sama dengan pt astra graphia, tbk. dengan penandatanganan nota kesepahaman yang dilaksanakan pada 27 september 2001. hal yang terkandung dalam nota kesepahaman adalah program digitalisasi dan manajemen dokumen bank data dan warintek dari kantor meneg ristek adalah sebagai pengembangan pengelolaan literatur kelabu; program merupakan program nasional yang bertujuan untuk mencerdaskan kehidupan bangsa melalui penerapan manajemen bank data yang berisi informasi yang bermanfaat, seperti disertasi, tesis, laporan riset, dan seterusnya yang nantinya akan dapat diakses masyarakat; perangkat lunak yang digunakan pt astra graphia,tbk. adalah xerox docushare. pengembangan informasi elektronik dengan semakin banyaknya orang yang mengakses internet, akan semakin banyak pula orang yang bersedia membuat website pribadi untuk memuat tulisan dan gagasan mereka. dengan cara itu, para penulis tersebut dapat secara cepat menerbitkan karya mereka untuk dikenal secara luas. penerbitan karya tulis di-web mempunyai dampak positif bagi penulis karena dengan semakin banyaknya orang yang akses, karya mereka akan semakin dikenal, dan otomatis masyarakat akan memprotek karya mereka, seperti aliran copy left yang dikenalkan onno purbo. manajemen literatur kelabu di perguruan tinggi banyak perguruan tinggi yang telah menata literatur kelabu mereka, terutama skripsi, tesis, dan laporan penelitian dalam bentuk berikut. pertama, layanan onsite, yaitu pengguna dapat meminjam koleksi tersebut di tempat, memfotokopi halaman yang diperlukan dengan seijin perpustakaan. alat pencarinya adalah katalog. kedua, digitalisasi literatur kelabu, atau juga disebut local e-content. skripsi dan tesis dibongkar untuk di-scan halamannya kemudian hasilnya diedit yang dapat diakses secara lokal atau di-upload ke website. cara pencarian dengan database bibliografi dari titik akses kata kunci judul atau penulis. hak cipta publikasi skripsi dan tesis melalui website masih menimbulkan pro dan kontra di kalangan perguruan tinggi. hal yang mereka takutkan adalah menyuburnya plagiarism terhadap karya ilmiah yang diterbitkan tersebut, begitu pula dengan hak cipta penulisnya. jika diamati, salah satu sebab tumbuhnya plagiarism adalah terbatasnya akses terhadap skripsi dan tesis, misalnya literatur tersebut hanya dapat dibaca onsite tetapi apabila karya cipta tersebut dapat diakses secara lebih luas maka praktik plagiarism dapat dikurangi atau bahkan hilang karena orang segan menyontek karya orang lain yang telah diketahui oleh masyarakat akademis secara meluas. sebagai kompensasi, mungkin kebiasaan journal the winners, vol. 7 no. 2, september 2006: 150-163 162 mengutip dengan benar akan tumbuh subur dan inilah hakikat dari pengembangan ilmu pengetahuan, yaitu mengembangkan atau memberi nilai lebih berdasarkan sesuatu yang telah diteliti oleh orang/pakar lain. manfaat lain disebarluaskannya local e-content ini adalah pencari informasi, terutama mahasiswa dan dosen, akan tahu perkembangan ilmu pengetahuan berdasarkan hasil skripsi, tesis, dan disertasi yang mereka lihat melalui website. para dosen akan tahu judul apa saja yang telah dijadikan skripsi sehingga duplikasi judul dapat dikurangi. begitu pula, hak mahasiswa agar dapat mengakses beragam informasi guna menunjang proses belajar mereka dapat dipenuhi. dalam praktiknya, tampilan database full-text ini masih terbatas untuk kalangan universitas sendiri, bagi pengguna luar mereka menampilkan database bibliografi beserta abstrak, dan hal ini cukup untuk mendeteksi perkembangan ilmu pengetahuan melalui karya tulis mahasiswa. saat ini, beberapa perguruan tinggi dan institusi di indonesia sedang bekerja sama untuk membuat jaringan database local e-content yang disebut jaringan informasi digital indonesia (jidi) dengan koordinator perpustakaan pusat universitas indonesia. konsep kerja samanya adalah pengguna dapat mengakses literatur dari kata kunci, setelah ketemu literatur tersebut berada di universitas atau institusi mana maka diberlakukan cara akses atau peminjaman sesuai dengan aturan setempat. apabila sudah beroperasi, jaringan informasi digital ini tentu amat bermanfaat bagi kalangan akademisi di indonesia. mempublikasikan skripsi dan tesis melalui website apakah melanggar hak cipta mahasiswa? hal itu dapat diterangkan sebagai berikut. dalam penulisan skripsi atau tesis, mahasiswa mempunyai hak exclusive, yaitu hak untuk mempublikasikan dan mengembangkan karya ciptanya dengan bekerja sama dengan berbagai pihak tetapi universitas juga mempunyai hak non-exclusive, yaitu hak untuk menyimpan dan mempublikasikan untuk kepentingan akademik, bukan bisnis. apabila karya mahasiswa itu diperbolehkan difotokopi maka mereka akan mendapatkan kompensasi yang ditentukan oleh universitas setempat, biasanya 15 – 20% dari biaya fotokopi. penutup dari uraian pengertian, sumber, pembagian, manajemen, dan kebijakan pemerintah tentang literatur kelabu dapat disimpulkan hal berikut. pertama, literatur kelabu sebagai sumber informasi terkini, spesifik, dan penting belum dapat dikelola dengan baik secara nasional karena berbagai kendala, di antaranya karya ilmiah itu masih tertumpuk hanya sebagai luaran administratif kegiatan projek, kebijakan institusi, dan belum adanya undang-undang dan peraturan tentang literatur kelabu tersebut. manajemen literatur... (endang ernawati) 163 kedua, keputusan menristek tentang wajib serah literatur kelabu yang berkaitan dengan iptek serta kerja sama dengan pt astra graphia untuk mendokumentasikan literatur kelabu merupakan usaha pemerintah agar jenis literatur ini dapat diakses masyarakat luas. ketiga, perkembangan internet memotivasi penulis literatur kelabu untuk membuat web pribadi sehingga kekhawatiran pengguna informasi untuk mengakses literatur kelabu dapat diatasi. keempat, dalam mempublikasikan karya tulis mahasiswa, mereka mendapatkan hak exclusive, yaitu untuk menyebarluaskan dan mengembangkan tulisannya sedangkan universitas tempat dia belajar dan berkesempatan menulis karya ilmiah untuk mendapatkan gelar kesarjanaan mendapat hak non-exclusive, yaitu hak untuk menyimpan dan menyebarluaskan karya tulis untuk kepentinganpembelajaran yang bersifat nonbisnis. kelima, beberapa perguruan tinggi sedang berusaha bekerja sama guna sharing informasi local e-content yang dimiliki dalam suatu sistem yang terintegrasi. kerja sama ini bertujuan untuk memperluas akses ke literatur kelabu dan mendeteksi perkembangan ilmu pengetahuan di indonesia. daftar pustaka james, jeffrey. “reconstructing the digital divide from the perspective of a large, poor, developing country.” journal of information technology. volume 19 no.1 2004: 172 – 177. grey literature in the asia – pacific: the national library’s– (www.nla.gov.au/nla/staffpaper) “grey literature: an enormous amount of information in forestry is available in informal publications.” occasional paper no.10, retrieved april 26, 2004 from (http:’’www.cifor.cgiar.org/ publications/html/vcc papeer 10/india html) rydberg, jeffrey a. et al. “knowledge management in the perseus digital library.” retrieved april 26, 2004 from http:// www.ariadne.ac.uk/issue25/hydberg.conc. microsoft word 08 brata wibawa djojo-edit_setting 204 journal the winners, vol. 12 no. 2, september 2011: 204-212 new software performance with balanced score card assessment: a case study on lpgi jakarta brata wibawa djojo management department, economic and communication faculty, binus university jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480. brata@binus.ac.id implementation of information technology (it), especially new software applications, needs to be evaluated for its impact to organization’s business performance related to its strategic goal. the measurement and evaluation of a new software implementation impact in lpgi jakarta uses balanced scorecard (bsc) analysis by making comparison of three-year data. the analysis involves four perspectives of bsc: (1) financial aspect with the growth of gross premium written (gpw), net premium written (npw), underwriting profit; (2) internal business aspect: the frequency of policy issued and the average production per policy; (3) people or learning and growth which consists of human error and system error; (4) customer aspect with external endorsement and renewal ratio. this research measures and evaluates for the impact of the implementation of a new software application to the new business performance as marginal and fair contribution. at the end of this paper the writer suggests lpgi jakarta to increase the sales activities to reach the target which is related directly to financial aspect and internal business process aspect. keywords: balanced scorecard, financial aspect, internal business aspect, learning and growth aspect, customer aspect abstrak implementasi teknologi informasi (ti), khususnya aplikasi software baru, perlu dievaluasi dampaknya terhadap kinerja bisnis organisasi terkait dengan tujuan strategis. pengukuran dan evaluasi dampak implementasi perangkat lunak baru di jakarta lpgi menggunakan balanced scorecard (bsc) analisis dengan membuat perbandingan data tiga tahun. analisis ini melibatkan empat perspektif bsc: (1) aspek keuangan dengan pertumbuhan gross premium written (gpw), net premium written (npw), underwriting profit; (2) aspek bisnis internal, yaitu frekuensi kebijakan yang dikeluarkan dan produksi rata-rata per kebijakan; (3) orang atau pembelajaran dan pertumbuhan yang terdiri dari kesalahan manusia dan kesalahan system;(4) aspek pelanggan dengan dukungan eksternal dan rasio pembaharuan. penelitian ini mengukur dan mengevaluasi atas dampak dari implementasi dari aplikasi perangkat lunak baru untuk kinerja bisnis baru sebagai kontribusi marjinal dan wajar. pada akhirnya penulis menyarankan lpgi jakarta untuk meningkatkan kegiatan penjualan untuk mencapai target yang berhubungan langsung dengan aspek keuangan dan aspek proses bisnis internal. kata kunci: balanced scorecard, aspek financial, aspek bisnis internal, aspek pembelajaran dan pertumbuhan, aspek pelanggan new software..... (brata wibawa djojo) 205 introduction the first question commonly asked by an organization’s management about new information it project plan is how much of the budget is. an organization or company must provide the budget for it project planned covering any requirements of it equipments (hardware, software, and networking) as well as the it team’s salary. several years ago many companies conservatively considered it department as a cost center rather than profit center. one example is that data processing is only used to support operational business rather than to support the strategic unit effectively. now, most of them realize about it functions and the contribution to company’s strategic issues. lpgi jakarta (lpgij) is a main branch of a private insurance company in indonesia which implements a new system application on the last quarter of 2007. the goal is to support not only its operational activities but also for the activities of strategic business units. the new system application is implemented to underwriting, claim, finance and reinsurance processes for general insurance products. it is a pilot project before implementing to other lpgi branch offices, out of the head office area. on the project initiation, the it team made a cost analysis for this pilot project, but never reviewed the performance impact to company’s strategic goals. literature review balanced scorecard balanced scorecards institute (1998-2010) describes that the balanced scorecard is a strategic planning and management system used to align business activities to the vision and strategy of the organization; improve internal and external communications; and monitor organizational performance against strategic goals. balanced scorecard translates mission, values, vision and strategy.the mission is a description of “why we exist”, the organization needs guiding principles in its values, the vision is a word picture of the future, and how the organization makes differentiating activities is a strategy (niven, 2002, p.72-93). kaplan and norton defines that the balanced scorecard is composed of: four strategic perspectives, strategic objectives distributed among the four perspectives, indicators to measure each strategic objective, targets, and initiatives to reach the targets (wegman, 2008, p. 3-4). the four perspectives of balanced scorecards are learning and growth, business process, financial, and customer orientation (picture 1, kaplan et al., 1996). learning and growth perspective learning and growth perspective includes employee training and corporate cultural attitudes related to both individual and corporate self-improvement. in current rapid technological change climate, it is necessary for knowledge workers to be in a continuous learning mode. in any case, learning and growth constitute the essential foundation for success of any knowledge-worker organization. business process perspective business process perspective refers to internal business processes. metrics based on this perspective allow the managers to know how well their business runs, and whether its products and services conform to customer requirements (the mission). the metrics have to be carefully designed by those who most thoroughly know the processes; with our unique missions these are not something that can be developed by freelance consultants. according to business process, an increasing number of insurers can be served and provided for an automated quotation and business acceptance capability 206 journal the winners, vol. 12 no. 2, september 2011: 204-212 through internet (or underwriting system). this process will progress alongside insurers using external database to validate customer’s information before new business accepted (dockrill, et al., 2001). customer perspective recent management philosophy shows an increasing realization of the importance of customer’s focus and customer’s satisfaction in any business. if customers are not satisfied with the service of a supplier/vendor, they will eventually find other suppliers/vendors that will meet their needs. poor performance from customer perspective leads to future decline, even though the current financial picture may look good. satisfaction metrics should be analyzed under category of kinds of customers and kinds of processes. dockrill, et al. (2001, p.7/26) said that an insurer can make decision regarding where and when to target their new business acquisition and renewal retention efforts. financial perspective kaplan and norton do not disregard the traditional need for financial data. timely and accurate funding data will always be a priority that managers will do whatever necessary to provide it. in fact, often there is more than enough handling and processing of financial data. with the implementation of a corporate database, it is hoped that more processes can be centralized and automated, but the point is that the current emphasis on financials leads to the "unbalanced" situation regarding to other perspectives. in industry where costs are known at the point of sale, there is immediacy about the assessment of profit. the volatility and uncertainty which surround the pricing needs to be tracked regularly so as to extend the underwriter’s understanding of risk (dockrill, et al., 2001). picture 1. four perspectives of balanced scorecard. method the measurement and evaluation on impacts of new software implementation in lpgi jakarta uses balanced scorecard (bsc) analysis by making comparison of three-year data. the analysis involves four perspectives of bsc: (1) financial aspect with the growth of gross premium written (gpw), net premium written (npw), underwriting profit; (2) internal business aspect: the frequency new software..... (brata wibawa djojo) 207 of policy issued and the average production per policy; (3) people or learning and growth which consists of human error and system error; (4) customer aspect with external endorsement and renewal ratio. results and discussion business growth in insurance industry, especially general insurance, can be obtained by increasing the law of the large number of sales. it can be reached by value-driven it as a strategic and supporting business process, especially when the marketing officers get business and offer the underwriter to do the underwriting activities, including risk analysis, spreading the risk and policy processing. “excellent business growth” is a vision of lpgij with the mission statements to: (i) increase the law of the large number; (ii) make any cooperation into positive contribution; (iii) make a strong consolidation among marketing group. the business goals of lpgij are as a part of strategic business goal in overall organization, which is to achieve the sales target and to give the outstanding performance to service the customers (the insured and the one who is the next process), partners, and clients. based on lpgij vision, mission, value and strategic goal above, the criteria of bsc assessment are created. in the criteria, each perspective of bsc is broken down to several parameters those has any contribution to organization strategic goal, especially in new business and relating to a new system application. each perspective – called parameter – has its own parameters and is weighted by percentage of contribution to lpgij strategic goal: financial aspects, internal business aspects, learning and growth aspect, and customer aspect. each parameter is a critical success factor for lpgij to maintain the good performance. to indicate the parameters properly, there are several keyperformance indicators applied with its weight. the weight is rated based on its contribution and impact to lpgij goal (tabel 1) financial aspects the determined financial aspects consist of three parameters which are attributable to profit and loss report directly. the weight of this aspect is 0.2 (20% of 100%) which means that the achievement and result in financial aspect are not impacted by a new system application only but there are another 80% activities that contributes to financial aspect. the growth of gross premium written (gpw) will record for the actual sales in the previous year to the actual sales in the year. this parameter needs to be assessed as long as has a direct contribution to production that is supported by it. the parameter’s contribution is 30%. net premium written (npw) is a reduction result between gpw and the reinsurance spreading of risk. this parameter needs to be assessed because it shows how strong lpgij can retain the risk and how fast the new system can process the spreading of risk to the reinsurance. the parameter’s contribution is 30%. underwriting profit shows profit to the net premium earned by lpgij and shows how it can make a contribution to the profit. the parameter’s contribution is 40%. internal business aspects a new system application has 0.4 (or 40% of 100%) impact weight to internal business aspects at lpgij because the policy processes depend on the system application performance that consists of two parameters. first is the frequency of policy issued. this parameter is useful to measure 208 journal the winners, vol. 12 no. 2, september 2011: 204-212 the speed and performance of the new system application because the policy only can be issued by system application since the manual process is prohibited. the parameter’s contribution is 40%. the second parameter is average production per policy. it will show how efficient the business process at lpgij and as a parameter to measure the cost deployment per document. the parameter’s contribution is 60%. learning and growth aspect the point of view of learning and growth aspect attributable to a new system application impact consists of human error and system error. it will evaluate the efficiency of the process and how fast the user can learn and adapt to new system application, beside to evaluate how many bugs exist in application. this aspect takes 0.3 (30% of 100%) of the whole calculation and each parameter has 50% contribution to lpgij goals. human error is a parameter that showing mistake or failure made by user. this parameter is useful to assess the user’s performance. the higher the human error, the lower the performance. meanwhile, system error is a parameter that evaluating mistake or failure made by the new system application. no system application is perfect. however, when failure happens, the business process will attain unexpected impact. customer aspect the outstanding service will lead to customer’s satisfaction; in a way, it will increase the customer’s loyalty to the organization that could be supported optimally by it. a new system application does not apply customer relationship management module. therefore, this aspect only takes 0.1 (10% of 100%). external endorsement is an endorsement that is requested by customers because there is any revision of subject matter insured or customer data. the parameter’s contribution is 20%. renewal ratio is a performance ratio that shows a renewed policy per year. it has a strong relationship to customer satisfaction. the parameter can be measured easily as much as 80%. table 1 bsc’s parameters source: taken from research data. after capturing and comparing data to factor 1 and factor 2, the result of achievement can be obtained. to located and make a score for the result of achievement, it will refer to the criteria of bsc assessment which is described in table 2. the score and parameter were determined based on lpgij experience and the organization’s performance. new software..... (brata wibawa djojo) 209 table 2the criteria of balanced score card assessment source: lpgij that has been modified. the final result of the measurement of each bsc perspective will refer to bsc worksheet in total parameter column. the sum of total parameter of each aspect will be presented as grade table as follows (tabel 3): table 3.bsc grade table grade comment total score parameter a excellent >= 111 b good <= 110 c fair <= 75 d marginal <= 60 e poor <= 50 source: lpgij that has been modified. 210 journal the winners, vol. 12 no. 2, september 2011: 204-212 the real data of lpgij performance of year by year is simulated in the table 4 and table 5 based on the defined criteria of bsc assessment. the first evaluation is in table 4 that shows the bsc performance analysis of lpgij for the year 2008 to 2007 when the new system application was applied in the last quarter. factor 1 is filled by data in the latest year (2008) since factor 2 is filled by data in the previous year (2007). each parameter has its own measurement unit, i.e. the parameter “gpw” in financial aspect states for the value in million rupiahs and the parameter “frequency of policy issued” in internal business aspect states for the value in unit. after comparing factor 1 to factor 2, the result will be put in achievement column and the score based on table of the criteria of bsc assessment (table 2). total parameter of bsc jsxyz 2008-2007 for financial aspect is 27, internal business aspect is 34.3, learning and growth aspect is (6.0) and renewal ratio is 1.6. finally, the total parameter value of this bsc is 56.8 (get d), which means marginal; so the impact of a new system application for the first year is marginal contribution to lpgij strategic goal. furthermore, the second evaluation of lpgij performance in 2009-2008 can be shown in table 5 below, which gets total parameter value of 60.8, it comes from the sum of total financial aspect, internal business process aspect, learning and growth aspect, and customer aspect with its each value of 21.4, 25.2, 9.0, and 5.2. it is better than the first measurement, despite of not much increment. the lpgij strategic goal has a fair contribution for a new system application for the second year. table 4 balanced scorecard lpgij 2008 to 2007 * note: achv. = achievement, the comparison between factor 1 and factor 2. source: the processed data, based on research new software..... (brata wibawa djojo) 211 table 5 balanced scorecard lpgij 2009 to 2008 * note: achv. = achievement, the comparison between factor 1 and factor 2. source: the processed data, based on research making a comparison of bsc performance year by year clearly, picture 2 shows the result of year by year of each aspect that could be improved and concerned by organization. financial aspect on year 2008 relative to year 2007 (2008-2007) gets score of 27, whilst year 2009 relative to year 2008 gets score of 21.40. the internal business aspect on 2008-2007 is better than 2009-2008 with the score of each period is 34.40 and 25.20. the increment factors for the latest bsc to the previous one are learning and growth aspect (from -6.00 on 2008-2007 to 9.00 on 2009-2008) and customer aspect (from 1.60 on 2008-2007 to 5.20 on 2009-2008); it means that a new system application makes a positive impact and there is a good learning experience to users. it seems that a user’s learning experience could make a better service to the customer from year to year. 212 journal the winners, vol. 12 no. 2, september 2011: 204-212 the balanced score card of jxyz 9.00 -6 1.6 27 34.45.20 21.40 25.20 -10 -5 0 5 10 15 20 25 30 35 financial aspect internal business aspect learning & growth aspect customer aspect 2008-2007 2009-2008 picture 2. the bsc diagram of lpgij (source: the processed data based on research) conclusion bsc is useful to evaluate a new it system application impact to new business process in lpgij that is able to measure and inform the accuracy about the evaluation of the existing business performance compared to the previous year performance. it is not easy to make standard criteria for bsc in each perspective or aspect that could bring a valuable contribution to lpgij performance in strategic goal. referring to bsc analysis of lpgij in 2008 to 2007 and 2009 to 2008, the impact of new system application to strategic goal can be ascertained, which is presented by “marginal” and “fair” of each analysis. moreover, the difference impacts from year by year of lpgij performance could be proper evaluated by bsc diagram that shows a big increment of impact in learning and growth aspect and customer aspect, rather than financial aspect and internal business aspect. following to the result in bsc diagram, lpgij should aware about the performance degradation by increasing the sales activity that has a direct correlation to financial aspect (gpw, npw) and internal business process (frequency of policy issued, and average production per policy). references dockrill, martin and fisher, andrew. (2001), underwriting management: study course 815. london: cii publishing division. balanced scorecard institute. (2010). what is the balanced scorecard? diakses 13 agustus 2010 dari http://www.balancedscorecard.org/ balanced scorecard institute. (2010), balanced scorecard basics. diakses 13 agustus 2010 dari http://www.balancedscorecard.org/bscresources/aboutthebalancedscorecard/tabid/55/defa ult.aspx. kaplan, r.s. and norton, d.p. (1996). the balanced scorecard: translating strategy into action. boston: harvard business school press. niven, paul r. (2002). balanced scorecard: step by step maximizing performance and maintaining results. new york: john wiley & sons. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 59 the winners, 21(1), march 2020, 59-66 doi: 10.21512/tw.v21i1.6242 effective advertising location in the commuter line: study cases in jakarta and surrounded cities in indonesia levyda1*; tri nur ismi2 1,2department of management, sahid university, jakarta, indonesia jl. prof. dr. soepomo no. 84, tebet, jakarta 12870, indonesia 1levyda_mm@yahoo.co.id; 2trinurismi@gmail.com received: 24th january 2020/ revised: 03rd february 2020/ accepted: 10th february 2020 how to cite: levyda., & ismi, t. n. (2020). effective advertising location in the commuter line: study cases in jakarta and surrounded cities in indonesia. the winners, 21(1), 59-66. https://doi.org/10.21512/tw.v21i1.6242 abstract the aims of the research were to determine the most effective advertising location compared to various available locations and to examine the behavior of commuter line passengers. the research was conducted at six train stations and samples were taken by a purposive sampling method. data were collected by a structured interview. the chisquare test was used to find out the differences of the advertising locations’ effectiveness, while a ranking method was used to determine the effectiveness of advertising locations. eight locations were rated by passengers. the results reveal that the effectiveness of each location on the commuter line has proven to be different and the most effective advertising location is the hanging alley. keywords: effective advertising, transit advertising, advertising location, commuter line i. introduction in larger cities, people’s mobility is highly indicated by the time they spend on transportation. therefore, out of home (ooh) advertising has a great opportunity to deliver its message to people on board. in indonesia, spending on ooh advertising is predicted to be 66 trillion rupiahs, the second largest after television commercials (wulandari, 2016). currently, ooh is increasingly diverse, so it can be classified in various ways. belch and belch (2012) classify ooh based on advertising media which consists of traditional and nontraditional. roux (2016) classifies ooh into advertising that are on the road, in the mode of transportation, in shopping and entertainment, as well as in special places. based on the technology used, gurumoorthy (2015) divides ooh into non-digital out-ofhome (ndooh) and digital out of home (dooh) advertising. ndooh consists of aerial advertising, airship advertising, billboard bicycle, bulletin, advertising bus, commuter rail-display, com-park advertising, lamppost banner advertising, mobile billboard, postcards, premiere panel, poster, premier square, street advertising and taxi advertising. the advertisements on the commuter line can be distinguished from the interior advertisements inside the carriage of cars and the exterior advertisements placed outside the car (belch and belch, 2012). advertising on commuter lines is called transit advertising. transit advertising is one type of ooh advertising where all advertisements are displayed outdoors. it focuses on consumers who are traveling in public places, on-the-go, waiting in public places, or in shopping areas (gurumoorthy, 2015). in indonesia, the commuter line serves many routes from jakarta to several urban cities. it operates from 04:00 to 23:00 wib (gmt +7) through 79 stations which operate the jakarta, depok, bogor, tangerang, and bekasi (abbreviated: jabodetabek), banten dan cikarang with reach routes of 418,5 kilometers and has 1459-unit trains in 2019. additionally, in 2019, kereta commuter indonesia, inc. served 1,2 million passengers per day. this has a very potential for advertising. moreover, the commuter line has a broad target range, not just for commuter line users but also for those who are near the commuter line rail (commuter jabodetabek, 2017). in indonesia, advertising on commuter lines is considered a new strategy. pt kereta commuter indonesia, a commuter line operator, offers several advertising locations: hanging alley, wall panel, wall 60 the winners, vol. 21 no. 1 march 2020, 59-66 branding, and hand grips, wall panel, wall branding, hand grips, ceiling panel, interior door, branding body and cover seat, and full interior branding (figure 1). the competition between ooh advertisers encourages every media to demonstrate the effectiveness of their advertising. research on commuter advertising effectiveness is needed by advertisers since their budget must be used effectively. currently, such research is very limited, hence a research on the effectiveness of advertising on the commuter line is required. the advantage of ooh is being able to deliver the advertisement’s message and reach the customer not only at a specific time and place but also in unconventional places (roux and var der waldt, 2014). the advantages of transit advertising are the longer expose period of the audience, the frequency of auditing seeing the advertisement, the timeliness, and the higher possibility to reach audience in a particular geographical (belch and belch, 2012). the disadvantages of transit advertising are the possibility to decrease the product image, difficult to reach the larger target due to passenger density, and often considered a waste due to the incompatibility of the geographical region of the transportation mode route with the target auditing location (belch and belch, 2012). the effectiveness of advertising depends on the interaction of the consumers, advertised products, advertisements, media, and environment (giri, 2016). the consumer factors which influence the effectiveness of advertising are time, capabilities to record information, knowledge of products and psychological aspects. other factors are the physical aspects of advertising and the content of the message. the products description also affects advertising, such as the product category, brand image, and sufficient information. a b c d e f figure 1 several advertising locations. a) hanging alley, b) ceiling panel, c) hand grip, d) body branding, e) full interior branding, f) interior door 61effective advertising location..... (levyda; tri nur ismi) the environment also has an influence on the effectiveness of advertising. environmental aspects that determine the effectiveness of advertising are cultural, social, family, personal, and situation factors. interaction factors influence the psychological processes of consumers, which is predicted to have several levels. the lowest level is being exposed, the higher one is the target audience giving attention, comprehension, acceptance, and then the highest level is retention. strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness (mehta & purvis, 2006). turley & shannon (2000) use recall as a measure for the effectiveness of advertising in the sports arena. opportunity to see (ots) is considered the best advertising success rate measurement. according to farby (1994), the opportunity to see explains the number of times the average target audience sees an advertisement (musonera & karuranga, 2011). cannon (2012) states that advertising effectiveness is determined by the advertising cost, target audiences, and exposed at every possible level. according to morissan (2015), advertising effectiveness is determined by aspects of market coverage, reach, frequency and advertising budget. the adversiting focuses on the target audience that hears, watches and reads the advertisement for a certain period. the range of outdoor advertising is calculated by multiplying the number of people passing through on the road and the probability of the person noticing the advertisement. people who notice the advertisements may be exposed to brand messages within a certain period. advertising frequency assesses how many people are exposed by the media. makienko (2012) concludes that there are two mainstreams in assessing effectiveness, such as being dependent on reach and others that emphasize frequency. the function of advertising is to increase brand awareness, persuade customers, remind customers and shape consumer perceptions. for effective advertising, it is necessary to pay attention to aspects of market coverage, reach, frequency, and the advertising budget (morissan, 2015). frequency is also the average amount of time people are reached and the opportunity for exposure to brand messages in a given period. the frequency of advertisements assesses how much someone is exposed to the media. this research focuses on the effectiveness of advertising which is measured by reach and frequency. reach is measured by the advertising location and categories that are commonly seen by passengers. advertising frequency is measured by the number of advertising seen by passengers and the average of advertisement content read by passengers. in this research, reach depends on the advertisement location and categories that are often seen by passengers. based on the previous research, it is hypothesized that there is a difference in exposure in each ad location on the commuter line. ii. methods the frequency of using a subway is positively correlated with advertisements on a subway (chan & fung, 2013), therefore the respondents in this research are passengers who routinely use commuter line services at least twice per week and see advertisements on the commuter line route from jakarta to bogor and vice versa. the survey is conducted at large stations in and around jakarta city, namely bogor station, depok station, pasar minggu station, manggarai station, juanda station, and city station. the sample size is 100 people. the survey method is a structured interview consisting of three parts: (1) the profile of passengers, (2) the behavior of passengers while on the commuter line, and (3) the assessment of advertisements seen on the commuter line. consumer behavior is measured using a likert scale. the location of advertising on the commuter line determines the effectiveness of advertising. thus, the statistical hypothesis of this research is: ho: there is no difference in advertising exposure at the location on ha, wb, wp, bb, hg, id, cp, cs. ha: there is different advertising exposure on ha, wb, wp, bb, hg, id, cp, cs. note: ha = hanging alley wp = wall panel wb = wall branding hg = handgrip cp = ceiling panel id = interior door bb = body branding cs = cover seat and full interior branding hanging alley to determine the effectiveness of advertising, respondents are asked to rank the best eight advertising locations by giving a rating score of 1 to 8. score 8 represents the easiest way the advertisement can be noticed and 1 for the most difficult one. the total value for each location is calculated. the ease of noticing advertisements is considered ideal, so it is categorized as the expectation frequency (fe), while the frequency of viewing is categorized as an actual frequency (fo). to test the difference in the effectiveness of each advertising location, the chi-square test (χ2) is used for hypothesis testing regarding the comparison between observational or actual frequencies (fo) with expected frequencies (fe) based on certain hypotheses. iii. results and discussions there are 100 respondents, with male and female respondents being quite balanced. the respondents represent a variety of age groups and 62 the winners, vol. 21 no. 1 march 2020, 59-66 gender. the most highly represented is aged 2031 years. for representation, the number of men and women is relatively even although there is no difference in attention to advertising between men and women (chan & fung, 2013). respondents are diverse in employment, most of whom work as private employees with diverse incomes. most respondents earn between three million and five million rupiahs (table 1). table 1 demographic characteristics of commuter lines passengers and their frequency category options frequencies gender male 48% female 52% age ≤ 20 10 % >20-30 38 % >30-40 32 % > 40 20% marital status single 42% married 58% occupation private employee or civil servant 53% businessman 11% student 28% other 8% earning ≤ 3 million rupiah 15% > 3 5 million rupiah 43% > 5 10 million rupiah 37% > 10 million rupiah 5% the length of the commuter line passenger journey quite varies (figure 2). however, most commuters spend more than an hour in travel. passengers spend time on various activities on their trip, but most of the time is spent using mobile phones and sleeping. figure 2 the length of the trip on commuter lines in a certain period of time, passengers are trapped in a confined space, so their views are also limited. thus, passengers are potentially exposed to the advertising multiple times during the trip. the number of respondents who see the advertisement at least one to three times is quite balanced with those who view the advertisement four to six times (figure 3). the commuter line is the transportation of the urban population to work in the city; thus, there is a possibility of a higher frequency of viewing advertisement. the results of this survey support the opinion of veloutsou and o’donnell (2005) that captive market transit advertising viewers can be exposed to advertising several times. however, it is necessary to update the advertisement to catch more attention. figure 3 number of advertisements read and percentage of number of readers grigaliūnait and pilelienė (2016a) conclude that two important elements of outdoor advertising are visual and textual. to attract passengers’ attention, advertisers should focus on visual and textual appeal. some of the visual appeals that advertisers need to consider are the illustrations, images, image products and other images, while the essential textual appeal is the headline and body copy. respondents are more interested in visual rather than textual aspects. the most attractive advertising elements for the respondents are images and colors (figure 4). texts only appeal to 20% of the passengers. the location of the advertisement is not an attraction for most passengers. advertisers need to increase their appeal to gain greater attention. chan and fung (2013) recommend that exciting advertisements are those that have creative ideas, bright colors, and are large in size. advertisement sizes, which chan and fung (2013) suggest, may be appropriate for subway stations but not for commuting. it may not be an important issue due to the shorter visibility of up to 20 meters. according to wilson et al. (2015) and khan et al. (2016 ) the bigger the advertisement, the more it is recognized by the target audience. the greater advertisement is possible to be recognized by the target audience. the size of the commuter-line has been set. advertisers will face a trade-off choosing the location of the advertisement that has a large size or the location that is seen the most. 63effective advertising location..... (levyda; tri nur ismi) in commuter lines, the number of advertisements seems to be more important. in each carriage, there are six to nine pieces in a hanging alley measuring 100cm × 27cm; 20 pieces of wall panel measuring 50cm × 36cm; 20 pieces of wall branding measuring 45cm × 80cm; 60 to 70 hand grips measuring 10cm × 10cm; 20 pieces of ceiling panel measuring 100cm × 27cm; eight pieces of interior door-sized; and body branding size 2cm × 360cm. advertising frequency can cover all passengers in the carriage evenly. grigaliunaite, pilelienė and bakanauskas (2016) proved that attractive advertisements are those with more elements and more visual aspects. besides, it becomes more appealing when advertisements contain more visuals and less interesting text compared to those containing more text and fewer visuals. the attention of the target audience is influenced by colour, size, celebrity image, brand image, logo texture, and message (khan et al., 2016). higgins et al. (2014) recommend eye movement in designing advertisements. eye movement on advertising starts with the visual appeal, and then the textual appeal. although the attention of the most respondents goes to the image, it is essential to include a textual appeal when the composition is less than visual. the previous research results are relevant to the research. creative ideas and clear colors on advertisements can attract the attention of subway passengers (chan & fung, 2013). the advertising elements that attract the passengers of commuter line are pictures, color, and content (figure 4). figure 4 the most interesting ad element and the percentage of readers the length of the railway carriage is 20 meters, width is 2,8 meters and the height are 4,086 to 4,140 meters. the maximum capacity is 250 people per carriage, but it could be up to 650 people. the seating capacity is 40 persons. in crowded conditions, the passengers’ visibility is limited, so passengers only see advertisements placed close to them. even though the place of advertising is strategic, it can be less effective if it is crowded since the density will reduce human attention to the advertisements (wilson & suh, 2018). due to a limited number of seats and crowded passenger cars, passengers have limited mobility, so they see or read advertisement a few times. attractive advertisements will encourage viewers to read the entire content of advertising messages. apparently, only 25% of respondents read advertisement between 75-100%; 38% of respondents read 75-50% of the content; 25% of respondents read 50-25% of the message content (figure 5). there are 10% of respondents who read less than 25%. the desire to read the contents of the message is determined by many things, such as density, brand, pictorial, size and headline. the brand has an important role in attracting the attention of the target audience (wilson et al., 2015). a well-known brand may give rise to a desire to read advertisements. however, the other way could happen. for a well-known brand, the reader is often aware that the message is an advertisement so the person is not interested in reading the ad. brand unfamiliarity is more likely to cause low awareness (chan & fung, 2013). pictures are the most important element in magazine advertisements, possibly also in commuter lines. this is especially significant when the distance between the target audience and advertising is far enough that the text is difficult to read. images can increase the audience’s interest and intention to read. the low target audience that reads the text probably do so because of the brand, image, and headline. in certain conditions, the message is more interesting than the picture. grigaliūnaitė and pilelienė (2016 b) recommend that the headline composition should be twice the body text. thus, text advertisement for commuter lines should be short and simple. figure 5 number of advertisements read and percentage of number of readers the first rank of the most frequently viewed advertisement categories of users is the banking and insurance category, at 18,46%. the two categories of body care and cosmetics are 17,96%, in second place. the third category is the promotion of films, at 17,89%. the fourth category is mobile applications, at 16,21%. the fifth category is food and beverages at 15,93%. the sixth is household at 7,54%, and the seventh is the health or pharmaceutical category at 6,00%. consequently, the commuter line is suitable for 64 the winners, vol. 21 no. 1 march 2020, 59-66 banking and insurance products, body care products and cosmetics, and movie promotion. predictions of advertisement location determine the effectiveness of advertising, hence the differences in the effectiveness of an advertisement location. to test the difference in effectiveness, it is assumed that there are differences in the effectiveness of advertising locations i, ii, iii, iv, v, vi, vii, and viii in commuter line advertising media. the locations are (1) between the hanging alley, (2) wall branding, (3) wall panel, (4) body branding, (5) hand grips, (6) interior doors, (7) ceiling panels, (8) seat covers, and (9) full interior design. in the first step, the expectations for each location and the actual assessment are counted. next, they are compared, based on the expected and actual results. since the p-value ≤ α (k-1), the null hypothesis is rejected and the alternative hypothesis is accepted. accordingly, it is concluded that there are differences in the effectiveness of advertising locations on i, ii, iii, iv, v, vi, vii, and viii (table 2 and table 3). based on the consequences of this test result, due to the differences in the effectiveness of each location, advertisers must choose the most effective location. the results of this test are relevant to wilson and casper (2016) who state that distance and out of home position (ooh) from the road determine the target audience’s attention (wilson & casper, 2016). other research results are visual aspects that affect the attention of the target audience as long as the advertisement is in the right location. thus, the first and most important thing is to determine the right location, and other aspects will support. by using ratings and ranking weighting, the result for the location of the most effective advertisement is the hanging alley since it is the most frequently passed by. wall branding and wall panel are in the second and third position. at certain times, usually in the morning and evening, the commuter line is extremely crowded, and visibility is limited, so the hanging alley is where the advertisements are often seen (figure 6). the consequence of the research for advertisers is to choose the most effective location. locations that are considered ineffective if the advertisement is lowpriced, the size is large, and having striking images and colors. the consequence of the research for media providers is that there needs to be a price difference between advertising locations so that ineffective locations remain the advertiser’s choice. table 2 expectation frequency rank weight rank×weight total wb wp bb hg id cp cs i 8 155 152 140 92 89 76 52 44 800 ii 7 135 133 123 80 78 67 46 39 700 iii 6 116 114 105 69 67 57 39 33 600 iv 5 97 95 88 57 56 48 33 28 500 v 4 77 76 70 46 45 38 26 22 400 vi 3 58 57 53 34 34 29 20 17 300 2 39 38 35 23 22 19 13 11 200 viii 1 19 19 18 11 11 10 7 6 100 total 696 682 632 412 402 343 235 198 3600 table 3 actual frequency rank weight rank×weight total wb wp bb hg id cp cs i 8 320 280 160 32 0 8 0 0 800 ii 7 238 266 161 14 7 14 0 0 700 iii 6 90 66 210 90 60 36 18 30 600 iv 5 20 50 75 85 185 50 25 10 500 v 4 28 8 20 112 80 80 40 32 400 vi 3 0 12 6 60 42 105 45 30 300 vii 2 0 0 0 10 20 48 80 42 200 viii 1 0 0 0 9 8 2 27 54 100 total 696 682 632 412 402 343 235 198 3600 65effective advertising location..... (levyda; tri nur ismi) figure 6 coverage of advertisements on the commuter line iv. conclusions the research contributes to advertising on commuter lines by showing that the effectiveness of advertising locations on commuter lines varies. this research also provides an overview of advertising planning based on passenger behavior. advertising on commuter lines is effective for mass products such as banking and insurance, cosmetic and body care, movie promotion, and mobile applications. to be effective, advertisers must choose a location in the commuter line, such as hanging alley, wall branding or wall panel. advertisements should emphasize the visual aspect rather than textual aspect. visual aspects that need to be highlighted are images and colors. the research only discusses the effectiveness of advertising for commuter-line passengers. further research is expected to have non-passengers of commuter line who see the advertising on the commuter line or at the station since they also be exposed to commuter-line advertising. therefore, the effectiveness of the advertising location can change considering this aspect. references belch, g. e., & belch, m. a. 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(2018). advertising to the masses: the effects of crowding on the attention to place-based advertising. international journal of advertising, 37(3), 402–420. https://doi.org/10.1080/02650487. 2017.1331967. wulandari, d. (2016). saingi tv, tingkat konsumsi media luar ruang capai 81%. retrieved march 20th 2017 from https://mix.co.id/marcomm/brandcommunication/media/saingi-tv-tingkat-konsumsimedia-luar-ruang-capai-81/. comparison of skin moisturizer..... (yossy hanna garlina) 115 comparison of skin moisturizer: consumer-based brand equity (cbbe) factors in clusters based on consumer ethnocentrism yossy hanna garlina pt mustika ratu, tbk. jln. raya bogor km 26,4, ciracas, jakarta 13740 yossyhannagarlina@gmail.com abstract this research aims to analyze relevant factors contributing to the four dimensions of consumer-based brand equity in skin moisturizer industry. it is then followed by the clustering of female consumers of skin moisturizer based on ethnocentrism and differentiating each cluster’s consumer-based brand equity dimensions towards a domestic skin moisturizer brand mustika ratu, skin moisturizer. research used descriptive survey method analysis. primary data was obtained through questionnaire distribution to 70 female respondents for factor analysis and 120 female respondents for cluster analysis and one way analysis of variance (anova). this research employed factor analysis to obtain relevant factors contributing to the five dimensions of consumerbased brand equity in skin moisturizer industry. cluster analysis and one way analysis of variance (anova) were to see the difference of consumer-based brand equity between highly ethnocentric consumer and low ethnocentric consumer towards the same skin moisturizer domestic brand, mustika ratu skin moisturizer. research found in all individual dimension analysis, all variable means and individual means show distinct difference between the high ethnocentric consumer and the low ethnocentric consumer. the low ethnocentric consumer cluster tends to be lower in mean score of brand loyalty, perceived quality, brand awareness, brand association, and overall brand equity than the high ethnocentric consumer cluster. research concludes consumer ethnocentrism is positively correlated with preferences towards domestic products and negatively correlated with foreign-made product preference. it is, then, highly ethnocentric consumers have positive perception towards domestic product. keywords: exploratory factor analysis, k-means cluster, one-way anova, skin moisturizer abstrak penelitian bertujuan untuk menganalisis faktor-faktor relevan yang berkontribusi terhadap empat dimensi ekuitas merek berbasis konsumen dalam industri pelembab kulit. kemudian, penelitian mengelompokkan konsumen pelembab kulit (wanita) berdasarkan etnosentrisme dan membedakan dimensi ekuitas merek berbasis konsumen setiap rumpun terhadap merek pelembab kulit dalam negeri, mustika ratu. penelitian menggunakan metode analisis survei deskriptif. data primer diperoleh melalui penyebaran kuesioner kepada 70 responden perempuan untuk analisis faktor dan 120 responden perempuan untuk analisis rumpun dan analisis varians satu jalur (anova). penelitian menggunakan analisis faktor untuk memperoleh faktor relevan yang berkontribusi terhadap lima dimensi ekuitas merek berbasis konsumen dalam industri pelembab kulit. analisis rumpun dan analisis varians satu jalur (anova) adalah untuk melihat perbedaan ekuitas merek berbasis konsumen antara konsumen dengan etnosentrisme tinggi dan konsumen dengan etnosentrisme rendah terhadap merek pelembab kulit dalam negeri yang sama, mustika ratu. penelitian menemukan pada semua analisis dimensi, semua rata-rata variabel dan individual menunjukkan perbedaan jelas antara konsumen etnosentris tinggi dan konsumen etnosentris rendah. skor brand loyalty, perceived quality, brand awareness, brand association, dan overall brand equity konsumen etnosentris rendah cenderung lebih rendah daripada konsumen etnosentris tinggi. penelitian menyimpulkan etnosentrisme konsumen berkorelasi positif dengan preferensi terhadap produk dalam negeri dan berkorelasi negatif dengan preferensi produk buatan luar negeri. dengan kata lain, konsumen dengan etnosentrisme tinggi memiliki persepsi positif terhadap produk domestik. kata kunci: analisis faktor eksplorasi, k-means cluster, anova satu jalur, pelembab kulit mailto:yossyhannagarlina@gmail.com 116 journal the winners, vol. 15 no. 2, september 2014: 115-122 introduction in the era of globalization, consumer ethnocentrism is deemed as a very strategic tool to face the global competition. this is especially applicable to domestic companies as they are the ones facing the steep competition from foreign brands. the competition between local and foreign brands has been even steeper in 2010 and above, as the price difference has narrowed and the difference in quality has widened. as proven by a survey by jakarta post, indonesian women inherently prefer "value for money", “quality brand", "proven benefits", "gentleness" and most importantly, "made in indonesia". this survey proved that indonesian women indeed love indonesian made products. however, a different study conducted by jakarta post to verify this shows a different result. local brands only hold merely less than 40% of the market share in indonesian face and body care industry, with the top 3 players sari ayu, mustika ratu, and seger holding only 23%. this statistic concludes that consumer attachment to local brands in general might or might not differentiate a local brand’s brand equity. thus, this study focuses on analyzing whether the attachment to localness really influences the brand equity of local brands by looking at the difference between customer-based brand equity of a local body moisturizer brand in the minds of two different groups, which are the highly ethnocentric one and the lowly ethnocentric one. the two groups come from the same pool for ease of investigation. this study adapts bandara, et al (2012)’s study that investigated the relationship between consumer ethnocentrism and attitude towards foreign beer brands. the local brand under investigation in this study is a growing company with vision and mission-oriented operation, pt mustikaratutbk. based on psychological perspective, brand is viewed as a node in memory that is related to various different associations and with varied power. consumers understand brand as a category that is always associated with specific attributes (aryanto et al., 2009). there are two main models of brand equity in modern psychology. the first model is conceptualized by aaker (1991, 1995), aaker and joachimsthaler (2000) and the other model came from keller (1993, 2003). in aaker’s model brand equity is formulated from managerial and corporate strategic point of view although the main basis is consumer behavior. aaker outlined brand asset contributing to the creation of brand equity in four dimension: brand awareness, perceived quality, brand associations and brand loyalty. consumer-based brand equity (cbbe), as a model of brand equity with the core assumption of this model that the power of a brand lies on what is learnt, felt, seen, and heard about the brand by consumers as a result of the experience all the time (keller, 2003). based on this model, a brand is said to have positive consumer based brand equity if the consumer reacted more positively towards a product and how the product is marketed when the brand is identified, compared with when the product’s brand is not identified. key creation of brand equity is brand knowledge, brand awareness, and brand image. brand equity is created when consumer has high awareness and familiarity towards a brand and has strong, positive, and unique brand association in memory. many studies have been conducted regarding consumers’ responses towards brand such as studies about gym membership loyalty and tourism (aryanto et.al, 2003, 2012, 2012; yeong et al., 2007) even in the planning stages (aryanto et al., 2012). affecting consumer perception towards a brand, consumer ethnocentrism has emerged from the sociological phenomenon called “ethnocentrism” introduced by william g. sumner in 1906. according to sumner (1906), ethnocentrism is the “technical name for the view of things in which one’s own group is the centre of everything and all others are scaled and rated with reference to it. in other words, ethnocentrism is a tendency of people to believe that their cultural or ethnic group is important and the other groups are evaluated primarily from the perspective of one’s own culture.” it is further elaborated by adorno, frenkel-brunswik, levinson, and sanford (1950) as “ethnic centeredness” and emphasizes this comparison of skin moisturizer..... (yossy hanna garlina) 117 phenomenon as the rigidity in accepting the culturally “alike”, while rejecting the culturally “unlike”. according to those definitions, a strong ethnocentric person may judge other groups in relation to the cultural dimensions of language, behavior, customs and religion of his or her own group. moreover, this study addresses this issue by investigating the influence of consumer ethnocentrism on consumer-based brand equity of a domestic brand in the mind of indonesian youth females who are exposed to strong international environment. this research has purposes to investigate the factors relevant for the investigation of consumer-based brand equity of skin moisturizer according in indonesian female youth, to cluster female youth skin moisturizer consumers based on consumer ethnocentrism, and to investigate the differences between consumer-based brand equity of local skin moisturizer brand of highly ethnocentric and low ethnocentric indonesian female youth segment. research methods problem solving steps in this research were divided into two main steps. the first step was the pilot study in which factor analysis is employed to analyze relevant factors for skin moisturizer brand consumer-based brand equity analysis. the second step was the core study in which cluster analysis and one-way anova are employed to cluster female respondents into two clusters based on their degree of ethnocentrism then to compare and contrast their respective consumer-based brand equity towards a named domestic skin moisturizer brand, i.e. mustika ratu skin moisturizer. pilot study was conducted by distributing a self-administered questionnaire with 5 point likert scale. the questionnaire contained 51 items of measurement of brand loyalty, brand awareness, brand association, perceived quality, and overall brand equity, accumulated and summarized from 5 researchers following aaker’s concept of consumer-based brand equity. the reason is that not all the items for measurement in all 5 researchers were relevant to skin moisturizer brand. thus, an analysis on the relevance of all items and the needs to reduce such large number needs to be conducted. the 51 items would be further reduced to more relevant set that will be used in the consumer-based brand equity section in the core study. all items in the questionnaire would mention mustika ratu skin moisturizer. the pilot study questionnaire was distributed to 70 female respondents who were asked whether they use any brand of skin moisturizer (either body butter or body lotion) in the past one year. if their answer were yes, they would proceed to fill up the questionnaire. results from the pilot study were analyzed using exploratory factor analysis. all the 51variables would be reduced to a new number; and these numbers of items were included in section iii of the second questionnaire. the second questionnaire had three major parts. the first was demographic section consisting of a form for name, age, major, monthly expenses excluding boarding house fee/any housing rental expenses and the skin moisturizer brand they use. the second section consisted of the cetscale taken from the original shimp and sharma (1987)’s scale to measure respondent’s consumer ethnocentric tendency. the last part consisted of the items of consumer-based brand equity obtained from the pilot study but at this core study the brand mentioned in the data from the core study would be first analyzed using k-means cluster. the data processed were only the data obtained from the second part of the questionnaire. results from processed data would show 2 clusters based on consumer ethnocentric tendency. one is the cluster of consumers with high ethnocentric tendency and the other cluster is the cluster of consumers with low ethnocentric tendency. respondents with higher mean scores would go for the highly ethnocentric cluster and vice versa. the division into two clusters was used in the next analysis. after being divided into two 118 journal the winners, vol. 15 no. 2, september 2014: 115-122 clusters, the data from the third section would be analyzed using one-way anova analysis. result would show the mean difference between each cluster’s brand loyalty, perceived quality, brand awareness, brand association, and overall brand equity. the final result would show whether there is significant difference between the two clusters i.e. higher consumer-based brand equity mean score in all dimension in the cluster respondents with high ethnocentric tendency and lower consumer-based brand equity of domestic skin moisturizer brand mustika ratu mean score in the lower ethnocentric tendency cluster. results would be referred back to previous studies by chryssochoidis, krystallis, and perreas (2007); verlegh (2007); yeong et al.,(2007); and evanschitzky et al.,(2008) who highlighted that consumer ethnocentrism is a good predictor of consumers’ evaluation of domestic and foreign goods, where ethnocentric consumers in favor of the former. therefore, based on the two main steps in this research, figure 1 shows framework of the research. figure 1 research logical framework results and discussion measures of consumer ethnocentrism may provide pt mustika ratu tbk. marketers with the information necessary to target consumers who do not allow nationalistic feelings to influence product quality evaluation and purchase behavior (huddleston, good, & stoel, 2001). findings in this research lead to several implications. from exploratory factor analysis, a set of 13 items consisting of 12 items of multidimensional brand equity measurement and 1 item for overall brand equity measure for skin moisturizer consumer-based brand equity is obtained. the 13 items are deemed relevant to be used for analysis in the later stage, i.e. cluster analysis and one way analysis of variance (anova). comparison of skin moisturizer..... (yossy hanna garlina) 119 based on cluster analysis using cetscale, female youth skin moisturizer consumers who are exposed to strong international environment can be clustered into 2 segments based on their consumer ethnocentrism tendency i.e. low tendency and high tendency consumers. the high ethnocentric consumer cluster have 61 members in the cluster and the low ethnocentric tendency have slightly less member i.e. 58 members in the cluster. the two clusters formed have significant difference as tested in the one way anova analysis. in all individual dimension analysis, all variable means and individual means show distinct difference between the high ethnocentric tendency consumer cluster and the low tendency one. the low ethnocentric consumer cluster tends to have lower mean score of brand loyalty, perceived quality, brand awareness, brand association and overall brand equity toward mustika ratu skin moisturizers as compared to the high ethnocentric tendency cluster. the distinct and consistent difference in the mean score of the high ethnocentric consumer cluster and the low ethnocentric consumer cluster is consistent with the finding of shimp and sharma (1987), balabanis and diamantopoulos (2004), and bandara and miloslava (2012). the finding claims that consumer ethnocentrism is positively correlated with preferences towards domestic products and negatively correlated with foreign-made product preference. thus the positive correlation result in higher score of all mean score consumer-based brand equity dimensions (brand loyalty, perceived quality, brand awareness, and brand association) of mustika ratu skin moisturizer as a domestic product in the highly ethnocentric cluster and a lower score in the low ethnocentric cluster. from the finding summary, it is affirmed that highly ethnocentric consumers will have positive perception towards domestic product and vice versa. it is suggested that the company to pay attention more on building consumer’s brand loyalty as both high ethnocentric and low ethnocentric consumer show the lowest scores among the five dimensions of consumer based brand equity of mustika ratu skin moisturizer. conclusion exploratory factor analysis was employed to investigate the factors relevant for the investigation of consumer-based brand equity of skin moisturizer according to indonesian female youth. by exploratory factor analysis, 13 relevant items for skin moisturizer consumer-based brand equity analysis under 5 dimensions of consumer-based brand equity can be obtained from the original 51 points collated from 5 different researchers following aaker’s concept of consumer-based brand equity. the 13 variables can be employed for future research on consumer-based brand equity of skin moisturizer specifically. cluster analysis was employed to cluster female youth skin moisturizer consumers with strong exposure to international environment based on consumer ethnocentrism. by cluster analysis, indonesian youth female skin moisturizer consumers with high exposure of international environment can be clustered into 2 clusters, i.e. cluster of consumers with high ethnocentric tendency and cluster of consumers with low ethnocentric tendency with valid and distinct difference between the two clusters. the significance value concludes that there is a difference between the averages of consumer ethnocentrism score of the two clusters formed. the clustering process resulted in 61 respondents clustered into the high ethnocentric tendency cluster and 58 respondents clustered into the low ethnocentric tendency cluster. one way analysis of variance (anova) is employed to investigate the differences between consumer-based brand equity of local skin moisturizer brand of highly ethnocentric and low ethnocentric indonesian female youth segment. by one way analysis of variance, the two clusters 120 journal the winners, vol. 15 no. 2, september 2014: 115-122 formed have significant difference as tested in the one way anova analysis. in all individual dimension analysis (brand loyalty, perceived quality, brand awareness, brand association and overall brand equity), all variable means and individual means show distinct difference between the high ethnocentric tendency consumer cluster and the low tendency one. the low ethnocentric consumer cluster all have lower mean score of brand loyalty, perceived quality, brand awareness, brand association and overall brand equity towards mustika ratu skin moisturizers compared to the high ethnocentric tendency cluster. suggestions the research gives a descriptive insight of the clustered nature of indonesian youth female segment. the female youth segment in indonesia is clustered into cluster of high ethnocentric tendency consumers and low ethnocentric tendency consumers. the lower tendency cluster tend to have much lower mean score of brand loyalty, perceived quality, brand awareness, brand association, and overall brand equity as compared to their highly ethnocentric counterpart. in order to capture the low ethnocentric segment of female indonesian youth, the company may apply several things as follow. the first, the company needs to specifically increase the loyalty of low ethnocentric consumers, the company may strengthen its product function and branding efforts to send the message that the products have similar prowess to the foreign brands. the second, the company needs to specifically increase the perceived quality in the minds of low ethnocentric consumers, the company may try to strengthen its brand reliability in the minds of low ethnocentric consumers to send the message that mustikaratu skin moisturizer is indeed a high quality product. the third, the company needs to specifically increase the brand awareness of low ethnocentric consumers, the company may try to increase its branding effort towards the low ethnocentric consumers such that the consumers may recall the characteristics and features of mustika ratu skin moisturizer. the fourth, the company needs to specifically increase the brand association of low ethnocentric consumers, the company may try to strengthen its company credibility image in the minds of low ethnocentric consumers thus the consumers may place more trust in the company for their daily need of skin moisturizer. the fifth, the company needs to specifically increase the overall brand equity in the minds of low ethnocentric consumers, the company may try to strengthen its brand value in the minds of low ethnocentric consumers such that they think of the product as a worthy purchase and of high value. the sixth, although this is consistent with the distrust nature of the low-ethnocentric consumers towards domestic brand, this provides an insight for the company to strengthen its brand value in the minds of low ethnocentric consumers. for future research, to investigate further about the specific relationship between brand loyalty and consumer ethnocentrism, future research may discuss further as to which extent disloyalty of low ethnocentric consumer is affected by their global/local orientation. to investigate further about the specific relationship between perceived quality and consumer ethnocentrism, future research may discuss further as to which extent the distrust of low ethnocentric consumer is affected by their global/local orientation. to investigate further about the specific relationship between brand awareness and consumer ethnocentrism, future research may discuss further as to which extent the lack of brand recall of low ethnocentric consumer is affected by their global/local orientation. to investigate further about the specific relationship between brand association and consumer ethnocentrism, future research may discuss further as to which extent the lack of trust on the company of low ethnocentric consumer is affected by their global/local orientation. to investigate further about the specific relationship between overall brand equity and consumer ethnocentrism, future research may discuss further as to which extent the low perception of brand value in low ethnocentric consumer is affected by their global/local orientation. comparison of skin moisturizer..... 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(annetta gunawan) 61  analisis strategi dan taktik pemasaran dalam aktivitas e-commerce untuk meningkatkan pertumbuhan pt golden rama express annetta gunawan management department, school of business management, binus university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 annetta_gunawan@hotmail.com abstract opportunities for tour & travel industry in indonesia is increasing, thus attracting a lot of players to compete. pt golden rama express as an industry leader in the tour industry wants to continue to grow the business. the development of information technology led to changes in consumer behavior, encouraging golden rama to take advantage of gaps that occur to become a leader in e-commerce activities. the purpose of this project consulting is to devise marketing strategies and tactics in order to improve the effectiveness of ecommerce activity for the golden rama. this study used questionnaire, interview, and literature study as a means to collect the data. then the results of the data analysis of both quantitative and qualitative were used to plan growth based on the concept of matrix nine. the results of this study revealed that the existing customers of pt golden rama express which can be expanded to the e-commerce market are upper middle families who have often gone abroad. wife has significant role in filtering and selecting information and its potential customers are families who are beginners in terms of holidaying abroad are active in the virtual world with the characteristics as early adopters. this study is expected to be input to the pt golden rama express in determining marketing strategies are needed in the market work is done by integrating the activities of online, offline, and mobile, based on the concept communitization, confirmation, and the clarification, which is equipped with the concept of crossing the chasm. then the marketing tactics is based on the concept of communal activation and conversation, improve web site content, as well as applying the principle of contextual marketing. keywords: growth, marketing strategy, marketing tactics, e-commerce abstrak peluang bagi industri tour & travel di indonesia makin menggiurkan, sehingga menarik banyak pemain untuk berkompetisi. pt golden rama express sebagai leader dalam industri tour ingin terus mengalami pertumbuhan dalam bisnisnya. perkembangan teknologi informasi yang menyebabkan perubahan perilaku konsumen mendorong golden rama untuk memanfaatkan retakan yang terjadi dengan menjadi yang terdepan dalam kegiatan e-commerce. tujuan dari penelitian ini adalah untuk merancangkan strategi dan taktik pemasaran dalam rangka meningkatkan efektivitas kegiatan e-commerce demi pertumbuhan golden rama. penelitian menggunakan kuesioner, wawancara, dan studi kepustakaan untuk mengumpulkan data. kemudian hasil analisis data, baik secara kuantitatif maupun kualitatif, digunakan untuk menyusun rencana pertumbuhan berdasarkan konsep matriks sembilan. hasil penelitian mengungkapkan bahwa existing customer pt golden rama express yang dapat diekspansi untuk pasar e-commerce yaitu keluarga menengah ke atas yang sudah sering pergi ke luar negeri. peran istri cukup signifikan dalam menyaring dan menyeleksi informasi dan potential customer yaitu keluarga yang merupakan beginner dalam hal berlibur ke luar negeri yang aktif dalam dunia maya dengan karakteristik sebagai early adopters. penelitian ini diharapkan dapat menjadi bahan masukan kepada pt golden rama express dalam menentukan strategi pemasaran yang diperlukan dalam menggarap pasar tersebut yang dilakukan dengan mengintegrasikan kegiatan online, offline, serta mobile, dengan berlandaskan pada konsep communitization, confirmation, dan clarification, yang dilengkapi dengan konsep crossing the chasm. kemudian taktik pemasaran disusun berdasarkan konsep communal activation dan conversation, memperbaiki konten web site, serta menerapkan prinsip contextual marketing. kata kunci: pertumbuhan, strategi pemasaran, taktik pemasaran, e-commerce 62   journal the winners, vol. 15 no. 1, maret 2014: 61-71  pendahuluan industri pariwisata merupakan salah satu industri yang memberikan kontribusi terbesar di dunia. di indonesia sendiri, hingga februari 2010, terdapat sekitar 2.000 biro perjalanan wisata (bpw) yang melayani paket wisata inbound/outbound. persaingan yang ketat ini dipicu oleh peluang pasar yang menggiurkan, yang sepanjang tahun 2010 jumlah penumpang penerbangan internasional mencapai 6,59 juta orang, dan pada semester i 2011 menjadi 5,3 juta orang. sekalipun bpw di indonesia kian menjamur, sebenarnya sekitar 70% pasar pariwisata dikuasai oleh segelintir agen travel besar, dengan pt golden rama express sebagai market leader yang memiliki 7 kantor cabang perwakilan yang berlokasi di berbagai kota yang potensial. dengan terjadinya perkembangan teknologi informasi secara global membawa dampak perubahan secara revolusioner dalam berbagai aspek kehidupan, termasuk bagi industri travel agent dan pariwisata. teknologi informasi ini bermanfaat bagi travel agent dan pariwisata maupun pengguna jasa travel agent, yang melalui media internet dapat memudahkan dan mempercepat proses transaksi karena pengguna jasa tidak perlu repot datang ke kantor atau menghubungi melalui telepon cukup duduk di depan komputer dan semua hal yang berkaitan dengan pemesanan bisa dilakukan secara online. hal ini pun didukung oleh peluang yang ada dalam pasar e-commerce, terindikasi dari hasil survei nielsen tahun 2010 ke depannya, 80% di antara para pengguna internet indonesia berencana akan berbelanja secara online, dengan pariwisata berada di peringkat ke-5 atau sebesar 25% sebagai produk/jasa yang ingin dibelanjakan. berdasarkan permasalahan yang telah diidentifikasi, yaitu harapan perusahaan agar terjadi peningkatan kualitas pelayanan terhadap customer dan kenaikan penjualan melalui aktivitas ecommerce terbentur pada karakter konsumen indonesia yang belum percaya betul dan belum merasa perlu untuk bertransaksi secara online. ditambah lagi, dari pihak internal yang belum mengoptimalkan database perusahaan sebagai acuan dalam menentukan langkah strategis dan taktis terhadap target pasar yang dibidik, terutama dalam aktivitas e-commerce. tujuan dari proyek ini adalah merancangkan strategi dan taktik pemasaran dalam rangka meningkatkan efektivitas kegiatan ecommerce demi pertumbuhan bagi golden rama berdasarkan analisis terhadap karakteristik existing customers golden rama. manfaat dari penelitian ini adalah sebagai bahan masukan informatif sekaligus rekomendasi yang relevan dengan era new wave melalui pengembangan strategi e-commerce yang berkelanjutan sehingga berkontribusi positif terhadap tingkat penjualan pt golden rama express secara komprehensif. ruang lingkup dari proyek adalah fokus pada kegiatan pemasaran yang berbau strategis serta taktis yang lebih berkutat pada aktivitas e-commerce. selain itu, dari berbagai jenis jasa yang ditawarkan golden rama, secara khusus hanya dibahas mengenai paket tour outbound. kemudian dalam konsep crowd combo, hanya elemen communal activation dan conversation saja yang dibahas, karena dua elemen lainnya tidak relevan dalam penelitian ini. landasan teori pada saat perusahaan telah terjebak dalam zona aman, yaitu produk dan pasarnya sekarang, seringkali melewati peluang emas yang tidak menuntut investasi modal dan sumber daya lainnya. oleh karena itu, freedman dan tregoe (2004) menciptakan matriks produk atau pasar sebagai peta jalannya untuk mengelola implementasi strategi yang relevan melalui penentuan tekanan relatif yang diletakkan pada setiap pengelompokkan produk atau pasar. peta jalan memungkinkan suatu perusahaan mengalokasikan sumber dayanya yang langka dengan pengeksploitasi keunggulan kompetitifnya. menurut botha dan bothma (2008), integrasi dan penyesuaian strategi e-business dan ecommerce dengan strategi perusahaan secara keseluruhan sangatlah penting. winning formula dari keberhasilan kegiatan e-business menurut seybold dan marshak (1998) adalah fokus terhadap existing customers (dengan menemukan apa yang mereka butuhkan dan inginkan serta bagaimana kita dapat   analisis strategi..... (annetta gunawan) 63  membuat hidup mereka lebih mudah), setelah itu baru merangkul prospective customers dan menjalin hubungan jangka panjang dengan mereka. menurut moore (2002), cara untuk mengembangkan pasar high-tech adalah dengan mengerjakan segmen mulai dari kiri ke kanan pada kurva technology adoption life cycle, fokus pada innovators, menumbuhkan pasar tersebut, kemudian berpindah ke early adopters, menumbuhkan pasar tersebut, dan begitu seterusnya. innovators mengejar teknologi secara agresif tanpa menghiraukan fungsi dari teknologi itu sendiri, sedangkan early adopters mudah berimajinasi, memahami, dan menghargai benefit dari teknologi, serta menghubungkan potential benefit ini dengan kepentingan-kepentingan lain. strategi positioning untuk early adopters adalah “who for and what for”. segmen ini hanya akan membeli produk bila mereka tahu untuk siapa produk ini sebenarnya ditujukan dan apa fungsinya. berdasarkan kartajaya (2009), pada era new wave marketing yang dimulai pada 2008, strategi pemasaran segmenting, targeting, positioning (stp) berubah menjadi communitization (membentuk atau memanfaatkan komunitas yang ada secara horizontal), confirmation (mengoptimalkan jaringan antarkomunitas yang potensial sehingga melipatgandakan informasi yang ingin disalurkan melalui interaksi yang terhubung satu dengan lainnya), clarification (memperjelas persona atau karakter kepada komunitas karena seringkali terjadi multipersepsi mengenai identitas perusahaan dari beragam pihak). lebih lanjut, kartajaya dan darwin (2010) mengemukakan 3 karakteristik influencer sebagai akibat dari arus horizontalisasi, yaitu women, youth, dan netizen. kim dan fesenmaier (2008) menjabarkan enam dimensi untuk menentukan sejauh mana suatu travel web site dapat menimbulkan citra yang baik mengenai dirinya kepada para user, yaitu informativeness, usability, credibility, inspiration, involvement, dan reciprocity. kemudian, dalam taktik pemasaran di era new wave marketing, konsep marketing mix yang terdiri dari product, price, place, promotion (4p) berubah menjadi co-creation, currency, communal activation, conversation (4c) berubah menjadi crowd combo yang terdiri dari co-creation, currency, communal activation, conversation (4c). namun, yang dibahas dalam penelitian ini seperti sudah disebutkan dalam ruang lingkup, hanya communal activation (saluran distribusi yang berperan dalam menghantarkan produk dari produsen ke pelanggan dengan memanfaatkan praktik channeling yang telah berubah menjadi ke arah komunal, baik di online maupun offline) dan conversation (kegiatan promosi dengan memanfaatkan interaksi antar perusahaan dengan pelanggan dalam sebuah diskusi). komunitas yang dimanfaatkan dalam communal activation terdiri dari 3 jenis, yaitu pool model (secara otomatis sudah menjadi komunitas tersendiri karena para konsumen punya nilai-nilai, identitas, dan aktivitas yang sama), hub model (biasanya bersatu karena kekaguman anggotanya terhadap satu ikon), dan web model (para anggotanya punya hubungan yang cukup erat satu dengan lainnya dan umumnya terjadi secara alamiah di web site). menurut cavallini (2009), kita perlu mempelajari bagaimana berbicara kepada pelanggan di waktu yang tepat dan dengan cara yang benar, di mana hal ini terwujud dalam contextual marketing. hasil penelitian yang dilakukan eisingerich dan kretschmer (2008) menyimpulkan bahwa terdapat beberapa cara jitu dalam mendongkrak penjualan via online melalui loyalitas pelanggan, antara lain: personalized shopping, clear categorization, order tracking, serta pemaparan informasi produk/ jasa yang terperinci. berlandaskan penelitian luo dan seyedian (2003), persepsi contextual marketing memiliki pengaruh positif terhadap persepsi pengguna e-commerce. keberhasilan implementasi praktik contextual marketing diukur dari ramuan informasi kontekstual yang diadaptasikan dengan kebutuhan informasi dan transaksi data pelanggan yang mendetail setiap kliknya. ditambah lagi, takkan lepas dari integrasi beberapa aktivitas yang fokus pada contextual marketing communication yang terhubung diantara lingkungan online, mobile, dan offline (lee, 2005). 64   journal the winners, vol. 15 no. 1, maret 2014: 61-71  contextual marketing crowd combo taktik pemasaran e-commerce communitization, confirmation, clarification crossing the chasm strategi pemasaran e-commerce analisis data pelanggan rencana pertumbuhan golden rama karakteristik pelanggan golden rama metode gambaran secara keseluruhan mengenai penelitian yang dilakukan untuk menentukan rencana pertumbuhan serta strategi dan taktik pemasaran e-commerce pada pt golden rama express dapat dilihat dalam model penelitian gambar 1. gambar 1 kerangka pemikiran pengumpulan data untuk penelitian ini dilakukan dengan wawancara, penyebaran kuesioner, dan observasi. wawancara dilakukan melalui telepon terhadap 15 orang pelanggan pt golden rama express yang menjadi sampel dan pihak internal perusahaan. penyebaran kuesioner dilakukan terhadap 16 orang responden melalui internet. observasi dilakukan terhadap pelanggan golden rama yang terlibat dalam web site, fanpage di facebook, dan account twitter golden rama, serta terhadap customer service yang diterapkan oleh beberapa tour & travel agent melalui ghost shopping. data sekunder didapatkan melalui studi kepustakaan yaitu dari buku dan jurnal yang terkait dan juga data dari media. untuk menjawab tujuan pertama dalam consulting project ini, yaitu untuk menganalisis karakteristik existing customers pada pt golden rama express, digunakan metode deskriptif. data hasil wawancara dan kuesioner diolah dengan cara meringkas dan mengintegrasikan data tersebut, hingga disajikan dalam bentuk chart dan dengan begitu menyediakan informasi-informasi yang dibutuhkan untuk proses analisa selanjutnya. selain itu, metode deskriptif juga digunakan untuk mengetahui seberapa efektif web site yang sudah ada sekarang dalam memberikan kontribusi terhadap kegiatan e-commerce pada pt golden rama express dengan mengambil dimensi yang diusulkan kim dan fesenmaier (2008).   analisis strategi..... (annetta gunawan) 65  analisis dengan metode kuantitatif dilakukan terhadap hasil kuesioner yang disebarkan kepada pelanggan golden rama dengan tujuan memetakan profil pelanggan dan mengolah hasil jawaban responden mengenai web site pt golden rama express yang menggunakan skala likert. sedangkan penggunaan metode kualitatif bertujuan untuk menganalisis informasi secara spesifik mengenai karakteristik dan perilaku pelanggan terhadap industri tour dan travel, khususnya golden rama, yang diperoleh melalui wawancara. setelah mendapatkan gambaran mengenai karakteristik existing customers, maka ditentukan rencana pertumbuhan pt golden rama express dalam pasar ecommerce berdasarkan konsep matriks sembilan oleh freedman dan tregoe (2004). baru kemudian, strategi serta taktik pemasaran untuk meningkatkan efektivitas kegiatan e-commerce bagi pt golden rama express dirancang dengan berlandaskan konsep new wave marketing oleh kartajaya dan darwin (2010), yang dilengkapi dengan konsep crossing the chasm oleh moore (2002) dan contextual marketing. hasil dan pembahasan berikut merupakan data hasil survei terhadap pelanggan pt golden rama express melalui wawancara di telepon dan penyebaran kuesioner di internet. pertama, jenis kelamin; hanya 2 dari 31 responden yang melakukan outbound bersama teman, sedangkan sisanya bersama keluarga inti (ayah, ibu, dan/atau anak) ataupun keluarga besar. melalui penyebaran kuesioner, peran seorang ayah sebagai kepala rumah tangga yang memutuskan destinasi atau travel agent yang dipilih sebesar 54%, diikuti ibu (20%), dan anak (13%). walaupun peran ayah dalam mengambil keputusan masih dominan, yang bertugas untuk mencari dan memfilter informasi, atau paling tidak yang berperan sebagai perwakilan keluarga untuk berhubungan dengan golden rama adalah istri atau ibu. peran anak dalam mengambil keputusan lebih menonjol pada keluarga-keluarga yang orang tuanya sudah lanjut usia dan anak sudah berprofesi sebagai mahasiswa atau pekerja. kedua, umur; mayoritas responden via telepon berusia sekitar 41-50 tahun (44%), sedangkan penyebaran kuesioner via internet didominasi oleh responden berusia kurang dari 25 tahun sebesar 27%. dengan kata lain, terdapat perbedaan latar belakang umur yang signifikan, bahwa peselancar internet cenderung dijelajahi oleh kaum youth. ketiga, profesi; mayoritas pelanggan golden rama sebanyak 13 orang dari keseluruhan. menurut wawancara, pada dasarnya mereka menghabiskan momentum liburan panjang (lebaran, hari raya natal, dan tahun baru) yang tergolong high season dengan bepergian ke luar negeri bersama keluarga. keempat, destinasi yang pernah dikunjungi; berlandaskan observasi di antara 31 responden diperoleh, 31 kali kunjungan ke china/hongkong/macau, 28 kali kunjungan ke eropa barat, diiringi beberapa negara asia lainnya dan didukung oleh data sekunder dari golden rama. asumsi yang terbentuk adalah para pelanggan selaku turis domestik yang bukan kali pertama berwisata ke luar negeri dan berhasrat mencicipi destinasi selanjutnya bersama keluarga/teman. menurut survei melalui 15 responden dunia maya, biasanya salah satu indikasi new customers dari lokasi wisata yang dituju tiada lain adalah negara tetangga indonesia di benua asia, antara lain: singapura (33%), china/hongkong (20%), jepang (14%), dan lainnya. kelima, transaksi online, web site golden rama, proses transaksi di kemudian hari; secara keseluruhan, hampir semua pelanggan mengetahui keberadaan web site golden rama. setelah ditanya lebih lanjut, 45% responden secara keseluruhan tidak mengetahui fasilitas online booking di web site. bisa diasumsikan adanya peluang yang bisa disambut hangat oleh golden rama, bilamana beragam aktivitas transaksi online yang pernah dilakoni dikaitkan dengan minimnya pengetahuan responden mengenai online booking serta harapan besar mereka terhadap proses transaksi via online sudah sepantasnya direspons positif melalui terobosan kegiatan edukasi yang mampu mengubah perilaku para pelanggan secara berkesinambungan. beralaskan analisis data pelanggan yang disesuaikan dengan pasar e-commerce golden rama saat ini, maka rencana pertumbuhan yang relevan berdasarkan matriks sembilan adalah sebagai berikut. 66   journal the winners, vol. 15 no. 1, maret 2014: 61-71  produk/jasa sekarang dimodifikasi baru sama sekali se ka ra ng a b c p as ar d ip er lu as b b c b ar u sa m a se ka li c c d gambar 2 posisi golden rama dalam matriks sembilan area a setiap organisasi memiliki pasar dan produk yang ada sekarang. perusahaan harus berusaha memaksimalkan peluang-peluang di daerah ini sebelum menjelajah lebih jauh. alasan pertama, pelanggan golden ramasaat ini mayoritas adalah keluarga, dan bahwasanya memang target pasar keluarga yang paling diandalkan golden rama masih bisa digarap. biasanya keluarga memang datang ke pameran untuk membeli produk tour namun justru mereka bisa diedukasi untuk memanfaatkan web site agar membuat proses pembelian lebih efisien, kecuali mereka yang sudah lebih dari 3 kali menggunakan jasa golden rama, yaitu mereka yang sudah termasuk pelanggan loyal. hal ini biasanya disebabkan mereka sudah memiliki relasi dengan representative dari golden ramadan langsung membeli via telepon, sehingga enggan untuk mencari informasi di internet lagi. kedua, mayoritas pelanggan berprofesi sebagai pegawai negeri/swasta yang diikuti wiraswasta lebih mudah digarap karena kaum profesional lebih familiar dengan internet dan bisa diarahkan untuk terlibat aktif dalam kegiatan e-commerce. ketiga, hasil wawancara via telepon dengan pelanggan yang berdomisili di semarang adalah kendala yang dihadapi mereka di luar jakarta yang biasanya bergantung pada pameran salah satu agen golden rama sehingga sering kali kehabisan tempat akibat penyelenggaraan pameran cenderung lebih telat ketimbang di jakarta. online booking bisa menjadi alternatif solusi yang tepat guna, namun ironisnya memang tidak mengetahui adanya layanan tersebut di web site golden rama. keempat, peluang yang terlihat dari data primer menuturkan bahwa sebenarnya mereka sudah mengenal web site golden rama namun tidak mengetahui keberadaan, keuntungan, serta langkah-langkah praktis online booking. area b kebanyakan organisasi akan mengejar produk-produk yang dimodifikasikan, dan/atau pasarpasar sekarang dan pasar yang diperluas, pada saat paling awal dalam periode strategis. alasan pertama, pasar e-commerce merupakan pasar beginner yang bisa digarap, terbukti dari beberapa   analisis strategi..... (annetta gunawan) 67  responden yang mengunjungi negara-negara yang sudah lazim/dekat dan memang pilihan online booking lebih tepat dimanfaatkan ketimbang negara tujuan yang jauh/tidak lazim di mana mereka akan lebih nyaman datang ke pameran agar bisa bertanya secara terperinci. kedua, pasar potensial lainnya adalah keluarga yang anggotanya berperan mencari informasi serta aktif di dunia maya. pasar ini bisa dijaring melalui forum diskusi/ jual-beli dan situs jejaring sosial. ketiga, menurut kurva technology adoption life cycle (gambar 3), pasar early adopters bisa ditumbuhkembangkan yang saat ini baru hanya segelintir orang-orang yang ‘berani’ untuk melakukan online booking di web site golden rama, dan dapat dikatakan mereka menyandang predikat innovators (19% dari responden via telepon) karena telah mengadopsi cara baru dalam melakukan booking produk tour tanpa adanya rasa keragu-raguan. ulasan lain yang mendukung dari hasil wawancara kami bahwa 31% dari total responden yang cenderung mengedepankan kepraktisan sebagai benefit dalam bertransaksi jasa tour secara online. . gambar 3 posisi golden rama dalam technology adoption life cycle selanjutnya aktivitas yang diperlukan untuk menyasar pasar, area a (existing customers) dan area b (potential customers) tidak lain adalah strategi pemasaran versi kartajaya. communitization memanfaatkan serta memetakan komunitas yang sudah terbentuk (pool model), baik dalam dunia virtual maupun dunia maya, seperti (1) komunitas wanita dewasa dengan lifestyle modern dan gemar bepergian ke luar negeri serta suka berbincang-bincang dengan sesama golongan ekonomi menengah ke atas. segmen ini ditujukan untuk menyasar pasar area a, yang di dalamnya peran istri dalam keluarga termasuk signifikan dalam menentukan pembelian. akan tetapi, segmen ini juga dapat ditujukan untuk area b, yang di dalamnya terdapat anggota komunitas ini yang merupakan beginner dalam hal berlibur ke luar negeri karena kelas ekonomi baru saja ‘naik kelas’ atau memang baru sempat untuk berlibur ke luar negeri. (2) kedua area yang beranggotakan komunitas para wiraswasta dan profesional yang senang mengisi waktu luang di sela-sela kesibukan jadwal pekerjaan mereka dengan membaca majalah mengenai pergulatan usaha bisnis atau aktivitas marketing terkini. (3) demi menyasar area b yaitu komunitas netizen yang memiliki hobi travelling dan berdomisili di dalam forum-forum diskusi/jual-beli online secara aktif. membangun komunitas baru (hub model) untuk memberi ruang gerak bagi para traveller dalam berbagi informasi seputar perjalanan wisata. (1) fitur community merupakan wadah yang terdiri dari existing customers di web site namun belum menunjukkan eksistensinya lewat interaksi antar-anggota. (2) lebih mengaktifkan komunitas di facebook dan twitter karena komunikasi hanya terjalin antara anggota dengan pihak golden rama, bukan antar-anggota dalam rangka membidik area a dan area b. (3) memberdayakan beragam fitur yang ditawarkan masing-masing situs jejaring sosial. 68   journal the winners, vol. 15 no. 1, maret 2014: 61-71  confirmation sudah seharusnya perusahaan ikut terjun berpartisipasi dalam komunitas lewat media massa serta media elektronik potensial yang berada di sekeliling calon pelanggannya dengan menyalurkan informasi yang bernilai guna bagi para anggota dalam komunitas yang bersangkutan. konkretnya, partisipasi dilakukan lewat majalah yang identik dengan tren gaya hidup bagi wanita modern saat ini, sedangkan majalah yang mampu menyajikan peluang bisnis bagi para profesional. sehubungan dengan teori crossing the chasm, maka strategi ini tepat dilakukan karena segmen early adopters selaku agen perubahan bagi perusahaan mampu memberi sinyal yang efektif pada komunitas bisnis perihal kemajuan teknologi, sehingga berada dekat dengan jalur pengembangan untuk memastikannya berjalan sesuai dengan arah yang mereka inginkan. oleh karena itu, penting bagi perusahaan untuk aktif terlibat dalam komunitas yang sudah terbentuk. clarification strategi memosisikan diri golden rama dalam persepsi masing-masing target pasar early adopters dengan menonjolkan fungsi dan benefit yang dapat diberikan golden rama, yaitu lewat metode “who for and what for”, seperti berikut. pertama, komunitas wanita dewasa yang memiliki lifestyle modern dan senang bercakap-cakap dengan golongan ekonomi menengah ke atas, “golden rama hadir untuk membantu para wanita masa kini hidup lebih sehat, baik secara tubuh maupun jiwa, serta mempererat keintiman antar-anggota keluarga, dengan cara yang mudah dan praktis melalui adanya online booking”. kedua, komunitas para profesional, “golden rama hadir untuk membantu meningkatkan produktivitas dan kreativitas dalam bekerja, dengan cara yang praktis melalui online booking sehingga mengedepankan efisiensi waktu”. ketiga, komunitas netizen yang memiliki hobi travelling dan aktif dalam forum-forum diskusi online, “golden rama hadir untuk membantu merencanakan liburan dengan cara yang berbeda dari travel agent lain, dengan hadirnya web site yang sangat informatif dan adanya layanan online booking”. sedangkan untuk hub model, penekanan kembali akan identitas perusahaan bisa berupa link community dan facebook dan twitter. link community menjadikan golden rama selaku mediator yang menjembatani kebutuhan pasar akan referensi orisinal melalui suara murni langsung berlandaskan pengalaman masa lalu pelanggan harus lebih ditonjolkan. facebook dan twitter mencantumkan status secara regular sehingga diarahkan menjadi web model, sehingga terdapat penggerak komunitas yang mampu memutar roda komunikasi antar-anggota tanpa intervensi secara terus menerus dari pihak golden rama. tentunya, strategi tersebut perlu diselimuti dengan langkah-langkah taktis dengan mengaplikasikan konsep crowd combo, mengevaluasi efektivitas konten web site dari persepsi pelanggan, dan menerapkan prinsip contextual marketing. communal activation saluran tradisional yang sudah berjalan melalui kompas dan pameran memiliki kekuatan komunikatif sebagai perantara kunjungan user ke web site, sehingga dapat dimanfaatkan untuk mengedukasi pasar dengan menginformasikan keberadaan dan kelebihan adanya online booking di web site golden rama. menurut wang dan fesenmaier (2003), faktor expectancy dapat mendorong orang berkontribusi dalam komunitas online, misalnya dengan menspesialisasikan user menjadi member lewat identitas diri yang diwadahi oleh adanya archieve sebagai trackrecord berupa posting/comment di komunitas web site golden rama. di sisi lain, aktif melakukan posting & comment di situs atau akun facebook lain yang terkait dengan travel serta memanfaatkan aplikasi polling pada facebook. selain itu me-link-kan rubrik golden stories dengan itinerary agar bisa berkomunitas di fitur community golden rama.   analisis strategi..... (annetta gunawan) 69  conversation bagi area a (1) mengadakan press release atau menjadi sponsor rubrik mengenai travelling di majalah dewi, mix, dan swa yang memiliki kesamaan karakter target pasar golden rama; (2) lebih men-highlight adanya layanan online booking dengan menjelaskan fungsi dan cara untuk melakukannya secara singkat; (3) meletakkan pilihan online booking di bawah itinerary karena user akan lebih sadar akan kepraktisan layanan tersebut, terutama bagi mereka yang berdomisili di luar jakarta. bagi area b (1) membagikan stiker berlabelkan situs www.golden-rama.com di pameran kepada mereka yang lewat tapi tidak mengunjungi stand golden rama; (2) aktif dalam komunitas travel di forum kaskus, detikforum, inilah.com, dan sebagainya; (3) menyediakan sitemap di web site supaya orang yang pertama kali berkunjung bisa langsung menemukan letak page yang mereka cari; (4) melengkapi informasi mengenai kegunaan dan cara-cara memesan online dengan detail di rubrik frequently asked question. konten web site berdasarkan observasi via online dengan indikasi penilaiannya berdasarkan kim dan fesenmaier (2008), implikasi dari hasil observasi tersebut adalah sebagai berikut. pertama, poin ke-4, web site golden rama dikenal sebagai situs yang mudah dipelajari karena sederhana dan harus tetap dipertahankan. kedua, poin ke-13 (terendah) pelanggan bisa meminta special offer & newsletter, padahal sudah ada. solusinya, ditempatkan di lokasi bagian atas dan diperbesar agar lebih terlihat. ketiga, poin ke-3 (kedua terendah) web site kurang up-to-date. solusinya, memfilter kebutuhan berlandaskan tanggal keberangkatan dan memberi keterangan pada kolom yang kosong. keempat, poin ke-9 (kedua terendah) web site golden rama harus lebih interaktif lagi. lalu kelima, menyajikan itinerary berupa pdf agar bisa disimpan dan dilihat ketika user sedang offline. hasil lengkap skor efektivitas web site perusahaan tersaji dalam tabel 1. tabel 1 hasil skor efektivitas web site no. pernyataan skor rata-rata kriteria 1 web site golden rama menyajikan bermacam-macam informasi 3,53 baik 2 web site golden rama menyediakan informasi yang berguna 3,6 baik 3 informasi yang ada dalam web site golden rama up-to-date 3,4 baik 4 web site golden rama mudah dipahami 3,93 baik 5 web site golden rama memudahkan saya menemukan informasi yang dibutuhkan 3,67 baik 6 web site golden rama menyajikan tempat tujuan wisata secara menarik 3,67 baik 7 web site golden rama membantu saya dalam berimajinasi mengenai tempat tujuan wisata 3,47 baik 8 web site golden rama menginspirasi saya untuk mengunjungi tempat wisata 3,67 baik 9 web site golden rama termasuk interaktif 3,4 baik 10 menyenangkan untuk merencanakan liburan saya melalui web site golden rama 3,47 baik 11 web site memungkinkan saya untuk menghubungi pihak golden rama secara langsung 3,47 baik 12 web site golden rama menyediakan customer service yang sangat membantu 3,47 baik 13 web site golden rama memungkinkan saya untuk meminta special offer dan newsletter 3,33 cukup rata-rata secara keseluruhan 3,53 baik 70   journal the winners, vol. 15 no. 1, maret 2014: 61-71  contextual marketing untuk membidik area a, maka prinsip contextual marketing diperlukan. sejalan dengan pendapat eisingerich dan kretschmer (2008), salah satu cara jitu dalam mendongkrak penjualan via online melalui loyalitas pelanggan adalah personalized shopping. personalized shopping diterjemahkan sebagai berikut. pertama, personalisasi berdasarkan database dan track record selama ini, sehingga penawaran produk direlevansikan dengan kebutuhan pelanggan misalkan dengan mengirim special offer berdasarkan historical request dari kuesioner yang disebar setelah melakukan outbound. kedua, jadwal keberangkatan merupakan hal krusial, sebaiknya disediakan kolom mengisi tanggal keberangkatan yang diinginkan ke negara tujuan tertentu sebelum itinerary keluar, sehingga dapat ditentukan jadwal yang cocok dengan mayoritas request pelanggan. ketiga, pelanggan dihidangkan informasi maupun artikel yang sesuai dengan minatnya (“search”), juga dapat dilibatkan dalam menentukan artikel atau informasi mana yang perlu disajikan pada halaman golden stories (“request article”). keempat, menggiring pelanggan untuk mengunjungi web site melalui pesan di blackberry messenger berupa artikel singkat mengenai isu-isu yang terkait dengan produk yang akan dijual sesuai minat si pelanggan. lalu diberi link ke web site golden rama, yang sebaiknya dibuat pula versi tampilannya untuk smart phone agar lebih mudah dilihat. simpulan berdasarkan penelitian yang telah dilakukan, beberapa simpulan diperoleh. pertama, existing customers dari pt golden rama express, terutama untuk produk tour, adalah keluarga menengah ke atas yang sudah sering pergi ke luar negeri. kedua, pasar potensial yang bisa digarap pt golden rama express, yaitu keluarga yang tergolong beginner dan segmen early adopters yang sering melakukan outbound. ketiga, strategi communitization, confirmation, dan diakhir clarification yang dilandasi konsep positioning dari crossing the chasm perlu diterapkan oleh pt golden rama express, lalu dilanjuti aktivitas communal activation dan conversation secara online maupun offline, memperbaiki konten web site serta mengaplikasikan prinsip contextual marketing. keempat, setelah rekomendasi, beberapa poin telah diimplementasikan pt golden rama express, yaitu itinerary di web site, update status di facebook dan twitter, profile picture di facebook. dari simpulan, saran yang dapat diajukan kepada pt golden rama express, antara lain: (1) mengimplementasikan kegiatan online, offline, serta mobile yang terintegrasi demi tercapainya pertumbuhan bisnis bagi pt golden rama express; (2) mengoptimalkan wadah community di web site dan meng-update status di facebook maupun twitter terus menerus secara proaktif serta menjadi member yang aktif dalam situs atau facebook account terkait dengan travel; (3) mengomunikasikan keberadaan dan kegunaan web site golden rama kepada existing customers dan potential customers melalui media komunikasi secara tradisional ataupunonline; (4) memperbaiki konten web site berdasarkan sudut pandang pelanggan; (5) menerapkan sistem personalisasi di web site serta menggiring pelanggan berkunjung ke web site via blackberry messenger.   analisis strategi..... 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(2005). the impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. journal of electronic commerce research, 6(3), 165–180. luo, x. & seyedian, m. (2003/2004). contextual marketing and customer-orientation strategy for ecommerce: an empirical analysis. international journal of electronic commerce, 8(2), 95– 118. moore, g. a. (2002). crossing the chasm: marketing and selling high-tech product to mainstream customers. new york: harper collins. seybold, p. & marshak, r. t. (1998). customers.com classic: how to create a profitable business strategy for the internet and beyond. boston: customers.com press. wang, y. & fesenmaier, d. r. (2003). understanding the motivation of contribution in online communities: an empirical investigation of an online travel community. electronic markets, 13(1), 33–45. microsoft word 04_henny hendarti_akuntansi sosial.doc journal the winners, vol. 7 no. 2, september 2006: 128-143 128 peranan biaya sosial dalam meningkatkan kinerja sosial dan keuangan perusahaan high dan low profile henny hendarti 1 abstract corporate social report had been done on company annual report in indonesia. workers theme was the most interesting theme amongs others. the condition happened consistently on high-profile dan low-profile industrial groups. but, corporate social report in indonesia was still low. it was assumed because the company did not taking advantage to the annual report as a communication media between company and stakeholders. possibly, it was because the company only used annual report as a report for the stakeholders and debt holders or as information for future investors. another factor causing the low number was because the company was only done small social activities. keywords: social cost, social performances, financial performances abstrak pengungkapan sosial telah dilakukan pada laporan tahunan perusahaan di indonesia. tema ketenagakerjaan paling banyak mendapat perhatian diantara tema pengungkapan sosial. kondisi itu konsisten pada kelompok industri high-profile dan lowprofile. akan tetapi, pengungkapan sosial di indonesia relatif masih rendah. diduga perusahaan tidak memanfaatkan laporan tahunan sebagai media komunikasi antara perusahaan dan stakeholders. kemungkinan, perusahaannya hanya memanfaat laporan tahunan sebagai laporan kepada stakeholders dan debthholders atau sebagai informasi bagi calon investor. faktor lain yang menyebabkan rendahnya angka tersebut, diduga perusahaan memang hanya melakukan sedikit aktivitas sosial. kata kunci: biaya sosial, kinerja sosial, kinerja keuangan 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta peranan biaya sosial... (henny hendarti) 129 pendahuluan laporan tahunan merupakan media utama penyampaian informasi oleh manajemen kepada pihak di luar perusahaan. informasi yang diungkap dalam laporan tahunan dapat dikelompokkan menjadi pengungkapan wajib (mandatory disclosure) dan pengungkapan sukarela (voluntary disclosure). pengungkapan wajib merupakan informasi dalam laporan tahunan di indonesia dikeluarkan oleh pemerintah, yaitu melalui keputusan ketua bapepam no. kap-17/pm/1995 yang selanjutnya diubah melalui keputusan ketua bapepam no. kep-38/pm/1996. peraturan yang lama berlaku bagi semua perusahaan yang telah melakukan penawaran umum dan perusahaan publik. sebagai bagian tak terpisahkankan dari perusahaan, akuntansi berupaya mengakomodasikan perubahan kecenderungan tersebut dengan melahirkan sub-disiplin akuntasi sosial. terdapat pergeseran mendasar yang dilakukan disiplin akuntansi melalui wacana ini, yaitu perubahan paradigma pertanggungjawaban. bila selama ini produk akuntansi dimaksudkan sebagai pertanggungjawaban manajemen kepada pemilik saham, kini paradigma tersebut diperkuas menjadi pertanggungjawaban kepada seluruh stakeholders. standar akuntansi keuangan yang dikeluarkan oleh ikatan akuntan indonesia (iai), secara implicit telah mengakomodasikan hal tersebut. misalnya, sebagaimana tertulis dalam pernyataan standar akuntansi keuangan (psak) no. 1 (revisi 1998) paragraph kesembilan: perusahan dapat pula menyajikan laporan tambahan, seperti laporan mengenai lingkungan hidup dan laporan nilai tambah (value added statement), khususnya bagi industri tempat faktor lingkungan hidup memegang peranan penting dan bagi industri yang menganggap pegawai sebagai kelompok pengguna laporan yang memegang peranan penting. gray et. al. (1998b:50-56) merangkum berbagai teori yang dipergunakan oleh para peneliti untuk menjelaskan kecenderungan pengungkapan sosial dalam tiga kelompok utama. pertama, decision-usefulness studies. sebagian studi yang dilakukan oleh para peneliti yang mengemukakan teori ini menemukan bukti bahwa informasi sosial dibutuhkan oleh para users. para analis, banker, dan pihak lain yang dilibatkan dalam penelitian tersebut diminta melakukan pemeringkatan terhadap infoemasi akuntansi. informasi akuntansi tersebut tidak terbatas pada informasi akuntansi tradisional yang telah dikenal selama ini, namum juga informasi yang lain yang relatif baru dalam wacana akuntansi. mereka menempatkan informasi aktivitas sosial perushaan pada psosisi yang “moderately important.” kedua, economic theory studies. studi tentang teori ekonomi dalam corporate responsibility reporting ini mendasarkan diri pada economic egency theory dan accounting positive theory. penggunaan agency theory menganalogikan manajemen adalah agen dari satu prinsipal. lazimnya, prinsipal diartikan sebagai saham atau traditional users lain. namun, pengertian prisnsipal tersebut meluas menjadi seluruh interest group perusahaan yang bersangkutan. sebagai agen, manajemen akan berupaya journal the winners, vol. 7 no. 2, september 2006: 128-143 130 mengoperasikan perusahaan sesuai dengan keinginan publik (baca: stakeholder). ketiga, social and political theory studies. studi di bidang ini menggunakan teori stakeholders, teori legitimasi organisasi, dan teori ekonomi politik. teori stakeholder mengasumsikan bahwa eksistensi perusahaan ditentukan oleh para stakeholders. perusahaan berusaha mencari pembenaran dari para stakeholder dalam menjalankan operasi perusahaannya. semakin kuat posisi stakeholders, semakin besar pula kecenderungan perusahaan mengadaptasi diri terhadap keinginan para stakeholders-nya. para peneliti akuntansi sosial tertarik untuk menguji pengungkapan sosial pada berbagai perushaan yang memiliki perbedaan karakteristik. salah satu perbedaan karakteristik yang menjadi perhatian adalag tipe industri, yaitu industri yang high-profile dan industri low-profile. untuk membedakan kedua jenis industri tersebut, definisi yang diusulkan oleh robert (dalam hackston and milne, 1996:87) dapat dipergunakan. robert mendefinisikan high-profile companies sebagai perusahaan yang memilik consumer visibility, tingkat risiko politik dan tingkat kompetisi yang tinggi. david ricardo mengembangkan perangkat teori yang menyangkut empat kelompok, permasalahannya, yaitu teori tentang nilai dan harga barang; teori tentang distribusi pendapatan sebagai pembagian hasil dari seluruh produksi dan disajikan sebagai teori upah, teori sewa tanah, teori bunga dan laba; teori tentang perdagangan internasional; teori tentang akumulasi dan perkembangan ekonomi (sumitro djojohadikusumo, 1991:31). pada dasarnya, pemikir ekonomi tersebut berpendapat bahwa aktivitas ekonomi harus memberikan kontribusi kepada masyarakat secara menyeluruh, yaitu keserasian dalam kehidupan ekonomi dan kesejahteraan umum. sejalan dengan perkembangan aktivitas ekonomi yang dilandasi oleh pemikir ekonomi mahzab klasik, akuntansi pun mengalami sejarah perkembangan yang panjang. perkembangan sejarah akuntansi tidak lepas dari praktik pencatatan akuntansi. pada hakikatnya, para ahli sepakat apabila dikatakan bahwa praktik akuntansi dalam arti pencatatan kejadian bisnis sudah lama dimulai, yaitu sejak adanya aktivitas ekonomi. pada dekade tahun 1975 akuntansi sosial menjadi isu baru yang membahas pencatatan setiap transaksi keuangan perusahaan yang mempengaruhi lingkungan masyarakat. apabila perusahaan tidak memperhatikan seluruh faktor yang mengelilinginya mulai dari karyawan, konsumen, lingkungan, dan sumber daya alam dalam satu kesatuan yang saling mendukung sebagai suatu sistem, maka akhirnya kan mengakhiri eksistensi perusahaan itu sendiri (marbun, 1991). biaya yang berkaitan dengan kemasyarakatan tersebut disebut biaya sosial. biaya sosial yang harus dikeluarkan oleh perusahaan dalam perkembangannya sampai saat ini masih atas dasar desakan masyarakat. walupun masyarakat menuntut perusahaan untuk menghasilkan produk sebagai kebutuhannya tetapi sekarang masyarakat menuntut agar perusahaan bertanggung jawab terhadap masyarakat melalui kepedulian terhadap masalah sosial. artinya, hak dan kewajiban perusahaan sama seperti peranan biaya sosial... (henny hendarti) 131 layaknya penduduk sebagai bagian dari masyarakat yang diharapkan menjadi penduduk yang memiliki tanggung jawab sosial bukan perusak. kepedulian perusahaan terhadap masyarakat harus diungkapkan berupa laporan tanggung jawab sosial yang ternyata dapat berdampak terhadap kemajuan perusahaan itu sendiri. laporan tanggung jawab sosial perusahaan, bukan hanya bermanfaat bagi masyarakat yang ada di luar perusahaan tetapi para pegawai pun sangat memperhatikan mengenai masalah ini, sebagai bahan informasi mengenai tanggung jawab perusahaan terhadap masyarakat. hal itu karena laporan tanggung jawab sosial perusahaan dapat memberikan semangat untuk berprestasi dalam melaksanakan tugasnya. para investor juga menaruh perhatian terhadap isu lingkungan ini, terutama kaitannya dengan pemilihan investasi, tentunya para investor memilih investasi yang paling menguntungkan. namun, kepedulian sosial perusahaan ini masih dipengaruhi skala usaha dan kelompok perusahaan tertentu saja (cowen at al., 1987). bahkan dalam perkembangan selanjutnya bahwa pihak yang berkepentingan menaruh perhatian terhadap pengungkapan biaya sosial ini, terutama dalam keutusan ekonominya (mcguire et al., 1988). bahkan, r.w robert berpendapat bahwa pengungkapan tanggung jawab sosial ini harus digunakan sebagai salah satu strategi dalam mengembangkan usahanya (r.w robert, 1992). para peneliti sebelumnya berpendapat bahwa biaya sosial yang dikeluarkan perusahaan lebih mengarah kepada citra positif dari masyarakat terhadap perusahaan,karena perusahaan sudah memiliki kepedulian terhadap masyarakat. namun para peneliti berikutnya, biaya sosial yang dikeluarkan perusahaan berpengaruh pula terhadap kinerja keuangan. bahkan anderson & frankle berpendapat lebih jauh lagi, implikasi dari laba perusahaan akan berpengaruh terhadap naik turunnya harga saham di bursa bagi perusahaan yang memiliki kepedulian sosial yang tinggi (anderson & frankle, 1980). salah satu cara untuk mengukur luas pengungkapan yang digunakan dalam penelitian sebelumnya adalah berdasarkan daftar item pengungkapan yang dimuat dan/atau dapat dimuat dalam laporan tahunan. pengukuran luas pengungkapan dengan cara tersebut ada dua macam, yaitu memberi bobot kepada setiap item dan tanpa memberi bobot kepada setiap item. pembahasan journal the winners, vol. 7 no. 2, september 2006: 128-143 132 profil sampel bila dilihat dari ukuran perusahaan (dinilai dari nilai aktiva), sampel yang terpilih memiliki keragaman. keragaman ukuran perusahaan yang menjadi sampel terlihat pada tabel 1 (dari hasil penelitian yang dilakukan oleh muhammad muslim utomo, se, akt., yayasan mitra mandiri pekalongan). tabel 1 komposisi sampel berdasarkan ukuran perusahaan ((miliar rupiah) nilai aktiva high-profile low-profile total ∑ % ∑ % ∑ % ≥ 5.000 4 4,94 4 4,94 8 9,88 4.000 – 4.999 2 2,47 1 1,23 3 3,70 3.000 – 3.999 3 3,70 4 4,94 7 8,64 2.000 – 2.999 9 11,11 2 2,47 11 13,58 1.000 – 1.999 1 1,23 7 8,64 8 9,88 500 999 3 3,70 7 8,64 10 12,35 < 500 17 20,99 17 20,99 34 41,98 jumlah 39 48,15 42 51,85 81 100 sumber: data diperoleh dari perusahaan neraca sampel, diolah. keterangan: ∑ = jumlah perusahaan sample % = persentase perusahaan pada kelas tersebut terhadap total perusahaan sample nilai aktiva yang diperoleh dari neraca tahun 1998 sampel yang memiliki kekayaan terbesar adalah pt indah kiat paper & pulp corporation tbk (perusahaan high-profile), dengan nilai aktiva terbesar rp59.759,752 miliar. sampel dengan nilai aktiva terkecil adalah pt sofyan hotels tbk (perusahaan high-profile) dengan asets sebesar rp11,797 miliar. pemetaan pengungkapan sosial pada bagian ini, peneliti akan memetakan pengungkapan sosial yang dilakukan oleh perusahaan di indonesia, baik industri high-profile maupun industri low-profile. pada tabel 2a, 2b, 3a, dan 3b, cells yang berada di sebelah kanan item pengungkapan sosial menunjukkan persentase perusahaan yang melakukan pengungkapan sosial yang sesuai dengan kriteria cell tersebut. kriteria cell merupakan perpaduan antara baris dan kolom. tabel 2a persentase perusahaan high-profile yang melakukan pengungkapan sosial berdasarkan tema dan lokasi di dalam laporan tahunan (dalam %) peranan biaya sosial... (henny hendarti) 133 tema pengungkapan lokasi di dalam laporan tahunan overview s.koms. s.dir feature cat. l.l. dam kemasyarakatan 2,56 2,56 12,82 15,39 48,72 7,69 produk dan konsumen 20,51 17,95 41,01 15.36 2,56 20,51 ketenagakerjaan 15,39 56,41 74,36 30.77 89,74 20,51 keterangan: s.koms= surat dari dewan komisaris; s.dir= surat dari dewan direksi; cat lk= catatan atas laporan keuangan; dam= diskusi dan analisis manajemen tabel 2a menunjukkan proporsi (persentase) perusahaan dalam industri highprofile yang melakukan pengungkapan sosial berdasarkan tema dan lokasi pengungkapan. tema ketenagakerjaan merupakan tema yang diungkap oleh banyak perusahaan: 89,74% perusahaan mengungkapnya di bagian ‘catatan atas laporan keuangan”; 74,36% mengungkapnya di bagian “surat dari dewan direksi”. bila dilihat dari lokasi laporan tahunan, banyak perusahaan yang memanfaatkan bagian “surat dari dewan direksi” untuk melakukan pengungkapan sosialnya, sebanyak 12,82% (kemasyarakatan); 41,01% (produk dan konsumen) dan 74,36% (ketenagakerjaan) dari perusahaan sub sampel higprofile melakukan pengungkapan sosial di bagian ini. kondisi yang hampir serupa terjadi pada perusahaan sub-sampel low-profile (lihat tabel 3b). tabel 2b persentase perusahaan low-profile yang melakukan pengungkapan sosial berdasarkan tema dan lokasi dalam laporan tahunan (dalam %) tema pengungkapan lokasi di dalam laporan tahunan overview s.koms. s.dir feature cat. l.l. dam kemasyarakatan 4,76 2,38 9,52 4,76 42,86 11,90 produk dan konsumen 16.67 4,76 23,81 11,90 0 9,52 ketenagakerjaan 9.52 38,10 59,52 14,29 90,48 19,05 keterangan: s.koms= surat dari dewan komisaris; s.dir= surat dari dewan direksi; cat lk= catatan atas laporan keuangan; dam= diskusi dan analsiis manajemen serupa dengan perusahaan high-profile, tema ketenagakerjaan juga diungkap oleh banyak perusahaan. sekitar 90% perusahaan low-profile melakukan pengungkapan tema ini pada bagian “catatan atas laporan keuangan” dan 59,52% pada bagian “surat dari dewan direksi”. banyaknya perusahaan yang melakukan pengungkapan tema ketenagakerjaan karena ada tiga item dalam tema ini yang diungkap oleh hampir setiap perusahaan, baik low-profile maupun high-profile, yaitu pendidikan dan latihan, gaji dan tunjangan, dan kesejahteraan lain. tabel 3a persentase perusahaan high-profile yang melakukan pengungkapan sosial berdasarkan tema dan tipe pengungkapan (dalam %) journal the winners, vol. 7 no. 2, september 2006: 128-143 134 tema pengungkapan lokasi di dalam laporan tahunan naratif kualitatif kuantitatif nonmoneter kuantitati moneter kemasyarakatan 30,77 12,82 46,15 produk dan konsumen 66,67 40,26 10,26 ketenagakerjaan 87,18 56,41 94,87 sebesar 94,87% perusahaan high-profile melakukan pengungkapan tema ketenagakerjaan dengan tipe pengungkapan kuantitatif moneter dan 87,18% dalam bentuk naratif kualitatif. tingginya persentase itu disebabkan item gaji, item tunjangan dan kesejahteraan lain, dan item pendidikan dan latihan pada tema ketenagakerjaan sering kali dinyatakan dalan dua bentuk, yaitu kuatitatif moneter dan naratif kualitatif. tema lain yang menjadi concern perusahaan high-profile adalah produk dan konsumen. sebanyak 66,67% perusahaan high-profile mengungkap tema ini secara naratf kualitatif. umumnya, perusahaan tersebut mengungkap item “mutu produk” dan “penghargaan kualitas” pada laporan tahunan mereka secara naratif kualitatif. tabel 3b persentase perusahaan low-profile yang melakukan pengungkapan sosial berdasarkan tema dan tipe pengungkapan (dalam %) tema pengungkapan lokasi di dalam laporan tahunan naratif kualitatif kuantitatif nonmoneter kuantitati moneter kemasyarakatan 23,81 2,38 52,38 produk dan konsumen 42,86 2,38 0 ketenagakerjaan 85,71 45,24 90,48 serupa dengan perusahaan di industri high-profile, perusahaan low-profile juga banyak melakukan pengungkapan tema ketenagakerjaan. pengungkapan tersebut berbentuk kuantitatif moneter (90,48%), naratif kualitatif (85,47%), dan dalam bentuk kuantitatif nonmoneter (45,24%). sebaliknya, tidak ada perusahaan low-profile yang melakukan pengungkapan pada tema pokok produk dan konsumen dalam bentuk kuantitatif moneter. hasil uji beda pengungkapan sosial pada dua tipe industri hipotesis yang menyatakan bahwa aktivitas pengungkapan sosial yang dilakukan oleh perusahaan-perusahaan dalam industri low-profile, akan diperlihatkan pada tabel 4. selanjutnya, hasil pengujian statistik z akan diperlihatkan pada tabel 5. tabel 4 rerata dan persentase pengungkapan sosial pada seluruh tema peranan biaya sosial... (henny hendarti) 135 tipe industri proksi rerata ∑ item % dari ∑ item high-profile kemasyarakatan 1,462 10 14,62 produk & konsumen 1,359 5 27,18 ketenagakerjaan 4,821 15 32,14 total 7,641 30 25,47 low-profile kemasyarakatan 1,190 10 11,90 produk & konsumen 0,738 5 14,76 ketenagakerjaan 4,167 15 27,78 total 6,095 30 20,32 total kemasyarakatan 1,321 10 13,21 produk & konsumen 1,037 5 20,74 ketenagakerjaan 4,481 15 29,87 total 6,840 30 22,80 rerata pada tabel 4 menunjukkan bahwa pengungkapan sosial yang dilakukan oleh perusahaan dalam industri high profile lebih tinggi daripada pengungkapan sosial yang dilakukan oleh perusahaan dalam industri low-profile (7,641:6,095). hasil yang sama ditunjukkan oleh rerata pada tiap proksi. penjelasan yang dapat dikemukakan dalam perusahaan high-profile memiliki sensitivitas lingkungan sosial yang lebih tinggi daripada perusahaan low-profile. perusahaan high-profile umumnya memiliki sifat: memiliki tenaga kerja yang besar, ukuran perusahaan yang lebih besar, serta konsumen lebih berhati-hati terhadap produk dan layanan perusahaan high-profile. tabel 4 menunjukkan tema yang paling banyak diungkapkan adalah tema ketenagakerjaan: 4,481 item. secara persentatif, angka tersebut merupakan 29,87% dari total item pada tema tersebut yang harus diungkap. hasil itu serupa dengan tema andrew et.al. (1989: 373) ketika meneliti pengungkapan sosial di negara berkembang (malaysia dan singapura). mereka mendapati angka 71% dari total pengungkapan sosial yang dilakukan oleh perusahaan tersebut merupakan pengungkapan dalam tema human resources. andrew et.al. (1989: 373) menduga kecenderungan tersebut disebabkan besarnya perhatian pemerintah setempat pda tema tersebut. bila dilihat dari tipe industri, tema ketenagakerjaan juga menempati urutan teratas dalam hal proporsi item yang paling banyak diungkap, baik pada industri high-profile maupun pada industri low-profile. pada industri high-profile, item yang diungkap pada tema ini mencapai 4,821 item atau 32,14% dari seluruh item yang harus diungkap pada tema ini (15 item) sedangkan pada industri low-profile, terdapat 4,167 item atau 27,78% dari seluruh item pada tema ini. bila tema pengungkapan diranking berdasarkan urutan proporsi pengungkapan maka susunan yang diperoleh adalah tema ketenagakerjaan, tema kemasyarakatan, dan tema produk dan konsumen. bila dikaitkan dengan teori legitimasi, teori agensi, atau teori stakeholders, urutan tesebut juga mencerminkan urutan tuntutan publik terhadap perusahaan. tuntutan dibidang ketenagakerjaan relatif lebih menonjol daripada tuntutan dibidang lain. tuntutan dibidang ketenagakerjaan umumnya berkaitan dengan journal the winners, vol. 7 no. 2, september 2006: 128-143 136 ketidakmampuan perusahaan dalam memenuhi kebutuhan kesejahteraan karyawan, misalnya kecilnya tingkat upah dan keengganan manajemen banyak perusahan dalam memenuhi tunjangan hari raya (thr). tabel 4 juga memperlihatkan sosial yang dilakukan oleh perusahaan masih relatif sangat sedikit. persentase tertinggi yang dicapai tema ketenagakerjaan, hanya sekitar 30% (total 29,87%; high-profile 32,14%; dan low-profile 27,78%) dari daftar pengungkapan sosial yang seharusnya mereka ungkap. secara keseluruhan, pengungkapan sosial perusahaan di indonesia hanya mencapai angka 22,80% (high-profile 25,47%; dan lowprofile 20,32%). ada beberapa kemungkinan yang menyebabkan sedikitnya pengungkapan sosial yang dilakukan oleh perusahaan tersebut, antara lain: {erusahaan telah melakukan pengungkapan pada periode sebelumnya sehingga merasa tidak perlu mengungkapnya lagi; perusahaan tidak merasa perlu melakukan pengungkapan pada item tertentu karena menganggap hal yang biasa. misalnya, perusahaan tidak mengungkapkan donasi ke lembaga keagamaan atau sponsorship kegiatan kampus karena menganggap informasi tersebut sesuatu yang wajar dan nilainya tidak signifikan sehingga tidak perlu diungkap; laporan tahunan didesain untuk kepentingan shareholders sehingga informasi yang dibutuhkan oleh stakeholders lain tidak diungkap dalam laporan tahunan. perusahaan memilih media lain untuk pengungkapan selain kepada pemegang saham. bila ketiga kemungkinan tersebut benar, terdapat kesenjangan antara aktivitas sosial dan pengungkapan sosial dalam laporan tahunan. artinya, perusahaan sebelum sepenuhnya memanfaatkan laporan tahunan sebagai sarana komunikasi antara phak manajemen dengan para stakeholders di luar pemegang saham. perusahaan masih memandang laporan tahunan hanya diperuntukkan kepada pemegang saham, debtholders, dan calon investor. selain tiga kemungkinan tersebut, rendahnya tingkat pengungkapan juga dimungkinkan terjadi karena faktor kepedulian sosial yang dimiliki oleh perusahaan memang yang masih rendah. tabel 5 nilai z dab signifikan antara high-profile dan low-profile proksi z keputusan pada h0 p signifikansi kemasyarakatan 0,707 diterima 0,24 tidak signifikan produk & konsumen 2,472 ditolak 0,01 sangat signifikan ketenagakerjaan 1,497 diterima 0,07 tidak signifikan total 2,171 ditolak 0,01 sangat signifikan tabel 5 menunjukkan nilai zhitung untuk total pengungkapan sebesar 2,253. angka itu lebih besar daripada nilai ztabel (1,645) sehingga berada di daerah penolakan h0. artinya, hipotesis alternatif yang diajukan diterima pada proksi produk dan konsumen. nilai probabilitas pada tema produk dan konsumen menunjukkan hasil yang sangat signifikan (p=0,01) sedangkan, zhitung untuk tema kemasyarakatan menunjukkan angka 0,707 yang berarti berada di daerah penerimaan h0. kondisi serupa dialami oleh tema ketenagakerjaan yang memperoleh zhitung=1,497. artinya, tidak ada perbedaan peranan biaya sosial... (henny hendarti) 137 pengungkapan sosial antara industri high-profile dan low-profile. artinya, concern perusahaan di indonesia terhadap tema kemasyarakatan dan tema ketenagakerjaan tidak dipengaruhi oleh perbedaan tipe industri. gambaran cara pengungkapan tanggung jawab sosial perusahaan cara pengungkapan tanggung jawab sosial perusahaan, khususnya perusahaan terbuka di indonesia menggunakan media yang berbeda-beda. kelompok biaya sosial dan media pengungkapan yang paling banyak dipilih oleh perusahaan adalah penyajian biaya pengelolaan lingkungan dalam prospektus 21.0%, biaya kesejahteraan pegawai yang disajikan dalam catatan atas laporan keuangan 36.1%, biaya untuk masyarakat di sekitar perusahaan yang disajikan didalam laporan tahunan 15.0%, dan biaya pemantau prosuk yang disajikan didalam catatan atas laporan keuangan, ada 3.8%. bervariasinya cara memilih media pengungkapan tanggung jawab sosial perusahaan, nampaknya didasarkan kepada kelaziman dan untuk kepentingan tertentu, seperti pengungkapan biaya pengelolaan lingkungan lebih banyak perusahaan yang memilih media laporan prospektus karena laporan prospektus itu dapat digunakan sebagai ajang propaganda pada saat perusahaan menjual saham perdananya di bursa efek. pengungkapan tersebut minimal memberikan kesan bahwa perusahaan sudah memiliki kepedulian dalam pengelolaan lingkungan. diharapkan dengan adanya pengungkapan tersebut dapat menarik para calon investor agar tertarik untuk membeli saham perusahaan. pengungkapan tanggung jawab sosial perusahaan mengenai kesejahteraan pegawai, masyarakat di luar perusahaan, dan biaya pemantauan produksi pada umumnya memilih media pengungkapan melalui laporan tahunan dan catatan atas laporan keuangan. hal itu didasarkan pada kelaziman yang dilakukan pada perusahaan pada umumnya di indonesia. penyebab lain yang mengakibatkan ketidakseragaman cara pengungkapan tanggung jawab sosial perusahaan tersebut karena belum adanya aturan yang jelas mengenai cara penyajiannya maupun komponen yang termasuk biaya sosial tersebut. akibatnya, masing-masing perusahaan mempunyai cara dan kebijakan masing-masing mengenai pengeluaran yang menyangkut biaya sosial itu. hasil penelitian ini sesuai pula dengan penelitiannya yamagami dan kokubu (1991) pada tabel 6 berikut ini. tabel 6 pengungkapan tanggung jawab sosial perusahaan di jepang environment community involment employee reations research and development international activity no % no % no % no % no % journal the winners, vol. 7 no. 2, september 2006: 128-143 138 operating report (total: 49 companies) english version report (total: 47 companies) public relations report (total:49 companies) average percentage of the three report 0 3 13 0 6.4 26.5 11.0 6 9 25 12.2 19.1 51.0 27.6 21 12 17 42.9 25.5 34.7 34.5 38 41 41 77.6 87.2 83.7 82.3 23 35 39 46.9 74.5 79.6 66.9 sumber: yamagami dan kokubu (1991) berdasarkan hasil penelitian yamagami dan kokubu (1991) pada tabel 6, pengungkapan tanggung jawab sosial, biaya sosial dikelompokan berdasarkan lingkungan (termasuk didalamnya energi dan pengamanan produk), lingkungan masyarakat, kepegawaian, penelitian dan pengembangan, dan aktivitas international. media yang digunakan adalah laporan operasional, laporan versi bahasa inggris, dan laporan untuk publik. hasilnya adalah biaya lingkungan yang disajikan pada laporan operasional 0%, pada laporan versi bahasa inggris 6.4%, pada laporan untuk publik 26.5%; biaya lingkungan masyarakat disajikan pada laporan operasional 12.2%, pada laporan versi bahasa inggris 19.1%, pada laporan untuk publik 51.0%; biaya kepegawaian disajikan pada laporan oprasional 42.9%, pada laopran versi bahasa inggris 25.5%, pada laporan untuk publik 34.7%. hasil penelitian menyimpulkan bahwa pada umumnya media pengungkapan yang paling banyak digunakan adalah laporan untuk publik, terutama yang menyangkut lingkungan 26.5%, lingkungan masyarakat 51.1%, dan aktivitas intrnasional 79.6%. media laporan versi bahasa inggris lebih banyak mengungkapkan mengenai penelitian dan pengembangan 87.2%, aktivitas international 74.5%. paling rendah adalah laporan operasional yang mengungkapkan mengenai kepegawaian 42.9%. penutup pengungkapan sosial telah dilakukan pada laporan tahunan perusahaan di indonesia. tema ketenagakerjaan paling banyak mendapat perhatian diantara tema pengungkapan sosial. kondisi itu konsisten pada kelompok industri high-profile dan lowprofile. pengungkapan sosial di indonesia relatif masih rendah. diduga perusahaan tidak memanfaatkan laporan tahunan sebagai media komunikasi antara perusahaan dan stakeholders. kemungkinan, perusahaannya hanya memanfaat laporan tahunan sebagai laporan kepada stakeholders dan debthholders atau sebagai informasi bagi calon investor. faktor lain yang menyebabkan rendahnya angka tersebut, diduga perusahaan memang hanya melakukan sedikit aktivitas sosial. statistik uji z yang digunakan untuk menguji hipotesis penelitian ini berhasil membuktikan bahwa pengungkapan sosial yang dilakukan oleh perusahaan dalam industri high-profile lebih tinggi daripada pengungkapan sosial yang dilakukan oleh perusahaan dalam industri low-profile. ketika dilakukan pengujian partial, hasil serupa juga diperoleh pada tema produk dan konsumen. penelitian ini gagal membuktikan hipotesis pada tema kemasyarakatan dan tema peranan biaya sosial... (henny hendarti) 139 ketenagakerjaan. pengujian statistik pada kedua tema tersebut menunjukkan hasil yang tidak signifikan. pengaruh biaya pengelolaan lingkungan terhadap kinerja sosial perusahaan berdasarkan hasil penelitian perhitungan statistik pengaruh biaya pengelolaan lingkungan terhadap kinerja sosial menghasilkan koefisien diterminasi (r2) sebesar 0.572. hal itu menunjukan bahwa 57.2% variasi dalam y kinerja sosial dapat dijelaskan oleh x17 biaya gaji dan upah bagian lingkungan, sisanya sebesar 42.8% dijelaskan oleh variabel lain yang tidak dimasukan dalam model persamaan ini. simpulan itu selanjutnya diuji secara parsial menggunakan uji t, α = 5% uji 2 arah menunjukan thitung 4.905 > t(0.05;14) tabel ,095. kemudian secara serempak melalui uji f, α = 5%. hasil perhitungan fhitung sebesar 24.056 dengan demikian fhitung > ftabel (4.38) maka h0 ditolak. artinya, variabel biaya gaji dan upah bagian lingkungan baik secara parsial maupun serempak berpengaruh secara nyata terhadap kinerja sosial perusahaan. hasil penelitian menggambarkan bahwa biaya pengelolaan lingkungan yang paling dominan berpengaruh terhadap kinerja sosial perusahaan terbuka di indonesia adalah gaji dan upah untuk bagian lingkungan. hal itu berarti semakin besar biaya gaji dan upah yang dikelaurkan untuk bagian lingkungan yang khusus menengani masalah lingkungan akan meningkatkan kinerja sosial perusahaan. hal tersebut disebabkan, dengan adanya pegawai khusus yang beratensi terhadap lingkungan akan terhindar dari persoalan lingkungan sehingga akan berimpilasi trhadap membaiknya citra perusahaan. hasil penelitian ini sesuai pula dengan hasil penelitian (belkaoui & karpik, 1989); (roberts, r.w., 1992); (trotman & bradley, 1981, cowen dkk., 1987; roberts r.w., 1992). di samping itu, sesuai pula dengan pendapat yang dikemukakan oelh gibson dkk, mengenai kepuasaan kerja yang menyatakan bahwa kepuasan kerja berpangkal dari berbagai aspek kerja, seperti upah, kesempatan promosi, penyelia (supervisi), kebijakan dan prosedur, keanggotaan kelompok kerja, kondisi kerja, dan tunjangan (gibson, 1992: 62). pengaruh biaya kesejahteraan pegawai terhadap kinerja sosial perusahaan berdasarkan hasil perhitungan statistik bahwa nilai koefisien determinasi (r2) sebesar 0.349, menunjukan bahwa 34.9% variasi dalam y kinerja sosial dapat dijelaskan oleh x2.13 biaya bonus dan x2.14 biaya tantiem, sisanya sebesar 65.1% dijelaskan oleh variabel lain yang tidak dimasukkan dalam model persamaan ini. simpulan ini selanjutnya diuji secara parsial melalui uji t, α = 5% uji 2 arah menunjukan thitung sebesar 2.140 dan 2.630 lebih besar dari t(0.1;14)=2.101 kemudian secara serempak melalui uji f, α = 5%. hasil perhitungan menunjukan fhitung sebesar 4.561 dengan demikian fhitung > ftabel (3.52) maka h0 ditolak. artinya, bonus dan tantiem yang diberikan para pegawai baik secara parsial maupun serempak berpengaruh secara nyata terhadap kinerja sosial perusahaan. journal the winners, vol. 7 no. 2, september 2006: 128-143 140 hasil penelitian menggambarkan bahwa biaya kesejahteraan pegawai yang paling dominan akan mempengaruhi kinerja sosial perusahaan adalah biaya bonus dan tantiem yang diberikan kepad pegawai maka akan meningkatkan kinerja sosial perusahaan. hal tersebut dikarenakan, dengan adanya pemberian bonus dan tantiem sebagai insentif kepada para pegawai akan meningkatkan produktifitas pegawai sehingga akan berimplikasi terhadap membaiknya citra perusahaan di masyarakat. hasil penelitian ini sesuai pula dengan teori kepuasan dari maslow (1943); dan herzberg (1959); mc clelland (1961). asumsi dasar teori itu ialah bahwa individu memilih perilaku pribadi atas dasar: pengharapan bahwa perilaku itu akan menghasilkan suatu keluaran tertentu; jumlah valensinya, yakni manfaat pribadi atau imbalan yang diperoleh dari hasilnya. hasil penelitian yang penulis lakukan mendukung teori yang dikemukakan ketiga ahli tersebut yang menyatakan bahwa biaya kesejahteraan pegawai berpengaruh secara signifikan terhadap kinerja sosial perusahaan terbuka di indonesia. pengaruh biaya masyarakat sekitar perusahaan terhadap kinerja sosial perusahaan berdasarkan hasil perhitungan statistik nilai koefisien determinasi (r2) sebesar 0.277, menunjukkan bahwa 27,7% variasi dalam y kinerja sosial dapat dijelaskan oleh x3.2 biaya air bersih, sisanya sebesar 72,3% dijelaskan dalam variabel lain yang tidak dimasukkan dalam model persamaan ini. simpulan tersebut selanjutnya diuji secara parsial melalui uji t, ∞=5% uji 2 arah menunjukkan thitungi sebesar 2,623 lebih besar dari t(0,1;14) = 2,093 kemudian diuji secara serempak melalui uji f, ∞=5%. hasil perhitungan menunjukkan fhitung sebesar 6,879 dengan demikian fhitung > ftabel (4,38) maka h0 ditolak. hal itu menunjukkan bahwa biaya air bersih yang diberikan perusahaan kepada masyarakat, baik secara parsial maupun serempak berpengaruh secara nyata terhadap kinerja sosial perusahaan. berdasarkan hasil uji statistik tersebut menunjukkan biaya masyarakat sekitar perusahaan yang paling dominan berpengaruh terhadap kinerja sosial perusahaan adalah biaya air bersih. hal itu berarti semakin besar biaya air bersih yang diberikan kepada masyarakat sekitar perusahaan akan meningkatkan kinerja sosial perusahaan. hal tersebut karena dengan adanya pemberian air bersih yang diberikan kepada masyarakat sekitar perusahaan akan memberikan ketenangan kepada masyarakat sekitar perusahaan dan merasa terbantu sebagian biaya hidupnya melalui kebutuhan pokok berupa air terutama untuk air sudah tercemar dengan kehadiran perusahaan ini. hasil penelitian ini sesuai dengan pendapat yang dikemukakan marbun (1991) yang mengatakan bahwa apabila perusahaan tidak memperhatikan seluruh faktor yang mengelilinginya, mulai dari karyawan, konsumen, lingkungan, dan sumber daya alam satu kesatuan yang saling mendukung sebagai suatu sistem maka akhirnya akan mengakhiri eksistensi perusahaan itu sendiri. peranan biaya sosial... (henny hendarti) 141 pengaruh biaya pemantauan produksi terhadap kinerja sosial perusahaan berdasarkan hasil perhitungan statistik nilai koefisien determinasi (r2) sebesar 0,185 menunjukkan bahwa 18,5% variasi dalam y kinerja sosial dapat % dijelaskan oleh variabel lain yang tidak dimasukkan dalam model persamaan ini. simpulan tersebut diuji melalui uji t, ∞ = % uji 2 arah menunjukan thitung sebesar 2.025 lebih kecil dari t(0.05;14) = 2.093, kemudian secara serempak melalui uji f, ∞ = 5%. hasil perhitungan menunjukan fhitung sebesar 4.099, dengan demikian fhitung > ftabel (4.38) maka h0 diterima. artinya, biaya layanan masyarakat, baik secara parsial maupun serempak tidak berpengaruh secara nyata terhadap kinerja sosial perusahaan. hasil penelitian menggambarkan bahwa biaya pemantauan produksi yang paling dominan berpengaruh terhadap kinerja sosial perusahaan adalah biaya iklan layanan masyarakat, walupun tidak signifikan. hal itu berarti semakin besar biaya iklan layanan masyarakat yang dikeluarkan perusahaan akan meningkatkan kinerja sosial perusahaan. hal tersebut penting dikarenakan konsumen juga perlu mendapatkan perlindungan dari prsodusen atas prosuk yang dikonsumsinya, seperti peringatan kepada para pemakai rokok yang ditulis pada sampul rokok yang menyatakan bahwa merokok menggangu kesehatan atau dengan mencantumkan spesifikasi dari prosuk yang dihasilkan. ada juga label halal untuk produk makanan dan minuman bagi umat islam. tidak signifikannya biaya iklan layanan masyarakat terhadap kinerja sosial, mungkin juga diakibatkan oleh tingkat kepedulian masyarakat di indonesia sendiri belum mencapai pada taraf apakah perusahaan mempunyai atensi yang tinggi atau tidak yang berkaitan dengan iklan layanan masyarakat tersebut. bahkan, dari pihak konsumen sendiri belum memiliki pemahaman yang memadai yang berkatan dengan eko label ini. hasil penelitian ini sesuai pula dengan pendapat heard dan bolce (1981) bahwa sebelumnya masyarakat memandang perusahaan hanya bertanggung jawab dalam penyediaan barang dan jasa, lapangan kerja, dan meningkatkan kesejahteraan masyarakat. masyarakat tidak lagi membatasi tuntutannya atas terpenuhinya barang, jasa, dan kesempatan kerja, tetapi menuntut para pengusaha untuk memperimbangkan dan mempertanggungjawabkan persoalan lingkungan dan kemanusiaan dalam aktivitas usahanya. masyarakat menuntut persoalan itu dijadikan sebagai tanggung jawab perusahaan (masalah internal), bukan tangging jawab masyarakat (masalah eksternal) sehingga harus dipertimbangkan dalam setiap pengambilan keputusan. pengaruh biaya sosial terhadap kinerja sosial perusahaan berdasarkan perhitungan statistik bahwa variabel biaya sosial yang paling dominan berpengaruh terhadap kinerja sosial perusahaan adalah biaya gaji dan upah bagian lingkungan sebesar 0,58446, biaya air bersih untuk masyarakat sekitar perusahaan sebesar 0,533483, biaya bonus pegawai sebesar 0,393087, biaya tantiem untuk pegawai sebesar 0,375627, dan biaya layanan masyarakat sebesar 0,349567. hasil perhitungan itu menggambarkan bahwa pengaruh biaya sosial yang paling dominan terhadap kinerja sosial perusahaan di indonesia ada lima variabel, yaitu biaya gaji dan upah, biaya air journal the winners, vol. 7 no. 2, september 2006: 128-143 142 bersih, biaya bonus, biaya tantiem, dan biaya iklan layanan masyarakat. hal itu berarti semakin besar biaya gaji dan upah, biaya air bersih, biaya bonus, biaya tantiem, biaya iklan layanan akan meningkatkan kinerja sosial perusahaan. hasil penelitian ini sesuai pula dengan penelitian ernst &ernst (1971). walaupun sedikit agak berbeda mengenai variabel yang dominannya, seperti halnya hasil penelitian arpan dan radebaugh (1981) mengatakan bahwa perusahaan di prancis diharuskan membuat neraca sosial yang ditujukan untuk para pegawai dan manajemen yang dibuat setiap tahun. neraca sosial tersebut mengkonfirmasikan mengenai: pegawai, gaji, kesehatan dan perlindungan keamanan, kondisi lain dalam bekerja, training pegawai, hubungan industri, kondisi lain yang menyangkut kehidupan, termasuk perumahan dan transportasi para pegawai perusahaan. pengaruh kinerja sosial terhadap kinerja keuangan perusahaan berdasarkan hasil perhitungan statistik dengan nilai koefisien determinasi (r2) sebesar 0.091, menunjukkan bahwa 9,1% variasi dalam z kinerja keuangan dapat diterangkan dalam variasi y kinerja sosial, sisanya sebesar 90,9% dijelaskan oleh variabel lain yang tidak dimasukkan dalam model persamaan ini. simpulan tersebut selanjutnya diuji dengan uji t, ∞ = 5% uji 2 arah menunjukkan thitung sebesar -1,346 lebih kecil dari t(0,1,19)= 2,093. hal itu menunjukkan bahwa kinerja sosial secara parsial tidak berpengaruh secara nyata terhadap kinerja keuangan. selanjutnya, secara serempak melalui uji f, ∞ = 5%. hasil perhitungan menunjukkan fhitung sebesar 1,8111, dengan demikian fhitung <ftabel (4,38) maka h0 tolak. artinya, variabel kinerja sosial secara serempak tidak berpengaruh secara nyata terhadap kinerja keuangan. hasil penelitian menggambarkan bahwa pengaruh kinerja sosial terhadap kinerja keuangan perusahaan tidak ada. hal itu disebabkan tingkat kepedulian masyarakat secara umum belum naik. artinya, sekali pun para pengusaha sudah melakukan kepedulian terhadap lingkungannya tetapi bilamana masyarakat konsumen sebagai pemakai produk perusahaan tidak memiliki kepedulian terhadap masalah lingkungan maka usaha tersebut tidak akan mempunyai dampak yang positif terhadap kinerja keuangan para emiten. alasan tersebut dapat ditunjukkan dari tingkat kesadaran ataupun pemahaman masyarakat untuk membedakan mana perusahaan yang peduli terhadap lingkungan dengan yang tidak masih sedikit. kepedulian para konsumen di indonesia berkaitan pula dengan tingkat daya beli masyarakat atau pendapatan yang pada umumnya masih rendah. artinya, para konsumen masih berpikir pada taraf yang penting terjangkau kebutuhannya, belum memikirkan apakah produk tersebut ramah lingkungan atau tidak. hal tersebut disebabkan oleh tingkat pendapatan per kapita nasional yang masih rendah dibandingkan dengan negara lain sehingga hal itu dapat berimplikasi terhadap tingkat kepedulian masyarakat terhadap masalah lingkungan. hasil penelitian ini sesuai pula dengan hasil penelitian yamagami & kokubu (1991) yang menyatakan di jepang pelaksanaan pengungkapan tanggung jawab sosial perusahaan berjalan secara lambat dibandingkan di usa dan negara eropa (ernst & ernst, 1978; dierkers, 1980; rey, 1980; gray dkk., peranan biaya sosial... (henny hendarti) 143 1987;). hasil penelitian luynn (1992) di hongkong pengungkapan tanggung jawab sosial lebih rendah dibandingkan di malaysia dan singapura (lihat andrews dkk., 1989). daftar pustaka adams, carol a., wan-ying hill, and clare b. robert. 1997. “corporate social reporting practices in western europe: legitimating corporate behaviour?” working paper # 97/3, glasgow: department of accounting & finance, university of glasgow, england. andrew, b.h., f.a.gaul, j.e. guthrie, and h.y. teoh. 1989. “a note on corporate social disclosure practises in developing countries: the case of malaysia and singapore.” british accounting review, no.21,pp.371-376. choi, jong-seo. 1998. “an investigation of initial voluntary environmental disclosures made in korean semi-annual financial report.” paper presented on the asiapacific interdisciplinary research on accounting (apira) symposium, osaka city university, august 4-6. global reporting initiative (gri)-coalition for environmentally responsible economies (ceres). 1999. sustainability reporting guidelines. boston:ceres and gri sekretariat. gray, rob, reza kouhy, and simon lavers. 1995a. “constructing a research database of social and environmental reporting”, by uk companies, accounting, auditing & accountability journal, vol. 8 no.5, pp. 78-101. gray, rob, reza kouhy, and simon lavers. 1995b. “corporate social and environmental reporting; a review of the literature and a longitudinal study of uk disclosure.” accounting, auditing & accountability journal, vol. 8 no.2, pp. 47-77. microsoft word 03_vol-14-2dyah_budiastuti_ok_a2t.doc analisis 7c framework..... (vincent; dyah budiastuti) 87  analisis 7c framework untuk memprediksi kinerja pemasaran vincent1; dyah budiastuti2 management department, school of business management, binus university jln. k.h. syahdan no.9, palmerah, jakarta barat 11480 1alexanderstraider@hotmail.com; 2dyanto23@yahoo.com abstract one of the growing trends in recent decades that support the development of market share artwork is the mutation of a change in a means of artworks business. market structure has changed along with the evolution of the internet. hall auction of artwork has implemented mobile auction as a form of internet and mobile technology application. the purpose of this study is to identify the needs of mobile auction features suit to collectors of buyer and seller. the identification was based on the 7c framework on auction business process and pt larasati auctioneers’s marketing website. the survey was conducted on the collectors of buyer and seller; and analyzed using factor analysis. the final result describes the needs of mobile auction features and a prediction of marketing performance if mobile auction application is developped. keywords: features, marketing performance abstrak salah satu tren yang berkembang dalam beberapa dekade terakhir yang mendukung perkembangan pangsa pasar karya seni adalah adanya mutasi perubahan dalam cara berbisnis barang karya seni. struktur pasar telah berubah seiring dengan evolusi dari internet. balai pelelangan karya seni telah menerapkan mobile auction sebagai bentuk pengaplikasian internet dan teknologi mobile. penelitian bertujuan untuk mengidentifikasikan kebutuhan fitur mobile auction yang sesuai pilihan para kolektor pembeli dan kolektor penjual. identifikasi didasarkan pada 7c framework pada proses bisnis pelelangan dan situs web pemasaran pt larasati auctioneers. survei dilakukan terhadap kolektor penjual dan kolektur pembeli dan dianalisis dengan menggunakan factor analysis. hasil akhir penelitian memberikan gambaran kebutuhan fitur mobile auction dan prediksi kinerja pemasaran jika dikembangkan aplikasi mobile auction. kata kunci: fitur, kinerja pemasaran 88 journal the winners, vol. 14 no. 2, september 2013: 87-94  pendahuluan karya seni (fine art) telah menjadi salah satu komoditas yang banyak diminati secara global. dalam laporan hasil riset tahunannya, artprice, sebuah lembaga riset dunia dalam bidang penyediaan informasi mengenai pangsa pasar karya seni, menyatakan bahwa sejak terjadinya inflasi harga antara tahun 2004 hingga 2008 dan beberapa kontraksi pasar dari oktober 2008 hingga musim panas 2009, diikuti dengan pemulihan yang sangat cepat, pangsa pasar karya seni ini telah meningkat tajam secara tidak terduga (artprice, 2011). survei tersebut dilakukan kepada 5,4 juta pelelangan yang dilakukan oleh 3.600 tempat pelelangan karya seni yang tersebar di seluruh dunia selama 10 tahun terakhir ini (artprice, 2011). perkembangan pangsa pasar karya seni yang cukup menakjubkan ini tidak terlepas dari peranan teknologi. lebih lanjut, laporan riset artprice (2011) menyatakan bahwa salah satu tren yang berkembang dalam beberapa dekade terakhir yang mendukung perkembangan pangsa pasar karya seni ini adalah karena adanya mutasi perubahan dalam cara berbisnis barang karya seni, dimana struktur pasar telah berubah seiring dengan evolusi dari internet (artprice, 2011). dalam hal ini, teknologi telah dimanfaatkan sebagai salah satu strategi kunci kesuksesan dan inovasi secara global. seiring dengan perkembangan ict yang makin maju, sudah saatnya bagi pt larasati auctioneers memanfaatkan teknologi yang ada untuk menjamin keberlanjutan bisnis. melalui pemahaman tentang proses bisnis yang dijalankan dan web pemasaran yang dikelolanya diharapkan dapat teridentifikasi fitur-fitur yang dapat dijadikan acuan dalam mengembangkan mobile technology untuk memenuhi tututan pasar saat ini. metode kajian ini menggunakan pendekatan 7c framework. analisis faktor 7c framework adalah sebuah kerangka kerja yang digunakan sebagai panduan untuk merancang customer interface dalam web pemasaran online (e-marketing). interface merupakan representasi virtual dari nilai-nilai yang dipilih oleh perusahaan (rayport & jaworski, 2003). kesuksesan bisnis tidak hanya bergantung kepada seberapa baik perusahaan dapat mengimplementasikan setiap elemen 7c framework, tetapi juga kepada seberapa baik semua elemen tersebut bekerja bersama–sama untuk mendukung nilai dari proposisi dan model bisnis perusahaan. dua konsep yang dapat membantu pemahaman pengembang sistem mengenai bagaimana menyinergikan semua elemen 7c framework adalah fit dan reinforcement. fit adalah seberapa baik setiap elemen 7cs secara individual mendukung model bisnis. reinforcement mengacu kepada tingkat konsistensi antarelemen 7cs (rayport & jaworski, 2003). berdasarkan kajian analisis perbandingan yang telah dilakukan lee dan benbasat (2004), 7c framework juga dapat diterapkan dalam perancangan interface sebuah aplikasi mobile dengan mengembangkan framework yang telah ada ke dalam konteks mobile (pousttchi & wiedemann, 2010). analisis faktor adalah statistika multivariat yang digunakan untuk menemukan variabel baru yang disebut sebagai faktor, yang jumlahnya lebih sedikit dibandingkan dengan jumlah variabel asli, yang tidak berkorelasi satu sama lain. variabel–variabel tersebut memuat sebanyak mungkin informasi yang terkandung di dalam variabel asli (supranto, 2010). analisis faktor biasanya digunakan dalam riset pemasaran pada khususnya dan riset bidang sosial pada umumnya, yang akan diperoleh banyak sekali variabel–yang kebanyakan variabel-variabel tersebut berkorelasi satu sama lain dan harus diperkecil jumlahnya agar mudah dikelola. analisis 7c framework..... (vincent; dyah budiastuti) 89  suatu analisis faktor dapat dikatakan tepat jika memiliki indeks kaiser-meyer-olkin (kmo) lebih besar dari 0.5 dan nilai sig. lebih kecil dari 0.05, yang membuktikan bahwa variabel-variabel tersebut memang berkorelasi (supranto, 2010). dalam analisis faktor, tidak ada variabel dependen dan independen. proses analisis faktor sendiri mencoba menemukan hubungan sejumlah variabel yang saling dependen dengan yang lain, sehingga dapat dibuat satu atau beberapa kumpulan variabel yang lebih sedikit dari jumlah awal. khusus untuk analisis faktor, sejumlah asumsi harus dipenuhi (santoso, 2006). salah satu cara untuk menentukan banyak faktor yang akan diekstrak adalah dengan melihat variabel-variabel yang memiliki eigen value minimal 1. eigen value adalah total variance yang dijelaskan oleh setiap faktor atau sumbangan dari faktor tertentu terhadap seluruh variance dari variabel awal atau variabel asli (supranto, 2010). setelah didapatkan jumlah faktor yang harus diekstraksi, untuk memperoleh variabel-variabel yang memiliki korelasi yang kuat dalam sebuah faktor, maka perlu dihasilkan matrix factor. suatu variabel dapat dikatakan memiliki korelasi yang kuat jika variabel tersebut memiliki nilai loading lebih besar dari 0.3. untuk menyederhanakan hasil dari analisis faktor, maka matrix factor harus dirotasikan dengan menggunakan varimax (supranto, 2010). hasil dan pembahasan berdasarkan hasil pengamatan terhadap situs pt larasati auctioneers dan dengan menggunakan pemetaan 7c framework, maka dapat diperoleh hasil pemetaan dari setiap elemen 7c seperti terlihat pada gambar 1. gambar 1 pemetaan 7c framework situs pt larasati auctioneers dengan menggunakan taraf kepercayaan 95% dan jumlah sampel sebanyak 80 kolektor pembeli dan 88 kolektor penjual serta didasarkan pada hasil uji validitas, uji reliabilitas, dan uji normalitas, hasil uji kmo menunjukkan bahwa analisis faktor cocok digunakan dalam kasus ini (kmo > 0.6) (gambar 2 dan gambar 3). 90 journal the winners, vol. 14 no. 2, september 2013: 87-94  gambar 2 kmo kolektor penjual gambar 3 kmo kolektor pembeli sedangkan keluaran matrix factor untuk kolektor penjual dan kolektor pembeli diperlihatkan pada gambar 4 dan gambar 5 berikut. gambar 4 matrix factor kolektor penjual analisis 7c framework..... (vincent; dyah budiastuti) 91  gambar 5 matrix factor kolektor pembeli berdasarkan hasil rotasi dari matrix factor (gambar 4 dan gambar 5), dapat diketahui terdapat 6 kelompok kolektor penjual dan 7 kelompok kolektor pembeli yang dikelompokkan berdasarkan fitur-fitur yang mereka inginkan. kategori kolektor penjual adalah sebagai berikut. pertama, kolektor penjual lebih menyukai konten yang dilengkapi dengan fitur pencarian dan pengurutan dari karya seni yang ditampilkan, serta menyukai forum. kedua, kolektor penjual menyukai aplikasi yang mudah dimengerti dengan tampilan dan animasi yang menarik, dengan background theme yang dapat diubah sesuai keinginan, serta dapat menampilkan detail biografi dari perupa. ketiga, kolektor penjual menyukai aplikasi dari sisi komersial, yaitu mempermudah proses konsinyasi barang karya seni yang ingin mereka jual dengan pembayaran uang muka yang dapat menggunakan kartu kredit, serta kolektor menginginkan menerima berbagai pesan pribadi dari balai pelelangan. keempat, kolektor penjual menyukai layanan terkostumisasi dan menyukai berkomunikasi dengan pihak pelelangan. kelima, kolektor penjual menyukai berita-berita mengenai dunia karya seni dan sering mengikuti perkembangan karya seni melalui forum. keenam, kolektor penjual menyukai komunitas karya seni, detail sejarah dan detail biografi perupa karya seni yang diminati. kategori kolektor pembeli adalah sebagai berikut. pertama, kolektor pembeli suka berkomunikasi dengan balai pelelangan, sesama kolektor peminat karya seni, dan mengikuti perkembangan dunia karya seni. kedua, kolektor pembeli menyukai layanan kostumisasi, dengan 92 journal the winners, vol. 14 no. 2, september 2013: 87-94  memerhatikan tampilan aplikasi yang bagus, dan suka membaca artikel–artikel mengenai barang karya seni dan perupa karya seni. ketiga, kolektor pembeli menyukai komunitas karya seni dan suka mengamati harga jual dari setiap barang karya seni, tetapi tidak ikut dalam transaksi pelelangan. keempat, kolektor pembeli menyukai aplikasi yang mudah dimengerti dan dengan koneksi data yang cepat untuk melihat katalog karya seni dan aktif mengikuti acara pelelangan. kelima, kolektor pembeli menyukai melihat biografi perupa, harga akhir barang karya seni perupa tertentu, menyukai mengapresiasi karya seni, dan aktif mengikuti pelelangan karya perupa tertentu. keenam, kolektor pembeli yang suka melihat detail sejarah suatu karya seni dan melihat harga jual karya seni tersebut, serta membutuhkan fitur pencarian dan pengurutan untuk membantunya melihat karya seni tertentu. ketujuh, kolektor pembeli menyukai berpartisipasi dalam pelelangan dan chat room, sehingga membutuhkan koneksi data yang cepat. dengan memerhatikan hasil pengelompokkan dan preferensi kebutuhan fitur-fitur dari setiap kelompok, maka jika dipetakan dengan hasil analisis pemetaan 7c framework web larasati auctioneers, dapat disimpulkan web larasati auctioneers belum dapat memenuhi kebutuhankebutuhan fitur dari para kolektor. gambar 6 perbandingan pemetaan 7c framework web larasati auctioneers dan larasati mobile auction berdasarkan perbandingan pemetaan tersebut, dapat digambarkan secara jelas kebutuhan fitur yang tidak terpenuhi dari web larasati auctioneers dan harus dapat dipenuhi oleh larasati mobile auction, antara lain sebagai berikut. pertama, selain mengutamakan fungsionalitas, tampilan dari aplikasi menjadi perhatian utama dari para kolektor. meskipun demikian, aplikasi yang mudah dipahami dan mudah untuk digunakan serta kecepatan streaming data tetap menjadi pilihan dari para kolektor. dengan demikian, antara estetika dan fungsionalitas dari aplikasi harus seimbang (integrated). kedua, kolektor membutuhkan aplikasi yang dapat mendukung forum sebagai bentuk komunitas dari sesama kolektor. dengan menggunakan forum, mereka dapat saling berdiskusi dengan sesama. pada web larasati auctioneers, belum terdapat media forum yang dapat menghubungkan para kolektor. ketiga, kolektor membutuhkan layanan dan aplikasi yang dapat dikostumisasikan sesuai dengan keinginan mereka. dalam hal ini, layanan kostumisasi menjadi nilai tambah bagi para kolektor untuk memilih larasati auctioneers. analisis 7c framework..... (vincent; dyah budiastuti) 93  lebih lanjut, keempat, kolektor membutuhkan informasi yang tidak hanya searah dari pihak larasati auctioneers saja, tetapi juga kolektor dapat berkomunikasi langsung dengan pihak larasati auctioneers. dalam hal ini, faq menjadi sangat penting, bahwa kolektor akan berkomunikasi dengan pihak larasati auctioneers untuk menanyakan sesuatu hal yang tidak ia mengerti. dalam web larasati auctioneers, masih belum terdapat fitur faq. kelima, kolektor membutuhkan aplikasi yang menyediakan konten tidak hanya dari balai lelang tersebut, tetapi juga konten-konten yang terkait dengan barang karya seni dan perupa yang ditampilkan, misalnya artikel-artikel pendukung yang diambil dari sumber-sumber yang terpercaya yang khusus membahas mengenai dunia karya seni. keenam, kolektor membutuhkan aplikasi yang mendukung mereka untuk melakukan registrasi dan transaksi. dengan aplikasi ini, mereka dapat mengikuti pelelangan atau melakukan konsinyasi dimana pun mereka berada. web larasati auctioneers hanya mendukung registrasi sebagai member namun untuk transaksi pelelangan dan konsinyasi masih belum ada. didasarkan pada hasil identifiksi fitur-fitur yang dibutuhkan baik oleh kolektor penjual maupun kolektor pembeli, dapat diprediksikan manfaat yang akan diperoleh dari sisi pemasaran dengan mengembangkan mobile auction antara lain penghematan pada marketing spending. daftar penghematan biaya pemasaran dapat dilihat pada gambar 7. gambar 7 daftar penghematan biaya pemasaran manfaat yang kedua yaitu workload. jika para kolektor telah menggunakan larasati mobile auction, dengan satu kali proses pengiriman pesan dari larasati auctioneers akan langsung dapat diterima oleh para kolektor sehingga proses publikasi akan lebih cepat. kemudian manfaat ketiga, return on marketing investment (romi). dengan menurunnya biaya pemasaran yang harus dikeluarkan namun pendapatan yang cenderung meningkat karena makin banyaknya kolektor yang dapat berpartisipasi dan jumlah barang karya seni yang dapat dilelang makin banyak, tentunya dapat meningkatkan tingkat pengembalian investasi pemasaran larasati auctioneers. simpulan berdasarkan pembahasan yang telah diuraikan, beberapa simpulan yang dapat diambil, yaitu sebagai berikut. pertama, kolektor penjual dan kolektor pembeli membutuhkan fitur-fitur aplikasi mobile auction yang dikembangkan berdasarkan 7c framework. fitur-fitur mobile auction tersebut, antara lain: (a) mudah dipahami dan digunakan; (b) streaming data yang cepat; (c) animasi dan tampilan yang menarik; (d) registrasi member; (e) pesan dan notifikasi dari balai lelang; (f) galeri katalog dan karya seni; (g) detail informasi dan sejarah suatu barang karya seni; (h) pencarian dan pengurutan karya seni yang ditampilkan; (i) detail biografi perupa; (j) pemberian rating dan komentar karya seni; (k) forum; (l) layanan penjemputan dan pengantaran karya seni; (m) penerimaan pembayaran dengan kartu kredit; (n) personalisasi background theme aplikasi; (o) melihat artikel 94 journal the winners, vol. 14 no. 2, september 2013: 87-94  mengenai karya seni dan perupa; (p) registrasi pelelangan; (q) personal wish list; (r) partisipasi acara pelelangan; (s) melihat hasil pelelangan; (t) pengajuan permohonan konsinyasi; (u) pemantauan harga barang karya seni yang dikonsinyasikan. kedua, dengan pengimplementasian larasati mobile auction biaya pemasaran akan menurun dan kinerja pemasaran larasati auctioneers akan meningkat. hal ini terbukti dari manfaat-manfaat nyata yang dapat diberikan oleh larasati mobile auction dalam mendukung kegiatan pemasaran larasati auctioneer, penurunan biaya pemasaran yang harus dikeluarkan dan peningkatan pendapatan, dan perhitungan return on marketing investment yang meningkat. daftar pustaka artprice. (2011). art market trends 2010. paris: artprice. lee, y. e. & benbasat, i. (2004). a framework for the study of customer interface design for mobile commerce. international journal of electronic commerce, 8(3), 79–102. pousttchi, k. & wiedemann, d. g. (2010). handbook of research on mobile marketing management. hershey, pa: business science reference. rayport, j. & jaworski, b. (2003). introduction to e-commerce. 2nd edition. new york: mcgrawhill. santoso, s. (2006). spss statistik multivariat. jakarta: elex media. supranto, j. (2010). analisis multivariat: arti & interpretasi. jakarta: rineka cipta. microsoft word 03_karin tamara_setting.doc 26 journal the winners, vol. 11 no. 1, maret 2010: 26-33 perancangan e-crm pada pt multi superindo manunggal brata wibawa djojo1; karin tamara2 1pt. lippo general insurance, tbk. gedung citra graha lantai 6, jl. jend. gatot subroto kav. 35 36 jakarta 12950 2jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 abstrak the key to the success of a company does not only lie in the product or service being offered, but in how far the company's efforts in satisfying the needs of its customers. results of the system analysis, shows that problems faced by the company are caused by still not optimal customer services. the purpose of this study is to analyze the appropriate strategy for the company and design systems to support the implementation of the strategy. the analytical method used in analyzing the industry with porter's five forces model, and formulation of strategies for using the method of analysis of external and internal environment with matrix ife and efe, followed by a swot matrix, and strategy decisions based on the matrix qspm. results from the formulation of strategy are market penetration strategy. e-crm system is considered to be the most appropriate in implementation of this strategy and overcoming the problems faced by the company. web-based e-crm systems, focusing on the development and maintenance of long-term relationships with customers that can provide added value to both. e-crm system is expected to make transactions easier for customers to order and get customer service, and also for prospective customers to access accurate company information. design of e-crm systems are conducted using 7c method. keywords: design, e-crm, swot matriks, 7c method abstrak kunci keberhasilan suatu perusahaan bukan semata terletak pada produk atau jasa yang ditawarkan, akan tetapi seberapa jauh upaya perusahaan dalam memuaskan kebutuhan pelanggannya. hasil analisis sistem yang berjalan menunjukkan bahwa masalah yang dihadapi perusahaan adalah pelayanan perusahaan kepada pelanggannya masih belum optimal. tujuan dari penelitian ini adalah untuk menganalisis strategi yang tepat bagi perusahaan dan merancang sistem yang mendukung pelaksanaan strategi tersebut. metode analisis yang dipakai dalam menganalisis industri adalah dengan model lima kekuatan porter dan perumusan strategi menggunakan metode analisis lingkungan eksternal dan internal perusahaan dengan matriks ife, dan efe, dilanjutkan dengan matriks swot, dan keputusan strategi berdasarkan matriks qspm. hasil dari perumusan strategi adalah strategi penetrasi pasar. sistem e-crm dinilai paling tepat untuk mengimplementasikan strategi ini, sekaligus mengatasi permasalahan yang dihadapi perusahaan. sistem e-crm yang berbasis web berfokus pada pembangunan dan pemeliharaan hubungan jangka panjang dengan pelanggan yang dapat memberikan nilai tambah bagi keduanya. sistem e-crm ini diharapkan dapat mempermudah pelanggan untuk melakukan transaksi pemesanan serta mendapat layanan pelanggan, dan juga untuk calon pelanggan untuk mengakses informasi perusahaan yang akurat. perancangan sistem e-crm dilakukan menggunakan metode 7c. kata kunci: perancangan, e-crm, matriks swot, metode 7c perancangan e-crm .....(brata wibawa djojo; karin tamara) 27 pendahuluan untuk menjaga loyalitas dan hubungan dengan pelanggan adalah salah satu tantangan berat yang harus dihadapi perusahaan karena semua orang memiliki karakter yang berbeda-beda satu dan yang lainnya, dan perusahaan harus bisa menghadapi para pelanggannya yag berbeda-beda tersebut dengan baik. dalam melayani dan menjaga hubungan baik dengan konsumen tentu bukanlah perkara mudah bagi perusahaan. banyaknya konsumen, waktu yang tersedia, karakteristik yang berbeda dengan keinginan yang berbeda pula merupakan hal yang harus dihadapi perusahaan. namun, dengan adanya kemajuan teknologi dan internet, perusahaan dimungkinkan untuk menjalin hubungan dengan para pelanggannya yang ada di berbagai tempat, bahkan di luar negeri sekalipun dan menjawab setiap pertanyaan dan keperluan konsumen dengan mudah, cepat, terlebih lagi hemat biaya dan tenaga. ecrm atau electronic customer relationship management memudahkan perusahaan dalam mengatur dan menjalin hubungan baik dengan para pelanggannya dengan cepat, mudah, dan hemat melalui media elektronik atau internet. dalam penelitian ini akan dibahas bagaimana penggunaan internet dalam menjalin hubungan baik dengan para pelanggan perusahaan pt multi superindo manunggal serta faktor internal perusahaan, yaitu kekuatan dan kelemahan perusahaan, dan faktor eksternal perusahaan, yaitu peluang dan ancaman yang dihadapi perusahaan. masalah yang hendak dijawab lewat penelitian ini adalah (1) bagaimana merumuskan strategi bisnis pt multi superindo manunggal di masa yang akan datang yang berfokus pada kepuasan pelanggan dalam persaingan dengan perusahaan lain?, dan (2) bagaimana perancangan e-customer relationship management (e-crm) yang sesuai bagi pt multi superindo manunggal?. tujuan dari penulisan ini adalah untuk merumuskan strategi bisnis bagi pt multi superindo manunggal dalam melayani dan meningkatkan kepuasan pelanggan dan merancang e-crm yang berbasis web bagi pt multi superindo manunggal. dulu, banyak perusahaan yang telah berhasil dalam bisnisnya sebelum ditemukannya komputer, dan perusahaan tidak perlu mengatur hubungannya dengan para pelanggan mereka. akan tetapi, pada pertengahan tahun 1990an, persaingan mulai bertambah ketat, dan crm ikut berperan penting bagi perusahaan dalam menghadapi ketatnya persaingan dan perubahan yang ada. e-crm menurut turban (2008:607), merupakan customer relationship management (crm) yang dilakukan secara elektronik. menurut kalakota (2004:148), e-crm merupakan manajemen pelanggan untuk ebisnis yang harus berhadapan dengan kompleksitas dari manajemen yang menarik bagi pelanggan dan partner bisnis dalam berbagai macam media, yang meliputi media online dan offline, personal contact, dan media komunikasi elektronik lainnya. e-crm diperlukan untuk menghemat biaya dan meningkatkan efisiensi dalam mengatur data-data pelanggan. sistem ini juga mengotomatisasi efisiensi dan kinerja perusahaan dalam hal-hal yang berhubungan dengan pelanggan mereka. dengan adanya internet, data mengenai konsumen dapat dengan mudah dibuat dan didapat, dikirimkan ke bagian pemasaran, penjualan, dan bagian layanan konsumen untuk dianalisis. seiring dengan berubahnya keadaan dan persaingan, e-crm menjadi salah satu persyaratan bagi perusahaan untuk tetap bertahan; tidak hanya sebagai keunggulan kompetitif perusahaan, akan tetapi e-crm dapat berhubungan dengan metode, alat, desain harga bagi produk/jasa digital dan program loyalitas konsumen. analisis crm (gambar 1) menurut turban (2008:611) adalah menerapkan teknik analisis bisnis dan bisnis intelijen seperti data mining dan proses analisis online ke dalam aplikasi crm. keuntungan dari analisis crm adalah dapat mengelompokkan konsumen ke dalam segmen-segmen, hubungan yang lebih produktif dengan konsumen dalam hal penjualan produk/jasa serta peningkatan dalam perencanaan periklanan, strategi pemasaran, manajemen ranta pasokan, biaya yang lebih murah, dan harga yang lebih kompetitif. the patricia seabold group (2006) mengklasifikasikan aplikasi crm menjadi 3 kategori, yaitu customer-facing applications, customer-touching applications, dan customer-centric intelligence applications. 28 journal the winners, vol. 11 no. 1, maret 2010: 26-33 gambar 1 analisis crm customer-centric applications merupakan suatu aplikasi yang dapat menganalisis hasil dari proses operasional dan menggunakan hasil yang ada untuk meningkatkan aplikasi crm yang ada. aplikasi ini terdiri dari (1) data reporting and warehousing. laporan data (data reporting) merupakan data, baik yang mentah maupun yang sudah dianalisis, yang dapat dilihat dan dianalisis oleh manajer. biasanya data berbentuk tabular atau grafik. data warehouse adalah suatu media, di mana perusahaan menyimpan data perusahaan dalam suatu server sehingga apabila suatu hari data tersebut dibutuhkan, data itu dapat dengan mudah diakses; (2) data analysis and mining. analisis data (data analysis) dapat dilakukan menggunakan aplikasi analisis data yang dapat secara otomatis memproses dan menganalisis data yang ada. sedangkan data mining adalah suatu proses analisa yang melibatkan data dalam jumlah besar untuk mengetahui pola yang sebelumnya. menurut jagdish n sheth (2001:47), rantai nilai crm terdiri dari beberapa tahapan, yaitu customer data customer information customer knowledge wisdom to completely satisfy customers. dalam membangun hubungan pelanggan yang baik, perusahaan membutuhkan pengetahuan tentang pelanggan-pelanggannya. oleh karena itu, suatu perusahaan yang menerapkan crm membutuhkan manajemen pengetahuan data pelanggan yang baik. menurut jagdish n seth (2001:46), manajemen pengetahuan adalah suatu disiplin manajemen yang menganggap modal intelektual sebagai hal yang bernilai yang harus dijaga dan dikelola dengan baik. manajemen pengetahuan ini diperlukan untuk memberikan pengertian tentang data dan pengetahuan-pengetahuan yang dapat digunakan untuk mengetahui keinginan pelanggan yang sebenarnya dan memberikan kepuasan lebih bagi pelanggan. metode penelitian analisis kompetitif: analisis porter ancaman pendatang baru (threat of new rivalry) perancangan e-crm .....(brata wibawa djojo; karin tamara) 29 jenis bisnis yang dijalani oleh pt multi superindo manunggal saat ini termasuk dalam salah satu sektor usaha yang potensial. dalam menjalankan usahanya, pt multi superindo manunggal bermitra dengan 3 perusahaan dan membentuk grup perusahaan, yang terdiri dari pt multi sukses bersama (jakarta), pt multi sejahtera manunggal (jakarta), dan cv multi manunggal abadi (palembang). adanya perusahaan sejenis yang menggeluti bidang bisnis yang sama dengan pt multi superindo manunggal, membuat pt superindo manunggal harus terus meningkatkan keunggulan perusahaan sehingga dapat terus bertumbuh dan dapat bersaing dengan pesaing lainnya. pada saat ini, belum ada pesaing baru yang potensial yang menggeluti bidang bisnis seperti pt msm. hal ini dikarenakan dibutuhkannya modal yang besar untuk dapat memulai bisnis, hubungan dengan berbagai perusahaan pemasok, baik di dalam maupun luar negeri serta pengetahuan mendalam tentang pipa dan valves, dan faktor keamanan yang harus dipenuhi. akan tetapi, tetap saja ancaman akan adanya pendatang baru tetap ada, misalnya saja perusahaan yang bermodal besar yang ingin menekuni bisnis ini atau perusahaan luar negeri yang membuka cabangnya di indonesia. pesaing dalam industri (competitive rivalry within an industry) setiap bisnis yang dijalankan tentunya memiliki pesaing yang mendalami bidang bisnis yang sama dengan perusahaan. lamanya suatu perusahaan berdiri dan mendalami bidang bisnis, luasnya pangsa pasar yang dikuasai, dan segmen pasar yang sama akan mempengaruhi kuatnya persaingan antar perusahaan yang sejenis. dalam menghadapi persaingan ini, perusahaan tentunya perlu mempertahankan pelanggan yang sudah ada sekarang, dengan terus meningkatkan kualitas, baik produk maupun pelayanan serta meningkatkan kepercayaan dan loyalitas konsumen, agar terus unggul dibanding pesaing lainnya. kekuatan penawaran pembeli (bargaining power of customer) pt multi superindo manunggal mendalami bidang bisnis penjualan pipa besi, valves, dan lain-lain, dan memiliki konsumen yang sebagian besar adalah perusahaan minyak dan gas serta industri-industri. dalam menjalankan bisnisnya selama ini, ada kurang lebih 378 perusahaan yang tercatat dalam data pt multi superindo manunggal sebagai pembeli. adanya beberapa pesaing dalam bisnis sejenis ini membuat kekuatan penawaran pembeli cukup tinggi, dikarenakan pembeli tentunya akan membandingkan harga yang ditawarkan oleh pesaing serta kualitasnya, dengan produk dari pt multi superindo manunggal. untuk terus mempertahankan pelanggan yang sudah ada sekarang ini, pt multi superindo manunggal terus berusaha untuk memberikan produk dengan kualitas terbaik, aman digunakan, dengan harga kompetitif, dan juga pelayanan terbaik. kekuatan penawaran pemasok (bargaining power of supplier) dalam menjalankan usahanya, pt multi superindo manunggal tentunya memiliki pemasok yang mendukung dan memberikan suplai barang kepada pt multi superindo manunggal. sebagai perusahaan yang memiliki taraf internasional, pt multi superindo manunggal pun memiliki banyak pemasok, yaitu kurang lebih 1.102 pemasok, baik di dalam maupun luar negeri. jumlah tersebut merupakan jumlah yang sangat besar. banyaknya jumlah pemasok, pt multi superindo manunggal juga merupakan salah satu keunggulan perusahaan, di mana perusahaan tidak hanya bergantung hanya pada satu pemasok saja, melainkan banyak dan mengakibatkan kekuatan penawaran pemasok menjadi lemah. ancaman produk pengganti (threat of substitute product) sampai saat ini tidak ada produk substitusi yang dapat menggantikan kegunaan pipa besi dan valves. hal ini disebabkan karena dibutuhkannya pengetahuan dan ukuran yang tepat serta sesuai 30 journal the winners, vol. 11 no. 1, maret 2010: 26-33 dengan kegunaan pipa yang disesuaikan dengan permintaan pelanggan; dan sampai saat ini, belum ada produk atau barang lain yang dapat menggantikan atau memiliki kegunaan yang sama. analisis strategi perusahaan perusahaan tumbuh dan berkembang dipengaruhi oleh berbagai faktor. faktor-faktor yang mempengaruhi perusahaan tersebut antara lain adalah faktor dari luar perusahaan (external factor) dan faktor dari dalam perusahaan (internal factor). analisis faktor internal dan eksternal perusahaan faktor strategi internal perusahaan terdiri dari kekuatan (strengths), yaitu kualitas produk yang terjamin, teknisi yang handal, standar produk internasional, harga produk yang bersaing, dan banyaknya pemasok perusahaan. sedangkan kelemahan (weaknesses), yaitu sistem yang belum terintegrasi, website perusahaan yang sederhana, layanan pelanggan yang belum maksimal dalam melayani keinginan pelanggan yang berbeda-beda, prosedur perusahaan yang kompleks, dan biaya yang tinggi dalam pemberian informasi kepada pelanggan. sementara itu, faktor strategi eksternal perusahaan terdiri dari peluang (opportunities), yaitu perkembangan industri yang semakin pesat, perkembangan teknologi yang tinggi, banyaknya sumber daya manusia yang ada, pasar yang cukup besar di indonesia, dan adanya koneksi internet yang dapat mempermudah proses bisnis. sedangkan ancaman (threats), yaitu nilai tukar dollar yang fluktuatif sehingga harga produk tidak stabil, pelanggan yang peka terhadap harga, perusahaan pesaing yang memperbaiki diri dan melakukan perubahan, pemerintah yang membuka peluang bagi perusahaan asing, dan munculnya pesaing baru dalam bisnis. gambar 2 diagram lima kekuatan porter pt multi superindo manunggal perancangan e-crm .....(brata wibawa djojo; karin tamara) 31 matriks qspm (quantitative strategic planning matrix) matriks qspm memungkinkan evaluasi alternatif strategi pt multi superindo manunggal secara objektif dan melalui penilaian intuitif yang baik berdasarkan faktor keberhasilan kunci internal dan eksternal yang telah didefinisikan pada tahap sebelumnya. hasil dan pembahasan penilaian (assessment) sistem crm harus dinilai untuk mengetahui seberapa besar sistem yang ada mempengaruhi perusahaan. tujuan utamanya adalah memberikan konsumen pengalaman positif, dan menanyakan pendapat konsumen tentang pelayanan perusahaan (feedback). berikut adalah diagram proses pemesanan barang sebelum dan setelah adanya situs e-crm pt multi superindo manunggal: gambar 3 diagram proses pemesanan sebelum perancangan gambar 4 diagram proses pemesanan dalam situs pt multi superindo manunggal 32 journal the winners, vol. 11 no. 1, maret 2010: 26-33 dari diagram proses pemesanan yang ada pada pt multi superindo manunggal sebelum adanya perancangan situs e-crm dan sesudah menggunakan situs e-crm dapat diketahui bahwa dengan menggunakan situs ini, proses pemesanan yang sebelumnya membutuhkan waktu yang lama dan rumit serta menghabiskan biaya dalam penyampaian informasi kepada pelanggan yang biasanya menggunakan media telepon, email, maupun fax, dapat diubah menjadi proses yang lebih singkat serta menghemat waktu dan biaya. proses pemesanan barang melalui situs pt multi superindo manunggal lebih mudah serta memberikan informasi yang jelas dan singkat kepada pelanggan mengenai produk yang telah dipesan, harga produk, total pembelian, tanggal pengiriman hingga tanggal barang tersebut sampai di tempat pelanggan. pelanggan juga dapat melihat kembali pesanan yang telah dilakukannya pada waktu sebelumnya yang tersedia dalam menu pelanggan. gambar 5 tampilan halaman history pesanan pelanggan perbaikan (correction) perbaikan dilakukan berdasarkan feedback dari konsumen yang dilakukan dalam fase penilaian, dan harus dilakukan untuk meningkatkan/memperbaiki sistem. situs pt multi superindo manunggal ini menyediakan fitur polling atas seberapa baik atau buruknya kinerja pelayanan dan pemesanan produk dalam situs pt multi superindo manunggal ini. perusahaan juga menerima masukan saran dari para pengunjung yang mengakses situs pt multi superindo manunggal, yang dapat disampaikan melalui fitur chat dengan layanan konsumen yang telah tersedia. tersebut terhadap perusahaan dan memberikan pengalaman baik kepada pelanggan; dan tahap terakhir adalah perbaikan di mana perbaikan tersebut dilakukan berdasarkan umpan balik yang diberikan pelanggan untuk meningkatkan kinerja sistem. perancangan e-crm .....(brata wibawa djojo; karin tamara) 33 gambar 6 halaman polling layanan simpulan sistem e-crm yang dirancang merupakan sistem berbasis web yang menyediakan fasilitas informasi perusahaan untuk semua pengunjung web, dan halaman khusus pelanggan yang memiliki kepentingan transaksi dengan perusahaan. saran yang diberikan atas hasil penulisan skripsi ini adalah (1)melakukan perbaikan layanan kepada pelanggan untuk meningkatkan kepuasan pelanggan, dengan cara meningkatkan pengetahuan tentang produk, kemudahan dalam menyampaikan kritik dan saran, dan meningkatkan fungsi dari pemesanan barang melalui media website yang masih sederhana dan masih perlu dikembangkan; (2) perlu adanya penambahan informasi mengenai detail produk yang disediakan perusahaan, serta kelengkapan dalam pengisian form pemesanan oleh pelanggan, serta adanya fasilitas customize untuk tampilan layar bagi user. perlunya diadakan evaluasi secara rutin untuk melakukan perbaikan dan perubahan yang diperlukan untuk menyesuaikan dengan kebutuhan pelanggan; dan (3) sistem e-crm ini tidak mendukung mobile. oleh karena itu, sebaiknya perusahaan mengembangkan agar di masa depan sistem ini dapat mendukung aktivitas mobile. daftar pustaka david, f.r. (2006). manajemen strategis – konsep, edisi sepuluh, jakarta: salemba empat. rangkuti, f. (2009). analisis swot: teknik membedah kasus bisnis, cetakan keenambelas, jakarta: pt gramedia pustaka utama. sugiyono. (2006). statistika untuk penelitian, cetakan kesembilan, bandung: cv alfabeta. umar, h. (2008). strategic management in action, cetakan kelima, jakarta: pt gramedia pustaka utama. wheelen, t.l., dan hunger, j.d. (2008). strategic management and business policy, edisi kesebelas, upper saddle river, new jersey: pearson education, inc. microsoft word 01_hasliza halim_setting_ok human resource outsourcing: .....( hasliza abdul-halim; norbani che-ha) 1 human resource outsourcing: lesson from multinational enterprises hasliza abdul-halim1; norbani che-ha2 1school of management, universiti sains malaysia 11800 pulau pinang, malaysia 2faculty business and accountancy, university malaya 50603 kuala lumpur, malaysia haslizahalim@usm.my; norbanicheha@um.edu.my abstract this paper examines the consequence of the organization internalization on the practice of human resource (hr) outsourcing among manufacturing organizations. the assumption is that hr outsourcing is perceived as an innovative practice and that multinational enterprise (mnes) will employ this practice more than local organizations. the data was gathered from survey questionnaires of 232 manufacturing organizations. of the sample, 113 organizations engaged with hr outsourcing, and 71 are mnes that partially outsource their hr functions. the findings reveal that hr outsourcing among mnes is used to a greater extent than local organizations. a significant difference is found in the extent of outsourcing payroll, benefits, training and recruitment between mnes and in local organizations. keywords: outsourcing, human resource management, multinational corporations abstrak tulisan ini memeriksa konsekuensi organisasi internasional dalam praktik bagian outsource sumber daya manusia (sdm) dalam organisasi manufaktur. asumsi awal yaitu bahwa sdm outsource dianggap sebagai praktik inovatif and bahwa perusahaan multinasional akan mempekerjakan praktik ini lebih banyak daripada perusahaan lokal. sebagai contoh, 113 organisasi mempekerjakan sdm oursource dan 71 di antaranya adalah perusahaan multinasional. jumlah tersebut mengungkapkan bahwa sdm outsource diantara perusahaan multinasional menunjukan jumlah lebih besar daripada perusahaan lokal. perbedaan signifikan ditemukan dalam perpanjangan gaji outsource, benefit, training, dan rekrutmen antara perusahaan multinasional dan lokal. kata kunci: outsource, sumber daya manusia, perusahaan multinasional 2 journal the winners, vol. 12 no. 1, maret 2011: 1-10 introduction in the international management and human resource management (hrm) literature, foreign mnes as opposed to local organizations are different in terms of management and decision-making. this is because in today’s world of ever increasing competition and emphasis on the bottom, mnes necessarily and continuously examine new ways to generate value and improve profitability, including cost reductions where possible. successful mnes find ways to utilize their corporate capabilities to add value. mnes follow different strategies in promoting convergence of organizational forms and practices. among these strategies, mnes have embraced outsourcing where appropriate. indeed quinn (2000) argued that strategic management of outsourcing is perhaps the most powerful tool in management and outsourcing of innovation is its frontier. consistent with this trend, mne engage in hr outsourcing. to a great extent, mnes are important disseminators of hr practices and innovations in terms of work organization. and, although hr outsourcing is discussed in the management literature, this concept has not been addressed widely under the heading of international management. therefore, this paper attempts to investigate the effect of mnes on the extent of hr outsourcing, drawing upon the findings of an in-depth survey among manufacturing organization in malaysia. the discussion on this paper will proceed with the concept of hr outsourcing and mnes, followed by methodology of the study, results and finally the discussion and conclusion of the study. literature review hr outsourcing outsourcing in general can be defined as the purchase from external vendors of a valuecreating activity that either was previously done or could have been done in-house (gilley & rasheed, 2000). consequently, the outsourcing of hr activities is the practice of turning overall or part of an organization’s hr function to external providers (adler, 2003; pelham, 2002). hr outsourcing has grown in popularity since the early 1990s in western europe and in the us, where up to 90 percent of the organization outsource some hr functions (cook, 1999; cooke et al., 2005). however, in other countries such as greece, the use of hr outsourcing lags well behind this penetration rate (galanaki & papalexandris, 2005). moreover, empirical study on hr outsourcing in developing countries such as malaysia (which inter alia is characterised by the presence of many mne’s) is also non existent (hewitt association, 2006), revealing an unusual lacuna in the literature. many mnes managers realize that the use of outside providers is more efficient and less costly than hiring full time staff to handle the hr functions in house (galanaki & papalexandris, 2007). in fact, demands for increased productivity, profitability, and growth have encouraged organizations to analyse their internal hr processes, resulting in a move towards strategic outsourcing activities (cooke, et al., 2005). moreover, hr outsourcing enables organizations to profit from the rising comparative advantage of specialized service providers who have expertise in the areas concerned (smith et al., 2006; cooke et al., 2005). apart from that, hr outsourcing allows organizations and external vendors to collaborate their consultative and strategic roles in designing and implementing programs which to enhance organizational performance (greer et al., 1999). in short, the main reasons for outsourcing hr appear to be fairly consistent. typical reasons include seeking specialist services and expertise, enhancing the quality of the services, cost reduction and enabling hr specialists to take on a more strategic role. nonetheless, outsourcing can also fail for several reasons such as high costs and unforeseen need of additional resources (lawler & mohrman, 2003); loss of management control (quinn & hilmer, 1994; domberger, 1998); declining innovation (kotabe, 1992); contract ambiguity and technological incompatibilities (laabs, 1998); potential lower service quality (elmuti, 2003) and effect human resource outsourcing: .....( hasliza abdul-halim; norbani che-ha) 3 on employees’ morale (stroh & treehuboff, 2003). similarly, heavy reliance on external service providers may lead to a loss of internal expertise, skills, and strategic competitive advantage (ulrich, 1996; adler, 2003). however, some mnes may turn to outsourcing as they deem that most vendors have made major investments in hrm knowledge, which they put in the service of their customers. in this sense, outsourcing permits benefiting of knowledge and competencies which do not exist in-house, or, which are used for other activities (galanaki & papalexandris, 2007). recent research in this domain show a considerable increase in the use of hr outsourcing, particularly in the areas of hrm consultancy and in the design of hrm tools (cook, 2003; cook, 2006). this practice has increased mainly due to the existing of competent and experienced hr professionals among the external vendors. moreover, if the hr functions are adequately standardized, thus hr managers and external vendors are able to communicate effectively and manage in collaborative common projects. thus, the practice of hr outsourcing could be acknowledged as a demonstration of development of the hrm practice. types of hr functions to be outsourced evidence now suggests that hr outsourcing has increased considerably over the last decade (andersen, 1996; harkins, brown & sullivan, 1995). qualitative and quantitative reports such as the cranet survey and from the bureau of national affair provides further evidence of this growth (see below). a recent survey by smith, et al (2006), indicates that 61 percent of the organisations in russia outsourced at least one hr function. out of that percentage, 68 percent of them outsourced recruitment, 61 percent outsourced human resource information system followed by training (56%) and benefits administration (49%). another survey conducted by the bureau of national affairs in 2004 (in lilly et al., 2005) demonstrates that 67 percent of hr departments outsourced one or more hr functions. the cranet survey (in cooke et al., 2005) provides further evidence to support the growing trends towards hr outsourcing. the survey shows that 97 percent of the organisations use external providers in hr to cover at least one hr function. from various hr functions, training activities are the most common functions to be outsourced (77%). this is followed by recruitment (59%), benefits (30%) and workforce outplacement (29%). organisations outsource a wide range of hr functions. lever (1997) indicates that 75 percent and 65 percent of the organisations outsource benefits administrations and training respectively. payroll is also one of the popular hr functions to be outsourced (62%), followed by recruitment with 50 percent. other outsourced functions comprise of hr information systems (30%) and compensation (17%). none of the respondent outsourced strategic hr functions. the surveys suggest that many organizations outsource various types of hr functions particularly training and recruitment functions. this indicates that the trend towards hr outsourcing is growing tremendously. nevertheless, the offer of hr functions in asia countries including malaysia has only recently developed (hewitt association, 2006). in fact, outsourcing in general is a relatively new phenomenon in malaysia. hr outsourcing and mnes hyper-competition in globalized market place added with the fact that needs among global customers are becoming common induces multinational enterprises (mnes) to adopt standardized strategies and practices in fostering employment across border. in this regard, mnes are considered as the medium of globalization in which they disperse the managerial knowledge and techniques internationally and promoting standardization of management systems (quintanilla & ferner, 2003; martin & beaumont, 1998). however, national differences particularly institutional and culture 4 journal the winners, vol. 12 no. 1, maret 2011: 1-10 background demand mnes to adapt their management practices to the local context (quintanilla & ferner, 2003). hr functions specifically, are considered as the most vulnerable to cultural differences and least likely to be standardized across countries (myloni, harzing, & mirza, 2004). in other words, mnes are bound to follow local institutional arrangement such as wage determination, hours of work, forms of work contract and redundancy procedures as well as in staffing, employee development, payroll or other hr policies (ferner, 1997). however, many mnes do not have ultimate knowledge on the hr functions at the local context, it is reasonable for the organizations to outsource with service providers to handle the functions according to local needs. local organizations on the other hand, which operates in a non-restricted institutional environment regarding outsourcing agreements, lags behind in the use of hr outsourcing, it is reasonable to expect that foreign mnes would engage more in the practice of hr outsourcing than the local organizations. therefore, the research hypothesis is developed as research hypothesis and foreign mnes outsource more their hr functions than the local organizations. methodology sample and procedure this study used a mail survey questionnaire to obtain data. the questionnaires were targeted to the head of human resource departments, or the person responsible for hr in malaysian manufacturing organizations. the mailing list was obtained from the federation of malaysian manufacturers directory (fmm). the survey yielded 232 useable responses from an eligible sample of 990 organizations. this response rate of 23.4% is similar to other surveys in malaysia, which tend to obtain a response of between 15-25 percent (othman, et al., 2001). the targeted respondents were the senior hr managers. while, as discussed below, the use of a single respondent is not ideal, it has very real benefits in terms of costs, and been the method of choice of leading us researchers such as becker & huselid (2006) who state that the wisest use of scarce research resources should be devoted to increasing overall response rates among well-crafted single respondent surveys. while the respondents in this study were well positioned to provide hr data, it remains possible that a general response bias is affecting the results. indeed asking hr managers about their own function involves measuring a partial perception of reality (valverde et al., 2006). to reduce the effects of possible bias, future research might benefit from designs that collect data from multiple respondents within each participating organization. for instance, it would be valuable to incorporate data from managers other than hr managers (e.g. line managers), as their views may well differ (edgar et al., 2008). ideally, if time and research funds permit, research on hrm should also tap into the views of workers, and not rely on managerial views. research has certainly revealed that workforce views on hrm do differ from those of the management (geare, et al., 2009). measurement instruments the data were collected through a more extensive questionnaire on hr outsourcing. to measure the outsourcing level of hr functions, open ended question relating to the percentage of each hr function outsourced was used. the use of hr outsourcing was established through the following questions: do you outsource part of this hr function? please indicate the percentage of this activity being outsourced (ranging from 0 to 100 percent). human resource outsourcing: .....( hasliza abdul-halim; norbani che-ha) 5 the above two questions were posed for each of the following hr functions namely: payroll, hris, benefits, compensations, training, recruitment, appraisal, employee relation and hr strategic functions. the selection of these hr functions was based on the hr functions that are widely recognized, accepted and stated as being outsourced frequently in the human resource management (hrm) literature (delery & doty, 1996; lever, 1997; smith et al., 2006). furthermore, in order to understand the experiences underlying the hr outsourcing functions of malaysian organisations, the questions were adapted from the study of elmuti (2003). these constructs were measured on a six-point semantic differential-likert scale. the measurement scales were modified to suit the background of the respondents particularly in their adoption of the hr outsourcing strategy. finally, the information of the organisations was obtained from questions on organisational background. computer softwarestatistical package for the social sciences (spss) version 14 was used to analyse the practices of hr outsourcing between mnes and local manufacturing organisations in malaysia. discussion profile of the respondents from the survey, the respondents were asked about their involvement with hr outsourcing. thus, the profile of the organisations that engage with the outsourcing of hr functions is discussed and all the items recapitulated in table 1. table 1 profile of the organisations that outsourced hr functions hr outsourced organisations number percentage 1. hr outsourcing decision • yes 113 48.7 • no 119 51.3 2. type of industry • food and beverages 8 7.1 • textiles 10 8.8 • wood products 6 5.3 • chemical products 12 10.6 • rubber and plastic products 11 9.7 • metal products 9 8.0 • machinery and equipment 17 15 • electronics 16 14.2 • radio, tv and communication 16 14.2 • motor vehicles, trailers and semi-trailers 8 7.1 3. years in operation • 20 years above 41 36.3 • 11-20 years 40 35.4 • 10 years and below 32 28.3 4. total employees • 150 to 300 employees 30 26.5 • 301 to 1000 employees 46 40.7 • above 1000 employees 37 32.7 5. years of working experience • below 5 years 69 61.1 • 5 to 10 years 34 30.1 • above 10 years 10 8.8 6 journal the winners, vol. 12 no. 1, maret 2011: 1-10 from 232 respondents, 48.7 percent (113) of the organisations engaged in outsourcing their hr functions. table 1 shows the profile of the 113 organisations that outsourced hr functions. the majority of respondents (15%) are from the machinery and equipment industry. almost 41 percent of the organisations employ 301 to 1000 employees, and 36.3 percent of these organisations have been in business for at least 20 years. interestingly, about 61 percent of respondents have less than five years of experience in hr areas. type of human resource functions outsourced between mnes and local organizations of the 113 responses, 71 (62.8%) related to mnes and 42 (37.2%) were local organizations. the results are presented in table 2. percentages for each answer option were computed as 1) fraction of the whole sample of outsourced organizations and 2) a fraction in each category (type of hr functions outsourced) by ownership. table 2 hr outsourcing survey results organizations (n=113) mnes local (malaysian) organizations 1. does your organization outsource? yes 2. what hr functions does your organization outsource? payroll benefits hris training recruitment 71 (62.8%) 24 (33.8%) 13(18.3%) 6 (8.5%) 49 (69%) 56(78.9%) 42 (37.2%) 6 (14.3%) 2 (4.8%) 4 (9.5%) 25 (59.5%) 38 (90.5%) from table 2, most of the organizations that engaged with hr outsourcing were mnes (62.8%). only 37.2 percent of local organizations partially outsource some of their hr functions. this finding is consistent with the study conducted by galanaki and papalexandris (2007) in which local (greek) organizations outsource less hr functions compared to mnes. in a similar manner, smith et al. (2006) also indicate that more than half (57%) of organizations that outsource hr functions are mnes. table 2 also show that recruitment is the most frequently outsourced hr function for mnes (78.9%) and local organizations (90.5%), with training as most likely future outsourcing priority. routine and administrative hr functions (e.g. hris, benefits) for both organizations are among the least functions to be outsourced. this contradicts the popular knowledge that administrative is among the hr functions to be outsourced (greer et al., 1999). result for hris, however, are in agreement with lever (1997) that specify only few organizations outsource the function. the difference in the use of hr functions outsourced by mnes and local organizations t-tests were employed to measure the use of hr outsourcing by each group (mnes and local organizations). table 3 shows the results of the t-tests by each group of the organizations. table 3 results of t-tests on hr outsourcing between mnes and local organizations variable organizations n mean f sig. hr outsourcing mnes local 71 42 17.34 1.95 81.044 0.000* * significant at 0.01 level human resource outsourcing: .....( hasliza abdul-halim; norbani che-ha) 7 result shows that a significant difference was found in the use of hr outsourcing by each group namely mnes and local manufacturing organizations (f=81.04, p=0.000). mnes were found to have higher mean scores. this indicates that local organizations outsource less hr functions than mnes do, thus justify that ownership of the organization (mnes or local) is a significant indicator in decision making to outsource hr functions. therefore, the hypothesis formulated is supported. this result is consistent with galanaki & papalexandris (2007) in which multinational organizations tend to engage more with hr outsourcing than the local organizations. the difference of use of hr outsourcing in mnes and local organizations, by hr functions t-tests were also conducted to test whether the extent of outsourcing of hr functions is different between the two groups. results are presented in table 4. the percentage of the total hr function that is outsourced was found to be significantly different in mnes from local organizations in the case of payroll (f=72.77, p=0.000), benefits (f=20.82, p=0.000), training (f=124.94, p=0.000) and recruitment (f=5.817, p=0.018). this suggests that mnes were found to outsource a significantly larger part of their payroll, benefits, training and recruitment functions than the local organizations do. however, the use of outsourcing hris was found not to be significant between mnes and local organizations. table 4 results of t-tests for the difference in use of individual hr functions between mnes and local organizations hr functions organizations n mean f sig. payroll mnes local 71 42 15.77 1.95 72.77 0.000* benefits mnes local 71 42 5.00 1.40 20.82 0.000* training mnes local 71 42 37.82 1.10 124.94 0.000* recruitment mnes local 71 42 35.56 33.51 5.817 0.018* hris mnes local 71 42 4.15 2.86 1.265 0.263 * significant at 0.01 level conclusion the above findings show that mnes are significantly different in the use of hr outsourcing as opposed to local organizations. in this instance, more mnes appear to be outsourcing their hr functions more than local organizations. this finding is supported by galanaki & papalexandris (2005) that majority of mnes outsource their hr functions. this is because mnes are more demanding, knowledgeable of their hrm needs and therefore, require more advanced and sophisticated hr services. the findings of this study are important in identifying the trend of hr outsourcing among mnes and local organizations. the results also show that recruitment and training are among the most popular hr functions to be outsourced by both mnes and local organizations. this scenario is expected to be driven by the existence of reliable vendors specializing in designing and delivering the training programs as well as their experts in head hunting. another reason is due to the nature of these functions (recruitment and training) that changes too quickly for internal department to keep up and maintain, therefore outsourcing to specialized vendors is an alternative. 8 journal the winners, vol. 12 no. 1, maret 2011: 1-10 moreover, both organizations are found to outsource small parts of payroll, benefits and hris functions. the reason for performing most of these functions in house is that, in the asia pacific the decision to outsource tends to be made locally. therefore, most organizations refuse to outsource these functions because of the increasing concern over confidentiality and privacy issues (stroh & treehuboff, 2003; hewitt association, 2006). moreover, the growing complexity of compliance requirements in areas of benefits, hris and compensations made them unattractive for the external vendors. this might also imply that it will take a longer time for organizations in asia to build trust and confidence in a vendor, thereby extending the period from the initial contract to an ongoing relationship (hewitt association, 2006). it should be pointed out that, the findings also indicate that there is a significant difference in terms of outsourcing payroll, benefits, training and recruitment between mnes and local organizations. this explains that mnes tend to engage more with external vendors in outsourcing these functions as compared to local organizations. a major limitation of this study is due to its small sample size. moreover, this study only concentrates on manufacturing organizations as the key respondents; hence generalization on the findings to service organizations may be a challenge. thus, future studies should gather more samples and also include service organizations, in that, the role of hr outsourcing could be better understood from two different industries. moreover, plan for future research include deeper understanding on the factors that trigger the mnes and local organization to outsource their hr functions. in fact, the relationship between hr outsourcing and organizational performance would be interesting to scrutinize. in summary, this paper allows the hr managers to rethink the delivery of hr functions. there are many alternative delivery mechanisms that remove the delivery of hr practices from hr department (lepak et al. 2005). hr outsourcing is not the only option available. there is also some evidence that a large number of hr functions are shifted to line management (larsen and brewster 2003). for hr managers it is important to scrutinize these alternatives delivery mechanism, to weigh their pros and cons and to select the mechanism that match the business strategy of the organizations. references adler, p. s. (2003). making the hrm outsourcing decision. mit sloan management review, 45, 5360. andersen, a. (1996). outsourcing human resource functions. supervision, 57, 3. becker, b. e., & huselid, m. a. (2006). strategic human resources management: where do we go from here? journal of management, 32(b), 898-925. cook, m. f. (1999). outsourcing human resources functions: strategies for providing enhanced hr services at lower cost. new york: amacom. cooke, f. l., shen, j., & mcbribe, a. (2005). outsourcing hr as a competitive strategy? a literature review and an assessment of implications. human resource management, 44(4), 413-432. delery, j. e., & doty, d. h. (1996). modes of theorizing in strategic human resource management: test of universalistic, contingency and configural performance prediction. academy of management journal, 39(4), 802-35. domberger, s. (1998), the contracting organization – a strategic guide to outsourcing, oxford: oxford university press. human resource outsourcing: .....( hasliza abdul-halim; norbani che-ha) 9 edgar, f. j., geare, a. j., & mcandrew, i. (2008). dispelling a myth? union affiliation and its impact on affiludinal outcomes. international journal of comparitive labour law and industrial relations. 24(4), 549-572. elmuti, d. (2003). the perceived impact of outsourcing on organizational performance. midamerican journal of business. 18(2), 33-41. ferner, a. (1997). country of origin effects and hrm in multinational companies. human resource management journal, 7(1), 19-36. galanaki, e., & papalexandris, n. (2005). outsourcing human resource management in greece. international journal of manpower, 26(4), 382-96. geare, a. j., edgar, f. j., & mcandrew, i. (2009). workplace values and beliefs: an empirical study of ideology, high commitment management and unionisation. international journal of human resource management, 20(5): 1145-1170. gilley, m., & rasheed, a. (2000). making more by doing less: an analysis of outsourcing and its effect on firm performance. journal of management, 26(4),763-790. greer, c. r., youngblood, s. a., & gray, d. a. (1999). human resource management outsourcing: the make or buy decision’. academy of management executive. 13, 85-96. harkins, p. j., brown, s. m. & sullivan, r. (1995). shining new light on a growing trend. hr magazine, pp.75-79. hewitt association. (2006). available from: http://www.hewittassociates.com/intl/na/enus/default.aspx [accessed 10 february 2008]. kotabe, m. (1992). global sourcing strategy: r&d, manufacturing, and marketing interfaces. newyork: quorum. laabs, j. (1998). the dark side of outsourcing. workforce, 77, 17-18. lawler, e. e., mohrman, s. a., (2003). hrm as a strategic partner: what does it take to make it happen? human resource planning. 26,15-29. lepak, d. p., bartol, k. m., & erhardt, n. l. (2005). a contingency framework for the delivery of hr practices. human resource management review, 15,139-159. lever, s. (1997). an analysis of managerial motivations behind outsourcing practices in human resources. human resource planning, 20(2), 37-47. lilly, j. d., gray, d. a., & virick, m. (2005). outsourcing the human resource function: environmental and organizational characteristics that affect hr performance. journal of business strategies, 22(1), 55-72. martin, g., & beaumont, p. (1998). diffusion ‘best practice’ in multinational firms: prospects, practice and contestation. the international journal of human resource management, 9(4), 671-95. myloni, g., harzing, w-w., & mirza, h. (2004). human resource management in greece. have the colours of culture faded away? international journal of cross cultural management, 4(1), 59-76. 10 journal the winners, vol. 12 no. 1, maret 2011: 1-10 othman, r., arshad r., hashim, n., & md isa, r. (2005). psychological contract violation and organizational citizenship behavior. gadjah mada international journal of business 7: 325 – 349. pelham, d. (2002). is it time to outsource hr? training 39 (4):50 minneapolis. quinn, j. b., & hilmer, f.g. (1994). strategic outsourcing. sloan management review, 35(4), 43-45. quinn, j.b. (2000). outsourcing innovation: the new engine of growth. sloan management review 41(4), 13-29. quintanilla, j., & ferner, a. (2003). multinationals and human resource management: between global convergence and national identity. the international journal of human resource management, 14(3), 363-68. smith, p. c., vozikis, g. s., & varaksina, l. (2006). outsourcing human resource management: a comparison of russian and u.s. practices. journal of labor research, 27(3), 305-21. stroh, l. k., & treehuboff, d. (2003). outsourcing hr functions: when-and when not-to go outside. journal of leadership and organizational studies, 10, 19-28. ulrich, d. (1996). human resource champions: the next agenda for adding value and delivering results. boston: harvard university press. valverde, m., ryan, g., & soler, c. (2006). distributing hrm responsibilities: a classification of organizations, personnel review, vol. 35 no.6, pp.618-36. microsoft word 08_edi supriyadi_setting.doc pengaruh entertainment,..... (edy supriyadi; lies putriana) 179 pengaruh entertainment, irritation dan informativeness iklan di website di kalangan mahasiswa fakultas ekonomi universitas pancasila edy supriyadi1; lies putriana2 1,2 jurusan manajemen, fakultas ekonomi, universitas pancasila jl. srengseng sawah, jagakarsa, jakarta selatan 12640 abstract there are several advantages and disadvantages and advertising via the internet. the appeal of advertising may also arise from given information element, the element of comfort but also sometimes lead to disturbing or irritation elements. the limited number of internet users in indonesia and the different backgrounds of individual internet users in indonesia certainly provide a different assessment of the advertisements contained on the internet. there are 3 factors which was the starting point to explain how consumers interpret the value of advertising, namely: informativeness, entertainment and irritation. this research aims to discover whether there is a relationship between entertainment, informativeness, and irritation toward advertising values and whether there is a relationship between entertainment and advertising values toward attitude towards web advertising using statistics tools of path analysis and multiple regression. the research shows that there is a significant relationship between independent variables such as informativeness, entertainment and irritation simultaneously toward the advertising value but there are no significant relationship between entertainment and informativeness toward the advertising value individually. in the other model there is a significant relationship between informativeness, irritation and advertising values with the attitude towards web advertising. keywords: informativeness, entertainment , irritation, advertising value, attitude towards web advertising abstrak ada beberapa keuntungan dan kerugian dari penyampaian iklan melalui internet. daya tarik iklan juga dapat timbul dari unsur informasi yang diberikan, unsur kenyamanan tetapi juga kadang-kadang mempunyai elemen yang mengganggu atau menjengkelkan. terbatasnya jumlah pengguna internet di indonesia dan latar belakang yang berbeda dari individu pengguna internet di indonesia tentu memberikan penilaian yang berbeda dari iklan yang terdapat di internet. ada 3 faktor yang merupakan titik awal untuk menjelaskan bagaimana konsumen menafsirkan nilai iklan, yaitu: keinformatifan, hiburan dan iritasi. penelitian ini bertujuan untuk mengetahui apakah ada hubungan antara hiburan (entertainment), keinformatifan (informativeness), dan iritasi (irritation) terhadap nilai iklan (advertising values) dan apakah ada hubungan antara hiburan dan nilai iklan dengan sikap terhadap iklan web (attitude towards web advertising) menggunakan alat statistik analisis jalur dan regresi berganda. hasil penelitian ini menunjukkan bahwa ada hubungan yang signifikan antara variabel independen keinformatifan, entertainment dan iritasi secara simultan terhadap nilai iklan tetapi tidak ada hubungan yang signifikan antara entertainment dan keinformatifan terhadap nilai iklan secara individual. pada model lain ada hubungan yang signifikan antara keinformatifan, iritasi, dan nilai iklan dengan sikap terhadap iklan web. kata kunci: keinformatifan, entertainment, iritasi, nilai iklan, sikap terhadap iklan web 180 journal the winners, vol. 11 no. 2, september 2010: 179-187 pendahuluan masyarakat umumnya kini tidak lagi sekedar menjadi objek teknologi dengan hanya menerima informasi dan data sebagai hasil olahan teknologi, melainkan juga diberdayakan untuk berinteraksi dan menggunakan teknologi khususnya teknologi informasi dalam tingkat akhir yang hampir tanpa batas. karena sifatnya yang demikian praktis kini komputer dapat dilibatkan dalam berbagai aktivitas keseharian kita. penggunaan iklan dan segala macam bentuk promosi semakin meningkat dewasa ini, bahkan media iklan kini telah berkolaborasi dengan penggunaan teknologi yang mutakhir melalui perikianan di situs-situs internet. terdapat beberapa kelebihan dan kelemahan dan periklanan melalui internet. periklanan yang tak terbatasi dengan wilayah namun dibatasi hanya kepada orang-orang yang memanfaatkan aplikasi teknologi komputer ini berlomba-lomba untuk menarik minat para pemakai internet agar mau dan berminat melihat, dan bahkan tertarik untuk menggunakan produk yang ditawarkan oleh pemasang iklan. daya tarik iklan bisa juga timbul dari unsur informasi yang disampaikan, unsur menghiburnya namun juga terkadang menimbulkan unsur mengganggu atau irritation. terbatasnya jumlah pengguna internet di indonesia dan berbedanya latar belakang individu pengguna internet di indonesia tentunya memberikan penilaian yang berbeda atas iklan-iklan yang terdapat di internet. iklan di internet yang sukses di negara asalnya, yaitu amerika serikat belum tentu berhasil menarik perhatian pengguna internet di negara lain, seperti di indonesia. melihat fenomena diatas maka yang menjadi pertanyaan adalah bagaimana para konsumen di indonesia menilai sebuah iklan di internet. nilai iklan bagi konsumen akan mempengaruhi strategi yang akan digunakan sebuah perusahaan dalam mempromosikan produknya, baik itu barang atau jasa. menurut penelitian yang telah dilakukan, opini konsumen tentang iklan akan mempengaruhi sikap konsumen terhadap iklan tersebut, dan selanjutnya akan mempengaruhi tingkah laku belanja konsumen. terdapat beberapa media tradisional ikian: di televisi, dalam surat kabar, pada sisi badan bus, sepeda motor, melalui pemasaran langsung lewat telepon, dan lain sebagainya. internet dan web masih merupakan sesuatu yang baru bagi banyak perusahaan sehingga mereka hanya mempunyai gagasan yang samar-samar tentang kelebihan dan keterbatasan berikilan media ini. hasil dan penelitian terdahulu melaporkan adanya pengaruh positif unsur informasi dan menghibur terhadap nilai iklan pada internet, sedangkan unsur mengganggu berpengaruh negative pada nilai iklan sedangkan nilai iklan akan mempengaruhi perilaku terhadap iklan di internet disamping unsur menghibur yang mempengaruhi secara langsung pada variable perilaku terhadap iklan. penelitian ini berniat untuk melihat efek menghibur, mengganggu dan informasi dan sebuah dari sebuah iklan di internet di jakarta terhadap nilai iklan tersebut untuk melihat lebih lanjut lagi perilaku konsumen atas iklan di internet. pokok permasalahan dalam penelitian ini ialah meneliti apakah terdapat hubungan antara entertainment, informativeness, dan irritation dengan advertising values dan apakah terdapat hubungan antara entertainment dan advertising values dengan attitude towards web advertising. penelitian bertujuan untuk mengetahui variabel yang diperlukan untuk memajukan toko maya di internet, mencari saja yang mempengaruhi periklanan di web site, dan untuk mengetahui bagaimana hubungan antar variable yang diperlukan dalam periklanan di internet. keterbatasan dalam penelitian ini ialah responden yang diambil hanya mencakup mahasiswa di universitas pancasila yang meliputi fakultas ekonomi, komunikasi dan psikologi. selain itu pelanggan jarang mendapatkan informasi yang sempurna tentang pasar, dan oleh sebab itu mereka harus berusaha mendapatkan informasi yang diperlukan. informasi ini mengalir ke pelanggan potensial terutama melalui kegiatan komunikasi pemasaran (marketing communications). pengaruh entertainment,..... (edy supriyadi; lies putriana) 181 definisi komunikasi menurut shimp (2000:4) adalah “communication is the process whereby thoughts are conveyed and meaning is shared between individuals or between organizations and individuals”. menurut kohl & jaworski (dikutip dari ducoffe, 1996:22) yang dimaksud dengan advertising value adalah “advertising value is thus understood as an overall representation of the worth of advertising to consumers”. dari definisi tersebut terlihat bahwa advertising value adalah persepsi konsumen mengenai suatu advertising, jadi penekanannya adalah dari sisi konsumen. persepsi memainkan peranan yang penting dalam advertising value. dengan mengetahui persepsi dari konsumen, maka akan mudah bagi marketer untuk memformulasikan strategi komunikasi. adapun proses sebagaimana diungkapkan oleh belch & belch (1995:105) adalah (1) how consumers sense external information, (2) how they select and attend to various sources to information, and (3) how this information is interpreted and given meaning. persepsi merupakan suatu proses individu, oleh karena itu persepsi sangat dipengaruhi oleh faktorfaktor internal, misalnya: kepercayaan, pengalaman, kebutuhan, suasana hati dan ekspektasi. selain faktor internal, karakteristik dari obyek juga berpengaruh, seperti ukuran, warna dan intensitas. ada 3 faktor yang merupakan titik tolak untuk menjelaskan bagaimana konsumen menafsirkan nilai dari suatu advertising, yaitu: informativeness, entertainment dan irritation. entertainment: secara umum memang banyak advertising yang sifatnya memberikan hiburan sambil menyisipkan informasi-informasi. banyak advertising yang mennggunakan lagu-lagu yang sedang populer atau menggunakan artis yang terkenal sebagai bintang iklan. menurut mcquail dalam ducoffe (1996:23), suatu advertising bisa dikatakan memberikan hiburan jika “able to fulfill audience needs for escapism, diversion, aesthetic enjoyment, or emotional release”. informativeness; dalam penelitian yang dilakukan oleh ducoffe (1996:22) mengenai advertising value, informativeness berarti ‘the ability of advertising to inform consumer of product alternatives so that purchases yielding greatest possible satisfaction can be made”. kemampuan advertising untuk menyediakan informasi adalah hakekat dari sebuah advertising. irritation; kasus penipuan melalui iklan juga banyak terjadi, misalnya advertising yang bersifat undian. selain itu kasus penipuan dimana produk yang diiklankan tidak sesuai dengan kenyataan. ada juga yang mengeksploitasi anak-anak dan wanita. banyak iklan dikritik karena menggunakan wanita sebagal obyek seksual, erotisme dijadikan daya tarik iklan. untuk indonesia yang lekat dengan budaya timur lembaga sensor iklan lebih ketat terhadap iklan-ikian yang erotis. advertising dikatakan mengganggu jika “employs techniques that annoy offend, insult, overly manipulative.” (ducoffe, 1996:23). sikap terhadap iklan sikap juga dikatakan sebagai respon, hal itu berarti bahwa respon sikap hanya akan timbul apabila individu dihadapkan pada suatu stimulus yang menghendaki timbulnya reaksi individual yang nantinya akan memberi kesimpulan nilai terhadap stimulus tersebut dalam bentuk baik atau buruk, suka atau duka dan sebagainya. beberapa tahap dalam penyampaian iklan adalah tahap kognitif dan tahap afektif. tahap kognitif dimana seseorang yang belum pernah melihat, mendengar tentang suatu produk dikatakan dalam keadaan tidak sadar akan adanya produk (kinnear dan taylor, 1996). tahap afektif merupakan tahap dimana dan hasil pemahaman, seseorang membuat penilaian suka-tidak suka, senang-benci, merupakan perasaan atau emosi seseorang terhadap stimulus. schiffman dan kanuk (2000:203) mengatakan bahwa “a consumer’s emotions or feelings about a particular product or brand constitute the effective component of an attitude”. pengiklan pada tahap ini harus membangun kepercayaan terhadap produk tersebut. khalayak memerlukan informasi yang diberikan didasari atas fakta atau 182 journal the winners, vol. 11 no. 2, september 2010: 179-187 sumber yang terpercaya dan informasi tersebut tidak meragukan. pengiklan dalam tahap ini mencoba mempengaruhi dan berusaha merubah sikap khalayak. metodologi metode yang digunakan dalam penelitian ini adalah analisis korelasional, untuk melihat hubungan antara informativeness dengan advertising value; entertainment, dengan advertising value; dan irritation dengan advertising value. selain itu juga meneliti hubungan antara informativeness, entertainment dan irritation sebagai variabel bebas (independent variable), dengan advertising value sebagai variabel tak bebas (dependent variable). setelah itu diteliti pula hubungan antara informativeness dengan attitude towards web advertising; entertainment dengan attitude towards web advertising; irritation dengan attitude towards web advertising; dan advertising value dengan attitude towards web advertising. sehubungan dengan itu diteliti pula hubungan antara informativeness, entertainment, irritation, advertising value sebagai variabel bebas (independent variable), dengan attitude towards web advertising sebagai variabel tak bebas (dependent variable). hasil dan pembahasan sampel dan data penarikan sample penelitian dilakukan dengan menggunakan metode purposive sampling (non probability) yang diambil dari populasi mahasiswa universitas pancasila yang terdiri dari 6 fakultas yaitu fakultas ekonomi, komunikasi dan psikologi; dan dari populasi tersebut diperoleh jumlah sample sesuai rumus slovin dengan standard error 5%. jumlah mi didapat berdasar teori slovin yaitu: ))(1( 2en n n + = di mana: n = jumlah sample, n = jumlah populasi, e = derajat kesalahan yang masih dapat ditoleransi. analisis data data yang telah dihimpun akan digunakan untuk menguji hipotesis penelitian dengan menggunakan analisa sem(struktural equation modelling) dengan menggunakan software amos 3.6 (analysis of movement structure). uji instrumen uji reliabilitas dan uji validitas untuk melihat keabsahan data sebelum diproses untuk menganalisis data sesuai dengan permasalahan. software yang digunakan adalah spss dengan mengguakan metode alpha cronbach. pengaruh entertainment,..... (edy supriyadi; lies putriana) 183 hipotesis : − entertainment, informativeness dan irritation berkontribusi secara simultan dan signifikan terhadap advertising value. − entertainment, informativeness, irritation dan advertising value berkontribusi secara simultan dan signifikan terhadap advertising value. hipotesis statistik secara simultan: h0 : entertainment, informativeness dan irritation tidak berkontribusi secara simultan dan signifikan terhadap advertising value. ha : entertainment, informativeness dan irritation berkontribusi secara simultan dan signifikan terhadap advertising value. h0 : entertainment, informativeness, irritation dan advertising value tidak berkontribusi secara simultan dan signifikan terhadap attitude web. ha : entertainment, informativeness, irritation dan advertising value berkontribusi secara simultan dan signifikan terhadap attitude web. hipotesis statistik secara individu: struktur -1: h0 : entertainment tidak berkontribusi secara signifikan terhadap advertising value. ha : entertainment berkontribusi secara signifikan terhadap advertising value. h0 : informativeness tidak berkontribusi secara signifikan terhadap advertising value. ha : informativeness berkontribusi secara signifikan terhadap advertising value. h0 : irritation tidak berkontribusi secara signifikan terhadap advertising value. ha : irritation berkontribusi secara signifikan terhadap advertising value. struktur-2: h0 : entertainment tidak berkontribusi secara signifikan terhadap attitude towards web advertising. ha : entertainment berkontribusi secara signifikan terhadap attitude toward web advertising value. h0 : informativeness tidak berkontribusi secara signifikan terhadap attitude toward web adv. ha : informativeness berkontribusi secara signifikan terhadap attitude toward web advertising value h0 : irritation tidak berkontribusi secara signifikan terhadap attitude toward web adv ha : irritation berkontribusi secara signifikan terhadap attitude toward web advertising value h0 : advertising values tidak berkontribusi secara signifikan terhadap attitude toward web adv ha : advertising values berkontribusi secara signifikan terhadap attitude toward web advertising value 184 journal the winners, vol. 11 no. 2, september 2010: 179-187 analisa data gambar 1 skema hubungan antara informativeness, entertainment, irritation dan advertising value hipotesis statistik secara simultan : h0 : entertainment, informativeness dan irritation tidak berkontribusi secara simultan dan signifikan terhadap advertising value ha : entertainment, informativeness dan irritation berkontribusi secara simultan dan signifikan terhadap advertising value tabel 1 anova uji statistik model 1 174.400 3 58.133 13.788 .000a 185.516 44 4.216 359.917 47 regression residual total model 1 sum of squares df mean square f sig. predictors: (constant), tot_b, tot_c, tot_aa. dependent variable: tot_db. dari tabel 1 diperoleh nilai f model 1 sebesar 13.788 dengan nilai probabilitas sig. = 0.000. karena nilai sig < 0.05, maka keputusannya adalah h0 ditolak dan sebab itu, pengujian secara individual dapat dilanjutkan. h0 : entertainment, informativeness, irritation dan advertising value tidak berkontribusi secara simultan dan signifikan terhadap attitude web ha : entertainment, informativeness, irritation dan advertising value berkontribusi secara simultan dan signifikan terhadap attitude web pengaruh entertainment,..... (edy supriyadi; lies putriana) 185 tabel 2 anova uji statistik model 2 561.770 4 140.443 42.970 .000a 140.542 43 3.268 702.312 47 regression residual total model 1 sum of squares df mean square f sig. predictors: (constant), adv.value, irritation, entertainment, informativeness a. dependent variable: attitudeb. dari tabel 2 diperoleh nilai f model 2 sebesar 42.970 dengan nilai probabilitas sig. = 0.000. karena nilai sig < 0.05, maka keputusannya adalah h0 ditolak dan sebab itu, pengujian secara individual dapat dilanjutkan. hipotesis statistik secara individu: tabel 3 koefisien struktur 1 7.781 2.071 3.756 .001 -6.74e-02 .107 -.071 -.632 .531 .109 .197 .140 .553 .583 .379 .174 .546 2.182 .035 (constant) tot_c tot_a tot_b model 1 b std. error unstandardized coefficients beta standardi zed coefficien ts t sig. dependent variable: tot_da. struktur -1: h0 : entertainment tidak berkontribusi secara signifikan terhadap advertising value ha : entertainment berkontribusi secara signifikan terhadap advertising value terlihat bahwa pada tabel kolom signifikan pada tabel 3 di atas coefficients model 1 diperoleh nilai sig. 0.531 dan ini lebih besar dari 0,05 maka dapat disimpulkan bahwa ho diterima dan ha ditolak artinya koefisien analisis jalur adalah tidak signifikan. jadi entertainment tidak berkontribusi secara signifikan terhadap advertising value. h0 : informativeness tidak berkontribusi secara signifikan terhadap advertising value ha : informativeness berkontribusi secara signifikan terhadap advertising value terlihat bahwa pada tabel kolom signifikan pada tabel 3 di atas coefficients model 1 diperoleh nilai sig. 0.583 dan ini lebih besar dari 0,05 maka dapat disimpulkan bahwa h0 diterima dan ha ditolak artinya koefisien analisis jalur adalah tidak signifikan. jadi informativeness tidak berkontribusi secara signifikan terhadap advertising value. h0 : irrtitation tidak berkontribusi secara signifikan terhadap advertising value ha : irrtitation berkontribusi secara signifikan terhadap advertising value 186 journal the winners, vol. 11 no. 2, september 2010: 179-187 terlihat bahwa pada tabel kolom signifikan pada tabel anova di atas coefficients model 1 doperoleh nilai sig. 0.035 dan ini lebih kecil dari 0,05 maka dapat disimpulkan bahwa h0 ditolak dan ha diterima artinya koefisien analisis jalur adalah berpengaruh secara signifikan. jadi informativeness berkontribusi secara signifikan terhadap advertising value. tabel 4 koefisien struktur 2 3.427 2.096 1.635 .109 .222 .174 .205 1.278 .208 .181 5.523 .347 .161 .358 2.154 .037 .169 5.922 -.263 .094 -.199 -2.787 .008 .910 1.099 .470 .133 .337 3.543 .001 .515 1.940 (constant) entertainmen informativene irritation adv.value model 1 b std. error unstandardized coefficients beta standardi zed coefficien ts t sig. tolerance vif collinearity statistics dependent variable: attitudea. h0 : entertainment tidak berkontribusi secara signifikan terhadap attitude toward web adv ha : entertainment berkontribusi secara signifikan terhadap attitude toward web advertising value terlihat bahwa pada tabel kolom signifikan pada tabel 4 coefficients model 1 diperoleh nilai sig. 0.208 dan ini lebih besar dari 0,05 maka dapat disimpulkan bahwa h0 diterima dan ha ditolak. dapat disimpulkan bahwa entertainment tidak berkontribusi secara signifikan terhadap attitude toward web advertising. h0 : informativeness tidak berkontribusi secara signifikan terhadap attitude toward web advertising ha : informativeness berkontribusi secara signifikan terhadap attitude toward web advertising terlihat bahwa pada tabel kolom signifikan pada tabel anova di atas coefficients model 1 doperoleh nilai sig. 0.037 dan ini lebih kecil dari 0,05 maka dapat disimpulkan bahwa h0 ditolak dan ha diterima. dapat disimpulkan bahwa informativeness berkontribusi secara signifikan terhadap attitude toward web advertising. h0 : irritation tidak berkontribusi secara signifikan terhadap attitude toward web advertising ha : irritation berkontribusi secara signifikan terhadap attitude toward web advertising terlihat bahwa pada tabel kolom signifikan pada tabel anova di atas coefficients model 1 doperoleh nilai sig. 0.008 dan ini lebih kecil dari 0,05 maka dapat disimpulkan bahwa h0 ditolak dan ha diterima. dapat disimpulkan bahwa irritation berkontribusi secara signifikan terhadap attitude toward web advertising. h0 : advertising values tidak berkontribusi secara signifikan terhadap attitude toward web advertising ha : advertising values berkontribusi secara signifikan terhadap attitude toward web advertising terlihat bahwa pada tabel kolom signifikan pada tabel anova di atas coefficients model 1 doperoleh nilai sig. 0.001 dan ini lebih kecil dari 0,05 maka dapat disimpulkan bahwa h0 ditolak dan ha diterima. dapat disimpulkan bahwa advertising values berkontribusi secara signifikan terhadap attitude toward web advertising. pengaruh entertainment,..... (edy supriyadi; lies putriana) 187 simpulan terkait dengan hipotesis pertama berbunyi “entertainment, informativeness dan irritation berkontribusi secara simultan dan signifikan terhadap advertising value” ditemukan bahwa tidak semua variabel yang diterima, karena berdasarkan pengujian koefisien jalur sub struktur-1 hanya koefisien jalur irritation yang signifikan terhadap advertising value, sedangkan variable entertainment dan informativeness secara statistik tidak signifikan. dengan demikian hasil temuan analisis ini memberikan informasi, bahwa irritation memberikan kontribusi secara signifikan terhadap advertising value. besarnya kontribusi informativeness tersebut terhadap advertising value sebesar 0.5462 x 100% = 29%, dan sisanya 71% merupakan kontribusi dari variabel lain. terkait hipotesis yang berbunyi “entertainment, informativeness, irritation, dan advertising value berkontribusi secara simultan dan signifikan terhadap attitude toward web advertising” ditemukan bahwa tidak semua variabel yang diterima, karena berdasarkan pengujian koefisien jalur sub struktur-2 hanya koefisien jalur informativeness, irritation, dan advertising value yang signifikan terhadap attitude toward web advertising, sedangkan variabel entertainment secara statistik tidak signifikan. dengan demikian hasil temuan analisis ini memberikan informasi bahwa variabel informativeness, irritation, dan advertising value memberikan kontribusi secara signifikan terhadap advertising value. besarnya kontribusi informativeness terhadap attitude towards web advertising sebesar 0.3582x100% = 12.81%, besarnya kontribusi irritation terhadap attitude towards web advertising sebesar -0.1992x100% = -3.9%, dan besarnya kontribusi advertising value terhadap attitude towards web advertising sebesar 0.3372x100% = 11.35%. saran untuk penelitian berikutnya adalah memperbanyak jumlah sampel agar hasil lebih akurat, melihat kembali factor yang dominan pada indikator-indikator masing-masing variabel yang mempengaruhi advertising value dan attitude towards web advertising, dan juga membandingkan antar karakteristik responden untuk melihat pada kelompok yang mana dapat menunjang teori periklanan di web site. daftar pustaka belch, e george & belch, michael e.introducing to advertising & promotion: an integrated marketing communications perspective (3rd ed.). chicago: irwin, 1995. p. 202-205 ducoffe, rh (1996). advertising value and advertising on the web. j. advertising res. 36(5): 21-35. heise, d. r. (1969). problems in path analysis and causal influence in e. f. borgatta (ed.), sociological methodology (pp. 38-73). san francisco: jossey bass. kinnear, t. c., & taylor, j. r. (1996). marketing research an applied approach 5th edition. mcgraw-hill. schiffman, l. g., dan kanuk, l.l. (2000), consumer behavior, 7th ed., prentice hall: international shimp, t, a, (2000) advertising promotion: supplemental aspects of integrated marketing communications (5th ed.). florida: the dryden press. microsoft word 05_ masruroh_setting.docx strategi promosi, diferensiasi .....(masruroh; winda suryadi) 141  strategi promosi, diferensiasi dan keputusan pembelian pada kepuasan pelanggan masruroh1; winda suryadi2 1,2 jurusan manajemen, fakultas ekonomi, universitas jayabaya, jln. raya bogor km.28, cimanggis, jakarta timur masruroh2000@yahoo.com abstract today every goods and services industry always tries to develop their comparative and competitive ability. therefore the company no longer only think of profits but start to pay attention to other potential sectors that is able to sustain or increase revenue hence the customers interests becomes a major concern. the case study in this research is promotion and differentiation strategy, on customer of pt indomobil trada national nissan kelapa gading. the purpose of this study is to analyze the influence of the promotion and differentiation strategies of buying decision and its impact on customer satisfaction. the method used in this study is path analysis. this research produces the structural equation y = 0.375 x1 + 0.560 x2 + 0.42 ε1 where r 2 = 82.1% and z = 0.381 x1 + 0.524 y + 0.48 ε2 where r 2 = 76.4%. promotion and differentiation strategies is effective in providing a positive influence towards buying decision, as well as promotion strategy and buying decision which has positive influence towards customer satisfaction, but differentiation does not significantly influence customer satisfaction, so we recommend pt indomobil national trada nissan kelapa gading further enhance the existing promotion strategy to enhance influence in inducing customer satisfaction. keywords: promotion strategy, differentiation, buying decision, customer satisfaction abstrak dewasa ini, setiap industri barang maupun jasa selalu berusaha untuk mengembangkan kemampuan komparatif dan kompetitifnya. oleh karena itu, perusahaan tidak lagi hanya memikirkan keuntungan semata, tetapi mulai memperhatikan sektor potensial lainnya yang dapat mempertahankan atau meningkatkan pendapatan sehingga kepentingan pelanggan pun menjadi perhatian utama. studi kasus dalam penelitian ini adalah strategi promosi dan diferensiasi, dengan studi kasus pada pelanggan pt indomobil trada nasional – nissan kelapa gading. tujuan penelitian ini adalah menganalisis pengaruh dari strategi promosi dan diferensiasi terhadap keputusan pembelian dan dampaknya terhadap kepuasan pelanggan. metode yang digunakan dalam penelitian ini adalah path analysis. penelitian ini menghasilkan persamaan struktural y = 0,375 x1 + 0,560 x2 + 0,42 ε1, di mana r 2 = 82,1% dan z = 0,381 x1 + 0,524 y + 0,48 ε2, di mana r 2 = 76,4%. strategi promosi dan diferensiasi efektif dalam memberikan pengaruh positif bagi keputusan pembelian, begitu pula dengan strategi promosi dan keputusan pembelian yang berpengaruh positif tehadap kepuasan pelanggan, tetapi diferensiasi tidak berpengaruh signifikan terhadap pembentukan kepuasan pelanggan sehingga sebaiknya pt indomobil trada nasional – nissan kelapa gading lebih meningkatkan lagi strategi promosi yang ada agar terciptanya pengaruh yang besar bagi kepuasan pelanggan. kata kunci: strategi promosi, diferensiasi, keputusan pembelian, kepuasan pelanggan 142 journal the winners, vol. 11 no. 2, september 2010: 141-150  pendahuluan persaingan semakin ketat sebagai suatu tantangan serta motivasi untuk mencapai target yang direncanakan. pada dasarnya, keberhasilan suatu perusahaan didalam memproduksi dan memasarkan produknya, sangat ditentukan oleh ketepatan strategi yang dipakai oleh perusahaan adalah penerapan kebijakan diferensiasi yang merupakan suatu usaha pembedaan yang bersifat khusus terhadap berbagai produk yang dihasilkan dan ditawarkan. salah satu perusahaan yang melakukan diferensiasi dan menggunakan beberapa strategi promosi untuk mempublikasikan produknya adalah pt indomobil trada nasional, khususnya dalam produk mobil nissan. dalam beberapa bulan terakhir ini, nissan gencar melakukan promosi, terutama pada produk livina, grand livina, livina x-gear, dan x-trail. pada beberapa atpm nissan mengalami kenaikan. di tahun 2009, penjualan nissan mencapai angka 21.500 unit, sedangkan di bulan januari 2010 saja nissan sudah mencapai angka penjualan 2.600 unit. peningkatan angka penjualan ini selain karena kegiatan promosi yang dilakukan secara baik, juga tidak terlepas dari beberapa mobil facelift. hasil modifikasi autech yang diluncurkan nmi (nissan motor indonesia) beberapa waktu lalu seperti nissan x-trail autech dan nissan serena autech. oleh karena itu, penulis tertarik untuk melakukan penelitian dalam bidang pemasaran dan diferensiasi produk. berdasarkan latar belakang masalah yang telah dikemukakan di atas, dapat diambil suatu perumusan masalah sebagai berikut (1) apakah terdapat pengaruh yang signifikan antara strategi promosi terhadap keputusan pembelian di pt indomobil trada nasional – nissan kelapa gading?, (2) apakah terdapat pengaruh yang signifikan antara diferensiasi terhadap keputusan pembelian di pt indomobil trada nasional – nissan kelapa gading?, (3) apakah terdapat pengaruh yang signifikan antara keputusan pembelian terhadap kepuasan pelanggan di pt indomobil trada nasional – nissan kelapa gading?, (3) apakah terdapat pengaruh yang signifikan antara strategi promosi dan diferensiasi terhadap keputusan pembelian di pt indomobil trada nasional – nissan kelapa gading?, dan (4) apakah terdapat pengaruh yang signifikan antara strategi promosi dan diferensiasi terhadap keputusan pembelian serta dampaknya pada kepuasan pelanggan di pt indomobil trada nasional – nissan kelapa gading?. adapun tujuan penelitian adalah untuk mengetahui apakah terdapat pengaruh yang signifikan antara strategi promosi, diferensiasi terhadap keputusan pembelian di pt indomobil trada nasional – nissan kelapa gading. selain itu, untuk mengetahui apakah terdapat pengaruh yang signifikan antara keputusan pembelian terhadap kepuasan pelanggan di pt indomobil trada nasional – nissan kelapa gading. menurut tjiptono (2008:233), strategi promosi berkaitan dengan masalah-masalah perencanaan, pelaksanaan, dan pengendalian komunikasi persuasif dengan pelanggan. strategi promosi ini biasanya untuk menentukan proporsi personal selling, iklan dan promosi penjualan. seperti halnya cravens (1991), mendefinisikan promosi sebagai inti dari kegiatan promosi, yaitu kegiatan komunikasi pemasaran yang berusaha untuk menyebarkan informasi, mempengaruhi, mengingatkan pasar sasaran agar bersedia menerima, membeli dan loyal pada produk yang ditawarkan oleh perusahaan yang bersangkutan. secara umum, bentuk-bentuk promosi memilki fungsi yang sama, tetapi bentuk-bentuk tersebut dapat dibedakan berdasarkan tugas-tugas khususnya. secara umum, bentuk-bentuk promosi memilki fungsi yang sama, tetapi bentuk-bentuk tersebut dapat dibedakan berdasarkan tugas-tugas khususnya. beberapa tugas khusus itu atau sering disebut bauran promosi (promotion mix, promotion brand, communication mix) adalah advertising/periklanan, personal selling, promosi penjualan, publisitas, dan direct marketing. menurut kertajaya (2004:12), diferensiasi adalah semua upaya untuk membedakan diri dengan pesaing lain, baik dari sisi konten, konteks, maupun infrastruktur. diferensiasi harus merupakan keunggulan strategi promosi, diferensiasi .....(masruroh; winda suryadi) 143  dibandingkan dengan pesaing. agar diferensiasi itu kokoh, harus ada inovasi. inovasi bisa macammacam, bisa inovasi produk dan layanan, inovasi strategi atau barangkali inovasi model bisnis. menurut kotler (2005:347), arti diferensiasi lebih dari sekedar penetapan posisi yang mengikat perbedaan-perbedaan rumit yang mewarnai produk itu sendiri. diferensiasi didefinisikan sebagai proses menambahkan serangkaian perbedaan yang penting dan bernilai, guna membedakan tawaran perusahaan itu dari tawaran pesaing. hingga batas-batas tertentu, semua produk dapat didiferensiasikan, tetapi tidak semua perbedaan merek itu bermakna. perbedaan itu akan lebih kuat sejauh perbedaan memenuhi kriteria berikut (1) penting, perbedaan tersebut memberikan manfaat yang sangat bernilai bagi cukup banyak pembeli; (2) khas, perbedaan tersebut diberikan melalui cara yang khas; (3) unggul, perbedaan yang unggul dibandingkan cara lain untuk memperoleh manfaat dari produk; (4) sulit dimasuki, tidak mudah untuk ditiru oleh pesaing; (5) harga terjangkau, pembeli mampu membayar perbedaan itu; dan (6) menghasilkan laba, anggapan bahwa tindakan memperkenalkan perbedaan itu akan mampu menghasilkan laba. berikut adalah elemen-elemen diferensiasi menurut kotler (2005:350), di antaranya adalah (1) diferensiasi produk bentuk, keistimewaan, kinerja, kesesuaian harga, daya tahan, keandalan, mudah diperbaiki, gaya, desain; (2) diferensiasi pelayanan kemudahan pemesanan, pengiriman, pemasangan, pelatihan pelanggan, konsultasi pelanggan, pemeliharaan dan perbaikan keramahan; (3) diferensiasi personil kemampuan, kesopanan, dapat dipercaya, dapat diandalkan, cepat tanggap, komunikasi; (4) diferensiasi saluran cakupan, keahlian, kinerja; (5) diferensiasi citra lambang, media, atmosfir, peristiwa. menurut schiffman dan kanuk dalam sumarwan (2003), keputusan adalah seleksi terhadap dua pilihan atau lebih. dengan perkataan lain, pilihan alternatif harus tersedia bagi seseorang ketika pengambilan keputusan. setiap konsumen melakukan berbagai macam keputusan tentang pencarian, pembelian, pengguanan beragam produk dan merek pada setiap periode tertentu.schiffman dan kanuk (dalam sumarwan, 2003:289), mendefinisikan suatu keputusan adalah sebagai pemilihan suatu tindakan dari 2 atau lebih pilihan alternatif. jika konsumen tidak memiliki pilihan alternative, maka itu bukan situasi pengambilan keputusan. menurut walker (dalam ali hasan, 2008:56), kepuasan pelanggan merupakan perbandingan antara produk yang dirasakan dengan yang diprediksi sebelum produk dibeli atau dikonsumsi. jika yang dirasakan konsumen melebihi dugaannya, maka konsumen akan merasa puas. sebaliknya jika yang dirasakan lebih rendah dari harapannya, maka konsumen akan merasa tidak puas. ada beberapa elemen kepuasan pelanggan menurut tjiptono (2007:354), yaitu (1) kualitas produk dan jasa. perusahaan yang ingin menerapkan program kepuasan pelanggan harus memiliki produk berkualitas dan layanan yang baik; (2) program promosi loyalitas. program ini memberikan semacam penghargaan khusus (seperti diskon, bonus, voucher, dan hadiah yang berkaitan dengan frekuensi pembelian pelanggan); (3) sistem penanganan keluhan. perusahaan harus memastikan bahwa barang atau jasa yang dihasilkan benar-benar berfungsi sebagaimana mestinya sejak awal; (4) garansi. strategy unconditional guarantees menurut hart (1998, dalam tjiptono, 2007:356) mengungkapkan bahwa garansi dibutuhkan untuk mendukung keberhasilan program kepuasan pelanggan; (5) harga. bagi pelanggan yang sensitif, biasanya harga yang murah adalah sumber kepuasan yang penting karena mereka akan mendapatkan nilai yang tinggi. namun, pelanggan yang tidak sensitif terhadap harga, akan melihat hasil jasa yang disampaikan perusahaan tersebut sesuai dengan harga yang mereka bayar; (6) kemudahan, tingkat kemudahan pelanggan dalam mengoperasikan dan mendapatkan produk perusahaan yang ditawarkan; (7) harapan, perbandingan antara harapan pelanggan dengan kinerja yang ada; dan (8) minat pembelian ulang. tempat yang peneliti tentukan adalah dealer nissan kelapa gading, jl. boulevard barat raya blok xc 8 no. 1-2, kelapa gading, jakarta utara dan di pusat perbelanjaan ataupun di mall-mall tempat nissan mengadakan pameran. objek yang diambil dari penelitian ini adalah pelanggan dealer 144 nissan k penelitia peneliti m menggun (2007:13 di mana n = juml n = jum d2 = pres b jumlah p sehingga adalah se n = 19 j sementa banyak m dengan m data yan uji norm validitas yang lay yaitu pen struktur. analisi dan di kelapa gad an ini mulai d menetapkan nakan tekni 31), dengan r a: lah sampel mlah populasi sisi (ditetapk berdasarkan populasi di a dengan me ebagai beriku 19368__ 9368. (0.1)² + jumlah min ara teknik sa metode anal melakukan u ng akan dian malitas, uji va sebelum dil s, analisis re yak untuk dil ngujian yang kedua struk is pengaru iferensiasi mode 1 a. b. ding dan pe dilakukan pa dari populas ik pengamb rumus sebag i kan 10% den n data jumlah pt indomo nggunakan r ut: ____= ___19 + 1 19368.( nimal respon ampel yang isis yang dig uji validitas alisis lebih l aliditas, uji re h lakukan ana liabilitas, an lakukan anali g dilakukan ktur tersebut d uh secara (x2) terh regression residual total el predictors: (co dependent var journ engunjung p ada bulan me si pelanggan bilan sampe ai berikut: gan tingkat k h pembelian obil trada n rumus yang a 9368___ = __ (0.01) + 1 nden yang d digunakan gunakan. an dan reliabili lanjut untuk eliabilitas, ko hasil da alisis jalur, t nalisis norma isis jalur.lan secara indiv dipecah juga simultan hadap kep tabel sumber: ha 23,674 5,151 28,825 n sum of squares nstant), diferens riable: kptsn_pem nal the winn usat perbela ei tahun 2010 n nissan, yan l menurut kepercayaan dan service nasional – n ada diperoleh _19368__ = 194.68 diambil ada adalah prob nalisis diawa itas. kemud menjawab tu olerasi, regre an pemb telah dilakuk alitas, dan an ngkah-langka idu dan peng a menjadi sub antara st putusan pe l 1 anova sub asil pengolaha anovab 2 97 99 df m siasi, promosi mbelian ners, vol. 11 anjaan ataup 0. dalam me nd didapat d taro yama 90%) yang berhas nissan kela h jumlah sam = 99,48 = 100 alah 99, dib bability samp ali pada instr dian, dari has ujuan-tujuan esi, kemudian bahasan kan beberap nalisis korel ah pengujian gujian yang b-struktur 1 d trategi pro embelian ( b-struktur 1 an data, 2010 11,837 ,053 ean square no. 2, septe pun mall m enetapkan jum ari data seku ane, yang d sil dikumpulk apa gading mpel minima 0 responden bulatkan me pling. dalam rumen peneli sil kuesioner n penelitian, n dilakukan a n pa analisis la lasi.setelah i n analisis jalu dilakukan ke dan sub-struk omosi (x1 (y) 222,917 f s ember 2010: mall tempat mlah anggota under perusa dikutip oleh kan selama adalah 1936 al untuk pene njadi 100 r m penelitian itian, yaitu k r tersebut di yaitu dengan analisis jalur ainnya yaitu itu didapat h ur dibagi me eseluruhan u ktur 2. ) ,000a sig. : 141-150  pameran. a sampel, ahaan dan h hamdi 16 bulan, 68 orang elitian ini resonden. n ini, ada kuesioner idapatkan n analisis r. u analisis hasil data njadi dua untuk dua strategi promosi, diferensiasi .....(masruroh; winda suryadi) 145  tabel 2 model summary sub-struktur 1 sumber: hasil pengolahan data, 2010 hipotesis: ho : variabel strategi promosi (x1) dan diferensiasi (x2) tidak berpengaruh secara simultan dan signifikan terhadap variabel keputusan pembelian (y). ha : variabel strategi promosi (x1) dan diferensiasi (x2) berpengaruh secara simultan dan signifikan terhadap variabel keputusan pembelian (y). dasar pengambilan keputusan: jika sig ≥ 0,05, maka ho diterima dan ha ditolak; jika sig ≤ 0,05, maka ho ditolak dan ha diterima. dari hasil uji signifikansi pada tabel 1, diperoleh nilai sig. sebesar 0.000. jika dibandingkan dengan α= 0.05, maka nilai sig lebih kecil dari α(sig ≤ α), yaitu 0.000 ≤ 0.05 yang artinya ho ditolak dan ha diterima. dapat ditarik kesimpulan bahwa strategi promosi (x1)dan diferensiasi (x2) berpengaruh secara simultan dan signifikan terhadap variabel keputusan pembelian (y) oleh sebab itu, maka pengujian secara individual dapat dilakukan. besarnya pengaruh dari variabel strategi promosi (x1) dan diferensiasi (x2) terhadap variabel keputusan pembelian (y) dapat diketahui dengan melihat r2 pada table 3.2, bahwa r2 = 0.821 = 82,1%. dan besarnya pengaruh variabel lain yang mempengaruhi nilai y diluar penelitian ini adalah sebesar 100% 82,1% = 17,9%. sementara itu besarnya koefisien jalur bagi variabel lain diluar penelitian yang mempengaruhi, dapat dihitung melalui rumus sebagai berikut: r2zxy = 0.821 ρyε1 = √ 1 – r2 yx = √ 1 – 0.821 = 0.42 berdasarkan hasil analisis pengujian jalur sub-struktur 2, pada tabel hasil koefisien jalur substruktur 2 membuktikan bahwa ada koefisien jalur yang tidak signifikan yaitu diferensiasi (x2), maka model sub-struktur 2 perlu diperbaiki melalui metode trimming, yaitu mengeluarkan variabel diferensiasi (x2) yang koefisien jalurnya tidak signifikan berdasarkan hasil analisis. kemudian, dilakukan pengujian ulang lagi, di mana variabel diferensiasi (x2) tidak diikutsertakan lagi. hasil perhitungannya adalah sebagai berikut: tabel 3 anova trimming sub-struktur 2 sumber: hasil pengolahan data, 2010 model summary ,906a ,821 ,818 ,23044 model 1 r r square adjusted r square std. error of the estimate predictors: (constant), diferensiasi, promosia. anovab 25,285 2 12,642 157,059 ,000a 7,808 97 ,080 33,092 99 regression residual total model 1 sum of squares df mean square f sig. predictors: (constant), kptsn_pembelian, promosia. dependent variable: kepuasanb. 146 journal the winners, vol. 11 no. 2, september 2010: 141-150  tabel 4 model summary trimming sub-struktur 2 sumber: hasil pengolahan data, 2010 tabel 5 coefficients trimming sub-struktur 2 sumber: hasil pengolahan data, 2010 berdasarkan hasil trimming pada tabel di atas, terlihat bahwa seluruh nilai sig dari strategi promosi (x1) dan keputusan pembelian (y) lebih kecil daripada nilai α(0.05). hal itu berarti bahwa variabel-variabel tersebut semuanya berpengaruh dan berkontribusi secara signifikan terhadap variable kepuasan pelanggan(z). besarnya pengaruh dari variabel strategi promosi (x1) dan keputusan pembelian (y) terhadap variabel kepuasan pelanggan (z) dapat diketahui dengan melihat r2 pada tabel di bawah bahwa r2 = 0.764 = 76,4%. besarnya pengaruh variabel lain yang mempengaruhi nilai z di luar penelitian ini adalah sebesar 100% 76,4% = 23,6%. sementara itu, besarnya koefisien jalur bagi variabel lain di luar penelitian yang mempengaruhi, dapat dihitung melalui rumus sebagai berikut: r2zxy = 0.764 ρyε1 = √ 1 – r2 yx = √ 1 – 0.764 = 0.48 tabel 6 hasil koefisien jalur trimming sub-struktur 2 pengaruh antar variabel koefisien jalur (beta) sig hasil pengujian koefisien determinasi koefisien jalur bagi variabel lain (ρyε1) x1 terhadap z 0,381 0,000 ha diterima 0,764 = 76,4% 0,48 y terhadap z 0,524 0,000 ha diterima sumber: hasil pengolahan data, 2010 dari hasil tersebut, didapat persamaan dan model sub-struktur 2 yang mengalami perubahan setelah dilakukan trimming, yaitu sebagai berikut: model summary ,874a ,764 ,759 ,28371 model 1 r r square adjusted r square std. error of the estimate predictors: (constant), kptsn_pembelian, promosia. coefficientsa -,156 ,192 -,812 ,419 ,487 ,126 ,381 3,879 ,000 ,561 ,105 ,524 5,339 ,000 (constant) promosi kptsn_pembelian model 1 b std. error unstandardized coefficients beta standardized coefficients t sig. dependent variable: kepuasana. strategi promosi, diferensiasi .....(masruroh; winda suryadi) 147  z = ρzx1x1 + ρzyy + ρzε2 z = 0,381 x1 + 0,524 y + 0,48 ε2 r2 = 0,764 dengan demikian, didapat diagram jalur sub-struktur 2, namun disajikan dengan nilai koefisien jalur yang telah didapat melalui analisis data sehingga model sub-struktur 2 menjadi: gambar 1 sub-struktur 2 trimming dengan koefisien jalur sumber: hasil pengolahan data, 2010 jadi, keseluruhan pengaruh kausal variabel strategi promosi (x1) dan diferensiasi (x2) terhadap keputusan pembelian (y) dan dampaknya terhadap kepuasan pelanggan (z) dapat digambarkan dalam model struktur lengkap sebagai berikut: gambar 2 struktur analisis jalur (path) lengkap dengan koefisien jalur sumber: hasil pengolahan data, 2010 kemudian, seluruh koefisien jalur dari hubungan kausal dapat diketahui pengaruh kausal langsung (pkl), pengaruh kausal tidak langsung (pktl) serta pengaruh kausal total (pkt) dari tiap-tiap variabel. hasilnya dirangkum dalam tabel berikut ini:  x1    y   x2    z  0,560  0,375  0,381 0,42 0,48 0,524 x1  x2    y    z  0,48 0,381 0,524 148 journal the winners, vol. 11 no. 2, september 2010: 141-150  tabel 7 rangkuman dekomposisi koefisien jalur pengaruh variabel pengaruh kausal langsung tidak langsung melalui variabel y total x1 terhadap y 0,375 0,375 x2 terhadap y 0,560 0,560 x1 terhadap z 0,381 0,375 x 0,524 = 0,1965 0,5775 y terhadap z 0,524 0,524 ε1 0,42 0,42 ε2 0,48 0,48 sumber: hasil pengolahan data, 2010 berdasarkan tabel di atas, dapat ditarik kesimpulan sehingga memberikan informasi secara objektif sebagai berikut. pertama, hipotesis pertama yang berbunyi “strategi promosi (x1) dan diferensiasi (x2) berkontribusi secara signifikan terhadap keputusan pembelian (y) pt indomobil trada nasional – nissan kelapa gading”. karena baik diuji secara keseluruhan ataupun secara individu, hasilnya menyatakan signifikan. kedua, hipotesis kedua yang berbunyi “strategi promosi (x1), diferensiasi (x2), dan keputusan pembelian (y) berkontribusi secara signifikan terhadap kepuasan pelanggan (z) pt indomobil trada nasional – nissan kelapa gading”. secara keseluruhan menyatakan signifikan, tetapi secara individu tidak semua variabel diterima karena berdasarkan pengujian jalur sub-struktur 2 koefisien jalur x1 terhadap z (strategi promosi terhadap kepuasan pelanggan) signifikan, sedangkan koefisien jalur x2 terhadap z (diferensiasi terhadap kepuasan pelanggan) tidak signifikan, dan koefisien jalur y terhadap z (keputusan pembelian terhadap kepuasan pelanggan) adalah signifikan. ketiga, beberapa pengaruh langsung dan tidak langsung (melalui variabel y) dan pengaruh total diuraikan sebagai berikut: pengaruh langsung variabel x1 terhadap y = 0,375 = pengaruh total pengaruh langsung variabel x2 terhadap y = 0,560 = pengaruh total pengaruh langsung variabel x1 terhadap z = 0,381 = pengaruh total pengaruh tidak langsung variabel x1 terhadap z melalui y = 0,1965 pengaruh total x1 terhadap z = 0,5775 pengaruh langsung variabel y terhadap z = 0,524 = pengaruh total implikasi hasil penelitian ini diuraikan setelah semua data telah dikumpulkan dan dianalisis lalu diketahui hasil analisisnya. berikut adalah implikasi hasil penelitian. temuan penelitian menunjukkan bahwa strategi promosi (x1) memiliki pengaruh yang signifikan dan positif terhadap keputusan pembelian (y) pelanggan nissan sebesar 0,375. ini menunjukkan bahwa strategi promosi yang dibuat oleh nissan dapat meningkatkan keputusan pembelian dari pelanggan nissan. oleh karena itu, nissan harus terus menciptakan strategi-strategi promosi yang lebih efektif dan kreatif agar dapat terus mempengaruhi konsumen untuk membeli produk nissan. temuan penelitian menunjukkan bahwa strategi promosi (x1) memiliki pengaruh yang signifikan dan positif terhadap kepuasan pelanggan (z) sebesar 0,381. hal ini menerangkan bahwa komunikasi pemasaran yang dilakukan melalui strategi promosi membuat pelanggan merasa puas atas penyampaian produk nissan. oleh karena itu, perusahaan harus terus meningkatkan strategi-strategi promosi yang efektif agar terus mampu menciptakan perasaan puas pada pelanggan. temuan penelitian menunjukkan bahwa diferensiasi (x2) memiliki pengaruh yang positif dan signifikan strategi promosi, diferensiasi .....(masruroh; winda suryadi) 149  terhadap keputusan pembelian (y) produk nissan sebesar 0,560. ini menunjukkan keunikan-keunikan yang ada pada nissan dapat lebih mempengaruhi keputusan pembelian pada pelanggan nissan sehingga perusahaan harus tetap mempertahankan dan berupaya mencari berbagai keunikan lain yang lebih inovatif dari nissan. hal ini akan menjadi ciri khas dari produk nissan, di antaranya adalah keunikan desain, bentuk dan model serta performa mesin. berdasarkan penelitian yang telah dilakukan, menunjukkan bahwa keputusan pembelian (y) pelanggan nissan berpengaruh secara signifikan dan positif terhadap kepuasan pelanggan (z) sebesar 0,524 sehingga pt indomobil trada nasional – nissan kelapa gading harus mempertahankan, memperhatikan, dan mempertimbangkan setiap tahapan keputusan pembelian yang dilakukan konsumen, agar dapat mempengaruhi tahapan keputusan tersebut sesuai dengan apa yang dibutuhkan oleh pelanggan sehingga hal ini akan membuat pelanggan merasa puas. simpulan berdasarkan hasil penelitian dan pembahasan, dapat ditarik kesimpulan sebagai berikut. pertama, strategi promosi (x1) memberikan pengaruh yang positif dan signifikan terhadap keputusan pembelian (y). kedua, diferensiasi (x2) memberikan pengaruh yang signifikan dan positif terhadap keputusan pembelian (y). ketiga, keputusan pembelian (y) memberikan pengaruh yang signifikan dan positif terhadap kepuasan pelanggan (z). keempat, strategi promosi (x1) dan diferensiasi (x2) secara bersama-sama maupun individu memberikan pengaruh yang signifikan dan positif terhadap keputusan pembelian (y). kelima, strategi promosi (x1) dan diferensiasi (x2) berpengaruh terhadap keputusan pembelian (y) serta berdampak kepada kepuasan pelanggan (z). tetapi, secara individu, variabel diferensiasi (x2) tidak berpengaruh secara signifikan terhadap kepuasan pelanggan (z). adapun saran-saran yang diberikan peneliti berkenaan dengan hasil penelitian adalah sebagai berikut. pertama, hendaknya kegiatan promosi tetap dipertahankan dan berusaha meningkatkan keefektifan strategi promosi (x1) sehingga antara tujuan dan biaya promosi menjadi optimal. kedua, menambahkan keunikan produk yang dapat membedakan antara produk nissan dengan produk pesaing yang sejenis, misalnya jika nissan yakin bahwa kualitas mesinnya handal maka seharusnya memberikan garansi yang berbeda dengan produk mobil lainnya misalkan jika standar garansi adalah 100.000 km atau 2 tahun maka nissan seharusnya lebih dari standar yang ada, misalnya 150.000 km atau 3 tahun. ketiga, sebaiknya selalu merancang suatu program promosi baru yang tidak sekedar untuk meningkatkan keputusan pembelian (y), tetapi juga dapat meningkatkan kepuasan pelanggan (z). keempat, disarankan untuk menganalisa dan mengembangkan faktor-faktor lain yang dapat mempengaruhi keputusan pembelian dan kepuasan pelanggan. daftar pustaka anonim. (2005). manajemen pemasaran, edisi kesebelas, jilid pertama, jakarta: gramedia pustaka utama. anonim. (2005). manajemen pemasaran, edisi kesebelas, jilid kedua, jakarta: pt indeks. cravens, d.w. (1991). strategic marketing, 3rd ed., usa: richard d. irwin, inc. hamdi. (2007). metode penelitian dan teori komunikasi, malang: umm press. hasan, a. (2008). marketing, yogyakarta: media pressindo. 150 journal the winners, vol. 11 no. 2, september 2010: 141-150  kertajaya, hermawan. (2004). hermawan kertajaya on branding, bandung: mizan media. sumarwan, u. (2004). perilaku konsumen, bogor: ghalia indonesia. tjiptono, f. (2008). strategi pemasaran, edisi ketiga, yogyakarta: andi. microsoft word 02 erric wijaya-edit_setting analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 103 analisis pengaruh hari perdagangan dan nilai tukar terhadap indeks harga saham gabungan (ihsg) di bursa efek indonesia tahun 2009 erric wijaya; fatiah istarini stie indonesia banking school jl. kemang raya no. 35, kebayoran baru, jakarta selatan 12730. akuntansi@ibs.ac.id abstract before making investment decisions, investors need to analyze the pattern of trading days which change daily because of investors’ behavior in stock trading activity that affects the pattern of daily stock price movements. changes in macro variables like exchange rates for instance, also can affect share price. to determine the influence of independent variables (day of the week effect and exchange rate) on the dependent variable (jakarta composite index (jci)), a research is conducted using multiple linear regression analysis. the initial test uses a test of normality and is resumed by testing multiple linear regression analysis and classical assumption. the hypothesis test uses t-statistics and f-statistics with a significance level of 5%. a descriptive statistics implies that there is an effect of trading days on stock prices. however, using backward stepwise linier regression model and multivariate analysis, the result indicates that there is no effect of trading days on stock prices. using multivariate data analysis, it is found that stock prices is influenced by exchange rate. keywords: trading days, exchange rate, jakarta composite index (jci) abstrak sebelum membuat keputusan investasi, investor perlu menganalisis pola hari perdagangan yang berubah setiap harinya karena perilaku investor dalam aktivitas perdagangan saham yang mempengaruhi pola pergerakan harga saham harian. perubahan dalam variabel makro seperti nilai tukar misalnya, juga dapat mempengaruhi harga saham. untuk menentukan pengaruh variabel independen (hari perdagangan dan efek nilai tukar) terhadap variabel dependen (indeks hagra saham gabungan (ihsg) jakarta), dilakukan penelitian menggunakan analisis regresi linier berganda. uji awal menggunakan uji normalitas dilanjutkan dengan pengujian analisis regresi linier berganda dan asumsi klasik. uji hipotesis menggunakan t-statistik dan fstatistik dengan tingkat signifikansi 5%. statistik deskriptif menunjukkan bahwa terdapat pengaruh hari perdagangan terhadap harga saham. namun, model regresi linier bertahap mundur dan analisis multivariate menunjukkan tidak ada pengaruh hari perdagangan terhadap harga saham. berdasarkan analisis data multivariat, ditemukan bahwa harga saham dipengaruhi oleh nilai tukar. kata kunci: hari perdagangan, nilai tukar, jakarta composite index (jci) 104 journal the winners, vol. 12 no. 2, september 2011: 103-120 pendahuluan pasar modal merupakan suatu sarana efektif dalam memperlancar proses pembangunan negara karena dapat membantu penghimpunan dana (modal) yang dibutuhkan dunia usaha untuk ekspansi bisnis maupun investasi baru. pasar modal dipandang menguntungkan bagi perekonomian suatu negara karena menyediakan fasilitas untuk memindahkan dana dari lender (pihak yang memiliki kelebihan dana) ke borrower (pihak yang memerlukan dana). dengan menginvestasikan kelebihan dananya, investor mengharapkan akan memperoleh imbalan (return) dari penyerahan dana tersebut. untuk mengetahui besarnya return yang didapat oleh investor tercermin dari tinggi atau rendahnya harga saham suatu perusahaan. dalam pengambilan keputusan investasi, seorang investor perlu melakukan analisis terhadap pola hari perdagangan yang berubah setiap harinya. perubahan ini disebabkan oleh perubahan perilaku investor dalam melakukan aktivitas perdagangan di bursa sehingga perubahan perilaku investor akan berpengaruh terhadap pola pergerakan harga harian saham. perubahan variabel makro juga menjadi salah satu faktor yang mempengaruhi hal tersebut, salah satunya exchange rate yang dapat mempengaruhi harga saham. dari beberapa penelitian yang dilakukan pada bursa efek amerika dan negara lainnya terdapat ketidakteraturan yang terdeteksi dalam pasar modal karena perbedaan pola pergerakan harga harian saham. ketidakteraturan ini disebut anomali pasar. dalam keadaan anomali, hasil yang timbul di pasar modal tidak sejalan dengan kondisi pasar modal efisien. anomali yang terjadi pada harga saham antara lain pengaruh hari perdagangan dalam satu minggu (day of the week effect). day of the week effect merupakan perbedaan signifikan return saham pada hari tertentu dalam satu minggu dengan pendapatan pada hari-hari perdagangan lainnya. return saham yang diperoleh merupakan cerminan dari harga saham yang dimiliki suatu perusahaan. dalam penelitian ini indeks harga saham gabungan (ihsg) digunakan sebagai instrumen yang dapat menggambarkan harga saham dari seluruh perusahaan yang terdaftar di bursa efek indonesia (bei). dari perbedaan pola hari perdagangan yang berubah setiap harinya dan perubahan variabel makro yang dapat mempengaruhi pergerakan harga saham, maka penelitian mengenai pengaruh hari perdagangan dalam satu minggu (day of the week effect) dan exchange rate terhadap ihsg di bei tahun 2009 dilakukan. penulis merumuskan pokok permasalahan sebagai berikut: (1) apakah hari perdagangan dalam satu minggu (day of the week effect) secara parsial berpengaruh signifikan terhadap ihsg di bei? (2) apakah exchange rate secara parsial berpengaruh signifikan terhadap ihsg di bei? (3) apakah hari perdagangan dalam satu minggu (day of the week effect) dan exchange rate secara simultan berpengaruh signifikan terhadap ihsg di bei? melihat luasnya cakupan pembahasan dalam penelitian ini, penulis melakukan beberapa pembatasan masalah, yaitu: (1) penelitian dilakukan pada indeks harga saham gabungan (ihsg) harian; (2) periode penelitian ini dilakukan satu tahun, yaitu tahun 2009; (3) penelitian ini mengabaikan variabel makro ekonomi lainnya, seperti inflasi, tingkat bunga, gdp dan lain-lain; (4) harga saham yang digunakan adalah harga saham pada saat penutupan hari tersebut; (5) nilai tukar yang digunakan adalah nilai tukar rupiah/us$. berdasarkan pada perumusan masalah yang telah diuraikan di atas, tujuan penelitian ini adalah: (1) untuk mengetahui bagaimana hari perdagangan dalam satu minggu (day of the week effect) secara parsial berpengaruh signifikan terhadap ihsg di bei; (2) untuk mengetahui bagaimana exchange rate secara parsial berpengaruh signifikan terhadap ihsg di bei; (3) untuk mengetahui bagaimana hari perdagangan dalam satu minggu (day of the week effect) dan exchange rate secara simultan berpengaruh signifikan terhadap ihsg di bei. analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 105 landasan teori investasi menurut sunariyah (2006) investasi adalah penanaman modal untuk satu atau lebih aktiva yang dimiliki dan biasanya berjangka waktu lama dengan harapan mendapatkan keuntungan di masamasa yang akan datang. sedangkan menurut mankiw (2000), investasi adalah barang-barang yang dibeli oleh individu dan perusahaan untuk menambah persediaan modal mereka. menurut ebursa.com, investasi merupakan suatu penundaan konsumsi dari masa sekarang untuk masa yang akan datang. husnan (2009) menyatakan bahwa proyek investasi merupakan suatu rencana untuk menginvestasikan sumber-sumber daya, baik proyek raksasa ataupun proyek kecil untuk memperoleh manfaat pada masa yang akan datang. adapun menurut tandelilin (2010), investasi adalah komitmen atas sejumlah dana atau sumber daya lain yang dilakukan saat ini dengan tujuan memperoleh keuntungan di masa datang. investasi secara umum dapat dikategorikan menjadi dua. pertama adalah real investment, yaitu investasi dalam bentuk nyata seperti investasi dalam bentuk properti, investasi komersial, dan lainlain. kedua adalah financial investment, yaitu investasi terhadap produk-produk keuangan seperti investasi dalam bentuk tetap, antara lain deposito, obligasi ataupun dalam bentuk yang tidak tetap seperti investasi saham atau sejenisnya. pasar modal pasar modal menurut husnan (2009) didefinisikan sebagai pasar untuk berbagai instrumen keuangan (sekuritas) jangka panjang yang bisa diperjualbelikan, baik dalam bentuk hutang ataupun modal sendiri, baik yang diterbitkan oleh pemerintah maupun perusahaan swasta. menurut sunariyah (2006), pasar modal adalah suatu pasar (tempat, berupa gedung) yang disiapkan guna memperdagangkan saham-saham, obligasi-obligasi dan jenis surat berharga lainnya dengan memakai jasa para perantara pedagang efek. menurut tandelilin (2010), pasar modal adalah pertemuan antara pihak yang memiliki kelebihan dana dengan pihak yang membutuhkan dana dengan cara memperjualbelikan sekuritas. berdasarkan pengertian yang ada, dapat disimpulkan bahwa pasar modal adalah tempat pertemuan antara penawaran dengan permintaan surat berharga. di tempat inilah para pelaku pasar yaitu individu-individu atau badan usaha yang mempunyai kelebihan dana melakukan investasi dalam surat berharga yang ditawarkan oleh emiten. sebaliknya, di tempat itu juga perusahaan yang membutuhkan dana menawarkan surat berharga dengan cara listing terlebih dahulu pada badan otoritas di pasar modal sebagai emiten. efisiensi pasar modal ada tiga macam. pertama adalah efisiensi pasar bentuk lemah (weak form). pasar dikatakan efisien dalam bentuk jika harga-harga dari sekuritas secara penuh mencerminkan (fully reflect) informasi masa lalu. informasi masa lalu ini merupakan informasi yang sudah terjadi. bentuk efisiensi pasar secara lemah ini berkaitan dengan teori langkah acak (random walk theory) yang menyatakan bahwa data masa lalu tidak berhubungan dengan nilai sekarang. jika pasar efisien secara bentuk lemah, nilai-nilai masa lalu tidak dapat digunakan untuk memprediksi harga sekarang. ini berarti bahwa untuk efisiensi pasar bentuk lemah, investor tidak dapat menggunakan informasi masa lalu untuk mendapatkan keuntungan yang tidak normal (abnormal return) (hartono, 2003). kedua adalah efisiensi pasar bentuk setengah kuat (semi-strong form). pasar dikatakan efisien setengah kuat jika harga-harga sekuritas secara penuh mencerminkan (fully reflect) semua informasi yang dipublikasikan (all publicly available information) termasuk informasi di laporan keuangan perusahaan emiten. informasi yang dipublikasikan dapat berupa informasi yang umumnya berhubungan dengan peristiwa yang terjadi di perusahaan emiten (corporate event), peraturan pemerintah atau regulator yang hanya berdampak pada harga sekuritas perusahaan yang terkena regulasi dan peraturan pemerintah yang berdampak ke semua perusahaan emiten. dalam pasar efisien bentuk setengah kuat tidak ada investor individu ataupun kelompok dari investor dapat 106 journal the winners, vol. 12 no. 2, september 2011: 103-120 menggunakan informasi yang dipublikasikan untuk mendapatkan keuntungan tidak normal (abnormal return) dalam jangka waktu yang lama (hartono, 2003). ketiga adalah efisiensi pasar bentuk kuat (strong form). pasar dikatakan efisien dalam bentuk kuat jika harga-harga sekuritas secara penuh mencerminkan (fully reflect) semua informasi yang tersedia, termasuk informasi yang privat. jika pasar efisien dalam bentuk ini, tidak ada investor individu atau kelompok investor yang dapat memperoleh keuntungan tidak normal (abnormal return) karena mempunyai informasi privat (hartono, 2003). hubungan antara ketiga bentuk pasar modal efisien tersebut dapat digambarkan sebagai berikut (gambar 1): gambar 1. tingkatan kumulatif bentuk pasar efisien (hartono, 2003). saham hartono (2003) mengatakan suatu perusahaan dapat menjual hak kepemilikannya dalam bentuk saham (stock). menurut bursa efek indonesia (2010), saham diartikan sebagai tanda penyertaan modal seseorang atau pihak (badan usaha) dalam suatu perusahaan atau perseroan terbatas. dengan menyertakan modal tersebut, maka pihak tersebut memiliki klaim atas pendapatan perusahaan, klaim atas asset perusahaan dan berhak hadir dalam rapat umum pemegang saham (rups). wujud saham berupa selembar kertas yang menerangkan siapa pemiliknya. akan tetapi, sekarang ini sistem tanpa warkat sudah dilakukan di bursa efek indonesia, dimana bentuk kepemilikan tidak lagi berupa lembaran saham yang diberi nama pemiliknya tetapi sudah berupa account atas nama pemilik atau saham tanpa warkat. jadi penyelesaian transaksi akan semakin cepat dan mudah karena tidak melalui surat, formulir dan prosedur yang berbelit-belit. indeks harga saham merupakan catatan terhadap perubahan-perubahan maupun pergerakan harga saham sejak mulai pertama kali beredar sampai pada suatu saat tertentu (windijarto dan nugroho, 2004). setiap bursa memiliki beberapa macam indeks untuk mengukur pergerakan harga saham tersebut. berbagai penyajian indeks tersebut bersifat spesifik agar investor dapat memanfaatkannya dalam strategi investasi di bursa saham. menurut bursa efek indonesia (2010), indeks harga saham adalah suatu indikator yang menunjukkan pergerakan harga saham. di bursa efek indonesia terdapat sebelas jenis indeks, yaitu: (1) indeks individual, (2) indeks sektoral, (3) indeks harga saham gabungan (composite stock price index), (4) indeks lq45, (5) indeks syariah atau jii (jakarta islamic index), (6) indeks papan utama, (7) indeks kompas 100, (8) indeks papan pengembangan, (9) indeks bisnis-27, (10) indeks pefindo25, (11) indeks sri-kehati. indeks harga saham gabungan (ihsg) merupakan indikator pergerakan harga semua saham yang tercatat di bei, baik saham biasa maupun saham preferens. selain itu, ihsg juga dapat menjadi barometer kesehatan ekonomi suatu negara (windijarto dan nugroho, 2004). angka ihsg dapat memberikan gambaran secara umum tentang perkembangan pasar modal di indonesia dimana kenaikan/penurunan angka indeks harga saham dalam suatu periode merupakan indikasi naik atau turunnya perkembangan pasar modal. ihsg merupakan suatu rangkaian historis mengenai pergerakan analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 107 harga saham gabungan sampai pada tanggal tertentu dan biasanya pergerakan harga saham tersebut disajikan setiap hari berdasarkan harga penutupan bursa pada hari tersebut. anomali pasar menurut jones (2007) anomali pasar adalah suatu teknik atau strategi yang bertentangan dengan pasar efisien. hasil yang ditimbulkan oleh anomali pasar ini sangat berlawanan dengan apa yang dijelaskan oleh efisiensi pasar. suatu anomali dapat disebut sebagai suatu ketidakteraturan yang memang eksis dan telah berlangsung lama di beberapa pasar modal. studi literaturnya menyimpulkan bahwa sampai saat ini belum ada penjelasan yang memuaskan mengapa terjadi anomali pasar di suatu pasar modal negara tertentu tetapi tidak terjadi di pasar modal lainnya (windijarto dan nugroho, 2004). terdapat beberapa anomali pasar yang menarik perhatian: (1) day of the week effect, yaitu perbedaan yang signifikan return saham pada hari tertentu dalam satu minggu dengan pendapatan pada hari-hari perdagangan lainnya (windijarto dan nugroho, 2004). day of the week effect merupakan salah satu bentuk dari anomali seasonality yang banyak terjadi di berbagai pasar modal di dunia (fitriani, 2009). fenomena ini menggambarkan adanya perbedaan imbal hasil saham setiap harinya, yaitu terjadinya kecenderungan menurunnya imbal hasil saham pada hari senin dan tingginya imbal hasil saham yang terjadi pada hari jumat bila dibandingkan dengan hari-hari lainnya. bahkan di beberapa negara, imbal hasil saham pada hari senin menunjukkan presentase yang negatif bila dibandingkan dengan imbal hasil pada hari lainnya. inti dari mempelajari keberadaan day of the week effect adalah diharapkan bahwa investor dapat menemukan waktu yang tepat dalam melakukan jualbeli saham sehingga diharapkan dapat memperoleh abnormal return yang ada di pasar; (2) monthly effect, yaitu suatu gejala rata-rata pendapatan saham pada awal bulan yang diwakili oleh lima hari di awal bulan lebih besar/tinggi bila dibandingkan dengan rata-rata pendapatan saham pada hari perdagangan lainnya. hal ini mungkin disebabkan karena cash flow yang diterima oleh investor di akhir bulan maupun di awal bulan mendorong investor untuk berspekulasi membeli saham berdasarkan informasi yang dimilikinya untuk mendapatkan keuntungan berupa capital gain (windijarto dan nugroho, 2004); (3) january effect – pada efek ini kecenderungan pendapatan saham pada bulan desember mengalami penurunan dan kemudian meningkat pada bulan januari. tingkat keuntungan rata-rata saham pada bulan januari lebih tinggi daripada bulan lainnya. hal ini dapat terjadi karena dua hal. pertama, kesan pajak yaitu para investor merealisasikan kerugian pajak (pajak yang sudah dicatat tapi belum dikeluarkan) bagi tujuan pajak mereka dan menginvestasikan semua ke dalam pasar modal pada tahun berikutnya. kedua, akibat sistem kompensasi dalam industri sekuritas yaitu manager diberi bonus pada akhir tahun dan menginvestasikan jumlah tersebut pada awal tahun berikutnya (windijarto dan nugroho, 2004); (4) holiday effect, yaitu gejala rata-rata pendapatan saham pada sehari sebelum hari libur akan lebih tinggi dibandingkan dengan rata-rata pendapatan saham pada hari perdagangan lainnya (windijarto dan nugroho, 2004). nilai tukar (exchange rate) menurut adiningsih, dkk (1998), nilai tukar atau kurs rupiah adalah harga rupiah terhadap mata uang negara lain. jadi nilai tukar rupiah merupakan nilai dari satu mata rupiah yang ditranslasikan ke dalam mata uang negara lain. misalnya nilai tukar rupiah terhadap dollar as, nilai tukar rupiah terhadap yen, dan lain sebagainya. nilai tukar merupakan satu indikator yang mempengaruhi aktivitas di pasar saham maupun pasar uang karena investor cenderung akan berhatihati untuk melakukan investasi. menurunnya kurs rupiah terhadap mata uang asing khususnya dollar as memiliki pengaruh negatif terhadap ekonomi dan pasar modal (sitinjak dan kurniasari, 2003). nilai tukar atau kurs dibagi menjadi 2, yaitu: (1) kurs nominal yang merupakan harga relatif dari mata uang dua negara dan (2) kurs riil yaitu harga relatif dari barang-barang kedua negara. dari kedua definisi diatas maka perhitungan kurs dapat diperoleh melalui perkalian antara kurs nominal dan 108 journal the winners, vol. 12 no. 2, september 2011: 103-120 rasio tingkat harga. dimana rasio tingkat harga merupakan perbandingan antara harga barang domestik dan harga barang di luar negeri, misalnya di amerika serikat (mankiw, 2000). penelitian terdahulu ajayi dan mougoue (1996) dalam penelitiannya yang berjudul on the dynamic relation between stock prices and exchange rate meneliti hubungan dinamis antara harga saham dan nilai tukar pada “delapan besar” pasar saham, yaitu kanada, perancis, jerman, italia, jepang, belanda, inggris, dan amerika serikat dengan menggunakan bivariate error correction model. hasil penelitian mereka menunjukkan hubungan yang signifikan antara nilai tukar dan harga saham (pasar modal dan pasar uang). adapun prihantoro (2000) melakukan pengujian deskriptif mengenai pengaruh perdagangan harian saham dan exchange rate terhadap indeks harga saham gabungan (ihsg) di bursa efek indonesia hasilnya menunjukkan bahwa hari selasa mempunyai pengaruh terhadap ihsg, sedangkan untuk pengujian secara multivariat tidak satupun hari mempengaruhi ihsg. untuk variabel makro exchange rate, hasil penelitiannya menunjukkan pengaruh yang signifikan. sedangkan budi dan nurhatmini (2003) melakukan pengujian terkait dengan pengaruh hari perdagangan dan exchange rate terhadap return saham di bursa efek indonesia. hasil penelitiannya menyatakan bahwa hari rabu mempunyai pengaruh terhadap indeks lq45 di bursa efek indonesia. walau demikian, berdasarkan uji multivariat, ternyata tidak terdapat pengaruh antara hari perdagangan terhadap indeks lq45, sedangkan exchange rate sangat berpengaruh terhadap indeks lq45. kerangka pemikiran penelitian ini dilakukan terhadap dua variabel yang dianggap berpengaruh terhadap ihsg di bei. adapun variabel yang diprediksikan berpengaruh terhadap ihsg adalah variabel hari perdagangan saham dalam satu minggu dan nilai tukar rupiah/us$ yang merupakan variabel makro ekonomi (gambar 2). gambar 2. kerangka pemikiran. hipotesis hipotesis 1 ho : hari perdagangan dalam satu minggu (day of the week effect) secara parsial tidak berpengaruh signifikan terhadap ihsg di bei. ha : hari perdagangan dalam satu minggu (day of the week effect) secara parsial berpengaruh signifikan terhadap ihsg di bei. hipotesis 2 ho : exchange rate secara parsial tidak berpengaruh signifikan terhadap ihsg di bei. ha : exchange rate secara parsial berpengaruh signifikan terhadap ihsg di bei. analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 109 hipotesis 3 ho : hari perdagangan dalam satu minggu (day of the week effect) dan exchange rate secara simultan tidak berpengaruh signifikan terhadap ihsg di bei. ha : hari perdagangan dalam satu minggu (day of the week effect) dan exchange rate secara simultan berpengaruh signifikan terhadap ihsg di bei. metode objek penelitian objek penelitian ini adalah saham perusahaan yang terdaftar (listing) di bursa efek indonesia yang berlokasi pada jl. jend. sudirman kav. 52-53, jakarta selatan. pengumpulan data data yang digunakan dalam penelitian ini berupa data sekunder, yaitu data yang diperoleh dari sumber tertentu. indeks harga dari bei dan kurs bank indonesia. indeks yang digunakan tersebut adalah indeks harga saham gabungan (ihsg), sedangkan nilai tukar yang digunakan adalah nilai tukar rupiah/us$. data sekunder meliputi ihsg harian dan nilai tukar rupiah/us$ selama periode januari sampai desember 2009. informasi mengenai data sekunder tersebut diperoleh dari bursa efek indonesia dan bank indonesia. data tersebut adalah data harga saham (harga penutupan) harian indeks harga saham gabungan dan nilai tukar rupiah/us$ selama tahun 2009 pada hari senin-jumat. oleh karena itu, sifat data awal yang digunakan adalah data time series (antar waktu) yang dikumpulkan selama kurun waktu tertentu (gujarati, 2006). jenis data yang digunakan dalam penelitian ini diperoleh dari situs resmi bursa efek indonesia (www.idx.co.id) dan situs resmi bank indonesia (www.bi.go.id). pengambilan sampel adapun metode pengambilan sampel penelitian ini adalah purposive sampling, yaitu metode pengambilan sampel dengan didasarkan pada kriteria tertentu (sekaran, 2003). kriteria sampel penelitian ini adalah saham perusahaan yang tercatat pada indeks harga saham gabungan dan nilai tukar rupiah/us$ selama tahun 2009. analisis data pola perubahan harga saham dalam penelitian ini ditunjukkan oleh pola ihsg. pengujian pengaruh hari perdagangan dan exchange rate terhadap ihsg menggunakan persamaan regresi. ihsg sebagai variabel dependen dan hari perdagangan, yaitu hari senin sampai dengan hari jumat dan exchange rate sebagai variabel independen. variabel hari perdagangan dalam persamaan regresi yang digunakan diperlakukan sebagai variabel dummy. variabel penelitian variabel terikat (dependent variable), yaitu variabel tidak bebas dalam penelitian ini adalah ihsg. ihsg merupakan suatu nilai yang digunakan untuk mengukur kinerja gabungan seluruh saham yang tercatat di suatu bursa efek. maksud dari gabungan seluruh saham ini adalah kinerja saham yang dimasukkan dalam perhitungan seluruh saham yang tercatat di bursa tersebut. 110 journal the winners, vol. 12 no. 2, september 2011: 103-120 sedangkan variabel bebas (independent variable) dalam penelitian ini ada dua. pertama, hari perdagangan dalam satu minggu (day of the week) di bei yaitu senin sampai jumat. mengingat dalam satu minggu terdapat lima hari perdagangan, dalam model regresi dengan variabel dummy terdapat lima kategori yang menunjukkan hari senin sampai dengan hari jumat, yaitu: nilai senin = 1 untuk harga saham pada hari perdagangan senin, sehingga harga saham pada hari perdagangan yang lain = 0. nilai selasa = 1 untuk harga saham pada hari perdagangan selasa, sehingga harga saham pada hari perdagangan yang lain = 0. nilai rabu = 1 untuk harga saham pada hari perdagangan rabu, sehingga harga saham pada hari perdagangan yang lain = 0. nilai kamis = 1 untuk harga saham pada hari perdagangan kamis, sehingga harga saham pada hari perdagangan yang lain = 0. nilai jumat = 1 untuk harga saham pada hari perdagangan jumat, sehingga harga saham pada hari perdagangan yang lain = 0. variable bebas kedua adalah exchange rate yaitu nilai tukar suatu mata uang suatu negara dengan mata uang negara lainnya (ibrahim, 1995). penelitian ini menggunakan nilai tukar rupiah terhadap dollar amerika. teknik pengolahan data uji asumsi klasik pertama dilakukan uji normalitas. priyatno (2008) menyatakan bahwa uji normalitas digunakan untuk mengetahui apakah populasi data terdistribusi normal atau tidak. salah satu pengujian yang dapat dilakukan untuk pengujian normalitas yaitu dengan melakukan uji jarque-bera. uji jarque-bera dapat dilakukan dengan melihat koefisien jarque-bera dan probabilitasnya. kedua angka ini bersifat saling mendukung (winarno, 2009). bila nilai jarque-bera tidak signifikan (lebih kecil dari 2), data terdistribusi normal. bila probabilitas lebih besar dari tingkat signifikansi, data terdistribusi normal. pengujian normalitas juga dapat dilihat dengan normal probability plot yang membandingkan distribusi kumulatif dari distribusi normal. distribusi normal akan membentuk satu garis lurus diagonal dan ploting akan dibandingkan dengan dengan garis diagonal. jika data menyebar disekitar garis diagonal dan mengikuti garis diagonal, model regresi memenuhi asumsi normalitas (ghozali, 2009). kedua dilakukan uji multikolinearitas yang dapat dilihat dari (1) nilai tolerance dan lawannya (2) variance inflation factor (vif). jika nilai tolerance lebih besar dari 0,1 atau nilai vif lebih kecil dari 10, dapat disimpulkan tidak terjadi multikolinearitas pada data yang akan diolah. pengujian ketiga yaitu autokorelasi yang dapat dilakukan dengan uji durbin-watson (uji dw) untuk menghitung nilai d. selanjutnya dapat dilakukan uji heteroskedastisitash dengan menggunakan uji glejser. uji glejser mendeteksi terjadinya heteroskedastisitas dengan meregresi nilai absolut residual terhadap variabel independen (gurajati, 2006). uji statistik deskriptif statistik deskriptif memberikan gambaran atau deskripsi suatu data yang dilihat dari nilai ratarata (mean), standar deviasi, varian, nilai maksimum, nilai minimum sum, range, kurtosis dan skewness. tujuan dari statistik deskriptif ini untuk mengetahui seberapa besar keakuratan data dan penyimpangan pada data tersebut (ghozali, 2009). analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 111 uji multivariat analisis statistik multivariat merupakan metode statistik yang memungkinkan kita melakukan penelitian terhadap lebih dari dua variabel secara bersamaan. dengan menggunakan teknik analisis ini maka kita dapat menganalisis pengaruh beberapa variabel terhadap variable-variabel lainnya dalam waktu yang bersamaan. untuk melakukan uji multivariat digunakan model regresi linear berganda, sebagai berikut: indext = a + b₀senin + b₁selasa + b₂rabu + b₃kamis + b₄jumat + b₅er + e dimana: indext = besarnya harga saham pada hari t. α = konstanta variabel dummy = senin, selasa, rabu, kamis, jumat menunjukkan hari perdagangan dalam satu minggu yang diobservasi. er = nilai tukar rupiah/us$ b₀, b₁, b₂, b₃, b₄, b₅ = besarnya koefisien regresi untuk variabel dummy hari senin sampai dengan hari jumat. e = error pengujian hipotesis pengujian hipotesis dilakukan dengan menggunakan analisis determinasi (r2), uji koefisien regresi secara bersama-sama atau simultan (uji f), dan uji koefisien regresi secara individual atau parsial (uji t). analisis determinasi dalam regresi linier berganda digunakan untuk mengetahui persentase sumbangan pengaruh variabel bebas secara serentak terhadap variabel terikat. koefisien determinasi pada intinya mengukur seberapa jauh kemampuan model dalam menerangkan variasi variabel terikat. untuk regresi dengan lebih dari dua variabel bebas digunakan adjusted r2 sebagai koefisien determinasi. uji f digunakan untuk mengetahui apakah variabel bebas secara bersama-sama berpengaruh signifikan terhadap variabel terikat. uji ini juga dapat digunakan untuk mengetahui apakah model regresi dapat digunakan untuk memprediksi variabel terikat atau tidak. uji t pada dasarnya menunjukkan seberapa jauh pengaruh satu variabel bebas secara individual dalam menerangkan variasi variabel terikat. hasil dan pembahasan gambaran umum objek penelitian indeks harga saham gabungan (ihsg) merupakan indikator pasar modal yang digunakan untuk mengetahui aktivitas di pasar modal indonesia. hal ini dimungkinkan karena ihsg menunjukkan pergerakan harga saham secara umum yang tercatat di bursa efek. ihsg merupakan indeks yang paling banyak digunakan dan dipakai sebagai acuan tentang kegiatan di pasar modal. pergerakan nilai indeks tersebut akan menunjukkan perubahan situasi pasar yang terjadi. pasar yang sedang bergairah atau terjadi transaksi yang aktif ditunjukkan dengan indeks harga saham yang mengalami kenaikan, sedangkan yang lesu ditunjukkan dengan indeks harga saham yang mengalami penurunan. indeks harga saham gabungan (ihsg) atau juga dikenal dengan jakarta composite index (jci), mencakup pergerakan harga seluruh saham biasa dan saham preferen yang tercatat di bei. sampai akhir 2008 lalu pasar modal indonesia sempat diterpa krisis, hal ini terjadi akibat krisis subprime mortgage yang terjadi di amerika serikat. sepanjang tahun 2008 itulah nilai indeks pasar modal di indonesia mengalami penurunan. karena hal tersebut pada awal tahun 2009 tren pergerakan nilai indeks harga saham gabungan relatif masih kurang bagus. seiring berjalannya 112 journal the winners, vol. 12 no. 2, september 2011: 103-120 waktu nilai indeks pada tahun 2009 mengalami peningkatan hingga akhir tahun. peningkatan kondisi saham pasar modal di indonesia, dapat dilihat dari grafik ihsg selama tahun 2009 berikut ini (gambar 3). gambar 3. grafik ihsg tahun 2009 (data penelitian yang diolah, 2010) dari gambar 4.1 di atas, dapat dilihat bahwa kondisi saham di pasar modal indonesia benarbenar terbukti mengalami peningkatan. hal ini dapat dilihat pada awal tahun 2009 ihsg berada pada indeks 1437.338 dan pada akhir tahun meningkat ke 2534.356. hal tersebut mengindikasikan bahwa harga saham secara keseluruhan di bei pada tahun 2009 mengalami peningkatan. hasil penelitian uji normalitas berdasarkan hasil uji normalitas yang telah dilakukan penulis dengan metode jarque-bera, didapatkan nilai probabilitas sebesar 0.47 yang melebihi α = 5% sehingga mencerminkan bahwa data tersebut terdistribusi normal (gambar 4). 0 4 8 12 16 20 24 -0.075 -0.050 -0.025 0.000 0.025 0.050 series: residuals sample 1 241 observations 241 mean 2.20e-16 median -0.000247 maximum 0.059455 minimum -0.071531 std. dev. 0.025509 skewness -0.188135 kurtosis 3.095820 jarque-bera 1.513888 probability 0.469098 gambar 4. grafik hasil uji normalitas. uji multikolinearitas hasil penelitian ini bebas dari gejala multikolinearitas. hal ini dibuktikan dengan ketentuan nilai vif kurang dari 10 dan tolerance lebih besar dari 0.1 sesuai yang tercantum pada tabel 1, sehingga dapat disimpulkan tidak terjadi masalah multikolinearitas. analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 113 tabel 1hasil uji multikolinearitas coefficientsa model unstandardized coefficients standardized coefficients t sig. collinearity statistics b std. error beta tolerance vif 1 (constant) 15.265 .193 78.960 .000 senin -.001 .005 -.006 -.287 .774 .646 1.547 rabu .000 .005 .000 -.020 .984 .637 1.570 kamis -3.783e-6 .005 .000 .000 .999 .646 1.547 jumat .001 .005 .004 .208 .836 .650 1.539 exchange_rate -2.982 .048 -.971 -61.988 .000 .999 1.001 a. dependent variable: harga_saham uji autokorelasi hasil penelitian ini ternyata terdapat autokorelasi. berdasarkan hasil hitung (tabel 2), nilai durbin-watson (dw-test) adalah sebesar 0,138 sedangkan dalam dw-tabel untuk k=2 dan n=241, besarnya dw-tabel; dl (dw batas bawah) = 1,748; du (dw batas atas) = 1,789; 4-du = 2,211; dan 4dl= 2,252. dari hasil uji durbin-watson di atas maka terjadi autokorelasi (gambar 5). tabel 2 hasil uji autokorelasi durbin-watson model summaryb model r r square adjusted r square std. error of the estimate durbin-watson 1 .971a .942 .941 .02576599 .138 a. predictors: (constant), exchange_rate, rabu, jumat, kamis, senin b. dependent variable: harga_saham gambar 5. keputusan uji autokorelasi durbin-watson. uji heteroskedastisitas tidak terjadi heteroskedastisitas pada model regresi penelitian ini. hal tersebut dapat disimpulkan dari nilai signifikansi pada tabel output sebesar 0.191 yang lebih besar dari α sebesar 5% (tabel 3). 114 journal the winners, vol. 12 no. 2, september 2011: 103-120 tabel 3 hasil uji heteroskedastisitas anovab model sum of squares df mean square f sig. 1 regression .002 5 .000 1.498 .191a residual .059 235 .000 total .061 240 a.dependent variable: abresid sumber: data penelitian yang diolah (2010) uji statistik deskriptif berdasarkan hasil analisis statistik deskriptif (tabel 4) menunjukkan bahwa selama tahun 2009 perdagangan saham paling sering terjadi pada hari selasa, dengan rata-rata tingkat indeks sebesar 1256 serta tingkat nilai tukar rupiah terhadap dollar as sebesar rp9970/us$. tabel 4 hasil analisis statistik deskriptif statistics index wkday dollar n valid 241 241 241 missing 0 0 0 mean 1.98066e3 2.9751 1.0454e4 mode 1.256e3a 2.00 9970.00 std. deviation 4.513964e2 1.39918 8.49521e2 variance 2.038e5 1.958 7.217e5 minimum 1.256e3 1.00 9339.00 maximum 2.534e3 5.00 1.21e4 a. multiple modes exist. the smallest value is shown uji multivariat untuk melihat pengaruh hari perdagangan terhadap indeks harga saham gabungan (ihsg), akan dilakukan pengujian multivariat (tabel 5) dengan menggunakan regresi linear berganda. penggunaan exchange rate sebagai variabel kontrol diharapkan mampu mengurangi dan mengendalikan bias yang akan terjadi yang disebabkan oleh fluktuasi nilai tukar rupiah terhadap dollar as. pemilihan exchange rate sebagai variabel kontrol karena secara logika merupakan variabel yang relatif tidak dipengaruhi oleh intervensi pemerintah dibandingkan dengan variabel makro lain, seperti tingkat bunga dan inflasi. di samping itu dalam pengujian multivariat ini variabel dependen dan independen dilog-kan terlebih dahulu. hal ini dimaksudkan untuk mengurangi kesenjangan yang terlalu besar antar variabel tersebut diatas dengan variabel-variabel hari yang merupakan variabel dummy. regresi linear berganda yang digunakan adalah backward stepwise linear regression model. hal ini dimaksudkan agar bisa melihat berbagai kemungkinan terbaik yang akan terjadi apabila setiap variabel independen yang paling tidak signifikan pengaruhnya terhadap variabel dependen dikeluarkan dari model regresi berganda (secara otomatis mengeliminasi variabel yang paling tidak signifikan). analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 115 tabel 5 hasil analisis multivariat coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 15.265 .193 78.960 .000 senin -.001 .005 -.006 -.287 .774 rabu .000 .005 .000 -.020 .984 kamis -3.783e-6 .005 .000 .000 .999 jumat .001 .005 .004 .208 .836 exchange_rate -2.982 .048 -.971 -61.988 .000 2 (constant) 15.265 .193 79.159 .000 senin -.001 .005 -.006 -.328 .743 rabu .000 .004 .000 -.023 .982 jumat .001 .005 .004 .237 .813 exchange_rate -2.982 .048 -.971 -62.127 .000 3 (constant) 15.265 .192 79.327 .000 senin -.001 .004 -.005 -.340 .734 jumat .001 .004 .004 .260 .795 exchange_rate -2.982 .048 -.971 -62.260 .000 4 (constant) 15.265 .192 79.489 .000 senin -.002 .004 -.006 -.415 .678 exchange_rate -2.982 .048 -.971 -62.391 .000 5 (constant) 15.263 .192 79.637 .000 exchange_rate -2.981 .048 -.971 -62.502 .000 a. dependent variable: harga_saham pada model (1) semua variabel hari perdagangan dimasukkan dalam pengujian. hasil pengujian menunjukkan bahwa sisa empat hari perdagangan tersebut mendukung hipotesis pertama atau dengan kata lain bahwa hari perdagangan saham tidak bepengaruh terhadap ihsg dengan tingkat signifikansi > 0.05. variabel kontrol yaitu exchange rate memiliki koefisien regresi lebih besar dari keseluruhan hari perdagangan (-2.982) dan mempunyai tingkat signifikansi yang sangat besar (0.000<0.05), sehingga hipotesis kedua tidak didukung atau dengan kata lain bahwa exchange rate sangat berpengaruh terhadap ihsg. pada model (2) setelah variabel independen yang paling tidak signifikan dikeluarkan, yaitu hari kamis, ternyata hasilnya tidak jauh berbeda dengan model (1) meskipun terdapat sedikit perubahan pada tingkat signifikansi. sehingga pada model (2) hipotesis pertama didukung dan hipotesis kedua tidak didukung. dalam model (3) setelah hari rabu sebagai variabel independen yang paling tidak signifikan dikeluarkan, hasil pengujian juga tidak jauh berbeda dengan model (1) dan (2). pengujian dalam model (4), dengan mengeluarkan hari jumat sebagai variabel independen yang paling tidak signifikan, hasilnya juga tidak jauh berbeda dengan dengan model (1), (2) dan (3). hari senin mempunyai tingkat signifikansi lebih besar dari 5%, sehingga hipotesis pertama didukung. sedangkan variabel kontrol mempunyai koefisien regresi yang cukup tinggi (-2.982) dan mempunyai tingkat signifikan yang sangat besar (0.000<0.05), sehingga hipotesis kedua tidak didukung. pada model (5) secara jelas memperlihatkan hanya variabel exchange rate mempunyai tingkat signifikansi yang sangat besar, atau dengan p value lebih kecil dari tingkat α 5% dan menunjukkan koefisien regresi negatif sebesar (-2.981). sehingga hipotesis kedua tidak didukung atau dengan kata lain exchange rate berpengaruh terhadap ihsg. hal ini sangat memperlihatkan bahwa exchange rate sangat mempengaruhi indeks harga saham gabungan (ihsg) di bei meskipun berpengaruh negatif. 116 journal the winners, vol. 12 no. 2, september 2011: 103-120 berdasarkan model (5) pada tabel 5 di atas diperoleh model persamaan regresi linear berganda seperti berikut: indext = 15.263 – 2.981er dari model regresi tersebut diperoleh konstanta sebesar 15.263. hal ini berarti bahwa tanpa adanya rasio hari perdagangan dan nilai tukar rupiah/us$ akan terjadi perubahan ihsg sebesar 15.263%. sedangkan nilai tukar rupiah/us$ mempunyai koefisien regresi sebesar -2.981 dan bertanda negatif, hal ini berarti setiap perubahan nilai tukar rupiah/us$ satu persen dengan asumsi variabel lainnya dianggap tetap maka ihsg akan mengalami perubahan sebesar -2.981%. koefisien determinasi (adjusted r²) dan koefisien korelasi parsial (r²) berikut ini adalah tabel yang memuat model summary (tabel 6) tabel 6 model summary model r r square adjusted r square std. error of the estimate 1 .971a .942 .941 .02576599 2 .971b .942 .941 .02571135 3 .971c .942 .942 .02565707 4 .971d .942 .942 .02560676 5 .971e .942 .942 .02556238 a. predictors: (constant), exchange_rate, rabu, jumat, kamis, senin b. predictors: (constant), exchange_rate, rabu, jumat, senin c. predictors: (constant), exchange_rate, jumat, senin d. predictors: (constant), exchange_rate, senin e. predictors: (constant), exchange_rate terlihat bahwa dari keseluruhan model yang dihasilkan mempunyai nilai adjusted r² yang sangat tinggi, yaitu sebesar 94%. hal ini menunjukkan bahwa tingkat kemampuan menjelaskan kedua variabel independen juga sangat tinggi. berdasarkan tabel 6 terlihat bahwa masing-masing variabel independen (hari perdagangan dan nilai tukar rupiah/us$) terhadap variabel dependen (ihsg) memiliki hubungan yang sangat kuat, yaitu sebesar 94%. uji t berikut ini adalah tabel hasil uji t (tabel 7) tabel 7 hasil uji ttest coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 15.265 .193 78.960 .000 senin -.001 .005 -.006 -.287 .774 rabu .000 .005 .000 -.020 .984 kamis -3.783e-6 .005 .000 .000 .999 jumat .001 .005 .004 .208 .836 exchange_rate -2.982 .048 -.971 -61.988 .000 a. dependent variable: harga_saham analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 117 pengujian hipotesis (1) penelitian ini yang menggunakan uji statistik ttest memiliki hipotesis sebagai berikut: ho: hari perdagangan dalam satu minggu (day of the week effect) secara parsial tidak berpengaruh singnifikan terhadap ihsg di bei. ha: hari perdagangan dalam satu minggu (day of the week effect) secara parsial berpengaruh signifikan terhadap ihsg di bei. dengan menggunakan tingkat signifikansi 5% (α = 0.05) dan degree of freedom = tak terhingga (∞) diperoleh ttabel sebesar 1,645. dari hasil uji pada tabel 7 di atas dihasilkan thitung masingmasing hari sebesar -0.287, -0.020, 0.000, 0.208 sehingga thitung lebih kecil dari ttabel (-0.287, -0.020, 0.000, 0.208 < 1.645). nilai signifikansi juga menunjukkan lebih besar dari 0.05 yaitu sebesar 0.774, 0.985, 0.999, 0.838 dari masing-masing hari perdagangan, sehingga tidak dapat menolak/menerima ho dan menolak ha. hal ini berarti bahwa variabel hari perdagangan dalam satu minggu (day of the week effect) secara parsial tidak mempunyai pengaruh signifikan terhadap ihsg di bei. pengujian hipotesis (2) penelitian ini yang menggunakan uji statistik ttest memiliki hipotesis sebagai berikut: ho: exchange rate secara parsial tidak berpengaruh singnifikan terhadap ihsg di bei. ha: exchange rate secara parsial berpengaruh signifikan terhadap ihsg di bei. dengan menggunakan tingkat signifikansi 5% (α = 0.05) dan degree of freedom = tak terhingga (∞) diperoleh ttabel sebesar 1,645. dari hasil uji pada tabel 7 di atas dihasilkan thitung sebesar 61.988 sehingga thitung lebih besar dari ttabel (-61.988 > 1.645). nilai signifikansi juga menunjukkan lebih kecil dari 0.05 yaitu sebesar 0.000, sehingga menolak ho dan menerima ha. hal ini berarti bahwa variabel exchange rate secara parsial mempunyai pengaruh signifikan terhadap ihsg di bei. uji f berikut ini adalah tabel hasil uji f (tabel 8). tabel 8 hasil uji ftest anovab model sum of squares df mean square f sig. 1 regression 2.553 5 .511 769.046 .000a residual .156 235 .001 total 2.709 240 a. predictors: (constant), exchange_rate, rabu, jumat, kamis, senin b. dependent variable: harga_saham pengujian hipotesis (3) penelitian ini yang menggunakan uji statistik ftest memiliki hipotesis sebagai berikut: ho: hari perdagangan dalam satu minggu (day of the week effect) dan exchange rate secara simultan tidak berpengaruh singnifikan terhadap ihsg di bei. ha: hari perdagangan dalam satu minggu (day of the week effect) dan exchange rate secara simultan berpengaruh signifikan terhadap ihsg di bei. pengujian hipotesis ketiga dilakukan dengan uji f seperti terlihat pada tabel 4.8 di atas. pengujian ini bertujuan untuk mengetahui apakah variabel independen secara bersama-saama memiliki pengaruh terhadap variabel dependen. dengan menggunakan tingkat signifikansi 5% (α = 0.05), degree of freedom = tak terhingga (∞) dan numerator degree of freedom = tak terhingga (∞) diperoleh 118 journal the winners, vol. 12 no. 2, september 2011: 103-120 ftabel sebesar 1,00. dari hasil uji pada tabel 4.8 di atas dihasilkan fhitung sebesar 769,046 sehingga fhitung lebih besar dari ftabel (769,046 > 1,00). nilai signifikansi juga menunjukkan lebih kecil dari 0.05 yaitu sebesar 0.000, sehingga menolak ho dan menerima ha. hal ini berarti bahwa kedua variabel independen hari perdagangan dalam satu minggu (day of the week effect) dan exchange rate secara simultan mempunyai pengaruh signifikan terhadap ihsg di bei. pembahasan hasil penelitian indeks harga saham gabungan yang mencerminkan pergerakan keseluruhan harga saham perusahaan-perusahaan yang terdaftar di bursa efek indonesia merupakan indikator yang dapat memberikan gambaran secara umum tentang perkembangan pasar modal di indonesia, dimana kenaikan/penurunan angka indeks harga saham dalam suatu periode merupakan indikasi naik turunnya perkembangan pasar modal. ihsg merupakan suatu rangkaian historis mengenai pergerakan harga saham gabungan sampai pada tanggal tertentu dan biasanya pergerakan harga saham tersebut disajikan setiap hari perdagangan berdasarkan harga penutupan bursa pada hari tersebut. day of the week effect menunjukkan adanya perbedaan yang signifikan return saham pada hari tertentu dalam satu minggu dengan pendapatan pada hari-hari perdagangan lainnya. dalam hal ini harga saham suatu perusahaan dapat mencerminkan return yang akan diterima oleh perusahaan tersebut. namun dalam hasil penelitian ini day of the week effect ternyata tidak memiliki pengaruh yang signifikan terhadap ihsg. hal ini disebabkan karena hari perdagangan dalam satu minggu tidak menunjukkan adanya indikasi yang nyata. berdasarkan hasil uji hipotesis secara parsial ternyata hari perdagangan tidak mempunyai pengaruh terhadap ihsg karena nilai thitung lebih kecil dari ttabel (-0.287, -0.020, 0.000, 0.208 < 1.645). berdasarkan uji multivariat, ternyata juga tidak terdapat pengaruh antara hari perdagangan terhadap ihsg. artinya, ho diterima yang mengindikasikan bahwa hari perdagangan dalam satu minggu tidak mempunyai pengaruh signifikan terhadap ihsg. hal ini bukan menjadi bahan pertimbangan investor untuk melakukan transaksi jual atau beli saham, karenanya investor tidak perlu mengkhawatirkan adanya perubahan pola pergerakan harga saham yang disebabkan perubahan hari perdagangan. hasil uji tersebut mendukung pengujian yang dilakukan oleh heru prihantoro (2000) yang juga didukung oleh ichsan setiyo budi dan erni nurhatmi (2003) yang menyatakan bahwa hari perdagangan tidak mempengaruhi ihsg. exchange rate sebagai salah satu indikator yang mempengaruhi aktivitas di pasar saham maupun pasar uang, oleh karena itu investor cenderung akan berhati-hati untuk melakukan investasi. dari hasil penelitian ini, ternyata exchange rate memang berpengaruh sangat signifikan terhadap ihsg, meskipun pengaruhnya negatif hal tersebut memang mengindikasikan keadaan yang sebenarnya terjadi. hal ini dapat dilihat jika perubahan kurs valas (yang diwakili oleh us$) memberikan dampak bagi pasar modal, karena apabila kurs valas menguat maka investor akan menjual seluruh atau sebagian sahamnya dan dialihkan pada valas untuk kemudian diinvestasikan ke tempat lain sebagai tabungan, sehingga harga saham akan turun. sebaliknya, jika kurs valas melemah, investor akan beramai-ramai membeli mata uang domestik untuk diinvestasikan pada saham sehingga harga saham akan cenderung meningkat. setelah dilakukan uji hipotesis secara parsial exchange rate mempunyai pengaruh terhadap ihsg karena nilai thitung lebih besar dari ttabel (-61.988 > 1.645). hal ini dapat dijelaskan bahwa terjadinya fluktuasi nilai tukar rupiah terhadap mata uang asing (dollar as) akan memberikan dampak terhadap iklim investasi dalam negeri, terutama pasar modal. ketika terjadi apresiasi kurs rupiah misalnya, akan berdampak pada perkembangan pemasaran produk indonesia di luar negeri, terutama dalam hal persaingan harga. sebaliknya, bila terjadi depresiasi rupiah terhadap dollar as akan berdampak pada perusahaan-perusahaan go public, terutama yang menggantungkan faktor produksi analisis pengaruh hari ..... (erric wijaya; fatiah istarini) 119 terhadap bahan-bahan impor, sehingga biaya produksi meningkat, laba yang diperoleh menurun dan akan berakibat jatuhnya harga saham perusahaan tersebut. sehingga secara tidak langsung akan mempengaruhi indeks harga saham gabungan. hasil penelitian ini sesuai dengan penelitian yang dilakukan oleh ajayi dan mougoue (1996) yang menunjukkan adanya hubungan dinamis antara harga saham dan nilai tukar pada “delapan besar” pasar saham, yaitu kanada, perancis, jerman, italia, jepang, belanda, inggris, dan amerika serikat. hasil penelitian mereka menunjukkan hubungan yang signifikan antara nilai tukar dan harga saham. demikian juga penelitian sudjono (2002) serta sitinjak dan kurniasari (2003), memiliki pendapat yang sama bahwa variabel ekonomi makro yang diwakilkan dengan nilai tukar rupiah/us$ mempunyai pengaruh yang signifikan terhadap indeks harga saham. penutup kesimpulan berdasarkan hasil penelitian dan pembahasan analisis pada penelitian ini, dapat ditarik kesimpulan bahwa: (1) berdasarkan hasil uji t dan hasil analisis multivariat ternyata tidak ada satupun hari perdagangan dalam satu minggu yang berpengaruh signifikan terhadap indeks harga saham gabungan (ihsg) di bursa efek indonesia tahun 2009; (2) berdasarkan hasil uji t dan hasil analisis multivariat, ternyata exchange rate mempunyai pengaruh signifikan terhadap indeks harga saham gabungan (ihsg) di bursa efek indonesia tahun 2009; (3) berdasarkan hasil uji f, ternyata indeks harga saham gabungan (ihsg) di bursa efek indonesia tahun 2009 dipengaruhi oleh hari perdagangan dalam satu minggu dan exchange rate. saran saran yang dapat diberikan oleh penulis setelah melakukan penelitian ini adalah: (1) investor agar lebih memperhatikan pola ihsg dan fluktuasi nilai tukar rupiah/us$ sebagai bahan pertimbangan untuk melakukan pemngambilan keputusan sebelum melakukan kegiatan investasi; pemerhati pasar modal agar dapat menggunakan hasil penelitian ini sebagai salah satu bahan acuan dalam memberikan informasi mengenai bursa kepada masyarakat, terutama dalam keefisiensian bursa efek indonesia; (3) pembaca atau akademisi yang ingin melakukan penelitian tentang anomaly market diharapkan menggunakan lebih dari satu macam indeks harga saham yang terdapat di bei untuk mengetahui perbedaan dari pengaruh masing-masing indeks; serta menambah variabel makro agar dapat mengetahui pengaruh dan perbandingan dari masing-masing variabel makro yang diteliti. daftar pustaka adiningsih, sri dkk. (1998). perangkat analisis dan teknik analisis investasi di pasar modal indonesia. jakarta: pt. bursa efek jakarta. ajayi, r.a dan m. mougoue. 1996. on the dynamic relation between stock prices and exchange rate. journal of finance research, 19; 193-207. budi, ichsan setiyo dan erni nurhatmini. (2003). pengaruh hari perdagangan dan exchange rate terhadap return saham di bursa efek jakarta. jurnal manajemen dan bisnis, 5 (1), 47-26. 120 journal the winners, vol. 12 no. 2, september 2011: 103-120 fitriani, dwita amelia. (2009). analisis day of the week effect terhadap imbal hasil ihsg serta kaitannya dengan risiko pasar modal periode 2003-2007. skripsi tidak diterbitkan. depok: universitas indonesia. ghozali, imam. (2009). aplikasi analisis multivariate dengan program spss. semarang: badan penerbit universitas diponegoro. gujarati, damodar. 2006. dasar-dasar ekonometrika, edisi ketiga. jakarta: erlangga. husnan, suad. 2009. dasar-dasar teori portofolio dan analisis sekuritas, edisi keempat. yogyakarta: upp stim ykpn. jones, charles p. (2007). investment: analysis and management, 10th edition. new york: john wiley and sons. prihantoro, heru. (2000). pengaruh hari perdagangan harian saham dan exchange rate terhadap ihsg di bursa efek jakarta. thesis s2. yogyakarta: universitas gajah mada. sekaran, uma. (2003). metodologi penelitian untuk bisnis. jakarta: salemba empat. sitinjak, e. l.m dan kurniasari, w. (2003). indikator-indikator pasar saham dan pasar uang yang saling berkaitan ditinjau dari pasar saham sedang bullish dan bearish. jurnal riset ekonomi dan manajemen, 3 (3). sunariyah. (2006). pengantar pengetahuan pasar modal. yogyakarta: upp stim ykpn. tandelilin, eduardus. (2010). portofolio dan investasi: teori dan aplikasi, edisi pertama. yogyakarta: kanisius. windijarto, sasikirono, nugroho. (2004). pengaruh hari dalam satu minggu terhadap pendapatan saham investor. surabaya: fakultas ekonomi universitas airlangga. microsoft word 07 engal_ok.docx the influence of global … (enggal sriwardiningsih) 147 the influence of global economy crisis in investment management in indonesia enggal sriwardiningsih management department, school of business management, binus university jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480 enggalnabeel@yahoo.com abstract july 2007 is the beginning of the world’s subprime mortgage crisis. since then, the world’s liquidity crisis occurred and never found any solution until now. the liquidity crisis began to spread from developed countries to poor countries, developing countries and emerging markets with two channels. this contagious crisis made growing economy and emerging economy fell. no country in the world survived, including indonesia. this paper discussed the management of investments in indonesia. it started from the spread of global crisis to indonesia and its impact on investment in indonesia. then, we discussed the government's efforts to encourage investment. the last was the view of the investment for the next three years (2010-2014) keywords: economy crisis, investment, government's efforts, investment outlook abstrak juli 2007 adalah awal krisis subprime mortgage di dunia. krisis likuiditas dunia terjadi dan tidak pernah ada solusi sampai sekarang. krisis likuiditas mulai menular dari negara maju ke negaranegara miskin, negara-negara berkembang dan pasar yang muncul dengan dua saluran. krisis yang menular ini membuat ekonomi yang berkembang dan ekonomi yang muncul jatuh. tidak ada negara di dunia ini yang bertahan dari krisis ini, termasuk indonesia. makalah ini membahas pengelolaan investasi di indonesia. diawali dari krisis global yang menyebar ke indonesia dan dampaknya terhadap investasi di indonesia. kemudian membahas upaya pemerintah untuk mendorong investasi. terakhir adalah pandangan terhadap investasi untuk tiga tahun ke depan (2010-2014). kata kunci: krisis ekonomi, investasi, upaya pemerintah, pandangan terhadap investasi 148 journal the winners, vol. 13 no. 2, september 2012: 147-155 introduction since july 2007, subprime mortgage has been triggered the world’s financial crisis until now. financial crisis from economy developed countries makes their financial source lower than before. for that reason, developed countries have withdrawn their investment from developing and emerging market countries. this condition makes economic growth in developing and emerging countries become worse. the contagious financial crisis from the developed countries to the developing and emerging countries affects on two channels. first, economy developed countries grow slowly, that they reduces their demand for importing goods from developing countries. second, financial liquidity of developing countries leads them to withdraw their investment in these countries. thus, the growth of emerging and developing economies is decreasing. based on imf world economic outlook, the growth of emerging and developing economies goes down 8.3% in 2007, 6.3% in 2008, 3.3% in 2009, 5.3 % in 2010, 3.9 % in 2011, 3.5% in 2012 and 3.9% in 2013 (table 1). table 1 overview of the world economic outlook projections (imf world economic outlook, 2012) 2007 2008 2009 2010 2011 2012 (proj.) 2013 (proj.) economic growth world output advanced economies united states euro area emerging and developing economies 5.2 2.7 2.0 2.6 8.3 3.4 1.0 1.1 1.0 6.3 0.6 -1.8 -1.6 -2.0 3.3 5.3 3.2 3.0 1.9 7.5 3.9 1.6 1.7 1.5 6.2 3.5 1.4 2.0 -0.3 5.6 3.9 1.9 2.3 0.7 5.9 the number of economic growth of major emerging market economies is lower than the projections. the projections suggest that the development will result only in a minor setback to the global outlook, with global growth at 3.5% in 2012 and 3.9% in 2013, lower than in 2011 or 2010. in the past five years, the global recovery was not strong enough. no country is able to avoid this global crisis effect, so is indonesia. indonesia’s economic growth is 6.3 % in 2007, 6.2% in 2008, 5.0% in 2009 (table 2). thus, indonesia’s goverment finds out other alternative by using domestic demand of economic growth. furthermore, they supports investment by moneter dan fiscal policy. monetary policy uses interest regulation, that is decreasing bank interest from 9.5% to 8.75% since november 2008 to january 2009. other side, regulation fiscal regulation uses cut of tax. both regulations aim to increase the buying power of indonesian. this study aims to show the indonesia’s investment management. we have three points to discussed. first is how the global crisis spreads to indonesia and its impact on investment in indonesia. second is discussing the government’s efforts to encourage investment, and the possible impacts. third is the investment outlook for the next two years (2013-2014). method this paper aims to show the managing indonesia’s investment. for that, we used secondary data from statistic bureau, imf world economic outlook and central bank of the influence of global … (enggal sriwardiningsih) 149 indonesia. the scope of data involved indonesia’s economic growth from 2007 to 2011. the secondary data was analysed using qualitatif method based on conceptual economy. results and discussion contagious crisis the crisis affects two channels, which are international trade channel and international capital channel. on international trade, the goods export from indonesia to developing countries goes slowly. the growth of indonesia’s trading only increased 1.0% in 2008, which was lower than the growth in 2007 (2.7%), and the worst was 1.8% in 2009. recently our orientation trading has been focused to china. even though, export to china went slow, 9.0% in 2008 and 6.7% in 2009, compared to 13.0% in 2007 (table 1). it happened because china’s economy was in the same situation with other countries on crisis. nevertheless, indonesia trading with china is more beneficial than with other developing countries. according to table 2 below, the decreasing world’s economic growth causes others countries’ worse. the growth of emerging and developing economies countries were 5.6% in 2008 and 9.6% in 2007, that negative growth -0.8%. table 2 overview of the world economic outlook projections (imf world economic outlook, 2012) 2007 2008 2009 2010 2011 2012 (proj.) 2013 (proj.) economic growth world output advanced economies united states euro area emerging and developing economies 5.2 2.7 2.0 2.6 8.3 3.4 1.0 1.1 1.0 6.3 0.6 -1.8 -1.6 -2.0 3.3 5.3 3.2 3.0 1.9 7.5 3.9 1.6 1.7 1.5 6.2 3.5 1.4 2.0 -0.3 5.6 3.9 1.9 2.3 0.7 5.9 economic growth japan china india emerging asia (excl. china & india) 2.4 13.0 9.3 6.0 -0.3 9.0 7.3 3.7 -2.6 6.7 5.1 -0.7 4.4 10.4 10.8 9.7 -0.7 9.2 7.1 7.8 2.4 8.0 6.1 7.1 1.5 8.5 6.5 7.5 world trade volume imports advanced economies emerging and developing economies exports advanced economies emerging and developing economies 7.2 4.5 14.5 5.9 9.6 4.1 1.5 10.4 3.1 5.6 -2.8 -3.1 -2.2 -3.7 -0.8 12.8 11.5 15.3 12.2 14.4 5.9 4.4 8.8 5.4 6.6 3.8 1.9 7.8 2.3 5.7 5.1 4.2 7.0 4.3 6.2 that condition also happened in indonesia economy. graph 1 showed that non oil crude expor indonesia tended to decrease in october and november and continued to the following month (figure 1). 150 journal the winners, vol. 13 no. 2, september 2012: 147-155 figure 1 non oil export 2009 (statistic bureau of indonesia, 2009) on international capital channel, since july 2007 subprime mortgage crisis has been caused liquidity crisis in united state and developing countries. it made limited capital inflow to developing countries and emerging countries (table 3). table 3 nett inflow capital to developing and emerging countries (in billion us$) (imf world economic outlook, 2008) the effect of liquidity crisis in indonesia could be noticed on table 4. it showed the capital outflow as much as us$2.5 billion in 2008 and us$2.1 billion in 2009. foreign direct investment in long run (fdi) to indonesia was as much as us$6.9 billion in 2007, us$6.7 billion in 2008 and us$5.9 billion in 2009. in the short run, portfolio investment to indonesia’s economy in 2007 was us$10.0 billio and it became lower to us$3.0 billion in 2008. according to our second research question, that the government steps in an effort to encourage investment, and their possible impact. in this, goverment has been done for some steps in effort to encourage investment, and their possible impact according of limitation of fund. limitation of fund in developing countries is caused by the developing countries pulling their money from developing and emerging countries. indonesia as one of developing countries is effected from this situation. table 4 showed indonesia’s foreign domestic investment (fdi) in 2008, that was us$6.7 billion and us$5.9 billion in 2009. funding comes from stock market as stock and obligation. fortunately, it did not effect much for the whole investment in indonesia. short run capital flew from non bank (stock and obligation) which brought only small influences to investment. since 2001 – 2006, financial banking departement had contributed 2.04% in 2003 and 0.35% in 2006, meanwhile non bank contribution had contributed less than 1%. figure 2 supported these statements. the effect of inflow fund can be direct and non direct to economic growth for every countries. the world’s economic growth went down, so did indonesia’s. it reduced the export of all products in the world (figure 3). this world economy makes uncondusive export market. it makes investment desire to investment falls down. it happens because the export price falls down so the benefits from their export also falls down. the influence of global … (enggal sriwardiningsih) 151 tabel 4 indonesia’s balance of payment in 2010-2014 (central bank of indonesia, 2009) balance of payment 20010-2014 (in (us$ billion) figure 2 funding from banks and non banks (statistic bureau of indonesia, 2006) figure 3 commodity price indices and average petroleum spot prices (imf world economic outlook, 2008) 152 journal the winners, vol. 13 no. 2, september 2012: 147-155 the lower expectation of domestic economic growth influences banking credit liquidity. banking credit liquidity goes down because credit rationing falls down. it lowers the total investment. figure 4 showed that the lower expectation of domestic economy since 2008 lower capital credit aggrement. figure 4 capital credit aggrement 2008 (central bank of indonesia, 2008) the signals of global crisis shows by the falling down of stocks indexs and depresiation of domestic currency. it happens either in advanced countries or developing countries like indonesia. in 1997, indonesia’s economy had a very sharp depreciation which leads to losing trust in rupiah, economic crisis and social-politics crisis. this condition should be avoid as long as we could. one alternative to avoid rupiah depresiation is using interest rate strategy. when the interest rate is made higher than before, it will make the investment going down. it is such a dilemma. in one side interest rate has to be higher to manage the rupiah depresiation. in other side, interest rate has to be lower in order to raise the investment for recovering the bad economy. therefore, what should goverment do? goverment should be wait and see. once the world stocks cool down and stable, the goverment can lower the interest rate, so it will not fall more sharply. after lowering the interest rate, we focus on: (1) world’s economy stabilization and world’s stocks fluctuation; (2) lower expectation domestic inflation, which makes lower inflation. thus, we can get margin from real interest rate and nominal interest rate. figure 5 and 6 showed that global stock market indices improved in november and desember 2008. the inflation fell down in november and desember 2008, so central bank of indonesia started to decrease the interest rate in desember 2008. bank indonesia expected correlation between lower interest rate and higher investment in next year. figure 5 world’s stocks (central bank of indonesia, 2008). figure 6 indonesia’s economy: inflation and interest rate (central bank of indonesia, 2008). the influence of global … (enggal sriwardiningsih) 153 government’s policy one of the goverment policies is managing the interest rate. as the investment increases, the economic growth raises. for example in january 2009, bank indonesia managed interest rate low until 8,75%, so inflation went down. the goverment can support investment by using fiscal policies, such as: (1) faster performance of goverment and bumn projects; (2) stimulating fiscal for business and economy infratructures; (3) supporting real sectors and promote export, for example is goverment guarantee for trade financing facilities; (4) cutting off the gasoline price, adjusting national gasoline price to world’s oil price, and cutting off solar oil price for business in order to reduce the high production cost. regarding to fiscal stimulus, goverment tried to continue fiskal policy implementation in 2009, changing from defensive fiscal to offensive fiscal (figure 7). to anticipate the global crisis in 2009, our goverment did fiscal simulus with three targets. first, goverment took labor force and supported small and medium bussiness (ukm) by infrastructure development as followed: (1) lowering poverty using some programs; (2) supporting prime sector development by faster liquidity credit banking; (3) providing more jobs for labor force. second, goverment supported the people’s buying power with: (1) subsiding the price of medicine and cooking oil; (2) direct subsidiary using cash transfer and conditional cash transfer for poor people; (3) direct subsidy and indirect subsidy for education and health sector. figure 7 changing from defensive measures to offensive measures (indonesia’s financial departement, 2009) third, goverment pursues trading and promoting entrepreuner. tool for these activity use giving facility for special of import duty, guarantee for export financing, reducing tax for firm income and individual and making higher minimize standar labor tax, reduce electtricity cost in peak-hour for business sector and reduce dissel oil. 2014 investment projection the goverment projection of national economic growth in 2009 was reduce into 7.5% from the previous 13.1% in goverment planning performance book or buku rencana kerja 154 journal the winners, vol. 13 no. 2, september 2012: 147-155 pemerintah (rkp). this number (7.5%) has been accomodating of regulation on fiscal and monetary in order to support investment. other assumsion of using in this number is the limit of import liquidity funding so the investment can focus on demand domestic. world bank (2009) expects global crisis in u shape. this means that world recovery process needs long time. number of investment still depends on domestic demand in two years, which is investment growth around 8.1% and 8.7%. after two years restructuring process, the growth of investment came back higher in 2012-2014, which were 10.1%, 10.5% and 11.1% (table 5). foreign domestic investment increased from us$3.2 billion in 2011 to us$5.3 billion in 2012, and increased again to us$6.6 billion in 2013 and us$7.5 billion in 2014. portfolio investment increased from us$2.0 billion in 2011 to us$3.5 billion in 2012, and increased again to us$5.0 billion in 2013 and us$ 6.2 billion in 2014. others investment increased from us$0.5 billion in 2011 to us$0.6 billion in 2012. it increased again to us$1.3 billion in 2013 and us$2.3 billion in 2014. based on investment growth above, the national investment needs rp10.042 billion for five years; rp1.547,7 billion in 2010, rp1.743,4 billion in 2011, rp1.975,8 billion in 2012, rp2.239,1 billion in 2013 dan rp 2.536,0 billion in 2014. table 5 the projection of national economic growth of 2013 and 2014 (statistics bureu of indonesia, 2008) conclusion the global crisis spreads to indonesia and impacts on the investment. the impacts influences two channel, which are international trade channel and international capital channel. the government has established policies to encourage investment. the most possible is funding limitation. goverment uses monetary policy (monetary stimuly) and fiscal policy in order to support demand side, which can increase investment, and supports the overall economic growth. r ea lisa si r ata-r ata 2007 2008 2009 2010 2011 2012 2013 2014 2010-2014 per tu m b uh an eko n om i (% ) 6,3 6,2 5,0 5,5 5,9 6,3 6,7 7,0 6,3 sisi peng elu ar an konsum si m asyarakat 5,0 5,4 4,8 4,9 5,3 5,5 5,7 6,1 5,5 konsum si pem erintah 3,9 8,9 6,1 6,3 6,4 6,5 6,6 6,7 6,5 investasi 9,2 12,4 7,5 8,1 8,7 10,1 10,5 11,1 9,7 ekspor barang dan jasa 8,0 13,8 2,5 3,3 4,9 6,5 8,1 9,7 6,5 im por barang dan jasa 8,9 14,0 6,5 7,0 7,6 10,8 11,9 12,5 10,0 sisi pr o du ksi pertanian, perkebunan, peternakan 3,5 4,0 3,5 3,5 3,6 3,6 3,7 3,7 3,6 k ehutanan, dan perikanan pertam bangan dan penggalian 2,0 0,0 1,2 1,2 1,3 1,3 1,3 1,4 1,3 industri pengolahan 4,7 4,0 3,9 5,0 5,4 5,8 6,2 6,4 5,8 industri b ukan m igas 5,2 4,4 4,3 5,5 5,9 6,3 6,7 6,9 6,3 listrik, gas dan air 10,4 10,0 8,0 8,1 8,4 8,7 8,8 10,0 8,8 konstruksi 8,6 8,3 6,8 7,0 7,1 7,2 7,2 7,3 7,2 perdagangan, hotel, dan restoran 8,5 8,3 6,0 6,5 7,4 8,2 8,7 9,0 8,0 pengangkutan, dan telekom unikasi 14,4 13,0 8,0 10,0 10,6 11,2 12,4 13,3 11,5 keuangan, r eal estat, dan jasa perusahaan 8,0 7,8 6,5 5,8 5,8 6,0 6,0 6,1 5,9 jasa-jasa 6,6 6,4 5,0 5,5 5,7 5,9 6,1 6,3 5,9 i / y (% ) 24,9 26,0 26,3 26,7 27,1 27,6 28,1 28,6 k eb utuh an in vesta si (rp triliun) 983,8 1212,9 1366,7 1547,7 1743,4 1975,8 2239,1 2536,0 10042,0 * * jum lah t otal 2010 s/d 2014 perk ir aa n pr o yeksi 2010-2014 the influence of global … (enggal sriwardiningsih) 155 references central bank of indonesia (bi). (2008). world stocks. jakarta: bi. central bank of indonesia (bi). (2008). indonesia economy: inflation and interest rate. jakarta: bi. central bank of indonesia. (bi). (2008). capital credit aggrement. jakarta: bi. central bank of indonesia (bi). (2009). indonesia’s balance of payment in 2010-2014. jakarta: bi. indonesia’s financial departement. (2009). from defensive measures to offensive measures. jakarta: indonesia’s financial departement. imf. (2008). global slowdown and rising inflation. world economic outlook. accessed from http://www.imf.org/external/pubs/ft/weo/2008/update/02/. imf. (2012). overview of the world economic outlook projections. world economic outlook. accessed from http://www.imf.org/external/pubs/ft/weo/2012/01/. statistic bureau of indonesia (bps). (2006). capital flow balance, funding from banks and non banks. jakarta: bps. statistics bureau of indonesia (bps). (2008). the 2010-2014 growth projection. jakarta: bps. statistic bureau of indonesia (bps). (2009). non oil export 2009. jakarta: bps. world bank (2002). building institutions for markets. washington dc: world bank. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 35 the winners, 23(1), march 2022, 35-41 doi: 10.21512/tw.v23i1.6932 the effect of opportunity recognition and organization capability on sme performance in indonesia moderated by business model innovation hendry hartono1*; reeya ardini2 1management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 2victorian indonesian language teachers association p.o. box 7100, richmond 3121, richmond, melbourne, victoria, australia 1hhartono@binus.edu; 2reeya.ardini@gmail.com received: 11th january 2021/ revised: 01st june 2021/ accepted: 07th june 2021 how to cite: hartono, h. & ardini, r. (2022). the effect of opportunity recognition and organization capability on sme performance in indonesia moderated by business model innovation. the winners, 23(1), 35-41. https://doi.org/10.21512/tw.v23i1.6932 abstract the research aimed to analyze the effect of opportunity recognition and organisation capability on sme's performance which is moderated by business model innovation. it also aimed to find out and analyse the variables that most significantly affect sme's performance in jakarta. data collection were done by collectting questionnaires with 100 respondents who had business. in analysing data, the research used associative methods and moderated regression analysis. the results indicate that opportunity recognition and organisation capability have a significant effect on sme performance, and business model innovation as moderator reduces the influence of opportunity recognition on sme performance but increase the influence of organisation capability on sme performance. opportunity recognition and organisation capability have a relationship with sme performance, as evidenced by moderated regression analysis (β) of 1,589 and 0,479. after the business model innovation moderates the two variables, the opportunity recognition relationship to sme performance has decreased to 0,657, and organisational capability to sme performance has increased to 0,724. opportunity recognition, organisation capability, and business model innovation also have a simultaneous influence on sme performance. keywords: opportunity recognition, organisation capability, business model, small medium enterprises i. introduction small and medium enterprises (smes) is one of the business sectors that can develop to be consistent in the national economy. smes are an excellent tool for productive employment creation. smes are labour-intensive businesses as they do not require specific requirements such as level of education, expertise (skills) work. they are relatively little business capital, and technology used is relatively more straightforward. msmes still play an essential role in improving the indonesian economy, in terms of the number of businesses, job creation, and national economic growth as measured by gross domestic product (gdp). in indonesia, smes have developed rapidly in recent years. in 2014 the number of msmes in indonesia reached 1,56% of the population in indonesia. however, in 2018 smes has been growth reached 3,1% of indonesia's population. the government itself targets that in 2018 the number of smes in indonesia can reach 4% of the total population in indonesia. in 2019, it will reach 5% of the population in indonesia. although smes are also increasingly developing since they use an online platform for marketing their products. according to the ministry of cooperatives and small and medium enterprises, there are 3,79 million smes that have used the online platform. this number is around 8% of the total smes in indonesia, amounting to 59,2 million. the government is also targeting 8 million smes to go online in 2019. dki jakarta is a large city with the highest population in indonesia. with a population of 12.000.000, the population spread across five cities of administration and one district with a distribution of 9,2% in the city of administration in central jakarta, 18,6% (eighteen points six per cent) in the city of administration in north jakarta, 24,1% in the city of east jakarta administration, 22,6% in the city of 36 the winners, vol. 23 no. 1 march 2022, 35-41 south jakarta administration, 25,3% in the city of west jakarta administration, 0,2% in the thousand islands administrative district. dki jakarta is also has a relatively large number of smes. according to the results of the economic census listing from bps in 2016, there were 1,16 million smes in jakarta, and the number of smes in jakarta was 93,46% of the total business population or companies operating in jakarta. smes that are categorised as g or wholesale and retail, car reparations and car maintenance are the highest, reaching 422.735 businesses or 36,6% of the total msmes. moreover, the provision of accommodation and food and beverage supply reaches 339.895 businesses or 29,4% of the total sme. as a densely populated area, dki jakarta’s distinct needs of the community will continue to grow every day, so it takes a variety of ways to survive. either by working or doing various activities that can make money. however, it is undeniable that the unemployment problem is a serious matter. therefore, many efforts are needed, one of which is by developing smes that are useful for creating jobs to meet the needs of the community. the current definition of opportunity is still highly fragmented in extant research (guo et al., 2017). following research that links opportunities for developing new forms of business, the research defines opportunities as ideas that have the potential to be developed into a form of business (vogel, 2017), three dominant views exist to explain the nature of opportunities, there are recognised, discovered, or created (chang & chen, 2020). among these three views, the view of finding opportunity recognition is the most relevant for the research. thus, based on the view of the findings, the research explains the recognition of opportunities as individual efforts in finding and identifying opportunities (gielnik et al., 2012). the recognition of opportunities has debated as a pivotal contributor to competitive advantage and superior performance (rua et al., 2018). because of their small responsibilities, smes depend heavily on opportunities for survival and success (kasiri et al., 2017). for example, previous research has shown that smes cannot survive and succeed if they do not proactively seek and recognise opportunities (roundy et al., 2018). thus, the introduction of opportunities has a massive impact on sme performance (kokkonen & ojanen, 2018). nonetheless, smes often experience obstacles in achieving performance effects from the introduction of opportunities. some experts argue that the limited supply of resources from smes limits their ability to match the value of recognised opportunities and inhibits the benefits of recognition of opportunities. others argue that smes rely heavily on acquiring external resources to capture recognised opportunities, but they are often at a disadvantage in competing for external resources. as such, they may fail to exploit the opportunities and benefits recognised from the recognition of opportunities. although these scholars have different explanations, they agree that the introduction of opportunities does not guarantee superior performance. conversely, smes must take on activities to translate recognised opportunities into superior performance (teece, peteraf, & leih, 2016). smes, in term of getting superior performance must-have the capability that all activity within an organization can create superior performance. organisational capability is a collection of resources that display tasks or activities integrally. usually, the organisational capability is determined based on two approaches: (1) functional approach and (2) value chain approach. both approaches are widely used by organisations to shape organisational capabilities. however, it is essential to note that capabilities can only form if there is cooperation between various resources within the organisation. in complex organisations, capabilities affect the organisational hierarchy structure. the higher the capability level, the more integration between capabilities will be. organisational capability is a resource that is relatively quite challenging to transfer due to resources that are group rather than an individual (bismo, halim, & erwinta, 2021). organisational capability as an organisational capacity to mobilise resources uses organisational processes to influence desired goals. this definition has two main features. first, the capability is an attribute of an organisation that allows it to exploit existing resources in implementing the strategy. second, the primary purpose of capabilities is to increase the productivity of other resources that the organisation has. the resources intended here are financial, physical, individual, and organisational capital attributes that are the organisation's authorised capital. organisational capability emphasises the critical role of strategic management in inappropriate adaptation, integration, and internal reconfiguration and organisational skills, resources and functional competencies so that there is conformity with environmental changes (walter, 2020). the organization needs to possess the capability because the ability has identified as one of the primary sources for competitive generation and development. uncertainty and environmental changes are the reason the capability must be owned by the organization to develop essential prerequisites quickly to retain a competitive advantage. business model innovation (bmi) was first introduced in 1960 by jones in an academic journal. it regains popularity in the year 2000 onwards because of the business model and how changes in the business environment discussed in the internet context (anand & mantrala, 2019). business model innovation is defined as how companies interact with business partners and consumers. it can also be defined as an innovative way to create and shape value or value proportion. business model innovation is the implementation of a new business model for the company itself. thus, it can be concluded that business model innovation is a new way to improve and increase value proportion through many aspects, 37the effect of opportunity recognition.... (hendry hartono; reeya ardini) namely with partners and consumers. business model innovation introduces new steps for doing business (carayannis, sindakis, & walter, 2015). creating a business model can disrupt dynamic markets by challenging developing markets (pucci, nosi, & zanni, 2017). business innovation is very dependent on technology or the product itself to distinguish the value of the company. these aspects are elementary to copy and are promptly defeated. it concluded that business model innovation is very good for penetrating new markets and to defeat competitors because in an innovation business is very important. incorporating a business model innovation into a business model is very important, but innovation itself is straightforward for competitors to emulate (anand & mantrala, 2019). smes in indonesia, especially in dki jakarta, need a specific solution that makes sure that they can survive in the future. survival can be determined with a performance perspective and could determine the ability to make money, besides the impact of successful sme in creating jobs and servicing the community. it is not enough to measure sme performance only from a financial perspective because the financial perspective has weaknesses, namely historical so that it is only able to provide measurements of management performance and cannot improve the company towards a better direction. the financial perspective measurement from oriented to measure operation management at smes, and the focus is less directed towards management strategy. in the journal "entrepreneurs use a balanced scorecard to translate strategy into performance measures" states that we can use the balanced score card to measure the performance of smes (chong et al., 2019; malagueño, lopez-valeiras, & gomezconde, 2018). balanced score card can be used as a complete measurement of performance and does not measure only from a financial perspective, but from other perspectives as well as customers, internal business processes, learning and growth. if measured from these four perspectives, the company will move towards a better direction. furthermore, the balanced scorecard also functions as a critical performance indicator, which is a measurement of company performance on critical success factors. the balanced scorecard can help owners of smes to focus more on critical success factors and focus on other nonfinancial areas. the balanced scorecard is a method of evaluating company performance by considering four perspectives to measure company performance, namely: (1) financial perspective, (2) customer perspective, (3) internal business process perspective, and (4) learning and growth perspective. ii. methods the research applies a quantitative research in which the deductive process that exposes from the general explains the thing. the aim of the research is to determine the cause-and-effect relationship among two or more variables and the level of dependence between these variables. time horizon used in the research is one shot cross-sectional (sekaran & bougie, 2013), where the data take is one time and once a time. variables are divided into two, namely the independent variable or independent variable (x) and the dependent variable or dependent variable (y). in the research, the independent variables are opportunity recognition (x1) and organizational capability (x2), and the dependent variable is sme performance (y), while the moderating variable is business model innovation. the population of the research is all smes in the jakarta area, and the total population is unknown with certainty; the recommended number of samples with such conditions is to use a convenience sampling technique. the ease of sampling technique is a sampling technique where researchers select by filtering out existing questionnaires using the estimated average value. the calculation of the number of samples for the research is: 96,04, with the value of α = 0,05, then the value of z 0,05 = 1,96. the research obtains a minimum number of random samples of 96 respondents with a confidence level of 95%. in conducting the research, researchers used data from 100 respondents, adding the number of respondents intended to get more generalized research results. according to previous studies about sme performance, the research requires knowing about how business model innovation moderates the relationship between opportunity recognition, organizational capability, and sme performance are presented in figure 1. figure 1 research model from the research model presented in figure 1, two hypotheses is formulated and tested: h1: business model innovation moderates the relationship between opportunity recognition and smes performance. h2: business model innovation moderates the relationship between organization capability and smes performance. 38 the winners, vol. 23 no. 1 march 2022, 35-41 iii. results and discussions test results indicate that all the 30 indicators are valid (above rtable 0,16) and reliable (above 0,6 of cronbach’s alpha), thus can proceed to the next step of the analysis. table 1 reliability test variable cronbach’s alpha remark opportunity recognition 0,805 reliable organization capability 0,763 reliable business model innovation 0,777 reliable sme performance 0,698 reliable majority of 100 respondents in the research were male (52%), while 57% of respondents have been in business for more than ten years. there are eight creative business sectors, 41% in the culinary business sector and 26% in the craft business sector. 43% of respondents do not have a legal business entity, and 57% already have legal business entities. 57 % of business has workers between 5-19 persons. opportunity recognition (x1) has two dimensions, namely opportunity identification, and opportunity discovery. these two dimensions are divided into four indicators. table 2 describes the indicators for opportunity recognition (x1): table 2 descriptive analysis of opportunity recognition dimension indicator mean mean per dimension opportunity identification adaptable to customer preferences 3,80 4,00 proactive approach 4,20 opportunity discovery interaction 4,01 4,09 personalized idea 4,17 average value of mean opportunity recognition 4,05 the average value of mean opportunity recognition (table 2) is 4,05, which means the results of respondents' responses to statements about opportunity recognition are agreed. the result shows that the respondents of small and medium enterprises (smes) understand the importance of opportunities in business. with the highest mean (mean) on a proactive approach with a value of 4,20, which is means most respondents agree that they find ideas for their business based on the experience they have. nevertheless, the lowest mean (mean) in adaptable to customer preferences is 3,80, which is means that most respondents entirely agree to adapt their products to the wishes of the community. therefore, respondents considered that they obtain their ideas from their experience for business. table 3 descriptive analysis of organisation capability dimension indicator mean mean per dimension knowledge competitive capability 4,17 4,13 cooperation alliance 4,09 skill skill 4,17 4,17 experience 4,17 valuable physical assets 4,09 asset human resource assets 3,09 3,77 organizational assets 4,14 average value of mean variable organization capability 4,02 as seen in table 3, the average value of mean organization capability is 4,02, which means the results of respondents' responses to the statement about the overall organization capability are agreed. these show that the owners of small and medium enterprises (smes) understand the importance of capability in business. with the highest mean at competitive capacity, skill, and experience with a value of 4,17, most respondents agree that they can compete, and have adequate skill and the expertise to develop business. nevertheless, the lowest mean in human resource assets with a value of 3,09 means that most respondents entirely agree they have competent human resources. it can be concluded that respondents are confident that they have excellent skills, expertise to develop businesses and compete. however, skillful workers are required. the average value of mean business model innovation (table 4) is 4,01, which means the results of participants’ responses to statements about the overall business model innovation are agreed. the owners of small and medium enterprises (smes) understand the importance of innovation in business. with the highest mean in target customer and revenue mechanism, with a value of 4,17 which means most respondents agree that they have chosen the right customers and they know all the income in their business. nonetheless, the lowest mean is that core competence is 3,19, which means that most respondents agree that they provide the services that customers need. they run businesses providing advantages that customers choose over 39the effect of opportunity recognition.... (hendry hartono; reeya ardini) competitors. it is concluded that respondents believe that they have chosen the right customer, and they are aware of their business income. however, they lack of knowledge on how to gain an advantage among competitors. table 4 descriptive analysis of business model innovation dimension indicator mean mean per dimension value offering innovation target customer 4,17 4,08 product offering 4,09 positioning 3,99 value architecture innovation internal value creation 4,09 3,83 core competence 3,19 external value creation 4,02 distribution 4,01 revenue model innovation revenue mechanism 4,17 4,13 cost mechanism 4,09 average value of mean business model innovation 4,01 table 5 descriptive analysis of sme performance dimension indicator mean mean per dimension financial perspective growth 4,17 4,13 sustainability 4,09 customer perspective market share 3,99 4,01 customer retention 4,14 customer satisfaction 4,13 customer profitability 3,80 business internal process perspective innovation 4,20 4,14 operation 4,08 learning and growth perspective human capabilities 4,07 4,05 information system capabilities 4,08 motivation 4,00 average value of mean sme performance 4,08 the average value of mean sme performance (table 5) is 4,08, which means the results of respondents' responses to statements about sme performance overall tend to agree. these show that the owners of smes understand the importance of performance in business. the highest mean is growth, with a value of 4,17 which means most respondents agree that profit growth is the most important thing. nonetheless, the lowest mean is customer profitability with a value of 3,80. most respondents agree that they are trying to dominate the market. it is concluded that respondents think that profit growth is the most important thing. initial testing upon by using spss version 22 to test the hypothesis: h1: business model innovation moderates the relationship between opportunity recognition and smes performance based on figure 2, the opportunity recognition obtains a β value of 1,589 with a p value of 0,000, so opportunity recognition influences the sme performance of 1,589 significantly. opportunity recognition which is moderated by business model innovation has a β value of 0,657 with a p value of 0,000. with an β effect of business model innovation of 0,18 and a p value of 0,000, so opportunity recognition moderated by business model innovation affects sme performance by 0,657 significantly. figure 2 regression result hypothesis 1 the opportunity recognition obtains a β value of 1,589 with a p value of 0,000, so opportunity recognition influences the sme performance of 1,589 significantly. whereas in figure 2, opportunity recognition which is moderated by business model innovation has a β value of 0,657 with a p value of 0,000, an β effect of business model innovation of 0,18, and a p value of 0,000. thus, opportunity recognition moderated by business model innovation affects sme performance by 0,657 significantly. opportunity recognition has a strong influence on sme performance. however, the effect of opportunity recognition has decreased to sme performance when business model innovation is moderate. in other words, business model innovation weakens the influence between opportunity recognition variables on sme performance. the performance decrease is caused by the lacking capability of sme to adapt to customer preferences (table 2). h2: business model innovation moderates the relationship between organization capability and smes performance. 40 the winners, vol. 23 no. 1 march 2022, 35-41 figure 3 regression result hypothesis 2 based on figure 3, the organisation capability gets a β value of 0,479 with a p value of 0,000, so that organisation capability significantly influences sme performance by 0,479. organisation capability moderated by business model innovation obtains a β value of 0,724 with a p-value of 0,000, an β effect of business model innovation of -0,001, and a p value of 0,890. hence organisation capability moderated by business model innovation affects sme performance of 0,724 significantly. it is concluded that organisation capability has a strong influence on sme performance and business model innovation can significantly strengthen the influence of organisation capability on sme performance. iv. conclusions smes is doing the opportunity recognition so it can see new opportunities in line with high market demand since building an sme without seeing any market opportunities will have an impact on sme performance. some existing sme performance measures indicators such as market share and adequate finance. it is believed that the sme performance will be better if a large market share and adequate finance are provided. therefore, the research finds that opportunity recognition has a significant effect on sme performance. organisation capability influences on sme performance due to achieving good sme performance following the objectives of smes. it requires strategies or ways of using all resources owned effectively and efficiently because, if the resources owned are not optimised or in other words, not appropriately utilised, the performance of the sme decreases. business model innovation weakens the effect of opportunity recognition because smes in indonesia remains lacking knowledge on how to apply business model innovation on opportunity recognition. the questionnaire shows that respondents disagree with product adaptation to consumer desires, where smes in indonesia still focuses on looking for opportunities. business model innovation strengthens the effect of organisation capability on smes performance, and this is by applying innovations to products and processes, in line with the organisation capability where the ability to exploit the resources properly possessed smes itself. based on the questionnaire results, most respondents agree that they could compete by having adequate skills and the expertise to develop their business. the excellent company skills will bring good business models, and profitable business models will help an organization to achieve optimal performance. the research has several limitations that create opportunities for future research. in fit primer, this research selects respondents limited to the dki jakarta area, making it possible for respondents to be in a wider area to obtain more accurate results. second, the questionnaire is obtained from the owner of the sme. therefore, future research can be carried out by applying a longitudinal survey to be able to capture the impact and the relationship between operational recognition, organizational capacity, and innovative business development. references anand, d. & mantrala, m. 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(2020). organizational agility: ill-defined and somewhat confusing? a systematic literature review and conceptualization. management review quarterly, 71(1), 343-391. https://doi.org/10.1007/ s11301-020-00186-6 microsoft word 07 suria sulaiman_edit_setting 196 journal the winners, vol. 12 no. 2, september 2011: 196-203 customer awareness and behavior intention towards the use of halal logo on restaurants sabainah bachok1; nurfattaniah jamalluddin2; aliffaizi arsat3; aslinda mohd shahril4; suria sulaiman5 1, 2, 3, 4faculty of hotel and tourism management, universiti teknologi mara shah alam, malaysia 4faculty of hotel and tourism management, universiti teknologi mara penang, malaysia abstract the trend of eating out leads the food service industry to the needs of managing customers and making sure that all their needs and preferences can be fulfilled. the certification and recognition of establishment also becomes the in thing in hospitality industry, which includes the certification of halal, haccp, and iso. establishment with certification is useful as a marketing strategy to attract more customers. this study discusses the level of customer awareness of towards the halal logo used in some restaurants which is carried out to give evidence to restaurant operators regarding the importance of attaching the genuine halal logo in their restaurant. from the findings, it is showed that customers are do aware of the use of halal logo on restaurants. it is also a factor in choosing a restaurant. it is concluded that halal logo is one of the main factors for customers in choosing restaurants which in return can be a main strategy to attract and retain more customers in the future, not only for the local customer but also to foreigners. keywords: halal logo, restaurant, awareness abstrak kecenderungan makan di luar membawa industri jasa makanan pada kebutuhan mengelola pelanggan dan memastikan bahwa semua kebutuhan dan preferensi mereka dapat terpenuhi. sertifikasi dan pengakuan pendirian juga menjadi sesuatu yang populer dalam industri perhotelan, yang meliputi sertifikasi halal, haccp, dan iso. pembentukan dengan sertifikasi ini berguna sebagai strategi pemasaran untuk menarik lebih banyak pelanggan. penelitian ini membahas tingkat kesadaran pelanggan terhadap logo halal yang digunakan beberapa restoran sebagai bukti untuk pengelola restoran tentang pentingnya melampirkan logo halal asli di restoran mereka. temuan-temuan menunjukkan bahwa pelanggan benar-benar pedui akan logo halal di restoran yang juga merupakan faktor dalam memilih restoran. dapat disimpulkan bahwa logo halal adalah salah satu faktor utama bagi pelanggan memilih restoran yang berimbas menjadi strategi utama untuk menarik dan mempertahankan lebih banyak pelanggan baik local maupun asing di masa depan. kata kunci: logo halal, restoran, kepedulian customer awareness..... (sabainah bachok; dkk) 197 introduction tourism malaysia has becomes one of the industries that generate high income to our country. to increase more income, our government has to attract more tourists to malaysia. becomeing a global halal hub, malaysia have a capability to advance any research development and technology that creates products with more complex and scientific ingredients. thus, having the halal logo for food products is a necessity. this study is also carried out to find: (1) the level of customer’s awareness towards halal logo on restaurants; (2) the importance of halal logo as a marketing tool to attract more restaurant customers. it will explore the relationship of these variables and investigate the significant impact towards the restaurant industry. literature study halal nowadays, issue halal and haram food become a hot topic discussed because the food will be taken into their body. this is true because all moslems must find and eat the acceptable and good food (arsat, 2009). the term halal is from (halla). halal food is the food which is prepared, stored, manufactured, slaughtered and served in a manner required by the sharia. the term haram is originated from arabic word which means prohibited or unlawful. haram food and drinks are absolutely prohibited by allah. eating haram food is forbidden for every moslem. the ingredients and the preparation of the food must be permitted based upon islamic teachings. the equipment used in preparing and processing the food must be in the islamic point of view; the food is stored and served in a manner required by sharia. according to islamic food and nutrition council of america (ifanca), agriculture and agri-food canada (2006), and jabatan kemajuan islam malaysia (jakim, 2007), halal is an arabic word means lawful and permitted. the opposite of halal is haram, which means unlawful or prohibited. these three organizations agreed that halal and haram are universal terms applied to all facets of life. however, these terms are used mostly in relation to food products, food ingredients and food contact materials and other aspects of life such as appearance items. in a simple description as indicated by yaakob che man et al (2007), halal is referred to as permissible based on sharia (islamic law) perspectives. however, the term toyibbah is referred to being good or wholesome, with respect to quality, safety, hygiene, cleanliness and nutrition and authentic science. while many items are clearly halal or clearly haram, there are still some “unclear” things which has not been determined as halal or haram. these kinds of items are considered to be questionable or of being of a suspicious nature. when there is uncertainty, the item is referred to as being questionable or referred to as mashbooh (ifanca, 2007; jakim, 2007). halal logo restaurant and food which are in compliance with islamic dietary laws are sometimes marked with the symbol registered to the department of islamic development, malaysia. it signifies that the food served is fit for moslem consumption. the symbol is known as “halal logo” (figure 1). 198 journal the winners, vol. 12 no. 2, september 2011: 196-203 figure 1. the halal logo applied in malaysia (bin abdullah, 2010). sadek (2001), states that the desire among moslem consumers to eat only halal food made it incumbent upon malaysian government to enact laws, procedures, and guidelines with regards to halal good, the passage of trade description (use of expression “halal” ) order. 1975 and trade description act (halal sign marking ) 1975 makes it an offence to falsely label the food as halal, also for the use of the halal sign on the specific food products when actual sense it is not. plus, under section 3 it is mentioned that if a company or person who does not apply the halal meaning and procedure but put the halal logo at their restaurant or products will be considered as a criminal. zulkifli (2008) also mentioned about the food act 1983 that stipulates an offence is for any person to prepare, pack, label or sell food in any false, misleading or deceptive manner as to its character, nature, value, substance, quality, composition, merit or safety strength, purity, weight, age, origin and proportion. although this act does not mention any abuse or illegal use of halal, but it does concern the misleading or deceptive acts in which a product is marked as ‘halal’ when it is not. the food regulations 1985 states that food containing beef or pork or its derivates, or lad, should be written on its label (ramli & ibrahim, 2008). in malaysia, restaurants are identified by the recognition given by the authority. the guidelines are prepared by the ministry of health for restaurant operators. grade a and b show that the premises have achieved the standard of cleanliness, sanitation and high quality of food. as grade c shows that there are still needs for improvement in terms of the quality. inspections will be conducted every three months to make sure that the operator maintain the quality, cleanliness, hygiene and sanitation in the restaurant (jabatan kesihatan negeri sembilan). halal logo and customer behavior the ethnic and religious diversity in malaysia has encouraged the food industry to prepare products which are suitable to different groups that can fulfill the consumer needs. clearly, halal is a big and the ‘in’ thing in malaysia. as reported by chang (2006), the malaysian government is encouraging local food manufacturers and operators to expand their exports and take opportunity of the usd 500 billion global halal foods market. malaysia’s halal standards are widely recognized in the moslem world. according to (habibah abu talib, khairul anuar mohd ali, & khairur rijal jamaluddin, 2008), halal food covers all aspects in term of quality and safety of food, health and also nutrition. amat sumali (2006) states that by getting halal products certified by jakim, manufacturers and producers are getting the assurance that their ingredients, preparation, processing, hygiene and sanitation procedures do not only meet the halal standards, but also be consistent with haccp and other established quality assurance standards. customer awareness..... (sabainah bachok; dkk) 199 from the moslem consumer perspectives, products with halal logo are much more meaningful and crucial compared to those with international organization for standard (iso) recognition or similar certification to produce and provide halal foods. as reported by bernama (2009), the uncertainty of halal status is seen as one the main reasons why moslems in malaysia or japan are not motivated to have their meals in japanese restaurants or foodstuff. this situation might be difference once japanese chain stores or restaurants applied for the halal logo certificate, (arsat, 2009). problems arise when there will be varieties of people, ethnic and background to be served by restaurants in malaysia. the use of halal logo on restaurants in malaysia will be questioned as if it can increase the number of customers. looking at the past literature, it can be concluded that certification of a restaurant do have a positive relationship towards purchase behavior. the increasing level of awareness towards cleanliness and halal food is seen as a pushing factor for a restaurant operator to get a certification and build their good reputation in the customer’s eyes. by doing this, the restaurant can generate more income for the restaurant and at the same time gain the trust of the customer’s to dine-in the restaurant. method research design based on the purpose of this research, a study framework is developed as below (gambar 1): the method of measurement used to collect data is survey. the instrument used is questionnaires distributed to four universities in malaysia: university teknologi petronas (utp), university sains malaysia (usm), universiti teknologi mara (uitm), and university kebangsaan malaysia (ukm), focused on the international students in the universities. the four universities completed this questionnaire with implementation of halal logo and certification in this country. these universities were selected as they have the highest number of international moslem students. from 600 copies of the questionnaires distributed only 515 questionnaires were received back. each subject from the sample is a foreigner student who came from asia, south africa and also middle east. all of them have different ethnic background. the targeted population is all of the students from the four univeristies while the targeted sample is the foreigner students from the four universities. the reason the researchers choose foreigner students as the sample for this study is because they spend more time in the country. undergraduate programs offered in that university requires them to spend 4 years to complete the study. meanwhile, the postgraduate programs take two years of study. it is believed that the targeted sample has more understanding about the halal logo and requirements since malaysia is known as one of the islamic country in south east asia. the survey consists of the respondent’s background, general information about the halal logo and the respondent’s understandings about the use of halal logo on restaurants. the interitem consistency reliability or the cronbach’s alpha reliability coefficient of the variables was obtained. the result is .812 which means that all the variables are positively correlated. in other word, .8.12 range are consider good, the respondents understand what it is about, which is question are very clear and easy to understand. perhaps in future, this questionnaire will be used in future and give an effective and efficiency result. halal logo • customer’s awareness • customer’s behavioural intention 200 journal the winners, vol. 12 no. 2, september 2011: 196-203 results and discussion to achieve all the objectives of this research, the relationship between the two variables, was tested through conducting hypothesis testing. the entire item is tested with the cross tabulation (p<0.05) to find the correlation between two variables. the results for hypothesis testing are shown in table 1 and table 3. hypotheses 1: there is a relationship between customer’s awareness towards the use of halal logo in the restaurant. since both variables are nominal, a chi-square test (x²) was done. the results of which are shown in the output 1. it is related because .000 is less than .05 significant mean (p=.000<.05). there is a relationship between the awareness of customers towards the use of halal logo on restaurants. hypotheses 2: there is a relationship between halal logo and behavioural intention. to interpret this data, a chi-square test (x²) (table 2 and 4) is done, where the results are shown in table 3. the cross-tabulation indicates that the total number of respondents who identify the halal logo implementation have a strong relationship with the performance of the restaurants. it may be seen that the x² value of 19.257 with four degrees of freedom, (df) is significant. the variables are related because .000 is less than .05 significant mean (p=.000<.05). the null hypothesis is rejected. thus, there is a strong relationship between the important of halal logo and restaurant development. tabel 1 customer awareness of the use of halal logo in the restaurant know_logo * logo_quality crosstabulation count logo_quality total disagree neutral agree strongly agree know_logo yes 14 37 351 63 465 no 8 0 27 0 35 total 22 37 378 63 500 tabel 2 chi-square tests value df asymp. sig. (2-sided) pearson chi-square 36.677a 3 .000 likelihood ratio 30.265 3 .000 linear-by-linear association 17.778 1 .000 n of valid cases 500 a. 3 cells (37.5%) have expected count less than 5. the minimum expected count is 1.54. customer awareness..... (sabainah bachok; dkk) 201 table 3 implement halal logo towards restaurant’s performance important_logo * logo_development crosstabulation count logo_development total neutral agree strongly agree important_logo yes 15 263 154 432 no 68 0 0 68 total 83 263 154 500 table 4chi-sq uare tests value df asymp. sig. (2-sided) pearson chi-square 395.415a 2 .000 likelihood ratio 319.202 2 .000 linear-by-linear association 225.714 1 .000 n of valid cases 500 a. 0 cells (.0%) have expected count less than 5. the minimum expected count is 11.29. after the interpretation from the dependent and independent variables, all results are gathered to distinguish the relationship of both variables and relate it with the research objectives and research questions. looking at the results, it showed that there are significant relationships between all the variables in the study. it is not surprising because the food industry is an evergreen industry and the halal food is the latest trend in the world market. on that issue, customers’ demand for halal food is increasing not only in the islamic countries but also in europe and america. taking into account, the increasing of halal product markets, especially food, the malaysian government intends to make malaysia a regional halal hub. therefore food manufacturers in malaysia should take this opportunity to increase the country’s halal products for export purpose. there is a strong relationship between awareness levels among customer with halal concept itself. the consumers especially moslems are aware of the halal concept and the elements of halal logo which includes the recognition of malaysia as the world’s halal hub, the standardization of halal logo, the cleanliness of equipment and facilities in the restaurant, and also the quality of food served. when the elements are positively correlated, it shows at the degree of respondents’ awareness about halal is good. it is not only looking at the aspect of halal foods but also the cleanliness aspect, the food quality aspect and also the authorization from local government. nowadays, halal food industry are not only restricted to moslems, but also to christians, jews and others because halal food guarantee the safety, nutritious unharmful containing values. halal food products are quickly gaining worldwide recognition as a new benchmark for quality and safety assurance. food products that are halal-certified are readily acceptable by moslem consumers due to the concept of halal that is wholesome, as required by sharia, and covers aspects of hygiene, safety and sanitation. these attributes appeal to non-moslems as well. nowadays, halal food industry is the fastest growing global business across the world. the reason customer can recognize the logo is because they can found the logo itself back in their country. 202 journal the winners, vol. 12 no. 2, september 2011: 196-203 they have basic education about the halal industry. they perceived that restaurants with halal logo are clean and attractive. the workers at the restaurant should be neat, well dressed and were educated with halal concept. tourists also perceive that halal logo comprises haccp, good hygiene practice and good manufacturing practice. this is one of the reasons of non-moslem customers look in halal food. they believe that halal concept guarantees food quality and health assurance. in addition, halal logo provides consumer assurance which allows them make informed choice of their purchase. it is because halal logo refers to the examination of food process in its preparation, slaughtering, cleaning, storing, transportation and also management practice. due to recognition of malaysia as the world’s halal hub, halal concept is appled to all stage of processing. therefore, consumers especially tourist are very confident, enjoy eating and spend more time in malaysia. halal logo is also a factor in choosing a restaurant to dine-in. this is shown through the relationship of halal logo towards behavioural intention. the restaurant’s performance will increase due to halal implementation. the data provided that the restaurant will gain more profit because nowadays demand of halal food are boost. the research notes that demand of halal food are not consider to moslem consumers but also those from different race or ethnic in all over the world. it also is a competitive advantage as manufacturers can use it as marketing tool to secure bigger market share as halal food is suitable for both moslem and non-moslem. what most important is that the implementation of halal logo itself provides information of the products served in restaurants that implement it. limitations and future research this study is utilized on a small sample size; only four universities in malaysia participated in. as for the scope of study, it only focused on the factors, constraints and the impacts on implementation of the halal logo and certification based on the international students point of view. the results obtained only reveal minor aspects of the whole restaurant operations. despite of these limitations, some useful insights and information related to the implementation of halal logo and certification are obtained. therefore, in the future, it is recommended for potential researchers to look into the same aspects, plus some extra elements such as the processes and the procedures, both from the manager’s and employee’s perspectives. the same framework can also be applied to other samples of customers, and comparison can be made in terms of local and international customer. it is recommended to analyze the impact and awareness of halal logo in terms of customer’s background which will contribute more in terms of theoretical and practical in hospitality industry. conclusion as malaysia, a multi-religious country with islam as the official religion, provides a solid platform for an efficient system for the certification of halal food in relation to foodservice operation and a strong base for halal food industry, which results a big business for halal food. this study proves that there is a relationship between customer’s awareness towards the use of halal logo in the restaurant as well as proves that there is also a relationship between halal logo and behavioural intention. however, the implementation of halal concept in malaysia has not optimized, as it needs proper and professional management. there are still more food manufacturing sectors which must understand the implementation of halal concept to meet the demands of the local moslem population as well taking the opportunity of the lucrative moslem market all over the world. customer awareness..... (sabainah bachok; dkk) 203 references abdul talib, h. and mohd ali, k. a. (2009). an overview of malaysian food industry: the opportunity and quality aspects. pakistan journal of nutrition, 8 (5), 507-517. abu talib, h., mohd ali, k. a., jamaluddin, k. r. (2008). quality assurance in halal food manufacturing in malaysia: a preliminary study. international conference on mehanical and manufacturing engineering 2008. agriculture and agri-food canada (2006). halal food products: market report. retrieved on april 11, 2009, from http:atn-riae.agr.ca/asean/4282_e.pdf. arsat, a. (2009). the implementation of halal logo and certification towards restaurant performance. universiti teknologi mara, penang, malaysia. bin abdullah, mohd. amri. (2010). halalkah bak kut teh?. retrieved on september 28, 2011 from http://beritahalal.wordpress.com/. chang, j., (2006). malaysia exporter guide annual 2006. usda foreign agriculture service. washington dc. department of islamic development malaysia (jakim). halal jakim portal. retrieved april 20, 2009, from http://www.halal.gov.my/index.php department of islamic development malaysia (jakim). jurnal halal. putrajaya, malaysia: department of islamic development malaysia. department of islamic development malaysia (jakim). manual procedure of halal certification malaysia. putrajaya: malaysia. islamic food and nutrition council of america (ifanca). what is halal? retrieved on april 23, 2009, from http://www.ifanca.org/halal/. sadek, m. (2001). the halal food industry in the face of globalization. paper presented at the 1st meeting of halal food council, bali, indonesia. sumali, a. (2006) halal – new market opportunities. proceedings at the 9th efficient consumer response (ecr) conference. retrieved on july 29, 2009 from http://www.islam.gov.my/portal/lihat.php?jakim=2140 yaakob che man, bojei, j., sazli, a. q., and abdullah, a. n. (2007). halal hub opportunities. proceeding in the 4th asian livestock and feed industry conference 25 october 2007. kuala lumpur. retrieved on june 7, 2009 from http://www.livestockasia.com/conference_paper/slide/yaakob.pdf zulkifli, m. i. (2008), food quality and safety system: an investigative study into the hazard analysis critical control point (haccp) adoption in the small and medium-sized food manufacturing enterprises (smes). unpublished master thesis. universiti teknologi mara, malaysia. microsoft word 05_mn_menara simanjuntak_ok.doc analysis, reconstruction ... (menara simanjuntak; haryadi sarjono) 127 analysis, reconstruction and establishment of tourist destinations in toba samosir, north sumatera, indonesia menara simanjuntak; haryadi sarjono management department, school of business management, binus university menara0110@yahoo.com; haryadi_s@binus.edu abstract this study aimed to provide inputs for local government of toba samosir (tobasa) in preparing strategic development plan of tourist destinations in district tobasa. this study is a qualitative approach through in-depth interviews and feedback from forum discussion groups with participants representing community leaders, indigenous peoples, governments and travel business. total participants are 15 people collected on june 1, 2012 at balige government office. discussion forums formulated nine locations of tourist destination spread in toba samosir. as result this research, we formulated four strategic plans with tactical plans; (1) specifying and establish the location of tourist destinations in the district tobasa; (2) submitting plans to the government budget or through the budget of tobasa district in five years starting in 2014 to follow; (3) conducting government financing for infrastructure development and tourism industry participation; (4) doing tourism and cultural promotion. we found limitations for the plan. some of them were: the low budget provided by the district government so that we expected supports from domestic investors to accelerate tourism development in the area. most activities were proposed under the action plan of both tobasa district government and north sumatra government.. keywords: tourist destination, tourism strategies, tourism stakeholders, sustainable tourism abstrak penelitian ini bertujuan untuk memberikan masukan bagi pemerintah kabupaten toba samosir dalam mempersiapkan rencana pembangunan strategis tujuan wisata di kabupaten tobasa. metodologi penelitian ini melalui pendekatan kualitatif dengan wawancara mendalam dan rumusan dari kelompok forum diskusi dengan peserta yang mewakili tokoh masyarakat, pemerintah dan kalangan industri pariwisata tobasa, perguruan tinggi berjumlah 15 orang pada 1 juni 2012 bertempat di kantor kabupaten tobasa, balige. forum diskusi merumuskan sembilan lokasi tujuan wisata yang tersebar di toba samosir. tim telah merumuskan empat rencana strategis dengan rencana taktis sebagai hasil penelitian ini, yaitu: (1) menentukan dan menetapkan lokasi tujuan wisata di kabupaten tobasa; (2) menyerahkan rencana untuk anggaran pemerintah provinsi atau melalui distrik anggaran tobasa lima tahun mulai tahun 2014 yang akan datang; (3) melakukan pembiayaan pemerintah untuk pembangunan infrastruktur dan partisipasi dari industri pariwisata itu sendiri; (4) melaksnakan promosi budaya. keterbatasan yang dihadapi adalah anggaran apbd provinsi sehingga mengharapkan investor domestik untuk mendorong percepatan pembangunan pariwisata di daerah ini. sebagian besar kegiatan diusulkan melalui rencana aksi tobasa dari instansi pemerintah kabupaten lintas sektor dan pemerintah provinsi. kata kunci: tujuan wisata, strategi pariwisata, budaya dan adat, stakeholder pariwisata 128 journal the winners, vol. 13 no. 2, september 2012: 127-134 introduction tobasa district used to cover the area of toba and samosir. further development after samosir island became a separated district, the district tobasa keep using it as an effort to keep the name in memory of the historical relationship. administrative region government was toba samosir in 2009 consisted of 16 districts with 203 villages and 13 urban villages. the population of toba samosir in 2009 was 175. 325 people with 39.339 households. the population density in 2009 was 86.7 people/km. the people are part of the tribe of batak toba. christian is the majority religion. toba samosir located at 20.03"-20.40" north latitude and 98.056"-99.040" east longitude, on the east side of lake toba, a distance of 340 km from kualanamu international airport, medan. balige is the capital of tobasa distric. the land area of tobasa is 2021.8 km. topographically, tobasa region is mostly hilly and mountainous. other area is lowland of rice fields around the lake surrounded by mountains. agricultural area reaches the foot of the mountains and the rest is protected forest area of 122.800 ha, while the conservation of natural forests covers 23 800 ha. the hills are mostly planted with pine trees by the forest service. however, as much as 17.708 ha of the area is deforested by fire. the remaining forests cover an area of 16.781 ha (kantor statistik kabupaten tobasa, 2010). the attractiveness of this region for tourists is the natural scenery of hills towards the lake, beach area and the air temperature is cool enough range between 15 º c to 21 º c. the surface of lake toba is approximately 850 meters above sea level. poor, there has not been any official tourist destinations publicized by the government of tobasa region. so far lake toba is the only famous as tourist destination in tobasa distric. a tourist attraction is a place of interest where tourists visit, typically for its inherent or exhibited cultural value, historical significance, natural or built beauty, or amusement opportunities. some examples are historical places, monuments, zoos, aquaria, museums and art galleries, botanical gardens, buildings and structures (e.g. castles, libraries, former prisons, skyscrapers, bridges), national parks and forests, theme parks and carnivals, living history museums, ethnic enclave communities, historic trains and cultural events. some tourist sites are known to be de facto by the people in the district tobasa because frequented by domestic and foreign tourists. the location has not been laid out and there has been no official management and no significant physical development, as well as the government has not been communicated to the local community. tobasa actually owns some potential tourism, such as adventure travel, agritourism, cultural tourism, dark tourism, garden tourism, rural tourism, safaris, volunteer travel, water tourism, museums, etc. the number of foreign tourists coming to tobasa is still very low, around 5,000 people in the year 2011, while local tourists reached nearly 200,000 people, especially on school holidays. tobasa offers history tourism at tomb of king si xii in soposurun, batak culture museums at tb silalahi centre, water resources and the swimming poll in hinalang balige, religious tourism at tomb of rev. dr. i.l.nommensen, laguboti (spreader christianity in the batak land), lake toba, lumban silintong, dark cave at liang sipege, silaen, water tourism in pangkodian and meat, tampahan, nature tourism at dolok tolong, hutaginjang and singgolom, tarabunga, tampahan, agritourism at gurgur aek raja, and village and traditional house of batak (ruma and sopo). the purpose of this study is to provide advice to the government of toba samosir to develop a strategic and technical plan for tourism development. analysis, reconstruction ... (menara simanjuntak; haryadi sarjono) 129 method this study is a qualitative approach through in-depth interviews and feedback from forum discussion groups with participants representing community leaders, indigenous peoples, governments and tourism industry tobasa. the team visit tobasa district and arranged discussions with tourism stakeholders, the house of representatives, the office of tourism, and local community leaders as well as some tourism entrepreneurs. team created swot analysis to get recommendations for tourism strategic plan in toba samosir. the data obtained directly from the information of tobasa government about the activities/ projects that have been done or will be done in 2013. results and discussion batak toba’s culture and customs tobasa society applies traditional culture of batak toba in everyday life. in terms of kinship, they rarely call people by their real names but substitute names, such as angkkang for old brother, anggia for young brothers, ito for sisters, amangtua for father’s old brother and inangtua for his wife, amanguda for father’s younger brothers and inanguda for his wife, tulang for mother's brothers and nantulang for his wife, namboru for father's sister and amangboru for her husband, ompung for grandfathers and grandmothers, and so on.   each person has a particular clan lineage. marriage is not allowed for couple under one clan, but with the inter-clan descendants. therefore, batak kinship will increasingly broad and will involve many clans. for example, a traditional wedding ceremony may involve more than ten clans, starting from si raja batak who is the first batak descent to the tenth descendants. some clans known are siahaan, simanjuntak, hutagaol, marpaung, simangunsong, napitupulu, pardede, siagian, sianipar, sibarani, sirait, manurung, silaen, tampubolon, silitonga, silalahi and so on. dalihan natolu which means three parties is the relationship with the family of brothers in one lineage, family of sisters, or with the family of the man-in-law in one lineage. under the framework of these relationships, customs of batak toba are performed starting from childbearing, marriage, ceremony of someone’s death, until ceremony of collecting the bones of ancestors. another genuine culture of batak is tortor traditional dance. it can be performed either without traditional musical instrument called gondang sabangunan or with a complete set of instrument. martumba is also a social dance performed by young people accompanied with music hasapi. batak culture art show can be performed as entertainment in the form of opera about batak stories, music, song and dance, which has existed since 1945 with duration of about 3 hours. earlier some opera groups moved from one city to another, but now the revenue was reduced due to the lower interest of public. historical dimension lake toba has been the main interest of tourist destination due to its historical and cultural uniqueness. lake toba and the surrounding topography were made happen by the great eruption of mount toba thousand years ago. it then created the samoris island surrounded by lake toba. initially, batak people lived in the mountain pusuk buhit near the lake. they are bred and crossed the lake to the samosir island. they did hunting, fishing, farming, animal husbandry and so on, which can be proved from the historical artifacts in museums. the history of batak toba and the surrounding 130 journal the winners, vol. 13 no. 2, september 2012: 127-134 territory is part of the kingdom sisingamangaraja i to xii (1200-1907). previously, they had ruled the kingdom for hundreds of years from generation to generation that can be proved by the writing, language, culture, stamp, flags, and the rules as well as arts and cultural customs that characteristic. tourism planning and development dimension department of tourism and culture of north sumatra have been developing culture and art through financing development. however, the budget is very low to be allocated to 32 districts/ cities, so the district government must rely more on his own sources. arts and culture infrastructure development includes the construction of training centers of batak toba traditional cultural arts, traditional music instruments procurement, training for prospective instructors, training for players, training for dancers, management of culture and customs performance, etc. for now the center of traditional arts and culture at region level more effectively, while at the district level cultural art workshop developed associated with the development of cultural centers in the region. toba batak cultural performance can indeed be seen briefly on the bull event each year is centered in parapat (district simalungun). due to the limited budget of the provincial government, the plan of tourism and culture development strategy must be designed in the long term, medium term and short term. the medium and long term tourism sector is expected to contribute to local revenues to improve the welfare of the people nearby the tourist destinations. community stakeholders, including governments, tourists, hosts, tour operators and other tourism-related business with must assume responsibility for ethics and code of ethics (fennell, 1999; herremans & welsh, 1999). decision-making and development process requires a multi-stakeholder involvement at all levels of planning and policy making, bringing together governments, ngos, citizens, industries and professionals in a partnership that determines the amount and type of tourism desired by the community. the stakeholders, organizations / agencies and planners together to provide information and education and outreach programs to the community, visitors, industry and other stakeholders in order to increase public and political awareness for planning and conservation of tourism resources of society (sirakaya et al, 2001 ). stakeholders must develop a system that can be monitored and adjusted with planning and management purposes. local agenda 21 is the special mandate given to local governments adopted form the 1992 earth summit in rio de janeiro as a way to move towards sustainable development (united nation). the local agenda 21 brings this commitment to the local level, allowing each community to set its own path towards sustainable development. at the local level, sustainable development is achieved by steering local development activities to obtain three objectives simultaneously: (1) increasing local social welfare; (2) obtaining greater and more equitably distributed, local economic wealth; (3) enhancing integrity of local ecosystems. analyze tourism and cultural development in district tobasa should review a variety of important dimensions to be adopted (fridgen, 2009). infrastructure dimension district tobasa owns a main road as long as 70 km. it has asphalt roads along 120 km and 200 km unpaved roads. several roads around the lake need to be widened for the bus pass, particularly the highway that traces 7-km shore of lake toba, ranging from balige to meat, tampahan. analysis, reconstruction ... (menara simanjuntak; haryadi sarjono) 131 accomodation and transportation are some of major supports for tourism industry. there are 400 rooms available for rent in balige and laguboti. 10 lodging houses are spread out in several city districts with a capacity of 500 rooms. there is also an intern ational standard resort and luxury facilities with a capacity of 50 rooms in tarabunga village, tampahan. several villages potentially serve as a cultural tourism because it still has a lot of indigenous heritage houses like ruma and sopo, although most require renovation. ruma is the official residence of the batak family, while sopo is a place to live integrated with a rice barn and the beams are made larger than the traditional house. however, there is only one on-site gazebo at pagarbatu soposurung balige. it makes difficult for tourists to get a toilet and drink water. additionally, the transportation acrossing the samosir island takes a 2-hour trip. other facilities like docks for coastal tourism destinations have been inadequate to serve boat riding. the air transportation to north sumatra was moved from polonia international airport in medan to kualanamu international airport around 10 km from medan. to get to balige, tourists need to continue with a 4-hour road trip or take another flight from polonia airport with a small plane. susy airlines serves the flight for at least 20 people with ticket price rp.300.000 per pax. tourists from malaysia and singapura can go directly to tobasa distric from silangit airport located on the border of north tapanuli and tobasa district with small planes with a capacity of 25 passengers. another alternative is through sibisa airport in parapat which borders the tobasa district using small planes. there are some golf courses nearby the airport. another potential to development is ex dai nippon airport at samosir island which can manage a 25-passenger plane after a renovation. the air transportation development is very potential to take tourists from neighboring countries such as singapore, malaysia, and thailand to lake toba. entrance of tourists by road is through parapat, rantau prapat by aek kanopan, padang sidempuan through sipirok and the sibolga seaport passing tarutung, and passing through the port of belawan, medan and parapat. tourism infrastructure also includes a variety of facilities such as restaurant, health clinics, police stations, shipping companies, international dial telephones, first aid officers (rescue team), etc. additionally, international food shall be available for international tourists who are not familiar with local food. it will stimulate the growth of culinary industry. as noted, the development of infrastructure especially road infrastructure is expected to integrate with other development targets such as the agricultural sector associated with the mission of tourism as agritourism, as well as a means of transportation between districts and villages to stimulate economic growth in the district tobasa. economic dimension tourism is an interesting industry because of its ability to create revenue, taxes, currency movements and a high turnover in various forms and the work has provided a significant economic contribution to society in various countries around the world. entering the 21st century, the globalization of capital or investment, population mobility and advancement in the field of transportation and information technology has encouraged the tourism industry into one of the largest industries in the world (sirakaya & choi, 2001). tourism sector in various countries in the world is an opportunity to earn income and foreign exchange, so that various attempts should be made by a state to invite tourists into the country. indeed, the return on investment on tourism infrastructure is in the long term, so that the local government should provide guarantees to investors, including the ease of permitting the construction of tourism infrastructure. 132 journal the winners, vol. 13 no. 2, september 2012: 127-134 the average growth of tourism industry in indonesia today is about 10 percent. foreign tourist visiting north sumatra and district tobasa are mostly from singapore and malaysia. the average expenditure of foreign tourists is usd 100 per day. if the hotel and transportation infrastructure to the destination location are sufficient to serve the tourists, it will increase the tourists’ interest to visit lake toba. tourism sector as a source of income for individuals, communities and the tourism industry is expected to remain within the context of agenda 21: sustainable tourism development which is emphasized on improving the welfare of local people. that is why intensive communication with local communities is needed so that they can immediately take their position for the tourism development in their region. in general, community involvement in the economy on small and medium scale enterprises such as building homestays, opening shops, opening restaurant, and operating transportation in the destination locations. social and cultural dimension in several lastest decades, tobasa has been familiar and accustomed to foreigners visit as tourists. many people in indonesia said that batak people are scary. however, thier hospitality in welcoming guests is very well. no wonder many foreign tourists are curious about the social life and culture of the batak people. they want to see not only the people working in the fields, but also people fishing and they want to stay in the village for a week. if there is a custom event, they want to watch from start to finish. in tomok, tourists can get offers from guides to explain the object of attention to them. in addition they also get an explanation of cultural differences in the local community with foreign countries. environment dimension tourism brings economic benefits, but leaves some negative impact on environment. an unplanned tourism will bring unwanted side effects that require conservation efforts. solution to use natural resources better devoted to people's lives better in the economic development of short and long term (richard & hall, 2000). the isues most highlighted by international council for local environmental initiatives (iclei), and, commission on sustainable development are environmental destruction at tourist destinations in the world and the absence of intensive conservations. therefore, agenda 21 brings environmental preservation campaign (fennell, 1999). the environmental problems of district tobasa are varied such as deforestation, hill fires and illegal logging, toba lake water pollution, unorganized surroundings of tourist destination, etc. lake and beach clean-ups have been done, but to eliminate the water pollution from garbage needs the cooperation with the people, which can not be managed quickly. preserving environment not only brings beautiful views, but also helps improve public’s health. marketing strategic dimension tourists can easily plan a holiday with information support from friends or the internet. one strategy to gain more interest from tourists is supporting a variety of information about holiday budgeting for consideration, such as costs for freight, lodging, meal, enterance fee, souvenirs, and shipping charges. tourists can choose to visit tobasa alone, with family or with a group with a variety of transportation means such as aircraft, cars and buses. homestay accommodation from regular hotel or resort and lodging should be wildely informed. eventually, promoting tourist destination to international market needs support from government. for example is a promotion through cultural performances to malaysia and singapore as the largest tourist source country to lake toba. analysis, reconstruction ... (menara simanjuntak; haryadi sarjono) 133 proposed strategic plans after doing a swot analysis of strengths, weaknesses, opportunities and threats of various dimensions using balance score card for determining the location of tourist destinations in tobasa, we proposed strategic and operational plans for multi years implementation as follows: first is specifing and establishing the location of tourist destinations in the district tobasa by carrying out complete coordination meetings with stakeholders, communication activities with the community of tourist destination, asking local regulations regarding the determination of the location of a tourist destination, restructuring plan in each location a tourist destination as spatial planned. second is submitting plans to the province government budget or the district budget of tobasa by the follwing processes: (1) accumulating development discussion proposals from the village, district and county; (2) consultating with the provincial planning; (3) consolidating the budget proposals with the district tobasa sector of agricultural and public construction. third is managing government financing for infrastructure development and participation of the tourism industry by the following processes: (1) implementing the development plan and consultation for develop tourist destination; (2) establishing the implementation of tourist destination development; (3) setting road construction site of tourist destination; (4) issuing permits for tourism industry infrastructure development; (5) establishing guidelines for community participation in tourism industry; (6) monitoring and evaluatiing. fourth is doing tourism and cultural promotion by the following processes: (1) building a tourism website for tobasa district; (2) joining the provincial tourism promotion on national level; (3) doing exhibition of toba batak culture in malaysia and singapore. conclusion increasing public welfare of tobasa does not enough if only rely on income from agricultural sector. meanwhile, the wealth of tobasa in other sectors such as natural, historical, social, cultural and artistic has not been managed well. tobasa communities need a breakthrough to increase thier welfare by utilizing tourism sector. tobasa goverment is suggested to build partnerships with leaders of community, religions and politic around the site of tourist destinations in planning and implementing development tourism. additonally, they should actively promote the local tourism in national and international levels. references fennell, david a. (1999). ecotourism: an introduction. new york: routledge. fridgen, joseph d. 2009, dimension of tourism. texas: culinary and hospitality industry publications services. international council for local environmental initiatives (iclei). (1999). sustainable tourism development: a local authority perspective. new york: commission on sustainable development seventh session.  kantor statistik kabupaten tobasa. (2010). kabupaten tobasa dalam angka. balige: bps toba samosir.  richard, g., and hall, d. (2000). tourism and sustainable community development. new york: routledge. 134 journal the winners, vol. 13 no. 2, september 2012: 127-134 sirakaya, jamal, & choi. (2001). developing tourism indicators for destination sustainability. the encyclopedia of ecotourism, 411–432. united nation. tourism and local agenda 21. accessed from http://www.unep.fr/shared/publications/pdf/3207-tourismagenda.pdf.  microsoft word 07_hinsa s._utang.doc analisis a debt-for-nature swap … (hinsa siahaan) 81 analisis a debt-for-nature swap sebagai alternatif mengurangi utang indonesia pada luar negeri hinsa siahaan1 abstract given the size of indonesia’s foreign debt and the rate of forest destruction, “a debt-for-nature swaps” seems an obvious solution. in these schemes, a portion of a nation’s public debt is bought by a third party at substantial discount. the debt then is cancelled. in return, the country promise to protect severall million hectares of forests. this research focused on dicussion of the possibility of the government of the republic of indonesia to reduce its foreign debt by using a debt-for-nature swap. keywords: a debt-for-nature swaps, debt, indonesia abstrak melihat utang indonesia kepada negara asing dan banyaknya perusakan hutan, “a debt-for-nature swaps” terlihat sebagai solusi yang jelas untuk mengatasi masalah tersebut. rencananya adalah, sebagian utang indoensia dibeli oleh pihak ketiga dengan diskon khusus. utang indonesia kepada negara asing itu kemudian dibatalkan. sebagai gantinya, negara berjanji untuk melindungi beberapa ribu hektar hutan yang ada. penelitian ini terfokus pada diskusi kemungkinan pemerintah republik indonesia untuk mengurangi utang luar negerinya dengan “a debt-for-nature swaps”. kata kunci: a debt-for-nature swaps, utang, indonesia 1 staf pengajar fakultas ekonomi jurusan manajemen, ubinus, jakarta journal the winners, vol. 7 no. 1, maret 2006: 81-88 82 pendahuluan pembangunan di negara dunia ketiga, termasuk indonesia, yang tidak mungkin dilakukan tanpa investasi besar-besaran (the big push theory) telah mendorong pemerintah orde baru untuk membuka kran selebar-lebarnya untuk modal asing dari luar negeri untuk diinvestasikan di indonesia. dari sejak repelita pertama 1969/70-1973/74 hingga repelita berikutnya, bahkan setelah pemerintah orde baru digantikan oleh pemerintah reformasi sekarang ini, pemerintah senantiasa menggunakan dana bantuan negara asing sebagai salah satu komponen pembangunan ekonomi. akibatnya, tidak mengherankan jika sekarang ini indonesia telah dibebani dengan utang luar negeri yang jumlahnya terus membengkak sehingga pemerintah mengalami kesulitan untuk melunasi tidak hanya pokok pinjaman tetapi juga bunga pinjaman setiap kali tiba jatuh tempo. utang yang jumlahnya sangat besar dan masih cenderung bertambah besar di masa yang akan datang telah mempersulit pemerintah untuk melakukan pembangunan ekonomi. dana yang semakin terbatas karena harus membayar cicilan bunga dan pokok pinjaman membuat pemerintah terkendala dalam membiaya kebutuhan rutin dan kesulitan dalam membiayai pembangunan. padahal, dana untuk belanja barang modal dalam jumlah sangat besar mutlak diperlukan untuk menciptakan kesempatan kerja dan menciptakan nilai tambah demi kesejahteraan rakyat indonesia. memang, mungkin saja pemerintah ‘ngemplang’ (tidak membayar) utang kepada luar negeri, tetapi itu tentunya akan menurunkan reputasi dan menghancurkan kedaulatan indonesia di mata dunia internasional. permasalahannya, apakah ada pilihan untuk mengurangi utang indonesia kepada negara asing yang cenderung meningkat selama ini? ada yang berpendapat bahwa pengurangan utang luar negeri indonesia dapat dilakukan dengan swap (a debt-for-nature swap). namun, pendapat lain mengatakan pelunasan utang dengan swap lazimnya hanya dilakukan oleh pihak swasta, oleh perusahaan multinational corporation, tidak lazim oleh suatu negara yang berdaulat seperti negara kita republik indonesia tercinta ini. ada yang pesimis ada juga yang optimis melihat swap sebagai salah satu alternatif untuk mengurangi beban utang indonesia kepada luar negeri. hal itu dapat dibaca pada media massa, seperti dikutip berikut ini. “debt swap tak efektif.” pengurangan utang melalui mekanisme debt swap dinilai belum cukup efektif mengurangi beban utang luar negeri. deputi direktur internasional ngo forum on indonesian development (infid), dian kartika sari, mengatakan dalam sejarah utang dunia, besar utang yang dikonversi dalam debt swap (sebagian utang yang dialihkan sesuai kesepakatan kreditor dan debitor, biasanya untuk pembangunan fasilitas sosial negara bersangkutan) hanya 10% dari total pokok utang dan bunga yang harus dipikul debitor. “debt swap itu terlalu sedikit dan terlalu minim. sedapat mungkin pemerintah harus mengusahakan mekanisme debt cancellation (pembatalan utang) atau debt cut (pemotongan utang)”, tuturnya kepada pers, kemarin.” (bisnis indonesia, jumat 13 januari 2006). analisis a debt-for-nature swap … (hinsa siahaan) 83 “potensi penerimaan debt swap us$500 juta” pemerintah berpotensi mendapatkan dana sekitar us$ 500 juta per tahun dari program debt swap (konversi pembayaran utang luar negeri untuk pembiayaan program tertentu di dalam negeri atas persetujuan kreditor), asalkan dapat melobi parlemen di negara kreditor yang belum memberikan fasilitas ini. sebab itu, pemerintah perlu dibantu oleh parlemen untuk melobi parlemen negara yang tidak memiliki fasilitas tersebut. mantan menko perekonomian, dorodjatun kuntjoro jakti, di sela-sela rapat kerja persatuan perusahaan air minum seluruh indonesia di jakarta, akhir pekan lalu mengatakan, guna mendapatkan fasilitas debt swap, pemerintah dapat memanfaatkan isu millenium development goals atau pencapaian tujuan milennium serta alasan, seperti jumlah penduduk besar. dia mengatakan, hingga saat ini baru baru negara eropa yang memiliki fasilitas debt swap. negara lain, seperti jepang yang menjadi kreditor terbesar indonesia, tidak dapat memberi fasilitas itu karena tidak diperbolehkan undangundangnya. “pentingnya menggalang lobi antarparlemen karena parlemen di masingmasing negara memiliki kewenangan untuk memutuskan persoalan keuangan negara,” kata dorodjatun (suara pembaruan, senin 16 januari 2006). pembahasan terlepas dari pro-kontra atau terlepas dari sikap pesimis dan optimis bahwa swap dapat digunakan mengurangi atau melunasi utang luar negeri, kajian berikut ini adalah untuk membahas sejauh mana swap agreement atau a debt-to-nature swap dapat digunakan secara efektif untuk mengurangi utang indonesia kepada pihak luar negeri. untuk itu, pembahasan dimulai dari riset literatur mengenai pengertian debt swap secara teoritis, diikuti dengan pembahasan pengertian debt natural swap dikaitkan dengan isu millennium development goals. dilanjutkan dengan kajian penggunaan debt swap berdasarkan pengalaman negara lain, dan analisis kemungkinan penggunaan debt swap untuk melunasi utang indonesia. terakhir tetapi tidak kalah pentingnya, kajian ini diharapkan menghasilkan rekomendasi yang dapat digunakan para pengambil keputusan sebagai input untuk merumuskan kebijaksanaan (policy) penanggulangan utang luar negeri indonesia. sumber utama data kualitatif, berupa konsep atau kerangka teoritis yang digunakan dalam kajian ini adalah berbagai literatur yang ditulis oleh para pakar luar negeri maupun pakar dari dalam negeri. selain riset literatur, penulis juga menggunakan media cetak dan media elektronik internet sebagai sumber data. khusus untuk data kuantitatif, digunakan publikasi departemen keuangan dan bank indonesia sebagai sumber utama. pada dasarnya, data yang digunakan dalam kajian ini adalah merupakan data sekunder dan merupakan public information yang dapat diperoleh umum. dalam dunia bisnis, terutama yang bergerak antarlintas negara yang menggunakan beragam mata uang, penggunaan swap banyak digunakan untuk menghindari risiko. bukan hanya risiko journal the winners, vol. 7 no. 1, maret 2006: 81-88 84 tingkat suku bunga (interest risk) tetapi juga risiko kurs (exchange risk). dua macam swap yang dominan digunakan dalam bisnis antarlintas negara adalah swap dikaitkan tingkat bunga di masa yang akan datang menggunakan mata uang tunggal dan swap mata uang dengan tingkat bunga dan mata uang lebih dari satu macam. pengertian umum swap adalah perjanjian (kesepakatan) secara legal antara dua pihak yang masing-masing pihak akan saling membayarkan sejumlah uang kepada pihak lain tetapi tergantung kondisi ekonomi yang terjadi di masa yang akan datang. “as it its name imples, a swap is normally defined as an exchange. more specifically, it is an exchange of cash flow over time between two parties (generally referred to as the “counterparties”).2 steven l. allen, arnold d.kleinstein (1991) mengatakan: “the two predominant types of swap are known as: 1. interest rate swaps in which the payments are tied to future interest rates within a single currency (e.g. u.s. dollar interest rate), and 2. currency exchange agreements in which payments are determined by both interest rates and foreign exchange rates between two different currencies.3 faktor motivasi yang melatarbelakangi pembentukan pasar swap adalah bahwa dua pihak atau dua lembaga keuangan akan sama-sama mendapatkan keuntungan karena salah satu pihak memiliki kelebihan/keunggulan relatif dalam mendapatkan dana dari dua pasar yang berbeda. pendorong utama timbulnya pasar swap adalah hasrat untuk mengisolasikan risiko kredit dari risiko ekonomi lainnya, seperti perubahan tingkat suku bunga dan perubahan kurs mata uang asing. hamdy hady (1998) mendefinisikan swap sebagai suatu kontrak transaksi pembelian atau penjualan valas dengan spot rate yang dikombinasikan dengan pembelian atau penjualan valas yang sama dengan forward rate (j.o. grabbe, 1996:313) dan mengatakan bahwa: “dalam praktkiknya di pasar atau di bursa valas internasional, transaksi swap ini dilakukan dalam berbagai bentuk, yaitu currency swap, interest rate swap, cross-currency interest rate swap, dan swaptions.” swap yang dikemukakan adalah yang lazim digunakan oleh perusahaan multinational dan lembaga keuangan swasta yang beroperasi antarlintas negara. bagaimana dengan a debt-for-nature swap? siapakah pelakunya? ternyata a debt-for-nature swap telah dilakukan oleh negara sedang berkembang (negara dunia ketiga) sejak tahun 1980’an. “debt for nature swaps were first established in the 1980s in the attempt of solving two problems with one agreement: (1) minimize the negative effect debt has on developing nations; (2) minimize the environmental destruction that developing nations frequently cause”. analisis a debt-for-nature swap … (hinsa siahaan) 85 beberapa contoh perkembangan pemanfaatan a debt-for nature swap di negara dunia ketiga (dikutip dari internet): 1. ecuador. pertama kali melakukannya tahun 1989. “world wildlife pioneered of debt-for nature-swap and successfully executed its first swap in ecuador in 1989. since then, wwf has played a vital role in the implementation of debt-for-nature wap around the world” 2. bolovia. given the size of indonesia’s foreign debt and the rate of forest destruction, “debt-for-nature swaps” seems an obvious solution. in these schemes, a portion of a nation’s public debt is bought by a third party at substantial discount. the debt then is cancelled. in return, the country promise to protect severall million hectares of forests. large conservation organizations like the us-based conservation international, rainforest alliance and wwf have been actively promoting such transactions. the first “debt for nature” swap took place in 1987 in bolovia. since then, similar deals have been done in twenty countries, including cost rica, ecuador, the philippines and madagascar (the ecologist may-june 1992). 3. panama. ambassador linda e. watt announced april 8, 2003 that panama had qualified for a u.s. government debt-for-nature program that will make at least $5.6 million available for conservation of the chagre national park. hasil analisis penggunaan swap untuk membayar utang luar negeri indonesia 1. utang luar negeri indonesia dapat dilihat pada road map departemen keuangan 4 maret 20054, target fiskal “rasio utang luar negeri” adalah menurun dari 25.30% pada tahun 2004 turun menjadi 12.60% pada 2009 (lihat tabel 1). hal itu tentunya tidak akan tercapai by chance tetapi harus ada upaya yang sungguh-sungguh. tabel 1 rpjm: target fiskal (dalam pdb tahun 2000) 2004 2005 2006 2007 2008 2009 defisit apbn 1.40% -1.00% 0.70% 0.30% 0.00% 1.00% keseimbangan primer 1.60% 1.80% 1.70% 1.90% 1.90% 2.00% penerimaan pajak 12.10% 11.60% 11.90% 12.60% 13.60% 13.60% rasio utang luar negeri 25.30% 21.60% 19.30% 16.70% 14.40% 12.60% rasio utang dalam negeri 28.60% 25.30% 24.60% 22.80% 21.00% 19.20% sumber: road map dep.keu, rapat kerja bapekki, 4 maret 2005 journal the winners, vol. 7 no. 1, maret 2006: 81-88 86 pada tabel 1 terlihat bahwa rasio utang luar negeri ditargetkan semakin menurun. jika tahun 2004 rasionya adalah 25.60% dari pdb tahun 2000 maka tahun-tahun berikutnya secara berturut-turut menurun menjadi 21.60%, 19.30%, 16.70%, 14.40%, dan 12.60% pada tahun 2009. penurunan rasio utang luar negeri tersebut, pada hakikatnya dapat dicapai dengan dua cara. pertama adalah dengan meningkatkan pdb secara signifikan dan menjaga agar jumlah utang luar negeri relatif konstan. cara kedua adalah menekan jumlah utang luar negeri secara signifikan, yakni melunasi utang luar negeri tersebut sembari mempertahankan pdb tidak menurun. pelunasan utang tersebut dapat dengan uang hasil pendapatan negara (dari tabungan pemerintah), dengan konsekuensi dana investasi untuk pembangunan ekonomi harus dikorbankan atau dapat juga dilakukan dengan “a debt-for-nature debt”. 2. swap sebagai upaya pelunasan utang luar negeri untuk melakukan “a debt-for-nature debt” pemerintah cq departemen keuangan terlebih dahulu menginventaris seluruh utang luar negeri, berapa jumlahnya, kapan jatuh temponya, negara mana krediturnya, apakah undang-undang pada negara kreditur membenarkan dan memungkinkan “a debt-for-nature debt” atau tidak. seperti undang-undang di jepang, tidak membenarkan adanya “a debt-for-nature debt”. hal itu karena keputusan pertukaran utang negara dunia ketiga dengan hanya janji melindungi lingkungan hidup kepada negara kreditor dan parlemen pada negara kreditor kemungkinan menolaknya. langkah berikut pemerintah indonesia cq departemen keuangan harus mempersiapkan juru runding (tim negosiator) untuk mendekati parlemen, seperti parlemen jepang, agar jepang bersedia menghapuskan atau minimal mengurangi utang indonesia yang cukup dilunasi atau ditukar dengan hanya janji (komitmen) pemerintah indonesia untuk senantiasa menjaga dan memelihara kelestarian alam indonesia. dalam hal ini, tim negosiator apat menggunakan pendekatan dengan isu millenium development goals (mdg). dengan swap, pemerintah tidak perlu mengeluarkan uang untuk mengurangi utang luar negeri. uang yang seharusnya melunasi utang luar negeri tersebut dapat dibelanjakan pada barang alat investasi. pemerintah akan fleksibel mengalokasikan pendapatan negara pada belanja barang modal yang produktif yang pada akhirnya diharapkan menghasilkan barang atau jasa dan menciptakan lapangan kerja yang sangat menentukan dalam peningkatan kesejahteraan rakyat indonesia yang berkesinambungan. analisis a debt-for-nature swap … (hinsa siahaan) 87 penutup simpulan swap atau kesepakatan pertukaran antara uang dengan uang, tingkat bunga dengan tingkat bunga yang lazim digunakan oleh perusahaan swasta, dapat juga digunakan pemerintah negara dunia ketiga yang punya banyak utang kepada negara maju. akan tetapi, dalam bentuk pertukaran utang dengan janji pemerintah untuk melestarikan lingkungan hidup, melindungi binatang buas, atau janji menghilangkan daerah kumuh di negara miskin yang banyak utang. saran karena penggunaan “a debt-for-nature swap” menguntungkan semua pihak, membuat semua pihak bahagia, dan memperhatikan pengalaman negara lain, pemerintah indonesia cq departemen keuangan seyogianya harus optimis dapat menggunakannya secara optimal untuk mengurangi utang luar negeri. sehingga, target untuk memperkecil rasio utang luar negeri indonesia dari tahun ke tahun, sebagaimana ditargetkan dalam road map departemen keuangan, akan tercapai. caranya adalah dengan mempersiapkan tim analisis utang luar negeri profesional dan team negosiator yang tangguh yang penuh dedikasi dan cinta tanah air. team negotiator itu akan mengkaji utang luar negeri dan berunding dengan negara pemberi utang yang bersedia menghapuskan utang indonesia dengan cara a debt-for-nature swap. journal the winners, vol. 7 no. 1, maret 2006: 81-88 88 daftar pustaka abimanyu, anggito. road map departemen keuangan. rapat kerja bapekki, 4 maret 2005. allen, steven l. and arnold d. kleinstein. 1991. valuing fixed income: investments and derivative securities. new york institute of finance. bisnis indonesia. jumat 13 januari 2006. campbell, tim s. 1988. money and capital markets. scott foresman and company. epping, randy charles. 1990. a beginner’s guide to the world economy. prentice-hall. hady, hamdy. 1998. valas untuk manajer. penerbit ghalia indonesia. hunt, ben dan christerry. 1992. financial instruments and markets. robert burton printers pty limited. reynolds, bob. 1987. understanding derivative. pitman publishing. schwartz, robert j. and clifford w smith jr. 1990. the handbook of currency and interest rate risk management. new york institute of finance. suara pembaruan. senin 16 januari 2006. kutipan 2 schwartz, robert j. and clifford w. smith jr. 1990. the handbook of currency and interest rate risk management. new york: institute of finance. 3 allen, steven l. and arnold d.kleinstein. 1991. valuing fixed income: investments and derivative securities. new york: institute of finance. 4 abimanyu, anggito. road map departemen keuangan. rapat kerja bapekki, 4 maret 2005. 120 journal the winners, vol. 14 no. 2, september 2013: 120-126 studi peningkatan kualitas belajar melalui analisis gaya belajar individu dalam membentuk kompetensi entrepreneurship jajat sudrajat management department, school of business management, binus university jln. k.h. syahdan no. 9, palmerah jakarta barat 11480 jsudrajat@binus.edu abstract the purpose of this study is to analyze the influence of learning styles of individuals in shaping entrepreneurial competence as a study improvement of the quality of learning. participants of this study were students at university telkom business management, department of telecommunications and informatics, bandung. this study used descriptive analytical method. results of this study found that the effect of simultaneous greatest between individual learning styles: concrete experient (x1), reflective observation (x2), abstract conseptualization (x3), and active experimentation (x4) on the competence entrepreneurship: thinking & problem solving (y3) relatively strong at 93.4%. this research proves that learning styles of students have an influence on the formation of entrepreneurial competence. greatest amount of influence an individual learning styles simultaneously to the competence of entrepreneurship is 93.4%. based on these results, it is recommended as follows: (1) the curriculum is constantly made to improve and have confidence entrepreneurial competencies (personal maturity); (2) the quality of faculty members should be improved by improving education and training, especially the training of soft skills in order to familiarize themselves to the learning style of analytical thinking can be improved; (3) facilities and infrastructure to support teaching and learning process should continue to be evaluated in order to function properly. keywords: learning styles, competence, entrepreneurship, personal maturity abstrak tujuan penelitian ini adalah menganalisis pengaruh gaya belajar individu dalam membentuk kompetensi entrepreneurship sebagai studi peningkatan kualitas belajar. partisipan penelitian ini adalah mahasiswa universitas telkom jurusan manajemen bisnis telekomunikasi dan informatika bandung. penelitian ini menggunakan metode deskriptif analitis. hasil penelitian ini menemukan bahwa pengaruh secara simultan yang paling besar antara gaya belajar individu: concrete experient (x1), reflective observation (x2), abstract conseptualization (x3), dan active experimentation (x4) terhadap kompetensi entrepreneurship: thinking & problem solving (y3) sebesar 93,4% tergolong kuat. penelitian membuktikan bahwa gaya belajar mahasiswa mempunyai pengaruh terhadap pembentukan kompetensi entrepreneurship. besarnya pengaruh terbesar secara simultan gaya belajar individu terhadap kompetensi entrepreneurship adalah 93,4%. berdasarkan hasil penelitian ini, disarankan sebagai berikut: (1) kurikulum pembelajaran senantiasa dibuat untuk meningkatkan kemampuan dan memiliki kompetensi entrepreneurship percaya diri (personal maturity); (2) kualitas dosen harus terus ditingkatkan dengan meningkatkan pendidikan dan pelatihan, terutama pelatihan soft skill agar gaya belajar membiasakan diri untuk berpikir analitis dapat ditingkatkan; (3) sarana dan prasarana sebagai penunjang proses belajar mengajar harus terus dievaluasi agar dapat berfungsi dengan baik. kata kunci: gaya belajar, kompetensi, entrepreneurship, personal maturity studi peningkatan kualitas …… (jajat sudrajat) 121 pendahuluan data badan pusat statistik tahun 2011 menyebutkan bahwa tingkat pengangguran terbuka di indonesia pada 2011 mencapai 6,8% atau 8,1 juta dan persentase terbesar adalah lulusan perguruan tinggi yaitu 21,5% (9,9% sarjana dan 11,6% diploma) (dikti, 2013). saat ini berbagai lembaga pendidikan tinggi berkompetisi untuk menghasilkan lulusan yang memiliki kualitas yang baik, dalam bentuk memiliki keterampilan yang memadai, kompetitif dalam dunia kerja, dan mampu bertahan dalam berbagai kesulitan. berbagai metode serta fasilitas yang mendukung dalam pembelajaran disediakan guna mendukung proses belajar, sehingga mahasiswa memiliki kemampuan yang memadai saat lulus nanti. tantangan terbesar bagi pengelola perguruan tinggi adalah mempersiapkan mahasiswa dengan kompetensi yang dibutuhkan agar mampu melakukan pembelajaran secara mandiri. (arjanggi & suprihatin, 2010). pada dasarnya manusia memiliki kemampuan dalam dirinya yang dapat digali sehingga dapat diberdayakan dan dikembangkan. spencer dan spencer (1993) menggunakan istilah kompetensi untuk menggambarkan karakteristik dasar individu pekerja, yang merupakan bagian dari kepribadiannya yang paling dalam; dan hal ini akan dapat memengaruhi perilaku ketika ia menghadapi suatu situasi atau melakukan suatu pekerjaan, dan pada akhirnya akan berpengaruh pada kemampuan untuk menghasilkan prestasi kerjanya. konsep pembelajaran individu berdasarkan pendapat kolb dalam kusumastuti (2005) bahwa model pembelajaran/problem solving merupakan proses menerjemahkan pengalaman menjadi suatu konsep. aturan-aturan dan prinsip-prinsip yang akan digunakan sebagai suatu petunjuk bagi individu untuk bertingkah laku dalam situasi yang baru dan juga merupakan proses modifikasi konsep yang diperoleh untuk meningkatkan efektivitas individu. pembelajaran meliputi proses aktif dan pasif, atau concrete experience yang merupakan dasar bagi observasi dan refleksi, kemudian hasil observasi akan terasimilasi dalam “teori”, sehingga diperoleh pemahaman untuk dijadikan petunjuk dalam kegiatan di masa datang. dalam mengantisipasi perubahan lingkungan bisnis global, perlu dikembangkan kompetensi kewirausahaan (entrepreneurial skill) serta ditambah dengan kompetensi berbahasa asing (transculture communications skill). berdasarkan konsep teoretis yang berkembang, maka dapat diturunkan definisi-definisi yang erat kaitannya dengan belajar dan proses belajar individu. dikutip dari kusumastuti (2005), belajar adalah berusaha untuk memperoleh pengetahuan kontekstual. pada penelitian ini, belajar dibatasi pada usaha penguasaan pengetahuan atas masalah-masalah kontekstual yang jika diaplikasikan/digunakan dapat menghasilkan kekayaan bagi perusahaan atau nilai tambah bagi konsumen atau kesejahteraan masyarakat luas (sutalaksana, anggawisastra, tjakraatmadja, 1999). institusi pendidikan harus dapat mengidentifikasi bentuk kegiatan pembelajaran sesuai dengan kurikulum yang berlaku, misalnya mata kuliah manajemen diselenggarakan dengan kegiatan apa saja, apakah sesuai dengan gaya belajar individu (sudrajat, 2010). metode jenis penelitian ini adalah survei dengan metode deskriptif analitis. metode survei deskriptif adalah suatu metode penelitian yang mengambil sampel dari suatu populasi dan menggunakan kuesioner sebagai alat pengumpulan data. dalam penelitian ini data dan informasi dikumpulkan dari responden dengan menggunakan kuesioner. setelah data diperoleh kemudian hasilnya akan dipaparkan secara deskriptif dan pada akhir penelitian akan dianalisis untuk menguji hipotesis yang diajukan pada awal penelitian ini (singarimbun & effendi, 1989). metode penelitian survei adalah 122 journal the winners, vol. 14 no. 2, september 2013: 120-126 usaha pengamatan untuk mendapatkan keterangan-keterangan yang jelas terhadap suatu masalah tertentu dalam suatu penelitian. penelitian dilakukan secara meluas dan berusaha mencari hasil yang segera dapat digunakan untuk suatu tindakan yang sifatnya deskriptif, yaitu melukiskan hal-hal yang mengandung fakta-fakta dan klasifikasi; dan pengukuran yang akan diukur adalah fakta yang fungsinya merumuskan dan melukiskan apa yang terjadi (ali, 1997). berdasarkan hal tersebut, metode survei deskriptif sesuai untuk digunakan dalam penelitian ini karena sesuai dengan maksud dari penelitian, yaitu untuk memperoleh studi peningkatan kualitas belajar melalui analisis gaya belajar individu dalam membentuk kompetensi entrepreneurship. pengumpulan data dilakukan dengan mengambil sampel mahasiswa program studi manajemen bisnis telekomunikasi dan informatika, institut manajemen telkom yang berjumlah 40 secara acak sederhana. setelah melakukan identifikasi variabel penelitian, maka langkah selanjutnya adalah menentukan alat ukur yang akan digunakan dan bagaimana data dapat diperoleh. data empirik yang terkumpul dari hasil penyebaran kuesioner secara statistik digunakan untuk hasil pengolahan data dari unit yang dianalisis. pengolahan data dilakukan dengan tahapan pengolahan statistik terhadap data yang diperoleh menggunakan perangkat lunak spss version 1.1.5 yang meliputi analisis realibilitas dengan maksud digunakan telah valid dan dipahami oleh responden, sehingga konsistensi jawaban akan terjamin. alat ukur yang digunakan berupa kuesioner atau pertanyaan, disusun dengan model. hal ini untuk mendapatkan informasi mengenai gaya belajar yang biasa dilakukan mahasiswa manajemen bisnis telekomunikasi dan informatika. alat ukur dibagi menjadi tiga bagian: bagian pertama berisi identitas responden, bagian kedua berisi pertanyaan mengenai gaya belajar yang dimiliki responden, bagian ketiga berisi mengenai kemampuan atau kemauan responden/ kompetensi individu. hasil dan pembahasan dalam penyampaian informasi, pengetahuan, teori, dan fakta, pembelajaran di institut manajemen telkom dilakukan dalam bentuk kegiatan perkuliahan tatap muka, demo, simulasi, kasus nyata, dan latihan. dengan demikian mahasiswa dapat terlibat secara aktif dan berpraktik untuk menyelesaikan masalah secara bertanggung jawab, dapat membuat konsep, dan menganalisis sehingga memahami masalah. pada setiap pemberian mata kuliah kepada mahasiswa dimulai dengan menerima, diberi latihan, diberikan praktik sampai mahasiswa yang terlibat bekerja aktif dan memiliki pengalaman pengetahuan, teori, fakta, dan informasi seperti yang disampaikan sesuai dengan kurikulum yang telah ditentukan. pembahasan mengenai uraian dan analisis data diperoleh dari data primer dan sekunder penelitian. data primer penelitian ini adalah hasil kuesioner yang disebarkan kepada 40 orang. data tersebut merupakan data pokok dengan analisis yang ditunjang data sekunder. analisis diperoleh dari hasil observasi di lapangan dan beberapa sumber pustaka untuk memperkuat dan memperdalam hasil analisis. data yang diperoleh dari hasil kuesioner terdiri dari dua. data penelitian merupakan sejumlah skor yang diperoleh dari jawaban responden atas pertanyaan atau pernyataan mengenai kedua variabel penelitian, yaitu variabel gaya belajar individu dan kompetensi enterpreneurship. pengategorian gaya belajar individu untuk mengetahui tanggapan responden secara keseluruhan mengenai gaya belajar individu, maka dibuat pengkategorian terlebih dahulu. berdasarkan hasil perhitungan, diperoleh skor total untuk variabel gaya belajar individu sebesar 3864. berikut ini adalah pengkategorian skor gaya belajar individu. studi peningkatan kualitas …… (jajat sudrajat) 123 jarak interval untuk 34 pertanyaan dengan 40 responden: nilai indeks minimum = skor minimum x jumlah pertanyaan x responden (n) = 1 x 34 x 40 = 1360; nilai indeks maksimum = skor maksimum x jumlah pertanyaan x responden (n) = 4 x 34 x 40 = 5440; interval = nilai indeks maksimum nilai indeks minimum = 5440 1360 = 4080; jarak interval = interval : jenjang = 4080 : 4 = 1020. berdasarkan perhitungan, untuk menunjukkan kategori sangat tidak baik (stb), tidak baik (tb), baik (b), dan sangat baik (sb) disajikan dalam interval untuk 34 pertanyaan tersebut. stb tb b sb gambar 1 interval untuk 34 pertanyaan berdasarkan hasil perhitungan dan garis interval, dapat diketahui bahwa tanggapan responden terhadap gaya belajar individu memperoleh nilai sebesar 3864 dan berada antara 3400 dan 4420 pada garis interval yang berkategori baik. hal ini berarti responden menyatakan bahwa gaya belajar individu sudah berada pada kategori baik. pengategorian kompetensi enterpreneurship untuk mengetahui tanggapan responden secara keseluruhan untuk kompetensi enterpreneurship, maka dibuat pengategorian terlebih dahulu. kompetensi entrepreneurship diidentifikasi meliputi kompetensi achievement, yaitu kemampuan dan kemauan untuk berinisiatif, melihat dan bertindak terhadap peluang, pencarian informasi serta keuletan dalam menyelesaikan masalah. kompetensi thinking and problem solving terdiri dari pembuatan rencana secara sistematik dan mudah dikerjakan serta dapat menyelesaikan masalah dengan menyederhanakan masalah. kompetensi influence terdiri dari kompetensi untuk bertindak secara persuasif. kompetensi personal maturity terdiri dari kompetensi percaya diri dan keahlian. berikut ini adalah tabel rekap skor untuk setiap subvariabel kompetensi enterpreneurship. 1360 238 3400 4420 5440 3864 124 journal the winners, vol. 14 no. 2, september 2013: 120-126 tabel 1 akumulasi jawaban responden no subvariabel kompetensi enterpreneurship (y) skor 1 achievement 435 2 persistence 346 3 thinking and problem solving 469 4 influence 266 5 personal maturity 227 total 1743 sumber: hasil pengolahan data berdasarkan hasil perhitungan, diperoleh skor total untuk variabel kompetensi enterpreneurship adalah sebesar 1743. berikut ini adalah pengategorian skor kompetensi enterpreneurship. jarak interval untuk 15 pertanyaan dengan 40 responden: nilai indeks minimum = skor minimum x jumlah pertanyaan x responden (n) = 1 x 15 x 40 = 600; nilai indeks maksimum = skor maksimum x jumlah pertanyaan x responden (n) = 4 x 15 x 40 = 2400; interval = nilai indeks maksimum nilai indeks minimum = 2400 600 = 1800; jarak interval = interval : jenjang = 1800 : 4 = 450. berdasarkan perhitungan, untuk menunjukkan kategori sangat tidak baik (stb), tidak baik (tb), baik (b), dan sangat baik (sb), disajikan dalam interval untuk 15 pertanyaan tersebut. stb tb b sb gambar 2 interval untuk 15 pertanyaan berdasarkan hasil perhitungan dan garis interval, diketahui bahwa tanggapan responden terhadap kompetensi enterpreneurship memperoleh nilai sebesar 1743 dan berada antara 1500 dan 1950 pada garis interval yang berkategori baik. hal ini berarti responden menyatakan bahwa 600 1050 1500 1950 2400 1743 studi peningkatan kualitas …… (jajat sudrajat) 125 kompetensi enterpreneurship sudah berada pada kategori baik. gaya belajar yang paling dominan membentuk dan berpengaruh yaitu gaya belajar yang membentuk kompetensi persistence (ulet), kompetensi thinking and problem solving, dan kompetensi influence. sedangkan kompetensi achievement dan personal maturity masih dirasakan kurang. simpulan berdasarkan hasil pengolahan data dan pembahasan penelitian analisis hubungan dan pengaruh gaya belajar individu terhadap kompetensi entrepreneurship di institut manajemen telkom, dapat disimpulkan bahwa gaya belajar mahasiswa akan membentuk, mempunyai hubungan dan pengaruh terhadap pembentukan kompetensi entrepreneurship di institut manajemen telkom. penelitian ini menunjukkan bahwa pembelajaran yang terjadi saat ini kurang berorientasi pada pembentukan kepercayaan diri dan kemandirian. berdasarkan spencer dan spencer (1993), kompentensi entrepreneurship, yaitu kompentensi achievement dan kompetensi personal maturity, kemampuan dan kemauan berinisiatif untuk mencari peluang dan keuletan diperlukan personal yang memiliki kepercayaan diri yang tinggi. untuk itu, gaya belajar yang akan membentuk kompetensi achievement dan personal maturity perlu diimplementasikan lebih banyak agar dapat membentuk kompetensi entrepeneur tersebut. hasil penelitian ini memberikan beberapa implikasi, antara lain sebagai berikut. pertama, implikasi terhadap perencanaan dan pengembangan kurikulum pendidikan. kedua, implikasi terhadap pengembangan dan penyusunan silabus pendidikan entrepreneurship. ketiga, implikasi terhadap cara pandang dosen terhadap siswa. keempat, implikasi terhadap pendidikan dan pelatihan dosen. kelima, implikasi terhadap seperti apa metode evaluasinya. keenam, implikasi mata kuliah apa saja yang saat ini dapat diperdalam untuk menumbuhkan kompetensi yang diperlukan, misalnya mata kuliah agama dan budi pekerti, sehingga dengan perubahan tersebut akan meningkatkan soft skill mahasiswa. ketujuh, implikasi berapa biaya yang diperlukan untuk perubahan tersebut. dari hasil penelitian, objek atau sampel penelitian adalah mahasiswa fakultas manajemen bisnis telekomunikasi dan informatika yang sudah belajar di semester 4, agar lulusan memiliki nilainilai integrity, entrepreneurship, dan best for excellence, maka untuk mencapai maksud dan tujuan strategi model pembelajaran entrepreneur di institut manajemen telkom, disarankan agar kurikulum pembelajaran senantiasa dibuat untuk meningkatkan kemampuan dan memiliki kompetensi entrepreneurship (berinisiatif, melihat dan memanfaatkan peluang, mencari informasi baru, percaya diri, mengembangkan hubungan baik, dan menjual ide). selain itu, setiap mata kuliah diikuti tugas/praktik/latihan secara bertanggung jawab. proses belajar mengajar diberi kasus-kasus nyata dalam bisnis dan manajemen agar mahasiswa dapat terlibat secara aktif. institusi disarankan untuk sering mengundang dosen tamu dari praktisi, agar teori yang disampaikan akan mudah diserap mahasiswa, dengan cara mendengar langsung dari seorang praktisi. karena pengaruh dari faktor lain cukup besar, kepada peneliti selanjutnya disarankan untuk meneliti variabel selain variabel yang telah diteliti. variabel lain yang dapat memengaruhi strategi model pembelajaran di institut manajemen telkom, misalnya kurikulum, kualitas dosen, serta manfaat pembelajaran entrepreneur itu sendiri. daftar pustaka ali, m. 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(2010). studi peningkatan kualitas belajar di institut manajemen telkom melalui analisis gaya belajar individu dalam membentuk kompetensi entreprenurship. tesis tidak diterbitkan. bandung: program magister manajemen universitas widyatama bandung. sutalaksana, anggawisastra, tjakraatmadja. (1999). teknik tata cara kerja. bandung: t. i.-itb. microsoft word 04_dian_setting.doc 34 journal the winners, vol. 11 no. 1, maret 2010: 34-42 bauran pemasaran, manajemen hubungan pelanggan dalam menciptakan loyalitas konsumen dian tauriana1; andhika2 1, 2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 dtauriana@binus.edu abstract the more advanced development of the business world led to the emergence of an increasingly tight competition, which challenge must be faced by pt serafim tours and travel by conducting strategic steps. maintaining the viability of the company can be achieved by gaining consumer loyalty. to achieve such loyalty is to utilize existing marketing concepts, namely the marketing mix and customer relationship management (crm). it is important to understand consumers' needs very well (fast and accurate). through the concept of marketing mix, to think about how your product or service is packaged, giving a brand, having characteristics, level of prices offered, level of discount given, how the products or services are distributed and the latter, through what media service the product will be known. the presence of the crm will be able to cope with consumer demand since the aim of crm is to get the core concept of customer that is not obvious and put it in terms of company applications framework. this paper reviews the theory and implementation of marketing mix and crm and its influence on customer loyalty by using path analysis. keywords: marketing mix, customer relationship management, customer loyalty, path analysis abstrak perkembangan dunia usaha yang semakin maju menyebabkan timbulnya persaingan yang semakin ketat, tantangan tersebut harus dihadapi pt. serafim tours and travel dengan melakukan langkah-langkah strategis. cara menjaga kelangsungan hidup perusahaan adalah meraih loyalitas konsumen. untuk meraih loyalitas tersebut adalah dengan memanfaatkan konsep pemasaran yang ada, yaitu bauran pemasaran dan manajemen hubungan pelanggan (crm). sangatlah penting untuk mengetahui kebutuhan konsumen dengan baik (cepat dan tepat). melalui konsep bauran pemasaran, dapat dipikirkan bagaimana produk atau jasa tersebut dikemas, diberikan merek, memiliki karakteristik, berapa tingkat harga ditawarkan, berapa tingkat diskon yang diberikan, bagaimana produk atau jasa didistribusikan dan yang terakhir, melalui media apa produk atau jasa tersebut akan dikenal. kehadiran crm akan mampu mengatasi kebutuhan konsumen karena tujuan crm adalah mendapatkan inti konsep pelanggan yang tidak jelas dan meletakkannya dalam kerangka aplikasi kerja perusahaan. tulisan ini membahas tentang teori serta implementasi bauran pemasaran dan crm dalam pengaruhnya terhadap loyalitas konsumen dengan menggunakan analisis jalur path. kata kunci: bauran pemasaran, manajemen hubungan pelanggan, loyalitas konsumen, path analysis bauran pemasaran, .....(dian tauriana; andhika) 35 pendahuluan dengan banyaknya pesaing dalam usaha bisnis travel ini, masing-masing perusahaan yang berkecimpung dalam dunia bisnis ini harus memiliki langkah strategik guna meningkatkan daya saing usaha. karena disadari dengan situasi persaingan yang ketat, sulit untuk meningkatkan jumlah pelanggan. perilaku konsumen oleh karenanya menjadi perhatian bagi perumus strategi pemasaran dalam setiap pembuatan sistem pelayanan produk maupun jasanya. salah satu kunci sukses bersaing dalam situasi penuh persaingan ini ialah kemampuan perusahaan dalam meningkatkan kepuasan pelanggan dan meraih loyalitas pelanggan. penelitian menunjukan bahwa biaya yang dibutuhkan untuk mendapatkan pelanggan baru 6 kali lebih besar dari biaya untuk mempertahankan pelanggan. oleh kerena itu, alternatif yang lebih baik adalah melakukan berbagai upaya mempertahankan pasar atau pelanggan yang sudah ada. salah satu konsep yang menunjang terciptanya loyalitas pelanggan adalah melakukan hubungan pelanggan atau sering disebut dengan crm (customer relationship management). melalui crm yang memiliki pemahaman strategi bisnis dalam menyeleksi dan mengelola pelanggan untuk mengoptimalkan nilai jangka panjang, maka meraih loyalitas pun dapat tercapai melalui konsep atau strategi tersebut. peneliti melakukan observasi di pt serafim tours and travel yang bertempat sebagai objek penelitian. mengingat banyaknya pesaing yang berkecimpung pada dunia bisnis travel, pt serafim tours and travel ingin meningkatkan daya saing usaha dengan menambah jumlah konsumen serta mempertahankannya melalui strategi bauran pemasaran dan manajemen hubungan pelanggan (crm). adapun masalah yang ingin dijawab lewat penelitian ini adalah (1) apakah bauran pemasaran yang dilakukan pt serafim tours and travel berpengaruh terhadap loyalitas konsumen?, (2) apakah manajemen hubungan pelanggan (crm) yang dilakukan pt serafim tours and travel berpengaruh terhadap loyalitas konsumen?, (3) seberapa besar bauran pemasaran dan manajemen hubungan pelanggan (crm) berpengaruh terhadap loyalitas konsumen pt serafim tours and travel?. penelitian ini dilakukan bertujuan untuk (1) mengetahui pengaruh bauran pemasaran yang dilakukan pt serafim tours and travel terhadap loyalitas konsumen, (2) mengetahui pengaruh manajemen hubungan pelanggan (crm) yang dilakukan pt serafim tours and travel terhadap loyalitas konsumen, dan (3) mengetahui secara simultan pengaruh bauran pemasaran dan manajemen hubungan pelanggan (crm) terhadap loyalitas konsumen pt serafim tours and travel. pengertian bauran pemasaran (marketing mix) adalah sebagai berikut. menurut kotler (2005:19), bauran pemasaran adalah seperangkat alat pemasaran yang digunakan perusahaan untuk terus menerus mencapai tujuan pemasaran di pasar sasaran. pemasaran yang efektif memadukan seluruh elemen pemasaran ke dalam suatu program koordinasi yang dirancang untuk meraih tujuan pemasaran perusahaan dengan mempersembahkan nilai kepada konsumen. bauran pemasaran menciptakan seperangkat alat untuk membangun posisi yang kuat dalam pasar sasaran. bauran pemasaran tersebut diklasifikasi oleh mc carthy (kotler, 2005:19) menjadi 4 kelompok yang dikenal dengan 4-p, yaitu product, price, promotion, dan place. menurut rambat lupiyoadi dan ahmad hamdani (manajemen pemasaran jasa, 2006:81), konsumen tidak hanya membeli fisik dari produk, tetapi manfaat dan nilai produk yang disebut “the offer.” keunggulan produk jasa terletak pada kualitasnya, yang mencakup keandalan, ketanggapan, kepastian, dan empati. kembangkan nilai tambah produk selain keistimewaan dasarnya, agar dapat dibedakan dengan produk lain dan memiliki citra tersendiri. dengan demikian, produk akan mampu bersaing. konsep manajemen hubungan pelanggan crm (customer relationship management) adalah sebagai berikut. menurut francis buttle (customer relationship management concept and tools, 2006, p3) crm adalah pendekatan strategi manajemen dalam upaya menciptakan, mengembangkan dan mewujudkan hubungan yang saling menguntungkan dengan pelanggan dalam 36 journal the winners, vol. 11 no. 1, maret 2010: 34-42 jangka panjang, khususnya terhadap pelanggan potensial, dalam upaya memaksimalkan customer value (nilai pelanggan) dan corporate profitability. berdasarkan analisis terhadap pembangunan hubungan dengan pelanggan, maka terdapat tiga pendekatan utama yang perlu dalam implementasi crm (francis buttle, customer relationship management concept and tools, 2006:88), yaitu (1) technology-based relationship. dalam hal ini, pendekatan crm berhubungan dengan mekanisme membangun hubungan pelanggan melalui teknologi dan menyederhanakan rangkaian bisnis proses dalam menciptakan value bagi pelanggan. bentuk-bentuk competitive advantage yang ditawarkan dengan technology-based relationship ini, yaitu pelayanan non-stop 24 jam dan 7 hari per minggu, kenyamanan dalam hal aksesibilitas, biaya yang murah dalam berinteraksi, virtual problem handling, multi product marketing, intellegent cross selling, customized pricing & discount, operational flexibility, comprehensive product catalogue, dan holistic view of customer; (2) brand-based relationship. dalam pendekatan ini, konsep branding menjadi fokus penting dalam upaya perusahaan menciptakan customer value sehingga tercipta hubungan emosional yang erat, beberapa sikap misalnya kepercayaan, komitment, empati, dan lain lain. dengan menggunakan konsep brand-based relationship ini memiliki competitive advantage yang unik bila relatif dibandingkan dengan technology-based relationship, yaitu brand umumnya menciptakan long-term relationship, brand sebagai competitive advantage tidak mudah ditiru/di-copy oleh competitor, spectrum dari brand lebih luas, brand loyalty menciptakan loyalty customer, dan brand image berkaitan dengan company image; (3) human-based relationship. dalam pendekatan human-based relationship ini, diyakini memiliki kontribusi sangat besar terhadap terciptanya hubungan yang baik antara pelanggan dengan perusahaan. bentuk competitive advantage yang ditawarkan dengan human-base relationship ini, yaitu human touch, komunikasi dua arah, personal, responsif, dan empati. pengertian loyalitas konsumen adalah sebagai berikut. menurut prof. dr. h. buchari alma (manajemen pemasaran dan pemasaran jasa, cetakan ketujuh, 2005:294), loyalitas pelanggan mencakup pembelian ulang, penolakan pesaing, tidak terpengaruh terhadap daya tarik barang lain, dan frekuensi rekomendasi kepada orang lain. price place product promotion technology based human based brand based bauran pemasaran (marketing mix) 4p’s manajemen hubungan pelanggan (customer relationship management) loyalitas konsumen sumber: penulis gambar 1 kerangka pemikiran bauran pemasaran, .....(dian tauriana; andhika) 37 metode penelitian dalam analisis ini, penulis menggunakan metode penelitian deskriptif. tabel 1 metode penelitian tujuan penelitian desain penelitian time horizon jenis penelitian metode yang digunakan t-1 asosiatif deskriptif survey cross sectional t-2 asosiatif deskriptif survey cross sectional t-3 asosiatif deskriptif survey cross sectional keterangan: t1 : mengetahui pengaruh bauran pemasaran terhadap loyalitas konsumen pt serafim tours and travel. t2 : mengetahui pengaruh manajemen hubungan pelanggan/crm terhadap loyalitas konsumen pt serafim tours and travel. t3 : mengetahui secara simultan pengaruh antara bauran pemasaran dan manajemen hubungan pelanggan/crm terhadap loyalitas pelanggan pt serafim tours and travel. operasionalisasi variabel penelitian tabel 2 operasionalisasi variabel penelitian dimensi variabel indikator instrumen pengukuran skala pengukuran skala ukur bauran pemasaran produk (product) > pengakuan pelanggan atas produk yang dikonsumsi > penyajian dan kesesuaian produk kuesioner likert interval tempat (place) > pentingnya lokasi > kenyamanan tempat lokasi kuesioner likert interval harga (price) > kesesuaian harga > perbedaan harga dengan pesaing kuesioner likert interval promosi (promotion > relevansi promosi dengan penyajian produk > ketertarikan kuesioner likert interval crm technologybased > kenyamanan dalam hal aksesibilitas kuesioner likert interval brand-based > mempercayai perusahaan sebagai agen pilihan kuesioner likert interval human-based > human touch kuesioner likert interval loyalitas pembelian ulang > membeli kembali produk yang ditawarkan kuesioner likert interval penolakan pesaing > tidak mencari informasi tentang agent travel lain kuesioner likert interval tidak terpengaruh > tidak terpengaruh oleh iklan atau daya tarik dari agent travel lain kuesioner likert interval rekomendasi > merekomendasikan produk pt. serafim tours and travel kepada orang lain > menginformasikan hal-hal positif kuesioner likert interval 38 journal the winners, vol. 11 no. 1, maret 2010: 34-42 penelitian ini dilakukan dengan cara mengumpulkan data secara langsung pada perusahaan yang menjadi objek penelitian. data yang diperoleh secara langsung dari objek penelitian ini disebut data primer. cara untuk memperoleh data primer adalah wawancara langsung dengan pihak-pihak yang berkaitan dengan perusahaan. dalam penelitian ini, yang dipakai adalah random sampling, yaitu cara pengambilan sampel dari anggota populasi dengan menggunakan acak tanpa memperhatikan strata (tingkatan) dalam anggota populasi tersebut. dalam hal ini adalah konsumen atau pelanggan yang melakukan transaksi dengan pt serafim tours and travel. menurut kuncoro (2007:61), analisis korelasi pearson product moment berguna untuk mengetahui derajat hubungan antara variabel bebas (independent) dengan variabel terikat (dependent). analisis korelasi pearson product moment adalah: ( )( ) ( ) ( )2222 .. .)( ∑∑∑ ∑ −− σς−σ = yynxxn yxxyn rxy korelasi pearson product moment dilambangkan (r) dengan ketentuan nilai r tidak lebih dari harga (-1 ≤ r ≤ +1). apabila nilai r = -1 artinya korelasinya negatif sempurna; r = 0 artinya tidak ada korelasi; dan r = 1 berarti korelasinya sangat kuat. path analysis path analysis diartikan “a technique for estimating the effect’s a set ofindependent variables has on a dependent variable from a set of observed correlations, given a set of hypothesized causal asymetrik relation among the variables.” menurut (riduwan dan kuncoro, 2007), model path analysis digunakan untuk menganalisis pola hubungan antar variabel dengan tujuan untuk mengetahui pengaruh langsung maupun tidak langsung seperangkat variabel bebas (eksogen) terhadap variabel terikat (endogen). model path analysis yang dibicarakan adalah pola hubungan sebab akibat. terdapat beberapa asumsi di dalam path analysis, di antaranya adalah (1) hubungan antar variabel adalah bersifat linier, adaptif, dan normal; (2) hanya sistem aliran kausal ke satu arah artinya tidak ada arah kausalitas yang berbalik; (3) variabel terikat (endogen) minimal dalam skala ukur interval dan ratio; (4) menggunakan probability sampling; (5) observed variables diukur tanpa kesalahan (instrumen pengukuran valid dan reliable) artinya variabel yang diteliti dapat diobservasi secara langsung; dan (6) model yang dianalisis dispesifikasikan (diidentifikasi) dengan benar berdasarkan teori-teori dan konsep-konsep yang relevan artinya model teori yang dikaji dibangun berdasarkan kerangka teoritis tertentu. adapun hipotesa-hipotesa yang diuji adalah: ho : bauran pemasaran tidak memiliki pengaruh yang signifikan terhadap loyalitas konsumen. h1 : bauran pemasaran memiliki pengaruh yang signifikan terhadap loyalitas konsumen. ho : manajemen hubungan pelangan/crm tidak memiliki pengaruh yang signifikan terhadap loyalitas konsumen. h1 : manajemen hubungan pelanggan memiliki pengaruh yang signifikan terhadap loyalitas konsumen. ho : bauran pemasaran dan manajemen pelanggan/crm tidak memiliki pengaruh yang signifikan terhadap loyalitas konsumen. h1 : bauran pemasaran dan menajemen hubungan pelanggan/crm memiliki pengaruh yang signifikan terhadap loyalitas konsumen. bauran pemasaran, .....(dian tauriana; andhika) 39 hasil dan pembahasan pengujian analisis jalur (path analysis) langkah pengujian analisis jalur ini dibagi menjadi dua, di mana pengujian dilakukan secara keseluruhan dan individu, yaitu: y = ρyx1x1 + ρyx2x2 + ρyε1 gambar 2 struktur hubungan kausal x1 dan x2, terhadap y bauran pemasaran (x1) dan manajemen hubungan pelanggan (x2) berkontribusi secara simultan dan signifikan terhadap loyalitas konsumen pt serafim tours and travel (y) pengaruh bersama atau koefisien x1 dan x2 terhadap y atau koefisien determinan dan faktor residual dihitung sebagai berikut. besarnya kontribusi bersama x1 dan x2 terhadap y adalah: r2y(x1x2) = σ (ρyxk). (ryk) = (ρyx1).(ryx1) + (ρyx2).(ryx2) = (0.572) x (0.735) + (0.352) x (0.616) = 0.42042 + 0.2168 = 0.637 [ rsquare] = 63.7% kerangka hubungan antara jalur (bauran pemasaran [x1] terhadap loyalitas konsumen [y], dan manajemen hubugan pelanggan [x2] terhadap loyalitas konsumen [y] dan bauran pemasaran [x1], manajemen hubungan pelanggan [x2] terhadap loyalitas konsumen [y]) dapat dibuat melalui persamaan struktural sebagai berikut. ρyε1 = √ 1 – r2 yx1.x2 = √ 10.637 = 0.602 bauran pemasaran (x1) manajemen hubungan pelanggan / crm (x2) loyalitas konsumen (y) ρyε1 ε1 ρyx1 r2yx1x2 ρyx2 r12 40 journal the winners, vol. 11 no. 1, maret 2010: 34-42 y = ρyx1x1 + ρyx2x2 + ρyε1 y = 0.572 x1 + 0.352 x2 + 0.602 ε1 r2 yx1.x2 = 0.637 gambar 3 struktur hubungan kausal x1 dan x2 terhadap y tabel 3 model summary berdasarkan tabel 3, model summary diperoleh nilai sig f change sebesar 0.000. ternyata 0.000 < 0.05, maka keputusannya bahwa bauran pemasaran (x1) dan manajemen hubungan pelanggan/crm (x2) berkontribusi secara simultan dan signifikan terhadap loyalitas konsumen pt serafim tours and travel (y). hasil penelitian dari uraian hasil analisis penelitian diatas yang dilakukan dengan perhitungan analisa jalur/path analysis (bantuan software spss versi 17), maka dapat diperoleh hasil penelitian sebagai berikut. hasil uji korelasi pearson antara variabel x1, x2, dan y di atas dapat diringkas sebagai berikut. pembahasan besar pengaruh x1 (bauran pemasaran) dan x2 (manajemen hubungan pelanggan/crm) terhadap y dapat diketahui dari angka r square, yaitu 0.637. hal ini berarti loyalitas konsumen pt serafim tours and travel dapat dipengaruhi oleh variabel manajemen bauran pemasaran dan menajemen hubungan pelanggan/crm sebesar 63.7%. sedangkan sisanya (100% 63.7%) dipengaruhi oleh faktor-faktor lainnya. loyalitas konsumen pt serafim tours and travel (y) dipengaruhi oleh penerapan bauran pemasaran (x1) sebesar (0.572)2 atau sama dengan 32.71% dan bauran pemasaran (x1) manajemen hubungan pelanggan / crm (x2) loyalitas konsumen (y) ρyε1 = 0.602 ε1 ρyx1 = 0.572 r2yx1x2 = 0.637 ρyx2 = 0.352 r12 = 0.502 bauran pemasaran, .....(dian tauriana; andhika) 41 sisanya sebesar 67.29% nilai variabel bauran pemasaran ini dipengaruhi oleh variabel lainnya diluar penelitian ini. loyalitas konsumen pt serafim tours and travel (y) dipengaruhi oleh penerapan manajemen hubungan pelanggan/crm (x2) sebesar (0.352)2 atau sama dengan 12.39% dan sisanya sebesar 87.61% nilai variabel manajemen hubungan pelanggan/crm ini dipengaruhi oleh variabel lainnya diluar penelitian ini. simpulan penelitian ini membahas mengenai pengaruh bauran pemasaran dan manajemen hubungan pelanggan/crm terhadap loyalitas konsumen, yang dilakukan dengan studi kasus pada konsumen pt serafim tours and travel. loyalitas konsumen dapat tercapai melalui beberapa faktor penting, antara lain bauran pemasaran dan manajemen hubungan pelanggan/crm. pemasar jasa harus mengetahui betul faktor-faktor pendukung loyalitas konsumen. bauran pemasaran memiliki subvariabel yang sering disebut 4p (4p’s), yaitu tempat/place, harga/price, promosi/promotion, dan produk/product. manajemen hubungan pelanggan/crm memiliki subvariabel, yaitu technology based, brand based dan human based. jika bauran pemasaran dilakukan secara tepat dan manajemen hubungan pelanggan/crm dapat dilakukan dengan baik, maka loyalitas pelanggan (yang terdiri dar pembelian ulang, penolakan pesaing, tidak terpengaruh dari perusahan lain, merekomendasikan) dapat diraih. hal ini akan sangat bertolak belakang jika perusahaan tidak melakukan bauran pemasaran dan manajemen hubungan pelanggan/crm dengan baik. berdasarkan hasil penelitian yang berjudul “analisis pengaruh bauran pemasaran dan manajemen hubungan pelanggan/crm terhadap loyalitas konsumen pt serafim tours and travel” dapat ditarik kesimpulan di antaranya (1) variabel bauran pemasaran mempengaruhi loyalitas konsumen pt serafim tours and travel sebesar 32.71%; (2) sedangkan variabel manajemen hubungan pelanggan/crm juga dapat mempengaruhi loyalitas konsumen pt serafim tours and travel sebesar 12.39%; (3) variabel bauran pemasaran lebih mempengaruhi loyalitas konsumen pt serafim tours and travel. sedangkan pengaruh untuk kedua variabel secara bersamaan sebesar 63,7% dan sisanya (100% 63,7%) dipengaruhi oleh faktor-faktor lainnya; (4) variabel bauran pemasaran memiliki hubungan yang kuat dan searah terhadap variabel loyalitas konsumen, hal tersebut ditujukan dengan nilai korelasi sebesar 0.735; dan (5) variabel manajemen hubungan pelanggan/crm memiliki hubungan yang kuat dan searah terhadap variabel loyalitas konsumen. hal tersebut ditunjukkan dengan nilai korelasi sebesar 0.616. berdasarkan hasil kesimpulan di atas, maka saran yang dapat diberikan sebagai masukan adalah (1) perusahaan memberikan produk-produk travel (paket perjalanan wisata, tiket pesawat, dan sebagainya) yang dapat memenuhi harapan konsumen dengan terlebihi dahulu melakukan pendekatan serta pengembangan crm perusahaan; (2) melakukan pengembangan crm yang didukung oleh teknologi informasi yang lebih canggih; (3) lokasi yang lebih mudah dijangkau oleh konsumen; (4) memiliki ruang kantor bersuasana yang nyaman; (5) menyajikan promosi yang menarik kepada konsumen; (6) memberikan fasilitas call center atau perangkat aksesbilitas untuk menangani pertanyaan serta keluhan konsumen; (7) pengaplikasian human touch oleh karyawan (respon, cepat, tanggap, ramah, bertanggung jawab, dan sebagainya); dan (8) tradisi perusahaan “customer centric”. suatu penelitian tidak mungkin memberikan hasil secara sempurna, dikarenakan adanya beberapa keterbatasan dalam penulisan skripsi ini. adapun keterbatasan dalam penulisan skripsi ini adalah penelitian ini berfokus kepada pembahasan mengenai bauran pemasaran dan manajemen hubungan pelanggan/crm terhadap loyalitas konsumen sehingga tidak membahas bermacam-macam faktor pendukung loyalitas konsumen lainnya. 42 journal the winners, vol. 11 no. 1, maret 2010: 34-42 daftar pustaka alma, b. 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(2004). introduction to marketing: theory and practice, england: oxford university press. rangkuti, f. (2003). riset pemasaran, jakarta: pt gramedia pustaka utama. sarwono, j. (2007). analisis jalur untuk riset bisnis dengan spss, yogyakarta: andi. schiffman, l., dan kanuk, l.l. (2004). perilaku konsumen, jakarta: pt indeks group gramedia. sekaran, u. (2006). research methods for business, jilid pertama, edisi keempat, jakarta: salemba empat. sugiyono. (2006). metode penelitian bisnis, cetakan keenam, bandung: cv alfabeta. sugiyono. (2007). statistika untuk penelitian, cetakan kesebelas, bandung: cv alfabeta. tjiptono, f. (2008). strategi pemasaran, edisi ketiga, yogyakarta: penerbit andi. umar, h. (2003). metode penelitian bisnis, jakarta: pt gramedia pustaka utama. umar, h. (2005). riset pemasaran dan perilaku konsumen, jakarta: pt gramedia pustaka utama. analisis conjoint ..... (vani utari) 15 analisis conjoint pada antarmuka pelanggan dan perancangan electronic marketing rumah makan vani utari ab mart jln. adam bb, no. 8, balai-balai, padang panjang, sumatera barat, 27122 vaniutari@yahoo.com abstract this research aims to analyze 3 of 7 steps internet marketing and to produce market penetration strategy by developing an e-marketing-based website that is expected to help in decision making. e-marketing is a marketing strategy that can be carried out by the company with the utilization of internet. aie badarun is a business entity engaged in the restaurant business that provides various menus. this research used porter’s industry analysis, framework of seven stages of internet marketing, conjoint analysis, and object-oriented analysis and design (ooad). the outcome of the analysis is known that a feasible strategy for the company is leveraging the internet as marketing media. e-marketing strategy through restaurant aie badarun website is expected to be able to give customers the information needed about the product or menu of food and drink, customer testimonials, online reservation, and finding solutions to their queries about products and services of restaurant aie badarun using 7c framework which is a combination of attributes and website design. e marketing strategy could support the overall restaurant marketing. keywords: e-marketing restaurant, customer interface, conjoint analysis, framework 7c abstrak penelitian ini bertujuan untuk menganalisis 3 dari 7 langkah internet marketing dan menghasilkan strategi penetrasi pasar dengan membangun website berbasis e-marketing. diharapkan, website e-marketing dapat membantu dalam pengambilan keputusan. e-marketing merupakan suatu strategi pemasaran yang dapat dijalankan oleh perusahaan dengan pemanfaatan media internet. rumah makan padang aie badarun merupakan sebuah badan usaha yang bergerak dalam bisnis restoran yang menyediakan beraneka ragam menu. metode penelitian yang digunakan adalah analisis industri porter, kerangka tujuh tahap pemasaran internet, analisis conjoint dan object-oriented analysis design (ooad). hasil yang dicapai dalam analisis tersebut diketahui bahwa strategi yang layak bagi perusahaan adalah pemanfaatan media internet sebagai media pemasaran. strategi e-marketing pada rumah makan padang aie badarun berupa website yang diharapkan mampu memberikan informasi yang dibutuhkan pelanggan mengenai produk atau menu makanan dan minuman, testimoni pelanggan, reservasi tempat secara online, dan memberikan solusi terhadap pertanyaan mengenai produk dan jasa rumah makan padang aie badarun dengan 7c framework yang merupakan kombinasi atribut dan rancangan website. strategi e-marketing dapat mendukung pemasaran rumah makan padang aie badarun secara keseluruhan. kata kunci: e-marketing rumah makan, customer interface, analisis conjoint, 7c framework mailto:vaniutari@yahoo.com 16 journal the winners, vol. 15 no. 1, maret 2014: 15-22 pendahuluan perkembangan teknologi informasi yang sangat pesat memberikan banyak dampak positif dalam persaingan usaha. kemajuan teknologi informasi dan komunikasi yang telah dicapai sekarang ini benar-benar telah diakui dan dirasakan memberikan banyak kemudahan dan kenyamanan bagi kehidupan umat manusia. perkembangan teknologi informasi diharapkan dapat memudahkan para pelaku bisnis untuk menentukan strategi yang tepat serta mendukung proses bisnis perusahaan dalam memasarkan produk atau jasa yang ditawarkan. pelanggan mempunyai peranan penting, sehingga perusahaan harus memerhatikan dalam memberikan pelayanan yang terbaik agar pelanggan setia kepada perusahaan. untuk itu perusahaan harus memikirkan strategi pemasaran yang dapat menarik pelanggan baru dan mempertahankan pelanggan lama. salah satu teknologi informasi yang dapat membantu perusahaan dalam memasarkan produknya adalah internet. saat ini internet sudah menjadi suatu kebutuhan dalam mencari informasi. internet sangat berperan penting karena kemudahan dalam mengakses data dan informasi yang bermanfaat bagi perusahaan. rumah makan padang aie badarun yang terletak di bukittinggi adalah rumah makan yang menyajikan masakan khas kampuang dengan suasana yang sejuk dan alami. persaingan bisnis rumah makan di bukittinggi menuntut rumah makan padang aie badarun untuk dapat memenuhi keinginan dan kebutuhan konsumen. hal ini disebabkan konsumen memegang peranan penting terhadap kesuksesan dan keberlangsungan suatu rumah makan. rumah makan tidak hanya menawarkan produk tetapi juga jasa untuk memenangkan persaingan bisnis. rumah makan padang aie badarun harus mempertahankan ciri khas dan meningkatkan kualitas produk yang ditawarkan, yaitu berupa menu makanan khas kampuang serta mengoptimalkan pelayanan rumah makan. kualitas produk dan pelayanan yang sesuai dengan harapan konsumen akan memberikan kepuasan bagi konsumen rumah makan padang aie badarun. kepuasan konsumen ini pada akhirnya akan menghasilkan loyalitas konsumen terhadap produk tersebut. mengingat kompetitor yang sangat banyak, rumah makan padang aie badarun memutuskan untuk melakukan perancangan pemasaran melalui website yang di dalamnya menyajikan informasi menu hidangan kuliner yang disediakan. diharapkan, dengan adanya internet marketing rumah makan padang aie badarun bisa lebih kompetitif dalam menghadapi persaingan bisnis kuliner. berdasarkan latar belakang, rumusan masalah penelitian ini adalah sebagai berikut. pertama, strategi apa yang dapat dilakukan oleh rumah makan aie badarun agar dapat memperluas jangkauan pemasarannya. kedua, bagaimana kombinasi atribut situs web yang memenuhi keinginan pelanggan. landasan teori menurut kotler dan keller (2008), e-marketing mendeskripsikan upaya perusahaan untuk menginformasikan pembeli, mengomunikasikan, mempromosikan, dan menjual produk dan jasanya melalui internet. menurut strauss dan frost (2009), strategi e-marketing adalah desain dari strategi pemasaran yang memanfaatkan kapabilitas teknologi elektronik atau informasi organisasi untuk mencapai tujuan tertentu. strategi e-marketing merupakan pertemuan antara strategi teknologi dan strategi pemasaran. berdasarkan mohammed, fisher, jaworski, dan paddison (2003), efek dari emarketing ada 4, yaitu: (1) melakukan segmentasi yang lebih baik, (2) mengembangkan cycle time yang lebih cepat untuk pengembangan strategi pemasaran, (3) meningkatan akuntabilitas usaha pemasaran, dan (4) meningkatan integrasi strategi pemasaran dan strategi operasi bisnis. selanjutnya terdapat tujuh tahap dalam internet marketing (7 stages internet marketing), yaitu: (1) framing the analisis conjoint ..... (vani utari) 17 market opportunity, (2) formulating the marketing strategy, (3) designing the customer experience, (4) crafting the customer interface, (5) designing the marketing program, (6) leveraging customer information through technology, (7) evaluating the marketing program. pada langkah ke empat dari 7 stages internet marketing tersebut adalah merancang customer interface. 7c framework adalah sebuah kerangka kerja yang banyak digunakan sebagai panduan untuk merancang customer interface dalam web pemasaran online (e-marketing). interface adalah representasi virtual dari nilai-nilai yang dipilih oleh perusahaan (rayport & jaworski, 2005). kerangka 7 c tersebut terdiri dari: (1) context yang mencakup bagian dari estetika dan fungsional “look and feel”; (2) content yaitu semua subjek digital yang ada di dalam sebuah situs web; (3) community yang didefinisikan sebagai kumpulan hubungan yang dibangun diatas perhatian yang sama; (4) cutomization sebagai kemampuan website untuk dapat memodifikasi sendiri atau dimodifikasi oleh user; (5) communication merupakan dialog yang terbuka antara website dengan user; (6) connection yang didefinisikan sebagai jaringan link antara situs kita dengan situs-situs lainnya; (7) commerce sebagai kapasitas transaksi dari sebuah situs, penjualan produk atau jasa pada sebuah situs. untuk mendapatkan customer interface yang sesuai, maka perlu dianalisa berdasarkan preferensi konsumen. selain itu dalam ilmu pemasaran, model konsep preferensi konsumen diantara alternatif multi-atribut telah menjadi perhatian luas. salah satu pertimbangannya adalah riset konsumen telah lama dipengaruhi oleh asumsi ekonomi mikro dan salah satu gagasannya mengungkapkan preferensi konsumen (aryanto et al, 2014). metode metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. pengumpulan data dilakukan dengan cara mewawancara pemilik rumah makan aie badarun, kuesioner, dan studi pustaka. sumber data primer didapat melalui penyebaran kuesioner dengan sampel yang didapat adalah untuk memenuhi syarat minimal conjoint analysis yaitu berjumlah 60 orang (hair, black, babin, et al, 2005). data tersebut akan diolah menggunakan conjoint analysis. pelanggan diminta untuk memilih ranking berdasarkan dari atribut 7c framework. conjoint analysis adalah bagian dari statistik multivariat. analisis multivariat adalah analisis multivariabel dalam satu atau lebih hubungan. analisis ini berhubungan dengan semua teknik statistik yang secara simultan menganalisis sejumlah pengukuran pada individual atau objek (santoso, 2011). menurut murti (2002), analisis konjoin merupakan metode survey pengumpulan data dan analisis multivariat yang khusus digunakan untuk memahami preferensi konsumen tentang multiatribut suatu produk atau pelayanan. hasil dan pembahasan context dalam analisis conjoint, terlebih dahulu dibuat stimulan atau card yang akan dijadikan kombinasi pernyataan pada kuesioner. hasil card yang dihasilkan dalam atribut context berjumlah 8 card dari 32 kombinasi. 18 journal the winners, vol. 15 no. 1, maret 2014: 15-22 tabel 1 utilitas dan tingkat kepentingan atribut context secara aggregate no. atribut taraf atribut bobot kepentingan relatif (%) utilitas 1 navigasi vertikal 26,009% -0,312 horizontal 0,312 2 warna putih 36,36% 0,406 biru -0,361 cream -0,044 3 kecepatan lebih cepat 20,16% -0,296 cepat 0,296 4 layout fluid 17,46% -0,162 static 0,162 sumber: hasil pengolahan data (2014) berdasarkan dari hasil analisis secara keseluruhan terhadap atribut pada tabel diatas, maka didapat hasil sebagai berikut. pertama, pada atribut navigasi secara keseluruhan, responden menyukai tampilan navigasi berbentuk horizontal.terlihat dari nilai utilitas yang menunjukkan hasil positif dengan angka 0,312 dibandingkan dengan tampilan navigasi berbentuk vertikal yang menunjukkan hasil negatif. kedua, pada atribut warna, secara keseluruhan responden menyukai tampilan berwarna putih dibandingkan dengan warna lain. nilai utilitas yang dihasilkan menunjukkan hasil positif dengan angka 0,406. ketiga, pada atribut kecepatan, secara keseluruhan responden menyukai kecepatan yang cepat dengan nilai utilitas bernilai positif dengan angka 0,296. keempat, pada atribut layout, secara keseluruhan responden menyukai tampilan layout berbentuk statik dengan nilai utilitas yang dihasilkan bernilai positif dengan angka 0,162. kelima, tingkat kepentingan atribut, pada tabel 1, secara umum responden menganggap warna merupakan bagian terpenting dalam menilai sebuah website. hasil yang ditunjukan sebesar 36,36%. dilanjutkan dengan navigasi yaitu 26,009%, lalu atribut kecepatan yaitu 20,16%, dan terakhir yaitu atribut layout sebesar 17,46%. hipotesis ho : tidak ada hubungan yang signifikan antara estimates preferences dan actual preferences ha : ada hubungan yang signifikan antara estimates preferences dan actual preferences dasar pengambilan keputusan sig ≥ 0,05 => ho diterima sig ≤ 0,05 => ho ditolak keputusan pearson r sig = 0,007 < 0,05 => ho ditolak kendall’s tau sig = 0,03 < 0,05 => ho ditolak content dalam analisis conjoint, terlebih dahulu dibuat stimulan atau card yang akan dijadikan kombinasi pernyataan pada kuesioner. hasil card yang dihasilkan dalam atribut content berjumlah 9 card dari 81 kombinasi. analisis conjoint ..... (vani utari) 19 tabel 2 utilitas dan tingkat kepentingan atribut content secara aggregate no. atribut taraf atribut bobot kepentingan relatif (%) utilitas 1 informasi 1 minggu 42,857% 1,667 1 hari 0,667 3 hari -2,333 2 layanan e mail 17,857% -1,000 e-reservation 0,333 kontak 0,667 -1,000 3 ukuran font 10 21,429% 12 1,000 4 gambar besar 17,857% 0,333 sedang 0,667 kecil -1,000 sumber: hasil pengolahan data (2014) berdasarkan dari hasil analisis secara keseluruhan terhadap atribut pada tabel 2, maka didapat hasil sebagai berikut. pertama, pada atribut informasi, secara keseluruhan responden menyukai tampilan informasi dengan pembaharuan selama 1 minggu, nilai utilitas bernilai positif dengan angka 1,667 dibandingkan dengan atribut lainnya. kedua, pada atribut layanan nilai utilitas yang lebih besar ditunjukkan oleh kontak perusahaan yang menghasilkan angka sebesar 0,667 dan bernilai positif. ketiga, pada atribut ukuran font, secara keseluruhan responden menyukai ukuran font sebesar 12 dengan nilai utilitas bersifat positif dengan angka 1,000. keempat, pada atribut gambar nilai utilitas yang lebih besar ditunjukkan oleh ukuran gambar yang sedang dengan angka 0,667 dan bersifat positif. kelima, tingkat kepentingan atribut, pada tabel 2 secara umum responden menganggap informasi pada website merupakan bagian terpenting dalam sebuah website. hasil yang ditunjukan sebesar 42,857%, dilanjutkan dengan ukuran font yaitu 21,429%, lalu atribut gambar, dan layanan yang keduanya memiliki nilai yang sama yaitu 17,857%. hipotesis ho : tidak ada hubungan yang signifikan antara estimates preferences dan actual preferences ha : ada hubungan yang signifikan antara estimates preferences dan actual preferences dasar pengambilan keputusan sig ≥ 0,05 => ho diterima sig ≤ 0,05 => ho ditolak keputusan pearson r sig = 0,000 < 0,05 => ho ditolak kendall’s tau sig = 0,001 < 0,05 => ho ditolak customization dalam analisis conjoint, terlebih dahulu dibuat stimulan atau card yang akan dijadikan kombinasi pernyataan pada kuesioner. hasil card yang dihasilkan dalam atribut customization berjumlah 4 card dari 4 kombinasi. 20 journal the winners, vol. 15 no. 1, maret 2014: 15-22 tabel 3 utilitas dan tingkat kepentingan atribut customization secara aggregate no. atribut taraf atribut bobot kepentingan relatif (%) utilitas 1 login e-mail dan password 41,257% -0,246 nama dan password 0,246 2 content edit profil 58,743% -0,426 dashbor 0,426 sumber: hasil pengolahan data (2014) berdasarkan dari hasil analisis secara keseluruhan terhadap atribut pada tabel 3, maka didapat hasil sebagai berikut. pertama, secara keseluruhan, responden lebih menyukai tampilan login dengan menggunakan nama dan password dibandingkan dengan menggunakan username. nilai utilitas yang dihasilkan bernilai positif dengan angka 0,246. kedua, secara keseluruhan, responden menyukai tampilan content dan layout configuration untuk dapat mengedit dashboard pada website. nilai utilitas yang dihasilkan bernilai positif dengan angka 0,426. ketiga, tingkat kepentingan atribut, pada tabel 3, secara keseluruhan responden menganggap content dan layout configuration merupakan bagian terpenting dalam sebuah website. hasil yang ditunjukkan sebesar 58,743 %, lalu dilanjutkan dengan login website dengan persentase sebesar 41,257%. communication dalam analisis conjoint, terlebih dahulu membuat stimulant atau card yang akan dijadikan kombinasi pernyataan pada kuesioner. hasil card yang dihasilkan dalam atribut communication berjumlah 8 card dari 12 kombinasi. tabel 4 utilitas dan tingkat kepentingan atribut communication secara aggregate no. atribut taraf atribut bobot kepentingan relatif (%) utilitas 1 newsletter promosi 25,688% 0,004 event -0,004 2 broadcast inbox 53,520% 0,228 home 0,494 e-mail -0,722 3 contact footer 20,791% 0,162 kanan atas -0,162 sumber: hasil pengolahan data (2014) berdasarkan dari hasil analisis secara keseluruhan terhadap atribut pada tabel 4, maka didapat hasil sebagai berikut. pertama, seecara keseluruhan responden menyukai atribut news letter mengenai promosi terbaru dibandingkan dengan event terbaru. nilai utilitas pada promosi terbaru bernilai positif dengan angka 0,004. kedua, secara keseluruhan responden menyukai broadcast event melalui home dibandingkan dengan e-mail dan inbox. nilai utilitas yang dihasilkan bernilai positif dengan angka sebesar 0,494. ketiga, secara keseluruhan responden menyukai atribut contact dengan tata letak pada bagian footer dibandingkan terletak di sebelah kanan atas. nilai utilitas yang dihasilkan bernilai positif dengan angka sebesar 0,162. keempat, tingkat kepentingan atribut, secara umum responden lebih menganggap penting broadcast event dengan bobot persentase sebesar 53,520%, lalu atribut news letter dengan persentase sebesar 25,688%, dan atribut contact dengan persentase sebesar 20,791%. analisis conjoint ..... (vani utari) 21 hipotesis ho : tidak ada hubungan yang signifikan antara estimates preferences dan actual preferences ha : ada hubungan yang signifikan antara estimates preferences dan actual preferences dasar pengambilan keputusan sig ≥ 0,05 => ho diterima sig ≤ 0,05 => ho ditolak keputusan pearson r sig = 0,025 < 0,05 => ho ditolak community pada atribut community hanya terdapat atribut e-mail karena tidak ada variabel lain yang dapat dikombinasikan. pada atribut e-mail terdiri dari atribut yahoo, gmail, dan hotmail. hasil angka yang ditunjukkan oleh atribut yahoo sebesar 130, untuk level atribut gmail sebesar 129, dan untuk level atribut hotmail sebesar 101. dari jumlah angka tersebut, atribut e-mail yang lebih disukai adalah menggunakan e-mail dari yahoo. connection pada atribut connection tidak terdapat atribut yang dapat dikombinasikan, sehingga terdiri dari beberapa pernyataan seperti website instansi pemerintah dan website tour dan travel. hasil angka yang ditunjukkan oleh pernyataan pertama sebesar 89 dan untuk pernyataan kedua sebesar 91. dari jumlah angka tersebut, pernyataan yang lebih disukai adalah pernyataan kedua yaitu website tour dan travel, contoh: website joy tour and travel. commerce pada atribut commerce juga tidak terdapat atribut yang dapat dikombinasikan, sehingga terdiri dari beberapa pernyataan seperti data lengkap pelanggan, nama dan kombinasi password pelanggan, email dan kombinasi password pelanggan, serta nama dan alamat e-mail pelanggan. kombinasi password akan dikirim melalui e-mail pelanggan. simpulan strategi pemasaran yang saat ini dijalankan oleh rumah makan padang aie badarun masih secara konvensional. hal tersebut belum dapat meningkatkan kegiatan promosi perusahaan secara maksimal. berdasarkan analisis 3 dari 7 langkah strategi internet marketing, dihasilkan bahwa strategi yang tepat untuk digunakan oleh perusahaan adalah strategi penetrasi pasar yang dapat dilakukan dengan cara membangun website berbasis e-marketing. pada preferensi pelanggan dalam membentuk sebuah kombinasi website, bahwa pelanggan pada bagian context menyukai atribut context dengan kombinasi bentuk navigasi berbentuk horizontal, warna dasar berwarna putih, kecepatan yang didapat cepat dan layout untuk website adalah statik. pada bagian content pelanggan menyukai layanan yang digunakan menggunakan kontak, ukuran teks digunakan berukuran 12, dan tampilan gambar berukuran sedang. pada bagian communication pelanggan menyukai atribut communication dengan kombinasi news letter digunakan untuk update promosi terbaru, lalu broadcast event yang paling efektif melalui halaman home dan untuk tata letak 22 journal the winners, vol. 15 no. 1, maret 2014: 15-22 contact rumah makan berada di footer. untuk customization, pelanggan menyukai atribut dengan kombinasi login menggunakan nama serta password dan pada bagian content dan layout configuration dengan pilihan dashboard. e-marketing yang dirancang ini dapat membantu rumah makan padang aie badarun dalam menyebarkan informasi sehingga pelanggan mendapatkan informasi terkait produk dengan lebih akurat dan cepat. program pemasaran yang dirancang ini juga diharapkan dapat mendukung kegiatan pemasaran rumah makan padang aie badarun dalam mendapatkan pelanggan baru, dan mempertahankan pelanggan. ditambah lagi, dapat membantu dalam pengambilan keputusan untuk menentukan strategi yang tepat dari adanya feedback berupa kritik & saran yang didapat dari testimoni dalam website. saran untuk meningkatkan kinerja dan mencapai tujuannya, maka diberikan beberapa saran kepada rumah makan padang aie badarun, yaitu pertama, website yang telah dirancang ini diimplementasikan secara nyata oleh rumah makan padang aie badarun. kedua, pengembangan website dikembangkan ke arah e-commerce sehingga dapat membantu pelanggan dalam melakukan pemesanan secara realtime. ketiga, rumah makan padang aie badarun terus memperbarui isi website sehingga pelanggan dapat mengetahui informasi terbaru mengenai produk yang ditawarkan oleh rumah makan. keempat, setelah dilakukan implementasi, dilakukan evaluasi yang mendalam agar dapat mengetahui seberapa besar website ini memberikan kontribusi pada rumah makan padang aie badarun dengan melakukan tahapan-tahapan yang terdapat pada 7 stages internet marketing. daftar pustaka aryanto, r., trisnasari, sarjono, h., & so, i. g. (2014). customer interface preferences to ecotourism destination website. advanced materials research, 905, 706–710. hair, j. f., black, b., babin, b., anderson, r. e. & tatham, r. l. (2005). multivariate data analysis. 6th edition. new jersey: prentice-hall. kotler p. & keller, k. l. (2008). marketing management. 13th edition. new jersey: prentice hall. murti, b. (2002). penerapan analisis konjoin untuk kebijakan asuransi kesehatan. jurnal manajemen pelayanan kesehatan, 5(1), 3–14. mohammed, r., fisher, r. j., jaworski, b. j., & paddison, g. j. (2003). internet marketing: building advantage in a networked economy. 2nd edition. new york: mcgraw–hill. rayport, j. f., & jaworski, b. j. (2005). best face forward: why companies must improve their service interfaces with customers. harvard business press. santoso, s. (2010). statistik multivariat. konsep dan aplikasi dengan spss. jakarta: elex media komputindo. strauss, j. & frost, r. (2009). e-marketing. 5th edition. new jersey: prentice-hall. vol. 21 no. 1 march 2020 economic, business, management, and information system journal winnersthe journal p-issn: 1412-1212 e-issn: 2541-2388 editor in chief arta moro sundjaja bina nusantara university, indonesia managing editors nico surantha bina nusantara university, indonesia christian harito bina nusantara university, indonesia national editor board dr dhiresh kulshrestha university rajkot -gujarat (india), india halimin herjanto marist college, united states martin thomas falk university of south-eastern norway, norway prof. sangeeta sahney indian institute of technology kharagpur, india sivadass thiruchelvam universiti tenaga nasional putrajaya, malaysia yudi fernando universiti malaysia pahang, malaysia elia ardyan surakarta economics college, indonesia hendry hartono bina nusantara university, indonesia sevenpri candra bina nusantara university, indonesia language and layout editor shavira sarashita bina nusantara university, indonesia dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat dewi novianti bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winner focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been acredited by dikti under the decree number 34/e/kpt/2018 (sinta 3) and indexed by academic research index (research bib), microsoft academic search, garda rujukan digital (garuda); bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl. kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: asundjaja@binus.edu, dnovianti@binus.edu, thewinners@binus.edu, https://journal.binus.ac.id/index.php/winners contents bernadeta susilo martanti; dessy astuti hermanto; elin noviyanti; windy rizkika andriany integrated reporting and investment: how are they related? .......................................................... 1-6 ni made adelia clarita; shannon baladewa zimbalist; rini setiowati factors impacting customer attitude toward buying halal cosmetics in jabodetabek .............................. 7-13 william vincent setiawan; vernawati eva fitrisna; fairuz michellianouva; celly septine mayliza cyberbullying phenomenon of high school students: an exploratory study in west kalimantan, indonesia ..... 15-20 pauline henriette pattyranie tan trade integration indonesia-asean4 in aec era: a case of wood-based products ................................... 21-26 meilina pudjiani; yusman syaukat; tony irawan optimum portfolio analysis of black-litterman model in the indonesian stock exchange on consumer goods industrial sector ........................................................................................... 27-33 surono; tulus suryanto; erike anggraini comparing cost leadership strategy with differentiation strategy towards firm performance on jakarta islamic index....................................................................................................... 35-41 agustinus winoto; yosman bustaman impact of liquidity, ownership, global financial crisis and capital adequacy ratio on indonesian banking profitability period 2007-2016 ........................................................................ 43-48 erin wijayanti; indah yuliana risk profile, secure bond, and bond rating in banking industry ........................................................ 49-57 levyda; tri nur ismi effective advertising location in the commuter line: study cases in jakarta and surrounded cities in indonesia .............................................................. 59-66 paulina tjandrawibawa the effect of using instagram influencers in building conseva’s brand awareness................................... 67-73 p-issn: 1412-1212 e-issn: 2541-2388 vol. 21 no. 1 march 2020 economic, business, management, and information system journal winnersthe journal analisis conjoint preferensi..... (apriyanti) 71 analisis conjoint preferensi konsumen terhadap kombinasi fitur produk motor bekas berdasarkan segmen gender di jambi apriyanti hit corporation, gandaria tower 7th floor, unit ij jln. k.h. m. syafi’i hadzami no.8, gandaria, kebayoran lama, jakarta selatan 12240 yanti@hitcorporation.com; aphre_yanti@yahoo.com abstract the purpose of this study is to determine consumer preferences for product attributes of used motorcycles. it is because motorcycles have so many variants that make consumers confused in choosing the products. therefore, company should know what is required by the consumer to distinguish between men and women. this study used cochrant q test and conjoint analysis aiming to evaluate the characteristics of the motorcycle product attributes considered by consumers when buying a used motorcycle. the results of this study indicate, from 13 attributes considered by consumers to buy a used motorcycle, 6 considered the most important attribute is price, design, color, safety, fuel efficiency, and durability of the motorcycle. men desired a combination of motorcycle price 5-7 million, classical design, having security alarm, dominant color, economic fuel, and durability of the body. as for women is a combination of motorcycle price <5 million, classical design, having security alarm, dominant color, economic fuel, and durability of the body. keywords: product attributes, cochran q tes, conjoint analysis, card stimuli, combination of product attributes abstrak tujuan dari penelitian ini adalah untuk mengetahui preferensi konsumen terhadap atribut produk sepeda motor bekas. begitu banyaknya varian sepeda motor membuat konsumen bingung dalam memilih produk. oleh sebab itu, perusahaan harus tahu apa yang diinginkan oleh konsumen yang dibedakan antara lakilaki dan perempuan. penelitian ini menggunakan metode cochrant q test dan conjoint analysis yang bertujuan untuk mengevalusi karakteristik atribut produk sepeda motor yang menjadi pertimbangan konsumen ketika membeli sepeda motor bekas. hasil dari penelitian menunjukkan, dari 13 atribut yang menjadi pertimbangan konsumen dalam membeli sepeda motor bekas, 6 atribut yang dinilai paling penting, yaitu: harga, desain, warna, keamanan, keiritan bahan bakar, dan daya tahan sepeda motor. bagi laki-laki kombinasi yang diinginkan adalah harga motor 5-7 juta, desain motor yang klasik, keamanan motor menggunakan alarm, warna motor dominan warna, bahan bakar irit, dan daya tahan bodi motor. sedangkan bagi perempuan adalah kombinasi harga motor <5juta, desain motor yang klasik, keamanan motor menggunakan alarm, warna motor dominan warna, bahan bakar yang irit, dan daya tahan bodi motor. kata kunci: atribut produk, cochran q test, conjoint analysis, kartu stimuli, kombinasi atribut produk 72 journal the winners, vol. 14 no. 2, september 2013: 71-76 pendahuluan dewasa ini kebutuhan akan transportasi memiliki peranan sangat penting. banyaknya aktivitas pekerjaan menjadikan masyarakat sangat membutuhkan sarana transportasi. salah satu alat transportasi yang banyak dikenal adalah sepeda motor. asosiasi industri sepeda motor indonesia (aisi) mencatat penjualan sepeda motor mencapai 649.983 unit pada januari 2013 (liputan6, 2013). angka ini sedikit lebih rendah dibandingkan dengan total penjualan pada januari 2012, yaitu 652.601 unit (popo, 2013). gambar 1 penjualan januari – maret 2013 (asosiasi industri sepeda motor indonesia (aisi)) besarnya kebutuhan akan sepeda motor tersebut meningkatkan permintaan masyarakat terhadap sepeda motor bekas. cv dua bersaudara adalah salah satu distributor sepeda motor bekas yang ada di kabupaten tanjung jabung barat, jambi. menurut cv dua bersaudara, saat ini, khususnya di daerah jambi, merek yamaha menguasai pasar sepeda motor. ini disebabkan berbagai alasan dari masyarakat mulai dari harga yang bersaing, sparepart yang mudah ditemukan, kualitas yang baik, harga jual kembali yang tinggi, desain yang modern, dan lainnya sehingga yamaha menjadi pilihan masyarakat sekitar untuk menjadi primadona kendaraan di daerah jambi. selain itu, fitur-fitur sepeda motor tersebut akan berbeda jika dilihat dari sudut pandang gender laki-laki dibandingkan dengan perempuan. landasan teori pemilihan atau preferensi terhadap sepeda motor bekas oleh konsumen akan mempertimbangkan berbagai fitur yang ditawarkan. menurut chaplin (2002), preferensi adalah suatu sikap yang lebih menyukai sesuatu benda daripada benda lainnya. lebih lanjut menurutnya, penilaian preferensi adalah teknik penelitian dengan menyajikan dua atau lebih perangsang yang harus dipilih subjek yang dapat diukur lewat tes verbal atau lisan. menurut aaker (2003), dalam menentukan pilihannya untuk membeli suatu produk, konsumen sering mempertimbangkan berbagai faktor. bagi konsumen faktor tersebut bersifat trade-off yang membuat konsumen serba salah. misalnya antara harga dan kualitas, mana yang harus dipilih, haruskah memilih harga rendah dengan kualitas rendah atau harga tinggi dengan kualitas prima tergantung dari preferensi konsumen. kemudian menurut simamora (2003), faktor-faktor pertimbangan yang berhubungan dengan produk adalah kualitas, fitur, dan desain. fitur atau atribut produk meliputi dimensi-dimensi produk, juga menyangkut apa saja yang dipertimbangkan dalam pengambilan keputusan untuk membeli, menonton, memerhatikan suatu produk, seperti harga, ketersediaan produk, merek, harga jual kembali, ketersediaan suku cadang, layanan purnajual, dll. analisis conjoint preferensi..... (apriyanti) 73 (haryadi, 2007). sebuah produk dapat ditawarkan dengan beraneka macam fitur. perusahaan dapat menciptakan model dengan tingkat yang lebih tinggi dengan menambah beberapa fitur. fitur adalah alat bersaing untuk membedakan produk perusahaan dari produk pesaing (kotler & armstrong, 2004). secara garis besar pembeli sepeda motor dapat disegmentasi berdasarkan gender. fakih (2006) mengemukakan bahwa gender merupakan suatu sifat yang melekat pada kaum laki-laki maupun perempuan yang dikonstruksikan secara sosial maupun kultural. perubahan ciri dan sifat-sifat yang terjadi dari waktu ke waktu dan dari tempat ke tempat lainnya disebut konsep gender. gender atau jenis kelamin merupakan suatu alat untuk membedakan mana perempuan dan mana laki-laki. dari jenis kelamin pula dapat dilihat sikap yang memengaruhi preferensi ataupun memilih atribut-atribut produk yang menurut mereka penting. seperti yang diketahui, laki-laki dan perempuan memiliki pemikiran atau persepsi yang berbeda. untuk mengetahui kombinasi fitur sepeda motor, maka perlu digunakan analisis statistik yang tepat, yaitu analisis conjoint. menurut hair et al. (2005): “conjoint analysis is a multivariate technique developed specifically to understand how respondents develop preferences for any type of object (products, services, or ideas). it is based on the simple premise that consumers evaluate the value of an object (real or hypothetical) by combining the seperate amounts of value provided by each attribute.” atau, dengan kata lain, analisis conjoint adalah salah satu teknik multivarian yang khusus digunakan untuk mengetahui bagaimana responden mengembangkan preferensinya terhadap semua jenis objek (produk, jasa, atau ide). analisis ini berdasarkan alasan yang sederhana karena konsumen dapat mengevaluasi nilai-nilai dari produk tersebut (nyata atau hipotesis) melalui kombinasi beberapa nilai yang terpisah-pisah dari setiap atribut. metode penelitian ini menggunakan dua jenis data sumber. data primer, yaitu data yang didapatkan secara langsung dari konsumen cv dua bersaudara sebagai responden. kuesioner disebarkan untuk mengukur atribut apa yang dianggap penting oleh konsumen dan atribut produk mana yang dalam memilih kendaraan roda dua menjadi keinginan konsumen. data sekunder, yaitu data yang didapat dari cv dua bersaudara (data profil perusahaan) dan data referensi dari artikel jurnal, internet, dan buku yang menunjang penelitian. teknik pengambilan sampel yang digunakan pada penelitian ini adalah populasi. populasi, menurut riduwan dan kuncoro (2007), adalah keseluruhan dari karakteristik atau unit hasil pengukuran yang menjadi objek penelitian; atau, populasi merupakan objek atau subjek yang berada pada suatu wilayah dan memenuhi syarat tertentu yang berkaitan dengan masalah penelitian. berdasarkan hasil wawancara dengan pemilik dan manajer bidang administrasi, disebutkan rata-rata populasi konsumen pertahun adalah 160 orang. dengan demikian jumlah ini memenuhi syarat digunakannya analisis conjoint. menurut hair et al (2006) kecukupan sampel terbaik untuk conjoint analysis adalah minimal 60 responden. populasi dalam penelitian ini dibagi menjadi segmen perempuan dan laki-laki. dalam penelitian ini ingin diketahui kriteria bagaimana yang diinginkan oleh perempuan dan bagaimana yang diinginkan laki-laki. berdasarkan hasil kuesioner profil responden mengenai jenis kelamin dari 100 orang responden, maka diperoleh data sebagai berikut. responden yang berjenis kelamin laki-laki sebanyak 87 orang (58%) dan sisanya adalah perempuan yaitu 63 orang (42%). 74 journal the winners, vol. 14 no. 2, september 2013: 71-76 metode yang digunakan merupakan jenis statistik deskriptif, yaitu dengan menggunakan analisis cochran q test dan analisis konjoin (conjoint analysis). penggunaan metode cochran q test and conjoint analysis dimaksudkan untuk mengetahui preferensi pembeli dalam memilih kendaraan. hasil analisis dapat digunakan perusahaan untuk penyediaan produk yang sesuai dengan konsumennya (aryanto & sentosa, 2012). hasil dan pembahasan berdasarkan dari hasil pengujian menggunakan metode cochran q test, diketahui bahwa atribut-atribut yang menjadi pertimbangan konsumen dalam memilih produk kendaraan roda dua adalah harga, desain, warna, keiiritan bahan bakar, daya tahan, dan keamanan. berdasarkan hasil pengujian menggunakan conjoint analysis, diketahui preferensi konsumen secara keseluruhan berdasarkan data laki-laki dan perempuan diketahui bahwa atribut harga dengan tingkat kepentingan sebesar 20.608%, secara umum responden menyukai harga motor < 5juta dibandingkan dengan harga 5-7juta atau >7juta. untuk atribut desain dengan tingkat kepentingan sebesar 20.090%, secara umum responden lebih menyukai desain klasik dibandingkan dengan desain bebek atau sporti. untuk atribut keamanan motor dengan tingkat kepentingan 19.979%, secara umum responden menyukai keamanan motor dengan menggunakan alarm dibandingkan dengan kunci pengaman atau gps tracker. untuk atribut warna dengan tingkat kepentingan sebesar 18.223%, secara umum responden menyukai warna dominan silver dibandingkan warna dominan hitam atau dominan warna. untuk atribut bahan bakar dengan tingkat kepentingan 10.952%, secara umum responden menyukai bahan bakar yang irit dibandingkan dengan bahan bakar yang boros. untuk atribut daya tahan dengan tingkat kepentingan 10.149%, secara umum responden menyukai daya tahan bodi dibandingkan daya tahan mesin. berdasarkan hasil pengujian menggunakan conjoint analysis, diketahui preferensi konsumen berdasarkan data laki-laki, bahwa atribut harga dengan tingkat kepentingan sebesar 20.415%, secara umum responden menyukai harga motor 5-7juta dibandingkan dengan harga <5juta atau >7juta. untuk atribut desain dengan tingkat kepentingan sebesar 20.186%, secara umum responden lebih menyukai desain klasik dibandingkan dengan desain bebek atau sporti. untuk atribut keamanan motor dengan tingkat kepentingan 20.098%, secara umum responden menyukai keamanan motor dengan menggunakan alarm dibandingkan dengan kunci pengaman atau gps tracker. untuk atribut warna dengan tingkat kepentingan sebesar 18.135%, secara umum responden menyukai warna dominan hitam dibandingkan warna dominan silver atau dominan warna. untuk atribut bahan bakar dengan tingkat kepentingan 11.311%, secara umum responden menyukai bahan bakar yang irit dibandingkan dengan bahan bakar yang boros. untuk atribut daya tahan dengan tingkat kepentingan 9.855%, secara umum responden menyukai daya tahan bodi dibandingkan daya tahan mesin. berdasarkan hasil pengujian menggunakan conjoint analysis, diketahui preferensi konsumen berdasarkan data perempuan, bahwa atribut harga dengan tingkat kepentingan sebesar 20.874%, secara umum responden menyukai harga motor < 5juta dibandingkan dengan harga 5-7juta atau >7juta. untuk atribut keamanan motor dengan tingkat kepentingan 19.814%, secara umum responden menyukai keamanan motor dengan menggunakan alarm, dibandingkan dengan kunci pengaman atau gps tracker. untuk atribut desain dengan tingkat kepentingan sebesar 19.957%, secara umum responden lebih menyukai desain klasik dibandingkan dengan desain bebek atau sporti. untuk atribut warna dengan tingkat kepentingan sebesar 18.344%, secara umum responden menyukai warna dominan hitam dibandingkan warna dominan silver atau dominan warna. untuk atribut daya tahan dengan tingkat kepentingan 10.555%, secara umum responden menyukai daya tahan bodi dibandingkan daya tahan mesin. untuk atribut bahan bakar dengan tingkat kepentingan 10.457%, secara umum responden menyukai bahan bakar yang irit, dibandingkan dengan bahan bakar yang boros. analisis conjoint preferensi..... (apriyanti) 75 tabel 1 perbedaan preferensi pada kombinasi atribut produk sepeda motor yamaha bekas no atribut (factor) laki-laki perempuan taraf (level) atribut utilitas taraf (level) atribut utilitas 1. harga motor < 5juta 0.079 < 5juta 0.324 5juta-7juta 0.086 5juta-7juta -0.279 >7 juta -.164 >7 juta -0.045 2. desain motor clasic 0.330 clasic 0.581 bebek -0.205 bebek -0.401 sporty -0.125 sporty -0.179 3. warna motor dominan hitam 0.266 dominan hitam 0.176 dominan silver -0.344 dominan silver -0.201 dominan warna 0.078 dominan warna 0.025 4. bahan bakar irit 0.105 irit 0.213 boros -0.105 boros -0.213 5. daya tahan motor body 0.348 body 0.364 mesin -0.348 mesin -0.364 6. keamanan motor kunci pengaman -0.082 kunci pengaman -0.216 alaram 0.232 alaram 0.570 sumber: hasil pengolahan data (2013) simpulan simpulan dari hasil penelitian tentang analisis preferensi konsumen tentang produk sepeda motor adalah sebagai berikut. pertama, dari hasil analisis cochran q test atribut produk yang memengaruhi preferensi konsumen adalah harga, desain, warna, keiritan bahan bakar, daya tahan, dan keamanan. kedua, dari hasil conjoint analysis atribut produk yang dianggap penting oleh konsumen sesuai dengan preferensi adalah atribut harga dengan nilai 20.608%, atribut desain dengan nilai 20.090%, atribut keamanan dengan nilai 19.979%, atribut warna dengan nilai 18.223%, atribut bahan bakar dengan nilai 10.952, dan atribut daya tahan dengan nilai 10.149%. kemudian ketiga, dari hasil conjoint analysis preferensi produk sepeda motor berdasarkan jenis kelamin laki-laki adalah kombinasi harga motor 5-7juta, desain motor yang klasik, keamanan motor menggunakan alarm, warna motor dominan warna, bahan bakar yang irit, dan daya tahan bodi motor. lalu kelima, sedangankan preferensi produk sepeda motor berdasarkan jenis kelamin perempuan adalah kombinasi harga motor <5juta, desain motor yang klasik, keamanan motor menggunakan alarm, warna motor dominan warna, bahan bakar yang irit, dan daya tahan bodi motor. saran-saran yang dapat berikan sebagai hasil dari analisis preferensi konsumen pada kombinasi fitur motor bekas di cv dua bersaudara melaui penelitian ini adalah sebagai berikut. pertama, fitur atau atribut harga merupakan atribut yang memiliki tingkat kepentingan yang tinggi di antara fitu-fitur yang lain. oleh karena itu, disarankan pada perusahaan untuk lebih memerhatikan atribut yang dianggap paling penting oleh konsumen dalam mengembangkan produk sesuai dengan target yang dicapai. kedua, perusahaan dapat menawarkan sepeda motor dengan harga 5juta-7juta, dengan desain klasik, berwarna dominan hitam, bahan bakar yang irit, daya tahan bodi, dan keamanan motor yang menggunakan alarm untuk calon konsumen laki-laki. ketiga, perusahaan dapat menawarkan sepeda motor dengan harga <5juta, dengan desain klasik, berwarna dominan warna, bahan bakar yang irit, daya tahan bodi, dan keamanan motor yang menggunakan alarm untuk calon konsumen perempuan. perusahaan juga disarankan agar dapat melakukan pengamatan secara berkala tentang preferensi konsumen tersebut dengan menggunakan metode conjoint. 76 journal the winners, vol. 14 no. 2, september 2013: 71-76 daftar pustaka aaker, d. a. (2003). marketing research. us: john wiley & sons. aryanto, r. & sentosa, h. (2012). student preferences toward automobile multiattributes: a conjoint analysis. proceeding international conference on management, hospitality & toutrism, and accounting. jakarta. chaplin, j. p. (2002). kamus lengkap psikologi. terjemahan dr. kartini kartono. edisi kelima. jakarta: raja grafindo persada. fakih, m. (2006). analisis gender dan transformasi sosial. yogyakarta: pustaka pelajar. hair jr., j. f., et al., (2006). multivariate data analysis. 6th edition. new jersey: prentice-hal. haryadi, a. (2007). kiat membuat promosi penjualan secara efektif dan terencana. edisi. kedua. jakrta: elex media komputindo. kotler, p. & armstrong, g. (2004). principles of marketing. 10th edition. new jersey: pearson prentice hall. liputan6. (2013, 13 februari). penjualan motor capai 649.983 unit dalam sebulan. diakses dari http://bisnis.liputan6.com/read/510400/penjualan-motor-capai-649983-unit-dalam-sebulan. popo. (2013, 11 februari). penjualan sepeda motor januari 2013, turun bila dibandingkan 2012. diakses dari http://motor.otomotifnet.com/read/2013/02/11/338321/30/9/penjualan-sepedamotor-januari-2013-turun-bila-dibandingkan-2012. riduwan & kuncoro, e. a. (2007). cara menggunakan dan memakai analisis jalur. cetakan pertama. penerbit alfabeta, bandung. simamora, b. (2003). panduan riset perilaku konsumen. jakarta: gramedia pustaka utama. microsoft word 03 andreaschang_mn_utaut_ok.doc 106 journal the winners, vol. 13 no. 2, september 2012: 106-114 utaut and utaut 2: a review and agenda for future research andreas chang management department, school of business management, binus university jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480 achang@binus.edu abstract this study reviews the most recent literature on utaut (unified theory of acceptance, and use of technology) and utaut 2(unified theory of acceptance, and use of technology) 2 by focusing on the findings and recommended future research. the papers, proceedings and dissertations included in the analysis were identified technology acceptance as the focus of their studies. this search was supplemented various websites which host scientific journals such as emerald, science direct and google scholar. the initial search produced 65 papers. the studies examined works which employed utaut and utaut 2 by focusing on findings on the core constructs of utaut to predict behavioral intentions. the results confirmed previous studies that the four constructs of utaut contributed to behavioral intention even though pe seemed to be the most significant contributors. findings also suggest utaut 2 has been more explanatory and list the suggestions for future works. the immediate implications are for researchers who wish to examine behavioral intentions, and managers who wish to ensure the acceptance and use of a new system or technology. this study bears a number of limitations. number of papers examined is one of them. it would be more accurate to increase the number of paper examined. the other limitation is the ability to draw a statistical conclusion each research examined. this is due to a great variety of research topics, methods, constructs and contexts. keywords: behavioral intention, technology acceptance, technology use, utaut and utaut 2 abstract karya tulis ini meninjau karya-karya ilmiah tentang utaut (unified theory of acceptance and use of technology) and utaut 2(unified theory of acceptance, and use of technology) 2 dengan memusatkan perhatian pada temuan dan rekomendasi penelitian di masa depan. berbagai karya tulis, prosiding dan desertasi yang ditinjau diperoleh dengan melakukan pencarian di mesin pencari karya ilmiah di jurnal-jurnal ilmiah seperti emerald, science direct dangoogle scholar. hasil pencarian bertotal 65 karya berdasarkan teori –teori di bidang pemasaran khususnya perilaku konsumen dan penerimaan dan penggunaan teknologi. karya ini meninjau karya-karya ilimiah yang mempergunakan utaut and utaut 2 dengan memusatkan perhatikan pada temuan konstruk inti untuk meramalkan behavioral intentions. hasilnya menguatkan karya-karya sebelumnya bahwa keempat konstrukutaut memberikan sumbangsih yang signifikan paa behavioral intention dan bahkan pe nampaknya merupakan contributor yang paling signifikan. temuan-temuan juga mengungkapkan bahwa utaut 2 lebih mampu memberikan penjelasan tentang hubungan konsturk dengan behavioral intention dan juga menyarankan penelitian lanjutan di masa yang akan datang. implikasi yang paling dekat ialah bagi peneliti yang akan melakukan penelitian dan manajer yang ingin memastikan penerimaan dan penggunaan suatu system teknologi. karya tulis ini memiliki sejumlah keterbatasan salah satunya adalah jumlah karya ilmiah yang ditinjau; t entunya akan lebih akurat sekiranya jumlah karya yang ditinjau lebih memadai. kekurangan kedua ialah kesulitan menarik kesimpulan statistik karena banyaknya variasi karya ilmiah yang ditinjau. kata kunci: perilaku konsumen, penerimaan dan penggunaan teknologi, utaut and utaut 2 utaut and utaut 2… (andreas chang) 107 introduction various theoretical models have been devised to predict adoption and use of technology. unified theory of acceptance and use of technology or utaut is a framework devised by venkatesh et.al.to predict technology acceptance in organizational settings. utaut advances on the basis of integrating the dominant constructs of eight prior prevailing models that range from human behavior, to computer science. the eight models are: theory of reasoned action (fishbein & ajzen, 1975), technology acceptance model (davis, 1989), motivational model (davis, et al. 1992), theory of planned behavior (ajzen, 1991), combined tam and tpb (taylor & todd, 1995), model of pc utilization (mpcu) (thompson, et al., 1991), innovation diffusion theory (moore & benbasat, 2001), and social cognitive theory (compeau, et al., 1999). since its establishment, utaut has been employed by a number of scholars: héctor san martín et.al. (2012), krittipat pitchayadejanant (2011), lu, hsi-peng, et.al.(2010). a combination of utaut and technology acceptance model was employed by sona mardikyan, et. al. (2012) and yuan-hui tsai, et.al.(2011). a combination of utaut and social cognitive theory was employed by ilias pappas (2011). gruzd et al. (2012) found that overall the utaut constructs were a useful starting point in studying scholarly behavioral intention and use of social media. gruzd et al. (2012) and yen-ting helena chiu et al.(2010) found that performance expectancy, effort expectancy, facilitating conditions and social influence impact overall use intention, the perceptions of these antecedents vary significantly between potential versus early users. according to venkatesh et al. (2003), utaut proposed four main factors that influence intention and usage of information technology. first is performance expectancy. it is the degree to which an individual believes that using the system will help him or her to attain gains in job performance. second is effort expectancy. it is the degree of ease associated with the use of the system. third is facilitating conditions. i t i s the degree to which an individual believes that an organizational and technical infrastructure exists to support use of the system. fourth is social influence. it is the degree to which an individual perceives that others believe that he or she should use the new system. despites the wide acceptance of utaut, venkatesh et.al. incorporated three other constructs into utaut: hedonic motivation, price value, and habit, extending utaut into utaut 2. compared to utaut, the extensions proposed in utaut2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). the theoretical and managerial implications of these results are discussed. method the papers, proceedings and dissertations included in the analysis were identified technology acceptance as the focus of their studies. this search was supplemented various websites which host scientific journals such as emerald, science direct and google scholar. the initial search produced 65 papers. data were collected to focus primarily the findings and the future research of research employing utaut or utaut 2, eliciting the core constructs of both. 108 journal the winners, vol. 13 no. 2, september 2012: 106-114 results and discussion utaut performance expectancy performance expectancy is defined as the degree to which an individual believes that using the system will help him or her to attain gains in a job (davis et al., 1992; shin, 2009). according to compeau & higgins (1995), the theoretical background of this variable comes from usefulness perceptions (technology acceptance model), extrinsic motivation (motivation model), job-fit (model of pc utilization), relative advantage (innovation diffusion theory) and outcome expectations (social cognition theory). three factors that affect the performance expectancy are perceived usefulness, extrinsic motivation, and job fit (shin, 2009). within each of the individual models tested, the variables related to performance expectancy were the strongest predictor of intention to use the target technology. performance expectancy, social influence, facilitating conditions, and optimism bias all have a significant impact on e-file intention (schaupp, et al., 2010). people who worked in chcs exhibited a high degree of it acceptance and use influenced by performance expectancy, effort expectancy, social influence and voluntariness (kijsanayotin, pannarunothai, & speedie, 2009). zhou et al. (2010) found that performance expectancy, task technology fit, social influence, and facilitating conditions have significant effects on user adoption. in addition, we also found a significant effect of task technology fit on performance expectancy. the result showed that perceived usefulness, perceived enjoyment, trust, cost, network influence, and trust have significant influence on consumers‘ m -commerce adoption intentions. the online purchase intention is positively influenced by: (1) the levels of performance and effort expected with regard to the transaction; (2) the level of innovativeness of users. in addition, the innovativeness construct has a moderating effect on the relationship between performance expectancy and online purchase intention (h. s. martín & herrero, 2012). effort expectancy in utaut, effort expectancy is defined as the degree of ease associated with the use of the system. according to venkatesh et al. (2003), this factor was derived from the perceived ease of use factor as proposed in technology acceptance model (tam). davis (1989) found that an application perceived by people which is easier to use is more likely to be acceptable. in a similar finding by davis et al. (1989), effort-oriented constructs are expected to be more salient in the early stages of a new behavior, when process issues represent hurdles to be overcome, and later become overshadowed by instrumentality concerns. this is consistent with previous findings by davis (1989), davis et al. (1989), venkatesh and davis(2000), (diaz & loraas, 2010). both performance expectancy and effort expectancy are significant predictors of the intention to use wbqas (web based questions and answers services) by deng, et al. (2011). performance expectancy, effort expectancy, facilitating conditions and social influence impact overall use intention, the perceptions of these antecedents vary significantly between potential versus early users (yen-ting helena chiu et al., 2010). social influence social influence is the degree to which a user perceives that significant persons believe technology use to be important (diaz & loraas, 2010). it is similar to the factor “subjective norm” as defined in technology of acceptance model (tam) 2, an extension of tam. moore and benbasat utaut and utaut 2… (andreas chang) 109 (1991) defined image as the degree to which using a technology innovation is perceived to enhance individual‘s image or status in his or her social group. while subjective norm and image have different labels, each of these factors contains the explicit or implicit notion that the individual‘s behavior is influenced by the way in which they believe others will view them as a result of having used the technology. in tam 2, subjective norm exerts a significant direct effect on usage intentions over and above perceived usefulness and perceived ease of use for mandatory systems. however, none of the social influence constructs are significant in voluntary contexts. subjective norms were found to be partially mediated by attitude towards technology use (schepers & wetzels, 2007). as explained by venkatesh et al. (2003), subjective norm significantly influences perceived usefulness via both internalization, in which people incorporate social influences into their own usefulness perceptions and identification, in which people use a system to gain status and influence within the work group and thereby improve their job performance, particularly in the early stages of experience (keong, et al., 2012). maldonado et.al (2011) found that learning motivation and social influence had a positive influence on behavioural intention, while facilitating condition had no effect on e-learning portal use. similarly, gonzalez et al. (2012) found that the north american internal auditors are more likely to use continuous auditing due to soft social coercion pressures of social influence through peers and higher authorities. on the other hand, middle eastern auditors are more likely to use the technology if it is mandated by the higher authorities. social influence is also affected the acceptance of it (kijsanayotin et al., 2009). people who worked in chcs exhibited a high degree of it acceptance and use. the research model analyses suggest that it acceptance is influenced by performance expectancy, effort expectancy, social influence and voluntariness. health it use is predicted by previous it experiences, intention to use the system, and facilitating conditions (kijsanayotin et al., 2009). facilitating conditions facilitating conditions is defined as the degree to which an individual believes that organizational and technical infrastructure exists to support use of the system. similar discussion can be found in model of personal computer utilization by thompson et al. (1991). the underlying construct of facilitating condition is operated to include aspects of the technological and/or organizational environment that are designed to remove barriers to use (keong et al., 2012). the utaut construct consists of items from perceived behavioral control and is theorized to model the relationship between the organization's attempts to overcome barriers to use and the potential users' intent to use. like effort expectancy, the power of this variable predicts usage decreases after initial acceptance. gupta et al. (2008) found that performance and effort expectancy, social influence and facilitating conditions all positively impact the use of the ict. table 1 summarizes the core constructs of utaut described above. table 1 the core constructs of utaut constructs definition variables model contributing to constructs performance expectancy the degree to which an individual believes that using the system will help him or her to attain gains in a job perceived usefulness (pu) technology acceptance model (tam) 1-3; combined tamtpb (theory of planned behavior) 110 journal the winners, vol. 13 no. 2, september 2012: 106-114 extrinsic motivation motivation model (mm) job-fit model of pc utilization (mpcu) relative advantage (ra) innovation diffusion theory (idt) outcome expectations social cognition theory (sct) effort expectancy the degree of ease associated with the use of the system. perceived ease of use (peou) tam 1-3 complexity mpcu social influence the degree to which an individual feels that it is important for others to believe he or she should use the new system. subjective norms tra,tam2, tpb/ dtpb, and combined tam-tpb social factors mpcu image doi facilitating conditions the degree to which an individual believes that organizational and technical infrastructure exists to support use of the system. perceived behavioral control tpb/dtpb and combined tamtpb facilitating conditions mpcu compatibility doi the four constructs of utaut have significant positive influence and impact on the behavioral intention to accept and use ict by the adsu academic staff.. im et al. (2011) found that the impact of performance expectancy on behavioral intention was not significantly different between the us and korea. it may indicate that performance is an important factor affecting technology adoption equally across countries. it is interesting that effort expectancy has a greater impact on behavioral intention in the us than in korea. this implies that the us. users‘ decisionmaking on technology adoption is affected more than korean users by how easy the technology is to use. additionally behavioral intention, together with facilitating intention, significantly influences the actual use of wbqas. social influence has no significant impact on the intention to use the service. additionally behavioral intention, together with facilitating intention, significantly influences the actual use of wbqas. social influence has no significant impact on the intention to use the service (deng et al., 2011). trust in the internet and trust in the e-file provider were shown to significantly influence perceived risk. implications for practice and research are discussed (schaupp et al., 2010). utaut 2 utaut2 incorporates three constructs into utaut: hedonic motivation, price value, and habit. individual differences—name, age, gender, and experience—are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. results showed that compared to utaut, the extensions proposed in utaut2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). further, venkatesh et al ‘s data (2012) also revealed that the impact of hedonic motivation on behavioral intention is moderated by age, gender, and experience, the utaut and utaut 2… (andreas chang) 111 effect of price value on behavioral intention is moderated by age and gender, and, habit has both direct and mediated effects on technology use, and these effects are moderated by individual differences. hedonic motivation hedonic motivation is defined as the fun or pleasure derived from using a technology, and it has been shown to play an important role in determining technology acceptance and use (brown and venkatesh 2005). in is research, such hedonic motivation (conceptualized as perceived enjoyment) has been found to influence technology acceptance and use directly (e.g., van der heijden 2004; thong et al 2006). in the consumer context, hedonic motivation has also been found to be an important determinant of technology acceptance and use (e.g., brown and venkatesh 2005; childers et al. 2001). thus, we add hedonic motivation as a predictor of consumers‘ behavioral intention to use a technology. yang (2010) found that that utilitarian and hedonic performance expectancy, social influence, and facilitating conditions are critical determinants of us consumers‘ intentions to use mobile shopping services and that the hedonic or entertainment aspect of mobile shopping services is the most critical driver of us consumers‘ intentions to use mobile shopping services. meanwhile, the perceived usefulness emerged as a significant mediator in the case of utilitarian snws and perceived enjoyment emerged as a significant mediator in the case of hedonic snws user acceptance phenomenon (pillai & mukherjee, 2011). bae & chang (2012) maintained that the relative advantage has the greatest influence on the purchase intention of smart tv, followed by compatibility, entertainment, web-browsing and n-screen. price value an important difference between a consumer use setting and the organizational use setting, where utaut was developed, is that consumers usually bear the monetary cost of such use whereas employees do not. the cost and pricing structure may have a significant impact on consumers’ technology use. experience and habit the last construct added to utaut is two related yet distinct constructs, namely experience and habit. venkatesh et al. (2003) operated experience as three levels based on passage of time: (1) post-training was when the system was initially available for use; (2) one month later; ( 3) three months later. habit was defined by limayem et al. ( 2007) as the extent to which people tend to perform behaviors automatically because of learning, while kim et al. (2005) equated habit with automaticity. although conceptualized rather similarly, habit has been organized in two distinct ways. first, habit is viewed as prior behavior (see kim and malhotra 2005). second, habit is measured as the extent to which an individual believes the behavior to be automatic. previous it experiences also predicted health it use, intention to use the system, and facilitating conditions (kijsanayotin et al., 2009) future research utaut hypothesizes that performance expectancy, effort expectancy, social influence, and facilitating conditions are the determinants of behavioral intention or use behavior; and that gender, age, experience, and voluntariness of use have moderating effects on the acceptance of it. sun & zhang also suggested that it is necessary to examine the potential moderating effects of user technology acceptance. a systematic review of 450 citations of the originating article in an 112 journal the winners, vol. 13 no. 2, september 2012: 106-114 attempt to better understand the reasons for citation, use and adaptations of the theory by williams et.al (2011) revealed that although a large number of studies have cited the originating article since its appearance, only 43 actually utilised the theory or its constructs in their empirical research for examining is/it related issues (williams, rana, dwivedi, & lal, 2011). this imply that despites its popularity, utaut was not employed solely without being extended. venkatesh et. al (2012) maintains that the future research can build on our study by testing utaut2 in different countries, different age groups, and different technologies, identify other relevant factors that may help increase the applicability of utaut to a wide range of consumer technology use contexts, using experiments that manipulate the predictors (and using the scales as manipulation checks) can further help reduce cmv concerns. martin et al. (2011) suggests that future work should explore other relevant antecedents such as involvement as well as others related to purchaser profile, together with variables linked to vendors, such as reliability or reputation or even further variables linked to a country‘s culture (e.g. masculinity or individualism to use hofstede‘s (1980) terms) or the kind of product purchased. it would also prove interesting to posit the analysis of these variables for other recent sales media such as mobile phones.   conclusion the studies examined works which employed utaut and utaut 2 by focusing on findings on the core constructs of utaut to predict behavioral intentions. the results confirmed previous studies that the all of the four constructs of utaut contributed to behavioral intention even though pe seemed to be the most significant contributors among the four. findings also suggest utaut 2 has been more explanatory and list the suggestions for future works. the immediate implications are for researchers who wish to examine behavioral intentions using utaut or utaut2 models. they will be able to consider what factors to examine and future research to conduct and what theoretical models to use for their research. the findings will also be useful for managerial venture into ensuring that a new system or technology to be accepted and used by the employees. this study bears a number of limitations. number of papers examined is one of them. it would be more accurate to increase the number of paper examined. the other limitation is the ability to draw a statistical conclusion each research examined. this is due to a great variety of research topics, methods, constructs and contexts. references ajzen, icek. 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(2010). integrating ttf and utaut to explain mobile banking user adoption. computers in human behavior, 26, 760–767. doi: 10.1016/j.chb.2010.01.013 pengaruh return on assets..... (rani ramdhani) 29 pengaruh return on assets dan debt to equity ratio terhadap harga saham pada institusi finansial di bursa efek indonesia rani ramdhani management department, school of business management, binus university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 rani.s_ramdhani@ymail.com abstract this study aims to determine the effect of return on assets and debt to equity ratio of stock price on financial institutions in indonesia stock exchange. this study used secondary data, with samples 2 financial companies in indonesia stock exchange during the study period 2004-2010. independent variables in this study are return on assets and debt to equity ratio. this study used purposive sampling technique. the method of data analysis used classical assumption test, hypothesis test, multiple regression analysis, the f test and t test. based on results of the study, return on assets and debt to equity ratio have no significant effect on stock price. meanwhile, the f test result shows that return on assets and debt to equity ratio jointly have no effect on stock price. keywords: return on assets, debt to equity ratio, stock price abstrak penelitian ini bertujuan untuk mengetahui pengaruh return on assets dan debt to equity ratio terhadap harga saham pada institusi finansial di bursa efek indonesia. penelitian ini menggunakan data sekunder. sampel yang digunakan adalah 2 perusahaan finansial di bursa efek indonesia selama periode penelitian 2004-2010. variabel bebas dalam penelitian ini adalah return on assets dan debt to equity ratio. pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling. metode analisis data yang digunakan adalah uji asumsi klasik, pengujian hipotesis, multiple regression analysis, uji f dan uji t. berdasarkan hasil penelitian ini diketahui bahwa return on asset dan debt to equity ratio tidak memiliki pengaruh yang signifikan terhadap harga saham. hasil uji f menunjukkan bahwa return on asset dan debt to equity ratio secara bersama-sama tidak memiliki pengaruh terhadap harga saham. kata kunci: return on assets, debt to equity ratio, harga saham 30 journal the winners, vol. 14 no. 1, maret 2013: 29-41 pendahuluan pada dasarnya setiap perusahaan akan selalu membutuhkan modal untuk pertumbuhan perusahaan. hal ini disebabkan untuk memenuhi kelangsungan hidup perusahaan. maka dari itu, untuk mempermudah perusahaan dalam mendapatkan modal, terdapat pasar modal yang merupakan tempat para investor dan emiten bertemu untuk melakukan transaksi jual beli saham. untuk memenuhi kebutuhan dana tersebut, saat ini makin banyak orang yang mendirikan suatu lembaga pembiayaan yang bergerak di bidang penyediaan dana atau barang yang akan dipergunakan oleh pihak lain di dalam mengembangkan usahanya. saat ini, leasing merupakan salah satu cara perusahaan memperoleh aset atau kepemilikan tanpa harus melalui proses yang berkepanjangan. semuanya telah diatur oleh perusahaan leasing yang disediakan oleh berbagai perusahaan. leasing juga merupakan salah satu langkah penghindaran risiko tinggi yang saat ini sudah disadari oleh para pengusaha yang ada. kemampuan perusahaan untuk menghasilkan keuntungan dan menilai apakah perusahaan efisien dalam memanfaatkan aktivanya dalam kegiatan operasional perusahaan dapat dilihat dari return on assets (roa). menurut weston dan copeland (1999) hasil pengembalian atas total aktiva (roa) mencoba mengukur efektivitas perusahaan dalam memanfaatkan seluruh sumber dayanya, yang kadang-kadang disebut dengan hasil pengembalian atas investasi. hasil pengembalian investasi atau lebih dikenal dengan nama return on investment (roi) atau return on total assets merupakan rasio yang menunjukkan hasil (return) atas jumlah aktiva yang digunakan dalam perusahaan (kasmir, 2008). debt to equity ratio (der) menunjukkan bagaimana komposisi pendanaan sendiri atau memanfaatkan utang-utangnya, makin besar der makin besar risiko perusahaan. menurut kasmir (2008), debt to equity ratio merupakan rasio yang digunakan untuk menilai utang dengan ekuitas. rasio ini berguna untuk mengetahui jumlah dana yang disediakan peminjam (kreditor) dengan pemilik perusahaan. rasio ini dapat melihat seberapa jauh perusahaan dibiayai oleh utang atau pihak luar dengan kemampuan perusahaan yang digambarkan oleh modal (harahap, 2010). penelitian mengenai pengaruh hubungan antara return on assets (roa) terhadap harga saham sudah banyak dilakukan para ahli sebelumnya. wulandari (2009) dalam penelitiannya menunjukkan variabel roa secara parsial berpengaruh positif dan signifikan terhadap harga saham. hasil penelitian ini juga didukung kusumawardani (2010). namun hasil penelitian tersebut bertentangan dengan hasil penelitian yang dilakukan oleh subiyantoro dan andreani (2003), bahwa return on assets (roa) tidak terdapat pengaruh signifikan terhadap harga saham. hasil riset tersebut didukung oleh sasongko dan wulandari (2006), anastasia (2003), dan stella (2009). selanjutnya, penelitian mengenai pengaruh debt to equity ratio terhadap harga saham telah banyak dilakukan oleh para ahli sebelumnya. stella (2009) menyatakan bahwa debt to equity ratio berpengaruh negatif dan signifikan terhadap harga saham. akan tetapi, hasil penelitian ini bertentangan dengan penelitian yang dilakukan oleh anastasia (2003). penelitiannya menyatakan bahwa debt to equity ratio (der) tidak terdapat pengaruh signifikan terhadapharga saham. penelitian ini juga didukung oleh subiyantoro dan andreani (2003). dengan melihat data awal yang berkaitan dengan hubungan return on assets (roa) dan debt to equity ratio (der) terhadap harga saham terdapat fenomena gap. terdapat indikasi kenaikkan harga saham pada sektor institusi finansial pada saat return on assets (roa) menurun dan debt to equity ratio (der) meningkat. sehingga ini menjadi masalah karena menurut penelitian yang telah dilakukan wulandari (2009), variabel roa secara parsial berpengaruh positif dan signifikan terhadap harga saham. akan tetapi, fenomena yang terjadi pada sektor institusi finansial adalah adanya pengaruh return on assets..... (rani ramdhani) 31 indikasi return on assets (roa) turun, sedangkan harga saham naik dengan kata lain memiliki hubungan negatif. berdasarkan data awal, terdapat fenomena gap dengan indikasi kenaikan harga saham pada sektor institusi finansial pada saat debt to equity ratio (der) meningkat. hal ini menjadi masalah karena menurut penelitian yang telah dilakukan stella (2009) dinyatakan bahwa debt to equity ratio berpengaruh negatif dan signifikan terhadap harga saham. akan tetapi, fenomena yang terjadi pada institusi finansial adalah adanya indikasi debt to equity ratio (der) naik, sedangkan harga saham meningkat; dengan kata lain memiliki hubungan negatif. dengan demikian dapat disimpulkan bahwa return on assets dan debt to equity ratio dapat membantu para investor untuk mengevaluasi pertumbuhan harga saham masa lalu, sekarang, dan untuk memproyeksi harga saham yang akan datang. serta berdasarkan penelitian terdahulu membuktikan ada pengaruh antara return on assets dan debt to equity ratio terhadap harga saham. dengan demikian, penelitian ini akan membahas pengaruh return on assets dan debt to equity ratio terhadap harga saham pada institusi finansial di bursa efek indonesia (bei). rumusan masalah dalam penelitian ini adalah sebagai berikut: (a) bagaimana tingkat roa pada insititusi finansial tahun 2007-2011; (b) bagaimana tingkat der pada institusi finansial tahun 2007-2011; (c) bagaimana tingkat harga saham pada institusi finansial 2007-2011; (c) seberapa besar pengaruh roa (return on assets) terhadap harga saham?; (d) seberapa besar pengaruh der (debt to equity ratio)terhadap harga saham; dan (e) seberapa besar pengaruh roa (return on assets),dan der (debt to equity ratio), terhadap harga saham. untuk menghindari makin meluasnya masalah penelitian ini, maka penulis melakukan pembatasan masalah. adapun pembatasan masalah tersebut antara lain: pertama, penelitian ini hanya menggunakan 2 variabel bebas (roa dan der) dan 1 variabel terikat (harga saham). kedua, penelitian ini menggunakan sampel institusi finansial yang terdaftar di bursa efek indonesia periode 2007-2011. tinjauan pustaka return on assets (roa) menurut riyadi (2006), return on assets adalah rasio profitabilitas yang menunjukkan perbandingan antara laba dengan total aset. rasio ini menunjukkan tingkat efisiensi pengelolaan aset yang dilakukan oleh yang bersangkutan. menurut kasmir (2008), hasil pengembalian investasi atau lebih dikenal dengan nama return on investment (roi) atau return on total assets merupakan rasio yang menunjukkan hasil (return) atas jumlah aktiva yang digunakan dalam perusahaan. makin kecil (rendah) rasio ini, makin kurang baik. demikian pula sebaliknya. menurut mardiyanto (2009) roa adalah rasio yang digunakan untuk mengukur kemampuan perusahaan dalam menghasilkan laba yang berasal dari aktivitas investasi. rasio ini digunakan untuk mengukur kemampuan manajemen dalam memperoleh keuntungan (laba) secara keseluruhan. makin besar roa, makin besar pula tingkat keuntungan yang dicapai oleh perusahaan tersebut dan makin baik pula posisi perusahaan tersebut dari segi penggunaan asset (dendawijaya, 2003). menurut lestari dan sugiharto (2007) angka roa dapat dikatakan baik apabila > 2%. rasio ini dapat dirumuskan sebagai berikut: 32 journal the winners, vol. 14 no. 1, maret 2013: 29-41 dari beberapa pengertian tersebut dapat disimpulkan bahwa return on assets merupakan rasio antara laba setelah pajak terhadap total assets. roa mencerminkan kemampuan perusahaan dalam memperoleh laba bersih setelah pajak dari total aset yang digunakan untuk operasional perusahaan. makin tinggi rasio ini menunjukkan bahwa perusahaan makin efektif dalam memanfaatkan aktiva untuk menghasilkan laba bersih setelah pajak. debt to equity ratio (der) debt to equity ratio merupakan rasio yang digunakan untuk menilai utang dengan ekuitas. rasio ini dicari dengan cara membandingkan antara seluruh utang, termasuk utang lancar dengan seluruhekuitas. rasio ini berguna untuk mengetahui jumlah dana yang disediakan peminjam (kreditor) dengan pemilik perusahaan. dengan kata lain rasio ini berfungsi untuk mengetahui setiap rupiah modal sendiri yang dijadikan jaminan utang. bagi bank (kreditor), makin besar rasio ini akan makin tidak menguntungkan karena makin besar resiko yang ditanggung atas kegagalan, namun bagi perusahaan sangat menguntungkan dan sebaliknya. der untuk setiap perusahaan tentu berbeda-beda, perusahaan dengan arus kas yang stabil biasanya memiliki rasio yang lebih tinggi dari rasio kas yang kurang stabil (kasmir, 2008). menurut rusdin (2008), rasio debt to equity ratio dapat dirumuskan sebagai berikut: kerangka pemikiran pada umumnya bentuk informasi yang digunakan oleh para calon investor dan para pemegang saham untuk mengevaluasi kinerja perusahaan dengan menggunakan neraca maupun laporan laba rugi. harga saham selalu mengalami perubahan. oleh karena itu, investor harus mampu memperhatikan faktor-faktor yang memengaruhi harga saham tersebut. harga suatu saham dapat ditentukan menurut hukum permintaan dan penawaran. makin banyak yang membeli suatu saham, maka harga saham cenderung bergerak naik. pengaruh roa terhadap harga saham return on assets digunakan untuk mengukur efektivitas perusahaan di dalam menghasilkan keuntungan dengan memanfaatkan aktiva yang dimiliki (kusumawardani, 2010). roa diperoleh dengan cara membandingkan antara net income after tax (niat) terhadap average total asset. makin tinggi return on assets menunjukkan bahwa perusahaan makin efektif dalam memanfaatkan aktiva untuk menghasilkan laba bersih setelah pajak. pengaruh der terhadap harga saham debt to equity ratio merupakan rasio yang digunakan untuk menilai utang dengan ekuitas. rasio ini dicari dengan cara membandingkan antara seluruh utang, termasuk utang lancar dengan seluruh ekuitas. rasio ini berguna untuk mengetahui jumlah dana yang disediakan peminjam (kreditor) dengan pemilik perusahaan. dengan kata lain rasio ini berfungsi untuk mengetahui setiap rupiah modal sendiri yang dijadikan jaminan utang. (kasmir,2008) pengaruh return on assets..... (rani ramdhani) 33 biaya utang lebih kecil daripada dana ekuitas dengan menambahkan utang ke dalam neracanya, perusahaan secara umum dapat meningkatkan profitabilitas yang kemudian menaikkan harga sahamnya, sehingga meningkatkan kesejahteraan para pemegang saham dan membangun potensi pertumbuhan yang lebih besar. atas dasar analisis tersebut maka pengaruh dari masing-masing variabel tersebut terhadap harga saham dapat ditunjukkan pada gambar 1. gambar 1 pengaruh masing-masing variabel terhadap harga saham keterangan : variabel penelitian ini terdiri dari dua variabel yaitu variabel dependen dan variabel independent. variabel dependen dalam hal ini adalah harga saham perusahaan. variabel independent dalam penelitian ini berupa return on asset (roa) dan debt to equity ratio (der) sebagai faktor yang memengaruhi harga saham perusahaan. hipotesis menurut ferdinand (2011), hipotesis merupakan jawaban sementara terhadap rumusan masalah penelitian. berdasarkan kerangka pemikiran yang dikemukakan, penulis merumuskan hipotesis sebagai berikut. h1 : return on asset (x1) berpengaruh positif terhadap harga saham (y) pada institusi finansial di bursa efek indonesia. h2 : debt to equity ratio (x2) berpengaruh negatif terhadap harga saham (y) pada institusi finansial di bursa efek indonesia. h3 : return on asset (x1), dan debt to equity ratio (x2), secara bersama-sama diduga berpengaruh signifikan terhadap harga saham (y) pada institusi finansial di bursa efek indonesia. 34 journal the winners, vol. 14 no. 1, maret 2013: 29-41 metode objek penelitian merupakan penjelasan tentang apa dan atau siapa, di mana, dan kapan penelitian dilakukan (umar, 2004). oleh karena itu, objek dalam penelitian ini adalah pengaruh return on assets (roa), debt to equity ratio (der),dan harga saham pada institusi finansial yang terdaftar di bursa efek indonesia periode 2004–2010. penelitian ini dilaksanakan di bursa efek indonesia, yang berlokasi di pusat referensi pasar modal (prpm) yang beralamat di jln. jend.sudirman kav.52–53 tower 2, jakarta selatan. jenis penelitian yang digunakan dalam penelitian ini adalah jenis penelitian deskriptif dan asosiatif. penelitian deskriptif adalah penelitian yang dilakukan untuk mengetahui nilai dari suatu variabel, dalam hal ini variabel mandiri, baik satu variabel atau lebih (independent) tanpa membuat perbandingan atau menghubungkan dengan variabel yang lain (hasan, 2005). jenis penelitian ini digunakan untuk mengetahui gambaran danmenerangkan keadaan perusahaan yang tergambar melalui laporan keuangan,dalam rangka memperoleh gambaran secara sistematis akan return on assets (x1), debt to equity ratio (x2), dan harga saham (y) yang kemudian diamati perubahan yang terjadi pada ketiga variabel tersebut baik kenaikan atau penurunannya. selain menggunakan metode penelitian deskriptif, dalam penelitian ini penulis juga menggunakan metode penelitian asosiatif. pada penelitian ini metode penelitian asosiatif digunakan untuk mencari pengaruh dari roa, dan der terhadap harga saham. tabel 1 operasional variabel variabel konsep indikator cara pengukuran skala x1 = roa (return on assets) kemampuan perusahaan dalam menghasilkan laba dengan memanfaatkan total asset (kekayaan) yang dimiliki oleh perusahaan.  earnings after tax  total assets rasio x2 = der (debt to equity ratio) kemampuan perusahaan dalam mengembalikan biaya utang melalui modal sendiri yang dimilikinya.  total liabilites  total equity rasio y = harga saham harga suatu saham pada pasar yang sedang berlangsung  closing price rasio sumber: pengolahan penulis populasi dan sampel adapun populasi dalam penelitian ini adalah perusahaan-perusahaan kelompok institusi finansial di bursa efek indonesia periode 2004-2010 dengan data diperoleh dari sumber data sekunder. sumber data sekunder adalah data-data yang dikumpulkan oleh peneliti melalui pihak kedua atau tangan kedua. teknik penentuan sampel dalam penelitian ini adalah dengan menggunakan purposive sampling. teknik ini ditentukan untuk memilih anggota sampel secara khusus berdasarkan tujuan penelitian dan kesesuaian kriteria-kriteria yang telah ditetapkan oleh peneliti. adapun kriteria-kriteria dipilihnya anggota populasi menjadi sampel dalam penelitian ini meliputi: perusahaan pada sektor institusi finansial yang telah tercatat di bursa efek indonesia tahun pengaruh return on assets..... (rani ramdhani) 35 2007-2011, perusahaan pada sektor institusi finansial yang menerbitkan laporan keuangan tahunan (annual report) secara kontinu selama lima tahun yaitu sejak tahun 2004 hingga tahun 2010 serta memiliki kelengkapan data terkait dengan variabel-variabel yang dibutuhkan, perusahaan pada sektor institusi finansial yang memiliki laporan tahunan yang berakhir pada 31 desember, indeks minimum return on assets (roa), debt to equity ratio (der) dan harga saham untuk masing-masing perusahaan harus bernilai positif, data yang digunakan harus memenuhi uji asumsi klasik. berdasarkan populasi penelitian yang terdiri dari 9 perusahaan, yang memenuhi seluruh kriteria dalam penelitian ini terdapat 2 perusahaan yang dapat diambil sebagai sampel. hasil dan pembahasan dalam penelitian ini, perusahaan yang menjadi sampel adalah institusi financial yang terdaftar di bursa efek indonesia (bei) selama periode 2004–2011. semua data yang diperlukan dalam penelitian ini adalah data sekunder yang berasal dari perusahaan yang go public dan terdaftar di bursa efek indonesia yang meliputi neraca dan laporan rugi/laba maupun data pendukung yang lainnya mulai tahun 2004-2011. data tersebut diperoleh dari indonesian capital market directory atau laporan keuangan tahunan indonesia stock exchange (idx) pada tahun yang bersangkutan dan sampel diperoleh berdasarkan kriteria purposive sampling yang telah ditetapkan. dari seluruh institusi finansial yang terdaftar di bursa efek indonesia, hanya 8 tahun dan dua sampel perusahaan yang memenuhi kriteria di dalam institusi finansial untuk dilakukan penelitian. pengujian hipotesis dalam penelitian ini kebenaran hipotesis dibuktikan dengan melakukan uji hipotesis dua pihak (two tail test). pengujian hipotesis bertujuan untuk mengetahui apakah terdapat pengaruh antara return on asset dan debt to equity ratio terhadap harga saham. langkah untuk melakukan pengujian hipotesis, yaitu seperti, uji t dan uji f sehingga dapat diperoleh hasil jawaban dari hipotesis kerja yang diteliti. uji parsial (uji t) koefisien ini bertujuan mengukur derajat linier antara variabel y dengan sebagian dari variabel-variabel independent jika sebagian dianggap tetap. menghitung koefisien korelasi parsial antara x1 (roa) dan y (harga saham), dengan menganggap bahwa x2 (debt to equity ratio) dianggap tetap. menurut ghozali (2006) salah satu cara melakukan uji t adalah dengan membandingkan nilai statistik t dengan nilai kritis menurut tabel. jika nilai statistik t hasil perhitungan lebih tinggi dibandingkan nilai t tabel, hipotesis alternatif yang menyatakan bahwa suatu variabel independent secara individual memengaruhi variabel dependen diterima. adapun hipotesis secara parsial dalam penelitian ini adalah sebagai berikut: hipotesis pengaruh return on asset terhadap harga saham ho1: return on asset tidak memiliki pengaruh positif terhadap harga saham pada perusahaan finansial di bursa efek indonesia periode tahun 2004-2010. ha1: return on asset memiliki pengaruh positif terhadap harga saham pada perusahaan finansial di bursa efek indonesia periode tahun 2004-2010. 36 journal the winners, vol. 14 no. 1, maret 2013: 29-41 tabel 2 hasil uji t coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 475.411 377.791 1.258 .234 roa -1876.520 5052.150 -.152 -.371 .717 der -35.804 43.903 -.334 -.816 .432 a. dependent variable: hs berdasarkan tabel diperoleh thitung, maka perbandingan ttabel pada taraf kesalahan α=5% dengan uji dua arah (5%/2 = 0,025) dan derajat bebasnya (df) adalah n-2 = 14-2 = 12. dengan menggunakan tabel t-statistik uji dua arah, maka diperoleh ttabel sebesar 2,179. berdasarkan nilai thitung dan ttabel variabel independent (roa) dapat diketahui sebagai berikut. pengaruh return on asset terhadap harga saham dalam uji t, didapat hasil thitung sebesar -0,371; sedangkan ttabel sebesar 2,179. karena thitung< ttabel (-0.371 <2,179), dengan demikian h01 diterima. artinya, tidak ada pengaruh positif antara roa terhadap harga saham. ini sesuai dengan penelitiaan yang dilakukan oleh stella (2009), subiyantoro dan andreani (2003) yang menyimpulkan bahwa return on asset tidak berpengaruh terhadap harga saham. lebih lanjut, hasil penelitian ini menolak hasil penelitian yang dilakukan oleh rinati dan budiman (2009) yang menyimpulkan bahwa return on asset memiliki pengaruh yang dominan terhadap harga saham. gambar 2 kurva return on asset terhadap harga saham hipotesis pengaruh debt to equity ratio terhadap harga saham ho2: debt to equity ratio tidak memiliki pengaruh negative terhadap harga saham pada perusahaan finansial di bursa efek indonesia periode tahun 2004-2010. ha2: debt to equity ratio memiliki pengaruh negative terhadap harga saham pada perusahaan finansial di bursa efek indonesia periode tahun 2004-2010. pengaruh return on assets..... (rani ramdhani) 37 tabel 3 hasil uji t coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 475.411 377.791 1.258 .234 roa -1876.520 5052.150 -.152 -.371 .717 der -35.804 43.903 -.334 -.816 .432 a. dependent variable: hs berdasarkan tabel diperoleh thitung maka kita bandingkan dengan ttabel pada taraf kesalahan α=5% dengan uji dua arah (5%/2 = 0,025) dan derajat bebasnya (df) adalah n-2 = 14-2 = 12. dengan menggunakan tabel t-student uji dua arah maka diperoleh ttabel sebesar 2,179.berdasarkan nilai thitungdan ttabel variabel independent (der) dapat diketahui bahwa: pengaruh debt to equity ratio terhadap harga saham dalam uji t, didapat hasil thitung sebesar 0,816 sedangkan ttabel sebesar 2,179. karena thitung< ttabel (-0.816 <2,179), dengan demikian h02 diterima yang artinya bahwa tidak memiliki pengaruh negatif antara der terhadap harga saham. ini sesuai dengan penelitiaan yang dilakukan oleh anastasia (2003), subiyantoro dan andreani (2003) yang menyimpulkan bahwa debt to equity ratio tidak berpengaruh terhadap harga saham. namun hasil penelitian ini menolak hasil penelitian yang dilakukan oleh kusumawardani (2010) yang menyimpulkan bahwa debt to equity ratio memiliki pengaruh yang signifikan terhadap harga saham. gambar 3 kurva debt to equity ratio terhadap harga saham uji simultan (uji f) uji f atau uji global disebut juga uji signifikan serentak. uji ini dimaksudkan untuk melihat kemampuan menyeluruh dari variabel independent yaitu roa (x1) dan der(x2) untuk dapat atau mampu menjelaskan harga saham (y). berdasarkan tabel mengenai hasil perhitungan return on asset, debt to equity ratio, dan harga saham perusahaan finansial periode 2004-2010 yang dianalisis dengan menggunakan program spss 16.0 diperoleh hasil uji f sebagai berikut. 38 journal the winners, vol. 14 no. 1, maret 2013: 29-41 tabel 4 uji f anovab model sum of squares df mean square f sig. 1 regression 22723.028 2 11361.514 .372 .697a residual 335535.329 11 30503.212 total 358258.357 13 a. predictors: (constant), der, roa b. dependent variable: hs berdasarkan perhitungan dengan spss, diperoleh nilai fhitung sebesar 0,372 sedangkan nilai ftabel pada taraf = 5% dengan derajat pembilang k = 2 dan derajat penyebut digunakan n-k-1 = 14-2-1 = 11, maka diperoleh ftabel sebesar 1,179. hasil tersebut menunjukkan bahwa fhitung< ftabel atau 0.372 < 1,179 dan sig > 0,05 yaitu (0,697> 0,05). karena fhitung<ftabel dan sig > 0,05, h3ditolak. dengan demikian dapat disimpulkan bahwa roa dan der tidak terdapat pengaruh yang signifikan secara bersama-sama terhadap harga saham. gambar 4 kurva roa dan der terhadap harga saham analisis koefisien determinasi koefisien determinasi digunakan untuk mengetahui kesesuaian atau ketepatan hubungan antara variabel independent dengan variabel dependent dalam persamaan regresi. atau dengan kata lain, koefisien determinasi menunjukkan kemampuan variabel independent (x) untuk menjelaskan variabel dependent (y). makin besar nilai koefisien determinasi, makin baik kemampuan variabel x menjelaskan variabel y. koefisien determinasi variabel return on asset (x1) dan debt to equity ratio (x2) terhadap harga saham (y): kd = r2 x 100% = (0,2522)x 100% = (0,063504) x 100% = 6,3504% berdasarkan perhitungan, diperoleh nilai koefisien determinasi return on asset (x1) dan debt to equity ratio (x2) sebesar 0,063504. hal ini dapat diartikan bahwa return on asset (x1) dan debt to equity ratio (x2) mampu menjelaskan 6,3504% terhadap harga saham (y) dan sisanya sebesar 93,6496% dijelaskan oleh variabel lain yang tidak diteliti. pengaruh return on assets..... (rani ramdhani) 39 pembahasan berdasarkan hasil penelitian yang menguji pengaruh roa dan der terhadap harga saham pada institusi finansial periode 2004 – 2010, berikut adalah beberapa hal yang dapat dijelaskan dalam penelitian ini. perkembangan return on asset (roa) pada institusi finansial pada periode 2004 -2010 juga mengalami peningkatan dan penurunan setiap tahunnya. peningkatan dan penurunan ini terjadi karena harga saham tiap tahun mengalami fluktuasi yang sulit untuk diprediksi. nilai tertinggi dari roa adalah 0,088, yaitu pada 2005. hal ini disebabkan perusahaan mampu memprediksi kapan harga saham akan naik ataupun turun dan dapat meningkatkan nilai harga saham. dengan begitu, perusahaan memiliki nilai roa yang tinggi, sehingga para investor berminat untuk menginvestasikan modalnya dan harga saham akan meningkat. sementara nilai terendah roa adalah sebesar 0,042 yaitu tahun 2007. berdasarkan hasil pengujian hipotesis variabel return on asset secara parsial menunjukkan tidak berpengaruh terhadap harga saham. hal ini dapat ditunjukkan dengan nilai t hitung < ttabel (0,371 <2,179), dengan demikian h01 diterima. artinya, tidak terdapat pengaruh positif antara return on asset terhadap harga saham. hal ini berarti tidak sesuai dengan hipotesis semula bahwa roa mampu memengaruhi peningkatan harga saham. hal ini sesuai dengan penelitiaan yang dilakukan oleh stella (2009), subiyantoro dan andreani (2003) yang menyimpulkan bahwa return on asset tidak berpengaruh terhadap harga saham. debt to equity ratio (der) pada institusi finansial dari 2004-2010 mengalami peningkatan dan penurunan tiap tahun. peningkatan dan penurunan ini terjadi karena kebijakan dari manajemen perusahaan dalam hal keputusan jumlah kewajiban yang harus dibayarkan serta pengoptimalan nilai debt to equity ratio (der) untuk meningkatkan return perusahaan terhadap sahamnya. nilai tertinggi dari debt to equity ratio (der) adalah 4,5787 pada 2008. sedangkan nilai terendah dari debt to equity ratio (der) adalah sebesar 0.3501 pada 2009. hal ini diakibatkan perusahaan telah mampu menggunakan modal sendiri dan total utang dari pinjaman untuk kegiatan operasional perusahaan, ekspansi, peningkatan produktivitas dan lain-lain secara efektif dan efisien. oleh karena itu perusahaan dapat memperoleh tingkat pengembalian (return) yang tinggi. berdasarkan hasil penelitian pada institusi finansial, debt to equity ratio (der) memiliki nilai koefisien parsial sebesar -0,816. hal ini dapat diartikan bahwa hubungan antara der dengan harga saham negatif sangat rendah. artinya jika der naik, harga saham akan turun; begitu juga sebaliknya jika der turun, harga saham akan naik. sedangkan uji signifikansi antara der dengan harga saham ditunjukkan dengan nilai (sig. 2-tailed > 0.05 atau α < 0.05), yang berarti terdapat hubungan yang signifikan antara der dengan harga saham. maka, h02 ditolak dan tidak memiliki pengaruh antara debt to equity ratio terhadap harga saham. hasil ini sesuai dengan penelitian yang dilakukan subiyantoro dan andreani (2003), bahwa der tidak memiliki pengaruh terhadap harga saham. harga saham adalah sama dengan nilai tunai atau present value dari keuntungan pada masa yang akan datang. harga saham pada institusi finansial dari tahun ke tahun mengalami peningkatan dan penurunan. peningkatan dan penurunan ini disebabkan harga saham (closing price) perusahaan yang dibagikan kepada para pemegang saham mengalami fluktuasi setiap tahun. nilai tertinggi harga saham adalah rp660,00 pada 2010 dan nilai terendah harga saham adalah sebesar rp113,00 pada 2008. setelah dilakukan perhitungan, diperoleh hasil persamaan regresi antara return on asset dan debt to equity ratio terhadap harga saham adalah y= 475,411 – 1876,520 roa  35,804 der. nilai intercept (konstanta atau a) sebesar 475,411 menunjukkan nilai harga saham jika roa (x1) dan der (x2) dianggap nol. nilai b1 sebesar -1876,520 menunjukkan koefisien regresi x1 (roa) terhadap harga saham (y), jika x2 (der) dianggap konstan. nilainya negatif, maka setiap penaikan roa 40 journal the winners, vol. 14 no. 1, maret 2013: 29-41 sebesar 1% akan menurunkan harga saham sebesar rp1876,520. begitu juga sebaliknya, setiap penurunan roa sebesar 1%, maka akan menaikkan harga saham sebesar rp1876,520. nilai b2 sebesar -35,804 menujukkan koefisien regresi x2 (der) terhadap harga saham (y), jika x1 (roa) dianggap konstan. karena nilainya negatif, setiap penurunan der sebesar 1% akan menaikkan harga saham sebesar rp35.804. begitu juga sebaliknya, setiap kenaikkan der sebesar 1% akan menurunkan harga saham sebesar rp35,804. berdasarkan hasil uji simultan (uji f) antara roa, der terhadap harga saham diperoleh nilai fhitung sebesar 0,372 sedangkan nilai ftabel pada taraf = 5% dengan derajat pembilang k = 2 dan derajat penyebut digunakan n-k-1 = 14-2-1 = 11, maka diperoleh ftabel sebesar 1,179. hasil tersebut menunjukkan bahwa fhitung< ftabel atau 0,372 < 1,179 dan sig < 0,05 yaitu (0,697> 0,05). karena fhitung<ftabel dan sig > 0,05, h3ditolak. dapat ditarik kesimpulan bahwa roa dan der tidak terdapat pengaruh yang signifikan secara bersama-sama terhadap harga saham. simpulan berdasarkan hasil analisis data dan pembahasan tentang return on asset dan debt to equity ratio terhadap harga saham pada perusahaan yang bergerak di bidang finansial yang terdaftar di bursa efek indonesia (bei) selama periode penelitian tujuh tahun (2004-2010), maka dapat diambil beberapa simpulan sebagai berikut. pertama, return on asset tidak memiliki pengaruh yang signifikan terhadap harga saham. berdasarkan hasil perhitungan t-test diperoleh thitung (-0,371) < ttabel (-2,179). kedua, debt to equity ratio tidak memiliki pengaruh signifikan terhadap harga saham. berdasarkan hasil pengujian t-test diperoleh thitung (-0,816) < ttabel (-2,179). kedua, dari pengujian regresi dengan melihat tabel anova, jika diuji secara simultan, return on asset dan debt to equity ratio secara bersama-sama berpengaruh terhadap harga saham. daftar pustaka anastasia, n. (2003). analisis faktor fundamental dan risiko sistematik terhadap harga saham properti di bej. jurnal akuntansi dan keuangan, 5(2), 123–132. dendawijaya, l. (2003). manajemen perbankan. jakarta: ghalia indonesia. ferdinand, a. (2011). metode penelitian manajemen. semarang: indoprint. ghozali, i. (2006). aplikasi analisis multivariate dengan program spss. semarang: badan penerbit universitas diponegoro. harahap, s. s. (2010). analisis kritis atas laporan keuangan. jakarta: raja grafindo persada. hasan, m. i. (2005). pokok-pokok materi statistik 1 (statistik deskriptif). jakarta: bumi aksara. kasmir. (2008). bank dan lembaga keuangan lainnya. jakarta: raja grafindo persada. kusumawardani, a. (2010). analisis pengaruh eps, der, roe, fl, cr, dan roa terhadap harga saham. universitas gunadarma. pengaruh return on assets..... (rani ramdhani) 41 lestari, m. i. & sugiharto, t. (2007). kinerja bank devisa dan bank non devisa dan faktor-faktor yang mempengaruhinya. proceeding pesat (psikologi, ekonomi, sastra, arsitek & sipil), 2. fakultas ekonomi, universitas gunadarma. mardiyanto, h. (2009). intisari manajemen keuangan. jakarta: grasindo. rinati, i. & budiman. (2009). pengaruh net profit margin, return on assets, dan return on equity terhadap harga saham pada perusahaan yang tercantum dalam indeks lq45. jakarta: universitas gunadarma. riyadi, s. (2006). banking assets and liability management. edisi 3. jakarta: lembaga penerbit fakultas ekonomi universitas indonesia. rusdin. (2008). pasar modal: teori, masalah dan kebijakan dalam praktik. bandung: alfabeta. sasongko, noer dan nila wulandari. 2006. pengaruh eva dan rasio-rasio profitabilitas terhadap harga saham. empirika, 19(1), 64–80. stella. (2009). pengaruh per, der, roa dan pbv terhadap harga pasar saham.” jurnal bisnis dan akuntansi, 11(2), 97–106. subiyantoro, e. & andreani, f. (2003). analisis faktor-faktor yang memengaruhi harga saham. jurnal manajemen & kewirausahaan, 5(2), 171–180. umar, h. (2004). manajemen riset pemasaran dan perilaku konsumen. jakarta: gramedia pusaka. weston, j. f. & copeland, t. e. (1999). manajemen keuangan. edisi 8. jakarta: bina rupa aksara wulandari, d. a. (2009). analisis faktor fundamental terhadap harga saham. jurnal akuntansi & keuangan, oktober. microsoft word 07_yunita_setting_ok lahan pertanian abadi..... (yunita ismail) 71  lahan pertanian abadi (lpa) di kabupaten tangerang yunita ismail president university, jababeka education park, jln. kihajar dewantara kota jababeka, bekasi 17550, indonesia yunitaismail@yahoo.co.id abstract tangerang regency is a supporting area for dki jakarta. the main function of this supporting area is as the human resource for fulfilling development needs of dki jakarta. based on agricultural products from tangerang regency, it is known that rice production almost 12 tons gkp/ha/year. this production is big enough to support harvest production nationally. therefore, changing in dedicated agricultural field to be a nonagricultural area is considered will decrease rice production in tangerang regency. based on those conditions, it is needed to decide agricultural field which will not be used for non-agricultural activities, or so called agricultural land conversion (lpa). this research uses secondary data from biro pusat statistik (indonesia bureau of statistic) in tangerang regency. the conclusion is that controlling the agricultural land conversion based on land capability survey in lpa area, as detail survey to irrigated rice field, non-irrigated rice field, and deep observation for agricultural field non-rice field. keywords: lpa (agricultural land conversion), tangerang, agricultural, rice production abstrak kabupaten tangerang merupakan daerah penyangga bagi dki jakarta. fungsi daerah penyangga yang paling utama adalah sebagai sumber tenaga kerja untuk memenuhi kebutuhan pembangunan dki jakarta. dilihat dari hasil pertanian dari kabupaten tangerang, didapat bahwa produksi padi mencapai 12 ton gkp/ha/tahun. produksi ini cukup besar untuk menunjang produksi panen secara nasional. karenanya, perubahan peruntukan lahan pertanian menjadi untuk non pertanian dikhawatirkan akan menurunkan produksi padi di kabupaten tangerang. dengan memperhatikan kondisi di atas, maka dirasa perlu untuk menentukan lahan pertanian yang tidak akan diubah peruntukkan untuk keperluan selain pertanian, atau disebut sebagai lahan pertanian abadi (lpa). dalam penelitian ini, dipergunakan data sekunder yang berasal dari biro pusat statistik kabupaten tangerang. simpulan yang didapatkan yaitu pengelolaan lpa ditentukan berdasarkan survei kemampuan lahan sesuai dengan perwilayahan lpa, yaitu survei detil untuk lahan sawah beririgasi, survei semi detil untuk lahan sawah bukan irigasi, dan survei tinjauan mendalam untuk lahan pertanian bukan sawah. kata kunci: lpa (lahan pertanian abadi), tangerang, pertanian, produksi padi 72 journal the winners, vol. 12 no. 1, maret 2011: 71-81  pendahuluan latar belakang kabupaten tangerang merupakan daerah penyangga bagi dki jakarta. fungsi daerah penyangga yang paling utama adalah sebagai sumber tenaga kerja untuk memenuhi kebutuhan pembangunan dki jakarta. paling sedikit terdapat 4 (empat) kecamatan yang berperan besar sebagai penyangga dki jakarta, yaitu serpong, pamulang, ciputat dan pondok aren. kebutuhan lahan untuk bangunan (baik perumahan maupun untuk industri) pada keempat kecamatan ini diperkirakan yang paling luas dibandingkan wilayah kecamatan di lingkungan kabupaten tangerang yang lain. berdasarkan sk bupati no. 050/kep‐um/2003 tentang titik berat pembangunan berdasarkan perwilayahan, wilayah kabupaten tangerang memiliki 4 (empat) kelompok wilayah. wilayah utara terdiri dari 8 (delapan) kecamatan, yaitu kresek, kronjo, mauk, kemiri, sukadiri, pakuhaji, teluknaga dan kosambi. wilayah selatan terdiri dari 7 (tujuh) kecamatan, yaitu pagedangan, serpong, cisauk, pamulang, ciputat dan pondok aren. wilayah barat terdiri dari 5 (lima) kecamatan, yaitu tigaraksa, balaraja, jayanti, jambe dan cisoka. wilayah tengah terdiri dari 6 (enam) kecamatan, yaitu pasar kemis, panongan, rajeg, curug, legok, cikupa dan sepatan. pembagian wilayah kabupaten tangerang dalam 4 (empat) kelompok wilayah juga didasarkan atas keunggulan suatu wilayah dalam kaitan dengan titik berat pembangunan wilayah. perwilayahan pembangunan membuat kebijakan pembangunan pada suatu wilayah lebih focus berdasarkan keunggulan wilayah yang bersangkutan. sinergi pembangunan antar wilayah akan terjadi jika masing‐masing wilayah dapat tumbuh dan berkembang berdasarkan potensi dan keunggulan yang dimiliki oleh masing‐masing wilayah. kalau diperhatikan pertambahan jumlah penduduk di kabupaten tangerang cukup tinggi (dengan pertumbuhan penduduk 2 persen/tahun). hal ini sesuai dengan peran tangerang sebagai penyangga jakarta. akan tetapi dilain sisi, peruntukan lahan di kabupaten tangerang 63 persen untuk lahan pertanian (baik sawah maupun bukan sawah). dari 2 hal di atas dapat diperkirakan bahwa perubahan peruntukan lahan dari pertanian ke non pertanian akan menjadi hal yang sering terjadi. kalau dilihat dari hasil pertanian dari kabupaten tangerang, didapat bahwa produksi padi mencapai 12 ton gkp/ha/tahun. produksi ini cukup besar untuk menunjang produksi panen secara nasional. oleh karena itu perubahan peruntukan lahan pertanian menjadi untuk non pertanian dikhawatirkan akan menurunkan produksi padi di kabupaten tangerang. dengan memperhatikan kondisi diatas, maka dirasa perlu untuk menentukan lahan pertanian yang tidak akan dirubah peruntukkan untuk keperluan selain pertanian, atau disebut sebagai lahan pertanian abadi (lpa). rumusan masalah dari latar belakang di atas, dapat dilihat bahwa permasalahan yang dihadapi adalah (1) bagaimana menentukan lahan pertanian abadi di kabupaten tangerang; (2) bagaimana pengelolaan lahan pertanian abadi di kabupaten tangerang. tujuan penelitian adapun tujuan dari penelitian ini adalah (1) untuk menentukan kriteria yang akan digunakan dalam menentukan lahan pertanian abadi di kabupaten tangerang; (2) untuk mendapatkan cara pengelolaan lahan pertanian abadi di kabupaten tangerang. lahan pertanian abadi..... (yunita ismail) 73  metode penelitian dalam penelitian ini, dipergunakan data sekunder yang berasal dari biro pusat statistik kabupaten tangerang. adapun data yang dikumpulkan adalah data luas lahan sesuai dengan peruntukannya, data jumlah penduduk dan kepadatan penduduk, data tata guna lahan, data curah hujan dan debit sungai. hasil dan pembahasan gambaran sektor pertanian di kabupaten tangerang untuk dapat mengidentifikasi faktor‐faktor yang mempengaruhi penetapan lahanpertanian abadi dan parameter‐parameter yang berpengaruh terhadap lpa, maka diperlukan data dan informasi mengenai: (1) statistik kependudukan dan pertanian dari biro pusat statistik kabupaten tangerang; (2) statistik pengamatan curah hujan dan aliran sungai dari dinas bina marga kabupaten tangerang; (3) peta batas administratif pemerintahan, tataguna lahan, das, jaringan jalan dan irigasi dari berbagai instansi yang terkait. perwilayahan dan demografi luas lahan dan jumlah penduduk kabupaten tangerang disajikan dalam tabel 1. dari tabel 1 tersebut tampak bahwa wilayah utara dan tengah merupakan wilayah terluas, berturut‐turut seluas 340,7 km 2 dan 322,2 km 2 . sedangkan wilayah selatan merupakan wilayah dengan jumlah penduduk terbanyak, yaitu 1,2 juta orang pada tahun 2006. dengan demikian wilayah selatan juga menjadi wilayah terpadat penduduknya yaitu 5.206 orang/km 2 , jauh di atas kepadatan rata‐rata kabupaten tangerang tahun 2006 sebanyak 3.151 orang/km 2 . tabel 1 luas lahan, jumlah, kepadatan, dan laju pertumbuhan penduduk tahun 2003-2006 sumber: bps, 2007 (diolah) wilayah barat kabupaten tangerang memiliki tingkat pertumbuhan penduduk tertinggi selama tahun 2003‐2006 yaitu 2,74% per tahun. sedangkan wilayah selatan mengalami tingkat pertumbuhan penduduk yang paling rendah yaitu 2,01% per tahun. secara umum, rata‐rata tingkat pertumbuhan penduduk kabupaten tangerang selama tahun 2003‐2006 adalah 2,44% per tahun. 74 journal the winners, vol. 12 no. 1, maret 2011: 71-81  tataguna lahan wilayah kabupaten tangerang terdiri atas 40,7 ribu ha lahan sawah, sedangkan 68,3 ribu ha merupakan lahan kering. wilayah utara merupakan satu‐satunya wilayah di kabupaten tangerang yang didominasi oleh lahan sawah, yaitu 21,1 ribu ha dari total wilayah utara seluas 34,1 ribu ha. tabel 2 menyajikan tataguna lahan kabupaten tangerang tahun 2006. sektor pertanian dalam arti luas (termasuk peternakan dan perikanan) meliputi 68,9 ribu ha, yang terdiri dari 40,7 ribu ha lahan sawah, 28,162 ribu ha merupakan lahan pertanian kering. wilayah selatan memiliki lahan pertanian terkecil di kabupaten tangerang. wilayah barat memiliki lahan sawah bukan irigasi (termasuk sawah tadah hujan dan pasang surut) yang terluas di kabupaten tangerang yaitu 5,3 ribu ha. sedangkan wilayah tengah memiliki luas lahan pertanian bukan sawah (terutama kebun dan ladang) yang terluas di kabupaten tangerang yaitu 8,6 ribu ha. tabel 2 tataguna lahan kabupaten tangerang tahun 2006 (hektar) sumber: bps, 2007 (diolah) areal sawah didominasi oleh sawah dengan irigasi teknis, yaitu seluas 26,9 ribu ha, selebihnya adalah lahan sawah bukan irigasi seluas 13,7 ribu ha. sawah irigasi sebagian besar berada di wilayah utara (17,7 ribu ha) dan tengah (6,6 ribu ha). dengan demikian kedua wilayah ini berperan strategis dalam penetapan lpa di kabupaten tangerang. produksi padi produksi padi kabupaten tangerang dihasilkan dari sawah dengan irigasi maupun bukan irigasi. sebagaimana telah diuraikan di atas, pada tahun 2006 sawah dengan irigasi mencapai luas hampir 27 ribu ha, sedangkan sawah bukan irigasi seluas 13,7 ribu ha. tabel 3 menyajikan luas sawah, luas panen serta produksi padi kabupaten tangerang tahun 2005 dan 2006. tabel 3 luas lahan, luas panen, dan produksi padi kabupaten tangerang tahun 2005 dan 2006 sumber: bps, 2007 (diolah) produksi padi kabupaten tangerang dalam tahun 2006 adalah 485 ribu ton gkp (gabah kering panen).wilayah utara menjadi pemasok utama produksi padi yaitu sebanyak 248 ribu ton gkp, disusul wilayah tengah, barat dan selatan masing‐masing berturut‐turut sebanyak 118 ribu ton gkp, lahan pertanian abadi..... (yunita ismail) 75  103 ribu ton gkp dan 16 ton gkp. sebagaimana ditunjukkan dalam tabel 2 di atas, wilayah utara memiliki lahan sawah yang paling luas dibandingkan dengan wilayah yang lain di dalam kabupaten tangerang. dalam 2 tahun terakhir, kabupaten tangerang mengalami penurunan produksi padi sebanyak 5 ribu ton gkp (gabah kering panen), yaitu dari 490 ribu ton gkp pada tahun 2005 menjadi 485 ton gkp pada tahun 2006. penurunan produksi padi ini sejalan dengan penurunan luas lahan dan luas panen sawah yang terjadi selama kurun waktu 2005‐2006. hidrologi dan das wilayah kabupaten tangerang termasuk dalam das (daerah aliran sungai) cisadane‐ciliwung, yang juga meliputi wilayah dki jakarta, depok, bogor dan bekasi. daerah hulu das cisadane‐ciliwung sebagian besar berada dalam wilayah kabuapaten bogor, sedangkan kabupaten tangerang merupakan daerah hilir dari das cisadane‐ciliwung. dinamika sumberdaya air dan lahan dalam suatu das sangat mempengaruhi produksi pertanian pada daerah yang bersangkutan. dinamika perkembangan suatu das dapat dibedakan dalam 3 (fase) perkembangan das, sebagaimana ditunjukkan dalam gambar 1 di muka. dalam gambar 1 tampak bahwa pada fase pertama perkembangan das, usaha perluasan sawah masih memungkinkan dilakukan untuk meningkatkan produksi pertanian. pada fase kedua mulai tampak kecenderungan penurunan (konversi) lahan pertanian untuk pemukiman. sedangkan fase ketiga perkembangan das penggunaan lahan didominasi untuk pemukiman, sedangkan lahan pertanian menjadi semakin berkurang. das di pulau jawa, termasuk kabupaten tangerang sebagian besar berada pada fase kedua dan sebagian yang lain berada pada fase ketiga dari perkembangan das. untuk menjamin ketersediaan pangan yang mencukupi seluruh kebutuhan penduduk, maka konversi lahan pertanian harus dicegah melalui penetapan lpa. di samping itu, sumberdaya air untuk kebutuhan pertanian juga harus dilindungi, mengingat bahwa hampir seluruh produksi padi (lebih dari 99%) di kabupaten tangerang dihasilkan dari sawah irigasi. untuk itu, diperlukan upaya‐upaya meningkatkan kemampuan produksi pertanian, baik melalui pengendalian koversi lahan pertanian maupun melalui perluasan jaringan irigasi di kabupaten tangerang. dalam kaitan ini penetapan suatu kawasan sebagai lpa mutlak diperlukan sebagai prasyarat pembangunan pertanian. analisis indikator dan identifikasi parameter kemampuan lahan dari luas lahan sawah di seluruh kabupaten tangerang, baik yang beririgasi maupun bukan irigasi seluas 40.696 ha pada tahun 2006 menghasilkan padi sebanyak 485.643 ton gkp. dengan luas panen 72.303 ha maka produktivitas rata‐rata adalah 6,7 ton gkp per ha (lihat tabel 3). paling sedikit terdapat 3 (tiga) desa yang memilki tingkat produktivitas di atas 7,0 ton gkp per ha, yaitu desa sukadiri (wilayah utara), sepatan (wilayah tengah) dan pakuhaji (wilayah utara), yang keseluruhannya dihasilkan dari sawah beririgasi. sebagaimana diketahui bahwa kemampuan lahan merupakan hasil dari interaksi sifat fisik dan kimia tanah dengan iklim, serta teknik budidaya tanaman. diperlukan survei detil untuk seluruh sawah yang berada di kabupaten tangerang, sehingga bisa dihasilkan suatu peta kelas kemampuan lahan beserta sub kelas dan satuan pengelolaannya. untuk melaksanakan survei tanah secara detil, diprioritaskan pada sawah yang beririgasi yaitu seluas 26.968 ha, karena kontribusinya yang sangat besar dalam produksi padi. dengan jumlah plot pengambilan sampel sebanyak 20 buah setiap 100 ha, maka dibutuhkan pengambilan sampel sebanyak 5.400 sampel pengamatan. sedangkan untuk lahan sawah bukan irigasi cukup dilakukan survei semi detil dengan jumlah sampel sebanyak 1.370 buah (10 sampel untuk setiap 100 ha sawah bukan irigasi). 76 journal the winners, vol. 12 no. 1, maret 2011: 71-81  selain lahan sawah, di kabupaten tangerang terdapat lahan pertanian bukan sawah terutama berupa lahan tegal atau kebun. pada lahan ini banyak diusahakan untuk tanaman pangan selain padi, seperti jagung dan ubi, kacang tanah, dan berbagai sayuran. luas lahan pertanian bukan sawah kabupaten tangerang tahun 2006 adalah 28.162 ha, yang tersebar hampir merata di seluruh wilayah kabupaten tangerang. untuk kepentingan penetapan lpa, lahan pertanian bukan sawah cukup dilakukan survei tinjauan mendalam dengan pengambilan sampel sebanyak 1.400 buah (5 sampel untuk setiap 100 ha lahan pertanian bukan sawah). selain survei tanah dengan berbagai tingkatan seperti tersebut diatas, untuk penentuan lpa juga diperlukan pengamatan yang mendalam mengenai iklim, terutama temperatur dan curah hujan. data mengenai iklim dapat diperoleh dari stasiun geofisika kelas i tangerang, badan meteorologi dan geofisika (bmg). data iklim 3 (tiga) tahun terakhir disajikan dalam tabel 4. tabel 4 temperatur udara, kelembaban udara, intensitas matahari, curah hujan dan hari hujan di stasiun geofisika kelas i tangerang tahun 2003-2006 sumber: bps, 2007 (diolah) dari tabel 4 tampak bahwa dalam 3 (tiga) tahun terakhir tidak ditemukan perbedaan iklim yang cukup berarti, kecuali curah hujan rata‐rata bulanan tahun 2006 yang paling rendah yaitu 108,4 mm. suhu terendah juga terjadi pada tahun 2006, meskipun tidak terlalu berbeda jauh dibandingkan tahun sebelumnya yaitu 21,50c. masih diperlukan pengamatan kondisi iklim yang terus menerus, sehingga dapat digunakan untuk mengatur pola dan rencana tanaman. pembangunan stasiun pengamatan cuaca di daerah lpa mutlak diperlukan. sebagaimana diketahui, iklim adalah penghambat utama kemampuan lahan. didaerah beriklim basah seperti indonesia, hujan sangat mempengaruhi tingkat erosi yang terjadi. jumlah curah hujan, intensitas dan distribusi hujan menentukan kekuatan dispersi hujan terhadap tanah, jumlah dan kecepatan aliran permukaan serta kerusakan erosi. perubahan global persaingan sumberdaya lahan kabupaten tangerang secara keseluruhan berada pada fase kedua perkembangan das, yang ditandai dengan donimasi kegiatan pertanian dan peningkatan kebutuhan untuk pemukiman. lahan pertanian di kabupaten meliputi areal seluas 68.858 ha (63% dari seluruh luas lahan kabupaten tangerang). konsentrasi lahan pertanian terluas terdapat di wilayah utara, yaitu 25.889 ha (76% dari luas wilayah utara). pada wilayah selatan, fase perkembangan das telah memasuki fase ketiga yang didominasi oleh lahan pemukiman seluas 11.968 ha (54% dari seluruh luas wilayah selatan). wilayah selatan berbatasan langsung dengan dki jakarta, sehingga penduduknya sebagian besar bekerja di dki jakarta. pada wilayah selatan ini perluasan pemukiman telah mengkonversi lahan pertanian terutama lahan pertanian bukan sawah. lahan pertanian abadi..... (yunita ismail) 77  wilayah tengah memiliki kecenderungan untuk mengikuti wilayah selatan dalam memasuki fase ketiga perkembangan das. meskipun lahan pertanian masih mendominasi wilayah tengah, akan tetapi dengan tingkat pertumbuhan penduduk sebesar 2,6% per tahun dan jumlah penduduk mencapai 1.101.077 orang pada tahun 2006, maka kebutuhan terhadap lahan pemukiman juga akan meningkat. untuk mencegah koversi lahan pertanian yang tidak terkendali, maka penetapan lpa pada wilayah tengah perlu diprioritaskan. persaingan sumberdaya air selain persoalan persaingan sumber daya lahan, kabupaten tangerang juga menghadapai persoalan persaingan sumberdaya air. jika pada tahun 2003 sebagian besar air (71% dari total air di kabupaten tangerang) digunakan untuk kepentingan irigasi, maka pada tahun 2025 diperkirakan air yang tersedia untuk irigasi hanya 44%. sedangkan sisanya digunakan untuk memenuhi kebutuhan rumah tangga yang semakin banyak, dan juga untuk kebutuhan industri. sumber air irigasi wilayah kabupaten tangerang adalah sungai cisadane dan cidurian. grafik debit sungai cisadane dan cirudian disajikan dalam gambar 2. dari grafik tersebut tampak bahwa debit air yang melaluikedua sungai tersebut cenderung menurun dalam 2 (dua) tahun terakhir. jika pada tahun 2005 debit tertinggi sungai cisadane mencapai lebih dari 130 l/detik, maka debit tertinggi pada tahun 2006 di bawah 100 l/detik. gambar 1 grafik debit sungai dinas pertanian dan peternakan kabupaten tangerang telah melakukan peningkatan pemberdayaan sarana dan prasarana irigasi, antara lain: pembangunan dan rehabilitasi saluran tersier, inventarisasi jaringan tersier, serta pembinaan p3a (perkumpulan petani pemakai air) mitra cai. dalam pengeloaan jaringan irigasi, peran serta masyarakat sangat mendukung tercapainya fungsi irigasi. melalui pengelolaan irigasi secara berkelompok, diharapkan timbul kepentingan bersama sehingga penggunaan air irigasi dapat dipergilirkan pada suatu musim ataupun antar musim. selain melibatkan masyarakat dalam pengelolaan air irigasi yang semakin langka untuk pertanian, peran teknologi juga sangat membantu efisiensi air irigasi. teknologi komputer dapat digunakan untuk secara otomatis mengatur presisi suplai air. pada tahap ini, pengelolaan air irigasi telah bekerja berdasarkan sistem pasar, yaitu apabila komoditi yang diusahakan memberikan keuntungan yang besar dan diperlukan efisiensi yang tinggi serta pemberian air yang tepat waktu. 78 journal the winners, vol. 12 no. 1, maret 2011: 71-81  perubahan iklim dan lingkungan diperlukan seri data yang sangat panjang untuk mengetahui dan memprediksi pengaruh perubahan iklim dan lingkungan terhadap produksi pertanian di kabupaten tangerang. stasiun pengamatan cuaca yang dibangun di wilayah lpa dapat menyediakan untuk kepentingan ini. berbagai data yang diperlukan antara lain: kedalaman air tanah, temperatur permukaan bumi, dan untuk sebagian wilayah utara yang berbatasan dengan pantai, pengamatan terhadap fluktuasi pasang surut air laut, serta interusi air laut. potensi lpa terutama dengan tanaman padi yang menggunakan air dan pupuk nitrogen secara berlebihan dalam menghasilkan gas metan perlu dikendalikan dengan cermat. gas metana dalah perusak lapisan ozon yang pada akhirnya menyebabkan pemanasan global. dalam penetapan lpa di kabupaten tangerang, lahan sawah harus dikelola dengan memperhatikan efisiensi air irigasi dan penggunaan pupuk secara bijaksana. dalam kaitan ini, pengaturan pola tanam dan pergiliran tanaman yang berwawasan lingkungan mutlak dilakukan. ketrampilan petani dalam mengenal faktor iklim dan lingkungan untuk keberhasilan usaha tani harus senantiasa ditingkatkan. para petani harus terbiasa mengamati arah angin, suhu udara, curah hujan dalam jangka waktu tertentu, dan mampu memprediksikan cuaca pada waktu mendatang, sehingga pola tanam yang cocok dengan cuaca dapat diterapkan. dengan demikian, kesalahan waktutanam karena ketidakcocokan dengan musim, seperti banjir atau kekeringan dapat dihindarkan. ketahanan pangan dari total produksi padi kabupaten tangerang tahun 2006 (lihat tabel 3) sebanyak 485.643 ton gkp, setelah dikurangi untuk kebutuhan benih, pakan ternak dan tercecer, akan dihasilkan produksi netto ketersediaan padi untuk konsumsi pangan sebanyak 445.432 ton gkp. dengan faktor konversi 0,632 (atau 63,2%), maka dari produksi netto ketersediaan padi sebanyak 445.432 ton gkp tersebut, akan dihasilkan produksi netto beras sebanyak 281.513 ton. perhitungan rasio konsumsi pangan kabupaten tangerang disajikan dalam tabel 5. wilayah utara merupakan daerah utama penghasil beras bagi kabupaten tangerang yaitu sebanyak 143.855 ton. sedangkan wilayah selatan menghasilkan beras yang paling sedikit yaitu hanya sebanyak 9.539 ton selama tahun 2006. tabel 5 perhitungan rasio konsumsi dan surplus (defisit) beras 2006 sumber: bps, 2007 (diolah) jumlah penduduk kabupaten tangerang tahun 2006 adalah 3.435.305 orang. dengan tingkat konsumsi beras sebanyak 300 gr/orang/hari, maka tingkat konsumsi beras penduduk kabupaten tangerang adalah 376.155 ton/tahun. konsumen beras terbesar di kabupaten tangerang adalah penduduk wilayah selatan dan tengah. kedua wilayah ini membutuhkan beras sebanyak 247.077 ton (66% dari seluruh konsumsi beras kabupaten tangerang). lahan pertanian abadi..... (yunita ismail) 79  secara keseluruhan, kabupaten tangerang mengalami defisit beras sebanyak 94.642 ton pada tahun 2006, yaitu dari total produksi beras sebanyak 281.513 ton, kebutuhan konsumsi berasnya sebanyak 376.155 ton. defisit paling besar dialami wilayah selatan yaitu dari kebutuhan beras sebanyak 126.509 ton, hanya menghasilkan beras sebanyak 16.456 ton atau mengalami defisit sebanyak 116.970 ton. wilayah tengah juga mengalami defisit beras, meskipun tidak sebesar wilayah selatan. dengan tingkat pertumbuhan penduduk mencapai 2,44% per tahun, angka defisit pangan di kabupaten tangerang diperkirakan akan semakin membesar. jika ketahanan pangan menjadi tujuan pembangunan pertanian di kabupaten tangerang, maka penetapan lpa mendesak dilakukan. bahkan dengan tingkat pertumbuhan penduduk yang sangat tinggi tersebut, penetapan lpa saja tidak mencukupi untuk memenuhi kebutuhan pangan. diperlukan strategi intensifikasi dan ekstensifikasi lahan pertanian, sehingga laju peningkatan produksi dapat melebihi laju peningkatan konsumi pangan terutama beras. untuk itu penetapan lpa harus juga pada lokasi yang memiliki daya dukung yang tinggi untuk mencapai tingkat produktivitas yang diinginkan. lahan pertanian abadi mempertahankan kondisi sekarang seluruh lahan dalam lpa harus diinventarisasi ulang, sehingga dapat dibuatkan tata batas luar yang permanen berupa pal tata batas. sebuah tim terpadu diperlukan untuk melaksanakan survei tata batas ini. rancangan awal lpa kabupaten tangerang dimulai dari mempertahankan seluruh lahan sawah beririgasi yang sekarang ada di wilayah utara, tengah dan barat. lahan sawah bukan irigasi menjadi prioritas berikutnya untuk ditetapkan sebagai lpa. lahan sawah bukan irigasi menyebar secara merata di kabupaten tangerang. sebagian besar merupakan sawah tadah hujan. dalam penetapan lpa, lahan sawah bukan irigasi difungsikan sebagai lahan cadangan untuk perluasan lahan sawah irigasi. lpa tidak lengkap jika tidak memasukkan lahan pertanian bukan sawah yang sangat penting dalam produksi palawija dan hortikultura. lahan pertanian bukan sawah di kabupaten tangerang lebih besar dibandingkan lahan sawah bukan irigasi. lahan pertanian ini paling rentan terhadap proses konversi untuk penggunaan bukan pertanian. hal ini disebabkan lahan sawah bukan pertanian umumnya berdekatan dengan pemukiman yang telah ada, sehingga proses konversi untuk pemukiman tidak memerlukan biaya yang sangat tinggi untuk pembangunan infrastrukturnya. di dalam lpa, komponen penghasil palawija dan hortikultura harus diletakkan berdampingan dengan lahan sawah sebagai penghasil tanaman pangan. berdasarkan lampiran peta dalam perda tataruang kabupaten tangerang, identifikasi wilayah lpa disajikan dalam peta pada lampiran. potensi lpa kabupaten tangerang meliputi areal seluas 68.858 ha, yang terdiri dari 26.968 ha lahan sawah irigasi, 13.728 ha lahan sawah bukan irigasi, serta 28.162 ha lahan pertanian bukan sawah. jika seluruh potensi ini dapat dimaksimalkan, maka lpa akan menjamin ketahanan pangan kabupaten tangerang dalam jangka waktu yang cukup panjang. strategi intensifikasi dan ekstensifikasi strategi intensifikasi strategi intensifikasi ditujukan untuk meningkatkan produktivitas lahan pertanian. strategi intensifikasi dibatasi oleh kemampuan (daya dukung) lahan dan tingkat teknologi yang dapat diadopsi oleh petani. berdasarkan survei detil lahan, tingkat produktivitas optimum yang dapat dicapai dengan teknologi yang tersedia, dapat mulai disebarluaskan kepada para petani. 80 journal the winners, vol. 12 no. 1, maret 2011: 71-81  pemerintah memiliki peran strategis dalam strategi intensifikasi pertanian ini. investasi pembangunan jaringan irigasi, penyediaan tenaga pendamping (terutama penyuluh pertanian), serta sistem distribusi sarana produksi pertanian (seperti pupuk dan pestisida) dan jaringan pemasaran hasil, menjadi kewajiban pemerintah untuk menyediakannya. jika mekanisme pasar mulai berjalan, peran pemerintah dalam penyediaan berbagai sarana dan prasarana ini dapat semakin berkurang, sehingga pada akhirnya akan sepenuhnya diserahkan kepada mekanisme pasar. strategi intensifikasi pertanian juga harus memperhatikan dampak lingkungan, sebagai akibat penggunaan pupuk dan pestisida secara berlebihan. efisiensi pemakaian air irigasi dapat dicapai melalui pergiliran penggunaan air irigasi, maupun pemakaian ulang air irigasi yang telah terpakai. teknologi komputer dapat digunakan untuk secara otomatis mengatur presisi suplai air irigasi. strategi intensifikasi pertanian sekaligus juga membagi wilayah lpa berdasarkan komoditas unggulan yang sesuai dengan kemampuan lahan. pengaturan pola dan pergiliran tanaman menjadi kunci keberhasilan membangun lpa berdasarkan komoditas unggulan. sekali lagi, survei detil lahan akan sangat menentukan engelolaan lpa berkaitan dengan pemilihan komoditas unggulan yang akan diusahakan. strategi ekstensifikasi strategi ekstensifikasi di dalam wilayah lpa difokuskan pada perluasan lahan sawah beririgasi. lpa kabupaten tangerang terdiri atas lahan sawah beririgasi, lahan sawah bukan irigasi, serta lahan pertanian bukan sawah. perluasan lahan sawah beririgasi dilakukan dengan membangun jaringan irigasi pada lahan sawah bukan irigasi. pemanfaatan air tanah untuk irigasi lahan sawah bukan irigasi, juga menjadi bagian strategi ekstensifikasi ini. ekstensifikasi lahan sawah irigasi tidak harus dilakukan dengan pencetakan sawah baru. lebih diutamakan meningkatkan lahan sawah bukan irigasi menjadi lahan sawah beririgasi, dengan alasan efisiensi dan efektifitas anggaran pembangunan. pada areal bukaan baru, investasi yang diperlukan jauh lebih tinggi, terutama dalam pembangunan sarana dan prasarana irigasi dan transportasi. ekstensifikasi dalam arti perluasan lahan pertanian di luar lpa sebagaimana tersebut di atas, juga menghadapi kendala terbatasnya lahan di kabupaten tangerang. hampir seluruh lahan di kabupaten tangerang telah berfungsi sesuai peruntukannya. kebutuhan lahan pemukiman yang meningkat akibat perkembangan jumlah penduduk juga menjadi kendala utama dalam strategi ekstensifikasi ini. dari data dalam tabel 2 terdapat lahan dengan penggunaan lain‐lain seluas 5.989 ha, yang perlu diidentifikasi dengan lebih detil untuk memenuhi ekstensifikasi di luar lpa. jika memungkinkan, strategi ekstensifikasi di luar lpa ini hanya dilakukan dalam keadaan mendesak, manakala tujuan utama penetapan lpa, yaitu menciptakan ketahanan pangan, tidak dapat tercapai dengan lpa yang tersedia. simpulan simpulan simpulan yang didapatkan dari penelitian ini, yaitu penetapan lpa di kabupaten tangerang harus memenuhi 3 (tiga) indikator, yaitu kemampuan lahan, indikator perubahan global, dan indikator ketahanan pangan. perwilayahan di dalam suatu lpa ditentukan berdasarkan sumberdaya air yang dimiliki, yaitu lahan sawah beririgasi, lahan sawah bukan irigasi, dan lahan pertanian bukan sawah. untuk memberikan batas yang jelas antar wilayah lpa dengan lingkungan sekitarnya, perlu dilakukan tata batas luar berupa patok permanen. pengelolaan lpa ditentukan berdasarkan survei kemampuan lahan sesuai dengan perwilayahan lpa, yaitu survei detil untuk lahan sawah beririgasi, survei semi detil untuk lahan sawah bukan irigasi, dan survei tinjauan mendalam untuk lahan pertanian bukan sawah. untuk memperoleh hasil optimum dari lpa, strategi intensifikasi dan ekstensifikasi dapat dilakukan sesuai kemampuan lahan berdasarkan survei lahan yang telah dilakukan sebelumnya. lahan pertanian abadi..... (yunita ismail) 81  saran saran untuk penelitian selanjutnya yaitu: (1) segera lakukan survei (penelitian) kemampuan lahan untuk menetapkan lpa sesuai jenis perwilayahan lpa; (2) keseluruhan survei tersebut, harus dapat merekomendasikan luas dan lokasi lpa, sarana dan prasarana yang diperlukan, serta sistem tekonologi dan pengelolaan yang diterapkan, sehingga menghasilkan tingkat produksi yang optimum. daftar pustaka biro pusat statistik (bps). (2007). kabupaten tangerang dalam angka 2006. kabupaten tangerang: bps. dinas pertanian dan peternakan kabupaten tangerang. (2006). laporan analisis ketersediaan pangan di kabupaten tangerang. kabupaten daerah tingkat ii tangerang. (1996). peraturan daerah kabupaten tangerang no. 5 tahun 2002 tentang perubahan atas perda kabupaten daerah tingkat ii tangerang no. 3 tahun 1996 tentang rtrw. pemda kabupaten tangerang. (2007). laporan keterangan pertanggungjawaban akhir masa jabatan kepala daerah kepada dprd kabupaten tangerang tahun 2003‐2008. microsoft word 06_hazliza_edit 50 journal the winners, vol. 13 no. 1, maret 2012: 50-57 transforming malaysia towards an innovation-led economy by leveraging on innovative human capital hasliza abdul halim; noor hazlina ahmad school of management, universiti sains malaysia 11800 penang, malaysia haslizahalim@usm.my abstract fostering “pioneering minds” is extremely important especially in the effort to shift malaysia towards an innovation-led economy. the malaysian government is confident of achieving this transformation agenda provided that the human capital is leveraged in ensuring innovation at the highest level. the primary aim of this research is to investigate the predictors that could nurture the “pioneering minds” by exploring the innovative performance of human capital from the perspective of social embedment and pro-innovativeness organisational architecture which could subsequently lead to excellent organisational performance. this research contributes to the existing literature on human capital and innovation by having better understanding on the specific factors that nurture the “pioneering minds” which are crucial for innovative performance. keywords: innovation, human capital, pioneering minds, innovation-led economy, malaysia abstrak pembinaan "pikiran perintis" sangatlah penting terutama dalam upaya untuk membawa malaysia menuju ekonomi menuju-inovasi. pemerintah malaysia yakin untuk mencapai agenda transformasi ini asalkan modal manusia diperkuat dalam memastikan inovasi di tingkat tertinggi. tujuan utama penelitian ini adalah untuk mengetahui prediktor yang dapat mengasah "pikiran perintis" dengan menjelajahi kinerja inovatif dari modal manusia dari perspektif penyisipan sosial dan pro-inovasi arsitektur organisasi yang kemudian dapat menyebabkan kinerja organisasi yang unggul. penelitian ini memberikan kontribusi terhadap literatur yang ada pada modal manusia dan inovasi dengan memiliki pemahaman yang lebih baik pada faktor-faktor tertentu yang memelihara "pikiran perintis" yang sangat penting untuk kinerja inovatif. kata kunci: inovasi, modal manusia, pikiran perintis, ekonomi menuju-inovasi, malaysia transforming malaysia..... (hasliza abdul halim; noor hazlina ahmad) 51 introduction malaysia needs a paradigm shift from a knowledge-based economy to innovation-centred in order to stand in the same row with advanced nations as propagated in the new economic model agenda. according to prime minister datuk seri najib tun razak, moving towards this economy is crucial especially in efforts to integrate the economy with the global economic network. malaysia needs to continue to bring changes to the economy in order to move towards innovation-led economy. the three main features are creativity, innovation value and high skills. to achieve such noble endeavour, malaysia has no option but to nurture “pioneering minds” – to simply put, malaysia is in dire needs of human capital that are innovative, creative and proactive. against this backdrop, the national economic advisory (2010) has outlined several strategic plans to transform malaysia’s economy by focusing on strengthening and intensifying human capital development. human capital needs to be equipped with necessary competencies and entrepreneurial activities to ensure that the private sector is the vanguard of economic development. in nurturing ‘pioneering minds”, the human capital approach could be leveraged by certain dimensions that could create new knowledge. although human capital may be the origin of all knowledge, learning requires that individuals exchange and share insights and knowledge, which represent social embedment. additionally, organisational architecture that is pro-innovativeness should be designed in promoting the development of human capital. the dimensions such as management support, work discretion, rewards, time availability and risk taking could foster human capital to induce innovativeness. therefore, this research aims at investigating predictors that could nurture the “pioneering minds” by exploring the innovative performance of human capital by leveraging the social embedment and proinnovativeness organisational architecture which lead to excellent organisational performance. this research contributes to the existing literature on human capital and innovation by having better understanding on the specific factors that nurture the “pioneering minds” which are crucial for innovative performance. fostering “pioneering minds” is extremely important especially in the effort to shift malaysia towards innovation-centred economy. the malaysian government is confident of achieving the target provided that the human capital is leveraged in ensuring innovation at the highest level. human capital, conceptualized as the knowledge and knowing capability of an organisation represents one of the most relevant antecedents of innovation, which has become the fundamental for achieving competitive advantage (martinez-ros and salas-fumas, 2004; zhou, 2006). the importance of human capital for innovation has attracted researchers interested in examining its factors by which it enhances the innovative capabilities and performance of the organisations. in fact, the changes that are taken place in today’s business landscape have exerted pressure for organisations to compete towards organisational sustainability by providing high quality and innovative products and services. in order to achieve this, organisations need to emphasise on boosting and enhancing intrapreneurial spirit among employees to sustain in longer run. in line with this, it is accepted that organisation’s innovation capabilities are more closely linked to their intellectual capital to their fixed assets (subramaniam and youndt, 2005). some evidence suggest that an organisation’s human capital is positively associated with its innovative capability (alegre, lapiedra and chiva, 2006; mckelvie and davidsson, 2006) and many studies have attempted to determine the direct effect of human capital on innovation. however, despite the role that human capital is assumed to have on innovation, few studies have considered human capital as a variable that mediates the effects of other variables on innovation. therefore, this research is hoped to have a better understanding of how human capital i.e. highly knowledgeable and skilled employees will be leveraged by different variables such as social embedment and pro-innovativeness organisational architecture in order to achieve innovative performance as well as the organisational performance. 52 journal the winners, vol. 13 no. 1, maret 2012: 50-57 in malaysia, the study of innovation is becoming prevalent and the malaysian government has taken various measures to face the stiff competition and one of the approaches is via invigorating intrapreneurial spirit among the employees to enhance productivity, innovativeness and job performance. as reported in the economic transformation programme report, malaysia’s strategic plan to transform its economy focuses on strengthening and escalating human capital development (national economic advisory, 2010). as clearly highlighted by the prime minister of malaysia, dato seri najib tun razak, malaysia aspires to reach the highest standards with regard to the skills, knowledge and abilities of its human capital as well as to foster entrepreneurial spirit especially in the innovation-centred economy. nevertheless, as for malaysia, the declining trend in the ranking of global competitiveness index, from 21st place in year 2009 to 26th in year 2011 (world economic forum, 2010), is a worrying phenomenon. a mechanism to rectify this situation is to nurture “pioneering minds” in fostering innovativeness and entrepreneurship spirit among malaysia workforce to enhance productivity and performance. malaysia government has started to set the foundation for the knowledge-based economy in the mid-1990s, among others, with the launching of the national it agenda and the multimedia super corridor (msc). the knowledge-based economy will provide the platform to sustain a rapid rate of economic growth and enhance international competitiveness so as to achieve the objectives of vision 2020. nevertheless with the current situation that are uncertain and dynamic, malaysia needs to encourage “pioneering minds” among the human resourcesto be innovative, creative and proactive in order to move towards innovation-centred economy. malaysia has to strengthen its capability to innovate, adapt and create indigenous technology, design, develop and market new products. furthermore, the government also has granted the “strategic knowledge-based status” to organisations that have potential to generate knowledge content, high value-added operations, usage of high technology, and a large number of knowledge workers and posses a corporate knowledge-based master plan. in brief, malaysia government has put an effort and continuous investment in its human capital to enhance technical skills, proactiveness, creativity and innovativeness to drive the knowledge-based and innovation-centred economy. malaysia now has moved towards a sustainable economy, and has shifted the agricultural based production based economy to k-based economy to innovation-centred economy where knowledge, “know-how” and innovativeness become the main drivers for economic growth (mosti, 2010). it is without doubt that the efforts to boost organisations’ competitiveness and success would have significant impact on the overall economy of the nation. in line with the malaysian government aspiration to transform its economy by fostering innovative performance via innovative human capital, the study on innovation and human capital warrants significant attention. previous studies have investigated the relationship between innovation and human capital (alegre, lapiedra and chive, 2006; mckelvie and davidsson, 2006), however, despite the role that human capital is assumed to have on innovation, very limited studies have considered the factors that could nurture the “pioneering minds” that is to capture on innovative human capital that are able to drive innovative performance. besides, the role of human capital as a variable that mediates the effects of other variables on innovation also need to be examined.. taking this into consideration is crucial because it would help the researchers to better understand the factors associated with innovative human capital which in turn could improve innovative capability and organisational performance. in this sense, the “pioneering minds” could be achieved by leveraging the innovation of human capital through social embedment and pro-innovativeness organisational structure. given that innovation is essentially an exercise in collaboration, social embedment plays a key role both directly improving human capital and stressing its effects on innovation. hence, improving individual knowledge and creating the conditions for sharing it are issues that deserve attention. on top of that, the organisational architecture that support innovativeness via intrapreneurial activities, as an internal climate factor, could help to foster innovative human capital (alpkan, bulut, gunday, ulusoy and kilic; 2010). for instance, organisational architecture that pro-innovativeness which refers transforming malaysia..... (hasliza abdul halim; noor hazlina ahmad) 53 to a suitable organisational setting in which intrapreneurs may easily access to necessarily organisational resources and conditions to develop and implement innovative ideas and projects may encourage the overall organisational innovativeness (raisch and birkinshaw, 2008). based on this, it is worth to investigate their combine effect on innovative human capital and innovative performance. as the above discussion suggests, there is still much more that needs to be unearthed about nurturing “pioneering minds” that could assist in reaching innovation performance at the highest level. the scope for the development of this promising field of research should examine the following issues which are translated into the objectives of this research, as such, this study embarks on the following objectives: (1) to assess the direct relationship between social embedment (i.e. relational and structural) and innovative human capital; (2) to assess the direct relationship between proinnovativeness organisational architecture ( management support, free time, work discretion, reward and risk taking) on innovative human capital; (3) to recommend a conducive ecosystem in nurturing “pioneering minds” among the human resources in malaysia. discussion innovative human capital and innovation previous research has identified human resources (hr) as important sources of innovation and competitiveness – but not all employees have strategic value. only hr that are valuable, rare, unique, and organised can provide a competitive advantage. other employees who perform secondary, repetitive tasks are not generating value (barney and wright, 1998). in other words, human capital is defined as the set of knowledge, skills and abilities possesses by employed workers (subramaniam and youndt, 2005). this perspective has crucial implications for research in hrm and is compatible with both the resource based view of the organisation and the knowledge-based view. according to boxall (1996), organisations could generate human capital by recruiting and retaining outstanding people and the hr must be scarce and inimitable and their knowledge, skills must also generate value for the customer (barney, 1991; collis and montgomery). considering the human capital approach, the value, uniqueness, creativity, innovativeness and proactiveness are the most relevant features for innovation (de jong & wennekers, 2008). since the knowledge possesses by an organisation’s personnel is closely connected to its products and services, it is clear that an organisation’s ability to produce new products and otherwise extend its organisational capabilities is linked to its human capital (mckelvie and davidsson, 2006). in this case, the most distinctive and inimitable resource available to organisations is embodied knowledge, that enables organisations to manipulate and transform organisational resources effectively (foss, 2007) and play an essential role in the organisations’ ability to innovate (galunic and rodan, 1998). innovation can be applied in three different ways (kimberly and evanisko, 1981). first, innovation can be seen as a discrete element that includes the development of products or services. second, innovation can be considered as a process itself. finally, there is a notion of innovation an organisational capability (innovativeness and/or innovative capability). these assumptions raise issues on which characteristics of knowledge enable innovation. this is because creative people must deal with novel, fresh and ambiguous problems, they tend to display strong, valuable and irreplaceable knowledge and skills (mumford, 2000). these conditions can only be produced by innovative human capital, which is positively associated with innovations. employees with abilities are willing to experiment and apply new knowledge (taggar, 2002). moreover, previous research on innovative activity has identified the importance of individual expertise and knowledge, which allows employees to generate novel ideas and produce innovation (anand, gardner and morris, 54 journal the winners, vol. 13 no. 1, maret 2012: 50-57 2007). nevertheless, while valuable knowledge is a perquisite for innovation, knowledge itself cannot develop new products. r&d departments not only exploit the human capital but also require creativity, unique knowledge, social embedment and organisational support to foster innovations. social embedment and innovative human capital social embedment has been conceptualised as the sum of the actual and potential resources embedded within, available through and derived from networks of relationships possessed by an individual or social unit (cabello-medina et al, 2011). spender (1996) uses the term ‘collective knowledge’ which is tacit and situated in a social dimension and is the most difficult aspect to mange and measure. according to nahapiet and goshal (1998) there are two types of social embedment. first is the structural embedment which includes the pattern of relationships among actors and the existence of network ties and configuration in terms of density, connectivity and hierarchy, besides other aspects. second, is the relational embedment which relates to the type of relationships that people develop among themselves over the time. this includes aspects of relationships that influence people’s behaviour, such as friendship, trust and respect. social embedment affects innovation through its effect on human capital. the idea is supported by the research on innovation, which suggests that the development of new products and services results not only from individual effort but also from the creative cooperation at the social level (leonard and sensiper, 1998). as a result, social embedment and innovative human capital are not independent variables, rather they interact to improve innovative performance. according to adler and kwon (2002), high levels of social embedment can enhance skills and capabilities of individuals. social embedment facilitates access to broader sources of information and improves information’s quality, relevance and timeliness. these situations allow individuals to enhance their knowledge through everyday interaction with colleagues. in this manner, the inimitable value of human capital can be enhanced by social relations. in summary, the individuals’ human capital can be more innovative, valuable and unique by ways of interaction and networking with other people (reed et al. 2006). pro-innovativeness organisational architecture and innovative human capital the necessity of creating an inner environment that is conducive to internal entrepreneurship and individual commitment to sustainable corporate innovativeness has already been mentioned in the previous literature (e.g. rothwell, 1975). an organisation-wide entrepreneurial spirit to cope with and benefit from rapidly changing market place conditions would be possible if a suitable internal support climate is established, where intrapreneurs engage in opportunity-seeking entrepreneurial behaviours (jeong et al., 2006). intrapreneurship or entrepreneurship within existing organisations refers to employee initiatives in an organisation to start undertake something new although he or she is not being asked to do so. a suitable organisational milieu for intrapreneurial activities to flourish innovative human capital requires behavioural patterns for pioneering innovative ideas in their products, operational and managerial processes, structures and markets (alpkan et al., 2010). according to de jong & wennekers, 2008), there are several important elements on how to establish a suitable environment and organisational architecture that focus on innovation for intrapreneurship. these elements include management support for promoting and encouraging innovative human capital in generating new business ideas, allocation of free time, convenience organisational structure to promote innovative human capital, appropriate use of incentives and rewards and tolerance for risk taking. it has been stressed that organisation should capitalize on their employees’ ability to innovate in order to transform the organisation to be more competitive (de jong & hartog, 2007). therefore, in transforming malaysia..... (hasliza abdul halim; noor hazlina ahmad) 55 an organisation, the workforce could play a vital role in the innovation process by demonstrating the idea-generation behaviour via efforts such as persuading or selling ideas to others and devoting to developing testing and commercialising the ideas. proposed conceptual framework it is noted that all innovation is premised on a single condition: organisations must possess innovative human capital that are valuable, unique, proactive, creative and innovative. by combining these requirements associated to social embedment and pro-innovativeness organisational architecture in the entrepreneurial activities, the framework (figure 1) which is based on the development of a type of human capital necessary for innovation will be promoted.   figure 1. conceptual framework. based on the conceptual framework advanced for this research, the hypotheses conjectured for further empirical testing are as follow: h1 : social embedment (structural and relational) will have a positive impact on innovative human capital (unique, valuable, proactive, innovative and creative). h2 : pro-innovativeness organisational architecture (management support, free time, work, rewards and risk taking) will have a positive impact on innovative human capital (unique, valuable, proactive, innovative and creative). conclusion it is certain that good research in the area of innovative human capital and innovation will contribute to the existing literature on strategic hrm, knowledge management and business innovation. empirical research is required in understanding the concept of “pioneering minds” that is to provide a better description of the influence exerted by social embedment and pro-innovativeness organisational architecture on innovative human capital. in this sense, the understanding of the direct and combined effects on innovative performance will add to the body of knowledge in strategic hrm literature. in other words, to nurture “pioneering minds” is simply to understand that the innovative human capital should capture the elements of valuable, uniqueness, pro-activeness, creativity and innovativeness and this can only be achieved by leveraging and enhancing through social embedment and pro-innovativeness organisational architecture for entrepreneurial activities. 56 journal the winners, vol. 13 no. 1, maret 2012: 50-57 this is even more important in the context of malaysia as the government has envisaged transforming malaysia from a knowledge-based economy to innovation-centred economy by leveraging on the productivity, innovativeness and participation of all in the economic activity. insights obtained from this research will assist organisations to achieve competitiveness and sustain in the dynamic business environment by investing in innovative human capital. if the innovative performance in an organisation is low, then the quality of human resources should be increased. by embracing the element of social embedment and establish an environment that pro-innovation, the innovative human capital could be enhanced and lead to a major jump in innovative performance. policy makers will be able to better understand the issues of innovative human capital and innovation and to provide support for organisations in their effort to stimulate innovative capability via innovative human resources. in realising the transformation of malaysia’s economy, the private sectors should foster entrepreneurial behaviours among the workforce to boost creativity and innovativeness and subsequently achieve organisational performance and competitiveness. references adler, p. s. and kwon, s.w. 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(2006). innovation, imitation and new product performance: the case of china. industrial marketing management, 35, 394-402. microsoft word 05_vol.15.1. masruroh_ok_a2t.doc   34                                                                                journal the winners, vol. 15 no. 1, maret 2014: 34-46  analisis efisiensi biaya terhadap keputusan penggunaan outsourcing bidang cleaning service dan catering pada pt kuwera jaya jakarta masruroh; ferry fernanda; tony wibowo 1management department, school of business management, binus university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 masruroh2000@yahoo.com abstract bustle to serve customers make the company should focus more on its core business. nowadays, pt kuwera jaya manages and employs its own cleaning service activities and also gives money for meal to employees in supporting activities. conditions of supporting activities make pt kuwera jaya analyze the cost efficiency of supporting activities either self hiring or outsourcing. this study compared the use of relevant cost for self hiring and outsourcing, so that it could be analyzed which is more efficient alternative based on the most relevant low costs. because the plan would still be done in the future, then to consider possible changes in the future, it was created three scenarios: pessimistic, moderate, optimistics with each of the relevant assumptions for each scenario. results of the study indicate that the three scenarios using outsourcing as a viable alternative chosen by pt kuwera jaya because it could minimize the cost of supporting good cleaning service activities to manage the activities of cleanliness and also catering to provide lunch for employees. suggestion in this research is pt kuwera jaya should immediately decide to use outsourcing in supporting the activities of cleaning service and catering. in addition to the benefits of outsourcing for cost efficiency, the field of activity is allowed in employment act no 13 2003, articles 64 to 66.   keywords: cost efficiency, outsourcing, cleaning service, catering abstrak kesibukan dalam melayani pelanggan membuat perusahaan harus lebih fokus pada core business. selama ini pt kuwera jaya mengelola dan mempekerjakan sendiri aktivitas cleaning service dan juga memberikan uang makan bagi karyawan kegiatan penunjang. kondisi kegiatan penunjang ini dapat membuat pt kuwera jaya mengefisiensikan segala biaya yang ada. salah satunya, menganalisis efisiensi biaya kegiatan penunjang, yaitu dengan mempekerjakan sendiri seperti yang selama ini dilakukan atau dengan alternatif menggunakan outsourcing bagi kegiatan penunjang. penelitian ini mengunakan relevan cost atas biaya memperkerjakan sendiri dan alternatif pengunaan outsourcing, sehingga dapat dianalisis alternatif mana yang lebih efisien berdasarkan pada biaya relevan atas biaya setiap alternatif yang paling rendah. karena rencana ini masih akan dilakukan pada masa yang akan datang maka untuk mempertimbangkan kemungkinan perubahan pada masa yang akan datang, dibuat tiga skenario yaitu pesimis, moderat, optimis dengan masing-masing asumsi yang relevan untuk setiap skenario. hasil penelitian ketiga skenario tersebut menunjukkan bahwa alternatif menggunakan outsourcing yang layak dipilih oleh pt kuwera jaya jakarta karena dapat mengefisienkan biaya kegiatan penunjang baik cleaning service untuk mengelola aktivitas kebersihan dan juga catering untuk menyediakan makan siang bagi karyawan. saran yang dapat diajukan dalam penelitian ini adalah sebaiknya pt kuwera jaya segera memutuskan untuk menggunakan outsourcing atas kegiatan penunjang yakni cleaning service dan catering. selain manfaat adanya efisiensi biaya, outsourcing di bidang kegiatan ini diperbolehkan dalam undang-undang ketenagakerjaan no.13 tahun 2003 pasal 64 66. kata kunci: efisiensi biaya, outsourcing, cleaning service, catering analisis efisiensi biaya..... (masruroh; dkk) 35  pendahuluan persaingan dalam dunia bisnis antarperusahaan membuat perusahaan harus berkonsentrasi pada rangkaian proses atau aktivitas penciptaan produk dan jasa yang terkait dengan core business. konsentrasi terhadap core business perusahaan akan menghasilkan sejumlah produk dan jasa yang berkualitas dengan daya saing di pasaran. dalam iklim persaingan usaha yang makin ketat perusahaan berusaha untuk melakukan efisiensi biaya produksi (cost of production) (wirawan, n.d.). salah satu solusinya adalah dengan sistem outsourcing. dengan sistem ini perusahaan dapat menghemat pengeluaran dalam membiayai sumber daya manusia (sdm) yang bekerja di perusahaan yang bersangkutan. (wirawan, n.d.) menurut david (2011), perusahaan memilih menggunakan outsourcing di dalam fungsi operasional karena beberapa alasan. di antaranya adalah biaya yang dikeluarkan lebih sedikit, membuat perusahaan lebih fokus pada core business, dan juga perusahaan dapat memberikan layanan yang lebih baik. outsourcing diartikan sebagai pemindahan atau pendelegasian beberapa proses bisnis kepada suatu badan penyedia jasa, sehingga badan penyedia jasa tersebut melakukan proses administrasi dan manajemen berdasarkan definisi serta kriteria yang telah disepakati oleh para pihak. outsourcing dalam hukum ketenagakerjaan di indonesia diartikan sebagai pemborongan pekerjaan dan penyediaan jasa tenaga kerja. pengaturan hukum outsourcing di indonesia diatur dalam undangundang ketenagakerjaan nomor 13 tahun 2003 (pasal 64, 65, dan 66) dan keputusan menteri tenaga kerja dan transmigrasi republik indonesia no.kep.101/men/vi/2004 tahun 2004 tentang tata cara perijinan perusahaan penyedia jasa pekerja/buruh (kepmen 101/2004). outsourcing tidak dapat dipandang secara jangka pendek saja karena dengan menggunakan outsourcing perusahaan pasti akan mengeluarkan dana lebih sebagai management fee perusahaan outsourcing. outsourcing harus dipandang secara jangka panjang, mulai dari pengembangan karier karyawan, efisiensi dalam bidang tenaga kerja, organisasi, keuntungan, dan lainnya. dengan menggunakan outsourcing, maka perusahaan dapat fokus pada kompetensi utama dalam bisnis sehingga dapat berkompetisi dalam pasar. hal-hal internal perusahaan yang bersifat penunjang (supporting) dialihkan kepada pihak lain yang lebih profesional (perusahaan outsourcing). pt kuwera jaya merupakan perusahaan yang bergerak dalam bidang jasa ticketing. melihat penggunaan outsourcing yang dapat meningkatkan efisiensi biaya bagi perusahaan, tentunya hal ini menjadi pertimbangan tersendiri. oleh karena itu sebagai perusahaan yang bergerak dalam bidang jasa, pt kuwera jaya perlu lebih fokus terhadap core business. sedangkan kegiatan penunjang pada perusahaan seperti cleaning service dan penyediaan catering dapat diserahkan pada perusahaan outsourcing. sementara itu, penggunaan outsourcing masih sangat menguntungkan perusahaan, di luar isuisu yang beredar mengenai ketenagakerjaan beberapa tahun terakhir. misalkan masalah benefit, tentunya ada perbedaan antara karyawan outsourcing dengan karyawan pada perusahaan pengguna outsourcing. hal-hal yang terdapat pada peraturan perusahaan yang disepakati untuk ditaati akan disosialisasikan kepada karyawan outsourcing oleh perusahaan outsourcing. sosialisasi ini penting untuk meminimalkan tuntutan dari karyawan outsourcing yang menuntut dijadikan karyawan tetap pada perusahaan pengguna jasa outsourcing karena kurangnya informasi tentang hubungan hukum antara karyawan dengan perusahaan pengguna outsourcing. dalam hal ini, perusahaan outsourcing harus bisa menempatkan diri dan bersikap bijaksana agar bisa mengakomodasi kepentingan karyawan maupun perusahaan pengguna jasa pekerja, mengingat perusahaan pengguna jasa pekerja sebenarnya adalah pihak yang lebih mengetahui keseharian performa karyawan daripada perusahaan outsourcing itu sendiri.   36                                                                                journal the winners, vol. 15 no. 1, maret 2014: 34-46  melihat isu-isu yang berkembang tersebut, muncullah permasalahan bagi pt kuwera jaya untuk memilih menggunakan outsourcing atau mempekerjakan sendiri karyawan dalam kegiatan penunjang, yaitu cleaning service dan penyediaan catering. oleh sebab itu, penelitian dilakukan untuk meneliti keputusan perusahaan menggunakan outsourcing yang berpengaruh terhadap efisiensi biaya di pt kuwera jaya. rumusan masalah dalam penelitian adalah sebagai berikut. pertama, bagaimana perbandingan biaya keputusan outsourcing dengan keputusan mempekerjakan sendiri pada kegiatan bidang cleaning service dan catering pada pt kuwera jaya. kedua, seberapa besar penghematan biaya atas keputusan outsourcing yang dilakukan oleh pt kuwera jaya. dengan demikian, tujuan penelitian ini adalah sebagai berikut. pertama, untuk mengetahui perbandingan biaya keputusan outsourcing dengan keputusan mempekerjakan sendiri pada kegiatan bidang cleaning service dan catering pada pt kuwera jaya. kedua, untuk mengetahui besar penghematan biaya atas keputusan outsourcing yang dilakukan pt kuwera jaya. kerangka teoretis dan kerangka penelitian bisnis hughes dan kapoor (sugiono, 2004) menyatakan: "business is the organized of individuals to produce and self a profit, the good and service that satisfy society’s needs. the general term business refers to all such effort within a society or within an industry." maksudnya bisnis adalah suatu kegiatan individu atau organisasi yang secara hukum terorganisasi untuk menjual dan menghasilkan barang dan jasa guna mendapat keuntungan dalam memenuhi kebutuhan masyarakat. alma (2003) menyatakan bahwa bisnis adalah sejumlah total usaha yang meliputi bidang pertanian, produksi, konstruksi, distribusi, transportasi, komunikasi, perhotelan, usaha jasa, dan pemerintahan yang bergerak dalam bidang membuat dan memasarkan barang dan jasa ke konsumen. perencanaan bisnis menurut madura (2007) rencana bisnis adalah suatu deskripsi rinci dari suatu usulan bisnis, termasuk di dalamnya deskripsi bisnis, jenis pelanggan yang ingin ditarik, persaingan, dan fasilitas yang diperlukan untuk produksi. sedangkan menurut suryana (2008) perencanaan usaha adalah suatu cetak biru tertulis yang berisikan misi usaha, usulan usaha, operasional usaha, rincian strategis, dan peluang yang mungkin diraih. biaya biaya merupakan aspek yang mutlak di perusahaan mana pun. besar kecilnya biaya yang dikeluarkan perusahaan tergantung dari tingkat kebutuhan yang diperlukan untuk mencapai tujuan. menurut horngren, datar, dan foster (2008): “biaya adalah suatu sumber daya yang dikorbankan (sacrificed) atau dilepaskan (forgone) untuk mencapai tujuan tertentu.” “biaya adalah arus keluar atau pengkonsumsian aset dan atau timbulnya kewajiban selama suatu periode yang berasal dari pengiriman dan produksi barang, penyerahan jasa, atau penyelenggara aktivitas-aktivitas lainnya yang merupakan operasi utama dari suatu entitas.” klasifikasi biaya menurut usry, carter, dan thomson (2004), “keberhasilan dalam merencanakan dan mengendalikan biaya tergantung pada pemahaman yang menyeluruh atas hubungan antara biaya dan aktivitas bisnis. studi dan analisis yang hati-hati atas dampak aktivitas bisnis atas biaya umumnya analisis efisiensi biaya..... (masruroh; dkk) 37  akan menghasilkan klasifikasi tiap pengeluaran sebagai biaya tetap, biaya variabel, atau biaya semivariabel.” pertama, biaya tetap didefinisikan sebagai biaya yang secara total tetap tanpa berhubungan dengan peningkatan aktivitas. kedua, biaya variabel didefinisikan sebagai biaya yang secara total meningkat secara proposional terhadap peningkatan dalam akitivtas. ketiga, biaya semivariabel didefinisikan sebagai biaya yang memperlihatkan baik karakteristik-karakteristik dari biaya tetap maupun biaya variabel. objek biaya dan pemicu biaya objek biaya dan pemicu biaya bervariasi tergantung pada bentuk dan sifat organisasi dan objek biayanya. objek biaya merupakan aktivitas yang mengakumulasikan biaya. lima jenis objek biaya adalah produk atau kelompok produk yang saling berhubungan, jasa, departemen, proyek (proyek penelitian, pemasaran). jumlah total biaya untuk suatu objek biaya dipengaruhi oleh cost driver. cost driver merupakan faktor-faktor yang mempunyai efek terhadap perubahan level biaya untuk sebuah objek biaya. sebagai contoh, biaya listirk dalam pabrik (objek biaya) dipengaruhi oleh jumlah jam mesin. jadi, jumlah jam mesin merupakan cost driver untuk biaya listrik. cost driver merupakan langkah penting dalam analisis strategis dan manajemen biaya pada sebuah perusahaan. identifikasi dan analisis cost driver tersebut merupakan dasar dalam penentuan biaya dan objek biaya secara akurat dan untuk pengendalian biaya objek tersebut. biaya langsung dan biaya tak langsung pembebanan biaya langsung dan alokasi biaya (biaya langsung dan biaya tak langsung). pembebanan biaya merupakan proses pembebanan biaya ke dalam cost pool atau ke cost object secara mudah dan dapat dihubungkan secara ekonomi. contohnya, biaya yang dibutuhkan untuk produk tertentu merupakan biaya langsung karena biaya tersebut dapat ditelusuri secara langsung ke produk. dalam perusahaan angkutan udara, biaya penyiapan, dan pemrosesan tiket penumpang merupakan biaya langsung dari jasa yang diberikan kepada pelanggan. sebaliknya, biaya tak langsung, tidak dapat ditelusuri secara mudah sulit dihubungkan secara ekonomi dari biaya cost pool ke cost pool atau cost object. biaya tak langsung biasa disebabkan oleh dua atau lebih cost pool atau objek yang tidak dapat dengan mudah dan secara ekonomi ditelusuri secara langsung. biaya pengawasan terhadap para karyawan produksi dan bagian penanganan bahan merupakan contoh yang bagus dari biaya yang pada umumnya tidak dapat ditelusuri secara langsung. outsourcing secara sederhana, outsourcing dapat diartikan sebagai praktik yang ditempuh oleh suatu perusahaan untuk menyerahkan sebagian aktivitasnya untuk dikerjakan oleh perusahaan lain sehingga organisasi perusahaan menjadi saling keterkaitan antara satu dengan yang lainya. menurut definisi maurice greaver, outsourcing dipandang sebagai tindakan mengalihkan beberapa aktivitas perusahaan dan hak pengambilan keputusannya kepada pihak lain (outside provider), yang tindakan ini terikat dalam suatu kontrak kerjasama (faiz, 2007). beberapa pakar serta praktisi outsourcing dari indonesia juga memberikan definisi mengenai outsourcing, antara lain menyebutkan bahwa outsourcing dalam bahasa indonesia disebut sebagai alih daya, adalah pendelegasian operasi dan manajemen harian dari suatu proses bisnis kepada pihak luar (perusahaan jasa outsourcing). pendapat serupa juga dikemukakan oleh muzni tambusai, direktur jenderal pembinaan hubungan industrial departemen tenaga kerja dan transmigrasi yang mendefinisikan pengertian outsourcing sebagai memborongkan satu bagian atau beberapa bagian   38                                                                                journal the winners, vol. 15 no. 1, maret 2014: 34-46  kegiatan perusahaan yang tadinya dikelola sendiri kepada perusahaan lain yang kemudian disebut sebagai penerima pekerjaan. (faiz, 2007) dari definisi yang dikemukakan, terdapat persamaan dalam memandang outsourcing yaitu terdapat penyerahan sebagian kegiatan perusahaan pada pihak lain. dalam pendekatan yang lebih strategis, outsourcing adalah merupakan kombinasi dari dua strategi. strategi pertama, pemusatan aktivitas, investasi, alokasi sumber daya perusahaan, dan perhatian manajemen pada bidang-bidang yang memiliki tingkat kompetensi tinggi (core competence), yaitu keahlian dan keterampilan yang dimiliki perusahaan yang memungkinkanya unggul dalam mengembangkan dan memasarkan produk atau jasa yang berintikan keahlian tersebut. kedua, pelimpahan kegiatan bidang lain yang perusahaan tidak memiliki suatu kepentingan strategis atau kemampuan khusus, sehingga perusahaan tidak perlu menjadi yang terbaik atau tidak bisa melakukan lebih baik dari perusahaan lain (quinn & hilmer, 1994). manfaat outsourcing penerapan strategi outsourcing secara tepat dapat memberikan berbagai manfaat (keuntungan) bagi perusahaan baik dari segi teknis pada masa kini maupun segi strategis pada masa yang akan datang. pertama, meningkatkan skala efisiensi perusahaan atau mengurangi biaya (cost reduction). kedua, memungkinkan perusahaan untuk memfokuskan perhatian pada bidang yang menjadi core competence dan value-added activities sehingga bisa mengoptimalkan return. ketiga, mengurangi biaya investasi, outsourcing memungkinkan perusahaan kecil yang kekurangan modal tetapi mempunyai kapabilitas untuk memasuki bisnis kelas dunia. keempat, memungkinkan perusahaan untuk memanfaatkan expert knowledge tanpa harus memiliki atau merekrut tenaga kerja dengan kemampuan tersebut. kelima, outsourcing dapat menjadi sistem pelatihan secara tidak langsung bagi karyawan, karena hasil outsourcing dapat dipelajari oleh karyawan tentang bagaimana pekerjaan diselesaikan. risiko outsourcing penerapan strategi outsourcing tidak berarti tanpa risiko, meskipun provider (penyedia jasa/pemasok) yang berpengalaman bersama-sama dengan perusahaan dapat mengurangi atau mengeliminasi risiko tersebut. berbagai risiko yang paling umum terjadi, yaitu: (1) perusahaan menjadi sangat tergantung pada pemasok, hal ini akan menjadi permasalahan yang serius bila tejadi kegagalan pasar; (2) membagi informasi perusahaan kepada pemasok sehingga membuka kemungkinan pemasok untuk masuk ke dalam area bisnis perusahaan dan menjelma menjadi pesaing yang serius; (3) menyebabkan karyawan perusahaan menjadi frustasi. karyawan perusahaan dapat memandang rencana outsoucing sebagai suatu cara untuk melempar/memecat karyawan dan memangkas biaya yang dikeluarkan oleh perusahaan. penentuan core business dan pekerjaan penunjang dalam perusahaan sebagai dasar pelaksanaan outsourcing berdasarkan undang-undang ketenagakerjaan outsourcing hanya dibolehkan jika tidak menyangkut core business. dalam penjelasan pasal 66 uu no.13 tahun 2003, disebutkan bahwa “yang dimaksud dengan kegiatan penunjang atau kegiatan yang tidak berhubungan langsung dengan proses produksi adalah kegiatan yang berhubungan di luar usaha pokok (core business) suatu perusahaan. kegiatan tersebut antara lain: usaha pelayanan kebersihan (cleaning service), usaha penyediaan makanan bagi pekerja/buruh catering, usaha tenaga pengaman (security/satuan pengamanan), usaha jasa penunjang pada pertambangan dan perminyakan, serta usaha penyediaan angkutan pekerja/buruh.” analisis efisiensi biaya..... (masruroh; dkk) 39  interpretasi yang diberikan undang-undang masih sangat terbatas dibandingkan dengan kebutuhan dunia usaha saat ini. penggunaan outsourcing makin meluas ke berbagai lini kegiatan perusahaan. konsep dan pengertian usaha pokok atau core business dan kegiatan penunjang atau noncore business adalah konsep yang berubah dan berkembang secara dinamis. kerangka pemikiran metode jenis penelitian ini adalah penelitian deskriptif kualitatif dan kuantitatif. penelitian ini berdasarkan data kuantitatif yang dianalisis secara kualitatif. analisis terhadap keputusan perusahaan ke depannya yang mempertimbangkan untuk mempekerjakan sendiri atau menggunakan jasa dari perusahaan outsourcing. unit penelitian adalah pada perusahaan pt kuwera jaya, perusahaan penyedia jasa outsourcing cleaning service, dan dari perusahaan penyedia catering yang digunakan nantinya sebagai alternatif pilihan melakukan outsourcing dalam kegiatan penunjang bagi perusahaan. perusahaan memiliki dua alternatif keputusan yang dapat dianalisis yaitu biaya yang dikeluarkan untuk mempekerjakan sendiri dan biaya yang dikeluarkan apabila menggunakan outsourcing dalam bidang kegiatan cleaning service dan catering. beberapa biaya yang dikeluarkan antara lain sebagai berikut. pertama, biaya mempekerjakan sendiri (per bulan selama 1 tahun) adalah (a) untuk cleaning service: gaji, transport, seragam kerja, peralatan kebersihan, uang makan, biaya pelatihan, biaya recruitment, asuransi; (b) untuk catering: uang makan yang diberikan karena perusahaan pt kuwera jaya memberikan uang kepada karyawan untuk membeli sendiri makan siang. biaya makan per orang dikalikan frekuensi makan perhari. kedua, biaya menggunakan outsourcing cleaning service yaitu biaya jasa outsourcing cleaning service dan catering yaitu biaya jasa outsourcing catering.   40                                                                                journal the winners, vol. 15 no. 1, maret 2014: 34-46  metode analisis penelitian ini menggunakan analisis biaya yang relevan dan strategis dalam pengambilan keputusan untuk membuat (dalam hal ini mempekerjakan sendiri), menyewa, atau membeli. menurut blocher dkk (2008): “relevant cost are cost that will be incurred at some future time; they differ for each option available to the decision maker.” atau dapat diartikan biaya yang dikeluarkan pada masa yang akan datang; berbeda untuk setiap pilihan yang tersedia bagi pengambil keputusan. dapat disimpulkan biaya relevan adalah biaya yang berbeda atas setiap alternatif keputusan pada masa yang akan datang. perusahaan yang saat ini mempekerjakan sendiri kegiatan penunjangnya yaitu bidang cleaning service dan juga memberikan uang makan bagi karyawan memiliki alternatif menggunakan outsourcing. dari alternatif tersebut perlu dilakukan analisis biaya apa saja yang relevan untuk dapat diambil keputusan dilihat dari alternatif yang menghasilkan biaya paling rendah. data yang akan diolah adalah biaya-biaya relevan apa saja yang dikeluarkan perusahaan untuk setiap alternatif yang ada yaitu: mempekerjakan sendiri (karyawan cleaning service dan pemberian uang makan siang atau menggunakan outsourcing (cleaning service dan catering). setelah mengetahui berapa besar biaya relevan yang dikeluarkan perusahaan untuk mempekerjakan sendiri kegiatan penunjangnya maka akan dibandingkan dengan biaya yang dikeluarkan perusahaan apabila menggunakan outsourcing. kondisi dan keadaan yang tidak stabil di indonesia tentu akan mengakibatkan sulitnya memprediksi kenaikan biaya yang terjadi pada masa yang akan datang. oleh karena itu perlu dibuat tiga skenario untuk memperkirakan kenaikan biaya outsourcing yang terjadi tahun berikutnya yang akan berbeda untuk setiap alternatif penggunaan outsourcing, yaitu: pesimis dengan asumsi kenaikan biaya outsourcing 10%; moderat dengan asumsi kenaikam biaya outsourcing 7.5%; dan optimis dengan asumsi kenaikan biaya outsourcing 5%. setelah mengetahui biaya dan efisiensi yang diperoleh perusahaan jika memilih alternatif menggunakan outsourcing cleaning service dibandingkan dengan alternatif mempekerjakan sendiri karyawan cleaning service, selanjutnya menghitung biaya dan efisiensi yang diterima perusahaan jika menggunakan outsourcing bidang catering dibandingkan dengan perusahaan memilih alternatif memberikan uang makan kepada karyawannya dengan tiga skenario yang ada. hasil dan pembahasan analisis biaya relevan untuk menganalisis biaya relevan yaitu menentukan biaya-biaya apa saja yang relevan terhadap keputusan yang akan diambil perusahaan. kemudian menghitung selisih dari biaya yang relevan antara dua alternatif keputusan. keputusan yang diambil yaitu melihat hasil yang lebih efisien bagi perusahaan. perhitungan dilakukan dengan asumsi kegiatan perusahaan dalam satu tahun terakhir selama tahun 2010 apabila perusahaan memilih mempekerjakan sendiri dalam hal ini karyawan cleaning service dan juga pemberian uang makan siang dan apabila perusahaan memilih menggunakan outsourcing cleaning service dan juga catering. analisis biaya mempekerjakan sendiri (self hiring) tabel 1 menunjukkan data biaya relevan yang dikeluarkan perusahaan untuk mempekerjakan sendiri kegiatan penunjangnya. analisis efisiensi biaya..... (masruroh; dkk) 41  tabel 1 biaya mempekerjakan sendiri bidang cleaning service bidang cleaning service (self hiring) 2010 biaya (rp) biaya dalam satu tahun (rp) gaji per bulan 1,200,000 14,400,000 transport karyawan : (rp10.000 x 30hari) 300,000 3,600,000 seragam kerja karyawan 150,000 150,000 peralatan kebersihan 200,000 200,000 uang makan karyawan : (rp15.000 x 30hari) 450,000 5,400,000 biaya pelatihan karyawan 100,000 100,000 biaya recruitment karyawan 250,000 250,000 asuransi untuk karyawan 50,000 600,000 total biaya relevan : 24,700,000 sumber: data diolah biaya makan (catering) karyawan perusahaan selama ini memberikan uang makan siang bagi karyawan sehingga karyawan sendiri yang membeli makan siangnya ketika waktu istirahat. tabel 2 merupakan data biaya relevan yang dikeluarkan perusahaan untuk memberikan makan siang. tabel 2 biaya makan karyawan biaya makan karyawan 2010 biaya per bulan (rp) biaya dalam satu tahun (rp) biaya makan karyawan per bulan: (rp450.000 x 11 orang) 4,950,000 59,400,000 total biaya relevan : 59,400,000 sumber: data diolah perusahaan mengeluarkan biaya makan bagi karyawan sebesar rp59.400.000,00 setiap tahunnya. karyawan diberikan uang makan sebesar rp15.000,00 per orang setiap harinya (rp450.000,00 per bulan) dan juga waktu istirahat untuk makan siang. situasi tersebut membuat karyawan harus keluar untuk membeli sendiri makan siang dan tentunya menyebabkan berbagai hal. dampak negatif pertama adalah waktu makan siang karyawan menjadi tidak teratur karena karyawan harus keluar sendiri untuk membeli makan siangnya. sementara dampak negatif kedua adalah mengganggu proses kerja perusahaan jika karyawan terlambat kembali ke kantor setelah istirahat makan. sementara itu, dampak positif pertama karyawan dapat bebas memilih menu makan siang sesuai kebutuhan masing-masing. kedua, karyawan dapat keluar dari kantor untuk beristirahat. ketiga, karyawan dapat menentukan sendiri uang makan yang diberikan untuk makan siang atau disimpan untuk menambah penghasilan. analisis biaya penggunaan outsourcing berikut adalah data biaya relevan yang dikeluarkan perusahaan apabila menggunakan outsourcing dalam kegiatan penunjangnya. biaya outsourcing jasa cleaning service tabel 3 menunjukkan asumsi biaya relevan yang akan dikeluarkan perusahaan apabila perusahaan memilih menggunakan outsourcing jasa cleaning service. dalam hal ini perusahaan harus dengan teliti mempertimbangkan setiap biaya yang mungkin akan diperhitungkan. periode kontrak   42                                                                                journal the winners, vol. 15 no. 1, maret 2014: 34-46  sebaiknya ditentukan dari awal apakah secara mingguan, bulanan, atau tahunan. hal ini akan berpengaruh terhadap perhitungan biaya jika mempekerjakan sendiri. tabel 3 biaya outsourcing jasa cleaning service outsourcing jasa cleaning service 2010 biaya dalam satu tahun (rp) paket jasa dalam setahun : (rp1.500.000 x 12 bulan) 18,000,000 total 18,000,000 sumber: data diolah biaya outsourcing jasa catering tabel 4 merupakan asumsi biaya relevan yang akan dikeluarkan perusahaan apabila menggunakan outsourcing catering untuk memberikan makan siang bagi karyawan. dalam hal ini perusahaan harus memperhitungkan setiap biaya yang mungkin akan dikeluarkan. periode kontrak perusahaan sebaiknya ditentukan dari awal apakah secara harian, mingguan, atau bulanan. hal ini akan berpengaruh terhadap perhitungan biaya apakah memberikan uang makan atau menggunakan outsourcing jasa catering. tabel 4 biaya outsourcing jasa catering outsourcing jasa catering 2010 biaya (rp) biaya dalam satu tahun (rp) jasa paket per bulan rp360.000 x 11 orang 3,960,000 47,520,000 total: 47,520,000 sumber: data diolah total biaya yang dikeluarkan perusahaan apabila menggunakan outsourcing catering adalah sebesar rp47.520.000,00 setiap tahunnya. perusahaan catering tentunya memberikan menu makan siang dengan berbagi jenis pilihan menu yang bervariasi setiap harinya dan juga memenuhi standar gizi yang terdiri dari nasi, ikan, sayur, dan buah. menu makan yang diberikan juga terjaga kebersihannya sehingga karyawan tidak perlu takut untuk mengonsumsi makanan catering. ketepatan dalam pengiriman dan pengambilan paket catering, sehingga tidak perlu terjadi keterlambatan bagi karyawan untuk makan siang. tentunya, hal ini dapat mengurangi gangguan dalam pelaksanaan dan kinerja dari karyawan perusahaan. berdasarkan tabel 4, penghematan yang cukup signifikan bagi perusahaan dibandingkan dengan memberikan biaya uang makan bagi karyawan yang jumlahnya mencapai rp.59.400.000,00. perusahaan juga mendapat keuntungan dengan menggunakan outsourcing catering sebagai berikut. pertama, dengan disediakannya catering maka karyawan dapat langsung makan siang di kantor tanpa harus meninggalkan kantor. kedua, tentunya dapat mengurangi keterlambatan masuk setelah istiarahat makan siang karena karyawan tetap berada di kantor. ketiga, karyawan tidak perlu menghabiskan waktu untuk membeli makan siang di luar kantor. analisis efisiensi biaya analisis efisiensi biaya dilakukan dengan menghitung biaya relevan dari masing-masing alternatif yang ada untuk mengambil keputusan. perusahaan memiliki dua alternatif yaitu analisis efisiensi biaya..... (masruroh; dkk) 43  mempekerjakan sendiri karyawan bidang cleaning service dan memberikan uang makan siang atau perusahaan menggunakan outsourcing baik cleaning service untuk mengurus kebersihan dan juga outsourcing catering untuk penyediaan makan siang karyawan. keputusan yang diambil adalah berdasarkan alternatif mana yang lebih menghasilkan biaya yang paling rendah. tabel 5 menunjukkan data yang disediakan perusahaan apabila mempekerjakan sendiri atau menggunakan outsourcing. tabel 5 efisiensi biaya keputusan mempekerjakan sendiri (rp) keputusan menggunakan outsourcing (rp) efisiensi (rp) cleaning service 24,700,000 18,000,000 6,700,000 biaya makan/catering 59,400,000 47,520,000 11,880,000 total : 84,100,000 65,520,000 18,580,000 sumber: data diolah dengan demikian maka sebaiknya keputusan yang diambil oleh perusahaan adalah menggunakan outsourcing catering dengan penghematan setiap tahunnya rp11.880.000,00 dan outsourcing cleaning service dengan penghematan dan efisiensi biaya rp6.700.000,00. total efisiensi seluruh kegiatan penunjangnya apabila menggunakan outsourcing adalah sebesar rp18.580.000,00 yang didapat dari (a) rp.11.880.000,00 + rp.6.700.000,00 apabila melihat dari sisi efisiensi; dan (b) rp84.100.000,00 rp65.520.000,00 apabila melihat dari total biaya setiap alternatif mempekerjakan sendiri dan menggunakan outsourcing. analisis sensitivitas analisis sensitivitas ini dilakukan karena ada kemungkinan kenaikan biaya pada tahun berikutnya dengan berbagai asumsi kenaikan harga. pada 2011 kenaikan umr (upah minimum regional) dki jakarta menjadi rp.1.290.000 (charysa, 2013) sehingga perusahaan akan menyesuaikan gaji karyawan sesuai dengan umr yang ditetapkan pemerintah daerah. dengan kenaikan umr menjadi rp.1.290.000,00, maka perusahaan harus menaikan gaji karyawan cleaning service sebanyak 7.5% dari rp1.200.000,00. hal ini akan mengakibatkan kenaikan biaya relevan pada tahun berikutnya. asumsi analisis mempekerjakan sendiri (self hiring) tahun 2011 berikut asumsi biaya relevan yang dikeluarkan perusahaan untuk mempekerjakan sendiri karyawan cleaning service pada 2011. ada asumsi bahwa terjadi kenaikan kebutuhan bahan pokok pada 2011. tentunya hal ini akan mengakibatkan tuntutan kenaikan berbagai jenis biaya yang di keluarkan perusahaan bagi karyawannya. kenaikan yang terjadi tentunya akan berpengaruh terhadap perhitungan biaya yang akan dikeluarkan perusahaan untuk ke depannya. asumsi biaya mempekerjakan sendiri bidang cleaning service tahun 2011 asumsi biaya mempekerjakan sendiri kegiatan cleaning service pada 2011 yang akan dikeluarkan perusahaan selama satu tahun ditunjukkan dalam tabel 6. asumsi kenaikan adalah mengikuti kenaikan umr tahun 2011 yaitu sebesar 7.5% dan biaya relevan lainnya dengan asumsi kenaikan tahunan yang terjadi di indonesia. asumsi kenaikan biaya lainnya akan mengikuti kenaikan tahunan yang biasa terjadi di indonesia.   44                                                                                journal the winners, vol. 15 no. 1, maret 2014: 34-46  tabel 6 asumsi biaya memperkerjakan sendiri bidang cleaning service tahun 2011 asumsi kenaikan gaji 7.5% bidang cleaning service (self hiring) 2011 biaya (rp) biaya dalam satu tahun (rp) gaji per bulan naik 7.5% 1,290,000 15,480,000 transport : (rp15.000 x 30hari) 450,000 5,400,000 seragam kerja 200,000 200,000 peralatan kebersihan 220,000 220,000 biaya makan: (rp17.000 x 30hari) 510,000 6,120,000 biaya pelatihan 100,000 100,000 asuransi 55,000 660,000 total biaya relevan 28,180,000 sumber: data diolah asumsi biaya makan karyawan tahun 2011 berikut adalah asumsi biaya makan karyawan yang akan dikeluarkan perusahaan pada tahun 2011 selama satu tahun. asumsi perusahaan akan memberikan kenaikan biaya uang makan karyawan yang semula rp15.000,00 per orang dalam sehari menjadi rp17.000,00 per orang dalam sehari. kenaikan biaya makan karyawan menjadi rp510.000 atau rp17.000 per orang (naik rp2.000,00 yang pada tahun sebelumnya adalah sebesar rp15.000,00) dalam sehari disesuaikan dengan kenaikan kebutuhan bahan pokok dan kenaikan biaya atau upah makan yang biasa terjadi setiap tahun di perusahaan. hal ini menyebapkan perusahaan akan mengeluarkan total biaya untuk uang makan karyawan menjadi rp73.440.000,00 dibandingkan tahun lalu yang sebesar rp59.400.000,00 dalam setahun. asumsi analisis biaya penggunaan outsourcing tahun 2011 asumsi biaya relevan tahun 2011 apabila perusahaan menggunakan outsourcing dalam kegiatan penunjang. terdapat tiga skenario yang menjadi asumsi kenaikan biaya outsourcing yaitu: pesimis, dengan asumsi kenaikan biaya outsourcing per tahun adalah 10%; moderat dengan asumsi kenaikan biaya outsourcing per tahun adalah 7.5%; optimis dengan asumsi kenaikan biaya outsourcing per tahun adalah 5%. tabel 7 menunjukkan perbandingan biaya keputusan mempekerjakan sendiri dengan keputusan outsourcing berdasarkan 3 skenario. tabel 7 perbandingan biaya keputusan mempekerjakan sendiri dengan keputusan outsourcing berdasarkan 3 skenario sumber: data diolah keputusan mempekerjakan sendiri keputusan menggunakan outsourcing skenario kenaikan efisiensi biaya rp28,180,000 rp18,900,000 optimis: kenaikan 5% rp9,280,000 cleaning service rp19,350,000 moderat: kenaikan 7.5% rp8,830,000 rp19,800,000 pesimis: kenaikan 10% rp8,380,000 memberikan uang makan/catering rp73,440,000 rp49,896,000 optimis: kenaikan 5% rp23,544,000 rp51,084,000 moderat: kenaikan 7.5% rp22,356,000 rp52,272,000 pesimis: kenaikan 10% rp21,168,000 analisis efisiensi biaya..... (masruroh; dkk) 45  simpulan berdasarkan hasil pembahasan, dapat disimpulkan sebagai berikut. pertama, efisiensi biaya yang didapat oleh pt kuwera jaya atas keputusan alternatif mempekerjakan sendiri dan menggunakan outsourcing pada bidang cleaning service adalah sebesar rp6.700.000,00 yaitu dari selisih biaya mempekerjakan sendiri sebesar rp24.700.000,00 dikurangi biaya menggunakan outsourcing sebesar rp18.000.000,00. kedua, efisiensi biaya yang didapat oleh pt kuwera jaya atas keputusan alternatif mempekerjakan sendiri dan menggunakan outsourcing pada bidang catering adalah sebesar rp11.880.000,00 yaitu dari selisih biaya mempekerjakan sendiri sebesar rp59.400.000,00 dikurangi biaya menggunakan outsourcing sebesar rp47.520.000,00. ketiga, pt kuwera jaya layak memilih alternatif menggunakan outsourcing dalam kegiatan penunjangnya walaupun dengan adanya tiga skenario asumsi kenaikan harga yaitu skenario pesimis, moderat, dan optimis. saran berdasarkan simpulan yang ada, beberapa saran dapat diberikan. sebaiknya pt kuwera jaya segera menggunakan outsourcing dalam kegiatan penunjang baik di bidang cleaning service maupun catering karena akan jauh lebih menghemat uang perusahaan dibandingkan dengan mempekerjakan sendiri. pt kuwera jaya juga harus selalu memeriksa, mengawasi, menganalisis, dan mengetahui keadaan yang terjadi apabila sudah menggunakan outsourcing nantinya. selain itu, pt kuwera jaya juga memonitor kinerja karyawan outsourcing untuk memastikan bahwa standar kerja sesuai dengan kontrak kerja. terakhir, pt kuwera jaya memerhatikan kesejahteraan karyawan, baik karyawan tetap maupun karyawan outsourcing. daftar pustaka alma, b. (2003). kewirausahaan. bandung: alfabeta. blocher, e. j., chen, k. h., cokins, g. & lin, t. w. (2007). manajemen biaya. edisi ke-3 buku 2. jakarta: salemba empat. charysa, n. n. (2013). pengaruh pertumbuhan ekonomi dan inflasi terhadap upah minimum regional di kabupaten/kota provinsi jawa tengah tahun 2008–2011. economics development analysis journal, 2(4), 277–285. available http://journal.unnes.ac.id/sju/index.php/edaj/article/view/2489/2283 david, f. r. (2011). strategic management concepts and cases. 13th ed. new jersey: pearson education. faiz, p. m. (2007, 20 mei). outsourcing (alih daya) dan pengelolaan tenaga kerja pada perusahaan: tinjauan yuridis terhadap undang-undang nomor 13 tahun 2003 tentang ketenagakerjaan. diakses dari http://jurnalhukum.blogspot.com/2007/05/outsourcing-dantenaga-kerja.html horngren, c. t., datar, s. m., & foster, g. (2008). akuntansi biaya. jilid i. jakarta: erlangga. madura, j. (2007). pengantar bisnis. jakarta: salemba empat. quinn, j. b. & hilmer, f. g. (1994). strategic outsourcing. sloan management review, 35(4), 43–55.   46                                                                                journal the winners, vol. 15 no. 1, maret 2014: 34-46  sugiono. (2004). metode penelitian bisnis. edisi ke-6. bandung: alfabeta. suryana. (2008). kewirausahaan pedoman praktis, kiat, dan proses menuju sukses. edisi ke-3. jakarta: salemba empat. usry, carter, & thomson. (2004). akutansi biaya. edisi ke-13. jakarta: salemba empat. wirawan. (n.d.). apa yang dimaksud dengan sistem outsourcing? rubrik hukum teropong. http://www.pikiran-rakyat.com/cetak/0504/31/teropong/komenhukum.htm in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 103 the winners, 23(2), september 2022, 103-112 doi: 10.21512/tw.v23i2.6871 analysis of regional budget management performance at regional finance agency of pamekasan regency r. agoes kamaroellah1*; moh syafik2 1faculty of islamic economics and business, institut agama islam negeri madura jl. raya panglegur, km. 04 pamekasan, 69371, indonesia 2language unit, institut agama islam negeri madura jl. raya panglegur, km. 04 pamekasan, 69371, indonesia 1agoeskamaroellah.stain@gmail.com; 2mohammadsyafik007@gmail.com received: 16th december 2020/ revised: 06th march 2022/ accepted: 08th november 2022 how to cite: kamaroellah, r. a. & syafik, m. (2022). analysis of regional budget management performance at regional finance agency of pamekasan regency. the winners, 23(2), 103-112. https://doi.org/10.21512/tw.v23i2.6871 abstract the research aimed to analyze the performance of regional income, expenditure budget, and budget performance of revenue and expenditure at the regional finance board of pamekasan regency during 2013-2016. in this descriptive quantitative research, data source was the regional expenditure's financial performance by considering the budget realization report's information (laporan realisasi anggaran/lra). the analysis involved a threestep analysis, variance analysis, growth of regional expenditure, and suitability analysis of regional expenditure. the research reveals that most of the periods studied experience more expected differences, amplified with the target budget realization revenue from 2013-2016 has an average rate of 100,05%. the degree of decentralization of kabupaten pamekasan shows an average of 24,16%, which is considered below the percentage criteria of original local government revenue (olgr) to total revenue area (total pendapatan daerah/tpd) ranging from 0,00-10,00%. revenue financial performance district pamekasan experiences an increase in financial performance revenue, which is indicated by a positive growth rate of 8,29%. the level of dependency of pamekasan regency in 2013-2016 is very high, indicated by the average local financial dependency ratio above 50%. the results suggest that there is a dependence of the pamekasan government on central government or provincial government. the surplus occurs due to the intensification and extensification of original local growth revenue in the form of taxes, levies, and other income. keywords: management performance, regional regency, pamekasan i. introduction the research carries out relating to the regional financial management under law no. 33 year 2004 about the financial balance between the central government and the regional government, as the revision of law no. 25 year 1999 about the financial balance between central and regional government, the law above is expected to support the empowerment of regional governments in term of government works. thus. the financial decentralization is formulated and arranged by the provinces and regional governments. governments are required to make fundamental changes to the existing system of government. one of the fundamental changes in this case concerns about the implementation of extensive, visible, and accountable autonomy to the regional government (mardiasmo, 2018). as a result, this law's enactment resulted in a paradigm shift in government administration towards decentralization, which was marked by the granting of broad and real autonomy to the regions. in managing their government, each region needs an assessment to see whether financial management has been carried out efficiently and effectively by assessing local government financial management since every implementation of regional autonomy and fiscal decentralization of government performance is very important to be seen and measured (sulistyo, 2018). moreover, it is also supported that the relationship between effiency and financial condition exists (cuadrado-ballesteros & bisogno, 2019). the financial management performance assessment is carried out on the regional revenue and expenditure budget (anggaran pendapatan dan belanja daerah/apbd) conducted by the regional in pr es s 104 the winners, vol. 23 no. 2 september 2022, 103-112 government, which is obliged to submit a regional financial accountability report to assess whether the regional government has succeeded in carrying out its duties properly or not. one of the tools to analyze the local government's performance is to analyze the financial ratios in the apbd that has been determined and implemented (susanto, 2019). financial performance analysis is an attempt to identify financial characteristics based on available financial reports. one of the tools used to assess local governments' performance in regional financial management as outlined in the apbd is financial ratio analysis (halim, 2013; nufus, supratikta, & muchtar, 2017). under these conditions, it is necessary to measure the financial performance and accountability of regional government. the measurement of regional government performance has many objectives. first, it is an integral component of any drive to to assess internally and in encouraging economic growth (korompot & warongan, 2017). second, it is also an indicator whether public fund is spent properly or not (widianto, pudjihardjo, & susilo, 2016), which then lead to create good performance in financial terms, to achieve the implementation of the targeted government (putra, wijayanti, & ardhiarisca, 2020), and to improve the suitability of the implementation of follow‐up audit recommendations (masdar et al., 2021). therefore, the regional government is required to design a good performance measurement. the performance measurement designed not to just use one measurement, as the consequence, it needs a different measurement for different purposes. the condition sometimes raises the conflict. performance measurement influences the dependencies between work units in a single unit of work (mardiasmo, 2018). the research focuses more on two matters: (1) the performance of the regional expenditure management that is investigated is limited only on analysis of variance of regional expenditure, regional expenditure growth, and regional expenditure efficiency; (2) the data used in this research is limited to the period of the fiscal years 2013-2016. the regional autonomy will lead to the diversity of the regional economy and it is also profoundly potential to cause fiscal risk. to achieve an effective regional autonomy, then in 1999, the government made reforms in the governance, regional finance, and financial management with the enactment of law no. 22 year 1999 about regional government and law no. 25 year 1999 on financial balance between central and regional government. both laws are about fundamental changes in the relationship of governance and financial management (mamma, 2016). due to the respect to the importance of the financial position, regional finance is considered as one of the indicators to examine the ability of regions to regulate and administer its own household that lead to the improvement of welfare and services to the community (awwaliyah, agriyanto, & farida, 2019). with the promulgation of the law on regional autonomy carries consequences for the region that will result in the differences between one region to other regions, especially in the regional finance capability. the regional finance capability is divided into four categories (fafurida & pratiwi, 2017); (1) the region that is able to carry out regional autonomy. (2) the region that is close to being able to carry out regional autonomy (3) the region that is a little more able to carry out regional autonomy and (4) the region that are less able to carry out their regional autonomy. beside as a strategy to cope with the globalization era, the regional autonomy is a demand of local communities in response to economic injustice they undergone over the years. the regional autonomy implementation sometimes is used as a venue for scramble of power by certain people that hunt for position and assets (shiddiqy, 2017). the broad transfer of authority and functions from central to regional governments directed to accelerate the realization of public welfare through the improvement, service, empowerment, and participation of the community. with regard to principles of democracy, equality, justice, privilege, specificity, as well as the potential diversity of each region, it is expected that real disintegration minimizes the threat of the state life and society. regional autonomy is empowerment in decision-making which is more flexible for the regions to manage their regional resources in accordance with the interests, priorities and their regional potential, as holland, dahlman, and browner (2020) state that autonomies offering a new, more unstable period of centralizing pressurer that will challenge their original purpose and perhaps also regional peace and stability. through regional autonomy, the financial management will be administered fully by the regional governments, since they are the only sides that connect directly to their society. high demands on the performance and accountability of regional government led to the need for performance measurement of regional government. the performance measurement of regional government acquires many goals, at least to improve the performance and to increase the accountability of regional governments (sofyani, riyadh, & fahlevi, 2020). therefore, the regional government is required to establish the measurement of a good performance. the measurement performance which is prepared does not utilize only one measure. it needs different measures for different purposes. this case sometimes creates conflict. performance measures affect the dependencies between work units in a single unit of work (mardiasmo, 2018). analyzing the performance of regional government in managing their financial management can be analyzed through the financial ratio analysis on the apbd that has been defined and implemented. the fresh weight (fw) ratio analysis based on apbd involves regional revenue budget and regional expenditure budget that can be contrived by comparing in pr es s 105analysis of regional budget.... (r. agoes kamaroellah; moh syafik) the achievement from one period compared to the previous period (sulila, 2019), hence, it can be seen how the trend is going. through the analysis of financial ratios, the regional government can assess their regional financial independence in funding the decentralized governance. the analysis also allows to measure effectiveness and efficiency of realization of regional revenues, measure the extent to which the government spends the revenues, as well as the contribution of each source of revenue in formulating the regional revenues (halim, 2013). in the instance of that case, the regional government is demanded to be capable of allocating the resources effectively and efficiently. the ability requires accounting information as one of the important basis in decision-making allocating the economic resources. consequently, the government needs an economic expert who will provide information about accounting to meet the needs of management and economic decision-making and to enable them allocating various economic resources effectively and efficiently. budget realization report (laporan realisasi anggaran/lra) released by regional government provide valuable information in assessing the performance of the regional government (prasetyo & nugrahen, 2020). compared with the balance, the lra is a more important priority since it is a regional financial report obliged to be made before arranging the balance report and cash flow statement. budget in the government is the backbone of the government management. budget is vital as a means of stability, distribution, allocation of public resources, planning and controlling the organization, as well as performance assessment. therefore, lra becomes one major report of regional financial accountability since readers can make performance analysis of financial statements in the form of analysis of income, expenditure analysis, and financial analysis (mahmudi, 2010). the expenditure in lra is an essential component that invites public interest (syamsurijal, 2019). community has a role as providers of public funds through local taxes they pay, therefore, they are interested to know whether the funds have been used properly, efficiently, effectively, and oriented to the public interest. the regional expenditure also reflects a policy that generating income is more difficult than spending it. the nature of expenditure is relatively easier to do and it is also vulnerable to result in inefficiencies and financial leakages. for that reason, planning, control and monitoring of expenditure are absolutely necessary. after the budget is spent and reported in the lra, this expenditure analysis obliged to be arranged in which the reports will become the basic evaluation, correction, and future improvement (mahmudi, 2010a). source of local revenue are from financial resources obtained from the area concerned. sources of local revenue consists of district tax, local retribution, the results of separated local resources manufacture, and other legal local reveneus (hadiyatno et al., 2020). however, the regional government should generate revenues from other legal sources, such as from enterprises. therefore, it will limit the attachment to the government (nasir, 2019). steps that can be implemented for increasing local revenues are implemented through two ways (safitra, 2019). they are intensification and extensification. through intensification, the tax collection could be increasing by intensifying the intensity of charges on potential tax subject or object that is yet untapped or netted by tax, also improving fiscals to reduce the existing leakages. intensification itself can be done in several ways, namely completing the tax administration, improving employee quality or collection agency, and completing tax regulations (alisman, suharmi, & nurhayani, 2019). meanwhile, tax extensification is implemented through expanding taxpayer, rates completion, and extension of the tax object (alisman et al., 2019). furthermore, law no. 32 of 2004 article 157 and law no. 33 of 2004 article 6, as well as pp no. 105 of 2000 and pp no. 64 of 2000 explains the two sources of regional income involves balanced fund and other legal local revenues. balanced fund is a fund sourced from the acceptance of the apbd allocated to the region to fund the region's needs to support the decentralization process. the posts of balanced fund are comprised of: 1) tax returns/non-tax returns, 2) general allocation fund, and 3) special allocation fund. other legal local revenues include: 1) income grant, 2) fund tax revenue from the province and other local governments, 3) adjustment fund and the special autonomy, and 4) financial assistance of province or other local governments. spending the area should be managed by observing some basic principles that should be considered among others, which are: 1) accountability, 2) value of money, and 3) functions of government. accountability is the first principle of regional expenditure that becomes the existence of accounting system and budgeting system to ensure the consistency of the regional expenditure based on the force legislation, regional expenditure to show the determined achievement level and target level, and regional expenditure conducted is oriented towards achieving the vision, mission, and the benefits that are going to obtain. according to widajatun and kristiastuti (2020), accountability has a significant effect on the performance of local governments. the second is value of money. the regional expenditure must be based on the concept of value of money, namely economic, efficiency, and effectiveness (susetyo et al., 2017). the arrangement of apbd should be referred to the norms and principles of budgets (mahmudi, 2010a), those include budget transparency and accountability, budget discipline, budget justice, and budget efficiency and effectiveness, in pr es s 106 the winners, vol. 23 no. 2 september 2022, 103-112 and also budget format. the third is functions of goverment. the functions of government are to maintain internal security and defense, to hold judicial functions, and to provide goods that are provided by private sectors, such as roads, dams, and so on (bastian, 2015). as a holder of power, the government should uphold justice and the performance outcomes should be people-oriented to organize, regulate, and to improve the society’s well-being. based on the understanding of regional government, so, the local government accounting is defined as: “the process of identifying, measuring, recording, and reporting of economic transactions (financial) of local government entities (regency, city or province) that become information in the context of making the economic decision by external parties of local governments that need it (halim, 2012).” furthermore, public sector accounting is defined as technical mechanisms and accounting analysis implemented to public fund management in high state institutions and departments under them, regional governments, state owned-enterprises, regional owned-enterprises, ngos, charities, or the projects of public sector cooperation and private sector cooperation (bastian, 2015). in addition, public sector accounting according to rizky and setiawan (2019) is the process of recording, classifying, analyzing and reporting the financial transactions of a public organization that provides financial information for financial reports users that is beneficial for decisionmaking. some previous researchers have attested the analysis of regional budget management performances and regional expenditures. rosalina (2008) notes that she analyzed the performance of regional budget management of west sumatera involving its income, expenditure, and financing. the data sources are the realization report of regional revenues and expenditures budget of west sumatera province. the research found that the realization of the income from 2003-2006 can be said effective and efficient. the income positively increases during that period. andriani (2020) analyzes the performance of implementing the apbd which includes income, expenditure, and financing. the data used is the accountability report of the apbd of sarolangun regency, jambi province, for the budget period from 2006-2012. andriani (2020) indicates that sarolangun regency in realizing revenues can be said to be effective and efficient since the operational budget is higher than their capital expenditure. the research location makes it differs from other previous research since it focuses on the pamekasan regency, hence the differences on the size of the variance of regional revenue and expenditure budget, regional financial independence ratio, decentralization degree, regional financial dependency ratio, and income growth ratio. pamekasan regency is chosen as the research setting since there is a discourse regarding converting madura into a province. if it occurs, pamekasan will most likely be selected as the center of the government, which then, therefore, the performance analysis of the apbd through the ratio of local government revenue (pendapatan asli daerah/ pad) is necessary to measure how far the financial performance of the local government finance office. in addition, the researchers selected the budget years of 2013-2016 because those were the second periods of the government of the incumbent regents, achmad syafii. there is an urgency that the selected regent should give better performances from his previous leadership era, including better performance in the fiscal sector. therefore, the research is conducted to examine the success of the second term of the elected regent in increasing the apbd. at the same time, the research measures the level of efficiency, effectiveness, transparency, and accountability of the local fiscal following the local government medium term development plan (rencana pembangunan jangka menengah daerah/rpjmd) of pamekasan, which is elaborated from the vision, mission, and programs prepared by the elected regent and deputy regent for that period. it can be concluded that the purpose of accounting in government is to provide the necessary information to manage the operations and the allocation of resources entrusted to the organization appropriately, efficiently, and economically, as well as to provide information related to the accountability of those managements and to report the operational results and public fund expenditures. in addition, government accounting refers to theory application, principles or accounting standards on non-profit organizations, especially government organizational units. the research focuses on the performance of regional revenue and expenditure budget management at the pamekasan regency regional finance agency during the 2013-2016 period. the research is vital dan interesting to conduct the performance of regional revenue and expenditure and budget management at the pamekasan regency. the results are beneficial to measure the success of the pamekasan regency in increasing their original local revenue during those periods following the rpjmd document of the pamekasan regency government, which is an elaboration of the vision, mission, and program of the elected regent and deputy regent. ii. methods based on the objectives, it is considered quantitative descriptive research. descriptive research intends to get a true description of an object that aims to create a systematic, actual, and accurate description, regarding the facts, issues, and the variables. thus, the research is categorized as a case study. data are analyzed and interpreted by using in pr es s 107analysis of regional budget.... (r. agoes kamaroellah; moh syafik) qualitative and quantitative data analysis. the research analyzes the financial performance of the regional expenditure by means of by considering the information from the lra. the first is variance analysis of regional expenditure. expenditure variance analysis deals with the difference or the deviation between the realization of expenditure and the budget. if there is a deviation (expenditure realization exceeds the expenditure budget), it is considered as poor financial performance spending, whereas if there is a deviation (expenditure realization is less than the expenditure budget), the financial performance is considered as a good finance (mahmudi, 2010b) analysis of variance = expenditure realization in t-year x 100% expenditure budget in t-year independent ratio describes regional dependence on external funding sources. the higher the independence ratio, the lower the level of regional dependency to the external parties’ support, and vice versa. secondly, the analysis of regional expenditure growth is useful to know expenditure growth from year to year. the regional expenditure usually has a trend to rise, it occurs due to adjustment for inflation, changes in exchange rate, changes in the service scope, and the adjustment of macroeconomic factors. the fair increase or unnecessary to look at some of the aspects mentioned earlier and the reason for the higher spending occurs, whether due to the internal relative increase in planned and controlled or external factors outside the regional government control (mahmudi, 2010b). the formula to count the regional expenditure growth can be seen: the third is suitability analysis of regional expenditure. it is an analysis in which the point of analysis is on three main functions of budget, those are as a means of distribution, allocation, and stabilization. the suitability analysis of regional expenditure involves three analyses: 1) analysis of operating expenditure to the total expenditure; 2) analysis of capital expenditure to the total expenditure; 3) analysis of regional expenditure efficiency. firstly, in the analysis of operating expenditure to the total expenditure, the ratio provides information regarding regional expenditure portion that is allocated to the operating expenditure. operating expenditure is expenditure whose benefits can be consumed in one fiscal year. in general, the proportion of operating expenditure dominated total regional expenditure, which is between 60% 90%. to analyze the operating expenditure ratio to the total expenditure can be seen in the formula: secondly, in the analysis of capital expenditure to the total expenditure, this ratio can be used to know the proportion of regional expenditure allocated to the investment in the form of capital expenditure in the fiscal year concerned. in general, the proportion of capital expenditure to the total expenditure of a region is between 5% 20%. the formula is: the third is analysis of regional expenditure efficiency. the ratio in regional expenditure efficiency analysis is used to measure the level of budget savings by the regional government. the regional government had committed the efficiency of the budget if the ratio is less than 100%. conversely, if the ratio is more than 100%, it indicates the occurrence of budget waste (mahmudi, 2010b). this ratio is useful to measure the level of budget savings by the government. regional government is considered to have done budget efficiency if the efficiency ratio is less than 100%. conversely, if it exceeds 100%, it indicates the occurrence of budget waste. law no. 32 year 2004 article 157 and law no. 33 year 2004 article 6, and government regulation no. 105 year 2000 and government regulation no. 64 year 2000. iii. results and discussions regarding the apbd of pamekasan regency in 2013-2016, it is found in the report that there was a budget deficit from rp. 69.063.751.000 to rp. 188.767.933.966,87 to rp. 317,191,561,361.66, to rp. 235,732,313,86. in addition, the data in 2013-2014 showed that pamekasan government experienced budget surplus, each of which was rp 52.277.347.268.52 and rp 1.388.975.967.164.97, while in 2015-2016, pamekasan got budget deficit in the amount of rp 69.360.640.958,33 and rp 36.791.456.214.11.958,33 and rp. 36.791.456.214,11. in 2013-2014, there was a budget surplus. the government requested the budget revision by discussing budget changes ratified by the legislative, in this case, the pamekasan regency dprd. however, in the periods of 2015-2016, in pr es s 108 the winners, vol. 23 no. 2 september 2022, 103-112 pamekasan regency underwent budget deficit. this is due to the regional budget changes in an emergency listed in regional regulation of pamekasan regency number 09 of 2015 concerning the regional revenue and expenditure budget for the 2016 fiscal year; chapter 6 provides an overview of the budget in an emergency. it is called an “emergency” since the incumbent regent candidate entered his second period. therefore, the regent’s and deputy regent’s work programs at least meet the following criteria: 1) it is not a normal activity of the government activities regional government and can not be predicted in advance; 2) it is not expected to occur repeatedly, 3) it is outside the control and the influence of the regional government, and 4) has significant impact on the budget in the context of recovery caused by an emergency. the budget is available, which is then proposed in a draft amendment to the apbd. this impacts the government’s expenditure in 2013-2016, exceeding the determined revenue (a budget deficit). the second data is about the realization of operating expenditure and capital expenditure of pamekasan regency. operating expenditure and capital expenditure are constituent posts of regional expenditure in apbd. financial performance analysis of regional expenditure in pamekasan generally indicates that the financial performance of pamekasan regional expenditure is quite good, but there is no suitability between operating expenditure and capital expenditure. variance analysis of regional expenditure is an analysis of the difference or the deviation between the expenditure realization and the budget. the performance of government finance is considered good and efficient if there is less difference (expenditure realization is less than the available budget), and it is considered poor if there is an exceeding difference (expenditure realization is more than the available budget). after analyzing the variance analysis of regional expenditure during 2013-2016, it is found that there is no exceed expenditure from the determined budget. generally seen from the variance analysis of regional expenditure, the financial performance of pamekasan can be stated good finance. the indicator is the average number of regional expenditure budget realization reaches 86,65%. the highest realization occurred in 2015 that is 113,38%, while the lowest was the realization in 2014 that is only 84,14%. this is the first step in executing the budget optimalization. analysis of regional expenditure growth is beneficial to know expenditure growth from year to year. regional expenditure itself usually has a tendency to increase, this occurred because of adjustments for inflation, changes in exchange rate, changes in the service scope, and the adjustment of macroeconomic factors. the research analysis finds that operating expenditure and capital expenditure experienced positive growth of 11,85% and 64,84%. positive growth occurs also for unexpected expenditure and transfer of 133,70% and 106,91%. overall, it shows that the growth of regional expenditure of pamekasan in 2014 shows a positive spending growth of 18,63%. the growth in regional expenditure occurs due to the intensification and extensification of original local growth revenue in the form of taxes, levies, and other income. after that, the calculation analysis of regional expenditure growth of pamekasan in 2015 was made. based on calculation, operating expenditure grew only 0,65%. this is to reduce the development cost and 64,84% of capital expenditure. it expects the capital investment. positive growth occurs also for unexpected expenditure in the percentage of 2,71% and occurs negatively of the transfer by 6,32%. it can be inferred that the growth of regional expenditure of pamekasan in 2015 grows positively of 15,46%, as a part of the contribution of regional owned enterprises (bumd) to the apbd. the next calculation was the calculational analysis of regional expenditure growth of pamekasan in 2016. it is found that operating expenditure growth in a minus state of (4,00%), this is to de-escalate the development cost and capital expenditure of 21,56%, this result is to expect the capital investment. negative growth occurs also for unexpected expenditure for 91,48% and occurs positively in the transfer by 20,56%. overall, it shows that the growth of regional expenditure of pamekasan in 2014 shows a positive spending growth of 3,01%. the next point is trend analysis of regional expenditure growth of pamekasan regency in 20132016. the regional expenditure growth of pamekasan during the periods of 2013-2016 was categorized as experiencing positive growth. the average growth reached 11,56%, the highest growth occurred in 2014 of 18,63%, while the lowest growth occurred in 2016 with a percentage of 3,01%. analysis of regional expenditure suitability is helpful to notice the expenditure balance. this is related to the budget function as a means of distribution, allocation, and stabilization. operating expenditure is an expenditure that is spent fully in one fiscal year. this ratio informs the reader of the reports regarding the portion of regional expenditure that must be allocated to operating expenditure. based on the calculation of analysis of regional expenditure suitability in 2013, it is found that most of the budgets owned by the regional government is prioritized to the needs of operational expenditure such as employee expenditure, grant expenditures, social assistance expenditure, financial aid expenditure to the village, financial assistance to the village, goods and services expenditure, and capital expenditure. therefore, the total ratio of capital expenditure to the total expenditure is relatively low at 11,04% compared to the ratio of operating expenditure to total expenditure of 76,98%. in addition, in 2014, most of the budget owned by the regional government of pamekasan was still prioritized to fund the needs of operating in pr es s 109analysis of regional budget.... (r. agoes kamaroellah; moh syafik) expenditure, so the ratio of capital expenditure to the total expenditure can be said relatively low, it is placed in the percentage of 14,63% compared to the ratio of operating expenditure to total expenditure amounted to 69,20%. next, in 2015, it is reported that the dominant spending from the regional budget is to fund operating expenditure. the condition leads to the ratio of capital expenditure to the total expenditure is still relatively low at 22,55% compared to the ratio of operating. in 2016, most of the government was prioritized to fund operational expenditure needs, it results the ratio of total expenditure capital expenditure was still relatively small at 28,04% compared to the ratio of operating expenditure to total expenditure amounted to 56,70%. as a whole, the trend analysis of regional expenditure suitability during the periods of 20132016 concludes that most of the regional budgets allocated to the capital expenditures are greater than those allocated to the operating expenditure. as the consequence, the ratio of capital expenditure is relatively low. during the years 2013-2016, the average operating expenditure spending is about 65,15%, while capital expenditure is 19,07%. it shows that the total expenditure of regional government budget (apbd) is allocated more to the operating expenditure. the regional governments with high revenue levels tend to have higher portions of operating expenditure than the regional governments that have lower revenue (mahmudi, 2010b). it can be concluded that the pamekasan regency government is one that has high revenue. the next is analysis of regional expenditure efficiency. the ratio of regional expenditure efficiency is used to measure the level of budget savings taken by the regional government. the regional government is considered to have done the budget efficiency if the efficiency ratio is less than 100%. on the contrary, if it is more than 100%, it indicates that there is a budget waste. here are the tables of analysis of regional expenditure efficiency in 2013-2016. in 2013, the ratio of regional expenditure efficiency informed that the grant expenditure reached to more than 100%, which was 916,25%. those spendings were used for the empowerment of rural communities. in 2014, the ratio of regional expenditure efficiency is used to measure the level of budget savings executed by the regional government. regional government is assessed to have done budget efficiency if the efficiency ratio is less than 100%. meanwhile, the regional government will be considered to do a budget waste if the efficiency ratio is more than 100%. furthermore, the analysis of regional expenditure efficiency of pamekasan regency in 2015 shows that the ratio of regional expenditure efficiency is used to measure the level of budget savings executed by the regional government. regional government is assessed to have done budget efficiency if the efficiency ratio is less than 100%. meanwhile, the regional government will be considered to do a budget waste if the efficiency ratio is more than 100%. next, the calculational analysis of regional expenditure efficiency in 2015, it is informed that the grant expenditure reached the percentage that was higher than 100%, that is 395,07%. this spending is used for society empowerment in the village. next, it is the analysis of regional expenditure efficiency of pamekasan regency in 2016. the ratio of regional expenditure efficiency is used to measure the level of budget saving as a step done by the regional government. it can be said that the regional government does a budget saving if the efficiency ratio is less than 100%. however, if it is more than 100%, the regional government is considered doing a “budget waste”. through the budget efficiency, the government is able to do many things like social aid, improving the condition of the poor society, infrastructure buildings, and village society empowerment. the results of the analysis show that the pamekasan regency income financial performance during the 2013-2016 period is in the form of regional income variance analysis. mahmudi (2010) states that the income variance analysis is said to have a good income financial performance if there is an excess difference (realized income exceeds the budgeted amount), while the income financial performance is considered to be less good if there is a less difference (realized income is less than the estimated amount). analysis of variance in general shows that the financial performance of pamekasan regency's regional revenues can be considered good. it is a good sign for the pamekasan regency, since the regional financial independence (fiscal autonomy) realizes the ability of the local government of pamekasan regency to finance government activities. its ability measures the government's success in developing and providing good services to people who have paid taxes and levies as their remuneration. this is indicated by the fact that most of the years studied experienced more than the expected difference. it is also strengthened by the target for the realization of the revenue budget from 2013-2016 which has an average figure of 100,05%. when viewed from the four periods studied, the highest percentage occurred in 2014 which reached 104,81%, while the lowest percentage occurred in 2016 which was 8.46%. the research result supports mahmudi (2010), who finds that the pamekasan regency government has good revenue performance if it can earn income that exceeds the budgeted amount. in the financial ratio analysis of regional income, there are four ratios, namely: 1) regional financial independence ratio; 2) decentralization degree ratio; 3) regional financial dependency ratio; and 4) growth ratio. regarding regional financial independence ratio, an article published by the ministry of finance (2011) states that if the decentralization degree is in pr es s 110 the winners, vol. 23 no. 2 september 2022, 103-112 above 50%, it indicates that the local government can implement decentralization. the degree of decentralization in pamekasan regency shows an average of 24,16% so it can be said that it is low. the highest degree of decentralization occurred in 2016 which was 10,65%, while the lowest degree of decentralization occurred in 2013 which was 7,68%. these results support the opinion of mahmudi (2010) that lower contribution of regional original income (pad) will decrease the ability of local governments to implement decentralization. the degree of decentralization is calculated based on the comparison between the total local revenue and the total regional revenue. it is considered that higher pad increases the local government's ability to implement decentralization. according to an article published by the minister of finance (2011) if the decentralization degree is above 50%, it indicates that the local government is able to implement decentralization. the degree of decentralization of pamekasan regency includes very low criteria, because the criteria for percentage of pad to total regional income (total pendapatan daerah/tpd) range from 0,00 – 10,00%. this is indicated by the low degree of decentralization in 2013 with an average degree of decentralization of 6,71%. the highest degree of decentralization occurred in 2015 which was 8,57%, then in 2014 and 2016 there was an increase of 8,11% and 8,23%, thus it can be concluded that the pamekasan regency government seeks to increase pad. this supports the opinion of mahmudi (2010) that the lower the contribution of pad, the lower the ability of local governments to implement decentralization. according to an article published by the minister of finance (2011), if the regional financial dependency ratio is below 50%, it means that the regional government has low regional financial dependence. based on the regional financial dependency ratio, it can be said that the level of dependence of pamekasan regency in 2013-2016 is very high, as indicated by the average regional financial dependence ratio above 50%. the highest level of dependence occurred in 2013 was 87,30%, while the lowest level of dependence occurred in 2016 was 77,30%. these results indicate that there is a dependence of the pamekasan regency government on the central government or the provincial government. this supports the opinion of mahmudi (2010) that higher regional financial dependency ratio leads to greater level of dependence of the district government on the central government. mahmudi (2010) states that the regional income growth analysis shows that income financial performance tends to increase if it experiences positive growth, while it is said that income financial performance will decrease if it experiences negative growth. analysis of regional income growth in general, pamekasan regency's regional revenue financial performance has increased the income financial performance, which is indicated by a positive average growth of 8,29%. iv. conclusions pamekasan regency income financial performance during 2013-2016 can be considered good. this is indicated by the realization budget, which is greater than the target of the regional revenues and expenditures budget. the target also strengthens it for realizing the revenue budget from 2013-2016, which has an average figure of 100,05%. viewed from the four periods studied, the highest percentage occurred in 2014, which reached 104,81%, while the lowest percentage occurred in 2016, which was 8,46%. in relation to this, it has been indicated that the overall performance of the regional expenditure budget during those periods is good. it also demonstrated that the pamekasan government committed in enhancing its efficiency and effectiveness of the implemented program and reporting the transparency of their financials. furthermore, it is said to have good revenue performance if it can earn income that exceeds the budgeted amount. the findings implicate that the financial performance categorized as "good" can become one of the key indicators to the success of the development and progress of the pamekasan region during the second period of the selected governments. the management of regional spending should be improved in terms of quantity and the quality of the budget allocation and spending to accelerate the economic development in pamekasan. furthermore, it is suggested that the pamekasan regency should try to increase pamekasan regency's pad by intensifying and extensifying taxes, levies, and other incomes. therefore, the efficiency of the budget can be achieved consistently, and the budget deficit occurring in 2015-2016 can be avoided. in the end, practically, the research is expected to provide consideration for the government in making decisions related to improving the financial performance of local governments. the research only takes revenue budget management performance, and the research location is limited to one 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(2016). do regional finance accountabilty and budgetary composition enhance regional economic performance in municipality/ city in east java? international journal of business and management invention, 5(10), 33-40. microsoft word 06 muhadjir-edit_setting 180 journal the winners, vol. 12 no. 2, september 2011: 180-195 pengaruh penerapan corporate social responsibility terhadap persepsi nasabah bank dan dampaknya terhadap corporate image muhadjir1; gita fitri qurani2 1 peneliti pada balai besar riset sosial ekonomi kelautan dan perikanan 2 mahasiswi universitas bina nusantara muhadjir_nasir@yahoo.com abstract the application of corporate social responsibility (csr) in indonesia is regulated in uu no. 40 2007 about company liability on article 74 which mentions the social responsibility to be borne by any corporations. csr is one of the government's efforts to balance the economic growth and equitability. this study aims to determine how much csr influences customer’s perceptions and its impact on corporate image of bni. this study uses descriptive-associative method with unit analysis of customers of bank bni fatmawati branch and survey analysis. data collection uses questionnaires, interviews and literature study of previous researches. data process uses spss 16.0 through validity and reliability, normality test, path analysis, and comparison of the average score through descriptive analysis. the study states that csr brings effect to corporate image both directly and indirectly through the customer’s perception. therefore, it is expected to continue to maintain bni social sharing through their csr programs and enhance public communication, so that the csr transfer to change the customer’s perception leads to a positive success. keywords: corporate social responsibility, customer’s perception, corporate image abstrak penerapan corporate social responsibility (csr) ‘tanggung jawab sosial perusahaan’ di indonesia diatur dalam uu no. 40 tahun 2007 tentang perseroan terbatas (pt) pasal 74 yang menyebutkan adanya tanggung jawab sosial yang harus dipikul oleh perseroan terbatas. csr merupakan salah satu upaya pemerintah menyeimbangkan pertumbuhan ekonomi dan pemerataan ekonomi.tujuan utama penelitian ini adalah untuk mengetahui seberapa besar pengaruh csr terhadap persepsi nasabah dan dampaknya pada corporate image bank bni. jenis penelitian ini adalah deskriptif asosiatif dengan unit analisis nasabah bank bni cabang fatmawati dan analisis survei. teknik pengumpulan data menggunakan kuesioner, wawancara, dan studi pustaka dari penelitian terdahulu. data diolah menggunakan program spss 16.0 melalui uji validitas dan reliabilitas, uji normalitas, analisis jalur, dan perbandingan rata-rata skor melalui analisis deskriptif. hasil penelitian menyatakan bahwa csr memberikan pengaruh terhadap corporate image secara langsung maupun tidak langsung melalui persepsi nasabah. oleh karena itu, bni diharapkan untuk terus mempertahankan konsep bni berbagi melalui program csr mereka dan meningkatkan komunikasi publiknya, sehingga upaya penyampaian program csr untuk mengubah persepsi nasabah menjadi positif berhasil. kata kunci: corporate social responsibility, persepsi nasabah, corporate image pengaruh penerapan..... (muhadjir; gita fitri qurani) 181  pendahuluan memasuki tahun 1990-an, semakin banyak perusahaan yang menyadari arti penting dari corporate social responsibility (csr) ‘tangggung jawab sosial perusahaan’ dan memasukkannya ke dalam isu strategis bisnis mereka. berdasarkan berbagai definisi tentang csr dapat disimpulkan bahwa csr adalah komitmen dunia usaha untuk terus menerus bertindak secara etis, beroperasi secara legal dan berkontribusi untuk peningkatan ekonomi, peningkatan kualitas hidup dari karyawan serta peningkatan kualitas komunitas lokal dan masyarakat secara lebih luas. penerapan csr di indonesia telah diatur dalam peraturan perundang-undangan, yaitu uu no. 40 tahun 2007 tentang perseroan terbatas pasal 74 yang menyebutkan adanya tanggung jawab sosial yang harus dipikul oleh perseroan terbatas (republik indonesia, 2007). mewajibkan csr merupakan salah satu upaya pemerintah untuk menyeimbangkan pertumbuhan ekonomi dan pemerataan ekonomi. banyak perusahaan semakin menyadari dan menilai pelaksanaan csr tidak hanya sekedar memenuhi kewajiban seperti yang sudah ditetapkan dalam uu tetapi juga dapat dimanfaatkan (dalam jangka panjang) sebagai sarana untuk dapat memenangkan persaingan dalam industri melalui pembentukan persepsi di benak konsumen sebagai perusahaan dengan image ‘citra’ yang baik, peduli pada lingkungan dan masyarakat. penelitian ini menggambarkan program dan kegiatan csr yang dilakukan oleh pt. bank negara indonesia (pt. bank bni). pt. bank bni merupakan perusahaan bumn yang bergerak dalam bidang perbankan dan telah melayani masyarakat sejak tahun 1946. berdasarkan data, tingkat loyalitas nasabah pt. bank bni masih di bawah loyalitas nasabah bank bca dan bank mandiri (setiawati, 2011). program csr penting dilakukan guna mendapatkan nilai positif dari nasabah dan berdampak pada corporate image. namun, apakah program csr yang sedang dijalankan secara efektif dapat membentuk persepsi nasabah yang positif dan meningkatkan corporate image terhadap bank bni? kajian ini ditujukan untuk mengetahui indikator indikator mana dari kegiatan kegiatan csr yang dilakukan pt. bank bni yang menjadi penentu dalam pembentukan image terhadap perusahaan. dengan demikian diharapkan dapat menjadi bahan masukan bagi pihak manajemen bank bni dalam merancang dan melaksanakan program csr. kajian teoritik iriantara (2004) mengemukakan unsur-unsur dari kegiatan csr sebagai berikut: (1) continuity and sustainability ‘berkesinambungan dan berkelanjutan’. artinya, kegiatan csr haruslah dilakukan secara terus menerus dalam jangka panjang, direncanakan dengan sistematis dan dapat diwvaluasi; (2) community empowerment ‘pemberdayaan komunitas’. artinya, program csr dilakukan dalam upaya menjadikan komunitas lebih mandiri dibandingkan sebelum adanya csr; (3) two ways (dua arah), artinya, perusahaan bukan berperan sebagai komunikator semata, tetapi juga harus mampu mendengarkan aspirasi dari komunitas. ini dapat dilakukan dengan need assesment, yaitu sebuah survei untuk mengetahui needs, desires, interest, dan wants dari komunitas. corporate social responsibility (csr) mempunyai berbagai bentuk tergantung pada kebijakan perusahaan. sen dan bhattacharya (2001) mengidentifikasi enam hal pokok yang termasuk dalam csr yaitu: (1) community support, antara lain dukungan pada program-program pendidikan, kesehatan, kesenian dan sebagainya; (2) diversity, merupakan kebijakan perusahaan untuk tidak membedakan konsumen dan calon pekerja dalam hal gender (jenis kelamin), fisik (cacat), atau ke dalam ras-ras tertentu; (3) employee support, berupa perlindungan kepada tenga kerja, insentif, dan penghargaan serta jaminan keselamatan kerja; (4) environment, menciptakan lingkungan yang sehat dan aman, mengelola limbah dengan baik, menciptakan produk-produk yang ramah lingkungan dan sebagainya; (5) non-u.s operations, perusahaan bertanggung jawab untuk memberikan hak yang sama bagi masyarakat dunia untuk mendapat kesempatan bekerja antara lain dengan membuka pabrik di luar 182 journal the winners, vol. 12 no. 2, september 2011: 180-195 negri (abroad operations); dan (6) product, perusahaan berkewajiban untuk membuat produk-produk yang aman bagi kesehatan, tidak menipu, melakukan riset dan pengembangan produk secara berkelanjutan dan menggunakan kemasan yang bisa didaur ulang. sebuah perusahaan bisa menerapkan salah satu atau seluruh bentuk csr yang tersebut di atas. persaingan yang ketat membuat perusahaan berharap bahwa kegiatan csr ini akan membantu perusahaan untuk memberikan nilai lebih bagi pelanggan dan meningkatkan citra perusahaan. agar kegiatan csr ini benar-benar efektif, perusahaan harus mengidentifikasi kebutuhan dan pemahaman masyarakat tentang kegiatan csr dan juga memperkirakan dengan cermat sumber daya yang dibutuhkan untuk program csr ini. carrol dalam susanto (2007, p.32) menggambarkan csr sebagai sebuah piramida, yang tersusun dari tanggung jawab ekonomi sebagai landasannya, kemudian tanggung jawab hukum, tanggung jawab etika dan tanggung jawab filantropis berada di puncak piramida. tanggung jawab ekonomi adalah memperoleh laba, agar dapat menghidupi karyawan, membayar pajak, dan kewajibankewajiban perusahaan lainnya. kemudian sebagai perwujudan dari tanggung jawab sosial perusahaan di bidang hukum perusahaan harus mematuhi hukum yang berlaku sebagai representasi dari rule of the game. tanggung jawab sosial harus tercermin dalam tindakan etis perusahaan, dan kemudian tanggung jawab filantrofis mengharuskan perusahaan untuk berkontribusi terhadap komunitasnya. ambadar (2008, p.39), mengemukakan csr diklaksanakan melalui tahapan tahapan seperti: (1) melihat dan menilai kebutuhan masyarakat sekitar; (2) membuat rencana aksi, lengkap dengan semua anggaran, jadwal waktu, indikator untuk mengevaluasi dan sumber daya manusia yang dapat ditunjuk untuk melakukannya; (3)monitoring, yang dapat dilakukan melalui survei maupun kunjungan langsung. evaluasi dapat dilakukan agar menjadi panduan untuk strategi atau pengembangan program selanjutnya. tiga hal yang menjadi fokus perhatian perusahaan dalam melaksananakan tanggung jawab sosialnya adalah: (1) profit, atau laba merupakan unsur yang paling penting dan menjadi tujuan utama dari setiap kegiatan usaha. profit dapat ditingkatkan melalui peningkatan produktivitas dan melakukan efisiensi biaya, sehingga perusahaan memiliki keunggulan kompetitif yang dapat memberikan nilai tambah semaksimal mungkin; (2) people atau masyarakat yang merupakan salah satu stakeholder yang penting dalam perusahaan, sehingga perusahaan perlu berkomitmen untuk berupaya memberikan manfaat sebesar-besarnya kepada masyarakat (people); (3) planet atau lingkungan yang merupakan sesuatu yang terkait dengan seluruh bidang kehidupan (susanto, 2007, p.26). hubungan perusahaan dengan lingkungan adalah hubungan sebab akibat, dimana jika perusahaan merawat lingkungan, maka lingkungan akan memberikan manfaat bagi perusahaan. dengan kata lain, apa yang perusahaan lakukan terhadap lingkungan tempatnya berada pada akhirnya akan kembali kepada perusahaan sesuai dengan yang dilakukan. (wibisono 2007, p36) pelaksanaan csr oleh sebuah perusahaan memberikan banyak manfaat (wibisono, 2007, p.84) diantaranya: (1) mempertahankan atau mendongkrak reputasi dan brand image perusahaan; (2) layak mendapatkan social licence to operate; (3) mereduksi risiko bisnis perusahaan; (4) melebarkan akses sumber daya; (5) membentangkan akses menuju pasar; (6) mereduksi biaya; (7) memperbaiki hubungan dengan stakeholders; (8) memperbaiki hubungan dengan regulator; (9) meningkatkan semangat dan produktivitas karyawan; (10) peluang mendapatkan penghargaan. dalam kajian budiarsi (dalam saputri, 2010), terdapat beberapa alasan mengapa csr menjadi sangat penting dalam pembentukkan citra perusahaan. alasan tersebut yakni, faktor transparansi yang menempatkan perusahaan seakan selalu berada dalam lensa mikroskop sehingga dapat dilihat oleh siapa saja yang menyebabkan siapapun dapat mengetahui aktivitas tangung jawab sosial dengan cepat. faktor berikutnya yakni pengetahuan dari konsumen dalam memilih produk maupun perusahaan yang tidak hanya mendasari usahanya dari sektor finansial saja, tapi juga faktor sosial dan lingkungan. faktor yang ketiga adalah keberlanjutan alam semesta. dan yang terakhir adalah globalisasi dimana era ini masyarakat menginginkan keseimbangan antara keinginan perusahaan dengan keinginan publik yang lebih luas. pengaruh penerapan..... (muhadjir; gita fitri qurani) 183  implementasi kegiatan csr dapat mempengaruhi persepsi nasabah terhadap suatu perusahaan. pada penelitian yang dilakukan oleh poolthong & mandhachitara (2008) pada beberapa nasabah bank di thailand dijelaskan bagaimana para nasabah semakin percaya dan terpengaruh persepsinya terhadap setiap bank yang melakukan kegiatan csr. hasil penelitian membuktikan bahwa csr berkaitan secara langsung terhadap persepsi nasabah suatu bank. menurut bhattacharya (2009) ketika mempersiapkan kegiatan csr, perusahaan memiliki tujuan untuk meningkatkan persepsi positif terkait dengan kualitas pelayanan dan memberikan tanggapan yang positif dari para stakeholders perusahaan. holmes (2001) menunjukkan bahwa jika konsumen terlibat langsung dalam kegiatan csr, persepsi konsumen akan lebih positif terhadap perusahaan. kegiatan ini dapat membantu perusahaan dalam menjalin hubungan dengan pelanggan dan membangun loyalitas, dan ini telah terbukti memiliki substansial positif berpengaruh pada keuntungan. menurut survei yang dilakukan oleh environics international (toconto), confrence board (new york) dan prince of wales business leader forum (london) dalam dewi (2005), 60% dari 2.500 responden di 23 negara berpendapat bahwa tanggung jawab sosial perusahaan merupakan salah satu faktor pembentuk citra baik perusahaan. lebih lanjut, sikap responden selaku konsumen perusahaan terhadap perusahaan yang tidak menjalankan csr adalah tidak akan membeli produk dari perusahaan yang bersangkutan dan bicara kepada orang lain tentang kekurangan perusahaan tersebut. survei tersebut cukup menjelaskan bahwa implementasi csr akan membentuk opini masyarakat dan akan membentuk citra terhadap perusahaan. akumulasi dari citra perusahaan akan membentuk reputasi yang sangat bermakna bagi perusahaan. bukan saja bermanfaat dalam hubungan dengan para customer-nya, tetapi juga dengan stakeholder yang lain. citra perusahaan diawali dengan persepsi publik dari kegiatan yang dilakukan perusahaan yang dapat membentuk persepsi customer dari waktu ke waktu (gregory & wiechmann, 2001). terkait dengan ini, dowling (2001) menyatakan bahwa citra perusahaan mencerminkan persepsi publik tentang tanggung jawab sosial yang dilakukan perusahaan melalui tindakan pemasaran. lebih jauh leblanc (2001) menggambarkan citra perusahaan sebagai kesan secara keseluruhan dari pikiran masyarakat terhadap apa yang dilakukan perusahaan. ini berkaitan dengan atribut fisik dan perilaku berbagai dari perusahaan seperti nama bisnis, arsitektur, berbagai macam produk atau jasa, juga termasuk di dalamnya kegiatan csr. citra perusahaan dan reputasi adalah kegiatan sosial yang dibangun melalui dua entitas yang berasal dari persepsi pelanggan. gambar 1. kerangka pemikiran (sumber: peneliti, 2011) 184 journal the winners, vol. 12 no. 2, september 2011: 180-195 metode penelitian desain penelitian desain penelitian (tabel 1) yang digunakan dalam penelitian ini adalah asosiatif dan deskriptif. dengan penelitian asosiatif ini dapat diketahui hubungan antara variabel dan bagaimana tingkat ketergantungan antara variabel independen dengan variabel dependen serta variabel intervening. time horizon yang digunakan adalah cross section di mana data yang dikumpulkan satu kali dalam kurun waktu tertentu. dalam pelaksanaannya metode penelitian yang dilakukan adalah survei. unit analisis yang dituju adalah individu, yaitu nasabah bank bni cabang fatmawati. tabel 1 desain penelitian tujuan penelitian desain penelitian jenis penelitian metode unit analisis time horizon t-1 deskriptif asosiatif survei individu nasabah cross sectional t-2 deskriptif asosiatif survei individu nasabah cross sectional t-3 deskriptif asosiatif survei individu nasabah cross sectional t-4 deskriptif asosiatif survei individu nasabah cross sectional sumber: peneliti, 2011. keterangan: t-1 : untuk mengetahui bagaimana hubungan corporate social responsibility terhadap persepsi nasabah bank bni cabang fatmawati. t-2 : untuk mengetahui bagaimana hubungan corporate social responsibility terhadap corporate image bank bni cabang fatmawati. t-3 : untuk mengetahui bagaimana hubungan antara persepsi nasabah terhadap corporate image bank bni cabang fatmawati. t-4 : untuk mengetahui bagaimana pengaruh corporate social responsibility terhadap persepsi nasabah dan dampaknya pada corporate image bank bni cabang fatmawati. operasionalisasi variabel penelitian dalam penelitian ini variabel yang diteliti dibagi menjadi tiga kelompok besar, yaitu variabel bebas (independent variable), variabel perantara (intervening variable) dan variabel terikat (dependent variable) (tabel 2). tabel 2operasionalisasi variabel penelitian variabel konseptual variabel sub variabel indikator variabel ukuran skala pengukuran corporate social responsibility ( x ) konsep dimana perusahaan memberikan perhatian terhadap masyarakat dan lingkungan secara terintegrasi dalam operasi bisnisnya dan didalam interaksi mereka dengan stakeholders yang sifatnya sukarela. community support dukungan pada program: • kesehatan • pendidikan • sarana umum • bencana alam • penyediaan air bersih • bantuan yatim piatu • kesenian • pemberantasan narkoba ordinal interval likert pengaruh penerapan..... (muhadjir; gita fitri qurani) 185  diversity perusahaan tidak membedakan konsumen dan calon pekerja dalam hal: • gender • fisik (cacat) • ras-ras tertentu ordinal interval likert environment menciptakan lingkungan yang: • sehat • aman ordinal interval likert persepsi nasabah ( y ) suatu proses dimana berbagai stimuli dipilih,di organisir dan di interpretasi menjadi informasi yang bermakna. daya tangkap • kata – kata • gambar • simbol ordinal interval likert perhatian ( attention ) • perhatian nasabah terhadap program csr • keingin-tahuan nasabah terhadap program csr ordinal interval likert interpretasi • pemahaman • pengkategorian program • kesimpulan terhadap program ordinal interval likert corporate image ( z ) citra perusahaan merupakan cerminan opini konsumen terhadap perusahaan. (dewi, 2007, p371) kualitas • kualitas pelayanan • perhatian kepada stakeholder • kepercayaan dari para stakeholder • atribut inovasi ordinal interval likert kinerja • prestasi perusahaan • tata kelola perusahaan ordinal interval likert daya tarik • media informasi • fasilitas ordinal interval likert sumber: peneliti, 2011 jenis dan sumber data penelitian jenis data yang digunakan adalah kualitatif menggunakan sumber data primer yang diperoleh dari kuesioner yang dibagikan kepada para nasabah bank bni cabang fatmawati, dan wawancara terhadap pihak manajemen perusahaan mengenai profil perusahaan bank bni cabang fatmawati. teknik pengumpulan data teknik pengumpulan data yang digunakan oleh penulis dalam penelitian ini adalah pertama: studi kepustakaan (library research), dilakukan dengan cara mengumpulkan data, mencatat, mempelajari text book dan buku-buku pelengkap atau referensi, seperti: jurnal dan media cetak lainnya di perpustakaan dan tempat lainnya, serta sumber data lainnya seperti fasilitas internet yang berkaitan dengan permasalahan yang akan diteliti. studi kepustakaan ini dilakukan untuk mendapatkan informasi yang bersifat teoritis yang akan diteliti sehingga penelitian mempunyai landasan yang kuat sebagai suatu hasil ilmiah. ke dua, studi lapangan (field research), dilakukan dengan cara mengumpulkan data primer melalui wawancara dengan responden terpilih menggunakan alat kuesioner tertutup berskala likert. teknik pengambilan sampel teknik pengambilan sampel yang digunakan adalah teknik probability sampling. metode penarikan menggunakan sampel secara acak sederhana (simple random sampling). populasi dalam penelitian ini adalah nasabah bank bni cabang fatmawati yang berjumlah 119.386 orang. penentuan jumlah sampel menggunakan rumus dari tayo yamane sebagai berikut: 186 journal the winners, vol. 12 no. 2, september 2011: 180-195 n = 1. 2 +dn n keterangan: n = jumlah sampel n = jumlah populasi d2= presisi (ditetapkan 10% dengan tingkat kepercayaan 90%) dengan data di atas, penghitungan sampel yang digunakan untuk penelitian ini adalah n = 1)1.0.(119386 119386 2 + = 99.9 responden dengan demikian sampel yang digunakan sebesar 99.9 responden, dalam penelitian ini sampel dibulatkan menjadi 100 responden. teknik pengukuran sampel menurut kuncoro & riduwan (2007, p.20) skala likert (tabel 3) digunakan untuk mengukur sikap, pendapat dan persepsi seseorang atau sekelompok tentang kejadian atau gejala sosial. dengan menggunakan skala likert, maka variabel yang akan diukur dijabarkan menjadi dimensi, dimensi dijabarkan menjadi sub variabel, kemudian sub variabel dijabarkan lagi menjadi indikator-indikator yang dapat diukur. akhirnya indikator-indikator yang terukur ini dapat dijadikan titik tolak untuk membuat item instrumen yang berupa pertanyaan atau pernyataan yang perlu dijawab oleh responden. tabel 3 skala likert kategori point sangat setuju (ss) 5 setuju (s) 4 netral (n) 3 tidak setuju (ts) 2 sangat tidak setuju (sts) 1 metode analisis data dalam pelaksanaannya, pengolahan data dilakukan dengan bantuan komputer dengan program spss (statistical product and service solution) versi 16.0. data yang sudah dikumpulkan di analisis menggunakan beberapa metode seperti pada tabel 4. tabel 4 metode analisis data tujuan penelitian metode analisis jenis penelitian teknik analisis t-1 deskriptif-asosiatif korelasi pearson t-2 deskriptif-asosiatif korelasi pearson t-3 deskriptif-asosiatif korelasi pearson t-4 deskriptif-asosiatif path analysis sumber: peneliti, 2011 keterangan: t-1 : untuk mengetahui bagaimana hubungan corporate social responsibility terhadap persepsi nasabah bank bni cabang fatmawati. t-2 : untuk mengetahui bagaimana hubungan corporate social responsibility terhadap corporate image bank bni cabang fatmawati. pengaru t-3 : un ba t-4 : un na uji va s mampu pengolah reliabilit cronbac dihitung 0.5%/0.0 menggun dilakuka reliabilit digunaka uji no d distribu normal. normali penelitia tingkat s analisi a untuk m sebab ak yang dig sebab ak profil r 3 gamb uh penerapa ntuk menge ank bni cab ntuk menge asabah dan d liditas dan suatu kuesi untuk meng han data seb tas. data ya ch alpha > 0 dengan men 05) dan df= nakan rumu an pada setia tas dilakukan an. uji reliab rmalitas distribusi no si ini sangat menguji nor tas suatu va an ini meng signifikansi s is jalur (p analisis jalu memberikan e kibat hipotet gunakan untu kibat yang dib responden 33% 9% bar 2. profil re (sumber: an..... (muhad etahui bagaim bang fatmaw etahui bagaim dampaknya p n reliabili oner dikatak gungkapkan elum melaku ang dianalis 0.600. uji p nggunakan r 30-2, sehing us t/sqrt(df+ ap butir pert n untuk men bilitas instrum ormal merup t penting, ka rmalitas data ariabel umum gunakan ala sebesar 0.05% path analy ur merupaka estimasi ting tikal dalam s uk menguji bandingkan h 16% 42% profesi esponden berd data primer, djir; gita fitri q mana hubun wati. mana penga ada corpora itas kan valid ji sesuatu ya ukan analisis sis haruslah engujian val rumus t = id gga diperoleh +t**2) dan tanyaan. sya ndapatkan ti men dilakuka pakan salah arena banyak a gunanya u mnya didetek at tes kolmo %. ysis) an pengemba gkat kepeting seperangkat keselarasan oleh peneliti hasil da pelajar karyaw wirausa lain ‐ la dasarkan profe 2011). qurani) ngan antara aruh corpor te image ban ika setiap b ang akan di s jalur (path reliabel. s liditas harus df.t(p.df), d h ttabel sebesa diperoleh n arat suatu bu ingkat ketep an dengan ru h satu distrib k sekali uji untuk memen ksi dengan g ogorov-smir angan langs gan (magnitu variabel. an matriks kore i. an pemb wan aha ain fesi persepsi nas rate social r nk bni caba butir-butir p iukur oleh k analysis) ad sebuah data dilakukan p di mana p=0 ar 1.70. setela nilai rtabel se utir pertanya patan alat pe umus alpha. busi yang se statistik yan nuhi sebagia grafik atau u rnov yang te ung bentuk ude) dan sign nalisis jalur elasi dengan bahasan 39% 22% lama me gambar 3 berapa lam (sum sabah terhad responsibili ang fatmawa ertanyaan p kuesioner te dalah melaku dapat diny perhitungan 0,95 (tingkat ah itu dcari n ebesar 0.31. an valid ada engumpul da ering diguna ng memerluk n dari syara uji statistik. erdapat pada regresi berg nifikansi (sig sebagai mo n dua atau le n 13% 26 enjadi nasa bni 3. profil respon ma menjadi na mber: data pr dap corpora ity terhadap ati. pada suatu k ersebut. uji ukan uji vali yatakan relia ttabel dan rtab t kesalahan nilai dari rtab pengujian alah rhitung > ata (instrum akan dalam kan data ber t analisis pa uji normal a spss 16.0 ganda denga gnificance) h del perluasa ebih model h 6% abah bank  < 1  1 ‐ 3 3 ‐ 5 > 5  nden berdasar asabah bank b rimer, 2011) 187  te image persepsi kuesioner pertama iditas dan abel jika el. t tabel dianggap bel dengan validitas rtabel. uji men) yang statistik. distribusi arametrik. itas pada 0 dengan an tujuan hubungan an regresi hubungan tahun 3 tahun 5 tahun tahun rkan bni 188 journal the winners, vol. 12 no. 2, september 2011: 180-195 hasil uji validitas data berikut ini adalah hasil uji validitas data (tabel 5). tabel 5 hasil uji validitas variabel pertanyaan r hitung r tabel keterangan corporate social responsibilty (x) butir 1 0.675 0.31 valid butir 2 0.556 0.31 valid butir 3 0.612 0.31 valid butir 4 0.512 0.31 valid butir 5 0.323 0.31 valid butir 6 0.496 0.31 valid butir 7 0.459 0.31 valid butir 8 0.663 0.31 valid butir 9 0.505 0.31 valid butir 10 0.558 0.31 valid butir 11 0.381 0.31 valid butir 12 0.648 0.31 valid butir 13 0.684 0.31 valid persepsi nasabah (y) butir 14 0.512 0.31 valid butir 15 0.438 0.31 valid butir 16 0.329 0.31 valid butir 17 0.357 0.31 valid butir 18 0.492 0.31 valid butir 19 0.372 0.31 valid butir 20 0.560 0.31 valid butir 21 0.154 0.31 tidak valid corporate image (z) butir 22 butir 23 butir 24 butir 25 butir 26 butir 27 butir 28 butir 29 butir 30 butir 31 butir 32 butir 33 butir 34 butir 35 0.626 0.471 0.460 0.409 0.599 0.420 0.470 0.490 0.484 0.356 0.670 0.475 0.341 0.501 0.31 0.31 0.31 0.31 0.31 0.31 0.31 0.31 0.31 0.31 0.31 0.31 0.31 0.31 valid valid valid valid valid valid valid valid valid valid valid valid valid valid sumber: hasil pengolahan data, 2011 hasil uji reliabilitas data berikut ini adalah hasil uji reabilitas data (tabel 6). tabel 6 hasil uji reliabilitas data variabel cronbach’s alpha keterangan corporate social responsibility (x) 0. 867 reliabel persepsi nasabah (y) 0. 712 reliabel citra perusahaan (z) 0. 840 reliabel sumber: hasil pengolahan data, 2011. pengaruh penerapan..... (muhadjir; gita fitri qurani) 189  hasil uji normalitas berikut ini adalah hasil uji normalitas data (tabel 7). tabel 7 uji normalitas data csr kolmogorov-smirnova shapiro-wilk statistic df sig. statistic df sig. x .075 100 .190 .986 100 .348 a. lilliefors significance correction sumber: hasil pengolahan data dengan spss, 2011. dari uji signifikansi kolmogorov-smirnov di atas, diperoleh sig = 0.190 > 0.05, karena itu ha diterima dan ho ditolak. berarti data untuk variabel x berdistribusi normal. tabel 8 hasil uji normalitas data persepsi nasabah kolmogorov-smirnova shapiro-wilk statistic df sig. statistic df sig. y .076 100 .164 .975 100 .053 a. lilliefors significance correction sumber: hasil pengolahan data dengan spss, 2011 dari uji signifikansi kolmogorov-smirnov di atas, diperoleh sig = 0.164 > 0.05, karena itu ha diterima dan ho ditolak. berarti data untuk variabel y berdistribusi normal. tabel 9 hasil uji normalitas data corporate image kolmogorov-smirnova shapiro-wilk statistic df sig. statistic df sig. z .076 100 .170 .982 100 .201 a. lilliefors significance correction sumber: hasil pengolahan data dengan spss, 2011 dari uji signifikansi kolmogorov-smirnov di atas, diperoleh sig = 0.170 > 0.05, karena itu ha diterima dan ho ditolak. berarti data untuk variabel z berdistribusi normal. analisis hubungan csr terhadap persepsi nasabah koefisien korelasi antara program corporate social responsibility (x) dengan persepsi nasabah (y) dilakukan dengan menggunakan program spss (tabel 10). tabel 10. hubungan csr terhadap persepsi nasabah x y x pearson correlation 1 .847** sig. (1-tailed) .000 n 100 100 y pearson correlation .847** 1 sig. (1-tailed) .000 n 100 100 **. correlation is significant at the 0.01 level (1-tailed). sumber: hasil pengolahan data dengan spss, 2011 190 journal the winners, vol. 12 no. 2, september 2011: 180-195 untuk mengetahui generalisasi dan hubungan variabel csr terhadap variabel persepsi nasabah bank bni cabang fatmawati, maka dilakukan uji signifikansi sebagai berikut: hipotesis: ho: tidak ada hubungan yang signifikan antara variabel csr terhadap variabel persepsi nasabah. ha: terdapat hubungan yang signifikan antara variabel csr terhadap variabel persepsi nasabah. dari hasil uji signifikan koefisien korelasi untuk satu sisi (one-tailed) dari output pada tabel 10 menghasilkan angka sebesar 0.00. jika dibandingkan dengan α = 0.05, maka nilai sig lebih kecil dari α, artinya ho ditolak atau ha diterima. dapat disimpulkan bahwa terdapat hubungan yang signifikan antara variabel csr (x) terhadap variabel persepsi nasabah (y) bank bni cabang fatmawati. hubungan tersebut masuk kategori hubungan yang sangat kuat (koefisien korelasi r = 0,847). pengaruh program csr terhadap persepsi nasabah adalah sebesar kp = (r2 x 100%) = 71.74%.. analisis hubungan csr terhadap corporate image koefisien korelasi antara program csr (x) dengan corporate image (z) dilakukan dengan menggunakan program spss. hasil pengolahan korelasi diperlihatkan pada tabel berikut: tabel 11 hubungan csr terhadap corporate image x z x pearson correlation 1 .740** sig. (1-tailed) .000 n 100 100 z pearson correlation .740** 1 sig. (1-tailed) .000 n 100 100 **. correlation is significant at the 0.01 level (1-tailed). sumber: hasil pengolahan data dengan spss, 2011 untuk mengetahui generalisasi dan hubungan variabel csr terhadap variabel corporate image bank bni cabang fatmawati, dilakukan uji signifikansi sebagai berikut: hipotesis: ho: tidak ada hubungan yang signifikan antara variabel csr terhadap variabel corporate image. ha: terdapat hubungan yang signifikan antara variabel csr terhadap variabel corporate image. dari hasil uji signifikan koefisien korelasi untuk satu sisi (one-tailed) dari output pada tabel 11 menghasilkan angka sebesar 0.00. jika dibandingkan dengan α = 0.05, maka nilai sig lebih kecil dari α, artinya ho ditolak atau ha diterima. sehingga dapat disimpulkan bahwa terdapat hubungan yang signifikan antara variabel csr (x) terhadap variabel corporate image (z) bank bni cabang fatmawati. hubungan tersebut masuk karegori hubungan yang kuat (koefisien korelasi r = 0,74). pengaruh program csr terhadap corporate image adalah sebesar kp = (r2 x 100%) = 54.76%. analisis hubungan antara persepsi nasabah terhadap corporate image koefisien korelasi antara program persepsi nasabah (y) dengan corporate image (z) dilakukan dengan menggunakan program spss. hasil pengolahan korelasi diperlihatkan pada tabel 12. pengaruh penerapan..... (muhadjir; gita fitri qurani) 191  tabel 12 hubungan persepsi nasabah terhadap corporate image y z y pearson correlation 1 .772** sig. (1-tailed) .000 n 100 100 z pearson correlation .772** 1 sig. (1-tailed) .000 n 100 100 **. correlation is significant at the 0.01 level (1-tailed). sumber: hasil pengolahan data dengan spss, 2011 untuk mengetahui generalisasi dan hubungan variabel persepsi nasabah terhadap variabel corporate image bank bni cabang fatmawati dilakukan uji signifikansi sebagai berikut: hipotesis: ho : tidak ada hubungan yang signifikan antara variabel persepsi nasabah terhadap variabel corporate image. ha : terdapat hubungan yang signifikan antara variabel persepsi nasabah variabel corporate image. dari hasil uji signifikan koefisien korelasi untuk satu sisi (one-tailed) dari output pada table 12 menghasilkan angka sebesar 0.00. jika dibandingkan dengan α = 0.05, maka nilai sig lebih kecil dari α, artinya ho ditolak atau ha diterima. sehingga dapat disimpulkan bahwa terdapat hubungan yang signifikan antara variabel persepsi nasabah (y) terhadap variabel corporate image (z) bank bni cabang fatmawati. hubungan tersebut masuk kategori hubungan yang kuat (koefisien korelasi r = 0,772). pengaruh persepsi nasabah terhadap corparate image sebesar kp = (r2 x 100%) = 59.59%. analisis jalur (path analysis) langkah pengujian analisis jalur ini dibagi menjadi dua, dimana pengujian dilakukan secara keseluruhan dan individu untuk dua struktur yang dipecah juga menjadi sub-struktur 1 (tabel 13-15) dan sub-strukur 2 (tabel 16-18). analisis pengujian sub-struktur 1 tabel 13 model summary sub-struktur 1 csr terhadap persepsi nasabah model r r square adjusted r square std. error of the estimate 1 .847a .717 .714 .29708 a. predictors: (constant), x sumber: hasil pengolahan data dengan spss, 2011 tabel 14anova sub-struktur 1 csr terhadap persepsi nasabah anovab model sum of squares df mean square f sig. 1 regression 21.882 1 21.882 247.938 .000a residual 8.649 98 .088 total 30.531 99 a. predictors: (constant), x b. dependent variable: y sumber: hasil pengolahan data dengan spss, 2011 192 journal the winners, vol. 12 no. 2, september 2011: 180-195 tabel 15.coefficients csr terhadap persepsi nasabah model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) .203 .184 1.107 .271 x .962 .061 .847 15.746 .000 a. dependent variable: y sumber: hasil pengolahan data dengan spss, 2011 berdasarkan table 14 di atas, sig = 0.0000 < 0.05 maka dapat diambil kesimpulan bahwa hubungan antara variabel bebas x terhadap variabel terikat y bersifat linier. setelah itu, dilakukan analisis jalur terhadap sub-struktur 1 dengan persamaan struktural sebagai berikut: y = ρyxx + ρyε1 ε1 = 0.532 ρyx(p) = 0.847 sumber: hasil pengolahan data, 2011 gambar 4. sub-struktur 1 beserta koefisien jalur analisis pengujian sub-struktur 2 berikut pengujian secara simultan (keseluruhan) variabel corporate social responsibility (x) serta persepsi nasabah (y) terhadap corporate image (z). tabel 16 model summary csr, persepsi nasabah, dan corporate image model r r square adjusted r square std. error of the estimate 1 .789a .622 .614 .31963 a. predictors: (constant), y, x sumber: hasil pengolahan data dengan spss, 2011 tabel 17 anova csr, persepsi nasabah, dan corporate image model sum of squares df mean square f sig. 1 regression 16.292 2 8.146 79.735 .000a residual 9.910 97 .102 total 26.202 99 a. predictors: (constant), y, x b. dependent variable: z sumber: hasil pengolahan data dengan spss, 2011 x  y  pengaruh penerapan..... (muhadjir; gita fitri qurani) 193  tabel 18 coefficients csr, persepsi nasabah, dan corporate image model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.134 .199 5.706 .000 x .321 .123 .305 2.599 .011 y .476 .109 .513 4.377 .000 a. dependent variable: z sumber: hasil pengolahan data dengan spss, 2011 berdasarkan table 17 di atas, sig = 0.0000 < 0.05 dapat diambil kesimpulan bahwa hubungan antara variabel bebas x, dan y terhadap variabel terikat z bersifat linier. setelah itu, dilakukan analisis jalur terhadap sub-struktur 2 dengan persamaan struktural sebagai berikut: z = ρzxx + ρzyy +ρzε2 ε1 = 0.532 ε2 = 0.615 ρzx =0.305 ρyx = 0.847 ρzy = 0.513 sumber: hasil pengolahan data, 2011 gambar 5. sub-struktur 2 beserta koefisien jalur. keseluruhan hasil analisis jalur terangkum dalam tabel 19. tabel 19 rangkuman analisis jalur pengaruh variabel pengaruh kausal pengaruh bersama langsung tidak langsung melalui variabel y total x terhadap y 0.847 0.847 x terhadap z 0.305 0.847 x 0.513 = 0.434511 0.739511 y terhadap z 0.513 0.513 ε1 0.532 ε2 0.615 sumber: hasil pengolahan data, 2011 beberapa hasil pengujian di atas berhasil membuktikan adanya hubungan dan pengaruh antar variabel dependen dan variabel independen serta besaran angka koefisiennya. namun, jika diteliti lebih jauh terhadap besaran skala angka rata rata pilihan jawaban responden (nasabah) dari masing masing indikator pembentuk variable, beberapa hal yang dapat dibahas adalah: (1) sebagian nasabah nasabah menganggap bahwa progam csr bni tidak maksimal memberikan bantuan kepada masyarakat dalam penyediaan air bersih; (2) program csr bni belum maksimal memberi dukungan terhadap pengembangan dan pelestarian seni dan budaya; (3) sebagian nasabah nasabah menganggap program csr bni belum maksimal memberi dukungan dalam perbaikan sarana dan prasarana umum; (4) sebagian nasabah belum memiliki pemahaman yang jelas dan menyeluruh terhadap program csr bank bni; (5) csr yang diadakan oleh bank bni belum berperan maksimal untuk dapat diingat oleh nasabah; (6) penyampaian kegiatan-kegiatan csr menurut nasabah bni tidak didukung oleh media informasi yang baik. x  y  z  194 journal the winners, vol. 12 no. 2, september 2011: 180-195 implikasi hasil penelitian berikut beberapa hal menyangkut implikasi penelitian ini. pertama, penerapan program corporate social responsibility melalui community support, environment, dan diversity mampu membangun sebuah persepsi nasabah yang positif. hal ini berarti bahwa jika bank bni ingin meningkatkan persepsi positif dari nasabah maka salah satu pilihan yang dapat dipilih adalah dengan meningkatkan dan konsisten dengan penerapan program corporate social responsibility melalui ketiga dimensinya dan konsep csr yaitu “bni berbagi”. kedua, dalam upaya meningkatkan persepsi nasabah yang akan berdampak kepada corporate image, bank bni dapat mengembangkan program csr dengan lebih mendukung pembangunan fasilitas umum dan penyediaan air bersih dengan turut merencanakan, melaksanakan di daerah yang memerlukan bantuan dan membantu meningkatkan pelestarian seni dan budaya. peningkatan program ini dapat dilakukan dengan meningkatkan kecintaan masyarakat akan budaya indonesia. misalnya melalui promosi keindahan batik yang merupakan ciri khas budaya indonesia, menjadi sponsor dari acara-acara musik dan kesenian tradisional yang diselenggarakan di indonesia, penggunaan kesenian dan budaya indonesia dalam iklan-iklan bank bni. ketiga, dalam upaya meningkatkan pemahaman kepada nasabah, bank bni dapat melakukan pelatihan karyawan agar dapat memberikan penjelasan yang benar, jelas, dan dimengerti nasabah mengenai pentingnya program csr yang dilakukan bni dalam upaya peningkatan kesejahteraan masyarakat indonesia. ini akan mendorong persepsi yang positif akan program csr yang dilakukan oleh bank bni. keempat, edukasi dan pengenalan kepada nasabah mengenai program program csr perlu ditingkatkan sehingga dapat memiliki posisi yang penting dan nilai tambah dalam ingatan nasabah. ini akan memberikan dampak yang positif pula terhadap image bank bni. kelima, bank bni dapat melakukan riset mengenai media informasi dan media komunikasi apa yang tepat untuk tiap segmen pasarnya dalam mengkomunikasikan kegiatan csr yang dilakukan. penutup dari hasil penelitian ini dapat disimpulkan beberapa hal sebagai berikut; (1) corporate social responsibility memiliki hubungan yang sangat kuat, searah dan signifikan dengan persepsi nasabah bank bni; (2) corporate social responsibility memiliki hubungan yang kuat, searah, dan signifikan dengan corporate image bank bni; (3) persepsi nasabah memiliki hubungan yang kuat, searah dan signifikan dengan corporate image bank bni; (4) terdapat pengaruh yang positif dan signifikan antara corporate social responsibility terhadap persepsi nasabah bank bni cabang fatmawati dan dampaknya pada corporate image. pengaruh ini kuat jika melalui persepsi nasabah jika dibandingkan dengan pengaruh corporate social responsibility terhadap corporate image saja. daftar pustaka ambadar, jackie. 2008. csr dalam praktik di indonesia. jakarta: pt. elex media komputindo. bank bni. bni annual report 2010. diakses dari http://www.bni.co.id/hubunganinvestor/financialresult/annualreport/tabid/255/default.aspx bhattacharya, som sekhar. (2009), corporate social responsibility and marketing management: a literature review and perspectives for india. strategic innovators, 2 (2). pengaruh penerapan..... (muhadjir; gita fitri qurani) 195  dewi, kinorika. (2007). corporate social responsibility dan pengaruhnya pada good corporate image, jurnal ekonomi janavisi, 10 (36), 369-383. dowling, g. r. (2001). creating corporate reputations: identity, image, and performance: oxford: oxford university press. gregory, j. r., wiechmann, j. g., (2001). marketing corporate image: the company as your number one product. new york: mcgraw-hill. holmes, paul (2001). just cause. taking sides: clashing views on controversial in marketing. connecticut: guilford, mcgraw-hill/dushkin, 88-96. iriantara, yosal. (2004). community relations: konsep dan aplikasinya. bandung: simbiosa rekatama. leblanc, g., nguyen, n. 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(2001), does doing good always lead to doing better? consumer reactions to corporate social responsibility. journal of marketing research, 38, 225-243. setiawati, d. (2011). 10 bank yang memiliki nasabah tabungan paling loyal. diunduh 7 januari 2011 dari http://www.infobanknews.com/2011/01/10-bank-yang-memiliki-nasabah-tabunganpaling-loyal/. susanto, a. b. (2007). reputation driven corporate social responsibility: pendekatan strategic management dalam csr. jakarta: the jakarta consulting group. wibisono, yusuf. 2007. membedah konsep dan aplikasi csr. jakarta: fascho publishing. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 155 the winners, 21(2), september 2020, 155-161 doi: 10.21512/tw.v21i2.6812 the influence of promotion via line messenger on the attitude of starbucks’ line official account followers vira dessy arisandi1; santi delliana2* 1,2communication department, kalbis institute jl. pulomas selatan kav. no. 22, rt. 4/rw. 9, pulo gadung, jakarta timur 13210, indonesia 1virada467@gmail.com; 2anastasia.santi@kalbis.ac.id received: 18th november 2020/ revised: 01st february 2021/ accepted: 01st february 2021 how to cite: arisandi., v. d. & delliana, s. (2020). the influence of promotion via line messenger on the attitude of starbucks’ line official account followers. the winners, 21(2), 155-161. https://doi.org/10.21512/tw.v21i2.6812 abstract the research aimed to determine the effect of promotion through persuasive messages via line messenger applications on the attitude of starbucks’ line official account followers. the analytical research applied the s-r (stimulusresponses) theory with quantitative approaches and survey methods by distributing questionnaires in analytical to 400 respondents, who are followers of starbucks’ line official account. the research uses sociopsychological tradition focusing on individual social behavior, personal effects, perception, cognition, personality and traits. research findings were based on the answers of respondents who strongly agree on cognitive, contextual, and affective indicators. the research comes up with results indicating that there is a strong influence of promotion via line messenger on the attitude of starbucks’ line followers, where the magnitude is positive. the results find that customers receive starbucks’ promotion messages with positive attitudes and feedbacks as well. it is suggested that future research consider to determine the occurrence of stages of customers’ purchase decision. keywords: online promotion, follower attitudes, line messenger i. introduction society relies on the internet and technology, making the internet increase in public affairs, such as economics, education, and entertainment media. it is considered easy and convenient for users who want to live fast and instant. they use hi-tech smartphones, tablets, laptops, and other devices. previously sending and receiving messages can only be done via short message service (sms), whereas nowadays people send messages through social media such as whatsapp, line, facebook, instagram, etc. with social media, it tends to be easier for users to get information to shop. the total number of active social media users in indonesia is 150 million, and the percentage of the total population is 56%. the total population in indonesia is 268,2 million, according to data provided by we are social (kemp, 2019). social media may be referred to in rulli (2017) as an information collection or place used by its users. the information is like a commodity that can be exchanged, produced, and distributed by users. with the number of growth and users, social media exists to entertain the community and help communicate with other cities efficiently without distance restrictions. the results show that the promotion of line starbucks social media influences consumer purchasing decisions in jakarta, with 50,3% for the variables studied. at the same time, other variables influence the rest. (engriani, fitriana, & cetty, 2019). some companies also use various social media to promote their products and services. if the target market is the millennial generation, social media is considered very influential. millennial generations grow alongside modern technology, so social media becomes the primary medium for accessing information. the coffee consumption of indonesian people tends to increase over the past few years. nowadays, drinking coffee tends to be a lifestyle where someone can spend time having fun (lesmana, 2019). many companies are now choosing to use social media as one of the promotional media. it is because more affordable and effective cost can reach all people without geographical and time constraints. consumers can quickly get information about the product or service (martinus & anggraini, 2018). the research discusses the line messenger’s involvement as a medium to disseminate persuasive messages by promoting starbucks’ line official 156 the winners, vol. 21 no. 2 september 2020, 155-161 account. according to the indonesian dictionary (kbbi), the meaning of convincing is to persuade people to do something. buyers should be able to select their products (in this case, a smartphone), but customers should change their purchasing decisions precisely due to a persuasive message (rakhman, 2019). promotional activities seem to be increasingly important and necessary today. this is due to the distance that has increased between producers and consumers, the number of potential customers, and intermediaries' presence (syam & rachman, 2019). according to jenkis in rulli (2017), several media industry sectors have engaged active viewers as an extension of their marketing, which of course, is to get more meaningful feedback from their fans. they work closely with the audience to produce content and design processes. one aspect which develops from marketing or marketing in the era of media social is persuasive in time or space or use mass media by institutions business, organization non-profit, government or individuals to inform and persuade the public to goods, services, organizations, ideas as a target, target marketing or audience (rulli, 2017). according to ramadanty and widayanti (2020), research results show high positive relationship between sales promotion and brand loyalty through line official account. the rapid growth of social media development leads to great brands’ advertising for their products or services (tjandrawibawa, 2020). starbucks is the biggest tavern coffee in the world. the first starbucks in indonesia was opened at mall plaza indonesia on may 17th, 2002. this coffee shop has 326 branches in 22 cities in indonesia. starbucks is in the eighth position on the official line account rank as the most widely followed by indonesian people. there were 8.500.829 followers tracked on starbucks’ line official account on september 23rd, 2019. they get persuasive personal messages or e-coupons exchanged at starbucks outlets throughout indonesia every day. in addition to starbucks, several compositors are food and beverage companies that join line official accounts, such as excelso and dunkin’ donuts. figure 1 shows examples of broadcast messages by starbucks’ line official account: 1) e-coupons or vouchers that can be exchanged directly at starbucks outlets; 2) persuasive messages such as buy 1 get 1 free, discount up to 50%, and special price discounts for specific dates to customers who bring starbucks official drinking bottles. based on research by romdhoni, hasiholan, and amboningtyas (2020), it can be concluded that the respondents are aware of what starbucks is doing, which in the research discusses green products, green promotion, green processes, green physical evidence, and almost positive perceptions expressed by respondents towards all the marketing mix. with more than eight million followers on the starbucks’ line and persuasive messages they have broadcasted to the followers, the research aims to find whether there is any consideration for potential customers and the influence that starbucks give to people. these vouchers are given a date determined by starbucks’ line to be valid for only one to two days since it is distributed to the followers. one example of a message for one week can be seen in figure 1, in which messages always start with phrases that make customers feel special and lucky. the program is made for entertainment and figure 1 persuasive messages on the starbucks’ line official account 157the influence of promotion via..... (vira dessy arisandi; santi delliana) commercial purposes, so persuasive objective can change the meaning of the program and the brands in the context of brand placement. this shift can lead to detachment and resistance in turn (boerman et al., 2020). therefore, it can be said that persuasive communication affects increasing the income of affiliate marketers through affective and conative cognitive applications (hereyah & hutajulu, 2021). according to aruan et al. (2020), as a reference in organizing an event and using technological developments and digitalization to maximize publication to obtain maximum publicity, miniso can use the nine steps of strategic public relations. according to mulyana (2017), the s-r (stimulusresponse) theory is the most basic communication model influenced by psychological disciplines, specifically behavioristic flow. the method illustrates the existence of a stimulus-response relationship. figure 2 stimulus – response theory source: mulyana (2017) figure 2 explains that the s-r theory shows communication as a straightforward action-reaction process. this theory's assumptions are verbal, nonverbal words, pictures, and specific actions that can stimulate others to respond in certain ways. this process can be reciprocal with many effects, each of which can change the next communication action. the s-r theory is useful for the research as it aims to look for promotional messages on the followers' attitudes of starbucks’ line. the aspect used as a stimulus is a promotional message in line messenger application. the element used as a response in the research is the followers’ attitude of starbucks’ line official account. that is how the stimulus of a promotional message can affect the position of followers. ii. methods the research paradigm is positivism, which is counted on the philosophical stance of natural scientists working with observable reality within society, leading to generalizations (alharahsheh & pius, 2020). the characteristics of the science of positivism are: 1) objectivism, which means theories about the universe must have freedom of values; 2) phenomenalism, namely science, only talks about the observed universe; 3) reductionism, i.e., the universe is reduced to observable facts; 4) naturalism, namely the universe, are objects that move mechanically (bungin, 2017). the research uses a quantitative approach to the type of analytical research. the quantitative approach views human behavior as a predictable and social reality, objective, and measurable. therefore, quantitative research with valid and reliable instruments and appropriate statistical analysis causes the research results not to deviate from the actual conditions. in identifying the problem, to formulate them is the first and most critical stage of the study, as problem formulation guides all research courses. the researcher will lose direction in researching without exact problem wording (ridha, 2017). one of the key characteristics of research using a quantitative approach is statistical analysis (ridha, 2017). explanation level research aims to explain the variables by fiber's influence or compare one variable with another variable. one explanation level has been grouped, focusing on associative research or relationships, where the research aims to determine the relationship between two or more variables (siregar, 2013). the research uses survey method. according to kerlinger in siregar (2013), there are several characteristics of survey research: 1) the research object is conducted on large and small populations, where the data are samples taken from the total population; 2) survey research is carried out to generalize in-depth observations; and 3) the survey method does not require a control group, so does the experimental approach. the research uses explanation since it focuses on finding the causal relationship between the independent variables and the dependent variable. according to siregar (2013), research that aims to explain the position of the variables studied and the influence or compare between one variable with other variables, one of which is grouped explanations while focusing on associative or relationship. whereas the research aims to determine the relationship between two or more variables. the operational definition writing technique is to write a formula that states a decrease in concepts to practical standards, clear criteria, and does not raise hypothetical new questions. the following are operational variables for measuring variables in the research: variable x : promotion in the line messenger application variable y : starbucks line official account followers' attitude although the data are collected from a representative population (sample), generalizations are always emphasized (ridha, 2017). as a result, data collection activities are best entrusted to instruments (including field data collectors). the research uses the non-probability sampling technique, which is random sampling by collecting many of the population whose results are drawn to several sample by slovin formula (bungin, 2017). sampling is taken from among starbucks’ line official account followers. sample of the research uses 158 the winners, vol. 21 no. 2 september 2020, 155-161 the slovin formula (siregar, 2013). the calculation is provided: n = 8500829 (1) 1+(8500829)(0.05)2 n = 8500829 1+(8500829)(0.0025) n = 8500829 1+21252,07 n = 8500829 21253,07 = 399,98 rounded off to 400 thus, based on the calculation, the samples are 400 respondents on starbucks’ official account followers. the data are obtained from a survey method with a questionnaire filled out by respondents, those are adolescents who have joined starbucks’ line official account. in the research, google forms are filled in by respondents. iii. results and discussions correlation analysis is used to determine whether there is a relationship between two variables to determine the level of connection between the independent variable and the dependent variable, where: 1) independent variable (x) is ‘promotion influence on line messenger applications’; and 2) dependent variable (y) is ‘the attitude of starbucks’ line account followers’. the correlation value is pearson's correlation in product moment. questionnaires are processed using ibm spss statistics for macbook to come up with the results, as seen in table 1, showing that the significance value of the independent variable (x) with the dependent variable (y) of 0,000, where the amount is smaller than the significance value of 0,05 which means there is a relationship. thus, it can be concluded that there is a relationship between the independent variable (x) to the dependent variable (y). based on the explanation of the relationship's strength, the value of r on the correlation between the independent variable (x) and the dependent variable (y) is 0,747, where the cost is in the middle of the relationship. thus, there is a moderate and positive relationship, which means that the link's form is unidirectional. if variable x rises, then variable y also rises. after identifying the relationship's strength, the process continues to analyse the regression to predict how much dependent and independent variables will fluctuate. it is known constants from the results of the regression analysis between the influences of starbucks’ line promotion (x) with attitudes of starbucks’ line followers (y). the regression equation is obtained: y = a + bx (2) y = 6,862 + 1,247x information: y = dependent variable (promotion in starbucks’ line) x = free variable (attitude of starbucks’ line followers) a = constant value b = regression coefficient from the results listed, there is a regression between the independent variable and dependent variable, i.e. y = 6,862 + 1,247x. it can be concluded that each increase in score on the influence of starbucks’ line promotion (x) will be followed by the rise in the rating of attitudes of starbucks’ line followers (y) by 1,247 in the positive direction with a constant of 6,862. thus, the dependent variable and independent variable simultaneously decrease since the independent variable has a strong influence on the dependent variable. in other words, promotion on line messenger has a strong effect on the attitude of starbucks’ line followers. it comes up with the result that the contribution of promotion (x) to the attitude of starbucks’ followers (y) variable is 0,558 or 55,8% in percentage, seen from the coefficient of determination in table 1 is r square. simultaneously, the rest is explained by other variables not taken into account in the research. thus, it can be concluded that the effect of promotion via starbucks’ line on the attitude of starbuck's official account followers is 55,8%. a t-test is performed to determine whether the promotion via line messenger affects starbucks’ line followers. for this reason, it is necessary to compare t-counts and t-tables using a two-tailed test and, in the research, using a significance level of 5%. table 1 dependent variable: the attitude of starbucks’ line official account followers model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 6,862 1,265 5,423 0,000 effect of promotion on the messenger line application 1,247 0,056 0,747 22,421 0,000 159the influence of promotion via..... (vira dessy arisandi; santi delliana) it is known that those social media variables have a t-count value of 22,421, while the t-table value for 400 respondents is 1,966 with df = 398 is 0,05. t-count is more significant than t-table, so it can be concluded that h0 is rejected, and h1 is accepted. the following decision making for hypothesis testing using t-test: if t-count> t-table = h0 is rejected and h1 is accepted if t-count <t-table = h0 is accepted and h1 is rejected it is concluded that there is the influence of promotions through line messenger on the attitude of starbucks’ line followers. in the research, the author uses the sociopsychological tradition, which focuses on individual social behavior, social-psychological, personal effects, personality and traits, perception, and cognition. the three branches of essential aspects in the sociopsychological tradition are behavior, awareness, and biology. s-r theory is used as the leading theory since it is considered the most appropriate methods to describe the effect of the message content in line messenger on starbucks’ line followers by focusing on the stimulus and response elements. in the research, two critical elements in the s-r theory are: 1) stimulus—fill the message in the messenger line application, incentive in the form of persuasive words broadcasted daily such as new beverage products, buy one get one free, and accept both more economically; and 2) response—the response or expected effect in the research is a change in attitude toward behavior. the s-r theory considers communication as a smooth reaction-action. in social media, s-r theory believes that social media has a strong power to influence social media users with a visible stimulus. using spss, the followers agree that persuasive messages by starbucks’ line are strongly influential. according to ritonga (2005), persuasive messages are considered one way to divert ideas and actions by organizing motives into specific goals. promotion via line messenger seems to be starbucks' purpose to reach customers since it is one of the effective ways to spread persuasive messages more personally. according to severin and tankard, jr (2001), there are five information-processing theory ways. first, the persuasive message must be communicated. starbucks spreads message about their new menus or discounts. second, the message recipient will pay attention to the news as starbucks shares them personally. third, the recipients will understand the messages. fourth, the recipient is influenced and convinced by the information presented. furthermore, from the spss calculation, the result shows that followers are affected by words in the broadcasted messages from starbucks’ line. fifth, there is the desired behavior to attract attention and buy products from starbucks. in the research, the persuasive message model is psychodynamic, a compelling message, and alternative latent psychological processes such as motivation, attitude, and changes in the desired form. the results also show that between line social media (variable x), and persuasive messages (variable y), there is a reasonably healthy positive relationship. this is indicated by pearson's product moment correlation coefficient of 0,747. due to the sufficiently healthy relationship between variables x and y, promotion on line messenger and the followers’ attitude will go simultaneously, whether it is an increase or a decrease. the results of simple linear regression analysis shows that each increase in score on the effect of promotion on line messenger will be followed by the attitude of starbucks’ followers by 1,247 in the direction of upbeat with a constant 6,862. these results also explain that the s-r theory can show promotion in line messenger. on the questionnaire results, there are details of the respondent's answers to variable x statements, that is, statements considered to be the effect of the message content in the line messenger to influence starbucks’ followers. the results can be categorized as the strongest or weakest results. the lowest result with a 1.220 score is that an order via starbucks’ line is enough to convince customers to buy the product. on the other hand, some results are considered the strongest among the other products. there are two most main statements that customers respond to, namely: 1) customers receive personalized promotional messages directly from starbucks’ line; 2) starbucks always posts information about new products and vouchers/coupons every day in their timeline. the following results get the most significant percentage, which means 100% of respondents strongly agree. firstly, respondents have not only received information starbucks’ line official account, but also from other sources. second, 236 out of 400 respondents do not feel disturbed by continuously receiving line messages from starbucks. thirdly, 94 out of 400 respondents agree that the perfect time for starbucks to send messages is around 7 to 8 in the morning to share its compelling message. many strongly agree with the ten promotional indicator statements in line messenger, including open questionnaires that are considered a promotional influence on line messenger, signifying that starbucks’ followers have received persuasive messages. the approach intended in the research is measured using three indicators, which include cognitive effects, affective effects, and behavioral effects. questionnaire results for the attitude of starbucks’ followers show that out of a total of 11 statements, all of them are dominated by answers that strongly agree. based on the y variable questionnaire results, the stimulus has successfully influenced respondents to a behavioral level. the result is according to most respondents, who strongly agree with cognitive, affective, and behavioral indicators. cognitively, respondents tend to agree that the 160 the winners, vol. 21 no. 2 september 2020, 155-161 contents of messages from starbucks’ line official account affect knowledge about new products and discount coupons, which tend to influence their feelings. most respondents strongly agree with the indicators of telling, persuading, and reminding as respondents are happy and satisfied with starbucks’ promotion as well as their themed picture messages (important national and international days). respondents often await words given on starbucks’ line official reports. on behavioral indicators, starbucks’ line official account can affect respondents' attitude changes, such as when respondents only buy menus on discount with the acquisition of strongly agree is 122 respondents and agree is 106 respondents, out of 400 respondents. moreover, 187 respondents strongly agree and 125 of them agrees that they purchase starbucks’ latest variant. in the last statement, 206 respondents strongly agree and 91 of them agree that they would prefer buy products after receiving discount messages from starbucks compared to discount from other cafes’ line accounts. from the results of the y variable, promotion on line messenger can affect respondents’ attitude changes. this is compatible with the findings of questionnaire variable x that respondents agree with the statement. in other words, there is an effect of promotions on line messenger towards the attitudes of starbucks’ line official account followers. the research provides results with percentages. out of 400 respondents, 331 or 82,75% of them gets information from other sources beside starbucks’ line. as many as 84,60% of respondents purchase the latest taste variant, as well as agree that the perfect time to share promotion messages is around 7 to 8 am. meanwhile 94,35% of them is interested in the news and visuals added compulsively to starbucks products. lastly, 100% of respondents are happy when starbucks shares persuasive messages with specific themes on both national and international holidays. iv. conclusions the data processing results of promotion messages via line messenger (variable x) and the attitude of starbucks’ line official account followers (variable y) can be concluded based on the information collection, data processing, and discussion that the respondents strongly support all statements. the hypothesis test results show a significant effect of 0,000, which is substantial if the products are smaller than 0,05. the correlation test results also show a positive correlation of 0,747 between promotions on line messenger to the attitudes of starbucks’ line official account followers. based on the regression analysis results of y = 6,862 + 1,247x, any increase in score on line messenger will go simultaneously with the score on the attitude of starbucks’ line followers by 1,247 with a constant of 6,862. moreover, it is known that the magnitude of its impact through the coefficient of determination equal to 55,8%. thus there is a promotional influence on line messenger towards attitudes of starbucks’ line followers with a healthy 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(2020). the effect of using instagram influencers in building conseva’s brand awareness. the winners, 21(1), 67-73. https://doi.org/10.21512/ tw.v21i1.6497. microsoft word 08_rudy-consumer_ok.doc 156 journal the winners, vol. 13 no. 2, september 2012: 156-164 consumer preferences toward marine tourism area silvy fauziah; rudy aryanto bina nusantara university raryanto@binus.edu abstract the marine zone tourism is growing attracting more tourists. pramuka island is marine conservation area enriched with marine biodiversity in coral reefs and other natural resources. to develop this potential tourist destination, a customer-based marketing program is required to attract domestic and foreign tourists. the main vision is to understand tourist preferences for marine tourism activities and facilities. a research was conducted on pramuka island as a well-known marine tourism zone. the objective was to determine the key tourist preferences for marine tourism destination. research methods utilized cochran q test and conjoint analysis where the primary data were obtained from tourist respondents. the result showed that there was a tourist preference based on the five attributes considered most important, namely tourism activities, tourist attractions, types of accommodation, food and souvenirs types. this study provided marine tourism destination management with useful guidance for broader implications of the implementation of marketing programs and tourism attraction. moreover, the results of this study consolidated the learning of a variety of academic and industrial research papers in particular for the measurement of customer preferences towards marine tourism destination. keywords: tourism marketing, tourist preferences, marine tourism destination, conjoint analysis abstrak pariwisata bahari terus berkembang menarik wisatawan. salah satu contohnya adalah objek wisata pulau pramuka sebagai kawasan konservasi alam dengan biodiversitas laut yang unik, terumbu karang, dan potensi alam lainnya. untuk mengembangkan tujuan wisata potensial ini, program pemasaran berbasis pelanggan diperlukan untuk menarik wisatawan domestik dan mancanegara. visi utama pemasaran adalah untuk memahami preferensi wisatawan terhadap kegiatan wisata bahari dan fasilitasnya. penelitian dilakukan terhadap pulau pramuka sebagai salah satu zona pariwisata bahari yang cukup yang cukup terkenal. tujuannya adalah untuk mengetahui kunci preferensi wisatawan terhadap destinasi wisata bahari. metode penelitian menggunakan cochran q test dan analisis conjoint di mana data primer diperoleh dari responden wisatawan. hasilnya menunjukkan bahwa ada preferensi wisatawan berdasarkan lima atribut yang dianggap paling penting, yaitu kegiatan wisata, atraksi wisata, jenis akomodasi, makanan dan jenis souvenir. penelitian ini memberikan pengaturan tujuan wisata bahari dengan panduan yang berguna pada implikasi yang lebih luas dari pelaksanaan program pemasaran dan daya tarik pariwisata. tambahan lagi, hasil penelitian ini mengkonsolidasikan pembelajaran dari berbagai makalah penelitian akademik dan industri khususnya untuk pengukuran preferensi pelanggan terhadap destinasi wisata bahari. kata kunci: pemasaran pariwisata, preferensi wisata, destinasi wisata bahari, analisis conjoint consumer preferences toward … (silvy fauziah; rudy aryanto) 157 introduction tourism has become one of the world's largest industries that produces 6.6% of the gnp around the world, and hires 7% of the labor force around the world (unwto, 2011). the world’s tourism grows 2% per year. indonesia’s tourism grows about 12% per year (renstra kemenbudpar. 2010). it is larger than the growth of the national economy that is only 6.5% to 8%. tourism growth certainly implies on other tourist businesses, namely hospitality, recreation, travel agency services, and restaurant that are located in the tourist area (aryanto, 2008). many authors in the marketing area have considered the phenomena of tourism marketing. in marketing science, the concept of modeling consumer preferences among multi-attribute alternatives has received extensive attention. one of marketing consideration is consumer research influenced by the assumptions of microeconomics and its notion of revealed preference. from this perspective, cho and song (2008) stated that consumers know what they like and want, and their preferences are revealed in the choices they make. in contrast, a large body of psychological research indicates that consumers’ preferences are highly malleable and often constructed on the spot (griffin, liu and kahn. 2005). base on this perspective, preferences are driven by the information and tourism destination experiences at the time of judgment choice. the marketer’s aim is to characterize a product tools like in this research is marine tourism destination into a bundle of attributes and assign levels for each attribute. marketing scope of tourism includes finding what the consumer wants (market research), to develop appropriate delivery of services (product planning) for tourists’ notification of the products made (advertising and promotion) and to provide information about where tourists can get the products (channels of distribution, tour operator and travel agent) (marpaung 2002). therefore, marketers need to understand the consumer behavior. the behavior of tourists is the key support of all marketing activity undertaken for the development, promotion and selling tourism products and processes to learn why people buy the products they buy and how to make a decision (swarbrooke and horner, 2007). one of the most important destination tourists’ behaviors studies is visitor preferences research. preference is an attitude more like something other objects rather than objects (chaplin, 2002). consumer preferences indicate consumer preferences from a wide selection of products available (kotler, 2003). meanwhile, burkat and medlik in oka a. yoeti (2009) state that product of the tourism industry is a composition comprising a mixture of products: tourist attractions, transport, accommodation and entertainment. being an archipelagic country, indonesia has adopted this concept within two indonesian cooperation laws intended to enable the indonesian government to manage the coastal areas more responsibly and accountably. the objective is to improve the environment for future generations. however, the implementation has not been successful. the government’s focus prefers on the landbased development to the coastal and marine management (farhan and lim, 2012). the pramuka island is an example of marine tourism destination located in thousand islands national park (tnkps). in 2011 pramuka island reached 51.493 tourists (bps, 2012). until now, the marine tourism providers have accommodated tourism attractions by following the example of what have done on other places. therefore, it is necessary to manage visitor characteristics and their preferences in comparison with the availability tourism attractions, activities and facilities. first, it is necessary to recognize tourists’ favorite attributes of tourism products. kadampully (2002) states that the developing a tourism program should comprise a variety of elements such as 158 journal the winners, vol. 13 no. 2, september 2012: 156-164 accommodation, food & beverage and entertainment. second is creating excellent tourism programs to invite tourists in designing activities and facilities according to they want and preferences. we use a technique known as conjoint analysis to obtain the numerical values of the product. conjoint analysis is a popular marketing research technique that breaks down attributes to derive the part-worth associated with each level of a product based on the overall preferences of choice alternatives by a group of respondents (reutterer and kotzab, 2000). conjoint analysis is a very powerful method to help get the combination or composition of the attributes of a product or service, both new and old are most preferred by consumers (green, et al., 2007). method the research was developed descriptively, which gathered information on the status of existing indications (arikunto, 2005). the purpose of the descriptive research is to make the explanation in a systematic, factual, and accurate about the facts and the nature of the population or specific areas. we divided the questionnaire into two phases. on phase 1, we randomly distributed the questionnaire to community members known to be to pramuka island. on phase 2, we distributed the questionnaire directly to the visitors of pramuka island on january 2012. we used non-probability sampling and purposive convenience sampling (sugiyono, 2006). convenience sampling is a method of sample selection based on convenience. the sample was from bps thousand islands population number of tourists visiting the area of thousand islands, which was 102.069 per year or 2126.44 per week. the total population size of the sample can be determined use formula slovin with the level of inaccuracy allowances by 10% (umar. 2004), and then we obtained 96 respondents. we used multivariate analysis for data analysis techniques. multivariate analysis measures purposes, as well as explains and predicts the level of relations between the variants. the observation did not only involve multivariate characters on a number of variables, but also multiple combinations between variance (simamora, 2005). we used two methods of analysis techniques. the first was cochran q test analysis and the second was conjoint analysis. joseph f. hair (2006) said that conjoint analysis could use a minimum of 50 respondents to get the preference in the desire by the consumer. we begin the analysis with descriptive statistics analysis to obtain a profile of respondents. then we processed the data using cochran analysis for validity test, which aimed to determine the attributes considered by consumers in the purchase of tourism products. we used conjoint analysis to determine consumer preferences for tourism products. results and discussion we obtain 96 respondents by primary survey on january 2012. figure 1 showed their demographic characteristics. 58% of the respondents was men while women were 42%. 75% of them lived in jakarta and 25% of them lived in other areas. about 49% of the respondents was high-school graduates and others had diploma and university level. 46% of the respondents was between 21 and 25 years old and 24% of them was 20 years or bellow, that proved youth tourist were dominant. consumer preferences toward … (silvy fauziah; rudy aryanto) 159 figure 1 respondent profile demographic characteristics cochran q test analysis after doing data collection from questionnaire, we performed the cochran test to evaluate the right attributes to be selected for the analysis next. testing the validity of the attributes by using the cochran q test was performed by spreading an online questionnaire to 20 respondents. the result of cochran's analysis using spss software was on table 1: table 1 result of product attributes in tourism no attribute 1 natural attractions 2 marine tourism activities 3 type of accommodation 4 location of accommodation 5 accommodation facilities 6 type of transportation 7 volume of transportation 8 variety of food 9 view of restaurant 10 type of souvenir 11 location of souvenir store conjoint analysis test in aggregate based on the analysis in general of the attributes of accessibility and tourism attractions in table above, we identified the importance of attributes and attribute levels of accessibility and tourism attractions preferred by respondents. for tourist activities (34,38%), in general respondents preferred canoeing (0.183) to other tourist activities. for tourism attraction (26,75%), they preferred conservation (0.067), followed by enjoying the landscape (0.063), and the last was seeing flora and fauna (-0.130). for volume of transportation (25,56%), in general they preferred small-sized transportation (0.109) compared with the large or medium sized. for type of transportation (13,32%), in general respondents preferred speedboat (value of 0.043) to boat. the detailed results were on table 2 below. 160 journal the winners, vol. 13 no. 2, september 2012: 156-164 table 2 results of conjoint analysis in aggregate (card a) attributes levels utility estimate importance values (%) type of transportation boat speedboat -0,043 0,043 13,32 volume of transportation small medium large 0,109 -0,203 0,094 25,56 tourism attraction landscape flora fauna conservation 0,063 -0,130 0,067 26,75 tourist activities snorkeling fishing canoeing fishery tourism 0,088 -0,033 0,183 -0,238 34,38 based on the analysis in general of the attributes of tourism amenities in table above, know the importance of attributes and attribute levels of tourism amenities are preferred by tourists, the results are: for variety of food (19,21%), in general respondents preferred sea food (0.270) to other food choices. for type of accommodation (18,65%), in general respondents preferred home stay (0.074) to motel and cottage. for type of souvenir (14,79%), in general respondents preferred buying traditional food (0.167) to handicrafts. for location of accommodation (13,44%), in general respondents preferred accommodations that were far from the ocean (0.146). for view of restaurant (11,75%), in general respondents preferred standard theme (0.119) to attractive ones. for accommodation facilities (11,45%), in general respondents preferred the standard facilities (0.044). for location of souvenir store (10,70%), in general respondents preferred souvenir stores located around the dock (value 0.059) than those located near the inn. the detailed results were on table 3. table 3 results of conjoint analysis in aggregate (card b) attributes levels utility estimate importance values (%) type of accommodation motel home stay cottage -0,030 0,074 -0,043 18,65 location of accommodation near the ocean away from the ocean -0,146 0,146 13,44 accommodation facilities luxury standard -0,044 0,044 11,45 variety of food various sea food -0,270 0,270 19,21 view of restaurant attractive standard -0,119 0,119 11,75 type of souvenir craft traditional food -0,167 0,167 14,79 location of souvenir store around the dock near the inn 0,059 -0,059 10,70 consumer preferences toward … (silvy fauziah; rudy aryanto) 161 conjoint analysis results base on motivation segmentation after analyzing the preferences of the respondents in general, we analyzed respondents’ preferences based on the interest of tourists on the tourism product. determination of target market in this research referred to the preference patterns of a group or segment. in this pattern pointed out the preference groups called natural market segments. marketers can develop tourism products based on groups of tourist accordance with the preference groups. table 4 profile of accessibility & tourism attractions base on the motivation of tourist the motivation of tourist characteristics of accessibility & tourism attractions physical speedboat large landscape canoe cultural speedboat small conservation canoe personal speedboat small landscape canoe emotional speedboat small conservation snorkeling targeting of accessibility and tourism attractions due to similarities on tourists’ preferences toward the accessibility & attraction of tourism products, we could develop the tourism products for all segments of tourists into two groups as shown of figure 2 below. meanwhile, tourist profiles based on their amenities motivation of tourist were classified on table 5. figure 2 determination of target tourists to accessibility & tourism attractions table 5 tourist profiles based on the amenities motivation the motivation of tourist characteristics of tourism amenities physical, cultural type of accommodation home stay 162 journal the winners, vol. 13 no. 2, september 2012: 156-164 emotional location of accommodation far from the ocean accommodation facilities stantard variety of food sea food view of restaurant standard type of souvenir traditional foods location of souvenir store around the dock personal type of accommodation home stay location of accommodation far from the ocean accommodation facilities luxury variety of food sea food view of restaurant standard type of souvenir handicraft location of souvenir store around the dock targeting tourism amenities similar to the preferences on accessibility& tourism attractions, there is also similarity of tourist preferences on the tourism amenities. they were developed into two groups below (figure 3). figure 3 determination of target (targeting) tourists to tourism amenities conclussions based on the analyses results, we concluded several points below: attributes of accessibility and tourism attraction that influenced tourists’ preference to make decision in tourist visit in sequence were: (1) tourist activity; (2) tourism attraction; (3) volume of transportation; (4) type of transportation. attributes of tourism amenities that influenced preference of tourist to making decision in tourist visit in sequence were: (1) variety of food; (2) type of accommodation; (3) type of souvenir; (4) location of accommodation; (5) view of restaurant; (6) accommodation facilities; (7) location of souvenir store. differences in tourists’ preferences could be determined on the characteristics of accessibility & tourism attractions based on different motivations of visit. differences in preferences of tourist consumer preferences toward … (silvy fauziah; rudy aryanto) 163 could also be determined on the characteristics of tourism amenities based on different motivations of visit. hwerver, there were similar in preferences of tourism amenities from 3 segments. based on the offer data cochran q test, providers should have creative ideas of 11 attributes to be considered in purchase of tourism products, namely: type of transportation, volume transportation, tourism attraction, tourist activities, type of accommodation, location of accommodation, accommodation facilities, variety of food, view from restaurant, location of souvenir store and type of souvenir. the first syntax of conjoint analysis recommended 5 attributes considered the most important on tourism products, namely: tourist activities, tourism attraction, type of accommodation, variety of food and type of souvenir. based on the conjoint analysis results, providers should have a sense of a combination of attributes products that were important and favored by tourists. the value interests and preference attributes products of tourist attraction can be used as the basis in making planning of the sights in pramuka island to get actual marine tourist targets. references aryanto, r. 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(2006). business research methods. alfabeta. bandung. simamora, b. (2005). marketing multivariate analysis. gramedia pustaka utama. jakarta umar, husein. (2004). metode penelitian untuk skripsi dan tesis bisnis (6th ed.). jakarta: gramedia. unwto. (2011). unwto tourism highlights 2011. accessed from www.unwto.org/facts. yoeti, o. a. (2009). pengantar ilmu pariwisata. bandung: angkasa offset. microsoft word 05_vol-14-2 hansel jonathan_ok_a2t.doc 104                     journal the winners, vol. 14 no. 2, september 2013: 104-112  analisis pengaruh e-service quality terhadap customer satisfaction yang berdampak pada customer loyalty pt bayu buana travel tbk hansel jonathan cimb niaga graha niaga, jln. jend. sudirman, kav. 58, jakarta 12190, indonesia hansel_2591@yahoo.co.id abstract the purpose of this study is to determine the effect of e-service quality on customer satisfaction and its impact on customer loyalty of pt bayu buana travel, tbk. with non-probability technique (census), questionnaires were collected and used in data processing using structural equation modeling with warppls program and importance performance analysis methods. based on this research, it was found that e-service quality has an influence on customer satisfaction, customer satisfaction has an influence on customer loyalty, eservice quality has an influence on customer loyalty, and e-service quality and customer satisfaction has an influence on customer loyalty. the e-service quality attributes, such as the website providing accurate information, the website having a good reputation, all online payment be confirmed, the website easy to use, and the products/services on the website delivered according to the time, need to be improved and enhanced. keywords: e-service quality, customer satisfaction, customer loyalty, structural equation model, important performance analysis abstrak tujuan dari penelitian ini yaitu untuk mengetahui pengaruh e-service quality terhadap customer satisfaction serta dampaknya terhadap customer loyalty pada pt bayu buana travel, tbk. dengan teknik nonprobability sampling yaitu sensus, kuesioner berhasil dikumpulkan dan digunakan dalam pengolahan data menggunakan metode structural equation modeling dengan program warppls dan metode importance performance analysis. berdasarkan hasil penelitian, ditemukan bahwa e-service quality memiliki pengaruh terhadap customer satisfaction, customer satisfaction memiliki pengaruh terhadap customer loyalty, e-service quality memiliki pengaruh terhadap customer loyalty, dan e-service quality dan customer satisfaction memiliki pengaruh terhadap customer loyalty. pada e-service quality, atribut seperti website menyediakan informasi yang akurat, website memiliki reputasi yang baik, semua pembayaran terkonfirmasi secara online, website mudah digunakan, dan produk/jasa pada website terkirim sesuai dengan waktu yang telah dijanjikan perlu diperbaiki dan ditingkatkan. kata kunci: e-service quality, customer satisfaction, customer loyalty, structural equation model, important performance analysis analisis pengaruh e-service …… (hansel jonathan)              105  pendahuluan perkembangan teknologi informasi pada era globalisasi saat ini berkembang dengan pesat (ho & lee, 2007). saat ini semua informasi dapat diakses dengan mudah dan cepat melalui internet. hal ini bisa dilihat dari pertumbuhan pengguna internet di indonesia yang terus mengalami peningkatan setiap tahunnya (miniwatts marketing group, 2012). internet merupakan media yang sangat penting. sumber bagi segala informasi yang sangat bermanfaat. internet dapat meningkatkan pendapatan masyarakat, yaitu sebagai sarana promosi yang tepat untuk bisnis, sebagai referensi dan patokan seseorang untuk mengambil keputusan, sehingga ia mengambil keputusan yang tepat. dengan adanya internet manusia menjadi lebih terbantu, apalagi bagi mereka yang memiliki mobilitas yang tinggi (nurulita, 2009). perkembangan teknologi informasi menyebabkan terjadinya pergeseran budaya. hal ini dirasakan oleh masyarakat, perusahaan, dan organisasi. kenyataan ini menjadi tantangan tersendiri bagi perusahaan, yaitu menciptakan keinginan pelanggan untuk menggunakan produk dan jasa dan menjalin hubungan yang dekat antara perusahaan dan pelanggan. kualitas pelayanan merupakan salah satu faktor penentu kesuksesan yang berpengaruh pada persaingan perusahaan. adopsi kualitas layanan yang baru khususnya di dunia e-commerce adalah kualitas layanan berbasis web. kualitas layanan online (e-service quality) adalah tingkat website dapat memfasilitasi secara efisien dan efektif untuk melakukan pembelian, penjualan, dan pengiriman baik produk maupun jasa (anggraeni & yasa, 2012). pelanggan umumnya mengharapkan produk berupa barang atau jasa yang mereka konsumsi dapat diterima dan dinikmati dengan layanan yang baik dan memuaskan. pelanggan akan merasa puas terhadap layanan yang diberikan perusahaan jika mereka merasakan kualitas layanan yang mereka terima dapat memenuhi harapan. perusahaan yang dapat memberikan layanan yang berkualitas kepada pelanggan akan menimbulkan kepuasan pelanggan (siwantara, 2011). loyalitas pelanggan adalah dampak jangka panjang dari kepuasan pelanggan. pada tingkat tertentu, kepuasan mampu membangun loyalitas pelanggan. kepuasan dan loyalitas pelanggan merupakan hasil dari persepsi terhadap kinerja dari nilai suatu produk atau layanan. makin tinggi suatu kinerja nilai suatu produk, makin besar kemungkinan pelanggan menjadi puas dan cenderung menjadi pelanggan yang loyal (siwantara, 2011). salah satu perusahaan yang bergerak di bidang travel, yaitu pt bayu buana travel, tbk yang berkantor berpusat di jl. ir. h. juanda iii no. 2a, jakarta, memberikan kemudahan informasi dan pelayanan bagi para pelanggan. para pelanggan dapat membuka website perusahaan di www.bayubuanatravel.com. dalam situs tersebut pelanggan dapat melakukan pemesanan tiket pesawat, hotel, paket liburan, layanan pembuatan visa luar negeri, dan juga mengetahui informasi promo harga paket liburan. tinjauan literatur e-service quality e-service quality atau yang juga dikenal sebagai e-servqual merupakan versi baru dari service quality (servqual). e-servqual dikembangkan untuk mengevaluasi suatu pelayanan yang diberikan pada jaringan internet. e-service quality didefinisikan sebagai perluasan dari kemampuan suatu situs untuk memfasilitasi kegiatan belanja, pembelian, dan distribusi secara efektif dan efisien (chase, jacobs, & aquilano, 2006). berdasarkan ho dan lee (2007), terdapat 5 dimensi pengukuran e-service quality, yaitu: information quality, security, website functionality, customer relationship, dan responsiveness dan fulfillment. 106                     journal the winners, vol. 14 no. 2, september 2013: 104-112  information quality merupakan informasi yang tersedia pada website merupakan komponen utama dari kualitas pelayanan yang dirasakan. security (keamanan) berkaitan dengan bagaimana sebuah website terbukti dapat dipercaya bagi pelanggannya. layanan online yang dilakukan dengan baik dan lancar dapat membangun kepercayaan dan keyakinan kepada pelanggan. hal ini penting, karena kurangnya kontak interpersonal dengan pelanggan ketika membeli secara online, pelanggan secara khusus perlu memerhatikan keamanan transaksi. keamanan juga mengacu pada hal privasi pelanggan. hal ini penting dalam sebuah transaksi online sebab pelanggan mungkin khawatir bahwa informasi pribadi dan transaksi mereka dapat diakses atau digunakan melalui internet oleh pihak ketiga. keamanan telah dianggap sebagai dimensi penting dalam hal kualitas layanan dan kepuasan. kurangnya jaminan keamanan dapat menjadi penghalang utama bagi pelanggan untuk berbelanja secara online. dapat disimpulkan bahwa keamanan adalah komponen penting dari kualitas ketika pelanggan melakukan transaksi secara online. dimensi website functionality terdiri dari tiga aspek. navigasi berkaitan dengan betapa mudahnya pengguna mencari informasi pada website. hal ini dianggap sebagai hal pokok dalam membangun kualitas pelayanan. tanpa interaksi dengan pelanggan, pelanggan online perlu mencari informasi terhadap produk/jasa yang sedang dicari. jika pelanggan sering bingung selama proses pencarian, mereka akan berhenti. desain dan penyajian sebuah website melibatkan mekanisme navigasi yang dapat memengaruhi relevansi dan efisiensi terhadap hasil pencarian. ini menunjukkan bahwa navigasi memainkan peran yang dominan dalam memberikan layanan yang memuaskan. aspek kedua, akses website, mengacu pada kemampuan pengguna untuk mengakses sumber daya (termasuk informasi yang berhubungan dengan perjalanan dan fitur layanan) pada webiste dan hal itu berkaitan dengan kemudahan koneksi dan kecepatan mengunduh. sangat mungkin bahwa pengguna online akan berhenti dan mengklik situs lain karena terlalu lama bagi mereka untuk mengakses website atau mengunduh sebuah informasi. jadi, adanya dukungan untuk akses website merupakan salah satu komponen penting yang berkaitan dengan kinerja pelayanan. bagian ketiga dari dimensi ini menjelaskan fungsi transaksional yang memungkinkan pelanggan untuk merasa bahwa website ini sederhana dan user-friendly untuk menyelesaikan sebuah transaksi. beberapa komponen, termasuk pemesanan mudah, pembayaran mudah, dan pembatalan mudah, menunjukkan sejauh mana pelanggan yakin bahwa penggunaan website akan melibatkan sedikit usaha atau tidak.   pada dimensi customer relationship, komunitas virtual yang dikembangkan dalam sebuah website dapat dianggap sebagai organisasi sosial secara online untuk menyediakan pengguna dan customer dengan kesempatan untuk berbagi opini dan bertukar informasi di antara komunitas mereka. armstrong and hagel berpendapat bahwa komunitas virtual dapat menyatukan informasi dan masyarakat ke dalam sebuah hubungan. fitur layanan yang disediakan oleh website memberikan kesempatan kepada user (pengguna) untuk berinteraksi dengan pengguna lain. komunikasi dua arah ini mempemudah pengguna untuk mencari informasi, membuat keputusan membeli, dan memberi feedback atau masukan kepada website. hubungan ini dapat dikembangkan melalui interaksi dengan komunitas online yang memungkinkan pengguna untuk berpartisipasi, mempelajari, dan berinteraksi online. kemudian dimensi responsiveness dan fulfillment diukur berdasarkan ketepatan waktu dari sebuah website yang merespons customer dalam sebuah lingkungan online, seperti bagaimana menjawab pertanyaan dari customer dengan cepat dan efisien atau bagaimana kebutuhan dan komplain dari customer dapat direspons melalui email secara sopan. masalah-masalah tersebut secara konsep merupakan komponen dari dimensi responsiveness. dimensi fulfillment (pemenuhan) mengacu pada keberhasilan website dalam menyampaikan produk atau jasanya dan kemampuannya untuk mengoreksi kesalahan yang terjadi selama proses transaksi. website yang berusaha untuk meminimalkan ketidakpuasan dengan service yang diberikan akan mencapai level yang lebih tinggi dari sebuah evaluasi kualitas yang diberikan oleh para pelanggannya. analisis pengaruh e-service …… (hansel jonathan)              107  customer satisfaction menurut irawan (2003), customer satisfaction adalah hasil akumulasi dari konsumen atau pelanggan dalam menggunakan produk atau jasa. pelangggan akan merasa puas apabila memperoleh nilai atau manfaat dari suatu produk atau jasa. ariyanto (2003) berpendapat bahwa customer satisfaction akan meningkatkan loyalitas konsumen suatu perusahaan dan konsumen tidak mudah mengajukan tawaran dari persaingan. kepuasan konsumen akan mengingkatkan loyalitas konsumen, menguarangi elastisitas harga, melindungi pangsa pasar dari pesaing, mengurangi biaya menarik pelanggan baru, dan meningkatkan reputasi pelanggan di pasar. berdasarkan beberapa pengertian tersebut dapat disimpulkan bahwa kepuasan pelanggan adalah sebuah perasaan konsumen terhadap produk atau jasa yang telah digunakan. lebih lanjut, menurut ho dan lee (2007), tingkat kepuasan pelanggan dapat diukur ketika pelanggan melakukan pembelian kembali secara online pada website, melakukan pilihan yang tepat dengan melakukan pembelian pada website, dan merasa puas setiap kali melakukan pembelian pada website. customer loyalty menurut griffin (2005), customer loyalty didasarkan pada wujud perilaku dari unit-unit pengambilan keputusan untuk melakukan pembelian secara terus menerus terhadap produk atau jasa suatu perusahaan yang dipilih. loyalitas mewujudkan kondisi dari durasi waktu tertentu dan mensyaratkan bahwa tindakan pembelian terjadi tidak kurang dari dua kali. terakhir unit pembelian keputusan menunjukan bahwa keputusan untuk membeli dilakukan lebih dari satu orang. keputusan pembelian dapat menunjukan seseorang dalam unit. loyalitas juga dapat menunjukkan komitmen pelanggan yang bertahan secara mendalam untuk berlangganan kembali atau melakukan pembelian ulang terpilih secara konsisten pada masa yang akan datang, meskipun harga yang ditawarkan lebih tinggi atau pun terkait beberapa faktor lainnya. menurut ho dan lee (2007), mengukur tingkat loyalitas pelanggan dapat dilakukan ketika penggan tersebut: mengajak teman dan keluarga untuk melakukan pembelian melalui website; mengatakan hal-hal positif mengenai website kepada orang lain; melakukan pemesanan/pembelian kembali produk/jasa pada website dalam waktu dekat; merekomendasikan website kepada siapa saja yang ingin mencari informasi mengenai travel; dan mempertimbangkan bahwa website sebagai pilihan utama untuk melakukan pembelian produk travel secara online. berikut ini adalah hipotesis penelitian. sedangkan kerangka pemikiran ditunjukkan gambar 1. h1: terdapat pengaruh antara e-service quality terhadap customer satisfaction pada pt bayu buana travel, tbk; h2: terdapat pengaruh antara customer satisfaction terhadap customer loyalty pada pt bayu buana travel, tbk; h3: terdapat pengaruh antara e-service quality terhadap customer loyalty pada pt bayu buana travel, tbk; h4: terdapat pengaruh antara e-service quality dan customer satisfaction terhadap customer loyalty pada pt bayu buana travel, tbk. gambar 1 kerangka pemikiran 108                     journal the winners, vol. 14 no. 2, september 2013: 104-112  metode penelitian ini bersifat deskriptif asosiatif karena penelitian dilakukan untuk mendeskripsikan nilai variabel-variabel penelitian serta mendefinisikan pengaruh atau hubungan kausal antara variabel independen terhadap variabel dependen. unit analisis pada penelitian ini adalah individu dan tingkat intervensi peneliti adalah minimal intervensi karena pengumpulan data dilakukan melalui kuesioner yang dibagikan secara individual. setting studi yang digunakan adalah studi lapangan dengan pengambilan data melalui penyebaran kuesioner yang dilakukan satu kali tanpa ada perbandingan (cross-sectional). pengumpulan data dilakukan melalui studi pustaka, jelajah situs, dan penyebaran kuesioner (dalam skala likert) kepada responden yaitu pelanggan online pt bayu buana travel, tbk. teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan sensus. sebanyak 50 kuesioner disebarkan kepada pelanggan online pt bayu buana travel, tbk. kuesioner yang berhasil terkumpul, terisi lengkap, dan dapat digunakan adalah sebanyak 50 kuesioner dari 50 kuesioner yang dibagikan. metode analisis yang digunakan dalam penelitian ini adalah metode importance-performance analysis (ipa) dan metode structural equation model dengan menggunakan program partial least square (pls). analisis structural equation model dengan menggunakan program partial least square digunakan untuk menguji pengaruh dan hubungan antara variabel e-service quality, variabel customer satisfaction, dan customer loyalty. sedangkan analisis dengan menggunakan metode importance-performance analysis digunakan untuk menguji perbedaan antara tingkat kinerja (kenyataan) dan tingkat kepentingan (harapan) atas e-service quality dan mengetahui area mana saja yang perlu diperbaiki. hasil dan pembahasan profil responden karakteristik responden yang menjadi subjek dalam penelitian ini dapat dilihat dalam tabel 1. tabel 1 profil responden jenis kelamin pekerjaan pria 54% pegawai negeri 12% wanita 46% karyawan swasta 54% usia dosen 0% kurang dari 19 tahun 0% ibu rumah tangga 16% 20-24 tahun 0% lainnya (wirausaha) 18% 25-29 tahun 18% kepentingan menggunakan internet 30-34 tahun 18% kepentingan pekerjaan 16% 35-39 tahun 30% keperluan pribadi 30% lebih dari 40 tahun 34% kepentingan pekerjaan dan keperluan pribadi 54% pendidikan lama penggunaan internet (sehari) sma/sederajat 4% kurang dari 1 jam 0% diploma (d3) 10% 1-2 jam 24% s1 54% 3-4 jam 36% s2 26% lebih dari 5 jam 40% s3 6% analisis pengaruh e-service …… (hansel jonathan)              109  analisis data analisis sem-pls meliputi evaluasi outer model/measurement model dan inner model/structural model. outer model digunakan untuk mengetahui validitas dan reliabilitas indikator. sedangkan inner model digunakan untuk menguji signifikansi parameter yang dirumuskan dalam hipotesis. tahap evaluasi model pengukuran (outer model) meliputi uji validitas (convergent validity dengan kriteria nilai faktor loading > 0.5 dan discriminant validity dilihat berdasarkan crossloading pengukuran yang korelasi konstruk dengan indikatornya lebih besar dari ukuran konstruk lain) dan uji reliabilitas (composite reliability). berdasarkan hasil output program warppls, dari 26 indikator, sebanyak 26 indikator telah memenuhi syarat baik convergent maupun discriminant validity (sudah valid). kemudian setiap konstruk dihasilkan sudah reliabel dengan nilai composite reliability dan cronbach alpha diatas 0.7. setelah semua data valid dan reliabel, maka dilanjutkan ke tahap evaluasi model structural yang meliputi uji kecocokan model (model fit), path coefficient, dan r2. pertama yaitu uji kecocokan model dengan 3 indeks pengujian, yaitu average path coefficient (apc) dengan p-value < 0.05, average r-squared (ars) dengan p-value < 0.05, dan average variance inflation factor (avif) lebih besar dari 5. hasil menunjukkan apc dengan p <0.001, ars dengan p <0.001, dan avif dengan nilai 1.807 menunjukkan bahwa ketiga kriteria ini memenuhi syarat. artinya, model sudah fit dengan data dan model dapat digunakan. selanjutnya dilakukan pengujian hipotesis terhadap koefisien jalur untuk mengevaluasi hubungan struktural antarvariabel laten dengan membandingkan angka p-value dengan alpha (0.05). angka p-value diperoleh dari output, yang hasilnya signifikan jika lebih kecil dari 0.05. tabel 2 menunjukkan hasil yang diperoleh. tabel 2 hasil uji hipotesis hipotesis pengaruh antara beta r2 p-value hasil h1 e-service quality customer satisfaction 0.645 0.416 <0.001 terima h2 customer satisfaction customer loyalty 0.483 0.368 0.002 terima h3 e-service quality customer loyalty 0.419 0.311 0.002 terima h4 e-service quality customer satisfaction customer loyalty 0.731 0.542 <0.001 terima berdasarkan hasil uji hipotesis, diperoleh bahwa hasil dari hipotesis 1 diterima, bahwa variabel e-service quality pada website bayubuanatravel.com memiliki pengaruh yang signifikan terhadap variabel customer satisfaction dengan nilai r2 sebesar 0,416. artinya, variabel e-service quality memengaruhi variabel customer satisfaction pada website bayubuanatravel.com sebesar 41,6% dan 58,4% sisanya dipengaruhi oleh variabel lain di luar penelitian ini. hasil dari hipotesis 2 diterima, bahwa variabel customer satisfaction memiliki pengaruh yang signifikan terhadap customer loyalty dengan nilai koefisien beta bernilai positif sebesar 0,483. artinya, makin tinggi tingkat customer satisfaction yang dirasakan pelanggan, maka customer loyalty akan meningkat (anggraeni & yasa, 2012). hasil dari hipotesis 3 diterima, bahwa variabel e-service quality memiliki pengaruh yang signifikan terhadap customer loyalty dengan nilai koefisien beta bernilai positif sebesar 0,419. artinya, makin baik e-service quality yang diberikan perusahaan, maka customer loyalty akan meningkat (anggraeni & yasa, 2012). hasil dari hipotesis 4 diterima, bahwa variabel e-service quality dan customer satisfaction memiliki pengaruh yang signifikan terhadap customer loyalty dengan nilai koefisien beta yang bernilai positif sebesar 0,731. artinya, e-service quality sudah memenuhi harapan pelanggan yang ada yang pada akhirnya mampu memengaruhi customer satisfaction dan customer loyalty. 110                     journal the winners, vol. 14 no. 2, september 2013: 104-112  tahap pengujian berikutnya adalah gap analisis dengan hasil ditunjukkan pada tabel 3.   tabel 3 gap e-service quality dimensi e-servqual kinerja kepentingan gap q information quality iq1 3.22 3.74 -0.52 0.86 iq2 3.94 3.94 0.00 1.00 iq3 3.84 3.70 0.14 1.04 security s1 3.56 3.74 -0.18 0.95 s2 3.26 3.74 -0.48 0.87 website functionality wf1 3.54 3.84 -0.30 0.92 wf2 3.40 3.60 -0.20 0.94 wf3 3.82 3.78 0.04 1.01 wf4 3.72 3.66 0.06 1.02 wf5 3.68 3.72 -0.04 0.99 wf6 3.66 3.84 -0.18 0.95 wf7 3.78 3.28 0.50 1.15 responsiveness and fulfillment rf1 4.22 3.54 0.68 1.19 rf2 4.08 3.62 0.46 1.13 rf3 3.46 3.50 -0.04 0.99 rf4 3.72 3.70 0.02 1.01 rf5 3.42 3.76 -0.34 0.91 customer relationship cr1 3.24 3.60 -0.36 0.90 rata-rata 3.64 3.68 -0.04 berdasarkan hasil, diketahui bahwa masih terdapat gap antara tingkat kepentingan dengan tingkat kenyataan e-service quality yang dirasakan oleh pelanggan. gambar 2 adalah diagram ipa dari hasil penelitian. concentrate here keep up the good work   low priority possible overkill gambar 2 diagram ipa diagram kartesius pada gambar 2 menunjukkan 4 kuadran. pada kuadran i (high importance/low performance): concentrate here, atribut yang jatuh ke dalam kuadran ini merupakan area kunci yang perlu ditingkatkan dengan prioritas utama. atribut yang jatuh pada kuadaran ini meliputi indikator iq1, s1, s2, wf1, dan rf5. pada kuadran ii (high importance/high performance): keep up the good work, semua atribut yang jatuh ke dalam kuadran ini adalah kekuatan dan pilar dari organisasi dan harus menjadi kebanggaan organisasi. atribut yang jatuh pada kuadaran ini meliputi indikator iq2, iq3, wf3, wf5, wf6, dan rf4. pada kuadran iii (low importance/low performance): low priority, atribut yang jatuh ke dalam kuadran ini tidak penting dan tidak menimbulkan ancaman analisis pengaruh e-service …… (hansel jonathan)              111  bagi organisasi. atribut yang jatuh pada kuadran ini meliputi indikator wf2, rf3, dan cr1. pada kuadran iv (low importance/high performance): possible overkill, menunjukkan atribut yang terlalu ditekan oleh organisasi. daripada terus berfokus pada kuadran ini, mereka seharusnya mengalokasikan lebih banyak sumber daya untuk menangani atribut yang ada pada kuadran i. atribut yang jatuh pada kuadran ini meliputi indikator wf4, wf7, rf1, dan rf2. simpulan e-service quality pada website bayubuanatravel.com memiliki pengaruh yang signifikan terhadap customer satisfaction. timbulnya pengaruh tersebut dapat disebabkan oleh pengalaman pelanggan menggunakan website dalam melakukan transaksi pemesan tiket selama ini sehingga pelanggan secara langsung dapat merasakan baik buruknya e-service quality. customer satisfaction memiliki pengaruh yang signifikan terhadap customer loyalty. ini dapat disebabkan karena secara fisik pelanggan sepenuhnya puas terhadap kinerja e-service quality sehingga sudah dapat memengaruhi customer loyalty. e-service quality pada website bayubuanatravel.com memiliki pengaruh yang signifikan terhadap customer loyalty. adanya pengaruh tersebut dapat disebabkan oleh e-service quality yang didapatkan oleh pelanggan mampu untuk dapat memengaruhi customer loyalty. e-service quality dan customer satisfaction secara simultan memiliki pengaruh yang signifikan terhadap customer loyalty. adanya pengaruh secara simultan e-service quality dan customer satisfaction terhadap customer loyalty pelanggan website bayubuanaytravel.com dapat disebabkan karena penilaian pelanggan mengenai e-service quality bayubuanatravel.com telah dapat memengaruhi customer satisfaction, sehingga dapat juga memengaruhi customer loyalty. kemudian, terdapat gap antara tingkat kinerja (kenyataan) dan tingkat kepentingan (harapan) e-service quality pada website bayubuanatravel.com. sebagian besar gap bernilai negatif. ini menunjukkan bahwa kinerja dari e-service quality yang ada belum memenuhi harapan pelanggan. gap dengan nilai negatif tertinggi adalah pada dimensi information quality dalam hal penyediaan informasi yang akurat. saran berbagai perbaikan yang perlu dilakukan oleh perusahaan pada e-service quality adalah pada atribut-atribut yang meliputi informasi yang akurat (benar), website memiliki reputasi yang baik, semua pembayaran terkonfirmasi secara online, website mudah dijalankan/digunakan, dan produk/jasa terkirim sesuai dengan waktu yang telah dijanjikan. hal ini perlu menjadi perhatian bagi perusahaan untuk dilakukan perbaikan, sehingga dapat memenuhi harapan pelanggan terhadap kinerja e-service quality pada website bayubuanatravel.com. pihak pengelola, dalam hal ini pt bayu buana travel, tbk, juga perlu melakukan kontrol terhadap kinerja e-service quality secara berkala agar dapat terus mempertahankan kualitas yang sudah baik dan terus melakukan peningkatan e-service quality yang ada, sehingga dapat memberikan pelayanan yang terbaik bagi pelanggan. daftar pustaka anggraeni, n. m. s. & yasa, n. n. k. (2012). e-service quality terhadap kepuasan dan loyalitas pelanggan dalam penggunaan internet banking. jurnal keuangan dan perbankan, 16(2), 293–306. ariyanto, h. h. (2003). hubungan karakteristik konsumen dalam evaluasi terhadap brand imitation. jakarta: elex media komputindo. 112                     journal the winners, vol. 14 no. 2, september 2013: 104-112  chase, r. b., jacobs, f. r., & aquilano, n. j. (2006). operations management for competitive advantage. 11th ed. new york: mcgraw hill. griffin, j. (2005). customer loyalty: menumbuhkan dan mempertahankan kesetiaan pelanggan. jakarta: erlangga. ho, c. i. & lee, y. l. (2007). the development of an e-travel service quality scale. tourism management, 28(6), 1434–1449. irawan, h. (2003). 10 prinsip kepuasaan pelanggan. jakarta: elex media komputindo. miniwatts marketing group. (2012). internet world stats: usage and population statistics. diakses 27 maret 2013 dari http://www.internetworldstats.com/stats.htm nurulita, z. (2009). dampak kehadiran internet dalam perspektif sosial. diakses 20 januari 2013 dari http://zea-mpr.blogspot.com/2009/11/dampak-kehadiran-internet-dalam.html. siwantara, i. w. (2011). pengaruh nilai pelanggan terhadap kepuasan dan loyalitas pelanggan serta kinerja customer relationship management (studi pada halo corporate pt telkomsel bali). jurnal bisnis dan kewirausahaan, 7(3), 150–161. microsoft word 05_choirul_setting_ok the analysis of financial ….. (choirul anwar) 47 the analysis of financial invoice automation system (ias) based on the effectiveness and efficiency in invoice processing at the procurement department: a case study of company perintis mandiri choirul anwar universitas negeri jakarta jln. rawamangun muka, jakarta 13220 anwar_choirul@yahoo.com abstract financial invoice processing is an important part of company perintis mandiri’s daily business. today, to catch up the advance of technology development, company perintis mandiri has applied a new financial automatic invoice system called ias. the scope of this research is the effectiveness and efficiency issues arose from the conversion of financial invoice processing system, from manual to automatic, and the significant differences between them. the research method used is qualitative method, study case approach. to present an objective data analysis, the writer analyzes the internal control of the financial invoice processing systems with coso theory as the reference, by conducting interviews to the respondents. the writer also analyzes the effectiveness and efficiency between the manual and the automatic system by using a simple numerical measurement. at the end, the result of this research is important to be recognized as an input to develop, maintain, and evaluate the current financial invoice processing system used by company perintis mandiri. keywords: ias, internal control, coso abstrak financial invoice processing is an important part of company perintis mandiri’s daily business. today, to catch up the advance of technology development, company perintis mandiri has applied a new financial automatic invoice system called ias. the scope of this research is the effectiveness and efficiency issues arose from the conversion of financial invoice processing system, from manual to automatic, and the significant differences between them. the research method used is qualitative method, study case approach. to present an objective data analysis, the writer analyzes the internal control of the financial invoice processing systems with coso theory as the reference, by conducting interviews to the respondents. the writer also analyzes the effectiveness and efficiency between the manual and the automatic system by using a simple numerical measurement. at the end, the result of this research is important to be recognized as an input to develop, maintain, and evaluate the current financial invoice processing system used by company perintis mandiri. kata kunci: ias, internal control, coso 48 journal the winners, vol. 12 no. 1, maret 2011: 47-60 introduction an invoice is an itemized statement of goods prepared by the vendor listing in the customer’s name, items sold, sales price, and terms of sale (wild, et al., 2007:332). nowadays, invoice is one of the most important forms of business documentation. it has several important functions, such as: keeping records effortlessly and accurately by identifying sources of income and keep tracking of expenses, showing professionalism of the company by issuing a professional form of invoice to its customers (williams, 2010). before technology has been expanded rapidly, processing an invoice is done with a manual system, starting from the arrival of invoice at the door of the organization until it is posted into the accounting system. sometimes, a manual invoice process can exceed fifteen steps before the final posting is done. but now is different. today, a lot of companies use a more advanced technology in processing the third party invoice, by enabling the automation of invoice processing, from arrival to post. as stated in the ioma’s ap department benchmarks and analysis (2010) “the average company with a low level of automation spends $15.70 to process an invoice, almost 20 times as much as companies with a high level of automation, where the cost is $0.74”. this statement shows that invoice automation system is a need of the business world today and company perintis mandiri has been trying to fulfill this need. manual invoice processing system is a part of company perintis mandiri’s financial invoice processing history. as stated above, to catch up the demand of the business world today, in 2008 company perintis mandiri applied a new automatic invoice system called ias. changes make differences, and differences might cause problems. since financial invoice processing is an important part of company perintis mandiri’s daily business, many aspects are needed to consider with the changes. finding this situation, the writer focuses on the analysis of financial invoice automation system based on the effectiveness and efficiency in invoice processing at procurement department in company perintis mandiri. in its daily business, company perintis mandiri through its finance division handles a lot of types of invoice with various types of payment terms and currencies. to process the invoice until the payment is proceeded, there are several steps to be done accurately and timely manner. those steps are interrelated together as a system run by the finance division. previously, invoices sent to company perintis mandiri were processed with a manual invoice processing system, starting from receiving the invoice, inserting it in the accounting system, conducting the technical approval (for div invoice) or matching process (for liv invoice), and posting it for the next payment process. this manual system was designed as a tool for finance division to process invoices manually. it did not provide an online workflow, which can be accessed by all users of this system, to check the status (progress) of the invoice processing. this condition required all users of this system to get the original copy of the invoices as their basis to do their job in processing the invoices. but today’s condition is different. during the fourth quarter of 2008, company perintis mandiri has implemented a new system for invoice processing named ias (invoice automation system). ias project went live on january 8th 2009 and has changed the way company perintis mandiri processed third party invoices. this project is aiming at reducing the need of paper document circulation and also replacing paper document approval with electronic approval. this research is conducted by the writer to analyze the problems arisen from the invoice system conversion, from manual to automation (ias project). the writer will have a deep discussion about which one, between the manual system and ias, is more effective and efficient for processing invoices, and finding the significant differences between them in processing an invoice. the analysis of financial ….. (choirul anwar) 49 theoretical framework and literature review to make easier in understanding of this research, the theoretical framework of this research can be described as in figure 1. figure 1 theoritical framework according to wild, et al., (2007), an invoice is an itemized statement of goods prepared by the vendor listing in the customer’s name, items sold, sales price, and terms of sale. an invoice is also a bill sent to the buyer from the supplier. from the vendor’s point of view, it is a sales invoice. the buyer (vendee) treats is as a purchase invoice. when receiving a po, the vendor ships the ordered merchandise to the buyer and includes or mails a copy of the invoice covering the shipment to the buyer. the invoice is sent to the buyer’s accounting department where it is placed in the voucher. from the point of view of a seller, an invoice is a sales invoice. from the point of view of a buyer, an invoice is a purchase invoice. the document indicates the buyer and seller, but the term invoice indicates money is owed or owing. in english, the context of the term invoice is usually used to clarify its meaning, such as "we sent them an invoice" (they owe us money) or "we received an invoice from them" (we owe them money). for a relative small nominal transaction, an invoice is used directly as a document to bill the customer while for the nominal corporate transaction, usually equipped with the invoice or receipt. hall (2007, p.231) found that most business entities operate on a credit basis and do not pay for resources until after acquiring them. the time lag between these events splits the procurement process into phases: (1) the physical phase, involving the acquisition of the resource; and (2) the financial phase, involving the disbursement of cash. as a practical matter, these are treated as independent transactions that are processed through separate subsystems. still referring to hall (2007), purchases procedures include the task involved in identifying inventory needs, placing the order, receiving the inventory, and recognizing the liability. 50 journal the winners, vol. 12 no. 1, maret 2011: 47-60 when inventories drop to a predetermined reorder point, a purchase requisition (pr) is prepared and sent to the prepare po function to initiate the purchase process. while procedures will vary from firm to firm, typically a separate pr will be prepared for each inventory item as the need is recognized. this can result in multiple prs for a given vendor. these prs need to be combined into a single pr, which is sent to the vendor. according to hall (2010), a system is a group of two or more interrelated components or subsystems that serve a common purpose. there are six factors that we have to analyze to gain an understanding about a system itself, they are: multiple components, relatedness, system versus subsystem, purpose, system decomposition, subsystem independency. in measuring affectivity of system we may refer to coso determination of internal control which is as stated by rittenberg, et al. (2008). coso defines internal control as: a process, effected by an entity’s board of directors, management, and other personnel, designed to provide reasonable assurance regarding the achievement of objectives in the following categories: (1) reliability of financial reporting, (2) compliance with applicable laws and regulations, and (3) effectiveness and efficiency of operations. furthermore, refer to rittenberg, et al. (2008), there are five components of the internal control process, they are control environment, risk assessment, control activities, information and communication, and monitoring. in evaluating internal control, we may use swot analysis as stated by weihrich (1982). below is the swot matrix analysis (figure 2). figure 2 swot matrix research methodology based on these four factors such as research purpose, research problem, data shall be gathered, and audience, the writer decided to choose qualitative as a proper method to be used to analyze the financial invoice automation system (ias) based on the effectiveness and efficiency in invoice processing at procurement department, company perintis mandiri. refer to the nature of the research problems occurred in this research, the writer decided to use the descriptive analytical design by applying study case approach to analyze the financial invoice automation system (ias) based on the effectiveness and efficiency in invoice processing at procurement department, company perintis mandiri. the analysis of financial ….. (choirul anwar) 51 in this study, the writer observed how an invoice is being processed, start from the arrival of the invoice until the invoice is being paid, through ias, since this is the invoice processing system applied in company perintis mandiri. the data regarding the manual invoice processing system is not gathered with this instrument. related with the internal control, the writer also observe the environment in the finance division, especially the departments interrelated in the invoice process, based on the components of coso internal control. in this study, since the writer must analyze the effectiveness and efficiency of the manual and the automation system in processing an invoice, the writer recognized that the most suitable respondents for this condition is the employees who have the responsibilities to process invoices, start from the invoice arrival until the invoice payment, so they will be capable to give important data and share their experience in processing an invoice with those two systems, based on their own responsibilities. the respondents taken by the writer are as follows: table 1 respondents no participant total 1. procurement department 1 2. clerical admin 1 3. head of accounting department 1 4. coordinator of ap department 1 5. ap supervisor 1 6. clerk accounting admin 1 7. cost controller 1 8. finance invoice approver (user) 1 total of participant 8 the data analysis conducted in this research is divided into three steps: (1) the writer will analyze the effectiveness and efficiency of the manual invoice processing system and ias by using questionnaire with dummy scale. (2) the writer analyzes the internal control by using the coso internal control, integrated framework as the foundation. then, (3) the writer will analyze the swot of the manual invoice processing system using the strategic management concept as the fundamental theory. the reasons of conducting this three-steps analysis are: (1) the effectiveness and efficiency of an operation is one of the objectives to be achieved by coso internal control, integrated framework. this matter is also the focus of this research. this is the reason why coso internal control theory is used by the writer as the basis for analyzing the internal control of these two systems; (2) the strategic management concept is about why a new strategy has to be implemented. finding that company perintis mandiri converted its invoice processing system, from manual to automation, made the writer think that there is supposed to be a reason why company perintis mandiri implemented this system as its new strategy in processing invoices; (3) qualitative research is very close to biased and subjective information, resulting from the data analysis. in order to maintain the validity of the information resulted, the writer will use a simple questionnaire with dummy scale incurred, to compare the effectiveness and efficiency of these two systems in processing invoices. 52 journal the winners, vol. 12 no. 1, maret 2011: 47-60 discussion for getting better view regarding systems in the company perintis mandiri writer try to obtain chart of progress invoices that shows the manual invoice system and automation system. the flow of manual invoice processing system in company perintis mandiri is shown below (figure 3). figure 3 the flow of manual invoice processing system the flow of invoice automation system in company perintis mandiri is shown below (figure 4). figure 4 the flow of invoice automation system the analysis of financial ….. (choirul anwar) 53 such mentioned in the methodology data in this research is deployed from result of spreading questionnaire. the result of the computation questionnaire is shown in table 2. table 2 the result of the computation questionnaire no. questions respondents total of “yes” answer procurement department (1) clerical function (2) coordinator of account payable (3) head department accounting (4) account payable supervisor (5) clerk accounting admin (6) cost control (7) approver (8) yes no yes no yes no yes no yes no yes no yes no yes no a. effectiveness 1. target achievement a. ias processes invoices more precise than mips 7 b. ias processes invoices more accurate than mips 7 c. my department’s target can be achieved easily by using ias than mips 7 d. achievement related invoice processing is increased more by using ias than mips 7 e. evaluation conducted related invoice processing is more decreased by using ias than mips 3 total 31 2. ease of use a. ias has a more detailed procedure than mips (yes no.2.b) 7 b. this procedure makes the use of ias is easier 7 c. ias needs to be understood deeper than mips 6 d. using ias needs more adjustments than mips 3 e. supervisions and trainings regarding invoice processing by using ias is more adequate than mips 4 total 27 3. error caused a. ias has a procedure which regulates actions for doing revision based on mistakes occurred in the process. (yes no.3.b) 6 b. the clarity of this procedure helps more ias users in conducting revisions, compared with mips. 6 c. the mistakes occurred in processing invoices are decreased by using ias, compared with mips. 6 d. checking and correcting of mistakes can be done easier by using ias than mips 7 54 journal the winners, vol. 12 no. 1, maret 2011: 47-60 table 2 the result of the computation questionnaire (continued) no. questions respondents total of “yes” answer procurement department (1) clerical function (2) coordinator of account payable (3) head department accounting (4) account payable supervisor (5) clerk accounting admin (6) cost control (7) approver (8) yes no yes no yes no yes no yes no yes no yes no yes no e. mistakes occurred during the invoice process can be prevented and accommodated better by using ias than mips 6 total 31 4. fraud risk a. ias requires invoice processing through several steps. 7 b. steps in ias are more accessible than mips 7 c. by using ias, every user can send notification or warning easier to another user if the invoice processing is stopped or interrupted. 6 d. ias visibility in processing invoices makes all users are more careful in doing their jobs. 5 e. ias has capacity to decrease the fraud risk in processing invoices 6 total 31 5. risk of losing invoices a. with ias, the load of using original invoices is decreased, compared with mips. (yes no.3.b) 7 b. with ias, the level of original invoice usage is decreased very significant, compared with mips. 6 c. with ias, the risk of losing original invoice during the invoice processing is decreased, compared with mips. 7 d. with ias, the risk of losing original invoice during the invoice processing is decreased significantly. 6 e. with ias, the company’s commitment to maintain its integrity in processing invoices manually can be more proven, compared with mips. 8 total 34 total 21 4 19 6 22 3 20 5 12 13 23 2 22 3 16 9 the analysis of financial ….. (choirul anwar) 55 table 2 the result of the computation questionnaire (continued) no. questions respondents total of “yes” answer procurement department (1) clerical function (2) coordinator of account payable (3) head department accounting (4) account payable supervisor (5) clerk accounting admin (6) cost control (7) approver (8) yes no yes no yes no yes no yes no yes no yes no yes no b. efficiency 1. time usage a. with ias, the time needed to process invoices becomes shorter, compared with mips. 7 b. with ias, the time used for transferring invoices to another user for further process is decreased significantly, compared with mips. 6 c. with ias, the time used to remind another user regarding the invoice processing progress is decreased significantly, compared with mips. 7 d. with ias, the time used to find invoices needed is decreased significantly, compared with mips. 8 e. with ias, the time used to file the invoices is decreased significantly, compared with mips. 5 total x 2. effort a. with ias, the effort needed to process invoices is not as big as when we use mips. 7 b. with ias, the effort used for transferring invoices to another user for further process is decreased significantly, compared with mips. 6 c. with ias, the effort given to remind another user regarding the invoice processing progress is decreased significantly, compared with mips. 6 d. with ias, the effort given to find invoices needed is decreased significantly, compared with mips. 7 e. with ias, the effort given to file the invoices is decreased significantly, compared with mips. 7 total 33 56 journal the winners, vol. 12 no. 1, maret 2011: 47-60 table 2 the result of the computation questionnaire (continued) no. questions respondents total of “yes” answer procurement department (1) clerical function (2) coordinator of account payable (3) head department accounting (4) account payable supervisor (5) clerk accounting admin (6) cost control (7) approver (8) yes no yes no yes no yes no yes no yes no yes no yes no 3. document storage a. with ias, filing documents is more orderly, compared with mips. 6 b. with ias, filing documents is more manageable, compared with mips. 6 c. with ias, the space used to file documents is very less than when we use mips. 4 d. with ias, finding invoices needed is very much easier, compared with mips. 8 e. with ias, the physical condition of the invoices is better than when we use mips. 7 total 31 4. technology a. with ias, users need more monitor to support their job performance, compared with mips. 4 b. with ias, users need more software to support their job performance, compared with mips. 8 c. with ias, users need more printer to support their job performance, compared with mips. 2 d. with ias, users need more scanner to support their job performance, compared with mips. 8 e. with ias, users need more supervision in operating the facilitations given by the company, compared with mips. 5 total 27 5. easy to use a. with ias, the invoice processing status can be accessed easier, compared with mips. 8 b. with ias, the data related with the invoices need can be accessed easier, compared with mips. 8 the analysis of financial ….. (choirul anwar) 57 table 2 the result of the computation questionnaire (continued) no. questions respondents total of “yes” answer procurement department (1) clerical function (2) coordinator of account payable (3) head department accounting (4) account payable supervisor (5) clerk accounting admin (6) cost control (7) approver (8) yes no yes no yes no yes no yes no yes no yes no yes no c. with ias, manual invoice inputting process is decreased, compared with mips. (yes no. 5.d.) 7 d. with ias, the load of manual invoice inputting process is decreased significantly. 8 e. with ias, users can accessed invoices needed faster, compared with mips. 7 total 38 total 19 6 21 4 22 3 19 6 22 3 24 1 20 5 15 10 scoring : yes = 1 ; no = 1 based on the questionnaire computation, the analysis will be divided into effectiveness and efficiency. effectiveness for effectiveness, there is no established standard to measure the level of effectiveness. however, the writer should measure the data analysis based on an established standard. therefore, the writer held a discussion with the writer and the management, then company perintis mandiri decided that the minimum percentage required to represent the effectiveness of its financial invoice processing system is 80% from yes answer. so in this case, the 80% represents 20 answer, proven by the computation of 80 % x 25 = 20. the result shown that as in table 3. table 3 the result of effectiveness respondent 1 respondent 2 respondent 3 respondent 4 respondent 5 respondent 6 respondent 7 respondent 8 ratio (yes : no) 21 : 4 19 : 6 22 : 3 20 : 5 12 : 13 23 : 2 22 : 3 16 : 9 based on the standard agreed, that writer can take analysis that from eight respondents related with the invoice processing system internally, there are five respondents who agreed that ias is more effective than manual invoice processing system. efficiency for effectiveness, included in the discussion mentioned above, company perintis mandiri decided that the minimum percentage required to represent the efficiency of its financial invoice processing system is also 80% from yes answer. so in this case, the 80% represents 20 answer, proven by the computation of 80 % x 25 = 20. the result shown that as in table 4. 58 journal the winners, vol. 12 no. 1, maret 2011: 47-60 table 4 the result of efficiency respondent 1 respondent 2 respondent 3 respondent 4 respondent 5 respondent 6 respondent 7 respondent 8 ratio (yes : no) 19 : 6 21 : 4 22 : 3 19 : 6 22 : 3 24 : 1 20 : 5 15 : 10 based on the standard agreed, that writer can take analysis that from eight respondents related with the invoice processing system internally, there are also different five respondents who agreed that ias is more efficient than manual invoice processing system. there has to be a reason why ias is implemented as a new financial invoice processing system in the finance department. there has to be a bottom line why ias was implemented as a new financial invoice processing strategy. in this section, the writer will try to make a swot analysis of the manual invoice processing system. table 5 swot analysis of the manual invoice processing system internal external strengths • the assurance gotten because the data inputted is based on strong reliance on the original copy of financial invoices during the financial invoice processing • it does not require an advanced software or a big scanner to process financial invoices weaknesses • according to map (2009, p. 12, cited in www.accountspayable360.com) : high cost of processing invoice weak internal control high human error capture less discounts • high usage of time and effort for finding financial invoices needed, transferring financial invoices need to be processed, and reminding for the next user of the system to continue the financial invoices processing. • less visibility in accessing the status of the financial invoice processing opportunities most of the third parties (vendor) send their invoices in form of paper. the financial invoice processing is basically can be done manually. trying to process financial invoices accurately and timely manner based on the procedures. threats high risk of losing original copy of financial invoices during the financial invoice process. sending the financial invoices to the next user with a receipt, which needs to be signed, as approve that he/she has received the invoices. by implementing a new strategy that can decrease the high cost of processing financial invoices, overcome a strong internal control, decrease human error, capture more discount, less usage of time and effort to find financial invoices needed, transferring financial invoices need to be processed, and reminding for the next user of the system to continue the financial invoices processing, high visibility of invoice processing status, and decrease the risk of losing the original copy of financial invoices during the process. the analysis of financial ….. (choirul anwar) 59 conclusion conclusion based on the data analysis in, the writer came up with some conclusions. ias is more effective than manual invoice processing system, which means from (1) the internal control side, yes, ias is more effective than the manual invoice processing system. because, ias provides a better internal control by increasing the visibility and transparency of invoice processing. nonetheless, there are still several weaknesses insight, such as the segregation of duties is not very tight (some departments sometimes still work in team-work). but, applying ias makes each employee related with the financial invoice processing has more limitation segregated automatically in the system; (2) from the numerical comparison, yes, it is more effective, because most of the respondents’ answers show that ias is more effective for them in doing their job. ias is more efficient than manual invoice processing system, which means (1) from the internal control side, yes, ias is more efficient than the manual invoice processing system. related with the effectiveness explanation, applying ias makes each employee related with the financial invoice processing has more limitation segregated automatically in the system, so it decreases the time used and effort given to do the same job; (2) from the numerical comparison, yes, it is more efficient, because most of the respondents’ answers show that ias is more effective for them in doing their job. the significant differences between ias and manual invoice processing system are: (1) in terms of effectiveness, the most significant difference between ias and manual invoice processing system is the “risk of losing invoices”, shown by the highest total of yes answer, which is 34 answers; (2) in terms of efficiency, the most significant difference between ias and manual invoice processing system is the “easy to use”, shown by the highest total of yes answer, which is 38 answers. recommendation based on the conclusion taken above, the writer recommends company perintis mandiri to keep applying, developing, and evaluating ias as the invoice processing system used in finance division, company perintis mandiri, by: (1) keep using ias to help the employees in the finance division to process incoming invoices; (2) discussing any difficulties occured during the process with the responsible hierarchy (coordinator or head of the department); (3) conducting an evaluation meeting (done by each department included in the invoice processing) about the achievement of its goals related with the invoice processing with ias and applying the solution; (4) buliding a good cooperation with the it department (method department in company perintis mandiri). since ias is built from computerized system and software, which is not the major competency had by the employees in finance division, it is important to build a good cooperation with the it department. because, if there are difficulties related with the system or other components in the it field, the finance department can communicate it easier to the it department and find the best solution which can accomodates the needs of both departments. 60 journal the winners, vol. 12 no. 1, maret 2011: 47-60 references hall, j. a. (2007). accounting information systems (5th ed.). usa: thomson south-western. ioma (2010). ap department benchmarks and analysis 2010 report. greenwich, connecticut: institute of finance and management. rittenberg, l.e., schwieger, b. j., & johnstone, k. m. (2008). auditing, a business risk approach (6th ed.). usa: thomson south-western. weihrich, h. (1982). the tows matrix a tool for situational analysis, journal of long range planning, vol. 15, no. 2. wild, j. j., larson, k. d., & chiappetta, b. (2007). fundamental accounting principle (18th ed.). usa: mcgraw-hill. microsoft word 05_edy supriyadi_setting.doc percobaan ekonomi .....(edy supriyadi) 43 percobaan ekonomi untuk mengkaji pengaruh informasi serta jumlah penjual dan pembeli dalam transaksi pasar edy supriyadi universitas pancasila, jln. srengseng sawah jagakarsa, jakarta selatan 12640 abstract perfect competition (pps) is the most ideal market structure because this market system is considered will ensure the realization of activities producing goods and services with very high efficiency compared to other market structures such as monopoly. due to its benefits for sellers and buyers, economists often wish for the creation of perfect competition. in the pattern of transactions in everyday life, there are many market transactions commonly encountered, such as decentralized systems (dt), and double auction (da). this paper presents the use of experimental methods to study the characteristics of both systems the transaction is in a "perfect competition” (5 sellers and 5 buyers' and market monopoly (with 1 seller and 5 buyers). responses observed are contract price (cp), market efficiency, cp diversity coefficient on the price balance, buyer surplus and seller surplus. from the experimental results can be seen that the average contract price (cp) during 5 experimental periods that the value of cp at perfect competition market is smaller than the monopoly market. from efficiency levels between transactions type it can be seen that the double auction type of transaction is more efficient than with the decentralization type of transaction. keywords: economic experiment, information influence, market transaction abstrak pasar persaingan sempurna (pps) merupakan struktur pasar yang paling ideal karena dianggap sistem pasar ini akan menjamin terwujudnya kegiatan memproduksi harang-barang dan jasa-jasa yang sangat tinggi efisiensinya dibandingkan dengan struktur pasar yang lain seperti monopoli. karena sifatnya menguntungkan bagi penjual dan pembeli, seringkali para ekonom mengharapkan terciptanya pasar persaingan sempurna. pola transaksi dalam kehidupan sehari dan, ada berbagai transaksi pasar yang biasa ditemui. diantaranya adalah sistem desentralisasi (dt), double auction (da). makalah ini menyajikan penggunaan metode percobaan untuk mengkaji karakteristik kedua sistem transaksi tersebut dalam “pasar persaingan sempurna (5 penjual dan 5 pembeli” dan pasar monopoli (dengan 1 penjual dan 5 pembeli). respon yang diamati yaitu contract price (cp), efisiensi pasar, koefisien keragaman cp terhadap harga keseimbangan, surplus pembeli dan surplus penjual. dari hasil percobaan dapat dilihat bahwa rata-rata contract price (cp) selama 5 periode percobaan terdapat bahwa nilai cp pada pasar persaingan sempurna lebih kecil dibandingkan dengan pasar monopoli. tingkat efisiensi antar tipe transaksi terlihat bahwa tipe transaksi double auction lebih efisien dibandingkan dengan tipe transaksi desentralisasi. kata kunci: percobaan ekonomi, pengaruh informasi, transaksi pasar 44 journal the winners, vol. 11 no. 1, maret 2010: 43-54 pendahuluan pasar persaingan sempurna (pps) merupakan struktur pasar yang paling ideal karena dianggap sistem pasar ini akan menjamin terwujudnya kegiatan memproduksi harang-barang dan jasajasa yang sangat tinggi efisiensinya dibandingkan dengan struktur pasar yang lain seperti monopoli. karena sifatnya menguntungkan bagi penjual dan pembeli, seringkali para ekonom mengharapkan terciptanya pasar persaingan sempurna. namun, dalam beberapa buku teks ekonomi, dinyatakan bahwa syarat-syarat yang harus dipenuhi bagi terbentuknya pasar persaingan sempurna adala jumlah pembeli dan jumlah penjual banyak; adanya kebebasan bagi pelaku ekonomi keluar-masuk pasar; produk yang dipasarkan homogen; dan informasi yang sempurna, artinya para pembeli dan penjual mengetahui tentang keadaan pasar yaitu tingkat harga yang berlaku dan perubahan-perubahan hargaharga tersebut. pasar monopoli merupakan struktur pasar, di mana terdapat hanya seorang penjual atau produsen dengan banyak pembeli. adapun sifat-sifat pasar monopoli adalah jumlah penjual hanya satu dengan banyak pembeli, kecenderung harga ditentukan oleh penjual saja, pembeli hanya berlaku sebagai price-taker, dan produk yang dipasarkan hanya satu macam. masalahnya di sini adalah apakah untuk mewujudkan kondisi pasar persaingan sempurna harus memenuhi keempat syarat di atas, atau mungkin ada suatu syarat yang jika dipenuhi sudah cukup memenuhi karakteristik pasar persaingan sempurna (sufficient condition). pola transaksi dalam kehidupan sehari dan ada berbagai transaksi pasar yang biasa ditemui, di antaranya adalah sistem desentralisasi (dt), double auction (da). transaksi pasar yang sering ditemui adalah sistem desentralisasi. dalam sistem mi pembeli dan penjual bebas dan aktif mencari pasangannya untuk melakukan tawar menawar harga atas suatu barang dagangan. sistem transaksi ini agak tertutup karena semua informasi tentang penawaran penjual (offers), permintaan pembeli (bids) dan harga yang disepakati (contract price) tidak diketahui oleh semua pelaku pasar atau publik. sedangkan sistem double auction merupakan sistem pelelangan 2 arah, yaitu semua penjual dan pembeli sama-sama melakukan tawar menawar harga terhadap suatu barang sehingga semua informasi diketahui oleh publik atau semua penjual dan pembeli dalam pelelangan tersebut. penelitian ini menyajikan penggunaan metode percobaan untuk mengkaji karakteristik kedua sistem transaksi tersebut dalam “pasar persaingan sempurna” (5 penjual dan 5 pembeli dan pasar monopoli, dengan 1 penjual dan 5 pembeli). respon yang diamati, yaitu contract price (cp), efisiensi pasar, koefisien keragaman cp terhadap harga keseimbangan, surplus pembeli, dan surplus penjual. keterangan mengenai respon dan cara menghitungnya dapat dilihat dalam lampiran. pokok permasalahan dalam penelitian ini adalah sebagai berikut (1) bagaimana performance tipe pasar (pps dan mo) dengan tipe transaksi (dt dan da) dengan nilai ukur contract price, efisiensi, surplus konsumen, surplus produsen, dan variance; (2) apakah terdapat perbedaan rata-rata contract price antara tipe pasar (pps dan mo) serta antara tipe transaksi (dt dan da); (3) apakah terdapat interaksi antara tipe pasar dengan tipe transaksi. percobaan ekonomi versus survei adalah sebagai berikut. dalam beberapa hal, untuk menyelidiki hubungan sebab akibat sering tidak dapat dilakukan dengan cara survei atau pengamatan langsung. sebagai ilustrasi, penulis sajikan cerita sindiran antara monetris dan keynessian yang ditulis oleh edward leamer, penulis buku study econometrics, yang pernah menulis artikel “let’s take the con of econometrics” pada jurnal american economic review yang sempat menggegerkan para pakar ekonometrika. dalam artikel tersebut, leamer menyindir monetrais dan keynessian menggunakan cerita perumpamaan yang menarik tentang ‘kaum luminish (ahli cahaya) vs kaum aviophile (ahli perburungan)’. percobaan ekonomi .....(edy supriyadi) 45 dalam cerita leamer “kaum luminist dan kaum pecinta burung terlibat pada perdebatan tentang hasil suatu tanaman yang tumbuh di bawah pohon yang sering dihinggapi oleh burung. kaum luminist percaya bahwa hasil pohon yang tinggi tersebut disebabkan karena pohon menerima intensitas cahaya yang baik karena ada pohon rindang di atasnya. sementara itu, kaum pecinta burung percaya bahwa hasil tanaman yang tinggi tersebut disebabkan oleh burung yang hinggap di atas pohon tersebut, kemudian membuang kotorannya sehingga menyuburkan tanah dan akhirnya tanaman tersebut hasilnya lebih baik dibandingkan tanaman yang lainnya. jika kita tertarik untuk membuktikan apakah kaum luminist yang benar atau kaum pecinta burung yang benar atau kedua-duanya benar atau malahan kedua-duanya salah (karena bisa jadi hasil tanaman yang lebih baik, bukan disebabkan oleh tumbuhan yang bisa memberikan intensitas cahaya yang baik dan kotoran burung, tetapi karena faktor lain), maka kita harus punya bukti, fakta, atau data. pembuktian dengan teori pun tidak berhasil menyimpulkan siapa yang benar dan siapa yang salah karena teori yang dipahami saat itu adalah “kalau tanaman diberi pupuk kotoran burung tanaman tersebut akan subur“ dan “kalau tanaman tersebut diberikan intensitas cahaya yang baik, maka tanaman juga akan subur”. pertanyaannya adalah mungkinkah bukti atau fakta atau data tersebut dapat diperoleh dengan cara survei atau mengobservasi?. teknik survei apakah memungkinkan kita untuk memperoleh bukti bahwa kaum luminist atau kaum aviophile yang benar atau kedua-duanya benar?. jika kita dapat memperoleh amatan ada tanaman di bawah pohon tanpa ada burung yang hinggap dan kita amati hasilnya serta memperoleh amatan tanaman yang hanya diberi kotoran burung serta amatan tanaman yang ada pohonnya dan dihinggapi burung yang mengeluarkan kotorannya. untuk memperoleh amatan keadaan yang demikian sungguh sangat sulit apalagi kalau disyaratkan tanahnya harus sama, iklimnya sama dan faktor-faktor lainnya dianggap sama. usaha tersebut akan mendekati kemustahilan, bukan?. dengan merancang percobaan, bukti atau fakta atau data tersebut dapat digali. oleh karena itu, perancangan percobaan menjadi alternatif dalam membangkitkan data atau fakta. percobaan yang dimaksud adalah kita membuat model tiruan untuk fenomena di atas di dalam laboratorium dengan beberapa modifikasi. pertama, kita membuat keadaan yang mirip dengan keadaan di atas laboratorium, yaitu membuat satuan percobaan dengan menanam tanaman, kemudian di sampingnya kita berikan (tanaman) pohon yang besar yang dapat menyaring intensitas cahaya, tetapi kita isolasikan sehingga burung tidak bisa hinggap pada pohon yang besar tersebut. kedua, kita membuat satuan percobaan dengan tanaman tanpa pohon yang besar tersebut, kemudian tanaman tersebut kita pupuk dengan kotoran burung yang sering menghinggapi pohon yang besar tadi. karena percobaan ini dilakukan di laboratorium, maka faktor-faktor lain antar satuan percobaan dianggap sama, yaitu kesuburuan tanahnya sama, pemberian irigasinya sama, pestisidanya juga sama, dan faktor iklim juga sama. ketiga, kita membuat satuan percobaan sebagai kontrol, yaitu menanam tanaman tanpa ada pohon dan tanpa kotoran burung. dalam hal ini, kita telah melakukan percobaan untuk membuktikan apakah hasil tanaman yang lebih baik disebabkan oleh karena pohon yang ada di sebelah tanaman atau karena kotoran burung yang hinggap di atas pohon tersebut. jika hasil tanaman pada satuan percobaan pertama lebih baik daripada satuan percobaan kedua dan ketiga, sementara hasil satuan percobaan kedua dan ketiga tidak berbeda nyata, maka kita akan cenderung menyimpulkan bahwa hasil tanaman yang lebih baik disebabkan karena ada pohon yang dapat mengatur intensitas cahaya. dalam hal ini, kita cenderung menerima pendapat kaum luminist. tetapi, jika hasil satuan percobaan kedua lebih tinggi daripada satuan percobaan pertama dan ketiga, sementara satuan percobaan pertama hasilnya sama dengan satuan percobaan ketiga, maka kita akan cenderung menerima pendapat kaum pecinta burung, yaitu bahwa hasil tanaman yang lebih baik disebabkan karena kotoran burung yang hinggap di atas pohon tersebut. 46 journal the winners, vol. 11 no. 1, maret 2010: 43-54 sampai di sini kita telah menguji dugaan kaum luminist dan kaum pecinta burung dengan melakukan percobaan. tetapi, apakah dengan satu satuan percobaan (satu data) tersebut kita sudah yakin dengan kesimpulan tersebut?. berapa tingkat keyakinan kita untuk menerima atau menolak pendapat kaum luminist atau kaum pecinta burung?. oleh karena itulah, agar percobaan kita dapat diukur tingkat keyakinannya dan dapat dievalusai dengan peluang, maka percobaan tersebut memerlukan ulangan (replication) dan dilakukan dengan proses pengacakan. tabel 1 perbedaan metode survei dan metode percobaan metode survei metode percobaan • peneliti tidak memiliki kendali dalam pengumpulan data, kecuali dalam menentukan faktor yang diamati dan memeriksa ketelitiannya • perubahan yang terjadi pada respons sulit diketahui penyebabnya, karena mungkin disebabkan oleh faktor yang tidak diamati atau bahkan sebenarnya belum diketahui oleh penelitinya, sehingga tidak kuat untuk menerangkan hubungan sebab akibat • telaahnya biasanya bersifat enumeratif yaitu bertujuan untuk menduga nilai agregat populasi • peneliti memiliki keleluasaan untuk melakukan pengawasan terhadap sumber-sumber keragaman data • dapat menciptakan jenis perlakuan yang diinginkan kemudian mengamati perubahanperubahan yang terjadi pada responnya • jadi telaahannya dapat bersifat analitik, yang bertujuan untuk menjelaskan hubungan sebab akibat antar berbagai faktor untuk menjelaskan kelebihan dan kekurangan dari antara percobaan dengan survei dapat diberikan ilustrasi sebagai berikut: “misalkan saja kita ingin melihat apakah ada perbedaan efektivitas antara 2 jenis pengobatan a dan b”. dengan metode percobaan, pasien-pasien yang memenuhi syarat dikelompokkan menjadi 2 grup yang berbeda dengan prosedur pengacakan sehingga masing-masing pasien mendapat kesempatan yang sama untuk menerima salah satu jenis pengobatan. selanjutnya, diusahakan agar supaya lingkungan maupun perawatan yang diterima setiap pasien relatif seragam, kecuali jenis pengobatan yang dijadikan sebagai treatment. apabila kemudian ditemukan ada perbedaan waktu kesembuhannya (dengan analisis yang sesuai), maka terdapat alasan untuk meyimpulkan kesembuhannya dipengaruhi oleh cara pengobatannya. dengan metode survei (observasi), kita hanya mengamati sejumlah pasien yang diberi atau mengakui menerima pengobatan jenis tertentu tanpa usaha-usaha pengawasan selanjutnya. seandainya terdapat perbedaan dalam waktu kesembuhannya, agak sulit untuk menyimpulkan apakah hal ini benar-benar disebabkan oleh perbedaan jenis pengobatan karena mungkin banyak faktor lain yang ikut berperan dalam proses penyembuhan karena dalam metode ini tidak diperhatikan dengan baik. dibandingkan dengan metode survei, pengumpulan data dengan metode percobaan ekonomi mempunyai beberapa kelebihan, di antaranya (1) peneliti mempunyai keleluasaan untuk melakukan pengawasan terhadap lingkungan atau sumber-sumber keragaman data (control), (2) dapat menciptakan jenis perlakuan yang diinginkan, kemudian mengamati perubahan-perubahan yang terjadi pada responnya, (3) telaahannya bersifat analitik, yang bertujuan untuk menjelaskan hubungan sebab akibat berbagai faktor, (4) replicibility, yaitu kemudahan untuk ditiru. hal ini menunjukkan bahwa peneliti lain dapat melakukan kembali percobaan yang sama dan dengan cara yang sama pula dapat menguji temuan-temuan atau kesimpulan yang telah ada. bagaimana percobaan ekonomi dilakukan dapat dijelaskan sebagai berikut. dari kuliah-kuliah ekonomi mikro, kita menyadari bahwa sistem ekonomi mikro merupakan suatu landasan pemahaman kosep ekonomi yang lengkap, sederhana, namun juga memadai untuk memahami fenomena ekonomi dunia nyata yang sangat kompleks. di dalam dunia nyata yang kompleks tersebut, ilmu ekonomi mikro menemukan sekelompok para agen ekonomi (produsen, pedagang, dan konsumen) beserta institusi-institusinya (sistem aturan pertukaran barang dan jasa, di mana melalui institusi ini para agen percobaan ekonomi .....(edy supriyadi) 47 berinteraksi, yaitu para pembeli, pedagang (penjual), dan produsen beroperasi dalam kedaan pasar tertentu. percobaan ekonomi dapat dilaksanakan dengan meniru fenomena ekonomi tersebut dengan merekayasa suatu percobaan, yang terdiri dari para agen dan institusinya serta sistem reward yang dapat memunculkan (meng-induced) karakteristik pelaku ekonomi tertentu sehingga karakteristik bawaannya menjadi tidak relevan. percobaan ekonomi memerlukan seni dan ilmu rekayasa tersendiri agar fenomena ekonomi tersebut dapat ditelaah seperti keadaan dunia nyata (riil). induced value theory digunakan untuk memunculkan karakteristik pelaku ekonomi tertentu sehingga karakteristik bawaannya menjadi tidak relevan. prinsip induce value theory yang digunakan adalah (1) monotonicity, yaitu mempengaruhi subjek penelitian agar lebih menyukai imbalan yang terbesar dan tidak pernah merasa puas akan imbalan yang mereka peroleh. kondisi ini dapat dengan mudah dipenuhi dengan cara memberikan imbalan dalam bentuk uang; (2) salience, yaitu memberikan imbalan kepada subjek penelitian tergantung kepada tindakan mereka (serta pelaku lain) yang sesuai dengan peraturan yang ada (aturan mainnya direkayasa sedemikian rupa imbalan tergantung pada tindakan subjek penelitian); (3) dominance, yaitu adanya dominasi kepentingan subjek penelitian di dalam percobaan, di mana mereka lebih mengutamakan imbalan dan mengabaikan hal-hal lainnya. friedman dan sunder (1994) mengemukakan bahwa percobaan ekonomi dilakukan di dalam lingkungan yang terkontrol sehingga jika terjadi perbedaan respon memang karena disebabkan oleh perbedaan perlakukan (treatment), bukan dari sebab yang lainnya. lingkungan ekonomi yang dimaksud terdiri dari pelaku-pelaku ekonomi beserta aturan-aturan atau institusi sebagai tempat berinteraksi antar pelaku ekonomi. pelaku ekonomi mungkin sebagai pembeli dan penjual, dan institusinya mungkin merupakan tipe pasar tertentu. contoh lain dalam bidang politik, misalnya pemilih sebagai pelaku dan aturan mayoritas sebagai suatu intitusi. metode penelitian bahan yang digunakan adalah produk jeruk, yang terdiri jeruk i dan jeruk ii, di mana harga jeruk i lebih murah dengan harga jeruk ii. sebagai percobaan, dipergunakan dalam penelitian ini adalah data hasil percobaan ekonomi dengan melibatkan 32 orang mahasiswa sebagai pelaku percobaan (experimental unit), yang dibagi dalam 4 kelompok percobaan ekonomi (kombinasi perlakuan). pertama, sebanyak 10 orang dipilih secara ‘acak’ siapa yang menjadi penjual (5 orang) dan siapa yang menjadi pembeli (5 orang), kemudian mereka melakukan simulasi percobaan elconomi dengan aturan sistem ’desentialisasi’ sebanyak 5 kali (periode). perlakuan ini dinotasikan sebagai ppsdt. kedua, sebanyak 10 orang dipilih secara ‘acak’ siapa yang menjadi pembeli (5 orang) dan siapa yang menjadi pembeli (5 orang), kemudian mereka melakukan simulasi percobaan ekonomi dengan aturan sistem double auction sebanyak 5 kali (periode). perlakuan ini dinotasikan sebagai pps-da. ketiga, sebanyak 6 orang dipilih secara acak’ siapa yang menjadi penjual (1 orang) dan siapa yang menjadi pembeli (5 orang), kemudian mereka melakukan simulasi percobaan ekonomi dengan aturan sistem ’desentralisasi’ sebanyak 5 kali (periode). perlakuan ini dinotasikan sebagai mo-dt. keempat, sebanyak 6 orang dipilih secara ‘acak’ siapa yang menjadi penjual (1 orang) dan siapa yang menjadi pembeli (5 orang), kemudian mereka melakukan simulasi percobaan ekonomi dengan aturan sistem double auction sebanyak 5 kali (periode). perlakuan mi dinotasikan sebagai mo-da. dari gambaran perancangan percobaan di atas, dapat dinyatakan bahwa faktor-faktor yang akan dilihat pengaruhnya terhadap respon percobaan adalah (1) jumlah penjual yang terdiri atas 2 taraf, yaitu 5 orang penjual (pps dan 5 orang penjual (mo); (2) sistem transaksi yang terdiri atas taraf, yaitu desentralisasi (dt) dan double auction (da). 48 journal the winners, vol. 11 no. 1, maret 2010: 43-54 masing-masing penjual dari tiap kelompok percobaan ekonomi di atas diberikan unit cost untuk barang yang akan dijualnya. demikian juga, masing-masing pembeli dari tiap kelompok percobaan ekonomi di atas diberikan unit value untuk barang yang akan dibelinya. kumpulan nilai unit cost yang dipegang oleh para penjual di tiap kelompok percobaan akan membentuk suatu kurva penawaran teroritis, dan kumpulan nilai unit value yang dipegang oleh para pembeli di tiap kelompok percobaan akan membentuk suatu kurva permintaan teroritis. kedua kurva teoritis ini dapat dilihat pada gambar 1. jika kondisi pasar persaingan sempurna, maka respon harga keseimbangan teoritis (hkt) akan dicapai pada harga rp 550, dan jumlah transaksi (q) sebanyak 7 atau 8 barang. dalam percobaan ini, akan dikaji bagaimana repon atau karateristik dari 6 kelompok percobaan (kombinasi perlakuan) tersebut. jalannnya percobaan percobaan yang dilakukan oleh kelompok mahasiswa s3 jurusan pwd tahun 2003/2004 telah dilaksanakan pada tanggal 6 april 2004, bertempat di fakultas ekonomi, universitas ibnu khaldun sesuai dengan instruksi percobaan dalam lampiran 1 dan lampiran 2. subjek penelitian menggunakan 32 responden sebagai pelaku percobaan. pelaksanaan percobaan adalah sebagai berikut. pertama, percobaan untuk pasar persaingan sempurna dan double auction, yaitu (1) peserta yang terdiri dari 5 penjual dan 5 pembeli setelah menempati tempat duduknya masing-masing di dalam ruangan kelas (penjual dan pembeli dalam ruangan yang sama), dipersilahkan membaca dan memahami lembar instruksi percobaan yang diberikan oleh peneliti, masing-masing pembeli dan penjual diberi nomor identitas; (2) peneliti atau yang membantu penelitian menjelaskan instruksi percobaan kepada peserta, hal-hal yang tidak dimengerti oleh peserta harus ditanyakan langsung kepada peneliti atau yang membantu penelitian; (3) penjual mengisi unit cost dan pembeli mengisi unit value sesuai jenis barang yang akan ditawarkan. dalam hal ini adalah 2 buah jeruk (jeruk i dan jeruk ii) pada lampiran yang telah disediakan dengan dibantu oleh peneliti, dengan dipandu oleh peneliti; (4) penjual dipersilahkan membuka percobaan dengan cara mengisi besar harga tawaran pada lembar keputusan penjual (lampiran 1), begitu juga pembeli; (5) penjual pertama dipersilahkan untuk menawarkan harga barang yang sedang ditawarkan (barang i atau ii) sesuai dengan aturan percobaan; (6) proses transaksi dimulai, para pembeli dipersilahkan untuk membeli sebuah unit barang (apabila ia ingin membeli unit barang), dengan cara mengangkat tangan dan menyebutkan harga penawaran yang diinginkan. dalam hal ini, pembeli yang mengangkat tangan terlebih dahulu mendapat kesempatan, selanjutnya pembeli berikutnya hingga transaksi terjadi atau sampai pada pembeli terakhir; (7) jika tidak terjadi transaksi, maka dilanjutkan dengan penawaran penjual kedua dan seterusnya hingga penjual kelima lalu kembali ke langkah 6; (8) setiap terjadi transaksi harga, maka pembeli dan penjual harus menulis pada lampiran harga transaski tersebut; (9) terakhir, penjual dan pembeli dipersilahkan menghitung pendapatannya masing-masing dalam periode tersebut, yaitu dengan mengisi/menghitung besar keuntungan yang diperoleh pada setiap transaksi. kedua, percobaan untuk pasar persaingan sempurna dan disentralisasi, yaitu (1) peserta yang terdiri dari 5 penjual dan 5 pembeli setelah menempati tempat duduknya masing-masing di dalam ruangan kelas (penjual dan pembeli dalam ruangan yang terpisah atau ada pembatas antara kelompok pembeli dan kelompokn penjual), dipersilahkan membaca dan memahami lembar instruksi percobaan yang diberikan oleh peneliti. masing-masing pembeli dan penjual diberi nomor identitas; (2) peneliti atau yang membantu penelitian menjelaskan instruksi percobaan kepada peserta. hal-hal yang tidak dimengerti oleh peserta harus ditanyakan langsung kepada peneliti atau yang membantu penelitian; (3) penjual mengisi unit cost dan pembeli mengisi unit value sesuai jenis barang yang akan ditawarkan. dalam hal ini adalah 2 buah jeruk (jeruk i dan jeruk ii) pada lampiran yang telah disediakan, dengan dibantu dan dipandu oleh peneliti; (4) penjual dipersilahkan membuka percobaan dengan cara mengisi besar harga tawaran pada lembar keputusan penjual (lampiran 1), begitu juga pembeli; (5) penjual percobaan ekonomi .....(edy supriyadi) 49 pertama atau penjual dan dipersilahkan untuk menawarkan harga barang yang sedang ditawarkan (barang i atau ii ) sesuai dengan aturan percobaan; dan (6) proses transaksi dimulai dengan penjual pertama atau penjual-n/berikutnya mendatangi para pembeli dengan menawarkan barang (i atau ii tergantung proses percobaan) dimulai dengan pembeli i. selanjutnya akan terjadi tawar menawar harga barang. jika terjadi transaksi, maka proses percobaan yang sedang dijalankan selesai. tetapi, jika tidak terjadi transaksi, maka pembeli i akan mendatangi pembeli ke ii dan proses berlanjut hingga pembeli kelima; (7) selanjutnya, penjual dan pembeli menyalin harga transaksi jika terjadi transaksi pada lembar lampiran yang disediakan; (8) selanjutnya, dilanjutkan dengan penjual kedua atau penjual ke-(n+1) dengan proses sesuai dengan langkah 5, dilakukan sampai pada penjual kelima atau penjual terakhir dengan 2 barang, dalam hal ini jeruk i dan ii dengan 5 kali / periode percobaan; (9) terakhir, penjual dan pembeli dipersilahkan menghitung pendapatannya masing-masing dalam periode tersebut, yaitu dengan mengisi/menghitung besar keuntungan yang diperoleh pada setiap transaksi. ketiga, percobaan untuk pasar monopoli dan double auction, yaitu (1) peserta yang terdiri dari 1 penjual dan 5 pembeli setelah menempati tempat duduknya masing-masing di dalam ruangan kelas (penjual dan pembeli dalam ruangan yang sama), dipersilahkan membaca dan memahami lembar instruksi percobaan yang diberikan oleh peneliti, masing-masing pembeli dan penjual diberi nomor identitas; (2) peneliti atau yang membantu penelitian menjelaskan instruksi percobaan kepada peserta. hal-hal yang tidak dimengerti oleh peserta harus ditanyakan langsung kepada peneliti atau yang membantu penelitian; (3) penjual mengisi unit cost dan pembeli mengisi unit value sesuai jenis barang yang akan ditawarkan, dalam hal ini adalah 2 buah jeruk (jeruk i dan jeruk ii) pada lampiran yang telah disediakan, dengan dibantu dan dipandu oleh peneliti; (4) penjual dipersilahkan membuka percobaan dengan cara mengisi besar harga tawaran pada lembar keputusan penjual (lampiran 1), begitu juga pembeli; (5) penjual dipersilahkan untuk menawarkan harga barang yang sedang ditawarkan (barang i atau ii ) sesuai dengan aturan percobaan; (6) proses transaksi dimulai, para pembeli dipersilahkan untuk membeli sebuah unit barang (apabila ia ingin membeli unit barang), dengan cara mengangkat tangan dan menyebutkan harga penawaran yang diinginkan, dalam hal ini pembeli yang mengangkat tangan terlebih dahulu mendapat kesempatan, dan selanjutnya pembeli berikutnya hingga transaksi terjadi atau sampai pada pembeli terakhir; (7) jika tidak terjadi transaksi, maka dilanjutkan dengan penawaran barang berikutnya (barang ii ) atau periode berikutnya (hingga periode kelima), lalu kembali ke langkah 6; (8) setiap terjadi transaksi harga, maka pembeli dan penjual harus menulis pada lampiran harga transaksi tersebut; dan (9) terakhir, penjual dan pembeli dipersilahkan menghitung pendapatannya masing-masing dalam periode tersebut, yaitu dengan mengisi/menghitung besar keuntungan yang diperoleh pada setiap transaksi. keempat, percobaan untuk pasar monopoli dan disentralisasi, yaitu (1) peserta yang terdiri dari 1 penjual dan 5 pembeli setelah menempati tempat duduknya masing-masing di dalam ruangan kelas (penjual dan pembeli dalam ruangan yang terpisah atau ada pembatas antara kelompok pembeli dan penjual), dipersilahkan membaca dan memahami lembar instruksi percobaan yang diberikan oleh peneliti, masing-masing pembeli dan penjual diberi nomor identitas; (2) peneliti atau yang membantu penelitian menjelaskan instruksi percobaan kepada peserta, hal-hal yang tidak dimengerti oleh peserta harus ditanyakan langsung kepada peneliti atau yang membantu penelitian; (3) penjual mengisi unit cost dan pembeli mengisi unit value sesuai jenis barang yang akan ditawarkan, dalam hal ini adalah 2 buah jeruk (jeruk i dan jeruk ii) pada lampiran yang telah disediakan, dengan dibantu dan dipandu oleh peneliti; (4) penjual dipersilahkan membuka percobaan dengan cara mengisi besar harga tawaran pada lembar keputusan penjual (lampiran 1), begitu juga pembeli; (5) penjual dipersilahkan untuk menawarkan harga barang yang sedang ditawarkan (barang i atau ii ) sesuai dengan aturan percobaan; (6) proses transaksi dimulai dengan penjual mendatangi para pembeli dengan menawarkan barang (i atau ii tergantung proses percobaan) dimulai dengan pembeli i, selanjutnya akan terjadi tawar menawar harga barang. jika terjadi transaksi, maka proses percobaan yang sedang dijalankan selesai. tetapi, jika tidak terjadi transaksi, maka penjual akan mendatangi pembeli ke ii dan proses berlanjut hingga pembeli-5; (7) selanjutnya, penjual dan pembeli menyalin harga transaksi jika terjadi transaksi pada lembar lampiran yang disediakan; (8) selanjutnya, dilanjutkan dengan penjual dengan proses 50 journal the winners, vol. 11 no. 1, maret 2010: 43-54 sesuai dengan langkah 5, barang berikutnya dengan periode percobaan atau 5 periode; (9) terakhir, penjual dan pembeli dipersilahkan menghitung pendapatannya masing-masing dalam periode tersebut, yaitu dengan mengisi/menghitung besar keuntungan yang diperoleh pada setiap transaksi; (10) selanjutnya, pada lembar keputusan pembeli dan penjual juga ditambahkan pertanyaan untuk mengevaluasi pertimbangan yang digunakan peserta dalam melakukan transakasi. penggunaan uang sebagai imbalan akan dibayarkan berdasarkan total pendapatan yang diperoleh pada setiap periode yang akan dibayarkan setelah percobaan berakhir. konsep dan definisi beberapa konsep dan definisi untuk mengukur performance pasar adalah (1) unit value, yaitu nilai suatu barang terbagi menjadi dua, yaitu unit value penjual dan unit value pembeli; (2) contract price, yaitu harga yang disepakati oleh penjual dan pembeli di pasar simulasi; (3) total surplus penjual (tss) merupakan total dari kelebihan penerimaan penjual, yang di sebelah bahwa dibatasi oleh kurva penewaran dan di sebelah atas dibatasi oleh contract price. dalam hal ini, surplus penjual (ss) dihitung dengan cara harga tawaran – nilai unit penjual; (4) total surplus pembeli (tsb), merupakan total dari kelebihan penerimaan untuk pembeli, yang di sebelah bawah dibatasi oleh contract price dan disebelah atas dibatasi oleh kurva permintaan. dalam hal ini, surplus pembeli (sb) dihitung dengan cara nilai unit pembeli – harga pembelian; (5) efisien pasar (ef) menunjukkan seberapa besar profit yang dapat diserap oleh pembeli maupun penjual selama proses tarnsaksi dari total maksimum yang mungkin dihitung dengan rumus: ef = {(tss+tsb)/pm}*100% di mana tss = total surplus penjual; tsb=total surplus pembeli; pm = profit maksimum kendala di dalam pelaksanaan percobaan dalam pelaksanaan percobaan ditemukan kendala, antara lain mencari personal untuk dijadikan pelaku percobaan; personal pelaku percobaan harus yang sudah mengerti tentang jenis-jenis pasar; jika personal sudah menjadi pelaku percobaan satu pasar, maka tidak dapat menjadi pelaku percobaan pasar yang lain karena akan menghasilkan data yang bias; menentukan insentif untuk pelaku percobaan; pelaku percobaan tidak seluruhnya mengerti apa yang diintruksikan oleh peneliti sehingga pada saat dilakukan rekapitulasi berapa keuntungan yang diperoleh masing-masing pelaku percobaan, masih ada yang hasilnya salah; jumlah pelaku percobaan harus sesuai dengan kebutuhan tipe pasar yang diteliti; peneliti tidak seluruhnya memahami dengan baik tugasnya masing-masing; dan tenaga peneliti dalam pelaksanaan kurang. hasil dan pembahasan hasil percobaan yang akan disajikan dalam makalah ini hanya untuk variable contract price dan jumlah transasksi. tabel 2 beberapa respon dari pengaruh 4 kombinasi sistem transaksi pasar pasar persaingan sempurna 5 penjual 5 pembeli pasar monopoli 1 penjual – 5 pembeli dt da dt da hkt 550 550 550 550 pe 582.43 602.50 747.5 672.50 q 6 8 6 9 2 2 ef 87.30 % 97.27 % 64.00 % 99.00 % sk 43.32 % 37.84 % 13.37 % 23.76 % sp 56.68 % 62.16 % 86.63 % 76.24 % cv 10.74 % 16.82 % 17.66 % 8.30 % percobaan ekonomi .....(edy supriyadi) 51 hkt : harga keseimbangan teoritis pe : rataan kontrak price q : harga keseimbangan empiris (rataan contract price) ef : rataan efisiensi sk : rataan surplus pembeli sp : rataan surplus penjual cv : rataan koefisien keragam antara pps-dt dan pps-da pada tabel 2, pada pasar pesaingan sempurna mempunyai rata-rata contract price selama 5 periode percobaan sebesar 582.5. nilai ini lebih kecil dibandingkan dengan rata-rata contract price pada pasar persaingan double auction sebesar 602.50, di mana yang paling mendekati nilai prediksi pasar persaingan sempurna adalah percobaan pada pasar peresaingan sempurna dengan sistem 52 journal the winners, vol. 11 no. 1, maret 2010: 43-54 transaksi disentralisasi. sedangkan nilai keragaman yang paling kecil adalah pada pasar peesaingan dengan disentralisasi, tetapi tingkat efisiensi transaksi lebih efisien pada pasar peresaingan double auction dibandingkan dengan pasar persaingan sempurna dan disentralisasi. jumlah yang terjual relatif sama antara kedua macam tipe transaksi di dalam pasar persaingan sempurna. besarnya kelebihan keuntungan sp dan sk tampak pps-da lebih besar dibandingkan dengan pps-dt. gambar 1 menyajikan pergerakan rataan contract price. contract price pasar persaingan sempurna dengan desentralisasi, nilai contract price pada periode pertama masih rendah karena dalam percobaan penjual masih berani melepas walaupun mendapatkan keuntungan yang kecil. pada periode berikutnya, penjual ingin mendapatkan keuntungan yang lebih besar sehingga nilai contract price cenderung naik tajam, selanjutnya nilai cenderung menurun walapun masih di atas periode pertama. sedangkan contract price pada pps-da periode pertama, nilai contract price bernilai tinggi karena penjual banyak alternatif atau pilihan menawarkan barangnya kepada pembeli lainnya, tetapi periode berikutnya nilai contract price menurun sampai pada priode tiga dan periode selanjutnya nilai contract price meningkat kembali. antara mo-dt dan mo-da rata-rata contract price selama 5 periode menunjukkan bahwa rata-rata nilai contract price pasar monopoli dengan disentralisasi sebesar 747.5 lebih besar dari rata-rata nilai contract price pasar monopli, dengan nilai sebesar 672.5. jumlah barang yang terjual sama dengan jumlah 2 unit antara kedua tipe transaksi dengan pasar monopoli. tingkat efisiensi, besarnya surplus konsumen dan produsen pada tipe transaksi disentralisasi dalam pasar monopoli berturut-turut adalah 99%, 23.76%, dan 76.24% lebih besar dibandingkan dengan tipe transaksi double auction di dalam pasar monopoli. sedangkan tingkat keragaman nilai contract price tipe transaksi double auction dengan nilai 8.30% lebih kecil dibandingkan dengan tipe transaksi disentralisasi pada pasar monopoli dengan nilai 17.66%. pada gambar 2, grafik pergerakan contract price tipe transaksi disentralisasi dan double auction pada pasar monopoli, terlihat bahwa tipe transaksi double auction pada pasar monopoli mempunyai kecenderungan bahwa nilai contract price mendatar dari periode-1 sampai pada periode5, sedangkan tipe transaksi disentralisasi pada pasar monopoli pada permulaan periode-1 dan periode2 tidak ada perubahan mulai priode-3, selanjutnya menunjukkan kenaikan nilai contract price, dan pada akhir periode terjadi penurunan walaupun masih di atas periode-2. tabel 3 analisis variance dua faktor tipe pasar (pps dan mo) dengan tipe transaksi (dt dan da) source df ss ms f sig. intercept 1 699411.510 14.933 14.933 .000 tipe pasar 1 50958.551 5954.632 5954.632 .000 tipe transaksi 1 9701.132 34.680 34.880 .020 tipe pasar * transaksi 1 4790.132 6.640 6.640 .089 error 16 23375.180 3.279 3.279 total 20 8788236.744 hasil pengolahan tabel 3 mengenai analisis variance dapat dijelaskan bahwa dapat perbedaaan yang nyata antara nilai contract price pps (pasar persaingan sempurna) dengan mo (pasar monopoli) dengan significant 0.00 di bawah 0.005. begitu juga nilai contract price tipe transaksi, yaitu disentralisasi dengan double auction terdapat perbedaan yang significant pada tingkat 0.00 atas di bawah 0.005. sedangkan interaksi antara tipe pasar dengan tipe transaksi tidak dapat perbedaan yang nyata pada tingkat significant .089 atau di atas 0.05. percobaan ekonomi .....(edy supriyadi) 53 simpulan dari hasil penelitian, dapat disimpulkan bahwa (1) rata-rata contract price (cp) selama 5 periode percobaan, terdapat bahwa nilai cp pada pasar persaingan sempurna lebih kecil dibandingkan dengann pasar monopoli; (2) tingkat efisiensi antar tipe transaksi terlihat bahwa tipe transaksi double auction lebih efisien dibandingkan dengan tipe transaksi disentralisasi; (3) terdapat perbedaan yang nyata nilai cp antara tipe transaksi, yaitu disentralisasi dengan double auction; (4) terdapat perbedaan yang nyata nilai cp antara tipe pasar, yaitu pasar persaingan sempurna dengan pasar monopoli; (5) jika percobaan ekonomi ini terus disempurnakan dan dikembangkan, maka tidak mustahil di masa mendatang akan memberikan kontribusi positif pembuktian teori-teori ekonomi dengan harga murah. dengan demikian, percobaan ekonomi akan dapat memberikan sumbangan yang positif dalam peningkatan kesejahteraan manusia, sama dengan ilmu-ilmu eksperimental seperti kedokteran, pertanian, dan teknik yang sudah jelas memberikan manfaat banyak untuk kesejahteraan manusia. dengan percobaan ekonomi, suatu saat kelak, ilmu ekonomi akan dapat mengantarkan manusia untuk pengambilan keputusan sebelum kegiatan tersebut dapat diterapkan pada keadaan yang sebenarnya. peneliti memberikan saran berdasarkan temuan di lapangan sebagai berikut (1) mencari personal yang benar-benar siap untuk dijadikan pelaku percobaan; (2) personal pelaku percobaan harus yang sudah mengerti tentang percobaan ekonomi apa yang akan dilakukan; (3) pelaku percobaan sebaiknya betul-betul memahami dan terlibat sehari-sehari, baik secara teori atau praktek tentang maksud percobaan dilakukan; (4) diberikan imbalan yang jelas untuk pelaku percobaan; (5) peneliti harus memahami dengan baik tugasnya masing-masing; dan (6) tenaga peneliti dalam pelaksanaan cukup untuk melakukan percobaan. daftar pustaka 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(1999). an experimental test of equilibrium dominance in signaling games, forthcoming in american economic review. cadsby, c.b., frank, m., and maksimovic, v. (1992). equilibrium dominance in experimental financial markets, working paper, university of guelph. davis, d.d., and holt, c.a. (1993). experimental economics, new jersey: princeton university press. douglas d.d. antarctic atmospheric chemistry, publisher elsevier. douglas d.d., and mitchell, s.k. (1997). experimental economics: an introduction for applications to international trade, ohio, ohio state university: publisher dept. of agricultural economics. douglas d.d., and holt, c.a. (1993). experimental economics, united kingdom: princeton university press published. friedman, d., and sunder, s. (1994). experimental methods, new york: cambridge university press. hey, j.d. (1991). experiments in economics, usa: blakcwell oxford uk & cambridge. kagel, j.h., and roth, a.e. (1995). introduction, di dalam “the handbook experimental economics”, new jersey: princeton university press. 54 journal the winners, vol. 11 no. 1, maret 2010: 43-54 juanda, b. (2000). percobaan ekonomi untuk mengkaji pengaruh informasi serta jumlah penjual dan pembeli dalam transaksi pasar, bogor: fakultas mipa institut pertanian bogor. miller, r.m., and charles r.p. (1985). product quality signaling in experimental marklets. nelson, p. (1990). information and consumer behavior. journal of political economy. spence, a.m. (1984). market signaling: informational transfer in hiring and related screening process, cambridge: harvard university press. perempuan dan perbankan: …… (evi steelyana) 95 perempuan dan perbankan: sebuah tinjauan tentang peran inklusi keuangan terhadap pengusaha umkm perempuan di indonesia evi steelyana accounting department, faculty of economic and communication, binus university jln. k.h. syahdan no.9, palmerah, jakarta barat 11480 evi.wiyarto@gmail.com abstract financial inclusion is a means to promote financial sector especially for easy banking services and financial access for people. increasing living standard is one of the expected results when financial inclusion runs well. financial inclusion program in indonesia is expected to give significant impact to unprevillege people, such as: people with low income, fringe, minority, or having no legal identity and women and the young. this paper focuses on how financial inclusion can give a significant impact especially to woman in sme in indonesia and how financial inclusion program can increase and strengthen indonesian economy as a whole. research used quantitative-descriptive method; comparative analysis was done based on secondary data from various sources. this research concludes that financial inclusion shall be conducted in indonesia as a whole and may affect the smes significantly, especially women. keywords: financial inclusion, banking service access, women entrepreuner, sme, indonesian economy abstrak inklusi keuangan merupakan salah satu cara untuk memasyarakatkan sektor keuangan khususnya memepermudah layanan perbankan dan akses keuangan bagi masyarakat. peningkatan taraf hidup adalah salah satu hasil yang diharapkan jika inklusi keuangan berjalan baik dan menyeluruh. program inklusi keuangan di indonesia diharapkan memberi dampak yang signifikan bagi masyarakat yang kurang beruntung, di antaranya: masyarakat berpenghasilan rendah, pinggiran, minoritas, atau tidak mempunyai legal identitas, serta kaum perempuan dan kaum muda. fokus tulisan adalah bagaimana inklusi keuangan dapat memberi dampak yang signifikan terhadap para pengusaha umkm perempuan di indonesia, serta bagaimana program inklusi keuangan dapat meningkatkan dan memperkuat perekonomian indonesia secara keseluruhan. penelitian menggunakan metode deskripsi kuantitatif. analisis perbandingan dilakukan berdasarkan data sekunder dari berbagai sumber. penelitian menyimpulkan agar inklusi keuangan dapat dijalankan secara menyeluruh di indonesia dan dapat berdampak secara signifikan terhadap pengusaha umkm, khususnya bagi para pengusaha perempuan. kata kunci: inklusi keuangan, akses perbankan, layanan perbankan, pengusaha umkm perempuan, perekonomian indonesia 96 journal the winners, vol. 14 no. 2, september 2013: 95-103 pendahuluan inklusi keuangan atau financial inclusion merupakan sebuah gagasan yang mulai diperkenalkan secara global sejak awal tahun 2000. perserikatan bangsa-bangsa (pbb) dalam tujuannya membantu kesejahteraan dunia menuangkan beberapa kerangka pemikiran besar dalam millenium development goals (mdg). inklusi keuangan merupakan sebuah program global yang digerakkan masing masing negara untuk memberikan kesempatan dan akses finansial kepada masyarakat yang lebih luas. sekjen pbb saat itu (kofi annan) pada 2006 dalam ocampo (2006) menyatakan: “building inclusive financial sectors improves people’s lives, in particular those of the poor. a small loan, a savings account or an insurance policy can make a great difference to a low-income family. they enable people to invest in better nutrition, housing, health and education for their children. they ease the strain of coping with difficult times caused by crop failures, illness or death. they help people plan for the future. in many developing countries, small-scale enterprises and micro-entrepreneurs face severe financing constraints. but with access to finance, they can participate fully in the economic life of their societies, create employment for themselves and others and realize their full potential. where such businesses are given opportunities to develop, countries will have a better chance to flourish. inclusive financial sectors can go a long way toward breaking the vicious circle of poverty. but an unremitting effort by the international community will be needed. let us all do our utmost to empower the poor and to ensure that poor people around the world have access to a wider range of financial services. with more opportunities to build on their ideas, energies and visions, they will lead the way in working their way out of poverty with dignity.” pada desember 2009, bebarapa tujuan inklusi keuangan tercantum dalam pernyataan pbb, di antaranya: (i) akses ke layanan perbankan umum seperti kredit, sewa, hipotek, asuransi, pensiun, dan uang transfer; (ii) peraturan internal dan peraturan eksternal dari lembaga keuangan yang akan mendorong inklusi keuangan melalui kebijakan; (iii) investasi berkelanjutan di lembaga keuangan dalam rangka untuk memungkinkan akses jasa keuangan di depan; dan (iv) mendorong persaingan di area perbankan, sehingga bank dapat bertahan secara ekonomi dan memberikan layanan produk dan jasa yang ditujukan untuk mendorong inklusi keuangan—terutama bagi masyarakat yang belum mengenal jasa perbankan dan juga sistem perbankan tradisional. tema utama dari millenium development goals (mdgs) adalah pengurangan kemiskinan dalam segala bentuknya. mdgs menekankan indikator pembangunan sumber daya manusia, terutama yang berkaitan dengan perempuan dan anak-anak, untuk memungkinkan orang untuk menjalani kehidupan yang bermartabat. peran negara dalam pencapaian tujuan mdg dapat melalui langkah fiskal untuk meningkatkan investasi dalam bidang ekonomi dan sosial. sementara sistem keuangan dapat memainkan peran dalam memperkuat pencapaian tujuan mdg yaitu dengan melibatkan masyarakat dalam aktivitas menabung, meningkatkan taraf hidup, dan pembangunan infrastruktur ekonomi serta menyediakan sistem pembayaran yang efisien. dengan adanya inklusi keuangan berarti penyediaan jasa keuangan terjangkau, yakni akses ke pembayaran dan pengiriman fasilitas, tabungan, pinjaman dan asuransi serta layanan oleh sistem keuangan formal bagi mereka yang cenderung untuk dikecualikan menjadi lebih mudah untuk dijangkau (thorat, 2006). inklusi keuangan yang mempromosikan akses dan penggunaan layanan keuangan berkualitas tinggi secara global, khususnya di antara orang-orang miskin, sangat penting untuk mencapai pertumbuhan yang inklusif. dalam hal ini, perempuan di berbagai belahan dunia menghadapi hambatan akses keuangan. hal seperti ini mencegah mereka untuk berpartisipasi dalam perekonomian perempuan dan perbankan: …… (evi steelyana) 97 dan meningkatkan taraf kehidupan. berdasarkan hal tersebut, bank dunia berupaya mempromosikan inklusi keuangan bagi perempuan untuk membantu mencapai tujuan mdg, yaitu mengurangi kemiskinan dan persamaan gender. laporan bank dunia 2012 menunjukan bahwa kesetaraan gender penting dalam proses inklusi keuangan. dampak pemberdayaan perempuan dalam ekonomi sangatlah penting bagi pertumbuhan ekonomi karena hal ini merupakan cara yang cerdas secara ekonomi. jika perempuan dapat diberdayakan secara ekonomi, ini akan membantu pengentasan kemiskinan (anstey, 2012). laporan bank dunia dalam world’s development report menyatakan bahwa terdapat hubungan yang signifikan antara persamaan gender, pekerjaan, dan pertumbuhan ekonomi. peran perempuan di berbagai belahan dunia pun mengalami banyak perubahan. perempuan merupakan penghuni 50% dari populasi dunia, tetapi hanya 40.8% yang menjadi pekerja di sektor formal. sisanya lebih banyak bekerja di sektor informal. tingkat pendidikan perempuan yang makin meningkat menjadikan taraf hidup perempuan lebih baik karena pekerjaan yang digelutinya. selain itu konsumsi perempuan juga meningkat dari 20 trillion usd pada 2009 yang diperkirakan menjadi 28 trillion usd pada 2014. sementara itu, perusahaan yang dimiliki oleh perempuan pun meningkat namun di lain pihak para pengusaha perempuan banyak yang mengalami kesulitan untuk memperoleh kredit dari perbankan ataupun layanan perbankan lainnya. padahal akses layanan perbankan dan fasilitas perbankan merupakan salah satu cara untuk memperkuat ekonomi masyarakat (world bank, 2013). secara umum kebijakan yang paling efisien untuk mengatasi kemiskinan adalah melalui pertumbuhan ekonomi yang tinggi dan berkelanjutan. percepatan pertumbuhan ekonomi berperan sebagai syarat dasar yang paling strategis bagi peningkatan kualitas kehidupan rakyat. elemen penting dalam mendukung percepatan pertumbuhan ekonomi adalah mengoptimalkan kontribusi sektor keuangan dengan membuka akses layanan jasa keuangan seluas mungkin kepada masyarakat dan pelaku usaha seperti umkm. artinya, harus ada upaya untuk mendorong pemanfaatan sektor keuangan dalam perekonomian masyarakat. inilah esensi utama dari inklusi keuangan (financial inclusion).inklusi keuangan adalah kegiatan menyeluruh yang bertujuan meniadakan segala bentuk hambatan baik yang bersifat harga maupun nonharga terhadap akses masyarakat dalam memanfaatkan layanan jasa keuangan. yang dimaksud hambatan harga adalah prasyarat seperti mesti menyetor dana dengan besaran tertentu ketika membuka rekening di bank, misalnya. padahal tidak semua lapisan masyarakat bisa memenuhi syarat minimal itu. sedangkan hambatan nonharga biasanya berupa persyaratan administratif seabrek yang terkadang dianggap memberatkan konsumen (johansyah, 2011). akses terhadap pelayanan perbankan menjadi bagian yang penting pertumbuhan ekonomi dan pengentasan kemiskinan. sistem inklusi keuangan yang baik dapat membantu kaum miskin untuk memperbaiki taraf hidupnya, sehingga mereka pun dapat menikmati pelayanan perbankan sebagai fasilitas yang mendukung kehidupan mereka sehari-hari. pelayanan perbankan yang mudah diakses akan mempermudah banyak orang untuk dapat melakukan aktifitas perbankan seperti meminjam kredit ataupun menabung, sehingga mereka dapat membangun asset dan juga membantu kegiatan usaha ataupun perdagangan yang ada di masyarakat.inklusi keuangan yang berjalan baik akan sangat berpengaruh pada beberapa kelompok masyarakat yang terkadang kurang diuntungkan, seperti masyarakat berpenghasilan rendah, pinggiran, minoritas, atau tidak mempunyai legal identitas, kaum perempuan, dan kaum muda. untuk alasan tersebut diatas maka tujuan program inklusi keuangan dijalankan, yang pada akhirnya diharapkan untuk meningkatkan taraf hidup masyarakat secara keseluruhan (klapper, jandu, sintim-aboagye, 2012). data laporan world bank pada tahun 2010 tentang kondisi indonesia yang terkait dengan inklusi keuangan dapat digambarkan sebagai berikut ini. dari 234,42 juta penduduk indonesia hanya sekitar 50% yang memiliki akses atas layanan lembaga keuangan formal. dari jumlah itu, sekitar 35 juta orang hanya terlayani lembaga keuangan non-formal seperti koperasi simpan-pinjam. meskipun demikian, ada sekitar 40 juta orang yang sama sekali tidak tersentuh layanan jasa keuangan dalam 98 journal the winners, vol. 14 no. 2, september 2013: 95-103 bentuk apapun. itulah gambaran memprihatinkan dari hasil survei bank dunia pada tahun 2010. terdapat empat layanan jasa keuangan yang dianggap vital bagi kehidupan masyarakat, yakni penyimpanan dana, layanan kredit, layanan sistem pembayaran dan asuransi termasuk dana pensiun. keempat aspek dalam lingkup pengelolaan sistem keuangan ini menjadi prasyarat mendasar untuk menggapai kehidupan masyarakat yang lebih baik (world bank survey, 2010). sementara itu di indonesia sendiri, menurut kementerian kopoerasi dan usaha kecil pada 2011 terdapat 52 juta usaha menengah kecil (umk) yang 60% dari totalnya melibatkan pekerja perempuan. umk merupakan salah satu faktor yang membantu ketahanan ekonomi karena umk menciptakan lapangan kerja dan mengurangi kemiskinan. akan tetapi, akses layanan perbankan bagi pengusaha umk belum dipermudah. hal ini perlu diperhatikan dengan melakukan inklusi keuangan, agar para usahawan perempuan dalam skala umk dapat juga menikmati layanan perbankan. layanan perbankan yang dapat membantu para pengusaha umk antara lain: pemberian kredit untuk modal kerja dan juga layanan perbankan lainnya (purnomo, 2011). pengusaha perempuan di indonesia perlu mendapat dukungan modal dari perbankan untuk dapat membesarkan usaha dan membantu kelancaran usahanya. kemampuan wirausaha perempuan tidak kalah dari laki-laki. menurut international finance corporation (ifc), hal ini sebagai potensi bagi perbankan dan menjadikannya target pemasaran produk pembiayaan. berdasarkan data ifc, perempuan memiliki potensi untuk menghasilkan hubungan perbankan yang berkelanjutan dan menguntungkan. hampir 90% pengusaha umkm perempuan, modal usahanya berasal dari modal mereka sendiri. ifc mendorong perbankan untuk mengembangkan produk khusus bagi perempuan wirausaha ini. (kementerian koperasi dan ukm, 2012) perhatian kepada pengusaha perempuan juga ditunjukkan dengan cara meningkatkan kualitas produk dan layanannya bagi nasabah dari kaum hawa ini (kementerian koperasi dan ukm, 2012). pemberian kredit kepada para pengusaha perempuan dan pemberian akses perbankan bagi para pengusaha umkm perempuan. perempuan merupakan pasar yang sangat potensial bagi bank komersial, mengingat masih banyak di antaranya yang belum terlayani oleh akses perbankan. pihak perbankan dapat memperluas akses dan fasilitas bagi umkm bagi para pengusaha perempuan dengan melakukan pemberian kredit untuk memperluas usaha. metode penelitian ini menggunakan pendekatan metodologi deskripsi kuantitatif. penelitian melakukan analisis perbandingan berdasarkan data sekunder dari berbagai sumber, di antaranya: world bank, kementerian koperasi dan umkm, bank indonesia, biro pusat statistik, dan beberapa sumber lainnya. hasil dan pembahasan indonesia merupakan salah satu negara dari tujuh negara di asia yang memiliki program inklusi keuangan (financial inclusion) untuk meningkatkan akses keuangan kepada masyarakat secara menyeluruh. beberapa data berikut ini dapat menjadi gambaran kondisi layanan perbankan dan akses keuangan di indonesia dan seberapa perlu dan pentingnya program percepatan akses keuangan di indonesia diberlakukan. perempuan dan perbankan: …… (evi steelyana) 99 tabel 1 global financial index (jumlah orang dewasa yang mempunyai rekening di bank) thailand 77.7% malaysia 66.7% china 63.8% brazil 55.9% russia 48.2% philipines 26.5% vietnam 21.4% indonesia 19.6% (sumber: world bank, global financial inclusion index 2011) tabel 2 data akses terhadap layanan perbankan di indonesia jumlah penduduk orang dewasa yang mempunyai rekening di bank 20% jumlah rumah tangga yang mempunyai tabungan di bank danlembaga keuangan bukan bank 48% (sumber: world bank, global financial inclusion index 2011) data tersebut memberikan gambaran keterlibatan sektor keuangan di indonesia. survei itu juga menemukan bahwa kurang dari setengah penduduk memiliki akses terhadap jasa keuangan resmi dan sepertiga penduduk tidak memiliki tabungan dalam bentuk apapun dan dapat dianggap sebagai “tersisih secara keuangan”, terhalang terhadap akses terhadap kredit dalam bentuk apapun dari sektor keuangan yang resmi. hal ini menekankan besarnya potensi yang ada di pasar dan sisi permintaan yang belum tersentuh. sementara itu data jumlah lembaga keuangan bank dan non-bank dapat dilihat sebagai berikut: tabel 3 data jumlah lembaga keuangan di indonesia bank komersial 120 rural banks 1.669 perusahaan asuransi 139 dana pensiun 270 perusahaan multifinance 194 modal ventura 86 perusahaan sekuritas 129 reksadana 639 perusahaan penjamin kredit 4 pegadaian 1 (sumber: bank indonesia dan kementerian keuangan, 2011) di lain pihak, jumlah pengusaha perempuan indonesia baru mencapai 0,1 persen dari seluruh jumlah pengusaha yang ada di indonesia. padahal jumlah pengusaha secara total saja hanya mencapai 1,56 persen dari jumlah penduduk indonesia yang mencapai 250 juta jiwa. pengusaha perempuan umkm di indonesia mencapai 60% dari total jumlah pengusaha umkm. 100 journal the winners, vol. 14 no. 2, september 2013: 95-103 tabel 4 kriteria usahan mikro, kecil, dan menengah menurut uu no.20 tahun 2008 tentang umkm no. uraian kriteria asset kriteria omzet 1 usaha mikro max. idr 50 juta max. idr300 juta 2. usaha kecil >50 juta – 500 juta >300 juta – 2.5 milyar 3. usaha menengah >500 juta – 10 milyar >2.5 milyar – 50 milyar (sumber: kementerian koperasi dan umkm, 2012) tabel 5 data umkm di indonesia 2011 2012 perkembangan jumlah pengusaha umkm di indonesia 55.206.444 56.534.592 2.41% jumlah tenaga kerja terserap 101.722.458 107.657.109 5.83% (sumber: data usaha mikro, kecil, menengah (umkm) dan usaha besar (ub) tahun 2011 – 2012, kementerian koperasi dan usaha kecil menengah, 2012) tabel 6 data pengusaha umkm perempuan di indonesia jumlah pengusaha umkm perempuan di indonesia 60% dari total pengusaha umkm kategori usaha 85% usaha mikro 13% usaha menengah 2% usaha besar (sumber: data iwapi (ikatan wanita pengusaha indonesia), 2012) dari hasil data, sejatinya dapat dilakukan berupa sosialisasi kegiatan atau forum yang bisa meningkatkan kesadaran keluarga terhadap kemampuan wirausaha perempuan, khususnya di daerah. dengan demikian, perempuan diharapkan bisa lebih berdikari dan mandiri untuk membangun indonesia. salah satu upaya perluasan akses keuangan melalui branschless banking, bank indonesia (bi) melakukan proyek percontohan untuk layanan perbankan tanpa kantor cabang (branchless banking), sebagai upaya perluasan akses keuangan kepada masyarakat. tabel 7 menunjukkan daftar bank yang siap untuk layanan branchless banking. tabel 7 daftar bank yang siap melakukan program branchless banking oleh bank indonesia 1. btpn 2. bank sinar 3. bank mandiri 4. bri 5. cimb niaga (sumber: bank indonesia, 2013) bank sentral menetapkan proyek uji coba branchless banking ini selama enam bulan dalam periode mei-november 2013. baik bank atau perusahaan telekomunikasi bisa memilih delapan wilayah yang telah ditetapkan menjadi basis uji coba, yakni sumatera utara, sumatera selatan, jawa barat, jawa tengah, jawa timur, bali, kalimantan timur dan sulawesi selatan. perempuan dan perbankan: …… (evi steelyana) 101 pada 2008 kementerian pemberdayaan perempuan bekerja sama dengan perum pegadaian melakukan kesepakatan bersama untuk memberikan akses permodalan bagi perempuan pengusaha umkm yang tercantum dalam keputusan mentri nomor: 01/men.pp/vii/2008. kesepakatan ini mengeluarkan produk kredit krista (kredit usaha rumah tangga) bagi para pengusaha umkm perempuan. kredit krista adalah pembiayaan yang diberikan kepada perempuan pengusaha mikro dan kecil skala rumah tangga dalam upaya mendukung pemberdayaan keluarga sehat sejahtera. tujuannya adalah memberikan kemudahan pelayanan terhadap akses permodalan bagi kelompok perempuan pengusaha mikro dan kecil; meningkatkan kemampuan perempuan pengusaha mikro dan kecil; menumbuhkan dan memupuk jiwa berwirausaha; meningkatkan dan mengembangkan usaha perempuan pengusaha mikro dan kecil untuk memperluas usahanya dengan memperoleh kredit. sasaran program akses permodalan bagi perempuan pengusaha mikro dan kecil adalah: (a) kelompok usaha ekonomi produktif perempuan; dan (b) individu perempuan pengusaha mikro dan kecil. krista ditujukan kepada para pengusaha sangat mikro yang tergabung dalam suatu kelompok/asosiasi dengan jaminan pokok sistem tanggung renteng di antara anggota kelompok tersebut. krista memberikan pinjaman tanpa agunan. besar pinjaman pun sangat mikro, hanya rp 1 juta dengan bunga 1% flat per bulan. calon nasabah merupakan pengusaha sangat mikro, tergabung dalam suatu kelompok, usaha telah berjalan minimal 6 bulan, jumlah minimal anggota kelompok sebanyak 5 orang, dan nasabahnya harus ibu-ibu. jangka waktu pinjaman ditetapkan selama 12 bulan dan dapat dilunasi sewaktu-waktu. jika usahanya berkembang, nilai pinjaman bisa dinaikkan hingga rp 3 juta. tabel berikut menunjukkan daftar lembaga perbankan yang memberikan perhatian kepada pengusaha umkm perempuan, baik dengan memberikan kredit maupun pelatihan. tabel 8 daftar bank pemberi kredit pada pengusaha umkm perempuan no. nama bank jenis kredit/pelatihan 1. btpn kredit tunas usaha rakyat 2. bjb kredit guna bakti 3. bank mandiri pelatihan wirausaha 4. bii bii sukma 5. bni syariah tunas usaha syariah 6. bri teras bri (sumber: bank indonesia, 2013) simpulan berdasarkan paparan, maka dapat ditarik beberapa simpulan tentang program inklusi keuangan agar dapat dijalankan secara menyeluruh di indonesia. selain itu juga agar program inklusi keuangan dapat berdampak secara signifikan terhadap pengusaha umkm khususnya para pengusaha perempuan. pertama, karena hanya kurang dari setengah jumlah penduduk memiliki akses terhadap jasa keuangan resmi, semua hal yang disebutkan di atas dapat dicapai. akan tetapi realisasinya membutuhkan upaya bersama yang melibatkan pemerintah, pengatur sektor keuangan/bank indoensia, sektor perbankan, sektor keuangan dan para mitra pembangunan indonesia. kerja sama yang terpadu dan terintergrasi akan menghasilkan kemajuan yang signifikan. kedua, merancang suatu strategi keterlibatan sektor keuangan terpadu dengan strategi yang lebih luas bagi pembangunan ekonomi dan pengentasan kemiskinan akan memberikan arah yang jelas bagi penyusun kebijakan dan sektor swasta. pemerintah dan bank indonesia memiliki peran yang sangat penting dalam memperluas keterlibatan sektor keuangan. sektor swasta juga dapat melihat bahwa terdapat pasar yang sangat besar dari penduduk indonesia yang belum tersentuh oleh perbankan bila mereka dapat diraih lewat rancangan cara-cara yang inovatif. ketiga, melakukan edukasi keuangan bagi para pengusaha umkm perempuan dan juga memberi pembekalan tentang pengenalan layanan perbankan dan akses 102 journal the winners, vol. 14 no. 2, september 2013: 95-103 perbankan serta manfaat perbankan bagi para pengusaha perempuan. keempat, memberi akses pelayanan perbankan yang lebih mudah bagi para pengusaha umkm perempuan seperti mempermudah pemberian kredit kepada para pengusaha umkm perempuan, pengenalan serta penggunaan branchless banking bagi para pengusaha umkm perempuan. juga dengan memperkenankan jaringan telepon selular (ponsel) untuk memaksimalkan perbankan lewat ponsel (mobile banking) karena tingkat penetrasi ponsel lebih tinggi dari rekening bank serta tingkat penetrasi ponsel lebih tinggi dari rekening bank menjangkau penduduk yang tidak terlayani bahkan di daerahdaerah terpencil. kelima, penggunaan teknologi baru bagi bank-bank umum dan lembaga keuangan non-bank dengan peraturan yang disederhanakan dapat memberi akses jasa keuangan agar lebih dekat kepada pengusaha umkm perempuan yang belum tersentuh perbankan. layanan perbankan lewat ponsel tidak hanya memangkas biaya tapi juga meningkatkan daya jangkau. daftar pustaka anstey, c. (2012). women in the private sector: good for development and business. remarks by world bank managing director at the 2012 annual meetings program of seminars, tokyo japan. diakses dari http://www.worldbank.org/en/news/speech/2012/10/11/womensparticipation-privatesector-good-development-and-business bank indonesia. (2013). data kredit umkm. diakses dari http://www.bi.go.id/web/id/umkmbi/kredit+perbankan/data+kredit+umkm/ johansyah, d. a. (2011). inklusi keuangan: memperluas akses keuangan untuk bikin rakyat sejahtera. gerai info-news letter bank indonesia edisi xv, juni 2011, tahun 2. diakses dari:http://www.bi.go.id/nr/rdonlyres/9648cab6-4807-48c58e0fb2c4fa05d206/26533/gied15_juni2011_low.pdf kementerian koperasi dan ukm. (2012, 21 desember). melirik potensi perempuan pengusaha. diakses dari http://www.depkop.go.id/index.php?option=com_content&view=article&id=1182:melirik potensi-perempuan-pengusaha&catid=54:bind-berita-kementerian&itemid=98 klapper, jandu, sintim-aboagye (2012). the little data book on financial inclusion 2012. finance and private sector development team of the world bank, washington dc. diakses dari http://data.worldbank.org/sites/default/files/the-little-data-book-on-financialinclusion-2012.pdf kementerian pemberdayaan perempuan. (2008). kesepakatan bersama untuk memberikan akses permodalan bagi perempuan pengusaha umkm. diakses dari http://www.indonesia.go.id/in/kementerian/kementerian/kementerian-negara-pemberdayaanperempuan-dan-perlindungan-anak/1647-profile/274-kementerian-pemberdayaan perempuan-dan-perlindungan-anak. ocampo, d. (2006) building inclusive financial sectors for development, united nations department of economic and social affairs (desa) and the united nations capital development fund (uncdf). diakses dari http://www.uncdf.org/sites/default/files/download/bluebook_0.pdf purnomo, h. (2011). 52 juta umk di indonesia, 60% dijalankan perempuan. diakses dari http://finance.detik.com/read/2011/12/05/160638/1783039/5/52-juta-umk-di-indonesia-60dijalankan-perempuan. perempuan dan perbankan: …… (evi steelyana) 103 the world bank. (2012). expanding women’s access to financial services. diakses dari http://www.worldbank.org/en/results/2013/04/01/banking-on-women-extending womensaccess-to-financial-services thorat, u. (2006). financial inclusion and millennium development goals. 4th program on human development and state finances jointly organised by college of agricultural banking, reserve bank of india, undp and the planning commission, at cab, pune. diakses dari http://www.bis.org/review/r060126f.pdf microsoft word 06_onny_setting.doc kreativitas, gaya kepimpinan .....(onny juwono; yuliana wangsadinata) 55 kreativitas, gaya kepimpinan dan kompetensi dalam membentuk kepuasan kerja karyawan onny juwono1; yuliana wangsadinata2 1 jurusan manajemen pemasaran, universitas budi luhur, jl. ciledug raya petukangan utara jakarta selatan 2 universitas bina nusantara onny_juwono2008@yahoo.com abstract the purpose of this research is to analyze the influence of creativity, leadership style, and competence on employee job satisfaction. the method used in this study is the pearson correlation, multiple regression, and path analysis. data obtained from the employee appraisal by filling in the questionnaire that has been provided by using a likert scale. the results achieved in this research is creativity (0.828), leadership style (0.962) and competence (0.946) has a strong correlation with employee job satisfaction. it is expected that the results of this research can provide input for pt interdata bhakti mulya in general and leadership in particular so as to improve the performance of the company in years to come. keywords: creativity, leadership style, competence, employee job satisfaction abstrak tujuan penelitian adalah menganalisis pengaruh kreativitas, gaya kepemimpinan, dan kompetensi terhadap kepuasan kerja karyawan. metode yang digunakan dalam penelitian ini adalah korelasi pearson, regresi berganda, dan analisis jalur. data diperoleh dari penilaian karyawan dengan mengisi kuesioner yang telah disediakan dengan menggunakan skala likert. hasil yang dicapai dalam penelitian ini adalah kreativitas (0.828), gaya kepemimpinan (0.962) dan kompetensi (0.946) mempunyai hubungan yang kuat terhadap kepuasan kerja karyawan. diharapkan hasil penelitian ini dapat memberikan masukan bagi pt interdata bhakti mulya secara umum dan pimpinan pada khususnya sehingga dapat meningkatkan kinerja perusahaan di tahun yang akan datang. kata kunci: kreativitas, gaya kepemimpinan, kompetensi, kepuasan kerja karyawan 56 journal the winners, vol. 11 no. 1, maret 2010: 55-65 pendahuluan organisasi secara serius bertanggung jawab terhadap manajemen sumber daya manusianya. hal ini untuk mencapai kinerja dalam perusahaan menjadi meningkat serta memperoleh dan mempertahankan karyawan yang mempunyai kreativitas tinggi atau berkompeten, guna menjadi penentu keberhasilan dalam manajemen. kendala yang dihadapi oleh perusahaan, yaitu sulitnya mengidentifikasi apakah sumber daya manusia yang mereka miliki mempunyai kemampuan yang memadai atau tidak dalam menjalankan fungsinya pada perusahaan; di antaranya meliputi beberapa faktor yang sulit diidentifikasi di pt interdata bhakti mulya, yaitu kreativitas, penerapan gaya kepemimpinan, dan kompetensi yang dirasa sukar untuk diidentifikasi. model kompetensi akan memberikan gambaran yang sangat jelas tentang tuntutan kompetensi yang harus dimiilki seseorang serta dapat dibandingkan dengan standar ketentuan sebagai tolak ukur. karena kompetensi berfokus pada karakteristik pribadi serta kompetensi spesifik setiap fungsi jabatan yang dimilki pemegang fungsi jabatan tersebut, untuk dapat dikatakan mempunyai kualifikasi pada jabatan tersebut. untuk menghasilkan tenaga kerja yang professional, selain memerlukan peran individu yang memiliki kreativitas, juga memerlukan gaya kepemimpinan yang baik yang diberikan oleh seorang pemimpin karena pemimpin yang baik dapat memberikan contoh yang baik pula untuk karyawan atau bawahannya. dengan demikian, diperlukan adanya peran dari organisasi. oleh sebab itu, perusahaan diharapkan mampu mendapatkan sumber daya manusia yang kompetitif. berdasarkan hal tersebut, maka didapat hal-hal yang hendak diinvestigasi, yaitu bagaimana penilaian karyawan terhadap kreativitas, gaya kepemimpinan yang diterapkan oleh pimpinan, dan kompetensi pada perusahaannya, bagaimana pengaruh kreativitas terhadap kepuasan kerja karyawan secara parsial, bagaimana pengaruh gaya kepemimpinan terhadap kepuasan kerja karyawan secara parsial, bagaimana pengaruh kompetensi terhadap kepuasan kerja karyawan secara parsial, dan bagaimana pengaruh kreativitas, gaya kepemimpinan, dan kompetensi terhadap kepuasan kerja karyawan secara simultan. tujuan dari penelitian ini adalah untuk mengetahui penilaian karyawan terhadap kreativitas perusahaan, penilaian karyawan terhadap gaya kepemimpinan yang diterapkan oleh pimpinan, penilaian karyawan terhadap kompetensi, menganalisis pengaruh kreativitas terhadap kepuasan kerja karyawan secara parsial, menganalisis pengaruh gaya kepemimpinan terhadap kepuasan kerja karyawan secara parsial, menganalisis pengaruh kompetensi terhadap kepuasan kerja karyawan secara parsial, dan menganalisis pengaruh kreativitas, gaya kepemimpinan, dan kompetensi terhadap kepuasan kerja karyawan secara simultan. kreativitas didefinisikan secara berbeda-beda (dedi supriadi, 1994). keberagaman definisi itu, sehingga pengertian kreativitas itu tergantung pada bagaimana orang mendefinisikannya “creativity is a matter of definition”. pada intinya, kreativitas adalah kemampuan seseorang untuk melahirkan sesuatu yang baru, baik berupa gagasan maupun karya nyata, yang relatif berbeda dengan apa yang telah ada sebelumnya. penentuan kriteria kreativitas menyangkut 2 dimensi, yaitu (1) dimensi proses, merupakan segala produk yang dihasilkan dari proses yang dianggap sebagai produk kreatif. kriteria produk yang dianggap sebagai produk kreatif menunjuk pada hasil perbuatan, kinerja, atau karya seseorang dalam bentuk barang atau gagasan; (2) dimensi person, sering dikatakan sebagai kepribadian kreatif, yang meliputi dimensi kognitif (bakat) dan dimensi non-kognitif (minat, sikap, dan kualitas tempramental). dapat disimpulkan bahwa orang-orang kreatif memiliki ciri-ciri kepribadian yang signifikan dan berbeda dari orang-orang yang kurang kreatif. sedangkan menurut kartini kartono (2006), gaya kepemimpinan diartikan sebagai suatu pola perilaku manajemen profesional yang dirancang untuk memadukan minat dan usaha pribadi serta kreativitas, gaya kepimpinan .....(onny juwono; yuliana wangsadinata) 57 organisasi untuk mencapai tujuan. ada 3 macam kepemimpinan, yaitu (1) kepemimpinan authoritarian (authocratic), di mana pemimpin mengutamakan kekuatan dari posisi formalnya seperti kurang memperhatikan kebutuhan bawahan, lebih menciptakan penyelesaian tugas, semua aktivitas ditentukan oleh atasan, dan komunikasi hanya satu arah atau ke bawah saja; (2) kepemimpinan partisipaty (democratie), yakni melibatkan bawahan dalam perencanaan / pengambilan keputusan, lebih memperhatikan kepada bawahan, mencapai tujuan organisasi, dan menekankan 2 hal, yaitu bawahan dan tugas; (3) kepemimpinan laissez-faire yang merupakan kebalikan dari gaya kepemimpinan yang pertama. di sini pemimpin membiarkan bawahnnya untuk mengatur dirinya sendiri, dan manajer hanya menentukan kebijaksanaan dari tujuan umum serta bawahan dapat mengambil keputusan yang relevan dan mencapai tujuan dalam segala hal yang mereka anggap cocok. ada 6 ciri yang terkait dengan kepemimpinan (robbins dan coulter, 2005:129) di antaranya adalah (1) dorongan. pemimpin menunjukkan tingkat usaha yang tinggi, dan mereka relatif mempunyai kehendak yang tinggi akan pencapaian prestasi. mereka ambisius, mempunyai banyak energi, dan tidak mengenal lelah dalam kegiatannya serta menunjukkan inisiatif; (2) kehendak untuk memimpin. pemimpin mempunyai kehendak yang kuat untuk mempengaruhi dan memimpin orang lain. mereka menunjukkan kemauan untuk mengemban tanggung jawab; (3) kejujuran dan integritas. pemimpin membangun hubungan saling mempercayai antara mereka sendiri dan pengikutnya dengan menjadi jujur dan tidak menipu serta dengan menunjukkan konsistensi yang tinggi antara perkataan dan perbuatan; (4) kepercayaan diri. pemimpin perlu menunjukkan kepercayaan diri untuk meyakinkan pengikutnya tentang kebenaran sasaran dan keputusannya; (5) kecerdasan. pemimpin haruslah cukup cerdas untuk mengumpulkan, menganalisis dan menafsirkan banyak informasi. mereka juga perlu untuk mampu menciptakan visi, memecahkan masalah, dan membuat keputusan yang tepat; (6) pengetahuan yang terkait dengan pekerjaan. pemimpin yang efektif mempunyai tingkat pengetahuan yang tinggi tentang perusahaan, industri, dan hal-hal teknis. pengetahuan yang mendalam membuat pemimpin dapat membuat keputusan yang terinformasi dengan baik dan memahami akibat dari keputusan itu. menurut loma yang dikutip dari http://www.e-psikologi.com/manajemen/111202.html, kompetensi didefinisikan sebagai aspek-aspek pribadi dari seorang pekerja, yang memungkinkan dia untuk mencapai kinerja yang superior. aspek-aspek pribadi ini termasuk sifat, motif, sistem nilai, sikap, pengetahuan, dan keterampilan. kompetensi-kompetensi akan mengarahkan tingkah laku, sedangkan tingkah laku akan menghasilkan kinerja. kompetensi juga dapat diartikan (http://www.schoonover.com/competency faqs.html) sebagai suatu tingkah laku atau setiap tingkah laku yang mendeskripsikan suatu kinerja yang baik dari suatu konteks pekerjaan. kompetensi didefinisikan berbeda-beda menurut beberapa pandangan. berikut ini adalah beberapa pandangan tentang kompetensi. pertama, behaviourist. pandangan ini mendeskripsikan kompetensi sebagai suatu standar kinerja yang diperlukan untuk mencapai standar kinerja yang telah ditetapkan. pandangan ini dikemukakan oleh paviiov (rusia) dan thomdike & skinner (amrika serikat). pandangan ini hanya melihat segala sesuatu yang dapat diamati melalui observasi. kedua, constructivist. pandangan ini mendefinisikan kompetensi dalam hubungannya dengan hasil pekerjaan yang didasari oleh karakteristik sesorang tersebut, yaitu kualitas, attitude, dan nilai. pandangan ini merupakan cabang dari psikologi kognitif yang didasari oleh penelitian jean piaget (perancis) dan vygotsky (rusia) dan berfokus pada proses mental. inti dari pandangan ini adalah individu membangun pengetahuan mereka dari hasil pengamatan dan pemahaman mereka terhadap kinerja lain. (robbins dan coulter, 2005:129) (robbins dan coulter, 2005:129). ketiga, smr viewpoint. definisi kompetensi adalah penerapan pengetahuan attitude, motif, nilai behaviour ataupun karakteristik lain, sampai pada standar yang ditetapkan untuk menghasilkan produk dan jasa. kepuasan kerja adalah sikap umum terhadap pekerjaan seseorang, yang menunjukkan pembedaan antara jumlah penghargaan yang diterima pekerja dan jumlah yang mereka yakini seharusnya mereka terima (robbins 2003:78 ) dan wibowo (2007:299). kemudian, wibowo 58 journal the winners, vol. 11 no. 1, maret 2010: 55-65 (2007:300) berpendapat bahwa kepuasan kerja memiliki 2 teori mengenai kepuasan kerja dalam pendapatnya. dikatakan bahwa teori kepuasan kerja mencoba mengungkapkan apa yang membuat sebagian orang lebih puas terhadap pekerjaannya dari beberapa lainnya. teori ini juga mencari landasan tentang proses kepuasan orang terhadap kepuasan kerja. di antara teori kepuasan kerja adalah (1) two-factor theory, merupakan teori kepuasan kerja yang menganjurkan bahwa kepuasan dan ketidakpuasan merupakan bagian dari kelompok variabel yang berbeda, yaitu motivators dan hygiene factors; dan (2) value theory. menurut konsep teori ini, kepuasan kerja terjadi pada tingkat di mana hasil pekerjaan diterima individu seperti yang diharapkan. semakin banyak orang menerima hasil, akan semakin puas. semakin sedikit mereka menerima hasil, akan menjadi kurang puas. menurut kreitner dan knicki (2007) dalam wibowo (2007:302), terdapat 5 faktor yang dapat mempengaruhi timbulnya kepuasan kerja di antaranya (1) need fulfillment (pemenuhan kebutuhan). model ini dimaksudkan bahwa kepuasan ditentukan oleh tingkat karakteristik pekerjaan memberikan kesempatan pada individu untuk memenuhi kebutuhan hidupnya; (2) discrepancies (perbedaan). model ini menyatakan bahwa kepuasan merupakan suatu hasil memenuhi harapan; (3) value attainment (pencapaian nilai). gagasan model ini adalah bahwa kepuasan merupakan hasil dari persepsi pekerjaan memberikan pemenuhan nilai kerja individual yang penting; (4) equity (keadilan). dalam model ini dimaksudkan bahwa kepuasan merupakan fungsi dari seberapa adil individu diperlakukan di tempat kerja; (5) dispositional/genetic components (komponen genetik). model ini didasarkan pada keyakinan bahwa kepuasan kerja sebagian merupakan sifat pribadi dan faktor genetik. metode penelitian instrumen pengukuran yang digunakan dalam penelitian ini adalah sebagai berikut (lihat tabel 1). tabel 1 operasionalisasi variabel penelitian variabel sub variabel indikator ukuran pengujian x1. kreativitas 1. dimensi proses 2. dimensi person 1. karya baru 2. pemberian manfaat 3. penyelesaian masalah 1.terbuka terhadap pengalaman baru 2. percaya diri 3. luwes dalam berpikir dan bertindak data ordinal yang ditransform menjadi data interval skala likert x2.gaya kepemimpinan 1. authocratic 2. democratie 3. laissez-faire 1. kurang perhatian pada bawahan 2. mementingkan penyelesaian tugas 3. aktivitas ditentukan atasan 4. komunikasi satu arah 1. melibatkan bawahan 2. memperhatikan bawahan 3. komunikasi 2 arah 4. terbuka 1. kaku dalam berkomunikasi 2. bertindak sesuai prosedur 3. tunduk pada peraturan 4. karyawan dapat mengambil keputusan dalam situasi tertentu data ordinal yang ditransform menjadi data interval skala likert kreativitas, gaya kepimpinan .....(onny juwono; yuliana wangsadinata) 59 tabel 1 operasionalisasi variabel penelitian (lanjutan) variabel sub variabel indikator ukuran pengujian x3. kompetensi 1. behaviourist 2. constructivist 3. smr viewpoint 1. pencapaian kinerja 2. deskripsi tugas 3. hasil pekerjaan 1. kualitas 2. konsep diri dan nilai-nilai 3. perilaku 1. pengetahuan 2. ketrampilan 3. kinerja diatas rata-rata data ordinal yang ditransform menjadi data interval skala likert y.kepuasan kerja karyawan 1. need fulfillment (pemenuhan kebutuhan) 2. discrepancies (perbedaan) 3. value attainment (pencapaian nilai) 4. equity (keadilan) 1. rasa aman 2. kepuasan terhadap atasan 3. kompensasi 1. pekerjaan berbeda dari sebelumnya 2. promosi 3. supervisi 1. benefit 2. reward 3. peraturan 1. coworkers 2. nature of work 3. komunikasi data ordinal yang ditransform menjadi data interval skala likert teknik pengumpulan data yang digunakan adalah wawancara, yaitu teknik pengumpulan data yang dilakukan melalui pertanyaan terstruktur. dalam hal ini dengan manajemen sumber daya manusia pada pt interdata bhakti mulya mengenai manajemen sumber daya manusia yang berkaitan dengan kreativitas, gaya kepemimpinan, kompetensi terhadap kepuasan kerja karyawan. selain itu, peneliti melakukan riset kepustakaan yang berhubungan dengan masalah yang diteliti melalui buku-buku, literatur, internet dan sumber data lainnya di dalam perpustakaan. riset kepustakaan yang dilakukan terutama yang berhubungan sumber daya manusia. populasi penelitian yang dilakukan oleh sdm pt interdata bhakti mulya terdiri dari berbagai sdm, dengan berbagai latar belakang dan pekerjaan yang berbeda. penarikan sampel untuk penelitian ini dilaksanakan pada bulan mei 2009, dengan membagi sejumlah kuisioner kepada sdm yang bekerja di pt interdata bhakti mulya. penentuan jumlah sampel pada penelitian ini menggunakan tekhnik sampel slovin, di mana populasinya adalah sdm pada pt interdata bhakti mulya. di mana : n = ukuran sampel n = ukuran populasi e = nilai kritis dengan demikian, didapat nilai e = 5% (0,05) sehingga didapatkan e² = 0,0025. maka berdasarkan rumus di atas, didapatkan jumlah sampel sebagai berikut: n n = 1 + n ( e ) ² 60 journal the winners, vol. 11 no. 1, maret 2010: 55-65 n = 50 1 + 50 ( 0,0025 ) n = 44,44 ≈ 45 responden setelah didapatkan jumlah responden, maka penelitian mulai dilakukan dengan membagikan kuisioner kepada 45 responden, yakni karyawan pada pt interdata bhakti mulya. adapun metode untuk menganalisis data adalah pearson product moment (ppm) dan path analysis. pearson product moment digunakan untuk mengetahui derajat hubungan antara variabel bebas (independent) dengan variabel terikat (dependent). rumus yang digunakan korelasi ppm (sederhana) adalah: rxy = n ( ∑ xy ) – ( ∑ x ) . ( ∑ y ) √ [ n . ∑ x² ( ∑ x )² ] . [ n. ∑ y² ( ∑ y )² korelasi ppm dilambangkan dengan (r) dengan ketentuan nilai r tidak lebih dari harga (-1 ≤ r ≤ + 1). apabila nilai r = -1 artinya korelasinya negatif sempurna; r = 0 artinya tidak ada korelasi; dan r = 1 berarti korelasinya sangat kuat. model path analysis digunakan untuk menganalisis pola hubungan antar variabel dengan tujuan untuk mengetahui pengaruh langsung maupun tidak langsung seperangkat variabel bebas (eksogen) terhadap variabel terikat (endogen). berdasarkan pendapat riduwan dan engkos achmad kuncoro (2007:115), teknik analisis jalur akan digunakan dalam menguji besarnya sumbangan (kontribusi), yang ditunjukkan oleh koefisien jalur pada setiap diagram jalur dari hubungan kausal antar variabel x1, x2, x3 terhadap y. berikut analisis jalur yang digunakan (gambar 1): gambar 1 sub struktur 1 hubungan kausal x1, x2, dan x3 ke y dengan menggunakan path analysis sumber: data diolah berdasarkan analisis jalur di mana : x1 = kreativitas x2 = gaya kepemimpinan x3 = kompetensi y = kepuasan kerja karyawan kreativitas, gaya kepimpinan .....(onny juwono; yuliana wangsadinata) 61 hasil dan pembahasan hipotesis yang diuji adalah (1) kreativitas dan gaya kepemimpinan berkontribusi secara simultan dan signifikan terhadap kompetensi; dan (2) kreativitas, gaya kepemimpinan, dan kompetensi berkontribusi secara simultan dan signifikan terhadap kepuasan kerja karyawan (gambar 2). gambar 2 hubungan kausal empiris sub-struktur 1 variabel x1, x2 tehadap variabel x3 menguji sub-struktur 2 y = pyx1 x1 + pyx2 x2 + pyx3 x3 + pε 2 62 journal the winners, vol. 11 no. 1, maret 2010: 55-65 gambar 3 hubungan kausal empiris variabel x1, x2 , dan x3 terhadap y hasil dari koefisien jalur pada sub-struktur 1 dan sub-struktur 2 berubah menjadi persamaan struktur, yaitu: x3 = px 3 x1 + p x3 x2 + px3 ε 1 dan r²x3 x1x2 = 0.712 x1 + 0.274 x2 + 0.3535 ε 1 dan r²x3x1 x2 = 0.585 y = pyx2 x2 + pyx3 x3 + py ε2 dan r²yx3 x2 = 0.585 x2 + 0.416 x3 + 0.2098 ε2 dan r²yx 3 x2 = 0.956 dengan diketahuinya seluruh koefisien jalur dari hubungan seperti yang digambar dalam gambar 3, dapat diketahui pengaruh langsung dan pengaruh tidak langsung serta pengaruh total dan pengaruh bersama dari tiap-tiap variabel yang mempengaruhi variabel tertentu. hasilnya dirangkum dalam tabel 2 berikut ini: tabel 2 rangkuman pengaruh x1, x2, x3 terhadap y variabel koefisien jalur pengaruh pengaruh bersama ( r²yxk ) langsung tidak langsung melalui x3 total x1 0.712 0.712 0.416 0.712 x 0.416 = 0.296 x2 (1) 0.274 0.274 0.416 0.274 x 0.416 = 0.113 x2 (2) 0.585 0.585 0.585 x3 0.416 0.416 0.416 ε 1 0.3535 0.3535² = 12,49 ε 2 0.2098 0.2098² = 4.4 x2 dan x3 0.956 keterangan : kontribusi hasil sudah dikuadratkan pengaruh hasil yang belum dikuadratkan kreativitas, gaya kepimpinan .....(onny juwono; yuliana wangsadinata) 63 berdasarkan hasil perhitungan analisis jalur struktural di atas, maka memberikan informasi secara objektif sebagai berikut. pertama, pengaruh tidak langsung kreativitas (x1) terhadap kepuasan kerja karyawan (y) melalui kompetensi (x3) sebesar 0.296. dengan demikian, pengaruh total kreativitas (x1) terhadap kepuasan kerja karyawan (y) sebesar 0.296 sehingga peranan kreativitas (x1 ) mempengaruhi kepuasan kerja karyawan (y) sebesar 0.712 dan berbanding lurus atau searah karena (+). artinya, jika kreativitas (x1) diberi penambahan nilai 1, maka kepuasan kerja karyawan (y) akan bertambah sebesar 0.712² = 50.6% dan begitu seterusnya. besarnya kontribusi kreativitas (x1) secara langsung mempengaruhi kepuasan kerja karyawan (y) adalah sebesar 0.712 dan secara tidak langsung kreativitas (x1) mempengaruhi kepuasan kerja karyawan (y) melalui kompetensi adalah sebesar 0.416. kedua, pengaruh tidak langsung gaya kepemimpinan (x2) terhadap kepuasan kerja karyawan (y) melalui kompetensi (x3) sebesar 0.113. dengan demikian, pengaruh total gaya kepemimpinan (x2) terhadap kepuasan kerja karyawan (y) sebesar 0.113 sehingga peranan gaya kepemimpinan (x2 ) mempengaruhi kepuasan kerja karyawan (y) sebesar 0.274 dan berbanding lurus atau searah karena (+). artinya, jika gaya kepemimpinan (x2) diberi penambahan nilai 1, maka kepuasan kerja karyawan (y) akan bertambah sebesar 0.274² = 7.50% dan begitu seterusnya. besarnya kontribusi gaya kepemimpinan (x2) secara langsung mempengaruhi kepuasan kerja karyawan (y) adalah sebesar 0.274 dan secara tidak langsung gaya kepemimpinan (x2) mempengaruhi kepuasan kerja karyawan (y) melalui kompetensi adalah sebesar 0.416. ketiga, peranan gaya kepemimpinan (x2) mempengaruhi kepuasan kerja karyawan (y) sebesar 0.585 dan berbanding lurus atau searah karena (+). artinya, jika gaya kepemimpinan (x2) diberi penambahan nilai 1, maka kepuasan kerja karyawan (y) akan bertambah sebesar 0.585 dan begitu seterusnya. besarnya kontribusi gaya kepemimpinan (x2) secara langsung mempengaruhi kepuasan kerja karyawan (y) sebesar 0.585² = 34.2% . simpulan berdasarkan uraian serta hasil dan analisis sebelumnya mengenai analisis pengaruh kreativitas, gaya kepemimpinan, dan kompetensi terhadap kepuasan kerja karyawan, maka dapat diambil kesimpulan, sebagai berikut. pertama, dari penilaian karyawan akan kedua dimensi kreativitas pt interdata bhakti mulya, yaitu kreativitas dengan tipe dimensi proses dan kreativitas dengan tipe dimensi person, maka karyawan menilai netral terhadap kreativitas dengan tipe dimensi proses. kedua, dari ketiga gaya kepemimpinan, yaitu authocratic, democratie, dan laisser-faire, maka perilaku yang diterapkan oleh pimpinan pt interdata bhakti mulya menurut penilaian karyawan adalah gaya kepemimpinan tipe authocratic dan laisser-faire. ketiga, dari penilaian karyawan akan ketiga dimensi kompetensi pt interdata bhakti mulya, yaitu kompetensi tipe behaviourist, constructivist, dan smr viewpoint, maka karyawan menilai setuju dengan kompetensi tipe behaviourist yang diterapkan di perusahaan. keempat, kreativitas berpengaruh dan berkontribusi secara signifikan terhadap kepuasan kerja karyawan pt interdata bhakti mulya sebesar 68.6%. dapat diartikan bahwa dengan karyawan memiliki kreativitas yang baik, maka dapat memberikan pengaruh terhadap kepuasan kerja karyawan. kelima, gaya kepemimpinan berpengaruh dan berkontribusi secara signifikan. 139 terhadap kepuasan kerja karyawan pt interdata bhakti mulya sebesar 92.5%. dapat diartikan bahwa dengan gaya kepemimpinan diterapkan dengan baik, maka akan memberikan pengaruh terhadap kepuasan kerja karyawan. keenam, kompetensi berpengaruh dan berkontribusi secara signifikan terhadap kepuasan kerja karyawan pt interdata bhakti mulya sebesar 89.5%. dapat diartikan bahwa dengan memiliki kompetensi yang baik, maka akan memberikan pengaruh terhadap kepuasan kerja karyawan. ketujuh, kreativitas, gaya kepemimpinan, dan kompetensi berpengaruh dan berkontribusi secara signifikan terhadap kepuasan kerja karyawan sebesar 58.5%. dapat diartikan bahwa dengan menerapkan kreativitas dengan baik, maka gaya kepemimpinan diterapkan dengan baik dan mempunyai kompetensi yang baik dapat memberikan pengaruh terhadap kepuasan kerja karyawan. 64 journal the winners, vol. 11 no. 1, maret 2010: 55-65 berdasarkan uraian serta hasil dan analisis pada bab-bab sebelumnya mengenai analisis pengaruh kreativitas, gaya kepemimpinan, dan kompetensi terhadap kepuasan kerja karyawan, maka dapat diambil kesimpulan, sebagai berikut. pertama, hasil pengolahan dan analisis data menunjukkan bahwa penilaian kreativitas oleh karyawan pt interdata bhakti mulya memberikan kontribusi yang cukup besar terhadap kepuasan kerja karyawan, namun kontribusi ini dirasa masih dapat ditingkatkan lagi. hasil temuan penelitian ini diperlukan upaya-upaya untuk memperbaiki kreativitas agar tujuan dari kreativitas dapat mencapai tujuan sehingga dapat meningkatkan kepuasan kerja karyawan. upayaupaya tersebut antara lain dengan cara kayawan diberi kesempatan untuk mengikuti seminar-seminar, workshop, dan pelatihan secara berkala yang dapat bermanfaat untuk mengembangkan potensi kreativitas yang dimiliki. kedua, hasil pengolahan data dan analisis data menunjukkan bahwa gaya kepemimpinan yang diterapkan di pt interdata bhakti mulya memberikan kontribusi yang cukup besar terhadap kepuasan kerja karyawan, namun kontribusi ini dirasa masih dapat ditingkatkan lagi. hasil temuan penelitian ini diperlukan upaya-upaya untuk memperbaiki gaya kepemimpinan agar tujuan dari gaya kepemimpinan yang diterapkan dapat mencapai tujuan sehingga dapat meningkatkan kepuasan kerja karyawan. upaya-upaya tersebut antara lain dengan cara (1) pimpinan diberikan kesempatan untuk mengikuti seminar-seminar kepemimpinan atau leadership secara berkala sehingga dapat mengembangkan dan meningkatkan gaya kepemimpinannya; dan (2) pimpinan sebaiknya sedikit melepaskan gaya authocratic dan gaya laisser-faire yang masih terkandung dalam gaya kepemimpinannya. dengan begitu, maka kepuasan kerja karyawan akan dapat lebih terpenuhi jika tidak terlalu dibatasi oleh prosedur-prosedur yang selama ini dijadikan landasan pemimpin dalam bertindak dan mengambil keputusan; dan sebaiknya pemimpin lebih menjalin hubungan yang lebih erat lagi antara atasan dan bawahannya sehingga dapat memberikan peningkatan kinerja karyawan yang dapat memberikan pencapaian kepuasan kerja karyawan. ketiga, hasil pengolahan data dan analisis data menunjukkan bahwa kompetensi yang diterapkan di pt interdata bhakti mulya memberikan kontribusi yang cukup besar terhadap kepuasan kerja karyawan, namun kontribusi ini dirasa masih dapat ditingkatkan lagi. hasil temuan penelitian ini diperlukan upaya-upaya untuk memperbaiki kompetensi agar tujuan dari kompetensi yang diterapkan dapat mencapai tujuan sehingga dapat meningkatkan kepuasan kerja karyawan. upaya-upaya tersebut antara lain dengan jalan kayawan diberi kesempatan untuk mengikuti seminar-seminar, workshop, dan pelatihan secara berkala yang dapat bermanfaat untuk mengembangkan dan mengasah potensi kompetensi yang dimiliki. daftar pustaka engko, c., dan gudono. 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(2007). manajemen kinerja, jakarta: raja grafindo perkasa. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 85 the winners, 21(2), september 2020, 85-91 doi: 10.21512/tw.v21i2.6908 the effect of work autonomy and workload on job satisfaction of female workers in the banking sector: mediating the role of work life balance iqbal ramadhani fuadiputra1*; khusnul rofida novianti2 1,2department of management, universitas muhammadiyah malang jl. bendungan sutami no. 188, sumbersari, malang, jawa timur 65145, indonesia 1iqbalramadhanif@umm.ac.id; 2khusnulrofida@umm.ac.id received: 11th august 2020/ revised: 03rd november 2020/ accepted: 09th november 2020 how to cite: fuadiputra, i. r., & novianti, k. r (2020). the effect of work autonomy and workload on job satisfaction of female workers in the banking sector: mediating the role of work life balance. the winners, 21(2), 85-91. https://doi.org/10.21512/tw.v21i2.6908 abstract the research focused on the role of work-life balance to mediate the effect of work autonomy and workload on female workers’ job satisfaction, particularly in the banking sector. by applying quantitative approach and data collection, the research used questionnaire to 100 female workers in the banking sector in malang city, east java, and analyzed using partial least square (pls) software. the results show that workload has a significant effect on work-life balance. work autonomy, workload, and work-life balance have a direct and insignificant effect on job satisfaction. nevertheless, the research highlights the importance of managing work-life balance especially for female workers related to high workload and less autonomy for their job satisfaction in the banking sector especially in malang. keywords: work autonomy, workload, job satisfaction, female workers, banking sector, work-life balance i. introduction work-life balance has been widely used as a precursor to work and life satisfaction since 25 years ago. most researchers consider the influence of worklife balance (such as autonomy, work-life conflicts) on job satisfaction as a direct and indirect relationship. mas-machuca, berbegal-mirabent, and alegre, (2016), as well as hoobler, wayne and lemmon (2009) have done research on work-life balance by focusing on female workers with multiple roles. female employment in indonesia is reported to have increased by 17% in 2019 (ilostat, 2020), while one of the largest sectors has been the banking sector. indonesia has experienced a significant increase in female workers based on data from the central statistics agency recorded until february 2019 that the workforce for women reaches 55% of the total 140 million people in the force. it is essential for employees to have good work-life balance, so they feel engaged and loyal for the long term to their organization. work-life balance is a compromise between two entirely separate roles played by a person, namely work and family roles, which add happiness to the life of the role-holder (shaffer et al., 2016). work-life balance is, thus, a time-sharing arrangement between work and family by an employee. its imbalance in either type, when work spills into the family realm or when family problems spill over into the work domain, is a possible cause of stress and unconstructive working attitudes. consequently, they might favorably lead to burnout (tziner et al., 2015; rubio et al., 2015). although the work-life balance or imbalance will positively or adversely impact employee performance (anwar, hansu, & janjua, 2013), a work-life balance and imbalance analysis concerning employee performance as an outcome variable seem crucial (konrad & mangel, 2000; ahmad, 2008). the work-life mismatch may have significant consequences for organizations, such as low productivity and bad results (cohen & liani, 2009). the role of workers in maintaining a worklife balance is well known (rorondo & kincaid, 2008). individual workers or managers have various choices, for example, flexible-hour programs to pay for additional time, to decide the balance. female workers usually deals with having problems of being good housewives or good workers (noor, 2004) since they need to protect their work life and privacy. the process of managing work-life balance is a major challenge for individuals and organizations 86 the winners, vol. 21 no. 2 september 2020, 85-91 (zhang et al., 2017; zhang, griffeth & fried, 2012). work autonomy has special importance toward worklife balance as it allows workers to perform effectively and efficiently. as one of job-related variables that can impact a person’s well-being, work autonomy provides freedom and control for employees’ performance. this freedom is related to decide the method, schedule, and other ways of doing work. employees who have better control over their work are considered less stressed, so they tend to be happier at work. freedom also means flexibility which provides a better balance to competing demand for work and personal life. higher value of work autonomy expands the opportunity of achieving better work-life balance. byrne (2005) defines work-life balance as juggling at any given point in time five facets of one’s life–job, family, friends, health and self. clutterbuck (2003) state that it is the knowledge of various energy and time demands, and also the ability to assign time and energy among different job and life fields, and then options to submit and make. work-life balance provides activities that will potentially improve employee efficiency and versatility in meeting different requirements. issues of work-life balance– stress levels, competition and workplace insecurities– at workplace occurs to be extremely important since they might cause instability in work-life balance (bonney, 2005). autonomy designs jobs in a way that gives employees a broad scope to enact the job (patterson et al., 2005). increased autonomy helps workers to be more flexible and innovative in doing their jobs. researchers have shown that work autonomy has a positive effect on work-life balance, which the female workers need. (bulger & fisher, 2012; and masmachuca et al., 2016). job satisfaction is related to several aspects that need to be maintained and characterized as a pleasurable state of emotion (al jenaibi, 2010), which is a significant indicator of citizenship activity in organizations (gyekye & haybatollahi, 2015). organ and konovsky (1989) point out that there are two constituents to work satisfaction: an effective aspect and a component that is not effective (cognitive). the effective aspect is employee emotional status, whereas the non-affective (cognitive) portion relates to the happiness associated with the work performance evaluation. parnell and crandall (2003), and lovett, coyle and adams (2004) identify work satisfaction as the essential since it often becomes the main subject of research regarding industrial/organizational psychology as well as organizational and social behavior. the banking sector is also indicated to have had a high turnover rate due to high workloads. higher workload is recorded as the main driver that can reduce the quality of work-life balance. this also happens in indonesia where the workload in the financial sector is merely high based on the results of interviews with workers burdened with loads of work targets by the company. experts have shown that workload significantly affects work-life balance (pandu, balu & poorani, 2011) and fan & smith, 2017). thus, the proposed hypotheses are: h1: work autonomy has a positive effect on worklife balance h2: workload has a positive effect on work-life balance a number of researchers have indicated the relationship between several key drivers of quality of work-life–autonomy, workload, and work-life balance–on job satisfaction. the workers acquiring work-life balance tend to be satisfied in their jobs, which motivates them to commit high loyalty to the organization. job satisfaction is a concept that is frequently used to present a strategic move for a successful organization. positive and significant effects of job autonomy on job satisfaction are found by gözükara & çolakoğlu (2016). workload and work-life balance are considered to have significant and positive effects on job satisfaction (fan & smith, 2017; mušura, koričan & krajnović, 2013; haar et al., 2014; mas-machuca et al., 2016; talukder vickers & khan, 2018). on the other hand, holland et al. (2019) come up with different results that work-life balance does not have a significant effect on job satisfaction. this inconsistent finding needs to be reviewed in the banking sector. thus, the proposed hypotheses are: h3: job autonomy has a positive effect on job satisfaction h4: work load has a positive effect on job satisfaction h5: work-life balance has a positive effect on job satisfaction a good work-life balance will affect individual job satisfaction as well as other outcomes in an organization. holland et al. (2019) point out that work-life balance has a mediating effect between work autonomy and workload on job satisfaction. the hypotheses are formulated to be: h6: work-life balance has a mediating effect of work autonomy on job satisfaction h7: work-life balance has a mediating effect on workload on job satisfaction briefly, the connection between the variables and the hypotheses is shown in figure 1. the research aims to examine the effect of work autonomy and workload mediated by work-life balance on job satisfaction in the banking sector, especially for female workers who live in malang due to accessibility and banking complexity. it is expected that the research gives an insight for managerial level about managing work-life balance and other organizational outcome in banking sector. 87the effect of work autonomy..... (iqbal ramadhani fuadiputra; khusnul rofida novianti) figure 1 research framework ii. methods a quantitative approach is applied to describe the relationship between the variables tested, namely work autonomy and workload on job satisfaction mediated by work life balance. the population are female workers in the banking sector in malang, east java. using non-probability sampling from the number of unidentified populations, the minimum number of samples is based on the variables (cooper & schindler, 2014). hair et al. (1998) state that the minimum sample size with the variable ≤5 must be 100 or more. thus 100 respondents are involved as samples in the research. data measurement uses online questionnaires, which are divided into two parts: 1) respondent demographics; and 2) research variables–work autonomy, workload, work-life balance and job satisfaction. a five-point likert scale is used, ranging from 1 (strongly disagree) to 5 (strongly agree). work autonomy is measured using the qps nordic questionnaire (elo et al., 2000) with 15 items. workload is measured by five items adjusted to the quantitative workload inventory (spector & jex, 1998). work-life balance is measured using a 15-item work interference with personal life (wipl) questionnaire by fishermcauley et al. (2003). job satisfaction is measured by six items by tsui et al. (1992). data analysis uses smart partial least squares software (smart-pls) to describe the relationship between variables and indicator using path model, consisting of three stages, namely data analysis, external and internal model evaluation, and hypothesis testing. the sobel test is used to examine the mediating effect of work-life balance on the relationship between work autonomy and workload on job satisfaction. iii. results and discussions as seen in table 1, the following descriptions of respondents can be briefly elaborated that 38% are single and 62% are married, 24% are between 41 to 45 years old, and most of the length of work is between one and two years. 79% of the major respondents are graduated from university. table 1 demographics of respondents detail item frequency % gender women 100 100 age (years) 20-25 12 12,5 26-30 22 22,3 31-35 20 20 36-40 12 12,5 41-45 24 24,3 >46 10 8,4 status married 38 38 single 62 62 length of service <1 year 9 9 1-2 years 32 32 3-4 years 24 24 5-6 years 20 20 >6 years 15 15 education high school 2 2 diploma 6 6 bachelor 79 79 magister 13 13 source: own primary data (2020) the results of the evaluation of the external model are carried out through convergent validity and uni-dimensionality in table 2. the most ideal loading value is above 0,7 (vinzi et al., 2010), but loading scores between 0,5 and 0,7 are still acceptable (hair et al, 1998). in the research, no variables are found to experience an outer loading below 0,5 so there is no convergent validity problem. uni-dimensionality is tested using composite reliability, in which the value must be higher than 0,7 of each variable. there were no problems in uni-dimensionality since the score is above 0,9. table 2 external load and composite reliability variable ave √ave composite reliability job autonomy 0,904 0,951 0,979 workload 0,980 0,989 0,993 work life balance 0,687 0,829 0,939 job satisfaction 0,827 0,909 0,935 source: own primary data (2020) discriminant validity is done by comparing the cross loading value with the outer loading score. the score of external loading must be higher than cross 88 the winners, vol. 21 no. 2 september 2020, 85-91 loading. partial least square (pls) analysis shows that the outer loading of each variable is greater than the cross loading value. therefore, no discriminant validity issue is detected, as shown in table 3. table 3 summary of external model evaluation build ja wl wlb js job autonomy (ja) 0,907 workload (wl) 0,156 0,920 work life balance (wlb) 0,107 0,599 0,859 job satisfaction (js) 0,260 0,048 0,157 0,944 source: own primary data (2020) inner model evaluation is measured by the coefficient of determination score (r-squared). r2 values were categorized into three classes: weak (0,25), moderate (0,5), and substantial (0,75) (hair et al, 1998). the research result shows the value of r-squared is considered weak, as seen in table 4. table 4 evaluation of inner model build r-squared job autonomy (ja) workload (wl) work life balance (wlb) 0,359 job satisfaction (js) 0,092 source: own primary data (2020) seven hypotheses are proposed in this research. table 5 summarizes the hypothesis testing of the direct effect of each variable. work autonomy has no significant effect on work life balance. workload has a significant effect on work life balance (h2). the other three hypotheses (h3, h4, and h5) have no significant effect on job satisfaction. table 6 summarizes the indirect effects of work autonomy and workload on job satisfaction mediated by work life balance. h6 predicts the mediating effect of work-life balance on the relationship between job autonomy and job satisfaction. h7 predicts the mediating effect of work life balance on the relationship between workload and job satisfaction. figure 2 shows the hypothesis testing framework, whereas table 6 describes the results. figure 2 hypothesis results empirically, the results show that work autonomy has no significant effect on work-life balance. this result turns out to be different from table 5 hypothesis test for direct effect research street t-statistic original sample (o) p-value result ja → wlb 0,131 0,014 0,896 not significant wl → wlb 5,575 0,569 0,000 urgent ja → js 1,578 0,256 0,115 not significant wl → js 0,634 -0,107 0,536 not significant wlb → js 1,051 0,195 0,294 not significant source: own primary data (2020) table 6 hypothesis test for direct effect research street t-statistic original sample (o) p-value result ja → wlb → js 0,081 0,003 0,936 not significant wl → wlb → js 0,989 0,016 0,323 not significant source: own primary data (2020) 89the effect of work autonomy..... (iqbal ramadhani fuadiputra; khusnul rofida novianti) previous research by bulger and fisher (2012) and mas-machuca et al. (2016). this occurs due to the low level of work autonomy obtained by women workers in the banking sector since they are majorly at the middle to lower level managerial level. work and personal life must be implemented seamlessly, and should not be left to negative effects on one another. both balance and imbalance are likely to impact overall performance teachers, as well as the corporation success (guest, 2012). there are workers who believe in work-life policies of harmony such as versatility, family-friendly advantages, work-life services and projects. it demonstrates that employers are concerned in their benefits and health jobs. therefore, the work satisfaction of is enhanced to encourage them in providing higher interaction rates and loyalty to its organizational goals and mission (forsyth & polzerdebruyne, 2007), so they do not have adequate work autonomy. moreover, in this position of banking sector, a worker is not given more authority because their position is administrative in nature, in which they tend to do almost same things every single day. thus this position do not need more authority. the results show that workload has a positive and significant effect on work-life balance. this direct effect strengthens the research by chawla & shondi (2012) and fan and smith (2017). a higher workload will have an impact on decreasing the work-life balance of female workers in the banking sector. based on observations, the workload will increase drastically when it is about time for the closing book period in the banking sector, usually at the end of the month, the mid-year report and the end of the year. almost at these particular period, workers in the banking sector experience a decrease in their work-life balance. the effect of work autonomy has no significant effect on job satisfaction, which turns out to be different from previous research by (gözükara & çolakoğlu, 2016). the existence of work autonomy does not necessarily increase the level of job satisfaction of female workers in the banking sector. the level of job satisfaction is low since their positions do not necessarily require them to have authorities. furthermore, workload does not have a significant effect on job satisfaction, which shows contrast towards fan and smith (2017). the research finds that more workload leads to lower the job satisfaction level. female workers prefers not to be burdened by piles of assignments which requires them to work overtime. the work-life balance of female workers does not have a significant effect on job satisfaction. these results strengthen the research conducted by holland et al. (2019), while differs from mušura et al. (2013), haar et al. (2014), mas-machuca et al. (2016), and talukder et al. (2018). due to the extremely high pressure at work, there is not a good balance between work and personal life of these female bank workers, which leads to lower job satisfaction level. in this case, female bank workers tend to see this as continuous routine, so their sense of satisfaction might not be fulfilled. furthermore, the absence of work-life balance in banking sector is not only experienced by female workers in middle-lower managerial level but also in middle-top managerial level associated with the extensive workloads, especially at the end of month. additionally, the research finds that work autonomy and work satisfaction, mediated by worklife balance, have no indirect effect on job satisfaction for female workers in banking sector. these results support the research by holland et al. (2019) that higher workload negatively impacts the well-being of individuals by reducing their satisfaction in maintaining a good and healthy work-life balance of women workers. in addition, the authority in banking employees itself has a large portion for workers in middle management and top management positions, in which they are considered to have more quality in carrying out tasks. these results indicate the importance of paying attention to improve aspects of work-life balance for female workers in banking sector. it it is considered that the workers are given more work autonomy and less extensive workloads, so the balance between work and private life can be realized, thus job satisfaction is fulfilled. iv. conclusions the research examines the relationship between work autonomy and workload on job satisfaction mediated by work-life balance, on female workers in banking sector. the affirmation and explanation of this case strengthens several preceding research on the importance of having a good work-life balance in relation to personal outcomes. the results indicate that all hypotheses are rejected except the relationship between workload and work-life balance. this is due to the fact that most of the respondents are in middlelow management positions, which makes their work authority are less likely to affect the work-life. this implies and gives an insight to the company leaders to pay attention to their female employees. it is, in addition, crucial for leaders to be aware that less workload and more job autonomy can significantly increase employees’ job satisfaction. the limitation of the research includes the number of samples that cannot be generalized, and all female bank workers in malang. future research can replicate this model using middle-higher level management level to validate and finding out the difference. this model can be used in other sectors such as industry, education, private, and government. it is suggested that further research uses several variables to add dependent variables such as quality of work life, work conflict, family work conflict, well-being, job performance and influential factors for leaving the organization. likewise, moderating variable such as work incentives or other job-related variables can be added to expand the research scope. 90 the winners, vol. 21 no. 2 september 2020, 85-91 references ahmad, a. 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(2017). exploring the effects of job autonomy on engagement and creativity: the role of moderation of performance stress and learning goal orientation. journal of business and psychology, 32(3), 235-251. https://doi.org/10.1007/s10869-016-9453-x. silver entrepreneurship agenda in malaysia: a proposed model for productive aging noor hazlina ahmad1; aizzat mohd nasurdin2; hasliza abdul halim3; pishen seet4 1,2,3 school of management, universiti sains malaysia 11800 penang, malaysia hazlina@usm.my 4flinders business school, flinders university gpo box 2100, adelaide sa 5001, australia pi-shen.seet@flinders.edu.au abstract this paper aims at proposing a framework for productive aging among those aged 45-plus or retiree via entrepreneurial initiatives, known as ‘silver entrepreneurs’. evidence has shown that the number of malaysians aged population is estimated to be more than 1.4 million and is projected to increase to 3.3 million in the year 2020 (mafauzy, 2000). it is acknowledged that a group of these will comprise of professionals who are aged 45-plus and retirees with relevant industry experience as well as knowledge and well-established networks built up over their working careers which will enable them to effectively identify entrepreneurial opportunities and secure resources efficiently to exploit them. however, there is little research on and understanding of what drives these ‘silver entrepreneurs’, with most of the research, focussed on entrepreneurial ventures started by 18-35 year-olds. this means that policy-makers are ill-equipped to develop specific measures that will assist retirees into a second or sunset career in entrepreneurship. this research aims to bridge the gap by assessing the profile and motivations of silver entrepreneurs in malaysia with a specific focus on understanding the internal and external factors that affect their intentions to start new ventures as well as factors that affect the success and growth of these ventures. keywordsb productive aging, silver entrpreneurs, new venture, malaysia abstrak tulisan ini mengusulkan sebuah kerangka kerja untuk usia produktif antara 45-plus atau pensiunan melalui inisiatif kewirausahaan, yang dikenal sebagai 'pengusaha perak'. bukti menunjukkan bahwa jumlah penduduk malaysia usia matang diperkirakan lebih dari 1,4 juta dan diproyeksikan meningkat menjadi 3,3 juta pada tahun 2020 (mafauzy, 2000). kelompok yang terdiri dari profesional yang berusia 45 tahun ke atas dan pensiunan dengan pengalaman industri yang relevan serta pengetahuan dan jejaring yang telah terbina diakui telah membangun karir mereka yang memungkinkan untuk mengidentifikasi peluang kewirausahaan dan sumber daya yang aman secara efisien untuk bereksploitasi. namun, ada penelitian dan pemahaman tentang hal-hal yang mendorong pengusaha perak' ini mulai berfokus pada usaha kewirausahaan antara usia 18-35 tahun. hal ini menyiratkan bahwa para pembuat kebijakan kurang siap mengembangkan langkah-langkah khusus yang akan membantu para pensiunan ke dalam ‘karir kedua’ mereka yaitu berwirausaha. penelitian ini bertujuan untuk menjembatani kesenjangan ini dengan menilai profil dan motivasi pengusaha perak di malaysia yang khusus berfokus pada pemahaman faktor internal dan eksternal yang mempengaruhi niat mereka untuk memulai usaha baru serta faktor-faktor yang mempengaruhi keberhasilan dan pertumbuhan usaha-usaha tersebut. kata kunci: usia produktif, pengusaha perak, usaha baru, malaysia introduction silver entrepreneurship is a highly relevant yet largely under-researched phenomenon. it is anticipated that over time, silver entrepreneurs (i.e., retirees or people aged 45-plus who start up a business) will have a growing impact upon national economic performance, policy frameworks, academia and the business community. as populations age, this cohort will increasingly become a mainstream issue for analysis and debate, especially when it has the potential to generate “first generation entrepreneurs” in the family. little is known about the ability of this group to embark on entrepreneurial career or journey. such research is the first step towards a better understanding of how to encourage and support productive ageing in the 21st century and beyond and is seen as a first promising step to develop “first generation entrepreneurs” in the family. this research aims at exploring the silver entrepreneurs success and growth by examining entrepreneurship at older ages. this study is one of the first initiatives to delve into silver entrepreneurship in malaysia with the hope to provide insights into the factors affecting silver entrepreneurship success as well as the challenges faced in maneuvoring silver ventures. this effort is deemed crucial since fostering silver enterpreneurship offers “productive aging” among retirees/mature people in the country. encouraging silver entrepreneurship could also provide a solid platform in developing “first generation entrepreneurs” in a family institution which could assist in transforming the socio-economic well being of the family itself and the society at large. this is also inline with malaysia’s national agenda to transform the society to become a high income society via the new economic model. finally this study aims to offer recommendations on the possible formation of conducive “entrepreneurship ecosystem” for silver ventures. with the preceding justifications, this study is geared towards exploring and investigating a novel issue in the local context . in addition, given that no study has been conducted in this area, the study attempts to venture into an emerging and potentially transformative research ideas pertaining to bolstering ”productive aging” via silver entrepreneurship. for the purpose of this study silver entrepreneurs is defined as people aged 45-plus or retirees who starts up a business. research background in line with the national agenda to "transform the malaysian economy to become one with high incomes and quality growth" by 2020 as stated in the new economic model, it is deemed timely that the focus should also be directed towards creating a “productive aging” among mature population. the goal is to stimulate economic growth by keeping the momentum going and the productivity level high across all demographic segments in the society, in part through encouraging entrepreneurial pursuit even at the older age. this could also be a means to develop first generation entrepreneurs within the family system because the younger generation is able to learn from the vicarious learning mode with the presence of a role model in the family. it has been posited that silver entrepreneurs possessed various capabilities and resources that could be leveraged on to generate a successful venture given the work history and experiences they obtained from previous employment. as such, exploring the entrepreneurial endeavor among this cohort could provide a new perspective on the whole concept of “entrepreneurship” altogether. at present, the number of malaysians aged population is estimated to be more than 1.4 million and is projected to increase to 3.3 million in the year 2020. specifically, the percentage of the population that is 60 years and over has also increased over the years 5.2% in 1970, 5.7% in 1990 and 6.3% in the year 2000. in the year 2020, this percentage is expected to be 9.8% of the population. between 1990 and 2020, the population of malaysia is expected to increase from 18.4 million to 33.3 million – an increase of 80%. the aged population however is expected to increase from 1.05 million in 1990 to 3.26 million over the same period, an increase of 210% (mafauzy, 2000). apart from an increase in the aged population, the aged are also living longer as evidenced by an increase in the life expectancy (table 1). similarly, a report by unicef (2012) has stated that the life expectancy at birth for malaysian population has shown a dramatic increase from 64 (1970) to 70 (1990) to 74 (2010). table 1 malaysia demographic profile 2011 (index mundi, 2011) total population: 28,728,607 (july 2011 est.) age structure male female 0-14 years (29.6%) 4,374,495 4,132,009 15-64 years (65.4%) 9,539,972 9,253,574 65 years and over (5%) 672,581 755,976 life expectancy total population: 73.79 years 71.05 years 76.73 years another report published by the department of statistics malaysia (2012) indicated the increase percentage of aging population in malaysia. the proportion of the population of malaysia below the age of 15 years decreased to 27.6 per cent compared with 33.3 per cent in 2000. in contrast, the proportion of working age population (15 to 64 years) increased to 67.3 per cent from 62.8 per cent. the proportion of population aged 65 years and over also increased to 5.1 per cent as compared with 3.9 per cent in 2000. consequently, the median age increased from 23.6 years in 2000 to 26.2 years in 2010. the trend of these indicators is in line with the transition of age structure towards aging population of malaysia (figure 1). figure 1. number of population by sex and age group, malaysia 2000 and 2010. having noted that, age segmented data about sme owners in malaysia is not available from the published reports, however, an examination of 212 entrepreneurs in malaysia has reported close to 20% of the entrepreneurs started business above the age of 40 (ahmad et.al, 2010). this figure, at the very least, provides an evidence that silver entrepreneurs do exist in the context of malaysia. in addition, as reported by gaskell (2011), more than 25% of new businesses in the uk are started by people that have recently retired, according to new research by clydesdale and yorkshire bank. the research, which involved more than 500 small business owners from across the land, concluded that 23% of silver entrepreneurs set up their businesses after being made redundant, with a further 12% doing so after retirement. according to evans (2011) in his article “can older people do startups?”, the author has identified a few reasons as to the increasing number of start ups among older cohorts. some of the reasons are: (1) availability of wealth of experience from working with a wide variety of people and companies; (2) availability of extensive networks that can be leveraged to open doors for a startup from a marketing and sales perspective; (3) financial stability. at the macro-level, the move towards greater entrepreneurial activity has the potential to reduce the overall burden of pension, social welfare and health costs for the nation. discussion the concept of silver entrepreneur the term silver entrepreneurship has been used to describe the growing incidence of mature entrepreneurs worldwide. having said that, no general consensus has emerged as to the most acceptable term to use. the current terminology used to describe silver entrepreneurs includes “grey entrepreneurs,” “senior entrepreneurs,” “seniorpreneurs”, “third age entrepreneurs,” “elder entrepreneurs,” and “second career entrepreneurs.” in terms of age, for some authors (such as blackburn et. al., 2000), it is as young as 45 years of age; while for others, 60 or even more (goldberg, 2000). in general, the scholars have basically categorised several types of silver entrepreneurs, largely drawn from their motivation to start a venture at the mature age. singh and de noble (2003), for example, suggest three categories of silver entrepreneurs which include (1) constrained entrepreneur, who has the passion to start a business for a period of time but lack financial resources (2) rational entrepreneur, who sees self-employment as a progression of his or her career, or as a way to increase personal wealth; and the (3) reluctant entrepreneur, who is forced into self-employment due to external. factors affecting silver entrepreneurship success proposing a conducive ecosystem of silver entrepreneurship is obviously not an easy task. the extant literature on silver entrepreneurs suggests some encouraging factors is related to entrepreenurial capital which include possessing vast experience due to former employment, knowlegde, and strong financial position (hindle & rushworth, 2002). nevertheless, potential challenges identified that may have direct impact on silver are failing health (energy levels), lower education levels and the broader social framework in which older people operate. in addition, possessing entrepreneurial orientation could be an added value to silver entrepreneurs. researchers describe entrepreneurial orientation as a multidimensional construct which consists of innovativeness, risk taking and proactiveness dimensions (covin & slevin, 1989; wiklund, 2005). in a recent study that links entrepreneurial orientation and performance, kropp, lindsay and shoham’s (2008) find that risk taking and proactiveness are the key elements of entrepreneurial orientation which explained firm’s performance. it is without doubt that the cumulative body of knowledge, skill, and competencies that is acquired over an extended period of time are said to be the most important resource that most silver entrepreneurs would possess in greater quantities if compared to their younger counterparts. often, a factor that has been potrayed as having significant impact on entrepreneurial success is the technical knowledge and “know-how” (ahmad et al., 2010). prior industry experience offers various advantages namely; the ability of the mature people to identify potential gaps in the current business offerings and also, extensive management experience may also be a useful asset, since it allows the mature entrepreneur to avoid many of the mistakes made by people unfamiliar with the task of organizing and managing a new venture (weber & schaper, 2003). personal networks are another important asset. it has been argued that in the context of entrepreneurship, possessing a vast network and linkages would enable entreprneurs to compensate for the lacking of other types of assets (ferri, deakins, & whittam, 2009). de bruin and mclaren (2002) have suggested that entrepreneurs usually gather a network of useful contacts during their professional lives. a study that focuses on older entreprneurs suggest that both informal and formal networks are crucial foe new venture (de bruin & firkin, 2001). the importance of networking towards entrepreneural ventures has been highlighted by many scholars and this could offer evidence that such personal links can help older entrepreneurs gain both finance and marketing support. the availability of fiancial capital to support venture formation and growth has been proven a key contingency in the success of entrepreneurs at any age. as for the silver entrepreneurs, this capital can be acquired during earlier professional or contractual employment prior to their entrepreneurial attempt. similarly support from the government agencies, especially in a highly institutionalised country like malaysia is also seen as an important support mechanism to spur silver entrepreneurship. the social norm of a particular society towards older group is also crucial, in that, it indicates wether they are receptive towards “productive aging” or rather, perceived older cohort as “helpless” group. this indicates that the environmental contingencies play important roles in ensuring the silver entrepreneurship success. proposed conceptual framework based on the preceding discussion, it is apparent that there are several factors that are posited to affect the success and failure of silver entrepreneurship. some of the factors are classified in this study as “internal factors” that reflect entrepreneurial capital, attitude, network, and competencies, whereas external factors encompasses elements of support mechanisms, environmental contingencies and financial assistance. in light of this, a conceptual framework (figure 2) is advanced for further empirical investigation. figure 2. proposed conceptual framework based on the conceptual framework advanced for this research, the hypotheses conjectured for further empirical testing are as follow: h1: the entrepreneurial capital of the entrepreneurs will have a significant impact on silver entrepreneurship success. h2: the entrepreneurial attitude orientation of the entrepreneurs will have a significant impact on silver entrepreneurship success. h3: the personal networks of the entrepreneurs will have significant impacts on silver entrepreneurship success. h4: the entrepreneurial competencies of the entrepreneurs will have significant impacts on silver entrepreneurship success. h5: the external factors (i.e., support mechanisms, environmental contingencies, and financial assistance) will have significant impacts on silver entrepreneurship success. this initiative is anticipated to generate new knowledge in the area of entrepreneurship in malaysia. to this end, this study will be able to offer the following contributions in terms of: (1) profiling the unique attributes of silver entrepreneurs in malaysia, an important segment that contributes significantly to the nation’s economy yet has often been ignored both in terms of scholarly inquiry and practical ramifications; (2) offering a novel model that brings into light the factors affecting silver entrepreneurship success among mature cohorts in malaysia towards “productive aging” and the creation of “first generation entrepreneurs within the family institutions; (3) advancing new knowledge and information on the “what” and “how” to obtain a conducive ecosystem for successful silver entrepreneurship. conclusion it is certain that good research in the area of silver entrepreneurship will add to the existing body of entrepreneurship knowledge, since mainstream entrepreneurship research has largely overlooked this cohort. empirical research is required in order to provide a better description of the silver cohort as well as to better understand “what” factors that will ensure their survival and success and “how” they operate their ventures to ensure its sustainability. this is even more important in the context of malaysia that envisaged to transform the society into a higher income society by leveraging on the productivity and participation of all in the economic activity. analysis on silver entrepreneurship success also has potential importance to many parties. policy makers and business advisory agencies will be able to better understand this growing group to ensure that any targeted assistance programs can be effective given that “entrepreneurship cannot be cast in one mold”. larger businesses that rely heavily on the strength of the small business sector, and financiers (such as banks and venture capitalists) could also benefit from a better understanding of the peculiarities of conducting business with silver entrepreneurs. lastly, small business owners themselves will benefit from a better understanding of exactly what characteristics and skills will best equip them to undertake a silver venture. references ahmad, n. h., ramayah, t., wilson, c. kummerow, l. (2010). is entrepreneurial competency and business success relationship contingent upon business environment? a study of malaysian smes. international journal of entrepreneurial behaviour & research, 16 (3), 182-203. blackburn, r., hart, m. & o'reilly, m. (2000). entrepreneurship in the third age: new dawn or misplaced expectations? in 23rd isba national small firms policy and research conference, aberdeen university, pp. 1-17. covin, j., & slevin, d. (1991). a conceptual model of entrepreneurship as firm behavior. entrepreneurship theory and practice, 16(1), 7-25. de bruin, a. & firkin, p. (2001). self employment and the older worker, massey university of new zealand, auckland. de bruin, a. & mclaren, e. (2002). an exploration of networks of the self-employed, in proceedings of the 15th conference of the small enterprise association of australia and new zealand, 21-24 sept., adelaide, south australia. department of statistics malaysia. (2012). number of population by sex and age group, malaysia 2000 and 2010. retrieved from http://www.statistics.gov.my/. ferri, p. j., deakins, d., whittam, g. (2009). the measurement of social capital in the entrepreneurial context. journal of enterprising communities: people and places in the global economy, 3 (2), 138 – 15. gaskell, a. (2011). older people becoming entrepreneurs, study finds. retrieved 12 april 2012, from http://technorati.com/business/article/older-people-becoming-entrepreneurs-study-finds. goldberg, s. (2000). business week: senior startups. retrieved 26th march 2009, from http://www.kellogg.northwestern.edu/news/hits/000814bw.htm. hindle, k. & rushworth, s. (2002). gem australia 2002. swinburne university of technology, hawthorn. index mundi. (2011). malaysia demographics profile 2012. retrieved from http://www.indexmundi.com/malaysia/demographics_profile.html kropp, f., lindsay, n.j., & shoham, a. (2008) entrepreneurial orientation and international entrepreneurial business venture startup. international journal of entrepreneurial behavior and research, 14 (2), 102-117. mafauzy, m. (2000). the problems and challenges of the aging population of malaysia. malaysian journal of medical sciences, 7 (1), 1-3. singh, g. & denoble, a. (2003). early retirees as the next generation of entrepreneurs. entrepreneurship theory & practice, 23 (3), 207-226. unicef. statistics. retrieved from http://www.unicef.org/infobycountry/malaysia_statistics.html#91 weber, p. & schaper, m. (2003). understanding the grey entrepreneur: a review of the literature. paper presented at the small enterprise association of australia and new zealand 16th annual conference,b28 sept-1 oct, ballarat, australia. wiklund, j., & shepherd, d., (2005). entrepreneurial orientation and small business performance: a configurational approach. journal of business venturing, 20 (1), 71-91. 2 journal the winners, vol. 13 no. 1, maret 2012: 1-8 silver entrepreneurship..... (noor hazlina ahmad; dkk) 1 microsoft word 02_pariang siagian_setting.doc hubungan antara jumlah dana .....(pariang siagian) 105 hubungan antara jumlah dana yang dihimpun, kredit yang diberikan dan fee based income dengan tingkat pengembalian aset pada perbankan go public, periode 2003 hingga 2007 pariang siagian jurusan akuntansi, fakultas ekonomi dan bisnis, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480 parisiagian@yahoo.com abstract to evaluate the financial performance that has been achieving, it is not just doing by physical performance and interesting promotion, but could be examined by scientific methods and principles, such as financial statements analysis, which central bank has been done. because, to know the reality of successful company includes banking, it could be done by measuring those financing performance. for instance, by doing the financial ratios analysis with comparing and interpreting an account to another or others accounts from financial statements that has assumed being necessary and can be give much benefits. keywords: financial, banking, performance abstrak untuk mengevaluasi kinerja keuangan yang telah mencapai, tidak hanya melakukan oleh kinerja fisik dan promosi menarik, tapi bisa diperiksa dengan metode ilmiah dan prinsip-prinsip, seperti analisis laporan keuangan, bank yang telah dilakukan. karena, untuk mengetahui realitas perusahaan yang sukses termasuk perbankan, hal itu bisa dilakukan dengan mengukur kinerja pembiayaan tersebut. misalnya, dengan melakukan analisis rasio keuangan dengan membandingkan dan menafsirkan account ke account lain atau orang lain dari laporan keuangan yang telah dianggap menjadi diperlukan dan dapat memberikan manfaat banyak. kata kunci: keuangan, perbankan, kinerja 106 journal the winners, vol. 11 no. 2, september 2010: 105-117 pendahuluan dalam penelitian ini, penulis secara berturut-turut akan menguraikan dan membahas tentang latar belakang masalah, identifikasi masalah, pembatasan masalah, perumusan masalah, maksud dan tujuan penelitian, kegunaan penelitian, kerangka pemikiran, hipotesis, metode penelitian, hasil penelitian dan pembahasan serta kesimpulan dan saran. seiring dengan pertumbuhan perekonomian indonesia dewasa ini, maka pertumbuhan dunia perbankan juga mengalami pertumbuhan yang cukup signifikan. sekarang di indonesia ada 125 jumlah bank umum baik milik swasta maupun pemerintah. dengan banyaknya jumlah perbankan tersebut (di mana belum termasuk bank-bank mikro seperti bank perkreditan rakyat), membuat persaingan bisnis perbankan semakin tajam. ketatnya dunia persaingan ini, menjadikan setiap bank melakukan banyak cara untuk menghimpun sejumlah dana masyarakat dan kemudian menyalurkannya dalam bentuk produk-produk jasa perbankan. namun, sangat disayangkan dalam upaya tersebut, masih ada oknum pemilik dan pimpinan bank tertentu yang dengan sengaja menyalahgunakan ketentuan yang sudah diatur oleh otoritas perbankan dan melanggar prinsip kehati-hatian perbankan (banking prudencial principle). misalnya, berupaya memberikan janji kepada para calon penabung tingkat bunga tabungan yang tinggi diluar batas kewajaran. kemudian, menyalahgunakan kepercayaan masyarakat dengan mengalokasikan sejumlah tabungan masyarakat kepada saluran investasi yang tidak sehat seperti digunakan untuk kepentingan perusahaan pemilik bank itu sendiri. walaupun sudah banyak kasus perbankan yang menyalahgunakan dana tabungan mayarakat seperti kasus bank century belakangan ini, namun dalam kenyataannya masih ada segelintir orang yang tidak hati-hati dalam memilih dan melakukan tabungan atau deposito pada suatu bank. keadaan ini bisa terjadi karena kurangnya pemahaman dalam menilai tingkat kesehatan keuangan dan kinerja suatu bank. seperti diketahui laporan keuangan yang memuat tentang posisi dan keadaan keuangan perusahaan termasuk perbankan merupakan laporan pertanggungjawaban oleh pihak manajer atas pengeloaan seluruh aset perusahaan yang dipercayakan kepadanya (munawir, 2002: 1). demikian halnya, terhadap perusahaan yang bergerak dibidang industri jasa perbankan, untuk memperoleh gambaran tentang posisi dan perkembangan usaha atau kegiatan bisnisnya sebagai cerminan kinerja dan prestasi yang dicapai, perlu kiranya dilakukan analisis atau interpretasi terhadap data-data keuangan bank yang bersangkutan yang dapat dilihat dari laporan keuangan seperti laporan neraca dan laporan pendapatan (eddi rinaldi, 2008:5). salah satu teknik analisis yang banyak dilakukan adalah analisis rasio finansial, di samping analisis lainnya seperti analisis statistik dan fundamental. masalah yang dapat diidentifikasi dalam kaitan fungsi pokok bank sebagai lembaga intermediasi, adalah seperti berikut (1) ada sekelompok masyarakat yang menilai kinerja bank hanya dari sisi penampilan fisik (physical performance) seperti penggunaan gedung mewah, bukan dari barometer atau ukuran kinerja keuangan yang dapat dianalisis dari laporan keuangan; (2) adanya beberapa bank dalam kebijakan penghimpunan dana pihak ketiga melakukan berbagai upaya penawaran yang menarik dan di luar batas ketentun yang berlaku seperti menawarkan tingkat bunga tabungan atau deposito yang terlalu tinggi; (3) dana pihak ketiga yang dapat dihimpun (giro, deposito dan tabungan) kurang digunakan secara proporsional kepada aktiva produktif seperti dalam bentuk penyaluran kredit yang tepat, tetapi justru dialokasikan kepada aktiva yang tidak produktif. misalnya, pemberian kredit konsumtif yang relatif besar; (4) penghasilan atau laba yang diperoleh oleh perbankan, bukan lagi didominasi dari hasil penyaluran kredit dalam peran utamanya sebagai lembaga intermediasi, tetapi justru didapatkan dari unsur-unsur lain seperti fee based income dan aktivitas jasa non keuangan lainnya. hubungan antara jumlah dana .....(pariang siagian) 107 dalam penelitian ini, pembahasan dibatasi hanya pada beberapa unsur yang dianggap dapat menggambarkan kegiatan utama bank dalam perannya sebagai lembaga intermediasi, yakni berupa variabel jumlah dana pihak ketiga berupa giro, deposito, dan tabungan (gdt) yang dihimpun, besar dana kredit yang diberikan kepada para debitur, jumlah pendapatan non operasional (fee based income) dan hubungannya dengan rasio pengembalian atas aset yang dapat dihasilkan. penulis juga membatasi periode data yang dikelola, yakni periode pembukuan 2003, 2004, 2005, 2006, dan 2007 dari beberapa bank yang sudah go public di bursa saham indonesia. adapun bank-bank dimaksud adalah pt bank mandiri, tbk., pt bank negara indonesia, tbk., pt bank rakyat indonesia, tbk., pt bank central asia, tbk., pt bank danamon, tbk., pt bank cimb niaga, tbk., pt pan indonesia bank, tbk., pt bank internasional indonesia, tbk., pt bank agroniaga, tbk., pt bank artha graha, tbk., pt bank bumiputra, tbk., pt bank kesawan, tbk., pt bank lippo, tbk., pt bank mayapada, tbk., pt bank mega, tbk., pt bank swadesi, tbk., pt bank century, tbk., pt bank nusantara prahyangan, tbk., pt bank ocbc nisp, tbk., pt bank permata, tbk., pt bank oub buana, tbk., dan pt bank ekonomi raharja, tbk. berdasarkan identifikasi masalah diatas, maka perumusan masalah adalah (1) sejauhmana hubungan antara dana pihak ketiga (giro, deposito dan tabungan) masyarakat yang dihimpun dengan tingkat pengembalian aset (return on asset = roa), (2) sejauhmana hubungan antara jumlah kredit yang disalurkan dengan roa, (3) sejauhmana hubungan antara jumlah fee based income dengan roa, dan (4) sejauhmana hubungan antara jumlah dana pihak ketiga dihimpun, kredit disalurkan dan fee based income dengan roa. maksud dan tujuan yang ingin dicapai melalui penelitian dan penulisan ini adalah untuk mengetahui (1) sejauhmana hubungan antara dana pihak ketiga yang dihimpun dengan roa, (2) sejauhmana hubungan antara jumlah kredit yang disalurkan dengan dengan roa, (3) sejauhmana hubungan antara fee based income dengan roa, dan (4) sejauhmana hubungan antara jumlah dana pihak ketiga yang dihimpun, kredit yang diberikan dan fee based income dengan roa. kegunaan penulisan adalah sebagai berikut. secara teoritis, bermanfaat untuk memperluas khasanah dalam pengetahuan dibidang ilmu manajemen dan akuntansi keuangan, khususnya dalam melakukan penilaian kinerja perbankan sebagai lembaga intermediasi keuangan. secara praktis, penelitian ini bermanfaat bagi berbagai pihak seperti masyarakat umum dalam menilai kinerja perbankan, kepada para pihak manajemen diharapkan akan dapat lebih baik dalam merumuskan berbagai perencaaan seperti menentukan kebijakan internal. selain itu, juga bermafaat bagi stockeholders, termasuk otoritas perbankan agar lebih baik dalam melakukan seleksi terhadap calon yang akan duduk jajaran dewan dereksi. selaras dengan judul dan perumusan masalah, maka hipotesis atau dugaan dan jawaban sementara secara asosiatif (hubungan) yang akan diuji dengan hipotesis statistik (sugiyono, 2005:57 – 58), yang mengukur berbagai elemen yang didapat dari laporan keuangan perbankan go public terhadap return on assets / roa (fred weston copeland, 2005:240), berupa: ho : tidak ada hubungan positif antara jumlah dana yang dihimpun dengan roa ha : ada hubungan yang positif antara jumlah dana yang dihimpun dengan roa ho : tidak ada hubungan yang positif antara jumlah kredit yang diberikan dengan roa ha : ada hubungan yang positif antara jumlah kredit yang diberikan dengan roa ho : tidak ada hubungan yang positif antara fee based income dengan roa ha : ada hubungan yang positif antara fee based income dengan roa ho : tidak ada hubungan yang positif antara jumlah dana pihak ketiga yang dihimpun, kredit yang disalurkan dan fee based income dengan roa. ha : ada hubungan yang positif antara jumlah dana yang dihimpun, kredit yang disalurkan dan fee based income dengan roa. 108 journal the winners, vol. 11 no. 2, september 2010: 105-117 metode penelitian populasi dan sampel populasi sebagai objek dalam penelitian pada penelitian ini adalah laporan neraca dan rugi laba seluruh perbankan go public dari 125 jumlah populasi perbankan yang ada di website bank indonesia, baik bank umum yang tidak go public, maupun yang sudah go public milik pemerintah ataupun swasta murni nasional dan campuran. sementara itu, jumlah sampel perbankan yang diteliti sebanyak 22 bank yang berkategori sudah go public di bursa saham dari 125 jumlah popupasi perbankan yang ada. teknik pengambilan sampling dilakukan dengan cara purposive. kemudian, metode penelitian yang digunakan adalah statistik diskriptif karena sesuai dengan sifat studi kasus penelitian, maka teknik pengumpulan data yang digunakan adalah metode purposive sampling (sugiyono, 2005: 73), artinya sampel yang diambil mewakili populasi sehingga data yang diambil adalah yang berkaitan langsung dengan kinerja perbankan. teknis analisis data pengujian hipotesis dalam penelitian ini menggunakan statistik parametris dengan program spps. mengingat data yang akan diuji bersifat perbandingan sehingga setiap data pada setiap variabel harus terlebih dahulu diuji normalitasnya. bila data setiap variabel tidak normal, maka pengujian hipotesis tidak bisa menggunakan statistik parametris. pengujian lain yang dilakukan untuk mengetahui ada atau tidaknya penyimpangan asumsi klasik autokorelasi, yaitu hubungan yang terjadi antara residual pada suatu objek pengamatan dengan objek lainnya adalah pengujian autokorelasi, di mana persyaratan yang harus terpenuhi adalah tidak adanya autokorelasi. metode pengujian yang sering dilakukan adalah uji durbin watson ( dw test). dari data variabel yang dikorelasikan dan tabel kesimpulan di atas, setelah koefisien korelasi yang diketemukan, kemudian diklasifikasikan kepada beberapa tingkatan dari nilai interval koefisien yang paling rendah dengan tingkat hubungan sangat rendah hingga nilai interval yang paling tinggi dengan tingkat hubungan yang sangat kuat. selanjutnya, untuk menguji signifikansi hubungan, yakni apakah hubungan yang diketemukan itu berlaku untuk seluruh populasi perbankan, maka perlu diuji signifikasinya, dengan menggunakan rumus signifikasi korelasi product moment (arif pratisto, 2009:76 77). lokasi dan waktu lokasi penelitian dilakukan pada website bank indonesia dengan objek penelitian laporan keuan neraca dan laporan rugi laba beberapa perbankan go public, per-akhir tahun, mulai dari tahun 2003, 2004, 2005, 2006, dan 2007. dengan melihat kedua laporan tersebut, maka akan didapat data tentang jumlah dana pihak ketiga (giro, deposito dan tabungan) yang dapat dihimpun, jumlah dana yang disalurkan sebagai kredit kepada para debitur atau nasabah, baik dalam mata uang rupiah indonesia (idr) maupun dalam mata uang dolar amerika serikat (usd) dan jumlah fee based income yang diperoleh. kemudian, untuk menentukan tingkat pengembalian aset, dilakukan perhitungan sendiri dengan cara membandingkan jumlah laba bersih (net profit) dengan total aset. waktu penelitian dilakukan sejak bulan mei hingga juni tahun 2008. hubungan antara jumlah dana .....(pariang siagian) 109 hasil dan pembahasn deskripsi data tabel 1 rekapitulasi jumlah dana yang dihimpun (x1), kredit yang diberikan (x2), fee based income (x3) dan roa (y) 22 bank go public (dalam jutaan rupiah) tahun x1 x2 x3 y 2003 2004 2005 2006 2007 30.995.189 40.707.339 37.577.536 39.912.594 92.757.336 13.501.279 18.668.506 21.605.255 23.364.357 28.671.459 295.108 512.960 277.021 463.371 592.747 0,0005 0,0199 0,0050 0,0051 0,0124 pengujian normalitas data berikut adalah hasil uji normalitas data dari jumlah perbankan go public (n = 22) yang diolah, dengan menggunakan spss metode one sample kolmogorov-smirnov (arit pratisto, 2009:1921). tabel 2 hasil uji normalitas data test of normality variabel kolmogorov-smirnovª shapiro-wilk statistic df sig. statistic df sig. x1 x2 x3 y 0,220 0.253 0,373 0,306 22 22 22 22 0,000 0,007 0,000 0,000 0,784 0,743 0,586 0,624 22 22 22 22 0,000 0,000 0,000 0,000 ª liliefors significance correction *this is a lower bound of true significance keterangan: df adalah jumlah data berupa jumlah bank go public interpretasi dari analisis uji normalitas data, maka diperoleh hasil perhitungan bahwa nilai signifikansi untuk variabel jumlah dana yang dihimpun (x1), jumlah kredit yang disalurkan (x2), jumlah fee based income (x3) dan tingkat roa (y), disimpulkan mendekati nol atau garis distribusi normal. selanjutnya, pengujian dengan model autokorelasi (arif pratisto, 2009:183) dapat dilihat pada hasil perhitungan berikut. tabel 3 pengujian autokorelasi model summaryº model r r square adjusted r sguared std.error of the estimate durbin watson 1 0,327ª 0,107 0,042 0,015498331 2,381 a. predictor (constant) x1, x2, x3 º. dependent variabel y 110 journal the winners, vol. 11 no. 2, september 2010: 105-117 dari hasil output di atas, didapat nilai durbin watson (dw value) yang dihasilkan dari model regresi adalah 2,381. sedangkan dari tabel dw dengan signifikansi 0,05 dan jumlah data (n) = 22, serta k = 3 (k adalah jumlah variabel independen) diperoleh dari nilai dl sebesar 1,053 dan du sebesar 1,664. karena nilai dw berada di luar dl dan du, maka kesimpulannya adalah variabel tersebut bebas dari autokorelasi. dengan demikian, data variabel yang diperoleh layak untuk diolah selanjutnya. pengujian hipotesis berikut ini adalah pembahasan analisis korelasi sederhana dengan metode pearson atau yang sering disebut product moment pearson. hasil analisis korelasi antara variabel x1 dengan variabel terikat y tabel 4 hasil analisis bivariate pearson x1 terhadap y correlations x1 y x1 pearson correlation sig. (2-tailed) n 1,000 22 0.127 0,574 22 y pearson correlation sig. (2-tailed) n 0,127 0,574 22 1,000 22 interpretasi dari hasil analisis hubungan atau korelasi sederhana (r), didapat korelasi antara jumlah dana masyarakat yang dihimpun (giro, deposito dan tabungan) berupa variabel x1 dengan tingkat pengembalian aset sebagai variabel y sebesar 0,127. hal ini menunjukkan terdapat hubungan yang positif, namun sifatnya atau klasifikasi nilainya sangat rendah antara jumlah dana yang dihimpun dengan tingkat pengembalian aset. kemudian, melihat hasil perhitungan bahwa dengan nilai korelasi atau hubungan yang positif berarti arah hubungan positif atau signifikan. dengan kata lain, apabila semakin tinggi jumlah dana masyarakat yang dihimpun, maka tingkat pengembalian aset akan cenderung semakin meningkat, demikian juga sebaliknya. uji signifikasi koefisien korelasi sederhana (uji t) seperti diketahui, uji signifikasi koefisien korelasi sederhana dilakukan untuk menguji apakah hubungan antara jumlah dana masyarakat yang dihimpun dengan tingkat pengembalian aset yang terjadi tersebut secara umum berlaku untuk seluruh populasi perbankan. maka untuk itu, dilakukanlah komputasi t hitung dengan menggunakan progam spss seperti berikut: tabel 5 perhitungan t hitung x1 terhadap y coefficientª model unstandarized coefficient standardized coefficients t sig. b std. error beta 1 (constant) x1 (gdt) 0,008 3.224e-11 0,004 0,000 0,127 1,844 0,572 0,080 0,574 a: dependent variabel tingkat return on assets (roa) hubungan antara jumlah dana .....(pariang siagian) 111 kesimpulan: dari tabel di atas, terlihat bahwa hasil perhitungan t hitung adalah 0,572. oleh karena nilai t hitung lebih kecil daripada t tabel ( 0,572 < 2,086), maka hipotesis yang menyatakan tidak ada hubungan yang signifikan antara jumlah dana yang dihumpun dengan tingkat pengembalian aset dapat diterima untuk seluruh bank umum, dengan kata lain hasil perhitungan tersebut menunjukkan bahwa korelasi hubungan antara kedua variabel tidak bisa digenerelasisasikan atau diberlakukan secara umum kepada seluruh bank umum yang ada , diterima karena hipotesis ho diterima. hasil analisis korelasi antara variabel bebas x2 dengan variabel terikat y tabel 6 hasil analisis korelasi bivariate pearson x2 terhadap y correlation x2 y x3 pearson correlation sig. (2-tailed) n 1,000 000 22 0,273 0,220 22 y pearson correlation sig. (2-tailed) n 0,273 0,220 22 1,000 22 interpretasi berdasarkan hasil dari analisis korelasi sederhana (r), didapat korelasi antara jumlah kredit yang diberikan sebagai variabel x2 dengan tingkat pengembalian aset berupa variabel y sebesar 0,273 dengan katergori rendah. hal ini menunjukkan terdapat hubungan yang positif dengan sifat atau nilai klasifikasi yang rendah antara jumlah kredit yang disalurkan dengan tingkat pengembalian aset. kemudian, melihat hasil perhitungan r yang positif berarti arah hubungan positif. dengan kata lain, kecenderungannya adalah jika semakin tinggi jumlah kredit yang diberikan, maka roa cenderung akan semakin meningkat, demikian juga sebaliknya. uji signifikasi koefisien korelasi sederhana (uji t) berikut ini uji signifikasi koefisien korelasi sederhana dilakukan untuk menguji apakah hubungan atau korelasi antar jumlah kredit yang diberikan dengan tingkat pengembalian aset yang terjadi tersebut secara umum dapat berlaku (digeneralisasikan) untuk seluruh populasi perbankan umum yang ada, maka dilakukanlah komputasi t hitung dengan menggunakan program spss seperti di bawah ini. tabel 7 perhitungan t hitung x2 terhadap y coefficientª model unstandarized coefficient standardized coefficients t sig. b std. error beta 1 (constant) x2 (kyd) 0,007 1.384e-10 0,004 0,000 0,253 1,599 1,168 0,125 0,256 a : dependent variabel tingkat return on assets (roa) 112 journal the winners, vol. 11 no. 2, september 2010: 105-117 dari tabel di atas diperoleh hasil perhitungan t hitung sebesar 1,168. oleh karena nilai t hitung lebih kecil daripada t tabel (1,168 < 2,086), maka hipotesis yang menyatakan tidak ada hubungan yang signifikan antara jumlah kredit yang diberikan dengan tingkat pengembalian aset diterima atau berlaku untuk semua bank umum yang karena hipotesis ho diterima. hasil analisis korelasi antara variabel bebas x3 dengan variabel terikat y tabel 8 hasil analisis korelasi bivariate pearson x3 terhadap y correlation x3 y x2 pearson correlation sig. (2-tailed) n 1,000 22 0,278 0,211 22 y pearson correlation sig. (2-tailed) n 0,278 0,211 22 1,000 22 interpretasi berdasarkan hasil dari analisis korelasi sederhana (r) didapat korelasi antara fee based income yang didapatkan sebagai variabel x3 dengan tingkat pengembalian aset berupa variabel y sebesar 0,278 dengan katergori nilai yang rendah. hal ini menunjukkan terdapat hubungan yang positif dengan klasifikasi rendah antara jumlah fee based income dengan tingkat pengembalian aset. kemudian melihat hasil perhitungan r yang positif berarti arah hubungan positif, berarti ada kecenderungan yang searah di mana jika semakin tinggi jumlah fee based income yang didapatkan maka tingkat pengembalian aset cenderung akan semakin menigkat, demikian juga sebaliknya. uji signifikasi koefisien korelasi sederhana (uji t). uji signifikasi koefisien korelasi sederhana dilakukan untuk menguji apakah hubungan antara fee based income (pendapatan non operasional) dengan tingkat pengembalian aset yang terjadi itu secara umum untuk seluruh populasi perbankan, maka dilakukanlah komputasi t hitung dengan menggunakan program spss seperti berikut : tabel 9 perhitungan t hitung x3 terhadap y coefficientª model unstandarized coefficient standardized coefficients t sig. b std. error beta 1 (constant) x3 (fbi) 0,007 4.935e-9 0,004 0,000 0,278 2,047 1,293 0,054 0,211 a: dependent variable tingkat return on assets (roa) kesimpulan: dengan memperhatikan tabel di atas, diperoleh hasil perhitungan t hitung sebesar 1,293 oleh karena nilai t hitung lebih kecil daripada t tabel (1,293 < 2,086), maka hipotesis atau yang menyatakan tidak ada hubungan yang signifikan antara jumlah fee based income yang didapat dengan tingkat pengembalian aset berlaku untuk keseluruhan bank umum yang ada dapat diterima, karena hipotesis ho diterima. hubungan antara jumlah dana .....(pariang siagian) 113 hasil analisis korelasi berganda antara variabel bebas x1, x2, x3, dan y tabel 10 hubungan bersama antara variabel bebas x1,x2 dan x3 terhadap variabel terikat y correlation control variable x1 x2 x3 y x1 correlation significant df x2 correlation significant df x3 correlation significant gf 1,000 . 0 0,151 000 19 0,318 000 19 0,346 000 19 0,259 . 0 0,890 000 19 0,346 000 19 0,890 000 19 1,000 . 0 interpretasi berdasarkan hasil dari analisis korelasi secara bersama-sama (r), didapat korelasi antara jumlah dana masyarakat yang dapat dihimpun (x1), jumlah kredit yang diberikan (x2) dan fee based income yang didapatkan (x3) dengan tingkat pengembalian aset berupa variabel y sebesar 0,318 dengan katergori nilai yang rendah. atau dengan kata lain, setelah dikonsultasikan dengan tabel 3.1, tentang pedoman untuk memberikan interpretasi koefisien korelasi, keadaan ini menunjukkan terdapat hubungan yang positif dengan klasifikasi yang rendah atau lemah antara jumlah jumlah dana masyarakat yang dihimpun, kredit yang diberikan dan fee based income dengan tingkat pengembalian aset (roa) kemudian melihat hasil perhitungan r yang positif berarti arah hubungan positif, berarti ada kecenderungan yang searah di mana jika semakin tinggi jumlah dana masyarakat yang dihimpun, jumlah kredit yang diberikan dan fee based income yang didapatkan maka tingkat pengembalian aset cenderung akan semakin meningkat, demikian juga sebaliknya. uji signifikansi koefisien korelasi bersama-sama (uji fh) pengujian signifikansi koefisien korelasi ganda (bersama-sama) dilakukan untuk melihat apakah hubungan secara bersama-sama antara variabel jumlah dana yang dihimpun, kredit yang diberikan dan fee based income terhadap tingkat pengembalian aset berlaku secara bersama-sama berlaku untuk seluruh bank umum yang ada. untuk menjawab permasalahan ini, maka dilakukanlah perhitungan dengan menggunakan metode atau program spss, dalam bentuk analysis of variace/ anova (arif pratisto, 2009: 221) seperti di bawah ini. tabel 11 perhitungan f hitung x1, x2 dan x3 terhadap y anovaª model sum of square df mean square f sig. 1 regression residual total 0,001 0,004 0,005 3 18 21 0,000 0,000 0,716 0,555 a. predictor: (constant), jumlah dana masyarakat yang dihimpun, jumlah fee based income, jumlah kredit yang diberikan b. dependent variable tingkat return on assets (roa) 114 journal the winners, vol. 11 no. 2, september 2010: 105-117 kesimpulan: melihat hasil perhitungan tabel anova di atas, diperoleh nilai f hitung sebesar 0,716. kemudian, hasil f hitung tersebut dikonsultasikan dengan f tabel, maka hasilnya adalah 5,01. oleh karena f hitung lebih kecil daripada f tabel yakni 0,716 < 5,01, dengan tarif kesalahan 5 % pada dk pembilang 3 dan dk penyebut 19, maka ho diterima, dan hipotesis alternatif atau ha ditolak. artinya bahwa tidak ada hubungan positif atau signifikan secara bersama-sama antara jumlah dana masyarakat, jumlah kredit yang diberikan, dan jumlah fee based income dengan tingkat pengembalian aset yang dapat diberlakukan terhadap populasi bank umum yang ada. simpulan dari hasil perhitungan korelasi antara jumlah dana yang dihimpun dengan tingkat pengembalian aset, menunjukkan adanya hubungan yang positif dengan kategori nilai sangat rendah bagi perbankan go public, demikian juga karena hasil nilai t-hitung lebih kecil daripada t-tabel, maka mengindikasikan hubungan atau korelasi kedua variabel tidak signifikan atau tidak dapat diberlakukan secara umum bagi seluruh bank umum lain yang ada. hasil perhitungan korelasi antara jumlah kredit yang diberikan dengan tingkat pengembalian aset menunjukkan adanya hubungan yang positif, namun kategori hubungannya rendah, bagi perbankan go public yang diteliti. sementara berdasarkan hasil perhitungan t hitung di mana nilainya lebih kecil daripada t tabel, maka hubungan antara kedua variabel tersebut tidak dapat diberlakukan secara umum terhadap bank umum lain yang ada. berdasarkan hasil perhitungan korelasi antara jumlah fee based income dengan tingkat pengembalian aset bagi seluruh perbankan go public, diperoleh nilai yang mengindikasikan adanya hubungan yang positif dengan kategori rendah. demikian juga berdasarkan hasil perhitungan nilai t hitung yang masih di bawah t tabel, menunjukkan bahwa hubungan antara kedua variabel dimaksud tidak dapat diberlakukan kepada seluruh bank umum yang ada. setelah melakukan perhitungan atas korelasi bersama-sama antara jumlah dana masyarakat yang dapat dihimpun, jumlah kredit yang diberikan, jumlah fee based income dengan tingkat pengembalian aset diperoleh nilai yang menunjukkan adanya hubungan yang positif dengan kategori rendah bagi perbankan go public yang diteliti. demikian juga dari hasil perhitungan t hitung yang masih lebih rendah dari t tabel, menunjukkan bahwa hubungan bersama antara ketiga variabel dimaksud tidak dapat diberlakukan terhadap seluruh bank umum yang ada. saran-saran yang diberikan adalah sebagai berikut; dari hasil perhitungan hubungan antara jumlah dana yang dihimpun dengan roa, menunjukkan hubungan yang positif, namun masih dalam kategori sangat rendah, maka diharapkan kepada seluruh perbankan go public agar lebih meningkatkan selektifitas penghimpunan dana dengan biaya atau tingkat bunga yang relatif minim dengan tidak mengumbar janji dan memberikan tingkat bunga tabungan kepada para nasabah. melihat hubungan antara jumlah kredit yang diberikan dengan roa, yang sudah positif, namun berkategori rendah, maka diharapkan kepada seluruh perbankan go public agar lebih meningkatkan kinerja keuangannya khususnya pencapaian tingkat pengembalian aset dari dari hasil keuntungan yang akan diperoleh atas pemberian kredit yang semakin produktif. menurut hasil perhitungan nilai hubungan antara fee based income dengan roa positif, namun masih dalam kategori rendah, maka diharapkan kepada pihak manajemen perbankan go public agar terus meningkatkan upaya-upaya dalam mendapatkan pendapatan lain-lain di luar kegiatan utama perbankan sebagai lembaga intermediasi. melihat hasil perhitungan hubungan secara bersama-sama antara variabel jumlah dana yang dihimpun, jumlah kredit yang diberikan dan fee based income dengan roa, sudah menunjukkan hubungan yang positif, namun masih dalam kategori nilai yang masih rendah, maka diharapkan kepada pihak menajemen perbankan go public agar lebih meningkatkan kinerja ketiga variabel bebas dimaksud. guna menghindari dan meniminumkan tingkat resiko yang akan dialami oleh para nasabah perbankan, selayaknya seluruh lapisan masyarakat menilai tingkat kesehatan perbankan dari sisi kinerja keuangannya secara ilmiah dan dapat dipertanggungjawabkan. diharapkan kepada pihak manajemen perbankan go public agar lebih memperhatikan kinerja manajemennya, dalam rangka meningkatkan profesionalitas sumber daya manusia atau karyawan yang dimiliki. hubungan antara jumlah dana .....(pariang siagian) 115 daftar pustaka munawir. (2002). analisis laporan keuangan, edisi ketigabelas, yogyakarta: liberty. pratisto, a. (2009). statistik menjadi mudah dengan spss 17, jakarta, elex media komputindo. rinaldy, e. (2008). membaca neraca bank, indonesia legal center publishing. sugiyono. (2005). metodologi penelitian bisnis, bandung: alfabeta. weston, j., dan copeland, t. (2005). manajemen keuangan, jilid pertama, edisi kesembilan, jakarta: binarupa aksara. lampiran tabel 12 jumlah giro, tabugan, deposito, kredit yang disalurkan, fee based income, net income, aset dan roi, tahun 2003 no. nama bank giro tabungan deposito kyd fbi net profit 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. bank mandiri bri bni ‘46 bank agroniaga bank artha graha bank bumiputra bank cimb niaga bank danamon bank ek. raharja bii bank kesawan bank lippo bca bank century bank mayapada int bank mega bank.nust.parhy. bank ocbc nisp bank permata bank swadesi bankoub buana bank panin 38.154.146 14.111.809 28.155.328 128.057 816 385.191 4.477.380 4.935.722 1.674.531 8.329.756 210.403 8.005.360 25.278.637 369.358 237.141 2.290.949 541.322 1.294.364 4.386.627 57.895 3.148.252 3.824.195 40.527.460 35.803.367 34.198.290 42.793 234.304 3.746.028 11.414.802 2.573.638 4.871.030 236.022 9.103.268 56.393.609 305.862 96.520 1.496.788 239.509 1.911.482 3.460.170 73.990 4.347.164 2.685.614 98.571.089 35.803.367 41.720.683 783.370 13.141 1.613.807 11.126.462 23.272.373 3.459.479 15.372.748 694.446 6.660.754 36.316.497 3.632.942 1.604.057 7.667.767 947.069 8.871.696 15.599.549 394.956 4.8098.300 5.095.970 73.442.941 47.599.483 46.504.457 1.036.715 857.521 2.216.401 14.355.111 28.944.188 2.956.011 10.019.607 502.142 4.746.691 29.328.716 1.354.271 1.548.059 6.375.241 699.227 9.523.149 9.607.309 311.749 5.338.108 8.534.010 3.814.931 938.539 785.132 2.650 113 36.622 399.511 1.324.753 49.175 623.831 (17.821) 505.674 1.347.988 47.957 16.779 69.138 7.347 119.147 265.879 3.377 116.677 630.942 4.306.290 2.502.435 535.739 15.808 11.103 28.295 466.936 30.197 138.494 307.230 4.379 428.097 2.390.855 15.586 22.822 266.013 20.958 169.611 558.452 10.790 221.853 434.989 116 journal the winners, vol. 11 no. 2, september 2010: 105-117 tabel 13 jumlah giro, tabungan, deposito, kredit yang disalurkan, fee based income, net income, aset, dan roi, tahun 2004 no. nama bank giro tabungan deposito kyd fbi net profit asset roi 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. bank mandiri bri bni “46 bank agroniaga bank artha graha bank bumiputra bank cimb niaga bank danamon bank ek.raharja bii bank kesawan bank lippo bca bank century bank mayapada int bank mega banknust..parhy. bank ocb nisp bank permata bank swadesi bank oub buana bank panin 39.938.438 27.864.092 28.579.047 145.252 1.006 527.938 5.582.839 5.277.685 1.794.816 9.487.628 250.448 8.082.618 28.783.197 393.829 273.777 2.519.599 489.474 1.667.867 5.004.830 82.149 3.569.671 3.839.622 51.997.125 58.307.624 38.989.046 49.331 492.389 4.965.001 11.155.655 3.133.760 6.080.133 369.340 10.811.658 69.066.020 408.817 115.930 1.894.755 1.301.433 2.928.327 4.305.048 78.482 4.767.136 4.243.924 78.058.800 38.294.731 37.468.951 1.519.199 19.192 2.011.659 11.191.350 23.943.002 4.252.023 13.927.099 804.861 5.138.047 33.788.327 3.802.663 1.741.710 11.119.749 1.139.965 8.476.679 16.664.419 547.123 5.083.355 6.996.183 88.544.603 90.082.752 58.804.482 1.540.335 115.402 2.556.081 21.447.738 29.339.172 4.314.202 12.889.140 719.072 5.615.488 40.383.964 1.194.118 1.588.187 7.663.732 1.081.934 10.056.368 14.785.712 382.990 7.858.787 10.959.123 3.951.768 1.502.629 1.905.539 3.425 39 28.122 441.053 1.268.535 62.674 1.057.191 9.489 478.763 1.597.719 27.145 8.833 46.720 18.464 142.519 299.751 3.860 101.677 35.600 5.255.631 3.633.288 2.265.766 26.243 81.080 33.764 622.271 2.409.552 177.806 809.176 6.970 892.293 3.150.639 (223.985) 25.569 451.542 28.073 288.098 622.716 11.869 420.615 786.382 240.436.505 154.725.486 136.106.434 2.154.826 270.960 3.815.756 30.824.106 58.294.437 10.159.086 35.787.469 1.537.096 27.826.398 148.660.392 7.018.387 2.5623.980 18.805.917 2.324.507 17.792.215 31.597.908 832.636 16.463.133 22.821.231 0,002 0,002 0,001 0,001 0,29 0,0009 0,002 0,004 0,002 0,002 0,0004 0,003 0,002 0,003 0,0009 0,002 0,001 0,001 0,001 0,001 0,003 0,003 tabel 14 .jumlah giro, tabungan, deposito, kredit yang disalurkan, fee based income, net income, aset dan roi, tahun 2005 no nama bank giro tabungan deposito kyd fbi net profit asset roi 1. 2. 3. 4. 5. 6. 7. 8. 9. 10 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. bank mandiri bri bni ‘46 bank agroniaga bank artha graha bank bumiputra bank cimb niaga bank danamon bank ek.raharja bii bank kesawan bank lippo bca bank century bank mayapadaint bank mega bank nust.parhy bank ocb nisp bank permata bank swadesi bank oub buana bank panin 45.016.132 17.383.641 30.749.597 204.966 7.207.168 445.505 5.054.942 35.990.927 1.879.472 9.964.979 163.594 8.551.588 28.966.347 527.150 1.462.497 1.138.336 456.582 2.156.546 5.656.474 83.678 3.115.830 4.878.634 45.164.702 49.372.027 36.459.308 52.713 885.711 406.544 4.710.956 4.460.431 3.046.165 5.072.843 308.843 9.359.241 63.559.804 454.928 106.166 1.762.829 230.819 3.213.471 4.744.822 70.974 4.051.845 3.859.575 108.856.163 30.289.801 48.315.968 1.721.829 677.359 2.922.843 24.621.209 8.552.321 5.313.064 21.701.537 924.288 7.180.956 37.029.754 9.087.266 2.217.639 18.076.312 870.776 10.623.647 17.900.528 646.362 5.724.331 18.551.969 100.325.751 75.533.234 62.238.006 1.856.065 7.650.454 3.133.360 29.600.582 31.404.574 5.400.915 20.368.710 824.876 8.124.864 54.170.188 2.399.718 2.064.605 11.313.598 1.459.879 12.438.181 22.217.345 443.436 10.313.054 15,101.258 2.576.594 724.614 580.146 6.443 56.171 27.184 274.559 1.472.927 68.131 875.091 20.592 397.286 2.040.440 277.076 7.894 78.579 15.499 268.368 390.199 5.736 139.675 291.698 603.369 3.803.587 2.129.538 24.923 32.127 7.144 546.919 2.003.138 191.158 730.081 3.282 367.808 3.591.397 25.876 24.763 184.155 28.402 210.495 179.894 10.511 310.726 501.595 254.289.279 122.775.579 150.402.743 2.560.566 10.860.266 4.368.057 41.365.873 66.815.931 11.326.641 47.310.924 1.536.519 29.104.507 149.425.131 13.244.256 3.156.620 25.109.845 2.843.869 19.998.905 34.408.994 938.230 15.970.631 35.917.198 0,0002 0,003 0,001 0,0009 0,0003 0,0002 0,001 0,003 0,002 0,001 0,0002 0,013 0,024 0,002 0,008 0,007 0,009 0,010 0,005 0,011 0,019 0,014 hubungan antara jumlah dana .....(pariang siagian) 117 tabel 15 jumlah giro, tabungan, deposito, kredit yang disalurkan, fee based income, net income, aset dan roi, tahun 2006 no nama bank giro tabungan deposito kyd fbi net profit asset roi 1. 2. 3. 4. 5. 6. 7. 8. 9. 10 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. bank mandiri bri bni’46 bank agroniaga bank artha graha bank bumiputra bank cimb niaga bank danamon bank ek.raharja bii bank kesawan bank lippo bca bank century bank mayapada in bank mega bank nust.parhy bank ocbc nisp bank permata bank swadesi bank oub buana bank panin 46.796.396 13.363.672 36.050.997 324.896 798.930 555.267 6.056.787 5.350.467 2.508.282 9.119.900 173.971 8.376.583 34.235.179 732.321 202.327 3.346.807 399.277 2.783.775 6.685.150 66.719 3.114.868 5.588.748 57.613.602 44.569.139 38.518.978 63.792 641.593 495.594 5.370.945 9.712.196 3.561.422 5.605.533 340.193 9.427.138 71.568.109 510.825 194.578 3.294.702 258.260 3.957.016 6.046.139 77.789 4.126.032 5.292.694 93.028.263 24.465.936 61.858.900 2.061.115 7.342.772 3.607.713 27.719.699 39.315.595 7.082.235 22.307.339 1.390.195 8.889.452 46.933.734 9.916.132 2.497.909 19.114.514 2.276.240 12.180.684 15.929.014 689.538 5.224.521 12.887.342 109.379.732 62.367.695 66.727.705 2.011.692 7.062.348 4.072.353 33.428946 41.159.973 5.577.068 21.409.789 1.279.243 11.977.349 61.595.396 2.393.634 2.518.054 11.063.044 1.068.885 15.633.314 23.831.136 457.755 10.353.475 19.122.611 2.631.114 1.509.050 2.452.837 4.880 111.044 30.823 545.340 1.528.464 90.661 829.083 13.790 699.843 2.068.569 233.654 9.610 129.926 14.249 211.503 520.708 3.728 145.350 537.924 2.421.405 4.527.572 1.982.674 (93.672) 34.783 8.800 648.258 1.325.332 191.984 663.650 8.309 386.749 4.244.422 60.235 60.473 63.670 30.512 235.818 314.484 8.272 407.522 650.933 256.211.217 107.141.172 166.703.122 3.009.022 11.055.702 5.402.558 46.463.968 79.702.749 14.359.015 48.313.060 2.053.830 33.295.438 175.984.227 14.445.959 3.678.095 30.980.586 3.342.032 24.208.314 37.814.411 972.457 16.834.719 39.090.919 0,009 0,039 0,012 -0,031 0,003 0,002 0,014 0,017 0,013 0,014 0,004 0,012 0,024 0,004 0,016 0,002 0,009 0,009 0,008 0,008 0,024 0,017 tabel 16 jumlah giro, tabungan, deposito, kredit yang disalurkan, fee based income, net income, aset dan roi, tahun 2007 no nama bank giro tabungan deposito kyd fbi net profit asset roi 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. bank mandiri bri bni ‘46 bank agroniaga bank artha graha bank bumiputra bank cimb niaga bank danamon bank ek.raharja bii bank kesawan bank lippo bca bank century bank mayapada int bank mega bank nust.parhy. bank ocbc nisp bank permata bank swadesi bank oub buana bank panin 64.909.506 37.145.735 43.101.048 372.519 1.053.963 744.213 71.171.025 6.733.462 2.833.569 9.626.215 247.186 9.841.106 43.941.504 983.705 285.163 6.842.048 527.577 4.240.148 7.694.769 114.043 3.541.632 6.553.371 81.534.700 72.268.811 48.148.282 120.588 708.294 683.891 6.793.085 11.396.097 4.448.987 7.163.625 353.758 10.699.948 94.729.964 654.417 258.245 6.279.788 380.825 5.543.172 7.335.926 89.337 4.758.663 7.550.636 89.358.187 56.060.710 55.174.916 2.044.365 7.396.484 3.824.914 31.143.916 51.366.934 6.767.292 20.216.011 1.312.415 9.824.821 50.506.387 8.606.285 2.351.195 16.909.183 2.451.193 11.606.994 15.061.494 796.343 4.990.574 17.385.655 126.826.445 113.853.335 88.678.188 1.950.691 7.601.928 4.438.685 42.188.327 7.337/885 28.583.744 1.309.789 14.846.076 82.566.618 3.952.583 3.068.157 14.127.029 1.659.352 19.113.922 26.454.502 621.422 12.660.839 29.553.371 3.238.084 1.775.375 2.950.733 4.475 94.143 43.697 531.698 1.516.377 83.377 777.626 11.365 810.117 2.549.973 170.262 10.813 284.670 13.799 335.617 1.006.076 4.090 171.899 469.796 4.346.224 4.838.001 897.928 11.139 27.336 23.277 763.346 4.416.508 246.966 403.059 7.098 643.043 4.497.725 76.484 48.714 528.039 32.048 250.084 499.025 8.833 424.699 825.255 303.435.870 203.603.934 182.007.749 2.993.077 11.299.033 6.355.694 54.733.140 86.684.103 15.641.433 50.820.954 2.181.333 38.441.501 216.920.175 14.542.153 4.473.186 34.899.431 3.757.686 28.969.069 39.499.904 1.116.503 18.270.425 51.156.071 0,014 0,023 0,005 0,003 0,002 0,004 0,014 0,051 0,016 0,008 0,003 0,017 0,021 0,005 0,011 0,015 0,008 0,009 0,013 0,008 0,023 0,016 sumber data: diolah dari website bank indonesia. www.bankindonesia.com microsoft word 04_arlita_paper jw review -edit penerapan model transportasi..... (arlita armanto; haryadi sarjono) 27 penerapan model transportasi dan decision tree pada distribusi barang arlita armanto; haryadi sarjono management department, school of business management, binus university, jl. k. h. syahdan no. 9, palmerah, jakarta barat 11480, indonesia abstract goods distribution has a firm connection with transportation cost. transportation method used by a company will cause great impact on company’s profit. if company’s profit can be maximal, the company will be able to develop its business even greater. some problem solution steps proposed were: determining optimum criteria, developing alternative solution, developing optimum model, and practicing chosen implicative planning solution. these steps were implemented to obtain optimum goods distribution cost to gain maximum profit. this research resulted in that the distribution cost for goods implemented by current method in the company has been already optimum. then for the following development, decision tree method was used, where the results are: shipping to yogyakarta using sinar aji transportation service with minimum emv rp.2.993.342; shipping to salatiga using own car with emv rp.2.659.388; shipping to purwokerto using sinar aji transportation service with emv rp.2.563.859; shipping to cirebon using sinar aji transportaion service with emv rp.2.443.792; shipping to semarang using sinar aji transportation service with emv rp.4.203.489. as the conclusion, goods shipping method which has been implemented by the company until now is optimum so it still can be used for any following business development as well as provides an iluustrative plan for the company. keywords: transportation method, decision tree, efficiency, shipping, distribution abstrak pendistribusian barang sangat erat kaitannya dengan biaya transportasi. metode transportasi yang digunakan oleh perusahaan akan berdampak besar pada profit perusahaan tersebut. apabila profit yang diperoleh perusahaan dapat maksimal, perusahaan akan mampu mengembangkan usahanya menjadi lebih besar lagi. langkah pemecahan masalah yang dilakukan yaitu penetapan kriteria optimasi, pengembangan alternatif solusi, pengembangan model optimasi, serta melakukan rancangan implikasi solusi terpilih. langkah-langkah ini digunakan untuk mengoptimalkan biaya pengiriman barang untuk memperoleh profit yang maksimal. penelitian memperoleh hasil yaitu biaya pengiriman barang menggunakan metode yang sedang berjalan di perusahaan sudah optimal. untuk pengembangan usaha selanjutnya, digunakan metode decision tree diperoleh hasil pengiriman barang ke kota yogyakarta menggunakan jasa angkutan sinar aji dengan emv paling kecil yaitu rp.2.993.342, pengiriman barang ke kota salatiga menggunakan mobil sendiri dengan emv rp.2.659.388, pengiriman barang ke kota purwokerto menggunakan jasa angkutan sinar aji dengan emv rp.2.563.859, pengiriman barang ke kota cirebon menggunakan jasa angkutan sinar aji dengan emv rp.2.443.792, pengiriman barang ke kota semarang menggunakan jasa angkutan sinar aji dengan emv rp.4.203.489. dapat disimpulkan bahwa metode pengiriman barang yang telah dilakukan perusahaan selama ini sudah optimal sehingga dapat terus digunakan untuk pengembangan usaha selanjutnya, serta memberikan gambaran yang sebaiknya dilakukan oleh perusahaan. kata kunci: transportation method, decision tree, efisiensi, pengiriman, distribusi 28 journal the winners, vol. 13 no. 1, maret 2012: 27-39 pendahuluan persaingan antar perusahaan distribusi sangat ketat, baik dari faktor permodalan, kelengkapan jenis produk yang dijual, jaringan pelanggan yang dimiliki oleh perusahaan, harga jual, pemberian service ke pelanggan yang berupa keramahan sdm yang menerima order, kecepatan dan ketelitian proses order yang masuk, hingga pengiriman pesanan sampai ke pelanggan. memberi pelayanan yang terbaik kepada pelanggan sehingga pelanggan puas merupakan tujuan utama setiap perusahaan distribusi. sedangkan untuk mencapai tujuan tersebut perusahaan harus mempertimbangkan banyak faktor. permasalahan utama yang sedang dihadapi oleh pt. suryamas inti armindo yaitu biaya distribusi barang yang semakin mahal dikarenakan kondisi ekonomi negara yang tidak stabil serta harga bahan bakar minyak yang terus meningkat membuat biaya transportasi yang dikeluarkan oleh perusahaan juga semakin besar. perlu diperhitungkan biaya-biaya dari data di atas dimana untuk tujuan yang ingin dicapai dalam penelitian ini, yaitu: (1) untuk mengetahui biaya optimal pengiriman barang pt.suryamas inti armindo dengan menggunakan jasa angkutan paket menurut metode transportasi. (2) untuk mengetahui metode yang sebaiknya digunakan oleh pt.sinarmas inti armindo. (3) untuk mendapatkan alternatif solusi yang sebaiknya dipilih oleh pt.suryamas inti armindo dalam mengoptimalkan efisiensi biaya pengiriman barang untuk masing-maing kota tujuan melalui pendekatan decision tree. metode jenis penelitian yang digunakan adalah penelitian kuantitatif. penelitian pengujian yang digunakan adalah analisis kuantitatif bisnis. metode pengumpulan data yang dilakukan dengan studi pustaka dengan mengumpulkan data sekunder baik data yang dimiliki oleh perusahaan, jurnal atau sumber-sumber lainnya dan field research data yang diperoleh dengan hasil wawancara terhadap pemimpin perusahaan. dalam perhitungan biaya yang optimal digunakan metode transportasi dengan dibantu software qm for windows 2. dalam penggunaan software tersebut terdapat tiga metode transportasi yaitu metode northwest corner (nwc), metode least cost, dan metode vam sebagai solusi awal dan metode stepping stone dan modi sebagai solusi akhir. hasil dan pembahasan perhitungan dilakukan berdasarkan data biaya angkutan menggunakan jasa paket. adapun kapasitas setiap angkutan paket masing-masing: 9.800, 9.600, 9.400, 8.500, 7.500 kg, sedangkan permintaan dari setiap pelanggannya masing-masing: 7.898, 9.619, 4.832, 4.960, 11.091 kg (tabel 1). tabel 1 tabel biaya transportasi beserta kapasitas dan permintaan ke dari yogyakarta (rp) salatiga (rp) purwokerto (rp) cirebon (rp) semarang (rp) supply (kg) cito express 650 650 850 800 650 9.800 sinar aji 500 450 700 650 500 9.600 dakota 850 750 1.100 900 800 9.400 kobra 700 650 950 900 750 8.500 santoso 750 700 950 850 700 7.500 demand (kg) 7.898 9.619 4.832 4.960 11.091 44.800 38.400 sumber: data dari perusahaan (2010) penerapan model transportasi..... (arlita armanto; haryadi sarjono) 29 metode nwc berikut adalah perincian untuk biaya per angkutan untuk hasil metode nwc: daerah yogyakarta mendapatkan supply dari dua angkutan. masing-masing adalah supply dari cito express sebesar 6.209 kg, dan dari sinar aji sebesar 1.689 kg. biaya dari cito express adalah sebesar rp 650,-/kg sedangkan biaya dari sinar aji adalah sebesar rp 500,-/kg. maka biaya yang dibebankan untuk daerah yogyakarta adalah sebesar rp 4.880.350,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(6.209 x rp 650,-) + (1.689 x rp 500,-) = rp 4.880.350,-] daerah salatiga mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari sinar aji sebesar 1.119 kg, dan dari kobra sebesar 8.500 kg. biaya dari sinar aji adalah sebesar rp 450,-/kg sedangkan biaya dari kobra adalah sebesar rp 650,-/kg. maka biaya yang dibebankan untuk daerah salatiga adalah sebesar rp 6.028.550,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(1.119 x rp 450,-) + (8.500 x rp 650,-) = rp 6.028.550,-] daerah purwokerto dikirim oleh sinar aji dengan jumlah barang yang disupply sebesar 4.832 kg dengan biaya sebesar rp 700/kg. maka jumlah biaya yang dibebankan untuk daerah purwokerto adalah sebesar rp 3.382.400,-. jumlah tersebut didapatkan dari perkalian jumlah barang dengan biaya per kg barang (4.832 x rp 700/kg = rp 3.382.400,-) daerah cirebon mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari sinar aji sebesar 1.960 kg, dan dari dakota sebesar 3.000 kg. biaya dari sinar aji adalah sebesar rp 650,-/kg sedangkan biaya dari dakota adalah sebesar rp 900,-/kg. maka biaya yang dibebankan untuk daerah cirebon adalah sebesar rp 3.974.000,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(1.960 x rp 650,-) + (3.000 x rp 900,-) = rp 3.974.000,-] daerah semarang mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari cito express sebesar 3.591 kg, dan dari santoso sebesar 7.500 kg. biaya dari cito express adalah sebesar rp 650,-/kg sedangkan biaya dari santoso adalah sebesar rp 700,-/kg. maka biaya yang dibebankan untuk daerah semarang adalah sebesar rp 7.584.150,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(3.591 x rp 650,-) + (7.500 x rp 700,-) = rp 7.584.150,-] untuk sisa barang dari supply yang tidak terpakai dialokasikan ke dalam dummy. dummy tersebut tidak memiliki biaya pengiriman. metode least cost berikut adalah perincian untuk biaya per angkutan untuk metode least cost: daerah yogyakarta dikirim oleh kobra dengan jumlah barang yang disupply sebesar 7.898 kg dengan biaya sebesar rp 700/kg. maka jumlah biaya yang dibebankan untuk daerah yogyakarta adalah sebesar rp 5.528.600,-. jumlah tersebut didapatkan dari perkalian jumlah barang dengan biaya per kg barang (7.898 x rp 700/kg = rp 5.528.600,-) daerah salatiga mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari sinar aji sebesar 9.017 kg, dan dari kobra sebesar 602 kg. biaya dari sinar aji adalah sebesar rp 450,-/kg sedangkan biaya dari kobra adalah sebesar rp 650,-/kg. maka biaya yang dibebankan untuk daerah salatiga adalah sebesar rp 4.448.950,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(9.017 x rp 450,-) + (602 x rp 650,-) = rp 4.448.950,-] 30 journal the winners, vol. 13 no. 1, maret 2012: 27-39 daerah purwokerto mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari cito express sebesar 4.249 kg, dan dari sinar aji sebesar 583 kg. biaya dari cito express adalah sebesar rp 850,-/kg sedangkan biaya dari sinar aji adalah sebesar rp 700,-/kg. maka biaya yang dibebankan untuk daerah purwokerto adalah sebesar rp 4.019.750,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(4.249 x rp 850,-) + (583 x rp 700,-) = rp 4.019.750,-] daerah cirebon mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari cito express sebesar 1.960 kg, dan dari dakota sebesar 3.000 kg. biaya dari cito express adalah sebesar rp 800,-/kg sedangkan biaya dari dakota adalah sebesar rp 900,-/kg. maka biaya yang dibebankan untuk daerah cirebon adalah sebesar rp 4.268.000,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(1.960 x rp 800,-) + (3.000 x rp 900,-) = rp 4.268.000,-] daerah semarang mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari cito express sebesar 3.591 kg, dan dari santoso sebesar 7.500 kg. biaya dari cito express adalah sebesar rp 650,-/kg sedangkan biaya dari santoso adalah sebesar rp 700,-/kg. maka biaya yang dibebankan untuk daerah semarang adalah sebesar rp 7.584.150,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(3.591 x rp 650,-) + (7.500 x rp 700,-) = rp 7.584.150,-] untuk sisa barang dari supply yang tidak terpakai dialokasikan ke dalam dummy. dummy tersebut tidak memiliki biaya pengiriman. metode vam berikut adalah perincian untuk biaya per angkutan untuk metode vam: daerah yogyakarta dikirim oleh kobra dengan jumlah barang yang disupply sebesar 7.898 kg dengan biaya sebesar rp 700/kg. maka jumlah biaya yang dibebankan untuk daerah yogyakarta adalah sebesar rp 5.528.600,-. jumlah tersebut didapatkan dari perkalian jumlah barang dengan biaya per kg barang (7.898 x rp 700/kg = rp 5.528.600,-) daerah salatiga mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari sinar aji sebesar 9.017 kg, dan dari kobra sebesar 602 kg. biaya dari sinar aji adalah sebesar rp 450,-/kg sedangkan biaya dari kobra adalah sebesar rp 650,-/kg. maka biaya yang dibebankan untuk daerah salatiga adalah sebesar rp 4.448.950,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(9.017 x rp 450,-) + (602 x rp 650,-) = rp 4.448.950,-] daerah purwokerto mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari cito express sebesar 4.249 kg, dan dari sinar aji sebesar 583 kg. biaya dari cito express adalah sebesar rp 850,-/kg sedangkan biaya dari sinar aji adalah sebesar rp 700,-/kg. maka biaya yang dibebankan untuk daerah purwokerto adalah sebesar rp 4.019.750,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(4.249 x rp 850,-) + (583 x rp 700,-) = rp 4.019.750,-] daerah cirebon mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari dakota sebesar 3.000 kg, dan dari santoso sebesar 1.960 kg. biaya dari dakota adalah sebesar rp 900,-/kg sedangkan biaya dari santoso adalah sebesar rp 850,-/kg. maka biaya yang dibebankan untuk daerah cirebon adalah sebesar rp 4.366.000,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(3.000 x rp 900,-) + (1.960 x rp 850,-) = rp 4.366.000,-] daerah semarang mendapatkan supply dari 2 angkutan. masing-masing adalah supply dari cito express sebesar 5.551 kg, dan dari santoso sebesar 5.540 kg. biaya dari cito express adalah sebesar rp 650,-/kg sedangkan biaya dari santoso adalah sebesar rp 700,-/kg. maka biaya yang penerapan model transportasi..... (arlita armanto; haryadi sarjono) 31 dibebankan untuk daerah semarang adalah sebesar rp 7.486.150,-. perinciannya adalah jumlah barang dikalikan dengan biaya per kg barang [(5.551 x rp 650,-) + (5.540 x rp 700,-) = rp 7.486.150,-] untuk sisa barang dari supply yang tidak terpakai dialokasikan ke dalam dummy. dummy tersebut tidak memiliki biaya pengiriman. ketiga hasil di atas dirangkum dan dibandingkan dalam tabel 2. tabel 2 perbandingan hasil metode transportasi (dalam rupiah) nama daerah metode sedang berjalan metode nwc metode least cost metode vam yogyakarta 4.803.283 4.880.350 5.528.600 5.528.600 salatiga 3.969.236 6.028.550 4.448.950 4.448.950 purwokerto 4.585.539 3.382.400 4.019.750 4.019.750 cirebon 4.579.247 3.974.000 4.268.000 4.366.000 semarang 6.777.887 7.584.150 7.584.150 7.486.150 total 24.715.192 25.849.450 25.849.450 25.849.450 sumber: hasil pengolahan data (2010) setelah mengetahui hasil perhitungan biaya pengiriman dengan metode permodelan transportasi yang dibantu dengan software qm for windows 2, didapatkan hasil sebesar rp 25.849.450,untuk perhitungan biaya transportasi dengan model optimasi dan rp 24.715.192,untuk perhitungan biaya dengan metode yang sedang berjalan. dengan demikian biaya pengiriman barang yang dilakukan oleh perusahaan sekarang sudah optimal. setelah itu,dilanjutkan dengan decision tree model untuk menentukan metode pengiriman terbaik pada masing-masing kota tujuan (tabel 3 – 7). decision tree model tabel 3 data peluang dan nilai hasil keputusan untuk decision tree kota yogyakarta no keterangan peluang bagi kondisi alamiah nilai hasil keputusan (rp) ekonomi baik ekonomi buruk ekonomi baik ekonomi buruk untuk pengiriman dengan angkutan sendiri 1. mobil sendiri 0,7 0,3 4.803.283 (480.328) untuk pengiriman dengan jasa angkutan paket 1. cito express 0,75 0,25 5.133.700 (513.370) 2. sinar aji 0,78 0,22 3.949.000 (394.900) 3. dakota 0,77 0,23 6.713.300 (671.330) 4. kobra 0,79 0,21 5.528.600 (552.860) 5. santoso 0,71 0,29 5.923.500 (592.350) sumber: data dari perusahaan (2010) ekonomi buruk didapat dengan asumsi terjadi kenaikan biaya sebesar 10% dari harga ekonomi baik. untuk pengiriman dengan angkutan sendiri: emv (mobil sendiri) = (0,7) (rp 4.803.283) + (0,3) (rp 480.328) = rp 3.362.298 – rp 144.098 = rp 3.218.200 32 journal the winners, vol. 13 no. 1, maret 2012: 27-39 untuk pengiriman dengan jasa angkutan paket: emv (cito express) = (0,75) (rp 5.133.700) + (0,25) (rp 513.370) = rp 3.850.275 – rp 128.343 = rp 3.721.932 emv (sinar aji) = (0,78) (rp 3.949.000) + (0,22) (rp 394.900) = rp 3.080.220 – rp 86.878 = rp 2.993.342 emv (dakota) = (0,77) (rp 6.713.300) + (0,23) (rp 671.330) = rp 5.169.241 – rp 154.406 = rp 5.014.835 emv (kobra) = (0,79) (rp 5.528.600) + (0,21) (rp 552.860) = rp 4.367.594 – rp 116.100 = rp 4.251.494 emv (santoso) = (0,71) (rp 5.923.500) + (0,29) (rp 592.350) = rp 4.205.685 – rp 171.782 = rp 4.033.903 nilai emv yang digunakan dalam mengisi noda keputusan setelah noda cabang adalah: untuk angkutan sendiri menggunakan emv mobil sendiri, yaitu sebesar rp 3.218.200,-. sedangkan untuk jasa angkutan paket menggunakan emv sinar aji, yang bernilai paling rendah jika dibandingkan dengan emv cito express, emv dakota, emv kobra, dan emv santoso; yaitu dengan emv sinar aji sebesar rp 2.993.342,-. langkah terakhir dalam menentukan titik keputusan yang dapat diambil oleh perusahaan adalah dengan memilih cabang dari hasil emv terendah yang sebelumnya telah diperoleh untuk jasa angkutan paket dan angkutan sendiri. pilihan keputusan jatuh pada jasa angkutan paket sinar aji, karena memberikan nilai harapan moneter terendah (emv terendah) (gambar 1). gambar 1. diagram pohon untuk menentukan metode pengiriman terbaik kota tujuan yogyakarta (sumber: hasil pengolahan data, 2010). penerapan model transportasi..... (arlita armanto; haryadi sarjono) 33 tabel 4 data peluang dan nilai hasil keputusan untuk decision tree kota salatiga no keterangan peluang bagi kondisi alamiah nilai hasil keputusan (rp) ekonomi baik ekonomi buruk ekonomi baik ekonomi buruk untuk pengiriman dengan angkutan sendiri 1. mobil sendiri 0,7 0,3 3.969.236 (396.923) untuk pengiriman dengan jasa angkutan paket 1. cito express 0,75 0,25 6.252.350 (625.235) 2. sinar aji 0,78 0,22 4.328.550 (432.855) 3. dakota 0,77 0,23 7.214.250 (721.425) 4. kobra 0,79 0,21 6.252.350 (625.235) 5. santoso 0,71 0,29 6.733.300 (673.330) sumber: data dari perusahaan (2010) ekonomi buruk didapat dengan asumsi terjadi kenaikan biaya sebesar 10% dari harga ekonomi baik. untuk pengiriman dengan angkutan sendiri: emv (mobil sendiri) = (0,7) (rp 3.969.236) + (0,3) (rp 396.923) = rp 2.778.465 – rp 119.077 = rp 2.659.388 untuk pengiriman dengan jasa angkutan paket: emv (cito express) = (0,75) (rp 6.252.350) + (0,25) (rp 625.235) = rp 4.689.263 – rp 156.309 = rp 4.532.954 emv (sinar aji) = (0,78) (rp 4.328.550) + (0,22) (rp 432.855) = rp 3.376.269 – rp 95.228 = rp 3.281.041 emv (dakota) = (0,77) (rp 7.214.250) + (0,23) (rp 721.425) = rp 5.554.973 – rp 165.928 = rp 5.389.045 emv (kobra) = (0,79) (rp 6.252.350) + (0,21) (rp 625.235) = rp 4.939.357 – rp 131.299 = rp 4.808.058 emv (santoso) = (0,71) (rp 6.733.300) + (0,29) (rp 673.330) = rp 4.780.643 – rp 195.266 = rp 4.585.377 nilai emv yang digunakan dalam mengisi noda keputusan setelah noda cabang adalah: untuk angkutan sendiri menggunakan emv mobil sendiri, yaitu sebesar rp 2.659.388,-. sedangkan untuk jasa angkutan paket menggunakan emv sinar aji, yang bernilai paling rendah jika dibandingkan dengan emv cito express, emv dakota, emv kobra, dan emv santoso; yaitu dengan emv sinar aji sebesar rp 3.281.041,-. langkah terakhir dalam menentukan titik keputusan yang dapat diambil oleh perusahaan adalah dengan memilih cabang dari hasil emv terendah yang sebelumnya telah diperoleh untuk jasa angkutan paket dan angkutan sendiri. pilihan keputusan jatuh pada angkutan mobil sendiri, karena memberikan nilai harapan moneter terendah (emv terendah) (gambar 2). 34 journal the winners, vol. 13 no. 1, maret 2012: 27-39 gambar 2. diagram pohon untuk menentukan metode pengiriman terbaik tujuan kota salatiga (sumber: hasil pengolahan data, 2010). tabel 5 data peluang dan nilai hasil keputusan untuk decision tree kota purwokerto no keterangan peluang bagi kondisi alamiah nilai hasil keputusan (rp) ekonomi baik ekonomi buruk ekonomi baik ekonomi buruk untuk pengiriman dengan angkutan sendiri 1. mobil sendiri 0,7 0,3 4.585.539 (458.554) untuk pengiriman dengan jasa angkutan paket 1. cito express 0,75 0,25 4.107.200 (410.720) 2. sinar aji 0,78 0,22 3.382.400 (338.240) 3. dakota 0,77 0,23 5.315.200 (531.520) 4. kobra 0,79 0,21 4.590.400 (459.040) 5. santoso 0,71 0,29 4.590.400 (459.040) sumber: data dari perusahaan (2010) ekonomi buruk didapat dengan asumsi terjadi kenaikan biaya sebesar 10% dari harga ekonomi baik. untuk pengiriman dengan angkutan sendiri: emv (mobil sendiri) = (0,7) (rp 4.585.539) + (0,3) (rp 458.554) = rp 3.209.877 – rp 137.566 = rp 3.072.311 untuk pengiriman dengan jasa angkutan paket: emv (cito express) = (0,75) (rp 4.107.200) + (0,25) (rp 410.720) = rp 3.080.400 – rp 102.680 = rp 2.977.720 penerapan model transportasi..... (arlita armanto; haryadi sarjono) 35 emv (sinar aji) = (0,78) (rp 3.382.400) + (0,22) (rp 338.240) = rp 2.638.272 – rp 74.413 = rp 2.563.859 emv (dakota) = (0,77) (rp 5.315.200) + (0,23) (rp 531.520) = rp 4.092.704 – rp 122.250 = rp 3.970.454 emv (kobra) = (0,79) (rp 4.590.400) + (0,21) (rp 459.040) = rp 3.626.416 – rp 96.398 = rp 3.530.018 emv (santoso) = (0,71) (rp 4.590.400) + (0,29) (rp 459.040) = rp 3.259.184 – rp 133.122 = rp 3.126.062 nilai emv yang digunakan dalam mengisi noda keputusan setelah noda cabang adalah: untuk angkutan sendiri menggunakan emv mobil sendiri, yaitu sebesar rp 3.072.311,-. sedangkan untuk jasa angkutan paket menggunakan emv sinar aji, yang bernilai paling rendah jika dibandingkan dengan emv cito express, emv dakota, emv kobra, dan emv santoso; yaitu dengan emv sinar aji sebesar rp 2.563.859,-. langkah terakhir dalam menentukan titik keputusan yang dapat diambil oleh perusahaan adalah dengan memilih cabang dari hasil emv terendah yang sebelumnya telah diperoleh untuk jasa angkutan paket dan angkutan sendiri. pilihan keputusan jatuh pada jasa angkutan sinar aji, karena memberikan nilai harapan moneter terendah (emv terendah) (gambar 3). gambar 3. diagram pohon untuk menentukan metode pengiriman terbaik tujuan kota purwokerto (sumber: hasil pengolahan data, 2010). 36 journal the winners, vol. 13 no. 1, maret 2012: 27-39 tabel 6 data peluang dan nilai hasil keputusan untuk decision tree kota cirebon no keterangan peluang bagi kondisi alamiah nilai hasil keputusan (rp) ekonomi baik ekonomi buruk ekonomi baik ekonomi buruk untuk pengiriman dengan angkutan sendiri 1. mobil sendiri 0,7 0,3 4.579.247 (457.925) untuk pengiriman dengan jasa angkutan paket 1. cito express 0,75 0,25 3.968.000 (396.800) 2. sinar aji 0,78 0,22 3.224.000 (322.400) 3. dakota 0,77 0,23 4.464.000 (446.400) 4. kobra 0,79 0,21 4.464.000 (446.400) 5. santoso 0,71 0,29 4.216.000 (421.600) sumber: data dari perusahaan (2010) ekonomi buruk didapat dengan asumsi terjadi kenaikan biaya sebesar 10% dari harga ekonomi baik. untuk pengiriman dengan angkutan sendiri: emv (mobil sendiri) = (0,7) (rp 4.579.247) + (0,3) (rp 457.925) = rp 3.205.473 – rp 137.378 = rp 3.068.095 untuk pengiriman dengan jasa angkutan paket: emv (cito express) = (0,75) (rp 3.968.000) + (0,25) (rp 396.800) = rp 2.976.000 – rp 99.200 = rp 2.876.800 emv (sinar aji) = (0,78) (rp 3.224.000) + (0,22) (rp 322.400) = rp 2.514.720 – rp 70.928 = rp 2.443.792 emv (dakota) = (0,77) (rp 4.464.000) + (0,23) (rp 446.400) = rp 3.437.280 – rp 102.672 = rp 3.334.608 emv (kobra) = (0,79) (rp 4.464.000) + (0,21) (rp 446.400) = rp 3.526.560 – rp 93.744 = rp 3.432.816 emv (santoso) = (0,71) (rp 4.216.000) + (0,29) (rp 421.600) = rp 2.993.360 – rp 122.264 = rp 2.871.096 nilai emv yang digunakan dalam mengisi noda keputusan setelah noda cabang adalah: untuk angkutan sendiri menggunakan emv mobil sendiri, yaitu sebesar rp 3.068.095,-. sedangkan untuk jasa angkutan paket menggunakan emv sinar aji, yang bernilai paling rendah jika dibandingkan dengan emv cito express, emv dakota, emv kobra, dan emv santoso; yaitu dengan emv sinar aji sebesar rp 2.443.792,-. langkah terakhir dalam menentukan titik keputusan yang dapat diambil oleh perusahaan adalah dengan memilih cabang dari hasil emv terendah yang sebelumnya telah diperoleh untuk jasa angkutan paket dan angkutan sendiri. pilihan keputusan jatuh pada jasa angkutan sinar aji, karena memberikan nilai harapan moneter terendah (emv terendah) (gambar 4). penerapan model transportasi..... (arlita armanto; haryadi sarjono) 37 gambar 4. diagram pohon untuk menentukan metode pengiriman terbaik tujuan kota cirebon (sumber: hasil pengolahan data, 2010). tabel 7 data peluang dan nilai hasil keputusan untuk decision tree kota semarang no keterangan peluang bagi kondisi alamiah nilai hasil keputusan (rp) ekonomi baik ekonomi buruk ekonomi baik ekonomi buruk untuk pengiriman dengan angkutan sendiri 1. mobil sendiri 0,7 0,3 6.777.887 (677.789) untuk pengiriman dengan jasa angkutan paket 1. cito express 0,75 0,25 7.209.150 (720.915) 2. sinar aji 0,78 0,22 5.545.500 (554.550) 3. dakota 0,77 0,23 8.872.800 (887.280) 4. kobra 0,79 0,21 8.318.250 (831.825) 5. santoso 0,71 0,29 7.763.700 (776.370) sumber: data dari perusahaan (2010) ekonomi buruk didapat dengan asumsi terjadi kenaikan biaya sebesar 10% dari harga ekonomi baik. untuk pengiriman dengan angkutan sendiri: emv (mobil sendiri) = (0,7) (rp 6.777.887) + (0,3) (rp 677.789) = rp 4.744.521 – rp 203.337 = rp 4.541.184 untuk pengiriman dengan jasa angkutan paket: emv (cito express) = (0,75) (rp 7.209.150) + (0,25) (rp 720.915) = rp 5.406.863 – rp 180.229 = rp 5.226.634 38 journal the winners, vol. 13 no. 1, maret 2012: 27-39 (sinar aji) = (0,78) (rp 5.545.500) + (0,22) (rp 554.550) = rp 4.325.490 – rp 122.001 = rp 4.203.489 emv (dakota) = (0,77) (rp 8.872.800) + (0,23) (rp 887.280) = rp 6.832.056 – rp 204.074 = rp 6.627.982 emv (kobra) = (0,79) (rp 8.318.250) + (0,21) (rp 831.825) = rp 6.571.418 – rp 174.683 = rp 6.396.735 emv (santoso) = (0,71) (rp 7.763.700) + (0,29) (rp 776.370) = rp 5.512.227 – rp 225.147 = rp 5.287.080 nilai emv yang digunakan dalam mengisi noda keputusan setelah noda cabang adalah: untuk angkutan sendiri menggunakan emv mobil sendiri, yaitu sebesar rp 4.541.184,-. sedangkan untuk jasa angkutan paket menggunakan emv sinar aji, yang bernilai paling rendah jika dibandingkan dengan emv cito express, emv dakota, emv kobra, dan emv santoso; yaitu dengan emv sinar aji sebesar rp 4.203.489,-. langkah terakhir dalam menentukan titik keputusan yang dapat diambil oleh perusahaan adalah dengan memilih cabang dari hasil emv terendah yang sebelumnya telah diperoleh untuk jasa angkutan paket dan angkutan sendiri. pilihan keputusan jatuh pada jasa angkutan sinar aji, karena memberikan nilai harapan moneter terendah (emv terendah) (gambar 5). gambar 5. diagram pohon untuk menentukan metode pengiriman terbaik tujuan kota semarang (sumber: data hasil pengolahan, 2010). penerapan model transportasi..... (arlita armanto; haryadi sarjono) 39 penutup berdasarkan analisis dan hasil perhitungan yang telah diperoleh, dapat diambil kesimpulan terhadap pelaksanaan pengiriman barang pada pt. suryamas inti armindo sebagai berikut: (1) biaya optimal pengiriman barang pt. suryamas inti armindo dengan menggunakan jasa angkutan paket menurut metode nwc, least cost, dan vam adalah sebesar rp 25.849.450,serta biaya pengiriman dengan metode yang sedang berjalan adalah sebesar rp 24.715.192,-; (2) berdasarkan biaya pengiriman barang yang diperoleh di atas, metode pengiriman barang yang sebaiknya digunakan oleh pt. suryamas inti armindo yaitu metode yang sedang berjalan; (3) dalam mengoptimalkan efisiensi biaya pengiriman barang dengan menggunakan pendekatan decision tree, solusi yang sebaiknya dipilih oleh pt. suryamas inti armindo yaitu: untuk kota yogyakarta menggunakan jasa angkutan paket sinar aji, untuk kota salatiga menggunakan jasa angkutan mobil sendiri, untuk kota purwokerto menggunakan jasa angkutan paket sinar aji, untuk kota cirebon menggunakan jasa angkutan paket sinar aji, dan untuk kota semarang menggunakan jasa angkutan paket sinar aji. daftar pustaka heizer, jay dan render, barry. 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(2006). manajemen (jilid i, edisi keenam). jakarta: salemba empat. 140 journal the winners, vol. 15 no. 2, september 2014: 140-149 creativity-relevant personal characteristics among indonesian creative workers 1nugroho j. setiadi; 2rudy aryanto 1faculty of business and management, widyatama university jln. cikutra no 204 a, bandung 40124 2school of business management, bina nusantara university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 1nugroho.setiadi@widyatama.ac.id ; 2raryanto@binus.edu abstract the study aims to identify creativity-relevant personal characteristics among creative workers in indonesia’s creative industry. identification of the constituent elements of the nature of the changes needs to be measured. researchers have advocated replacing creativity-relevant personal characteristics based on the fivefactor model to investigate how individual differences stimulate creativity. this study presents data supporting reliability (internal consistency) and validity (criterion and construct) of the instrument. validity of the instrument is based on the content validity involving art and design experts. the 220 creative workers from several creative industry firms in indonesia participated as samples in this research. results of a factor analysis indicated a five factor solution of creative characteristics and behavior. discussion of findings and the most important ways in which individuals differ in their enduring emotional, interpersonal, experiential, attitudinal, and motivational styles for stimulating creativity are presented. keywords: creative behavior, creative-relevant personal characteristics, factor analysis, the big five factor personality abstrak penelitian bertujuan untuk mengidentifikasi karakteristik pribadi kreatif yang relevan di kalangan pekerja kreatif di industri kreatif indonesia. identifikasi unsur konstituen dari sifat perubahan perlu untuk diukur. para peneliti menganjurkan mengganti karakteristik pribadi kreatif yang relevan berdasarkan pada model lima faktor untuk menyelidiki bagaimana perbedaan individu merangsang kreativitas. penelitian menyajikan data yang mendukung reliabilitas (konsistensi internal) dan validitas (kriteria dan konstruksi) instrumen. validitas instrumen didasarkan pada validitas isi yang melibatkan seni dan ahli desain. dua ratus dua puluh pekerja kreatif dari beberapa perusahaan industri kreatif di indonesia berpartisipasi sebagai sampel dalam penelitian ini. hasil analisis faktor menunjukkan solusi lima faktor karakteristik dan perilaku kreatif. penelitian menyampaikan pembahasan temuan dan cara beda individu dalam bertahan secara emosional, interpersonal, pengalaman, sikap, dan gaya motivasi untuk merangsang kreativitas. kata kunci: perilaku kreatif, karakteristik pribadi kreatif yang relevan, analisis faktor, lima besar faktor kepribadian mailto:nugroho.setiadi@widyatama.ac.id mailto:raryanto@binus.edu creativity-relevant personal..... (nugroho j. setiadi; rudy aryanto) 141 introduction the capacity of individuals to create innovations is a crucial element of organizational innovation. however, how to enhance creativity is difficult to answer. the literature on this subject is very large and beyond our capacity to read and integrate. this paper is therefore a reflection of what we have been able to identify individual characteristics that stimulate creativity through an empirical study on creative workers in indonesia's creative industry. globalization and competition have produced new challenges for business. one of the reactions is that many corporations have ‘discovered’ creativity. according to munroe (1995), 70 per cent of the cost of a production is determined by its design, so that the creative design can lead to substantial savings. as a result, creativity training and learning for workers is becoming widespread (clapham, 1997; thakray, 1995). when creativity is properly employed, carefully evaluated, skillfully managed and soundly implemented it is a key to business success. this is interesting to remind us that it is not just in the output that creativity should be assessed but also the input, the process and perspectives that are brought to unravel creative thinking and execution. to be competitive in the global market, organizations must continuously develop innovative and high-quality products and services, plus deliver them on time and at a lower cost than their competitors. therefore, today’s employees are required to be creative, yet also conform to rules and standards, and work efficiently to meet time and budget constraints. creativity is often perceived to be incongruent with conformity and attention to detail (kirton, 1976; kirton & de ciantis, 1987; levitt, 2002; rogers, 1983; mumford & gustafson, 1988; schuler & jackson, 1987; amabile & gryskiewicz, 1988). yet, these latter two characteristics would appear to be the human characteristics that ensure that employees maintain high quality standards. hence, creativity per se may be dysfunctional to performance outcomes that require conformity and attention to detail. several authors have examined the relationship among individuals in the workplace. theresa amabile has produced the most empirical research, exploring both personal characteristics and the interaction among people in the work environment. other researchers considered the interaction process among workers and their personal and combined characteristics (setiadi, boediprasetya, & wahdiaman, 2012; hoban, 2002). some authors considered the way groups interact to be the most important factor. one element, personal motivation, received a good deal of attention. amabile and gryskiewicz (1988) identified the factors that promoted problem solving or personal creativity by studying a group of 120 innovators working in research and development. although one factor, qualities of the group, assisted creativity, other group factors were not shown to do so. personal characteristics were related to creativity, including specific personality traits, self motivation, special cognitive abilities, a risk orientation, diverse experience, expertise in the area, social skill, brilliance and naiveté (amabile & gryskiewicz, 1988). the qualities of problem solvers that inhibited creativity, on the other hand, were lack of motivation (30%), unskilled (24%), inflexible (22%), externally motivated (14%), and socially unskilled (7%) (amabile & gryskiewicz, 1988). individual creativity was enhanced, in other words, by domain relevant skills, creativity-relevant skills and intrinsic task motivation. the study was conducted because of the phenomenon creative workers’ performance in indonesia creative industries are not identified in term of its mindset, attitude, behavior, and act in the realization of creative works. therefore, the identification of the constituent elements of the nature of the changes needs to be measured. several previous studies have been initiated when we conduct a study on identification of the constituent elements of the nature of change (change of dna) in the establishment of ways and mindset of business students (setiadi, 2009). similarly, the results of 142 journal the winners, vol. 15 no. 2, september 2014: 140-149 wahdiaman’s study (2009) showed that a series of visual expression to grow in media art is always based on the reality of space and time. both of these studies provide the inspiration for this study to determine the factors that encourages creativity and creative industries. based on horng and lin (2009), and setiadi, boediprasetya and wahdiaman’s studies (2012), the study was conducted. the results are expected to obtain a clearer description of the identification of creativity-relevant personal characteristics among creative workers in indonesia’s creative industry. creativity is the personal characteristic that is most clearly associated with innovation. creativity is defined as the production of novel ideas that are useful and appropriate to a given situation (amabile, 1983). a large body of literature has focused on identifying the personal characteristics, cognitive styles, and other attributes associated with creative achievement (see kirton, 1976; amabile, 1983; scott & bruce, 1994; woodman, sawyer, & griffin, 1993; oldham & cummings, 1996; tierney, farmer, & graen, 1999). personality theorists have offered hundreds of candidates and for decades factor analysts attempted to bring order to the resulting confusion by factoring personality scales. traits are consistent patterns of thoughts, feelings, or actions that distinguish people from one another. traits are basis tendencies that remain stable across the life span, but characteristic behavior can change considerably through adaptive processes. a trait is an internal characteristic that corresponds to an extreme position on a behavioral dimension. there have been different theoretical perspectives in the field of personality psychology over the years including human motivation, the whole person, and individual differences. the big five falls under the perspective of individual differences. creativity and personality the empirical work of the past 15 years on the personality characteristics of creative people brought few surprises. in general, a fairly stable set of core characteristics (e.g. high valuation of esthetic qualities in experience, broad interests, attraction to complexity, high energy, independence of judgment, autonomy, intuition, self-confidence, ability to resolve antinomies or to accommodate apparently opposite or conflicting traits in one’s self-concept, and, finally, a firm sense of self as “creative”) continued to emerge as correlates of creative achievement and activity in many domains. one manifestation of this apparent emergence of core characteristics was the development of several empirically keyed “creative personality” scales for gough’s adjective check list (gough, 1979). reasonably encouraging evidence of the construct validity of these scales has subsequently emerged (domino, 1974). a 5-year follow-up (schaefer 1972c) has demonstrated the temporal stability of one of these scales, and studies (harrington, 1975) have revealed very high inter-scale correlations. the magnitude of these correlations (typically in the .70s and .80s after statistical removal of general adjective-endorsing tendencies) establishes the existence of a set of core characteristics associated with creative achievement and activity in a fairly wide range of domains. the adjectives in the composite creative personality scale (harrington, 1975) provide a good sense of these scales: active, alert, ambitious, argumentative, artistic, assertive, capable, clear thinking, clever, complicated, confident, curious, cynical, demanding, egotistical, energetic, enthusiastic, hurried, idealistic, imaginative, impulsive, independent, individualistic, ingenious, insightful, intelligent, interests wide, inventive, original, practical, quick, rebellious, reflective, resourceful, self-confident, sensitive, sharpwited, spontaneous, unconventional, versatile and not conventional and not inhibited. personality factors determination the big five represents taxonomy (classification system) of traits that some personality psychologists suggest capture the essence of individual differences in personality. these traits were arrived at through factor analysis studies. factor analysis is a technique generally done with the use of computers to determine meaningful relationships and patterns in behavioral data. you begin with a large number of behavioral variables. the computer finds relationships or natural connections where creativity-relevant personal..... (nugroho j. setiadi; rudy aryanto) 143 variables are maximally correlated with one another and minimally correlated with other variables, and then groups the data accordingly. after this process has been done many times a pattern appears of relationships or certain factors that capture the essence of all of the data. such a process was used to determine the big five personality factors. many researchers tested factors other than the big five and found the big five to be the only consistently reliable factors. strict trait personality psychologists go so far as to say our behaviour is really determined by these internal traits, giving the situation a small role in determining behaviour. in other words, these traits lead to an individual acting a certain way in a given situation. allport, norman and cattell (in pervin & john, 1999) were influential in formulating this taxonomy which was later refined. allport compiled a list of 4500 traits. cattell reduced this list to 35 traits. others continued to analyze these factors and found congruence with selfratings, ratings by peers and ratings by psychological staff that eventually became the big five factors. the big five factors are: extraversion vs. introversion; agreeableness vs. antagonism; conscientiousness vs. undirectedness; neuroticism vs. emotional stability; openness to experience vs. not open to experience. method this study used an instrument that is prepared to evaluate the performance of creative work developed by the research team. this instrument is a self-assessment version developed from the results of content validity of the experts and actors in the creative industry sub-sectors under review. the process of data analysis performed using the software package spss for windows. factor analysis conducted to explore the components that can represent a set of variables under study. design factor analysis conducted through the steps of: (a) determining the correlation between variables and (b) the selection of variables, sample size, and measurement. analyzed dimensions are important factors perceived by respondents. to reduce these factors and predict appropriateness done through the method of common factor analysis, a method that latent factors are not determined in advance (kim & mueller, 1978). this method allowed data to cluster itself into a number of factors (variables). in addition, the reduction factors are also considered statistical criteria are commonly done in factor analysis, namely, the variance and eigen-value criteria of each factor (hair, black, babin, anderson, & tatham, 2006). collecting data is a part of activities on the recent research. due to time constraint, convenience sampling was employed. the 220 creative workers from several creative industry firms in indonesia have participated as samples in this research. questionnaires and rating-forms were distributed through the “put and pick up system” to the potential respondents, and they were instructed to put the completed questionnaire in a return envelope addressed to researcher. results and discussion to identify people characteristics and creative behaviour among indonesian creative workers, the instrument has been prepared. this instrument is a self-assessment version developed by setiadi, boediprasetya and wahdiaman (2011). validity of the instrument is based on the content validity involving art and design experts, namely prof. permadi tabrani, rudy farid, boediprasetya and wahdiaman, when the focus group discussion was held. table 1 presents the results of measuring the adequacy of the sample that demonstrated the value of kmo and bartlett's test (0.737) as a significant value for 0.000. 144 journal the winners, vol. 15 no. 2, september 2014: 140-149 table 1 the value of kmo and bartlett's test table 2 presents reliability test through the testing of internal consistency cronbach's alphas (cronbach, 1951) for each group based on gender. in this reliability testing, included test-retest reliability and mean inter-item correlations. results shows that all dimensions of the measurement characteristics of creative people for male is reliable (above 0.60), except for the dimension of openness to experience (0.44). while for female showed a somewhat different result, namely the dimension of openness to experience and agreeableness showed results of internal reliability test did not consistent. results of reliability testing through the inter-item correlations showed that only neuroticism and conscientiousness dimensions that have a high correlation, both for male and female. table 2 internal consistency reliabilities (cronbach’s alpha), mean inter-item correlations based on gender personal characteristics reliability (internal consistency) mean inter-item correlation male female male female neuroticism 0.82 0.83 0.28 0.28 extraversion 0.63 0.70 0.14 0.18 openness to experience 0.44 0.56 0.06 0.09 agreeableness 0.64 0.44 0.14 0.07 conscientiousness 0.81 0.81 0.27 0.27 *p<0.1; **p<0.05; ***p<0.01(2-tailed) results of extraction factor in term of the creative nature have been grouped into five factors (table 3). twenty seven characteristics have been identified as a measure of the behavioral characteristics of creative people who are useful to determine which of them to support the performance of creative work and which do not encourage the performance of creative people. table 3 the results of factor extraction personal characteristics items component 1 2 3 4 5 tension , 0.75 -0.08 -0.06 -0.01 -0.09 anxiety, -0.63 0.07 -0.20 0.07 0.22 inferior, 0.59 -0.08 -0.05 0.05 0.21 ashamed, 0.56 -0.06 -0.20 -0.25 0.09 worry, 0.55 0.05 -0.13 -0.10 -0.27 sad, -0.54 0.07 -0.08 0.12 0.17 creativity-relevant personal..... (nugroho j. setiadi; rudy aryanto) 145 table 3 the results of factor extraction (continued) personal characteristics items component 1 2 3 4 5 worthless, 0.53 -0.05 -0.23 -0.10 -0.10 easy to stress , 0.52 -0.18 -0.18 0.04 -0.06 helplessness, 0.33 -0.24 0.16 -0.14 -0.03 excited, -0.14 0.79 0.15 -0.04 0.09 sociable, -0.06 0.65 0.11 -0.02 0.02 easy to laugh, -0.02 0.61 -0.07 -0.06 0.01 gregarious, 0.04 0.60 -0.04 0.32 0.02 active, -0.25 0.60 0.14 -0.27 -0.04 happy, -0.24 0.56 0.13 0.11 0.07 fun -0.16 0.40 -0.01 0.13 0.09 loneliness 0.21 0.26 -0.11 -0.19 0.11 clever use of time, -0.05 -0.13 0.68 -0.04 -0.05 works well organised, -0.02 -0.09 0.63 0.15 0.03 systematic 0.14 -0.02 -0.56 -0.01 0.20 responsibility 0.03 0.13 0.52 0.23 0.26 productive -0.32 0.19 0.50 -0.23 0.15 has a target -0.21 0.16 0.49 0.01 0.36 work hard -0.01 0.32 0.48 -0.15 0.17 neat and net 0.12 0.05 0.46 0.27 -0.04 do not waste time -0.26 -0.04 0.43 0.17 -0.25 commit -0.23 0.09 0.42 -0.24 0.33 honest -0.13 0.00 -0.00 0.61 0.02 cynical and skeptical -0.17 0.16 0.13 0.54 -0.12 selfish -0.11 0.28 0.22 0.48 -0.00 excessive -0.16 0.42 -0.02 -0.47 -0.08 cold -0.17 0.29 -0.24 0.47 -0.30 quarrelsome -0.15 -0.12 0.05 0.46 0.04 suspicious -0.28 0.05 0.02 0.39 -0.19 likes to work together 0.19 0.25 -0.12 0.36 0.23 polite 0.09 0.24 0.31 0.35 0.08 empathy -0.03 -0.14 0.00 0.32 -0.06 egotistical -0.19 0.03 0.24 0.31 -0.00 theoretical -0.16 -0.02 0.02 -0.30 0.59 pride 0.06 0.02 0.13 -0.02 0.55 irritability 0.03 0.24 -0.10 -0.10 0.45 sensitive 0.01 0.28 0.11 0.17 0.38 curiosity -0.17 0.13 0.19 -0.32 0.36 speculation 0.16 0.12 0.05 -0.07 -0.32 theoretical 0.23 -0.06 0.06 -0.02 -0.29 extraction method: principal component analysis rotation method: varimax with kaiser normalization a rotation converged in 7 iterations these results show that the elements were grouped according to the neo-ffi personality dimensions of costa and mccrae’s study (costa & mccrae, 1992). therefore, the first factor can be called as neuroticism factor, because it describes the item relating to the attributes of emotional stability. it means that the low levels of neuroticism shows the individual's ability to control his emotions, for example, calm attitude in solving problems, tough, not easily give up, self-conscious and anxious. the second factor is extraversion. this factor represents the attributes associated with the characteristics of someone who is outgoing and assertive, friendly, warm, and always think positive. the third factor is conscientiousness. this factor represents the attributes associated with more typical of someone who is meticulous, responsible and hardworking or industrious, obedient, orderly, and 146 journal the winners, vol. 15 no. 2, september 2014: 140-149 disciplined. the fourth factor is agreeableness as representing the attributes associated with the typical people you trust and polite, willing to sacrifice for the benefit of others, and rather blunt. finally, the fifth factor is openness to experience. this factor represents the attributes associated with creative thinking, sensitive, a lot of ideas, and artistic. element that has the highest factor loading in each group shows the magnitude of the contribution element in determining the creative nature of creative workers. these elements are enthusiastic, low level in depression, self-discipline, trust and ideas. table 4 presents the mean value and standard deviation of each measurement of the characteristic dimensions of creative workers. these measurements were divided into 2 groups based on gender. levene's test was conducted to examine whether there are differences in each dimension of the measurement of creative workers’ personal characteristics based on gender differences. results showed that there was no significant difference between these two groups of samples when tested each dimensional measurement of creative workers’ characteristics. table 4 the mean value and standard deviation of each dimension of personal characteristics measurement of creative workers based on gender personality dimensions male female t-test mean sd mean sd neuroticism 2.88 0.81 3.09 0.77 -0.88 extraversion 3.43 0.56 3.41 0.60 0.13 conscientiousness 3.26 0.31 3.19 0.41 0.67 agreeableness 3.15 0.45 3.36 0.54 -1.42 openness to experience 3.57 0.53 3.68 0.51 -0.64 n 132 88 220 *p<0.1; **p<0.05; ***p<0.01(2-tailed) everyone has the potential to be creative. there are even things that an individual can do to enhance their creativity. for every positive there is a negative and, there are also acts and ideals that can hinder an individual’s creativity. on the other hand, there are some of the obstacles that one must overcome in order to be creative. the most common does not believe oneself to be creative. if a person believes themselves to be lacking in creativity they will not pursue creative ways of expressing themselves. also, if an individual is too busy or involved in a problem they will not be able to find time to focus on a creative endeavor. individuals that do not allow enough time for relaxation usually will be stressed and their minds will not be able to think creatively because it will be absorbed in the problem at hand. hoban [12] further suggests that there are some aspects that hinder creativity within a person that are related to self-esteem. examples of such issues are a "fear of criticism and lack of confidence." self-criticism is another major issue that hinders creativity. if an individual is always telling themselves that others will not like something and that it isn't good enough that is what the result will be. whenever they present their creative endeavor they will not present it with confidence and enthusiasm. people must believe in themselves and their ideas in order for others to believe in them. after the individual has received the negative response there is a good chance that they will not pursue it or further creative endeavors of that sort. each person has their own potential. one's potential can be derived from the innate and experience. even if a person has the innate potential for high levels of creativity, not necessarily that it could realize its potential. especially when its work was poor stimulation, such as authoritarian boss, does not provide the freedom to subordinates, and never listen to others' opinions. during the period of creativity-relevant personal..... (nugroho j. setiadi; rudy aryanto) 147 measurement development, implementation of these measures provide a more clear identification of the constituent elements of the nature of change (change of dna) of workers in creative industries. the experimental results of this measurement is useful in mapping the potential and creative performance on existing workers in indonesia's creative industry. thus, creative workers in the creative industries can be prepared with the provision of excellence in the creative ability to analyze problems, good communication and confidence. in the work context, the creative worker is a strategic focus. the success of the work rely on creative workers. however, it should be realized that the workers have the potential diversity and respective capabilities. they are unique with all the potential and capacity. this uniqueness cannot be uniform. uniqueness of the workers is causing a separate issue that must be recognized and solved, so that to manage of creative workers in an integrated framework to be considered, especially considered in the development of creativity. therefore, the development potential and creativity of workers must proceed from the characteristics of giftedness and creativity that needs to be optimized for workers ranging from cognitive (thinking), affective (feelings), and psychomotor (behavioral). intrinsic motivation and creativity fostered through individual potential and create a psychological climate that guarantees freedom of creative expression for the workers in the work environment. although a two-year period of this study was successfully conducted exploratory studies and identify the model to measure the characteristics of creative workers in creative industries, as well as to the application of measurement and utilization of research results to evaluate the performance of creative workers, however, for future studies still needed a study on cultural and aesthetic values as well as the function of the activity of creative workers. thus, the results provide a direct contribution to the needs of the community. finally, modeling the development of creative industries in indonesia can serve as a pilot project for other countries. conclusion this study implemented factor analysis to understand creativity-relevant personal characteristics. findings indicate that there are five factors solution of creative characteristics and behavior. these results show that the elements were grouped according to the neo-ffi personality dimensions of costa and mccrae’s study (1992). the most important ways in which individuals differ in their enduring emotional, interpersonal, experiential, attitudinal, and motivational styles for stimulating creativity are presented through this study. benefits of using factor analysis to understand creativity-relevant personal characteristics may provide many benefits in keeping of mind that the traits fall on a continuum and this overhead shows characteristics associated with each of the traits. looking at these characteristics we can formulate what each of the traits mean. firstly, extraversion – means a person is, talkative, social and assertive. secondly, agreeableness – means a person is good natured, co-operative and trusting. thirdly, conscientiousness – means a person is responsible, orderly and dependable. fourthly, neuroticism – means a person is anxious, prone to depression and worries a lot. finally, openness – means a person is imaginative, independent minded, and has divergent thinking. acknowledgment the paper is an outcome of competency research funded by the higher educational directorate of the indonesia national education department under grant number 043/sp2h/pl/dit.litabmas/v/2013. this paper also has been presented on the colloquium of administrative science and technology 2013 (coast 2013) by r. aryanto. the authors want to thank all contributors to this project, especially, a boediprasetya, l. amaliawiati and n. nurani, who did most of the share ideas. 148 journal the winners, vol. 15 no. 2, september 2014: 140-149 references amabile, t. m. 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(1993). toward a theory of organizational creativity. academy of management journal, 18, 293-321. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 25 the winners, 22(1), march 2021, 25-30 doi: 10.21512/tw.v22i1.7039 leadership and motivation to performance through job satisfaction of hotel employees at d'merlion batam yandra rivaldo* business management department, institut agama islam abdullah said batam jl. r soeprapto rt 002 rw xi, batu aji, kota batam 29422, indonesia yandraa.rivaldo@gmail.com received: 02nd february 2021/ revised: 07th march 2021/ accepted: 12th march 2021 how to cite: rivaldo, y. (2021). leadership and motivation to performance through job satisfaction of hotel employees at d'merlion batam. the winners, 22(1), 25-30. https://doi.org/10.21512/tw.v22i1.7039 abstract the research aimed to confirm the theory with empirical evidence focusing on leadership, employee motivation, employee job satisfaction, and employee performance. the research applied a causal model survey method with path analysis techniques. the population were 45 employees of the d'merlion hotel batam, and the sample was taken by using a census method. the significance value of leadership on job satisfaction is 0,082 > 0,05, it is concluded that direct leadership has no significant effect on job satisfaction. the significance value of motivation on job satisfaction is 0,000 < 0,05, which implies that motivation has a significant direct effect on job satisfaction. with similar significance value of 0,000 < 0,05, leadership has a significant direct effect on employee performance. motivation has a significant direct effect on employee performance with significance value of 0,009 < 0,05. lastly, with the significance value of 0,008 < 0,05, job satisfaction directly has a significant effect on employee performance. keywords: leadership performance, motivation performance, job satisfaction, employee performance, hotel employees i. introduction human resources are one of the important components that must be managed properly so the work produces output in accordance with what is planned. human resources are considered the key to achieving the goals and success of the hotel. the development of hospitality is inseparable from performance, it is a must for every employee to achieve good performance so that the main goals of the hotel can be achieved. this certainly cannot be separated from the leadership and motivation factors resulting in a good job satisfaction. the process of accomplishing work in accordance with the hotel standards is a benchmark for employees who have good performance. performance appraisal is a useful tool not only for employees’ work evaluation, but also for their development and motivation (palinggi & mawardi, 2020). employees’ emotional involvement will lead to happiness and active behavior in carrying out duties and obligations given to employees. furthermore, it will stimulate positive performance improvements and have a good impact on the achievement of work results as well as the organization (purwadi et al., 2020). performance at work is related to organizational goals such as quality, efficiency, and other effectiveness criteria (muafi & azim, 2019). irwandy (2017) provides a limitation that performance is the quantity and quality of work or services provided by the work unit. performance details consist of internal and external data. internal data are the information related to a person's personality. meanwhile external data are the ones that affect human performance from the environment. internal and external data are types of assignments that affect an individual's performance. the types of employees’ assignments are action-based with several psychological consequences. in other words, individual factors can be considered as internal data and organizational work conditions as external data. in the research, work experience represents individual problems (internal) and organizational climate represents organizational working conditions (external). every individual is expected to find job satisfaction in their environment, which is certainly a personal matter since they have different levels of satisfaction according to the standards that apply to each of them. many aspects of work are adapted to individual desires, which increases the level of 26 the winners, vol. 22 no. 1 march 2021, 25-30 perceived satisfaction. opinions related to job satisfaction and dissatisfaction often reflect employees' evaluations of current and past work experiences as opposed to future prospects. thus, it can be concluded that two key factors in job satisfaction are quality of work and basic needs. work ethic is a goal that must be achieved in accomplishing tasks. the goals are labor standards that individuals consider important and must be commensurate to meet basic needs. job satisfaction reflects a person's feelings about their job. it can be seen from the positive attitude of employees towards work and every element they encounter in work environment. to increase job satisfaction, the needs of employees must be responded to by the company. this has indirectly been carried out by various human resource management activities as previously described. job satisfaction is often seen as a combination of various emotions, values, and perceptions that a person has about their tasks (barnett, 2017). job satisfaction is also described as an individual expression of welfare levels related to workload and activities (saragih, luturlean, & hadiyanto, 2020). job satisfaction is a dynamic mixture of job characteristics, environment, and personal traits and feelings depending on elements such as changes in coworkers, supervision, or organizational structure (barnett, 2017). job satisfaction is a general attitude towards someone's job which shows the difference between the number of rewards received by employees and the amount they believe they should receive (muafi & azim, 2019). job satisfaction is a pleasant or unpleasant emotional state in the way employees view their work (winarsih, bachri, & yulianto, 2019). the leader plays a key role in testing the strategy of every organization. organizational goals can only be achieved if leaders are able to carry out their responsibilities properly. therefore, every organization or group needs a leader who understands the leadership process. leadership work is an attempt to guide team members to high standards and work as hard as possible. in addition, leadership work is also concerned with controlling relationships between individuals or groups in organizations. it needs to be done so that the organization is committed to achieving the right goals. a leader must be able to establish a good personal relationship between those who are led and those who lead, so that mutual respect, mutual trust, mutual help and a sense of unity can be achieved (muizu & sari, 2019). a leader must have experience, knowledge, and ability to think systematically and regularly as well as to set plans. weak leadership can certainly hinder operational activities, whereas strong leadership encourages the achievement of subordinates and activities to achieve goals (muafi & azim, 2019). leadership is an aspirational force, a spirit of enthusiasm, and a creative moral force, which can influence members to adjust attitudes in accordance with what the leader aspires (syaleh, 2019). leaders play a role in increasing abilities, commitment, skills in understanding organizational values and teamwork to improve the organization performance (nizamuddin, sagala, & napitupulu, 2018). if the leader can apply proper leadership, employees will feel satisfied which, in turn, can improve their performance (utama & sari, 2019). widodo, sulisno, and suryawati (2020) add that leadership is the ability to influence other people in a group to achieve certain goals. human resources, especially labor, need continuous motivation to do their job effectively and efficiently. without motivation, an employee will feel less encouraged to complete tasks and easily give in to temptation. leaders or company owners must be aware of this situation as it will gradually affect the entire organizational process, so goals might be difficult to achieve. a strong leaders’ influence results in better performance. besides, they will find it easier to deal with obstacles. on the other hand, when their influence diminishes, they will lose his performance and enthusiasm to develop good values in career. employees might have two motivation factors that influences them to work, namely: 1) supervisors’ command and 2) self-awareness or initiative. motivation is presented with the power that causes behavior which leads to the fulfillment of predetermined goals (krstic et al., 2018). saragih et al. (2020) points out another benefit from motivated employees is higher job satisfaction, while lily et al. (2017) adds that the main strategy for increasing one's motivation is money. work motivation is a series of internal and external forces that cause workers to choose how to act and lead to certain behaviors (irwandy, 2017). motivation is often used to predict behaviors. since it varies widely between individuals, motivation often has to be combined with abilities and environmental factors that affect employees’ behaviors and performance (lily et al., 2017). the research aims to determine direct and indirect effects on leadership, motivation, job satisfaction and employee performance so that the research can be more complex and systematic, and capable of providing scientific answers towards problems as well as accurate solutions for the good of the future. ii. methods the research applies a quantitative approach and a survey method with a causal model using path analysis techniques. the research aims to confirm the theoretical model with empirical data. it tries to test the hypothesis used where samples are taken from a population and questionnaires are the primary data collector. the population are 45 employees of hotel d'merlion batam. due to population limitations, all members of the population are sampled, thus the research uses a census sample. the research uses 27leadership and motivation to..... (yandra rivaldo) a questionnaire as a data collection tool and uses a likert scale 1-5. in quantitative research, there are two main factors that affect the quality of research data, namely: 1) the quality of research tools and 2) the quality of data collection. the quality of research tools is associated with the accuracy and reliability of materials, while the quality of data collection is the accuracy of the methods to collect data. the data are analyzed with parametric statistics using spss version 23. the data analysis is conducted after data has been collected, which includes grouping data by type of respondent, sorting data for all types of respondents, producing information for each variation, counting to answer the problem plan, and counting to test the hypothesis. factors that need to be considered are data analysis methods, statistical methods, tests, conceptual analysis standards, and speaking when using a computer program to process data. the data analysis method is carried out after the information is analyzed. data analysis aims to obtain a summary or interpretation of responses to the types studied based on the analysis of problematic information. iii. results and discussions the research instrument testing is carried out through reliability testing and validity testing with the help of spss 23.0 software. according to ghozali (2017), the research instrument is declared reliable if it has a cronbach alpha value of 0,60, while the validity of the instrument according to sugiyono (2017) is declared valid if the correlation coefficient of each instrument item is ≥ 0.30. all data meet the requirements for validity and reliability. descriptive analysis is a test based on information obtained from respondents and generated from structured data. table 1 explains that the leadership variable has a mean value of 36,4355 with a standard deviation of 4,17102. the mean value of the leadership variable has a value that is higher than the minimum value of 29,00. this shows that the leadership of hotel d'merlion batam employees needs to be evaluated from the aspect of directive leaders, supportive leaders and leaders who are oriented towards work performance. the motivation variable has a mean value of 41,2667 with a standard deviation of 3,79832. the mean value of the motivation variable has a value that is higher than the minimum value of 26,00. it shows that the motivation of hotel d'merlion batam employees should be improved in a sense of security, competitive salary, comfortable working environment, valued work performance, and fair management attitude. the job satisfaction variable has a mean value of 36,8000 with a standard deviation of 3,50065. the mean value of the job satisfaction variable has a value that is higher than the minimum value of 29,00. this shows that the job satisfaction of hotel d'merlion batam employees needs to be considered from the aspects of their main duties and functions, supervision, opportunities for advancement, colleagues and working conditions therein. the employee performance variable has a mean value of 40,7778 with a standard deviation of 4,14449. the mean value of the employee performance variable has a value that is higher than the minimum value of 22,00. it implies that the performance of hotel d'merlion batam employees should be addressed in terms of the number of jobs, quantity of work, timeliness, attendance and ability to work together. normality testing is conducted using the kolmogorov-smirnov test calculation. guidelines for decision making with the kolmogorov-smirnov test regarding data that are close to or normally distributed can be seen from the asymp. sig. (2-tailed), which is, if the asymp sig. (2-tailed) > 0,05, the data distribution is normal. meanwhile, if the asymp. sig. (2-tailed) < 0,05, data distribution is not normal. the results are presented in table 2. table 2 shows the asymp. sig. (2-tailed) in all research design groups is greater than the probability value (p) 0,05. it can be concluded that the sample data comes from populations that are normally distributed. table 1 descriptive analysis statistics x1 x2 z y n valid 45 45 45 45 missing 0 0 0 0 mean 36,4355 41,2667 36,8000 40,7778 median 36,0000 40,0000 36,0000 41,0000 std. deviation 4,17102 3,79832 3,50065 4,14449 minimum 29,00 26,00 29,00 22,00 maximum 44,00 47,00 44,00 48,00 28 the winners, vol. 22 no. 1 march 2021, 25-30 table 3 result of path coefficient analysis construct coefficient effect beta sig. direct indirect x1z 0,253 0,082 0,253 x2z 0,574 0,000 0,574 x1y 0,632 0,000 0,632 x2y 0,213 0,009 0,213 zy 0,200 0,008 0,200 x1zy 0,050 x2zy 0,114 figure 1 hypothesis results results in table 3 and figure 1 answer the research hypothesis. the significance value of leadership on job satisfaction is 0,082 > 0,05, thus direct leadership has no significant effect on job satisfaction. the significance value of motivation on job satisfaction is 0,000 < 0,05, so motivation has a significant direct effect on job satisfaction. the significance value of leadership on performance is 0,000 < 0,05, thus leadership has a significant direct effect on employee performance. the significance value of motivation on performance is 0,009 < 0,05, which means motivation has a significant direct effect on employee performance. the significance value of job satisfaction on performance is 0,008 < 0,05, showing that job satisfaction directly has a significant effect on employee performance. the indirect effect of leadership through job satisfaction on performance is the multiplication of the beta value of leadership on job satisfaction with the beta value of job satisfaction on performance, namely 0,253 x 0,200 = 0,050. the total effect given by leadership on performance coupled with the indirect effect is 0,253 + 0,050 = 0,682. based on the sum, the value of the indirect effect is smaller than the value of the direct effect, meaning that indirect leadership through job satisfaction does not have a significant effect on employee performance. the indirect effect of motivation through job satisfaction on performance is the multiplication of the beta value of motivation on job satisfaction with the beta value of job satisfaction on performance, which is 0,574 x 0,200 = 0,114. the total effect given by motivation to performance coupled with the indirect effect is 0,213 + 0,114 = 0,327. it shows that the value of the indirect effect is smaller than the value of the direct effect, meaning that indirect motivation through job satisfaction does not have a significant effect on employee performance. the output of determination (r2) the leadership and motivation variables on job satisfaction obtains a value of 0,607. this means that the contribution of the influence of leadership and motivation to job satisfaction is 60,7%, while the remaining 39,3% is influenced by variables not studied in the research. the value of e1 is obtained by the formula e1 = √ (1 r2), which means that e1 = √ (1 0,607) = 0,626. the output of determination (r2) the variable leadership, motivation and job satisfaction on employee performance obtains a value of 0,918. it shows that the contribution of the influence of leadership, motivation and job satisfaction on employee performance is 91,8%, while the remaining 8,2% is influenced by other variables. the value of e2 is obtained by the formula e2 = √ (1-r2), which results in e2 = √ (1 table 2 kolmogorov-smirnov test one-sample kolmogorov-smirnov test unstandardized residual n 45 normal parametersa,b mean 0e-7 std. deviation 1,31533513 absolute 0,131 most extreme differences positive 0,100 negative -0,131 kolmogorov-smirnov z 0,880 asymp. sig. (2-tailed) 0,421 a. test distribution is normal b. calculated from data 29leadership and motivation to..... (yandra rivaldo) 0,918) = 0,286. leaders can provide clarity to employees, input from subordinates can be absorbed and considered for making a decision. the enthusiasm or encouragement given by the leader can contribute to effective and productive performance. it is concluded that better leadership allows employees to develop and improve performance. employees feel a balance in doing work from what they are responsible for. employees have the same opportunity to make career leaps so that performance by itself will reach a good standard. with a good management, it certainly is an advantage for employees to be able to show good performance. it is believed that higher level of employee job satisfaction leads to a more productive performance. employees have some motivations at work, namely: 1) fairness in the distribution of salaries, 2) reward from the company for achieving good performance, and 3) certainty in security at work. all of this will certainly increase positive values in encouraging employees to be more active, practical, tactical, innovative, and creative. it can be concluded that higher motivation allows employees to show better performance. leaders could provide clarity to employees, where input from subordinates should be considered to make decisions. the enthusiasm or encouragement given by the leader can contribute to effective and productive performance. continuity of leadership in responding to the desires of subordinates is a continuous flow of motivation to employees, so these factors can create a stable performance at hotel d'merlion batam. employees should feel balanced in doing work according to their responsibilities. they have the same opportunity to take a career leap so that performance by itself will reach a good standard. leaders that regularly monitors employee movements would certainly provide an advantage for employees to show good performance. it is concluded that higher level of employee job satisfaction will encourage them to be more productive. iv. conclusions the research finally comes up with conclusions. leadership does not directly have a significant effect on job satisfaction. motivation has a direct effect on job satisfaction. leadership, motivation, and job satisfaction have a significant direct effect on employee performance. leadership and motivation through job satisfaction have no effect on employee performance. human resources must be managed properly, so the work produces output in accordance with workplans since human resources are the key to achieving the goals and success of the hotel. the development of hospitality is inseparable from performance as it is essential for every employee to achieve good performance, so main goals of the hotel can be achieved. this certainly cannot be separated from the leadership and motivation factors resulting in good job satisfaction. leaders must pay attention to aspects of leadership, motivation, and job satisfaction since they affect employees’ performance. it is essential for leaders must have intelligence and the ability to build relationships between employees. this will create credible employee attitudes in handling assigned tasks and responsibilities, create positive behavior such as ethics, good morals so that remarkable performance can be achieved. the organizational performance model will involve aspects of leadership, motivation, in developing oriented concepts and incentives that have a direct effect on employee performance. better leadership and employees’ motivation may result in higher level of perceived satisfaction, which encourages a more consistent direction of employees’ performance. the research has limitations since it only examines hotel d'merlion batam, whereas there are many other hotels in batam. furthermore, the research has limited variables, while there are many other variables that can be examined further. it is suggested that future research expand the scope so that employee performance can be measured with more variables that has not discussed. future researchers may provide alternative solutions that are relevant and complex with scientific standards. references barnett, d. 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(2019). pengaruh motivasi dan kepuasan kerja terhadap kinerja karyawan (studi pada bank kalsel syariah kandangan). jwm (jurnal wawasan manajemen), 6(2), 197-208. https://doi.org/10.20527/jwm. v6i2.153. microsoft word 01_linda santioso_untar-ok.doc faktor-faktor yang mempengaruhi … (linda santioso; yenny) 81 faktor-faktor yang mempengaruhi kelengkapan pengungkapan wajib dalam laporan keuangan pada perusahaan manufaktur yang terdaftar di bei linda santioso; yenny accounting department, economic faculty, tarumanagara university jl. tanjung duren utara no. 1, campus ii jakarta 11470-indonesia linda_s@fe.tarumanagara.ac.id; linda.santioso@gmail.com abstract the purpose of this research was to determine the influence of leverage ratio, liquidity ratio, profitability ratio, the portion of stocks owned by public, firm size, and company ages on mandatory disclosure comprehensiveness of financial statement. the sample consisted of 80 manufacturing companies listed at indonesia stock exchange from 2008-2010 selected using purposive sampling method. descriptive statistics and the multiple regression method were used to analyze the hypotheses. the results of this research showed that only firm size that influence the mandatory disclosure positively and liquidity ratio that influence the mandatory disclosure negatively. this research also showed that there was no autocorrelation, multicollinearity, and heteroscedasticity. keywords: mandatory disclosure comprehensiveness, leverage ratio, liquidity ratio, profitability ratio, the portion of stocks owned by public, firm size, and company ages abstrak penelitian ini bertujuan untuk mengetahui pengaruh rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham yang dimiliki oleh publik, ukuran perusahaan, dan umur perusahaan terhadap kelengkapan pengungkapan wajib dari laporan keuangan. sampel terdiri dari 80 perusahaan manufaktur yang terdaftar di bursa efek indonesia dari tahun 2008-2010 yang dipilih menggunakan metode purposive sampling. statistik deskriptif dan metode regresi berganda digunakan untuk menganalisis hipotesis. hasil penelitian ini menunjukkan bahwa hanya ukuran perusahaan yang mempengaruhi pengungkapan wajib secara positif dan rasio likuiditas yang mempengaruhi pengungkapan wajib negatif. penelitian ini juga menunjukkan bahwa tidak ada autokorelasi, multikolinearitas, dan heteroskedastisitas. kata kunci: kelengkapan pengungkapan wajib, rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham yang dimiliki oleh publik, ukuran perusahaan, dan perusahaan usia 82 journal the winners, vol. 13 no. 2, september 2012: 81-92 pendahuluan berubahnya kondisi lingkungan ekonomi banyak berpengaruh pada dunia usaha. untuk dapat lebih bersaing, perusahaan dihadapkan pada kondisi untuk dapat lebih transparan dalam mengungkapkan informasi perusahaannya, sehingga akan lebih membantu para pengambil keputusan dalam mengantisipasi kondisi yang semakin berubah. semakin besar suatu usaha bisnis, semakin dirasakan perlunya informasi akuntansi, baik untuk pertanggungjawaban maupun untuk dasar pengambilan keputusan ekonomi. laporan keuangan pada hakekatnya merupakan hasil dari proses akuntansi yang disusun menurut prinsip-prinsip akuntansi berterima umum yang digunakan untuk menginformasikan data keuangan kepada pihak yang berkepentingan. simanjuntak dan widiastuti (2004) menyatakan bahwa laporan keuangan merupakan hasil akhir dari proses akuntansi, yaitu proses pengkomunikasian laporan. perilaku dan kualitas keputusan investor dipengaruhi oleh kualitas informasi yang diungkapkan dalam laporan keuangan. semakin banyak informasi yang diungkapkan maka laporan keuangan akan semakin informatif dan bermanfaat. berdasarkan standar akuntansi keuangan no. 1 (revisi 2009), tujuan laporan keuangan adalah memberikan informasi mengenai posisi keuangan, kinerja keuangan, dan arus kas entitas yang bermanfaat bagi sebagian besar kalangan pengguna laporan dalam pembuatan keputusan ekonomi. laporan keuangan yang lengkap berdasarkan peraturan ifrs (international financial reporting standards) yang akan mulai berlaku pada tahun 2012 mencakup antara lain: (a) laporan posisi keuangan, yaitu laporan keuangan yang berisi semua pos aktiva, kewajiban, dan ekuitas.; (b) laporan laba rugi komprehensif, yaitu laporan keuangan yang berisi semua pos pendapatan dan beban; (c) laporan perubahan ekuitas, yaitu laporan keuangan yang berisi rekonsiliasi perubahan ekuitas untuk periode berjalan; (d) laporan arus kas, yaitu laporan keuangan yang menunjukkan semua arus kas masuk dan arus kas keluar dari kegiatan operasional, pendanaan, dan investasi; (e) catatan laporan keuangan, yaitu laporan keuangan yang berisi ikhtisar kebijakan akuntansi dan informasi penjelasan (bragg, 2011). menurut ikatan akuntan indonesia (iai) dalam standar akuntansi keuangan per 1 juli 2009, karakteristik kualitatif laporan keuangan adalah dapat dipahami, relevan, materialitas, keandalan, penyajian jujur, substansi mengungguli bentuk, netralitas, pertimbangan sehat, kelengkapan, dan dapat dibandingkan. laporan keuangan mempunyai arti yang sangat penting bagi pihak yang membutuhkan antara lain adalah investor, karyawan, pemberi pinjaman, pemasok dan kreditor usaha lainnya, pelanggan, pemerintah, dan masyarakat. bagi pihak-pihak luar manajemen suatu perusahaan, laporan keuangan merupakan jendela informasi yang memungkinkan mereka untuk mengetahui kondisi suatu perusahaan pada suatu masa pelaporan. informasi yang didapat dari suatu laporan keuangan perusahaan tergantung pada tingkat pengungkapan (disclosure) dari laporan keuangan yang bersangkutan. disclosure apabila dikaitkan dengan laporan keuangan berarti memberikan data yang bermanfaat kepada pihak yang memerlukan. laporan keuangan harus memberikan informasi dan penjelasan yang cukup mengenai hasil aktivitas suatu unit usaha. terdapat dua jenis pengungkapan dalam hubungannya dengan persyaratan yang ditetapkan standar, yaitu (1) pengungkapan wajib (mandatory disclosure), yaitu pengungkapan minimum yang disyaratkan oleh standar akuntansi yang berlaku, (2) pengungkapan sukarela (voluntary disclosure), yaitu pengungkapan butir-butir yang dilakukan sukarela oleh perusahaan tanpa diharuskan oleh faktor-faktor yang mempengaruhi … (linda santioso; yenny) 83 peraturan yang berlaku. salah satu cara meningkatkan kredibilitas perusahaan adalah melalui pengungkapan sukarela secara lebih luas dan membantu investor dalam memahami strategi bisnis manajemen. faktor-faktor yang mempengaruhi kelengkapan pengungkapan wajib dalam laporan keuangan antara lain: (1) rasio leverage; (2) rasio likuiditas; (3) rasio profitabilitas; (4) porsi saham publik; (5) ukuran perusahaan; (6) umur perusahaan. rasio leverage menggambarkan kemampuan perusahaan dalam membayar semua kewajiban jangka panjang maupun kewajiban jangka pendek atau kenaikan apabila terus dilikuidasi. perusahaan yang memiliki rasio leverage yang tinggi akan memiliki resiko yang tinggi. perusahaan yang memiliki resiko yang tinggi mempunyai tingkat pengembalian yang tinggi tetapi banyak investor yang tidak mau menanggung resiko terlalu besar. semakin tinggi rasio leverage berarti kreditor membiayai sebagian besar pembiayaan perusahaan. bila hal ini terjadi, kreditur enggan meminjamkan dananya kepada perusahaan (weston dan copeland, 1986 dalam dewi agustina, 2006). rasio likuiditas – dari sudut pandang pemberi pinjaman, rasio lancar yang lebih tinggi tampaknya memberikan perlindungan terhadap kemungkinan drastis bila terjadi kegagalan perusahaan. kelebihan aktiva lancar yang besar atas kewajiban lancar tampaknya membantu melindungi klaim, karena persediaan dapat dicairkan dengan pelelangan atau karena tidak terdapat banyak masalah dalam penagihan piutang usaha. dilihat dari sudut lain, suatu rasio lancar yang tinggi menunjukkan praktek-praktek manajemen yang kurang baik. hal itu menunjukkan adanya saldo kas yang menganggur, tingkat persediaan yang berlebihan dibandingkan dengan kebutuhan yang ada, serta kebijakan kredit yang keliru yang mengakibatkan piutang usaha menjadi berlebihan. rasio profitabilitas – profitabilitas merupakan kemampuan perusahaan untuk memperoleh laba melalui semua kemampuan dan sumber daya yang ada seperti kegiatan penjualan, kas, modal, dan sebagainya. profitabilitas pada penelitian ini dihitung dengan menggunakan return on assets. porsi saham publik – ainun dan fuad (2000) dalam binsar h. simanjuntak dan lusy widiastuti (2004) mengemukakan bahwa adanya perbedaan dalam proporsi saham yang dimiliki oleh investor luar dapat mempengaruhi kelengkapan pengungkapan oleh perusahaan. hal ini karena semakin banyak pihak yang membutuhkan informasi tentang perusahaan, semakin banyak pula detaildetail butir yang dituntut untuk dibuka dan dengan demikian pengungkapan perusahaan semakin luas. di lain pihak, ada dorongan bagi manajemen untuk selektif dalam melakukan pengungkapan informasi karena mengungkapkan informasi mengandung biaya. ukuran perusahaan menunjukkan besar kecilnya perusahaan dan struktur kepemilikan yang lebih luas. ada tiga alternatif proksi yang dapat digunakan untuk menentukan besarnya ukuran perusahaan, yaitu melalui ukuran aktiva, hasil penjualan bersih, dan kapitalisasi pasar (market capitalized). dalam penelitian ini alternatif yang digunakan adalah ukuran aktiva atau total asset. perusahaan besar pada umumnya memiliki dasar kepemilikan yang lebih luas dan memiliki lebih banyak pemegang saham, sehingga pengungkapan yang lebih luas perlu dilakukan sebagai tuntutan dari pemegang saham dan analisis. umur perusahaan menunjukkan seberapa lama perusahaan mampu bertahan. perusahaan yang berumur lebih tua memiliki pengalaman yang lebih banyak dalam mempublikasikan laporan keuangan. perusahaan yang memiliki pengalaman lebih banyak akan lebih mengetahui kebutuhan pemakai akan informasi tentang perusahaan. binsar h. simanjuntak dan lusy widiastuti (2004) meneliti faktor-faktor apa saja yang mempengaruhi kelengkapan pengungkapan laporan keuangan dengan sampel sebanyak 34 perusahaan manufaktur pada tahun 2002. hasilnya adalah secara bersama-sama variabel leverage, likuiditas, 84 journal the winners, vol. 13 no. 2, september 2012: 81-92 profitabilitas, porsi kepemilikan saham oleh publik dan umur perusahaan mempengaruhi kelengkapan pengungkapan laporan keuangan, sedangkan secara parsial hanya variabel leverage, variabel profitabilitas, dan porsi kepemilikan saham oleh investor luar (publik) secara signifikan positif mempengaruhi kelengkapan pengungkapan. johan dan widyawati lekok (2006) dalam penelitiannya menemukan bahwa likuiditas, ukuran perusahaan, jenis kap berpengaruh signifikan terhadap kelengkapan pengungkapan wajib. abubakar arif (2006) menguji pengaruh rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, dan umur perusahaan terhadap kelengkapan pengungkapan laporan keuangan dengan jumlah sampel sebanyak 50 perusahaan manufaktur yang terdaftar di bej. hasil pengujiannya menunjukkan bahwa secara bersama-sama variabel leverage, likuiditas, profitabilitas, porsi kepemilikan saham publik dan umur perusahaan mempunyai pengaruh terhadap kelengkapan pengungkapan laporan keuangan, sedangkan secara parsial hanya umur perusahaan yang secara signifikan mempengaruhi kelengkapan pengungkapan laporan keuangan. dewi agustina (2006) melakukan penelitian untuk mengetahui faktor apa saja yang mempengaruhi kelengkapan pengungkapan laporan keuangan perusahaan jasa transportasi, perdagangan dan manufaktur yang tercatat di bursa efek jakarta. jumlah sampel yang digunakan sebanyak 11 perusahaan transportasi, 36 perusahaan perdagangan, dan 69 perusahaan manufaktur dengan periode penelitian laporan keuangan tahun 2004-2005. penelitian yang telah dilakukan dewi agustina (2006) memberikan hasil bahwa leverage dan persentase kepemilikan publik berpengaruh secara signifikan terhadap kelengkapan pengungkapan laporan keuangan. ita nur rahmawati, siti mutmainah, haryanto (2007) dalam penelitiannya terhadap 71 laporan keuangan perusahaan manufaktur yang terdaftar di bej tahun 2003-2004 menguji faktor-faktor yang mempengaruhi kelengkapan pengungkapan wajib dalam laporan tahunan perusahaan. faktor-faktor yang diteliti adalah ukuran perusahaan, likuiditas, leverage dan profitabilitas. hasil penelitian menunjukkan bahwa ukuran perusahaan, likuiditas, leverage, dan profitabilitas secara bersama-sama tidak mempengaruhi luas mandatory disclosure, sedangkan secara parsial hanya variabel ukuran perusahaan dan likuiditas yang secara signifikan mempengaruhi luas mandatory disclosure. luciana spica almilia dan ikka retrinasari (2007) melakukan penelitian terhadap 50 perusahaan yang terdaftar di bej periode 2001-2004. variabel-variabel yang digunakan adalah rasio likuiditas, rasio leverage, net profit margin, ukuran perusahaan, dan status perusahaan. hasil penelitiannya menyebutkan bahwa variabel rasio likuiditas, rasio leverage, ukuran perusahaan, dan status perusahaan berpengaruh secara signifikan terhadap kelengkapan pengungkapan wajib. penelitian yang dilakukan oleh adelina sihite (2010) bertujuan untuk mengetahui pengaruh karakteristik perusahaan terhadap tingkat pengungkapan wajib laporan tahunan pada perusahaan indeks lq45. hasil yang diperoleh dari penelitian yang telah dilakukan adelina sihite (2010) adalah secara bersama-sama likuiditas, profitabilitas, leverage, size, dan status tidak mempunyai pengaruh signifikan terhadap tingkat pengungkapan wajib laporan tahunan, sedangkan secara parsial hanya size perusahaan yang secara signifikan mempengaruhi luas mandatory disclosure. masalah yang dibahas dalam penelitian ini adalah apakah rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan berpengaruh secara signifikan pada kelengkapan pengungkapan wajib dalam laporan keuangan. berdasarkan uraian di atas, dapat dirumuskan hipotesis sebagai berikut: ha1: rasio leverage berpengaruh terhadap pengungkapan wajib yang dilakukan perusahaan. ha2: rasio likuiditas berpengaruh terhadap pengungkapan wajib yang dilakukan perusahaan. ha3: rasio profitabilitas berpengaruh terhadap pengungkapan wajib yang dilakukan perusahaan. ha4: porsi saham publik berpengaruh terhadap pengungkapan wajib yang dilakukan perusahaan. ha5: ukuran perusahaan berpengaruh terhadap pengungkapan wajib yang dilakukan perusahaan. ha6: umur perusahaan berpengaruh terhadap pengungkapan wajib yang dilakukan perusahaan. faktor-faktor yang mempengaruhi … (linda santioso; yenny) 85 sesuai dengan perumusan masalah tersebut, tujuan dilakukannya penelitian ini adalah untuk membuktikan secara empiris apakah rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan mempengaruhi kelengkapan pengungkapan wajib dalam laporan keuangan. metode populasi dan sampel penelitian penelitian akan dilakukan terhadap perusahaan-perusahaan yang terdaftar di bursa efek indonesia pada tahun 2008 sampai dengan tahun 2010. penarikan sampel dalam penelitian ini adalah secara purposive sampling dengan kriteria-kriteria pemilihan sampel antara lain: (1) perusahaan yang digunakan dalam penelitian ini adalah perusahaan yang masuk kategori industri manufaktur; (2) perusahaan menerbitkan laporan keuangan dari tahun 2008 sampai dengan 2010; (3) perusahaan sampel tidak pernah di-delisting selama periode pengamatan; (4) perusahaan memiliki data yang diperlukan untuk tujuan penelitian ini, khususnya mengenai leverage, likuiditas, profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan; (5) perusahaan yang mempunyai laba positif selama periode pengamatan; (6) perusahaan menyajikan laporan keuangan dalam mata uang rupiah (rp). dari kriteria tersebut diperoleh sampel sebanyak 80 perusahaan manufaktur yang terdaftar di bursa efek indonesia periode 2008-2010 dari total 151 perusahaan manufaktur yang terdaftar di bursa efek indonesia. jenis dan sumber data data yang digunakan dalam penelitian ini adalah data sekunder, yaitu daftar perusahaan manufaktur yang terdaftar di bei pada tahun 2008-2010, data laporan keuangan 2008-2010, dan tahun first issue di bei. sumber data dalam penelitian ini adalah berupa publikasi laporan keuangan masingmasing perusahaan yang terdaftar di bei periode 2008-2010 yang dapat diperoleh dari pusat informasi pasar modal (pipm) dan www.idx.co.id. operasionalisasi variabel variabel dependen dalam penelitian ini adalah kelengkapan pengungkapan wajib, dan variabel independennya adalah rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan. model regresi linier yang digunakan sebagai berikut: y = + 1 x1 + 2x2 + 3x3 + 4x4 + 5x5 + 6x6 + e keterangan: y = kelengkapan pengungkapan wajib = konstanta ( tetap ) 1, 2, 3, 4, 5, 6 = koefien regresi x1 = rasio leverage x2 = rasio likuiditas x3 = rasio profitabilitas x4 = porsi saham publik x5 = ukuran perusahaan x6 = umur perusahaan e = kesalahan baku/error 86 journal the winners, vol. 13 no. 2, september 2012: 81-92 definisi operasional masing-masing variabel adalah sebagai berikut: (1) kelengkapan pengungkapan wajib adalah seberapa banyak item yang diungkap perusahaan sesuai ketentuan lampiran surat edaran bapepam no. 02/pm/2002. tolak ukur yang digunakan dalam pemberian skor pada setiap item yaitu nol apabila tidak diungkapkan dan satu apabila diungkapkan; (2) rasio leverage diukur dengan debt to equity ratio yang diperoleh dengan membagi total kewajiban dengan ekuitas pemegang saham; (3) rasio likuiditas diukur dengan rasio lancar, yaitu melalui perbandingan antara aktiva lancar dengan hutang lancer; (4) rasio profitabilitas diukur dengan return on total asset, yaitu membagikan earning after tax dengan total aktiva; (5) porsi saham public diukur dengan membagi antara jumlah saham yang dimiliki masyarakat (publik) dengan total saham; (6) ukuran perusahaan diukur dengan log dari total aktiva; (7) umur perusahaan diukur dengan tahun penelitian dikurangkan dengan tahun first issue di bei. hasil dan pembahasan pengujian statistik deskriptif tabel 1 di bawah ini menampilkan hasil pengujian statistik deskriptif yang telah dilakukan. tabel 1 hasil pengujian statistik deskriptif descriptive statistics n minimum maximum mean std. deviation leverage 240 ,080 17,776 1,35078 1,908123 likuiditas 240 ,659 10,684 2,29193 1,796555 profitabilitas 240 ,001 1,478 ,10175 ,123475 porsi saham publik 240 ,143 1,000 ,52514 ,227074 ukuran perusahaan 240 10,844 14,053 12,08275 ,622964 umur perusahaan 240 0 29 15,80 4,948 kelengkapan pengungkapan wajib 240 ,515 ,794 ,63192 ,062441 valid n (listwise) 240 sumber data: output spss 19.00 pengujian asumsi klasik sebelum melakukan pengujian dengan model persamaan regresi linier berganda, perlu dilakukan pengujian asumsi klasik terlebih dahulu untuk menghasilkan suatu model yang baik. pengujian asumsi klasik yang akan digunakan terdiri dari uji normalitas, uji autokorelasi, uji multikolinearitas, uji heteroskedastisitas. uji normalitas uji normalitas bertujuan untuk mengetahui apakah dalam suatu model regresi, variabel terikat (dependen) dan variabel bebas (independen) atau keduanya terdistribusi secara normal atau tidak. faktor-faktor yang mempengaruhi … (linda santioso; yenny) 87 pengujian normalitas yang dilakukan untuk penelitian ini adalah dengan menggunakan metode kolmogorov smirnov. deteksi terhadap uji kolmogorov smirnov ini dilakukan dengan melihat indikator asymp. sig nya, di mana angka tersebut harus lebih besar daripada 0,05. jika lebih besar dari 0,05 dapat dinyatakan bahwa data tersebut terdistribusi secara normal. hasil pengujian ditampilkan pada tabel 2. tabel 2 hasil pengujian normalitas one-sample kolmogorov-smirnov test unstandardized residual n 240 normal parametersa,b mean ,0000000 std. deviation ,04762065 most extreme differences absolute ,081 positive ,081 negative -,046 kolmogorov-smirnov z 1,250 asymp. sig. (2-tailed) ,088 a. test distribution is normal. b. calculated from data. sumber data: output spss 19.00 berdasarkan tabel 2 di atas, nilai asymp sig adalah sebesar 0,088. angka ini lebih besar daripada 0,05 sehingga dapat dikatakan data ini terdistribusi secara normal. uji autokorelasi hasil uji autokorelasi ditampilkan pada tabel 3 di bawah ini. tabel 3 hasil pengujian autokorelasi model summaryb model r r square adjusted r square std. error of the estimate durbin-watson 1 ,647a ,418 ,403 ,048230 2,137 a. predictors: (constant), umur perusahaan, leverage, ukuran perusahaan, profitabilitas, porsi saham publik, likuiditas b. dependent variable: kelengkapan pengungkapan wajib sumber data: output spss 19.00 berdasarkan tabel 3 di atas, uji autokorelasi dengan durbin-watson menunjukkan nilai sebesar 2,137. nilai ini kemudian dibandingkan dengan nilai dl dan du dari tabel durbin-watson. nilai dl diperoleh sebesar 1,73752 dan nilai du sebesar 1,83992. nilai d yang diperoleh dari perhitungan adalah sebesar 2,137. nilai ini lebih besar dari nilai du (1,83992) dan lebih kecil dari nilai 4-du (2,16008). jadi nilai d terletak di antara nilai du dan 4-du. maka, dapat ditarik kesimpulan dalam model regresi tidak terdapat gejala autokorelasi. 88 journal the winners, vol. 13 no. 2, september 2012: 81-92 uji multikolinearitas deteksi terhadap adanya multikolinearitas dilakukan dengan melihat nilai tolerance dan vif. apabila tolerance > 0.10 atau vif <10, tidak terjadi multikolinearitas. hasil uji ditampilkan pada tabel 4. tabel 4 hasil pengujian multikolinearitas model collinearity statistics tolerance vif 1 (constant) leverage ,872 1,147 likuiditas ,820 1,220 profitabilitas ,884 1,132 porsi saham publik ,875 1,143 ukuran perusahaan ,906 1,104 umur perusahaan ,904 1,106 a. dependent variable: kelengkapan pengungkapan wajib dari hasil pengujian dapat terlihat bahwa semua variabel mempunyai nilai tolerance > 0.10 atau vif < 10. dapat disimpulkan bahwa diantara variabel independen tidak terdapat masalah multikolinearitas dan dapat digunakan dalam model regresi. uji heteroskedastisitas pengujian heteroskedastisitas yang dilakukan dalam penelitian ini adalah menggunakan glejser test. hasilnya ditampilkan pada tabel 5. tabel 5 hasil pengujian heteroskedastisitas model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) ,011 ,034 ,319 ,750 leverage 5,220e-5 ,001 ,004 ,055 ,956 likuiditas ,000 ,001 -,014 -,200 ,842 profitabilitas ,025 ,015 ,116 1,692 ,092 porsi saham publik ,015 ,008 ,128 1,868 ,063 ukuran perusahaan ,001 ,003 ,035 ,522 ,602 umur perusahaan 4,801e-5 ,000 ,009 ,134 ,894 dependent variable: abresid dari tabel di atas, terlihat bahwa signifikan untuk variabel leverage adalah 0,956, variabel likuiditas adalah 0,842, variabel profitabilitas adalah 0,092, variabel porsi saham publik adalah 0,063, variabel ukuran perusahaan adalah 0,602, dan variabel umur perusahaan adalah 0,894. hal ini menunjukkan bahwa semua angka signifikan adalah lebih besar (>) daripada 0,05 sehingga model regresi linier berganda dalam penelitian ini tidak terdapat heteroskedastisitas atau ketidaksamaan varian dan layak digunakan dalam penelitian. faktor-faktor yang mempengaruhi … (linda santioso; yenny) 89 pengujian hipotesis pengujian hipotesis ini dilakukan untuk mengetahui pengaruh rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan terhadap kelengkapan pengungkapan wajib yang dilakukan perusahaan dengan model regresi berganda, dengan tingkat keyakinan sebesar 95% atau tingkat signifikansi sebesar 5% (tabel 6). tabel 6 hasil pengujian analisis regresi berganda model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) -,061 ,063 -,955 ,341 leverage ,003 ,002 ,079 1,471 ,143 likuiditas -,005 ,002 -,131 -2,378 ,018 profitabilitas -,011 ,027 -,021 -,400 ,689 porsi saham publik -,022 ,015 -,080 -1,497 ,136 ukuran perusahaan ,060 ,005 ,594 11,309 ,000 umur perusahaan ,000 ,001 -,034 -,650 ,516 depea. dependent variabel: kelengkapan pengungkapan wajib interpretasi model regresi berdasarkan nilai β constant, model regresi linier berganda yang terbentuk adalah: y = -0,061+0,003x1-0,005x2-0,011x3-0,022x4+0,060 x5+0,0001 x6 dari persamaan regresi di atas dapat dijelaskan bahwa konstanta ( )-0,061. hal ini berarti, apabila variabel leverage, likuiditas, profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan sama dengan nol atau diabaikan, besarnya kelengkapan pengungkapan wajib akan menurun, yaitu sebesar 0,061. koefisien regresi leverage menunjukkan nilai sebesar 0,003. ini berarti akan terjadi korelasi positif antara leverage dan kelengkapan pengungkapan wajib. bila leverage meningkat sebesar 1 satuan, pengungkapan wajib akan meningkat sebesar 0,003. koefisien regresi likuiditas menunjukkan nilai sebesar -0,005. ini berarti akan terjadi korelasi negatif antara likuiditas dan kelengkapan pengungkapan wajib. bila likuiditas meningkat sebesar 1 satuan, pengungkapan wajib akan menurun sebesar 0,005. koefisien regresi profitabilitas menunjukkan nilai sebesar -0,011. ini berarti akan terjadi korelasi negatif antara profitabilitas dan kelengkapan pengungkapan wajib. bila profitabilitas meningkat sebesar 1 satuan, pengungkapan wajib akan menurun sebesar 0,011. koefisien regresi porsi saham publik menunjukkan nilai sebesar -0,022. ini berarti akan terjadi korelasi negatif antara porsi saham publik dan kelengkapan pengungkapan wajib. bila porsi saham publik meningkat 1 satuan, pengungkapan wajib akan menurun sebesar 0,022. 90 journal the winners, vol. 13 no. 2, september 2012: 81-92 koefisien regresi ukuran perusahaan menunjukkan nilai sebesar 0,060. ini berarti akan terjadi korelasi positif antara ukuran perusahaan dan kelengkapan pengungkapan wajib. bila ukuran perusahaan meningkat 1 satuan, pengungkapan wajib akan meningkat sebesar 0,060. koefisien regresi umur perusahaan menunjukkan nilai sebesar 0,0001. ini berarti akan terjadi korelasi positif antara umur perusahaan dan kelengkapan pengungkapan wajib. bila umur perusahaan meningkat 1 satuan, pengungkapan wajib akan meningkat sebesar 0,0001. pengujian hipotesis untuk menentukan tingkat signifikansi masing-masing variabel independen terhadap variabel dependen dilakukan dengan melihat nilai signifikansi. apabila nilai signifikansi menunjukkan angka yang lebih kecil daripada 0.05, hipotesis diterima. ini berarti variabel independen berpengaruh terhadap kelengkapan pengungkapan wajib. pengujian yang dilakukan pada variabel rasio leverage memberikan hasil bahwa rasio leverage tidak mempengaruhi kelengkapan pengungkapan wajib. dengan kata lain hipotesis pertama (ha1) ditolak. hal ini ditunjukkan oleh nilai signifikansi sebesar 0,143 > 0,05. hasil pengujian rasio leverage ini sesuai dengan penelitian yang dilakukan oleh johan dan lekok (2006), rahmawati, et al. (2007), dan sihite (2010) yang menyatakan bahwa leverage tidak mempengaruhi luas mandatory disclosure. namun, penelitian yang dilakukan oleh almilia dan retrinasari (2007) memberikan hasil bahwa rasio leverage mempengaruhi kelengkapan pengungkapan wajib. hasil pengujian likuiditas sesuai dengan hasil penelitian yang dilakukan oleh rahmawati, et al. (2007), serta almilia dan retrinasari (2007) yang menyatakan likuiditas berpengaruh negatif terhadap luas mandatory disclosure. dengan kata lain, hipotesis kedua (ha2) diterima. hal ini ditunjukkan oleh nilai signifikansi sebesar 0,018 < 0,05 dengan arah negatif. likuiditas berpengaruh negatif terhadap kelengkapan pengungkapan wajib. ini berarti makin rendah tingkat likuiditas perusahaan, semakin luas pengungkapan wajib yang dilakukan oleh perusahaan. ketika likuiditas dipandang sebagai ukuran kinerja, perusahaan yang mempunyai likuiditas rendah perlu memberikan informasi yang lebih rinci untuk menjelaskan lemahnya kinerja dibanding perusahaan yang mempunyai rasio likuiditas yang tinggi. tetapi penelitian yang dilakukan oleh sihite (2010) memberikan hasil bahwa tidak terdapat pengaruh rasio likuiditas terhadap luas mandatory disclosure. hasil pengujian terhadap variabel rasio profitabilitas memberikan hasil bahwa rasio profitabilitas tidak mempengaruhi kelengkapan pengungkapan wajib. dengan kata lain hipotesis ketiga (ha3) ditolak, di mana hal ini ditunjukkan oleh nilai signifikansi sebesar 0,689 > 0,05. hasil pengujian ini sesuai dengan penelitian yang dilakukan oleh johan dan lekok (2006), rahmawati, et al. (2007), dan sihite (2010). selanjutnya, pengujian terhadap variabel porsi saham publik memberikan hasil bahwa porsi saham publik tidak mempengaruhi kelengkapan pengungkapan wajib. dengan kata lain hipotesis keempat (ha4) ditolak. hal ini ditunjukkan oleh nilai signifikansi sebesar 0,136 > 0,05. hasil penelitian ini konsisten dengan penelitian yang telah dilakukan oleh johan dan lekok (2006). hasil pengujian terhadap ukuran perusahaan sesuai dengan hasil penelitian yang dilakukan oleh johan dan lekok (2006), rahmawati, et al. (2007), almilia dan retrinasari (2007), dan sihite (2010) yang menyatakan ukuran perusahaan berpengaruh positif terhadap luas mandatory disclosure. dengan kata lain hipotesis kelima (ha5) diterima. hal ini ditunjukkan oleh nilai signifikansi sebesar 0,0001 < 0,05 dengan arah positif. ukuran perusahaan berpengaruh positif terhadap kelengkapan pengungkapan wajib. makin besar ukuran suatu perusahaan, semakin luas pengungkapan wajib yang dilakukan oleh perusahaan. perusahaan yang berukuran lebih besar cenderung memiliki permintaan publik akan informasi yang lebih tinggi dibandingkan dengan perusahaan yang berukuran lebih kecil. faktor-faktor yang mempengaruhi … (linda santioso; yenny) 91 selanjutnya, hasil pengujian terhadap umur perusahaan sesuai dengan hasil penelitian yang dilakukan oleh johan dan lekok (2006) yang menyatakan bahwa umur perusahaan tidak berpengaruh terhadap indeks kelengkapan pengungkapan wajib atau dengan kata lain hipotesis keenam (ha6) ditolak. hal ini ditunjukkan oleh nilai signifikansi sebesar 0,516 > 0,05. uji multiple determination uji r2 dilakukan untuk mengkaji seberapa besar variabel bebas dapat menjelaskan perubahan pada variabel terikat. nilai koefisien regresi berganda berada antara 0 sampai 1. semakin besar nilai r2 (mendekati 1) menunjukkan semakin besar kemampuan variabel bebas menjelaskan perubahan pada variabel terikat. tabel 3 menunjukkan bahwa perolehan nilai r adalah sebesar 0,647. hal ini menandakan bahwa hubungan antara rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan terhadap variabel dependen yaitu indeks kelengkapan pengungkapan wajib perusahaan cukup kuat. untuk nilai adjusted r2 adalah sebesar 0,403, hal itu menunjukkan besarnya variasi variabel dependen (pengungkapan wajib) yang dapat dijelaskan oleh variabel independen (rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan) adalah sebesar 40,3% dan sisanya sebesar 59,7% dijelaskan oleh faktor lain di luar model regresi. simpulan berdasarkan hasil penelitian yang dilakukan, dapat disimpulkan bahwa variabel yang mempengaruhi kelengkapan pengungkapan wajib adalah rasio likuiditas dan ukuran perusahaan. sedangkan variabel rasio leverage, rasio profitabilitas, porsi saham publik dan umur perusahaan tidak mempengaruhi kelengkapan pengunkapan wajib. penelitian ini memiliki beberapa keterbatasan yaitu antara lain: (1) keterbatasan dalam mengambil variabel bebas yang digunakan dalam penelitian, yaitu hanya terbatas pada rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, ukuran perusahaan, dan umur perusahaan, di mana sebenarnya masih terdapat faktor atau variabel lainnya yang dapat mempengaruhi kelengkapan pengungkapan wajib; (2) periode pengamatan yang diteliti hanya tiga tahun dimulai dari tahun 2008 sampai dengan 2010; (3) sampel perusahaan yang diambil hanya perusahaan manufaktur; (4) jumlah perusahaan yang digunakan dalam penelitian ini hanya sebanyak 80 perusahaan atau 240 sampel selama tiga tahun; (5) terdapat unsur subyektifitas dalam menentukan indeks kelengkapan pengungkapan wajib perusahaan. saran yang dapat diberikan untuk penelitian selanjutnya antara lain: (1) penelitian selanjutnya dapat memasukkan tambahan variabel independen lain seperti firm status, jenis kap dan sebagainya yang mungkin mempengaruhi kelengkapan pengungkapan wajib sehingga hasil penelitian akan lebih akurat; (2) untuk penelitian selanjutnya sebaiknya menggunakan rentang waktu penelitian yang lebih panjang; (3) sampel perusahaan yang diambil sebaiknya tidak hanya perusahaan manufaktur; (4) jumlah sampel yang diambil sebaiknya lebih banyak agar penelitian dapat lebih digeneralisasi. daftar pustaka agustina, dewi. (2006). analisa beberapa faktor yang mempengaruhi kelengkapan pengungkapan laporan keuangan perusahaan jasa transportasi, perdagangan dan manufaktur yang tercatat di bursa efek jakarta. jurnal bisnis dan akuntansi, 8 (2), 219 – 246. 92 journal the winners, vol. 13 no. 2, september 2012: 81-92 almilia, luciana spica dan retrinasari, ikka. (2007). analisa pengaruh karakteristik perusahaan dalam laporan tahunan perusahaan manufaktur yang terdaftar di bej. proceeding seminar nasional inovasi dalam menghadapi perubahan lingkungan bisnis. jakarta. arif, abubakar. (2006). analisis pengaruh rasio leverage, rasio likuiditas, rasio profitabilitas, porsi saham publik, dan umur perusahaan terhadap kelengkapan pengungkapan laporan keuangan pada perusahaan manufaktur yang terdaftar di bej. jurnal informasi, perpajakan, akuntansi dan keuangan publik, 1 (2), 119 – 133. badan pengawas pasar modal (bapepam). (2002). pedoman penyajian dan pengungkapan laporan keuangan emiten atau perusahaan publik. jakarta: bapepam. bragg, steven m. (2011). panduan ifrs. jakarta: penerbit indeks. ikatan akuntan indonesia. (2009). standar akuntansi keuangan. jakarta: salemba empat. johan dan lekok, widyawati. (2006). analisis faktor-faktor yang mempengaruhi tingkat kelengkapan pengungkapan informasi laporan keuangan (studi empiris pada perusahaan manufaktur di bej). jurnal bisnis dan akuntansi, 8 (1), 70 – 91. rahmawati, ita n., mutmainah, siti dan haryanto. (2007). analisis pengaruh ukuran perusahaan, likuiditas, leverage, dan profitabilitas terhadap mandatory disclosure (studi empiris pada perusahaan manufaktur yang tercatat di bursa efek jakarta tahun 2003-2004). jurnal maksi, 7 (1), 87 – 103. sihite, adelina. (2010). analisis pengaruh karakteristik perusahaan terhadap tingkat pengungkapan wajib laporan tahunan (mandatory disclosure) pada perusahaan indeks lq45. jurnal universitas gunadarma. jakarta. simanjuntak, binsar h. dan lusy widiastuti. (2004). faktor-faktor yang mempengaruhi kelengkapan pengungkapan laporan keuangan pada perusahaan manufaktur yang terdaftar di bursa efek jakarta. jurnal riset akuntansi indonesia, 7 (3), 351 – 366. microsoft word 02_ muhajir_settting.doc 100 journal the winners, vol. 10 no. 2, september 2009: 100-108 pengaruh pelayanan dan asosiasi merek terhadap kepercayaan pelanggan bengkel kendaraan bermotor dan dampaknya terhadap preferensi rekomendasi muhadjir1; febri rahmawati2 1peneliti pada balai besar riset sosial ekonomi kelautan dan perikanan 2mahasiswa universitas bina nusantara muhadjir_nasir@yahoo.com abstract the number of motorcycles being sold in indonesia keeps increasing every year. every manufacturer should stand firm on negotiating to what extent service and brand name impact to consumer trust and recommendation preference. this research aims to investigate this issue using path analysis. sample is taken from community of car garage consumers. then, data is verified by some statistical tools such as normality, validity and reliability before using path analysis. the research findings confirm that service quality, brand association and consumer trust are very important to attract trust over garage service. concerning this issue, the researcher contributes some suggestions such as management should increase service quality by doing employee professionalism improvement. for doing this, the firm can exploit on employee training; implementing incentive strategy to motivate employees, exposing openness and positive atmosphere to interact with consumers and the last but not the least, to maintain good relationship for short and long term by providing consumers with a forum-based communication media. keywords: service, car garage, recommendation preferences abstrak jumlah sepeda motor yang dijual di indonesia terus meningkat setiap tahun. setiap produsen harus konsisten terhadap sejauh mana pelayanan dan dampak merek untuk kepercayaan konsumen dan preferensi rekomendasi. penelitian ini bertujuan untuk menyelidiki masalah ini dengan menggunakan analisis jalur. sampel diambil dari masyarakat konsumen bengkel mobil. kemudian, data diverifikasi oleh beberapa alat statistik seperti normalitas, validitas, dan reliabilitas sebelum menggunakan analisis jalur. hasil penelitian mengkonfirmasi bahwa kualitas pelayanan, asosiasi merek, dan kepercayaan konsumen sangat penting untuk menarik kepercayaan lebih daripada pelayanan bengkel. mengenai masalah ini, peneliti memberikan kontribusi beberapa saran seperti manajemen harus meningkatkan kualitas pelayanan dengan melakukan peningkatan profesionalisme karyawan. untuk melakukan hal ini, perusahaan dapat memanfaatkan pelatihan karyawan; menerapkan strategi insentif untuk memotivasi karyawan; memperlihatkan keterbukaan dan suasana yang positif untuk berinteraksi dengan konsumen dan yang terakhir namun bukan yang tidak penting, untuk menjaga hubungan baik untuk jangka pendek dan panjang, dengan menyediakan media komunikasi berbasis forum untuk konsumen. kata kunci: pelayanan, garasi mobil, preferensi rekomendasi pengaruh pelayanan dan asosiasi .....( muhadjir; febri rahmawati) 101 pendahuluan sejalan dengan terus bertambahnya jumlah kendaraan bermotor roda dua di jalan kota jakarta, keberadaan bengkel sebagai penjual jasa perawatan dan perbaikan kendaraan bermotor roda dua juga terus meningkat sehingga berakibat pada semakin ketatnya persaingan dalam industri jasa perbengkelan kendaraan roda dua. untuk dapat bertahan dalam industri ini, sebuah bengkel yang memberikan jasa perawatan dan perbaikan kendaraan bermotor dituntut untuk memberikan layanan terbaik bagi pelanggannya, agar pelanggannya puas dan memberikan kepercayaan kepada bengkelnya untuk merawat kendaraannya. masalahnya adalah pelayanan seperti apa yang “terbaik” di mata pelanggan sehingga pelanggan puas dan mempercayakan perawatan kendaraan bermotornya kepada suatu bengkel. jika suatu bengkel telah dipercaya oleh pelanggannya, akan memungkinkan bagi si pelanggan bengkel tersebut untuk merekomendasikan kepada orang-orang terdekatnya atau menceritakan hal-hal yang positif mengenai bengkel tersebut. untuk itu, perlu dilakukan kajian yang meneliti pengaruh kualitas pelayanan terhadap kepercayaan konsumen. mengingat objek penelitian adalah pelanggan sebuah jaringan bengkel kendaraan bermotor roda dua yang sangat dikenal oleh masyarakat indonesia, maka asosiasi merek digunakan juga sebagai faktor pengaruh sehingga secara lengkap tulisan ini diberi judul ”analisis pengaruh pelayanan dan asosiasi merek terhadap kepercayaan pelanggan bengkel kendaraan bermotor dan dampaknya terhadap preferensi rekomendasi”. wykof (dalam arief, 2006) menyatakan bahwa kualitas pelayanan adalah tingkat keunggulan yang diharapkan dan pengendalian atas tingkat keunggulan tersebut untuk memenuhi keinginan pelanggan. definisi kualitas pelayanan berpusat pada upaya pemenuhan kebutuhan dan keinginan pelanggan serta penyampaiannya untuk mengimbangi harapan pelanggan (simamora, 2003). lovelock (dalam utami, 2006) mendefinisikan kualitas layanan sebagai perspektif konsumen dalam jangka panjang dan merupakan evaluasi kognitif dari transfer jasa. kualitas layanan digambarkan secara umum dan menyeluruh dalam jasa. bahkan, dikemukakan bahwa kualitas layanan dijelaskan sebagai konsepsi multidimensional yang dibangun melalui evaluasi terhadap kontruksi dari sejumlah atribut yang terkait dengan jasa. dalam perspektif kualitas jasa, davin garvin (dalam yatmin, 2004), mengemukakan 8 dimensi kualitas jasa yang dapat dirincikan sebagai berikut (1) performance (kinerja), yaitu kesesuaian produk dengan fungsi utama produk itu sendiri atau karakteristik operasi dari suatu produk; (2) feature, yaitu ciri khas produk yang membedakan dari produk lain yang merupakan karakteristik pelengkap dan mampu menimbulkan kesan yang baik bagi pelanggan; (3) reliability (kehandalan), yaitu kepercayaan pelanggan terhadap produk karena keandalannya atau karena kemungkinan kerusakan yang rendah; (4) conformance (kesesuaian), yaitu kesesuaian produk dengan syarat atau ukuran tertentu atau sejauh mana karakteristik desain dan operasi memenuhi standar yang telah ditetapkan; (5) durability (daya tahan), yaitu tingkat ketahanan atau berapa lama produk dapat terus digunakan; (6) service ability, meliputi kecepatan, kompetensi, kenyamanan, kemudahan dalam pemeliharaan, dan penanganan keluhan yang memuaskan; (7) estetika, yaitu keindahan menyangkut corak, rasa, dan daya tarik produk; dan (8) perceived, yaitu fanatisme konsumen menyangkut citra dan reputasi produk serta tanggung jawab perusahaan terhadapnya. sedangkan menurut umar (2002:38), ada 5 dimensi penentu kualitas jasa, yaitu (1) tangibles (bukti fisik), merupakan tampilan fisik dari fasilitas, personalia, dan materi komunikasinya; (2) reability (kepastian), merupakan kemampuan untuk mewujudkan layanan yang dijanjikan dapat diandalkan dan dilaksanakan secara akurat; (3) responsibility (daya tahan), merupakan kemauan untuk membantu dan menyediakan jasa yang tepat bagi konsumen; (4) assurance (keandalan), merupakan pengetahuan dan keramahan pegawai serta kemampuan untuk merebut kepercayaan dan keyakinan konsumen; dan (5) emphaty (empati), merupakan kepedulian dan perhatian per individu yang 102 journal the winners, vol. 10 no. 2, september 2009: 100-108 diterapkan badan usaha dalam menghadapi konsumennya. dikaitkan dengan karakteristik produk jasa yang menjadi objek penelitian, parameter-parameter yang digunakan pada variabel jasa dalam penelitian ini adalah keberwujudan, keandalan, daya tangkap, jaminan, dan empati. durianto, sugiarto, dan sitinjak (2004) mengemukakan bahwa asosiasi merek adalah segala kesan yang muncul dalam benak seseorang yang terkait dengan ingatannya mengenai suatu merek. menurut tjiptono (2005), asosiasi merek merupakan segala sesuatu yang terkait dengan memori terhadap suatu merek. asosiasi merek berkaitan erat dengan image merek (brand image), yang didefinisikan sebagai serangkaian asosiasi merek dengan makna tertentu. asosiasi merek memiliki kekuatan dan akan semakin kuat seiring dengan bertambahnya pengalaman konsumsi dengan merek spesifik. lebih jauh, aaker (dalam rangkuti, 2004) mengemukakan bahwa asosiasi merek dapat menciptakan suatu nilai bagi perusahaan dan para pelanggan karena ia dapat membantu proses penyusunan informasi untuk membedakan merek yang satu dari merek yang lain. beberapa keuntungan asosiasi merek adalah dapat membantu proses penyusunan informasi, perbedaan, alasan untuk membeli, dan penciptaan sikap atau perasaan positif landasan untuk perluasan. menurut aaeker (dalam simamora, 2002), sumber-sumber asosiasi yang terkait dengan suatu merek, yaitu (1) atribut produk (mengasosiasikan atribut atau karakteristik suatu produk merupakan strategi positioning yang sering digunakan. mengembangkan asosiasi semacam ini efektif karena jika atribut bermakna, maka asosiasi didapat; (2) atribut tak berwujud (merupakan atribut umum seperti halnya persepsi kualitas, kemajuan teknologi, atau kesan nilai yang mengikhtisarkan serangkaian atribut yang objektif; (3) manfaat produk bagi pelanggan (karena sebagian besar atribut produk memberikan manfaat bagi pelanggan, maka biasanya terdapat hubungan antara keduanya. artinya, jika mau membuat asosiasi manfaat, maka mau tidak mau perusahaan juga harus membuat asosiasi atribut sebagai alasannya. yang ditonjolkan produsen sebenarnya adalah asosiasi manfaat sebab atribut yang dijadikan sebagai alasan seringkali tidak dipahami masyarakat umum; (4) harga relatif (evaluasi terhadap suatu merek di sebagian kelas produk ini akan diawali dengan penentuan posisi merek tersebut dalam satu atau 2 tingkat harga. sudah jelas bahwa harga yang dijadikan sebagai sumber asosiasi adalah harga rendah atau harga yang terjangkau. pengguna ”harga terjangkau” sebagai sumber asosiasi akan bermanfaat bila pasar sasaran yang dibidik sensitif terhadap harga dan selisih harga yang ditawarkan cukup berarti bagi konsumen; (5) penggunaan (pendekatan ini adalah dengan mengasosiasikan merek tersebut dengan suatu pengguna atau aplikasi tertentu. ”saat apa produk digunakan” dapat dipakai menjadi sumber asosiasi produk; (6) pengguna/pelanggan (pendekatan ini adalah dengan mengasosiasikan merek tersebut dengan suatu penggunaan atau aplikasi tertentu. ”saat apa produk digunakan” dapat dipakai menjadi sumber asosiasi produk; (7) orang terkenal/khalayak (mengaitkan orang terkenal atau artis dengan sebuah merek dapat mentransfer asosiasi kuat yang dimiliki oleh orang terkenal ke merek tersebut. ruginya, kalau citra orang itu rusak, maka citra merek juga bisa turun; (8) gaya hidup/kepribadian (asosiasi sebuah merek dengan suatu gaya hidup dapat diilhami oleh asosiasi para pelanggan merek tersebut dengan aneka kepribadian dan karakteristik gaya hidup yang hampir sama; (9) kelas sosial (mengasosiasikan sebuah merek menurut kelas produknya akan lebih berhasil apabila merek tersebut merupakan merek pertama pada kategori produk yang bersangkutan; (10) para pesaing (mengetahui pesaing dan berusaha untuk menyamai atau bahkan mengungguli pesaing dapat dijadikan sebagi sumber asosiasi; dan (11) negara/area geografis (sebuah negara dapat menjadi simbol yang kuat asalkan memiliki hubungan yang erat dengan produk, bahkan kemampuan syarat yang harus dipenuhi untuk menggunakan suatu negara atau wilayah sebagai sumber asosiasi adalah tempat-tempat yang dijadikan sumber asosiasi harus memiliki citra positif tentang produk yang diiklankan. asosiasi merek (brand assosiation) merupakan salah satu elemen pembentuk ekuitas merek (brand equity) di samping elemen-elemen lainnya (brand awarness, perceived quality, dan brand loyalty). kepercayaan (trust) melibatkan kesediaan seseorang untuk bertingkah laku tertentu karena keyakinan bahwa mitranya akan memberikan apa yang ia harapkan dan suatu harapan yang umumnya dimiliki seseorang bahwa kata, janji, atau pernyataan orang lain yang dapat dipercaya. kepercayaan pengaruh pelayanan dan asosiasi .....( muhadjir; febri rahmawati) 103 merupakan persepsi terhadap keandalan dari sudut pandang pelanggan yang didasarkan pada pengalaman, atau mengarah pada tahapan transaksi atau interaksi yang didirikan oleh terpenuhinya harapan kinerja produk dan tercapainya kepuasan. kepercayaan terbentuk dari kepuasan pelanggan yang kemudian menjadi indikasi awal terbentuknya kesetiaan pelanggan (ferrina dewi, 2004). sedangkan irawan (2002) mendefinisikan kepuasan konsumen sebagai hasil akumulasi dari konsumen/pelanggan dalam menggunakan produk dan jasa. oleh karena itu, setiap transaksi akan memberikan pengaruh terhadap kepuasan konsumen karena kepuasan konsumen mempunyai dimensi waktu karena hasil akumulasi. kepuasan pelanggan merupakan kunci bagi retensi pelanggan terhadap produk pesaing. kotler (2000) mengemukakan bahwa pelanggan yang puas akan tetap setia lebih lama, membeli lebih banyak ketika perusahaan memperkenalkan produk baru dan memperbaharui produk-produk yang ada, membicarakan hal-hal yang baik tentang perusahaan dan produk-produknya, memberi perhatian yang lebih sedikit kepada merek-merek dan iklan-iklan pesaing serta kurang peka terhadap harga, menawarkan gagasan jasa atau produk kepada perusahaan, dan biaya untuk pelayanan lebih kecil dibandingkan pelanggan baru karena transaksi yang sudah rutin. wicaksono dan ihalauw (2005) dalam tulisan yang berjudul ”pengaruh persepsi kualitas layanan terhadap kepuasan dan dampaknya pada preferensi rekomendasi”, menuliskan preferensi rekomendasi merupakan suatu sikap dari konsumen yang bersedia memberikan rekomendasi terhadap produk dan jasa yang pernah dinikmatinya kepada orang lain. lebih lanjut diketahui beberapa indikator preferensi rekomendasi, yakni (1) pelanggan bersedia memberikan rekomendasi positif mengenai jasa yang telah dikonsumsi, (2) pelanggan mendorong keluarga/teman untuk menggunakan jasa yang telah dikonsumsi, (3) pelanggan akan menceritakan hal-hal positif mengenai jasa yang telah dikonsumsi, dan (4) konsumen hanya akan selalu merekomendasikan penyedia jasa tertentu kepada keluarga/teman. metode penelitian penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan asosiasi merek terhadap kepercayaan konsumen dan dampaknya pada preferensi rekomendasi terhadap bengkel kendaraan bermotor roda dua. kualitas layanan dalam penelitian ini diukur dengan dimensi karakteristik pelayanan, yaitu keberwujudan, kehandalan, daya tanggap, jaminan, dan empati. desain penelitian ini adalah desain penelitian asosiatif, yaitu penelitian yang bertujuan untuk mengetahui hubungan antar 2 variabel atau lebih. metode penelitian yang digunakan adalah metode survei, dengan mempelajari data dari sampel yang diambil dari populasi. jenis data yang digunakan dalam penelitian ini adalah jenis data kuantitatif, maupun kualitatif dengan sumber data primer yang diambil dari pelanggan terpilih (responden) melalui survei dan data sekunder yang didapat melalui berbagai media melalui studi pustaka. pengambilan sampel responden menggunakan pendekatan probability random sampling, di mana setiap individu dalam suatu populasi memiliki peluang yang sama untuk diambil sebagai responden dan tekhnik yang akan digunakan adalah simple random sampling, dengan mengambil secara acak dari populasi yang ada. pengambilan sampel responden menggunakan rumus taro yamane/slovin. dengan tingkat kepercayaan sebesar 95%, tingkat presisi 10%, dan jumlah populasi (pelanggan) sebanyak ± 1500 orang, didapat jumlah responden sebanyak 110 orang. data yang diperoleh akan diolah dengan menggunakan spss (statistical program for social science) versi 16.0, dengan metode analisis yang digunakan meliputi (1) uji validitas (untuk mengetahui valid atau tidaknya butir-butir pertanyaan yang tercantum dalam kuesioner yang akan disebarkan kepada responden). untuk mengetahui valid atau tidaknya pertanyaan dalam kuesioner digunakan teknik analisis korelasi pearson product moment (umar, 2002); (2) uji reliabilitas (untuk 104 journal the winners, vol. 10 no. 2, september 2009: 100-108 mengetahui reliabel atau tidaknya butir-butir pertanyaan dalam kuesioner untuk menjawab tujuan penelitian). pengukuran reliabilitas dikur dengan uji statistik conbrach alpha; (3) analisis jalur/path análisis (merupakan pengembangan dari analisis regresi yang digunakan untuk menganalisis hubungan kausal antar variabel, di mana variabel-variabel bebas mempengaruhi variabel terikat, baik secara langsung maupun tidak langsung, melalui satu atau lebih variabel perantara) (tabel 1). tabel 1 operasional variabel penelitian variabel penelitian konsep variable sub variabel indikator kualitas pelayanan sejauh mana kualitas pelayanan yang diberikan oleh bengkel keberwujudan (tangibles) kehandalan (reability) jaminan (assurance) 1) gedung dan fasilitas bengkel yang nyaman dan bersih 2) penampilan karyawan bengkel yang bersih dan sopan 3) penempatan barang bengkel yang tertata secara sistematis sesuai dengan jenis barang 4) kelengkapan barang pada bengkel yang sesuai dengan kebutuhan 1. harga barang yang dijual pada relatif sesuai dengan mutu/kualitas barang 2. karyawan bengkel cepat saat melayani konsumen 3. penyelesaian pekerjaan dilakukan dengan cepat dan sesuai harga pelanggan 4. para karyawan bengkel tanggap dan mampu dalam menjawab pertanyaan pelanggan 5. pelayanan yang rapi dan baik yang diberikan oleh karyawan 1. jaminan mutu barang (originalitas )/spare part bengkel dapat dipertanggung jawabkan 2. bengkel memberikan informasi secara jelas dan tepat 3. pelayanan maupun transaksi pembayaran pada bengkel dijamin keamanannya 4. pengembalian atau penukaran barang yang sudah dijual ditangani dan dilakukan dengan baik, cepat dan tepat oleh bengkel 5. bengkel memiliki komitmen yang kuat dalam memenuhi kewajibannya berkaitan dengan masa garansi skala pengukuran data yang digunakan adalah pengukuran interval menggunakan skala likert. teknik skala digunakan untuk mengukur sikap, pendapat, dan persepsi seseorang atau sekelompok orang terhadap objek penelitian. skala likert ini berhubungan dengan pernyataan tentang sikap seseorang terhadap sesuatu, misalnya setuju – tidak setuju, senang – tidak senang, dan baik – tidak baik. hasil dan pembahasan profil responden dapat diketahui bahwa pelanggan bengkel didominasi oleh laki laki usia produktif yang berpenghasilan tetap dan cukup loyal kepada bengkel. loyalitas ini perlu tetap dijaga di antaranya melalui forum yang berfungsi sebagai sarana komunikasi dan informasi antara perusahaan dengan pelanggannya (tabel 2). pengaruh pelayanan dan asosiasi .....( muhadjir; febri rahmawati) 105 tabel 2 profil responden sumber: data primer, diolah hasil uji validitas kuesioner uji validitas dilakukan dengan membandingkan nilai thitung dengan nilai ttabel, dengan n = 30, maka didapatkan nilai ttabel 0,311. hasil pengujian menunjukkan bahwa nilai thitung seluruh pertanyaan/indikator pembentuk variabel independen dan dependen nilainya lebih besar daripada ttabel (thitung > ttabel), maka dapat disimpulkan bahwa seluruh pertanyaan dalam kuesioner adalah valid sehingga dapat digunakan sebagai alat ukur. hasil uji reliabilitas kuesioner uji reliabilitas dilakukan untuk mendapatkan tingkat ketepatan (keajegan) alat pengumpul data (kuesioner) yang digunakan. pertanyaan dalam kuesioner reliabel jika nilai cronbach's alpha indikator pembentuk variabel adalah ≥ 0,60. menggunakan perangkat analisis spss 16.0 menunjukkan nilai cronbach's alpha seluruh variabel di atas 0,60 sehingga dapat disimpulkan bahwa kuesioner dapat digunakan sebagai alat pengumpul data. analisis korelasi antar variable dependen dan independen kriteria penilaian kuat lemahnya korelasi hubungan antar variable dilihat dari angka korelasi pearson dengan penilaian sebagai berikut: 0 – 0,25 : korelasi sangat lemah ( dianggap tidak ada ) > 0,25 – 0,5 : korelasi cukup > 0,5 – 0,75 : korelasi kuat > 0,75 – 1 : korelasi sangat kuat hasil pengujian menggunakan spss 16.0 menghasilkan nilai nilai korelasi pearson, yaitu korelasi antara korelasi kualitas pelayanan dengan kepercayaan konsumen (0,501), dan korelasi antara asosiasi merk dengan kepercayaan konsumen (0,532); dapat disimpulkan bahwa korelasi antar variabel dependen dengan variabel independen termasuk kategori kuat karena berada di atas 0,5 tetapi masih di bawah 0,75. no atribut profil % 1. jenis kelamin 1) pria 76 2) wanita 24 2. jenis pekerjaan 1) pegawai negeri/swasta 52 2) wiraswasta 29 3. usia 1) 21 tahun – 29 tahun 55 2) di atas 30 tahun 22 4. pengeluaran perbulan 1) 3,1 juta – 10 juta 64 2) di atas 10 juta 11 5. pengeluaran untuk perawatan motor per tahun 1) 500 ribu – 2,5 juta 67 2) 2,6 juta – 5 juta 7 6. jumlah penggunaan jasa perawatan bengkel 1) 3 kali – 10 kali 49 2) di atas 10 kali 48 106 journal the winners, vol. 10 no. 2, september 2009: 100-108 analisis pengaruh kualitas pelayanan dan asosiasi merek terhadap kepercayaan konsumen pengujian dilakukan dengan menggunakan uji f. menggunakan spss 16.0 didapatkan fhitung 25.350 > ftable (k, n-k-1 adalah 2, 107) sebesar 3.09 sehingga dapat disimpulkan kualitas pelayanan dan asosiasi merek berpengaruh dan signifikan terhadap kepercayaan konsumen. pengujian sub – struktur 1 persamaan sub – struktur 1: y = 0.262 x1 + 0.357x2 + 0.8241 ع r2yx1x2= 0.315 sumber: data primer, diolah gambar 1 diagram jalur sub – struktur 1 pengujian sub – struktur 2 persamaan sub – struktur 2: z = 0.262 x1 + 0.357 x2 + 0.304y + 0.700 ع 2 sumber: data primer, diolah gambar 2 diagram jalur sub – struktur 2 pengaruh pelayanan dan asosiasi .....( muhadjir; febri rahmawati) 107 berdasarkan gambar 1 dan 2 di atas, diketahui besaran/nilai koefisien jalur, pengaruh langsung dan tidak langsung serta pengaruh total variabel variabel penelitian seperti pada tabel 3. tabel 3 rangkuman pengaruh antar variabel variabel koefisien jalur pengaruh langsung tidak langsung melalui y total x1 0.262 0.262 1) 0.1009 6) 0.3629 x2 0.357 0.357 2) 0.0641 7) 0.4211 y 0.304 0.304 3) 0.304 y1 0,332 4) y2 0,211 5) 67.8 = 0.8242 0.824 1ع 49= 0.7002 0.700 2ع sumber: data primer, diolah keterangan: pengaruh langsung variabel kualitas pelayanan terhadap kepercayaan konsumen (pyx1) pengaruh langsung variabel asosiasi merek terhadap kepercayaan konsumen (pyx2) pengaruh variable kepercayaan konsumen terhadap preferensi rekomendasi (pyz) pengaruh langsung variabel kualitas pelayanan terhadap preferensi rekomendasi (px1z) pengaruh variable asosiasi merek terhadap preferensi rekomendasi (px2z) pengaruh variabel kualitas pelayanan terhadap preferensi rekomendasi melalui kepercayaan konsumen --- z1 = ( 0.332x 0.304) = 0.1009 pengaruh variabel asosiasi merek terhadap preferensi rekomendasi melalui kepercayaan konsumen --- z2 = ( 0.211 x 0.304 ) = 0.0641 simpulan hasil penelitian menunjukkan bahwa kualitas pelayanan, asosiasi merek, dan kepercayaan konsumen penting untuk menjadi perhatian perusahaan jasa perbengkelan kendaraan bermotor roda dua, dalam upaya meningkatkan kinerja dan keberlanjutan perusahaan. penting menjadi perhatian karena terbukti bahwa ketiga hal tersebut mempengaruhi pelanggan dalam merekomendasikan jasa bengkel kepada teman dan kerabatnya. berkaitan dengan hal di atas dan merujuk kepada pilihan jawaban responden (pelanggan) terhadap pertanyaan pertanyaan dalam kuesioner, beberapa saran yang dapat dilakukan oleh perusahaan jasa perbengkelan adalah (1) pihak manajemen perlu meningkatkan kualitas pelayanan dengan cara meningkatkan profesionalisme karyawan dengan cara memberikan pelatihan berkala dan bertingkat kepada karyawan bengkel, menetapkan strategi insentif yang menarik dan baik untuk masing-masing karyawannya agar karyawan lebih termotivasi untuk memberikan pelayanan yang terbaik kepada pelanggan, memberikan suatu program atau acara untuk karyawan yang bertujuan untuk meningkatkan loyalitas dan terbentuknya mental positif seperti keterbukaan dan kejujuran yang nantinya akan berpengaruh positif terhadap interaksi dengan pelanggan; (2) menjaga hubungan baik dan jangka panjang dengan pelanggan dengan menyediakan forum yang dapat berfungsi sebagai media komunikasi dengan pelanggan. 108 journal the winners, vol. 10 no. 2, september 2009: 100-108 daftar pustaka arief, m. 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(2002). riset pemasaran dan perilaku konsumen, jakarta: pt gramedia pustaka utama. utami, whidya, dan christina. (2006). manajemen ritel strategi dan impementasi ritel modern, jakarta: salemba empat. wicaksono, s.a dan ihalauw, j.j (2005). pengaruh persepsi kualitas layanan terhadap kepuasan klien dan dampaknya pada preferensi rekomendasi klien, jurnal ekonomi perusahaan vol. 12 no.3, september 2005. yatmin, z. (2005). manajemen kualitas produk dan jasa, cetakan keempat, fakultas ekonomi, universitas islam indonesia, yogyakarta: ekonisia kompas. microsoft word 03 tinjung desy nursanti-edit_setting analisis pengaruh moderating..... (masruroh; dkk) 121 analisis pengaruh moderating investment opportunity set dengan kebijakan dividend serta moderating investment opportunity set dengan arus kas bebas terhadap tingkat leverage perusahaan makanan dan minuman yang terdaftar di bei periode 2003-2007 masruroh; tinjung desy nursanti; lisa jurusan manajemen, fakultas ekonomi dan komunikasi, binus university jl. kh. syahdan no. 9, palmerah, jakarta barat 11480. abstract this research aims to examine whether there is any influence of investment opportunity set (ios) on the affiliation between dividend policy and free cash flow to leverage enterprise-level. by using 42 samples of food and beverage companies listed on indonesia stock exchange from 2003 to 2007, it is concluded that the dividend policy does not affect the company's leverage. however, the dividend policy together with investment opportunity set affect the level of corporate leverage. free cash flow affects the level of corporate leverage. in the meantime, free cash flow to the investment opportunity set (ios) also influences the level of corporate leverage, the dividend policy and free cash flow effect on the level of corporate leverage. meanwhile, the dividend policy, free cash flow, investment opportunity set simultaneously affect the level of corporate leverage. keywords: leverage, investment opportunity set, dividend policy, free cash flow abstrak penelitian ini bertujuan untuk menguji apakah ada pengaruh set kesempatan investasi (ios) berhubungan dengan kebijakan dividen dan arus kas bebas untuk meningkatkan tingkat perusahaan. dengan menggunakan 42 sampel perusahaan makanan dan minuman yang terdaftar di bursa efek indonesia selama 2003-2007, dapat disimpulkan bahwa kebijakan dividen tidak mempengaruhi leverage perusahaan. namun, kebijakan dividen bersama dengan set kesempatan investasi mempengaruhi tingkat leverage perusahaan. arus kas bebas mempengaruhi tingkat leverage perusahaan. sementara itu, arus kas bebas untuk set kesempatan investasi (ios) juga mempengaruhi tingkat leverage perusahaan, kebijakan dividen dan arus kas berpengaruh pada tingkat leverage perusahaan. sementara itu, kebijakan dividen, arus kas bebas, peluang investasi ditetapkan secara bersamaan mempengaruhi tingkat leverage perusahaan. kata kunci: leverage, set kesempatan investasi, kebijakan dividen, arus kas bebas 122 journal the winners, vol. 12 no. 2, september 2011: 121-141 pendahuluan perusahaan dituntut untuk lebih berhati-hati lagi dalam menggunakan dana yang tersedia agar dapat bertahan dalam keadaan ekomoni yang terus menerus bergejolak. menyikapi hal tersebut, perusahaan berupaya menggunakan kelebihan dana yang dimiliki untuk diinvestasikan pada projek yang prospektif. pendanaan tersebut dapat diperoleh baik secara eksternal maupun internal. pendanaan internal berasal dari dalam perusahaan itu sendiri yang disetor ataupun laba ditahan yang tidak dibagikan sebagai dividen kepada para pemegang saham, sedangkan pendanaan eksternal berasal dari hutang yang diperoleh dari pihak kreditor. manager perusahaan sebagai agen cenderung berperilaku oportunis demi kepentingannya sendiri, yang sering tidak sejalan dengan kepentingan principal. untuk membatasi tindakan manajer perusahaan yang oportunis, shareholder memerlukan upaya pengawasan (monitoring). tindakan pengawasan shareholder ini menimbulkan biaya keagenan (agency cost), yang terjadi karena adanya perbedaan kepentingan antara kedua belah pihak, di mana pemegang saham menginginkan sisa dana tersebut dibagikan untuk meningkatkan kesejahteraannya, sedangkan manajer menginginkan dana digunakan untuk investasi pada proyek-proyek yang menguntungkan karena pada masa mendatang akan menambah insentif bagi manajer. untuk menyelesaikan masalah keagenan ini, pemegang saham perlu mekanisme minimisasi biaya keagenan melalui kebijakan utang atau leverage. berkaitan dengan fungsi sebagai mekanisme monitoring ini, dapat diindikasikan bahwa ada dua faktor yang diduga dapat memengaruhi tingkat utang perusahaan, yaitu dividen dan arus kas bebas. dividen memiliki pengaruh terhadap leverage perusahaan, dengan hubungan yang positif, karena dividen dapat digunakan oleh shareholder untuk memaksa perusahaan mencari tambahan dana ke luar perusahaan. peningkatan pembayaran dividen dapat merubah struktur modal perusahaan, karena mengurangi kas perusahaan dan memaksa manajemen mencari tambahan dana ke luar untuk merealisasikan rencana investasi atau untuk menjaga struktur modal tetap optimal. tingkat leverage juga dipengaruhi oleh tingginya free cash flow yang dimiliki perusahaan. free cash flow yang terlalu besar akan mendorong manajer untuk memperlakukannya secara tidak efisien. salah satu mekanisme untuk mengurangi tindakan inefisiensi manajer terhadap arus kas bebas adalah dengan kebijakan utang. mekanisme dalam hal pengurangan masalah keagenan dapat dilakukan dengan menggunakan free cash flow untuk membayar dividen sehingga manajemen dipaksa mencari pendanaan dengan hutang untuk membiayai investasinya. investment opportunity set (ios) digunakan sebagai variable moderating yang dapat memperkuat atau memperlemah hubungan kebijakan dividen dan arus kas bebas terhadap tingkat leverage perusahaan. penelitian ini merupakan replikasi dari penelitian karsana dan supriyadi (2005) dalam analisa moderasi set kesempatan investasi terhadap hubungan antara kebijakan dividen dan arus kas bebas dengan tingkat leverage perusahaan, di mana sebelumnya digunakan data dari 83 perusahaan yang bukan keuangan atau observasi 332 pada tahun 1999 sampai dengan 2002. perbedaan dari penelitian sebelumnya terletak pada tahun dasar yang berbeda, yaitu data perusahaan tahun 2003-2007, dengan objek penelitian perusahaan makanan dan minuman yang terdaftar di bei. rumusan masalah (1) apakah kebijakan dividen berpengaruh terhadap tingkat leverage perusahaan? (2) apakah kebijakan dividen dengan investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan? (3) apakah arus kas bebas berpengaruh terhadap tingkat leverage perusahaan? (4) apakah arus kas bebas dengan investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan? analisis pengaruh moderating..... (masruroh; dkk) 123 (5) apakah kebijakan dividen dan arus kas bebas berpengaruh terhadap leverage perusahaan? (6) apakah kebijakan dividen, arus kas bebas, investment opportunity set (ios) berpengaruh terhadap leverage perusahaan? tujuan penelitian beberapa tujuan dari penelitian ini adalah: (1) melihat pengaruh dari kebijakan dividen itu sendiri dengan dimasukannya variable moderating, yaitu investment opportunity set (ios) terhadap tingkat leverage perusahaan; (2) melihat pengaruh dari kebijakan dividen dengan dimasukannya variable moderating investment opportunity set (ios) terhadap tingkat leverage perusahaan, akankah memperkuat atau memperlemah hubungan antara kebijakan dividen terhadap tingkat leverage perusahaan; (3) melihat pengaruh dari arus kas bebas itu sendiri tanpa dimasukkannya variable moderating, yaitu investment opportunity set (ios) terhadap tingkat leverage perusahaan; (4) melihat pengaruh dari arus kas bebas dengan dimasukannya variable moderating investment opportunity set (ios) terhadap tingkat leverage perusahaan, akankah memperkuat atau memperlemah hubungan antara arus kas bebas terhadap tingkat leverage perusahaan; (5) melihat pengaruh dari kebijakan dividen dan arus kas bebas secara bersama-sama tanpa dimasukannya oleh variable moderating, yaitu investment opportunity set (ios) terhadap tingkat leverage perusahaan; (6) melihat pengaruh dari kebijakan dividen dan arus kas bebas secara bersama-sama dengan dimasukkannya variable moderating investment opportunity set (ios) terhadap tingkat leverage perusahaan, akankah memperkuat atau memperlemah hubungan antara kebijakan dividen dan arus kas bebas terhadap tingkat leverage perusahaan. landasan teori investment opportunity set (ios) myres (1997) menyatakan bahwa investment opportunity set (ios) is the extent to which firm value depends on future discretionary expenditures by the firm, yang diterjemahkan ‘set kesempatan investasi adalah sejauh mana nilai perusahaan bergantung pada pengeluaran diskresioner masa depan’. sedangkan bodie, kane, and marcus (2008, p.158) menyatakan bahwa investment opportunity set (ios) menggambarkan pertumbuhan di masa depan. ios adalah tersedianya alternatif investasi di masa yang akan datang bagi perusahaan (hartono, 1999). ios merupakan nilai sebagai pilihan-pilihan dari perusahaan untuk membuat investasi di masa yang akan datang (myres, 1997). hal ini didukung juga oleh kallapur dan trombley (1999) yang menyatakan bahwa ios tidak dapat di observasi pihak luar perusahaan. menurut gaver dan gaver (1993), investment opportunity set (ios) merupakan nilai perusahaan yang besarnya tergantung pada pengeluaran-pengeluaran yang ditetapkan manajemen dana yang akan datang. investment opportunity set mempunyai beberapa proksi yang dapat di kelompokkan menjadi empat kelompok, yaitu: (1) proksi berbasis harga (price-based proxies for ios), di mana prospek pertumbuhan perusahaan sebagian dinyatakan dalam harga pasar, dan akan berbentuk rasio antara ukuran aktiva yang dimiliki dengan nilai pasar perusahaan. perusahaan yang tumbuh akan memiliki nilai pasar lebih tinggi dibandingkan dengan aktiva yang dimiliki; (2) proksi berbasis investment (investment-based proxies for ios), yaitu kegiatan investasi yang benar berhubungan positif dengan nilai ios. perusahaan dengan ios tinggi akan memiliki tingkat investasi yang tinggi pula dalam bentuk aktiva yang diinvestasikan untuk waktu yang lama di sebuah perusahaan; (3) proksi berbasis varian (varian-based proxies for ios) – sebuah opsi akan menjadi lebih bernilai jika menggunakan variabilitas ukuran yang memperkirakan besarnya opsi yang tumbuh seperti variabilitas return yang mendasari peningkatan aktiva; (4) proksi gabungan (composite measures), digunakan untuk mengurangi kesalahan pengukuran pemilihan variabel tunggal untuk proksi investment opportunity set (ios). banyak studi menggunakan proksi investment opportunity set (ios) secara individu dan berusaha untuk mengevaluasi sensitivitas hasil dalam memilih proksi ios (gaver dan gaver, 1993). 124 journal the winners, vol. 12 no. 2, september 2011: 121-141 kebijakan dividen menurut weston & copeland (1992, p.657) “dividend policy determines the division of earnings between paymen to shareholder and reinvestment in the firm.” artinya ‘kebijakan dividen adalah penentuan pembagian pendapatan antara pembagian dividen untuk pemegang saham dan untuk reinvestasi dalam perusahaan.’ sedangkan brigham (2005, p.613) menyatakan “dividend policy involves the decisions to pay out earning to retain than for reinvestment in the firm.” artinya ‘kebijakan dividen melibatkan keputusan untuk menbayar dividen atau menahan dividen tersebut untuk reinvestasi dalam perusahaan.’ adapun beberapa faktor penting yang mempengaruhi kebijakan dividen adalah kesempatan investasi yang tersedia, ketersediaan dan biaya modal alternatif, dan preferensi pemegang saham untuk menerima pendapatan saat ini atau masa depan. arus kas bebas arus kas bebas merupakan laporan tentang arus kas masuk dan keluar yang utama dari sebuah perusahaan selama suatu periode tertentu. tujuannya untuk mengevaluasi kegiatan operasional perusahaan pada periode lalu, dan untuk merancanakan kegiatan pendanaan dan investasi di periode mendatang. leverage salah satu keputusan penting dalam menajemen adalah bagaimana sebuah perusahaan memperoleh modal guna mendanai kegiatan operasionalnya dan memenuhi kebutuhan investasinya dan cara untuk memenuhi dana, apakah dengan hutang (leverage) atau dengan menerbitkan saham atau obligasi. semakin tinggi leverage semakin besar dispersi return, dengan kata lain semakin besar leverage mengakibatkan semakin bergejolaknya return atas modal sendiri. jadi pengertian hutang adalah penggunaan dana yang berasal dari pinjaman perusahaan dalam rangka pengembangan perusahaan (assets dan expansi) yang menimbulkan beban bunga yang dibayarkan per periode. penelitian terdahulu pengaruh investment opportunity set (ios) dengan kebijakan dividen terhadap tingkat leverage perusahaan perusahaan dengan tingkat pertumbuhan yang rendah cenderung membayar dividen lebih besar, agar dapat mengalihkan sumber dana perusahaan biar tidak ditanamkan dalam proyek dengan net present value negatif. kebijakan dividen akan mempengaruhi perusahaan untuk melakukan investasi, tetapi apabila perusahaan tidak mempunyai cukup dana untuk investasi, maka perusahaan akan mencari dana eksternal dari sumber lain dengan tingkat risiko yang kecil, yaitu utang, sehingga dapat diduga adanya hubungan positif antara kebijakan dividen dengan utang perusahaan atau leverage. baskin (1989) dan adedeji (1998) menemukan bahwa dividen mempunyai pengaruh positif terhadap financial leverage. sebaliknya allen (1993) menemukan bahwa dividen mempunyai pengaruh negatif terhadap financial leverage. hartono (1999) menemukan bahwa kebijakan dividen mempengaruhi leverage perusahaan secara positif, tetapi tidak mempengaruhi kebijakan dividen. menurut myres (1997) perusahaan dengan investment opportunity set (ios) tinggi menunjukkan bahwa nilai perusahaan lebih banyak ditentukan oleh intangible asset dari pada asset riil-nya. perusahaan tipe ini biasanya akan memiliki keterbatasan untuk mendapatkan utang, karena mereka kurang memiliki asset riil yang dapat digunakan sebagai jaminan utang. selain itu, investment opportunity set (ios) tinggi mencerminkan tinggi risiko yang harus ditanggung lender sehingga menyebabkan cost of debt bagi perusahaan dan kemampuan perusahaan untuk akses ke lender, analisis pengaruh moderating..... (masruroh; dkk) 125 sehingga dapat disimpulkan bahwa investment opportunity set (ios) dapat berfungsi sebagai variable moderasi yang mempengaruhi kuatnya hubungan antara tingkat dividen tunai dengan tingkat leverage perusahaan. penelitian gaver & gaver (1993) mengindikasikan hubungan positif antara ios dengan kebijakan pendanaan dan dividen. pengaruh investment opportunity set (ios) dengan arus kas bebas terhadap tingkat leverage perusahaan jensen (1995) menyatakan bahwa utang dapat mengurangi keleluasaan manajemen menggunakan arus kas bebas untuk kegiatan yang bersifat non maximizing value. semakin besar arus kas perusahaan, semakin besar kemungkinan terjadi pemborosan yang dilakukan manajer, sehingga diperlukan tingkat utang yang tinggi untuk mengontrol tindakan manajer yang cenderung non maximizing value. perusahaan dengan investment opportunity set (ios) rendah biasanya memiliki nilai free cash flow tinggi, karena perusahaan tersebut tidak lagi mempunyai potensi untuk ekspansi. dapat disimpulkan, perusahaan dengan arus kas bebas yang tinggi akan diikuti nilai ios yang rendah karena ios mencerminkan peluang tumbuh suatu perusahaan. friend dan lang (1998) menyatakan bahwa penggunaan utang yang berlebih akan mengurangi cash flow karena sebagian besar cash flow untuk membayar utang, sehingga tidak ada cash flow dalam perusahaan yang dapat dimanfaatkan oleh manajer untuk melakukan tindakan perquisites yang merugikan shareholder, dengan sendirinya konflik keagenan tidak akan terjadi. jensen (1995) menyatakan bahwa perusahaan dengan free cash flow besar cenderung mempunyai level hutang yang lebih tinggi khususnya saat perusahaan mempunyai kesempatan investasi yang rendah. perusahaan dengan free cash flow besar dengan tingkat leverage tinggi akan menurunkan agency cost free cash flow, demikian pula sebaliknya. penelitian jaggi dan gul (1999) menguji hipotesis jensen (1995) tentang control hypothesis dan hasilnya menunjukkan ada hubungan positif antara utang dengan arus kas bebas untuk perusahaan dengan tingkat kesempatan investasi rendah. model penelitian dependent variable dalam penelitian adalah tingkat leverage perusahaan (y). independent variable-nya adalah kebijakan dividen (x1) dan arus kas bebas (x2). semantara moderating variable yang digunakan adalah investment opportunity set (ios) (x3). untuk lebih jelasnya berikut bagan model penelitian yang digunakan (gambar 1). gambar 1. model penelitian. 126 journal the winners, vol. 12 no. 2, september 2011: 121-141 perumusan hipotesis dalam penelitian ini terdapat enam hipotesis yaitu: ho1 : kebijakan dividen tidak berpengaruh terhadap tingkat leverage perusahaan ha1 : kebijakan dividen mempengaruhi tingkat leverage perusahaan. ho2 : kebijakan dividen dengan investment opportunity set (ios) tidak berpengaruh terhadap tingkat leverage perusahaan ha2 : kebijakan dividen dengan investment opportunity set (ios) mempengaruhi tingkat leverage perusahaan ho3 : aliran kas bebas tidak berpengaruh terhadap tingkat leverage perusahaan ha3 : arus kas bebas berpengaruh terhadap tingkat leverage perusahaan ho4 : arus kas bebas dengan investment opportunity set (ios) tidak berpengaruh terhadap tingkat leverage perusahaan. ha4 : arus kas bebas dengan investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. ho5 : kebijakan dividen dan arus kas bebas tidak berpengaruh terhadap tingkat leverage perusahaan. ha5 : kebijakan dividen dan arus kas bebas berpengaruh terhadap tingkat leverage perusahaan. ho6 : kebijakan dividen, arus kas bebas, investment opportunity set (ios) tidak berpengaruh terhadap tingkat leverage perusahaan. ha6 : kebijakan dividen, arus kas bebas, investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. metode penelitian penelitian ini merupakan penelitian korelasional dengan tipe kausalitas, yang bertujuan untuk mengetahui pengaruh antara variabel dependent (tingkat leverage) dan independent variable (kebijakan dividend dan free cash flow) serta ios sebagai variable moderating. objek penelitian ini adalah perusahaan manufaktur yang bergerak dalam bidang makanan dan minuman yang mempublikasikan laporan keuangannya di bei (bursa efek indonesia) secara lengkap, dengan horizon waktu selama periode 2003-2007. metode sampling yang digunakan adalah purposive sampling. definisi operasional variabel dan pengukurannya proksi leverage dalam penelitian ini adalah sebagai berikut: independent variable pertama yaitu dividend, diukur dengan dividend payout ratio (dpr) yaitu persentase laba yang dibayarkan dalam bentuk dividen, yaitu rasio antara dividend per share (dps) dengan earnings per share (eps), dengan formula berikut: independent variable kedua yaitu free cash flow, diperoleh dengan mengurangkan arus kas operasi dengan pengeluaran modal bersih dan modal kerja bersih. formula matematisnya adalah sebagai berikut: equity totaldebt der = eps dps dpr = analisis pengaruh moderating..... (masruroh; dkk) 127 keterangan: ako = arus kas operasional, yaitu kas yang berasal dari kegiatan utama perusahaan dan aktivitas lainnya, selain dari kegiatan investasi dan kegiatan pendanaan. pm = pengeluaran modal yang diukur dengan cara mengurangi nilai aktiva tetap akhir dengan nilai aktiva tetap awal. nwc = net working capital, yaitu selisih antara jumlah aktiva lancar dengan utang lancar pada tahun yang sama. moderating variable dalam penelitian ini adalah investment opportunity set (ios) yaitu variabel yang tidak dapat diobservasi, sehingga diperlukan proksi untuk keperluan analisis empiris. penelitian ini menggunakan proksi price based, market-to-book value of equity (mvebve), dengan rumus matematis berikut: teknik pengumpulan data populasi penelitian ini adalah perusahaan yang terdaftar di bei (bursa efek indonesia). ada beberapa kriteria yang ditetapkan dalam pemilihan sample, yaitu: (1) perusahaan terdaftar di bei dan mempublikasikan laporan keuangan lengkap secaraa konsisten dari tahun 2003 sampai dengan 2007; (2) bukan perusahaan perbankan, keuangan dan asuransi karena perusahaan jenis keuangan dan perbankan mempunyai kebijakan pendanaan yang berbeda dengan perusahaan dalam jenis industri yang lain; (3) pernah membagi dividen tunai dalam periode pengamatan; (4) memiliki data lengkap dan tidak memiliki saldo ekuitas negatif karena menyebabkan rasio keuangan yang dihasilkan menjadi tidak bermakna. metode analisis data metode analisis data dalam penelitian ini menggunakan spss versi 11.5. pertama-tama dilakukan uji normalitas data yang bertujuan untuk mengetahui apakah dalam model regresi, variable pengganggu atau residual memiliki distribusi normal. dilanjutkan uji asumsi klasik untuk mengetahui masalah regresi yang ada, meliputi uji multikolinieritas, autokolerasi dan uji heteroskedastisitas. berikutnya melakukan uji hipotesis dengan menghitung koefisien determinasi (r2) untuk mengukur seberapa jauh kemampuan model dalam menerangkan variabel-variabel dependent, uji f untuk mengetahui apakah independent variable (secara bersama-sama) berpengaruh secara signifikan atau tidak terhadap dependent variable. bila signifikan berpengaruh berarti model yang diuji adalah model yang baik dipakai dalam penyederhanaan dunia nyata. uji t untuk mengetahui pengaruh independent variable secara individu terhadap dependent variable. hasil dan pembahasan gambaran umum sample (objek penelitian) penelitian ini menggunakan sample sebanyak sembilan perusahaan makananan dan minuman yang terdaftar di bei, dan data observasi sebanyak 45 data selama periode pengamatan dari tahun 2003 sampai dengan tahun 2007. adapun perusahaan-perusahaan makanan dan minuman yang menjadi objek dalam penelitian ini, dapat dilihat pada table 1 berikut: itititit nwcpmakoakb −−= ekuitastotal penutupansahamahxberedarsahamlembar mvebve arg = 128 journal the winners, vol. 12 no. 2, september 2011: 121-141 tabel 1 nama-nama perusahaan makanan dan minuman no perusahaan keterangan 1 aqua pt. aqua golden mississippi tbk. 2 ceka pt. cahaya kalbar tbk. 3 dlta pt. delta djakarta tbk. 4 fast pt. fast food indonesia tbk. 5 indf pt. indofood sukses makmur tbk. 6 mlbi pt. multi bintang indonesia tbk. 7 myor pt. mayora indah tbk. 8 tlba pt. tunas baru lampung tbk. 9 ultj pt. ultrajaya milk tbk. statistik deskriptif dari pengujian sample yang berjumlah sembilan dengan jumlah observasi sebanyak 45, dapat dilihat nilai rata-rata atau mean masing-masing variabel, yaitu: der (leverage) sebesar 1.0382, dpr (dividen) sebesar 23.5673, akb (arus kas bebas) sebesar -410592, dan yang terakhir ios memiliki nilai rata-rata sebesar 1.915811. hasil analisis statistik deskriptif, menunjukkan nilai maksimum dan minimum dalam variabel-variabel penelitian ini. variabel dengan nilai paling minimum dari data yang terdapat pada tabel 4.2 adalah dpr (dividen) yaitu 0.00 pada perusahaan ultj, sedangkan variabel dengan nilai paling maksimum dari pengujian yang dilakukan adalah akb sebesar 266168.00 pada perusahaan mlbi pada periode 2007. hasil pengujian atas nilai standar deviasi yang diperoleh masing-masing variabel adalah: der (leverage) sebesar 0.70284, dpr (dividen) sebesar 51.57553, akb (arus kas bebas) sebesar 623575.5, dan ios sebesar 1.3444771 (tabel 2). tabel 2 analisis statistik deskriptif der dpr akb ios n valid 45 45 45 45 missing 9 9 9 9 mean 1.0382 23.5673 -410592 1.915811 std. deviation .70284 51.57553 623575.5 1.3444771 minimum .24 .00 -2686148 .2844 maximum 2.62 319.00 266168.00 5.8416 uji kualitas data uji kualitas data digunakan untuk menguji kenormalan data-data yang terdapat dalam penelitian ini. dalam penelitian ini terdapat 3 jenis uji normalitas. uji normalitas data uji histogram merupakan salah satu dari tiga cara yang dilakukan untuk menguji kenormalan data di dalam penelitian ini. dari gambar 4.1, terlihat bahwa grafik histogram memberikan pola distribusi dengan kurva sedikit menceng ke kiri dan hal ini menyalahi asumsi normalitas, sehingga data ini tidak berdistribusi normal, dengan standar deviasi .097, mean 0.00, dan jumlah data sebanyak 45 (gambar 2). analisis pengaruh moderating..... (masruroh; dkk) 129 regression standardized residual 2.75 2.50 2.25 2.00 1.75 1.50 1.25 1.00 .75 .50 .25 0.00 -.25 -.50 -.75 -1.00 -1.25 histogram dependent variable: der f re qu en cy 10 8 6 4 2 0 std. dev = .97 mean = 0.00 n = 45.00 gambar 2. histogram uji normalitas data. uji normalitas kedua adalah p-plot (gambar 3) yang digunakan untuk melihat kenormalan suatu data dari titik-titik yang mengikuti garis diagonal. dari gambar 3 dapat dilihat bahwa grafik normal p-plot dapat dilihat dari titik-titik yang menyebar di sekitar garis diagonal, tetapi tidak mengikuti garis diagonal. dapat disimpulkan bahwa data yang diuji tidaklah normal. normal p-p plot of resgression standar residuali dependent variable: der observed cum prob 1.00.75.50.250.00 e xp ec te d c um p ro b 1.00 .75 .50 .25 0.00 gambar 3. p-plot. uji normalitas yang ketiga dengan menggunakan uji one-sample kolmogorov-smirnov dengan hasil berikut (tabel 3). tabel 3 one-sample kolmogorov-smirnov test der dpr akb ios n 45 45 45 45 normal parameters(a,b) mean 1.0382 23.5673 -410592.4444 1.915811 std. deviation .70284 51.57553 623575.45313 1.3444771 most extreme differences absolute .217 .324 .251 .126 positive .217 .315 .163 .126 negative -.128 -.324 -.251 -.113 kolmogorov-smirnov z 1.454 2.172 1.684 .844 asymp. sig. (2-tailed) .029 .000 .007 .474 a test distribution is normal. b calculated from data. dari hasil uji normalitas one-sample kolmogorov-smirnov test, didapat hasil dari masingmasing variabel penelitian ini, yaitu: (1) variabel dependent der (leverage) mempunyai nilai kolmogorov-smirnov 1.454 dan nilai signifikan sebesar 0.029, sehingga dapat dikatakan variabel ini tidak berdistribusi normal karena nilai signifikan lebih kecil dari 5% atau 0.05; (2) independent variable pertama yaitu dpr (dividen) mempunyai nilai kolmigorov-smirnov 2.172 dan nilai 130 journal the winners, vol. 12 no. 2, september 2011: 121-141 signifikan 0.000 (lebih kecil dari 5% atau 0.05), maka variabel ini tidak berdistribusi normal; (3) independent variable kedua adalah akb (arus kas bebas) mempunyai nilai kolmigorov-smirnov 1.684 dan nilai signifikan 0.007 (kurang dari 5% atau 0.05), sehingga variabel ini juga tidak berdistribusi normal; (4) variable ios (investment opportunity set) mempunyai nilai kolmigorovsmirnov sebesar 0.844 dan nilai signifikannya sebesar 0.474 (lebih besar dari 5% atau 0.05) sehingga variabel ini dapat dikatakan berdistribusi normal. uji outlier ketiga hasil pengujian normalitas di atas menunjukkan bahwa variabel-variabel dalam penelitian ini masih tidak berdistribusi normal, sehingga harus dibuat normal dengan menggunakan uji outlier, yang dilakukan dengan cara menambah data, menstransformasi data, atau mengurangi data yang bersifat ekstrim (outlier). penelitian ini menggunakan pilihan ketiga yaitu menghilangkan data yang bersifat ekstrim, yang dapat dilakukan dengan tiga cara pula, yaitu: (1) menghilangkan data yang lebih kecil dari -3.00 dan lebih besar dari 3.00, (b) jika masih tidak normal, nilai data yang lebih kecil dari -2.56 dan lebih besar dari 2.56 harus dihilangkan, (c) menghilangkan data yang lebih kecil dari 1.96 dan lebih besar dari 1.96, dengan hasil sebagai berikut: gambar 4. histogram uji outlier. dengan kurva normalitas masih belum berbentuk sempurna, kurva tidak membentuk lonceng yang sempurna, masih sedikit menceng ke kiri. hal ini telah menyalahi asumsi normalitas, dan data juga masih dinyatakan belum berdistribusi normal. untuk itu perlu juga dilakukan uji p-plot (gambar 5). gambar 5. p-plot hasil uji outlier. dengan titik-titik yang terdapat di sekitar garis diagonal atau garis distribusi normalitas, masih belum mengikuti garis diagonal tesebut, sehingga uji normalitas p-plot ini juga masih belum bisa dikatakan berdistribusi normal. analisis pengaruh moderating..... (masruroh; dkk) 131 dari hasil pengujian normalitas histrogram dan p-plot, dilakukan lagi uji normalitas onesample kolmogorov-smirnov test (tabel 4), agar data dalam penelitian ini dapat berdistribusi normal. hasil pengujian normalitas one-sample kolmogorov-smirnov test adalah: (1) dependent variable der (leverage) mempunyai nilai kolmogorov-smirnov 1.355 dan nilai signifikan 0.051, jadi dapat dikatakan bahwa variabel ini berdistribusi normal karena nilai signifikannya lebih besar dari 5% atau 0.05; (2) independent variable pertama yaitu dpr (dividen) mempunyai nilai kolmogorovsmirnov 1.271 dan nilai signifikan 0.75, atau lebih besar dari 5% atau 0.05, maka dapat dikatakan bahwa variabel ini berdistribusi normal; (3) independent variable kedua adalah akb (arus kas bebas) mempunyai nilai kolmogorov-smirnov 1.176 dan nilai signifikan sebesar 0.126, maka dapat disimpulkan bahwa variabel ini juga tidaklah berdistribusi normal, karena nilai signifikannya lebih besar dari 5% atau 0.05; (4) sedangkan variabel ios (investment opportunity set) mempunyai nilai kolmogorov-smirnov .837 dan nilai signifikan 0.485, maka variabel ini dapat dikatakan normal karena nilai signifikannya lebih besar dari 5 % atau 0.05. tabel 4 one-sample kolmogorov-smirnov test setelah outlier zscore(der) zscore(dpr) zscore(akb) zscore(ios) n 42 42 42 42 normal parameters(a,b) mean -.0889359 -.1348499 .1485485 -.0064294 std. deviation .90106086 .49538444 .70460783 1.01394849 most extreme differences absolute .209 .258 .181 .129 positive .209 .257 .129 .129 negative -.123 -.258 -.181 -.117 kolmogorov-smirnov z 1.355 1.271 1.176 .837 asymp. sig. (2-tailed) .051 .075 .126 .485 a test distribution is normal. b calculated from data. uji asumsi klasik pengujian asumsi klasik dilakukan untuk melihat apakah di dalam model regresi yang digunakan terjadi korelasi. penelitian ini menggunakan tiga jenis uji asumsi klasik. pertama adalah uji multikolinieritas. model regresi dapat memiliki kolerasi atau terjadi multikolinieritas jika nilai vif-nya lebih dari 10, atau nilai tolerance-nya mendekati nilai 0.1. hasil yang didapat dari pengujian tersebut dapat dilihat nilai tolerance dan vif dari masing-masing variabel, yaitu dpr (dividen) dengan nilai tolerance 0.417 dan vif 2.395, akb (arus kas bebas) dengan nilai tolerance 0.937, dan nilai vif 1.067, dan yang terakhir ios (investment opportunity set) dengan nilai tolerance 0.428 dan nilai vif 2.336, maka dapat disimpulkan dari ketiga variabel tersebut nilai tolerance-nya tidak ada yang mendekati nilai 0.1, dan nilai vif-nya pun tidak ada yang lebih dari nilai 10. oleh karena itu, pada model regresi penelitian ini tidak terjadi multikolinieritas. pengujian kedua adalah uji heteroskedastisitas. dari gambar scatterplot terlihat bahwa data menyebar ke atas dan ke bawah, sehingga disimpulkan bahwa pada model regresi ini terjadi heterokedastisitas. uji ketiga adalah autokolerasi durbin watson dengan hasil pada tabel 5 di bawah ini: 132 journal the winners, vol. 12 no. 2, september 2011: 121-141 tabel 5 autokorelasi model summary(b) model r r square adjusted r square std. error of the estimate durbin-watson 1 .653(a) .426 .381 .49827 2.534 a predictors: (constant), ios, akb, dpr b dependentt variable: der untuk mengetahui apakah dalam suatu model penelitian atau model regresi terjadi autokolerasi atau tidak, digunakan ketentuan sebagai berikut: autokorelasi positif no decision no autokorelasi no decision autokorelasi negative 0 dl du (4-du) (4-dl) 4 1.1268 1.1942 2.8058 2.8743 2.534 nilai uji durbin watson pada tabel 5 adalah 2.534, artinya lebih besar dari batas atas (du) sebesar 1.1942 dan lebih kecil dari nilai 4-1.1942 (4-du) sebesar 2.8058. nilai 2.8058 berada pada area yang menunjukkan kriteria keputusan tidak terjadi autokorelasi, sehingga dapat disimpulkan bahwa model regresi ini tidak terdapat autokorelasi. analisa pengujian koefisien determinasi dan pengujian hipotesis ha1 = kebijakan dividen berpengaruh terhadap tingkat leverage perusahaan koefisien determinasi pada tabel 6 di bawah ini dapat dilihat besarnya nilai koefisien kolerasi (r) adalah 0.095 atau 9.5%. hal ini menunjukkan bahwa pengaruh antara kebijakan dividen dengan tingkat leverage perusahaan rendah atau hampir tidak ada hubungan. nilai r2 pada tabel 4.7 sebesar 0.009 atau 0.9% yang berarti variasi variabel dependent tingkat leverage perusahaan yang bisa dijelaskan oleh independent variable kebijakan dividen adalah sebesar 0.09%, sedangkan sisanya sebesar 99.1% dijelaskan oleh variabel lain yang tidak terdapat dalam model regresi tersebut. tabel 6 tabel uji r dan r2 model summary model r r square adjusted r square std. error of the estimate 1 .095(a) .009 -.014 .70774 a predictors: (constant), dpr pengujian hipotesis ho1 : kebijakan dividen tidak berpengaruh terhadap tingkat leverage perusahaan. ha1 : kebijakan dividen berpengaruh terhadap tingkat leverage perusahaan. analisis pengaruh moderating..... (masruroh; dkk) 133 dari tabel 7 di bawah ini didapat nilai sig dari variable dependent dpr (dividen) ini sebesar 0.534 dan lebih besar dari α = 0.05, artinya ho1 diterima dan ha1 ditolak (lihat kurva penerimaan atau penolakan ha dan ho (gambar 6)), yaitu kebijakan dividen tidak berpengaruh terhadap tingkat leverage perusahaan. dari gambar 6 didapat nilai t tabel yang diperoleh sebesar 2.0211, sedangkan nilat t hitung yang terdapat pada tabel 4.8 sebesar 0.627, hal ini menunjukkan bahwa nilai t hitungnya lebih kecil dari nilai t tabel, sehingga ho diterima dan ha ditolak, dan didukung dengan nilai sig nya, sehingga dapat dibuat model regresi berikut: y = 1.008 + 0.001x1 + ε1 keterangan: y : tingkat leverage perusahaan x1: kebijakan dividen dapat disimpulkan bahwa independent variable kebijakan dividen memiliki koefisien regresi sebesar 0.001 artinya bila independent variable naik 1% maka variabel dependent tingkat leverage perusahaan akan naik 0.001%. tabel 7 tabel uji t statistik coefficients(a) model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.008 .116 8.670 .000 dpr .001 .002 .095 .627 .534 a dependentt variable: der ha diterima ha diterima ho diterima 2.0211 0 0.627 + 2.0211 gambar 6. kurva penerimaan atau penolakan ha dan ho. ha2= kebijakan dividen dengan investment opportunity set berpengaruh terhadap tingkat leverage perusahaan. koefisien determinasi pada tabel 8 di bawah ini dapat dilihat besar nilai koefisien kolerasi (r) adalah 0.432 atau 43.2% yang menunjukkan bahwa pengaruh antara kebijakan dividen dengan tingkat leverage perusahaan adalah sedang atau memiliki hubungan setelah dimasukkan variable moderatin investment opportunity set (ios). nilai adjusted r2 pada tabel 8 sebesar 0.148 atau 14.8% yang berarti variasi variabel dependent tingkat leverage perusahaan yang bisa dijelaskan oleh independent variable kebijakan dividen bersama dengan variable moderating investment opportunity set (ios) adalah 14.8%, sedangkan sisanya sebesar 85.2% dijelaskan oleh variabel lainnya yang tidak terdapat di dalam model regresi tersebut. 134 journal the winners, vol. 12 no. 2, september 2011: 121-141 tabel 8 tabel uji r dan r2model summary model r r square adjusted r square std. error of the estimate 1 .432(a) .187 .148 .64869 a predictors: (constant), ios, dpr pengujian hipotesis ho2 : kebijakan dividen dengan investment opportunity set (ios) tidak berpengaruh terhadap tingkat leverage perusahaan. ha2 : kebijakan dividen dengan investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. dari tabel 9 di bawah ini, nilai sig dari variable dependent dpr (dividen) dan variable moderating (ios) adalah 0.013 dan nilai ini lebih kecil dari pada α = 0.05, artinya ho2 ditolak dan ha2 diterima, yaitu kebijakan dividen dengan investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. selain itu nilai f tabel yang diperoleh adalah sebesar 2.84. sedangkan nilai f hitung yang terdapat pada tabel 9 adalah sebesar 4.826, dan hal ini menunjukkan bahwa nilai t hitungnya lebih besar dari nilai t tabel, di mana nilai t hitung ini berada di daerah ho ditolak, maka ho ditolak dan ha diterima, dan hal ini didukung pula dengan nilai sig nya. tabel 9 tabel uji f statistik anova(b) model sum of squares df mean square f sig. 1 regression 4.062 2 2.031 4.826 .013(a) residual 17.674 42 .421 total 21.735 44 a predictors: (constant), ios, dpr b dependentt variable: der tabel 10 tabel uji t statistikcoefficients(a) model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) .606 .170 3.565 .001 dpr .000 .002 -.009 -.065 .948 ios .227 .075 .434 3.031 .004 a dependentt variable: der dari pengujian ha2 dapat dibuat model regresi sebegai berikut: y = 0.606 + 0.000x1 + 0.277x3 + ε1 keterangan: y : tingkat leverage perusahaan x1: kebijakan dividen x3: investment opportunity set (ios) persamaan di atas menunjukkan bahwa tingkat leverage perusahaan akan bernilai konstan sebesar 0.606 jika faktor-faktor lain bernilai nol. variabel kebijakan dividen bernilai 0.000 menunjukkan bahwa setiap kenaikan dari kebijakan dividen sebesar 1 %, maka tingkat leverage perusahaan akan naik sebesar 0.000%, atau dapat dikatakan tidak mempunyai pengaruh. jika variable moderating ios bernilai 0.277 menunjukkan bahwa setiap kenaikan dari ios sebesar rp 1.000, maka tingkat leverage perusahaan akan naik sebesar rp 277,-. analisis pengaruh moderating..... (masruroh; dkk) 135 ha3 = arus kas bebas berpengaruh terhadap tngkat leverage perusahaan koefisien determinasi pada tabel 11 dibawah ini dapat dilihat besarnya nilai koefisien kolerasi (r) sebesar 0.558 atau 55.8%. hal ini menunjukkan bahwa pengaruh antara arus kas bebas dengan tingkat leverage perusahaan adalah sedang atau memiliki hubungan. nilai r2 yang terlihat pada tabel 11 adalah sebesar 0.311 atau 31.1% artinya variasi variabel dependent tingkat leverage perusahaan yang bisa dijelaskan oleh independent variable arus kas bebas adalah 31.1%, sedangkan sisanya 68.9% dijelaskan variabel lain yang tidak terdapat dalam model regresi tersebut. tabel 11 tabel uji r dan r2model summary model r r square adjusted r square std. error of the estimate 1 .558(a) .311 .295 .59020 a predictors: (constant), akb pengujian hipotesis ho3 : arus kas bebas tidak berpengaruh terhadap tingkat leverage perusahaan. ha3 : arus kas bebas berpengaruh terhadap tingkat leverage perusahaan. dari tabel 12 di bawah ini, nilai sig dari variabel dependent akb (arus kas bebas) ini 0.000 dan nilai ini lebih kecil dari pada α = 0.05, artinya ho3 ditolak dan ha3 diterima, yaitu arus kas bebas berpengaruh terhadap tingkat leverage perusahaan. selain itu, dari gambar 7, nilai t tabel yang diperoleh 2.0211, sedangkan nilat t hitung yang terdapat pada tabel 4.8 sebesar -4.404, dan hal ini menujukkan bahwa nilai t hitungnya lebih kecil dari nilai t tabel, di mana nilai t hitung ini berada di daerah ha, maka ho ditolak dan ha diterima, serta didukung dengan nilai sig nya. dari pengujian ha3 dapat dibuat model regresi berikut: y = 0.780 0.00000006284x3 + ε1 keterangan: y : tingkat leverage perusahaan x3: investment opportunity set (ios) dari model regresi diatas dapat disimpulkan bahwa independent variable arus kas bebas memiliki koefisien regresi sebesar 0.00000006284 yang berarti bila independent variable naik sebesar rp 100.000.000,maka dependent variable tingkat leverage perusahaan akan turun sebesar rp 6.284, tabel 12 tabel uji t statistik-coefficients(a) model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) .780 .106 7.381 .000 akb -6.284e-07 .000 -.558 -4.404 .000 a dependentt variable: der 136 journal the winners, vol. 12 no. 2, september 2011: 121-141 gambar 7. kurva penerimaan atau penolakan ha dan ho. ha4 = arus kas bebas dengan investment opportunity set berpengaruh terhadap tingkat leverage perusahaan koefisien determinasi pada tabel 13 di bawah ini dapat dilihat besarnya nilai koefisien kolerasi (r) adalah sebesar 0.723 atau 72.3%. hal ini menunjukan bahwa pengaruh antara arus kas bebas dengan tingkat leverage perusahaan adalah kuat atau memiliki hubungan yang berarti, setelah dimasukannya variable moderating investment opportunity set (ios). nilai adjusted r2 yang terlihat pada tabel 13 adalah sebesar 0.500 atau 50% yang berarti bahwa variasi dependent variable tingkat leverage perusahaan yang bisa dijelaskan oleh independent variable kebijakan dividen bersama dengan variable moderating investment opportunity set (ios) adalah sebesar 50%, sedangkan sisanya sebesar 50% dijelaskan oleh variable lainnya yang tidak terdapat didalam model regresi tersebut. tabel 13 tabeluuji r dan r2model summary model r r square adjusted r square std. error of the estimate 1 .723(a) .523 .500 .49681 a predictors: (constant), ios, akb pengujian hipotesis ho4 : arus kas bebas dengan investment opportunity set (ios) tidak berpengaruh terhadap tingkat leverage perusahaan. ha4 : arus kas bebas dengan investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. dari tabel 14 di bawah ini, nilai sig dari variable dependent dpr (dividen) dan variable moderating (ios) adalah sebesar 0.000 dan nilai ini lebih kecil dari pada α = 0.05, artinya ho4 ditolak dan ha4 diterima, yaitu arus kas bebas dengan investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. selain itu, dari gambar 4.9 maka nilai f tabel yang diperoleh adalah sebesar 2.84,. sedangkan nilai f hitung yang terdapat pada tabel 4.15 adalah sebesar 23.031, dan hal ini menujukkan bahwa nilai t hitungnya lebih besar dari nilai t tabel, dimana nilai t hitung ini berada didaerah ho ditolak, maka ho ditolak dan ha diterima, dan hal ini didukung pula dengan nilai sig nya. tabel 14 tabel uji f statistik-anova(b) model sum of squares df mean square f sig. 1 regression 11.369 2 5.685 23.031 .000(a) residual 10.366 42 .247 total 21.735 44 a predictors: (constant), ios, akb b dependentt variable: der analisis pengaruh moderating..... (masruroh; dkk) 137 dari pengujian ha4 dapat dibuat model regresi sebegai berikut: y = 0.308 0.00000006544x2 + 0.241x3 + ε keterangan: y : tingkat leverage perusahaan x2: arus kas bebas x3: investment opportunity set (ios) tingkat leverage perusahaan bernilai konstan sebesar 0.308 jika faktor-faktor lain bernilai nol. variabel arus kas bebasbernilai 0.00000006544 menunjukan bahwa setiap kenaikan dari arus kas bebassebesar rp 100.000.000, maka tingkat leverage perusahaan akan turun sebesar rp 6.6544. sedangkan jika variable moderating ios bernilai 0.241 menunjukan bahwa setiap kenaikan dari ios sebesar rp 1.000,maka tingkat leverage perusahaan akan naik sebesar rp 241 (tabel 15). tabel 15 tabel uji t statistik-coefficients(a) model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) .308 .141 .461 .035 akb -6.544e-07 .000 -.581 -5.442 .000 ios .241 .056 .461 4.323 .000 a dependentt variable: der ha5 = kebijakan dividen dan arus kas bebas berpengaruh terhadap tingkat leverage perusahaan. koefisien determinasi pada tabel 16 di bawah ini dapat dilihat besarnya nilai koefisien kolerasi (r) adalah sebesar 0.581 atau 58.1%. hal ini menunjukan bahwa pengaruh antara kebijakan dividen dan arus kas bebas dengan tingkat leverage perusahaan adalah sedang atau memiliki hubungan. nilai adjusted r2 yang terlihat pada tabel 16 adalah sebesar 0.306 atau 30.6% yang berarti bahwa variasi tingkat leverage perusahaan yang bisa dijelaskan oleh kebijakan dividen dan arus kas bebas adalah sebesar 30.6%, sedangkan sisanya sebesar 69.4% dijelaskan oleh variable lainnya yang tidak terdapat didalam model regresi tersebut. tabel 16 tabel uji r dan r2-model summary model r r square adjusted r square std. error of the estimate 1 .581(a) .337 .306 .58561 a predictors: (constant), akb, dpr pengujian hipotesis ho5 : kebijakan dividend dan arus kas bebas tidak berpengaruh terhadap tingkat leverage perusahaan. ha5 : kebijakan dividend dan arus kas bebas berpengaruh terhadap tingkat leverage perusahaan. dari tabel 17 di bawah ini, nilai sig dari variable dependent dpr (dividen) dan arus kas bebas sebesar 0.000 dan nilai ini lebih kecil dari pada α = 0.05, artinya ho5 ditolak dan ha5 diterima, yaitu kebijakan dividen dan arus kas bebas berpengaruh terhadap tingkat leverage perusahaan. selain itu, nilai f tabel yang diperoleh adalah sebesar 2.84. sedangkan nilai f hitung yang terdapat pada 138 journal the winners, vol. 12 no. 2, september 2011: 121-141 tabel 17 adalah 10.690, dan hal ini menujukkan bahwa nilai t hitungnya lebih besar dari nilai t tabel, dimana nilai t hitung ini berada didaerah ho ditolak, maka ho ditolak dan ha diterima, dan hal ini didukung pula dengan nilai sig nya. tabel 17 tabel uji f statistik-anova(b) model sum of squares df mean square f sig. 1 regression 7.332 2 3.666 10.690 .000(a) residual 14.403 42 .343 total 21.735 44 a predictors: (constant), akb, dpr b dependentt variable: der dari pengujian ha5 dapat dibuat model regresi sebagai berikut: y = 0.719 + 0.002x1 0.00000006504x2 + ε1 keterangan: y : tingkat leverage perusahaan x1: kebijakan dividen x2: arus kas bebas persamaan di atas menunjukkan bahwa tingkat leverage perusahaan akan bernilai konstan sebesar 0.719 (tabel 18) jika faktor-faktor lain bernilai nol. variabel kebijakan dividen 0.00000006544 menunjukan bahwa setiap kenaikan dari kebijakan dividen sebesar 1%, maka tingkat leverage perusahaan akan naik sebesar 0.719%. jika variable arus kas bebas bernilai 0.00000006504 menunjukan bahwa setiap kenaikan dari arus kas bebas sebesar rp 100.000.000,maka tingkat leverage perusahaan akan turun sebesar rp 6.504,-. tabel 18 tabel uji t statistik-coefficients(a) model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) .719 .115 6.239 .000 dpr .002 .002 .164 1.295 .202 akb -6.504e-07 .000 -.577 -4.561 .000 a dependentt variable: der ha6 = kebijakan dividen, arus kas bebas, investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. koefisien determinasi pada tabel 19 ini dapat dilihat besarnya nilai koefisien kolerasi (r) adalah sebesar 0.725 atau 72.5%. hal ini menunjukan bahwa pengaruh antara kebijakan dividen, arus kas bebas, investment opportunity set (ios) dengan tingkat leverage perusahaan adalah kuat atau memiliki hubungan yang berarti. nilai adjusted r2 yang terlihat pada tabel 19 adalah sebesar 0.491 atau 49.1% yang berarti bahwa variasi dependent variable tingkat leverage perusahaan yang bisa dijelaskan oleh independent variable kebijakan dividen dan arus kas bebas bersama dengan variable moderating ios adalah sebesar 49.1%, sedangkan sisanya sebesar 50.9% dijelaskan oleh variable lainnya yang tidak terdapat di dalam model regresi tersebut. analisis pengaruh moderating..... (masruroh; dkk) 139 tabel 19 tabel uji r dan r2 model summary model r r square adjusted r square std. error of the estimate 1 .725(a) .526 .491 .50122 a predictors: (constant), ios, akb, dpr pengujian hipotesis ho6 : kebijakan dividend, arus kas bebas, investment opportunity set (ios) tidak berpengaruh terhadap tingkat leverage perusahaan. ha6 : kebijakan dividend, arus kas bebas, investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. dari tabel 4.20 nilai sig dari variable dependent dpr (dividen) dan arus kas bebas (akb), serta ios adalah sebesar 0.000 dan nilai ini lebih kecil dari pada α = 0.05, artinya ho5 ditolak dan ha5 diterima, yaitu kebijakan dividen, arus kas bebas, investment opportunity set berpengaruh terhadap tingkat leverage perusahaan. selain itu, dari tabel 20 nilai f tabel yang diperoleh adalah sebesar 2.84,. sedangkan nilai f hitung yang terdapat pada tabel 20 adalah sebesar 15.173, dan hal ini menujukkan bahwa nilai t hitungnya lebih besar dari nilai t tabel, dimana nilai t hitung ini berada didaerah ho ditolak, maka ho ditolak dan ha diterima, dan hal ini didukung pula dengan nilai sig nya. tabel 20 tabel uji f statistik-anova(b) model sum of squares df mean square f sig. 1 regression 11.435 3 3.812 15.173 .000(a) residual 10.300 41 .251 total 21.735 44 a predictors: (constant), ios, akb, dpr b dependentt variable: der dari pengujian ha6 dapat dibuat model regresi sebagai berikut: y = 0.300 + 0.001x1 0.00000006613x2 + 0.234x3 + ε1 keterangan: y : tingkat leverage perusahaan x1: kebijakan dividen x2: arus kas bebas x3: investment opportunity set persamaan di atas menunjukkan bahwa tingkat leverage perusahaan akan bernilai konstan sebesar 0.300 jika faktor-faktor lain bernilai nol. variabel kebijakan dividen 0.001 menunjukan bahwa setiap kenaikan dari kebijakan dividen sebesar 1%, maka tingkat leverage perusahaan akan naik sebesar 0.001%. sedangkan jika variable arus kas bebas bernilai 0.00000006613 menunjukan bahwa setiap kenaikan dari arus kas bebas sebesar rp 100.000.000,maka tingkat leverage perusahaan akan turun sebesar rp 6.613,-. sedangkan jika variable moderating ios bernilai 0.234 menunjukkan bahwa setiap kenaikan dari ios sebesar rp 1.000,maka tingkat leverage perusahaan akan naik sebesar rp 234,(tabel 21). 140 journal the winners, vol. 12 no. 2, september 2011: 121-141 tabel 21 tabel uji t statistik-coefficients(a) model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) .300 .143 2.097 .042 dpr .001 .002 .057 .513 .610 akb -6.613e-07 .000 -.587 -5.418 .000 ios .234 .058 .448 4.041 .000 a dependentt variable: der penutup simpulan penelitian ini bertujuan untuk menguji atau melihat apakah ada pengaruh investment opportunity set (ios) terhadap hubungan antara kebijakan dividen dan arus kas bebas terhadap tingkat leverage perusahaan. dengan menggunakan 42 sampel perusahaan makanan dan minuman yang terdaftar di bei untuk periode 2003-2007, penelitian ini mendapatkan kesimpulan sebagai berikut: (1) hasil moderated regression analysis menyimpulkan bahwa kebijakan dividen tidak mempengaruhi leverage perusahaan. hasil penelitian ini menunjukkan hal yang berbeda dengan hasil penelitian sebelumnya yang dilakukan oleh yusef widya karsana dan supriyadi (2005); (2) hasil moderated regression analysis menyimpulkan bahwa kebijakan dividen dengan investment opportunity set berpengaruh terhadap tingkat leverage perusahaan. hasil ini mendukung hasil penelitian sebelumnya yang dilakukan yusef widya karsana dan supriyadi (2005); (3) hasil moderated regression analysis menyimpulkan bahwa arus kas bebas berpengaruh terhadap tingkat leverage perusahaan. dari hasil penelitian ini maka hasilnya tidak sesuai dengan hasil penelitian sebelumnya yang dilakukan yusef widya karsana dan supriyadi (2005); (4) hasil moderated regression analysis menyimpulkan bahwa arus kas bebas dengan investment opportunity set (ios) berpengaruh terhadap tingkat leverage perusahaan. hasil penelitian ini sesuai dengan hasil penelitian sebelumnya yang dilakukan yusef widya karsana dan supriyadi (2005); (5) hasil moderated regression analysis menyimpulkan bahwa kebijakan dividen dan arus kas bebas berpengaruh terhadap tingkat leverage perusahaan. sedangkan hasil penemuan ini berbeda dengan hasil penelitian sebelumnya yang dilakukan oleh yusef widya karsana dan supriyadi (2005); (6) hasil moderated regression analysis menyimpulkan bahwa kebijakan dividen, arus kas bebas, investment opportunity set berpengaruh terhadap tingkat leverage perusahaan. hasil penelitian ini mendukung hasil penelitian yusef widya karsana dan supriyadi (2005). keterbatasan penelitian ini masih memiliki beberapa keterbatasan dan karenanya masih perlu dikembangkan lagi pada penelitian berikutnya. adapun beberapa keterbatasannya seperti: (1) penelitian ini hanya menguji investment opportunity set (ios) sebagai variable moderating pada hubungan antara kebijakan dividen dengan leverage perusahaan; (2) penelitian ini hanya menggunakkan salah satu proksi investment opportunity set (ios) yang berbasis harga yaitu dengan menggunakkan ratio market to book value equity; (3) sample perusahaan dalam penelitian ini hanya mencakup perusahaan makanan dan minuman yang terdaftar di bei pada periode 2003-2007; (4) penelitian ini tidak memasukkan beberapa variable lain yang mungkin relevan seperti antara lain struktur kepemilikan perusahaan, size, dan seterusnya. analisis pengaruh moderating..... (masruroh; dkk) 141 rekomendasi beberapa rekomendasi yang dapat diutarakan, antara lain: (1) bagi para investor penelitian ini dapat digunakan jika investor ingin melakukan suatu investasi dapat melihat kebijakan dividen dan arus kas bebas dengan leverage perusahaan yang dengan memasukkan investment opportunity set ini sebagai variable moderatingnya; (2) untuk penelitian selanjutnya sebaiknya menambahkan sample penelitian yang lebih banyak, tidak hanya terfokus pada perusahaan makanan dan minuman saja. tetapi bisa perusahaan manufaktur lainnya, selain itu periode penelitian yang dilakukan pun bisa diperpanjang; (3) selain itu, dapat menambahkan variable moderating yang ada, tidak hanya menggunakkan investment opportunity set (ios), tetapi dapat menggunakan profitabilitas, struktur kepemilikan, dan lain-lain. penambahan variable moderating dapat membuat atau memberikan pemahan yang semakin lengkap tentang faktor-faktor yang mempengaruhi hubungan antara kebijakan dividen dan arus kas bebas dengan tingkat leverage perusahaan terutama yang berkaitan dengan teori keagenan; (4) proksi investment opportunity set (ios) yang digunakan tidak hanya berbasis harga saja, tetapi juga dapat menggunakan proksi berbasis investasi dan varian untuk melihat tingkat konsistensi atau validitas dari hasil penelitian; (5) lebih baik memasukkan variabel struktur kepemilikan karena akan memberikan gambaran yang lebih jelas lagi tentang hubungan arus kas bebas dengan kepemilikan karena agency cost berhubungan dengan struktur kepemilikan (agrawal dan jayaraman, 1994). daftar pustaka adedeji, a. (1998). does the packing order hypothesis explain the dividend payout ratios of firm in the uk. journal of business finance & accounting, 25, 1127-1155. allen, d.e. (1993). the packing order hypothesis australian evidence. applied financial economies, 3, 101-112. bodie, kane, marcus. (2008). investment. singapore: mc graw-hill international. brigham, e. f. (2005). financial management: theory and practice, international edition. boston: south western college publishing. ghozali, imam, (2006). aplikasi analisis multivariate dengan program spss, edisi iv. semarang: badan penerbit universitas diponegoro. hartono, j. (1999). an agency cost explanation for dividend payments. karya tulis tidak diterbitkan. yogyakarta: universitas gadjah mada. jensen. m. c. (1995). agency cost of free cash flow, cooperate ownership: causes and consequences. journal of political economy, 93. myres. s. c. (1997). determines of cooperate borrowing. journal of financing economics, 5, 147175. vol. 21 no. 2 september 2020 economic, business, management, and information system journal winnersthe journal p-issn: 1412-1212 e-issn: 2541-2388 editor in chief arta moro sundjaja bina nusantara university, indonesia managing editors nico surantha bina nusantara university, indonesia christian harito bina nusantara university, indonesia national editor board dhiresh kulshrestha university rajkot -gujarat (india), india halimin herjanto marist college, united states martin thomas falk university of south-eastern norway, norway prof. sangeeta sahney indian institute of technology kharagpur, india sivadass thiruchelvam universiti tenaga nasional putrajaya, malaysia yudi fernando universiti malaysia pahang, malaysia elia ardyan surakarta economics college, indonesia hendry hartono bina nusantara university, indonesia sevenpri candra bina nusantara university, indonesia language and layout editor shavira sarashita bina nusantara university, indonesia dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat dewi novianti bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winner focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been acredited by dikti under the decree number 34/e/kpt/2018 (sinta 3) and indexed by academic research index (research bib), microsoft academic search, garda rujukan digital (garuda); bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl. kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: thewinners@binus.edu, https://journal.binus.ac.id/ index.php/winners contents liulliyah; apol pribadi subriadi performance measurement of academic information systems using performance prism and iso/iec 25010 .... 75-83 iqbal ramadhani fuadiputra; khusnul rofida novianti the effect of work autonomy and workload on job satisfaction of female workers in the banking sector: mediating the role of work life balance ................................................................................... 85-91 vina christina nugroho sustainable growth rate model in indonesia manufacturing firms ..................................................... 93-100 shinta maurizka chairunnisa; alfina; annisa yasmin observing micro, small, and medium enterprises (msmes) readiness to support cashless society ................ 101-106 iwan henry wardhana; renny nurhasana social unrest of betawi’s traditional arts and culture performers during covid-19 pandemic .................... 107-112 ririn fitaloka; bima sugarai; andi randirga arung perkasa; nopriadi saputra leadership agility and digital quotient influence on employee engagement: a case of pt x and pinrumah.com............................................................................................ 113-117 djoko raditya; willy gunadi; dennis andariski setiono; jonathan andreas rawung the effect of ad content and ad length on consumer response towards online video advertisement .......... 119-128 rano kartono; afif wildan tamami the determinant factors of kai access awareness in pt kereta api indonesia from millennial generation perspective..................................................................................... 129-139 victory haris kusuma wardhana; maria grace herlina; sugiharto bangsawan; michael aaron tuori regulatory developments in the gig economy: a literature review ................................................... 141-153 vira dessy arisandi; santi delliana the influence of promotion via line messenger on the attitude of starbucks’ line official account followers 155-161 index.............................................................................................................................. 163-166 p-issn: 1412-1212 e-issn: 2541-2388 vol. 21 no. 2 september 2020 economic, business, management, and information system journal winnersthe journal microsoft word 03_ onny juwono_setting.docx   tingkat kepuasan pelanggan .....(onny juwono) 109  tingkat kepuasan pelanggan dari kualitas jasa layanan onny juwono universitas budi luhur jln. ciledug raya petukangan utara jakarta selatan onny_juwono2008@yahoo.com abstract recently, consumers become more critical. they criticize whenever they found the quality of service offered was not according to what had already been promised. on the other hand, quality of service became the sword of marketing program. thus, these two elements go hand in hand to retain consumers. this research aims to answer some problems regarding quality of service of a photo developer retail outlet. data gathered from consumers were analyzed by using validity, realibility and weighted mean to indicate the response of consumers towards all elements embeeded within the business. the research results showed that consumers found satisfied with the service given. however, the study suggested several steps to maintain customer satisfaction. keywords: consumer satisfaction, service quality, consumer abstrak dewasa ini, konsumen menjadi lebih kritis. mereka mengkritik setiap kali mereka menemukan kualitas layanan yang ditawarkan tidak sesuai dengan apa yang telah dijanjikan. di sisi lain, kualitas pelayanan menjadi kunci program pemasaran. dengan demikian, kedua elemen saling terkait dalam mempertahankan konsumen. penelitian ini bertujuan untuk menjawab beberapa masalah tentang kualitas pelayanan outlet ritel studio foto. data yang dikumpulkan dari konsumen dianalisis dengan menggunakan validitas, reliabilitas dan rata-rata tertimbang untuk menunjukkan respon konsumen terhadap semua elemen embeeded dalam bisnis. hasil penelitian menunjukkan bahwa konsumen ditemukan puas dengan pelayanan yang diberikan. namun, penelitian ini menyarankan beberapa langkah untuk mempertahankan kepuasan pelanggan. kata kunci: kepuasan konsumen, kualitas jasa, konsumen 110 journal the winners, vol. 10 no. 2, september 2009: 109-115  pendahuluan kemajuan teknologi yang terus berkembang, misalnya teknologi komputer semakin memudahkan studio istimewa foto kebayoran lama dapat mencetak foto sesuai keinginan pelanggan dan dapat mencetak foto dalam waktu 15 menit. mengelola usaha foto studio membutuhkan pengetahuan, keterampilan, dan manajemen khusus seperti pengetahuan tentang photographer trik gambar serta keterampilan mengolah gambar. selain itu, photographer juga harus benar-benar menguasai komputer, khususnya untuk program photoshop yang dapat merubah gambar menggunakan cara yang jeli. komputer visual dapat menghasilkan foto yang dibentuk seindah warna aslinya. studio istimewa foto tidak hanya tempat mencetak foto dan memfoto lewat kamera digital yang saat ini dikategorikan modern, mencetak foto melalui hand phone (telepon genggam), tetapi juga memberikan layanan yang intensif bagi pelanggannya. apabila pelanggan tidak puas terhadap layanannya seperti keterlambatan menerima hasil foto, foto yang tidak bagus (buram atau tidak jelas) hasil fotonya, maka dengan senang hati studio istimewa foto akan mengganti semua biaya dan mengulang kembali pemotretan atau pencucian foto tanpa dipungut biaya apapun. sebagai tindak lanjut untuk mencapai kepuasan pelanggan yang akan nantinya berdampak pada loyalitas jasa foto, maka studio istimewa foto memberikan layanan kepada pelanggannya dengan memberikan hadiah gratis seperti tambahan hasil cetak, bingkai foto yang exlusive maupun hadiah berupa album foto dan lain sebagainya. selain itu, dapat menerima panggilan foto album untuk pesta pernikahan, wisuda, seminar dan sebagainya. berdasarkan hal tersebut, permasalahan dalam penelitian ini dirumuskan dengan kalimat sebagai berikut “bagaimana tingkat kepuasan pelanggan dari kualitas jasa layanan yang diberikan studio istimewa foto”. penulis memilih topik ini dikarenakan ada beberapa maksud dan tujuan yang ingin dicapai, yaitu untuk mengetahui kualitas jasa layanan studio istimewa foto kebayoran lama terhadap kepuasan para pelanggannya. konsep teoritis kepuasan-ketidakpuasan pelanggan dapat dikaji dari teori experientially affective feelings, expectancy disconfirmation theory, equity theory, attribution theory, dan teori ekonomi mikro (ali hasan, 2008:60). pertama, experience affective feelings. pendekatan experience affective (pengalaman = perasaan) berpandangan bahwa tingkat kepuasan pelanggan dipengaruhi perasaan positif dan negatif yang diasosiasikan pelanggan dengan barang atau jasa tertentu setelah pembeliannya. kedua, expectancy disconfirmation theory. pemakaian merek tertentu atau merek lainnya dalam kelas produk yang sama, pelanggan membentuk harapan mengenai kinerja seharusnya dari merek bersangkutan. harapan atas kinerja dibandingkan kinerja aktual produk (yakni persepsi terhadap kualitas produk), ada 3 kemungkinan yang terjadi, yaitu (1) apabila kualitas rendah dari harapan, yang terjadi adalah ketidakpuasan emosional (positive disconfirmation), (2) apabila kinerja lebih besar dari pada harapan, maka yang terjadi adalah konfirmasi harapan (simple disconfirmation atau non satisfaction), dan (3) apabila kinerja sama dengan harapan, maka yang terjadi adalah konfirmasi harapan (simple disconfirmation atau non satisfaction). ketiga, equity theory. sejumlah peneliti berpendapat bahwa setiap orang menganalisis pertukaran antar dirinya (a) dan pihak lain (b) guna menentukan sejauh mana pertukaran tersebut adil atau fair. equity theory beranggapan bahwa orang menganalisis rasio input dan hasilnya dengan rasio input dan hasil mitra pertukarannya. jika orang merasa rasionya unvaroble dibandingkan lainnya dalam pertukaran tersebut, maka orang cenderung akan merasakan adanya ketidakadilan. berdasarkan equity theory, perasaan tidak puas disebabkan keyakinan bahwa norma sosial telah dilanggar. menurut teori ini, berlaku norma yang menegaskan bahwa setiap pihak dalam pertukaran harus mendapatkan perlakuan adil atau fair. kepuasan terbentuk, yakni (1) kepuasan terjadi bila rasio hasil dan input dalam pertukaran kurang lebih sama, (2) ketidakpuasan terjadi apabila pelanggan meyakini bahwa   tingkat kepuasan pelanggan .....(onny juwono) 111  rasio hasil input nya lebih jelek daripada perusahaan/penyedia jasa, (3) kepuasan pelanggan terhadap transaksi tertentu dipengaruhi oleh perbandingan terhadap rasio dan input pelanggan lainnya, dan (4) evaluasi terhadap keadilan keseluruhan (overall equity) dalam transaksi pembelian produk berpengaruh terhadap kepuasan/ketidakpuasan pelanggan. keempat, attribution theory. attribution theory mengidentifikasi proses yang dilakukan seseorang dalam menentukan penyebab tindakan, orang lain dan objek tertentu. atribusi yang dilakukan seseorang akan mempengaruhi purnabelinya terhadap produk tertentu karena atribusi memoderasi perasaan puas atau tidak puas. ada 3 atribusi pelanggan terhadap kejadian atau peristiwa yang tidak diharapkan (lovelock, patterson dan walker (1998) dalam ali hasan (2008:65)), yaitu (1) causal attribution. bila terjadi kesalahan, pelanggan segera menilai siapa yang patut disalahkan. jika pelanggan menyimpulkan bahwa perusahaanlah yang salah, maka mereka akan sangat mungkin merasa tidak puas. sebaliknya, apabila pelanggan membeberkan sebagai kesalahan pada diri mereka sendiri, maka ketidakpuasan mereka cenderung akan berkurang.; (2) control attribution. pelanggan menilai apakah ketidakpuasan berada dalam kendali pemasar atau tidak. sebagai contoh, penumpang pesawat cenderung akan sangat tidak puas terhadap keterlambatan penerbangan bila mereka yakin bahwa penyebabnya adalah kelalaian pihak penyedia jasa dan bukan akibat gangguan cuaca yang berada diluar kendali mereka; (3) stability attribution. bila service encounter yang tidak memuaskan, maka pelanggan akan menilai apakah kejadian itu akan mungkin terulang lagi atau tidak. jika pelanggan menilai bahwa kejadian itu cenderung terulang, maka ketidakpuasan pelanggan akan bertambah besar. kelima, teori ekonomi mikro. dalam teori ekonomi, dasar yang digunakan oleh seorang konsumen dalam melakukan alokasi sumber daya yang langka adalah kondisi dimana perbandingan antara kegunaan marginal (marginal utility) dan harga masing-masing produk akan menjadi sama. menurut lovelock dan wright (2005:96), kualitas jasa adalah evaluasi kognitif jangka panjang pelanggan terhadap penyerahan jasa suatu perusahaan. dari kelima dimensi tersebut, keandalan yang telah terbukti menjadi inti dari kualitas jasa karena jasa yang tidak dapat diandalkan adalah jasa yang buruk walaupun ada atribut lainnya. menurut parasuraman, zeithaml dan berry dalam kotler & keller, dari alih bahasa benyamin molan (2007:55-56), ada 5 kesenjangan yang menyebabkan ketidakberhasilan penyerahan jasa, yaitu (1) kesenjangan antara harapan konsumen dan persepsi manajemen, manajemen tidak selalu memahami dengan tepat apa yang diinginkan pelanggan. pengurus rumah sakit mungkin berpikir bahwa pasien menginginkan makanan yang lebih baik, tetapi pasien mungkin lebih memikirkan daya tanggap perawat; (2) kesenjangan antara persepsi manajemen dan pesifikasi mutu jasa. manajemen mugkin memahami dengan tepat keinginan-keinginan pelanggan, tetapi tidak menetapkan standar kinerja. pengurus rumah sakit mungkin meminta perawat memberikan layana yang “cepat” tanpa menguraikannya dengan sangat jelas; (3) kesenjangan antara spesifikasi mutu jasa dan penyerahan jasa, karyawan mungkin kurang terlatih, tidak mampu atau tidak mau mematuhi standar, atau mereka mungkin dihadapkan pada standar yang saling bertentangan seperti menyediakan waktu untuk mendengarkan pelanggan dan melayani mereka dengan cepat; (4) kesenjangan antara penyerahan jasa dan komunikasi eksternal, harapan-harapan konsumen dipengaruhi pernyataan-pernyataan yang dikeluarkan perwakilan dan iklan perusahaan. jika brosur rumah sakit memperlihatkan kamar yang indah, tetapi pasien tiba dan menemukan kamar yang tampak murahan dan kotor, maka komunikasi eksternal telah melenceng jauh dari harapan pelanggan; (5) kesenjangan antara persepsi jasa dan jasa yang diharapkan. kesenjangan ini terjadi apabila konsumen tersebut memiliki persepsi yang keliru tentang mutu jasa tersebut. dokter mungkin tetap mengunjungi pasien untuk menunjukkan kepeduliannya, tetapi pasien tersebut menafsirkan hal ini sebagai indikasi bahwa ada sesuatu yang benar-benar tidak beres. zeithaml et al., dalam husein umar (2005:38-39) mengemukakan 5 dimensi dalam menentukan kualitas jasa, yaitu (1) reliability, yaitu kemampuan untuk memberikan pelayanan yang 112 journal the winners, vol. 10 no. 2, september 2009: 109-115  sesuai dengan janji yang ditawarkan; (2) responsiveness, yaitu respon atau kesigapan karyawan dalam membantu pelanggan dan memberikan pelayanan yang cepat dan taggap, yang meliputi kesigapan karyawan dalam melayani pelanggan, kecepatan karyawan dalam menangani transaksi, dan penanganan keluhan pelanggan/pasien; (3) assurance, meliputi kemampuan karyawan atas pengetahuan terhadap produk secara tepat, kualitas keramahtamahan, perhatian dan kesopanan dalam memberikan pelayanan, keterampilan dalam memberikan informasi, kemampuan dalam memberikan keamanan didalam memanfaatkan jasa yang ditawarkan dan kemampuan dalam menanamkan kepercayaan pelanggan terhadap perusahaan; (4) emphaty, yaitu perhatian secara individual yang diberikan perusahaan kepada pelanggan seperti kemudahan untuk menghubungi perusahaan, kemampuan karyawan untuk berkomunikasi dengan pelanggan dan usaha perusahaan untuk memahami keinginan dan kebutuhan pelanggannya; (5) tangibles, meliputi penampilan fasilitas fisik seperi gedung dan ruangan front office, tersedianya tempat parkir, kebersihan, kerapihan dan kenyamanan ruangan, kelengkapan peralatan komunikasi dan penampilan karyawan. metode penelitian operasionalisasi variabel variabel sub variabel indikator kepuasan ali hasan (2008:57) nommitive deficit : layanan di studio istimewa foto dibandingkan dengan studio foto lainnya hasil cuci cetak di studio istimewa foto dibandingkan dengan studio foto lainnya equity : hasil layanan sehingga konsumen merasa tidak dirugikan normative standar : hasil cuci cetak sudah memenuhi standar pelanggan procedural fairness : perlakuan karyawan sudah secara adil dan tidak membeda-bedakan pelanggan attributional : solusi karyawan bila terjadi kesalahan atau pembatalan cuci cetak kualitas jasa layanan fandy tjiptono, gregorius chandra, dadi adriana(2008:68-69) reliabilitas : kecepatan karyawan dalam menangani layanan ketepatan waktu penyelesaian cuci cetak foto harga yang ditawarkan di studio istimewa foto responsivitas : penanganan keluhan konsumen jaminan (assurance) : kemampuan karyawan dalam pengeditan foto keramahan dan kesopanan karyawan keyakinan karyawan akan hasil foto yang dicetak empati : kemudahan dalam menjalin hubungan karyawan selalu memberikan jawaban yang jelas dan kekeluargaan memahami keinginan konsumen bukti fisik (tangibles) : bentuk fisik bangunan kelengkapan peralatan took kebersihan ruang tempat parkir yang disediakan sumber: data diolah sendiri   tingkat kepuasan pelanggan .....(onny juwono) 113  dalam penelitian ini, jumlah sampel yang digunakan sebanyak 90 orang responden, yang merupakan pelanggan di studio istimewa foto, yang diperoleh dengan cara menyebarkan daftar pertanyaan atau kuesioner untuk memperoleh informasi secara langsung dari responden sebagai objek penelitian. hasil dan pembahasan dari hasil pengolahan data yang dihasilkan lewat wawancara kepada seluruh pengguna jasa objek riset, ditemukan sebagai berikut: tabel 1 kepuasan pelanggan sumber: data diolah sendiri 23,78 6 3,92 dari hasil penelitian pada tabel 1, dapat disimpulkan bahwa kuesioner berdasarkan kepuasan pelanggan studio istimewa foto dengan besaran 3,92 skala likert yang terletak pada rentang skala puas. jadi, responden puas dengan layanan yang diberikan studio istimewa foto. no. kuesioner berdasarkan kepuasan pelanggan rata-rata hasil kuesioner 1. layanan studio istimewa foto dibandingkan dengan studio foto lainnya 3,97 2. hasil cuci cetak studio istimewa foto dibandingkan dengan studio foto lainnya 4,14 3. hasil layanan sehingga konsumen merasa tidak dirugikan 3,88 4. hasil cuci cetak sudah memenuhi standar pelanggan 3,94 5. karyawan sudah secara adil dan tidak membeda-bedakan pelanggan 3,93 6. solusi karyawan bila terjadi kesalahan atau pembatalan cuci cetak 3,71 total 23,57 114 journal the winners, vol. 10 no. 2, september 2009: 109-115  tabel 2 kualitas jasa layanan no. kuesioner berdasarkan kualitas jasa layanan rata-rata hasil kuesioner 1. kecepatan karyawan dalam menangani layanan 4,04 2. ketepatan waktu penyelesaian cuci cetak foto 3,67 3. harga yang ditawarkan 3,78 4. penangana keluhan konsumen 3,68 5. kemampuan karyawan dalam pengeditan foto 4,17 6. keramahan dan kesopanan karyawan 3,94 7. keyakinan karyawan akan hasil foto yang dicetak 4,11 8. kemudahan dalam menjalin hubungan 3,96 9. karyawan selelu memberikan jawaban yang jelas dan kekeluargaan 3,95 10. memahami keinginan konsumen 3,81 11. bentuk fisik bangunan 3,48 12. kelengkapan peralatan toko 4,25 13. penampilan dan cepat tanggap karyawan 3,76 14. kebersihan ruang 3,24 total 53,84 sumber: data diolah sendiri 53,84 14 3,84 dari hasil penelitian pada tabel 2, dapat disimpulkan bahwa kuesioner berdasarkan kualitas jasa layanan studio istimewa foto dengan besaran 3,84 skala likert yang terletak pada rentang skala puas. jadi, responden puas dengan kualitas jasa layanan yang diberikan studio istimewa foto. 77,41 20 3,87 kesimpulan berdasarkan analisis rata-rata tertimbang, hasil tertinggi dapat dilihat pada kuesioner kelengkapan peralatan toko sebesar 4,25 skala likert, yang berarti bahwa rata-rata responden menjawab “sangat puas” dengan kelengkapan peralatan toko yang tersedia di studio istimewa foto. sedangkan hasil terendah pada kuesioner kebersihan ruang sebesar 3,24 skala likert yang berarti rata-rata responden menjawab “netral” dengan kebersihan ruang studio istimewa foto. berdasarkan seluruh pertanyaan (20 pertanyaan) yang seluruhnya meliputi kepuasan pelanggan dari kualitas jasa layanan, didapatkan analisis rata-rata tertimbang sebesar 3,87 skala likert, yang berarti bahwa responden di studio istimewa foto, kebayoran lama bersikap “puas” bahwa tingkat kepuasan pelanggan terletak pada kualitas jasa layanan yang diberikan oleh studio istimewa foto. simpulan kesimpulan berdasarkan analisis rata-rata tertimbang, hasil tertinggi dapat dilihat pada kuesioner kelengkapan peralatan toko sebesar 4,25 skala likert, yang berarti bahwa rata-rata responden menjawab “sangat puas” dengan kelengkapan peralatan toko yang tersedia di studio istimewa foto. sedangkan hasil terendah terdapat pada kuesioner kebersihan ruang sebesar 3,24 skala likert yang berarti rata-rata responden menjawab “netral” dengan kebersihan ruang studio istimewa foto. berdasarkan seluruh pertanyaan (20 pertanyaan) yang seluruhnya meliputi kepuasan pelanggan dari kualitas jasa layanan, didapatkan analisis rata-rata tertimbang sebesar 3,87 skala likert, yang   tingkat kepuasan pelanggan .....(onny juwono) 115  berarti para responden di studio istimewa foto, kebayoran lama bersikap “puas” bahwa tingkat kepuasan pelanggan terletak pada kualitas jasa layanan yang diberikan oleh studio istimewa foto. berdasarkan hasil kesimpulan di atas, penulis dapat mengemukakan beberapa saran yang dapat bermanfaat bagi studio istimewa foto, yaitu (1) hendaknya studio istimewa foto mempertahankan kualitas produk dan layanan yang diberikan kepada setiap pelanggannya dengan cara menjaga kualitas hasil cetakan foto agar lebih bagus sehingga studio istimewa foto mampu lebih banyak mendapat pelanggannya untuk tidak berpaling ke studio foto lainnya; (2) meningkatkan kebersihan dilingkungan studio istimewa foto supaya pelanggan merasa lebih nyaman dan leluasa berada di sana, misalnya menyediakan tempat sampah organik dan anorganik; (3) meningkatkan kedisiplinan terhadap karyawannya sehingga karyawan mampu menghadapi pesaing diluar dan bisa menjaga nama baik studio istimewa foto di mata para pelanggan, misalnya karyawan tepat waktu, berpakaian rapi, dan sopan santun terhadap pelanggan; (4) mempertahankan kelengkapan peralatan foto dengan cara memelihara dan melakukan perawatan secara rutin terhadap peralatan tersebut. studio istimewa foto juga harus selalu memperbaharui peralatan yang ada agar selalu mengikuti perkembangan teknologi di dunia fotografi sehingga dapat menjaga dan terus meningkatkan kepuasan pelanggan; dan (5) memberikan suvenir/merchandise bagi konsumen studio istimewa foto apabila secara rutin datang untuk menggunakan jasa dari studio istimewa foto, misalnya konsumen datang 11 kali ke studio istimewa foto diberikan souvenir, dengan syarat membawa kuitansi/bukti pembayaran sebelumnya. daftar pustaka hasan, a. (2008). marketing, yogyakarta: azza grafika. kotler, p., dan keller, k.l. (2007). manajemen pemasaran, edisi kedua belas. dialih bahasakan oleh benyamin molan, jakarta: pt indeks. lovelock, c., dan lauren k. wright (2005). manajemen pemasaran jasa, jakarta: pt indeks. umar, h. (2005). riset pemasaran dan perilaku konsumen, cetakan keempat, jakarta: pt gramedia pustaka utama. microsoft word 02_yeni agustina_setting.docx 12 journal the winners, vol. 11 no. 1, maret 2010: 12-25 kebangkrutan perusahaan menggunakan model altman dan zavgren pada perusahaan food and beverages yeni agustina1; rahmawati2 1,2 jurusan akuntansi, fakultas ekonomi, universitas sebelas maret, jln. ir. sutami 36 a, kentingan, surakarta 57126 abstract the purpose of this research is to show the illustration of the financial performance in food and beverages companies during the years 2001, 2002, 2003, 2004, and 2005. since the indonesian economic crisis which began in middle 1997, most of industry sectors, including food and beverages companies, had some constraints in producing and actualizing their products. one of the important things in making decisions for company managers, creditors, and the future investors is the bankruptcy analysis model to predict company’s bankruptcy. this research used two models developed by edward i. altman (model z-score) and christine v. zavgren (logit model). the result of this research is, generally, the financial conditions of the food and beverages companies are in bad conditions. this situation is connected with the low profitability, liquidity, and activity rates of those companies. keywords: company bankruptcy, altman model, zavgren model, food and beverages abstrak tujuan dari penelitian ini adalah untuk menunjukkan ilustrasi dari kinerja keuangan pada perusahaan makanan dan minuman selama tahun 2001, 2002, 2003, 2004, dan 2005. sejak krisis ekonomi indonesia yang dimulai pada pertengahan 1997, sebagian besar dari sektor industri, termasuk perusahaan makanan dan minuman, memiliki beberapa kendala dalam memproduksi dan mengaktualisasi produk mereka. salah satu hal penting dalam membuat keputusan bagi manajer perusahaan, kreditur, dan investor akan datang adalah model analisis kebangkrutan untuk memprediksi kebangkrutan perusahaan. penelitian ini menggunakan dua model yang dikembangkan oleh edward i. altman (model z-score) dan christine v. zavgren (logit model). hasil dari penelitian ini adalah, pada umumnya, kondisi keuangan perusahaan makanan dan minuman berada dalam kondisi buruk. situasi ini dihubungkan dengan profitabilitas rendah, likuiditas, dan tingkat aktivitas perusahaan tersebut. kata kunci: kebangkrutan perusahaan, model altman, model zavgren, makanan dan minuman kebangkrutan perusahaan .....(yeni agustina; rahmawati) 13 pendahuluan dalam era globalisasi dewasa ini, perdagangan internasional merupakan mata rantai yang saling berkaitan satu dengan yang lainnya, di mana perdagangan internasional diwarnai oleh berbagai perubahan yang menyebabkan peningkatan kompetisi antar dunia. hal tersebut ditandai adanya perdagangan bebas oleh afta pada tahun 2003, diikuti apec tahun 2010, dan wto tahun 2020. perusahaan-perusahaan di seluruh dunia harus berpikir secara global untuk dapat turut bermain di dalam kompetisi yang semakin tajam. perdagangan serta investasi yang bebas dan terbuka di samping merupakan peluang besar bagi indonesia untuk mencapai efisiensi dan peningkatan kesejahteraan penduduk indonesia, sekaligus merupakan tantangan bagi perekonomian indonesia saat ini, pasca krisis moneter yang melanda indonesia di pertengahan tahun 1997. walaupun telah menunjukkan berbagai kemampuan yang berarti, tetapi masih belum cukup kuat untuk menghadapi persaingan dan ketergantungan internasional. krisis ekonomi yang terjadi pada pertengahan tahun 1997 mengakibatkan suatu akibat yang buruk dan kurang menguntungkan bagi sebagian besar dunia, usaha dalam bidang industri manufaktur, perdagangan, maupun jasa pelayanan, tidak terkecuali akibat tersebut dialami perusahaan yang bergerak dalam usaha industri food and beverage. pada keadaan seperti sekarang ini, harga material atau bahan baku semakin tinggi sehingga produktivitas perusahaan food and beverage semakin menurun karena kesulitan mendapatkan sarana penunjang produksi, contohnya adalah bahan baku, sumber daya manusia, dan teknologi. bisnis makanan dan minuman (food and beverages) banyak digunakan sebagai alternatif usaha karena makanan dan minuman merupakan salah satu kebutuhan pokok manusia. industri makanan dan minuman (food and beverages) memiliki karakteristik, yaitu mudahnya perusahaan baru untuk memasuki industri sehingga akan menyebabkan peningkatan persaingan antar perusahaan (weston dan capeland, 1997:35-36). banyaknya perusahaan food and beverages akan menjadikan ancaman dan peluang bagi pemain bisnis ini. ditinjau dari minat konsumen, industri food and beverage diperkirakan sangat diminati konsumen dan tetap eksis di tengah krisis ekonomi dan moneter. namun, apabila ditinjau di pangsa pasar, industri food and beverage tidak hanya dituntut bersaing di dalam negeri saja. dalam perkembangan sekarang ini, banyak muncul produk-produk baru, baik dari dalam negeri maupun industri food and beverage datang dari luar negeri yang mampu tampil beda dari produk sebelumnya, baik mutu, harga serta rasa. namun, pemilihan ekonomi berjalan sangat lambat. sekalipun pertumbuhan ekonomi menunjukkan peningkatan, tetapi masih sangat bergantung pada kondisi yang menyebabkan pertumbuhan tidak dapat berkesinambungan (weston dan copeland, 1997:35-36). untuk itu, agar perusahaan food and beverage dalam negeri tidak kalah bersaing dengan perusahaan luar, penilaiannya tidak lepas dari perusahaan yang memiliki fundamental yang kuat. bisa dikatakan perusahaan seperti itu memiliki manajemen dan kinerja keuangan yang baik. perusahaan masa depan adalah membagikan dividen bagi pemegang saham. namun, dalam kenyataan laba dan membagikan dividen bagi pemegang saham. namun dalam kenyataan setiap saat banyak perusahaan mengalami kesulitan keuangan, kemacetan likuiditas atau pembubaran (agnes sawir, 2002). setiap perusahaan didirikan dengan harapan akan menghasilkan profit sehingga mampu untuk bertahan dalam jangka panjang yang tak terbatas. hal ini berarti dapat diasumsikan bahwa perusahaan akan terus hidup dan diharapkan tidak akan mengalami likuiditas. dalam praktek, asumsi seperti di atas tidak selalu menjadi kenyataan. seringkali perusahaan yang telah beroperasi dalam jangka waktu tertentu terpaksa membubarkan diri karena mengalami kegagalan usaha (kebangkrutan). untuk dapat mengindentifikasikan tanda-tanda awal kebangkrutan perusahaan baik bagi manajemen untuk kinerja. semakin awal tanda-tanda tersebut diketahui, semakin segera pihak kreditur dan pemegang saham juga perlu mengidentifikasikan tanda-tanda awal kebangkrutan supaya dapat segera mengambil keputusan investasi dan kredit untuk menghadapi kemungkinan terburuk berupa bangkrutnya perusahaan yang bersangkutan (agnes sawir, 2002). 14 journal the winners, vol. 11 no. 1, maret 2010: 12-25 adapun permasalahan yang dapat diidentifikasi peneliti adalah (1) bagaimanakah kondisi keuangan perusahaan-perusahaan yang termasuk dalam industri food and beverage yang terdaftar di bej periode 2001-2005 menurut model altman (z-score)?, (2) bagaimanakah kondisi keuangan perusahaan-perusahaan yang termasuk dalam industri food and beverage yang terdaftar di bej periode 2001-2005 menurut zavgren (model logit)?, dan (3) metode manakah menurut kedua analisis tersebut yang dapat memberikan peringatan yang lebih dini terhadap kondisi keuangan perusahaan?. adapun tujuan yang dapat diidentifikasi peneliti adalah sebagai berikut (1) untuk mengetahui kinerja perusahaan food and beverage yang terdaftar di bursa efek jakarta periode 2001-2005 menurut model altman z-score, (2) untuk memperoleh kinerja perusahaan food and beverage yang terdaftar di bursa efek jakarta periode 2001-2005 menurut model zavgren, dan (3) untuk mengetahui metode mana yang dapat memberikan peringatan lebih dini terhadap kondisi keuangan perusahaan. adapun manfaat yang dapat diidentifikasi peneliti adalah sebagai berikut. pertama, bagi praktisi. penelitian ini dapat dimanfaatkan untuk melihat kinerja keuangan perusahaan periode 20012005 dan jika terdapat tanda-tanda kesulitan keuangan yang mengarah pada kebangkrutan, maka pihak manajemen dapat mengambil langkah-langkah preventif untuk menyelamatkan perusahaannya sebagai alternatif analisis dalam pengambilan keputusan dapat tidaknya suatu perusahaan menerima kredit, dan sebagai tambahan bahan pertimbangan dalam melakukan keputusan investasi sehingga mereka dapat mengetahui kondisi kesehatan suatu perusahaan. kedua, bagi akademisi. penelitian ini diharapkan dapat memperluas wawasan dan pengetahuan penulis tentang penilaian tingkat kebangkrutan kelompok perusahaan food and beverage yang berkaitan di bej periode 2001-2005, serta dapat digunakan sebagai referensi dalam penelitian telah lanjut untuk menghasilkan model prediksi kebangkrutan yang dapat diterapkan untuk semua jenis industri di indonesia. analisis diskriminan altman merupakan salah satu teknik statistik yang biasa digunakan untuk memprediksi adanya kebangkrutan suatu perusahaan. sejumlah studi telah dilakukan untuk mengetahui kegunaan analisis rasio keuangan dalam memprediksi kegagalan perusahaan. altman telah mengkomunikasikan beberapa rasio menjadi model prediksi dengan teknik statistik, yaitu diskriminan yang digunakan untuk memprediksi kebangkrutan perusahaan dengan istilah yang sangat terkenal yang disebut z-score. z-score adalah skor yang ditentukan dari perhitungan standar kali nisbah-nisbah keuangan yang akan menunjukkan tingkat kemungkinan kebangkrutan perusahaan z-score, ditentukan dengan menggunakan rumus sabagai berikut (supardi dan mastuti, 2003 ); z-score = 0,717 x1 + 0,847 x2 + 3,107 x3 + 0,420 x4 + 0,988 x5 keterangan : x1 = working capital/total assets x2 = retained earning/totak assets x3 = earning before interest and tax/total assets x4 = market value equity/book value of debt x5 = sales/total assets uraian masing-masing variabel tersebut adalah sebagai berikut (supardi dan mastuti, 2003). pertama, working capital total asset (x1) atau modal kerja/total aktiva. modal kerja yang dimaksud dalam x1 adalah selisih antara aktiva lancar dengan hutang lancar. rasio x1 pada dasarnya merupakan salah satu rasio likuiditas yang mengukur kemampuan perusahaan dalam memenuhi kewajiban jangka pendek. hasil rasio tersebut dapat negatif apabila aktiva lancar lebih kecil dari kewajiban lancar. jika dikaitkan dengan indikator-indikator kebangkrutan seperti yang disebutkan di atas, maka indikator yang dapat digunakan untuk mendeteksi adanya masalah pada tingkat likuiditas perusahaan adalah indikator internal seperti ketidakcukupan kas, utang dagang membengkak, utilisasi kebangkrutan perusahaan .....(yeni agustina; rahmawati) 15 modal (harta kekayaan menurun), penambahan utang yang tak terkendali, dan beberapa indikator lain. kedua, retained earning/total assets ( x2) atau laba ditahan/total aktiva. rasio ini mengukur akumulasi laba selama perubahan beroperasi. umur perusahaan berpengaruh pada rasio ini semakin lama perusahaan beroperasi memungkinkan untuk memperlancar akumulasi laba ditahan. hal tersebut menyebabkan perusahaan yang masih relatif muda pada umumnya akan menunjukkan hasil rasio tersebut rendah, kecuali yang labanya sangat besar pada awal masa berdirinya. ketiga, earning before interest and tax/total assets ( x3) atau laba sebelum bunga dan pajak/total aset. rasio tersebut mengukur kemampuan perusahaan dalam menghasilkan laba dari aktiva yang digunakan. rasio ini merupakan kontributor terbesar dari model tersebut. beberapa indikator yang dapat digunakan dalam mendeteksi adanya masalah pada kemampuan profitabilitas perusahaan di antaranya adalah piutang dagang meningkat, rugi terus-menerus dalam beberapa kuartal, persediaan meningkat, penjualan menurun, terlambatnya hasil penagihan piutang, kredibilitas perusahaan berkurang serta kesediaan memberi kredit pada konsumen yang tidak membayar pada waktu yang ditetapkan. keempat, market value equity/book value of deb (x4) atau nilai pasar dari modal/nilai buku hutang. modal yang dimaksud adalah gabungan nilai pasar dari modal biasa dan saham preferen, sedangkan hutang mencakup hutang lancar dan hutang jangka panjang. rasio ini mengukur kemampuan perusahaan dalam memberikan jaminan kepada setiap hutangnya melalui modalnya sendiri. kelima, sales/total assets (x5) atau penjualan/total aktiva. rasio ini merupakan rasio yang mendeteksi kemampuan dana perusahaan yang tertanam dalam keseluruhan aktiva berputar dalam satu periode tertentu. rasio ini dapat pula dikatakan sebagai rasio yang mengukur kemampuan modal yang diinvestasikan oleh perusahaan untuk menghasilkan revenue. model prediksi kebangkrutan secara umum dikenal sebagai pengukuran atas kesulitan keuangan. tiga tahapan prekembangan dari pengukuran kesulitan keuangan terdiri dari analisis universal, analisis multivariate, dan analisis logit. analisis universal mengasumsikan bahwa suatu variabel tunggal dapat digunakan sebagai predictive purpose. model univariat yang dipaparkan oleh wille beaver ini telah menghasilkan ketetapan prediksi dalam level yang sedang. analisis univarial mengindentifikasi faktor yang berhubungan dengan kesulitan keuangan, tetapi bagaimanapun juga model ini tidak menghasilkan sebuah pengukuran dari risiko yang relevan. pada tahapan selanjutnya dari pengukuran atas kesulitan keuangan merupakan analisis multivariat (metode mda), dengan mencoba untuk menyelesaikan indikasi konflik potensial yang mungkin dihasilkan dari penggunaan variabel tunggal yang paling banyak menggunakan metode mda adalah edward i altman, profesor keuangan dari stem scholl of busineess, new york university. altman z-score atau zeta model mengkombinasikan variasi pengukuran dari probabilitas risiko. hasil dari model ini menunjukkan bahwa risiko kebangkrutan perusahaan adalah relatif standar. studi awal dari altman membuktikan bahwa modelnya sangat akurat dan secara tepat memprediksi kebangkrutan dari sampel awal (brian n gibson, 1998). di samping hasil positif dari studinya, model altman juga dianggap mempunyai kelemahan yang diasumsikan variabel-variabel dalam sampel data terdistribusi secara normal. ada beberapa pihak yang juga menyatakan bahwa hasil perhitungan model. analisis distrimunal multivariat mempunyai nilai interpretasi yang sempit dan prosedur perbandingan yang mengacu pada keinginan penulis. zavgren pada tahun 1985 mengembangkan modelnya untuk berusaha mengoreksi masalah tersebut. modelnya menggunakan analisis logit untuk memprediksi kebangkrutan. model logit dianggap lebih valid, model ini dapat diinterpretasikan sebagai sebuah tipe analisis regresi yang digunakan jika dependen variabel merupakan dummy variabel, variabel yang mengategorikan data menjadi 2 grup, misalnya kelompok bangkrut dan tidak bangkrut yang dapat menghasilkan nilai 0 dan 1. lebih lanjut analisis logit sebenarnya menghasilkan probabilitas (dalam prosentasi) kebangkrutan, juga perhitungan probabilitas memungkinkan pengukuran atas tingkat efektivitas manajemen. zavgren menggunakan model ini pada 45 perusahaan yang bangkrut dan tidak bangkrut, berdasarkan skala industri dan aset tertentu dengan probabilitas sebesar 50%, model ini mempunyai tingkat akurasi sebesar 82% untuk memrediksi kebangkrutan. analisis logit ini sering digunakan dalam penelitian 16 journal the winners, vol. 11 no. 1, maret 2010: 12-25 karena mempunyai karakteristik yang baik, misalnya tidak perlu untuk beradaptasi dengan sampel yang baik, misalnya tidak perlu untuk beradaptasi dengan sampel yang tidak proposional untuk konstanta tertentu (maddala, 1992, dalam setiawan, 2004). dari berbagai penelitian klasik, disimpulkan bahwa analisis diskriminan dan analisis logit banyak digunakan karena 2 alasan yaitu (1) analisis ini merupakan teknik pertama yang digunakan untuk memprediksi kesulitan keuangan dan dikembangkan menjadi teknik-teknik berikutnya; dan 2) analisis ini lebih mudah digunakan dalam memprediksi kesulitan keuangan dibandingkan dengan teknik-teknik yang lain (setiawan, 2004). aplikasi dari model logit zavgren membutuhkan 4 langkah, yaitu pertama adalah serangkaian 7 rasio keuangan dihitung, kedua adalah setiap rasio dikalikan dengan koefisien khusus, ketiga adalah nilai atau hasil yang diperoleh dijumlahkan secara bersama (y), dan akhirnya probalitas kebangkrutan perusahaan dikalkulasi dengan fungsi probabilitas logit. adapun probabilitas kebangkrutan model logit adalah: yi e p + = 1 1 di mana pangkat y adalah fungsi multivariable yang terdiri dari konstanta dan koefisien dari sekumpulan variabel-variabel/yaitu rasio-rasio keuangan). sedangkan e adalah bilangan alam yang bernilai 2.1828. nilai probabilitas yang mendekati 1/1 atau 100% dikategorikan dalam kesulitan keuangan. zavgren menggunakan logit untuk membedakan perusahaan yang bangkrut dan non bangkrut. model zavgren mendefinisikan sebagai berikut: y = 0,23883 – 0,108 (inv) – 1,583 (rec) – 10,78 (csah) + 3,074 (quick) + 0,481 (roi) + 4,35 (debt) + 0,11 (turn) di mana: inv : persediaan/ penjualan rec : piutang/ persediaan cash : kas/ total aktiva quick : aktiva lancar/ hutang lancar roi : laba operasi bersih/ (total aktiva hutang lancar) deb : hutang jangka panjang/ (total aktiva – hutang lancar) turn : penjualan/ (modal keja + aktiva tetap) variabel y dengan nilai negatif meningkatkan probabilitas kebangkrutan karena akan mengurangi e, y sampai dengan nol, dengan kesimpulan bahwa kebangkrutan akan terjadi apabila probabilitas yang dihasilkan mendekati 1/1 atau 100%. di samping itu, variabel y dengan nilai positif menurunkan probabilitas kebangkrutan. dengan demikian, probabilitas kondisional nilai logit berada di antara 0 dan 1 (hosmer dan lemeshou, 1989 dalam puri respathi, 2003). adapun keterangan dari 7 variabel tersebut adalah (1) average inventories / sales atau persediaan/penjualan. perusahaan dengan rasio inventories yang tinggi, rasio perputaran persediaan akan menurun. oleh karena itu, rasio likuiditas jangka pendek dan profitabilitas kesulitan keuangan meningkat; (2) average receivables / average inventories atau piutang/persediaan. perusahaan dengan rasio receivables yang tinggi secara penerimaan kasnya menurun secara relatif terhadap perputaran persediaan. oleh karena itu, risiko likuiditas jangka pendek dan profitabilitasnya kesulitan keuangan meningkat; (3) cash + marketable securities)/total assets atau kas/total aktiva. perusahaan dengan proporsi kas yang tinggi mempunyai kapasitas untuk membayar hutang jangka pendek sehingga menurunkan probabilitas kesulitan keuangan; (4) quick assets / current liabilities atau aktiva lancar/hutang lancar. rasio cepat yang besar mengindikasikan tingginya kapasitas untuk membayar hutang. selain itu, kapasitas harta lancar juga tinggi. dengan rasio cepat yang meningkat, maka probabilitas keuangan menurun; (5) income from continuing operations / (total assets – current kebangkrutan perusahaan .....(yeni agustina; rahmawati) 17 liabilities) atau laba opersi bersih/ (total aktiva – hutang lancar); (6) yang dimaksud dengan laba operasi bersih adalah kelebihan pendapatan atas harga pokok penjualan dan beban operasi (setiawan, 2004 ) atau laba lainnya, laba dari kegiatan tambahan atau sampingan, laba investasi, keuntungan, dan kerugian luar biasa serta pajak penghasilan (nugroho w., 1994: 95). rasio roi yang tinggi mengindikasikan pengembalian investasi terjadi dalam waktu singkat sehingga menurunkan probabilitas kesulitan keuangan; (7) long-term debt / (total assets – current liabilities) atau hutang jangka panjang / (total aktiva – hutang lancar). proporsi hutang yang tinggi dalam struktur hutang akan meningkatkan probabilitas kseulitan keuangan; dan (8) sales / (net working capital + fixed assets) atau penjualan / (modal kerja + aktiva tetap). merupakan rasio yang tinggi mengindikasikan kemampuan perusahaan untuk memutar aset menjadi penjualan dengan cepat (sehingga cepat pula untuk menjadi kas). dengan demikian, profitabilitas kesulitan keuangan menurun karena peningkatan rasio tersebut. kerangka pemikiran penelitian adalah sebagai berikut. studi kebangkrutan perusahaan pertama kali dilakukan oleh beaver (1996). model altman menggunakan 6 kelompok rasio keuangan dan membuat univariate analysis, yaitu menghubungkan tiap-tiap rasio untuk menentukan rasio mana yang paling baik digunakan sebagai predikator. dari 6 kelompok rasio tersebut, rasio dari aliran kas terhadap kewajiban total merupakan predikator yang paling baik untuk menentukan tingkat kebangkrutan perusahaan. dengan studi ini, beaver menemukan bahwa rasio keuangan terbukti sangat berguna untuk prediksi kebangkrutan dan dapat digunakan untuk membedakan secara akurat perusahaan yang akan jatuh bangkrut dan yang tidak. studi lain oleh altman (1968) telah menemukan ada 5 rasio keuangan yang dapat digunakan untuk mendeteksi kebangkrutan perusahaan beberapa saat sebelum perusahaan tersebut bangkrut. setyorini dan halim (1999) melakukan studi potensi kebangkrutan perusahaan pada perusahaan yang terdaftar di bursa efek jakarta dengan menggunakan analisis z-score altman dan model logit (zavgren) serta menyimpulkan bahwa terdapat perbedaan potensi kebangkrutan secara signifikan antara kedua model tersebut. berdasarkan studi tersebut, menunjukkan konsistensi bahwa rasio keuangan sangat bermanfaat sebagai indikator dan prediksi kebangkrutan. rasio keuangan altman (model z-score) 1. working capital / total asset 2. retained earnings / total asset 3. earning before income and tax / total asset 4. market value of equity / book value of asset 5. sales / total asset rasio keuangan zavgren ( model logit ) 1. inv : persediaan / penjualan 2. rec : piutang /persediaan 3. cash : kas / total aktiva 4. quick : aktiva lancar / hutang lancar 5. roi : laba operasi bersih / ( total aktiva – hutang lancar) 6. deb : hutang jangka panjang / ( total aktiva – hutang lancar ) 7. turn : penjualan / ( modal kerja + aktiva tetap ) gambar 1 model kerangka pemikiran hipotesis yang digunakan adalah sebagai berikut. ha : terdapat perbedaan nilai kebangkrutan perusahaan dengan menggunakan model altman (z-score) dan model logit (zavgren) pada perusahaaan food and beverages. potensi kebangkrutan perusahaan food and beverages 18 journal the winners, vol. 11 no. 1, maret 2010: 12-25 metode penelitian objek penelitian penelitian ini akan dilakukan pada industri food and beverages yang go public di bursa efek jakarta. pemilihan industri food and beverages dikarenakan industri ini memiliki karakteristik (weston dan copeland, 1997:36), yaitu (1) perusahaan baru mudah untuk memasuki industri sehingga akan menyebabkan peningkatan persaingan antar perusahaan; (2) perusahaan baru mudah untuk memasuki industri dan kemampuan perusahaan pesaing untuk memperluas kapasitasnya akan menyebabkan perubahan stabilitas margin laba dan pertumbuhan atau stabilitas penjualan dari perusahaan; (3) karakteristik industri, laba, dan tingkat penjualan merupakan faktor-faktor yang mempengaruhi struktur keuangan suatu perusahaan. sebagai bukti bahwa perusahaan baru mudah masuk dan bersaing pada industri ini, yaitu industri food and beverages merupakan industri dengan jumlah perusahaan terbanyak pada kelompok manufaktur yang terdaftar di bursa efek jakarta. penelitian ini menggunakan metode diskriptif, yang dimaksudkankan untuk mengukur dengan cermat terhadap fenomena sosial tertentu. jenis penelitian dalam metode deskriptif yang digunakan adalah studi kasus, yang meneliti secara rinci suatu objek tertentu selama kurun waktu tertentu dengan cukup mendalam dan menyeluruh, termasuk lingkungan dan kondisi masa lalunya (singarimbun, 1995:9). dalam rangka menguji hipotesis yang diajukan, penelitian ini pada dasarnya menguji hubungan linier antara variabel independen dengan variabel dependen. populasi dan penentuan sampel populasi dalam penelitian ini adalah semua perusahaan yang bergerak di bidang food and beverages yang terdaftar di bursa efek jakarta periode 2001-2005. sedangkan pengambilan sampelnya menggunakan teknik purposive sampling (adib, 2004:4). adapun sampel dalam penelitian ini adalah perusahaan food and beverage yang memenuhi kriteria (1) perusahaan food and beverage tersebut terdaftar di bursa efek jakarta pada tahun 2001-2005; dan (2) perusahaan food and beverage tersebut mempublikasikan laporan keuangan tahunan yang lengkap. jumlah perusahaan food and beverages yang terdaftar di bej tahun 2001 sampai 2005 adalah sebanyak 20 perusahaan dan satu perusahaan datanya tidak lengkap. jadi, dari 20 perusahaan, hanya 19 perusahaan yang memenuhi kriteria untuk dijadikan sampel. perusahaan tersebut adalah pt ades alfindo putrasetia tbk, pt aqua golden mississippi tbk, pt cahaya kalbar tbk, pt delta djakarta tbk, pt fast food indonesia tbk, pt indofood sukses makmur tbk, pt mayora indah tbk, pt multi bintang indonesia tbk, pt putra sejahtera pioneerindo tbk, pt prasidha aneka niaga tbk, pt sari husada tbk, pt sekar laut tbk, pt siantar top tbk, pt sierad produce tbk, pt suba indah tbk, pt asia intielera tbk, pt tunas baru lampung tbk, dan pt ultrajaya milk industri tbk. pengukuran variabel variabel penelitian model altman (z-score) variabel-variabel dalam model keuangan altman (supardi dan mastuti, 2003) adalah sebagai berikut. pertama, working capital total asset (x1) atau modal kerja / total aktiva. modal kerja yang dimaksud dalam x1 adalah selisih antara aktiva lancar dengan hutang lancar. rasio x1 pada dasarnya merupakan salah satu rasio likuiditas yang mengukur kemampuan perusahaan dalam memenuhi kewajiban jangka pendek. hasil rasio tersebut dapat negatif apabila aktiva lancar lebih kecil dari kewajiban lancar. jika dikaitkan dengan indikator-indikator kebangkrutan seperti yang disebutkan di kebangkrutan perusahaan .....(yeni agustina; rahmawati) 19 atas, maka indikator yang dapat digunakan untuk mendeteksi adanya masalah pada tingkat likuiditas perusahaan adalah indikator internal seperti ketidakcukupan kas, utang dagang membengkak, utilisasi modal (harta kekayaan menurun), penambahan utang yang tak terkendali, dan beberapa indikator lain. kedua, retained earnings / total assets (x2) atau laba ditahan/total aktiva. rasio ini mengukur akumulasi laba selama perubahan beroperasi. umur perusahaan berpengaruh pada rasio ini semakin lama perusahaan beroperasi memungkinkan untuk memperlancar akumulasi laba ditahan. hal tersebut menyebabkan perusahaan yang masih relatif muda pada umumnya akan menunjukkan hasil rasio tersebut rendah, kecuali yang labanya sangat besar pada awal masa berdirinya. ketiga, earnings before interest and tax / total assets (x3) atau laba sebelum bunga dan pajak / total aset. rasio tersebut mengukur kemampuan perusahaan dalam menghasilkan laba dari aktiva yang digunakan. rasio ini merupakan kontributor terbesar dari model tersebut. beberapa indikator yang dapat digunakan dalam mendeteksi adanya masalah pada kemampuan profitabilitas perusahaan di antaranya adalah piutang dagang meningkat, rugi terus-menerus dalam beberapa kwartal, persediaan meningkat, penjualan menurun, terlambatnya hasil penagihan piutang, kredibilitas perusahaan berkurang serta kesediaan memberi kredit pada konsumen yang tidak membayar pada waktu yang ditetapkan. keempat, market value equity / book value of deb (x4) atau nilai pasar dari modal / nilai buku hutang. modal yang dimaksud adalah gabungan nilai pasar dari modal biasa dan saham preferen, sedangkan hutang mencakup hutang lancar dan hutang jangka panjang. rasio ini mengukur kemampuan perusahaan dalam memberikan jaminan kepada setiap hutangnya melalui modalnya sendiri. kelima, sales / total assets (x5) atau penjualan / total aktiva. rasio ini merupakan rasio yang mendeteksi kemampuan dana perusahaan yang tertanam dalam keseluruhan aktiva berputar dalam satu periode tertentu. rasio ini dapat pula dikatakan sebagai rasio yang mengukur kemampuan modal yang diinvestasikan oleh perusahaan untuk menghasilkan revenue. variabel penelitian zavgren (model logit) pertama, average inventories/sales atau persediaan/penjualan. perusahaan dengan rasio inventories yang tinggi, rasio perputaran persediaan akan menurun. oleh karena itu, rasio likuiditas jangka pendek dan profitabilitas kesulitan keuangan meningkat. kedua, average receivables / average inventories atau piutang / persediaan. perusahaan dengan rasio receivables yang tinggi, secara penerimaan kasnya menurun secara relatif terhadap perputaran persediaan. oleh karena itu, risiko likuiditas jangka pendek dan profitabilitasnya kesulitan keuangan meningkat. ketiga, (cash + marketable securities) / total assets atau kas / total aktiva. perusahaan dengan proporsi kas yang tinggi mempunyai kapasitas untuk membayar hutang jangka pendek sehingga menurunkan probabilitas kesulitan keuangan. keempat, quick assets / current liabilities atau aktiva lancar / hutang lancar. rasio cepat yang besar mengindikasikan tingginya kapasitas untuk membayar hutang. selain itu, kapasitas harta lancer juga tinggi. dengan rasio cepat yang meningkat, maka probabilitas keuangan menurun. kelima, income from continuing operations / (total assets – current liabilities) atau laba operasi bersih / (total aktiva – hutang lancar). yang dimaksud dengan laba operasi bersih adalah kelebihan pendapatan atas harga pokok penjualan dan beban operasi (setiawan, 2004) atau laba lainnya, laba dari kegiatan tambahan atau sampingan, laba investasi, keuntungan dan kerugian luar biasa. serta pajak penghasilan (nugroho w, 1994: 95). rasio roi yang tinggi mengindikasikan pengembalian investasi terjadi dalam waktu singkat sehingga menurunkan probabilitas kesulitan keuangan. keenam, long-term debt / (total assets – current liabilities) atau hutang jangka panjang / (total aktiva – hutang lancar). proporsi hutang yang tinggi dalam struktur hutang akan meningkatkan probabilitas kesulitan keuangan. ketujuh, sales /(net working capital + fixed assets) atau penjualan / (modal kerja + aktiva tetap). merupakan rasio yang tinggi mengindikasikan kemampuan perusahaan untuk memutar asset menjadi penjualan dengan cepat (sehingga cepat pula untuk menjadi kas). dengan demikian, profitabilitas kesulitan keuangan menurun karena peningkatan rasio tersebut. 20 journal the winners, vol. 11 no. 1, maret 2010: 12-25 data dan sumber data dalam penelitian ini, data yang dibutuhkan adalah data sekunder, yaitu data keuangan yang berupa neraca dan laporan laba rugi tahun 2001 hingga 2005. penulis tidak melakukan pengambilan data melalui data primer, tetapi penulis mengambil data sekunder antara lain total aktiva, hutang lancar, kewajiban lancar, nilai ukun, laba ditahan, penjualan total, ebit, harga per lembar saham, dan jumlah saham yang beredar, dari indonesia capital market directory tahun 2001 hingga 2005. metode analisis data metode analisis data dengan model altman tahapan analisis data yang dilakukan oleh penulis untuk menentukan kondisi keuangan dengan menggunakan model altman adalah sebagai berikut. pertama, menghitung rasio keuangan, yaitu rasio modal kerja / total aktiva sebagai x1, rasio saldo laba / total aktiva sebagai x2, rasio ebit / total aktiva sebagai x3, rasio nilai pasar modal sendiri / nilai buku hutang sebagai x4, dan rasio penjualan / total aktiva sebagai x5. kedua, melakukan perhitungan dengan analisis diskriminan yang dikemukakan oleh altman dengan model berikut: z-score = 0,717 x1 + 0,847 x2 + 3,107 x3 + 0,420 x4 + 0,998 x5. ketiga, melakukan interpretasi hasil perhitungan atas klasifikasi sesuai perusahaan dapat digolongkan dari hasil nilai z-score. kondisi perusahaan dapat digolongkan sebagai berikut: z < 1,20 : perusahaan dalam kondisi potensial bangkrut 1,20 < z < 2,90 : perusahaan dalam kondisi kritis / rawan z > 2,90 : perusahaan dalam kondisi sehat metode analisis data dengan model zavgren tahapan analisis data yang dilakukan oleh penulis untuk menentukan kondisi keuangan perusahaan dengan model zavgren adalah sebagai berikut. pertama, menghitung rasio keuangan, yaitu: inv : persediaan / penjualan rec : piutang / persediaan cash : kas / total aktiva quick : aktiva lancar / hutang lancar roi : laba operasi bersih / (total aktiva – hutang lancar) deb : hutang jangka panjang / (total aktiva – hutang lancar) turn : penjualan / (modal kerja + aktiva tetap) kedua, melakukan perhitungan dengan model logit yang dikemukakan oleh zavgren yang dirumuskan sebagai berikut: yi e p + = 1 1 di mana pangkat y adalah fungsi multivariable, yang terdiri dari konstanta dan koefisien dari sekumpulan variable-variabel, yaitu rasio–rasio keuangan. sedangkan e adalah bilangan alam yang bernilai 2.1828. nilai probalitas yang mendekati 1/1 atau 100% dikategorikan dalam kesulitan keuangan. zavgren menggunakan logit untuk membedakan perusahaan yang bangkrut dan nonbangkrut. model zavgren mendefinisikan sebagai berikut: kebangkrutan perusahaan .....(yeni agustina; rahmawati) 21 y = 0,23883 – 0,108 (inv) – 1,583 (rec) – 10,78 (csah) + 3,074 (quick) + 0,481 (roi) + 4,35 (debt) + 0,11 (turn) variabel y dengan nilai negatif meningkatkan probalitas kebangkrutan karena akan mengurangi e, y sampai dengan nol, dengan kesimpulan bahwa kebangkrutan akan terjadi apabila probabilitas yang dihasilkan mendekati 1/1 atau 100%. di samping itu, variabel y dengan nilai positif menurunkan propabilitas kebangkrutan. dengan demikian, probabilitas kondisional nilai logit berada di antara 0 dan 1 (hosmer dan lemeshou, 1989 dalam puri respathi, 2003). ketiga, setelah didapatkan hasil dari metode logit di atas, maka data yang ada diuji lagi dengan statistik karena model logit tidak mempunyai titik cut off untuk mendapat tingkat kepastian yang tinggi. alat statistik yang digunakan adalah sebagai berikut: standar deviasi (untuk n tsv 1 ≤ 30), dengan rumus: ( ) 1 2 − −∑ = n xx sd i di mana: x 1 = data ke 1 x = rata-rata industri n = jumlah sampel berikutnya adalah rentang interval, dengan tingkat keyakinan 95% (α =0,05), dengan rumus: n sd tx n sd tx 22 αμα +<<− batas bawah rentang interval menentukan skor maksimal bagi penentuan suatu perusahaan dikatakan mempunyai kinerja keuangan yang buruk. sementara itu, batas atas rentang interval menentukan secara minimal bagi penentuan suatu perusahaan dikatakan mempunyai skor di antara kedua batas rentang interval masuk dalam kategori rawan atau kritis terhadap kesulitan yang mengarah pada kebangkrutan. setelah tahapan-tahapan kedua model di atas selesai dilakukan, kemudian diberikan pembahasan mengenai kondisi keuangan perusahaan yang diteliti sesuai dengan hasil dari masing-masing model. setelah itu, dilakukan pertandingan hasil antara kedua model tersebut, yaitu model altman dan zavgren. langkah terakhir adalah memberikan penjelasan jika terdapat perbedaan hasil yang menyimpang antara masing-masing model. pengujian hipotesis pengujian hipotesis yang dilakukan antara tahun 2001 sampai 2005 adalah sebagai berikut. pertama, uji t (paired sample test) tahun 2001. terlihat bahwa kolom exact. sig. (2-tailed) / significance untuk uji dua sisi adalah 0,653. di sini didapat probabilitas di atas 0,05 (0,653 > 0,05) maka h 0 di terima, atau sesungguhnya tidak ada perbedaan pada kondisi keuangan perusahaan food and beverages baik menggunakan model z-score (altman ) maupun zavgren (model logit). kedua, uji t (paired sample test) tahun 2002. terlihat bahwa kolom exact. sig. (2-tailed)/ significance untuk uji dua sisi adalah 0,444. di sini didapat probabilitas di atas 0,05 (0,444 > 0,05), maka h 0 diterima, atau sesungguhnya tidak ada perbedaan pada kondisi keuangan perusahaan food and beverages, baik menggunakan model z-score (altman) maupun zavgren (model logit). 22 journal the winners, vol. 11 no. 1, maret 2010: 12-25 ketiga, uji t (paired sample test) tahun 2003. terlihat bahwa kolom exact. sig. (2-tailed)/ significance untuk uji dua sisi adalah 0,369. di sini didapat probabilitas di atas 0,05 (0,369 > 0,05), maka h 0 diterima, atau sesungguhnya tidak ada perbedaan pada kondisi keuangan perusahaan food and beverages, baik menggunakan model z-score (altman) maupun zavgren (model logit). keempat, uji t (paired sample test) tahun 2004. terlihat bahwa kolom exact. sig. (2-tailed)/ significance untuk uji dua sisi adalah 0,348. di sini didapat probabilitas di atas 0,05 (0,348 > 0,05), maka h 0 diterima, atau sesungguhnya tidak ada perbedaan pada kondisi keuangan perusahaan food and beverages, baik menggunakan model z-score (altman) maupun zavgren (model logit). kelima, uji t (paired sample test) tahun 2005. terlihat bahwa kolom exact. sig. (2tailed)/significance untuk uji dua sisi adalah 0,799. di sini di dapat probabilitas di atas 0,05 (0,799 > 0,05), maka h 0 diterima, atau sesungguhnya tidak ada perbedaan pada kondisi keuangan perusahaan food and beverages, baik menggunakan model z-score (altman) maupun zavgren (model logit). simpulan model analisis yang ditemukan oleh edward 1 altman (z-score) merupakan kombinasi dari berbagai rasio keuangan, yaitu rasio modal kerja/total aktiva, rasio laba ditahan/total aktiva, rasio ebit/total aktiva, rasio nilai pasar modal sendir/nilai buku hutang, dan rasio penjualan/total aktiva. dalam model analisis diskriminan ini, terdapat titik cut-off yang mengkategorikan perusahaan dalam 3 kategori, yaitu sehat, kritis, dan potensial bangkrut. model analisis logit yang ditemukan oleh chistine v zavgren menggunakan 7 rasio komponen yang dikombinasikan. rasio-rasio tersebut adalah 1) inv: persediaan / penjualan, 2) rec: piutang / persediaan, 3) cash: kas / total aktiva, 4) quick: aktiva lancar / hutang lancar, 5) roi: laba operasi bersih / (total aktiva-hutang lancar), 6) deb: hutang jangka panjang / (total aktiva–hutang lancar), dan 7) turn: penjualan / (modal kerja+aktiva tetap). dalam model analisis logit ini, tidak terdapat titik cut-off. analisis ini hanya memberikan suatu probabilitas akan 2 kondisi perusahaan, dalam hal bangkrut atau tidak. untuk mendapatkan hasil yang lebih akurat, nilai y dianalisis lanjut lebih akurat sehingga kategori yang dihasilkan sesuai dengan kategori menurut model altman, yaitu sehat, kritis, dan bangkrut. dalam hal ini, peneliti menggunakan perhitungan titik cut-off dengan mencari batas atas dan batas bawah rentang interval (dengan tingkat keyakinan 95%) pada perusahaan yang diteliti. hasil penerapan model altman dan zavgren pada keduapuluh perusahaan food and beverages yang terdaftar di bej selama periode 2001-2005, dapat dikelompokkan sebagai berikut. penerapan model altman kategori jumlah perusahaan 2001 2002 2003 2004 2005 sehat 4 6 6 11 9 kritis 6 6 3 1 3 potensial bangkrut 9 7 10 6 7 kebangkrutan perusahaan .....(yeni agustina; rahmawati) 23 penerapan model zavgren kategori jumlah perusahaan 2001 2002 2003 2004 2005 sehat 9 6 7 5 3 kritis 6 4 1 5 4 potensial bangkrut 4 9 11 9 12 dari perbandingan hasil antara model altman dan zavgren, terdapat beberapa perusahaan yang berbeda hasil. hal ini dipengaruhi oleh perbedaan karakteristik dari model-model itu sendiri, di mana penggunaan rasio seperti inilah yang akhirnya dapat menyebabkan perbedaan pengkategorian kondisi keuangan perusahaan. kedua metode ini sama-sama merupakan cara untuk mengingatkan akan masalah keuangan yang mungkin membutuhkan perhatian serius dan memberikan petunjukpetunjuk yang berguna untuk menghindari kesulitan keuangan perusahaan di masa depan. penggunaan metode tergantung dari persepsi perusahaan dalam menafsirkan kondisi keuangannya dengan lebih condong melihat ke rasio yang ditentukan. analisis kebankrutan dengan menggunakan model altman (z-score) dengan model logit (zavgren) dari periode 2001-2005, untuk sampel penelitian adalah tidak terbukti dikarenakan kedua metode tidak berbeda. keterbatasan penelitian ini adalah sebagai berikut. kedua model yang digunakan dalam penelitian ini mengandung keterbatasan. pertama, model altman (z-score). model yang ditemukan oleh altman dibentuk di amerika serikat, yang tentunya nilai-nilai koefisien dalam model altman juga dibentuk berdasarkan karakteristik perekonomian. amerika serikat seperti kita ketahui bahwa kondisi atau karakter perekonomiannya berbeda dengan indonesia, misalnya sistem perpajakan amerika serikat berbeda dengna indonesia. perbedaan tersebut bisa menyebabkan berkurangnya tingkat akurasi model altman untuk memprediksi kegagalan keuangan atau kebangkrutan perusahaan jika ditetapkan di indonesia. z-score yang digunakan mengacu pada altman yang lebih ditujukan pada sektor perbankan. pada model altman, dapat kita ketahui bahwa tidak ada penegasan/pemisahan antara satu kelompok industri dengan kelompok industri lainnya. hal ini dapat menimbulkan anggapan bahwa metode altman seakan-akan memberikan perlakuan yang sama terhadap semua kelompok industri. padahal harus diingat bahwa antara satu kelompok industri dengan kelompok industri lainnya mempunyai karakteristik yang berbeda. kedua, model zavgren (logit). dalam model ini, pengkategorian kondisi keuangan perusahaan didasarkan pada nilai probabilitas, yaitu antara 0 dan 1, di mana nilai probabilitas perusahaan yang mendekati 1 atau 100% berarti bahwa perusahaan mengalami kesulitan keuangan. kelemahan dari model ini adalah tidak mengklasifikasikan kondisi keuangan perusahaan menjadi 3 kategori, yaitu sehat, kritis, dan potensial bangkrut/tidak sehat. hal tersebut akan dengan jelas kategori kondisi keuangan perusahaan tersebut. oleh karena itu, penulis menggunakan rentang interval untuk mencari titik cut-off. dalam perhitungan rentang interval, perusahaan yang di masa datang dalam perhitungan hanya perusahaan food and baverages yang terdaftar di bej. hasil perhitungan rentang interval akan lebih akurat apabila perusahaan food and baverages yang tidak terdaftar di bej juga ikut dimasukkan dalam perhitungan kedua. keterbatasan penelitian berikutnya adalah model analisis dalam penelitian ini hanya digunakan untuk mengidentifikasikan atau menentukan posisi keuangan perusahaan sehingga ketepatan atau keakuratan kedua model analisis tidak tampak dalam penelitian ini. sebagaimana diketahui, konsep kedua model analisis menekankan kepada bagaimana sebuah perusahaan dapat diprediksikan akan mengalami kebangkrutan. selanjutnya, model analisis yang digunakan dalam 2 model, yaitu model altman dan zavgren. analisis akan lebih baik jika model-model lain juga ikut 24 journal the winners, vol. 11 no. 1, maret 2010: 12-25 digunakan. walaupun demikian, kedua model yang digunakan dalam penelitian ini tetap merupakan alat yang dapat dipakai, sebagaimana pedoman dalam mebantu mengevalusi kondisi keuangan perusahaan. berdasarkan kesimpulan dan keterbatasan di atas, maka diajukan saran-saran yang diharapkan menjadi bahan pertimbangan, yaitu sebagai berikut. dengan mengacu pada aplikasi kedua model yang digunakan, maka bagi pihak-pihak yang berkepentingan dalam kaitannya dengan penilaian. kondisi perusahaan seperti investor/perusahaan itu sendiri, maka hendaknya tetap mengkombinasikan penggunaan model penilaian-penilaian yang ada dan juga disarankan untuk menganalisis lebih jauh terhadap laporan keuangan perusahaan secara menyeluruh karakteristik yang berbeda pada rasio-rasio pembentuknya. agar perusahaan mampu beroperasi/beraktivitas secara lancar, hal ini juga melihat pada kondisi keuangan perusahaan food and beverages. pada umumnya, perlunya suatu tambahan modal kerja yang akan berpengaruh terhadap kesehatan perusahaan. perusahaan bisa melakukan berbagai alternatif penambahan modal baru, misalnya melempar saham baru ataupun investasi lainnya pada surat berharga seperti obligasi atau lainnya, misalnya (1) adanya bahan baku impor yang harus seperti obligasi atau keuangnya perusahaan food and baverage, maka harus bisa menghasilkan produk bahan baku yang memiliki kualitas sama dengan bahan baku impor sebagian industri makanan akan membawa hasil dengan terpenuhinya bahan baku dalam negeri ataupun harus mengimpor yang tentu saja akan memakan biaya yang besar; (2) pemerintah juga harus turun tangan dalam memproteksi industri dalam negeri, khususnya industri makanan. dengan memproteksi industri dalam berindustri ini seperti melakukan kebijakan kenaikan bea impor sehingga hal ini biasa mengoptimalkan proses industri aplikasi dalam negeri; (3) bagi peneliti selanjutnya dapat mengkombinasikan model altman atau zavgren dengan model-model analisis lainnya untuk mengevaluasi kondisi keuangan perusahaan yang diteliti. dengan semakin banyaknya model analisis yang digunakan, maka kesimpulan mengenai kondisi keuangan perusahaan akan lebih akurat. daftar pustaka 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(1984). methodological issues related to the estimation of financial distress prediction models. journal of accounting research, 22, p.59-82. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 1 the winners, 22(1), march 2021, 1-14 doi: 10.21512/tw.v22i1.6822 factors affecting consumers’ intentions to use online food delivery services during covid-19 outbreak in jabodetabek area rano kartono1*; jane kartika tjahjadi2 1,2management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1rano.kartono@binus.ac.id; 2jane.tjahjadi@binus.ac.id received: 23rd november 2020/ revised: 21st january 2021/ accepted: 21st january 2021 how to cite: kartono, r. & tjahjadi, j. k. (2021). factors affecting consumers’ intentions to use online food delivery services during covid-19 outbreak in jabodetabek area. the winners, 22(1), 1-14. https://doi.org/10.21512/tw.v22i1.6822 abstract the research intended to scrutinize aspects affecting intentions to use online food delivery services during covid-19 outbreak in jabodetabek area. the research applied theory of reasoned action (tra) that integrated perceived trustworthiness, perceived relative advantage, perceived risk and attitude toward using to give insights on factors affecting consumers’ intention when using online food delivery services. data collection was conducted by quantitative, non-probability, purposive sampling methods. the research instrument was online questionnaires that were spread out to all people who had experienced using online food delivery services at least once, during covid-19 outbreak (feb-may 2020). in total, there were 127 valid returned questionnaires used to analyze data variables using pls-sem method through smart-pls 2.0 m3 software. the results find out that perceived trustworthiness, perceived relative advantage, and perceived risk positively affect consumers’ attitudes toward using online food delivery service. perceived trustworthiness and attitude toward using positively affects intention to use online food delivery services. however, perceived risk negatively affects intention to use online food delivery services during covid-19 outbreak in jabodetabek area. keywords: consumer intention, online services, food delivery services i. introduction for the past few months, starting in february 2020, indonesia has been overwhelmed by the outbreak of covid-19 which the world health organization (who) has named a pandemic (“coronavirus confirmed as pandemic”, 2020). the outbreak started to appear in wuhan, china with a total of 75.465 cases as of 20 february 2020 (who, 2020). within several months, it spread out to other countries around the world, such as south korea, japan, italy, including indonesia. as of 3 september 2020, statistics revealed the largest number of incidents and the highest number of death in the united states of america, which were 6.290.737 and 189.964 consecutively (“countries where covid-19”, 2020). on the same date, indonesia reached 184.268 positive cases and 7.750 death cases. hence, the case fatality rate (cfr) has been 4,20% which is considered high compared to america having the highest number of deaths (figure 1). figure 1 number of covid-19 cases in indonesia as of 3 september 2020. source: “countries where covid-19” (2020) due to rapid increase in the number of infected people, who and indonesian government urges the society to conduct physical distancing and selfquarantine (who, 2020). these methods were expected to reduce the number of cases and flatten the curve. as result of this policy, many people will just stay at home. schools, colleges, universities, and offices have been suggested to conduct the activities through digital platforms (online). shopping malls and fitness centers have been closed for several weeks 2 the winners, vol. 22 no. 1 march 2021, 1-14 as well. hence, people will rarely go outside and do outdoor activities unless there is urgency. it is truly a new phenomenon especially in jakarta which is considered as a highly populated city. consequently, people are starting to look for necessities through online platform as well, including to purchase food, drink, and other groceries. digital platforms have helped people in doing their jobs and other activities. along with the penetration of internet, mobile phone and laptop or personal computer (pc) have become part of daily life. information technology (it) has become human’s best friend. it encompasses other information distribution technologies such as television and telephones. mobile application is one of the products that involves information technology. smart mobile devices have been rising over the past few years due to the aggressive increment of mobile applications. mobile devices play essential role in daily life. according to kim, wang, and malthouse (2015), the ways of how customers relate with a product or label have changed due to the speedy acceptance of smartphones and expansion of mobile applications (“app” or “apps” henceforward). in indonesian market, it has been revealed that gojek is the only application from indonesia that is in the top 10 ranks with the highest number of active monthly users (andriani, 2019). there are two big names when talking about mobile online application which provide on-demand services. the first one is gojek and the second one is grab. the research focuses on online food delivery services in general, with highlights of gofood and grabfood as the two biggest providers. gojek was first known as ride-hailing services established in 2010 in indonesia. five years later, gojek launched new services such as gosend, goshop, and gofood. currently, gojek has been known as a superapp providing around 18 different kind of services. it has also been operating in southeast asia including vietnam, singapore, thailand, and philippines. in fact, it is considered as the first decacorn company in indonesia (gojek, n.d-a). gojek has one feature called gofood which offers online food delivery services. it helps people get food from selected restaurants or merchants registered on the application. the users can narrow down their food selection by filtering some factors such as location, merchant’s rating, promotion, type of food, operational time, favoritism (best-selling product), and price. by using the application, users can enjoy the food they desire, and know the position of the driver as it gives estimated time arrival (eta). furthermore, users can easily and comfortably pick the food they crave for without worry and hassle. the mobile app interface can show live location of the driver and status of the food ordered. thus, it gives the users confidence and comfort. besides, gofood also provides e-wallet payment method that connects to gopay for easier cashless transaction. (gojek, n.d.-b). in january 2020, go-food has launched four new features, which include gofood pickup, gofood turbo, gofood plus and collaboration with google assistant (“luncurkan 4 inovasi sekaligus”, 2020). gofood pickup is a service where the consumer can pick up the food directly at the merchant without queueing. meanwhile, gofood turbo guarantees that the food will be delivered in super-fast time. consumers may also order multiple menus from different merchants in one order. the last new service is gofood plus, which offers subscription method for users to get more discounts and enjoy various food at affordable prices (“luncurkan 4 inovasi sekaligus”, 2020). this marks gofood’s breakthrough in setting new standards in pampering customers with a superfast, easy, and economical culinary experience. on the other hand, grab has also launched four new services. the first one is a take away service take by yourself. the feature basically provides an estimated time of taking the order and a notification to inform users that the order is ready to be picked up. scheduled order is the second useful feature for certain events to set grabfood order times. orders can be made from two hours or even two days in advance to be later sent to the selected location. the third feature is scheduled order equipped with multi-order feature whose function is to add variety to dishes, so consumers can choose up to four restaurants at the same time. lastly, order with friend allows up to seven people to have one order at once via one digital link. one customer can simply send to six other people, so they are able to add favorite menus in each user’s grab app (astutik, 2020). previously, the customer’s love for gofood services has been proven by 50 million transactions recorded every month in southeast asia. a research results indicate that 84% of people using more than one food-delivery application consider gofood to offer the best service in indonesia, which is far higher than the industry average (39%). the research also reveals that 83% of the people also consider gofood services to be user friendly, far superior to the industry average (44%); and 79% of respondents considers gofood to be the fastest food delivery services, which is also way higher than the industry average that only reached 41% (arifin, 2019). furthermore, based on statista (2020b), gofood has become the market leader, followed by grabfood, compared to other online food delivery providers (figure 2). according to nielsen in jayani (2019), gofood has been leading the industry. therefore, it shows that gofood has been popular and successful in penetrating indonesia market (izzati, 2020; hidayatullah et al., 2018; handi, hendratono, purwanto & ihalauw, 2018). interestingly, it is found that gofood has seen a jump in transactions during covid-19 pandemic in recent months as most people dine at home. according to gojek chief food officer, catherine hindra sutjahyo, at the beginning of may 2020, gofood got a 10% rise in transactions relative to the end of april 2020. she has also added that some snacks merchants 3factors affecting consumers’..... (rano kartono; jane kartika tjahjadi) record a jump of 30%. the phenomenon of people buying more food from home has driven several small and medium-sized food retailer members to move from offline selling to complete online selling (“gofood sees double-digit”, 2020). grab indonesia has also revealed five changes in indonesian consumer habits during the corona pandemic. one of them is online food shopping. the data is obtained from grab analytics research by comparing the data in march 2020 and october 2019. during this pandemic, grabfood transactions has risen by 4%, while the amount of food ordered in a single order (basket size) has increased around 7% (kholisdinuka, 2020). figure 2 the usage share of online food delivery in indonesia (%). source: statista (2020a) people using online food delivery services during covid-19 is simply because they cannot go out. it is important to see how this outbreak affects the business. as many people stay at home due to social distancing, they tend to order food via online applications more often than they did before the pandemic. some components might emerge in the consumers’ mind since the food goes through several steps before finally getting delivered. hence, the research would like to include several variables such as perceived trustworthiness, perceived relative advantage, perceived risks, and the relationships of those three with attitude toward using and intention to use. moreover, attitude is called an evaluative reaction to instrumental behaviors that represents a propensity to respond in a manner beneficial or unfavorable to a specific activity (hwang, lee, & kim, 2019). the creation of intention to use is established when a customer has pleasant experience over a product and/ or service (hwang, lee & kim, 2019). the research adopts theory of reasoned action (tra) and other additional external variables. the research collects all variables namely perceived trustworthiness, perceived relative advantage, perceived risk, and attitude toward using, as the elements that may affect consumers’ intentions to use online food delivery services. therefore, it is crucial for online food delivery services providers to have those variables to satisfy the needs of the consumers with the finest service. hence, the research aims to observe the factors affecting consumers’ intention to use online food delivery services during covid-19 outbreak in jabodetabek area. most organizations in all fields of business, trade, non-profit, and government now profoundly rely on their information technology (it) and information systems (is). the growing omnipresence of smart connected apps opens up possibilities for innovative goods and services, more operating efficiencies and different forms of markets and business model. strategic information systems are designed to boost productivity by modifying the structure or behavior of the commerce. in addition, maintenance by supervisors and coordination between company strategy and information systems (is) policy are demanded to gain an emulous benefit through the tactical usage of it (kitsios & kamariotou, 2016). moreover, technology and information systems play ever-greater roles in environmental organizations today (rahro & soleymani, 2017). the theory of reasoned action (tra) is used to analyze the acceptability actions of consumers and recognize critical elements in obtaining the highest advantages of information technology (venkatesh, morris, davis & davis, 2003). according to oni, oni, mbarika and ayo (2017), the theory indicates that the intention to conduct actions will be decided by attitude towards conduct and subjective norms, rendering it a behavioral aim that defines real behavior rather than attitudes. in circumstances where an individual sets their own manner, and is introspective for it, tra can be applied to forecast actions. tra indicates that behavioral purpose shapes human actions, from which behavioral purpose is created from a mixture of two components: attitude towards behavior and subjective norm. tra puts attention on the structures of theories which involves the desirable aspects of an individual as contributing factors of the possibility in showing certain behavior. tra assumes that behavioral intent is the best forecaster of behavior, under which attitude toward the behavior becomes one of the determinants (montano & kasprzyk, 2015). for some reasons, to embrace electronic services, trust is an essential element as it derives from some experiences (fakhoury & aubert, 2015). trust has been discovered as a critical research subject in the online world as it is a major determinants of online transaction decision-making. the number of consumers of cell phones for purposes of company communication has been increasing. thus, it is important to give trust not only to online business practitioners, but also to those mobile commerce users (nilashi et al., 2015). nilashi et al., (2015) argue that to gain trust from consumers, one of the essential steps is by providing the trust itself in mobile software. in order to conquer consumers’ perceptions of insecurity, doubt, and risk, 4 the winners, vol. 22 no. 1 march 2021, 1-14 trust is a vital component in application consumption and usage. however, a user’s confidence in a mobile device can be subjective. the expansion of relative advantage may include increasing the performance and benefits, as well as lowering the organization’s operational expenditures (chen & zhang, 2016). online food delivery services can be certainly recognized and relied on if the services are able to provide and boost efficiency and profitability as well as to reinforce the firm’s competitiveness (chen & zhang, 2016). hence, the intensity of the usage depends on the level of relative advantage. someone’s decision to install an application can be affected by many aspects. one of them is perceived risk whose theory has been utilized to explain consumers’ behavior since 1960s. moreover, they have also discovered six categories of risk namely monetary, product efficiency, emotional, period or comfort loss, public, and material. in online environments, perceived risk is correlated with both financial transactions and the commodity itself (sullivan & kim, 2018). according to hamari (2015), there is a robust constructive relationship between attitude toward using and intention to use. he claims that attitude is generally considered as a huge contributing factor for intention to use. lada, tanakinjal, and amin (2009) argue that the values underlying a person’s behavioral attitude are called behavioral values. they have also proved that attitude is positively related to the intention to use. in addition, al-hujran et al. (2015) also find that intention to use is directly and positively influenced by attitude. an individual with a favorable attitude toward an activity would be more likely to respond in a specific way (rezaei et al., 2016c). despite that, it is evident that mindset has a strong association despite behavioral intent (yeo, goh, & rezaei, 2017). tra is mostly used for research in the information systems to analyze the acceptability actions of consumers and recognize critical elements in obtaining the highest advantages of information technology (venkatesh et al., 2003). moreover, the theory also believes that behavioral intent is the best indicator of behavior, under which behavioral mood is one of the determinants (montano & kasprzyk, 2015). hence, the hypothesis are tested. several previous research have tested the correlation between perceived trustworthiness and attitude toward using. ayeh (2015) discovers that perceived trustworthiness positively propels attitude toward using. therefore, it is projected that perceived trustworthiness has positive relationship with the consumers’ attitude in using online food delivery services. hence, the hypothesis will be: hypothesis 1: perceived trustworthiness positively affects consumers’ attitudes toward using online food delivery services during coronavirus outbreak in jabodetabek. according to van deventer et al. (2018) and lin (2011), it is noticed that perceived relative advantage of mobile banking indirectly affects the user’s behavior intention to use, via attitude toward using. therefore, it is predicted that perceived relative advantage has positive relationship with the consumers’ attitude in using online food delivery services. hence, the hypothesis will be: hypothesis 2: perceived relative advantage positively affects consumers’ attitudes toward using online food delivery services during coronavirus outbreak in jabodetabek. according to yang, park, and park (2007), consumers’ attitudes are negatively affected by social risk. hence, the hypothesis will be: hypothesis 3: perceived risk negatively affects consumers’ attitudes toward using online food delivery services during coronavirus outbreak in jabodetabek. fakhoury and aubert (2015) report that perceived trustworthiness has a beneficial impact on the determination to utilize e-government services. this is also corroborated by wibisono et al. (2016) on their research of gojek application. hence, the hypothesis will be: hypothesis 4: perceived trustworthiness positively affects consumers’ intentions to use online food delivery services during coronavirus outbreak in jabodetabek. many findings have confirmed that perceived risk has negative impact on intention to use. according to harris, brookshire, and chin (2016), perceived risk has negative impact on consumers’ intention to use an application. it is also verified by sullivan and kim (2018) that perceived risk is negatively associated with repurchase intention. hence, the hypothesis will be: hypothesis 5: perceived risk negatively affects consumers’ intentions to use online food delivery services during coronavirus outbreak in jabodetabek. many findings have confirmed that attitude toward using constructively affects the behavioral intention to use. lin (2011) proves the finding for his research on mobile banking. hence, the hypothesis will be: hypothesis 6: attitude toward using positively affects consumers’ intentions to use online food delivery services during coronavirus outbreak in jabodetabek. in conclusion, so far, the literature review reveals that elaboration on this model, which is to know the correlation between perceived trustworthiness, perceived relative advantage and perceived risk with attitude toward using and consumers’ intention to use online food delivery services, especially during extraordinary circumstaces like coronavirus outbreak, has not been available yet. thus, the research come up with this idea to go into detail and assess the model depicted in figure 3. 5factors affecting consumers’..... (rano kartono; jane kartika tjahjadi) ii. methods the research design is a quantitative method, where the research focuses on a group of individuals with a criterion of those who have used online food delivery services at least once, during covid-19 outbreak which started in february 2020. the research is a descriptive study, which according to sreejesh et al., (2014), aims to illustrate the traits and conduct of several substances, incidents, individual or group as well as the correlation between variables and produce certain predictions. the research also aims to uncover the association between variables such as perceived trustworthiness, perceived relative advantage, perceived risk on attitude toward using and attention to use. thus, it can help to find the market and understand the customer better. the research uses survey as the strategy for research. a survey is a study mechanism, which is utilized to collect information from a bunch of people as samples by using a questionnaire (sreejesh et al., 2014). the implementation of surveys usually aims to acquire primary data. the survey is conducted online as it is not possible to distribute it physically (offline) due to physical distancing. it is distributed to respondents who have used online food delivery services at least once during covid-19 outbreak, which started in february 2020, while the data collection period started at the end of june 2020. the analysis uses main datagathering process, where primary data is obtained from online questionnaires distributed to respondents in jabodetabek area, who have used online food delivery services for at least once, during covid-19 outbreak starting in february 2020. the purpose of using questionnaires is to gather substantial amount of data (sekaran & bougie, 2016). four specific forms of scales are available: 1) proportional; 2) interval; 3) ratio; and 4) ordinal. in this case, it is unlikely to catch the entire image with only one for all attitude-scale queries since it involves human’s attributes. several levels have been formed to calculate personal characteristics, for example from most agreeable to least agreeable (sreejesh et al., 2014). one of the examples of this type of scale is likert, which would be used in the research. the most popular format of likert that usually appears on textbooks are the 5or 7-point (malhotra & peterson, 2006). in the research, the likert scale examines how strong the subjects agree or disagree with statements on a five-point scale: 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, and 5 = strongly agree. population is defined as a group of people that will be studied for research (smith & albaum, 2012). in the research, the population is online food delivery services users in jabodetabek. a sample is a subset, or some part, of a larger population. the sample of the research are people living in jabodetabek who have used online food delivery services at least once during covid-19 outbreak (starting from february 2020). the research will have 5 × 24 (number of indicators) = 120 respondents. the research applies non-probability sampling purposive sampling since the researcher sets specific criteria of respondents, which is: the consumer has to use the online food delivery services at least once during covid-19 outbreak (feb-may 2020). therefore, the samples are aligned with the research objectives to solve the research problems. structural equation modelling (sem) is to test the hypothesis, commonly used in marketing and management research to analyze causal relationship (hair et al., 2011). operationalization of variables explains the dependent variable, the mediating, and the independent variable. the independent variables are perceived trustworthiness, perceived relative advantage, and perceived risk. meanwhile, attitude toward using becomes the mediating variable, and intention to use becomes the dependent variable. the operationalization of the variables can be seen in table 1. figure 3 research model source: author (2020) 6 the winners, vol. 22 no. 1 march 2021, 1-14 table 1 operationalization of variables variable item code indicator source perceived trustworthiness pt 1 security al-hujran et al. (2015) pt 2 pt 3 reliable munoz-leiva et al. (2017) pt 4 pt 5 trustworthy al-hujran et al. (2015); munoz-leiva et al. (2017).pt 6 perceived relative advantage pra 1 efficient chen & zhang (2016) pra 2 pra 3 cost-saving pra 4 pra 5 helpful izuagbe, hamzat, & joseph (2016), wang, meister, & wang (2008)pra 6 pra 7 effective wang, meister, & wang (2008) pra 8 pra 9 increment in productivity pra 10 perceived risk pr 1 insecure transaction koenig-lewis et al. (2015). pr 2 pr 3 private data leakage pr 4 pr 5 risky pr 6 pr 7 mishandling forsythe, liu, shannon, & gardner (2006) pr 8 pr 9 wrong delivery pr 10 pr 11 complicated pr 12 attitude toward using atu 1 positive feeling shin (2008) atu 2 atu 3 appealing atu 4 atu 5 enjoy/pleasant lada et al., (2009), shin (2008), venkatesh et al., (2003)atu 6 atu 7 fun venkatesh et al., (2003) atu 8 atu 9 interesting atu 10 intention to use itu 1 accessibility munoz-leiva, climent-climent, & liébana-cabanillas (2017), agrebi & jallais (2015)itu 2 itu 3 frequency agrebi & jallais (2015) itu 4 itu 5 loyalty koenig-lewis et al., (2015), munozleiva, climent-climent, & liébanacabanillas (2017).itu 6 itu 7 lifestyle (habit) oliviera, thomas, baptista, & campos (2016)itu 8 itu 9 reference/ recommendation shin (2008) itu 10 source: author (2020) 7factors affecting consumers’..... (rano kartono; jane kartika tjahjadi) in selecting assessment methods, validity and reliability are two vital aspects that should be noticed. validity refers to the capability of research sample to yield meaningful findings for the scholar, meanwhile reliability relates to the accuracy of which tests for the same or similar groups are obtained under constant estate. factors such as the option of questionnaire type, measurement procedures, scaling strategies, expertise, and preparation of the researchers influence the accuracy of the results in a questionnaire. the underlying pros and cons of the chosen survey technique are also associated (sreejesh et al., 2014). the quality of research kits is verified through validity and reliability tests (kokanuch & tuntrabundit, 2017). the conduct of validity test aims to evaluate how effective the mechanism being built can quantify the term to be tested (sekaran & bougie, 2016). there are several types of validity tests to be applied. the research utilizes construct validity that refers to the degree to which a set of variables reflects the object to be evaluated. some projections are generated based on the design of theories to determine the validity of the model, while these prognoses are checked to confirm the validity of the mechanisms (souza, alexandre, & guirardello, 2017). convergent validity and discriminant validity are the components of construct validity. convergent validity is the test to assess the degree of similarity between different measures of the same form that are settled upon. the indicator load factor, composite reliability (cr) and the derived average variance extracted (ave) must be considered to create convergent validity. on the contrary, discriminant validity refers to the degree to which the model objectively varies analytically from each other. the level of discrepancies between the intersecting items is also gauged (ab hamid, sami, & sidek, 2017). the validity check is performed with appropriate parameters on smart pls program version 2.0 m3 with valid criteria if the average variance extracted (ave) of each model is equivalent to 0,5 or higher (hair jr., sarstedt, hopkins, & kuppelwieser, 2014). following the validity test, reliability test is implemented, after all substances have been announced legitimate through validity test. reliability is primarily referred to cohesion, internal steadiness, and correspondence of a degree (souza et al., 2017). in pls-sem, the amounts are ordered based on the single reliability of their indicators having range from 0 to 1, where greater rate signifies greater reliability (hair et al., 2014). the cost for outer loading must be larger than 0,70 (hulland, 1999) and would be recommended for exclusion after extracting the outer loading predictor between 0,40 and 0,70 as it leads to improved composite stability and removed average variance (hair et al., 2014). conversely, as stated by hair, ringle & sarstedt (2011), elimination should be done if the outer loading indicator is less than 0,40. a generally acceptable standard for composite reliability is 0,7 or higher (hair et al., 1998). indicator loadings will be higher than those of all cross loads (hair et al., 2011). for exploratory research, the acceptable value for cronbach’s alpha is above 0,6 (latan & ghozali, 2012). iii. results and discussions the primary data gathering is conducted by spreading the online questionnaires using google forms. data collection period is at the end of june 2020 with a target of 120 respondents. after a week, there are 131 questionnaires returned. after running a validity test, four invalid questionnaires are taken out from the research data. as a result, with 127 respondents left, the responses rate is at 97%. the respondents come from different backgrounds, age groups, occupations, and gender. based on table 2, it can be concluded that majority of online food delivery users are females. table 2 profile of respondents by gender demographic characteristics categories number of respondents % gender male 53 42% female 74 58% source: author (2020) based on table 3, majority of online food delivery services users are generation z and y. it shows that younger generations are more tech-savvy and practical as they tend to use technology to get things done, including to buy food and beverages. this is also aligned with the conclusion from karakas, manisaligil and sarigollu (2015) which express that generation y (millennials) and generation z have strong digital literacy which makes them inclined to socialize and learn on the internet, ingest, and generate digital content. table 3 profile of respondents by age group demographic characteristics categories number of respondents % age <20 years old 0 0,00% 21-30 years old 71 55,91% 31-40 years old 30 23,62% 41-50 years old 8 6,30% >50 years old 18 14,17% source: author (2020) 8 the winners, vol. 22 no. 1 march 2021, 1-14 meanwhile, the number of users who are older than 40 years old, considered as older generations (generation x and baby boomers) are only 20%. as not all of them are tech-savvy, thus they tend to choose traditional platform to get their food and beverages, such as cook or go to the supermarket or restaurant by themselves. table 4 profile of respondents by occupation demographic characteristics categories number of respondents % occupation student 1 1% freelancer 6 5% entrepreneur 34 27% employee 76 60% housewife 6 5% professional 4 3% source: author (2020) table 4 depicts that majority of the online food delivery users are employees, with a total of 60% from total respondents. it makes some sense that employees are not as flexible as entrepreneurs and the others since they are tied up with work and limited time. they are tied down by the working hours which sometimes makes them work overtime. therefore, they need practical services that can help them in getting their food and beverages. table 5 type of order profiling characteristics categories number of respondents % type of order heavy food 55 72% beverages 12 16% snacks 9 12% source: author (2020) table 5 describes that majority of the online food delivery users usually order for heavy food instead of beverages and snacks. this is common as people tend to look for heavy food to fulfill their stomachs. table 6 order time profiling characteristics categories number of respondents % order time in the morning (7-11 am) 3 4% in the afternoon (12-3 pm) 35 46% in the evening (above 3 pm) 38 50% source: author (2020) table 6 describes that majority of food delivery service users usually order the food in the evening (above 3 pm) where they tend to be sleepy and lethargic, thus they need to get their concentrations back by eating some heavy food. it can also be concluded that they might order food for dinner. validity test is needed to determine whether all indicators used are valid before testing the hypothesis. table 7 provides a description of the findings of each questionnaire element on the validity test. there are two types of validity tests: convergent validity and discriminant validity. convergent validity is related to the principle that there should be a high correlation between the measures of a construct. convergent validity test with reflective indicator using smart pls 2.0 m3 software can be seen from the meaning of the load factor of each indicator of the construction (latan & ghozali, 2012). average variance extracted (ave) may be used to test convergent validity. convergent validity would be satisfied if the average variance extracted (ave) is greater than 0,5 (hair jr et al., 2014). for the factor loading, it should be equal to or greater than 0,70, then the assumption of convergent validity may be satisfied (hulland, 1999). the findings of validity checking are exposed in table 7 and table 8. table 7 convergent validity test result variables items factor loading average variance extracted (ave) pt pt 1 0,842 0,743 pt 2 0,845 pt 3 0,844 pt 5 0,873 pt 6 0,905 pra pra 6 0,786 0,699 pra 7 0,825 pra 8 0,873 pra 9 0,859 pr pr 2 0,788 0,623 pr 3 0,837 pr 4 0,853 pr 7 0,735 pr 11 0,724 atu atu 1 0,802 0,642 atu 2 0,775 atu 5 0,810 atu 6 0,890 atu 7 0,720 itu itu 5 0,872 0,748 itu 6 0,923 itu 9 0,795 source: author (2020) 9factors affecting consumers’..... (rano kartono; jane kartika tjahjadi) table 8 discriminant validity test result atu itu pra pr pt atu 0,801 itu 0,613 0,865 pra 0,531 0,383 0,836 pr -0,614 -0,430 -0,350 0,789 pt 0,584 0,486 0,257 -0,626 0,862 source: author (2020) reliability test is needed to determine whether all of the indicators used are reliable before testing the hypothesis. for exploratory research, the acceptable value for cronbach’s alpha is above 0,6 (latan & ghozali, 2012). meanwhile, for composite reliability, the general acceptable standard is 0,7 or higher (hair et al., 1998). table 9 provides a description of the findings of each questionnaire element on the reliability test. the composite reliability of each variable is greater than 0,7 and the cronbach’s alpha of each variable is also higher than 0,6. hence, the reliability assumptions are fulfilled for each construct in the research. table 9 validity test result based on questionnaires variables items cronbach's alpha composite reliability pt pt 1 0,914 0,935 pt 2 pt 3 pt 5 pt 6 pra pra 6 0,859 0,903 pra 7 pra 8 pra 9 pr pr 2 0,849 0,891 pr 3 pr 4 pr 7 pr 11 atu atu 1 0,859 0,899 atu 2 atu 5 atu 6 atu 7 itu itu 5 0,823 0,899 itu 6 itu 9 source: author (2020) inner model depicts the connections between the latent structures (hair et al., 2011). to assess the structural model with pls, it begins by looking at the value of r-squared for each endogenous latent variable as the predictive power of the structural model. a large r-squared meaning can be seen from a predictor with a strong collinearity in the pls-sem (latan & ramli, 2013). the impact of such exogenous latent variables on which endogenous latent variables have significant effects can be clarified by shifts in the meaning of r-squared (latan & ghozali, 2012). it can be inferred that the r-squared values of 0,75, 0,50, and 0,25 shows that the model is strong, moderate, and weak, respectively (hair et al., 2011). pls r-squared tests indicate the sum of build variance described by the formula. another pls’ dynamic inner model is path coefficient that may be represented as uniform beta coefficients of ordinary square least regression. much as with the weights and loadings of the markers, the importance of increasing path coefficient may be measured using a bootstrapping method (hair et al., 2011). table 10 portrays the coefficient of determination – r-squared values which determine a model’s degree of fit, representing different endogenous variable to be clarified by exogenous variables. table 10 r-squared values variables r-squared atu 0,548 itu 0,401 source: author (2020) the r-squared value of perceived trustworthiness (pt), perceived relative advantage (pra), and perceived risk (pr) towards attitude toward using (atu) is 0,548. it can be inferred that the total variance of attitude toward using (atu) is 54,8% explained by perceived trustworthiness (pt), perceived relative advantage (pra), and perceived risk (pr), while the remaining of 45,2% is explained by other variables. thus, it is considered as moderate. besides, r-squared value of perceived trustworthiness (pt), perceived relative advantage (pra), and perceived risk (pr) towards intention to use (itu) is 0,401. it means that the total variance of intention to use (itu) is 40,1% explained by perceived trustworthiness (pt), perceived relative advantage (pra), perceived risk (pr), and attitude toward using (atu), and the remaining of 59,9% is explained by other variables. thus, it is considered as weak. after testing the validity and reliability, the next step is testing hypothesis to see the impact of the independent variable and the dependent variable and how a shift of the mediating variable mediates the 10 the winners, vol. 22 no. 1 march 2021, 1-14 influence of the independent variable on the result. the hypothesis testing result can be seen at table 11 which shows effects, coefficient, standard deviation, t statistics, and conclusion/result. bootstrapping is utilized to evaluate the implication of the path coefficient. the research interprets the hypothesis by equating t-statistic to critical value (1,96), from which h0 is either dismissed or not dismissed on this basis. therefore, if the absolute t-statistic > critical value (1,96), h0 is rejected. meanwhile, if the absolute value of t-statistic < critical value (1,96), h0 is not rejected. figure 4 depicts measurement model along with coefficient in each path. iv. conclusions the research aims to examine the relationship between perceived trustworthiness, perceived relative table 11 hypothesis testing results hypotheses effects coefficient standard deviation t statistics result 1 perceived trustworthiness  attitude toward using 0,307 0,080 3,866 accepted 2 perceived relative advantage  attitude toward using 0,347 0,065 5,358 accepted 3 perceived risk  attitude toward using -0,299 0,087 3,422 accepted 4 perceived trustworthiness  intention to use 0,192 0,092 3,763 accepted 5 perceived risk  intention to use -0,004 0,100 1,532 rejected 6 attitude toward using  intention to use 0,499 0,084 5,918 accepted source: author (2020) figure 4 measurement model source: author (2020) advantage, and perceived risk with attitude toward using and consumers’ intention to use online food delivery services, especially during extraordinary circumstances like coronavirus (covid-19) outbreak. this work allows the use of quantitative testing methods to collect and interpret data using smart pls 2.0 m3 (sem-pls) as a platform for data analysis. six hypotheses are being tested to evaluate whether each of these independent variables (perceived trustworthiness, perceived relative advantage, and perceived risk) has some influences on the attitude towards using and intention to use. first, the test result shows that perceived trustworthiness positively affects consumers’ attitudes toward using online food delivery services during coronavirus (covid-19) outbreak in jabodetabek area. thus, it is important to improve security, reliability and trust as they were proven to be able to help increasing consumers’ trust which later can bring 11factors affecting consumers’..... (rano kartono; jane kartika tjahjadi) positive effects on their attitude toward using. second, perceived relative advantage positively affects consumers’ attitudes toward using online food delivery services during covid-19 outbreak in jabodetabek. consumers feel the ease of using online food delivery services to make their jobs more manageable, effective and efficient. moreover it promotes cost-saving, so it affects consumers’ attitude toward using since the services provide convenience. third, the test result depicts that perceived risk negatively affects consumers’ attitudes toward using online food delivery services during covid-19 outbreak in jabodetabek. it is discovered that if consumers feel that the services are risky, they will not be comfortable to use them. hence, it will be better that online food delivery services providers raise their standard of hygiene by following the covid-19 protocol. it is found that perceived trustworthiness positively affects consumers’ intention to use online food delivery services during covid-19 outbreak in jabodetabek. the feeling of secure and trust about the online food delivery services makes customers tend to use them repeatedly. therefore, it is important for online food delivery services to keep improving their security and reliability to help them grow their trustworthiness which lead to customers’ intention to use. next, perceived risk has no negative influence on consumers’ intention to use online food delivery services during covid-19 outbreak in jabodetabek since h5 hypothesis is rejected. it turns out that even if perceived risk existed, consumers would not bother and would still intend to use the services. however, it is crucial for online food delivery services providers to mitigate the arising risks in terms of process, hygiene, and financial risks. finally, it is implied that attitude toward using positively affects consumers’ intention to use online food delivery services during covid-19 outbreak in jabodetabek. consumers feel comfortable, appealed, and interested in using the online delivery services. as a result, they intend to keep using the services in the future. hence, it is essential for online food delivery services providers to maintain consumers’ attitude toward using to be positive as always. based on the results, the research have come up with some recommendations for online food delivery providers. it is advised for the online food delivery services providers to offer security, reliability and trustworthiness by enhancing the security of the application, in terms of privacy data and financial security. this aims to maintain the trustworthiness level of consumers since it positively relates to attitude toward using and intention to use. moreover, since perceived risk also positively affects consumers’ attitude toward using, it is important to make sure that consumers always get the best experiences. in order to mitigate risks and improve hygiene and security, online food delivery services should also give socialization to the food and beverage providers and drivers to be cautious and stay hygienic in terms of packaging, cooking, and delivery process. they may also do some investigations, to ensure that merchants and drivers follow the health protocol. delivery service providers need to boost promotions, especially in the evening since it is the prime time that consumers usually use the services. consumers agree that online food delivery services have brought perceived relative advantage to their lives by helping to get their things done more easily. furthermore, it also positively affects their attitude toward using the services. therefore, it is suggested that providers can keep improving the services in terms of timeliness (delivery time) and by giving loyalty points of rewards to consumers every time they use the services. the research may have some limitations as the respondents are only people living in jabodetabek. moreover, the survey is conducted during coronavirus outbreak only, so it may have limited scope. the respondents are surveyed through online questionnaires. in the future, other studies may enlarge and obtain in-depth information if they adopt qualitative method. the research have five variables, so it will be more helpful if future research can also include other different elements of online food delivery services and human behavior to investigate the vital aspects that may alter consumers’ intention to use some services. consequently, future research may expand their coverage to other areas as well, for example big cities in indonesia to capture greater perceptions and understand the consumers’ behavior due to broader backgrounds, cultures, and habits. besides, the questionnaires can also be used, developed, and elaborated for future research. references ab hamid, m. r., sami, w., & sidek, m. m. 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(2017). consumer experiences, attitude and behavioral intention toward online food delivery (ofd) services. journal of retailing and consumer services, 35, 150-162. https://doi.org/10.1016/j.jretconser.2016.12.013. microsoft word 08_anneta-edit 66 journal the winners, vol. 13 no. 1, maret 2012: 66-79 antecedents of organizational citizenship behavior analysis and its impact toward organizational effectiveness on a fruit ice cream manufacture annetta gunawan; natalia management department, school of business management, binus university jl. k. h. syahdan no. 9, palmerah, jakarta barat 11480, indonesia annetta_gunawan@binus.ac.id abstract to achieve organizational effectiveness, every company needs not only qualified human resources, but also employees who perform organizational citizenship behavior (ocb), which is influenced by individual internal factor i.e. big five personality and its external factor i.e. job satisfaction and organizational commitment. pt harapan surya lestari also needs employees with high ocb level to maintain the sustainability of the company. the purpose of this research is to analyse the effects of big five personality, job satisfaction, and organizational commitment of the employees to organizational citizenship behavior and its impact toward organizational effectiveness on pt harapan surya lestari (hsl). the method used in the research is path analysis. the data is obtained from questionnaire disseminated to all the employees of pt hsl in order to measure the level of big five personality, job satisfaction, and organizational commitment of the employees and organizational effectiveness from the perception of each employee, using likert scale. results from the data analysis obtained structural equations y = 0,240 x1 + 0,166 x2 + 0,502 x3 + 0,6671 ε1 where simultaneously big five personality, job satisfaction, and organizational commitment contribute significantly to organizational citizenship behavior of 55,5% and z = 0,461 x2 + 0,374 y + 0,6921 ε2 where simultaneously job satisfaction and organizational commitment contribute significantly to organizational effectiveness of 52,1%. keywords: big five personality, job satisfaction, organizational commitment, organizational citizenship behavior, organizational effectiveness abstrak untuk mencapai efektivitas organisasi, setiap perusahaan tidak hanya membutuhkan sumber daya manusia yang berkualitas, tetapi juga karyawan yang melakukan perilaku warga organisasi (pwo), yang dipengaruhi oleh faktor internal individu yaitu kepribadian lima besar dan eksternal faktor tersebut yaitu kepuasan kerja dan komitmen organisasi. pt harapan surya lestari juga membutuhkan karyawan dengan tingkat pwo tinggi untuk mempertahankan keberlanjutan perusahaan. tujuan penelitian ini adalah untuk menganalisis efek dari lima besar kepribadian, kepuasan kerja, dan komitmen organisasi dari karyawan untuk perilaku kewarganegaraan organisasi serta dampaknya terhadap efektivitas organisasi pada pt harapan surya lestari (hsl). metode yang digunakan dalam penelitian ini adalah path analysis. data diperoleh dari kuesioner yang disebarkan kepada semua karyawan pt hsl untuk mengukur tingkat komitmen lima kepribadian, kepuasan kerja, dan komitment organisasi karyawan dan efektivitas organisasi dari persepsi masing-masing karyawan, menggunakan skala likert. hasil dari analisis data diperoleh persamaan struktural y = 0,240 x1 + 0,166 x2 + 0,502 x3 + 0,6671 ε1 di mana secara simultan kepribadian lima besar, kepuasan kerja, dan komitmen organisasi memberikan kontribusi yang signifikan terhadap perilaku warga organisasi sebanyak 55,5% dan z = 0,461 x2 + 0,374 y + 0,6921 ε2 di mana secara simultan kepuasan kerja dan komitmen organisasi memberikan kontribusi signifikan terhadap efektivitas organisasi sebanyak 52,1%. kata kunci: lima besar kepribadian, kepuasan kerja, komitmen organisasi, perilaku warga organisasi, efektivitas organisasi antecedents of organizational..... (annetta gunawan; natalia) 67 introduction every organization or company tends to find and obtain qualified and competitive human resources in order to fill organizational structure that has been set, so that the expected work results will be obtained. more than that, company also needs people who want to do things beyond their formal duties for organization without receiving more rewards in order to support the company to survive in competition and achieve success. this kind of employee behavior is called organizational citizenship behaviour (ocb). ocb is an extra role behavior that is appreciated when performed by employee, even though it’s not described formally, as it increases the effectiveness and the sustainability of the organization. employee behavior is the key to achieve effectiveness (ivancevich et al., 2007). organizational effectivity is the extent to which an organization succeeded in utilizing the existing resources optimally as an effort to achieve its purpose or goal while avoiding tension among its members as much as possible. one way to achieve the organizational effectiveness is by employing people who perform ocb. according to organ in yen and niehoff, a higher ocb level will result in higher effectiveness level for organization and will help bring new resources into the organization. in investigating the causes of individual behavior, in this case is ocb, internal and external factors of the individual should be considered. one of the internal factors is personality variable that is viewed from big five factors (big five personality), while external factors include work attitudes that consists of job satisfaction and organizational commitment. it is also based on ocb theory that was developed from disposition/ personality and work attitude (luthans, 2006, p251). whereas, according to robbins (2003), job satisfaction and organizational commitment are work attitudes that are considered in mostly organizational behavior research. pt harapan surya lestari (hsl) is a manufacturing company of instant drinks with different variants of taste. the company that was started to operate in 2001 and officially became a limited company (pt) in 2007, employs 113 permanent employees and 400 freelance labors. pt harapan surya lestari needs qualified employees with high ocb level so that the sustainability of the company can be maintained in order to face its competitors and unforeseen market condition. in fact, it is difficult to grow ocb within the employees. indisipliner actions that often happen are some evidences of the low quality work of the employees, especially about employees’ personality and mentality problems. generally, employees do not have self-initiative to work well; they have to be pushed by their superiors to be able to work better. from an observation, it is known that many employees come late and go home earlier. the targets of the duties frequently can not be achieved or finished on time. beside that, on working hours, they often do non job-related activities (playing games, playing facebook, smoking, chatting about topics not related to the work, etc). they do not feel responsible for office facilities, and there are still conflicts happened among the employees. moreover, fraud acted by employees ever happened for several times, that bring disadvantages material for the company, such as not giving the payment collected from distributors to the company and falsifying payment bills. the problem arising lately is less optimally employees’ work attitudes. this is mainly effected by the decreasing sales that causes the company to do retrenchment and cut unnecessary costs that affects the employees’ attitudes in working, where their work spirit drop and they no longer give optimal effort to the company. many employees become lazy, they even complain the management about the rewards and facilities they receive which are not as good as before. in addition, the company condition which is not convenient also makes managers and supervisors depressed. it influences their attitudes to become not as nice as usual to the employees, and finally it also impacts on the declining job satisfaction of the employees. 68 journal the winners, vol. 13 no. 1, maret 2012: 66-79 nevertheless, the employees of pt hsl are expected to still have commitment to their organization. until now, the level of employees loyality is high enough, proven by the low turnover level. but, there were still about 6% of the employees who resigned, although they were in good position when they resigned. and of course, it made the company lose human resources who actually contributed quite significantly for the company. from the explaination above, there are two purposes from this research. the first purpose is to know and to analyse how much big five personality, job satisfaction, and organizational commitment of the employees influence organizational citizenship behavior on pt hsl individually and simultaneously, while the second purpose is to identify and to analyse how much big five personality, job satisfaction, organizational commitment, and organizational citizenship behavior of the employees influence organizational effectiveness on pt hsl individually and simultaneously. big five personality personality is how people influence others and how they understand and see themselves, also how their measuring patterns of inner character and outer character measure trait and interaction between human-situation (luthans, 2006). meanwhile, according to ewen (2003), personality refers to important and relatively stable aspects of behavior. in this research, personality is viewed based on the big five personality that was developed by costa and mccrae (1992, 1998). greenberg dan baron (2003) defined big five as five basic dimensions of personality that are assumed to underlie many specific traits (robbins, 2003) as follows: (1) extraversion. this dimension includes someone’s interest level to relationships. extravert people tend to like to be incoporated in groups, be assertive, and be able to socialize. introvert people tend to be quiet, shy, and calm; (2) agreeableness. this dimension refers to an individual tendency to obey others. people who have high level of agreeableness are cooperative, warm, and easy to trust others. people with low rank in agreeableness are cool, not able to agree, and antagonistic; (3) conscientiousness. this dimension is a measure of reliability. people who are really sensitive to conscience, reliable, organized, credible, and persistent. they who have low rank in this dimension tend to be easily confused, not organized, and not reliable; (4) neuroticism. this dimension opens ways for the ability of an individual to survive from stress. people with positive emotional stability tend to be relaxed, confident, and safe. they who have highly negative score tend to be nervous, anxious, depressed, and unsafe; (4) openness to experience. this final dimension proposes a range of an individual interest and admiration towards new things. extremely extrovert people are creative, curious, and artistically sensitive. introvert people are conventional and find comfort in familiarity. attitude personality and attitude are complex cognitive processes. their difference lies in the fact that personality is thought as a whole human, while trait and attitude are thought as the shapers of personality (luthans, 2006, p236). work attitude is feeling, belief, and behavior tendency which are relatively stable to the various aspects of the job itself. most of organizational behavior researches concern about three work attitudes, i.e.: job satisfaction, job involvement, and organizational commitment (robbins, 2003). in this research, we only discuss about job satisfaction and organizational commitment. job satisfaction is the indivual level of satisfaction that they receive appropriate rewards of various aspects of job situation from the organizations where they work (tangkilisan, 2005). some job satisfaction factors are as follows: (1) the job itself. based on the job diagnostic survey, it is known that five characteristics related to job satisfacion for various jobs are skill diversity, task identity, essential duty, autonomy, and feedback giving; (2) fair salary or reward. by using fair theory of adams, people who receive salary too small or too big feel distressed; (3) promotion opportunity. antecedents of organizational..... (annetta gunawan; natalia) 69 someone can feel a large possibility to be promoted. this also can influence his job satisfaction; (4) supervision. functional relationship shows how much supervisor helps employee to satisfy their important job values. aggregation relationship is based on attractiveness interpersonal that has same basic attitudes and values. high job satisfaction level will be created if the two relationships are positive; (5) co-workers. job satisfaction will be created if there were appropriate amount of workers in one workspace, so that they can talk to one another (their social needs can be fulfilled). generally, cooperative co-workers or team members is the most simple source of an employee’s satisfaction. a good working team makes job fun, so that results in job satisfaction; (6) working environtment condition. companies need to provide bright and cool workspace, with equipments which are comfort to be used. in that condition, fulfilled physical needs will satisfy the employees. according to porter, steers, mowday, dan boulian (rabin, 2003), organizational commitment is the relative strength of an individual’s identification with and involvement in a particular organization. if job satisfaction shows an employee’s satisfaction to the job he does, then organizational commitment shows his satisfaction to the organization where he works. there are three dimensions of organizational commitment components according to mayer and allen: (1) affective commitment, which is an employee’s emmotional attachment, identification, and involvement in an organization. this emotional attachment is formed because he agrees with basic purposes and values of the organization, and understands for what the organization stands. people with high degree of affective commitment will choose to still stay in their organizations in order to support the organizations in achieving their missions; (2) continuance commitment, which is the commitment based on losses that might be occured if the employee resign from the organization. the longer an employee stays in an organization, the more unwilling he loses what he has already ‘invested’ in the organization for years, such as seniority, promotion opportunity, pension planning, and frienship with co-workers. people with high degree of continuance commitment will choose to still stay in their organization because they just do not want to take risks by losing those kinds of things; (3) normative commitment, which is the feeling about obliged to stay in the organization because it must be so; it is the right thing to do. the obligation to stay in the organization is caused by pressure from others. people with high degree of normative commitment really care about what others think if they resign from their organizations. that kind of employees feel hesitate to dissapoint their employers and afraid of being thought as irresponsible people if they resign. organizational citizenship behaviour organizational citizenship behaviour has been very famous in organizatiobal behavior since it was firstly introduced 20 years ago, with theoritical basis disposition/ personality and work attitude. the personality basic for ocb reflects an employee’s prediposition trait which is cooperative, helpful, care, and earnest. while the attitude basic indicates that an employee is involved in ocb in order to repay the organization (luthans, 2006). according to organ, organizational citizenship behaviour is discretionary behavior that is not included in an employee’s formal job requirements, even so it promotes effective functioning to the organization (robbins, 2003). van dyne et all proposed a construction of extra role behavior (erb), which is behavior that attempts to benefit the organization and that goes beyond existing role expectations (organ, 2005). ocb consists of five dimensions according to organ (purba dan seniati, 2004): (1) altruism, which is helping behavior to alleviate other’s work in an organization, for example help an unhealthy co-worker to do his work; (2) courtesy, such as helping co-workers to avoid problems related to their works by giving them consultation and information and appreciate their needs, or understanding and emphatizing even when be criticized; (3) sportsmanship, which is tollerating a situation that less than ideal in the workplace without complaining, such as participating in bearing the failure of a team 70 journal the winners, vol. 13 no. 1, maret 2012: 66-79 project that might be succeed by listening to members’ advice; (4) civic virtue, by participating in the organizational activities and caring about the existence of the organization, such as willing to represent the company for joint program; (5) conscientiousness, by doing things which give advantage to the organization, such as obeying rules of the organization and willing to work overtime to finish a project. it is proven that organizations which have employees with high level of ocb perform better than others which are not. so, organizational behavior is related to ocb as a dependent variable (robbins, 2003). therefore, present managers will be very wise to try to increase not only their employees’ job satisfaction and organizational commitment, but also ocb (luthans, 2006). organizational effectiveness georgopualos and tannebaum in tangkilisan (2005) defines organizational effectiveness as the extent to which an organization as a social system, given certain resources and mean, fulfill it’s objective without incapacitating it’s means and resources and without placing strain upon it’s members. effective function of an organization depends on an employee’s ocb. it is proven that an employee who performs ocb has better performance and receive higher performance evaluation. ocb is also related to performance and effectiveness of a group and an organization (luthans, 2006). moreover, organ also stated that higher ocb level will result in higher effectiveness for the organization and help bring new resources into the organization. organizational effectivity can be evaluated by considering about two factors including goal achievement and implementation process of the organization, which are reflected in the organizational behavior (hutapea and thoha, 2008). it is in line with tangkilisan’s opinion (2005) that the concept about organizational effectiveness involves two aspects, which are the goal of the organization and functional implementation or ways to achieve the goal. moreover, in hutapea and thoha (2008), ivancevich and matteson also used the similar approach to measure organizational effectiveness, i.e. goal approach and system theory approach. goal approach focuses on the extent to which an organization achieve its goal (griffin, 2004). those who agree with this approach argued that an organization is established in order to achieve its goal, so that to measure effectiveness level of the organizational implementation, they connect it directly to goal achievement of the organization. according to gibson in tangkilisan (2005), the clarity of the goal to be accomplished is indeed one of the measurement indicators of organizational effectiveness. meanwhile, system theory approach does not see organizational effectiveness based on the goal to be accomplished, but organizational behavior description at the time of interaction internally at the organization and the behavior of the organization when adapting with its environment (hutapea dan thoha, 2008). in other words, there are two roles to be implemented by an organization, which are internal role and external role. in this research, it is only used internally process approach, because the measurement of organizational effectiveness in this case is conducted from the employees point of view. internally process approach is related to the internal mechanism of the organization and focuses on minimalizing tension, integrating individual and organization, and implementing operation smoothly and efficiently (griffin, 2004). meanwhile, gibson mentioned supervision and control system as organizational effectiveness measure. smooth vertical and horizontal communication in an organization and the presence of work spirit and member loyalty are also included in the criteria of system theory approach (departemen teknik industri ftiitb, 2003). antecedents of organizational..... (annetta gunawan; natalia) 71 method the nature of this research is associative research. the unit of analysis used in this research are all employees in pt hsl. there are 113 employees working at pt hsl which make up the population of this research. researcher used census method by taking the whole population due to the relatively small population size. in order to collect data, questionnaire in likert scale was used to measure five research variables in which respondents giving weight to each question as follows: score 1 = strongly agree score 2 = agree score 3 = neither agree nor disagree score 4 = disagree score 5 = strongly disagree variables in this research can be operationalized in table 1 below. table 1 operationalization of variables variables dimensions indicators scale big five personality (x1) extraversion openness interval sociability interval ability to work in team interval agreeableness cooperativeness interval politeness interval respect other people’s interest interval conscientiousness self-discipline interval reliability interval hard working interval neuroticism calmness interval emotional stability interval having self confidence interval openness to experience curiosity to new things interval creative thinking interval flexibility in handling problems interval job satisfaction (x2) the job itself employee likes the job interval task significance interval the balance between employee’s ability and the job itself interval job feedback interval compensation the salary is appropriate to the job interval the salary is appropriate to the applied standard interval the salary is appropriate to employee’s abilities and skills interval promotion opportunities promotion based on achievement interval transparency of promotion process interval supervisor presence of positive functional relationship interval presence of similar overall relationship interval colleague fulfillment of employees’ social needs interval cooperative colleagues interval fellowship among colleagues in the work place interval working condition workroom condition interval office layout interval availability of working facilities interval 72 journal the winners, vol. 13 no. 1, maret 2012: 66-79 organizational commitment (x3) affective consent to organization’s basic values or goals interval involvement in attaining organization’s mission interval having emotional ties with organization interval retention anxiety of losing promotion opportunity if resign interval hopes to get more benefits by stay working for the organization interval unwillingness of losing relationship with colleagues if resigns interval unwillingness to look for other job due to convenience in the current job interval normative prefer to stay working for the organization to make employer undisappointed interval concern for what other people will say if resigns interval feeling that to stay in the organization is the right thing interval organizational citizenship behavior (y) altruism helps colleagues to finish overload work interval helps customers and guests who need help interval helps new colleagues to adapt to the workplace interval courtesy giving colleagues informations related to work interval willingness to receive criticism interval keeping up with the organization’s growth interval sportsmanship tolerance to less ideal situation in the work place interval never blaming others for the failure of employee’s own team interval civic virtue involvement in organization’s activities interval helps to maintain organization’s image interval concern with organization’s sustainability interval conscientiousness obedience to organization’s rules interval willingness to work more than minimum requirement interval willingness to work overtime interval maximize the use of working time interval organizational effectiveness (z) organizational goals setting goals as the benchmark for employees in doing their job interval desire from the organization’s members to achieve the goals interval involving employees in the process of setting goals interval goals are attained due to organization’s members contribution interval antecedents of organizational..... (annetta gunawan; natalia) 73 internal process effective control system interval employees feel satisfied with the organization interval good communication process in the organization interval organization’s members are free from pressure and stress interval ability of the organization to minimize internal conflict interval running the operational activities well and efficiently interval spirit of cooperation and loyalty among organization’s members interval trust and good communication between upper and lower level employees interval below are the hypotheses for this research: for research purpose 1 ho = big five personality (x1), job satisfaction (x2), and organizational commitment (x3) simultaneously do not have significant contribution to ocb (y) in pt hsl ha = big five personality (x1), job satisfaction (x2), and organizational commitment (x3) simultaneously have significant contribution to ocb (y) in pt hsl for research purpose 2 ho = big five personality (x1), job satisfaction (x2), organizational commitment (x3), and ocb (y) simultaneously do not have significant contribution to organizational effectiveness (z) in pt hsl ha = big five personality (x1), job satisfaction (x2), organizational commitment (x3), and ocb (y) simultaneously have significant contribution to organizational effectiveness (z) in pt hsl results and discussion to analyze the data, several techniques are used in accordance with the research problems and procedures such as: transformation of ordinal into interval data, validity-reliability test, and normality test. after conducting the tests, researcher used path analysis method to answer the research purposes. validity-reliability and normality test the result of validity test with 95% confidence interval shows that there are two invalid questions out of 15 questions that measure big five personality variable i.e. question number 5 and 12. there are five invalid questions out of 17 questions regarding job satisfaction i.e. question number 17, 19, 27, 28, and 32. for organizational commitment variable, from 10 questions, question number 37 and 40 are invalid. while 15 questions regarding ocb and 12 questions regarding organizational effectiveness are all valid. the result of reliability test by using spss shows that the data from each variable are reliable. 74 journal the winners, vol. 13 no. 1, maret 2012: 66-79 based on computation in spss, all five variables in this research are normally distributed. variable x1 has the value of sig = 0,054 (≥ 0,05) which indicates normality. variable x2 has sig value = 0,200 (≥ 0,05) thus the data is normally distributed. variable x3 has sig value = 0,200 (≥ 0,05) that indicates normality of distribution. variable y has sig value = 0,200 (≥ 0,05) so that it is normally disributed. variable z has sig value = 0,200 (≥ 0,05) that indicates normal distribution. furthermore, variable x1, x2, x3, y, and z can be analyzed by using path analysis method. path analysis the average scores of each dimension of research variables are shown in table 2 below. table 2 the average of variable x1, x2, x3, y, and z variables dimensions average big five personality extraversion 3,3429 agreeableness 3,5715 conscientiousness 3,5066 neuroticism 3,4213 openness to experience 3,0685 total average 3,3822 job satisfaction the job itself 3,8097 compensation 3,1374 promotion opportunities 3,7867 supervisor 3,8486 colleagues 3,9016 working condition 3,3983 total average 3,6471 organizational commitment affective 3,6870 retention 3,5765 normative 3,4454 total average 3,5697 organizational citizenship behavior altruism 3,3879 courtesy 3,3556 sportsmanship 2,9396 civic virtue 3,3791 conscientiousness 3,4124 total average 3,2950 organizational effectiveness organizational goals 3,3167 internal process 3,3763 total average 3,3465 the results of bivariate correlation between variable x1, x2, x3, y, and z are summarized in table 3 below. table 3 the nature of relationship between x1, x2, x3, y, and z relationship between correlation the nature of relationship x1 and y 0,560 moderate, positive, and significant x2 and y 0,489 moderate, positive, and significant x3 and y 0,677 strong, positive, and significant x1 and z 0,499 moderate, positive, and significant x2 and z 0,644 strong, positive, and significant x3 and z 0,510 moderate, positive, and significant y and z 0,599 moderate, positive, and significant antecedents of organizational..... (annetta gunawan; natalia) 75 the result of path analysis for sub-structure 1 is summarized in table 4. table 4 result summary of path coefficient of sub-structure 1 contribution of variable path coefficient (beta) sig value result coefficient of determination coefficient of other variables (ρyε1) x1 to y 0,240 0,003 ho rejected 0,555 = 55,5% 0,6671 x2 to y 0,166 0,033 ho rejected x3 to y 0,502 0,000 ho rejected structural equation obtained from sub-structure 1: y = ρx1yx1 + ρx2yx2 + ρx2yx2 + ρyε1 y = 0,240 x1 + 0,166 x2 + 0,502 x3 + 0,6671 ε1 where r2 = 0,555 the first hypothesis states that big five personality (x1), job satisfaction (x2), and organizational commitment (x3) simultaneously have significant contribution to ocb (y) in pt hsl. the overall result shows significant contribution between variables as well as all the subvariables which are individually accepted. the result of significance test of path coefficient of substructure 1 shows that the coefficients of variable x1, x2, and x3 to y are statistically significant. big five personality has a contribution of 0,2402 x 100% = 5,76% to ocb, job satisfaction contributes 0,1662 x 100% = 2,76% of ocb, while organizational commitment contributes 0,5022 x 100% = 25,20% of ocb. big five personality, job satisfaction, and organizational commitment simultaneously contributes 55,5% of ocb and the remaining 44,5% are influenced by other variables. big five personality (x1) has moderate, positive, and significant contribution to organizational citizenship behavior (y). as shown in table 3, big five personality correlates moderately strong with organizational citizenship behavior. this means that the higher level of employee’s big five personality leads to better organizational citizenship behavior. therefore, pt hsl has to put effort on increasing the aspects of big five personality of the employees so that their organizational citizenship behavior will also be improved. as mentioned in table 2, the lowest average score of the five dimensions belongs to openness to experience. this indicates that the employees are less opened to new experience as well as having less creativity to create new ideas. the reason is because the employees are too much focused on daily routinity in their work. hence, pt hsl needs to raise employees’ openness to new experience by altering the current work system to be more challenging which can give rise to employees’ creative thinking in problem solving. it is recommended to arrange recreation for employees which helps to stimulate their creativity. otherwise the company can hold seminars or workshops regarding creative thinking and opennes to new experience as well as conducting employee personality test to figure out which dimensions need to be improved for individual employee. job satisfaction (x2) has moderate, positive, and significant contribution to organizational citizenship behavior (y). according to the result in table 3, job satisfaction has moderately strong relationship with ocb. the higher level of job satisfaction leads to better organizational citizenship behavior of employees.thus pt hsl should put effort in order to increase employees’ job satisfaction to improve ocb. according to yuli (in andan, 2007, p12), the model of job satisfaction will stimulate employees’ behavior of doing more tasks than the required formal duty after passing a critical psychological condition. 76 journal the winners, vol. 13 no. 1, maret 2012: 66-79 organizational commitment (x3) has strong, positive, and significant contribution to organizational citizenship behavior (y). the result in table 3 shows that organizational commitment has strong relationship with ocb. compared to big five personality and job satisfaction, organizational commitment has the biggest impact to employees’ ocb, where organizational commitment variable has the largest beta coefficient. it aligns with the opinion stated by siagian (2005) that an organization in which the employees are viewed and treated as members of a big family tends to stimulate strong employee motivation to increase their organizational commitment. in turn, high organizational commitment causes various positive attitude and behavior such as avoiding misconducts that potentially harmful to organization’s reputation, loyalty to leaders, co-workers, and subordinates, high productivity, willingness to solve conflict though deliberations, etc. as shown in table 2, the lowest average score belongs to normative dimension. while the other two dimensions i.e. affective and retention show moderately high total score. this reveals that the employees of pt hsl prefer to stay working in the company and have strong willingness to work for the organization due to emotional ties with pt hsl and unwillingness of losing certain benefits if resign from the company. the high level affective dimension is possibly caused by the majority of the employees who have been working since the establishment of pt hsl, meanwhile the high level of retention is affected by the convenience of the working place and fellowship among organization members. the result shows that employees tend to conduct better ocb due to organizational satisfaction instead of job satisfaction. the result of path analysis of sub-structure 2 discovers that the path coefficients of big five personality (x1) variable and organizational commitment (x3) variable are not significant. consequently, the model should be modified through trimming method by excluding variable x1 and x3 which are not significant. then the model was reanalyzed and the result is summarized in the following table 5. table 5 summary of model 2: the result of path coefficient of sub-structure 2 contribution of variable path coefficient (beta) sig value result coefficient of determination coefficient of other variables (ρzε2) x2 to z 0,461 0,000 ho rejected 0,521 = 52,1% 0,6921 y to z 0,374 0,000 ho rejected structural equation obtained from model 2 sub-structure 2: z = ρzx2 x2 + ρzy y + ρz ε2 z = 0,461 x2 + 0,374 y + 0,6921 ε2 where r2 = 0,521 the second hypothesis states that big five personality (x1), job satisfaction (x2), organizational commitment (x3), and ocb (y) simultaneously has significant contribution to organizational effectiveness (z) in pt hsl, refers to simultaneous significant contribution. in contrary, not all sub-variables are accepted individually because based on path analysis of substructure 2, the path coefficients of x1 to z and x3 to z are not significant while the coefficients of x2 to z and y to z are significant. job satisfaction contributes 0,4612 x 100% = 21,25% of organizational effectiveness, while ocb contributes 0,3742 x 100% = 13,99% of organizational effectiveness. job satisfaction and ocb simultaneously contributes 52,1% of organizational effectiveness and the remaining 47,9% is influenced by other variables not included in this research. big five personality (x1) has weak but positive and unsignificant contribution to organizational effectiveness. according to the result in table 3, big five personality has moderately strong relationship with organizational effectiveness. the higher level of employees’ big five antecedents of organizational..... (annetta gunawan; natalia) 77 personality leads to higher organizational effectiveness. although big five personality has no significant contribution to organizational effectiveness, both variables correlate moderately strong with each other. therefore, pt hsl needs to hire employees with high level of big five personality by requiring personality test for applicants to reveal their underlying personality in order to attain organizational effectiveness. job satisfaction (x2) has strong, positive, and significant contribution to organizational effectiveness (z). in table 3, it is shown that job satisfaction correlates moderately strong with organizational effectiveness. from the result we know that job satisfaction has the biggest influence to organizational effectiveness compared to the other three independent variables, where job satisfaction has the largest beta coefficient. for that reason, job satisfaction becomes the main factor that pt hsl should pay attention to in achieving organizational effectiveness. table 2 shows that the lowest average scores among six dimensions of job satisfaction belong to compensation and working condition. this means that employees feel that the compensation given by the company and the current working condition is less sufficient. hence pt hsl should consider salary increase based on education level and portion of work to each employee. furthermore, the company needs to put attention to office layout, reparation of office facilities, etc. office layout and facilities should be well organized to make employees feel convenient to work which leads to higher job satisfaction. finally, employee will conduct behavior that support the attainment of organization’s goals and in turn will affect the attainment of the higher level of organizational effectiveness. organizational commitment (x3) has moderate, positive, and unsignificant contribution to organizational effectiveness (z). table 3 shows that organizational commitment has moderately strong relationship with organizational effectiveness. higher level of employees’ organizational commitment leads to higher organizational effectiveness. although organizational commitment contributes unsignificantly to organizatioanl effectiveness, both variables have moderately strong relationship. this is evidenced with employees’ good organizational commitment which aligns with the highest score of organizational effectiveness variable in question 68 which states that respondent has the spirit to cooperate in teams and loyalty to the organization. there are 3 main aspects needed to develop organizational commitment i.e. : identification, involvement, and loyalty to organization (kuntjoro, 2002). identification involves building employees trust to the organization. this can be realized by modifying organization’s objectives in order that it involves employees personal objectives or otherwise includes employees’ needs and desire. employees’ participation in working activities is essential to be concerned because employees involvement is able to create their willingness to cooperate whether with leaders or co-workers. employees loyalty to the organization is their willingness to maintain continuous relationship with the organization, even sacrificing their own personal interests for the organization. organizational citizenship behavior (y) has strong, positive, and significant contribution to organizational effectiveness (z). as shown in table 3, ocb has a moderately strong relationship with organizational effectiveness, nearly categorized to be strong relationship due to the correlation coefficient of 0,599 which is the upper limit within the category. higher level of employees’ organizational citizenship behavior leads to higher organizational effectiveness. this aligns with the opinion stated by organ (yen and niehoff, year unknown) that the effective function of an organization depends on the surpassing effort of the employees beyond their required formal duty, which is called organizational citizenship behavior (ocb). thus, pt hsl has to put efforts on improving employees’ ocb for the purpose of improving organizational effectiveness. according to the result in table 2, we find that sportmanship dimension has the lowest average score compared with the other four dimensions. two questions regarding sportmanship, which stated that respondent is tolerant to less ideal situation in the work place, and that respondent never blame others for the failure of his/her own team, have the lowest total scores which indicates internal conflicts including protests from employees to the management concerning unpleasure conditions for them. this aligns with question 65 (respondent is free from presssure and stress in the organization) and 66 (the company is 78 journal the winners, vol. 13 no. 1, maret 2012: 66-79 capable of minimizing internal conflicts) regarding organizatinal effectiveness which have the lowest scores compared to other questions. in addition, the highest total average score belongs to altruism, in which employees are willing to help colleagues finishing their overload works, help customers and guests who need it, as well as helping new colleagues to adjust within the new working environment without instructions from leaders, which is in accordance with process dimension in organizational effectiveness which has the highest total average score contributed by the highest score in question 67 (the organization runs its operational activities well). consequently, pt hsl should push and motivate the employees for the purpose of increasing their ocb to attain higher level of organizational effectiveness. conclusion the conclusion of this research can be summarized as follows. firstly, big five personality, job satisfaction, and organizational commitment simultaneously have significant contribution to organizational citizenship behavior at 55,5%. secondly, job satisfaction and organizational citizenship behavior simultaneously have significant contribution to organizational effectiveness at 52,1%, while big five personality and organizational commitment contribute unsignificantly to organizational effectiveness. the result shows that organizational commitment is the most significant factor that influence employees’ ocb, so that it can be figured out that the main reason in which employees are willing to perform extra role is their emotional ties to pt hsl, which is developed by employees satisfaction to the organization. in short, job satisfaction is also the main factor influencing the attainment of organizational effectiveness in pt hsl. there are several suggestions for the company resulting from this research. firstly, employees’ big five personality should be more concerned and improved by giving personality test through the big five inventory (bfi), then holding seminars or workshops regarding how to improve personality profile, especially in the workplace. secondly, employees’ job satisfaction should be the main concern of pt hsl, by continuously renewing good work system for the interest of the employees and the organization as well. moreover, pt hsl has to maintain equal promotion opportunity through reward and punishment system, assigning work which is proper to the capacity of individual employees, providing leadership and motivation training to the superiors to ensure that they are able to control and maintain good relationship with their subordinates, fostering good fellowship within the company by periodically arranges employee gathering or recreation, considering salary increase, and improving needed office facilities. thirdly, pt hsl is suggested to put efforts on increasing employees’ organizational commitment by giving more understanding to employees about the values and objectives of the organization through orientation program to new employees, modifying organization’s objectives to scope with employees’ personal objectives, involving employees in every attempt to achieve organization’s mission so that they have emotional ties with pt hsl, which can be accomplished through quality circle. furthermore, pt hsl needs to analyze and develop other factors that influence organizational citizenship behavior and organizational effectiveness through human resource research. antecedents of organizational..... (annetta gunawan; natalia) 79 references departemen teknik industri fti-itb. (2003). perancangan organisasi pendekatan sasaran. retrieved 27 oktober 2009 from http://dhimaskasep.files.wordpress.com. ewen, robert b. (2003). an introduction to theories of personality (6th edition). new jersey: lawrence erlbaum associates. greenberg, jerald & baron, robert a. (2003). behavior in organization (8th edition). new jersey: prentice hall. griffin, ricky. (2004). manajemen (edisi ketujuh). jakarta: erlangga. hutapea, perullian & thoha, nurianna. (2008). kompetensi plus: teori, desain, kasus dan penerapan untuk hr serta organisasi yang dinamis. jakarta: gramedia pustaka utama. ivancevich, john m. et al. (2007). perilaku dan manajemen organisasi. jakarta: erlangga. kuntjoro, z. s. (2002), komitmen organisasi. retrieved 15 desember 2009 from http://www.epsikologi.com. luthans, fred. (2006). perilaku organisasi (edisi sepuluh). yogyakarta: andi. organ, dennis w et al. (2006). organizational citizenship behavior: its nature, antecedents, and consequences. california: sage publication. purba, debora eflina & seniati, ali nina liche. (2004). pengaruh kepribadian dan komitmen organisasi terhadap organizational citizenship behavior. makara, sosial humaniora, 8 (no. 3), 105 – 111. rabin, jack. (2003). encyclopedia of public administration and public policy (volume 2). new york: marcel dekker. robbins, stephen p. (2003). perilaku organisasi (edisi 9). jakarta: indeks. siagian, s. p. (2005). manajemen sumber daya manusia (cetakan xii). jakarta: bumi aksara. tangkilisan, hessel nogi s. (2005). manajemen publik. jakarta: grasindo. yen, hsiu ju rebecca dan brian p. niehoff. (year unknown). relationship between organizational citizenship behaviors, efficiency, and customer service perceptions in taiwanese banks, ocb and effectiveness, midwest academy of mgmt. retrieved 20 november 2009 from http://www.cobacourses.creighton.edu. microsoft word 06_budiman_setting.doc customer relationship .....(budiman; irnita ajeng yuli muryati) 151 customer relationship management (crm) dan nilai pelanggan terhadap loyalitas pelanggan budiman1; irnita ajeng yuli muryati2 1, 2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 budiman_phd@yahoo.com abstract the tourism world today gains a lot of attention and spotlight is greatly increased in many countries and in different places in the world. it is proven by the increasing number of tourist resorts built, due to visitors using the facility. the purpose of this study is to determine whether there is influence of customer relationship management (crm) on customer value at hotel crystal, to see if there is influence of crm on customer loyalty at hotel kristal, and to find out whether there is influence of customer value on customer loyalty at hotel kristal. the research is descriptive, while the research method used is survey of 100 customers in hotel kristal, south jakarta. path analyze is used to determine the influence between variables. result indicates that the crm provides a positive and significant influence on the customer value at hotel kristal. meanwhile, crm and customer value provide a positive and significant influence at hotel kristal subsequently affecting customer loyalty hotel kristal. keywords: customer relationship management (crm), customer value, customer loyalty abstrak dunia kepariwisataan dewasa ini sedang mendapat perhatian dan sorotan yang sangat meningkat di berbagai negara maupun di berbagai dunia. hal ini terbukti dengan banyaknya dibangun objek-objek wisata sehingga banyak para pengunjung yang ingin menggunakan fasilitas tersebut. tujuan dari penelitian ini adalah untuk mengetahui apakah ada pengaruh customer relationship management (crm) terhadap nilai pelanggan pada hotel kristal, mengetahui apakah ada pengaruh (crm) terhadap loyalitas pelanggan pada hotel kristal, dan mengetahui apakah ada pengaruh nilai pelanggan terhadap loyalitas pelanggan pada hotel kristal. penelitian yang dilakukan bersifat deskriptif, sedangkan metode penelitian yang digunakan yaitu dengan metode survei terhadap 100 pelanggan hotel kristal jakarta selatan. untuk menganalisisnya digunakan analisis jalur untuk mengetahui pengaruh antar variabel. hasil penelitian menunjukkan bahwa crm memberikan pengaruh yang positif dan signifikan terhadap nilai pelanggan hotel kristal, sedangkan crm dan nilai pelanggan memberikan pengaruh yang positif dan signifikan terhadap hotel kristal yang berdampak pada loyalitas pelanggan hotel kristal. kata kunci: customer relationship management (crm), nilai pelanggan, loyalitas pelanggan 152 journal the winners, vol. 11 no. 2, september 2010: 151-159  pendahuluan crm adalah suatu cara untuk melakukan analisis perilaku konsumen atau pelanggan jasa. dari analisis ini, akhirnya perusahaan bisa mengambil cara melayani pelanggannya secara lebih personal sehingga efeknya pelanggan menjadi loyal kepada kita. target utama crm memang bukan customer satisfaction, tetapi lebih kepada customer loyality. pelanggan tidak hanya puas sekali menggunakan produk atau jasa kita, tetapi juga akan selalu terus menggunakannya. untuk membantu pihak hotel dalam melaksanakan program crm, terdiri dari continuity marketing, one-to-one marketing serta partnering program (sheth, et al., 2002:11). dewasa ini, hotel sangat dirasakan kebutuhannya, terutama untuk kepentingan pekerjaan dan kegiatan rekreasi. namun demikian, keberadaan suatu hotel sebenarnya tidak hanya dilihat dalam keterkaitannya dengan sektor pariwisata semata-mata, lebih dari pada itu eksistensi hotel lebih luas dari sekedar menjadi tempat menginap wisatawan. saat ini hotel juga menjadi tempat diadakannya berbagai pertemuan berskala besar seperti seminar, lokakarya, diskusi panel dan sebagainya, dan lainlain. salah satu tempat tersebut adalah hotel kristal yang berada di daerah jakarta selatan yang memliki banyak sekali fasilitas-fasilitas yang ditawarkan seperti hotel kristal memiliki 320 suites, di antaranya memiliki 3 tipe seperti one bedroom suites, two bedroom suites, three bedroom suites, dan juga memiliki 8 penthouses. hotel kristal juga memiliki beberbagai macam fasilitas yang ada seperti kafe pinang (international restaurant), satu lagi bar, deli delima, 24 hour room service, laguna pool bar, loby lounge, banquet & meeting rooms, life spa-fitness center, sauna, dan massage. oleh karena itu, penting bagi perusahaan untuk menciptakan nilai superior bagi para pelanggan. dalam industri perhotelan, penciptaan nilai superior ini dapat dilakukan dengan menyediakan kamar hotel beserta seluruh fasilitasnya dengan baik melalui pemberian pelayanan yang superior seperti karyawan yang tangkas, ramah, dan penuh perhatian. berdasarkan uraian dari latar belakang di atas, banyak sekali pertanyaan yang mungkin timbul. akan tetapi, dalam pembahasan selanjutnya penulis membatasi hanya pada beberapa permasalahan yang dapat dirumuskan sebagai berikut, yaitu (1) seberapa besar customer relationship management (crm) yang dilakukan hotel kristal berpengaruh terhadap nilai pelanggan?, dan (2) seberapa besar customer relationship management (crm) dan nilai pelanggan berpengaruh terhadap loyalitas pelanggan hotel kristal?. dari rumusan masalah yang telah dijabarkan di atas, dapat ditetapkan bahwa tujuan dari penelitian ini adalah (1) untuk mengetahui seberapa besar pengaruh customer relationship management (crm) terhadap nilai pelanggan, dan (2) untuk mengetahui seberapa besar pengaruh customer relationship management (crm) dan nilai pelanggan terhadap loyalitas pelanggan. menurut turban (2004:148), crm adalah suatu pendekatan pelayanan kepada konsumen yang berfokus pada pembangunan jangka panjang dan hubungan konsumen yang berkelanjutan yang dapat memberikan nilai tambah bagi pelanggan maupun perusahaan. crm merupakan singkatan dari customer relationship management, yaitu suatu strategi yang terpadu dan proses mendapatkan, mempertahankan, dan berteman dengan pelanggan. terdapat 3 tipe program crm, yaitu continuity marketing, one-to-one marketing, dan partnering pogram (seth, et al., 2000:6). perusahaan yang ideal untuk melakukan crm adalah perusahaan yang ingin mengoptimalkan keuntungan dengan cara menjalin hubungan lebih dekat (customer intimacy) dan harmonis dengan pelanggannya. dengan demikian, nilai tambah crm dapat dioptimalkan dalam mengefektifkan dan mengefisiensikan biaya untuk mengakuisisi pelanggan baru, atau mempertahankan pelanggan lama sehingga biaya-biaya dan usaha-usaha pemasaran menjadi tidak sia-sia dan keuntungan dapat ditingkatkan lebih banyak lagi. menurut kotler (2009:148), manajemen hubungan pelanggan (crm – customer relationship management) adalah proses mengelola informasi rinci tentang pelanggan perorangan dan semua “titik kontak” pelanggan secara seksama untuk memaksimalkan loyalitas pelanggan. titik kontak pelanggan adalah semua kejadian di mana pelanggan menghadapi merek dan customer relationship .....(budiman; irnita ajeng yuli muryati) 153 produk – dari pengalaman aktual ke komunikasi pribadi atau masal hingga observasi biasa. untuk hotel, titik kontak meliputi reservasi, check-in dan chek-out, program frekuensi-tinggal, layanan kamar, layanan bisnis, fasilitas olahraga, layanan laundry, restoran, dan bar. pada dasarnya, nilai pelanggan didefinisikan sebagai persepsi pembeli tentang nilai yang mewakili suatu pertukaran antara kualitas atau keuntungan yang mereka rasakan dalam suatu produk/jasa dengan pengorbanan yang mereka rasakan dengan membayar harga. nilai pelanggan kini merupakan faktor yang paling sukses karena nilai pelanggan memiliki suatu dampak yang berpengaruh nyata pada niat prilaku dari pelanggan. karena memiliki suatu peranan penting dalam menyediakan manajer dengan pengertian bagaimana mencapai atas kinerja crm. jadi, nilai pelanggan memiliki kaitan yang cukup erat saat ini dengan crm (yonggui wang, et al., journal managing service quality, 2004, 14, 2/3, abi/inform global). perval (perceived value scale) merupakan suatu pengukuran dari nilai yang diterima yang diaplikasikan untuk mengukur produk tangible. wahyuningsih (2004:8) mengembangkan suatu model mengenai komponen dari nilai pelanggan yang terdiri dari manfaat dan korbanan. pembentukan loyalitas dapat dilakukan dengan penciptaan nilai yang diterima pelanggan merupakan selisih antara evaluasi calon pelanggan atas semua manfaat serta semua biaya tawaran tertentu dan alternatif-alternatif lain yang dipikirkan kotler (2007:173). pelanggan yang loyal merupakan aset penting bagi perusahaan. hal ini dapat dilihat dari karakteristik yang dimilikinya, sebagaimana diungkapkan oleh griffin (2005:31), pelanggan yang loyal memiliki karakteristik sebagai berikut. pertama, melakukan pembelian berulang secara teratur (repeat purchase). merupakan pelanggan yang telah melakukan pembelian suatu produk atau jasa sebanyak 2 kali atau lebih. kedua, membeli antar lini produk atau jasa (reward), yaitu membeli semua barang atau jasa yang ditawarkan dan mereka butuhkan. mereka membeli secara teratur, hubungan dengan jenis pelanggan ini sudah kuat dan berlangsung lama serta membuat mereka tidak terpengaruh oleh produk pesaing. ketiga, mereferensikan kepada orang lain (recommendation). keempat, yaitu membeli barang atau jasa yang ditawarkan dan yang mereka butuhkan serta melakukan pembelian secara teratur. selain itu, mereka mendorong orang lain agar membeli barang atau jasa perusahaan tersebut. secara tidak langsung, mereka telah melakukan pemasaran untuk perusahaan dan membawa konsumen kepada perusahaan. kelima, menunjukkan kekebalan terhadap tarikan dari pesaing, atau dengan kata lain tidak mudah terpengaruh oleh tarikan persaing (refuse). metode penelitian penelitian ini merupakan penelitian deskriptif dan penelitian asosiatif. penelitian deskriptif dimaksudkan untuk mendifinisikan berbagai kriteria serta mendefinisikan nilai-nilai variabel-variabel yang diteliti. penelitian asosiatif di sini lebih kepada hubungan kausal, di mana variabel independen mempengaruhi variabel dependen. tabel 1 desain penelitian 154 journal the winners, vol. 11 no. 2, september 2010: 151-159  keterangan: t-1 = mengetahui dan menganalisis kontribusi customer relationship management (crm) secara simultan terhadap nilai pelanggan. t-2 = mengetahui dan menganalisis kontribusi customer relationship management (crm) dan nilai pelanggan secara simultan terhadap loyalitas pelanggan. data yang digunakan adalah data primer (data lapangan). data primer diperoleh dengan wawancara dan pertanyaan (kuesioner) yang diberikan kepada responden yang mengambil bagian. tabel 2 jenis dan sumber data penelitian tujuan data jenis data sumber data t-1 pengaruh customer relationship management secara simultan terhadap nilai pelanggan. kualitatif kuesioner t-2 pengaruh customer relationship management dan nilai pelanggan secara simultan terhadap loyalitas pelanggan kualitatif kuesioner dalam penilitian ini, yang dipakai adalah random sampling, yaitu cara pengambilan sampel dari anggota populasi dengan menggunakan acak tanpa memperhatikan strata (tingkatan) dalam anggota populasi tersebut. sampel dalam penelitian ini adalah kustomer yang menggunakan jasa hotel kristal. untuk dapat mengetahui jumlah ukuran sampel, di mana besar populasi sampel tidak diketahui secara pasti, maka di dalam penarikan sampel penelitian ini, yaitu menggunakan random sampling (sampel secara acak). berikut ini asumsi yang digunakan dalam penelitian: n n = n . d2 + 1 di mana: n = jumlah sampel n = jumlah populasi = ±5000 responden d2 = presisi (ditetapkan 10% dengan tingkat kepercayaan 95%) berdasarkan rumus tersebut diperoleh jumlah sampel sebagai berikut: n 5000 5000 n = = = = 98,03 = 98 responden n . d2 + 1 (5000).0,12 +1 51 dengan demikian, sampel yang digunakan adalah sebesar 98 responden. dalam penelitian ini, sampel dibulatkan menjadi 100 responden (riduwan dan engkos achmad kuncoro, 2007: 46). metode analisis yang dipakai adalah rumus cronbach alpha, yang dapat digunakan untuk mencari reliabilitas instrumen yang skornya merupakan rentangan antara beberapa nilai atau berbentuk skala. selanjutnya, varians butir dan varians total tersebut dimasukkan ke dalam rumus cronbach alpha. yakni: ⎥ ⎥ ⎦ ⎤ ⎢ ⎢ ⎣ ⎡ −⎥ ⎦ ⎤ ⎢ ⎣ ⎡ − = ∑ 2 2 1 )1( t b k k r σ σ customer relationship .....(budiman; irnita ajeng yuli muryati) 155 keterangan: r = koefisien reliabilitas instrumen (cronbrach alpha) k = banyaknya butir pertanyaan atau banyaknya soal ∑ 2bσ = total varians butir 2 tσ = total varians dasar pengambilan keputusannya, yaitu: jika r alpha positif dan r alpha > r tabel, maka butir atau variabel tersebut reliabel; jika r alpha positif dan r alpha < r tabel, maka butir atau variabel tersebut tidak reliabel; jika r alpha > r tabel tapi bertanda negatif, maka butir atau variabel tersebut tidak reliabel. berdasarkan riduwan dan engkos achmad kuncoro (2008:61), untuk mengetahui hubungan antara variabel x dengan y, x dengan z, y dengan z, digunakan teknik korelasi. analisis korelasi yang digunakan adalah pearson product moment (ppm), dengan rumus analisis korelasi pearson product moment: ( ){ }{ }2222 )(... )).(()( yynxxn yxxyn r σ−σς−σ σς−σ = korelasi ppm dilambangkan (r) dengan ketentuan nilai r tidak lebih dari harga (-1 ≤ r ≤ +1). apabila nilai r = -1 artinya korelasinya negatif sempurna; r = 0 artinya tidak ada korelasi; dan r = 1 berarti korelasinya sangat kuat. sedangkan arti harga r akan dikonsultasikan dengan tabel interpretasi nilai r sebagai berikut. hasil dan pembahasan untuk mengetahui hubungan antara variabel customer relationship management (x) dengan variabel nilai pelanggan (y), variabel customer relationship management (x) dengan variabel loyalitas pelanggan (z), dan variabel nilai pelanggan (y) dengan variabel loyalitas pelanggan (z), dilakukan dengan menggunakan program spss 16. hasil pengolahan korelasi dapat dilihat di dalam tabel berikut: table 3 correlations crm nilai_pelanggan loyalitas_pelanggan crm pearson correlation 1 .634** .444** sig. (2-tailed) .000 .000 n 100 100 100 nilai_pelanggan pearson correlation .634** 1 .411** sig. (2-tailed) .000 .000 n 100 100 100 loyalitas_pelanggan pearson correlation .444** .411** 1 sig. (2-tailed) .000 .000 n 100 100 100 **. correlation is significant at the 0.01 level (2-tailed). sumber: hasil pengolahan data spss 16 156 journal the winners, vol. 11 no. 2, september 2010: 151-159  analisis jalur ini akan digunakan dalam menguji besarnya sumbangan (kontribusi) yang ditunjukkan oleh koefisien jalur pada setiap diagram jalur dari hubungan klausal antara variabel x (customer relationship management) terhadap variabel y (nilai pelanggan) serta dampaknya pada variabel z (loyalitas pelanggan). kemudian, dalam perhitungan digunakan software dengan program spss for windows version 16. pengujian sub-struktur 1 gambar 1 sub-struktur 1 beserta koefisien jalur y = ρyx + ρyε1 y = 0.635x + 0.772ε1 dari persamaan struktural sub-struktur 1, ini dapat diartikan bahwa: penerapan variabel customer relationship management (x) mempengaruhi nilai pelanggan (y) secara simultan sebesar 40.3% dan sisanya sebesar 59.7%, variabel nilai pelanggan (y) dipengaruhi oleh variabel lainnya di luar penelitian ini. pengaruh customer relationship management (x) secara langsung terhadap nilai pelanggan (y) adalah sebesar 0.635. pengujian sub-struktur 2 gambar 2 sub-struktur 2 beserta koefisien jalur sumber: hasil pengolahan data persamaan struktural untuk sub-struktur 2 adalah sebagai berikut: z = ρzxx + ρzyy + ε2 z = 0.592x + 0.218y + 0.742ε2 r2 = 0.449 dengan ini, berarti analisis sub-struktur 1 dan sub-struktur 2 telah selesai, maka dapat digambarkan struktur hubungan kausal secara lengkap, yakni hubungan antara variabel x, y, dan z yang memiliki persamaan struktural: customer relationship .....(budiman; irnita ajeng yuli muryati) 157 persamaan sub-struktur : y = 0.635x + 0.772ε1 persamaan sub-struktur 2: z = 0.592x + 0.218y + 0.742ε2 gambar 3 struktur hubungan x, y ,dan z beserta koefisien jalur sumber: hasil pengolahan data sehingga dari gambar 3, diketahui bahwa seluruh koefisien jalur dari hubungan, maka diketahui pula pengaruh langsung, pengaruh tidak langsung serta pengaruh total dari tiap-tiap variabel yang mempengaruhi variabel tertentu. hasilnya dirangkum dalam tabel di bawah ini: tabel 4 rangkuman pengaruh variabel customer relationship management (x), nilai pelanggan (y) secara signifikan terhadap loyalitas pelanggan (z) variabel koefisien jalur pengaruh langsung tidak langsung (melalui y) total x terhadap y 0.635 0.635 0.635 x terhadap z 0.592 0.592 0.635 x 0.218 =0.13843 0.73043 y terhadap z 0.218 0.218 0.218 ε1 0.772 1-0.772 2=0.404 0.404 ε2 0.742 1-0.742 2=0.449 0.449 sumber: hasil pengolahan data berdasarkan dari hasil penelitian di atas, berikut ini akan dikemukakan beberapa implikasi yang dianggap relevan dengan penelitian. implikasi tersebut antara lain sebagai berikut. pertama, hasil pengolahan dan analisis data menunjukkan bahwa customer relationship management (x) memberikan pengaruh yang signifikan terhadap nilai pelanggan (y) sebesar 40.32%. pengaruh ini cukup besar, namun diperlukannya upaya-upaya untuk menciptakan customer relationship management (crm) yang lebih efiktif yang dapat mempengaruhi nilai pelanggan dengan cara lebih memperbaharui ataupun menerapkan customer relarionship management yang kuat karena akan dapat mampu mendukung unit bisnis lainnya untuk meningkatkan profit agar lebih tercapai. kedua, hasil pengolahan dan analisis data menunjukkan bahwa customer relationship management (x) memberikan pengaruh langsung yang signifikan terhadap loyalitas pelanggan (z) sebesar 35.04%. pengaruh ini cukup besar, namun diperlukannya upaya-upaya untuk lebih 158 journal the winners, vol. 11 no. 2, september 2010: 151-159  mengembangkan sisitem crm, agar hotel kristal dapat mengetahui bagaimana langkah-langkah atau cara-cara melayani konsumen, agar konsumen merasa puas sehingga keuntungan yang diperoleh semakin meningkat karena apabila konsumen merasa puas dengan pelayanan kita, maka secara otomatis konsumen tersebut akan menjadi lebih loyal. ketiga, hasil pengolahan dan analisis data menunjukkan bahwa customer relationship management (x) memberikan pengaruh secara tidak langsung yang signifikan terhadap loyalitas pelanggan (z) sebesar 53.35%, yaitu pengaruh yang melalui nilai pelanggan (y). jadi secara tidak langsung hotel kristal harus lebih mengembangkan customer relationship management (crm) yang dapat memiliki nilai sehingga akan dapat berpengaruh terhadap loyalitas pelanggan. keempat, hasil pengolahan dan analisis data menunjukkan bahwa nilai pelanggan (y) memberikan pengaruh yang signifikan terhadap loyalitas pelanggan (z) sebesar 4.75%. pengaruh ini dirasa kecil, hasil dari temuan penelitian ini diperlukan upaya-upaya untuk membentuk nilai pelanggan yang baik bagi para kustomer dengan cara (1) memberikan berbagai manfaat untuk para kustomer, misalnya manfaat dari segi pelayanan, produk, maupun dari segi citra hotel, dan (2) memberikan kontribusi dari karyawan yang berupa tenaga, layanan, keahlian, ide, dan inovasi. simpulan berdasarkan hasil analisis dan pembahasan pada bab sebelumnya, maka kesimpulan yang dapat diambil berdasarkan analisis data dalam penelitian ini adalah sebagai berikut. pertama, customer relationship management (x) memiliki pengaruh yang positif dan signifikan terhadap tinggi rendahnya nilai pelanggan (y). besarnya kontribusi customer relationship management (x), yaitu sebesar 40.32%. hal ini berarti menunjukkan bahwa hasil dari penelitian ini dapat disimpulkan adanya pengaruh atau kontribusi antara variable customer relationship management (x) yang signifikan terhadap nilai pelanggan (y) pada hotel kristal. kedua, customer relationship management (x) memiliki pengaruh yang positif dan signifikan terhadap tinggi rendahnya loyalitas pelanggan (z). besarnya kontribusi adalah sebesar 35.04% dan besarnya pengaruh customer relationship management secara tidak langsung, yaitu pengaruh yang melalui variabel nilai pelanggan (y) terhadap loyalitas pelanggan, yaitu sebesar 53.35%. hal ini berarti menunjukkan bahwa hasil dari penelitian ini dapat disimpulkan adanya pengaruh atau kontribusi antara variabel customer relationship management yang signifikan terhadap loyalitas pelanggan pada hotel kristal. ketiga, nilai pelanggan (y) memiliki pengaruh yang positif dan signifikan terhadap tinggi rendahnya loyalitas pelanggan (z). besarnya kontribusi nilai pelanggan (y), yaitu sebesar 4.75%. hal ini berarti menunjukkan bahwa hasil dari penelitian ini dapat disimpulkan adanya pengaruh atau kontribusi antara variabel nilai pelanggan (y) yang signifikan terhadap loyalitas pelanggan (z) pada hotel kristal. keempat, customer relationship management (x) dan nilai pelanggan (y) menunjukkan bahwa kontribusi yang signifikan terhadap variabel loyalitas pelanggan (z) secara simultan adalah sebesar 44.9%. dengan memperhatikan hasil analisis dan pembahasan sebelumnya, maka saran-saran yang dapat diusulkan dalam penelitian ini adalah sebagai berikut. pertama, sebaiknya hotel kristal lebih ditingkatkan lagi sistem crm (customer relationship management), agar dapat mengetahui bagaimana langkah-langkah atau cara melayani kustomer, agar kustomer merasa puas sehingga keuntungan yang diperoleh semakin meningkat karena apabila kustomer merasa puas dengan pelayanan yang diberikan secara otomatis, maka kustomer tersebut akan menjadi lebih loyal terhadap hotel kristal. kedua, sebaiknya hotel kristal dapat lebih mengembangkan customer relationship management agar dapat mengetahui kustomer mana yang berpotensi memberikan keuntungan besar, kustomer mana yang merugikan, memberikan pelayanan seperti apa yang harus diberikan kepada setiap kustomer secara berbeda sehingga value yang diberikan dapat lebih baik lagi. customer relationship .....(budiman; irnita ajeng yuli muryati) 159 ketiga, sebaiknya hotel kistal harus memperhatikan manfaat dan kepuasan yang diterima pelanggan hotel kristal, baik dari segi produk ataupun jasa yang dikonsumsi atau diterima agar nilai pelanggan semakin meningkat. keempat, mempertahankan sikap pelayanan yang optimal kepada kustomer dan mengurangi biaya yang kurang perlu, dan lebih berfokus pada peningkatan pelayanan dan pelanggan. agar dapat lebih meningkatkan nilai pelanggannya. kelima, mempertahankan keterampilan karyawan dalam mengimplementasikan keinginan kustomer dalam menyediakan waktu untuk mendengarkan kebutuhan kustomer, termasuk ketidakpuasan kustomer terhadap produk ataupun pelayanan, yang dapat kita manfaatkan untuk menjadi agar menjadi lebih baik lagi ke depannya. keenam, sebaiknya hotel kristal harus memperhatikan kepuasan para pelanggannya secara terus menerus. apabila pelanggan merasa puas, maka secara tidak langsung akan meningkatkan loyalitas pelanggan. ketujuh, meningkatkan nilai pelanggan dengan cara memberikan kenyamanan pada kustomer dalam mendapatkan berbagai informasi yang mereka butuhkan, yaitu dengan cara (1) ketepatan waktu dalam pengiriman barang pesanan agar para kustomer merasakan bahwa manfaat dan pengorbanan (pengorbanan waktu, biaya, energi, dan psikologis) yang telah diberikan atau dikeluarkan tidak sia-sia, (2) dan juga memberikan pelayanan yang optimal kepada para kustomer hotel kristal. daftar pustaka griffin, j. (2005). customer loyalty: menumbuhkan dan mempertahankan kesetiaan pelanggan. edisi revisi dan terbaru, jakarta: erlangga. kotler, p., dan keller, k.l. (2007). manajemen pemasaran, jilid pertama, jakarta: erlangga. kotler, p., dan keller, k.l. (2007). manajemen pemasaran, jilid pertama, jakarta: pt indeks. kuncoro, e.a., dan riduwan. (2007). cara menggunakan dan memaknai analisis jalur (path analysis), bandung: alfabeta. sheth, j.n., parvatiyar, a., and & shainesh, g. (2002). customer relationship management: emerging concepts, tools, and application, new delhi: tata-mcgrawhill. wahyuningsih. (2004). customer value: concept, operationalization, and outcome. usahawan, agustus, no.8, th xxxiii. wang, y., et al. (2004). an integrated framework for customer value and customer-relationshipmanagement. journal managing service quality, 2004, 14, 2/3, abi/inform global, p.169. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 39 the winners, 22(1), march 2021, 39-45 doi: 10.21512/tw.v22i1.6987 the effect of need for achievement, locus of control and attitudes towards student entrepreneurial intentions in smkn 1 batang hari herry sofyandy pranata1*; khairinal2; denny denmar3 1,2,3 department of economics education, graduate program, university of jambi jl. raya jambi muara bulian no. km. 15, mendalo darat, jambi 36122, indonesia 1herrysofyabdy@gmail.com; 2khairinal@unja.ac.id; 3dennydenmar@unja.ac.id received: 23rd january 2021/ revised: 06th march 2021/ accepted: 12th march 2021 how to cite: pranata, h. s., khairinal., & denmar, d. (2021). the effect of need for achievement, locus of control, and attitudes towards student entrepreneurial intentions in smkn 1 batang hari. the winners, 22(1), 39-45. https://doi.org/10.21512/tw.v22i1.6987 abstract high unemployment rate, especially from smk graduates, and the lack of entrepreneurship in indonesia have prompted many parties to find out solutions. it is very important in fostering graduates who are ready to become entrepreneurs. the research aimed to investigate the influence of need for achievement, locus of control, and attitudes toward entrepreneurial intentions of students of smk negeri 1 batang hari. data analysis method used path analysis in which multiple regression models were tested with classical assumptions to determine the appropriate analysis model. the classical assumption test included: normality test using the one-sample kolmogorov-smirnov test, homoscedasticity test using the spearman’s rho test, and linearity test using the lack of fit test and the multicollinearity test. with a sample of 175 class-xi students of all majors at smkn 1 batang hari, the result shows that there is an influence of need for achievement, locus of control, and attitudes toward students’ entrepreneurial intention at smk negeri 1 batang hari. keywords: need for achievement, locus of control, locus of attitudes, entrepreneurial intention i. introduction indonesia has the largest population, placed in the world’s fourth rank after china, india, and america. the ministry of home affairs through the directorate general of population and civil registration has released indonesian population data based on data for the first semester of january 2020. the total population of indonesia as of 30 june is 268.583.016. indonesia has a large population, so the country needs a large workforce to support its economic activities. in fact, according to data released by badan pusat statistik (statistics indonesia) as of february 2020, regarding the open unemployment rate based on the highest education completed, vocational high school (smk) graduates experienced the most unemployment reaching 8,49%. an elementary school graduate has unemployment reaching 2,64%, while junior high school graduates experience an unemployment rate of 5,02%. high school graduates experience an unemployment rate of 6,77%. diploma and university graduates reached 6,76% and 5,73%. the slowdown in indonesia's economy is seen as a factor in the increasing number of domestic unemployment. this unemployment rate is dominated by academic unemployment. the high unemployment rate and the lack of entrepreneurship in indonesia have prompted many parties to find solutions. unemployment is a complex problem as it causes poverty, crime, declining health and low education. vocational high school (sekolah menengah kejuruan/smk) is a formal school under the ministry of education and culture of the republic of indonesia which aims to train graduates who are ready to work independently as entrepreneurs. considering the average age of students in the production stage who want to receive science and technology including entrepreneurship, it is very important in fostering graduates of vocational schools who are ready to become entrepreneurs. the ministry of national education states that one of the efforts made by the government to create jobs is through an entrepreneurial encouragement. meanwhile, according to rahayu (2018), entrepreneurial intention is an individual’s intention to take entrepreneurial actions and develop 40 the winners, vol. 22 no. 1 march 2021, 39-45 their business. intentions play a unique role in guiding actions, linking deep thoughts that people believe and want with specific actions (wijaya et al., 2015). learning entrepreneurship in vocational high school can foster entrepreneurial intentions. the entrepreneurial encouragement that is formed is expected to increase the entrepreneurial intention of students. the development of entrepreneurial attitudes of vocational school students needs to be supported by skills that prioritize work skills, independence and entrepreneurship so they are able to professionally compete in real jobs. vocational school students must have a strong desire to become entrepreneurs, which will have an impact on opening up more job opportunities. all students from class xi to class xii can take part in entrepreneurship learning at vocational school with the hope that the entrepreneurial encouragement is established through learning. smk negeri 1 batang hari is one of the vocational schools in batang hari with six expertise programs, namely the expertise program in accounting, multimedia, marketing, catering, computer engineering, and offices to foster students' entrepreneurial encouragement by organizing entrepreneurship learning through classroom learning and entrepreneurial practice. students at smk negeri 1 batang hari are introduced and taught entrepreneurship training from class xi to class xii. they are given the opportunity to carry out entrepreneurial activities through school cooperatives and sales practices individually or in groups so that the learning activities are expected to form entrepreneurial intentions after graduation. in fact, what happens is that the learning activities only form the mindset to get jobs at companies, not to create their own jobs. it happens because during the internship practice at smk negeri 1, students are assigned to work at retail stores, not small and medium enterprises (smes). entrepreneurship is an effective way to overcome the imbalance between the workforce and the available jobs. however, the current entrepreneurial intention of smk negeri 1 batang hari students occurs to be low. in the initial survey conducted on 30 class xi students of smkn 1 batang hari, it is known that there are only three students who want to become entrepreneurs after graduating, while 20 students plan to go to college and seven other students want to apply for jobs. therefore, entrepreneurship education cannot be considered as an absolute guarantee that a student will establish a business. chrismardani (2016) states that behavioral attitudes are the basis for forming intentions. ma’rifah (2019) points out that entrepreneurial attitude is an aspect that must be shaped in the educational process to determine future careers. an entrepreneurial attitude allows one to see opportunities, have responsibility and have the courage to make all decisions. the indicators that determine a person's entrepreneurial attitude are: (1) interest in business opportunities; (2) creative thinking, (3) positive attitude towards business failure, (4) leadership skills and a sense of responsibility, and (5) ability to deal with risks and challenges. intention is influenced by several factors, including need for achievement and locus of control. these two factors are both psychological driving factors and strong characteristics known as factors that influence entrepreneurial behavior. need for achievement is a strong urge or desire from individuals to carry out tasks in accordance with predetermined success criteria (ermawati, soesilowati, & prasetyo, 2017). untu and widjaja (2019) find out that need for achievement is a positive predictor of entrepreneurial intention. similarly, handaru, parimita, and mufdhalifah (2015) come up with a result where the need for achievement variable shows a t-count of 2,104 and a significance value of 0,038. this shows that t-count> t-table and the significance value is smaller than 0,05. that is, h0 is rejected and ha is accepted. thus, need for achievement has a positive and significant effect on entrepreneurial intentions. locus of control is one of the personality variables, which is defined as an individual's belief in their ability to control their own destiny (musdalifah & baharuddin, 2015). murni (2017) finds that there is a positive relationship between internal locus of control and entrepreneurial intentions, where the p-value of 0,000 is smaller than 0,05 indicating that the relationship between internal locus of control and entrepreneurial intention is significant. higher internal locus of control leads to a higher entrepreneurial intention, and vice versa. blegur and handoyo (2020) obtain similar result showing that t-statistical value is 5,054 and p-value is 0,000, which means that locus of control has a positive and significant effect on entrepreneurial intentions. the problems examined in the research are: (1) does need for achievement affect students’ entrepreneurial attitudes in smkn 1 batang hari? (2) does locus of control affect students’ entrepreneurial attitudes in smkn 1 batang hari? (3) does need for achievement have a direct effect on students’ entrepreneurial intentions in smkn 1 batang hari? (4) does locus of control have a direct effect on students’ entrepreneurial intentions in smkn 1 batang hari? (5) does the entrepreneurial attitude affect the students’ entrepreneurial intention in smkn 1 batang hari? (6) does need for achievement by mediating entrepreneurial attitudes have an effect about students’ entrepreneurial intentions in smkn 1 batang hari? (7) does the locus of control with the mediation of entrepreneurial attitudes affect the students’ entrepreneurial intention in smkn 1 batang hari? ii. methods this is a quantitative research, in which the methods are based on a specific population or sample collected using research tools. data analysis is quantitative or statistical in nature, with the aim 41the effect of need for achievement.... (herry sofyandy pranata, et al.) of testing predetermined hypotheses to test specific populations and samples, and analyze the statistical data (fitria & sudarmadi, 2019; aulia & yulianti, 2019). the population in the research are 313 students of class xi at smkn 1 batang hari. there are 175 students taken as research subjects using purposive sampling technique with certain considerations. the instrument measurement scale uses a likert scale with five levels: (1) score of 5 for ‘strongly agree’, (2) score of 4 for ‘agree’, (3) score of 3 for ‘doubt/ neutral’, (4) score of 2 for ‘disagree’, and (5) score of 1 for ‘strongly disagree’. data collection method is a technique to collect data which will be used to obtain material and information related to the research (imron, 2019). the research uses an online questionnaire through google forms distributed to students of class xi in smkn 1 batang hari by first being tested on a research trial sample to determine its validity and reliability. purposive sampling technique is used to determine the sample in each class. the criteria for respondents are: 1) classes that have implemented the entrepreneurship course curriculum, 2) students who have studied entrepreneurship, and 3) students who have graduated studying entrepreneurship. there are nine classes at smkn 1 batang hari, which are accounting 1, accounting 2, multimedia, marketing 1, marketing 2, catering, computer and network engineering, office 1 and office 2. to determine the number of samples according to the existing criteria, the following formula is used: ni= ni x n (1) n information: ni = number of samples according to strata n = total population ni = total population according to strata n = total sample size based on the formula, the calculation of sample proportion from representatives of each study program is shown in table 1. table 1 calculation of sample proportion from representatives of each study program study program total students calculation of amount samples accounting 70 70/313×175 39 multimedia 34 34/313×175 19 marketing 70 70/313×175 39 cullinary art 34 34/313×175 19 computer and network engineering 35 35/313×175 20 offices 70 70/315×176 39 total 175 the validity test is performed using the pearson product-moment correlation test. if the correlation results with the total score of each variable ≥ 0,30, the instrument is declared valid. reliability test is conducted using cronbach alpha. if the alpha value is ≥ 0,70, it is said to be reliable. path analysis is an extension of multiple linear regression analysis. path analysis uses regression analysis to estimate causal relationships between predetermined variables based on theory (accidental models) aiming to know the direct or indirect effect of a set of independent variables on the dependent variable (arifin, 2018). according to patanduk et al. (2019), direct effect is the effect of one independent variable on the dependent variable without going through other variables. the direct and indirect effects can be seen as: 1) direct effect is the results of x1 x2 and x3 against y, and 2) indirect effect is the indirect result, where x is against y. the equation is provided: sub-structure 1: z = a1 + β1x1 + β2x2 + e (2) sub-structure 2: y = a2 + β1x1 + β2x2 + β3z + e (3) where: x1 = need for achievement, x2 = locus of control, z = entrepreneurial attitude y = entrepreneurial intention. α1, α2 = constant; β1, β2, β3 = regression coefficient e = error. z these are the intervening variables to determine the effect of need for achievement, locus of control indirectly on employee performance. to test the effect of the intervening variables, the path analysis method is used. multiple regression models must be tested with classical assumptions to determine the appropriate analysis model. the classical assumption test includes: 1) normality test using the one-sample kolmogorov-smirnov test, 2) homoscedasticity test using the spearman’s rho test, and 3) linearity test using the lack-of-fit test and the multicollinearity test by looking at the tolerance or variance inflation factor (vif) results. if the tolerance is greater than 0,10 or the vif is less than 10, multicollinearity does not occur. to simplify the analysis, the research uses a multi-variate analysis application with the ibm spss 21.0. iii. results and discussions the validity of the instrument based on the pearson product-moment correlation test shows that the need for achievement variable consisting of 11 questions, locus of control consisting of 11 questions, entrepreneurial attitude with 9 questions and 42 the winners, vol. 22 no. 1 march 2021, 39-45 entrepreneurial intention with 9 questions are declared valid all of them since the correlation coefficients are all above 0,30. meanwhile, the reliability test results show that: 1) the need for achievement instrument is 0,891 with n of 11 items, 2) locus of control is 0,935 with n of 11 items, 3) entrepreneurial attitude is 0,908 with n of 9 items, and 4) entrepreneurial intention is 0,917 with n of 9 items. therefore, all cronbach alpha values are greater than 0,70 which indicates that the need for achievement, locus of control, entrepreneurial attitude, and entrepreneurial intention are all reliable. as seen in table 2, the classical assumption test based on the output of spss 21 with one-sample kolmogorov-smirnov test shows that the sig. is greater than 0,05, thus it occurs that the need for achievement variable, locus of control variable, entrepreneurial attitude and entrepreneurial intention variables are normally distributed. table 2 data normality test results unstandardized residual n 175 normal parametersa.b mean 0,0000000 std. deviation 1,52300835 most extreme differences absolute 0,067 positive 0,067 test statistic 0,67 asymp.sig.(2-tailed) 0,200c a. test distribution is normal b. calculated from data c. lilliefors significance correction. the relationship between need for achievement, locus of control, and entrepreneurial attitudes towards entrepreneurial intentions is linear. the lack-of-fit test finds that the sig. of need for achievement is 0,223, locus of control is 0,988, the entrepreneurial attitude is 0,574. they are all greater than 0,05. the output of spss 25 is shown in table 3. table 3 linearity test results variabel explanation sig. need for achievement deviation from linearity 0,233 locus of control deviation from linearity 0,988 entrepreneurial attitude deviation from linearity 0,574 the multicollinearity test results in table 4 do not show multicollinearity since the tolerance results are all greater than 0,10. besides, the vif results are all smaller than 10, as shown in table 5. based on the results of the spss 25 output, the regression equation can be determined as: y = 0,269 x1 + 0,525 x2 + e (4) z = 0,236 x1 + 0,484 x2 + 0,212y therefore, the path coefficient, the indirect effect, and the total effect can be summarized as shown in table 5. first, the discussion starts with the influence of need for achievement on entrepreneurship attitudes at smkn 1 batang hari. the research has hypothesis 1 (h1), which is: need for achievement has a positive and significant effect on entrepreneurial attitudes at table 4 multicollinearity test results coefficientsa model collinearity tolerance statistics vif 1 need for achievement 0,239 4,180 locus of control 0,214 4,680 entrepreneurship attitudes 0,408 2,453 a.dependent variable: the intention of entrepreneurship table 5 summary of path coefficients variabel path coefficients influence total direct indirect x1 – y 0,269 0,269 0,269 x2 – y 0,525 0,525 0,525 x1 z 0,236 0,236 0,062 0,298 x2 z 0,484 0,484 0,102 0,586 y – z 0,212 0,212 0,212 ↋1 0,408 0,408 0,408 ↋1 0,240 0,240 0,240 43the effect of need for achievement.... (herry sofyandy pranata, et al.) smkn 1 batang hari. the results of the spss 25 output are related to the f-test and the t-test to determine the effect of need for achievement on entrepreneurship attitudes, which are provided in table 5 and table 6. based on table 7, sig. t of need for achievement is 0,006. it is less than 0,05, which means that the regression coefficient is significant. to test whether the contribution of the relationship between need for achievement to entrepreneurship attitudes is significant, the f-test is used which is shown in table 5, where the value of f = 124,966 with sig. 0,006. with a significance value less than 0,05. it is considered that need for achievement has a significant and positive influence on entrepreneurial attitudes since the regression coefficient is positive, thus h1 is proven or accepted. the second discussion is on influence of locus of control on entrepreneurship attitudes at smkn 1 batang hari. hypothesis 2 (h2) is: locus of control has a positive and significant effect on students’ entrepreneurial attitudes at smkn 1 batang hari in gianyar regency. the results of the spss 25 output are related to the f-test and the t-test to determine the effect of locus of control on entrepreneurship attitudes, which are provided in table 6 and table 7. based on table 7, sig. t for locus of control is 0,000. it occurs to be less than 0,05, which means the regression coefficient is significant. as seen in table 6, f-test is used where the value of f = 124,966 with sig. 0,000. with a significance value less than 0,05 and positive regression coefficient, it is found that locus of control has a significant and positive influence on entrepreneurial attitudes. the research proves that if the given locus of control is improved, the entrepreneurial attitude will increase. hence, h2 is accepted. hypothesis 3 (h3) of the research is: direct need for achievement has a positive and significant effect on entrepreneurial intentions at smkn 1 batang hari. the results of the spss 25 output are related to the f-test and the t-test to determine the effect of entrepreneurial attitudes on entrepreneurial intentions, as provided in table 8 and table 9. table 9 shows that sig. t of need for achievement is 0,002, which means that the regression coefficient is significant. as seen in table 8, the f-test finds that the value of f is 180,828 with sig. 0,000. with a significance value less than 0,05, it is found that need for achievement has a significant and positive influence on entrepreneurial intention, thus h3 is accepted. next, the research has hypothesis 4 (h4), which is: locus of control has a positive and significant table 6 f-test results for x1, x2, z anovaa model sum of squares df mean square f sig. 1 regression 1033,995 2 516,997 124,966 0,000b residual 711,582 172 4,137 total 1745,577 174 a. dependent variable: the intention of entrepreneurship b. predictors: (constant), locus of control, need for achievement table 7 t-test results for x1, x2, z coefficientsa model unstandardized b coefficients std. error standardized coefficients beta t sig. 1 (constant) 10,129 1,746 5,802 0,000 need for achievement 0,191 0,069 0,269 2,759 0,006 locus of control 0,409 0,076 0,525 5,391 0,000 a.dependent variable: entrepreneurship attitudes table 8 f-test results for x1, x2, y, z anovaa model sum of squares df mean square f sig. 1 regression 1280,398 3 426,799 180,828 0,000b residual 403,602 171 2,360 total 1684,000 174 a. dependent variable: the intention of entrepreneurship b. predictors: (constant), entrepreneurship attitudes, locus of control, need for achievement 44 the winners, vol. 22 no. 1 march 2021, 39-45 effect on students’ entrepreneurial intention at smkn 1 batang hari. the results of the spss 25 output are related to the f-test and the t-test, as provided in table 8 and table 9. it is found out that sig. t of locus of control is 0,000. it is less than 0,05 showing that the regression coefficient is significant. f test is to find whether the contribution of the relationship between entrepreneurial attitudes to entrepreneurial intentions is significant. table 8 shows the value of f is 180,828 with sig. 0,000. with a significance value less than 0,05, it is considered that locus of control has a significant influence on entrepreneurial intention, thus h4 is accepted. next, hypothesis 5 (h5) is the research is: entrepreneurial attitude has a positive and significant effect on students’ entrepreneurial intention at smkn 1 batang hari. the results of the spss 25 output are related to the f-test and the t-test to determine the effect of locus of control on entrepreneurial intention, as seen in table 6 and table 7. based on table 9, sig. t of locus of control is 0,000. it is less than 0,05 meaning that the regression coefficient is significant. as shown in table 8, f-test proves that the value of f is 180,828 with sig. 0,000. with a significance value less than 0,05, it is considered that locus of control has a significant influence on entrepreneurial intentions, thus h5 is accepted. hypothesis 6 (h6) in the research is: need for achievement with entrepreneurship attitude mediation has a positive and significant effect on students’ entrepreneurial intention of smkn 1 batang hari. based on table 7 it is known that the value of the direct influence of need for achievement (x1) on entrepreneurial intention is (z) 0,269. the indirect effect is equal to 0,298 which means that the value of the indirect effect is greater than the value of the direct effect. these results indicate that need for achievement (x1) through attitude (y) indirectly has a significant effect on entrepreneurial intentions (z). lastly, hypothesis 7 (h7) is: locus of control with mediation of entrepreneurial attitudes has a positive and significant effect on students’ entrepreneurial intentions of smkn 1 batang hari. table 7 shows that the value of the direct effect of locus of control (x2) on entrepreneurial intention is (z) 0,525 and the indirect effect is 0,586 which means that the value of the indirect effect is greater than the value of the direct effect. this result indicates that locus of control (x2) through attitude (y) indirectly has a significant influence on entrepreneurial intention (z). iv. conclusions the research finally comes up with conclusions: 1) need for achievement has an influence on attitudes of class xi students at smkn 1 batang hari, 2) locus of control has an influence on attitudes of class xi students at smkn 1 batang hari, 3) need for achievement has an influence on class xi students’ entrepreneurial intention at smkn 1 batang hari, 4) locus of control has an influence on the entrepreneurship intention of class xi students at smkn 1 batang hari, 5) attitudes have an influence on entrepreneurial intentions of class xi students at smkn 1 batang hari, 6) need for achievement experience through attitude indirectly has a significant influence on entrepreneurial intention of class xi students at smkn 1 batang hari, and 7) locus of control through attitude indirectly has a significant influence on entrepreneurial intention of class xi students at smkn 1 batang hari. the research results can be used as important information that the entrepreneurial intention must be owned by students to prevent the increasing number of unemployment, especially for smk graduates. in addition, entrepreneurship teachers can arrange learning tools both from the syllabus, lesson plans, models learning and teaching methods to improve need for achievement, locus of control and student attitudes, so they have formed entrepreneurial intentions from an early age. the research has limitations since it focuses on the problem of the influence of need for achievement and locus of control on the entrepreneurial intentions of students of smk negeri 1 batang hari through their attitudes. moreover, the criteria for respondents is considered limited, so future researchers are suggested to extend and develop the criteria. for future research, the research has a drawback since it is only carried out at one school at smk negeri 1 batang hari, so it is expected that further research is conducted at several other smk in batang hari to produce more representative results. table 9 t-test results for x1, x2, y, z coefficientsa model unstandardized b coefficients std. error standardized coefficients beta t sig. 1 (constant) 4,754 1,442 3,297 0,001 need for achievement 0,164 0,053 0,236 3,079 0,001 locus of control 0,370 0,062 0,484 5,975 0,000 entrepreneurship attitudes 0,209 0,058 0,212 3,621 0,000 a. dependent variable: the intention of entrepreneurship 45the effect of need for achievement.... 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(2017). pengaruh need for achievement dan locus of control terhadap intensi berwirausaha melalui sikap siswa kelas xii smk negeri se kota semarang. journal of economic education, 6(1), 66-74. https://journal. unnes.ac.id/sju/index.php/jeec/article/view/14704. fitria. f. & sudarmadi, d. (2019). pengaruh sistem informasi akuntansi dan pengendalian internal terhadap kinerja karyawan pt. beton elemen persada. jurnal akuntansi, audit dan sistem informasi akuntansi, 3(1), 1-13. http://journal.unla.ac.id/index.php/jasa/ article/view/455. handaru, a. w., parimita, w., & mufdhalifah, i. w. (2015). membangun intensi berwirausaha melalui adversity. jurnal manajemen dan kewirausahaan, 17(2), 155166. https://doi.org/10.9744/jmk.17.2.165-176. imron, i. 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(2019). pengaruh need for achievement dan self-efficacy terhadap entrepreneurial intention pada mahasiswa fakultas ekonomi universitas tarumanagara. jurnal manajerial dan kewirausahaan, 1(2), 374-382. https://journal.untar.ac.id/index.php/jmdk/article/ view/5098/3183. wijaya, t., nurhadi., & kuncoro, a. m. (2015). intensi berwirausaha mahasiswa: perspektif pengambilan risiko. jurnal siasat bisnis, 19(2), 109-123. https:// doi.org/10.20885/jsb.vol19.iss2.art2. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 67 the winners, 22(1), march 2021, 67-73 doi: 10.21512/tw.v22i1.7045 knowledge management strategy, innovation, and performance in small business enterprise in indonesia aryo bismo1; wensin halim2; monica andini erwinta3* 1,2,3management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1aryo.bismo001@binus.ac.id; 2wensin.halim@binus.ac.id; 3monica.erwinta@binus.ac.id received: 05th february 2021/ revised: 18th march 2021/ accepted: 30th march 2021 how to cite: bismo, a., halim, w., & erwinta, m. a. (2021). knowledge management strategy, innovation, and performance in small business enterprise in indonesia. the winners, 22(1), 67-73. https://doi.org/10.21512/tw.v22i1.7045 abstract the research aimed to provide view about the knowledge management strategies that specifically testing both codification and personalization, and their consequences on innovation and performance in small business enterprise. data were collected from 46 small business enterprises in indonesia through online questionnaires, and were analysed using structural equation modelling. the results reveal that knowledge management strategies— codification and personalization—have impacts on innovation and performances directly and indirectly through the increase on innovation capability. it is considered that the research will help small business enterprises to establish a good knowledge management strategy to obtain better profit on a specific condition and environment. keywords: knowledge management strategy, innovation, performance, small business enterprise i. introduction development of technology in industry 4.0 makes competition become more rigid than before, and brings business into the next level of competition to survive. lópez-nicolás and meroñocerdán (2011) and shujahat et al. (2019) define knowledge management as the explicit and systematic management of vital knowledge–and its associated processes of creation, organization, diffusion, use and exploitation. it is essential for a business to build a competitive advantage by establishing a good strategy of knowledge management (lópez-nicolás & meroñocerdán, 2011). therefore, it is considered that the firm on the small business enterprises (sbe) in indonesia become the focus of the research since it is important for them to establish knowledge management and innovation to keep thriving in such competition. marzal (2019) shows that the stretching of the e-commerce industry has also developed a number of local unicorns—enterprise with value above us$ 1 million such as tokopedia and bukalapak. foreign players also enjoy the vantage of indonesian e-commerce, such as lazada and shopee (singapore), and jd.id (china). with great potential, the digital industry is one of the sectors that can be relied on to sustain economic growth and encourage equity as well considered as a good economic value to be utilized by sbe players to reach more market share and obtain more profit (rahman, 2016). nevertheless, this also creates various agile competitions over technology and internals. many regulations, innovations and tactics are made to accelerate and develop an electronic-based trading system to spur the growth of the national digital industry by developing technology, internet, and logistics as the expansion of internet services is a major prerequisite for the growth of an e-commerce business and facilitating connectivity (rahayu, 2019). therefore, sbe needs to form a strong and comprehensive data, information network and innovation. in the area that becomes the center of change, a business must be able to meet and respond to various changes and levels of service to customers. services must be provided as to meet customer expectations. otherwise customers will not stay loyal (ariyanti, 2017). at this point, decision making and response must be fast, so it is necessary to take advantage of enormous data and innovation to deliver the best performance to meet market needs and demands to achieve competitive advantage (“genjot daya saing industry”, 2018). for this purpose, user data is the key sources to grow a business. knowledge management is 68 the winners, vol. 22 no. 1 march 2021, 67-73 able to provide further recommendation about unique services from a customer since today’s businesses need to see guidance that a company must be able to respond to its customers in real time (nawab et al., 2015). knowledge management strategy is related to a process and infrastructure that firms obtain, create, and share knowledge to formulate a strategy and decision making of the company (north & kumta, 2018). knowledge management strategy can align company’s goal with the resources and capabilities company obtain by establishing intellectual and strategic requirements as to reduce the gap between what the company knows and what actually happens (nawab et al., 2015). the typology of knowledge strategies can be distinguished between personalization and codification of knowledge. the classification is differentiated based on tacit knowledge and explicit knowledge, which differs on the use of information technology (karamat et al., 2019). in codification strategy, determinations are extracted from the person who develops them, made independent of that person, and reused for various purposes within same condition. meanwhile, strategies that are oriented towards tacit knowledge (human or personalization) are non-complementary with respect to organizational performance (choi & lee, 2003). codification knowledge management captures existing knowledge, and then transfers and implement to similar situations whereas personalization knowledge management focuses on dialogue between individuals, new knowledge that is shared, synthesized, and created (obeidat, al-suradi, & tarhini, 2016; mohapatra et al., 2016; dingsøyr, 2019). both personalization and codification of knowledge promote innovation and enable competitive advantage (raudeliūnienė, davidavičienė, & jakubavičius, 2018). knowledge management is key in strategic management and innovation research (girard & girard, 2015). the description of knowledge management varies, including creation, diffusion, feeding and application of either existing or new knowledge. knowledge management intends to manage the intellectual and social capital of individuals to improve the learning abilities of an organization that allows the innovation process (rahimi et al., 2017). the knowledge management process is the process of acquiring knowledge, converting knowledge, sharing, and applying knowledge to improve company performance and help organization in achieving success as measured from a financial, market and internal perspective of a company (abualoush et al., 2018; raudeliūnienė, davidavičienė, & jakubavičius, 2018). innovation efforts include finding, discovering, experimenting, and developing new technologies, products or services with new production processes or even organizational structures. innovation can also be defined as the process of implementing a new idea in something new (borghini, 2005). damanpour and evan (1984) illustrate that innovation has several characteristics, including new elements, new structures or administrative systems, new policies, new plans or programs, new production processes, and new products or services. innovation is categorized as a new world where there are new products for companies, additional product lines, improvements or revisions to product lines, cost reduction, or product repositioning, in which new innovations are characterized as radical innovations while others are additional innovations (darroch, 2005). innovation process is very dependent on knowledge, especially on tacit knowledge (ganguly et al., 2019). the new knowledge is considered highly valuable and can be created and converted into a new product, service, or process that produces a competitive advantage for a company (lee et al., 2016) the new development can take place by turning general knowledge into specialized knowledge (meroño-cerdán & lópez-nicolás, 2017). the strong interaction between knowledge management and innovation has been empirically tested by jantunen (2005) and khan et al. (2020). company performance is a multidimensional concept, in which the company's position against its competitors will be considered in assessing the company’s performance (meroño-cerdán & lópeznicolás, 2017). a comprehensive view of company performance does not only consider the financial perspective of the company but also the monitoring of the company's value creation (meroño-cerdán & lópez-nicolás, 2017). the company performance is often seen from three perspectives: 1) the company's financial performance which includes market performance such as profitability, growth, and customer satisfaction; 2) the process performance which refers to the quality and efficiency of the company; 3) the company's internal performance which refers to the individual capabilities of the company such as employee qualifications, employee satisfaction and creativity. according to darroch (2005), company performance usually uses internal comparative and reflective performance measures. for instance, the company's performance is compared with the average of other competitors in the industry, whether it is superior and profitable. meanwhile, on the internal reflective, for instance, if the company achieves the highest profit this quarter for the last ten years, the performance measure includes financial and nonfinancial terms such as process performance and internal company. knowledge management is stated to expand the scope of creativity and enhance the innovation process through the movement and development of new knowledge (nawab et al., 2015). effective knowledge management, in addition, is a determining factor for the success of launching new products since knowledge contributes to producing creative thinking resulting in innovation (borghini, 2005). therefore, effective knowledge management is seen as the 69knowledge management strategy.... (aryo bismo, et al.) biggest contributor to the formation and smoothness of corporate innovation (darroch, 2005). pérez-luño, alegre, and valle-cabrera (2019) state that most of the exploration and innovation come from knowledge focused on tacit knowledge, while lópez-cabarcos et al. (2019) suggest a positive impact that the reuse of explicit knowledge (codification strategy) would come up with great development of radical innovation (möller & halinen. 2017; barão et al., 2018). jantunen (2005) reveals that knowledge acquisition, dissemination, and utilization of knowledge will form new knowledge creation capabilities that enhance corporate innovation. lópezcabarcos et al. (2019) investigate the relationship between tacit knowledge and innovation ability, which shows that increasing the innovation capability of a company is highly dependent on the degree of utilization of the organization's tacit knowledge and is influenced by internal factors of the company. abdi et al. (2018) explain that consistency and persistence in knowledge management is the best way that companies can do to increase technological innovation, products and/or services through knowledge acquisition and application. hence the research aims to prove the theory that knowledge management is one of the factors to ensure the success of developing innovation. knowledge management can improve company performance and competitiveness (dalkir, 2017; mardani et al., 2018). the performance of the knowledge management system must combine financial and non-financial measures within the firm since different performance dimensions will be influenced by different knowledge management strategies (wu & lin, 2004). the influence of each knowledge management (codification and personalization) on different performance dimensions may result in different impacts (wu & lin, 2004). the personalization strategy may be more valuable in increasing the competitiveness of the company than the codification strategy, but an explicitly oriented coding strategy is more profitable for enhancing the performance of the company (martinez-conesa, sotoacosta, & carayannis, 2017). meanwhile, codification knowledge management saves time and increases coordination efforts while personalization strategies improve quality, competence, and innovation ability (wu & lin, 2004). based on these views, the research aims to find out whether the knowledge management is one of the factors that improves performance directly or indirectly with enhancing innovation. the research proposes the similar research model, as seen in figure 1, that has already been tested by lópez-nicolás and meroño-cerdán (2011). the research is different from previous research by two aspects: 1) the conceptual model will be more detailed as the firm performance is divided into three performances—financial, process and internal performance; 2) it lays on the context of the research, which is the situation that encourage sbe to learn about knowledge management strategy and innovation to improve the firm performance. figure 1 conceptual model source: adapted from lópez-nicolás & meroño-cerdán (2011) moreover, the research is important due to the current situation of covid-19 pandemic in indonesia. the facts have shown that the impacts of the covid-19 pandemic on smes in indonesia bring businesses on this level of competition into a slump. data from the cooperative ministry illustrates that 1.785 cooperatives and 163.713 micro, small and medium enterprises (msmes) are affected by the pandemic (amri, 2020). according to mudassir (2020), at least 39,9% of small and medium enterprises (sme) have decided to reduce the stock of goods during the largescale social restrictions (psbb). meanwhile, 16,1% of smes have decided to deduct employees due to the closure of physical stores. the condition will become another reason for sbe actors ,especially in indonesia, to realize the importance of managing the knowledge and bringing up the innovation to come up with better performance. the research aims to extend more perspectives regarding the previous research by darroch (2005), discussing about relationship of knowledge management, innovation and performances. the research is the continuation from lópez-nicolás and meroño-cerdán (2011) that have specifically tested both codification and personalization and the consequences on innovation and on financial and nonfinancial performances. the research brings a different point of view from previous research since it focuses on sbe in indonesia and is developed during covid-19 pandemic in 2020. it is expected that the research conclusion will help sbes to build a good knowledge management strategy, and to achieve better profit on a specific condition and environment. to test the assessment, hypothesis are proposed: h1 : codification knowledge management strategy enhances innovation. h2 : personalization knowledge management strategy enhances innovation. h3 : codification knowledge management strategy has direct effect on firm performance. 70 the winners, vol. 22 no. 1 march 2021, 67-73 h4 : personalization knowledge management strategy has direct effect on firm performance. h5 : codification knowledge management strategy has an indirect effect on firm performance through an increase on innovation capacity. h6 : personalization knowledge management strategy has an indirect effect on firm performance through an increase on innovation capacity. ii. methods the research implements quantitative methods. the conceptual model shown in literature review is empirically tested through survey among indonesian smes. the sampling procedure is based on probability sampling technique with stratified sampling methods, in which the data are collected through online questionaries. the respondents are selected based on the ownership of business and the sum of employee that they have. the selected respondents are required to represent the sbe characteristics which only have maximum 30 employees on their firm. the research assumes 10% error and 90% confidence level. after conducting survey to 46 sbe owner in indonesia, 44 sbes owners’ valid responses are obtained from different categories of industries. complete description are shown in table 1. table 1 respondent profile no. measurement sample (%) company size: 1 ≤ 30 employees 95,7 2 > 30 employees 4,3 sme owner age: 3 ≤ 30 years old 76 4 > 30 years old 24 sector: 5 food & beverages 40 6 education 2 7 health 4 8 transportation 4 9 retail 13 10 online 30 11 others 7 geographical distribusition: 12 jakarta area 68 13 outside jakarta area 13 14 online 19 source: data processing (2020) variables used on the research are measured with multi-item scales that have been tested by lópeznicolás & meroño-cerdán (2011). the items used on the research are also based on similar types of research, which are knowledge management (km), innovation (inn) and, performance (fp) measures (choi & lee, 2003). confirmatory factor analysis (cfa) conducted for reliability and validity, the cronbach’s alpha and composite reliability above 0,70 chosen based on (hair, 2001), the average variance extracted (ave) is above 0,50 according to fornell & larcker (1981). the goodness-fit of model is observed based on nonsignificant chi-square, goodness fit index (gfi), comparative fit index (cfi) and incremental fit index (ifi) above 0,90, root mean square error of approximation (rmsea) below 0,80 and root mean square residual (rmr) between 0,05 and 0,06. the model structures are assessed using amos 20 and structural equation modelling (sem) since all paths could be evaluated at once. iii. results and discussions the results of confirmatory factor analysis are to check the reliability and validity of the structures used for survey with questionnaires. reliability and validity are checked using scale composite reliability (scr) and average variance extracted (ave) for construct validity, as seen on table 2. all constructs are suitable for analysis with the minimum score for composite reliability is 0,70 and for ave is 0,50. the results of cfa show that all constructs have already passed the minimum score. interesting results appear on research model testing. lópez-nicolás and meroño-cerdán (2011) have shown that all hypothesis from h1 to h4 are supported on this model. however, as seen on table 3, the results show different outcomes. only h1 and h4 support innovation and firm performance directly. on the other hand, knowledge management strategies have secondary effect on firm’s overall performance— through an increase on organization innovation capability—which supports h5 and h6. the findings prove that knowledge management is the essential factor for companies to innovate more, which differs from what barley, treem, and kuhn (2018) have mentioned that personalization motivates employee to build some innovation. it can be concluded that sbes in indonesia believe that the advancement of technology become one of the important things for improving the innovation and enhance performance through innovation, especially in the covid-19 pandemic, where online business is growing at a fast rate in indonesia. the situation shows huge opportunities for growth and thus, innovation is needed where it is established from the personalization since the employees are motivated. another interesting result shows that personalization directly affects firm performance. it comes out that the social interaction and employees’ characteristics directly impact firm performance. the results are considered reasonable since the research is conducted in indonesia where 71knowledge management strategy.... (aryo bismo, et al.) the communication between employee and customers is believed more important rather than focusing on innovation internally. the subordinate effect of knowledge management strategy on firm performance through the acceleration of firm innovation capacity (h5 and h6) is also substantiate. the result is consistent with several previous research by santoro et al. (2018) and lópez-nicolás & meroño-cerdán (2011), mentioning that knowledge management strategies give significant impact and enhancement to the increasing of innovation capacity. it is proven that both knowledge management strategy and innovation will improve the overall firm performance—financial, process, and internal—which is a critical issue for the sbe during the pandemic as it changes people’s behaviour and turns down the economic. therefore, to compete and survive, it is essential for sbes increase their performance through innovation and knowledge management. iv. conclusions the research has presented the approach to strategic knowledge management that refines innovation and firm’s performance. in addition, it is shown that the risk of knowledge management strategies (codification and personalization) gives impacts on innovation and organization performance, which will become empirical evidence for future research. apart from the risk, only personalization shows a great impact on the overall firm performance. this leads to the conclusions that the research could be relevant in many ways in helping sbes to develop financial, process, and internal performances in the pandemic. it is suggested that changing business model into an online business seems crucial to survive the market shrinks. the research result can be implemented to enterprises due to the new insight and useful findings for sbes since firms currently tend to ignore the main function of knowledge management. managers are suggested to implement knowledge management and adjust it to their firms, so they could elaborate strategy to increase performance through innovation. after understanding the primary use of knowledge management, enterprises can acknowledge the improvement especially on innovations, financial results, processes, and the capabilities of human resource as a result of understandable knowledge management strategy (codification and personalization). therefore, knowledge management strategy indirectly boosts the innovation and firm performance. the research has some limitations. the first one lies on the sample which is obtained from indonesia. thus, findings and insight might be applied to asean since the countries experience development on economics and technology the same way. nevertheless, if the case is based on other continents, research may come up with different results thus it is suggested future research use an international perspective, for example, combining firms from more than one country. however, reviewing companies from other countries across continents will have more challenges such as time difference, different company lifestyle, and different implementation of knowledge management. the second limitation lies on the questionnaires with subjective measures. future research is expected to consider objective table 2 validity and reliability no mean item cronbach’s alpha scr ave 1 codification 3,82 4 0,734 0,962 0,710 2 personalization 3,79 4 0,704 0,856 0,761 3 innovation 3,64 2 0,495 0,934 3,739 4 financial performance 3,72 3 0,327 0,713 0,374 5 process performance 3,93 4 0,731 0,862 0,626 6 internal performance 3,86 3 0,807 0,880 0,858 ᵡ2: 2,165, gfi: 0,59, cfi: 0,54, rmsea: 0,165, ifi: 0,568, rmr: 0,090 table 3 hypothesis testing result no p value loadings results 1 h1 cod  inn 0,072* 0,916 supported 2 h2 pers  inn 0,890 0,080 not-supported 3 h3 cod  fp 0,198 0,201 not-supported 4 h4 pers  fp 0,091* 0,698 supported 5 h5 cod  inn  fp 0,085* 0,214 supported 6 h6 pers  inn  fp notes: *p< 10% 72 the winners, vol. 22 no. 1 march 2021, 67-73 measures for firm performance, for example return on investment (roi) or return on assets (roa). it is possible that researchers expand the examination on knowledge management strategy by studying more about learning outcomes. references abualoush, s., masa’deh, r., bataineh, k., & alrowwad, a. 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(2004). a strategy-based process for implementing knowledge management: an integrative view and empirical study. journal of the american society for information science and technology, 60(4), 789-802. https://doi.org/10.1002/ asi.20999. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 147 the winners, 22(2), september 2021, 147-153 doi: 10.21512/tw.v22i2.7025 women’s support in resilience of online taxi drivers’ families in jakarta during covid-19 pandemic dhita ayu pradnyapasa1; renny nurhasana2*; ni made shellasih3; anita siti fatonah4; fadhilah rizky ningtyas5 1,2urban studies program, school of strategic and global studies, universitas indonesia jl. salemba raya no. 4, kenari, senen, jakarta pusat 10430, indonesia 3,4,5center for social security studies, school of strategic and global studies, universitas indonesia jl. pegangsaan timur no. 16, pegangsaan, menteng, jakarta pusat 10320, indonesia 1dheita.ayu@gmail.com; 2renny.nurhasana@yahoo.com; 3nmshellasih@gmail.com; 4anitafatonah2@gmail.com; 5fadhilahrzkn@gmail.com received: 31st january 2021/ revised: 11th april 2021/ accepted: 12th april 2021 how to cite: pradnyapasa, d. a., nurhasana, r., shellasih, n. m., fatonah, a. s., & ningtyas, f. r. (2021). women’s support in resilience of online taxi drivers’ families in jakarta during covid-19 pandemic. the winners, 22(2), 147-153. https://doi.org/10.21512/tw.v22i2.7025 abstract the research aimed to assess women’s support to maintain the resilience of online taxi drivers’ families in jakarta during covid-19 pandemic. the research applied a qualitative method. data were collected by conducting interview with four participants, who were the wives of online taxibike drivers. four dimensions were believed to be important for family resilience within the pandemic, namely women’s support to integrity variable, physical endurance, economic resilience, and socialpsychological resilience. the research finds various important women’s support in maintaining the family resilience during covid-19 pandemic. it is found that women as wives are able to retain good communication between family members, provide nutritious food for family members, support economic resilience by minimizing expenditures, manage to teach children at home while taking care of younger babies, and so forth. the research limitation is on the variability of the participants. it is suggested that further research implements quantitative methods to gain more data and expand the number of participants for more exploration. keywords: women support, family resilience, online taxi drivers i. introduction covid-19 is an infectious disease caused by a new virus derived from the coronavirus type which is referred to as severe acute respiratory syndrome coronavirus 2 (sars-cov-2). this is a new virus which is a similar type of virus that caused an outbreak in 2002 (“transmission of sars-cov-2”, 2020). based on data as of october 3, 2020, there were 299.506 covid-19 cases recorded in indonesia, with the metropolis as the largest contributor to the number of cases. dki jakarta as the center of the capital is severely infected as data shows one million positive cases in january 2021. the dense capital city area is one of the catalysts in the spread of this virus transmission, which causes national health crisis. as a result of intense widespread, the government took several efforts to suppress the spread of this virus. one of the efforts was to implement pembatasan sosial berskala besar/psbb (largescale social restrictions) to restrict the physical contact of the community. dki jakarta is one of the regions that has implemented the first phase of psbb, commencing from april 10 to june 4, 2020. this has been regulated in the special regulation of the governor of dki jakarta no. 33/2020 concerning the implementation of psbb. this social restriction has a social and economic impact on various fields in society as it limits people for work (iswari et al., 2020). one of the affected work fields is public transportation. one of the public transportations that has been impacted is ‘online taxi’. online taxi is an informal sector currently and widely used in indonesia, and is continuously growing (suprayogaswara, 2017). based on the dki jakarta governor regulation no. 33/2020, the psbb period had caused the online taxibike drivers restricted to only transporting goods, not passengers. the number of passengers for online taxi-car were limited. according to eddy and harahap (2020), it is known that the proportion of online taxibike drivers' income decreased by around 58,14%. this affects the family income (lizya et al., 2021). 148 the winners, vol. 22 no. 2 september 2021, 147-153 in 2020, it was stated that there was a significant decrease in income during the psbb period, while drivers still had to compete with other drivers for passengers. this income reduction can indirectly affect the resilience of online taxi drivers’ families. indicating from the perspective of national resilience, family resilience is one of the most important frontline vanguards to maintain and strengthen the nation. this is due to the important role of family resilience in realizing quality human resources (puspitawati & herawati, 2018). family resilience can be defined as a condition that a family has in the form of tenacity and toughness containing physical and material abilities that are useful for sustaining and developing themselves, creating a harmonious family and improving physical and mental welfare and happiness (decree no. 52, 2009). many shall play a role in maintaining family resilience, one of which is the support of women in the family. the support of women in family resilience is crucial due to the responsibility of a woman’s substantial roles in each household activity (robinson & bessell, 2002). assessing family resilience uses the concept of family resilience and welfare issued by the ministry of women empowerment and child protection (mowecp) no. 6 of 2013 concerning the implementation of family development. the assessment is done through five-dimension-assessment with 15 variables. the importance of women’s support in family resilience have been variously studied. however, the specific study related to the women’s support in online taxi’s families are rarely discussed. the research objective is to assess women’s support to maintain the resilience of online taxi driver’s families in jakarta during covid-19 pandemic using qualitative data collection method. it is important to discuss the issue since the number of online taxis in jakarta are growing. ii. methods the research applies a descriptive research design with a qualitative approach. qualitative research emphasizes research procedures that will produce data in the form of words which describe the behavior or events of the object being observed. this method is used to explore and describe the wife's support for family resilience using words so that it could be seen comprehensively the problems experienced by online taxi drivers’ wives during the covid-19 pandemic. the research location is conducted in the dki jakarta area since it is one of the provinces with high increase of covid-19 cases in indonesia. the sampling technique is purposive sampling to represent the number of participants required. the method is indepth interview which is conducted by using a zoom meeting application so that a two-way communication occurs. the participants are the wives of online taxi drivers who previously participate in the focus group discussion (fgd) prior to the covid-19 pandemic, which is held with several online taxi drivers to find out how much their income increased before and after becoming online taxi drivers. in the research, four wives of online taxi drivers are interviewed. before starting the interview, the research objectives and terms for voluntary participation are explained to the participants. research participants have signed the consent form digitally and the confidentiality of the identities of study participants is guaranteed. the participant's identity is erased in the transcript, so initials are used to label the transcript. all interview processes are recorded via video and audio with the permission of the research participants, which can be accessed only by the researcher for research purposes. the interview was conducted from 8 august 2020 to 11 august 2020. the interview instrument refers to the indicators of family resilience issued by the ministry of women empowerment and child protection (mowecp) republic of indonesia. the research instrument is modified by following the research objectives. the data analysis is performed using the content analysis of the interview transcript. this analysis systematically converts several texts into a highly ordered and concise summary of the main results (erlingsson & brysiewicz, 2017). in order to maintain the accuracy of the information, data collection is carried out on the same day as the data analysis. audio recording for the transcript is administered in less than 24 hours after the interview was conducted. iii. results and discussions there are four online taxi drivers’ wives, whose husbands are still working during the covid-19 pandemic. the age of the participants ranges from 21 to 32 years. all respondents have two children whose ages range from 9 months to 10 years (table 1). information also explores on the side job that a wife may increase family income. driver 1's wife (d1) is 30 years old having two children. her first child is nine years old and the second child is seven years old. driver 2's wife (d2) is 32 years old with two children. her first and second child is ten and six years old respectively. driver 3's wife (d3) is 28 years old having two children as well. the oldest child is seven years old and the youngest is nine months old. overall, the data shows that d1, d2, and d3 do not have side jobs thus there is no other source of income for the family. meanwhile, driver 4's wife (d4), a 21-years-old mother of two children (five and three years old), sells clothes online as her side job. dimension one is online taxi drivers’ wives’ support for the family integrity. it has three variables and seven indicators. in the research, two variables are assessed, namely family integrity and gender partnership. in the family integrity variable, one variable will be assessed. the indicator of this variable is that all family members, whether husband, wife 149women’s support in resilience.... (dhita ayu pradnyapasa, et al.) with or without children, live in one house and none are separated. based on interviews with four drivers’ wives, three of them live with their husbands while one lives separately from her husband. “yes, i live far away from my husband, i am in cianjur, my husband works as a driver in jakarta,” said by d3. another online taxi driver’s wife said that the reason for staying with their husband is because they think about their children's condition. “...i still survive because of my children..” noticed by d4. further questions explore how the wives support their husbands to make a living during this pandemic. two respondents state that husband and wife always provide support in the form of motivation to deal with the era of covid-19 pandemic. “i continuously support him to maintain his motivation to meet our daily needs. i always remind him to keep praying, look after his own health and his daily meals when he goes to work every day”, said by d1. “whatever is happening right now has become our life test. not only did i strengthen my husband, but my husband also gave me the motivation that there will be times we are happy again”, said by d2. online taxi-bike drivers’ wife who does not live in the same house with her husband still provides support by maintaining communication and paying attention to her husband so that he is always safe at work. “my support during this pandemic, i always remind my husband to stay healthy and comply with health protocols. we are never late to communicate every day”, said by d3. the next variable is gender partnerships which have four indicators. any indicator assessed is openness in financial management. this indicator assesses whether the husband and wife can jointly manage family finances transparently. most of the drivers’ wives admit that they are being transparent with their husbands in managing the family finances. they acknowledge that it is difficult to manage family finances, especially when the husbands’ income decrease as an impact of the psbb policy. one of the wives states that in meeting daily needs during the pandemic, she asks parents for help. dimension two is support of the drivers’ wives for physical endurance. the dimensions of physical endurance have one variable which is the adequacy of food and nutrition. food adequacy is seen based on the ability of family members to fulfil two complete meals per day. the complete food category includes rice, vegetables, fish, tempeh, tofu, and fruit. based on the results of interviews, a decrease in income due to psbb made them minimize their family's needs, one of which was food. the majority of drivers’ wives still rely on their husbands to meet the food needs of their families. however, the wives still prioritize providing nutritious food for their family members, especially their children. “psbb caused our income to decrease. all needs are minimized .. ”, noticed d1. “i prioritize nutritious ones because my children are still young, they still need good nutrition. i try to give priority to food needs,” said d3. even though the husbands’ income has decreased, some of the wives are making efforts to meet family needs. a few become online sellers for clothes as a side job, and some empower the house yard to be a planting medium as a source of family food. “incidentally there is a house yard that can be benefitted from,” said d1. the aid from the government or the private sector is also crucially helpful in fulfilling family meals. they claim to get social aid from the government in the form of rice, instant noodles, canned fish food, sugar, flour, cooking oil, and vitamin c. the wives take advantage of this assistance to supplement their family consumption in this pandemic. besides, there is also private aid where the husbands sometimes get table 1 informant’s descriptive data no informant age (years) children (years old) side job/income 1. driver's wife 1 (d1) 30 1st: 9 2nd: 7 not available 2. driver's wife 2 (d2) 32 1st: 10 2nd: 6 not available 3. driver's wife 3 (d3) 28 1st: 7 2nd: 9 months not available 4. driver's wife 4 (d4) 21 1st: 5 2nd: 3 online clothing/up to idr 500.000 (usd 34,5) total 4 participants 150 the winners, vol. 22 no. 2 september 2021, 147-153 rice box which is then brought home to their family. the next indicator is the nutrition adequacy. it is judged by whether family members suffer from nutritional problems. nutritional problems in question are extremely thin, fat, and stunted. the wives point out that no one is diagnosed with nutritional problems. however, the wives are worried about the fulfillment of their children's nutrition, considering that the majority of the participants’ children are still growing. they always think positively and strive for the fulfillment of the nutritional needs of their children. “thank god we are all here in good health. no one is malnourished. for food, i prioritize nutritious ones because my children are still young, they still need good nutrition. i try to prioritize food needs”, said d3. dimension three is support from the wives of online taxi drivers to economic resilience. in this dimension, economic resilience is assessed based on four variables with seven indicators. the first variable is a family residence with homeownership indicator. three of the four participants do not have their own homes. only one informant owns a house, which is located in her hometown, not jakarta. the rest of the participants rent houses. participants admit that they had been unable to pay for rent during this pandemic. furthermore, they try to help their husbands, one of which is by borrowing from their families. some ask for relief in the form of instalments or delaying payments to the homeowner. “yes, my husband and i were in arrears for rent. then, we have to borrow it from our relatives first. fortunately, some have it so they can cover the arrears first so that we are not expelled,” said d1. “in arrears at some times, but my husband and i try to talk nicely to the owner when things are difficult. luckily the owner is a nice person, so we can postpone the payment. the important thing is we will pay,” noticed d2. the next variable is family income, which is assessed based on the per capita income of the online taxi drivers’ family during the pandemic. three wives admit that their husbands’ incomes have dropped dramatically. they do not have side jobs, so they rely on income from their husbands. meanwhile, their husbands’ main income is only from online taxi driver. to meet family needs, one of the wives sell clothes online. however, it is rare for people to buy clothes during the pandemic. the average income earned from selling online is idr 300.000-500.000 (usd 20,7-34,5). other participants had tried to register for the pre-employment program held by the government, which later can be used to increase their capacity and open a business by relying on the incentive money. however, until the time the interview is conducted, there has been no result of the pre-employment card registration. family income can also be described by the indicator of sufficiency. this indicator is assessed by finding out whether a person has ever been in arrears of paying for electricity. the results of the interview show that some respondents are in arrears to pay electricity for up to two months. however, during the pandemic, there was a government policy which eliminates electricity bill for those with 400 watts of power. “at that time, i was two months in arrears for electricity, fortunately, i got a decent online order of clothes. thank god it paid off,” said by d4. the next variable is children's education tuition. this variable is measured by two indicators. the first indicator is the ability to fulfill children's education, which is measured by whether they have ever been in arrears to pay school tuition as well as school supplies. the second indicator is the sustainability of children's education assessed by children who have dropped out of school. during the pandemic, schools are closed, and school fees are already at no cost. however, during the teaching at home, parents must provide internet quota for online learning. the support of wives in their children's education during pandemic is more dominant in teaching their children compared to husbands, so wives have an important role in this. while their husbands work, they take care of household affairs, including their children’s education. however, one of the wives admitted that it is a hassle to help teaching children for school since they also have babies to look after. the last variable is family financial security assessed using two indicators. the first indicator is family savings which are seen based on ownership of savings in the form of money. some participants have family savings that are managed by them. although they admit that there is no money to save during the pandemic. “during the psbb period we can not save money, we only skimp our budget. we prioritize what is more important. i take part in managing savings because savings are for the benefit of my family as well,” said d3. the next indicator is the ownership of health insurance or other insurance in the family members. some of the participants admit that they do not have health insurance since they are unable to pay for bpjs. however, participants always support their husbands to apply health protocols while working. “i am being strict with my husband. i must apply the health protocol. if he just goes back home, he directly has to take a shower and changes the clothes, so that those who are at home are not infected,” said d2. dimension four is support of the wives for social-psychological resilience. social psychological 151women’s support in resilience.... (dhita ayu pradnyapasa, et al.) resilience is assessed based on family harmony variables. it indicates on non-violent attitudes towards women by looking at the violence perpetrated between husband and wife. the wives admit that during the pandemic, their family never experienced domestic violence from their husbands. the wives must be able to control emotions and understand their husbands as a form support to maintain family harmony. “i never received any violence. just an ordinary argument. i have to give in when my husband gets emotional,” said d4. family harmony can also be determined from the indicator of anti-violence behavior against children. this indicator is assessed based on the presence of violence perpetrated by parents and children. the majority of the wives are the most responsible for taking care of their children at home. during the learning from home, they admit that they never commit any violence to their children. as a mother, they admit to hold back their emotions even though the situation at home is sometimes not conducive, which makes them quite overwhelmed to manage it. however, their children have never been abused. the covid-19 pandemic has made various aspects of social and economic conditions even more arduous. women's support in maintaining family integrity and harmony in the pandemic is highly influential. family resilience is measured based on the presence of husband and wife in one house. the research has one participant who lives separately from her husband. families who are not complete in one house have the potential to have lower family resilience. one of the characteristics of the family disintegrated where the husband and wife are not in the same house is the childcare pattern. this also affects the psychological condition of all family members (saefullah, giyarsih, & setiyawati, 2018). the wife who does not live with her husband point out that intense communication is the key to maintain the integrity of their families. however, long-distance communication using telephone media can be one of the obstacles in the communication process. some minor conflicts in the family may arise due to the covid-19 pandemic. therefore, the quality of communication between partners is needed, both verbal and nonverbal, to resolve the conflict (pangaribuan, 2016). al amin (2018) also states that communication procedures are significantly urgent for the family's survival and resilience. gender partnerships can also be seen in the management of family savings. gender partnerships have an equal and fair function between husband and wife in the distribution of work and roles (puspitawati, simanjuntak, & hayati, 2012). the participants admit that financial management, especially savings finance, is carried out jointly. open financial management between husband and wife also needs to be done so that suspicion does not arise. ownership of savings is an indicator of family economic resilience. this family's economic resilience will affect psychological and social resilience (alie & elanda, 2019). in maintaining good family resilience, adequate food and nutrition are important for all family members. during the pandemic, the wife's support in selecting and processing nutritious food is needed, even in difficult circumstances. participants admit that they are concerned with the nutritional needs of the family since their children are in their infancy. in addition, they point out that the provision of food subsidy is profoundly helpful in fulfilling the nutritional needs of the family during the pandemic. the fulfillment of individual nutrition has a crucial role in maintaining immunity so that the body remains healthy and reduces the risk of contracting the virus. therefore, mothers' role is essential in the keeping of family members (valentino et al., 2020). the level of economic welfare in the family can be described by the family's ability to meet the basic needs. families that have been able to meet one of their primary needs, namely a house, have the potential to build a family with a better level of resilience. however, the fact shows that three out of four wives do not own a house and rent, instead. besides, one of them starts an online shop business to support the family income. it shows that women play a role in guiding, educating children, and accompanying husbands, which affects family economic resilience (aziz & sholikha, 2018). regarding family resilience, family income emphasizes the adequacy of meeting the needs of the family. families who have sufficient income are believed to meet daily needs and expected to have better economic resilience than others. income has been greatly reduced during the covid-19 pandemic. however, the wives state that they make efforts to borrow and ask for remission from relatives due to a difficult time. social support from relatives and people really helps ease the burden. the social support can reduce the possibility of psychological pressure on a person (serafini et al., 2020). furthermore, the government is implementing distance learning in psbb period. parents’ support in the learning process plays a critical role. the role of parents is much needed as substitute teachers at home in guiding children during the distance learning process (cahyati & kusumah, 2020). several participants admit that they are mothers who assist children in learning. parental motivation is important in the learning that is being carried out by the child. motivation is what will encourage children to learn (wahidin, 2019). a family is believed to have good psychological resistance when they can cope with various nonphysical problems such as positively controlling emotion, growing a sense of concern for their wives, and establishing a positive self-concept and a desire for family harmony (puspitawati, 2015). controlling emotions is one of the ways that the participants never receive domestic violence from her husband despite 152 the winners, vol. 22 no. 2 september 2021, 147-153 the increasing cases of domestic violence in the covid-19 pandemic, either by husbands or by wives (kuswanti et al., 2020). covid-19 pandemic has caused stress to married couples in indonesia. most of them are trying to retain marriage by maintaining family harmony, such as: 1) supporting each other through difficulties; 2) resolving economic crises together; 3) giving in to each other to avoid fighting; 4) accepting family conditions as they are; 5) remind each other to think and behave positively; 6) strengthen each other in terms of religiosity; and 7) maintaining communication between family members (winurini, 2020). the role of women as mothers is important in paying attention to the psychological growth and development of each member of the family. mothers as mental and emotional protectors are ready to listen to the life stories of each family member and provide positive input with support and advice (zahrok & suarmini, 2018). family resilience is the family's ability to manage the resources owned by the family and overcome the problems to meet the physical and psycho-social needs of the family. the optimal family resilience effort can ensure the family's survival in adapting and surviving the various problems and difficulties (musfiroh et al., 2019). the research shows similar results with previous studies related to women’s support on family’s resilience. a husband plays important roles on gender partnerships to finish the family work and roles (puspitawati et al., 2012). however, besides husband, women’s role especially mothers are very important in keeping the stability of family members (valentino et al., 2020), family economic resilience (aziz & sholikha, 2018), and psychological and social resilience (alie & elanda, 2019). iv. conclusions the consequences of the covid-19 pandemic have had an impact on all aspects, both social and economic, especially on online taxi drivers. there are several dimensions of the family resilience of online taxi drivers that are greatly affected by various aspects, both economic and physical resilience. one of them is helping the family economy by opening their own business. the wife also plays a role in providing solutions to the family economic problems. meanwhile, in the aspect of family inheritance from the family integrity dimension and the socioeconomic dimension, it is not unduly affected due to the high support from the wives. even in uncertain circumstances, the wives always prioritize nutritional intake for their families. research findings show that women’s support in maintaining the resilience of online taxi drivers’ families during covid-19 pandemic is important. the first dimension is family integrity variable. the wives have tried to provide support by maintaining communication and paying attention to the husbands, so they are always safe at work. the second dimension is physical endurance. wife have tried to afford to the adequacy of food and nutrition. even though the husband's income has decreased, some of the wives are making efforts to meet family needs. in the third dimension, the wives provide support to economic resilience by minimizing the expenditures and/or by borrowing from their families. some ask for remission for rent payments to the homeowner. the fourth dimension is wife’s support for social-psychological resilience. most of the wives are the most responsible for taking care of their children at home. during the learning from home, the participants admit that they never commit any violence to their children. as a mother, they hold back their emotions even though sometimes they are quite overwhelmed to manage situations at home. however, their children have never been abused. the research implication shows the importance of women’s support on family’s resilience of online taxi families in jakarta. the role of women is as important as the role of the husbands. women’s role especially mothers are very important in the keeping the stability of family members especially four dimensions studied in the research namely: 1) family integrity; 2) physical endurance; 3) economic resilience; and 4) social-psychological resilience. the limitation of the research is the variability of participants. it is suggested that further research implement quantitative methods to collect more data and expand the number of participants for more reliable research results. references al amin, m. n. k. 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(2021). the impact of covid-19 on sociopsychological and cultural conditions of online taxi drivers in achieving sustainable city. iop conf. ser.: earth environ. sci., 716(1), 012061. mowecp regulation no. 6 (2013). family development implementation. republic of indonesia. musfiroh, m., mulyani, s., budi, e., nugraheni, a., & sumiyarsi, i. (2019). analisis faktor-faktor ketahanan keluarga di kampung kb rw 18, kadipiro village, surakarta city. placentum, 7(2), 61-66. pangaribuan, l. (2016). kualitas komunikasi pasangan suami istri dalam menjaga keharmonisan perkawinan. jurnal simbolika, 2(1). http://ojs.uma. ac.id/index.php/simbolika/article/view/214/163 puspitawati, h. (2015). kajian akademik: kebijakan penanggulangan kemiskinan berbasis ketahanan keluarga. ipb press. puspitawati, h. & herawati, t. (2018). reliabilitas dan validitas indikator ketahanan keluarga di indonesia. kependudukan indonesia, 13(1), 1-14. https://doi. org/10.14203/jki.v13i1.283. puspitawati, h., simanjuntak, m., & hayati, l. (2012). kontribusi ekonomi dan peran ganda perempuan serta pengaruhnya terhadap kesejahteraan subjektif. jurnal ilmu keluarga dan konsumen, 5(1), 11-18. https://doi.org/10.24156/jikk.2012.5.1.11. robinson, k. & bessell, s. (2002). woman in indonesia: gender equity and development. institute of southeast asian studies. saefullah, l., giyarsih, s. r., & setiyawati, d. (2018). pengaruh dukungan sosial terhadap ketahanan keluarga tenaga kerja indonesia. jurnal sosiologi pendidikan humanis, 3(2), 119-132. http://dx.doi. org/10.17977/um021v3i2p119-132. serafini, g., parmigiani, b., amerio, a., aguglia, a., sher, l., & amore, m. (2020). the psychological impact of covid-19 on the mental health in the general population. qjm: an international journal of medicine, 113(8), 529-535. https://doi.org/10.1093/ qjmed/hcaa201. suprayogaswara, d. (2017). analisis faktor-faktor yang mempengaruhi produktivitas tenaga kerja go-jek di kota malang. jurnal ilmiah mahasiswa universitas brawijaya, 6(1), 1-12. https://jimfeb.ub.ac.id/index. php/jimfeb/article/view/4400/0. transmission of sars-cov-2: implications for infection prevention precautions. (2020, july 09). world health organization (who). https://www.who.int/ publications/i/item/modes-of-transmission-of-viruscausing-covid-19-implications-for-ipc-precautionrecommendations valentino, m., vionita, l., utami, s. r., ramadhani, s. n., ramadhani, s. n., & qatrunnada, r. d. (2020). webinar “santap sehat ala rumahan di era pandemi covid-19” di rt 02 kelurahan pulo gebang kecamatan cakung provinsi dki jakarta. jurnal layanan masyarakat, 4(2), 456-464. http://dx.doi. org/10.20473/jlm.v4i2.2020.456-464. wahidin. (2019). peran orang tua dalam menumbuhkan motivasi belajar pada anak sekolah dasar. jurnal pancar (pendidik anak cerdas dan pintar), 3(1), 232-245. winurini, s. (2020). bencana covid-19: stresor bagi pasangan suami istri di indonesia. aspirasi: jurnal masalah-masalah sosial, 11(2), 185-198. https:// doi.org/10.46807/aspirasi.v11i2.1755 zahrok, s. & suarmini, n. w. (2018). peran perempuan dalam keluarga. iptek journal of proceedings series, 5, 61-65. http://dx.doi.org/10.12962/ j23546026.y2018i5.4422. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 101 the winners, 21(2), september 2020, 101-106 doi: 10.21512/tw.v21i2.6722 observing micro, small, and medium enterprises (msmes) readiness to support cashless society shinta maurizka chairunnisa1; alfina2*; annisa yasmin3 1,2management department, universitas internasional semen indonesia kompleks pt. semen indonesia (persero) tbk jl. veteran, gresik, jawa timur, 61122, indonesia 3management vocational program, universitas diponegoro jl. prof. soedarto, sh., semarang, jawa tengah 50275, indonesia 1shintamaurizka97@gmail.com; 2alfina@uisi.ac.id; 3annisayasmin@lecturer.undip.ac.id received: 25th september 2020/ revised: 23rd november 2020/ accepted: 25th november 2020 how to cite: chairunnisa, s. m., alfina., & yasmin, a. (2020). observing micro, small and medium enterprises (msmes) readiness to support cashless society. the winners, 21(2), 101-106. https://doi.org/10.21512/tw.v21i2.6722 abstract digital transformation in the era of the industrial revolution 4.0, has led to various new phenomena in today's people's lifestyle, including the payment transaction system. realizing that micro, small and medium enterprises (msmes) had been one of the economy’s pillars in indonesia, the government was trying to maximize the role of msmes to support the realization of a digital transaction ecosystem in indonesia. with a phenomenological approach, the descriptive qualitative research aimed to provide in-depth observation and analysis on the readiness process of msmes in tuban, east java in adopting digital payment technology to support the realization of the trend of a cashless society. the results show that culture, social influence, and acceptance of technology are the dominant factors affecting the readiness process of msmes in tuban in adopting digital payment technology. keywords: micro small business enterprises (msmes), cashless society, technology acceptance, digital payments i. introduction payment transactions towards a cashless society is a new phenomenon to provide efficiency in the financial sector (alfina, 2020). it is also a recent innovation that enables customers and merchants make a financial transaction for goods and services electronically (priananda et al., 2020). for this reason, bank indonesia has introduced new banknotes, which certainly cost a lot of material due to the process of making new money. this is inefficient since the government has to spend a lot of money to print new money every year. the existence of non-cash transactions, it is possible that the costs of printing new money can be allocated for other needs. cost savings due to the existence of a non-cash payment system, which cuts costs of printing and distributing cash, cash handling, and administrative management will help denomination of the country (ika, 2017). people often seem to pratice financial transactions using cashless payment system, starting from payment for transportation systems, access to parking, purchasing fast food, online shopping transactions and several other payment transactions through shops or service providers cooperating with electronic money provider companies. the cashless payment system is a behavioral change of people in eliminating the usage of money and allowing payment technology (kumari & khanna, 2017). thomas, jain and angus (2013) point out three indicators in this framework to measure the progress of cashless development consisting of: a) share, which means measuring the percentage of the value of non-cash payments by customers; b) trajectory, which means measuring the shift in cash payment transactions made by customers; c) readiness, which measures the level of a state's readiness to move from cash payment transactions to non-cash payment transactions through access to financial services, macroeconomic and cultural factors, scale of trade and competition, as well as technology and infrastructure. based on the categories and indicators described, each country can be categorized based on the results of measuring the three indicators. there are four categories, namely: 1) inception/initial level, when 102 the winners, vol. 21 no. 2 september 2020, 101-106 non-cash transactions are less than 40%; 2) transition level, when non-cash transactions reach 40-60%; 3) tipping point level, when non-cash transactions reach 60-80%; 4) nearly-cashless level, where more than 80% of payment transactions have used non-cash. found in thomas et al. (2013), readiness is measured by the level of a state's readiness to move from cash payment transactions to non-cash payment transactions through access to financial services, macroeconomic and cultural factors, scale of trade and competition, as well as technology and infrastructure. xena and rahadi (2019) point out that the readiness factor or readiness of indonesia in adopting a non-cash payment system is still at the initial level with a value of 24 out of 100. in their research, xena and rahadi put forward a conceptual framework related to the factors that influence the readiness of msmes (micro, small and medium enterprises) in indonesia towards a cashless society. there are six msmes readiness factors in adopting non-cash payment technology, namely: performance expectancy, culture, acceptance of technology, social influence, perceived security, and effort expectancy. since people in indonesia have not shown rapid progress regarding to readiness to become cashless society, there is a need for shortcut to accelerate it, for example innovation from providers and government action (abbas, 2017). realizing that msmes are one of the pillars of the economy in indonesia that provide huge contribution, along with the growing era of digitalization, the government has made programs to maximize the role of msmes in the current digital transformation era to support its realization. one of digital transaction ecosystems in indonesia is the umkm go online program. umkm go online is also a government strategy to realize the government's vision, namely go digital vision 2020 as a means for the government to become the largest digital economy country in southeast asia. tuban is one of the areas in east java that has been reached by several online platform and been potential of msmes growing in the food and beverage sector. the economy in tuban is considered relatively low with a umr of around rp.2.500.000,00 (badan pusat statistik kabupaten tuban, 2019). non-cash transaction activities have also developed in tuban, marked by the majority of minimarkets, supermarkets, even cafes and restaurants in tuban city that have provided edc (electronic debit card) machines, but non-cash transaction is still considered a rare activity. the potential for msmes in tuban to develop their business through the umkm go online program is large, but non-cash transaction activities using digital payments are still not widespread, one of the evidence is shown by several smes that actually have edc machines or mobile phones to support non-cash transactions but these edc machines tend to be hidden so that buyers are not aware of the availability of noncash payment instruments at these outlets. the store employees’ answers are obtained on average because the machine often got errors and the amount of money disbursed in the buyer's account has been reduced by the administrative fees charged by the bank. it is found that several msmes in the occurrence of the umkm go online program phenomenon along with the cashless society phenomenon has resulted in efforts to maximize the adoption of digital technology in society, especially msmes which are a strong pillar of the indonesian economy. the umkm go online program is also proclaimed as a form of adaptation to the phenomenon of shifting people's shopping behavior patterns that lead to an online shopping system. the presence of various online service platforms in the form of selling products and services has increased the desire of people who want to be fast-paced. by the existence of smart phones that can support the mobility of today's society, business players in indonesia are required to adapt quickly to be able to deal with the increasing competition. the research aims to specifically and deeply analyze the readiness factor that matter the most among msmes in the food and beverage sector in tuban as one of enterprises that currently play a leading role in developing countries’ economic growth (abbasov & alizadia, 2016). ii. methods the explorative research design is related to the readiness process of msmes and what they are dealing with in adopting technology. in this context, the technology discussed is digital payment transaction technology using a qualitative descriptive research method with a phenomenological approach (malhotra, 2010). the research uses primary data sources, namely data directly collected by researchers from the first source through depth interviews. referring to igudia (2017), the primary data sources are best explained by qualitative research because they can gain a deep understanding of the problem that confronts the researcher. the food and beverage sector is chosen since it is a legitimate sector that many cashless payment providers have chosen to take action to "burn money" to attract consumers to try cashless payments. as seen in table 1, the informants are owners or management from three categories of msmes (micro, small and medium enterprises) in the food and beverage sector. they are divided into msmes that have applied digital payment technology to explore which process to make them ready to become merchants supporting cashless payments. not to mention this research explores the obstacles encountered by the msmes with manual payment system. the research begins with the preparation stage to find the phenomenon as the research object, namely the phenomenon of the digital era and the trend of cashless society from the perspective of msmes in the food and beverage sector occurs to be the dominant sector in tuban, east java. 103observing micro, small, and medium enterprises..... (shinta maurizka chairunnisa, et al.) the lack of information regarding the development of digital payment technology in tuban raises a big question mark whether tuban is ready to adopt digital payment. a problem is formulated to find out how the readiness process of msmes in east java in adopting digital payment technology. based on the problem formulation, a research model is compiled in accordance with the research objectives, which is to conduct a more specific and deep analysis related to the readiness process of the food and beverage sector msmes in tuban in adopting digital payment technology. after determining the research design, the selected informant should belong to one of these characteristics—the owner or person in charge—of the msme food and beverage sector in tuban with the micro, small and medium category. data collection techniques are carried out by in-depth interviews with informants which aim to review previous theories and research as the fundamental. the six sme readiness factors (xena & rahadi, 2019) are divided into several details question to ask more whether this factor was being their concerns while making decision to accept cashless transaction. for example of culture factors, informants are deeply asked about how the location and the store’s surrounding influence the owner to decide the payment system. after that, the research carried out data analysis and validation using triangulation of internal data sources. table 1 the informant informant name name of business business size a rm. mina agung medium b id cafe small c coffee scope micro d dandiya cafe small iii. results and discussions based on information from the central statistics agency (bps) of tuban, east java in 2019, the umr (regional minimum wage) of tuban is at a nominal value of rp.2.500.000,00. this shows that the economy of the people of tuban can be considered low. however, the use of non-cash transactions has begun to grow in tuban with the existence of programs initiated by private banks in tuban. in supporting its massive implementation in tuban, a form of government has cooperated through the national payment gateway with bank jatim in tuban. the launch of qris (quick response code indonesian standard) carried out simultaneously in all districts in east java is expected to be a strategy for the realization of a better non-cash transaction process through a digital system (priscilla, 2019). although, there are many food and beverage msmes in tuban, this does not necessarily mean that the use of technology is important. currently, the usage in business operational activities remains poor. the readiness factor of human resources also seems to have influenced the decision to adopt technology in business processes. for micro and small food businesses in tuban, the recruitment process rarely follows professional human resource recruitment procedures. instead, only the closest people are most likely to be recruited as employees. companies put aside specifications and capabilities since they consider the value element of giving help in it. based on the findings, the main problem of msmes in tuban due to human resources being unfamiliar with technology is also an impact. the nature of the tuban population remains very closely related to the culture of upholding the norm of decency and helping each other. although several entrepreneurs in the food and beverage sector have used digital payment technology as well as internet marketing, their numbers are relatively small. in general, knowledge about technology, especially information systems and digital payment technology, is considered quite low so that many msmes players may not realize the real benefits in developing their business. the rapid development of technology should be able to trigger the high use of technology as it becomes easier to use. the current reality cannot reflect the situation where technology has been widely used in the operational activities of msmes. the occurring reality raises questions to try tracing back to the early readiness of msmes to use technology. many phenomena show that the type of industry and the size of the company do not guarantee the availability of adequate technology as a tool for doing business. guariglia, liu and song (2011) state that companies with financial limitations and difficulties to get funding from outside the company will reduce their level of investment. one of the investments that msmes might reduce is the allocation of technology development. on this basis, there is the possibility of a lack of technology use by msmes due to financial constraints from internal parties and difficulty in obtaining outside funding. msmes players have realized the use of information technology related to non-cash payment systems to support their business activities. all informants express the same intention even though with an emphasis on several different things as the basis for the process of adopting digital payment technology. informants are reluctant to use digital payment technology based on simple thoughts that their business is still running even though they do not invest in any technology. the informant states that if the size of the company have been large, an electronic payment system would be needed. adequate facilities and access to information 104 the winners, vol. 21 no. 2 september 2020, 101-106 in the process of adopting digital payment technology are a separate consideration for informants. although all informants state that digital payment technology is useful, its procurement is not needed for their current company size. in addition, they consider it unnecessary to invest in digital payment technology facilities. in addition to facilities, human resource capabilities need to be improved to be able to take advantage of digital payment technology. several incidents of digital payment technology have also happened during the implementation in tuban since the difficulty to obtain related information on providers is quite a tough consideration for some informants. however, it seems not a big deal for well-educated informants to obtain information about digital payment technology. in this case, knowledge of the pros and cons of implementing electronic payment systems in business will have a different impact on each informant. there are informants who use digital payment technology as a marketing strategy in terms of providing good experiences for consumers. electronic data capture (edc) is chosen for payment since it is considered easier. sufficient knowledge can be used to use digital payment systems in this regard. informants have priority in implementing noncash transactions using digital payment technology. some informants prioritize human resources in the process of implementing digital payment technology. meanwhile, there are informants who prioritize in choosing the media for recording transactions. these are the benefits for businesses by using digital payment technology to make informants focus on certain advantages. the system helps in the development process of the business. digital payment technology influences informants to consider the progress of their business. well-educated informants with more personal experience in the use of technology occur to encounter less unpleasant experiences, which slightly affect the use of digital payment technology. for informants who understand the concept of cost-benefit, digital payment technology will be utilized based on interests and needs. for them, the costs incurred by digital payment technology are not a problem (within the limits of financial capacity), which meas as long as they meet their needs, digital payment technology will be used. this decision still considers the cost aspect. the social environment, such as consumers of their business, also becomes their main consideration in using digital payment technology. implicitly, all informants express the same thing that the use of digital payment technology might help increase customer satisfaction if they could provide more effective and efficient services. one of the informants states that he needs several additional systems to be further assisted by the application of digital payment technology that is currently in use and is more stable and smoother. consumers are a trigger for the use of digital payment technology because consumer satisfaction is considered to decrease if service runs slowly. collaboration between the community and business actors is essential for the realization of this cashless society trend in tuban, east java. most of the population in tuban are still not familiar with digital payment technology, especially in the food and beverage business since a gap has been formed. on one hand, business actors think of providing digital payment technology if consumers are ready and accustomed to using it. on the other hand, consumers think that they are ready, but the facilities not yet available from msmes. not to mention the urge to use digital payments, such as cashback promos and discounts, has not reached consumers, from the observation on consumer opinion on the restaurants or cafes. out of the six factors mentioned by xena and rahadi (2019), there are three dominant factors that underlie the readiness process of msmes in tuban, in adopting the trend of digital payments to support the trend of a cashless society. they include culture, social influence, and acceptance of technology, as seen in figure 1. figure 1 tuban msmes’ readiness factors the modification of the conceptual framework depicted in figure 1 is an adjustment of the condition of msmes in tuban, east java in adopting digital payment technology. the culture that comes from within the organization and from their consumers is the reason why they are not ready to use digital payment technology. from what has been conveyed by the informants, it is concluded that the readiness or unpreparedness of msmes in adopting cashless payments depends on the response of the consumer first, as in the economic principle, if there is demand then supply will surely follow. this concept is what also happens to the people of tuban. consumers are heading in this direction, but it needs acceleration which must also be done by the government to provide socialization accordingly. for social influence factor, it can be concluded that before someone decide to use a technology, they would previously get encouragement from the social environment around them. junaidi (2015) shows that society has an influence on individuals in deciding the use of technology. social influence can come from family, coworkers, relatives and other social environments that are directly adjacent to the individual. in adopting non-cash digital payment transaction system technology, msmes owners 105observing micro, small, and medium enterprises..... (shinta maurizka chairunnisa, et al.) certainly have considerations coming from their surroundings regarding platforms that are suitable to support their businesses. based on the exposure of the three informants, it can be concluded that the social influence in using digital payment technology comes from consumers and their business stakeholders, such as raw material suppliers who still use cash in transactions. moreover, the acceptance of technology starts becoming one of the considerations of msmes since they see many consumers in their stores have not yet rely on the cashless payment system, which means they are conservative. iv. conclusions there are three dominant factors that affect the readiness of tuban msmes in adopting digital payment technology to support the realization of a cashless society trend, namely: 1) cultural factor; 2) social influence factor; and 3) technology acceptance factor. the research considers cultural factor since its object is dominated by msmes, so the habit of collecting cash remains popular rather than collecting money cashless. the suburban demographic factors are found to explain differences in readiness to use digital financial services (trinugroho et al., 2017). next, social influence factor is motivated by the social environment around msmes conducting their business operations. consumers in tuban who are accustomed to using cash in transactions affect the willingness of msmes to use digital payment services and the lack of ability of human resources capable to operate technology. the last one is the factor of technology acceptance at msmes. the intensity of non-cash transaction activities is considered low in tuban, indicating that the digital ecosystem has not been wellrealized. this is what makes msmes stay reluctant to adopt digital payment technology. in addition, access to information from digital distribution technology service providers remains unclear. in other words, it lacks of promotion and marketing communication strategies, so the people in tuban receive less socialization. in addition, the same condition happens in singapore, which ng (2018) finds that adoption of electronic payments in singapore fails since only few merchants are prepared to accept modes of cashless payment. it is concluded the readiness of msmes in the food and beverage sector in tuban is influenced by cultural factors, social influences and acceptance of technology. the government is expected to collaborate with digital payment transaction service providers to build a better non-cash transaction ecosystem by providing adequate access to information for the public. if the non-cash transaction ecosystem is strong, a culture that shapes the social character of the community will be created, so the trend of a cashless society in tuban can immediately be realized. references abbas, a. e. 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(2011). internal finance and growth: microeconometric evidence on chinese firms. journal of development economics, 96(1), 7994. http://dx.doi.org/10.1016/j.jdeveco.2010.07.003. igudia, p. o. (2017). a qualitative evaluation of the factors influencing the adoption of electronic payment systems (smes) by smes in nigeria. european scientific journal, 13(31), 472. https://doi. org/10.19044/esj.2017.v13n31p472. ika, a. (2017, october 3). layanan pembayaran non-tunai berkelanjutan untuk efisiensi ekonomi indonesia. kompas.com. https://ekonomi.kompas.com/ read/2017/10/03/150445226/layananpembayarannon-tunai-berkelanjutan-untuk-efisiensi-ekonomi. junaidi, s. (2015). a model of factors influencing the consumer's intention to use the epayment system in indonesia. procedia computer science, 59(1), 214220. https://doi.org/10.1016/j.procs.2015.07.557. kumari, n. & khanna, j. (2017). cashless payment: a behavioural change to economic growth. international journal of scientific research and education, 5(7). http://ijsae.in/index.php/ijsae/ article/view/197. malhotra, n. k. (2010). marketing research: an applied orientation (6th ed.). pearson education india. ng, d. (2018). evolution of digital payments: early learnings from singapore’s cashless payment drive. journal of payments strategy and systems, 11(4), 306-312. research collection lee kong chian school of business. https://ink.library.smu.edu.sg/ lkcsb_research/6198/. priananda i., stevani, m., sutanto, t., & mariani, m. (2020). grassroots economy towards cashless society: an empirical analysis of micro-merchant’s readiness in continuing the usage of cashless payment system. international journal of scientific & technology research, 9(3), 929-928. https://www.ijstr.org/ final-print/mar2020/grassroots-economy-towardscashless-society-an-empirical-analysis-ofmicro-merchants-readiness-in-continuing-the106 the winners, vol. 21 no. 2 september 2020, 101-106 usage-of-cashless-payment-system.pdf. priscilla, k. (2019, august 23). bi targetkan penerapan qris merata di jawa timur pada 2020. liputan6. com. https://surabaya.liputan6.com/read/4045371/ bi-targetkan-penerapan-qris-merata-di-jawa-timurpada-2020. thomas, h., jain, a., & angus, m. (2013). measuring progress toward a cashless society. mastercard compendium. https://newsroom.mastercard.com/ wp-content/uploads/2014/08/mastercardadvisorscashlesssociety-july-20146.pdf. trinugroho, i., sawitri, h. s., toro, m. j., khoiriyah, s., & santoso, a. b. (2017). how ready are people for cashless society? jurnal keuangan dan perbankan, 21(1). https://www.neliti.com/publications/116235/ how-ready-are-people-for-cashless-society#cite. xena, p. & rahadi, a. r. (2019). adoption of e-payment to support small medium enterprise payment system: a conceptualised model. international journal of accounting, finance and business, 4(18), 32-41. http://www.ijafb.com/pdf/ijafb-2019-18-03-04. pdf. in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 95 the winners, 23(2), september 2022, 95-102 doi: 10.21512/tw.v23i2.7066 domestic credit and stock market impact on economic growth: new evidence in asean-5 countries tuti eka asmarani1*; endah ayu ningsih2 1management, economy faculty, gunadarma university jl. margonda raya no. 100, depok 16424, indonesia 2the research center of international trade cooperation, ministry of trade of indonesia jl. m.i. ridwan rais no. 5, main building 15th floor, gambir, jakarta 10110, indonesia 1tutiekaasmarani@gmail.com; 2ayuningsih.endah@gmail.com received: 16th february 2021/ revised: 06th november 2021/ accepted: 08th november 2021 how to cite: asmarani, t. w. & ningsih, e. a. (2022). domestic credit and stock market impact on economic growth: new evidence in asean-5 countries. the winners, 23(2), 95-102. https://doi.org/10.21512/tw.v23i2.7066 abstract capital accumulation and technological innovation had been the two channels through which the financial sector plays a vital role in the growth of economy. however, there are some different results between banking and stock market. the research tested the solow-swan growth model augmented with financial markets to show that domestic credit markets and equity from stock markets are two long run determinants of gross domestic products (gdp) per capita in five asean countries: indonesia, malaysia, singapore, thailand, and philippines. the research used data from 2000 to 2019 tested with panel regression. the result shows that all determinant variables have a positive impact on economic growth. the domestic credit also has a higher impact on the growth of economy than the stock market. in addition, domestic credit and stock market has statistically significant positif impact to economic growth accros 5 asean countries. the research also finds that although population in five asean countries give positive effect to economic growth, it is statistically not confincing. it is suggested that people in asean have already used technology, so population augmented encourages economic growth. keywords: domestic credit, stock market, economic growth, financial development, asean i. introduction interest in economic growth has always been at the centre of literature in development economics, and it is one of the most fascinating topics in developing countries (malarvizhi et al., 2019). financial markets are a main factor establishing strong economic growth since they contribution economic efficiency by diverting financial funds from unproductive to productive uses (durusu-ciftci, ispir, & yetkiner, 2017). furthermore, the banking system plays an important role in economy (durusu-ciftci et al., 2017). according to levine (1997), there are five main roles of the financial markets, such as assisting in savings mobilization and resources allocation, corporate control exertion, and risk management facilitating, and trading ease of goods, services, and contracts. levine (1997) adds that the growth of economy is possible by capital accumulation and technological innovation as these greatly affect the monetary system that influences economic development. some studies conduct in several countries have shown the importance of financial development in supporting the growth of economy (bencivenga & smith, 1991; levine, 1997; greenwood & smith, 1997). asteriou et al. (2019) revealed that in the european union economy during the period 1990-2016 financial development was proven to encourage economic growth in the pre-crisis period, but after the crisis, it hindered economic activity. in financial development, domestic credit is an important role. if the domestic credit from banks were used to purchase productive resources, it helps in economic growth and adds to income since bank functions as financial intermediaries (camba & camba, 2020). other than domestic credit, stock markets may affect economic activity through the creation of liquidity. many profitable investments require a longterm commitment of capital, but investors are often reluctant to relinquish control of their savings for long periods. liquid equity markets make investment less risky—and more attractive—because they allow savers to acquire an asset—equity—and to sell it quickly and in pr es s 96 the winners, vol. 23 no. 2 september 2022, 95-102 cheaply if they need access to their savings or want to alter their portfolios. at the same time, companies enjoy permanent access to capital raised through equity issues. by facilitating longer-term, more profitable investments, liquid markets improve the allocation of capital and enhance prospects for long-term economic growth (levine, 1996). durusu-ciftci et al. (2017), guru & yadav (2019), sharma and kautish (2020), and camba and camba (2020) show that domestic credits and stock market are determinants of economic growth in the long run period. durusu-ciftci et al. (2017) developed a solow-swan’s growth model to investigate the role of financial development on the economic growth. the data are collected from a panel of 40 countries from 1989 to 2011. the results show that domestic credit and stock market made a long-term positive contribution on a steady state level of gross domestic product (gdp) per capita, and the contribution of the domestic credit markets is significantly higher than that of other factors. guru and yadav (2019) examine the relationship between financial development and economic growth for five major emerging economies: brazil, russia, india, china, and south (brisc) during 1993-2014 using domestic credit to deposit ratio and domestic credit to private sector for banking indicator, and value of shares traded and turnover ratio for stock market indicator. in addition, some macroeconomic control variables such as inflation, exports, and the enrollment in secondary education are used. a positive association between financial development and growth indicates that the policymakers should take necessary measures toward simultaneous development of both banking sector as well as stock market for inducing growth. sharma and kautish (2020) investigate the impact of financial sector development on gdp growth in the four middle-income countries of south asia over the period of 1990–2016. using pooled mean group (pmg) estimation, the research tries to examine whether in these developing countries, gdp growth has been influenced by size of market capitalization and size of market turnover in the long run which are used as proxy for stock market development. similarly, domestic credit to private sector is used as proxy for banking sector development while assessing its long-run impact on gdp growth. furthermore, by incorporating a dummy variable for the global financial crisis (2007–2008), the research investigates whether these economies are vulnerable to external shocks or not. the research results find that the impact of banking sector on gdp growth has relatively remained low in the region. nevertheless, the development in both sectors has positively influenced economic growth in the long run. the outcomes of research suggest that both stock market and banking sector are vital determinants of long-run economic growth in the south asian countries. camba and camba (2020) examine the dynamic relationship of domestic credit and stock market liquidity on the economic growth of the philippines from 1995 to 2018 applying the autoregressive distributed lag (ardl) bounds testing approach to cointegration, together with granger causality test based on vector error correction model (vecm). the ardl model indicated a long-run relationship of domestic credit and stock market liquidity on gdp growth. when the gdp per capita is the dependent variable there is weak cointegration. moreover, the johansen cointegration test confirmed the existence of long-run relationship of domestic credit and stock market liquidity both on gdp growth and gdp per capita. the vecm concludes a long-run causality running from domestic credit and stock market liquidity to gdp growth. the previously mentioned research have indicated that the development of economy is greatly affected by a financial system. however, banking and stock market contribute to the economy quite differently. sharma and kautish (2020) show that impact of banking sectors on economic growth are relatively lower than other factors, while durusuciftci et al. (2017) find the opposite. another research examines the effect of the financial development on economic growth in a variety of ways and with different proxies. ibrahim et al. (2018), wu, huang, and chang (2020), tariq, khan, and rahman (2020), chen et al. (2020), kumar and paramanik (2020) investigate the impact of financial development to economic development. ibrahim et al. (2018) examine the impact of finance on economic growth is conditioned on the initial levels of countries’ income per capita, human capital, and financial development for 29 sub-saharan africa countries over the period 1980–2014 using a sample splitting and threshold estimation technique. the findings show that, while financial development is positively and significantly associated with economic growth, below a certain estimated threshold, finance is largely insensitive to growth while significantly influencing economic activity for countries above the thresholds. the main conclusion drawn is that higher level of finance is a necessary condition in long run growth and so are the overall level of income and human capital. tariq et al. (2020) find similar result when examined the non-linear relationship between financial development and economic growth in pakistan using the threshold regression model for the period 1980-2017. the research employs quantile regression with 0,25; 0,50; and 0,75 quantiles of conditional distribution. the quantile regression is based on minimizing of sum of squared residuals. the result indicates that economic growth responds positively to financial development when the level of financial development surpasses the threshold value of 0,151. however, when financial development lies below 0,151, its impact on economic growth is negative. thus, when financial development of pakistan surpasses the threshold level, it contributes more towards economic growth since greater level of financial development contributes more to boosts economic growth. chen et al. (2020) and kumar and paramanik in pr es s 97domestic credit and stock market impact.... (tuti eka asmarani; endah ayu ningsih) (2020) examine in what condition the financial development will constantly intensify economic growth. chen et al. (2020) analyze the asymmetric effects of financial development on economic growth using a model augmented with inflation and government expenditure asymmetries to inform model specification in kenya from 1972-2017. results clearly demonstrate to an environment steered by stable and sustainable inflation that regulated goverment expenditure and comprehensive financial system deepening would positively cause economic growth. therefore, appropriate policies that favor low inflation and reduced government spending, expansion of feasibly reformed financial institutions, capital accumulation, and increased resource mobilization should be instituted if real growth is to positively happen. kumar and paramanik (2020) examine the nexus between financial development and economic growth in india during q1: 1996 to q3: 2018. this study employs time-series data of real gdp and ratio of broad money to gdp as a proxy for economic and financial development, respectively. the data are obtained from rbi database on the indian economy. all variables are seasonally adjusted using x12-arima technique and expressed in natural logarithm form. non-linear autoregressive distributed lag (nardl) bound test has been used to check for cointegrating relationship of these two variables. empirical findings suggest that, unlike in the short run, in the long run financial development impacts economic growth positively. meanwhile, wu et al. (2020) investigate the relationship between financial development and economic growth in two directions across major asian economies during the period 1960-2016 by using a recently developed bootstrap autoregressive distributed lag (ardl) test with structural breaks. the result suggests the government in japan and india keep their steps to regard financial development as an instrument to foster economic growth. on the other hand, economic growth is considered as an engine to promote financial development for sustainability. in china, the government may set proper regulations in financial market. additionally, the government may monitor the domestic credit performance to state-owned enterprises and investigate the process of financial resource from input to output, in order to improve financial efficiency and thereby, robustly contribute to economic growth. other research use financial market indicator such as stock market, domestic credit, and banking system to investigate the effect of financial development on economic growth. aali-bujari, venegas-martínez, and pérez-lechuga (2017), fufa and kim (2018), chu (2019), and barradas (2020) exercise the stock market and banking system as financial development indicator. fufa et al. (2018) examine the link between stock markets, banks system, and economic growth in european and non-european high-income countries as well as upper and lower middle-income countries averaged over five and three years for the period of 1989-2012 by using the dynamic panel generalized method of moment (gmm) estimator. the results state that the link between finansial development and economic growth depends on the stages of economic growth of the countries. chu (2019) applies a panel dataset of 94 countries from 1968 to 2015 and system generalized method of moments estimation. the findings show that both banking sector and stock market development have positive effects on economic sophistication. while aali-bujari et al. (2017) and barradas (2020) find different results. aali-bujari et al. (2017) use a panel data model in latin america from 1994 to 2012 and barradas (2020) estimates a linear and non-linear growth model for data set in portugal from 1977 to 2016. their findings show that the stock market capitalization has a positive impact on the economic growth, while banking gave a negative effect on the economy. furthermore, barradas (2020) showed that there are a concave quadratic relationship between the banking system and economic growth, and a convex quadratic relationship between the stock markets and economic growth. the policy makers should put effort to decrease the importance of banking system and to increase the importance of stock market to support more robust economic growth in the coming years. since their excellent performance after financial crisis, asean countries have got a numerous attention from researchers studying on economic growth subject (malarvizhi et al., 2019; haini, 2020; nasir, duc huynh, & xuan tram, 2019; ho, pham, & nguyen, 2021). similar with most of other asian countries, asean have succeeded to turn their economic down turn due to financial crisis in 1997 to a significant economic block (nasir et al., 2019). according to the mckinsey global institute (mgi) report, asean economies are among the world's outperforming emerging economies with a positive prospect of long-term growth (nasir et al., 2019). one of the big achievements in asean countries economies are financial sectors (ho et al., 2021). the research attempt to investigate the impacts of domestic credit and stock market on the economic growth of five asean countries (indonesia, malaysia, singapore, thailand, and philippines) last 20 years by adopting augmented solow-swan growth model (durusu-ciftci et al., 2017). earlier research examining the financial development and economic growth in asean countries have been conducted by malarvizhi et al. (2019), nasir et al. (2019), haini (2020), and ho et al. (2021). malarvizhi et al. (2019) and ho et al. (2021) only focus on financial development in the form of domestic credit, either through banks or non-bank systems and domestic investment. haini (2020) calculates economic growth based on labor productivity and financial development focusing on institutional aspects. several previous research examine the impact of financial development on economic growth generally using financial indicators as a ratio of gdp as determinants variable of economic growth which also contains gdp measure in pr es s 98 the winners, vol. 23 no. 2 september 2022, 95-102 (durusu-ciftci et al., 2017; malarvizhi et al., 2019; ho et al., 2021). those exogenous and endogenous variables become risk to endogeneity problem. this research attempt to test the financial development as a level of domestic credit to private sectors and stock market value (also known as market capitalization) as a determinant of economic growth using panel regression. thus, the research is not only expected to justify the theory but also complete the empirical analysis in different approach. hopefully, domestic credit will grow rapidly to encourage the growth of real sector. ii. methods the research used the improved growth model of solow-swan to investigate the effects of both stock market and domestic credit, on the economic growth in the long-term. the output per efficient capita at the steady-state condition is shown in the equation: (1) when the equation is converted to the natural log, it yields the equation: (2) in the equation (2), is the output per efficient capita at the steady-state condition. equation (2) is used determine the contribution of both the domestic credit market and stock market to the development of the economy in the long-term. assuming that a0 is the initial technological progress, equation (2) can be changed to: (3) in addition, to measure the contribution of both markets to the gdp in the long term, the empirical equation is used. (4) the three coefficients in the equation, β2, β3, and β4 show the contributions of the development of the domestic credit market, the development of the stock market, and the growth of the employment rate respectively. these are affected by two aspects, which are technology and depreciation. β2 and β3 are expected to show a positive result, while β4 is expected to show a negative result. lastly, ɛi,t is the error, while the subscript (t =1,2,---,t) denotes the time period. the research uses panel data as the empirical model to predict the impact of financial development on economic growth in selected asean countries and collect data from the world bank. the panel data consists of those from the 2000-2019 period of from five asean member countries, namely indonesia, thailand, singapore, philippines, malaysia, and singapore. the best model is selected from the three model in panel data which are pooled ordinary least square (pooled ols), fixed effect model (fem), and random effect model (rem). pooled ols regression determine that intercept and slope do not change in every i and t (hill, griffiths, & lim, 2011). yit=β1+β2scmit+β3ssmit+β4popaugit+εit (5) on the other hand, fem or fixed effect model determine that intercept change i and t with constant slope (hill et al., 2011). yit=β1i+β2scmit+β3ssmit +β4popaugit +γ1indonesia1t +γ2malaysia2t +γ3philipines3t +γ4singapore4t +γ5thailand5t +δ12000i1+.... +δ20 2019i20 +εit (6) to select the best model, the research applies a simple chow test with restricted residual sums of squares (rrss), which is a simple test of ordinary least square on the pooled ols model, and the unrestricted residual sums of squares (urss), which is a simple test of the fem (least square dummy variable/ lsdv regression), with the equation (baltagi, 2005): fstat= (rrss-urss)\/(n-1) h0 ~ f(n-1,n(t-1)-k) (7)urss/(nt-n-k) in equation (6), n is individual, t is time, while k is an independent variable. if the value is fstat > ftable or the probability is f < 0,05, h0 (pooled) is rejected, while h1 (fixed) is accepted. furthermore, random effect determine that error change i and t with constant slope (hill et al., 2011). yit=β1i+β2scmit+β3ssmit+ β4popaugit εit (8) β1i=β1+εit (9) in pr es s 99domestic credit and stock market impact.... (tuti eka asmarani; endah ayu ningsih) yit = β1 + β2scmit + β3ssmit + β4popaugit + εi + uit (10) yit=β1+β2scmit+β3ssmit+β4popaugit+wit (11) wit=εi+uit (12) the breusch and pagan lagrangian multiplier test is also applied to decide on the best model between pooled ols and random effect model or rem (hill et al., 2011). yit=β1+β2scmit+β3ssmit+β4popaugit+εi (13) ε̂it = yit b1 b2scmit b3ssm3it b4popaug4it (14) (15) if the lm value is lm > ⱬ(1-α) , h0 (pooled) is rejected at a significance level α, and the alternative hypothesis, h1 (random), is accepted. furthermore, the research employs the hausman test to determine the best model between fixed and random models (hill et al., 2011). var(bfe,k bre,k) = var(bfe,k) + var(bre,k) 2cov(bfe,k,bre,k) = var(bfe,k) var(bre,k) (16) (17) if the result of the t-test is t-test > 1,96 (using the standard 5% of the large sample critical value), h0 (random) is rejected, and h1 (fixed) is accepted. in addition, the research applies variables as shown in table 1. iii. results and discussions the three models are compared in panel data (ols, fixed effect, and random effect) by chow, hausman, and breusch-pagan tests to examine the impact of financial development on economic growth. the best model is the random model, as shown in table 2. table 2 choice the best model test choice model prob significance best model chow 0,0000 0,05 fem breusch-pagan 0,0000 0,05 rem hausman 0,5981 0,05 rem source: stata processed result (2020) prob : probability fem : fix effect model rem : random effect model table 1 proxy and source of variables variable proxy source economic growth gross domestic product (gdp) refers to the sum of gross value added by all producers in the economy besides any product taxes and minus any subsidies excluded in the value of the products. the calculation is conducted without making deduction for depreciation of fabricated assets or for degradation or depletion of natural resources. the current us dollars is used in the data. world bank domestic credit domestic credit to private sector: domestic credit to private sector refers to financial resources provided to the private sector by financial corporations, such as loans, purchases of nonequity securities, and trade domestic credits and other accounts receivables, establishing a claim for repayment. these claims include domestic credit to public enterprises for some countries. world bank stock market market capitalization (also well-known as market value) refers to the share price multiplied by the number of shares outstanding (including their several classes) for listed domestic companies. us dollars is used in the data. world bank population augmented population aged 15-64 (% of the total population) is the total population of those aged 15 to 64 years old as the percentage of population in total. the data are augmented by technology and depreciation on the natural log of income per capita {the growth rate of technology = 0,025, and the rate of depreciation = 0,025. their sum is 0,05 (mankiw, romer, & weil et al., 1992). world bank source: (the world bank, 2019) in pr es s 100 the winners, vol. 23 no. 2 september 2022, 95-102 table 3 output random model lny coef. st.err. t-value p-value sig lnscm 0,557 0,035 16,09 0,000 *** lnssm 0,124 0,027 4,66 0,000 *** popaug 0,050 0,008 6,42 0,000 *** constant 1,961 0,550 3,57 0,000 *** *** p<0,01, ** p<0,05, * p<0,1 (paralel; menunggu konfirmasi author). source: stata processed result (2020) based on the output of the random effect model, all of the variables have a positive impact on economic growth. domestic credit contributes 0,557% to economic growth, while the contribution of the stock market is only 0,124%. both have the expected sign, namely that domestic credit and stock market have an important role in economy. in contrast, augmented population contributed 0,050% to economic growth, but it does not have an expected sign. this is because many people in asean have already used technology; as a result, increasing population has led to economic growth. the result is supported by durusu-ciftci et al. (2017), who state that domestic credit has a higher impact on economic growth than stock market. consequently, domestic credit in the five asean countries is stimulated by maintaining a low interest rate. the higher the domestic credit, the more improved the economic growth is. from july 2016, bank negara malaysia (bnm) maintained the interest rate at 3,0% in regard to catching up with growth momentum, particularly those sourced from domestic demands. however, at the beginning of 2017 bnm raised its interest rates as much as 25 bps to 3,25% because of the global and domestic economic strengthening, mainly from consumption and investment. the bank of thailand (bot) maintained a policy interest rate of 1,5% to ensure the path of economic recovery. the philippines’ monetary authority also kept a 3% policy interest rate. the monetary authority of singapore (mas) reaffirmed the neutral monetary policy stance with the appreciation rate of singapore dollar nominal effective exchange rate (s$neer) at 0% to promote economic growth while maintaining financial stability (divisi penelitian dan asesmen internasional, 2018). indonesia also applied the low interest rate as other asean countries did. bank indonesia (bi) made the decision to keep the bi 7-day (reverse) repo rate at 4,25% to maintain the stability of macroeconomic and financial systems and to support domestic economic recovery while considering the dynamics of the global and domestic economies (bank indonesia, 2017). global financial markets show a tremendous variety of developments. better global economic performance has pushed global stock prices to a relatively high level. the economic performance of the developed countries is relatively better than that of developing countries (divisi penelitian dan asesmen internasional, 2018). in 2018, bank negara malaysia (bnm) remained applying the level of the interest rate. nevertheless, the philippines’ monetary authority and bank of thailand upstretched a benchmark of the interest rate about 25 bps to address the risks of financial sector instability. the philippines had 4,75%, and thailand had 1,75%. it also happened in singapore, in which monetary authority of singapore (mas) announces a slight increase in the slope of the s$neer policy band (divisi penelitian dan asesmen internasional, 2018). bi at that time still made the decision to apply bi 7-day (reverse) repo rate at 6%. bi believed in the consistency of the policy interest rate with the endeavor to decrease the deficit of the current account to secured and sustained limits, and the domestic financial asset attractiveness, which includes taking into account the trend of movement in global interest in the next few months (bank indonesia, 2018). the high uncertainty in the stock market is reflected in the volatility index spike. the increase of the volatility index spike on the tw4-18 was due to the issue of global slowdown and the uncertainty of us-china trade negotiations. the dynamic has triggered investors to move their assets from the stock market to other safe haven assets, such as bonds (divisi penelitian dan asesmen internasional, 2018). in 2019, to respond to the generally weak economic performance, the monetary authority continued the stance for accommodating monetary policy. the philippines defended its interest rates of 4%. thailand and malaysia lowered the interest rate by 25 bps to 1,25% and 2,75% respectively. meanwhile, the monetary authority of singapore (mas) lowered the appreciation slightly over rate from the s$neer policy to address the slowdown of singapore's economic growth (divisi penelitian dan asesmen internasional, 2019). bi still made the decision to maintain the bi 7-day (reverse) repo rate by 5%. bi has made some effort to keep momentum domestic economic growth in the middle of the global economic slowdown (bank indonesia, 2018). in addition, the global stock market strengthened on the tw4-19, as the action of investor is good for the emerging markets and developed countries. the action risk on investor stock market was triggered by the positive development of us-china trade negotiations that lowered global uncertainty (divisi penelitian dan asesmen internasional, 2019). the research is in line with the current condition, where the banking sector in developing countries has grown faster than developed countries. this is in contrast with stock market, where stock market in developed countries has grown faster than in developing countries. iv. conclusions financial market has five roles in economy which are support mobilization of savings, resource allocation, corporate control exertion, facilitate risk management, and ease of goods, service, and in pr es s 101domestic credit and stock market impact.... (tuti eka asmarani; endah ayu ningsih) contracts trading. financial market encourages economic growth via two means, namely influencing the steady-state development of capital accumulation and technology innovation. the research tests the augmented solow-swan growth model to confirm the most significant impact on the growth of economy between banking domestic credit and stock market in asean selected countries from 2000 to 2019. the research finds that domestic credit in the five asean countries is stimulated by maintaining a low interest rate. therefore, the higher the domestic credit, the more improved the economic growth is. in contrast, global financial markets indicate a high variety of developments. better global economic performance has surpassed expectations and encouraged global stock prices to a relatively high level. the economic performance of the developed countries is relatively better than that of the developing countries. the research finds that the uncertainty is high in the stock market which shown by the volatility index spike. the rise of the volatility index spike on the tw4-18 was due to the issue of global slowdown and the uncertainty of us-china trade negotiations. it triggered investors to move their assets from the stock market to other assets, such as bonds. moreover, since the action of investor was considered good for the emerging markets and developed countries, the global stock market strengthened on the tw4-19. the positive development of us-china trade negotiations lowering global uncertainty trigger the action risk on stock market investors. the research results indicate that the contribution of domestic credit is substantially higher than stock market. thus, the findings support the view that domestic credit market-based financial systems are more likely to promote long-term economic growth. in this regard, the research recommend that emphasis should be on implementing government policies which lead to the deepening of the domestic credit market. with the respect to lower stock market effects on economic growth, governments should takesome essential measures to enhance investor confidence such as macroeconomic stability. moreover, there is need for institutional and legal improvements that strengthen domestic creditor and investor rights and contract enforcement. the research is lack of other control variabel as determinant of economic growth such as capital accumulation and technology. domestic credit does not count the non-banking private sectors. the research suggests the next research might elaborate more determinants of economic growth. references aali-bujari, a., venegas-martínez, f., & pérez-lechuga, g. 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(2020). the nexus of financial development and economic growth across major asian economies: evidence from bootstrap ardl testing and machine learning approach. journal of computational and applied mathematics, 372. https://doi.org/10.1016/j.cam.2019.112660 microsoft word 01_ laksmi_setting.doc pengaruh analisis jabatan .....(laksmi sito dwi irvianti; julius adi) 1 pengaruh analisis jabatan dan perencanaan sumber daya manusia terhadap rekrutmen karyawan laksmi sito dwi irvianti1; julius adi2 1,2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 laksmisito@binus.ac.id abstract pd karunia jaya is a trading company engaged in supplying spare parts of four-wheeled vehicles. the company originally only deals in one brand, namely toyota. but, with more and more development, it grew to deal with four brands, including toyota, suzuki, daihatsu, and isuzu. due to the increase in the number of brands, the company certainly requires added labor. the purpose of this study is to perform role analysis and human resources planning on employee recruitment at the company. results obtained can be used as a reference or a guide for companies in developing effective recruitment. the method of analysis used in this study are correlation analysis and linear regression. data is obtained by spreading the questionnaire to employees. results achieved in this research is that role analysis is strongly associated with the recruitment at (0.702) and hr planning with recruitment at (0.736). job analysis and human resource planning is strongly correlated to recruitment at (0.778). also job analysis has medium influence with recruitment at (0.492) and hr planning with the recruitment at (0.541). job analysis and human resources planning is associated with the recruitment at (.605). with this results it is expected that role of job analysis and human resource planning can be a major factor to improve the effectiveness of employee recruitment. keywords: job analysis, human resources planning, employee recruitment abstrak pd karunia jaya merupakan perusahaan dagang yang bergerak di bidang supplier suku cadang kendaraan roda empat. perusahaan pada awalnya hanya bermain di satu merek yaitu toyota. tetapi, semakin lama semakin berkembang sehingga bertambah menjadi memegang 4 merek kendaraan roda empat, meliputi toyota, suzuki, daihatsu, dan isuzu. karena bertambahnya merek, tentunya membutuhkan pertambahan tenaga kerja. tujuan penelitian ini ialah melakukan peranan analisis jabatan dan perencanaan sumber daya manusia terhadap rekrutmen karyawan di perusahaan. hasil penelitian yang diperoleh dapat dijadikan sebagai acuan atau pedoman bagi perusahaan dalam membuat suatu perekrutan yang efektif. metode analisis yang digunakan dalam penelitian ini adalah analisis korelasi dan regresi linear. data diperoleh dengan menyebar kuesioner terhadap karyawan. hasil yang dicapai dalam penelitian ini adalah analisis jabatan berhubungan kuat dengan rekrutmen sebesar (0,702) dan perencanaan sdm dengan rekrutmen sebesar (0,736). analisis jabatan dan perencanaan sdm berhubungan kuat dengan rekrutmen sebesar (0,778). selain itu, memiliki pengaruh analisis jabatan berpengaruh kuat dengan rekrutmen sebesar (0,492) dan perencanaan sdm dengan rekrutmen sebesar (0,541). analisis jabatan dan perencanaan sdm berhubungan yang kuat dengan rekrutmen sebesar (0,605). dengan ini diharapkan peranan analisis jabatan dan perencanaan sdm dapat dijadikan faktor utama untuk meningkatkan efektivitas rekrutmen karyawan. kata kunci: analisis jabatan, perencanaan sdm, rekrutmen karyawan 2 journal the winners, vol. 11 no. 1, maret 2010: 1-11 pendahuluan manajemen sumber daya manusia (sdm) merupakan suatu jenis pengakuan atas pentingnya unsur manusia sebagai sumber daya yang cukup potensial, yang perlu dikembangkan sedemikian rupa sehingga mampu memberikan kontribusi maksimal bagi organisasi, dan pengembangan sdm tersebut. menurut mondy, w.r. (2010:4), “human resource management is utilization of individuals to achieve organizational objectives.” sedangkan menurut milner dan crane (2005:12), “human resources management is the process developing, applying and evaluated policies, procedures, methods and programs relating to the individual in the organization.” jadi, dapat dikatakan bahwa manajemen sdm memegang peranan penting dalam suatu organisasi untuk mencapai tujuannya. sebagaimana elemen organisasi yang lain, sdm harus dikelola dengan baik. bahkan bisa dikatakan bahwa pengelolaan organisasi pada dasarnya adalah proses pengelolaan manusia. semua organisasi apapun jenis, ukuran, fungsi ataupun tujuannya harus beroperasi dengan dan melalui manusia. dibandingkan dengan elemen-elemen yang lain, memang dapat dikatakan bahwa manusia merupakan elemen yang paling dinamis dan kompleks. seringkali efisiensi pelaksanaan organisasi tergantung pada pengelolaan dan pendayagunaan manusia, maka setiap manajer harus mampu bekerja secara efektif dengan manusia dan harus mampu memecahkan bermacam-macam persoalan sehubungan dengan pengelolaan sdm. pengelolaan sdm di dalam organisasi kemudian dikenal dengan manajemen personalia dan berkembang menjadi manajemen sumber daya manusia. manusia akan mampu untuk bekerja dengan dengan baik bila ia ditempatkan pada posisi dengan jabatan yang sesuai dengan minat dan kemampuannya serta bila ia bisa memenuhi kebutuhannya dengan melakukan pekerjaan itu. lni berarti bahwa perusahaan harus bisa menempatkan orang pada jabatan-jabatan yang sesuai dengan minat dan kemampuannya, dengan tidak lupa mempertimbangkan upaya pemenuhan kebutuhannya. permasalahan yang terdapat dalam perusahaan adalah kurangnya kinerja karyawan. hal ini dapat dilihat dari tingkat absensi karyawan yang tinggi, kinerja tidak cukup baik, dan tingkat disiplin karyawan yang rendah. jadi, dapat dilihat adanya kesalahan dalam dalam proses rekrutmen, di mana proses rekrutmen itu sendiri adalah proses mencari orang yang bekerja. menurut ivancevich, j.m (2007:190), “recruiting requirements is the recruiting process necessarily begins with detailed job specifications.” sedangkan rekrutmen menurut byars dan rue (2006:111) adalah “process of seeking and attracting a pool of people from which qualified candidates for job vacancies can be chosen.” rekrutmen yang dilakukan perusahaan akan menentukan proses seleksi selanjutnya, yang akan menghasilkan karyawan bagi perusahaan. agar rekrutmen yang dilakukan perusahaan menjadi efektif, maka perlu dilakukan analisis jabatan dan perencanaan sdm. mondy, w.r (2010:106) mendefinisikan human resource planning adalah “human resource planning is the systematic process of matching the internal and external supply of people with job openings anticipated in the organization over a specified period of time.” menurut millmore lewis, saunders, thornhill dan morrow (2007:2007), “human resource planning is about ensuring that the correct number and mix of employees is available at the right place at the right time. the success of hrp is paramount to the survival of the organization and the complexities associated with the planning process are enormous.” dari uraian tersebut, dapat disimpulkan bahwa perencanaan sdm akan menentukan kapan dan bagaimana perusahaan harus melakukan rekrutmen untuk mengisi posisi yang kosong. bagaimana suatu rekrutmen dapat efektif ?. perusahaan perlu melakukan analisis jabatan agar rekrutmen yang dilakukan dapat efektif. mondy, w.r (2010:92) mendefinisikan bahwa, “job analysis is the systhematic process of determining the skills, duties and knowledge required for performing jobs pengaruh analisis jabatan .....(laksmi sito dwi irvianti; julius adi) 3 in an organization. job analysis information is used to prepare both a job description and job specification. the job specification is a document that outlines the minimum acceptable qualifications a person should process to perform a particular job. the job description is a document that provides information regarding the essential task, duties, and responsibility of a job.” dengan adanya job description dan job specification untuk tiap posisi, maka perusahaan dapat merekrut orang yang tepat untuk menduduki posisi tersebut sehingga membantu pencapaian tujuan organisasi. dalam penelitian ini, pd karunia jaya dipilih sebagai objek penelitian ini. perusahaan merupakan perusahaan dagang yang bergerak di bidang supplier suku cadang kendaraan roda empat. rekrutmen merupakan suatu tantangan tersendiri bagi para manajer karena sangat menentukan pencapaian tujuan perusahaan. selama ini, sumber rekrutmen yang dilakukan perusahaan hanya dari mulut ke mulut, tanpa adanya iklan lowongan kerja resmi dan hal ini menyebabkan pelamar yang masuk menjadi kurang berkualitas. dalam suatu perusahaan, tenaga kerja merupakan salah satu faktor penting yang menentukan tercapainya tujuan perusahaan. identifikasi masalah dalam penelitian ini adalah (1) bagaimana pengaruh antara analisis jabatan terhadap rekruitmen karyawan?, (2) bagaimana pengaruh antara perencanaan sumber daya manusia terhadap rekruitmen karyawan?, dan (3) bagaimana pengaruh simultan antara analisis jabatan dan perencanaan sumber daya manusia terhadap rekrutmen karyawan?. sedangkan desain penelitiannya adalah sebagai berikut. penelitian ini merupakan penelitian deskriptif dengan jenis penelitian studi kasus untuk menganalisis bagaimana pengaruh analisis jabatan dan perencanaan sumber daya manusia terhadap efektivitas rekrutmen karyawan di pd. karunia jaya. menurut pendapat sukardi (2003:157), penelitian deskriptif adalah metode penelitian yang berusaha menggambarkan dan menginterpretasi objek pada adanya. penelitian ini juga disebut non-eksperimen, karena pada penelitian ini peneliti tidak melakukan kontrol dan memanipulasi variabel penelitian. dengan metode deskriptif, peneliti memungkinkan untuk melakukan hubungan antar variabel, menguji hipotesis, mengembangkan generalisasi, dan mengembangkan teori yang memiliki validitas universal. metode penelitian jenis data penelitiannya adalah jenis data kuantitatif dan kualitatif, sedangkan sumber data adalah data primer (yang diperoleh dari kuesioner dan wawancara), dan data sekunder (data internal perusahaan). sementara itu, teknik pengumpulan datanya adalah sebagai berikut. teknik dibahas di atas bahwa penulis menggunakan data primer dan metode yang ada beberapa cara, yaitu (1) metode observasi, merupakan pengumpulan data primer dalam pencatatan pola perilaku subjek (orang), atau objek (benda) atau kejadian yang sistematik tanpa adanya pertanyaan atau komunikasi dengan individu-individu yang diteliti; dan (2) metode survei. ada 2 teknik pengumpulan metode survei, yaitu wawancara dan kuesioner. wawancara adalah teknik poengumpulan data dalam metode survei yang menggunakan pertanyaan secara lisan kepada subjek penelitian. teknik wawancara dilakukan jika peneliti memerlukan komunikasi atau hubungan dengan responden. data yang dikumpulkan umumnya berupa masalah tertentu yang bersifat kompleks, sensitif atau kontrovesional sehingga kemungkinan jika dilakukan dengan teknik kuesioner akan kurang mendapat tanggapan responden. teknik wawancara dilakukan terutama untuk responden yang tidak dapat membaca-menulis atau jenis pertanyaan yang memerlukan penjelasan dari pewawancara sebagai data penelitian. wawancara dapat dilakukan dengan tatap muka dan melalui telepon. sedangkan kuesioner adalah teknik pengumpulan data primer, di mana pengumpulan data penelitian pada kondisi tertentu kemungkinan tidak memerlukan kehadiran peneliti. pertanyaan 4 journal the winners, vol. 11 no. 1, maret 2010: 1-11 peneliti dan jawaban responden dapat dikemukakan secara tertulis melalui suatu kuesioner. teknik ini memberikan tanggung jawab kepada responden untuk membaca dan menjawab pertanyaan. kuesioner dalam penelitian ini dibuat dengan skala likert. menurut sugiyono (2008:132), dalam skala likert kemungkinan jawaban bukan hanya jawaban setuju atau tidak setuju, tetapi dibuat dengan lebih banyak kemungkinan jawaban. instrumen penelitian ini menggunakan skala likert yang berbentuk pilihan ganda (check list). penulis mengumpulkan sejumlah pernyataan yang berkaitan masalah yang akan diteliti, kemudian responden memilih salah satu jawaban dari sejumlah kategori jawaban yang tersedia, atau menjawab langsung pertanyaan tanpa harus memilih kategori jawaban yang tersedia. metode analisis data yang diperoleh dari akan diuji dan dianalisis dengan metode sebagai berikut. pertama, uji validitas, dilakukan untuk menunjukkan sejauh mana suatu alat ukur cocok untuk mengukur sesuatu yang ingin diukur. jadi, dapat dikatakan bahwa semakin tinggi validitas suatu alat ukur, maka alat ukur tersebut semakin mengenai sasarannya, atau semakin menunjukkan sesuatu yang seharusnya diukur. metode untuk uji validitas yang penulis gunakan dalam penelitian ini adalah one short method, yaitu dengan melihat berdasarkan koefisien korelasi pada tabel r dari setiap pertanyaan yang ada. apabila korelasi > r tabel, maka pertanyaan tersebut dinyatakan valid. kedua, uji reliabilitas. reliabilitas adalah indeks yang menunjukkan sejauh mana suatu alat ukur dapat dipercaya atau dapat diandalkan. suatu alat ukur dikatakan mempunyai keandalan konsistensi internal apabila item penyusunannya konsisten mengukur hanya variabel yang dikehendaki dan ini menunjukkan item-item tersebut mempunyai rata-rata korelasi antar item yang tinggi. dengan kata lain, reliabilitas menunjukkan konsistensi suatu alat ukur yang umumnya digunakan ialah dengan mencari koefisien kehandalan alat ukur yang menentukan mutu keseluruhan proses pengumpulan data, yaitu dengan menggunakan rumus koefisien alpha (α ) metode cronbach (sugiyono, 2008:20). besarnya alpha cronbach ini berkisar antara 0-1. semakin besar nilai koefisien keandalannya, maka semakin tinggi keandalan alat ukurnya. besarnya alpha berkorelasi positif dengan jumlah variabel yang digunakan, jadi semakin rendah nilai rata-rata korelasi antar variabel, maka akan semakin rendah pula nilai alpha. dengan batas minimum alpha = 0.6. ketiga, uji normalitas. pengujian normalitas data dilakukan dengan uji kolmogorov-smirnov dengan tingkat signifikansi 0,05. dalam uji normalitas data (goodness of fit), pengujian dilakukan untuk mengetahui apakah distribusi frekuensi hasil pengamatan (observed frequencies distribution) sesuai dengan expected normal frequencies distribution. hipotesis hasil yang akan diuji mengatakan bahwa distribusi frekuensi pengamatan adalah sesuai dengan distribusi frekuensi yang diharapkan/teoritis. dalam uji kolmogorov-smirnov, yang diperbandingkan adalah distribusi frekuensi kumulatif hasil pengamatan dengan distribusi frekuensi kumulatif yang diharapkan (actual observed cumulative frequency dengan expected cumulative frequency). keempat, regresi. untuk mengetahui seberapa besar pengaruh analisis jabatan dan perencanaan sumber daya manusia terhadap efektivitas rekrutmen karyawan, maka peneliti menggunakan analisis regresi dengan rumus sebagai berikut: y= a+bx. kelima, korelasi. untuk menganalisis seberapa erat hubungan analisis jabatan dan perencanaan sumber daya manusia terhadap efektivitas rekrutmen karyawan, maka peneliti akan menggunakan metode analisis korelasi linear sebagai berikut: pengaruh analisis jabatan .....(laksmi sito dwi irvianti; julius adi) 5 koefisien determinasi: ∑ x1y+b2∑ x2y ∑ y² keenam, uji hipotesa. hipotesis menurut j. supranto (2001) adalah suatu anggapan dugaan yang belum tentu kebenarannya. perumusan hipotesis akan diuji diberi simbol h0, sedangkan hipotesis alternatif diberi simbol h1. untuk mengetahui apakah anggapan itu benar, maka perlu suatu tes yang dinamakan uji t hipotesis, yang merupakan prosedur yang memungkinkan untuk mengambil keputusan dengan tingkat (1-a) sebesar 95% atau tingkat kesalahan (α ) sebesar 5%, dan derajat kebebasan (n-2). hasil dan pembahasan uji validitas data uji validitas untuk tiap instrumen dilakukan dengan menggunakan rumus korelasi pearson product moment dengan mengorealisasikan skor tiap butir pernyataan (sebagai variabel x) dengan skor total (variabel y). melakukan uji coba pengukur tersebut pada sejumlah responden, sangat disarankan agar jumlah responden untuk uji coba minimal 30 responden. dengan jumlah minimal 30 orang ini, distributor nilai (skor) akan lebih mendekati kurva normal (umar, 2008:52), dengan tingkat interval kepercayaan 95%. dasar pengambilan keputusan pada uji validitas adalah sebagai berikut. jika r hitung > r tabel, maka butir atau pernyataan tersebut valid, dan jika r hitung < r tabel, maka butir atau pernyataan tersebut tidak valid. nilai r hitung didapat dari hasil perhitungan korelasi pearson product moment antara skor tiap butir pernyataan dengan skor total dan nilai r tabel adalah 0,31. semua pernyataan pada variabel analisis jabatan dinyatakan valid karena r hitung masing-masing > r tabel yaitu 0,31; semua pernyataan pada variabel perencanaan sdm dinyatakan valid karena r hitung masing-masing > r tabel yaitu 0,31; dan semua pernyataan pada variabel efektivitas rekrutmen karyawan dinyatakan valid karena r hitung masing-masing > r tabel yaitu 0,31. uji reliabilitas data dalam melakukan pengujian reliabilitas populasi dan sampel yang digunakan juga sebanyak 30 responden. dasar pengambilan keputusan pada uji reliabilitas adalah (1) bila cronbach alpha > 0,6 maka kuesioner yang diuji reliabel, dan (2) bila cronbach alpha < 0,6 maka kuesioner yang diuji tidak reliabel. dari uji reliabilitas, diperoleh bahwa nilai cronbach alpha untuk analisis jabatan, perencanaan sdm, dan efektivitas rekrutmen masing-masing adalah 0.902, 0.734, dan 0.826 sehingga dapat dikatakan reliabel. uji normalitas data uji normalitas untuk tiap variabel dilakukan dengan menggunakan alat uji kormogorov smirnov. dasar pengambilan keputusan pada uji normalitas data ini adalah sebagai berikut (1) jika signifikansi (sig) atau nilai probabilitas > 0,05, maka data berdistribusi normal, dan (2) jika signifikansi (sig) atau nilai probabilitas < 0,05, maka data tidak berdistribusi normal. angka signifikansi (sig) dapat diperoleh melalui perhitungan test of normality atau plot melalui alat bantu spss 16, dan angka 0,05 merupakan tingkat kesalahan atau α . r2 = 6 journal the winners, vol. 11 no. 1, maret 2010: 1-11 tabel 1 kolmogorovsmirnov test variabel analisis jabatan tests of normality kolmogorov-smirnova shapiro-wilk statistic df sig. statistic df sig. average .103 30 .200* .948 30 .151 a. lilliefors significance correction *. this is a lower bound of the true significance. sumber: hasil pengolahan data, 2009 jika dilihat dari tabel di atas, variabel analisis jabatan memiliki sig = 0,2 > 0,05, maka data analisis jabatan berdistribusi normal. tabel 2 kolmogorovsmirnov test variabel perencanaan sdm tests of normality kolmogorov-smirnova shapiro-wilk statistic df sig. statistic df sig. average .144 30 .115 .956 30 .244 a. lilliefors significance correction *. this is a lower bound of the true significance. sumber: hasil pengolahan data, 2009 jika dilihat dari tabel di atas, variabel perencanaan sdm memiliki sig = 0,115> 0,05, maka data analisis jabatan berdistribusi normal. tabel 3 kolmogorovsmirnov test variabel efektivitas rekrutmen karyawan tests of normality kolmogorov-smirnova shapiro-wilk statistic df sig. statistic df sig. average .132 30 .192 .943 30 .108 a. lilliefors significance correction sumber: hasil pengolahan data, 2009 jika dilihat dari tabel di atas, variabel efektivitas rekrutmen karyawan memiliki sig = 0,192 > 0,05, maka data analisis jabatan berdistribusi normal. hubungan antara analisis jabatan terhadap rekrutmen karyawan besarnya hubungan analisis jabatan (x1) terhadap rekrutmen karyawan (y) yang dihitung dengan koefisien korelasi adalah 0,702. hal ini menunjukkan bahwa adanya hubungan yang kuat antara analisis jabatan dengan rekrutmen karyawan. kontribusi analisis jabatan terhadap rekrutmen karyawan adalah sebesar kp = r 2 x 100% = 0,702 2 x 100% = 49.28%. variabel efektifitas rekrutmen karyawan dijelaskan oleh variabel analisis jabatan sebesar 49,28% dan sisanya 50,72% ditentukan oleh variabel lain, yang tidak dapat dijelaskan dalam penelitian ini. pengaruh analisis jabatan .....(laksmi sito dwi irvianti; julius adi) 7 untuk mengetahui generalisasi dari hubungan variabel analisis jabatan dengan variabel efektifitas rekrutmen karyawan, maka dilakukan uji signifikansi sebagai berikut. hipotesis: ho = variabel analisis jabatan tidak berhubungan secara signifikan dengan variabel rekrutmen karyawan h1 = variabel analisis jabatan berhubungan secara signifikan dengan variabel rekrutmen karyawan dasar pengambilan keputusan, yaitu (1) jika nilai probabilitas lebih kecil atau sama dengan nilai probabilitas sig atau (sig < 0,05), maka ho ditolak dan h1 diterima, artinya signifikan; (2) jika nilai probabilitas lebih besar atau sama dengan nilai probabilitas sig atau (sig > 0,05), maka ho diterima dan h1 ditolak, artinya tidak signifikan. dari hasil uji signifikansi koefisien korelasi untuk dua sisi (2-tailed) dari output menghasilkan angka sebesar 0,000. jika dibandingkan dengan α = 0,05, maka nilai sig lebih kecil dari α (sig < α ), yaitu 0,000 < 0,05, yang artinya ho ditolak atau h1 diterima. kesimpulannya adalah variabel analisis jabatan berhubungan secara signifikan dengan rekrutmen karyawan. angka 0,05 digunakan karena hasil penelitian spss 16 memberikan angka signifikan sebesar angka 0,05 yang ditandai dengan (**). standard spss berada di antara 0,01 sampai 0,05. hubungan antara perencanaan sdm terhadap rekrutmen karyawan besarnya hubungan perencanaan sdm (x2) terhadap rekrutmen karyawan (y) yang dihitung dengan koefisien korelasi adalah 0,736. hal ini menunjukkan ada hubungan yang kuat antara perencanaan sdm dengan rekrutmen karyawan. sumbangan analisis jabatan dengan rekrutmen karyawan adalah sebesar kp= r 2 x 100% = 0,736 2 x 100% = 54,16% variabel rekrutmen karyawan dijelaskan oleh variabel perencanaan sdm dan sisanya 45,84% ditentukan oleh variabel lain, yang tidak dapat dijelaskan dalam penelitian ini. untuk mengetahui generalisasi dari hubungan variabel perencanaan sdm dengan variabel rekrutmen karyawan, maka dilakukan uji signifikansi sebagai berikut. hipotesis: ho = variabel perencanaan sdm tidak berhubungan secara signifikan dengan variabel rekrutmen karyawan h1 = variabel perencanaan sdm berhubungan secara signifikan dengan variabel rekrutmen karyawan dasar pengambilan keputusan, yaitu (1) jika nilai probabilitas lebih kecil atau sama dengan nilai probabilitas sig atau (sig < 0,05), maka ho ditolak dan h1 diterima, artinya signifikan; (2) jika nilai probabilitas lebih besar atau sama dengan nilai probabilitas sig atau (sig > 0,05), maka ho diterima dan h1 ditolak, artinya tidak signifikan. dari hasil uji signifikansi koefisien korelasi untuk dua sisi (2-tailed) dari output menghasilkan angka sebesar 0,000. jika di bandingkan dengan α = 0,05, maka nilai sig lebih kecil dari α (sig < α ), yaitu 0,000 < 0,05 yang artinya ho ditolak atau h1 diterima. kesimpulannya adalah variabel analisis jabatan berhubungan secara signifikan dengan rekrutmen karyawan. hubungan antara analisis jabatan dan perencanaan sumber daya manusia terhadap rekrutmen karyawan besarnya hubungan analisis jabatan (x1) dan perencanaan sdm (x2) terhadap rekrutmen karyawan (y) yang dihitung dengan koefisien korelasi adalah 0,778 atau (ryx1x2 = 0,778). hal ini 8 journal the winners, vol. 11 no. 1, maret 2010: 1-11 menunjukkan hubungan yang kuat antara analisis jabatan dan perencanaan sdm dengan rekrutmen karyawan. koefisien korelasi bertanda (+), artinya hubungan antara analisis jabatan dan perencanaan sdm dengan rekrutmen karyawan searah sehingga jika analisis jabatan dan perencanaan sdm naik, maka efektivitas rekrutmen karyawan juga akan naik. dapat diartikan bahwa apabila analisis jabatan dan perencanaan sdm di perusahaan telah berperan dengan baik, maka diharapkan dapat meningkatkan rekrutmen karyawan yang lebih baik lagi. kontribusi analisis jabatan dan perencanaan sdm dengan rekrutmen terdapat pada r square adalah sebesar 0,605 (adalah pengkuadratan dari koefisien korelasi 0,778 atau 0,778 2 ). r square dapat disebut koefisien determinasi yang dalam hal ini berarti 60,5 %. artinya adalah sumbangan 60,5% variabel rekrutmen karyawan ini dijelaskan oleh variabel analisis jabatan dan perencanaan sdm dan sisanya 39,5% ditentukan oleh variabel lain yang tidak dapat dijelaskan dalam penelitian ini. hipotesis: ho = variabel analisis jabatan dan perencanaan sdm tidak berhubungan secara signifikan dengan variabel rekrutmen karyawan h1 = variabel analisis jabatan dan perencanaan sdm berhubungan secara signifikan dengan variabel rekrutmen karyawan dasar pengambilan keputusan, yaitu (1) jika nilai probabilitas lebih kecil atau sama dengan nilai probabilitas sig atau (sig< 0,05), maka ho ditolak dan h1 diterima, artinya signifikan; (2) jika nilai probabilitas lebih besar atau sama dengan nilai probabilitas sig atau (sig > 0,05), maka ho diterima dan h1 ditolak, artinya tidak signifikan. berdasarkan hasil uji dua sisi (2-tailed) (diukur dari probabilitas atau sig. f change) menghasilkan angka sebesar 0,000. jika dibandingkan dengan α = 0,05, maka nilai sig lebih kecil dari α (sig < α), yaitu 0,000 < 0,05, yang artinya ho ditolak atau h1 diterima. kesimpulannya adalah variabel analisis jabatan dan perencanaan sdm berhubungan secara signifikan dengan variabel rekrutmen karyawan. pengaruh analisis jabatan terhadap rekrutmen karyawan besarnya pengaruh analisis jabatan (x1) terhadap rekrutmen karyawan (y) yang dihitung dengan regresi linear adalah r. square sebesar 0,702. hal ini menunjukkan ada pengaruh yang kuat dan searah antara analisis jabatan dengan rekrutmen karyawan. r square dapat disebut koefisien determinasi, yang dalam hal ini berarti 49,3%. artinya, sumbangan 49,3% variabel rekrutmen karyawan ini dijelaskan oleh variabel analisis jabatan dan sisanya 50,7% ditentukan oleh variabel lain yang tidak dapat dijelaskan dalam penelitian ini. persamaan regresi yang didapat antara analisis jabatan (x1) terhadap rekrutmen karyawan (y) adalah y = 0.813 + 0.754 x1. dari persamaan tersebut, dapat diartikan bahwa dengan penerapan analisis jabatan (x1) makin baik maka rekrutmen karyawan (y) menjadi lebih baik pula. jika perusahaan tidak menerapkan analisis jabatan (x1), maka rekrutmen (y) adalah sebesar 0.813. pengaruh perencanaan sumber daya manusia terhadap rekrutmen karyawan besarnya pengaruh perencanaan sdm (x1) terhadap rekrutmen karyawan (y) yang dihitung dengan regresi linear adalah r. square sebesar 0,541. hal ini menunjukkan ada pengaruh yang kuat dan searah antara perencanaan sdm dengan rekrutmen karyawan. r square dapat disebut koefisien determinasi, yang dalam hal ini berarti 54,1%. artinya, sumbangan 54,1% variabel rekrutmen karyawan ini dijelaskan oleh variabel perencanaan sdm dan sisanya 45,9% ditentukan oleh variabel pengaruh analisis jabatan .....(laksmi sito dwi irvianti; julius adi) 9 lain yang tidak dapat dijelaskan dalam penelitian ini. persamaan regresi yang didapat antara perencanaan sdm (x2) terhadap rekrutmen karyawan (y) adalah y= 0.413 + 0.881 x2. dari persamaan tersebut, dapat diartikan bahwa dengan penerapan perencanaan sdm (x2) makin baik, maka rekrutmen karyawan (y) menjadi lebih efektif pula. pengaruh analisis jabatan dan perencanaan sumber daya manusia terhadap rekrutmen karyawan besarnya pengaruh analisis jabatan (x1) dan perencanaan sdm (x2) terhadap rekrutmen karyawan (y), yang dihitung dengan regresi linear adalah r. square sebesar 0,605. hal ini menunjukkan ada pengaruh yang kuat dan searah antara analisis jabatan dan perencanaan sdm dengan rekrutmen karyawan. r square dapat disebut koefisien determinasi yang dalam hal ini berarti 60,5%. artinya, sumbangan 60,5% variabel rekrutmen karyawan ini dijelaskan oleh variabel analisis jabatan dan perencanaan sdm, sisanya 39,5% ditentukan oleh variabel lain yang tidak dapat dijelaskan dalam penelitian ini. persamaan regresi yang didapat antara perencanaan sdm (x) terhadap rekrutmen karyawan (y) adalah y= 0.154 + 0.572 x1 + 0.388 x2. jika penerapan analisis jabatan (x1) dan perencanaan sdm (x2) makin baik, maka rekrutmen karyawan (y) akan makin efektif pula. pembahasan analisis jabatan proses analisis jabatan yang telah diterapkan dalam perusahaan dimulai dengan proses pengumpulan data-data dari internal organisasi. data-data yang biasanya digunakan adalah dokumen visi misi perusahaan, peraturan perusahaan atau perjanjian kerja bersama, prosedur operasi yang sudah distandarisasikan, dan dokumen lain yang dapat memberikan histori jabatan yang akan dianalisis. selanjutnya, analis jabatan (sebutan untuk orang yang melakukan analisis jabatan dilakukan oleh manajemen sdm) akan mempelajari dokumen tersebut dan menggali informasi mengenai suatu jabatan. setelah mendapatkan informasi dari data yang sudah ada, analis jabatan akan terjun ke lapangan mengadakan penyebaran kuesioner; wawancara dengan pemangku jabatan/incumbent, atasan/superior, rekan/peer, dan bawahan/subordinate; serta observasi. proses terjun di lapangan ini dilakukan untuk organisasi yang proses bisnisnya sudah berjalan. artinya, sudah ada kegiatan yang dilakukan. di lapangan ini, analis jabatan akan menggali mengenai tanggung jawab dan wewenang jabatan, tugas-tugas yang dijalankan, prosedur standar dalam operasionalisasi, kendala dan hambatan, dan pihak yang biasa terlibat dalam penanganan pekerjaan (stakeholders). jadi, sebelum mengadakan wawancara, biasanya analis jabatan akan menyebarkan kuestioner yang berisi pertanyaan seputar hal tersebut. ketika pulang dari lapangan, analis jabatan akan menggenggam informasi yang akan diramu menjadi uraian jabatan dan persyaratan jabatan. dia akan membuat draf atas informasi tersebut. draf uraian jabatan dan persyaratan jabatan tersebut selanjutnya akan dikonsultasikan kembali dan menunggu persetujuan dengan atasan. analisis jabatan yang dipakai oleh perusahaan adalah dengan menggunakan metode kuesioner dan wawancara karena metode kuesioner dapat mengumpulkan informasi dengan mudah dan dalam waktu yang relatif singkat. setelah mendapatkan data kuesioner untuk menghindari persepsi yang berbeda dari isi kuesioner yang diberikan, maka harus ditinjau kelengkapannya, dengan tindakan lanjut yang seperlunya dalam bentuk wawancara dengan pertanyaan tambahan yang harus dijawab oleh para karyawan. perusahaan melakukan analisis jabatan secara berkala. analisis jabatan digunakan untuk mengubah visi, misi perusahaan dan mengubah struktur organisasi untuk penambahan divisi atau pengurangan divisi. 10 journal the winners, vol. 11 no. 1, maret 2010: 1-11 pembahasan perencanaan sumber daya manusia perencanaan sdm merupakan proses untuk menghitung dan merencanakan jumlah kebutuhan pegawai yang paling optimal bagi perusahaan. kegiatan ini merupakan salah satu langkah awal untuk menciptakan jumlah karyawan yang paling pas dengan kebutuhan perusahaan. artinya, tidak terlalu berlebih sehingga tidak efisien atau kekurangan jumlah pegawai sehingga lambat mengantisipasi perkembangan bisnis. ada 3 faktor yang harus dipertimbangkan dalam melakukan perencanaan sdm. faktor pertama adalah estimasi jumlah karyawan yang akan keluar (baik secara alami melalui proses pensiun) atau karena yang mengundurkan diri. data karyawan yang akan pensiun bisa dilihat dari database karyawan, sementara tren karyawan yang resign bisa dilihat tren turn over pegawai dalam 3 tahun terakhir. faktor kedua adalah rencana bisnis perusahaan di masa mendatang; apakah hendak melakukan ekspansi pasar dan membuka cabang bisnis baru atau justru sebaliknya, akan menghadapi penurunan penjualan sehingga operasi bisnis akan makin diciutkan. rencana bisnis ini sangat penting bagi proses perencanaan kebutuhan jumlah sdm. faktor yang ketiga yang juga harus dipertimbangkan dalam perencanaan sdm adalah sumber daya keuangan perusahaan; apakah perusahaan memiliki anggaran yang cukup memadai untuk mempertahankan jumlah karyawan atau juga melakukan penambahan. atau sebaliknya, kondisi keuangan perusahaan kian sulit sehingga justru harus dilakukan phk. metode perencanaan yang dilakukan oleh perusahaan adalah menggunakan metode analisis regresi statistis, dimana analisis regresi statistis dilakukan dengan cara perbandingan statistik berdasarkan hubungan berbagai faktor di masa lalu. contohnya di perusahaan adalah sebagai berikut. hubungan statistik antara penjualan kotor dan jumlah karyawan dalam rantai ritel akan berguna dalam meramalkan jumlah karyawan yang dibutuhkan jika penjualan tersebut meningkat sebanyak 30%. perencanaan sdm pada perusahaan dilakukan secara berkala, di mana perencanaan sdm harus disesuaikan dengan tujuan dan strategi perusahaan tersebut. kesimpulan yang didapat dari hasil wawancara dengan perusahaan mengenai perencanaan sdm bahwa perusahaan telah melakukan perencanaan sdm dengan baik. pembahasan rekrutmen kebijakan rekrutmen terkait tentang darimana sdm diperoleh. pada dasarnya, rekrutmen dapat berasal dari 2 sumber yaitu, eksternal dan internal. perusahaan akan memilih tenaga kerja dari dalam atau dari luar tergantung beberapa faktor, termasuk ketersediaan orang-orang yang berkualitas, kondisi perekonomian, rencana organisasi, biaya relatif, dan kebijakan sdm. perusahaan memakai metode perekrutan yang berfokus pada karyawan karena dengan alasan dapat menekan biaya perekrutan menjadi rendah dan bagi pekerja-pekerja baru yang direkrut melalui referensi karyawan mempunyai masa kerja dalam organisasi yang lebih lama. selain itu, perusahaan juga melakukan promosi dan transfer pekerjaan untuk mengisi tempat-tempat yang strategis berasal dari dalam perusahaan. promosi dan transfer pekerjaan dengan merekrut dari dalam perusahaan itu sendiri dipilih dengan alasan untuk menghemat biaya, menghemat waktu yang diperlukan untuk mengisi lowongan, dan karyawan yang akan dipromosikan tentunya mengenal dengan baik keadaan perusahaan itu sendiri dan sebelum karyawan yang akan hendak keluar dari perusahaan, maka karyawan yang akan keluar tersebut wajib memberikan pelatihan kepada calon pengganti yang akan mengisi posisi yang akan dia tinggalkan atau lebih dikenal dengan pelatihan on the job training. pengaruh analisis jabatan .....(laksmi sito dwi irvianti; julius adi) 11 simpulan berdasarkan hasil analisis dan pembahasan mengenai peranan analisis jabatan dan perencanaan sdm terhadap rekrutmen karyawan, maka dapat ditarik kesimpulan sebagai berikut. analisis jabatan memiliki hubungan yang kuat dengan efektifitas rekrutmen karyawan, dapat diartikan bahwa hubungan antara variabel analisis jabatan dengan variabel rekrutmen karyawan sebesar 0,702 dan mempunyai pengaruh sebesar 49,3%. perencanaan sdm memiliki hubungan yang kuat terhadap efektivitas rekrutmen karyawan. dapat diartikan bahwa hubungan antara variabel perencanaan sdm dengan variabel rekrutmen karyawan sebesar 0,736 dan mempunyai pengaruh sebesar 54,1%. dapat diartikan bahwa, perusahaan memiliki perencanaan sdm yang signifikan berpengaruh besar terhadap efektivitas rekrutmen karyawan. perencanaan sdm memiliki hubungan yang kuat terhadap efektivitas rekrutmen karyawan. dapat diartikan bahwa hubungan antara variabel perencanaan sdm dengan variabel rekrutmen karyawan sebesar 0,778 dan mempunyai pengaruh sebesar 60,5%. dapat diartikan bahwa perusahaan memiliki perencanaan sdm yang signifikan berpengaruh besar terhadap efektivitas rekrutmen karyawan. berdasarkan hasil analisis dan pembahasan, maka saran-saran yang dapat diberikan kepada perusahaan sehubungan dengan peranan analisis jabatan dan perencanaan sdm terhadap efektivitas rekrutmen karyawan pada perusahaan adalah sebagai berikut. upaya-upaya yang dapat dilakukan adalah perlu melakukan observasi, di mana observasi tersebut dengan pengamatan dan memperhatikan individu yang melakukan pekerjaan guna mendeskripsikan tugas dan kewajiban yang dikerjakan. jadi, dengan melakukan observasi dan bersama-sama dengan metode yang lain akan membuat analisis jabatan menjadi lebih baik lagi. upaya-upaya untuk memperbaiki perencanaan sdm dilakukan dengan jalan mengevaluasi kembali sumber-sumber pasokan tenaga kerja di perusahaan, baik sumber pasokan tenaga kerja dari dalam perusahaan dan luar perusahaan serta mempertimbangkan kebutuhan pribadi perusahaan masih memerlukan ada atau tidaknya penambahan tenaga kerja. secara bersama-sama analisis jabatan dan perencanaan sdm mempengaruhi efektivitas rekrutmen karyawan perusahaan. namun, perusahaan disarankan agar lebih berfokus pada perencanaan sdm karena memiliki pengaruh yang kuat dan signifikan terhadap rekrutmen karyawan. daftar pustaka ivancevich, j.m. (2007). human resource management, singapore: mc graw hill. llyod, b., and rue, l.e. (2006). human resource management, 5th ed., prentice hall. millmore, m., et al. (2007). strategic human resource management, united kingdom: prentice hall. millner and crane. (2007). human resource management, prentice hall. mondy, r,w. (2010). human resource management, 11th ed., new jersey: pearson education. sugiyono. (2008). metode penelitian bisnis, bandung: alfabeta. sukardi. (2003). metodologi penelitian bisnis, jakarta: pt bumi aksara. supranto, j. (2001). pengukuran tingkat kepuasan kinerja, jakarta: pt rineka cipta. microsoft word 02_maya syahrial_setting_ok indonesian tourists’..... (ismayanti; dkk) 11 indonesian tourists’ preferences influence of conscious and unconscious motives ismayanti1; ina djamhur2; levyda3 1,2,3universitas sahid jakarta, jln. prof. dr. soepomo sh no.84 tebet, jakarta selatan 12870 maya.syahrial@gmail.com abstract motivation is the foremost variable to explain the travel preferences. it is identified that there are two motives of travelling: inner intention as the unconscious motives and outer magnet as the conscious motives. inner intentions derive from tourists’ mindset and push the actor to perform. outer magnet is created by destination (tourism supplier, operators, hotelier etc.) to pull the customers. from 331 respondents in jakarta (capital city) and bandung as tourist generating regions in indonesia showed that there are partial element of inner intention that encourage indonesian to travel: religiousness and leisure time, and there are collective element of outer magnet that fascinate indonesian tourist: cultural attraction and activities, outrange between domicile region and destination, and sophisticated amenities. keywords: motivation, travel, tourist domestic abstrak motivasi adalah variabel penting untuk menjelaskan pilihan lawatan. terdapat dua motivasi lawatan, yaitu intensi dalam diri individu sebagai motivasi bawah sadar dan magnet luar sebagai motivasi dalam sadar. magnet luar termasuk tujuan (agen turisme, operator, pengurus hotel, dan sebagainya) untuk menarik pelanggan. dari 332 responden di jakarta (ibukota) dan bandung sebagai kota tujuan turis di indonesia menunjukkan bahwa terdapat elemen pemisah dari intensi dalam diri individu yang mendukung penduduk indonesia untuk berlawatan adalah agama, waktu luang, dan ada unsur dari magnet luar yang mempesona turis domestic: aktivitas dan atraksi budaya, jarak antara lokasi domisili dan tujuan, dan fasilitas penunjang yang canggih. kata kunci: motivasi, lawatan, turis domestik 12 journal the winners, vol. 12 no. 1, maret 2011: 11-23 introduction tourism has function to fulfil the body, soul and intellectual desire by recreation and travelling. tourism has become the member of human basic need; place it side by side with daily needs such as food, clothing and housing. the government of indonesia put effort to perform those function by implementing the decree of designating public holiday and collective leave since 2008. collective leave was aimed to focus on work productivity and boosting the country’s tourism industry. to compensate, they should work extra hours on other days. as part of the government’s efforts to attract visitors, the country improve awareness and build enhanced relations with potential destinations. airport renovation is underway, together with facilities development from the private sector. as a result, the country witnessed significant growth of arrivals, albeit in business and leisure tourists. however, as the various tourism initiatives are to be followed by fast and effective improvements to buildings and the tourism infrastructure, revolutionary changes are seen in reverse. the decree was misinterpreted by the indonesian. the designating public holiday and collective leave triggers more the outbound travel rather than domestic travel. the intentions to travel abroad raise, number of outbound trips and spending increase as shown in table 1. table 1 fact of domestic travel and outbound tourist indonesia year 2001 to 2008 source: bps (2009) and p2sdj (2009) the tourism industry is concerned with the fact, but yet they do not fully understand the cause. it is the purpose of the research to reveal the main motives of travelling: inner intention as the unconscious motives and outer magnet as the conscious motives of indonesia tourist, so destination (operator, hotelier) should redesign and rebranding their product. tourism and domestic tourist tourism is a unique phenomenon. the concept of tourism is complicated and can be viewed from various perspectives. in indonesia, the act number 10 years 2009 regarding tourism has been ratified as follows: (1) tourism is the travel activities done by a person or a group to visit certain destination with the purpose of recreation, self-improvement or study the uniqueness of tourist attraction in temporarily; (2) a tourist is a person doing the travel activities; (3) tourism industry consists of various activities and supported by facilities and services, provided by community, entrepreneur, government and local government. tourism consists of three main elements (cooper et.al, 2005), they are tourist, geographical element, and tourism industry. year domestic traveller total expenditure outbound tourist total spending (thousand) (billion idr) (thousand( (million usd) 2001 103,884 58.7 n.a n.a 2002 105,379 1.4% 68.8 14.7% n.a n.a 2003 110,030 4.2% 70.9 2.9% 3,769 3,450 2004 111,353 1.2% 71.7 1.2% 4,270 11.7% 3,672 6.0% 2005 112,701 1.2% 74.7 4.0% 4,806 11.2% 3,286 -11.7% 2006 114,391 1.5% 88.2 15.3% 5,041 4.7% 3,920 16.2% 2007 116,107 1.5% 108.9 19.0% 5,158 2.3% 4,331 9.5% 2008 117,213 0.9% 123.2 11.6% 5,312 2.9% 5,577 22.3% average 1.7% 9.8% 6.5% 8.5% indonesian tourists’..... (ismayanti; dkk) 13 tourist he or she is the actor of travel activities and he or she obtains the experience and satisfaction from the trip. geographical element the movement of tourist occurs in geographical coverage, they are (1) tourist generating area (tga) is the area where the tourist comes from and done their daily activities such as working, schooling and other basic needs, and it motivates them to get away from their routines; (2) transit area (ta), not all travelers stop-over or transit in a certain area but they definitely pass the transit region. often the trip is diverted and ended in transit area, not in the tourist destination. many transit countries perform its multi functions. they improve the accessibility and amenities to convert their function as from a hub to a destination; (3) tourist destination region (tdr) is the finish line of the journey. it is the main of travel purpose. destination is the raison d’être of the tourism, offers variety of excitement other than everyday activities. each destination should have uniqueness and provide a certain level of quality to meet the tourist’s expectation. the impact of tourism on economics, social culture and physical environment occur in destination, thus, it is important to have a proper tourism planning and strategic management. tourism industry the third element in tourism system is the industry itself. the industry provides products and services, attractions and activities, accessibilities and amenities. all make available to cater the need and wants (gunn, 1995). based indonesia tourism act, there are 13 key players in the tourism industry: tourist attraction, resort, transportation services, tour operators, food and drink establishment, accommodation, recreation and entertainment centre, conference organizers, exhibition organizer, incentive travel house, information centre, tourism consultant, tour guide, water recreation park and spa. un-wto (gee, 1997) classify the tourism into two boundaries, they are domestic tourism and international tourism. domestic tourism domestic or internal tourism is the activity of people visiting destinations within their own country's boundaries. it is the travel within one’s country border line outside their home region with the purpose of pleasure, not working. the actor is called domestic tourist. international tourism international or overseas tourism is the travel across one’s country border line beyond their home region with the purpose of pleasure, not working. it is the activity of people visiting destinations outside their own country's boundaries. the actor is called international tourist. there are two types of international tourism; they are inbound tourism and outbound tourism. inbound or incoming tourism occurs when foreigners visit other country. it is the tourism of non-resident visitors within the economic territory of the country of reference. incoming tourism is a valuable source of income for the country and the local economy, because they do not just spend money for the hotels and attraction, but also the benefit from the spending power of tourists to community. money spreads out to benefit all sorts of local people. 14 journal the winners, vol. 12 no. 1, maret 2011: 11-23 outbound tourism. outbound or outgoing tourism is the tourism of resident visitors outside the economic territory of the country of reference. as the opposite of inbound tourism, the outgoing tourism becomes a threat of one’s country balance of payment. it is a leakage source of income for the country and the local economy, because they spend money for the meals and transportation to other nations. tourist motivation motivation is a sum of behaviour process to achieve particular goals. motivation derives from an attempt to fulfil needs on certain level of intensity. if someone has personal desire and he or she aware that his or her desire should be accomplished; there will be an inner force to act. motivation emerges from expectation and it can be attained by efforts. every tourist has travel motives. swarbrooke & horner (1999) identified five main factors differentiate travel motivation: personality, lifestyle, past experience, perception, and image. personality it is a complex of all the attributes, consists of behavioural, temperamental, emotional and mental, that characterize a unique individual. it is a person of considerable prominence, is he an active or passive tourist? is she an adventurer or careful person? is he an open-minded or a close-minded? is she a planner or a go-show tourist? lifestyle lifestyle is a manner of living that reflects the person's values and attitudes. there are individuals who always want to experience differently from other people. there are individuals want to travel to fashionable destination. there is environmental friendly tourist. there are tourists who travelling to search novelty. there are people to want to meet other people, or having fun, or contemplate his or herself. past experience most of tourist paid attention to past experience and it forebode the next travel planning. the positive past experience may bring people to repeat the trip, on the other hand, the previous negative incident may lead to unrepeated journey or even tourist will try to avoid the risk. perception it is a way of tourist in conceiving something from the surrounding information. perception in tourist mind describes the process whereby sensory stimulation is translated into organized experience. perception is the effect of perceiving the promotional material from the tourism industry such as advertisement, tour package brochure, friend’s recommendation, etc. perception emerge the strength and the weakness of tourist motivation, the physical and the psychological set of tourist to travel. image it is a representation of a something. it explains how a tourist wants to be seen and treated by others. image is closely related with expectation. positive image may drive tourist to visit the destination, on contrary, negative image may drive tourist away from destination. all above factors transform lined up with individual changes and trends, for example, if a woman has a family or meet her soul mate, or if there is a raise in income or a declining heath, the behaviour as tourist will change. indonesian tourists’..... (ismayanti; dkk) 15 conscious and unconscious motives of travel tourist motivation is a translation of tourist needs and wants. the feeling of dissatisfaction is the starting point and it comes from conscious and unconscious reasons. lack of something forces a person to act and the action should aim to reach a particular expectation. if the expectation is met, the feeling of satisfaction comes to mind; the process of motivation is done but keep on cycling. human never feel fully satisfied and they keep on searching for unlimited expectation. the dissatisfaction feeling is taken place by intrinsic and extrinsic motivation (kotler, 2006). the intrinsic motivation comes from inside tourist’s mind. it is the action which is essential and specific to that thing, and which is wholly independent of any other consequence. often the intrinsic factors unconsciously push someone to do his or her activities beyond his or her ability. some tourist prefers activities with the reasons for it are not available in the individual's conscious mind such as diving with dangerous sharks, bungee jumping without safe guard. meanwhile the extrinsic motivation comes from outside environment. it provides satisfaction and pleasure that the task itself may not provide. the extrinsic motivation such as destination campaign is intentionally created by operator to activates and energizes tourist toward his or hers goal-oriented behaviour in travelling. it is consciously produced to motivate tourists. the conscious and unconscious motivation can also fit to hierarchy of need (cooper et.al., 2005; ritchie & goeldner, 2003; swarbrooke & horner, 1999; mill, 1992; ross, 1990). the basic assumptions of theory are: (1) human always has need which derives from dissatisfaction of past achievement; (2) the human needs can be compiled and arranged based of the hierarchy of importance. there are five stages of human needs which can be related to conscious and unconscious travel motives. motivation allows tourist to make travel decision and the motives may be comprised from elements such as (1) tourism is the response of unfulfilled desire; (2) destination attraction is the reaction of the motivation; (3) motivation is a fantasy and a dream; (4) motivation always has purposes which end to satisfaction and dissatisfaction; (5) motivation and experiences are in separated; (6) motivation has its own meaning to every tourist.those elements come from two strong determinants (cooper, 2005), push factors and pull factors. the inner drives as push factors derive from psychological aspects or self-centred. often it is unconscious motive. on contrary, the outer direct as pull factors explain why people travelling. the reasons can be varied such as novelty, exploration, social interaction, etc and mostly are conscious motive. methodology as the research purpose is to reveal the main motives of travelling: inner intention as the unconscious motives and outer magnet as the conscious motives of indonesian tourist, the framework of research is drawn in figure 1. figure 1 the framework of conscious and unconscious motives of tourists’ preferences 16 journal the winners, vol. 12 no. 1, maret 2011: 11-23 the variables of inner intention as unconscious motives (cooper, 2005; ritchie & goeldner, 2003; ryan, 1997; kotler, 2006) are as follows: (1) desire, there are psychological and physiological reasons that motivate people to travel, there are seven instinctive reasons to get away; (2) willingness, an opportunity to fulfil the desire, consists of: availability of leisure time and sufficient travel financial. whilst, the variables of outer magnet as conscious motives (cooper, 2005; gunn, 1995; page, 2007; ritchie & goeldner, 2003; ryan, 1997) are (1) attractions and activities such as naturebased, culture-based andspecial interest; (2) accessibilities such as the ease of transportation trip and distance; (3) amenities such as sophisticated facilities and well-equipped infrastructures. all endogenous and exogenous variables can be seen in table 2. table 2 research operational variables motives exogenous variables endogenous variables inner intention as unconscious motives desire 1. excitement 2. exploration 3. health 4. prestige 5. religious 6. self-improvement 7. social interaction willingness 8. leisure time 9. travel financial outer magnet as conscious motives attractions & activities 1. nature-based 2. culture-based 3. man-made accessibilities 4. ease of transportation 5. trip intensity 6. distance amenities 7. sophisticated facilities 8. well-equipped infrastructures data and methods data and information are collected and compiled from two sources: primary data and secondary data. primary data is composed from field survey using closed questionnaires, conducted in two cities, jakarta and bandung, in certain meeting point such as airports, train stations, hotels and tourist objects. secondary data is the accumulation of information in form of statistical data, directory of tourist objects and amenities, and library research. the samples are the indonesia citizen who has been travelling abroad at least once in a life time for the purpose of leisure. random sampling methods have been used to obtain 331 respondents during school holidays (june and december 2008) and during off-peak seasons (march and september 2008). the instruments were translated into indonesian language or bahasa. the respondents were asked to give their agreement or disagreement from 32 statements regarding conscious and unconscious motive (see table 2) on a five-point scale (totally disagree, disagree, no comment, agree, and totally agree). they were not requiringverbalizing their comments or expressing their feeling with the interviewer. the 32 statements were adopted from previous motivation theory (page, 2007; kotler, 2006; cooper et.al, 2005; ritchie and goeldner, 2003; ryan, 1997; gunn, 1995). the research tool used is structural equation modelling (or sem) based on amos 7.0. it is required to have n > 100 respondents (garson, 2008). therefore, the total samples of this research are met with the sem requirement. there are five steps in sem: (1) defining individual construct and developing the overall measurement model (path diagram); (2) design the study to produce empirical result. value of an observed endogenous should be 1 and all value of unobserved exogenous variable is one; (3) assessing indonesian tourists’..... (ismayanti; dkk) 17 the measurement model validity using confirmatory factor analysis (cfa); (4) specifying the structural model; (5) examine the structural model validity using the criteria of goodness-of-fit (gof) indices (table 3). table 3 the criteria of goodness-of-fit (gof) measurement parameter absolute fit chi-square lower is better. df positive and in between the range. gfi value of 0 to 1, higher is better. gfi ≥ 0,90 is good fit; 0,80 0,90 is marginal fit. rmr rmr ≤ 0,05 is good fit. rmsea rmsea ≤ 0,08 is good fit. ecvi ecvi value of default model should be closed to ecvi value of saturated model. incremental fit tli/nnfi value of 0 to 1, higher is better. tli ≥ 0,90 is good fit; 0,80 0,90 is marginal fit. nfi value of 0 to 1, higher is better. nfi ≥ 0,90 is good fit; 0,80 0,90 is marginal fit. agfi value of 0 to 1, higher is better. agfi ≥ 0,90 is good fit; 0,80 0,90 is marginal fit. rfi value of 0 to 1, higher is better. rfi ≥ 0,90 is good fit; 0,80 0,90 is marginal fit. ifi value of 0 to 1, higher is better. ifi ≥ 0,90 is good fit; 0,80 0,90 is marginal fit. cfi value of 0 to 1, higher is better. cfi ≥ 0,90 is good fit; 0,80 0,90 is marginal fit. parsimonious fit pgfi positive value means economical fit. pgfi value of default model should be higher than pgfi value of saturated model. pnfi positive value means economical fit. pnfi value of default model should be higher than pnfi value of saturated model. aic positive value means economical fit. aic value of default model should be closed to aic value of saturated model. caic positive value means economical fit. caic value of default model should be closed to caic value of saturated model. source: ferdinand (2005:282) discussion findings respondents profile fifty-three percent (53%) of respondents were women and 47 percents were men. recently women traveller increase significantly worldwide and unwto predicts that number of women traveller will exceed men traveller since they become more independent and able to make their own decision. in indonesia the proportion between women traveller and men traveller is 3 to 2. the purposes of visit were mostly recreation (45 percents) and visiting friends and relatives (26 percent). 10 percent for business related purposes. the rest of the purpose of visit areeducation,sport and health. twenty-eight percent (28%) respondents used cars as the mode of transportation, 26 percent of respondent are travelled by bus, 22 percent are travelled by plane, 15 percent by train and the rest were used other mode of transportation such as motorcycle and ship. cars were preferable since it is flexible and reach the out-reach destination. 18 journal the winners, vol. 12 no. 1, maret 2011: 11-23 fifty percent (50%) of respondents were on vacation with family and friends. family tourism is suitable with indonesian tourist as it is a type of tourism where accommodation, meals, recreational activities and prices are specially adapted to suit the needs and comfort of families with children. forty percent (40%) of respondents stayed for 5 to 7 days and 34 percent of respondents are weekender. length of stay is the key indicator of a successful tourism industry. the greater the length of stay, the greater the tourist will spend. the length of stay of respondents are varied but mostly were not more than a week. the decree of designating public holiday and collective leave can extend the duration. the average of length of stay is compatible with the average stay of 1 to 7 days based on indonesian statistical data. the influence of unconscious motives to conscious motives in indonesian tourist preferences the influence of unconsicous motives toconscious motives in indonesian tourist’s preferences was drawn in the default model a (see figure 2). ,09 desire excitement ,41 b1 1,00 1 exploration ,28 b2 1,51 1 health ,43 b3 ,95 1 prestige ,39 b4 1,34 religious ,64 b5 1,76 1 improvement ,34 b6 1,38 1 interaction ,41 b7 ,86 1 ,12 willingness time ,51 m2 1,00 1 financial ,58 m1 ,61 1 conscious amenities ,23 p3 1,00 1 accessibilities ,12 p2 ,711 attraction ,10 p1 ,64 1 ,72 1,38 1 source: data collection (2010) figure 2 default model a: the effect of unconscious motives (unobserved) to conscious motives in tourist preferences indonesian tourists’..... (ismayanti; dkk) 19 the result was examined by gof and it indicated mostly good (see table 4). table 4 gof of default model a and default model b measurement default model a analysis default model b analysis absolut fit chi-square 451,3 good 261 good df 53 good 30 good gfi 0,826 good 0,87 good rmr 0,089 good 0,05 good rmsea 0,15 bad 0,152 bad ecvi 1,51(saturated model = 0,47) good 0,937 (saturated model = 0,331) good incremental fit tli/nnfi 0,58 good 0,758 good nfi 0,63 good 0,824 good agfi 0,75 good 0,762 good rfi 0,55 good 0,735 good ifi 0,66 good 0,841 good cfi 0,66 good 0,839 good parsimonious fit pgfi 0,56 good 0,475 good pnfi 0,51 good 0,549 good aic 501,3 (saturated = 156,0) good 311 (saturated = 110.0) good caic 621,5 (saturated = 531,0) good 431,2 (saturated = 374,4) good cn 333 good 333 good source: data collection (2010) the findings as shown in table 5 were: table 5 the effect of unobserved unconscious motive to conscious motive square multiple correlation correlation total effect conscious <--desire 0,828 0,910 0,723 conscious <--willingness 0,172 0,415 1,379 excitement <--desire 0,185 0,430 1,000 exploration <--desire 0,434 0,659 1,512 health <--desire 0,164 0,404 0,950 prestige <--desire 0,302 0,549 1,338 religious <--desire 0,310 0,557 1,760 improvement <--desire 0,341 0,584 1,383 interaction <--desire 0,143 0,379 0,858 time <--willingness 0,195 0,441 1,000 financial <--willingness 0,074 0,272 0,611 amenities <--conscious 0,555 0,745 1,000 accessibilities <--conscious 0,546 0,739 0,712 attraction <--conscious 0,543 0,737 0,639 source: data collection (2010) it was estimated that the desires contributed 82,8 percents of its variance to conscious motive and 17,2 percent of the variance were influenced by other factors. whereas willingness explain 17,2 percents of its variance to conscious motive and 82,8 percent of the variance were induced by factors other than willingness. desire plays a role in unconscious motive more than willingness. both desire and willingness had positive correlation. an estimate of the correlation between conscious and desirewas 0,910 and the correlation between conscious and willingnesswas 0,415. it means that desire connected closer to conscious rather than willingness. the total (direct and indirect) effect of willingness on conscious was 1,379. that was, due to both direct (unmediated) and indirect (mediated) effects of willingness on conscious, when willingness went up by 1, conscious went up by 1,379. the total (direct and indirect) effect of desire on consciouswas 0,723. that is, due to both direct (unmediated) and indirect (mediated) effects of desire on conscious, when desire increased by 1, conscious increased by 0,723. 20 journal the winners, vol. 12 no. 1, maret 2011: 11-23 desire consists of seven’s hidden elements (endogenous variables). among all, there are two elements play major part in shaping desire as unconscious motive, religious and exploration. it was estimated that the predictors of religious contributed 31 percent of its variance to desire. in other words, the other factors were approximately 69 percent. meanwhile, exploration explained 43,4 percent of its variance to desire and approximately 56,6 percent of the variance induced by other factors. both religious and exploration had positive correlation with desire. it was estimated that 0,557 was the correlation between religious and desire and 0,659, was an estimate of the correlation between exploration and desire. the total (direct and indirect) effect of desire on religious was 1,760. that was, due to both direct (unmediated) and indirect (mediated) effects of desire on religious, when desire raise by 1, religious raise by 1,76. the total (direct and indirect) effect of desire on exploration is 1,512. that was, due to both direct (unmediated) and an indirect (mediated) effect of desire on exploration, when desire went up by 1, exploration went up by 1,512. it was estimated that time explained 19,5 percent of its variance to willingness and other factors contributed approximately 80,5 percent. financial donated only 7,4 percent of its variance to willingness whilst approximately 92,6 percent caused by other factors. neither time nor financial gave significant contribution to willingness as unconscious motive. the correlation between time and willingness was 0,441 and 0,272 was an estimate of the correlation between financial and willingness. it means that tourist considered time as the essential in his or her preference. the impact of conscious motives to unconscious motive in indonesian tourist preferences conversely, the impact of conscious motive to unconscious motive in tourist’s preferences was drawn in the default model b (see figure 3). ,20 attraction nature ,26 a1 1,00 1 culture ,15 a2 1,34 1 man ,39 a3 ,31 1 ,08 accessibilities ease ,29 ak1 1,00 1 intensity1,16 distance ,05 ak3 2,34 1 ,35 amenities equiped ,20 am2 1,00 1 sophisticated ,14 am1 1,31 1 unconscious ,58 ,34 ,08 willingness ,23 d2 1,001 desire ,13 d1 ,76 1 ,43 ak2 1 ,09 ,15 ,17 figure 3 default model b: the impact of conscious motives (unobserved) to unconscious motives in tourist preferences indonesian tourists’..... (ismayanti; dkk) 21 the model was examined by gof and the result are mostly fit with the criteria (see table 4). meaning, the default model can be accepted. table 6 the impact of unobserved conscious motive to unconscious motive square multiple correlation correlation total effect unconscious <--attraction activities 0,921 0,960 0,584 unconscious <--accessibilities 0,755 0,849 0,340 unconscious <--amenities 0,635 0,797 0,080 nature-based <--attraction activities 0,436 0,660 1,000 culture-based <--attraction activities 0,701 0,837 1,341 man-made <--attraction activities 0,046 0,214 0,307 ease of transportation <--accessibilities 0,218 0,466 1,000 trip intensity <--accessibilities 0,202 0,499 1,158 distance <--accessibilities 0,892 0,944 2,336 well-equipped <--amenities 0,638 0,799 1,000 sophisticated <--amenities 0,815 0,903 1,313 attraction and activities contributedthe most to unconscious motives. it was estimated that 92,1 percent of attraction and activities’ variance was donated to unconscious motives, and 7,9 percents of the variance is donated by other factor. 0,960 was an estimate of the correlation between unconscious and attractions activities, which means that there was a positive connection. the total (direct and indirect) effect of attraction on unconscious motives was 0,584. that was, due to both direct and indirect effect of attraction on unconscious motives, when attraction increased by 1, unconscious increased by 0,584. unconscious motive was also induced by accessibilities. it was estimated that the predictors of accessibilities explained 75,5 percents of its variance and it is approximately 24,5 percent of other factors. the correlation between unconscious and accessibilities was estimated 0,849. in other words, there was a positive relation between these two.the total (unmediated and mediated) effect of accessibilities on unconsciouswas0,340. that was, due to both unmediated and mediated effects of accessibilities on unconscious, when accessibilities raised by 1, unconscious raised by 0,34. the amenities contributed 63,5 percents of its variance to tourist’s unconscious motives and the other factors was approximately 36,5 percents. thus, it can be said that the impact of amenities in tourist’s unconscious motives was 63,5 percents. 0,797 was an estimate of the correlation between unconscious and amenities. meaning, the relation between unconscious and amenities was positive. the total (direct and indirect) effect of amenities on unconscious was 0,080. that was, due to both direct (unmediated) and indirect (mediated) effects of amenities on unconscious, when amenities went up by 1, unconscious went up by 0,08. attractions and activities consisted of three hidden elements: nature-based, culture-based and man-made based. among these three, culture-basedgave the biggest contribution to attractions and activities variable. culture-based gave 70,1 percentsto attractions and activities, the other factor was approximately 29,9 percents. meaning, indonesian tourist’s preferences wasunconsciously motivated the most by culture-based attractions and activities. 0,837 was an estimate of the correlation between culture and attractions. the total (direct and indirect) effect of attraction on culturewas 1,341. that was, due to both direct (unmediated) and indirect (mediated) effects of attraction on culture, when attractionincreased by 1, cultureincreased by 1,341. 22 journal the winners, vol. 12 no. 1, maret 2011: 11-23 accessibilities comprised of three unobserved variables: ease of transportation, trip intensity and distance. among those, distance was the highest contribution to accessibilities. it was estimated that the predictors of distance explained 89,2 percent of its variance whilst 10,8 percent from other factors. in other words, indonesians intentionally consider distance as their preference. the total (direct and indirect) effect of accessibilities on distance was 2,336. meaning, due to both direct (unmediated) and indirect (mediated) effects of accessibilities on distance, when accessibilities went up by 1, distance went up by 2,336.an estimate of the correlation between distance and amenities was 0,944 meaning there was a positive relationship. amenities contained two unseen variables: sophisticated facilities and well-equipped facilities. among those two variables, sophiscated facilities was the most contributed to amenities. it was estimated that the predictors of sophisticated facilities explained 81,5 percent of its variance and 18,5 percent was other factors. it meant that indonesian overlook sophisticated facilities as their conscious motives. the correlation between sophisticated facilities and amenities was 0.903. meaning, there was a positive link between sophisticated facilities and amenities. the total effect of amenities on sophisticatedfacilities was 1,313. in the other words, when amenitiesincreased by 1, sophisticatedfacilities increased by 1,313. conclusion this research exploredtwo motives of travelling: inner intention as the unconscious motives and outer magnet as the conscious motives that influence indonesian tourist preferences. inner intentions derived from tourist itself and pushed his or her to travel. outer magnet was created by destination and attracted the customers. from 331 respondents in jakarta (capital city) and bandung as tourist generating regions in indonesia showed that there was partial element of inner intention that encouraged indonesian to travel: religiousness and leisure time. both were hidden variables of unconscious motive. each variable (religious and leisure time) independently brought direct and indirect impact to unconscious motive. most of tourist was unaware that their preferences were affected by religiousness and time. in the other hand, there were collective elements of outer magnet that attracted indonesian tourist: cultural attractions and activities, distances, and sophisticated amenities. all those are unobserved variable of conscious motive and jointly gave impacts (directly and indirectly) to conscious motive. when indonesian tourists want to make a travel decision, cultural attractions and activities, distances and sophisticated facilities will affect the preferences. those findings can be used as basic consideration in creating a tour package targeted indonesia tourists. the tour operator should deliberate the unconscious motive (desire and willingness separately) and the conscious motives (attractions activities, accessibilities and amenities at once). in every holiday package offered to indonesian, religious aspect is in main attention. for instance, the itinerary includes religious services, the meals prepare based on religious approach. halal label is important. any attractions and activities relating with culture and combine with religious issue catch the attention of indonesia tourist or cultural religious festive such as, celebration of prophet muhammad, cremation of hindus. packages are offered in appropriate travel season (time). tour operator must aware of public holiday and collective leave in calendar every year. high season in indonesia is june-july (school holiday) and celebration after fasting month (idul fitri). package in destination with sophisticated facilities and moderate travel distance will be the advantages. indonesian tourists prefer short-haul and a stylish fashionable resort. they want to buy all-in-one stop package tour to an integrated destination. indonesian tourists’..... 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(1999). consumer behaviour in tourism. oxford: butterworthheinemann. microsoft word 05 purwanto-edit_setting 154 journal the winners, vol. 12 no. 2, september 2011: 154-179 strategi bersaing untuk mengoptimalkan kapasitas produksi: studi kasus pada pt. jaya indah casting, bekasi purwanto jurusan manajemen, fakultas ekonomi, president university jl. ki hajar dewantara, kota jababeka cikarang baru, bekasi pur71wanto@yahoo.com abstract every company has to be able to adapt with the environment in order to survive in the middle of the condition as mentioned. therefore, the management is supposed to manage their organization in a good manner and more professional to plan and control the company’s activities. pt. jaya indah casting as a multinational company is selected as a study case for a research that aims to analyze the external and internal business environment; identify and evaluate business strategic implemented; find the future alternative strategic to be implemented by the company. the external business environment is analyzed by common business environment (economic, political, ecology and technology), porter’s competitive forces, driving forces and key success factors. the internal business environment will be analyzed by swot method, organization structure, financial reports, process mapping, contingency plan and benchmarking, which altogether will be combined to formulate business strategic for the future. results show that to survive the development and win the competition, pt. jaya indah casting should implement growing strategic, operational strategic (new field and new product, new customer, quality and customer satisfaction), location and machine/tools maintenance. keywords: competition, casting business, porter’s competitive forces, operational strategic abstrak setiap perusahaan sudah seharusnya dapat menyesuaikan diri dengan lingkungan agar dapat survive di tengah persaingan. untuk itu, manajemen dituntut untuk mengelola organisasinya secara baik dan lebih profesional di dalam mengendalikan kegiatan perusahaan. pt. jaya indah casting sebagai perusahaan multinasional dipilih sebagai studi kasus penelitian dengan tujuan menganalisis lingkungan bisnis eksternal dan internal, mengidentifikasi dan mengevaluasi strategi bisnis yang sudah diimplementasikan dan menemukan alternatif strategi di masa depan yang dapat diimplementasikan perusahaan tersebut. lingkungan bisnis eksternal dianalisis dengan lingkungan bisnis bersama (ekonomi, politik, ekologi dan teknologi), kekuatan persaingan porter, kekuatan pemicu dan faktor kunci keberhasilan. lingkungan bisnis internal dianalisis dengan metode swot, struktur organisasi, laporan keuangan, pemetaan proses, rencana kemungkinan dan benchmarking, yang secara bersama-sama akan dikombinasikan untuk memformulasikan strategi bisnis di masa mendatang. hasil penelitian menunjukkan bahwa untuk mempertahankan perkembangan dan memenangkan persaingan, pt. jaya indah casting seharusnya mengimplementasikan strategi pertumbuhan, strategi operasional (bidang baru and produk baru, customer baru, kualitas dan kepuasan pelanggan), lokasi dan perawatan mesin/alat-alat. kata kunci: persaingan, bisnis pengecoran logam, kekuatan persaingan porter, strategi operasional strategi bersaing..... (purwanto) 155 pendahuluan latar belakang perkembangan bisnis di era globalisasi saat ini mengakibatkan kompetisi antar perusahaan semakin hebat. tantangan yang dihadapi setiap perusahaan terus bertambah dan kompleks seiring tuntutan dari dalam maupun luar. pt. jaya indah casting (sanyo group companies), salah satu perusahaan multinasional yang didirikan tahun 1995 yang bergerak di bidang pengecoran logam (casting/foundry) dengan hasil produksi komponen kompresor kulkas (refrigerator), penyejuk atau pendingin udara (air conditioner), dan pompa air (water pump) berusaha mengikuti perubahan agar tidak tenggelam dalam persaingan. kondisi tersebut mengharuskan pihak manajemen mengelola organisasinya secara lebih baik dan profesional agar perusahaan tetap survive dan tujuan perusahaan yang telah ditetapkan dapat tercapai secara efektif dan efisien. pasar (market) atau pelanggan (customer) tetap pt. jaya indah casting (jic) sejak berdiri sampai sekarang adalah pt. sanyo compressor indonesia (scom) dan pt. sanyo industries indonesia (sil) yang pada tanggal 1 agustus 2005 telah bergabung (merger) atas persetujuan dari menteri hukum dan hak asasi manusia republik indonesia no. c-21141 ht.01.04.th.05 menjadi pt. sanyo indonesia. pelanggan lain dengan permintaan tidak rutin dan jumlahnya tidak banyak adalah pt. komoda indonesia, pt. koyama casting indonesia serta ekspor ke sanyo electric co., ltd., jepang dan mabe sanyo compressor (msc), meksiko. menurut perhitungan dan spesifikasi peralatan terpasang, perusahaan sebenarnya memiliki kapasitas menghasilkan produk casting sebesar 500 ton/bulan untuk memenuhi kebutuhan pelanggan. kenyataan menunjukkan bahwa permintaan belum sesuai angka yang diharapkan, akibatnya sumber daya yang ada tidak dapat difungsikan secara maksimal. listrik, air, mesin dan peralatan lain yang sudah diinvestasikan kurang memberikan manfaat. jumlah produksi di tahun 2004 rata-rata 438 ton/bulan (departemen production planning and shipping control (ppsc) pt. jic). pada tahun 2005 angka ini tidak dapat dipertahankan dan cenderung turun. besarnya kapasitas yang tidak digunakan (idle capacity) akan mengurangi keuntungan dan dapat mengganggu keberlangsungan dan masa depan perusahaan. selain itu, bertambahnya biaya operasional setiap tahun dan menurunnya harga produk casting komponen kompresor dan pompa air di pasar akan sangat mempengaruhi keuangan perusahaan. perkembangan harga jual produk selama enam tahun terakhir disajikan pada grafik berikut (gambar 1): 0.7690.7690.8790.9620.97 1.095 0 0.5 1 1.5 2000 2001 2002 2003 2004 2005 tahun h ar ga (u s) sumber: departemen ppsc pt. jic gambar 1. grafik harga produk casting kompresor per 1 kg (us $). munculnya beberapa merek produsen komponen kompresor baik domestik seperti hitachi dan panasonic maupun membanjirnya komponen cina di pasar membuat manajemen pt. sanyo indonesia mengeluarkan beberapa kebijakan (policy) yang salah satunya adalah menurunkan harga 156 journal the winners, vol. 12 no. 2, september 2011: 154-179 jual. kebijakan tersebut tentunya berpengaruh terhadap harga jual komponen casting pt. jaya indah casting yang juga harus bersedia menurunkan harga. akibatnya manajemen terus berupaya keras melakukan efisiensi di semua lini karena jumlah order yang tidak banyak. sebenarnya perusahaan masih memiliki peluang lain untuk meningkatkan volume produksinya apabila berani melakukan terobosan baru dengan menambah pasar (market size) atau mencari pasar baru (new market). mengutip pernyataan ketua kamar dagang dan industri bidang industri, teknologi dan kelautan, rachmat gobel, “kompresor merek sanyo untuk industri kulkas dan ac memiliki pasar di dalam negeri sangat besar dalam lima tahun ke depan” (kompas, 18 oktober 2005). peluang ini dapat menumbuhkan rasa optimis bagi manajemen pt. jaya indah casting sebagai pemasok komponen kompresor ke pt. sanyo indonesia. peningkatan kemampuan daya saing terhadap kompetitor lain yang memasok komponen ke pelanggan yang sama sudah menjadi keharusan. strategi memenangkan persaingan pun harus segera dipikirkan agar area market dapat bertambah sehingga volume produksi lebih maksimal. tujuan penelitian tujuan yang ingin dicapai dari penelitian adalah: (1) menyediakan informasi kebutuhan kulkas dan ac di indonesia dan peluang perusahaan casting untuk memasok produk-produknya sehingga manajemen dapat mengambil keputusan apakah bisnis yang dijalankan selama ini masih memiliki prospek menjanjikan atau tidak di tahun mendatang; (2) memberikan data tentang jumlah kebutuhan komponen casting kompresor pt. sanyo indonesia dan membandingkannya dengan banyaknya permintaan ke pt. jaya indah casting serta peluang untuk mendapatkan tambahan order; (3) mengidentifikasi para pesaing yang memasok produk sejenis dan melakukan pemantauan terhadap produk yang dihasilkan sebagai bahan evaluasi; (4) mengidentifikasi dan mengevaluasi sistem yang telah dijalankan di internal perusahaan dan dampak bagi pelanggan; (3) menghasilkan sistem dan metode yang lebih baik untuk direkomendasikan ke manajemen agar dapat bersaing dengan pemasok lain di pt. sanyo indonesia sehingga meningkatkan volume produksi. manfaat penelitian penelitian ini diharapkan dapat memberikan manfaat bagi pihak-pihak yang terkait diantaranya sebagai berikut: (1) bagi perusahaan, diharapkan penelitian ini dapat memberikan alternatif dalam rangka perbaikan dan penyempurnaan proses di internal untuk mengoptimalkan kapasitas produksi serta rencana strategi menghadapi pesaing; (2) bemberikan kesempatan besar bagi penulis untuk menambah dan memperluas pengetahuan dalam penyusunan strategi yang diterapkan di industri manufaktur; (3) bagi pihak lain, dapat meningkatkan pengetahuan serta wawasan dalam melihat peluang di pasar dan strategi yang akan dipakai perusahaan demi memenangkan persaingan. rumusan dan pembatasan masalah berdasarkan latar belakang di atas, permasalahan yang akan dibahas pada penelitian ini adalah “strategi bersaing pt. jaya indah casting untuk mengoptimalkan kapasitas produksi”. hal-hal yang akan dibahas dalam tulisan ini adalah strategi perusahaan untuk mendapatkan tambahan order di pt. sanyo indonesia sebagai target utama agar kapasitas produksi terpasang dapat dioptimalkan. penulis membatasi ruang lingkup perumusan pada penetrasi pasar di pt. sanyo indonesia karena jenis dan jumlah komponen kompresor yang dibutuhkan cukup banyak mengingat pt. jaya indah casting bukan satu-satunya pemasok produk casting di perusahaan itu; ada beberapa kompetitor lain dengan bidang bisnis sama menjalin kerja sama dengan customer. apabila produk yang selama ini diproduksi oleh pesaing dapat diambil alih, volume produksi dipastikan meningkat tajam. pertimbangan lain perusahaan tidak mengeluarkan cost lebih untuk investasi pola, alat-alat, uji coba dan sebagainya apabila tipe produk yang dibuat hampir sama. strategi bersaing..... (purwanto) 157 analisis permasalahan akan dibatasi dalam ruang lingkup sebagai berikut: (1) pemakaian data internal, antara lain: permintaan customer, harga jual produk casting kompresor, keuangan perusahaan, karyawan, permintaan pelanggan dan persentase no good (ng) diambil di atas tahun 2000; (2) data kompetitor akan diambil melalui pt. sanyo indonesia dan hanya kompetitor yang masih aktif di tahun 2005 ke atas; (3) data struktur organisasi, survey kepuasan pelanggan dan pelaksanaan perawatan peralatan utama yang dilakukan oleh pt. jaya indah casting menggunakan kondisi terakhir (awal tahun 2006). landasan teori manajemen strategis manajemen strategis merupakan kumpulan keputusan dan tindakan yang menghasilkan formulasi dan implementasi rencana, yang didesain untuk mencapai tujuan suatu perusahaan. karena manajemen strategis mencakup pengambilan keputusan jangka panjang, berorientasi masa yang akan datang dan rumit, serta memerlukan sumber-sumber daya yang diperlukan, partisipasi manajemen puncak menjadi penting. manajemen strategis adalah proses tiga deretan bertingkat yang meliputi perencanaan tingkat korporat, usaha dan fungsional, serta personil pendukung. pada tingkat yang lebih bawah, aktivitasaktivitas strategis ditunjukkan lebih khusus, sempit, jangka pendek, dan berorientasi tindakan dengan resiko yang lebih rendah, akan tetapi kesempatan yang lebih kecil untuk pengaruh yang dramatis. lingkungan eksternal (external environment) ada banyak faktor eksternal yang mempengaruhi pilihan arah dan tindakan suatu perusahaan dan akhirnya struktur organisasi serta proses internalnya. faktor-faktor ini yang dinamakan lingkungan eksternal, dapat dibagi menjadi sub-kategori yang saling berkaitan: faktor-faktor dalam lingkungan jauh (remote), faktor-faktor dalam lingkungan industri dan faktor-faktor dalam lingkungan operasional. secara bersama-sama, faktor-faktor ini merupakan landasan peluang dan ancaman yang dihadapi perusahaan dalam lingkungan bersaingnya. lingkungan jauh terdiri dari faktor-faktor yang bersumber dari luar, seperti: ekonomi, sosial, politik, teknologi dan faktor ekologi. faktor ekonomi berkaitan dengan sifat dan arah sistem ekonomi tempat suatu perusahaan beroperasi. baik di tingkat nasional maupun internasional, perusahaan harus mempertimbangkan ketersediaan kredit secara umum, tingkat penghasilan yang dapat dibelanjakan (disposable income), serta kecenderungan belanja masyarakat (propensity to spend). suku bunga primer, laju inflasi serta kecenderungan pertumbuhan pnb merupakan faktor-faktor ekonomi lain yang harus pula dipertimbangkan. faktor sosial yang mempengaruhi suatu perusahaan adalah kepercayaan, nilai, sikap, opini dan gaya hidup orang-orang di lingkungan eksternal perusahaan, yang berkembang dari pengaruh kultural, ekologi, demografi, agama, pendidikan dan etnik. faktor politik berkaitan dengan arah dan stabilitas yang menentukan parameter legal dan regulasi yang membatasi operasi perusahaan. kendala politik dikenakan atas perusahaan melalui keputusan tentang perdagangan yang adil, undangundang antitrust, program perpajakan, ketentuan upah minimum, kebijakan tentang polusi dan penetapan harga, batas administratif dan banyak lagi tindakan yang dimaksudkan untuk melindungi pekerja, konsumen, masyarakat umum dan lingkungan. faktor teknologi dapat mempunyai dampak segera dan dramatik atas lingkungan perusahaan. terobosan teknologi dapat membuka pasar dan produk baru yang canggih atau dapat juga mempersingkat usia fasilitas produksi. faktor ekologi dalam tahun 1990-an paling menonjol dalam lingkungan jauh seringkali adalah hubungan timbal balik antara bisnis dan ekologi. istilah ekologi mengacu pada hubungan antara manusia dan makhluk hidup lainnya dengan udara, tanah dan air yang mendukung kehidupan mereka. ancaman terhadap ekologi pendukung kehidupan kita yang utamanya disebabkan oleh kegiatan manusia dalam suatu masyarakat industrial biasanya dinamakan polusi. 158 journal the winners, vol. 12 no. 2, september 2011: 154-179 lingkungan industri (industry environment) buku dari guru besar harvard university, michael e. porter yang berjudul competitive strategy ‘strategi bersaing‘ mendorong konsep lingkungan industri ke permukaan pemikiran strategi dan perencanaan usaha. inti dari buku tersebut adalah porter menjelaskan lima kekuatan yang membentuk kompetisi dalam industri (competitive forces) (gambar 2), yaitu: (1) ancaman pendatang baru (the threat of new entrants); (2) daya tawar pelanggan (the bargaining power of customer); (3) daya tawar pemasok (the bargaining power of pemasok); (4) ancaman produk atau jasa substitusi (the threat of substitute products or services); (5) persaingan di antara kontestan yang ada (the jockeying among current contestants atau rivalry among existing firms). kerangka kerja porter yang didefinisi dengan baik membantu manajer strategis mengaitkan pengaruh dari faktor-faktor “remote“ terhadap akibat yang dihasilkan pada lingkungan operasi perusahan. untuk menyusun rancangan strategi menghadapi kekuatan-kekuatan ini dan tumbuh, suatu perusahaan harus memahami cara kerja kekuatan-kekuatan tersebut dalam industri dan pengaruh mereka terhadap perusahaan dalam situasi tertentu. intisari formulasi strategi adalah menanggulangi persaingan. tetapi sering sekali kita memandang persaingan terlalu sempit dan terlalu pesimistik. meskipun kadang-kadang para eksekutif mengatakan sebaliknya, persaingan yang tajam dalam suatu industri bukanlah hal yang kebetulan atau nasib buruk. tambahan lagi, dalam perjuangan untuk memperoleh bagian pasar (market share), persaingan tidak hanya terjadi di antara sesama peserta persaingan. persaingan dalam suatu industri berakar pada situasi ekonomi yang mendasarinya, dan kekuatan persaingan yang ada tidak hanya berupa peserta persaingan atau perusahaan yang sudah ada dalam industri tersebut. pelanggan (pembeli), pemasok, calon pendatang baru, dan produk substitusi (pengganti) semua merupakan “peserta persaingan” yang dapat penting atau aktif bergantung pada industrinya. gambar 2. lima kekuatan yang mempengaruhi persaingan industri (michael e. porter, 1985) persaingan di kalangan anggota industri persaingan diantara perusahaan yang sudah ada pembeli pemasok ancaman pendatang baru daya tawarmenawar pembeli daya tawarmenawar pemasok ancaman produk atau jasa substitusi pendatang baru substitusi strategi bersaing..... (purwanto) 159 kekuatan gabungan dari faktor-faktor ini menentukan potensi laba suatu industri. persaingan dalam industri dapat tajam seperti ban, kaleng logam dan baja, yang para anggotanya tidak menikmati roi tinggi, atau sedang-sedang saja seperti dalam industri jasa dan peralatan perminyakan, minuman ringan dan kebutuhan kamar mandi, yang para anggotanya masih berpeluang menikmati laba sangat tinggi. kekuatan pemicu (driving forces) perubahan industri dan kondisi persaingan menyebabkan kekuatan-kekuatan saling menarik atau menekan peserta industri untuk mengubah tindakan mereka. kekuatan pemicu mempunyai pengaruh paling besar dengan berbagai macam perubahan dalam struktur industri dan lingkungan persaingan. beberapa kekuatan pemicu berasal dari lingkungan makro perusahaan dan beberapa berasal dari dalam industri dan lingkungan persaingan (thompson and strickland iii, 2005). faktor kunci keberhasilan (key success factors) analisis industri termasuk mengidentifikasi faktor-faktor yang berkaitan dengan partisipasi yang berhasil dalam industri tertentu. penentu kunci keberhasilan dalam suatu industri dapat digunakan untuk mengidentifikasi kekuatan dan kelemahan internal suatu perusahaan. dengan meneliti pesaing industri, dan juga kebutuhan pelanggan, struktur industri vertikal, saluran distribusi, biaya, hambatan untuk masuk, ketersediaan substitusi dan pemasok, manajer strategi berusaha menentukan apakah kemampuan internal perusahaan sekarang menggambarkan kekuatan atau kelemahan dalam area bersaing yang baru (thompson and strickland iii, 2005). internal perusahaan formulasi suatu strategi yang efektif adalah berdasarkan suatu definisi yang jelas mengenai misi perusahaan, suatu nilai yang tepat dari lingkungan eksternal, dan suatu analisis internal yang mendalam dari perusahaan. paling sedikit ada 3 ramuan yang kritikal terhadap keberhasilan suatu strategi, yaitu: (1) strategi harus konsisten dengan kondisi dalam lingkungan kompetitif; (2) strategi harus menempatkan persyaratan yang realistis dari kemampuan internal perusahaan. dengan kata lain, pengejaran peluang pasar perusahaan harus berdasarkan tidak hanya pada eksistensi dari peluang demikian, akan tetapi juga pada kekuatan internal penting perusahaan; (3) strategi harus secara hatihati dilaksanakan. total customer satisfaction (tcs) meningkatnya tuntutan pelanggan, berkembangnya teknologi dan derasnya penyebaran informasi, makin terlindunginya pelanggan dengan undang-undang konsumen, ketatnya kompetisi di industri sejenis bahkan substitusinya, menyebabkan perusahaan suka atau tidak suka mulai banyak ingin tahu dan mempelajari lebih lanjut filosofi, prinsip, metode dan teknik pelayanan dan kepuasan pelanggan (customer service and satisfaction). berdasarkan pengamatan, cukup mengejutkan bahwa beberapa tahun terakhir ini justru banyak perusahaan manufaktur (pabrikan) yang mulai berkenalan secara in-deep dengan customer service. disadari kemudian bahwa dengan percepatan informasi dan teknologi, akan mudah menyamai suatu produk, baik barang maupun jasa dan akan sangat melelahkan ke depannya apabila perusahaan juga harus terus bertarung dalam hal harga (price). dengan menawarkan produk-produk yang akhirnya relatif basic (karena perusahaan lain juga menawarkan barang/jasa yang sama), senjata yang lain adalah pelayanan. pelayanan yang efektif harus didukung oleh tiga faktor kunci, yaitu: (1) product – nilai ekonomis dan features yang bermanfaat (beneficial) bagi pelanggan; (2) delivery system – standar operasi dan interaksi penyampaian produk pelanggan; (3) people – kompetensi, sikap dan penampilan serta kredibilitas para staf yang berinteraksi dengan pelanggan. 160 journal the winners, vol. 12 no. 2, september 2011: 154-179 total customer satisfaction (tcs) adalah sistem manajemen yang melibatkan setiap orang dalam organisasi untuk mencapai: solusi permasalahan pelanggan, kepuasan pelanggan baik luar maupun dalam, menyenangkan (delighting) pelanggan serta usaha yang tetap menguntungkan. adapun standar pelayanan (service) dapat dilakukan dengan metode smart (specific, measurable, achievable, relevant to customer, time bound). specific dapat dimaksudkan bahwa pelayanan kepada pelanggan harus jelas dan tepat. measurable berarti pelayanan kepada pelanggan dapat diukur besarnya jumlah dan sasaran. achievable berarti target yang ditetapkan cukup ketat tetapi masih memungkinkan dicapai. relevant to customer dapat diartikan bahwa pelayanan yang diberikan harus sesuai dengan pelanggan yang dimaksud. time bound berarti pelayanan ke pelanggan harus tepat waktu. servqual servqual merupakan kepanjangan dari service quality (parasuraman and berry), yaitu suatu model untuk mengetahui tingkat kepuasan pelanggan. servqual digunakan oleh banyak perusahaan di berbagai jenis industri dalam melakukan pengukuran terhadap pelayanan yang dilakukan. hasil pengukuran (secara eksternal dan internal) ini nantinya akan menentukan sudah seberapa baik performansi masing-masing bagian di perusahaan dalam memuaskan pelanggan eksternal dan internal masing-masing. kriteria pengukuran yang dilakukan terhadap efektivitas standar pelayanan yang diterapkan/dilakukan oleh para staf perusahaan adalah: (1) keandalan (reliability), yaitu kemampuan perusahaan memberikan pelayanan yang dijanjikan dengan segera dan akurat; (2) ketanggapan (responsiveness), yaitu keinginan para staf perusahaan membantu pelanggan dan memberikan pelayanan dengan tanggap/sigap; (3) jaminan (assurance), yaitu mencakup pengetahuan, kemampuan, dan sifat dapat dipercaya, sehingga bebas dari bahaya, resiko atau keragu-raguan yang dimiliki para staf perusahaan; (4) empati (emphaty), yaitu kemudahan dalam berhubungan/ berkomunikasi, perhatian pribadi dan memahami kebutuhan dari para staf perusahaan; (5) sarana/prasarana (tangibles) adalah tampilan dari fasilitas fisik, peralatan, karyawan dan materi/sarana lainnya di perusahaan. strategi lokasi keputusan lokasi sering bergantung kepada tipe bisnis. untuk keputusan lokasi industri, strategi yang digunakan biasanya adalah strategi untuk meminimalkan biaya. keputusan lokasi tidak sering dilakukan oleh perusahaan, biasanya karena permintaan telah melebihi kapasitas pabrik yang ada, atau karena adanya perubahan produktivitas tenaga kerja, valuta asing, biaya-biaya dan sikap masyarakat sekitar. reparasi, pemeliharaan dan penggantian kelancaran produksi dan operasi memerlukan dukungan reparasi, pemeliharaan dan penggantian terhadap aktiva tetap yang memadai. keterlambatan pemeliharaan dalam jangka pendek mungkin kelihatan dapat menghemat biaya tetapi dalam jangka panjang mengakibatkan aktiva tetap cepat rusak yang mengakibatkan pula biaya reparasi yang lebih besar dan mungkin harus cepat dilakukan penggantian. pemeliharaan preventif diperlukan secara layak untuk mencegah terjadinya kerusakan yang fatal. reparasi seringkali mengganggu kelancaran kegiatan produksi dan operasi tetapi keadaan ini tidak dapat ditunda atau dihindarkan karena aktiva tersebut jika tidak direparasi tidak dapat dipakai sesuai fungsinya. penggantian aktiva tetap untuk produksi dan operasi menyangkut dua masalah pokok, yaitu: kapan akan dilakukan penggantian dan memilih aktiva tetap pengganti. strategi bersaing..... (purwanto) 161 metode penelitian metode pengumpulan data studi pustaka studi kepustakaan dilakukan dengan cara mempelajari berbagai sumber pustaka seperti bukubuku teks, literatur, jurnal, surat kabar dan makalah yang terkait dengan masalah penelitian sebagai bahan yang akan digunakan dalam penulisan. studi lapangan pengumpulan data dilakukan melalui: (1) pengamatan dan wawancara (interview) terhadap para pejabat pengambil keputusan serta pelaksana di lapangan berupa gambaran atau uraian mengenai strategi yang diterapkan pt. jaya indah casting; (2) peninjauan dan pengamatan proses produksi di pt. sanyo indonesia untuk memastikan kualitas produk yang telah dikirim dan membandingkannya dengan produk pesaing; (3) pengajuan pertanyaan langsung kepada operator dan atasan di lapangan berbagai macam keluhan serta kekurangan agar dapat diperbaiki secepatnya. jenis data ada dua jenis data yang digunakan dalam pengumpulan data. pertama, data primer, yaitu data atau keterangan hasil pengamatan dan wawancara langsung maupun lewat telephone dengan narasumber serta pejabat pt. jaya indah casting, pt. sanyo indonesia atau perusahaan lain yang bidang usahanya sejenis sebagai pembanding tentang kondisi pasar, jumlah produksi dan kualitas produk. kedua adalah data sekunder. sumber data ini dapat digolongkan menjadi sumber informasi internal (organisasional) dan eksternal. sumber internal merupakan data yang berasal dari database pt. jaya indah casting baik yang berbentuk laporan jumlah produksi, kualitas produk, dokumen rapat tinjauan kontrak, catatan survei kepuasan pelanggan, struktur organisasi dan kebijakan perusahaan, laporan keuangan perusahaan dan catatan lainnya yang relevan. sedangkan data eksternal berasal dari badan pusat statistik (bps), electronic marketer club (emc), departemen perindustrian dan perdagangan (depperindag), gabungan pengusaha elektronik (gabel) dan pt. sanyo indonesia yang dianggap tidak rahasia bagi perusahaan. metode analisis data metode analisis yang digunakan dalam penelitian ini adalah deskriptif kualitatif, yaitu membandingkan teori-teori tentang strategis manajemen dengan praktek yang sedang diterapkan oleh perusahaan untuk menentukan sampai sejauh mana kesenjangan atau kelemahan dan kelebihan strategi perusahaan. apabila terjadi kelemahan atau kesenjangan akan diidentifikasi serta dicari penyebabnya kemudian diberikan pemecahan untuk perbaikan sistem dan prosedur penetapan strategi perusahaan yang diteliti. secara terinci, metode analisis dilakukan dijelaskan pada paragraph berikutnya. pertama, analisis customer expectation, yaitu: (1) analisis terhadap harapan pelanggan dan apa yang dilakukan oleh para pesaing di setiap segmen terkait dengan harapan pelanggan tersebut. adapun alat analisisnya berupa studi banding kompetitor (benchmarking), yaitu melihat apa yang dilakukan oleh perusahaan pesaing di bidang casting produk komponen kompresor (di setiap segmennya), sehingga kita dapat memperlakukan pelayanan kita relatif sama atau lebih sedikit, sekaligus menjaga dinamikanya; (2) analisis terhadap pengaruh lain yang dapat membentuk/mengubah harapan atau ekspektasi pelanggan di setiap segmen tersebut. adapun alat analisisnya berupa swot (strength, weakness, opportunity, threat) terhadap apa yang selama ini telah menjadi kekuatan dan kelemahan pt. jaya indah casting dalam pelayanan, serta melihat berbagai peluang untuk dapat memberikan yang lebih/berbeda di mata pelanggan, sekaligus ancaman datangnya pesaing baru atau pesaing lama dengan strategi baru. 162 journal the winners, vol. 12 no. 2, september 2011: 154-179 kedua, analisis process capability, yaitu: (1) analisis kapabilitas proses dan pemetaannya (process mapping) di perusahaan saat ini. alat analisis yang digunakan adalah process mapping, yaitu memahami urut-urutan proses inti serta keterkaitannya satu sama lain di dalam perusahaan sehingga dapat ditentukan sampai seberapa jauh suatu pelayanan dapat diberikan kepada pelanggan dan menghindari terjadinya over promised yang dapat berbuntut kepada ketidakpuasan pelanggan; (2) analisis fleksibilitas proses terkait dengan seberapa bebas/fleksibelnya mengubah/memperbaiki performansi proses yang telah ada tersebut. alat analisis yang digunakan adalah contingency plan (worstcase scenario), yaitu melihat kembali di lapangan apakah sistem, prosedur dan instruksi kerja yang ada dapat beradaptasi dengan perubahan serta memiliki fleksibilitas untuk hal/kejadian yang tidak terduga sebelumnya. apakah pada saat hal/kejadian tersebut muncul, terjadi penurunan standar pelayanan yang signifikan? hasil dan pembahasan analisis dan penilaian lingkungan (environment assessment) perusahaan multinasional seperti pt. jaya indah casting lebih rumit daripada perusahaan domestik karena harus menilai beberapa lingkungan secara bersamaan. sekumpulan faktor-faktor lingkungan eksternal, lingkungan industri, kekuatan pemicu dan faktor kunci keberhasilan mempengaruhi pemilihan arah dan tindakan suatu perusahaan, akhirnya berdampak pada struktur organisasi dan proses internalnya. akurasi analisis metode kuantitatif dan kualitatif dalam peramalan masih diperdebatkan dan kebanyakan riset masih memenangkan model kuantitatif, tetapi perbedaan hasil yang diperoleh kedua metode ini seringkali tipis saja. beberapa model analisis yang dipakai untuk meramal faktor-faktor di atas adalah: analisis swot secara keseluruhan analisis ini menyoroti peranan sentral bahwa identifikasi kekuatankekuatan dan kelemahan-kelemahan berperan dalam pencarian strategi yang efektif oleh perusahaan. peluang dan ancaman eksternal secara sistematis dibandingkan dengan kekuatan dan kelemahan internal dalam pendekatan yang terstruktur. walaupun analisis swot menyoroti peranan dari analisis internal dalam mengidentifikasi strategi-strategi yang sehat, analisis swot tidak menjelaskan bagaimana manajer mengidentifikasi kekuatan-kekuatan dan kelemahan-kelemahan internal. analisis internal analisis internal sebagai suatu proses yaitu menggambarkan profil perusahaan sebagai proses yang mempunyai beberapa langkah, antara lain: identifikasi dan penilaian faktor-faktor internal strategis serta membandingkan dengan faktor-faktor yang berhasil dalam industri. adapun alat-alat analisis yang digunakan adalah: (1) studi banding kompetitor (benchmarking), dipakai untuk menganalisis pendekatan pelanggan baru dan tantangan untuk meraih kualitas standar internasional; (2) process mapping, dipakai untuk menganalisis tantangan ke bidang baru dan produk baru, pemberian pelayanan kepuasan pelanggan dan lokasi;(3) contingency plan, dipakai untuk menganalisis tantangan untuk meraih kualitas standar internasional, pemberian pelayanan kepuasan pelanggan dan peralatan utama. analisis lingkungan eksternal ada beberapa faktor eksternal yang saling berinteraksi antara satu dengan lainnya sehingga mempengaruhi proses atau operasi keputusan strategi industri di bidang kulkas dan ac serta perusahaan pengecoran logam (casting) produk komponen kompresor selaku pemasok. analisis dan diagnosis lingkungan eksternal memberikan waktu kepada para penyusun strategi untuk mengantisipasi kesempatan-kesempatan dan merencanakan tanggapan atau reaksi terhadap lingkungan tersebut. strategi bersaing..... (purwanto) 163 faktor-faktor yang bersumber dari luar seperti: ekonomi, politik, ekologi dan teknologi biasanya tidak berhubungan dengan situasi operasional perusahaan. lingkungan ini memberikan kesempatan-kesempatan, ancaman-ancaman dan kendala bagi perusahaan, akan tetapi jarang suatu perusahaan tunggal mempunyai pengaruh timbal balik yang berarti. faktor ekonomi glueck menyatakan bahwa keadaan ekonomi pada saat sekarang dan dalam masa depan dapat mempengaruhi nasib baik dan strategi perusahaan. berbagai faktor ekonomi yang spesifik harus dianalisis perusahaan meliputi: tingkat siklus bisnis, trend inflasi atau deflasi harga barang dan jasa, kebijakan moneter, tarip bunga dan devaluasi atau revaluasi serta kebijakan perpajakan. setiap elemen faktor ekonomi tersebut dapat membantu atau merintangi pencapaian tujuan dan kesuksesan atau kegagalan perusahaan (supriyono, 1993, manajemen strategi dan kebijakan bisnis). permintaan produk elektronika di indonesia khususnya kulkas dan ac diproyeksikan akan terus meningkat dari tahun ke tahun. hal tersebut ditunjukkan pada perkembangan permintaan dari tahun 2000 sampai tahun 2005 berikut ini: tabel 1permintaan kulkas dan ac di indonesia tahun 2000 2005 jenis satuan 2000 2001 2002 2003 2004 2005 kulkas unit 768.000 953.270 1,5 juta 1,6 juta 1,944 juta 1,9 juta ac set 28.538 24.680 400.000 400.000 898.000 1 juta sumber: depperindag, gabel, emc dan bps (diolah) puncak permintaan tertinggi terjadi pada tahun 2004, sedangkan tahun 2005 jumlah permintaan masih tinggi tetapi jumlah order pada kuartal keempat cenderung turun karena laju inflasi yang tinggi sekitar 17,11% dan menyebabkan kelesuan ekonomi nasional serta berdampak langsung bagi perusahaan sehingga tingkat penjualan menurun. seperti yang diperkirakan banyak kalangan, isu kenaikan harga bahan bakar minyak (bbm) yang resmi diberlakukan pemerintah per 1 oktober 2005 begitu sangat dirasakan industri elektronik. berdasarkan data electronic marketer club (emc) penjualan sejumlah produk elektronik turun drastis terjadi sampai kuartal pertama tahun 2006 akibat melemahnya daya beli masyarakat. pada bulan januari 2006 menurun signifikan antara 6,2% sampai 25,1%, produk penyejuk udara (air conditioner) mencapai jumlah terbesar. bulan januari 2005 penjualan ac tercatat mencapai 55.784 unit, sedangkan pada bulan yang sama tahun 2006 merosot sampai 25,1% menjadi 41,784 unit. penjualan kulkas pada bulan januari 2006 sebanyak 118.970 unit atau menurun 12,2% dibandingkan bulan yang sama tahun 2005 sebesar 135.570 unit. kenaikan harga bbm telah mengakibatkan inflasi hingga dua digit yang menyebabkan tidak ada peningkatan pendapatan perusahaan bahkan sebaliknya mulai terjadi pemutusan hubungan kerja (phk). melemahnya daya beli masyarakat dan pergeseran perilaku konsumtif konsumen menjadi lebih berhemat dan memprioritaskan kebutuhan primer dibandingkan non primer merupakan salah satu penyebab menurunnya penjualan karena selama ini mayoritas pelaku usaha lebih memfokuskan pemasaran di dalam negeri dibandingkan ekspor. beberapa pelaku usaha memang telah mengubah strategi bisnisnya dengan meningkatkan ekspor. mengubah pasar merupakan langkah yang paling tepat untuk mengatasi kondisi tersebut namun sangat disayangkan jika potensi pasar elektronik lokal masih sangat besar tidak termanfaatkan dengan baik karena penetrasi produk masih sangat rendah. berdasarkan data gabungan pengusaha elektronik (gabel) kepemilikan kulkas di masyarakat masih berkisar 15% dan penyejuk ruangan (ac) sebesar 15% juga. melihat potensi pasar yang masih besar beberapa pabrikan seperti: sanyo, sharp, lg electronics indonesia, toshiba, panasonic dan samsung memutuskan untuk menjadikan indonesia sebagai basis produksi. 164 journal the winners, vol. 12 no. 2, september 2011: 154-179 industri pengecoran logam yang membuat komponen casting kompresor ac dan kulkas merek sanyo serta merek lainnya sangat merasakan dampaknya. salah satu upaya industri menggairahkan pasar domestik dan mendorong konsumen membelanjakan dananya adalah menurunkan harga. di tengah-tengah meningkatnya biaya produksi yang tinggi maka hal itu tentu menjadi sulit dilakukan. tarif listrik untuk konsumen bisnis dan industri secara rata-rata lebih tinggi dibandingkan dengan negara-negara tetangga begitu pula harga bahan baku yang semakin mahal. faktor politik faktor-faktor politik menentukan parameter legal dan regulasi yang membatasi operasi perusahaan pengecoran logam komponen kompresor kulkas dan ac. arah dan stabilitasnya menjadi pertimbangan penting dalam merumuskan strategi perusahaan. salah satu isu politik yang hangat pada masyarakat konsumen adalah perlindungan konsumen, ketenagakerjaan, perlindungan dan pelestarian lingkungan hidup serta peraturan-peraturan pemerintah. untuk meningkatkan perlindungan konsumen, mulai bulan juni 2004 pemerintah telah menerapkan standar nasional indonesia (sni) untuk lima produk, antara lain: mesin cuci, seterika listrik, pompa air, lemari es (kulkas) serta perangkat audio video. diakui penerapan tersebut belum maksimal terbukti sampai tahun 2006 masih banyak produk elektronik selundupan (illegal) dari cina dan sejumlah negara-negara asean. produk selundupan dijual dengan harga yang jauh lebih rendah dari harga produk dalam negeri. maraknya produk illegal menyebabkan pabrikan dalam negeri menurunkan produksinya. gabungan elektronik mendesak pemerintah segera menerapkan sni wajib untuk produk elektronik paling lambat tahun 2008 sebelum pasar bebas organisasi perdagangan dunia (wto) tahun 2010. undang-undang tenaga kerja dianggap oleh dunia usaha pada umumnya sangat berpihak kepada pekerja tidak segera diubah pemerintah. titik lemah materi undang-undang tersebut masih sering dipakai sebagai celah serikat pekerja dalam memenuhi tuntutan hak karyawan daripada melaksanakan kewajiban semestinya. ketentuan upah minimum yang harus dinaikkan setiap tahun merupakan beban tersendiri bagi perusahaan karena tidak diikuti peningkatan etos kerja beberapa karyawan. kelonggaran peraturan bagi buruh untuk mengajukan protes dan demonstrasi turut serta melengkapi hambatan kemajuan perusahaan. faktor ekologi ancaman terhadap ekologi yang utama disebabkan oleh kegiatan manusia dalam suatu masyarakat industrial biasa dinamakan polusi. sebagai penyebab utama polusi ekologis, bisnis sekarang memikul tanggung jawab untuk meniadakan hasil samping beracun dari proses manufaktur dan membersihkan kembali lingkungan yang telah tercemar. masalah utama yang dihadapi pt. sanyo indonesia adalah pemakaian freon (cfc r-22) yang terdapat dalam instalasi pendingin kompresor lemari es/kulkas dan ac termasuk bahan yang tidak ramah lingkungan. mengacu pada ’kyoto protokol’, chlorofluorocarbon (cfc) termasuk zat yang dapat merusak lapisan ozon yang harus dieliminasi dan diganti dengan zat kimia lainnya. tidak sedikit anggaran yang dikeluarkan perusahaan untuk melakukan penelitian agar memperoleh bahan pengganti. kesimpulan sementara didapatkan bahwa untuk mengganti freon harus mengubah instalasi kompresor. hal ini akan menjadi ancaman bisnis bagi pt. sanyo indonesia maupun pt. jaya indah casting dan pemasok lainnya. diperlukan cost yang tinggi dan waktu lama untuk merealisasikannya. salah satu solusi pemerintah yang cukup melegakan adalah diperbolehkannya penggunaan jenis freon ‘musi biru’ produksi pt. pertamina. menurut peraturan pemerintah no. 18 tahun 1999 tentang pengelolaan limbah bahan berbahaya dan beracun (b3), terak (slag) yang dihasilkan dari tungku peleburan (furnace) pengecoran logam termasuk bahan berbahaya. hasil uji laboratorium pt. sucofindo menunjukkan strategi bersaing..... (purwanto) 165 bahwa slag mengandung logam berat terutama as, cr, pb, ni, cd, th dan zn yang mencemari udara serta membahayakan kesehatan manusia. di pt. jaya indah casting penanganan limbah beracun ini membutuhkan kerja sama dengan pemerintah daerah (pemda) bekasi dan perusahaan rekanan agar dapat dipergunakan kembali (reuse). sampai saat ini baru sebatas dipakai sebagai pengeras jalan dan penimbun tanah berlobang oleh subkontraktor. faktor teknologi upaya menghindari keusangan dan mendorong inovasi, perusahaan casting produk komponen kompresor kulkas dan ac harus mewaspadai perubahan teknologi yang mempengaruhi industrinya. adaptasi teknologi yang kreatif dapat membuka kemungkinan terciptanya produk baru, penyemp urnaan produk yang sudah ada atau penyempurnaan dalam teknik produksi dan pemasaran. berbagai inovasi kompresor kulkas maupun ac produksi pt. hitachi dan pt. matsushita yang semakin maju mengharuskan pt. sanyo indonesia melakukan terobosan teknologi jika tidak ingin tertinggal. penyempurnaan produk dari tipe lama compressor quiet (cq) menjadi tipe baru compressor rotary (cr) dimaksudkan untuk memenangkan persaingan di pasar dan menambah usia kelangsungan hidup perusahaan. bagi pemasok komponen casting kompresor perubahan produk customer akan menambah cost untuk mengganti pola (pattern) baru serta uji coba (trial), sedangkan beberapa model lama mulai jarang digunakan. kenyataan menunjukkan bahwa tipe kompresor model baru (cr) lebih bisa bersaing dan banyak diminati konsumen di pasar domestik. keinginan pasar memiliki kulkas dan ac merek sanyo tipe baru lebih besar sejak tahun 2003 ke atas, sementara itu keinginan konsumen terhadap tipe lama semakin berkurang. perbandingan jumlah order antara tipe cq dan tipe cr ke pt. jaya indah casting selama lima tahun terakhir sebagai berikut (gambar 3): 1.649 1.698 1.850 1.953 1.726 1.091 1.658 2.799 2.647 2.494 0 500 1.000 1.500 2.000 2.500 3.000 2001 2002 2003 2004 2005 b er at (t on ) tipe cq tipe cr gambar 3. grafik perbandingan order tipe cq dan cr (sumber: pt. jaya indah casting) analisis lingkungan industri sifat dan derajat persaingan dalam suatu industri bergantung pada lima kekuatan atau faktor, yaitu: ancaman pendatang baru, ancaman produk pengganti atau substitusi (jika ada), daya tawarmenawar pembeli (pelanggan), daya tawar-menawar pemasok dan pertarungan di antara para anggota industri (peserta persaingan). tindakan untuk menyusun rancangan strategi menghadapi kekuatankekuatan yang tumbuh, suatu perusahaan harus memahami bagaimana cara kerja kekuatan-kekuatan tersebut dalam industri dan bagaimana pengaruh mereka terhadap perusahaan dalam situasi tertentu (thompson and strickland iii, 2005). 166 journal the winners, vol. 12 no. 2, september 2011: 154-179 ancaman pendatang baru komponen casting kompresor termasuk produk yang rumit dan membutuhkan keahlian di bidang pengecoran logam (foundry). perusahaan yang akan masuk di dalamnya harus memiliki skala ekonomis besar untuk berproduksi. penelitian terhadap beberapa produk vital dilakukan cukup panjang karena masing-masing memiliki standar berbeda. secara garis besar ada dua grade yang dipakai untuk memproduksi produk casting komponen kompresor merek sanyo, yaitu ferric carbon (fc) dan fc + chrome. investasi pola (pattern), biaya uji coba, training, research and development (randd) menjadi pertimbangan besarnya modal yang dibutuhkan. berdasarkan keterangan pimpinan pt. sanyo indonesia, pabrikan yang intensif melobi untuk mengambil pasar adalah perusahaan besar lokal dan luar negeri. pabrik foundry luar negeri lebih didominasi dari cina karena memiliki keunggulan biaya yang tidak dimiliki calon pendatang baru lainnya, antara lain: kemudahan akses sumber bahan baku dan harga yang murah. kebanyakan industri foundry nasional mendatangkan bahan baku dari cina. ancaman produk pengganti dengan menetapkan batas harga tertinggi (ceiling price), produk substitusi membatasi potensi suatu industri. jika industri tidak mampu meningkatkan kualitas produk atau mendiferensiasikannya, laba dan pertumbuhan industri dapat terancam. semakin atraktif saling tukar harga-kinerja yang dijanjikan produk substitusi, makin berat tekanan yang dialami potensi laba industri. di tengah-tengah maraknya merek di pasar dengan persaingan harga yang semakin ketat, industri machining dan perakitan (assembly) kulkas dan ac terus menekan harga casting untuk mempertahankan labanya. sesuai hasil pengamatan, pt. sanyo indonesia belum ada rencana menggunakan material pengganti karena perusahaan masih mendapat keuntungan dengan sistem sekarang. pembeli yang kuat posisi pembeli atau pelanggan akan kuat apabila membeli dalam jumlah besar dan mengingat komponen yang dibeli sangat penting dan biaya yang dikeluarkan tinggi maka pelanggan sangat selektif dalam memilih pemasok. pt. sanyo indonesia merupakan satu-satunya perusahaan penghasil kompresor kulkas dan penyejuk udara (ac) di indonesia memiliki pelanggan besar di wilayah domestik seperti: pt. sharp, pt. lg, pt. samsung dan lain-lain serta ekspor ke sanyo electric co., ltd., jepang. seiring perkembangan perusahaan dan kebutuhan konsumen, jumlah produksi yang dihasilkan semakin meningkat setiap tahun terbukti jumlah permintaan komponen casting ke pemasok semakin bertambah. fluktuasi kebutuhan komponen casting pt. sanyo indonesia dari tahun 2001– 2005 digambarkan pada grafik berikut ini (gambar 4): 0 100 200 300 400 500 600 700 2001 2002 2003 2004 2005 32 8. 08 39 8. 8 6 5 10 .0 9 58 5. 27 51 9. 13 b er at ( to n ) tahun 0 500,000 1,000,000 2001 2003 2005 6 11 ,0 81 73 9 ,3 2 7 95 0, 33 8 1 ,0 8 8, 98 9 9 63 ,9 55 ju m la h ( pc s) tahun gambar 4. grafik permintaan komponen casting pt. sanyo indonesia (sumber: pt. sanyo indonesia (diolah)). strategi bersaing..... (purwanto) 167 banyaknya perusahaan foundry baik domestik maupun luar negeri akan membuat persaingan semakin ketat untuk memperoleh order di perusahaan tersebut. sampai sekarang ketergantungan pt. jaya indah casting dibanding pemasok lain sangat tinggi karena kuantitas order di atas 60%, akibatnya harga dapat ditekan, tuntutan kualitas dan pelayanan lebih besar. permintaan pengurangan harga juga terjadi karena laba yang diterima rendah akibat kenaikan biaya produksi lainnya. pemasok yang kuat pemasok bahan baku scrap besi baja (steel scrap) dapat memanfaatkan kekuatan tawarmenawarnya atas para anggota industri pengecoran logam dengan menaikkan harga. meningkatnya permintaan scrap besi di pasar dalam negeri yang terjadi beberapa tahun terakhir ini, telah mendongkrak harga komoditas tersebut di pasaran. akibatnya sepanjang tahun 2002 sampai pertengahan tahun 2004 harga scrap di pasar dalam negeri cenderung terus meningkat. selama ini pasokan scrap besi baja di pasar dalam negeri berasal dari lokal dan produk impor. namun karena pasokan dari lokal sangat terbatas maka sebagian besar masih tergantung dari pasokan impor. dampaknya harga scrap di pasar lokal rawan sekali terhadap perubahan harga, khususnya disaat supply di pasar mengalami kelangkaan (lihat table 2). menurut badan pusat statistik, terbatasnya pasokan scrap dari dalam negeri menjadikan impor terus berlangsung bahkan dalam tahun 1996 hingga tahun 2002 secara keseluruhan impor terus meningkat. dalam periode tersebut penurunan impor hanya terjadi pada tahun 1998 dan 2002 saja (lihat tabel 2). tabel 2 perkembangan harga scrap di indonesia tahun 2002 – 2004 tahun / bulan harga (rp/kg) kenaikan (%) 2002 januari 1.050,00 2003 januari 1.250,00 19,0 september 1.350,00 8,0 oktober 1.450,00 7,4 nopember 1.550,00 6,9 desember 1.650,00 6,5 2004 januari 1.950,00 18,2 pebruari 1.950,00 0,0 sumber: indocommercial, april 2004 tabel 3perkembangan impor scrap indonesia tahun 1996 – 1999 tahun volume (ton) nilai (us$) tahun volume (ton) nilai (us$) 1996 788.479 132.726 2000 1.263.206 136.708 1997 869.725 137.685 2001 1.437.824 138.317 1998 399.933 57.887 2002 1.317.831 131.589 1999 690.561 70.928 2003*) 615.619 60.790 sumber: badan pusat statistik januari juni melihat potensi pasar scrap di pasar dalam negeri yang cukup besar, banyak pemasok luar negeri yang mencoba ikut memasarkan ke indonesia. pada tahun 2002 lalu misalnya, tidak kurang dari 31 pemasok ikut memasok scrap ke indonesia. lima negara diantaranya yang pasokannya paling besar adalah jepang, inggris, belanda, singapura dan jerman. persaingan di antara anggota industri persaingan di kalangan anggota industri pensuplai komponen casting kompresor karena berebut posisi dengan menggunakan taktik seperti persaingan harga, introduksi produk dan perang iklan. persaingan pemasok komponen merek sanyo berasal dari lokal maupun luar negeri. pemain lokal yang masih aktif sampai sekarang adalah pt. jaya indah casting dan pt. pakarti riken 168 journal the winners, vol. 12 no. 2, september 2011: 154-179 indonesia (parin), sedangkan pesaing asing datang dari koyama casting co., ltd. (jepang) dan tomitsu (malaysia). di antara empat pabrik tersebut, pt. parin dan koyama casting co., ltd. memiliki keunggulan keahlian dan pengalaman karena usia yang lebih lama, dua sisanya masih relatif sejajar. sebelum ekspansi ke bidang lain, pt. parin terkenal memproduksi peralatan berat dan galangan kapal. koyama casting co., ltd., awalnya banyak memasok ke sanyo electric co.,ltd., hitachi, matsushita di jepang. tomitsu mendominasi pengiriman produk merek sanyo di malaysia. pertumbuhan industri yang lambat dan permintaan yang terus merosot menyebabkan ketiganya mencari pasar lain. menurut penjelasan pimpinan senior pt. sanyo indonesia beberapa pemasok lama seperti yamatai foundry works, ltd., pt. bina usaha mandiri mizusawa (bumm), pt. morito tjokro gearindo (mtg) dapat tergeser posisi pasarnya sebelum tahun 2000. tidak menutup kemungkinan peristiwa yang sama akan dialami pt. jaya indah casting apabila tidak mampu bersaing atau minimal market share berkurang. analisis kekuatan pemicu perubahan kondisi industri casting penghasil produk komponen kompresor kulkas dan ac diakibatkan oleh kekuatan-kekuatan yang memicu peserta industri baik pesaing, pelanggan maupun pemasok. beberapa kekuatan pemicu dapat berasal dari lingkungan makro dan berasal dari dalam industri serta lingkungan persaingan, yaitu: kenaikan global, perubahan menuju pertumbuhan industri jangka panjang, inovasi produk dan inovasi pemasaran. kenaikan global kompetisi mulai mengalami pergeseran dari yang bersifat lokal atau nasional ke arah internasional dan mencari customer pasar luar negeri yang memiliki biaya produktivitas yang paling rendah (thompson jr & a.j. strickland iii, 2005). beberapa perusahaan foundry atau casting mulai mencari pelanggan ke luar negeri ketika pasar dalam negeri sudah mulai penuh dan ketat. perubahan menuju pertumbuhan industri jangka panjang pergeseran pertumbuhan dan penurunan industri pengecoran logam telah menjadi kekuatan pemicu akibat keseimbangan antara penyedia dan pembeli, masuk dan keluar serta karakter kekuatan persaingan. banyaknya minat pembeli produk casting di pasar membawa dampak pelaku industri sejenis berupaya melangsungkan bisnisnya dalam waktu yang lebih panjang. inovasi produk kompetisi industri foundry dalam memperkenalkan produk hasil inovasi baru atau hasil modifikasi akan membawa reaksi bagi lawan-lawannya. kesuksesan produk baru biasanya akan menggeser posisi perusahaan yang masih memiliki produk lama di pasar. inovasi pemasaran ketika perusahaan pengecoran logam telah menemukan jalan dalam memperkenalkan produknya maka akan menarik minat pembeli, meningkatkan diferensiasi produk dan menurunkan biaya per unit. analisis faktor kunci keberhasilan faktor-faktor kunci keberhasilan pemasok produk casting komponen kompresor kulkas dan ac sangat tergantung dari kapabilitas, keterbatasan dan karakteristik dasar perusahaan. perusahaan strategi bersaing..... (purwanto) 169 tidak mungkin mengevaluasi semua faktor yang ada sebagai kekuatan ataupun kelemahan potensial. dalam merevisi suatu strategi, pemilihan faktor seperti: kontrol kualitas, skill tenaga kerja, kemampuan inovasi produk, kemampuan waktu pengiriman pendek dan biaya produksi rendah menjadi landasan keberhasilan yang paling memungkinkan. kontrol kualitas pengontrolan kualitas yang ketat akan menurunkan angka reject sehingga akan mengurangi biaya operasional untuk membuat ulang barang yang rusak tersebut. terbukti perusahaan dengan tingkat ng yang rendah akan memperoleh profit lebih tinggi. skill tenaga kerja kemampuan tenaga kerja yang tinggi akan lebih mudah digali potensialnya untuk menunjang produktivitas perusahaan. karyawan akan memiliki daya inovasi dan kreasi bermacam-macam dalam memecahkan setiap permasalahan. kemampuan inovasi produk perusahaan yang memiliki kemampuan inovasi produk akan lebih mudah menyesuaikan munculnya produk-produk baru sesuai kebutuhan pasar dan biaya yang dikeluarkan pun relatif rendah. namun, perusahaan yang rendah berinovasi akan sulit menekan cost karena produk baru pasti membutuhkan biaya uji coba. kemampuan waktu pengiriman pendek kecepatan pengiriman sangat dibutuhkan bagi perusahaan yang akan memuaskan kepuasan pelanggan. kemampuan ini sangat penting untuk melayani pelanggan yang terkadang memerlukan produk mendadak (emergency). lokasi perusahaan yang strategis dan transportasi yang baik sangat menunjang tercapainya delivery tepat waktu. biaya produksi yang rendah perusahaan akan memperoleh laba yang baik apabila dapat melakukan efisiensi di setiap lini produksi baik dari proses awal sampai akhir. dalam situasi persaingan harga antar industri, menekan biaya produksi sangatlah penting untuk mendapatkan produk yang dapat bersaing di pasar. analisis lingkungan internal peranan dan sifat analisis internal yang sering disebut profil perusahaan, mengidentifikasi kekuatan dan kelemahan kunci pt. jaya indah casting. kekuatan adalah faktor-faktor yang menggambarkan keunggulan bersaing potensial dalam pasar yang ditargetkan; kelemahan-kelemahan dan kekuatan ini dibandingkan dengan peluang dan ancaman eksternal sebagai dasar untuk memperoleh alternatif strategik suatu proses yang sering dinamakan analisis swot. proses perusahaan mengidentifikasi dan menilai kapabilitas internal dapat dikonseptualkan dalam tiga langkah dasar. pertama, perusahaan mengidentifikasikan faktor-faktor internal strategis dari aktivitas-aktivitas nilai. kemudian membandingkan faktor-faktor ini dengan informasi historis dan standar keunggulan internal. akhirnya, perusahaan menggunakan tahap-tahap evolusi industri, pesaing kunci dan faktor-faktor keberhasilan industri untuk mensegmentasikan kekuatan dan kelemahan ke dalam konteks strategis, sebagai masukan dalam proses formulasi strategi. apabila dibandingkan dengan analisis lingkungan dari manajemen dan prioritas misi, proses analisis internal memberikan dasar kritikal untuk formulasi strategis. melalui analisis internal yang tepat, mendalam dan tepat waktu, perusahaan dalam posisi yang lebih baik dapat memformulasikan strategi-strategi yang efektif. 170 journal the winners, vol. 12 no. 2, september 2011: 154-179 beberapa analisis internal yang dapat dilakukan di pt. jaya indah casting, antara lain: analisis visi, misi dan tujuan perusahaan, kinerja keuangan, struktur organisasi, strategi operasional serta lokasi dan peralatan utama. visi, misi dan tujuan perusahaan visi adalah harapan masa depan perusahaan yang realistik, bisa dicapai dan menarik. definisi lainnya adalah jabaran tujuan ke mana perusahaan harus menuju, masa depan yang lebih baik dan lebih sukses. makna visi bagi pt. jaya indah casting telah menumbuhkan komitmen dan memotivasi karyawan untuk bekerja dengan kualitas prima. kesungguhan seluruh karyawan untuk membuat perusahaan pengecoran logam (casting) yang berkualitas internasional telah ditunjukkan dengan diraihnya dua sertifikasi sekaligus, yaitu iso 14001 tahun 1999 dan iso 9002 tahun 2000. kedua sistem tersebut dijadikan sebagai acuan dalam pelaksanaan proses awal sampai akhir. rumusan misi pt. jaya indah casting melalui penekanan pada cost, quality dan delivery mampu memberikan manajer kesamaan arah serta mengatasi semua kebutuhan individual yang bersifat sempit dan sementara. rumusan ini mendorong adanya kebersamaan di semua departemen dan mengkonsolidasi nilai-nilai bersama di kalangan karyawan. melalui rumusan misi pihak luar yang berkepentingan, yaitu pelanggan, pemasok, pesaing, masyarakat setempat dan masyarakat luas dapat melihat nilai-nilai yang dianut perusahaan. membuat produk dengan biaya rendah, kualitas standar internasional dan pengiriman yang cepat adalah strategi perusahaan dalam mencapai tujuannya. ketiga hal rumusan misi tersebut telah mencerminkan keinginan atau tujuan perusahaan untuk memastikan kelangsungan hidup (survival) melalui pertumbuhan (growth) dan profitabilitas (profitability). upaya manajemen puncak agar visi, misi dan tujuan perusahaan menjadi bagian dari budaya kerja sehari-hari maka setiap awal bulan seluruh karyawan diberikan pengarahan tentang kondisi terbaru beserta kiat-kiat yang harus dilakukan. di setiap pertemuan antar departemen dan level manajemen target implementasi yang telah ditetapkan selalu dikontrol dan dievaluasi tingkat pencapaiannya. struktur organisasi perusahaan struktur organisasi yang baik merupakan salah satu persyaratan yang penting untuk menjamin efektivitas pelaksanaan stratejik perusahaan. struktur tersebut merupakan kerangka yang dapat menunjukkan pembagian tugas, tanggung jawab dan wewenang masing-masing unit organisasi di dalam suatu perusahaan. pertama, fungsional. secara umum struktur organisasi yang diterapkan pt. jaya indah casting berbentuk struktur organisasi fungsional, perusahaan membagi unit-unit kerja berdasarkan fungsifungsi yang spesifik dan kemudian dikelompokkan lagi ke dalam unit yang memiliki fungsi lebih luas. sementara dilihat dari sisi hirarki organisasi, struktur organisasi perusahaan terdiri atas tiga tingkatan, yaitu tingkatan atas, menengah dan bawah. tingkatan atas terdiri atas manajer dan manajer pembantu (assistant manager) tingkatan menengah pengawas (supervisor) dan tingkatan bawah disebut leader. manajer dan manajer pembantu bertanggung jawab langsung kepada direktur atau pimpinan puncak, sementara itu pengawas bertanggung jawab kepada manajer atau manajer pembantu. beberapa departemen seperti personalia, ppsc, pembelian, pe, pe-p, administration and planning, qa terkadang belum memiliki supervisor maupun leader sehingga kegiatan operasional sehari-hari untuk tingkat operator dan leader dapat langsung bertanggung jawab kepada manajer atau manajer pembantu. kekosongan tersebut akan menghambat komunikasi dan koordinasi antar fungsi apabila salah satunya tidak masuk atau tugas mendadak terutama dalam pengambilan keputusan. strategi bersaing..... (purwanto) 171 kedua, pendelegasian wewenang. dalam struktur organisasi tersebut tampak jelas adanya garis komando yang mencerminkan pendelegasian wewenang dari pimpinan puncak kepada masingmasing manajer maupun manajer pembantu sebagai pemegang fungsi sehingga tercipta spesialisasi fungsi pada masing-masing bagian seperti fungsi pembelian, keuangan, personalia, umum, perencanaan, kontrol mutu dan fungsi-fungsi lainnya di departemen produksi. melalui pemisahan fungsi atau spesialisasi yang dipakai dalam struktur organisasi pt. jaya indah casting akan mempunyai keunggulan atau potensi yang besar untuk mencapai efisiensi dan efektivitas dalam melaksanakan kegiatan operasi perusahaan termasuk dalam hal pengambilan keputusan oleh masingmasing manajer maupun manajer pembantu. melalui pengangkatan personal pada posisi yang kosong akan menambah beberapa fungsi lebih solid, sayangnya hal ini belum dilakukan. ketiga, pengawasan dan koordinasi. agar organisasi fungsional dapat berjalan dengan baik diperlukan: (1) pengawasan terhadap wewenang yang didelegasikan agar dilaksanakan dengan semestinya; (2) koordinasi antar departemen dan bagian pemegang fungsi agar dapat bekerja sesuai aturan yang telah ditetapkan dengan tujuan mengutamakan kepentingan perusahaan secara keseluruhan dan bukan kepentingan individu dari departemen atau bagiannya sendiri; (3) penetapan batas-batas wewenang dan tanggung jawab masing-masing departemen dan bagian supaya tidak terjadi tumpang tindih dalam melaksanakan tugas dan tanggung jawab (overlapping). setiap bulan perusahaan mengadakan rapat manajerial yang diikuti oleh seluruh manajer dan manajer pembantu departemen serta pengawas, rapat dipimpin langsung oleh direksi atau pimpinan puncak. rapat tersebut merupakan rapat koordinasi untuk mengevaluasi dan mengkoordinir semua kegiatan masingmasing bagian agar terarah untuk pencapaian tujuan perusahaan secara keseluruhan sehingga masingmasing bagian tidak menyimpang dari tugas yang diberikan. pertemuan juga berfungsi sebagai salah satu bentuk pengawasan wewenang yang telah diamanatkan kepada masing-masing departemen dan bagian di bawahnya agar tugas dan wewenang dilaksanakan dengan benar sesuai dengan bagiannya. keempat, uraian tugas. pt. jaya indah casting telah dilengkapi dengan pedoman organisasi yang menguraikan secara jelas tanggung jawab dan wewenang dari tiap-tiap unit kerja, dengan adanya uraian tugas (job description) yang dibuat secara tertulis menjadikan setiap tingkatan mempunyai pedoman dan kepastian yang harus dilakukan. hal ini membawa kelebihan hubungan serta komunikasi lintas unit menjadi lancar sehingga tidak timbul salah pengertian baik antar unit kerja maupun antara atasan dengan bawahan. sebenarnya pt. jaya indah casting telah memiliki dan menerapkan struktur organisasi yang memadai sesuai dengan tujuan dan strategi perusahaan. secara jelas dan tegas telah memisahkan batas tanggung jawab dan wewenang antar departemen dan bagian yang ada dalam perusahaan, serta membedakan kepada siapa masing-masing tingkatan manajerial bertanggung jawab dan kepada siapa harus memberikan perintah. sumber daya manusia sumber daya manusia memegang peranan penting dari saat perumusan tujuan perusahaan, perumusan strategi, sampai dengan implementasi strategi. oleh karena itu manajemen puncak pt. jaya indah casting selalu memperhatikan kebijakan fungsional dalam bidang personalia. kebijakan pertama adalah seleksi. data karyawan memperlihatkan bahwa seleksi penerimaan karyawan baru lebih banyak di tingkat karyawan paling bawah atau operator produksi dengan batasan umur 18 sampai 25 tahun serta pendidikan sltp dan stm/sma. apalagi setelah perusahaan mengeluarkan kebijakan tidak ada pengangkatan karyawan tetap. pendidikan sltp lebih didominasi bagian umum sebagai petugas kebersihan (room boy) dan keamanan (security). petugas keamanan direkrut melalui kerja sama dengan pt. secom, sebuah perusahaan yang menyediakan tenaga kerja keamanan dari purnawirawan militer atau kepolisian. dasar pengambilan kebijakan adalah perusahaan mendapatkan tenaga yang berpengalaman di bidang keamanan dan tidak diperlukan pelatihan lagi. untuk tingkat pendidikan sarjana dan diploma sedikit ada perubahan dari tahun ke tahun, keduanya direkrut sejak perusahaan didirikan dan rata-rata sudah memperoleh jabatan. 172 journal the winners, vol. 12 no. 2, september 2011: 154-179 jenis kelamin yang banyak dibutuhkan oleh perusahaan adalah pria mengingat bidang usahanya bergerak di industri pengecoran logam. pekerjaan ini memerlukan tenaga yang kuat dan memiliki resiko yang tinggi. tenaga kerja wanita lebih berperan di bagian administrasi dan kantor seperti personalia, pembelian, keuangan dan sejenisnya. proses seleksi karyawan baru meliputi seleksi administrasi, tertulis, wawancara dan terakhir cek kesehatan yang diselenggarakan oleh bagian personalia dan seksi terkait. pelamar yang dinyatakan lulus wajib menandatangani perjanjian kerja dengan pihak perusahaan. promosi, demosi, mutasi dan rotasi juga dilakukan di pt. jaya indah casting. sesuai kesepakatan kerja bersama (kkb) keempat hal tersebut dilakukan dua kali dalam setahun, yaitu bulan maret dan september. promosi ke posisi yang lebih tinggi dilakukan secara sederhana, tidak memerlukan tes seleksi namun cukup ada pengajuan dari atasan yang bersangkutan dan dievaluasi oleh personalia dan manajemen puncak. kenaikan posisi terjadi apabila ada perubahan struktur baru atau ada jabatan kosong di seksi tersebut. penilaian lebih mempertimbangkan tingkat kehadiran, keahlian, senioritas, jiwa kepemimpinan dan loyalitas. demosi juga dilakukan apabila pemegang jabatan tidak mampu melaksanakan tugas yang dibebankan atau melanggar peraturan perusahaan dan pernah mendapat teguran lisan maupun tertulis berulang-ulang. mutasi dan rotasi sering terjadi apabila ada pembentukan seksi baru serta upaya perusahaan menggali dan mengembangkan kemampuan karyawan. pemecatan karyawan dilakukan apabila sangat mengganggu dan merugikan bagi perusahaan, seperti: provokasi, sabotase dan pencurian. kebijakan kedua adalah pengembangan. komitmen pt. jaya indah casting dalam pengembangan karyawan diwujudkan melalui penyelenggaraan program-program pelatihan yang bertujuan untuk membangun sumber daya karyawan yang kompeten dan berkesinambungan dalam mendukung kemajuan perusahaan. materi pelatihan meliputi bidang keahlian (skill), kepemimpinan (leaderhip), keselamatan kerja, pemahaman kebijakan perusahaan dan lain-lain. bidang keahlian biasanya mendatangkan instruktur dari dalam maupun luar negeri atau mengikutsertakan training karyawan berpotensi ke perusahaan foundry di jepang. pelatihan di bidang keahlian terutama apabila ada produk tipe baru dan peningkatan mutu. perusahaan yang sering dipakai sebagai tempat pelatihan adalah sanyo electric co., ltd., koyama casting corporation, ltd., dan yamatai foundry works, ltd. tahun 2006 perusahaan mengirimkan tiga karyawan masing-masing dua orang seksi melting dan satu orang seksi quality assurance selama sebulan. bidang lainnya yang rutin dilakukan oleh bagian pengembangan sumber daya manusia (human resources development) terutama bagi karyawan baru sebagai proses belajar sebelum bekerja. pengembangan kepemimpinan bagi level leader ke atas sering mengundang lembaga pelatihan khusus, seperti: pt. staffindo dinamika mandiri, pt. wiratama powerindo–management consultant serta kardiono kustianto & associates. khusus operator senior materi pelatihan lebih diarahkan pada keselamatan kerja sebab tingkat kelalaian lebih tinggi. kebijakan ketiga yaitu kompensasi. kompensasi karyawan kontrak mengacu pada upah minimum regional (umr) ditambah beberapa tunjangan kebijakan perusahaan, antara lain: tunjangan transportasi, kerja shift, makan, kesehatan dan kehadiran. dalam kaitannya untuk menciptakan perbedaan gaji yang wajar, perusahaan mengevaluasi setiap tugas dalam menentukan tingkat kompensasi. pertimbangan utama meliputi senioritas, kehadiran, keahlian, pangkat dan jabatan. kelemahan pt. jaya indah casting selama ini adalah kurang mengakomodasi tingkat pendidikan dan sertifikasi keahlian dari luar. data memperlihatkan tingkat pendidikan sma/stm paling banyak, s1/d3 tidak bertambah. dilihat dari usia yang ada, karyawan tetap masuk dalam kategori usia produktif, yaitu umur 26 sampai 40 tahun paling banyak. akibatnya motivasi karyawan untuk bekerja sambil belajar ke pendidikan yang lebih tinggi berkurang atau karyawan yang memiliki ijazah tinggi lebih memilih pindah ke perusahaan lain. strategi bersaing..... (purwanto) 173 kebijakan keempat yaitu kesejahteraan karyawan. pemberian kesejahteraan karyawan pt. jaya indah casting yang selama ini telah berjalan adalah: (1) vakasi dan hari libur, seperti: cuti tahunan, cuti spesial dan libur bersama; (2) perlindungan terhadap resiko, antara lain: sakit, kematian dan umur tua; (3) kegiatan olah raga, kesenian, sosial, keagamaan dan rekreasi. strategi operasional belum terpenuhinya jumlah produksi dibandingkan dengan kapasitas terpasang serta upaya meningkatkan marketshare di pihak pelanggan, manajemen puncak pt. jaya indah casting berusaha keras mengambil kebijakan untuk menempuh beberapa strategi operasional. dalam hal ini beberapa strategi operasional yang dilakukan lebih bersifat upaya meningkatkan jumlah permintaan dari pelanggan. strategi pertama yaitu pada tantangan ke bidang baru dan produk baru (challenge to new field and new products). modifikasi komponen kompresor kulkas dan ac serta mulai mengalirnya produk otomotif memberikan ide bagi manajemen puncak untuk membentuk departemen technical support. seksi ini akan dijadikan sebagai embrio departemen penelitian dan pengembangan (r&d) perusahaan. sayangnya pembentukannya baru dilakukan bulan september 2005 dan diisi oleh orang yang masih minim pengetahuan tentang casting. sementara itu produk baru sudah mulai datang sekitar bulan oktober 2004. bersamaan proses belajar sedang berjalan, uji coba produk pun dilakukan karena tuntutan customer, akhirnya ng pun tak terhindarkan dan biaya pun cukup tinggi. kelemahan selama ini adalah perusahaan selalu mengandalkan tenaga ahli (advisor) untuk penelitian produk baru dan pemantauannya tanpa ada proses regenerasi. ketika advisor pulang ke jepang bulan agustus 2004 karena habis kontrak dan tidak ada pengganti, tidak banyak pengetahuan yang diserap oleh seksi melting maupun molding. strategi kedua yaitu pendekatan pelanggan baru (approach to new customer). prioritas mencari pelanggan baru ke luar negeri tetap mengacu produk komponen kompresor, alasannya perusahaan tidak perlu membuat pola (pattern) baru dan uji coba berulang-ulang. perusahaan cukup mengirimkan sampel dan data-data produk yang selama ini telah dibuat sehingga lebih efisien. pengalaman menunjukkan bahwa membuat produk baru membutuhkan waktu uji coba (trial) minimal enam bulan dan biaya yang tinggi. dipilih sanyo jepang dan meksiko karena perusahaan ini memproduksi kompresor sama seperti pt. sanyo indonesia. tipe-tipe yang dikirim ke jepang lebih ke arah tipe cr antara lain: bearing plate, frame, main frame dan cylinder casting. mabe sanyo meksiko lebih banyak ke tipe motor case dan rencananya juga ke tipe lain seperti cylinder material, cylinder head dan crank shaft. komunikasi bisnis dapat menggunakan internet atau email, faks, telepon dan alat komunikasi lainnya atau berkunjung di perusahaan yang bersangkutan. sedangkan pelanggan baru dalam negeri lebih cenderung ke arah otomotif dengan ukuran produk yang relatif kecil karena mesin cetakan (mold) memiliki kemampuan terbatas. konsekuensinya harus bersedia investasi pola baru dan uji coba dalam waktu yang lama. pt. komoda indonesia adalah pelanggan baru yang sudah berhasil didekati pt. jaya indah casting dengan produk body valve. permintaan cukup banyak dilakukan tahun 2005 dan seterusnya setelah hasil uji coba dinyatakan lulus. konsekuensinya harus bersedia investasi pola baru dan uji coba dalam waktu yang lama. strategi ketiga ditujukan pada tantangan untuk meraih kualitas standar internasional (challenge to reach international standard quality). pt. jaya indah casting memperoleh sertifikat iso 9002 tahun 2000 dan iso 9001(2000) tahun 2003 dari auditor pt. sucofindo. kedua sistem tersebut menekankan pentingnya pelaksanaan prosedur kerja untuk mencapai kualitas tinggi. produk yang dihasilkan dikatakan bermutu tinggi apabila memenuhi standar kualitas yang ditetapkan atau tingkat reject rendah. angka ng dapat ditekan apabila selalu ada perbaikan berkelanjutan (continual improvement) oleh semua pihak. target penurunan ng dituangkan dalam tujuan dan sasaran perusahaan (objective and target) dalam jangka waktu tiga tahun. sampai tahun 2006 perusahaan menetapkan target ng internal kurang dari 10% dan ng eksternal (customer) kurang dari 0,615%. 174 journal the winners, vol. 12 no. 2, september 2011: 154-179 angka reject di pelanggan biasanya diketahui setelah mengalami proses machining, sedangkan di internal dihitung dari pengecekan visual dan loss. dasar penetapan angka reject eksternal di bawah 0,615% agar karyawan lebih bersungguhsungguh dalam melaksanakan proses pekerjaan agar tujuan perusahaan mencapai misi dan memuaskan pelanggan tercapai. menurut hasil wawancara pengamatan dan data yang diperoleh di pt. sanyo indonesia (tabel 4) angka reject pt. jaya indah casting tahun 2005 ke atas menunjukkan kenaikan bahkan mendekati imbang dengan produk pt. pakarti riken indonesia. tabel 4 perbandingan ng eksternal sesama pemasok bulan koyama tomitsu pt. parin pt. jic desember 2005 * * 3,21% 1,65% januari 2006 5,03% 0,55% 1,51% 1,70% pebruari 2006 2,02% 0,53% 1,32% 1,40% maret 2006 2,71% 0,47% 2,12% 1,11% sumber: pt. sanyo indonesia catatan: (*) = data tidak akurat jika dibandingkan dengan kualitas produk koyama casting co., ltd. masih lebih baik, namun jika melihat produk tomitsu kualitas masih di bawahnya. semenjak perusahaan memenuhi permintaan produk baru pt. sanyo indonesia, seperti: blank main frame, middle plate, bearing plate dan cylinder casting mulai bulan oktober 2004 angka ng terus meningkat karena penyempurnaan uji coba masih harus dilakukan. disamping itu, kondisi pasir di seksi molding menunjukkan penurunan kualitas karena kerusakan sand bottle sehingga mesin tidak dapat berfungsi otomatis. akumulasi dua kondisi abnormal inilah sebagai penyebab utama menurunnya kualitas jika dibandingkan tahun 2003 dan 2004. kelemahan yang ada harus segera diperbaiki perusahaan agar jaminan kepuasan pelanggan terpenuhi dan ancaman pemasok lain dapat dihindari. strategi keempat adalah pemberian pelayanan kepuasan pelanggan (providing customer satisfaction service). dalam rangka memenuhi persyaratan yang harus ditempuh oleh perusahaan pemasok, pt. jaya indah casting berusaha melakukan pelayanan kepuasan pelanggan (customer satisfaction service) melalui beberapa langkah, salah satunya dengan memperpendek waktu pengiriman (shortening time delivery) dan menjaga stabilitas persediaan (stability supply). ketepatan pengiriman sangat penting bagi pelanggan, keterlambatan akan berdampak proses di customer terganggu. akan lebih baik lagi apabila waktu pengiriman lebih cepat dari jadwal yang ditentukan meskipun cara ini harus mendapat persetujuan pelanggan terlebih dahulu. komunikasi dan kerja sama antara departemen production planning and shipping control (ppsc) dan production mutlak dibutuhkan agar cara ini tercapai. kecukupan persediaan material yang masih dalam proses identifikasi kerja (work identification process) dan barang jadi (finished good) hendaknya dijaga kestabilannya. survey kepuasan pelanggan dilakukan oleh bagian ppsc sebanyak dua kali dalam setahun. hasil survey terakhir tanggal 24 april 2006 yang kemudian dibuat dalam model servqual merekomendasikan bahwa pelayanan perusahaan sangat memuaskan atau memiliki keunggulan bersaing (competitive advantage) dan penjelasan masing-masing atribut adalah: (1) keandalan (reliability), yaitu kemampuan memberi pelayanan yang dijanjikan dengan segera dan akurat (sangat baik); (2) tanggapan (responsiveness), yaitu keinginan para staf membantu pelanggan memberi pelayanan sigap/cepat (baik); (3) jaminan (assurance), yaitu kemampuan dan sifat dipercaya sehingga pelanggan bebas dari rasa ragu-ragu (tidak baik); (4) empati (empathy), yaitu kemudahan dalam strategi bersaing..... (purwanto) 175 berhubungan dan berkomunikasi (sangat baik). di antara empat atribut yang diajukan dalam pertanyaan hanya ada satu yang harus segera diperbaiki ke depan, yaitu jaminan (assurance) kepada pelanggan. secara umum pelayanan kepada pelanggan tetap baik, menurut metoda smart selama bulan januari, februari dan maret 2006 hasil evaluasi menanggapi kebutuhan mutu pelanggan dengan cepat, tepat dan benar dinyatakan terpenuhi. ditinjau dari sisi dokumen dan pelaksanaan prosedur masih ada beberapa kelemahan sehingga apabila tidak segera diperbaiki akan berdampak pada penurunan kualitas dan pengiriman (delivery). dengan beberapa penyimpangan tersebut pt. sanyo indonesia selaku auditor merekomendasikan dengan hasil cukup. tuntutan pelanggan nol (zero customer claim) perusahaan mengharuskan produk yang dijual ke pelanggan memiliki kualitas yang andal. kebijakan (policy) ini dimaksudkan untuk lebih menekan karyawan agar prosedur kerja yang telah dibuat benar-benar dilaksanakan secara baik sehingga dihasilkan produk berkualitas dan mengurangi atau menghilangkan komplin pelanggan. sejak perusahaan berdiri sampai sekarang claim pelanggan selalu muncul karena produk rusak tercampur barang bagus meskipun frekuensinya cenderung berkurang. barang rusak dapat ditemukan baik sebelum maupun setelah proses machining. langkah untuk mengatasi masalah ini adalah perusahaan mengganti sejumlah produk rusak, pemisahan ulang, perbaikan (repair) dan lain-lain. tugas yang harus segera ditindaklanjuti semua karyawan adalah selama setahun terakhir tidak ada satu bulan pun yang bebas dari keluhan. penetapan harga produk melalui pertemuan dengan pelanggan penentuan harga produk sangat penting karena aktivitas perusahaan selalu dipengaruhi kondisi eksternal maupun internal. kondisi eksternal lebih banyak disebabkan perubahan ekonomi makro seperti perubahan suku bunga, pajak, kurs yang mengakibatkan naik atau turunnya harga bahan baku. kondisi internal lebih banyak disebabkan oleh tingkat kesulitan dalam pembuatan produk tersebut. penyesuaian harga dimaksudkan agar kedua belah pihak dapat saling mengerti, memahami dan menguntungkan dalam menjalankan bisnisnya. harmonisasi hubungan keduanya sangat berpengaruh dalam menjaga kestabilan kepuasan pelanggan dan harga produk. analisis lokasi dan peralatan utama lokasi berdirinya suatu perusahaan sangat mempengaruhi pertumbuhan usaha. akses ke pelanggan, pemasok maupun transportasi sangat dipertimbangkan para pemegang saham pt.jaya indah casting sebelum perusahaan didirikan. begitu juga peralatan utama atau mesin yang sudah diinvestasikan, perawatan dan pemeliharaan menjadi penanganan khusus manajemen puncak pt. jaya indah casting agar skedule produksi tidak mudah terganggu sehingga kegiatan produksi akan lebih berdaya guna (efisien) dan berhasil guna (efektif). pemeliharaan preventif diperlukan secara layak untuk mencegah terjadinya kerusakan yang fatal. reparasi seringkali mengganggu kelancaran kegiatan produksi dan operasi tetapi keadaan ini tidak dapat ditunda atau dihindarkan karena aktiva tersebut jika tidak direparasi tidak dapat dipakai sesuai fungsinya. sedangkan penggantian peralatan harus memikirkan kapan akan dilakukan dan memilih aktiva tetap pengganti dengan mempertimbangkan laba optimal jangka panjang. lokasi keputusan lokasi sering bergantung kepada tipe bisnis. untuk keputusan lokasi industri, strategi yang digunakan adalah meminimalkan biaya. bagi perusahaan manufaktur sangat penting jika 176 journal the winners, vol. 12 no. 2, september 2011: 154-179 berada di lokasi yang dekat dengan pelanggan di saat biaya pengiriman barang mahal atau sulit. sebagai tambahan dengan trend menuju produksi yang just-in-time, pemasok menginginkan lokasi yang dekat pada pelanggan untuk mempercepat proses pengiriman. perusahaan menempatkan diri dekat dengan bahan mentah dan pemasok karena ingin menekan biaya transportasi (heizer & render, 2005). demikian halnya pt.jaya indah casting yang terletak berdekatan dengan pt. sanyo indonesia dalam satu kawasan ejip memiliki banyak kelebihan dibanding pemasok lain, misalnya: biaya transportasi rendah, pengiriman cepat dan penanganan segala keluhan pelanggan segera dapat diselesaikan. keuntungan lain dengan lokasi perusahaan yang strategis ternyata lebih mendekati pemasok bahan baku, terutama steel scrap. peralatan utama kelancaran produksi dan operasi pt. jaya indah casting memerlukan dukungan reparasi, pemeliharaan dan penggantian terhadap peralatan atau mesin utama, seperti: induction furnace, mixer, disamatic, shotblasting dan alat ukur. jenis peralatan ini mendapat perhatian serius dari manajemen puncak karena sangat vital. pembagian tugas masing-masing sudah diatur secara tegas agar tidak tumpang tindih, antara lain: (1) pemeliharaan preventif yang dilakukan oleh seksi pe-preventive diperlukan secara layak untuk mencegah terjadinya kerusakan yang layak. inspeksi terhadap mesin (aktiva tetap) secara reguler untuk mengidentifikasi hambatan-hambatan yang ada dan segera memperbaikinya. proses pengecekan ini dilakukan setiap hari atau satu minggu sekali tergantung jenis komponen mesinnya; (2) reparasi dan penggantian yang dikerjakan oleh seksi pe apabila jenis kerusakan dianggap ringan dan dapat dilaksanakan saat produksi berjalan. apabila mengganggu proses produksi maka perbaikan dilakukan seperlunya dan disempurnakan saat hari libur. reparasi besar (overhaul) dan penggantian biasa dilakukan ketika mesin sudah sampai umur yang ditentukan, misalnya tiga atau lima tahun sekali dan pekerjaan ini biasanya perusahaan mendatangkan tenaga ahli dari pembuatnya untuk menjamin kesempurnaan tugas. sedangkan bagian pe dan pe-p belajar dan membantu demi kelancaran perbaikan. untuk memastikan kelayakan mesin yang ada, setiap 6 bulan atau satu tahun sekali melakukan cek rutin terhadap masing-masing mesin. kalibrasi alat ukur selalu dilakukan sesuai jadwal yang ditetapkan oleh bagian quality assurance untuk memastikan akurasi alat tersebut. kalibrasi dapat dilaksanakan secara internal maupun oleh pihak luar (pt. sucofindo) sesuai masa kadaluwarsa masing-masing alat. penutup kesimpulan berdasarkan hasil analisis faktor-faktor lingkungan eksternal, lingkungan industri, kekuatan pemicu, faktor kunci keberhasilan dan analisis internal perusahaan beserta evaluasinya, dapat diambil kesimpulan bahwa permintaan kulkas dan ac di indonesia akan terus meningkat dari tahun ke tahun sehingga peluang bisnis masih terbuka. hal ini ditunjukkan dengan semakin bertambahnya jumlah produksi komponen kompresor pt. sanyo indonesia sebagai satu-satunya penghasil kompresor kulkas dan ac di dalam negeri. pt. jaya indah casting sebagai salah satu pemasok komponen casting cukup survive/win dalam menghadapi competitor. terbukti bahwa sekitar 60% perolehan order ke pt. sanyo indonesia lebih telah dikuasai. sebenarnya perusahaan masih memiliki peluang untuk mendapatkan tambahan order dari pelanggan apabila penerapan strategi tepat dan maksimal sehingga kapasitas terpasang dapat dioptimalkan. kenyataan memperlihatkan bahwa hal tersebut belum tercapai dan profit yang didapat baru setara dengan standar industri atau terkadang di bawahnya. strategi bersaing..... (purwanto) 177 hal-hal yang mempengaruhi kondisi tersebut dapat disebabkan oleh berbagai factor. pertama adalah faktor-faktor eksternal yang bersumber dari luar seperti: ekonomi, politik, ekologi dan teknologi saling berinteraksi antara satu dengan lainnya sehingga mempengaruhi proses atau operasi keputusan strategi industri di bidang kulkas dan ac serta perusahaan pengecoran logam (casting) produk komponen kompresornya selaku pemasok. lingkungan ini memberikan kesempatankesempatan, ancaman-ancaman dan kendala bagi perusahaan, akan tetapi jarang suatu perusahaan tunggal mempunyai pengaruh timbal balik yang berarti. faktor ekonomi ditandai dengan permintaan produk elektronik di indonesia khususnya kulkas dan ac diproyeksikan akan terus meningkat dari tahun ke tahun, tetapi di tahun 2005 sampai awal tahun 2006 mengalami penurunan akibat inflasi yang dipicu oleh kenaikan harga bahan bakar minyak (bbm). faktor politik ditandai dengan banyaknya produk elektronik selundupan (illegal) dari cina dan sejumlah negara asean menyebabkan pabrikan dalam negeri menurun produksinya. penerapan standar nasional indonesia (sni) mulai bulan juni 2004 oleh pemerintah untuk lima produk, antara lain: mesin cuci, seterika listrik, pompa air, lemari es, serta perangkat audio cukup meningkatkan perlindungan konsumen. lambatnya sikap pemerintah merevisi undang-undang tenaga kerja yang dianggap oleh dunia usaha sangat berpihak kepada pekerja turut melengkapi hambatan kemajuan perusahaan. faktor ekologi; pemakaian freon (cfc r-22) dalam instalasi pendingin kulkas dan ac termasuk bahan yang tidak ramah lingkungan karena merusak lapisan ozon dan harus diganti zat kimia lainnya. hal ini menjadi ancaman bisnis bagi pt. sanyo indonesia maupun pt. jaya indah casting dan pemasok lainnya. salah satu alternatif yang diperbolehkan adalah pemakaian freon jenis ‘musi biru’ produk pt. pertamina. disamping itu, terak (slag) yang dihasilkan industri casting termasuk limbah bahan berbahaya dan beracun (b3) serta membahayakan kesehatan manusia. faktor teknologi ditandai dengan inovasi kompresor kulkas dan ac merek hitachi dan matsushita yang memicu pt. sanyo indonesia melakukan modifikasi dari tipe lama compressor quiet (cq) ke tipe baru compressor rotary (cr) untuk memenangkan persaingan di pasar dan menambah usia kelangsungan hidup perusahaan. bagi pemasok, perubahan produk customer akan menambah cost untuk mengganti pola (pattern) baru serta uji coba (trial). kedua, sifat dan derajat persaingan dalam industri casting yang memproduksi komponen kompresor kulkas dan ac tergantung pada lima kekuatan, yaitu: (1) ancaman pendatang baru yang lebih disebabkan oleh faktor skala ekonomis, kebutuhan modal dan keunggulan biaya, misalnya perusahaan lokal dan luar negeri (cina); (2) ancaman produk subtitusi atau pengganti yang sampai sekarang belum ada pengganti kompresor maupun komponennya; (3) pembeli yang kuat karena pt. sanyo indonesia membeli dalam jumlah yang besar dan merupakan komponen penting; (4) pemasok yang kuat karena jumlah perusahaan steel scrap sedikit dan tidak bersaing; (5) persaingan di antara anggota industry karena masing-masing perusahaan mempunyai kekuatan sejajar dan pertumbuhan industri yang lambat (pt. parin, koyama casting co., ltd., tomitsu dan pt. jaya indah casting). ketiga yaitu kekuatan pemicu peserta industri casting penghasil produk komponen kompresor kulkas dan ac baik pesaing, pelanggan maupun pemasok, antara lain: kenaikan global, perubahan menuju pertumbuhan industri jangka panjang, inovasi produk dan pemasaran. keempat, kunci keberhasilan pemasok untuk merevisi strategi yang dipilih sangat dipengaruhi oleh kontrol kualitas, skill tenaga kerja, kemampuan inovasi produk, kemampuan waktu pengiriman pendek dan rendahnya biaya produksi. kelima, pt.jaya indah casting telah memiliki visi, misi dan tujuan yang jelas serta dicerminkan dalam setiap kegiatan operasional perusahaan untuk memastikan kelangsungan hidup (survival) melalui pertumbuhan (growth) dan profitabilitas (profitability). keenam, perusahaan telah memiliki struktur organisasi yang baik dan memadai sebagai salah satu persyaratan pemilihan strategi. struktur organisasi perusahaan berbentuk fungsional, hal tersebut ditunjukkan dengan pembagian wewenang dan tanggung jawab masing-masing bagian atau fungsi 178 journal the winners, vol. 12 no. 2, september 2011: 154-179 dalam perusahaan dengan uraian tugas (job description) secara tertulis. beberapa departemen seperti personalia, ppsc, pembelian, pe, pe-p, administration and planning, qa belum memiliki supervisor maupun leader sehingga kegiatan operasional sehari-hari untuk tingkat operator dan leader dapat langsung bertanggung jawab kepada manajer atau manajer pembantu. kekosongan tersebut akan menghambat komunikasi dan koordinasi antar fungsi apabila salah satunya tidak masuk atau tugas mendadak terutama dalam pengambilan keputusan. ketujuh, perusahaan telah memiliki komitmen yang kuat dan keterlibatan manajemen puncak terhadap kebijakan fungsional sumber daya manusia, baik dari proses seleksi, pengembangan, pemberian kompensasi dan kesejahteraan. kelemahan pt. jaya indah casting selama ini adalah kurang mengakomodasi tingkat pendidikan dan sertifikasi keahlian dari luar sehingga keinginan belajar ke pendidikan lebih tinggi menjadi berkurang. delapan, keterlambatan pembentukan departemen technical support sebagai embrio departemen penelitian dan pengembangan (r&d) telah menghambat perusahaan dalam mewujudkan gagasan ke bidang maupun produk baru karena tingkat ng dan biaya uji coba yang tinggi. sembilan, prioritas mencari pelanggan baru ke luar negeri seperti sanyo jepang dan meksiko tetap mengacu produk komponen kompresor, alasannya perusahaan tidak perlu membuat pola (pattern) baru dan uji coba berulang-ulang. sedangkan pelanggan baru dalam negeri lebih cenderung ke arah otomotif dengan ukuran produk yang relatif kecil karena keterbatasan mesin cetakan. sepuluh, keseriusan perusahaan menekankan pelaksanaan prosedur kerja untuk mencapai kualitas standar internasional telah ditunjukkan dengan diraihnya sertifikat iso 9000 dan iso 14000. secara implementasi keduanya telah berhasil menurunkan angka reject yang cukup signifikan, hanya saja sejak bulan oktober 2004 angka ng terus meningkat karena banyak uji coba produk baru. hal ini telah menjadi perhatian manajemen agar segera diperbaiki sehingga jaminan kepuasan pelanggan tetap terjaga dan ancaman pemasok lain dapat dihindari. selanjutnya, pt. jaya indah casting telah berusaha melakukan pelayanan kepuasan pelanggan melalui beberapa langkah, antara lain: memperpendek waktu pengiriman dan menjaga stabilitas persediaan, tuntutan pelanggan nol serta penetapan harga produk melalui pertemuan dengan pelanggan. berikutnya, keputusan pendirian perusahaan dalam pemilihan lokasi yang berdekatan dengan pt. sanyo indonesia telah memberikan beberapa kelebihan dibandingkan pemasok lain. reparasi, pemeliharaan dan penggantian beberapa peralatan utama secara terjadwal telah mampu membuat kelancaran produksi dan operasi perusahaan. terakhir, sejak perusahaan didirikan manajemen telah memilih beberapa alternatif strategi untuk melaksanakan bisnisnya, yaitu: do nothing, spesialisasi dan pertumbuhan stabil. sedangkan strategi pertumbuhan baru mulai dipilih untuk kelangsungan jangka panjang. setelah dievaluasi, strategi yang terakhir ternyata lebih tepat untuk menghadapi persaingan yang semakin ketat. saran dilihat dari kesimpulan tersebut di atas, dapat dikatakan bahwa strategi yang ditempuh pt. jaya indah casting masih terdapat beberapa kekurangan dan kelemahan yang berakibat pemanfaatan kapasitas terpasang belum optimal. oleh karena itu pt. jaya indah casting disarankan untuk melakukan penelaahan kembali terhadap sistem yang sedang berjalan saat ini, mengadakan perbaikan dengan mempertimbangkan hal-hal sebagai berikut: (1) selama ini prioritas customer hanya di pt. sanyo indonesia, akibatnya tingkat ketergantungan sangat tinggi. perusahaan harus segera mempercepat penetrasi ke pasar dan bidang lain agar kapasitas terpasang dapat dimaksimalkan; (2) pelatihan departemen technical support agar lebih diintensifkan agar produk-produk baru dan modifikasinya yang baru diterima dari customer dapat segera diwujudkan sehingga kepercayaan customer baru bertambah dan biaya uji coba tidak tinggi; (3) beberapa departemen yang belum ada posisi baik supervisor maupun leader sebaiknya segera dilakukan pengangkatan atau pengisian posisi untuk menambah solidnya komunikasi dan koordinasi antar fungsi; (4) perusahaan hendaknya mengakomodasi dan mengapresiasi jenjang pendidikan dan sertifikasi keahlian agar lebih memotivasi strategi bersaing..... (purwanto) 179 karyawan untuk berprestasi dan menambah aset bagi perusahaan; (5) strategi pertumbuhan yang baru dimulai harus lebih diintensifkan dengan melibatkan semua pihak agar perusahaan mempunyai kekuatan lebih dalam menghadapi persaingan dan bertahan lama. daftar pustaka heizer, j., render, b. (2004). operations management (7th ed.). new jersey: pearson education. porter, michael. (1980). competitive analysis. new york: free press. porter, michael. (1985). competitive advantage. new york: free press. pt. jaya indah casting. (2002). business strategy for 2002: reform and action. bekasi. pt. jaya indah casting. (2003). 2003 jic emphasis measure: independence year 2003. bekasi. pt. jaya indah casting. (2005). data of employee 2000-2005. bekasi. pt. jaya indah casting. (2006). financial statements 2001-2006. bekasi. pt. sanyo indonesia. (2000). environmental report. bekasi. republik indonesia. (1999). peraturan pemerintah no. 18 tahun 1999 tentang: pengelolaan limbah bahan berbahaya dan beracun. sekertariat negara. jakarta. supriyono. (1993). manajemen strategi dan kebijakan bisnis (edisi pertama). yogyakarta: bpfe. thompson, a., strickland, a.j., gamble, j. (2005). crafting and executing strategy (14th ed.). new york: mcgraw-hill. microsoft word 07_rudy aryanto_setting_ok.docx 148 journal the winners, vol. 10 no. 2, september 2009: 148-155 dampak loyalitas dari keputusan konsumen disebabkan pelayanan dan promosi pada usaha gimnastik rudy aryanto1; susanto2; liu santa stefenny3 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 raryanto@binus.edu abstract this research purpose is to analyze the influence service quality and promotion to decision making and its impact on consumer loyalty. method used in this research is descriptive-associative, using pearson correlation path analysis. data gathered by distributiong questionnaire to 110 respondents in gold’s gym thamrin city. from the data analysis, it is found out that the structural model is given as y= 0,497x2 + 0,868 1ε , whereas r 2 24,7% , and structural 2 z = 0,491 x1 + 0,871 2ε whereas r 2= 24,2. the service quality seems have less influence to consumer’s decision making but have stronger influence to consumer loyalty. promotion effectively influences consumer’s decision making as much as 24,2%. thus, service quality and promotion should be leveraged to increase sales and consumer loyalty. keywords: service quality, promotion, consumer decision making, consumer loyalty abstrak tujuan penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan dan promosi terhadap pembuatan keputusan konsumen dan dampaknya pada loyalitas konsumen. metode yang digunakan dalam penelitian ini adalah deskriptif-asosiatif, dengan menggunakan analisis jalur korelasi pearson. data dikumpulkan dengan penyebaran kuesioner kepada 110 responden di gold's gym thamrin kota. dari analisis data, ditemukan bahwa model struktural diberikan sebagai y = 0,497 x2 + 0,868, di mana r2 24,7% dan struktural 2 z = 0.491 x1 + 0.871, sedangkan r2 = 24,2. kualitas pelayanan tampaknya tidak terlalu mempunyai pengaruh terhadap pengambilan keputusan konsumen, tetapi mempunyai pengaruh kuat terhadap loyalitas konsumen. promosi efektif mempengaruhi pembuatan keputusan konsumen hingga sampai 24,2%. dengan demikian, kualitas layanan dan promosi harus dimanfaatkan untuk meningkatkan penjualan dan loyalitas konsumen. kata kunci: kualitas pelayanan, promosi, pengambilan keputusan konsumen, loyalitas konsumen dampak loyalitas .....(rudy aryanto; dkk) 149 pendahuluan riset ini dilakukan terhadap salah satu gym terbesar di indonesia, yakni gold’s gym. pertama kali dibangun pada tahun 1965 di venice, california, amerika serikat, dengan hanya memiliki satu outlet. saat ini, gold’s gym merupakan jaringan kebugaran internasional terbesar di dunia, dengan memiliki 650 tempat kebugaran yang tersebar di 28 negara. gold’s gym merupakan pusat kebugaran yang hanya untuk orang yang serius dalam berolahraga serta orang yang benar-benar menginginkan hasil kesehatan yang sempurna. kemudian, gold’s gym dikenal sebagai the mecca of bodybuilding. gold’s gym menjadi “the hotbed” untuk perkembangan teknik latihan, peralatan dan konsep nutrisi yang menjadi dasar bagi revolusi kebugaran saat ini. di amerika serikat, gold’s gym juga telah berhasil membuktikan komitmennya, yaitu memberikan hasil yang diinginkan oleh sebagian besar para pemegang kartu anggotanya. bukti nyata komitmen ini dapat dilihat dengan begitu banyaknya artis dan olahragawan dunia yang mempercayakan tempat berolahraganya kepada gold’s gym. kini, dengan bangga gold’s gym telah masuk ke indonesia. gold’s gym indonesia merupakan karya besar dari rancangan pusat kebugaran yang pernah ada di indonesia untuk memuaskan para pecinta fitnes dari tingkat pemula hingga bagi mereka yang sudah pengalaman. didukung dengan tata letak ruangan yang dirancang khusus dan penyediaan pelayanan alat-alat kebugaran terbaru dan tercanggih. usaha keras terus dilakukan untuk meyakinkan bahwa semua orang dapat diterima dengan senang hati dan merasa nyaman berada di gold’s gym hingga mereka mampu meraih tujuan dari program kesehatan dan kebugaran mereka. dengan hampir 3 juta anggota di seluruh dunia, gold’s gym berkomitmen untuk tidak akan pernah berhenti membantu semua orang meraih potensi diri mereka. jumlah anggota dari gold’s gym thamrin city sendiri pada april 2010 berjumlah 746 orang dan pada akhir juli 2010 jumlah anggota yang aktif sebanyak 1026 orang, dengan rata-rata 70 orang anggota yang ikut per bulan. penulis tertarik untuk mengetahui apa ada hubungan yang positif antara kualitas dan brand awareness, yaitu kualitas pelayanan dan brand awareness yang ditawarkan dalam meraih konsumen sehingga nantinya para konsumen tersebut akan mengambil keputusan yang menjadikan gym ini memperoleh profit yang lebih besar lagi sehingga mengambil judul “analisis pengaruh kualitas pelayanan dan promosi terhadap pengambilan keputusan pembelian konsumen yang berdampak pada loyalitas konsumen gold’s gym“. dengan demikian, pertanyaan yang muncul adalah “bagaimana pengaruh kualitas pelayanan dan promosi terhadap pengambilan keputusan konsumen gold’s gym?” serta “bagaimana pengaruh kualitas pelayanan dan promosi terhadap pengambilan keputusan konsumen terhadap loyalitas konsumen?”. definisi kualitas pelayanan adalah sebagai berikut. kualitas pelayanan dalam perusahaan merupakan hal yang sangat penting dari sudut pandang konsumen, dalam permulaan dari kepuasan konsumen, di mana mutu pelayanan dan kepuasan konsumen ini akan mempengeruhi intensitas pembelian dan loyalitas konsumen. berdasarkan hal ini, peningkatan kualitas pelayanan harus berorientasi kepada konsumen. kualitas pelayanan adalah tingkat keunggulan yang diharapkan dan pengendalian atas tingkat keunggulan tersebut untuk memenuhi keinginan pelanggan (tjiptono, 2005:59). sedangkan menurut bateson dan houffman (2001:324), didefinisikan sebagai sikap yang dibentuk dalam jangka panjang dan evaluasi keseluruhan terhadap kinerja perusahaan. definisi kualitas pelayanan berpusat pada upaya pemenuhan kebutuhan dan keinginan pelanggan serta penyampaiannya untuk mengimbangi harapan pelanggan (simamora, 2003:180). berdasarkan definisi di atas, maka dapat disimpulkan bahwa kualitas pelayanan adalah kinerja yang mengarah pada mutu yang diharapkan dari jasa yang ditawarkan secara lebih mendalam karena manfaat besar yang dihasilkan dari pelayanan, yang dapat meningkatkan intensitas pembelian dan loyalitas pelanggan. sementara itu, definisi promosi adalah sebagi berikut. menurut kotler (2003:114), promosi meliputi semua kegiatan yang dilakukan untuk mengkomunikasikan dan mempromosikan produknya kepada pasar sasaran. selain itu, promosi adalah sejenis komunikasi yang memberi penjelasan untuk 150 journal the winners, vol. 10 no. 2, september 2009: 148-155 menyakinkan calon pelanggan tentang barang dan jasa (alma, 2004:179), keberhasilan suatu strategi promosi dalam mempengaruhi keputusan pembelian mencakup 4 poin, yaitu periklanan, promosi penjualan, penjualan perseorangan, dan hubungan masyarakat. menurut peter dan olson keputusan terhadap iklan mempengaruhi keputusan mereka terhadap produk yang diiklankan, maka iklan yang disukai konsumen akan menciptakan keputusan yang positif. setiap konsumen melakukan berbagai macam keputusan tentang pencarian, pembelian, penggunaan beragam produk dan merek pada setiap produk tertentu. schiffman dan kanuk dalam sumarwan (2003:289) mendefinisikan suatu keputusan adalah sebagai pemilihan suatu tindakan dari dua atau lebih pilihan alternatif. jika konsumen tidak memiliki pilihan alternatif, maka hal tersebut bukanlah situasi konsumen melakukan keputusan. suatu keputusan tanpa pilihan tersebut maka disebut sebagai sebuah hobson’s choice. semua aspek dari afeksi dan kognisi terlibat dalam pembuatan keputusan konsumen, termasuk pengetahuan, makna dan kepercayaan yang digerakkan dari memori dan atensi serta proses komprehensi yang terlibat di dalam interpretasi informasi baru di lingkungan. proses kunci di dalam pembuatan keputusan konsumen ialah proses integrasi dengan mana pengetahuan dikombinasikan untuk mengevaluasi dua atau lebih alternatif perilaku, kemudian pilih satu. hasil dari proses integrasi ialah suatu pilihan, secara kognitif terwakili sebagai intensi perilaku. intensi perilaku disebut rencana keputusan (supranto dan limakrisna 2007:211). definisi loyalitas pelanggan adalah sebagai berikut. kotler (2005:18) menyebutkan bahwa customer loyalty adalah suatu pembelian ulang yang dilakukan oleh seorang pelanggan karena komitmen pada suatu merek atau perusahaan. sebenarnya ada banyak faktor yang mempengaruhi suatu konsumen untuk loyal, antara lain faktor harga merupakan seseorang tentu akan memilih perusahaan atau merek yang menurutnya menyediakan alternatif harga paling murah di antara pilihanpilihan yang ada. selain itu, ada juga faktor kebiasaan, seseorang yang telah terbiasa menggunakan suatu merek atau perusahaan tertentu, maka kemungkinan untuk berpindah ke pilihan yang lain akan semakin kecil. griffin (2005:13) mengemukakan definisi pelanggan loyal adalah pelanggan yang membeli berulang kali secara teratur atau membeli produk dengan merek yang sama. berdasarkan definisi tersebut, disimpulkan bahwa pelanggan yang loyal dimaknai sebagai pelanggan yang melakukan pembelian berulang., pelanggan yang dengan antusias dan sukarela merekomendasikan produk perusahaan kepada orang lain. pelanggan loyal akan menjadi spiritual advocates yang akan terus membela produk atau perusahaan dalam keadaan apapun dan terus merekomendasikannya ke orang lain. kerangka pemikiran dapat dilihat pada gambar 1. gambar 1 kerangka pemikiran dampak loyalitas .....(rudy aryanto; dkk) 151 metode penelitian desain penelitian dalam analisis ini, penulis menggunakan metode analisis deskriptif dan asosiatif. dengan penelitian asosiatif ini, dapat diketahui hubungan antara variabel dan bagaimana tingkat ketergantungan antara variabel idependent dengan variabel dependent. unit analisis yang dituju adalah individu, yaitu konsumen dari gold’s gym. time horizon yang digunakan adalah cross-sectional, yaitu suatu penelitian yang dilakukan dalam kurun waktu tertentu (umar, 2005:131). tabel 1 desain penelitian tujuan penelitian desain penelitian jenis dan metode penelitian unit analisis time horizon t-1 desktiptif asosiatif individu cross-sectional t-2 desktiptif asosiatif individu cross-sectional teknik pengambilan sampel teknik pengambilan sampel dalam penelitian ini dimaksudkan untuk menduga/mewakili nilai suatu populasi. populasi dalam penelitian ini adalah anggota gold’s gym thamrin city. pengambilan sampel menggunakan rumus dari taro yamane sebagai berikut: . di mana: n = jumlah sampel n = jumlah populasi d2 = presisi (ditetapkan 10% dengan tingkat kepercayaan 95%) metode analisis metode analisis berdasarkan tujuan penelitian dapat dilihat pada tabel 2. tabel 2 metode analisis berdasarkan tujuan penelitian tujuan alat analisis t-1 path analysis dan korelasi pearson t-2 path analysis dan korelasi pearson sumber: data penelitian koefisien korelasi pearson berdasarkan riduwan dan engkos ahmad kuncoro (2007:61), untuk mengetahui hubungan antara variabel x1 dengan y dan x2 dengan y dan x1 dan x2 terhadap y, digunakan teknik korelasi. analisis korelasi yang digunakan adalah pearson product moment, dengan rumus: 152 journal the winners, vol. 10 no. 2, september 2009: 148-155 ∑ ∑ . ∑ ∑ – ∑ ∑ – ∑ analisis jalur (path analysis) berdasarkan pada riduan dan kuncoro (2007:1-2), analisis jalur (path analysis) yang dikembangkan pertama kali pada tahun 1920-an oleh seorang ahli genetika, yaitu sewall wright merupakan sebuah teknik yang digunakan untuk menganalisis pola hubungan antar variabel, dengan tujuan intuk mengetahui peran langsung maupun tidak langsung seperangkat variabel independen terhadap variabel dependen. terdapat beberapa asumsi di dalam path analysis, di antaranya, yaitu (1) hubungan antar variabel adalah bersifat linier, adaptif, dan normal; (2) hanya sistem aliran kausal ke satu arah, artinya tidak ada arah kausalitas yang berbalik; (3) variabel terikat (endogen) minimal dalam skala ukur interval dan ratio; (4) menggunakan probability sampling; (5) observed variables diukur tanpa kesalahan (instrumen pengukuran valid dan reliable) artinya variabel yang diteliti dapat diobservasi secara langsung; (6) model yang dianalisis dispesifikasikan (diidentifikasi) dengan benar berdasarkan teori-teori dan konsep-konsep yang relevan, artinya model teori yang dikaji dibangun berdasarkan kerangka teoritis tertentu yang mampu menjelaskan hubungan kausalitas antara variabel yang diteliti. langkah-langkah pengujian path analysis berdasarkan pendapat riduwan dan engkos rachmat kuncoro (2007:116-118), ada beberapa langkah pengujian path analysis, yaitu sebagai berikut. pertama, merumuskan hipotesis dalam persamaan struktural, yaitu y = ρzxx + ρzyy + ρzε1. kedua, menghitung koefisien jalur yang didasarkan pada koefisien regresi. langkah-langkahnya adalah (1) gambarkan diagram jalur lengkap, tentukan sub-sub strukturnya dan rumuskan persamaan strukturalnya yang sesuai hipotesis yang diajukan. hipotesis merupakan naik turunnya variabel endogen (y) dipengaruhi secara signifikan oleh variabel eksogen (x1 dan x2); (2) menghitung koefisien regresi untuk strukur yang telah dirumuskan. persamaan regresi ganda; (3) menghitung koefisien jalur secara keseluruhan kaidah pengujian signifikansi secara manual dengan menggunakan tabel f dan kaidah pengujian signifikansi dengan program spss, yakni jika nilai probabilitas 0,05 lebih kecil atau sama dengan nilai probabilitas sig atau [0,05 ≤ sig], maka ho diterima dan ha ditolak, yang artinya tidak signifikan. sedangkan jika nilai probabilitas 0,05 lebih besar atau sama dengan nilai probabilitas sig atau [0,05 ≥ sig], maka ho ditolak dan ha diterima, yang artinya signifikan; (4) menghitung koefisien jalur secara individu. secara individual, uji statistik yang digunakan uji t yang dihitung dengan rumus. statistik diperoleh dari hasil komputasi spss 16.0 untuk analisis regresi setelah data ordinal ditranformasikan ke interval. selanjutnya, untuk mengetahui signifikansi analisis jalur bandingan antara nilai probabilitas 0,05 dengan nilai probabilitas sig dengan dasar pengambilan keputusan, yakni jika nilai probabilitas 0,05 lebih kecil atau sama dengan nilai probabilitas sig atau [0,05 ≤ sig], maka ho diterima dan ha ditolak, yang artinya tidak signifikan. sedangkan jika nilai probabilitas 0,05 lebih besar atau sama dengan nilai probabilitas sig atau [0,05 ≥ sig], maka ho ditolak dan ha diterima, yang artinya signifikan; (5) meringkas dan menyimpulkan. dampak loyalitas .....(rudy aryanto; dkk) 153 hasil dan pembahasan uji hipotesis variabel untuk rancanan uji hipotesis ini adalah x1 = kualitas pelayanan, x2 = promosi, y = keputusan pembelian, dan z = loyalitas. terdapat 2 hipotesis yang perlu diuji. hipotesisnya adalah sebagai berikut. rancangan implikasi hasil penelitian dalam penelitian ini adalah dengan membagikan terlebih dahulu kuesioner kepada konsumen yang datang ke gold’s gym. setelah itu, data-data yang didapatkan dianalisis menggunakan path analysis untuk mengetahui bagaimanakah pengaruh variabel kualitas pelayanan dan promosi terhadap pengambilan keputusan konsumen, untuk mendapatkan data yang nantinya diolah untuk menjawab pertanyaan dalam hipotesis yang diajukan. setelah nantinya hasil data telah diolah dan didapat hasil akhirnya, maka dapat ditentukan. dari hipotesis yang nantinya terjawab, maka dapat ditentukan implikasi-implikasi yang relevan yang dapat diberikan serta saransaran yang berguna dan bermanfaat bagi perusahaan. pembahasan dengan berakhirnya pengujian sub struktur 1 dan sub struktur 2, maka dapat digambarkan struktur hubungan secara lengkap antara variabel x1, x2, y dan z, yang dilengkapi dengan koefisien jalur dari setiap variabel. adapun persamaan sub struktur 1 dan 2 adalah: persamaan struktural sub struktur 1 : y= 0,497x2 + 0,868 1ε persamaan struktural sub struktur 2 : z = 0,491 x1 + 0,871 2ε gambar 2 struktur hubungan secara lengkap antara variabel x1, x2, y, dan z untuk melihat pengaruh langsung, tidak langsung, pengaruh total antar variabel berdasarkan hasil pengujian sub struktur 1 dan sub struktur 2 yang telah diperoleh, maka dapat dirangkum melalui tabel sebagai berikut. tabel 3 rangkuman pengaruh variabel x1, x2, y terhadap z pengaruh variabel koefisien jalur pengaruh langsung tidak langsung melalui y total x2 terhadap y 0,497 0,497 0,497 x1 terhadap z 0,491 0,491 0,491 1ε 0,868 0,868 2 = 75,34 2ε 0,871 0,871 2 = 75,86 154 journal the winners, vol. 10 no. 2, september 2009: 148-155 berdasarkan hasil perhitungan secara keseluruhan, maka pengaruh variabel kualitas pelayanan (x1), promosi (x2) terhadap keputusan pembelian (y) serta dampaknya terhadap loyalitas pelanggan (z), maka dapat dijelaskan sebagai berikut. pertama, loyalitas pelanggan (z) dipengaruhi oleh kualitas pelayanan ritel (x1) secara simultan rsebesar 49,1% dan sisanya sebesar 50,9% dipengaruhi oleh variabel lain di luar penelitian ini. setiap penambahan nilai kualitas pelayanan sebesar 1, maka nilai loyalitas pelanggan akan meningkat sebesar 0,491. begitu pula sebaliknya, setiap penurunan nilai kualitas pelayanan sebesar 1, maka nilai loyalitas pelanggan akan menurun sebesar 0,491. kedua, keputusan pembelian (y) dipengaruhi oleh promosi (x2) secara simultan sebesar 49,7% dan sisanya sebesar 50,3% dipengaruhi oleh variabel lain di luar penelitian ini. setiap penambahan nilai promosi sebesar 1, maka nilai loyalitas pelanggan akan meningkat sebesar 0,497. begitu pula sebaliknya, setiap penurunan nilai kualitas pelayanan sebesar 1, maka nilai loyalitas pelanggan akan menurun sebesar 0,497. simpulan kualitas pelayanan mempunyai pengaruh yang signifikan terhadap loyalitas konsumen di gold’s gym thamrin city. dapat diartikan bahwa loyalitas konsumen gold’s gym thamrin city sangat dipengaruhi oleh kualitas pelayanan yang diterima konsumen. promosi mampunyai pengaruh yang signifikan tergahap pengambilan keputusan pembelian konsumen gold’s gym thamrin city. dapat diartikan bahwa pengambilan keputusan konsumen sangat dipengaruhi oleh promosi yang diadakan oleh gold’s gym thamrin city. kualitas pelayanan ternyata tidak memiliki pengaruh yang signifikan terhadap pengambilan keputusan pembelian pada konsumen gold’s gym thamrin city. dapat diartikan bahwa pengambilan keputusan pembelian konsumen gold’s gym thamrin city tidak dipengaruhi oleh kualitas pelayanan, dan promosi juga tidak berpengaruh signifikan terhadap loyalitas konsumen gold’s gym thamrin city. dapat diartikan bahwa loyalitas konsumen gold’s gym thamrin city tidak dipengaruhi oleh promosi yang dilakukan oleh gold’s gym thamrin city. daftar pustaka alma, b. (2005). manajemen pemasaran dan pemasaran jasa, cetakan ketujuh, bandung: alfabeta. bateson, j., and hoffman, d. (2001). services marketing: concepts, strategies, and cases, south western: mason, oh. griffin, j. (2005). customer loyalty: menumbuhkan dan mempertahankan kesetiaan pelanggan, jakarta: erlangga. kotler, p. (2003). marketing management, 11th ed., new jersey: prentice internasional, inc. kotler, p. (2005). marketing management, 11th ed., new jersey: pearson education inc. riduwan, k., dan achmad, e. (2007). cara menggunakan dan memaknai analisis jalur (path analysis), bandung: alfabeta. simamora, b. (2003). aura merek 7 langkah membangun merek yang kuat, jakarta: pt gramedia pustaka utama. dampak loyalitas .....(rudy aryanto; dkk) 155 sumarwan, u. (2003). perilaku konsumen, teori, dan penerapannya dalam pemasaran, edisi pertama, ghalia indonesia. supranto, j., dan limakrisna, n. (2007). perilaku konsumen dan strategi pemasaran untuk memenangkan persaingan bisnis, jakarta: mitra wacana media. tjiptono, f. (2005). brand management and strategy, yogyakarta: andy. umar, h. (2005). riset pemasaran dan perilaku konsumen, jakarta: pt gramedia pustaka utama. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 119 the winners, 21(2), september 2020, 119-128 doi: 10.21512/tw.v21i2.6797 the effect of ad content and ad length on consumer response towards online video advertisement djoko raditya1; willy gunadi2; dennis andariski setiono3*; jonathan andreas rawung4 1,2,3management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 4pt blue power technology, jakarta, indonesia centennial tower 12th floor, jl. gatot subroto jl. peltu rahmat sidup no. kav. 24 25, semanggi, jakarta selatan 12930, indonesia 1djo_raditya@yahoo.com; 2wgunadi@binus.edu; 3dennis.setiono@binus.ac.id; 4jonathan.rawung@binus.ac.id received: 13th november 2020/ revised: 27th november 2020/ accepted: 08th december 2020 how to cite: raditya, d., gunadi, w., setiono, d. a., & rawung, j. a. (2020). the effect of ad content and ad length on consumer response towards online video advertisement. the winners, 21(2), 119-128. https://doi.org/10.21512/tw.v21i2.6797 abstract the research aimed to determine the moderating effect of advertisement (ad) length on the relationships between ad content and the intention of skipping, as well as ad irritation. the research attempted to fill in the lacuna in the academic literature on the said issue. in doing so, it examined consumers' responses towards the consumers' intention of adskipping and irritation. the experimental research utilized four video ads with varying durations and containing both entertaining and boring content, with long and short ad length. the research sample comprised 120 respondents spend at least more than 1 hour online. the research employed convenience sampling and the method of univariate analysis of variance linear model. ibm spss statistics was used for data analysis. the results reveal that the content and length of an online video ad have a direct effect on consumers' ad irritation and intention of skipping. the research concludes that the perceived entertainment of an online video ad significantly affects consumers' intention of skipping and ad irritation. furthermore, the length of video ads has a major impact on their intention of skipping and ad irritation. keywords: ad content, ad length, consumer response, online video advertisement i. introduction ever since the introduction of the broadband internet and the widespread use of smartphones worldwide, especially during the mid-2010s, the number of internet users has soared. according to statista.com, as of october 2019, there were a total of 4,536 million internet users, an increase of 8% from 2018 to 2019. the number is expected to grow even higher with the current trend of global tech companies, such as google, which has expanded their sphere of influence worldwide. one of the most common online activities is video viewing from such websites as youtube. purposes for this activity vary, ranging from entertainment to education. anderson (2018) argues that watching videos on youtube helps relieve stress or escape from stressful day-to-day activities. however, being exposed to too many ads cause irritation towards the ad (zhou & xue, 2019). video platforms, such as youtube, has created a method to reduce the ad irritation caused by providing the option to skip the video ad to hopefully reduce their irritation towards the video-sharing site and purchase intentions (belanche, flavián & pérez-rueda, 2017). on the other hand, irritated viewers are more likely to avoid these video ads by clicking on the skip-ad button. a recent research based on a nationally representative sample finds that about two-thirds of viewers skip in-stream commercials. those who skip the ads are less likely to recall the brand or engage in search of advertising-related terms (manatt, 2017; pashkevich et al., 2012). previous research have examined the effectiveness of an online video ad is on a video sharing platform. however, only a few research have pinpointed the factors to why viewers skip online video ads and lead to ad irritation. the research analyzes the effects of ad content on a consumer's ad irritation and intention of skipping ads when moderated by ad duration. the research helps the marketer adapt their video ad to be more favorable towards consumers. furthermore, ducoffe (1996) supports this by saying 120 the winners, vol. 21 no. 2 september 2020, 119-128 that the attitude a consumer gives towards an ad is also affected by the entertainment and irritation value of the advertisement. this affects a consumer's intention towards the ad itself, which is a factor in consumer behavior and their response towards the ad. ducoffe (1996) develops three distinct factors that influence a viewer's attitudes towards online video ads. it proves that viewers' attitude towards an advertisement is determined by their perception of entertainment, informativeness, and irritation towards it. informativeness is usually defined as the advertising's ability to give viewers information about alternative product options (ducoffe, 1996). scholars use these factors to identify how effective an advertising model is on various platforms, such as facebook, for hotel reservations (hamouda, 2018), twitter (murillo, merino & núñez, 2016), youtube (yang et al., 2018), search engine (murillo, 2017), and others. it can be concluded that any uninteresting advertisement will be seen as irritating by consumers. ducoffe (1996) mentions that entertainment triggers positive emotions for consumers when they watch an ad. tsai and men (2017) has found the entertainment value to be a factor to promote engagement of an advertisement with consumers. entertainment attributes have a positive effect on the creation of advertising value (hamouda, 2018; núñez-barriopedro et al., 2019). advertising needs to entertain its consumers as it is believed that it can increase the effectiveness of the message as it can help catch consumers' attention (goodrich et al., 2015) and generate a positive attitude of the viewers (puwandi, 2019). there has been plenty of research regarding the correlation between the length of an ad and its effects. however, only a few have tackled the correlation between the length of an ad and its content (song et al., 2020; “mrc cross-media”, 2020). the most effective ad duration comprises six-seconds (fleck, 2018). jones (2016) finds that fifteen-second ads lead to the highest level of brand recall compared to thirty-second and longer ads. this is proven true as 40% of all online video ads have a fifteen-second duration, making it the most common video ad format (krizelman, 2019). short ads, which last around 6 seconds, are also preferred by brands as they realize that long ads are bothering customers in general. also, customers' tolerance for these long ads is getting shorter and shorter each passing day (“why you should be”, 2017), resulting in these ads being perceived negatively (herhold, 2018). however, consumers also feel annoyed towards ads that are too short (goodrich et al., 2015). based on these findings, consumers poorly receive thirty-second mandatory ads called "pre-roll" ads with regards to purchasing intention. instead, it can be assumed that it will cause irritation and a higher intention to skip, as today's viewers are likely to find ads with a length of 30 seconds or longer to be too long for an online video ad (wasserman, 2020). even though ads that last for too long are received negatively by consumers, when the main purpose or objective of the ad is to persuade consumers or to attract consumers to their brand, then ads that last longer are much more effective to deliver the message (li and lo, 2015). on the other hand, the perceived length of an ad may be subjective to different viewers (gesenhues, 2014); thus, figuring the ideal length for a video ad may prove challenging. campbell et al. (2017) find that consumers tend to find pre-roll ads or online video ads that play before their chosen video content to be much more intrusive than regular online video ads. this can perfectly describe the feeling of advertising intrusiveness, which negatively affects consumers' attitudes and intentions (mccoy et al., 2017; redondo et al., 2018; park et al., 2019) and lead to ad avoidance (chung, 2020). hence, intrusiveness in an ad can have a strong impact on marketing outcomes for marketers. as the length of an ad increases, waiting time will be longer, and thus perceived intrusiveness and irritation should rise as well. entertaining itself can be defined as being funny and enjoyable. it is an important factor in regard to an ad regardless of its form, as it can affect the perceptions of the value the advertising has (hamouda, 2018) and further supported by mahatmavidya and yasa (2020) that entertainment is an important factor when customers see ads. when an ad has a very high entertainment content, is very humorous, and can find a relatable way of delivering the advertisement to the customers, it is much easier for consumers to understand and enjoy it (giao and vuong, 2020; dehghani, 2016). this also lures consumers, as with the help of entertainment, they can feel enjoyment and fulfill their needs for enjoyment, emotional release, as well as a pleasure to experience the stories as unforgettable ones. it is mainly because consumers usually expect to see interesting and entertaining values from these ads, which normally involves a unique execution (such as its interactivity, appeals, and experience) on how they deliver the ad (zhang and mao, 2016). nevertheless, this kind of ad will mesmerize and retain the consumer's attention, encourage involvement, and take the stories in the ad with them. a previous research shows that entertaining ads are found to provide enjoyment and fun (shareef et al., 2018). by reversing this logic, it is assumed that the ads that are neither entertaining nor boring will make consumers feel irritated. the relationship between ad content and ad irritation appears strongest when the ad length is long. in contrast, the ad irritation appears lowest when the ad length is short. ad length thus has a moderating effect on ad irritation. the feeling of annoyance and irritation tends to happen when consumers feel that they have less control and freedom over the choices that they can make or have (amarnath & jaidev, 2020). this is true regarding online advertising that appears on video streaming websites and other social platforms. ducoffe (1996) states that consumers will be irritated with ads when it is perceived as annoying, offensive, or manipulative. as such, the perceived intrusiveness of an online video ad will cause consumers to feel irritated towards them. several research in the past also have found 121the effect of ad content and ad length on..... (djoko raditya, et al.) issues related to advertising irritation (kim, 2018; jeon et al., 2019; youn and shin, 2019; kempers, 2020). one of the many reasons for the occurrence of ad irritation is related to the characteristics of native advertising, which is a form of ad that matches the form and function of the platform it appears in (youn and kim, 2019). these kinds of ads have proven to create a strong negative perception from consumers, such as feelings of obstruction, restrain, irritation, and cluttering, which leads to the consumers wanting to avoid these ads even more. although the perceived irritation from advertising may differ from everyone, some individuals may not consider ads that are irritating to others to be irritating as it still makes sense to them not to consider it ridiculous, much more irritating (warren, barsky & mcgraw, 2018). cho (2004) supports this fact by pointing out that irritated viewers are highly likely to avoid commercials by clicking the skip-ad button. seyedghorban et al. (2016) also found that when a consumer is faced with obstructions to their goals, has bad experiences towards ads, and perceived ad clutter will lead to ad avoidance on the internet customer's cognitive, affective, and behaviors towards it. multiple research have studied advertising avoidance both in a traditional media environment and the online media environment (huh et al., 2015; vohra and bhardwaj, 2019). one of the many reasons that consumers avoid an ad is when they feel that the advertising is not relevant to them (li and huang, 2016) or when the advertising is perceived as being obstructive (jung et al., 2016). other research have suggested that the negative perception the ads received from users stems from the belief that these users feel their privacy on the internet is gone. the consumers believed that they are being targeted and tracked by these ads when they encounter an ad without their consent (lee and hong, 2016). therefore, consumers will avoid advertising whenever possible (dodoo & wen, 2019). a survey at statista also shows that 32% of the u.s. total consumers agreed that video ads on youtube are very annoying (“share of consumers”, 2019). this could explain the consumers' feeling of ad irritation and the high intention of skipping ads. they will do anything to avoid the video ad, which is stopping them from reaching their goal. concerning this, ads that cannot be skipped regardless of duration are the most hated type of video ads (willner, 2018), as it can generally be agreed that no customer would like to wait (hardisty & weber, 2020). however, it can be assumed that the perceived entertainment value of an ad will highly affect a customer's attitude and intention of skipping ads when they find it entertaining, regardless of the length of the ad. a delay to a consumer's desired content can be perceived as anticipation. when a consumer is anticipating a future positive outcome, it can be called savoring (chun et al., 2017). however, when a negative feeling is perceived while consumers are anticipating a positive outcome (e.g., seeing an online video ad before watching a chosen content), it is called impatience. as such, it can be considered that the intention to skip ad and ad irritation comes from a consumer's impatience to view their chosen content. as the length of an ad increases, the waiting time will increase. thus, perceived intrusiveness and irritation should also increase. with the increase of ad irritation, people will likely have more intention to skip the ads. this leads to viewers clicking on the "skip-ad button" as a form of "avoidance" or "escaping" the source of irritation (campbell et al., 2017). benes (2018) also supports this as 65% to 90% of consumers will skip video ads as soon as the option to do so is available. petrovici (2017) finds that consumers always perceive ads on the internet to be disruptive and considered to be an obstacle. the ads disrupt them from enjoying their chosen content, and this is further supported by a survey on youtube, google's videosharing platform. the survey shows that the biggest complaint on youtube content is the in-stream commercials (pashkevich et al., 2012). depending on the consumer's perception, video advertising that lasts for more than 15 seconds is irritating and is deemed too long, while those that last for 15 seconds or less are more acceptable and less irritable (gesenhues, 2014). as stated previously, the entertainment value of an ad will make it much more enjoyable to watch, thus leading to a lower intention of skipping ads even when the length of the ad is deemed to be extended. this creates a relationship between ad content, and the intention of skipping ads becomes strongest when the ad length is long. therefore, when the length of the video ad is perceived to be short, consumers will feel less irritated and thus have less intention to skip the ad. based on the previous research, it can be hypothesized that the length and content of an ad can affect the intention of skipping ads and the irritation of a viewer towards it. ii. methods hypotheses are tested through an experiment utilizing actual scenarios to see if the hypotheses are true. a website is prepared to accommodate a real video streaming experience similar to youtube and four ad videos with varying criteria. several manipulation checks surveys are conducted prior to the main experiment to ensure the participant perceived, comprehend, and reacted as expected of interest contained within the independent variable (hoewe, 2017). four separate manipulation checks are prepared, each with the four variables in them, to ensure that there is no comparison and bias from the participants. each manipulation check is distributed to different individuals without overlapping the different manipulation checks. 40 participants are gathered to proceed with the manipulation checks. the manipulation checks and the main experiment are conducted in a video streaming website similar to youtube. the manipulation checks were conducted from may 11th, 2020 to may 13th, 2020, and then 122 the winners, vol. 21 no. 2 september 2020, 119-128 the main experiment was proceeded from may 14th, 2020 until may 16th, 2020. using a convenience sampling method, the experiment and survey are conducted online using a google survey to determine the participants' behavior and preference regarding online video ads. the link to this survey is posted on our social media. these individuals are eligible if they use the internet regularly or spend at least one hour browsing the internet daily. according to cohen et al. (2007), experimental methodologies require at least 15 participants. however, 30 respondents are tested for each condition. a factorial design is used with two independent variables and two dependent variables, creating a 2x2 between the subject. therefore, a total of 120 participants is gathered for this experiment. the data are analyzed with spss using univariate analysis. the research aims to prove and show the importance of the relationship between ad content in an online video ad with the intention of skipping ads and ad irritation of the consumers. the research model is presented in figure 1. the questions used to determine the measurement of irritation are adopted from a 5-item scale of perceived irritation (li, edwards & lee, 2002). participants agree that the ad that they watched is: (1) irritating, (2) phony, (3) ridiculous, (4) stupid, or (5) terrible, on a 5-point scale anchored by "strongly disagree" (=1) and "strongly agree" (=5). in measuring the intention of skipping ads, the research adapts the measurement from shehu et al. (2016). the duration and content of an ad affect viewer's intention of skipping ads and ad irritation. thus, the hypothesis of this experiment is: h1: when an ad content is boring, consumers will be more irritated if the ad length is long compared to the shorter ad length. h2: when an ad content is boring, consumers will more likely have a higher intention of skipping ads if the ad length is long compared to the shorter ad length. the criteria have two categories, ad content (entertaining and boring) and ad length (short and long). to support this purpose, manipulation checks have previously conducted to determine our hypothesized criteria. four different video ads have been collected to support four criteria, in which boring ads are ad videos with awful and unclear humor. in contrast, entertaining ads are ad videos with funny or catchy humor. two ad lengths are also considered the short and long ones. furthermore, video ad can be detailed as provided: video 1: criteria: entertaining and long title: mcdonald's 2011 straws commercial 30 seconds url: https://www.youtube.com/ watch?v=x18o6fknusc video 2: criteria: boring and long (a) (b) notes: (a) experiment 1; (b) experiment 2 figure 1 research model 123the effect of ad content and ad length on..... (djoko raditya, et al.) title: iklan tecstar 30 detik.mpg url: https://www.youtube.com/ watch?v=obtrb5csw1c video 3: criteria: entertaining and short title: [ilm 2019] e-filing 15 detik url: https://www.youtube.com/ watch?v=wncpdbyhpje video 4: criteria: boring and short title: pepsi max tv commercial, "15 seconds" url: https://www.youtube.com/ watch?v=jfja8gxx1r4 as a result of the manipulation checks, four different video ads are the same perception and will be used for the main testing. the prepared website will act similarly to youtube with videos which attracts viewers. participants can access the videos through a direct link to a video, which will direct them to the ads. after each session, there will be questionnaires that they have to fill and answer about the details of their experience and their irritation about the ads, if any. to ensure that each condition receives the same number of respondents, the number of respondents is monitored to a certain threshold. after each condition has met its required number of samples, the condition will be adjusted and changed to another video ad. each respondent are collected by sharing them a link to the experiment website and questionnaires on social media, such as facebook and instagram. iii. results and discussions the criteria used for this research's demographic information include gender, age, occupation, and educational level. while the psychological information is gathered, the observation also covers the time they spent online and whether they use adblock. the gathered data are provided in table 1, which also includes the frequency and percentage of the responses. the majority of the respondents are 71,1% male, 54,5% of the respondents are under 24 years old, with 24,8% of their latest education level being bachelors. the age range of respondents may result from how accessible the internet is now due to the widespread use of technology, such as smartphones. the highest occupation among the respondents is employees at 39,7% and students at 31,4%, which may have stemmed from the fact that many employees and students work and study very closely to their computers and gadgets, allowing them to have more time surfing the internet or watching online videos compared to entrepreneurs and other jobs. the fact that 71,1% of them spend more than three hours on the internet supports this result. table 1 respondents profile variable description frequency percentage (%) gender male 86 71,1% female 35 28,9% age <24 y.o. 66 54,5% 25-42 y.o. 55 45,5% 43-55 y.o. 0 0,0% >56 y.o. 0 0,0% education level middle school 5 4,1% high school 30 24,8% diploma 1 0,8% bachelor 78 64,5% masters 7 5,8% doctorate 0 0,0% occupation student 38 31,4% employee 48 39,7% entrepreneur 18 14,9% other 17 14,0% time spent online/day <1 hour 5 4,1% 1 3 hours 30 24,8% >3 hours 86 71,1% do you use adblocker? yes 63 52,1% no 58 47,9% the research utilizes spss software and cronbach's alpha value to determine the reliability of its research results. to be classified as reliable, the values must be greater than 0,7 (nunnally, 1978). based on this reliability test, our results have passed the reliability test. a factor analysis is conducted to confirm each validity and each category's value, which must be 0,5 or greater. based on the data in table 2, each value's factor loading has passed the minimum mark of 0 kaiser-meyer-olkin (kmo), which also indicates a good value 0,844. it can also be observed that the alpha value is 0,917 on all five items, which pass the minimum value. aside from ad irritation, the research does not implement a validity test for the intention of skipping ads, and due to its value of only having one variable and it is impossible to conduct a validity check on it. to analyze the hypotheses, the univariate analysis of variance linear model is used to examine each dependent variable's mean value. these dependent variables are ad irritation and intention of skipping ads. based on table 3, the results of the means are labeled as content and length. in order to answer our hypothesis, the significance (sig) value must be below 0,005. 124 the winners, vol. 21 no. 2 september 2020, 119-128 in figure 2, based on the video ad's ad content, consumers are more irritated when they are exposed to long ads with either boring or entertaining ad content. however, they feel much more irritated when the ad content is boring. if both ad content and ad length are combined, as listed in table 3, ad content and ad length exceed the significance value, which means that our first hypothesis is not supported. this result contradicts shareef et al. (2018), which find that entertaining ads can provide enjoyment and fun when being received. seyedghorban et al. (2016) suggest that the consumers will tend to feel irritated towards the ads and will want to avoid the ad. especially when a consumer is faced with an obstacle that prevents them from reaching their goal, perceives negative feelings towards ads, and rather sees it as an ad clutter. the intention of skipping ads is also checked to answer the second hypothesis, as shown in figure 3. consumers tend to skip ads when it is boring. however, the intention of skipping ads is significantly lower when the ad is entertaining with a shorter length. this aligns with statement by belanche et al. (2017), where an entertaining short online video ad will cause consumers to have a lower intention of skipping. this may stem from the habit and attitude that consumers have towards in-stream ads in general. when a consumer is irritated towards an ad, they will immediately decide to skip it by habit. based on table 3, table 2 cronbach's alpha value and factor analysis ads irritation factor loading kmo alpha the advertising is irritating 0,820 0,844 0,917 the advertising is fake/phony 0,669 the advertising is ridiculous 0,898 the advertising is stupid 0,900 the advertising is terrible 0,904 figure 2 mean for ads irritation figure 3 mean for intention to skipping ads table 3 univariate analysis dependent variable: ads irritation and intention to skipping ads data source ad irritation intention of skipping ad mean f sig mean f sig content 31,212 34,525 0 38,533 36,028 0 length 32,865 36,354 0 34,133 31,914 0 content * length 0,33 0,37 0,848 9,633 9,007 0,003 sig value: < 0,005 125the effect of ad content and ad length on..... (djoko raditya, et al.) when both ad content and ad length are combined, the significance value is below the maximum. thus, h2 is supported. therefore, when tackling ad irritation and intention of skipping ads, advertisers should minimize the ad length to prevent ad avoidance. when the ad length is between 15 seconds and 30 seconds, our experiment shows that shorter length ads are less irritating. in contrast, when respondents are exposed to longer ads, they feel more irritated. gesenhues (2014) suggests that the feeling of irritation felt by most consumers is a result of them having to wait and sit through for the duration of the in-stream commercials. this causes them to feel irritated, thus, more likely to skip or avoid these commercials by clicking the skip-ad button present (cho, 2004; edwards et al., 2002). as such, shorter ads with a high entertainment value will be more acceptable. on the other hand, when the ad length is deemed to be short, consumers show a lower intention of skipping. this may relate to our previous statement; if consumers are given a reason to wait, they would be less irritable, and when the entertainment content of a video ad is deemed adequate, consumers will show a lower intention of skipping the ads. iv. conclusions based on the experiment results, it can be concluded that ad content insignificantly affects a consumer's ad irritation. although several research show that ad irritation has been proven invalid (murillo et al., 2016, hamouda, 2018), it is proven that in the context of an online video ad, ad irritation has a negative influence on consumers' attitudes (more or less 28%). entertainment or enjoyment can be described as a feeling where consumers are invested and engaged in the stream of feelings from the characteristics and sensory cues that seek fun, which are arousing and enjoyable (pee et al., 2019). however, the research shows that the entertainment element is not a significant factor in online video ads. based on our experiment, an ad's content has not taken a significant role to make people skip our video ads instead of seeing them. however, when video ads are entertaining and the length is short, people tend to watch the ads. moreover, the respondents tend to skip the ad regardless of whether the ad is boring or entertaining. this aligns with previous research by doodoo and wen (2019), which suggested that consumers will avoid advertising whenever possible. as such, the research would be able to contribute to the theoretical discussion of the impact of ad irritation and intention of skipping by examining two factors that are unique to online video ads: the ad content and ad length. as shown in the current research, the different combinations of these two attributes can reduce or increase the ad irritation and intention of skipping ads. after conducting the analysis, more companies have developed their marketing strategies even around online video ads. this includes ads in social media, video sharing or streaming websites, and more. as for how a company approaches and places their product or brand in different platforms such as in online media, this may benefit the company compared to using a traditional advertising media. the reason is that it could integrated brands with its environment that enables consumers to have a high involvement with the brand and real-time constructive brand image (vashisht & sreejesh, 2015). the research shows that online advertising is a useful tool to increase a customer's awareness about a particular product, service, brand, and the market. by using online video ads, as it can deliver interaction, information and is easily accessible. dehghani et al. (2016) state that entertainment itself is an independent variable that could have a significant and positive influence on the perceived value of an ad for a customer. as seen in the previous discussion, consumers will still have a high intention of skipping ads due to the ad length whether it is entertaining or boring. this is supported by the previous research, which suggests longer ad video will keep or stall users away from their supposed goal for a set period, potentially making the consumers perception of the ad to be negative and see the ad as being intrusive, which then affects the consumer's attitude and intention towards the ad (mccoy, 2017). furthermore, the intrusive nature of an ad can be seen as the ad interrupting the fluent flow of a media environment where such advertising appears in (jankowski & lewandowska, 2017). the research shows that advertisers should highlight the importance of having short ads as the main aspect of online video ads. this is to prevent the intention of skipping ads and ad irritation. therefore, it could be challenging as an ad is supposed to not only be short but also deliver the message effectively. there are two limitations concerning this research and its experiment. first, as this experiment is done on a website that have been specifically prepared for it, there is a possibility that the consumers may react differently. another limitation that this research is that the nature and characteristic of the ad will also be different, depending on the product or service advertised in online video ads. the research mainly focuses on food and beverage ads, so consumers' responses towards different products from different industries or services may also differ. several suggestions are provided for future research to tackle this issue. one of them is the use of ad during the experiment, as the ad's content may have affected the participants' intention of skipping ads. for future research, it is suggested the video ad is limited to only using two contents with different lengths to determine whether the same ad would have a different result (i.e., one soda ad with two different lengths). additionally, there might be different results based on the type of ad (i.e., food & beverage, products & services). thus, the result may vary depending on the product category. to be more specific, a consumer's 126 the winners, vol. 21 no. 2 september 2020, 119-128 level of involvement depends on the product category and may result in different results and behavior (cruz, leonhardt & pezzuti, 2017). a positive correlation might occur when a certain degree of consumer involvement correlates with the ad's effectiveness (soliha & widyasari, 2018). more in-depth research may be needed to determine measurements to accurately examine the intention of skipping ads in online video ads. factors such as consumers' habits and the chance that they may have seen the ad prior could influence their intention of skipping the ads. future researchers may implement an eye-tracking method to see how long a consumer focuses on the ad before feeling irritated or show intentions of skipping. this may help examine the kind of entertainment value that is effective for consumers. references amarnath, d. d., & jaidev, u. p. 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(2019). in-feed native advertising on news websites: effects of advertising format, website reputation, and product involvement. journal of internet commerce, 18(3), 270-290. https://doi.org /10.1080/15332861.2019.1586361. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 155 the winners, 22(2), september 2021, 155-161 doi: 10.21512/tw.v22i2.7072 effect of debt default, disclosure, and financial distress on the receiving of going concern audit opinions ari tihar1*; indriani puspita sari2; bambang leo handoko3 1,2,3accounting department, faculty of economics and communication, bina nusantara university jl. k. h. syahdan no. 9, palmerah, jakarta 11480, indonesia 1aritihar06@gmail.com1; 2indrianipuspita28@gmail.com; 3bambang_lh@yahoo.co.id received: 18th february 2021/ revised: 07th april 2021/ accepted: 12th april 2021 how to cite: tihar, a., sari, i. p., & handoko, b. l. (2021). effect of debt default, disclosure, and financial distress on the receiving of going concern audit opinions. the winners, 22(2), 155-161. https://doi.org/10.21512/tw.v22i2.7072 abstract the research aimed to investigate the impact of debt default, disclosure, and financial distress on the acknowledgment of going concern audit opinion in manufacturing companies. the research applied a quantitative type of data complimented with secondary data retrieved from the official website of indonesia stock exchange. data obtained from purposive sampling method with 108 samples, consisting of 36 manufacturing companies listed on the indonesia stock exchange in 2016-2018. the research used a logistic regression as data analysis method with several statistical tests which included descriptive statistics, multicolinearity, fit test goodness, etc. the results show that only financial distress influences the acknowledgment of going concern audit opinion, while other independent variables such as debt default and disclosure do not affect the acceptance of going concern audit opinion. the research is limited since it only refers to the manufacturing industry sector. therefore, it is suggested that future research expand the scope by obtaining more firms’ sample from industrial sectors and using other independent variables to achieve a more accurate results. keywords: debt default, disclosure, financial distress, going concern audit opinion i. introduction each entity has a purpose in carrying out its activities, especially regarding the goal of going concerned. companies are considered significant for the world’s economy, which act as a provider of goods and services to society. companies are required to maintain the continuity of their business in order to avoid bankruptcy. one of the foremost vital things in maintaining the company's business continuity is by presenting information about its condition through financial reports made by management regularly as a form of accountability to shareholders and interested parties (stakeholders). financial reports are increasingly reliable, and fairness can be trusted if they have gone through the audit process. the role of the auditor, in this case, is as an independent body that provides audit services, which ultimately can provide an opinion on the financial statements of a company. besides, when the company’s financial condition is dubious, speculators anticipate evaluators to allow an early caution of its monetary disappointment. saputra and kustina (2018) argue that the going concern audit opinion of an entity is one thing that underlies investors in making investment decisions and creditors in lending funds to obtain profits from the activities. going concern opinion is an explanation given by the auditor, where there is a noteworthy vulnerability or failure regarding the company’s survival in the future (defond & zhang, 2014). to ascertain whether the company has a going concern, the auditor critically evaluates the planning carried out by management. in practice, going concern is a complicated matter so such factors are required as definite benchmarks to determine the company’s going concern status. in 2013 to 2018, pt bakrie sumatera plantations tbk (pt bsp) received a going concern opinion from kap y santosa and partners. the acceptance of a going concern opinion by pt bsp is due to losses that are repeatedly experienced from business activities, which causes the total short-term consolidated liabilities to exceed the total current assets of the consolidated. besides, in 2016 and 2017, pt bsp also experienced defaults based on specific loan agreements. in 2018, pt bsp has postponed the payment of specific loan principal and/or interest at maturity since the business group was restructuring its loans at that time. 156 the winners, vol. 22 no. 2 september 2021, 155-161 one of the aspects of assessing a company's viability is its failure to pay its debt obligations (debt default). according to standard on auditing (sa) 570 (2013), going concern assumption includes the company’s failure to pay off its commitments to lenders concurring to the due date, and the failure to comply with the terms of the credit ascension causing questions around a substance. chen and church (1992) define debt default as the failure of the debtor (company) to pay its principal and/or interest at maturity. the debt default status may increase auditors' possibility to give an early warning by issuing a going concern opinion. disclosure of information by management is an essential factor for auditors in providing going concern opinion. information regarding management's plans in overcoming company problems and resolutions will become the auditor's consideration before giving a going concern statement to the company. johnstone, gramling, and rittenberg (2016) explain that the auditor's report includes basic financial statements, including balance sheets, income statements, cash flow statements, shareholder equity changes, and related notes. if the auditor determines that the informative disclosure is inadequate, the auditor will identify the fact in the audit report. in assessing the disclosures of financial statements, the auditor has confidence that events and transactions have occurred, and are related to the entity. all disclosures should be stated as included: 1) users of financial statements can understand disclosures; 2) information is disclosed accurately and appropriately. the central aspect of predicting a company's viability is assessing its operating conditions, which are determined by the company's revenue. if there is a possible problem with the company's revenue, the prediction is that the company will not operate properly. companies that are not operating well may indicate to be experiencing financial distress. financial distress is a condition in which the company’s money related condition amid a particular period comes about in negative net benefit, and the company’s working cash stream is inadequate to progress. investors and creditors need to know their financial health condition when they want to make investment and credit decisions. besides, as outsiders, they must know the company's development to secure the investment that has been made. predictions of financial distress and bankruptcy can be analyzed from its financial statements by developing its financial ratio analysis (ritonga & putri, 2019). however, in indonesia, there are still few companies that realize the importance of this. most companies restructure their companies both internally and externally after the bankruptcy. not many company management has prevented the company from the risk of bankruptcy. this consider proposes to reconfirm the components that influence the acknowledgment of going-concern audit opinion due to inconsistencies in previous research results. in the research, the sample used is a manufacturing company as one of the critical sectors and the largest contributor to establish national economic growth. thus, the research objects are manufacturing companies listed on the indonesia stock exchange in 2016-2018. the research aims to: 1) determine the effect of going concern audit opinion acceptance of debt defaults in manufacturing companies; 2) determine the effect of disclosure on going concern audit opinion acceptance in manufacturing companies; and 3) identify financial distress's effect and acceptance of the audit opinion on going concerns in manufacturing companies. based on agency theory, the principal assesses the agent's performance using the auditor to determine the company's state. the first essential factor in measuring a company's financial health is examining company debt by an external auditor (saputra & kustina, 2018). more abundant company's debt will lead the company to an operating losses, which affects its ability to fulfill its principal and interest obligations (dewi & latrini, 2018). suppose the company fails to pay its debt (debt default), in that case, the company's sustainability will be doubted. the possibility of giving a going concern audit opinion will be even more significant, and investment by outsiders will decrease (harris & merianto, 2015). based on the description, the following hypothesis can be formulated: h1: debt default has a positive and significant effect of ongoing concern audit opinion acceptance. based on agency theory in jensen and meckling (1976), the relationship between principals and agents leads to unbalanced information conditions since agents have more information about the company than principals. harris and merianto (2015) state that one of the principal's efforts to find out information is by having an auditor as a third party to disclose the company. any accounting information in financial statements is often used as a basis for consideration by certain parties involved in the contract. the company's broader disclosure will provide additional evidence to the auditor to ensure that the company experiences survival problems to consider issuing a going concern audit opinion (verdiana & utama, 2013). based on this portrayal, the hypothesis can be defined: h2: disclosure has a positive and significant effect of ongoing concern audit opinion acceptance. agency theory makes the auditor an independent third party in assessing management strategies to overcome financial distress (jensen & merkling, 1976). altman (1968) has conducted a research to find a prediction model for bankruptcy in the period before bankruptcy occurs. the prediction model used is based on the company's financial distress. financial distress conditions indicate that the company is dealing with financial problems. if the z-score is low, it is more likely that the company will receive a going concern audit opinion. on the contrary, if the z-score is high or the company's financial condition is getting better, the 157effect of debt default.... (ari tihar, et al.) auditor will less likely to issue a going concern audit opinion. based on this description, the hypothesis can be formulated: h3: financial distress has a negative and significant effect of ongoing concern audit opinion acceptance. ii. methods the research takes a population of manufacturing firms listed on the indonesia stock exchange (idx) for the 2016-2018 period that publish audited financial reports. the type of data is quantitative with secondary data sources obtained from the indonesia stock exchange's official website. the research sample uses a purposive sampling by determining five criteria, namely: 1) a manufacturing firm listed on the indonesia stock exchange (idx) and publishes complete audited financial reports during the observation period, i.e., 2016-2018; 2) excluding newly listed companies (ipo) on the indonesia stock exchange during the observation period, i.e., 2016-2018; 3) manufacturing firms that were not out (delisted) from the idx during the observation period, i.e., 2016-2018; 4) manufacturing firms that present their financial statements using the rupiah exchange rate indonesian rupiah (rp); 5) manufacturing firms that experience negative current year net income for at least one period during the 2016-2018 observation year. data analysis uses a logistic regression. this method is used since going concern audit opinion as the dependent variable is dichotomous. some of the statistical tests used are descriptive statistics, multicollinearity, fit test goodness, overall model fit, classification matrix, coefficient of determination, and hypothesis using logistic regression. testing in the research is carried out using spss version 26. iii. results and discussions the population is manufacturing firms listed on the indonesia stock exchange in 2016-2018. due to the period of that year, there were many cases of giving going concern opinion on the company's financial statements. the test choice handle based on foreordained criteria is displayed in table 1. descriptive statistical analysis provides an outline or portrayal of information appeared within the mean, standar deviation, maximum, and minimum value of each variable (sugiyono, 2019). based on the descriptive-analytical test, it can be stated that the variable going concern audit opinion is measured based on the dummy variable. of the 108 samples tested, the minimum value generated is 0, which explains the firms that receive non-going concern audit opinion. the maximum value is 1, which describes the companies that receive going concern audit opinion. the resulting average value for going-concern audit opinion acceptance is 0,19, and a standard deviation is 0,390. next, the debt default variable is measured by a dummy variable, table 1 sample selection (purposive sampling) criteria total a manufacturing firm listed on the indonesia stock exchange (idx) and publishes complete audited financial reports amid the perception period, i.e., 2016-2018 168 newly listed companies (ipo) on the indonesia stock exchange amid the perception period, i.e., 2016-2018 25 manufacturing firms that were not out (delisted) from the idx amid the perception period, i.e., 2016-2018 0 manufacturing firms that present their financial statements using the rupiah exchange rate (rp) (30) manufacturing firms that experience negative current year net income for at least one period amid the 2016-2018 the perception year 36 source: researcher table 2 descriptive statistics test results n min. max. mean std. dev gco 108 0 1 0,19 0,390 dd 108 0 1 0,42 0,495 dis 108 0,9 1,0 0,997 0,0165 fd 108 -10,65 185,67 45,44 2.269,160 note. gco: going concern opinion; dd: debt default; dis: disclosure; fd: financial distress source: output spss 26.0 158 the winners, vol. 22 no. 2 september 2021, 155-161 categorized based on the current ratio. the minimum value of the 108 samples tested is 0. it means that the firm has no problem fulfilling its obligations. it is not categorized as a default status. it has a maximum value of 1, which means that the company may have problems fulfilling its obligations to be categorized in default. this variable has an average value of 0,42, which means that 42% of the 108 samples, namely 45 samples, are categorized as default, while the other 63 samples are not categorized as default status. the resulting standard deviation is 0,495. disclosure variables are measured using the scoring method with the disclosure index determined by the otoritas jasa keuangan/ojk (financial services authority of indonesia). the company that had the least disclosure was sunson textile manufacturer tbk in 2016-2018, with information disclosure of 90%. the disclosure variable that has been studied has an average of 0,997 out of 108 samples. it indicates that 99,7% of the samples have disclosed the information determined by the ojk. the resulting standard deviation value is 0,0165. finally, the financial distress variable is measured using the altman revised z-score ratio. of the 108 samples tested, the minimum value produced is -10,65, tiga pilar sejahtera food tbk's value in 2017. the maximum value is 185,67, which is the value of inti agri resources tbk in 2017. financial distress has an average value of 4,5444, which means that the average sample is in a safe area with a standard deviation value of 22,69160. the multicollinearity test is conducted to detect any correlation between the independent variables in the regression model. expressed free of multicollinearity refers to the tolerance value and variance inflation factor (vif). a tolerance value ≤ of 0,10 and vif ≥ 10 show that there is an indication of multicollinearity. a tolerance value ≥ of 0,10 and vif ≤ 10 represent no indication of multicollinearity. table 3 multicollinearity test model collinearity statistics tolerance vif 1 debt default 0,963 1,039 disclosure 0,979 1,022 financial distress 0,983 1,018 source: output spss 26.0 based on table 3, each independent variable has a tolerance value ≤ 0,10, debt default of 0,963, disclosure of 0,979, and financial distress of 0,983. the test results show that the three independent variables are not correlated, so there is no multicollinearity in the regression model. furthermore, relating to the vif value, the three independent variables are debt default of 1,039, disclosure of 1,022, and financial distress of 1,018. the three independent variables have a vif value of less than 10. test results indicate that the three independent variables are not correlated, so there is no multicollinearity in the regression model. the regression model's feasibility is assessed using the hosmer and lemeshow's test to examine that the empirical data matched the model to be declared fit. the null hypothesis (h0) is rejected if the hosmer and lemeshow's test's significance level is equal to or less than 0,05, which means a significant difference between the regression model and its observation value. the null hypothesis (h0) is accepted on the antithesis if the hosmer and lemeshow's test's significance level is more significant than 0,05, meaning that the regression model can predict its observation value well. table 4 goodness of regression model hosmer and lemeshow test step 1 chi-square df sig 7,083 8 0,528 source: output spss 26.0 table 4 results from the regression model's feasibility test using the hosmer and lemeshow's test table. it can be seen that the calculated chi-square value is 7,083, with a significance value of 0,528. compared to the significance level of the model's feasibility test, 0,528 is more significant than α (0,05). from the results of these comparisons, it can be concluded that h0 is accepted, which means that the regression model is fit and can be interpreted. overall model fit is done by comparing the value between -2 log-likelihood (-2ll) at the beginning (block number = 0) with the -2 loglikelihood (-2ll) value at the end (block number = 1). if there is a decrease in -2 log-likelihood or the -2 log likelihood value (block number = 0) is more significant than -2 log-likelihood (block number = 1), it means the whole model shows a good fit. table 5 comparison of -2 log-likelihood (block number = 0) and -2 log-likelihood (block number = 1) -2 log-likelihood block 0 103.500 block 1 60.573 source: output spss 26.0 table 5 compares the -2 log-likelihood value (block number = 0) with the -2 log-likelihood value (block number = 1). table 5 shows that the regression model, which initially had a value of -2 log-likelihood 159effect of debt default.... (ari tihar, et al.) 103,500 decreases by 42,927 after inputting three independent variables to 60,573. the test aims to test whether the hypothesized model is suitable or fit with the data or not. in the research, the decline in value that occurs shows that the fit model gets better after adding the model's independent variables. the determination coefficient test aims to determine how much the combination of the independent variables, i.e., debt default, disclosure, and financial distress, can explain the dependent variable are going concern audit opinion. table 6 the coefficient of determination model summary step -2 log likelihood cox & snell r squared nagelkerke r squared 1 60,573a 0,328 0,532 note. a: estimation terminated at iteration number source: output spss 26.0 table 6 shows that the -2 log-likelihood model test results in 60,573 of the coefficient of determination seen from the nagelkerke r squared of 0,532 (53,2%) and the cox & snell r squared value of 0,328 (32,8%). it means that the independent variable debt default, disclosure, and financial distress can explain the dependent variable's variation going concern audit opinion by 53,2%. in comparison, other factors explain 46,8% of the dependent variable's variability outside of this research. table 7 classification matrix test results predicted gco % correct ngco gco step 1 gco ngco 86 2 97,7 gco 11 9 45,0 overall percentage 88,0 noted. gco: going concern opinion; ngco: non going concern opinion source: output spss 26.0 the classification matrix test aims to analyze the logistic regression model's accuracy in predicting the acceptance of going-concern audit opinion. table 7 shows that the logistic regression model can predict 97,7% as a firm that does not receive a going concern audit opinion. meanwhile, the nine sample data firms that receive going concern audit opinion state that the logistic regression model could predict 45% as firms that received going concern audit opinion. overall, the regression model's predictive power can predict the probability of going concern audit opinion acceptance of 88%. the logistic regression test method is used to test the regression coefficient. table 8 presents an overview of the logistic regression results. table 8 testing using logistic regression b sig. step 1 debt default 0,269 0,718 disclosure 147,823 0,999 financial distress -1,202 0,000 constant -148,931 0,999 source: output spss 26.0 the test outcomes on the regression coefficient produce the following logistic equation: ogc = -148,931 + 0,269 dd + 147,823 d – 1,202 fd (1) hypothesis testing is done using logistic regression to examine the correlation between the dependent variable, going concern audit opinion with the independent variables, i.e., debt default, disclosure, and financial distress. this test compares the value of the significance level of the logistic regression test results with the error rate (α) = 5%. suppose the significant result is smaller than the error rate (sig <α), then h0 is rejected since this variable is considered to have a significant effect (ha accepted). conversely, suppose the significant result is greater than the error rate (sig> α), in that case, h0 is accepted because it can be concluded that the variable does not have a significant effect (ha is rejected). based on table 8, each independent variable can be interpreted as affecting the acceptance of going-concern audit opinion. a constant of -148,931 means that if the independent variable's coefficient is ignored, the probability of a company receiving a going concern audit opinion will decrease by 148,931. the debt default variable shows a positive direction of 0,269. however, since the significance value of the debt default variable is 0,718 and above 0,05 (5%), it can be concluded that the debt default variable does not affect going concern audit opinion acceptance. therefore, the h1 hypothesis is rejected. disclosure variable shows a positive direction of 147,823. however, since the significance value of the disclosure variable is 0,999 and above 0,05 (5%), it can be concluded that the disclosure variable does not affect going concern audit opinion acceptance. therefore, the h2 hypothesis is rejected. the financial distress variable shows a negative direction of 1,202, with a significance value of the financial distress variable is 0,000, below 0,05 (5%). 160 the winners, vol. 22 no. 2 september 2021, 155-161 it can be concluded that the financial distress variable affects the acceptance of going concern audit opinion. thus, the hypothesis h3 in the research is accepted. debt default is a condition of a firm that fails to pay its principal debt and/or interest at maturity. in the research, debt default is proxied using dummy variables, categorized based on the value of the firm's current ratio. based on the results of hypothesis testing in table 8, it is known that the debt default variable shows a positive direction of 0,269 with a significance value of more than 0,05, namely 0,718. it can be concluded that this independent variable does not significantly affect going concern audit opinion acceptance, but has a positive influence on audit opinion acceptance. these results indicate that a firm with a debt default status or has failed to pay its maturing obligations and interest can increase the risk of doubts about business continuity and acceptance of going concern audit opinion. the research results contradict research conducted by harris and merianto (2015), dewi and latrini (2018), and read and yezegel (2018). however, it is in line with ritonga and putri's research (2019) which affirms that debt default negatively affects going concern audit opinion acceptance. when reviewing samples from 2016-2018 pt jakarta kyoei steel works tbk and 2017 and 2018 pt langgeng makmur industri tbk, the two samples have a current ratio value of ≥ 1. it is indicated that they do not experience debt default, but still receive an audit opinion going concerned. the research results do not prove that the debt default variable significantly affects accepting a going-concern audit opinion. researchers argue that auditors providing a going concern audit opinion are not only based on debt defaults, but are more likely to see the company's ability to pay its general obligations. disclosure is the explanation on the acceptance of information by the company. disclosure is measured using the scoring method with the annual report item disclosure index that the ojk has regulated. based on the logistic regression testing results, the disclosure variable got a significance level of 0,999 and a coefficient of 147,823, which illustrates that disclosure does not significantly affect going concern audit opinion, but has a positive effect on the going concern audit opinion acceptance. the research results do not support research conducted by harris and merianto (2015), achyarsyah (2016), saputra and kustina (2018), and jamaluddin (2018). however, it supports yaqin and sari (2015) research, which states that disclosure does not affect the acceptance of going concern audit opinion, but has a negative effect on going concern audit opinion acceptance. the research explains how much disclosure will not make the company avoid giving going concern audit opinion. excessive disclosure creates a wrong impression as the level of disclosure is too large. the research has a disclosure average of 99,7%, which describes the company's compliance in disclosing information. when viewed from the sample in 2016-2018, pt sunson textile manufacturer tbk has the lowest disclosure level, but does not accept going concern audit opinion. meanwhile, companies that receives a going concern audit opinion included: 1) pt tiga pilar sejahtera food tbk, 2) pt central proteina prima tbk, 3) pt panasia indo resources tbk, 4) pt intikeramik alamsari industri tbk, 5) pt jakarta kyoei steel works tbk, 6) pt kertas basuki rachmat indonesia tbk, 7) pt langgeng makmur industri tbk, and 8) pt asia pacific investama tbk, have an adequate level of disclosure. so that in this study, the disclosure variable does not have a significant effect on the acceptance of going-concern audit opinion. financial distress is an indication of a company's bankruptcy. in explaining the level of distress, this study uses the altman revised z-score model. based on the results, hypothesis 3 declares that the financial distress variable affects the going concern audit opinion acceptance. based on the results of hypothesis testing (see table 8), it is known that the financial distress variable has a significance value of 0,000 which is lower than α and the variable coefficient value is -1,202. the regression results can be concluded that the financial distress variable has a significant negative effect on ongoing concern audit opinion acceptance. this negative effect means that the relationship between the z-score value and the acceptance of going concern audit opinion is inversely proportional. the smaller the z-score of the firm, the more likely the firm will be concerned about audit opinion and vice versa. the research results are not in line with the research conducted by listantri and mudjiyanti (2016). however, the research is consistent with achyarsyah (2016), saputra and kustina (2018), dewi and latrini (2018), jamaluddin (2018), read and yezegel (2018), and ritonga and putri (2019) which state that that the financial distress variable has a negative and significant effect ongoing concern audit opinion acceptance. ritonga and putri (2019) state that a good firm condition indicates that the firm can continue its business in the future, so it is unlikely that the auditor will give a going concern audit opinion. on the other hand, a company whose financial condition is terrible indicates that the company is experiencing uncertainty in running its business in the future. it is more likely that the auditor will give a going concern audit opinion. one of the variables reviewed from the sample, namely in 2017 pt tiga pilar sejahtera food tbk has the lowest z-score value, namely -10,65. it is categorized into distress areas and received going concern audit opinion. meanwhile, in 2017 pt inti agri resources tbk has the highest z-score, which is 185,67, so it could be categorized into safe areas which do not accept going concern audit opinion. agency theory assumes that humans prioritize personal interests (self-interest). this causes agents not always to act according to the principals' wishes, so 161effect of debt default.... (ari tihar, et al.) it may increase agency conflicts (jensen & merkling, 1976). agency conflicts that occur between agents and principals can be reduced by the presence of a third party, which is an independent auditor. auditors can bridge the interests of agents and principals, especially in evaluating client business risks and assessing the feasibility of management strategies in overcoming financial distress, so this can reduce the acceptance of going concern audit opinion. iv. conclusions it can be concluded that the debt default and disclosure variables do not have a significant effect on ongoing concern audit opinion acceptance with a positive coefficient value. the financial distress variable has a significant negative effect on the ongoing concern audit opinion acceptance. several implication can be concluded for investors to consider more about accepting going concern audit opinion from the auditor to the firm in making investment decisions. for business management, it is expected that they recognize signs of business bankruptcy early to immediately take policies to solve the problem and avoid receiving a going concern audit opinion. for the auditors, it is hoped that they will be able to develop further consideration of conditions that may affect the company's business continuity, both financial and nonfinancial conditions. the limitation of the research only refers to the manufacturing industry sector. future research is expected to expand the research scope by increasing firms' sample from several industrial sectors, extending the research period, and using other independent variables such as non-financial ratios and other financial ratios. therefore, research results are more accurate to continue growing. references achyarsyah, p. 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(2015). pengaruh debt default, disclosure, opini audit tahun sebelumnya, ukuran perusahaan, dan opinion shopping terhadap penerimaan opini audit going concern, diponegoro journal of accounting, 4(4), 298-308. jamaluddin, m. (2018). the effect of financial distress and disclosure on going concern opinion of the banking company listing in indonesian stock exchange. international journal of scientific research and management, 6(1), 64-70. https://doi.org/10.18535/ ijsrm/v6i1.em10. jensen, m. c and meckling, w. h. (1976). theory of the firm: managerial behavior, agency costs and ownership structure. journal of financial economics, 3(4), 305-360. https://doi.org/10.1016/0304405x(76)90026-x. johnstone, k. m., gramling, a. a., & rittenberg, l. e. (2016). auditing: a risk-based approach to conducting a quality audit (10th ed.). boston: cengage learning. listantri, f. & mudjiyanti, r. (2016). analisis pengaruh financial distress, ukuran perusahaan, solvabilitas, dan profitabilitas terhadap penerimaan opini audit going concern. jurnal manajemen dan bisnis media ekonomi, 16(1), 163-175. read, w. j. & yezegel, a. (2018). advances in accounting going-concern opinion decisions on bankrupt clients: evidence of long-lasting auditor conservatism ? advances in accounting, 40, 20-26. https://doi. org/10.1016/j.adiac.2017.12.004. ritonga, f. & putri, d. f. s. (2019). debt default dan financial distress sebagai determinan penerimaan opini audit going concern. jurnal sains manajemen & akuntansi, 11(1), 1-32. https://doi.org/10.37151/ jsma.v11i1.22. saputra, e. & kustina, k. t. (2018). analisis pengaruh financial distress, debt default, kualitas auditor, auditor client tenure, opinion shopping dan disclosure, terhadap penerimaan opini audit going concern pada perusahaan manufaktur yang terdaftar di bursa efek indonesia. krisna: kumpulan riset akuntansi, 10(1), 1-10. https://doi.org/10.22225/ kr.10.1.%25y.51-62. standard on auditing (sa) 570 (revised), going concern. (2013). http://kb.icai.org/pdfs/ pdffile5b3b56f75d65b6.04883715.pdf sugiyono. (2019). statistika untuk penelitian. bandung: alfabeta. verdiana, k. a. & utama, i. m. k. (2013). pengaruh reputasi auditor, disclosure, audit client tenure pada kemungkinan pengungkapan opini audit going concern. e-jurnal akuntansi, 5(3), 530-543. yaqin, m. a. & sari, m. m. r. (2015). pengaruh faktor keuangan dan non keuangan pada opini audit going concern. e-jurnal akuntansi, 11(2), 500-514. microsoft word 01_haryadi sarjono_setting.doc using eva method .....(haryadi sarjono) 1 using eva method to assess achievement of bej registered retail trade company haryadi sarjono management department, economic and business faculty, bina nusantara university jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480, indonesia haryadi_s@binus.edu abstract this research aims to evaluate the the achievement in terms of the company finance, on whether it adds value or not to shareholders and investors) in generating profit on top of used capital or normally mentioned as the method of eva. this research was carried out against 10 retail trade companies that registered in bej during the finance year of 2005 by using the documentary or secondary data obtained from the centre of the pasar modal reference (prpm) in the building of bursa efek jakarta (bej). evaluation results suggested 6 companies for future investment. keywords: eva method, the achievement, retail company, jakarta stock exchange abstract penelitian ini bertujuan untuk mengkaji kinerja atau pencapaian dalam lingkup finansial perusahaan, apakah menambah nilai bagi para pemilik saham dan investor dalam menghasilkan keuntungan di atas modal yang digunakan atau umumnya disebut metode eva. penelitian ini dilaksanakan terhadap 10 perusahaan dagang ritel yang terdaftar di bej selama tahun financial 2005 dengan menggunakan data documenter atau sekunder yang didapat dari pusat referensi pasar modal (prpm) yang berada di bangunan bursa efek jakarta. hasil pengkajian menyarankan investasi untuk 6 perusahaan. kata kunci: metode eva, kinerja/pencapaian, perusahaan ritel, bej 2 journal the winners, vol. 10 no. 1, maret 2009: 1-9 introduction background each company aims to have long-term investments, in order to obtain the profit for the company. task given by the management to the company is to maximize the value of the company and therefore maximizing wealth of shareholders. if a company wishes to invest, the recovery rate that will be received from this investment must give a bigger value than the initial investment, and therefore the objectives set by the company could be reached in obtaining maximum profit. until now the method used in analyzing achievement of the company is by knowing the ratio of finance, such as return on assets, return on equity and the margin profit. this approach has for a long time been utilised by the analysts, due to simplicity in calculation and easy to understand. however in the evaluation of the achievement of finance should not see just how far the level of the profit received by a company, but also see whether this company received bigger profit than used capital. economic value added (eva) is an indicator from an investment that simply could be interpreted as the operation profit after the tax (after tax operating income) that deducted with total capital cost (the total of cost of capital), where the total cost was counted by means of multiplying level of the capital cost with total invested cost. research problem based on the background analysis, several problems are discussed in this research, namely: 1) how much is the eva values (economic value added) and how big is the finance achievement of 10 retail trade companies registered in bej, during 2005, 2) how the decision comparison of investment by using eva method and roa (return ounce assets) to 10 retail trade companies that were registered in bej during 2005, 3) how finance manager's analysis with eva method towards the recovery rate that was hoped for by the investor to 10 retail trade companies that were registered in bej in the year 2005 research purposes as for the aim of this research of being: 1) to evaluate eva and measured the achievement of retail finance of the trade company that was registered in bej during 2005. 2) to see the comparison of investment decision by using eva method and roa for 10 registered retail trade companies in bej during 2005. 3) to evaluate analysis of finance manager with eva method towards the recovery rate wished by the investor for 10 registered retail trade companies in bej during 2005. literature review the meaning of financial statment the understanding of the report on finance (iai, 2004:2) was part of the process of finance reporting. the report on complete finance includes balance sheet, profit and loss report, the report on change of equity, cash flow report, and finance report notes. whereas according to weston and copeland (2002:17) the definition of the report on finance that is: the report on finance or financial statement containing information on achievement of the company in the past and could give the guidance for the determination of the policy in future periods. using eva method .....(haryadi sarjono) 3 the meaning of bankrupt bankruptcy is the inability of the individual or an organisation to pay their creditors stated in a legal manner. table 1 the definition of bankruptcy/ failure   name term definition altman (1973) bankruptcy the company that legally bankrupt, good was placed under the trusteeship or was guaranteed by his right to be reorganized as supervised by national bankruptcy act beaver (1967) failure the inability of the company to pay their financial obligation when being due or being operationally interpreted as the company that experienced the bankruptcy, the failure paid the interest and the subject of the debenture, the balance negative the estimate of the bank, the share dividend of the priority that was not paid. blum (1974) failure incidents that showed the inability to pay his debt when being due that caused the company to experience the bankruptcy, or to cause the occurrence of the explicit agreement with the creditor to reduce the debt. deakin (1972) failure the company that experienced the bankruptcy, the insolvency, or was liquidated for the interests of the creditor. foster (1986) bankruptcy a legal incident that really was influenced by the action banker and the creditor kunt (1989) de facto the stopping of autonomy of the operation that was ordered by the regulator source: karels & praskah (1987) analysis of discriminants emery, finnerty, dan stowe (2004:844) suggested concerning the discriminant analysis as follows, the form and the discriminant function is z = v1x2 + v2x2 +.. + vnxn. the discriminant function changed the ratio of finance that was independent in a discriminant single score or z-score. z-score later is used to classify the company in the category "bankrupt" or not "bankrupt". in this equality v1, v2, et cetera was the coefficient diskriminan and x1, x2, et cetera was the ratio of finance. the application of the altman model discriminant analysis the model altman discriminant analysis experienced the development totalling three times, that is z-score the first model (z-score), z-score revision (z-score), and z-score the modification (zscore). in this case, the empirical testing of z-score is used not only to predict whether one emitent the debenture will be bankrupt or not, but also for the prediction of the possibility of failing to pay from one emitent to the debenture in two years afterwards. the prediction of the bankruptcy was considered as the same as the prediction of failing payment on the basis of that failing payment is part of the financial difficulty where this is early signs of the bankruptcy of a company. 4 journal the winners, vol. 10 no. 1, maret 2009: 1-9 research method type of data used is documentary. documentary data contains what and when an activity or the transaction, as well as whoever was involved in an incident (indrianto dan supomo, 2002, p.146). in this research, the type of data kind used is data about the report on the company's finance, that is the balance and the profit and loss report on retail of the trade company during 2005. the source of the research data that was used was the secondary data. the secondary data was the source of the research data that was received by the researcher in a manner indirectly about the intermediary's media (was received and recorded by the other side). in this research, the source of the research data is obtained from the centre of the pasar modal reference (prpm) in the jakarta stock exchange building. results and discussion calculation based on eva method based on the data received from bej, results of calculations are as shown in table 2 to 11. table 2 eva calculation of pt rimo catur lestari tbk and its subsidiary companies per december 31 2005 (in rupiah)  year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 (2.990.590.013,00) 66.728.707.842,00 1.510% 1.007.770.310,18 (3.998.360.323,18) source: processed data from financial statement of pt rimo catur lestari tbk and its subsidiary companies this eva conduct the existence destruction thought (value destruction) or in other words that the value of the company decreased as resulting from the recovery rate that was produced lower than the recovery rate that was demanded by the investor, that is of rp. (3,998,360,323.18). table 3 eva calculation of pt ramayana lestari sentosa tbk and its subsidiary companies per december 31 2005 (in rupiah)    year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 315.981.000.000,00 1.883.297.000.000,00 5.382% 101.353.210.000,00 214.627.790.000,00 source: processed data from financial statement of pt ramayana lestari sentosa tbk and its subsidiary companies table 2 shows that the company succeeded in creating added value for the owner of capital, in accordance with the aim of maximising the value of the company or increasing the investor's prosperity, that is of rp. 214,627,790,000.00. – using eva method .....(haryadi sarjono) 5 table 4 eva calculation of pt mitra adiperkasa tbk and its subsidiary companies per december 31 2005 (in rupiah)  year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 825.403.590,00 7.069.031.672,00 10.841% 766.319.085,31 59.084.504,69 source: processed data from financial statement of pt mitra adiperkasa tbk and its subsidiary companies. table 3 shows that the company succeeded in creating added value for the owner of capital, in accordance with the aim of maximising the value of the company or increasing the investor's prosperity, that is of rp. 59,084,504.69. table 5 eva calculation of pt metro supermarket realty tbk and its subsidiary companies per december 31 2005 (in rupiah).  year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 6.504.017.145,00 90.467.030.783,00 15.581% 14.095.459.992,13 (7.591.442.847,13) source: processed data from financial statement of pt metro supermarket realty tbk and its subsidiary companies table 5 shows that the value of the company decreased as resulting from the recovery rate that was produced lower than the level of return demanded by the investors, that is in the amount of rp. (7.591.442.847,13,-). table 6 eva calculation of pt matahari putra prima tbk and its subsidiary companies per december 31 2005 (in rupiah).  year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 362.654.000.000,00 3.519.405.000,00 5.524% 194.408.760.000,00 168.245.240.000,00 source: processed data from financial statement of pt matahari putra prima tbk and its subsidiary companies. table 6 shows that the company succeeded in creating added value for the owner of capital, in accordance with the aim of maximising the value of the company or increasing the investor's prosperity, that is of rp. 168,245,240,000.00.-. 6 journal the winners, vol. 10 no. 1, maret 2009: 1-9 table 7 eva calculation of pt alfa retailindo tbk and its subsidiary companies per december 31 2005 (in rupiah).  year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 47.872.65.655,00 528.499.669.872,00 7.280% 38.475.093.066,48 9.397.561.588,52 source: processed data from financial statement of pt alfa retailindo tbk and its subsidiary companies. table 7 shows that the company succeeded in creating added value for the owner of capital, in accordance with the aim of maximising the value of the company or increasing the investor's prosperity, that is of rp. 9,397,561,588.52. table 8 eva calculation of pt hero supermarket tbk and its subsidiary companies per december 31 2005 (in rupiah).  year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 72.466.000.000,00 748.332.000.000,00 10.951% 81.947.220.000,00 (9.481.220.000,00) source: processed data from financial statement of pt hero supermarket tbk and its subsidiary companies. table 8 shows that the value of the company decreased as resulting from the recovery rate that was produced lower than the level of return demanded by the investors, that is in the amount of rp (9.481.220.000,00,-). table 9 eva calculation of pt great river international tbk and its subsidiary companies per december 31 2005 (in rupiah).  year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 94.793.379.952,00 986.190.083.548,00 9.336% 92.066.958.677,72 2.726.421.274,28 source: processed data from financial statement of pt great river international tbk. and its subsidiary companies. table 9 shows that the company succeeded in creating added value for the owner of capital, in accordance with the aim of maximising the value of the company or increasing the investor's prosperity, that is of rp. 2,726,421,274.28. using eva method .....(haryadi sarjono) 7 table 10 eva calculation of pt toko gunung agung tbk and its subsidiary companies per december 31 2005 (in rupiah) year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 4.341.158.012,00 34.067.982.814,00 15.268% 5.201.523.463,63 (860.365.451,63) source: processed data from financial statement of pt toko gunung agung tbk. and its subsidiary companies table 10 shows that the value of the company decreased as resulting from the recovery rate that was produced lower than the level of return demanded by the investors, that is in the amount of rp (860.365.451,63,-). table 11 eva calculation of pt sona topas tourism industry tbk and its subsidiary companies per december 31 2005 (in rupiah). year nopat invested capital wacc capital charges eva (1) (2) (3) (4)=(2)x(3) (5)=(1)-(4) 2005 32.311.868.104,00 290.657.857.878,00 9.443% 27.445.368.230,13 4.866.499.873,87 source: processed data from financial statement of pt sona topas tourism industry tbk. and its subsidiary companies table 11 shows that the company succeeded in creating added value for the owner of capital, in accordance with the aim of maximising the value of the company or increasing the investor's prosperity, that is of rp. 4,866,499,873. the comparison of eva method with roa method eva method based on results of eva method calculation for 10 retail trade companies registered in bej, suggestion of investment is shown in table 11 table 11 results of the calculation of eva method for 10 retail trading companies in bej (in rupiah) no the name of the company eva's value the decision suggestion of investment 1 pt rimo catur lestari tbk. (3.998.360.323,18) no 2 pt ramayana lestari sentosa tbk. 214,627.790.000,00 yes 3 pt mitra adiperkasa tbk 59.084.504,69 yes 4 pt metro supermarket realty tbk. (7.591.442.847,13) no 5 pt matahari putra prima tbk 168.245.240.000,00 yes 6 pt alfa retailindo tbk. 9.397.561.588,52 yes 7 pt hero supermarket tbk. (9.481.220.000,00) no 8 pt great river international tbk 2.726.421.274,28 yes 9 pt toko gunung agung tbk. (860.365.451,63) no 10 pt sona topas tourism industry tbk. 4.866.499.873,87 yes source: hasil pengolahan penulis. 8 journal the winners, vol. 10 no. 1, maret 2009: 1-9 by using eva method, it is suggested to invest in 6 retail trade companies, namely pt ramayana lestari sentosa tbk., pt mitra adiperkasa tbk., pt matahari putra prima tbk., pt alfa retailindo tbk., pt great river international tbk., and pt sona topas tourism industry tbk. roa method based on data from bej, the results are shown in table 12. table 12 results of the roa value calculation of 10 retail trading companies in bej no the name of the company the roa value (%) the decision suggestion of investment 1 pt rimo catur lestari tbk. -9,2 no 2 pt ramayana lestari sentosa tbk. 12,93 yes 3 pt mitra adiperkasa tbk 6,86 yes 4 pt metro supermarket realty tbk. 4,80 yes 5 pt matahari putra prima tbk 4,86 yes 6 pt alfa retailindo tbk. 1,38 yes 7 pt hero supermarket tbk. 3,66 yes 8 pt great river international tbk 0 no 9 pt toko gunung agung tbk. 0,27 yes 10 pt sona topas tourism industry tbk. 1,01 yes source: processed data with roa method, investment suggestion is more often to eva method, namely as 8 companies, that is pt ramayana lestari sentosa tbk., pt mitra adiperkasa tbk., pt metro supermarket realty tbk., pt matahari putra prima tbk., pt alfa retailindo tbk., pt hero of the tbk. supermarket, pt toko mount agung tbk. and pt sona topas tourism industry tbk, whereas pt rimo catur lestari tbk. and pt great river international tbk. have negative and zero roa respectively, therefore not suggested for investment. conclusion from analysis results of the research, it could be concluded that the comparison of decision of investment by using eva (economic value added) method and roa (return on assets) method for registered retail trade company in bej during 2005 yielded different results. by using eva method, there are 6 retail trade companies suggested for investment, namely: pt ramayana lestari sentosa tbk., pt mitra adiperkasa tbk., pt matahari putra prima tbk., pt alfa retailindo tbk., pt great river international tbk., and pt sona topas tourism industry tbk. whereas by using roa method, there are 8 retail trade companies that were suggested, namely: pt ramayana lestari sentosa tbk., pt mitra adiperkasa tbk., pt metro supermarket realty tbk., pt matahari putra prima tbk., pt alfa retailindo tbk., pt hero of the tbk. supermarket, pt toko gunung agung tbk. and pt sona topas tourism industry tbk. investment on pt ramayana lestari sentosa tbk., pt mitra adiperkasa tbk., pt matahari putra prima tbk., pt alfa retailindo tbk. and pt sona topas tourism industry tbk. is highly suggested since the company does not only consider profits but also give attention to the interests of the investors. using eva method .....(haryadi sarjono) 9 suggestions and further research suggestions related to the conclusion of this research are: (1) retail trade companies should pay more attention in creating added value for investors; (2) eva method is recommended in measuring company achievements, specifically creation of added value; (3) investors should invest in companies with high return on investment; (3) further researches should use better samples in more various fields; (4) observation period should be set longer to obtain more generalized data: references emery, d., finnerty, j., dan stowe, j. (2004) corporate financial management 2/e, pearson higher education. gunawan, lily. (2005). analisis kinerja keuangan pt hanjaya mandala sampoerna tbk. tahun 2001-2003. penerbit: universitas bina nusantara. jakarta. indriantoro, n. & supomo, b., (2002) metodologi penelitian bisnis untuk akuntansi dan manajemen, edisi pertama, bpfe., yogyakarta. ikatan akuntan indonesia. standar akuntansi keuangan. jakarta: salemba empat. 2004. karels, g. and a. prakash. 1987. multivariate normality and forecasting of business bankruptcy. journal of business finance & accounting 14(4): 573-593. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 31 the winners, 22(1), march 2021, 31-38 doi: 10.21512/tw.v22i1.6996 interrelatedness between organizational culture and human resource management in the context of corporate entrepreneurship syafri naldi1*; dapit alexsander2; margo purnomo3 1,2,3department of business administration, universitas padjadjaran jl. raya bandung sumedang km. 21, jatinangor, sumedang, jawa barat 45363, indonesia 1syafri19001@mail.unpad.ac.id; 2dapit19001@mail.unpad.ac.id; 3purnomo@unpad.ac.id received: 26th january 2021/ revised: 07th march 2021/ accepted: 12th march 2021 how to cite: naldi, s., alexsander, d., & purnomo, m. (2021). interrelatedness between organizational culture and human resource management in the context of corporate entrepreneurship. the winners, 22(1), 31-38. https://doi.org/10.21512/tw.v22i1.6996 abstract there has been numerous research on corporate entrepreneurship typically referring to organizational culture or human resource management (hrm). the research aimed to complement previous research that had explored the link between entrepreneurship, the culture of organization, and hrm. the purpose of the research was to explain the operationalization of the three principles and to elaborate the interrelationship between them in the context of corporate entrepreneurship. the research used a systematic review process, namely an indepth literature review of results from 25 articles based on certain keywords and limitations. the result produces a model that describes the influence of hrm on organizational culture, which is expected to inspire businesses to adopt an approach to corporate entrepreneurship and enhance the efficiency of the company. future research is suggested to have more than one database and use more research article sources published in over 10-20 years. it is expected that future research come up with extended range of observations and results on how science has progressed. keywords: organizational culture, human resource management, corporate entrepreneurship i. introduction market rivalry is currently very strong and lively, leading to confusion and business mistrust of traditional management practices. companies are obliged to compel corporate entrepreneurship to solve this (kassa & raju, 2020). many factors can describe how entrepreneurial a business is, but creativity is one thing that always occurs in the discussion of this phrase (fiordelisi et al., 2019). the corporate entrepreneurship issue has been around since the 1980s. for creativity, organizational renewal, redefining organisations, establishing and retaining competitive advantage, these elements also include behavioral details (kuratko & hornsby, 2020). in the literature of corporate entrepreneurship, the four dimensions that frequently appear are: 1) corporate venturing, 2) creativity, 3) self-renewal, and 4) constructive (ratten, 2018). corporate entrepreneurship needs the appropriate organizational culture (tajpour & hosseini, 2019). organizational culture at different levels may influence the actions of participants, both workers and executives. one of them helps workers to develop their skills and optimally take advantage of possibilities (rashedi, 2019). the aspects of organizational culture are discussed in many research. some views indicate that the dimensions of organizational culture includes creativity and human interaction (aldhobaib, 2020; hassan, rhee, & dedahanov, 2019), bureaucracy, purpose, adaptability, continuity (beigh et al., 2020), contact and engagement (insan & masmarulan, 2021). human resource management is not only an organizational culture, but also an important factor that cannot be overlooked. the success of an organization can be seen from the capacity of the company to establish and leverage competencies in human resources. in fact, human resource management is said to be a source of sustainable competitive advantage for a company or corporation (ebrahimi et al., 2020). the viewpoint of human resource management typically focuses on programs, networking, recruiting, training and development, and production (hinteregger, 2017). there is a significant connection between organizational culture and corporate entrepreneurship 32 the winners, vol. 22 no. 1 march 2021, 31-38 in several points of view. (arz, 2017; umrani, kura, & ahmed, 2018; üstün & kiliç, 2017). the key factor influencing entrepreneurial operations in an enterprise is organizational culture. similar thing goes for the handling of human resources. human resource management has a huge effect on corporate entrepreneurship (castrogiovanni, urbano, & loras, 2021; salamzadeh, tajpour, & hosseini, 2019) since it is the key vehicle that encourages activities and promotes corporate entrepreneurship (burger & blažková, 2020; lee, 2020). it can be concluded from these statements that a reciprocal relationship exists between organizational culture and human resource management. while there is empirical evidence that human resource management and organizational culture play a role in corporate entrepreneurship, the interconnection between these factors has not been clearly defined. as a result, knowledge of the interplay between organizational culture, human resource management, and corporate entrepreneurship is limited. the research aims to examine the organizational culture and human resource management in corporate entrepreneurship and to explain the interplay between these elements. more precisely, the research intends to be useful in conducting studies on similar subjects related to organizational culture, human resource management, and corporate entrepreneurship. ii. methods the research uses a commissioned systematic analysis (tikito & souissi, 2019). systematic analysis is a 'fundamental science practice' aimed at tracking bias by performing detailed activities ranging from reviews, decision-making, methods, debate and reports to in-depth literature searches of published scientific articles. meta-analysis, which plays a major role in providing a statistical method to synthesize results, is one of the systematic review procedures. the research adopts an approach used by wu & wu (2019) in the course of reviewing this literature, including the steps of the research method provided in figure 1. the first step is to decide the research questions and identify keywords (burger & blažková, 2020; gomezelj, 2016). the goal of the research is to look at the relationship in corporate entrepreneurship between organizational culture and human resource management. the research questions in this systematic review focus on the priorities as seen in figure 1. based on the research questions, the search keywords in the database include intrapreneurship, organizational culture, corporate culture, human resource management, creativity, organizational entrepreneurship, corporate entrepreneurship, corporate enterprises, corporate ventures, and revival of strategy. in addition, in the springerlink database, the search string has been set as shown in table 1, along with the search results. springer online databases is collected since the site includes integrated and trusted international scientific journals and publications from different disciplines. on october 28, 2020, the search took place. the research articles have been searched by means of the springerlink online database published in 2010-2020. to see the most recent research trends, the researchers selected 2020 and ten years back as it is considered not too short to see the evolution of research in organizational culture, human resource management, and corporate entrepreneurship. besides, if the taking period is longer, it will result figure 1 the steps of the research method 33interrelatedness between organizational..... (syafri naldi, et al.) in more posts which will, in turn, requires a longer research time. second, inclusion and exclusion requirements are set as follows: 1) scientific publication in the form of publications from journals, 2) in corporate entrepreneurship, scientific papers address organizational culture and human resource management, 3) english articles, 4) pertinent research. relevance is assessed by group discussions of researchers through reading the entire article content. the research are sorted by removing the ones that do not follow the requirements, such as lecture articles or other non-journal articles, articles that address one of the key topics only, and articles that are not written in english. following this point, 25 research articles are selected and discussed. iii. results and discussions the outcomes of the systematic analysis are divided into four parts. first, there are discussions on publication of the journal and the characteristics of the samples used. the second part identifies the operationalization of organizational culture, human resource management (hrm), and corporate entrepreneurship. third, in the sense of corporate entrepreneurship, the research explores the mediating role of organizational culture and hrm. the final part explains the mechanism of interference that influences the reciprocal relationship between the three variables. the key sources of the journal come from frontiers of business research in china, service business, journal of business economics, and zeitschrift fur betriebswirtschaft. during 2010 to 2020, research related to organizational culture, hrm, and corporate entrepreneurship had been published mostly in 2019, and at least in 2014 and 2015, while there had been no single publication related to the subject in 2016 (see figure 2). the distribution of data is shown in figure 3 based on the methods, the form of businesses, and the subject under discussion. according to these statistics, the quantitative approach is the most commonly used, with a total of 12 publications with the most discussion topics on employee performance (5) as well as creativity and innovation (3). in addition, qualitative approaches, a blend of quantitative and qualitative, literature analyses, and systematic reviews are available. on the other hand, companies in general (8) and the service sector (7) are the most discussed forms of businesses (7). both of them also spoke about creativity and innovation (3) as well as employee performance (2). based on table 2 it can be seen that from 2010 to 2020, research related to organizational culture, hrm, and corporate entrepreneurship had been mostly conducted in china and germany. there are five research conducted in general which did not apply to one country since it only discusses literature review. industrial fields that are the subject of numerous studies include the manufacturing sector (brenk et al., 2019; zhu, liu, & chen, 2018), the service industry (fernandes, ferreira, & marques, 2013; huang, 2014; manca et al., 2018), health institutions (nöhammer & stichlberger, 2019), educational institutions (nöhammer & stichlberger, 2019), specialty in table 1 search results on the springerlink database no. search string search result outcome complies electronically with inclusion requirements assessment of significance based on community discussion 1. intrapreneur* and (“organizational culture” or “corporate culture”) and “human resource management” 74 3 3 2. innovation* and (“organizational culture” or “corporate culture”) and “human resource management" 3148 90 23 3. (“organizational entrepreneur*” or “corporate entrepreneur”) and (“organizational culture” or "corporate culture”) and “human resource management” 0 0 0 4. (“organizational venture*” or “corporate venture*”) and (“organizational venture” or “corporate venture”) and “human resource management” 0 0 0 5. “strategic renewal” and (“organizational culture” or “corporate culture”) and “human resource management” 325 10 5 34 the winners, vol. 22 no. 1 march 2021, 31-38 hospitality (cheng, et al., 2018; espino-rodríguez & ramírez-fierro, 2018), technology-based businesses (jiao, wei, & cui, 2010), small and medium-sized enterprises (saunila et al., 2020), start-ups (tumasjan, strobel, & welpe, 2011), and companies in general (petti & zhang, 2011; song, li, & qiu, 2010). figure 3 provides the overview. figure 2 number per year of publications figure 3 data distribution centered on research methods, business types, and topics addressed table 2 total of publication by nation no. country name number of publications 01. austria 2 02. china 7 03. finland 1 04. german 5 05. portugal 1 06. taiwan 2 07. spanish 2 08. general 5 the complexities of conceptualization are demonstrated by the operationalization of organizational culture, hrm, and corporate entrepreneurship as it is used in different industries, such as technology, education, health, and so on. organizational culture is an important attribute of work (tumasjan et al., 2011), an intangible asset (wang, 2011) in the form of attitudes, beliefs, experiences, and a management strategy that defines and guides the efforts of companies (saunila et al., 2020) and is shaped by management-promoted values (nöhammer & stichlberger, 2019). organizational culture refers to the patterns of beliefs and perceptions that affect individual actions held by organizational members. organizational culture often contributes to the development of expertise on the part of various staff members of different skills, in which strong and effective collaboration helps them to solve problems together and create synergistic results (fernandes et al., 2013). the organizational culture discussed in the reviewed article includes culture that encourages creative conduct (nöhammer & stichlberger, 2019; song et al., 2010), entrepreneurial culture or entrepreneurial orientation (jiao et al., 2010; c zhu et al., 2018) a creative culture stresses the embrace of more challenges and risks. companies with certain cultural elements are more likely to innovate (song et al., 2010). entrepreneurial orientation can be seen as an organization's mentality that represents the attitude of entrepreneurship when starting a new company. attitude is a central aspect of corporate culture that can be expressed in behaviors such as day-to-day activities and decision-making (zhu et al., 2018; zhu, liu, & wang, 2019). furthermore, there is talk of business orientation culture. this organizational culture is considered to be the most productive and successful in developing the behaviors required for purchasers to build superior value and companies to achieve superior performance. an accessible organizational culture positively affects the organization's creative capacity. the culture of uncertainty prevention is also critical for organizational decision-making (song et al., 2010) and for technical entrepreneurial attitudes (petti & zhang, 2011). the organizational culture that is established in hospitality is confidence and sharing, encouraging productive training and creating a fun learning atmosphere. artists, workers and managers may identify with one another when hotels form an organizational culture of trust and cooperation. there is a harmonious corporate atmosphere for service companies such as hotels, in which workers should be encouraged to share and develop new information (cheng et al., 2018). regarding hrm operationalization, by focusing on training and development, introducing an incentive system (for creative behavior), maintaining job security, offering autonomy, interesting task composition and adequate resources, hrm plays an important role in developing supportive settings for innovative work behavior. the need of work and ensuring feedback is welcomed (nöhammer & stichlberger, 2019). hrm is linked to the success of businesses in recruiting, 35interrelatedness between organizational..... (syafri naldi, et al.) sustaining and retaining workers. a relationship that impacts each other is the resulting relationship. hrm will foster the entrepreneurial spirit of an organization through organizational learning (zhu et al., 2019). furthermore, organizational learning and hrm would promote the formation of dynamic skills (jiao et al., 2010). in addition to the external environment, internal factors, organizational culture, information technology and so on, hrm is one of the factors affecting organizational learning (zhu et al., 2019). learning orientation can establish art-based highperformance human resource practices in servicebased businesses such as hotels to help workers develop skills, expertise, motivation and opportunities to provide fulfilling service (cheng et al., 2018). hrm is most frequently associated with highlevel performance processes or high-performance work systems (hpws). this method is also known as high-performance work practices, high-commitment work systems, or high-involvement work systems, which is generally characterized as a collection of collaborative practices for managing human resources. the practices include scientific recruitment procedures, comprehensive training, authorization, decision-making engagement, performancebased compensation, and knowledge sharing. high-performance work systems can engage with organizational learning and create synergistic results to enhance organizational performance. managers must also establish structured human resource strategies to devise strategic advantages and outperform market rivals (zhu et al., 2019). hpws represents strategic hrm's core theory and practice, and influences employees' perceptions, talents and actions by finding and using information to achieve organizational objectives (zhu et al., 2018). finally, hrm is associated with the resilience definition (buliga, scheiner, & voigt, 2016), associated with market performance information management techniques and it strategies (huang, 2014), and dedication. the dedication created by human resource (hr) activities will enhance efficiency by growing employees' willingness to work together to build and share information. in another way, human resource management has an impact on organizational efficiency (saunila et al., 2020). the application of corporate entrepreneurship is not explicitly mentioned by all research articles. in their clarification, some research addressing corporate entrepreneurship use the phrase creative or entrepreneurial orientation. corporate entrepreneurship is also synonymous with learning and creativity, or with expertise. corporate entrepreneurship through organizational learning will promote organizational success. the corporate entrepreneurship method turns new knowledge into new goods, processes or services, and only workers with special experience and entrepreneurial abilities can accomplish this. thus, corporate entrepreneurship is deemed to improve workers' creative skill. effectiveness is an effective approach to corporate entrepreneurship as it can cope with high volatility in corporate ventures and risky innovation initiatives (brenk et al., 2019). spin-alongs are organizational designs that can promote corporate entrepreneurship. the complex design can help businesses navigate different innovation initiatives. a creative mindset or a passion for creativity is characterized by corporate entrepreneurship. innovation potential is a strategic force defined by the orientation of consumers, the orientation of people, the existence of a plan for prospectors and the incentive of a manager to develop new services for underserved markets. (hallak et al., 2018). innovation is an essential part of competitive advantage (saunila et al., 2020). it is believed that companies are to be imaginative, creative, cooperative, able to take chances and display engaging actions and appreciation for uncertainty (tumasjan et al., 2011). they must be able to match service innovation with the strategic application of information technology in service-based businesses. performance of service innovation serves as a portal for businesses to retain or capture the market, meet consumer expectations, accelerate service innovation success rates, and ensure business growth and profitability (huang, 2014). in addition, businesses should aspire to use technological innovation since the entrepreneurial aspect of technological innovation is necessary for the effective production and promotion of a company’s new product (petti & zhang, 2011). it is believed that entrepreneurial orientation enhances efficiency. when creativity and entrepreneurship are promoted by the external environment and internal organizational policies, entrepreneurial orientation is positively linked to organizational efficiency. moreover, dynamic price controls and risk-taking skills are essential to stay competitive in the global marketplace (zhu et al., 2019). in the context of corporate entrepreneurship, the results suggest a reciprocal connection between organizational culture and hrm. organizational culture is said to facilitate successful training and create a fun learning environment (jiao et al., 2010). entrepreneurial culture and style of leadership may help employees to have loyalty and identity. organizational culture often contributes to the development of expertise on the part of various staff members of different skills, in which strong and effective collaboration helps them to solve problems and produce synergistic results (fernandes et al., 2013). this implies that corporate culture facilitates the development of hrm, which in turn affects team’s success (manca et al., 2018). these views suggest that hrm is a tool for companies to understand the ideals or culture of the company to achieve success. hrm environments can foster an organizational culture that is entrepreneurially focused, such as a creative and constructive culture (zhu et al., 2019) on the other hand, corporate entrepreneurship is influenced by hrm. human skills have a huge effect on total production, productivity of labor, and efficiency of innovation (saunila et al., 2020). people can increase their capabilities and generate innovations 36 the winners, vol. 22 no. 1 march 2021, 31-38 through hrm. organizational culture and hrm may also be influenced by corporate entrepreneurship. it is said that corporate culture, organizational structure, and/ or the external environment can affect the relationship between entrepreneurial orientation and company results, among other things (cui et al., 2018). entrepreneurial orientation has a significant effect on organizational culture, internal operating processes, organizational learning, and improved skills (jiao et al., 2010). entrepreneurial orientation can be seen as an organizational attitude that reflects entrepreneurial attitudes and desire to start a new company (petti & zhang, 2011). the research develops a model that demonstrates the connection between human resource management, organizational culture, and corporate entrepreneurship. in a nutshell, human resource management shapes and defines an organizational culture. a particular organizational culture demonstrates that the organization or company is committed to corporate entrepreneurship. human resource management can also assist in the realization of corporate entrepreneurship. on the other hand, organizations that promote the idea of corporate entrepreneurship must have an organizational culture that embraces it, which would have an effect on human resource management. the interconnection model of these three concepts can be seen in figure 4. figure 4 an interconnection model of organizational culture and hrm in the context of corporate entrepreneurship for all employees, an organization must have management in the form of settings, system, training, and development. this management takes on the role of a leader style. the characters that are created have an effect on the organizational culture, both individually and collectively. learning orientation and commitment are two characteristics of an organizational culture that promotes corporate entrepreneurship. corporate entrepreneurship can be realized with human capital (formed by hrm) that is geared toward learning and commitment, as well as developments in both mechanical and digital technology. organizations that promote corporate entrepreneurship are risk-takers, market analysts and controllers, as well as innovative and creative thinkers. companies that are good at running their businesses may typically be identified by their performance in terms of product or service quality, productivity, and customer satisfaction. corporate entrepreneurship is an ideology that allows employees to think and behave like entrepreneurs when working within the boundaries of today's corporate structure. corporate entrepreneurship, in other words, fosters a particular organizational culture. employees with the right vision and expertise are encouraged to pursue opportunities and develop ideas for new, innovative goods, services, or even business lines in corporate entrepreneurship. iv. conclusions depending on the type of organization, the operationalization of organizational culture, hrm and corporate entrepreneurship, it is found that the implementation is different in each organization. even so, it does not mean that there is little in common at all. it is frequently encountered that organizational culture facilitates an atmosphere of creative and entrepreneurial orientation. in servicebased organizations or enterprises, priority is given to service quality and learning-oriented organizational culture. in the operationalization of hrm, learning orientation is a way to enhance skills by sharing information and continuing to learn. a highperformance work method that involves interactive hrm activities often occurs, including scientific recruiting processes, comprehensive training, authorization, decision-making involvement, performance-based rewards, and exchange of knowledge. finally, in corporate entrepreneurship operationalization, innovation is correlated with the operationalization of this notion. in addition, it is also related to being innovative, willing to take risks, and able to analyze and influence the demand. corporate entrepreneurship, organizational culture and hrm have a reciprocal relationship. organizational culture encourages the growth of hrm, while organizational culture may be strengthened by hrm. these two principles both inspire businesses to pursue an approach to corporate entrepreneurship. organizational culture, hrm and corporate entrepreneurship eventually lead businesses to maximize their performance and boost the quality of the product, company productivity, and customer satisfaction. the research can be established theoretically and methodologically. theoretically, since every organization and business is fundamentally different from each other, the dimensions of the interconnection model of organizational culture and hrm in the sense of corporate entrepreneurship can be further established. furthermore, the challenges facing organizations can change over time, affecting hrm environments and 37interrelatedness between organizational..... (syafri naldi, et al.) their organizational culture. besides, the research can be methodologically built by other approaches, such as qualitative ones. the research subjects might not be as many as the quantitative research subjects in a qualitative approach, but the data and discussion might be more comprehensive and detailed. finally, the research, however, is subject to several limitations. first, since this analysis only uses one database source, the research articles reviewed only come from certain publishers. second, the reviewed articles were written over a 10-year period. it seems difficult to see how research on similar topics has progressed. regarding systematic review literature, future research can use more than one database and use a longer publication period such as 15 or 20 years. it is expected that future research result in a wider range of observations and a better understanding of how science progresses. references aldhobaib, m. 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(2019). base-of-thepyramid (bop) orientation and firm performance: a strategy tripod view and evidence from china. international business review, 28(6). https://doi. org/10.1016/j.ibusrev.2019.101594. microsoft word 05 artikel-hadir_setting.doc 40 journal the winners, vol. 10 no. 1, maret 2009: 40-48 kualitas layanan, komunikasi pemasaran, dan persepsi konsumen hadir hudiyanto1; lindawati2; ironia vivie susanti3 1jurusan manajemen, fakultas ekonomi, universitas gunadarma kampus kelapa dua (e), jl. akses ui cimanggis depok hudiyanto@staff.gunadarma.ac.id abstract the purpose of this study is to determine the effect of service quality, marketing communications, and consumer perceptions of purchasing decisions. the collecting data through survey and questionnaire used the likert method. the technique used to take samples was sample of random sampling. the analysis began by testing the validity and reliability to then proceed with the path analysis. the results showed that customer service and marketing communication simultaneously affected consumer perception, with a value of r ² = 0.658. service quality, marketing communication and consumer perception simultaneously influenced the purchase decision with a value of r ² = 0.617. keywords: service quality, marketing communication, consumer perception, purchasing decision abstrak tujuan penelitian adalah untuk mengetahui pengaruh kualitas layanan, komunikasi pemasaran, dan persepsi konsumen terhadap keputusan pembelian. teknik pengambilan data dilakukan melalui survei dan kuesioner dengan menggunakan metode likert. teknik yang digunakan untuk mengambil sampel adalah sampel random sampling. analisis diawali dengan melakukan uji validitas dan reliabilitas untuk kemudian dilanjutkan dengan path analysis. hasil penelitian menunjukkan bahwa layanan konsumen dan komunikasi pemasaran secara simultan mempengaruhi persepsi konsumen, dengan nilai r² = 0,658. kualitas layanan, komunikasi pemasaran dan persepsi konsumen secara simultan mempengaruhi keputusan pembelian dengan nilai r² = 0,617. kata kunci: kualitas layanan, komunikasi pemasaran, persepsi konsumen, keputusan pembelian kualitas layanan, .....(hadir hudiyanto; dkk) 41 pendahuluan ada 2 faktor utama yang mempengaruhi kualitas layanan, yaitu expected service dan perceived service. apabila layanan yang diterima atau dirasakan sesuai dengan yang diharapkan, maka kualitas layanan dipersepsikan baik dan memuaskan. jika layanan yang diterima melampaui harapan pelanggan, maka kualitas layanan dipersepsikan sebagai kualitas layanan yang ideal. sebaliknya, bila layanan yang diterima lebih rendah daripada harapan pelanggan, maka kualitas layanan dipersepsikan buruk. dengan demikian, baik tidaknya kualitas layanan tergantung pada kemampuan penyedia layanan dalam memenuhi harapan pelangganya secara konsisten. definisi kualitas layanan berpusat pada upaya pemenuhan kebutuhan dan keinginan pelanggan serta ketetapan penyampaiannya untuk mengimbangi harapan pelanggan (bilson simamora, 2003:180-181). kualitas layanan yang baik sering dikatakan sebagai salah satu faktor yang sangat penting dalam keberhasilan suatu bisnis, maka tentu saja kualitas layanan dapat memberikan beberapa manfaat, di antaranya adalah sebagai berikut (1) layanan yang istimewa (nilai layanan yang benarbenar dialami melebihi harapan konsumen) atau sangat memuaskan merupakan suatu basis untuk penetapan harga premium. perusahaan yang memberikan kepuasan tinggi bagi pelanggannya dapat menetapkan suatu harga yang signifikan; (2) layanan istimewa membuka peluang untuk diversifikasi produk dan harga, misalnya pelayanan dibedakan menurut kecepatan pelayanan yang diminta oleh pelanggan, yaitu tarif yang lebih mahal dibebankan terhadap layanan yang membutuhkan penyelesaian yang paling cepat; (3) menciptakan loyalitas pelanggan. pelanggan yang loyal tidak hanya potensial untuk penjualan produk yang sudah ada, tetapi juga untuk produk-produk baru dari perusahaan; (4) pelanggan yang terpuaskan merupakan sumber informasi positif dari perusahaan dan produk-produk bagi pihak luar, bahkan mereka dapat menjadi pembela bagi perusahaan, khususnya dalam menangkal isu-isu negatif; (5) pelanggan merupakan sumber informasi bagi perusahaan, dalam hal intelijen pemasaran dan pengembangan pelayanan atau produk perusahaan pada umumnya; (6) kualitas yang baik berarti menghemat biaya-biaya seperti biaya untuk memperoleh pelanggan baru, untuk memperbaiki kesalahan, membangun kembali citra karena wanprestasi, dan sebagainya. jadi, mempertahankan pelanggan yang sudah ada melalui kualitas layanan yang memuaskan merupakan hal yang sangat penting; dan (7) kualitas pelayanan yang didesain dan diimplementasikan secara memadai bukan hanya memuaskan pelanggan, tetapi juga memberikan kepuasan kerja bagi karyawannya. karyawan dapat menerima tuntutan untuk senantiasa memuaskan pelanggan karena dengan cara demikian ia dapat memajukan keadaan finansial dan ekspresi lainnya. bagi usaha layanan, kepuasan karyawan yang berhubungan langsung dengan pelanggan memegang peranan penting dalam memelihara citra kualitas yang dibangun. marketing communication adalah istilah yang menggambarkan bagaimana organisasi, perusahaan atau pemerintah yang mengkomunikasikan pesan-pesan kepada khalayak sasaran mereka. khalayak sasaran adalah kelompok konsumen potensial yang menerima pesan-pesan pemasaran mereka. peran marketing communication dalam perusahaan-perusahaan yang berorientasi jasa seperti hotel, perusahaan penerbangan adalah untuk menjual jasa pelayanan mereka dengan menggunakan media publisitas yang persuasive, sedangkan dalam institusi keuangan seperti bank dan perusahaan asuransi. peran marketing communication sangat dibutuhkan untuk menarik konsumen baru, mempertahankan konsumen yang sudah ada serta menjual produk-produk keuangan yang baru (lwin dan aitchison, 2005:7). persepsi konsumen adalah suatu proses di mana seseorang menyeleksi, mengorganisir, dan menginterprestasi stimulus ke dalam suatu gambaran yang menyeluruh dan memiliki arti (kotler, 2003:173). stimulus adalah rangsangan berupa audio visual yang disampaikan melalui komunikasi verbal maupun non verbal yang dapat mempengaruhi respon seseorang (kotler, 2003:174). persepsi yang melekat di benak konsumen untuk waktu lama akan membentuk citra atau image (simamora, 42 journal the winners, vol. 10 no. 1, maret 2009: 40-48 2004:112). menurut schiffman dan kanuk (2007:136), individu bertindak dan bereaksi berdasarkan persepsi mereka, tidak berdasarkan realitas yang objektif. jadi, bagi pemasar, persepsi konsumen jauh lebih penting daripada pengetahuan mereka mengenai realita yang objektif. karena jika seseorang berpikir mengenai realitas, itu bukanlah realitas yang sebenarnya, tetapi apa yang dipikirkan konsumen sebagai realitas yang akan mempengaruhi tindakan mereka, kebiasaan membeli mereka, kebiasaan bersantai mereka dan sebagainya. sedangkan keputusan adalah seleksi terhadap 2 pilihan atau lebih. dengan perkataan lain, pilihan alternatif harus tersedia bagi seseorang ketika pengambilan keputusan (schiffman dan kanuk, 2007:485). metode penelitian dalam penelitian ini, jenis penelitian yang akan dilakukan adalah penelitian asosiatif. penelitian asosiatif ini dapat diketahui hubungan antara variabel dan bagaimana tingkat ketergantungan antara variabel independent dengan variabel dependent. pada penelitian ini, untuk mengetahui hubungan antara variabel kualitas layanan, komunikasi pemasaran, persepsi konsumen, dan keputusan pembelian. dalam pelaksanaannya, penelitian ini menggunakan metode survei karena untuk membuat generalisasi dari sebuah pengamatan dan hasilnya akan lebih akurat jika menggunakan sampel yang representatif (rochaety, 2007:15). unit analisis yang dituju adalah individu, yaitu konsumen atau pelanggan dari perusahaan. time horizon yang digunakan adalah cross-sectional, yaitu suatu penelitian yang dilakukan dalam kurun waktu tertentu (umar, 2005:131). tabel 1 operasionalisasi variabel penelitian variabel sub variabel indikator ukuran skala kualitas layanan (x1) keandalan (realibility) ketepatan waktu pelayanan keakuratan pelayanan ordinal likert berwujud (tangible) fasilitas fisik penampilan karyawan ordinal likert daya tanggap (responsiveness) kecepatan keluhan pelayanan kesigapan karyawan ordinal likert jaminan (assurance) karyawan mampu menanamkan kepercayaan kepada konsumen keamanan transaksi ordinal likert empati (empathy) karyawan memperhatikan kepentingan konsumen kepedulian terhadap konsumen ordinal likert komunikasi pemasaran (x2) persepsi mengirimkan bagaimana tanggapan konsumen ordinal likert ketepatan memperkirakan tingkat keakuratan informasi yang diberikan ordinal likert kredibilitas tingkat kepercayaan konsumen terhadap perusahaan ordinal likert kendali bagaimana membentuk jawaban agar sesuai dengan tujuan ordinal likert keserasian bagaimana membentuk hubungan baik dalam melakukan komunikasi ordinal likert kualitas layanan, .....(hadir hudiyanto; dkk) 43 tabel 1 operasionalisasi variabel penelitian (continued) variabel sub variabel indikator ukuran skala persepsi konsumen (y) perhatian yang selektif (eksposur selektif) kecenderungan orang untuk menyaring sebagian informasi yang mereka hadapi ordinal likert gangguan yang selektif (distorsi selektif) kecenderungan orang untuk menginterprestasikan informasi dengan cara yang akan mendukung apa yang telah mereka yakini ordinal likert mengingat kembali yang selektif (retensi selektif) kecenderungan orang untuk mengingat keunggulan suatu merek dan melupakan keunggulan merek lain ordinal likert keputusan pembelian (z) pengenalan masalah sadar adanya kebutuhan adanya masalah ordinal likert pencarian informasi mencari informasi mempertimbangkan merek ordinal likert evaluasi alternatif evaluasi kualitas evaluasi harga ordinal likert keputusan pembelian keputusan untuk membeli keinginan konsumen untuk membeli ordinal likert perilaku purna pembelian harapan rasa puas ordinal likert untuk menentukan berapa banyak sampel minimal yang perlu diambil untuk melakukan penelitian, dapat menggunakan rumus dari taro yamane atau slovin sebagai berikut (riduwann dan kuncoro, 2008:44): 1. 2 + = dn n n di mana: n = jumlah sampel n = jumlah populasi d2 = presisi (ditetapkan 10% dengan tingkat kepercayaan 95%) berdasarkan rumus tersebut, diperoleh jumlah sampel sebagai berikut: 9156,90 6,10 960 1)1,0).(960( 960 . 22 === + == dn n n responden jumlah minimal responden yang diambil sebagai sampel adalah sebanyak 91 responden. jumlah kuesioner yang dibagikan adalah 120; dan dari 120 kuesioner yang dibagikan, jumlah yang kembali adalah 100. analisis diawali pada instrumen penelitian, yaitu melakukan uji validitas dan reliabilitas pada kuesioner. kemudian, dari hasil kuesioner tersebut didapatkan data yang akan dianalisis lebih lanjut 44 journal the winners, vol. 10 no. 1, maret 2009: 40-48 dengan menggunakan analisis path analysis. dalam pelaksanaannya, pengolahan data dilakukan dengan bantuan komputer dengan program spss (statistic program for social science) versi 16.0. keterangan: t-1 : untuk mengetahui pengaruh kualitas layanan, komunikasi pemasaran terhadap persepsi konsumen. t-2 : untuk mengetahui pengaruh kualitas layanan, komunikasi pemasaran dan persepsi konsumen terhadap keptusan pembelian. merupakan jumlah tiap skor butir. untuk menghitung validitas alat ukur digunakan rumus pearson product moment, yakni sebagai berikut: ( ) ( )( ) ( )[ ][ ]∑ ∑∑ ∑ ∑∑∑ −− − = 2222 )(... . iiii iiii hitung yynxxn yxyxn r dimana: rhitung = koefisien korelasi xi∑ = jumlah skor item yi∑ = jumlah skor total (seluruh item) n = jumlah responden berdasarkan pendapat riduwan dan kuncoro (2007:61-62), kolerasi pearson product moment (ppm) digunakan untuk mengetahui derajat hubungan antara variabel bebas (independent) dan variabel terikat (dependent). rumus yang digunakan korelasi ppm (sederhana), yaitu: ( ) ( )( ) ( )[ ][ ]∑ ∑∑ ∑ ∑∑∑ −− − = 2222 )(. . yynxxn yxxyn rxy path analysis digunakan untuk menganalisis pola hubungan antar variabel dengan tujuan untuk mengetahui pengaruh langsung maupun tidak langsung seperangkat variabel bebas (eksogen) terhadap variabel terikat (endogen). model path analysis yang dibicarakan adalah pola hubungan sebab akibat atau “a set of hypothesized causal asymetric relation among the variables” (kuncoro dan riduwan, 2008:2). hasil dan pembahasan selanjutnya, untuk melihat hubungan x1, x2 terhadap y dapat dibantu dengan menggunakan program spss 16.0 sebagai berikut: kualitas layanan, .....(hadir hudiyanto; dkk) 45 tabel 2 kolerasi pearson x1, x2 dan y sumber: hasil pengolahan data hubungan kualitas layanan (x1) dengan komunikasi pemasaran (x2), yang ditunjukkan oleh pearson correlation menunjukkan angka 0,125. angka tersebut menunjukkan hubungan keduanya sangat rendah dan searah antara kualitas layanan dan komunikasi pemasaran. hubungan kualitas layanan (x1) dengan persepsi konsumen (y) yang ditunjukkan oleh pearson correlation menunjukkan angka 0,120. angka tersebut menunjukkan hubungan keduanya sangat rendah dan searah antara kualitas layanan dan persepsi konsumen. hubungan komunikasi pemasaran (x2) dengan persepsi konsumen (y) yang ditunjukkan oleh pearson correlation menunjukkan angka 0,811. angka tersebut menunjukkan hubungan keduanya sangat kuat dan searah antara komunikasi pemasaran dan persepsi konsumen. tabel 3 model summary sub-struktur 1 besarnya pengaruh variabel x1 dan x2 secara simultan terhadap variabel y dapat diketahui dengan melihat r square, di mana nilai r2 = 0,658 = 65,8%. jadi, variabel x1 dan x2 mempengaruhi variabel y sebesar 65,8% dan sisanya 34,2% dipengaruhi oleh variabel-variabel lain di luar penelitian ini. sementara itu, besarnya koefisien jalur bagi variabel lain di luar penelitian yang mempengaruhi nilai variabel. 5848,0658,011)( 2 =−=−= ryz ρ untuk melihat hubungan x1, x2 terhadap y dapat dibantu dengan menggunakan program spss 16.0 sebagai berikut: persepsi konsumen kualitas layanan komunikasi pemasaran pearson correlation persepsi konsumen 1.000 .120 .811 kualitas layanan .120 1.000 .125 komunikasi pemasaran .811 .125 1.000 sig. (1-tailed) persepsi konsumen . .017 .000 kualitas layanan .017 . .008 komunikasi pemasaran .000 .008 . n persepsi konsumen 100 100 100 kualitas layanan 100 100 100 komunikasi pemasaran 100 100 100 model r r square adjusted r square std. error of the estimate 1 .811a .658 .651 .26702 a. predictors: (constant), komunikasi pemasaran, kualitas layanan b. dependent variable: persepsi konsumen sumber: hasil pengolahan data 46 journal the winners, vol. 10 no. 1, maret 2009: 40-48 tabel 4 korelasi pearson x1, x2, y dan z keputusan pembelian kualitas layanan komunikasi pemasaran persepsi konsumen pearson correlation keputusan pembelian 1.000 .511 .531 .653 kualitas layanan .511 1.000 .125 .120 komunikasi pemasaran .531 .125 1.000 .811 persepsi konsumen .653 .120 .811 1.000 sig. (1-tailed) keputusan pembelian . .000 .000 .000 kualitaslayanan .000 . .008 .017 komunikasi pemasaran .000 .008 . .000 persepsi konsumen .000 .017 .000 . n keputusan pembelian 100 100 100 100 kualitas layanan 100 100 100 100 komunikasi pemasaran 100 100 100 100 persepsi konsumen 100 100 100 100 sumber: hasil pengolahan data tabel 5 model summary sub struktur 2 tabel 6 rangkuman pengaruh x1, x2, y dan z pengaruh variabel koefisien jalur langsung tidak langsung melalui y total x1 terhadap y 0,619 0,619 0,619 x1 terhadap z 0,440 0,440 0,619 x 0,627 = 0,388 0,828 x2 terhadap y 0,509 0,509 0,509 x2 terhadap z 0,330 0,330 0,509 x 0,627 = 0,319 0,649 y terhadap z 0,627 0,627 0,627 1ε 0,5848 0,5848 2 = 3,41 2ε 0,6189 0,6189 2 = 3,83 sumber: hasil pengolahan data model r r square adjusted r square std. error of the estimate 1 .786a .617 .605 .28935 a. predictors: (constant), persepsi konsumen, kualitas layanan, komunikasi pemasaran, b. dependent variable: persepsi konsumen kualitas layanan, .....(hadir hudiyanto; dkk) 47 setelah hasil kuesioner telah selesai dianalisis dengan path analysis, maka didapatkan hasil, yaitu (1) secara simultan kualitas layanan (x1) dan komunikasi pemasaran (x2) mempengaruhi persepsi konsumen (y) berkontribusi secara simultan dan signifikan. besarnya pengaruh variabel x1 dan x2 secara simultan terhadap variabel y dapat diketahui dengan melihat r square, di mana nilai r2 = 0,658 = 65,8%. jadi, variabel x1 dan x2 mempengaruhi variabel y sebesar 65,8%; (2) secara simultan kualitas layanan (x1), komunikasi pemasaran (x2) dan persepsi konsumen (y) terhadap keputusan pembelian (z) berkontribusi secara simultan dan signifikan. besarnya pengaruh variabel x1, x2 dan y secara simultan terhadap variabel z dapat diketahui dengan melihat r square, di mana nilai r2 = 0,617 = 61,7%. jadi, variabel x1, x2 dan y mempengaruhi variabel z sebesar 61,7%; (3) kualitas layanan (x1) mempengaruhi persepsi konsumen (y) berkontribusi secara signifikan karena 0,000 < 0,05, memiliki hubungan dan hubungan keduanya bersifat sangat rendah dan searah. dikatakan memiliki hubungan karena sig = 0,017 < 0,05, sangat rendah karena 0,120 < 0,5 dan searah karena nilai angka pearson correlation (+) atau = 0,120; (4) komunikasi pemasaran (x2) mempengaruhi persepsi konsumen (y) berkontribusi secara signifikan karena 0,009 < 0,05, memiliki hubungan dan hubungan keduanya bersifat sangat kuat dan searah. dikatakan hubungan karena sig = 0,000 < 0,05 sangat kuat karena 0,811 < 0,5 dan searah karena nilai angka pearson correlation (+) atau = 0,811; (5) kualitas layanan (x1) mempengaruhi keputusan pembelian (z) berkontribusi secara signifikan karena 0,000 < 0,05, memiliki hubungan dan hubungan keduanya bersifat cukup kuat dan searah dikatakan hubungan karena sig = 0,000 < 0,05 cukup kuat karena 0.511 > 0,5 dan searah karena nilai angka pearson correlation (+) atau = 0,511; (6) komunikasi pemasaran (x2) mempengaruhi keputusan pembelian (z) berkontribusi secara signifikan karena 0,003 < 0,05, memiliki hubungan dan hubungan keduanya bersifat cukup kuat dan searah dikatakan hubungan kuat karena sig = 0,000 < 0,05 cukup kuat karena 0,531 > 0,5 dan searah karena nilai angka pearson correlation (+) atau = 0,531; (7) persepsi konsumen (y) mempengaruhi keputusan pembelian (z) berkontribusi secara signifikan karena 0,000 < 0,05, memiliki hubungan dan hubungan keduanya kuat dan searah dikatakan hubungan karena sig = 0,000 < 0,05, kuat karena 0,653 > 0,5 dan searah karena nilai angka pearson correlation (+) atau = 0,6. simpulan kualitas layanan dan komunikasi pemasaran secara sama-sama mempunyai pengaruh yang signifikan terhadap persepsi konsumen, yaitu sebesar 65,8%. dapat diartikan bahwa persepsi konsumen dipengaruhi oleh kualitas layanan dan komunikasi pemasaran, di mana kualitas layanan berpengaruh secara signifikan dengan sifat yang sangat rendah dan searah, yaitu sebesar 38,3%. sedangkan komunikasi pemasaran berpengaruh secara signifikan dengan sifat yang sangat kuat dan searah sebesar 25,9%. kualitas layanan, komunikasi pemasaran dan persepsi konsumen secara samasama mempunyai pengaruh yang signifikan terhadap keputusan pembelian, yaitu sebesar 61,7%. dapat diartikan bahwa keputusan pembelian dipengaruhi oleh kualitas layanan, komunikasi pemasaran, dan persepsi konsumen, di mana kualitas layanan berpengaruh secara signifikan dengan sifat yang cukup kuat dan searah sebesar 19,36%, dan komunikasi pemasaran berpengaruh secara signifikan dengan sifat yang kuat dan searah sebesar 10,89%. sedangkan persepsi konsumen berpengaruh secara signifikan dengan sifat yang kuat dan searah sebesar 10,89%. dengan memperhatikan hasil analisis dan pembahasan sebelumnya, maka saran-saran yang didapat diberikan kepada perusahaan adalah (1) sebaiknya perusahaan harus tetap mempertahankan kualitas layanan dan juga ditingkatkan lagi, karena kualitas layanan merupakan cara yang potensial yang dapat dilakukan untuk mempengaruhi persepsi konsumen dan keputusan pembelian; (2) sebaiknya komunikasi pemasaran lebih ditingkatkan lagi karena komunikasi pemasaran merupakan salah satu cara untuk mempengaruhi persepsi konsumen dan keputusan pembelian; dan (3) perusahaan harus memperhatikan dan mengembangkan faktor-faktor lainnya yang dapat mempengaruhi persepsi konsumen selain kualitas layanan dan komunikasi pemasaran karena secara bersama-sama hanya 48 journal the winners, vol. 10 no. 1, maret 2009: 40-48 mempengaruhi sebesar 65,8%. begitu pula dengan faktor-faktor lainnya yang mempengaruhi keputusan pembelian juga harus turut diperhatikan dan dikembangkan karena kualitas layanan, komunikasi pemasaran dan persepsi konsumen secara bersama-sama hanya mempengaruhi sebesar 61,7%. daftar pustaka kotler, p. (2003). marketing management, 11th ed., new jersey: prentice international, inc. lwin, m., and aitchison, j. (2005). clueless in advertising, jakarta: bhuana ilmu populer. rochaety, e. et al. (2007). metodologi penelitian bisnis dengan aplikasi spss, jakarta: mitra wacana media. riduwan dan kuncoro, e.a., (2008). cara menggunakan dan memakai analisis jalur (path analysis), cetakan kedua, bandung: alfabeta. schiffman, l.g., dan kanuk, l.l. (2007). perilaku konsumen, cetakan kedua, jakarta: pt indeks group gramedia. simamora, b. (2003). memenangkan pasar dengan pemasaran efektif dan profitabel, cetakan kedua, jakarta: pt gramedia pustaka utama. umar, h. (2005). riset pemasaran dan perilaku konsumen, jakarta: pt gramedia pustaka utama. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 57 the winners, 22(1), march 2021, 57-65 doi: 10.21512/tw.v22i1.7019 does discount matter in indonesia e-wallet race: a generation z e-wallet preferences during pandemics arum prasasti1*; fatwah inna aulisaina2; muhamad arif rahman hakim3 1,2,3department of management, faculty of economics, state university of malang jl. semarang no. 5, lowokwaru, malang, jawa timur 65145, indonesia 1arum.prasasti.fe@um.ac.id; 2fatwah.inna.1904136@students.um.ac.id; 3muhamad.arif.1904136@students.um.ac.id received: 30th january 2021/ revised: 05th march 2021/ accepted: 05th march 2021 how to cite: prasasti, a., aulisaina, f. i., & hakim, m. a. r. (2021). does discount matter in indonesia e-wallet race: a generation z e-wallet preferences during pandemics. the winners, 22(1), 57-65. https://doi.org/10.21512/tw.v22i1.7019 abstract the research aimed to examine the intention of generation z when using e-wallet for payments and the influence of discounts towards using e-wallet in the time of pandemics. the research applied a qualitative method with total data of 22 students, collected using in-depth interviews through whatsapp free call. the result shows that discount gives an impact on generation z in choosing the e-wallet, but a long-term loyalty is not guaranteed. the finding demonstrates that there are other influential factors for generation z to choose e-wallet, namely ease of use, interrelated apps with the e-wallet, the security system, and cashless society. the limitations of the research lie in the relatively small numbers of respondents. due to pandemics with physical distancing requirements, the research only carries out on data collected from 22 students from economics faculty in the state university of malang, indonesia. however, the research provides an insightful analysis for digital payments industry as a reference. it is expected that fellow researchers and academicians use the research as a fundamental to further investigate digital payments, especially amongst generation z in indonesia or other parts of the world. keywords: e-wallet race, consumer preference, covid-19 pandemic i. introduction in indonesia, the use of electronic wallet (e-wallet) as a payment method increasingly grows. e-wallet transaction has reached usd 1,5 billion or approximately rp 21 trillion. the data from bank indonesia in 2019 has proven that the digital payment user in indonesia is exponentially increasing. whereas e-wallet platform by indonesian internet-based company has been increasing by 50% since q4 in 2017 to q2 in 2019 (devita, 2019). the multitude of local financial technology (fintech) companies make indonesian people choose them as the favourite fintech to use. the data of iprice and app annie show the top five most used e-wallet in indonesia, namely gopay, ovo, dana, linkaja, and jenius (devita, 2019). the e-wallet platform is currently on price war to attract more consumers, especially the generation z. the demographic of indonesian shows that generation z population in the 2030 will be bigger than before (devita, 2019). therefore, the e-wallet industry in indonesia holds a huge potential. the use of e-wallet cannot be separated from the internet. internet users in indonesia are dominated by millennials which have reached around 40% of the total population. the current and future indonesian market is also dominated by millennials and generation z. in 2020, their population will be the largest and will continue to dominate until 2035 (alvara strategic research, 2019). there are 88,66% of young people who own cell phones. referring to the survey results in 2019 concerning indonesian millennial and generation z, 98,2% of them spend 4-6 hours per day on the internet via smartphone (alvara strategic research, 2019). however, the number gen z using the internet is higher than millennials by 13% (hinduan, anggraeni, & agia, 2020). gen z consumers is expected to increase their per capita spending by more than 70% in the next five years. gen z and millennials have a passion for digital media, where e-wallet is one of their digital tools (bona et al., 2020). there are several factors that influence millennials to use e-money or cash (“cashless society”, 2019), namely: 1) cash as an unsafe option, 2) budgeting and monitoring expenses, 3) speed and convenience, and 4) the availability of discounts and/ or cashback. regarding gen z, 34% of them globally 58 the winners, vol. 22 no. 1 march 2021, 57-65 use e-wallet with similar reasons (jones, 2020). the country e-wallet platform is now thriving by using discount to attract gen z. if one walk up to the high street or shopping mall, they will see many of these e-wallet offering discount or cashback (putera, 2019). theoretically, price cut or price promotion is a common marketing tools for business due to its straight forward implementation and promising in a short run (drechsler et al., 2017). in practice, a consumer can save subsequent amount of money when purchasing a product on discount. recent evidence suggests that discounts represent the promise that consumers will gain more benefits on their shopping value (çavuşoğlu, demirağ, & durmaz, 2020). price reductions are essentially aimed at increasing consumers' interest, product sales and the attractiveness of the product (janiszewski & cunha, 2004). price becomes the initial stages before consumer buy a product. this perception of value includes rational consumer evaluations of the cost consumers pay to obtain the product (çavuşoğlu et al., 2020). in general, if consumers purchase a product at the lowest price, they will gain more benefits from the product (çavuşoğlu et al., 2020). ovo, gopay, and many other e-wallets in indonesia are strengthening the consumers’ trust and loyalty by giving discounts on their applications, even more during pandemics (cicatiello, secondi, & principato, 2019). those promotional activities are heating up between e-wallet players since the last few years (putera, 2019). catching on the phenomenon of e-wallet race in indonesia, the research has two research objectives, namely: (1) to examine gen z’s intention and motive in using e-wallet and (2) to find out the influence of discount for gen z in choosing e-wallet. previous research have established that gen z are technologically savvy. (roblek et al., 2019; turner, 2015; pérez-escoda, castro-zubizarreta, & fandosigado, 2016). in addition, the emerging of electronic payment provides multiple benefits such as low risk, convenience, and helping stakeholders in the financial institutions (dennehy & sammon, 2015; vlasov, 2017; bezhovski, 2016). however, much of the research has been separately conducted in nature and has not drawn any research towards gen z’s intention in using e-wallet, and/or how discount influences their decision to use e-wallet. the research attempts to show that gen z’s choice on e-wallet is influenced by many factors, one of which is discount as the biggest contributor, especially in the time of pandemic. the year of 2020 begins with a virus outbreak in wuhan, mainland china that has spread worldwide. the pandemic brought changes to people’s livelihood, behaviours, and habits. therefore, it affects their financial matter. it is believed that one financial problem tends to make people save money by cutting purchases or find products on discount. considering recent events, the research is commenced. research has shown that the virus can be transmitted through passing money from one’s hand to others’, which increases the surge of digital payments amongst people (de’ et al., 2020). the research uses qualitative methods to reveal gen z’s behaviour in state university of malang. by employing qualitative modes of inquiry, the research attempts to illustrate how gen z behaves towards e-wallet, and whether discount influences their decision to use e-wallet during pandemics. data are collected using in-depth-interview through phone call and video call since it is considered one of the best ways to understand consumer behaviour. by understanding the perspective of the largest population in indonesia, it seems hard to ignore this generation’s existence and the critical role they play, especially in this strange and difficult time. the united states scholar defines gen z in a different classification. parker and iglenik (2020) point out that the generation cohort is divided into a few categories, namely: 1) the silent generation (born in 1922-1945), 2) the baby boomers (born in 19461964), 3) generation x (gen x) (born in 1965-1980), 4) millennials (born 1981-1996), and 5) generation z (gen z) (born 1997-onwards). according to huang and cheng (2013), gen z is aged between 15-24 years old (born after 1990), currently in their late adolescence and early adulthood. gen z has been labelled as digital natives generation (huang & cheng, 2013; roblek et al., 2019). gen z grows up in the booming period of communication technologies and tends to use various technologies on a daily basis (casey, 2021). these characteristics coincide with consultancy reports in malaysia that informed youths (i.e., born around 1997) as gen-z who spends a great deal of time using devices such as browsing social media sites and buying products and services via online (nielsen, 2012). gen-z is also endorsed as the i-generation, net-gen and digital natives growing up during the technology explosion (turner, 2015). this generation's characteristic is education-oriented which holds a great deal of knowledge about new technologies and devices (nielsen, 2012; pérezescoda et al., 2016). they are more interested in exploring new technologies, persistence on ease to use devices, and a desire to feel secure and prefer to temporarily escape from realities whenever they encounter challenges (wood, 2013). there have been several research on electronic wallet (e-wallet). kim, mirusmonov, and lee (2010) explain that mobile payment (m-payment) is any payment in which a mobile device is used to initiate, authorise and confirm a commercial transaction. the presence of m-payment has manifested multiple benefits to various stakeholders such as financial institutions, mobile network operators, integration partners, merchants, consumers and regulators (dennehy & sammon, 2015). vlasov (2017) points out that customers would have low risk of losing money by using e-money. in addition, e-money could eliminate tension when stores do not have small change, and customers could easily top up their balance and transfer money amongst their circle (yeboah-asiamah et al., 2018). customers could access transaction records at any time to keep track and manage their 59does discount matter in indonesia.... (arum prasasti, et al.) spending (baqer et al., 2019). after the growing trend in e-wallet, baqer et al. (2019) convey that e-wallets competes to add additional values in the form of loyalty cards, special deals and embed cutting-edge technology to enhance customer security. the intention to use e-wallet has been engaged in several studies. hill (1977) emphasizes that the high level of usefulness will significantly affect the intention of use. he states that customers try to find the simplest way to make the payment. they tend to compare the previous payment method with the current one to assess the usefulness of each payment method, in order to get simpler payment method (kim et al., 2010). the intention to use can be someone's behaviour as how they continuously get the value and trust play of the system (zhou & lu, 2011). digital stuff’s ease of use increases the user’s awareness that using a particular system is easy to control. it has been considered as the valuable aspect that stimulates the intention to use technology (venkatesh, 2000; davis et al., 1989). innovation interest seems much higher in developing market such as malaysia, indonesia, india and thailand (“asia pacific e-commerce”, 2020). in addition, the perceived risk of covid-19 significantly affects customers’ intention to use e-wallet. the results show that covid-19 outbreak has made customers in many countries worry about getting infected by the virus that can possibly be transmitted through physical money (aji et al., 2020; ather et al., 2020). discount as a promotional tools is largely explored in several previous research. price cut or price promotion is a common marketing tools for business due to its straight forward implementation and promising in a short run (drechsler et al., 2017). the research subsequently follows a previous research mentioning that discount cannot guarantee the long term effects of a product purchase (jedidi et al., 1999). moreover, foubert et al. (2018) emphasize that price cuts hold a cost advantage, which is considered more appealing to the consumers. as such, discount is provided by business not only to promote their product but also to retain current consumers (cicatiello et al., 2019). ipsos also demonstrates that most first-time e-wallet users are motivated by promotions, hence the phenomenon of e-wallet competition is indeed similar (agung, 2020). consumer preference is regarded in several works of literature. the main factor on influencing consumer preference, satisfaction, and perception is the quality of the product itself (rust & oliver, 2000). suls & wallston (2009) also confirm the benefit of platforms such as ease of use, security, reliance, and efficacy are the most affecting issues about technology control and adoption. the lower grade of these factors could lead the preference and satisfaction to a lower level in adopting digital technology. most of the consumers have a preference on using the latest technology which makes things more efficient and effective (lai, 2017). digital mobile payment provides service for several types of transaction such as bill payment, fund transfer, and shopping. it is believed that consumer will share the experience to their friends, family, and acquaintances when they feel satisfied (dahlberg et al., 2008). moreover, consumers use technology continually only if it gives them benefits and fulfils their needs (karnouskos & fokus, 2004). ii. methods the research uses interview method to examine the intention of using e-wallet and impact of discount towards user's intention to choose e-wallet product. interview in qualitative research is one of the most important step in data collection (prasasti, 2018). interview has been commonly used in field study and ethnographic research (qu & dumay, 2011). there are numbers of well-known interview types to collect facts such as focus group discussing and indepth interviews (gubrium et al., 2012). qualitative research covers the way of asking the limitation of study and specific information that the researchers aim for (rubin & rubin, 2012). basically, the art of qualitative research lies on the orientation of asking question and interpreting answers. to identify the factors that influence user's intention to choose the e-wallet, the questions focuses on features—discount, comfort, and security—and how big the impact of discount is. the research is supported by the high numbers of gen z to do online shopping in various electronic platform. the high level of consumption in indonesia compared to another asean country becomes the reason to conduct the research. such high level of consumptive behaviour is contributed by the presence of e-marketplaces in indonesia. most indonesians choose online shopping rather than offline shopping (“netizen indonesia paling gemar”, 2019). therefore, this phenomenon should have an impact on the use of e-wallet in indonesia. reports have shown that indonesian consumers tend to shop online during the pandemic to avoid being exposed to the virus. this is prevalent amongst gen z which is commonly called as post-millennial. it seems that they likely spend their time and money on online shopping and transactions. this group of informants are selected as the research would like to find out the significant impact on the use of e-wallet in indonesia (tashandra, 2018). target sample of the research is aimed to the student of economic and business faculty, state university of malang, class of 2019. covid-19 pandemic gives impact on how in-depth-interview is carried out. the initial plan is to do face-to-face interview. however, due to the covid-19 surge, the informants are interviewed via whatsapp call as they should stay at home. the duration of the interview is about 1020 minutes long. the interviews are conducted during october 2020, 8 months into pandemics. the respondents are being approached by selecting several groups of students who have already undertake marketing management class classified into the gen 60 the winners, vol. 22 no. 1 march 2021, 57-65 z category. the informants selected in this category are assumed that they have already understood the discount concept in marketing. to ensure validity and reliability of the research, the informants’ data is analysed by implementing data saturation technique to ensure no new information coming out from all interview results (hayashi et al., 2019). the interview begins with asking about their consent to record their name and voices until finally, 22 respondents are selected to participate. the sample of the interview questions are provided: 1) how do you make payments in every online transaction to date in 2020? (qr1); 2) how often do you use e-wallet in your transaction for the last 7 months? (qr2); 3) what makes you choose e-wallet as your payment preference? (qr3); 4) which one of these e-wallets that you frequently used? (ovo, gopay, dana, linkaja, shopeepay) (qr4); 5) which factors that influence you the most for using a specific e-wallet product? is it discount? (qr5); 6) if there will be no more discount offered, are you going to switch to another e-wallet? (qr6) the data are analysed using content analysis by tabulating, grouping, and classifying the interview results. content analysis is defined as a procedure for reviewing the contents of recorded text, allowing the researcher to comprise a larger extent of textual information, and to systematically recognise and classify its properties such as frequencies of the most used key words (klenke, 2016). in recent years, scholarly awareness in content analysis methods has increased in variation of disciplines involving strategic management, psychology, and being attributed in software equipment (duriau et al., 2007; waller & fawcett, 2013). in another note, content analysis consents the researcher to create replicable and effective inferences from data to their text (krippendorff & bock, 2009). this kind of text can be defined as book or articles, and also non-text based such as photography, video text, or another communicative medium. data in the research are analysed based on interview excerpts and supporting literatures using qualitative research software, nvivo, to code and understand essential key findings. iii. results and discussions despite many limitations in conducting faceto-face interviews due to the covid-19 pandemic, whatsapp free call is used for the data collection. this does not hindrance the process, yet the interview has been a successful one. the 10-to-20-minute interview comes up with good responses from our informants. according to the first question (qr1), respondents’ answer is in line with previous research that they are choosing electronic wallet for any online payment. from 22 respondents, it is found that they used electronic wallet mostly for payment method. additionally, the finding shows that there are individuals who use more than one type of electronic wallet. however some respondents indicate that they are still comfortable with conventional payment method. being indolent for doing top-up and often running out of e-wallet balance are the reasons for them to use cash. here is the excerpt of conversation: interviewer: how do you make payments in every online transaction to date in 2020? informant: mm, i usually use e-wallet, but it depends on the situation (interview 21, khansa) informant: i usually make the payment with cash and m-banking, but for online transportation i often use e-wallet (interview 22, mifta) informant: it is balance, i do transaction 50% using cash and 50% using e-wallet. (interview 8, nisa) following qr2, all respondents have agreed that all of them use e-wallet for making an online payment, yet it is just the intensity of use that sets them apart. their responses quite diverse from one another. some of them also give us the comparison in the usage of e-wallet and cash. they state that they often use the e-wallet when certain discount events are given by the platform. meanwhile others point out they often use e-wallet for online transportation through the application. this result is supported by agung (2020) that, on average, respondents use e-wallet weekly or 1-2 times per week. interviewer: how often do you use e-wallet in your transaction for the last 7 months? informant: i often use e-wallet due to a lot of transaction i have done, perhaps it takes 50% cash and 50% e-wallet (interview 18, usamah) informant: i often use e-wallet, perhaps i use shopeepay twice a week (interview 20, dinda) informant: perhaps, once in a month i use e-wallet (interview 8, nisa) informant: i use about twice in a week (interview 7, namira) responding to the third question (qr3), our informants have enthusiastically pointed out the reasons they used e-wallet as their payment method preference. it is explained that there is more than one influential factor to use e-wallet. few of them states that it would be more uncomplicated. besides, the interrelated application with the e-wallet also makes them prefer to pay the bill using it. the example of our interview is provided in the excerpt: 61does discount matter in indonesia.... (arum prasasti, et al.) interviewer: what makes you choose e-wallet as your payment preference? informant: because they (the platform) give us the ease of use, and also the security system. anyway, the discount given by the application also becomes my reason to use the e-wallet. (interview 18, usamah) informant: cash payment method requires me to go out, while shopeepay only need to be reloaded. (interview20, dinda) informant: it’s interrelated with the application, so it is easier to be used. (interview 3, ifa) informant: because to me, cash is only for paying the unexpected needs. as long as we can top up the balance in our e-wallet. i will use the e-wallet. (interview 1, rani) for qr4, different kinds of response is received. some of them either use only one product of e-wallet or use more than one kind of e-wallet. from 22 respondents, it is found that 17 respondents use ovo, 12 respondents choose shopeepay, 9 respondents use gopay, 5 respondents have linkaja, and 4 informants choose dana (see figure 1). the result demonstrates that ovo is the most used e-wallet amongst them. from the coding reference in nvivo software, 14 of 22 respondents are using ovo. they use either ovo alone or altogether with other e-wallet services. the respondents choose ovo since it hands out discount offers, especially for new users. in addition, ovo provides the complete features, security system, and ease of use for their application. different reason comes from shopeepay user as it is the second most used e-wallet. they use shopeepay to get the extra cashback and free shipping discounts. all ovo users have agreed they will stay with ovo because it maintains giving a lot of benefits even after discount offers are reduced or eliminated. on the other hand, shopeepay users state that they will leave shopeepay and go back to using cash when shopeepay no longer offers cashback and discount purchases. it shows that discounts are not the only significant factor that influences customer loyalty to use e-wallet in making transactions. the data shows that ovo is the most used e-wallet. the familiarity of the platform and features of ovo have strengthened respondents’ loyalty towards ovo as their favourite e-wallet. therefore, it is considered that ease of use is one of the reasons people choose e-wallet (dennehy and sammon, 2015). in this question, the informants actively give their voice and their opinion about e-wallets reflected at the excerpt of interview: interviewer: which one of these products which you use the most? (ovo, gopay, dana, linkaja, shopeepay) informant: i use shopeepay and ovo, but shopeepay that i use the most (inteview 9, indah) informant: mostly i use ovo (interview 4, lurus) informant: i use ovo for daily needs (interview 19, dewa) figure 1 summary of the ovo coding reference source: data analysis, 2020 regarding qr5, the respondents state that discount is the feature which influence them in choosing the e-wallet product. here is the excerpt example: interviewer: what factors influence you the most for using a specific e-wallet product? is it discount? informant: ovo makes it easy for me to connect with certain merchant products (interview 1, rani) informant: i use e-wallet due to the discount that i got (interview 8, nisa) informant: i got the best security system, lots of discount and also cashback (interview 13, lina) however, the research finds out that discount is not the only factor that encourage customers to choose e-wallet. the other features includes convenience, interesting user interface design, and the ease of making payment in all places. in addition, most customers use the e-wallet for various needs. this proves that lots of factors can motivate them to consider reasons needed to choose an e wallet. interestingly, when the excerpts are analysed using nvivo, the coding reference shows that 14 respondents are influenced by discount when 62 the winners, vol. 22 no. 1 march 2021, 57-65 using an e-wallet product. this result corroborates with the current phenomenon of e-wallet race in indonesia, as demonstrated in figure 2. figure 2 discount and cashback coding reference source: data analysis, 2020 the sixth question (qr6) is the most confusing part for them to answer. it takes time for them to find out the correct answer. this last question requires a consideration whether they will be loyal to the current e-wallet when there are no more discount. some respondents state that they will stay loyal with their current e-wallet if they have found it comfortable. nevertheless, a few people point out that they will not be using the e-wallet if the discount or cashback are no longer available. interviewer: if there will be no more discount offered, are you going to switch to another e-wallet? informant: when i got no discount anymore, i will be still using this e-wallet. because the aim of using this is, i got the benefit and comfort (interview 13, lina) informant: if there is a better feature (discount), why don’t we choose that one? (interview 14, agitha) based on the interview, it is found that the informants frequently use e-wallet for a specific reason such as online transportation. the majority of them mostly use electronic wallet as an online payment method. however, some of them still use cash for daily payment. it is found that the use of e-wallet has different intensity depending on the needs of each respondents. according to the answer, ovo is considered the most popular e-wallet among the other products. this result is in line with the latest research report in asia pacific e-commerce and payment guide in 2020 mentioning that ovo is the most used e-wallet for online and offline transaction (“asia pacific e-commerce”, 2020). research has recorded that the transaction in ovo is already above 1 billion rupiahs. the ease of use, the abundance of benefits, and the interrelating of the application (e.g. ovo-grab) are the reasons why most of the respondents choose ovo. moreover, the research finds that discount is the most important feature that e-wallet should have. the finding shows that the respondents will use e-wallet which gives a lot of discount and cashback. respondents agrees discount is not everything as they could still get benefits although discount is not available. these results reflect those of ipsos customer experience research which finds that 68% of ipsos respondents agrees that convenience is the main reason to keep using e-wallets over cash, while promotion is the second reason, at 23% (agung, 2020). e-wallet users have become accustomed to cashless payment as it begins to form part of lifestyle. in addition, promotions does not affect their decisions as much of using e-wallet (agung, 2020). figure 3 illustrates the interview results in hierarchy chart on when they appear the most from the informant response. figure 3 hierarchy chart classification source: data analysis, 2020 figure 3 provides information on discount and cashback as the most discussed factors by our informants, followed by ovo as the most used e-wallet, and finally usage intensity of their e-wallet choices. iv. conclusions the development of e-wallets in 2020 is flourishing. gen zs becomes the majority of e-wallet users, so the research offers insight into gen z's interest in using e-wallet through in-depth interviews with 22 respondents from faculty of economics, state university of malang, indonesia. the result does not adequately represent gen z in indonesia, yet only in a small part of the country. the research finds that all respondents have known and used e-wallet for offline 63does discount matter in indonesia.... (arum prasasti, et al.) and online transaction. most of them are attracted to use e-wallets due to the discount factor. there are several other reasons for choosing e-wallet such as interrelated application with the e-wallet, applications’ ease of use, and the increase of cashless society. the research also shows that ovo and gopay become the most popular applications despite the expired discounts. thus, the research results indicate that discounts are the prevalent factor in choosing e-wallet amongst gen z, which can contribute to future research agenda towards gen z’s e-wallet usage, especially for a literature review in consumer behaviour and preference. however, major limitation lies on our sample size. the data are collected from 22 students from faculty of economics in the state university of malang, indonesia. nevertheless, the research provides an insightful analysis for a reference to fellow researchers, academicians, as well as digital payments industry. the research can also be a basis for further research in digital payments, especially amongst gen z in indonesia or other part of the world. in future studies, it is recommended to expand the studies into different cultures and geographies. on a side note, the research is carried out during covid-19 pandemic, in which plenty of people avoid direct contact with things such as paper money, thus e-wallet is preferred for this reason. for future studies, it will be useful to achieve more structured and comprehensive results by conducting research during a different time or expanding the research sample. therefore the findings of future research might not be similar with the ones in this unprecedented time. references agung, b. 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(2011). the effects of personality traits on user acceptance of mobile commerce. international journal of human-computer interaction, 27(6), 545-561. https://doi.org/10.1080/10447318.2011.55 5298. microsoft word 03 artikel tita deitiana_setting.doc 22 journal the winners, vol. 10 no. 1, maret 2009: 22-30  pengaruh indeks dow jones, nikkei 225, kospi, dan shanghai composite index terhadap indeks harga saham gabungan bursa efek indonesia periode tahun 2004 -2008 tita deitiana1; stella2 1, 2 trisakti school of management jln. kyai tapa no. 20 grogol, jakarta 11440 tita@stietrisakti.ac.id, stella@stietrisakti.ac.id abstract the jakarta composite index has been positively growing for last six years. as we know, the globalization is already happening in the financial sector and strong relationships have developed between the global stock markets all around the world. this research was intended to know and analyze the simultaneous and partial effect of the global stock index to jakarta composite index. the global stock index is represented by four regional indexes, namely dow jones, nikkei 225, kospi, and shanghai composite index. the research method used is multiple regression analysis used to find out the effect of independent variables to dependent variable. the data was the weekly closing price of dow jones, nikkei 225, kospi, and shanghai composite index as independent variables and the jakarta composite index as a dependent variable from year 2004 to 2008. results indicate that simultaneously and partially the dow jones, nikkei 225, kospi, and shanghai composite index affected the jakarta composite index. this result shows that recently the movement of the jakarta composite index is being influenced by the movement of global stock index. keywords: jakarta composite index, dow jones index, nikkei 225 index, kospi index, shanghai composite index abstrak jakarta indeks harga saham gabungan positif yang berkembang untuk enam tahun terakhir. seperti kita ketahui, globalisasi telah terjadi pada sektor keuangan dan menyebabkan hubungan yang kuat antara pasar saham global di seluruh dunia. penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh secara simultan dan parsial dari indeks saham global ke jakarta composite index. indeks saham global diwakili oleh empat indeks regional, yaitu dow jones, nikkei 225, kospi, dan shanghai composite indeks. metode penelitian yang digunakan adalah analisis regresi berganda untuk mengetahui pengaruh variabel independen terhadap variabel dependen. data yang digunakan adalah harga penutupan mingguan dow jones, nikkei 225, kospi, dan shanghai composite indeks sebagai variabel independen dan ihsg sebagai variabel dependen dari tahun 2004 ke 2008. hasil penelitian menunjukkan bahwa secara simultan dan parsial dow jones, nikkei 225, kospi, dan shanghai composite index mempengaruhi ihsg. hal ini menunjukkan bahwa belakanganini pergerakan ihsg dipengaruhi oleh pergerakan indeks saham global. kata kunci: indeks harga saham gabungan, indeks dow jones, indeks nikkei 225, indeks kospi, indeks komposit shanghai pengaruh indeks dow jones, .....(tita deitiana; stella) 23  pendahuluan pergerakan indeks saham di suatu negara sudah tentu tidak terlepas dari kondisi perekonomian negara itu secara makro. selain itu, indeks saham juga bergerak mengikuti optimisme dan pesimisme para investor saham. untuk indonesia dan beberapa bursa saham yang kapitalisasi pasarnya relatif kecil, optimisme dan pesimisme para investor saham asing diduga sangat menentukan pergerakan indeks sahamnya. rontoknya bursa-bursa global bisa menjadi sentimen negatif pada pergerakan indeks harga saham gabungan (ihsg). investor melihat pasar saham global dunia masih belum berada kondisi yang stabil, apalagi lembaga pemeringkat standard & poor's kemarin baru saja menurunkan outlook atas peringkat inggris dari 'stabil' ke 'negatif'. penurunan outlook itu bisa berimplikasi pada penurunan peringkat 'aaa' inggris. ihsg di bursa efek indonesia (bei) hari ini masih mengacu pergerakan bursa global maupun regional. sementara itu, dalam era globalisasi dengan batas antar negara yang semakin tidak jelas membuat indeks bursa saham antarnegara saling terkait, karenanya ihsg juga sangat dipengaruhi indeks dow jones dan indeks regional lainnya. pasar modal indonesia melalui bei merupakan bagian tak terpisahkan dari kegiatan bursa saham global. penelitian yang dilakukan oleh moh.mansur (2005) menyatakan bahwa bagi investor yang akan melakukan transaksi investasi portofolio di bursa efek indonesia, sebaiknya memperhatikan kondisi bursa saham di negara lain karena pergerakan yang terjadi di bei tersebut dipengaruhi oleh pergerakan bursa global. berdasarkan uraian di atas, penelitian ini dilakukan dengan tujuan untuk mengetahui, baik simultan maupun parsial besarnya pengaruh indeks harga saham bursa global, yang terdiri dari indeks dow jones, nikkei 225, kospi, dan shanghai composite (sse) terhadap ihsg di bursa efek indonesia. penelitian ini dilakukan dengan berdasarkan pada perumusan masalah sebagai berikut (1) bagaimanakah pengaruh indeks dow jones terhadap ihsg di bei, (2) bagaimanakah pengaruh indeks nikkei 225 terhadap ihsg di bei, (3) bagaimanakah pengaruh indeks kospi terhadap ihsg di bei, dan (4) bagaimanakah pengaruh indeks sse terhadap ihsg di bei. saham dapat didefinisikan sebagai tanda penyertaan atau kepemilikan seseorang atau badan dalam suatu perusahaan atau perseroan terbatas. wujud saham adalah selembar kertas yang menerangkan bahwa pemilik kertas tersebut adalah pemilik perusahaan yang menerbitkan surat berharga tersebut. porsi kepemilikan ditentukan oleh seberapa besar penyertaan yang ditanamkan di perusahaan tersebut (darmadji dan fakhruddin, 2001: 5). pada saat resesi ekonomi, harga saham ini tetap tinggi, di mana emitennya mampu memberikan dividen yang tinggi sebagai akibat dari kemampuan emiten dalam memperoleh penghasilan yang tinggi pada masa resesi. jenis saham terbaru yang diperdagangkan di bei adalah exchange trade fund (etf), yaitu gabungan reksadana terbuka dengan saham dan pembelian di bursa seperti halnya saham di pasar modal, bukan di manajer investasi (mi). etf dibagi dua, yaitu etf index yang menginvestasikan dana yang dikelolanya dalam sekumpulan portofolio efek yang terdapat pada satu indeks tertentu dengan proporsi yang sama dan close and etfs, yang terdiri dari dana yang diperdagangkan di bursa efek yang berbentuk perusahaan investasi tertutup dan dikelola secara aktif. secara sederhana, yang disebut dengan indeks harga adalah suatu angka yang digunakan untuk membandingkan suatu peristiwa dibandingkan dengan suatu peristiwa lainnya. (tim bei, 2009). angka indeks atau sering disebut dengan indeks saja, pada dasarnya merupakan suatu angka yang dibuat sedemikian rupa sehingga dapat dipergunakan untuk melakukan perbandingan antara kegiatan yang sama dalam 2 waktu yang berbeda (j. supranto, statistik, jakarta: penerbit erlangga, 1994). indeks harga saham adalah indikator perdagangan saham, yang disusun dengan satu formula tertentu yang berlangsung di bursa efek. 24 journal the winners, vol. 10 no. 1, maret 2009: 22-30  setiap bursa efek memiliki indeks harga saham yang berbeda-beda. di new york stock exchange (nyse) dikenal indeks dow jones industrial average (djia) yang berisi 30 jenis saham unggulan. di bei kita mengenal beberapa indeks harga saham, di mana indeks yang berisi totalitas saham yang tercatat di bursa disebut dengan ihsg. selain itu, ada indeks lq 45 yang berisi 45 jenis saham. setiap periode tertentu, 45 jenis saham itu akan dievaluasi sehingga komposisinya mengalami perubahan. ada saham yang keluar dan ada saham yang baru masuk. indeks berfungsi sebagai indikator tren pasar, artinya pergerakan indeks menggambarkan kondisi pasar pada suatu saat, apakah pasar sedang aktif atau lesu. dengan adanya indeks, kita dapat mengetahui tren pergerakan harga saham saat ini, apakah sedang naik, stabil atau turun. pergerakan indeks menjadi indikator penting bagi para investor untuk menentukan, apakah mereka akan menjual, menahan atau membeli suatu atau beberapa saham. karena harga-harga saham bergerak dalam hitungan detik dan menit, maka nilai indeks pun bergerak turun naik dalam hitungan waktu yang cepat pula. demikian juga dengan indeks harga saham, indeks di sini akan membandingkan perubahan harga saham dari waktu ke waktu. seperti dalam penentuan indeks lainnya, dalam pengukuran indeks harga saham kita memerlukan 2 macam waktu, yaitu waktu dasar dan waktu yang berlaku. waktu dasar akan dipakai sebagai dasar perbandingan, sedangkan waktu yang berlaku merupakan waktu, di mana kegiatan akan diperbandingan dengan waktu dasar. indeks harga saham dibagi menjadi dua, yaitu (1) indeks harga saham individu. indeks harga saham individu hanya menunjukkan perubahan dari suatu harga saham suatu perusahaan. indeks ini tidak bisa untuk mengukur harga dari suatu saham perusahaan tertentu atau dapat dikatakan bahwa indeks individual saham merupakan suatu nilai yang mempunyai fungsi untuk mengukur kinerja kerja suatu saham tertentu terhadap harga dasarnya; (2) indeks harga saham gabungan (ihsg). (ihsg) akan menunjukkan pergerakan harga saham secara umum yang tercatat di bursa efek. indeks inilah yang paling banyak digunakan dan dipakai sebagai acuan tentang perkembangan kegiatan di pasar modal. ihsg ini bisa untuk menilai situasi pasar secara umum atau mengukur, apakah harga saham mengalami kenaikan atau penurunan. indeks harga ini melibatkan seluruh harga saham yang tercatat bursa. metode perhitungan indeks harga saham dibagi menjadi dua cara sebagai berikut. pertama, indeks harga saham individu. seperti sudah dijelaskan pada uraian sebelumnya, untuk menghitung saham, kita memerlukan waktu dasar dan waktu yang berlaku. harga dasar sering disebut ho dan harga yang berlaku sering disebut dengan ht. harga dasar ditetapkan sebesar 100%. secara sederhana rumus untuk menghitung indeks harga saham adalah: %100 0 x h h ihs t= di mana: ihs = indeks harga saham ht = harga pada waktu yang berlaku h0 = harga pada waktu dasar pergerakan nilai indeks akan menunjukkan perubahan situasi pasar yang terjadi. pasar yang sedang bergairah atau terjadi transaksi yang aktif, ditunjukkan dengan indeks harga saham yang mengalami kenaikan, kondisi ini yang biasanya menunjukkan keadaan yang diinginkan. keadaan stabil ditunjukkan dengan indeks harga saham yang tetap, sedangkan pasar yang lesu ditunjukkan dengan indeks harga saham yang mengalami penurunan. waktu dasar merupakan komponen yang penting dalam penentuan indeks harga saham, maka untuk menentukan waktu dasar harus dilakukan dengan benar karena akan dipakai sebagai patokan. pengaruh indeks dow jones, .....(tita deitiana; stella) 25  waktu dasar dipilih pada saat situasi stabil, pada saat situasi tidak stabil, misalkan pada saat indeks harga tinggi. untuk penentuan indeks harga selanjutnya hasilnya kurang valid karena akan menunjukkan bahwa indeks harga cenderung terus menerus menurun. sebaliknya, jika penentuan waktu dasar pada saat pasar sedang lesu, indeks harga akan cenderung menunjukkan peningkatan. indeks saham individual sangat bermanfaat, khususnya bagi calon investor dalam penentuan jenis saham yang akan dibeli. indeks saham individual tidak akan berubah jika harga pasar saham tersebut tidak berubah. hal ini disebabkan karena harga dasar bersifat tetap. besarnya harga dasar ini akan tetap, sepanjang tidak ada perubahan harga pasar akibat dari harga teoritis baru suatu saham sebagai hasil perhitungan dari pengaruh aksi emiten seperti rights issue, stock split, saham bonus, dividen saham, warrant redeption, dan sebagainya (robbert ang, 1997). kedua, indeks harga saham gabungan. situasi pasar secara umum baru dapat diketahui jika kita mengetahui indeks harga saham gabungan. untuk perhitungan indeks harga saham gabungan ini, caranya hampir sama dengan menghitung indeks harga saham individual, tetapi harus menjumlahkan seluruh harga saham yang tercatat. rumus untuk menghitung indeks harga saham gabungan (ihsg) adalah: %100 0 x h h ihsg t ∑ ∑= di mana: ihsg = indeks harga saham gabungan ∑ht = total harga semua saham pada waktu yang berlaku ∑h0 = total harga semua saham pada waktu dasar dari harga indeks inilah kita bisa mengetahui apakah kondisi pasar sedang ramai, lesu atau dalam keadaan stabil. angka ihsg menunjukkan di atas 100 berarti kondisi pasar sedang ramai, sedangkan pada saat ihsg menunjukkan di bawah 100 berarti kondisi pasar sedang lesu, dan ihsg menunjukkan nilai 100 berarti pasar dalam keadaan stabil. dengan semakin terintegrasinya perekonomian global dan menyatunya pasar uang beberapa negara dalam wilayah yang berdekatan, maka ketergantungan ekonomi suatu negara pada ekonomi dunia juga semakin besar, demikian juga yang terjadi dengan pasar modal suatu negara. nachrowi dan usman (2006) menjelaskan bahwa pasar modal yang kuat dapat mempengaruhi pasar modal yang lemah. sebagai salah satu pasar modal yang sedang berkembang, bei diduga sangat dipengaruhi indeks pasar saham dunia yang berkapitalisasi besar, yaitu dow jones industrial average (djia) dari bursa saham new york, nikkei 225 (bursa saham tokyo), kospi (bursa saham korea), dan sse (bursa saham shanghai). indeks dari keempat bursa itu dapat digunakan sebagai variabel independen yang menentukan pergerakan ihsg. walaupun peranan investor domestik makin meningkat, akan tetapi terdapat kebiasaan dari investor domestik untuk melakukan strategi mengekor pada investor asing atau setidaknya investor domestik menggunakan perilaku investor asing sebagai acuan (cahyono, 2000: 93). berdasarkan uraian pada kerangka teoritis tentang beberapa indeks bursa global yang mempengaruhi ihsg bei, maka hipotesis yang akan diuji dalam penelitian ini dapat dirumuskan sebagai berikut: h1 : terdapat pengaruh indeks dow jones terhadap ihsg bei h2 : terdapat pengaruh indeks nikkei 225 terhadap ihsg bei h3 : terdapat pengaruh indeks kospi terhadap ihsg bei h4 : terdapat pengaruh indeks sse terhadap ihsg bei 26 journal the winners, vol. 10 no. 1, maret 2009: 22-30  sedangkan model penelitian dapat dilihat pada gambar berikut (gambar 1). gambar 1 model penelitian metode penelitian pengumpulan data dan pemilihan sampel metode penelitian bersifat ex post-facto, yaitu pengumpulan data dilakukan setelah semua kejadian selesai berlangsung. pengambilan sampel dilakukan dengan non probability random sampling dengan metode purposive sampling. sampel yang diambil adalah indeks penutupan mingguan selama 5 tahun terakhir, yaitu tahun 2004 sampai dengan 2008, untuk indeks dow jones, indeks nikkei 225, indeks kospi, shanghai composite index dan ihsg bei. berdasarkan kriteria tersebut, maka diperoleh 170 sampel yang dapat mewakili populasi dan memenuhi syarat. operasionalisasi variabel-variabel penelitian variabel-variabel yang digunakan dalam penelitian ini berjumlah 7, yaitu (1) indeks dow jones. menggunakan metode price weighted, di mana dow jones adalah indeks utama pada bursa saham new york dan perhitungannya menggunakan sampel seluruh saham yang listing di bursa saham nyse; (2) indeks nikkei 225. indeks ini memakai metode price weighted, di mana sahamsaham yang menjadi sampel pada perhitungan indeks ini terdiri dari 225 perusahaan ranking tertinggi pada sesi pertama di bursa saham tokyo. indeks ini diperkenalkan pada tanggal 16 mei 1949, dengan harga rata-rata 176,21 dan dengan pembagi 225; (3) indeks kospi. perhitungannya memakai metode value weighted. indeks ini menggunakan sampel seluruh saham yang tercatat di bursa saham korea. indeks ini dihitung berdasarkan nilai dasar pada tanggal 4 januari 1980; (4) indeks sse. indeks sse menggunakan metode value weighted, di mana indeks ini dihitung dari hasil perkalian total kapitalisasi pasar seluruh saham di bursa shanghai pada hari yang bersangkutan dengan nilai dasar yang telah ditetapkan, yaitu 100 serta dibagi dengan nilai dasar pada periode dasar, yaitu 19 desember 1990; dan (5) ihsg bei. ihsg bei dihitung dengan menggunakan metode value weighted berdasarkan kapitalisasi pasar. perhitungan ihsg mencakup seluruh saham yang listing di bei. tahun dasar ihsg adalah 10 agustus 1982. analisis data analisis data yang digunakan dalam penelitian ini adalah analisis regresi berganda (multiple regression). alasan penulis memilih metode analisis regresi berganda di dalam penelitian ini karena pengaruh indeks dow jones, .....(tita deitiana; stella) 27  penulis ingin mengetahui pengaruh antara beberapa variabel independen (indeks dow jones, nikkei 225, kospi, dan sse) terhadap variabel dependen (ihsg). adapun bentuk persamaan regresi berganda yang akan digunakan adalah sebagai berikut: ihsg = essebkospibnikkeibdowjonesba +++++ 4321 di mana: ihsg = indeks harga saham gabungan bursa efek indonesia dowjones = indeks dow jones nikkei = indeks nikkei 225 kospi = indeks kospi sse = indeks sse metode estimasi yang digunakan dalam penelitian ini adalah ordinary least square (ols). hasil estimasi yang menggunakan metode ols diharapkan bersifat best linear unbiased estimate (blue). untuk itu model yang dibuat harus memenuhi beberapa asumsi dasar ols, yaitu tidak ada hubungan erat antar variabel bebas (multikolinearitas), nilai varians dari residual adalah sama (homoskedastisitas), tidak terjadi autokorelasi, dan data residual bersifat normal. hasil dan pembahasan tabel 1 statistik deskriptif variabel n minimum maximum mean deviasi standar ihsg bei 170 1028.98 2830.26 1764.54671 540.474716 indeks dow jones 170 6626.94 14066 11035.4568 1675.37742 indeks nikkei 225 170 7173.1 18239 13402.5582 3065.10592 indeks kospi 170 911.3 2028.06 1424.42394 279.6463 indeks sse 170 1026.12 5777.81 2576.09665 1261.79825 tabel 2 hasil estimasi regresi variabel b std. error t sig. tolerance vif konstanta -311.289 117.344 -2.653 0.009 indeks dow jones 0.057 0.019 3.033 0.003 0.154 6.481 indeks nikkei 225 -0.070 0.009 -7.498 0.000 0.185 5.413 indeks kospi 1.519 0.103 14.692 0.000 0.181 5.528 indeks sse 0.087 0.023 3.829 0.000 0.182 5.493 r r square adj. r square f statistik sig (f) durbin watson asymp. sig. (k-s) 0,956 0,915 0,913 441,842 0,000 0,287 0,669 28 journal the winners, vol. 10 no. 1, maret 2009: 22-30  gambar 2 hasil uji homoskedastisitas sebelum pengujian hipotesis dilakukan, maka terlebih dahulu dilakukan uji asumsi klasik yang terdiri dari multikolinearitas, homoskedastisitas, autokorelasi, dan normalitas. nilai tolerance yang lebih dari 0,1 dan vif yang kurang dari 10 menunjukkan bahwa tidak terjadi masalah multikolinearitas. nilai durbin watson sebesar 0,287 yang lebih kecil dari nilai dl sebesar 1,728 menunjukkan bahwa terdapat autokorelasi positif. hasil scatter plot menunjukkan bahwa titik-titik yang menyebar dan tidak membentuk pola tertentu dalam scatter plot tersebut sehingga dapat disimpulkan bahwa asumsi homoskedastisitas terpenuhi atau tidak terjadi problem heterosledastisitas. pengujian normalitas dengan one sample kolmogorov smirnov test menunjukkan hasil sig. sebesar 0,669. nilai sig. yang lebih besar dari tingkat signifikansi 0,05 menunjukkan bahwa asumsi normalitas residual terpenuhi. dari hasil uji asumsi klasik di atas, diketahui bahwa asumsi autokorelasi tidak terpenuhi. hal ini disebabkan data penelitian berurutan sepanjang waktu atau time series sehingga terjadi gangguan dari satu observasi ke observasi lainnya. dengan adanya perpanjangan periode penelitian, dibandingkan dengan penelitian sebelumnya, diharapkan problem tersebut hilang. akan tetapi, problem autokorelasi tersebut tetap terjadi, dan selanjutnya dalam penelitian ini asumsi autokorelasi dalam model penelitian diabaikan, dengan harapan penelitian ini dapat memberikan hasil yang terbaru. hasil uji asumsi multikolinieritas, homoskedastisitas dan normalitas tersebut juga menyatakan bahwa ketiga asumsi tersebut terpenuhi sehingga dari hasil tersebut model regresi ganda yang dihasilkan diasumsikan memenuhi syarat blue. hasil uji-f menunjukkan sig. sebesar 0,000. hal tersebut menunjukkan bahwa variabel independen (indeks dow jones, nikkei 225, kospi, dan sse) secara bersama-sama mempunyai pengaruh terhadap variabel dependen (ihsg). berdasarkan hasil uji-f tersebut, dengan demikian uji secara parsial (uji-t) untuk menjawab hipotesis penelitian dapat dilakukan sehingga diketahui variabel independen mana saja yang mempengaruhi harga saham. hasil uji-t menunjukkan nilai sig. untuk indeks dow jones sebesar 0,003. nilai sig. tersebut kurang dari 0,05 sehingga dapat disimpulkan bahwa hipotesis pertama (h1) dapat diterima, di mana terdapat pengaruh indeks dow jones terhadap ihsg. penelitian ini mendukung penelitan indra kusuma (2008) yang menunjukkan bahwa indeks dow jones berpengaruh signifikan terhadap ihsg, tetapi tidak konsisten dengan penelitian moh.mansur (2005) yang menyatakan bahwa secara individual, indeks dow jones tidak mempunyai pengaruh terhadap ihsg. nilai sig. untuk indeks pengaruh indeks dow jones, .....(tita deitiana; stella) 29  nikkei 225 sebesar 0,000 menunjukkan nilai yang lebih kecil dari 0,05. dari hasil tersebut, dapat disimpulkan bahwa hipotesis kedua (h2) dapat diterima, di mana terdapat pengaruh yang signifikan indeks nikkei 225 terhadap ihsg. hasil penelitian ini konsisten dengan penelitian moh.mansur (2005) yang menyatakan bahwa secara individual indeks nikkei 225 mempengaruhi ihsg. nilai sig. indeks kospi yang sebesar 0,000 juga lebih kecil dari 0,05, di mana hal ini menunjukkan bahwa hipotesis ketiga dapat diterima sehingga terdapat pengaruh indeks kospi terhadap ihsg. hasil ini mendukung penelitian moh.mansur (2005) yang menyatakan bahwa indeks kospi secara individual mempengaruhi ihsg. hasil sig. indeks sse sebesar 0,000 juga menunjukkan nilai yang lebih kecil dari 0,005 sehingga dapat disimpulkan hipotesis keempat juga dapat diterima, di mana terdapat pengaruh indeks sse terhadap ihsg. hasil ini mendukung pernyataan anggarini lubis (2009) dalam artikelnya yang menyatakan bahwa indeks shanghai memberikan pengaruh besar pada indeks harga saham gabungan (ihsg). simpulan berdasarkan hasil penelitian dan pembahasan yang telah dikemukakan, maka dapat disimpulkan bahwa indeks dow jones, nikkei 225, kospi, dan sse, baik secara simultan maupun parsial mempunyai pengaruh yang signifikan terhadap ihsg bei. penelitian ini mendukung penelitian yang dilakukan oleh moh.mansur (2005) tentang pengaruh indeks bursa global terhadap indeks harga saham gabungan pada bursa efek jakarta tahun 2000 sampai 2002, di mana hasilnya adalah indeks nikkei 225 dan indeks kospi mempunyai pengaruh signifikan terhadap ihsg bei. penelitian ini juga mendukung penelitian yang dilakukan oleh indra kusuma yang menyatakan bahwa dow jones berpengaruh signifikan terhadap ihsg serta mendukung artikel anggraini lubis (2009) yang mengemukakan bahwa indeks shanghai berpengaruh terhadap ihsg. keterbatasan penelitian ini adalah (1) penelitian yang dilakukan hanya mencakup 4 variabel independen, yaitu indeks dow jones, nikkei 225, kospi, dan sse sehingga tidak mencerminkan reaksi ihsg di pasar modal dunia secara keseluruhan; (2) penelitian yang dilakukan hanya menggunakan 5 tahun penelitian, yaitu dari tahun 2004 sampai 2008. dari beberapa keterbatasan yang dikemukakan tersebut, hasil penelitian ini diharapkan dapat mendorong penelitian-penelitian berikutnya. para peneliti dapat melanjutkan penelitian ini dengan mempertimbangkan beberapa faktor seperti (1) menambah variabel independen dengan indeks bursa global lainnya, dan (2) jumlah periode pengamatan penelitian diperluas agar sampel yang diperoleh lebih banyak dan dimungkinkan masalah autokorelasi dapat teratasi. daftar pustaka ang, r. (1997). buku pintar pasar modal indonesia, mediasoft indonesia. cahyono, jaka e (2000). 22 strategi dan teknik meraih untung di bursa saham. jilid 1. jakarta: elex media komputindo darmadi, t., dan fakhruddin, hm (2001). pasar modal di indonesia: pendekatan tanya jawab. jakarta: salemba empat. 30 journal the winners, vol. 10 no. 1, maret 2009: 22-30  kusuma, i. (2008). dampak perubahan indeks saham dow jones di new york stock exchange dan harga minyak dunia terhadap pergerakan indeks harga saham gabungan di bursa efek indonesia. lubis, anggraini (2009). bumi sokong ihsg pagi naik 25 poin, waspada online. diambil dari http://www.waspada.co.id/index.php?option=com_content&view=article&id=46138:saham_i ndeks shanghai_seret_ihsg_ke_zona_negatif&catid=18&itemid=95. mansur, m. (2005). pengaruh indeks bursa global terhadap indeks harga saham gabungan (ihsg) pada bursa efek jakarta periode tahun 2000-2002, bandung: universitas padjajaran. nachrowi, nachrowi d. dan hardius usman (2006). ekonometrika untuk analisis ekonomi dan keuangan-pendekatan populer dan praktis. jakarta: lpfe ui. supranto, j. (1994). statistik: teori dan aplikasi, jakarta: erlangga. tim bei. memahami indeks harga saham. h.u menado post, edisi 1 april 2009. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 1 the winners, 23(1), march 2022, 1-9 doi: 10.21512/tw.v23i1.7078 the effect of perceived usefulness and perceived easiness towards behavioral intention to use fintech by indonesian msmes astri wening perwitasari* management department, universitas internasional semen indonesia kompleks pt semen indonesia (persero) tbk., jl. veteran, sidomoro, gresik regency, east java 61122, indonesia astri.perwitasari@uisi.ac.id received: 21st february 2021/ revised: 21st april 2021/ accepted: 22nd april 2021 how to cite: perwitasari, a. w. (2022). the effect of perceived usefulness and perceived easiness towards behavioral intention to use fintech by indonesian msmes. the winners, 23(1), 1-9. https://doi.org/10.21512/tw.v23i1.7078 abstract the research aimed to test how are micro small medium enterprise (msmes) acceptance towards financial technology (fintech). the number of msme that using fintech is still need to be maximized. msmes were chosen as research object due to their numerous contribution in gross domestic product (gdp). therefore, it was considered important to understand msme’s notion to use fintech in their business operation, which is wellknown that financial technology could give a lot of services which may improve msmes performance. the research adopted the technology acceptance model (tam) theory to determine the effect of the variable perceived of usefulness and perceived ease of use on behavioral intention to use fintech services by msme entrepreneurs. technology acceptance model had been the most widely applied model to measure and analyze a technology's use and acceptance. the descriptive quantitative research was applied. the analysis using multiple linear regression tests on 60 respondents. respondents were managers of msmes who use financial technology services in their business operations in any form. classical assumption testing was carried out to meet the requirements of multiple linear regression analysis. the data met the criteria for multiple linear regression. the results reveal that perceived of usefulness and perceived ease of use variables simultaneously affect the behavioral intention to use financial technology services. partially, perceived of usefulness affects behavioral intention to use, as well as the perceived ease of use affects behavioral intention to use financial technology services. keywords: perceived usefulness, perceived easiness, behavioral intention, fintech, msme i. introduction technology nowadays has developed rapidly and covered various fields. finance is one of the fields that have been affected by technological developments. fintech currently has a decisive role in varieties of financial transactions. indonesia currently is experiencing high growth in the fintech industry. various types of fintech products provide specific financial services, making it easier for public to make transactions. this can be seen from the development of fintech lending, which increased in the accumulated amount of loans in december 2019, reaching a value of idr 81,50 trillion, an increase of 259,56% ytd. the increase in the number of outstanding fintech lending loans in december 2019 reached idr 13,16 trillion, an increase of 160,84% ytd. the number of lender and borrower accounts also increased. the number of lender accounts in december 2019 was 605.935 accounts, while borrower accounts reached 18.569.123 accounts (“statistik fintech lending”, 2020). fintech uses information technology developments to improve services in the financial industry (napitupulu et al., 2017). leong (2018) defines fintech as an innovative ideas which improve financial service process by proposing technology solutions according to different business situation. fintech is a financial system supported by technology, including online funding, digital payments, or data processing with the help of artificial intelligence. with this technology, it is easy for consumers to access various digital financial services. the advancement of financial technology is in line with the development of smartphone and internet technology, which currently cannot be separated from daily activities (asosiasi 2 the winners, vol. 23 no. 1 march 2022, 1-9 fintech indonesia, 2018). fintech has started to develop in 1866 (fintech 1.0 era) where this development was still based on the development of infrastructure in the form of computers and networks. furthermore, 1967 was the start of fintech 2.0 era, whose development began to focus on the internet and digitization, until era 3.0 entered in 2008. from 2008 until now, fintech has entered fintech era 3.0 to 5.0. in the 3.0 era, the development of fintech occurred rapidly with the development of smartphones (napitupulu et al., 2017). bank indonesia through bank indonesia regulation no. 19/12/pbi/2017 about implementation of financial technology issued on 30 november 2017 divides the types of fintech into five categories, which are: 1) payment systems, 2) market support, 3) investment management and risk management, 4) loans, financing and provision of capital, and 5) other financial services (harahap et al., 2017). another categorization is carried out by napitupulu et al. (2017), dividing fintech services into three major categories, namely: 1) payment and transfer, 2) alternative ending and financing, and 3) others. the development of fintech products in indonesia is currently quite large and rapid. based on data by financial services authority of indonesia (ojk), as much as 22,6 trillion rupiahs of p2p (peerto-peer) lending was disbursed during 2018 and experienced a significant increase in 2019, reaching 60,4 trillion rupiahs, almost three times the previous year. the number of borrower accounts has also increased, surprisingly reaching 4,3 million accounts in 2018, and increasing to 14,3 million borrower accounts in 2019 (dsresearch, 2019). fintech digital payment services development is also interesting. a survey by dsresearch of 787 respondents stated that 82,7% of them understand and are familiar with digital wallet products. some of the most frequently used digital wallet services in indonesia include gopay and ovo, with more than 80% of the total number of users on each platform. the institute for development of economics and finance (indef) predicts that p2p lending can contribute up to 100 trillion rupiahs in indonesia's gdp. in 2019 p2p lending contributed as much as 60 trillion to gdp. fintech is estimated to keep increasing in 2020. the estimated increase in 2020 is influenced by two factors, ease of transactions and increased indonesian people's financial literacy. according to indef, the increase in financial literacy is from 29,07% in 2016 to 38,03% in 2019. data show that in 2017 most fintech transactions are dominated by payment services, covering 32% of the total transactions using fintech. investment through fintech is next with 17% coverage, followed by other fintech (blockchain, insurance, online trading, etc.) 16%, lending 15%, point of sales 11%, and crowdfunding 9% (dsresearch, 2019). fintech services certainly provides many benefits, one of which is its benefit for msmes. payment and lending services in fintech helps msme transaction efficiently. fintech-supported payment services make it very easy for consumers to make the transaction process faster and easier. lending can also be used by msme to meet capital requirements. msme is small business which meet some criteria in indonesia’s law number 20 of 2008 about micro, small and medium enterprises. msme is divided into three categories, which are micro business, small business, and medium business. micro business is a productive business owned by an individual and/or an individual business entity that meets the criteria for the maximum amount of assets of idr 50.000.000 excluding land and buildings or has a maximum turnover of idr 300.000.000. small business is a productive economic business that stands alone, carried out by an individual or a business entity that is not a subsidiary or branch of a company that is owned, controlled, or is a part, either directly or indirectly, of a medium or large business that owns net assets between idr 50.000.000 to idr 500.000.000 excluding land and buildings or having annual sales proceeds between idr 300.000.000 to idr 2.500.000.000. lastly, medium business is a productive economic business that stands alone, carried out by an individual or business entity that is not a subsidiary or branch of a company that is owned, controlled, or is part of either directly or indirectly with a small or large business with net assets between idr 500.000.000 to idr 10.000.000.000 excluding land and buildings or has annual sales proceeds of between idr 2.500.000.000 to idr 50.000.000.000. the number of msmes in indonesia in 2017 has reached 62.922.617 businesses and increased by about 2% in 2018 to 64.194.057 (indrawan, 2019). the contribution of msmes to gdp reached 60% (“sektor ukm terus didorong”, 2019). msme also have critical role on employment. it is stated that it supplies 99,8% of the country’s employment and account more of 95% off all enterprises indonesia (maksum, rahayu, & kusumawardhani, 2020). safitri (2020) states that indonesia’s economy development is strongly influenced by the msme. it will be a an important issue to developing it-based msme and optimally utilizing fintech, especially with the incessant cashless movement that bank indonesia suggested some time ago. digital payment services are closely related to msme products, such as shopeepay, gopay, and ovo. data shows that gopay is currently used in more than 370 cities in indonesia with more than 360.000 small and medium business partners (asosiasi fintech indonesia, 2018). according to leong (2018), there are four major categories of fintech application, namely: 1) payment, 2) advisory service, 3) financing, and 4) compliance. mckinsey's released data indicate that digital activities can boost 10% of indonesia's gdp in 2025 (wibowo, 2017). businesses in indonesia play an essential role in the use of fintech by the community. if more businesses use or accept fintech in their transactions, it is possible that the use of fintech by consumers will undoubtedly increase. although some fintech services are predicted to 3the effect of perceived.... (astri wening perwitasari) provide benefits to msmes, in fact, maximizing the use of fintech still has to be pursued. the pwc survey concludes that around 74% of msmes could be targeted for fintech financing (annur, 2019). this opportunity will certainly be achieved if msmes as the main object choose fintech lending as an alternative financing. this is not only applied to lending, but also payment services and other fintech services. in fact, optimizing the absorption of the use of fintech by msmes, will also requires the intervention of financial regulators in formulating rules or policies for implementing the use of fintech in indonesia. according to abubakar & handayani, (2018), the current implementation of fintech regulations in indonesia remains lacking, so it requires the responsiveness of regulators to deal with it. it is very important to know the perceptions of fintech users, especially by msmes, given the various services provided by fintech for msmes. the research will explores msmes' behavioral intention in using fintech by adapting the technology acceptance model (tam). it is a model to determine user acceptance attitudes towards technology. tam is the most widely applied model to measure and analyze a technology's use and acceptance. according to candra et al. (2020), tam can be used to measure the level of acceptance and utilization of a consumer technology. in the research, tam is used to analyze the acceptance of fintech by indonesian msmes. tam uses a behavioral theory approach to the technology adoption process (venkatesh, 2000). according to the tam model, two factors determine user behavior perceived ease of use and perceived usefulness. the research uses these two variables to see their effect on behavioral intentions to use financial technology services. tam bases behavioral intention to use on two behaviors, namely perceived ease of use and perceived usefulness. it is believed that the perceived ease of use affects the perceive of usefulness since the easiness of technology will increase the useful itself (venkatesh, 2000). according to davis (1989), perceived usefulness is the degree to which a person believes that using a particular system will improve their performance. this term is in accordance with the word “useful” whose definition is abilities to be used profitably. there are several indicators davis (1989) used to measure the perceived usefulness of a system or technology, namely: 1) faster work, 2) job performance, 3) increase in productivity, 4) effectiveness, and 5) makes work easier and useful. perceived ease of use is the degree of a person's belief that using a particular system will be free from (or reduce) the effort it issues. the term is in accordance with the definition of the word “ease” (to make it easier), which means freedom from great difficulty or effort. several indicators for measuring the perception of ease include are easy to learn, controllable, clear and easy to understand, flexible, easy to become proficient, and easy to use (davis, 1989). according to agarwal and karahanna, in aditya and wardhana (2016), behavioral intention is the desire or interest to carry out a particular behavior. vijayasarathy (2004) shows that behavioral intention can be a good predictor of technology use. candra et al. (2020) also states that behavioral intention is a significant determinant in the actual use of a system or technology. basically, the intention to behave and actualization of behavior have a strong correlation. in the research, behavioral intention to use is the intention or interest to use fintech. some researchers had conducted studies with various tam adoption models. one of them was by aboelmaged & gebba (2013) on the adoption of mobile banking usage. the result shows that perceived usefulness does not affect the decision to adopt or use mobile banking, and perceived ease of use does not influence mobile banking usage behavior in the united arab emirates. lule, omwansa, and mwololo (2012), on mobile-banking adoption in kenya, shows that the perceived usefulness variable does not affect adopting m-banking use. however, the perceived ease of use affects the mobile-banking adoption decision in kenya. chuang et al. (2016) also conduct research on the adoption of fintech services in taiwan, which reveals that perceived usefulness and perceived ease of use affect attitude toward using fintech. the adoption of the tam model in the research expected to predict the behavior of msmes acceptance of fintech services and be able to provide deeper information about this behavior for both fintech companies, users, and regulators in the financial sector. figure 1 shows the research model: figure 1 research model based on the theoretical basis that has been described, the hypotheses are: h1 : there is an effect of perceived usefulness on behavioral intention to use fintech by msmes h2 : there is an effect of perceived ease of use on behavioral intention to use fintech by msmes h3 : there is an effect of perceived usefulness and perceived ease of use simultaneously on behavioral intention to use fintech by msmes ii. methods the research uses primary data by distributing questionnaires to respondents. question item measures 4 the winners, vol. 23 no. 1 march 2022, 1-9 used likert scale of 1 to 5. scale 1 means strongly disagree, and scale 5 means strongly agree. table 1 shows indicators of the variables which is used in the questionnaire: table 1 variables and indicators no. variable indicators source 1 perceived usefulness (pu) 1. speed up works davis (1989)2. effectiveness 3. makes works easier 4. helpful 5. job performance 2 perceived ease of use (peu) 1. easy to learn davis (1989)2. clear and easy to understand 3. can be controlled 4. easy to use 3 behavioral intention of use (biu) 1. intention to always using (hanggono et al., 2015) 2. prediction to continue using 3. always try to use the sample selection method is purposive sampling technique with the condition that the respondent is the manager or owner of msmes who understands and becomes a user of fintech in any form of service. determination of the number of samples taking into account the opinion sekaran and bougie (2009) and ferdinand (2002) that a sample size of more than 30 and less than 500 is appropriate for most studies. the number of samples is the number of indicators multiplied by 5 to 10. therefore, the research uses 60 samples to meet the minimum requirements based on the arguments of previous researchers. the research conducts validity test and reliability test. the validity test is carried out by testing the pearson product-moment correlation, namely by connecting each statement item score with the questionnaire's total score. a reliability test is used to see the consistency and reliability of the data collected. the research conducts the reliability test using cronbach's alpha. the next step is classical assumption test. the classical assumption test is the test to see if the data meet multiple linear regression tests requirements. the tests are the normality test, multicollinearity test, heteroscedasticity test, and linearity test. hypothesis testing is conducted using a multiple linear regression test. the f-test is to see the variable’s effect simultaneously. at the same time, the t-test is conducted to see each variable’s partial effect. the coefficient of determination is to see the extent of the independent variables’ influence on the dependent variable. iii. results and discussions based on the collecting data process, there are 60 data that can be used for the next analysis. table 2 is a summary of the respondent’s data obtained. table 2 respondent descriptions based on gender men 26 43,33% women 34 56,67% based on education background elementary-junior high school graduate 1 1,67% high school graduate 31 51,67% diploma/bachelor 20 33,33% post graduate 8 13,33% based on the types of fintech that they use payment 57 95% lending 3 5% based on the period of using fintech less than 1 year 18 30% 1 – 2 years 31 51,67% more than two years 11 18,33% respondents’ descriptions based on the type of fintech used to refer to the financial technology service brand or financial technology service provider company. 57 respondents answered using fintech payment type using financial technology services such as ovo, gopay, shopeepay, and dana. based on filling out the questionnaire by the respondent, each question item and variable has an average score as shown in table 3. each variable has a high average score. the variable perceived usefulness with the item that fintech increases business productivity (sales) has the lowest average score (4,07). this result might happen because not all businesses entirely depend on fintech in their operations, so fintech might increase sales but not significantly. while the item accelerating transactions has the highest average score (4,42). using fintech for various transactions only needs a smartphone. which is now smartphone is an item that must be carried anywhere. internet connection also develops better by continuously increasing the speed and expansion of the network. the perceived ease of use variable with indicator ease of controlling gets the lowest average score (4,15). this result is due to the variety of services provided by different companies, so the use of one type of fintech in a particular company will have limited control over the service. for example, when using gopay, transactions that consumers can make are related to transportation, food, medicine, etc. however, transactions such as buying clothes, bags, shoes, etc. will be more suitable if consumers 5the effect of perceived.... (astri wening perwitasari) use the shopeepay platform. the ease of use indicator obtained the highest average score (4,30). fintech users find fintech is very easy to use. this easiness is supported by sophisticated technology and user interface that support convenience. the appearance of fintech applications usually contains pictures and words that explain, accompanied by information or procedures for their user. in the behavioral intention to use variable, the item with the lowest average score is the prediction to continue using fintech (3,83). continued use of fintech is the lowest indicator might seem because of the variety and specific fintech platforms, while technology continues to evolve. this might make some platform become obsolete to use. as it is now, online banking can almost be used for various types of transactions. hence, it will be better for fintech product providers to meet consumers' needs and desires in using fintech services. the item always trying to use fintech has the highest average score (4,18). this might be caused by the variety of services and continuous development, so users still want to continue to use and find out the suitable product for their needs in using fintech. hypothesis testing begins by testing the research instrument, which is the questionnaire. the validity test used pearson product-moment correlation test by linking each item score with the questionnaire items' total score. questionnaire items are declared valid if the significance value per item is < 0,05 or the calculated r-value is more than the r-table value. table 4 shows the results of the validity test processing. table 4 validity test item r-calculated r-table sig. pu1 0,827** 0,2542 0,000 pu2 0,772** 0,2542 0,000 pu3 0,829** 0,2542 0,000 pu4 0,854** 0,2542 0,000 pu5 0,734** 0,2542 0,000 table 3 descriptive analysis variables item statements average item score average variable score perceived usefulness pu1 financial technology services help me make transactions in my business faster 4,42 4,27 pu2 financial technology services add to the effectiveness of my business (for example, payment transactions are safer or services can be used as i needed) 4,40 pu3 financial technology services help make it easier for me to run a business (for example, online payment features (gopay, ovo, etc.), online financial management services, online cashbook services, online credit, etc.) 4,28 pu4 in my opinion, financial technology services provide positive benefits for my business because of their various reliability (functions). 4,20 pu5 financial technology services help my business in increasing productivity/sales. (for example, by using gofood / gopay, ovo, shopeepay services to increase your sales) 4,07 perceived ease of use peu1 for me, using financial technology services is easy to learn (for example, there are instructions or access to how to use these financial technology services) 4,18 4,2 peu2 the financial technology services that i use are straightforward and easy to understand. for example, because of the easy access and application display that is accompanied by clear instructions, hence it is easy to understand 4,18 peu3 i can control the financial technology services that i use (the use of financial technology services can be used according to my needs) 4,15 peu4 in my opinion, the financial technology services that i use are easy to use for transactions 4,30 behavioral intention to use biu1 i still use financial technology services, even though there have been various changes in features or rules. 3,95 3,99 biu2 once using financial technology services, there will be a desire to continue using them 3,83 biu3 after knowing that there are various types of financial technology services, i feel like trying to make more use of them by adjusting their development to my business in the future 4,18 6 the winners, vol. 23 no. 1 march 2022, 1-9 item r-calculated r-table sig. peu1 0,783** 0,2542 0,000 peu2 0,888** 0,2542 0,000 peu3 0,820** 0,2542 0,000 peu4 0,853** 0,2542 0,000 biu1 0,761** 0,2542 0,000 biu2 0,698** 0,2542 0,000 biu3 0,873** 0,2542 0,000 ** correlation is significant at the 0,01 level (2-tailed). based on the data processing results, each item's significance value is 0,000 < 0,05, and the value of r-count > r-table, which means that the question items in the research instrument are valid. the next instrument test is the reliability test by looking at the cronbach`s alpha value. in the testing process, whether reliable or not, the research instrument depends on cronbach's alpha value. if the cronbach's alpha value is more than > 0,6, the research instrument is reliable (sujarweni, 2014). the results of data processing are provided in table 5. table 5 reliability test reliability test result cronbach's alpha n reliability 0,950 12 reliable based on the processing results, the cronbach alpha value is 0,95 (more than 0,05), which means the instrument is reliable and can be used for further analysis. the next step is doing classical assumptions test to meet the requirements of hypothesis testing with multiple linear regression. the classical assumption tests include normality test, multicollinearity test, heteroscedasticity test, and linearity test. normality test, as seen in table 6, is done to see the distribution of data, whether it is distributed normally or not. data normality is tested using the kolmogorov-smirnov test. criteria for interpretation of test results is determined by looking at the significance value of the test. if the significance value is more than 0,05, the data is normally distributed. the data are normally distributed with a significance of 0,200. table 6 normality test one-sample kolmogorov-smirnov test unstandardized residual asymp. sig. (2-tailed) 0,200a,b a. lilliefors significance correction. b. this is a lower bound of the true significance. the classical assumption for liniear regression cannot bo done if data has multicollinearity condition. multicollinearity test is conducted by looking at the tolerance and vif (variance inflation factor) values. it will determine the multicollinearity of the data. there is no multicollinearity if the tolerance value is more than 0,10 or the vif value is less than 10. table 7 multicollinearity test variable tolerance vif pu 0,201 4,979 peu 0,201 4,979 the regression's tolerance value between the independent and dependent variables is 0,201, which is more than 0,10. table 7 shows that the vif value is 4,979 or less than 10, which means no multicollinearity between variables. another assumption that needs to be fulfilled is heteroscedasticity-free among the variables. to make sure that there is no heterocedasticity symptoms, tests are carried out using the glejser test. the interpretation of the test results is taken by looking at the regression's significance value between the independent variables and the residuals' absolute value. the regression model does not experience heteroscedasticity symptoms if the test's significance value is more than 0,05. the results are shown in table 8. table 8 heteroscedasticity test variables regressions significance pu*biu 0,258 peu*biu 0,106 both variables have a significance value of more than 0,05, which means there is no symptom of heteroscedasticity in the model. the last step is linearity test to make sure that the data meet regression assumptions. a linearity test is carried out to see if there is a linear relationship between the dependent and independent variables. the research uses the spss test for linearity. it indicates a linear relationship if the test results in a significance value of more than 0,05. table 9 shows the results of linearity testing with spss. each independent variable’s significance with the dependent variable is more than 0,05, which means that there is a linear relationship between each independent variable and the dependent variable. lastly, regression test is conducted to determine the result of hypothesis test. the research uses multiple linear regression tests consisting of the f-test, t-test, and the coefficient of determination. the coefficient of determination is the proportion in the dependent variable that the independent variable can explain. the coefficient of determination is table 4 validity test (continued) 7the effect of perceived.... (astri wening perwitasari) indicated by the value of adjusted r-squared, which results from multiple linear regression testing. the greater the adjusted r2 value, the better the research model used. the results of data testing are provided in table 10. table 9 linearity test coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 0,312 0,222 1,405 0,166 pu -0,060 0,155 -0,154 -0,523 0,603 peu 0,068 0,105 0,192 0,653 0,517 a. dependent variable: absolut_re table 10 coefficient determination model summaryb model r r-squared adjusted rsquared 1 0,825a 0,681 0,670 a. predictors: (constant), peu, pu b. dependent variable: biu the coefficient of determination is indicated by the adjusted r-squared value of 0,670, which means that the behavioral intention to use variable is influenced by the perceived usefulness and perceived ease to use variables by 67%, while other variables influence the other 33%. the f-test determined whether the independent variables simultaneously significantly affect the dependent variable. the f test results are provided in table 11. table 11 f test anovaa model sum of squares df mean square f sig. 1 regression 24,201 2 12,101 60,769 0,000b residual 11,350 57 0,199 total 35,551 59 a. dependent variable: biu b. predictors: (constant), peu, pu table 11 shows the influence between the perceived usefulness and perceived ease to use together on behavioral intention to use. the two independent variables together affect the dependent variable if the test’s significance value is less than 0,05 or the f-calculated value (60,77) is greater than the f-table (2,16). the test results show that the significance value is 0,000, less than 0,05, which shows a simultaneous influence between the dependent and independent variables. t-test shows how far the influence of one independent variable individually (partially) explains the dependent variable’s variation. the test shows that each perceived usefulness and perceived ease of use affects behavioral intention to use. the independent variable is declared to significantly affect if the significance value is less than 0,05 or the t-calculated is more than the t-table, as seen in table 12. table 12 t-test coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 0,094 0,365 0,257 0,798 pu 0,517 0,188 0,459 2,749 0,008 peu 0,401 0,172 0,389 2,327 0,024 a. dependent variable: biu the test results shows that perceived usefulness affects the behavioral intention to use variable with a significance value of 0,008. likewise, perceived ease to use has an effect on behavioral intention to use with a significance value of 0,024. this result is in line with the research by chuang et al. (2016) regarding the adoption of fintech in taiwan; aditya and wardhana (2016) regarding the adoption of the use of the instant messenger line application, and handayani and harsono (2016) regarding tam on computerization of land activities. the result is also in line with singh et al., (2020) who state that perceived of usefulness is the key factor that positively influences intention to use fintech while perceived ease of use positively impacts the actual use. the equation obtained from this test is biu = 0,094 + 0,517 (pu) + 0,401 (peu). it means if the value of perceived usefulness increases by 1, the value of behavioral intention to use will increase 0,517. if perceived ease of use’s value increases by 1, the value of behavioral intention to use will increase 0,401. therefore, perceived usefulness is effect more to behavioral intention to use than perceived ease of use. the result means that financial technology services with more effective and easy-to-use benefits will encourage msmes to continue using financial technology services. there are currently various types 8 the winners, vol. 23 no. 1 march 2022, 1-9 of financial technology services that can be tailored to users’ needs, in this case, msmes. the ease in using financial technology services is significantly supported by the rapid development of technology, making fintech programs easier for msme operations. perceived usefulness is a variable that determines the usefulness of the functions presented by fintech. in relation to msmes in the research, the most commonly used service is payment services, which provide immediate and significant benefits for business owners, along with online sales today. apart from being fast and easy, financial technology services in the form of payment are considered to increase msme sales. the perceived ease to use variable describes easiness financial technology services to use. currently, fintech applications are remarkably easy to access and learn. this result is relevant with the research by winarto (2020). he mentions that 75% of the respondents which are msme in batang, pemalang, and pekalongan regency agree that fintech is easy to use. a very attractive and easy user interface makes financial technology services very helpful and makes financial transactions easier for msmes. sophisticated devices that support fintech applications are now considered more affordable for almost everyone. the result should be an evidence for financial technology companies and regulators to attract msme to adopt more financial services in their business operation. regulators, aside from formulating the precise rule to just prevent unwanted event or effect from fintech, could also design rules which give benefits for msme if they use fintech. as for fintech companies should design their product as the market needs. more useful and easy fintech product will increase msmes’ intention to use. in terms of spreading information, fintech company together with regulators should provide more. with the more fintech literacy, msme can transform their business process into the digital. banding et al. (2020) show that only 2 of 15 msme managers knows about financial technology and its benefits in tarakan regency. tambunan (2019) also adds that there are some serious constrain which prevent msme’s development. limited access to capital, difficulties in marketing, and lack of technologies skill are the main problems for msme in development countries. these problem actually might be reduced if msme are more well informed and understand fintech. therefore, they can access efficient financial transactions. iv. conclusions behavioral intention to use fintech by msmes is influenced by perceived usefulness and perceived ease of use, both simultaneously and partially. msmes mostly use financial services in the form of payment. the benefits and ease of access to financial technology services influence msmes’ attitudes to continue using fintech. the research contributes by providing the findings that indonesian msme will agree to use fintech in their business process if it gives benefits and ease of use. thus, it can be an information for fintech companies to adjust their products and increase the ease of use of their fintech products. easier user interface, detailed information how to use the technology, and easiness to reach the technology can help increase the msme’s intention to use fintech. fintech companies should also provide financial technology services that actually meet the needs of msmes. more benefit such as time and fee efficiency in transaction will attract msmes’ attention to use fintech services. the research also provides an equation to determine behavioral intention to use fintech by msmes, which is biu = 0,094 + 0,517 (pu) + 0,401 (peu). if the value of perceived usefulness increases by 1, the value of behavioral intention to use will increase 0,517. if perceived ease of use’s value increases by 1, the value of behavioral intention to use will increase 0,401. therefore, perceived usefulness affects more to behavioral intention to use than perceived ease of use. the research is limited due to the small number of the sample and taking financial technology as a whole technology. further similar research can use more extensive and broader sample and use other variables to provide deeper analysis on the application of fintech in indonesia in every type of financial technology services separately. references aboelmaged, m. & gebba, t. r. 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(2020). peran fintech dalam usaha mikro kecil dan menengah (umkm). jesya (jurnal ekonomi & ekonomi syariah), 3(1), 61-73. https:// doi.org/10.36778/jesya.v3i1.132 microsoft word 01_laksmi sito_setting.docx pengaruh gaya kepemimpinan .....(laksmi sito dwi irvianti; kokoh chandranegara) 95  pengaruh gaya kepemimpinan manajer, pola komunikasi dalam organisasi, dan jenis penghargaan terhadap loyalitas karyawan laksmi sito dwi irvianti1; kokoh chandranegara2 1, 2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 laksmisito@binus.ac.id abstract pt citra transpor nusantara is a national private company engaged in public transport services, particularly in the management of taxi meters. this study will analyze both individually and simultaneously the influence of manager leadership style, communication patterns within the organization and type of awards for employee loyalty. the study takes place at pt citra transpor nusantara using correlation and multiple regression methods. various data are collected and analyzed from respondents namely employees regarding assessment of employee loyalty using likert scale. the results of this study indicate there is a positive relationship and strong and significant influence between patterns of communication within the organization and the type of awards for employee loyalty. this study also proves the strength of connection and influence between the types of award for employee loyalty was ranked top, second, strength of connection and influence between communication patterns within the organization towards employee loyalty, and third, strength of connection and influence between leadership style towards employee loyalty. the study is expected to give input and suggestions for pt citra transpor nusantara for the management and employees in improving employee loyalty at pt citra transpor nusantara. keywords: manager leadership style, communication patterns within organization, type of awards, employee loyalty abstrak pt citra transpor nusantara adalah perusahaan swasta nasional yang bergerak dalam jasa angkutan umum, khususnya dalam pengelolaan taksi meter. penelitian ini secara masing-masing dan simultan menganalisis pengaruh gaya kepemimpinan manajer, pola komunikasi dalam organisasi dan jenis penghargaan terhadap loyalitas karyawan. penelitian ini berlangsung pada pt citra transpor nusantara dengan menggunakan metode korelasi dan regresi berganda. berbagai data dikumpulkan dan dianalisis berasal dari responden yaitu para karyawan mengenai penilaian akan loyalitas karyawan tersebut dengan menggunakan skala ukuran likert. hasil penelitian ini menunjukkan bahwa adanya hubungan positif dan pengaruh yang kuat dan signifikan antara pola komunikasi dalam organisasi dan jenis penghargaan terhadap loyalitas karyawan. penelitian ini juga membuktikan kekuatan hubungan dan pengaruh antara jenis penghargaan terhadap loyalitas karyawan menduduki peringkat teratas, kedua, kekuatan hubungan dan pengaruh antara pola komunikasi dalam organisasi terhadap loyalitas karyawan, dan ketiga, kekuatan hubungan dan pengaruh antara gaya kepemimpinan terhadap loyalitas karyawan. penelitian diharapkan dapat memberi masukan dan saran bagi pt citra transpor nusantara pada pimpinan dan karyawannya dalam meningkatkan loyalitas karyawan pt citra transpor nusantara. kata kunci: gaya kepemimpinan manajer, pola komunikasi dalam organisasi, jenis penghargaan, loyalitas karyawan 96 journal the winners, vol. 11 no. 2, september 2010: 95-104  pendahuluan suasana pekerjaan yang diinginkan oleh setiap anggota perusahaan adalah suasana yang komunikatif antara satu sama lain, kepemimpinan dari atasan yang bijaksana, arah pekerjaannya yang jelas, tujuan perusahaan yang telah ditetapkan, keeksistensian para anggota perusahaan yang diakui tanpa memandang jabatan yang dipegang, agama yang dianut, tingkat pendidikan yang dicapai, suku dan ras yang sudah ada sejak lahir, dan tingkat kemampuan yang dimiliki. setiap anggota perusahaan atau sumber daya manusia adalah aset yang paling berharga bagi setiap perusahaan karena merekalah yang berusaha, bekerja keras, dan senantiasa menyumbang semua tenaga fisik dan mental bagi kehidupan selanjutnya perusahaan untuk terus maju dalam menyikapi setiap keadaan ekonomi yang selalu berubah dan tidak tahu akan kepastiannya dalam sistem perusahaan. disinilah loyalitas karyawan terlihat dalam berbagai bentuk, yaitu berapa lama karyawan itu bekerja di perusahaan, seberapa banyak keterlibatan karyawan itu dalam setiap proses pekerjaannya bagi perusahaan, dan seberapa besar konsentrasi atau kepedulian terhadap kehidupan perusahaan tersebut. produktivitas kinerja para karyawan yang ditunjukkan pada perusahaan berdasarkan dengan petunjuk dan arahan sang manajer merupakan implementasi dari bentuk kepemimpinan dan saluran komunikasi yang digunakan oleh sang manajer. di samping itu, perusahaan dengan praktik komunikasi yang baik dilaporkan memiliki tingkat employee engagement empat kali lebih tinggi dibandingkan dengan yang komunikasinya buruk. "perusahaan-perusahaan yang berkinerja tinggi memperlakukan komunikasi sebagai penggerak utama bisnis," ujar direktur global watson wyatt bidang komunikasi “kathryn yates” (anonim, 2007). kemampuan karyawan untuk mencapai keberhasilan tergantung pada rasa percaya diri sendiri dan hasratnya untuk bekerja baik secara konsisten. manajer tersebut menyadari sepenuhnya bahwa berbagai kebutuhannya dan kebutuhan perusahaan tidak dapat dipertemukan, kecuali bila ia mampu memenuhi kebutuhan bawahannya. ia juga mengetahui bagaimana harus memenuhi kebutuhan itu atas dasar saling menguntungkan bagi semua pihak yang bersangkutan. pengakuan adalah suatu bentuk umpan balik. kecuali, bila anda menghargai prestasi tinggi yang telah dicapai oleh karyawan, mereka tidak akan mengetahui bagaimana caranya harus mengulangi prestasi atau perilakunya di masa datang. pengakuan akan terhadap prestasi kinerja kepada individu sendiri merupakan sebagai tuntutan kebutuhan psikologis, karena dengan hal itu maka karyawan sendiri merasa dihargai akan hasil kinerjanya dan diakui keberadaannya sebagai suatu kontribusi yang baik bagi jalannya perusahaan. berbagai bentuk pengakuan bisa dilakukan oleh seorang atasan kepada bawahannya, seperti pujian, penilaian prestasi, promosi jabatan, dan sebagainya sehingga karyawan yang memberikan berbagai kontribusi kinerja (work performance) bagi perusahaannya bisa merasakan suatu kepuasan kerja atas harga dirinya dan terciptanya suatu motivasi kerja yang lebih besar lagi akan menimbulkan ukuran loyalitas yang ditunjukkan oleh karyawan dalam berbagai bentuk kinerja yang dilakukan pada perusahaannya sendiri. pt citra transpor nusantara adalah salah satu sekian banyak perusahaan yang bergerak dalam bidang jasa transportasi, yaitu taksi dan perusahaan ini mulai beroperasi secara bertahap sejak 12 januari 1996. perusahaan ini dengan wilayah operasi jakarta (jabodetabek) sebanyak 1345 unit, makassar (mamminasata) 300 unit dan bandung 205 unit. total kendaraan taksi yang dioperasikan hingga saat ini di bawah manajemen pt citra transpor nusantara dan pt putra transpor nusantara sebanyak 1850 unit. salah satu misi utama dari perusahaan ini adalah menyejahterakan kehidupan para pengemudi dan para karyawan demi peningkatan kinerja bagi kualitas pelayanan kepada konsumen sehingga perusahaan menyadari betapa pentingnya para pengemudi dan karyawannya merupakan aset terbesar bagi perusahaan ini. tetapi, dalam kenyataan di perusahaan tersebut, loyalitas para karyawan tersebut yang ditunjukkan dalam work performance mereka tidak begitu bagus, disebabkan pada masalah-masalah internal, seperti penyampaian informasi seringkali tidak sampai pada pihak bawahan karena ketidakaktifannya para karyawan terhadap alur penyampaian informasi, para karyawan tersebut pengaruh gaya kepemimpinan .....(laksmi sito dwi irvianti; kokoh chandranegara) 97  bekerja dengan giat, jika ada kalanya kontrol dari pihak atasan yang sedang bertugas mengawasi dan mengevaluasi sistem pekerjaan mereka, disiplin kerja para karyawan yang kurang bagus dalam arti tidak sesuai dengan job description yang telah ditetapkan oleh perusahaan dan sebagainya sehingga produktivitas kinerja perusahaan agak menurun. mengacu pada latar belakang yang disampaikan, maka masalah yang dapat diidentifikasi adalah sebagai berikut (1) seberapa besar pengaruh gaya kepemimpinan manajer terhadap loyalitas karyawan pada pt citra transpor nusantara?; (2) seberapa besar pengaruh pola komunikasi dalam organisasi terhadap loyalitas karyawan pada pt citra transpor nusantara?, dan (3) seberapa besar pengaruh penerapan bentuk penghargaan akan kinerja para karyawan terhadap loyalitas karyawan di pt citra transpor nusantara?. pengertian pemimpin dan kepemimpinan. berdasarkan pendapat hughes, ginnet, dan curphy dalam buku “leadership, enchancing the lessons of experience” (2006:6), “leadership is a complex phenomenon involving the leader, the followers, and the situation. leadership researchers have defined leadership in many different ways”. dalam buku kartini kartono (2006:38-39), pemimpin adalah pribadi yang memiliki kecakapan khusus, dengan atau tanpa pengangkatan resmi dapat mempengaruhi kelompok yang dipimpinnya, untuk melakukan usaha bersama mengarah pada pencapaian sasaran-sasaran tertentu. gaya kepemimpinan. menurut kartini kartono (2006:27), gaya kepemimpinan “sebagai suatu pola perilaku manajemen profesional yang dirancang untuk memadukan minat dan usaha pribadi serta organisasi untuk mencapai tujuan”. ada 3 macam kepemimpinan. pertama, kepemimpinan authoritarian (authocratic), yaitu pemimpin mengutamakan kekuatan dari posisi formalnya: (1) kurang memperhatikan kebutuhan bawahan, (2) lebih menciptakan penyelesaian tugas, (3) semua aktivitas ditentukan oleh atasan, dan (4) komunikasi hanya satu arah kebawah saja. kedua, kepemimpinan partisipatif (democratie), yaitu (1) melibatkan bawahan dalam perencanaan/ pengambilan keputusan, (2) lebih memperhatikan kepada bawahan dalam mencapai tujuan organisasi, dan (3) menekankan 2 hal yakni bawahan dan tugas. ketiga, kepemimpinan laissez – faire, merupakan kebalikan dari gaya kepemimpinan yang pertama, yaitu (1) di sini pemimpin membiarkan bawahannya untuk mengatur dirinya sendiri, (2) manajer hanya menentukan kebijaksanaan dan tujuan umum, dan (3) bawahan dapat mengambil keputusan yang relevan dan mencapai tujuan dalam segala hal yang mereka anggap cocok. menurut w.j reddin dalam artikelnya what kind of manager, dan dikutip oleh wahjosumidjo (dept. p. & k., pusat pendidikan dan latihan pegawai, 1982) sebagaimana dikutip oleh kartini kartono (2006:34), menentukan watak tipe dan tipe pemimpin atas 3 pola dasar, yaitu (1) berorientasi pada tugas (task orientation), (2) berorientasi hubungan kerja (relationship orientation), dan (3) berorientasi hasil yang efektif (effectivess orientation). definisi komunikasi. istilah komunikasi berpangkal pada perkataan latin ”communis”, yang artinya membuat kebersamaan atau membangun kebersamaan antara dua orang atau lebih. komunikasi juga berasal dari akar kata dalam bahasa latin ”communico” yang artinya membagi (cherry dan stuart, 1983) dalam buku ”pengantar ilmu komunikasi” (cangara, 2007:18). ”komunikasi adalah suatu proses di mana dua orang atau lebih membentuk atau melakukan pertukaran informasi dengan satu sama lainnya, yang pada gilirannya akan tiba pada saling pengertian yang mendalam” (cangara, 2007:20). komunikasi organisasi adalah pengiriman dan penerimaan berbagai pesan organisasi di dalam kelompok formal maupun informal dari suatu organisasi. bila organisasi semakin besar dan kompleks, maka akan mengakibatkan semakin kompleks pula proses komunikasinya. organisasi kecil, yang anggotanya hanya 3 orang, proses komunikasi yang berlangsung relatif sederhana. tetapi, organisasi yang anggotanya seribu orang menjadikan komunikasinya sangat kompleks (wiryanto, 2004:54). 98 journal the winners, vol. 11 no. 2, september 2010: 95-104  unsur-unsur komunikasi. david k. berlo (cangara, 2007:23) membuat formula komunikasi yang lebih sederhana. formula itu dikenal dengan nama ”scmr”, yakni source (pengirim), message (pesan), channel (saluran – media), dan receiver (penerima). selain berlo, juga tercatat charles osgood, gerald miller, dan melvin l. de fleur menambahkan lagi unsur efek dan umpan balik (feedback) sebagai pelengkap dalam membangun komunikasi yang sempurna. kedua unsur ini nantinya lebih banyak dikembangkan pada proses komunikasi antarpribadi (personal) dan komunikasi massa. gambar 1 bagan proses komunikasi sumber: cangara, 2007:24 arus komunikasi dalam organisasi. desain sebuah organisasi seharusnya memungkinkan terjadinya komunikasi dalam 4 arah yang berbeda, yaitu komunikasi ke bawah, komunikasi ke atas, komunikasi horisontal, dan komunikasi diagonal karena arah-arah komunikasi ini menghasilkan kerangka untuk terjadinya komunikasi organisasi, seperti (ivancevich, 2007:121-122). komunikasi ke bawah. komunikasi yang mengalir dari individu yang berada pada kedudukan lebih tinggi dalam hirarki organisasi kepada mereka yang berada pada kedudukan yang lebih rendah. bentuk paling umum dari komunikasi ke bawah (downward communication) adalah instruksi kerja, memo resmi, pernyataan kebijakan perusahaan, prosedur, manual kerja, atau publikasi perusahaan. komunikasi ke atas. komunikasi yang mengalir pada individu dari hirarki kedudukan yang lebih rendah dalam struktur organisasi kepada mereka yang berada pada kedudukan yang lebih tinggi. bentuk yang paling umum adalah kotak saran, rapat-rapat kelompok, dan protes mengenai prosedur. komunikasi ke atas berperan menjalankan beberapa fungsi penting. komunikasi horisontal. komunikasi yang terjadi lintas fungsi yang berbeda-beda dalam sebuah organisasi. komunikasi ini diperlukan demi terjadinya koordinasi dan integrasi dari berbagai fungsi organisasi yang beragam. model penghargaan individu. tujuan utama dari program penghargaan (ivancevich, 2007:226) adalah (1) menarik orang yang memiliki kualifikasi untuk bergabung dengan organisasi, (2) mempertahankan karyawan agar terus datang untuk bekerja, (3) dan memotivasi karyawan untuk mencapai tingkat kinerja yang tinggi. sejumlah penelitian yang signifikan telah dilakukan mengenai apa yang menentukan kepuasan individu atas penghargaan. lawler meringkas 5 kesimpulan berdasarkan literatur penelitian ilmiah tentang perilaku (ivancevich, 2007:226). kesimpulan itu adalah (1) kepuasan terhadap suatu penghargaan merupakan fungsi dari berapa banyak yang diterima dan berapa banyak yang menurut individu seharusnya diterima; (2) perasaan seseorang mengenai kepuasan dipengaruhi oleh perbandingan dengan apa yang terjadi pada orang lain; (3) kepuasan dipengaruhi oleh seberapa puas karyawan dengan penghargaan intrinsik maupun ekstrinsik; (4) setiap orang perbedaan dalam hal penghargaan yang ia inginkan dan seberapa penting penghargaan tersebut baginya; dan (5) beberapa jenis penghargaan ekstrinsik dianggap memuaskan karena jenis penghargaan ini menghasilkan penghargaan lain. pengaruh gaya kepemimpinan .....(laksmi sito dwi irvianti; kokoh chandranegara) 99  penghargaan ekstrinsik terdiri dari (1) penghargaan finansial, yakni gaji dan upah. uang merupakan penghargaan ekstrinsik yang utama. untuk dapat benar-benar memahami bagaimana uang memodifikasi perilaku, kita harus memahami persepsi dan preferensi orang yang diberi penghargaan. tentu saja, ini merupakan suatu tugas sulit yang harus dilakukan secara berhasil oleh manajer. kecuali jika karyawan dapat melihat suatu hubungan antara kinerja dan kenaikan yang diberikan, uang tidak akan menjadi motivator yang kuat; (2) penghargaan finansial, yakni tunjangan karyawan. tunjangan finansial utama karyawan di kebanyakan organisasi adalah rencana pensiun dan, untuk kebanyakan karyawan, kesempatan untuk berpartisipasi dalam rencana pensiun merupakan penghargaan yang bernilai. tunjangan karyawan seperti dana pensiun, perawatan di rumah sakit, dan liburan, pada umumnya merupakan hal yang tidak berhubungan dengan kinerja karyawan, akan tetapi didasarkan pada senioritas atau catatan kehadiran (ivancevich, 2007:229); (3) penghargaan interpersonal. ivancevich (2007:229) berpendapat bahwa manajer memiliki sejumlah kekuasaan untuk mendistribusikan penghargaan interpersonal seperti status dan pengakuan. dengan memberi infidvidu pekerjaan yang bergengsi, manajer dapat berusaha meningkatkan atau menghilangkan status yang dimiliki seseorang; dan (4) penghargaan intrinsik. pencapaian merupakan penghargaan yang muncul dalam diri sendiri, yang diperoleh ketika seseorang meraih suatu tujuan yang menantang. akan tetapi, perbedaan individual harus dipertimbangkan sebelum mencapai kesimpulan mengenai pentingnya penghargaan pencapaian. (ivancevich, 2007:230). otonomi (autonomy). perasaan otonomi dapat dihasilkan dari kebebasan melakukan apa yang dianggap terbaik karyawan dalam suatu situasi tertentu. pada pekerjaan yang sangat terstruktur dan terkendali oleh manajemen, sulit untuk menciptakan tugas yang mengaruh pada otonomi (ivancevich, 2007:230). pertumbuhan pribadi (personal growth). dengan mengembangkan kemampuan, seseorang mampu untuk memaksimalkan atau setidaknya memuaskan potensi keterampilan. sebagian orang sering kali merasa tidak puas dengan pekerjaan dan organisasi mereka jika tidak diizinkan atau didorong untuk mengembangkan keterampilan mereka (ivancevich, 2007:230). metode penelitian untuk mendapatkan data yang akan diolah, maka teknik pengumpulan data yang dilakukan penulis dalam penelitian ini adalah (1) penelitian lapangan/riset lapangan (field research), yang terdiri dari observasi, merupakan tinjauan langsung ke lapangan untuk membantu pengidentifikasian perilaku karyawan, dan kuesioner, dengan menggunakan format pertanyaan yang menggunakan skala; (2) studi kepustakaan/riset kepustakaan (library research). studi yang dilakukan dengan cara mempelajari bukubuku wajib (textbooks), buku-buku pelengkap atau referensi, majalah, jurnal, laporan resmi dari perusahaan dan catatan kuliah yang relevan dengan permasalahan yang diteliti. dengan studi kepustakaan ini dimaksudkan untuk memperoleh data sekunder dan landasan teori sebagai bahan untuk studi perbandingan. dalam menetapkan jumlah anggota sampel, peneliti menetapkan dari populasi karyawan pt citra transpor nusantara, yang didapat dari data sekunder perusahaan dan menggunakan teknik pengambilan sampel menurut taro yamane, yang dikutip oleh hamdi (2007:131) dengan rumus sebagai berikut: . 1 di mana: n = jumlah sampel n = jumlah populasi d2 = presisi (ditetapkan 10% dengan tingkat kepercayaan 95%) 100 journal the winners, vol. 11 no. 2, september 2010: 95-104  berdasarkan data yang berhasil dikumpulkan jumlah populasi karyawan yang bekerja di pt citra transpor nusantara pada proses awal penelitian hingga akan ke tahap akhir terdiri dari 190 karyawan, tetapi terjadi penambahan karyawan secara tiba-tiba. jadi, peneliti tetap mengambil populasi karyawan sebanyak 190 karyawan sehingga dengan menggunakan rumus yang ada diperoleh jumlah sampel minimal untuk penelitian ini sebagai berikut: 190 190. 0.1 1 190 2.9 65.51 66 sementara itu, teknik sampel yang digunakan adalah probability sampling. menurut riduwan dan kuncoro (2007:41), probability sampling adalah teknik pengambilan sampel yang memberi peluang atau kesempatan yang sama bagi setiap unsur atau anggota populasi untuk dipilih menjadi sampel. dalam penelitian ini, yang dipakai adalah random sampling. metode analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji normalitas, dan regresi berganda. hasil dan pembahasan besarnya hubungan gaya kepemimpinan manajer (x1) dengan loyalitas karyawan (y) yang dihitung dengan koefisien korelasi adalah 0,511 atau (ryx1 = 0,511). hal ini menunjukkan hubungan yang cukup kuat antara gaya kepemimpinan manajer dengan loyalitas karyawan. sumbangan akan gaya kepemimpinan manajer terhadap loyalitas karyawan adalah sebesar kp = r2 x 100% = 0,5112 x 100% = 26,11%. artinya, sumbangan sebesar 26,11% variabel loyalitas karyawan dijelaskan oleh variabel gaya kepemimpinan manajer, dan sisanya 73,89% ditentukan oleh variabel lain yang tidak dapat dijelaskan dalam penelitian ini. dari hasil uji regresi sederhana, diperoleh persamaan regresi sebagai berikut: variabel gaya kepemimpinan manajer (x1) dengan tanda positif menunjukkan adanya hubungan yang searah antara gaya kepemimpinan manajer (x1) dengan loyalitas karyawan (y). koefisien regresi variabel gaya kepemimpinan manajer sebesar 0.788, artinya bahwa setiap peningkatan gaya kepemimpinan manajer akan meningkatkan nilai tingkat loyalitas karyawan. hipotesis: ho : β = 0, gaya kepemimpinan manajer tidak memiliki pengaruh yang signifikan terhadap loyalitas karyawan. h1 : β ≠ 0, gaya kepemimpinan manajer memiliki pengaruh yang signifikan terhadap loyalitas karyawan. taraf nyata : α = 5% kriteria uji : terima ho jika t hitung < t tabel. tolak ho jika t hitung > t tabel. kesimpulan: karena t hitung untuk data variabel gaya kepemimpinan manajer lebih besar dari t tabel (4.756 > 1.67), maka h0 ditolak. dapat disimpulkan bahwa terdapat pengaruh yang signifikan antara gaya kepemimpinan manajer terhadap loyalitas karyawan. y = 1.250 + 0.788 x1 pengaruh gaya kepemimpinan .....(laksmi sito dwi irvianti; kokoh chandranegara) 101  besarnya hubungan pola komunikasi dalam organisasi (x2) dengan loyalitas karyawan (y) yang dihitung dengan koefisien korelasi adalah 0,629 atau (ryx2 = 0,629). hal ini menunjukkan hubungan yang kuat antara pola komunikasi dalam organisasi dengan loyalitas karyawan. sumbangan pola komunikasi dalam organisasi dengan kepuasan kerja guru adalah sebesar kp = r2 x 100% = 0,6292 x 100% = 39,56%. artinya, sumbangan sebesar 39,56% variabel loyalitas karyawan dijelaskan oleh variabel pola komunikasi dalam organisasi, dan sisanya 60,44% ditentukan oleh variabel lain yang tidak dapat dijelaskan dalam penelitian ini. dari hasil uji regresi sederhana diperoleh persamaan regresi sebagai berikut: tanda koefisien variabel bebas dengan tanda positif menunjukkan arah hubungan dari variabel bebas dengan variabel tetap-nya. variabel pola komunikasi dalam organisasi (x2) dengan tanda positif menunjukkan adanya hubungan yang searah antara pola komunikasi dalam organisasi (x2) dengan loyalitas karyawan (y). koefisien regresi variabel pola komunikasi dalam organisasi sebesar 0.099, artinya bahwa setiap panambahan satu unit pola komunikasi dalam organisasi akan meningkatkan nilai tingkat loyalitas karyawan. hipotesis : ho : β = 0, pola komunikasi dalam organisasi tidak memiliki pengaruh yang signifikan terhadap loyalitas karyawan. h1 : β ≠ 0, pola komunikasi dalam organisasi memiliki pengaruh yang signifikan terhadap loyalitas karyawan. taraf nyata : α = 5% kriteria uji : terima ho jika t hitung < t tabel. tolak ho jika t hitung > t tabel. kesimpulan: karena t hitung untuk data variabel pola komunikas dalam organisasi lebih besar dari t tabel (6.474 > 1.67), maka h0 ditolak. dapat disimpulkan bahwa terdapat pengaruh yang signifikan antara pola komunikasi dalam organisasi terhadap loyalitas karyawan. besarnya hubungan jenis penghargaan (x3) dengan loyalitas karyawan (y) yang dihitung dengan koefisien korelasi adalah 0,722 atau (ryx2 = 0,722). hal ini menunjukkan hubungan yang kuat antara jenis penghargaan dengan loyalitas karyawan. sumbangan jenis penghargaan dengan dengan loyalitas karyawan adalah sebesar kp = r2 x 100% = 0,7222 x 100% = 52,13%. artinya, sumbangan sebesar 52,13% variabel loyalitas karyawan dijelaskan oleh variabel jenis penghargaan, dan sisanya 47,87% ditentukan oleh variabel lain yang tidak dapat dijelaskan dalam penelitian ini. dari hasil uji regresi sederhana diperoleh persamaan regresi sebagai berikut: tanda koefisien variabel bebas dengan tanda positif menunjukkan arah hubungan dari variabel bebas dengan variabel tetap-nya. variabel jenis penghargaan (x3) dengan tanda positif menunjukkan adanya hubungan yang searah antara jenis penghargaan (x3) dengan loyalitas karyawan (y). koefisien regresi jenis penghargaan sebesar 0.704, artinya bahwa setiap peningkatan jenis penghargaan akan meningkatkan nilai tingkat loyalitas karyawan. y = 1.475 + 0.639 x2 y = 1.015 + 0.704 x3 102 journal the winners, vol. 11 no. 2, september 2010: 95-104  hipotesis : ho : β = 0, jenis penghargaan tidak memiliki pengaruh yang signifikan terhadap loyalitas karyawan. h1 : β ≠ 0, jenis penghargaan memiliki pengaruh yang signifikan terhadap loyalitas karyawan. taraf nyata : α = 5% kriteria uji : terima ho jika t hitung < t tabel. tolak ho jika t hitung > t tabel. kesimpulan: karena t hitung untuk data variabel jenis penghargaan lebih besar dari t tabel (8.336 > 2.04), maka h0 ditolak. dapat disimpulkan bahwa terdapat pengaruh yang signifikan antara jenis penghargaan terhadap loyalitas karyawan. analisis variabel gaya kepemimpinan manajer hasil penelitian yang didapatkan mengenai pengaruh gaya kepemimpinan yang diterapkan pada pt citra transpor nusantara dalam mengukur tingkat loyalitas karyawan sebesar 21.6% sebagaimana hubungan antar 2 variabel tersebut adalah searah dan postif. kepemimpinan yang diterapkan bersifat participating pada pt citra transpor nusantara dalam arti pimpinan selalu memberi kesempatan kepada para karyawannya untuk melakukan pengembangan diri dalam bekerja seperti pelatihan, seminar workshop, dan memberi dukungan kinerja yang penuh kepada karyawan. jadi, para karyawannya bisa melakukan pekerjaannya sesuai dengan tanggung jawabnya terhadap standar kerja yang telah ditetapkan oleh perusahaan ini. tetapi, dalam beberapa hal seperti pengambilan keputusan, mengambil alih ide dan masalah pekerjaan, dan memberi banyak tanggung jawab kepada karyawan, pimpinan terus menerus mendominasi bagian-bagian tersebut karena hal apapun itu keputusan akhir, jalan terakhir, dan pemecahan terakhir haruslah pimpinan yang memutuskan dan mengevaluasi secara sendiri dengan anggota perusahaan yang memiliki jabatan yang tinggi dalam mengurusi hal-hal yang bersifat strategik. keterlibatan karyawan dalam mengambil proses keputusan apapun yang berhubungan dengan karyawan jarang dilibatkan karena hasil kaputusan dari pimpinan atas, dan disampaikan kepada karyawan divisi masing-masing. jadi, karyawan hanya menerima berbagai keputusan yang telah terjadi tanpa mengetahui apa sebab dari keputusan tersebut dan hanya melaksanakan tanpa mengerti apa dampak dari keputusan untuk mereka sendiri. dalam pemecahan masalah pun, karyawan memang terlibat dalam kapasitas yang minim karena memang pimpinan mendominasi pada masalah pekerjaan yang terjadi, pimpinan tidak ingin ambil pusing tentang hal-hal yang bersifat kecil. seharusnya pimpinan lebih memperhatikan pengembangan dan pelatihan diri yang diadakan dan diterapkan oleh karyawan dalam pekerjaan mereka sehingga tidaklah sia-sia mereka mengikuti pengembangan dan pelatihan yang diadakan untuk melakukan hal-hal dengan inisiatif mereka bukan hanya sekedar suruhan dari pimpinan saja. karena tugas sang pimpinan adalah mengembangkan kepribadian mereka menjadi lebih baik, memberikan nilai-nilai kebenaran secara positif, mengangkatkan kemampuan dan kecermatan dalam bekerja. sang pimpinan sebagai role model atau panutan bagi perilaku-perilaku karyawannya sendiri, karena jika perilaku-perilaku yang dihadirkan pimpinan dalam sehari-hari begitu positif dan mendukung kepada kinerja dan hidup karyawan maka karyawan akan mengagumi gaya kepepimpinan pimpinan sendiri. mereka secara langsung dan tidak langsung membentuk bentuk pikiran dan sifat mereka sesuai dengan perilaku pimpinannya sehingga mereka menyukai sistem kepemimpinan yang dibentuk dan diterapkan dalam pekerjaan mereka. pengaruh gaya kepemimpinan .....(laksmi sito dwi irvianti; kokoh chandranegara) 103  analisis variabel pola komunikasi dalam organisasi hasil analisis didapatkan bahwa pola komunikasi memiliki kontribusi yang positif dan signifikan terhadap tinggi rendahnya loyalitas dari karyawan. besarnya kontribusi pola komunikasi terhadap loyalitas karyawan sebasar 39.6%. tingkat pengaruh variabel ini lebih besar dari variabel gaya kepemimpinan dikarenakan alur komunikasi yang diterapkan pada pt citra transpor nusantara terkadang sudah mendapatkan umpan balik yang bagus dari para karyawannya. komunikasi ke bawah, yakni komunikasi yang terjadi dari pimpinan kepada karyawannya dalam penyampaian keputusan akhir pimpinan, kebijakan dan prosedur kerja, penyampaian berbagai informasi lainnya memang lancar dalam arti para karyawannya memang mengerti semua informasi yang disampaikan dan bekerja sesuai dengan prosedur yang ada. komunikasi ke atas, yakni dari karyawan kepada pimpinan juga terbilang lancar dalam arti informasi pekerjaan yang bersiklus di dalam perusahaan diketahui dengan baik karena birokrasi divisi sendiri memiliki akses mudah begitu juga dengan komunikasi dari divisi yang berbeda dikarenakan struktur perusahaan yang sederhana, tidak bertingkat, dan jarak antar ruang berdekatan. dengan demikian, informasi pekerjaan yang ingin disampaikan dari divisi yang sama, divisi yang berbeda, untuk kepada pihak bawah yaitu karyawan, untuk kepada pihak atas, dan sesama antar karyawan tidak mengalami kesulitan dalam berkomunikasi. dalam hal pekerjaan, pimpinan juga memberi perhatian yang lebih dengan menanyakan kepada karyawannya tentang deskriptif pekerjaan yang ada apakah sudah jelas atau belum, kesulitan pekerjaan apa saja yang dihadapi, dan memberi tahu deadline pekerjaan yang harus diserahkan. terkadang umpan balik seperti itu terlihat kurang ada, masalahnya sifat kaku dan cara kuno dalam arti mempengaruhi diri sendiri secara terhadap aturan-aturan perusahaan yang ketat untuk tidak berkomunikasi secara sembarangan terhadap atasan dan harus bisa memperlihatkan kinerja mereka tanpa bantuan dari pihak atasannya. hal ini yang terkadang membuat kinerja perusahaan menjadi turun dikarenakan ketidakterbukaan terhadap masalah-masalah pekerjaan yang dialami oleh karyawan sehingga tidak tahu apa gerangan kesulitan yang ada pada karyawan. pihak perusahaan setidaknya memperlonggar aturan-aturan yang ada bagi karyawan dan juga untuk membuat suasana pekerjaan lebih santai dan harmonis. perusahaan juga bisa mengadakan acara family gathering bagi semua anggota perusahaan untuk memprerat hubungan dan komunikasi yang lebih akrab lagi demi kedepannya. analisis variabel jenis penghargaan jenis penghargaan yang diterapkan pada pt citra transpor nusantara sangat memiliki pengaruh yang positif terhadap loyalitas karyawan dengan nilai tertinggi sebesar 52,13% dan memiliki hubungan yang searah dan signifikan. bentuk penghargaan yang diterapkan oleh pt citra transpor nusantara memang mendapatkan perhatian yang lebih besar bagi karyawan dikarenakan penghargaan yang ada diberikan dengan tepat waktu dan terbuka sesuai dengan kinerja karyawan yang dihasilkan bagi perusahaan ini. bentuk penghargaan yang ada dan diterapkan oleh perusahaan ini layaknya seperti biasa, misalnya gaji, tunjangan, bonus, dan lain-lain. pt citra transpor nusantara memberikan penghargaan kepada karyawan sesuai dengan kebutuhan karyawan dalam menafkahi kebutuhan karyawan itu sendiri. penghargaan secara finansial seperti gaji dan bonus diterapkan dalam sistem abc. sistem ini beperan menambahkan bonus yang akan diakumulasikan terhadap gaji bagi karyawan dalam pencapaian standar kinerja tertentu sehingga karyawan lebih termotivasi untuk meningkatkan kinerja lebih tinggi agar untuk menapaki ke jenjang karir yang lebih tinggi, tetapi itu disesuaikan dengan hasil kinerja yang ada. dilihat dari sudut pandang moral, para karyawan bukan hanya meningkatkan tingkat kinerja mereka atas dasar finansial atau materi tetapi dampaknya terhadap penghargaan secara personal, di mana para karyawan memiliki motivasi yang kuat dalam bekerja terhadap pencapaian dan penyelesaian tanggungjawab yang mereka embani demi kepuasan tersendiri. perusahaan juga sebaiknya meningkatkan motivasi kinerja mereka melalui status dan pengakuan terhadap diri mereka 104 journal the winners, vol. 11 no. 2, september 2010: 95-104  sehingga mereka menyadari adanya pengakuan kontribusi dan kerja keras mereka terhadap perusahaan. lagipula hal ini juga berdampak pada loyalitas mereka jika diakui akan keberadaan mereka. simpulan gaya kepemimpinan yang dijalankan memiliki hubungan yang cukup kuat (0.511) terhadap loyalitas karyawan pt citra transpor nusantara. tetapi, pengaruh terhadap loyalitas karyawan tidak cukup signifikan sebesar 21.6% dikarenakan adanya dominasi yang kuat dari pimpinan mengenai pekerjaan di perusahaan. pt citra transpor nusantara harus memperbaikinya gaya kepemimpinannya demi mencapai tingkat loyalitas karyawan yang tinggi. pola komunikasi yang terjalin antar anggota perusahaan selama ini memiliki hubungan yang cukup kuat (0.629) dan pengaruh yang sedang sebesar 39.56% dikarenakan sifat kaku dan cara kuno dari karyawan dalam mematuhi aturan yang berlaku di perusahaan dan memilih komunikasi yang tertutup pada kondisi tertentu. jenis penghargaan yang diterapkan bagi karyawan sudah mendapat perhatian yang positif dengan memiliki hubungan yang kuat (0.722) dan pengaruh yang signifikan sebesar 53.12% dari kedua variable tersebut dikarenakan membantu meningkatkan motivasi, kepuasan, dan tingkat kinerja ke arah yang lebih tinggi dan bersifat adil bagi semua. saran yang diberikan adalah sebagai berikut; karyawan diberi kesempatan lebih dalam menyumbangkan masukan dan saran pada proses pengambilan keputusan sehingga adanya keterlibatan karyawan pada keputusan akhir dengan win-win solution antara manajemen dengan karyawan. pimpinan meningkatkan intensitas pada komunikasi informal kepada karyawannya yaitu berorientasi pada individu karyawannya di jam kerja maupun di luar jam kerja. ataupun perusahaan bisa mengadakan berbagai acara yang bertemakan family gathering untuk mempererat hubungan dan komunikasi yang lebih akrab dan lebih komunikatif antar semua anggota perusahaan. lebih meningkatkan penghargaan secara non finansial seperti status dan pengakuan karyawan sebagai penghargaan interpersonal terhadap karyawan agar para karyawan tidak terlalu berfokus pada penghargaan yang bersifat materi karena terkadang karyawan sebagai manusia memerlukan hal tersebut bagi kepuasan tersendiri dan juga mencegah adanya berbagai tindakan yang curang dalam mencapai penghargaan secara adil dan sesuai kinerja yang dihasilkan kepada perusahaan. daftar pustaka anonim. (2007). komunikasi yang efektif tingkatkan komitmen karyawan. diakses dari http://www.portalhr.com/beritahr/hubungan/1id844.html. cangara, h. (2007). pengantar ilmu komunikasi, edisi revisi, jakarta: pt raja grafindo persada. hamdi. (2007). metode penelitian dan teori komunikasi, malang: umm press. hughes, g., and curphy. (2006). leadership “enhancing the lessons of experience, 5th ed., singapore: macgraw-hill companies, inc. ivancevich, j. (2007). human resource management, 10th ed., boston: mcgraw-hill. kartono, k. (2006). pemimpin dan kepemimpinan, jakarta: pt raja grafindo persada. riduwan dan kuncoro, e.a. (2008), cara menggunakan dan memaknai analisis jalur (path analysis), bandung: alfabeta. wiryanto. (2004). pengantar ilmu komunikasi, jakarta: grasindo (ivancevich, 2007:121-122). microsoft word 07_choirul_setting.doc 160 journal the winners, vol. 11 no. 2, september 2010: 160-178 hasil evaluasi pelaksanaan dana alokasi khusus pendidikan apbn ri tahun 2007 di provinsi maluku khoirul anwar universitas negeri jakarta, jln. rawamangun muka, jakarta timur 13220 anwar_choirul@yahoo.com abstract improving educational quality and equal learning opportunities in basic education can be achieved if supported by adequate infrastructure. based on 2006 data on the number of existing facilities and infrastructures indicate that approximately 35% of 131,402 primary schools are still in poor condition and require rehabilitation. to cope with the condition of facilities and infrastructure in primary schools, the government has implemented various programs, one of which is the special allocation fund program (dak) in the education sector which has the objective to help fund special activities into regional affairs and is a national priority. this paper aims to provide a snapshot of the flow of funds sourced from the state budget and whether its use is in accordance with the objectives (technical instructions) or there are irregularities. this paper aims also to give a real case in public administration in the era of reform that is absolutely required to keep transparent and accountable records. samples are taken from schools in the province of maluku due to their geographic location that are difficult to implement development programs, especially education. keywords: special allocation fun(dak), state budget, transparency, accountability abstrak peningkatan mutu pendidikan dan pemerataan kesempatan belajar pada jenjang pendidikan dasar dapat dicapai apabila didukung oleh sarana dan prasarana yang memadai. berdasarkan data tahun 2006, jumlah sarana dan prasarana yang ada menunjukkan bahwa kurang lebih 35% dari 131.402 sd/mi masih dalam kondisi rusak dan memerlukan rehabilitasi. untuk mengatasi kondisi sarana dan prasarana di sd/mi tersebut, pemerintah melalui telah melaksanakan berbagai macam program, salah satunya adalah program dana alokasi khusus (dak) bidang pendidikan yang mempunyai tujuan untuk membantu mendanai kegiatan khusus yang menjadi urusan daerah dan merupakan prioritas nasional. penulisan ini ditujukan untuk memberikan gambaran tentang arus dana yang bersumber dari apbn dan penggunaannya apakah sudah efektif sesuai dengan tujuan (petunjuk teknis) atau ada penyimpangan. tulisan ini bertujuan juga untuk memberikan gambaran kasus real dalam administrasi pemerintahan di era reformasi yang mutlak dituntut untuk melakukan pencatatan yang transparan dan akuntabel. sampel dalam penulisan ini adalah sekolah-sekolah yang ada di provinsi maluku mengingat letak geografisnya yang sulit dalam melaksanakan program pembangunan khususnya pendidikan. kata kunci: dana alokasi khusus (dak) apbn, transparansi, akuntabilitas hasil evaluasi pelaksanaan .....(khoirul anwar) 161 pendahuluan pendidikan merupakan satu aspek penting bagi pembangunan bangsa. oleh karena itu, hampir semua bangsa menempatkan pembangunan pendidikan sebagai prioritas utama dalam program pembangunan nasional. sumber daya manusia yang bermutu, yang merupakan produk pendidikan, merupakan kunci keberhasilan pembangunan suatu bangsa dan negara. peningkatan mutu pendidikan dan pemerataan kesempatan belajar pada jenjang pendidikan dasar dapat dicapai apabila didukung oleh sarana dan prasarana yang memadai. berdasarkan data tahun 2006, jumlah sarana dan prasarana yang ada menunjukkan bahwa kurang lebih 35% dari 131.402 sd/mi masih dalam kondisi rusak dan memerlukan rehabilitasi. sebagai sarana dan prasarana penunjang wajib belajar 9 tahun, pemerintah melalui direktorat pembinaan tk dan sd, direktorat jenderal manajemen pendidikan dasar dan menengah, departemen pendidikan nasional telah melaksanakan berbagai macam program, salah satunya adalah program dana alokasi khusus (dak) bidang pendidikan tahun 2007. ”program dana alokasi khusus di bidang pendidikan ini adalah dana yang bersumber dari anggaran pendapatan dan belanja negara (apbn) yang dialokasikan kepada daerah tertentu dengan tujuan untuk membantu mendanai kegiatan khusus yang menjadi urusan daerah dan merupakan prioritas nasional, khususnya dalam upaya pemenuhan kebutuhan sarana dan prasarana pelayanan dasar masyarakat.” (apbn, 2007) mengingat dana alokasi khusus (dak) bersumber pada apbn atau keuangan negara, maka pelaksanaannya harus sesuai dengan undang-undang, yaitu “keuangan negara dikelola secara tertib, taat pada peraturan perundang-undangan, efisien, ekonomis, efektif, transparan, dan bertanggung jawab dengan memperhatikan rasa keadilan dan kepatutan” (uu ri no.17, 2003). sebagai penunjang pelaksanaan wajib belajar 9 tahun, dana alokasi khusus bidang pendidikan ini dialokasikan untuk menunjang kegiatan (1) rehabilitasi gedung/ruang kelas sd/sdlb, mi/salafiah, termasuk sekolah-sekolah setara sd yang berbasis keagamaan pelaksana program wajib belajar, baik negeri maupun swasta, dan (2) peningkatan mutu pendidikan sekolah dasar. penetapan kebijakan penggunaan dak melalui subsidi ke sekolah didasarkan pula atas pertimbangan adanya manfaat-manfaat seperti (1) dak dapat mewujudkan pengelolaan pendidikan yang transparan, profesional, dan akuntabel; (2) dak dapat mewujudkan pelibatan masyarakat secara aktif dalam kegiatan pendidikan; (3) dak dapat mendorong adanya pengawasan langsung dari masyarakat; dan (4) dak dapat menggerakkan roda perekonomian masyarakat bawah melalui jalur pendidikan. untuk mengetahui kesesuaian antara pelaksanaan program dak bidang pendidikan tahun 2007 di masing-masing kabupaten/kota dengan petunjuk teknis pelaksanaan dak bidang pendidikan tahun 2007, direktorat pembinaan tk dan sd perlu melaksanakan kegiatan evaluasi terhadap kegiatan dak. untuk memperoleh gambaran secara akurat dan tepat tentang pelaksanaan program dak bidang pendidikan tahun 2007, maka kegiatan evaluasi kegiatan perlu dilaksanakan. penentuan target dak (sekolah sasaran). pengalokasian dak pendidikan tahun 2007 sesuai dengan apbn ri tahun 27 dan petunjuk teknisnya memiliki karakteristik tersendiri bagi penerima dak. untuk itu, dalam evaluasi kegiatan perlu diawali dari penelusuran daerah atau sekolah yang berhak menerima dak pendidikan tahun 2007. adapun kriteria pengalokasian dak tahun 2007 meliputi sebagai berikut. pertama, kriteria umum penyaluran dak adalah ditetapkan dengan mempertimbangkan kemampuan keuangan daerah. kriteria umum ini dihitung dengan melihat kemampuan apbd untuk kebutuhan-kebutuhan dalam rangka pembangunan daerah yang dicerminkan dari penerimaan umum apbd dikurangi belanja pegawai. kedua, kriteria khusus penyaluran dak adalah ditetapkan dengan memperhatikan peraturan perundang-undangan dan karakteristik daerah, yaitu (1) prioritas kesatu adalah 162 journal the winners, vol. 11 no. 2, september 2010: 160-178 kabupaten/kota di provinsi papua dan daerah tertinggal/terpencil; kemudian, karakteristik wilayah seperti daerah pesisir dan kepulauan, daerah perbatasan dengan negara lain, daerah yang masuk kategori ketahanan pangan, dan daerah pariwisata; (2) prioritas kedua adalah hasil kesepakatan pemerintah dan dpr untuk menambah karakteristik wilayah, yaitu daerah rawan banjir dan longsor; daerah yang menampung transmigrasi; daerah yang memiliki pulau-pulau kecil terdepan; daerah yang alokasi dana alokasi umumnya dalam tahun 2007 tidak mengalami kenaikan; daerah rawan pangan / kekeringan; daerah pasca konflik; dan daerah penerima pengungsi. ketiga, kriteria teknis penyaluran dak adalah jumlah sd/sdlb dan mi yang mengalami kerusakan berat dan sedang. penggolongan kualifikasi bantuan. pengolahan kualifikasi bantuan secara garis besar sesuai dengan apbn ri tahun 27 dan petunjuk teknisnya dikelompokkan dalam 2 kategori. pertama, kategori i rehabilitasi dan peningkatan mutu yang meliputi (1) penggunaan dak bidang pendidikan kategori i diperuntukkan bagi kabupaten/kota yang masih memerlukan program rehabilitasi sekolah. kegiatannya meliputi 2 komponen, yaitu merehabilitasi fisik sekolah, yang mencakup rehabilitasi gedung sekolah/ruang kelas, pengadaan/rehabllitasi sumber dan sanitasi air bersih serta kamar mandi dan wc, pengadaan/ perbaikan meubiler ruang kelas, lemari perpustakaan dan pembangunan/rehabifitasi rumah dinas penjaga/guru/kepala sekolah; selanjutnya adalah mengadakan sarana pendidikan dan sarana perpustakaan, yang mencakup alat peraga pendidikan, buku pengayaan, buku referensi, dan sarana multimedia; (2) sekolah penerima dak diwajibkan melaksanakan semua komponen kegiatan di atas sebagai satu kesatuan yang utuh; (3) proporsi dana antara komponen “a” (rehabilitasi fisik sekolah) dan komponen “b” (pengadaan sarana pendidikan dan sarana perpustakaan) ditetapkan 60 : 40. hal ini berlaku bagi kabupaten/kota dengan indek kemahalan konstruksi (ikk) = 1, di mana alokasi dana per sekolahnya ditetapkan sebesar rp 250.000.000,00 (dua ratus lima puluh juta rupiah). khusus untuk komponen “a” (rehabilitasi fisik sekolah), alokasi dana per sekolah disesuaikan dengan ikk kabupaten/kota; (4) pendanaan komponen kegiatan pada poin 3 di atas berasal dari sumber, yaitu dak (apbn) sebesar 90% dari alokasi sekolah dan kabupaten/kota (apbd) sebesar minimal 10% dari alokasi sekolah; (5) dalam memenuhi butir “d”, kabupaten/kota sekaligus menaati kesepakatan bersama pembiayaan pendidikan antara menteri pendidikan nasional dengan para gubernur dan bupati/ walikota. kedua, kategori ii peningkatan mutu yang meliputi (1) penggunaan dak bidang pendidikan kategori ii diperuntukkan bagi kabupaten/ kota atau sekolah yang sudah (tidak memerlukan lagi program rehabilitasi sekolah). kegiatannya meliputi 2 komponen, yaitu merehabititasi/ membangun ruang perpustakaan dan mengadakan meubiler perpustakaan serta pengadaan sarana pendidikan dan perpustakaan, yang mencakup pengadaan alat peraga pendidikan, buku pengayaan, buku referensi, dan sarana multimedia dan alat elektronika; (2) sekolah penerima dak diwajibkan melaksanakan semua komponen kegiatan di atas sebagai satu kesatuan yang utuh; (3) alokasi dana per sekolah ditetapkan sebesar rp 250.000.000,00 (dua ratus lima puluh juta rupiah). hal ini berlaku bagi kabupaten/ kota dengan ikk = 1. khusus untuk komponen “a” (merehabilitasi/membangun ruang perpustakaan dan pengadaan meubiler), alokasi dana per sekolah disesuaikan dengan ikk kabupaten/kota; (4) pendanaan komponen kegiatan pada poin 3 di atas berasal dari sumber, yaitu dak (apbn) sebesar 90% dari alokasi sekolah, dan kabupaten/kota (apbd) sebesar minimal 10% dari alokasi sekolah. kegiatan-kegiatan yang tidak dapat dibiayai dak meliputi administrasi kegiatan, penyiapan kegiatan fisik, penelitian, pelatihan, perjalanan pegawai daerah, dan lain-lain biaya umum sejenis. kegiatan-kegiatan yang tidak dapat dibiayai dak tersebut di atas, pembiayaannya dibebankan kepada biaya umum yang disediakan melalui apbd. transparansi dan akuntabilitas. pelaksanaan dak pendidikan haruslah transparan dalam artian harus mendapatkan perhatian yang baik dan control yang baik dari masing masing fihak seperti bupati/walikota, komite sekolah, kepala sekolah dan masyarakat setempat. selanjutnya karena ini menyangkut dengan keuangan negara maka kegiatan ini harus siap untuk diperikas hasil evaluasi pelaksanaan .....(khoirul anwar) 163 (auditable) untuk bisa dipertanggung jawabkan. ”pemeriksaan keuangan negara meliputi pemeriksaan atas pengelolaan keuangan negara dan pemeriksaan atas tanggung jawab keuangan negara. bpk melaksanakan pemeriksaan atas pengelolaan dan tanggung jawab keuangan negara. pemeriksaan pengelolaan dan tanggung jawab keuangan negara yang dilakukan oleh bpk meliputi seluruh unsur keuangan negara sebagaimana dimaksud dalam pasal 2 undang-undang nomor 17 tahun 2003 tentang keuangan negara” (bastian, 2007). demikian juga menurut indra bastian dalam bukunya audit sektor publik yang menyebutkan “dalam proses pemeriksaan, kesiapan daerah dan perangkatnya sangat penting dan tentunya tak bisa dipisahkan begitu saja dengan persiapan proses auditing. bagaimanapun dalam proses ini, daerah harus menunjukkan bukti-bukti yang kuat atas transaksi keuangannya.” (cahyat, 2004). selain itu, ade cahyat menjelaskan bahwa “peraturan perundangan di bidang pengelolaan keuangan daerah dan pemerintahan daerah memberikan mandat kepada pimpinan daerah untuk melakukan evaluasi terhadap pelaksanaan apbd. fungsi evaluasi ini adalah bagian dari fungsi pembinaan dan pengawasan gubernur terhadap pemerintah kabupaten /kota” (mahmudi, 2005). dengan adanya evaluasi dan pengawasan tersebut diatas menurut mahmudi maka “reformasi sektor publik dalam rangka menciptakan good public & corporate governance di indonesia bisa terwujud melalui suatu kinerja yang baik, yaitu kinerja sektor publik yang terintegrasi dan bersistem dengan baik yang mampu meningkatkan standar pelayanan publik”. (bastian, 2006a). perwujudan kinerja yang baik dalam administrasi pemerintahan/publik tidak terlepas oleh peran akuntansi pemerintahan/publik yang baik dan transparan. “akuntansi sektor publik didefinisikan sebagai akuntansi dana masysrakat, yang selanjutnya dapat diartikan sebagai mekanisme teknik dan analisis akuntansi yang diterapkan pada pengelolaan dana masyarakat/negara (apbn)” (bastian, 2006b). secara keseluruhan pelaksanaan administrasi pemerintahan agar supaya memenuhi syarat transparansi haruslah didukung oleh sistem akuntansi pemerintahan yang cukup handal. “tuntutan akan transparansi publik, kinerja yang baik, dan akuntabilitas begitu sering ditujukankepada para manajer pemerintahan. sehingga semua haruslah diakomodir dalam kebijakan good corporate governance karena hal tersebut merupakan tuntutan yang harus dipenuhi oleh administrasi sektor publik” (uu ri no.1, 2004). mekanisme penyaluran dak bidang pendidikan dak disalurkan dengan cara pemindahbukuan dan rekening kas umum negara ke rekening kas umum daerah (kabupaten/kota). dengan demikian penyarulan dana ini tidak terlepas dari kantor perbendaharaan negara dalam pendistribusian uang atau dana pembangunan. “bendahara adalah setiap orang atau badan yang diberi tugas untuk dan atas nama negara/daerah, menerima, menyimpan, dan membayar/menyerahkan uang atau surat berharga atau barang-barang negara/daerah” (uu ri no. 15, 2004). penyaluran dana diberikan secara penuh/utuh tanpa potongan pajak baik dari kas umum negara ke kas umum daerah maupun dari kas umum daerah ke rekening sekolah. kewajiban pajak atas penggunaan dak diselesaikan oleh sekolah penerima dak sesuai dengan peraturan perundang-undangan yang berlaku. ilustrasi mekanisme penyaluran dak bidang pendidikan disajikan pada gambar 1. 164 journal the winners, vol. 11 no. 2, september 2010: 160-178 gambar 1 ilustrasi mekanisme penyaluran dak bidang pendidikan keterangan: : komando : garis koordinas metode penelitian identifikasi popolasi dan sampel populasi pada kegiatan evaluasi pelaksanaanprogram dak bidang pendidikan tahun 2007 adalah pemerintah kabupaten/kota dan sekolah penerima dak bidang pendidikan di 33 provinsi yang tersebar di 434 kabupaten/kota. berdasarkan dari populasi yang sudah ditetapkan tersebut diatas ditetapkan jumlah sampel kabupaten/kota per provinsi ditentukan secara proporsional tergantung dari besar kecilnya jumlah kabupaten/kota di provinsi tersebut, dengan ketentuan sampel yang diambil mewakili kabupaten dan kota. pengambilan sampel sekolah di kabupaten/kota harus mewakili daerah maju dan daerah tertinggal. adapun khusus untuk daerah di provinsi maluku penetapan sampel berdasarkan sistem purposif sampling. jumlah kabupaten/kota di masing masing provinsi adalah 5 kabupaten/kota. dari masing-masing kabupaten/kota tersebut ditetapkan jumlah sekolah penerima dak sejumlah 10 sekolah per kabupaten/kota. dengan demikian jumlah keseluruhan sekolah yang akan di evaluasi pelaksanaan dak pendidikannya di provinsi maluku adalah 50 sekolah. hal ini mengingat kondisi provinsi maluku yang terdiri dari kepulauan dari masing-masing lokasi sekolah di tiap-tiap kabupaten/kota yang ada. rincian penetapan sampel sekolah di lokasi dapat dilihat di tabel 1. bupati/walikota menyampa1kan rencama definitif kepada kanwil direktorat jenderal perbendaharaam depkeu setempat bupat1/walikota membuka rekening khusus untuk menampung dana aloka51 khusus(dak) bupat1/wal1kota mehgajukam spp dana alokasi khusus(dak) dari transfer dak ditambah oana pendamping apbd (minimum 10%), dan biaya umum 3%, bupati/walikota menetapkan dan mendistribusikan dana dak ke sekolah kepala sekolah /madrasah melaksanakam kegiatam dak komite sekolah/ majelis madrasah dinas pendidikan , kantor depag, dewan pendidikan kabupaten/kota hasil evaluasi pelaksanaan .....(khoirul anwar) 165 tabel 1 sampel sekolah sasaran penelitian kabupaten/kota jumlah sekolah kab. pulau buru 10 kota ambon 10 kab. seram bagian barat 10 kab. seram bagian timur 10 kab. maluku tengah 10 jumlah kabupaten = 5 50 desain evaluasi secara garis besar kegiatan evaluasi terhadap pelaksanaan program pembangunan dak provinsi maluku pada tahun anggaran 2007 dapat di uraikan dalam bentuk indikator dan instrumen evaluasi tersebut. indikator evaluasi adalah penanda-penanda penting yang akan mengarahkan pertanyaan evaluasi ke arah tertentu agar dapat menjawab tujuan dari aktivitas evaluasi pelaksanaan dak pendidikan tahun 2007. dengan demikian, perumusan indikator evaluasi sangat berkaitan dengan pertanyaan yang akan ditujukan dalam evaluasi dan tujuan evaluasi yang ingin dicapai. seperti yang telah diuraikan di atas bahwa indikator evaluasi diharapkan dapat mengarahkan pertanyaan yang akan dilakukan di dalam pekerjaan evaluasi. bentuk pertanyaan tersebut dapat diwujudkan dalam suatu instrumen. sebagai alat bertanya, instrument dapat berbentuk daftar pertanyaan yang dituangkan dalam lembar kesioner untuk diisi oleh responden, atau daftar pertanyaan untuk diwawancarakan kepada responden. dengan demikian, instrumen evaluasi selalu berkaitan dengan pertanyaan apa yang diajukan, dan bagaimana cara mengajukan pertanyaan guna menjawab tujuan evaluasi. untuk itu program kerja peneliti perlu diwujudkan dalam bentuk program / desain evaluasi yang akan dilakukan. beberapa informasi yang dituangkan dalam penyusunan program / desain evaluasi haruslah dikoordinasidengan dengan stakeholder lainnya seperti: dinas pendidikan provinsi, dinas pendidikan kabupaten/kota (ttk), dewan pendidikan provinsi dan kabupaten/kota, serta pengelola program di tingkat sekolah (panitia pelaskana dak pendidikan). dalam penulisan evaluasi ini, indikator dan instrumen ditujukan kepada pihak dinas pendidikan dan sekolah. adapun bentuk desain evaluasi yang terdiri dari indikator beserta instrumen pertanyaan dapat dilihat pada tabel 2 dan 3. tabel 2 desain evaluasi untuk dinas pendidikan kabupaten/kota tahapan pelaksanaan dak indikator sumber data/ metode tahapan input • kesesuaian sdm dengan petunjuk teknis sumber data: dinas pendidikan metode: instrumen dan wawancara tahapan proses • kesesuaian tugas dan tanggungjawab pengelola program dak • kesesuaian mekanisme penyaluran dana subsidi dengan petujuk teknis • kesesuaian prinsip pengelolaan subsidi dak dengan petunjuk teknis sumber data: dinas pendidikan metode: instrumen dan wawancara tahapan output • kesesuaian dokumen yang dibuat pengelola dak dengan petunjuk teknis sumber data: dinas pendidikan metode: instrumen, dan wawancara 166 journal the winners, vol. 11 no. 2, september 2010: 160-178 tabel 3 desain evaluasi untuk sekolah tahapan pelaksanaan dak indikator sumber data/ metode tahapan input • kesesuaian kriteria sekolah dengan petunjuk teknis • kesesuaian kelengkapan administrasi dengan petunjuk teknis • kesesuaian jumlah, penggunaan, dan penyaluran dana dengan petunjuk teknis sumber data: kepala sekolah metode: instrumen dan wawancara tahapan proses • kesesuaian tugas dan tanggungjawab dengan petunjuk teknis • kesesuaian prinsip pengelolaan dengan petunjuk teknis • kesesuaian pengelolaan dana dengan petunjuk teknis • kesesuaian evaluasi dengan petunjuk teknis sumber data: kepala sekolah metode: instrumen dan wawancara tahapan output • kesesuaian kuantitas hasil pembangunan/rehabilitasi dengan petunjuk teknis • kesesuaian kualitas hasil pembangunan/rehabilitasi dengan petunjuk teknis • kesesuaian kuantitas pengadaan sarana dengan petunjuk teknis • kesesuaian kualitas pengadaan sarana dengan petunjuk teknis • kesesuaian pengelolaan sarana sekolah dengan ketentuan inventarisasi barang milik negara • kesesuaian pemanfaatan sarana sekolah dengan program peningkatan mutu pendidikan • kesesuaian laporan program dak dengan petunjuk teknis • kesesuaian tingkat partisipasi masyarakat dengan petunjuk teknis. sumber data: kepala sekolah guru non klk metode: instrumen, dan wawancara hasil dan pembahasan seperti diuraikan dalam bab terdahulu bahwa peneliti untuk menentukan hasil survei dan rekomendasi berdasarkan pekerjaan atau hasil dari penyebaran kuisioner dan wawancara di lapangan. hasil penulisan dari keadaan yang terjadi di lapangan dapat dibagi dalam 3 kelompok besar yaitu: pertama, hasil evaluasi dinas pendidikan kabupaten/kota dalam melaksanakan dak bidang pendidikan. kedua, hasil evaluasi dari masing masing sekolah dalam menerapkan dak bidang pendidikan di sekolah masing-masing. ketiga, hasil wawancara dengan masyarakat sekitar sekolah yang melaksanakan dak pendidikan di kabupaten/kota. hasil evaluasi ini diolah melalui kertas kerja yang merupakan kumpulan dari hasil kuesioner. kemudian hasil kuesioner tersebut di ringkas atau direkap untuk mendapatkan gambaran yang lebih ringkas dalam merumuskan suatu keadaan yang terjadi dilapangan untuk memudahkan dalam pengambilan keputusan atau rumusan keadaan yang terjadi di lapangan. dalam bagian tulisan ini disajikan data hasil evaluasi yang ada dilapangan yang telah diringkas dengan mengikuti bagian dan subagian dari desain evaluasi. tentunya rangkuman yang bersifat global ini tidak lepas dari rakapitulasi dari hasil kuesioner yang disebarkan ke dinas pendidikan dan sekolah serta masyarakat sekitar sekolah yang melaksanakan dak pendidikan tahun 2007 di provinsi maluku. lebih jelasnya data evaluasi (dalam lampiran) memuat rangkuman global dari hasil evaluasi tersebut diatas yang di mulai dari hasil evaluasi dinas, kemudian diikuti hasil evaluasi di sekolah pelaksana dak dan seterusnya. hasil evaluasi pelaksanaan .....(khoirul anwar) 167 berdasarkan hasil evaluasi dari dinas kota dan kabupaten di provinsi maluku, masih terdapat ketidaksesuaian dalam mekanisme pendistribusian dana ke sekolah. himbauan yang diajukan adalah sebaiknya penyaluran dana subsidi dilakukan denngan se dirjen perbendaharaan departemen keuangan dilakukan dalam 3 tahap saja (tidak 4 tahap seperti yang ada di sk). demikian juga terdapat temuan bahwa penyaluran / transfer dana subsidi kurang tepat waktu. sebagai contoh adalah untuk dak tahun 2007, ada dana yang diterima tanggal 28 desember 2007. masih dalam hal mekanisme penyaluran dana ke sekolah, hendaknya pencairan dana yang ditujukan kepada kepala sekolah bisa dipercepat kalau semua persyaratan bisa dipenuhi. dengan demikian, tugas dari sekolah-sekolah dalam mempersiapkan data administrasi sebelum penerimaan dana dak harus ditingkatkan ketelitian dan kelengkapannya. pihak pemda dalam pelaksanaan dak memohon diberikan kewenangan untuk mengatur tata cara pengelolaan dak. alasannya adalah karena pemda lebih mengetahui karakteristik daerahnya, dan kondisi geografis daerahnya serta menghindari kecemburuan antara kepala sekolah dan guru serta komite sekolah. hal ini didasari sering dijumpainya keadaan, di mana kepala sekolah sering meninggalkan tempat tugas hingga berminggu-minggu bahkan sampai berbulanbulan. selain itu, buku petunjuk teknis jangan sampai terlambat sampai di daerah sehingga pelaksanaan kegiatan bisa dipelajari dengan cepat dan mudah. buku juknis tersebut diharapkan bisa diterima oleh daerah pelaksana dak 3 bulan sebelum pelaksanaan dak tiap tahunnya. atas ketidaksiapan tersebut, masih dijumpainya dak untuk rehabilitasi sekolah digunakan untuk pembuatan ruangan kelas baru. ringkasan yang didapat berdasarkan penyebaran evaluasi ke sekolah adalah masih terdapat ketidaksesuaian antar pelaksanaan dak dengan petunjuk teknis. berikut ini temuantemuan dan berdasarkan hasil kunjungan di lapangan atau hasil kunjungan ke sekolah-sekolah penerima dana dak, yaitu (1) dana bantuan yang untuk buku seharusnya dibelanjakan oleh guru sekolah karena guru sekolah yang mengetahui kebutuhan anak didik setiap harinya; (2) banyak sekolah selama ini tidak melaksanakan dak dengan swa kelola sendiri, melainkan pelaksanaan dak pendidikan tahun 2007 dilakukan oleh kontraktor; (3) dana dak hendaknya dimasukkan ke dalam rekening sekolah. banyak permohonan untuk tahun 2009 nanti dak langsung dikirim ke rekening sekolah; (4) gedung yang dibangun di tahun 2007 dengan menggunakan dak banyak yang tidak relevan. contohnya adalah mebel air tidak ada / ada tali kurang kuat dan tidak bertahan lama. alat-alat penunjang belajar mengajar pun juga tidak ada. jika adapun tidak memenuhi standar atau harapan dari guru yang melaksanakan proses kegiatan belajar mengajar sehari-hari; (5) rangkuman yang didapat dari isian kuesioner menggambarkan adanya ketidaktransparanan pembangunan antara diknas dengan komite sekolah dan kepala sekolah. diharapkan pembangunan atau rehabilitasi sekolah harus melibatkan kepala sekolah dan komite sekolah; (6) keterlibatan masyarakat tidak optimal seperti yang diharapkan dalam juknis. banyak sekolah hanya menerima bangunan sekolah yang sudah rampung karena yang mengerjakan orang lain di luar masyarakat sekitar sekolah. hal ini sudah menyalahi aturan komitmen awal antara komite sekolah dan masyarakat sekitar; (7) terdapat kenyataan bahwa bangunan yang direhab tidak sesuai dengan rancana awal dengan alasan dana tidak mencukupi; (8) beberapa temuan mengenai pihak sekolah hanya menerima hasil jadi karena yang mengelola pembangunan dari pihak yang mempunyai kewenangan, dalam hal ini diknas pendidikan. pihak sekolah hanya ikut menandatangani pertanggungjawaban penggunaan dana, jadi bukan sebagai pengelola dana untuk rehabilitasi sekolah; (9) terdapat pembangunan ruang baru dibangun dengan menggunakan dana dak, namun hal ini sudah disetujui oleh komite sekolah, mengingat ruang kelas yang sudah ada tidak menampung lagi kemauan masyarakat untuk menyekolahkan anaknya di bangku sekolah; (10) tahap penyaluran dana ada yang tidak tepat waktu sesuai dengan waktu yang sudah ditentukan. terdapat sampai tahun 2008 baru penyaluran dana ke rekening sekolah; (11) masyarakat tidak terlibat dalam penggunaan dak karena ada yang berpendapat bahwa rehabilitasi gedung sekolah adalah tanggung jawab pemerintah; (12) kode inventarisasi barang milik sekolah atau milik negara juga sangat minim sehingga kurang sesuai dengan petunjuk teknis dak; (13) kenaikan harga bahan material sangatlah drastis dan bisa terjadi sewaktu-waktu, khususnya untuk daerah indonesia bagian timur. untuk itu, banyak hasil output yang kurang sesuai dengan rencana 168 journal the winners, vol. 11 no. 2, september 2010: 160-178 dan petunjuk teknis dikarenakan dana sudah habis; (14) masih terdepat di beberapa sekolah kurang tertib administrasi seperti pertanggungjawaban keuangan dan bukti keuangan. namun, bila dilihat dari proses fisik yang ditunjukkan dengan foto proses rehabilitasi, kegiatan dak kelihatan dilakukan sesuai tujuan, yaitu rehabilitasi dan peningkatan mutu peneieikan; (15) pekerjaan fisik rehabilitasi masih ada yang kurang sesuai dengan petunjuk teknis seperti kelistrikan, sanitasi, dan rehabilitasi kamar mandi/wc. simpulan setelah menmpelajari dan mengkompilasi hasil evaluasi kegiatan penyaluran dana untuk kegiatan dak pendidikan di tahun 2007, maka penulis merasa perlu untuk menyimpulkan keadaan yang terdapat dilapangan baik itu keadaan dan kondisi di dinas pendidikan kabupaten/kota maupun kaadaan dan kondisi pelaksanaan dak di lingkungan sekolah penerima dak. secara keseluruhan dari kegiatan dak pendidikan tahun 2007 di provinsi maluku , pelaksanannya telah sesuai dengan petunjuk teknis pelaksanaan dak pendidikan tahun 2007 namun, pelaksanaan dilapangan masih ditemukannya beberapa kejadian atau proses yang kurang sesuai dengan petunjuk teknis pelaksanaan dak pendidikan tahun 2007. untuk itu perlu kiranya penulis menyampaikan saran dan rekomendasi. saran dan rekomendasi untuk dinas pendidikan kabupaten/kota adalah (1) pelaksanaan dak pendidikan harus sepenuhnya dikelola oleh sekolah dan komite sekolah agar pelaksanaannya tidak menyalahi petunjuk teknis pelaksanaan dak pendidikan; (2) buku pelajaran dan referensi seharusnya dibelanjakan oleh guru sekolah karena guru sekolah yang mengetahui kebutuhan anak didik setiap harinya dan kurikulum yang berlaku; (3) dana dak hendakya di masukkan dalam rekening sekolah tepat waktu sehingga pelaksanaan dan pertanggung jawaban dak pendidikan juga bisa tepat waktu tanpa ada kendala; (4) ketepatan waktu yang disinggung pada butir 3 tersebut untuk mengantisipasi melonjakknya harga-harga baik material dan non material. semakin lama realisasi dak semakin besar kemungkinan perbedaan harga antara usulan perencanaan dan reaslisasi; (5) dana untuk keperluan dak haruslah dikelola dan masuk rekening sekolah. saran dan rekomendasi untuk sekolah adalah (1) pengadaan sarana dan prasarana belajar mengajar haruslah dari bahan material dengan harga yang sesuai namun mempunyai kualitas daya tahan lama, hal ini mengingat aktifitas anak-anak pada saat belajar sangat tinggi; (2) untuk mewujudkan transparansi pelaksanaan dak pendidikan, disarankan pembangunan atau rehabilitasi sekolah harus melibatkan kepala sekolah dan komite sekolah serta masyarakat sekitar; (3) sosialisasi terhadap masyarakat atas pelaksanaan kegiatan dak pendidikan oleh sekolah haruslah jelas; (4) pihak sekolah haruslah terlibat dalam pembangunan rehabilatsi sekolah termasuk juga pertangung jawaban administrasi keuangannya; (5) seoptimal mungkin dana yang ada untuk merehabilitasi sekolah, bukannyauntuk pembangunan ruangan baru, hal ini agar sesuai pertanggung jawaban dengan rencana pembangunan semula; (6) administrasi barang milik negara harus jelas. termasuk dalam hal ini adalah kode inventarisasi barang milik sekolah atau milik negara; (7) pertanggung jawaban pelaksanaan dak tidak hanya sebatas photo-photo kegiatan, namun lebih penting lagi adalah pertanggung jawaban administrasi serta bukti-bukti keuangan; (8) pekerjaan fisik rehabilitasi disarankan tidak menyalahi petunjuk teknis, seperti kelistrikan, sanitasi, dan rehabilitasi kamar mandi/wc. hasil evaluasi pelaksanaan .....(khoirul anwar) 169 daftar pustaka anonim. (2007). apbn ri: pelaksanaan program dana alokasi khusus (dak) dan petunjuk teknisnya. bastian, i. (2006a). akuntansi sektor publik: suatu pengantar. jakarta: erlangga. bastian, i. (2006b). sistem akuntansi sektor publik (edisi 2). jakarta: salemba empat. bastian, i. (2007). audit sektor publik (edisi 2). jakarta: salemba empat. cahyat, a. (2004). sistem pengawasan terhadap penyelenggaraan pemerintahan daerah kabupaten:pembahasan peraturan perundangan di bidang pengawasan. governance brief, buletin cifor, nomor 3. mahmudi. (2005). manajemen kinerja sektor publik, edisi i, yogyakarta : upp amp ykpn republik indonesia. 2003. undang-undang no. 17 tahun 2004 tentang keuangan negara. lembaran negara republik indonesia tahun 2003 nomor 47. sekretariat negara. republik indonesia. 2004. undang-undang no. 1 tahun 2004 tentang perbendaharaan negara. lembaran negara republik indonesia tahun 2004 nomor 5. sekretariat negara. republik indonesia. 2004. undang-undang no. 15 tahun 2004 tentang pemeriksaan pengelolaan dan tanggung jawab keuangan negara. lembaran negara republik indonesia tahun 2004 nomor 66. sekretariat negara. 170 journal the winners, vol. 11 no. 2, september 2010: 160-178 lampiran tabel a.1 keterangan kegiatan dak di provinsi maluku keterangan kegiatan dak dinas kab/kota 1 2 3 4 5 i. tahapan input a. kesesuaian sumber daya manusia dengan petunjuk teknis s s s s s ii. tahapan proses a.kesesuaian tugas dan tanggung jawab pengelola program dak k s s s s b.kesesuaian mekanisme penyaluran dana subsidi dak bidang pendidikan dengan petunjuk teknis t s s k k c.kesesuaian prinsip pengelolaan subsidi dak bidang pendidikan dengan petunjuk teknis s s s s s iii tahapan output a.kesesuaian dokumen yang dibuat pengelola program dak bidang pendidikan dengan petunjuk teknis s s s s s total score 12 15 15 15 14 kategori penilaian penyeluruh k s s s s catatan kategori unit score: s = sesuai dengan petunjuk teknis (score 3) k = kurang sesuai dengan petunjuk teknis (score 2) t = tidak sesuai dengan petu njuk teknis (score 1) catatan penilaian menyeluruh: maximum score = 15 s = (15 * 81%) s/d (15 * 100%) = 12,1 s/d 15 k = (15 * 41%) s/d (15 * 80%) = 6,1 s/d 12 t = 0 (15 *40%) = 0 s/d 6 hasil evaluasi pelaksanaan .....(khoirul anwar) 171 tabel a.2 hasil evaluasi pelaksanaan program dak pendidikan di kabupaten maluku tengah keterangan kegiatan dak evaluasi sekolah 1 2 3 4 5 6 7 8 9 10 i. tahapan input a. kesesuaian kriteria sekolah sasaran program dak dengan petunjuk teknis a. kesesuaian kriteria sekolah sasaran program dak dengan petunjuk teknis k s s k s s k s s k b. kesesuaian kelengkapan administrasi pelaksanaan program dak dengan petunjuk teknis t k k t s s k s s s c. kesesuaian jumlah, penggunaan dan penyaluran dana dengan petunjuk teknis k k k t s s s k k k d. kesesuaian sdm pelaksana program dak dengan petunjuk teknis t t s t s s s k s s ii. tahapan proses a. kesesuaian tugas dan tanggung jawab pelaksana dak dengan dengan petunjuk teknis 1. kepala sekolah k k s t s s s s s s 2. komite sekolah t t k t s s s s s s b. kesesuaian prinsip pengelolaan program dak dengan petunjuk teknis k k k k s s s k k t c. kesesuaian pengelolaan dana program dak dengan petunjuk teknis k t k k s s s s s t d. kesesuaian pemantauan dan evaluasi dengan petunjuk teknis s k s s s s t s s s iii tahapan output a. kesesuaian kuantitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan dokumen perencanan t t t k t t t t k t b. kesesuaian kualitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan persyaratan teknis/dokumen perencanan 1. pekerjaan pondasi s s s s s s s s s s 2. pekerjaan dinding 2.1. dinding tembok s s s s s s s s s s 2.2. dinding kayu 3. pekerjaan beton (struktur) s s s s s s s s s s 4. pekerjaan kusen, daun pintu, dan jendela s s s s s s s k s s 5. pekerjaan penggantuing, pengunci dan kaca s s s s s s s k s s 6. pekerjaan lantai dan penutup lantai 6.1. lantai plesteran, tegel, keramik s s s s s s s s s s 6.2. lantai kayu 7. pekerjaan atap s s s s s s s s s s 8. pekerjaan langit-langit s s s s s s s s s s 9. pekerjaan listrik s t s t s s s t s s 10. pekerjaan sumber air bersih, sanitasi, dan km/wc s t s t s s s s s s 11. pekerjaan pengecatan s s s s s s s s s s 12. pengadaan meubelair ruang kelas s t s t t s t t s t c. kesesuaian kuantitas pekerjaan pengadaan sarana sekolah dgn petunjuk teknis 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s t 3. alat multimedia dan mesin ketik manual peraga pendidikan s t s s s s t t t t d. kesesuaian kualitas pengadaan sarana sekolah dengan petunjuk teknis 1. alat peraga pendidikan s s s k s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s k s s t t t t e. kesesuaian pengelolaan sarana sekolah dengan ketentuan inventarisasi barang 1. alat peraga pendidikan s s s t t t t t t t 2. buku pengayaan dan referensi s s s t t t t t t t 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s t t t t t t t f. kesesuaian pemanfaatan sarana sekolah dengan program peningkatan mutu pendidikan 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s t s s s s t t k t g. kesesuaian laporan akhir program dak bidang pendidikan dengan petunjuk teknis 1. dokumen administrasi s k s s s s s s s s 2. dokumen teknis dan biaya s s s t s s s k t s 3. dokumen keuangan s k k t k k k k s s h. kesesuaian tingkat partisipasi masyarakat dengan petunjuk teknis t t k t k k k t k k total score 99 87 105 80 102 104 92 87 97 89 katagori penilaian penyeluruh s k s k s s s k s k 172 journal the winners, vol. 11 no. 2, september 2010: 160-178 catatan kategori unit score: s = sesuai dengan petunjuk teknis (score 3) k = kurang sesuai dengan petunjuk teknis (score 2) t = tidak sesuai dengan petu njuk teknis (score 1) catatan penilaian menyeluruh: maximum score = 114 s = (114 * 81%) s/d (114 * 100%) = 92 s/d 114 k = (114* 41%) s/d (114 * 80%) = 46 s/d 91,9 t = 0 (114 *40%) = 0 s/d 45,9 tabel a.3 hasil evaluasi pelaksanaan program dak pendidikan di kota ambon keterangan kegiatan dak evaluasi sekolah 1 2 3 4 5 6 7 8 9 10 i. tahapan input a. kesesuaian kriteria sekolah sasaran program dak dengan petunjuk a. kesesuaian kriteria sekolah sasaran program dak dengan petunjuk teknis s k k k k k k k k s b. kesesuaian kelengkapan administrasi pelaksanaan program dak dengan petunjuk teknis s s s s s s s s s s c. kesesuaian jumlah, penggunaan dan penyaluran dana dengan petunjuk teknis s s s s s s s s s s d. kesesuaian sdm pelaksana program dak dengan petunjuk teknis s s s s s s s s s s ii. tahapan proses a. kesesuaian tugas dan tanggung jawab pelaksana dak dengan petunjuk teknis 1. kepala sekolah s k k k k k k k k k 2. komite sekolah s s s s s s s s s s b. kesesuaian prinsip pengelolaan program dak dengan petunjuk teknis s s s s s s s s s s c. kesesuaian pengelolaan dana program dak dengan petunjuk teknis s s s s s s s s s s d. kesesuaian pemantauan dan evaluasi dengan petunjuk teknis s s s s s s s s s s iii tahapan output a. kesesuaian kuantitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan dokumen perencanan s s s s s s s s s s b. kesesuaian kualitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan persyaratan teknis/dokumen perencanan 1. pekerjaan pondasi s s s s s s s s s s 2. pekerjaan dinding 2.1. dinding tembok s s s s s s s s s s 2.2. dinding kayu 3. pekerjaan beton (struktur) s s s s s s s s s s 4. pekerjaan kusen, daun pintu, dan jendela s s s s s s s s s s 5. pekerjaan penggantuing, pengunci dan kaca s s s s s s s s s s 6. pekerjaan lantai dan penutup lantai 6.1. lantai plesteran, tegel, keramik s s s s s s s s s s 6.2. lantai kayu 7. pekerjaan atap s s s s s s s s s s 8. pekerjaan langit-langit s s s s s s s s s s 9. pekerjaan listrik s s s s s s s s s s 10. pekerjaan sumber air bersih, sanitasi, dan km/wc s s s s s s s s s s 11. pekerjaan pengecatan s s s s s s s s s s 12. pengadaan meubelair ruang kelas s s s s s s s s s s c. kesesuaian kuantitas pekerjaan pengadaan sarana sekolah dgn petunjuk teknis 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s d. kesesuaian kualitas pengadaan sarana sekolah dengan petunjuk teknis 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s e. kesesuaian pengelolaan sarana sekolah dengan ketentuan inventarisasi barang milik negara hasil evaluasi pelaksanaan .....(khoirul anwar) 173 tabel a.3 hasil evaluasi pelaksanaan program dak pendidikan di kota ambon (lanjutan) keterangan kegiatan dak evaluasi sekolah 1 2 3 4 5 6 7 8 9 10 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s f. kesesuaian pemanfaatan sarana sekolah dengan program peningkatan mutu pendidikan 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s g. kesesuaian laporan akhir program dak bidang pendidikan dengan petunjuk teknis 1. dokumen administrasi s s s s s s s s s s 2. dokumen teknis dan biaya s s s s s s s s s s 3. dokumen keuangan s s s k k k k k k s h. kesesuaian tingkat partisipasi masyarakat dengan petunjuk teknis s k k k k k k k k k total score 114 111 113 110 111 111 111 110 110 112 kategori penilaian menyeluruh s s s s s s s s s s catatan kategori unit score: s = sesuai dengan petunjuk teknis (score 3) k = kurang sesuai dengan petunjuk teknis (score 2) t = tidak sesuai dengan petu njuk teknis (score 1) catatan penilaian menyeluruh: maximum score = 114 s = (114 * 81%) s/d (114 * 100%) = 92 s/d 114 k = (114* 41%) s/d (114 * 80%) = 46 s/d 91,9 t = 0 (114 *40%) = 0 s/d 45,9 174 journal the winners, vol. 11 no. 2, september 2010: 160-178 tabel a.4 hasil evaluasi pelaksanaan program dak pendidikan di kabupaten seram barat keterangan kegiatan dak evaluasi sekolah 1 2 3 4 5 6 7 8 9 10 i. tahapan input a k i k it i k l h dak d t j k t k i a. kesesuaian kriteria sekolah sasaran program dak dengan petunjuk teknis k s s k k k s s s s b. kesesuaian kelengkapan administrasi pelaksanaan program dak dengan petunjuk teknis s s s s s s s s s s c. kesesuaian jumlah, penggunaan dan penyaluran dana dengan petunjuk teknis s s s s s s s s s s d. kesesuaian sdm pelaksana program dak dengan petunjuk teknis s s s s s s s s s s ii. tahapan proses a. kesesuaian tugas dan tanggung jawab pelaksana dak dengan dengan petunjuk teknis 1. kepala sekolah s s s s s s s s s s 2. komite sekolah s s s s s s s s s s b. kesesuaian prinsip pengelolaan program dak dengan petunjuk teknis t t s k s s s s k s c. kesesuaian pengelolaan dana program dak dengan petunjuk teknis s s k s s s s s k s d. kesesuaian pemantauan dan evaluasi dengan petunjuk teknis t s s s s s s s s s iii tahapan output a. kesesuaian kuantitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan dokumen perencanan k s s t s s s s t k b. kesesuaian kualitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan persyaratan teknis/dokumen perencanan 1. pekerjaan pondasi s s s s s s s s s s 2. pekerjaan dinding 2.1. dinding tembok s s s s s s s s s s 2.2. dinding kayu 3. pekerjaan beton (struktur) s s s s s s s s s s 4. pekerjaan kusen, daun pintu, dan jendela s s s s s s s s s s 5. pekerjaan penggantuing, pengunci dan kaca s s s s s s s s s s 6. pekerjaan lantai dan penutup lantai 6.1. lantai plesteran, tegel, keramik s s s s s s s s s s 6.2. lantai kayu 7. pekerjaan atap s s s s s s s s s s 8. pekerjaan langit-langit s s s s s s s s s s 9. pekerjaan listrik s s s s s s s s s s 10. pekerjaan sumber air bersih, sanitasi, dan km/wc s s t s s s s s s s 11. pekerjaan pengecatan s s s s s s s s s s 12. pengadaan meubelair ruang kelas s s t s s s s s t s c. kesesuaian kuantitas pekerjaan pengadaan sarana sekolah dgn petunjuk teknis 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s d. kesesuaian kualitas pengadaan sarana sekolah dengan petunjuk teknis 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s e. kesesuaian pengelolaan sarana sekolah dengan ketentuan inventarisasi barang negara 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s f. kesesuaian pemanfaatan sarana sekolah dengan program peningkatan mutu pendidikan 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s g. kesesuaian laporan akhir program dak bidang pendidikan dengan petunjuk teknis 1. dokumen administrasi s s s s s s s s k s 2. dokumen teknis dan biaya s s s s s s s s s s 3. dokumen keuangan k k k s s k k k k s h. kesesuaian tingkat partisipasi masyarakat dengan petunjuk teknis k k k k t t t t t k total score 106 110 107 109 111 110 111 111 104 112 kategori penilaian menyeluruh s s s s s s s s s s hasil evaluasi pelaksanaan .....(khoirul anwar) 175 catatan kategori unit score: s = sesuai dengan petunjuk teknis (score 3) k = kurang sesuai dengan petunjuk teknis (score 2) t = tidak sesuai dengan petu njuk teknis (score 1) catatan penilaian menyeluruh: maximum score = 114 s = (114 * 81%) s/d (114 * 100%) = 92 s/d 114 k = (114* 41%) s/d (114 * 80%) = 46 s/d 91,9 t = 0 (114 *40%) = 0 s/d 45,9 tabel a.5 hasil evaluasi pelaksanaan program dak pendidikan di kabupaten seram timur keterangan kegiatan dak evaluasi sekolah 1 2 3 4 5 6 7 8 9 10 i. tahapan input a k i k it i k l h dak d t j k t k i a. kesesuaian kriteria sekolah sasaran program dak dengan petunjuk teknis k s s s s k k k k s b. kesesuaian kelengkapan administrasi pelaksanaan program dak dengan petunjuk teknis k k s k k s k s k s c. kesesuaian jumlah, penggunaan dan penyaluran dana dengan petunjuk teknis k s k t t s s s s k d. kesesuaian sdm pelaksana program dak dengan petunjuk teknis t s s t t t s s s t ii. tahapan proses a. kesesuaian tugas dan tanggung jawab pelaksana dak dengan dengan petunjuk teknis 1. kepala sekolah k k s t k k k s k k 2. komite sekolah k s s t k k k s k k b. kesesuaian prinsip pengelolaan program dak dengan petunjuk teknis t s k t t s s s s s c. kesesuaian pengelolaan dana program dak dengan petunjuk teknis t t s t s s s s s s d. kesesuaian pemantauan dan evaluasi dengan petunjuk teknis s s s t s s s s s s iii tahapan output a. kesesuaian kuantitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan dokumen perencanan t t k t k k t t k k b. kesesuaian kualitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan persyaratan teknis/dokumen perencanan 1. pekerjaan pondasi s s s s s s s s s s 2. pekerjaan dinding 2.1. dinding tembok s s s s s s s s s s 2.2. dinding kayu 3. pekerjaan beton (struktur) s s s s s s s s s s 4. pekerjaan kusen, daun pintu, dan jendela s s s s s s s s s s 5. pekerjaan penggantuing, pengunci dan kaca s s s s s s s s s s 6. pekerjaan lantai dan penutup lantai 6.1. lantai plesteran, tegel, keramik s s s s s s s s s s 6.2. lantai kayu 7. pekerjaan atap s s s s s s s s s s 8. pekerjaan langit-langit s s s s s s s s s s 9. pekerjaan listrik s s k t s t k t k s 10. pekerjaan sumber air bersih, sanitasi, dan km/wc t t s t s t k k k s 11. pekerjaan pengecatan s s s s s s s s s s 12. pengadaan meubelair ruang kelas t t s t s t k t k s c. kesesuaian kuantitas pekerjaan pengadaan sarana sekolah dgn petunjuk teknis 1. alat peraga pendidikan k k s s s k s s s s 2. buku pengayaan dan referensi k k s s s k s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s k s s s s d. kesesuaian kualitas pengadaan sarana sekolah dengan petunjuk teknis 1. alat peraga pendidikan s k s s s s s k k s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s k s s 176 journal the winners, vol. 11 no. 2, september 2010: 160-178 tabel a.5 hasil evaluasi pelaksanaan program dak pendidikan di kabupaten seram timur (lanjutan) keterangan kegiatan dak evaluasi sekolah 1 2 3 4 5 6 7 8 9 10 e. kesesuaian pengelolaan sarana sekolah dengan ketentuan inventarisasi barang milik egara 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s f. kesesuaian pemanfaatan sarana sekolah dengan program peningkatan mutu pendidikan 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s g. kesesuaian laporan akhir program dak bidang pendidikan dengan petunjuk teknis 1. dokumen administrasi k k s s k s s k k s 2. dokumen teknis dan biaya t t s s t t k k k t 3. dokumen keuangan t t s t t t t t k t h. kesesuaian tingkat partisipasi masyarakat dengan petunjuk teknis t t t t t t t t k t total score 88 94 108 87 97 93 100 98 101 102 kategori penilaian menyeluruh k s s k s s s s s s catatan kategori unit score: s = sesuai dengan petunjuk teknis (score 3) k = kurang sesuai dengan petunjuk teknis (score 2) t = tidak sesuai dengan petu njuk teknis (score 1) catatan penilaian menyeluruh: maximum score = 114 s = (114 * 81%) s/d (114 * 100%) = 92 s/d 114 k = (114* 41%) s/d (114 * 80%) = 46 s/d 91,9 t = 0 (114 *40%) = 0 s/d 45,9 hasil evaluasi pelaksanaan .....(khoirul anwar) 177 tabel a.6 hasil evaluasi pelaksanaan program dak pendidikan di kabupaten kepulauan buru keterangan kegiatan dak evaluasi sekolah 1 2 3 4 5 6 7 8 9 10 i. tahapan input a k i k it i k l h dak d t j k t k i a. kesesuaian kriteria sekolah sasaran program dak dengan petunjuk teknis k s s s s k k k k s b. kesesuaian kelengkapan administrasi pelaksanaan program dak dengan petunjuk teknis s k s k k s k s k s c. kesesuaian jumlah, penggunaan dan penyaluran dana dengan petunjuk teknis s s k t t s s s s k d. kesesuaian sdm pelaksana program dak dengan petunjuk teknis t s s t t t s s s t ii. tahapan proses a. kesesuaian tugas dan tanggung jawab pelaksana dak dengan petunjuk teknis 1. kepala sekolah k k s t k k k k k k 2. komite sekolah k s s t k s k s k k b. kesesuaian prinsip pengelolaan program dak dengan petunjuk teknis t s k k t s s s s s c. kesesuaian pengelolaan dana program dak dengan petunjuk teknis t s s k s s k k s s d. kesesuaian pemantauan dan evaluasi dengan petunjuk teknis s s s t s s s s s s iii tahapan output a. kesesuaian kuantitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan dokumen perencanan t t k t k k k k k k b. kesesuaian kualitas hasil pekerjaan pembangunan/rehabilitasi gedung sekolah dengan persyaratan teknis/dokumen perencanan 1. pekerjaan pondasi s s s s s s s s s s 2. pekerjaan dinding 2.1. dinding tembok s s s s s s s s s s 2.2. dinding kayu 3. pekerjaan beton (struktur) s s s s s s s s s s 4. pekerjaan kusen, daun pintu, dan jendela s s s s s s s s s s 5. pekerjaan penggantuing, pengunci dan kaca s s s s s s s s s s 6. pekerjaan lantai dan penutup lantai 6.1. lantai plesteran, tegel, keramik s s s s s s s s s s 6.2. lantai kayu 7. pekerjaan atap s s s s s s s s s s 8. pekerjaan langit-langit s s s s s s s s s s 9. pekerjaan listrik s s k t s t k t k s 10. pekerjaan sumber air bersih, sanitasi, dan km/wc t t s t s t k k k s 11. pekerjaan pengecatan s s s s s s s s s s 12. pengadaan meubelair ruang kelas t t s t s t k t k s c. kesesuaian kuantitas pekerjaan pengadaan sarana sekolah dgn petunjuk teknis 1. alat peraga pendidikan k k s s s k s s s s 2. buku pengayaan dan referensi k k s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s d. kesesuaian kualitas pengadaan sarana sekolah dengan petunjuk teknis 1. alat peraga pendidikan s k s s s s s k k s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s e. kesesuaian pengelolaan sarana sekolah dengan ketentuan inventarisasi barang mlk negara 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s f. kesesuaian pemanfaatan sarana sekolah dengan program peningkatan mutu pendidikan 1. alat peraga pendidikan s s s s s s s s s s 2. buku pengayaan dan referensi s s s s s s s s s s 3. alat multimedia dan mesin ketik manual peraga pendidikan s s s s s s s s s s g. kesesuaian laporan akhir program dak bidang pendidikan dengan petunjuk teknis 1. dokumen administrasi s s s s s s s k s s 2. dokumen teknis dan biaya k s s s k k k k k k 3. dokumen keuangan t t s t t t t t t k h. kesesuaian tingkat partisipasi masyarakat dengan petunjuk teknis t t t t t t t t t t total score 92 99 108 89 99 97 100 98 100 104 kategori penilaian menyeluruh s s s k s s s s s s 178 journal the winners, vol. 11 no. 2, september 2010: 160-178 catatan kategori unit score s = sesuai dengan petunjuk teknis (score 3) k = kurang sesuai dengan petunjuk teknis (score 2) t = tidak sesuai dengan petu njuk teknis (score 1) catatan penilaian menyeluruh maximum score = 114 s = (114 * 81%) s/d (114 * 100%) = 92 s/d 114 k = (114* 41%) s/d (114 * 80%) = 46 s/d 91,9 t = 0 (114 *40%) = 0 s/d 45,9 in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 113 the winners, 23(2), september 2022, 113-119 doi: 10.21512/tw.v23i2.7083 abnormal return analysis before and after general election in asia steven lesmana1; sumani2* 1,2management department, faculty of economics and business, atma jaya catholic university of indonesia jl. jend. sudirman no. 51, karet semanggi, setiabudi, dki jakarta 12930, indonesia 1maximillianeve@yahoo.com; 2sumani@atmajaya.ac.id; received: 22nd february 2021/ revised: 08th march 2022/ accepted: 09th march 2022 how to cite: lesmana, s. & sumani. (2022). abnormal return analysis before and after general election in asia. the winners, 23(2), 113-119. https://doi.org/10.21512/tw.v23i2.7083 abstract the research aimed to examine the capital market's reaction to political events as seen from the abnormal return using the event study concept. since there are conflicting results of similar previous studies, further research is needed. the research used event study methods, cumulative average abnormal return (caar) to compare abnormal returns during the general election. the research intended to compare stock market activities where there are general elections in four countries in asia which conduct general elections every five years, and with the condition that the general elections in those countries must be completed within one day. the calculation was carried out on the stock index's daily data representing the country in the last five events general elections in each country. the research used an estimated period of 120 days and a time of observation of 33 days. research shows no significant difference between the average abnormal returns before and after the general election event in the last five events for all the countries tested. it can occur due to various factors, such as the anticipation made by investors, investors' behavior, and the amount and speed of information circulating. further research is required to find out the form of the country's efficient market. keywords: abnormal return, general election, efficient market hypothesis (emh), event study i. introduction one theory in traditional finance is the efficient market hypothesis (emh). an efficient market is a concept stating that all company information is reflected in market prices. delcey (2017) divides capital market efficiency into three forms, namely strong form efficiency, semi-strong form efficiency, and weak-form market efficiency. even so, the main challenge of the emh is anomalies or irregularities. in practice, however much information is reflected in a price so that a market can be said to be efficient, there are often unpredictable price fluctuations. price changes are caused by various factors, classified into internal and external factors. external factors include projections of the company's future performance, corporate actions, exchange rate fluctuations, natural disasters, government policies, macroeconomic fundamentals, rumors and market sentiment, market manipulation, and panic. cases of terrorism, natural disasters, political systems, and other phenomena often trigger stories and fear. external factors tend to be challenging to overcome and are considered more dominant in influencing stock prices. one of the political issues in many countries is general elections. the election itself is a free event in which all people directly or indirectly elect a legislative representative body in the country within a specific period. these elections are usually held on average every 4-6 years. the elected legislative also varies for each country, and it depends on the form and system of the country. this event is a unique phenomenon, prompting many researchers to conduct research. nazir et al. (2018) state that terrorism and political events have a significant effect on stock returns. besides, the general election has a positive effect on stock returns (rehman & khan, 2015; wong & hooy, 2016). another research also indicates that there are differences in the average abnormal return before and after the general election. still, there is no difference in trading volume activity (arif & sudjono, 2021; huang & kuo, 2015; imelda, siregar, & anggraeni, 2014; khantavit, 2020); there are also studies pointing out that votes hurt stock market returns (liew & rowland, 2016). since there are differences from the previous research results, the research is conducted to further investigate the relationship of the general election that occurred in several asian countries to the abnormal in pr es s 114 the winners, vol. 23 no. 2 september 2022, 113-119 return before and after the general election. according to jogiyanto (2016), information published as an announcement will signal investors to make investment decisions. if the announcement contains a positive value, it is expected that the market will react when the market receives the announcement. in the context of an event study, which is an observation of stock prices in the capital market to determine whether there is an abnormal return obtained by shareholders due to a particular event, this signaling theory explains that each event will contain information about the market. the general election as a political event is thought to contain information that can influence market reactions. the market reaction is indicated by the change in the company's share price, measured by the abnormal return. the concept of an efficient market was first put forward by fama in 1970, which defines an efficient market if the price of a security fully reflects the available information. the forms of efficient markets can be grouped into three, namely the weak form of the efficient market hypothesis, the semi-strong form of the efficient market hypothesis, and the strong form efficient market hypothesis form of the efficient market hypothesis. the theory states that the price formed in the market is a reflection of all available information, so the price created is a fair value. as a result, market participants may not find any abnormal returns, so the way to obtain a higher rate of return is through the purchase of more risky investment assets. however, the theory has not been able to explain several anomalies or inconsistencies in the capital market, such as the january effect phenomenon, day of the week effects, returns over trading, and non-trading periods. responding to the inability of financial standards to explain anomalies that occur in the capital market, financial researchers began to unite phenomena that arise with behavioral aspects. budhiraja, raman, and bhardwaj (2018) state that behavioral finance is a science that studies how humans respond and react to information to make decisions that can optimize returns by taking into account the inherent risks in them. the statement is reinforced by kresnawati, wahib, and pertiwi (2019) pointing out that the behavior is not only related to the foundations of financial theory and existing economic law but tends to be influenced and based on psychological factors. behavioral finance combines both economics and psychology. there are several theories in behavioral finance, namely prospect theory (hameleers, 2021), investor sentiment (khan & ahmad, 2019), and ambiguity aversion (jia et al., 2020). imelda et al. (2014) examine differences in average abnormal returns and trading volume activity on sectoral stock indices before and after the presidential elections of 2004, 2009, and 2014 in indonesia. the closing price of the daily sectoral stock index used in the research consisted of 120 days before and 30 days after the presidential election. there is evidence of substantial differences in the average abnormal return of sectoral stock indexes before and after the presidential election, especially in the mining sector. however, for trading volume activity, the sectoral stock indexes before and after the presidential election are statistically the same. liew and rowland (2016) also conduct a similar research in malaysia. they use daily fbmklci index data from 1995 to 2013, including the five most recent election events, namely april 25, 1995, november 29, 1999, march 21, 2004, may 8, 2008, and may 5, 2013. the results show that the election negatively affects stock market returns. rehman and khan (2015) conduct a similar research entitled “impact of general elections on stock returns: evidence from the karachi stock exchange 100 index”. the data used is sourced from the kse 100 stock index return, with a sample of the last five general elections that occurred in 1993, 1997, 2002, 2008, and 2013. the results indicate that the general election has a positive effect on stock returns. the general election is a phenomenon contained in external factors that affect stock returns since the event is carried out by various countries, with diverse periods. several countries in asia hold elections in the same period, which is every five years. the research intends to see whether there is a significant difference in abnormal returns in each country before and after the general election. the research novelty lies on the comparison of the abnormal returns between the five general election events in each country. the research contributes to providing a basis for further research for comparative study of events between countries. the problem in the research is to examine significant differences in abnormal returns between before and after the general election events in several countries in asia. the research hypothesis is formulated: h1: there is a significant difference in abnormal returns before and after the general election in indonesia h2: there is a significant difference in abnormal returns before and after the general election in malaysia h3: there is a significant difference in abnormal returns before and after the general election in singapore h4: there is a significant difference in abnormal returns before and after the general election in pakistan ii. methods the population in the research are all countries in the asian continent, which holds general elections with a total of 41 countries. from the population, several countries are selected to be used as research samples. the research uses a sample determination method based on specific criteria, which includes: in pr es s 115abnormal return analysis before.... (steven lesmana; sumani) 1) geographical domicile in the asian continent, 2) holding general elections, which are completed in one day, and organized every five years, 3) trusted stock index that represents the company's shares in the country, 4) stock index data related to daily prices are available in full, 5) data on the number of companies incorporated in the index is available in total. based on these criteria, the research takes four countries from the entire population as research samples, namely indonesia measured by the jakarta composite index (jkse), malaysia measured by the kuala lumpur stock exchange (klse), singapore measured by the straits times index (sti), and pakistan measured by the karachi stock exchange (kse100). the first step is implementation the normality test, in which if the data is not normally distributed, it is tested by the non-parametric method (wilcoxon sign test) and if the normal distribution is tested by the parametric method (paired sample t-test). hypothesis testing uses spss 25, where the indicator is the average abnormal return (aar) in 16 days before and 16 days after the election event, with an estimated 120 days before calculating expected return (rehman & khan, 2015), and the research includes five event of election period in each country (table 1). calculation of average abnormal return is the average of the difference between the actual return, which is the market return with the expected return calculated using the mean adjusted model. the first step is to determine the date of the general election event in each country where the research takes place, then look for dates according to working days referring to the predetermined event timeline (figure 1), which is 120 days before to calculate the expected return and 16 days before, and 16 days after events for abnormal returns. the next step is determining the stock index used as a reference to represent the country, then searching and collecting data on the daily closing price of the stock index in each country that has been determined, according to the date set in the previous step. the process continues to calculating the expected return and actual return of all data using the formula that has been described previously. the aar is averaged overall from the data in 16 days pre and post the last five events of general election periods in each country studied. ihsgt : t-day combined stock price index ihsgt-1 : day-t-1 composite stock price index t : estimated period (120 days) n : number of companies in the index armt : market abnormal return rmt : market actual return e(rmt) : market expected return table 1 details of research object no country stock index period (year) general election 1 2 3 4 5 1 indonesia ihsg 5 07-jul-99 05-jul-04 08-jul-09 10-sep-14 17-apr-19 20-sep-04 2 malaysia klse 5 29-nov-99 21-mar-04 08-mar-08 05-may-13 09-may-19 3 singapura sti 5 02-jan-97 03-nov-01 06-may-06 07-may-11 11-sep-15 4 pakistan kse100 5 03-feb-97 10-oct-02 18-feb-08 11-may-13 25-jul-18 figure 1 event timeline in pr es s 116 the winners, vol. 23 no. 2 september 2022, 113-119 iii. results and discussions the results of the descriptive statistical analysis is presented in table 2. it shows that the mean of the average abnormal return is only negative in malaysia, meaning that the range of data shows a negative aar tendency, due to the expected return value that is far greater than the abnormal return on most days of observation. the highest mean aar is in singapore with 0,0042081. the research focuses on 16 days before and after the last five events in each country, so that the sample of each country below 50, then normality can be seen from the significance of shapiro-wilk. as seen in table 3, the significance value of shapiro-wilk in indonesia is 0,004, and malaysia is 0,002, which is below 0,05 (α), so the data is not normally distributed and tested by non-parametric methods (wilcoxon signed rank test). as for singapore and pakistan, the shapiro-wilk significance value of 0,246 and 0,057 which is above 0,05 (α), it can be said that the data is normally distributed and tested using the parametric method (paired sample t-test). based on statistical tests using the wilcoxon signed rank test on the aar value to prove the hypothesis shown in table 4, the mean difference between the aar before and aar after is -0,362 for indonesia and -0,724 for malaysia. these calculations also obtained a two-way test p-value of 0,717 for indonesia and 0,469 for malaysia at a significance level (α) of 5%. based on the results of these calculations, the significance value is greater than α, so h0 is accepted and rejects h1. there was no significant difference in abnormal returns before and after the general election events in indonesia and malaysia in the last five general elections. based on statistical tests using the paired sample t-test on the aar value to prove the hypothesis in table 2 aar descriptive statistics analysis in indonesia, malaysia, singapore, pakistan n minimum maximum mean std. deviation aar1_before 16 -0,00245 0,00444 0,0002588 0,00193887 aar1_after 16 -0,00299 0,00735 0,0002500 0,00248906 aar2_before 16 -0,02690 0,01094 -0,0048825 0,01103042 aar2_after 16 -0,06417 0,01870 -0,0028275 0,02059573 aar3_before 16 -0,02630 0,02037 0,0006094 0,01348274 aar3_after 16 -0,01996 0,02521 0,0042081 0,01469162 aar4_before 16 -0,00137 0,01202 0,0036331 0,00430659 aar4_after 16 -0,00670 0,01031 0,0029869 0,00520808 valid n (listwise) 16 table 3 normality analysis no country name kolmogorov-smirnov shapiro-wilk conclusion 1 indonesia 0,019 0,004 not normally distributed 2 malaysia 0,200 0,002 not normally distributed 3 singapura 0,200 0,246 normal distributed 4 pakistan 0,138 0,057 normal distributed table 4 wilcoxon signed rank test results no country name z sig. (2-tailed) conclusion 1 indonesia -0,362 0,717 not significant 2 malaysia -0,724 0,469 not significant table 5 paired sample t-test results no country name z sig. (2-tailed) conclusion 1 singapura -0,00359875 0,400 not significant 2 pakistan 0,00064625 0,712 not significant in pr es s 117abnormal return analysis before.... (steven lesmana; sumani) the research (table 5), the mean difference between the mean paired differences is 0,00359875 for singapore and 0,00064625 for pakistan which showed a difference in the average. average aar before and aar after. these calculations also obtain a two-way test p-value of 0,400 for singapore and 0,712 for pakistan at the significance level (α) of 5%. based on the calculations, the significance value is greater than α, so h0 is accepted, and h1 is rejected. there is no significant difference in abnormal returns before and after the general election events in singapore and pakistan in the last five general elections. the research results show that for the countries studied, namely indonesia, malaysia, singapore, and pakistan, all of them did not indicate significant differences in average abnormal returns at the time of observation before and after the election event. insignificant results can be caused by investors who tend to wait in advance around the time of the election event. following prospect theory, profit and loss are two asymmetrical things where this will create a conservative and cautious investor in an uncertain or risky situation. during an election event, investors will tend to wait and place their funds on short-term instruments. various factors influence stock price movements, namely, internal and external factors. external factors that need to be considered in the research are government policies and panic factors. the general election event will directly or indirectly determine the country's economic conditions for the next five years, which will undoubtedly be a consideration and cause anxiety for investors. an uncertain situation regarding whether there will be positive or negative changes will generate sentiment. every investor faces this situation differently, related to investors' behaviour or characteristics that may differ in each country. one example, in indonesia. according to fransiska et al. (2018), indonesian investors tend to be irrational, where buying and selling decisions are more focused on the psychological side. investors in indonesia are thought to panic easily over rumors. the circulating rumors will encourage the panic selling phenomenon, in which investors will sell their shares regardless of the price for fear of the price dropping. these actions are triggered by emotion and fear, not based on rational analysis. as for the countries of singapore and malaysia, it is suspected that investors are calmer and more cautious. the situation in singapore can be said to be stable, so rumors may not really influence investors' decisions. in pakistan, the political situation is often related to the influence of terrorism and military force, so it is possible that investors in pakistan are accustomed to reading the situation, or tend to wait for the conflict to subside. however, for a more in-depth discussion of investor behaviour, further research is needed. it is in line with sentiment theory, where investors have confidence in their behaviour based on rules of thumb based on the situation that occurs, not on rationality. therefore, there are fluctuations in stock prices that cause abnormal returns. the research results are consistent with several previous similar studies, hutami and ardiyanto (2015), and nugraha and suroto (2019) who state that there is no significant difference in abnormal returns between before and after the general election. however, the research results contradict the research of imelda et al. (2014), and rehman and khan (2015) which state that there are significant differences in abnormal returns between before and after the general election. according to balladares et al. (2021), in the semi-strong efficient market concept, investors will not be able to obtain abnormal returns with a strategy based on information available in public. it means that this information does not provide more profit for investors. the information spread in the market will move all investors to make decisions and react quickly to either pushing or pulling the price. therefore, no investor can take advantage of information that other investors do not know to get an abnormal return. based on table 4 and table 5, the z value shows the mean differences between the average abnormal returns before and after the general election event for the non-parametric test and the mean differences in the parametric test. the difference in the average abnormal return is negative for indonesia, malaysia, and singapore from the results obtained. a negative result indicates that the average abnormal return after the value is greater than the average abnormal return before the general election. due to investors' prudent actions in the pre-event and post-event events and election results have been announced, which creates positive sentiment. investors' actions encourage upward price movements and generate positive abnormal returns. however, in pakistan, the results are contradictory. the difference in average abnormal return after and before is positive, meaning that the average abnormal return after general election is smaller than before. negative sentiment may occur due to the general election results that did not match expectations or the aftermath of an unstable event that made investors anxious and cautious. they tend to sell their stocks, which attracts lower price movements. the research is considered different from the previous research since it compares stock index data in five general election periods between four countries. meanwhile, the previous research only compares stock for specific industries or data for one general election period. iv. conclusions it is concluded that there is no significant difference in abnormal returns before and after the general election events in indonesia, malaysia, singapore, and pakistan in the last five events of general elections. for investors and potential investors, the research results are expected to provide an overview and information that can be used in making decisions on shares owned around the time of the general election, in pr es s 118 the winners, vol. 23 no. 2 september 2022, 113-119 especially in the countries studied, namely indonesia, malaysia, singapore, and pakistan. hopefully, by presenting the results of the research, investors can get the expected return. the research has some weaknesses such as the expected return calculation by not using the market model method, which is considered more accurate as the sample used is the overall index and cannot calculate the amount of β (beta). besides, testing the form of an efficient market is not perfect, because the research only focuses on historical data (stock prices in the past). the last weakness is related to behavioral finance theory, which can be improved with information on investor characteristics or behavior in the countries studied. further research can take some suggestions to strengthen analysis and results: (1) adding the amount of data processed by population and sample systems, for example the population is a stock index of a country with a sample of manufacturing companies, or sectoral industries, (2) adding the number of samples countries as a comparison, can be done on the asian continent, or other continents such as europe and the americas, (3) increasing the research period, for example in the research, namely the election event, the research period can be improved starting from the day after the general election until the inauguration of the candidate pair/elected representative board, (4) using a different formula in the expected return calculation, namely using the market model method with ordinary least square regression, (5) deepening the discussion of behavioral finance theory, which includes the characteristics or behavior of investors, factors that investors consider to invest, and its relation to conditions that occur in the research country. acknowledgement the authors would like to thank the faculty of economics and business of atma jaya catholic university of indonesia for providing the funds for our participation in this journal. references arif, a. a., & sudjono, s. (2021). the impact of indonesian presidential election the 2019 on abnormal return and stock trading volume activity on idx (empirist event study on stock listed in the lq 45 index in 2019). dinasti international journal of education management and social science, 2(6), 966-976. https://doi.org/10.31933/dijemss.v2i6.972 balladares, k., ramos-requena, j. p., trinidad-segovia, j. e., & sánchez-granero, m. a. (2021). statistical arbitrage in emerging markets: a global test of efficiency. mathematics, 9(2), 179. https://doi. org/10.3390/math9020179 budhiraja, k., raman, t. v., & bhardwaj, g. n. (2018). impact of behavioral finance in investment decision making. international journal of civil engineering and technology, 9(6), 1151–1157. delcey, t. (2017). efficient market hypothesis, eugene fama and paul samuelson: a reevaluation (working paper. hal-01618347v1) https://hal.archivesouvertes.fr/hal-01618347v1/document fransiska, m., sumani, s., pangestu, s., & willy. (2018). herding behavior in indonesian investors. international research journal of business studies, 11(2), 129-143. http://dx.doi.org/10.21632/ irjbs.11.2.129-143 hameleers, m. (2021). prospect theory in times of a pandemic: the effects of gain versus loss framing on risky choices and emotional responses during the 2020 coronavirus outbreak evidence from the us and the netherlands. mass communication and society. https://doi.org/10.1080/15205436.2020.187 0144 huang, t. l. & kuo, h. j. (2015). an empirical analysis of information transmission mechanism and the trilateral relationship among the mainland china, hong kong, and taiwan stock markets. asia pacific management review. https://doi.org/10.1016/j. apmrv.2014.12.008 hutami, r. n. & ardiyanto, m. d. (2015). abnormal return dan trading volume activity sebelum dan setelah pemilihan presiden secara langsung 9 juli 2014 (studi kasus pada saham lq-45). diponegoro journal of accounting, 4(2), 3-8. imelda, i., siregar, h., & anggraeni, l. (2014). abnormal returns and trading volume in the indonesian stock market in relation to the presidential elections in 2004, 2009, and 2014. international journal of administrative science & organization, 21(2), 6576. https://doi.org/10.20476/jbb.v21i2.4319 jia, r., furlong, e., gao, s., santos, l., & levy, i. (2020). learning about the ellsberg paradox reduces, but does not abolish, ambiguity aversion. plos one, 15(3). https://doi.org/10.1371/journal.pone.0228782 jogiyanto, h. (2016). teori portofolio dan analisis investasi. yogyakarta: bpfe. khan, m. a. & ahmad, e. (2019). measurement of investor sentiment and its bi-directional contemporaneous and lead–lag relationship with returns: evidence from pakistan. sustainability, 11(94), 1-20. https:// doi.org/10.3390/su11010094 khantavit, a. (2020). an event study analysis of thailand’s 2019 general election: a long window of multiple sub-events. international journal of financial research, 11(4), 502-514. https://doi.org. 10.5430/ ijfr.v11n4p502 kresnawati, e., wahib, a. b., & pertiwi, r. . (2019). mental accounting experiment: mode of payment effect on treating money. journal of accounting and investment, 20(3), 339-353. https://doi. org/10.18196/jai.2003133 liew, v. k. & rowland, r. (2016). the effect of malaysia general election on stock market returns. springerplus 5. https://doi.org/10.1186/s40064-0163648-5 nazir, m. s., khan, m. k., akram, a., & ahmed, i. (2018). impact of political and terrorist events on stock in pr es s 119abnormal return analysis before.... (steven lesmana; sumani) market returns: a case study in south asian context. journal of political studies, 25(1), 179-200. nugraha, c. h. a. & suroto. (2019). abnormal return and trading volume activity before and after presidential election 2019 (study on lq-45 stock on februaryjuly 2019). jurnal media ekonomi dan manajemen, 34(2), 229-241. http://dx.doi.org/10.24856/mem. v34i2.1064 rehman, s. u. & khan, j. (2015). terrorist attack and natural catastrophe on stock price returns: evidence from pakistan. city university research journal, 5(1), 69-77. http://doi.org/10.1016/j.ijdrr.2022.102786 wong, w-y. & hooy, c-w. (2016). the impact of election on stock market returns of government-owned banks: the case of indonesia, malaysia and thailand. asian journal of business and accounting, 9(1), 31-58. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 113 the winners, 21(2), september 2020, 113-117 doi: 10.21512/tw.v21i2.6768 leadership agility and digital quotient influence on employee engagement: a case of pt x and pinrumah.com ririn fitaloka1*; bima sugarai2; andi randirga arung perkasa3; nopriadi saputra4 1,2,3,4management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1ririn.fitaloka@binus.ac.id; 2bima.sugarai@binus.ac.id; 3andi.perkasa@binus.ac.id; 4nopriadi.saputra@binus.ac.id received: 23rd october 2020/ revised: 01st december 2020/ accepted: 11th december 2020 how to cite: fitaloka, r., sugarai, b., perkasa, a. r. a., & saputra, n. (2020). leadership agility and digital quotient influence on employee engagement: a case of pt x and pinrumah.com. the winners, 21(2), 113-117. https://doi.org/10.21512/tw.v21i2.6768 abstract the research aimed to determine whether leadership (leadership agility) and digital intelligence (digital quotient) have an influence on employee engagement. the data collection method was conducted by distributing questionnaires to employees, which obtained a sample of 150 people in pharmaceutical companies and pinrumah.com. the analysis method was multiple regression analysis using ibm spss statistics 20 software as data processing. the results show that both leadership agility and digital quotient have significant effects on employee engagement. keywords: leadership agility, digital quotient, employee engagement i. introduction in organizations, both manufacturing and services, including fields require leaders with traits such as competence, quality, and high competitiveness. dubrin (2015) says that a common trait of leaders is their ability to inspire and stimulate others to achieve valuable goals. leadership can be defined as the trust and support among people to achieve organizational goals. this is considered influential on the development and effectiveness of the information system in a company. leaders must be able to alter activities that provide motivation and inspiration for workers. competition in the business world which is currently getting tougher requires leaders with good strategies and skills so that companies can develop and compete. (bakker & albrecht, 2018). in an increasingly advanced technology era, the majority of organizations or companies will choose leaders who can also follow the current trends. it is considered to affect communication between employees and leaders since they can exchange information, discuss, or do other things in easier ways. not to mention they also have technological savvy, which is the ability of to use a device or technology properly and correctly to finally provide positive impacts on the environment and society. nevertheless, a leader is not only seen from the level or only in high organizational positions (uyun, 2018). there are two objects in the research. one of them is from pharmaceutical companies in indonesia that are currently developing. in 2013, the president director of pt x said that to achieve the target, management would improve existing services while expanding. maintain the embryo of the business unit in the form of customer service and home delivery of messages between drugs by telephone. the next service is a physical health center where customers can carry out consultations, counseling, and purchase products. there is yoga and zumba dance as well to make consumers even closer and achieve healthier lifestyle. the next service is a health portal that contains health article content. there is also an online pharmacy service that was launched in 2016. the service work system starts from direct meeting between doctors and patients. prescriptions will be given online, as well as pharmacies in collaboration with pt x will follow up on the recipe. there is also an application for pregnant women for parenting content via chat box technology. this service has partnered with 2.000 doctors and 200 pharmacies across java. apart from this, a good digital services for the pt x group or external is also provided. it means in the form of content creation, both 114 the winners, vol. 21 no. 2 september 2020, 113-117 text and video provide assistance for companies that are just entering the digital realm. almost all health service providers in indonesia, including insurance, have already used digital services. currently the focus of pt x is an acquisition in the sense of how to bring health actors into the digital ecosystem. it is not an acquisition that buys a company, but all the big start-up players start with acquisitions, retention, and monetization. however, in the second half of 2018, pt x launched a new product service that connects laboratories so that patients can order laboratories online and consult services for chronic pain such as stroke and diabetes. this refers to how to bring these health business people into digital and management employees. in the midst of the recent rapid technological developments, various types of new companies have emerged, one of which is start-up. a start-up is a newly established company which is still in the starting stage. however, the current notion of start-up is starting to be associated with technology-based companies due to the use of technology as their platform. in indonesia, there are many types of startups that have developed, such as in the property sector, games sector, insurance sector, trade sector and securities sector. one of the start-up companies engaged in the sale and purchase of property and has been developing at this time is pt granary indonesia property services (granarindo) or pinrumah.com. in 2016, pinrumah.com experienced a decline because the ceo went out of control. the ceo feels the company will continue to run because there are managers in each division. however, the ceo did not check the smooth running of the company periodically causing contract breaks with several property agents and also many employees who resigned or ended their contracts with the company. at that time, pinrumah. com suffered huge losses, but one employee wanted to maintain the company. after several years, finally the employee was able to revive pinrumah.com armed with technological knowledge and rearranging several work structures so that pinrumah.com can survive until now as a fast growing start-up company. from the description of the two companies, employee engagement is essential as a good thing to show business benefits that must be realized by achieving a higher, solid, and attractive level of engagement. guapari and kouzes (2015) state that employee engagement can be realized when leader creates the necessary conditions for employees to be more fully involved in work. interaction and communication in a work relationship generate extraordinary business benefits and to maintain a positive energy level. a growing leader is a factor of success in business growth. the two companies have significant differences in leadership. however, the rapid development of technology has encouraged digitization in all aspects, including in the business world. the presence of technology is proven to provide many conveniences for work activities. leaders are required to be able to communicate not only physically, but also in communicating through various technologies to be effective and efficient. companies must also be able to adapt to these changes. for this reason, leaders are very influential and must be brave enough to take risks at any change. in an current era of technology, it is unfortunate as a leader if they do not take advantage of existing technology. the influence of a leader in digital intelligence is influential on his subordinates if a leader does not have qualified skills in following the progress of digital era, the leader is very likely to be criticized even from his own subordinates that causes less success in leading an organization to achieve predetermined goals. it can be concluded that the leader has an important role in achieving organizational goals. not to mention that this is inseparable from the employees they lead, to what extent the characteristics, attitudes and abilities of employees in translating the leader's desire to produce maximum work performance (cinar, ege & karaca, 2020). leadership is a shared responsibility since several individuals can function as leaders, both with formal and informal assignments. leadership can shift, depending on whose skills are most relevant. leadership makes no difference to the idea that leaders actually influence organizational performance and morale is widely believed. dubrin (2015) states that if a leader is considered responsible and inspirational, this behavior includes involving employees in the company's vision and mission to improve organizational performance. employee engagement is understood as a positive emotional state that is work-related. rather than a specific, momentary state, engagement is a more persistent cognitive affective state that does not focus on a specific object, event, or situation (gil-beltrán, llorens & salanova, 2020). employee engagement is assessed using three items from the utrecht work engagement scale (uwes), namely vigor, dedication, and absorption. passion refers to a high level of mental energy and resilience at work, a willingness to invest effort in one's work, and a persistence in the face of adversity. therefore, it is concluded that employee engagement is work involvement that refers to committed employees and organizations. employees must be full of energy while doing work (vigor), enthusiastic about work (dedication), and fully concentrate when working (absorption). employee engagement is the involvement of employees who are committed to giving something serious to the company. the importance of employee engagement in the company is to make employees more productive, retain employees, increase customer satisfaction, and strengthen the culture and success of the company. digital quotient is a new way of thinking in the digital age. in other words, it is about how people start to think differently trying to adjust to the expanding digital environment. the research tries to demonstrate 115leadership agility and digital quotient..... (ririn fitaloka, et al.) that digital intelligence differs from other related concepts, such as digital competence, digital literacy, and digital skills, which are mostly acquired through education, learning programs, training and experiences (hakanen et al., 2019). digital quotient has been defined as a comprehensive set of technical, cognitive, metacognitive, and socio-emotional competencies that are based on universal moral values and which enable individuals to face challenges and take advantage of opportunities. lee, rocco and shuck (2019) state that digital intelligence is the solution that allows individuals to face challenges and adapt to the demands of digital life. in this case, the formation of a leader must follow the current era of globalization and have digital competencies. this term has been used since the 21st century. in the process of the globalization era and the advancement of science. this leads to the emergence of new habits that lead to the formation of one's digital competence, hence digital competence can be broadly defined as the confident, critical and creative use of ict to achieve goals related to work, employability, learning, recreation, inclusion and/or participation in society. leadership agility is an increasingly recognized construct in talent management as a key factor for long-term leadership effectiveness (yadav & dixit, 2017). learning agility is the best predictor of an individual's future performance. leadership agility is defined as the ability and willingness of an individual to learn new competencies in different conditions in the first place, new experiences can be obtained from deep leadership agility in various conditions (saputra et al., 2018). the struggles of organizations around the world to adapt to the world's turbulent economy, underlying this turbulence are two profound global trends that have radically altered the essentials to achieve sustainable success. accelerate change and foster complexity and interdependence. in this interdependent world, the most successful companies are those that create strong and timely alliances as well as partner effectively with customers, suppliers and other stakeholders. as time went on, the research aims to gain a more systematic understanding of the relationship between developmental stages and effective leadership. to clarify the current state of knowledge on this topic, a grid is created which maps five stages of adult development against the three action arenas mentioned earlier—pivotal conversations, team initiatives, and organizational change initiatives. when the existing knowledge is put into the grid, it is found that several boxes are essentially blank. leadership development programs become priority for most large companies, with very little attention being paid to understanding and developing the specific capacities and skills for agile leadership. in other words. leadership agility is the ability is to take wise and effective action in complex and rapidly changing conditions. ii. methods the research applies a quantitative research methods. quantitative research is defined as a method for exploring and understanding meaning by a few individuals or groups of people who are considered coming from social or humanitarian problems. hence this quantitative research is used to explain how this phenomenon can occur and be formed in the social sphere, more precisely at pinrumah.com and company confidential. the research produces data in the form of numbers which are analyzed using statistical formulas obtained from the results of distributing questionnaires at pinrumah.com and company confidential. the results of questionnaires are processed using the statistical package for the social sciences (spss) data. the informants are chosen due to their role to fulfill the requirements in the process of filling out the questionnaire. the research is carried out when the author did an internship in approximately four months. one month is used for data collection and three months is used for processing data. the research is conducted in office environment of pt granary property service indonesia (pinrumah.com) on jl. petojo viy 1 no.30a cideng, gambir jakarta pusat 10150 and company confidential. according to the data from each company, the population of the research consists of 50 employees of the company pinrumah.com and 100 employees of the pharmaceutical company. the size of the sample is taken from the research population using a random sampling technique. from the description, it can be considered that the units used are individuals, namely employee respondents who work in pharmaceutical companies, with a total of 100 employees and 50 employee respondents at pinrumah.com. each respondent is free to accept or reject the survey, there are no kinship ties, intimidation or gifts of any kind that can reduce the degree of confidence in the quality of the data. the data collection technique is carried out by distributing questionnaires created using google form to employees of pharmaceutical companies and pinrumah.com. the measurement scale in the research is the likert scale with a score of 1-5, as described in table 1. table 1 description of the measurement scale score information 1 never 2 rarely 3 sometimes 4 often 5 always 116 the winners, vol. 21 no. 2 september 2020, 113-117 iii. results and discussions the data has been tested and passed the classical assumptions so that it can be continued in data processing. a table that measures how far the dependent variable is explained by the independent variable. the coefficient of determination is explained by the adjusted r square. table 2 shows that the adjusted r square value is 0,340. the contribution provided by the independent variable (digital quotient and leadership agility) is 34%. the remaining 66% is influenced by other variables that are not described in the research. table 3 shows that the significant value of f is 0,000 and is smaller than the probability value of 0,05, which means that both digital quotient and leadership agility have significant influences on employee engagement. thus, it can be said that the hypothesis proposed in the research is accepted. table 4 shows the coefficient value of the multiple linear regression equation listed in column b. the multiple linear regression equation is obtained. y = 15,814 + 0,268 x1 + 0,244 x2 + e (1) from the regression equation, these interpretations are provided: a) the value of a is 15,814. this shows that if the digital quotient and leadership agility value is 0, the y value (employee engagement) is still 15,814; b) the value of b1 is 0,268. this shows that if the digital quotient has increased in units, the employee engagement variable will increase by 0,268; c) the value of b2 is 0,244 which shows that if leadership agility has an increase in units, the employee engagement variable will increase by 0,244. from the results of the questionnaire measurement, there is a positive influence between the digital quotient on employee engagement. it can be proven by the results of multiple linear regression testing which shows that the variable (x1) digital quotient has a sig. 0,000 result that is smaller than 0,05. it can be concluded that (x1) digital quotient has a positive effect on (y) employee engagement. moreover, there is a positive influence between leadership agility on employee engagement. the results of multiple linear regression testing which shows that the variable (x2) leadership agility has a sig 0,000 result that is smaller than 0,05. it can be concluded that (x2) leadership agility has a positive influence on (y) employee engagement. table 2 determination coefficient test model r r-squared adjusted r squared std. error of the estimate durbin watson 1 0,591* 0,349 0,340 4,066 2,082 a. predictors: (constant), totalla, totaldq b. dependent variabel: totalee table 3 f test model sum of squares df mean square f sig. regression 1303,151 2 651,576 39,408 0,000’ residual 2430,509 147 16,534 total 3733,660 149 a. dependent variabel: totalee b. predictors: (constant), totalla, totaldq table 4 t test model unstandardized coefficients standardized coefficients t sig. b std. error beta (constanta) 15,814 2,531 6,248 0,000 totaldq 0,268 0,069 0,284 3,865 0,000 totalla 0,244 0,043 0,412 5,617 0,000 a. dependent variable: totalee 117leadership agility and digital quotient..... (ririn fitaloka, et al.) iv. conclusions there is a significant influence between the digital quotient variable on employee engagement. the magnitude of the leader’s influence can be seen in employees’ attachment to the company and the effectiveness of an employee’s work for the company. not to mention that it is seen through the way the leader finds out the short comings of his subordinates and leads the team led to a more positive conclusion. these results are obtained from the respondents that has been working period of 0-15 years and over. there is a significant influence between the leadership agility variable on employee engagement, namely the size of an employee in the use of technology or the use of technology for the pace of a company in a positive direction. those in the company can utilize or have expertise in the use of technology, thus it will greatly affect the company. several suggestions are provided for companies, employees, and future researchers. companies need to reconsider regarding providing more career opportunities for innovative employees. they can provide specific assignment opportunities to innovative employees or even by giving promotions. this can make employees feel more appreciated and encouraged to be more innovative. the company is expected to provide more socialization to employees regarding information and company developments. in addition, companies can also help increase employee morale through training programs, planners, and assessments. these certainly can be strategies in producing quality competency values. employees are expected to be able to build active involvement in providing creative and innovative thinking ideas, both towards work unit targets, departments, and to company targets. supported by an open office atmosphere, all employees are also expected to open to ideas since activities that involve many people may stimulate other points of view that can be used as ideas for achieving targets. for further research, it is hoped that it can expand the retrieval of respondents. thus, further research can obtain broader results and compare employee performance and its effects from various types of companies in indonesia. further research is expected to develop variables other than those in the research which are thought to have strong potential to influence employee engagement. references bakker, n. a., & albrecht, s. (2018). work engagement: current trends. career development international, 23(1), 4-11. https://doi.org/10.1108/cdi-11-20170207. cinar, i., ege, o., & karaca, i. (2020). the digital smash product. electronic research archive, 28(1), 459 469. https://doi.org/10.3934/era.2020026. dubrin, a. j. (2015). leadership: research findings, practice, and skills (7th ed.). us: cengage learning. gil-beltrán, e. g., llorens, s. & salanova, m. (2020). employees’ physical exercise, resources, engagement, and performance: a cross-sectional study from hero model. journal of work and organizational psychology, 36(1), 39-47. https:// doi.org/10.5093/jwop2020a4. guapari, j., & kouzes, j. (2015). otherwise engaged: how leaders can get a firmer grip on employee engagement and other key intangibles. new jersey: maven house. hakanen, j. j., ropponen, a., schaufeli, b. w., & witte, d. h. (2019). who is engagenged at work?: a large-scale study in 30 europe countries. journal of occupational and environmental medicine, 61(5), 373-381. https://doi.org/10.1097/ jom.0000000000001528. lee, j. y., rocco, s. t., & shuck, b. (2019). what is a resource: toward a taxonomy of resources for employee engagement. human resource development review, 19(1). https://doi.org/10.1177/1534484319853100. saputra, n., sasmoko, abdinagoro, s. b., & kuncoro, e. a. (2018). developing work engagement and business agility for sustainable business growth in indonesia oil palm industry. journal of advanced research in dynamical and control systems, 4, 13021312. https://www.jardcs.org/backissues/abstract. php?archiveid=4693. uyun, m. q. (2018). leadership agility, the influence on the organizational learning and organizational innovation and how to reduce imitation orientation. international journal for quality research, 13(2), 467-484. https://doi.org/10.24874/ijqr13.02-14. yadav, n., & dixit, s. (2017). a conceptual model of learning agility and authentic leadership development: moderating effects of learning goal orientation and organizational culture. journal of human values, 23(1), 40-51. https://doi. org/10.1177/0971685816673487. microsoft word 04_lenny gunawan_setting_ok 40 journal the winners, vol. 12 no. 1, maret 2011: 40-46 entrepreneurship: entrepreneurs to win their sustainable competitive advantages within globalization era lenny gunawan department international business management, universitas ciputra uc town, citraland, surabaya, jawa timur 60219 lenny.gunawan@ciputra.ac.id abstract the purpose of this paper is to discuss globalization’s impacts on the world’s financial characteristics today. the findings inform that globalization promotes entrepreneurship because through globalization, financial markets have grown to be more efficient and flexible which can be seen through lower transaction costs, less binding financial regulations than before, less governments’ intervention within private sector and national economy structures, increasing number of market participants which leads to more access to information. thus, globalization does create a better environment for entrepreneurs in achieving their competitive advantages and further to sustain them. this research was done by collecting data from papers, journals, modules, and internet databases. the data was analyzed and then concluded. having applied the analytical process, it can be concluded that globalization does promotes entrepreneurship because it enables entrepreneurs to gain greater benefits at a certain degree of freedom than before in order to achieve and maintain their competitive advantages. keywords: globalization, entrepreneurship, market’s efficiency, sustainability competitive advantage abstrak tujuan dari makalah ini ialah untuk membahas pengaruh globalisasi terhadap karakteristik finansial dunia dewasa ini. hasil temuan menunjukkan bahwa globalisasi mendukung entrepreneurship karena melalui globalisasi, pasar financial telah berkembang menjadi lebih efisien dan fleksibel yang terlihat melalui biaya transaksi yang lebih rendah, peraturan keuangan yang lebih tidak mengikat dari sebelumnya, intervensi pemerintah yang lebih kecil dalam sector swasta dan struktur ekonomi nasional, dan jumlah peserta pasar yang meningkat sehingga akses terhadap informasi lebih luas. oleh karena ini, globalisasi telah menciptakan lingkungan yang lebih baik bagi para entrepreneur dalam meraih keuntungan kompetitif mereka dan untuk mempertahankannya setelah itu. penelitian ini dilakukan dengan mengumpulkan data dari makalah-makalah, jurnal, modul, dan basis data di internet. data-data tersebut dianalisis lalu disimpulkan. setelah proses analisis, dapat disimpulkan bahwa globalisasi benar-benar mendukung entrepreneurship karena membuat para entrepreneur dapat meraih keuntungan yang lebih besar dengan tingkat kebebasan tertentu daripada sebelumnya untuk meraih dan mempertahankan keuntungan kompetitif mereka. kata kunci: globalisasi, entrepreneurship, efisiensi pasar, kelestarian, keuntungan kompetitif entrepreneurship: entrepreneurs ….. (lenny gunawan) 41 introduction a brief overview of the literature the word globalisation itself has been heard and become so familiar within the recent two decades. globalization has raised different reactions within the society. some agree and give full supports to it; nonetheless many are being reluctant and unprepared on getting involved, why so? according to the currency transaction tax website, it is because economic globalization involves two main lines: trade liberalization and financial liberalization. according to the international monetary fund (1997), globalization refers to the interdependence within countries worldwide which has grown significantly within economic field through rising volume and variety of cross-border transactions, free international capital flows, also through more rapid and widespread diffusion of technology. thus, many businesses and entrepreneurs are required to work efficiently in order to keep up with the globalization’s rapid pace. societies who prefer to keep their businesses’ access internally and those who are unprepared for liberalization might undergo great pressures on operating their businesses because they could not keep up with the requirements and follow the fast-paced the way global business is conducted today, thus there are reluctance reactions on accepting it. those parties, who are not ready or purposely intended to keep their markets less exposed from other parties, will also be unwilling to loosen their controls over the financial and trade regulations. nowadays, globalization’s role has increased significantly and given an unavoidable impact to finance today, business has grown into a world-wide fast-paced simultaneous economic activities where one economic transaction in one side of the world able to impact other economic entities in most parts of the world within short period of time. globalization does stimulate greater transaction volume, greater range of financial products, more flexible capital flows within countries, also greater chances upon market access throughout the world. those aspects above have incorporated changes in businesses that actually have a good impact, which is the fact that through globalization, entrepreneurship increases economic growth and development. therefore it is safe to say that globalization refers to the constantly changing global environments due to the face-paced business conduct since globalization era has been accelerated at the late 90’ish. the main question we need to address then, how to deal with these changes while still sustaining the firm’s position or move even further to the top of the game? winning competitive advantages within globalization era change is ubiquitous in every industry within all geography in every firm. change can come from inside or outside the firm (brown & eisenhardt, 1998). within their book they clearly address that companies have to deal with this changes and even embraces them in order to survive by doing the following actions which are: reacting, anticipating and finally leading the changes. reacting is a self-protective action which unlikely to create new opportunities however it is necessary to protect a firm from being out of the business. second, anticipating is a preventive action where a firm is able to predict what is coming and reading the symptoms of the way the industry is heading, thus they will also try to adapt by changing some business area and/or environment which are still within their power. third the utmost position is leading: means the firm is in charge of creating the changes, possessing the ability to force the other firms within the same industry to follow the games, the pace, the market, the products, the environment or even the rules the leader has created 42 journal the winners, vol. 12 no. 1, maret 2011: 40-46 thus the particular firm possess the power on showing the path where the industry is heading. further information is available in figure 1. having said that, entrepreneurs in order to succeed would need to gain their competitive advantages, according to porter (1985), competitive advantage is: a firm which sustains profits that exceed the average for its industry, the firm is said to possess a competitive advantage over its rivals. the goal of much of business strategy is to achieve a sustainable competitive advantage.” he identified two basic types of competitive advantage which are cost advantage and differentiation advantage. further information can be attained from figure 2. figure 1 brown & eisenhardt’s managing the strategic challenge of change model (1998) resources distinctive competencies cost advantage or differentiation advantage value creation capabilities figure 2 michael porter’s model of competitive advantage (1985) therefore, we can conclude here that firms which own the leading power they also hold competitive advantage over their rivals and outperform the others through cost and/or differentiation advantages within the industry. entrepreneurship: entrepreneurs ….. (lenny gunawan) 43 globalization enhances markets’ efficiency and flexibility according to oecd (1999), globalization promotes efficient financial markets. the statement can be proven by looking at the effect of globalization in business. because of the globalization pressure, governments have been pushed to alleviate trade barriers and unnecessary regulations, they are also being forced to some extent to open their economies to the private sector, allowing them to participate and contribute greater contributions within the economy without the same level of government supervision as before thus the phenomena gives greater flexibility level for entrepreneurs on conducting their business since the changes have given them more conducive business environments. globalization also enhances market efficiency, let us go through what is market efficiency that is applicable within globalization context, (financeprofessor, 2007), an efficient market is said to have price that already reflects the available information and thus buying or selling the stock should, on average, return you only a "fair" measure of return (after transaction costs) for the associated risk. the definition gives us a clear description that within globalization era, market participants are gaining almost the same amount of return under an efficient market due to the widespread and diffusion of technology that allows information and data to flow simultaneously and fast to address businesses’ needs and therefore maximize entrepreneurs’ chances on getting the same level information almost at the same time. adding to that, oecd (1999) states that entrepreneurship requires efficient financial markets, a flexible labor market, a simpler and more transparent corporate taxation system, and bankruptcy rules to be better adapted to the business world realities. along with the paper written by oecd, ariff, et. al. (1998) states that: “liberalization leads to higher financial market efficiency via greater capital mobilization”. since globalization leads to trade liberalization and financial liberalization, the greater participant numbers in business indicate more efficiency because it also means entrepreneurs will have those greater choices of products, services and other resources to support their businesses in more competitive prices. consequently globalization constructs more competitive environments. accordingly, all parties will be forced to conduct business in more efficient ways in order to survive in efficient markets. globalization increases business competition globalization also forces countries to open their economy towards the arrival of foreign labors, products/services and other resources according to hill (2007), by doing so, many parties need to adjust their commerce and financial regulations to a certain degree in order to adjust with the global business requirements. from the entrepreneurs’ side, they actually gain benefits from the arrival of foreign resources and the less restricted global regulations because it accommodates them with more competitive rates when they intend to hire staffs, managers or professionals with better skills, knowledge and competencies. on the other hand, globalization allows entrepreneurs face the increasing level of competitions as the result of greater global market access allowed by governments around the world. secondly, more educated market participants and the fast improvement within the technology era will channel information and data to participants’ specific needs allowing them to regain and maintain their competitive advantages in a more conducive regulation and governments’ requirements than preglobalization era. therefore we can conclude that globalization also creates higher level of business competition among its participants. 44 journal the winners, vol. 12 no. 1, maret 2011: 40-46 successful entrepreneurs’ characteristics it is honest to say that not all entrepreneurs are destined to be successful; we will need to figure out which entrepreneurs are fulfilling the requirements to compete in intense competition level that globalization era has created. entrepreneurs are those who bear the risks and uncertainty while creating new businesses. their goals are achieving profit and business growth by taking and creating opportunities and using their resources in achieving their business targets. from the definition above then, the successful entrepreneurs has to show passion in the business the person is doing, being independent in conducting his/her business, having the sensitivity to see market’s needs and the upcoming trend, being creative and innovative in seizing and spotting or even creating the new opportunities within the existing or new markets, able to take risk but also able to let go when it is overpowering his/her capabilities, has to own persistency in keep doing and trying the best way of conducting business, and finally practice good ethical behavior within day to day operations. globalization requires adequate business transparent level the fifth phenomena will be the need to provide a simpler and more transparent corporate taxation system. contributing to the increasing interdependence within countries worldwide, the rising volume and variety of cross-border transactions and the free international capital flows, certainly entrepreneurs will be required to provide more transparent financial reports, satisfactory compliance to corporate governance and adequate disclosure level regarding their business systems since different governments, parties, participants and investors are involved. especially when entrepreneurs own and intend to make their businesses go-public (including to be listed within other developed stock markets), they surely will also be acquired to provide this level of scrutiny in order to gain investor’s confidence and growing their businesses. having said that, it is safe to believe that globalization allows entrepreneurs to hold greater possibilities reaching a better level of market efficiency. these can be attained from greater access to the market that enables entrepreneurs to gather information faster and in more efficient and profitable ways through advance technology and communication innovations and systems. globalization promotes entrepreneurship through greater opportunities globalization also offers broader and more diverse financial products which can be used to reduce business’ risks and costs, thus entrepreneurs and other market participants are supplied with more flexibilities to choose which products suits their needs the best. ariff (1998) mentioned that liberalized market will be able to offer less transaction costs and lower interest rates thus markets will be more competitive and efficient under no suppression and unnecessary barriers. entrepreneurs will also benefit greater advantages from greater efficiency level within the market, in the forms of: no excessive tariffs, taxes, subsidies, quotas and less financial distortions such as: borders and domestic protections. as the result markets are enabled to trade with less binding regulations and with more flexibility which allow and provide entrepreneurs the better chances on gaining and maintaining their sustainable competitive advantages. adding to that, foreign investments and private sectors which are interested in doing business within the domestic markets as the result of globalization certainly will enable and creates new entrepreneurs to provide more job vacancies within that certain country in order reduce unemployment level and increase the particular country’s economy level as well. in responding to globalization and entrepreneurship issue, we should start immediately to simultaneously intensifying our education and entrepreneurship: entrepreneurs ….. (lenny gunawan) 45 training fields. they need to be taken more seriously from now on because the better skills, knowledge and competencies the human resources within a country, the greater chances new businesses will be able compete and survive within the increasingly fast-paced and competitive global business environments has become. discussion globalization has enabled entrepreneurs to gain greater benefits at a certain degree of freedom which allow them to achieve and maintain their competitive advantages. globalization has given them the more conducive business environments which was not available as it is today in pre-globalization era. the more conducive environments have been created since governments and other parties have been forced to loosen their controls over the financial regulations and restrictions over the past decades. having said the positive impact globalization brings to entrepreneurship, in contrast we cannot deny that globalization has also been stiffening the business competition among market players. thus we are required to intensify and develop our education and training fields in order to be able to keep up and answer the challenge of providing more competent human resources and increasing the country’s economy level. after all, globalization and entrepreneurship create a win-win situation for the favourable environments it provides towards more efficient market and the business efficiency itself. conclusion entrepreneurship is actually promoted by globalization because globalization enhances the efficiency of financial markets and the market participant’s flexibility on adopting the new changes which happens every now and then in global business today. globalization also increases business competition level through the ability of providing more products, services, labour and other resources availability, it also provides the greater and faster access to information, data and the markets. it also accommodates market participants the lower transaction costs through lower interest rates and free capital flow throughout regions and borders. moreover, globalization also requires adequate business transparency level through obliging businesses and entrepreneurs to provide satisfactory disclosure upon their financial statements, adopting the proper corporate governance implementation and also the indicating the business systems used on running their business in order to gain investor’s confident and retain growth for their businesses. finally globalization promotes entrepreneurship through greater opportunities by forcing countries to loosen their financial regulations such as: alleviate unnecessary tariff barriers, taxes, quotas and impose less binding financial regulations which overall helps entrepreneurs to achieve a better and more efficient way on conducting their business in order to gain their competitive advantage and finally sustain it within the constantly changing global business. 46 journal the winners, vol. 12 no. 1, maret 2011: 40-46 references brown, s. l., & eisenhardt, k. m. (1998). competing on the edge: strategy as structured chaos. boston, massachusetts: harvard business school press. financeprofessor, (2007) market efficiency. online, retrieved on 20 february 2008, from http://www.financeprofessor.com/488/notes/market_efficiency.htm hill, c. w. l. (2007). international business: competing in the global marketplace. new york: mcgraw-hill international edition. imf (1997). world economic outlook: globalization opportunities and challenges, washington, d.c. oecd (1999). fostering entrepreneurship. france: oecd publishing. porter, m. e. (1985). competitive advantage: creating and sustaining superior performance. free press. microsoft word 02_sekar anom_ethical orientation-edit ethical orientation..... (sekar akrom faradiza; ratna listiana dewanti) 9 ethical orientation and personal benefit in insider trading sekar akrom faradiza; ratna listiana dewanti universitas teknologi yogyakarta jl. ringroad utara, jombor, sleman, yogyakarta sekar.akrom@gmail.com abstract most of people think insider trading is an unfair activity because the parties that involved have unequal information. in a certain condition, unequal information used in a transaction is a fraud. the bapepam’s act have regulated that insider trading is illegal. nevertheless it is not easy to bring perpetrators to the court due to some difficulties to prove. insider trading is motivated by self attentiveness or personal advantage. however, ethical orientation can mitigate insider trading because it can mediate personal benefit. through a survey administrated to the students, this study would like to examine how ethical orientation can prevent insider trading. using multiple regressions, this study found that ethical orientation could not mediate the effect of personal benefit to perpetrators behavior of insider trading. therefore, we concluded that it is important to give ethical education as soon as possible to all the people to prevent unethical behavior like insider trading. keywords: insider trading, personal advantage, ethical orientation abstrak sebagian besar orang berpikir insider trading atau perdagangan melalui orang dalam adalah kegiatan yang tidak adil karena pihak-pihak yang terlibat memiliki informasi yang tidak setara. dalam kondisi tertentu, informasi yang tidak sama digunakan dalam transaksi adalah penipuan. tindakan bapepam telah diatur bahwa insider trading adalah ilegal. namun demikian, tidak mudah untuk membawa para pelaku ke pengadilan karena beberapa kesulitan untuk membuktikannya. insider trading dimotivasi oleh kepentingan diri sendiri atau keuntungan pribadi. namun, orientasi etika dapat mengurangi insider trading karena dapat memediasi kepentingan pribadi. melalui survei yang ditujukan kepada sejumlah siswa, penelitian ini ingin mengkaji bagaimana orientasi etika dapat mencegah insider trading. menggunakan regresi berganda, penelitian ini menemukan bahwa orientasi etika tidak bisa menengahi efek dari keuntungan pribadi dengan perilaku para pelaku insider trading. oleh karena itu, kami menyimpulkan bahwa penting untuk memberikan pendidikan etika sesegera mungkin kepada semua orang untuk mencegah perilaku yang tidak etis seperti insider trading. kata kunci: insider trading, keuntungan pribadi, orientasi etika 10 journal the winners, vol. 13 no. 1, maret 2012: 9-19 introduction insider trading is a trading in capital market by someone or parties that are part of the company or insider, by using information that is not published, that only known by the parties to increase their personal benefit through abnormal return. this information may be about price sensitivity and this information is not published yet. insider trading is a wrongdoing or unfair because the parties that involved in a transaction does not have same information. the use of unequal information is fraud. however, transactions that occur because of unequal information are considered wrong only on certain condition, and not always wrong (strudler and orts, 1999). nowadays insider trading has become more attractive, because it provides much more gain to the perpetrators. the founder of galleon group, raj rajaratnam is arrested by fbi get us$ 70 million by paying insider to get information and trading on stock. for that, he was sentenced to prison for 11 years. the other big scandal in insider trading is the resignation of boss of hedge fund whitman capital, doug whitman. he was caught up by fbi after he used the leaked information from insider in wall street at 12 february 2012. in indonesia, the latest case is allegation of idx on the practice of insider trading by pt petrosea, tbk. (ptro) and pt indika energy, tbk. (indy). idx noticed any irregularities of ptro stock transactions from february 12nd, 2009 which are not reasonable. in the previous period, those transactions rarely happened; only happened in a small voume if any. however, since that date, the transaction volume increased significantly. some countries have restricted insider trading since insider trading have negative impact for both the small investors and the markets. insider trading ensures that there is no fair play involved and there is no fair demand and supply of stocks which are detriment to the functioning of a healthy capital market. illegal insider trading weakens the faith of investors in the investing system and an unchecked insider trading could keep off people from investing capital and this could potentially harm the economy as a whole. indonesia classifies insider trading as a crime. this is in accordance with bapepam act number 8th in 1995 which states that people in the company who has inside information are prohibited to purchase or to sale in capital markets. although the act has been issued related to the prohibition against insider trading, it is not easy to bring the perpetrators into criminal justice because of the difficulties to reveal this crime. the other problem is the implementation of restrictions which is extremely expensive because it requires quite a long time to reveal the insider trading. business ethics researchers examined personal moral philosophy (karande et al., 2002) or personal ethical ideology (henle et al., 2005) as a factor that has considerable impact upon decisions. in this paper, we adopted henle et al.’s definition of ethical orientation or orientation “a system of ethics used to make moral judgment, which offer guidelines for judging and resolving behavior that may be ethically questionable. forsyth (1980) developed ethics position questionnaire (epq) to identify someone’s orientation that could be classified into relativism and idealism. a relativist believes that there are many ways to look at morality and ethical principles. while an idealist considers that there is always be a good consequence of an action. besides, an idealist would pay attention to others welfare. therefore, someone’s ethical orientation (idealistic versus relativist) would affect a decision, for example a decision to conduct insider trading. more idealistic people will not decide to conduct insider trading and harm the others. however, the results showed that ethical orientation was influenced by personal benefits from an action. greenfield et al. (2008) found evidence that ethical orientation mediated relationship between personal benefit to earning management. the precedence of insider trading is self-interest motivations. beams et al. (2003) examined the deterrent variables (certainty, severity of punishment, social stigma, and guilt) and motivational ethical orientation..... (sekar akrom faradiza; ratna listiana dewanti) 11 variables (profits, envy and legal justice) of insider trading. their results indicate that guilt, expectation of benefit and legal justice perception affect the likelihood of insider trading. several previous studies also examined the ethics of insider trading. abdolmohammadi and sultan (2002) used experimental study using a simulated stock trading. p-score is used as a proxy of ethical reasoning. their results showed that people with high ethical reasoning did not use inside information to conduct insider trading. statman (2009) used students in united states, china and taiwan to examine their perception about fairness of insider trading. by using paul bond’s case, 76% of students in china considered that insider trading is ethical to do. mcgee (2009) looked at insider trading from the utilitarian and right perspective. insider trading is judged as ethical or unethical based on their ethical principles. the purpose of this study is two-fold. our first objective is to examine the impact of an individual’s ethical orientations to insider trading decision. our second objective is to observe whether the presence of a personal benefit affects an individual’s ethical orientation within the context of an opportunity to insider trading. this research refered to researches conducted by abdolmohammadi and sultan (2002) and beams et al. (2003). both studies did not consider the ethical orientation of the individual as personal factors that can influence decisions taken by someone. many studies about personal benefit have not gavine consistent results yet. personal benefits can influence ethical orientation and then will influence decision. therefore, this study would like to examine whether ethical orientation can mediate the relationship between perceptions of personal benefits on insider trading. the framework for the research is presented on figure 1. h2 h1 (-) (+) figure 1. research framework in the reminder of this paper we present further discussions of theory and research supporting the development of our research model and hypotheses, explain our results and discuss our conclusions and possible implications. insider trading phenomenon investing dictionary of jerry m rosenberg defined insider trading as follow “the practice of participating in transaction based on privileged information, gained by one’s position and not available to public, when such transactions affect the price, giving unfair advantage to a trader, is illegal.” insider trading is a securities trading by people or parties within company. this trading occurred because important or material information which is owned by insiders, open to the public yet (as private information) and only owned by few people (werhane, 1989; abdolmohammadi and sultan, 2002). not all of insider trading is an illegal activity. illegal or not depends on the access to material information. material information is information that can be utilized by the investor to increase wealth by trading before the information published (abdolmohammadi and sultan, 2002). personal benefit relativism idealism insider trading ethical orientation 12 journal the winners, vol. 13 no. 1, maret 2012: 9-19 expected economic benefits or wealth increase can be directly or indirectly gained, which is a short swing profits. there are two kinds of insider trading perpetrators. first is a person who has the trust directly or indirectly from issuer or company and the party who receives inside information (fiduciary position). they are directors and their spouse (husband or wife) and their children. second is the party who owns easy access to company's strategic information, for example corporate executives, bankers, auditors, certain shareholders, financial consultants and others. bapepam’s act does not provide rigor restrictions about insider trading, but it only provides restrictions to prohibited transaction including insider who have inside information are prohibited to sale or purchase of their company (clause 95th). insider trading is a special term that is only used in capital market. the termi s borrowed from unfair stock trading practices in the us associated with the usage of proprietary information by company officials who can take advantages. insider trading is opposed to disclosure principle to create efficiencies in trading. either illegal or legal, insider trading undermines market efficiency and reduces the function of the free market (werhane, 1989). the company will encourage insiders to own shares of company through stock options or through incentives. nevertheless, insider can buy stock by a regular pattern through capital market. however, the insider used personal or inside information so he violated the law. usually the company tends to withheld some information. it led to occurrence of information asymmetry between insider and the public. some people with their professions may have accesses to such information and if they used this information to trade, they bore the risk that should have been considered before (beams et al., 2003). ethical orientations in insider trading insider trading is perceived as a crime or at least as unethical practice. the ethics of insider trading can be viewed from various aspects or principles, especially from utilitarian and rights principles (mcgee, 2009). based on the utilitarian, an act considered as ethical if an action will give more benefits by considering gain and loss. when the benefit of an action is greater than cost, then an action can be judged as an ethical act. however, there are some problems of utilitarianism in judging an act ethically (mcgee, 2009), they are: (1) it is difficult to measure the gains and losses; (2) it is difficult to measure the benefit of minorities and also the loss of the victim; (3) it is not easy to compare the utility one to others; (4) it does not observe personal rights. based on these weaknesses, utilitarian principle is not the best approach to assess an action. the right principle said that an act is ethic when not violate person’s rights. if a person's right is violated then it is considered to be unethical even if such action will be an advantage (mcgee, 2008). another argument related to insider trading is about efficiency. an action is considered ethical if it increases efficiency. insider trading causes inefficient so that insider trading is not an ethical act (manne, 1966). the market becomes inefficient if the information is not accessible. he stated that should be deployment of information in market so that market becomes efficient. based on some these arguments, it can be concluded that insider trading is the act that requires a lot of ethical considerations. moral philosophy or ethical orientation is a factor that influencing a decision. ethical orientation is an ethical system that used to make moral judgment to guides when consider and resolve the ethical problems (karande et al., 2002). forsyth (1992) states that a person will assess a business practice as ethical and unethical actions, and then decide whether to do or not to do. so that a person's tendency to act unethically, for example insider trading is influenced by morality, that is ethical orientation or ethical orientation. ethical orientation..... (sekar akrom faradiza; ratna listiana dewanti) 13 ethical orientation is controlled by idealism and relativism. idealism refers to how a person believes that desire and consequences will be accepted without violating the moral guidance. lack of idealistic recognizes that a negative consequence (includes crimes against other people) often accompanies positive consequences of moral guidance and there are negative consequences of an action. relativism implies a rejection of moral rules to guide real behavior. relativism is an attitude to reject of moral values to guide the behavior of absolute morality. while idealism refers to something that is trusted by individuals with consequences that are owned and did not wanted violate moral value s. both concepts are not opposites but rather a separate section (forsyth, 1992). business ethics theories believe that when facing ethical problem, someone will apply ethical guidelines established by moral philosophy (fernando et al., 2008). moral philosophy is the principle or rule that used by individuals to determine whether something is good or bad. abdolmohammadi and sultan (2002) conducted an experiment to test whether students who have lower ethical standards would tend to make insider trading. subjects were included in a trading simulation, students in treatment group can access to inside information. however, students in control group did not have same access. all experimental subjects were told that the transaction by using insider information is illegal and unethical. by using p-score to measure the level of moral reasoning, results showed that individuals who tend to engage in insider trading had a lower ethical reasoning. forsyth (1992) states that an idealist would consider ethical decisions based on universal ethical principles, whereas a relativist would make decisions based on personal interests. an idealist who has a personal interest to do insider trading will assume that insider trading is unethical to do and vice versa. someone who has a personal interest and considers that the law is unfair increasingly would tend to do insider trading. therefore the hypotheses are follows h1a: there will be a negative relationship between idealism and insider trading behavior h1b: there will be a positive relationship between relativism and insider trading behavior personal benefit as discussed earlier, individual’s tendency to conduct insider trading is driven by expected gain or profit to be obtained either directly or indirectly if they trade by using inside information. mcgee (2009) states that insider trading is fair if the gains to be obtained are greater than losses. he also stated that insider trading is a form of compensation so a company can give low compensation to employees. this is one way to reducing salary expenses that may not harm or burden the company. so by allowing insider trading, it’s means allows executive or insider to use inside information for personal gain. however this is contrary to right principle because it is violates individual rights even though not harm a company. by using accounting students, beams et al. (2003) examine some factors that motivate and prevent insider trading. the results show that expected gain, cynicism and perception of fairness of law significantly correlate with the intention to trade based on insider information. their research also shows that a person is more likely to commit insider trading to avoid losses than to obtain benefits that may arise in the future based on the information it holds now. seyhun (1998) found evidence that insider trading is able to predict profits that will come, and although this practice is prohibited, insider trading proved to be a practice that can provide many advantages. statman (2007) said if conflict of interest between private interests and ethical values is occur, as long as the facts show that private interests that would be the first. the opponents of insider trading practices suggest that although overall wealth increased by using inside information, this action still unethical and unfair to others (snoeyenbos and smith, 2000). prospect theory (kahneman and tversky, 1979) stated that to achieve a profit, individuals can see differently. for example, gain is 14 journal the winners, vol. 13 no. 1, maret 2012: 9-19 avoiding losses. this theory states that a person would be more likely to avoid losses than to expect to earn profits. bettis et al. (2000) states that insider can take advantage by using inside information by 4 ways. if the information is good news, insider can earn profits by buying more shares or by withholding to be sold later. if the information is bad news, insider can earn profits by selling shares to “stupid” investors or by resisting from buying shares although can be bought. individuals with a relativistic ethical orientation would tend to view insider trading decisions as acceptable (moral/ethical) based on the specific circumstances. therefore relativistic individuals who would personally benefit from a decision might be more incline to trading based on inside information than those who would not personally benefit. forsyth (1980) reported that individuals who were highly relativistic judged a person more favorably who produced a positive outcome (by violating a moral standard) than someone who produced a negative outcome (by following a norm). on the other hand, those who were categorized as highly idealistic were very critical of individuals who violated a moral standard, regardless of whether the person obtained a good or bad outcome (forsyth, 1980). this suggests that idealistic individuals should tend to reject an opportunity to achieve a personal benefit from an action that might be considered questionable. that is, when presented with an opportunity to achieve personal benefit, relativistic individuals should be more inclined to do so and idealistic individuals should be less inclined. based on the previous description it can be put forward hypotheses to be tested as follows: h2: there will be a positive relationship between personal benefit and ethical orientation method sample this study was conducted using 238 business students of a non public university in yogyakarta from accounting and management department. business students were expected to have a good understanding of the business environment. they will be candidates for management positions in the future, and as such, they are likely to have access to insider information in the future. before questionnaire were given to respondents, instructor explained or reminded them about insider trading and ensured that all respondents could imagine and understand how insider trading occurred. nineteen respondents were removed because they did not understand the instruction and have same answers in all questions. three respondents were removed because they did not answer all questions. therefore, there were only 216 usable responses to further analysis. measures insider trading behavior   insider trading is a transaction conducted by a person within the company to use unpublished material information to the public. this dependent variable is measures by two questions measured subject’s likelihood of trading based on insider information which is used by beams et al. (2003) modified with abdolmohammadi and sultan (2002) instrument. the first question was presented in terms of a gain from buying a stock with insider knowledge that the stock price would go up. the second question was framed in terms of avoiding a loss by selling an existing stock based on insider knowledge that the stock price would go down. subject responded to each question by giving a percentage or probability from 0 to 100%. a response of 0 represented no chance while a response of 100% meant that the item was an absolute certainty. a probability scale is used instead of a likert scale to give greater accuracy in the responses (beams et al., 2003). ethical orientation..... (sekar akrom faradiza; ratna listiana dewanti) 15 ethical orientation forsyth’s (1980) ethics position questionnaire (epq) was used to measure the levels of idealism and relativism. the epq follows forsyth’s view that individual differences as predictors of moral judgment may be described most parsimoniously by taking into two basic dimensions of personal moral philosophies, idealism and relativism. the epq consists of two scales to measure idealism and relativism, each has ten questions with a nine-point likert scale, 1 indicating strongly disagree and 9 indicating strongly agree. this questionnaire allocates respondents to different ethical groups, by evaluating their responses and averaging their total scores in both segments which loaded greater than 0,500 on all item. cronbach’s alpha statistics for each of ten-item idealism and relativism measures is 0,762 and 0,729 indicate satisfactory internal reliability for ethical orientation scales. personal benefit personal benefits are private benefits that are expected to be received or accrued as a result from insider trading. personal benefits of this study was measured by two items that are the expected gain and avoiding loss that used by beams et al. (2003) with a probability scale of 0 to 100%.. results and discussion descriptive statistics this study used 216 samples to test our research model. the majority of participants were females (68,5%), most of them do not take ethics courses (60.2%) and portfolio courses (59.3%) and a half from respondents is join one or more organizational activities in campus. there is no significant different effect of demographic variable to the insider trading. descriptive statistics for the variables appear in table 1. table 1 descriptive statistics n minimum maximum mean std. deviation it 216 .00 100.00 55.8171 25.17229 pb 216 12.50 100.00 68.7639 16.39277 ideal 216 1.50 8.50 6.4206 1.02019 rel 216 2.10 7.80 5.8434 .91319 valid n (listwise) 216 table 1 showed that the mean of the subjects intention to conduct insider trading is 55.81. it means that in both conditions, gain and losses, the subject tent to trade their securities based on their inside information. in all conditions, subjects expect that is an advantage (68,76) for them when they have inside information either to increasing their wealth or to avoiding the losses. subjects have high idealism (6,42) and high relativism (5,84). regression analysis we assesed the first two hypotheses based on coefficient regression in multiple regression analysis and present those results in table 2. 16 journal the winners, vol. 13 no. 1, maret 2012: 9-19 table 2 regression results model unstandardized coefficients standardized coefficients t sig b std. error beta constant 53.395 13.344 4.001 0.000 idealisme -0.782 1.815 -0.032 -0.413 0.667 relativisme 1.274 2.027 0.046 0.629 0.530 hypothesis 1a predicted that an individual with a more idealistic ethical orientation would less likely to engage in insider trading, and coefficients regression is -0.078 and not significant (0.667) and did not supports this hypothesis. similarly, hypothesis 1b predicted that an individual with a relativistic ethical orientation would be more likely to engage in insider trading, suggesting a positive relationship between relativism and insider trading. the coefficient regression did not support the hypothesis (p=0.530). these interesting findings that when someone made a decision, especially when facing ethical situation, they would never consider his/her ethical orientation. these results did not support greenfield et al. (2007) who found that individual with a relativistic (idealistic) ethical orientation were more (less) likely to engage in earning management, and budgetary slack creation (douglas and wier, 2000). hypothesis 2 predicted that there would be a positive relationship between personal benefit and ethical orientation. the results showed that personal benefit had not significant correlation with idealism (p=0.507). however, the correlation between personal benefit and relativism is significant (p=0.031). these results marginally supported hypothesis 2. practically speaking, this result suggested that the individual who tent to be more idealistic, in presence of an opportunity to personally benefit from a business decision, would tend to move toward a more strongly idealistic position. that is, the idealistic person seemed to sense the ethical dilemma inherent in the decision and adopted a stronger conviction to avoid this potential problem. given the same set circumstances, interest findings, the individual who tent to be more relativistic would apparently tend to favor the positive consequences (personal benefit) that are possible, which tent to strengthen their relativistic positions. these results were generally in line with the findings that forsyth (1980) reports. it meant that when confronted with other business dilemmas, people tent to reinforce their ethical orientation. indirect effect of personal benefit to insider trading the third aim of this result was to investigate, in presence of a personal benefit, whether ethical orientation affected an individual’s inclination to participate in insider trading. to test the indirect effects of personal benefit to insider trading behavior, we compared the direct and indirect effect of personal benefit to insider trading by using path analysis. if indirect effect was greater than direct effect, it meant that ethical orientation could mediates the impact of personal benefit on insider trading. the results of path analysis were presented in table 3. table 3 direct and indirect effects variables direct effect indirect effect through idealism relativism personal benefit 0.249 -0.001 0.007 this result indicated that there was not any indirect effect of personal benefit to insider trading behavior. this result indicated that ethical orientation (idealism and relativism) did not mediate the relationship between personal benefit with insider trading. ethical orientation..... (sekar akrom faradiza; ratna listiana dewanti) 17 when someone had personal benefit, either to get gains or to avoiding losses they did not use their ethical norm to make decisions. they did not consider whether they did something right or wrong, either to idealist or relativist. in this situation, idealist could consider that insider trading was unfair because it harmed the others based on unequal information they have used. a relativist will more ignore about this ethical problem. this indicated that personal benefit can effect ethical orientation and can influence how a person makes a decisions. this finding was not consistent with abdolmohammadi and sultan (2002) who found that a person who has high ethical reasoning would not use inside information to insider trading. it was also not consistent with greenfield et al. (2008) who found that ethical orientation mediated the relationship between personal benefit and earning management. sensitivity analysis according to the prospect theory, this study used two kinds of personal benefit, expected gains and avoiding losses (kahneman and tversky, 1979). prospect theory suggested that a difference in the responses to the two dependent measure questions may exist. based on prospect theory, the respondents should be more willing to trade to avoid a loss. a paired t-test was used to test for differences in the responses to the two questions. table 4 presents the result. table 4 test of prospect theory prospect theory mean response gain situation loss situation difference t-stat sig mean probability of trading 49.481 61.9861 12.5051 -6.291 0.000 based on table 4, the mean response to the probability of buying a stock after receiving insider information (gain situation) was 49.65 while the mean response to the probability of selling a stock after receiving insider information (loss situation) was 61.99. this difference of 15.34 was in the expected direction and was statistically significant at p < 0.001. this finding supported prospect theory in that subjects were more inclined to use the insider information to prevent a loss than to achieve an abnormal gain (beams et al. 2003). social desirability response bias social desirability response bias stated that there was a tendency to bias survey responses to make one’s self look socially responsible. since the dependent measure questions concerned an illegal activity, there was a risk to response may contain bias. therefore respondents might not give their true likelihood of trading based on insider information because this response made the individual appeared to possess a socially undesirable trait. to examine this bias, we used two questions in both gain situations and losses situations that asked whether the other person based on subjects perceived would do insider trading. if the responses for this two questions were significantly higher than the responses to two dependent questions about self intention to do insider trading, it would suggest that this social pressure was bias to the responses. to test for this bias, a paired t-test was run on the differences between responses for subject intention and the one’s peer. the results were showed at table 3. the mean responses to for buy and sell stock based on insider information was 55.82, while mean responses to one’s peer to buying and sell stock based on insider information was 71.37. the difference of 15.55 was in the expected direction and is significant at p<0.001. the results suggested that responses to the question concerning insider trading were biased downward even though the respondents were anonymous. this result was consistent with the finding of randall and fernandes (1991) and beams et al. (2003). 18 journal the winners, vol. 13 no. 1, maret 2012: 9-19 table 3 social desirability test subjects peer difference t-stat sig mean probability of trading 55.82 71.37 15.55 -9.018 0.000 conclusion this study found that ethical orientation were not used by someone to make decision when they faced ethical dilemma situations. when they faced ethical situation, and there was personal benefit to get, they would tent to reinforce their ethical orientation. ethical orientation did not mediate the effect of personal benefit to insider trading. when someone could predict that there would be personal benefits from insider trading, he would keep doing it. the ethical orientation proved that it did not able to influence decisions that they choose. this suggested that the understanding of ethics owned by the majority of people was still weak. in this case, ethical background should be as guidelines to making decisions, especially when we faced ethical dilemmas that required ethical considerations more deeply. this result showed us that ethical education is very important and should be given as early as possible for all people, especially for students who will be heavily involved with ethical issues. the results of this study should be interpreted within the context of the following limitation. one such limitation related to the participants was used in this study. the undergraduate students from a university must consider properly when make generalization. the established measurement instruments used in study is a novel. while considerable attention was paid to the issue of validity, further work is needed to refine this instrument. in addition to replication of this study it is needed to consider the four stages of forsyth’s ethical orientation. references abdolmohammadi, mohammad & sultan, jangahir. (2002). ethical reasoning and the use of insider information in stock trading. journal of business ethics, 37, 165-173. beams, joseph d., brown, robert m. & killough, larry n. (2003). an experimental testing the determinants of non-compliance with insider trading laws. journal of business ethics, 45, 309-323. bettis, c., coles, j. & lemmon, m.l. (2000). corporate policies restrictng trading by insider. journal of financial economics, 57(2), 191-220. fernando, m., dharmage, s. & almeida, s. (2008). ethical ideologies of senior australian managers: an empirical study. journal of business ethics, 82, 145-155. forsyth, d.r. (1980). a taxonomy of ethical ideologies. journal of personality and social psychology, 39, 175-84. ethical orientation..... (sekar akrom faradiza; ratna listiana dewanti) 19 forsyth, d.r. (1992). judging the morality of business practices: the influence of personal moral philosophies. journal of business ethics, 11, 461-470. greenfield jr., a.c., norman, c.s. & wier, b. (2008). the effect of ethical orientation and personal commitment on earning management behavior. journal of business ethics, 83, 419-434. kahneman, daniel & tversky, amos. (1979). prospect theory: an analysis of decision under risk. econometrica, 47 (2),263-291. karande, k., rao, c.p. & singhapakdi, a. (2002). moral philosophies of marketing managers: a comparison of american, australian and malaysian culture. european journal of marketing, 36(76), 768 -791. manne, h. (1966). insider trading and the stock market. new york: the free press. mcgee, robert w. (2008). applying ethics to insider trading. journal of business ethics, 77, 205217. mcgee, robert w. (2009). analyzing insider trading from the perspectives of utilitarian ethics and rights theory. journal of business ethics, 91, 65–82. republik indonesia. (1995). undang-undang no. 8 tahun 1995 tentang pasar modal. jakarta: ri. seyhun, h. n. (1998). investment intelligent from insider trading. massachusetts: mit press. statman, meir. (2007). local ethics of global world. financial analyst journal, 63(3), 32-41. statman, meir. (2009). the culture of insider trading. journal of business ethics, 89, 51-58. werhane, patricia h. (1989). the ethics of insider trading. journal of business ethics, 8, 841-845. microsoft word 08_dian tauriana_ok.rev.erna.doc strategi experiential …... (dian tauriana; rendy manlin) 191 strategi experiential marketing dan loyalitas merek dian tauriana1; rendy manlin2 1, 2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 dtauriana@binus.edu abstract consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. this impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. article explores a study that uses primary and secondary data at bengawan solo coffee to see the impact of marketing programs based on experience upon customer loyalty towards the bengawan solo coffee brand. data were collected by direct interviews of selected respondents through purposive sampling. furthermore, those data were analyzed using several statistical methods, such as normality tests, the validity and reliability, the classic assumption test, pearson product moment, and multiple regression. the results shows that there are significant correlation between marketing based on experience (feel, act, and relate) towards brand loyalty. the relationship between experiential marketing (feel and relate) towards brand loyalty is low, while the experiential marketing relationship (act) is quite strong. keywords: experiential marketing, brand loyalty abstrak pengalaman konsumen yang lahir dari mengkonsumsi sebuah produk atau jasa akan memberikan suatu kesan tersendiri di benak konsumen. kesan ini akan menciptakan kesetiaan akan merek, asalkan program pemasaran yang dirancang tepat guna dalam menyajikan pengalaman tertentu. artikel menjelaskan penelitian yang menggunakan data primer dan sekunder pada bengawan solo coffee untuk melihat pengaruh program pemasaran yang berlandaskan pengalaman terhadap kesetiaan konsumen akan merek bengawan solo. data dikumpulkan melalui wawancara personal dari para responden yang terpilih melalui purposive sampling. selanjutnya, data dianalisis menggunakan beberapa metode statistik, seperti uji normalitas, validitas dan reliabilitas, uji asumsi klasik, pearson product moment, dan regresi berganda. hasil penelitian menunjukkan bahwa terdapat pengaruh antara pemasaran berlandaskan pengalaman (feel, act, dan relate) terhadap kesetiaan merek. hubungan antara experiential marketing (feel dan relate) terhadap loyalitas merek adalah rendah, sedangkan hubungan experiential marketing (act) adalah cukup kuat. kata kunci: experiential marketing, loyalitas merek 192 journal the winners, vol. 9 no. 2, september 2008: 191-199 pendahuluan pada masa sekarang, konsumen menganggap fitur, kualitas produk, dan brand image yang positif sebagai sesuatu yang mutlak ada di dalam sebuah produk. apa yang mereka inginkan sekarang adalah produk, komunikasi, kampanye pemasaran yang menggunakan indera, menyentuh hati, dan menstimulasi pikiran mereka. konsumen menginginkan produk, komunikasi, kampanye pemasaran yang menawarkan sesuatu yang berbeda dari yang lainnya. untuk itu konsep experiential marketing mulai membumi pada dunia pemasaran yang kini telah banyak diterapkan dan mudah ditemui diberbagai jenis perusahaan. fenomena ini semakin umum terlihat di gerai kopi modern seperti starbuck’s, j.co, coffee bean, dll. agar konsumen tertarik pada produk dan ingin mencoba sekaligus membeli. akan tetapi, perusahaan tidak berhenti sampai di sini saja, mengingat tujuan dari perusahaan bahwa tidak hanya meyakinkan bahwa produknya layak dibeli. namun, ada yang lebih penting, yaitu bagaimana perusahaan menciptakan loyalitas konsumen terhadap merek karena konsumen yang loyal akan mendatangkan keuntungan bagi perusahaan dalam jangka waktu yang panjang. dalam hal ini, peneliti tertarik untuk mempelajari hubungan experiential marketing dalam kaitannya dengan loyalitas merek. apakah ada hubungan antara masing-masing variabel dari strategi experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek?. seberapa kuat hubungan antara variabel dari experiential marketing (sense, feel, think, act, relate) teradap loyalitas merek?. bagaimana pengaruh dari unsur sense, feel, think, act, relate dalam strategi experiential marketing terhadap loyalitas merek?. bagaimana tanggapan konsumen terhadap strategi experiential marketing yang diterapkan di bengawan solo coffee?. penelitian dilakukan dengan tujuan (1) mengetahui hubungan antara masing-masing variabel dari experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek; (2) mengetahui seberapa kuat hubungan antara variabel dari experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek; (3) melihat pengaruh dari unsur sense, feel, think, act, relate dalam strategi experiential marketing terhadap loyalitas merek; (4) mengetahui tanggapan konsumen terhadap strategi experiential marketing yang diterapkan bengawan solo coffee. pengalaman (experience) menurut bernd h. schmitt (2008) adalah peristiwa atau kejadian yang memiliki kesan pribadi, yang terjadi sebagai tanggapan atau hasil dari adanya rangsangan atau stimuli (misalnya rangsangan yang disediakan oleh usaha pemasaran, baik sebelum maupun sesudah terjadinya pembelian). pengalaman (experience) melibatkan seluruh kehidupan dan sering merupakan hasil dari observasi langsung atau partisipasi dalam suatu kejadian, baik secara nyata, berupa mimpi, maupun virtual. biasanya experience tidak terjadi dengan sendirinya, tetapi harus dipicu. oleh karena itu, pemasar harus menyediakan atau menciptakan lingkungan dan setting yang tepat untuk menghasilkan custromer experience yang diharapkan. persepsi seseorang terhadap suatu objek merupakan hasil kerja dari sistem otak, dan tidak sepenuhnya dapat dikontrol, kecuali berupa imajinasi. ada 5 tipe pengalaman (experience) yang oleh bernd h. schmitt disebut strategic experiential modules (sems), antara lain (1) sensory experience atau sense (berdasarkan panca indera); (2) affective experience atau feel (berdasarkan emosi dan perasaan positif yang timbul); (3) creatice cognitive experience atau think (berdasarkan daya pikir); (4) physical experience atau act (berdasarkan tindakan fisik dan interaksi); (5) social identity experience atau relate (berdasarkan upaya menghubungkan merek dengan diri konsumen, orang lain, atau keterkaitan dengan budaya). elena delgado-ballester mengungkapkan loyalitas merek sebagai ukuran seberapa besar konsumen loyal terhadap suatu merek. ukuran ini menggambarkan tentang mungkin tidaknya seorang pelanggan beralih ke merek produk lain, terutama jika pada merek tersebut didapati adanya perubahan baik menyangkut harga ataupun atribut lain. loyalitas merek merupakan inti dari brand equity yang menjadi gagasan sentral dalam pemasaran. apabila loyalitas merek meningkat, maka kerentanan kelompok pelanggan dari serangan pesaing dapat dikurangi karena loyalitas merek secara langsung strategi experiential …... (dian tauriana; rendy manlin) 193 dapat diartikan sebagai penjualan di masa depan. loyalitas merek diukur dengan pembelian rutin, tingkat pembelian ulan, persentase pembelian, dan jumlah merek yang dibeli. penelitian ini hendak menguji beberapa hipotesis seperti berikut ini. h1 = terdapat hubungan antara strategi experiential marketing (sense) terhadap loyalitas merek h1 = terdapat hubungan antara strategi experiential marketing (feel) terhadap loyalitas merek h1 = terdapat hubungan antara strategi experiential marketing (think) terhadap loyalitas merek h1 = terdapat hubungan antara strategi experiential marketing (act) terhadap loyalitas merek h1 = terdapat hubungan antara strategi experiential marketing (relate) terhadap loyalitas merek h1 = terdapat pengaruh antara strategi experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek. untuk melakukan penelitian secara akurat, peneliti merancang suatu desain (tabel 1). tabel 1 desain studi tujuan penelitian desain penelitian time horizon jenis penelitian metode yang digunakan unit analisis t-1 t-2 t-3 t-4 asosiatif asosiatif kausal deskriptif descriptive survey descriptive survey descriptive survey descriptive survey individu->konsumen individu->konsumen individu->konsumen individu konsumen cross section cross section cross section cross section sumber: hasil pengolahan penulis (2008) tabel 2 operasionalisasi variabel penelitian variabel konsep variabel sub variabel indikator ukuran skala experiential marketing konsep pemasaran dari suatu produk atau jasa yang menciptakan pengalaman bagi konsumen (customer experience) melalui kelima strategic experiential modules (sems) yaitu pengalaman berdasarkan panca indera (sense), perasaan dan emosi (feel), pikiran (think), tindakan, perilaku, dan gaya hidup (act) serta upaya konsumen dalam menghubungkan merek dengan dirinya, orang lain, atau budaya (relate) 1. sense logo yang menarik desain interior yang menarik aroma yang nikmat rasa kopi yang nikmat interval likert 2. feel perasaan senang saat mengkonsumsi kopi perasaan bangga ketika minum kopi di gerai kopi pelayanan yang diberikan membuat puas perasaan senang dengan keramahan yang diberikan oleh barista perasaan nyaman saat berada di gerai kopi likert 3. think mendorong untuk mengenal beragam jenis kopi nama-nama kopi yang unik pilihan rasa yang beragam harga kopi sesuai dengan kualitas likert 4. act suka mengkonsumsi kopi menjadi lebih perduli dengan kualitas kopi. bagian dari gaya hidup promosi likert 5. relate merasa menjadi bagian kaum metropolis mencerminkan pergaulan kelas atas mencerminkan gaya hidup modern likert 194 journal the winners, vol. 9 no. 2, september 2008: 191-199 tabel 2 operasionalisasi variabel penelitian (continued) brand loyalty loyalitas merek merupakan inti dari brand equity yang menjadi gagasan sentral dalam pemasaran. apabila loyalitas merek meningkat, maka kerentanan kelompok pelanggan dari serangan pesaing dapat dikurangi. karena loyalitas merek secara langsung dapat diartikan sebagai penjualan di masa depan. commited buyer merekomendasikan kepada orang lain membeli produk kembali interval likert likes the brand lebih menyukai membeli kopi di gerai disukai daripada digerai lainnya membeli produk kembali satisfied buyer kualitas kopi membuat saya puas habitual buyer membeli produk kembali switcher tetap membeli kopi jika harga kopi dinaikkan sumber: hasil pengolahan penulis, 2008 data yang terkumpul diperoleh dari para pengunjung objek studi/penelitian, yaitu bengawan solo coffee mall taman anggrek, mal ciputra, mal kelapa gading, dan summarecon mall serpong, yang dipilih menggunakan metode purposive sampling. tabel 3 jenis dan sumber data tujuan sumber data jenis data t – 1 primer kuesioner kualitatif t – 2 primer – kuesioner kualitatif t – 3 primer – kuesioner kualitatif t4 primer – kuesioner kualitatif sumber: hasil pengolahan penulis, 2008 keterangan : t-1 : untuk mengetahui hubungan antara masing-masing variabel dari experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek. t-2 : untuk mengetahui seberapa kuat hubungan antara variabel dari experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek. t-3 : untuk mengetahui pengaruh dari unsur sense, feel, think, act, relate dalam strategi experiential marketing terhadap loyalitas merek. t-4 : untuk mengetahui tanggapan konsumen terhadap strategi experiential marketing yang diterapkan bengawan solo coffee. metode menganalisis data yang digunakan adalah uji normalitas, reliabilitas, validitas, dan uji penyimpangan asumsi klasik. setelah itu, data dianalisis lebih lanjut menggunakan analisis korelasi pearson product moment, dengan rumusan untuk r sebagai berikut. strategi experiential …... (dian tauriana; rendy manlin) 195 =xyr ( ) ( )( ) ( ){ } ( ){ }∑ ∑∑∑ ∑∑∑ −− − 2222 ... . yynxxn yxxyn korelasi ppm dilambangkan (r) dengan ketentuan nilai r tidak lebih dari harga (-1 ≤ r ≤ +1). apabila nilai r = -1, artinya korelasinya negatif sempurna; r = 0, artinya tidak ada korelasi; dan r = 1, berarti korelasinya sangat kuat. untuk pengujian kelayakan model sebagai dasar pembuatan keputusan disebut uji f. hipotesis yang akan diuji adalah sebagai berikut. h0 : b1 = b2 = 0 ( tidak terdapat pengaruh dari x1 dan x2 terhadap y ) h1 : b1 = b2 ≠ 0 ( terdapat pengaruh dari x1 dan x2 terhadap y ) rumus dari uji f (rangkuti, 2002, p154) : f0 = dengan menggunakan df = n – k – 1 df = derajat kebebasan k = jumlah variabel independen n = banyaknya sampel jika f0 > ftabel, maka h0 ditolak, sebaliknya kalau f0 < ftabel, maka ho diterima. dengan tingkat kepercayaan 95%. pembahasan hasil penelitian dari hasil pengujian normalitas diperoleh hasil sebagai berikut (tabel 4). berdasarkan tabel hasil uji normalitas (tabel 4), dapat diketahui bahwa nilai signifikansi untuk variabel sense sebesar 0,072; untuk variabel feel sebesar 0,178; untuk variabel think sebesar 0,052; untuk variabel act sebesar 0,063; untuk variabel relate sebesar 0,066; dan untuk variabel loyalitas merek sebesar 0,059. karena signifikansi untuk seluruh variable lebih besar dari 0,05, maka dapat disimpulkan bahwa data pada variabel sense, feel, think, act, dan loyalitas merek berdistribusi normal. angka statistik menunjukan semakin kecil nilainya maka distribusi data semakin normal. tabel 4 uji normalitas dengan kolmogorov-smirnov variabel statistic df sig. sense feel think act relate loyalitas merek 0,085 0,075 0,088 0,086 0,086 0,087 100 100 100 100 100 100 0,072 0,178 0,052 0,063 0,066 0,059 sumber: data diolah dengan spss 15 r2 / k (1 – r2) (n – k – 1) 196 journal the winners, vol. 9 no. 2, september 2008: 191-199 pengujian asumsi klasik menunjukkan hasil sebagai berikut (tabel 5). berdasarkan tabel hasil uji heteroskedastisitas (tabel 5), dapat dilihat bahwa nilai t hitung dari kelima variabel, di mana lnx1, yaitu sense adalah sebesar 0,400; lnx2, yaitu feel adalah sebesar -1,399; lnx3, yaitu think adalah sebesar -0,714; lnx4, yaitu act adalah sebesar -0,687; dan lnx5, yaitu relate adalah sebesar 0,232. sedangkan nilai t tabel dengan total df=n-2 atau 100-2=98 pada pengujian 2 sisi (signifikansi 0,025), didapat nilai t tabel sebesar 1.972. karena nilai t hitung (sense adalah 0,400; feel adalah sebesar -1,399; think adalah sebesar -0,714; act adalah sebesar -0,687; dan relate adalah sebesar 0,232) berada pada –t tabel < t hitung < t tabel. dengan ini, dapat disimpulkan bahwa tidak ditemukannya masalah heteroskedastisitas. tabel 5 uji heterokedastisitas model t lnx1 0,400 lnx2 -1,399 lnx3 -0,714 lnx4 -0,687 lnx5 -0,232 sumber: data diolah dengan spss 15 berdasarkan hasil uji korelasi, maka didapatkan nilai hubungan dari masing-masing variabel experiential marketing terhadap loyalitas merek sebagai berikut (tabel 6). tabel 6 uji korelasi dengan pearson’s product moment subvariabel hasil r sense 0,119 feel 0,387 think 0,122 act 0,443 relate 0,203 sumber: data diolah dengan spss 15 berdasarkan pada tabel r dengan n = 100 dan tingkat signifikan 0.05 adalah 0.195, maka hasil yang didapat adalah sebagai berikut. pertama, sense (x1). h0: μ = tidak terdapat hubungan antara strategi experiential marketing (sense) dan loyalitas merek bengawan solo coffee. h1: μ ≠ terdapat hubungan antara strategi experiential marketing (sense) dan loyalitas merek bengawan solo coffee. berdasarkan tabel 6, peneliti menyimpulkan bahwa tidak adanya hubungan antara strategi experiential marketing (sense) dan loyalitas merek bengawan solo coffee karena hasil r adalah 0.119 dan lebih rendah dari tabel r, yaitu sebesar 0,195. kedua, feel (x2). h0: μ = tidak terdapat hubungan antara strategi experiential marketing (feel) terhadap loyalitas merek bengawan solo coffee. h1: μ ≠ terdapat hubungan antara experiential marketing (feel) dan loyalitas merek bengawan solo coffee. berdasarkan tabel 6, peneliti menyimpulkan adanya hubungan antara strategi experiential marketing (feel) dan loyalitas merek bengawan solo coffee karena hasil r adalah 0.387 dan lebih tinggi dari tabel r, yaitu sebesar 0,195. strategi experiential …... (dian tauriana; rendy manlin) 197 ketiga, think (x3). h0: μ = tidak terdapat hubungan antara strategi experiential marketing (think) terhadap loyalitas merek bengawan solo coffee. h1: μ ≠ terdapat hubungan antara experiential marketing (think) dan loyalitas merek bengawan solo coffee. berdasarkan tabel 6, peneliti menyimpulkan tidak adanya hubungan antara strategi experiential marketing (think) dan loyalitas merek bengawan solo coffee karena hasil r adalah 0,122 dan lebih rendah dari tabel r, yaitu sebesar 0,195. keempat, act (x4). h0: μ = tidak terdapat hubungan antara strategi experiential marketing (act) terhadap loyalitas merek bengawan solo coffee. h1: μ ≠ terdapat hubungan antara experiential marketing (act) dan loyalitas merek bengawan solo coffee. berdasarkan tabel 6, peneliti menyimpulkan adanya hubungan antara strategi experiential marketing (act) dan loyalitas merek bengawan solo coffee karena hasil r adalah 0,443 dan lebih tinggi dari tabel r, yaitu sebesar 0,195. kelima, relate (x5). h0: μ = tidak terdapat hubungan antara strategi experiential marketing (relate) terhadap loyalitas merek bengawan solo coffee. h1: μ ≠ terdapat hubungan antara experiential marketing (relate) dan loyalitas merek bengawan solo coffee. berdasarkan tabel 6, peneliti menyimpulkan adanya hubungan antara strategi experiential marketing (relate) dan loyalitas merek bengawan solo coffee karena hasil r adalah 0,203 dan lebih tinggi dari tabel r, yaitu sebesar 0,195 analisis regresi berganda hasil perhitungan dari regresi berganda ditunjukkan pada tabel 7. berdasarkan tabel hasil uji regresi berganda mengenai pengaruh strategi experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek pada diatas, maka dapat disimpulkan sebagai berikut. pertama, standart error of the estimate (see) adalah sebesar 0,46747. makin kecil see akan membuat model regresi semakin tepat dalam memprediksi variabel independent. kedua, dari nilai r di atas dapat diketahui bahwa r = 0,536; menunjukan bahwa terdapat hubungan yang cukup kuat atau positif antara strategi experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek. hubungan yang cukup kuat berarti strategi experiential marketing (sense, feel, think, act, relate) mempengaruhi loyalitas merek, sedangkan hubungan yang positif berarti setiap peningkatan strategi experiential marketing mempengaruhi tingkat loyalitas pelanggan. ketiga, sedangkan r square = 0,287 x 100% = 28,7%. yang artinya adalah r square menunjukkan bahwa pengaruh strategi experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek sebesar 28,7% (angka r square adalah 0,287). selebihnya sebesar 71,3% (100% 28,7%) dipengaruhi oleh faktor-faktor lain. tabel 7 uji regresi berganda model r r square adjusted r square std. error of the estimate 1 0,536 0,287 0,249 0,46747 sumber: data diolah dengan spss 15 penelitian ini membahas tentang pengaruh strategi experiential marketing terhadap loyalitas merek. experiential marketing itu sendiri terbagi dalam 5 subvariable, yaitu sense, feel, think, act, dan relate. dari uraian hasil penelitian di atas, maka dapat diperoleh hasil penelitian sebagai berikut. 198 journal the winners, vol. 9 no. 2, september 2008: 191-199 pertama, untuk nilai sense dapat diketahui bahwa nilai r hitung lebih rendah (<) dari r tabel, yaitu sebesar 0,119 < 0,195. peneliti menyimpulkan bahwa tidak adanya hubungan antara strategi experiential marketing (sense) terhadap loyalitas merek bengawan solo coffee. kedua, untuk nilai feel dapat diketahui bahwa nilai r hitung lebih beasr (>) dari r tabel, yaitu 0,387 > 0,195. peneliti menyimpulkan bahwa adanya hubungan antara strategi experiential marketing (feel) terhadap loyalitas merek bengawan solo coffee. ketiga, untuk nilai think dapat diketahui bahwa nilai r hitung lebih rendah (<) dari r tabel, yaitu sebesar 0,122 < 0,195. peneliti menyimpulkan bahwa tidak adanya hubungan antara strategi experiential marketing (think) terhadap loyalitas merek bengawan solo coffee. keempat, untuk nilai act dapat diketahui bahwa nilai r hitung lebih beasr (>) dari r tabel, yaitu 0,443 > 0,195. peneliti menyimpulkan bahwa adanya hubungan antara strategi experiential marketing (act) terhadap loyalitas merek bengawan solo coffee. kelima, untuk nilai relate dapat diketahui bahwa nilai r hitung lebih besar (>) dari r tabel, yaitu 0,203 > 0,195. peneliti menyimpulkan bahwa adanya hubungan antara strategi experiential marketing (relate) terhadap loyalitas merek bengawan solo coffee. keenam, dapat dilihat nilai r hitung untuk feel adalah 0,387. berdasarkan interpretasi koefisien korelasi nilai r pada tabel 7, peneliti menyimpulkan bahwa hubungan antara experiential marketing (feel) terhadap loyalitas merek adalah rendah. ketujuh, dapat dilihat nilai r hitung untuk act adalah 0,443. berdasarkan interpretasi koefisien korelasi nilai r pada tabel 7, peneliti menyimpulkan bahwa hubungan antara experiential marketing (act) terhadap loyalitas merek adalah cukup kuat. kedelapan, dapat dilihat nilai r hitung untuk relate adalah 0,203. berdasarkan interpretasi koefisien korelasi nilai r pada tabel 7, peneliti menyimpulkan bahwa hubungan antara experiential marketing (relate) terhadap loyalitas merek adalah rendah. kesembilan, besarnya pengaruh x1, x2, x3, x4, x5 terhadap y dapat diketahui dari angka r square, yaitu 0,287. hal ini berarti bahwa 28,7% loyalitas merek bengawan solo coffee dipengaruhi oleh strategi experiential marketing (sense, feel, think, act, relate), sedangkan sisanya (100% 25,4% = 71,3%) dipengaruhi oleh faktor-faktor lain. kesepuluh, merubah identitas sosial mereka jika mengkonsumsi merek produk tertentu tergolong sedang, artinya konsumen mungkin merasakan pengalaman yang terbentuk melalui relate ini. hal ini menandakan bahwa bengawan solo coffee belum sepenuhnya berhasil menciptakan pengalaman yang menggugah relate konsumen. kesebelas, berdasarkan nilai yang didapat dari pernyataan-pernyataan dalam unsur loyalitas merek, diperoleh nilai mean sebesar 3,75, yang berarti loyalitas merek konsumen terhadap bengawan solo coffee tergolong dalam loyalitas tinggi. penutup berdasarkan hasil penelitian maka dapat disimpulkan sebagai berikut. pertama, dari kelima subvariabel yang ada dalam experiential marketing, 3 di antaranya, yaitu feel, act, dan relate memiliki hubungan tehadap loyalitas merek, sedangkan 2 subvariabel lain, yaitu sense dan think tidak memiliki hubungan terhadap loyalitas merek. kedua, hubungan antara experiential marketing (feel dan relate) terhadap loyalitas merek adalah rendah, sedangkan hubungan experiential marketing (act) adalah cukup kuat. ketiga, terdapat pengaruh strategi experiential marketing (sense, feel, think, act, relate) terhadap loyalitas merek. keempat, pengalaman yang didapat konsumen melalui strategi experiential marketing (sense, feel, think, act) adalah tinggi, sedangkan pengalaman yang didapat melalui relate tergolong sedang dan loyalitas merek konsumen terhadap bengawan solo coffee tergolong dalam loyalitas tinggi. peneliti menyarankan kepada pihak manajemen untuk (1) mengidentifikasi lebih cermat tindakan atau stimulus pemasaran yang benar-benar dapat menciptakan unsur sense, feel, think, act, dan relate dalam strategi experiential marketing di benak konsumen; (2) memberikan perhatian yang strategi experiential …... (dian tauriana; rendy manlin) 199 lebih terhadap unsur sense dan think dalam strategi experiential marketing karena kedua unsur tersebut belum memberikan dampak yang positif (tidak ada hubungan) terhadap loyalitas merek, sehingga kedua variabel atau atribut tersebut dapat meberikan kontribusi yang signifikan terhadap loyalitas merek; dan (3) penelitian selanjutnya diharapkan dapat memberikan masukan dari penggunaan strategi experiential marketing terhadap loyalitas merek. daftar pustaka ajzen, i., and fishbein, m. (1980). understanding attitudes and predicting social behavior, englewood cliffs, nj: prentice hall. baldinger, a.l., and rubinson, j. (1996). brand loyalty: the link between attitude and behavior. journal of advertising research, 36, 22-34. day, g.s. (1969). a two-dimensional concept of brand loyalty. journal of advertising research, 9, 29-35 delgado-ballester, e., and munumeura, j.l. (2005). does brand trust matter to brand equity?. journal of product and brand management, 14. jacoby, j. (1971). a model of multi-brand loyalty. journal of advertising research, 11, 25-31. jacoby, j., and chestnut, r. (1978). brand loyalty: measurement and management, new york, yn: john wiley & sons. mitchell, m., and mitchell, s. (2000). consumer experience tourism: a powerful toof for food and beverage producers. journal of food products marketing, 6(3), 1-16. schimdt, b.h. (2008). experiential marketing, new york, yn: word-press. microsoft word 01_ choirul anwar_setting.doc risk based internal auditing.....(choirul anwar) 89 risk based internal auditing dan implementasinya pada pt ibf choirul anwar president university, jababeka education park, jln. ki hajar dewantara, kota jababeka, bekasi, 17550 anwar_choirul@yahoo.com abstract risks deal with uncertainties. the bigger the uncertainties faced by firms, the larger opportunity and impact of the risks in future. whether firms succeed in managing risks it depends a lot on the effectivity of internal control. pt indonesia buffon film (pt ibf) is one of many firms trying to optimalize its internal audit department.the main problem in this company is managing the company to survive with accumulated losses over 90% of share capital in the period of 2007 to 2008. this research aims to describe the relationship between internal control and purpose of internal audit department of pt ibf. the main focus is the management crisis happening due to weak leadership within the company. this in turn weakens internal control. management is suggested to prioritize risks that contribute to the main risk, especially internal factors that can be controlled by management. pt ibf has deployed an implementation of the australian/new zealand standard in risk management (az/nzs 4360) that helps the main purpose of the risk based internal auditing. overall, pt ibf has done well to recognize that there are possible risks in their business operations. however, there are also gaps that must be analyzed and followed up further by management. keywords: internal control, risk based internal audit, pt ibf abstrak risiko berurusan dengan ketidakpastian. semakin besar ketidakpastian yang dihadapi oleh perusahaan, akan semakin besar kesempatan dan dampak risiko yang ada di masa mendatang. efektivitas pengendalian internal sangat mempengaruhi keberhasilan perusahaan dalam mengelola risiko. pt indonesia buffon film (pt ibf) adalah salah satu dari banyak perusahaan mencoba untuk mengoptimalkan bagian audit internal. masalah utama dalam perusahaan ini adalah mengelola perusahaan untuk bertahan dengan akumulasi kerugian lebih dari 90% dari modal saham pada periode 2007 hingga 2008. penelitian ini bertujuan untuk menggambarkan hubungan antara pengendalian internal dan tujuan bagian audit internal pt ibf. fokus utama adalah krisis manajemen yang sedang terjadi akibat lemahnya leadership dalam perusahaan sehingga berakibat pada lemahnya internal control. dalam tahap ini, manajemen diarahkan untuk memberikan prioritas utama yang berkontribusi terhadap risiko utama, terutama faktor internal yang dapat dikendalikan manajemen. pt ibf telah menerapakan pelaksanaan the australian/new zealand standard in risk management (az/nzs 4360) yang membantu tujuan utama dari risk based internal auditing. secara keseluruhan, pt ibf telah berhasil dengan baik mengenali kemungkinan risiko yang ada di dalam operasi usahanya. namun, masih ada juga celah-celah kelemahan yang harus dianalisis dan ditindaklanjuti oleh manajemen. kata kunci: pengendalian internal, audit internal berbasis risiko, pt ibf 90 journal the winners, vol. 10 no. 2, september 2009: 89-99 pendahuluan sesuai dengan eksternal auditor, internal auditor report atau opini internal auditor sangat diperlukan untuk mengevaluasi kinerja internal control perusahaan. namun, sayangnya banyak persepsi yang timbul sekarang bahwa internal audit hanya berhubungan atau ditujukan untuk mengawasi kegiatan keuangan atau financial control saja. manajemen perusahaan juga banyak menyimpulkan bahwa kontrol merupakan tanggung jawab dari akuntan perusahaan dan eksternal auditor semata sehingga menyebabkan para manajer non financial dan accounting merasa tidak memiliki atas pengendalian internal tersebut. padahal para manajer non financial dan accounting tersebut mampu mengetahui secara langsung risiko-risiko yang ada dan mengarah kepada tanggung jawabnya sebagai komponen pimpinan perusahaan. penelitian ini menggambarkan pengkajian studi kasus tentang praktik penerapan manajemen risiko di pt indonesia buffon film (ibf) dan kaitannya dengan proses audit berbasis risiko (riskbased audit). manajemen perusahaan sebenarnya sudah mengerti akan permasalahan, namun belum bisa untuk mengorganisasikan dengan baik permasalahan dan pemecahan persoalan yang ada. dengan adanya penugasan pengkajian enterprise risk management dan kaitannya dengan risk-based audit ini sangatlah membantu penulis dalam proses belajar dan sekaligus implementasi di lapangan secara langsung. permasalahan utama yang ada di perusahaan ini adalah bagaimana caranya perusahaan bisa survive di masa yang akan datang, dengan akumulasi kerugian yang sudah melebihi 90% dari setoran modal perusahaan (share capital) di tahun 2007-2008. permasalahan ini dalam penerapan enterprise risk management, penulis golongkan dalam risk identification yang utama. dengan kata lain, bukan berarti tidak ada lagi risiko-risiko lain yang bisa diidentifikasikan. namun, berangkat dari identifikasi risiko yang utama inilah penulis diarahkan management perusahaan untuk mengkaji risiko-risiko yang berkontribusi terhadap risiko utama. tujuan dari penelitian ini adalah untuk membantu pembaca memahami fungsi dan peran internal control dalam suatu perusahaan, dalam hal ini di pt ibf serta memahami peran internal audit dalam menentukan ukuran keakuratan internal control dalam melaksanakan tugasnya me-manage perusahaan untuk mencapai tujuan yang sudah ditentukan sebelumnya. manfaat umum dari penelitian ini adalah hasil penelitian ini dapat dipergunakan oleh pembaca sebagai bahan informasi maupun pertimbangan dalam mengatasi permasalahan yang timbul untuk pengambilan keputusan, baik masa sekarang maupun akan datang. sedangkan manfaat khusus tulisan ini adalah untuk memberikan kesempatan kepada penulis untuk mengetahui masalah-masalah yang sebenarnya dihadapi oleh pt ibf dalam menentukan pos-pos yang krusial dan penentuan risiko yang harus dihadapi oleh internal control sehingga risiko tersebut dapat di-manage dengan baik, berkat bantuan dari hasil pemeriksaan internal auditor atas efektifitas internal control tersebut. dengan demikian, internal audit bertugas membantu internal control perusahaan yang dilakukan oleh board of director, manajemen, dan personel lainnya yang didesain untuk memberikan keyakinan memadai atas pencapaian objektif dalam beberapa kategori sebagai berikut (1) kehandalan dan kecermatan dari laporan keuangan; (2) sesuai dengan hukum dan aturan (regulasi) yang berlaku; (3) efisien, efektif, dan ekonomisnya operasi organisasi atau perusahaan. untuk memenuhi berbagai pengawasan yang berhubungan dengan tujuan (objective) perusahaan, coso mendidentifikasi komponent internal control yang terdiri dari (1) control environment, yang menentukan irama organisasi, yang berhubungan dengan kontrol terhadap orang (people). hal ini merupakan fondasi untuk semua komponen internal control yang menyajikan risk based internal auditing.....(choirul anwar) 91 kedisiplinan dan struktur dalam internal control; (2) risk assessment adalah identifikasi dari organisasi dan analisis relevansi dari risiko untuk mencapai objektifnya serta menentukan bagaimana risiko-risiko yang ada seharusnya dikelola secara baik; (3) control activities adalah prosedur dan kebijakan yang membantu untuk meyakinkan manajemen dalam mengarahkan perusahaan dalam pencapaian tujuannya; (4) information and communication yang merupakan identifikasi, pencapaian, dan pertukaran informasi dalam ruang lingkup dan waktu yang memperbolehkan orang (people) untuk menjalankan tanggung jawabnya; (5) monitoring adalah proses yang menilai kualitas internal control performance dalam kurun waktu tertentu. faktor-faktor yang berkontribusi terhadap perkembangan internal audit adalah (1) ukuran dari bisnis menjadi semakin kompleks dan menyebar secara meluas yang mengharuskan manajemen menggantungkan pada berbagai laporan dan analisis untuk mengontrol operasi perusahaan secara efisien; (2) pengecekan dan review yang tidak dapat dipisahkan (inherent) dalam sistem yang baik dari internal audit serta melindungi terhadap kelemahan manusia dan mengurangi kemungkinan kesalahan atau ketidaknormalan yang akan terjadi; (3) suatu yang tidak lazim bagi auditor untuk mengaudit perusahaan yang dibatasi ekonomi tanpa adanya bantuan dari internal audit suatu klien. lebih lanjut perlu diuraikan pengertian dan peran internal audit dalam organisasi atau perusahaan. sesuai definisi yang dikeluarkan oleh international auditing auditors (iia), internal auditing adalah sebuah aktivitas independent, keyakinan yang objektif, dan aktivitas konsultasi yang didesain untuk menambah dan memperbaiki operasi sebuah organisasi. yang dimaksud dengan risiko dipandang dari hasil keluaran adalah sebuah hasil atau keluaran yang tidak dapat diprediksikan dengan pasti, yang tidak disukai karena akan menjadi kontra produktif. sedangkan risiko dipandang dari segi proses adalah faktor-faktor yang dapat mempengaruhi pencapaian tujuan sehingga terjadinya konsekuensi yang tidak diinginkan. risiko dalam sudut pandang proses operasional perusahaan seringkali disebut dengan faktor risiko. pada intinya, kedua sudut pandang yaitu dari segi hasil keluaran dan proses, faktor risiko saling melengkapi satu sama lain. perbedaan di antara keduanya hanya sekedar perspektif dan posisi pengguna maupun penganalisis. secara umum, komponen risiko adalah sebagai berikut. pertama, risiko inherent yaitu risiko yang secara intrinsik lahir karena terjadinya suatu aktivitas dan melekat pada aktivitas itu sendiri. sebagai contoh adalah suatu perusahaan meluncurkan produk baru. perusahaan ini akan menghadapi risiko bahwa produk barunya tersebut tidak akan diterima di pasar. contoh lainnya adalah jika perusahaan menjual produknya dengan cara kredit, maka hal ini mempunyai risiko kegagalan kredit prlanggan. kedua, risiko terkendali yaitu bagian dari risiko inherent yang dapat dikendalikan melalui aplikasi atau aktivitas pengendalian tertentu. risiko ini merujuk kepada tindakan perusahaan untuk mengurangi cakupan risiko inherent melalui suatu aplikasi kendali risiko. sebagai contoh, untuk mengurangi cakupan risiko peluncuran produk baru, sebuah perusahaan dapat melakukan riset pasar sebelum launching produk barunya tersebut, atau melakukan pilot project di pasar tertentu sebelum peluncuran produk secara nasional. untuk mengurangi cakupan kegagalan kredit pelanggan, sebuah perusahaan dapat mengenakan kriteria yang lebih ketat seperti jaminan bank atau pembayaran sebagian di muka sebelum mengirimkan barang kepada pelanggan. dalam kehidupan sehari-hari, kita tidak dapat menghentikan hujan, tetapi dapat membawa payung atau jas hujan agar tidak kebasahan. ketiga, risiko residual yaitu tingkat atau besaran risiko yang tetap melekat pada suatu aktivitas tertentu walaupun aplikasi pengendalian sudah diterapkan. sebagai contoh, bagaimanapun baiknya riset pasar dilakukan, kegagalan dari peluncuran produk baru di pasaran tertentu selalu mungkin terjadi. mengenakan kriteria yang lebih ketat bagi pelanggan perusahaan masih belum menghilangkan kemungkinan kegagalan kredit. hal yang sama dengan kehidupan kita sehari-hari, menggunakan payung selama hujan tidak akan menjamin 100% bahwa kita tidak akan kebasahan. risiko adalah kondisi yang melibatkan keterpaparan terhadap pencapaian tujuan entitas perusahaan, baik yang bersifat secara langsung maupun tidak langsung, yang merupakan hasil dari 92 journal the winners, vol. 10 no. 2, september 2009: 89-99 sebuah kombinasi antara kemungkinan terjadinya sebuah peristiwa dan besaran dari konsekuensinya. bagi entitas komersial atau bisnis, istilah risiko sering digunakan bergantian dengan istilah risiko bisnis atau risiko korporat. cakupan risiko bisnis sangat luas dapat timbul dari kisaran berbagai sumber, sebagai contohnya yang ada di dunia bisnis adalah (1) risiko strategik adalah risiko terjadinya kegagalan mengantisipasi dan mengeksekusi inisiatif strategik perusahaan, (2) risiko pasar adalah perubahan dalam nilai daktiva pasar perusahaan yang dapat diperdagangkan, (3) risiko finansial adalah risiko kegagalan kendali keuangan, (4) risiko operasional adalah risiko dari tindakan manusia, (5) risiko komersial adalah risiko gangguan bisnis yang dapat timbul dari hilangnya personil penting, kegagalan pemasok, masalah hukum dan kepatuhan, (6) risiko teknis adalah risiko kegagalan aset fisik, sebagai contoh adalah kegagalan peralatan, kerusakan infrastruktur, dan sebagainya; (7) risiko reputasi adalah risiko yang dihubungkan dengan penurunan reputasi entitas perusahaan tersebut. berikut ini adalah beberapa definisi dari manajemen risiko, yaitu (1) manajemen risiko adalah pendekatan yang kuat dan terkoordinasi untuk menilai dan merespon semua risiko yang mempengaruhi pencapaian tujuan strategik dan finansial organisasi. ini meliputi risiko, baik dari sisi bawah maupun sisi atas (iia institute of internal auditor); (2) manajemen risiko adalah budaya proses dan struktur yang diarahkan menuju manajemen efektif atas potensi kesempatan dan pengaruh merugikan (australian/new zealand standard); (3) manajemen risiko adalah sebuah proses yang dipengaruhi oleh dewan perusahaan, maupun manajemen dan personil lain entitas tersebut, diterapkan dalam penetapan strategi dan berlaku di seluruh perusahaan, dirancang untuk mengenali peristiwa potensial yang dapat mempengaruhi entitas itu, dan mengelola risiko agar tetap ada dalam jangkauan risikonya sehingga dapat memberikan jaminan yang wajar mengenai pencapaian tujuan entitas (coso committeeof sponsoring organization of the treadway commission). pengertian internal auditing yang tradisional terdiri dari konfirmasi bahwa pengendalian dsalam perusahaan sudah dilakukan dengan baik dan membuat recomendasi jika pengendalian tidak baik. pihak yang membuat rekomendasi tersebut adalah internal auditor yang ditujukan kepada para manajer, dengan harapan para manajer tersebut dapat menerima. dengan demikian, sistem tradisional ini menggambarkan bahwa internal audit bertanggung jawab terhadap pengendalian dan implikasi risiko dalam suatu manajemen. akan tetapi, sesuai dengan turnbull guidance yang menekankan suatu realitas bahwa para manajer bertanggung jawab untuk pengembangan respon atas risiko-risiko dan memutuskan langkah-langkah yang harus diambil jika risiko-risiko tersebut tidak terkontrol dengan baik. perkembangan selanjutnya dalam internal audit adalah fungsi dan tugas internal audit bisa diklarifikasikan sebagai pemberi opini kepada manajemen tentang efektifitas dari manajemen dalam menghadapi risiko. opini tersebut sekurang-kurangnya mencakup hal-hal tentang ketidakefektifan manajemen dalam mengontrol risiko yang ada. dalam hal ini, internal audit masih dapat memberikan rekomendasi, namun sifatnya hanya sebatas konsultasi. untuk itu, dalam melakukan tugasnya, internal audit haruslah juga memperhitungkan faktorfaktor risiko yang ada. pelaksanaan tugas internal audit dengan memperhatikan factor risiko inilah yang lazim disebut risk based internal auditing (rbia). pelaksanaan rbia ini melibatkan manajemen terlibat lebih jauh dalam penanganan risiko, yang di antaranya dapat dijelaskan sebagai berikut (1) risiko-risiko yang tercakup dalam audit akan ada dalam semua bagian organisasi. dengan demikian, manajer setiap departemen akan terlibat. banyak risiko akan signifikan dalam organisasi dan diskusi mengenai cara menanggulanginya akan melibatkan senior manajer dan direktur; (2) rbia menekankan tanggung jawab manajemen untuk mengatur risiko. internal auditor terlibat dalam diskusi dengan para manajer mengenai risiko-risiko yang dihadapinya dan meminta respon para manajer atas risiko-risiko tersebut. pelaksanaan hal ini mungkin diperlukan meeting permulaan dalam menghadapi risiko, termasuk juga penilaian risiko yang menentukan seberapa besar risiko yang ada; (3) setelah dilakukan meeting pendahuluan, meeting selanjutnya diharapkan sudah mengurangi beban pemahaman risk based internal auditing.....(choirul anwar) 93 terhadap risiko sehingga para manajer tinggal melaporkan tindakan apa yang harus dilakukan dalam kondisi risiko-risiko yang ada tidak dikendalikan dengan baik; (4) kepala internal audit disyaratkan untuk memberikan profil perusahaan, yang tidak hanya meliputi bidang keuangan saja yang diharapkan agar para manajer lainnya dapat mengerti dan mampu memberikan masukan atas risiko yang sedang dihadapi perusahaan dari segala faktor; (5) rbia mensyaratkan para manajer untuk berhadapan dengan risiko yang ada di departemennya. jika perlu, para manajer tersebut harus membuat risiko-risiko yang ada di departemennya masing-masing. dengan demikian, para manajer tersebut harus tahu bahwa tanggung jawab atas risiko perusahaan bukan menjadi tanggung jawab dari internal auditor, namun lebih luasnya adalah tanggung jawab dari masing-masing manajer. metode penelitian objek penelitian adalah pt indonesia buffon film (ibf) yang merupakan perusahaan patungan antara investor lokal dan investor asing, yaitu pt du pont international. penelitian ini menerapkan metode studi kasus karena lebih memberi tekanan pada analisis terhadap kejadian yang ada di perusahaan. bentuk studi kasus diplih dalam penelitian ini agar diperoleh pemahaman yang lebih mendalam tentang objek yang diteliti, yaitu perusahaan yang menerapkan enterprise risk management yang digunakan sebagai bahan acuan risk based internal audit. metode studi kasus yang digunakan dalam penelitian ini didukung dengan beberapa pendekatan. berdasarkan tujuan penelitian, maka penelitian ini menggunakan pendekatan deskriptif karena penelitian ini bertujuan untuk mengetahui kinerja perusahaan berdasarkan analisis risk based internal auditing. pengumpulan data yang dilakukan di lapangan adalah melalui peninjauan secara langsung ke pt ibf yang menjadi objek penelitian. beberapa cara yang dilakukan untuk memperoleh data antara lain (1) wawancara. data diperoleh dengan melakukan tanya jawab secara langsung dengan beberapa pimpinan serta setiap manajer dari setiap departemen. teknik wawancara ini dilakukan untuk memberikan pemahaman yang lebih mendalam mengenai objek penelitian selain dari data-data fisik yang telah dikumpulkan; (2) observasi. teknik observasi ini dilakukan terhadap aktivitas operasional perusahaan yang berkaitan dengan permasalahan; (3) kuesioner. teknik penyebaran kuesioner kepada semua divisi yang ada di perusahaan ini yang kebetulan juga menjadi klien penulis selaku konsultan manajemen yang menyempurnakan fungsi internal control agar bisa bermanfaat secara optimal. hasil dan pembahasan hasil temuan utama internal control dan risiko yang harus dikendalikan seperti diuraikan sebelumnya, risiko utama dalam perusahaa ini adalah akumulasi rugi, dan diikuti risiko-risiko yang berkontribusi terhadap risiko utama. untuk lebih memperjelas alur penerapan enterprise risk management (erm), yang didasarkan pada risk based internal audit (rbia), manajemen mengacu kepada kerangka kerja erm pada the australian/new zealand standard in risk management (az/nzs 4360) yang membagi proses erm dalam 7 langkah (gambar 1). 94 journal the winners, vol. 10 no. 2, september 2009: 89-99 gambar 1 tujuh langkah enterprise risk management (erm) departemen business audit dalam melaksanakan tugasnya berusaha mengikuti alur bagan dari proses mulai dari penentuan risiko sampai dengan proses pemantauan atau monitoring yang di-follow up dengan laporan kepada manajemen perusahaan. berikut ini adalah hasil temuan dan identifikasi dari permasalahan yang ada di perusahaan, yang dikembangkan dan disosialisasikan oleh departemen business audit untuk dikenali seluruh komponen perusahaan, kemudian ditindaklanjuti sesuai dengan tujuan perusahaan. langkah ini terdiri dari eksternal, internal, dan risk management context. context eksternal yang ada di pt ibf adalah bagaimana perusahaan ini berhubungan dengan pihak luar perusahaan. termasuk dalam hal ini, yang sangat diperlukan adalah pemahaman mengenai swot analysis dari pihak eksternal terhadap pt ibf. strength atau kekuatan pt ibf adalah mampu memasuki pasar internasional dalam memasarkan produknya, yang berupa polyester films. pada tanggal 1 januari 2000, manajemen perusahaan menandatangani sales and distribution agreement dengan dupont china ltd. dan dupont taiwan ltd., yang bertanggung jawab terhadap pemasaran di hongkong dan taiwan. dengan agreement ini, pangsa pasar pt ibf di kedua negara tersebut menjadi terjamin. agreement ini masih berlanjut sampai sekarang. begitu juga pemasaran di amerika serikat dan jepang. related party perusahaan ini tersebar di seluruh dunia. dengan demikian, kekuatan perusahaan ini adalah di pangsa pasar internasionalnya. weakness dari faktor eksternal hanyalah permasalahan penetapan harga. meskipun berhubungan dengan related party, masing-masing party juga mempunyai target margin tersendiri sehingga harga jual yang rendah merupakan weakness dari faktor eksternal. opportunity perusahaan ini dari fakctor eksternal adalah masih bisa dikembangkannya dialog untuk meningkatkan harga jual sehingga buffon film group secara keseluruhan dapat meraih margin yang diinginkan dan masih tetap menguasai market international. opportunity yang lain dari faktor eksternal adalah dari segi pembiayaan atau financing. dengan melebarkan sayap ke seluruh dunia, maka bisa ditimbulkan yang kuat membantu yang lemah sesama group. salah satu ancaman (threat) yang perlu diperhatikan adalah adanya produk dari china dan eropa timur yang mampu memproduksi produk sejenis dengan harga yang sangat kompetitif. context internal adalah bagaimana perusahaan dapat mengenali objektifnya dalam menangani permasalahan yang ada. dalam hal ini, objektif internal utama yang harus dihadapi adalah bagaimana caranya menanggulangi atau mengurangi akumulasi kerugian agar perusahaan dapat survive di masa datang. salah satu caranya adalah di masa yang akan datang manajemen haruslah mampu menghasilkan profit dan cash in dari operasional perusahaan semaksimal mungkin. pengenalan permasalahan atau risiko yang dihadapi dalam menciptakan profit ini akan dibahas kemudian. contex risk management mulai dikembangkan semenjak hasil audit laporan keuangan tahun buku 2004 dan 2005. dari hasil audit tersebut, terdapat catatan bahwa untuk ke depannya dengan uncertainty yang tinggi, maka dikhawatirkan perusahaan tidak dapat melanjutkan going concern-nya. semenjak itu, semua lini manajemen berusaha melakukan pembenahan semaksimal mungkin agar identify risk analyze/ quan tify risk integrate risk assess/ priority risk treat / exploit risk establish context monitor & review risk based internal auditing.....(choirul anwar) 95 operasional perusahaan tetap exist. langkah ini meliputi pendokumentasian dan kejadian-kejadian yang mencerminkan ancaman material terhadap pencapaian objektif perusahaan atau representasi perusahaan dalam memenuhi competitive advantage. identifikasi risiko ini merupakan risiko-risiko yang berkontribusi, baik langsung maupun tidak langsung terhadap risiko utama, yaitu akumulasi kerugian yang sangat besar. risiko yang ada di pt ibf dapat diamati dan diidentifikasikan sebagai kompetensi manajemen, leadership, operasional mesin, oil price, simplifying/downsizing, internal control keuangan, kompetitor, dan ketersediaan modal/dana. pada tahap ini, perusahaan harus bisa menganalisis risiko yang ada untuk mendapatkan perhatian dan perlakuan yang baik (treatment), yakni di antaranya adalah (1) kompetensi manajemen. terbatasnya tingkat pengetahuan para anggota manajemen, khususnya di bidang financial dan accounting sehingga manajemen tidak dapat mengendalikan kapan harus bertindak efisien, khususnya terhadap permasalahan efisiensi costing; (2) leadership. rendahnya tingkat leadership dari manajemen perusahaan, dengan ditandainya setiap keputusan selalu menunggu persetujuan dari holding company di jepang sehingga mengakibatkan lambatnya mengambil keputusan dalam pemecahan suatu permasalahan; (3) operasional mesin, yakni kapasitas mesin yang tidak dioptimalkan. dengan demikian, masih adanya idle kasity mesin yang tidak dimanfaatkan sehingga berakibat harga per unit produk tidak dalam ideal production cost; (4) oil price, yakni harga bahan bakar minyak. dengan adanya harga bahan baker minyak yang cukup tinggi, sangatlah membebankan perusahaan dalam bersaing. sementara itu, kompetitor telah menggunakan alternative energy dengan menggunakan batu bara sebagai sumber energi bagi kepentingan utility-nya, yang secara hitungan ekonomis dan teknis jauh lebih murah dan mampu menghasilkan tenaga yang sebanding dengan sumber energi minyak; (5) simplifying/downsizing. adanya downsizing yang disyaratkan untuk mesimplify cost yang mengakibatkan perusahaan kehilangan personel yang kompeten di bidangnya sehingga banyak produk yang dikomplain para kustomer karena kurang memenuhi keinginan dari pelanggan; (6) internal control. lemahnya internal control yang dapat menciptakan peluang adanya fraud dan kulusi dalam berbagai siklus industri seperti siklus pendapatan, pembiayaan, produksi, dan pembayaran gaji; (7) kompetitor. berkembangnya para kompetitor dalam memasuki bisnis serupa yang mampu menghasilkan barang yang berkualitas hampir sama dengan produk perusahaan, namun dengan harga yang sangat rendah seperti produk dari china dan taiwan; (8) ketersediaan modal/dana. mengingat akumulasi kerugian sudah melebihi 90% setoran modal, maka ketersediaan dana yang deperlukan perusahaan sangatlah tergantung dari pendanaan dari luar yang berkonsekuensi pada kewajiban pembayaran bunga. dalam langkah ini, perusahaan berusaha untuk mengintegrasikan risiko-risiko yang ada untuk diunifikasi agar lebih fokus ke pemecahan permasalahan. fokus utama adalah krisis menajemen yang sedang terjadi yang disebabkan oleh lemahnya leadership dalam perusahaan sehingga berakibat pada lemahnya internal control. semuanya ini dapat mengarah pada kelemahan atau weakness yang berhubungan dengan fihak eksternal seperti kompetitor, dana ekstern, dan rentannya daya tahan perusahan dalam antisipasi faktor eksternal seperti dampak naiknya harga bahan bakar minyak. dalam tahap ini juga, manajemen diarahkan untuk memberikan prioritas utama yang berkontribusi terhadap risiko utama. seperti telah dibahas dalam integrate risk, assess/prioritize risk merupakan tindak lanjut dari tahap sebelumnya. dalam kasus ini, pt ibf harus memberikan prioritas utama pemecahan permasalahan, yang dapat digolongkan ke dalam faktor internal dan eksternal. prioritas faktor internal lebih diutamakan kerena risiko ini bersifat dapat dikendalikan oleh manajemen, namun faktor eksternal amatlah tergantung dari perkembangan situasi global, baik lokal maupun internasional. prioritas risiko tersebut dengan urutan (1) internal, yakni leadership, kompetensi manajemen, internal control, simplifying/downsizing, operasional mesin; dan (2) eksternal, yakni kompetitor, ketersediaan modal/dana, oil price. dengan adanya pengidentifikasian risiko dan prioritas risiko yang ada di perusahaan, maka manajemen pt ibf bisa lebih mudah dalam meminimalisasikan risiko-risiko yang ada. 96 journal the winners, vol. 10 no. 2, september 2009: 89-99 pembahasan sesuai dengan assessment risk di atas, perlu kiranya diminimalisasi kekurangan atau mengurangi timbulnya risiko yang lebih besar dengan urutannya sebagai berikut. pertama, leadership. para penentu keputusan di pt ibf mutlak dituntut untuk mengambil inisiatif kepemimpinan yang sigap dengan mempertimbangkan aspek teknis dan ekonomis dalam penentuan keputusan. salah satu contohnya adalah dalam siklus industri. manajemen harus cepat tanggap menentukan pilihan supplier mana yang dapat mensuplai bahan baku dengan harga murah dan tepat waktu. kalau ada supplier yang bisa menyediakan itu semua dengan baik, meskipun supplier itu dari luar grup harus bisa diterima dengan cepat tanpa menunggu instruksi dari jepang (head quarter). selain itu, ketegasan pimpinan dalam menerapkan policy perusahaan dalam semua aspek juga dituntut untuk ditegakkan. sebagai contoh adalah jangan segan-segan melakukan rolling pegawai, yang berfungsi untuk lebih memeratakan kemampuan dan transfer knowledge di antara pegawai. begitu juga dalam kasus penjualan, pimpinan harus bisa menentukan sikap untuk bisa menjual produk kepada pihak luar group sepanjang harganya kompetitif. kedua, kompetensi manajemen. manajemen dituntut harus bisa dengan cepat belajar terhadap perubahan baru dan juga dituntut untuk dapat membaca indikator-indikator ekonomi dan teknis. sebagai contoh, manajemen harus dapat mempelajari indikator siklus produksi sehingga dapat menentukan sikap kapan harus meng-order bahan baku, kapan harus mengoptimalisasikan jam kerja mesin, dan juga overhead cost per satuan produk. semua ini ada indikatornya seperti perputaran inventory, perputaran piutang, efisiensi aset dalam menghasilkan laba, aktivitas-aktivitas cash flow mulai dari aktivitas operasional, aktivitas investasi, dan aktivitas pendanaan, dan lain sebagainya. semua jajaran manajemen harus peka teradap indicator-indikator tersebut. jika tidak mengerti haruslah belajar dengan cepat, tidak boleh malas atau menunda untuk belajar. mengejar kekurangan tersebut bisa didapat dari para ahli maupun belajar dari literatur-literatur yang ada. ketiga, internal control keuangan. wibawa manajemen amatlah dituntut dalam mengimplementasikan internal control. manajemen tidak boleh membuka peluang bagi karyawan untuk melakukan kecurangan (commit fraud). salah satu contohnya adalah manajemen haruslah tanpa segan-segan memisahkan jabatan dalam struktur organisasi, juga menerapkan sistem rolling. khususnya dalam sistem rolling, ada beberapa manfaat yang dapat diperoleh seperti semua pegawai akan mampu mengerjakan semua lini aktivitas perusahaan. jadi, kalau ada karyawan yang berhalangan hadir dapat digantikan oleh yang lainnya. rolling juga memberikan efek malu jika seseorang atau kelompok akan melakukan kecurangan, mereka akan kuatir kalau kecurangannya tersebut akan diketahui dengan cepat, dengan alasan pegawai yang dulu tidak pernah melakukan kegiatan seperti itu (kecurangan). contoh yang kurang baik adalah manajer purchasing, dari pertama masuk jadi pegawai di pt ibf sampai pension, tetap di bagian purchasing. hal ini amatlah membuka peluang bagi orang tersebut untuk berkonspirasi dengan supplier. keempat, simplifying/downsizing. perlakuan simplifying yang bertujuan untuk efisiensi tidak boleh dilakukan dengan asal memangkas jumlah karyawan, tapi harus melihat mana karyawan yang berpotensi dengan yang tidak sebab karyawan yang berpotensi merupakan aset perusahaan yang sulit mendapatkan gantinya dengan cepat. kelima, operasional mesin. operasional mesin harus juga diperhatikan, jangan sampai mesin yang berkapasitas 11.000 ton mengolah biji plastik per tahun, tapi hanya digunakan untuk mengolah 8.000 ton saja. dengan demikian, energi yang telah terbuang selama setahun sebesar 3.000 ton. dengan demikian, harga pokok per satuan produk menjadi lebih tinggi. juga faktor yield produk harus diperhatikan. tidak boleh terjadi waste produk terlalu besar, yang hanya dapat dijual dengan harga murah. selama ini keadaan yang ada adalah waste produk masih tinggi, namun sikap manajemen kurang tegas terhadap hal ini. disinyalir bagian produksi berkorporasi dengan para penadah produk waste di sekitar pabrik. risk based internal auditing.....(choirul anwar) 97 keenam, kompetitor. risiko kompetitor susah untuk diatasi. salah satu cara yang bisa diusulkan adalah membentuk suatu asosiasi sesama industri sejenis sehingga harga jual dan perolehan bahan baku bisa dimusyawarahkan bersama. apabila kompetitor di luar negeri, maka bisa dilakukan dengan mengadakan agreement penjualan bersama. menghadapi risiko kompetitor, sesuatu yang bisa dikendalikan oleh manajemen adalah menciptakan efisiensi operasional perusahaan seoptimal mungkin. ketujuh, ketersediaan modal/dana. akumulasi kerugian yang melanda bertahun-tahun mulai tahun 1996, semenjak berdirinya pt ibf amatlah sulit bagi manajemen untuk tidak berhubungan dengan pendanaan luar. harapan bisa mencukupi dana dari kemampuan sendiri melalui aktivitas operasi dari cash flow sangatlah sulit. untuk itu, hubungan dengan pendana luar harus baik. namun, risiko yang ditimbulkan atas pendanaan luar juga harus diperhitungkan dengan baik seperti faktor bunga. untuk mengurangi ketergantungan kepada pihak luar, manajemen haruslah menciptakan cash in dengan sebanyak-banyaknya dari aktivitas operasional untuk masa mendatang. kedelapan, oil price. risiko melonjaknya harga minyak dunia merupakan di luar jangkauan dari kemampuan manajemen. salah satu cara untuk mengatasi hal itu adalah diciptakannya sumber energy, semisal dari batu bara atau bio diesel. dengan adanya energi alternatif ini, perusahaan tidak akan selalu khawatir dengan tidak stabilnya harga minyak dunia. namun, energi alternatif ini juga harus perlu mendpat perhatian pengadaannya sebab energi alternatif lain akan memerlukan investasi tambahan yang harus diintegrasikan dengan konstruksi mesin-mesin yanga ada. monitoring dan review amatlah diperlukan dalam penerapan risk based audit berdasarkan pada manfaat pengenalan diri sendiri melalui erm. proses monitoring ini bertujuan apakah risikorisiko yang sudah ditentukan dan upaya cara untuk meminimalisasikannya telah efektif dan efisien atau tidak. dengan adanya identifikasi risiko tersebut, apakah profit bisa dicapai sesuai dengan yang sudah di-budget kan apa belum. kalau belum, maka haruslah lebih serius lagi untuk melaksanakan treatment terhadap risiko tersebut. proses monitoring dan review ini, dapat dilaksanakan dalam sistem quarter, semester, dan tahunan. hasil monitoring ini harus dirapatkan antar manajemen sehingga integrasi solusi permasalahan dapat dilaksanakan secara komprehensif di lingkungan perusahaan. simpulan pada bagian akhir dari penulisan ini, penulis berusaha menyimpulkan apa yang ada dalam kenyataan operasional perusahaan pt ibf. dalam operasionalnya, pt ibf berusaha mengatur pengendalian internal secara efisien dan mantap. untuk itu diperlukan suatu alat bantu atau tools dalam pelaksanaan hal tersebut. pt ibf dalam usahanya melaksanakan internal control berusaha mengadopsi sistem pengenalan dan pengendalian risiko berdasarkan the australian/new zealand standard in risk management (az/nzs 4360), yaitu suatu konsep dalam pengenalan dan me-manage risiko yang ada, yang umumnya disebut enterprise risk management (erm). pengenalan atas erm ini saja tidaklah cukup kalau hanya dilakukan atau digunakan sebagai teori semata. tanpa ada pengimplementasiannya di dunia nyata operasional perusahaan. untuk itu, sebagai kegiatan monitoring, agar supaya proses pengendalian internal control berjalan dengan baik, manajemen perusahaan mendirikan suatu departemen khusus, yaitu department business audit yang dalam tugasnya mengemban memonitor internal control perusahaan, dengan menjunjung tinggi mental independensi demi tercapainya tujuan perusahaan. pelaksanaan the australian/new zealand standard in risk management (az/nzs 4360) sudahlah kompleks, yang mana di dalam teori ini telah terjadi adanya penggabungan tujuan yang juga membantu tujuan utama dari risk based internal auditing. dilihat dari satu per satu step pada standar ini, yang dimulai dari establish context, identify risk, analysze/quantity risk, integrate risk, 98 journal the winners, vol. 10 no. 2, september 2009: 89-99 assess/priority risk, treat/ exploit risk, monitoring, dan review telah menunjukkan praktik dalam implementasi risk based inernal auditing, di mana perlu analisis proses mulai pengenalan masalah yang ada, identifikasi tipe-tipe risiko yang ada, perhitungan risiko dan audit risiko, proses pengendalian risiko serta pentingnya pelaporan risiko. secara keseluruhan, pt ibf telah berhasil dengan baik mengenali kemungkinan risiko yang ada di dalam operasinal usahanya. namun, masih ada juga celah-celah kelemahan yang ada yang harus dianalisis dan di-follow up lebih lanjut oleh manajemen. celah-celah kelemahan yang harus segera dikendalikan tersebut adalah sebagai berikut. pertama, independensi dari department business audit. menurut pengamatan penulis, independensi business audit masih belum maksimal. hal ini yang menjadikan bahan pertanyaan penulis, apa penyebab terjadinya hal tersebut. apakah solider antar teman yang begitu kuat sehingga business audit merasa enggan untuk melaporkan keadaan yang ada di lapangan, atau apakah ada rasa tekanan dan ancaman. hal ini mengingat bahwa business audit melalui wawancara dengan penulis telah memaparkan risiko-risiko yang ada dan bagaimana cara mengatasinya. namun, masih banyaknya kekurangan yang ditemui penulis seperti lemahnya internal control pengeluaran keuangan. untuk itu, perlu adanya training dan pemahaman pentingnya kerjasama, tapi dalam hal yang positif untuk memacu kinerja perusahaan. peran dari pimpinan puncak perusahaan sangatlah diperlukan dalam hal ini seperti peran dewan direksi maupun manajer personalia. kedua, pelaporan. seperti yang diutarakan penulis sebelumnya bahwa pelaporan adalah memegang penting dari pelaksanaan rbia. namun, yang penulis temui di perusahaan ini adalah pelaporan sifatnya hanya penyajian data semata, bukannya bersifat kesimpulan yang didukung dengan kenyataan data yang ada. dengan demikian, masih seringkali dijumpainya kenyataan yang ditemui penulis bahwa kejadian dan risiko yang ada dibiarkan begitu saja, tanpa ada tindak lanjut untuk mengatasinya. dalam hal ini, penulis menggarisbawahi bahwa lemahnya pelaporan dapat menyesatkan informasi yang masuk ke penentu keputusan sehingga permasalahan yang seharusnya ditindaklanjuti dengan baik, maka tidak mendapatkan penanganan atau tidak ditindaklanjuti sama sekali. untuk itu, perlu ditingkatkan kualitas pelaporan dari hasil temuan, analisis, dan saran-saran perbaikan yang harus dilakukan. ketiga, human resources business audit. business audit memegang peranan penting dalam pelaksanaan erm dan rbia. untuk itu, diperlukan personalia yang handal dan tajam dalam menganalisis keseluruhan operasional perusahaan. namun, yang penulis dapati bahwa personal di business audit department belumlah mempunyai kualitas yang diingingkan, atau dalam artian kemampuan personel di business audit masih setaraf dengan kemampuan klerikal yang hanya mempunyai kemampuan menyajikan data mentah, tanpa ada analisis yang baik dan benar. untuk itu, penulis perlu menyarankan supaya personel dalam business audit perlu mendapatkan training yang lebih memadai, terutama dalam menganalisis risiko-risiko perusahaan dan bagaimana cara melaporkannya dengan baik kepada pihak-pihaak penentu keputusan di pt ibf. demikianlah akhir dari penelitian ini, yang bertemakan “bagaimana implementasi pelaksanaan rbia”. pelaksanaan rbia tentunya juga didasari atau ditunjang oleh hal-hal lain seperti pengenalan dan cara manajemen risiko yang baik (erm), praktik internal control dan internal audit yang baik, yang telah memenuhi standar yang diakui atau dianggap wajar oleh pengguna informasi perusahaan atau para stakeholder yang mempunyai kepentingan atas operasional perusahaan. risk based internal auditing.....(choirul anwar) 99 daftar pustaka barton, t.l., shenkir, w.g., and walker, p.l.. (2002). making enterprise risk management pay off: how leading companies implement risk management, fei research foundation & prentice hall ft. bell, c., blackburn, s., and chambers, a. (2004). internal audit service, cch. belmont, d.p. (2004). adjusted performance measurement, cfa. wiley finance. bowden, a.r., lane, m.r., and martin, j.h. (2001). triple bottom line risk management: enhancing profit, environmental performance, and community benefits, usa: john wiley & sons, inc. dallas, g. (2004). governance and risk: an analytical handbook for investor, managers, directors, stakeholders, usa: mc graw-hill. dembo, r.s., and freeman, a. (1998). the rules of risk: a guide for investors, usa: john wilwy & sons, inc. lam, j. (2003). enterprise risk management: from incentives to controls, wiley finance. mccarthy, m.p., and flynn, t.p. (2003). risk: from the ceo and board perspective, usa: mcgraw hill. pickford, j. (2001). mastering risk: concepts, volume 1, prentice hall-financial times. shimell, p. (2002). the universe of risk: how top business leaders control risk and achieve success, prentice hall-financial times. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 107 the winners, 21(2), september 2020, 107-112 doi: 10.21512/tw.v21i2.6777 social unrest of betawi’s traditional arts and culture performers during covid-19 pandemic iwan henry wardhana1*; renny nurhasana2 1,2school of strategic and global studies, universitas indonesia jl. salemba raya no. 4, jakarta 10430, indonesia 1iwanhwardhana3@gmail.com; 2rennynurhasana@yahoo.com received: 28th october 2020/ revised: 23rd november 2020/ accepted: 25th november 2020 how to cite: wardhana, i. h., & nurhasana, r. (2020). social unrest of betawi’s traditional arts and culture performers during covid-19 pandemic. the winners, 21(2), 107-112. https://doi.org/10.21512/tw.v21i2.6777 abstract the covid-19 pandemic quarantine had caused social unrest in many sectors of society due to sudden downturn of economic activities as well as severe decrease of income. the research aimed to reduce social unrest among betawi’s traditional arts and culture performers, prevent unrest from rising to a greater level and preserve betawi’s traditional arts and culture in jakarta. the social unrest data were collected by jakarta capital city government, through jakarta culture office via an intensive interview with betawi’s traditional arts and culture figures. the results of the interviews were identified and used as the basis for formulating policies that could reduce social unrest in the betawi arts and cultural performers. the results show that betawi’s traditional art and culture performers' unrest can be overcome and prevented from escalating to the next level. keywords: betawi traditional arts, culture performers, social unrest i. introduction the covid-19 pandemic has led many people to reduce gathering outside their homes. the imposition of social restrictions and territorial quarantine has caused social unrest in many sectors of society. the social unrest occurs since the economic activities have stopped or decreased suddenly which results in drastic income decreases. (domínguez, terceño & báez, 2019). the betawi’s traditional arts and culture performers which are under the auspices of the jakarta culture office experience social unrest. betawi’s traditional arts and cultural activities have to be stopped during the pandemic and it resulted in the declining income of the performers. the jakarta capital city government, through the jakarta culture office, has taken some steps to prevent the escalation of the social unrest. through data processing obtained from intensive communication with the betawi’s traditional arts and culture performers, the jakarta culture office took anticipatory steps to prevent social unrest from developing into action. the level of social unrest begins with disappointment to a policy experienced by the community. these disillusioned performers move to the next level of organizing themselves to make their disappointment more audible. if the policymakers have not reacted to their disappointment at this level, then they will mobilize and eventually go to the highest level of taking action. (jovanovic, renn & schroter, 2019). previous research on pandemic situations has always focused on how to manage public health so as not to become infected. the research tries to manage the social side of the community that is affected not from the health concern but from the economic and social activities. one form of managing the impact of the economy and social activities is through measurable management of public policies. the jakarta capital city government, through the jakarta culture office, which manages the betawi’s traditional arts and cultural performers, is studying this social unrest and making a series of public policies that will prevent this social unrest from escalating. public policymaking is the formulation of a dynamic, complex, and interactive system in which public problems are identified and resolved by creating new public policies or by reforming existing public policies. public problems can start anywhere, so this matter requires different policies at the local, national, or international levels. public problems that affect public policymaking can be economic, social, or political (sharkansky & hofferbert, 2018). in the research, jakarta capital city 108 the winners, vol. 21 no. 2 september 2020, 107-112 government, through the jakarta cultural office, collects data through intensive communication in the form of in-depth interviews with betawi’s traditional arts and culture figures to find out their unrest during the covid-19 pandemic. the results of the interviews are identified and used as the basis for formulating policies that could reduce social unrest in betawi’s traditional arts and cultural performers. the formulation of the policy can be a new policy or a renewed old policy. the policy is economic, social, and cultural within the scope of betawi’s traditional arts and cultural performers. the policy will later reduce the level of social unrest and prevent social unrest from escalating to a greater level. preventing social unrest from moving to a greater level means preventing greater handling costs that have to be carried out at a larger level (jovanovic et al., 2019). public policy is a series of activities carried out by the government to change their economy and society. in this case, the jakarta capital city government is trying to manage public policy during the covid-19 pandemic to change the economic decline in betawi’s traditional arts and cultural performers. the research is carried out to reduce social unrest among betawi’s traditional arts and culture performers, prevent unrest from rising to a greater level and preserve betawi’s traditional arts and culture in jakarta. it is in accordance with governor regulation no. 229 of 2016 concerning the implementation of betawi cultural preservation. the decrease in arts and cultural activities resulting in a drastic decrease in income has forced betawi’s traditional arts and culture performers to undertake other economic activities. if this goes on for a long time, a decrease in interest in the preservation of betawi’s traditional arts and culture can occur. ii. methods sustainability is an important concept in entrepreneurial crisis management which describes the organization's ability to continue to function throughout disruptive events (doern, williams & vorley, 2019). besides, the conceptual aspect of sustainability also identifies which resources are affected by the crisis to be addressed during the crisis (williams et al., 2017). crisis management is one of the utmost importance during the covid-19 crisis to promote sustainability. crisis management is used to minimize the impact of a crisis and, if done well, it can quickly restore the functioning of an organization suffering from the effects of disruption or weakening of a system (williams et al., 2017). researchers seek to identify steps that gradually lead to social unrest (jovanovic et al., 2019). the research is to investigate which interventions or actions tend to increase or decrease social anxiety. the intervention can be a trigger to go up to a higher level or to fall to a lower level. dropping to a lower level does not mean that the risk of social unrest will go away, but the possibility of escalation to a higher level is reduced. however, there is still the possibility that new events or decisions could re-enact the escalation process (holdo & bengtsson, 2020). dissatisfied with their situation due to the need for solution, people will engage in public on an issue of social unrest. dissatisfaction can arise for physical, social, or psychological reasons. if someone feels dissatisfied with a policy, that dissatisfaction tends to be displayed in a public arena. such activities can be carried out spontaneously without communication for plans with others having similar experiences. this community group is the performers of betawi’s traditional arts and culture in jakarta who are being affected by the policy of social restrictions and territorial quarantine. to identify their social unrest, the jakarta culture office collects data through interviews with these performers. most of the policy initiatives are taken to protect the economy during the covid-19 crisis by targeting established groups to protect jobs and the continuation of their economic activities (kuckertz et al., 2020). an interview is a meeting between two people to exchange information and ideas through question and answer so that meaning can be constructed in a particular topic (jovanovic et al., 2019). the interview is also a tool to double-check or prove information or information previously obtained and is also a direct communication technique between researchers and respondents. the interview is a qualitative research technique that allows for interpersonal discussions. this will increase insight into the thoughts, feelings, and behavior of both the interviewer and the interviewee. interviews are usually conducted to reveal important phenomena or issues. the structure of the interview can range from unstructured to structured. qualitative research generally uses unstructured or semi-structured interviews (jovanovic et al., 2019). unstructured interviews start with general questions in a wide area of research. the interview is usually followed by a keyword, agenda or a list of topics to be covered in the interview. however, none of the questions are predetermined except in very preliminary interviews. semi-structured interviews start with the issues covered in the interview guide. an interview guide is not as timetable as in quantitative research. the question sequence is not the same for each participant depending on the interview process and the answers of each individual. robinson (2000) states that in-depth, formal open interviews are the mainstream of qualitative research. a formal qualitative interview is an unstructured conversation to prioritize recording and transcribe verbatim (word for word) data, and the use of an interview guide instead of a rigid set of questions. the interview guide consists of a set of general questions or a topic chart and is used at the start of the meeting to provide structure. the general rule in qualitative interviews is not to impose an agenda or 109social unrest of betawi’s traditional..... (iwan henry wardhana; renny nurhasana) framework on participants, rather the purpose of this interview is to follow the wishes of the participants. the use of this format is to capture participants' perspectives following the research objectives (mei, 2020). according to moleong (2017) in-depth interviews are a process of digging deep, open, and free information with problems and research focus and directed at the research center. in this case, the in-depth interview method is carried out with a list of questions that have been prepared in advance. the general purpose of in-depth interviews is to dig deeper into the general habits of the group being the research target and the reasons behind them. it is possible because indepth interviews are flexible so that researchers can ask further questions. the interview is part of a qualitative method, in which there is an in-depth interview technique. it is the process of obtaining information for research purposes using face-to-face question and answer between the interviewer and the respondent, with or without using an interview guide where the interviewer and informants are involved in a relatively long social life. the special feature or peculiarity of this in-depth interview is its involvement in the respondent’s life. in in-depth interviews, information is extracted in-depth on a predetermined topic (based on the purpose of the interview) using open questions. the excavation was carried out to find out their opinion based on the respondents' perspective in looking at a problem. the interview technique is carried out by an interviewer by interviewing one person face to face. (walensky & del rio, 2020) the researchers invite the figures from betawi’s traditional arts and culture performers to have an in-depth conversation about the situation in betawi’s traditional arts and culture performers in exhibiting their traditional cultural arts performances in covid-19 pandemic. the benefits of conducting in-depth interviews are: (1) the discussion topic of the issues asked can be complex or very sensitive; (2) complete and indepth information about the respondent's attitudes, knowledge, and views of the problem can be obtained properly; (3) anyone can get the opportunity to be interviewed but based on the purpose of the research.; (4) respondents can freely answer the questions asked without pressure from others or embarrassment in expressing their opinions; (5) interviews can use guidelines or without using guidelines. if guidelines are used, the flow of questions that have been made does not have to be done in order but depends on the needs of the field. an in-depth interview is a focused discussion between the researcher and the respondent regarding the research issues. in the discussion, the researcher must be able to control himself, so that he does not stray far from the subject matter. the type of question used in the in-depth interview technique is an open question. compared to closed questions, the open question has some advantages such as, for example, allowing various answers to be obtained according to the respondent's thinking. therefore, in conducting indepth interviews, the questions cannot be formulated with certainty in advance, but these questions will depend a lot on the ability and experience of the researcher to develop follow-up questions based on the respondent's answers. iii. results and discussions the interview consists of three stages. the first stage is the introduction to build a trusting relationship. the second stage is the most important because useful data will be obtained. the final stage is to draw summary of participant responses and confirmation or any additional information. the first betawi’s traditional arts figure is ridwan saidi, a former member of the people's representative council and a betawi cultural observer who is a graduate of the faculty of social and political sciences (fisip), university of indonesia. he became a member of the people's representative council through the united development party (ppp) in 1977-1987. as a betawi cultural observer, ridwan is heavily involved in cultural preservation activities as well as writing books about the betawi people. the second traditional arts figure is atien kisam, a betawi artist who has worked in the world of traditional betawi’s traditional art and culture for a long time. on the sidelines of his busy life, the man who was born with the name muhammad supriyatin is active as a teacher of traditional betawi dance called tari topeng betawi. the third betawi’s traditional art figure is jj rizal, a historian, writer, and founder of the bamboo community publishing which has published many books on the themes of history, culture, and humanities. he studied at the department of history at the faculty of letters, university of indonesia and graduated in 1998. he received a cultural award from the governor of dki jakarta in 2009. his writing about junghuhn in national geographic indonesia was voted “the best international 2010” by national geographic international magazine. all the betawi’s traditional art and culture figures are invited to have an interview individually in jakarta culture office. the interview is a formal lunch invitation starting from 10:00 am to 15:00 am and it has a one-hour lunch break. four main questions would be asked to the interviewee in an unstructured in-depth interview in random order depending on the flow of the conversation carried by the interviewers. the four main questions are to seek: (1) the interviewee’s opinion on the jakarta capital city government policy on the covid-19 situation; (2) how the policy gives impact to betawi’s art and culture performers; (3) how the performers handle the situation; (4) the interviewee's expectation of jakarta culture office. the interview would be voicerecorded, and the interviewees are not aware of the objectives of the interview. ridwan saidi, atien kisam, and jj rizal point out that the imposition of social restrictions and 110 the winners, vol. 21 no. 2 september 2020, 107-112 territorial quarantine that has caused social unrest in the betawi arts and culture performers in jakarta. the social restriction and territorial quarantine have made the betawi’s traditional art and cultural exhibition is prohibited, which leads to the income decline to the performers. however, social restriction and territorial quarantine are the proper policies that must be taken by the jakarta city government to tackle the spread of covid-19. they also think that since the people should make a social restriction and territorial quarantine, the performers encounter a sudden prohibition for their art and culture performances and a sudden decrease in demand for performances. this is more than a pandemic problem as the consequences deliver an economical, social, and cultural obstruction to the performers. therefore, social restriction and territorial quarantine should be accompanied by a new policy that provides supporting facilities for betawi’s traditional art and culture performers. ridwan saidi, atien kisam, and jj rizal have different points in exposing the supporting facilities needed by betawi’s art and culture performers. ridwan saidi says that some of the performers may have another source of income by becoming a temporary ojek (taxi bike) driver but this line of business also experiences a decrease in demand. some others rely on the room-renting business that also experiences a decrease in demand. it is happening not only to the betawi’s art and culture performers, but also to all people in jakarta, which need assistance from the government. however, as the performers have the jakarta culture office as a stakeholder for the preservation of betawi culture, it is only natural for them to ask for support from the jakarta culture office. the assistance would be on fundraising to support the economy of the betawi’s traditional art and culture performers during this social restriction and territorial quarantine. atien kisam says that many betawi’s traditional art and culture performers should practice their skills despite no demand for their performance. in this case, they need to do virtual practice with other performers through an online application or in an actual rehearsal room with certain health protocols. atien kisam proposes an idea that jakarta culture office can provide the facilities for organizing either virtual or actual practice for betawi’s traditional art and culture performances. when this is facilitated, the greater action may come to follow, such as a virtual performance through an online application with an admission ticket or actual performance with a certain health protocol applied. jj rizal exposes how betawi’s traditional art and culture performers could make a charity performance on local television. the charity performance would be weekly until the policy of social restriction and territorial quarantine is lifted. the viewers could donate to a certain bank account that is mentioned by the local television. these weekly performances are then resonated through social media of betawi’s celebrities. the performances is considered be easier with the assistance of jakarta culture office in providing the networking to the local television and social media of betawi’s celebrities. from the answers of betawi’s figures, it can be identified that the policy of social restriction and regional quarantine is the right policy in dealing with the spread of covid-19 in jakarta. the policy causes social unrest in the community, including betawi’s traditional arts and culture performers. to anticipate social unrest from this policy, new or updated policies are needed to be adapted by the performers. in introducing policies to anticipate social unrest, comprehensive socialization is needed both from policymakers and policy recipients. overall dissemination to policymakers is carried out as a process of formulating steps to be taken to policy recipients. it is like a planning consolidation that will keep a plan going. policymakers will carry out socialization to policy recipients by implementing the steps that have been formulated. based on the in-depth interview, jakarta culture office will formulate several policies to accommodate the unrest factors in betawi’s traditional art and culture performers during the covid-19 pandemic. the formulation begins from the classification of the four questions from the interview. each question would lead the researcher to acknowledge the situation better so the policy would be more accurate to the needs of betawi’s traditional art and culture performers. public policy is what the government wants to do to achieve certain goals. this means that a mere statement of intention, desire, principle, or expression of desire cannot be called a public policy. public policies must mean allocating tangible resources through projects and programs designed to respond to public problems and challenges that require solutions in the form of government action. this means that there is a real pattern of resource allocation from projects and programs designed to respond to public demands, in this case, betawi’s arts and culture performers. the first question gives feedback on how the policy of social restriction and territorial quarantine is the right decision to tackle the spread of covid-19. however, the policy would make an impact on the social, economic, and cultural life of the people especially the betawi’s traditional art and culture performers. this impact needs to be handled by making a new, or modify, policy to accommodate the needs of betawi’s traditional art and culture performers. all performers accept the social restriction and territorial quarantine but expect more assistance from jakarta culture office on the consequences. the researchers also learn the condition of betawi’s traditional art and culture performers in dealing with the covid-19 situation through the second and third questions. the performers need assistance at once to escape the consequences of social restriction and territorial quarantine. the sudden decline of income and the suddenly alter profession may lead to a new level of stress. this does not include 111social unrest of betawi’s traditional..... (iwan henry wardhana; renny nurhasana) the decline in interest in the preservation of betawi’s traditional arts and culture because they have to carry out other activities to fulfill their daily needs. from the fourth question, the researchers learn that betawi’s traditional art and culture performers need assistance on the fundraising, virtual and actual practicing as well as performance. the fundraising would be started by making a list of betawi’s traditional art and culture performers in jakarta. the list is created by inquiring the performers to input their data on a certain link in a time. the list is then checked by the local district head to make sure that the validation of the data obtained. all names on the list that has been validated would receive a certain amount of fund every month. from the four questions, it is acknowledged that the unrest has been formed and it need to be solved before it can escalate to the next level. the unrest lies on the economic and art performance aspects. it means the policy has to be created to accommodate the economic and art performance aspects to prevent the escalation of the unrest. the policy should include fundraising, virtual and actual practices and performances. virtual training is carried out through an online application on an individual device owned by each trainee and trainer of betawi’s traditional arts and cultural activities. each trainer and trainee are in their respective residences with their respective devices to meet via online application. meanwhile, the actual training is carried out in a large room or open space with strict health protocols. trainees and trainers come to a designated place to do the exercise. the place specified can be a closed or open space. the length of both practices is determined by the trainers and the performances’ needs. betawi’s traditional art and culture performers are given information knowledge about virtual practices which include introduction of the online tools and devices, how to use the tool and devices, and the provision of excellent internet connection to them. the training will be held in their local district starting from how to use the tool and devices to make virtual practices. they will receive monthly internet connection quotas to support the virtual activities. the length of the virtual practices would be at the decision of the show director. after that, they will conduct three actual practices prior their performance. the actual practice would be done in a large room with a strict health protocol. virtual performance is the performance of a betawi’s traditional art and culture through an online application or local television. the performance is recorded in a video and then broadcast on an online application or local television. video recording for virtual performance takes place in a certain closed or open place with strict health protocols and without audience. the actual performance is the performance of betawi’s traditional art and culture in a closed room or open space in the presence of the audience. the committee, participants, and audiences who attend will go through strict health protocols. audiences' seating and player positions are tailored to accommodate health protocols. the number of audiences who attend is limited and the performance could take place within a few days of the performances. after they have done their virtual and actual practices, they have to perform. the actual performance would be held in a large room or an open room like an amphitheater with an audience in a strict health protocol. the actual performance would be a charity show or a free show depending on the situation. meanwhile in virtual performance, the performers are doing the show in a large room with a strict health protocol without the audience, which will be broadcast live or recorded at the jakarta culture office website or social media platform, or on local television. the virtual performance would be a charity show or a free show depending on the situation. the performers will be paid by jakarta culture office, and the charity will be funneled to the performers. iv. conclusions the public policy reflects the demands of the masses and the values of the executive elite. the public policy change will be incremental rather than revolutionary. gradual change allows a response to events that threaten the social system, with minimum system change or dislocation. the assumption presupposes that if the government is committed to serving the interests of the masses, it must do something to reduce elite excess. this can be done by adopting a participatory approach to policymaking, involving all key stakeholders, thereby reducing undue manipulation of elites. evidence-based policymaking has never been this big. increased data availability, investment in research, and a greater public focus have given policymakers a broader ability to determine whether the public investment achieves the desired results based on information in evaluating social costs and benefits. evidence-based policies and practices can lead to better use of taxpayers' money and better outcomes for children, adults, and families. evidence-based policymaking can take many forms, such as using research findings to inform new policies or improve the effectiveness of existing programs, supporting data collection and analysis for research and management, developing policies that encourage the use of evidence, and so forth. it is most applied to social service and humanitarian programs, but a variety of government programs can benefit from gathering data and using evidence. evidence-based policies have encouraged careful analysis of service programs and policy selection to improve the quality of decision making. careful research findings are useful and necessary input for policymakers in considering policy sustainability through program development and review. 112 the winners, vol. 21 no. 2 september 2020, 107-112 an in-depth interview is a great tool in creating an accurate policy to anticipate the unrest of betawi’s traditional art and culture performers. policies must be very accurate to prevent social unrest from escalating to higher levels and becoming more difficult to handle. a good policy is a research-based policy, where policymakers collect accurate data about social unrest in their environment. based on the in-depth interviews, researchers make policies that can accommodate the performers’ unrest. by carrying out evidence-based policies regarding social unrest that arising in betawi’s traditional art and culture performers, public policies can be decided by accommodating their wishes. it makes the performers feel their existence is wellpreserved. in the end, the performers will also pay more attention to the preservation of betawi’s traditional arts and culture in jakarta. the performers’ unrest can be overcome and prevented from escalating to the next level. the research is the beginning of a research-based policy culture among the policymakers. the research is the beginning of a research-based policy culture among the policymakers. the research-based policy will not end here as new unrest will emerge, and anticipation at the lowest level must be done immediately to prevent the unrest from escalating. not to mention in-depth interviews should always be conducted when new social unrest occurs. references doern, r., williams, n., & vorley, t. 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(2017). organizational response to adversity: fusing crisis management and resilience research streams. academy of management annals, 11(2), 733-769, https://doi.org/10.5465/ annals.2015.0134. microsoft word 08_safitri_setting 82 journal the winners, vol. 12 no. 1, maret 2011: 82-96 analisis persediaan beras nasional dalam memenuhi kebutuhan beras nasional pada perusahaan umum bulog safitri wijayanti1; sevenpri candra2; haryadi sarjono3 1,2,3 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 sevenpri@gmail.com; haryadisarjono@yahoo.com abstract research showed that during 1998 to 2006, the minimum inventory needs of national rice is less than the expected inventory needs of national rice. inventory trend is almost decreasing because of the quantum transmission inventory is beyond over of inventory increasing internal nation to the inventory of national rice decreasing. partially, internal inventory affects the positive income towards national rice inventory; rice import has no effect towards the inventory of national rice; rice transmission is affected towards national rice inventory. this thing shows that rice inventory controlling in perum bulog must pay attention to internal rice procurement circumstances. on the other hand, importing rice is only as complement and done if needed. the rice inventory has negative influence towards price in producer level. this shows that internal procurement procedure needs to be changed. keywords: national rice inventory, perum bulog, rice price abstrak hasil penelitian menunjukkan bahwa selama tahun 1998 sampai dengan tahun 2006 kebutuhan persediaan minimum beras nasional lebih kecil dari persediaan beras nasional atau selalu dapat terpenuhi. trend persediaaan cenderung menurun disebabkan oleh peningkatan kuantum penyalurannya melebihi peningkatan pengadaan dalam negeri sehingga persediaan beras nasional menurun. secara parsial pengadaan dalam negeri berpengaruh positif terhadap persediaan beras nasional; impor beras tidak berpengaruh terhadap persediaan beras nasional; penyaluran beras berpengaruh positif terhadap persedian beras nasional; hal ini menunjukan bahwa pengelolaan persediaan beras pada perum bulog harus memperhatikan kondisi pengadaan dalam negeri dan penyaluran beras, sedangkan impor beras hanya sebagai komplemen dan jika terpaksa dilakukan. persediaan beras berpengaruh negatif terhadap harga di tingkat produsen, hal ini menunjukkan bahwa pelaksanaan pengadaan dalam negeri perlu disempurnakan. kata kunci: persediaan beras nasional, perum bulog, harga beras analisis persediaan.... (safitri wijayanti; dkk) 83 pendahuluan latar belakang masalah pengelolaan persediaan beras yang baik penting dilakukan untuk menunjang upaya pemenuhan kebutuhan akan beras sebagai makanan pokok masyarakat. kecukupan persediaan beras dapat mendorong terciptanya stabilitas pangan sehingga memperlancar pemenuhan kebutuhan pangan beras. perusahaan umum badan urusan logistik atau biasa dikenal dengan sebutan perum bulog merupakan sebuah lembaga pangan di indonesia yang mengurusi tata niaga beras. perum bulog yang beroperasi berdasarkan keputusan presiden (kepres) mengadakan persediaan pangan yang dibutuhkan untuk memenuhi kebutuhan masyarakat indonesia dan meciptakan stabilitas harga beras (kajian pendanaan stok beras nasional). beras yang merupakan makanan pokok masyarakat indonesia mendorong perum bulog ikut serta berupaya memenuhi kebutuhan akan beras ini bersama dengan pihak lain. agar tujuan pemenuhan beras dapat dicapai maka diperlukan perencanaan dan manajemen persediaan yang terstruktur dan terorganisasi agar persediaan yang dilakukan dapat memenuhi kebutuhan beras nasional. untuk menentukan kebutuhan nasional akan beras diperlukan manajemen yang baik dan peramalan dalam merencanakan persediaan pangan yang dapat memenuhi kebutuhan masyarakat dimasa mendatang sehingga persediaan yang dilakukan dapat susuai dengan kebutuhan beras nasional. persediaan kebutuhan beras nasional diperoleh dengan membeli gabah atau padi atau beras ataupun dengan mengadakan impor dengan mengikuti standar yang diberikan oleh pemerintah (kajian pendanaan stok beras nasional). oleh karena itu, penting dilakukan penelitian tentang manajemen persediaan untuk mengetahui bagaimana perusahaan umum bulog memenuhi kebutuhan beras nasional, bagaimana perkembangan persediaan beras nasional, faktor-faktor apakah yang berpengaruh terhadap persediaan beras nasional, dan apakah persediaan beras nasional mampu mempengaruhi harga beras nasional. dengan demikian masalah pokok penelitian adalah: faktor-faktor apa saja yang secara significant berpengaruh terhadap persediaan beras nasional secara rinci masalah penelitian adalah: (1) apakah perum bulog dapat memenuhi kebutuhan persediaan minimum beras nasional; (2) bagaimana perkembangan (trend) persediaan beras nasional; (3) faktor-faktor apakah yang berpengaruh terhadap persediaan beras nasional; (4) apakah persediaan beras nasional berpengaruh terhadap harga beras nasional. landasan teori pengertian persediaan setiap perusahaan memerlukan persediaan untuk keperluan kegiatan perusahaan. berikut ini terdapat beberapa pengertian persediaan yaitu: (1) pengertian persediaan (inventory), menurut yustianti, haming & nurjanamuddin (2007), adalah sumber daya ekonomi fisik yang perlu diadakan dan dipelihara untuk menunjang kelancaran produksi, meliputi barang baku (raw material), produk jadi (finish product), komponen rakitan (component), bahan pembantu (substance material), dan barang sedang dalam proses pengerjaan (working in process inventory); (2) pengawasan dan pemeliharaan persediaan adalah masalah biasa dalam semua organisasi di setiap sektor ekonomi. masalah persediaan tidak hanya terbatas pada perusahaan pencari keuntungan saja tetapi juga dialami oleh organisasi sosial maupun perusahaan non profit oriented (yamit, 2005). persediaan adalah sejumlah sember daya yang diperlukan oleh perusahaan baik barang mentah, barang setengah jadi, maupun barang jadi yang siap digunakan oleh perusahaan dalam memenuhi kebutuhan pasar yang disimpan dan dirawat oleh perusahaan sebelum barang sampai kepada konsumen (penulis). 84 journal the winners, vol. 12 no. 1, maret 2011: 82-96 pengertian persediaan beras oleh perum bulog persediaan mengandung arti sejumlah barang yang tersimpan dalam gudang-gudang yang dikuasai perum bulog dan yang berada di atas alat angkutan darat, air atau laut yang sedang dimuat bongkar maupun dalam perjalanan, yang disebabkan karena adanya pergeseran atau perpindahan (muatan) antar daerah maupun antar pulau berdasarkan ketentuan perum bulog. persediaan yang digunakan adalah persediaan operasional (manual biro penyaluran, edisi ke iv bulog, 1985). perkembangan pendekatan pengadaan beras nasional badan urusan logistik (bulog) yang didirikan tahun 1967, mengimplementasikan kebijakan harga dasar sebagai salah satu perangkat dari kebijakan beras pemerintah. penetapan harga dasar bertujuan agar petani dapat meningkatkan pendapatan dari usaha tani padi, sebagai salah satu insentif untuk meningkatkan produksi beras nasional. jaminan harga tersebut adalah salah satu cara untuk merangsang petani untuk menggunakan teknologi baru dalam meningkatkan produksinya (manual biro penyaluran, edisi ke iv bulog, 1985). pengadaan beras nasional juga dilakukan melalui pendekatan kelembagaan, dalam hal ini adalah koperasi unit desa (kud). pemerintah merupakan salah satu saluran pokok pembelian beras/gabah dimana pemerintah menetapkan harga beli lebih tinggi beras/gabah yang berasal dari kud, dari pada non-kud sehingga kud lebih kompetitif dalam pengumpulan gabah/beras dari petani (manual biro penyaluran, edisi ke iv bulog, 1985). kud menjadi saluran pokok pengadaan beras dalam negeri karena terbentuk struktur pasar yang berakar kuat ditingkat produsen yang akan menguntungkan dan mempelancar proses penyerapan kelebihan penawaran di musim panen (manual biro penyaluran, edisi ke iv bulog, 1985). apabila persediaan beras dalam negeri tidak mencukupi kebutuhannya, maka dilakukan impor dengan sumber pembiayaan yang tidak membahayakan neraca pembayaran, dan bila masih kurang maka akan dilakukan impor komersial (manual biro penyaluran, edisi ke iv bulog, 1985). dalam rangka pemupukan stok yang lebih besar seiring perkembangan pertumbuhan penduduk dan perkembangan zaman, pemerintah (perum bulog) menentukan stok cadangan yang merupakan sarana stabilisasi harga. stok penyangga (bufferstock) juga digunakan untuk menyedot suplai pada waktu over supply dan melepas suplai waktu musim panceklik/tidak panen (manual biro penyaluran, edisi ke iv bulog, 1985). kebijakan stabilisasi yang berorientasi pada bufferstock dan buffer fund merupakan bentuk implementasi pemerintah dalam memperhatikan pemenuhan kebutuhan beras dan sebagai bagian dari upaya stabilisasi ekonomi (manual biro penyaluran, edisi ke iv bulog, 1985). buffer stock pengertian buffer-stock dapat dilihat dari dua sudut yakni: (1) dilihat dari sudut supply dan demand secara fisik, maka teori buffer-stock ini identik dengan teori waduk: dalam musim hujan yang mengakibatkan oversupply air, maka waduk menyedot kelebihan dari itu dan menyimpannya untuk kemudian dalam musim kemarau yang selalu kekurangan air, melepas air itu ke kompleks persawahan, dalam musim panen besar (panen rendengan) dengan oversupply padi/gabah/beras, buffer-stock menyedot kelebihan padi/gabah/beras dari peredaran dan menyimpannya untuk kemudian melepas stock tersebut ke pasaran selama musim paceklik (moeljono, 1975); (2) dilihat dari sudut arus uang dan barang dalam masyarakat, maka buffer-stock itu mirip dengan teori regulator (pengatur) lalu lintas uang dan barang: dalam musim panen besar dengan pembelian-pembelian berarti melepas uang (menambah uang) dalam peredaran dan menarik (mengurangi) barang dari peredaran, serta dalam musim paceklik dengan penjualan-penjualan berarti menarik (mengurangi) uang dari peredaran dan menambah barang dalam peredaran (moeljono, 1975). bufferstock-operation merupakan operation yang kompleks penuh dengan faktor-faktor constraining, termasuk didalamnya faktor-faktor ketidakpastian oleh karena itu diperlukan program operasi yang fleksibel. analisis persediaan.... (safitri wijayanti; dkk) 85 operasi pengadaan dan pelepasan stok penyangga bergantung pada ekses suplai dan tingkat harga. artinya aktivitas pengadaan harus mampu membantu kesulitan petani padi di musim panen raya, dan kegiatan pelepasan stok tidak boleh pula mematikan insentif pedagang atau pengusaha penggilingan padi. pelaksanaan operasi stok penyangga atau operasi pasar murni menghendaki penyebaran stok di tempat-tempat yang tepat, prioritas diberikan pada tempat/lokasi dengan transportasi/komunikasi lancar (moh sidik moeljono, 1975, teori buffer-stock (beberapa aspek dengan penerapan-penerapannya). instrumen-instrumen bufferstock dapat diartikan sebagai: (1) pembelian— pembelian (untuk menyedot sebagian daripada oversupply); (2) penjualan—penjualan (untuk merelease stock di pasaran yang mengalami under stock); (3) dislokasi dan movements stock (untuk menggatukkan supply—terminals dengan distributions—points, untuk menghubungkan pusat produksi (supply) dengan pusat konsumsi (demand) dan sebagainya. sumber-sumber persediaan beras oleh perum bulog persediaan beras yang dilakukan oleh perum bulog yakni dengan persediaan dalam negeri dan persediaam luar negeri atau impor beras. persediaan dalam negeri dimaksud produksi beras/padi/gabah dalam negeri untuk menjaga harga dasar atau floor price ( fp ) yang telah ditetapkan pemerintah dalam rangka stabilisasi harga pangan sebagai jumlah atau realisasi persediaan dalam negeri bukan merupakan target. pengadaan dalam negeri diperkirakan dari perkiraan produksi beras netto sebagai supply beras dimasyarakat (produksi bruto: susut, bibit, dan faktor koreksi). perkiraan dalam negeri dapat dibandingkan dengan pola dan besarnya persediaan dalam negeri rata-rata (time series) (manual biro penyaluran, edisi ke iv bulog,1985). persediaan luar negeri atau impor merupakan komponen pelengkap untuk memenuhi kebutuhan penyaluran. impor dilakukan jika persediaan dalam negeri tidak mencukupi. kebijaksanaan persediaan luar negeri atau impor mencakup tiga tujuan yakni: (1) menambah persediaan beras pada tingkat nasional, yang didasarkan pada kebutuhan minimal per capita penduduk dalam satu tahun; (2) menambah jumlah beras yang harus dikuasi pemerintah guna merealisir kebijaksanaan pemerintah di bidang pangan; (3) mengisi atau menambah kekurangan beras di daerah-daerah yang tidak bisa atau sukar dipenuhi dengan produksi dalam negeri. prosedur pembelian menggunakan 2 cara yakni government to government dan government to private, yang keduanya dapat dengan kondisi kontrak c & f atau fob (manual biro penyaluran, edisi ke iv bulog, 1985). kebijakan persediaan yang dikuasai posisi persediaan awal dari prognosa yang akan disusun dapat diketahui dari perkiraan persediaan akhir pada prognosa sebelumnya apabila belum diketahui data yang pasti, (sebagai data sementara) dan dari posisi persediaan akhir bulan apabila data persediaan yang pasti ini sudah ada. kebijakan persediaan akhir ditentukan oleh pimpinan dalam mempertimbangkan beberapa hal, yaitu: kapasitas gudang yang tersedia dan yang mungkin dapat disediakan, kemungkinan iklim yang akan datang menyangkut persediaan dalam negeri dan operasi pasar, serta kebijakan pemupukan persediaan dan kemampuan menyimpan (food security reserve) dan situasi pangan dunia (manual biro penyaluran, edisi ke iv bulog,1985). persediaan yang dikuasai mengandung unsur-unsur commitment stock, stabilization stock, emergency stock, reserve stock, bufferstock. perencanaan persediaan dapat dilihat sebagai berikut dalam tabel 1. 86 journal the winners, vol. 12 no. 1, maret 2011: 82-96 tabel 1 perencanaan persediaan no uraian satuan 1. persediaan awal (a) 2. pemasukan • pengadaan dalam negeri (b) • impor (c) • move in (d) 3. penyaluran • golongan anggaran (e) • pn/ptp • operasi pasar (f) • lain – lain (g) • move out (h) 4. persediaan akhir (i) sumber : manual biro penyaluran, edisi ke iv bulog,1985 catatan: persediaan yang tersedia = (a+b) persediaan yang dibutuhkan = (e+f+g+i) rumusan pengisian dan pengeluaran kebutuhan persediaan yang dikuasai tersebut diperhitungkan atas kebutuhan minimum yang harus tersedia atau minimim stock requirement (msr). tetapi apabila jumlah persediaan nasional cukup besar atau diatas msr maka kebutuhan persediaan yang dikuasai tersebut diperhitungkan dengan maximum space gudang yang tersedia atau yang dapat disediakan yang dikenal dengan maximum space capacity (msc). msr merupakan minimum stock yang diperlukan sama dengan 3 sampai dengan 4 bulan kebutuhan penyaluran setempat. msr merupakan stok minimum yang harus tersedia untuk memenuhi kebutuhan penyaluran (sistem informasi manajemen bulog tahun 1998). msr = rata-rata kebutuhan penyaluran perbulan x 3 bulan (rencana kerja jangka panjang). metodologi penelitian desain penelitian desain penelitian merupakan perencanaan penelitian yang menyeluruh yang menyangkut semua komponen dan langkah penelitian dengan mempertimbangkan etika penelitian, sumber daya penelitian dan kendala penelitian (kuntoro, 2006). analisis persediaan.... (safitri wijayanti; dkk) 87 tabel 2 desain penelitian tujuan penelitian desain penelitian jenis dan metode penelitian unit analisis time horizon 1. untuk mengetahui pemenuhan kebutuhan persediaan minimum beras nasional melalui pengelolaan oleh pemerintah yang dalam hal ini dilakukan perum bulog. statistik deskriptif kuantitatif, yaitu membandingkan msr (minimum stock requirement ) dengan persediaan bagian statistik dan bagian persediaan dan perawatan time series 2. untuk mengetahui perkembangan persediaan beras nasional statistik deskriptif kuantitatif dengan analisis trend bagian statistik dan bagian persediaan dan perawatan time series 3. untuk menganalisis faktor – faktor yang berpengaruh terhadap persediaan beras nasional statistik uji kuantitatif, yakni regresi linier berganda bagian statistik dan bagian persediaan dan perawatan time series 4. untuk menganalisis pengaruh persediaan beras nasional terhadap harga beras nasional. statistik uji kuantitatif, yakni regresi linier sederhana bagian statistik dan bagian persediaan dan perawatan time series jenis penelitian yang digunakan dalam penelitian ini adalah penelitian yang menggunakan analisis deskriptif dan inferensi. penelitian deskriptif bertujuan untuk menguraikan sifat-sifat dari suatu keadaan (sugiyono, 2008). penlitian inferensi bertujuan menguji fenomena. jenis penelitian ini bersifat kuantitatif, yaitu data yang berbentuk angka, atau data kualitatif yang diangkakan. menurut sugiyono (2008) data kuantitatif dibagi menjadi dua, yaitu: (1) data diskrit atau nominal, yaitu data yang hanya dapat digolong-golongkan secara terpisah, secara diskrit atau kategori; (2) data kontinum, adalah data yang bervariasi menurut tingkatan dan ini diperoleh dari hasil pengukuran. data kuantitatif ini di pergunakan untuk mencari fakta dengan interpretasi yang tepat dan tujuannya untuk mencari gambaran yang sistematis, fakta yang akurat. unit analisis dalam penelitian ini adalah organisasi yang berarti data penelitian yang dikumpulkan berasal dari organisasi bagian statistik dan bagian persediaan dan perawatan dan time horizon yang digunakan adalah time series (data yang dikumpulkan dari waktu ke waktu untuk melihat perkembangan suatu kejadian-kegiatan selama periode tersebut). operasionalisasi variabel penelitian variabel penelitian antara lain: (1) persediaan beras minimum beras nasional, persediaan minimum yang harus dimiiki oleh perusahaan umum bulog untuk memenuhi kebutuhan penyaluran beras; (2) persediaan beras nasional, jumlah beras yang memenuhi kebutuhan pangan masyarakat yang dilakukan oleh perum bulog atau pemerintah melalui pengadaan pangan beras berdasarkan atas produksi dalam negeri dan impor beras dalam satuan ton; (3) produksi beras dalam negeri, hasil keseluruhan produksi beras atau padi dari dalam negeri pada periode tertentu baik yang digunakan petani maupun yang dijual; (4) pengadaan pangan dalam negeri, pembelian beras oleh perum bulog baik langsung maupun melalui perdagangan atau petani untuk memenuhi kebutuhan persediaan; (5) penyaluran beras, pengeluaran beras oleh pemerintah/bulog untuk golongan anggaran, raskin, pn/ptp, move out yang berasal dari pemasukan yakni pengadaan dalam negeri, impor, move in; (6) impor beras, pemenuhan kebutuhan beras nasional yang diperoleh dari luar negeri. 88 journal the winners, vol. 12 no. 1, maret 2011: 82-96 metode analisis untuk memudahkan penyajian penulisan, sistematika metode analisis disusun sesuai dengan urutan tujuan penelitian. mengetahui pemenuhan kebutuhan persediaan minimum beras nasional persediaan kebutuhan beras nasional ini dianalisis secara deskriptif yaitu mengukur besarnya persediaan beras nasional dalam memenuhi kebutuhan pangan masyarakat. dalam hal ini di gunakan msr (minimum stock requirement) untuk menghitung stok minimum yang harus tersedia untuk memenuhi kebutuhan penyaluran (rencana kerja jangka panjang bulog). msr = kebutuhan penyaluran perbulan x 3 bulan. kebutuhan persediaan minimum beras dikategorikan terpenuhi apabila persediaan akhir lebih besar daripada persediaan minimum beras nasional. dengan kata lain persediaan akhir beras nasional haruslah lebih besar daripada kebutuhan 3 msr. mengetahui perkembangan persediaan beras nasional digunakan analisis tren analisis tren yang digunakan ialah metode kuadrat terkecil dimana metode ini merupakan cara yang lebih baik dalam menentukan tren. apabila diasumsikan bahwa trend yang akan ditentukan adalah garis lurus, maka digunakan persamaan sebagai berikut: y’ = a + bx di mana kontanta a dan b dalam persamaan merupakan nilai-nilai statistik yang dihitung dari data sampel deret waktu, dalam deret waktu, x menunjukkan periode waktu dan y menunjukkan data pada periode yang bersangkutan, apabila nilai a dan b sudah diketahui, maka garis trend tersebut dapat dipergunakan untuk meramalkan y, a dan b dihitung dengan menggunakan persamaan sebagai berikut: ∑yi = na + b∑xi ∑xiyi = a∑xi + b∑xi2 n = banyaknya data ( observasi ) jika persamaan tersebut disederhanakan dengan membuat ∑ xi = 0 maka persamaannya menjadi: a = ∑yi / n b = ∑xiyi / ∑xi2 jika banyaknya data deret waktu berjumlah genap, maka perhitungan x mengalami perubahan. kegunaan analisis runtun waktu adalah untuk mempelajari perkembangan histori dari suatu variabel dimasa yang akan datang. jika digunakan garis lurus atau garis lengkung sudah diperoleh sebagai garis trend dari suatu runtun waktu, maka peramalan tersebut penyambungan garis dari garis trend waktu pengamatan terakhir sampai dengan waktu peramalan yang diinginkan. cara yang paling baik adalah dengan memasukkan nilai x* ke dalam persamaan garis tren, misal persamaan garis trend y’ = a + bx, maka nilai yang diramalkan adalah y’ = a + bx*(yamit, 2005). mengetahui faktor yang berpengaruh terhadap persediaan beras nasional untuk mengetahui faktor-faktor yang berpengaruh terhadap persediaan beras nasional digunakan analisis regresi ganda. regresi ganda berguna untuk mencari pengaruh dua variabel prediktor atau lebih. untuk mencari hubungan fungsional dua variabel prediktor atau lebih terhadap variabel kriteriumnya atau untuk meramalkan dua variabel prediktor atau lebih terhadap variabel kriteriumnya. dengan demikian mutiple regression digunakan untuk penelitian yang menyertakan beberapa variabel sekaligus (hartono, 2008). analisis persediaan.... (safitri wijayanti; dkk) 89 rumus pada regresi ganda juga menggunakan rumus persamaan seperti regresi tunggal, hanya saja pada regresi ganda ditambahkan variabel-variabel lain yang juga diikutsertakan dalam penelitian, adapun rumusnya disesuaikan dengan jumlah variabel yang diteliti. rumusnya adalah sebagai berikut: y = a + b1 x1 + b2 x2 + b3x3 + b4x4 y = persediaan beras nasional (ton) x1 = produksi total beras nasional dalam negeri (ton) x2 = impor beras (ton) x3 = penyaluran beras (ton) regresi ganda digunakan untuk menghitung dan atau menguji tingkat signifikansi, antara lain: menghitung persamaan regresinya, menguji apakah persamaan garis regresi signifikan, dan bagaimana kesimpulannya. menganalisis pengaruh persediaan beras terhadap harga beras nasional digunakan analisis regresi linear sederhana untuk menganalisis pengaruh persediaan beras terhadap stabilitas harga digunakan dua regresi linear sederhana yakni sebagai berikut: y = a + b x di mana : y = harga beras nasional di tingkat konsumen x = persediaan beras nasional dan: y = a + b x di mana: y = harga beras nasional di tingkat produsen x = persediaan beras nasional hasil dan pembahasan pemenuhan kebutuhan persediaan minimum beras nasional untuk mengetahui persediaan kebutuhan beras nasional yang harus dimiliki oleh perusahaan umum bulog di gunakan msr (minimum stock requirement) yakni untuk menghitung stok minimum yang harus tersedia dalam memenuhi kebutuhan penyaluran setiap bulannya. msr ini dapat kita hitung yakni dengan cara rata – rata kebutuhan penyaluran per bulan dikali dengan 3 bulan. dari tabel di bawah ini dapat dilihat stok minimum yang harus dipenuhi oleh peusahaan umum bulog untuk setiap bulan. tabel 3 msr (dalam satuan ton) tahun rata – rata kebutuhan penyaluran perbulan msr 1998 432.218 1.296.654 1999 552.047 1.656.141 2000 212.390 637.170 2001 172.506 517.518 2002 218.171 654.513 2003 194.612 583.836 2004 200.966 602.898 2005 186.101 558.303 2006 153.557 460.671 sumber: statistik bulog, data diolah penulis (2008) 90 journal the winners, vol. 12 no. 1, maret 2011: 82-96 tabel 4 rata-rata tingkat pemenuhan kebutuhan persediaan minimum beras nasional (ton/bulan) tahun msr (ton/bulan) persediaan (ton/bulan) pemenuhan kebutuhan terpenuhi tidak terpenuhi 1998 1.296.654 1.724.969 terpenuhi 1999 1.656.141 2.163.324 terpenuhi 2000 637.170 1.438.135 terpenuhi 2001 517.518 1.338.985 terpenuhi 2002 654.513 1.676.490 terpenuhi 2003 583.836 2.043.718 terpenuhi 2004 602.898 2.140.397 terpenuhi 2005 558.303 1.470.501 terpenuhi 2006 460.671 1.094.370 terpenuhi sumber : hasil pengolahan penulis (2008) menyimak data di tabel 3 dan tabel 4 tampak bahwa persediaan beras nasional selalu dapat memenuhi kebutuhan persediaan minimum beras nasional. dengan demikian, seharusnya tidak timbul masalah yang terkait persediaan beras oleh bulog. fakta di kedua tabel di atas ini ada yang sesuai dengan laporan atau pendapat pihak lain dan ada yang tidak sesuai. pihak yang menyatakan bahwa kondisi persediaan beras nasional cukup baik adalah sebagai berikut. menurut saliem dkk. (2005), pengelolaan cadangan pangan pemerintah cukup efektif dalam mendukung terbentuknya harga pangan yang terjangkau daya beli rumah tangga petani. sebaliknya, pihak yang menyatakan bahwa kondisi persediaan beras nasional kurang baik adalah sebagai berikut. maksum (2006), menilai kenaikan harga beras pada waktu tertentu merupakan indikasi spekulasi pasar. artinya, ada spekulan yang sengaja 'bermain', karena mengetahui stok beras di bulog menipis. kenaikan harga beras di pasaran sejak beberapa pekan terakhir memang cukup tinggi, dan ini tidak bisa diartikan karena kurangnya persediaan atau stok. tetapi ini ulah spekulan yang memiliki stok beras cukup banyak, dan mereka tahu stok beras di bulog menipis, sehingga saatnya mereka memainkan harga. lebih lanjut dikatakan, stok beras nasional di bulog saat ini hanya 530 ribu ton, sementara operasi pasar (op) terlambat dilakukan pemerintah, sehingga kondisi seperti itu menjadi peluang bagi para spekulan untuk memainkan harga beras di pasaran. akibatnya, terjadi kenaikan harga, dan kemudian dipolitisasi dengan munculnya wacana perlu impor beras untuk menstabilkan dan menormalkan harga. para spekulan itu yang seharusnya diatasi, bukan harus dengan kebijakan impor beras. penulis berpendapat bahwa untuk menilai kondisi persediaan beras nasional tidak cukup dengan data time series dan secara rata-rata saja. ada saat-saat tertentu muncul permasalahan menipisnya persediaan beras nasional yang dikelola oleh bulog sehingga memunculkan permasalahan. dengan demikian diperlukan penelitian lebih lanjut oleh yang berminat dengan data cross section dan data primer. perkembangan persediaan beras nasional untuk mengetahui perkembangan persediaan beras nasional digunakan metode perkembangan atau analisis trend. dalam mempersiapkan sebuah ramalan harus melalui dengan sejumlah nilai yang diamati dari data masa lalu. data dikumpulkan, dipelajari, dan dianalisis kemudian dihubungkan dengan jangka waktu. karena adanya faktor waktu tersebut, maka dari hasil analisis akan dapat menggambarkan keadaan di masa yang akan datang. selama 10 tahun terakhir perkembangan persediaan beras nasional pada perum bulog cenderung tidak stabil, naik turunnya perkembangan persediaan beras nasional ini disebabkan oleh musim panen padi yang cenderung berbeda di setiap daerah penghasil padi. untuk lebih jelasnya perkembangan persediaan beras nasional dapat di lihat pada tabel berikut: analisis persediaan.... (safitri wijayanti; dkk) 91 tabel 5 perkembangan persediaan beras nasional oleh perusahaan umum bulog tahun 1998 – 2007 tahun persediaan beras nasional (ton) kenaikan/penurunan perkembangan (%) 1998 20.699.631 0 0 1999 25.959.896 5.260.265 25,41 2000 17.257.625 -8.702.271 -33,52 2001 16.067.826 -1.189.799 -6,89 2002 20.117.888 4.050.062 25,21 2003 24.524.619 4.406.731 21,90 2004 25.684.772 1.160.153 4,73 2005 17.646.023 -8.038.749 -31,30 2006 13.132.444 -4.513.579 -25,58 2007 15.234.587 2.102.143 13,80 sumber: statistik perum bulog, data diolah (2008) untuk mengertahui perkembangan persediaan beras nasional bulog tahun 2008 sampai dengan tahun 2011 menggunakan program qm for windows untuk mempermudah dalam mendapatkan pesamaan analisis tren. tabel 6 trend analysis (regress over time) measure value future period forecast error measures 11 1,617326e+07 bias (mean error) 0,6 12 1,55443e+07 mad(mean absolute deviation) 3.299.828,0 13 1,491534e+07 mse (mean squared error) 15.322.260.000.000 14 1,428638e+07 standard error (denom=n-2=8) 4.376.394 15 1,365742e+07 regression line 16 1,302846e+07 demand(y) = 2.30918e+07 17 1,23995e+07 -628.959 * time(x) 18 1,177054e+07 statistics 19 1,114158e+07 correlation coefficient -0,419 20 1,051262e+07 coefficient of determination (r^2) 0,1756 21 9883665 22 9254706 23 8625747 sumber : hasil pengolahan penulis (2008) dari tabel di atas dapat terlihat persamaan tren adalah sebagai berikut: y = 2,30918e+07 – 628.959x atau y = 23.091.800 – 629.959x dari persamaan di atas dapat disimpulkan bahwa jika nilai x naik sebesar 23.091.800 ton maka akan mempengaruhi nilai y yakni turun sebesar 629.959 ton. hal ini terjadi disebabakan oleh peningkatan kuantum penyalurannya melebihi peningkatan pengadaan dalam negeri sehingga persediaan beras nasional menurun. sehingga analisis trend untuk tahun 2008 sampai dengan tahun 2011 cenderung menurun sebagai berikut: 92 journal the winners, vol. 12 no. 1, maret 2011: 82-96 tahun 2008 = 23.091.800 – 629.959 (11) = 16.162.251 ton tahun 2009 = 23.091.800 – 629.959 (12) = 15.532.292 ton tahun 2010 = 23.091.800 – 629.959 (13) = 14.902.333 ton tahun 2011 = 23.091.800 – 629.959 (14) = 14. 272. 374 ton faktor-faktor yang berpengaruh terhadap persediaan beras nasional faktor-faktor yang mempengaruhi persediaan beras nasional sebagai variabel tidak bebas (dependent variable) dengan menggunakan tiga variabel bebas (independent variable) yaitu persediaan/pengadaan dalam negeri, impor beras, dan penyaluran beras. untuk melihat pengaruh tiga variabel tersebut terhadap persediaan beras nasional yang dikuasai/dikelola bulog digunakan analisis regresi linier berganda dengan menggunakan fasilitas program komputer yaitu spss 16.0 for windows. untuk mengetahui hubungan antara variabel bebas terhadap variabel tidak bebas dapat dilihat di tabel 7 di bawah ini. tabel 7. tabel korelasi correlations persed pengadaa impor penyal pearson correlation persed 1.000 .304 .076 .275 pengadaa .304 1.000 -.187 -.090 impor .076 -.187 1.000 .485 penyal .275 -.090 .485 1.000 sumber : hasil pengolahan penulis (2008) dari data di atas dapat terlihat bahwa tidak terjadi hubungan/korelasi serius antar variabel bebas (multikolinieriti). relatif tingginya korelasi negatif antara persediaan beras dalam negeri dengan impor beras adalah hal wajar sebab impor dilakukan manakala persediaan dalam negeri menipis. hasil analisis regresi linier berganda dalam tabel 8 berikut. tabel 8 hasil analisis regresi berganda variabel koofisien regresi t hitung sig pengadaan dalam negeri 0,948 3,659 0.000 impor beras -0,03974 -0,133 0,894 penyaluran beras 1,067 3,077 0,003 konstanta = 1.263.792 f hitung = 7,863 r2 = 42,1 sumber: hasil pengolahan spss (2008) dari tabel 8, dapat dituliskan model regresi linier berganda dengan persamaan yaitu: y = 1.263.792 + 0,948 x1 – 0,03974 x2 + 1,067 x3 analisis persediaan.... (safitri wijayanti; dkk) 93 keterangan: y = persediaan beras nasional ( ton ) x1 = pengadaan pangan dalam negeri (ton) x2 = impor beras (ton) x3 = penyaluran beras (ton) nilai konstanta dalam persamaan sebesar 1.263.792 ini berarti jika variabel x bernilai nol maka y sebesar 1.263.792. dengan kata lain, jika tidak ada pengadaan pangan dalam negeri, tidak ada impor beras, dan tidak ada penyaluran beras maka terdapat persediaan beras nasional sebesar 1.263.792 ton. koefisien determinasi (r2) koefisien determinasi (r2) adalah proporsi dari total keragaman y (dependen variabel) yang dapat diterangkan atau dijelaskan oleh model regresi y terhadap x (independen variabel). dengan kata lain, koefisien determinasi menunjukkan kemampuan variabel bebas pengadaan pangan dalam negeri, impor beras, dan penyaluran beras menjelaskan variabel persediaan beras. besarnya nilai r2 adalah antara 0 sampai dengan 1 atau 0 sampai dengan 100 %. semakin tinggi nilai r2 menunjukan bahwa model regresi tersebut semakin baik, dalam hal mampu menerangkan total keragaman y dengan proporsi yang tingggi. dalam mengartikan nilai r2, biasanya digunakan satuan persen. jika semakin besar persentasenya, maka dapat diartikan bahwa model regresi yang digunakan semakin baik. di dalam penelitian ini, besarnya nilai r2 adalah 0,421 dan bila diubah dalam satuan persen menjadi 42,1 persen. nilai r2 tersebut dapat diartikan bahwa variabel bebas dalam hal ini adalah persediaan dalam negeri (x1), impor beras (x2) dan penyaluran beras (x3) dapat menjelaskan variabel tak bebas yaitu persediaan beras nasional (y) sebesar 42,1 persen dan sisanya yakni sebesar 57,9 persen dapat dijelaskan variabel lain yang tidak dimasukkan dalam model regresi. implikasinya, penelitian lain dapat dilakukan dengan menambahkan variabel bebas lainnya. uji simultan ( uji f) karena model analisis regresi yang digunakan oleh peneliti adalah model analisis regresi berganda, maka perlu dilakukan uji f. uji f di dalam penelitian ini digunakan untuk melihat pengaruh simultan (pengaruh secara bersama-sama) semua variabel bebas terhadap variabel tak bebasnya. setelah dilakukan perhitungan dengan bantuan program spss 16.0, di dapatkan hasil f hitung sebesar 7,863 dan nilai signifikansinya lebih kecil daripada taraf nyata (α = 5 %). oleh karena itu, ho diterima h1 ditolak. artinya, variabel bebas persediaan dalam negeri (x1), impor beras (x2) dan penyaluran beras (x3) secara bersama-sama berpengaruh signifikan terhadap variabel tak bebas yaitu persediaan beras nasional (y). uji parsial (uji t) uji parsial (uji t) dalam analisa regresi berganda digunakan untuk mengukur seberapa besar pengaruh tiap variapel bebas (x) yang digunakan di dalam model terhadap variabel tak bebas (y). untuk uji t tiap variabel bebas akan dijelaskan secara sendiri-sendiri. dari hasil perhitungan secara ekonometrik, diperoleh suatu model persamaan regresi berganda sebagai berikut: y = 1.263.792 + 0,948 x1 – 0,03974 x2 + 1,067 x3 dari model persamaan regresi yang didapat, kemudian dapat diartikan tiap-tiap parameter. dari parameter b1 sampai dengan b3. adapun pengertian dari tiap-tiap parameter tersebut adalah sebagai berikut: 94 journal the winners, vol. 12 no. 1, maret 2011: 82-96 pengujian parameter b1 (persediaan dalam negeri = x1) taraf signifikasi koefisien regresi x1 adalah sebesar 0,000. dalam analisis penelitian ini digunakan taraf α (0,05). oleh karena itu, h1 diterima dan h0 ditolak. artinya, variabel persediaan/ pengadaan dalam negeri berpengaruh signifikan tehadap persediaan beras nasional. dari hasil perhitungan analisis yang telah dilakukan didapatkan besarnya nilai koefisien regresi untuk parameter b1 = 0,948 artinya bahwa setiap kenaikan pengadaan dalam negeri sebesar 1 ton, maka persediaan beras nasional naik sebesar 0,948 ton. tanda positif pada koefisien regresi menunjukkan pengaruh positif pengadaan pangan dalam negeri terhadap persediaan beras nasional yang dikelola bulog. pengujian parameter b2 ( impor beras = x2) taraf signifikansi koefisien regresi x2 sebesar 0,894. karena taraf α (0,05 ) maka h1 ditolak h0 diterima. yang artinya bahwa variabel impor beras tidak berpengaruh signifikan terhadap persediaan beras nasional. dari hasil perhitungan analisis yang telah dilakukan, didapatkan besarnya nilai koefisien regresi untuk parameter b2 = 0,03974. tanda negatif pada koefisien regresi tersebut menunjukkan bahwa ada kecenderungan pengaruh negatif impor terhadap persediaan, namun tidak signifikan. pengujian parameter b3 ( penyaluran beras = x 3) taraf signifikasi koefisien regresi x3 adalah sebesar 0,003 maka h1 diterima dan h0 ditolak. yang artinya bahwa variabel penyaluran beras berpengaruh signifikan terhadap persediaan beras nasional yang dikelola oleh bulog. dari hasil perhitungan analisis yang telah dilakukan, didapatkan besarnya nilai koefisien regresi untuk parameter b3 = 1,067 artinya bahwa setiap kenaikan penyaluran beras sebesar 1 ton maka persediaan beras nasional naik sebesar 1,067 ton. ini sesuai dengan prinsip persediaan minimum (msr), yakni msr sebesar 3 bulan penyaluran. pengaruh persediaan beras terhadap harga beras dalam menganalisis pengaruh persediaan beras terhadap harga beras digunakan dua model regresi linier sederhana, yakni model regresi linier sederhana yang membahas pengaruh persediaan beras terhadap harga beras baik harga di tingkat produsen maupun harga ditingkat konsumen. untuk melihat sejauh mana persediaan beras berpengaruh terhadap harga baik harga di tingkat produsen maupun harga di tingkat konsumen, dalam perhitungannya digunakan fasilitas komputer yakni spss 16.0 for windows. tabel 9 pengaruh persediaan beras terhadap harga di tingkat konsumen variabel koofisien regresi t hitung sig persediaan beras nasional -0,000438 -3,321 0,001 konstanta = 3637,413 f hitung = 11,030 r2 = 9,4 sumber : hasil pengolahan data, penulis (2008) dari tabel 9 dapat diketahui bahwa persediaan beras nasional berpengaruh terhadap harga ditingkat konsumen dengan taraf signifikansi sebesar 0,001 (kolom terakhir), sementara uji hipotesis menggunakan taraf nyata 0,05. tanda negatif pada koefisien regresi berarti bahwa meningkatnya persediaan beras berpengaruh terhadap penurunan harga beras di tingkat konsumen. ini berarti sesuai dengan prinsip mekanisme operasi pasar beras. persediaan beras akan disalurkan pada saat harga analisis persediaan.... (safitri wijayanti; dkk) 95 melambung tinggi. harga akan turun apabila supply beras di pasar ditingkatkan. supply tersebut diambilkan dari persediaan yang cukup tinggi. dengan demikian persediaan beras yang memadai menjadi faktor positif bagi pengendalian harga beras di tingkat konsumen. tabel 10 pengaruh persediaan terhadap harga di tingkat produsen variabel koofisien regresi t hitung sig persediaan beras nasional -0,0002291 -3,366 0,001 konstanta = 1676,442 f hitung = 11,333 r2 = 9,7 sumber : hasil pengolahan penulis (2008) dari tabel 10 diketahui bahwa persediaan beras nasional berpengaruh signifikan terhadap harga di tingkat produsen dengan taraf signifikansi sebesar 0,001 (kolom terakhir). tanda negatif pada koefisien regresi menunjukkan bahwa peningkatan persediaan mengakibatkan harga di tingkat produsen menurun. ini tidak sesuai dengan teori atau konsep pengadaan pangan. meningkatnya persediaan identik dengan meningkatnya pengadaan pangan. peningkatan pengadaan yang menyerap supply pada saat panen seharusnya meningkatkan harga, bukan malah menurunkan harga penyimpangan kondisi ini bisa terjadi apabila pelaksanaan pengadaan pangan tidak sesuai dengan harapan, yaitu volume pengadaan pangan beras meningkat tetapi tingkat harga tidak sesuai dengan ketentuan pemerintah atau harga pembelian pemerintah (hpp). ditengarai indikasi ini terjadi di lapangan yang dilakukan oleh beberapa pedagang yang berperilaku mengeksploitir petani. penutup implikasi hasil penelitian implikasi hasil penelitian yaitu: (1) tingkat terpenuhinya kebutuhan persediaan beras nasional tidak hanya dapat dipandang dari data time series, melainkan juga dapat dipandang dari data cross section. kekurangan persediaan pada waktu tertentu (data cross section) dapat merugikan pelaku ekonomi perberasan; (2) pengadaan beras dalam negeri dan penyaluran beras seyogyanya menjadi dasar penting bagi perencanaan pengelolaan persediaan beras yang dikelola oleh bulog; (3) impor beras dapat disubstitusi oleh kebijakan pengadaan beras dalam negeri yang lebih berpihak kepada petani; (4) perencanaan dan implementasi persediaan beras nasional secara serentak dapat disinergikan dengan kebijakan pengendalian harga beras nasional di tingkat produsen dan konsumen. dari hasil penelitian dapat ditarik kesimpulan sebagai berikut: (1) persediaan beras nasional yang dikuasai bulog dari tahun 1998 sampai dengan tahun 2007 dapat memenuhi kebutuhan persediaan minimum (msr), yang dari tahun ke tahun cenderung menurun; (2) tren persediaan beras nasional cenderung menurun dari tahun ke tahun; (3) persediaan beras nasional dipengaruhi secara signifikan oleh persediaan beras dalam negeri dan penyaluran beras, sedangkan impor beras tidak berpengaruh signifikan terhadap persediaan beras nasional. persediaan dalam negeri dan penyaluran beras, masing-asing berpengaruh positif terhadap persediaan beras nasional; (4) perusahaan umum bulog berperan dalam mengendalikan harga beras nasional dengan indikasi persediaan beras nasional berpengaruh signifikan terhadap harga di tingkat konsumen dan harga di tingkat produsen. 96 journal the winners, vol. 12 no. 1, maret 2011: 82-96 dari hasil kesimpulan diatas diharapkan pihak perusahaan dapat dan mau menampung saransaran yang telah diberikan oleh peneliti sebagai masukan yang dapat membantu dalam melakukan persediaan beras nasional sebagai berikut: (1) kebijakan penetapan persediaan beras nasional seyogyanya tidak hanya mempertimbangkan tren menurunnya persediaan yang dibutuhkan, melainkan juga mempertimbangkan kebutuhan pengadaan pangan yang berpihak kepada petani dengan daya serap panen padi lebih tinggi; (2) kebijakan impor beras perlu kajian ulang secara mendalam sebab persediaan beras nasional tidak dipengaruhi secara signifikan oleh impor beras; (3) pengendalian harga gabah/beras di tingkat produsen perlu memperoleh perhatian lebih serius sebab ditengarai implementasi kebijakan pengadaan pangan berjalan kurang sesuai harapan yang diindikasikan oleh pengaruh negatif signifikan persediaan beras terhadap harga di tingkat produsen. daftar pustaka biro penyaluran. (1985). manual biro penyaluran. jakarta: penyunting biro penyaluran. hartono. (2008). statistik untuk penelitian. yogyakarta: pustaka pelajar offset. kuntoro, h. (2006). konsep desain penelitian. diunduh pada 16 september 2008, dari http://www.fk.uwks.ac.id/elib/arsip/e-library/ebook/statistic%20dan%20penelitian/besar%20sampel/makalah%20prof.%20 kuntoro/konsep%20%20desain%20penelitian%20%20iaifi%209%20des%20200 6%20.doc maksum, m. (2006). harga beras melonjak akibat ulah spekulan. media indonesia. moeljono, s. (1975). teori buffer-stock : beberapa aspek dengan penerapan-penerapannya. jakarta: badan urusan logistik (bulog). saliem, h. p., dkk. (2005). manajemen ketahanan pangan era otonomi daerah dan perum bulog. departemen pertanian, jakarta: pusat analisis sosial ekonomi dan kebijakan pertanian, badan penelitian dan pengembangan pertanian. sugiono. (2008). metoda penelitian bisnis, (pendekatan kuantitatif, kualitatif dan r&d). bandung: alfabetha. yamit, z. (2005). manajemen persediaan (3rd ed.). yogyakarta: ekonisia. yustianti, f., haming, m., & nurjanamuddin, m. (2007). manajemen produksi modern, operasi manufaktur dan jasa. jakarta: bumi aksara. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 129 the winners, 21(2), september 2020, 129-139 doi: 10.21512/tw.v21i2.6781 the determinant factors of kai access awareness in pt kereta api indonesia from millennial generation perspective rano kartono1*; afif wildan tamami2 1,2management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1rano.kartono@binus.ac.id; 2afif.tamami@binus.ac.id received: 30th october 2020/ revised: 26th november 2020/ accepted: 07th december 2020 how to cite: kartono, r. & tamami, a. w. (2020). the determinant factors of kai access awareness in pt kereta api indonesia from millennial generation perspective. the winners, 21(2), 129-139. https://doi.org/10.21512/tw.v21i2.6781 abstract pt kereta api indonesia (persero), as a monopoly train company in indonesia, launches kai access which has been downloaded by more than 5 million users, but only about 1,1 million users are active. the research intended to determine the relationship between brand experience, brand trust, perceived quality of customer satisfaction, and brand awareness in the minds of kai access consumers. the research used primary data with millennial populations by 986.775 and purposive sampling method with 400 kai access users spread over 9 daops (operational areas) of pt kereta api indonesia in java with a partial least square (pls) analysis approach. the results show that brand experience and perceived quality have a positive effect on customer satisfaction while brand trust has a negative effect. whereas customer satisfaction and brand experience are directly proportional to brand awareness. keywords: access awareness, kereta api indonesia (kai), millennial generation i. introduction the development of business and the spread of information technology supported by infrastructure, especially the internet, have massively succeeded in encouraging the creation of a digital business ecosystem (e-commerce). the growth of e-commerce in indonesia is the fastest in the world in 2018 by 78% where the average indonesian people spend rp. 3,19 million per person or us$ 228 per person (widowati, 2019). to carry out business continuity in the e-commerce era, pt kereta api indonesia (persero) has launched the kai access application with ticket booking features for local, medium, and distant railway, airport trains, e-boarding pass, rescheduling, cancellations, refunds, and pre-order meals that can be accessed by users for 24 hours with various payment method options—atm/mobile banking/internet banking, debit/credit, minimarket and link e-wallet (“kai access train booking”, 2019). however, with the complete features offered by kai access, it has not yet become an option for users to meet the needs of traveling by train. the data states that on average, this application has been downloaded around 5 million people but active users only range between 1,1 million. in general, kai access application in play store gets a star rating of 2,8 out of the total 5 stars available. meanwhile, traveloka application competitor becomes top of mind with 4,5 stars and more than 10 million downloaders (“kai access train booking”, 2019). this raises gap on why this application is not entirely used or not chosen by the downloaders. cordasco (2016) points out four reasons why intended users do not access the application, which are: 1) the application does not provide enough value for its users; 2) problematic application (bug), slow or cannot be used optimally; 3) the application is difficult to operate and confusing; 4) the application is no better than competitors. the experience of using the application will establish the value of whether a brand will provide satisfaction which ultimately determines the possibility of being used. the decision to use an application is also determined by the user's view of the application’s perceived quality. high quality is believed to increase customers’ satisfaction which makes them repurchase (saleem et al., 2015). the application must be trustworthy, reliable, and credible because the application requires user personal information which is 130 the winners, vol. 21 no. 2 september 2020, 129-139 highly prone to be misused and traded by irresponsible people (setyawan, kussdiyarsana, & imronudin 2015). components of brand experience, perceived quality, and brand trust will encourage customers to assess the extent to which the application product is able to provide customer satisfaction. customer satisfaction is expected to be able to shape consumers’ mindset and purchase behavior so that brand awareness is formed. as a result, repurchase can occur since customers trust its quality (bilgili and ozkul, 2015). the low rating of the kai access application on the play store and large gap of the downloaders with active users show that there is a problem on why this application is not the option for ticket transaction despite being developed by state-owned company (bumn) as the sole operator of train management in indonesia. this large gap indicates that customer satisfaction from using kai access cannot be achieved so that the level of brand awareness is considered low. therefore, the research aims to determine the level of customer satisfaction from three variables—brand experience, perceived quality, and brand trust—to find out the most dominant variable in determining customer satisfaction. meanwhile, brand awareness variable is measured by brand experience and customer satisfaction variables to investigate the most essential variable in increasing brand awareness. brand is an attribute (name, term, sign, symbol, or combination) to identify a product and distinguish it from competitors that can create value and influence in the market (kotler & kevin, 2005). according to brakus et al. (2009) brand experience is the result of brand stimulation by involving four dimensions, namely: 1) sensory (the brand can make consumers amazed and feel interested); 2) affective (brand influences a person's attitude (potential consumers) to an object or phenomenon); 3) behavioral (brand is related to motor behavior and behavioral experience which brands can create through product design and identity, packaging, communication, and the environment); and 4) intellectual (brand influences the ability to think and solve problems cognitively by using intellectual concepts). perceived quality is consumers’ perception towards the overall quality and excellence of a product or service that actually meet consumers’ expectations (aaker, 1991). according to durianto et al (2001), there are five values in describing the perceived quality, namely: 1) reasons to buy/consume; 2) product differentiation/position; 3) optimum price; 4) interest in distribution channels; and 5) brand expansion. according to acebrón and dopico (2004), measurement of quality in terms of marketing must use an intrinsic point of view where assessment relates to the physical characteristics inherent in the product, and extrinsic element where assessment of consumers’ assessment is based on others’. brand trust is a secure feeling that consumers have as a result of interaction with a brand based on the perception that the brand is reliable and responsible for the interests and safe for consumers (lin & wang, 2006). brand trust is measured by using two approaches namely brand reliability—the brand meets the promised value or meets the expectations of consumers, and brand intention—assessment based on consumer belief that the brand prioritizes the interests of consumers if unexpected problems arise (firmansyah, 2019). customer satisfaction can be interpreted as the result of a subjective assessment of consumers when the selected brands can meet or exceed the expectations (engel et al, 2010). the quality of a relationship with a brand can be seen from how consumers perceive the brand as a partner capable of providing satisfaction when or after consuming a brand. when product performance is much lower than expectations, consumers are not satisfied. when performance is in line with or exceeds expectations, consumers are satisfied. according to irawan (2012), satisfaction is the perception of products or services that have met expectations. brand awareness is the ability of consumers to remember a brand and its distinction when compared to other brands. according to east (1997), brand awareness is recognition and remembrance of a brand and differentiation from other brands in the field. there are four levels of brand awareness, namely: 1) unaware of the brand; 2) brand recognition; 3) brand recall; and 4) top of mind. according to parry and urwin (2011), generation grouping is based on two factors, namely demographic factors, in particular, the similarity of birth years, and sociological factors related to the history and special events that are simultaneously experienced. according to howe and straus (2000), there are three attributes that clearly describe the generation grouping compared to the year of birth, namely: 1) perceived membership (individual perceptions of the groups to which they are); 2) common beliefs and behavior (attitudes towards life, career, politics, and religion); c) common location in history (explaining changes in views and events). in general, the generation grouping is divided into: 1) veterans (<1946); 2) baby boomers (19461960); 3) generation x (1961-1980); 4) generation y/ millennial (1981-2000); and 5) generation z (20012010). generation y (millennial) is a generation where technology has developed (internet booming) such as email, short message service (sms), and social media. according to badan pusat statistik (2019), the level of consumption in the millennial generation depends on the use of internet data and supporting devices reaching 91,62% or 4,43 billion users from the previous generation which is only by 43,72%. characteristics that stick to the millennial generation does not see the brand as the main thing. instead, they like challenges and refer to the addition of experience to enrich life. this generation is very enthusiastic in exploring tourism wealth and originality or uniqueness of new places that they have never visited to become a social media content (“milenial lebih prioritaskan”, 2017). according to agata et al. (2017), brand 131the determinant factors of kai..... (rano kartono; afif wildan tamami) experience is the result of consumers’ subjective assessment towards a brand that is able to exceed the consumers’ expectations and provide satisfaction. baser et al. (2016) state that brand experience has a positive effect and significant results on customer satisfaction in the research on game brands and consumers goods. in a certain time, the correlation between user experiences is directly proportional to customer satisfaction. sidabutar and diah (2015) point out that brand experience has a significant effect on customer satisfaction. when consumers’ need is fulfilled, satisfaction will increase. h1: brand experience has a positive effect on customer satisfaction. according to souki and filho (2008), customer satisfaction is determined by three factors, namely perceived quality, perceived value, and expectation. if customers assess the brand performance is equal to or better than expectations, there is a tendency that customers will be satisfied. spais and vasileiou (2006) state that perceived quality is consumers’ perception towards the overall quality and superiority of products and services according to the intended purpose based on comparison with the costs incurred to obtain and use the product. saleem et al (2015) shows that the better consumers’ perception of quality will tend to shape consumer satisfaction to consume the product in the future. h2: perceived quality has a positive effect on the satisfaction. lin and wang (2006) state that trust has been identified as a key factor in e-commerce that tends to have a strong impact on customer purchasing decisions. liao et al. (2015) state that there is a significant positive relationship between brand trust and customer satisfaction in which consumers feel confident to consume a brand. in the minds of consumers, the brand will provide satisfaction, especially if consumers like the brand. saputra and dewi (2016) have pointed out that if consumers trust a brand, it is likely to form positive behavior towards the brand, especially if consumers have good experience with the brand. h3: brand trust has a positive effect on customer satisfaction. saleem et al. (2015) state that the satisfaction is established by the experience of repeated use of products and services providing good memories and mindset on consumers to recognize or recall that a brand is part of certain product categories. nair (2013) point out that brand awareness refers to product associations that arise in the minds of customers after repeated exposure to products through advertising. customer satisfaction is built when customers have trust in the brand. bilgili and ozkul (2015) state that business communication is necessary to have brand awareness to establish brand identity and brand strength itself. there is a strong relationship between customer satisfaction and brand awareness since good marketing communication is required to dominate the market and to form customer satisfaction and prove that the brand is easy to remember later on. h4: customer satisfaction has a positive effect on brand awareness. cleff, lin, and walter (2014) view brand experience to form experiences that stimulate the five senses to play an important role in shaping brand awareness in the minds of consumers. baumann et al. (2015) state that consumers can remember brands that have experience in personally using for durable goods while for fast-moving consumer goods (fmcg), it is easier for consumers to remember due to the high marketing intensity. xixiang et al. (2016) show that the relationship between brand experience and brand awareness has a significant positive relationship in a research on smartphone brands in china. the experience of using a brand will produce memories in consumers’ minds that produce strong and unique stimulus in memory. brand experience has an important role to have distinguished aspects from competing products, as well as to form a positive brand image resulting in a strong brand association. h5: brand experience has a positive effect on brand awareness. based on the previous research, the developing hypothesis study model is presented in figure 1. figure 1 developing hypothesis study model ii. methods the population in the research are all age groups included in the millennial generation, i.e., people born in 1981 to 2000 (age groups 21 to 40 years old). based on primary data, the total population of active users of kai access from the millennial generation is 986.775, so with the slovin formula approach, the minimum sample of 400 respondents spread across nine operating areas of pt kai (persero) on java 132 the winners, vol. 21 no. 2 september 2020, 129-139 island. data are collected from 10th december 2019 to 25th february 2020, in which peak passenger periods occurs during the transportation of christmas 2019 and new year 2020. for instance, from 15th december 2019 to 10th january 2020, and after the transportation period of christmas to new year, the number of passengers served begins to decline to normal. data are taken by collecting data in the form of a linkert scale questionnaire which is transferred to the google form, then the link will be distributed to the respondents. respondents are selected based on two criteria, namely: 1) respondents who are selected based on the millennial age group based on id card (kartu tanda penduduk) or temporary stay permit card (kartu izin tinggal terbatas) used when boarding (company regulations require boarding passengers at the station to show a valid ktp); 2) respondents who get on board using an e-boarding pass (this feature is only available in the kai access application). the research takes the object of the kai access application developed by pt kereta api indonesia (persero). the kai access features are examined only for users of first-class inter-city trains (local, medium, and distant trains) operated by pt kereta api indonesia (persero), not included in the kai commuter jabodetabek passengers operated by pt kereta commuter indonesia (kci) jabodetabek and airport railway (pt railink). the research also takes respondents data from local railways which are only sold at kai access and not traded for other applications. the respondents involved are the millennial generation (born in 1981 to early 2000) who have had experience using the kai access features at least once. respondents are passengers who have used the kai access application and carried out boarding with e-boarding pass. the operational definition of a variable is the concept of a measurable variable which can be observed through its dimensions, certain aspects or attributes attached to a concept (sekaran & bougie, 2010). exogenous (independent) variables have values that are not influenced by other variables in the model. in the research, the exogenous variables are brand experience, brand trust, and perceived quality. endogenous (dependent) variables have values that is influenced and determined by other variables in the model. in this research, the dependent variables are customer satisfaction and brand awareness. all variables are analyzed with the indicators which have been tested from several previous research. all variables and indicators are shown in table 1. the validity test is the degree of consistency table 1 study variable indicators variable item indicator source brand experience be1 kai access provides the cheapest ticket price than other similar applications. larasati et al. (2018) agata et al. (2017) be2 kai access provides the most interesting promo/discount/ point member/other rewards than other similar apps be3 kai access provides convenience experience in choosing schedule, reschedule and departure cancellation of prospective passengers be4 kai access can be used in all types of mobile system smartphone without failure (android, ios and other os) be5 kai access provides information about the most updated seat availability and feature option of supporting integrated transportation services be6 kai access provides various payment method options for prospective passengers be7 overall, using kai access is a fun and impressed thing perceived quality pe1 kai access has an important and prominent feature that similar apps don't have (ex: location, e boarding pass) saleem (2015) & larasati et al. (2018) pe2 kai access provides the most accurate information about changes to train schedules and information related to railways in indonesia pe3 kai access can be accessed in all internet network conditions (ex: at least 3g network) pe4 kai access provides cancellation and refund to prospective passenger features which are connected to the passenger bank account pe5 refund and payment failure with non-cash in kai access is always done quickly and on time 133the determinant factors of kai..... (rano kartono; afif wildan tamami) variable item indicator source pe6 kai access provides better after-sales services than similar apps (e-chat, email & cs) pe7 overall, kai access is the most superior application for booking train ticket among similar apps brand trust bt1 kai access is reliable and credible because the application developed and operated by transportation state-owned company (bumn) of pt kereta api indonesia (persero) ardyan et al. (2016) & chinomona (2013) bt2 kai access is relied on not to queue and priority service of e boarding pass when boarding at the station bt3 kai access is relied on in changing registered account data and updating the latest customer information bt4 kai access is reliable if there are a failure and fraud system that result in losses to prospective passengers (ex., double seat, error android system) bt5 kai access is relied on in storing and limiting the dissemination of passenger’s personal information bt6 kai access is reliable and secure in payment method choosing and fraud in the payment system bt7 overall, kai access is reliable and i believe in its use because of its reliability and safety customer satisfaction cs1 kai access provides satisfaction in the ease of booking, rescheduling, and cancellation of train tickets carrizo-moreira et al. (2016); ardyan et al. (2016)cs2 kai access provides satisfaction in terms of price and promo that are more profitable for customers cs3 kai access provides satisfaction due to the simple, easyto-use, and straightforward system cs4 kai access provides satisfaction in choosing the payment method needed and owned by the customer cs5 kai access provides satisfaction because it is connected to the integrated transportation supporting method cs6 kai access provides satisfaction because of quick feedback when customers experience interferes through electronic media (e-chat, kai 121, email, sms dsb) cs7 overall, kai access provides satisfaction in its use and makes it easier for prospective passengers to use it brand awareness ba1 kai access is an app developed by pt kereta api indonesia (persero) chinomona (2013) & ardyan et al. (2016) ba2 when traveling by train, the option of purchasing tickets is always at kai access ba3 when there is a train logo which is dominated by blue and orange colors, you will be reminded of kai access ba4 the cheapest train ticket price, qr code in the train is only in kai access app ba5 e-boarding pass and location features are the forms of the association from the reminder to kai access app ba6 tag lines “selalu ada jalan” and “pesen tiket kereta semudah update status” are kai access taglines ba7 overall, kai access is the most complete and easy-toremember app for booking the train ticket source: author (2020) table 1 study variable indicators (continued) 134 the winners, vol. 21 no. 2 september 2020, 129-139 between the data used in the research of a measuring instrument that is said to be valid if the statements can show what is being measured (sugiyono, 2008). the criteria that must be met are the total score through the pearson correlation technique (product moment) with the criteria for the validity coefficient (rit) ≥ table correlation (rtable) means that the item is declared valid. the reliability test is an instrument to test and measure the degree of confidence of a measuring instrument using the cronbach's alpha value approach. the criteria that must be met is if the cronbach's alpha value is > 0,5. pls analysis is an analysis that can be used to find a relationship between two or more variables, consisting of exogenous and endogenous variables. a. relationship between variable of brand experience, brand trust and perceived quality with customer satisfaction. y = b1 x1+b2 x2+b3 x3 (1) in which: y = customer satisfaction b1, b2,… = variable coefficient x1 = brand experience x2 = perceived quality x3 = brand trust b. relationship between customer satisfaction and brand experience with brand awareness. y = b1 x1+b2 x2 (2) in which: y = brand awarenes b1, b2,… = variable coefficient x1 = customer satisfaction x1 = brand experience the t-test is carried out to test the coefficients on exogenous variables against endogenous variables directly (ghozali, 2013). the results of the early t-test will be compared with the t table using a significant level of 5%, in which the hypothesis is accepted if the value t ≤ t table and rejected if the value t ≥ t table. iii. results and discussions retrieval of data focuses on respondents who carries out departure boarding at the initial station where respondents have used e-boarding passes and showed id card or valid identity. the results of the characteristics of respondents are divided as seen in table 2. table 2 shows that 52,8% respondents are male whose age range is 26-30 years at 32,8 in daop 6 yogyakarta, where this place is an educational and tourist destination. calculation of the validity evaluates the validity of the reflective model by considering the value of the loading factor. if the loading factor value is above 0,6 (loading factor > 0,6), the instrument meets the convergent validity test (see table 3). table 2 characteristics of study respondents description groups qty. % gender male 211 52,8 female 189 47,3 age 21-25 years old 103 25,8 26-30 years old 131 32,8 31-35 years old 116 29,0 36-40 years old 50 12,5 location daop 1 jakarta 60 15 daop 2 bandung 45 11,3 daop 3 cirebon 45 11,3 daop 4 semarang 45 11,3 daop 5 purwokerto 30 7,5 daop 6 yogyakarta 75 18,8 daop 7 madiun 30 7,5 daop 8 surabaya 55 13,8 daop 9 jember 15 3,8 source: author data process (2020) an instrument is said to meet the convergent validity test if it has an average variance extracted (ave) above 0,5. based on table 4, it can be seen that the variables of brand experience, perceived quality, brand trust, customer satisfaction, and brand awareness produce the value of average variance extracted (ave) greater than 0,5. thus, indicators that measure brand experience, perceived quality, brand trust, customer satisfaction, and brand awareness variables are declared valid. test criteria state that if composite reliability is greater than 0,7 and cronbach`s alpha value is greater than 0,6, so the construct is declared reliable. table 5 shows that the value of composite reliability on the variable of brand experience, perceived quality, brand trust, customer satisfaction, and brand awareness is greater than 0,7. thus, based on the calculation of composite reliability of all indicators that measure the variable of brand experience, perceived quality, brand trust, customer satisfaction, and brand awareness are declared reliable. testing the direct influence hypothesis is used to test whether there is an effect of exogenous variables directly on endogenous variables. the test criteria state that if the path coefficient is positive and the value of t-statistics ≥ t-table (1,645) then it is stated that there is a positive and significant influence of exogenous variables on endogenous variables. the results of hypothesis testing is provided in table 6. 135the determinant factors of kai..... (rano kartono; afif wildan tamami) table 3 table of convergent validity test result variable item mean loading f. s. error t stat brand experience be1 3,11 0,901 0,016 56,329 be2 2,81 0,903 0,012 75,996 be3 4,19 0,950 0,008 114,54 be4 3,94 0,857 0,024 36,064 be5 4,29 0,965 0,005 199,30 be6 4,41 0,918 0,013 68,686 be7 4,13 0,900 0,021 43,567 perceived quality pe1 3,90 0,753 0,059 12,743 pe2 3,56 0,631 0,058 10,858 pe3 3,39 0,949 0,012 79,422 pe4 3,57 0,831 0,024 34,935 pe5 3,22 0,918 0,012 77,464 pe6 3,30 0,915 0,014 64,543 pe7 3,49 0,913 0,017 52,438 brand trust bt1 4,34 0,928 0,010 94,726 bt2 4,46 0,901 0,015 58,268 bt3 3,93 0,759 0,049 15,516 bt4 3,29 0,769 0,052 14,831 bt5 3,21 0,815 0,036 22,760 bt6 4,10 0,801 0,029 27,358 bt7 3,10 0,909 0,011 80,279 customer satisfaction cs1 4,31 0,937 0,012 76,658 cs2 2,81 0,803 0,020 40,372 cs3 2,91 0,853 0,019 45,846 cs4 3,15 0,703 0,056 12,553 cs5 3,81 0,800 0,037 21,619 cs6 4,22 0,789 0,046 17,249 cs7 3,51 0,738 0,063 11,622 brand awareness ba1 4,48 0,796 0,030 26,238 ba2 3,10 0,835 0,027 31,169 ba3 2,92 0,864 0,021 41,936 ba4 3,20 0,606 0,070 8,686 ba5 3,47 0,738 0,048 15,447 ba6 3,34 0,788 0,047 16,681 ba7 3,43 0,762 0,046 16,696 source: author data process (2020) table 4 table of validity test results of convergent with ave variable average variance extracted brand experience 0,599 perceived quality 0,836 brand trust 0,711 customer satisfaction 0,650 brand awareness 0,724 source: author data process (2020) table 5 table of reliability test result of construct variable composite reliability cronbach’s alpha brand experience 0,912 0,886 perceived quality 0,973 0,967 brand trust 0,945 0,932 customer satisfaction 0,928 0,909 brand awareness 0,948 0,934 source: author data process (2020) table 6 table of direct hypothesis test result hypothesis variable t stat t-tab remark h1 brand experience → customer satisfaction 8,538 1,645 accepted h2 perceived quality → customer satisfaction 1,836 1,645 accepted h3 brand trust → customer satisfaction 0,441 1,645 rejected h4 customer satisfaction → brand awareness 5,195 1,645 accepted h5 brand experience → brand awareness 2,926 1,645 accepted source: author data process (2020) the first hypothesis about the effect of brand experience on customer satisfaction is accepted, meaning that the brand experience variable has a positive effect on customer satisfaction. this reinforces agata et al. (2017) which state that the experience of using a brand at the beginning of the use will form the perception of customer satisfaction. satisfied customers have tendencies to repurchase the same brand. in contrast, unsatisfied customers are most likely not going to trust the brand anymore. the second hypothesis shows that perceived quality has a positive effect on customer satisfaction. this is in agreement with saleem et al. (2015) which show that customer perception of brands is very influential on customer satisfaction. in customer perception, the brand must have advantages and quality following the comparison of costs to be incurred by the customer. thus, the higher perceived quality tends 136 the winners, vol. 21 no. 2 september 2020, 129-139 to establish customer satisfaction and encourage them to repurchase in the future. the third hypothesis about brand trust has a positive effect on customer satisfaction in the research is rejected. this is consistent with minta (2018) which states that brand trust has negative effects on customer satisfaction in the insurance service industry. this is inversely proportional to the statement by kiyani et al. (2012) that in the automotive industry in pakistan, brand trust has a significant effect on customer satisfaction and brand loyalty. brand trust is basically an emotional commitment of customers to the brand. the research also shows that trust has an important role in determining purchasing decisions by customers repeatedly and forming customer satisfaction in the long run. in the research, brand trust does not significantly influence customer satisfaction. this reinforces the data that the number of kai access downloaders through the playstore is more than 5 million downloaders but only 20% of them are active users are only around 1,1 million people, there is still a high gap range. this is an indication that kai access is widely downloaded by the millennial generations. however, since there is lack of customers’ trust in this application, customers’ satisfaction tends to be low, which ends up with the fact that the application is not used and removed from the smartphones. the fourth hypothesis is accepted, where the influence of customer satisfaction on brand awareness is directly proportional. this is in accordance with the theory of east (1997) which states that brand awareness is the ability of consumers to remember a brand and make it different from other similar brands with a difference of four levels, namely unaware of the brand, brand recognition, brand recall and top of mind. it means that higher level of customer satisfaction will affect consumers' memories to remember the brand. the fifth hypothesis is accepted, where brand experience is directly proportional to brand awareness. this follows cleff et al. (2014) pointing out that the experience of using a brand will stimulate the five senses to play an important role in consumers’ minds so that it is easy to remember, which form an unconscious awareness to determine future brand consumption. goodness of fit model in analysis of pls is conducted by using r-squared. the result of goodness of fit model has been summarized in table 7. customer satisfaction variable r-squared has a value of 0,896 (89,6%) showing that the diversity of customer satisfaction variable can be explained by the variable of brand experience, perceived quality, and brand trust by 89,6%, while the remaining 10,4% contributed by other variables is not discussed in the research. r-squared of brand awareness variable is 0,920 (92,0%) showing that the diversity of brand awareness variable can be explained by the variable of brand experience and customer satisfaction by 92,0% while the remaining 8,0% contributed by other variables is not discussed. table 7 table of goodness of fit model test result endogenous variable r-squared customer satisfaction 0,896 brand awareness 0,920 source: author data process (2020) the conversion of the path diagram in the measurement model is intended to determine the effect directly or indirectly. the direct and indirect effects of the model are presented in table 8 and table 9. table 8 diagram conversion result path 1 exogenous endogenous direct coefficients brand experience customer satisfaction 0,963* perceived quality customer satisfaction 0,087* brand trust customer satisfaction -0,060 remark: * (significant) source: author data process (2020) table 8 and table 9 show the measurement model for the variable y (customer satisfaction) and variable x1 (brand experience), x2 (perceived quality) and x3 (brand trust), which is: eq 1: cs = 0,963be + 0,087pe – 0,060 bt ......... (1) table 9 diagram conversion result path 2 exogenous endogenous direct coefficients brand experience brand awareness 0,348* customer satisfaction brand awareness 0,608* source: author data process (2020) eq 2: ba = 0,348 be + 0,608 cs .......................... (2) the results indicate that brand experience has the greatest effect on customer satisfaction rather than perceived quality and brand trust. this means that the level of customer satisfaction on the kai access application is based on previous experience using the kai access application. if users feel that kai access application provides more benefits than similar applications, customer satisfaction will be higher, so 137the determinant factors of kai..... (rano kartono; afif wildan tamami) they make repeated purchases in the future and vice versa. meanwhile, the brand awareness of customer satisfaction and brand experience variables find that the greatest effect is customer satisfaction. this means that brand awareness is established from customer satisfaction, while customer satisfaction is built from brand experience from repeated consumption that is not just one time. iv. conclusions the research is conducted to determine the level of relationship between variables of brand experience, perceived quality, brand trust, customer satisfaction and brand awareness. it can be concluded that: 1) brand experience and perceived quality have positive effects on customer satisfaction; 2) brand trust does not have positive effects on customer satisfaction; 3) customer satisfaction and brand experience have positive effects on brand awareness. companies engaged in trust services have an important role in selecting a brand that will be used by customers. however, if the company is a monopoly company, consumers will have no choice but to follow the policies and rules of the brand owner. to increase customer satisfaction, companies should form a pleasant experience of using so that satisfaction and a good perception of a brand arise. a good brand will establish awareness that customers remember to make purchases in the future. further studies are suggested to expand the respondents (all kai access users, not just millennials) as well as new respondents to determine the reasons for choosing kai access, to expand the research coverage area to divre in sumatra. besides, future research may also add measurement variables about customer satisfaction and brand awareness. the results have limitations, namely: (1) respondents are only those who have used the kai access application before, from millennials only, even though generation z has started to enter the workforce; (2) questionnaires and statements are further expanded, thereby reducing the level of the subjectivity of respondents; (3) studied variables are only those that have the brand experience, perceived quality and brand trust, customer satisfaction and brand awareness. the managerial implication that can be done is in terms of marketing strategies that need to be addressed regarding the distribution of sub-class ticket prices in kai access so that the cheapest ticket prices in the sub-class are only sold on kai access. it is expected that users mindset will be formed that kai access has the cheapest price than other similar applications. moreover, it is essential to: 1) provide points, member points, price discounts, and integrated merchant discounts that are attractive to new and loyal kai access customers; 2) add options for payment and refund methods such as using other e-wallets (gopay, ovo, and dana); 3) add technicians or customer service training on stations so that they can solve problems (i.e., the kai access application is not synchronized with the link application); 4) improve differentiating services between passengers using e-boarding passes and manual boarding passes, for example implementing an e-gate system (self-check-in) for passengers using kai access; 5) expand promotional media by using media outside of kai, whose system is simple, easy-to-use, and straightforward so that it is easier for consumers to update and change their account data; 6) protect the confidentiality of consumer personal data from theft and illegal trade; 7) provide a more practical and fast solution to fraud and failure of the kai access and link aja payment systems so that it does not harm consumers. references aaker, d. a. 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(2016). brand experience as a contemporary source of brand equity in 21st century: evidence from the chinese consumer market. international journal of education and research, 4(9). 63-76. http://w.ijern. com/journal/2016/september-2016/06.pdf. microsoft word 04_hartiwi_pemetaan budaya.doc journal the winners, vol. 9 no. 1, maret 2008: 48-61 48 analisis pengaruh hasil pemetaan budaya mahasiswa binus terhadap jiwa kewirausahaan: studi kasus tahun ajaran 2006-2007 synthia atas sari1; hartiwi prabowo2 abstract those culture factor than reliabled by people in did interaction with circles, language, think, etc. article will map out ubinus reguler student culture using 6 pole culture dimencion by schwartz and will see the influence than entrepreneurship spirit that should be possessed by leaders in the future. article used descriptive research method and the data were collected by using questioner. the analysis method was quantitative and qualitative method. the result indicates that conspicuous culture was the embeddedness between individual and group, egaliter (trust, responsibility, loyal with friends or group), and harmonious culture. there are positive influences between the three of dimension culture than entrepreneurship spirit and more influence was embedded ness culture. keywords: culture dimension, entrepreneurship spirit, student abstrak artikel memetakan budaya yang dimiliki oleh mahasiswa s-1 regular ubinus berdasarkan teori 6 kutub dimensi budaya dari schwartz dan akan dilihat pengaruhnya terhadap jiwa kewirausahaan yang seharusnya dimiliki oleh para pemimpin masa depan. metode penelitian deskriptif dan jenis studi kasus digunakan dalam penelitian ini, pengumpulan data dengan kuesioner dan teknik analisis kualitatif dan kuantitatif. berdasarkan hasil pemetaan budaya pada mahasiswa ubinus, khususnya mahasiswa semester 5 ke atas dalam mata kuliah entrepreneurship, maka budaya yang lebih menonjol adalah keterikatan antar individu dan kelompok, egaliter (dapat dipercaya, bertanggung jawab,setia pada sahabat atau kelompok), dan budaya harmoni. terdapat pengaruh positif antara ketiga dimensi tersebut terhadap jiwa wirausaha dan yang paling berpengaruh adalah budaya keterikatan. kata kunci: dimensi budaya, jiwa entrepreneurship, mahasiswa 1, 2 jurusan manajemen, fakultas ekonomi, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, synthia@binus.edu, hartiwi2200@yahoo.com analisis pengaruh hasil... (synthia atas sari; hartiwi prabowo) 49 pendahuluan kita semua menyadari mengenai bagaimana budaya yang dianut oleh manusia berbeda satu sama lainnya. menurut schwartz, budaya adalah keanekaragaman makna, kepercayaan, praktek, simbol, norma, dan nilai yang diyakini oleh seseorang dalam masyarakat. nilai yang diyakini dalam masyarakat itulah yang menjadi pusat ciri utama budaya (hofstede, 1980, schwartz, 1990). penekanan nilai itu menunjukkan konsepsi bersama apa yang baik dan diinginkan di budaya tersebut yang disebut sebagai budaya yang ideal. nilai budaya yang menekankan pada bentuk dan pembenaran nilai kelompok dan individu, kepercayaan, tindakan, dan tujuan, kebijakan dan peraturan institusi, norma dan tindakan sehari-hari itulah yang melandasi nilai budaya dalam masyarakat. misalnya, nilai budaya yang menekankan pada kesuksesan dan ambisi merefleksikan suatu sistem ekonomi yang sangat kompetitif. selain itu, budaya itu juga merefleksikan simbol status (misal: mobil mercy) dan norma yang mengaktifkan asertiveness. schwartz membangun dimensi nilai untuk membandingkan budaya dengan melihat tiga hal penting yang merangkum seluruh masyarakat. hal yang pertama adalah hubungan natural atau keterikatan antara individu dan kelompok yang dibagi menjadi dimensi budaya otonomi versus keterikatan. kedua adalah menjamin perilaku tanggung jawab sosial, yaitu egaliter versus hierakhi. ketiga adalah peraturan bagaimana orang mengatur hubungan mereka dengan dunia alami dan sosial, yang dibagi menjadi dimensi keselarasan versus penguasaan. seperti yang diketahui bahwa tidak semua manusia memiliki jiwa wirausaha. jiwa yang dimiliki oleh usahawan itu dibentuk berdasarkan budaya yang mereka percaya. wirausahawan adalah seseorang yang menciptakan sebuah bisnis baru dengan mengambil risiko dan ketidakpastian demi mencapai keuntungan dan pertumbuhan dengan cara mengidentifikasi peluang dan menggabungkan sumber daya yang diperlukan untuk mendirikannya. namun karena perkembangan dan pengaruh globalisasi, yaitu kompetitif sangat tinggi sehingga setiap manajer perusahaan dituntut untuk mempunyai jiwa wirausaha. perubahan lingkungan dinamis yang terus terjadi, kerap kali menjadi masalah perusahaan yang sukar ditangani sedangkan perubahan itu harus diikuti. perubahan itu tidak hanya menutup persaingan dari suatu perusahaan tetapi juga membuka peluang namun peluang itu harus cepat diketahui, diambil, dan dikelola secara efisien dan efektif sehingga dapat menciptakan nilai tambah bagi perusahaan. untuk menangani hal itu, memang diperlukan manusia yang mempunyai jiwa wirauasaha. jiwa wirausaha (intraentreupreunership) adalah suatu jiwa dari seseorang yang berani mengambil risiko dan ketidakpastian dari sebuah peluang untuk menciptakan keuntungan dan pertumbuhan bagi perusahaan. journal the winners, vol. 9 no. 1, maret 2008: 48-61 50 jiwa wirausaha itulah yang dipengaruhi oleh budaya. dari enam dimensi budaya yang dibagi oleh schwartz dapat dilihat bahwa seharusnya jiwa tersebut hanya pada dimensi intelektual otonomi, penguasaan, dan hierarkhi. berdasarkan hal itu, ingin diketahui peta budaya mahasiswa s-1 reguler universitas bina nusantara dan apakah dimensi budaya memang mempunyai pengaruh terhadap jiwa wirausaha dari seseorang serta dimensi budaya mana yang memberikan kontribusi besar pada pengembangan jiwa wirausaha. tujuan penelitian untuk mengetahui pola budaya mahasiswa universitas bina nusantara, mengetahui pengaruh budaya mahasiswa terhadap jiwa wirausaha mereka, dan mengetahui dimensi budaya mana yang memiliki kontribusi besar dalam jiwa wirausaha. manfaat penelitian adalah universitas bina nusantara dapat mengetahui dimensi budaya yang lebih dominan yang dimiliki oleh mahasiswa, mengoptimalkan dimensi budaya yang ada untuk mendukung jiwa wirausaha, mendorong prestasi mahasiswa binus dengan mengenal budaya mereka, menciptakan lingkungan pembelajaran yang sesuai dengan budaya mahasiswa, dan mengetahui apakah budaya universitas bina nusantara sudah selaras dengan budaya mahasiwa. pembahasan budaya hal pertama adalah hubungan alami atau ikatan diantara individu dan kelompok. sampai sebatas mana manusia itu mandiri atau terikat pada kelompoknya. schwartz membagi dimensi budaya menjadi dua kutub, yaitu mandiri (otonomi) versus keterikatan. dalam kultur otonomi, orang dipandang sebagai orang yang mandiri. mereka harus mengembangkan dan menyatakan pilihan mereka sendiri, perasaan, gagasan, dan kemampuan, dan menemukan arti dari keunikan mereka sendiri. ada dua jenis budaya otonomi. pertama, otonomi intelektual, yaitu mendorong individu untuk mengejar gagasan mereka sendiri dan arah intelektual dengan bebas. contoh nilai penting dalam kultur itu meliputi pemikiran yang luas, rasa ingin tahu, dan kreativitas. kedua, otonomi afektif (sikap kemandirian). budaya itu mendorong individu untuk mengejar pengalaman yang sifatnya positif untuk mereka sendiri. nilai penting budaya itu meliputi kesenangan, menggairahkan hidup, dan variasi hidup. di budaya keterikatan, manusia dilihat sebagai kesatuan yang terikat dalam suatu kebersamaan/kelompok. arti kehidupan datang dari hubungan sosial, melalui pengidentifikasian dengan kelompok, partisipasi dalam membagi jalan hidup bersama, dan berjuang untuk mencapai sasaran bersama. budaya keterikatan itu menekankan pada mempertahankan status quo dan mengambil tindakan pengendalian yang mungkin mengganggu kesetiakawanan kelompok atau tatanan tradisional. contoh nilai penting dalam budaya tersebut adalah tatanan sosial, menghormati tradisi, keamanan, ketaatan, dan kebijaksanaan. analisis pengaruh hasil... (synthia atas sari; hartiwi prabowo) 51 faktor yang kedua dalam hubungan bermasyarakat adalah menjamin perilaku bertanggung jawab dalam tatanan sosial. manusia harus dibujuk untuk mempertimbangkan kesejahteraan orang lain, untuk berkoordinasi dengan mereka, dan dengan demikian mereka saling bergantung. budaya itu diberikan label budaya egaliter (perasaan senasib dan sederajat) yang membujuk orang untuk mengenali satu sama lain yang memiliki moral yang sama untuk berbagi minat dasar sebagai manusia. seseorang disosialisasikan ke dalam suatu komitmen untuk bekerja sama dan untuk merasakan perhatian untuk kesejahteraan orang lain. mereka diharapkan bertindak untuk memberikan manfaat kepada yang lain sebagai suatu pilihan. contoh nilai penting dalam budaya itu adalah persamaan, keadilan, tanggung jawab, bantuan, dan kejujuran. kutub budaya lain adalah budaya hierarki yang bergantung pada sistem hierarkhi, warisan untuk menghasilkan perilaku yang bertanggungjawab. hal itu digambarkan pada pembagian kekuasaan yang berbeda, peran, dan sumber yang resmi. orang disosialisasikan untuk mendistribusikan secara hierarkhis dari sebuah peran untuk memenuhi ketentuan aturan dan kewajiban yang berkait dengan peran mereka. nilai, seperti kekuasaan sosial, otoritas, kerendahan hati, dan kekayaan adalah yang sangat penting di dalam budaya hierarkhi. faktor hubungan masyarakat ketiga adalah mengatur bagaimana orang mengelola hubungan mereka dengan dunia sosial dan alam. kutub pertama dari budaya pada masalah ini adalah keselarasan yang menekankan kecocokan dengan dunia apa adanya, berusaha untuk memahami, dan menghargainya dibandingkan berusaha untuk mengubah, atau untuk memanfaatkannya. nilai penting dalam budaya keselarasan itu, meliputi kedamaian dunia, menyatu dengan alam, dan melindungi lingkungan. kutub lawannya adalah budaya penguasaan. budaya ini mendorong secara aktif pernyataan diri dalam rangka menguasai, dan merubah lingkungan sosial dan alam secara langsung untuk mencapai tujuan kelompok atau pribadi. nilai seperti ambisi, sukses, keberanian, dan kompetensi adalah hal yang penting dalam budaya penguasaan. jika suatu orientasi nilai budaya ditekankan secara ekstrim, akan membuka sisi gelap dari manusia. permasalahan yang muncul adalah yang berkaitan dengan tidak adanya penekanan nilai yang berlawanan. penekanan ekstrim keterikatan pada suatu kelompok, misalnya menghancurkan individualitas dan penekanan ekstrim pada otonomi akan merusak ikatan sosial yang penting. penekanan yang berlebihan pada penguasaan akan menghasilkan ekploitasi terhadap manusia dan alam sedangkan penekanan yang berlebihan pada keselarasan akan melemahkan inisiatif dan produktivitas. stres yang terlalu kuat dalam hierarki akan mendorong perbedaan besar dalam konsumsi dan stres yang berlebihan pada budaya egaliter akan mengikis penerimaan peran kewajiban yang tidak seimbang dan penghargaan yang tidak dapat dipisahkan pada institusi sosial. journal the winners, vol. 9 no. 1, maret 2008: 48-61 52 simpulannya, teori menetapkan tiga dimensi budaya yang saling berlawanan (2 kutub berlawanan) yang menghadirkan resolusi alternatif dari setiap tiga permasalahan yang dihadapi semua masyarakat, yaitu kebersamaan versus otonomi, hierarki versus egaliterisme, dan penguasaan versus keselarasan. suatu penekanan bermasyarakat pada jenis kutub yang satu dari dimensi tersebut akan memberikan penekanan terbalik bagi kutub lainnya yang akan menjurus ke arah konflik. contohnya, budaya amerika cenderung menekankan pada penguasaan dan otonomi afektif dan hanya sedikit menekankan pada keselarasan kemudian singapura menekankan pada hierarki tetapi tidak pada egaliterisme dan otonomi intelektual. jika dimensi itu diterapkan dalam jiwa individu manusia maka apabila seorang individu cenderung berada pada kutub yang satu, tidak mungkin juga pada kutub yang berlawanan. misalnya si amir cenderung kepada dimensi hierarkhi, tentu saja dia tidak mungkin berada di dimensi egaliter. dapat dilihat jelas bahwa bila seseorang yang memiliki jiwa kewirausahaan, yaitu kerja keras, keyakinan diri, optimisme, keteguhan hati dan tingkat energi yang tinggi keberanian, ambisi, dan sukses itu akan cenderung pada dimensi kutub budaya otonomi, hierarkhi, dan egaliter. tentu saja berlawanan dengan kutub dimensi lainnya. kewirausahaan menurut amin widjaja tunggal (2004), wirausahawan adalah seseorang yang bertanggung jawab untuk mengorganisasi, mengelola, dan menanggung risiko usaha. seorang wirausaha dapat menciptakan usaha baru dengan menghadapi risiko dan ketidakpastian dengan tujuan untuk mendapatkan laba dan pertumbuhan dengan mengidentifikasi peluang dan merakit sumber daya yang diperlukan untuk mengkapitalisasi sumber daya tersebut. menurut stephen robbins dan mary coulter (2005), wirausaha condong memantau lingkungan dengan seksama untuk mencari peluang dan sumber daya yang ada untuk menjadi pendukung dalam mengidentifikasi peluang. penekanan strategis wirausaha didorong oleh persepsi pada peluang, bukan pada tersedianya sumber daya. menurut stephen robbins dan mary coulter (2005), ciri-ciri kepribadian seorang wiraswasta itu mencakup kerja keras, keyakinan diri, optimisme, keteguhan hati, dan tingkat energi yang tinggi, wirausaha tersebut yakin bahwa peluang itu dapat dimanfaatkan. menurut justin g. longenecker (2001), akhir rangkaian kesatuan pada manajemen kurang profesional adalah para wirausaha dan manajer lain yang sangat bergantung pada pengalaman masa lalu serta petunjuk praktis dan tingkah pribadi dalam memberikan petunjuk pada bisnis mereka. dalam banyak kasus, ide motivasi mereka didasarkan pada cara mereka diperlakukan dalam bisnis sebelumnya atau hubungan keluarga. analisis pengaruh hasil... (synthia atas sari; hartiwi prabowo) 53 menurut mcber (1986), kompetensi yang merupakan karakteristik wirausahawan yang berhasil adalah sebagai berikut. pertama, proaktif, yaitu insiatif dan asertif. kedua, berorientasi prestasi, yaitu melihat dan bertindak berdasarkan peluang, orientasi efesiensi, perhatian pada pekerjaan dengan mutu tinggi, perencanaan yang sistematis, dan pemantauan. kedua, komitmen pada orang lain, yaitu komitmen terhadap pekerjaan dan enyadari pentingnya dasar hubungan bisnis. faktor penyebab kegagalan dan keberhasilan wirausaha menurut www.puskur.net yang mengutip pendapat dari a. kuriloff, john m. memphil, jr., dan douglas cloud, disebutkan bahwa faktor penyebab kegagalan dan keberhasilan wirausaha adalah sebagai berikut. pertama, technical competence, yaitu memiliki kompetensi dalam bidang rancang bangunan sesuai dengan bentuk usaha yang dipilih. kedua, marketing competence, yaitu memiliki kompetensi dalam menemukan pasar yang cocok, mengidentifikasi pelanggan, dan menjaga kelangsungan hidup perusahaan. ketiga, financial competence, yaitu memiliki kompetensi dalam bidang keuangan, mengatur pembelian, penjualan, pembukuan, dan perhitungan laba/rugi. keempat, human relations competence, yaitu kompetensi dalam mengembangkan hubungan personal, seperti kemampuan berelasi dan menjalin kemitraan antar perusahaan. faktor kegagalan, pertama, memperoleh pendapatan yang tidak pasti dan memikul berbagai risiko. jika risiko itu telah diantisipasi secara baik maka wirausaha telah menggeser risiko tersebut. kedua, bekerja keras dan waktu/jam kerjanya panjang. ketiga, kualitas kehidupannya masih rendah sampai usahanya berhasil karena harus berhemat. metode penelitian metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif dan jenis penelitian studi kasus. unit analisis dalam penelitian ini adalah mahasiswa/mahasiswi s-1 reguler universitas bina nusantara mata kuliah entrepreneurship pada semester 5 dan 7 tahun 2007. dari popolusi itu, untuk menentukan ukuran sampel, peneliti menggunakan rumus slovin (umar, 2005:146) dan diperoleh sampel sebanyak 319 mahasiswa. tabel 1 sampel berdasarkan proportionate stratified random sampling jurusan anggota sampel(orang) sistem informasi 491 99 komputerisasi akuntansi 823 167 teknik informasi dan statistik 70 14 bahasa inggris 127 26 bahasa mandarin 63 13 total 1574 319 sumber: data jurusan journal the winners, vol. 9 no. 1, maret 2008: 48-61 54 dalam mengumpulkan data, penelitian ini menggunakan kuesioner dengan skala likert, untuk mengukur variabel budaya dengan diberikan bobot sebagai berikut: a. nilai -1 artinya bertentangan dengan prinsip hidup seseorang b. nilai 0, artinya tidak penting (tidak berkaitan) c. nilai 1, artinya tidak penting, namun masih berkaitan d. nilai 2 4, artinya penting dalam prinsip hidup e. nilai 5-6, artinya sangat penting dalam prinsip hidup f. nilai 7, artinya nilai yang terpenting (sangat prinsip) variabel budaya dikelompokkan dalam indeks penilaian untuk memetakan dalam tiga kategori dimensi budaya sebagai berikut. tabel 2 pemetaan budaya dimensi budaya no. kuesioner embeddedness/keterikatan 8,11,13,15,18,20,26,32, 40, 46,47,51,54,56 hierarchy 3,12,27,36 mastery/penguasaan 23,31, 34,37,39, 41,43,55, affective autonomy 4,9,25,50,57 intellectual autonomy 5,16,35,53 egalitarianism 1,30,33,45,49,52 harmony 17,24,29,38 sumber: schwartz untuk variabel karakteristik jiwa kewirausahaan digunakan skala semantik, dengan nilai 1 sampai dengan 7 yang menunjukkan indikator yang nilainya saling dipertentangkan (dua kutub yang berbeda). setelah memetakan dimensi budaya kemudian dengan dimensi yang mendukung jiwa kewirausahaan, dilakukan analisis dengan model ekonomi. untuk memetakan budaya, peneliti menggunakan metode deskriptif dan analisis silang (cross section analysis). setalah itu, dalam menganalisis data lebih lanjut akan dilakukan multiple regression. variabel yang diikutsertakan dalam analisis ini adalah dimensi budaya otonomi vs kebersamanaan, harmoni vs penguasaan, dan hierarkhi vs egaliter. langkah regresi adalah sebagai berikut. pertama, menentukan variabel terikat (dependent variables). dependen variabelnya adalah jiwa kewirausahaan. kedua, menentukan variabel bebas (independent variables). variabel bebas dalam penelitian ini adalah dimensi budaya otonomi vs keterikatan; dimensi budaya harmoni vs penguasaan; dimensi budaya hierarkhi vs egaliter. ketiga, model ekonomi. model yang digunakan merupakan persamaan linear sebagai berikut: y = a + βx1 + γ x2 + ρ x3 y = variabel terikat ( jiwa kewirausahaan) x 1 = dimensi budaya otonomi vs keterikatan x 2 = dimensi budaya hirarkhi vs egaliter x 3 = dimensi budaya keselarasan (harmony) vs penguasaan analisis pengaruh hasil... (synthia atas sari; hartiwi prabowo) 55 keempat, jenis regresi. pada model tersebut, dilakukan regresi linear. regresi yang dilakukan dengan pendugaan kuardat terkecil/ols (ordinary least square). apabila di dalam model tersebut terjadi heteroskedastisitas maka akan dilakukan pembobotan menggunakan cara weighted least square (wls). persamaan regresi tersebut harus terbebas dari otokorelasi, kolinearitas berganda, dan heteroskedastisitas. kelima, melakukan analisis hasil. dari hasil analisis silang kemudian menggunakan pearson correlation test, melihat besarnya hubungan variabel independen menggunakan koefisien beta dan kemudian dilakukan uji signifikansi dengan uji t. koefisien beta menandakan reaksi positif atau negatif dari masing-masing variabel. hipotesis dalam penelitian ini adalah sebagai berikut. h1 : β > 0 ada hubungan positif antara dimensi budaya otonomi vs kebersamaan dengan jiwa kewirausahaan h2 : γ > 0 ada hubungan positif antara dimensi budaya harmoni vs penguasaan dengan jiwa kewirausahaan h3 : ρ > 0 ada hubungan positif antara dimensi budaya hirarkhi vs egaliter dengan jiwa kewirausahaan hasil penelitian uji validitas dan realibilitas uji validitas dilakukan 30 responden dengan tingkat interval kepercayaan 95%. menghitung korelasi antara masing-masing pertanyaan dengan skor total memakai teknik korelasi product moment kemudian nilai korelasi tersebut dibandingkan dengan nilai kritis untuk korelasi r product moment (r-tab) 0,361 (umar, 2005:190). hasilnya 57 pertanyaan budaya valid dan 15 pertanyaan jiwa wirausaha juga valid. untuk uji realibilitas juga dilakukan 30 responden, nilai koefisien realibilitas diperoleh dengan rumus alpha kemudian dibandingkan dengan alpha crocbach 0,6 (rangkuti, 2004:77). dari perhitungan korelasi product moment bahwa semua item pertanyaan memiliki nilai korelasi ||r|rtab|>(0,361) maka semua item pertanyaan dinyatakan valid dan memiliki nilai realibilitas alpha |r11| sebesar 0,863 > 0,6 maka dapat dinyatakan reliabel. journal the winners, vol. 9 no. 1, maret 2008: 48-61 56 analisis pola budaya mahasiswa universitas bina nusantara tabel 3 budaya otonomi vs keterikatan pemetaan budaya indikator rata-rata otonomi afektif kehidupan yang penuh kegairahan 4,63 kenikmatan (memuaskan keinginan sendiri) 4,66 gaya hidup yang bervariasi (penuh dengan tantangan, pembaharuan, dan perubahan) 5,15 menikmati kehidupan 5,46 menuruti diri sendiri (melakukan sesuatu yang mendatangkan kenikmatan sendiri) 4,15 rata-rata keseluruhan 4,81 otonomi intelektual toleransi (tenggang rasa/toleran terhadap perbedaan ide dan kepercayaan) 5,71 kebebasan (kebebasan dalam tindakan dan pemikiran) 5,76 kreativitas (menjadi unik dengan imajinasi) 5,75 ingin tahu (berminat dalam segala hal dan senantiasa menyelusuri) 5,33 rata-rata keseluruhan 5,18 keterikatan keteraturan sosial 5,16 kesopanan 5,93 keamanan nasional 5,57 membalas budi (menghindar berutang baik pada orang lain) 5,57 kehormatan terhadap tradisi (memelihara adat istiadat) 4,55 disiplin diri 5,75 kebijaksanaan (pemahaman terhadap kehidupan) 5,48 moderat 4,52 menghormati orang tua dan lanjut usia 6,2 memelihara reputasi 5,79 patuh (menjalankan kewajiban, tanggung jawab) 5,49 taat agama 6,04 pemaaf 5,44 bersih ( teratur, rapi) 5,54 rata-rata keseluruhan 5,503 sumber: data diolah pemetaan budaya mahasiswa universitas bina nusantara dilihat dari faktor hubungan alami atau ikatan diantara individu dan kelompok, lebih mengarah pada pola budaya keterikatan, diperoleh hasil 5,503 dibandingkan dengan pola budaya otonomi, yaitu 5,18. keterikatan yang menonjol adalah mahasiswa universitas bina nusantara lebih menekankan pada menhormati orang tua atau lanjut usia, ketaatan pada agama, dan kesopanan. namun mahasiswa universitas bina nusantara tetap menghendaki otonomi pada kebebasan dalam pikiran dan tindakan serta kebebasan untuk berkreatifitas. analisis pengaruh hasil... (synthia atas sari; hartiwi prabowo) 57 tabel 4 budaya hierarhi vs egaliterisme pemetaan budaya indikator rata-rata hierarkhi kekuasaan sosial (mengawasi orang lain) 4,39 kekayaan ( kepemilikan materi, uang) 3,46 kekuasaan (hak untuk memimpin atau memerintah) 3,97 rendah hati, sederhana, tidak menyolok 3,46 rata-rata keseluruhan 3,81 egaliterisme kesamaan (kesempatan yang sama untuk semua) 4,94 keadilan sosial (pertolongan kepada yang lemah) 5,60 setia pada sahabat atau kelompok. 5,90 jujur (dapat dipercaya) 6,24 suka menolong 5,68 bertanggung jawab 6,12 rata-rata keseluruhan 5,75 sumber: data diolah faktor pemetaan budaya yang kedua dalam hubungan bermasyarakat adalah menjamin perilaku bertanggung jawab dalam tatanan sosial. diperoleh hasil mahasiswa universitas bina nusantara lebih menekankan pada pola budaya egaliterisme, yaitu perasaan senasib dan sederajat yang membujuk orang untuk mengenali satu sama lain yang memiliki moral yang sama untuk berbagi minat dasar sebagai manusia. seseorang disosialisasikan ke dalam suatu komitmen untuk bekerja sama dan merasakan perhatian untuk kesejahteraan orang lain. mereka diharapkan bertindak untuk memberikan manfaat kepada lainnya sebagai suatu pilihan. tabel 5 budaya penguasaan vs harmoni pemetaan budaya indikator rata-rata penguasaan pengakuan sosial (penghormatan, pangakuan orang lain) 5,13 berdikari (mencukupi diri sendiri) 5,48 berambisi (bekerja keras dengan hasrat tinggi) 5,39 berani (menanggung risiko) 5,20 berpengaruh (mempunyai pangaruh terhadap orang lain) 4,45 memilih tujuan hidup sendiri. 5,93 cakap (berkompeten, efektif, dan efisien) 5,88 berhasil mencapai tujuan. 5,82 rata-rata keseluruhan 4,684 harmoni suatu dunia yang damai (bebas dari konflik) 6,09 kesatuan dengan alam semesta 4,84 dunia yang penuh keindahan (seni dan alam) 5,53 pelindung lingkungan (memelihara alam semesta) 4,91 rata-rata keseluruhan 5,34 sumber: data diolah journal the winners, vol. 9 no. 1, maret 2008: 48-61 58 pemetaan budaya yang ketiga dalam faktor hubungan masyarakat adalah mengatur bagaimana orang mengelola hubungan mereka dengan dunia sosial dan alam. diperoleh hasil mahasiswa universitas bina nusantara lebih menekankan pola budaya harmoni, yaitu menghendaki dunia yang damai (bebas dari perang dan konflik, perhatian dengan keindahan alam dan seni dengan pemeliharaan kelestarian lingkungan serta hidup yang menekankan kecocokan dengan dunia apa adanya, berusaha untuk memahami dan menghargainya dibandingkan berusaha untuk mengubah, atau untuk memanfaatkannya). analisis pengaruh hasil pemetaan budaya terhadap jiwa wirausaha berdasarkan hasil pemetaan budaya pada mahasiswa universitas bina nusantara, khusunya mahasiswa semester 5 ke atas dalam mata kuliah entrepreneurship maka budaya yang lebih menonjol adalah keterikatan antarindividu dan kelompok, egaliter (dapat dipercaya, bertanggung jawab, setia pada sahabat atau kelompok) dan budaya harmoni. apakah budaya tersebut berpengaruh terhadap jiwa wirausaha yang merupakan sasaran mutu universitas bina nusantara? dengan model seperti berikut: y = a + βx1 + γ x2 + ρ x3 y = jiwa wirausaha x1 = budaya keterikatan x2 = budaya egaliter x3 = budaya harmoni dapat diperoleh hasil berikut. model summary model r r square adjusted r square std. error of the estimate 1 .609(a) .371 .365 .56465 a predictors: (constant), x3, x2, x1 anova(b) model sum of squares df mean square f sig. 1 regression 59.343 3 19.781 62.041 .000(a) residual 100.433 315 .319 total 159.776 318 a. predictors: (constant), x3, x2, x1 b. dependent variable: y analisis pengaruh hasil... (synthia atas sari; hartiwi prabowo) 59 coefficients(a) model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 2.830 .213 13.263 .000 x1 .393 .069 .486 5.706 .000 x2 .093 .063 .117 1.469 .143 x3 .020 .038 .033 .530 .596 a. dependent variable: y dari hasil tersebut, model ekonomi yang digunakan dapat menerangkan secara signifikan (dengan nilai f = 62,41) pengaruh budaya keterikatan, egaliter, dan harmoni sebesar 36,5%. dari hasil spss maka persamaan model dapat dibuat seperti berikut: y = 2,830 + 0,486x1 + 0,117 x2 + 0,033 x3. dari semua variabel tersebut yang tidak signifikan adalah variabel x2 dan x3 karena budaya egaliter dan budaya harmoni tidak mendukung jiwa wirausaha. x3 adalah budaya harmoni berkaitan dengan alam semesta dan x2 adalah budaya egaliter, budaya yang berkaitan dengan tanggung jawab sosial. untuk variabel x1 = budaya keterikatan, dapat menjelaskan pengaruhnya secara signifikan (nilai t = 5,706) terhadap jiwa wirausaha sebesar 48,6%. analisis kontribusi terbesar terhadap jiwa wirausaha seperti disebutkan sebelumnya, pola budaya yang sangat mendukung jiwa wirausaha adalah budaya keterikatan yang memiliki nilai lebih besar dibandingkan dengan pola budaya lainnya (x2 atau x3) dan sangat signifikan. hal itu sesuai dengan teori yang menyatakan bahwa manusia dilihat sebagai kesatuan yang terikat dalam suatu kebersamaan/kelompok. arti dari kehidupan datang dari hubungan sosial, melalui pengidentifikasian dengan kelompok, partisipasi dalam membagi jalan hidup bersama, dan berjuang untuk mencapai sasaran bersamanya. budaya keterikatan itu menekankan pada mempertahankan status quo dan mengambil tindakan pengendalian yang mungkin mengganggu kesetiakawanan kelompok atau tatanan tradisional. contoh nilai penting dalam budaya tersebut adalah tatanan sosial, menghormati tradisi, keamanan, ketaatan, dan kebijaksanaan. hasil itu mendukung pendapat justin g. longenecker (2001), ide motivasi para enterpreuner didasarkan pada cara mereka diperlakukan dalam bisnis sebelumnya atau hubungan keluarga disebabkan keterikatan yang menonjol pada mahasiswa universitas bina nusantara lebih menekankan pada menhormati orang tua atau lanjut usia, ketaatan pada agama, dan kesopanan. jiwa wirausaha mahasiswa universitas bina nusantara biasanya memang diturunkan dari keluarga mereka yang rata-rata merupakan keluarga journal the winners, vol. 9 no. 1, maret 2008: 48-61 60 pengusaha. namun, mahasiswa universitas bina nusantara tetap menghendaki otonomi pada kebebasan dalam pikiran dan tindakan serta kebebasan untuk berkreativitas yang membuat mereka makin yakin untuk meneruskan atau membuat usaha seperti yang dilakukan oleh keluarga mereka sebelumnya. penutup simpulan yang dapat diambil berdasarkan pembahasan, yaitu pertama, berdasarkan hasil pemetaan budaya pada mahasiswa universitas bina nusantara, khususnya mahasiswa semester 5 ke atas dalam mata kuliah entrepreneurship maka budaya yang lebih menonjol adalah keterikatan antarindividu dan kelompok, juga budaya egaliter (dapat dipercaya, bertanggung jawab, setia pada sahabat atau kelompok, dan budaya harmoni). kedua, terdapat pengaruh positif antara budaya keterikatan, budaya egaliter, dan budaya harmoni terhadap jiwa wirausaha. pengaruh tersebut signifikan pada budaya keterikatan, namun tidak signifikan pada budaya harmoni dan egaliter terhadap jiwa wirausaha. pola budaya yang sangat mendukung jiwa wirausaha adalah budaya keterikatan yang dimungkinkan diturunkan dari keluarga mereka yang rata-rata merupakan keluarga pengusaha. saran untuk penelitian selanjutnya, yaitu pertama, dari hasil pemetaan budaya tersebut diketahui bahwa mahasiswa universitas bina nusantara bercondong pada budaya keterikatan, egaliter, dan harmoni maka disarankan untuk melakukan pengembangan diri mahasiswa berdasarkan budaya yang dianut. kedua, dalam penelitian ini, dipilih sampel dari semester 5 ke atas dari beberapa jurusan sehingga dimungkinkan apabila diambil seluruh populasi mahasiswa universitas bina nusantara maka akan menghasilkan peta budaya yang berbeda. ketiga, dalam mengambil data jiwa kewirausahaan, peneliti hanya menggunakan kuesioner maka apabila menggunakan metode pengambilan data yang berbeda, seperti simulasi game maka memungkinkan diperoleh hasil yang berbeda. analisis pengaruh hasil... (synthia atas sari; hartiwi prabowo) 61 daftar pustaka hofstede, g. 2001. culture’s consequences: comparing values, behaviors, institutions, and organizations across nations. 2nd edition. beverly hills ca: sage indriantoro, nur dan bambang supomo. 2002. metodologi penelitian bisnis untuk akutansi dan manajemen. yogyakarta: bpfe. mcber and co. march 25, 1986. “entrepreneurship and small enterprise development,” second annual report. usa: agency for international development. robbins, stephen dan mary coulter. 2005. management. edisi 8. usa: prentice hall. santoso, singgih. 2005. spss versi 14. jakarta: pt elex media computindo. schwartz, shalom h. 2003. “mapping and interpreitng cultural differences around the world,” journal social issue. sekaran, uma. 2001. research methods for business. usa: edison wiley & sons. sugiono. 2002. metode penelitian bisnis. bandung: cv alfabeta. supranto, j. 2001. statistik: teori dan aplikasi. edisi ke-6. jakarta: erlangga. umar, husein. 2005. riset pemasaran dan perilaku konsumen. jakarta: pt gramedia pustaka utama. www.puskur.net zimmerer, thomas w. dan norman m. scarborough. 2004. pengantar kewirausahaan dan manajemen bisnis kecil. jakarta: pt indeks, kelompok gramedia. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 51 the winners, 23(1), march 2022, 51-64 doi: 10.21512/tw.v23i1.7170 processes and activities for managing change in information systems implementation in higher education institution manzilatul rohmah1*; apol pribadi subriadi2 1,2 information system department, institut teknologi sepuluh nopember jl. teknik kimia, keputih, kec. sukolilo, surabaya 60111, indonesia 1manzilatulrohmah@gmail.com; 2apolpribadi@gmail.com received: 16th march 2021/ revised: 03rd june 2021/ accepted: 07th june 2021 how to cite: rohmah, m. & subriadi, a. p. (2022). processes and activities for managing change in information systems implementation in higher education institution. the winners, 23(1), 51-64. https://doi.org/10.21512/tw.v23i1.7170 abstract the research aimed to develop a model for managing change consisting of detailed processes and activities that include changes in technology, organizations, and individuals in the implementation of information systems. the change management model developed in the research was used as a guideline for managing changes that occur when implementing changes in information systems in higher education. this change management model was developed using the action research method to obtain a model that fits the practical conditions. the model included the process and details of activities which were obtained in two ways, namely by identifying the success factors of implementing information systems in previous studies and interviewing information system implementers in tertiary institutions to obtain practical change management activities. the proposed change management model has been verified and validated where the results show that the process in the model is in accordance with expert theory. the results of using this model indicate that the management of changes in information systems can be carried out in a clearer and more structured. keywords: change management, information systems implementation, change processes, change activities, higher education institution i. introduction academic and non-academic systems in various higher educations are currently managed with an information-based system to make it easier, faster, and more effective in managing the data held by universities (palilingan & batmetan, 2018). the existence of information systems (is)/information technology (it) which is widely known and provides technological benefits which are very helpful in carrying out traditional administrative processes in higher education. (watchaton & krairit, 2019). administrative processes in higher education institutions (hei) that are still carried out traditionally or manually cause slow work processes and poorly managed document and file storage. (adam, effah, & boateng, 2017). according to adam et al. (2017), heis generally apply innovative technology to increase competitive advantage, help reduce operating costs, and increase performance effectiveness. despite staffs who are afraid of being replaced by the system, others agree that the information system can help staff performance in accelerating the higher education administration process. information systems play a role in organizational development that can help universities reduce costs, increase productivity, efficiency and effectiveness, improve product and service quality, and optimize decision making (martins et al., 2019). this has triggered an increase in the use of information systems to provide a competitive advantage in higher education. the success of an organization in obtaining benefits from the information system cannot be separated from the success of the information system in carrying out its functions (liulliyah & subriadi, 2020). however, unchanging new workflow processes, unadjusted organizational structures, continuing to carry out old cultural practices in organizations, and other problems in business related to adaptation to change are not easy to fix (chowthi-williams, curzio, & lerman, 2016). the manual process that changes by implementing an electronic health record (ehr) system disrupt daily routines and cause various challenges resulting in resistance to change despite knowing its potential benefits. (heath & porter, 2019). this occurs 52 the winners, vol. 23 no. 1 march 2022, 51-64 because the implementation of information systems can cause changes. change is currently considered a normal condition when an organization implements the use of new information and communications technologies (icts) accompanied by changes in users, business processes, and strategic plans. in fact, when organizations implement these changes, they have become an increasing part of business in general. much of the research conducted in hei related to the implementation of information systems (is) has concentrated on problems regarding staff responses to changes caused by new structures and systems. meanwhile, improving project success related to postimplementation information systems is a challenge that needs to be considered for organizations (adam et al., 2017). according to watchaton and krairit (2019), the main challenge faced by administrators from higher education is to ensure the successful implementation of is in their higher education. implementation of information systems in an organization can be defined as the process of determining and installing new technology (watchaton & krairit, 2019). according to al-mamary, shamsuddin, and aziati (2014), there are three main issues that affect the success of is implementation. the first one is technology issues that include system quality, information quality and service quality. system quality is the ease of use of the system and system performance. information quality is the quality of information provided by the system for use by users. meanwhile, service quality is the quality of service provided by the organization's department which is supported by the system. the second issue is organizational issue that include top management support and training for users of information systems. the budget that is fulfilled in accordance with the needs of the information system implementation can be a form of support from top management. the last one is individual issues that include individual computer skills as well as individual experiences using the system. organizations must provide human resources who have information technology-related capabilities and experience in using systems to support the successful implementation of information systems. however, if the organization does not have or cannot employ adequate human resources, the organization must provide training related to information technology in general and implemented information systems to the resources it already has. change management aims to facilitate individual, team, or even organizational change by managing it (almanei, salonitis, & tsinopoulos, 2018). change management can take the form of the procedures, techniques, methods and tools used to control and manage people to get the desired business results after a change (mogogole & jokonya, 2018). the change management process begins with making individuals involved in change understand and accept that change is necessary to achieve better conditions (abatan & maharaj, 2018). higher education must provide guidance for managing change for any information technology that will be used in learning and teaching (abatan & maharaj, 2018). in addition, the level of management in tertiary institutions is responsible for providing clarity regarding the needs for change to all stakeholders involved in change. previous research suggests that applying change management when implementing learning information systems in educational institutions can increase the success of implementation. according to alkarney and albraithen (2018), a conceptual model was produced for the successful implementation of the learning management system in non-scientific colleges by conducting a literature review. the research comes up with a model that has several components of critical success factors, including students, instructors, systems, university support, and change management. ziemba and obłąk (2015) identify critical success factors (csfs) for change management in the is project by conducting a literature review. csfs obtained in the research includes top management support, recognize the change, shared vision for change, managerial activity, effective communication, organization readiness to deal change, employee training, employee involvement, employee satisfaction, information flow, and performance measurement. narciso and allison (2014) combine two change management models, namely the kotter and prosci models to produce a framework to overcome the problem of user resistance in software process improvement initiatives. in this research, eight keys to success in overcoming resistance are generated, including active support from the executive, the intensity of open communication about change, using a structured change management approach, availability of resources, sufficient funding specifically for change management, employees willing to be involved in change, and involvement and support from middle management. abatan and maharaj (2018) generally show that academics are aware of the need for change management. moreover, they believe that change management is needed to assist in integrating technology into higher education. in this research, there are success factors in implementing information systems related to change management: 1) clear needs about educational technology, 2) institutional or organizational structures that are adapted to change, 3) adequate support through training, and 4) information and explanations about the use of technology in each academic section. based on some of these studies, it can be concluded that change management has an important role in the implementation of information systems. therefore, universities are responsible for formulating and providing strategies to implement changes in the information technology used. there have been many models of change management produced by researchers. each of those models has different scope and components. from several existing models, the research uses three change management models that have a scope for individual and organizational change. previous management models used were: 1) awareness, desire, knowledge, 53processes and activities for managing.... (manzilatul rohmah; apol pribadi subriadi) ability, reinforcement (adkar) from prosci, 2) kotter 8 step, and 3) mckinsey 7s. in addition, a change management best practice is also used, namely information technology infrastructure library 3 (itil 3) change management as a basis for developing a change management model in the research. the three models and one best practice on which to base model proposal development have detailed model components and flows. the adkar model is developed by prosci which emphasizes individual change. adkar's prosci model is a framework that helps organizational leaders understand and manage individual change (creasey, 2019). in this model there are five stages of making changes: 1) awareness, 2) desire, 3) knowledge, 4) ability, and 5) reinforcement. these stages must be carried out sequentially when managing change from an individual perspective. prosci sees that change occurs at the individual level because when the organization changes, all the individuals in the organization must also change (creasey, 2019). it is believed that to make changes at the organizational, business, and community levels, one must first understand how to influence individuals to support change. the mckinsey 7s model is a change management model containing 7s components which are divided into two categories—hard and soft— where these components need to be changed to achieve complete change (sachdeva, 2008). the components included in the hard category are strategy, structure, and systems. while the components included in the soft category are staff, style, and skill. one last component which is the center of all components is shared value. the mckinsey model pays attention to the hard and soft components of change management including organizational and individual aspects of change. the kotter 8 steps model was developed by professor john kotter who has a scope of organizational change management, where there are eight steps in managing change, namely: 1) creating the interests of change, 2) building a change guiding team, 3) developing a vision and strategy, 4) forming a representative team as a volunteer force, 5) optimizing action by removing obstacles, 6) producing shortterm achievements, 7) maintaining the acceleration of achieving change, and 8) sustaining change (brissonbanks, 2010). in this model, organizational change management can be done by carrying out the eight stages. change management at itil is a process that aims to ensure that all changes related to information technology systems have been recorded, evaluated, authorized, and implemented properly (susanto, 2016). changes to the system can be triggered by various things such as rules, policies, changes in business processes, system updates or due to system errors. in itil change management, there are several activities including creating, documenting, assessing and authorizing requests for change (rfc), coordinating and authorizing change implementation (development) & testing, coordinating change deployments, and reviewing & closing change records. abatan and maharaj (2018) suggest that managing changes that occur when the information system is implemented can affect the success of its implementation. on the other hand, according to almamary et al. (2014), there are three main issues that affect the successful implementation of information systems, namely technology issues, organizational issues, and individual issues. it is necessary to manage change on these three issues. however, according to sulistiyani and susanto (2018), the current scope of the change management model only focuses on each issue. change management that covers these three issues is needed. the need for change management when software is related to changes in business processes becomes a challenge for an organization. changes must be managed and considered to ensure that the new software is accepted and useful to provides value to the organization (holtel et al., 2017). in managing changes that occur when implementing information systems, a change management model that includes the three scopes is needed to be able to assist in managing changes that occur in hei to increase the success of implementation. in the change management model, more detailed and structured processes and activities are needed, so that they can assist in managing changes in information systems. inefficient management can lead to failed implementation of change due to lack of planning, scarce resources, and inadequate action or organization (wadood, gharleghi, & samadi, 2016). therefore, the research aims to develop a model for managing change consisting of detailed processes and activities that include changes in technology, organizations, and individuals in the implementation of information systems. the change management model produced in the research is expected to help facilitate hei in managing changes when implementing information systems by carrying out the processes and activities in the model, to increase the success of information system implementation. ii. methods the model is developed based on the action research method. action research (ar) aims to study social practices and improve them even though the objectives and assessment criteria used to improve may vary (smit et al., 2020). based on the action research method, there are several processes that are repeated in several cycles, which include planning, acting, developing, and reflecting. the planning process is carried out by collecting literature reviews on the implementation of information systems, change management, and current change management models. in this process, several studies are obtained discussing the implementation of information systems and change management. in addition, several previous change management models are obtained, which could be used as the basis for the 54 the winners, vol. 23 no. 1 march 2022, 51-64 formulation of the model in the research. acting process is carried out by reviewing previous research that has been collected. at this stage, several studies are selected that discussed the critical factors for the successful implementation of information systems related to change management. in addition, the research carries out the selection of a previous change management model used as the basis for the development of the model. the three previous change management models used as the basis for model development are the adkar, kotter 8 step, and mckinsey 7s models. apart from these three models, one best practice, namely itil 3, is also used as the basis for modeling the model. the selection of the previous model is based on important issues in the implementation of information systems and the clarity of the components that each model has. the developing process carries out the preparation of a change management model in the implementation of information systems. the process is divided into two stages. the first stage is the stage of determining the process model obtained from the three previous models that have been mentioned. the second stage is determining the details of the activities for each process obtained from research that discusses critical factors of information system implementation related to change management. the first stage undertaken to develop a change management model is to review the literature related to the akdar, mckinsey, kotter, and itil change management models. furthermore, the identification of model components is carried out to obtain the process in the proposed model. in the second stage, previous research that discusses change management in the application of information systems and the success factors are collected to be used as activities in each predetermined process. the reflecting process is carried out by verifying and validating the model to obtain feedback which is then used for the next action research cycle. the model proposed in the research is verified by experts to determine the suitability of the model with its practice in change management. in addition, this model is also validated by implementing the model in real cases. furthermore, the proposed model is developed in accordance with the results of verification and validation in the next cycle. iii. results and discussions the preparation of processes and activities in the change management model is carried out by determining the process first. the process model is obtained from existing components in the three previous change management models and one change management best practice. details of the components of each of the previous models are provided in table 1. the components of the model in table 1 are table 1 components of previous change management models no. previous model components 1. kotter 8 steps model (almanei et al., 2018) creating a sense of urgency building a guiding coalition developing strategic vision and initiatives obtaining voluntary troops removing obstacles producing short-term achievements maintaining acceleration institutional change 2. prosci’s adkar (creasey, 2019) awareness of the need to change the desire to support and participate in change knowledge of how to change ability to implement change strengthening to sustain change 3. mckinsey 7s (sachdeva, 2008) shared values strategy structure system staff leadership style ability 4. itil 3 (susanto, 2016) record request for change (rfc) review of rfc records assess & evaluate changes authorizing change implementation coordination of change implementation authorizing the application of changes coordinating change deployments reviewing & closing the change log 55processes and activities for managing.... (manzilatul rohmah; apol pribadi subriadi) grouped based on the similarity of the description to get a new process in the proposed model. determination of the process model can be seen in table 2. based on the process obtained from the previous change management model, the change management model proposed is provided in figure 1. figure 1 proposed model the stages of the change management process at itil can be grouped into three stages, namely pre-implementation, implementation, and postimplementation. the term implementation in this case is the implementation of change. in the proposed change management model, there are seven processes carried out to manage changes in the implementation of information systems. processes are carried out sequentially from process 1 to process 7. the detailed determination of activities is obtained from previous research related to the success factors of information system implementation and change management that can be seen in table 3. in the analysis of technology change request process, the activities carried out include recording change requests that refer to activities in itil change management. in the knowing and understanding process of importance of change, the activities undertaken include setting goals and clarifying objectives and communicating them (abatan & maharaj, 2018), as well as discussing the purpose of change to each part involved (chowthi-williams et al., 2016; ziemba & obłąk, 2015). in the developing a change strategy process, the activities carried table 2 mapping the components of the previous research model with the research model process previous model components components grouping research model process creating a sense of urgency urgency knowing and understanding the importance of changeawareness of the need to change the desire to support and participate in change developing strategic vision and initiatives strategy develop change strategy strategy producing short-term achievements leadership style building a guiding coalition team forming a change team obtaining voluntary troops staff structure providing and ensuring infrastructure system structure removing obstacles knowledge of how to change ability identifying and enhancing capabilities ability to implement change ability maintaining acceleration maintaining change sustaining change institutional change strengthening to sustain change shared values record request for change (rfc) technology change request analysis of technology change request review of rfc records assessing & evaluating changes authorizing change implementation coordination of change implementation coordination of change implementation coordinating the implementation of change authorizing the application of changes coordinating change deployments change implementation implementation of technology change reviewing & closing the change log implementation review evaluation of technology change 56 the winners, vol. 23 no. 1 march 2022, 51-64 out include registering stakeholders (alkarney & albraithen, 2018), planning process changes/flow/ data related between divisions (wijaya et al., 2019), determining resources and progress communication strategies (reitsma & hilletofth, 2018), and communicating strategies to each division involved change (ziemba & obłąk, 2015). in the process of forming a change team, the activities carried out include the formation of a functional change team (wijaya et al., 2019), forming a representative team for each section (yusif et al., 2019), and developing skills and directing change in team leaders (chowthiwilliams et al., 2016). the providing and ensuring infrastructure process, includes division of tasks (wijaya et al., 2019), providing centralized data (yusif et al., 2019), ensuring it infrastructure and providing technical support (alkarney & albraithen, 2018). the process of identifying and enhancing capabilities, includes listing it capabilities, analyzing current individual it capabilities (alkarney & albraithen, 2018), conducting training for all involved users (abatan & maharaj, 2018; alkarney & albraithen, 2018; reitsma & hilletofth, 2018; wijaya et al., 2019; ziemba & obłąk, 2015), and communicating the use of information systems (alkarney & albraithen, 2018). the final process of the sustain change process includes evaluating the understanding of change and developing team skills (chowthi-williams et al., 2016), monitoring the behavior of information system users (alkarney & albraithen, 2018), and assessing employee satisfaction and measuring achievement (ziemba & obłąk, 2015). table 3 critical success factors from previous research no. source critical success factors 1. (ziemba & obłąk, 2015) support from top management recognizing changes having shared vision for change planning projects as change activities from the managerial level effective communication organizational readiness to deal with change employee training employee involvement in change employee satisfaction with the system clarity of information flow change performance measurement 2. (wijaya et al., 2019) project leadership application of the system end-user training end-user communication end-user engagement team effectiveness organizational leadership culture 3. (alkarney & albraithen, 2018) experience with technology self-efficacy top management support availability of technical support it infrastructure system quality quality of information quality of service user attitude knowledge about technology awareness and communication providing training and education stakeholder involvement 4. (narciso & allison, 2014) frequent and open communication about change a structured change management approach dedicated change management resources and funding employee engagement and participation middle management involvement and support 5. (abatan & maharaj, 2017) clarifying the need for educational technology creating an appropriate institutional / organizational structure 57processes and activities for managing.... (manzilatul rohmah; apol pribadi subriadi) no. source critical success factors providing adequate support training for users promoting the use of technology for different academic purposes 6. (chowthi-williams et al., 2016) developing leadership skills building the right vision developing organizational values affirming and instilling direction of change at the forefront creating an academic culture ready for sustainable change developing guidance team leadership and management skills. creating a communication forum between organizations on the front lines. 7. (reitsma & hilletofth, 2018) providing education and training conducting effective communication 8. (yusif, hafeez-baig, & soar, 2019) providing change agents who are committed at all levels developing a strategy for implementing change that is clearly articulated table 4 detail of the process and activities of the proposed change management model no. process description activities 1. analysis of technology change request record related information system change requests and evaluate changes requests that have been recorded to get details of change requests. 1. involving managers in the formulation of changes to be made 2. noting the change request 3. creating a request for change (rfc) document 4. assessing and evaluating change 5. authorizing the implementation of the changes 2. knowing and understanding the importance of change knowing and understanding the causes of changes in information systems and the purpose of changes which are communicated to all parts related to change. 1. determining the change goals to be achieved 2. determining the gap between the current condition and the conditions to be achieved 3. clarifying the purpose and function of information system changes 4. creating a forum / meeting to communicate changes between the parties involved 5. informing the purpose of the changes made to all parts affected by the change 6. ensuring stakeholders related to change understand the context of change 3. developing a change strategy developing a change strategy includes a system change planning strategy as well as the required human resources. 1. registering the stakeholders associated with change to be involved in the development of a change strategy 2. planning changes related to changes in process/ flow/data and linkages between parts of the organization 3. determining the resources needed to implement the change 4. developing a communication strategy for the progress of change at every level of the organization 5. planning conflict management 6. holding a meeting to discuss the plan to change the information system that involves relevant stakeholders 4. forming a change team building the team needed to manage change. teams can be created according to the needs that have been planned in the strategy formulation process. the purpose of forming a team is to facilitate the management of change in accordance with the function of each team. 1. forming a change management team based on team functions 2. developing a change management team consisting of representatives from each division 3. determining the leader of each team along with the required specifications 4. directing the changes that have been planned table 3 critical success factors from previous research (continued) 58 the winners, vol. 23 no. 1 march 2022, 51-64 furthermore, these activities are grouped based on the similarity of the description and then placed in each process that has been previously determined. table 4 provides the process and details of the activities of each process in the proposed change management model that has been developed. the proposed model is verified using expert judgement. expert judgement is a method for identifying the quality of the proposed instrument with the aim of gathering expert knowledge on certain topics which can then be used to refine the instrument (nurrohmah, sensuse, & santoso, 2018). the model is verified by an expert who serves as the head of the customer relations and business planning section at the directorate of technology and information system development at higher education institution a in indonesia. validation is carried out through a two-way discussion related to the proposed model and practical change management in these state universities. based on the seven processes in the information system implementation change management model proposed in table 5, the entire process in this model is also carried out in practice in higher education when there are changes to the information systems in higher education. furthermore, model verification is carried out by asking for opinions regarding the processes and activities in the model. the research provides expert’s no. process description activities 5. providing and ensuring infrastructure the process of providing and ensuring infrastructure is a process that includes determining roles and tasks for everyone involved in change, providing it infrastructure, ensuring system quality is in accordance with needs, and providing a help center (help desk). 1. creating a division of tasks for implementing changes in information systems 2. communicating the division of roles and responsibilities of each person associated with change 3. providing centralized data and information related to change 4. providing the it infrastructure required in the implementation of information system changes 5. the executive manager provides the attention, resources, and authority needed for implementation 6. make a check list of information system requirements that have been implemented 7. carrying out a user acceptance test 8. communicating the progress of changes with the developer (internal/external) 9. providing staff or sections to solve technical problems related to information systems 6. identifying and enhancing capabilities identifying the capabilities needed to implement changes in information systems and their use and efforts to improve these capabilities. 1. list the it capabilities required for each role in the information system 2. registering and analyzing the current it and nonit capabilities of information system users 3. conducting training for all users of information systems related to change 4. sharing the knowledge that is owned centrally 5. communicating the use of information systems to users who are involved in the change 7. sustain change maintaining change can be done by ensuring the changes that occur are in accordance with the direction of the goals to be achieved in the change. evaluation is one way to ensure that the changes made are still in accordance with the direction of change. 1. evaluating the understanding of change to every employee / staff involved in change 2. evaluating the results of training in the use of the system 3. monitoring system usage 4. assessing employee satisfaction with the use of information systems 5. reporting the progress of each employee in accordance with their respective duties 6. evaluating the performance of employees / staff who are involved in the change 7. measuring the achievement of changes that have been made based on the plans made 8. holding regular meetings to discuss the progress of implementing changes in information systems 9. creating a change progress document to all related sections of the change table 4 detail of the process and activities of the proposed change management model (continued) 59processes and activities for managing.... (manzilatul rohmah; apol pribadi subriadi) opinion regarding the proposed information system implementation change management model. “the proposed information system implementation change management model is quite complete and structured. with this model, it is hoped that it can help every change in the information system in higher education and facilitate documentation.” – expert table 5 process model verification results no. processes done practically 1. analysis of technology change request yes 2. knowing and understanding the importance of change yes 3. developing a change strategy yes 4. forming a change team yes 5. providing and ensuring infrastructure yes 6. identifying and enhancing capabilities yes 7. sustaining change yes the expert also comes up with opinions regarding the suitability of the information system that proposes implementation change management model with the practice of change management in your university. “it is appropriate and indeed an information system change management model is needed when there is a change in the information system to fit the needs, according to a schedule based on determined and well documented human resources” – expert in addition, the expert points out suggestions regarding the proposed information systems implementation change management model. “in this model, it is necessary to add the process of "analysis of existing information system conditions" to know more in depth the needs and management of information systems change. in addition, the existence of a flow chart will make it easier to follow the flow based on this model and the changes that occur are not only changes in technology, but also changes in business processes as well as additional features.” – expert the results of expert verification will be analyzed to develop a further model combined with the validation results. in addition to model verification, model validation is also carried out. the proposed model is validated by using this model in three management information systems in higher education institution b according to the action research scenario in appendix a. table 6 provides the results of using the proposed model in managing change management for each change in information system management according to the scenario. in implementing the process in accordance with the scenario determination, process 7 which is table 6 results of using the proposed model according to scenario process information systems condition of implementation analysis of implementation results analysis of technology change request new student admissions management information system every activity in the process is carried out positive: • make it easier to analyze and document change requests through all its activities • there is an rfc document template • produce an rfc document for a more detailed description of the request negative: • filling in detail rfc documents cannot be as complete as those in itil knowing and understanding the importance of change new student admissions management information system every activity in the process is carried out positive: • users are more concerned, active, and understand changes by carrying out all activities in it • users know what to do in preparation for change negative: • no specific document has been produced in implementing this process. develop a change strategy new student admissions management information system there is one activity that cannot be done: planning for conflict management positive: • clearly know the units / sections involved and their relationship in the new student admissions management information system • assisted in making change planning • it is easier to define the required infrastructure negative: • no specific document for change planning has been produced • there is no sample change planning document or template 60 the winners, vol. 23 no. 1 march 2022, 51-64 process information systems condition of implementation analysis of implementation results forming a change team new student admissions management information system every activity in the process is carried out positive: • know the team needed • a clearer division of roles and tasks • there is a decree for team formation negative: • only one team was formed by dividing the roles according to the team needed, due to limited human resources and the large number of management information systems that had to be developed providing and ensuring infrastructure financial management information systems there is one activity that cannot be done: provide centralized data and information related to change positive • pay more attention to the infrastructure needed • ensure that the financial management information system has met the needs and quality as determined previously negative: • the results are not optimal because it follows the status of the financial management information system so that it only applies this process to the financial management information system without applying the previous process. • the focus of activities is only on the provision of infrastructure and uat. • the detailed division of roles and responsibilities has not been documented identifying and enhancing capabilities financial management information systems there is one activity that cannot be done: share knowledge on centralized data and information positive • can provide more detailed training according to the needs based on the current capabilities of the user and the abilities needed. negative: • data and information related to management information systems and related changes cannot be accessed centrally because documentation is still very minimal. table 6 results of using the proposed model according to scenario (continued) maintaining changes cannot be carried out due to time constraints and application conditions. furthermore, the proposed model is developed according to the results of verification and validation. this development is done by analyzing the results of expert judgment verification and validation results and adjusting the model. the following is an analysis of the results of the verification and model validation. based on the results of the expert judgment verification, the entire process in the proposed change management model is practically carried out in higher education when there is a change in the information system. the seven existing processes will still be used in the model. however, in part ii the expert's response regarding statement three, it is necessary to add the process of analysis of existing information system conditions to know more in depth the needs and management of information systems change. in the results of verification of the proposed model in the third statement, the expert provides suggestions regarding the flow of this model that the flow chart will make it easier to follow the process based on this proposed model. the model proposed for managing changes to information systems implementation has an unclear model for the flow of each process. therefore, the form of this management model needs to be adjusted so that it has a clearer flow of each process. the expert states that the proposed information systems implementation change management model is quite complete and structured. thus, the description, input, and output of the activities in each process is quite clear. however, with the addition of a new process at the beginning of the model, namely the analysis process for the existing conditions of the information system, it is necessary to detail the activities along with the inputs and outputs of the process. in the process of analysis of technology change request, there is the first activity, namely involving managers in the formulation of changes to be made. this activity is an activity to formulate changes to the information system that will be carried out. the formulation of this information system change should be done before submitting a technology change request. the technology change demand analysis process is more on recording requests for technological changes that have clear details of the changes which will be given to the information system developer section. therefore, activities involving managers in the formulation of changes to be carried out will 61processes and activities for managing.... (manzilatul rohmah; apol pribadi subriadi) be transferred to a new process, namely the analysis process, of the existing information system conditions to determine what changes in the information system will be carried out. figure 2 shows details of activities in the process of analyzing the existing conditions of information systems. based on the results of the verification and validation that have been analyzed, the results of the development of the information system implementation change management model are obtained according to figure 2. the final form of the change management model proposal becomes clearer in the flow of each process according to the results of verification with the experts. a clear flow will make it easier for implementers to use this model when managing changes in information system implementation. in addition to adjusting the shape of the model, a process was also added at the beginning, namely analysis of current information system conditions. details of the process can be seen in table 7. the formulation of information system changes must involve managers and related stakeholders. the results of the analysis of the current condition of the information system, the causes of change, and the desired condition of the information system are documented to be used as the basis for making change request documents in the next process. table 8 provides explanation regarding the proposed model compared to the previous model and the model from previous studies. figure 2 final proposed change management model table 7 analysis of current information system conditions process no. process description activities 1. analysis of current information system conditions perform analysis related to the current condition of the information systems which causes the need for changes to be made, and the conditions of change to be achieved. 1. involving managers in the formulation of changes to be made 2. analyzing the current state of the information system 3. analyzing the causes of the need for changes to the information system (based on policies, regulations, or other conditions) 4. analyzing the desired condition of the information system 5. documenting the results of the analysis of the three things that were done previously table 8 comparison of research models and previous models model change management scope processes activities research model individual, organization, and technology there is a process with a clear flow there is a clear activity in each process adkar (creasey, 2019) individual there is a process with a clear flow no activity defined 62 the winners, vol. 23 no. 1 march 2022, 51-64 model change management scope processes activities kotter 8 step (almanei et al., 2018) organization there is a process with a clear flow no activity defined mckinsey 7s (sachdeva, 2008) individual and organization no process flow only changes components no activity defined change management itil v3 (susanto, 2016) technology there is a clear flow there is a clear activity in each process table 8 comparison of research models and previous models (continued) iv. conclusions the research produces a model for managing changes in the implementation of information systems in hei. the model has eight processes to manage changes in information systems. each process in the proposed model has detailed activities. each activity in the model is obtained from previous research that discusses the success factors in implementing information systems, most of which are the implementation of information systems in hei by paying attention to change management as one of the aspects that affect the success of implementation. the purposed management model of information system implementation change in higher education compiled in the research is verified with experts. the results state that every process in this model is significantly necessary to be carried out in managing changes in higher education information systems. in addition, the expert adds a process that must be carried out at the beginning, namely the analysis of the current information system conditions and what kind of change criteria can be managed with this model. model validation is done by using action research methods to find out how the results of using this model on changes in information systems owned by higher education institutions. the model is applied to two management information systems (mis) in higher education b, namely the new student admissions mis and the financial mis with the distribution of model application scenarios. based on the results of the proposed model validation, analysis of demand for technology change; and knowing and understanding change interests processes can make it easier to manage change maximally if the whole activity is implemented. on the other hand, the process of developing a change strategy allows managing change to be easier but not maximally since some activities cannot be done due to time constraints. forming a change team can simplify the management of change but not optimally since the conditions of the research object are not supportive. the process of providing and ensuring infrastructure can facilitate change management. however, it might not be optimal as the process is not carried out from the initial stage which is related to this process. the process of identifying and improving skills can simplify change management but not significantly since some activities cannot be carried out due to limited data and research time. the last process, the sustain change process cannot be implemented due to the limited time and control. therefore, it is suggested used as further research by applying the entire process model to one case of information system change in higher education. based on the results of implementing the processes and activities to manage changes that occur when the implementation of the information system can help higher education institutions (hei) in managing change and increasing the success of implementing information systems. the clarity of each activity in each process facilitates implementers to plan and determines the next steps in dealing with changes that occur. however, testing in the application of these processes and activities is limited to only one hei. it is believed to be be better applying to only one case of information system implementation, so that these processes and activities can be carried out in detail without being missed. in addition, the scenarios used to improve the processes and activities in the model are still very limited. therefore, this can be used as a continuation of future research. by applying these processes and activities to many heis with one information system case each with a defined scope, it can make processes and activities clearer and more measurable. references abatan, o. k. & maharaj, m. 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(2015). change management in information systems projects for public organizations in poland. interdisciplinary journal of information, knowledge, and management, 10, 47-62. https://doi. org/10.28945/2185 64 the winners, vol. 23 no. 1 march 2022, 51-64 appendix a the existing process in the model is divided into three information system objects to be applied according to the current condition of the information system object. stage process object pre-implementation analysis of technology change demand new student admissions information system knowing and understanding the importance of change new student admissions information system develop a change strategy new student admissions information system implementation forming a change team new student admissions information system providing and ensuring infrastructure financial information system identify and improve skills financial information system post-implementation sustaining change microsoft word 06_robertus t.h._strategic flexibility.doc journal the winners, vol. 9 no. 1, maret 2008: 74-87 74 strategic flexibility: navigator industri dalam mencapai competitive advantage robert tang herman1 abstract article to describe how to develop a strategic flexibility as company responses and strategy in facing the government regulation of standard euro 2. article also discussed the new product development concept based on market perspective. research analysis was a descriptive statistic with a simple random sampling from a number of populations. the result describes that the government regulation of standard euro2 is supported and positively responses by industry and market. in spite of this, strategic flexibility is an approach to reach industry competitive advantage in term of product development strategy. keywords: strategic flexibility, competitiveness, standard euro 2, product abstrak artikel membahas bagaimana strategic flexibility dikembangkan perusahan sebagai respons strategis terhadap kebijakan pemerintah terkait adanya regulasi standard euro 2. tujuan penelitian untuk mengetahui bentuk respons strategis perusahaan dalam pengembangan produk baru berdasarkan perspektif pasar. penelitian menggunakan metode descriptive statistic dan metode sample, simple random sampling terhadap pengguna kendaraan (mobil) merek isuzu. pengambilan data dilakukan melalui penyebaran kuisioner dan teknik wawancara. hasil penelitian menunjukkan bahwa pasar memberikan respons positif tehadap indikator pengembangan produk baru yang sesuai standar regulasi pemerintah sekaligus juga memberikan masukan kepada perusahaan sebagai langkah inovatif dalam pengembangan produk baru. hasil penelitian menunjukan bahwa regulasi pemerintah mengenai standard euro2 mendapat dukungan dan respon positif baik oleh industri maupun oleh konsumen. hal tersebut dilakukan dengan membangun strategic flexibility dalam pengembangan produk baru untuk mendukung keunggulan kompetitif. kata kunci: strategic flexibility, daya saing, standard euro 2, produk 1 jurusan manajemen, fakultas ekonomi, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, robertth@binus.edu strategic flexibility: navigator... (robert tang herman) 75 pendahuluan persaingan dalam industri otomotif terus meningkat seiring dengan membaiknya pertumbuhan ekonomi di negeri ini. sepak terjang produsen otomotif dalam memenangkan pasar sekaligus menciptakan keunggulan bersaing tak akan pernah berhenti seiring dengan perkembangan teknologi yang mendorong inovasi yang semakin inovatif. salah satu indikator daya saing (competitiveness) adalah kinerja pangsa pasar yakni besarnya pangsa pasar yang dikuasai dibandingkan pangsa pasar (market share) pesaing. di samping itu, memenangkan pelanggan berarti memenangkan pasar dengan demikian pendekatan market driven menjadi salah satu strategi untuk mendorong kinerja market share. keunggulan kompetitif menjadi faktor pendorong bagi setiap pelaku bisnis untuk terus mengembangkan strategi bisnis di samping harus tetap memperhatikan faktor lain yang berpotensi menjadi masalah dalam bisnis. salah satu faktor yang menjadi persoalan bagi pelaku bisnis yang menjadi fokus dalam penelitian ini adalah terkait adanya regulasi pemerintah mengenai standard euro 2. penelitian dilkukan pada pt pantja motor selaku produsen mobil isuzu. hal itu dilakukan karena dengan adanya regulasi standard euro 2 membawa pengaruh terhadap produk isuzu yang sudah dikenal banyak menghasilkan gas buang yang sangat berisiko bagi kesahatan dan lingkungan. sementara itu, regulasi standard euro 2 mengharuskan produsen untuk menghasilkan produk yang mampu mengurangi kandungan beracun dari gas buang kendaraan. dengan melihat permasalahan tersebut, tujuan penelitian adalah menganalisis sejauh mana respon industri, dalam hal ini adalah prousen mobil isuzu terhadap kebijakan pemerintah sekaligus merespons permintaan pasar terkait dengan adanya regulasi standard euro 2. bagaimana strategi pengembangan produk baru dari isuzu dengan adanya regulasi tersebut berdasarkan perspektif pasar dan dari sisi industrinya sendiri? penelitian ini akan menelaah bagaimana strategic flexibility diterapkan dalam industri otomotif (produsen isuzu) guna menjawab permasalahan yang telah diuraikan. dengan menjawab permasalahan tersebut diharapkan produsen isuzu mampu menciptakan keunggulan bersaing di tengah persaingan pasar dan persaingan industri. pembahasan regulasi pemerintah dan respons industri kebijakan pemerintah melalui keputusan menteri lingkungan hidup no. 141 mengenai “ambang batas emisi gas buang kendaraan bermotor tipe baru dan journal the winners, vol. 9 no. 1, maret 2008: 74-87 76 kendaraan bermotor yang sedang diproduksi (current production)”, http://bplhd.jakarta.go.id, secara langsung mendorong pelaku bisnis dalam industri otomotif untuk melakukan perubahan dan inovasi baru. perubahan dan inovasi itu tidak hanya fokus pada komponen manufaktur seperti pengembangan produk baru tetapi juga menyangkut strategi bisnis. regulasi pemerintah mengenai standar euro 2 sudah diterapkan mulai januari 2005. diharapkan semua pabrik kendaraan akan mentaati standar emisi yang lebih ketat dengan cara memperbarui teknologi mesin dan kendaraan, antara lain secara umum mendesain sistem pembakaran yang sangat efisien untuk meminimalkan pencemaran gas buang; mengembangkan teknologi yang efektif seperti catalytic converter dari saringan partikulat yang menghilangkan polutan dari gas buang sebelum mereka terlepas di udara. agar standar emisi itu terlaksana, harus menjalankan rekomendasi kebijakan strategi yang diajukan, yakni menerapkan standard emisi kendaraan tipe baru dan memperkenalkan kendaraan catalytic cenverter untuk kendaraan jakarta. berhadapan dengan kondisi tersebut, produsen isuzu yang sangat identik dengan “diesel” harus melakukan terobosan baru demi menjaga eksistensi bisnis, profitabilitas, dan terciptanya value bagi stakeholder maupun sahareholder. strategic flexibility: membangun keunggulan kompetitif berkelanjutan konsep strategic flexibility menurut matusik dan hill (1998), strategic flexibility adalah kemampuan perusahaan untuk dapat merespons dengan cepat jika terjadi perubahan pada kondisi pasar. menurut lau (1996), flexibility strategic merupakan kemampuan perusahaan untuk merespons ketidakpastian dengan menyesuaikan objektif yang ada dengan didukung oleh kemampuan dan pengetahuan yang superior. menurut johnson (1992), fleksibilitas strategi amat erat hubungannya dengan kapabilitas dinamis karena sebagian dari proses kapabilitas dinamis dalam mengeksekusi keputusan bisnis dapat ditafsirkan sebagai fleksibilitas strategis, seperti saat perusahaan melakukan adopsi inovasi, penguatan r&d, aliansi strategis, kerja sama operasional dalam pengembangan produk, dan sejenisnya. fleksibilitas strategis lebih banyak dibicarakan dalam wacana organisasi berbasis pasar (market-based management) dan kapabilitas perusahaan untuk mengikuti fleksibilitas tersebut dianggap sudah tersedia (given) pada perusahaan, sebagaimana konsepsi organisasi berbasis pasar yang dikembangkan oleh best (2004). asumsi sebaliknya juga terjadi pada kapabilitas dinamis tersebut dibentuk terus menerus pada organisasi yang bersifat market driven organizations (day, 1994a, 1994b). konstruk fleksibilitas strategis juga mengenal konsepsi perencanaan dan terutama contingency plans (eppink, 1978) dan prinsip tersebut sebenarnya relevan pada pergerakan strategis yang cepat ( evans, 1991). namun, tetap dapat mengikuti tata kelola strategic flexibility: navigator... (robert tang herman) 77 resolusi paradoks : metafleksibilitas tugas manajerial : keragaman dan kecepatan bauran fleksibilitas desain tugas organisasi (alat pengontrol organisasi) •teknologi •struktur •budaya perubahan kekuatan persaingan (dinamis, kompleks, tidak dapat diperkirakan) : •persaingan rendah •persaingan sedang •persainagn ketat perubahan bentuk organisasi: •kaku •terencana •fleksibel perusahaan yang baik tanpa mengabaikan sistem yang didesain sebelumnya (holopainen, 2002) sehingga sebagian pemikir strategi menempatkannya sebagai kunci bagi pertumbuhan perusahaan (hatch dan zweig, 2001). bagi voss dan voss (2000), fleksibilitas tersebut dilakukan dalam konteks orientasi strategis perusahaan, yakni dalam rangka membangun kinerja dan mencapai keunggulan kompetitif yang diharapkan (volberda, 1998). namun, volberda (1998) mengingatkan agar dapat menghindari terjadinya paradoks fleksibilitas pada berbagai tingkat persaingan. pada kondisi lingkungan yang lebih dinamis, kompleks, dan tidak dapat diperkirakan, relatif lebih sulit bagi manajemen untuk mengatasinya bila desain organisasi tidak memungkinkan untuk melakukan respons strategis. gambar 1 kerangka strategic flexibility asumsi dasar kerangka tersebut adalah pertama, bauran fleksibilitas manajemen harus sesuai dengan tingkat turbulensi lingkungan. untuk mengaktifkan fleksibilitas yang sesuai, desain organisasi harus disesuaikan dengan kondisi perubahan. kedua, kesesuaian antara bauran fleksibilitas dan desain organisasi secara continue yang disesuaikan dengan tingkat turbulensi lingkungan. journal the winners, vol. 9 no. 1, maret 2008: 74-87 78 metode penelitian desain penelitian gambar 2 desain penelitian kebijakan pemerintah mengenai standar euro 2 telah memberikan dampak langsung yang mempengaruhi totalitas strategi perusahaan. dalam membangun fleksibilitas strategi tentu harus didukung oleh kekuatan internal dan eksternal perusahaan. market preference merupakan bagian dari lingkungan eksternal yang paling berpengaruh bagi perusahaan. oleh karena itu, new product development dalam kerangka flleksibilitas strategi harus berdasarkan preferensi pasar. market preffrence (cust wants needs, demand)comm, cony cost of the cust measurement thd flexibility(approach to increasing flexibility) “investment in underused resource method” strategic flexibility of firm product development/ modification research & development financial marketing new technology & innovation euro ii standar emisi gas buang variabel indikator variabel indikator variabel indikator kuisioner ke pasar strategic flexibility: navigator... (robert tang herman) 79 variabel penelitian tabel 1 variabel penelitian vs indikator dan instrumen penelitian variabel indikator instrumen market preference customer needs, wants, and demand kuisioner convinience kuisioner cost of the customer kuisioner communication kuisioner measurement of flexibelity research & development wawancara financial wawancara marketing wawancara kerangka pikir berikut adalah gambar yang menjelasakan model kerangka pikir penelitian. gambar 3 kerangka pikir terjadinya strategi fleksibilitias di dalam perusahaan didorong oleh adanya kebijakan pemerintah melalui sk menteri lingkungan hidup no.141 mengenai dampak emisi gas buang kendaraan. kondisi itu yang mendorong industri otomotif untuk melakukan perubahan strategi dan inovasi teknologi seperti perubahan pada pemetaan kebijakan (utk mengontrol organisasi) •analisis dampak lingkungan •penerapan teknologi baru •perubahan pola perilaku perubahan peta pesaing • tingkat persaingan yang ketat • tingkat persaingan yang sedang • tingkat persaingan yang rendah perubahan pada komponen produk • perubahan spesifikasi • perubahan pada strategi marketing kebijakan pemerintah (sk mentri no 141 mengenai emisi gas buang) fleksibilitas stratejik journal the winners, vol. 9 no. 1, maret 2008: 74-87 80 komponen produk, perubahan spesifikasi kendaraan dan pada akhirnya akan terjadinya perubahan pada strategi marketing. untuk mendukung strategi tersebut, secara internal perusahaan perlu dilakukan pemetaan kebijakan untuk mengontrol organisasi, seperti mulai menganalisis dampak emisi terhadap lingkungan yang ditindaklanjuti dengan penerapan teknologi baru dan perubahan pola perilaku. secara eksternal, perusahaan perlu memperhatikan dari segi pelanggan dan pesaing. untuk pesaing, termasuk di tingkat manakah isuzu bersaing, apakah persaingan ketat, sedang, atau rendah, sedangkan untuk pelanggan bagaimana respons mereka terhadap adanya kebijakan euro 2 dan sebagainya. data dan hasil analisis data yang dikumpulkan adalah berupa data primer (hasil kuesioner dan hasil wawancara) maupun data sekunder dan hasil studi pustaka. pengolahan data dilakukan dengan model deskriptif. data yang dikumpulkan terlebih dahulu dilakukan uji untuk pengukuran tingkat validitas dan reliabilitas serta analisis faktor untuk mereduksi butir pertanyaan yang mewakili setiap indikator dari variabel yang diteliti. objek penelitian ini akan difokuskan pada konsumen isuzu mengingat merekalah yang paling kena dampak dari adanya kebijakan menganai standar emisi gas buang (standar euro 2) dan juga diambil beberapa sampel konsumen non isuzu guna mengetahui respons terhadap adanya kebijakan pemerintah tersebut. penentuan score terhadap variabel penelitian penentuan score dilakukan untuk memberikan predikat terhadap penilaian responden untuk masing–masing variabel penelitian. predikat untuk setiap variabel dihitung berdasarkan rentang score yang diperoleh dengan mengalikan jumlah butir pertanyaan per variabel dengan bobot pertanyaan. hal itu hanya dilakukan untuk variabel market prefference. tabel 2 perhitungan score variabel customer needs, wants, dan demand variabel penelitian jumlah butir pertanyaan bobot rentang score predikat customer needs, wants, dan demand 9 x 5 <=45 ss 9 x 4 <=32 s 9 x 3 <=27 b 9 x 2 <=18 ts 9 x 1 <=9 sts sumber: hasil pengolahan data (cara yang sama akan dilakukan untuk mengukur score variable yang lain) strategic flexibility: navigator... (robert tang herman) 81 manfaat penerapan regulasi euro 2 beberapa manfaat penerapan standar euro 2 sebagai berikut. pertama, manfaat bagi lingkungan, yaitu mengurangi polusi udara, terutama yang disebabkan oleh sisa pembakaran atau gas buang kendaraan bermotor; menjaga kualitas udara, yaitu sisa pembakaran atau gas buang kendaraan bermotor atau pabrik menyebabkan kualitas udara semakin buruk dan pada akhirnya mempengaruhi kelangsungan hidup manusia dan ekosistemnya. kedua, manfaat bagi kesehatan, yaitu dengan adanya standar euro 2 maka hasil pembuangan atau partikel negatif yang dikeluarkan bersama asap kendaraan bermotor dapat direduksi sehingga tidak berisiko terhadap kesehatan manusia; dengan adanya regulasi itu maka risiko terhadap kematian akibat polusi udara akan berkurang; dengan adanya regulasi itu maka tingkat kesehatan, terutama bagi masyarakat yang kadar polusi udaranya sangat tinggi (seperti jakarta) akan lebih baik. respons konsumen terhadap regulasi euro 2 berdasarkan hasil penelitian yang dilakukan terhadap responden penelitian, baik konsumen isuzu maupun konsumen non isuzu, diperoleh hasil sebagai berikut: baik konsumen isuzu, yakni sebanyak 91.3% maupun non isuzu, yakni sebanyak 97.1% sangat menyetujui adanya regulasi euro 2; baik konsumen isuzu, yakni sebanyak 67.5% maupun non isuzu sebanyak 90% melihat adanya manfaat adanya regulasi euro 2 itu terhadap lingkungan dan kesehatan; baik konsumen isuzu maupun non isuzu menganggap bahwa regulasi euro 2 mampu memberikan solusi terhadap persoaln polusi dan masalah kesehatan. untuk hasil analisis yang lebih lengkap mengenai tanggapan responden mengenai standar emisi kendaraan, dapat dilihat pada tabel 3. tabel 3 analisis guttman respons standard euro 2 konsumen isuzu deskripsi ket. b u t i r p e r t a n y a a n 1 2 3 4 5 6 7 frekuensi ya 66 73 54 57 48 51 12 tidak 14 7 26 23 32 29 68 persentase (%) ya 82.5 91.3 67.5 71.3 60.0 63.8 15 tidak 17.5 8.8 32.5 28.8 40.0 36.3 15 total total 80 80 80 80 80 80 80 sumber: hasil pengolahan data analisis faktor yang diinginkan konsumen terhadap pengembangan produk isuzu pendekatan yang digunakan dalam menganalisis faktor yang diinginkan konsumen terhadap pengembangan produk adalah berdasarkan pandapat robert lauterborn sebagaimana dikutip oleh kottler dan susanto (2000). journal the winners, vol. 9 no. 1, maret 2008: 74-87 82 analisis faktor custumer needs, wants, dan demand tabel 4 analisis terhadap faktor customer needs, wants, dan demand variabel no butir pertanyaan skor total jumlah responden rata-rata predikat customer needs, wants, demand 1 327 80 4.09 ss 2 341 80 4.26 ss 3 354 80 4.43 ss 4 305 80 3.81 s 5 295 80 3.69 s 6 287 80 3.59 s 7 226 80 2.83 ts 8 287 80 3.59 s 9 351 80 4.39 ss sub total 2773 80 34.66 ss sumber: hasil pengolahan data berdasarkan tabel tersebut, secara keseluruhan konsumen menganggap faktor customer needs, wants, dan demand sangat penting. konsumen menganggap bahwa teknologi pendukung untuk jenis mobil isuzu sebelum standar euro 2, perlu disediakan oleh pt pantja motor (butir pertanyaan 3). isuzu juga harus mengembangkan dan menggunakan teknologi baru untuk memenuhi kebutuhan dan keinginan konsumen (butir pertanyaan 10). namun, konsumen menganggap bahwa teknologi yang digunakan, performa mesin, dan bahan bakar diesel pada mobil isuzu adalah tidak lebih baik dari mobil lain di kelasnya. analisis faktor convenience tabel 5 analisis faktor convenience variabel no butir pertanyaan skor total jumlah responden ratarata predikat convenience 10 364 80 4.55 ss 12 278 80 3.48 s 13 303 80 3.79 s 14 364 80 4.55 ss subtotal 1309 80 16.36 ss sumber: hasil pengolahan data secara keseluruhan, faktor convenience bagi konsumen sangat penting, terutama teknologi baru dan inovasi dari isuzu untuk meningkatkan kenyamanan pengendara. strategic flexibility: navigator... (robert tang herman) 83 analisis faktor cost of the customer tabel 6 analisis faktor cost of the customer variabel no butir pertanyaan skor total jumlah responden ratarata predikat cost of the customer 15 383 80 4.79 ss 16 358 80 4.48 ss 17 327 80 4.09 ss subtotal 1068 80 13.35 ss sumber: data diolah, 2006 secara keseluruhan, responden menyetujui bahwa cost of the customer sangat penting, terutama mereka membeli isuzu dengan mengharapkan biaya perawatan yang ekonomis dan harga spare parts isuzu yang murah dan mudah ditemukan. analisis terhadap faktor communication tabel 7 analisis faktor communication variabel no butir pertanyaan skor total jumlah responden ratarata predikat communication 18 289 80 3.61 s 19 289 80 3.61 s 20 278 80 3.48 s subtotal 856 80 10.07 s sumber: data diolah, 2006 bagi responden, communication penting dan secara rata-rata isuzu sudah memberikan yang cukup baik bagi konsumennya. implikasi penerapan hasil pengolahan data analisis produk berikut adalah uraian mengenai hasil analisis terhadap produk isuzu dalam menghadapi regulasi euro 2 dan kompetisi industri otomotif. pengembangan produk dampak dari regulasi euro 2 bagi industri otomotif, terutama produsen isuzu adalah dengan melakukan pengembangan produk. konsep pengembangan produk lebih journal the winners, vol. 9 no. 1, maret 2008: 74-87 84 fokus pada inovasi produk, kinerja terbaik dari produk, serta inovasi produk yang dapat memuaskan pelanggan. bentuk pengembangan produk isuzu pada pt pantja motor sebagai respons atas regulasi dan untuk menghadapi kompetisi di masa mendatang adalah sebagai berikut, sebagaimana diungkapkan oleh a.indraputra, gm marketing dan after sales service pt pantja motor, 4 oktober 2006. pertama, product modification. isuzu melakukan modifikasi terhadap produk keluaran terbaru sesuai standar euro 2. bentuk modifikasi isuzu, antara lain menambahkan catalytic converter pada saluran gas buang kendaraan dan memodifikasi piston untuk mengefisienkan sistem pembakaran. kedua, supporting parts. isuzu akan menyediakan supporting parts, seperti catatytic converter dan piston yang akan dijual ke pasar. parts itu dikhususkan untuk mobil keluaran lama sehingga semua konsumen isuzu semakin siap menghadapi regulasi euro 2. mengembangkan strategi berwawasan pemasaran pada isuzu agar produk baru yang dikembangkan dapat bersaing dalam industri dan dapat diterima oleh konsumen serta memberikan kepuasan bagi konsumen, isuzu harus fokus pada hal berikut. pertama, pasar sasaran. isuzu harus tetap fokus pada target pasar yang sudah dipilih, baik untuk jenis kendaraan niaga penumpang maupun barang serta mampu memberikan pencitraan yang positif kepada masyarakat. kedua, kebutuhan pelanggan. isuzu harus tetap fokus kepada kebutuhan dan keinginan pelanggan serta terus menjaga hubungan baik dengan pelanggan. di samping itu, isuzu juga harus mampu memberikan layanan terbaik kepada pelanggan termasuk after sales service. ketiga, profit. isuzu berusaha memberikan nilai, mutu, dan kepuasan tertinggi bagi uang pelanggan, memenuhi kebutuhan pelanggan namun harus menguntungkan. salah satu upaya yang dilakukan isuzu adalah dengan memenuhi semua keinginan pelanggan, mendengarkan keluhan pelanggan, serta menjalin hubungan yang baik dengan pelanggan. strategi merek (brand strategy) dalam uraian berikut akan dijelaskan mengenai brand strategy isuzu guna meningkatkan brand image di benak masyarakat atau konsumen. pertama, singel brand strategy. isuzu tetap fokus pada strategi single brand, yakni brand isuzu itu sendiri. isuzu sebagai main brand memiliki sub brand yang dibangun untuk memperkuat brand position isuzu. beberapa sub brand isuzu khusus di pasar indonesia adalah isuzu panther, isuzu elf, isuzu d-max, isuzu truck borneo, dan lain-lain. kedua, membangun citra merek. dalam membangun merek isuzu, upaya yang dilakukan adalah memberikan pencitraan yang lebih pas kepada masyarakat, terutama mengenai produk bermesin diesel yang efisien. isuzu selalu diasosiasikan dengan diesel. isuzu adalah ’rajanya diesel’. guna memperkuat posisi persaingan di pasar maka strategic flexibility: navigator... (robert tang herman) 85 pemahaman tentang citra isuzu sangat penting. membangun citra merek dapat dilakukan melalui beberapa hal, seperti mengedukasi pasar bahwa isuzu atau mesin disel bukan hanya terletak pada faktor murah, melainkan juga dari sisi fungsi kendaraan tersebut seperti kekuatan dan daya jelajah (wawancara dengan bp. a. indraputra, gm marketing & after sales service, pt pantja motor, 4 okt 2006). ketiga, strategi harga. strategi yang diterapkan oleh pt pantja motor dalam harga adalah penentuan harga berdasarkan pasar karena produk yang akan diluncurkan merupakan produk yang sudah terdapat atau minimal menyerupai di pasaran. oleh sebab itu, kebebasan perusahaan dalam merencanakan strategi harga tergantung pada kondisi pasar dan elemen lainnya dari bauran pemasaran. berikut strategi yang diterapkan sesuai dengan pengembangan produk. pertama, strategi harga produk keluaran baru isuzu (modifikasi produk). untuk produk modifikasi, perusahaan dapat menerapkan atau menetapkan harga keadaan tetap (status quo pricing) atau yang sesuai dengan keadaan persaingan di pasar. perusahaan melakukan pembebanan harga identik dengan atau sangat mendekati harga pesaing. hal itu karena harga yang sesuai dengan tingkat persaingan merupakan jalan yang teraman untuk kelangsungan jangka panjang dari perusahaaan. kedua, strategi harga untuk parts produk. untuk parts produk bagi kendaraan yang sudah ada agar dapat menarik pasar dan mencapai tujuan yang ditetapkan pemerintah, perusahaan menerapkan atau menetapkan strategi harga penetrasi. akan tetapi, dengan diterapkannya strategi itu maka perusahaan sebaiknya mencari volume penjualan yang cukup tinggi. strategi itu sekaligus mengajak konsumen untuk menciptakan kondisi ramah lingkungan dan target perusahaan untuk memberi edukasi ke masyarakat dapat tercapai. berdasarkan hasil pengolahan data terkait dengan rencana kenaikan harga produk karena adanya penambahan atau modifikasi teknologi produk isuzu, konsumen menyetujuinya, artinya tidak keberatan dengan adanya kenaikan harga (butir pertanyaan 7 faktor customer needs, wants dan demand), dengan rata-rata = 3.11 atau predikat = setuju) ketiga, pricing policy. berdasarkan strategi harga yang telah diuraikan, kebijakan harga yang dilakukan oleh isuzu adalah berdasarkan market based price. harga selalu berdasarkan pada kondisi pasar dengan mempertimbangkan faktor, seperti perilaku konsumen dan daya beli masyarakat. tentu saja harga akan terus kompetitif mengingat kondisi persaingan industri yang semakin ketat. kepuasan konsumen terhadap harga harus sesuai dengan apa yang ditawarkan oleh isuzu, dalam hal ini adalah terkait dengan value produk. keempat, strategi komunikasi pemasaran. berikut akan diuraikan mengenai strategi komunikasi yang dilakukan oleh isuzu dalam mengedukasi pasar serta mengomunikasikan produk ke konsumen. ada dua pendekatan yang dilakukan, yakni dengan bellow the line strategy dan above the line strategy. beberapa hal yang dilakukan journal the winners, vol. 9 no. 1, maret 2008: 74-87 86 dalam strategi bellow the line pada isuzu adalah terkait dengan adanya regulasi pemerintah mengenai euro 2 dan mempromosikan produk adalah menyebarkan stiker di setiap dealer untuk mempengaruhi konsumen memasang supporting parts kendaraan; isuzu rutin melakukan family gathering dengan konsumen dan dealer resmi guna menciptakan hubungan yang baik dengan konsumen serta sebagai media pertukaran informasi; mengembangkan crm (customer relationship management) yang fokus ke target pasar; mengadakan pameran secara rutin dengan konsep ramah lingkungan untuk memberikan wawasan bagi masyarakat; menjadi promotor bagi kegiatan kemasyarakatan dan lingkungan, seperti isu kesehatan (vaksinasi balita, pengobatan gratis, dan lain-lain), lingkungan hidup (penanaman hutan gundul, uji emisi), dan sosial (perbaikan dan pembersihan daerah kumuh). kegiatan dalam bentuk above the line yang dilakukan isuzu adalah iklan tv yang sejalan dengan isu ramah lingkungan; iklan di majalah dan tabloid yang berisi topik dan wacana lingkungan hidup; iklan di radio yang mengulas tentang efek kebersihan lingkungan. kelima, strategi distribusi. isuzu memiliki jaringan dealer yang luas, terutama di daerah yang berpotensi pasar yang besar, seperti pekanbaru, kalimantan, dan lain-lain. hal itu karena tingkat permintaan kendaraan yang berbasis niaga dan truck sangat besar. jalur distribusi yang efektif akan kebutuhan pasar di daerah yang cukup jauh dan jumlah yang besar dapat direncanakan dengan baik, dengan cara merencanakan dan mengatur mulai dari manufacturing hingga jadwal pengiriman yang sesuai dengan kebutuhan. penutup dalam membangun keunggulan bersaing kompetisi global pada industri otomotif di indonesia, pelaku bisnis harus melakukan berbagai inovasi, baik dalam lingkup pengembangan produk maupun strategi bisnisnya. berdasarkan hasil penelitian dapat disimpulkan bahwa pt panjta motor (produsen isuzu) merespons positif terhadap regulasi pemerintah mengenai standar euro 2 dengan tetap memperhatikan preferensi pasar terhadap produk yang diinginkan konsumen. untuk menghadapi persaingan industri setelah dikeluarkannya regulasi pemerintah mengenai standar euro 2, pt pantja motor telah mengambil langkah strategis dengan memproduksi produk yang sesuai standar euro 2. strategic flexibility yang dilakukan adalah dengan melakukan modifikasi produk melalui penambahan fasilitas (supporting parts) berupa catalytic converter dan head piston guna mereduksi emisi gas buang kendaraan sesuai dengan standar euro 2 dan sesuai dengan preferensi pasar. hal itu dilakukan dengan merespons keinginan konsumen dan keinginan pemerintah melalui pengembangan produk yang ramah lingkungan, harga kompetitif, dan service after sales yang memadai, seperti menyediakan teknologi yang aplikatif. strategic flexibility: navigator... (robert tang herman) 87 daftar pustaka aaker, david and mascarenhas. 1984. “the need for strategic flexibility,” journal of business strategy, pg 74-82. coates, harry robinson. 1995. “making industrial new product development market led,” journal marketing intelligence and planning, vol 13 no. 6, p. 12-15. kotler, philiip and a.b. susanto. 2000. manajemen pemasaran di indonesia: analisis, perencanaan, implementasi, dan pengendalian. jakarta: salemba empat. keller, k. l. 2003. strategic brand management: building, measuring, and managing brand equity. 2nd ed. new jersey: prentice-hall, inc. volberda, henk. w. 1998. building the flexible firm – how to remain competitive. new york: oxford pers. microsoft word 08 artikel-tinjung, masruroh_setting.doc kontribusi brand image .....(tinjung desy nursanti; dkk) 75 kontribusi brand image bina nusantara university terhadap minat sektor industri atas alumni tinjung desy nursanti1; masruroh2; cooky tri adhikara3 1,2,3jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 tinjungdesy@yahoo.com abstract brand image is the existence of characteristic of a number of associations leading to unity of meaning, which ultimately determines general consumer reaction in providing assessments or responses to a brand. the marketing communication efforts by the company may be able to present a flexible technique in shaping consumer perceptions towards products and services offered to consumers and to help create image and attributes for users. from the eyes of the public as consumers, brand image is developed gradually, starting from the first appearance of the brand in the wider community, known, and perceived by the public. the industrial sector as users of academic products shall be more selective in their choices. one consideration to be taken into factor is that of an alumnus of a university with a trusted reputation. in this case, binus university has an image as one of the leading private university in jakarta. this study analyzes the brand image of binus university for the industrial sector, related associations binus university and how much is the spread of influence in order to get the picture of quality and popularity of binus university in the minds of the industrial sectors. keywords: contribution, brand image, industry, alumni abstrak brand image adalah adanya karakteristik sejumlah asosiasi yang menimbulkan kesatuan arti, yang pada akhirnya kesatuan arti tersebut menentukan reaksi konsumen secara terpadu dalam memberikan penilaian atau tanggapan terhadap suatu merek (brand). adapun upaya komunikasi pemasaran yang dilakukan perusahaan dapat menyajikan teknik yang fleksibel dalam membentuk persepsi konsumen terhadap produk maupun jasa yang ditawarkan terhadap konsumen serta membantu menciptakan atribut dan image bagi para pengguna. dari kaca mata masyarakat selaku konsumen, brand image muncul secara bertahap, dimulai dari kemunculan brand pertama kali di masyarakat luas, dikenal, dan dipersepsikan oleh masyarakat. sektor industri sebagai pengguna produk akademis tentunya akan selektif dalam menentukan pilihan. salah satu faktor pertimbangannya adalah alumni dari perguruan tinggi dengan reputasi terpercaya. dalam hal ini, binus university memiliki image sebagai salah satu perguruan tinggi swasta terkemuka di jakarta. penelitian ini menganalisis brand image binus university bagi sektor industri, asosiasi yang terkait dengan binus university dan seberapa besar pengaruhnya sehingga mendapatkan gambaran kualitas dan popularitas binus university di benak sektor industri. kata kunci: kontribusi, brand image, industri, alumni 76 journal the winners, vol. 10 no. 1, maret 2009: 75-88 pendahuluan riuh globalisasi kian meningkat, kompetisi kian sengit, aktivitas perekonomian berlangsung semakin cepat. hal demikian memberikan dampak terhadap berbagai perusahaan selaku pemain ekonomi untuk mampu beradaptasi. perusahaan-perusahaan yang mampu bertahan adalah perusahaan yang mampu menyajikan produk sesuai dengan harapan konsumen atas dasar pergeseran yang mewarnai pola hidup masyarakat dewasa ini. hal-hal di atas berdampak terhadap meluasnya peluang pemasaran produk maupun jasa. secara umum produk dikategorikan ke dalam 3 bentuk, yaitu produk manufaktur seperti mainan, industri otomotif, sepatu, dan lain-lain. bentuk kedua termasuk dalam kategori jasa keras seperti industri periklanan, leasing peralatan, maupun penyediaan perangkat lunak komputer. adapun yang dapat dimasukkan ke dalam kategori ketiga adalah berbagai jasa lunak seperti restoran, hotel, rumah sakit termasuk institusi pendidikan (ekelodo dan sivakumar, 1998). salah satu indikator yang menunjukkan kemapanan posisi perusahaan di mata masyarakat adalah brand. dirasakan pula peranan brand sangat besar bagi peningkatan kualitas produk yang disampaikan oleh produsen. dari sisi konsumen, kesediaan mereka untuk mengonsumsi produk atau jasa yang ditawarkan oleh brand tertentu semakin meningkatkan manfaat brand bagi perusahaan yang mengeluarkannya. konsep brand sudah dikenal masyarakat luas sebagai suatu simbol, nama, istilah, tanda atau apapun kombinasinya yang dikenal masyarakat yang melekat pada suatu produk maupun jasa. kombinasi tersebut berfungsi untuk mengidentifikasi produk maupun jasa yang dihasilkan perusahaan. identifikasi yang dimaksudkan ditujukan untuk membedakan produk perusahaan dengan produk pesaing (keller, 1993). pada saat pertama kali didirikan, bina nusantara ditujukan sebagai salah satu sekolah tinggi yang bergerak di bidang ilmu komputer yang secara perlahan-lahan dikenal oleh masyarakat luas sebagai salah satu stmik terkemuka di jakarta. pada tahap tersebut, institusi mulai mengembangkan apa yang disebut dengan brand building, yaitu dengan pemberian nama stmik bina nusantara. pemberian nama dimaksudkan untuk menunjukkan perbedaan antara sekolah tinggi yang lain. dengan demikian, masyarakat mulai mengenal dan menyadari keberadaan sekolah tinggi ini. pada tahap ini mulai muncul apa yang disebut dengan brand awareness, yaitu kesadaran masyarakat atas institusi pendidikan yang bergerak di bidang teknologi informatika dan komputer yang bernama bina nusantara. dalam rangka mendapatkan siswa sesuai dengan kapasitas maupun kompetensi yang dimiliki, tentu saja sekolah ini harus terus berupaya mengembangkan diri, kemudian sekolah tinggi ini mulai memperbanyak jurusan dan fakultas yang dimiliki dengan berganti nama menjadi universitas bina nusantara. dengan demikian, dapat dikatakan bahwa perusahaan yang dalam hal ini institusi pendidikan telah berupaya untuk menyampaikan paket lengkap atas bisnis pendidikan yang dijalankannya kepada para konsumennya. dapat dikatakan bina nusantara telah memiliki brand identity. termasuk di dalamnya adalah reputasi layanan yang ditawarkan, kualitas produk (dalam hal ini lulusan bina nusantara), fitur yang menjadi keunggulan bina nusantara, benefit, performa serta nilai. dari kaca mata masyarakat selaku konsumen, brand image muncul secara bertahap dimulai dari kemunculan brand pertama kali di masyarakat luas, dikenal dan dipersepsikan oleh masyarakat, di mana dalam hal ini bina nusantara memiliki image sebagai salah satu perguruan tinggi swasta terkemuka di jakarta. oleh karena itu, jelas bahwa bina nusantara selaku institusi pendidikan berupaya menyodorkan kelebihan apa yang dimilikinya dan menjadikannya sebagai identitas merek (brand identity), sedangkan citra merek (brand image) menunjukkan apa yang dipersepsikan oleh konsumen (susanto, 2006). kontribusi brand image .....(tinjung desy nursanti; dkk) 77 dihadapkan kepada era pasar bebas yang mau tidak mau mempengaruhi eksistensi perguruan tinggi di indonesia, selaku salah satu institusi pendidikan tinggi, bina nusantara harus terus menerus berupaya mengembangkan konsep maupun menampilkan image yang positif sebagai perguruan tinggi yang adaptif terhadap perubahan yang terjadi serta dapat memenuhi perkembangan dan tuntutan masyarakat. bina nusantara memiliki visi untuk mewujudkan perguruan tinggi kelas dunia (worldclass university), maka pada tahun 2008 sebagai salah satu upaya untuk menyesuaikan diri dengan pangsa pasar yang akan dihadapi, dilakukan penggantian nama menjadi binus university. diharapkan penggantian brand tersebut akan semakin menampilkan image positif yang sebaik-sebaiknya agar benar-benar menjadi image yang sesuai dengan potensi, kompetensi, kapasitas, dan berbagai sumber daya yang dimiliki. oleh karena itu, kemampuan menampilkan image positif bahwa binus university merupakan salah satu institusi pendidikan tinggi yang layak dipercaya, diyakini menjadi salah satu faktor pendukung utama keberhasilan binus university untuk mampu bertahan dan melakukan pengembangan berbagai programnya. sejumlah unsur masyarakat yang bertautan erat dengan dunia pendidikan tinggi, dalam hal menampilkan image kepada masyarakat, yaitu pemerintah, dunia industri, masyarakat secara umum, dan kalangan pers. sektor industri sebagai pengguna produk akademis tentunya akan selektif dalam menentukan pilihan. salah satu faktor pertimbangannya adalah alumni dari perguruan tinggi dengan reputasi terpercaya. tidak jarang pada kolom lowongan mereka langsung mencantumkan beberapa nama perguruan tinggi pilihan. untuk menjadi perguruan tinggi seperti ini tidaklah mudah. positioning sebuah perguruan tinggi di benak sektor industri terkait dengan brand management, yang sadar atau tidak telah diterapkan perguruan tinggi itu. oleh karena itu, dari apa yang dipaparkan sebelumya, penelitian ini bertujuan untuk mengetahui beberapa hal yang terkait dengan brand image binus university, brand identity binus university, faktor penentu minat sektor industri serta ada tidaknya hubungan brand image terhadap minat sektor industri. adapun tujuan penelitian ini adalah untuk mengetahui bagaimana brand image binus university bagi sektor industri, mengetahui brand identity yang dibangun oleh binus university, dan mengetahui pengaruh brand image binus university terhadap minat sektor industri atas alumni binus university. dalam american marketing association seperti dikutip oleh kotler (2006:256) dijelaskan sebagai berikut “brand as a name, term, sign, symbol, or design, or a combination of them, intended to identity of goods or services of one seller or group of sellers and to differentiate them from those of competitors”. merek didefinisikan sebagai sebuah nama, istilah, tanda, simbol atau desain atau kombinasi diantaranya, yang ditujukan untuk memberi identitas suatu produk dari penjual atau kelompok penjual dan untuk membedakan produk dari pesaing lainnya. dengan demikian, merek mengandung janji perusahaan untuk secara konsisten memberikan ciri, manfaat, dan jasa tertentu kepada pembeli. nicolino (2004), menyatakan bahwa merek adalah entitas yang mudah dikenali dan menjanjikan nilai-nilai tertentu. sebuah nama, logo, singkatan, desain, atau apa saja dapat dikatakan sebagai merek apabila memenuhi 4 hal berikut, yakni (1) dapat dikenali (identifiable), dapat dengan mudah memisahkan satu barang yang serupa dengan yang lainnya melalui beberapa cara, biasanya berupa sepatah kata, warna, atau simbol (logo) yang dapat dilihat secara langsung; (2) memiliki entitas, sesuatu yang mempunyai eksistensi yang khas atau berbeda; (3) mengandung jani-janji tertentu (specific promises), suatu produk atau jasa membuat klaim mengenai apa yang dapat diberikannya; dan (4) mengandung nilai-nilai, apapun yang didapatkan konsumen pasti merupakan sesuatu yang konsumen peduli hingga batas tertentu. di samping itu, merek dapat menjadi lebih dari sekedar jaminan kualitas karena dalam merek terkandung 6 pengertian (kotler, 2003:418), yaitu (1) atribut produk, meliputi kualitas, gengsi, nilai jual kembali, desain, dan sebagainya; (2) manfaat, konsumen sebenarnya membeli produk, yang dibeli 78 journal the winners, vol. 10 no. 1, maret 2009: 75-88 adalah manfaat dari produk, tidak hanya sekedar atribut produk saja. atribut merek diperlukan untuk menterjemahkan manfaat fungsional ataupun manfaat emosional suatu produk; (3) nilai, merek juga menyatakan sesuatu tentang nilai produsen. nilai produsen ini ditentukan oleh nilai merek sebuah produk yang dihasilkan oleh produsen tersebut; (4) budaya, merek mencerminkan budaya tertentu, misalnya mercedes mencerminkan budaya jerman yang terorganisir, konsisten, tingkat keseriusan tinggi, cermat, efisien, dan berkualitas tinggi; (5) kepribadian, merek juga mencerminkan kepribadian tertentu. seringkali produk merek tertentu menggunakan kepribadian orang terkenal untuk mendongkrak atau menopang merek produknya; dan (6) pemakai, merek suatu produk menunjukkan tipe konsumen yang membeli atau menggunakannya. white (2006) menjelaskan konsep brand identity sebagai paket lengkap bisnis bagi konsumennya, yang meliputi reputasi layanan yang ditawarkan perusahaan, kualitas produk, fitur, benefit, performa, dan nilai. dapat dikatakan bahwa penjumlahan seluruh variabel di atas menciptakan apa yang dikenal dengan brand identity. sedangkan pengertian brand image mengacu kepada persepsi pasar terhadap brand identity yang dapat atau tidak dapat menyatu dengan brand identity yang dibangun. dalam penelitian yang dilakukannya, keller (1993) menyatakan bahwa perpaduan yang menyebabkan terjadinya brand image adalah adanya karakteristik sejumlah asosiasi yang menimbulkan kesatuan arti, yang pada akhirnya kesatuan arti tersebut menentukan reaksi konsumen secara terpadu dalam memberikan penilaian atau tanggapan terhadap suatu merek (brand). asosiasi merek (brand association) dengan demikian akan membentuk brand image. melalui asosiasi merek, segala kesan akan muncul di benak seseorang terkait dengan ingatannya mengenai suatu merek (durianto et al., 2004:69). umumnya asosiasi merek yang dapat membentuk brand image menjadi pijakan konsumen dalam keputusan pembelian dan loyalitasnya pada merek tersebut. pada praktiknya, banyak didapati kemungkinan asosiasi dan variasi dari brand association yang dapat memberikan nilai bagi suatu merek, dipandang dari sisi perusahaan maupun dari sisi pengguna. berbagai fungsi dari asosiasi tersebut adalah (1) membantu proses penyusunan informasi (retrieve information), (2) memberikan landasan yang penting bagi upaya pembedaan suatu merek dari merek lain (differentiate), (3) brand association membangkitkan berbagai atribut produk atau manfaat bagi konsumen (customer benefit) yang dapat memberikan alasan spesifik bagi konsumen untuk membeli dan menggunakan merek tersebut (reason to buy), (4) beberapa asosiasi mampu merangsang suatu perasaan positif atas dasar pengalaman mereka sebelumnya serta mengubah pengalaman tersebut menjadi sesuatu yang lain daripada yang lain (create positive attitude/ feelings), dan (5) suatu asosiasi dapat menghasilkan landasan bagi suatu perluasan dengan menciptakan rasa kesesuaian (sense of fit in) antara merek dengan sebuah produk baru, atau menghadirkan alasan untuk membeli produk perluasan tersebut (basis for extension). adapun upaya komunikasi pemasaran yang dilakukan perusahaan dapat menyajikan teknik yang fleksibel dalam membentuk persepsi konsumen terhadap produk maupun jasa yang ditawarkan terhadap konsumen serta membantu menciptakan atribut dan image bagi para pengguna. penelitian lebih lanjut yang dilakukan oleh hansen dan christensen (2007) mengidentifikasi dengan cara bagaimana konsumen melakukan evaluasi terhadap corporate brand. hasil temuan keduanya menunjukkan bahwa hal tersebut memudahkan perusahaan mengevaluasi dan membuat strategi untuk merencanakan image seperti apa yang tepat diaplikasikan terhadap brand perusahaan. metode penelitian terkait bidang keilmuan yang sesuai dengan maksud dan tujuan penelitian, pada dasarnya pendekatan yang digunakan dalam penelitian ini adalah ilmu manajemen pemasaran, khususnya yang kontribusi brand image .....(tinjung desy nursanti; dkk) 79 terkait dengan brand image. penelitian dilakukan terhadap sektor industri atas penilaiannya terhadap brand image dan minat mereka menjadikan alumni binus university sebagai karyawannya. tabel 1 desain penelitian tujuan penelitian jenis penelitian unit analisis time horizon t1 deskriptif organisasi/ perusahaan selaku pengguna alumni (user) one shoot-cross sectional t2 deskriptif sektor industry one shoot-cross sectional t3 deskriptif sektor industry one shoot-cross sectional sumber: hasil penelitian penulis (2008) keterangan: t1 : mengetahui karakteristik responden t2 : mengetahui seberapa besar kontribusi brand image terhadap minat sektor industri atas alumni binus university t3 : mengetahui ada tidaknya hubungan dan pengaruh brand image terhadap minat sektor industri atas alumni tabel 2 jenis data dan sumber data jenis data sumber data jumlah alumni binus university data sekunder dari binus career brand identity data primer dari kuesioner sektor industri minat sektor industri data primer dari kuisioner sektor industri, melalui binus career, job-expo, distribusi langsung ke sector industri data sekunder dari literatur sumber: hasil penelitian penulis (2008) mengingat jumlah alumni binus university yang besar dan tersebar pada sejumlah perusahaan, perlu dilakukan pencarian informasi dari binus career untuk mengetahui secara pasti jumlah alumni binus university. informasi yang terkumpul dapat digunakan untuk mengetahui sektorsektor industri yang paling banyak dimasuki oleh alumni binus university. setelah itu, pengumpulan data dengan menggunakan kuesioner yang akan disebarluaskan kepada sektor industri direncanakan akan dilaksanakan pada saat job-expo di lingkungan kampus binus university yang akan berlangsung pada bulan juli. untuk memperoleh data yang dibutuhkan dalam penelitian ini, digunakan 3 teknik pengumpulan data, yaitu (1) observasi dilakukan sebagai tahapan awal penelitian dan saat penelitian berlangsung atas semua data yang dibutuhkan; (2) wawancara dengan pihak yang terkait dengan topik penelitian ini, yaitu bagian marketing, humas dan eksekutif binus university; (3) kuesioner kepada sektor industri. 80 journal the winners, vol. 10 no. 1, maret 2009: 75-88 metode analisis dalam penelitian ini, dilakukan beberapa pengujian. pertanyaan pertama dapat diteliti dengan cara melakukan analisis deskriptif kuantitatif, dengan melihat distribusi frekuensi berdasarkan data yang tersedia serta melalui data primer yang dikumpulkan dengan cara menyebarkan kuesioner kepada responden, yaitu masyarakat umum, yang dalam hal ini diwakili oleh sektor industri. tujuan yang ingin dicapai adalah untuk mengetahui karakteristik responden seperti jenis bidang usaha, lama perusahaan beroperasi maupun jumlah karyawan dan perkiraan kebutuhan karyawan. pertanyaan kedua dapat diteliti dengan melakukan analisis deskriptif kuantitatif dengan uji cochran atas variabelvariabel yang ada. pertanyaan ketiga dapat diuji melalui korelasi mengenai ada tidaknya hubungan antara brand image dengan minat sektor industri terhadap alumni binus university (cooper dan emory, 1999). tabel 3 metode penelitian tujuan penelitian metode alat analisis t1 deskriptif survai analisis deskriptif – distribusi frekuensi t2 deskriptif survai analisis deskriptif – uji cochran t3 deskriptif survai analisis korelasional – regresi korelasi sumber: hasil penelitian penulis (2008) hasil dan pembahasan faktor-faktor pertimbangan pemilihan calon tenaga kerja adalah sebagai berikut. q1 = reputasi dan nama besar perguruan tinggi menjadi pertimbangan dalam merekrut calon tenaga kerja q2 = rekomendasi dari sejumlah pihak menjadi pertimbangan penting q3 = kinerja tenaga kerja yang sedang bekerja pada user saat ini yang merupakan alumni dari perguruan tinggi yang bersangkutan q4 = penilaian objektif atas kualitas alumni suatu perguruan tinggi q5 = keragaman bidang kekhususan yang dimiliki perguruan tinggi q6 = kompetensi bidang keahlian tertentu dalam suatu perguruan tinggi q7 = kemampuan alumni dalam bidang kekhususan/keahlian q8 = prestasi mahasiswa melalui berbagai ajang kompetisi q9 = soft-skill calon tenaga kerja q10 = banyaknya alumni perguruan tinggi ybs yang terserap berbagai user q11 = prestasi akademik alumni q12 = kesesuaian syarat kualifikasi calon tenaga kerja dengan yang ditetapkan user q13 = kesesuaian visi calon tenaga kerja dengan visi user q14 = orientasi kerja calon tenaga kerja kontribusi brand image .....(tinjung desy nursanti; dkk) 81 tabel 4 validasi butir pertanyaan pertanyaan r hitung r tabel keterangan q1 0,126 0,241 tidak valid q2 0,429 0,241 valid q3 0,387 0,241 valid q4 0,451 0,241 valid q5 0,607 0,241 valid q6 0,436 0,241 valid q7 0,212 0,241 tidak valid q8 0,603 0,241 valid q9 0,495 0,241 valid q10 0,290 0,241 valid q11 0,132 0,241 tidak valid q12 0,328 0,241 valid q13 0,340 0,241 valid q14 0,305 0,241 valid sumber: pengolahan data (2008) berdasarkan tabel 4, validasi butir pertanyaan untuk faktor-faktor pertimbangan pemilihan calon tenaga kerja terdapat 3 butir pertanyaan yang tidak valid, yaitu q1, q7, dan q11 sehingga dikeluarkan pada analisis selanjutnya. tabel 5 uji reliabilitas faktor-faktor pertimbangan cronbach's alpha cronbach's alpha based on standardized items n of items ,666 ,650 14 analisis yang digunakan dalam penelitian ini menggunakan metode statistik deskriptif, uji cochran, dan analisis regresi linier sederhana. kelemahan analisis data menurut tjiptono dan santoso (2004:119), descriptive statistics frequencies ini dapat digunakan untuk menampilkan dan mendeskripsikan (menggambarkan) data yang terdiri atas satu variabel saja. menu frequencies menampilkan setiap data yang ada dan bukan dalam range (interval data). sedangkan uji cochran mempunyai kelemahan, yaitu tidak dapat menentukan besaran dari asosiasi yang terbentuk (brand image). uji cochran tidak dapat menentukan asosiasi mana yang lebih besar di antara asosiasi-asosiasi yang membentuk brand image suatu produk. hasil penelitian profil responden merupakan informasi pendukung yang berkaitan dengan brand image alumni binus university antara lain sebagai berikut. pertama, jenis industri. berdasarkan hasil jawaban 100 responden pada saat ini alumni binus bekerja pada jenis industri, dapat ditunjukkan dengan bar chart di bawah ini (gambar 1). 82 journal the winners, vol. 10 no. 1, maret 2009: 75-88 data : jenis industri tempat alumni binus bekerja 8 8 4 4 4 8 4 4 4 12 12 4 16 8 0 2 4 6 8 10 12 14 16 18 advertising agency electrical finance food & beverage investasi logging kayu manuf aktur pemintalan benang perbankan pharmaceutical retail shipping teknologi inf ormasi (sof tw are house) distribusi alat-alat tij u m l a h p e n g g u n a l u l u s a n gambar 1 jenis industri tempat alumni binus bekerja kedua, jumlah tenaga kerja saat ini. aset yang memberikan kontribusi terbesar bagi perusahaan adalah tenaga kerja. oleh karena itu, diperlukan data jumlah tenaga kerja yang terkini dengan informasi berikut (tabel 6). tabel 6 jumlah tenaga kerja saat ini jenis industri < 20 orang 20 s.d. 40 orang 40 s.d 60 orang >60 orang grand total advertising agency 8 8 distribusi alat-alat ti 4 4 8 electrical 8 8 finance 4 4 food & beverage 4 4 investasi 4 0 4 logging kayu 8 8 manufaktur 4 0 4 pemintalan benang 4 4 perbankan 4 4 pharmaceutical 12 12 retail 12 12 shipping 4 4 teknologi informasi 4 12 16 grand total 4 8 4 84 100 persentase 4,00% 8,00% 4,00% 84,00% 100,00% sumber: hasil penelitian penulis (2008) ketiga, lama perusahaan beroperasi. operasional perusahaan yang berjalan sampai dengan saat ini untuk masing-masing jenis industri yang terkait dengan tempat bekerja alumni binus, dapat ditunjukkan oleh tabel di bawah ini (tabel 7). kontribusi brand image .....(tinjung desy nursanti; dkk) 83 tabel 7 lama perusahaan beroperasi jenis industri < 1 tahun 1 s.d. 5 tahun 5 s.d. 10 tahun > 10 tahun grand total advertising agency 8 8 distribusi alat-alat ti 4 4 8 electrical 8 8 finance 4 4 food & beverage 4 4 investasi 4 4 logging kayu 8 8 manufaktur 4 4 pemintalan benang 4 4 perbankan 4 4 pharmaceutical 12 12 retail 4 8 12 shipping 4 4 teknologi informasi 4 4 8 16 grand total 0 12 8 80 100 persentase 0,00% 12,00% 8,00% 80,00% 100,00% sumber: hasil penelitian penulis (2008) keempat, perkiraan kebutuhan jumlah tenaga kerja per tahun. turn over karyawan dan penambahan divisi baru mengakibatkan pengguna lulusan secara cepat mengisi karyawan yang baru sehingga perkiraan akan kebutuhan tenaga kerja menjadi poin yang penting agar perusahaan tetap berjalan dengan baik (tabel 8). tabel 8 perkiraan kebutuhan jumlah tenaga kerja per tahun jenis industri < 10 orang 10 s.d. 20 orang 20 s.d. 30 orang > 30 orang grand total advertising agency 4 4 8 distribusi alat-alat ti 4 4 8 electrical 4 4 8 finance 4 4 food & beverage 4 4 investasi 4 4 logging kayu 8 8 manufaktur 4 4 pemintalan benang 4 4 perbankan 4 4 pharmaceutical 12 12 retail 4 4 4 12 shipping 4 4 teknologi informasi 8 8 16 grand total 8 16 12 64 100 persentase 8,00% 16,00% 12,00% 64,00% 100,00% sumber: hasil penelitian penulis (2008) 84 journal the winners, vol. 10 no. 1, maret 2009: 75-88 analisis brand image binus university brand image adalah adanya karakteristik sejumlah asosiasi yang menimbulkan kesatuan arti, yang pada akhirnya kesatuan arti tersebut menentukan reaksi konsumen secara terpadu dalam memberikan penilaian atau tanggapan terhadap suatu merek (brand). adapun upaya komunikasi pemasaran yang dilakukan perusahaan dapat menyajikan teknik yang fleksibel, dalam membentuk persepsi konsumen terhadap produk maupun jasa yang ditawarkan terhadap konsumen serta membantu menciptakan atribut dan image bagi para pengguna. berikut tanggapan pengguna lulusan terhadap brand image binus university dapat diuraikan dengan menggunakan pengujian asosiasi dengan metode cochran (tabel 9). tabel 9 penilaian responden akan brand image binus university kode asosiasi ya % ya q1 komputer 100 100% q2 universitas swasta terkenal 88 88% q3 universitas swasta pertama di indonesia yang memiliki iso 52 52% q4 universitas swasta yang menjadi panutan/benchmark 40 40% q5 universitas swasta yang bermutu dan inovatif 88 88% q6 teknologi informasi up-to-date 92 92% q7 fasilitas lengkap dan modern 80 80% q8 proses pembelajaran dengan metode e-learning 60 60% q9 alumni yang terampil dan andal 88 88% q10 alumni mudah dan cepat terserap di dunia kerja 92 92% q11 alumni yang dinamis dan profesional 88 88% q12 orientasi dan etos kerja alumni bagus 68 68% sumber: hasil penelitian penulis (2008) selanjutnya, dilakukan uji cochran untuk mengetahui asosiasi-asosiasi mana yang membentuk brand image dari binus. pengujian atribut-atribut tersebut dilakukan secara bertahap. hipotesisnya adalah sebagai berikut. h0 = kemungkinan jawaban “ya” adalah sama untuk semua asosiasi h1 = kemungkinan jawaban “ya” adalah berbeda untuk semua asosiasi dasar pengambilan keputusan, yakni: signifikansi < 0,05 tolak h0 signifikansi ≥ 0,05 terima h0 tabel 10 ringkasan pengujian asosiasi brand image binus university iterasi penggunaan atribut asosiasi asymp signifikansi alpha keterangan 1 semua asosiasi 0,000 0,050 h0 ditolak 2 q1,q2,q3,q5,q6,q7,q8,q9,q10,q11,q12 0,000 0,050 h0 ditolak 3 q1,q2,q5,q6,q7,q8,q9,q10,q11,q12 0,000 0,050 h0 ditolak 4 q1,q2,q5,q6,q7,q9,q10,q11,q12 0,000 0,050 h0 ditolak 5 q1,q2,q5,q6,q7,q9,q10,q11 0,000 0,050 h0 ditolak 6 q1,q2,q5,q6,q9,q10,q11 0,010 0,050 h0 ditolak 7 q1,q5,q6,q9,q10,q11 0,005 0,050 h0 ditolak 8 q1,q6,q9,q10,q11 0,005 0,050 h0 ditolak 9 q1,q6,q10,q11 0,004 0,050 h0 ditolak 10 q1,q6,q10 0,018 0,050 h0 ditolak 11 q1,q10 0,051 0,050 h0 diterima sumber: pengolahan data (2008) catatan: perhitungan asymp signifikansi dengan menggunakan spss v. 13. kontribusi brand image .....(tinjung desy nursanti; dkk) 85 setelah melalui pengujian hingga iterasi yang ke 11, maka nilai signifikansinya di atas 0,05 sehingga h0 diterima. dengan demikian, atribut-atribut yang membentuk asosiasi brand image yang sangat kuat, yaitu komputer (q1) dan alumni mudah dan cepat terserap di dunia kerja (q10). hasil pengolahan data di atas pada dasarnya mewakili kenyataan yang dapat ditemui pada binus university seperti kecanggihan teknologi. hal ini dapat dilihat dari pemenuhan berbagai kebutuhan berbasis teknologi yang selalu update seperti misalnya pemanfaatan internet sebagai salah satu sumber informasi untuk memperoleh ilmu, baik bagi mahasiswa maupun para staf pengajarnya, penerapan sistem perkuliahan multi channel learning, yaitu penggunaan jaringan internet secara terpadu bagi civitas akademika binus university untuk saling berbagi materi perkuliahan sehari-hari, dilengkapi dengan tugas-tugas yang harus diselesaikan dan dikumpulkan serta dinilai secara online. selain itu, dengan brand yang sudah dikenal oleh masyarakat, berbagai instansi selaku user cenderung membuka peluang sebesar-besarnya bagi para alumni binus university untuk memperoleh pekerjaan. pengaruh image alumni binus university terhadap faktor-faktor pertimbangan calon tenaga kerja untuk mengetahui adanya pengaruh atau tidak yang signifikan dari variabel image alumni binus university (x) terhadap faktor-faktor pertimbangan calon tenaga kerja (y), dapat menggunakan metode analisis regresi dan korelasi sederhana. berikut hasil perhitungan dengan menggunakan program spss v. 13 (tabel 11). pertama, analisis korelasi. hubungan 2 variabel dapat ditunjukkan dengan nilai koefisien korelasinya sebesar 0,629 dan signifikan dikarenakan sig (1-tailed) bernilai < 0,05 sehingga ada hubungan yang positif dan cukup kuat dari kedua variabel tersebut. tabel 11 perhitungan koefisien korelasi correlations 1,000 ,629 ,629 1,000 . ,000 ,000 . 100 100 100 100 y = faktor-faktor pertimbangan pemilihan calon tenaga kerja x = image alumni binus y = faktor-faktor pertimbangan pemilihan calon tenaga kerja x = image alumni binus y = faktor-faktor pertimbangan pemilihan calon tenaga kerja x = image alumni binus pearson correlation sig. (1-tailed) n y = faktor-faktor pertimbangan pemilihan calon tenaga kerja x = image alumni binus sumber: pengolahan data dengan menggunakan program spss v. 13 86 journal the winners, vol. 10 no. 1, maret 2009: 75-88 tabel 12 perhitungan r dan r2 model summary ,629a ,396 ,389 ,169799 model 1 r r square adjusted r square std. error of the estimate predictors: (constant), x = image alumni binusa. sumber: pengolahan data dengan menggunakan program spss v. 13 koefisien determinasi dapat ditunjukkan pada nilai r square sebesar 0,389. nilai tersebut dapat diartikan bahwa pengaruh brand image alumni terhadap faktor-faktor pertimbangan calon tenaga kerja sebesar 39,60%, sedangkan sisanya sebesar 60,40% dipengaruhi oleh variabel selain brand image alumni. kedua, analisis regresi. pada saat menggunakan metode analisis regresi, diperlukan persyaratan tabel anova untuk mengetahui apakah persamaan regresinya signifikan. dari tabulasi di bawah diketahui nilai sig < 0,05. dengan demikian, persamaan regresi yang digunakan dapat mewakili pengaruh 2 variabel yang dianalisis. tabel 13 anova anovab 1,849 1 1,849 64,141 ,000a 2,826 98 ,029 4,675 99 regression residual total model 1 sum of squares df mean square f sig. predictors: (constant), x = image alumni binusa. dependent variable: y = faktor-faktor pertimbangan pemilihan calon tenaga kerja b. persamaan regresi liner sederhana dapat ditunjukkan oleh tabel di bawah ini: tabel 14 perhitungan koefisien persamaan regresi linier sederhana coefficientsa 1,938 ,238 8,131 ,000 ,504 ,063 ,629 8,009 ,000 (constant) x = image alumni binus model 1 b std. error unstandardized coefficients beta standardized coefficients t sig. dependent variable: y = faktor-faktor pertimbangan pemilihan calon tenaga kerjaa. pengaruh image alumni binus university (x) terhadap faktor-faktor pertimbangan pemilihan calon tenaga kerja (y) dapat ditunjukkan oleh persamaan regresi yang dibentuk oleh konstanta dan koefisien persamaan regresinya: y = 1,938 + 0,504 x kontribusi brand image .....(tinjung desy nursanti; dkk) 87 persamaan regresi yang terbentuk dari hasil perhitungan dapat diinterpretasikan bahwa semakin meningkatnya image alumni binus university sebesar 1 satuan akan memberikan kontribusi sebesar 0,504 poin pada faktor-faktor pertimbangan pemilihan calon tenaga kerja. dengan kata lain, dapat dijelaskan bahwa peningkatan image alumni binus akan berbanding lurus dengan faktor-faktor pertimbangan pemilihan calon tenaga kerjanya. simpulan setelah melalui prosedur penelitian, pengolahan data dan analisis data sebagaimana yang telah dijabarkan sebelumnya, maka simpulan yang dapat ditarik dari penelitian ini adalah sebagai berikut (1) berdasarkan analisis deskriptif mengenai jenis perusahaan dan lama berdirinya perusahaan, diketahui bahwa sebagian besar alumni binus university terjun ke bidang pekerjaan yang berhubungan dengan teknologi informasi; (2) dari pengujian cochran yang dilakukan terhadap berbagai asosiasi yang melekat dari binus university, diperoleh hasil bahwa hanya diperoleh 2 asosiasi dari 11. dengan demikian, dapat disimpulkan bahwa binus university sebagai salah satu perguruan tinggi terkemuka yang memiliki berbagai disiplin ilmu memang masih dikenal masyarakat sebagai institusi pendidikan berbasis teknologi. tampaknya hasil ini selaras dengan strategi binus university dengan sistem pengajarannya yang berbasiskan ti. strategi yang tepat disertai kerja keras selama bertahun-tahun membuahkan hasil positif terbentuknya citra tertentu terhadap brand binus. kini, universitas bina nusantara telah berevolusi menjadi binus university sehingga telaah aplikasi strategi terhadap universitas bina nusantara perlu dipertimbangkan apakah perlu menerapkan strategi yang berbeda dengan binus university. saran yang diberikan, yaitu (1) perlu mempertahankan strategi yang dapat menghasilkan asosiasi yang dapat membentuk brand image yang sangat kuat yaitu “komputer” dan “alumni mudah dan cepat terserap pada dunia kerja”. ini adalah keunggulan kompetitif bagi binus university; dan (2) seiring perubahan nama universitas bina nusantara menjadi binus university, maka diperlukan strategi tertentu sehingga akan diperoleh asosiasi “berstandar internasional” dan ‘kampus terbaik”. penelitian ini masih memiliki keterbatasan seperti minimnya jumlah responden yang berhasil digali melalui penyebaran kuesioner yang dilakukan meskipun sudah memenuhi standar minimal yang diperlukan untuk dianalisis. kesulitan yang dihadapi antara lain adalah tidak semua perusahaan bersedia mengisi responden yang dibagikan. apabila diperoleh responden lebih besar barangkali hasil analisis akan berbeda dari apa yang ditemukan saat ini. ke depannya bila memungkinkan masih ada celah untuk melakukan penelitian serupa, akan tetapi ditujukan ke beberapa perguruan tinggi yang berbeda untuk mengetahui perguruan tinggi yang manakah yang telah melakukan brand building-nya dengan baik. 88 journal the winners, vol. 10 no. 1, maret 2009: 75-88 daftar pustaka durianto, darmadi, sugiarto, dan sitinjak. (2004). strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek, jakarta: gramedia pustaka utama. ekeledo, i., and sivakumar, k. f. (1998). foreign market entry mode choice of service firms: a contingency perspective. academy of marketing science journal, greenvale: 26(4), 274-293. hansen, f., and christensen, l.b. (2007). dimensions in consumer evaluation of corporate brands and the role of emotional response strength (ners). innovative marketing, 3(3), 19-29. keller, k.l. (1993). conceptualizing, measuring and managing customer-based brand equity. journal of marketing, 57, january, 1-22. kotler, p., and keller, k.l. (2006). marketing management, 12th ed., upper saddle river, new jersey: pearson education, inc. kotler, p., (2003). marketing management 11th ed. prentice hall. santoso, s. dan tjiptone, f. (2004). riset pemasaran: konsep dan aplikasi dengan spss. jakarta: elex media komputindo. susanto, a.b. (2006). nama dan identitas merek, diambil dari http://jakartaconsulting.com/art-0116.html. re tr ac te d *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 105 the winners, 22(2), september 2021, 105-112 doi: 10.21512/tw.v22i2.7104 the outbreak of covid-19 and islamic stock market responses in indonesia rianda rizky permata1*; budi purwanto2; wita juwita ermawati3 1,2,3department of magister management, faculty of economics and management, ipb university jl. raya dramaga, kampus ipb dramaga bogor 16680, indonesia 1permatarianda@apps.ipb.ac.id; 2budipurwanto@apps.ipb.ac.id; 3witaman@apps.ipb.ac.id received: 28th february 2021/ revised: 05th april 2021/ accepted: 12th april 2021 how to cite: permata, r. r., purwanto, b., & ermawati, w. j. (2021). the outbreak of covid-19 and islamic stock market responses in indonesia. the winners, 22(2), 105-112. https://doi.org/10.21512/tw.v22i2.7104 abstract the research intended to analyze the overreaction phenomenon in islamic stocks due to covid-19 as well as the influencing factors by utilizing different test methods and cross-sectional regression. the research employed data on the daily stock prices from august 9th, 2019 to october 26th, 2020 on the jakarta islamic index (jii) and the stocks utilized during the period of events. the sample of the research utilized seven events related to covid-19. the findings reveals that the announcement of covid-19 transmission and lockdown (event 2) causes overreaction in winner stocks. meanwhile, the overreaction phenomenon of loser stock is due to the announcement of the united states fiscal stimulus (event 5) and the announcement of the psbb (event 6). furthermore, the new normal announcement event (event 7) triggers overreaction in the winner and loser stocks. the results indicate that islamic stocks continue to have several transactions which are prohibited by the fatwa dsn mui in the short term. in this case, the variables that impact the overreaction phenomenon are shown to be substantially and negatively linked to leverage and market capitalization, while trading volume significantly influences and has a positive correlation with the overreaction phenomenon. keywords: covid-19, islamic stock market, stock market responses i. introduction according to the world bank (2020), the covid-19 pandemic is an unexpected event that has a major impact on all sectors including the economic sector. since the effect was huge and widespread, it caused a recession that was much worse than the global financial crisis of 2008. the spread of covid-19 has had a negative effect on global commodity markets, as crude oil prices have decreased (hassan & gavilanes, 2021). world stock market indices including the nasdaq and nikkei, which are the stock market reference indexes, also experienced increased volatility as an indication that investors are responding significantly to covid-19. as a result of covid-19, overall stock market indices across the globe experienced declining extreme price (bearish) (ibrahim, kamaludin, & sundarasen, 2020; siddiqui, ahmed, & naushad, 2020). the stock markets of countries affected by covid-19 have negative abnormal returns due to investors' pessimism about market conditions, causing the stock market to undergo the phenomenon of an overreaction (liu et al., 2020). in this case, indonesia has been one of the countries affected by covid-19, especially since the announcement of the first case confirmation occurred on march 2nd, 2020. the indonesian capital market was also affected by covid-19 as shown by the composite stock price index (cspi) which touched the lowest level of 3.937,517 on march 24th, 2020, in the past seven years. the price movement continues to change during the covid-19 pandemic. figure 1 fluctuation of cspi and jakarta islamic index (jii) before and after covid-19 pandemic source: yahoo finance and idx (2020) (data processed) re tr ac te d 106 the winners, vol. 22 no. 2 september 2021, 105-112 figure 1 shows that the stock price movement of companies in the indonesian capital market reflected by cspi has significant volatility. before the outbreak of covid-19 stock prices was relatively stable. on the contrary, after the outbreak, stock indices plummet and quickly surge in a short time. the condition of the indonesian capital market has experienced a deep decline in stock prices, including islamic stocks. the decline in stock prices and the high volatility that occurs in the islamic stock market can cause an overreaction phenomenon. overreaction appears due to fraudulent information that causes misleading information and tends to be a tadlis violation (transparency of information and prohibition of misleading information) (mujadiddah, achsani & irfany, 2020). sharia stocks are the ones whose operations are regulated in accordance with the sharia principles. sharia stock operational arrangements are listed in the fatwa dsn mui number 80 of 2011 which explains that the prohibition of behavior containing elements of maisir, dharar, usury, immorality and tyranny, gharar, ghabn, risywah, talaqqi al-rukban, tadlis, tanajusy/najsy, ghisysy, bai 'al-ma' dum, taghir, and iktikhar. the implication of this prohibition regarding these elements prevents the practice of insider trading, misleading information, and front running (mujadiddah et al., 2020). the implementation of sharia principles should be able to make the islamic stock market more efficient than the common stock market (yan, 2020). the enforced regulation can encourage investors to behave in accordance with efficient market mechanisms. however, the practice of islamic stock trading that currently occurs is still incompatible with the ideal islamic stock market. this is also supported by tanjung and siregar (2018) reporting that the returns on shares listed in jii fluctuate significantly, resulting in significant gains and losses in a single day for investors. fatima, rashid and khan (2019) also find that islamic stock returns show a significant reaction to negative events. furthermore, islamic stock inefficiency is also discovered by mujadiddah et al. (2020) who conduct research on the short-term overreaction phenomenon to certain events in stocks listed on jii. the results of these studies indicate that the bombing incident in surabaya results in excessive stock reactions. the research also examines the influencing factors on the overreaction phenomenon in these events. according to the previous studies, the phenomenon of stock market overreaction to an event can be examined by utilizing an event study approach. boubaker, farag, and nguyen (2015) find that there is a phenomenon of overreaction in the egyptian stock market by testing the daily abnormal return of stocks during the 100-day trading period before and after the event. it seems that research on the overreaction phenomenon to islamic stocks is still limited despite the development of the islamic stock market as indicated by the rise in companies listed in islamic stocks and the existence of islamic stock indices. apart from the implementation of the applicable fatwa dsn mui, there is still a possibility of a reaction to the inefficiency of the islamic stock market toward unfortunate events, especially in the current covid19-related event sequence. therefore, the research is conducted to investigate how islamic stocks listed on jii responded to covid-19 could contribute to the phenomenon of overreaction. in addition, the research examines the reaction of islamic stocks and analyzes the influencing factors regarding the overreaction phenomenon. it is due to the fact that this research is pivotal to be carried out since there are still limited sources regarding the overreaction phenomenon. ii. methods the data employed in the research are daily stock prices during the period august 9th, 2019 to october 26th, 2020 on the jakarta islamic index (jii) and the stocks utilized during the period of events. seven specific events are followed by price reversal and return reversal (de bondt & thaler, 1985). the determination of the observation period in the research is based on research by mujadiddah et al. (2020) and boubaker et al. (2015). the period used for adjustments to determine the reaction of the islamic stock market consists of three periods: 1) the estimation period, 2) the event period and 3) the test period. the estimation period is 100 trading days before the event (t-100) to determine the overreaction hypothesis; the event period is a day when the event occurs (t = 0); while the test period is 100 trading days after the event (t+100) to determine the factors that influence the overreaction phenomenon. there are seven samples of covid-19 events selected, which entail: reporting the first case by the chinese government to who (event 1); the announcement of transmission of covid-19 and lockdown by the chinese government (event 2); the announcement of covid-19 first case confirmation in indonesia (event 3); the announcement of covid-19 as a pandemic (event 4); the announcement of the economic stimulus policy of the united states (event 5); the announcement of the policy of large-scale social restrictions (event 6); and the announcement of the implementation of new normal (event 7). table 1 provides detailed events and periods in the research. the steps of the analysis determination of the winner and loser stock categories are conducted according to the research by boubaker et al. (2015), farag and cressy (2010) and musnadi, faisal and majid (2018) by estimating abnormal returns during the 100-day testing period after the event. the first step is to calculate the daily returns value. the formula of daily return is the first difference in the natural logarithm (ln) of the ke-i stock closing price between two trading days (boubaker et al., 2015). the return variables used are stock returns (rit) and market returns (rmt). price (pit) is defined as the closing price of each stock in period t (lobe & rieks, re tr ac te d 107the outbreak of covid-19.... (rianda rizky permata, et al.) 2011): r𝑖𝑡 = 𝐿𝑛 𝑃𝑖𝑡 − 𝐿𝑛 𝑃𝑖𝑡−1 rm𝑡 = 𝐿𝑛 𝑃𝑚𝑡 − 𝐿𝑛 𝑃𝑚𝑡−1 (1) furthermore, it is important to calculate the abnormal return. abnormal return is defined by using the market adjusted model, whereas the expected return is the value of the market return index in the same period (musnadi et al., 2018). ar𝑖𝑡 = 𝑅𝑖𝑡 – 𝑅𝑚𝑡 (2) after getting the abnormal return value, the next step is to calculate the cumulative abnormal return (car). cumulative abnormal return is the sum of the abnormal return of a stock during the estimated research period. the research accumulates abnormal returns into two periods: 1) before the event occurs to determine the category of the stock portfolio and 2) after the event occurs to examine the effect of the overreaction phenomenon (mujadiddah et al., 2020). the highest car value will be the winner stock category and the lowest will be the loser stock category. t (3)carit = ∑ arit r=1 after determining the stock portfolio's category, the next step is testing the hypothesis of stock overreaction phenomenon. the test uses the following formula to compare the average abnormal return (aar) value of islamic stocks on each winner and loser portfolio between the periods before and after the case. (4) moreover, it is considered necessary to calculate the cumulative average abnormal return (caar), which is used to determine the information leakage (leak) indicator obtained from the caar values three days before the event occurred (boubaker et al., 2015). (5) similar to boubaker et al. (2015), hatem (2015) and mujadiddah et al. (2020), the research employs a cross sectional regression method to determine the influencing factors on the overreaction phenomenon in islamic stocks in indonesia. the research model can be seen in the formula: 𝐶𝐴𝑅𝑖 = 𝛼 + 𝛽1𝐴𝑅𝑖 + 𝛽2𝐿𝑒𝑎𝑘𝑖 + 𝛽3𝐿𝑛 _𝑀𝑐𝑎𝑝 𝑖 + 𝛽4𝐿𝑇𝑉𝑖 + 𝛽5𝐿𝑒𝑣𝑖 + 𝑒𝑖 (6) where: 𝐶𝐴𝑅𝑖 = cumulative abnormal return i stock, with the value of cari = (boubaker et al., 2015) 𝐴𝑅𝑖 (0) = abnormal return of i stock in the occurrence events 𝐿𝑒𝑎𝑘𝑖 = information leakage on i stock in the occurrence events 𝐿𝑛 _𝑀𝑐𝑎𝑝 𝑖 = natural logarithm of i stock market capitalization at t-127 𝐿𝑇𝑉𝑖 = trading volume of i stock with a value of tvt / tvt-1 (boubaker et al., 2015) 𝐿𝑒𝑣𝑖 = company leverage with the value of long term debt / total equity (hatem, 2015) 𝛼 = intercept 𝛽1, 𝛽2, 𝛽3, 𝛽4, 𝛽5 = estimated parameter 𝑒𝑖 = residual table 1 list of events and periods included in the study no current events estimation period t-100 event period t=0 test period t+100 1. event 1 09/08/2019 2/01/2020 2/06/2020 2. event 2 27/08/2019 20/01/2020 18/06/2020 3. event 3 8/10/2019 02/03/2020 30/07/2020 4. event 4 18/10/2019 12/03/2020 12/08/2020 5. event 5 31/10/2019 25/03/2020 28/08/2020 6. event 6 11/11/2019 06/04/2020 08/09/2020 7. event 7 2/01/2020 2/06/2020 26/10/2020 re tr ac te d 108 the winners, vol. 22 no. 2 september 2021, 105-112 iii. results and discussions the research employs seven events related to the covid-19 pandemic. the period used in the research is 201 days divided into three parts. first, the 100 days prior to the event are used to form a winner-loser stock portfolio. second, one day is used for the day when the event occurred. lastly, 100 days after the event occurred are used to examine the influencing factors to the overreaction phenomenon. in the analysis, the estimation period is 100 days before the event, and the stock portfolio is formed in 10 days. as a result, each event has 10 stocks that are included in both the winner's and loser's portfolios. according to mujadiddah et al. (2020), the value of the average abnormal return (aar) is used to test the overreaction hypothesis in this analysis. the test period used is the aar value before and after the event occurred for each type of portfolio in each event. the islamic stock overreaction will occur if there is a disparity between these events. in addition, the test analysis tool is a paired two-sample difference test for the parametric data, while wilcoxon signed rank test is for the non-parametric data. the results of the significance of the overreaction test can be seen in table 2. the overreaction hypothesis is tested on seven significant events related to covid-19. it is found that four significant events have overreaction. since the stock price obtained by investors reflects the lack of available information and market inefficiency (fama, 1970), this means that the islamic stock market in indonesia is not quite stable. on the other hand, fatwa dsn mui number 40 of 2003 states that the price of traded shares must be fair. the price must represent the value of actual valuation of the issuer, economic, political, and other conditions. therefore, the results of the overreaction hypothesis testing on the islamic stock market towards covid-19 are not in accordance with the theory which states that islamic stocks have more efficiency and avoid efficient market anomalies. stable islamic stock market conditions should be able to explain what is defined as disclosure in the stock market. the information available can be reflected in the stock price since investors fully understand the origin of price fluctuations from existing information, both from a fundamental and technological viewpoint. market efficiency also creates free market conditions, in which there is no intervention from certain parties that affects the stock price. the short term testing indicates that the covid-19 pandemic brings about overreaction causing islamic stock market not to achieve its ideal conditions. as a consequence, it is conceivable that transactions which are illegal under islamic law may still be found on islamic stocks. mujadiddah et al. (2020) discover major information leakage as well as a correlation between information and stock prices. this may occur as a result of the dissemination of misleading information. in fact, the misleading information is a transaction that provides incorrect information so that it affects stock prices in order to gain a profit above normal profit. this transaction is categorized as tadlis which is prohibited in the fatwa dsn mui number 80 of 2011. the violation of the fatwa is proven in the short term. therefore, further research regarding the influencing on the overreaction of sharia stocks against covid-19 needs to be conducted in order to discover the transactions violations. the test aims to determine the factors that significantly influence the overreaction phenomenon in the two occurrence events. before the testing is conducted, certain assumption tests need to be fulfilled, such as normality, heterocedasticity, multicollinearity, and autocorrelation tests. all the assumptions in the research show a significant fulfillment. the test results using the cross-sectional regression model are shown in table 3. table 2 t-test results for all samples no sample events event description p value winner loser 1. event 1 announcement of the first case of covid-19 confirmation to who 0,155 0,376 2. event 2 announcement of the covid-19 and lockdown transmission by the chinese government 0,02723* 0,1197 3. event 3 announcement of the first case of covid-19 confirmation in indonesia. 0,3743 0,6084 4. event 4 announcement of covid-19 as a pandemic 0,6761 0,1372 5. event 5 announcement of the united states economic stimulus policy 0,4608 0,09643** 6. event 6 announcement of large-scale social distancing (psbb) policies 0,2685 0,0000388* 7. event 7 announcement of the new normal implementation 0,00002556* 1,941e-12* source: yahoo finance and idx (2020) (data processed) description: the values in parentheses are the p-values **, and * are significant at the levels of 0,01, 0,05, and 0,1 re tr ac te d 109the outbreak of covid-19.... (rianda rizky permata, et al.) table 3 estimated results of csr for winner stock groups at event 2 independent variable dependent variable: cari c -2,069 (0,114) ar 3,261 (0,249) leak -3,101 (0,506) ln_mcap 0,071* (0,096) ltv -0,151* (0,051) lev -0,089* (0,058) r-squared 0,865 adjusted r-squared 0,695 prob (f-statistic) 0,069* source: yahoo finance and idx (2020) (data processed) description: the values in parentheses are the p-values * are significant at the levels of 0,01, 0,05, and 0,1 table 3 shows the estimation results on the announcement of the covid-19 transmission and lockdown (event 2) utilizing the multiple regression method of cross section data. this estimation explores the factors that affect overreaction on stocks in the winner's portfolio at the time of the covid-19 event. some of the statistical tests can be seen in the table 3, including the value of r-squared (r2), f-statistic, and t-statistic. statistical analysis of the covid-19 transmission announcement indicates an r2 value of 0,865. this value shows that 86,5% of the variance in the cumulative abnormal return (car) dependent variable can be explained by factors in the model, while the remaining is explained by other factors outside the model. the probability f-statistic value in the winner stock of sharia portfolio model shows a value of 0,069 less than the real level of 0,10. this means that the independent variables in altogether can explain the overreaction phenomenon. a high value of r2 and a significant statistical f result may indicate that the factors in the model affect the overreaction phenomenon. this can be proven through the t-statistic value which is utilized to explain the relationship between the independent variables to the overreaction phenomenon explained by the cumulative abnormal return (car) variable. the model specification and the coefficient of each variable can be written in the formula: 𝐶𝐴𝑅𝑖 = −2,069 + 3,261𝐴𝑅𝑖 (0) – 3,101𝐿𝑒𝑎𝑘𝑖 + 0,071𝐿𝑛 _𝑀𝑐𝑎𝑝 𝑖 – 0,151𝐿𝑇𝑉𝑖 – 0,089𝐿𝑒𝑣𝑖 + 𝑒𝑖 (7) according to the findings in table 3, the first variable that affects the overreaction phenomenon in the announcement of the covid-19 transmission and lockdown is trading volume (ltv). this variable is obtained from the comparison of the volume of stock trading in the occurrence event (t = 0) with the volume of stock trading the day before (t-1). this variable describes how changes in stock trading volume influence the phenomenon of sharia’s stock overreaction, which is a winner portfolio. ltv has a significant negative correlation to this phenomenon with a coefficient value of -0,151. it means that the smaller stock trading volume in the occurrence event compared to the previous day's trading volume causes more vulnerable stock to the overreaction phenomenon. it is in accordance with the research hypothesis that there is an overreaction significant and inversely proportional relationship between trading volume and the overreaction phenomenon. these results are in line with the research by ali, ahmad, and anusakumar (2012) and sohail, rehman, and javid (2017) pointing out that stocks that have a smaller trading volume are increasingly prone to overreaction. the second variable that affects the overreaction phenomenon is leverage (lev). this variable is the ratio between long-term debt and the company's total equity at the occurrence event. this variable is negatively related and significantly influences the overreaction phenomenon with a coefficient value of -0,089. this means that the greater the company's debt ratio, the more vulnerable the company's shares to the overreaction phenomenon. the findings of the research estimation are in accordance with the research hypothesis and in line with the research by fauzi and wahyudi (2016). a company which has an increase in the debt ratio will lead to a bankruptcy when the company is unable to pay its obligations. therefore, it is believed that the increase of company's long-term debt will be responded excessively by investors. market capitalization (mcap) is the last variable that affects the overreaction phenomenon during the announcement of the covid-19 transmission and lockdown (event 2). this variable delineates the size of a company obtained from the multiplication value of the stock price and the number of circulation stocks of the company. market capitalization variables can explain the phenomenon of islamic stock overreaction which is a winner of portfolio during the covid-19 event. this variable has a significant positive correlation to the dependent variable with a coefficient value of 0,071. the finding interprets that the greater market capitalization will bring about a more vulnerable overreaction phenomenon. this result is in line with research by lerskullawat and ungphakorn (2019) and fauzi and wahyudi (2016) who discover that during the crisis occurs, the stock market reacts more to the large value of the stock market capitalization. it can be said that this result is the opposite of the research hypothesis which states that market capitalization is negatively related to the overreaction phenomenon. the research hypothesis applies when market conditions are not undergoing a crisis. thus re tr ac te d 110 the winners, vol. 22 no. 2 september 2021, 105-112 smaller value of market capitalization will lead the society to become more susceptible to overreaction. the covid-19 event is a crisis that differs from ordinary conditions, even more severe than in the previous global economic crisis, thus triggering the actions of investors who are pessimistic as they do not want to involve in a big risks in placing their investment funds. in this case, investors tend to choose companies with large market capitalizations, it is owing to the fact that the large company stocks are more liquid during the covid-19 pandemic crisis. therefore, the research results differ from the research hypothesis due to the difference of the characteristics of the events and the sample of islamic stocks utilizing the companies with the largest capitalization in the last year. the regression test results for other variables, one of which is abnormal return, show that there is no significant correlation with the dependent variable, namely cumulative abnormal return (car). the results shows that the significance of this variable is more than the real level of 0,249. this result addresses that the overreaction phenomenon that occurs during the covid-19 announcement is not influenced by abnormal returns when the event occurs (t = 0). furthermore, this result is in contrast with the hypothesis, which states that car variable has a substantial correlation. it can be summarized that, during the covid-19 overreaction phenomenon, investors' decisions are not influenced by the returns obtained, but other factors that influence overreaction, namely: 1) market capitalization, 2) trading volume, and 3) leverage, as well as other factors outside the model. moreover, information leakage is another component in the model that is predicted in affecting the overreaction phenomenon. the significance level for this variable yields a value of 0,51, which is 10% higher than the actual level used. these findings suggest that information leakage variable has no effect on the overreacting phenomenon of winner stocks of sharia portfolio during covid-19 transmission and lockdown announcements (event 2). the absence of the leakage effect is different from the research hypothesis. this difference probably occurs since investors have not realized about information regarding unpredictable events such as covid-19, hence information leakage cannot be used as a consideration for analyzing investors' decisions. this is in accordance with the research by mujadiddah et al. (2020) which describes that the leakage of information significantly affects the overreaction of sharia stocks in a predictable event, i.e., the election of donald trump as the us president. on the contrary, in the previous unpredictable events of surabaya bombing, the information leakage variable did not affect the overreaction phenomenon. therefore, in the sharia stock overreaction phenomenon on the covid-19 event, there is no information leakage in light of sharia principle transactions violation which is called misleading information. the findings reveal that several variables have no effect on the overreaction phenomenon and are inconsistent with the research hypothesis. this contradicts with the previous research by boubaker et al. (2015), who identified that overreaction is affected by a major leakage factor. this divergence is due to the characteristics of the incidents under investigation, which result in discrepancies in investor analysis while performing islamic stock transactions in indonesia. sharia stocks are one of the long-term investment instruments yet allowed to conduct shortterm transactions. fatwa dsn mui number 80 year 2011 regulates this with a special provision which states that investors can sell securities (stocks) after the sale, and purchase agreement is valid even though the administrative settlement is carried out at a later date. this statement is in accordance with the qadh hukmi principle, which is the use of assets by the buyer in the form of asset ownership documents in both electronic and non-electronic records. this is adjusted to stock transactions in which ownership of stocks has become the buyer’s right since the sale and purchase agreement is valid even though it is not administratively valid. stock buyers can immediately sell their stocks, which is lawful in sharia. this can lead to speculative transactions, i.e. buying and selling with the intention of obtaining high profits and avoiding large losses. sharia stocks are guided by islamic law, whose principles and implementation are in accordance with the provisions of the fatwa dsn mui. there are two fatwa regulating sharia stocks, namely: 1) the fatwa mui dsn number 40 of 2003 concerning the capital market and general guidelines for the application of sharia principles in the capital market; and 2) the fatwa dsn mui number 80 of 2011 concerning the application of sharia principles in the equity trading mechanism of the stock exchange regular market. meanwhile, the islamic stock market is expected to become more efficient as sharia principles, which emphasize fairness and honesty in stock transactions. according to the research results, it appears that there is a short-term overreaction of islamic stocks in the covid-19 event. this indicates that islamic stocks are less efficient in the brief period, enabling investors to engage in speculative and haram transactions in response to stock price fluctuations triggered by covid-19, with the intention of making profit beyond normal limits. this illustrates that islamic stocks are not a successful short-term investment since they are vulnerable to non-sharia-compliant transaction. as a consequence, islamic stocks are an investment instrument whose primary aim is to invest in assisting a company's operations so that investors can benefit from the company's profits. regarding an overreaction phenomenon in the islamic stock market in indonesia, the findings are in line with previous research (fatima et al., 2019; mujadiddah et al., 2020; musnadi et al., 2018; tanjung & siregar, 2018). similarly, the empirical findings also confirm the previous findings about the existence of anomalies in the indonesian re tr ac te d 111the outbreak of covid-19.... (rianda rizky permata, et al.) stock market (andriansyah, 2017; faisal & majid, 2016; octavio & lantara, 2014; sumiyana, 2009). the outcomes indicate that covid-19 does not only affect the health sector, but also indonesia's economy and finance. this crisis generates a large response from investors, especially foreign investors, to the islamic stock market. related to covid-19 information, sharia stock price movements experience a sharp decline and high volatility. various policies issued by the government in dealing with the impact of covid-19 have slowly brought the value of the islamic stock index recover to its starting point and becoming more stable as it was before the covid-19. iv. conclusions the overreaction hypothesis testing conducted in the research reveals that the islamic stock market in indonesia remains inefficient as evidenced by the overreaction occurring in several events related to covid-19. this phenomenon is proven by a several test on the difference in the average abnormal return value of winner and loser stocks before and after the event. an overreaction is triggered by a sequence of four occurrences. the announcement of covid-19 transmission and lockdown (event 2) leads to an overreaction in winner stocks. furthermore, the overreaction phenomenon of loser stock is caused by the announcement of the united states fiscal stimulus (event 5) and the announcement of the psbb (event 6). meanwhile, the announcement of new normal (event 7) causes islamic stocks, both winner and loser experiencing an overreaction. in addition, the results have found that the covid-19 pandemic has a significant impact on the jakarta islamic index (jii) and several stock sectors consisting of mining; property, real estate, and building construction; infrastructure, utilities and transportation; and trade, services and investment. regression analysis is employed to determine the influencing factors of overreaction phenomenon. furthermore, the regression model evaluation only shows the announcement of the covid-19 transmission and lockdown (event 2) which could be explained through the estimation of the regression model. the regression results in event 2 indicate that the independent variables in the research model jointly influence the overreaction phenomenon as shown by the significant f-stat value. overall, based on the t-stat value, it appears that the variables of company leverage (lev) and market capitalization (ln mcap) have negative effects on overreaction, whereas the variable trading volume (ltv) has a positive effect on overreaction. the overreaction phenomenon is one of the causes of market inefficiency. this was explained in the fatwa dsn mui number 80 of 2011 with the existence of insider trading transactions or misleading information on the overreaction phenomenon which caused prices to be unnatural and the market became inefficient. as a result, investors must pay attention to these indicators to prevent overreaction and avoid suffering a significant loss due to extreme prices. in addition, investors should pay attention to transactions in accordance with islamic principles as the research finds that there are still speculative transactions, especially for factors which lead to the overreaction phenomenon. as a consequence, more islamic market investors need to be educated in order to conduct stock transactions in accordance with islamic principles. the research scope is limited to seven incidents over a brief period of time. therefore, further research is required to inspect how islamic stock markets react to other events in indonesia, as it is likely to be an overreaction phenomenon in the longer term. references ali, r., ahmad, z., & anusakumar, s. v. 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(2018). analisis votalitas saham di jakarta islamic index (jii) periode januari 2015-januari 2018. ihtifaz: journal of islamic economics, finance, and banking, 1(1), 147. https:// doi.org/10.12928/ijiefb.v1i1.270 yan, c. (2020). covid-19 outbreak and stock prices: evidence from china. ssrn electronic journal. https://doi.org/10.2139/ssrn.3574374 *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 19 the winners, 23(1), march 2022, 19-24 doi: 10.21512/tw.v23i1.7089 evaluating perceived service quality, perceived playfulness, and gratification towards user’s attitude of mobile instant messaging application prima ayundyayasti1*; arum febriyanti ciptaningtias2 1computerized accounting, accounting, politeknik negeri semarang 2managerial accounting, accounting, politeknik negeri semarang jl. prof. sudarto, tembalang, semarang, central java, indonesia 50275 1prima@polines.ac.id; 2arumfciptaningtias@gmail.com received: 24th february 2021/ revised: 18th april 2021/ accepted: 22nd april 2021 how to cite: ayundyayasti, p. & ciptaningtias, a. f. (2022). evaluating perceived service quality, perceived playfulness, and gratification towards user’s attitude of mobile instant messaging application. the winners, 23(1), 19-24. https://doi.org/10.21512/tw.v23i1.7089 abstract the research aimed to understand the behavior and adoption of mobile instant messaging (mim) usage. by applying perceived service quality towards perceived playfulness and gratification model, the research investigated the factors related to mim usage. two most popular mim applications used in semarang, indonesia, namely whatsapp and line were targeted. after testing and validating the reliability and validity, questionnaires were distributed to university students and employees in semarang, indonesia whom already used mim applications. the measurement of the constructs in the proposed model was confirmed with confirmatory factor analysis (cfa) to test the consistency of question items within each construct. the outcomes of the questionnaire were tested through structural equation modeling (sem) to test whether the proposed constructs are confirmed to the designated model. path coefficient and fit indices of the proposed conceptual model were also used to measure the possible relations between variables. the results show positive influences of perceived service quality, perceived playfulness, and gratification towards user’s attitude. keywords: gratification model, mobile instant messaging, perceived playfulness, perceived service quality i. introduction the way people communicate has changed with the advanced development of technology. smartphones have become a favoured communication device due to its advantage in mobility and easiness. in indonesia, which has more than 270 million of population, the popularity of smartphones has increased as well as internet based communication. mobile instant messaging (mim) and instant messaging (im) are fundamentally communication platforms which rely on internet connection to allow user’s access. while im is generally designed for desktop pcs, mim is specified for usage in mobile devices such as personal digital assistant (pda), mobile phone, tablet, and so on. it simply needs your phone number or e-mail address and internet connection for registration. even mim developers do not only establish the mobile version, but also the desktop version to synchronize the messages and share media from mobile phone. equipped with various features, mobile instant messaging (mim) takes over short message service (sms) and phone call as a communication manner. mim is very popular as it conveniently provides interpersonal communications. internet connection on mobile devices is required to utilize mim applications, opposed to sms which required phone credit in every message sent. numerous features such as text message, voice message, voice call, video call, group chat, user’s status update, stickers, document, and multimedia transmission make mim as a one stop communication platform and data sharing. as the use of mim grows, researchers conduct studies related to the adoption and behavior of mim utilization. in 2016, a researcher examined the use of mim to support teaching and learning of database course in higher education (so, 2016). perceived playfulness is highlighted in the effect of social interaction of mim (hsieh & tseng, 2017). the perspective of uses and gratifications of mim were examined in nurses as a communication platform in health care service (bautista & lin, 2017). the study of retailerconsumer interaction using mim was conducted in 20 the winners, vol. 23 no. 1 march 2022, 19-24 china (vazquez, dennis, & zhang, 2017). whatsapp as an mim application is used as a feedback tool of english foreign language class (soria, gutiérrezcolón, & frumuselu, 2020). various mim application is available to be downloaded on smartphone such as whatsapp, line, telegram, messenger, michat, discord, and so on. the research focus is particularly based on whatsapp and line usage as the two most used mim applications in indonesia. user’s adoption towards technology depends on many factors. as mobile instant messaging gain popularity, the number of users of those applications grow as well. the research is conducted to identify user’s adoption and behavior in using mim application. the purpose of the research is to identify factors associated to attitude towards using mim and the actual behavior of how the users utilizing the applications. mim application developers could also utilize the research results to determine the factors influencing mim adoption and possibly improve features provided in the application development. the research investigates perceived service quality towards perceived playfulness and gratification model to explore factors regarding to the use of mim in indonesia. the next section presents conceptual background as well as brief review of literature along with a proposed model of the research. technology acceptance model (tam) was first introduced in 1989. two specific variables, perceived usefulness and perceived ease of use were developed and validated which then hypothesized to be fundamental determinants of user acceptance (davis, 1989). perceived usefulness was defined by davis (1989) as the extent which a person considers that using a specific system would increase job performance. whereas perceived ease of use was defined as the extent which a person considers using a specific system would not require a great effort. tam was extended from theory of reasoned action (tra) proposed by ajzen and fishbein. it is believed as the most applied model for researches related to technology acceptance. a systematic review of tam on social media was performed and the results showed that tam was used as a primary theoretical model. not to mention, the correspondence of the related studies were mostly students of higher education. (al-qaysi, mohamad-nordin, & al-emran, 2020). other study of tam applied psychological influence theory of conformity behavior and self-esteem in the extended model. wechat application was used as the subject of research (yu, 2020). mim as a type of internet based social interaction using mobile device should show similar behavior towards social networking sites (sns) and traditional instant messaging as a form of communication means. the research proposes integration of technology acceptance model, perceived service quality, perceived playfulness, uses and gratifications theory, and social influence as extended variables contributing user’s adoption of mim applications. perceived service quality is believed to have an influence towards customer’s loyalty, satisfaction, and motivation in using a service (subrahmanyam, 2017). a research in regards to perceived service quality towards physician and user’s satisfaction on mobile healthcare consultation was conducted in 2020 (tan & yan, 2020). the research adopts the conceptual model of chou’s research (chou, 2006). chou defines perceived service quality as the overall quality of services that user perceived or experienced. this definition refers to chou’s study towards mobile information and entertainment services which treat perceived service quality as a multidimensional construct that combines underlying service attributes. the attributes mentioned in chou’s study referred to some of the constructs in chung and tan’s study (chung & tan, 2004) regarding to website characteristics as antecedent of perceived playfulness. this research adopts experimentation, personalization, perceived usefulness, perceived ease of use, feedback, variety, content, and speed from chou (2006) and chung and tan (2004) as antecedents of perceived service quality. the antecedents used in the research are simplified based on the characteristics of the attribute, thus makes perceived service quality as the second order factor. experimentation, personalization, feedback, and content have a characteristic of reciprocal response between the user and application. hence, the constructs are combined as interactivity construct. variety and speed indicate characteristics of being related in functionality aspect. both constructs are classified as practical attributes in mim application. variety in mim application offers diverse services that can become the excellence of the application to attract users. speed is related to the extent which mim application can deliver information between the user and system as well as between other users. the functionality of variety and speed are then associated as feature construct. figure 1 perceived service quality constructs gratification theory has been used in a lot of research. it is believed as one of the many factors why users continue to engage in an activity and utilize a service. ghazali, mutum, and woon (2019) conduct research of user’s gratification in the continuity playing an augmented reality game. ha et al. (2015) apply gratification model in social networking sites. ha et 21evaluating perceived service.... (prima ayundyayasti; arum febriyanti ciptaningtias) al. (2015) point out variables related to gratification are: (1) cognitive, (2) hedonic, (3) integrative, (4) social interactive, and (5) mobile convenience. this research adopts gratification related variables from the research by ha et al. (2015). cognitive refers to the acquirement of knowledge and information through the content shared on mim. interactions with fellow users allow the procurement and information exchange that are expected to positively influence gratification of using mim. integrative related to individual’s ability to develop self-identity, enhance social relations, and reputation from using mim application. communication with other users is the key aspect in obtaining integrative gratification. hedonic gratification is related to the enjoyment and pleasurable sense from mim adoption. this construct is considered of having a close implication with perceived playfulness. hence, in the research hedonic gratification is taken down from ha’s conceptual model. social interactive refers to whether someone feels convenient to participate in interpersonal communication interchange using technology. while mobile convenience is the easiness of using mobile instant messaging with minor effort. as mim is distinguished in its mobility as a long distance communication platform, mobile convenience is one of the key features offered. figure 2 gratification constructs perceived playfulness was introduced by moon and kim (2001) as an extension of tam in the context of world wide web (www). it has a role as a motivational characteristic of individuals and as a situational characteristic of the interaction between an individual and the situation. moon and kim (2001) define three dimensions of the perceived playfulness as: (1) concentration, (2) curiosity, and (3) enjoyment, in which individuals with positive playfulness would interact positively. hung, tsai, and chou (2016) unravel perceived playfulness in user’s adoption of social networking sites (hung et al., 2016). hung et al. (2016) argue that enjoyment, curiosity, and concentration are the superordinate constructs that form the concept of perceived playfulness. playful experience of using a service leads to the sense of curiosity and users will be completely engaged. thus, concentration is included as users are drawn in an activity that they enjoy. in the research, hedonic gratification and perceived playfulness are believed to share the same characteristic of enjoyment as an emotional outcome in which individuals will find the interaction with mim is interesting and their engagement in the activity is for pleasure. perceived service quality defines the extent to which individual perceived that mim application’s service quality is obtained from comprehensive attributes rather than single trait. the quality of service is believed to have an influence to the feel of satisfaction and enjoyment of perceived playfulness. the overall quality of service will play a role in the sense of fun, enjoyment, and hedonic to user’s adoption of mim application. arcand et al. (2017) argue that hedonic dimension of a mobile service is also formed by the service quality. based on this explanation, the hypotheses are proposed: h1: perceived service quality positively influences gratification. h2: perceived service quality positively influences perceived playfulness. h3: gratification positively influences attitude. h4: perceived playfulness positively influences attitude. social influence is considered to affect individual’s attitude and usage towards mim (beldad & hegner, 2018). beldad and hegner (2018) believe that social influence related to an application’s popularity that would captivate people to voluntarily use the application. theory of reasoned action (tra) implies that subjective norm and attitude influence individual’s behavioral intentions, thus perceived social pressure influences individuals to engage in a behavior (karnowski, leonhard, & kümpel, 2018). social features related to social experience will have a consequence on consumer’s engagement to use mobile application (tarute, nikou, & gatautis, 2017). in mim context, social influence will impact whether other people’s opinion involving in individual’s paradigm and the actual use of technology. users’ adoption of mim may be determined by their individual need to apply the technology and also by the influence from other people. in the adoption, one user may have multiple applications due to their need to communicate with other user who employ certain mim application. this will affect their behavior and attitude towards mim application whether they think the application is usable and worth to use for long term communication platform. the popularity of an application is also determined by the number of users who utilize the application. based on this explanation, the following hypotheses are proposed: h5: social influence positively influences actual use. h6: attitude positively influences actual use. 22 the winners, vol. 23 no. 1 march 2022, 19-24 the influence of perceived service quality towards perceived playfulness and gratification is analysed in the research to identify user’s behavior towards mim as communication platform. ii. methods the data used in the research are collected by a questionnaire survey. the respondents consist of university students and employees to represent active users of mim application. 321 responses from 150 employees and 171 university students are deemed usable in the research. out of all the respondents, 167 respondents are female and 154 are male. the age range of the respondents is between 17 and 51 years old. most of the students are in the age group of 17-23 years old with total of 145 respondents. almost half of the employee respondents are in the age group of 2430 years old with total of 64 respondents. this shows that most of the active users of mim application are the younger generation (under 30 years old). whatsapp is used by more users of both students and employees rather than line. a questionnaire is set up consisting of personal information such as age and occupation, individual’s experience in using mim, and questions related to the research constructs. a brief introduction on the purpose of the research and definition of mim is included in the front page of survey questions. all of the constructs are measured using seven-point likert scale with (1) represents “strongly agree” to (7) represents “strongly disagree”. the assessment of the measurement model is evaluated to determine internal reliability of items in the construct using cronbach’s alpha. all of the construct reliability in the research ranges from 0,728 to 0,891 as shown in table 1. table 1 construct internal reliability construct reliability interactivity 0,736 feature 0,728 perceived usefulness 0,847 perceived ease of use 0,854 perceived playfulness 0,804 cognitive 0,782 integrative 0,847 social interactive 0,766 mobile convenience 0,786 social influence 0,814 attitude towards mim 0,891 actual use 0,808 confirmatory factor analysis (cfa) is used to evaluate model measurement. the second order factor of perceived service quality and gratification are tested initially. the results of the loading factor in second order factor loading are between 0,8 and 0,93. the number of factors and which factor each variable will load on correspond the theoretical concept of the constructs. the measurement theory in cfa is to specify the number of factors and which variables load on those factors. iii. results and discussions structural equation modelling from amos software version 21 is used in the research to assess the goodness of fit of the proposed model. the evaluation for the goodness of fit score as recommended by bentler and bonnett (1980) and segars and grover (1993) shows that the fit indices score in this model indicates an acceptable model fit. some modifications are suggested to improve the goodness of fit score. however, the suggestion is considered not fitting the theoretical background of the research. the fit indices score of the proposed model is shown in table 2. the results for comparative fit index (cfi), goodness of fit index (gfi), and root mean square error of approximation (rmsea) have met the recommended criteria. whereas the adjusted goodness of fit index (agfi) score is 0,767 which is slightly below the criteria of 0,80. however, the difference in the score is considered close to the 0,80 criteria, hence this score is acceptable for model fit. table 2 fit indices fit indices recommended score results gfi ≥ 0,80 0,819 agfi ≥ 0,80 0,767 cfi ≥ 0,90 0,903 rmsea ≤ 0,1 0,092 the purpose of the research is to understand users’ attitude and behavior regarding mim application by evaluating the influence of perceived service quality towards perceived playfulness and gratification model. the research proposed six hypotheses regarding to the use and behavior towards mim applications. the results of the proposed hypotheses indicate positive relations of the hypotheses. hypotheses testing are assessed with path analysis in the structural equation modelling. the hypotheses testing result is shown in table 3. h1 evaluates whether perceived service quality has positive influence towards gratification with the standardized estimates of 0,074. this verifies that the overall service quality that users feel influences the satisfaction of using mim application. thus, perceived service quality positively influences gratification. h2 presents positive influence of the relation from perceived service quality towards perceived playfulness with standardized estimates score of 0,135. thus, the proposed hypothesis is supported positively. in h3, gratification is expected to have positive influence towards attitude of mim usage. this hypothesis is supported with standardized estimates 23evaluating perceived service.... (prima ayundyayasti; arum febriyanti ciptaningtias) score of 0,076. according to ha et al. (2015), regarding the influence of gratification towards user’s attitude also indicates a positive impact. perceived playfulness also positively influence attitude as proposed in h4. it is supported with the score of standardized estimates of 0,044. the result of h4 coincidentally reflects the result of perceived playfulness in the extended technology acceptance model (moon & kim, 2001). the proposed h3 and h4 are supported positively. the relation of social influence towards attitude of mim usage is evaluated in h5. the research result indicates positive influence with standardized estimates of 0,055. as the popularity of mim as communication tool is increasing, many people use it to connect and communicate with each other. h6 conjectures positive influence of attitude in using mim towards actual use of the application. h6 is supported with positive standardized estimates score of 0,053. thus, the proposed h5 and h6 are supported positively. the relation of attitude towards using with actual use of a technology is confirmed in tam by davis, as seen in figure 3. figure 3 proposed conceptual model iv. conclusions the research has achieved the objective to evaluate perceived service quality, perceived playfulness, and gratification towards user’s attitude in the context of mim application by using structural equation modelling (sem). the measurement of the constructs in the proposed model is confirmed with confirmatory factor analysis (cfa) to test the consistency of question items within each construct. path coefficient and fit indices of the proposed conceptual model are also used to measure the possible relations between variables. the research results contribute to some implications. first, the findings contribute the positive impact of perceived service quality towards gratification. perceived service quality is measured by attributes consisted of interactivity, perceived usefulness, perceived ease of use, and features. meanwhile, gratification is measured as overall gratifications of cognitive, integrative, social interactive, and mobile convenience aspects. second, the hypothesis of positive influence from perceived service quality towards perceived playfulness proposed by chou (2006) is also confirmed based on the research findings. the findings imply that users’ perception on the overall service quality in mim application affect the sense of playfulness in the interaction with the application. various features offered in the applications such as emoticon, stickers, voice call, video call, and user’s status bring the fun experiment in the engagement with mobile instant messaging. users can interact with others using the available features to enhance communication experience, rather than just simply chat using texts only. this corelates to the service given in the application could make users feel content during their interaction with other users on mobile instant messaging. satisfaction of the users measured in gratification constructs affects attitude of using mobile instant messaging. the service quality of mobile instant messaging applications positively have a significant impact towards perceived playfulness and gratification during user’s engagement with the applications. the research has some limitations which might be explored for future research. first, users are required to participate in the questionnaire survey by their experience interacting with mim application. thus, a biased result may appear from the limitation of only users with the experience of interacting with mobile instant messaging. in addition, only students in the age range of 17-23 years old participate in this survey. whereas a lot of younger students are also active users of mim applications. second, the research takes samples of respondents in one city, while it could have been done using larger data samples. the future research might use a larger sample in different cities to evaluate possible different nature or comparison of users’ behavior in different area. in addition, as the research contributed in the implication for the influence of perceived service table 3 path coefficient path proposed relation estimate standard errors testing hypothesis h1: psq → gratification positive 0,683 0,074 supported h2: psq → pp positive 0,541 0,135 supported h3: gratification → attitude positive 0,362 0,076 supported h4: pp → attitude positive 0,215 0,044 supported h5: sinf → attitude positive 0,480 0,055 supported h6: attitude → actual use positive 0,810 0,053 supported 24 the winners, vol. 23 no. 1 march 2022, 19-24 quality towards gratification, further research related to this hypothesis could be conducted in different context of behavior towards technology. the measurement of user’s gratification in the technology adoption could be tested by perceived service quality. with the development of advanced technology, in which it could be completely new or modified from an existing technology, it could relate towards each other 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(2020). extending the learning technology acceptance model of wechat by adding new psychological constructs. journal of educational computing research, 58(6), 1121-1143. https://doi. org/10.1177/0735633120923772 *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 65 the winners, 23(1), march 2022, 65-71 doi: 10.21512/tw.v23i1.7293 corporate governance principles in sovereign wealth fund: the case of indonesia sovereign wealth fund suwinto johan* management study, faculty of business, president university jababeka education park, jl. ki hajar dewantara , rt 2/rw 4, mekarmukti, north cikarang, bekasi 17530, indonesia faculty of law, universitas tarumanagara jl. letjen s. parman no. 1 jakarta 11440, indonesia suwintojohan@gmail.com received: 14th april 2021/ revised: 07th june 2021/ accepted: 21st june 2021 how to cite: johan, s. (2022). corporate governance principles in sovereign wealth fund: the case of indonesia sovereign wealth fund. the winners, 23(1), 65-71. https://doi.org/10.21512/tw.v23i1.7293 abstract the research aimed to determine the application of corporate governance principles for the indonesian sovereign wealth fund (iswf) consisting of the supervisory board and the board of directors which had different functions. the research applied a normative juridical research method. the research concludes that the government needs to review the implementation of the principles of institutional corporate governance in the iswf. the principles of corporate governance need to be rearranged, mainly the functions and powers of the supervisory board and the definition of the authority of the board of directors. it is considered that the research has its particular limitation as the discussion is based only on two laws and one corporate governance manual. it is suggested that further research have more development by comparing corporate governance in other countries. keywords: corporate governance, corporate governance principles, indonesia sovereign wealth fund (iswf) i. introduction every country aims to achieve economic progress since it will increase the national income and improve the welfare of its people. based on the law of the republic of indonesia no. 11 of 2020 on job creation (uu cipta kerja), the indonesian government established the iswf. which aims to increase and optimize asset value in the long-term to support sustainable development (pratama, 2020). iswf will finance indonesia’s development through innovation and breakthroughs, such as investment partners, so investors will have confidence in the business environment in indonesia (“tarik investor, pemerintah bentuk”, 2021). iswf has the duty and authority to allocate funds in financial instruments, perform asset management activities, collaborate with other parties, trust fund entities, determine potential investment partners, provide and receive loans, and administer assets (prakoso, 2020). many countries in the world already have a sovereign wealth fund (swf), such as norway, the united arab emirates, india, singapore, and china. swf countries in the world manage usd 7,1 trillion in funds (“berkaca pada raksasa”, 2021). the creation of swf has generated several debates, particularly regarding the initial capital investment in nigeria (mmaduabuchi, 2020). indonesian citizens have already known about gic and temasek from singapore and khazanah from malaysia, which have invested in indonesia. temasek once owned shares in several banks and telecommunication companies. khazanah has shares in several banks and telecommunication companies in indonesia. malaysia has an investment institution called 1 malaysia development berhad (1mdb). it a government fund management company launched in 2009 which aimed to build the malaysian economy. 1mdb transferred as much as usd 4,5 billion to accounts of companies unrelated to 1mdb investments. the funds were corrupted. the former prime minister (pm) of malaysia, najib razak, was charged with receiving usd 1 billion. najib razak was found guilty in the trial of the 1mdb corruption case (iswara, 2020). the government injected an authorized capital of idr 15 trillion in iswf. president joko widodo appointed the iswf supervisory board (farisa, 2021). 66 the winners, vol. 23 no. 1 march 2022, 65-71 he also announced the iswf board of directors on february 16, 2021 (nugraheny, 2021). the board of trustees has the function and authority to oversee the iswf board of directors. research on the corporate governance of institutions established by the government is still rare. the iswf is an institution that was only formed in 2021. it is a new institution for indonesia where corporate governance is very important. iswf manages a large amount of funds with an initial capital of idr 15 trillion. in addition, iswf requires trust from partner investors in indonesia. corporate governance has an influence on the performance of islamic banking in indonesia. the board of directors has a direct impact on the financial performance (eksandy, 2018). corporate governance has an effect on company value (sarafina & saifi, 2017). the number of independent commissioners in a company is one of the variables in determining corporate governance. the corporate governance variables have a positive influence on financial stress (fathonah, 2017). corporate governance has an impact on the company’s financial performance (paniagua, rivelles, & sapena, 2018). furthermore, corporate governance has an effect on the capital structure including the amount of debt used by the company (kieschnick & moussawi, 2018). the institutional ownership, directors, and audit committee have no influence on agency costs (ayunitha et al., 2020). institutional ownership has a negative impact on the level of corporate governance (al-sartawi et al., 2019). moreover, the independent commissioner and the audit committee have no effect (eksandy, 2018). for stakeholders, corporate governance has a very strong influence in providing positive signals to the market and reducing information asymmetry. corporate governance also ensures objective signals from different shareholders (bae, masud, & kim, 2018). the financial safety net and too-big-to-fail guarantees in thinking about corporate governance reforms at the bank (anginer, et al., 2018). mutlu et al. (2018) find a relationship between corporate performance and good corporate governance in china as corporate sustainability continues to improve and enhance the principles of good corporate governance (choi et al., 2020). the minister of finance, sri mulyani, as the chairperson of the supervisory board of the iswf, wants to ensure that the supervisory function can be performed effectively. president joko widodo reminded iswf not to repeat the 1mdb incident. indonesia must prove that it has good corporate governance. the research aims to investigate three research problems: 1) the application of corporate governance principles in the iswf compared to the limited liability company law; 2) function and authority of the iswf board compared to the limited liability company law; 3) the difference in the implementation of corporate governance in the function of entities in the iswf and limited liability companies. ii. methods the research applies a normative juridical method. it studied the laws and regulations in effect in indonesia. the research uses primary and secondary data. the primary data is information regarding the formation of the iswf. meanwhile, the secondary data is the applicable laws and regulations, namely the law of the republic of indonesia no. 11 of 2020 on job creation, the law of the republic of indonesia no. 40 of 2007 on limited liability companies and indonesia corporate governance manual (2nd edition) (ifc, 2018). the research begins by obtaining materials related to legal matters with the identification and inventory of materials related to the research topic. the material inventory consists of primary legal materials, secondary legal materials, and tertiary legal materials. the primary legal materials consist of the laws and regulations in indonesia. the secondary legal materials are items that explained the primary legal materials, such as books, reports, and others. the tertiary legal materials are legal items that served as secondary guidance, such as information on the internet as additional information and data related to the research topics. the tertiary legal materials include news regarding government policies in establishing the iswf (johan & ariawan, 2020; lie et al., 2019). iii. results and discussions based on article 165 of the law of the republic of indonesia no. 11 of 2020 on job creation, the iswf consists of two boards, namely the supervisory board and the board of directors. the supervisory board consists of five people, two of which are ministers, namely the minister of financial affairs as the chairperson and a member and the minister who governs the affairs related to state-owned enterprises as a member. besides the two ministers, there are also three professionals on the board. the members of the supervisory board are appointed and terminated by the president. the president forms a selection committee to elect members of the supervisory board. the president is obliged to conduct consultations with the house of representatives. fellow members of the supervisory board may not have family ties within the second generation with fellow members of the supervisory board and the board of directors. members of the supervisory board are appointed with a term of five years, which can only be reappointed for one term of office. fellow members of the board of directors are also not allowed to have family ties within the second generation with fellow members of the supervisory board and the board of 67corporate governance principles.... (suwinto johan) directors. the board of directors is appointed for a term of 5 years and may only be reappointed once. based on the law of the republic of indonesia no. 40 of 2007 on limited liability companies (pt law), a limited liability company has three entities, namely the general meeting of shareholders, the board of commissioners, and the board of directors. the board of directors is obliged to submit an annual report to the general meeting of shareholders (gms), which is reviewed by the board of commissioners. annual reports include financial reports, activity reports, reports on the implementation of social and environmental responsibility, reports on supervisory duties by the board of commissioners, and salaries and allowances for members of the board of directors and the board of commissioners. the annual report is approved by the gms. all corporate governance matters of a limited liability company, especially the financial institutions in accordance with the laws and regulations in indonesia has been included in the indonesia corporate governance manual (2nd edition) (ifc, 2018). the regulations regarding good corporate governance, especially financial institutions, have been fully explained. the research discusses the iswf and limited liability companies in general, not only financial institutions. iswf is a special investment institution for the indonesian government and is not under the supervision of the financial services authority. in the event that the board of directors consists of two or more members of the board of directors, the division of duties and authority for management shall be determined based on the resolution of the gms. in the event that the gms is not stipulated, the duties and authorities shall be determined based on the decision of the board of directors. members of the board of directors are appointed by the gms and can be reappointed. the salaries and allowances of the members of the board of directors are determined based on the resolution of the gms. authority can be delegated to the board of commissioners. members of the board of directors are required to report the shares owned by the respective members of the board of directors and/or their family members in the company. the board of directors is obliged to request the approval of the gms to transfer the assets of the company, in making a guarantee for the debt of the company’s assets. the board of directors is not authorized to apply for bankruptcy on its own. the members of the board of directors can be dismissed based on the resolution of the gms. the board of commissioners can temporarily suspend the board of directors. the board of commissioners consists of more than one member as a panel. each member of the board of commissioners cannot act individually as it should be based on a decision by the board of commissioners. members of the board of commissioners are appointed by the gms. the board of commissioners can be reappointed after a certain period of an appointment has ended. the salary or honorarium and allowances for the board of commissioners is determined by the gms. the supervisory board has the authority to: 1) approve the work plan and budget proposed by the board of directors, 2) conduct performance evaluations, 3) receive and evaluate the accountability report of the board of directors, 4) submit the accountability report of the supervisory board and the board of directors to the president, 5) determine and appoint the advisory board, 6) appoint and dismiss the board of directors, 7) determine the remuneration of the board of trustees and the board of directors, 8) propose an increase and/or reduction in iswf capital to the president, 9) approve the iswf financial report, 10) suspend members of the board of directors and appoint a temporary replacement for the board of directors, and 11) approve the appointment of the institute’s auditors. the board of directors has the authority to: 1) formulate and determine institutional policies, 2) implement policies and operational management of the institute, 3) compile and propose remuneration for the supervisory board and board of directors to the supervisory board, 4) compile and propose along with the main performance indicators to the supervisory board, 5) compile the iswf organizational structure and personnel management, and 6) represent iswf inside and outside the court. the appointment of each member of the board of directors is determined by the board of directors. based on article 92 of the limited liability company law, the board of directors carries out the management of the company for the benefit of the company in accordance with the aims and objectives. the board of commissioners supervises management policies and the course of management in general and provides advice to the board of directors. the iswf entities consist of a board of trustees and a board of directors. this is different from the entities of a limited liability company as regulated in the law of the republic of indonesia no. 40 of 2007. by considering the iswf structure, it can be concluded that the iswf structure tends to be a single-board system. however, the supervisory and implementation functions are separated. this is different from the structure of a limited liability company in general, of which the separation between supervision and implementation is very clear. the single-board system is mostly run on the common law system. a single-board system also allows faster decision execution compared to a dual-board system. the dual-board system will require approval from shareholders in making important decisions. a description of the structure in iswf is provided in figure 1. the president appoints the supervisory board and the supervisory board appoints the board of directors. the board of directors reflects in a singleboard system. in contrast, the term board of directors is not known in the limited liability company. based on the limited liability company 68 the winners, vol. 23 no. 1 march 2022, 65-71 law on the board of commissioners, the board of commissioners is referred to as the assembly. all the decisions of the board of commissioners are made jointly. each commissioner member should act based on the decision of the board of commissioners. conversely, the board of directors and the board of trustees of the iswf are not described as a form of an assembly. thus, the regulation regarding the responsibilities of the board of directors and the board of commissioners needs to be further regulated. directors in the limited liability company law recognize joint responsibility if the directors are proven to have contributed to an incident. the coordination path for the entities of a limited liability company is described in figure 2. the concept of a board of commissioners as an assembly is the similar to the structure of the house of representatives (dewan perwakilan rakyat/ dpr). the function of the board of commissioners in a limited liability company also resembles that of the dpr in the indonesian government system. indonesia adopt the dual-board management system. therefore, the supervisory function belongs to a board. in addition, the indonesian sovereign wealth fund (iswf) and a limited liability company have similarities in terms of appointing supervisory bodies. iswf has a supervisory board and a limited liability company has a board of commissioners. the two entities are appointed by the shareholders. iswf has the indonesian government as shareholders, and a limited liability company has shareholders who appoint them through the gms. the supervisory and the executive boards have the same requirements. a person who is appointed as a member of the supervisory and executive boards must never be convicted of a crime. in addition, the person should not have been a manager of a bankrupt company or one that experienced bankruptcy. the supervisory board of the iswf has the power to suspend the board of directors. the board of commissioners at a limited liability company has the authority to temporarily suspend the board of directors. the two councils have the same authority over the executive board. an explanation of the figure 1 organizational structure of the indonesian sovereign wealth fund (source: research results) figure 2 organizational structure of a limited liability company (source: research result) 69corporate governance principles.... (suwinto johan) similarities between iswf and a limited liability company is described in table 1. apart from having similarities, iswf and a limited liability company (pt) have differences. iswf has two entities, while a limited liability company has three entities. iswf has a separate supervisory function between the supervisory board and the board of directors. iswf does not have shareholders and the highest entity in a limited liability company is the gms. supervision of the iswf is fully carried out by the supervisory board, which reports to the president’s office holders. the appointment of the board of directors at the iswf is made by the supervisory board. the supervisory board is appointed by the president. meanwhile, the board of directors at a limited liability company is appointed by the gms. the board of directors is responsible to the gms and the supervisory board. this is what differentiates these two entities in the implementation of corporate governance. the board of directors in a limited liability company is an individual responsibility, not in the form of a board. the board of directors in iswf is a form of assembly. based on the definition in the limited liability company law, a board is a panel and all decisions are made by the board, not individuals. whereas in the job creation law, the definition of the assembly is not explained. it also differentiates institutional governance. the number of members of the supervisory board and board of directors at the iswf is determined by an odd number. the number of commissioners and directors is not determined and does not specify an odd or even number. an odd number will make it easier to make decisions since the potential risk of having a balanced opinion can be avoided. the authority of each member of the board of directors is determined by the board. meanwhile, the gms at a limited liability company determines the authority of the board of directors. the gms can delegate to the directors in deciding it. in general, the main director determines the division of powers of other directors. iswf has corporate governance which requires that there are no family ties within the second generation between fellow board members, the board of directors, and the supervisory board. however, the iswf authorizes the supervisory board to determine remuneration. a limited liability company has a different remuneration system, where the gms determines the remuneration of the board of directors and the supervisory board. the determination of remuneration by the supervisory board allows conflicts of interest to arise. a conflict of interest will result in an agency cost (ayunitha et al., 2020). iswf has good corporate governance in limiting the tenure of the members of the supervisory board and the board of directors. each member may only serve for two terms. conversely, the board members of a limited liability company are not limited to the number of terms of office. however, there are some state-owned enterprises (soes) that limit the tenure of the directors, one of which is bank mandiri. iswf has a unique status since it can only be dissolved by law. laws can only be issued by the house of representative and the president. this is different from a limited liability company, which can only be dissolved by the gms or a court decision. the board of directors at the iswf has an obligation to report to the supervisory board. meanwhile, the directors of a limited liability company are obliged to submit annual reports to the gms, which must be reviewed by the board of commissioners. in the limited liability company law, directors are required to report share ownership in the company. conversely, the supervisory board and board of directors at iswf do not regulate the obligation to report share ownership. as good corporate governance, the board of directors and the supervisory board should report share ownership in subsidiaries or investments by iswf. this is in order to have good institutional governance. the supervisory board has the power to terminate the board of directors at iswf. the board of commissioners does not have the authority to stop a director at a limited liability company. the board of commissioners may only be terminated temporarily. permanent termination is executed by the gms. this shows the existence of good corporate governance with the decision to appoint and terminate by the table 1 similarities between iswf and a limited liability company no. details indonesian sovereign wealth fund and a limited liability company 1. supervisory and operational boards supervisory board/ board of commissioners 2. appointment of the supervisory board/ board of commissioners majority shareowner through the gms or the president 3. requirements for the board of directors/ the board of directors and the board of commissioners/ the board of trustees never been convicted or involved in bankruptcy 4. temporarily suspend the board of directors/ executives board of commissioners/ board of trustees source: research results 70 the winners, vol. 23 no. 1 march 2022, 65-71 highest entity at a limited liability company. table 2 provides more comparisons of the job creation law in iswf and the limited liability company law. the transfer of wealth to iswf is not regulated in the job creation law. directors at a limited liability company have the obligation to seek approval from the gms in the transfer of assets if it is more than 50% of the company’s total assets. every business in development needs funding. to obtain the funding, the business will transfer wealth as a guarantee of funding. iswf does not regulate this, so it will remain in a gray area. iv. conclusions the government established the iswf in 2021. it is an initiative to accelerate development, which has two boards, namely a supervisory board and a board of directors. corporate governance in iswf is different from a limited liability company. the iswf boards have broader powers than the authority of the board of commissioners and directors of a limited liability company. the indonesian government needs to reorganize corporate governance in iswf to attract investors to invest in indonesia. the research provides an overview of the corporate governance structure at iswf. the research provides input on the development of corporate governance in indonesia. the research has limitations as the discussion is only based on two laws and one corporate governance manual. further research can be developed by comparing corporate governance in other countries. references al-sartawi, a. m. a. m. & sanad, z. 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(2018). corporate governance of banks and financial stability. journal of financial economics, 130(2), 327-346. https://doi.org/10.1016/j. table 2 comparisons of the job creation law in iswf and the limited liability company law no. details indonesian sovereign wealth fund limited liability company law 1. entity the board of directors and the supervisory board gms, directors, and the supervisory board 2. appointment of the board of directors the supervisory board gms 3. executive/ directors board member directors 4. remuneration for the board of commissioners/the board of trustees/ the board of directors/ the director the supervisory board gms 5. the supervisory board/ board of commissioners 5 people 1 person or more 6. the board of directors/ director 5 people 1 person or more 7. the authority of each director director gms or can be delegated to the board of directors 8. relations between supervisors and directors must be unrelated not regulated 9. tenure 2 periods unlimited 10. iswf/ dissolution of a limited liability company law gms and court decisions 11. accountability the supervisory board and the board of directors the board of directors is reviewed by the board of commissioners 12. accountability report by the board of directors/ supervisory board the supervisory board to the president the directors to the gms 13. approval of the work plan the supervisory board gms or delegated to the board of commissioners 14. terminating the board of directors the supervisory board gms 15. shared ownership not regulated reporting 16. transfer of the company’s assets not regulated required to seek approval from the gms source: research results 71corporate governance principles.... 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(2021, january 25). badan kebijakan fiskal. https://fiskal.kemenkeu.go.id/ baca/2021/01/26/165822061007523-tarik-investorpemerintah-bentuk-lembaga-pengelola-investasi microsoft word 04_ enggal_setting.doc 130 journal the winners, vol. 11 no. 2, september 2010: 130-140 dampak penularan krisis global terhadap aliran investasi asing di indonesia enggal sriwardiningsih jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 enggalnabeel@yahoo.com) abstract global crisis and greece crisis have potential contagion effect to emerging market by two main ways, which are export emerging market countries decrease to developed countries and financial crisis developed countries made foreign direct investment bring back their financial from emerging countries because of lack of capital. but indonesia economy has good conduct to support investment by his regulation, so it make high expectation opportunities to foreign direct investment come to indonesia. the problem is how is short–term capital change becoming long-term foreign direct investment that makes indonesia economy can sustainable growth economy. government control the rate of banks, inflation and fiscal stimulus in indonesia dynamic condition perhaps indonesia economy potential propose his target growth according his expectation for 5 years later (2010-2014). keywords: transmission, global crisis, financial flow, foreign investment abstrak krisis global dan krisis yunani berpengaruh contagion berpotensi muncul pasar dengan dua cara utama yaitu ekspor negara-negara emerging market turun menjadi negara maju dan negara-negara krisis keuangan maju melakukan investasi langsung asing membawa kembali keuangan mereka dari negara-negara berkembang karena kekurangan modal. namun perekonomian indonesia telah melakukan yang baik untuk mendukung investasi dengan peraturan-nya, sehingga membuat peluang harapan tinggi untuk investasi langsung asing datang ke indonesia. masalahnya adalah bagaimana jangka pendek modal berubah menjadi investasi jangka panjang langsung asing yang membuat perekonomian indonesia pertumbuhan ekonomi dapat berkelanjutan. pemerintah mengontrol tingkat bank, inflasi dan stimulus fiskal dalam kondisi indonesia yang dinamis mungkin potensi ekonomi indonesia mengusulkan target pertumbuhan nya sesuai harapannya selama 5 tahun kemudian (2010-2014). kata kunci: penularan, krisis global, aliran dana, investasi asing dampak penularan krisis .....(enggal sriwardiningsih) 131 pendahuluan krisis ekonomi global yang episentrumnya berada di amerika serikat (as) sudah mulai mereda, di mana krisis subprime mortgage di as menurunkan pertumbuhan ekonomi dari 6,1% (2008) menjadi 4,5% (2009). kemungkinan krisis berikutnya akibat krisis yang terjadi di yunani, akan ditularkan yunani ke negara-negara lain yang sesungguhnya belum pulih sepenuhnya dari krisis sebelumnya. negara-negara eropa tidak boleh membiarkan yunani bangkrut, meski besaran (magnitude) krisis yunani tidak besar, namun efek penularan melalui transmisi sektor finansial (penerbitan obligasi pemerintah) serta tekanan psikologis berakibat pada tekanan fiskal di banyak negara tetangga yunani. konfigurasi perekonomian global inilah yang akan banyak mewarnai perjalanan ekonomi indonesia sepanjang tahun 2010 dan seterusnya. krisis likuiditas di negara-negara maju ini menyebabkan sumber pendanaan untuk menggerakkan perekonomian berkurang, dan pada gilirannya akan menyebabkan turunnya pertumbuhan ekonomi. sebagai lanjutan dari krisis global tersebut, pertumbuhan ekonomi advanced economies akan turun dari 2.7% di tahun 2007 menjadi 1.0 %di tahun 2008, dan menjadi -1.8% di tahun 2009 menurut imf (world economic outlook database). meski perekonomian yunani tidak besar, namun tetap saja berpotensi menyebabkan efek menular (contagion effect) ke negara-negara berkembang (dan juga emerging market) melalui 2 saluran utama. pertama, lambatnya pertumbuhan ekonomi negara-negara maju akan menyebabkan ekspor negara-negara berkembang menjadi berkurang. kedua, krisis likuiditas negara-negara maju menyebabkan investor di negara-negara maju menarik aliran dananya yang ditanamkan di negaranegara berkembang, atau terjadi capital outflow di negara-negara berkembang karena negara-negara maju kesulitan likuiditas. penularan krisis dari negara-negara maju tentunya menyebabkan pertumbuhan ekonomi negara berkembang dan emerging economies ikut turun. imf (world economic outlook database) memperkirakan pertumbuhan ekonomi emerging and developing economies akan turun dari 8.3% di tahun 2007 menjadi 6.3% di tahun 2008, dan 3.3% di tahun 2009. akibat krisis global ini, tidak ada satupun negara di dunia ini yang tidak terkena dampaknya, begitupun indonesia. indonesia diestimasikan akan mengalami penurunan pertumbuhan ekonominya mulai tahun 2007 (6,3%), tahun 2008 menjadi 6.2%, tahun 2009 menurun terus mencapai 4,5% (sumber bps). akibat dari krisis global ini, andalan ke depan untuk mengejar pertumbuhan ekonomi di tahun 2010 adalah dari sisi permintaan dalam negeri. prasentiono (2010) berpendapat bahwa pertumbuhan ekonomi indonesia mampu menembus 6%. salah satu penggerak utama pertumbuhan ekonomi dari sisi permintaan dalam negeri adalah mendorong investasi. investasi yang diestimasikan akan tumbuh 12.4% di tahun 2008 ternyata gagal untuk dicapai, tahun 2009 pun hanya mampu tumbuh sebesar 3,3 %, dan diproyeksikan di tahun 2010 ini akan mencapai 8,8% 9,3, dengan adanya kondisi perbaikan sektor riil (sumber bps dan perkiraan bi). untuk mendorong investasi ini, pemerintah berupaya melakukan kebijakan moneter dan fiskal. pemerintah telah mulai menurunkan suku bunga. suku bunga sudah diturunkan sejak november 2008 dari 9.5% hingga mencapai 8.75% di bulan januari 2009 (sumber bi). pemerintah telah membuat paket stimulus fiskal dalam upaya mendorong investasi, antara lain memberikan stimulus fiskal dalam upaya meningkatkan daya beli masyarakat dan memberikan potongan pajak. selain itu, berbagai perbaikan di sektor riil yang secara konsisten dijalankan oleh pemerintah juga memberikan kontribusi signifikan dalam perbaikan iklim investasi. keberhasilan dalam menciptakan iklim investasi yang lebih kondusif juga akan memberi dampak positif lain, yaitu membaiknya aliran masuk modal asing global masuk ke indonesia yang pada gilirannya diprakirakan turut membawa inovasi maupun teknologi baru. 132 journal the winners, vol. 11 no. 2, september 2010: 130-140 dengan faktor-faktor ini dan didukung oleh ketersediaan pembiayaan yang sumber utamanya dari tabungan domestik, maka kegiatan investasi diperkirakan menjadi mesin utama pertumbuhan ekonomi ke depan. performa kegiatan investasi mulai tumbuh pesat pada tahun 2010 dan selanjutnya akan mengalami akselerasi dan mencapai kisaran 11,9% – 12,9% pada tahun 2014 (http://www.bi.go.id). berdasarkan fakta tersebut, penelitian ini akan mendiskusikan beberapa hal terkait investasi di indonesia, yaitu (1) proses penularan krisis global ke indonesia dan dampaknya terhadap investasi; (2) langkah-langkah pemerintah dalam upaya mendorong investasi; (3) kebijakan pemerintah; dan (4) prospek investasi untuk lima tahun ke depan ( 2010-2014). metode penelitian untuk keperluan analisis penularan krisis global bagi aliran dana asing untuk berinvestasi di indonesia ini, maka jenis data yang digunakan adalah data sekunder yang bersifat runtun waktu. berbagai data yang akan digunakan dikumpulkan dari berbagai instansi terkait, seperti bank indonesia, bps, imf (world economic outlook), depatemen keuangan dan bappenas. secara umum, metode analisis yang digunakan dalam kajian ini adalah kajian analisis deskriptif terhadap perekonomian indonesia pada masa krisis keuangan global yang dampaknya terhadap aliran dana asing di indonesia. hasil dan pembahasan penularan krisis penularan krisis, yaitu melalui saluran perdagangan internasional dan aliran modal. turunnya pertumbuhan ekonomi negara-negara maju akan menyebabkan pasar ekspor negara-negara berkembang berkurang. tabel 1 memperlihatkan pertumbuhan ekonomi negara-negara maju (advanced countries), yang merupakan pasar ekspor negara-negara berkembang: pertumbuhan tahun 2007 yaitu 2.7%, tahun 2008 hanya tumbuh 1.0% lebih rendah dibanding tahun sebelumnya, dan mengalami pertumbuhan negatif di tahun 2009 sebesar -1.6% dan diestimasikan mulai mengalami pertumbuhan yang membaik di tahun 2010, yaitu tumbuh sebesar 1,6 % (sumber: imf, world economic outlook 2009). pasar ekspor dunia sudah mulai terdiversifikasi ke jepang. namun, jepang juga mengalami perlambatan pertumbuhan ekonomi sehingga pasar ekspor negara-negara berkembang juga akan turun. tabel 1 memperlihatkan pertumbuhan ekonomi jepang tahun 2007 (13.0%), tahun 2008 lebih rendah, yaitu 9.0% semakin menurun di tahun 2009, yaitu hanya sebesar 6,7%, dan diproyeksikan tahun 2010 ini akan tumbuh lebih baik, yaitu sebesar 8% (sumber: imf, world economic outlook 2009). berdasarkan tabel 1, perlambatan ekonomi dunia ini menyebabkan ekspor emerging and developing economies diekspektasikan tumbuh lebih rendah, yaitu 5.6% di tahun 2008, dan diproyeksikan akan tumbuh negatif di tahun 2009, yaitu -0.8% dan akan mengalami peningkatan sebesar 5,4% di tahun 2010 (sumber: imf, world economic outlook 2009). dampak penularan krisis .....(enggal sriwardiningsih) 133 tabel 1 pertumbuhan ekonomi dan perdagangan dunia 2007 2008 (est.) 2009 (proj.) 2010 (proj.) pertumbuhan ekonomi world output advanced economies united status euro area emerging and developing economies 5.2 2.7 2.0 2.6 8.3 3.4 1.0 1.1 1.0 6.3 0.6 -1.8 -1.6 -2.0 3.3 3.0 1.2 1.6 0.2 5.0 pertumbuhan ekonomi japan china india emerging asia (excl. china & india) 2.4 13.0 9.3 6.0 -0.3 9.0 7.3 3.7 -2.6 6.7 5.1 -0.7 0.8 8.0 6.5 3.6 volume perdagangan imports advanced economies emerging and developing economies exports advanced economies emerging and developing economies 7.2 4.5 14.5 5.9 9.6 4.1 1.5 10.4 3.1 5.6 -2.8 -3.1 -2.2 -3.7 -0.8 3.2 1.9 5.8 2.1 5.4 sumber: imf, world economic outlook (2009) demikian juga dengan indonesia, yang memperlihatkan kecenderungan menurun pada beberapa bulan terakhir 2008. gambar 1 (sumber: badan pusat statistik 2009) memperlihatkan ekspor nonmigas indonesia memperlihatkan kecenderungan menurun pada bulan oktober dan november, dan diperkirakan akan terus menurun pada bulan-bulan berikutnya. grafik ini memperlihatkan bahwa dampak krisis global telah mempengaruhi perkembangan ekspor nonmigas indonesia, dengan ditunjukkannya turunnya nilai ekspor nonmigas indonesia pada beberapa bulan terakhir 2008. eks por non migas 2009 2.000,0 4.000,0 6.000,0 8.000,0 10.000,0 12.000,0 1 2 3 4 5 6 7 8 9 10 11 bulan ju ta u s d gambar 1 perkembangan ekspor non migas 2008 sumber: badan pusat statistik (2009) krisis subprime mortgage sejak pertengahan juli 2007 telah menyebabkan krisis likuiditas di amerika serikat dan negara-negara maju lainnya. krisis likuiditas ini menyebabkan penurunan capital inflow ke negara-negara berkembang dan emerging countries. tabel 2 (sumber: imf, world economic outlook 2008) memperlihatkan berkurangnya aliran modal ke negara-negara berkembang, yaitu dari us$ 2,017.0 billion di tahun 2007 turun (angka estimasi) menjadi us$ 1,344.3 billion di tahun 2008, dan diproyeksikan turun lagi menjadi us$ 1,293.6 di tahun 2009. 134 journal the winners, vol. 11 no. 2, september 2010: 130-140 tabel 2 aliran modal netto negara berkembang dan emerging market (billion us dollar) sumber: imf, world economic outlook (2008) dampak krisis likuiditas global ini juga terjadi di indonesia. tabel 3 (sumber bi, perkiraan neraca pembayaran 2010-2014) memperlihatkan terjadi capital outflow (estimasi) tahun 2008 sebesar us$2.5 miliar, dan diproyeksikan pada tahun 2009 sebesar –us$2.1 miliar. dilihat dari aliran modal jangka panjang (foreign direct investment, fdi) masuk berkurang pada tahun 2008, yaitu us$6.7 miliar, dibandingkan tahun 2007 (us$6.9 miliar), dan diproyeksikan turun lagi menjadi menjadi us$5.9 miliar di tahun 2009. dilihat dari aliran modal jangka pendek (portfolio investment) masuk berkurang pada tahun 2008, yaitu us$3.0 miliar, dibanding tahun 2007 (us$10.0 miliar), dan diproyeksikan sedikit naik lagi menjadi us$4.5 miliar. tambahan pula, untuk aliran jangka pendek lainnya, pada tahun 2007 telah terjadi pembalikan aliran masuk sebesar –us$0.3 miliar. tabel 3 perkiraan neraca pembayaran, 2010-2014 r e a lis a s i e s tim a s i 2 0 0 7 2 0 0 8 2 0 0 9 2 0 1 0 2 0 1 1 2 0 1 2 2 0 1 3 2 0 1 4 n e ra c a t ra n s a k s i b e rja la n 1 0 ,3 0 ,2 4 ,5 4 ,2 2 ,1 0 ,1 -1 ,7 -2 ,7 e k s p o r 1 1 8 ,0 1 4 0 ,3 1 2 3 ,7 1 3 0 ,2 1 3 8 ,3 1 5 1 ,0 1 6 5 ,8 1 8 5 ,6 m ig a s 2 4 ,9 3 1 ,7 1 9 ,5 2 1 ,8 2 3 ,4 2 7 ,0 2 9 ,3 3 2 ,8 1 3 6 ,5 1 5 2 ,8 -2 0 4 ,4 -2 3 9 ,7 m ig a s -1 9 ,2 -2 4 ,3 -1 5 ,9 -1 6 ,4 -1 7 ,7 -1 8 ,7 -1 9 ,3 -2 0 ,5 n o n m ig a s -6 6 ,1 -9 3 ,7 -8 5 ,8 -9 0 ,1 -9 6 ,4 -1 0 8 ,6 -1 2 3 ,1 -1 4 1 ,6 -2 5 ,0 -2 6 ,2 1 3 ,0 1 5 ,9 n e ra c a m o d a l 0 ,5 0 ,4 0 ,1 0 ,1 0 ,1 0 ,1 0 ,1 0 ,1 1 2 ,9 1 5 ,9 in v e s ta s i l a n g s u n g 2 ,3 1 ,2 1 ,1 2 ,0 3 ,2 5 ,3 6 ,6 7 ,5 a ru s m a s u k -4 ,7 -5 ,5 -4 ,9 -4 ,8 -4 ,5 -3 ,9 -3 ,3 -3 ,0 9 ,9 1 0 ,5 p o rtfo lio 5 ,5 1 ,6 -0 ,5 0 ,6 2 ,0 3 ,5 5 ,0 6 ,2 a s e t s w a s ta -4 ,5 -1 ,1 -5 ,0 -4 ,8 -4 ,5 -4 ,0 -3 ,5 -3 ,3 l ia b ilitie s 1 0 ,0 3 ,0 4 ,5 5 ,4 6 ,5 7 ,5 8 ,5 9 ,5 p e m e rin ta h d a n b i 5 ,3 3 ,3 2 ,7 3 ,1 3 ,5 4 ,0 4 ,5 5 ,0 s w a s ta 4 ,7 -0 ,3 1 ,8 2 ,3 3 ,0 3 ,5 4 ,0 4 ,5 l a in n y a -4 ,9 -5 ,9 -2 ,7 -1 ,5 -0 ,5 0 ,6 1 ,3 2 ,3 a s e t s w a s ta -4 ,6 -8 ,2 -5 ,6 -5 ,1 -4 ,6 -3 ,9 -3 ,6 -3 ,0 l ia b ilitie s -0 ,3 2 ,3 2 ,9 3 ,5 4 ,0 4 ,4 4 ,9 5 ,3 p e m e rin ta h d a n b i -2 ,4 -1 ,2 -0 ,6 -0 ,3 -0 ,3 -0 ,3 -0 ,3 -0 ,2 s w a s ta 2 ,1 3 ,5 3 ,5 3 ,8 4 ,3 4 ,7 5 ,2 5 ,5, t o t a l 1 3 ,8 -2 ,3 2 ,8 5 ,3 6 ,8 9 ,5 1 1 ,3 1 3 ,2 s e lis ih p e rh itu n g a n -1 ,1 0 ,1 0 0 0 0 0 0 n e ra c a k e s e lu ru h a n 1 2 ,7 -2 ,2 2 ,8 5 ,3 6 ,8 9 ,5 1 1 ,3 1 3 ,2 1 ,1 4 ,6 9 ,4 a ru s k e lu a r 6 ,9 6 ,7 5 ,9 6 ,7 7 ,7 9 ,1 n e ra c a f in a n s ia l 2 ,9 -2 ,9 -2 ,2 -1 9 ,5 -2 2 ,0 -2 3 ,7 n e ra c a m o d a l d a n f in a n s ia l 3 ,5 -2 ,5 -2 ,1 1 ,2 4 ,7 9 ,5 j a s a -ja s a -2 2 ,4 -2 2 ,3 -1 7 ,2 1 0 8 ,4 1 1 4 ,9 1 2 4 ,1 im p o r -8 5 ,3 -1 1 7 ,9 -1 0 1 ,7 -1 6 0 ,5 -1 1 4 ,2 -1 7 4 ,9 n o n m ig a s 9 3 ,1 1 0 8 ,7 1 0 4 ,2 p e r k ir a a n n e r a c a p e m b a y a r a n 2 0 0 1 0 -2 0 1 4 (u s d m ilia r) p ro y e k s i sumber: bi (2009) dampak penularan krisis .....(enggal sriwardiningsih) 135 dampak terhadap investasi salah satu komponen penggerak investasi adalah pma. krisis global menyebabkan likuiditas dana negara-negara berkembang semakin menyusut. menyusutnya dana tersebut, menyebabkan negara-negara maju berupaya menarik investasinya di negara-negara berkembang, termasuk indonesia. tabel 3 memperlihatkan fdi yang masuk ke indonesia berkurang di tahun 2008, yaitu us$6.7 miliar, nilai ini lebih rendah dibanding tahun 2007 (us$6.9 miliar). pma masuk kembali diproyeksikan lagi akan menyusut di tahun 2009 menjadi us$ 5.9 miliar. dengan demikian, dapat disimpulkan bahwa terjadinya krisis global menyebabkan investasi di indonesia akan menyusut di tahun 2008 dan 2009 dikarenakan berkurangnya pma yang masuk ke indonesia. salah satu sumber dana perusahaan adalah dana yang berasal dari pasar modal, yaitu saham dan obligasi. adanya krisis global menyebabkan aliran dana jangka pendek (short term capital inflow) menjadi berkurang ke negara-negara maju, termasuk indonesia. tabel 3 memperlihatkan aliran modal jangka pendek (termasuk saham dan obligasi) yang masuk ke indonesia berkurang di tahun 2008, yaitu us$3.0 miliar, dibanding tahun 2007 (us$10.0 miliar). namun demikian, dampak global melalui saluran aliran modal jangka pendek ini tidak terlalu besar dampaknya bagi investasi secara keseluruhan. hal ini disebabkan karena sumber dana keuangan yang berasal dari non-bank (saham dan obligasi) hanya memberikan kontribusi yang kecil terhadap pendanaan investasi. gambar 1, yang berasal dari data neraca arus dana, memperlihatkan selama kurun waktu 2001-2006 peranan lembaga perbankan berkisar antara 2.04% di tahun 2003 dan 0.35% di tahun 2006. sementara itu, kontribusi lembaga keuangan non-bank %tasenya lebih kecil, yaitu rata rata kurang dari 1%. 1.36 0.22 0.69 0.18 2.04 0.27 0.6 0.06 1 0.14 0.35 0.19 0 0.5 1 1.5 2 2.5 p er se nt as e 2001 2002 2003 2004 2005 2006 tahun bank bukan bank gambar 1 sumber dana bank dan lembaga keuangan non-bank sumber: neraca arus dana, bps(2006) dampak aliran modal adalah dampak langsung dari krisis modal terhadap investasi. terdapat juga dampak tidak langsungnya. adanya penurunan pertumbuhan ekonomi global menyebabkan 2 hal, yaitu pasar ekspor negara-negara berkembang turun dan turunnya berbagai barang ekspor di pasar dunia (lihat gambar 2). turunnya pangsa pasar ekspor dan turunnya harga barang ekspor menyebabkan keinginan investor melakukan investasi berkurang karena rendahnya harga ini menyebabkan investor berkurang hasrat untuk melakukan investasi karena keuntungan yang didapatkan akan sangat rendah dikarenakan rendahnya harga barang ekspor. 136 journal the winners, vol. 11 no. 2, september 2010: 130-140 grafik 2 commodity price indices and average petroleum spot prices sumber: imf, weo (2008) adanya ekspektasi rendahnya pertumbuhan ekonomi dalam negeri ini menyebabkan likuiditas kredit perbankan dalam negeri diperkirakan akan berkurang karena kepercayaan perbankan untuk mengucurkan kredit menjadi rendah (credit rationing). tentunya rendahnya persetujuan kredit ini akan berakibat turunnya investasi. terjadinya krisis global ditandai dengan turunnya indeks saham dan depresiasi mata uang domestik terhadap nilai tukar, baik di negara-negara maju maupun negara-negara berkembang, termasuk indonesia. indonesia pada tahun 1997 pernah mengalami masa nilai tukar rupiah terdepresiasi tajam, dimana depresiasi ini telah menyebabkan krisis kepercayaan, krisis ekonomi, dan sosial politik sehingga depresiasi rupiah yang tajam merupakan hal yang harus dihindari. salah satu cara untuk menghindari depresiasi rupiah ini adalah dengan menaikkan suku bunga. namun, kenaikan suku bunga akan berakibat terjadinya penurunan investasi. dengan demikian, indonesia sebagai negara yang pernah mengalami krisis kepercayaan akibat terjadinya depresiasi rupiah yang tajam, selalu menghadapi dilema bila menghadapi depresiasi rupiah. di satu pihak harus menaikkan suku bunga bila ingin menahan depresiasi rupiah yang tajam, di lain pihak harus menurunkan suku bunga bila ingin mendorong investasi, yang terpuruk diakibatkan krisis global. menghadapi kondisi dilema seperti ini, yang seharusnya dilakukan pemerintah adalah menunggu ketenangan gejolak ekonomi dunia, terutama gejolak harga saham dunia seperti indeks dow jones, hang seng, nikkei, dan lainnya. bila gejolak saham sudah mulai tenang, ini artinya bila pemerintah dapat menurunkan suku bunga, maka nilai tukar tidak akan terdepresiasi tajam. untuk menurunkan suku bunga, ada 2 hal yang perlu diperhatikan, yaitu (1) ketenangan ekonomi dunia, dalam hal ini gejolak saham dunia, dan (2) inflasi dalam negeri, artinya ekspektasi inflasi ke depan juga akan rendah. dengan rendahnya inflasi ini, maka diperkirakan masih terdapat margin keuntungan antara suku bunga riil dan suku bunga nominal. berdasarkan gambar 3 dan gambar 4, terlihat ketika global stock market indices telah mulai membaik pada bulan november dan desember 2008, dan inflasi juga telah mulai menurun pada bulan november dan desember 2008, maka bi telah mulai menurunkan suku bunga pada bulan desember 2008. hal ini memperlihatkan bahwa dengan menurunnya suku bunga diharapkan investasi akan meningkat pada tahun 2009, dan tahun-tahun berikutnya. dampak penularan krisis .....(enggal sriwardiningsih) 137 global stock market indices 0 5000 10000 15000 20000 25000 30000 1 2 3 4 5 6 7 8 9 10 11 12 tahun 2008 in d ic es fst e nikkei hangseng sumber: bi (2008) gambar 3 saham dunia inflasi dan suku bunga 0 2 4 6 8 10 12 14 1 2 3 4 5 6 7 8 9 10 11 12 tahun 2008 % ind inflation bi rate gambar 4 inflasi dan suku bunga indonesia sumber: bi (2008) kebijakan pemerintah pada bagian sebelumnya, dijelaskan bahwa salah satu kebijakan pemerintah adalah menurunkan suku bunga agar supaya permintaan dalam negeri, melalui kenaikan investasi, dapat mendorong pertumbuhan ekonomi, yang dilakukan antara lain, pada bulan januari 2009, bank indonesia telah menurunkan suku bunga hingga mencapai 8,75% (sumber bi) pada saat tingkat inflasi sudah mulai turun. pada bagian ini, kita menguraikan kebijakan pemerintah yang penting lainnya untuk mendorong investasi, yaitu kebijakan fiskal, antara lain (1) mempercepat penyerapan proyekproyek pemerintah dan bumn, (2) menerapkan stimulus fiskal dan menyediakan stimulus fiskal tambahan untuk dunia bisnis dan proyek-proyek infrastruktur, (3) mendorong sektor real dan mempromosikan ekspor, misalnya garansi pemerintah untuk fasilitas trade financing, dan (4) menurunkan harga bbm, menerapkan mekanisme penyesuaian harga bbm bila terjadi perubahan harga minyak dunia, dan memberikan insentif dengan menurunkan harga minyak solar untuk dunia usaha dalam rangka mengurangi biaya perusahaan dalam menjalankan operasinya. 138 journal the winners, vol. 11 no. 2, september 2010: 130-140 terkait dengan upaya melakukan stimulus fiskal, pemerintah berupaya mempertahankan kesimbambungan fiskal pada tahun 2009, dengan cara melakukan pemindahan kebijakan dari kebijakan fiskal yang defensif menuju pada kebijakan fiskal yang ofensif seperti terlihat pada tabel 4. untuk mengantisipasi krisis global, tahun 2009 pemerintah juga melakukan stimulus fiskal, yang ditujukan untuk 3 sasaran. pertama, meningkatkan penyerapan tenaga kerja dan mempercepat pertumbuhan usaha kecil dan menengah, yang dilakukam dengan pembangunan infrastruktur, antara lain (1) mengurangi kemiskinan dengan memperkuat dan mempercepat program pnpm, (2) mempercepat kredit program (kur) untuk mendorong pembangunan sektor primer, dan (3) menambah proyek-proyek infrastruktur dalam upaya untuk menciptakan tenaga kerja tambahan. kedua, mendorong daya beli masyarakat yang dilakukan dengan (1) mensubsidi harga obat dan minyak goring, (2) mensubsidi langsung untuk masyarakat pendapatan rendah dengan cara memberikan cash transfer dan conditional cash transfer, dan (3) menyediakan subsidi langsung dan tidak langsung bagi sektor pendidikan dan kesehatan. ketiga, menstmulasi perdagangan dan mempromosikan kewiraswastaan, yang dilakukan dengan (1) memberikan fasilitas import duty untuk impor barang modal terpilih, (2) memberikan garansi untuk export financing, (iii) pengurangan pajak untuk pendapatan perusahaan dan pendapatan individu, dan menaikkan batas minimum untuk pajak tenaga kerja, dan (4) mengurang biaya beban listrik untuk masa peak-hour untuk sektor industri dan pengurangan harga minyak disel. tabel 4 from defensive measures to offensive measures sumber: departemen keuangan (2009) dampak penularan krisis .....(enggal sriwardiningsih) 139 proyeksi investasi 2010-2014 bank dunia (2009) memperkirakan krisis global akan berbentuk u shape, artinya proses recovery dunia membutuhkan waktu yang cukup panjang. setelah 2 tahun mengalami proses recovery, tabel 5 (sumber bappenas 2008) pertumbuhan investasi indonesia diproyeksikan kembali tinggi pada tahun 2012-1014, yaitu 10.1%, 10.5% dan 11.1%. kenaikan investasi ini sejalan dengan krisis global telah pulih sejak tahun 2012. pulihnya ekonomi global ini dapat dilihat pada tabel 3 neraca pembayaran. pma naik dari us$3.2 miliar di tahun 2011, hingga mencapai us$5.3 miliar di tahun 2012, dan naik lagi menjadi us$6.6 miliar di tahun 2013 dan us$7.5 miliar di tahun 2014. investasi portopolio naik dari us$2.0 miliar di tahun 2011, hingga mencapai us$3.5 miliar di tahun 2012, dan naik lagi menjadi us$5.0 miliar di tahun 2013 dan us$6.2 miliar di tahun 2014. investasi lainnya naik dari -us$0.5 miliar di tahun 2011, hingga mencapai us$0.6 miliar di tahun 2012, dan naik lagi menjadi us$1.3 miliar di tahun 2013 dan us$2.3 miliar di tahun 2014. berdasarkan pertumbuhan investasi di atas, maka kebutuhan investasi nasional selama 5 tahun ke depan adalah rp 10.042 triliun, dengan kebutuhan investasi masingmasing untuk tahun 2010, 2011, 2012, 2013, dan 2014 adalah rp 1.547,7 triliun; rp 1.743,4 triliun; rp 1.975,8 triliun; rp 2.239,1 triiun; dan rp 2.536,0 triliun. tabel 5 proyeksi pertumbuhan 2010-2014 sumber: bappenas (2008) realisasi rata-rata 2007 2008 2009 2010 2011 2012 2013 2014 2010-2014 pertumbuhan ekonomi (%) 6,3 6,2 5,0 5,5 5,9 6,3 6,7 7,0 6,3 sisi pengeluaran konsumsi masyarakat 5,0 5,4 4,8 4,9 5,3 5,5 5,7 6,1 5,5 konsumsi pemerintah 3,9 8,9 6,1 6,3 6,4 6,5 6,6 6,7 6,5 investasi 9,2 12,4 7,5 8,1 8,7 10,1 10,5 11,1 9,7 ekspor barang dan jasa 8,0 13,8 2,5 3,3 4,9 6,5 8,1 9,7 6,5 impor barang dan jasa 8,9 14,0 6,5 7,0 7,6 10,8 11,9 12,5 10,0 sisi produksi pertanian, perkebunan, peternakan 3,5 4,0 3,5 3,5 3,6 3,6 3,7 3,7 3,6 kehutanan, dan perikanan pertambangan dan penggalian 2,0 0,0 1,2 1,2 1,3 1,3 1,3 1,4 1,3 industri pengolahan 4,7 4,0 3,9 5,0 5,4 5,8 6,2 6,4 5,8 industri bukan migas 5,2 4,4 4,3 5,5 5,9 6,3 6,7 6,9 6,3 listrik, gas dan air 10,4 10,0 8,0 8,1 8,4 8,7 8,8 10,0 8,8 konstruksi 8,6 8,3 6,8 7,0 7,1 7,2 7,2 7,3 7,2 perdagangan, hotel, dan restoran 8,5 8,3 6,0 6,5 7,4 8,2 8,7 9,0 8,0 pengangkutan, dan telekomunikasi 14,4 13,0 8,0 10,0 10,6 11,2 12,4 13,3 11,5 keuangan, real estat, dan jasa perusahaan 8,0 7,8 6,5 5,8 5,8 6,0 6,0 6,1 5,9 jasa-jasa 6,6 6,4 5,0 5,5 5,7 5,9 6,1 6,3 5,9 i / y (%) 24,9 26,0 26,3 26,7 27,1 27,6 28,1 28,6 kebutuhan investasi (rp triliun) 983,8 1212,9 1366,7 1547,7 1743,4 1975,8 2239,1 2536,0 10042,0 * * jumlah total 2010 s/d 2014 perkiraan proyeksi 2010-2014 140 journal the winners, vol. 11 no. 2, september 2010: 130-140 simpulan perekonomian indonesia mampu tumbuh untuk kinerja 2010. optimisme terus menguat dalam menghadapi krisis global meski demikian, masih ada persoalan eksternal yang harus disimak dengan baik, yaitu perkembangan krisis ekonomi yunani. meski perekonomian yunani tidak besar, namun tetap saja berpotensi menyebabkan efek menular (contagion effect). dinamika yang terjadi di yunani dan negara-negara pengguna euro telah menyebabkan terinterupsinya aliran dana asing jangka pendek ke indonesia. ekspektasi yang tinggi terhadap perekonomian indonesia, ditambah instabilitas politik di negara kompetitor masih akan membuka peluang mengalir masuknya modal asing ke indonesia. namun, masalahnya kemudian adalah bagaimana agar modal asing jangka pendek (short-term capital) tersebut bisa diubah menjadi modal asing jangka panjang (foreign direct investment) agar perekonomian indonesia dapat menikmati pertumbuhan ekonomi yang berkelanjutan (sustainable). dengan segala sisi positif dan negatifnya, perekonomian indonesia tetap berpotensi untuk mencapai target pertumbuhannya. daftar pustaka badan pusat statistik. (2006). neraca arus dana. international monetary fund. (2008). world economic outlook. international monetary fund. (2009). world economic outlook. international monetary fund. (2010). the global financial crisis: responses and challenges ahead, washington dc: imf, january. prasetiantono, a.t. (2010). pertumbuhan ekonomi indonesia berpeluang menembus 6%. economic review, no.219, maret 2010. the world bank, 2010. east asia and pacific economic update 2010, vol.1: emerging stronger from the crisis, washington dc: ibrd. the world bank, 2010. indonesia economic quarterly: building momentum, ibrd: washington dc, march. microsoft word 03_sem tinjung_setting.doc 118 journal the winners, vol. 11 no. 2, september 2010: 118-129 pengaruh brand image dan brand trust terhadap brand loyalty pada pt bank sinarmas sem christina hawila sibagariang1; tinjung desy nursanti2 1,2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480 tinjungdesy@yahoo.com abstract competition in the banking sector in indonesia is getting more and more fierceevery day. pt bank sinarmas is a rapidly growing bank that continues to increase for the last 3 years. pt bank sinarmas committed to maintain this position. therefore, they need to provide excellent service and deliver good quality savings products to build customer loyalty. the purpose of this study was to determine whether brand image (x1) and brand trust (x2) are partially influencing brand loyalty (y), and to determine whether both brand image (x1) and brand trust (x2) are simultaneously influencing brand loyalty (y). the analysis method used is multiple regression analysis using spss. data is obtained through direct survey by distributing questionnaires to 100 clients of the bank at the main branch. the results indicates that the company's brand image significantly influences brand loyalty with r2 = 15.4% with regression equation y = 1.962 +0.336 x1. brand trust significantly influences brand loyalty with r2 = 17%, with regression equation y = 1.838 +0.382 x2. while simultaneously, brand image and brand trust significantly influence brand loyalty, with r2 = 26.4% which form the regression equation y = 1.281 +0.269 x1 + .315 x2. thus, pt bank sinarmas needs to increase its brand image since a good image might become the company's competitive edge in creating loyalty, and subsequently loyalty will increase profitability. keywords: brand image, brand trust, brand loyalty abstrak persaingan di sektor perbankan di indonesia semakin ketat dewasa ini. pt bank sinarmas adalah bank yang berkembang pesat dan terus meningkat selama 3 tahun terakhir. pt bank sinarmas berkomitmen untuk mempertahankan posisi ini. oleh karena itu, mereka harus memberikan pelayanan yang terbaik dan memberikan produk tabungan yang berkualitas untuk membangun loyalitas pelanggan. tujuan dari penelitian ini adalah untuk menentukan apakah citra merek (x1) dan kepercayaan merek (x2) secara parsial mempengaruhi loyalitas merek (y), dan untuk menentukan apakah citra merek (x1) dan kepercayaan merek (x2) secara simultan mempengaruhi loyalitas merek (y). metode analisis yang digunakan adalah analisis regresi berganda menggunakan spss. data diperoleh melalui survei langsung dengan menyebarkan kuesioner kepada 100 nasabah di cabang utama. hasil penelitian menunjukkan bahwa citra merek perusahaan berpengaruh secara signifikan terhadap loyalitas merek dengan r2 = 15,4% dengan persamaan regresi y = 1,962 0,336 x1. kepercayaan merek berpengaruh secara signifikan terhadap loyalitas merek dengan r2 = 17%, dengan persamaan regresi y = 1,838 0,382 x2. sementara secara bersamaan, citra merek dan kepercayaan merek berpengaruh secara signifikan terhadap loyalitas merek, dengan r2 = 26,4% yang membentuk persamaan regresi y = 1,281 0,269 x1 + 0,315 x2. dengan demikian, pt bank sinarmas perlu meningkatkan citra merek karena citra yang baik bisa menjadi daya saing perusahaan untuk menciptakan loyalitas, dan loyalitas dapat meningkatkan profitabilitas. kata kunci: citra merek, kepercayaan merek, loyalitas merek pengaruh brand image .....(sem christina hawila sibagariang; tinjung desy nursanti) 119 pendahuluan dalam era globalisasi ini, perusahan-perusahaan berlomba-lomba untuk mendapatkan keuntungan yang sebesar-besarnya. dengan semakin meningkatnya kebutuhan masyarakat, maka perusahaan harus menyediakan kebutuhan tersebut agar tidak kalah bersaing dengan para pesaingnya. kebutuhan yang diperlukan oleh masyarakat tidak hanya pada produk jadi, tetapi juga kebutuhan akan jasa. oleh karena itu, persaingan tidak hanya terjadi pada perusahan manufaktur saja, tetapi juga pada perusahaan-perusahaan penyediaan jasa. bank sebagai perusahaan penyedia jasa keuangan sangatlah tergantung pada pelanggan atau nasabah yang menggunakan jasanya. mereka berusaha semaksimal mungkin untuk mendapatkan nasabah sebanyak mungkin dan mempertahankan loyalitas pelanggan lamanya (loyalitas). mengingat ketatnya persaingan tersebut, bank dituntut untuk selalu berusaha memberikan yang terbaik bagi nasabahnya, yaitu dengan memenuhi kebutuhan nasabah. pt bank sinarmas merupakan salah satu bank yang bergerak di bidang jasa keuangan, termasuk bank yang sedang berkembang di indonesia dengan menawarkan sejumlah produknya seperti tabungan, investasi, deposito, asuransi serta perkreditan. karena semakin banyak perbankan yang bergerak di bidang sejenis, pt bank sinarmas perlu memiliki keunggulan agar dapat bersaing dengan bank lainnya. adapun masalah serta tujuan penelitian yang akan dibahas adalah untuk mengetahui ada tidaknya pengaruh signifikan antara brand image dan brand trust terhadap brand loyalty pada pt bank sinarmas, baik secara parsial maupun secara simultan. pengertian jasa. pada dasarnya, jasa merupakan aktivitas ekonomi yang hasilnya tidak merupakan produk dalam bentuk fisik atau konstruksi, yang biasanya dikonsumsi pada saat yang sama dengan waktu yang dihasilkan dan memberikan nilai tambah seperti kenyamanan, hiburan, kesenangan atau kesehatan atau pemecahan atas masalah yang dihadapi konsumen (arief, 2007:11). pengertian merek (brand). merek (kotler, 2003) adalah sebuah nama, simbol yang kompleks (seperti logo, merek dagang, desain kemasan dan sebagainya) yang dibuat untuk membedakan suatu produk dengan produk lainnya. merek dapat juga dijadikan ciri untuk membedakan satu produk dari produk pesaing. merek merupakan hal yang penting karena atribut-atribut lain dari kompetisi seperti atribut produk, biasanya relatif mudah untuk ditiru. pengertian brand image (citra merek). kesimpulannya menurut penulis brand image adalah sekumpulan asosiasi merek yang terbentuk dibenak konsumen. konsumen yang terbiasa menggunakan merek tertentu cenderung memiliki konsistensi terhadap brand image atau hal ini disebut juga dengan kepribadian merek (brand personality). adapun simamora (2002) berpendapat bahwa dalam konsep brand image terdapat 3 komponen penting, yaitu corporate image, user image, dan product image. pengertian brand trust (kepercayaan merek). menurut gurviez dan korchia (2003), ada beberapa hal yang dapat diidentifikasi dari variabel kepercayaan, yaitu (1) kepercayaan dan komitmen merupakan variabel yang terpenting dan strategis untuk menjaga hubungan jangka panjang antar partner industri dan bisnis; (2) penjelasan dari variabel kepercayaan dan komitmen dalam hubungan antara perusahaan dan pelanggan. penelitian yang dilakukan tezinde (2001) membuktikan bahwa kepercayaan, komitmen dan kepuasan akan mempengaruhi hubungan dengan pelanggan dan loyalitas; (3) menurut delgado-ballester (2004) kepercayaan merek merefleksikan 2 hal, yakni brand reliability atau keandalan merek yang bersumber pada keyakinan konsumen bahwa produk tersebut mampu memenuhi nilai yang dijanjikan atau dengan kata lain persepsi bahwa merek tersebut mampu memenuhi kebutuhan dan memeberikan kepuasan; kemudian brand intention didasarkan pada keyakinan konsumen bahwa merek tersebut mampu mengutamakan kepentingan konsumen ketika masalah dalam konsumsi produk muncul secara tidak terduga. 120 journal the winners, vol. 11 no. 2, september 2010: 118-129 pengertian brand loyalty (loyalitas merek). loyalitas merek adalah suatu konsep yang sangat penting, khususnya pada kondisi pasar dengan tingkat pertumbuhan yang sangat rendah namun persaingan sangat ketat saat ini, keberadaan konsumen yang loyal pada merek sangat dibutuhkan agar perusahaan dapat bertahan hidup dan upaya mempertahankan ini sering menjadi strategi yang jauh lebih efektif jika dibandingkan upaya menarik pelanggan-pelanggan baru. sedangkan pengukuran brand loyalty dapat dilakukan melalui pengukuran perilaku (behavior measures), pengukuran kepuasan (measuring satisfaction), pengukuran biaya berpindah ke merek lain (measuring switching cost), pengukuran kesukaan terhadap merek (measuring liking the brand), pengukuran komitmen (tjiptono, 2005). pengertian bank. bank adalah lembaga yang kegiatan utamanya adalah menghimpun dana dari masyarakat dan menyalurkannya kembali dana tersebut ke masyarakat serta memberikan jasa bank lainnya (kasmir, 1999:11). sedangkan kerangka pemikirannya dapat dilihat pada gambar 1 berikut. gambar 1 kerangka pemikiran metode penelitian desain penelitian tabel 1 desain penelitian tujuan penelitian desain riset jenis penelitian metode penelitian unit analisis time horizon t-1 asosiatif deskriptif survey individu – nasabah bank sinarmas cross section t-2 asosiatif deskriptif survey individu – nasabah bank sinarmas cross section t-3 asosiatif deskriptif survey individu – bank sinarmas cross section brand trust brand image brand loyalty pengaruh brand image .....(sem christina hawila sibagariang; tinjung desy nursanti) 121 operasionalisasi variabel penelitian tabel 2 operasional variabel penelitian jenis dan sumber data penelitian tabel 3 jenis dan sumber data tujuan data jenis data sumber data t-1 pengaruh antara brand image terhadap brand loyalty pt. bank sinarmas kualitatif primer dari nasabah pt. bank sinarmas t-2 pengaruh antara brand trust terhadap brand loyalty pada pt. bank sinarmas kualitatif primer dari nasabah pt. bank sinarmas t-3 pengaruh antara brand image dan brand trust terhadap brand loyalty pada bank sinarmas kualitatif primer dari nasabah pt. bank sinarmas teknik pengumpulan data teknik pengumpulan data dalam penelitian ini meliputi studi pustaka melalui text book dan buku-buku perengkap atau referensi seperti jurnal dan media cetak lain, serta sumber data lain dari situs-situs yang ada terkait dengan masalah penelitian. selain itu juga dilakukan studi lapangan yang dilakukan dengan cara mengumpulkan data secara langsung pada perusahaan melalui wawancara, observasi dan menyebarkan kuesioner. penentuan sampel pengambilan sampel dilakukan terhadap nasabah pt bank sinarmas cabang utama yang meliputi nasabah tabungan sinarmas dan sinarmas passbook, dengan jumlah populasi sebanyak 2425 orang. adapun untuk menentukan jumlah sampel digunakan rumus yamane sebagai berikut: variabel konsep variabel indikator variabel ukuran skala pengukuran brand image (variabel x1) citra merek adalah sejumlah keyakinan tentang merek (simamora, 2002) • corporate image • user image • product image ordinal likert brand trust (variabel x2) kepercayaan merek adalah perasaan aman yang dimiliki pelanggan akibat dari interaksinya dengan sebuah merek (ballester, 2004). • kepercayaan dan komitmen • brand reliability • brand intentions ordinal • likert • likert • likert brand loyalty (variabel y) suatu ukuran keterkaitan pelanggan kepada sebuah merek (durianto& sitinjak, 2004) • brand measures • pengukuran switching cost • measuring satisfaction • measuring liking the brand • pengukuran komitmen ordinal • likert • likert • likert • likert • likert 122 journal the winners, vol. 11 no. 2, september 2010: 118-129 n = n___ n.d2 + 1 dimana: n = jumlah sampel n = jumlah populasi d2 = presisi (ditetapkan 10% dengan tingkat kepercayaan 90%) berdasarkan rumus di atas, diperoleh jumlah sampel sebagai berikut: n = ___n___ = ______2425_____ = __2425__ = 96 n.d2 + 1 (2425)(0.1)2 + 1 25,25 untuk menghindari kekurangan data apabila ditemukan sejumlah kuesioner yang tidak lengkap terisi, maka agar memenuhi syarat minimal pengumpulan data responden, ditetapkan sampel sebanyak 100 orang nasabah sebagai responden. adapun metode yang digunakan dalam penarikan sampel adalah sampel acak sederhana (simple random sampling). teknik ini digunakan dengan pertimbangan tidak ada perbedaan kualitas dan karakteristik dari setiap responden dalam populasi sehingga tidak akan menciptakan bias dalam hasilnya. setiap elemen populasi mempunyai peluang yang sama untuk terpilih menjadi sampel. metode analisis analisis yang dilakukan dalam penelitian ini dilakukan melalui beberapa tahapan, yaitu melalui uji validitas untuk mengukur kerangka penelitian, kemudian dilanjutkan dengan uji reliabilitas yang digunakan untuk mengetahui konsistensi alat ukur, apakah alat pengukur yang digunakan dapat diandalkan dan tetap konsisten jika pengukuran tersebut dilakukan kembali. setelah itu dilakukan uji korelasi yang bertujuan untuk menguji hubungan antara 2 variabel, dalam hal ini ada tidaknya korelasi antara brand image dengan brand trust. tahap berikutnya adalah melakukan analisis regresi, baik secara sederhana maupun berganda untuk mengetahui ada tidaknya pengaruh signifikan yang terjadi antar variabel, baik secara parsial maupun simultan agar dapat menghasilkan persamaan regresi berikut: y = a + b1x1 + b2x2 + … + bnxn rancangan uji hipotesis berdasarkan tujuan-tujuan penelitian, maka rancangan uji hipotesis yang dapat dibuat disajikan sebagai berikut: t-1 : untuk mengetahui pengaruh yang signifikan atas brand image terhadap brand loyalty pada pt bank sinarmas. hipotesisnya adalah: ho : tidak ada pengaruh dari brand image perusahaan terhadap brand loyalty dari pt. bank sinarmas. ha : ada pengaruh dari brand image perusahaan terhadap brand loyalty dari pt bank sinarmas. t-2 : untuk mengetahui pengaruh yang signifikan dari brand trust terhadap brand loyalty pada pt bank sinarmas. pengaruh brand image .....(sem christina hawila sibagariang; tinjung desy nursanti) 123 hipotesisnya adalah: ho : tidak ada pengaruh brand trust perusahaan terhadap brand loyalty pt bank sinarmas. ha : ada pengaruh brand trust perusahaan terhadap brand loyalty pt bank sinarmas. t-3 : untuk mengetahui pengaruh yang signifikan antara brand image serta brand trust terhadap brand loyalty dari pt bank sinarmas secara simultan. hipotesisnya adalah: ho : tidak ada pengaruh signifikan secara simultan dari brand image dan brand trust terhadap brand loyalty pt bank sinarmas. ha : ada pengaruh signifikan secara simultan dari brand image dan brand trust terhadap brand loyalty pt bank sinarmas. hasil dan pembahasan uji validitas dan uji reliabilitas uji validitas pertama-tama dilakukan uji validitas masing-masing variabel, untuk mengetahui valid tidaknya item-item pertanyaan yang diajukan dalam kuesioner yang dibagikan kepada responden. validitas menguji seberapa baik suatu instrumen yang dibuat mengukur konsep tertentu yang ingin diukur (sekaran, 2006:39). dari hasil uji validitas item-item variabel brand image, dapat diketahui bahwa seluruhnya valid karena nilai rhitung setelah dilakukan pengujian korelasi total pada masingmasing pertanyaan menunjukkan nilai lebih besar dari rtabel sebesar 0.17. adapun hasil pengujian validitas variabel brand trust juga menunjukkan angka yang valid dengan besar rhitung untuk masing-masing item pertanyaan juga lebih besar dari rtabel (rhitung > 0.17). demikian pula dengan hasil pengujian validitas variabel brand loyalty, yang masing-masing nilai rhitung pada setiap pertanyaan yang diajukan juga lebih besar dari rtabel (rhitung>0.17).+ uji reliabilitas setelah uji validitas, dilanjutkan dengan uji reliabilitas yang bertujuan untuk meguji keandalan suatu data. dalam penelitian ini, digunakan teknik cronbach’s alpha, di mana keandalan dengan kisaran 0,6 – 0,8 dianggap baik dan dapat diterima. tabel 4 uji realibilitas variabel cronbach alpha keterangan brand image (x1) 0.824 reliable brand trust (x2) 0.754 reliable brand loyalty (y) 0.720 reliable 124 journal the winners, vol. 11 no. 2, september 2010: 118-129 uji korelasi antar variabel tabel 5 correlations brand_image brand_trust brand_loyalty brand_image pearson correlation 1 .229* .393** sig. (2-tailed) .022 .000 n 100 100 100 brand_trust pearson correlation .229* 1 .412** sig. (2-tailed) .022 .000 n 100 100 100 brand_loyalty pearson correlation .393** .412** 1 sig. (2-tailed) .000 .000 n 100 100 100 *. correlation is significant at the 0.05 level (2-tailed). **. correlation is significant at the 0.01 level (2-tailed). hubungan brand image (x1) terhadap brand loyalty (y) yang dihitung dengan koefisien korelasi adalah 1 (r2 = 0,393). hal ini menunjukkan hubungan yang lemah antara brand image (x1) terhadap brand loyalty (y) pada pt bank sinarmas. sedangkan hubungan brand trust (x2) terhadap brand loyalty (y) yang dihitung dengan koefisien korelasi adalah 1 atau (r2=0,412). hal ini menunjukkan hubungan yang kuat dan bernilai positif antara brand trust (x2) terhadap brand loyalty (y) pada pt bank sinarmas. analisis pengaruh brand image terhadap brand loyalty pt bank sinarmas tabel 6 model summaryb model r r square adjusted r square std. error of the estimate 1 .393a .154 .145 .51754 a. predictors: (constant), brand_loyalty b. dependent variable: brand_image berdasarkan hasil pengolahan data di atas, diketahui bahwa besarnya angka r square (r2) adalah 0,154. angka tersebut mempunyai arti bahwa pengaruh variabel brand image terhadap brand loyalty secara gabungan adalah 15,4%, sedangkan sisanya sebesar 84,6% dipengaruhi oleh faktor lain yang tidak dapat dibahas lebih lanjut dalam penelitian kali ini. tabel 7 anovab model sum of squares df mean square f sig. 1 regression 3.496 1 3.496 17.850 .000a residual 19.192 98 .196 total 22.688 99 a. predictors: (constant), brand_image b. dependent variable: brand_loyalty pengaruh brand image .....(sem christina hawila sibagariang; tinjung desy nursanti) 125 hipotesis: ho: tidak ada pengaruh antara variabel brand image terhadap brand loyalty. ha: ada pengaruh antara variabel brand image terhadap brand loyalty. dari uji anova, didapat f hitung adalah 17,850 dengan tingkat signifikan 0,000. hal tersebut memiliki pengertian tingkat signifikansi yang diperoleh dari pengolahan data lebih besar dari tingkat signifikan yang digunakan (0,000 < 0,05). kesimpulannya adalah ho ditolak dan ha diterima, artinya ada pengaruh signifikan antara variabel brand image terhadap brand loyalty. tabel 8 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.962 .223 8.802 .000 brand_image .336 .079 .393 4.225 .000 a. dependent variable: brand_loyalty dari nilai b constant dan b brand image, maka dapat dibuat persamaan regresi: y = 1.962 + 0,336x1 analisis pengaruh brand trust terhadap brand loyalty bank sinarmas tabel 9 model summaryb model r r square adjusted r square std. error of the estimate 1 .412a .170 .161 .43839 a. predictors: (constant), brand_trust b. dependent variable: brand_loyalty berdasarkan hasil pengolahan data di atas, diketahui bahwa besarnya r square (r2) adalah 0,170, yang menunjukkan bahwa pengaruh variabel brand trust terhadap brand loyalty secara gabungan adalah 17,0%, sedangkan sisanya sebesar 83% dipengaruhi oleh faktor lain yang tidak dibahas lebih lanjut dalam penelitian kali ini. tabel 10 anovab model sum of squares df mean square f sig. 1 regression 3.853 1 3.853 20.049 .000a residual 18.834 98 .192 total 22.688 99 a. predictors: (constant), brand_trust b. dependent variable: brand_loyalty 126 journal the winners, vol. 11 no. 2, september 2010: 118-129 hipotesis: ho: tidak ada pengaruh antara variabel brand trust terhadap brand loyalty. ha: ada pengaruh antara variabel brand trust terhadap brand loyalty. dari uji anova, didapat f hitung adalah 20,049 dengan tingkat signifikan 0,000. hal tersebut memiliki pengertian tingkat signifikan yang diperoleh dari pengolahan data lebih besar dari tingkat signifikan yang digunakan (0,000<0,05). kesimpulannya adalah ho ditolak dan ha diterima, artinya ada pengaruh antara variabel brand trust terhadap brand loyalty. tabel 11 coefficientsa dari nilai b constant dan b brand trust, maka dapat dibuat persamaan regresi: y = 1.838 + 0,382x2 pengaruh brand image dan brand trust terhadap brand loyalty bank sinarmas tabel 12 model summaryb model r r square adjusted r square std. error of the estimate 1 .514a .264 .249 .41499 a. predictors: (constant), brand_image, brand_trust b. dependent variable: brand_loyalty berdasarkan hasil pengolahan data di atas, diketahui bahwa besarnya r square (r2) adalah 0,26 bahwa pengaruh variabel brand trust terhadap brand loyalty secara gabungan adalah 26,4%, sedangkan sisanya sebesar 73,6% dipengaruhi oleh faktor lain yang tidak dibahas lebih lanjut dalam penelitian kali ini. tabel 13 anovab model sum of squares df mean square f sig. 1 regression 5.983 2 2.991 17.369 .000a residual 16.705 97 .172 total 22.688 99 a. predictors: (constant), brand_image, brand_trust b. dependent variable: brand_loyalty model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.838 .238 7.725 .000 brand_trust .382 .085 .412 4.478 .000 a. dependent variable: brand_loyalty pengaruh brand image .....(sem christina hawila sibagariang; tinjung desy nursanti) 127 hipotesis : ho: tidak ada pengaruh antara variabel brand image dan brand trust terhadap brand loyalty. ha: ada pengaruh antara variabel brand image dan brand trust terhadap brand loyalty. dari uji anova, didapat f hitung adalah 17,369 dengan tingkat signifikan 0,000. hal tersebut memiliki pengertian tingkat signifikan yang diperoleh dari pengolahan data lebih besar dari tingkat signifikan yang digunakan (0,000<0,05). kesimpulannya adalah ho ditolak dan ha diterima, artinya ada pengaruh antara variabel brand image dan brand trust terhadap brand loyalty. tabel 14 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.281 .275 4.652 .000 brand_trust .315 .083 .340 3.800 .000 brand_image .269 .077 .315 3.516 .001 a. dependent variable: brand_loyalty berdasarkan tabel di atas, persamaan regresi dapat dituliskan sebagai berikut: y = 1,281+0,269 x1 + 0,315 x2 uji hipotesis dengan melihat kolom sig. pada table coefficients, maka dapat dilakukan uji sebagai berikut: ho: tidak ada pengaruh yang signifikan antara brand image dan brand trust terhadap brand loyalty. ha: ada pengaruh yang signifikan antara brand image dan brand trust terhadap brand loyalty. dengan tingkat signifikan 5% (α=0,05), maka : sig < 0,05 tolak ho sig > 0,05 terima ha pembahasan hipotesis adalah sebagai berikut: hipotesis 1: brand image sig = 0,001 < 0,05 (ho ditolak) artinya: faktor brand image mempunyai pengaruh yang signifikan terhadap brand loyalty. hipotesis 2: brand trust sig = 0,000 < 0,05 (ho ditolak) artinya: faktor brand trust mempunyai pengaruh yang signifikan terhadap brand loyalty. implikasi hasil penelitian dari hasil pengolahan data yang diolah dari hasil kuesioner yang disebarkan kepada nasabah bank sinarmas, dilakukan analisis pengaruh brand image dan brand trust terhadap brand loyalty bank sinarmas dengan implikasinya sebagai berikut (1) penerapan brand image melalui corporate image, user image dan product image mampu membangun sebuah brand loyalty bagi nasabah terlihat dari hubungan antar kedua variabel yang memberikan pengaruh sebesar 26,9%; (2) penerapan brand trust 128 journal the winners, vol. 11 no. 2, september 2010: 118-129 melalui kepercayaan dan komitmen, brand realibility dan brand intentions berpengaruh juga secara positif terhadap loyalitas nasabah bank sinarmas; (3) secara keseluruhan, tanggapan nasabah mengenai brand image bank sinarmas setuju dan positif. image yang paling menonjol merupakan bank sinarmas menyediakan produk perbankan yang bagus, akan tetapi konsumen masih meragukan posisi bank sinarmas, yaitu bank sinarmas memberikan kualitas perbankan yang baik; (4) secara keseluruhan, rata-rata tanggapan pelanggan mengenai brand trust yang dirasakan setuju dan positif bahwa nasabah merasakan terpenuhinya suatu nilai kebutuhan nasabah dalam melakukan transaksi perbankan; (5) rata-rata tanggapan nasabah mengenai brand loyalty yang dirasakan setuju dan positif bahwa nasabah akan merekomendasikan bank sinarmas kepada teman; (6) selain memperhatikan variabel brand image dan brand trust, perlu diketahui juga faktor-faktor lain yang mempengaruhi terhadap brand loyalty pada bank sinarmas dalam menggunakan produk perbankan. simpulan penelitian ini bertujuan untuk menjawab perumusan masalah peneliti yang telah diajukan pada bab pertama. kesimpulan yang dapat diambil berdasarkan analisis data dalam penelitian ini adalah sebagai berikut (1) brand image memiliki hubungan yang lemah, berlawanan arah dan signifikan terhadap brand loyalty pt bank sinarmas sebesar 0,393 atau 39,3%. artinya, tidak terdapat hubungan yang kuat searah dan signifikan antara variabel brand image terhadap brand loyalty; (2) brand trust memiliki hubungan yang kuat, searah dan signifikan terhadap brand loyalty pada pt bank sinarmas sebesar 0,412 atau 41,2%. artinya, terdapat hubungan yang kuat, searah dan signifikan antara variabel brand trust terhadap brand loyalty pada pt bank sinarmas; (3) disimpulkan bahwa terdapat pengaruh brand image dan brand trust secara simultan terhadap brand loyalty pada pt bank sinarmas sebesar 0,514 atau 51,4%. artinya, terdapat hubungan yang kuat, searah dan signifikan antara variabel brand image dan brand trust terhapap brand loyalty pada pt bank sinarmas. ada beberapa saran yang dapat diusulkan untuk penelitian selanjutnya dan saran untuk pt. bank sinarmas. saran-saran yang diusulkan berdasarkan hasil penelitian ini adalah sebagai berikut (1) sebaiknya pt bank sinarmas harus selalu memperhatikan dan meningkatkan kualitas yang diberikan kepada pelanggan, terkait dengan semua dimensi brand image yaitu corporate image, user image dan product image; (2) sebaiknya kualitas pelayanan yang diberikan oleh pt bank sinarmas lebih ditingkatkan lagi, yaitu dengan memperbaiki beberapa hal yang berkaitan dengan pelayanan pelanggan oleh customer service seperti pengetahuan produk, membantu kesulitan nasabah dapat membangun brand image yang positif pada produk; (3) pt bank sinarmas harus memperhatikan kepuasan para pelanggannya secara terus menerus. salah satu caranya dengan survei citra merek, dan survei kepuasan nasabah pt bank sinarmas; (4) pt bank sinarmas harus memperhatikan dan mengembangkan faktor-faktor lainnya yang dapat mempengaruhi brand loyalty selain brand image dan brand trust karena secara bersamasama hanya mempengaruhi sebesar 73,6%. begitu pula dengan faktor-faktor lainnya yang mempengaruhi brand loyalty nasabah juga harus turut diperhatikan dan dikembangkan karena brand image dan brand trust hanya mempengaruhi sebesar 26,4%. pengaruh brand image .....(sem christina hawila sibagariang; tinjung desy nursanti) 129 daftar pustaka arief, m. (2007). pemasaran jasa dan kualitas pelayanan, jakarta: bayumedia. darmadi, d., sugiarto, dan sitinjak, t. (2004). strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek, jakarta: gramedia pustaka utama. delgado-ballester, e., and munuera-alemán, jl. (2001). brand trust in context of consumer loyalty. european journal of marketing, 35(11/12), 1238-1258. gurviez, p., dan korchia, m. (2003). test of a consumer-brand relationship model including trust and three consequences. makalah dalam 30th international research seminar in marketing, la londe les maures, france. retrieved from www.watoowatoo.net/mkgr/ kasmir. (1999). bank dan lembaga keuangan lain, jakarta: raja grafindo. kotler, p. (2003). manajemen pemasaran, jilid pertama, edisi kesebelas, jakarta: indeks group gramedia. kotler, p. (2003). manajemen pemasaran, jilid kedua, edisi kesebelas, jakarta: indeks group gramedia. riduwan, kuncoro, dan engkos, a. (2007). cara menggunakan dan memaknai analisis jalur, bandung: cv alfabeta. sekaran, u. (2002). business research methods: a skill building approach, 2nd ed., new york: john wiley & sons. simamora, b. (2002). panduan riset perilaku konsumen, jakarta: gramedia. tezinde, t., murphy, j., hong, d.t., nguyen, c., and jenkinson, c. (2001). cookies: walking the fine line between love and hate. makalah dalam 4th western australian workshop on information system research (wawisr). retrieved from http://wawisr01.uwa.edu.au/2001/tezindemurphy.pdf. tjiptono, f. (2005). brand management dan strategy, yogyakarta: andi. microsoft word 06_dian tauriana_setting_ok pengaruh penempatan produk .....(dian tauriana; ika fietrin) 61 pengaruh penempatan produk di kasir dan sales person terhadap impulse buying dian tauriana1; ika fietrin2 1, 2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 dtauriana@binus.edu abstract product placement in the cashier and using sales person have important effects for impulse purchasing in a retail that will increase company selling. the purpose of this research is to acknowledge product placement influences in cashier and sales person towards buying impulse in giant hypermart in plaza semanggi, jakarta. the research is associative research. data collecting technique is done by spreading questionnaire to consumers in giant hypermart plaza semanggi and interview with the management. data analysis technique is by validation and reliability test, normality, simple and double regression test with software spss 16.0. the research result shows that the product placement variable in cashier and sales person influenced simultaneously and significantly to impulse buying. keywords: product placement in cashier, sales person, impulse buying abstrak penempatan produk di kasir dan menggunakan sales person memiliki dampak penting bagi pembelian impuls dalam ritel yang akan meningkatkan penjualan perusahaan. tujuan dari penelitian ini adalah untuk mengetahui pengaruh penempatan produk di kasir dan sales person terhadap impulse buying giant hipermarket plaza semanggi. jenis penelitian yang digunakan adalah penelitian asosiatif. teknik pengumpulan data dilakukan dengan penyebaran kuesioner terhadap konsumen yang berbelanja di giant hipermarket plaza semanggi dan wawancara kepada pihak manajemen perusahaan. teknik analisis data yang digunakan adalah uji validitas dan reliabilitas, uji normalitas, uji regresi sederhana dan uji regresi beganda dengan bantuan software spss versi 16.0. hasil penelitian ini menunjukkan bahwa variabel penempatan produk di kasir dan sales person berpengaruh secara simultan dan signifikan terhadap impulse buying. kata kunci: penempatan produk di kasir, sales person, impulse buying 62 journal the winners, vol. 12 no. 1, maret 2011: 61-70  pendahuluan pemasaran merupakan salah satu kegiatan penting yang dilakukan dalam menghadapi berbagai persaingan yang dihadapi. perusahaan menjual produk dan jasa dengan menerapkan berbagai strategi pemasaran agar produk dan jasa bisa dipasarkan kepada masyarakat secara langsung. penempatan produk yang baik dan mudah dijangkau konsumen, serta melakukan berbagai promosi yang mendukung penjualan produk dan jasa seperti memasarkan produk dengan mengunakan strategi personal selling adalah salah satu strategi yang digunakan perusahaan untuk meningkatkan pembelian konsumen. oleh karena itu, penulis ingin membantu perusahaan untuk meningkatkan penjualannya melalui strategi pemasaran yang efektif, yaitu dengan strategi display yang tepat pada retail dan strategi personal selling yang bisa memicu adanya pembelian yang tidak direncanakan dahulu sebelumnya oleh konsumen (impulse buying). salah satu ritel yang memperhatikan tata letak produk di store dan menggunakan sales person dalam melakukan penjualan produknya adalah pt hero supermarket tbk. giant merupakan salah satu ritel yang berdiri dibawah naungan pt hero supermarket tbk. dalam penelitian ini, peneliti membatasi ruang lingkupnya yaitu peneliti hanya meneliti di giant hipermarket plaza semanggi. hal tersebut dikarenakan keterbatasan waktu, tempat dan tenaga. adapun masalah yang hendak diteliti adalah: (1) apakah ada pengaruh antara penempatan produk dikasir terhadap impulse buying?; (2) apakah ada pengaruh antara sales person terhadap impulse buying?; (3) apakah ada pengaruh antara penempatan produk dikasir dan sales person terhadap impulse buying? tujuan tujuan penelitian ini yaitu untuk mengetahui pengaruh antara penempatan produk dikasir terhadap impulse buying, mengetahui pengaruh antara sales person terhadap impulse buying, dan mengetahui pengaruh antara penempatan produk dikasir dan sales person terhadap impulse buying. menurut peter & olson (2000) yang dimaksud dengan display adalah tata letak barang dengan memperhatikan unsur pengelompokan jenis dan kegunaan barang, kerapihan dan keindahan agar terkesan menarik dan mengarahkan konsumen untuk melihat, mendorong, dan memutuskan untuk membeli. posisi barang yang dipamerkan dan lokasi toko yang menonjol turut mempengaruhi pembelian impulsif (hawkins, 2004). penempatan produk yang jelas akan berdampak kepada kejelasan letak produk dan membutuhkan waktu yang lebih singkat dalam pencarian (kusumowidagdo, 2005). menurut shimp (2003) personal selling adalah suatu bentuk komunikasi orang perorang dimana seseorang wiraniaga berhubungan langsung dengan calon pembeli dan berusaha mempengaruhi agar mereka membeli produk atau jasanya. menurut manning & reece (2007), personal selling is the process of developing customer needs, matching the appropriate products with those needs, and communicating benefits through a need satisfaction presentation. menurut keegan & green (2008), personal selling is person-to-person communication between a company representative and prospective buyer. menurut masterson & pickton (2004) personal selling adalah presentasi secara lisan, dan percakapan dengan satu pembeli yang potensial dengan tujuan mendapatkan penjualan. menurut gilbert (2003) tujuan dari personal selling yaitu: obtain a sale, stimulate sales of impulse buy purchases by bringing attention to extra requirement, complete a succesful transaction with the customer, leave the customer satisfied and well informed, no matter whether a transaction has or has not occured, create good customer relations. menurut kotler (2003), personal selling adalah komunikasi langsung (tatap muka) antara penjual dan calon pelanggan untuk memperkenalkan suatu produk kepada calon pelanggan dan membentuk pemahaman pelanggan terhadap produk sehingga mereka kemudian akan mencoba dan membelinya. pengaruh penempatan produk .....(dian tauriana; ika fietrin) 63 menurut belch & belch (2001), seorang sales person harus memiliki pengetahuan tentang produk (product knowledge). tingginya product knowledge sendiri banyak mendatangkan manfaat baik bagi perusahaan maupun bagi spg atau spb sendiri. display product mempunyai tujuan agar produk yang didisplay bisa memunculkan stimuli dan bisa menarik perhatian konsumen sehingga bisa menimbullkan minat konsumen untuk melakukan pembelian atas produk atau jasa. sehingga dalam waktu relatif singkat pesan yang ingin disampaikan tentang produk lebih cepat sampai dengan ditempatkannya produk di sekitar kasir, karena kasir adalah salah satu lokasi strategis dalam store. display bisa meningkatkan pembelian spontan pada toko ritel (summet, heng & vimal, 2009). posisi barang yang dipamerkan turut mempengaruhi pembelian impulsif (hawkins, 2004). dalam penelitian summet, heng & vimal (2009) menunjukkan bahwa 70% proses pembelian di ritel bersifat impulse (spontan). impulse buying adalah peluang bagi peritel untuk memperkenalkan produk-produk baru melalui komunikasi yang efektif di dalam toko dan program promosi. menggunakan seorang sales person yang memiliki pengetahuan tentang produk dengan baik akan mendatangkan manfaat baik bagi perusahaan. menurut hawkins (2010), impulse buying dapat didefinisikan sebagai pembelian yang terjadi dengan cepat secara spontan untuk membeli sesuatu. impulse buying atau biasa disebut juga unplanned purchase, adalah perilaku orang dimana orang tersebut tidak merencanakan sesuatu dalam berbelanja. pembelian yang tidak direncanakan adalah situasi dimana seseorang tidak memiliki perencanaan untuk membeli produk, tetapi mereka membeli produk ketika mereka melihat produk tersebut atau itu adalah situasi ketika konsumen membeli produk yang berbeda dari apa yang sudah direncanakan sebelum memasuki toko. menurut hawkins (2010) seorang pemasar tidak hanya menarik konsumen ke gerai mereka, tapi harus memahami struktur lingkungan dengan memberikan insentif maksimum untuk pembelian tidak direncanakan. seseorang melakukan impulse buying dipengaruhi oleh situasi di dalam toko (hausman,2000). situasi toko yang nyaman, maka produk yang ada pada display bisa menjadi produk impulsif. pembelian yang tidak direncanakan dapat dikategorikan ke dalam 4 tipe, yaitu (verplanken & herabadi, 2001): pure impulse buying, reminder impulse buying, suggestion impulse buying, planned impulse buying. impulsiveness is a consumers tendency to buy spontaneously, unreflectively, immediately and kinetically (ian phau & chang-chin lo, 2004). lingkungan belanja dan suasana hati dapat mempengaruhi seseorang untuk melakukan pembelian yang tidak terencana (semuel, 2005). emosi yang positif dapat membuat konsumen cenderung mengurangi kompleksitas keputusan dan mempersingkat waktu keputusan mereka dalam keputusan pembelian (hausman, 2000). keadaan emosional akan membuat dua perasaan yang dominan yaitu perasaan senang dan membangkitkan keinginan, baik yang muncul dari psikologikal ataupun keinginan yang bersifat mendadak atau impulse (kusumowidagdo, 2005). pembelian impulsif juga seringkali dihubungkan dengan pembelian yang dilakukan secara tiba-tiba dan tidak direncanakan dan dilakukan ditempat kejadian disertai dengan timbulnya dorongan yang besar serta perasaan senang dan bergairah (verplanken & herabadi, 2001). kerangka teori penempatan produk dikasir sales person impulse buying 64 journal the winners, vol. 12 no. 1, maret 2011: 61-70  metode penelitian desain penelitian tabel 1 desain penelitian tujuan jenis penelitian unit analisis time horizon t 1 deskriptif-asosiatif individu-konsumen cross sectional t 2 deskriptif-asosiatif individu-konsumen cross sectional t 3 deskriptif-asosiatif individu-konsumen cross sectional sumber : peneliti 2010 operasional variabel penelitian operasional variabel penelitian terdiri dari: (1) variabel bebas (independent variable), penempatan produk di kasir (x1) dan sales person (x2); (2) variabel terikat (dependent variable): impulse buying. table 2 operasional variabel penelitian variabel definisi operasional variable dimensi indikator skala penempatan produk di kasir (x1) tata letak barang dengan memperhatikan unsur pengelompokan jenis dan kegunaan barang, kerapihan dan keindahan agar terkesan menarik dan mengarahkan konsumen untuk melihat, mendorong, dan memutuskan untuk membeli jenis produk pada display kejelasan letak produk (mudah dilihat dan dijangkau) likert sales person (x2) bentuk komunikasi orang perorang dimana seseorang wiraniaga berhubungan langsung dengan calon pembeli dan berusaha mempengaruhi agar mereka membeli produk atau jasanya − informasi mengenai produk − pendekatan dengan konsumen − kemampuan berkomunikasi pengetahuan tentang produk pelayanan komunikasi yang mudah dipahami likert impulse buying (z) perilaku orang dimana orang tersebut tidak merencanakan sesuatu dalam berbelanja − faktor personal − faktor psikologi remember need mood / feeling pada saat berbelanja likert pengaruh penempatan produk .....(dian tauriana; ika fietrin) 65 jenis dan sumber data penelitian tabel 3 jenis dan sumber data penelitian no data yang diambil jenis data sumber data 1 penempatan produk di kasir kualitatif data primer dari kuesioner 2 sales person kualitatif data primer dari kuesioner 4 impulse buying kualitatif data primer dari kuesioner sumber : peneliti 2010 teknik pengumpulan data teknik pengumpulan data dalam penelitian ini yaitu: (1) teknik wawancara: responden dan pihak manajemen perusahaan; (2) teknik observasi: pengamatan kepada konsumen giant; (3) teknik kuesioner: konsumen yang pernah membeli barang pada display produk di kasir dan membeli produk dari sales person di giant; (4) studi literatur: buku, jurnal, internet. teknik pengambilan sampel peneliti menggunakan teknik nonprobability sampling karena peneliti tidak mengetahui jumlah populasi dan pelanggan tetap giant yang pernah membeli produk di kasir dan membeli produk dari spg untuk dijadikan sebagai sampel. maka dapat disimpulkan sampel yang diambil minimal 97 orang, dibulatkan menjadi 100 orang. hasil dan pembahasan uji validitas dan uji reliabilitas tabel 4 uji validitas dan reliabilitas pada variabel penempatan produk dikasir no. pertanyaan r hitung r tabel keterangan 1 0.447 0.17 valid 2 0.447 0.17 valid cronbach alpha keterangan 0,618 reliable 66 journal the winners, vol. 12 no. 1, maret 2011: 61-70  tabel 5 uji validitas dan reliabilitas pada variabel sales person no. pertanyaan r hitung r tabel keterangan 1 0.454 0.17 valid 2 0.548 0.17 valid 3 0.547 0.17 valid 4 0.543 0.17 valid 5 0.491 0.17 valid 6 0.313 0.17 valid cronbach alpha keterangan 0.743 reliable tabel 6 uji validitas dan reliabilitas pada variabel impulse buying no. pertanyaan r hitung r tabel keterangan 1 0.432 0.17 valid 2 0.432 0.17 valid cronbach alpha keterangan 0.604 reliable uji normalitas data uji normalitas data variabel penempatan produk di kasir , hasil sig yang diperoleh yaitu 0.069 > 0.05, maka data berdistribusi normal. uji normalitas data variabel sales person, hasil sig yang diperoleh yaitu 0.2 > 0.05, maka data berdistribusi normal. uji normalitas data variabel impulse buying, hasil sig yang diperoleh yaitu 0.052 > 0.05, maka data berdistribusi normal. transformasi data ordinal ke interval tabel 7 transformasi data pertanyaan butir 1-2 1 1 2 1,92 3 2,41 4 2,92 5 3,86 pertanyaan butir 3-8 1 1 2 2,17 3 2,72 4 3,50 5 4,7 pertanyaan butir 9-10 1 1 2 1,97 3 2,49 4 3 5 3,96 analisis pengaruh penempatan produk di kasir terhadap impulse buying ha: penempatan produk di kasir berpengaruh secara signifikan terhadap impulse buying; ho: penempatan produk di kasir tidak berpengaruh secara signifikan terhadap impulse buying. analisis tersebut dikarenakan oleh (1) nilai t hitung > nilai t tabel, yaitu 8.888 > 1.66, maka ho ditolak dan ha diterima yang artinya koefisien regresi adalah signifikan atau penempatan produk di kasir berpengaruh pengaruh penempatan produk .....(dian tauriana; ika fietrin) 67 secara signifikan terhadap impulse buying; (2) nilai probabilitas sig = 0,000 berarti lebih kecil dari nilai probabilitas 0,05 (0,05 > 0,000), maka ho ditolak dan ha diterima artinya koefisien regresi adalah signifikan; (3) r = 0,668 artinya hubungannya kuat dan searah; (4) r square = 0,446 artinya 44,6% impulse buying pada giant hipermarket dipengaruhi oleh variabel penempatan produk di kasir, sisanya 55,4% dipengaruhi oleh variabel lainnya yang tidak dijelaskan dalam penelitian ini. analisis pengaruh sales person terhadap impulse buying ha: sales person berpengaruh secara signifikan terhadap impulse buying; ho: sales person tidak berpengaruh secara signifikan terhadap impulse buying. analisis tersebut dikarenakan oleh (1) nilai t hitung > nilai t tabel, yaitu 9.241 > 1.66, maka ho ditolak dan ha diterima yang artinya koefisien regresi adalah signifikan atau sales person berpengaruh secara signifikan terhadap impulse buying; (2) nilai probabilitas sig = 0,000 berarti lebih kecil dari nilai probabilitas 0,05 (0,05 > 0,000), maka ho ditolak dan ha diterima artinya koefisien regresi adalah signifikan; (3) r = 0,682 artinya hubungannya kuat dan searah; (4) nilai r square adalah 0,466 ; yang berati bahwa 46,6% impulse buying pada giant hipermarket dipengaruhi oleh variabel sales person, sedangkan sisanya 53,4% dipengaruhi oleh variabel lainnya yang tidak dijelaskan dalam penelitian ini. analisis pengaruh penempatan produk di kasir dan sales person terhadap impulse buying secara simultan r = 0,720 artinya hubungan secara simultan kuat dan searah; r square = 0.519 artinya 51,9% impulse buying dipengaruhi oleh variabel penempatan produk di kasir dan sales person secara simultan. sedangkan sisanya 48,1% dipengaruhi oleh variabel lain. sehingga, ha: penempatan produk di kasir dan sales person berpengaruh secara simultan dan signifikan terhadap impulse buying; ho: penempatan produk di kasir dan sales person tidak berpengaruh secara simultan dan signifikan terhadap impulse buying. analisis tersebut dikarenakan oleh: (1) f hitung > nila f tabel, yaitu 52.270 > 3.09, maka ho ditolak dan ha diterima yang artinya koefisien regresi adalah signifikan atau penempatan produk di kasir dan sales person berpengaruh secara simultan dan signifikan terhadap impulse buying; (2) nilai probabilitas sig=0,000 berarti lebih kecil dari nilai probabilitas 0,05 (0,05 > 0,000), maka ho ditolak dan ha diterima artinya koefisien regresi adalah signifikan. jadi, penempatan produk di kasir dan sales person berpengaruh secara simultan dan signifikan terhadap impulse buying. pembahasan hasil penelitian dari analisis pengaruh antara penempatan produk di kasir terhadap impulse buying, dapat diperoleh kesimpulan bahwa terdapat hubungan yang kuat (0,668) antara penempatan produk di kasir dan impulse buying. penempatan produk di kasir dikatakan memiliki hubungan yang kuat terhadap impulse buying karena display produk di kasir yang mudah dilihat dan dijangkau oleh konsumen dapat meningkatkan impulse buying di giant hipermarket serta berbagai jenis produk yang pada display kasir menarik minat konsumen untuk melakukan pembelian. display product di kasir juga memiliki pengaruh yang signifikan terhadap impulse buying. 44,6% impulse buying pada giant hipermaket dipengaruhi oleh variabel penempatan produk di kasir, sedangkan sisanya 55,4% dipengaruhi oleh variabel lain yang tidak dijelaskan dalam penelitian ini, karena dipengaruhi oleh faktor-faktor lain di luar penelitian. posisi barang yang dipamerkan dan lokasi toko yang menonjol turut mempengaruhi pembelian impulsif (hawkins, 2004). oleh karena itu perusahaan harus membuat display produk di kasir semenarik dan seefektif mungkin agar konsumen dapat dengan mudah melihat dan menjangkau produk yang ada di kasir. perusahaan juga harus menentukan jenis produk apa yang bisa menarik perhatian konsumen sehingga menyebabkan mereka melakukan pembelian spontan. menurut peter & olson (2000) yang dimaksud dengan display adalah tata letak barang dengan memperhatikan unsur pengelompokan jenis dan kegunaan barang, kerapihan dan keindahan agar terkesan menarik dan mengarahkan konsumen untuk melihat, mendorong, dan memutuskan untuk membeli. sistem display 68 journal the winners, vol. 12 no. 1, maret 2011: 61-70  memiliki dampak penting bagi perilaku konsumen yang akan mengakibatkan keputusan yang diambil konsumen untuk melakukan keputusan pembelian secara spontan tanpa direncanakan dahulu sebelumnya. display product yang mudah dilihat serta mudah dijangkau oleh konsumen biasanya akan lebih menarik perhatian konsumen daripada display product yang kurang menarik cara penempatannya. oleh karena itu penting bagi ritel-ritel untuk menempatkan produknya semenarik mungkin agar konsumen tertarik untuk melakukan pembelian secara spontan atau melakukan impulse buying. dengan membuat display lebih menarik yaitu dengan menjaga kerapihan, kebersihan serta meletakkan jenis produk yang beragam maka hal tersebut akan meningkatkan penjualan perusahaan melalui impulse buying yang dilakukan oleh konsumen. dari analisis pengaruh antara sales person terhadap impulse buying, dapat diperoleh kesimpulan bahwa terdapat hubungan yang kuat (0,682) antara sales person dan impulse buying. sales person dikatakan memiliki hubungan yang kuat terhadap impulse buying karena dengan menggunakan sales person yang memiliki pengetahuan produk yang luas, sales person yang bisa berkomunikasi baik dengan pelanggan dan sales person yang bisa menjamin kepuasan pelanggan maka hal tersebut dapat meningkatkan impulse buying di giant hipermarket. sales person juga memiliki pengaruh yang signifikan terhadap impulse buying. 46,6% impulse buying pada giant supermaket dipengaruhi oleh variabel sales person. sedangkan sisanya 53,4% dipengaruhi oleh variabel lain yang tidak dijelaskan dalam penelitian ini, karena dipengaruhhi oleh faktor-faktor lain di luar penelitian. menurut george & michael (2001) seorang sales person harus memiliki pengetahuan tentang produk. dengan adanya pengetahuan tentang produk yang tinggi, maka hal tersebut bisa mendatangkan profit yang tinggi bagi perusahaan, karena dengan adanya pengetahuan para spg dan spb yang tinggi, maka mereka dapat menjelaskan produk atau jasa yang ditawarkan perusahaan dengan sedetil-detilnya dan hal tersebut dapat mendatangkan kepuasan bagi konsumen yang akan berlanjut kepada keputusan untuk membeli baik pembelian yang telah direncanakan atau yang belum direncanakan sebelumnya. oleh karena itu perusahaan harus bisa melatih para spg/spb dalam memasarkan produk dengan melakukan pelatihan-pelatihan terlebih dahulu agar mereka memiliki pengetahuan yang luas mengenai produk yang ditawarkan dan mereka bisa menjelaskan fungsi dan manfaat produk dengan baik kepada konsumen giant yang bertanya mengenai spesifikasi produk, serta melatih para sales person agar lebih terampil dalam berkomunikasi. seorang sales person harus memberikan pelayanan yang memuaskan kepada pelanggan, mereka harus selalu bersikap ramah. selain itu sales person harus bisa menyampaikan pesan yang jelas mengenai produk kepada konsumen giant, menggunakan bahasa yang sedehana dan mudah dipahami ketika menjelaskan mengenai produk, serta menawarkan produk dengan alur yang jelas. hal tersebut dilakukan agar meningkatkan pembelian impulsif konsumen yang nantinya akan membantu perusahaan dalam meningkatkan penjualan. apabila dilihat pengaruh secara simultan pada variabel penempatan produk di kasir dan sales person terdapat hubungan yang kuat (0,720) dan memiliki pengaruh yang signifikan terhadap impulse buying di giant secara simultan, yaitu sebesar 51,9% impulse buying di giant dipengaruhi oleh display produk di kasir dan sales person, sedangkan sisanya sebesar 48,1% dipengaruhi oleh variabel lainnya yang tidak dijelaskan dalam penellitian ini, karena dipengaruhi oleh faktor-faktor lain diluar penelitian. menurut hawkins (2010) impulse buying dapat didefinisikan sebagai pembelian spontan yang terjadi dengan cepat untuk membeli sesuatu. untuk strategi di dalam store, langkah yang bisa dilakukan oleh seorang pemasar adalah dengan mendorong konsumen untuk bertindak cepat dengan meletakkan produk di tempat yang mudah dilihat dan mudah dijangkau. biasanya produk yang diletakkan dekat dengan rak kasir bertujuan agar konsumen tertarik dengan rangsangan yang diterimanya dan mau melakukan pembelian. dengan menggunakan seorang sales person juga dapat membantu perusahaan untuk menyampaikan spesifikasi produk secara detail dengan langsung kepada konsumen. hal tersebut akan meningkatkan daya tarik konsumen untuk membeli produk yang tidak direncanakan sebelumnya (melakukan pembelian spontan). pengaruh penempatan produk .....(dian tauriana; ika fietrin) 69 simpulan simpulan variabel penempatan produk di kasir mempengaruhi impulse buying konsumen di giant hipermarket semanggi plaza sebesar 44,6% dan sisanya 55,4% dipengaruhi oleh variabel lain. penempatan produk di kasir memiliki pengaruh yang signifikan terhadap impulse buying. variabel sales person mempengaruhi impulse buying konsumen di giant hipermarket semanggi plaza sebesar 46,6% dan sisanya 53,4% dipengaruhi oleh variabel lainnya yang tidak dijelaskan dalam penelitian ini dan variable sales person memiliki pengaruh yang signifikan terhadap impulse buying. variabel pengaruh penempatan produk di kasir dan sales person mempengaruhi impulse buying konsumen di giant hipermarket semanggi plaza sebesar 51,9% dan sisanya 48,1% dipengaruhi oleh variabel lainnya yang tidak dijelaskan dalam penelitian ini dan dua variabel ini memiliki pengaruh yang signifikan secara simultan. saran sebaiknya sistem display pada giant terus ditingkatkan dengan memperhatikan unsur pengelompokan jenis dan kegunaan barang agar memberikan stimulus yang kuat kepada konsumen untuk tertarik melakukan pembelian spontan. perusahaan terus menjaga kebersihan dan kerapihan produk pada sistem display di kasir agar memberikan stimulus kepada konsumen untuk melakukan pembelian secara spontan. penjualan personal memiliki peran yang cukup penting dalam meningkatkan penjualan perusahaan. oleh karena itu, perusahaan perlu meningkatkan efektifitas sales personnya agar mereka dapat bekerja dengan efektif. salah satunya dengan memberikan pelatihanpelatihan dan memberikan penjelasan mengenai pengetahuan produk. hal tersebut bertujuan agar seorang sales person mampu menjelaskan spesifikasi produk dengan baik kepada konsumen. sales person harus bisa memberikan kepuasan kepada pelanggan dengan cara mengerti apa yang diinginkan dan dibutuhkan konsumen. spg/spb harus dilatih agar bisa menyampaikan pesan yang jelas mengenai produk kepada konsumen, menjelaskan spesifikasi produk menggunakan bahasa yang sederhana dan mudah dipahami oleh konsumen, menawarkan produk dengan alur yang jelas agar konsumen tidak merasa produk dijelaskan dengan bertele-tele dan membuang-buang waktu. hal tersebut dapat menarik konsumen untuk melakukan pembelian spontan. meletakkan consumer goods pada display yang mudah dilihat dan dijangkau oleh konsumen. sehingga ketika melihat produk tersebut, konsumen ingat akan kebutuhan dan melakukan pembelian secara spontan atas produk tersebut. untuk penelitian selanjutnya, mungkin dapat meneliti variabel lainnya yang mempengaruhi impulse buying. karena impulse buying yang dilakukan konsumen dapat mambantu perusahaan meningkatkan penjualannya. daftar pustaka belch, g. e., & belch, m. a. (2001). advertising and promotion. burr ridge, il: irwin/mcgrawhill) gilbert, d. (2003). retail marketing management (2nd ed.). england: prentice hall. hausman, a. (2000). a multi-method investigation of consumer motivations in impulse buying behavior. journal of consumer marketing, 17 (5), 403-419. 70 journal the winners, vol. 12 no. 1, maret 2011: 61-70  hawkins, d. i., best, r. j., & david, l. (2004). consumer behavior: building marketing strategy. newyork: mcgraw-hill. hawkins. (2010). consumer behavior: building marketing strategy. new york: mcgraw-hill. keegan, w. j., & green, m. c. (2008). global marketing. new jersey: pearson prentice hall. kotler, p. (2003). marketing management internasional . new jersey: prentice hall. kusumowidagdo, a. (2005). peran penting perancangan interior pasa store based retail. journal of dimensi interior, 3 (1), 17-30. manning, g., & reece, b. (2007). selling today, 8th edition. england: prentice hall masterson, r., & pickton, d. (2004). marketing an introduction. new york: mcgraw-hill education. peter, j. p., & olson, j. c. (2000). consumer behavior: perilaku konsumen dan strategi pemasaran. jakarta: erlangga. phau, i., & lo, c. c. (2004). profiling fashion innovators: a study of self-concept, impulse buying and intrenet purchase intent. journal of fashion marketing and management, 8 (4), abi/inform global. semuel, h. (2005). respons lingkungan berbelanja sebagai stimulus pembelian tidak terencana pada toko serba ada. journal of marketing management, 7 (2), 152-170. shimp, t. a. (2003). periklanan dan promosi aspek tambahan komunikasi pemasaran terpadu. jakarta: erlangga. summet, g., heng, x., & vimal, s. (2009). impact of store size in impulse buying. the iup journal of marketing management, viii (1), 2-3. verplanken, b., & herabadi, a. (2001). individual differences in impulse buying tendency: feeling and no thinking. european journal of personality, 15 (1), s71-s83. microsoft word 08_ robertus tang_setting.doc penerapan model.....(robertus tang herman) 81 penerapan model multidimensional scaling dalam pemetaan brand positioning internet service provider robertus tang herman jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 robertth@binus.edu abstract in this high-tech era, there have been tremendous advances in tech-based products and services. internet is one of them that have widened the world’s eyes to a new borderless marketplace. high competition among internet service providers has pushed companies to create competitive advantage and brilliant marketing strategies. they undertake positioning mapping to describe product or service’s positioning amongst many competitors. the right positioning strategy becomes a powerful weapon to win in the battle. this research is designed to create positioning mapping based on perceptual mapping. the researcher uses multidimensional scaling and image mapping to achieve this research goal. sampling is using non-probability sampling in jakarta. based on non-attribute approach, the research findings show that there is similarity between two different brands. thus, both brands are competing against one another. on the other hand, cbn and netzap provider reflect some differences to others. and some brands require some improvements in terms of network reliability. keywords: multidimensional scaling, positioning, internet service provider abstrak di era teknologi tinggi ini, telah banyak kemajuan dalam produk teknologi dan layanan berbasis. internet adalah salah satu dari kemajuan yang telah melebarkan mata dunia terhadap sebuah pasar baru yang tanpa batas. persaingan yang tinggi antara penyedia layanan internet telah mendorong perusahaan untuk menciptakan keunggulan kompetitif dan strategi pemasaran yang brilian. mereka melakukan pemetaan positioning untuk mendeskripsikan posisi produk atau jasa antara banyak kompetitor. strategi posisi yang tepat menjadi senjata ampuh untuk menang dalam kompetisi. penelitian ini dirancang untuk membuat pemetaan posisi berdasarkan pemetaan persepsi. peneliti menggunakan skala multidimensional dan pemetaan image untuk mencapai tujuan penelitian. pengambilan sampel menggunakan sampling non-probability di jakarta. berdasarkan pendekatan non-atribut, temuan penelitian menunjukkan bahwa ada kesamaan antara dua merek yang berbeda. dengan demikian, kedua merek bersaing satu sama lain. di sisi lain, cbn dan penyedia netzap mencerminkan beberapa perbedaan satu sama lain. dan beberapa merek memerlukan beberapa perbaikan dari sisi kehandalan jaringan. kata kunci: skala multidimensional scaling, positioning, penyedia layanan internet 82 journal the winners, vol. 11 no. 1, maret 2010: 81-93  pendahuluan teknologi informasi melalui internet telah membuka mata dunia akan sebuah dunia baru, interaksi baru, market place baru, dan sebuah jaringan bisnis dunia yang tanpa batas. disadari betul bahwa perkembangan teknologi internet, telah mengubah pola interaksi masyarakat, yaitu interaksi bisnis, ekonomi, sosial, dan budaya. hadirnya internet telah menunjang efektifitas dan efisiensi operasional perusahaan dan masyarakat. secara umum, dapat dikatakan bahwa internet relatif baru dikenal oleh masyarakat indonesia dan frekuensi pemakainya pun belum terlalu banyak. namun, perkembangan internet di indonesia telah menunjukkan perkembangan yang signifikan. menurut data apjii (asosiasi penyelenggara jasa internet indonesia), akhir tahun 2008 jumlah pengguna internet di indonesia sebanyak 40 juta orang dan jumlah pelanggan sebesar 6 juta orang. hal ini menunjukkan peningkatan yang signifikan dari tahun-tahun sebelumnya. persaingan yang sangat tinggi mendorong setiap perusahaan memiliki keunggulan bersaing dan strategi pemasaran yang tepat. selain marketing mix, perusahaan juga harus menyusun strategi segementing, targetting, positioning (stp) untuk dapat memenangkan persaingan. pada akhirnya, penempatan produk sesuai dengan keinginan konsumen adalah tujuan utama seorang pemasar. kondisi ini mendorong konsumen untuk bersikap lebih cermat dan selektif dalam menentukan produk atau jasa yang akan dipilih. strategi stp, khususnya strategi positioning yang tepat akan menstimulasi konsumen untuk memilih produk atau jasa yang akan ditawarkan berdasarkan keunggulan dan keunikan produk atau jasa tersebut untuk memenuhi kebutuhan konsumen. tujuan penelitian ini adalah untuk menghasikan sebuah perceptual map yang menggambarkan letak masing-masing produk dengan teknik multidimensional scaling (mds). perceptual mapping akan menghasilkan product positioning menurut persepsi para konsumen berdasarkan atribut determinannya. atribut merupakan faktor-faktor yang dipertimbangkan konsumen dalam menentukan persepsi terhadap suatu barang atau jasa dan pada akhirnya memutuskan pembelian atau penggunaan suatu produk jasa/tidak. berdasarkan hal tersebut, penelitian melakukan penelitian ini dengan judul “analisis pemetaan posisi merek internet service provider di wilayah jakarta dengan metode multi dimensional scaling (mds)”. indentifikasi masalah pada penelitian ini adalah untuk menjawab permasalahan-permasalahan, yaitu “bagaimana posisi setiap produk broadband isp secara relatif terhadap pesaingnya dalam pasar yang dipersepsikan oleh para responden?”, dan “bagaimana persepsi atribut broadband isp yang melekat pada setiap merek isp menurut persepsi responden?”. positioning adalah suatu cara produk didefinisikan oleh konsumen berdasarkan beberapa atribut penting-tempat yang diduduki produk dalam benak konsumen, dibandingkan dengan produkproduk pesaing. positioning suatu produk menuntut perusahaan untuk menanamkan keunikan manfaat dan diferensiasi merek ke benak pelanggan. posisi produk adalah seperangkat rumit atas dari persepsi, kesan, dan perasaan konsumen terhadap produk tertentu dibandingkan dengan produk-produk pesaing (kotler dan armstrong, 2008:311. prosedur untuk melakukan penempatan posisi yang tepat menurut hiam dan schewe yang dikutip oleh hasan (2008:202), yaitu menentukan produk-pasar yang relevan, pendataan kebutuhan pelanggan, mengidentifikasi pesaing, menentukan standar evaluasi, membuat perceptual map, mengidentifikasi kesenjangan posisi, merencanakan dan melaksanakan strategi positioning. persepsi adalah suatu proses, di mana sensasi yang diterima oleh seseorang dipilah dan dipilih, kemudian diatur dan akhirnya diinterpretasikan. sensasi datang dan diterima oleh manusia melalui panca indera, yaitu mata, telinga, hidung, mulut dan kulit, yang disebut juga sistem sensorik. input sensorik atau sensasi yang diterima oleh sistem sensorik manusia disebut juga stimulus (solomon dalam prasetijo, 2005:67). menurut schiffman & kanuk (2007:136), individu bertindak dan bereaksi berdasarkan persepsi mereka, tidak berdasarkan realitas objektif. jadi, bagi pemasar, persepsi konsumen jauh lebih penting daripada pengetahuan mereka mengenai realitas yang objektif. penerapan model.....(robertus tang herman) 83 internet service provider adalah perusahaan atau badan yang menyelenggarakan jasa sambungan internet dan jasa lainnya yang berhubungan. klasifikasi internet service provider (isp) dapat dibedakan berdasarkan kecepatan dan teknologi yang digunakan, yaitu (1) koneksi dial-up. koneksi internet ini menggunakan saluran telepon dengan kecepatan antara 40-50 kbps; (2) koneksi broadband, di mana akses ini lebih cepat dibandingkan dengan koneksi dial-up dan tidak mengganggu pemakaian saluran telepon. kecepatan antara 64 kbps hingga 2 mbps; (3) koneksi mobile broadband. koneksi ini merupakan akses layanan internet dengan menggunakan saluran telepon selular. kecepatan yang dimiliki beragam hingga 7,2 mbps. multidimensional scaling (mds) adalah salah satu teknik multivariate dalam golongan interdependence technique, mds adalah salah satu prosedur yang digunakan untuk memetakan persepsi dan preferensi para responden secara visual dalam peta geometri. peta geometri tersebut disebut spatial map atau perceptual map, merupakan penjabaran berbagai dimensi yang berhubungan. secara umum, mds dapat membantu untuk menentukan dimensi yang paling sering digunakan oleh responden dalam menilai suatu objek, berapa jumlah dimensi yang digunakan dalam penilaian tersebut, hubungan relatif dari masing-masing dimensi, dan hubungan objek yang diamati secara perseptual. metode penelitian desain penelitian penelitian ini merupakan jenis penelitian deskriptif dan eksploratif. kombinasi pendekatan eksploratif dan deksriptif dimaksudkan untuk saling menunjang, di mana pendekatan eksploratori dipakai untuk melakukan riset deskriptif. penelitian eksploratif adalah penelitian yang bertujuan menghimpun informasi awal yang akan membantu upaya menetapkan masalah dan merumuskan hipotesis. dalam penelitian ini, pendekatan eksploratori dilakukan untuk memilih beberapa isp yang akan menjadi objek penelitian serta atribut-atribut yang melekat pada isp tersebut. sedangkan penelitian deskriptif bertujuan untuk mengetahui nilai variabel mandiri, baik satu variabel atau lebih independen tanpa membuat perbandingan atau menghubungkan dengan variabel lain. dalam penelitian in, penelitian deskriptif digunakan untuk menjawab permasalahan-permasalahan utama yang ada dalam penelitian ini. unit analisis yang digunakan adalah individu (konsumen layanan internet service provider). time horizon yang digunakan yaitu cross sectional di mana data yang dikumpulkan hanya satu kali, dalam kurun waktu tertentu. operasional variabel penelitian penelitian ini menggunakan interdependence techniques, di mana kedudukan setiap variabel sama, tidak ada variabel bebas dan variabel terikat. yang diperiksa adalah interrelasi antarvariabel. dari interrelasi itulah diambil kesimpulan-kesimpulan sesuai teknik yang dipakai. variabel atribut yang digunakan adalah service (layanan), features (fitur-fitur), speed (kecepatan), coverage area (jangkauan area), network reliability (keandalan jaringan), price (harga). data diperoleh dari persepsi konsumen terhadap merek-merek isp dengan mengisi kuesioner yang telah disediakan dengan menggunakan semantic differential scale. jenis dan sumber data penelitian penelitian ini menggunakan jenis data kualitatif yang dinyatakan dalam bentuk kata, kalimat atau gambar. data kualitatif yang digunakan adalah data tentang positioning merek-merek isp di indonesia. sedangkan data kuantitatif digunakan untuk mengetahui peta posisi non atribut dan peta 84 journal the winners, vol. 11 no. 1, maret 2010: 81-93  atribut berdasarkan persepsi konsumen. sumber data yang dikumpulkan merupakan data primer yang berasal dari sumber asli dan dikumpulkan secara khusus untuk menjawab permasalahan penelitian, yaitu kuesioner dan data sekunder yang diperoleh dari sekumpulan sumber lain, baik dari dalam maupun luar perusahaan yaitu berupa data profil perusahaan, data dari referensi jurnal, internet, dan buku. teknik pengumpulan data untuk mendapatkan data yang akan diolah, maka teknik pengumpulan data yang dilakukan penulis dalam penelitian ini adalah (1) penelitian lapangan/riset lapangan (field research), yaitu wawancara, studi pendahuluan untuk menemukan permasalahan penelitian, dan kuesioner, menggunakan format pertanyaan yang menggunakan skala; (2) studi kepustakaan/riset kepustakaan (library research), yaitu studi yang dilakukan dengan cara mempelajari bukubuku wajib (textbooks), buku-buku pelengkap atau referensi, majalah, jurnal, laporan resmi dari perusahaan dan catatan kuliah yang relevan dengan permasalahan yang diteliti. studi kepustakaan ini dimaksudkan untuk memperoleh data sekunder dan landasan teori sebagai bahan untuk studi perbandingan. teknik pengambilan sampel untuk pengambilan sampel, penulis menggunakan teknik non probability sampling dengan teknik purposive sampling. teknik pengambilan sampel dalam penelitian ini dimaksudkan untuk menduga/ mewakili nilai suatu populasi. populasi dalam penelitian ini adalah pengguna rumahan broadband internet service provider (isp) di jakarta. berdasarkan data dari apjii (2001) jumlah pengguna internet rumahan lebih dari 700.000 orang. sedangkan lebih dari 30% pengguna berada di daerah jakarta sehingga populasi pengguna isp di wilayah jakarta ± 250.000 orang. berdasarkan tabel penentuan jumlah sampel dari populasi tertentu yang dikembangkan dari isaac dan michael, untuk tingkat kesalahan 5% jumlah sampel yang ditentukan sebesar 348 responden. metode analisis uji cochran digunakan digunakan pada data dengan skala nominal atau untuk informasi dalam bentuk terpisah dua (dikotomi) misalnya informasi “ya” atau “tidak”. penggunaan uji ini adalah untuk mengetahui keberadaan hubungan antara beberapa variabel. hipotesis pengujian: ho= kemungkinan jawaban “ya” adalah sama untuk semua variabel (asosiasi) ha= kemungkinan jawaban “ya” adalah berbeda untuk semua variabel (asosiasi) analisis multidimensional scaling (mds) berhubungan dengan pembuatan grafik (map) untuk menggambarkan posisi sebuah objek dengan objek yang lain, berdasarkan kemiripan (similarity) objek-objek tersebut. syarat pembuatan jumlah pasangan objek penelitian dalam data kemiripan (similarity), yaitu nomor pasangan yang diperbandingkan untuk memperoleh tingkat kemiripan atau keserupaan adalah n(n-1)/2, di mana n adalah total jumlah objek. pendekatan yang digunakan dalam analisis mds adalah similaritas (persepsi), yaitu (1) similaritas non-atribut (persepsi langsung). pendekatan ini menghasilkan peta persepsi non-atribut; (2) similaritas atribut (persepsi tidak langsung). pendekatan ini menghasilkan peta persepsi atribut. tabel 1 metode analisis berdasarkan tujuan penelitian tujuan alat analisis t-1 multidimensional scaling (mds) t-2 multidimensional scaling (mds) penerapan model.....(robertus tang herman) 85 rancangan implikasi penelitian rancangan implikasi hasil penelitian ini adalah sebuah positioning merek-merek broadband isp berupa peta persepsi yang dihasilkan berdasarkan persepsi responden, memberikan gambaran keadaan persaingan antar merek broadband isp di wilayah jakarta menurut persepsi responden, dapat menganalisis posisi setiap produk broadband isp di wilayah jakarta dari sisi atribut dan non-atribut pada peta persepsi, yang juga membantu perusahaan mengetahui atribut yang paling dominan dalam pemilihan sebuah merek broadband isp. diharapkan hasil penelitian ini dapat memberikan hasil yang memuaskan kepada telkom speedy pada pt telekomunikasi indonesia dan perusahaan penyedia jasa layanan internet lainnya dan juga para konsumen atau pengguna isp. dengan begitu, pt telekomunikasi indonesia dapat menempatkan produk dan menentukan strategi yang tepat dalam pasar persaingan antar merek broadband isp. hasil dan pembahasan uji validitas dan reliabilitas uji validitas untuk setiap instumen dilakukan dengan terlebih dahulu dicari harga korelasi antara bagian-bagian dari alat ukur secara keseluruhan dengan cara mengkorelasikan setiap butir alat ukur dengan skor total yang merupakan jumlah tiap skor butir. untuk menghitung validitas alat ukur digunakan rumus pearson product moment. uji validitas menggunakan tingkat kepercayaan 95%, di mana df = n-2. nilai n menggunakan data sebanyak 348 jawaban kuesioner. jadi nilai df= 346, selanjutnya dengan menggunakan rumus rtabel, maka didapatkan nilai rtabel = 0,165. dasar pengambilan keputusan pada uji validitas ini adalah sebagai berikut: jika rhitung positif, serta rhitung > 0,165 , maka butir pertanyaan tersebut valid; jika rhitung tidak positif, serta rhitung < 0,165 , maka butir pertanyaan tersebut tidak valid. nilai rhasil didapat dari hasil perhitungan korelasi pearson product moment antara skor tiap butir pertanyaan dengan skor total. dasar pengambilan keputusan pada uji reliabilitas adalah sebagai berikut: jika cronbach alpha > rtabel, maka dapat dikatakan reliabel; jika cronbach alpha < rtabel, maka dapat dikatakan tidak reliabel. jika cronbach alpha (r alpha) lebih besar dari 0.60, maka dinyatakan reliabel (santoso, 2005:251). tabel 2 uji validitas kuesioner awal no.pertanyaan 1 2 3 4 5 r hitung 0,308 0,335 0,349 0,342 0,460 r tabel 0,165 0,165 0,165 0,165 0,165 kesimpulan valid valid valid valid valid no.pertanyaan 6 7 8 9 10 r hitung 0,313 0,372 0,453 0,294 0,531 r tabel 0,165 0,165 0,165 0,165 0,165 kesimpulan valid valid valid valid valid sumber: hasil pengolahan validitas menggunakan spss 16.0 86 journal the winners, vol. 11 no. 1, maret 2010: 81-93  tabel 3 uji validitas kepentingan atribut no.pertanyaan 1 2 3 4 5 6 r hitung 0,490 0,538 0,323 0,602 0,412 0,419 r tabel 0,088 0,088 0,088 0,088 0,088 0,088 kesimpulan valid valid valid valid valid valid tabel 4 hasil uji realibilitas kuesioner awal reliability statistics cronbach's alpha cronbach's alpha based on standardized items n of items .701 .722 10 tabel 5 hasil uji realibilitas kepentingan atribut reliability statistics cronbach's alpha cronbach's alpha based on standardized items n of items .716 .734 6 analisis penentuan atribut hal pertama agar penelitian ini lebih efektif dilakukan pre test, dengan menggunakan cochran’s q sebagai alat analisis (non-parametric test-k related sample), diperoleh data sebagai berikut: tabel 6 uji cochran q test test statistics n 100 cochran's q 8.293a df 5 asymp. sig. .141 setelah melakukan uji cochran berkali-kali terhadap 10 atribut-atribut yang melekat pada internet service provider (isp), maka hasil akhir diperoleh 6 atribut yang melekat pada internet service provider (isp) dengan nilai cochran’s q sebesar 8.293, di mana q hitung < q tabel, atau 8.293 < 11.070 yang berarti ho diterima untuk menyatakan ke-6 atribut memiliki kemungkinan jawaban ya yang sama untuk semua atribut. dengan kata lain, ke-6 atribut dapat dianggap sah sebagai atribut sebuah internet service provider (isp). enam atribut internet service provider (isp) tersebut adalah service, network reliability, speed, coverage area, price, dan features. penerapan model.....(robertus tang herman) 87 averaged (rms) over matrices stress = .19642 rsq = .78964 configuration derived in 2 dimensions stimulus coordinates dimension stimulus stimulus 1 2 number name 1 speedy .0441 1.1032 2 firstmed .2071 .8864 3 cbn -1.5263 -1.0895 4 netzap 1.2750 -.9001 analisis posisi broadband isp secara relatif terhadap pesaingnya pendekatan non atribut memberikan kebebasan kepada responden untuk menyatakan persepsinya terhadap tingkat kemiripan antar stimulus (merek broadband isp) tanpa terikat oleh atribut yang telah ditentukan. dalam penelitian ini, akan digunakan pembuatan dengan menggunakan dua dimensi dengan mempertimbangkan beberapa faktor diantaranya adalah kemudahan penggunaan dua dimensi lebih tinggi dibandingkan denga tiga dimensi atau lebih. selain itu, interpretasi data dan konfigurasinya lebih mudah dilakukan dengan 2 dimensi (tabel 7). tabel 7 configuration derived in two dimensions berdasarkan hasil pengolahan data persepsi konsumen dengan menggunakan program mds, diperoleh peta posisi broadband isp dengan nilai stress sebesar 0,19642 dan index of fit (r²) sebesar 78,964%. berdasarkan pedoman nilai stress menurut johnson & wichhern (1982) termasuk dalam kategori “fair” (cukup) dan nilai index of fit sebesar 78,964% dikatakan telah memenuhi kelayakan (index of fit dikategorikan layak jika > 60%) (malholtra,1996). stimulus coordinates menunjukkan koordinat peta posisi dari masing-masing broadband isp yang dinyatakan dalam 2 dimensi. nilai tersebut menunjukkan kemiripan dan jarak nilai kedekatan antar merek broadband isp. dari stimulus coordinates ini, kemudian dinyatakan dalam konfigurasi peta posisi broadband isp yang dapat dilihat pada gambar 1. gambar 1 peta persepsi non-atribut broadband isp 88 journal the winners, vol. 11 no. 1, maret 2010: 81-93  pada gambar 1, terlihat bahwa merek speedy ternyata mempunyai keimiripan dengan firstmedia karena letaknya berdekatan dan berada dalam kuadran yang sama. sedangkan merek cbn dan netzap teletak jauh antara satu dengan yang lainnya, dengan kata lain kedua merek tersebut berbeda dengan pasangan merek yang lain. hasil analisis dari sudut dimensi 1 dan 2 dapat diuraikan sebagai berikut. pertama, dimensi 1, yaitu (1) speedy, firstmedia, netzap memiliki satu posisi golongan merek yang mempunyai kemiripan relatif sama; dan (2) sedangkan cbn memiliki posisi yang berbeda dengan pasangan kelompok lainnya. kedua, dimensi 2, yaitu (1) speedy dan firstmedia memiliki satu posisi golongan merek yang relatif sama; dan (2) sedangkan cbn dan netzap memiliki posisi berbeda dengan pasangan kelompok lainnya. ketiga, baik dilihat dari dimensi 1 maupun dimensi 2, responden menganggap bahwa speedy dan firstmedia memiliki kemiripan satu sama lain (dalam artian speedy mirip dengan firstmedia dan sebaliknya firstmedia mirip dengan speedy) sehingga merek firstmedia merupakan pesaing terdekat speedy begitu juga sebaliknya. sedangkan cbn dan netzap berbeda dengan yang lainnya. gambar 2 scatterplot of linear fit pendekatan non atribut juga mengukur tingkat homogenitas persepsi responden, dengan membandingkan antara bobot persepsi individu dengan bobot persepsi agregat. tingkat homogenitas persepsi ini ditunjukkan oleh grafik scatterplot of linear fit terlihat bahwa titik-titik koordinat membentuk kelompok koordinat yang konfigurasinya membentuk garis dari kiri bawah ke kanan atas. hal ini menunjukkan bahwa responden memiliki sikap homogen terhadap kemiripan antar merek broadband isp. gambar 3 derived subject weights penerapan model.....(robertus tang herman) 89 grafik derived subject weights menjelaskan tentang keselarasan responden dalam memberikan penilaian kemiripan. pada gambar 3, terlihat posisi ke 348 responden dapat dibentuk sebuah kelompok di bagian kanan bawah grafik menunjukkan bahwa penilain responden terhadap keempat merek broadband isp menunjukkan suatu konsistensi. berdasarkan nilai output yang dihasilkan spss, diperoleh nilai rata-rata bobot dimensi dari semua responden (subject weight). bobot dimensi ini menunjukkan nilai yang diberikan responden dalam melakukan pembedaan terhadap stimulus untuk setiap dimensi. nilai rata-rata bobot dimensi tersebut adalah sebagai berikut (1) dimensi 1 memiliki nilai bobot sebesar 0,4815; dan (2) dimensi 2 memiliki nilai bobot sebesar 0,1398. nilai rata-rata di atas menunjukkan bahwa nilai dimensi 1 lebih besar dari nilai rata-rata dimensi 2, yang berarti responden lebih mementingkan (cenderung menggunakan) dimensi 1 dibandingkan dimensi 2 dalam menentukan kemiripan antar merek (stimulus). analisis persepsi atribut yang melekat pada setiap merek broadband isp dalam pendekatan non atribut yang menghasilkan output peta persepsi non atribut hanya dapat memberikan informasi bahwa di antara merek-merek broadband isp tersebut memiliki kemiripan yang tergambar dalam posisi masing-masing merek dalam peta. namun, pada peta persepsi non atribut belum mampu memberikan dalam hal apa saja (atribut) merek-merek tersebut mengalami kemiripan (berdekatan). oleh karena itu, dibutuhkan penggunaan pendekatan atribut yang dapat membantu memperoleh informasi tersebut. dalam penelitian ini, analisis atribut dilakukan dengan menggunakan prosedur image mapping. data penilaian atribut merek-merek dijadikan dasar pembuatan image mapping. di dalam penelitian ini, digunakan bantuan nilai rata-rata (mean), yaitu dengan menjumlahkan pada setiap merek berdasarkan atribut yang telah dinilai oleh responden dengan skala 1 sampai 5 titik, di mana angka 1 menunjukkan sikap yang negatif dan angka 5 menunjukkan sikap yang positif. tabel 8 nilai rata-rata (mean) penilaian atribut oleh responden service speed price network reliability coverage area features speedy 3.50 3.42 3.02 3.54 3.79 4.01 firstmedia 2.96 3.32 3.41 3.58 2.91 3.98 cbn 3.40 2.70 2.79 2.72 3.68 3.20 netzap 2.83 3.29 3.32 2.89 1.99 2.90 berdasarkan tabel 8, dapat diperoleh sebuah pemetaan citra (image mapping) yang terdiri dari 6 atribut, masing-masing atribut memiliki nilai rata-rata (mean) untuk tiap merek yang diwakili oleh garis dengan warna-warna tertentu. berikut ini adalah keterangan garis yang dipakai (1) warna merah, mewakili merek broadband isp speedy, (2) warna biru, mewakili merek broadband isp firstmedia, (3) warna hijau, mewakili merek broadband isp cbn, dan (4) warna ungu, mewakili merek broadband isp netzap. dalam langkah selanjutnya, angka-angka kinerja atribut akan divisualisasikan ke dalam peta citra (image mapping) dengan menggunakan warna-warna yang telah dipilih untuk merepresentasikan setiap merek. hasil image mapping dapat dilihat pada gambar berikut (gambar 4). 90 journal the winners, vol. 11 no. 1, maret 2010: 81-93  gambar 4 image mapping berdasarkan peta persepsi non atribut (gambar 1) dan peta atribut yang dihasilkan melalui image mapping (gambar 4), dapat dilihat posisi antar merek broadband isp secara lebih jelas. hasil interpretasi kedua peta tersebut sebagai berikut. pertama, dimensi 1 pada persepsi non atribut menunjukkan bahwa merek broadband isp speedy, firstmedia dan netzap bersaing satu sama lainnya (posisi berdekatan di mana speedy, firstmedia dan netzap berada pada kuadran yang sama) sedangkan merek cbn berada posisi yang berbeda dengan merek lainnya. namun, pada peta persepsi non atribut tidak dapat menjelaskan dalam atribut-atribut apa merek-merek tersebut bersaing berdasarkan persepsi konsumen. oleh karena itu, peta atribut yang dihasilkan image mapping dapat membantu dengan interpretasi “ pada atribut speed (kecepatan) dan price (harga) terlihat garis berwarna merah, biru dan ungu berada pada posisi yang berdekatan. hal ini menunjukkan speedy, fisrtmedia dan netzap menempati posisi yang berdekatan, yang berarti pada atribut speed (kecepatan) dan price (harga) ketiga merek broadband isp tersebut saling bersaing.” kedua, dimensi 2 pada peta persepsi non atribut menunjukkan bahwa merek broadband isp speedy dan firstmedia berada pada posisi kuadran yang sama sehingga kedua merek tersebut saling bersaing. sedangkan merek broadband isp cbn dan netzap berada pada posisi yang berbeda dengan kelompok merek pertama. namun, dengan menggunakan image mapping dapat dilihat lebih jelas dalam atribut-atribut apa saja mereka bersaing. hasil interpretasi image mapping adalah “pada atribut network reliability (keandalan jaringan), terlihat garis berwarna merah dan biru saling berdekatan. hal ini menunjukkan merek speedy dan firstmedia menempati posisi yang berdekatan, yang berarti pada atribut network reliability (keandalan jaringan) kedua merek tersebut bersaing. begitu pula dengan atribut network features (fitur-fitur), di mana posisi speedy dan firstmedia juga saling berdekatan yang mengindikasikan kedua merek tersebut saling bersaing.” ketiga, selain pasangan merek tersebut, image mapping juga menunjukkan posisi merekmerek lain yang juga bersaing cukup dekat, namun tidak tercermin dalam peta persepsi non atribut. pada atribut service (layanan) dan coverage area (jangkauan area), terlihat garis berwarna merah dan hijau berada pada posisi yang berdekatan. hal ini menunjukkan merek broadband isp speedy dan cbn bersaing secara dekat pada atribut service (layanan) dan coverage area (jangkauan area). penerapan model.....(robertus tang herman) 91 berdasarkan hasil image mapping yang telah diuraikan diatas, dapat diketahui bahwa peta persepsi non atribut mengindikasikan merek-merek yang saling bersaing dan image mapping menjelaskan dalam atribut apa saja merek-merek tersebut bersaing berdasarkan persepsi konsumennya. dengan demikian, merek broadband isp yang memiliki posisi berdekatan pada atribut tertentu dapat dilakukan penentuan positioning nya. posisi broadband isp relatif terhadap persaingan berdasarkan persepsi konsumen yang diinterpretasikan pada hasil image mapping menunjukkan bahwa (1) merek speedy, firtsmedia dan netzap bersaing satu sama lainnya pada atribut speed (kecepatan) dan price (harga); (2) merek speedy dan firstmedia bersaing satu sama lainnya pada atribut network reliability (keandalan jaringan) dan features (fitur-fitur); dan (3) pada atribut service (layanan) dan coverage area (jangkauan area), merek speedy dan cbn saling bersaing satu dengan lainnya. positioning broadband isp positioning yang akan dijelaskan dalam penelitian ini mengenai masing-masing merek broadband isp, dapat dilihat dari hasil image mapping (gambar 4). speedy, berdasarkan hasil data responden mendapatkan nilai yang positif hampir pada seluruh atribut namun kurang pada atribut price (harga). firstmedia, berdasarkan hasil data responden mendapatkan nilai yang positif pada atribut speed (kecepatan), price (harga), network reliability (keandalan jaringan), features (fiturfitur). sedangkan cbn, berdasarkan hasil data responden mendapatkan nilai yang positif pada atribut service (layanan), coverage area (jangkauan area), features (fitur-fitur). dan pada merek broadband netzap, berdasarkan hasil data responden mendapatkan nilai yang positif pada atribut speed (kecepatan) dan price (harga). berdasarkan image mapping yang telah terbentuk barulah dapat diperbandingkan positioning yang dijalankan perusahaan melalui persepsi konsumen terhadap merekmerek broadband isp. tinjauan positioning broadband isp tinjauan yang dilakukan terhadap positioning setiap merek broadband isp yang menjadi objek penelitian ini adalah selain untuk mengevaluasi upaya positioning yang telah dilakukan sampai saat ini juga untuk menghasilkan kesimpulan apakah perlu dilakukan suatu repositioning atas produk tersebut. melalui tinjauan positioning yang dilakukan, positioning yang dilakukan oleh broadband isp speedy, firstmedia dan netzap sudah tepat sehingga perusahaan dapat terus menjalankan positioning yang ada saat ini. sedangkan melalui tinjauan positioning yang dilakukan, positioning yang dilakukan cbn kurang tepat. hal ini ditunjukkan berdasarkan positioning yang dimiliki cbn yaitu kualitas layanan sesuai dengan persepsi responden. namun, pada atribut keandalan jaringan yang tinggi tidak sesuai dengan persepsi responden. oleh karena itu perusahaan akan lebih baik melakukan perbaikan terhadap positioning yang ada saat ini. implikasi hasil penelitian berdasarkan penelitian yang dilakukan, penulis ingin mengetahui bagiamana posisi masingmasing merek broadband isp berdasarkan peta persepsi (perceptual map) yang dihasilkan oleh responden di wilayah jakarta. dengan meninjau bagaimana positioning yang dilakukan perusahaan dengan persepsi responden, maka dapat diketahui apakah positioning yang dilakukan perusahaan ini sudah tepat. setelah analisis dilakukan, maka didapatkan peta posisi non atribut yaitu merek broadband isp speedy memiliki kemiripan satu sama lain dengan broadband isp firstmedia. sehingga kedua merek tersebut merupakan pesaing terdekat. sedangkan merek isp cbn dan netzap berbeda dengan lainnya. sedangkan pada peta posisi atribut, diketahui bahwa atribut yang paling dominan dalam pemilihan sebuah merek broadband isp adalah atribut price (harga) dan speed (kecepatan). 92 journal the winners, vol. 11 no. 1, maret 2010: 81-93  simpulan berdasarkan hasil pengolahan data dan analisis data yang telah dilakukan, maka dapat disimpulkan sebagai berikut. berdasarkan analisis peta persepsi non atribut, terdapat 2 dimensi. pertama, dimensi 1, yaitu (1) speedy, firstmedia, netzap memiliki satu posisi golongan merek yang mempunyai kemiripan relatif sama; (2) sedangkan cbn memiliki posisi yang berbeda dengan pasangan kelompok lainnya. kedua, dimensi 2, yaitu (1) speedy dan firstmedia memiliki satu posisi golongan merek yang relatif sama; (2) sedangkan cbn dan netzap memiliki posisi berbeda dengan pasangan kelompok lainnya. ketiga, baik dilihat dari dimensi 1 maupun dimensi 2, responden menganggap bahwa speedy dan firstmedia memiliki kemiripan satu sama lain (dalam artian speedy mirip dengan firstmedia dan sebaliknya firstmedia mirip dengan speedy), sehingga merek firstmedia merupakan pesaing terdekat speedy begitu juga sebaliknya. sedangkan cbn dan netzap berbeda dengan yang lainnya. pendekatan atribut dilakukan dengan image mapping, di mana dapat memberikan dan menunjukkan dalam hal apa saja merek-merek tersebut mengalami kemiripan (bersaing), hasilnya sebagai berikut (1) merek speedy, firtsmedia dan netzap bersaing satu sama lainnya pada atribut speed (kecepatan) dan price (harga); (2) merek speedy dan firstmedia bersaing satu sama lainnya pada atribut network reliability (keandalan jaringan) dan features (fitur-fitur); (3) pada atribut service (layanan) dan coverage area (jangkauan area), merek speedy dan cbn saling bersaing satu dengan lainnya. dengan melakukan tinjauan perbandingan positioning antara positioning yang disampaikan oleh perusahaan dengan positioning hasil penelitian, didapatkan hasil sebagai berikut (1) pada merek broadband isp speedy, terdapat kesesuaian antara positioning yang dilakukan perusahaan dengan positioning hasil penelitian, yaitu pada atribut speed (kecepatan) dan service (kualitas layanan); (2) pada merek broadband isp firstmedia, terdapat kesesuaian antara positioning yang dilakukan perusahaan dengan positioning hasil penelitian, yaitu pada atribut speed (kecepatan) dan price (harga); (3) pada merek broadband isp cbn, terdapat kesesuaian antara positioning yang dilakukan perusahaan dengan positioning hasil penelitian, yaitu pada atribut service (kualitas layanan). tetapi, juga terdapat gap antara positioning yang disampaikan perusahaan dengan positioning pada hasil penelitian ini, yaitu pada atribut network reliability (positioning yang disampaikan perusahaan) dengan atribut coverage area (positioning cbn pada penelitian ini); (4) pada merek broadband isp netzap, terdapat kesesuaian antara positioning yang dilakukan perusahaan dengan positioning hasil penelitian, yaitu pada atribut speed (kecepatan) dan price (harga). berdasarkan hasil analisis positioning dan persepsi konsumen yang dilakukan dalam penelitian ini, maka saran yang dapat diberikan oleh peneliti adalah sebagai berikut. pertama, perusahaan speedy merupakan market leader dalam industri penyedia jasa layanan internet di indonesia. berdasarkan hasil penelitian, firstmedia mempunyai posisi yang sangat baik dan merupakan pesaing terdekat speedy. oleh karena itu, speedy harus memperhatikan dan terus memantau pesaing terdekatnya untuk mengantisipasi perpindahan pelanggan. kedua, pelanggan jasa layanan internet (isp) di indonesia mengutamakan atribut price (harga) dan speed (kecepatan) dalam menentukan persepsinya. speedy sangat unggul dalam atribut kecepatan dibandingkan merek lainnya sehingga harus terus mempertahankan strategi saat ini. namun, pada atribut harga, firstmedia berada di atas speedy. oleh karena itu, speedy harus berusaha memperbaiki kualitas harga yang ditawarkan agar dapat unggul dari pesaingnya dan mempertahankan posisi sebagai market leader. ketiga, perusahaan speedy disarankan untuk mempertahankan positioning yang ada saat ini karena sudah sesuai dengan persepsi konsumen. namun, sehubungan dengan peningkatan pangsa pasar yang diiringi peningkatan jumlah pelanggan, disarankan perusahaan harus memperbaiki kemampuan bersaing harga dan keandalan jaringan serta terus memantau posisi dan mengidentifikasi kesenjangan posisi secara berkala untuk menghindari terjadinya kesalahan postioning. penerapan model.....(robertus tang herman) 93 daftar pustaka hasan, a. (2009). marketing, edisi baru, yogyakarta: pt media pressindo. kasali, r. (2007). membidik pasar indonesia: segmentasi, targeting, positioning, cetakan kedelapan, jakarta: pt gramedia pustaka utama. kertajaya, h. (2004). hermawan kertajaya on differentiation: seri 9 elemen marketing, bandung: markplus&co dan pt mizan pustaka. kotler, p., dan armstrong, g. (2008). prinsip-prinsip pemasaran, edisi keduabelas, jakarta: erlangga. lab manajemen ekonomi, fakultas ekonomi jurusan manajemen. (2008). modul praktikum lab statistik, jakarta: universitas bina nusantara. prasetijo, t., dan ihalauw, j.j. (2005). perilaku konsumen, yogyakarta: andi offset. rangkuti, f. (2008). the power of brands, jakarta: pt gramedia pustaka utama. simamora, b. (2005). analisis multivariat pemasaran, jakarta: pt gramedia pustaka utama. simamora, b. (2008). panduan riset perilaku konsumen, cetakan ketiga, jakarta: pt gramedia pustaka utama. sugiyono. (2008). metode penelitian kuantitatif, kualitatif dan r&d, cv alfabeta. sukandarrumidi. (2006). metodologi penelitian: petunjuk praktis untuk peneliti pemula, yogyakarta: gajah mada university press. umar, h. (2005). riset pemasaran dan perilaku konsumen, jakarta: pt gramedia pustaka utama. microsoft word 04 jaslin_edit_setting 142 journal the winners, vol. 12 no. 2, september 2011: 142-153 a cross-cultural web usability analysis of asian countries’ official tourism websites jaslin md. dahlan1; awang rozaimie awang-shuib2 1faculty of business management, universiti teknologi mara johor, malaysia 2faculty of business management, universiti teknologi mara sarawak, malaysia abadiat@yahoo.com abstract demands for tourism websites from worldwide providers is now surging. it is a quality measurement of advertising, information providing and persuasive marketing all in one. the evaluation of website’s usability illuminates the specific strengths and weaknesses of each websites studied. a selection of 39 asian countries was studied. a criterion for selection was for the country to have an official tourism website hosted and managed by a government agency. this non-commercial study is to ensure the reliability of information. a walkthrough content analysis method was used for the evaluation. the month-long evaluation experiments the seven elements of webs’ features and functions with 44 attributes. results were varied with highest and lowest scores were tabulated and discussed. tourism websites that scored the highest overall and categorical sections obviously placed tourism as their main industry of the economy. the study is limited by the availability of the websites during the evaluation period. no re-evaluation on another date was done, as to avoid biasness. keywords: website usability, travel, tourism, content analysis abstrak permintaan website pariwisata dari penyedia seluruh dunia kini sedang melonjak. ini merupakan ukuran kualitas periklanan sekaligus penyediaan informasi dan pemasaran persuasif. evaluasi kegunaan website menyorot kekuatan dan kelemahan tertentu dari masing-masing website yang dipelajari. 39 negara asia yang terseleksi telah dipelajari dengan kriteria memiliki website pariwisata resmi yang disediakan dan dikelola oleh badan pemerintah. penelitian non-komersil ini bertujuan untuk menjamin keandalan informasi. sebuah panduan metode analisis konten digunakan untuk evaluasi. evaluasi selama sebulan ini mengujicobakan tujuh unsur fitur web dan fungsi dengan 44 atribut. hasilnya bervariasi dengan nilai tertinggi dan terendah ditabulasi dan dibahas. website pariwisata yang mencetak nilai keseluruhan dan kelompok tertinggi menempatkan pariwisata sebagai industri utama perekonomian mereka. penelitian ini dibatasi oleh ketersediaan situs selama periode evaluasi. tidak ada evaluasi ulang yang dilakukan pada waktu lain untuk menghindari keberpihakan. kata kunci: kegunaan website, perjalanan, pariwisata, analisis isi a cross-cultural web..... (jaslin md. dahlan; awang rozaimie awang-shuib) 143 introduction the use of internet among frequent travelers and potential travelers is increasing. 70% of them use the internet (travel industry association of america, 2007) for planning purposes. frequent travelers have a higher tendency to use the internet for planning activities, searching for maps and directions and looking for places to stay. potential travelers use the internet to find out information about any countries, cities, theme parks or beaches in a click. they do not have to engage in any interactions with a sales person or be limited by the different time zone. some tourism websites even have pictures and videos of attractive places to visit. usable websites are websites that are easy to use, have simple navigation features, provide useful information and enable users to seek further clarification from the website provider for issues they have. attractive websites are websites that are colorful, not overloaded with advertisements, and have good text layout, appropriate font size and type, and lots of images. different types of websites cater for different target audiences with different usage purposes. an entertainment website will have contrast colors, attractive multimedia contents, music videos and interviews, information about celebrities, gossips and many other features. it is more likely designed to cater for the younger audiences. a news portal, on the other hand, will be more serious and formal looking. it will have useful information, latest news updates, multimedia contents, videos and interviews and minimal use of colors. unfortunately, a tourism-related website is not as straightforward as those examples above. one major reason is because a tourism website will have audiences from around the world. it is not possible to have one website to sell to all. a common problem is the language because 80% of tourism websites are in english. travel and tourism providers utilize the internet to market their products because it operates 24-7 hour; has no-boundary coverage; is able to put a massive amount of information on the web. in comparison to prints, electronic media or billboards, internet offers almost no-cost promotions on social networking platforms available. airline companies reported fewer sales from travel agents in the past decade. the convenience of online search and making reservations is no compromise. tourism websites are visited at all stages of travel purchase, namely: pre-purchase, purchase and post-purchase. during the pre-purchase stage, websites are consulted for ideas, planning and decision making on travel. official tourism websites are viewed in getting a rough idea of what each destination has to offer. attractive websites with lots of useful information are often appreciated. comments and testimonies from past travelers made in the forum or guestbook of the tourism websites are always useful too. actual travel-provider websites – for example, websites of airlines, hotels, car rentals, train ticket and even theme parks – are often visited during the purchase stage. at the postpurchase stage, travelers are either happy or not with their visits. they then will leave comments and views in tourism-related forum or discussions boards or even facebook. website usability evaluation the art of evaluating websites usability was pioneered by jakob nielsen, the world’s leading expert on web usability (us news and world report, 2000). he has listed good design attributes that should be considered by website designers. ironically, designers think that those standard guidelines will make websites boring and not so attractive. the website evaluation is drawn upon prior research, broadly classified into four complementary research areas (wang and liu, 2007). the first focused on website functionalities (e.g. design, hypertext links, and response time and search engines) and content. they include functional 144 journal the winners, vol. 12 no. 2, september 2011: 142-153 and navigational issues like speed, ease of navigation, content and style, and contact information. navigation simply means the ability to move around the website and pages. they are usually represented by hyperlinks or tabs. a high usability website should enable users to move around the website and move from one page to another; have similar links or tabs on all those pages, throughout the website. the second focus is how the authors (not designers) consider the information quality, systems quality, service quality and attractiveness are essential to the website. it is common that authors and designers are two different groups of people. authors are owners of the website, in this study would be official tourism agency. designers on the other hand, may be part of the agency (as a staff) or engaged as an external contractor. both the parties may have different ideas on what should and must be available on the particular website. the third focus highlighted service quality as a fundamental aspect of the overall quality of the website. emphasizes are put onto its reliability, responsiveness, assurance, empathy and tangibility. in marketing, these are closely related to customer service and support. unlike the physical organization, the website lacks personalized service to its audiences. however, more interactive interactions are made possible online, including features like online feedback, search function, email, and access through social networking portals like facebook and twitter. the fourth focus is customers’ perceptions of a website quality. studies have included perceptual opinions from customers on their experience with a website, in terms of quality of information, responsiveness, friendliness and reliability. there are many terms used to describe the usability and effectiveness of a website which are often wrongly used. a usable website does not necessarily mean an effective website. according to iso 9241-11 (huang et al., 2006), usability is defined as an extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use. effectiveness here means how the website is able to fulfill users’ goals in using the website. in our study, the users visit the websites to gather tourism-related information. when they are able to find some information about attractive locations to visit, where to stay, how to go there, weather, exchange rate, events and celebrations, they will find that the website is able to fulfill their goals in making that searches. moreover, when the website is able to provide more information and services expected, the users’ positive perception of the website will increase. efficiency means how accurate and extensive the website is able to meet users’ goals. an example is a website that provides online services in making bookings and reservations for hotels, airlines tickets, theatre, theme parks, and many others. satisfaction refers to the perceived quality by users, not feeling discomfort and have positive attitude towards the use of the website. in this study, the usability evaluations were based on the websites’ features and functions. purpose of the study important questions remained unanswered in deciding what a usable and/or effective website contributed. designers and authors fail to understand whether there should be any difference between websites of different industries and target users (audiences), between commercial and informationbased websites. how about tourism-based websites? does official tourism websites have the same kind of information, design, features and functions like a commercial travel-provider websites, like airlines, hotels or even theme parks like walt disney world resort? a cross-cultural web..... (jaslin md. dahlan; awang rozaimie awang-shuib) 145 this study attempts to understand the importance of elements that tourists seek to find in a tourism website. a selection of international-level official tourism websites was assessed from the perspective of web technological features and functions to demonstrate its usefulness. official tourism websites were selected because they are commonly owned and managed by a government agency and they exist to promote the country’s tourism. they will continue to exist for a longer period of time compared to non-official ones. most of the official tourism websites are well managed and reliable information are provided. they are hosted on paid web-hosting hosts and this ensures the seriousness of the website and its reliability. drawn upon past research which was relevant to website evaluation, an integrated website evaluation framework from the features and functions perspective is formulated. the authors wish to thank kementerian pengajian tinggi malaysia for the sponsorship. dimensions of website usability evaluation overall website is evaluated on three main design/technological elements; ease of navigation, technological creativity and accessibility (perdue, 2001). however, his study focuses on non-tourism websites. the unique feature of tourism websites lies on its global exposure and potential target users. therefore, it is important to understand how users of tourism websites perceive these elements and whether it can attract them to visit the destination. in this study, the usability evaluations were based on the websites’ features and functions of these dimensions: navigation elements, content elements, and accessablity elements. navigation elements kaplanidou and vogt (2004) defined navigation as a successful movement through a website. a good navigational design enables users to find information they need easily from the homepage and any other pages. websites need to provide navigational tools (buttons, links, bar, or tabs) that are easy to learn and are designed to facilitate users to move around. if they are not lost in the pages and yet unable to find the desired information, they will stay longer and eventually make purchases. the following are the attributes of navigation elements: (1) easy to find attractive information; (2) navigation bar was present in every page; (3) user friendly; (4) easy to find event information; (5) easy to find accommodation information; (6) having good navigation homepage layout; (7) well-organized navigation bar; (8) able to move through the website; (9) having similar look and feel; (10) easy navigation of the overall website; (11) having search options to assist quick information access. content elements contents are more important than navigation element in tourism websites because users visit a website to find information. websites with bad navigation will not bring a pleasant experience for users but they will revisit if the information is very useful and important enough. an active internet user will learn to use bad-navigated websites as long as the information is of great value. indeed, information should incorporate text and images, video and audio creatively. however, sometimes designers failed to cater for users with slower internet connection. a heavy website with loads of video and multimedia content, will take ages to download (doolin, burgess and cooper, 2002). internet users nowadays are very demanding and they are more experienced that will not wait for more than 30 seconds for a page to load. besides, understanding who the target audiences are is very critical. a website should not be designed for a small group of users or local residences, but also those from other countries with no or minimal knowledge of the website author, the language, the culture and many other issues. some attributes content elements are: (1) text easy to read; (2) clearly written overall information; (3) satisfying contents; (4) thorough listing of destination products and services; 146 journal the winners, vol. 12 no. 2, september 2011: 142-153 (5) useful links; (6) very informative content of destination features; (7) up-to-date travel information such as local news, weather and many others; (8) motivating contents to visit; (9) effective combination of contents and pictures to market the destination; (10) motivating pictures to visit; (11) motivating graphics to keep browsing; (12) clear description of locations/attractions; (13) useful deals and packages information. accessibility elements accessibility issues are seldom overlooked. it simply means the ability of the user to easily find a website through search engines. download time is greatly influenced by various factors, like internet connection, time of day when search is done, amount of graphics and the web browser. if it takes a long time to download a page, the user may likely to switch to other websites. this means a loss of potential business. technically, missing and broken links may also cause frustration to web users. therefore, the article’s author described only these elements. the attributes of accessibility elements are fast-downloaded home page and fast-downloaded sub pages. these attributes were adapted from tourism-related searches. website usage and satisfaction this attribute is adapted from prior research that observed actual user behavior during suited tests. in this study, a lab-controlled test was conducted. several attributes of website usage and satisfaction are: (1) satisfaction with website experience; (2) satisfaction with website quality; (3) website usefulness for trip planning; (4) user’s intention to visit the destination based on website experience. a detailed description of the attributes will be discussed on the method section. responsiveness any service-oriented providers are expected to provide excellent customer service support and should be made available any time. this is further augmented with the use of the internet. users may come from any part of the world at different time zones. malfunction in responding enquiries from potential users timely may lead to a loss of business opportunity. this study utilizes common attributes of responsiveness elements that we deem important in our own search of information: (1) accessibility of service; (2) e-mail service; (3) reply to customers; (4) contact information; (5) online help. interactivity this dimension may mean the same the previous attribute, responsiveness. however, we have separated them because interactivity deals with non-enquiry typed attributes. this includes features for community-based interactions. attributes of interactivity elements are: (1) interactive features; (2) faq; (3) guest book; (4) chat. cultural elements considering the global audiences that the tourism websites are targeted at, this study attempts to evaluate several attributes that is most common in the cultural dimension studies. they are colors, default language, other languages on website, religion, and influence of political leaders (adapted from singh et al., 2008). from the seven dimensions, a total of 44 attributes will form the website usability framework of this study. a cross-cultural web..... (jaslin md. dahlan; awang rozaimie awang-shuib) 147 method sampling this sampling frame for this study includes 38 official tourism websites in the asian region. the region was selected due to the expanding travel and tourism within the region (pata, 2008). travelers come from within and outside the region. initial search through google was conducted. from 45 nations in the region, only 39 have official tourism websites. on the day of the evaluation, the israel website was inaccessible. table 1 lists the 38 countries included in the study. table 1 official tourism websites of various countries no. countries url 1 afghanistan afghanistan.saarctourism.org/ 2 armenia www.armeniainfo.am/ 3 azerbaijan azerbaijan.tourism.az/?/en/ 4 bahrain www.bahraintourism.com/ 5 bhutan www.tourism.gov.bt/ 6 brunei www.bruneitourism.travel/ 7 cambodia www.tourismcambodia.com/ 8 china www.cnto.org/ 9 hong kong www.discoverhongkong.com/ 10 india www.tourisminindia.com/ 11 indonesia www.indonesia.travel/ 12 iran www.itto.org/ 13 japan www.jnto.go.jp/ 14 jordan www.visitjordan.com/ 15 kazakhstan www.kazakhstan-tourist.com/ 16 korea english.visitkorea.or.kr/enu/index.kto 17 kuwait www.kuwaittourism.com/ 18 laos www.tourismlaos.org/ 19 lebanon www.lebanon-tourism.gov.lb/ 20 malaysia www.tourism.gov.my/ 21 maldives www.visitmaldives.com/ 22 myanmar www.myanmar-tourism.com/ 23 nepal www.tourism.gov.np/ 24 oman www.omantourism.gov.om/ 25 pakistan www.tourism.gov.pk/ 26 philippines www.tourism.gov.ph/ 27 qatar www.qatartourism.com/ 28 russia www.russia-travel.com/ 29 singapore www.yoursingapore.com/ 30 sri lanka www.srilankatourism.org/ 31 syria www.syriatourism.org/ 32 taiwan www.taiwantourism.org/ 33 thailand www.tourismthailand.org/ 34 turkey www.tourismturkey.org/ 35 united arab emirates www.dubaitourism.ae/ 36 uzbekistan www.uzbektourism.uz/en/ 37 vietnam www.vietnamtourism.com/ 38 yemen www.yementourism.com/ data collection method this study employs two methods of data collection. first is conducting website usability evaluation. an expert evaluator with more than 15 years of experience of website development and an 148 journal the winners, vol. 12 no. 2, september 2011: 142-153 avid traveler was engaged in carrying out the evaluation. this is a common method in doing website evaluation. prior research that utilized actual users as evaluators or multiple may not have the same opinions and understandings of the attributes in the study. those evaluators may not have the same web experience with each other. therefore, a solo expert evaluator will just do the job well. the second part of the data collection method is a lab-controlled session with actual users. they are 50 final-year undergraduate students of a local university in southern malaysia. the lab test was conducted to evaluate the users’ satisfaction of random selected websites, mentioned in table 1. few of the samples were tested twice. to be fair, the study has to re-assign websites that are more prominent (countries that are likely to be visited) to those evaluators. in both evaluations, checklist was used. evaluators scored each website according to 4 points scoring system (table 2). the whole study was conducted in a month’s period, from june 2010 to july 2010. table 2 scoring system points scores 1 not available 2 available; only text links 3 available; prominent feature, use of graphics and colors 4 available; outstanding feature, multimedia content/element results and discussion in this section, results of this analysis points out the nature and attributes of the websites attending different dimensions. navigation elements figure 1 shows that the extent of navigation elements in the 38 websites varies. out of the maximum 44 points from this element, the highest score is 33, which is 80%. this is better than the commercial websites studied by huang et al. (2006). the websites nowadays are better designed and properly laid out. twenty five websites scored 33 points. figure 1. navigation elements (by country) the lowest scores came from 5 countries: azerbaijan, bhutan, kuwait, laos and qatar. they each scored 22. china scored the full score, 4, for the attribute of having similar look and feel. with an average score of 3, the websites studied placed much emphasis on the navigation element. they have navigation in their websites more than hyperlinks. as mentioned before, navigation is not the main concern in website usability evaluation. a cross-cultural web..... (jaslin md. dahlan; awang rozaimie awang-shuib) 149 content elements out of the maximum 52 points from this element, the highest score is 45, which is an encouraging 90%. this proved that these websites are almost perfect in accordance with attributes of content elements. surprisingly, only armenia scored the 45 points; followed by russia, singapore and thailand with 44 points. lowest scores came from 4 countries: azerbaijan, bhutan, kuwait and laos. they each scored 26, 50% weaker than the maximum score. with an average score of 3.5, the websites studied did well in ensuring quality information are made available to potential tourists to their country. more than a dozen nations have links to social networking platform. this enhances their presence in the cyber world. accessibility elements out of the maximum 8 points from this element, the highest score is 6, which is a satisfying 80%. the websites studied placed much emphasis on the accessibility element. only three nations scored the lowest, they are: china, kuwait and laos. according to the evaluator, accessibility element was the most challenging. the evaluator needed time give a standard download duration for each website in order to be fair. also, the evaluator had to control the time of the evaluation day conducted. since the evaluator used a networked internet connection, the connection was slower during peak-office hours. so the evaluator limited the evaluation only on weekends, from 10 a.m. to 2 p.m., for one month period. website usage and satisfaction the websites studied created the highest score of 16, which is 100% perfect. this is to proof that these websites are almost perfect according attributes of website usage and satisfaction (figure 2). the lowest scores of 8 came from 5 countries: bhutan, kuwait, laos, qatar and vietnam. they each scored 8, 50% weaker than the maximum score. one of the attributes, “user’s intention to visit the destination based on website experience” scored a high mean score of 3.1. the top scores websites did have enticing photos and videos of the countries’ most beautiful tourist attractions. figure 2. website usage and satisfaction score 0 2 4 6 8 10 12 14 16 18 a fg h an is ta n b ah ra in b ru n ei h o n g  k o n g ir an k az ak h st an la o s m al d iv es n ep al p h ili p p in es si n ga p o re ta iw an u a e ye m en score 150 journal the winners, vol. 12 no. 2, september 2011: 142-153 responsiveness elements out of the maximum 20 points from this element, the highest score is 13, which is 70%. this is to denote that few of these websites almost failed to respond to queries sent by the evaluator and was given as much as a month for the reply. this is rather shocking. all except china, kuwait and laos have at least an email or contact information mentioned in the websites. more than 50% of the 38 countries do not even reply to queries sent through the online feedback form, chat room or email. few reply within hours of query made, they are tourism websites of: malaysia, indonesia, thailand and india. interactivity elements as in figure 3, the highest score is 12 out of the maximum 12 points from this element, which is an encouraging 100%. this is to proof that the websites placed high necessity on this attribute. a dozen have links with popular social networking platforms (facebook and twitter). they are tourism websites of: thailand, bhutan, indonesia, korea, kuwait, malaysia, maldives, mongolia, oman, singapore, taiwan and yemen. surprisingly countries that scored lowest in the both responsiveness and interactivity elements are actually more connected than others. however, they failed to utilize the connectivity to enhance their navigation, content and website usage. figure 3. interactivity elements score cultural elements this is the additional element that was added to explore the amount of cultural cues available on the 38 websites. color – almost all websites studied uses white background. they are very easy on the eyes and able to make the colorful text more readable. interestingly, hong kong uses a black background but it is compromised with white colored text. languages – by default, all except armenia’s, kuwait’s and vietnam’s websites use english. however selections of other languages are also made available. from many popular languages of the world, mandarin was offered in 12 websites (figure 4) since it is the most spoken language in the world after english. 0 2 4 6 8 10 12 14 16 18 a fg h an is ta n b ah ra in b ru n ei h o n g  k o n g ir an k az ak h st an la o s m al d iv es n ep al p h ili p p in es si n ga p o re ta iw an u a e ye m en score a cross-cultural web..... (jaslin md. dahlan; awang rozaimie awang-shuib) 151 figure 4. other languages available on the websites this also proves that most of the countries target to grab mandarin-speaking tourists to their countries. the country with the most language offered on their website is thailand, with 21 choices; korea and pakistan with 9 choices of languages. jordan has 8 choices, japan has 7 and both indonesia and hong kong each offered 6 different languages. interesting to note that the hong kong’s website even has a malay translation offered. religion – most of the websites except bangladesh, bhutan, myanmar, philippines, qatar, taiwan, turkey, uzbekistan and yemen do not mention or have links to any religion-related matters. overall by countries – thailand (figure 5) scored the highest with 128 points, 82% of the perfect score. then, russia and singapore with 117 points each (75%). the lowest is kuwait (figure 6) with 72 points or 46%, a failure. other websites that failed to score at least 50% are azerbaijan and bhutan. figure 5. screen shot of thailand’s official tourism website arabic  6% french  15% german 12% hindi 5% italian 11% japanese 12% malay  3% mandarin  19% russian  6% spanish 11% 152 journal the winners, vol. 12 no. 2, september 2011: 142-153 figure 6. screen shot of kuwait’s official tourism website conclusions tourism websites are supposed to be designed with many unique elements such as culture, language, color and images used. the 38 studied websites are designed and created with global potential tourist orientation. as much as they want to portray their uniqueness and flavor on those websites, they must also consider the websites’ usability. tourism providers need to afford effective and efficient marketing investments. there are many sources and methods of persuading consumers towards making decisions on their potential tourism destinations. according to this study, tourism websites vary significantly by their persuasiveness. tourism providers and designers who wish to make an impact in propensity to visit their destinations may want to pay particular attention to basic website elements. basic elements impact on website credibility which may result in a decision to visit, or a need to continue the information search. it should be noted that there are many travel purposes which include weekend getaways, honeymoon, family excursion, nature and adventure, medical tourism, religion pilgrimage and many others. further studies may be considered to continue this study by evaluating whether these tourism websites emphasize on the different types of travel purposes and travelers such as young, pensioners, family and many others. it is also important to constantly revisit the websites to see whether changes are made to adapt to users’ preferences. references doolin, b., burgress, l. and cooper, j. 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(2007). usability evaluation of b2c website, wireless communications, networking and mobile computing (wicom) 2007, 3837-3840. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 89 the winners, 22(1), march 2021, 89-95 doi: 10.21512/tw.v22i1.7013 the increase of rural economy at baraka sub-district through village funds abdul karim1*; chalid imran musa2; romansyah sahabuddin3; muhammad azis4 1doctoral student in economic program, universitas negeri makassar jl. ap. pettarani makassar, sulawesi selatan, 90221, indonesia 1department of accounting, stie amkop makassar jl. jl. meranti no.1, pandang, kota makassar, sulawesi selatan 90231, indonesia 2,3,4department of graduate program universitas negeri makassar jl. ap. pettarani makassar, sulawesi selatan, 90221, indonesia 1abdul_karim@stieamkop.ac.id; 2imranmusa1962@gmail.com; 3krtenreng@yahoo.com; 4mazis@unm.ac.id received: 29th january 2021/ revised: 14th march 2021/ accepted: 17th march 2021 how to cite: karim, a., musa, c. i., sahabuddin, r., & azis, m. (2021). the increase of rural economy at baraka sub-district through village funds. the winners, 22(1), 89-95. https://doi.org/10.21512/tw.v22i1.7013 abstract the research aimed to examine the allocation of village funds during the covid-19 global crisis pandemic as well as its benefits to baraka sub-district in enrekang regency, south sulawesi province. it has an area of 159,15 km2 or 8,91% of the accumulated total area of enrekang regency. the research applied was qualitative method with a descriptive analysis approach. it was carried out by collecting data and information from the population taken from 12 villages in the baraka sub-district. the results show that bumdes (village-owned enterprises) fosters rural economic development for all village communities in baraka sub-district and supports national economic growth. in addition, village funds is considered to become a support for meeting the economic needs of the community during the covid-19 pandemic. it is expected that various economic recovery programs will continue, whether they become central, regional, or local village-scale programs, especially in 12 villages in baraka subdistrict. keywords: rural economic, village funds, bumdes i. introduction baraka sub-district is an enrekang regency that has a wide variety of potentials capable of increasing economic growth. one of the potentials in the baraka sub-district is pulu' mandoti endemic rice, which is the only endemic rice in indonesia. the economic potential can be produced by local farmers, in salukanan village, which reaches 70 thousand tons every year. the potential for economic growth from the endemic rice sector in pulu' mandoti is considered quite good because the market price of this rice reaches rp 50.000 per kilogram. the strategy of institutionalizing rural community economic enterprises in baraka subdistrict is seen as important in improving the economy (taufiqurokhman & andriansyah. 2018). the perspective of building the economic sovereignty of rural communities aims to strengthen the competitiveness and bargaining power of the economic objects of the community (karim, 2020c), especially during the current global pandemic (karim, 2020b). this institutionalization has also become a basic need that is structured and targeted when the national economic situation is experiencing inflation, due to covid-19 (karim, 2020e). referring to the principles, values, and opportunities (fitriyani et al. 2018) for institutionalized economic development in rural areas, the strategic choice that can be developed by rural communities is badan usaha milik desa/bumdes (village-owned enterprises) (karim et al., 2020). this business is suitable to be applied in rural areas in all villages in the baraka sub-district area for the several reasons (riskasari & tahir, 2019), namely: 1) the business has a clear and firm constitutional and legal foundation (nasution, erlina, & rujiman, 2018); 2) this is clearly stated in government policies at the national, regional, and village levels (amri, 2019); 3) this position allows the government to strengthen the position of the (husin, 2017) two forms of business institutions through its programs, both short-medium and longterm; 4) this institutional form requires explicitly 90 the winners, vol. 22 no. 1 march 2021, 89-95 the involvement of citizens as active actors in it (adhayanto et al., 2019). based on aspects that are strongly influenced by the contextual situation (social, political, economic, and geographical) in baraka sub-district, the choice of community business institutional forms is of course very contextual to get budget allocations sourced from the village fund (asni, maryunani, & budi, 2013; karim, 2020e). the benefits generated from the use of village funds are used to finance (syahruddin & karim, 2020b). the development and empowerment of rural communities in order to live prosperously (lubis & muda, 2018). the main objectives of the village funds are: 1) poverty alleviation in the village (hehamahua, 2015), 2) the process of equitable development, 3) restraining the rate of urbanization for rural communities (hambali & niode, 2019), and 4) the priority for rural sector development originating from village funds (rimawan et al., 2020). for example, if bumdes is engaged in strengthening commodity production, it can also strengthen its downstream sector by diversifying or downstream products (warsono & ruksamin, 2014). increasing the economy in rural areas in baraka subdistrict in the aspects of production, productivity, and income for rural communities will certainly have a positive impact on the baraka sub-district government (karim, 2020a, 2020d). village funds should be allocated as much as possible to bumdes institutions to drive the rural economy (sumantara et al., 2019). based on the indicative ceiling of transfer funds to the village government in baraka sub-district for the 2021 budget, the village funds is rp 11,78 billion (syahruddin & karim, 2020c). meanwhile, the village fund allocation from the enrekang regency government is rp 5,52 billion. with this village funds, the community can use it according to their needs to increase their productivity and improve the quality of life in the village (yusuf et al. 2019). the realization of village funds supports economic activities in order to keep moving in the community despite the global pandemic (syukur & karim, 2020). ii. methods the research applies a qualitative methods with a descriptive analysis approach. qualitative research intends to understand the phenomena experienced (syahruddin & karim, 2019a) by research subjects. the research aims to examine the allocation of village funds and the benefits to village communities in baraka sub-district. a research location is a place where researchers can see the actual condition of the object to be studied in order to obtain accurate data. the research method is carried out by collecting data and information from the population taken from 12 villages in the baraka sub-district. the data are classified to provide a conclusion from actual events about the benefits of allocating village funds in economic improvement for village communities. iii. results and discussions building from the village is one of the government's commitments to bring just economic equality, which causes the amount of village funds continue to increase every year, including for those in recognition of the rights of indigenous people. to achieve economic equality, the distribution of village funds must be followed by strengthening village institutions, as well as openness in budget management which needs to be developed for improvement. this can be seen from the large ceiling for allocating village funds to 12 villages in baraka subdistrict for the last six years, whose source comes from the state revenue and expenditure budget. table 1 shows the amount of village fund allocation for all villages in the baraka sub-district sourced from the state revenue and expenditure budget. rp 3,36 billion is allocated in 2015, rp 7,46 billion in 2016, and rp 9,55 billion in 2017. meanwhile, during the last three years, the budget allocation has continued to increase, namely rp 10,33 billion in 2018, rp 12,69 billion 2019, and rp 11,98 billion in 2020. this proves the governments’ commitment in improving the welfare of rural communities based on the village sector. the village law mandates that the goal of village development is to improve the welfare of rural communities and the quality of human life as well as alleviate poverty through meeting basic needs such as building village facilities and infrastructure, developing local economic potential, and utilizing natural resources and the environment in a sustainable manner. being sustainable is for the village development to meet current needs without sacrificing the needs of future generations of villages. the use of village funds is prioritized to finance the implementation of cross-sectoral programs and activities in the village development and empowerment of village communities and to provide maximum benefits to the village community in the form of improving the quality of life. moreover, it is to increase welfare and reduce poverty, as well as to improve public services at the village level. from 2015 to 2020, village funds in baraka subdistrict has focused on infrastructure development and provision of facilities (physical) as well as improving the quality of human resources (non-physical) in 12 villages in baraka sub-district. based on table 2, the realization of the village fund budget is used in the 12 villages in baraka subdistrict. from 2015 to 2020, the allocation of village funds in all villages of baraka sub-district remains more dominant in the physical development sector the infrastructure sector, and the provision of facilities than improving the quality of human resources. in the last six years, the allocation of the state revenue and expenditure budget in the baraka sub91the increase of rural economy.... (abdul karim, et al) district was rp 55,29 billion. the infrastructure sector and the provision of facilities have rp 50,98 billion. meanwhile, for the improvement of the quality of human resources, the allocation is quite minimal as it only reaches rp 4,31 billion. the allocation of village funds must improve the life quality of rural communities that can contribute to improving welfare and poverty alleviation for village communities. in addition, village funds should be increasing human resources through labor-intensive activity programs that deal with unemployment problems in villages by creating new jobs. the village income and expenditure budget are the responsibility of the village management holder to provide information about all village activities and implement program plans. the amount of budget allocation which allocated directly to the village is determined 10% of and outside the regional transfer (on top) fund in stages. budget from the state revenue and expenditure budget is calculated based on the number of villages and allocated according to the population, poverty rate, area size, and geographic difficulty level to improve welfare and equitable village development. table 1 the budget ceiling for the village fund for the last 6 years in baraka sub-district village name total budget ceiling 2015 year (idr) 2016 year (idr) 2017 year (idr) 2018 year (idr) 2019 year (idr) 2020 year (idr) banti 273.465.000 615.046.000 803.978.000 755.398.000 876.852.000 888.345,000 bone-bone 275.999.000 619.094.000 781.419.000 958.495.000 1.155.745.000 1.153.471.000 bontongan 290.764.000 648.276.000 826.526.000 791.439.000 932.800.000 950.638.000 janggurara 275.271.000 616.919.000 780.346.000 777.840.000 1.121.229.000 935.298.000 kadingeh 289.468.000 646.737.000 809.192.000 981.500.000 1.189.892.000 1.218.722.000 kendenan 272.987.000 613.183.000 823.211.000 970.217.000 1.171.683.000 1.012.207.000 pandung batu 273.621.000 615.685.000 794.166.000 769.082.000 1.113.242.000 951.524.000 parinding 277.661.000 621.320.000 812.731.000 934.489.000 1.118.760.000 1.063.723.000 pepandungan 287.328.000 633.200.000 774.892,000 988.173.000 1.200.020.000 1.027.691.000 perangian 274.712.000 614.932.000 779.202.000 927.244.000 1.109.491.000 1.065.001.000 salukanan 273.052.000 609.291.000 790.045.000 755.477.000 876.785.000 911.186.000 tirowali 272.328.000 609.250.000 784.087.000 720.824.000 828.162.000 810.627.000 total 3.336.662.000 7.462.933.000 9.559.795.000 10.330.178.000 12.694.661.000 11.988.433.000 source: ministry of village of the republic of indonesia, 2021 (processed) table 2 the use of village funds in baraka sub-district in all villages from 2015-2020 village name use of village funds in 2015 2020 total budget (idr)physical development (idr) nonphysical development (idr) banti 3.793.185.000 419.909.000 4.213.094.000 bone-bone 4.471.483.450 472.737.550 4.944.221.000 bontongan 4.073.849.000 366.594.000 4.440.443.000 janggurara 4.085.486.000 421.414.000 4.506.900.000 kadingeh 4.355.125.500 780.385.500 5.135.511.000 kendenan 4.559.904.000 303.584.000 4.863.488.000 pandung batu 4.261.003.000 224.808.000 4.485.811.000 parinding 4.492.065.000 286.619.000 4.778.684.000 pepandungan 4.542.958.000 368.343,000 4.911.301.000 perangian 4.700.449.000 70.133.000 4.770.582.000 salukanan 3.940.579.000 275.257.000 4.215.836.000 tirowali 3.704.791.000 320.487.000 4.025.278.000 source: processed data, 2021 92 the winners, vol. 22 no. 1 march 2021, 89-95 table 3 shows the village income and expenditure budget in 12 villages of baraka subdistrict for the last 4 years. the income of rp 64,39 billion is still predominantly sourced from state revenue and expenditure budget transfers, which is followed by the regional revenue and expenditure budget of enrekang regency. meanwhile, the village's original income, local tax results, and others are relatively minimal. the village income and expenditure in baraka sub-district comes from village original income, namely from business results, assets, selfhelp, participation and mutual assistance, and other legitimate village income. village income also comes from transfers, namely village funds, part of regency regional tax results and regional retribution, village fund allocation, financial assistance from enrekang regency regional revenue and expenditure budget financial. one of the instruments undertaken by the government to improve the economy in each village is the allocation of village funds which originate 100% of the state revenue and expenditure budget. with the provision of village funds, it is expected that the village will be more empowered. in addition, optimism and self-confidence will become a source of villagebased national economic growth. with village fund, two problems, at least, must be resolved in all villages of baraka sub-district. firstly, the solution is opening up new job vacancies since village fund is a work nature, especially in overcoming unemployment during the covid-19 global crisis pandemic. the village government involves all components of the community and opens up access to new jobs for those affected by the termination of employment. secondly, with the existence of village development, there will be significant economic movement to meet the needs of urban communities and increase the income of each head of a household in the village. the challenge is that almost every village in baraka sub-district in the last three years has received rp 1 billion in funds (karim et al., 2020). the figures vary, but the difference occurs to be quite insignificant with certain considerations from each village. the goal of village fund is to provide social justice for all indonesian people, especially in baraka sub-district. first, a large number of funds cannot have a significant impact on rural areas-based countries since the funds are intended for village development. the economic improvement in the village may not be quite significant on a national scale but it can grow the rural economy. second, the problem with village funds lies in their irregularities. besides, improper use will be a serious problem. village funds must be used for the benefit of the village instead of for just a moment's sake as seen in the realization of village fund budget allocations in 12 villages of baraka sub-district. in the dominant sector, the realization of village funds remains prioritizing the infrastructure sector and the provision of facilities to rp 50,98 billion. the sector for improving the quality of human resources is considered minimal with only rp 4,31 billion from 2015-2020. it occurs different with the budget realization in baraka since the village government still prioritizes physical development. the large funds for the village and the trust from central government in the village will immediately cause various problems. village governments must think more objectively in formulating work programs to achieve table 3 village income and expenditure budget for 2017-2020 village name total village income and expenditure budget income (idr) expenditure (idr) financing (idr) banti 5.120.267.207 5.069.548.902 83.281.049 bone-bone 4.551.119.140 5,041.390.533 226.767.701 bontongan 5.258.406.583 5.311.774.372 53.367.789 janggurara 5.357.446.473 5.423.032.789 420.642.746 kadingeh 6.542.657.438 6.386.578.136 267.483.498 kendenan 5.759.481.094 5.696.905.089 137.423.995 pandung batu 5.372.073.558 5.421.364.959 350.250.888 parinding 5.688.370.396 5.740.793.595 50.943.199 pepandungan 5.772.623.948 5.684.581.135 277.655.187 perangian 5.590.763.911 5.626.459.296 38.529.857 salukanan 4.523.133.062 4.523.182.707 160.049.645 tirowali 4.862.003.109 4.837.133.668 160.304.559 total 64.398.345.919 64.762.745.181 2.226.700.113 source: processed data, 2021 93the increase of rural economy.... (abdul karim, et al) significant economic improvements for their villages, especially when indonesia is having an economic recession due to covid-19. on the other hand, there have been many cases of village funds misuse that have dragged the village headman to prison. public oversight is considered weak and inversely proportional to the level of compliance with the use of funds according to government regulations. weak supervision will lead to a higher possibility of village officials misusing village funds, thus supervision should be improved. there must be special handling in using village funds, so village officials will not be caught in problems. the global crisis pandemic has had a significant impact on the rate of economic growth for a country. the indonesian government through the ministry of finance has officially announced that the gross regional domestic product in all provinces in indonesia is experiencing a deficit since november 2020, which certainly impacts the pace of the economy. bumdes is village economic institutions that have legitimacy from the state. it is very closely related to the community since this business entity is a service provider that involves all village communities in the process of planning, implementing, and evaluating activities to develop the economy in the village. the ministry of villages of the republic of indonesia classifies the status of villages in indonesia into the category of developing villages’ index into five groups, namely: 1) highly ranked villages, 2) underdeveloped villages, 3) developing villages, 4) developed villages, and 5) independent villages. the status of village development index in 12 villages of baraka district and the existence of village economic institutions can be seen in table 4. table 4 shows that all 12 villages are still in developing villages. of all the existing superior village products, it shows that products in baraka are mainly based in the agricultural sector. the allocation of village funds in 12 villages of baraka is rp 30,68 billion from 2015-2020. the utilization of village economic institutions in improving the village economy is still running optimally, as stated in the village income and expenditure budget. all villages still rely on two main incomes. first, village funds sourced from the state revenue and expenditure budget. meanwhile, the secondlargest village income and expenditure budget comes from the allocation of village funds from the regional income and expenditure budget of enrekang regency. the village potentials in baraka can be managed properly and will increase the village's original income if bumdes is utilized. the role of the currently existing village government remains prioritizing infrastructure development and provision of facilities in the realization of village fund expenditures and the allocation of village funds. more specifically, bumdes is one of the village institutions engaged in the socio-economic field. bumdes functions as a service provider, especially to village communities, where the main focus is on the business sector in the village. it is necessary to increase the socio-economic activities of rural communities in supporting urban economic movements. central government programs through increasing the national economy can be realized by optimizing the role of bumdes. the existence of bumdes in rural economic development for all village communities in baraka supports national economic growth. the economy of the village community in the district should improve to be better than the village's original income from 20152020. there should have been a significant economic increase due to the village funds from the central government and the allocation of village funds from the enrekang regency government. table 4 the status of developing village index in baraka sub-district village name village status village economic institutions village superior product banti developing bumdes horticulture bone-bone developing bumdes rice bontongan developing bumdes rice janggurara developing bumdes horticulture kadingeh developing bumdes clove kendenan developing bumdes rice pandung batu developing bumdes rice parinding developing bumdes horticulture pepandungan developing bumdes rice perangian developing bumdes horticulture salukanan developing bumdes rice tirowali developing bumdes rice source: processed data, 2021 94 the winners, vol. 22 no. 1 march 2021, 89-95 iv. conclusions restoration of village social and economic conditions certainly needs to be a focus, which is in line with the national economic recovery agenda. in addition, it is also important to adapt new habits to conditions that have changed drastically due to covid-19 pandemic. the joint effort to revive itself will certainly not only be the work of the central or regional governments but all levels of society, including rural communities. thus, it is essential that the various programs which will run in 2021 restore economic conditions. the impact of the global crisis pandemic is devastating for social and economic life, especially for villages that drive the economy through village tourism activities. the covid-19 pandemic tremendously hits not only tourism as the main destination of the region, but also tourist villages. various economic recovery programs are expected to continue, whether they become central, regional, or local village-scale programs, especially in 12 villages of baraka. especially for local villages, village communities will be greatly helped through various programs from village funds. village funds are one of the hopes that economic recovery can take place quickly on target. during the pandemic, village funds are considered to have become a support in improving the economic needs of the community. references adhayanto, o., arianto, b., winatawira, w., suryadi, s., & nurhasanah, n. 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(2014). the obstacles of implementation of village allocation fund program in the north konawe southeast sulawesi. journal of management and sustainability, 4(3), 175-183. https://doi.org/10.5539/jms.v4n3p175 microsoft word 03_sabrina sihombing_setting_ok 24 journal the winners, vol. 12 no. 1, maret 2011: 24-39 understanding knowledge sharing behavior: an examination of the extended model of theory of planned behavior sabrina o. sihombing business school, university of pelita harapan uph building f, lippo karawaci, jln. mh thamrin boulevard 1100, tangerang 15811 sabrinasihombing@hotmail.com abstract knowledge is recognized as one valuable asset for many organizations. thus, knowledge-sharing is one of important activities in many organizations, including university. knowledge sharing is defined as activities of transferring or disseminating organizationally relevant information, ideas, suggestions, and expertise with one another. this research applied christian values as a moderating variable in the framework of theory of planned behavior. the aims of this research to assess applicability of the theory of planned behavior to predict knowledge sharing and to examine the effects of christian values in the relationship between attitude and intention to share knowledge. a self-administered questionnaire was used to collect the data for this study. the data was then analyzed using structural equation modeling. keywords: knowledge sharing, theory of planned behavior, christian values, faculty abstrak pengetahuan adalah sebuah asset berharga bagi banyak organisasi. karenanya, pembagian pengetahuan merupakan aktivitas penting bagi banyak organisasi, termasuk di universitas. pembagian pengetahuan didefinisikan sebagai aktivitas transfer atau diseminasi informasi relevan, ide, saran, dan keahlian antara satu dengan yang lain. penelitian ini dihubungkan dengan nilai-nilai kristen sebagai variabel moderasi rangka kerja dari teori planned behavior. tujuan penelitian ini yaitu untuk mengakses aplikasi teori planned behavior untuk memprediksikan pembagian pengetahuan dan untuk memeriksa efek nilai-nilai kristen dalam hubungannya dengan sikap dan intensi dalam pembagian pengetahuan. kuesioner yang dibagikan yaitu untuk mengumpulkan data penelitian, yang kemudian dianalisis menggunakan structural equation modeling. kata kunci: pembagian pengetahuan, teori planned behavior, nilai-nilai kristen, fakultas understanding knowledge ….. (sabrina o. sihombing) 25 introduction background to the research problem knowledge is important. knowledge is recognized as one valuable asset for many organizations. thus, knowledge-sharing is one of important activities in many organizations, including university. knowledge sharing is defined as activities of transferring or disseminating organizationally relevant information, ideas, suggestions, and expertise with one another (bartol & srivastava, 2002). this activity can enhance not only knowledge of the person who owns but also others that are given or transformed the knowledge by that person (halal, 2008; gurteen, 1999). sharing is one important value for christian believers. a verse from a holy bible stated that “give and it shall be given unto you” (luke 6:38). god also pointed out that when we give something to other people means that we do something to him, as verses from holy bible stated “for i was an hungered, and ye gave me meat: i was thirsty and ye gave me drink: i was a stranger, and ye took me in: naked, and ye clothed me: i was sick, and ye visited me: i was in prison, and ye came unto me...verily i say unto you, inasmuch as ye have done it unto one of the least of these my brethren, ye have done it unto me” (matthew 25:35, 36, and 40, emphasis added). there are many researches about knowledge sharing, for examples lin (2007), yang & chen (2007), yuen & majid (2007), de vries et al. (2006), burgess (2005), bartol & srivastava (2002). however, empirical studies regarding the influence of religiosity, especially in christianity context, on knowledge sharing behavior have been rarely conducted. therefore, this research applied the theory of planned behavior (tpb) by incorporating christian values as moderating variable of the relationship between attitude and intention to share knowledge. justifications to the research this research can be justified on these two grounds as follows: (1) the importance of moderating variable for theory contribution, and (2) potential outcomes for practice. the importance of moderating variable for theory contribution the research model applied in this research is the extension of the theory of planned behavior (tpb) which was developed ajzen (1988). the tpb has been applied to various contexts of people behaviors. for example, the tpb was applied in many fields such as organizational behavior (cordano & frieze, 2000; morris & venkatesh, 2000; maurer & palmer, 1999), complain behavior (east, 2000), research dissemination (breslin et al., 2001), proenvironmental behavior (oreg & katz-gerro, 2006; cheung et al., 1999; stern et al., 1995), and purchase behavior (tarkiainen & sundqvist, 2005; george, 2002; dharmmesta & khasanah, 1999; kalafatis et al., 1999; kokkinaki, 1999; kanler & todd, 1998; thompson & thompson, 1996). this research applied the theory of planned behavior (tpb) by incorporating christian values as moderating variable of the relationship between attitude and intention to share knowledge as ajzen (2001) pointed out the need to understand factors that moderate the effects of attitudes and intentions as: “although it is now generally recognized that attitudes are relevant for understanding and predicting social behavior, many question remain. investigators continued to identify factors that moderate the effects of attitudes and intentions on overt behavior” (p.48) and “from a theoretical perspective, moderating variables can enhance our understanding of psychological processes involved in going from general dispositions to specific actions” (p.69). 26 journal the winners, vol. 12 no. 1, maret 2011: 24-39 this research adds christian values in the framework of the theory of planned behavior. the adding of christian values is based on the understanding that the need to integrate faith and work in our daily lives (riady, 2008). furthermore, according to several researchers, religion’s influence in human behavior remains under researched (jusmaliani & nasution, 2009; lindridge, 2005; arnould et al., 2005; wells & prensky, 1996; delener, 1994). potential outcomes for practices in practices, researcher hopes this study could offer understanding on factors that influence knowledge-sharing behavior, especially in christianity context. the understanding of those factors may give inputs to the christian university to help and maintain their faculty members to conduct knowledge-sharing activities. literature review knowledge and knowledge sharing knowledge is defined as “a fluid mix of framed experience, values, contextual information, and expert insights that provides a framework for evaluating and incorporating new experiences and information” (davenport & prusak cited by ipe, 2003). in other words, it can be stated that knowledge refers to the fact or condition of knowing something gained through experience. there are 12 characteristics of knowledge (halal, 2008). those characteristics are: (1) created by anyone, (2) acts as a fluid, (3) organized hierarchically, (4) reduces conflict, (5) changes value, (6) distributed cheaply, (7) increases when shared, (8) transmitted in networks, (9) abhors a vacuum, (10) guided by spirit, (11) unique for individuals, and (12) an infinite resource. as stated before, one characteristic of knowledge is increases when shared. knowledge is an intangible asset that increases when shared (halal, 2008). in other words, the owner of knowledge can duplicate this knowledge and share it with others in return for their knowledge. both parties would then continue to own their original knowledge, while also having the new knowledge they gained, thereby increasing the total amount of knowledge in use (halal, 2008). this leads to the importance of knowledge sharing. lin (2007) defined knowledge sharing as a social interaction culture, involving the exchange of employee knowledge, experiences, and skills through the whole department or organization. other researchers, for example, bartol & srivastava (2002) and lee (cited by pai, 2006) defined knowledge sharing as activities of transferring or disseminating organizationally relevant information, ideas, suggestions, and expertise with one another. knowledge sharing presumes a relation between at least two parties, one that possesses knowledge and the other that obtain knowledge (hendriks, 1999). furthermore, hendriks also pointed out that the first party should communicate its knowledge, consciously and willingly or not, in some form or other (either by acts, by speech, or in writing). then, the other party should be able to perceive these expressions of knowledge, and make sense of them (for example, by imitating the acts, by listening, by reading the book). this research applied tpb in understanding knowledge sharing. the reason is because tpb as a comprehensive theory in understanding human behavior (cheng, lam, & hsu, 2006). furthermore, the accumulated evidence shows that tpb is useful in explaining human behavior (oreg & katzgerro, 2006; tarkiainen & sundqvist, 2005; george, 2002; east, 2000; dharmmesta & khasanah, 1999). understanding knowledge ….. (sabrina o. sihombing) 27 the theory of planned behavior (tbp) the theory of planned behavior is a general, parsimonious model that can predict a range of behavior (corner & abraham, 2001). the theory is an extension of the theory of reasoned action (tra; azjen & fishbein, 1980). the tpb is made necessary by the original model’s limitations in dealing with behaviors over which people have incomplete volitional control (ajzen, 1991). briefly, the theory postulates that individual’s action is influenced by behavioral intention. behavioral intention is determined by three factors: attitude toward the behavior, subjective norm, and perceived behavioral control (figure 1). attitude is defined as people’s overall definition of their performing behavior. subjective norms refer to people’s perception of social pressure to perform the behavior. perceived behavioral control measures how well a person can execute the behavior (ajzen, 1991). figure 1 theory of planned behavior source: ajzen (1988) this research extended theory of planned behavior by adding christian values as antecedent of attitude toward knowledge sharing. values and christian values despite value is one important construct in social science research, there is no consensus in the literature about the definition of value (lombaert, 2003). according to lombaert (2003) when he examined 4000 articles on values, about 170 definitions of word value emerged. furthermore, lombaert also pointed out that value is a vague term which refers to a fundamental aspiration of the human person for living a society. another researcher, zetterberg (1998) also pointed out that the term value has many meanings. for example, the term value in market research can be associated with value for money and consumer values. according to rokeach (1986), values are defined as a type of belief about how one ought or ought not to behave. the concept of value is one important variable to human life because values influence all aspects of human life (rokeach, 1973 cited by wang et al., 1994). beatty et al. (1988, cited by wang et al., 1994) also pointed out that values provide clues about how society operates. this is because values are individual’s depiction of a society’s goals. hofstede (1994) stated that values are among the first children learned. since the age of 10, most children have their basic value systems. values are acquired through the family and neighborhood and later through school (karahanna et al., 2005). furthermore, values are stable through generation (de mooij, 2004; lombaert, 2003; hofstede, 1994). in other words, it is likely that the same individual will be consistent in his or her response to a situation. furthermore, zetterberg (1998) stated that values are more lasting than attitudes. 28 journal the winners, vol. 12 no. 1, maret 2011: 24-39 there are five important features of values (smith & schwartz in chan, 2009). first, values are beliefs. however, values are not objective and cold ideas. values are activated which they become infused with feeling. second, values refer to desirable goals. third, values transcend specific actions and situations. fourth, values serve as standards to guide the selection or evaluation of behavior, people, and events. fifth, values are ordered by importance relative to one another. the ordered set of values forms a system of value priorities. this study used christian values as a moderating variable in the relationship between people’s attitude toward knowledge sharing and intention to share knowledge (figure 2). therefore, the sources and definitions of christian values must be identified. on the other hand, there is no single course on which all agree (lombaerts, 2003; scaperlanda, 1993). lombaert (2003) stated that christian values can be defined as viewpoints or principles which help to discern the christian value of (way of valuing) the various aspect of life. the holy bible (both the old and the new testaments) is the source of christian values. this research applied a list of ten values or principles for living that are emphasized most strongly in the bible (hhtp://www.christianbiblereference.org/index.htm). those values are: (1) worship only god (mark 12:30), (2) respect all people (mark 12:31), (3) be humble (matthew 5:7), (4) be honest (ephesians 4:25), (5) live a moral life (1 corinthians 6:19-20), (6) be generous with time and money (luke 6:38), (7) practice what you preach, don’t be a hypocrite (matthew 23:28), (8) dont’be self-righteous (1 john 1:8), (9) don’t hold a grudge (matthew 5:39), and (10) forgive others (matthew 6: 14-15). there are several reasons why christian values as a moderating variable and not as an antecedent of people attitude toward knowledge behavior. first, though value is the most abstract of the social cognition (homer & kahle, 1988), this research applied specific values, that is, christian values which should affect in daily life of christian believers. the second reason is that value can be one factor that interacts with other factors to influence people behavior. empirical evidence shows that values can be treated as a moderating variable (ismail et al, 2009a; ismail et al., 2009b). figure 2 the research model source: developed for this research based on the research model above, six hypotheses can be stated as (1) h1: there is a positive relationship between christian values and attitudes toward knowledge sharing; (2) h2: there is a positive relationship between attitudes toward knowledge sharing and intentions to share knowledge; (3) h3: there is a positive relationship between subjective norms regarding knowledge sharing and intention to share knowledge; (4) h4: there is a positive relationship between perceived behavioral control and intention to share knowledge; (5) h5: there is a positive relationship between intention to share knowledge and knowledge sharing behavior; (6) h6: christian values moderate the relationship between attitude and intention to share knowledge. understanding knowledge ….. (sabrina o. sihombing) 29 research method measurement. constructs in the theory of planned behavior were adapted from lin & lee (2004) and lin (2007) and christian values were adapted from christian reference (hhtp://www.christianbiblereference.org/index.htm). attitude toward knowledge-sharing four items will be used to assess attitude toward knowledge-sharing. those items are as follows: (1) encouraging knowledge-sharing with colleagues is an important component of the policy of my university, (2) encouraging knowledge-sharing with colleagues is a good idea, (3) encouraging knowledge-sharing with colleagues is valuable, and (4) encouraging knowledge-sharing with colleagues is beneficial. subjective norms subjective norms will be measured through two items as follows: (1) my supervisor influences my decision think that i should share knowledge with colleagues, and (2) my colleagues influence my decision think that i should share knowledge with them. perceived behavioral control perceived behavioral control will be assessed through three items as follows: (1) my past experience has increases my confidence in my ability to make decisions encouraging employees to share knowledge with colleagues, (2) encouraging knowledge sharing with colleagues is within my control in my university, and (3) i am always likely to share knowledge. intention intention will be measured by using three items as follows: (1) i will try to share knowledge with my colleagues, (2) i plan to share knowledge with my colleagues, and (3) i intend to share knowledge with my colleagues. sharing behavior sharing behavior is a self-stated rather than observed. respondents indicated, on a 5-point scale (never-always), the extent to which they share knowledge with their colleagues. three indicators were used to represent the variable. those indicators such as follows: (1) i share knowledge obtained from education with each other, (2) i share knowledge obtained from training with each other, and (3) i share knowledge obtained informally (such as issues and new stories) with each other. christian values christian values were assessed through ten items. examples of the christian values are: (1) worship only god, (2) respect all people, (3) be humble, and (4) forgive others. survey a self-administrated questionnaire was used to collect data. the questionnaire was pre-tested in order to uncover biased or ambiguous questions before they are administered at large (sekaran & bougie, 2010). in this research, the pretesting involved a group of respondents selected on a 30 journal the winners, vol. 12 no. 1, maret 2011: 24-39 convenience basis (sekaran & bougie, 2010). a total of 20 sets of questionnaires were distributed to full-time and part-time lecturer. the instrument then was refined after pretesting. based on azwar (1995), several indicators of research constructs were dropped because of the corrected item-total correlation was below 0.30. then, item-total statistics were again computed to achieve value greater than 0.3. the reliability of each construct was as follows: christian values = 0.922; attitude toward knowledge sharing = 0.895; subjective norms about knowledge sharing = 0.765; perceived behavioral control = 0.781; intentions to knowledge sharing = 0.874; and knowledge sharing behavior = 0.937. all the values were above 0.7, exceeding the common threshold values recommended by hair et al. (2006). sample and questionnaire administration data was collected over a month period, using a convenience sample of 200 full-time and part-time faculty members in a private university. this research followed hair et al. (2006) which recommended sample size is 200, which provides a sound basis for estimation. analysis data a structural equation modeling was used to test the relationship between constructs. this method was used because sem has ability to assess the relationships comprehensively (hair et al., 2006). maximum likelihood (ml) was applied as an appropriate estimation method in this research. the major reason was the method is robust to violation of the normality assumption (tabachnick & fidell, 1996). however, on non-normal data, χ2 and standard error cannot be trusted (bagozzi & baumgartner, 1994). therefore, the ml estimation applied in this research used χ2 adjusted which termed as cmin/df (steenkamp & van trijp, 1991). for the overall fit of the model, this research several indices such as cmin/df, gfi, agfi, and rmsea as suggested by giles (2002). result response rate a total of 200 questionnaires was distributed and collected from full-time and part-time lecturers in a private university. of these, 127 samples can be used for further analysis, which constitutes a 63.5 per cent usable response rate. reliability and validity assessments in assessing the psychometric properties of the instrument, issues of reliability and validity have been considered. first, reliability analyses were conducted. table 1 shows the reliability of the measures. according to hair et al. (2006), the generally agreed upon lower limit for cronbach’s alpha is 0.70. the reliability (i.e., cronbach's alpha) of the scales of all variables ranged from 0.776 to 0.935, proving evidence of internal consistency of the measures. understanding knowledge ….. (sabrina o. sihombing) 31 table 1 construct reliability construct items cronbach alpha corrected item total correlation attitudes 0.776 att1. encouraging knowledge sharing with colleagues is a good idea. with colleagues is a good idea. 0.643 att2. encouraging knowledge sharing with colleagues is valuable. 0.643 subjective norms 0.875 sn1. my supervisor influences my decisions that i should share knowledge with colleagues. 0.714 sn2. my colleagues influences my decisions that i should share knowledge with others. 0.837 sn3. those who are important to me influence my decisions that i should share knowledge with colleagues. 0.730 perceived behavioral control 0.903 pbc1. i have the resources in sharing knowledge with colleagues 0.823 pbc2. i have the abilities in sharing knowledge with colleagues 0.823 intentions 0.921 in1. i plan to share knowledge with my colleagues. 0.854 in2. i intend to share knowledge with my colleagues 0.854 behaviors 0.903 beh1. my colleagues in my university share knowledge obtained from their education. 0.825 beh2. my colleagues in my university share knowledge obtained from their training. 0.825 christian values 0.935 cv1. worship only god 0.939 cv2. respect all people. 0.924 cv3. be humble 0.924 cv4. be honest. 0.926 cv5. live in a moral live 0.925 cv6. be generous with time and money 0.926 cv7. practice what you preach; don’t be hypocrite 0.926 cv8. don’t be self-righteous 0.932 cv9. don’t hold a grudge 0.928 cv10. forgive others 0.927 source: analysis of field data having done the reliability tests, a factor analysis was run using varimax rotation. each scale was subjected to exploratory factor analysis loading on the dominant factor (at least 0.50) with a sum of the items in the factor explaining more that 50 per cent of the factor’s variance (table 2). based on gerbing & anderson (1988), confirmatory factor analysis (cfa) using maximum likelihood estimation procedures was performed for measure validation. table 3 shows that the results indicate acceptable model fits. table 3 also shows that all items significantly load on their corresponding constructs, demonstrating adequate convergent validity. 32 journal the winners, vol. 12 no. 1, maret 2011: 24-39 table 2 exploratory factor analysis factor 1 factor 2 factor 3 factor 4 factor 5 factor 6 attitude1 0.801 attitude2 0.819 subjective norm1 0.862 subjective norm2 0.928 subjective norm3 0.872 perceived behavioral control1 0.917 perceived behavioral control2 0.892 intention1 0.944 intention2 0.931 behavior1 0.919 behavior2 0.895 christian value1 0.566 christian value2 0.813 christian value3 0.832 christian value4 0.814 christian value5 0.855 christian value6 0.853 christian value7 0.826 christian value8 0.705 christian value9 0.830 christian value10 0.811 source: analysis of field data table 3 confirmatory factor analysis item standardized loading critical ratio (cr) attitude att1 att2 subjective norm sn1 sn2 sn3 perceived behavioral control pbc1 pbc2 intention in1 in2 behavior beh1 beh2 christian values cv1 cv2 cv3 cv4 cv5 cv6 cv7 cv8 cv9 cv10 goodness-of-fit statistics of the model χ2 = 206.884 goodness-of-fit index (gfi) = 0.877 comparative fit index (cfi) = 0.978 root mean square error of approximation (rmsea) = 0.044 0.906 0.716 0.770 0.960 0.790 0.873 0.943 0.867 0.985 0.860 0.960 0.587 0.860 0.852 0.827 0.826 0.850 0.777 0.677 0.709 0.738 7.030 10.220 9.486 0.879 11.053 5.894 7.205 7.168 7.068 7.037 7.146 6.796 6.191 6.392 6.570 source: analysis of field data understanding knowledge ….. (sabrina o. sihombing) 33 in order to provide support for discriminant validity, pearson product-moment correlations among the study variables were computed. for this purpose, composite scores for each dimension were calculated by averaging scores representing that dimension. table 4 provides the full set of correlations among the constructs of interest in this research. the highest correlation occurred between attitude toward knowledge sharing and intention to do knowledge sharing (0.467) and reversely, the lowest correlation was found between christian values and subjective norms regarding knowledge sharing (-0.39). the results provide support for the discriminant validity of the scale (anderson & gerbing, 1988). table 4 correlations among constructs source: analysis of field data hypotheses testing results structural equation modeling was applied to estimate parameters of the structural model. the results show that the overall acceptability of the overall model was acceptable. furthermore, most path coefficients were significant at the 0.05 significance level (table 5). table 5 structural model results hypothesized relationship estimate c.r. conclusion h1. attitude toward knowledge sharing intentions to knowledge sharing 0.408 2.880 supported h2. subjective norms about knowledge sharing intentions to knowledge sharing 0.060 0.821 not supported h3. perceived behavioral control to knowledge sharing intentions to knowledge sharing 0.196 2.362 supported h4. intentions to knowledge sharing knowledge sharing behavior 0.347 3.754 supported h5. perceived behavioral control to knowledge sharing knowledge sharing behavior -0.185 -2.000 not supported (different direction) h6. christian values * attitude intention to share knowledge 0.050 0.350 not supported goodness-of-fit statistics of the model χ2 = 4.102 goodness-of-fit index (gfi) = 0. 989 comparative fit index (cfi) = 0.926 root mean square error of approximation (rmsea) = 0.054 source: analysis of field data 34 journal the winners, vol. 12 no. 1, maret 2011: 24-39 the first hypothesis predicted a positive relationship between attitude and intention to share knowledge. the results substantiated the hypothesis (cr = 2.880). the second hypothesis predicted a positive relationship between subjective norms about knowledge sharing and intentions to share knowledge. contrary to expectations, the results did not substantiated the hypothesis (cr = 0.821). this research proposed that there was a positive relationship between perceived behavioral control and intention to share knowledge (hypothesis three). the result substantiated hypothesis three (cr = 2.362). then, the fourth hypothesis proposed a positive relationship between intention to knowledge sharing and knowledge sharing behavior. the results supported the hypothesis (cr = 3.754). the fifth hypothesis stated that there was a positive relationship between perceived behavioral control to knowledge sharing and knowledge sharing behavior. table 5 showed that this hypothesis was not substantiated because the relationship yielded a standardized path coefficient of -0.265 (cr = -2.000). in spite of its statistical significance, this result does not support hypothesis 5. finally, the six hypotheses proposed that christian values moderate the relationship between attitude and intention to share knowledge. however, the result did not substantiated the hypothesis (cr = 0.350). discussion the objective of the present study was to extend and apply the theory of planned behavior to examine knowledge sharing behavior. the present study confirms that attitude affect intentions to knowledge sharing. intention also affects knowledge sharing behavior. this study also confirms the relationship between perceived behavioral control and intention to share knowledge. however, there were three hypotheses that were not supported in this research. those hypotheses were the positive relationship between subjective norms regarding knowledge sharing and intention to share knowledge, the positive relationship between perceived behavioral control and knowledge sharing behavior, and christian values moderate the relationship between attitude and intention to share knowledge. no relationship between subjective norms and behavioral intention was found in this study. therefore, respondents’ intention to share knowledge was not related with perceived social pressure from important referents. the finding was inconsistent with previous studies that applied tpb in understanding knowledge sharing behavior (e.g., lin & lee, 2004). the inconsistency of the research could be a reflection of nature of the study sample. specifically, this research used faculty members in a private university as study respondents. based on exploratory research, this study found that two relevant referents for this study are head department and colleagues. however, findings from descriptive statistics show that head department was not considered as person that can affect respondents’ intention to share knowledge (table 7). according to leenders (cited by cheng et al., 2006), the more frequent and intense the communication is between and individual and his or her important others, the more likely it is that an individual will adopts the beliefs from them. however, because of more management load and teaching load for the head department may result in infrequently contact or talk with faculty members. table 6 also show that colleagues and others perceived important referents for the respondents were also not really considered as person that can affect respondents’ intention to share knowledge. table 6 descriptive statistics for indicators of subjective norms descriptive statistics 127 1.00 7.00 4.1969 1.65730 127 1.00 7.00 4.5276 1.65149 127 1.00 7.00 4.7402 1.70533 127 ns1 ns2 ns3 valid n (listwise) n minimum maximum mean std. deviation legend: ns 1 (head department) ns2 (colleagues) understanding knowledge ….. (sabrina o. sihombing) 35 ns3 (all important people) source: analysis of field data this study shows that perceived behavioral control was significantly related to knowledge sharing behavior, however, in a different direction (i.e., negative direction). in other words, the higher the perceived behavioral control, the lower knowledge sharing behavior. perceived behavioral control refers to people’s appraisal of their ability to perform the behavior. the estimated standardized coefficient for the relationship between perceived behavioral control to knowledge sharing and knowledge sharing behavior was -0.195 (cr= -2.034). this indicates that the higher their ability to perform the behavior (that is knowledge sharing), the lower their behavior to share knowledge. this is may be because the context of the research: knowledge sharing. again, as stated before, knowledge is important, as an old maxim states that “knowledge is power.” in other words, some people may not share their knowledge because they think that knowledge should be for them. christian values were also found not as a moderating variable in the relationship between attitude and intention to share knowledge. in other words, christian values do not interact with attitude in affecting intention to share knowledge. however, one study by sihombing (2009) found that christian values does affect attitude toward knowledge sharing. therefore, christian values are best treated as an antecedent variable rather than a moderating variable. conclusions the main objectives of this study are to test the theory of planned behavior in the context of knowledge sharing and then understand the moderating role of christian values in the relationship between attitude and intention to share knowledge. the results showed those lecturers’ attitudes toward knowledge sharing also significantly impacted behavioral intention. the results also show that another factor which impact intention to share knowledge is perceived behavioral control. then, behavioral intention significantly impacted knowledge sharing behavior. however, there are three hypotheses which are not substantiated in this research. first, subjective norms about knowledge sharing and perceived behavioral control to knowledge sharing did not significantly influence lecturers’ behavioral intention. second, this research found that perceived behavioral control to knowledge sharing significantly impact knowledge sharing behavior in a different direction. in other words, it was expected the relationship between perceived behavioral control and knowledge sharing was positive. however, the result of this research pointed out that the direction was negative and significant. third, this research also found that christian values did not moderate the relationship between attitude and intention to share knowledge. finally, there are two main limitations of this study. first, this research used self-reports of sharing knowledge were obtained, rather than actual sharing knowledge behavior. second, this research tests the fit of the model within a single university. references anderson, j. c., & gerbing, d. w. 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(4th ed.). amsterdam: city university of stockholm and valuescope ab. microsoft word 01_titik aryati.doc analisis faktor yang mempengaruhi… (titik aryati; shirin balafif) 111 analisis faktor yang mempengaruhi tingkat kesehatan bank dengan regresi logit titik aryati1; shirin balafif2 abstract the article aims to find the probability effects of bank’s health level using camel ratio analysis. the statistic method used to test on the research hypothesis was logit regression. the dependent variable used in this research was bank’s health level and independent variables were camel financial ratios consisting of car, npl, roa, roe, ldr, and nim. the report data were extracted from bank’s financial from financial report, which had been published and accumulated by infobank research bureau with valuation, based on bank indonesia policy. the sample consisted of 60 healthy banks and 14 unhealthy banks in 2005 and 2006. the empirical result of this research indicates that the non performing loan is the significant variable affecting bank health level. keywords: camels ratio, bank’s health level, logit, non performing loan abstrak artikel ini membahas dampak probabilitas tingkat kesehatan bank menggunakan analisis rasio camel. metode statistik digunakan untuk menguji hipotesis penelitian, yaitu regresi logit. variabel dependen yang digunakan adalah tingkat kesehatan bank dan variabel independen adalah rasio camel. data penelitian diambil dari laporan keuangan yang telah diterbitkan dan diakumulasi oleh biro penelitian majalah infobank, berdasarkan kebijakan bank indonesia. sampel terdiri dari 60 bank sehat dan 14 bank tidak sehat pada tahun 2005 dan 2006. hasil empiris penelitian ini mengindikasikan bahwa npl adalah variabel yang signifikan yang mempengaruhi tingkat kesehatan bank. kata kunci: rasio camel, tingkat kesehatan bank, logit, bank 1 jurusan akuntansi, fakultas ekonomi, universitas trisakti, jl. kyai tapa, grogol jakarta barat, titikar@yahoo.com 2 program pascasarjana ilmu akuntansi universitas indonesia journal the winners, vol. 8 no. 2, september 2007: 111-125 112 pendahuluan tingkat kesehatan bank dapat dianalisis dengan rasio camel (capital, assets, management, earnings, liquidity). aryati & hekinus manao (2000) meneliti perbedaan rata-rata yang signifikan tingkat kesehatan bank yang diukur menurut rasio camel antara bank sehat dengan bank gagal dengan multivariate discriminan analysis. penelitian yang menggunakan camel banyak dilakukan untuk memprediksi kegagalan bisnis di bidang perbankan. thomson (1988) memprediksi kegagalan bank di as pada tahun 1980an. tujuan studi thomson adalah untuk membuat model kegagalan bank untuk semua ukuran dengan variabel proxy berdasarkan data neraca dan laporan laba rugi bank. dalam kaitan ini, konsep camel (capital, assets, management, earnings, and liquidity) digunakan oleh thomson untuk dasar seleksi atas rasio keuangan bank yang diduga relevan. di amerika serikat, fenomena kepailitan perusahaan telah menjadi objek penelitian yang intensif. diawali oleh beaver (1966) yang menggunakan enam kelompok yang dianalisis dengan metode univariat rasio dan penelitian ini mengambil sampel 79 perusahaan yang gagal dan 79 perusahaan yang tidak gagal pada periode amatan 19541964. altman (1968) menggunakan metode analisis multipel diskriminan dengan lima rasio keuangan. altman mengambil sampel 66 perusahaan yang dibagi 2 menjadi kelompok perusahaan yang bangkrut dan tidak bangkrut untuk periode 1946-1965. penelitian tentang kegagalan bisnis di indonesia telah banyak dilakukan. aryati & hekinus manao (2001) meneliti perbedaan rata-rata yang signifikan tingkat kesehatan bank yang diukur menurut rasio camel antara bank sehat dengan bank gagal. model pengujiannya, yaitu univariate dan multivariate discriminan analysis. sampel yang digunakan adalah bank swasta nasional pada periode 1993-1997 untuk memprediksi kepailitan bank pada tahun 1999. nasser & titik aryati (2000) meneliti apakah rasio camel berbeda secara signifikan antara bank yang sehat dengan bank yang gagal. nasser (2003) membandingkan kinerja bank pemeritah dan bank swasta dengan rasio camel serta pengaruhnya terhadap harga saham dengan menggunakan analisis regresi berganda, wilopo (2001) memprediksi tingkat kesehatan bank dengan rasio camel serta indikator lainnya menggunakan analisis regresi logit dan uji beda. luciana, almilia& winny herdinigtyas (2003) penelitian tentang analisis rasio camel terhadap prediksi kondisi bermasalah pada lembaga perbankan perioda 2000-2002 dengan menggunakan metode analisis regresi logit, sampel yang digunakan adalah bank umum dan swasta nasional. penelitian ini bertujuan untuk memprediksi faktor-faktor yang mempengaruhi probabilitas tingkat kesehatan bank dengan analisis rasio camel pada periode 20052006. penelitian ini berbeda dengan penelitian sebelumnya dalam hal metode penelitian, rasio camel, dan sampel serta tahun yang digunakan. sampel yang digunakan dalam penelitian ini sebanyak 37 bank yang terdiri dari bank pemerintah, bank swasta (swasta nasional dan campuran), dan bank asing. analisis faktor yang mempengaruhi… (titik aryati; shirin balafif) 113 metode penelitian menggunakan analisis regresi logit dengan analisis camel dan melihat apakah jenis bank, yaitu bank pemerintah, bank swasta, dan bank asing juga merupakan faktor yang mempengaruhi probabilitas kesehatan bank. penelitian ini diharapkan berguna untuk memperbaiki kelemahan yang masih ada dalam menilai tingkat kesehatan bank. bagi pengelola bank agar dapat melaksanakan prinsip kehati-hatian bank (prudent banking policy) dalam meningkatkan tingkat kesehatan bank dan dapat mengembalikan kepercayaan masyarakat sehingga mereka dapat tetap menyimpan dananya di bank. penelitian ini berguna bagi para investor untuk menentukan jenis bank yang sehat agar dapat berhati-hati menginvestasikan dana yang dimilikinya. bagi masyarakat, hasil penelitian ini dapat bermanfaat sebagai dasar pertimbangan untuk mengetahui tingkat kesehatan atau kinerja perbankan di indonesia. penelitian ini juga diharapkan berguna sebagai salah satu bahan acuan ilmiah dan referensi dasar untuk penelitian selanjutnya. kerangka teoritis dan pengembangan hipotesis tingkat kesehatan bank untuk menilai kesehatan bank, dapat dilihat dari berbagai segi. penilaian ini bertujuan untuk menentukan apakah bank tersebut dalam kondisi yang sehat, cukup sehat, kurang sehat dan tidak sehat, sehingga bank indonesia sebagai pengawas dan pembina bank dapat memberikan arahan atau petunjuk bagaimana bank tersebut harus dijalankan atau bahkan dihentikan kegiatan operasinya. berdasarkan peraturan bank indonesia nomor 6/10/pbi/2004 tentang sistem penilaian tingkat kesehatan bank umum bahwa kesehatan suatu bank merupakan kepentingan semua pihak yang terkait, baik pemilik, pengelola bank, masyarakat pengguna jasa bank dan bank indonesia selaku otoritas pengawas bank. tingkat kesehatan bank adalah hasil penilaian kualitatif atas berbagai aspek yang berpengaruh terhadap kondisi atau kinerja suatu bank melalui penilaian kuantitatif atau penilaian kualitatif terhadap faktor permodalan, kualitas aset, manajemen, rentabilitas, likuiditas, dan sensitivitas terhadap risiko pasar. penilaian kuantitatif adalah penilaian terhadap posisi, perkembangan, dan proyeksi rasio keuangan bank. penilaian kualitatif adalah penilaian terhadap faktor yang mendukung hasil penilaian kuantitatif, penerapan manajemen risiko, dan kepatuhan bank. dalam menghitung tingkat kesehatan bank ini, digunakan metode camels. penelitian sebelumnya salah satu penelitian prediksi kebangkrutan yang dilakukan oleh beaver (1966) menggunakan enam kelompok rasio keuangan yang dianalisis dengan metode univariat. rasio yang digunakan, yaitu flow ratios(4 rasio), net income ratios(4 rasio), debt to total journal the winners, vol. 8 no. 2, september 2007: 111-125 114 asset ratios(4 rasio), liquid assets to total assets(4 rasio), liquid assets to current debt ratios(3 rasio), dan turnover ratios(11 rasio). dengan sampel 79 perusahaan yang gagal dan 79 perusahaan yang tidak gagal pada periode amatan 1954-1964. hasilnya menunjukan bahwa cash flow ratio (cash flow to total debt) merupakan prediktor yang paling kuat dengan ketepatan prediksi 78% pada tahun kelima sebelum kebangkrutan dan 87% pada setahun sebelum kebangkrutan. penelitian prediksi kebangkrutan usaha juga dilakukan oleh altman (1968) menggunakan metode analisis multipel diskriminan. altman mengambil sampel 66 perusahaan yang dibagi 2 menjadi kelompok perusahaan yang bangkrut dan tidak bangkrut untuk periode 1946-1965. sinkey (1975) melakukan pengujian dan penelitian karakteristik karakteristik bank yang bermasalah di usa. sinkey mengungkapkan sebagian besar bank yang gagal disebabkan ketidakjujuran manajemen. dalam penelitian, sinkey menggunakan rasio keuangan yang diperoleh dari 1969-1972. hasil penelitian menunjukkan bahwa bank bermasalah, terutama karena ketidakefisienan (operating expense/operating income) dalam kegiatannya. tingkat ketepatan pengukuran 83,9% pada tahun 1969 dan 94,1% pada tahun 1972. di samping itu, sinkey menemukan bukti rasio keuangan secara signifikan berbeda antara bank yang bermasalah dengan bank yang tidak bermasalah untuk periode 4 tahun sebelum bank mengalami kebangkrutan. whalen dan thomson (1988) menguji manfaat rasio camel untuk menguji bank dan mengidentifikasi perubahan kondisi bank. sampel yang digunakan 58 bank di usa dengan 22 rasio keuangan serta pada periode amatan november 1983-juli 1986. alat statistik yang digunakan adalah regresi logit. hasilnya menunjukkan camel dapat digunakan secara akurat sebesar 82% sampai 90% serta variable asset quality (non performing loans and leases/primary capital) sebagai ukuran yang terbaik (90,9%). thomson (1991) menguji manfaat rasio keuangan dalam memprediksi kegagalan bank di tahun 1980an di usa. periode pengamatannya pada tahun 1984-1989. alat statistik yang digunakan adalah analisis regresi logit dengan variabel dependennya adalah dfail dan variable independennya adalah rasio camel serta variable yang berkaitan dengan kondisi ekonomi. penelitian ini berhasil menguji prediksi kebangkrutan, baik dalam kajian teori, pengambilan sampel, serta metodologinya, meski dia mengakui kebangkutan bank serta kebangkrutan ekonomi merupakan sesuatu yang penting untuk diteliti lebih lanjut. surifah (2002) menguji manfaat rasio keuangan dalam memprediksi kebangkrutan bank menggunakan model camel sesuai se bi no.30/11/kep/dir tanggal 30 april 1997. sampel terdiri dari atas 26 bank yang bangkrut dan 26 tidak bangkrut. rasio camel dikelompokan menjadi capital(7 rasio), kualitas aktiva(2 rasio), management(9 rasio), earning/rentabilitas(5 rasio), likuiditas(5 rasio) dengan periode amatan 1993-1997. hasil penelitian menunjukkan bahwa (a) rata-rata rasio camel bank tidak gagal lebih besar dibanding rata-rata rasio camel bank yang gagal pada tahuntahun sebelum mengalami kegagalan maupun ketidakgagalan. (b) rasio keuangan dapat digunakan sebagai alat prediksi kegagalan suatu bank. analisis faktor yang mempengaruhi… (titik aryati; shirin balafif) 115 zainuddin dan hartono (1999) juga meneliti untuk menguji manfaat rasio keuangan pada tingkat individual dan construct dalam memprediksi pertumbuhan laba yang dilakukan pada perusahaan perbankan yang terdaftar di bej tahun 1999. dalam penelitian ini digunakan analysis of moment structure (amos) menjadi sebuah variabel baru yang disebut dengan construct. sampel yang digunakan adalah perusahaan perbankan yang terdaftar di bej yang mengeluarkan laporan tahun 1989-1996. rasio keuangan yang digunakan adalah capital(5 rasio), asset(4 rasio), earning(6 rasio), liquidity(4 rasio). analisis regresi digunakan untuk menguji pengaruh pertumbuhan rasio keuangan pada tingkat individual terhadap pertumbuhan laba perusahaan perbankan untuk periode satu dan dua tahun ke depan. payamta dan machfoedz (1999) juga melakukan penelitian mengenai evaluasi kinerja perusahaan perbankan sebelum dan sesudah menjadi peusahaan publik di bursa efek jakarta (bej). untuk mengevaluasi kinerja perusahaan, digunakan rasio camel yang terdiri car,rora,npm,roa, rasio beban operasional terhadap pendapatan operasional, rasio kewajiban bersih call money terhadap aktiva lancar, rasio kredit terhadap dana yang diterima. machfoedz (1994) melakukan penelitian menguji manfaat rasio keuangan dalam memprediksi perubahan laba perusahaan di masa mendatang. metode rasio keuangannya adalah prosedur maxr. pengujian yang digunakan adalah regression analysis, t-test, dan logit model. hasil uji statistik bahwa rasio yang digunakan bermanfaat untuk memprediksi laba satu tahun ke depan, namun tidak bermanfaat untuk memprediksi laba lebih dari satu tahun. nasser dan titik aryati (2000) melakukan penelitian pengukuran rasio keuangan yang diukur dengan camel berbeda secara signifikan antara bank yang sehat dengan bank yang gagal. wilopo (2001) melakukan penelitian laporan keuangan bank yang dipublikasikan oleh bank di indonesia dapat digunakan untuk memprediksi tingkat kesehatan bank, termasuk kemungkinan kebangkrutannya dengan rasio camel serta indikator lainnya. penelitian ini dilakukan pada periode 1996-1997 dan menggunakan analisis regresi logit dan uji beda. hasil penelitian ini tidak mendukung hipotesis yang diajukan bahwa rasio keuangan model camel, besaran (size) bank, serta kepatuhan terhadap bank indonesia dapat digunakan untuk memprediksi kegagalan bank di indonesia karena harus dapat memperhatikan faktor lainnya, baik berdasarkan pengelolaan internal maupun dari luar bank, seperti kondisi ekonomi, politik, dan lainlain. aryati dan hekinus manao (2002) meneliti tentang perbedaan rata-rata yang signifikan tingkat kesehatan bank yang diukur menurut rasio camel antara bank sehat dengan bank gagal, dengan model pengujiannya, yaitu univariate dan multivariate discriminan analysis. sampel yang digunakan pada bank swasta nasional yang dilakukan pada periode 1993-1997 terhadap kepailitan bank pada tahun 1999. hasil penelitian tersebut menunjukkan signifikan bahwa data untuk 5 tahun sebelum gagal dengan journal the winners, vol. 8 no. 2, september 2007: 111-125 116 car,rora,roa, rasio kewajiban bersi call money terhadap aktiva lancar dan rasio kredit terhadap dana dapat diterima sedangkan npm, rasio biaya operasional terhadap pendapatan operasional tidak signifikan. untuk satu tahun sebelum gagal, variabel yang signifikan adalah rasio biaya operasional terhadap pendapatan operasional, rasio kewajiban bersih call money terhadap aktiva lancar, rasio kredit terhadap dana yang diterima,roa,rora. penelitian yang dilakukan oleh hadad, et. al. (2004) , yaitu model prediksi kepailitan bank umum di indonesia. metode yang digunakan analisis faktor dan regresi logit. data yang digunakan pada periode januari 1995desember 2000 sebagai populasi desain dan januari 2001-desember 2003 sebagai populasi validasi. dengan model prediksi 3bulan, 6bulan, 12bulan sebelum pailit. hasil penelitian menunjukan bahwa ketiga model prediksi ternyata 3 bulan yang layak dipergunakan sebagai model prediksi kepailitan bank umum di indonesia. luciana dan winny herdinigtyas (2003) melakukan penelitian tentang analisis rasio camel terhadap prediksi kondisi bermasalah pada lembaga perbankan periode 2000-2002. metode yang digunakan adalah metode regresi logistik. sampel yang digunakan bank umum swasta nasional. hasil menunjukan bahwa rasio keuangan camel memiliki daya klasifikasi atau daya prediksi untuk kondisi bank yang mengalami kesulitan keuangan dan bank yang mengalami kebangkrutan. kerangka pemikiran gambar 1 berikut ini merupakan diagram kerangka pemikiran. gambar 1 kerangka pemikiran variabel independen variabel dependen keterangan : car : capital adequacy ratio npl : non performing loan roa : returns on assets analisis faktor yang mempengaruhi… (titik aryati; shirin balafif) 117 roe : returns on equity ldr : loan to deposit ratio nim : net interest margin jb : jenis bank berdasarkan kajian literatur tersebut maka hipotesis penelitian ini adalah rasio camel mempengaruhi probabilitas tingkat kesehatan pada bank pemerintah, bank swasta (swasta nasional dan campuran), dan bank asing.hipotesis ini dapat dirinci sebagai berikut : h1: rasio car mempengaruhi probabilitas tingkat kesehatan pada bank pemerintah, bank swasta dan bank asing. h2: rasio npl mempengaruhi probabilitas tingkat kesehatan pada bank pemerintah, bank swasta dan bank asing. h3: rasio roa mempengaruhi probabilitas tingkat kesehatan pada bank pemerintah, bank swasta dan bank asing. h4: rasio roe mempengaruhi probabilitas tingkat kesehatan pada bank pemerintah, bank swasta dan bank asing. h5: rasio ldr mempengaruhi probabilitas tingkat kesehatan pada bank pemerintah, bank swasta dan bank asing. h6: rasio nim mempengaruhi probabilitas tingkat kesehatan pada bank pemerintah, bank swasta dan bank asing. metode penelitian penelitian ini bertujuan untuk memprediksi probabilitas tingkat kesehatan bank dengan analisis rasio camel pada periode 2005-2006 dengan regresi logit. data yang digunakan adalah data sekunder berupa laporan keuangan bank yang terdapat dalam direktori bank indonesia dan data dari infobank. variabel, definisi operasional, dan pengukurannya variabel penelitian adalah variabel terikat dan variabel bebas. variabel terikat adalah probabilitas tingkat kesehatan bank. variabel itu merupakan variabel dummy dengan skala nominal, yaitu bank sehat yang diberi nilai 1 dan bank tidak sehat yang diberi nilai 0. kriteria bank sehat dan tidak sehat berdasarkan hasil riset majalah infobank tahun 2005-2006. variabel bebas yang digunakan adalah rasio camel sebagai berikut. pertama, faktor permodalan, yang diukur dengan car (capital adequecy ratio). capital adequacy ratio (car) merupakan rasio yang mengukur kecukupan modal yang dimiliki bank untuk menunjang aktiva yang mengandung risiko dengan cara membandingkan modal (modal inti dan modal pelengkap) dengan atmr (aktiva neraca dan aktiva journal the winners, vol. 8 no. 2, september 2007: 111-125 118 administrasi). kedua, faktor kualitas aktiva produktif yang diukur dengan npl (non performing loan): rasio itu menunjukkan kemampuan manajemen bank dalam mengelola kredit bermasalah yang diberikan oleh bank. rasio itu dirumuskan sesuai dengan se bi no 3/30dpnp tgl 14 desember 2001. ketiga, faktor manajemen yang diukur dengan: nim (net interest margin). rasio itu dirumuskan sesuai dengan se bi no 3/30dpnp tgl 14 desember 2001. keempat, faktor rentabilitas yang diukur dengan: roa (return on asset) dan roe (return on equity). kelima, faktor likuiditas yang diukur dengan: ldr (loan to deposit ratio). rasio itu digunakan untuk menilai likuiditas suatu bank dengan cara membagi jumlah kredit yang diberikan oleh bank terhadap dana pihak ketiga. keenam, jenis bank 1 atau jb 1. variabel ini adalah variabel dummy dengan skala nominal, yaitu bank swasta (swasta nasional dan campuran) yang diberi nilai 1 dan bank pemerintah yang diberi nilai 0. ketujuh, jenis bank 2 atau jb 2. variabel ini adalah variabel dummy dengan skala nominal, yaitu bank asing diberi nilai 1 dan bank non asing diberi nilai 0. teknik pengumpulan data data yang digunakan dalam penelitian adalah data sekunder, yaitu data yang didapat dari biro riset majalah infobank dan direktori bi. teknik sampling yang digunakan dalam penelitian ini adalah purposive sampling. populasi adalah bank pemerintah, bank swasta (swasta nasional dan campuran), bank asing pada tahun 2005 dan 2006. kriteria bank sehat dan tidak sehat menggunakan hasil riset majalah infobank karena data dari bi tidak diperoleh. bank sehat adalah bank yang diberi predikat sangat bagus dan bagus, sedangkan bank tidak sehat adalah bank yang diberi predikat cukup bagus dan tidak bagus. berdasarkan kriteria dari majalah infobank tersebut diperoleh sampel sebanyak 60 bank sehat dan 14 bank tidak sehat selama periode 2005-2006. metode analisis data metode analisis data yang digunakan dalam penelitian ini adalah regresi logit. pengujian yang dilakukan terdiri dari statistik deskriptif dan hosmer and lemeshow test (goodness-of-fit-test). statistik deskriptif digunakan untuk mendeskripsikan nilai minimum, maksimum, mean, dan standar deviasi dari variabel yang ada dalam penelitian ini. pengujian ini bertujuan untuk menguji ketepatan atau kecukupan data pada model regresi logistik. dengan hipotesis: ho : model logistik menunjukkan kecukupan data (fit) ha : model logistik tidak menunjukkan kecukupan data (fit) apabila nilai probabilita kecil, misalnya kurang dari 0,05 maka model regresi logistik tidak menunjukkan kecukupan data. adapun nilai probabilita yang digunakan pada penelitian ini adalah sebesar 5% (α = 0,05) sehingga dasar pengambilan keputusan uji hosmer and lemeshow adalah sebagai berikut. analisis faktor yang mempengaruhi… (titik aryati; shirin balafif) 119 jika probabilitas > alpha 0,05, maka h0 diterima jika probabilitas < alpha 0,05, maka h0 ditolak uji wald : uji signifikansi tiap-tiap parameter. ho : ßj = 0 untuk suatu j tertentu ; j = 0,1,...., p. h1 : ßj ≠ 0 wj = ßj 2 se (ßj) ; j = 0,1,2,…., p statistik ini berdistribusi khi kuadrat dengan derajat bebas 1 atau secara simbolis ditulis wj ~ x2 ho ditolak jika wj > x2 à 1 ; dengan à adalah tingkat signifikansi yang dipilih. bila ho ditolak, artinya parameter tersebut signifikan secara statistik pada signifikansi à. model penelitian: ln p = a1 + b1 car + b2 npl + b3 roa + b4 roe + 1 – p b5 ldr + b6 nim + b7 jb1 + b8 jb2 + e keterangan : car : capital adequacy ratio npl : non performing loan roa : returns on assets roa : returns on equity ldr : loan to deposit ratio nim : net interest margin jb : jenis bank analisis dan pembahasan statistik deskriptif dalam penelitian ini digunakan data laporan keuangan bank tahun 2005 dan 2006 dengan sampel yang terdiri dari 37 bank selama dua tahun sehingga jumlah sampel sebanyak 74 tahun perusahaan. statistik deskriptif disajikan dalam tabel 1. journal the winners, vol. 8 no. 2, september 2007: 111-125 120 tabel 1 statistik deskriptif n minimum maximum mean std. deviation car 74 10.69 164.45 34.9234 28.44767 npl 74 .00 26.66 4.3430 4.35529 roa 74 -4.14 7.54 2.7728 2.41759 roe 74 -16.45 57.76 13.1036 13.46033 ldr 74 4.00 2802.94 127.8822 322.84981 nim 74 1.47 15.11 6.5327 3.03086 jb1 74 0 1 .57 .499 jb2 74 0 1 .30 .460 dari tabel 1, dapat diketahui rata-rata nilai car sebesar 34%, dengan nilai minimum 11%. rata-rata net performing loan (npl) sebesar 4.3, rata-rata roa dan roe masingmasing sebesar 2,7% dan 13,1% . sedangkan rata-rata ldr sebesar 127%, dan rata-rata nim sebesar 6,5%. hasil klasifikasi bank sehat dan tidak sehat hasil klasifikasi bank sehat dan bank tidak sehat dapat dilihat pada tabel 2. tabel 2 klasifikasi bank sehat dan bank tidak sehat classification tablea,b 0 14 .0 0 60 100.0 81.1 observed tidak sehat sehat bank overall percentage step 0 tidak sehat sehat bank percentage correct predicted constant is included in the model.a. the cut value is .500b. tabel 2 menunjukkan bahwa sampel yang digunakan dalam penelitian ini sebanyak 74 tahun perusahaan yang terdiri dari: 14 bank tidak sehat dan 60 bank yang sehat. hasil klasifikasi prediksi ditunjukkan pada tabel 2 yang menunjukkan ketepatan prediksi antara sampel bank sehat dan tidak sehat sebesar 81.1%. analisis faktor yang mempengaruhi… (titik aryati; shirin balafif) 121 tabel 3 hasil klasifikasi prediksi bank sehat dan tidak sehat classification tablea 11 3 78.6 2 58 96.7 93.2 observed tidak sehat sehat bank overall percentage step 1 tidak sehat sehat bank percentage correct predicted the cut value is .500a. dari 14 bank yang tidak sehat sebanyak 2 sampel masih dapat diprediksi untuk bank tidak sehat sedangkan 11 sampel memang mengalami kondisi bank tidak sehat. dari tabel tersebut bahwa bank yang diprediksi tidak sehat sebanyak 3 sampel ternyata diprediksi mengalami kondisi sehat. secara keseluruhan ketepatan prediksi sebesar 93.2%. hasil pengujian hipotesis tabel 4 merupakan hasil pengujian logit regression terhadap masingmasing variabel yang dilakukan dengan uji wald. tabel 4 uji wald b s.e. wald df sig. exp(b) step 1(a) car -.008 .017 .219 1 .640 .992 npl -.424 .190 4.996 1 .025 .655 roa 1.192 .654 3.322 1 .068 3.293 roe -.015 .098 .025 1 .874 .985 ldr .008 .015 .266 1 .606 1.008 nim .046 .225 .042 1 .838 1.047 jb1 -6.918 4.054 2.912 1 .088 .001 jb2 -7.874 4.346 3.283 1 .070 .000 constant 8.103 5.063 2.561 1 .110 3303.566 a variable(s) entered on step 1: car, npl, roa, roe, ldr, nim, jb1, jb2. pengujian wald dilakukan untuk melihat apakah masing-masing variabel independen dalam model mempengaruhi probabilitas bank sehat dan tidak sehat. selain itu, juga dapat dilihat persamaan model logit regression dan probabilitas masing-masing journal the winners, vol. 8 no. 2, september 2007: 111-125 122 variabel dalam mempengaruhi bank sehat dan tidak sehat. persamaan logit regression yang diperoleh adalah sebagai berikut. ln p = 8.103 – 0.008 car – 0.424 npl + 1.192 roa – 0.015 roe + 1 – p 0.008 ldr + 0.046 nim – 6.918 jb1 – 7.874 jb2 tabel 5 menunjukkan ringkasan hasil uji hipotesis dengan tingkat alpha 5%. tabel 5 hasil pengujian hipotesis no variabel p-value keterangan ho 1 car 0.640 p > 0.05 diterima 2 npl 0.025 p < 0.05 ditolak 3 roa 0.068 p > 0.05 diterima 4 roe 0.874 p > 0.05 diterima 5 ldr 0.606 p > 0.05 diterima 6 nim 0.838 p > 0.05 diterima berdasarkan tabel 4 dan tabel 5 dapat dijelaskan bahwa rasio car mempunyai pengaruh negatif artinya semakin rendah rasio ini maka semakin besar kemungkinan suatu bank dalam kondisi bermasalah. rasio car mempunyai p value lebih besar dari 0.05 berarti ho diterima. pengaruh rasio car terhadap probabilitas tingkat kesehatan bank adalah tidak signifikan atau tidak mempengaruhi probabilitas bank sehat dan tidak sehat. rasio npl mempunyai pengaruh negatif, artinya semakin rendah rasio ini maka kemungkinan suatu bank dalam kondisi bermasalah semakin kecil. rasio npl mempunyai p value lebih kecil dari 0.05 berarti ho ditolak maka pengaruhnya rasio npl terhadap probabilitas tingkat kesehatan bank adalah signifikan atau mempengaruhi probabilitas bank sehat dan tidak sehat. rasio roa mempunyai pengaruh yang positif, artinya semakin tinggi rasio ini maka semakin kecil kemungkinan suatu bank dalam kondisi bermasalah. rasio roa mempunyai p value lebih besar dari 0.05 berarti ho diterima maka pengaruhnya terhadap probabilitas tingkat kesehatan bank tidak signifikan atau tidak mempengaruhi probabilitas bank sehat dan tidak sehat. rasio roe mempunyai pengaruh yang negatif, artinya semakin rendah rasio ini maka kemungkinan suatu bank dalam kondisi bermasalah semakin besar. rasio roe ini mempunyai p value lebih besar dari 0.05 berarti ho diterima maka pengaruhnya terhadap probabilitas tingkat kesehatan bank tidak signifikan atau tidak mempengaruhi probabilitas bank sehat dan tidak sehat. rasio ldr mempunyai pengaruh yang positif artinya semakin tinggi rasio ini maka kemungkinan suatu bank dalam kondisi bermasalah semakin besar. rasio ldr ini mempunyai p value lebih besar dari 0.05 berarti ho diterima maka pengaruhnya terhadap probabilitas tingkat kesehatan bank tidak signifikan atau tidak mempengaruhi probabilitas bank sehat dan tidak sehat. analisis faktor yang mempengaruhi… (titik aryati; shirin balafif) 123 rasio nim mempunyai pengaruh yang positif artinya semakin tinggi rasio ini maka kemungkinan suatu bank dalam kondisi bermasalah semakin kecil. rasio nim ini mempunyai p value lebih besar dari 0.05 berarti ho diterima maka pengaruhnya terhadap probabilitas tingkat kesehatan bank tidak signifikan atau tidak mempengaruhi probabilitas bank sehat dan tidak sehat. hasil exp (b) yang berada di atas satu mengindikasikan bahwa probabilitas variabel tersebut lebih besar dibandingkan reference-nya. variabel jb1 dengan nilai exp (b) sebesar 0.01 menunjukkan bahwa probabilitas bank swasta (swasta dan campuran) diprediksi sehat sebesar 0.01 kalinya dibanding bank pemerintah dalam mempengaruhi probabilitas bank sehat dan tidak sehat. dari tabel 5 dapat disimpulkan hanya hipotesis 2 yang ditolak, sedangkan hipotesis yang lain diterima. pengujian lain yang dilakukan untuk melihat goodness-of-fit dari model dengan menggunakan pengujian hosmer and lemeshow yang hasilnya dapat dilihat dalam tabel 6. tabel 6 uji goodness of fit step chi-square df sig. 1 12.923 8 .115 dengan hosmer dan lemeshow test diketahui bahwa tidak ada perbedaan antara data empiris dengan model logit. dasar pengambilan keputusan tersebut, jika nilai tingkat probabilitas hosmer dan lemeshow test lebih besar dari tingkat signifikan 0.05 maka model regresi ini layak digunakan. nilai statistik uji hosmer dan lemeshow sebesar 12.923 dengan tingkat probabilitas signifikansi sebesar 0.115, yang berarti jauh di atas 0.05 sehingga model regresi ini layak digunakan. penelitian lain yang menggunakan pengujian diskriminan (aryati dan hekinus, 2001) menunjukkan variabel roa dan rasio kredit terhadap dana yang diterima yang mempengaruhi keberhasilan atau kegagalan bank. dari hasil klasifikasi antara aryati dan hekinus (2001) dibandingkan penelitian sekarang ternyata hampir sama, yaitu ternyata persentase ketepatannya bangkrut lebih dari 80%. penutup berdasarkan hasil analisis dan pembahasan yang telah dilakukan dalam penelitian ini, dapat diambil simpulan bahwa penelitian ini ingin menguji rasio camel yang mempengaruhi probabilitas sehat dan tidak sehat pada bank pemerintah, bank swasta (swasta nasional dan campuran), dan bank asing. sampel sebanyak 74 tahun perusahaan yang telah terseleksi selama dua periode pengamatan, yaitu 2005 dan 2006 dengan menggunakan metode logit regression. rasio npl memiliki pengaruh yang signifikan terhadap probabilitas sehat dan tidak sehat pada bank tersebut sedangkan rasio car, roa, roe, ldr, dan nim menunjukkan hasil yang tidak signifikan atau tidak ada pengaruh probabilitas sehat dan tidak sehat. journal the winners, vol. 8 no. 2, september 2007: 111-125 124 penelitian ini mempunyai keterbatasan, antara lain: (1) faktor ekonomi, seperti inflasi, tingkat bunga, subsidi pemerintah dan sebagainya belum dipertimbangkan dalam penelitian ini. faktor-faktor tersebut mungkin berpengaruh pada cara perusahaan melakukan bisnis yang mempengaruhi hasil analisa dalam penelitian ini; (2) laporan keuangan sebagai data rasio mempunyai keterbatasan juga. perusahaan mempunyai metode dan kebijakan yang berbeda yang sulit untuk diperbandingkan dalam laporan keuangan yang dihasilkan; (3) penelitian ini tidak mempertimbangkan size effect. ukuran perusahaan mungkin mempengaruhi kemampuan perusahaan dalam menghasilkan laba. penelitian ini menunjukkan bahwa sejak periode krisis moneter, perbankan indonesia, baik bank pemerintah, bank swasta, bank campuran, maupun bank asing, sudah mulai menunjukkan kondisi yang membaik dan rata-rata rasio car, roa, roe, ldr, dan nim menunjukkan nilai yang baik. dari rasio npl belum menunjukkan hasil yang memuaskan. daftar pustaka altman, e. 1968. “financial ratio discriminant analysis and the prediction of corporate bankruptcy,” journal of finance. vol. xxiii, no. 4, sept. altman, e., r. halderman, and p. narayanan. 1977. “zeta analysis,” journal of banking and finance. anonymous. 2005. peraturan bank indonesia nomor 6/10/pbi/2004 tentang sistem penilaian tingkat kesehatan bank umum di indonesia. jakarta: bank indonesia. _______. 2006. “rating 131 bank,” majalah infobank. no. 327, hal 19-29, juni 2006. jakarta. _______. 2007. “rating 130 bank,” majalah infobank. no.339, hal 18-29, juni 2007. jakarta. aryati dan hekinus manao. 2001. “rasio keuangan sebagai prediktor bank bermasalah di indonesia,” jurnal riset akuntansi indonesia. vol. 5, no. 2, mei 2002, hal 137147. beaver, w. 1966. “financial ratios as predictors of failure, empirical research in accounting: selected studies,” supplement. vol. 5, journal of accounting research. hadad, muliaman d. et al.2004. “model prediksi kepailitan bank umum di indonesia.” diakses dari http://www.bi.go/web.id/info+penting/perpustakaan /artikel/default) analisis faktor yang mempengaruhi… (titik aryati; shirin balafif) 125 luciana, amilia dan winny herdiningtyas. 2003. “analisis rasio camel terhadap prediksi kondisi bermasalah pada lembaga perbankan periode 2000-2002,” jurnal akuntansi dan keuangan. vol. 7, no. 2, nopember 2005. nasser, etty dan titik aryati. 2000. “model analisis camel untuk memprediksi financial distress pada sektor perbankan yang go publik,” jurnal akuntansi dan auditing indonesia. vol. 4, no. 2. nasser, etty. 2003. “perbandingan kinerja bank pemerintah dan bank swasta dengan rasio camel serta pengaruhnya terhadap harga saham,” media riset akuntansi, auditing dan informasi. vol. 3, no. 3, desember 2003. machfoedz, m. 1994. “financial ratio analysis and the prediction of earnings changes in indonesia,” kelola. no.7/iii. payamta, m. machfoedz. 1999. “evaluasi kinerja perusahaan perbankan sebelum dan sesudah menjadi perusahaan publik di bej,” kelola. no.20. sinkey, j.f.jr. 1975. “a multivariate statistical analysis of the characteristic of problem banks,” journal of finance. vol.xxx,no.1, march. surifah. 2002. “ studi tentang rasio keuangan sebagai alat prediksi kebangkrutan perusahaan publik di indonesia pada masa krisis ekonomi”, kajian bisnis. stie widya wiwaha no. 27. yogyakarta. thomson, j. b. 1991. “predicting bank failures in 1980s,” economic review. vol. 27. whalen, g. and j. thomson. 1988. “using financial data to identify changes in bank condition,” economic review. second quarter. wilopo. 2001. “prediksi kebangkutan bank,” jurnal riset akuntansi indonesia. vol. 4, no. 2, mei 2001. zainuddin dan j. hartono. 1999. “manfaat rasio keuangan dalam memprediksi pertumbuhan laba:studi empiris pada perusahaan perbankan yang terdaftar di bej,” journal riset akuntansi indonesia. vol.2 no.1, januari. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 183 the winners, 22(2), september 2021, 183-189 doi: 10.21512/tw.v22i2.7064 implementation of fiduciary registration according to finance ministry, police, and financial services authority (ojk) suwinto johan* management department, faculty of business, president university jababeka education park, jl. ki hajar dewantara, kota jababeka, cikarang baru, bekasi 17550, indonesia suwintojohan@gmail.com received: 15th february 2021/ revised: 22nd april 2021/ accepted: 22nd april 2021 how to cite: johan, s. (2021). implementation of fiduciary registration according to finance ministry, police, and financial services authority (ojk). the winners, 22(2), 183-189. https://doi.org/10.21512/tw.v22i2.7064 abstract the research aimed to find out fiduciary guarantees registration from a legal perspective, especially the executive or administrative regulations. the research examined the existing regulations and laws by analysing primary and secondary data using normative juridical methods. the research concludes that the fiduciary registration obligations stipulated in the regulation of minister of finance (pmk) number 130/pmk.010/2012 are not in synchronic with the financial services authority regulation (pojk) number 29/pojk.05/2014, which is replaced by the financial services authority regulation number 35/pojk.05/2018. revocation of regulation of minister of finance number 130/pmk.010/ 2012 by regulation of the minister of finance number 23/ pmk.010/2017 is not accompanied by amendments to the regulation of the republic of indonesia national police number 8 of 2011. the loan agreement remains valid if it fulfills the principles of the agreement. it is suggested that relevant institutions, particularly the financial services authority (ojk) as the financial industry supervisor, take initiatives to synchronize all regulations for the implementation of fiduciary registration. keywords: fiduciary registration, finance ministry, police, financial services authority (ojk) i. introduction the 1998 economic crisis has brought many changes, especially in the legal system in indonesia. the banking industry encountered a crisis, in which banks experienced difficulties executing collateral since the guarantees provided could also be pledged to several parties (double or triple pledged). banking supervision by regulators is not strict (kartini, 2016). the provision of credit with guarantees, especially guarantees of the movable good or property, has not been regulated concretely in indonesia's legal system before 1999. a fiduciary guarantee institution is a form of guarantee originated from jurisdiction which has become a concrete legal route confirmed in law number 42 of 1999 on fiduciary guarantee. the purpose of the fiduciary guarantee law (uu jf) is to provide legal protection to parties and legal certainty to credit providers (akhsin & mashdurahatun, 2017). one of the credit collaterals for movable goods or objects is a motor vehicle (kumaladewi, 2015). the fiduciary is the transfer of rights of a tangible or intangible movable object by the fiduciary or object's owner to another party, where the object is still used or controlled by the fiduciary or the owner. fiduciary security is a security right over tangible or intangible movable objects exercised by the fiduciary or the object's owner, where the control of the goods remains with the fiduciary. the giver of the fiduciary is the owner of objects of fiduciary guarantee. a fiduciary is a person or company that has receivables whose payment is guaranteed by fiduciary collateral objects. fiduciary recipients are banks and non-bank financial institutions such as financing or leasing companies. these definitions are deduced from law number 42 of 1999 on fiduciary security. based on the regulation of the financial services authority (peraturan otoritas jasa keuangan/ pojk) number 35/pojk.05/2018 on the operation of a financing company, financing company is a business entity or company engaged in the financing of goods and/or services. financing companies may carry out three main types of financing: 1) working capital financing, 2) investment financing, and 3) multipurpose financing. multipurpose financing is the 184 the winners, vol. 22 no. 2 september 2021, 183-189 financing of goods and services required by the debtor for use or consumption and not for business purposes or productive activities within the agreed period. the distribution of multipurpose financing under collateral for movable goods is the main activity of the financing industry. movable goods financed are 4-wheeled vehicles, 2-wheeled vehicles, and another consumer financing, such as refrigerators, televisions, and other home appliances. there is a condition in which the debtor remains using these goods, and the rights to the goods are granted to the financing company with a fiduciary guarantee. the implementation of fiduciary security registration has faced several obstacles since the fiduciary guarantee law was issued in 1999. in the early stages of implementation, fiduciary offices were not yet established across indonesia. the fiduciary office was only available in jakarta. on the other hand, finance companies have financing networks throughout indonesia. finance companies have difficulty applying for fiduciary guarantees at an early stage. fiduciary guarantee must be registered at the fiduciary registration office by issuing a fiduciary certificate (nasution & limbong, 2019). fiduciary guarantees aim to reduce the risk of credit provided by lending institutions. this guarantee is an additional guarantee to secure the repayment that have been given or loan funds provided by finance companies or banks (setiono, sulistyo, & widayati, 2021). registration of fiduciary guarantee is subject to fees. processing fees include insurance fees, administrative fees, survey fees, stamp fees, insurance fees, and other costs, such as fiduciary security registration fees. in general, financing companies charge fiduciary security registration fees to borrowers, consumers, or debtors since they do not cover it. the police arrests several board of management of financing companies for failing to carry out fiduciary guarantee registration. police suspects that leaders of financing companies have imposed fiduciary fees on consumers or their debtors, but do not register fiduciaries (tobing, 2013). financing companies that have received payment of a fiduciary registration fee and do not register may be subject to suspicion of embezzlement of funds (ulum, 2013), which is a fiduciary guarantee registration fee. fiduciary security registration has experienced several technical and non-technical challenges. the unclear implementation of fiduciary guarantees' registration has shown that the preparation for the implementation of fiduciary was not well-coordinated between institutions when it launched. the fiduciary guarantee has executorial power. when a debtor experiences a default, the creditor can execute objects that become fiduciary guarantees without going through a judicial process. the creditor has the authority to carry out the parate executie of the fiduciary security object (dewi, saptanti, & purwadi, 2017). registration of fiduciary security is essential since it is related to material rights that possess droit de suite characteristics, droit de preference, specialty, and publicity (rufaida & sacipto, 2019). execution of guarantees with the title executorial creditor can be executed directly through a public auction without going through a court. underhand sales can be made based on an agreement between the giver and recipient of the fiduciary guarantee (hapsari & mulyoto, 2017). on article 30 of the fiduciary guarantee law, the creditor has been granted the right to repossess with the executorial title to take the fiduciary guarantee object directly (heriawanto, 2019). according to the fiduciary guarantee law, a takeover of a motorized vehicle can be done directly if it is the fiduciary security object of a debtor who has defaulted (ramadhanneswari, suharto, & saptono, 2017). at the end of 2019, the constitutional court issued a constitutional court decision (putusan mahkamah konstitusi/pmk) number 18/puuxvii/2019, which states that according to article 15 paragraph (2) of law number 42 of 1999 on fiduciary guarantee, as long as the phrase "executorial power" and the phrase "equal to a court decision that has permanent legal force" are contrary to the 1945 constitution of the republic of indonesia, they do not have binding legal force as long as they are not interpreted as fiduciary guarantees, where there is no agreement on default. the debtor objects to voluntarily hand over the object that is pledged as the guarantee of fiduciary. all legal mechanisms and procedures in the fiduciary guarantee certificate's execution must be implemented and applied in the same way as a court execution decision that has permanent legal force. the constitutional court decision also states that according to article 15 paragraph (3) of law number 42 of 1999 on fiduciary security, as long as the phrase "default of promise" is contrary to the 1945 constitution of the republic of indonesia, it has no binding legal force as long as it does not mean that “the existence of a default is not determined unilaterally by the creditor, but based on an agreement between the creditor and the debtor or based on legal remedies which determine that the default has occurred”. the constitutional court decision states that according to article 15 paragraph (2) of law number 42 of 1999 on fiduciary guarantee, as long as the phrase "executorial power" is contrary to the 1945 constitution of the republic of indonesia, it does not have binding legal force as long as it is not interpreted as a fiduciary guarantee, where there is no agreement regarding default. the debtor objected to voluntarily hand over the object, which is a fiduciary guarantee. all legal mechanisms and procedures in the fiduciary guarantee certificate's execution must be carried out and applied in the same manner as a court execution decision that has permanent legal force. fiduciary security execution is an activity to confiscate and sell objects that are the objects of fiduciary security (nusantara & wirasila, 2018). the fiduciary guarantee agreement provides creditors with weak legal protection. legal protection for creditors can be reinforced by establishing a guarantee execution agency and socialization on fiduciary implementation 185implementation of fiduciary registration.... (suwinto johan) (winarno, 2013). research on fiduciary guarantee is rarely conducted thoroughly. research on fiduciary guarantee since the issuance of the law in 1999, which connects the fiduciary guarantee law with implementing regulations, especially those related to the financing industry, is still rare. the research provides benefits for the financing industry and financing law practitioners in conducting their business activities connected with fiduciary guarantees. the fiduciary guarantee deed must be done in an authentic form. an authentic deed must be done based on article 1868 of the civil code, where one of the conditions is that it must be made by and before a notary (suharto, 2017). a fiduciary guarantee agreement that is not made in a notary deed or is not registered remains an agreement that binds the parties as long as the agreement has fulfilled the principles based on the criminal code article 1320 provisions article 1338 regarding the principle of pacta sunt servada. this agreement remains a valid agreement (huru, 2019). fiduciary registration still has several obstacles, namely fiduciare eigendom overdracht, deliberate acts against the law by one of the parties, and the guarantee given remains in the guarantor's control, so the fiduciary recipient will have difficulty executing (paparang, 2014). the transfer of fiduciary items by the fiduciary may be subject to criminal penalties. this can be excluded if the fiduciary has paid off the debt to the fiduciary (sriono, 2019). the research has four questions: how are the regulations changed for fiduciary security registration from the ministry of finance to the financial services authority regulation?; is every disbursement of financing with a movable property guarantee must be registered for fiduciary security?; can the financing company charge an administration fee to the debtor without registering for fiduciary security according to the underlying law and regulations?; can financing companies carry out consumer financing without registering a fiduciary guarantee according to the underlying law and regulations? ii. methods the research applies a normative juridical method to examine the existing laws and regulations in indonesia. the research analyzes primary and secondary data. primary data are information on the board of directors' positions directly obtained from the field. secondary data is the current laws and regulations. the research begins with collecting materials related to legal matters with material identification procedures related to the research topic and an inventory of materials related to the research topic. the material inventory consists of primary legal materials, secondary legal materials, and tertiary legal materials. primary legal materials are legal materials consisting of laws and regulations in indonesia. secondary legal materials are used to explain the primary legal materials, such as books, reports, and others. tertiary legal materials are legal materials that serve as secondary guidance, such as additional information and data related to research topics sourced from the internet (johan & ariawan, 2020). iii. results and discussions the fiduciary guarantee law's implementation has undergone several changes in line with changes in the relevant authorities. it results in a change in the fiduciary guarantee registration process. the regulation of the chief of police of the republic of indonesia is a regulation that regulates the procedure for the execution of collateral with the fiduciary guarantee, which is summarized in table 1 with the other regulations. furthermore, there is a regulation of the minister of finance of the republic of indonesia (peraturan menteri keuangan/pmk) number 130 of 2012 on the obligation to register fiduciary for motor vehicle financing. this regulation creates uncertainty over special regulations regarding motorized vehicles only. movable goods are not only motorized vehicles, but this regulation explicitly regulates the obligation to register motor vehicles. in 2014, the financial services authority of the republic of indonesia (otoritas jasa keuangan/ojk) issued regulation of financial services authority of the republic of indonesia number 29 of 2014, which regulates that fiduciary is one way of mitigating risk. in financing business, it is not required to register a fiduciary guarantee, especially for motorized vehicles. this is different from regulation of the minister of finance of the republic of indonesia number 130 of 2012. regulation of the minister of finance of the republic of indonesia number 23 of 2017 revokes regulation of the republic of indonesia number 130 of 2012. for approximately five years, the financial industry continues to carry out fiduciary registration as regulated in regulation of the minister of finance number 130. the inconsistency between regulation of financial services authority and regulation of the minister of finance creates legal uncertainty, even though the supervision of the financing industry has shifted from capital market and financial services supervisory institution (bapepam lk) under the ministry of finance to the financial services authority (ojk) per law number 21 of 2011 on the financial services authority. regulation of financial services authority of the republic of indonesia number 35 of 2018 reaffirms that fiduciary security registration is a form of risk mitigation. registration of fiduciary security is not an obligation for motor vehicle financing. to execute the guarantee, the finance company is required to have a fiduciary certificate. however, hapsari and mulyoto (2017) state that underhand sales of collateral must be made based on the fiduciary guarantee agreement. the fiduciary guarantee is an additional to the repayment of 186 the winners, vol. 22 no. 2 september 2021, 183-189 loan provided by finance companies or banks (setiono et al., 2021). nowadays, financing companies still experience uncertainty in doing business. the execution of the fiduciary guarantee must have a fiduciary guarantee certificate. if there is no fiduciary certificate, the business actor is prohibited from executing it. on the other hand, after the issuance of the constitutional table 1 summary regulation regulation of the chief of police of the republic of indonesia number 8 year 2011 regulation of the minister of finance of the republic of indonesia number 130/pmk.010/2012 regulation of financial services authority of the republic of indonesia number 29/ pojk.05/2014 regulation of the minister of finance of the republic of indonesia number 23/pmk.010/2017 regulation of financial services authority of the republic of indonesia number 35/pojk.05/2018 security against the object of the fiduciary guarantee can be carried out with the following requirements: there is a request from the applicant, has a fiduciary guarantee certificate, registered fiduciary security at the fiduciary registration office, has a fiduciary guarantee certificate and fiduciary guarantee is in the territory of indonesia financing companies that provide financing for motor vehicles must register fiduciary security at the fiduciary registration office. registration is obliged to register a fiduciary guarantee no later than 30 calendar days. financing companies are prohibited from withdrawing fiduciary objects in the form of motorized vehicles if there is no fiduciary guarantee certificate. details of costs related to financing provided must contain at least insurance/guarantee/ fiduciary costs. an explicit clause of fiduciary security if there is an imposition of fiduciary security. one way to mitigate risks is to charge fiduciary security on financed goods or goods that become collateral for financing activities. financing companies that carry out financing by imposing fiduciary security must register at the fiduciary registration office. the obligation to register fiduciary security applies to financing originating from follow-up financing and co-financing. financing companies are required to register no later than one month. financing companies are prohibited from executing collateral if there is no fiduciary guarantee certificate. the execution of fiduciary guarantees must meet the provisions and requirements of the law regarding fiduciary security and have been agreed upon by the parties. administrative sanctions for fiduciary still apply based on regulation of the minister of finance of the republic of indonesia number 130/ pmk.010/2012 revocation of regulation of the minister of finance/decree of the minister of finance whose regulatory authority is transferred from the ministry of finance to the financial services authority, including regulation of the minister of finance of the republic of indonesia number 130/pmk.010/2012 on registration of fiduciary guarantee for financing companies conducting financing for motor vehicles with fiduciary guarantee imposition financing companies are required to mitigate financing risks. one way to mitigate risks is to charge fiduciary security for collateral from financing activities. financing companies that mitigate risks by imposing fiduciary security must register fiduciary guarantees at the fiduciary registration office. source: research results 187implementation of fiduciary registration.... (suwinto johan) court decision of the republic of indonesia number 18/ puu-xvii/2019, the execution of the fiduciary guarantee experiences uncertainty once more. since regulation of the minister of finance of the republic of indonesia number 18 of 2019 has emphasized that article 15 must go through a court process or obtain an agreement of default by both parties. the number of implementing regulations from various agencies has resulted in uncertainty regarding the implementation of fiduciary guarantees by nonbank financial institutions, especially the financing industry. the objective of the fiduciary guarantee law is to provide legal certainty. the implementation of the fiduciary guarantee law and implementing regulations creates uncertainty for businesses. the implementation of fiduciary security registration must be restructured by all related parties, especially financial services authority. the implementing regulations involve businesses, also for industries other than the financial industry, notary, and banking. in accordance with regulation of financial services authority of the republic of indonesia number 35 of 2018, financing companies are not required to register for fiduciary security. registration of fiduciary security is one of three ways to mitigate risks as stated in regulation of financial services authority of the republic of indonesia number 35 of 2018. this is different from regulation of the minister of finance of the republic of indonesia number 130 of 2012. however, to carry out the execution of a fiduciary guarantee, a financing company requires registration of a fiduciary guarantee. this is in accordance with the decree of the national police chief and regulation of financial services authority of the republic of indonesia number 35 of 2018 that to carry out the execution of fiduciary guarantees requires a fiduciary certificate. a fiduciary certificate will be issued by the fiduciary registration agency. in addition to a fiduciary certificate, a finance company requires a debtor's default condition and a warning letter or subpoena that has been given by the financing company to the debtor. in accordance with the decision of the constitutional court of the republic of indonesia number 18/puu-xvii/2019, the financing company needs approval from the debtor to take over the collateral, if not through a court decision. in practice, many finance companies can make a statement signed by the debtor, stating that the debtor is willing to hand over the vehicle or collateral, if there has been a default. the regulation regarding the fiduciary registration fee has been mentioned as the guarantee fee in regulation of financial services authority of the republic of indonesia number 35 of 2018. this is different from regulation of financial services authority of the republic of indonesia number 29 of 2014 which mentions the fiduciary registration fee. regulation of financial services authority of the republic of indonesia number 35 of 2018 states that the guarantee fee includes the fiduciary registration fee with additional note if required. according to ulum (2013), if a finance company has obtained the fee for fiduciary registration from customer, then the finance company must register it according to the underlying regulations. however, when it comes to the fiduciary registration fee for the financing company, the financing company must register with the related institution. sometimes financing companies do not explain in detail about the registration fee for fiduciary security. the financing company only mentions administrative costs. the violates regulation of financial services authority number 35 of 2018. registration fee for fiduciary security must be specified with an explanation, at least as the fiduciary guarantee fee. this explanation is important not to cause any legal uncertainty. on the contrary, if the financing company does not charge a fiduciary registration fee, the finance company does not have a fiduciary registration obligation. the obligation of fiduciary registration becomes an additional obligation on the financing company. if the financing company does not charge fees, it does not carry out fiduciary registration obligation. this could be a financing company's promotion strategy by granting fiduciary security fee registration exemptions. financing companies can carry out consumer financing without conducting fiduciary registration. however, finance companies are not allowed to execute collateral. does this multipurpose financing still meet the terms of an agreement? if it is based on agreement principles, the financing agreement remains binding on the parties. this financing agreement can be executed for guarantee execution or collateral takeover, must be through a court decision. this can be done if there is default. conversely, what if the debtor voluntarily hands over collateral? it will be difficult to distinguish between expropriation and voluntary surrender of collateral. takeover can be done by signing the minute of delivery of the vehicle or vice versa, the execution of the guarantee without a certificate of guarantee is also accompanied by an official report on the handover of the vehicle. in written evidence, the debtor has submitted the vehicle. based on the fiduciary guarantee law, repossessed of a vehicle that already has the defaulted fiduciary security registration can be made directly (ramadhanneswari et al., 2017). in addition, financing companies can take steps by using a working capital financing scenario or leasing financing. leasing does not have to go through fiduciary registration. however, leasing is the financing of production equipment. in fact, the micro, small, and medium enterprises (msme) sector experiences difficulties in distinguishing the differences in the means of production. a businessman who owns a small shop uses a vehicle for both business and family transportation. one of the differences in this respect is the taxation of 188 the winners, vol. 22 no. 2 september 2021, 183-189 lease payments. the financing industry and other financial institutions must determine strategies for lending. this strategy will determine the risk mitigation strategy. one way of mitigating risk is to be able to execute collateral to settle unpaid loans. in addition, financing business must have standard operating procedures in handling defaulted consumers. regulators need to coordinate the regulations for implementing this fiduciary guarantee. regulatory coordination must be able to achieve synchronization between government agencies. the regulations for implementing fiduciary security must socialize to the public. the drafting of executive regulations involves related professions, such as notaries and debt collection companies. iv. conclusions the fiduciary guarantee law provides legal certainty for businesses, especially for financial institutions in providing loans. the fiduciary guarantee law and its executive regulations create legal uncertainty for busineses. this has resulted in different interpretations among businesses, especially regarding the registration obligation for fiduciary security for defaulters, the obligation to register fiduciary security for collateral for movable property or good, and the process and requirements for executing fiduciary goods collateral. the fiduciary registration regulations aim to protect the interests of debtors and creditors. fiduciary registration will provide legal certainty, in the event of a dispute. it is suggested that relevant institutions synchronize all regulations for the implementation of fiduciary registration. therefore, the financial services authority (ojk), as the financial industry supervisor, needs to take initiatives regarding this matter. finally, the existing regulations must provide legal certainty for all parties, both debtors and creditors. references akhsin, h. m. & mashdurahatun, a. 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(2013). perlindungan hukum bagi kreditur pada perjanjian jaminan fidusia. jurnal independent, 1(1), 44-55. https://doi.org/10.30736/ji.v1i1.5. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 25 the winners, 23(1), march 2022, 25-33 doi: 10.21512/tw.v23i1.7091 in-store marketing strategies towards customer attitude to private label brands using cue utilization theory ronaldo yolanda putra1*; syifa nurul fadillah2 1,2management study program, faculty of economics and business, universitas sebelas maret jl. ir. sutami, no. 36a, jebres, surakarta, central java 57126, indonesia 1yolandaronaldo@student.uns.ac.id; 2syifanurulfd@student.uns.ac.id received: 25th february 2021/ revised: 12th april 2021/ accepted: 13th april 2021 how to cite: putra, r. y. & fadillah, s. n. (2022). in-store marketing strategies towards customer attitude to private label brands using cue utilization theory. the winners, 23(1), 25-33. https://doi.org/10.21512/tw.v23i1.7091 abstract the research aimed to find out instore marketing strategies that can influence consumer attitudes towards private label brands based on “cue utilization theory”. the research belonged to the category of explanatory research since it uses primary data with the population of consumers who have shopped for private label products in hypermart tanjungpinang, and sample as many as 174 respondents with convenience sampling techniques. the analysis approach uses partial least square-structural equation modeling (pls-sem). the results show that private label marketing has a positive and significant effect on private label attitudes; private label marketing and store environment positively and significantly influence private label attitudes through the mediation role of perceived quality variants; product related attributes have a positive and significant influence on private label attitudes; the national brand promotion attitudes does not moderate the relationship between private label marketing and perceived quality variants on private label attitude; and price consciousness does not moderate the relationship between private label marketing and perceived quality variants on private label attitudes. keywords: marketing strategies, private label brand, private label attitude, cue utilization theory, hypermart i. introduction indonesia is a developed country with a fourth-world population that is very likely to be the focus of retail business sector expansion. the rise of indonesia's new retail sector has made competition in the modern retail industry even tighter. this helps new retail companies to find the best way to compete with other modern retailers. nowadays, people have many shopping options since there are many retail stores available. hence, retailers implement a private label brand strategy to distinguish products from others. a private label brand is a brand owned, created, and marketed by retailers, classified as a store brand. retailers have the right to use either promotional marketing techniques or other in-store marketing techniques to control and sell items. although the existence of private label brands has caused a lot of controversies, the development of private label brands is growing rapidly. sellers such as hypermart and indomaret are now running to launch their own private label labels. private labels are used to investigate and consider behaviors that impact the decision-making of customers when selecting store brands (hashmi, shu, & haider, 2020). the addition of private label brands is a response to the weak economic situation in indonesia, especially for housewives looking for products under cheaper brands. the increase in commodity prices felt by consumers is of course not only due to the increase in production and distribution costs but also because of the high cost of promotion. to compensate for the decline in sales, manufacturers are cooperating with retail networks to launch fast-moving consumer goods products called private label brands. the type of products for fast-moving consumer goods is products used for daily and kitchen needs, such as bread, sugar, rice, vermicelli, syrup, etc. the average quality of products with private label brands is cheaper than other brands. most people in the retail industry are willing to do this because the average profit provided by private labels is 10% higher than branded products, as know previously the launch of giant hypermart many private label brands products such as hero supermarket, indomaret, alfa, carrefour, etc. hypermart tanjungpinang is a clear proof that retail provides private label brand products to its 26 the winners, vol. 23 no. 1 march 2022, 25-33 customers. in the city of tanjungpinang, it was only in mid-2016 that a modern market was established called the mall, which was later known as the tanjungpinang city center mall, almost all basic necessities are sold at this mall. starting from kitchen equipment, daily equipment, furniture, and so on. hypermart is the only modern retailer in tanjungpinang city center mall that can meet the daily needs of the community when the covid-19 pandemic hits tanjungpinang. this opportunity allows hypermart retail to provide various daily necessities from its private label brands. private label brands and hypermart products have become the choice of many tanjungpinang customers. during the economic recession, the phenomenon of private label brands may intensify due to lower consumer incomes and lower prices. this analysis is the development of private label marketing in the store based on suggestions from the research limitations of (mishra, malhotra, & galima, 2020), by exploring the store environment as a combination of social factors, design factors, and hemorrhoid factors that can affect and evaluate perceived quality variations consumers in ways that affect the understanding of the importance by consumers. cues is the output of conceptualizing the measurement of a commodity by a customer, where a set of indications act as a replacement performance metric for the average consumer in the industry. the physical features of the product, such as weight, material, and product design, are intrinsic indicators. in the meantime, extrinsic indications refer to product features that are not parts of the product itself, such as the type of shoes, the price, and the image of the store (xiao et al., 2019). the typology of indication was introduced to understand how the use of indications influences the perceived standards of customers of consumers, relating to the judgments of consumers about the superiority of a product (sabri et al., 2020; kim et al., 2019). kukar-kinney and xia (2017) have found that consumers tend to attach importance to complex interplay when intrinsic signals are missing or when these signals are not sufficient to direct their perception of quality and purchase intentions. a private label is a description of a brand that is developed, owned, and marketed by distributors of products and services (kotler & keller, 2016). meanwhile, abril and rodriguez (2016) point out that selling in-store private labels is a marketing technique by optimizing the interaction between retailers and consumers in the store. the best price understanding for the client is generated by in-store contact on private labels. the effect of different strategies between private label and national label attitudes to find the best price for customers (olbrich, hundt, & jansen, 2017), and private-label management often wants to realize extrinsic requirements. according to kotler and keller (2016), an overall view of a person against such a brand is a private label attitude. brand attitude is an attitude of judgment towards an entity type, emotional feelings, favorable or unfavorable, and long-lasting tendencies to action. attitudes towards plbs are defined as customer predispositions (orientations) to respond to plbs favorably or unfavorably on the basis of their assessment or purchase. a private label attitude is a brand owned, produced, and managed by a retailer. retailers attempt to promote profit and differentiation in the construction and production of private labels, increase sales, and increase market share. as a response, this retailer's private product positioning will become an additional brand choice available to the consumer and offering a wider range of private label items, improving their quality and image (hashmi et al., 2020). store environments can be used as a marketing communication tool designed to satisfy customer expectations and preferences and to try to understand consumer behavior in modern shops to encourage buying decisions (hashmi et al., 2020). it is more difficult for retailers facing an ever more competitive marketplace to distinguish their stores based solely on product, price, promotion, or location. the presence of the store itself should provide a specific feeling or climate, such that consumer choices can be influenced (kotler & keller, 2016). several researchers who study the store environment indicate that the atmosphere and architecture of the store are important factors that affect customer preferences, service and product quality, price perceptions, and shopping experience costs (konuk, 2018). the driving factor of impulsive purchasing that retailers will use when selling goods to customers, such as commodity costs, product attributes, and product quality, is product-related characteristics (muruganantham & priyadharshini, 2017). meanwhile, product attributes are product items, which are absolutely required by consumers and are used as the basis for purchase decisions (nicole et al., 2020), if they are sold in a category of lower rates. perceived quality variants are, according to wang, tao, and chu (2020), consumer expectations of the quality of a product brand. perceived quality variants can influence the understanding in the eyes of consumers of the quality of a commodity. in the meantime nicole et al. (2020) notes that customer expectations suggest that in a product category, the quality of different brands of goods may or may not vary, arguing that perceived value is characterized as the perceived quality of the price paid. kotler and keller (2016) mention that the national brand image is the public view of the company or its products. according to olbrich et al. (2017), the picture of the national brand is the entire opinion of consumers about the brand or how they know it. it is confirmed that an image is a perception that is reasonably stable in the long term (enduring perception), so it is not easy to form an image, and it would be difficult to alter it once it is created. price consciousness is characterized, according to katt and meixner (2020), since consumers are reluctant to pay a higher price for a good, i.e., consumers focus on lower prices, without taking into account 27in-store marketing strategies.... (ronaldo yolanda putra; syifa nurul fadillah) product attributes that justify price consciousness. therefore, when purchasing a private label, low prices are the most important thing that buyers are interested in. price awareness is often commonly used by researchers to explain a product's market scores, seen from the product's price. according to kumar and candra (2020), in general, the increase in the market share of private label products is related to the question of the prices of private label products, and uncertainty about price factors can be linked to customer attitudes towards plb products. several studies indicate that private label marketing is important because customers make a lot of choices while they are in the shop. the private label brand was originally designed to be an inexpensive alternative to national labels. however, as customers gradually display a favorable trend for private label labels, the situation shifts (johnen & schnittka, 2019; olbrich et al., 2017), because their understanding of their private label brand's success is no less excellent than that of national brands. research shows that instore marketing, such as display room management, displays, signs, shop environment, service and in-store interactions, has a positive influence on brand interest and sales. in this case, in-store marketing campaigns will play an important role in developing favorable customer perceptions towards private label products (konuk, 2018). h1: in-store private label marketing has a positive impact on private label attitude. perceived quality is defined as a consumer's product quality evaluation, rather than the characteristics given by a private label brand, in accordance with the analysis of mishra et al. (2020), postulates that private label labels typically have a lower perceived quality than national brands because of the retailer's lack of prestige, which takes time to develop. the research aims to investigate the perceived quality of consumers between private label brands and big brands, and whether private label marketing in stores can help close the gap that benefits private label brands. h2: private label marketing in the store positively affects the attitude of the private label brand through the mediating role of perceived quality. the environment of a store consists of many signals that influence the internal assessment of a customer. the elements of the retail atmosphere are categorized into social, architecture, and environmental variables (hashmi et al., 2020). the social element applies to workers in the store and other customers. style differences can be attributed to the visual features of a space that tend to be at the forefront of market awareness (e.g., color and layout). the environmental factor relates to space's non-visual components, such as temperature, sound, and lighting. when making product quality decisions based around the idea of cue use, consumers depend on extrinsic and intrinsic signals (sarkar, sharma, & kalro, 2016), it elaborates that extrinsic and intrinsic signs, specifically flavor, materials, labeling, price, trade mark, and store image, impair private label brandcustomer evaluation. the effect of merchandise as a trigger on cognitive assessment has been investigated by several studies. if a consumer sees a retail store as superior to merchandising, it may serve as an external cue and have a positive effect on his or her enjoyment of the product. h3: store environment has a positive effect on private label attitude mediated by perceived quality variants. depending on the object, interaction with the product produces different results (diallo & siqueira, 2017). this explains that in the store brand-customer purchase phase, there is an attitude towards the private label, where goods with low participation can be commonly applied with less differentiation and less risk, resulting in an incentive to spend more. refers to the degree to which types of goods are connected with shops in the minds of customers. a good perceived association between stores and products is correlated with a high degree of product importance. while shop-specific signs are store image and product classification, quality variability is intangible signs that are specific to the product lines of the consumer, classified household cleaning items as a medium participation commodity group and breakfast cereals as low involvement in development. h4: the influence between product related attributes has a positive effect on private label attitude. mishra et al. (2020) show that the perceived performance and consumer attitude brand loyalty of big brands is greater than the loyalty of private label brands. although private label brands are focused on traditional as poor in quality and price, they are now in direct competition with national brands with product quality enhancements over the years national brand producers also participate in sales promotion or aggressive advertisement of national brand to retain consumers and compete with the creation of private label products. olbrich et al. (2017) show that the promotional promotion of a national brand delivers consumers benefits beyond monetary savings, including greater self-perception, higher status, and higher acquisition utility than a prestigious private label brand by purchasing a national brand at an affordable price. the next assumption, therefore, is: h5a: the potential moderating effect of national brand promotion attitude on the relationship between private label marketing and private label brand attitude. h5b: the potential moderating effect of national brand promotion attitude on the relationship between perceived quality variants and private label attitude. 28 the winners, vol. 23 no. 1 march 2022, 25-33 price consciousness has been described by marketing researchers in several ways. katt and meixner (2020) define it as the reluctance of buyers to pay a greater price for a product. in addition, price-conscious shoppers concentrate exclusively on paying low prices for a good. because of the special characteristics of its low price, private labels are purchased compared to national brands (olbrich et al., 2017). moreover, to motivate customers to choose private labels over national brands, retailers are also urged to prepare and have better positioning, pricing, and in-store displays. however, consider price perception to be an important reason for private label and national brand consumer brand selection. previous literature notes that sales with private labels are likely to be positively impacted by the perception of consumer prices (batra & sinha, 2000). consumers who can afford low rates tend to purchase private labels and have a positive attitude (alic, cinjarevik, & agic, 2020). in the fashion market, price has a direct positive relationship with purchasing interest, thus according to olbrich et al. (2017), the next assumption is: h6a: the potential moderating effect of price consciousness on the relationship between private label marketing and private label brand attitude. h6b: the potential moderating effect of price consciousness on the relationship between perceived quality variants and private label attitude. figure 1 research framework overall, based on what is seen in figure 1, the aim of the research is to see if retailers can influence customer attitudes toward private label brand by increasing perceived quality variance between private label brand and national brand using in-store private label marketing. furthermore, the research investigates how moderating variables such as national brand promotion attitude and price consciousness can affect consumer attitudes toward private label brand. the results are expected to provide an overview the important role of in-store private label marketing as a media to support marketing and service activities, especially for retailers who have a private label brand, and ultimately can understand its contribution in increasing customer attitude to private label brands. ii. methods this explanatory research aims to explain the variables studied as well as the influence between one variable and another variable. research period is conducted from october 2020 to december 2020. the research uses primary data sources using survey methods. furthermore, the research used questionnaires as instruments to collect data. questionnaires that have been compiled are then distributed to respondents electronically using google forms. the sampling method is convenience sampling. regarding consumer behavior towards private label products in hypermarket tanjungpinang sekaran and bougie (2016) the sample is every visitor who has shopped for private label products in hypermarket at a certain time. the information collected by researchers comes from members of the population who are easily accessible and willing to cooperate as respondents. during the time of dissemination of questionnaires (november-december 2020) collected 308 responses and 134 responses were discarded because they did not meet the criteria. the number of research samples was 174 respondents. furthermore, likert-scale five points are selected from 1 (strongly disagree) to 5 (strongly agree). the private label marketing variable is measured by four statement items adopted from abril and rodriguez (2016); the store environment measured by thirteen statement items (baker et al., 2002); product-related attributes measured by four statement items (jacqueline, kacena, & hessa, 2012); perceived quality variants are measured by four statement items (batra & sinha, 2000); national brand promotion attitude is measured by four statement items (manzur et al., 2011); price consciousness is measured by four statement items (mukherji, 2017); and private label attitude is measured by four statement items (manzur et al., 2011). after the data is collected, analyzing data using the (pls-sem) approach, the model testing process will be conducted using smart-pls software version 3.0 systematic evaluation of criteria follows the recommended two-stage process (hair et al., 2017). before the structural model evaluation process, the research assessed reflective measurement models to ensure the reliability and validity of constructed measurement indicators for model conformity which includes internal consistency (cronbach's alpha, composite reliability), convergent validity (average variance extracted) and discriminant validity. iii. results and discussions the research results are presented in the form of respondent characteristics, measurement instrument 29in-store marketing strategies.... (ronaldo yolanda putra; syifa nurul fadillah) testing, hypothesis testing, and analysis results. table 1 shows that 57,1% of respondents are female and 42,9% are male; 85,8% are between the ages of 19 and 27, and most of the respondents are from college. validity calculation evaluates the validity of reflective models taking into account the value of the loading factor. if the factor value above >0,7, the instrument meets the convergent validity test (hair et al., 2017). after being evaluated the loading factor value indicates that some items need to be removed from the research structure since the factor is below the recommended minimum limit. deleted items are three store environment items, two product-related attribute items, and one national brand's promotion attitude and private labels attitude (see table 2). table 1 demographic characteristics criteria item frequency (%) gender man 75 42,9 women 99 57,1 age 19-27 149 85,8 28-35 17 9,7 >35 8 4,4 education high school 19 10,6 college 155 89,4 profession professional 10 5,8 traders 23 12,8 employees 37 21,2 student 104 60,2 income / month <rp 1.000.000 58 33,6 rp 1.000.000 – rp 2.000.000 69 39,8 rp 2.000.000 – rp 3.000.000 24 13,7 >rp 4.000.000 23 12,9 source: researcher processed data (2020) the instrument is said to meet the validity of the convergent if it has an average variance extracted (ave) >0,5, based on table 3, it can be seen that the variables private label marketing, store environment, product related attribute, perceived quality variants, national brands promotion attitude, price consciousness, and private label attitude result in an ave value greater than >0,5. thus, the variable indicator is declared valid. to evaluate the criteria of construct measurement in the model stated that if the composite reliability value >0,7 and the value of cronbach's alpha >0,6, the construct is declared reliable (hair et al., 2017). table 4 shows that the composite reliability values in the ariable private label marketing, store environment, product related attribute, perceived quality variants, national brands promotion attitude, price consciousness, and private label attitude are >0,7. hence, based on composite reliability calculations of all indicators that measure variables are otherwise reliable. the goodness of fit models in pls analysis seen from r-squared. results in table 5 shows that the r-squared private labels attitude variable has a value of 0,729 (72,9%). the variable r-squared perceived quality variants is 0,340 (34,0%). hypothesis testing in the research can be known from the calculation of models using bootstrapping techniques. evaluate the criteria by stating if the coefficient of the positive path and t-statistical value t-table (1,97) then it is stated that there is a positive and significant influence of exogenous variables on endogenous variables. hypothetical test results are presented in table 6 and figure 2. table 2 convergent validity test result variable item loading t stat private label marketing plm1 0,741 19,431 plm2 0,880 23,961 plm3 0,848 17,244 plm4 0,860 43,198 store environment se11 0,742 23,839 se12 0,771 18,155 se2 0,737 36,919 se3 0,738 36,584 se4 0,793 15,770 se5 0,784 19,802 se6 0,743 17,412 se7 0,848 16,763 se8 0,832 21,460 product related attribute pra3 0,891 27,955 pra4 0,888 41,792 perceived quality variants pqv1 0,820 29,364 pqv2 0,880 36,973 pqv3 0,805 21,169 pqv4 0,761 21,855 national brands promotion attitude nbpa2 0,828 27,336 nbpa3 0,927 74,779 nbpa4 0,883 36,769 price consciousness pc1 0,806 10,732 pc2 0,854 18,598 pc3 0,756 8,462 pc4 0,732 7,996 private labels attitude pla1 0,820 20,544 pla3 0,786 21,637 pla4 0,863 44,160 source: researcher processed data (2020) 30 the winners, vol. 23 no. 1 march 2022, 25-33 table 3 test results of convergent with ave variable ave private label marketing 0,696 store environment 0,604 product related attribute 0,791 perceived quality variants 0,668 national brands promotion attitude 0,775 price consciousness 0,622 private labels attitude 0,678 source: researcher processed data (2020) table 4 reliability test result of construct variable cronbach’s alpha composite reliability private label marketing 0,853 0,901 store environment 0,918 0,932 product related attribute 0,736 0,883 perceived quality variants 0,833 0,889 national brands promotion attitude 0,855 0,911 price consciousness 0,805 0,868 private labels attitude 0,763 0,863 source: researcher processed data (2020) table 5 goodness of fit model test result variable r-squared private labels attitude 0,729 perceived quality variants 0,340 source: researcher processed data (2020) table 6 results of structural model hypothesis original sample t stat p values h1: private label marketing > private labels attitude 0,405 6,170 0,000 h2: private label marketing > perceived quality variants > private labels attitude 0,110 2,711 0,007 h3: store environment > perceived quality variants > private labels attitude 0,104 3,303 0,001 h4: product related attribute > private labels attitude 0,165 2,176 0,030 h5a: private label marketing*national brands promotion attitude > private labels attitude -0,008 0,128 0,898 h5b: perceived quality variants*national brands promotion attitude > private labels attitude 0,030 0,493 0,622 h6a: private label marketing* price consciousness > private labels attitude 0,107 1,683 0,093 h6b: perceived quality variants* price consciousness > private labels attitude -0,114 1,982 0,048 source: researcher processed data (2020) results show private label marketing has the most positive and significant influence on private label figure 2 hypothesis results 31in-store marketing strategies.... (ronaldo yolanda putra; syifa nurul fadillah) attitude. consumer attitude towards the quality of private label brand products that compete with national brands shows the importance of private label marketing in stores in giving a positive impression to consumers to improve the private label attitude of consumers. in line with research mishra et al. (2020), in-store private label marketing has a positive and significant effect on consumer private label attitude can be achieved through the improved perception of positive private label brand quality. abril and rodriguez (2016) state that in-store employee communication can target consumers. furthermore, the results show that private label marketing has a positive and significant influence on the private label attitude through the role of mediation perceived quality variants. these results reinforce research by mishra et al. (2020), which suggests the mediation effect of perceived quality variants on private label marketing and private label attitude relationships is significant. this indicates that private label brand efforts tend to meet direct competition with national brands in the store against perceived quality variants, for consumer attention and evaluation of the desired brand in the food category. perceived quality variants are defined as consumer ratings for features provided by private label brands competing with national brands. hypermarket consumers, especially in the food category, believe that the superiority of a product is based on the consumer's assessment of the quality of its products. results show the store environment has a positive and significant influence on private label attitude through mediation role perceived quality variants. mostafa and elseidi (2018) state that social cues in the store environment have a positive influence on consumer perception of the image of the store, and are proven to influence consumer perception of the image of the store. this shows that a positive store environment can support increasing customer enthusiasm if the right store atmosphere can capture attention by influencing consumers quality variants towards private label attitude and ultimately wanting to purchase private label products. while mowrey, parikh, and kevin (2019) mention that customers can feel pleasure when shopping in a store with an attractive design and layout. moreover, the favorable attitude of store employees is considered as an influential factor in getting customer feedback. the results show that product related attributes have a positive and significant influence on private label attitude. this suggests that in-store product attributes can increase consumer attention to private label brands. hypermarket retailers in the food category should provide adequate display space and these findings show that they can highlight private label brands in an attractive look to target consumers about the value that private label brands offer to avoid clashes against national brands. in line with the research by muruganantham and priyadharshini (2017) explaining there is a private label attitude in the consumer purchasing process, where products with engagement can be easily accepted with less differentiation and less risk resulting in a push to shop more. refers to the extent to which product categories are associated with stores in the minds of consumers. results show moderation of national brand promotion attitude has no interaction with dependent variables, so the national brand promotion attitude variable does not moderate the relationship between private label marketing variables and perceived quality variants against private label attitude. this result strengthens statement by mishra et al., (2020) that national brand promotion attitude does not moderate the relationship of private label marketing and perceived quality variants to private label attitude, and national brand promotion attitude for value-conscious consumers who have some quality constraints for the price they pay for the products purchased. the research seeks private label marketing to efficiently meet direct competition with national brands in meeting consumer attitudes to make purchases in the food category at hypermarket. the negative effects of national brand promotion tends to cause consumers to dislike instore marketing strategies, while the positive effect of moderation perceived quality increases marketing activity in the store in lowering perceived quality variants for private label brands and national brands. low attitude towards the promotion of national brands shows that consumers do not have confidence in marketing activities in hypermarket, which will weaken the impact of private label marketing in the store on a positive private label attitude. the results show that price consciousness moderation has no interaction with dependent variables, so price consciousness variables do not moderate the relationship between private label marketing variables and perceived quality variants against private label attitude. this is in line with mishra et al. (2020) pointing out that price consciousness does not moderate the relationship of private label marketing and perceived quality variants to private label attitude. this finding is an indication of the reduced importance of price consciousness in the face of private label marketing inappropriate stores in hypermarket. price is generally an important cue in quality perception when consumers find difficulties to rate brands. in contrast, mostafa and elseidi (2018) state the relationship of price consciousness and consumer attitudes towards private label brands is found to be very significant. this difference can be caused by differences in countries, there is a possibility that private label products in egyptian have been able to compete with national brands in terms of quality and price in that country, while for private label brands hypermarket tanjungpinang has not been able to compete against national brands. iv. conclusions the research examines how to develop instore private label marketing strategies to influence 32 the winners, vol. 23 no. 1 march 2022, 25-33 attitudes towards private labels. the results show the importance of private label marketing in the store to make the perception of quality between private label brands and national brands foster positive attitudes in influencing consumers. it can be concluded that: (1) private label marketing positively and significantly affects on private label attitude; (2) private label marketing and store environment have a positive and significant influence on private label attitude through the mediating role of perceived quality variants; (3) product-related attribute has a positive and significant effect on private label attitude; (4) national brand promotion attitude and price consciousness do not moderate the relationship between private label marketing and perceived quality variants on private label attitude. the findings suggest that in-store private label marketing is important for enhancing customer perceptions of product discrepancies between private label and national brands. the research finds that instore private label marketing campaigns improve expectations of private labels and national brand consistency in the supermarket food category. moreover, the store environment plays an important role in developing positive emotions. if it is managed properly, it will be able to provide sales advantages to private label products. the store environment which includes its variables, employees, lighting, and design are essential for retail stores. therefore, hypermart needs to focus on training employees to be more customer-centered, improving lighting patterns and store design. by doing so, it could attract more customers to shop for private label products at hypermarket. the research expects that consumers with strong price awareness in the food category will have a positive regulatory influence on in-store private label marketing, thus reducing their attitude towards private label brands. however, in this case, the results are not supported. because the food category competes directly with private label brands. the research results find the importance of in-store private label marketing, store environment, and product-related attributes in improving the private label attitude of retail industry consumers. the findings contribute to providing insight into private label marketing strategies where in-store private label marketing shrinks variations in private label brands and national brand quality perceptions to foster positive attitudes and influence consumer decision making towards private label brands. wellmanaged private label marketing will have a positive impact on consumers. in addition, a positive store environment allows consumers to feel the pleasure of shopping at the store with attractive design and layout. product-related attributes will positively contribute to hypermarket retailers in the food category by providing adequate display space, highlighting private label brands, and training salespeople to educate consumers about the value private label brands offers to bridge the gap between private label brands and national brand quality perceptions. the limitation of the research is the sample of consumers who purchase private label products, but the facts says that not all respondents who filled out the research questionnaire had made transactions, so they were dropped. marketing research evaluates consumer attitudes in two different ways, namely the attitudes of people who have made transaction and those who have never done. the formation of public attitudes that have never made transaction on a product or brand is a perception. whereas for people who have made transaction, their attitudes are established by past experiences. the sample of the perceived quality variable in this study is the position of consumers who transact. therefore, further research can use a sample of quality perception variables for consumers who have never bought private label products. the product signal can be the object of research in providing attitudes between consumers who have made transaction and those who have not. references abril, c. & rodriguez, c. b. 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(2019). the effects of online shopping context cues on consumers purchase intention for cross-border e-commerce sustainability. journal sustainability, 11(10), 2777. https://doi.org/10.3390/su11102777 *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 123 the winners, 22(2), september 2021, 123-136 doi: 10.21512/tw.v22i2.7056 risk and supply chain mitigation analysis using house of risk method and analytical network process shelvy kurniawan1*; denny marzuky2; rio ryanto3; vanny agustine4 1,2,3,4 management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1shelvy.kurniawan001@binus.ac.id; 2dennymarzuky1997@gmail.com; 3rioryanto9@gmail.com; 4vanny.agustine28@gmail.com received: 12th february 2021/ revised: 07th june 2021/ accepted: 07th june 2021 how to cite: kurniawan, s., marzuky, d., ryanto, r., & agustine, v. (2021). risk and supply chain mitigation analysis using house of risk method and analytical network process. the winners, 22(2), 123-136. https://doi.org/10.21512/tw.v22i2.7056 abstract the research studied pt xyz, a company engaged in the palm oil industry which has eleven subsidiaries spread across five provinces in indonesia. the research focused on analyzing supply chain risks in pt a, a subsidiary of pt xyz. the objective was to find out and reduce unexpected costs that the company may experience caused by the risks in supply chain. furthermore, the aim was to determine priority of risk agents and risk mitigation actions. the research method was a mixed methods, which combined both qualitative and quantitative analysis to answer the research questions. data analysis procedure involved supply chain operations reference (scor), house of risk (hor) 1, and analytic network process (anp). the scor method was used for mapping supply chain activities, the hor 1 was to determine the priority of the risk agent, and the anp was to determine the priority of mitigation actions. the results show that there are 36 risk events and 35 risk agents. 19 risk agents are categorized as priority risks and 11 preventive actions are proposed to be implemented by pt xyz. the research suggests that the company implement mitigation actions according to priority in accordance with the research results. keywords: risk analysis, supply chain analysis, mitigation analysis, house of risk (hor), analytical network process (anp) i. introduction competition in the current era of globalization is very high. this can be seen from the number of companies that have emerged, developed, grown, and competed in their respective fields. based on data from the central statistics agency, the number of companies in indonesia was recorded at 26,7 million in 2016 (agustinus, 2017). this figure increased by 3,98 million when compared to the number of companies in 2006. with intense competition, companies must be able to maintain busines processes and provide their best products or services. companies strive to manage risk, handle unexpected disruptions, and improve performance in an uncertain and changing business environment (munir et al., 2020). furthermore the company is facing a higher risk in terms of supply disruptions, production, delivery delays, etc. which in turn results in lost reputation, lost sales, and bad financial performance (sreedevi & saranga, 2017). an understanding of how to comprehensively mitigate and respond to supply chain risk reveals additional research challenges in supply chain management (kilubi, 2016). in order to remain competitive in supply chain ecosystem, one way is to pay attention to supply chain management. the supply chain ecosystem is the network environment in which the system operate (macdonald et al., 2018). supply chain management includes all movement and storage of raw materials, work in process inventory, and finished goods from point of origin to point of consumption (mavi et al., 2016). the supply chain is to add value to the product by moving it from one location to another, or by carrying out a process of changing it (setiadi, nurmalina, & suharno, 2018). regarding the risks in supply chain, supply chain risk management includes a wide variety of strategies aimed at identifying, assessing, mitigating, and monitoring unforeseen events that may have an impact, mostly adversely, on any part of the supply chain (baryannis et al., 2019). at a strategic level when dealing with supply chain management, it can guide the company 124 the winners, vol. 22 no. 2 september 2021, 123-136 in redesigning its corporate culture, processes, organizational structure among others and recognizing the general impact of supply chain management on business performance (min, zacharia, & smith, 2019). related to supply chain management, currently companies are increasingly responsible for the environmental, social and economic outcomes caused by their internal operations and by the operations of their suppliers (koberg & longoni, 2019). in the supply chain, there are various risks that may occur. based on australian new zealand standard in (anggrahini, karningsih, & sulistiyono, 2015) risk is an unexpected effect of a certain goal. risk itself is often defined as a function of the probability and consequences of an uncertain outcome (boonyanusith & jittamai, 2019). many companies increase their exposure to risk by having partners in business critical position in their supply chain (finch, 2004). according to elvandra, maarif, & sukardi (2018) supply chain risk is all risks from the flow of information, materials, and products or disruption caused by the complexity of the company's relationship with external parties. supply chain risk management is done through coordination or collaboration among supply chain partners to ensure profitability and continuity (tang, 2006), while attempts to assess risk accurately across organizational boundaries are hindered by the absence of a consistent set of risk metrics (shi, 2004). pt xyz is a company engaged in the palm oil industry and has eleven subsidiaries spread across five provinces in indonesia, namely north kalimantan, west kalimantan, east kalimantan, central kalimantan, and south sumatra. pt xyz was found in 2016. for approximately 3 years since its establishment, it is known that pt xyz has never evaluated its supply chain process. in carrying out its supply chain activities, this company often experiences problems from the procurement, production, to delivery processes. in the research, supply chain analysis was focused on pt a, a subsidiary of pt xyz which is located in the province of central kalimantan as presented in table 1. a supplier is a company or individual capable of providing resources, either in the form of goods or services needed by other companies (viarani & zadry, 2015). currently, pt a has local and foreign suppliers. suppliers who work with the company are suppliers for raw materials or materials used in plantation and factory operations. pt a is also working with local palm oil companies to supply fresh fruit bunches (ffb) to increase crude palm oil (cpo) and palm kernel (pk) production to match the supply demands of other companies. this business model can also be called b2b (business to business), a term used for commercial transactions between business people. delivery is the process of distributing finished goods and services to meet consumer needs. this process includes order management, warehouse management such as product packaging according to company procedures, transportation management such as making deliveries with the right and on time transportation to meet planned needs (putradi, 2017). for cpo produced by pt a, the company uses a third party service as a barge provider to load and deliver cpo to consumers in batam, riau islands. meanwhile, for pk produced by pt a, the company uses its own truck units to be sent to consumers in the south kalimantan area. for now, pt a has collaborated with several suppliers, including fertilizer suppliers, chemical suppliers (pest exterminators), and ffb suppliers. the problem that often occurs related to supplier operations to pt a is the problem of late delivery of the ordered materials as presented in table 2. table 3 shows that the data on fruit production and outside fruit acceptance (suppliers) in 2017 and table 1 comparison of pt xyz group subsidiary data pt xyz group pt estate mill afdeling area (ha) number of employees pt a 4 2 28 17.469 3.397 pt b 4 2 22 12.166 2.848 pt c 2 0 8 7.640 972 pt d 2 1 11 5.999 881 pt e 1 1 8 5.929 844 pt f 1 1 8 5.925 803 pt g 1 0 9 4.713 619 pt h 1 1 6 4.217 573 pt i 2 1 6 4.009 489 pt j 1 0 6 3.648 422 pt k 1 1 5 3.559 407 sumber : pt xyz (2019) 125risk and supply chain mitigation.... (shelvy kurniawan, et al.) 2018 did not reach the capacity set by the company. in 2017, the achievement of fruit capacity was 84,69%, which then decreased to 83,31% in 2018. the fruit achievements described have an impact on pt a's annual cpo and kernel production. in table 4, it can be seen that the achievement of cpo oil production in 2017 was only 80,66% and kernel 80,53%. in 2018, the achievement of cpo production decreased to 78,60% and kernel dropped to 78,29%. apart from being caused by the large number of fruit being processed, the achievement of this oil production is also caused by several factors such as the level of fruit maturity, machine breakdowns, and human negligence in the process. these achievements have indirectly impacted the process of sending cpo to consumers in batam, riau islands and kernel areas to consumers in the south kalimantan area. as seen in table 5, for cpo shipments, there are 2 delays out of a total of 7 shipments in 2017 and 2 times a delay out of a total of 8 shipments in 2018. for kernel shipments, there are 4 times the delay out of a total of 35 shipments in 2017 and 6 times delays out of a total of 36 shipments in 2018. one of the reasons for this delay is the lack of cpo and kernel produced by pt a in a certain period, so they have to wait a few days later to reach the quantity ordered by consumers. other factors that can impact delivery delays include engine breakdowns at factories, vehicle unit breakdowns, negligence in the oil processing process, and weather for distribution. the delay in delivery is one of the factors causing product damage that is sent to consumers of each product. table 6 provides data on damaged products sent by pt a in the period january 2017 to december 2018. in accordance with company policy, products that have been damaged will not be taken back by the company, and payment regulations are only made for products that are in good condition. companies need to realize the importance of building a good supply chain network to prevent risks that can reduce company revenues. therefore, steps that can be taken by pt a is to evaluate supply chain performance from the starting point of planning to consumers and assess whether the performance of the supply chain currently implemented is effective and efficient so that the company's competitiveness can be improved. anggrahini et al. (2015) examine problems in the supply chain of frozen shrimp products. the research uses the supply chain operations reference (scor) and house of risk (hor) methods. the results shows there are 41 risk events and 52 risk agents, 11 of which are categorized as priority risks and 12 mitigation actions are proposed to be implemented. ratnasari, hisjam, and sutopo (2018) examine problems in the supply chain of printing companies. this study uses table 2 data on pt a material receipts for the period jan 2017 dec 2018 type of goods total receipts number of late receipts percentage of late receipts fertilizer 91 22 24,18% chemical 15 4 26,67% outer ffb 243 31 12,76% source: pt xyz (2019) table 3 data of production and receipt of pt a fruit for 2017 2018 2017 2018 actual (ton) target (ton) target achievement actual (ton) target (ton) target achievement core fruit 136.688,14 164.273 83,21% 145.936 179.188 81,44% outer fruit 40.798,19 45.291 90,08% 45.332,23 50.388 89,97% total 177.486 209.564 84,69% 191.268 229.576 83,31% source: pt xyz (2019) table 4 pt a's cpo and kernel production 2017 2018 cpo production at pt a (ton) kernel production at pt a (ton) actual (ton) target (ton) target achievement actual (ton) target (ton) target achievement 2017 39.721,44 49.247,54 80,66% 5.360,09 6.655,74 80,53% 2018 42.404,17 53.950,36 78,60% 6.139,71 7.842,00 78,29% source: pt xyz (2019) 126 the winners, vol. 22 no. 2 september 2021, 123-136 the scor and hor methods. the results contains 24 risk events and 20 risk agents, two of which are categorized as priority risks and 9 mitigation actions are proposed to be implemented. the hor model is based on the proactive assumption that supply chain risk management should try to focus on preventive measures, namely reducing the possibility of risk agents and models capable of determining which risk agents have the greatest potential to cause risk events (hartono, christiani, & lasiman, 2018). furthermore, according to chotimah, purwanggono, and susanty (2017), the scor model includes an assessment of delivery and demand fulfillment performance, inventory and asset management, production flexibility, warranties, process costs, and other factors that affect the overall performance assessment of a supply chain. according to apics, the framework of scor model is divided into plan, source, make, deliver, return, and enable (ben-daya, hassini, & bahroun, 2017). ramadhani and baihaqi (2018) analyze the correlation relationship by combining two methods, namely the analytic network process (anp) and house of risk (hor) methods. the end result of the two methods finds that there are 30 causes or sources of risk and 13 critical risks that have 28 risk management strategies with 15 priority strategies that can be implemented by the company. ratnasari et al. (2018) map risks in printing companies and formulate risk mitigation alternatives to reduce risk. hor method is chosen to select a series of proactive actions that are considered cost-effective in managing supply chain risk in newspaper companies. laksmita and widodo (2018) use house of risk method to mitigate risks and successfully identify four priority risks, namely a8 (car problems), a4 (human error), a3 (error deposits through banks and underpayments), and a6 (past accidents cross) that must be reduced. the initial stage carried out is mapping supply chain activities. the mapping of supply chain activities at pt a is obtained by conducting interviews with related parties in the company. the interview is held directly to the operations and budgeting senior manager of pt xyz who is an expert in the field of operations at pt xyz. questionnaires are filled out by respondents at pt a who have the biggest role or responsibility related to the operations of pt a company, namely the general manager of the central kalimantan region. next, pt a's supply chain activities are mapped in the scor model. scor is an approach method for measuring the performance of a supply chain developed by the scc (supply chain council), which was formed in 1996 (putradi, 2017). scor method is used since this method can classify supply chain activities into five processes, namely plan (planning process), source (procurement process), make (production process), deliver (delivery process), and return (return process) so that activity mapping can be made more structured. the scor model is very effective as a frame of reference for identifying supply chain performance metrics in five important activities in supply chain management (kusmantini, guritno, & rustamaji, 2015). the next stage is the data processing stage which includes risk analysis. in data processing, there are several methods such as failure mode and effect analysis (fmea) and hor. fmea is a structured procedure to identify and prevent as many failure modes as possible. from the mapping of supply chain activities using the scor method, brainstorming is carried out to find out various forms of risk events that occur. fmea has widely used techniques to identify and eliminate potential failures to improve system security and reliability (ghadge et al., 2017). after that, the risk assessment is calculated through the calculation of the risk priority number (rpn) obtained from table 5 cpo and kernel delivery data for the 2017 2018 period cpo kernel delivery frequency late delivery frequency percentage of late shipments delivery frequency late delivery frequency percentage of late shipments 2017 7 2 28,57% 35 4 11,43% 2018 8 2 25,00% 36 6 16,67% source: pt xyz (2019) table 6 data on products received by consumers in 2017 2018 tahun cpo kernel quantity delivered (ton) quantity rejected (ton) quantity accepted (%) quantity delivered (ton) quantity rejected (ton) quantity accepted (%) 2017 38.300 2.849 92,56% 5.292 244 95,39% 2018 43.700 4.107 90,60% 6.070 371 93,89% source: pt xyz (2019) 127risk and supply chain mitigation.... (shelvy kurniawan, et al.) multiplying three factors, namely the level of damage produced (severity), the probability of risk occurrence (occurrence), and the level of possibility of detection (detection) for each risk event and prioritizing risky events that require further treatment (hapsari, 2018). meanwhile, the hor method according to pujawan and geraldin in putri (2017) is a modification of the house of quality (hoq) and failure mode and effects analysis (fmea) methods to compile a framework for managing supply chain risk. in hor method, a risk agent that has a high aggregate risk potential (arp) is selected, which means that the risk agent has a high probability of events and causes many risk events with severe impacts. then, mitigation actions are prepared for selected risk agents based on the ratio of total effectiveness for the level of difficulty and mitigation actions that can reduce many risk agents with high arp values (cahyani, pribadi, & baihaqi, 2016). brainstorming with the company is carried out to examine risky events that occur. in contrast to the fmea method, the hor 1 method calculates arp which is obtained from three factors, namely the level of risk source probability, the impact of damage to risk events, and the level of relationship between risk events and risk sources. one risk agent can induce multiple risk events, and vice versa, thus the hor 1 method is chosen since it is considered more effective than the fmea method by considering the level of the relationship between risk events and risk agents. after the risk analysis stage, the next stage is the risk management stage by looking for mitigation action priorities. in this stage, there are several methods such as hor 2, analytical hierarchy process (ahp), and analytical network process (anp). the hor 2 method is used for taking effective action to reduce the probability of a risk agent (putri, 2017). in the hor 2 method, the calculation of the ratio of effectiveness to level of difficulty is based on three factors, namely the level of effectiveness of mitigation actions, the level of difficulty to be implemented, and the level of relationship between risk agents and mitigation actions using ahp. thomas l. saaty engineered a major breakthrough in the 1970s by formulating the ahp (baffoe, 2019; chan, sun, & chung, 2019). it is a method for making a sequence of alternative decisions and selecting the best alternative. the ahp method solves complex problem structures by dividing the parts into a hierarchy. processing is carried out with a pairwise comparison matrix (sasongko, astuti, & maharani, 2017). another method that can be implemented at this stage is anp method, which is the development of ahp for dependence feedback cases and generalizes to the supermatrix approach. it also allows interaction and feedback within clusters (inner dependence) and between clusters (outer dependence) for decision making (adams & saaty, 2016). anp is a generalization of the ahp, by considering the dependence between elements of the hierarchy. many decision problems cannot be structured hierarchically since they involve the interaction and dependence of higher level elements in the hierarchy at lower level elements (kusnadi, surarso, & syafei, 2016). similar with ahp method, the anp method also performs processing with a pairwise comparison matrix between criteria and alternatives. the anp method is able to improve ahp's weaknesses in the form of the ability to accommodate linkages between criteria or alternatives (pungkasanti & handayani, 2017). the anp method is also superior when compared to the hor 2 method since the anp method can adjust the number of assessment criteria for alternatives according to the research needs. thus, the anp method is chosen for the research as it provides a clearer and more detailed description of the implementation compared to the hor 2 and ahp methods. analyzing supply chain performance using the hor and anp methods is needed to be able to provide solutions that can improve supply chain performance. the objectives of research are: 1) to identify risk events that have the potential to disrupt supply chain activities, 2) to determine the causes of risk (risk agent) that most influence the supply chain process by calculating the value of arp, and 3) to determine the best strategy of mitigation (preventive action) carried out by pt xyz, especially in the supply chain, to minimize risk by using the anp method. ii. methods the research applies mixed methods which aim to answer research questions that cannot be answered with qualitative or quantitative methods alone. mixed methods research focuses on collecting, analyzing, and combining both quantitative and qualitative data in a single study or a series of studies (sekaran & bougie, 2016). this type of research is a descriptive research. descriptive research is research whose aim is to obtain data that describes events to make systematic, factual descriptions or descriptions of facts and relationships between the phenomena being investigated to produce recommendations for future needs (sekaran & bougie, 2016). the research is conducted by means of interviews and also distributing questionnaires to sources who best understand the company's supply chain. interviews are conducted to determine the supply chain process series and also to analyze the risks that may occur in the supply chain process using the scor method. results of the interviews shows that there are 36 risk events and 35 risk agents in the entire supply chain process. the questionnaire is distributed to one person who is considered to have the most responsibility for the operations of pt a. the first questionnaire is conducted to see how the severity of risk events and risk agent incidence rates and the level of relationship between risk events and risk agents. the results of the first questionnaire are processed using the hor phase 1 method to find the impact resulting from each risk based on the arp value. after the arp value is obtained, the process continues to rank the risks from 128 the winners, vol. 22 no. 2 september 2021, 123-136 the highest to the lowest arp and divide these risks into 2 categories, which are priority and non-priority. of the 35 risk agents, 19 are categorized as priority risk and 16 of them are categorized as non-priority risk. next step is to design or propose mitigation actions against the 19 priority risks. based on the results of the discussion, 11 mitigation actions and 3 assessment criteria are obtained, namely the level of difficulty, effectiveness, and cost, which are compiled into a second questionnaire. the second questionnaire is conducted to see how the proposed criteria and alternatives are related. the results of the second questionnaire are processed using the anp method and the help of the super decision software v 2.10 application to see the priority order of the proposed mitigation actions. the research is expected to become a consideration or evaluation for the company to implement the research results in the form of a priority order of the proposed mitigation actions and apply the methods in the research in the future. iii. results and discussions from the results of interviews and activity mapping using the scor method, there are 36 risk events and 35 risk agents. risk events are those that can disrupt supply chain activities at a company. risk events are obtained from interviews with pt xyz which are then coded using the letter e to facilitate further reading. company risk events can be seen in table 7. risk agents are things that can cause a risk event to occur so that it can disrupt supply chain activities at the company. the risk agent is obtained from the results of the interview which are then coded using the letter a which aims to facilitate further reading. the company's risk agent can be seen in table 8. these risks are processed into a questionnaire to determine the severity of risk events, risk agent incidence rates, and the relationship between risk events and risk agents. the results of the questionnaire are then processed using the hor phase 1 method, and the risk order is obtained based on the highest to lowest arp value as presented in table 9. table 9 shows the order of risks based on the arp value. these risks are categorized into two categories, namely priority and non-priority with the application of the pareto theory. risk agents that have an influence of 80% are categorized as priority risks and the result is 19 risks, while the rest are categorized as non-priority risks. of the 19 prioritized risk agents, 11 mitigation actions are proposed to reduce the level of risk events in table 10. table 7 risk events at pt xyz activity sub-activity risk event code plan demand forecasting improper forecasting of the number of requests e1 material planning gap between recorded and available stock e2 production planning sudden change in production plans e3 shipping planning product delivery plan error e4 adjustment of human resources to supply chain requirements incompatibility of existing resources with supply chain needs e5 source supplier selection improper supply ability e6 the price offered exceeds the company budget e7 scheduling product delivery from suppliers late delivery of products from suppliers e8 products damaged in transit e9 sudden need for goods e10 product acceptance uneven maturity of ffb e11 the number of products received did not match the agreement e12 lack of transport manpower on the day concerned e13 quality checks the quality of the product received is not up to standard e14 there is damage to the product packaging e15 product storage product damage while in warehouse e16 inadequate warehouse capacity e17 product payment there is a price change from the agreed price e18 the company's inability to pay for the product e19 make production scheduling mistakes in making a production plan e20 129risk and supply chain mitigation.... (shelvy kurniawan, et al.) activity sub-activity risk event code production process insufficient amount of raw material e21 the quality of the fruit produced is not up to standard e22 unfulfilled fruit production targets e23 damage to factory machines e24 unfulfilled oil production targets e25 product quality check the quality of the oil does not match the existing standards e26 product storage oil quality deteriorates in storage e27 there is a leak in the oil storage area e28 deliver unit preparation less / unavailable transportation e29 product delivery late delivery of products e30 unit accident during delivery e31 product acceptance the number of products sent did not match the agreement e32 the quality of the products shipped has decreased e33 product payment late payment from consumers e34 the nominal paid does not match e35 return return of defective products to suppliers late arrival of product replacement from suppliers e36 source: pt xyz (2019) table 8 risk agent in pt xyz risk agent code forecasting that does not pay attention to external factors a1 seasonal factor a2 information and communication errors a3 error in supplier selection a4 there was damage to the transportation unit / machine a5 bad weather a6 the transport truck has an accident on the way a7 there is a sudden demand from consumers a8 the occurrence of damage to goods in the warehouse a9 workers only pursue daily targets regardless of the level of fruit maturity a10 error in harvesting fruit a11 lack of attention to essential oil palm care a12 lack of supervisor's supervision of workers a13 shipments of unsealed products a14 worker's negligence when loading goods a15 lack of coordination a16 workers do not pay attention to the applicable sop a17 worker's inaccuracy in quality checking a18 error in product packaging process a19 error in storage of raw materials a20 warehouse conditions that are not considered a21 the arrival of products from suppliers outside of schedule a22 price fluctuation a23 payment policy changes a24 table 7 risk events at pt xyz (continued) 130 the winners, vol. 22 no. 2 september 2021, 123-136 risk agent code lack of monitoring of worker attendance levels a25 fruit that is damaged by being in the open for a long time a26 improper and irregular machine maintenance a27 use of machines that exceed capacity a28 unattended oil storage area a29 drivers who do not have a driver's license a30 rare truck maintenance a31 truck loads that exceed capacity a32 there is fraud committed by workers a33 there is no driver standby when needed a34 human error a35 source: pt xyz (2019) table 9 order of risk based on arp value risk agent arp rank percentage cumulative category a3 3.591 1 6,10% 6,10% priority a5 3.360 2 5,71% 11,81% a7 3.186 3 5,41% 17,22% a35 3.143 4 5,34% 22,56% a10 2.968 5 5,04% 27,60% a28 2.872 6 4,88% 32,48% a17 2.695 7 4,58% 37,06% a16 2.583 8 4,39% 41,45% a27 2.513 9 4,27% 45,72% a13 2.457 10 4,17% 49,89% a18 2.304 11 3,91% 53,81% a29 2.100 12 3,57% 57,37% a6 2.085 13 3,54% 60,92% a11 2.009 14 3,41% 64,33% a12 2.009 15 3,41% 67,74% a31 2.009 16 3,41% 71,16% a32 2.008 17 3,41% 74,57% a21 1.482 18 2,52% 77,08% a20 1.434 19 2,44% 79,52% a9 1.398 20 2,38% 81,90% non-priority a23 1.206 21 2,05% 83,94% a34 1.134 22 1,93% 85,87% a30 1.071 23 1,82% 87,69% a26 1.050 24 1,78% 89,47% a25 882 25 1,50% 90,97% a8 788 26 1,34% 92,31% a2 770 27 1,31% 93,62% a33 768 28 1,30% 94,92% a15 555 29 0,94% 95,87% a22 540 30 0,92% 96,78% table 8 risk agent in pt xyz (continued) 131risk and supply chain mitigation.... (shelvy kurniawan, et al.) the 11 mitigation actions proposed are processed into a questionnaire to find the priority order of mitigation actions based on three criteria, namely difficulty level, effectiveness, and cost. based on the network model formed and the results of questionnaire filled out by the respondents, three pair comparisons are obtained: 1) the pairwise comparison of the criteria w.r.t. objective, 2) alternative pairwise comparison w.r.t. criteria and 3) pairwise comparison criteria w.r.t. alternative. in table 11, it can be seen that the most influential criterion in determining the best mitigation action at pt a is the effectiveness criteria with a weight of 0,57690. it is followed by the criteria for the level of difficulty in the second priority with a weight of 0,34200 and the cost criteria for the last priority with a weight of 0,08110. therefore, it can be interpreted that companies prioritize the effectiveness of a proposed mitigation action to see how big is the impact given if the company implements a mitigation action. after effectiveness, the company will see the level of difficulty of a mitigation action. with the company that has only been established for approximately three years, the company will see its capacity in implementing mitigation action. the cost criterion is the least influential criterion for selecting a mitigation action since the criteria for effectiveness risk agent arp rank percentage cumulative category a14 480 31 0,82% 97,60% a1 456 32 0,77% 98,37% a24 432 33 0,73% 99,11% a19 351 34 0,60% 99,70% a4 174 35 0,30% 100,00% total 58.863 source: the researchers (2019) table 10 proposed mitigation actions no. mitigation action code 1 conduct a briefing in the morning before starting work and an evaluation in the afternoon after work hours pa 1 2 perform regular periodic checks on the transportation/machine unit pa 2 3 ensure all unit operators have a sim according to each unit pa 3 4 provide incentives to workers who clean warehouse & oil storage areas pa 4 5 provide counseling regarding company sops to all employees including new employees pa 5 6 provide written sanctions/fines for losses that have been done pa 6 7 make a place/partition for each material along with a bincard pa 7 8 create a staff level daily field inspection template for monitoring inspection levels pa 8 9 create a template for daily activity reports for all employees submitted to their respective superiors pa 9 10 improve the condition of the main garden road pa 10 11 expand the current warehouse/build a new warehouse pa 11 source: the researchers (2019) table 9 order of risk based on arp value (continued) and the level of difficulty in implementing mitigation action are considered more important than the cost of implementing it. table 12 shows the weight of each alternative against each criterion. for example, pa 10 has the highest weight with a value of 0,31023 among other alternatives on the cost criteria. thus it can be interpreted that pa 10 requires the greatest cost among other alternatives. from the effectiveness criteria, pa 11 has the highest weight with a value of 0,28625, which can be interpreted that pa 11 has the greatest effectiveness among other alternatives. from the difficulty level criteria, pa 10 has the highest weight with a value of 0,31832, which can be interpreted that pa 10 has the highest difficulty level to be implemented. table 13 shows the weight of each criterion against each alternative. for example, in pa 1, the weight of effectiveness is 0,69231, the weight of the difficulty level is 0,23077, the weight of the cost is 0,07692. thus it can be interpreted that the effectiveness criterion has the greatest weight because implementing pa 1 can reduce the error rate that may occur in the supply chain process. it is considered not too difficult to implement, and the required costs are little or no cost at all. table 12 shows the weight of each alternative 132 the winners, vol. 22 no. 2 september 2021, 123-136 against each criterion. for example, pa 10 has the highest weight with a value of 0,31023 among other alternatives on the cost criteria. thus it can be interpreted that pa 10 requires the greatest cost among other alternatives. from the effectiveness criteria, pa 11 has the highest weight with a value of 0,28625, which can be interpreted that pa 11 has the greatest effectiveness among other alternatives. from the difficulty level criteria, pa 10 has the highest weight with a value of 0,31832, which can be interpreted that pa 10 has the highest difficulty level to be implemented. table 13 shows the weight of each criterion against each alternative. for example, in pa 1, the weight of effectiveness is 0,69231, the weight of the difficulty level is 0,23077, the weight of the cost is 0,07692. thus it can be interpreted that the effectiveness criterion has the greatest weight because implementing pa 1 can reduce the error rate that may occur in the supply chain process. it is considered not too difficult to implement, and the required costs are little or no cost at all. from the priority criteria to the objectives and the comparison between the criteria and alternatives, a synthesis stage is carried out to see the priority order of mitigation actions that the company should take. the synthesis results can be seen in table 14. table 11 pairwise comparison of criteria criteria weight rank effectiveness 0,57690 1 degree of difficulty 0,34200 2 cost 0,08110 3 table 12 alternative pairwise comparison criteria alternative weight inconsistency cost pa 1 0,01637 0,09787 pa 2 0,13838 pa 3 0,02384 pa 4 0,06747 pa 5 0,02063 pa 6 0,01496 pa 7 0,12632 pa 8 0,02591 pa 9 0,02380 pa 10 0,31023 pa 11 0,23209 effectiveness pa 1 0,09126 0,09980 pa 2 0,04356 pa 3 0,0570 pa 4 0,02136 pa 5 0,03214 pa 6 0,18722 pa 7 0,02546 pa 8 0,01429 pa 9 0,01945 pa 10 0,22199 pa 11 0,28625 degree of difficulty pa 1 0,03453 0,08618 pa 2 0,15715 pa 3 0,01273 pa 4 0,02142 pa 5 0,02622 133risk and supply chain mitigation.... (shelvy kurniawan, et al.) criteria alternative weight inconsistency pa 6 0,01544 pa 7 0,13609 pa 8 0,04116 pa 9 0,02204 pa 10 0,31832 pa 11 0,21489 source: the researchers (2019) tabel 13 alternative pairwise comparison alternative criteria weight inconsistency pa 1 cost 0,07692 0,00000 effectiveness 0,69231 degree of difficulty 0,23077 pa 2 cost 0,63699 0,03703 effectiveness 0,25828 degree of difficulty 0,10473 pa 3 cost 0,10203 0,02795 effectiveness 0,72585 degree of difficulty 0,17212 pa 4 cost 0,69552 0,07348 effectiveness 0,22905 degree of difficulty 0,07543 pa 5 cost 0,09534 0,01759 effectiveness 0,65481 degree of difficulty 0,24986 pa 6 cost 0,08967 0,01759 effectiveness 0,70503 degree of difficulty 0,2053 pa 7 cost 0,69096 0,05156 effectiveness 0,21764 degree of difficulty 0,09140 pa 8 cost 0,07543 0,07348 effectiveness 0,69552 degree of difficulty 0,22905 pa 9 cost 0,07543 0,07348 effectiveness 0,69552 degree of difficulty 0,22905 pa 10 cost 0,75825 0,03112 effectiveness 0,15125 degree of difficulty 0,09051 pa 11 cost 0,72585 0,02795 effectiveness 0,17212 degree of difficulty 0,10203 source: the researchers (2019) table 12 alternative pairwise comparison (continued) 134 the winners, vol. 22 no. 2 september 2021, 123-136 iv. conclusions the research results show that there are thirtysix risk events in pt a's supply chain for the period january 2017 december 2018. three risk events include a unit accident during delivery, insufficient warehouse capacity, and damage to factory machinery. the risk events analyzed in pt a are caused by the risk agent or risk cause. 35 risk agents in the supply chain of pt a were obtained in the period of january 2017 december 2018, 19 of which were categorized as priority risks. the three priority risks include misinformation and communication, damage to the transportation unit/engine, and the truck accident on the way. to reduce the occurrence of risk events, companies need to reduce the incidence rate of risk agents. as many as 11 mitigation actions for the 19 priority risks are proposed. three mitigation actions include improving the condition of the main garden road, expanding the current warehouse/building a new warehouse, and conducting routine checks on certain periods of the transportation/machinery unit. by looking at the many risks that could potentially arise in the supply chain process of pt a, the researchers suggest that the company is able to implement mitigation actions according to priority in accordance with the research results, for example, by improving the condition of the main garden road. by implementing these mitigation actions, the company incurs significant costs initially, but is expected to reduce indirect costs in the long run, such as unit repair costs due to accidents that occur continuously. for supply chain risk analysis and other fields, it is recommended that companies are able to apply: 1) the scor method to help map activities, 2) the hor method to analyze risk since it considers the relationship between risk events and risk agents, and 3) the anp method to seek mitigation action priorities since anp can accommodate the linkages between criteria and alternatives. the research has limitations since it investigates tabel 14 mitigation action priority sequence mitigation action code rank improve the condition of the main garden road pa 10 1 expand the current warehouse/build a new warehouse pa 11 2 perform regular periodic checks on the transportation / machine unit pa 2 3 make a place/partition for each material along with a bincard pa 7 4 provide written sanctions/fines for losses that have been done pa 6 5 provide incentives to workers who clean warehouse & oil storage areas pa 4 6 conduct a briefing in the morning before starting work and an evaluation in the afternoon after work hour pa 1 7 ensure that all unit operators have a sim in accordance with each unit pa 3 8 provide counseling regarding company sops to all employees including new employees pa 5 9 create a staff level daily field inspection template for monitoring inspection levels pa 8 10 create a template for daily activity reports for all employees submitted to their respective superiors pa 9 11 source: the researchers (2019) only in one palm oil company in indonesia. future research is suggested to examine several oil palm companies to compare the results of their research whether it can be generalized. in addition, it is suggested that there is future research on other industries outside of plantations. references adams, w. j. & saaty, r. w. 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(2015). analisis pemilihan pemasok dengan metode analytical hierarchy process di proyek indarung vi pt semen padang. jurnal optimasi sistem industri, 14(1), 55-70. https://doi. org/10.25077/josi.v14.n1.p55-70.2015 microsoft word 04_jerry m. logahan_setting.doc 116 journal the winners, vol. 10 no. 2, september 2009: 116-127 pengaruh tekanan pekerjaan dan stres pekerjaan terhadap evaluasi kinerja jerry m. logahan jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 jlogahan@yahoo.com abstract the lawyer profession at this time has become the public spotlight due to their role in upholding justice and defending the oppressed. this noble work requires reliable performance. therefore, performance evaluation of lawyers needs to be considered. factors that affect the performance evaluation of lawyers should also be investigated further. the purpose of this study is to see the correlation of job stress and pressure of work on performance evaluation of the lawyers, especially in corporate law firm "h h. harris sarana and partner law firm". this research has shown that the effects of job stress and job stress have a significant impact on performance evaluation. work pressure variable can affect performance evaluation significantly. with the situation now, corporate leaders need to consider the pressures of work and working atmosphere, so performance can be increased. in addition, companies need to improve communications systems and trying to minimize all forms of work stressors, so the lawyers can provide more optimal results in doing their job. keywords: job, pressure, stressor, performance, evaluation abstrak tugas sebagai pengacara saat ini menjadi sorotan masyarakat karena perannya dalam menegakkan keadilan dan membela yang tertindas. pekerjaan yang mulia ini membutuhkan kinerja yang dapat dipertanggung jawabkan. oleh karena itu, evaluasi kinerja para pengacara perlu diperhatikan. hal-hal yang mempengaruhi evaluasi kinerja para pengacara perlu juga diteliti lebih jauh. tujuan penelitian adalah untuk melihat pengaruh stres pekerjaan dan tekanan pekerjaan terhadap evaluasi kinerja dari para pengacara, khususnya di perusahaan hukum “h. harris sarana sh and partners”. dari penelitian, didapatkan bahwa pengaruh tekanan pekerjaan dan stres pekerjaan cukup mempengaruhi evaluasi kinerja. variabel tekanan pekerjaan dapat mempengaruhi evaluasi kinerja secara signifikan. dengan keadaan sekarang, pimpinan perusahaan perlu memperhatikan tekanan pekerjaan dan suasana kerja, agar lebih dapat meningkatkan evaluasi kinerja para pengacara. selain itu, perusahaan perlu memperbaiki sistem komunikasi dan berusaha meminimalisasi segala bentuk stressor kerja, agar para pengacara dapat memberikan hasil yang lebih optimal dalam melakukan pekerjaannya. kata kunci: pekerjaan, tekanan, stres, kinerja, evaluasi pengaruh tekanan pekerjaan .....(jerry m. logahan) 117 pendahuluan tugas sebagai pengacara saat ini menjadi sorotan masyarakat karena perannya dalam menegakkan keadilan dan membela yang tertindas. pekerjaan yang mulia ini membutuhkan kinerja yang dapat dipertanggung jawabkan. oleh karena itu, evaluasi kinerja para pengacara perlu diperhatikan serta hal-hal yang mempengaruhi evaluasi kinerja para pengacara perlu ditarik suatu benang merahnya. untuk itulah penulis ingin melihat pengaruh stres pekerjaan dan tekanan pekerjaan terhadap evaluasi kinerja dari para pengacara, khususnya di perusahaan hukum “h. harris sarana sh and partners”. peneliti mengetahui beberapa permasalahan yang perlu dikaji, di antaranya (1) apakah ada pengaruh tekanan pekerjaan terhadap evaluasi kinerja para pengacara pada law firm h. harris sarana, sh and partners?; (2) apakah ada pengaruh stres pekerjaan terhadap evaluasi kinerja para pengacara pada law firm h. harris sarana, sh and partners?; dan (3) apakah ada pengaruh tekanan pekerjaan dan stres pekerjaan terhadap evaluasi kinerja para pengacara pada law firm h. harris sarana, sh and partners?. metode penelitian tujuan dilakukannya penelitian ini adalah karena peneliti ingin mengetahui hubungan antara tekanan pekerjaan dengan stres yang diterima dari pekerjaan terhadap evaluasi kinerja para pengacara yang berada di bawah naungan h. harris sarana, sh and partners. untuk mendapatkan data yang dibutuhkan, penulis melakukan serangkaian proses yang dibutuhkan dalam mencari dan mengumpulkan data agar sesuai dengan kondisi yang sesungguhnya terjadi (tabel 1). sementara itu, kerangka pemikiran dapat dilihat pada gambar 1. tabel 1 desain penelitian tujuan penelitian jenis penelitian metode penelitian unit analisa time horizon t-1 asosiatif survei individu-pengacara cross-sectional t-2 asosiatif survei individu-pengacara cross-sectional t-3 asosiatif survei individu-pengacara cross-sectional keterangan: t-1 : mengetahui hubungan antara tekanan pekerjaan terhadap evaluasi kinerja para pengacara yang berada di bawah naungan h. harris sarana, sh and partners. t-2 : mengetahui hubungan antara stres yang diterima dari pekerjaan terhadap evaluasi kinerja para pengacara yang berada di bawah naungan h. harris sarana, sh and partners. t-3 : mengetahui hubungan antara tekanan pekerjaan dengan stres yang diterima dari pekerjaan terhadap evaluasi kinerja para pengacara yang berada di bawah naungan h. harris sarana, sh and partners. 118 journal the winners, vol. 10 no. 2, september 2009: 116-127 gambar 1 kerangka pemikiran hasil dan pembahasan uji validitas hasil uji validitas penelitian ini dapat dilihat pada tabel 1, 2, dan 3. pengaruh tekanan pekerjaan .....(jerry m. logahan) 119 tabel 1 uji validitas pernyataan variabel x1 (tekanan pekerjaan) variabel koefisien korelasi rtabel validitas x1_1 0,712 0,55 valid x1_2 0,738 0,55 valid x1_3 0,761 0,55 valid x1_4 0,623 0,55 valid x1_5 0,605 0,55 valid x1_6 0,659 0,55 valid x1_7 0,611 0,55 valid x1_8 0,632 0,55 valid x1_9 0,676 0,55 valid x1_10 0,617 0,55 valid x1_11 0,676 0,55 valid x1_12 0,665 0,55 valid sumber: data kuesioner variabel x1 (tekanan pekerjaan) yang diolah dengan spss tabel 2 uji validitas pernyataan variabel x2 (stres pekerjaan) variabel koefisien korelasi rtabel validitas x2_1 0,655 0,55 valid x2_2 0,683 0,55 valid x2_3 0,697 0,55 valid x2_4 0,667 0,55 valid x2_5 0,617 0,55 valid x2_6 0,662 0,55 valid x2_7 0,637 0,55 valid x2_8 0,605 0,55 valid x2_9 0,676 0,55 valid x2_10 0,659 0,55 valid x2_11 0,647 0,55 valid x2_12 0,642 0,55 valid sumber: data kuesioner variabel x2 (stres pekerjaan) yang diolah dengan spss 120 journal the winners, vol. 10 no. 2, september 2009: 116-127 tabel 3 uji validitas pernyataan variabel x3 (evaluasi kinerja) variabel koefisien korelasi rtabel validitas y_1 0,621 0,55 valid y_2 0,677 0,55 valid y_3 0,622 0,55 valid y_4 0,659 0,55 valid y_5 0,662 0,55 valid y_6 0,655 0,55 valid y_7 0,687 0,55 valid y_8 0,659 0,55 valid y_9 0,694 0,55 valid y_10 0,671 0,55 valid sumber: data kuesioner variabel x3 (evaluasi kinerja) yang diolah dengan spss uji validitas untuk tiap pernyataan dilakukan dengan menggunakan rumus korelasi pearson product moment, dengan mengkorelasikan nilai dari setiap pernyataan. dasar pengambilan keputusan pada uji validitas ini adalah sebagai berikut. jika koefisien korelasi (rhitung) > 0,55 (rtabel), maka pernyataan tersebut valid, dan jika koefisien korelasi (rhitung) < 0,55 (rtabel), maka pernyataan tersebut tidak valid. berdasarkan ketiga tabel di atas, seluruh pernyataan pada variabel x1 (tekanan pekerjaan), x2 (stress pekerjaan), x3 (evaluasi kinerja) adalah valid, karena koefisien korelasi (rhitung) > 0,55 (rtabel). uji reliabilitas uji realibilitas digunakan untuk mengukur tingkat keakuratan kuesioner dan uji realibilitas yang digunakan di dalam penelitian ini adalah realibilitas dengan metode alpha. pada teknik alpha, cronbach’s alpha didapat dari hasil perhitungan varians yang dimasukkan ke rumus alpha. nilai rtabel dilihat dari tabel r di product moment, dengan df (degree of freedom) : n-2, dan untuk penelitian ini, df : 10-2 = 8, dengan tingkat kepercayaan 95% dan nilai rtabel adalah 0,55. dasar pengambilan keputusan untuk uji realibilitas ini adalah sebagai berikut: jika cronbach’s alpha > 0,55 (rtabel), maka kuesioner yang diuji bersifat reliabel. sedangkan, jika cronbach’s alpha < 0,55 (rtabel), maka kuesioner yang diuji bersifat tidak reliabel. tabel 4 uji reliabilitas pernyataan variabel x1 (tekanan pekerjaan) variabel cronbach’s alpha rtabel reliabilitas tekanan pekerjaan 0,602 0,55 reliabel sumber: data kuesioner variabel x1 (tekanan pekerjaan) yang diolah dengan spss berdasarkan tabel di atas, maka telah terbukti bahwa semua pernyataan pada variabel tekanan pekerjaan bersifat reliabel karena nilai cronbach’s alpha (0,602) > daripada rtabel (0,55). pengaruh tekanan pekerjaan .....(jerry m. logahan) 121 tabel 5 uji reliabilitas pernyataan variabel x2 (stres pekerjaan) variabel cronbach’s alpha rtabel reliabilitas stres pekerjaan 0,602 0,55 reliabel sumber: data kuesioner variabel x2 (stres pekerjaan) yang diolah dengan spss berdasarkan tabel di atas, maka telah terbukti bahwa semua pernyataan pada variabel stres pekerjaan adalah bersifat reliabel karena nilai cronbach’s alpha (0,602) > daripada rtabel (0,55). tabel 6 uji validitas reliabilitas pernyataan variabel x3 (evaluasi kinerja) variabel cronbach’s alpha rtabel reliabilitas evaluasi kinerja 0,602 0,55 reliabel sumber: data kuesioner variabel x3 (kinerja pengacara) yang diolah dengan spss berdasarkan tabel di atas, maka telah terbukti bahwa semua pernyataan pada variabel evaluasi kinerja bersifat reliabel karena nilai cronbach’s alpha (0,602) > daripada rtabel (0,55). kesimpulannya adalah seluruh pernyataan yang terdapat di kuesioner yang digunakan di dalam penelitian ini bersifat reliabel karena nilai cronbach’s alpha > daripada rtabel. hal ini menunjukkan bahwa alat ukur akurat dan dapat dipercaya kebenarannya. analisis korelasi bivariate analisis korelasi bivariate adalah analisis hubungan antar variabel, yaitu erat atau tidaknya hubungan, arah hubungan, dan berarti atau tidaknya suatu hubungan. berikut ini adalah analisis korelasi bivariate antara variabel tekanan pekerjaan, stres pekerjaan, dan evaluasi kinerja (tabel 7). tabel 7 uji korelasi bivariate variabel tekanan pekerjaan dengan stres pekerjaan dari analisis korelasi di atas, didapat koefisien korelasi yang digunakan untuk mengetahui keeratan hubungan dan arah hubungan, sedangkan signifikansi untuk mengetahui apakah hubungan yang terjadi, berarti atau tidak. untuk mengetahui keeratan hubungan, maka dapat dilihat dari besarnya koefisien korelasi dengan pedoman, yaitu jika koefisien korelasi semakin mendekati 1 atau 1, maka hubungan erat atau kuat, sedangkan jika koefisien korelasi semakin mendekati 0, maka hubungan lemah. untuk mengetahui arah hubungan, maka dapat dilihat pada tanda nilai koefisien, yaitu positif dan negatif. 122 journal the winners, vol. 10 no. 2, september 2009: 116-127 dari output di atas, didapat koefisien korelasi antara tekanan pekerjaan dengan stres pekerjaan adalah -0,735. karena nilai lebih mendekati 1, maka hubungan antara tekanan pekerjaan dengan stres pekerjaan adalah erat dan kuat. nilai koefisien bertanda negatif, yang berarti hubungan negatif. artinya adalah jika tekanan pekerjaan buruk, maka stres pekerjaan akan meningkat; atau jika tekanan pekerjaan baik, maka stres pekerjaan akan menurun. untuk mengetahui hubungan berarti atau tidak, maka dilakukan pengujian signifikansi sebagai berikut (1) menentukan hipotesis h0 dan h1, yakni h0 adalah tidak ada hubungan antara tekanan pekerjaan dengan stres pekerjaan dan h1 adalah ada hubungan antara tekanan pekerjaan dengan stres pekerjaan; (2) menentukan signifikansi. dari output, dapat diketahui signifikansi adalah 0,006; (3) pengambilan keputusan, yakni signifikansi > 0,05, maka h0 diterima dan signifikansi ≤ 0,05, maka h0 ditolak; (4) kesimpulan. signifikansi sebesar 0,006 ≤ 0,05, maka h0 ditolak, kesimpulannya adalah ada hubungan yang berarti antara tekanan pekerjaan dengan stres pekerjaan. tabel 8 uji korelasi bivariate variabel tekanan pekerjaan dengan evaluasi kinerja dari output di atas, didapat koefisien korelasi antara tekanan pekerjaan dengan evaluasi kinerja adalah 0,683. karena nilai lebih mendekati 1, maka hubungan antara tekanan pekerjaan dengan evaluasi kinerja adalah erat dan kuat. nilai koefisien bertanda positif, yang berarti hubungan positif, artinya jika tekanan pekerjaan baik maka evaluasi kinerja akan meningkat, atau jika tekanan pekerjaan buruk maka evaluasi kinerja akan menurun. untuk mengetahui hubungan berarti atau tidak, maka dilakukan pengujian signifikansi sebagai berikut (1) menentukan hipotesis h0 dan h1, yakni h0 adalah tidak ada hubungan antara tekanan pekerjaan dengan evaluasi kinerja dan h1 adalah ada hubungan antara tekanan pekerjaan dengan evaluasi kinerja; (2) menentukan signifikansi. dari output dapat diketahui signifikansi adalah 0,030; (4) pengambilan keputusan, yakni signifikansi > 0,05, maka h0 diterima dan signifikansi ≤ 0,05, maka h0 ditolak; (4) kesimpulan, yakni signifikansi sebesar 0,030 ≤ 0,05, maka h0 ditolak, kesimpulannya yaitu ada hubungan yang berarti antara tekanan pekerjaan dengan evaluasi kinerja. tabel 9 uji korelasi bivariate variabel stres pekerjaan dengan evaluasi kinerja pengaruh tekanan pekerjaan .....(jerry m. logahan) 123 dari output di atas, didapat koefisien korelasi antara stres pekerjaan dengan evaluasi kinerja adalah -0,768. karena nilai lebih mendekati 1, maka hubungan antara stres pekerjaan dengan evaluasi kinerja adalah erat dan kuat. nilai koefisien bertanda negatif, yang berarti hubungan negative. artinya adalah jika stres pekerjaan meningkat, maka dengan evaluasi kinerja akan menurun, atau jika stres pekerjaan menurun maka evaluasi kinerja akan meningkat. untuk mengetahui hubungan berarti atau tidak, maka dilakukan pengujian signifikansi sebagai berikut (1) menentukan hipotesis h0 dan h1, yakni h0 adalah tidak ada hubungan antara stres pekerjaan dengan evaluasi kinerja dan h1 adalah ada hubungan antara stres pekerjaan dengan evaluasi kinerja; (2) menentukan signifikansi. dari output dapat diketahui signifikansi adalah 0,009; (3) pengambilan keputusan, yakni signifikansi > 0,05, maka h0 diterima dan signifikansi ≤ 0,05, maka h0 ditolak; (4) kesimpulan. signifikansi sebesar 0,009 ≤ 0,05, maka h0 ditolak. kesimpulannya adalah ada hubungan yang berarti antara stres pekerjaan dengan evaluasi kinerja. analisis koefisien determinasi regresi sederhana untuk mengetahui ada atau tidaknya pengaruh antara tekanan pekerjaan terhadap evaluasi kinerja, maka digunakan software spss, dengan perhitungan sebagai berikut ini: tabel 10 variables entered / removed and model summary dari tekanan pekerjaan dengan evaluasi kinerja hasil analisisnya adalah (1) tabel variables entered/removed, tidak terdapat variables removed, yang berarti variabel bebas dimasukkan ke dalam perhitungan regresi; (2) r square pada tabel model summary adalah 0,466, yang berarti evaluasi kinerja dapat dipengaruhi oleh tekanan pekerjaan sebanyak dan sisanya sebesar 53,4% (100% 46,6%) dipengaruhi oleh faktor lain; (3) standart error of estimate sebesar 0,61466, di mana semakin kecil standart error of estimate, maka berarti model regresi semakin tepat dalam memprediksi variabel bebas; (4) r pada tabel model summary adalah 0,683, yang berarti korelasi antara tekanan pekerjaan dengan evaluasi kinerja sebesar 0,683. analisis anova dan koefisien regresi sederhana berikut adalah hasil perhitungan dengan software spss (tabel 11). 124 journal the winners, vol. 10 no. 2, september 2009: 116-127 tabel 11 anova and coefficients hasil analisisnya adalah (1) signifikan di tabel anova bernilai 0,030, yang ≤ dari 0,05, berarti tekanan pekerjaan berpengaruh terhadap evaluasi kinerja; (2) hipotesis yakni h0 adalah tekanan pekerjaan tidak berpengaruh signifikan terhadap evaluasi kinerja dan h1 adalah tekanan pekerjaan berpengaruh signifikan terhadap evaluasi kinerja; (3) dasar pengambilan keputusan yakni signifikansi ≥ 0,05, maka h0 diterima dan signifikansi ≤ 0,05, maka h0 ditolak; (4) hasil perhitungannya adalah signifikan bernilai 0,030, yang ≤ dari 0,05, maka h0 ditolak dan berarti tekanan pekerjaan berpengaruh terhadap evaluasi kinerja secara signifikan; (5) persamaan regresi di tabel coefficient yakni y = 0,748 + 0,769x1, di mana y adalah evaluasi kinerja dan x1 adalah tekanan pekerjaan; (6) pada persamaan regresi di atas, diketahui konstanta sebesar 0,748, menyatakan bahwa jika tidak ada variabel tekanan pekerjaan, maka evaluasi kinerja nilainya sebesar 0,748; (7) koefisien regresi sebesar 0,769 menyatakan bahwa setiap penambahan 1 angka, maka variabel tekanan pekerjaan akan meningkatkan evaluasi kinerja sebesar 0,769. analisis koefisien determinasi regresi sederhana untuk mengetahui ada atau tidaknya pengaruh antara stres pekerjaan terhadap evaluasi kinerja, maka digunakan software spss, dengan perhitungan sebagai berikut ini (tabel 12). tabel 12 variables entered/removed and model summary dari stres pekerjaan dengan evaluasi kinerja hasil analisisnya adalah (1) tabel variables entered/removed, tidak terdapat variables removed, yang berarti variabel bebas dimasukkan ke dalam perhitungan regresi; (2) r square pada tabel model summary adalah 0,590, yang berarti evaluasi kinerja dapat dipengaruhi oleh stres pekerjaan sebanyak pengaruh tekanan pekerjaan .....(jerry m. logahan) 125 59,0% dan sisanya sebesar 41,0% (100% 59,0%) dipengaruhi oleh faktor lain; (3) standart error of estimate sebesar 0,53855, di mana semakin kecil standart error of estimate, maka berarti model regresi semakin tepat dalam memprediksi variabel bebas; (4) r pada tabel model summary adalah 0,768, yang berarti korelasi antara stres pekerjaan dengan evaluasi kinerja sebesar 0,768. analisis anova dan koefisien regresi sederhana analisis anova dan koefisien regresi sederhana dapat dilihat pada tabel 13 sebagai berikut. tabel 13 anova and coefficients hasil analisisnya adalah (1) signifikan di tabel anova bernilai 0,009, yang ≤ dari 0,05 dan berarti bahwa stres pekerjaan berpengaruh terhadap evaluasi kinerja; (2) hipotesis yakni h0 adalah stres pekerjaan tidak berpengaruh signifikan terhadap evaluasi kinerja dan h1 adalah stres pekerjaan berpengaruh signifikan terhadap evaluasi kinerja; (3) dasar pengambilan keputusan yakni signifikansi ≥ 0,05, maka h0 diterima dan signifikansi ≤ 0,05, maka h0 ditolak; (4) hasil perhitungannya adalah signifikan bernilai 0,009, ≤ dari 0,05, maka h0 ditolak dan berarti stres pekerjaan berpengaruh terhadap evaluasi kinerja secara signifikan; (5) persamaan regresi di tabel coefficient yakni y = 6,172 0,783x2, di mana y adalah evaluasi kinerja dan x2 adalah stres pekerjaan; (6) pada persamaan regresi di atas, diketahui konstanta sebesar 6,172, menyatakan bahwa jika tidak ada variabel stres pekerjaan, maka evaluasi kinerja nilainya sebesar 6,172; dan (7) koefisien regresi sebesar -0,783, menyatakan bahwa setiap penambahan 1 angka, maka variabel stres pekerjaan akan menurunkan evaluasi kinerja sebesar 0,783. analisis pengaruh tekanan pekerja dan stres pekerjaan terhadap evaluasi kinerja analisis koefisien determinasi regresi sederhana dapat dilihat pada tabel 14 sebagai berikut. tabel 14 variables entered/removed and model summary dari tekanan pekerjaan dan stres pekerjaan dengan evaluasi kinerja 126 journal the winners, vol. 10 no. 2, september 2009: 116-127 hasil analisisnya adalah (1) tabel variables entered/removed, tidak terdapat variables removed, yang berarti variabel bebas dimasukkan ke dalam perhitungan regresi; (2) r square pada tabel model summary adalah 0,618, yang berarti evaluasi kinerja dapat dipengaruhi oleh tekanan pekerjaan dan stres pekerjaan sebanyak 61,8% dan sisanya sebesar 38,2% (100% 61,8%) dipengaruhi oleh faktor lain; (3) standart error of estimate sebesar 0,55603, di mana semakin kecil standart error of estimate, maka berarti model regresi semakin tepat dalam memprediksi variabel bebas; dan (4) r pada tabel model summary adalah 0,786, yang berarti korelasi antara tekanan pekerjaan dan stres pekerjaan dengan evaluasi kinerja sebesar 0,786. analisis anova dan koefisien regresi sederhana analisis anova dan koefisien regresi sederhana dapat dilihat pada tabel 15 sebagai berikut. tabel 15 anova and coefficients hasil analisisnya adalah (1) signifikan di tabel anova bernilai 0,035, yang ≤ dari 0,05, berarti tekanan pekerjaan dan stres pekerjaan berpengaruh terhadap evaluasi kinerja; (2) hipotesis yakni h0 adalah tekanan pekerjaan dan stres pekerjaan tidak berpengaruh signifikan terhadap evaluasi kinerja dan h1 adalah tekanan pekerjaan dan stres pekerjaan berpengaruh signifikan terhadap evaluasi kinerja; (3) dasar pengambilan keputusan yakni signifikansi ≥ 0,05, maka h0 diterima dan signifikansi ≤ 0,05, maka h0 ditolak; (4) hasil perhitungannya adalah signifikan bernilai 0,035, yang ≤ dari 0,05, maka h0 ditolak dan berarti tekanan pekerjaan dan stres pekerjaan berpengaruh terhadap evaluasi kinerja secara signifikan; (5) persamaan regresi di tabel coefficient yakni y = 4,530 + 0,280x1 0,595x2, di mana y adalah evaluasi kinerja, x1 adalah tekanan pekerjaan, dan x2 adalah stres pekerjaan; (6) pada persamaan regresi di atas, diketahui konstanta sebesar 4,530, menyatakan bahwa jika tidak ada variabel tekanan pekerjaan dan stres pekerjaan, maka evaluasi kinerja nilainya sebesar 4,530; (7) koefisien regresi sebesar 0,280, menyatakan bahwa setiap penambahan 1 angka, maka variabel tekanan pekerjaan akan menaikkan evaluasi kinerja sebesar 0,280; dan (8) koefisien regresi sebesar 0, 595, menyatakan bahwa setiap penambahan 1 angka, maka variabel stres pekerjaan akan menurunkan evaluasi kinerja sebesar 0, 595. pengaruh tekanan pekerjaan .....(jerry m. logahan) 127 simpulan berdasarkan hasil penelitian atas pengaruh tekanan pekerjaan dan stres pekerjaan terhadap evaluasi kinerja para pengacara di h. harris sarana, sh and partners disimpulkan (1) variabel tekanan pekerjaan (x1) terhadap evaluasi kinerja para pengacara di h. harris sarana, sh and partners sebesar 0,534. variabel tekanan pekerjaan mempengaruhi evaluasi kinerja secara signifikan; (2) variabel stres pekerjaan (x2) juga mempengaruhi evaluasi kinerja sebesar 0,590. variabel stres pekerjaan mempengaruhi kinerja secara signifikan; (3) besarnya pengaruh dua variabel bebas (simultan) yaitu pengaruh tekanan pekerjaan (x1) dan stres pekerjaan (x2) terhadap evaluasi kinerja (y) adalah sebesar 0,618% dan mempengaruhi secara signifikan. berdasarkan kesimpulan di atas, maka saran yang dapat diberikan adalah (1) karena besarnya pengaruh tekanan pekerjaan terhadap evaluasi kinerja sebesar 53,4%, maka dapat disimpulkan bahwa pengaruh tekanan pekerjaan cukup mempengaruhi evaluasi kinerja. variabel tekanan pekerjaan dapat mempengaruhi evaluasi kinerja secara signifikan. dengan keadaan sekarang, pimpinan perusahaan perlu memperhatikan tekanan pekerjaan dan suasana kerja, agar lebih dapat meningkatkan evaluasi kinerja para pengacara; dan (2) besarnya pengaruh variabel stres pekerjaan terhadap evaluasi kinerja sebesar 59,0%, maka dapat disimpulkan bahwa variabel stres pekerjaan cukup dominan karena mempengaruhi evaluasi kinerja secara signifikan. perusahaan perlu memperbaiki sistem komunikasi dan berusaha meminimalisasi segala bentuk stressor kerja, agar para pengacara dapat memberikan hasil yang lebih optimal dalam melakukan pekerjaannya. daftar pustaka dessler, g. (2004). manajemen sumber daya manusia, p2, kotler. (1997). pengantar manajemen pemasaran. wahyudi, b. (2002). manajemen sumber daya manusia, p10. wardoyo. (2008). psikologi, p1-2. wirawan. (2009). evaluasi kinerja sumber daya manusia, p3. microsoft word 03_tjia fie chu.doc model rantai markov… (tjia fie tjoe; haryadi sarjono) 139 model rantai markov pangsa pasar operator selular di universitas bina nusantara, jakarta barat tjia fie tjoe1; haryadi sarjono2 abstract article presented the replacement of cellular cards operator service user, especially for gsm of five operators that are dominant in indonesia, those are xl, mentari, simpati, as, and im3 for six months with teenagers sample of 295 students from management department of bina nusantara university. the used method was markov analysis. besides that, it also used state and probability state that were used to identify the whole possible situation of a process or system. based on the research, from 295 samples of teenagers, it can be seen that there is a switching from one provider into another. keywords: markov chain model, market share, operator, cellular abstrak artikel bertujuan untuk mengetahui perpindahan kartu pengguna jasa operator selular khusus gsm untuk 5 jenis operator yang paling dominan di indonesia, yaitu xl, mentari, simpati, as, dan im3 selama selang waktu 6 bulan dengan jumlah sampel kalangan remaja, yaitu 295 mahasiswa jurusan manajemen universitas bina nusantara. metode yang digunakan adalah markov. selain itu, juga digunakan state dan probabilitas state untuk mengidentifikasi seluruh kondisi yang mungkin dari suatu proses atau sistem. berdasarkan penelitian, dari jumlah sampel sebanyak 295 yang diambil dari kalangan remaja, terlihat adanya perpindahan dari provider yang satu ke provider yang lain. kata kunci: model rantai markov, pangsa pasar, operator, selular 1, 2 jurusan manajemen, fakultas ekonomi, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, fiechu@binus.edu, haryadi_s@binus.edu journal the winners, vol. 8 no. 2, september 2007: 139-154 140 pendahuluan memasuki era globalisasi ini, teknologi pun telah merambat secara luas ke bidang komunikasi. munculnya telepon pada tahun silam menjadi pemacu kreativitas teknologi untuk terus menghadirkan teknologi baru di bidang komunikasi. namun seperti yang telah diketahui, pesawat telepon yang umumnya terpasang di tiap rumah memiliki kendala utama, yaitu penggunaannya yang tidak fleksibel, dalam arti hanya dapat digunakan di lokasi pemasangannya saja. hadirnya telepon seluler (handphone) memberikan gaya hidup baru bagi masyarakat, terutama dalam berkomunikasi. masyarakat merasakan betul manfaat yang mereka peroleh dari penggunaan telepon seluler ini. mereka menilai biaya yang dikeluarkan untuk penggunaan telepon seluler adalah sebanding dengan nilai yang diberikannya. hal itu terbukti dari permintaan atas telepon seluler yang meningkat secara signifikan dalam beberapa tahun belakangan ini. pada bulan maret 2007, hasil survei menunjukkan pengguna telepon seluler di indonesia telah mencapai angka 75 juta orang. operator gsm di indonesia saat ini memiliki jumlah paling besar. setidaknya terdapat 5 jenis operator gsm yang dominan di indonesia, yaitu xl, mentari, simpati, as, dan im3. bahkan, jumlah ini dirasa akan semakin bertambah terus mengingat permintaan dalam industri ini mengalami peningkatan yang sangat signifikan. sebagai contoh, munculnya pesaing baru, yaitu three (3). ketatnya persaingan membuat setiap operator terus mencari dan mempertahankan keunggulan kompetitifnya sehingga mereka tidak kehilangan pangsa pasarnya dan sesekali mampu merebut pangsa pasar yang lebih besar. industri itu ditandai dengan kekuatan tawar pelanggan yang amat tinggi. rendahnya switching cost membuat para pelanggan sangat mudah untuk berpindah dari satu operator gsm ke operator gsm lainnya. hal itu memaksa setiap operator di satu sisi harus berupaya keras untuk terus mempertahankan para pelanggannya dan di sisi lain harus mampu merebut hati para pelanggan barunya. pemasaran, promosi, layanan, serta keunggulan kualitas produk, baik dari segi harga maupun fitur, menjadi kunci kesuksesan dalam bertahan di industri ini. keadaan tersebut membuat setiap operator sulit untuk mengetahui pangsa pasar masing-masing. ditambah lagi perpindahan operator yang dilakukan pelanggan akan menambah kerumitan dalam pengukuran. untuk itu, dilakukan pangsa pasar menggunakan teknik markov sehingga dapat memperoleh perkiraan pangsa pasar dari kelima operator gsm di indonesia. berikut adalah identifikasi masalah penelitian ini: bagaimana penggantian kartu gsm di kalangan mahasiswa universitas bina nusantara? bagaimana pangsa pasar yang dimiliki oleh lima operator gsm dominan di indonesia? bagaimana besarnya pangsa pasar yang dimiliki oleh lima operator gsm dominan di indonesia pada kondisi ekuilibrium? model rantai markov… (tjia fie tjoe; haryadi sarjono) 141 tinjauan pustaka teori markov markov merupakan sebuah teknik yang berhubungan dengan probabilitas akan state di masa mendatang dengan menganalisis probabilitas saat ini (render, barry et. al., 2006:652). teknik itu memiliki beragam aplikasi dalam dunia bisnis, diantaranya pangsa pasar, prediksi kerugian, prediksi penerimaan mahasiswa baru di universitas, dan menentukan apakah sebuah mesin akan mengalami kerusakan di masa mendatang. definisi lain menyatakan bahwa analisis markov merupakan sebuah metode dalam menganalisis perilaku saat ini dari beberapa variabel dengan tujuan untuk memprediksi perilaku dari variabel yang sama di masa mendatang (isaacson, et al., 1976:802). prosedur ini dikembangkan oleh seorang ahli matematika rusia bernama andrei a. markov yang menggunakan metode ini untuk mendeskripsikan dan memprediksi perilaku dari partikel gas di dalam sebuah wadah tertutup. markov membuat asumsi bahwa sistem dimulai pada state atau kondisi awal. misalnya, dua buah perusahaan yang saling bersaing masing-masing memiliki pangsa pasar sebesar 40% dan 60% sebagai state awal. mungkin saja dalam dua bulan pangsa pasar untuk kedua perusahaan tersebut mengalami perubahan menjadi 45% dan 55%. untuk memprediksi state ini, melibatkan pemahaman akan kecenderungan atau probabilitas dari perubahan satu state ke state berikutnya. untuk masalah tertentu, probabilitas ini dapat dikumpulkan dan diletakkan dalam suatu matriks atau tabel. matriks perubahan probabilitas ini menunjukkan kecendrungan bahwa suatu sistem akan berubah dalam suatu suatu periode ke periode berikutnya. state dan probabilitas state state digunakan untuk mengidentifikasi seluruh kondisi yang mungkin dari suatu proses atau sistem (render, barry et. al., 2006:652). misalnya saja, sebuah mesin dapat berada dalam satu state dari dua state yang ada dalam satu waktu. mesin tersebut dapat berfungsi dengan baik atau dapat juga berfungsi secara tidak baik (rusak). kondisi ketika mesin dapat berfungsi disebut dengan state pertama sedangkan kondisi ketika mesin tidak dapat berfungsi disebut dengan state kedua. contoh lainnya adalah mahasiswa manajemen di universitas bina nusantara dapat memilih satu diantara peminatan yang ada, yaitu peminatan e-business, marketing, dan entrepreneurship. masing-masing peminatan itu dapat dianggap sebagai sebuah state. menurut render et. al. (2006:652),\ dalam markov, diasumsikan bahwa state memiliki dua buah sifat, yaitu collectively exhaustive dan mutually exclusive. collectively exhaustive – peneliti dapat membuat daftar seluruh state yang mungkin timbul atau dimiliki oleh suatu sistem atau proses dan asumsinya adalah terdapat jumlah state yang terbatas untuk sistem. mutually exclusive – sebuah sistem hanya dapat berada journal the winners, vol. 8 no. 2, september 2007: 139-154 142 dalam satu state dalam satu waktu (sistem tidak dapat berada dalam lebih dari satu state). misalnya, mahasiswa manajemen ubinus hanya dapat memilih satu peminatan dari tiga peminatan yang ada. probabilitas state setelah state dari sistem atau proses yang akan diteliti telah diidentifikasi, langkah selanjutnya adalah menentukan probabilitas sistem berada dalam state tertentu menggunakan vektor probabilitas state. π(i) = vektor dari probabilitas state untuk periode i = (π1,π2,π3,…,πn) dan n = jumlah state π1,π2,π3,…,πn = probabilitas berada dalam state ke-1, state ke-2, state ke-n untuk beberapa kasus yang hanya terdapat satu item, misalnya sebuah mesin, dapat ditentukan dengan pasti state dari item tersebut. misalnya, jika penelitian dilakukan hanya pada satu buah mesin maka dapat diketahui dengan pasti bahwa pada saat ini mesin dapat berfungsi dengan baik atau tidak berfungsi. vektor untuk mesin tersebut dapat diggambarkan sebagai berikut. π(1) = (1,0) dan π1 = 1 = probabilitas berada dalam state ke-1 π2 = 0 = probabilitas berada dalam state ke-2 hal itu menunjukkan bahwa probabilitas mesin berfungsi dengan baik, state ke-1, adalah 1 dan probabilitas mesin tidak berfungsi, state ke-2, adalah 0 untuk periode pertama. namun dalam beberapa kasus, penelitian dilakukan tidak hanya pada satu item saja melainkan beberapa item. contoh lain, penelitian dilakukan di suatu kota yang memiliki tiga buah toko bahan makanan (render et. al., 2006:653-656). terdapat total 100.000 orang yang berbelanja di ketiga toko bahan makanan tersebut pada bulan tertentu. terdapat 40.000 orang yang berbelanja di american food store, dinamakan dengan state 1. terdapat 30.000 orang yang berbelanja di food mart, dinamakan dengan state 2. terdapat 30.000 orang yang berbelanja di atlas foods, dinamakan dengan state 3. probabilitas dari satu orang yang berbelanja pasa satu diantara tiga toko bahan makanan tersebut, yaitu: state 1 – american food store 40.000/100.000 = 0.40 = 40% state 2 – food mart 30.000/100.000 = 0.30 = 30% state 3 – atlas foods 30.000/100.000 = 0.30 = 30% model rantai markov… (tjia fie tjoe; haryadi sarjono) 143 jika probabilitas tersebut diletakkan dalam vektor probabilitas state maka akan menjadi: π (1) = (0.4, 0.3, 0.3) dan π (1) = vektor probabilitas state ketiga toko bahan makanan untuk periode 1 π 1 = 0.4 = probabilitas satu orang yang akan berbelanja di american food store, state 1 π 2 = 0.3 = probabilitas satu orang yang akan berbelanja di food mart, state 2 π 3 = 0.3 = probabilitas satu orang yang akan berbelanja di atlas foods, state 3 probabilitas yang ditunjukkan oleh vektor tersebut menggambarkan pangsa pasar untuk ketiga toko bahan makanan untuk periode pertama dan american food store memiliki pangsa pasar sebesar 40%, food mart memiliki pangsa pasar sebesar 30%, atlas food memiliki pangsa pasar sebesar 30%. tentunya pangsa pasar itu memiliki kondisi yang tidak stabil, yaitu tiap toko dapat mengalami perubahan pangsa pasar untuk periode berikutnya. pihak manajemen tentunya ingin mengetahui bagaimana pangsa pasar mereka mengalami perubahan seiring berjalannya waktu. pelanggan tidak selalu tetap berbelanja di toko tertentu tetapi dapat saja berpindah ke toko lain untuk melakukan pembelian selanjutnya. penelitian untuk ketiga toko bahan makanan menetapkan bahwa 80% pelanggan american food store pada periode pertama akan kembali untuk berbelanja di toko itu pada periode berikutnya. 10% pelanggan american food store berpindah ke food mart dan sisanya sebesar 10% berpindah ke atlas food. untuk pelanggan yang berbelanja di food mart, 70% pelanggan akan kembali, 10% berpindah ke american food store, dan 20% berpindah ke atlas food. untuk pelanggan yang berbelanja di atlas food, 60% pelanggan akan kembali, 20% berpindah ke american food store, dan 20% berpindah ke food mart. gambar 1 memperlihatkan diagram pohon untuk menggambarkan situasi ini. perhatikan bahwa dari 40% pangsa pasar american food store untuk periode pertama, 32% (0.4 x 0.8 = 0.32) akan kembali, 4% akan berpindah ke food mart, dan 4% akan berpindah ke atlas food. untuk menghitung pangsa pasar american food store pada periode berikutnya, tambahkan nilai 32% yang berasal dari pelanggan yang kembali dengan nilai 3% yang berasal dari pelanggan food mart yang berpindah ke american food store dan nilai 6% yang berasal dari pelanggan atlas food yang berpindah ke american food store sehingga american food store akan memiliki 41% pangsa pasar pada periode berikutnya. journal the winners, vol. 8 no. 2, september 2007: 139-154 144 sumber: render, 2006:654 gambar 1 contoh diagram pohon dibandingkan dengan diagram pohon, penggunaan matriks probabilitas state lebih memudahkan dalam melakukan perhitungan. matriks itu digunakan bersama dengan probabilitas state saat ini untuk memprediksi kondisi di masa mendatang matriks transisi probabilitas matriks transisi probabilitas memungkinkan untuk melakukan perhitungan probabilitas state di masa mendatang berdasarkan pada state saat ini. pij = probabilitas kondisi berada dalam state j di masa mendatang berdasarkan pada state i saat ini. misalkan p12 adalah probabilitas berada pada state 2 di masa mendatang dan sebelumnya berada pada state 1. p = matriks transisi probabilitas model rantai markov… (tjia fie tjoe; haryadi sarjono) 145 nilai pij biasanya ditentukan secara empiris. misalkan, penelitian menunjukkan bahwa 10% orang yang saat ini berbelanja pada toko ke-1 (state 1) pada periode berikutnya akan berbelanja di toko ke-2 (state 2), maka p12 = 0.1 atau 10%. berdasarkan contoh soal sebelumnya mengenai tiga toko bahan makanan, selanjutnya akan dibuat matriks transisi probabilitas untuk menentukan berapa persentase pelanggan akan berpindah tiap periodenya. matriksnya adalah sebagai berikut. toko american food mewakili state 1, food mart state 2, dan atlas food state 3. arti probabilitas tersebut dapat digambarkan seperti berikut. baris 1 0.8 = p11 = probabilitas berada pada state 1 setelah sebelumnya berada pada state 1 0.1 = p12 = probabilitas berada pada state 2 setelah sebelumnya berada pada state 1 0.1 = p13 = probabilitas berada pada state 3 setelah sebelumnya berada pada state 1 baris 2 0.1 = p21 = probabilitas berada pada state 1 setelah sebelumnya berada pada state 2 0.7 = p22 = probabilitas berada pada state 2 setelah sebelumnya berada pada state 2 0.2 = p23 = probabilitas berada pada state 3 setelah sebelumnya berada pada state 2 baris 3 0.2 = p31 = probabilitas berada pada state 1 setelah sebelumnya berada pada state 3 0.2 = p31 = probabilitas berada pada state 2 setelah sebelumnya berada pada state 3 0.6 = p31 = probabilitas berada pada state 3 setelah sebelumnya berada pada state 3 memprediksi kondisi di masa mendatang menurut render, et. al. (2006:656), salah satu tujuan markov adalah memprediksi masa depan. berdasarkan contoh kasus sebelumnya, yaitu probabilitas sama dengan pangsa pasar, maka dimungkinkan untuk menghitung pangsa pasar di masa mendatang untuk american food store, food mart, dan atlas food. jika periode saat ini adalah 0, menghitung probabilitas state untuk periode berikutnya (periode 1) dapat dilakukan sebagai berikut. π(1) = π(0)p jika penghitungan dilakukan pada periode n maka probabilitas state untuk periode n + 1 adalah sebagai berikut. π(n + 1) = π(n)p mempertahankan dan memperoleh mempertahankan dan kehilangan journal the winners, vol. 8 no. 2, september 2007: 139-154 146 persamaan tersebut dapat digunakan untuk menjawab pertanyaan atas pangsa pasar di masa mendatang untuk ketiga toko bahan makanan. perhitungannya sebagai berikut. π(1) = π(0)p = (0.4, 0.3, 0.3) = [(0.4)(0.8) + (0.3)(0.1) + (0.3)(0,2), (0.4)(0.1) (0.3)(0.7) + (0.3)(0.2), (0.4)(0.1) + (0.3)(0.2) + (0.3)(0.6)] = (0.41, 0.31, 0.28) kondisi ekuilibrium pada masa awal, kehilangan maupun memperoleh pelanggan merupakan hal yang lazim terjadi. namun, lama-kelamaan kehilangan dan perolehan pelanggan akan menjadi semakin kecil. merupakan sebuah kondisi yang sangat masuk akal jika di masa mendatang akan tercapai suatu kondisi yang stabil, yaitu semua state yang ada tidak mengalami perubahan lagi atau disebut juga dengan kondisi ekuilibrium. kondisi itu akan tercapai hanya jika tidak ada state yang melakukan tindakan yang dapat mengubah matriks transisi probabilitas. berdasarkan pada kasus toko bahan makanan yang dibahas sebelumnya maka kita dapat mengetahui pada saat kondisi pasar stabil maka berapakah pangsa pasar dari masing-masing toko bahan makanan tersebut. ekuilibrium satu toko untuk mengilustrasikan ekuilibrium ini, diasumsikan terdapat sebuah matriks transisi probabilitas yang baru karena c tidak pernah kehilangan pelanggannya dan karena kedua toko kehilangan pelanggannya beralih ke toko c maka hanya tinggal menunggu waktu saja hingga toko c akan meraih seluruh pelanggan yang ada. kondisi seperti itu dikenal dengan istilah sink atau basin dari suatu state yang berarti salah satu toko yaitu c akhirnya akan meraih seluruh pelanggan. c juga disebut sebagai absorbing state. a b a b c mempertahankan dan memperoleh mempertahankan dan kehilangan model rantai markov… (tjia fie tjoe; haryadi sarjono) 147 ekuilibrium dua toko ekuilibrium jenis kedua diilustrasikan melalui sebuah matriks transisi probabilitas yang baru seperti berikut ini. , dari matriks tersebut, terlihat bahwa toko b dan c pada akhirnya akan merebut seluruh pelanggan toko a. hal itu terjadi karena a kehilangan 0.05 pelanggannya beralih ke toko b dan 0.05 pelanggannya beralih ke toko c dan tidak memperoleh pelanggan baru baik dari toko b maupun c. kondisi ekuilibrium pasar hanya dialami oleh toko b dan c. kedua toko tersebut harus berbagi pelanggan yang ada di pasar. ekuilibrium tiga toko ekuilibrium jenis ketiga, yaitu ketika tidak terjadi sink atau basin. berdasarkan contoh kasus toko bahan makanan sebelumnya, akan dicari kondisi ekuilibrium pangsa pasar ketiga toko bahan makanan tersebut. berdasarkan matriks tersebut, dapat dibentuk sebuah persamaan dan pangsa pasar a merupakan jumlah dari pangsa pasar a + pangsa pasar a yang berasal b + pangsa pasar a yang berasal c. hal yang sama juga dapat diterapkan untuk pangsa pasar b dan c sehingga jika dituliskan dalam bentuk persamaan matematika akan menjadi seperti berikut. a = 0.8a + 0.1b + 0.2c (1) b = 0.1a + 0.7b + 0.2c (2) c = 0.1a + 0.2b + 0.6c (3) mempertahankan dan memperoleh mempertahankan dan kehilangan a b c a b c mempertahankan dan memperoleh mempertahankan dan kehilangan a b c a b c journal the winners, vol. 8 no. 2, september 2007: 139-154 148 karena jumlah probabilitas pangsa pasar ketiga toko tersebut sama dengan 1 maka dapat ditambahkan persamaan: 1 = a + b +c pada persamaan (1) hingga (3) terdapat tanda persamaan yang sama sehingga persamaan tersebut dapat diubah menjadi: 0 = –0.2a + 0.1b + 0.2c (1) 0 = 0.1a – 0.3b + 0.2c (2) 0 = 0.1a + 0.2b – 0.4c (3) 1 = a + b +c karena terdapat 4 persamaan dan hanya 3 yang tidak diketahui, dapat dihilangkan salah satu dari tiga persamaan yang ada (hilangkan persamaan 3) dan memecahkan tiga persamaan lainnya untuk mencari pangsa pasar ekuilibrium. 0 = -0.2a + 0.1b + 0.2c x3 0 = -0.6a + 0.3b + 0.6c (1) 0 = 0.1a 0.3b + 0.2c x1 0 = 0.1a 0.3b + 0.2c + (2) 0 = -0.5a +0.8c 0.8c = 0.5a c = 0.625a 0 = -0.2a + 0.1b + 0.2c x1 0 = -0.2a + 0.1b + 0.2c (1) 0 = 0.1a 0.3b + 0.2c x1 0 = 0.1a 0.3b + 0.2c (2) 0 = -0.3a + 0.4b 0.4b = 0.3a b = 0.75a setelah mendapatkan nilai b dan c, dapat mencari nilai a dengan memasukkannya ke dalam persamaan berikut. 1 = a + b + c 1 = a + 0.75a + 0.625a 1 = 2.375a a = 0.421052631 ≈ 0.421 langkah terakhir adalah mencari nilai dari b dan c, yaitu: b = 0.75a = 0.75(0.421) = 0.31575 ≈ 0.316 c = 0.625a = 0.625(0.421) = 0.263125 ≈ 0.263 pada kondisi ekuilibrium, pangsa pasar untuk toko a = 0.421 (42.1%), b = 0.75 (75%), c = 0.263 (26.3%). untuk membuktikan kondisi ekuilibrium ini, dapat dilakukan perhitungan nilai pangsa pasar ekuilibrium dengan matriks transisi probabilitas. model rantai markov… (tjia fie tjoe; haryadi sarjono) 149 = (0.421, 0.75, 0.263) = (0.421, 0.75, 0.263) metode penelitian desain penelitian tabel 1 desain penelitian tujuan penelitian jenis penelitian metode penelitian unit analisis horizon waktu (t-1) deskriptif survei individu mahasiswa universitas bina nusantara longitudinal (t-2) deskriptif survei individu mahasiswa universitas bina nusantara longitudinal (t-3) deskriptif survei individu mahasiswa universitas bina nusantara one shoot – cross section (t-4) deskriptif survei individu mahasiswa universitas bina nusantara one shoot – cross section sumber: hasil pengolahan data, 2007 operasionalisasi variabel penelitian tabel 2 operasionalisasi variabel variabel/sub variabel konsep variabel/sub variabel indikator skala pengukur pangsa pasar operator gsm dominan indonesia dalam dua periode. jumlah pengguna atas satu operator dibandingkan dengan seluruh pengguna operator kepemilikan atas operator gsm pada periode pertama kepemilikan atas operator gsm pada periode kedua nominal referensi konsumen dalam pemilihan operator gsm. referensi yang diperoleh konsumen dalam memilih operator yang digunakannya. sumber referensi konsumen nominal (t-1) menduga pangsa pasar yang dimiliki oleh lima operator gsm dominan di indonesia pada periode berikutnya. (t-2) mengetahui besarnya pangsa pasar yang dimiliki oleh lima operator gsm dominan di indonesia pada kondisi ekuilibrium. (t-3) mengetahui sumber referensi pemilihan operator gsm. (t-4) mengetahui penilaian konsumen terhadap operator gsm. journal the winners, vol. 8 no. 2, september 2007: 139-154 150 variabel/sub variabel konsep variabel/sub variabel indikator skala pengukur penilaian konsumen terhadap operator gsm. penilaian yang diberikan oleh konsumen atas operator gsm yang mereka gunakan. tarif bicara tarif sms sinyal jangkauan area harga perdana harga voucher layanan promo fitur interval sumber: hasil pengolahan data, 2007 pembahasan data provider seluler penelitian yang dilakukan adalah meneliti bagaimanakah pangsa pasar provider seluler gsm yang ada di indonesia dengan jumlah sampel sebanyak 296 mahasiswa aktif (kalangan remaja) dari berbagai jurusan di binus university. provider seluler gsm yang diteliti, yaitu as, im3, mentari, simpati, dan xl. penelitian pada periode pertama menunjukkan bahwa terdapat 15 orang yang menggunakan provider as, dinamakan dengan state 1. terdapat 41 orang yang menggunakan provider im3, dinamakan dengan state 2. terdapat 29 orang yang menggunakan provider mentari, dinamakan dengan state 3. terdapat 64 orang yang menggunakan provider simpati, dinamakan dengan state 4. terdapat 146 orang yang menggunakan provider xl, dinamakan dengan state 5. probabilitas dari satu orang yang menggunakan satu diantara kelima provider seluler gsm tersebut: state 1 – as 15/295 = 0.05 = 5% state 2 – im3 41/295 = 0.14 = 14% state 3 – mentari 29/295 = 0.10 = 10% state 4 – simpati 64/295 = 0.22 = 22% state 5 – xl 146/295 = 0.49 = 49% jika probabilitas tersebut diletakkan dalam vektor probabilitas state maka akan menjadi: π (1) = (0.05, 0.14,0.10,0.22,0.49) dan: π (1) = vektor probabilitas state ketiga toko bahan makanan untuk periode 1 π 1 = 0.05 = probabilitas satu orang yang menggunakan provider as, state 1 π 2 = 0.14 = probabilitas satu orang yang menggunakan provider im3, state 2 π 3 = 0.10 = probabilitas satu orang yang menggunakan provider mentari, state 3 π 4 = 0.22 = probabilitas satu orang yang menggunakan provider simpati, state 4 π 5 = 0.49 = probabilitas satu orang yang menggunakan provider xl, state 5 model rantai markov… (tjia fie tjoe; haryadi sarjono) 151 penelitian pada periode kedua menunjukkan adanya perpindahan dari provider yang satu ke provider yang lain. sebesar 54% dari pengguna as tetap menggunakan provider as, 13% dari pengguna as berpindah ke provider im3, 7% dari pengguna as berpindah ke provider mentari, 13% dari pengguna as berpindah ke provider simpati, 13% dari pengguna as berpindah ke provider xl. untuk pelanggan yang menggunakan provider im3, sebesar 59% dari pengguna im3 tetap menggunakan provider im3, 2% dari pengguna im3 berpindah ke provider as, 12% dari pengguna im3 berpindah ke provider mentari, 10% dari pengguna im3 berpindah ke provider simpati, 17% dari pengguna im3 berpindah ke provider xl. untuk pelanggan yang menggunakan provider mentari, sebesar 72% dari pengguna mentari tetap menggunakan provider mentari, 4% dari pengguna mentari berpindah ke provider as, 7% dari pengguna mentari berpindah ke provider im3, 7% dari pengguna mentari berpindah ke provider simpati, 10% dari pengguna mentari berpindah ke provider xl. untuk pelanggan yang menggunakan provider simpati, sebesar 58% dari pengguna simpati tetap menggunakan provider simpati, 5% dari pengguna simpati berpindah ke provider as, 14% dari pengguna simpati berpindah ke provider im3, 9% dari pengguna simpati berpindah ke provider mentari, 14% dari pengguna simpati berpindah ke provider xl. untuk pelanggan yang menggunakan provider xl, sebesar 80% dari pengguna xl tetap menggunakan provider xl, 1% dari pengguna xl berpindah ke provider as, 5% dari pengguna xl berpindah ke provider im3, 10% dari pengguna xl berpindah ke provider mentari, 4% dari pengguna xl berpindah ke provider simpati. journal the winners, vol. 8 no. 2, september 2007: 139-154 152 sumber: hasil pengolahan data, 2007 gambar 2 diagram pohon provider hp berdasarkan data yang telah dijelaskan sebelumnya, matriks transisi probabilitasnya akan menjadi seperti berikut ini. provider as mewakili state 1, provider im3 state 2, provider mentari state 3, provider simpati state 4, dan provider xl state 5. arti probabilitas tersebut dapat digambarkan seperti berikut. mempertahankan dan kehilangan mempertahankan dan memperoleh model rantai markov… (tjia fie tjoe; haryadi sarjono) 153 baris 1 0.54 = p11 = probabilitas pangsa pasar as setelah sebelumnya merupakan pengguna as 0.13 = p12 = probabilitas pangsa pasar im3 setelah sebelumnya merupakan pengguna as 0.07 = p13 = probabilitas pangsa pasar mentari setelah sebelumnya merupakan pengguna as 0.13 = p14 = probabilitas pangsa pasar simpati setelah sebelumnya merupakan pengguna as 0.13 = p15 = probabilitas pangsa pasar xl setelah sebelumnya merupakan pengguna as baris 2 0.02 = p21 = probabilitas pangsa pasar as setelah sebelumnya merupakan pengguna im3 0.59 = p22 = probabilitas pangsa pasar im3 setelah sebelumnya merupakan pengguna im3 0.12 = p23 = probabilitas pangsa pasar mentari setelah sebelumnya merupakan pengguna im3 0.10 = p24 = probabilitas pangsa pasar simpati setelah sebelumnya merupakan pengguna im3 0.17 = p25 = probabilitas pangsa pasar xl setelah sebelumnya merupakan pengguna im3 baris 3 0.04 = p31 = probabilitas pangsa pasar as setelah sebelumnya merupakan pengguna mentari 0.07 = p32 = probabilitas pangsa pasar im3 setelah sebelumnya merupakan pengguna mentari 0.72 = p33 = probabilitas pangsa pasar mentari sebelumnya merupakan pengguna mentari 0.07 = p34 = probabilitas pangsa pasar simpati sebelumnya merupakan pengguna mentari 0.10 = p35 = probabilitas pangsa pasar xl sebelumnya merupakan pengguna mentari baris 4 0.05 = p41 = probabilitas pangsa pasar as setelah sebelumnya merupakan pengguna simpati 0.14 = p42 = probabilitas pangsa pasar im3 setelah sebelumnya merupakan pengguna simpati 0.09 = p43 = probabilitas pangsa pasar mentari sebelumnya merupakan pengguna simpati 0.58 = p44 = probabilitas pangsa pasar simpati sebelumnya merupakan pengguna simpati 0.14 = p45 = probabilitas pangsa pasar xl sebelumnya merupakan pengguna simpati baris 5 0.01 = p51 = probabilitas pangsa pasar as setelah sebelumnya merupakan pengguna xl 0.05 = p52 = probabilitas pangsa pasar im3 setelah sebelumnya merupakan pengguna xl 0.10 = p53 = probabilitas pangsa pasar mentari setelah sebelumnya merupakan pengguna xl 0.04 = p54 = probabilitas pangsa pasar simpati setelah sebelumnya merupakan pengguna xl 0.80 = p55 = probabilitas pangsa pasar xl setelah sebelumnya merupakan pengguna xl journal the winners, vol. 8 no. 2, september 2007: 139-154 154 penutup simpulan yang diperolah berdasarkan penelitian adalah dapat diperoleh perkiraan pangsa pasar dari kelima operator gsm di indonesia di masa datang diperkirakan as akan menguasai 13.2 % pasar, im3 menguasai 19.6 % pasar, mentari menguasai 22 % pasar, simpati menguasai 18,4 % pasar dan xl menguasai 26,8 % pasar. analisis menggunakan metode rantai markov hanya dapat dipakai untuk melihat perubahan/ perpindahan untuk jangka relatif pendek, kecuali apabila melihat hasil akhirnya perpindahannya tidak terlalu signifikan maka perlu dipertimbangkan untuk penggunaan jangka yang relatif panjang. daftar pustaka abdurahman, edi. “konsep dasar markov chain dan kemungkinan penerapannya,” diakses pada tanggal 20 juli 2007 dari http://www.litbang.deptan.go.id/wartaip/pdf-file/edi.pdf, darmawan, a. 1996. dilema paritas program. jakarta: cakram. dimyati, t.t dan a. dimyati. 1992. operation research model-model pengambilan keputusan. edisi 2. bandung: sinar baru. heizer, jay dan barry render. 2006. manajemen operasi. edisi ketujuh. jakarta: salemba empat. isaacson, d.l. and r.w. madsen. 1976. markov chains theory and aplications. new york: john wiley and sons. kotler, phillip. 2002. manajemen pemasaran. jakarta: pearson education asia. subagyo, pangestu, marwan asri, dan t. hani handoko. 1989. dasar-dasar operations research. yogyakarta: bpfe. microsoft word 05_cecep hidayat_setting.doc 128 journal the winners, vol. 10 no. 2, september 2009: 128-136 kontribusi kualitas layanan terhadap kepuasan serta dampaknya pada loyalitas pelanggan cecep hidayat1; putri melinda2 1, 2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 ceceph1267@binus.ac.id abstract the purpose of this research is to find contribution of service quality towards building customer satisfaction, and the contribution of service quality towards customer loyalty, and the contribution of both service quality and customer satisfaction towards customer loyalty simultaneously, and find out whether there is any contribution of customer satisfaction to customer loyalty. the type of research used is associative survey and the analysis technique used is path analysis. the data are obtained through a survey with questionaire as the main instrument. this questionnaire is distributed to customers of indosat blackberry isatbb community. results showed that there are positive and significant contributions of service quality towards customer satisfaction, customer satisfaction to customer loyalty, and service quality to customer loyalty all directly or indirectly. keywords: service quality, consumer satisfaction, consumer loyalty abstrak tujuan dari penelitian ini adalah untuk mengetahui kontribusi kualitas pelayanan terhadap membangun kepuasan pelanggan, dan kontribusi kualitas pelayanan terhadap loyalitas pelanggan, dan kontribusi baik kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan secara simultan, dan mencari tahu apakah ada kontribusi apapun kepuasan pelanggan terhadap loyalitas pelanggan. jenis penelitian yang digunakan adalah survei asosiatif dan teknik analisis yang digunakan adalah analisis jalur. data diperoleh melalui survei dengan kuesioner sebagai instrumen utama. kuesioner ini didistribusikan kepada pelanggan dalam komunitas indosat blackberry isatbb. hasil penelitian menunjukkan bahwa ada kontribusi positif dan signifikan dari kualitas pelayanan terhadap kepuasan pelanggan, kepuasan pelanggan terhadap loyalitas pelanggan, kualitas pelayanan terhadap loyalitas pelanggan semua secara langsung ataupun tidak langsung kata kunci: kualitas pelayanan, kepuasan konsumen, loyalitas konsumen kontribusi kualitas layanan .....(cecep hidayat; putri melinda) 129 pendahuluan teknologi selular dewasa ini telah banyak mengalami perkembangan, jenis yang banyak berkembang saat ini adalah “smart phone” dimana ponsel didukung oleh fitur yang mendukung dan mempermudah penggunanya dalam berkomunikasi. sebagai contoh research in motion (rim) perusahaan asal kanada ini yang memperkenalkan blackberry untuk pertama kalinya pada tahun 1997 dengan kemampuannya menyampaikan informasi melalui jaringan data nirkabel dan layanan perusahaan telepon genggam mengejutkan dunia. pada tahun 2008 blackberry telah menyumbangkan angka penjualan terbesar bagi rim di asia. blackberry pertama kali di perkenalkan di indonesia pada 15 desember 2004 oleh indosat. setiap tahun penjualan blackberry di indonesia semakin meningkat. sayangnya peningkatan angka penjualan blackberry di indonesia tidak didukung oleh research in motion (rim) untuk membuka kantor cabang atau service center resmi di indonesia untuk mempermudah layanan konsumennya. tetapi menurut pengakuan rim, mereka telah membekali karyawan di operator telekomunikasi yang bekerja sama dengannya dengan kemampuan memperbaiki setiap keluhan yang mungkin terjadi dengan ponsel pintar pelanggan. kelebihan handset blackberry ini dibandingkan dengan smartphone lainnya adalah koneksi gprs yang selalu aktif untuk push-email namun battery tetap tahan lama. kemudian kelebihan blackberry lainnya adalah data compression technique pada setiap email. kelebihan lainnya adalah data loss prevention, dimana apabila handset didiamkan tanpa battery selama beberapa minggu kemudian dihidupkan kembali, maka semua data yang ada masih tetap tersimpan. masalah keamanan juga membuat blackberry lebih unggul dibanding dengan smartphone lainnya dengan mode encryption 128bit sehingga kemungkinan data disadap juga menjadi lebih kecil. selain itu aplikasi blackberry harus di signed oleh rim sehingga membuat blackberry aman dari virus, spyware dan sebagainya. pertama kali, bundling merupakan strategi penjualan blackberry yang di lakukan oleh rim untuk dapat memenuhi kebutuhan konsumennya di indonesia. research in motion bekerja sama dengan operator telekomunikasi untuk menjual produknya blackberry bersama atau satu paket dengan layanan blackberry yang ditawarkan oleh operator tertentu. paket bundling dapat diartikan bahwa operator menjual headset blackberry dengan sistem kunci (lock) yang artinya jika menggunakan kartu dari operator lain pada headset tersebut, blackberry tersebut tidak akan mengenalinya sebagai kartu uim/sim alias tidak berfungsi. keuntungan dari membeli bundling blackberry dari operator adalah mendapatkan paket-paket menguntungkan dan mendapatkan garansi resmi dari operator tersebut yang tidak didapatkan apabila membeli blackberry melalui distributor toko. namun seiring persaingan yang semakin ketat dan permintaan para pengguna layanan blackberry, indosat mempersilahkan para pengguna blackberry resminya untuk membuka kunci (meng-unlock) headset mereka. indosat sebagai operator pertama yang menjual headset blackberry resmi bekerja sama dengan research in motion dan penyedia layanan blackberry internet service dan blackberry enterprise server di indonesia harus menyiapkan strategi agar dapat bersaing dengan perusahaan operator pesaingnya yang menyediakan layanan blackberry internet services (bis) dan blackberry enterprise solution (bes) seperti pt. xl axiata dan telkomsel. tarif layanan blackberry indosat sekarang sangatlah kompetitif dengan pesaing. indosat selalu mempunyai inovasi – inovasi layanan blackberry, berbagai segmen pun di ambil, mulai dari segmen profesional sampai segmen anak muda. tarif layanan untuk masing-masing segmen pun berbeda-beda. perbedaan tarif layanan tidak mengurangi kualitas yang di dapatkan oleh pelanggan. dengan adanya kualitas yang baik dari layanan blackberry indosat akan berdampak pada peningkatan tingkat kepuasan pelanggan terhadap layanan tersebut. berikut adalah jumlah keluhan pelanggan layanan blackberry indosat diperoleh melalui milis isatbb. 130 journal the winners, vol. 10 no. 2, september 2009: 128-136 pelanggan yang sangat puas akan cenderung tetap setia dalam waktu yang lebih lama, membeli lebih banyak ketika perusahaan memperkenalkan produk baru dan memperbarui produkproduk yang ada, membicarakan hal-hal yang baik tentang perusahaan dan produknya, memberi perhatian yang lebih sedikit pada merek dan iklan para pesaing serta kurang peka terhadap harga, menawarkan gagasan tentang jasa atau produk kepada perusahaan, dan membutuhkan biaya pelayanan yang lebih kecil dibandingkan biaya pelayanan pelanggan baru karena transaksinya rutin. berdasarkan uraian yang telah dikemukakan, penulis tertarik untuk melakukan penilitian sejauh mana pengaruh kualitas layanan terhadap kepuasan pelanggan dan dampaknya pada loyalitas pelanggan tersebut. berdasarkan latar belakang masalah yang telah dikemukakan diatas, maka diambil beberapa identifikasi masalah sebagai berikut: adakah kontribusi yang signifikan antara kualitas layanan terhadap kepuasan pelanggan layanan blackberry indosat? adakah kontribusi yang signifikan antara kualitas layanan terhadap loyalitas pelanggan layanan blackberry indosat? adakah kontribusi yang signifikan antara kualitas layanan dan kepuasan pelanggan dan secara simultan terhadap loyalitas pelanggan layanan blackberry indosat? apakah ada kontribusi yang signifikan antara kepuasan pelanggan terhadap loyalitas pelanggan layanan blackberry indosat ? metode penelitian jenis dan sumber data penelitian jenis penelitian yang digunakan adalah asosiatif dan metode penelitian yang digunakan adalah survey dengan menggunakan kuesioner sebagai instrumen utama dalam pengumpulan data. sumber data utama adalah data primer yang berasal dari jawaban 100 responden nasabah bank sinarmas yang terpilih sebagai responden. populasi dan sampling populasi dalam penelitian ini adalah pelanggan blackberry indosat yang tergabung dalam wadah komunitas isatbb yang berjumlah 2969 orang. teknik pengambilan sampel yang digunakan pada penelitian ini adalah simple random sampling. ukuran sampel (sample size) didasarkan rumus slovin diperoleh sebesar 97 responden. hasil uji validitas untuk keseluruhan butir pertanyaan yang mewakili 3 variabel (33 butir pertanyaan) menunjukkan hasil keseluruhan yang valid. disamping itu juga untuk menguji konsistensi jawaban responden dilakukan uji reliabilitas menggunakan teknik cronbach’s alpha. hasil uji reliabilitas untuk variabel kualitas layanan, kepuasan pelangan, dan loyalitas nasabah adalah sebagai berikut: 0,718; 0,738; dan 0,582 (lebih besar dari r tabel 0,17). tehnik analisis sebelum data dianalisis dilakukan transformasi data untuk meningkatkan derajat skala pengukuran dan sebagai prasyarat path analysis, yaitu transformasi dari skala ordinal ke interval. path analysis digunakan untuk menganalisis pola hubungan antar variabel dengan tujuan untuk mengetahui kontribusi atau pengaruh langsung maupun tidak langsung seperangkat variabel bebas (eksogen) terhadap variabel terikat (endogen). path analysis yang digunakan pada penelitian ini adalah path analysis model trimming. menurut (heise, al-rasyid & sitepu, kusnendi) yang dikutip oleh riduwan dan kuncoro (2007,p127), model trimming adalah model yang digunakan untuk memperbaiki suatu model struktur analisis jalur dengan cara mengeluarkan dari model variabel eksogen yang koefisien jalurnya tidak signifikan. kontribusi kualitas layanan .....(cecep hidayat; putri melinda) 131 dasar teori untuk variabel kualitas pelayanan dasar teori yang digunakan adalah dimensi kualitas layanan menurut kotler & keller (2009, p56), yaitu terdapat lima penentu mutu jasa yang kemudian dikembangkan menjadi 21 item skala servqual (yang selanjutnya dijadikan indikator). adapun lima dimensi utama tersebut adalah: tangible (berwujud), reliability (keandalan), responsiveness (tanggapan), assurance (jaminan), dan empathy (empati). untuk variabel kepuasan pelanggan menggunakan indikator dengan dasar teori dimensi kepuasan pelanggan yang dikemukakan oleh irawan (2002, p37-40) yang mengemukakan faktor-faktor pendorong kepuasan konsumen terbagi atas lima bagian yaitu; kualitas produk, harga, service quality, emotional factor, dan kemudahan. dalam mengukur kepuasan pelanggan menggunakan analisis gap dengan mendasarkan pada teori kotler (2000), richard f. gerson (dalam arief, 2005, p167), wilkie ( dalam tjiptono, 2007, p349). untuk variabel loyalitas pelanggan menggunakan dasar teori yang dikemukakan oleh griffin (2005, p33-34) yang menyatakan ada empat aspek dalam pengukuran loyalitas; melakukan pembelian berulang secara teratur, membeli antarlini produk dan jasa, merekomendasikan kepada orang lain, dan menunjukkan kekebalan terhadap tarikan pesaing. adapun dasar teori tentang hubungan antar tiga variabel (kualitas layanan, kepuasan pelanggan, dan loyalitas pelanggan) adalah seperti yang dikemukakan dalam aydin dan oyzer (2005) yang menyatakan bahwa kualitas jasa memiliki pengaruh positif terhadap loyalitas (ningtyastuti, 2009, p23). bagozzi’s (1992) dalam ningtyastuti (2009) mengungkapkan bahwa ”perceived service quality was an appraisal construct; appraisal normally precedes emotional responses such as satisfaction” (chiou dan droge, 2006). “several other empirical studies also confirm the perceived service quality > satisfaction ordering, which corresponds to the traditional attitude structure sequence” (cronin dan taylor 1992 et al: chiou dan droge, (2006). sementara itu, oliver (1997) dalam ningtyastuti (2009) menyatakan bahwa kesetiaan konsumen dalam bentuk pembelian kembali produk dan layanan merupakan hasil dari kepuasan konsumen. kepuasan merupakan salah satu indikator dalam meningkatkan loyalitas konsumen. hal ini menunjukan bahwa, semakin tinggi tingkat kepuasan konsumen maka semakin besar pula loyalitas yang diberikan oleh konsumen. kepuasan merupakan satu indikator dalam mengingkatkan loyalitas konsumen. kepuasan memiliki peran penting dalam membentuk loyalitas, terutama loyalitas yang berada pada tahap afektif. kepuasan yang mendasari terbentuknya loyalitas afektif dapat didasarkan atas kualitas (quality-based), atau atas dasar harga (price-based). hasil analisis analisis pengaruh kualitas layanan terhadap kepuasan pelanggan pada bagian ini akan dijelaskan sub struktur 1, yaitu mengenai analisis jalur antara kualitas layanan (x), terhadap kepuasan pelanggan (y). hasil yang diperoleh adalah seperti yang ditunjukkan oleh tabel 1,2, dan 3. adapun persamaan struktural untuk sub-struktur 1 adalah: tabel 1 anova sub-struktur 1 model sum of squares df mean square f sig. 1 regression 6.597 1 6.597 30.098 .000a residual 21.480 98 .219 total 28.078 99 a. predictors: (constant), kualitaslayanan b. dependent variable: kepuasanpelanggan sumber: hasil pengolahan data 2010 132 journal the winners, vol. 10 no. 2, september 2009: 128-136 tabel 2 model summary sub struktur 2 model r r square adjusted r square std. error of the estimate change statistics r square change f change df1 df2 sig. f change 1 .485a .235 .227 .46817 .235 30.098 1 98 .000 a. predictors: (constant), kualitaslayanan sumber: hasil pengolahan data 2010 pengujian hipotesis hipotesis yang diambil adalah ho yakni tidak adanya kontribusi yang signifikan antara variabel kualitas layanan terhadap variabel kepuasan pelanggan layanan blackberry indosat; dan ha yakni adanya kontribusi yang signifikan antara variabel kualitas layanan terhadap variabel kepuasan pelanggan layanan blackberry indosat. sementara itu, keputusan yang didapatkan adalah sebagai berikut. dari tabel 2 anova, diperoleh nilai f sebesar 30,098 dengan nilai probabilitas (sig) = 0,000. karena nilai sig < 0,05, maka keputusannya adalah ho ditolak dan ha diterima. besarnya pengaruh variabel kualitas layanan (x) dan kepuasan pelanggan (y), dapat diketahui dengan melihat nilai r square pada tabel 2 model summary, bahwa r2 = 0,235 atau 23,5%. besarnya pengaruh dari variabel lain yang mempengaruhi kepuasan pelanggan adalah sebesar 76,5%. sedangkan besarnya koefisien jalur bagi variabel lain di luar penelitian yang mempengaruhi nilai y, dapat dihitung melalui rumus sebagai berikut: y = ρyx + ρyε1 r2zxy = 0,235 ρy ε1 = 2zxyr1 − = 235,01− = 0,874 tabel 3 coefficients sub-struktur 1 model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.129 .413 2.733 .007 kualitaslayanan .660 .120 .485 5.486 .000 a. dependent variable: kepuasanpelanggan sumber: hasil pengolahan data 2010 y = ρyx + ρyε1 y = 0,485x + 0,874ε1 analisis kualitas layanan (x) serta kepuasan pelanggan (y) terhadap loyalitas pelangan (z) layanan blackberry indosat pada bagian ini akan dijelaskan sub struktur 2, yaitu mengenai analisis jalur antara kualitas layanan (x), kepuasan pelanggan (y), terhadap loyalitas pelanggan (z). hasil yang diperoleh adalah seperti yang ditunjukkan oleh tabel 4, 5, dan 6. adapun persamaan struktural untuk sub-struktur 2 adalah: kontribusi kualitas layanan .....(cecep hidayat; putri melinda) 133 tabel 4 anova sub-struktur 2 model sum of squares df mean square f sig. 1 regression 20.369 2 10.184 114.801 .000a residual 8.605 97 .089 total 28.974 99 a. predictors: (constant), kepuasanpelanggan, kualitaslayanan b. dependent variable: loyalitaspelanggan sumber: hasil pengolahan data dengan 2010 tabel 5 coefficients sub-struktur 2 model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) -.099 .273 -.365 .716 kualitaslayanan .396 .088 .286 4.526 .000 kepuasanpelanggan .672 .064 .661 10.455 .000 a. dependent variable: loyalitaspelanggan sumber: hasil pengolahan data dengan 2010 tabel 6 model summary sub-struktur 2 model r r square adjusted r square std. error of the estimate change statistics r square change f change df1 df2 sig. f change 1 .838a .703 .697 .29785 .703 114.801 2 97 .000 a. predictors: (constant), kepuasanpelanggan, kualitaslayanan sumber: hasil pengolahan data dengan 2010 hipotesis yang diambil adalah ho yakni tidak adanya pengaruh antara variabel kualitas layanan dan kepuasan pelanggan secara simultan dan signifikan terhadap variabel loyalitas pelanggan layanan blackberry indosat; dan ha yakni adanya pengaruh atau kontribusi antara variabel kualitas layanan dan kepuasan pelanggan secara simultan dan signifikan terhadap variabel loyalitas pelanggan layanan blackberry indosat. sementara itu, keputusan yang diperoleh adalah sebagai berikut. dari tabel 5 anova diperoleh nilai f sebesar 114,801 dengan nilai probabilitas (sig) = 0,000. karena nilai sig < 0,05, maka keputusannya adalah ho ditolak dan ha diterima. oleh sebab itu, pengujian secara individual dapat dilakukan. besarnya kontribusi variabel kualitas layanan dan kepuasan pelanggan secara simultan terhadap variabel loyalitas pelanggan dapat diketahui dengan melihat nilai r2 pada tabel 5 sebesar = 0,703 atau 70,3%. besarnya pengaruh dari variabel lain yang berkontribusi terhadap loyalitas pelanggan di luar penelitian ini adalah sebesar 29,7%. sementara itu, besarnya koefisien jalur bagi variabel lain di luar penelitian yang mempengaruhi nilai dapat dihitung melalui rumus sebagai berikut: r2zxy = 0,703 ρyε2 = 2zxyr1− = 703,01− = 0,544 134 journal the winners, vol. 10 no. 2, september 2009: 128-136 gambar 1 struktur hubungan x, y dan z beserta koefisien jalur sumber: hasil pengolahan data dari gambar 1 tersebut, diketahui bahwa seluruh koefisien jalur dari hubungan, maka diketahui pula kontribusi langsung, tidak langsung serta kontribusi total dari tiap-tiap variabel yang mempengaruhi variabel tertentu. hasilnya dirangkum dalam tabel di bawah ini. tabel 7 koefisien jalur, pengaruh langsung, pengaruh tidak langsung, pengaruh total dan pengaruh kualitas layanan (x), kepuasan pelanggan (y) secara simultan dan signifikan terhadap loyalitas pelanggan (z) variabel koefisien jalur pengaruh langsung tidak langsung (melalui y) total x terhadap y 0,485 0,485 0,485 x terhadap z 0,286 0,286 0,485 x 0,661 = 0,3205 y terhadap z 0,661 0,661 0,661 sumber: hasil pengolahan data 2010 jadi, hasil keseluruhan kontribusi variabel kualitas layanan (x) terhadap kepuasan pelanggan (y) serta dampaknya terhadap loyalitas pelanggan (z) adalah sebagai berikut. penerapan kualitas layanan (x) terhadap kepuasan pelanggan (y) layanan blackberry indosat sebesar (0,485)2 = 23,52%, sisanya sebesar 76,48% nilai dipengaruhi oleh variabel lainnya di luar penelitian ini. penerapan kualitas layanan (x) secara langsung berkontribusi terhadap loyalitas pelanggan (z) layanan blackberry indosat sebesar (0,286)2 = 8,17%. sisanya sebesar 91,83% nilai variabel sikap konsumen dipengaruhi oleh variabel lainnya di luar penelitian ini. penerapan kualitas layanan (x) berkontribusi secara tidak langsung terhadap loyalitas pelanggan (z) layanan blackberry indosat sebesar (0,6065)2 = 36,78%. sisanya sebesar 63,22% nilai variabel loyalitas pelanggan dipengaruhi oleh variabel lainnya di luar penelitian ini. penerapan kepuasan pelanggan (y) memberikan kontribusi terhadap loyalitas pelanggan (z) sebesar (0,661)2 = 43,69%. sisanya sebesar 56.31% nilai variabel loyalitas pelanggan dipengaruhi oleh variabel lainnya di luar penelitian ini. implikasi hasil penelitian berdasarkan hasil penelitian, berikut ini akan dikemukakan beberapa implikasi yang dianggap relevan dengan penelitian. implikasi tersebut antara lain sebagai berikut. hasil pengolahan dan analisis data menunjukkan bahwa kualitas layanan (x) memberikan kontribusi yang signifikan terhadap kontribusi kualitas layanan .....(cecep hidayat; putri melinda) 135 kepuasan pelanggan (y) sebesar 23,52%. kontribusi ini cukup besar, namun diperlukan upaya-upaya untuk meningkatkan kualitas layanan blackberry indosat yang dapat mempengaruhi kepuasan pelanggan layanan blackberry indosat sehingga akan menambah jumlah pelanggan. hasil pengolahan dan analisis data menunjukkan kualitas layanan (x) memberikan kontribusi secara langsung yang signifikan terhadap loyalitas pelanggan (z) sebesar 8,17%. kontribusi ini dirasa kecil, untuk itu diperlukan upaya-upaya untuk lebih meningkatkan loyalitas pelanggan layanan blackberry indosat dengan cara memperbaiki kualitas layanan blackberry indosat serta penanganan keluhan pelanggan dengan tepat dan cepat. hasil pengolahan dan analisis data menunjukkan bahwa kualitas layanan (x) memberikan kontribusi secara tidak langsung yang signifikan terhadap loyalitas pelanggan (z) sebesar 36,78%, yaitu kontribusi yang melalui kepuasan pelanggan (y). jadi, perusahaan harus dapat memperbaiki kualitas layanan yang akan meningkatkan kepuasan pelanggan dan selanjutnya akan berkontribusi terhadap loyalitas pelanggan layanan blackberry indosat. hasil pengolahan dan analisis data menunjukkan bahwa kepuasan pelanggan (y) memberikan kontribusi yang signifikan terhadap loyalitas pelanggan (z) sebesar 43,69%. kontribusi ini sangat besar, jadi seharusnya perusahaan meningkatkan kepuasan pelanggan agar loyalitas pelanggan layanan blackberry indosat semakin meningkat. simpulan dari pembahasan yang telah dipaparkan, maka dapat ditarik beberapa simpulan sebagai berikut (1) kualitas layanan berkontribusi secara signifikan terhadap kepuasan pelanggan, (2) kualitas layanan berkontribusi secara signifikan terhadap loyalitas pelanggan, kualitas layanan dan kepuasan berkontribusi secara signifikan dan secara simultan terhadap loyalitas pelanggan layanan blackberry indosat. adapun saran yang dapat diberikan kepada pt indosat, tbk adalah sebagai berikut. untuk variabel kualitas layanan, sebaiknya blackberry indosat mengadakan perbaikan seperti memberikan arahan kepada customer service galeri indosat agar bersikap lebih ramah dan sopan terhadap pelanggan dan mempunyai rasa ingin membantu pelanggan yang besar. untuk variabel kepuasan pelanggan, sebaiknya blackberry indosat mengadakan perbaikan seperti penanganan keluhan yang cepat dan tepat sesuai dengan keinginanan pelanggan agar mereka merasa lebih puas, dan memperbaharui sistem pembayaran layanan blackberry indosat agar lebih mudah dan nyaman bagi pelanggan. untuk variabel loyalitas pelanggan, sebaiknya blackberry indosat meningkatkan kualitas layanannya serta diimbangi dengan meningkatnya kepuasan pelanggan karena kedua hal ini merupakan cara yang sangat berpengaruh untuk meningkatkan loyalitas pelanggan secara signifikan. daftar pustaka arief. (2007). pemasaran jasa dan kualitas pelayanan – bagaimana mengelola kualitas pelayanan agar memuaskan pelanggan, edisi pertama, malang: pt bayumedia publishing. chiou j. dan droge, cornelia. (2006). “trust, specific asset, investment, and expertise: direct and indirect effects in a satisfaction – loyalty framework.” journal of the academy of marketing science, vol. 8. (5), p.34. cronin, j.j. dan steven a.taylor (1992). measuring service quality: a reexamination and extension, the journal of marketing vol. 56 no. 3 p 55-68. 136 journal the winners, vol. 10 no. 2, september 2009: 128-136 griffin, j. (2005). customer loyalty: menumbuhkan dan mempertahankan kesetiaan pelanggan, jakarta: penerbit erlangga. irawan, h. (2002). sepuluh prinsip kepuasan pelanggan, jakarta: gramedia. kotler, p., dan keller, k.l. (2009). manajemen pemasaran, jilid pertama, edisi keduabelas, pt indeks, kelompok gramedia: jakarta. ningtyastuti, r. (2009). pengaruh kualitas jasa, kepuasan dan kepercayaan terhadap kesetiaan, depok: fisip ui. riduwan dan kuncoro, e.a. (2007). cara menggunakan dan memakai analisis jalur (path analysis), bandung: penerbit alfabeta. tjiptono, f. (2000). strategi pemasaran, edisi kedua, yogyakarta: penerbit andi. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 97 the winners, 22(2), september 2021, 97-104 doi: 10.21512/tw.v22i2.7101 factors affecting online donation intention in donation-based crowdfunding irantha hendrika kenang1*, gladys gosal2 1,2faculty of management and business, ciputra university surabaya citraland cbd boulevard, made, kec. sambikerep, kota sby, jawa timur 60219, indonesia 1irantha.hendrika@ciputra.ac.id; 2gladys.gosal@ciputra.ac.id received: 28th february 2021/ revised: 12th april 2021/ accepted: 12th april 2021 how to cite: kenang, i. h. & gosal, g. (2021). factors affecting online donation intention in donation-based crowdfunding. the winners, 22(2), 97-104. https://doi.org/10.21512/tw.v22i2.7101 abstract the research aimed to determine factors affecting online donation intention of generation y, particularly in donation-based crowdfunding in indonesia. applying a quantitative method, the research used a combination of theory of planned behavior (attitude, subjective norms, perceived behavioral control), social presence theory, and s-o-r theory (website quality, transaction convenience, perceived credibility). the research used purposive sampling with total of 118 respondents. the result of the analysis suggests that millennials’ intention to donate is significantly affected by the perceived credibility of the crowdfunding platform. this is mainly due to online transaction hence the donors are concerned about whether their donation is going to be distributed properly. subsequently, the perceived credibility of crowdfunding platform is significantly affected by social presence, website quality, and transaction convenience, which support previous research related to social presence theory and s-o-r theory. meanwhile, attitude, subjective norms, and perceived behavioral control have no significant impact on intention to donate, which may be due to several issues such as trust and security issues considering the donation is conducted through online. the crowdfunding platforms and fundraisers in indonesia are expected to have guidelines about important aspects that may affect individual’s intention to donate in crowdfunding platform. keywords: online donations, donation intention, crowdfunding i. introduction the development of the digital world has encouraged many industrial sectors to digitize their business due to the increasing number of people using internet technology to support their activities. evidence from indonesian internet service providers association (apjii) shows that the number of internet users in indonesia per 2020 reaches 196,71 million from 266,91 population (73,7%), which increased by 8,9% from the previous year (apjii, 2020). based on this phenomenon, it can be said that digital trends have become the lifestyle of indonesians. one of the activities that is currently following the digital trend is online donation. now, many nonprofit organizations are starting to leave conventional ways and switch to using digital platforms to raise donations. this is also supported by the rapid growth of financial technology (fintech) companies that have created digital wallets and make it easier for people to donate through their phones. this phenomenon led to the emergence of online fundraising platforms, commonly known as donation-based crowdfunding, where the nominal of donation is decreased but the amount is increased (putri, 2020). the increase in digital donation through crowdfunding platform in indonesia has more than doubled since 2017 (“indonesia negara paling”, 2018). crowdfunding is a general term used to describe various forms of fundraising where a group of people raises money to achieve a specific goal, which is usually done via the internet (ahlers et al., 2015). according to vismara (2019), crowdfunding can be divided into four types: 1) reward-based crowdfunding, 2) lendingbased crowdfunding, 3) equity-based crowdfunding, and 4) donation-based crowdfunding. in reward-based crowdfunding, people who contribute to fundraising will be rewarded with products or services. lendingbased crowdfunding means that the borrowers will receive fixed interest on the funds they lend. in equitybased crowdfunding, the entrepreneur opens an offer to sell a portion of his company's equity on the internet. meanwhile, in donation-based crowdfunding, individuals or organizations raise funds for a purpose 98 the winners, vol. 22 no. 2 september 2021, 97-104 without giving anything to the donor. figure 1 donation growth in indonesia source: ("indonesia negara paling", 2018) the reasons individuals choose to contribute to crowdfunding platforms vary. several researchers have analyzed the reasons for contributing ranging from a desire for reward, financial gain, curiosity about potential crowdfunding, to a desire to be part of the community (choy & schlagwein, 2016; gerber & hui, 2013). donation-based crowdfunding, which is the focus of the research, is a type of crowdfunding whose activities are different from other types of crowdfunding. the party donating money does not expect financial rewards or benefits, but is based on altruistic factors which prioritize the needs of others rather than oneself. donation-based crowdfunding does not assume a real reward for contributions. nevertheless, contributors obtain the sense of satisfaction since they have committed to a cause they care about (bukhari et al., 2019). unlike traditional charity projects, donation-based crowdfunding adds an information technology element to the donation process, so the attributes that influence the intention to donate should be considered more than traditional charity projects. given that the success of a crowdfunding project depends entirely on the involvement of supporters, it is important to analyze the attributes that influence the intention to donate through donation-based crowdfunding. based on the data presented in figure 1, it is clear that donation-based crowdfunding in indonesia is growing rapidly. however, not all donation projects carried out has always succeeded in meeting the targets within the predetermined time. this failure can be caused by many factors which then lead to the closure of several online donation platforms (pratama, 2017). therefore, to find out what factors can influence the success of online fundraising, a research needs to be done to provide benefits for both the platform provider and the fundraiser. the research discusses several factors that influence individual's intention to donate based on several existing theories starting from the theory of planned behavior (tpb), social presence theory, and s-o-r theory (stimulus, organism, response). theory of planned behavior (tpb) aims to understand and predict human behavior (sura, ahn & lee, 2017). the concept of tpb explains that the intention behavior is influenced by psychological emotions that come from consumer evaluations, perceptions of social pressure and expectations to behave, and perceptions of ease or difficulty in behaving (ajzen, 1991). these three factors form attitudes, subjective norms, and perceived behavioral control, which ultimately affect the behavioral intention. many studies have proven that these three factors have positive influence on behavioral intention (tenkasi & zhang, 2018; paul, modi & patel, 2016; webb et al., 2000) tpb has also been used in several studies related to individual behavior in donating (chen et al., 2019; sura et al., 2017; knowles et al., 2012) attitude is considered to be the most important factor affecting behavior intention (kotchen & reiling, 2000). the more positive the attitude towards the behavior, the stronger the intention to behave (sura et al., 2017). subjective norms are based on the influence of other people, such as friends, family, and colleagues that encourage social pressure from a behavior (chen et al., 2019). consumers who have positive subjective norms for a behavior are more likely to be willing to realize that behavior (han & kim, 2010). behavioral control depends on the extent to which individuals feel that factors such as resources, time, and colleague cooperation can inhibit or facilitate behavioral intentions (tenkasi & zhang, 2018). many literatures show that perceived behavioral control is positively correlated with intention (chen & tung, 2014: teng, wu, & liu, 2015). from the discussion, the hypotheses can be formulated: h1: attitude has a positive effect on the intention to donate in donation-based crowdfunding. h2: subjective norms have a positive effect on the intention to donate in donation-based crowdfunding. h3: perceived behavioral control has a positive effect on the intention to donate in donation-based crowdfunding. the most striking difference between traditional charity projects and charity projects using internet media is the social experience that is felt when donating (chen et al., 2019). social context, which relates to direct interactions with other parties, is important in influencing trust (gefen & straub, 2004). social presence theory describes how this social context affects the use of communication media. high social presence is usually found in face-to-face communication while low social presence is often found in e-mails and paper-based letters (gefen & straub, 2004). however, although websites tend not to involve real interactions with other people, it does not mean that social presence cannot be implemented on websites. choi (2016) states that social presence can be 99factors affecting online.... (irantha hendrika kenang; gladys gosal) felt in internet communication media by using social cues such as text, images, and sounds simultaneously. an example of social guidance applied by the kitabisa. com website is by storytelling, which highlights the details of people related to the donation project and the situations around them to create empathy of potential donors. social presence has been shown to have a strong impact on building trust in the virtual world (srivastava & chandra, 2018). research has proven that social presence has an important role in influencing a person's trust in the credibility of a communication medium (choi, 2016; lu et al., 2016). this is due to its ability to create personal relationships with other users and interpersonal relationships through the website, which ultimately increases trust (choi et al., 2011). furthermore, chen et al. (2019) find that social presence positively influences donor trust in donationbased crowdfunding. therefore, the hypothesis can be stated: h4: social presence has a positive effect on perceived credibility in donation-based crowdfunding. the s-o-r theory is put forward by mehrabian & russell (1973), with the explanation that environmental stimuli (s) lead to emotional reactions (o) that trigger behavioral responses (r). since this model can explain a person's decisionmaking process (richard et al., 2009) along with the development of technology, many researchers are interested in exploring the s-o-r framework in online communication media (kim & lennon, 2013). the model proposed based on this theory is how technological characteristics (stimulus) drive people’s perceptions of project’s credibility (organism), which in turn influences their intention to donate (response) in donation-based crowdfunding. the s-o-r theory is put forward by mehrabian & russell (1973), with the explanation that environmental stimuli (s) lead to emotional reactions (o) that trigger behavioral responses (r). since this model can explain a person's decisionmaking process (richard et al., 2009) along with the development of technology, many researchers are interested in exploring the s-o-r framework in online communication media (kim & lennon, 2013). the model proposed based on this theory is how technological characteristics (stimulus) drive people’s perceptions of project’s credibility (organism), which in turn influences their intention to donate (response) in donation-based crowdfunding. h5: website quality has a positive effect on the perceived credibility of donation-based crowdfunding. h6: transaction convenience has a positive effect on perceived credibility in donation-based crowdfunding. online behavior is facilitated by the perceived credibility of both the platform and the transaction provider (cheung et al., 2009). in the context of donation-based crowdfunding, individuals donate without expecting anything in return, hence it is natural for them to worry about whether their donation will be misused for other purposes. in other words, individuals will try to evaluate whether the fundraiser can be trusted upon donating through crowdfunding platform (liu et al., 2018). in addition, transactions that occur in donation-based crowdfunding are transactions between strangers who do not know each other, which can lead to the potential of information asymmetry and even fraud for all parties involved in the transaction (chen et al., 2019). therefore, perceived credibility plays a crucial role in crowdfunding projects as potential donors rely on it to decide whether to donate their money to the respective project. the following hypothesis can be formulated: h7: perceived credibility has a positive effect on the intention to donate in donation-based crowdfunding. finally, the overall research framework is presented in figure 2. figure 2 research framework ii. methods the research applies a quantitative approach that aims to test predetermined hypotheses based on pre-existing theories and concepts as well as previous research (cooper & schindler, 2014). the research uses non-probability sampling where samples are selected using purposive sampling with several criteria which are limited to a specific type of group that provides the desired information, or fits the criteria determined by the researcher (sekaran & bougie, 2016) the first criteria is that the respondents have been looking for information about donation-based crowdfunding platform, specifically kitabisa.com, but have never made digital donations. kitabisa. com is chosen since it has succeeded in becoming the most popular online donation platform due to the convenience it offers in the process of raising funds, security, and donations that are distributed right on target. kitabisa.com has successfully raised more than 500 billion rupiahs since 2014 and has been disbursed 100 the winners, vol. 22 no. 2 september 2021, 97-104 according to their respective allocations. especially for the covid-19 pandemic period from march to may 2020, the donations raised by this platform reached 130 billion rupiahs with millions of donors (riana, 2020). the second criteria is that respondents must be between the ages of 20 to 40 years old by 2020 since the research focuses on millennials (millennial generation or gen y). despite the different opinions regarding the age range of the millennial generation from various researchers, the research refers to the indonesia millennial generation profile, which concludes that millennials are born within the year 1990 to 2000 (kemenpppa, 2018). the recap of millennial generation by birth is shown in figure 3. according to deloitte (2019), millennials will be the majority generation in indonesia's demographic structure until 2045. it is one of the generations that are said to always want to connect and adopt a digital lifestyle. besides that, the millennials are the ones who care about social missions. this is proved by a report which states that the increase in digital donations in indonesia has more than doubled since 2017 and 60% of the donations came from millennials ("indonesia negara paling", 2018). some of the previous statements and facts are the important aspects of the research due to the close relation to the variables studied. furthermore, the number of samples are taken with the consideration that the number is at least 10 times the number of variables studied, thus the required minimum sample is 10 x 8 = 80 respondents. data is collected by distributing questionnaires to respondents via google form using a 5-point likert scale. the research uses the structural equation modeling (sem) figure 3 recap of millennial generation by birth year based on various researchers source: kemenpppa (2018) table 1 outer loading, ave & composite reliability variable indicator outer loading ave composite reliability attitude att1 0,824 0,667 0,889 att2 0,783 att3 0,867 att4 0,790 subjective norms sn1 0,851 0,666 0,856 sn2 0,876 sn4 0,713 perceived behavioral control pbc1 0,886 0,754 0,925 pbc2 0,793 pbc3 0,904 pbc4 0,887 social presence sp1 0,840 0,719 0,927 sp2 0,838 sp3 0,896 sp4 0,867 101factors affecting online.... (irantha hendrika kenang; gladys gosal) method with the partial least square-sem (plssem) approach for hypothesis testing. iii. results and discussions in the pilot testing conducted initially on 30 samples, the sn3 indicator is found to be invalid and thus eliminated. table 1 and table 2 show the results of validity and reliability tests after the indicators mentioned are eliminated. overall, the total number of respondents is 118, where this number have met the minimum sample in the research. the male respondents are 40% and the other 60% are female. the largest age group is 2030 years old (85%) and the rest is 31-40 years old (15%). viewed from the level of education, most of the respondents have a bachelor's degree (81%), while the other 19% have graduated from high school. in terms of monthly expenditures, 55% of respondents has expenditures of more than 3 million rupiahs, the other 19% has between 2-3 million rupiahs and the rest of them has under 2 million rupiahs per month. furthermore, 37% of respondents states that they donate almost once a month in a year, another 20% donates every 2-4 months in a year and the rest donates sp5 0,795 website quality wqnav1 0,739 0,566 0,921 wqnav2 0,810 wqnav3 0,735 wqsec1 0,691 wqsec2 0,712 wqsec3 0,717 wqva1 0,771 wqva2 0,790 wqva3 0,797 transaction convenience tc1 0,897 0,814 0,946 tc2 0,924 tc3 0,898 tc4 0,890 perceived credibility cred1 0,873 0,756 0,949 cred2 0,901 cred3 0,874 cred4 0,889 cred5 0,862 cred6 0,815 intention to donate intd1 0,972 0,943 0,971 intd2 0,970 source: data processed, 2020 table 2 fornell-larcker criterion variable att intd pbc cred sp sn tc wq att 0,817 intd 0,485 0,971 pbc 0,543 0,428 0,868 cred 0,432 0,625 0,336 0,869 sp 0,591 0,519 0,604 0,572 0,848 sn 0,622 0,358 0,583 0,234 0,555 0,816 tc 0,439 0,546 0,436 0,708 0,499 0,269 0,902 wq 0,570 0,641 0,528 0,729 0,611 0,472 0,785 0,753 source: data processed, 2020 variabele indicator outer loading ave composite reliability table 1 outer loading, ave & composite reliability (continued) 102 the winners, vol. 22 no. 2 september 2021, 97-104 every 6 months in a year. table 3 shows the correlation between variables through the r-squared test where it can be concluded that the social presence, website quality and transaction convenience affect perceived credibility by 59,2%, and the other 40,8% are influenced by other variables. meanwhile, the intention to donate is influenced by attitude, subjective norms, perceived behavioral control, and perceived credibility by 45% and the rest is influenced by other variables. table 3 r-squared test result variable r-squared perceived credibility 59,2% intention to donate 45% source: data processed, 2020 furthermore, table 4 shows the results of the t-test carried out to see the significance level of the initial research hypothesis. the hypothesis is accepted and the variable is declared to have a significant effect if it has a t-statistic value higher than 1,98. table 4 shows that there are several hypotheses that are accepted and there are also hypotheses that are rejected. in the context of theory of planned behavior, it can be seen that all three hypotheses are rejected. attitude, subjective norms and perceived behavioral control do not have a significant effect on the intention to donate in donation-based crowdfunding. this is different from the results of previous studies which did not specifically lead to donations in crowdfunding platform (tenkasi & zhang, 2018; paul et al., 2016; webb et al., 2000). viewed from the results of the descriptive analysis, the indicator on the highest attitude variable is the attitude of donating which is considered good by the respondent. nevertheless, it does not immediately make the respondent confident enough to donate through crowdfunding. this is supported by the fact that perceived behavioral control also has no significant effect on the intention to donate to donation-based crowdfunding. the results of the descriptive analysis show that the respondents have full control over where they will donate. in fact, the respondents remain hesitant to donate through crowdfunding. this statement is supported by data from the gopay digital donation outlook (kopernik, 2020) which explains that donors are in doubt whether the donations reach the right party if made online. in addition, issues related to security when donating are a consideration for donors not to donate digitally. furthermore, subjective norms did not have a significant effect on the intention to donate in donationbased crowdfunding, which supports previous research conducted by chen et al. (2019). the relationship between subjective norms and behavioral intention has been criticized by several previous researchers. ajzen (1991) argues that subjective norms have the weakest correlation to behavioral intention compared to attitudes and perceptions of behavior control due to the fact that intention is highly influenced by personal factors. meanwhile, the results indicate that social presence has a significant influence on the perceived credibility of users in donation-based crowdfunding. this is in line with previous research which confirms the significant influence of social presence on donors' trust in donation-based crowdfunding (chen et al., 2019; choi et al., 2011). high social presence can increase user trust since it serves as a cue that increasing social presentation will also increase the donor's perception of the credibility of a project (gefen & straub, 2004). furthermore, the research results show that there is a significant effect of technological characteristics on the perception of credibility in donation-based crowdfunding, thus supporting previous research conducted by liu et al. (2018). this indicates that when individuals have a positive affection for the quality of the website and the ease of the transaction process in donating, the perception of the credibility of the crowdfunding platform increases. this statement is supported by data from the gopay digital donation outlook (kopernik, 2020) which concludes that one of the main reasons for donors to donate through crowdfunding platforms is the convenience factor supported by technology. finally, the results confirm the significant influence of perceived credibility on the intention to donate through donation-based crowdfunding. this is table 4 hypothesis testing hypothesis original sample t-test result h1: attitude  intention to donate 0,156 1,625 not significant h2: subjective norms  intention to donate 0,063 0,708 not significant h3: perceived behavioral control  intention to donate 0,139 1,383 not significant h4: social presence  perceived credibility 0,191 2,180 significant h5: website quality  perceived credibility 0,341 3,027 significant h6: transaction convenience  perceived credibility 0,345 2,634 significant h7: perceived credibility  intention to donate 0,495 5,983 significant source: data processed, 2020 103factors affecting online.... (irantha hendrika kenang; gladys gosal) in line with previous research by liu et al. (2018) and lu et al. (2016) who state that the perceived credibility of a charity crowdfunding project has a strong role in determining an individual's intention to donate. since donations made through crowdfunding are done online, donors are more likely to question whether the money is distributed to those in need. if they believe that the money will not be misused, they will donate without hesitation. in other words, perceived credibility is one of the main factors influencing intention to donate through crowdfunding platforms. iv. conclusions the research is expected to enrich the theory of planned behavior (tpb), social presence and s-o-r theory applications, especially in donation-based crowdfunding platform. the results shows that attitude, subjective norms, and perceived behavioral control do not have a significant effect on the intention to donate in donation-based crowdfunding which may be due to several issues such as level of trust and security issues considering the donations is conducted through virtual network. furthermore, the research results prove that there is a significant influence of social presence, website quality, and transaction convenience on the perceived credibility of kitabisa.com as a donationbased crowdfunding platform, which in turn has a significant impact on the intention to donate. the research results are expected to be an input for the digital donation platform to build credibility by sharing information in the form of positive storytelling so that it can strengthen social presence which has an impact on increasing trust. crowdfunding platforms or fundraisers also need to pay attention to the quality of websites or digital media used to communicate with donors. visual and audiovisual displays need to be considered, so they look attractive to donors as well as being designed to be a user-friendly platform. furthermore, related to the convenience of transactions, crowdfunding platform providers can offer various payment options to make it easier for donors to channel their donations either through digital wallets, bank transfers, or collaboration with merchants that donors can easily find. in addition, the option of the auto-debit feature can also be made to help donors who may want to make donations regularly without having to transfer manually. it is necessary to note that the research is only limited to a specific crowdfunding platform, which is kitabisa.com. therefore, further research is recommended not only on crowdfunding platform but also on online donations using other channels such as social media or digital wallet. in addition, other variables can be added relating to the factors affecting intention to donate, such as characteristics of the donation project or moderating variables such as income or generation other than millennials. references ahlers, g. k. c., cumming, d., günther, c., & schweizer, d. 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(2000). development and validation of scales to measure attitudes influencing monetary donations to charitable organizations. journal of the academy of marketing science, 28(2), 299-309. https://psycnet. apa.org/doi/10.1177/0092070300282010 *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 163 the winners, 22(2), september 2021, 163-171 doi: 10.21512/tw.v22i2.7082 the role of digital loyalty program towards customer loyalty through a measure of satisfaction roymon panjaitan* department of business, faculty of computer and business, universitas sains dan teknologi komputer jl. majapahit no.605, pedurungan kidul, semarang, central java 50192, indonesia roymon_panjaitan@yahoo.com received: 22nd february 2021/ revised: 06th april 2021/ accepted: 12th april 2021 how to cite: panjaitan, r. (2021). the role of digital loyalty program towards customer loyalty through a measure of satisfaction. the winners, 22(2), 163-171. https://doi.org/10.21512/tw.v22i2.7082 abstract the research aimed to explore the importance of loyalty programs to customer satisfaction and loyalty in digital business in indonesia. the concept of theoretical development of the resource-advantage theory of competition and service-dominant logic was used for the development of research findings. lazada, one of the e-commerce platforms, offered digital loyalty programs such as points store, loyalty store, e-coupon, e-newsletter, and flash sale. thus data collection was distributed through an online questionnaire to lazada customers, with a sample size of 384 respondents. data testing with linear regression analysis was conducted to test the variables of the lazada digital loyalty program on customer loyalty mediated customer satisfaction. the results shows that in digital loyalty program variables, the program features contribute positively directly and have the success of mediated customer satisfaction in the digital loyalty program. more products that offer customer-oriented technology feature innovation will increase customer loyalty amidst dynamic marketing capabilities in digital business innovation change, which gives impact to managers. keywords: digital loyalty program, customer satisfaction, customer loyalty i. introduction the growth of digital innovation in indonesia is coherently diffused by innovation. dissemination of information technology provides convenience from aspects of digital business, such as marketplaces and e-commerce. the emergence of this industry also encourages the growth of the creative economy in indonesia. competition for technical aspects and delivery of services such as website design and responsiveness is part of efforts to increase satisfaction and loyalty. to promote customer retention and discourage the customer from turning to rivals, digitalbased loyalty schemes are intensively introduced by e-commerce. raising customer loyalty and loyal customer is a top priority and as one of the vital characteristics in developing and sustaining a key business environment (iglesias et al., 2020; mainardes, rosa, nossa, 2020; vildová et al., 2015). customer satisfaction is considered the main determinant in building and maintaining the main business environment. good services allow customers to return to the sector or area where orders are often made. advanced access to new goods, extra discounts, or indeed free items can be included in several bonuses. usually, clients register their personal details with the organization and obtain a unique id, such as a numeric id or id card as the identifier when making the payment. lazada is one of the e-commerce platforms of the latest developments in the digital business, with an average of 135 million visitors by 2020. the urgency of the problem of the research is whether lazada has the potential to compete comparatively with digitalbased to maintain customer loyalty. moreover, the research aims to find out the logical perspective that can be built into new or added value in the lazada platform since there have been many competitors that dominate in this business. it is considered important to discuss since the growing platform of other digital businesses are oriented to the consumer perspective in e-commerce business competition in particular. through the concept offered from the digital loyalty relationship on the loyalty customer, the importance of the concept of customer satisfaction can bridge the relationship. watson et al., (2015) point out that loyalty consists of buying attitudes and behaviors that benefit one seller over a competitor. bijmolt et al. (2017), breugelmans and liuthompkins (2017), bruneau, swaen, and zidda 164 the winners, vol. 22 no. 2 september 2021, 163-171 (2018), and trivedi and yadav (2020) suggest that loyalty programs are a much more important driver of purchasing behavior than corporate loyalty. web features are the process of building customer loyalty from trust and distrust to differently mediate customer perceptions (liu et al., 2017; ofori, boakye, & narteh, 2018; seckler et al., 2015; trivedi & yadav, 2020). thus consumer loyalty through sales programs can be built from the seller's facilities to the consumer perspective. the understanding of customer loyalty is incomplete, while some research agree that there is a positive link in the success of digital loyalty programs to higher online programs than in the offline market because consumers in the online market are not charged for physical transportation fees (lim & lee, 2015). in addition, the benefits of customer segmentation of consumer preferences are higher, so they provide stronger profit incentives for retailers through loyalty programs (ieva & ziliani, 2017). vesel and zabkar (2009) conclude that in a retail service environment, the level of quality of personal interaction, loyalty programs, and customer satisfaction as important determinants of customer loyalty. however, according to sungirirai, chiguvi, and sungirirai (2017) loyalty programs have a weak effect on customer behavior of economic rewards and exchange options although customer familiarity is already integrated with the program. through the member card, a reward scheme can measure the level of satisfaction and intensity of customer loyalty (li, 2018). another important point in digital marketing is having value-added attributes to increase customer loyalty from the content attributes, customer service attributes, and appearance features (khan & islam, 2017; zakaria et al., 2014). this is reinforced from the results by zakaria et al. (2014) with the object of retail industry research, which also shows that some loyalty programs such as rebate gift vouchers, member's day, and magazine have no significant effect on customer satisfaction. the points that must be collected to redeem gift vouchers are too large compared to the amount of money spent by customers, so customers prefer other companies that offer similar program with easier terms to follow. therefore, it takes the concept of measurable variables as a bridge to achieve increased customer loyalty. considering the inconsistency of previous research findings, the research provides a conceptual model of customer satisfaction relationships as a bridge from the correlation of loyalty design programs to customer loyalty. other researchers have focused a lot on the relationship of service quality to customer loyalty, but only few researchers discuss digital loyalty programs through concepts that offer digital features such as store points, loyalty stores, e-coupons, e-newsletters, and flash sales. the feature is positively correlated to be an important key part of customer relationship management products to increase customer satisfaction (hassan et al., 2015). similarly, the effect of customer satisfaction on loyalty is fully mediated by trust and commitment in the higher education customer segment (schirmer et al., 2018). the concept of online buying (i.e., website images, online routines, and website knowledge) provides important insights into how e-companies can pursue and use pleasure to highlight customer loyalty. these results enable a better understanding of the specificity of customers with practical actions aimed at their real needs and expectations. this understanding is also supported by pereira, de fátima salgueiro, and rita (2017) that images, routines, and website knowledge significantly affect e-customer satisfaction. customer satisfaction is a conscious evaluation or cognitive assessment concerning whether the performance of a product or service is relatively good or poor, or whether the product or service matches the purpose of use (alnawas & hemsley-brown, 2018; alsaggaf & althonayan, 2018). it can also be attributed to the extent to which the performance of such products is in line with buyer expectations (kotler, 2018). the definition of customer loyalty is customer loyalty to continue to use the same product of a company. this may apply solely to the purchase of the same particular brand repeatedly if there is only one available brand, cheapest brand, and so on (tjiptono & chandra, 2011). the definition of a loyalty program can be interpreted as a marketing program to increase customer satisfaction and loyalty by offering similar rewards, and to achieve financial returns such as market share, competitive positions, or recurring purchases, while at the same time collect customer data to do targeted marketing (breugelmans et al., 2015). the behavior of internet users can differ considerably from the population in general. this also applies to e-commerce players and their effect on a digital loyalty program. loyalty programs for a digital business are also usually digital-based where companies can simultaneously build a digital database for e-mail marketing, track customer birthdays, and other special events (tahal, 2014). some types of conventional and digital loyalty programs have been summarized in table 1. some research on digital loyalty program has mixed results on customer satisfaction and loyalty. digital loyalty programs are proven to increase sales but not to generate true loyalty to the company (nobre & rodrigues, 2018). tahal (2014) shows that 73% of e-commerce users claim to be happy with loyalty programs, but in reality, only 31% of users admit to the loyalty program. it raises the question of whether the digital loyalty program has a positive effect on customer satisfaction and customer loyalty. the same research also shows that there is a mismatch between the loyalty program communicated by the company compared to the loyalty program expected by the customer (tahal, 2014). it results in the loyalty program being untargeted and not achieving the expected goals. the research focuses on whether the digital loyalty program has good engagement with its 165the role of digital loyalty program.... (roymon panjaitan) customers and has significant influence on customer satisfaction and customer loyalty. based on previous research, the hypotheses that can be formed are: h1: digital loyalty program significantly affects customer satisfaction. h2: digital loyalty program significantly affects customer loyalty. with the help of technology, several types of new loyalty programs can be offered to customers as described in table 1, such as a gamification system that offers loyalty programs to customers by having to play video games. besides, there are also loyalty programs based on social media such as, fan pages and community forums. however, some loyalty programs that are proven to be popular are still used, namely point programs, tier programs, membership programs, and payback programs, and flash sale programs. the five types of loyalty programs are most commonly used by digital businesses such as lazada, which is the e-commerce examined in the research. based on the development of loyalty program into a digital version, the research is to hypothesize that each of the five digital-based loyalty programs from lazada has a significant influence on customer satisfaction and loyalty: h1a: toko points program significantly affects customer satisfaction. h1b: store loyalty program significantly affects customer satisfaction. h1c: e-coupon program significantly affects customer satisfaction. h1d: e-newsletter program significantly affects customer satisfaction. h1e: flash sale program significantly affects customer satisfaction. h2a: toko points program significantly affects customer loyalty. h2b: store loyalty program significantly affects customer loyalty. h2c: e-coupon program significantly affects customer loyalty. h2d: e-newsletter programs have a significant effect on customer loyalty. h2e: flash sale program significantly affects customer loyalty. the relationship between customer satisfaction and customer loyalty has been proven in previous research. iddrisu et al. (2015) reveal that customer satisfaction has a direct relationship with customer loyalty judging by the results of the calculation of correlation between customer satisfaction to customer loyalty of 0,763. compared to what has been conducted, this research focuses on how the digital loyalty program affects customer satisfaction and customer loyalty. therefore, the third and fourth hypotheses can be formed: h3: customer satisfaction significantly affects customer loyalty. h4: customer satisfaction has a mediation role between digital loyalty programs and customer loyalty. lazada's online business digital media is chosen as the locus of research since the digital program provides its uniqueness for its competitors in the same field in e-commerce. this leads to explore the conceptual model of the function of customer satisfaction in its ability to bridge or improve its relationship to customer loyalty. therefore, the current research aims to explore further and bridge the research gap in the literature by developing conceptual table 1 loyalty program conventional vs digital loyalty program no loyalty program conventional (magatef & tomalieh, 2015) loyalty program digital (various source) 1 points system digital point program 2 tier system digital tier program 3 vip membership vip memberships 4 payback money for loyal customer digital payback system 5 partnerships with other company to provide all-inclusive offers partnership program 6 loyalty card program social media based program 7 frequent buyer program gamification program 8 gift card or certificate community program 9 return policy for loyal customer subscription program 10 discount over time or volume of good charity program 11 bundled goods flash sale 12 non-monetary programs source: researcher (2021) 166 the winners, vol. 22 no. 2 september 2021, 163-171 models consisting of the concept of the digital loyalty program, customer satisfaction, and customer loyalty. ii. methods data collection method is conducted by using the online questionnaire method. distribution of google form links by giving some statements to lazada users. topics raised in the research are digital loyalty programs, customer satisfaction, and customer loyalty that occur in lazada company. the target population of the research is lazada app users with a variety of demographics. the criteria in determining the sample target are: 1) lazada app users; 2. no transaction on lazada; and 3) frequent transaction through lazada (more than 5 times). the sampling method is purposive sampling where the selected sample has several inclusion criteria by the three criteria. sampling is shared via social media. based on the number of lazada users reaching 10 million users, the minimum number of samples required is 384 samples (sekaran & bougie, 2016). statistical analysis used in the research is statistic parametric with multiple linear regression test by testing free variables and mediation variables against bound variables. before conducting multiple linear regression tests, several tests are conducted in advance such as validity tests and reliability tests to identify the items of the questionnaire. next, normality test, linearity test, and heteroscedasticity test are conducted as a condition of the feasibility of the linear regression model. a parameter test is conducted to determine the influence of independent variables on dependent variables. parameter testing includes simultaneous parameter testing (f test) and partial parameter testing (t-test). simultaneous parameter testing (f test) shows whether all independent variables included in the model have a mutual influence on dependent variables. partial parameter testing (t-test) is used to prove whether independent variables individually affect dependent variables. the four steps in using the causal step method are to: 1) create an independent variable regression equation (x) against a dependent variable (y); 2) create an independent variable regression equation (x) against the mediation variable (m); 3) create an independent variable regression equation (x) against a dependent variable (y) by entering a size mediation variable (m); 4) draw conclusions as to whether the mediation variable mediates perfect mediation or partial mediation. variable m is declared as mediation or intervening variable if it meets criteria, namely: 1) if it is in equation i, the independent variable (x) affects the variable that is suspected as the mediation variable (m); 2) if it is in equation ii, the independent variable (x) affects the dependent variable (y); and 3) if it is in equation iii, the variable that is suspected as the mediation variable (m) affects the dependent variable (y). the test is conducted using the help of the spss program. figure 1 shows a diagram design of mediation variable regression analysis with causal step method. the test is to prove the significance of each lazada digital loyalty program (x) to customer satisfaction (m) in shopping at lazada. figure 1 direct effect of variable x on variable m the regression equation in the first model is: m = β0 + β1x (1) figure 2 shows diagram on the direct influence of the digital loyalty program (x) on customer loyalty (y). the test aims to prove the significance of each lazada digital loyalty program to customer loyalty in shopping at lazada. figure 2 direct effect of variable x on variable y the regression equation in the second model: y = β0 + β1x (2) figure 3 provides diagram of the indirect impact of digital loyalty program (x) on customer loyalty (y) mediated by consumer satisfaction (m). the test aims to predict the extent of customer satisfaction mediation on the value of lazada digital loyalty programs for customer loyalty. figure 3 indirect influence of x on y through m as mediation 167the role of digital loyalty program.... (roymon panjaitan) the regression equation in the third model is: y = β0 + β1x + β2m (3) when the effect of variable x on y, which was significant, becomes insignificant after inserting variable m into the regression equation model, it is considered that variable m testing criteria are declared as perfect mediation variables. on the other hand, when the insignificant effect of variable x on y becomes significant after variable m is inserted into the regression equation model, variable m is declared as a partial mediation variable. iii. results and discussions from the model regression analysis as seen in table 2, the significance value of all items in the digital loyalty program (x) < 0,05. it means that the digital loyalty program (x) affects the customer satisfaction (m) either individually/partially (t-test) or collectively/simultaneously (f test). the magnitude of the influence can be seen in the r-squared value of 0,822 meaning that the digital loyalty program (x) affects customer satisfaction (m) certain factors outside of this report are impacted by 82,2 % and the other 17,8%. the magnitude of the influence between each digital loyalty program on customer satisfaction can be seen in the correlation-pearson value, in which toko points gives the most influence since it has a strong relationship and direction (positive) to customer satisfaction (figure 4). based on data processing using spss program assistance, digital loyalty program (x) to customer satisfaction (m) obtains a constant coefficient value of 0,076 and a regression coefficient value of 0,90, so the regression equation for the first model is: m = β0 + β1x (4) customer satisfaction = 0,076 + 0,906 digital loyalty program. it can be concluded that the first criterion "independent variable (x) affects the variable that is suspected as a mediation variable (m)" to test the customer satisfaction variable (m) as the mediation variable is fulfilled. the second model regression analysis, as seen in table 3, shows the significance value of all items in the digital loyalty program variable (x) < 0,05. it means the digital loyalty program variable (x) affects the customer loyalty variable (y) either individually/ partially (t-test) or collectively/simultaneously (f test). the significance of the influence can be seen in the r-squared value of 0,804 meaning that the digital loyalty program (x) affects customer loyalty (y) certain factors outside of this research are affected by 80,4% and the remaining 19,6%. the significance of the impact between each digital loyalty program on customer loyalty can be seen in the correlation-pearson value. e-coupon gives table 2 first model regression test var. coeff. std. corr. pearson t-val f-val r-squared sig. dlp 0,906 97,064 0,000 constant 0,076 tp 0,182 0,772 2,683 0,008 tl 0,250 0,678 4,560 0,822 0,000 ec 0,232 0,757 3,796 0,000 en 0,189 0,717 3,183 0,002 fs 0,269 0,744 4,557 0,000 source: data processed results 2021 (spss) description : dlp = digital loyalty program fs = flash sale tp = toko points ec = e-coupon en = e-newsletter coeff. std. = coefficient standard tl = toko loyalty corr. pearson = correlation-pearson figure 4 mediation of costumer satisfaction from digital loyalty to costumer loyalty 168 the winners, vol. 22 no. 2 september 2021, 163-171 the most influence since it has a strong relationship and direction (positive) to customer satisfaction. figure 5 shows that digital loyalty program (x) to customer loyalty (y) obtains a constant coefficient value of 0,006 and a regression coefficient value of 0,896. therefore, the regression equation for the first model is: m = β0 + β1x customer loyalty = 0,006 + 0,896 digital loyalty program it can be concluded that the second criterion "independent variable (x) affects dependent variable (y)" to test the customer satisfaction variable (m) as the mediation variable is fulfilled. the third model regression analysis can be seen in table 4. the importance of the digital loyalty program (x) and customer satisfaction (m) < 0,05. it shows that the digital loyalty program (x) and customer satisfaction (y) affect the customer loyalty (y) either individually/partially (t-test) or collectively/simultaneously (test f). the significant influence can be seen in the r-squared value 0,875 which means that the digital loyalty program (x) and customer satisfaction (m) affect customer loyalty (y) by 87,5% and the remaining 12,5% is influenced by other variables outside of the research. digital loyalty program (x) to customer loyalty (y) obtains a constant coefficient value of -0,044. in addition, as seen in figure 6, a regression coefficient value of digital loyalty program (x) is 0,322 and a coefficient value of customer satisfaction (m) is 0,634. thus, the regression equation for the first model is: y = β0 + β1x + β2m customer loyalty = -0,044 + 0,322 digital loyalty program + 0,634 customer satisfaction table 3 second model regression test var. coeff. std. corr. pearson t-val f-val r-squared sig. dlp 0,896 0,000 constant 0,006 tp 0,162 0,756 2,275 0,025 tl 0,206 0,645 3,570 85,981 0,804 0,001 ec 0,287 0,771 4,454 0,000 en 0,219 0,724 3,503 0,001 fs 0,232 0,729 3,740 0,000 source: data processed results 2021 (spss) description: dlp = digital loyalty program tl = toko loyal coeff. std. = coefficient standard tp = toko points fs = flash sale corr. pearson = correlation-pearson en = e-newsletter ec = e-coupon figure 5 relation of digital loyalty on costumer satisfatcion table 4 third model regression test var. coeff. std. corr. pearson t-val f-val r-squared sig. (constant) -0,044 0,000 dlp 0,322 0,896 4,015 378.600 0,875 0,000 cs 0,634 0,925 7,904 0,000 source: data processed results 2021 (spss) description: dlp = digital loyalty program coeff. std. = coefficient standard cs = customer satisfaction corr. pearson = correlation-pearson 169the role of digital loyalty program.... (roymon panjaitan) it can be concluded that standardized coefficients beta value obtained variable digital loyalty program (x) weakened or decreased 0,322 < 0,896 with the addition of customer satisfaction (m). it reveals that customer satisfaction (m) has a mediation role to digital loyalty program (x) and customer loyalty (y). in addition, the third criteria to test the customer satisfaction (m) as a mediation variable is fulfilled. table 5 shows the results of each hypothesis test. iv. conclusions it is interesting to see from the outcomes that the variables of the digital loyalty program (along with all lazada loyalty programs) influence consumer satisfaction and lazada customer loyalty. digital loyalty program that has the most influence on customer satisfaction is toko points, whereas the program that has the most influence on customer loyalty is e-coupon. the result is alleged because toko points gives benefits to lazada users by redeeming points to get attractive coupons such as cashback, free shipping, and other discounts that make lazada customers feel satisfied with the benefits earned until finally loyal to lazada. the customer satisfaction serves as a mediation function that explains that the digital loyalty program indirectly affects customer loyalty through lazada customer satisfaction. in previous research, the relationship between customer satisfaction and customer loyalty has been proven by iddrisu et al. (2015) who concentrate on how the importance of the digital loyalty system on consumer satisfaction and show that customer loyalty is directly linked to customer loyalty. visitors, as well as customers, is proven loyal to lazada website based on the results and calculation of data on visitor loyalty that show drastic increase. this is in common with current research that the variables studied have an influential relationship with each other. based on the results, it is considered that management can take steps to keep the current promotion, improve, or see promotions or programs that are less efficient in table 5 hypothesis testing hypothesis result h1 dlp significantly influences customer satisfaction β = 0,906, sig = 0,000 < 0,05 h1a tp significantly influences customer satisfaction β = 0,182, sig = 0,008 < 0,05 h1b tlp significantly influences customer satisfaction β = 0,250, sig = 0,000 < 0,05 h1c ec significantly influences customer satisfaction β = 0,232, sig = 0,000 < 0,05 h1d en significantly influences customer satisfaction β = 0,189, sig = 0,002 < 0,05 h1e fs significantly influences customer satisfaction β = 0,269, sig = 0,000 < 0,05 h2 dlp significantly influences customer loyalty β = 0,896, sig = 0,000 < 0,05 h2a tp significantly influences customer loyalty β = 0,162, sig = 0,025 < 0,05 h2b tlp significantly influences customer loyalty β = 0,206, sig = 0,001 < 0,05 h2c ec significantly influences customer loyalty β = 0,287, sig = 0,000 < 0,05 h2d en significantly influences customer loyalty β = 0,219, sig = 0,000 < 0,01 h2e fs significantly influences customer loyalty β = 0,232, sig = 0,000 < 0,05 h3 cs significantly influences customer loyalty β = 0,634, sig = 0,000 < 0,05 h4 cs mediates the relationship between loyalty programs and customer loyalty the standardized value of beta coefficients obtained by the digital loyalty program (x) weakened or decreased by 0,322 < 0,896 with the addition of customer satisfaction (m) source: researcher (2021) figure 6 relation of digital loyalty on costumer loyalty 170 the winners, vol. 22 no. 2 september 2021, 163-171 attracting customers' attention. research limitation in sampling questionnaires shows that not all respondents know lazada since some of them shop at shopee, blibli, bukalapak, and so on. for lazada customers, some people are unfamiliar with loyalty programs since too many promotional activities and additional services make it increasingly difficult for customers to understand the forms of promotion resulting in the transfer of customers to competitors. it is recommended that future research with similar topic add more data to produce more prominent value. in addition, it is advisable to add other variables such as trusts, brand images, and other considerations that may have a substantial influence on consumer satisfaction and loyalty to customers. references alnawas, i. & hemsley-brown, j. 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(2015). measuring customer satisfaction and loyalty in spa companies. e a m: ekonomie a management, 18(1), 151-168. https://doi.org/10.15240/ tul/001/2015-1-012. watson, g. f., beck, j. t., henderson, c. m., & palmatier, r. w. (2015). building, measuring, and profiting from customer loyalty. journal of the academy of marketing science, 43, 790-825. https://doi. org/10.1007/s11747-015-0439-4. zakaria, i., rahman, b. a., othman, a. k., yunus, n. a. m., dzulkipli, m. r., & osman., m. a. f. (2014). the relationship between loyalty program, customer satisfaction and customer loyalty in retail industry: a case study. procedia social and behavioral sciences, 129, 23-30. https://doi.org/10.1016/j. sbspro.2014.03.643. microsoft word 01_harjum_stock split.doc analisis perbedaan...(harjum muharam; hanung sakti) 1 analisis perbedaan liquiditas saham, kinerja keuangan, dan return saham di sekitar pengumuman stock split harjum muharam1; hanung sakti2 abstracts using 13 samples from listed companies in jakarta stock exchange within 20032005, this article analyze the difference of stock liquidity, financial performance, and stock return in the period of stock split announcement. multivariate analysis of variance (manova) shows that there is no difference in trading volume activity (tva) of stock and financial performance before, within, and after stock split announcement, but this study finds that the difference in stock return exist in the period of stock split announcement. keywords: stock split, trading, financial performance, stock return abstrak menggunakan 13 sampel dari perusahaan yang terdaftar di bursa efek jakarta tahun 2003-2005, artikel menganalisis perbedaan antara likuiditas saham, kinerja keuangan, dan return saham dalam periode pengumuman stock split. multivariate analysis of variance (manova) menunjukkan bahwa tidak ada perbedaan dalam trading volume activity (tva) terhadap saham dan kinerja keuangan sebelum saat dan sesudah pengumuman stock split. tetapi, penelitian ini menemukan bahwa perbedaan dalam return saham terjadi dalam periode pengmumuman stock split. kata kunci: pemecahan saham, perdagangan, kinerja keuangan, return saham 1, 2 fakultas ekonomi, universitas diponegoro, jl. erlangga tenggah 17, semarang 50241, harjum@yahoo.com journal the winners, vol. 9 no. 1, maret 2008: 1-21 2 pendahuluan kinerja keuangan merupakan salah satu faktor yang dilihat oleh calon investor sebagai pertimbangan dalam mengambil keputusan investasi. para pemodal dan analis keuangannya berkepentingan untuk mengetahui tingkat pengembalian atas investasi mereka. oleh sebab itu, mereka membutuhkan laporan keuangan perusahaan dengan tujuan mengetahui kekuatan dan kelemahan perusahaan serta mengidentifikasi kecenderungan dan pertumbuhan yang mungkin ada. dengan adanya informasi keuangan dapat membantu mereka untuk memutuskan tindakan, apakah untuk membeli, menahan, atau menjual saham suatu perseroan. di samping itu, para pemegang saham juga ingin mengetahui kemampuan perseroan membayar deviden. selain kinerja keuangan, harga saham juga mempengaruhi calon investor dalam mengambil keputusan investasi. salah satu faktor yang mempengaruhi permintaan dan penawaran saham adalah tingkat harga saham tersebut. apabila harga saham tersebut terlalu tinggi untuk pasar maka jumlah permintaannya akan berkurang. sebaliknya, bila pasar menilai harga saham tersebut terlalu rendah, jumlah permintaannya akan meningkat. tingginya harga saham akan mengurangi kemampuan para investor untuk membeli saham tersebut. hukum permintaan dan penawaran kembali akan berlaku dan sebagai konsekuensinya, harga saham yang tinggi tersebut akan menurun sampai tercapai posisi keseimbangan yang baru. cara yang dilakukan oleh emiten untuk mempertahankan agar sahamnya tetap berada dalam rentang perdagangan yang optimal sehingga daya beli investor meningkat, terutama untuk investor kecil, yaitu dengan melakukan pemecahan saham. pemecahan saham (stock split) adalah memecah selembar saham menjadi n lembar saham, harga per lembar saham baru setelah stock split adalah sebesar 1/n dari harga sebelumnya. stock split mengakibatkan bertambahnya jumlah lembar saham yang beredar tanpa transaksi jual beli yang mengubah besarnya modal. perusahaan yang melakukan stock split pada umumnya merupakan perusahaan yang mempunyai kinerja keuangan yang baik. sesuai yang ditemukan oleh copeland (1979) dalam marwata (2001) menyatakan bahwa stock split mengandung biaya yang harus ditanggung maka hanya perusahaan yang mempunyai prospek bagus saja yang mampu menanggung biaya tersebut dan sebagai akibatnya pasar bereaksi positif terhadapnya. sebaliknya, perusahaan yang tidak mempunyai prospek baik dan mencoba memberikan sinyal tidak valid terhadap stock split akan tidak mampu menanggung biaya tersebut sehingga bukannya stock split akan meningkatkan harga sekuritasnya tetapi akan menurunkannya jika pasar cukup canggih untuk mengetahuinya. pemecahan saham (stock split) merupakan suatu kosmetika saham, dalam arti bahwa tindakan perusahaan tersebut merupakan pemolesan saham supaya kelihatan lebih menarik dimata investor sekalipun tidak meningkatkan kemakmuran bagi investor. tindakan stock split akan menimbulkan efek fatamorgana bagi investor, yaitu investor analisis perbedaan...(harjum muharam; hanung sakti) 3 akan merasa seolah-olah menjadi lebih makmur karena memegang saham dalam jumlah yang lebih banyak. dengan demikian, sebenarnya stock split tidak menambah nilai perusahaan atau dengan kata lain. stock split tidak mempunyai nilai ekonomis. jika memang stock split tidak mempunyai nilai ekonomis, alasan perusahaan emiten melakukan stock split kemungkinan adalah berhubungan dengan likuiditas harga sekuritas dan yang berhubungan dengan sinyal yang akan disampaikan oleh perusahaan ke publik serta tingkat return saham yang akan diterima oleh para pemegang saham. meskipun secara teoritis stock split tidak memiliki nilai ekonomis, tetapi banyak peristiwa stock split di pasar modal memberikan indikasi bahwa stock split merupakan alat yang penting dalam praktik pasar modal. pemecahan saham yang dilakukan oleh perusahaan yang mempunyai kinerja keuangan yang baik, telah menjadi salah satu alat yang digunakan oleh manajemen untuk membentuk harga pasar saham perusahaan yang terdaftar di bursa efek jakarta. meskipun stock split tidak mengubah jumlah ekuitas perusahaan, mengapa masih banyak perusahaan (emiten) melakukan stock split? motivasi apa yang mendorong atau mendasari mereka untuk melakukan stock split? banyak sekali hipotesis yang sudah diajukan untuk menjelaskan mengapa perusahaan melakukan stock split. ada beberapa alasan mengapa manajer perusahaan melakukan stock split (scott, et al., 1999 dalam harsono, 2004). pertama, agar harga saham tidak terlalu mahal sehingga dapat meningkatkan jumlah pemegang saham dan meningkatkan likuiditas perdagangan saham. kedua, untuk mengembalikan harga dan ukuran perdagangan rata-rata saham kepada kisaran yang telah ditargetkan. ketiga, untuk membawa informasi mengenai kesempatan investasi yang berupa peningkatan laba dan deviden kas. dengan adanya pemecahan saham yang dilakukan beberapa perusahaan pada tahun 2004 tersebut maka akan terjadi perubahan terhadap likuiditas saham yang diproksi pada perubahan jumlah volume perdagangan saham atau trading volume activity (tva) di pasar modal (di pasar bursa), perubahan kinerja keuangan yang diproksi pada jumlah laba bersih rata-rata per bulan perusahaan, dan perubahan tingkat return saham yang akan diterima oleh para pemegang saham. dengan adanya pemecahan saham, ada beberapa perusahaan yang naik atau turun tingkat volume perdagangan saham perusahaannya. beberapa perusahaan yang mengalami kenaikan volume perdagangan saham setelah adanya pemecahan saham, antara lain pt bakrie sumatera plantation, tbk., pt sari husada, tbk., pt international nickel indonesia, tbk., pt artha pacific international, tbk., pt rig tenders, tbk., pt indosat, tbk., dan pt ramayana lestari sentosa, tbk. hal itu sesuai dengan hasil yang didapatkan oleh beberapa peneliti sebelumnya, seperti lamourex dan poon (1987), szewezky & tsesekos (1991) dalam kurniawati (2003) yang menunjukkan bahwa volume perdagangan dan jumlah pemegang saham setelah stock split mengalami peningkatan yang signifikan. akan tetapi, ada juga perusahaan yang setelah melakukan pemecahan saham, volume perdagangan sahamnya tetap dan bahkan mengalami penurunan, antara lain pt davomas abadi, tbk., pt bank central asia, tbk., pt berlian laju tanker, tbk., pt jakarta international hotel & development, tbk., pt kalbe farma, tbk., dan pt ekadharma international, tbk. journal the winners, vol. 9 no. 1, maret 2008: 1-21 4 laba bersih rata-rata per bulan sebelum dan sesudah perusahaan melakukan pemecahan saham mengalami peningkatan. hal itu sesuai dengan hasil penelitian yang dilakukan oleh lakonishok dan lev (1987) dalam anggraini dan jogiyanto (2000) yang menunjukkan bahwa perusahaan yang memecah saham menikmati kinerja laba luar biasa selama periode sebelum pemecahan saham. hal itu mencerminkan kinerja yang baik dari perusahaan yang memecah saham. penelitian lakonishok dan lev (1987) dalam anggraini dan jogiyanto (2000) juga menunjukkan pertumbuhan laba perusahaan yang memecah saham hanya berlangsung sampai tahun pertama setelah pemecahan saham. penelitian asquith dkk. (1989) dalam anggraini dan jogiyanto (2000) juga menunjukkan ada peningkatan laba yang signifikan hanya sampai pada tahun pemecahan saham. dari data awal juga diketahui bahwa setelah adanya pengumuman stock split, harga saham akan mengalami penurunan. dengan adanya penurunan harga saham, tentunya juga akan mempengaruhi penerimaan return saham. hasil penelitian yang dilakukan oleh festasina (2004) yang menyatakan bahwa tidak terdapat perbedaan abnormal return saham pada periode sebelum dengan periode sesudah stock split. riyadi (2004) juga menyatakan bahwa stock split tidak mempengaruhi return saham yang akan diterima oleh investor. aktivitas stock split tidak menimbulkan perbedaan yang signifikan setelah peristiwa stock split. hal itu bertentangan dengan model brennan dan hughes (1991) dalam winarso (2004) yang berasumsi bahwa investor hanya akan berinvestasi pada saham yang benar-benar diketahui dengan pasti segala sesuatunya dan akan melakukan perdagangan melalui broker yang menganalisis perusahaan yang mengeluarkan saham tersebut. aktivitas pemecahan saham akan diterjemahkan oleh investor sebagai sinyal bahwa manajer memiliki informasi yang menguntungkan yang ditunjukkan dengan abnormal return yang posistif disekitar pengumuman split. berdasarkan data yang diperoleh dapat diketahui dengan adanya pemecahan saham terjadi kenaikan dan penurunan tingkat likuiditas saham, tingkat laba bersih ratarata per bulan perusahaan, dan tingkat return saham yang akan diterima oleh para pemegang saham. hal itu sesuai dengan masih banyaknya pihak yang mendukung dan menentang adanya pemecahan saham perusahaan. pihak yang mendukung stock split berkeyakinan bahwa harga saham yang lebih rendah akan meningkatkan investor kecil untuk melakukan investasi sehingga akan membuat pasar lebih likuid. di lain pihak, mereka yang menentang stock split berkeyakinan bahwa tingkat harga sekarang belum cukup untuk menjamin berhasilnya stock split karena adanya ketidakpastian bisnis. berdasarkan perbedaan data dan hasil penelitian sebelumnya maka pertanyaan penelitian yang akan dijawab pada penelitian ini adalah apakah terdapat perbedaan likuiditas saham di sekitar pengumuman stock split? apakah terdapat perbedaan kinerja keuangan di sekitar pengumuman stock split? apakah terdapat perbedaan return saham di sekitar pengumuman stock split? analisis perbedaan...(harjum muharam; hanung sakti) 5 pembahasan menurut baridwan (1992) dalam riyadi (2004), stock split adalah usaha suatu perusahaan dalam memperbanyak sahamnya yang beredar dengan cara mengurangi nilai nominal sahamnya. pengurangan nilai nominal atau nilai yang dinyatakan itub dapat menambah jumlah lembar saham tanpa adanya penyetoran atau kapitalisasi dari laba tidak dibagi. stock split menurut halim (2003) dalam wijayanti (2005) adalah pemecahan jumlah lembar saham menjadi jumlah lembar yang lebih banyak menggunakan nilai nominal yang lebih rendah per lembarnya secara proporsional. tujuan dilakukan stock split adalah untuk menjaga harga pasar agar tidak terlalu tinggi sehingga sahamnya lebih memasyarakat dan banyak orang yang memperjualbelikan. pengumuman stock split dianggap sebagai sinyal yang positif karena manajer perusahaan akan menyampaikan prospek masa depan yang baik dari perusahaan ke publik yang belum mengetahuinya. perusahaan yang melakukan stock split merupakan perusahaan yang mempunyai kinerja yang baik. jika pasar bereaksi pada waktu pengumuman stock split, bukan berarti pasar bereaksi karena informasi stock split tersebut yang tidak mempunyai nilai ekonomis tetapi bereaksi karena mengetahui prospek perusahaan di masa depan yang disinyalkan melalui stock split. tujuan utama emiten melakukan stock split adalah meningkatkan likuiditas saham menjadi lebih luas. selain itu, stock split juga bertujuan untuk menempatkan sahamnya dalam trading range yang optimal. kebijakan stock split itu dilakukan sebagai strategi untuk mempengaruhi transaksi saham tersebut di bursa, yaitu harga awal diperkirakan terlalu tinggi dapat memberikan citra mahal bagi investor sehingga tidak semua investor membeli saham tersebut. dengan adanya stock split akan menurunkan harga saham dan dapat mendorong tingkat transaksi yang terjadi dengan harapan akhir peningkatan harga saham berarti peningkatan keuntungan bagi pemegang saham. motivasi manajer dalam memecah sahamnya antara lain adalah meningkatkan jumlah pemegang saham, mengembalikan harga, dan ukuran perdagangan rata-rata saham pada kisaran yang ditargetkan serta membawa informasi mengenai kesempatan investasi yang berupa peningkatan laba dan deviden kas. walaupun stock split tidak secara langsung mempengaruhi arus kas perusahaan, namun karena manajer mempunyai alasan ketika memecah saham maka stock split menjadi suatu hal yang perlu dipertimbangkan oleh investor maupun calon investor dalam mengambil keputusan dalam membeli atau menjual saham yang dimilikinya. di samping itu, meningkatkan likuiditas setelah stock split mengakibatkan semakin besarnya kepemilikan saham dan jumlah transaksi. bagi sebagian pihak khususnya para emiten, stock split diyakini dapat memberikan manfaat bagi mereka. pada umumnya, manfaat yang diperoleh dari stock split, antara lain menurunnya harga saham yang kemudian akan meningkatkan daya tarik investor, membuat saham lebih likuid untuk diperdagangkan, mengubah para investor journal the winners, vol. 9 no. 1, maret 2008: 1-21 6 add lot menjadi investor round lot. investor add lot, yaitu investor yang membeli saham di bawah 500 lembar (satu lot) sedangkan investor round lot adalah investor yang membeli saham minimal 500 lembar (satu lot). marwata (2001) dalam artikelnya yang berjudul kinerja keuangan, harga saham, dan pemecahan saham menyebutkan dua teori utama yang mendominasi literatur pemecahan saham. pertama, signaling theory. teori itu menyatakan bahwa pengumuman pemecahan saham dianggap sebagai sinyal yang diberikan oleh manajemen kepada publik bahwa perusahaan memiliki prospek bagus di masa depan. reaksi pasar terhadap stock split sebenarnya bukan terhadap tindakan stock split (yang tidak memiliki nilai ekonomis) itu sendiri, melainkan terhadap prospek perusahaan di masa depan yang disinyalkan oleh stock split tersebut. stock split memerlukan biaya. oleh karena itu, hanya perusahaan yang mempunyai prospek bagus saja yang mampu melakukannya. jika kondisinya tidak bagus maka perusahaan tiak akan melakukan stock split. pasar akan merespons sinyal secara positif jika pemberi sinyal kredibel. oleh karena itu, perusahaan harus menunjukkan kredibilitasnya. dengan demikian, berdasarkan teori sinyal bahwa stock split merupakan upaya untuk memberikan sinyal tentang dimilikinya berita baik oleh manajemen (emiten) tentang kondisi perusahaan, salah satu caranya adalah dengan menunjukkan kinerja keuangan yang bagus sehingga perusahaan yang melakukan tindakan stock split dianggap memiliki kinerja yang lebih baik daripada perusahaan yang tidak melakukan stock split. dengan demikian, investor akan merespons sinyal positif tersebut kemudian bersedia membeli saham perusahaan yang melakukan stock split yang pada akhirnya akan meningkatkan volume perdagangan dan harga saham perusahaan tersebut. kedua, trading range theory adalah satu teori yang menjelaskan hubungan antara likuiditas perdagangan saham dengan motivasi perusahaan melakukan pemecahan saham. teori menyatakan bahwa pemecahan saham akan meningkatkan likuiditas perdagangan saham. menurut teori itu, harga saham yang terlalu tinggi (overprice) menyebabkan kurang aktifnya saham tersebut diperdagangkan. harsono (2004) menyatakan bahwa dengan adanya stock split, harga saham menjadi tidak terlalu tinggi sehingga akan semakin banyak investor yang mampu bertransaksi (membeli) dan pada akhirnya akan meningkatkan likuiditas saham. jadi, menurut trading range theory, perusahaan melakukan stock split karena memandang bahwa sahamnya terlalu tinggi. dengan kata lain, harga saham yang terlalu tinggi merupakan pendorong bagi perusahaan untuk melakukan stock split. hubungan stock split dengan likuiditas saham likuiditas saham merupakan suatu indikator dan reaksi pasar terhadap suatu pengumuman yang diukur salah satunya menggunakan trading volume activity (tva). pengukuran trading volume activity (tva) merupakan suatu instrumen yang dapat digunakan untuk melihat reaksi pasar modal dari sisi likuiditas saham terhadap suatu informasi dengan parameter pergerakan aktivitas volume perdagangan atau trading analisis perbedaan...(harjum muharam; hanung sakti) 7 volume activity (tva) (beaver (1968) dalam budiarto (1999) dalam ediningsih, 2004). volume perdagangan saham merupakan suatu penjumlahan dari saham tertentu yang ditransaksikan di bursa saham pada suatu waktu tertentu dan merupakan salah satu faktor yang juga memberikan pengaruh terhadap pergerakan harga saham (huang, 1990, dalam mulyanto, 2006). juga menurut huang (1990) dalam mulyanto (2006), volume perdagangan saham merupakan unsur kunci dalam melakukan prediksi terhadap pergerakan harga saham. ia meyakini bahwa ketika volume perdagangan saham cenderung mengalami kenaikan saat harga mengalami penurunan maka pasar diindikasikan dalam keadaan bearish, ketika volume perdagangan saham cenderung meningkat selama harga mengalami kenaikan maka pasar diindikasikan dalam keadaan bullish. ketika volume perdagangan saham cenderung mengalami penurunan selama harga juga mengalami penurunan maka pasar dalam keadaan bullish dan ketika volume perdagangan saham cenderung mengalami penurunan selama harga mengalami kenaikan maka pasar dalam keadaan bearish. yin dalam huang (1990) dalam mulyanto (2006) meyakini bahwa, pertama, volume transaksi yang kecil biasanya berkaitan dengan penurunan harga. kedua, volume transaksi yang besarnya biasanya berkaitan dengan kenaikan harga. ketiga, volume transaksi yang besar biasanya diikuti dengan kenaikan harga. keempat, volume transaksi yang kecil biasanya diikuti dengan penurunan harga. kelima, jika volume transaksi mengalami penurunan secara terus-menerus selama lima hari perdagangan, hal itu merupakan tendensi harga akan mengalami penurunan setelah empat hari perdagangan. keenam, jika volume transaksi mengalami kenaikan secara terus-menerus selama lima hari perdagangan, hal itu merupakan tendensi harga akan mengalami kenaikan setelah empat hari perdagangan. tujuan stock split terhadap likuiditas saham agar membuat saham perusahaan menjadi lebih likuid. likuiditas saham yang dimaksud adalah kemudahan untuk memperjualbelikan saham dan lebih sering diperdagangkan di bursa. ketidaklikuidan saham seringkali disebabkan oleh dua unsur, yaitu harga saham yang terlalu tinggi dan jumlah saham yang beredar terlalu sedikit. oleh sebab itu, dengan melakukan stock split jumlah lembar saham yang beredar bertambah banyak dan harga saham yang baru (setelah stock split) menjadi lebih rendah daripada harga saham yang lama (sebelum stock split). dengan demikian, diharapkan calon investor tertarik untuk melakukan investasi membeli saham emiten tersebut. hubungan stock split dengan kinerja keuangan pengertian kinerja menurut siegal dan marcon (dikutip oleh mulyadi, 1997) adalah penilaian kinerja, yaitu suatu penentuan secara periodik efektivitas operasional suatu organisasi, bagian organisasi, dan karyawannya berdasarkan sasaran, standar, dan kriteria yang telah ditentukan sebelumnya. penilaian kinerja dapat dibedakan menjadi penilaian kinerja intern dan penilaian kinerja ekstern. penilaian kinerja intern merupakan journal the winners, vol. 9 no. 1, maret 2008: 1-21 8 penilaian atau kontribusi yang dapat diberikan oleh suatu bagian dari pencapaian tujuan perusahaan, baik di bidang keuangan atau secara keseluruhan, penilaian itu dilakukan dengan maksud memberikan petunjuk pembuatan keputusan dan mengevaluasi kinerja manajemen. penilaian kinerja ekstern merupakan penilaian atas prestasi yang dicapai oleh perusahaan dalam suatu periode tertentu yang mencerminkan tingkat hasil pelaksanaan kegiatannya. penilaian dilakukan dengan maksud sebagai dasar penentuan kebijaksanaan penanaman modalnya sehingga dapat meningkatkan efisiensi, efektivitas, dan produktivitas. pengukuran kinerja keuangan suatu perusahaan pada dasarnya bertujuan untuk mendapatkan informasi yang lebih mendalam mengenai kinerja keuangan suatu perusahaan. tujuan melakukan stock split terhadap kinerja keuangan yang diproksi dengan laba bersih rata-rata per bulan adalah untuk memberikan sinyal yang positif kepada para investor bahwa perusahaan memiliki kinerja keuangan yang bagus di masa depan. dengan demikian, berdasarkan signaling theory setelah adanya pengumuman stock split diharapkan investor membeli saham perusahaan. hubungan stock split dengan return saham return saham merupakan hasil atau keuntungan yang diperoleh pemegang saham sebagai hasil dari investasinya. tanpa adanya tingkat keuntungan yang dinikmati dari suatu investasi, tentunya investor (pemodal) tidak akan melakukan investasi. jadi, setiap investasi baik jangka pendek maupun jangka panjang mempunyai tujuan utama mendapatkan keuntungan yang disebut sebaga return, baik langsung maupun tidak langsung (robert ang (1997) dalam herdiana (2003). jogiyanto (2000) membedakan return saham menjadi dua jenis, yaitu return realisasi (realized return atau actual return) dan return ekspektasi (expected return). return realisasi merupakan return yang sudah terjadi dan dihitung berdasarkan data historis. return itu merupakan selisih harga sekarang dengan harga sebelumnya secara relatif. return realisasi itu penting dalam mengukur kinerja perusahaan dan sebagai dasar penentuan return ekspektasi (expected return). return ekspektasi merupakan return yang diharapkan akan diperoleh oleh investor di masa mendatang. komposisi perhitungan return saham (actual return) terdiri dari capital gain atau capital loss. capital gain (loss) merupakan selisih laba (rugi) yang dialami oleh investor pemegang saham karena harga saham relatif lebih tinggi atau lebih rendah dibandingkan dengan harga sebelumnya. bila prospek perusahaan membaik maka harga saham tersebut akan meningkat. dan naiknya harga saham tersebut maka diharapkan return saham juga akan mengalami kenaikan karena return saham merupakan selisih harga antara harga saham sekarang dikurangi dengan harga saham sebelumnya (husnan, 1998, dalam susilo, 2005). analisis perbedaan...(harjum muharam; hanung sakti) 9 penelitian terdahulu beberapa peneliti sebelumnya yang meneliti pengaruh stock split terhadap kinerja keuangan (diproksi pada laba bersih rata-rata per bulan), antara lain asquith, et. al., (1989) dalam jogiyanto dan anggraini (2000) melakukan penelitian yang membahas apakah pemecahan saham membawa informasi tentang laba perusahaan. hasil penelitian mereka menunjukkan bahwa perusahaan yang melakukan pemecahan saham mengalami peningkatan laba yang signifikan untuk empat tahun sebelum pemecahan saham dilakukan. peningkatan terbesar terjadi pada satu tahun sebelum pemecahan saham terjadi. hal itu mendukung signaling theory dalam menjelaskan terjadinya pemecahan saham. mereka juga menemukan bahwa pemecahan saham tidak memberikan sinyal tentang peningkatan laba pada masa sesudah pemecahan saham. hal tersebut berarti pemecahan saham lebih berkaitan dengan kinerja laba masa lalu daripada kinerja laba masa depan. marwata (2001) melakukan penelitian yang membahas apakah ada perbedaan kinerja keuangan antara perusahaan yang melakukan pemecahan saham dan yang tidak melakukan pemecahan saham. kinerja keuangan diproksi dengan laba bersih dan laba per lembar saham. marwata melakukan penelitian terhadap 41 emiten pada industri dasar dan kimia yang terdiri dari 11 emiten yang melakukan pemecahan saham dan 30 emiten yang tidak melakukan pemecahan saham dalam periode juli 1996 sampai pada juni 1997. hasil penelitian menunjukkan bahwa kinerja keuangan perusahaan yang melakukan pemecahan saham tidak lebih tinggi daripada perusahaan yang tidak melakukan pemecahan saham. penelitian lakonishok dan lev (1987) dalam anggraini dan jogiyanto (2000) menunjukkan bahwa perusahaan yang memecah saham menikmati kinerja laba luar biasa selama periode sebelum pemecahan saham. hal itu mencerminkan kinerja yang baik dari perusahaan yang memecah saham. penelitian lakonishok dan lev (1987) dalam anggraini dan jogiyanto (2000) juga menunjukkan pertumbuhan laba perusahaan yang memecah saham hanya berlangsung sampai tahun pertama setelah pemecahan saham. penelitian asquith dkk. (1989) dalam anggraini dan jogiyanto (2000) juga menunjukkan ada peningkatan laba yang signifikan hanya sampai pada tahun pemecahan saham. klein dan peterson (1989) dalam harsono (2004) menunjukkan bahwa perusahaan yang melakukan pemecahan saham akan mengalami peningkatan laba yang lebih besar daripada perusahaan yang tidak melakukan pemecahan saham. adanya perbedaan laba tersebut secara sigifikan berhubungan posistif dengan abnormal return pada saat pengumuman split serta revisi perkiraan laba yang lebih besar menunjukkan bahwa ada peningkatan laba yang luar biasa setelah stock split. return yang meningkat tersebut dapat diprediksi dan merupakan signal tentang laba jangka pendek dan jangka panjang (josef dan brown, 1977; charest 1978; klien, 1992, dalam harsono, 2004). analis akan menangkap signal tersebut dan kemudian menggunakannya untuk memprediksikan peningkatan earnings jangka panjang (doran, 1994, dalam marwata, 2001). journal the winners, vol. 9 no. 1, maret 2008: 1-21 10 beberapa peneliti sebelumnya yang meneliti pengaruh stock split terhadap likuiditas saham, antara lain copeland (1979) dalam kurniawati (2003) melakukan pengujian terhadap likuiditas saham yang diukur dengan besarnya perubahan volume perdagangan dan perubahan biaya transaksi (biaya komisi broker dan bid ask spread). hasil penelitian menunjukkan bahwa volume perdagangan mengalami penurunan pada saat setelah stock split, komisi broker dan bid ask spread menjadi bertambah besar setelah stock split. ketiga kondisi itu menunjukkan penurunan tingkat likuiditas saham. murray (1985) dalam sutrisno (2000) yang menyatakan bahwa split tidak berpengaruh terhadap volume perdagangan maupun bid-ask spread. sementara itu, peneliti lain seperti lamourex dan poon (1987), szewezky & tsesekos (1991) dalam kurniawati (2003) menunjukkan bahwa volume perdagangan dan jumlah pemegang saham setelah stock split mengalami peningkatan yang signifikan. sutrisno (2000) menyatakan bahwa aktivitas split mempunyai pengaruh yang signifikan terhadap harga saham, volume perdagangan, dan persentase spread. kurniawati (2003) juga menyatakan bahwa volume perdagangan dan bid ask spread meskipun berbeda tetapi tidak signifikan. beberapa peneliti sebelumnya yang meneliti pengaruh stock split terhadap return saham, antara lain grinblatt, masulis dan titman (1984) dalam sutrisno (2000) bahwa disekitar pengumuman split menunjukkan adanya perilaku harga saham yang abnormal. diyakini pula bahwa peningkatan harga yang terjadi tidak disebabkan adanya pengumuman deviden yang meningkat seperti yang dikemukakan oleh fama dan french (1993) dalam sutrisno (2000). pasar memberikan nilai positif terhadap split karena adanya tax-option impact. dampak tersebut berbentuk pembebasan pajak yang dihadapi investor (tax-option investor) sehingga investor tersebut memperoleh keuntungan lebih. almilia dan kristijadi (2005) mendukung penelitian yang dilakukan oleh kurniawati (2003), yaitu pengumuman stock split mempengaruhi pasar untuk melakukan reaksi yang ditunjukkan dengan adanya abnormal return negatif pada saat pengumuman stock split. aggarwal dan chen (1989) dalam winarso (2004) menunjukkan bahwa tidak terdapat abnormal return dengan adanya pengumuman split. harjono (2000) dalam hapsari (2004) menyatakan bahwa pasar bereaksi positif terhadap stock split dengan abnormal return saham sebesar 8,64 persen pada hari pertama setelah stock split. peristiwa pengumuman stock split juga tidak menunjukkan perbedaan yang signifikan antara rata-rata return saham sebelum dan sesudah stock split. kerangka pemikiran stock split merupakan suatu aktivitas yang dilakukan oleh para manajer perusahaan dengan melakukan perubahan terhadap jumlah saham yang beredar dan nilai nominal per lembar saham sesuai dengan split factor. tujuan utama emiten melakukan stock split adalah untuk meningkatkan likuiditas saham menjadi lebih luas. selain itu, stock split juga bertujuan untuk menempatkan sahamnya dalam trading range yang optimal. analisis perbedaan...(harjum muharam; hanung sakti) 11 likuiditas saham merupakan suatu indikator dan reaksi pasar terhadap suatu pengumuman yang diukur salah satunya menggunakan trading volume activity (tva). pengukuran trading volume activity (tva) merupakan suatu instrumen yang dapat digunakan untuk melihat reaksi pasar modal dari sisi likuiditas saham terhadap suatu informasi dengan parameter pergerakan aktivitas volume perdagangan atau trading volume activity (tva) (beaver (1968) dalam budiarto (1999), dalam ediningsih, 2004). menurut huang (1990) dalam mulyanto (2006), volume perdagangan saham merupakan unsur kunci dalam melakukan prediksi terhadap pergerakan harga saham. pengukuran kinerja keuangan suatu perusahaan pada dasarnya bertujuan untuk mendapatkan informasi yang lebih mendalam mengenai kinerja keuangan suatu perusahaan. kinerja keuangan yang diproksi dengan laba bersih rata-rata per bulan, dengan adanya pemecahan saham diharapkan dapat meningkat. sesuai dengan signaling theory yang menyatakan bahwa pemecahan saham dilakukan manajemen kepada publik mengenai prospek perusahaan di masa depan yang baik. konsep return saham dapat digunakan berbagai konsep, antara lain return realisasi (actual return) yang merupakan capital gain/capital loss, yaitu selisish antara harga saham periode saat ini (pt) dengan harga saham pada periode sebelumnya (pt-1). stock split merupakan variabel yang dapat menentukan variabel lain. oleh karena itu, dalam penelitian ini akan diuji apakah terdapat perbedaan likuiditas saham perusahaan, kinerja keuangan perusahaan, dan return saham di sekitar pengumuman stock split. hipotesis dalam penelitian ini adalah sebagai berikut. hipotesis tentang likuiditas saham: h1 : terdapat perbedaan volume perdagangan saham perusahaan sebelum stock split, saat stock split, dan sesudah stock split. hipotesis tentang kinerja keuangan: h2 : terdapat perbedaan antara laba bersih rata-rata per bulan perusahaan sebelum stock split, saat stock split, dan sesudah stock split. hipotesis tentang return saham: h3 : terdapat perbedaan antara return saham sebelum stock split, saat stock split, dan sesudah stock split. metode penelitian variabel penelitian yang digunakan dalam penelitian adalah sebagai berikut. pertama, stock split, yaitu suatu aktivitas yang dilakukan oleh para manajer perusahaan dengan melakukan perubahan terhadap jumlah saham yang beredar dan nilai nominal per lembar saham sesuai dengan split factor. kedua, likuiditas saham, yaitu merupakan suatu indikator dan reaksi pasar terhadap suatu pengumuman yang diukur salah satunya menggunakan dengan trading volume activity (tva). ketiga, kinerja keuangan di dalam penelitian ini diproksi dengan laba bersih rata-rata per bulan. keempat, return saham merupakan hasil yang diperoleh dari investasi saham. return saham dapat diperoleh dari selisih antara harga periode sekarang dengan harga periode lalu. journal the winners, vol. 9 no. 1, maret 2008: 1-21 12 dalam penelitian ini, pengambilan sampel terhadap perusahaan go public di bursa efek jakarta (bej) adalah dengan metode pemilihan sampel bertujuan (purposive sampling). sampel tersebut dipilih secara tidak acak sehingga pemilihan sampel tersebut dapat mewakili populasinya yang memenuhi kriteria penelitian. kriteria penelitian sampel perusahaan, antara lain memiliki saham yang terdaftar di bursa efek jakarta (bej), emiten mengumumkan kebijakan pemecahan saham pada tahun 2004, dan diketahuinya tanggal pengumuman kebijakan pemecahan saham. dengan jumlah variabel dependen lebih dari satu dan variabel independen hanya satu maka metode analisis data yang digunakan dalam penelitian ini adalah menggunakan multivariate analysis of variance (manova). sebelum menerapkan model tersebut, terlebih dahulu dilakukan pengujian statistik yang meliputi pengujian asumsi analisis manova, yaitu pertama, normalitas data variabel dependen, dengan statistik uji kolmogorov smirnov. apabila nilai signifikansi lebih besar 0,05 maka variabel dependen dalam penelitian ini berdistribusi normal. dan sebaliknya, apabila nilai signifikansi lebih kecil 0,05 maka variabel dependen dalam penelitian ini tidak berdistribusi normal (ghozali,2002). kedua, homogenitas (kesamaan) matriks kovarians, dengan uji box’s test secara multivariat dan uji levene’s test secara univariat: uji multivariat. apabila nilai signifikansi lebih besar dari 0,05 maka hal itu berarti matrik varian dari variabel dependen sama (tidak berbeda). apabila nilai signifikansi lebih kecil dari 0,05, hal itu berarti matrik varian dari variabel dependen sama; uji univariat. apabila nilai signifikansi lebih besar dari 0,05, berarti variabel dependen memiliki varian yang sama dan sesuai dengan asumsi manova. dan sebaliknya, apabila nilai signifikansi lebih kecil dari 0,05, berarti variabel dependen memiliki varian yang berbeda. setelah dilakukan pengujian tersebut kemudian dilakukan analisis terhadap model secara menyeluruh sebagai dasar pengujian hipotesis. analisis terhadap model manova meliputi uji signifikansi model, baik secara multivariat maupun univariat. uji signifikansi multivariat menggunakan statistik uji pillai’s trace, hotelling’s trace, wilks’a, dan roy largest root sedangkan uji signifikansi univariat menggunakan uji f. untuk melihat pengaruh stock split terhadap grup variabel dependen, yaitu likuiditas saham, laba bersih rata-rata per bulan dan return saham dapat dilihat dari nilai uji pillai’s trace, wilks’s lambda, hotelling’s trace dan roy’s largest root. hotelling’s trace digunakan untuk dua kelompok variabel dependen. dalam penelitian ini karena terdapat lebih dari dua kelompok variabel dependen, digunakan wilks’s lambda. apabila nilai signifikansi lebih kecil dari 0,05, hal itu menunjukkan bahwa informasi stock split secara umum memiliki hubungan terhadap ketiga variabel dependen tersebut pada sebelum stock split, saat stock split, dan sesudah stock split. dan apabila nilai signifikansi lebih besar dari 0,05, hal itu menunjukkan bahwa informasi stock split secara umum tidak memiliki hubungan terhadap ketiga variabel dependen tersebut pada sebelum stock split, saat stock split, dan sesudah stock split. analisis perbedaan...(harjum muharam; hanung sakti) 13 hasil dan pembahasan pengambilan sampel dilakukan dengan melibatkan banyak perusahaan dari kelompok perusahaan yang terdaftar di bursa efek jakarta (bej) yang melakukan stock split pada tahun 2004. penelitian bertujuan untuk mengetahui perbedaan return saham yang diproksi dengan actual return, likuiditas saham yang diproksi dengan trading volume activity (tva), dan kinerja keuangan perusahaan yang diproksi dengan laba bersih rata-rata per bulan dari perusahaan (emiten) pada satu bulan sebelum stock split, bulan stock split, dan satu bulan sesudah stock split. secara teoritis, tindakan stock split dilakukan karena harga saham dinilai oleh emiten terlalu mahal sehingga membuat likuiditas saham dalam perdagangannya menjadi rendah. hal itu menyebabkan kinerja perusahaan menjadi kurang baik. hal itu dapat dilihat dari makin banyaknya para investor yang memperdagangkan saham dari perusahaan (emiten). semakin banyak saham perusahaan diperjualbelikan, menandakan kinerja perusahaan yang baik. dengan dilakukannya stock split, yaitu dengan memecah saham dengan split factor tertentu maka diharapkan harga saham menjadi lebih murah sehingga perdagangan saham menjadi lebih besar dan saham menjadi semakin likuid. likuiditas saham tersebut dapat menyebabkan kepercayaan yang makin besar dari investor terhadap perusahaan. sebelum memberikan pembuktian hipotesis penelitian, sebelumnya akan terlebih dahulu digambarkan data mengenai return saham, likuiditas saham, dan kinerja keuangan. likuiditas saham likuiditas saham menunjukkan kemampuan saham untuk dapat terjual. dalam hal ini, likuiditas saham diukur dengan trading volume activity (tva). trading volume activity (tva) diperoleh dengan cara membagi jumlah saham yang diperdagangkan dengan jumlah saham yang beredar di pasar pada periode yang sama. semakin besar nilai trading volume activity (tva) menunjukkan bahwa saham perusahaan semakin mudah terjual. dengan makin mudahnya saham perusahaan terjual maka berarti saham perusahaan menjadi semakin likuid. setelah adanya pengumuman stock split, tujuh perusahaan mengalami kenaikan, satu perusahaan tetap, dan lima perusahaan mengalami penurunan trading volume activity (tva). kenaikan volume perdagangan sesuai dengan hasil penelitian yang dilakukan oleh lamourex dan poon (1987), szewezky & tsesekos (1991) dalam kurniawati (2003) yang menunjukkan bahwa volume perdagangan setelah stock split mengalami peningkatan yang signifikan. dari 13 data sampel pada satu bulan sebelum stock split menunjukkan rata-rata trading volume activity (tva) sebesar 5,04868 persen saham dapat terjual selama satu bulan sebelum dilakukannya stock split sedangkan pada bulan stock split trading volume activity (tva) turun menjadi sebesar 3,55080 persen dan pada satu bulan sesudah stock split trading volume activity (tva) mengalami peningkatan menjadi 5,98930 persen dari total saham yang beredar dapat terjual. journal the winners, vol. 9 no. 1, maret 2008: 1-21 14 kinerja keuangan pengukuran kinerja keuangan suatu perusahaan pada dasarnya bertujuan untuk mendapatkan informasi yang lebih mendalam mengenai kinerja keuangan suatu perusahaan. laba bersih menunjukkan kinerja yang diperoleh perusahaan dalam aktivitasnya. sebagaimana tujuan didirikannya perusahaan adalah untuk menghasilkan laba, maka dalam hal ini laba bersih dapat menunjukkan tingkat kinerja yang diperoleh. semakin besar nilai laba bersih yang dapat dihasilkan perusahaan, hal itu menunjukkan bahwa perusahaan semakin memiliki kinerja yang semakin baik pula. dari data dapat diketahui setelah adanya pengumuman stock split, enam perusahaan mengalami kenaikan dan tujuh perusahaan mengalami penurunan laba bersih rata-rata. hal itu sesuai dengan hasil penelitian yang dilakukan oleh jogiyanto dan anggraini (2000) yang menyatakan bahwa pemecahan saham di indonesia tidak membawa informasi laba yang positif namun membawa informasi laba yang negatif sehingga para investor dan calon investor harus lebih mencermati hal itu. asquith, et. al. (1989) dalam marwata (2001) menyatakan bahwa pemecahan saham tidak memberikan sinyal tentang peningkatan laba pada masa sesudah pemecahan saham. data dari 13 data sampel pada satu tahun sebelum stock split menunjukkan ratarata terdapat laba bersih rata-rata per bulan sebesar rp.67.217,39 juta. setelah adanya tindakan pengumuman stock split oleh perusahaan, laba bersih rata-rata per bulan turun menjadi sebesar rp.60.097,15 juta dan pada satu tahun sesudah adanya stock split, laba bersih rata-rata per bulan mengalami peningkatan menjadi rp.63.344,62 juta. return saham return saham merupakan hasil atau keuntungan yang diperoleh pemegang saham sebagai hasil dari investasinya. tanpa adanya tingkat keuntungan yang dinikmati dari suatu investasi, tentunya investor (pemodal) tidak akan melakukan investasi. dari data dapat diketahui bahwa setelah adanya pengumuman stock split, 12 perusahaan mengalami kenaikan dan satu perusahaan mengalami penurunan tingkat return saham. hal itu sesuai dengan sinyal teori yang menyatakan bahwa stock split memberikan sinyal yang positif karena manajemen perusahaan akan menginformasikan masa depan yang baik dari perusahaan. dari 13 data sampel pada satu bulan sebelum stock split menunjukkan rata-rata terdapat return saham positif sebesar 11,61818 persen yang berarti dalam hal ini ada kecenderungan terjadi kenaikan harga saham. pada bulan terjadinya pengumuman stock split terjadi penurunan rata-rata return saham yang cukup besar, yaitu menjadi sebesar -69,04312 persen karena pada periode tersebut memang harga saham mengalami penurunan karena adanya pemecahan dengan split factor tertentu dari perusahaan sampel. pada satu bulan sesudah stock split, diperoleh rata-rata return saham naik menjadi – 8,17572 persen. analisis perbedaan...(harjum muharam; hanung sakti) 15 analisis data hipotesis dalam penelitian ini berjumlah tiga dan dapat dibuktikan dengan menggunakan alat analisis mutivariate analysis of variance (manova). pengujian terhadap masing-masing hipotesis dibahas sebagai berikut. uji normalitas uji normalitas data dilakukan untuk memastikan bahwa data dapat dianalisis dengan uji manova sebagai salah satu uji statistik parametrik. pengujian normalitas data dilakukan dengan uji kolmogorov smirnov. hail uji normalitas data menunjukkan bahwa semua variabel berdistribusi normal. hal itu ditunjukkan dengan diperolehnya nilai signifikansi yang lebih besar dari 0,05. uji homogenitas uji homogenitas dilakukan secara univariat dan multivaiat. uji homogenitas univariat dilakukan dengan lavene’s test dan uji homogenitas multivariat dilakukan dengan box’s test. uji homogenitas univariat (menggunakan levene’s test) menunjukkan bahwa semua variabel memiliki varian yang sama (homogen). manova mengasumsikan bahwa setiap variabel dependen memiliki varian yang sama untuk semua grup (ghozali, 2005). variabel dependen menunjukkan nilai signifikansi yang lebih besar dari 0,05, yang berarti memiliki varian yang sama dan sesuai dengan asumsi manova. uji homogenitas multivariat (menggunakan box’s test) menunjukkan bahwa semua variabel dependen memiliki matrik varian yang sama (ghozali, 2005). terlihat bahwa nilai box’s m test adalah 31,674 dan nilai f test sebesar 2,317 dengan tingkat signifikansi 0,006 (lebih besar dari 0,05). hal itu berarti matrik varian dari variabel dependen sama. uji hipotesis pengujian hubungan stock split terhadap likuiditas saham, return saham, dan kinerja keuangan dilakukan dengan manova. pada prinsipnya, pegujian dengan manova dilakukan untuk melihat efek stock split terhadap likuiditas saham, return saham, dan kinerja keuangan jika ketiga variabel tersebut digabungkan (multivariat). selain itu, manova juga dapat ditinjau terhadap pengujian stock split terhadap likuiditas saham, return saham, dan kinerja keuangan secara parsial. untuk melihat hubungan stock split terhadap likuiditas saham, laba bersih rata-rata per bulan, dan return saham secara bersama-sama dapat dilihat dari nilai uji pillai’s trace, wilks’s lambda, hotelling’s trace dan roy’s largest root. keempat pengukur tersebut memberikan nilai f yang berbeda. namun demikian, dengan berdasarkan nilai signifikansi pada wilks’s lambda sebesar 0.000 (nilai signifikansi di bawah 0,05) menunjukkan bahwa informasi stock split secara umum memiliki hubungan terhadap ketiga variabel tersebut pada sebelum stock split, saat stock split dan sesudah stock split. journal the winners, vol. 9 no. 1, maret 2008: 1-21 16 untuk menguji pengaruh stock split terhadap masing-masing variabel, diperoleh sebagai berikut. pertama, likuditas saham. pengujian secara parsial terhadap perbedaan likuiditas saham pada sebelum stock split, saat stock split, dan sesudah stock split diperoleh nilai fhitung sebesar 0,597 dengan signifikansi sebesar 0,556. nilai ftabel untuk df1=1 dan df2=36 adalah sebesar 4,11. nilai fhitung (0,597) < ftabel (4,11) hal itu menunjukkan bahwa tidak ada perbedaan yang signifikan dari likuiditas saham pada sebelum stock split, saat stock split, dan sesudah stock split. hal itu berarti hipotesis 1 ditolak. kedua, kinerja keuangan. pengujian secara parsial terhadap perbedaan kinerja keuangan pada sebelum stock split, saat stock split, dan sesudah stock split diperoleh nilai fhitung sebesar 0,013 dengan signifikansi sebesar 0,987. nilai ftabel untuk df1=1 dan df2=36 adalah sebesar 4,11. nilai fhitung (0,013) < ftabel (4,11) hal itu menunjukkan bahwa tidak ada perbedaan yang signifikan dari laba bersih rata-rata per bulan pada sebelum stock split, saat stock split, dan sesudah stock split. hal itu berarti hipotesis 2 ditolak. ketiga, return saham. pengujian secara parsial terhadap perbedaan return saham pada sebelum stock split, saat stock split, dan sesudah stock split diperoleh nilai fhitung sebesar 50,319 dengan signifikansi sebesar 0,000. nilai ftabel untuk df1=1 dan df2=36 adalah sebesar 4,11. nilai fhitung (50,319) > ftabel (4,11) hal itu menunjukkan bahwa ada perbedaan yang signifikan dari return saham pada sebelum stock split, saat stock split, dan sesudah stock split. hal itu berarti hipotesis 3 diterima. pembahasan likuiditas saham likuiditas saham menunjukkan kemampuan saham untuk dapat terjual. dalam hal ini, likuiditas saham diukur dengan trading volume activity (tva). semakin besar nilai trading volume activity (tva) menunjukkan bahwa saham perusahaan semakin mudah terjual. dari hasil analisis data menunjukkan bahwa tidak ada perbedaan volume perdagangan saham perusahaan sebelum stock split, saat stock split, dan sesudah stock split sehingga hipotesis pertama yang menyatakan bahwa ada perbedaan volume perdagangan saham perusahaan sebelum stock split, saat stock split, dan sesudah stock split ditolak. hasil penelitian ini mendukung hasil penelitian yang dilakukan oleh kurniawati (2003) yang menyatakan bahwa volume perdagangan dan bid ask spread meskipun berbeda tetapi tidak signifikan. festasina (2004) juga menyatakan bahwa tidak terdapat perbedaan volume perdagangan saham pada periode sebelum dengan sesudah stock split. analisis perbedaan...(harjum muharam; hanung sakti) 17 kinerja keuangan laba bersih menunjukkan kinerja yang diperoleh perusahaan dalam aktivitasnya. sebagaimana tujuan didirikannya perusahaan adalah untuk menghasilkan laba maka dalam hal ini laba bersih dapat menunjukkan tingkat kinerja yang diperoleh. dari hasil analisis data tersebut menunjukkan bahwa tidak ada perbedaan antara laba bersih rata-rata per bulan perusahaan sebelum stock split, saat stock split, dan sesudah stock split sehingga hipotesis kedua yang menyatakan bahwa ada perbedaan antara laba bersih ratarata per bulan perusahaan sebelum stock split, saat stock split, dan sesudah stock split ditolak. hasil penelitian ini tidak mendukung sinyal teori yang menyatakan bahwa stock split memberikan sinyal yang positif karena manajemen perusahaan akan menginformasikan masa depan yang baik dari perusahaan. hal itu sesuai dengan hasil penelitian yang dilakukan oleh marwata (2001) yang menyatakan bahwa kinerja keuangan perusahaan yang melakukan stock split yang diukur dengan laba bersih maupun laba per lembar saham, tidak lebih tinggi daripada perusahaan yang tidak melakukan pemecahan saham. hal tersebut tidak mengandung signaling theory dalam menjelaskan terjadinya stock split. return saham return saham merupakan hasil atau keuntungan yang diperoleh pemegang saham sebagai hasil dari investasinya. tanpa adanya tingkat keuntungan yang dinikmati dari suatu investasi, tentunya investor (pemodal) tidak akan melakukan investasi. dari hasil analisis data menunjukkan bahwa ada perbedaan antara return saham sebelum stock split, saat stock split, dan sesudah stock split sehingga hipotesis ketiga yang menyatakan bahwa ada perbedaan antara return saham sebelum stock split, saat stock split, dan sesudah stock split diterima. hasil penelitian ini mendukung hasil penelitian yang dilakukan oleh ardiansari (2006) yang menggunakan abnormal return saham menyatakan bahwa terdapat perbedaan yang signifikan rata-rata abnormal return sebelum stock split dan rata-rata abnormal return sesudah stock split. hapsari (2004) juga menyatakan bahwa terdapat perbedaan rata-rata abnormal return saham pada saat pengumuman dan di sekitar pengumuman stock split. dengan demikian, penelitian ini dapat mendukung signaling theory dalam menjelaskan tentang prospek positif yang dimiliki perusahaan di masa yang akan datang. implikasi teoritis signaling theory signaling theory menyatakan bahwa stock split memberikan sinyal yang positif karena manajemen perusahaan akan menginformasikan prospek masa depan yang baik dari perusahaan. alasan sinyal itu didukung dengan adanya kenyataan bahwa perusahaan yang melakukan stock split adalah perusahaan yang mempunyai kondisi kinerja yang baik, salah satu caranya adalah dengan menunjukkan kinerja keuangan yang bagus. tidak journal the winners, vol. 9 no. 1, maret 2008: 1-21 18 semua perusahaan dapat melakukan stock split. hanya perusahaan yang sesuai dengan kondisi yang disinyalkan yang akan bereaksi positif. copeland (1979) dalam harsono (2004) menyatakan bahwa stock split yang dilakukan emiten memerlukan biaya yang harus ditanggung dan hanya perusahaan yang mempunyai prospek yang bagus di masa depan yang dapat menanggung biaya tersebut. hasil penelitian ini mendukung teori sinyal. hal itu ditunjukkan dengan adanya pengaruh stock split terhadap return saham yang dalam penelitian ini diproksi dengan actual return saham. analisis data yang dilakukan menunjukkan bahwa ada perbedaan yang signifikan antara actual return saham perusahaan sebelum stock split, saat stock split, dan sesudah stock split. kondisi itu menyatakan bahwa investor dapat memperoleh actual return sehubungan dengan adanya kebijakan stock split yang dilakukan oleh perusahaan. hal itu sesuai dengan hasil penelitian yang dilakukan oleh josef dan brown, 1977; charest, 1978; klien, 1992 dalam harsono (2004) yang menunjukkan bahwa return yang meningkat tersebut dapat diprediksi dan merupakan signal tentang laba jangka pendek dan jangka panjang. analis akan menangkap signal tersebut dan kemudian menggunakannya untuk memprediksikan peningkatan earnings jangka panjang (doran, 1994, dalam harsono, 2004). trading range theory trading range theory adalah satu teori yang menjelaskan hubungan antara likuiditas perdagangan saham dengan motivasi perusahaan melakukan pemecahan saham. teori menyatakan bahwa pemecahan saham akan meningkatkan likuiditas perdagangan saham. menurut teori itu, harga saham yang terlalu tinggi (overprice) menyebabkan kurang aktifnya saham tersebut diperdagangkan. jadi, menurut trading range theory, perusahaan melakukan stock split karena memandang bahwa sahamnya terlalu tinggi. dengan kata lain, harga saham yang terlalu tinggi merupakan pendorong bagi perusahaan untuk melakukan stock split. hasil penelitian ini tidak mendukung trading range theory. hal itu terlihat bahwa tidak ada perbedaan trading volume activity (tva) sebelum stock split, saat stock split, dan sesudah stock split. hal itu mungkin karena investor tidak hanya melihat turunnya harga saham sesudah stock split saja tetapi juga melihat kondisi dan kinerja perusahaan yang bersangkutan. analisis perbedaan...(harjum muharam; hanung sakti) 19 penutup berdasarkan hasil analisis statistik yang telah diuraikan, penelitian ini menyimpulkan bahwa dari 13 perusahaan yang melakukan stock split di bursa efek jakarta (bej) selama tahun 2004 adalah tidak ada perbedaan antara volume perdagangan saham perusahaan sebelum stock split, saat stock split, dan sesudah stock split; tidak ada perbedaan antara laba bersih rata-rata per bulan perusahaan sebelum stock split, saat stock split, dan sesudah stock split; ada perbedaan antara return saham sebelum stock split, saat stock split, dan sesudah stock split. keterbatasan penelitian ada beberapa hal yang menjadi keterbatasan dalam penelitian ini yang dapat menimbulkan bias atau ketidakakuratan pada hasil penelitian, yaitu dalam penelitian ini, sampel penelitian tidak memperhitungkan kondisi pasar pada saat perusahaan melakukan pengumuman stock split. daftar pustaka almilia, luciana spica dan emanuel kristijadi. 2005. “analisis kandungan informasi dan efek intra industri pengumuman stock split yang dilakukan oleh perusahaan bertumbuh dan tidak bertumbuh,” jurnal ekonomi dan bisnis indonesia, vol. 20, no. 1, 2005. anggraini, wahyu dan jogiyanto. 2000. “penelitian tentang informasi laba dan dividen kas yang dibawa oleh pengumuman pemecahan saham,” jurnal bisnis dan akuntansi, vol. 2, no. 1, april 2000. ardiansari, anindya. 2006. “analisis pengaruh stock split ditinjau dari abnormal return dan volume perdagangan terhadap bid ask spread,” skripsi program sarjana universitas diponegoro, semarang. ediningsih, sri isworo. 2004. “rasio keuangan dan prediksi pertumbuhan laba: studi empiris pada perusahaan manufaktur di bej,” wahana, vol. 7, no. 1, februari 2004. ecfin. 2006. indonesian capital market directory 2006. jakarta journal the winners, vol. 9 no. 1, maret 2008: 1-21 20 festasina, sonnynda. 2004. “analisis perbedaan return saham dan volume perdagangan sebelum dan sesudah stock split perusahaan publik di bej,” skripsi program sarjana universitas diponegoro, semarang. ghozali, imam. 2005. aplikasi analisis multivariate dengan program spss. semarang: badan penerbit universitas diponegoro. ghozali, imam. 2002. statistik non parametrik teori dan aplikasi dengan program spss. semarang: badan penerbit universitas diponegoro. hapsari, irma. 2004. “pengaruh pengumuman stock split terhadap abnormal return saham perusahaan di bursa efek jakarta,” skripsi program sarjana universitas diponegoro, semarang. harsono, margaretha. 2004. “analisis pemecahan saham: dampaknya terhadap likuiditas perdagangan dan pendapatan saham,” balance, vol 1, no. 1, maret 2004. herdiana, dandan febri. 2003. “analisis pengaruh informasi akuntansi terhadap return saham di bursa efek jakarta,” tesis program pascasarjana universitas diponegoro, semarang. jakarta stock exchange. 2004. jakarta: jsx statistics 2004. jogiyanto. 2000. teori portofolio dan analisis investasi. yogyakarta: bpfe. kurniawati, indah. 2003. “analisis kandungan informasi stock split dan likuiditas saham: studi empiris pada non-synchronous trading,”jurnal riset akuntansi indonesia, vol. 6, no. 3, september 2003. marwata. 2001. “kinerja keuangan, harga saham, dan pemecahan saham,” jurnal riset akuntansi indonesia, vol. 4, no. 2, mei 2001. mulyadi. 1997. akuntansi manajemen konsep, manfaat, dan rekayasa. yogyakarta: bagian penerbitan sekolah tinggi ilmu ekonomi ykpn. mulyanto, widodo hari. 2006. “analisis kinerja saham di seputar pengumuman pemecahan saham,” tesis program pascasarjana universitas diponegoro, semarang. perdananingrum, anita. 2004. “informasi laporan keuangan sebagai alat memprediksi laba (studi kasus pada perusahaan industri barang konsumsi di bursa efek jakarta tahun 2000-2002),” skripsi program sarjana universitas diponegoro, semarang.` analisis perbedaan...(harjum muharam; hanung sakti) 21 riyadi, agus. 2004. “analisis pengaruh stock split terhadap return dan volume perdagangan saham di bej,” skripsi program sarjana universitas diponegoro, semarang. susilo, hadi ari. 2005. “analisis pengaruh kinerja keuangan dengan alat ukur roa dan eva terhadap return saham,” skripsi program sarjana universitas diponegoro, semarang. sutisno, wang, fransisca yuniartha, dan soffy susilowati. 2000. “pengaruh stock split terhadap likuiditas dan return saham di bursa efek jakarta,” jurnal manajemen dan kewirausahaan, vol. 2, no. 2, september 2000. wijayanti, rafika. 2005. “analisis perbedaan kinerja keuangan dan harga saham antara perusahaan yang melakukan stock split dan tidak melakukan stock split di bursa efek jakarta tahun 2000-2004,” skripsi program sarjana universitas diponegoro. winarso, iwan. 2004. “analisis likuiditas dan return saham perusahaan sebelum dan sesudah stock split suatu event studi di bej,” skripsi program sarjana universitas diponegoro, semarang. microsoft word 02_harjum muharam_ok.doc 112 journal the winners, vol. 9 no. 2, september 2008: 112-123 multifraktalitas dan studi komparatif prediksi indeks dengan metode arima dan artificial neural network (ann) harjum muharam1; muhammad panji2 1, 2 fakultas ekonomi, universitas diponegoro, jln. prof. sudharto sh, tembalang, semarang 50147 jawa tengah abstract this paper discusses technical analysis widely used by investors. there are many methods that exist and used by investor to predict the future value of a stock. in this paper we start from finding the value of hurst (h) exponent of lq 45 index to know the form of the index. from h value, we could determinate that the time series data is purely random, or ergodic and ant persistent, or persistent to a certain trend. two prediction tools were chosen, arima (auto regressive integrated moving average) which is the de facto standard for univariate prediction model in econometrics and artificial neural network (ann) back propagation. data left from arima is used as an input for both methods. we compared prediction error from each method to determine which method is better. the result shows that lq45 index is persistent to a certain trend therefore predictable and for outputted sample data arima outperforms ann. keywords: lq45, multifraktality, arima, artificial neural network abstrak makalah ini membahas analisis teknis yang banyak digunakan oleh investor. banyak metode yang ada dan digunakan oleh investor untuk memprediksi nilai saham masa depan. dalam tulisan ini kita mulai dari mencari nilai hurst (h) eksponen dari indeks lq 45 untuk mengetahui bentuk indeks. dari nilai h, kita bisa tahu adalah data time series murni acak, atau ergodic dan semut terusmenerus, atau gigih untuk sebuah tren tertentu. dua alat untuk prediksi dipilih, arima (auto regresif integrated moving average) yang merupakan standar de facto untuk model prediksi univariat dalam ekonometri dan jaringan syaraf tiruan (jst) back propagation. yang tertinggal dari arima digunakan sebagai masukan untuk dua metode. kami membandingkan kesalahan prediksi dari setiap metode untuk mengetahui metode mana yang lebih baik. hasil investigasi menunjukkan bahwa indeks lq45 yang gigih untuk sebuah tren tertentu yang berarti dapat diprediksi dan untuk sampel data yang keluar arima lebih baik dr jst. kata kunci: lq45, multifraktalitas, arima, jaringan syaraf tiruan multifraktalitas …...(harjum muharam; muhammad panji) 113 pendahuluan telah banyak diyakini bahwa data return akan memiliki sifat multifraktal (turiel, 2002). sifat multifraktal ini penting untuk memperlihatkan pola self-similarity dalam data deret waktu. hal ini semakin menegaskan bahwa perubahan nilai data dengan volatilitas tinggi tidaklah sepenuhnya acak. beberapa perangkat statistik telah dikembangkan untuk mengukur tingkat pengaruh di antara data. salah satu perangkat yang telah berkembang cukup lama adalah model otokorelasi. dalam perkembangan lebih lanjut, model dasar ini dikembangkan dengan memperhatikan selang waktu. data tidak lagi dianggap sebagai satu kelompok yang utuh, tetapi dikelompokkan menjadi beberapa bagian. keuntungan dalam model ini adalah terhindar prasangka awal bahwa seperangkat data dalam satu selang waktu memiliki karakteristik yang sama, misalnya nilai rata-rata. dengan dipecahnya data menjadi beberapa kelompok data, memungkinkan untuk memperlakukan data secara lebih baik (hariadi dan surya, 2003). analisis r/s (rescaled range analysis) mampu membedakan data runtun waktu acak dengan runtun waktu tidak acak, tanpa memperhatikan distribusi data runtun waktu tersebut.( yao dkk, 1999). analisis r/s digunakan untuk mendeteksi efek memori jangka panjang (long memory effects) pada data runtun waktu yang digunakan selama periode penelitian. jaringan syaraf tiruan (jaringan syaraf tiruan) atau dikenal dengan artificial neural network (ann) atau disebut juga simulated neural network (snn) adalah jaringan dari sekelompok unit pemroses kecil yang dimodelkan berdasarkan jaringan syaraf manusia. jst merupakan sistem adaptif yang dapat merubah strukturnya untuk memecahkan masalah berdasarkan informasi eksternal maupun internal, yang mengalir melalui jaringan tersebut. secara sederhana, jst merupakan salah satu alat permodelan data statistik non-linier. jst dapat digunakan untuk memodelkan hubungan yang kompleks antara masukan (input) dan keluaran (output) untuk menemukan pola-pola data. beberapa penelitian yang telah dilakukan di pasar modal indonesia, sebagian besar hanya melakukan kajian yang berkaitan dengan analisis fundamental saja; misalnya penelitian mas'ud machfoed (1994), mamduh hanafi (1997), parawiyati dan zaki baridwan (1998), wiwik utami dan suharmadi (1998), triyono dan jogiyanto hartono (1999), syahib natarsyah (2000), dan nur fadjrih asyik (2000), tetapi sangat sedikit sekali yang melakukan kajian terhadap analisis teknikal. salah satunya adalah penelitian dedhy sulistiawan (2001), tetapi penelitian ini hanya bersifat suatu tinjuan teori saja. penelitian taylor dan aller (1992) dan fernandez-rodriguez et al. (1999) menyatakan bahwa lebih dari 90% investor memberikan bobot yang lebih tinggi pada penggunaan analisis teknikal dibandingkan analisis fundamental dalam membeli dan menjual saham. hal ini dapat terjadi karena investor cenderung berorientasi jangka pendek dalam membeli atau menjual saham. penelitian ini diawali dengan mencari sifat multifraktal pada return saham objek penelitian dengan analisis rescaled range (untuk mendapatkan eksponen hurst) untuk mengetahui apakah data return tersebut bersifat acak atau terdapat pengulangan trend sehingga dapat dilakukan analisis teknikal. selanjutnya akan dilakukan prediksi terhadap return saham tersebut dengan metode arima (auto regressive integrated moving average) dan jaringan syaraf tiruan (artificial neural network) untuk kemudian akan dilakukan komparasi metode mana yang memiliki kesalahan lebih kecil dalam memprediksi indeks lq 45. pemilihan indeks lq45 dilakukan karena lq 45 lebih mampu menjelaskan pergerakan harga saham daripada ihsg (indeks harga saham gabungan) (agus sartono dan sri zulaihati, 1998), bahkan secara empiris telah dibuktikan oleh bima putra (2001) bahwa indeks lq 45 lebih baik digunakan sebagai proxy pasar saham dibandingkan ihsg. 114 journal the winners, vol. 9 no. 2, september 2008: 112-123 pertanyaan yang akan dijawab dalam penelitian ini adalah (1) apakah terdapat sifat multifraktal pada data deret waktu indeks lq 45; dan (2) metode mana yang memiliki performa lebih baik dalam memprediksi indeks lq 45. razdan (2002) meneliti multifraktalitas pada indeks bombay stock exchange (bse) dan mengambil kesimpulan bahwa data deret waktu indeks bse berifat monofraktal dan dapat direpresentasikan oleh gerak brown sebagian. yoon dan choi (2005) melakukan penelitian pada pasar nilai tukar won terhadap dolar dan kospi (korean stock price index) dengan menggunakan analisis r/s dan mengambil kesimpulan bahwa data tersebut memiliki kecenderungan efek trend yang bertahan dalam jangka panjang. hariadi dan surya (2003) melakukan penelitian pada 3 saham bej, yaitu telkom, indosat, dan hm sampoerna serta mendapatkan hasil bahwa saham-saham tersebut memiliki kecenderungan trend jangka pendek, yang artinya perubahan nilai saham tidak dipengaruhi oleh perubahan nilai saham yang terpisah dalam selang waktu lama. nilai dimensi fraktal yang lebih dari 1,5 mendukung pernyataan pertama bahwa ketiga saham tidak memiliki kecenderungan untuk bertahan pada trend tertentu. fernandez-rodriguez et al. (1999) melakukan penelitian mengenai teknikal analisis pada madrid stock exchange dengan menggunakan moving average dengan periode yang berbeda-beda. hal ini dilakukan untuk mengatasi kelemahan yang ada pada penelitian brock et al. (1999). hasil pada penelitian tersebut bahwa technical trading rules memiliki kemampuan untuk mempredisi return saham. pada penelitian fernandez-rodriguez et al. (1999) ini juga digunakan metode arima, menggabungkan metode rata-rata bergerak dan autoregresi. hasilnya adalah bahwa metode arima dapat meningkatkan akurasi dalam memprediksi harga saham. fernandez-rodriguez (2001) melakukan penelitian lagi mengenai penerapan analisis teknikal di pasar saham madrid stock exchange. penelitian ini dilakukan dengan penelitian-penelitian yang telah dilakukan sebelumnya kebanyakan masih menggunakan satu indikator saja yaitu moving average, untuk memperbaiki penelitian yang telah ada tersebut maka juga dipergunakan indikator moving average yang lain, yaitu generalized moving average seperti double moving average. arima akan bekerja dengan baik apabila data runut waktu yang digunakan bersifat dependen atau berhubungan satu sama lain secara statistik (sugiarto dan harijono, 2000). suhartono (2005) melakukan studi pada tingkat inflasi di indonesia. studi ini melakukan pembandingan terhadap metode jaringan syaraf tiruan, arima, dan arimax (arima dengan analisis intervensi dan variasi kalender). hasil studi ini menunjukkan bahwa ffnn (feed forward neural network) dengan input model arimax memberikan hasil terbaik untuk melakukan peramalan inflasi di indonesia. penelitian ini juga menunjukkan bahwa akurasi peramalan dengan model arimax mirip dengan hasil ffnn dengan input yang berasal dari arimax. nachrowi dan usman (2007) melakukan studi pada ihsg dengan menggunakan model garch dan arima. hasil dari studi ini menunjukkan bahwa model arima (1,1,0) mempunyai kesalahan lebih kecil dalam memprediksi gerakan ihsg bila dibandingkan dengan model garch (2,2). hal ini disebabkan karena sulitnya mengidentifikasi variabel dominan yang dapat menjelaskan ihsg. model arima cenderung lebih unggul karena metode ini hanya memerlukan variabel penjelas yang merupakan variabel itu sendiri di masa lalu. bila pergerakan variabel masa lalu sudah dapat mencerminkan semua informasi yang dapat mempengaruhi variabel itu, variabel penjelas lain peranannya menjadi sangat kecil. chiang et al. (1996) menggunakan ffnn dengan backpropagation (bp) untuk melakukan peramalan nilai aset bersih/net asset value (nav) mutual funds. prediksi dilakukan dengan menggunakan informasi ekonomi historis. mereka membandingkan dengan hasil yang didapatkan dari multifraktalitas …...(harjum muharam; muhammad panji) 115 peramalan dengan teknik ekonometrika tradisional dan menyimpulkan bahwa nn “melampaui model regresi secara signifikan” ketika tersedia data dalam jumlah terbatas. trafalis (1999) menggunakan ffnn dengan bp dan perubahan mingguan pada 14 indikator untuk meramal perubahan pada indeks saham s&p 500 selama beberapa pekan. di samping itu, sebuah metode untuk melakukan pre-processing digunakan, yang mengikutsertakan diferensiasi dan normalisasi data, berhasil diimplementasikan. tulisan tersebut mengajak pembaca melalui proses nn. garliauskas (1999) melakukan penelitian pada peramalan data runtun waktu pasar saham menggunakan algoritma komputasional nn, dihubungkan dengan pendekatan fungsi kernel dan metode prediksi error rekursif. ide utama pembelajaran nn dengan fungsi kernel adalah bahwa fungsi tersebut menstimulasi perubahan bobot, dalam kaitannya untuk mencapai konvergensi target dan fungsi keluaran peramalan. dia menyimpulkan bahwa peramalan data keuangan runtun waktu dengan jaringan syaraf tiruan lebih baik daripada statistika klasik dan metode lainnya. chan et al. (2000) meneliti peramalan data keuangan runtun waktu menggunakan ffnn dan data perdagangan harian dari bursa efek shanghai (shanghai stock exhange). untuk memperbaiki kecepatan dan konvergensi, mereka menggunakan algoritma pembelajaran gradien konjugasi dan regresi linear berganda/multiple linear regression (mlr) untuk inisialisasi bobot. mereka menyimpulkan bahwa nn dapat memodelkan runtun waktu secara memuaskan dan pendekatan pembelajaran serta inisialisasi mengarah pada perbaikan pembelajaran dan penurunan biaya komputasi. surya dan situngkir (2003a) menggunakan permodelan jaringan syaraf tiruan untuk tujuan peramalan (forecasting) data keuangan deret waktu pt telkom indonesia selama tahun 2000 dan menghasilkan analisis regresi (kecocokan linier) dari data yang di-training keakuratan data yang diaproksimasi dan diprediksi telah sangat baik (garis kecocokan linier berimpit dengan garis yang memetakan hasil aproksimasi dan target data yang diaproksimasi), tetapi perlu ditambahkan data untuk training jaring syaraf untuk memperkuat hasil analisis. surya dan situngkir (2003b) melakukan prediksi pada fluktuasi harga saham (closing) pt telkom untuk data deret waktu dari tahun awal 1993 hingga pertengahan 2003 dengan menggunakan metode jaringan syaraf tiruan, yang dilengkapi dengan peta poincaré dalam persepsi model jaring syaraf yang dibuat untuk tujuan prediksi, menghasilkan hasil aproksimasi dan prediksi sangat baik dengan gradient mendekati 1 (~0,966). populasi objek penelitian adalah nilai harian seluruh indeks yang ada di bej. nilai indeks yang menjadi sampel dalam penelitian ini adalah nilai indeks lq 45 periode januari 1997 hingga april 2007. data tersebut dibagi menjadi 2 bagian, yaitu periode model dan estimasi. periode model ditetapkan selama 2016 hari perdagangan (80% sampel), sedangkan periode estimasi ditetapkan selama 504 hari (20% sampel). pada metode jst, data pada periode model dibagi menjadi 2, yaitu periode training (60% dari total sampel) dan evaluasi (20% dari total sampel). data pada periode model digunakan untuk menghasilkan model yang digunakan untuk melakukan peramalan, sedangkan data pada periode estimasi digunakan untuk melihat tingkat kesalahan (error) yang dihasilkan oleh metode-metode yang digunakan. semakin kecil error yang dimiliki sebuah model, semakin baik model tersebut digunakan dalam melakukan peramalan dalam analisis teknikal. ide dasar pengembangan eksponen hurst adalah model otokorelasi. pada otokorelasi biasa menggunakan data sebagai satu kesatuan deret waktu, sedangkan pada analisis r/s (rescaled range 116 journal the winners, vol. 9 no. 2, september 2008: 112-123 analysis, sebutan untuk mendapatkan eksponen hurst) data dipecah menjadi beberapa bagian, dan analisis r/s dilakukan terhadap masing-masing data yang terpecah. misalkan kita memiliki data deret waktu y1, ... , yn, data ini kemudian dipecah menjadi beberapa bagian dengan panjang yang sama, dengan masing-masing terdiri atas y1,...,yt. nilai r diperoleh dari persamaan: rn = maksx(t,n) – minx(t,n) nilai x diperoleh dari persamaan: ∑ = −= t u nunt xx 1 , )( μ di mana μn adalah rata-rata deret waktu selama periode n. nilai s merupakan deviasi standar data deret waktu yang kita miliki. dapat diperoleh dengan persamaan: ( ) 2 1 1 2ˆ1 ⎥ ⎦ ⎤ ⎢ ⎣ ⎡ −= ∑ = n i nin yyn s rasio r/s dari r dan deviasi standard s dari deret waktu utama dapat dihitung dengan hukum empiris sebagai berikut (yao dkk, 1999) : r/s = nh . nilai eksponen hurst dapat dihitung sebagai berikut : h = log(r/s)/log(n) di mana nilai h berada di antara 0 dan 1 (0<h<1). estimasi nilai h dapat diperoleh dengan melakukan perhitungan slope grafik log r/s terhadap n menggunakan regresi. nilai eksponen hurst (h) menggambarkan probabilitas bahwa 2 event konsekutif dapat muncul. jika nilai h = 0,5, maka data deret waktu bertipe acak, terdiri atas event-event yang tidak berhubungan. nilai h selain 0,5 menggambarkan bahwa objek observasi tidak independen, ketika 0 ≤ h <0,5, sistem yang diteliti merupakan deret ergodic dan antipersisten dengan frekuensi pembalikan yang tinggi dan volatilitas yang tinggi. di samping kelaziman yang ada mengenai konsep pembalikan rata-rata pada literatur ekonomi dan keuangan, hanya ditemukan beberapa deret waktu antipersisten. bagi kondisi ketiga (0,5 < h ≤ 1,0), h mendeskripsikan deret persisten dan adanya trend yang ditunjukkan oleh efek ingatan jangka panjang (long memory effects). kekuatan bisa bergantung pada seberapa besar nilai h di atas 0,5. semakin rendah nilai h, lebih banyak noise pada sistem dan deret lebih mendekati keacakan. tabel 1 ringkasan arti nilai h nilai h arti 0 ≤ h < 0,5 ergodic dan antipersisten, frekuensi pembalikan dan volatilitas tinggi h = 0,5 sepenuhnya acak 0,5 < h ≤ 1 persisten dan kecenderungan pembentukan tren dengan adanya efek ingatan jangka panjang (long memory effects) sumber: yao dkk, 1999 diringkas multifraktalitas …...(harjum muharam; muhammad panji) 117 langkah-langkah penerapan metode arima secara berturut-turut, yaitu identifikasi model, estimasi parameter model, diagnostic checking, dan peramalan (forecasting). pertama, identifikasi model. seperti yang dijelaskan sebelumnya bahwa model arima hanya dapat diterapkan untuk deret waktu yang stasioner. oleh karena itu, pertama kali yang harus dilakukan adalah menyelidiki apakah data yang kita gunakan sudah stasioner atau belum. jika data tidak stasioner, yang perlu dilakukan adalah memeriksa pada pembedaan beberapa data akan stasioner, yaitu menentukan berapa nilai d. proses ini dapat dilakukan dengan menggunakan koefisien acf (auto correlation function), atau uji akar-akar unit (unit root test) dan derajat integrasi. jika data sudah stasioner sehingga tidak dilakukan pembedaan terhadap data runtun waktu, maka d diberi nilai 0. di samping menentukan d, pada tahap ini juga ditentukan berapa jumlah nilai lag residual (q) dan nilai lag dependen (p) yang digunakan dalam model. alat utama yang digunakan untuk mengidentifikasi q dan p adalah acf dan pacf (partial auto correlation function/koefisien autokorelasi parsial), dan correlogram yang menunjukkan plot nilai acf dan pacf terhadap lag. koefisien autokorelasi parsial mengukur tingkat keeratan hubungan antara xt dan xt-k, sedangkan pengaruh dari time lab 1, 2, 3, …, k-1 dianggap konstan. dengan kata lain, koefisien autokorelasi parsial mengukur derajat hubungan antara nilai-nilai sekarang, dengan nilai-nilai sebelumnya (untuk time lag tertentu), sedangkan pengaruh nilai variabel time lab yang lain dianggap konstan. secara matematis, koefisien autokorelasi parsial berorde m didefinisikan sebagai koefisien autoregressive terakhir dari model ar (m). tabel 2 pola acf dan pacf tipe model pola tipikal acf pola tipikal pacf ar(p) menurun secara eksponensial menuju nol signifikan pada semua lag p ma(q) signifikan pada semua lag p menurun secara eksponensial menuju nol arma(p,q) menurun secara eksponensial menuju nol menurun secara eksponensial menuju nol sumber: gujarati 2003 kedua, estimasi parameter model. setelah menetapkan model sementara dari hasil identifikasi, yaitu menentukan nilai p, d, dan q. langkah berikutnya adalah melakukan estimasi paramater autoregressive dan moving average yang tercakup dalam model (firmansyah, 2000). jika teridentifikasi proses ar murni, maka parameter dapat diestimasi dengan menggunakan kuadrat terkecil (least square). jika sebuah pola ma diidentifikasi, maka maximum likelihood atau estimasi kuadrat terkecil. keduanya membutuhkan metode optimisasi non-linier (griffiths, 1993). hal ini terjadi karena adanya unsur moving average yang menyebabkan ketidaklinieran parameter (firmansyah, 2000). namun, saat ini sudah tersedia berbagai piranti lunak statistik yang mampu menangani perhitungan tersebut sehingga kita tidak perlu khawatir mengenai estimasi matematis. ketiga, diagnostic checking. setelah melakukan estimasi dan mendapatkan penduga paramater, agar model sementara dapat digunakan untuk peramalan, perlu dilakukan uji kelayakan terhadap model tersebut. tahap ini disebut diagnostic checking, di mana pada tahap ini diuji apakah spesifikasi model sudah benar atau belum. pengujian kelayanan ini dapat dilakukan dengan beberapa cara, yaitu (1) setelah estimasi dilakukan, maka nilai residual dapat ditentukan. jika nilai-nilai koefisien autokorelasi residual untuk berbagi time lag tidak berbeda secara signifikan dari nol, maka 118 journal the winners, vol. 9 no. 2, september 2008: 112-123 model dianggap memadai untuk dipakai sebagai model peramalan; (2) menggunakan statistik boxpierce q, yang dihitung dengan formula sebagai berikut. ∑ = = m k knq 1 2ρ̂ di mana : n = jumlah sampel m = jumlah lag, dan kρ̂ = nilai koefisien autokorelasi time lag k. jika nilai q hitung lebih kecil daripada χ 2 kritis dengan derajat kebebasan m, maka model dianggap memadai; 3) menggunakan varian dari statistik box-pierce q, yaitu statistik ljung-box(lb), yang dapat dihitung dengan: ∑ = ⎟ ⎟ ⎠ ⎞ ⎜ ⎜ ⎝ ⎛ − += m k k kn nnlb 1 2ˆ )2( ρ sama seperti q statistik, statistik lb mendekati χ2 kritis dengan derajat kebebasan m. jika statistik lb lebih kecil dari nilai χ2 kritis, maka semua koefisien autokorelasi dianggap tidak berbeda dari nol, atau model telah dispesifikasikan dengan benar. statistik lb dianggap lebih unggul secara statistik daripada q statistik dalam menjelaskan sampel kecil; (4) menggunakan t statistik untuk menguji apakah koefisien model secara individu berbeda dari nol. apabila suatu variabel tidak signifikan secara individu, berarti variabel tersebut seharusnya dilepas dari spesifikasi model lain, kemudian diduga dan diuji. jika model sementara yang dipilih belum lolos uji diagnostik, maka proses pembentukan model diulang kembali. menemukan model arima yang terbaik merupakan proses iteratif. keempat, peramalan (forecasting). setelah model terbaik diperoleh, selanjutnya peramalan dapat dilakukan. dalam berbagai kasus, peramalan dengan metode ini lebih dipercaya daripada peramalan yang dilakukan dengan model ekonometri tradisional. namun, hal ini tentu saja perlu dipelajari lebih lanjut oleh para peneliti yang tertarik menggunakan metode serupa. berdasarkan ciri yang dimilikinya, model runtun waktu seperti ini lebih cocok untuk peramalan dengan jangkauan sangat pendek, sementara model struktural lebih cocok untuk peramalan dengan jangkauan panjang (mulyono, 2000 dalam firmansyah, 2000). algoritma standar yang digunakan dalam pelatihan jaringan syaraf tiruan feed forward back propagation, yaitu gradient conjugate dan gradient conjugate with momentum seringkali terlalu lambat untuk keperluan praktis. oleh karena itu, pada penelitian ini akan digunakan algoritma gradient conjugate with adaptive learning rate and momentum(traingdx). algoritma ini merupakan penggabungan dari algoritma gradient conjugate with adaptive learning(traingda) dan gradient conjugate with momentum(traingdm). pada standard backpropagation, perubahan bobot didasarkan atas gradien yang terjadi untuk pola yang dimasukkan saat itu. modifikasi yang dapat dilakukan adalah melakukan perubahan bobot yang didasarkan atas arah gradien pola terakhir dan pola sebelumnya (disebut momentum) yang dimasukkan, jadi tidak hanya pola masukan terakhir saja yang diperhitungkan (siang, 2005). penambahan momentum dimaksudkan untuk menghindari perubahan bobot yang mencolok akibat adanya data yang sangat berbeda dengan yang lain (outlier). apabila beberapa data terakhir yang diberikan ke jaringan memiliki pola yang serupa (berarti arah gradien sudah benar), maka perubahan bobot dilakukan secara cepat. namun, apabila data terakhir yang dimasukkan memiliki pola yang berbeda dengan pola sebelumnya, maka perubahan dilakukan secara lambat (siang, 2005). multifraktalitas …...(harjum muharam; muhammad panji) 119 dengan penambahan momentum, bobot baru pada waktu ke (t+1) didasarkan atas bobot pada waktu t dan (t-1). di sini harus ditambahkan 2 variabel baru yang mencatat besarnya momentum untuk 2 iterasi terakhir. jika μ adalah konstanta (0 ≤ μ ≤ 1) yang menyatakan parameter momentum, maka bobot baru dihitung berdasarkan persamaan: ( ))1()()()1( −−++=+ twtwztwtw kjkjjkkjkj μαδ dan ( ))1()()()1( −−++=+ tvtvxtvtv jijjijijjijji μαδ algoritma gradient descent dengan adaptive learning rate, dasarnya sama dengan algoritma gradient descent standar dengan beberapa perubahan. pertama-tama, dihitung terlebih dahulu nilai output jaringan dan error pelatihan. pada setiap epoch, bobot-bobot baru dihitung dengan menggunakan learning rate yang ada. kemudian, dihitung kembali output jaringan dan error pelatihan. jika perbandingan antara error pelatihan yang baru dengan error pelatihan lama melebihi maksimum kenaikan kinerja (max_perf_inc), maka bobot-bobot baru tersebut akan diabaikan, sekaligus nilai learning rate akan dikurangi dengan cara mengalikannya dengan lr_dec. sebaliknya, apabila perbandingan antara error pelatihan baru dengan error pelatihan lama kurang dari maksimum kenaikan kinerja, maka nilai bobot-bobot akan dipertahankan, sekaligus nilai learning rate akan dinaikkan dengan cara mengalikannya dengan lr_inc. dengan cara ini, apabila learning rate terlalu tinggi dan mengarah ke ketidakstabilan, maka learning rate akan diturunkan. sebaliknya, jika learning rate terlalu kecil untuk menuju konvergensi, maka learning rate akan dinaikkan. dengan demikian, maka algoritma pembelajaran akan tetap terjaga pada kondisi stabil. algoritma gradient descent with momentum and adaptive learning(traingdx) merupakan penggabungan antara algoritma gradient descent with adaptive learning(traingda) dan algoritma gradient descent with momentum(traingdm). algoritma ini merupakan algoritma default yang digunakan oleh matlab karena memiliki performa kecepatan pelatihan yang tinggi. simulasi dilakukan baik pada periode training maupun periode testing. salah satu cara yang dapat digunakan untuk melakukan evaluasi terhadap jaringan syaraf yang digunakan adalah dengan menggunakan analisis regresi terhadap respon jaringan dan target yang diharapkan. analisis ini akan dilakukan dengan fungsi postreg yang terdapat pada matlab. dalam statistik, mean squared error (mse) sebuah estimator adalah nilai yang diharapkan dari kuadrat error. error yang ada menunjukkan seberapa besar perbedaan hasil estimasi dengan nilai yang akan diestimasi. perbedaan itu terjadi karena adanya keacakan pada data atau karena estimator tidak mengandung informasi yang dapat menghasilkan estimasi yang lebih akurat ∑ = −= n ht tt yyn mse 2)ˆ( 1 di mana: mse = mean squared error n = jumlah sampel yt = nilai aktual indeks tŷ = nilai prediksi indeks 120 journal the winners, vol. 9 no. 2, september 2008: 112-123 pembahasan nilai eksponen hurst sebesar 0,514 menunjukkan adanya kecenderungan deret waktu untuk persisten terhadap trend dan memiliki efek memori jangka panjang (long memory effect), di mana nilai saham pada saat ini dipengaruhi oleh nilai-nilai sebelumnya dalam jangka waktu yang cukup panjang. dengan demikian, dapat dilakukan prediksi pada harga indeks lq45 karena nilai yang ada tidak sepenuhnya acak. hasil ini berbeda dengan penelitian yang dilakukan oleh hariadi dan surya (2003) yang melakukan penelitian mengenai multifraktalitas pada 3 saham yang diperdagangkan di bej (telkom, indosat, dan hm sampoerna). hariadi dan surya mendapati nilai eksponen hurst untuk ketiga saham tersebut lebih kecil dari 0.5, yang berarti saham-saham tersebut tidak memiliki kecenderungan untuk bertahan pada trend tertentu dan memiliki efek memori jangka pendek. perbedaan hasil penelitian ini mungkin disebabkan oleh perbedaan jenis data di mana indeks lq45 merupakan agregasi 45 saham terlikuid di bursa, perubahan yang terjadi di pasar cenderung saling menutup satu sama lain, kenaikan pada satu sektor akan menutup penurunan pada sektor lainnya sehingga indeks lq45 akan berada pada level yang relatif sama atau persisten pada tren tertentu. di sisi lain, penelitian ini sejalan dengan penelitian yang dilakukan oleh yao, et al. (1999). penelitian tersebut mendapati nilai eksponen hurst klci (kuala lumpur composite index) sebesar 0,88. hasil ini menunjukkan kecenderungan indeks untuk bertahan pada tren tertentu. peramalan yang dilakukan dengan metode arima menunjukkan hasil yang cukup menjanjikan, di mana mse terkecil pada periode modelling berada pada titik 5 x 10-10, sedangkan mse terbesar berada pada titik 1,9518191759. sedangkan pada periode peramalan nilai mse terkecil sebesar 2,185 x 10-7 sedangkan nilai mse terbesar 9,8656474674. dua hasil peramalan tersebut menunjukkan bahwa model arima (24,1,11) dapat meramalkan indeks lq45 dengan baik karena hasil peramalan yang didapatkan relatif mendekati harga aktual indeks lq45. hasil peramalan metode jaringan syaraf tiruan dengan arsitektur 2 – 10 – 5 – 1 dengan input dari metode arima menunjukkan hasil yang cukup baik. meskipun pada periode testing hasil yang didapatkan tidak begitu akurat, dan pada beberapa titik selisih dan rata-rata kuadrat error yang didapatkan terlalu besar, tetapi gradien dan koefisien regresi yang didapatkan menunjukkan bahwa metode ini dapat mengenali pola data yang ada dengan cukup baik. dari kedua metode peramalan yang digunakan, yaitu arima dan jaringan syaraf tiruan propagasi balik, menunjukkan bahwa pada periode training metode jaringan syaraf tiruan memiliki nilai mse dan selisih terkecil yang lebih rendah dibandingkan metode arima, sedangkan pada periode testing justru sebaliknya, di mana hasil peramalan metode arima lebih unggul, dengan nilai terkecil selisih dan mse lebih rendah dibanding metode jaringan syaraf tiruan. dengan input yang sama, didapatkan bahwa metode arima dapat mengenali pola data dan melakukan prediksi lebih baik dibandingkan metode jaringan syaraf tiruan. namun, hasil penelitian ini tidak dapat digunakan untuk melakukan generalisasi bahwa metode arima lebih unggul dibandingkan metode jaringan syaraf tiruan. perlu dilakukan penelitian lanjutan mengenai performa metode jaringan syaraf tiruan jika melakukan prediksi dengan input yang berasal dari indikator teknikal seperti moving average, relative strength index (rsi), dan momentum. multifraktalitas …...(harjum muharam; muhammad panji) 121 penutup hasil penelitian mengenai sifat statistika indeks lq45 dan komparasi metode peramalan indeks lq45 dengan metode arima dan jaringan syaraf tiruan ini, dapat disimpulkan sebagai berikut. pertama, indeks lq 45 bersifat multifraktal, hal ini didapatkan dari nilai eksponen hurst indeks lq 45 sebesar 0,514. nilai eksponen hurst yang lebih besar dari 0,5 menunjukkan bahwa terdapat kecenderungan pada data untuk persisten terhadap trend tertentu. hal ini berimplikasi bahwa data yang ada tidak sepenuhnya acak dan dapat diprediksi karena adanya persistensi trend dan adanya pengulangan trend masa lalu pada periode yang akan datang. kedua, metode arima dapat digunakan untuk melakukan peramalan dengan baik, baik pada periode training maupun testing. hal ini ditunjukkan dengan selisih yang kecil antara nilai aktual dan nilai estimasi dan nilai mse yang relatif kecil. ketiga, metode jaringan syaraf tiruan dengan input arima menunjukkan bahwa ann lebih baik dalam mengenali data pada periode training. hal ini ditunjukkan dengan nilai mse pada periode training yang jauh lebih kecil dibandingkan nilai mse pada metode arima. dengan menggunakan masukan yang sama, metode arima dapat melakukan peramalan lebih baik pada periode testing, sedangkan pada periode training ann dapat melakukan peramalan dengan lebih akurat dibandingkan arima. performa kedua metode yang ada menunjukkan bahwa analisis teknikal dapat digunakan untuk melakukan prediksi indeks lq45. hasil penelitian ini masih memerlukan penelitian lanjutan dengan mempertimbangkan pembatasan periode testing pada metode arima. hal ini sesuai dengan nature metode arima yang ditujukan untuk melakukan peramalan jangka pendek. selain itu, untuk mendapatkan hasil yang lebih akurat, penelitian lanjutan dapat mengunakan metode-metode yang dapat menangani non-linearitas pada data seperti kalman filtering. pada metode jaringan syaraf tiruan, dapat dilakukan penelitian lanjutan dengan menggunakan input indikator teknikal seperti moving average, relative strength index (rsi) atau momentum. daftar pustaka ang, r. (1997). buku pintar pasar modal indonesia, jakarta: mediasoft indonesia. anonim. (2004). membangun jaringan syaraf tiruan (menggunakan matlab dan excel link), yogyakarta: graha ilmu. archelis, s. (2000). technical analysis from a to z, equis international. fadjrih asyik, n. (1999). tambahan kandungan informasi arus kas. jurnal riset akuntansi indonesia, 2(2). fernandez-rodriguez, f., gonzales-martel, c., and sosvilla-rivero, s. (1999). technical analysis in the madrid stock exchange. fundacion de estudios economia aplicada working paper, april 1999. fernandez-rodriguez, f., gonzales-martel, c., and sosvilla-rivero, s. (2000). technical analysis in foreign exchange markets: linear versus nonlinear trading rules. fundacion de estudios economia aplicada working paper, september 2000. fernandez-rodriguez, f., gonzales-martel, c., and sosvilla-rivero, s. 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(1997). a historical analysis of market efficiency: do historical returns follow a random walk. journal of financial and strategic decision, 10(2). sekaran, u. (1992). research methods for business: skill building approach, 2nd ed., john wiley & sons, inc. sharpe, w.f., gordon, j.a., and bailey, v. (1995). investment, new york: prentice hall. siang, j.j. (2005). jaringan syaraf tiruan dan pemrogramannya menggunakan matlab, yogyakarta: andi offset. trisna, d.q. (2003). pengujian penerapan analisis teknikal dalam memprediksi indeks lq45 di bursa efek jakarta. tesis tidak dipublikasikan, semarang: maksi undip. trisnawati, r. (1999). pengaruh informasi prospektus pada return saham di pasar modal. simposium nasional akuntansi ii dan rapat anggota ii, ikatan akuntan indonesia, kompartemen akuntan pendidik, 1-13, 24-25 september. triyono dan hartono, j. (2000). hubungan kandungan informasi arus kas, komponen arus kas dan laba akuntansi dengan harga saham atau return saham. jurnal riset akuntansi indonesia, 2(1). multifraktalitas …...(harjum muharam; muhammad panji) 123 utama, s., dan budi santoso, a.y. (1998). kaitan antara price/book value dan imbal balik saham pada bursa efek jakarta. jurnal riset akuntansi indonesia, 1(1), 127-139, januari. utami, w., dan suharmadi. (1998). pengaruh informasi penghasilan perusahaan terhadap harga saham di bursa efek jakarta. jurnal riset akuntansi indonesia, 1(2), 255-268, juli. yao, j., lim tan, c., and jean-lee, p. (1999). neural networks for technical analysis: a study on klci. international journal of theoretical and applied finance, 2(2), 221-241. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 47 the winners, 22(1), march 2021, 47-55 doi: 10.21512/tw.v22i1.7001 transformative tourism breakthrough in post pandemic: an enigma or eclipse kristianus oktriono* language center, english department, faculty of humanities, bina nusantara university jl. kemanggisan illir iii no. 45, kemanggisan, palmerah 11480, indonesia koktriono@binus.edu received: 27th january 2021/ revised: 16th march 2021/ accepted: 16th march 2021 how to cite: oktriono, k. (2021). transformative tourism breakthrough in post pandemic: an enigma or eclipse. the winners, 22(1), 47-55. https://doi.org/10.21512/tw.v22i1.7001 abstract the development of tourism in indonesia had entered a critical period, especially during the uncertain covid-19 pandemic, which affected the tourism industry both economically and socio-culturally. workers and stakeholders suffered as the multiplier effect of the covid-19 outbreak. as preparation for dealing with these conditions, the tourism industry strove to adapt with a transformative business model for its sustainability. in this context, the research proposed a transformative business model for the tourism industry so that stakeholders had an adaptive and innovative frame of mind post-pandemic. the model pinpointed on personalization, closed loop, asset sharing, usage-based pricing, collaborative ecosystem, and agility as the key features. this qualitative research used case study that aimed to explore major aspects of an inspirational business model from various industries that had survived over the decades. the results describe applicable business patterns as a contribution to the tourism industry. it is suggested that tourism stakeholders focus more on developing innovative business strategies postpandemic. keywords: tourism industry, tourism breakthrough, covid-19 pandemic i. introduction indonesia is renowned as an archipelago country. it is the largest archipelago in the world with five biggest islands, namely: sumatra, java, kalimantan, sulawesi, and papua. with a total of 17.508 islands and 6.000 inhabited islands, indonesia offers natural beauty and cultural richness. moreover, its diverse cultural and natural resources become main attractions for domestic and international tourists. indonesia is supported by biodiversity and non-living such as interesting cultures, historical sites, heritage, beaches, ecotourism, geo-parks, and nightlife. the diversity of these resources has great potential to develop in the tourism industry by involving local community. these potential elements play an important role in building the economic level. one of the strategic issues for tourism development is how to increase the tourism contribution in developing the welfare of the society, especially people at tourist destination areas (lpem, 2018). the characteristic of tourism is the intangibility has also influenced the tourist to visit the destination (di matteo & cavuta, 2016). hence, tourism planning is devised continuously to achieve the objectives (martins, 2018). furthermore, the ministry of tourism explains that the tourism sector contribution to the national gross domestic product (gdp) has reached 9% or idr 946,09 trillion in 2014. consequently, tourism is considered as one of the priority sectors in national development in the mid-term development planning period 2014-2019 (haryana, 2020). the research highlights the problem of business survival modeling, especially in terms of the tourism context. the research intends to propose a transformative business model for the tourism industry, so stakeholders have an adaptive and innovative solutions amidst the turbulent era. the research limits the stakeholder for tourism industry and government. the indonesian government has set the national medium term development plan to achieve a strategic focus on tourism development. government policies has also affected tourism policy (andriotis, 2001). the government plans a tourism development program that implements several strategies, such as developing the tourist market, developing a tourism image, developing tourism marketing partnerships, and developing tourism promotion. the aim is to achieve the targets of tourism growth in indonesia, which are to expand in local tourism businesses and increase the number of certified local workers. tourism contributes 48 the winners, vol. 22 no. 1 march 2021, 47-55 to the multiplier effect for the community (risman, wibhawa, & fedryansyah, 2016). table 1 presents several strategic targets in the national medium term development plan 2020-2024 in indonesia. in another context, the coordinating ministry of economic affairs has identified that pandemic significantly affects the tourism sector in many ways. ministry of law and human rights indonesia presents the numbers of tourist arrival as shown in table 2. it has decreased over the year and impacted the economic aspect. figure 1 presents the economic impacts of the pandemic on some sectors, including tourism and hospitality industry. the health protocol has restricted the tourists’ movement and led to a drop in international tourist influx. international tourist arrivals have dropped by 63% in the first quarter of 2020 ("kunjungan wisatawan mancanegara", 2020). besides, health issues related to the spread of the covid-19 virus have become the major focus. this epidemic has disrupted all planning and implementation of tourism strategies, from the central to the regional levels. the impact is experienced by tourism workers, ranging from the hotel line to the aviation industry. the impact of pandemic has made the employees in tourism sectors encounter a higher risk of loss or income reduction. tourism industry engages in downsizing through a layoff to anticipate internal condition or external factors. one of the external factors is related to the outbreak. in a bid to contain the spread of the outbreak, the government and industry need to take immediate action. moreover, the world travel and tourism council emphasizes four intertwined trends following the pandemic situation, namely demand evolution, health & hygiene, innovation & digitization, and sustainability (wyman, 2020). therefore, the research proposes table 1 national medium term development plan 2020-2024 strategic objective target 1 increase the number of foreign tourist visits to 20 million (2019) and 30 million (2024) increase foreign exchange in the tourism sector to 40 million usd optimize the potential of domestic tourists creating 10 priority tourism destinations that are international in scale and fulfil the principles of sustainable development, international standard management organization (dmo) and branding wonderful indonesia, 2 improve the quality of infrastructure and tourism product innovation, increased tour and travel competitiveness index (ttci) to rank 30 (2019) and 20 (2024) triple the number of mice events and special interest tours in the next 5 years. reaching the indonesian brand as the best destination in asean to do mice. 3 seize a special interest in tourism opportunities. for example, ecotourism, halal tourism, underwater sports, senior tourism, cruise ship tours and sailing ships. 4 human resources development in tourism table 2 international tourist visits in 2020 month/ region total asean total asia (excl. asean) total europe total america total oceania total africa grand total january 440.561 457.409 156.435 49.183 133.728 7.087 1. 272. 083 february 327. 468 222.035 153.551 42.947 99.243 5.142 863.960 march 192.199 128.608 77.687 19.847 45.932 2.877 470 .970 april 68.000 86.308 1.806 1.229 1.174 46 158.718 may 73.900 84.719 2.238 1.155 1.423 51 163.646 june 68.490 84.645 2.250 1.209 1.429 62 158.256 july 63.760 88.557 2.310 1.499 1.519 79 157.939 august 63.484 93.526 2.777 1.901 1.190 53 163.185 september 60.503 85.682 4.142 1.686 1.067 80 153.498 october 54.548 92.249 6.057 3.409 1.436 130 158.189 november december 49transformative tourism breakthrough.... (kristianus oktriono) a transformative business model for the tourism industry in general. it is expected to be a contribution for tourism industry practitioners to foresee tourism conditions holistically after the pandemic. figure 1 macroeconomic impacts on sectors world tourism organization (unwto) defines tourism as a social, cultural, and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. tourism is supported by some elements that amplified tourism sustainability, especially at a destination. tourism consists of three elements including attraction, accessibility, and amenities (leiper, 1990; hall & page, 2010). these components have become important factors to attract all tourists to destinations (ismail & fatchur, 2019). the pull factors of 3as attract the tourists’ attention. tourism in certain areas requires a proper tourism component to be developed to meet the tourists’ need (andrianto & sugiama, 2016). unwto emphasizes sustainable tourism that takes full account of current and future economic, social and environmental impacts, meeting the needs of visitors, industry, environment, and local communities (danu & urmila, 2019). tourism, as an amalgamation of the business system, includes varies tourism services and covers a wide range of service and hospitality sectors. from the tourism chain perspective, technology can take part in services produced by the network with partners and competitors from various advantages (reinhold et al., 2019). the balanced consideration of sustainability dimensions involved the economy, environment and society. they form the basis of successful long-term development of a tourism destination (weber, 2019). firstly, the attraction is the most important element that motivates people to travel, which includes natural attraction and man-made attraction. it triggers tourists to the preconditions of travel and provides a sense of pleasure. in other words, tourism attracts the tourists to enjoy the experience and involves them in series of tourism activities. the aspect of accessibility is an essential key element for tourism development as it mediates tourists to reach the selected destination. the mode of transportation is provided to minimize travelling time, which is grouped into the land, air, and water transportation. at the same time, the optimization of time spent at the destination becomes extra value for tourist. lastly, the amenities and accommodation include extra facilities, cuisine, lodging facilities for the guest. these parts contribute not only to the aspect of comfortability for the guest, but also complementary to the attraction. in this sense, tourism offers an eclectic mix of memorable and ecstatic experience. in terms of macroeconomic aspects, five sectors are affected by the outbreak, namely: 1) manufacturing, 2) wholesale and retail trade, 3) repairs of motor vehicles and motorcycles, 4) transportation and storage, and 5) accommodation and services (world food programme, 2020). tourism-related activities fall under multiple sectors, which include: 1) other accommodation, food, and beverages, 2) transportation and storage, 3) real estate, and 4) company services. figure 2 exhibits the high impact of pandemic towards tourism labour market from the perspective of macroeconomic. figure 2 macroeconomic impacts on employment (world food programme, 2020) responding to its sustainability and pandemic condition, the tourism industry should focus to invent innovative ways to survive. the industry should keep up with the changing market condition that correlates with value and experience by the business model. casadesus-masanell and ricart (2010) define a business model as a reflection of the organization's 50 the winners, vol. 22 no. 1 march 2021, 47-55 strategy. the organization should construct the business model as the foundation before it deploys the strategy. casadesus-masanell and ricart (2010) pinpoint that each business has a unique model to achieve its outcomes. the interactions among business models are directed to value creation for tourist. they also highlight the choices and consequences in the business model, where choices consider the policies, assets, and governance. in this context, mkhize & ivanovic (2020) underline that the prevalence of creative culture, specifically in tourism, is a necessity to create new and original experiences. technically, it redefines the transformative journey that embodies the tourist's consumption and learning. meanwhile, the consequences should consider the aspect of flexible and rigid. arguably, the organization continues to strengthen the competitive advantages in the market. furthermore, johnson, christensen, and kagermann (2008) explicate that a business model should consist of four elements, namely: 1) customer value proposition, 2) profit formula, 3) key resources, and 4) key processes. in addition, casadesus-masanell and ricart (2010) highlight that a good business model should meet three criteria, which are: 1) the alignment with organization goals, 2) self-reinforcement, and 3) sustainability. therefore, stakeholders in tourism need to develop a digital-based business model to improve indonesia's tourism activities since the business constellation of the 21st century has changed drastically. in the digital age, business competition is no longer only about products or services, but also business model competition. ii. methods this is a qualitative research which, in epidemic, has made major changes in thinking, involving the subjective role of social scientists (wilson et al., 2020). the research uses a case study as a method. the theoretical basis emphasizes the agile guideline so that it directs the processes and meanings in this informative phenomenon. qualitative research has several characteristics such as being descriptiveanalytical (collecting and compiling data that provide in-depth explanations). tourism research, as emphasized by pritchard, morgan, and ateljevic (2011), is characterized by extraordinary growth and increased fragmentation. in addition, the nature of the research is inductive, which is initiated from the data or phenomena in the field which lays the foundation for the theory. as a strategy, the qualitative investigation can induce theory based on research, emphasize understanding from the perspective of its participants, and view social life as a result of interaction and interpretations (goodson & phillimore, 2004). data is retrieved from many sources, namely: 1) central bureau statistics indonesia (badan pusat statistik), 2) ministry of law and human rights, 3) ministry of national development planning, 4) world tourism organization (unwto), 5) world travel & tourism council (wttc), 6) ministry of tourism, 7) world food programme (wfp), 8) harvard business review, 9) ministry of finance in indonesia, and 10) relevant journals. the secondary data reference ranges from 2000 to 2020. data analysis is described analytically based on the case study model selected. the research proposes a transformative business model by kavadias, ladas, and loch (2016) to address the changing and demand linkage as presented in figure 3. the model describes the link between technology and the market. in this model, six elements characterize the successful innovation that relates both components. figure 3 transformative business model tourism system is represented by leiper’s diagrammatic model in figure 4 (hall & page, 2010). indonesia is supported by 3as as the destination region. technically, these aspects are also influenced by environmental elements such as physical, technological, social, cultural, economic, and political. in the perspective of tourism planning, it can be categorized into three levels, namely national, regional, and site levels (wijaya et al., 2020). as the pull factors, destinations received support from all stakeholders to infuse competitiveness advantage in tourism. therefore, management of tourism destinations is required since the number of tourists will increase so that the level of satisfaction becomes important (khuong & ha, 2014). specifically, it influences the tourist experience as memorable indicators (subadra et al., 2019). moreover, the tourism sector deals with high level of competition, so marketers must find the most effective way to maintain the level of competition, and increase the prestige of tourism destinations (katsikari et al., 2020). based on implementation outlook of global tourism in the next few years, it will be influenced by ten tourism megatrends from two sides, demand and supply (tutek et al., 2015) as shown in figure 5. regarding the demand, the trend is divided into five, namely: 1) silver hair tourist, 2) generation x & y, 51transformative tourism breakthrough.... (kristianus oktriono) 3) growing middle class, 4) emerging destinations, and 5) political issues and terrorism. while from the supply, the trend is divided into five which are: 1) technological revolution, 2) digital channels, 3) loyalty v.x.0, 4) health and healthy lifestyle, and 5) sustainability. figure 4 basic tourism system figure 5 tourism megatrends the population of senior citizens (aged over 60 years) in the world will increase, which predicts the 21% share of total international tourists (tutek et al., 2015). it encourages the emergence of a new tourism segment for the elderly. moreover, the segment of generation y is growing rapidly. it is expected to represent 50% of tourists in 2025. the focus of millennials on travelling is exploration, interaction, and emotional experiences. the middle class increased from 1,8 billion in 2009 to 3,2 billion in 2020. it is expected to increase to 4,9 billion in 2030. the increase in the middle class will change the tourists’ profile. the majority of the middle class derives from the asia pacific region which represents two-thirds of the global middle-class population and contributes to 59% of middle-class consumption by 2030. the growth and the characteristics of the middle class in selecting tourism destinations will encourage the expansion of many tourism destinations in developing countries such as indonesia. however, terrorism issues or tragic events can lead to major setbacks and decrease in the number of international visitors. the internet has changed the way travellers search and browse information, book and travel. the use of robots, interactive displays and smartphones will become an inseparable part of the tourism sector. as this backdrop, internet penetration encourages the start and end of holiday activities with the internet. now, tourists provide feedback after a vacation about their experiences through social media. in 2013, 65% of searching started from using a cell phone to a computer. furthermore, loyalty programs are integrated with travel experiences by combining speed in responding to dynamic digital environments. tourists are increasingly concerned about a healthy lifestyle and a key factor in improving health. due to higher awareness of health and rapid development of technology, the emergence of tourism businesses such as spa parlors are encouraged. sustainable tourism respects the local population and other tourists, cultural heritage and the environment. arguably, sustainable tourism development should balance three pillars, namely the social pillar, the environmental pillar and the economic pillar. iii. results and discussions tourism has the potential to become a contributor to foreign exchange, gdp and labour in indonesia. in 2017, the tourism sector contributed 5% to the national gdp, with a total foreign exchange of 200 trillion rupiahs and employed 12,28 million workers in the tourism sector. it has 15 million international tourist visits and 265 million trips by domestic tourists. this indirectly promotes the ‘wonderful indonesia’ branding which had received 103 awards from 2016 to 2018. in the investment sector, the trend of private sector investment continues to increase from 2013 to 2017 with the realization of usd 1,788 million. to streamline the investment program, tourism needs support in terms of government regulations. a common problem in indonesia is overlapping regulations, in which the government continues to perform deregulation efforts, including the tourism sector to increase growth. one example is the deregulation of visiting visas for 90 countries in 2015 changing to 169 countries in 2016 through presidential regulation number 21 of 2016 concerning free visa on arrival. based on immigration data for january august 2017, there are 49 visa-free countries whose tourist visits are less than 150 so they need a review. human resources in tourism is one of the important pillars in the implementation of national tourism. based on government regulation number 50 of 2017 (national tourism development master plan 2010-2025), the development of tourism human resources is one of the mandates that must be realized immediately. the ministry of tourism has assisted in the implementation of expert certification in the tourism sector. it continues to escalate in certification for the tourism sector workforce of 65.000 with an increase of 85% in 2017. at this point, the government should pay attention to the implementation of labour certification in the tourism sector, such as the adequate 52 the winners, vol. 22 no. 1 march 2021, 47-55 number of professional certification bodies. the government should pay attention to equal distribution throughout indonesia and the sufficient number of assessors for the implementation of competency tests. in accordance with the vision of the ministry of tourism and creative economy in 2020, the government has the initiative to create advanced, competitive, and sustainable tourism and creative economy in indonesia that prioritizes local wisdom in realizing an indonesia excellence known as sovereign and independent with a personality based on cooperation (kemenparekraf/baparekraf, 2020). ministry of tourism and creative economy for 20202024 aims to improve the contribution of tourism and creative economy to national economic resilience. the achievement of this goal is measured through three indicators, namely: 1) tourism foreign exchange value, 2) tourism gdp contribution, and 3) creative economy product export value. analysis of tourism problems is conducted by following the pillars of tourism development. based on law number 10 of 2009 concerning tourism, tourism development in indonesia includes four central points, which are: 1) tourism destinations, 2) marketing, 3) the tourism industry, and 4) tourism institutions. firstly, the main challenges in developing tourism destinations include: 1) climate change and natural disasters, 2) availability of connectivity, 3) inadequate infrastructure, 4) minimum community readiness around tourism destinations, and 5) insufficient ease of investment. in addition, the challenges in developing tourism marketing comprise the absence of a comprehensive market reference, unintegrated marketing communication strategy, unoptimized marketing partnership synergy, partial promotional activities, and the insignificant positive image. subsequently, the main challenges in the development of the tourism industry include the inadequate synergy of the tourism business chain, weak competitiveness of tourism products, the gap between the price level and tourism experience, insufficient tourism business partnerships, and insignificant development of environmental responsibility by tourism businesses. lastly, the main problems related to the development of tourism institutions encompass unequal strengthening of tourism organizations in the regions, limited tourism human resources and tourism higher education development, and ineffective coordination and synchronization of development across regions and sectors. the contemporary national tourism development directs towards the quality tourism experience. in line with this guide, unwto in practical guidelines for integrated quality management in tourism destination states that the quality of a tourism destination is the result of a process which implies the satisfaction of all tourism product and service needs, customers’ requirements and expectations, mutually accepted contractual conditions and the underlying implicit factors. unwto also emphasizes that quality represents three elements, namely professionals tools, management models, and powerful marketing tools. reflecting on the fundamental challenges, internal conditions, and external factors, the research proposes a transformative business model by kavadias et al. (2016). they selected and analyzed 40 new business models that have the potential to transform their industries with correlated features and success opportunity (kavadias et al., 2016). as a result, they pinpoint six key features of innovation success, namely: 1) more personalized products or services, 2) a closed-loop process, 3) asset sharing, 4) usage-based pricing, 5) more collaborative ecosystem, and 6) an agile and adaptive organization. offers for personalized products or services should be improved, which means they are customized representing customers’ personal and fundamental necessity. the tourism industry should leverage technology to reach the customers’ heart with affordable pricing. the next feature is a closed-loop process that minimizes overall resource expenses. in the tourism industry, expenses are related to reducing the potential cost at all levels of business, starting upstream to downstream lines. the characteristics of tourism, such as intangible, inseparable, and volatile have become the consideration in creating a product with minimum risk. the cost related to the supply chain should be managed from the perspective of demand and supply as effective as possible. next, regarding resource sharing, stakeholders optimized the utilization of sharing assets. the stakeholders does not only receive the benefit from the business, but also share the economic value to minimize entry barriers in industries. in this context, private housing minimizes the spread of the outbreak. in the end, tourism counterpart will contribute evenly to the user and provider. the subsequent feature focuses on the price. the customer will receive more intrinsic values beyond the extrinsic economic value. this feature is to provide an outstanding experience and a memorable journey that leads to satisfaction and loyalty. eventually, all stakeholders in the tourism industry strive to innovate the ideas for heterogeneous services. the other prominent feature is the collaborative ecosystem. in this frame, tourism should involve and empower all related stakeholders. the collaboration should make use of technology by innovating its utilization and reducing the risk. the last feature concerns a swift and adaptive organization. the tourism industry is trying to optimize the role of technology in making decisions quickly and accurately using an adaptive decisionmaking model that is more adaptive to market needs. it is certainly related to the value proposition for the user. the goal is to increase satisfaction not solely on the part of the user, but also from the service provider since it is associated with the allocation of costs and scarce resources. the next analysis is mapping of the six keys to successful innovation by involving technological 53transformative tourism breakthrough.... (kristianus oktriono) trends and market needs in the context of indonesian tourism as shown in figure 6. in terms of technology trends, tourism stakeholders in indonesia should map technologysupporting and infrastructure components such as internal conditions in each region in an integrated database. the function is to classify the advantages of indonesian tourism. this advantage is divided into two clusters, namely the customer portfolio and product portfolio. in the customer portfolio, indonesian tourism focuses on the personal, business and international segments. meanwhile, the product portfolio focuses on nature, culture, and man-made. in the interface of technology, tourism service providers focus more on delivering web and smartphone-based products and services. to support this, providers should optimize the use of artificial intelligence (ai), big data, and virtual reality to facilitate data access in every transaction. to maintain security, transactions are equipped with blockchain technology. presumably, the internet of things platform is an important concern since it simplifies exchanging data and information and connecting with authorized software for all counterparts. in particular, the decentralization of small medium enterprise (sme) in tourism is also an important pillar in the development of sustainable tourism. in terms of market needs in tourism, demand for products and services continues to increase annually. this is supported by the uniqueness of tourist destinations and the strength of their branding. this request is accommodated by service providers by paying attention to optimal costreduction, the use of asset sharing, and determining prices according to customized conditions. with this in mind, the value proposition is continuously maintained and increased with a digital-based collaboration system. from the provider’s perspective, market needs must be facilitated due to the changing behavior of tourists. the cost factor also considers the good congruence between the assets used, the costs incurred by all parties and the satisfaction received by the user. from a regulatory perspective, the government needs to establish strict rules and protect the safety and comfort of guests and business owners eventually. iv. conclusions the analysis of tourism challenges should address the pillars of tourism development. in law number 10 of 2009 about tourism, tourism development in indonesia involves four major points, which are tourism destinations, marketing, the tourism industry, and tourism institutions. tourism needs to transform from a destination perspective into the vital sustainable concept as the industry must adapt to the turbulence change. it needs providers’ capability to attract market interest. a transformative business model should represent the level of adaptability to all changes, both in terms of demand, supply, and technology. technically, six features are the main indicators of a transformative business model classified into a more personalized product or service, a closed-loop process, asset sharing, usage-based pricing, a more collaborative ecosystem, and an agile and adaptive organization. the research suggests tourism transformation as an industry. a transformative business model must display at least three out of the six key features of the transformative business model. the research proposes that these six features are integrated synchronously by government, industry, and community-based tourism. it is suggested that further research explore deeply in terms of the role of community-based tourism in realizing the vision and mission of sustainable tourism. figure 6 proposed transformative business model 54 the winners, vol. 22 no. 1 march 2021, 47-55 references andrianto, t. & sugiama, g. 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(2020, september 27). wttc launches new report on the future of travel & tourism in a postcovid world. world travel & tourism council. https://wttc.org/news-article/wttc-launchesnew-report-on-the-future-of-travel-and-tourismin-a-post-covid-world. vol. 22 no. 1 march 2021 economic, business, management, and information system journal winnersthe journal p-issn: 1412-1212 e-issn: 2541-2388 editor in chief arta moro sundjaja bina nusantara university, indonesia managing editors nico surantha bina nusantara university, indonesia christian harito bina nusantara university, indonesia national editor board dhiresh kulshrestha university rajkot -gujarat (india), india martin thomas falk university of south-eastern norway, norway prof. sangeeta sahney indian institute of technology kharagpur, india sivadass thiruchelvam universiti tenaga nasional putrajaya, malaysia yudi fernando universiti malaysia pahang, malaysia elia ardyan surakarta economics college, indonesia hendry hartono bina nusantara university, indonesia sevenpri candra bina nusantara university, indonesia language and layout editor shavira sarashita bina nusantara university, indonesia dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat dewi novianti bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winner focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been acredited by dikti under the decree number 34/e/kpt/2018 (sinta 3) and indexed by academic research index (research bib), microsoft academic search, garda rujukan digital (garuda); bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl. kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: thewinners@binus.edu, https://journal.binus.ac.id/ index.php/winners contents rano kartono; jane kartika tjahjadi factors affecting consumers’ intentions to use online food delivery services during covid-19 outbreak in jabodetabek area ............................................................................................... 1-14 freddy pandapotan simbolon; lena yanti customer engagement in higher education: how important role of social media marketing, e-service quality, and e-satisfaction for generation z students? .................................................................. 15-23 yandra rivaldo leadership and motivation to performance through job satisfaction of hotel employees at d’merlion batam.. 25-30 syafri naldi; dapit alexsander; margo purnomo interrelatedness between organizational culture and human resource management in the context of corporate entrepreneurship .................................................................................................. 31-38 herry sofyandy pranata; khairinal; denny denmar the effect of need for achievement, locus of control and attitudes towards student entrepreneurial intentions in smkn 1 batang hari .................................................... 39-45 kristianus oktriono transformative tourism breakthrough in post pandemic: an enigma or eclipse....................................... 47-55 arum prasasti; fatwah inna aulisaina; muhamad arif rahman hakim does discount matter in indonesia e-wallet race: a generation z e-wallet preferences during pandemics..... 57-65 aryo bismo; wensin halim; monica andini erwinta knowledge management strategy, innovation, and performance in small business enterprise in indonesia ..... 67-73 adeline hope pranoto; paul lumbantobing the acceptance technology model for adoption of social media marketing in jabodetabek ....................... 75-88 abdul karim; chalid imran musa; romansyah sahabuddin; muhammad azis the increase of rural economy at baraka sub-district through village funds......................................... 89-95 p-issn: 1412-1212 e-issn: 2541-2388 vol. 22 no. 1 march 2021 economic, business, management, and information system journal winnersthe journal 00a_thewinners_editorial_22-1.pdf 00b_thewinners_content_22-1 microsoft word 04 artikel-budiman_setting.doc program pengembangan .....(budiman notoatmojo; haryadi sarjono) 31 program pengembangan agrobisnis holtikultura dengan metode policy analysis matrix budiman notoatmojo1; haryadi sarjono2 1peneliti senior departemen pertanian 2jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 haryadi_s@binus.edu abstract in general, the purpose of this study is to find out the level of success of the development program of horticultural based agribusiness administered by the directorate general of horticultural plant production development. this study uses macro indicators including production development and productivity of horticultural commodity, development of national added value, and development of contributions to the national food self sufficiency; while the micro indicators include profitability level of the horticultural agribusiness, competitive level, and the issues and problems that must be faced while the ppah program is in progress. keywords: agribusiness, horticultural, ppah abstrak secara umum, tujuan evaluasi ini adalah untuk mengetahui sejauh mana keberhasilan program pengembangan agribisnis berbasis hortikultura yang telah dijalankan oleh direktorat jendral bina produksi tanaman hortikultura. evaluasi keberhasilan program menggunakan indikator makro yang meliputi perkembangan produksi dan produktivitas komoditas hortikultura, perkembangan pembentukan nilai tambah nasional, dan perkembangan kontribusi terhadap kemandirian pangan nasional; sedangkan indikator mikro meliputi tingkat profitibilitas usaha tani hortikultura, tingkat daya saing, dan kendala serta masalah yang dihadapi dalam pelaksanaan program ppah. kata kunci: agribisnis, hortikultura, ppah 32 journal the winners, vol. 10 no. 1, maret 2009: 31-39 pendahuluan setiap akhir tahun diperlukan evaluasi terhadap kinerja program pengembangan sistem dan usaha agribisnis berbasis hortikultura (ppah), dalam rangka mengidentifikasi isu-isu utama yang perlu ditangani segera dalam tahun berikutnya. kinerja ppah merupakan hasil perpaduan antara kebijakan mikro sektoral departemen pertanian dan kebijaksanaan mikro sektoral departemen pertanian dan kebijaksanaan makro serta tatanan lingkungan strategis yang mempengaruhi sektor pertanian dan ppah. laporan kinerja pembangunan ppah ini merupakan kinerja pembangunan ppah selama periode 2000-2003, sejak dibentuknya direktorat jenderal hortikultura. oleh karena data dan informasi makro yang berkaitan dengan sub sektor hortikultura belum tersedia secara lengkap, maka data yang digunakan dalam analisis kinerja sesuai dengan yang tersedia dan pada beberapa hal dilakukan proyeksi. metode penelitian dalam konteks program pengembangan sistem usaha agribisnis berbasis hortikultura (ppah) di indonesia, departemen pertanian dalam hal ini direktorat jenderal bina produksi hortikultura bertindak sebagai fasilitator untuk menciptakan iklim investasi yang kondusif bagi terlaksananya partisipasi pelaku agribisnis hortikultura. fungsi fasilitator berupa desain program pengembangan yang diimplementasikan dalam bentuk model mikro ppah dalam skala yang amat terbatas, namun demikian model tersebut diharapkan diadopsi oleh petani secara berkelanjutan sehingga dalam jangka waktu tertentu desain ppah dapat diwujudkan. indikator yang digunakan meliputi makro dan mikro. indikator makro untuk menilai keberhasilan ppah difokuskan pada (1) dampak ppah terhadap perekonomian nasional, pemantapan ketahanan pangan, dan kesejahteraan petani. dampak ppah terhadap perekonomian nasional meliputi kinerja pdb dan kesempatan kerja sektor hortikultural serta pemasukan devisa; (2) dampak terhadap ketahanan pangan nasional, kemandirian pangan, dan tingkat inflasi; (3) dampak terhadap kesejahteraan petani meliputi nilai tukar dan profitabilitas usaha tani beberapa komoditas hortikultura, pendapatan rumah tangga tani dan kontribusi terhadap penurunan kemiskinan pedesaan. indikator mikro untuk menilai keberhasilan ppah difokuskan pada keberhasilan dari model mikro ppah yang dilaksanakan oleh direktorat jenderal bina produksi hortikultura. indikator keberhasilan model tersebut meliputi peningkatan produktivitas, profitabilitas usaha tani, tingkat skala usaha, dan keterpaduan system dan usaha agribisnis hortikultura. evaluasi terhadap ppah mencakup evaluasi makro dan mikro. evaluasi makro difokuskan pada dampak ppah terhadap kinerja perekonomian nasional, sedangkan evaluasi mikro difokuskan pada dampak desain ppah terhadap peningkatan produktivitas dan pendapatan petani. data untuk menilai keberhasilan ppah di tingkat makro dengan menggunakan indikator makro dan data sekunder yang bersumber dari instansi pemerintah, sedangkan untuk menilai keberhasilan ppah di tingkat mikro menggunakan data primer yang bersumber dari petani, pedagang, dan aparat pemerintah daerah yang manjadi fasilisator ppah. program pengembangan .....(budiman notoatmojo; haryadi sarjono) 33 metode analisis kegiatan evaluasi ini menggunakan pendekatan statistik deskriptif (rata-rata, pertumbuhan, dan lainnya) dalam bentuk tabulasi silang mengkaitkan antarpeubah yang relevan untuk menjelaskan permasalahan yang dianalisis. kegiatan ini menggunakan statistik komparatif untuk membandingkan kinerja desain ppah dan non ppah berupa uji beda rata-rata dan koefisien variasi dari peubah yang diperbandingkan. pertama, statistik deskriptif: rata-rata = (xi) / n xi = peubah ke-i n = jumlah contoh kedua, statistik komparatif: uji rata-rata dua peubah = t-statistik cv = sd / x sd = standar deviasi x = rata-rata peubah ketiga, policy analysis matrix (pam): prinsip dasar policy analysis matrix (pam) adalah melakukan analisis divergensi pasar melalui perbedaan antara harga privat dan harga bayangannya atau harga sosialnya (tabel 1). tabel 1 policy analysis matrix (pam) penerimaan biaya input keuntungan tradable non tradable harga privat a b c d = a – b – c harga sosial e f g h = e – f – g divergensi i = a – e j = b – f k = c – g l = i j – k = d h baris pertama dari matriks pam adalah perhitungan dengan harga privat atau harga pasar, yaitu harga yang betul-betul diterima atau dibayarkan oleh pelaku ekonomi. baris kedua merupakan perhitungan yang didasarkan pada harga sosial (shadow price), yaitu harga yang menggambarkan nilai sosial atau nilai ekonomi yang sesungguhnya bagi unsur-unsur biaya maupun hasil. baris ketiga merupakan perbedaan perhitungan dari harga privat dengan harga sosial sebagai akibat dari dampak kebijaksanaan pemerintah atau distori pasar yang ada. hasil dan pembahasan pembangunan sistem dan usaha agribisnis merupakan tugas benar dan kompleks yang melibatkan berbagai instansi terkait serta tidak mengenai batas-batas administrasi pemerintah dan bersifat lintas sektoral. seperti yang tertuang di dalam renstra pembangunan pertanian tahun 2002, kebijakan pembangunan sistem dan usaha agribisnis melibatkan 22 instansi terkait dengan tugas dan kewenangan yang telah ditetapkan. 34 journal the winners, vol. 10 no. 1, maret 2009: 31-39 untuk menyukseskan progaram pengembangan sistem dan usaha agribisnis, maka perlu disarankan beberapa hal sebagai berikut (1) perlu advokasi secara intensif mengenai strategi, kebijakan dan program pengembangan sistem dan usaha agribisnis kepada departemen lain dan pemerintah daerah unruk mendapatkan dukungan kebijakan dan program riil mereka untuk sinkronasi pelaksanaan program sistem dan usaha agribisnis, dan (2) perlu ditingkatkan kuantitas dan mutu infrastruktur pertanian. kebijakan ekonomi dan industri kebijakan fiskal dan moneter keberhasilan implementasi program dan usaha agribisnis sangat dipengaruhi oleh kebijakan makro pemerintah di bidang fiskal dan moneter. kebijakan fiskal yang sangat berpengaruh, yaitu alokasi pemerintah untuk sektor-sektor riil (investasi) dan perlakuan pajak. kebijkan fiskal tersebut harus memperhatikan tahapan-tahapan pembangunan agribisnis seperti untuk daerah yang baru berkembang (natural resources and unskilled labor based) difokuskan pada investasi infrastruktur, sedangkan daerah yang masuk pada tahap capital and skill labor based investasi diarahkan pada pengembangan teknologi. sementara itu, kebijakan moneter meliputi pengembangan sistem perkreditan dengan bunga murah di bawah bunga pasar, fleksibel, dan prosedur yang sederhana. jika dilihat dari laokasi dana apbn/apbd, penyaluran kredit perbankan, dan jumlah proyek investasi yang disetujui pemerintah, terlihat bahwa sesungguhnya alokasi dan untuk sektor pertanian, terutama dalam penyediaan kesempatan kerja, pemenuhan kecukupan pangan bagi sekitar 200 juta penduduk dan pengentasan kemiskinan. belum adanya keberpihakan penyandang dana untuk berinvestasi di sektor pertanian ini juga terlihat dari besarnya penanaman modal dari dalam dan luar negeri, yang disetujui oleh pemerintah. investor masih melihat sektor sekunder (industri) sebagai ladang yang menarik untuk berinvestasi dibandingkan sektor primer. hanya sekitar 8,43% oleh pma. dari bagian dana yang ditanamkan oleh pmdn dan pma, dari sektor pertanian tersebut secara indikatif terlihat sebagian besar dialokasikan untuk sub sektor perkebunan, khususnya kelapa sawit yang beberapa tahun terakhir ini gencar dikembangkan di kalimantan timur dan kalimantan selatan. kebijakan perdagangan beberapa langkah yang harus ditempuh berupa kebijakan anti dumping dan subsidi (rules of competition), pengembangan akses pasar (market access), dan memanfaatkan isu-isu yang berkaitan dengan non trade concerns (multifungsi lahan pertanian, pengentasan kemiskinan, dan lain lain) dan development box (fasilitas special and differential treatment, special safe guard) sebagai basis negosiasi dalam perdagangan internasional. kebijakan industri program utama departemen pertanian adalah pengembangan sistem dan usaha agribisnis yang mencakup kegiatan produksi pertanian primer atau umum dikenal sebagai kegiatan usaha tani, serta kegiatan terkait dalam spektrum luas, yaitu produksi dan distribusi input pertanian, penyimpanan, pengolahan, dan distribusi komoditi pertanian berikut produk-produk turunannya serta pembiayaan usaha-usaha tersebut. program pengembangan .....(budiman notoatmojo; haryadi sarjono) 35 produksi pangan nasional perkembangan skala usaha agribisnis hortikultura tidak dapat dimonitor secara rinci per komoditas hortikultura karena tidak adanya data statistik yang lengkap tentang luas lahan dan jumlah petani per komoditas hortikultura dalam periode 1999-2002. akan tetapi, dari data keproyekan yang ada, dapat dilihat bahwa kecenderungan peningkatan skala usaha berupa luas lahan per petani komoditas buah-buahan yang merupakan tanaman tahunan. hal ini merupakan dampak langsung dari kegiatan proyek pembangunan hortikultura, antara lain (1) proyek pengembangan agribisnis hortikultura (pah) dalam waktu 5 tahun telah berhasil membangun kebun seluas 21.600 ha dengan peserta 45.029 petani; (2) dalam tahun 2001-2002 telah tersalur benih varietas unggul buah-buahan sebanyak 7.495.003 bibit dari berbagai jenis tanaman, yang setara dengan penambahan areal buahbuahan 37.244 ha (lihat gambar 1). gambar 1 laju pertumbuhan ekonomi nasional 1996 2003 pembentukan pdb nasional dalam perhitungan pdb, tanaman hortikultura tergabung dalam sub sektor tanaman bahan makanan. dengan demikian, baik buruknya kinerja pertumbuhan pdb tanaman hortikultura akan sangat berpengaruh terhadap kinerja sub sektor tanaman bahan makanan khususnya dan sektor pertanian pada umumnya. selama kurun waktu 1997-2003, keragaman tumbuhan pdb tanaman hortikultura relatif lebih baik dibandingkan dengan tanaman padi dan palawija. pada tahun 1997, tanaman hortikultura turut terimbas fenomena iklim el nino yang mengakibatkan tanaman hortikultura mengalami kontraksi sebesar -2,85%. pada tahun 1998, keragaman tanaman hortikultura membaik dengan mampu tumbuh positif sebesar 1,71%. namun, karena laju pertumbuhan tahun 1998 masih lebih rendah dibadingkan dengan kontraksi pada tahun 1997, maka tumbuh negatif 0,57%. lambannya pertumbuhan pdb tanaman hortikultura selama kurun waktu 1997-1998, disebabkan karena pada tahun 1998 tanaman sayuran justru mengalami kontraksi yang lebih parah (mencapai 4,41) dibandingkan dengan tahun 1997, sementara tanaman buah-buahan tumbuh positif cukup tinggi hingga mencapai 8,76. kontraksi tanaman sayuran yang lebih parah pada tahun 1998, diduga terkait 36 journal the winners, vol. 10 no. 1, maret 2009: 31-39 dengan semakin melonjaknya harga benih dan obat-obatan sebagai akibat dari krisis ekonomi. seperti kita ketahui bersama, benih dan obat-obatan merupakan komponen yang sangat penting dalam usaha tani sayuran. tabel 2 pangsa pdb sub sektor pertanian terhadap total pdb sub sector 1997 1998 1999 2000 2001 2002 2003 a. tanaman bahan makanan 7,54 8,86 8,97 8,68 8,32 8,07 7,94 1. padi dan palawija 4,75 5,59 5,85 5,31 4,92 5,09 4,66 2. hortikultura 2,79 3,27 3,11 3,31 3,29 2,99 3,38 sayur-sayuran 1,50 1,65 1,62 1,61 1,67 1,52 1,72 buah-buahan 1,30 1,63 1,49 1,70 1,62 1,47 1,67 b. tanaman perkebunan 2,42 2,79 2,82 2,69 2,67 2,65 2,84 c. peternakan dan hasil-hasilnya 1,73 1,71 1,80 1,77 1,78 1,77 1,73 d. kehutanan 1,66 1,75 1,66 1,61 1,58 1,56 1,46 e. perikanan 1,53 1,79 1,88 1,89 1,89 1,89 1,92 perkembangan pangsa hortikultura terhadap semua sektor dan sub selktor selama kurunwaktu 1997 – 2003 menunjukkan kecenderungan yang terus meningkat dengan besaran yang bervariasi. selama kurun waktu tersebut, pangsa tanaman hortikultura terhadap sektor tanaman pertaian dan peternakan rata-rata selalu di atas 23%, sementara terhadap sektor pertanian, kehutanan dan perikanan (pertanian dalam arti luas) rata-rata selalu di atas 18%. dibandingkan dengan sub sektor kehutanan dan perikanan, pangsa pdb tanaman hortikultura masih lebih tinggi, namun masih lebih rendah jika dibandingkan dengan pangsa tanaman padi dan palawija. pangsa tanaman hortikultura terhadap pdb total, walaupun masih relatif kecil namun konsisten dalam kisaran 3%. melihat besaran pangsa tanaman hortikultura terhadap pembentukan pdb di atas, dapat dikatakan bahwa peran tanaman hortikultura terhadap perekonomian nasional ternyata cukup besar dan perlu mendapat perhatian yang lebih serius dari pemerintah dalam pengembangannya. gambar 2 laju pertumbuhan pdb sektor pertanian program pengembangan .....(budiman notoatmojo; haryadi sarjono) 37 perkembangan pangsa holtikultura terhadap semua sector dan sub sektor selama kurun waktu 1997-2003 menunjukkan kecenderungan yang terus meningkat dengan besar yang bervariasi. selama kurun waktu tersebut, pangsa tanaman holtikultura terhadap sektor pertanian dan peternakan rata-rata selalu di atas 23 %, sementara terhadap sektor pertanian, kehutanan dan perikanan (pertanian dalam arti luas) rata-rata selalu di atas 18 % (lihat tabel 3 dan 4). tabel 3 laju pertumbuhan antar tahun pdb sektor pertanian atas harga konstan 1993, 1997-2003 (%) sektor 1997 1998 97-98 1999 2000 2001 99-01 2002 2003 (i-ii) i. pertanian dan peternakan 1. tan bhn makanan 1.1 padi dan palawija 1.2 holtikultura a. sayuran b. buah-buahan 2. perkebunan 3. peternakan ii. kehutanan iii. perikanan iv. pertanian, kehutanan & perikanan pdb total -0,91 -2.85 -2,85 -2,85 -2.85 -2,85 1,37 4,90 11,57 5,79 1,00 4,70 -0,74 2,03 2,21 1,71 -4,41 8,76 0,05 -13,94 -8,47 1,92 -1,33 -13,13 -0,83 -0,41 -0,32 -0,57 -3,63 2,96 0,71 -4,52 1,55 3,85 -0,16 -4,21 2,50 1,99 5,57 -4,14 -0,59 -7,72 1,91 6,17 -4,45 6,07 2,16 0,79 1,49 1,53 -4,81 11,46 3,93 19,69 0,19 3,28 1,60 5,00 1,88 4,92 0,45 -0,79 -4,27 2,91 7,42 -1,36 2,40 3,56 2,09 3,74 0,98 3,44 1,48 0,91 -1,17 3,41 3,58 3,54 1,50 4,34 -0,25 4,93 1,68 3,05 1,44 0,53 7,24 -5,91 -5,91 -5,91 3,17 3,07 1,97 3,56 1,74 3,66 3,31 1,90 -5,08 17,35 17,14 17,64 10,69 1,34 -3,12 5,34 2,92 3,62 tabel 4 indeks pdb sektor pertanian atas harga konstan 1993, 1996-2003 (%) (1996=100) sektor 1996 1997 1998 1999 2000 2001 2002 2003 i. pertanian dan peternakan 1. tan bhn makanan 1.1 padi dan palawija 1.2 holtikultura a. sayuran b. buah-buahan 2. perkebunan 3. peternakan ii. kehutanan iii. perikanan iv. pertanian, kehutanan & perikanan pdb total 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 99,09 97,15 97,15 97,15 97,15 97,15 101,37 104,90 111,57 105,79 101,00 104,70 98,35 99,12 99,30 98,81 92,86 105,67 101,42 90,28 102,12 107,82 99,66 90,96 100,81 101,09 104,83 94,72 92,31 97,51 103,35 95,84 97,58 114,36 101,81 91,68 102,31 102,64 99,78 105,58 95,94 116,70 103,55 98,99 99,14 120,07 103,73 96,19 102,77 101,82 95,52 108,66 103,05 115,12 106,03 102,51 101,22 124,56 104,75 99,49 104,25 102,36 102,44 102,24 96,96 108,32 109,40 105,66 103,21 128,99 106,57 103,13 107,70 104,31 97,21 120,02 113,69 127,40 121,10 107,07 99,99 135,88 109,68 106,86 penyerapan tenaga kerja nasional peran serta holtikultura dalam penyerapan tenaga kerja nasional cukup besar, menempati urutan kedua setelah tanaman pangan. pada tahun 2000, sub sektor holtikultura menyerap sekitar 11,74% dari seluruh tenaga kerja nasional, lebih rendah dibandingkan tanaman pangan yang mencapai 21,08%, tetapi jauh lebih tinggi dibanding sub sektor perkebunan dan peternakan yang masing-masing mencapai 5,41 dan 3,65% (lihat tabel 5). 38 journal the winners, vol. 10 no. 1, maret 2009: 31-39 tabel 5 peran sub sektor hortikultura dalam penyerapan tenaga kerja nasional sub sector tahun kenaikan(%) 1995 2000 tanaman pangan hortikultura perkebunan peternakan total pertanian non pertanian 20.344.568(23,21) 10.829.028(12,41) 4.463.776(5,22) 3.303.924(3,79) 39.041.296(44,44) 48.229.920(55,56) 19.670.966(21,008) 10.960.323(11,74) 5.045.938(5,41) 3.410.392(3,65) 39.087.619(41,89) 54.233.333(58,11) -3,31 1,21 10,56 3,22 0,11 12,45 total 87.271.216 93.320.952 6,93 ketahanan pangan nasional ketahanan pangan diartikan sebagai tersedianya pangan dalam jumlah dan kualitas yang cukup, terdistribusi secara merata dengan harga yang terjangkau dan aman dikonsumsi. dari pengertian tersebut ada 4 aspek utama yang harus dipenuhi untuk mewujudkan ketahanan pangan, yaitu aspek ketersediaan, aksesbilitas (keterjangkauan), stabilitas pengadaan, dan pengamanan pangan. aspek ketersediaan mempunyai makna bahwa pangan harus tersedia, baik dari produksi dalam neegri maupun impor dari luar negeri. berbeda dengan singapura yang sebagian besar kebutuhan pangannya berasal dari impor karena memang sumber daya alamnya sangat terbatas, kebutuhan pangan di indonesia dengan kekayaan sumber daya alam yang dimilikinya, seyogyanya sebagian besar harus dapat dipenuhi dari produksi dalam neegri atau bahkan berswasembada. kinerja mikro pembangunan agrobisnis berbasis hortikultura kepemilikan aset-aset produktif dan ekspektasi pendapatan yang diterima merupakan 2 hal pokok yang mempengaruhi petani dalam menentukan keputusan teknologi apa yang digunakan dan seberapa tinggi tingkat penerapannya. hal ini bisa dimengerti karena mereka sadar bahwa merekalah sebenarnya subjek dari kegiatan usaha tani tersebut, mereka yang akan menanggung semua resiko yang ditimbulkan dari keputusan-keputusan yang diambilnya. pembinaan kepada petani-petani program tentang cara-cara usaha tani yang baik, peningkatan hasil yang nyata dapat dilihat petani merupakan cara terbaik untuk meningkatkan penerapan dan manfaat suatu program. simpulan simpulan yang diperoleh dari penelitian ini adalah sebagai berikut. pertama, kinerja makro. selama periode 1999 sampai 2002, kinerja makro sub sektor hortikultura mengalami perbaikan cenderung mengalami penigkatan, dengan besaran yang bervariasi dan berdasarkan kinerja pdb diperkirakan pada tahun 2003 dan tahun selanjutnya kinerja sub sektor hortikultura akan lebih baik lagi. hal ini terlihat pangsa tanaman hortikultura terhadap sektor pertanian dan peternakan rata-rata selalu di atas 23%, sementara terhadap sektor pertanian, kehutanan dan perikanan (pertanian dalam arti luas) rata-rata selalu di atas 18%. kedua, kinerja mikro. secara simultan, kebijakan-kebijakan yang dilakukan pemerintah terhadap input dan output pertanian tidak memberikan proteksi kepada petani produsen 9 komoditas hortikultura yang diamati (kecuali jeruk). ditunjukkan nilai epc di bawah 1. kebijakan pemerintah tidak protektif terhadap produsen komoditas hortikultra, namun kinerja sub sektor hortikultura cukup baik. program pengembangan .....(budiman notoatmojo; haryadi sarjono) 39 daftar pustaka direktorat jenderal bina produksi hortikultura. (2001). informasi hortikultura dan aneka tanaman, jakarta: departemen pertanian. direktorat jenderal bina produksi hortikultura. (2002). prosiding, sinkronisasi, pengembangan agribisnis hortikultura di kawasan sentra, jakarta: departemen pertanian. direktorat jenderal bina produksi hortikultura. (2003). pengembangan pelaksana kegiatan bagian proyek agribisnis, hortikultura di kabupaten melalui dana dekonsentrasi tahun anggaran 2002, jakarta: departemen pertanian. sekretariat direktorat jendral bina produksi hortikultura. (2002). evaluasi kinerja pengembangan agribisnis, hortikultura di kabupaten tahun anggaran 2002, jakarta: departemen pertanian. microsoft word 04_idris gautama_ok.doc implementasi strategi …...(idris gautama so; dkk) 135 implementasi strategi e-marketing pada pietro’s gelato idris gautama so1; hellen fransiska2; tjia fie tjoe3 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 igautama@binus.edu; idrisgs@binus.ac.id abstract pietro’s gelato is a firm producing food and beverages, in particular ice cream. this paper aims to study the marketing strategy utilized by pietro’s gelato and analyses its business process, information needs and problems faced by pietro’s gelato’s marketing department. analysis is conducted using porter’s analysis method, swot and e-marketing seven steps analysis. literature study is conducted by collecting materials from books and internet access which will be used to fulfill additional data needs. survey is also conducted towards pietro’s gelato to obtain complete data. implementation of e-marketing strategy in the firm to enlarge marketing coverage and also to solve marketing problems in pietro’s gelato. it can be concluded that from the analysis conducted and also the implementation, e-marketing strategy profits the company in terms of easier product marketing and understanding market needs. keywords: strategy, e-marketing, porter, swot, seven e-marketing steps abstrak pietro’s gelato adalah suatu badan usaha yang bergerak dalam bidang produksi makanan dan minuman khususnya ice cream. tujuan dari makalah ini adalah mengetahui strategi pemasaran yang dipakai pada perusahaan pietro’s gelato serta menganalisis proses bisnis, kebutuhan informasi dan permasalahan yang terdapat dibagian pemasaran pietro’s gelato. analisis dilakukan dengan menggunakan metode analisis porter, analisis swot, dan analisis tujuh tahap e-marketing. studi pustaka dilakukan dengan mengumpulkan bahan-bahan dari buku serta sebagai data pelengkap digunakan fasilitas pencarian melalui internet. survei juga dilakukan terhadap perusahaan pietro’s gelato untuk mendapatkan data yang lengkap mengenai pietro’s gelato. penerapan strategi emarketing di perusahaan guna memperluas jangkauan pemasaran serta mengatasi permasalahan pemasaran yang ada di pietro’s gelato. simpulan bahwa berdasarkan hasil analisis yang dilakukan serta implementasi yang dibuat, strategi e-marketing dapat memberikan keuntungan bagi perusahaan dalam hal kemudahan memasarkan produk serta mengetahui keinginan pasar. kata kunci: strategi, e-marketing, porter, swot, tujuh tahap e-marketing 136 journal the winners, vol. 9 no. 2, september 2008: 135-147 pendahuluan kemajuan yang pesat dalam dunia iptek (ilmu pengetahuan dan teknologi) menjadikan perdagangan dunia semakin luas dan tak terbatas sehingga proses perdagangan kini tidak hanya dilakukan antar wilayah, tetapi telah melampaui batas benua di seluruh dunia. dengan adanya perkembangan tersebut, setiap perusahaan mulai melirik pasar global di mana proses jual beli tidak hanya terbatas oleh ruang dan waktu, melainkan dapat dilakukan di mana saja dan kapan saja. sampai saat ini, secara umum masih banyak perusahaan yang melakukan proses bisnisnya secara manual. dengan mengikuti perkembangan dunia saat ini, maka perusahaan yang masih bergerak dalam proses bisnis secara manual akan menghambat perkembangan bisnisnya sehingga memungkinkan perusahaan akan tertinggal di masa yang akan datang. perusahaan yang memiliki visi jauh ke depan membutuhkan landasan yang kuat dalam mempertahankan bisnisnya dan unggul dalam persaingan. salah satu hal yang dapat dilakukan adalah strategi memperluas pasar dengan menggunakan teknologi informasi yang telah ada saat ini. perkembangan teknologi informasi memungkinkan perusahaan melakukan penyebaran informasi secara luas tanpa terbatas ruang dan waktu. implementasi strategi dan aplikasi yang dapat digunakan seperti pembuatan dan pemanfaatan web, yang memuat informasi mengenai perusahaan serta meningkatkan layanan terhadap pelanggan. sistem dapat disimpulkan secara sederhana sebagai kelompok dari elemen-elemen yang berelasi dan berinteraksi membentuk satu kesatuan (o’brien, 2003: 8). semetara itu, perancangan sistem adalah proses penterjemah hubungan pemakai informasi ke dalam alternatif rancangan sistem informasi yang diajukan kepada pemakai informasi untuk dipertimbangkan (mulyadi, 2001: 51). internet diartikan sebagai jaringan fisik yang menghubungkan komputer-komputer di seluruh dunia. internet terdiri dari infrastruktur server jaringan dan menghubungkan komunikasi area luas. di antara keduanya digunakan untuk menyimpan dan mengirimkan banyak jumlah informasi dalam internet (chaffey, 2000: 12). sedangkan menurut kotler (2001: 31), internet adalah jaringan global yang luas dan terus berkembang, yang menghubungkan para pengguna komputer dari segala jenis di seluruh dunia. pemasaran adalah suatu proses sosial dan manajerial yang membuat individu dan kelompok memperoleh apa yang mereka butuhkan dan inginkan lewat penciptaan dan pertukaran timbal balik produk dan nilai dengan orang lain (kotler, 2001: 7). sementara itu, menurut rangkuti (2004: 48), pemasaran adalah suatu proses kegiatan yang dipengaruhi oleh berbagai faktor sosial, budaya, politik, ekonomi dan, manajerial. akibat dari pengaruh berbagai faktor tersebut adalah masing-masing individu maupun kelompok mendapatkan kebutuhan dan keinginan dengan menciptakan, menawarkan, dan menukarkan produk yang memiliki nilai komoditas. manajemen pemasaran adalah analisis perencanaan, implementasi, dan pengendalian dari program-program yang dirancang untuk menciptakan, membangun, dan memelihara pertukaran yang menguntungkan dengan pembeli sasaran untuk mencapai tujuan perusahaan (kotler, 2001: 18). emarketing adalah pemasaran tradisional yang menggunakan metode elektronik (strauss, 2001: 8). lebih jauh dijelaskan oleh strauss bahwa e-marketing mempengaruhi pemasaran tradisional dalam 2 cara, yaitu meningkatkan efisiensi dalam fungsi pemasaran tradisional; dan teknologi dari e-marketing mengubah banyak strategi pemasaran. perubahan tersebut menghasilkan model bisnis baru yang menambahkan nilai pelanggan dan meningkatkan keuntungan perusahaan. internet marketing adalah sebuah proses membangun dan memelihara hubungan dengan pelanggan melalui kegiatan online untuk memfasilitasi terjadinya pertukaran ide, produk, dan jasa untuk memenuhi keinginan kedua belah pihak (mohammed et al., 2008: 4). implementasi strategi …...(idris gautama so; dkk) 137 menurut porter (bambang, 2003: 49), terdapat 5 kekuatan persaingan dalam suatu industri, yaitu masuknya pendatang baru, ancaman produk pengganti, kekuatan tawar-menawar pembeli, kekuatan tawar-menawar pemasok, dan persaingan di antara para pesaing yang ada. berikut akan dijelaskan kelima kekuatan persaingan tersebut. pertama, ancaman pendatang baru. pendatang baru pada suatu industri membawa kapasitas baru, keinginan untuk merebut bagian pasar serta seringkali juga sumberdaya yang besar. jika rintangan atau hambatan ini besar dan pendatang baru memperkirakan akan ada perlawanan yang keras dari muka-muka lama, maka ancaman masuknya pendatang baru akan rendah. kedua, ancaman produk pengganti. semua perusahaan dalam suatu industri bersaing, dalam arti yang luas, dengan industri-industri yang menghasilkan produk pengganti. produk pengganti yang perlu mendapatkan perhatian besar adalah produk-produk yang mempunyai kecenderungan untuk memiliki harga atau prestasi yang lebih baik ketimbang produk industri, atau dihasilkan oleh industri yang berlaba tinggi. ketiga, kekuatan tawar-menawar pembeli. kelompok pembeli akan memiliki kekuatan tawar-menawar yang kuat jika (1) kelompok pembeli terpusat atau membeli dalam jumlah besar relatif terhadap penjualan pihak penjual; (2) produk yang dibeli dari industri merupakan bagian dari biaya atau pembelian yang cukup besar dari pembeli; (3) produk yang dibeli dari industri adalah produk standar atau tidak terdiferensiasi; dan (4) pembeli mempunyai informasi lengkap. keempat, kekuatan tawar-menawar pemasok. kelompok pemasok dikatakan kuat jika terdapat hal-hal seperti (1) pemasok tidak menghadapi produk pengganti lain untuk dijual kepada industri; (2) industri tidak merupakan pelanggan yang penting bagi kelompok pemasok; dan (3) produk pemasok merupakan input penting bagi bisnis pembeli. kelima, persaingan dari perusahaan sejenis. ketat atau tidaknya persaingan dalam suatu industri tergantung pada jumlah pesaing, ukuran dan kekuatan dari pesaing, tingkat pertumbuhan industri, antar produk hanya memiliki sedikit perbedaan, dan hambatan yang tinggi untuk keluar dari industri. matriks evaluasi faktor eksternal (external factor evaluation – efe matrix) memungkinkan para penyusun strategi untuk merangkum dan mengevaluasi informasi ekonomi, sosial, budaya, demografi, lingkungan, politik, pemerintah, hukum, teknologi, dan persaingan (david, 2004: 143). tahap ekstrakasi dalam menjalankan audit manajemen strategis adalah membuat matriks evaluasi faktor internal (internal factor evaluation – ife matrix). alat formulasi strategi ini meringkas dan mengevaluasi kekuatan dan kelemahan utama dalam areal fungsional bisnis, dan juga memberikan dasar untuk mengidentifikasi dan mengevaluasi hubungan antara area-area tersebut. penilaian intuitif dibutuhkan untuk mengembangkan matriks ife. jadi, kemunculan pendekatan ilmiah tidak seharusnya diartikan bahwa ini adalah teknik yang sangat luar biasa. pemahaman yang baik atas faktor-faktor yang dimasukkan lebih penting daripada angka yang sebenarnya. matriks ie (internal-eksternal matrix) didasari pada 2 dimensi kunci, yaitu total rata-rata tertimbang ife pada sumbu x dan total rata-rata tertimbang efe pada sumbu y. pada sumbu x dari matriks ie, total rata-rata tertimbang dari 1,0 hingga 1,99 dianggap rendah; nilai dari 2,0 hingga 2,99 adalah menengah; dan nilai dari 3,0 hingga 4,0 adalah tinggi. matriks ie dapat dibagi menjadi 3 daerah utama yang memiliki implikasi strategi berbeda. pertama, rekomendasi untuk divisi yang masuk dalam sel i, ii, atau iv dapat digambarkan sebagai tumbuh dan kembangkan. strategi intensif (penetrasi pasar, pengembangan pasar, dan pengembangan produk) atau integratif (integrasi kebelakang, integrasi kedepan, dan integrasi horizontal) dapat menjadi paling sesuai untuk divisi-divisi ini. kedua, divisi yang masuk dalam sel iii, v, dan vi dapat dikelola dengan cara terbaik dengan strategi jaga dan pertahankan; penetrasi pasar dan pengembangan produk adalah 2 strategi umum yang digunakan untuk divisi tipe ini. ketiga, rekomendasi yang umum diberikan untuk divisi yang masuk dalam sel vi, viii, dan ix adalah tuai atau divestasi. organisasi yang berhasil mampu mencapai portofolio bisnis yang diposisikan dalam atau sekitar sel i dalam matriks ie. 138 journal the winners, vol. 9 no. 2, september 2008: 135-147 total nilai ife t ot al n ila i e f e 4.00 kuat 3.00 – 4.00 3.00 sedang 2.00 – 2.99 2.00 lemah 1.00 – 1.99 1.00 tinggi 3.00 – 4.00 3.00 tumbuh dan bina strategi intensif : • penetrasi pasar • pengembangan pasar • pengembangan produk tumbuh dan bina strategi intensif : • penetrasi pasar • pengembangan pasar • pengembangan produk pertahankan dan pelihara • penetrasi pasar • pengembangan produk sedang 2.00 – 2.99 2.00 tumbuh dan bina strategi intensif : • penetrasi pasar • pengembangan pasar • pengembangan produk pertahankan dan pelihara • penetrasi pasar • pengembangan produk panen atau divestasi rendah 1.00 – 1.99 1.00 pertahankan dan pelihara • penetrasi pasar • pengembangan produk panen atau divestasi panen atau divestasi gambar 1 matriks ie (internal eksternal) (sumber: david, 2004: 300) alat yang dipakai untuk menyusun faktor-faktor strategis perusahaan adalah matrik swot (rangkuti, 2004: 31). matriks ini dapat menggambarkan secara jelas bagaimana peluang dan ancaman eksternal yang dihadapi perusahaan dapat disesuaikan dengan kekuatan dan kelemahan yang dimilikinya. matriks ini dapat menghasilkan 4 set kemungkinan alternatif strategis. kekuatan (strength) tentukan faktor-faktor kekuatan internal. kelemahan (weakness) tentukan faktor-faktor kelemahan internal peluang (opportunity) tentukan faktor peluang eksternal strategi (so) ciptakan strategi yang menggunakan kekuatan untuk memanfaatkan peluang strategi (wo) ciptakan strategi yang meminimalkan kelemahan untuk memanfaatkan peluang. ancaman (threat) tentukan faktor ancaman eksternal strategi (st) ciptakan strategi yang menggunakan kekuatan untuk mengatasi ancaman strategi (wt) ciptakan strategi yang meminimalkan kelemahan dan menghindari ancaman ada 7 tahapan dalam proses internet marketing (mohammed et al., 2004: 8), yakni sebagai berikut. pertama, tahap framming the market opportunity. analisis pasar merupakan satu hal yang perlu dilakukan bagi pihak yang akan membuka suatu usaha baru. meskipun analisis peluang pasar tidak bisa memberikan jaminan untuk kesuksesan, tetapi proses dari pemikiran untuk kondisi-kondisi peluang yang ada menimbulkan ide-ide baru. dengan tidak melakukan analisis peluang atau tidak melakukan analisis peluang tersebut dengan baik, dapat meningkatkan kemungkinan kegagalan. implementasi strategi …...(idris gautama so; dkk) 139 kedua, tahap formulating the market strategy. strategi pemasaran memiliki 3 komponen utama, yaitu (1) segmentation, atau mengenali segmen pasar yang dituju perusahaan seperti nochange, tidak memiliki segmen baru yang difokuskan perusahaan sehingga segmentasi pelanggan online sama dengan segmentasi pelanggan offline; market expansion, tidak terjadi perubahan dalam karakteristik pelanggan secara online dan offline, tetapi ukuran segmen berubah; market reclassification, segmentasi pelanggan online berbeda dengan segmentasi pelanggan offline; dan reclassified expansion, terjadi perubahan dalam jumlah dan karakteristik pelanggan; (2) targeting, atau memilih segmen menguntungkan yang konsisten dengan sumber daya dan tujuan perusahaan seperti blanket targeting, karakteristik pelanggan online secara umum sama dengan pelanggan offline; beachhead targeting, segmen pelanggan online lebih kecil daripada pelanggan offline karena hanya sebagian kecil pelanggan menggunakan internet; bleed-over targeting, sebagian dari target segmen online meliputi segmen offline dan sebagian lagi adalah segmen pelanggan baru; dan new opportunity targeting, target dari segmen online adalah pelanggan baru yang memiliki kebutuhan yang berbeda dari segmen offline; (3) positioning, atau secara strategis mengkomunikasikan keuntungan produk dengan target segmen. changes in segmentation characteristic due to internet no yes c ha ng e in s iz e of m ar ke t s eg m en ts ye s market expansion reclassified expansion n o no change market reclassification gambar 2 brick and mortar segmentation (bams) scenarios (sumber: mohammed et al., 2004: 108) customer similarity same customers different customers f oc us o f e ff or t e nt ir e se gm en t blanket targeting new opportunity targeting p or tio n of a se gm en t beachhead targeting bleed over targeting gambar 3 brick and mortar targeting scenarios (sumber: mohammed et al., 2004: 110) ketiga, tahap designing the customer experience. tiga tahapan pengalaman konsumen adalah functionality, intimacy, dan evangelism. keempat, tahap crafting the customer interface. dalam merancang interface digunakan kerangka 7c, yaitu (1) context, terdapat 2 kunci dimensi dari context, yakni fungsional dan aesthetic; (2) content, isi dan kualitas informasi merupakan hal yang perlu diperhatikan dalam pembuatan situs web; (3) community (komunitas), komunitas tercipta dengan adanya serangkaian kesamaan dalam hal minat dari pengunjung situs; (4) communication, menekankan pada terjalinnya komunikasi antara perusahaan dengan pelanggan melalui situs web; (5) 140 journal the winners, vol. 9 no. 2, september 2008: 135-147 customization (kostumisasi), menekankan pada kemampuan fungsi dan tampilan situs web dalam menyesuaikan dengan keinginan pelanggan. perangkat untuk personalisasi termasuk registrasi log-in, email pribadi, pengaturan isi, dan tampilan dan agen; (6) connection, tersedianya jaringan atau penghubung yang dapat menghubungkan sebuah situs web dengan situs web lainnya; (7) commerce, menekankan pada terjadinya proses transaksi dalam situs web serta membahas masalah-masalah yang berkaitan dengan transaksi yang terjadi dalam situs seperti keamanan data, aturan dalam transaksi dan lain sebagainya. kelima, tahap designing the customer experience. tahapan dalam membuat customer relationship, yaitu (1) awareness. pada tahap ini perusahaan menciptakan kesadaran masyarakat akan keberadaan perusahaan. terdapat beberapa cara yang dapat dilakukan antara lain membuat alamat situs web yang sederhana sehingga memudahkan pelanggan untuk mengingatnya; (2) exploration/expansion. pada tahap ini pelanggan akan melakukan pencarian informasi serta memerlukan tanggapan dari pihak perusahaan agar dapat melangkah ketahap selanjutnya, yaitu melakukan transaksi; (3) commitment. pada tahap ini, terbentuknya suatu hubungan antara pelanggan dengan perusahaan seperti terjadinya transaksi dan terbentuknya sikap loyalitas dari pelanggan; (4) dissolution. hubungan diputuskan oleh salah satu pihak baik oleh perusahaan ataupun oleh pelanggan. keenam, tahap leveraging the customer information through technology. dalam hubungan dengan pelanggan, perusahaan harus mampu memutuskan masalah vital yang mencakup (1) memilih pasar mana yang akan dioptimalkan, (2) mengumpulkan data mengenai konsumen tersebut, dan (3) menciptakan hubungan jangka panjang dengan pelanggan-pelanggan utama. ketujuh, tahap evaluating the marketing program. pada tahap terakhir, dilakukan penilaian terhadap program pemasaran internet secara keseluruhan. penilaian dilakukan agar perusahaan dapat mengetahui tingkat kesuksesan program pemasaran yang dibuat dan menentukan langkah-langkah dalam memperbaiki program jika diperlukan. customer similarity same customers different customers f oc us o f e ff or t e nt ir e se gm en t blanket targeting • menggunakan seluruh strategi positioning saat offline • menyediakan situs web yang mudah dan nyaman diakses new opportunity targeting • mengganti seluruh strategi positioning saat offline • pembedaan posisi untuk melayani segmen yang baru p or ti on o f a se gm en t beachhead targeting • mengambil sebagian strategi saat offline • lebih berfokus pada kebutuhan kelompok kecil pelanggan bleed over targeting • menggunakan dua positioning • positioning sebelumnya masih digunakan • keuntungan tambahan posisi seperti memperbanyak penawaran via internet gambar 4 brick and mortar positioning scenarios (sumber: mohammed et al., 2004: 112) metode penelitian yang digunakan adalah (1) studi kepustakaan. penelitian dilakukan untuk menelaah secara mendalam tentang hal-hal yang berkaitan dengan konsep dan strategi e-marketing yang sudah ada, juga menggunakan fasilitas internet untuk mendapatkan bahan-bahan yang lebih mendalam; (2) survei. melakukan survei terhadap perusahaan untuk mengumpulkan informasi dan data yang dibutuhkan dalam penelitian; (3) analisis. metode yang digunakan untuk menganalisis strategi dan proses bisnis pietro’s gelato adalah analisis 5 kekuatan porter, analisis swot, dan analisis seven stage of internet marketing. implementasi strategi …...(idris gautama so; dkk) 141 pembahasan evaluasi ancaman (threats) adapun faktor-faktor eksternal yang teridentifikasi sebagai ancaman bagi perusahaan adalah sebagai berikut. pertama, ketatnya persaingan dalam industri ice cream. di indonesia, perusahaan yang bergerak dalam industri ice cream cukup banyak, dengan produk yang beraneka ragam seperti italian ice cream, soft ice cream, teppanyaki ice cream, dan lain lain. maraknya industri ini membuat persaingan yang ada menjadi sangat ketat. kedua, munculnya pesaing-pesaing baru yang variatif (tabel 1). salah satu pesaing baru yang muncul saat ini adalah cold stone yang menawarkan inovasi produk ice cream dengan konsep teppanyaki ice cream. pengaruh dari masuknya pesaing baru ini mereka membawa inovasi baru yang dapat menarik perhatian konsumen dengan cara penyajian yang unik. ketiga, tingkat perekonomian di pinggiran jakarta lebih rendah. dilihat dari apbd setiap wilayah, maka dapat disimpulkan bahwa perekonomian masyarakat di pinggiran jakarta tingkat perekonomian yang lebih rendah daripada masyarakat yang tinggal di kota jakarta. ini berdampak pada daya beli di daerah pinggiran jakarta lebih lemah sehingga penjualan di daerah-daerah tersebut tidak bisa sebesar penjualan di jakarta. tabel 1 pesaing baru ice cream data pesaing alamat cold stone ice cream mall senayan city cold rock ice cream mall fx analisis porter gambar 5 analisis lima kekuatan persaingan porter pemasok : 1. poly cup. 2. alladin cone. 3. diamond. 4. f&b importir. pesaing dalam industri : 1. baskin robbin. 2. cream & fudge factory. 3. new zealand. barang substitusi : 1. walls. 2. indo ice cream meiji. 3. campina. pendatang baru : 1. cold rock. 2. cold stone. pembeli : 1. individual. 142 journal the winners, vol. 9 no. 2, september 2008: 135-147 evaluasi peluang (opportunity) evaluasi peluang (opportunity) terdiri dari sebagai berikut. pertama, banyaknya pembangunan pusat-pusat perbelanjaan baru. meningkatnya pembangunan mal-mal di jakarta dan sekitarnya membuat peluang yang baru dalam industri perusahaan gelato ini karena dengan pembukaan countercounter di tempat-tempat baru dapat meningkatkan jumlah pembeli yang sebelumnya tidak terjangkau. kedua, meningkatnya inovasi dalam industri mesin otomatis. dalam pembuatan ice cream, diperlukan penggunaan alat dan mesin agar dapat menghemat waktu dan tenaga yang dikeluarkan. mesin yang dipakai seperti mesin pengaduk susu dan pendingin. saat ini telah dikembangkan pula mesin pembuat ice cream yang dapat mencampur ice cream dengan 2 rasa. hal ini menjadi peluang tersendiri bagi perusahaan untuk mengembangkan inovasi dalam menciptakan ice rasa mix yang tentunya akan menarik minat konsumen. tabel 2 data statistik industri internet indonesia 2008 data statistic industri internet indonesia 2008 indikator jumlah pji (isp) 274 perusahaan warnet 4.000 usaha internet exchange 6 titik trafik internasional 5 gbps trafik internet exchange 80 gbps pengguna internet (2007) 25 juta orang target 2008 40 juta orang evaluasi faktor internal perusahaan evaluasi faktor internal perusahaan dilakukan melalui proses diskusi dengan pemilik pietro’s gelato yang membahas mengenai gambaran kelemahan dan kekuatan perusahaan. evaluasi kelemahan (weakness) evaluasi kelemahan (weakness) terdiri dari sebagai berikut. pertama, bentuk promosi yang ditawarkan masih kurang. promosi merupakan langkah awal untuk membangun kesadaran masyarakat akan keberadaan perusahaan sehingga untuk dapat bertahan perusahaan harus membuat inovasiinovasi serta bentuk promosi yang menarik bagi pelanggannya. selama ini pemasaran dilakukan melalui banner-banner yang dipasang di setiap outlet. kendalanya tidak bisa mencakup pasar yang luas. kedua, baru mencakup sebagian kecil daerah pemasaran dari porsi yang ada. outlet yang dibuka oleh pietro’s gelato sampai saat ini hanya terdapat di beberapa titik diwilayah jakarta dan sekitarnya saja. masih sedikitnya porsi pemasaran ini merupakan kendala perusahaan untuk mengembangkan potensinya sehingga perusahaan perlu memikirkan cara untuk menerapkan sistem pemasaran yang dapat menjangkau daerah yang lebih luas. ketiga, jumlah produksi yang belum stabil. produksi yang saat ini masih belum stabil dikarenakan oleh beberapa kendala seperti kapasitas mesin yang terbatas serta terlambatnya pemasok bahan baku yang digunakan untuk produksi sehingga jenis rasa ice creamnya tidak lengkap dan tidak mencukupi kuota yang dibutuhkan. keempat, kurangnya tenaga kerja. masih sedikitnya tenaga kerja yang digunakan dalam perusahaan dikarenakan oleh sedikitnya tenaga yang menguasai di bidang industri ini. implementasi strategi …...(idris gautama so; dkk) 143 evaluasi kekuatan (strength) evaluasi kekuatan (strength) terdiri dari sebagai berikut. pertama, murahnya harga jual yang ditawarkan. harga jual yang ditawarkan oleh pietro’s gelato menjadi nilai tambah karena dibandingkan dengan pesaing-pesaing yang ada dalam industri yang sama, perusahaan ini memberikan harga yang sangat terjangkau untuk berbagai lapisan masyarakat. dengan kualitas dan rasa yang mirip dengan pesaingnya, perusahaan ini mampu bersaing dan bertahan dengan harga yang jauh lebih murah. ini dikarenakan oleh produksi yang dilakukan sendiri serta pemasok bahan baku yang dipilih perusahaan adalah pemasok lokal sehingga berbeda dengan para pesaingnya, di mana biasanya franchise dan produknya di-import langsung dari luar negeri sehingga harga jualnya tidak bisa semurah yang ditawarkan oleh perusahaan ini. kedua, mudahnya perusahaan ini untuk berinovasi. pietro’s gelato mudah berinovasi dalam produk dan jenis rasa. ini dikarenakan oleh perusahaan ini bukanlah perusahaan franchise luar yang setiap kebijakan inovasi dibatasi oleh perusahaan utamanya. ini menjadi nilai lebih karena perusahaan ini mampu beradaptasi dengan keadaan dan permintaan pasar. strategi pemasaran terdapat 2 unsur strategi pemasaran pietro’s gelato. pertama, differensiasi dalam pietro’s gelato ditunjukkan dari strategi harga produk yang ditawarkan lebih murah dari pesaingnya. kedua, bauran pemasaran, yaitu (1) produk. pietro’s gelato selalu berupaya untuk melakukan inovasi dalam hal pengembangan produk agar meningkatkan daya tarik terhadap konsumen; (2) harga. pietro’s gelato menawarkan harga yang lebih murah dengan produk yang serupa dengan pesaingnya; (3) promosi. pietro’s gelato melakukan promosi melalui pemasangan banner disetiap outlet-outlet yang ada serta mengikuti beberapa pameran yang diadakan di jakarta; (4) tempat. pietro’s gelato membuka outlet ice cream di daerah mal-mal besar serta dibeberapa sekolah di wilayah jakarta dan sekitarnya. matriks efe & ife total nilai ife yang diperoleh perusahaan adalah 2,9. hal tersebut mencerminkan bahwa perusahaan mempunyai posisi internal yang kuat karena berada di atas rata-rata yakni 2,5 (tabel 4). total nilai efe yang diperoleh perusahaan adalah 3.05. hal ini menjelaskan bahwa perusahaan merespon dengan baik peluang-peluang yang ada dalam industri ini dan menghindari ancamanancaman yang ada karena berada diatas nilai rata-rata yakni 2,5 (tabel 5). tabel 4 matrix ife pietro’s gelato strength bobot rating bobot*rating 1. murahnya harga jual yang ditawarkan 0.4 4 1.6 2. mudahnya perusahaan ini untuk berinovasi 0.2 4 0.8 sub total (strength) 0.6 weakness bobot rating bobot*rating 1. bentuk promosi yang ditawarkan masih kurang 0.2 1 0.2 2. baru mencakup sebagian kecil daerah pemasaran dari porsi yang ada 0.1 1 0.1 3. jumlah produksi yang belum stabil 0.05 2 0.1 4. kurangnya tenaga kerja 0.05 2 0.1 sub total (weakness) 0.4 total ife 1 2.9 144 journal the winners, vol. 9 no. 2, september 2008: 135-147 tabel 5 matriks efe pietro’s gelato opportunity bobot rating bobot*rating 1. meningkatnya teknologi informasi 0.3 4 1.2 2. masih banyaknya pusat-pusat perbelanjaan yang baru yang dapat menjadi target market yang baru 0.3 4 1.2 3. meningkatnya inovasi dalam industri mesin otomatis 0.05 3 0.15 sub total (opportunity) 0.65 threat bobot rating bobot*rating 1. ketatnya persaingan dalam industri yang serupa 0.1 2 0.2 2. munculnya pesaing-pesaing baru yang variatif 0.2 1 0.2 3. daya beli di beberapa wilayah kurang kuat 0.05 2 0.1 sub total (threat 0.35 total efe 1 3.05 matriks internal eksternal setelah dilakukan analisis dan evaluasi faktor ekternal dan internal pada sub bab sebelumnya, maka hasil tersebut dapat dimasukkan dalam matriks internal dan eksternal sebagai tahap pencocokan strategi perusahaan di mana nilai ife adalah 2,9 dan nilai efe adalah 3,05. total nilai ife t ot al n ila i e f e 4.00 kuat 3.00 – 4.00 3.00 sedang 2.00 – 2.99 2.00 lemah 1.00 – 1.99 1.00 tinggi 3.00 – 4.00 3.00 tumbuh dan bina strategi intensif : • penetrasi pasar • pengembangan pasar • pengembangan produk tumbuh dan bina strategi intensif : • penetrasi pasar • pengembangan pasar • pengembangan produk pertahankan dan pelihara • penetrasi pasar • pengembangan produk sedang 2.00 – 2.99 2.00 tumbuh dan bina strategi intensif : • penetrasi pasar • pengembangan pasar • pengembangan produk pertahankan dan pelihara • penetrasi pasar • pengembangan produk panen atau divestasi rendah 1.00 – 1.99 1.00 pertahankan dan pelihara • penetrasi pasar • pengembangan produk panen atau divestasi panen atau divestasi gambar 6 matriks ie pietro’s gelato daerah yang berwarna gelap merupakan tindakan strategis yang perlu dilakukan oleh pietro’s gelato, yaitu menumbuhkan dan membina jenis usaha yang telah dilakukan dengan strategi intensif seperti melakukan (1) penetrasi pasar. penetrasi pasar dilakukan dengan cara mempromosikan produkproduk yang telah ada secara gencar agar dapat meningkatkan penjualan; (2) pengembangan pasar. mengembangkan pasar dapat dilakukan dengan pembuatan situs web perusahaan yang memanfaatkan teknologi informasi dan komunikasi yang ada saat ini agar perusahaan dapat memperluat pasar yang ada dan memudahkan perusahaan memasuki pasar yang baru; (3) pengembangan produk. strategi pengembangan produk dilakukan dengan inovasi produk seperti penambahan jenis produk, pejualan produk dengan ukuran yang berbeda seperti penjualan secara literan dan penambahan rasa ice cream. implementasi strategi …...(idris gautama so; dkk) 145 matriks swot dari hasil evaluasi menggunakan matriks swot, dapat diidentifikasikan beberapa alternatif strategi dapat dijalankan perusahaan seperti pada gambar 7. kekuatan (strength) 1. murahnya harga jual yang ditawarkan. 2. mudahnya perusahaan ini untuk berinovasi. kelemahan (weakness) 1. bentuk promosi yang ditawarkan masih kurang. 2. baru mencakup sebagian kecil daerah pemasaran dari porsi yang ada. 3. jumlah produksi yang masih belum stabil. 4. kurangnya tenaga kerja. peluang (opportunity) 1. meningkatkan teknologi informasi dan komunikasi. 2. banyaknya pembangunan pusat-pusat perbelanjaan baru yang dapat memperluas pangsa pasar. 3. berkembangnya inovasi dalam industri mesin otomatis. strategi (so) 1. memanfaatkan internet untuk memperluas jangkauan pengenalan, pemasaran dan penjualan produk. (s2, o1). 2. pembukaan outlet-outlet dipusat-pusat perbelanjaan yang berada di jabodetabek (s1, o2). 3. memanfaatkan mesin dengan teknologi baru untuk menciptakan inovasi baru (s2, o3) strategi (wo) 1. meningkatkan cakupan pemasaran dan publikasi produk untuk menjangkau segmen yang belum terjangkau (w1, w2, o1, o2). 2. menggunakan teknologi mesin otomatis untuk membantu proses produksi (w3, w4, o3). ancaman (threat) 1. ketatnya persaingan dalam industri ice cream. 2. munculnya pesaing baru yang variatif. 3. tingkat perekonomian di luar jakarta lebih rendah. strategi (st) 1. menciptakan brand image “low price high quality” (s1, t1). 2. mampu menjangkau berbagai lapisan ekonomi masyarakat (s1, t3). 3. menciptakan inovasi-inovasi baru untuk mempertahankan pangsa pasar yang sudah ada dan meningkatkan daya saing perusahaan (s2, t2) strategi (wt) 1. meningkatkan pemasaran produk dengan menggunakan media-media yang ada (w1, w2, t1, t2, t3). 2. menambahkan jumlah pemasok bahan baku untuk menstabilkan produksi (w3, t1, t2). 3. melakukan pelatihan-pelatihan untuk meningkatkan keahlian dan kualitas tenaga kerja (w4, t1, t2). gambar 7 matriks swot pietro’s gelato tabel 6 marketspace matrix relationship stages c at eg or ie s of l ev er s awareness exploration / expansion commitment dissolution product o tampilan web dinominasi oleh gambar produk pietro’s gelato, agar pengunjung situs sadar dengan bidang yang digeluti perusahaan. o produk dibagi kedalam dua jenis, yaitu produk ice cream dan beverages. o terdapat fasilitas contact us bagi pengunjung situs yang ingin menanyakan mengenai perihal produk. o menggunakan interface yang sederhana sehingga mudah untuk dimengerti oleh pengunjung situs. o fasilitas email subscriber yang disediakan perusahaan untuk menyebarkan informasi mengenai produk dan layanan yang ditawarkan. o memberikan fasilitas pengiriman pemesanan melalui internet, agar pelanggan tidak dibebani dengan masalah pengiriman. o adanya pesaing kuat sejenis yang memberikan fasilitas lebih daripada yang ditawarkan pietro’s gelato. o tidak diproduksinya lagi jenis rasa ice cream tertentu, sehingga membuat pelanggan membatalkan pemesanan. 146 journal the winners, vol. 9 no. 2, september 2008: 135-147 pricing o penawaran harga menarik yang diberikan oleh perusahaan. o memberi diskon untuk pembelian dalam jumlah tertentu. o fasilitas contact us bagi pelanggan untuk menanyakan harga produk yang ditawarkan. o memberikan informasi update mengenai promopromo yang ada melalui tampilan situs dan email subscriber. o memberikan potongan harga kepada pelanggan dalam jumlah tertentu. o harga promo yang ditawarkan oleh pesaing sejenis lebih menarik daripada harga yang ditawarkan oleh perusahaan. communication o pendaftaran pada search engine. o pemakaian email subscriber untuk exploration. o fasilitas email subcriber dan contact sebagai sarana komunikasi dengan pelanggan. o pelanggan yang telah mendaftarkan emailnya pada email subcriber tidak aktif lagi. community o fasilitas email subcriber bagi anggota yang ingin mendaftarkan emailnya. o interface yang sederhana serta site map yang memudahkan pengunjung situs menjelajah web. o perusahaan harus mengontrol pengiriman informasi melalu email subcriber agar tidak banjir informasi dalam email pelanggan. o pelanggan atau perusahaan memutuskan hubungan karena tidak ada tanggapan dari kedua belah pihak dalam jangka waktu yang lama. distribution o menyediakan saluran distribusi online yang memudahkan pelanggan mengakses informasi yang disediakan perusahaan. o meningkatkan nilai saluran distribusi online. o saluran distribusi online memberikan tanggapan yang diperlukan oleh pelanggan sehingga terjalin commitmentantar a perusahaan dengan pelanggan. o pelanggan memutuskan hubungan karena merasa saluran distribusi yang disediakan perusahaan tidak memiliki manfaat yang besar. branding o melakukan promosi yang cukup gencar sehingga masyarakat sadar akan keberadaan perusahaan. o mengirimkan email secara berkala kepada email yang telah didaftarkan oleh pelanggan. o membangun kepercayaan masyarakat terhadap image brabd yang diciptakan oleh perusahaan. o image perusahaan menjadi buruk dimata masyarakat karena berbagai faktor. penutup penerapan strategi e-marketing atau internet marketing dalam sebuah perusahaan dapat memberikan keuntungan jika disesuaikan dengan strategi perusahaan. melalui tahap analisis dan identifikasi permasalahan yang telah dilakukan pada pietro’s gelato, maka strategi yang paling tepat dilakukan oleh pietro’s gelato adalah strategi tumbuh dan bina, di mana penetrasi pasar, pengembangan pasar, dan pengembangan produk merupakan langkah yang akan diambil oleh perusahaan. pietro’s gelato akan melakukan promosi yang lebih gencar lagi guna meningkatkan penjualan serta dengan menerapkan internet marketing melalui pembuatan website menjadi salah satu alternatif pietro’s gelato dalam melakukan pengembangan pasar. pengembangan produk dilakukan pietro’s gelato dengan menyediakan variasi ukuran produk yang dijual. pelaksanaan strategi ini secara keseluruhan memiliki tujuan agar dapat meningkatkan daya saing perusahaan serta memperluas jangkauan pasar. dengan melakukan perluasan jangkauan pasar, diharapkan dapat meningkatkan penjualan pietro’s gelato dan meningkatkan laba yang diperoleh perusahaan. implementasi strategi …...(idris gautama so; dkk) 147 penerapan strategi internet marketing yang secara umum memberikan nilai positif bagi perusahaan, dilakukan tidak hanya sampai tahap pembuatan situs web saja. diharapkan situs web yang dibuat untuk pietro’s gelato diimplementasikan serta dijalankan untuk mendukung proses bisnis perusahaan. setelah situs web dijalankan, maka perusahaan akan melakukan hosting untuk mendapatkan domain bagi alamat situs pietro’s gelato. pengembangan terhadap situs web pietro’s gelato akan dilakukan jika diperlukan setelah melalui tahap analisis kinerja situs web yang dilakukan oleh perusahaan. pemeliharaan juga harus dilakukan oleh pihak perusahaan agar situs web yang telah dijalankan dapat digunakan oleh perusahaan maupun pelanggan secara maksimal. daftar pustaka chaffey, d. (2000). internet marketing: strategy, implementation, and practice, prentice hall. david, f. (2004). manajemen strategis, gramedia pustaka utama. hariadi, b. (2003). strategi manajemen, jakarta: banyu media publishing. kotler, p. (2004). principles of marketing, 10th ed., new jersey: prentice hall inc. mohammed, r.a., robert j.f., brenard j.j., and gordon j. p. (2004). internet marketing: building advantage in a networked economy, prentice hall. mulyadi. (2001). sistem akutansi, edisi ketiga, jakarta: salemba empat. o’brien, j.a. (2003). introduction to information system, mcgraw-hill. pearce, j., and richard b.r. (2000). strategic management: formulation, implementation and control, malaysia: mcgraw hill. rangkudi, f. (2004). analisis swot: teknik membedah kasus bisnis, gramedia pustaka utama. strauss, j. (2001). e-marketing, prentice hall. diakses pada 8 desember 2007, dari http://www.sinarharapan.co.id/berita/0712/08/jab01.html. diakses pada 30 desember 2007, dari http://www.tempointeractive.com/hg/jakarta/2007/12/30/brk,20071230-114456,id.html, diakses pada 19 september 2008, dari http://www.tangerangkota.go.id/view.php?mode=56&sort_no=75. diakses pada 4 januari 2006, dari http://www.detikinet.com/read/2006/01/04/071658/511981/131/apbd-bogor-alami-defisit-rp103-miliar. diakses pada 24 september 2008, dari http://www.detiknews.com/index.php/detik.read/tahun/2008/bulan/02/tgl/11/time/181837/idne ws/892222/idkanal/10. diakses pada 9 september 2008, dari http://www.apjii.or.id. microsoft word 05_e.a. kuncoro.doc analisis pengaruh lingkungan… (engkos achmad kuncoro) 165 analisis pengaruh lingkungan terhadap modal intelektual organisasi engkos achmad kuncoro1 abstract the research purpose was to describe and analyze how far the influence of external and organization environment as independent variable to individual intellectual competence transformation process to become organization intellectual capital, as dependent variable. the research method used in this research is the survey method with quantitative approach. research result show that exogen variable of external environment le) has influence of 0.565 or 56.5%, and 0,661 or 66,1 % of variable organization climate (iko) to intellectual competence (kii) as intervening variable. meanwhile intervening kii variable has influence of 0.609 or 60.9% on intellectual capital (ino) as endogen variable. keywords: external and organization environment, organization intellectual capital abstrak tujuan penelitian adalah mendeskripsikan dan menganalisis seberapa jauh pengaruh lingkungan (eksternal dan iklim organisasi) sebagai variabel independen pada proses transformasi kompetensi intelektual individu menjadi modal intelektual organisasi, sebagai variabel dependen. metode penelitian yang digunakan dalam penelitian ini adalah metode survei dengan pendekatan kuantitatif. hasil penelitian menunjukkan bahwa variabel eksogen lingkungan eksternal (le) memiliki pengaruh sebesar 0.565 atau 56.5% terhadap variabel intervening kompetensi intelektual (kii), variabel eksogen iklim organisasi (iko) sebesar 0.661 atau 66.1% terhadap variabel intervening kii, dan variabel intervaning kii memiliki pengaruh sebesar 0.609 atau 60.9% terhadap variabel endogen modal inteletual individu (ino). kata kunci: lingkungan eksternal dan organisasi, modal intelektual organisasi 1 jurusan manajemen, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, eak@binus.ac.id journal the winners, vol. 8 no. 2, september 2007: 165-183 166 pendahuluan sebagaimana diketahui bahwa persaingan yang dihadapi oleh perguruan tinggi swasta (pts) makin lama makin ketat, hal itu karena masing-masing pts berusaha menarik para pelanggan masuk dalam lingkungannya. pts tidak hanya ingin survive dengan memperoleh jumlah mahasiswa yang cukup dan bermutu tetapi juga pts ingin mengembangkan dirinya menjadi pts yang mampu menghasilkan lulusan yang bermutu agar dapat diserap oleh lapangan kerja, baik di dalam negeri maupun di luar negeri. persaingan yang kini dihadapi oleh perguruan tinggi, tidak terkecuali universitas bina nusantara sebagai salah satu perguruan tinggi swasta di jakarta barat, adalah masalah mutu. mutu, tercakup di dalamnya ialah mutu mahasiswa, dosen, karyawan, fasilitas (gedung, peralatan, dan perlengkapan pendidikan), pelayanan, sistem yang digunakan, dan proses belajar mengajar. jika mutu komponen pendidikan baik maka diharapkan mutu lulusan juga baik. mutu lulusan yang baik akan mudah diserap oleh pasar kerja. salah satu indikator bahwa pts mampu bersaing dan dapat memenangkan persaingan ialah pts itu diminati oleh masyarakat, pelanggan, dan pengguna lulusannya. minat itu tidak hanya terhadap lulusan pts tetapi juga minat untuk memasuki pts serta minat untuk memberikan kepercayaan kepada pts mengadakan kerja sama dan mengadakan hubungan kerja. untuk dapat diminati, perguruan tinggi harus bermutu dan memiliki reputasi yang baik. bermutu artinya memenuhi kriteria permintaan masyarakat, tidak hanya terbatas pada mutu produk dalam dunia pendidikan, termasuk yang penting adalah mutu proses. untuk mencapai mutu yang diinginkan dalam menghadapi persaingan, pts harus memiliki modal, selain modal fisik, terutama harus memiliki modal pengetahuan yang cukup. modal pengetahuan itu berasal dari seluruh anggota pts, terutama dosen, dalam bentuk kompetensi intelektual guna melaksanakan proses pembelajaran dan proses pelayanan kepada para pelanggannya (mahasiswa, orang tua, instansi bisnis, dan pemerintahan). dengan demikian, penting bagi pts untuk dapat mentransformasikan kompetensi intelektual yang dimiliki oleh dosen menjadi modal intelektual pts (organisasi) yang dapat digunakan untuk menghadapai para pesaing. bertitik tolak dari kondisi tersebut maka penelitian ini dilakukan. sebagai unit analisis, dipilih fakultas ekonomi sebagai salah fakultas di universitas bina nusantara. fakultas ekonomi ubinus berdiri tahun 1996 dan per semester ganjil 2007 memiliki jumlah dosen home base sebanyak 84 orang, part time sebanyak 88 orang sehingga total menjadi 172 orang. tujuan penelitian untuk adalah mengindentifikasikan dimensi lingkungan eksternal organisasi perguruan tinggi swasta, khususnya di universitas bina nusantara; untuk mengetahui seberapa signifikan pengaruh kompetensi intelektual individu dosen terhadap modal intelektual organisasi; untuk menguji secara empirik seberapa signifikan pengaruh lingkungan eksternal persaingan terhadap kompetensi intelektual individu menjadi modal intelektual organisasi; untuk mengetahui adakah perbedaan pengaruh jabatan akademik dosen, tingkat pendidikan dosen, dan pengalaman kerja dosen terhadap kompetensi intelektual dosen menjadi modal intelektual organisasi. analisis pengaruh lingkungan… (engkos achmad kuncoro) 167 tinjauan pustaka pendidikan adalah proses pengubahan sikap dan tata laku seseorang atau kelompok orang dalam usaha mendewasakan manusia melalui upaya pengajaran dan latihan (kamus besar bahasa indonesia, 1996:204). sementara, dalam undang-undang no. 20 tahun 2003 tentang sistem pendidikan nasional, pasal 1, ayat 1, menyebutkan: “pendidikan adalah usaha sadar dan terencana untuk mewujudkan suasana belajar dan proses pembelajaran agar peserta didik secara aktif mengembangkan potensi dirinya untuk memiliki kekuatan spiritual keagamaan, pengembangan diri, kepribadian, kecerdasan, akhlak mulia, serta keterampilan yang diperlukan dirinya, masyarakat, bangsa dan negara”. dengan demikian, pendidikan adalah suatu proses pengembangan manusia hingga manusia itu tumbuh optimal sebagai manusia yang beradab tinggi. pendidikan dengan berbagai programnya mempunyai peran penting dalam proses memperoleh dan meningkatkan mutu kemampuan profesional individu, melalui pendidikan, seseorang dipersiapkan untuk memiliki bekal agar siap tahu, mengenal dan mengembangkan metode berfikir secara sistematik sehingga mampu memecahkan masalah yang akan dihadapi dalam kehidupan di kemudian hari. masalah yang dihadapi perguruan tinggi (pt) sekarang ini secara umum adalah pemerintah tengah reorientasi regulasi di bidang pendidikan secara total, sarana dan pra sarana pt masih belum merata, hasil akreditasi ternyata masih belum mampu mencerminkan keadaan yang sebenarnya (baik bagi pt maupun alumni), masih terdapat dosen dan mahasiswa yang terlibat proses belajar mengajar tidak dengan konsep sebagaimana semestinya (bahkan cenderung melihatnya sebagai proses entertain saja), dan laju pembiayaan pendidikan yang terus meningkat. pasar global menuntut pengembangan kurikulum dan silabus termasuk peran dosen dan manajemen pt. pt harus menjadi daya penggerak yang dinamis bagi proses modernisasi yang dapat mengusahakan penemuan arah modernisasi menuju pembangunan masyarakat masa depan. pengembangan sistem ditujukan kepada penegakan suatu sistem pendidikan tinggi di indonesia secara menyeluruh. manusia sebagai makhluk sosial memerlukan organisasi dalam rangka interaksinya dengan sesama manusia atau dengan lingkungan. hampir setiap sendi kehidupan tidak lepas dari organisasi, baik yang sifatnya formal maupun infornal. akan tetapi, semua organisasi baik formal maupun informal, disatukan dan dipertahankan kesatuannya oleh kelompok orang yang melihat bahwa ada manfaat untuk bekerja sama ke arah sasaran yang sama. menurut stoner (1995), elemen yang sangat mendasar dalam organisasi apapun adalah sasaran (goals) atau tujuan. semua organisasi juga mempunyai beberapa program atau metode untuk mencapai sasaran, yaitu rencana, karena tanpa rencana yang harus dikerjakan, kemungkinan besar tidak ada organisasi yang bertindak efektif. journal the winners, vol. 8 no. 2, september 2007: 165-183 168 untuk mencapai sasaran, organisasi harus memiliki dan mengalokasikan sumber daya yang perlu. semua organisasi tergantung pada organisasi lain untuk sumber daya yang mereka perlukan. sebuah perguruan tinggi tidak dapat menjalankan proses pembelajaran tanpa dukungan peralatan yang diperlukan, dan peralatan itu harus dibuat oleh organisasi lain. semua organisasi mempunyai orang yang bertanggung jawab terhadap organisasi dalam mencapai sasarannya, orang itu disebut manager, dan manager dalam mengelola organisasi menjalankan fungsi manajemen. menurut jones (dalam moedjadi, 2005), organisasi adalah suatu alat yang digunakan oleh manusia, baik secara individu maupun kelompok, untuk mencapai tujuan. suatu organisasi mengandung kumpulan pengetahuan, nilai, dan pandangan orang yang secara sadar (dan kadang tidak sadar) berusaha untuk memperoleh sesuatu yang mereka inginkan atau yang berharga. sumber: jones (dalam moedjadi, 2005) gambar 1 bagaimana suatu organisasi menciptakan nilai suatu organisasi mengandung kumpulan pengetahuan, nilai, dan pandangan orang secara sadar, berusaha untuk memperoleh sesuatu yang mereka inginkan atau yang berharga. suatu organisasi adalah suatu respon dan alat untuk menciptakan nilai yang memberikan kepuasan kepada kebutuhan manusia. lingkungan eksternal adalah lingkungan yang berada di luar sistem organisasi dan karena itu tidak dapat dikendalikan oleh organisasi. bagi organisasi pendidikan, lingkungan eksternal, meliputi ekonomi, politik, keamanan, kebudayaan, agama, kebijakan pemerintah, norma dan nilai, taraf hidup, teknologi, demografi, globalisasi, persaingan, dan lainnya. analisis pengaruh lingkungan… (engkos achmad kuncoro) 169 kolb et al. (1991) mengukur iklim menurut persepsi para anggotanya melalui perbedaan antara iklim yang ada dan yang diharapkan dengan tujuh dimensi, diantaranya yang digunakan dalam penelitian ini, yaitu imbalan/penghargaan, semangat kelompok/hubungan kerja, kejelasan kerja, dan kepemimpinan. sesuai dengan kepustakaan dan kajian penelitian tentang iklim organisasi, iklim organisasi dapat berperan sebagai variabel independen dan dependen maupun intervening serta variabel penengah (moderator). menurut spencer dan spencer (1993:13) motif (motive), watak (trait), dan konsep diri (self concept), serta pengetahuan (knowledge) dapat menggambarkan karakteristik individu yang mana kemauan berakibat pada hasil kinerja seperti digambarkan sebagai berikut. intent tindakan hasil motif keterampilan watak konsep diri pengetahuan sumber: spencer dan spencer, 1993 gambar 2 model hubungan pengaruh karakteristik individu terhadap kinerja pekerjaan spenser dan spenser (1993) membagi kompetensi individu menjadi enam kelompok, dimana masing-masing kelompok tersebut terdiri dari lima sampai enam kompetensi, kelompok kompetensi ini diantaranya adalah sebagai berikut: (1) semangat untuk berprestasi dan bertindak (achievement and action) yang mencakup kompetensi: orientasi prestasi (achievement orientation), penilaian terhadap kerapian, mutu, dan ketelitian (concern for order); inisiatif (initiative), yaitu bertindak melebihi yang dibutuhkan atau diharapkan. (2) kemampuan pelayanan (helving and human services) yang mencakup kompetensi: empati (interpersonal understanding), orientasi pelayanan dan kepuasan pelayanan atau kepuasaan pelanggan (customer services orientation). (3) kemampuan mempengaruhi orang lain (the impact an influence) yang mencakup kompetensi: pengaruh strategis mendukung dan mempengaruhi (impact an influence), kesadaran berorganisasi (organization awarenes), membangun hubungan kerja (relation building). (4) kemampuan manajerial (managerial) yang mencakup kompetensi: kemampuan memberi dukungan (develoving others), keberanian memberi perintah dan memanfaatkan kekuasaan jabatan (directiveness assertivenes an news of posisitional power), kerja kelompok dan kerja sama (teamwork an cooperation), kepemimpinan kelompok (team leadership). (5) daya pikir atau kemampuan keahlian (cognitif) yang karakteristik individu perilaku performance journal the winners, vol. 8 no. 2, september 2007: 165-183 170 mencakup kompetensi: berpikir analistis (analitical thinking), berpikir konseptual (conceptual thinking), keahlian teknis (exspertise). (6) efektivitas individu (personal effectiveness) yang mencakup kompetensi: pengendalian diri ( self control), kepercayaan diri (self confidence), fleksibilitas (flexsibility), dan komitmen pada organisasi. modal intelektual organisasi stewart (dalam moedjadi, 2005:96), modal intelektual adalah jumlah semua hal yang diketahui dan diberikan oleh semua orang dalam perusahaan/organisasi yang memberikan keunggulan bersaing. sifat modal intelektual tidak berwujud karena itu diistilahkan sebagai modal maya. modal intelektual didefinisikan sebagai materi intelektual, pengetahuan, informasi, hak pemilikan intelektual, pengetahuan yang dapat digunakan untuk menciptakan kekayaan. termasuk dalam modal intelektual ialah pengetahuan, tenaga kerja, institusi tim ahli atau keahlian tenaga kerja yang menghasilkan seribu macam alternatif untuk meningkatkan kemampuan organisasi. menurut hidayat (2001), dimensi modal intelektual terbagi atas: a) modal intelektual internal (perilaku belajar dan berinovasi), yaitu kebiasaan dan keberanian para anggota organisasi untuk berbagi ide, pendapat, nasihat, serta semangat untuk terus belajar memperdalam dan memperluas pengetahuan dan keahlian baru; b) modal intelektual eksternal, yaitu semangat untuk meningkatkan modal struktural organisasi, teknologi inti yang strategik, quick responses. lebih jauh stewart (dalam moejadi, 2005:101) menyatakan bahwa perusahaan yang menguasai pengetahuan adalah perusahaan yang menang dalam persaingan dalam abad ke-21. hal itu karena pengetahuan merupakan faktor yang sangat penting dalam produksi dan aset pengetahuan merupakan produsen yang kuat atas kesehatan organisasi. organisasi dan kepemimpinan yang menguasai pengetahuan akan daya saing yang tinggi. metode penelitian penelitian ini dimaksudkan untuk mengungkap gambaran tentang pengaruh lingkungan eksternal dan iklim organisasi terhadap proses transformasi kompetensi intelektual individu dosen fe ubinus menjadi modal intelektual organisasi fe ubinus (gambar 3). sasaran penelitian ini adalah dosen home base dan part time fakultas ekonomi, universitas bina nusantara yang dipilih berdasarkan sampel. sebagai alat pengumpul data digunakan kuesioner yang dilengkapi dengan studi dokumen sedangkan metode yang dipilih adalah metode survey dengan pendekatan kuantitatif. analisis pengaruh lingkungan… (engkos achmad kuncoro) 171 untuk penentuan sampel atau responden penelitian dilakukan dengan rumus berikut (riduwan & kuncoro, 2007). 1nd n n 2 + = keterangan : n = jumlah sampel n = jumlah populasi d2 = presisi yang ditetapkan berdasarkan data pada fakultas ekonomi ubinus per semester ganjil 2007 jumlah dosen sebanyak 172 orang, dengan tingkat kesalahan 6% maka diperoleh hasilnya sampelnya menjadi: 106 orang dosen. gambar 3 model dasar penelitian tabel 1 kisi pernyataan variabel dependent (x1 dan x2) variabel dimensi indikator lingkungan eksternal (le) 1. persaingan dalam harga atau biaya pendidikan jumlah biaya pendidikan sistem pembayaran biaya pendidikan 2. persaingan dalam kualitas atau mutu pelayanan peraturan-peraturan biaya perkuliahan sistem informasi akademik program studi 3. persaingan dalam mutu dosen mutu dosen mutu fasilitas mutu lulusan 4. persaingan dalam promosi tingkat frekuensi jenis promosi za2 modal intelektual organisasi za1 kompetensi intelektual individu variabel independen  variabel dependen  variabel intervening  lingkungan eksternal iklim organisasi variabel independen  journal the winners, vol. 8 no. 2, september 2007: 165-183 172 variabel dimensi indikator iklim organisasi (iko) 1. kepemimpinan visioner kreativitas mentor (coaching) 2. sistem penghargaan intrinsic reward extrinsic reward carrier planning 3. semangat kerja kelompok hubungan kerja sama antar dosen hubungan kerja dalam penelitian 4. kejelasan aturan relevansi aturan birokrasi sederhana sumber: senge, 1990 tabel 2 kisi pernyataan variabel intervening (y3) variabel dimensi indikator kompetensi intelektual individu (kii) 1. kemampuan berprestasi dan keahlian professional berorientasi pada mutu dan ketepatan mencari informasi 2. kemampuan untuk membantu orang lain beorientasi pada kepuasan pelanggan empati 3. kemampuan kognitif kemampuan berfikir analitis kemampuan berfikir konsep 4. kemampuan mempengaruhi orang lain kemampuan atau keinginan untuk meyakinkan, mempengaruhi, dan memberikan kesan kepada orang lain agar memberikan dukungan kepada dirinya 5. kemampuan manajerial kemampuan dan kemauan untuk memimpin 6. kematangan pribadi percaya diri komitmen pada organisasi sumber: (spencer & spencer, 1993 dan diolah penulis) analisis pengaruh lingkungan… (engkos achmad kuncoro) 173 tabel 3 kisi pernyataan variabel independent (y4) variabel dimensi indikator intelektual organisasi (ino) 1. belajar dan berinovasi berprestasi semangat berinovasi berkomunikasi semangat belajar 2. modal struktur dan teknologi peta pengetahuan dan keahlian anggota organisasi memahami profil pesaing dan pelanggan pengakuan atas kompetensi intelektualnya pengakuan atas keunggulan produk mampu belajar dari pengalaman kesalahan 3. cepat tanggap kemampuan dan kemauan menanggapi keluhan pelanggan sumber: (spencer & spencer, 1993 dan diolah penulis) hasil dan analisis penelitian penilaian model fit dalam konsep dasar structural equation modeling (sem) terdapat tujuh prosedur dalam membuat suatu model (lisrel, 2006), antara lain spesifikasi model (model specification), identifikasi (identification), estimasi (estimation), uji kecocokan (testing fit) atau penilaian model fit, kecocokan keseluruhan model (overall model fit), kecocokan model pengukuran (measurement model fit) yang terdiri dari validitas dan realibilitas, kecocokan model structural (structural model fit), dan respesifikasi (respesification) atau modifikasi model. spesifikasi model (model specification) berdasarkan teori yang telah dipaparkan sebelumnya, dihipotesiskan bahwa terdapat hubungan dan pengaruh antara variabel eksogen (iklim organisasi = iko dan lingkungan eksternal = le) dan variabel latennya (model intelektual organisasi = ino) dengan variabel antara/interveningnya (kompetensi intelektual individu = kii). dari gambar 4 (path diagram awal) dapat diindetifikasikan sebagai berikut: variabel le (lingkungan eksternal) diukur dengan instrument yang terdiri dari 10 item pernyataan, dimulai dari a1 – a10; variabel iko (iklim organisasi) diukur dengan instrument yang terdiri dari 10 item pernyataan, dimulai dari b1 – b10; variabel kii (kompetensi intelektual individu) diukur dengan instrument yang terdiri dari 10 item pernyataaan, dimulai dari c1 – c10; variabel ino (intelektual organisasi) diukur dengan instrument yang terdiri dari 10 item pernyataan, dimulai dari d1 – d10 (gambar 4). journal the winners, vol. 8 no. 2, september 2007: 165-183 174 sumber: hasil pengolahan data (2007) gambar 4 path diagram awal le iko kii ino a2 a1 a3 a4 a5 a6 a7 a8 a9 a10 b1 b2 b3 b4 b5 b6 b7 b8 b9 b10 c1 c2 c3 c4 c5 c6 c7 c8 c9 c10 d1 d2 d3 d4 d5 d6 d7 d8 d9 d10 analisis pengaruh lingkungan… (engkos achmad kuncoro) 175 hasil akhir penilaian model fit dari output completely standarized solution: completely standardized solution lambda – x1 lingkungan eksternal a2 0,589 a3 0,689 a4 0,617 a5 0,700 a7 0,785 a9 0,885 gamma intelektual individu lingkungan exsternal 0,565 lambda – x2 iklim organisasi b1 0,522 b2 0,504 b3 0,681 b4 0,669 b5 0,572 b7 0,575 b8 0,669 b10 0,569 gamma intelektual individu iklim organisasi 0,661 journal the winners, vol. 8 no. 2, september 2007: 165-183 176 lambda – y3 intelektual individu c2 0,496 c3 0,696 c4 0,685 c5 0,785 c6 0,800 c10 0,532 lambda – y4 intelektual organisasi d1 0,727 d3 0,632 d7 0,682 d8 0,522 d9 0,617 d10 0,687 gamma intelektual organisasi intelektual individu 0,609 analisis pengaruh lingkungan… (engkos achmad kuncoro) 177 hasil akhir model konstruk penelitian sumber : hasil pengolahan data (2007) gambar 5 model konstruk final hubungan le, iko terhadap kii dan ino a2 sistem a3 peraturan a4 sistem informasi akademik a5 program studi a7 mutu fasilitas a8 mutu lulusan b1 visioner b2 kreativitas b4 intrinsik reward b5 ekstrinsik b7 hubungan kerjasama antar b8 hub. kerjasama dalam penelitian b10 birokrasi lingkungan eksternal (le) iklim organisasi (iko) c2 mencari c3 berorientasi pd kepuasan c4 empati c5 kemampuan berpikir analistis c6 kemampuan berpikir konsep c10 komitmen pada organisasi kompetensi intelektual individ intelektual organisasi (ino) d1 berprestasi d3 berkomunikasi d7 pengakuan atas kompetensi d8 kemampuan dan kemauan keluhan d9 pengakuan atas keunggulan d10 mampu belajar dari pengalaman journal the winners, vol. 8 no. 2, september 2007: 165-183 178 0.570 0.608 0.647 0.436 0.708 0.872 0.638 0.703 0.556 0.505 0.408 0.765 0.667 0.712 0.639 0.706 0.885 0.657 0.703 0.784 0.529 0.661 0.837 0.671 0.635 0.565 0 589 0.56 0.66 0.57 0.54 0.66 0.68 0.50 0.52 0.88 0.78 0.70 0.61 0.68 0.72 0.63 0.68 0.52 0.61 0.68 0.49 0.69 0.68 0.78 0.80 0.53 0.60 0.66 0.56 a2 a3 a4 a5 a7 a8 b1 b2 b3 b4 b5 b7 b8 c2 c3 c4 c5 c6 c10 d1 d3 d7 d8 d9 d10 b10 le iko kii ino sumber: hasil pengolahan data (2007) gambar 6 output path diagram fit analisis pengaruh lingkungan… (engkos achmad kuncoro) 179 keterangan hubungan antarvariabel variabel tersebut, baik variable measured (latent) maupun observed (indicator), merupakan variabel yang paling optimal sehingga membentuk model yang fit sesuai gambar path output tersebut karena nilai masing-masing variabel yang >0.05. berikut adalah penjelasan hubungan antarvariabel. le (lingkungan eksternal • indikator a2 dapat menjelaskan variabel eksogennya le (lingkungan eksternal) sebesar 0.589 atau sebesar 58,9%, dan 41,1% dijelaskan oleh variabel selain a2 dengan tingkat kesalahan 87,2%. • indikator a3, a4, a5, a7 dan a8, cara membacanya sama dengan cara membaca indikator a2. iko (iklim organisasi) • indikator b1 dapat menjelaskan variabel eksogennya iko (iklim organisasi) sebesar 0.522 atau sebesar 52,2%, dan 47,8% dijelaskan oleh variabel selain b1 dengan tingkat kesalahan 76,5%. • indikator b2, b3, b4, b5, b7, b8 dan b10 cara membacanya sama dengan cara membaca indikator b1. kii (kompetensi intelektual individu) • indikator c2 dapat menjelaskan variable interveningnya kii (kompetensi intelektual individu) sebesar 0.496 atau sebesar 49,6%, dan 51,4% dijelaskan oleh variabel selain c2 dengan tingkat kesalahan 83,7%. • indikator c3, c4, c5, c6, dan c10, cara membacanya sama dengan cara membaca indikator c2. nilai optimal (a) dan (b) • nilai optimal dari keseluruhan indicator a terhadap le yang mempengaruhi kii sebesar 0.565. • nilai optimal dari keseluruhan indicator b terhadap iko yang mempengaruhi kii sebesar 0.661. ino (intelektual organisasi) • indikator d1 dapat menjelaskan variable endogennya ino (intelektual organisasi) sebesar 0.727 atau sebesar 72,7%, dan 27,3% dijelaskan oleh variabel selain d1 dengan tingkat kesalahan 57,0%. • indikator d3, d7, d8, d9, dan d10, cara membacanya sama dengan cara membaca indikator d1. journal the winners, vol. 8 no. 2, september 2007: 165-183 180 analisis hasil penelitian nilai optimal keseluruhan • nilai optimal dari keseluruhan indicator c serta variabel le dan iko terhadap kii yang mempengaruhi ino sebesar 0.609 simpulan • tidak ada hubungan langsung antarindikator, baik dalam satu variabel maupun antar variabel. • masing-masing indikator mempengaruhi secara langsung setiap variabel latentnya. • mulai dari variabel latent kii, selain dipengaruhi oleh indikatornya juga dipengaruhi oleh varibel latent sebelumnya, yakni, le, dan iko. demikian juga pada variabel ino. • berarti, variabel eksogen le memiliki pengaruh sebesar 0.565 atau 56.5% terhadap variabel intervening kii, variable eksogen iko sebesar 0.661 atau 66.1% terhadap variabel intervaning kii, dan variabel intervaning kii memiliki pengaruh sebesar 0.609 atau 60.9% terhadap variabel endogen ino. atau dengan kata lain yang diterima adalah ho: lingkungan eksternal dan iklim organisasi berpengaruh terhadap kompetensi intelektual individu dan modal intelektual organisasi. validasi konstruk model konstruk penelitian yang sudah disusun sebelumnya perlu diuji validitasnya menggunakan software lisrel 8.30. koefisien model persamaan struktur yang diperoleh merupakan koefisien validitas konstruk variabel yang diukur (joreskog dan sorbon, 1993). hasil pengukuran model persamaan strukturnya, seperti dijelaskan dalam tabel 4. tabel 4 hasil pengukuran model persamaan struktural variabel kompetensi intelektual individu (kii) no. persamaan struktural variasi kesalahan r2 simpangan baku nilai t (1,96) 1 c2 = 0.496*c 0.837 0.13 0.13 2.95 2 c3 = 0.696*c 0.671 0.14 0.14 3.24 3 c4 = 0.685*c 0.635 0.14 0.14 3.08 4 c5 = 0.785*c 0.565 0.10 0.10 4.32 5 c6 = 0.800*c 0.436 0.084 0.084 3.04 6 c10 = 0.532*c 0.708 0.089 0.089 5.27 sumber: hasil pengolahan data (2007) variabel kompetensi intelektual individu (kii) tabel 4 adalah hasil pengukuran model persamaan strukturan variabel kompetensi intelektual individu (kii). dari tabel tersebut dapat diambil simpulan sebagai analisis pengaruh lingkungan… (engkos achmad kuncoro) 181 berikut. pertama, tidak terdapat satu variabel manifes yang memiliki nilai t (perbandingan antara estimasi dan standar kesalahan, joreskog dan sorbom, 1993) lebih kecil dari 1,96. hal itu berarti bahwa hampir semua variabel manifes tersebut memiliki pengaruh yang signifikan terhadap variabel laten. kedua, tidak terdapat variabel yang memiliki bobot faktor lebih kecil daripada 0,3. hal itu berarti semua variabel manifes memiliki pengaruh yang sigifikan terhadap variabel laten. ketiga, variabel manifes c2: (pernyataan tentang dalam membuat keputusan, saya biasa melakukan cukup berani setelah saya mengetahui permasalahannya terlebih dahulu) memiliki bobot paling rendah. oleh karena itu, apabila ingin meningkatkan kompetensi intelektual individu dosen, perlu diusahakan agar program dimasa yang akan datang perlu difokuskan pada variabel manifes yang memiliki bobot faktor relatif rendah, yaitu dengan memberikan motivasi lebih kepada para dosen untuk berani mengambil risiko terhadap apa yang menjadi beban dan tanggung jawabnya, mungkin dengan lebih banyak bicara dari hati ke hati. keempat, bobot paling tinggi dihasilkan oleh variabel manifes c6 (pernyataan tentang universitas kami selalu menyediakan dosen dan karyawan untuk mengikuti pendidikan dan pelatihan secara merata). hal itu berarti bahwa kemampuan berfikir konsep atau kemampuan kognitif merupakan indikator yang paling dominan untuk mewujudkan kompetensi intelktual individu (tabel 5). tabel 5 hasil pengukuran model persamaan struktural variabel modal intelektual organisasi (ino) no. persamaan struktural variasi kesalahan r 2 simpangan baku nilai t (1,96) 1 d1 = 0.727*d 0.570 0.51 0.062 8.32 2 d3 = 0.632*d 0.608 0.44 0.077 6.70 3 d7 = 0.682*d 0.647 0.28 0.075 9.43 4 d8 = 0.522*d 0.784 0.560 0.075 9.06 5 d9 = 0.617*d 0.529 0.52 0.087 5.88 6 d10 = 0.687*d 0.661 0.22 0.065 9.34 sumber: hasil pengolahan data (2007) variabel modal intelektual organisasi (ino) tabel 5 adalah hasil pengukuran model persamaan strukturan variabel modal intelektual organisasi (ino). dari tabel tersebut dapat diambil simpulan sebagai berikut. pertama, tidak terdapat satu variabel manifes yang memiliki nilai t (perbandingan antara estimasi dan standar kesalahan, joreskog dan sorbom, 1993) lebih kecil dari 1,96. hal itu berarti bahwa hampir semua variabel manifes tersebut memiliki pengaruh yang signifikan terhadap variabel latennya. kedua, tidak terdapat variabel yang memiliki bobot faktor lebih kecil daripada 0,3. hal itu berarti semua variabel manifes memiliki pengaruh yang sigifikan terhadap variabel laten. journal the winners, vol. 8 no. 2, september 2007: 165-183 182 ketiga, variabel manifes d8: (pernyataan tentang keluhan yang datang dari para pengguna jasa selalu ditanggapi dengan sungguh-sungguh oleh universitas kami) memiliki bobot paling rendah. oleh karena itu, apabila ingin meningkatkan intelektual organisasi perlu diusahakan agar program di masa yang akan datang perlu difokuskan pada variabel manifes yang memiliki bobot faktor relatif rendah, yaitu dengan menanggapi setiap keluhan sekecil apapun dengan memberikan jawaban langsung ataupun tidak langsung secepat mungkin sehingga pengguna jasa dapat merasa seperti memiliki universitas. keempat, bobot paling tinggi dihasilkan oleh variabel manifes d1 (pernyataan tentang teman-teman dosen selalu berusaha dengan sungguh-sungguh menyelesaikan tugas penting yang menjadi tanggung jawabnya dalam meningkatkan mutu pendidikan). hal itu berarti bahwa teman dosen sudah mempunyai tanggung jawab pribadi untuk menyelesaikan suatu pekerjaan sebagai pendidik yang dibebankan. komitmen sebagai dosen secara pribadi sudah berjalan di universitas kami, mengingat pekerjaan pendidik (dosen) sudah dapat menjadi pegangan hidup sebagai mata pencaharian. penutup dari hasil penelitian, didapat beberapa simpulan yang dapat digunakan sebagai referensi dari penelitian ini sebagai berikut. pertama, model yang diajukan pada penelitian ini adalah tidak fit (close-fit) namun kemudian dikoreksi menuju model yang paling fit (>0,8) good-fit. kedua, terdapat 2 modifikasi yang dilakukan untuk memperoleh model yang paling fit. ketiga, hipotesis diterima, namun terdapat hubungan kualitas (pengaruh dan positip), signifikan, dan reliabel antara lingkungan eksternal dan iklim organisasi terhadap intelektual individu dan modal intelektual organisasi. keempat, terbentuknya beberapa hubungan korelasi positip pada beberapa indikator sebagai nilai yang tersembunyi untuk menjelaskan tercapainya model yang fit. daftar pustaka argyris, c. 1992. on organizational learning. cambridge: blackwell publisher, inc. cohen, l. and l. manion. 1997. research methods in education. 4th ed. london: routledge. departemen pendidikan nasional. 2003. undang-undang republik indonesia nomor 20 tahun 2003 tentang sistem pendidikan nasional. jakarta: depdiknas. de geus, arie. 1998. “planning as learning,” harvard business review, vol 88, no. 2. analisis pengaruh lingkungan… (engkos achmad kuncoro) 183 fattah, n. 2000. manajemen berbasis sekolah. bandung: andira. garvin, d.a. 1998. “building a learning organization,” harvard business review on knowledge management. boston: harvard business school press. hicks, h.b. and c.r. gullet. 1976. the management of organization. 3rd ed. new york: mcgraw-hill. joyce, b., m. weil, and b.showers. 1992. models of teaching. 4th ed. boston: allyn and bacon. kolb, david a, irwin m. rubin, dan james m. mcintyre. 1991. organizational psychology; an experiential approach. usa: prentice hall. kuncoro, mudrajad. 2003. metode riset untuk bisnis dan ekonomi. jakarta: erlangga. lewis, r.g., and d.h. smith. 1997. total quality in higher education. florida: st. lucie press. lunenburg, f.c. and a.c. ornstein. 1991. educational administration, concepts, and practises. belmont: wadsworth publishing company. marquardt, m.j. 1996. building the learning organzation. new york: mcgraw-hil. moedjadi. 2005. pengaruh persaingan dan organisasi belajar (learning organization) terhadap proses transformasi kompetensi intelektual individu menjadi modal intelektual organisasi. upi: bandung. nawawi, h. 1997. admnistrasi pendidikan. cetakan ke-14. jakarta: gunung agung. ramsden, p. 2003. learning to teach in higher education. 2nd ed. london: routledge falmer. riduwan dan engkos achmad kuncoro. 2006. analisis jalur (path analysis). bandung: alfabeta. stoner, james a.e and edward freeman. 1996. management. new york: prentice hall inc. spenser, lyle m. jr. dan spencer signe m. 1993. competence at work, models for superior performance. new york: john willey & soon, inc. santoso, singgih. 2001. spss versi 10, mengolah data statistik secara profesional. jakarta: elex media komputindo. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 11 the winners, 23(1), march 2022, 11-18 doi: 10.21512/tw.v23i1.7047 open unemployment rate in the province of east java andaru rachmaning dias prayitno1*; deni kusumawardani2 1,2economics master’s degree, faculty of economics and business, universitas airlangga jl. airlangga no. 4 6, airlangga, kota sby, jawa timur 60115, indonesia 1andaru.rachmaning.dias-2019@feb.unair.ac.id received: 06th february 2021/ revised: 04th may 2021/ accepted: 06th may 2021 how to cite: prayitno, a. r. d. & kusumawardani, d. (2022). open unemployment rate in the province of east java. the winners, 23(1), 11-18. https://doi.org/10.21512/tw.v23i1.7047 abstract economic development is basically a series of policy efforts that have the aim of increasing the standard of living of the people, directing income distribution, and expanding employment opportunities. in efforts to develop the economy, employment is still a major issue. this is due to inequality in getting job opportunities. the growth in the number of the workforce with progress in various economic sectors is not balanced. the research aimed to study the effect of gross regional domestic product (grdp), provincial minimum wage (pmw), and inflation on the open unemployment rate in east java province. the research used secondary data for the period 2006 2017 which consists of the value of grdp, east java pmw, east java province inflation, and east java province open unemployment rate. by applying regression using panel data regression analysis, the research results show that grdp and inflation has a negative and significant effect on the open unemployment rate in east java. the pmw has a positive and significant effect on the open unemployment rate in east java province. nevertheless, the research highlights effect relation and government policy instruments. keywords: open unemployment, gross regional domestic product, provincial minimum wage, inflation i. introduction economic development in indonesia is aimed at increasing high economic growth and being able to overcome problems of poverty, unemployment, maintaining price stability, balancing payments and increasing employment opportunities, and directing equitable distribution. to achieve economic development in indonesia, various efforts have been made by the government to improve the standard of living of the indonesian people, starting from the implementation of monetary policy, fiscal policy and so forth. the objectives that indonesia wants to achieve itself are the same as in the macroeconomic goals, namely: 1) to achieve economic stability in conditions of full employment; 2) to achieve low inflation, low unemployment, and high-quality economic growth. the problems that exist in developing countries are generally the condition of the problem of the movement of population from rural areas to cities in large numbers, with the problem of stagnant agricultural productivity and increasing unemployment in rural and urban areas. an aspect that often becomes a problem in developing countries is the unemployment or job opportunities in which the growth of the workforce increases are not in line with the availability of existing jobs. this kind of problems do not only occur in indonesia but also occur in other developing countries. the existence of a large number of job opportunities is not a problem if the carrying capacity in the country supports the fulfillment of job opportunities. controls for the increasing unemployment problem are found in many developing countries. this decade has shown that the development that has been implemented in developing countries is unable to provide employment opportunities for the existing workforce. the problem occurs because in developing countries the growth rate of the labor force is higher than the growth of employment opportunities (hajji & nugroho, 2013). indonesia is a developing country that has challenges and obstacles in economic development. indonesia encounters as similar problems as the ones previously described, namely: 1) poverty, 2) unemployment, 3) low quality of human resources, and 4) low capital. they must be overcome as they will have an impact on the country's economy. besides, it can cause social insecurity, which leads to poverty. efforts to overcome the problems can be done by striving to increase economic growth. increased economic growth can bring an increase in national income. moreover, there will be an increase in employment opportunities to raise labor absorption 12 the winners, vol. 23 no. 1 march 2022, 11-18 which will have an effect on reducing unemployment. indonesia is experiencing a dilemma of economic conditions, which means it is faced with internal and external imbalances. internal imbalance occurs when the indicator that the national output level and the level of employment opportunity in indonesia do not reach full employment opportunity (unemployment). meanwhile, external imbalance happens when the indicator that the national output level only shows the level of gross domestic product (gdp) increasing but not followed by social welfare as indicated by wages (kurniawan, 2013). the main factor that causes unemployment is a lack of aggregate expenditure. entrepreneurs produce goods and services with the intention of making a profit. this profit can only be obtained if entrepreneurs can sell the goods they produce. the greater the demand, the more goods and services they will deliver. the increase in production will increase the use of labor (sukirno, 2016). figure 1 open unemployment rate in east java, 2006 2017 source: (“tingkat pengangguran terbuka”, 2018) based on figure 1, open unemployment in east java province is a problem that must be resolved by the regional government. it occurs that intensive handling is required, which applies not only to east java, but also to all regions in indonesia. this unemployment rate can be reduced by using systematic steps, namely by formulating a strategy for holding outreach to hold small and medium enterprises which are useful for the community to obtain a decent life, so they can reduce the unemployment rate to the maximum. it can be assumed that gross regional domestic product (grdp) has an influence on the number of workforces working, so that if the grdp increases, the total value of output in all economic units in an area will also increase. the increased output will cause an increase in the amount of labor demanded. grdp at constant prices can be used to show the overall rate of economic growth from year to year. the existence of a growth in the labor force in cities in developing countries can cause unemployment. here wages can also have an impact on the level of employment opportunities and unemployment, the existence of a provincial minimum wage (pmw) can reduce the level of labor demand which in turn will increase unemployment. the application of the minimum wage can affect the demand and supply of labor. the supply of labor will decrease which can lead to unemployment. the relationship between inflation and open unemployment shows a negative influence between inflation and unemployment. an increase in aggregate demand will encourage an increase in prices which in turn will encourage producers to increase production of goods and services (latifah, 2017). the results of research conducted by kurniawan (2017), valentine (2018), and parwata, suwendra, and yudiaatmaja (2016) show that the minimum wage has a significant negative effect on the unemployment rate. in contrast, rustariyuni et al. (2019), hajji and nugroho (2013), prawira (2018), sa’adah and ardyan (2016), piwulang (2018), pamungkas (2016) and georgiadis, kaplanis, and monastiriotis (2020) find that wage levels have a positive and significant effect on the level of unemployment. meanwhile adawiyah and seftarita (2016), johan, marwoto, and pratiwi (2016), ryan, istiyani, and hanim (2017), nurdiana et al. (2020), and pratinidhi and verma (2020) have found that inflation has a significant effect on unemployment. this is described by the philip curve, where in the short run, inflation and unemployment have a negative relationship, while in the long run inflation and unemployment have no relationship (shifa, 2017). nwosa et al. (2020) state that trade is another factor that also affects unemployment. the increase in the trade sector will have an effect on the creation of new jobs. luong et al. (2020) states that unemployment is also affected by investment, with the large amount of incoming investment having an effect on the creation of new business fields to reduce unemployment. kurniasari et al. (2020) only focuses on the classification of unemployment. the main problem observed in the research is the relationship between grdp, provincial minimum wage, inflation in east java province and its effect on the open unemployment rate in east java province. the research purpose is to obtain the results of the analysis of the relationship between the effect of grdp, provincial minimum wages, and inflation on the open unemployment rate in east java province. it occurs important and interesting to conduct research to identify the factors that influence the open unemployment rate in east java. expectations from the analysis results can be used for planning purposes for policy makers for economic development in east java. ii. methods the scope of the research is one of the provinces in indonesia, east java. the observation period is 2006 to 2017. the type of data used is secondary data from reports, journals, and websites such as badan pusat statistik (bps-statistic indonesia). the method applied in the research is descriptive and quantitative with econometric methodology. 13open unemployment rate.... (andaru rachmaning dias prayitno; deni kusumawardani) the dependent variable is the open unemployment rate using the east java province open unemployment data. unemployed people are the ones who are not working, working less than two days a week, or trying to get a decent job (hartanto, 2017). the independent variables in the research use data on grdp, provincial minimum wages, and inflation. grdp is an indicator to determine the economic condition of a districts or cities in a certain period and measure economic growth. economic growth can be defined as the amount of added value generated by all business units in a particular area or a certain area and as the total value of the final goods and services obtained by all economic units (laksamana, 2016). provincial minimum wages is an important indicator to see the standard living of workers. wages are remuneration for labor provided by producers or companies as an imbalance of the results of labor services in producing goods and services. working workers are wages that have been adjusted to take into account the level of needs of the population in general (todaro, 2005). inflation is an indicator an increase in prices in general (kuncoro, 2015). answering the first research objectives about the effect of the independent variable on the dependent variable, the research uses multiple linear regression with the help of eviews 8 software. the research uses an equation model from kurniawan (2013), which uses a case study of malang city. here's the equation model: y = βi xi + yi zi + μ (1) note: y : open unemployment rate βi : variable coefficient of grdp, districts or cities minimum wage, and inflation xi : variable of grdp, provincial minimum wage, and inflation yi : non-wage coefficient variable zi : other macro variables μ : error term however, the research excludes non-wage variables and other macro variables on the grounds that the discussion will be too broad and do not focus according to the research objectives at the beginning. thus, the research does not include non-wage variables along with macro variables, and the equation notation is: tpt = a + b1grdp + b2wage + b3inflation + e (2) note: tpt : open unemployment rate grdp : gross regional domestic product wage : provincial minimum wage inflation : inflation a : constant b : independent variable regression coefficient next, the research looks at the feasibility of a regression model used to fix the dependent variable based on input the independent variable, namely by using the classical assumption test. the classical assumption test has a requirement that the regression model must be free from normality tests, multicollinearity tests, heteroscedasticity test, and autocorrelation test (yuliardi, 2017). normality test is used to test whether it is deep regression model of both dependent variable and independent variable have normal distribution or not. furthermore, the purpose of multicollinearity is to explain the presence or absence of multiple relationships variables and all variables in the regression model. heteroscedasticity is a condition in which the variants of the confounding error are not the same for all independent variable values. autocorrelation aims to analyze the correlation between one variable interference with other disturbance variables in the current period different (gujarati, 1999). the next research objective is to see the effect of independent variables on the dependent variable simultaneously and partially by using statistical tests. simultaneous test is to find out whether all the independent variables have the same effect on the dependent variable. partial test aims to analyze the effect of independent variables on the dependent variable individually. finally, using the determinant coefficient test to show how big the variable is independent can explain the dependent variable well. iii. results and discussions from the research results, the y constant is 2,125336 and the x1 coefficient is -0,001545, the x2 coefficient is 4,799606, and the x3 coefficient is 3,345585. for the value of a constant of 2,125336, it explains that if the independent variables (grdp, pmw, and inflation) are considered constant, the resulting open unemployment rate is 2,125336 people. furthermore, the regression coefficients x1, x2, and x3 from the results of the multiple regression analysis explain that every rp 1 million increase in grdp will reduce the open unemployment rate by 0,001545 people. every time there is an increase of rp 1 million in the pmw will increase the open unemployment rate of 4,799606 people. an increase of rp 1 million in inflation will rasie the open unemployment rate by 3,345585 people. the equation formula obtained from the effect of variable x on variable y is: y = 2,125336 + (-0,001545) x1 + 4,799606 x2 + 3,345585 x3 + ℯ (3) based on table 1, the classic assumption test for multiple linear regression shows that the probability 14 the winners, vol. 23 no. 1 march 2022, 11-18 value of grdp is 0,0007. since the probability value of 0,0007 < 0,05, it can be assessed that the grdp affects the open unemployment rate in east java. meanwhile, the probability value of pmw is 0,0000. because the probability value is 0,0000 < 0,05, so it can be said that the provincial minimum wage affects east java's open unemployment. meanwhile, the inflation probability value is 0,0266. because the probability value is 0,0266 <0,05, so it is assessed that inflation has a significant effect on the open unemployment rate in east java province. table 2, shows that the correlation value between the independent variables is smaller than 10, which means that this model does not contain multicolinearity problems, or the assumption that multicollinearity does not occur in the model is fulfilled. the centered vif value of grdp is 1,340386, the pmw is 2,164503 and inflation is 1,862498. because the centered vif value <10, it is stated that multicollinearity does not occur in the research. table 3 shows the probability value of f is 0,1177. it can be concluded that heteroscedasticity does not occur in the research. if the value for prob. f count is greater than the alpha level of 0,05 (5%) then h0 is accepted, which means that there is no heteroscedasticity, whereas if the probability value of f is smaller than the alpha level of 0,05 (5%) then h0 is rejected, which means that heteroscedasticity occurs. based on table 4, it is known that the f probability value of 0,2175 can also be referred to as the calculated f probability value. the calculated f probability value is greater than the alpha level of 0,05 (5%), so based on the hypothesis test, h0 is accepted, which means there is no autocorrelation. conversely, if the calculated probability value is less than 0,05, it can be concluded that autocorrelation occurs. table 1 the output results of the multiple linear regression model test variable coefficient std. error t-statistic prob c 2,125336 0,216569 9,813659 0,0000 pdrb -0,001545 0,000420 3,683328 0,0007* ump 4,79e-0 6,08e-07 7,891130 0,0000* inflasi -3,345585 0,306394 1,127910 0,0266* r-squared 0,778685 mean dependent var 1,292045 adjust r-squared 0,762086 s.d. dependent var 0,306916 s.e. of regression 0,149703 akaike info criterion -0,873825 sum squared resid 0,896434 schwarz criterion -0,711626 log likelihood 23,22416 hannan-quinn criter. -0,813674 f-statistic 46,91263 durbin-watson stat 0,184585 prob(f-statistic) 0,000000 note: * significance at α 5% source: regression results, processed with eviews 8 table 2 multicollinearity test variable coefficient variance uncentered vif centered vif pdrb 1,76e-07 2,855262 1,340386 ump 3,69e-13 25,25965 2,164503 inf 0,093877 25,93072 1,862498 c 0,046902 92,08476 na source: multicollinearity results, processed with eviews 8 table 3 heteroscedasticity test heteroscedasticity test: breusch-pagan-godfrey f-statistic 2,082865 prob. f(3,40) 0,1177 obs*r-squared 5,944791 prob. chi-squared(3) 0,1143 scaled explained ss 4,248315 prob. chi-squared(3) 0,2359 note: * significance at α 5% source: breusch pagan godfrey results, processed with eviews 8 15open unemployment rate.... (andaru rachmaning dias prayitno; deni kusumawardani) figure 2 normality test note: * significance at α 5% source: jarque-bera normality test, processed with eviews 8 figure 2 shows that the jarque-berra (jb) probability value is 0,495392. in the jb test, normality can be seen if the jb probability value is jb >0,05, the data is normally distributed, on the contrary, if the probability value is jb <0,05, the data is not normally distributed. it can be concluded that data in this research is normally distributed. the coefficient of the grdp level -0,001545 is the probability of 0,0007 which is significant and negative at the 5% significance level, because the p-value <0,5. this means that the grdp variable individually has a significant effect on the dependent variable (open unemployment rate) in east java province at a significance level of 5%. the coefficient of the pmw level 4,799606 is with a probability of 0,0000 significant and positive at the 5% significance level, because the p-value <0,5. this means that the variable individual provincial level wages significantly influence the dependent variable (open unemployment rate) in east java province at a significance level of 5%. the coefficient of the inflation rate is -3,345585 with a probability of 0,0266 significant and negative at the 5% significance level, because the p-value <0,5. this means that the individual inflation rate variable has a significant effect on the dependent variable (open unemployment rate) in east java province at a significance level of 5%. the results of the t-test show that the grdp variable together with the pmw variable and inflation have a significant effect on the partially open unemployment rate. this is consistent with the hypothesis at the beginning of the research which states that grdp, pmw, and inflation have significant effect on the open unemployment rate. the estimation results in table 5 shows that the regression coefficient of the grdp variable is -0,001545 with a probability value of 0,0007. this shows that there is a negative and significant effect of the grdp variable on the open unemployment rate in east java. the grdp variable regression coefficient of -0,001545 also shows that every 1-billion-rupiahs increase in grdp will reduce the open unemployment rate by 0,001%. the research results are different from the findings of hajji and nugroho (2013) which state that grdp has no effect on the open unemployment rate in 19902011. the results also show conformity with the research hypothesis which states that grdp has an effect on the open unemployment rate in east java in 2006-2017. the increase in the value of grdp indicates that the amount of value added output or sales in all economic units in a region also increases. when the company makes greater output or sales, it will encourage the company to increase demand for labor so that production can be increased to catch up with the occurring increase in sales. thus, it will reduce open unemployment. this research is in accordance with the theory of okun’s law where every increase in national or regional output will cause economic growth to decrease labor demand and unemployment. the results of the t-test indicate that the provincial minimum wage variable together with the grdp and inflation variables have a positive and significant effect on the partial open unemployment table 4 autocorrelation test breusch-godfrey serial correlation lm test: f-statistic 1,639516 prob. f (2,38) 0,2175 obs*r-squared 3,652434 prob. chi-squared (2) 0,1769 note: * significance at α 5% source: breusch-godfrey results, processed with eviews 8 table 5 partial test / t-test variable coefficient std. error t-statistic prob. c 2,125336 0,216569 9,813659 0,0000 pdrb -0,001545 0,000420 3,683328 0,0007* ump 4,799606 6,08e-07 7,891130 0,0000* inflasi -3,345585 0,306394 1,127910 0,0266* note: * significance at α 5% source: partial test, processed with eviews 8 16 the winners, vol. 23 no. 1 march 2022, 11-18 rate. this is in accordance with the initial hypothesis which states that grdp, pmw, and inflation have a significant effect on the partially open unemployment rate. from the estimation results in table 5 shows that the regression coefficient of the provincial minimum wage variable is 7,891130 with a probability value of 0,0000. this shows that there is a positive and significant influence of the provincial minimum wage variable on the open unemployment rate in east java province. the regression coefficient for the provincial minimum wage variable of 7,891130 also shows that every 1 rupiah increase in the provincial minimum wage will result in an increase in the unemployment rate of 7,89%. the results of research support hajji and nugroho (2013) pointing out that the wage rate has an influence on the open unemployment rate in central java province, where every 1% increase in pmw, the unemployment in central java will increase by 0,26%. these results also show conformity with the research hypothesis which states that the provincial minimum wage affects the open unemployment rate in east java. in theory, an increase in wages will result in an increase in the unemployment rate. if the wage level rises while the price of other inputs remains constant, the price of labor is relatively more expensive than other inputs. this encourages entrepreneurs to replace relatively expensive labor with other inputs that are cheaper to maintain profits. the increase in wages will encourage companies to increase the price per unit of product so that consumers tend to reduce consumption of these products. this causes the production results not to sell much, so that the producers are forced to reduce the amount of production. the amount of production that is lacking will result in the labor required to be reduced. the research is in accordance with the theory stated by samuelson which argues that an increase in the wage rate will influence the supply of labor. the results of the t-test show that the inflation variable together with the gdp variable and the provincial minimum wage have a negative and significant effect on the partially open unemployment rate. this is in accordance with the hypothesis at the beginning of the research which states that the grdp, pmw, and inflation have significant unemployment rate. the following shows the effect of inflation on the partially open unemployment rate. table 5 show the regression coefficient for the inflation variable is -3,345585 with a probability value of 0,0266. this shows that the effect of inflation on the open unemployment rate is negative and significant, which means that inflation in east java influences the open unemployment rate. the regression coefficient for the provincial minimum wage variable of -3,345585 shows that every 1% increase in inflation will reduce the unemployment rate by 3,345%. the research is in accordance with theory of a.w. philips stating that the relationship between inflation and unemployment has a negative relationship as the philips curve explains the relationship between the level of inflation and the unemployment rate, which is assumed to reflect the existence of aggregate demand. the theory of demand states that if the price level (inflation) is high, it will reduce the unemployment rate. this may occur since the high rate of inflation (prices) will affect demand, which makes companies increase their workforce by increasing their production. the amount of f-statistic is 46,91263 and the probability value of 0,000000 in this equation model is less than 1, it can be said that all regression coefficients are simultaneously significant at the 5% significance level. thus, both in the long and short term grdp, pmw, and inflation simultaneously affected the open unemployment rate in 2006-2017. the amount of f-statistic is 46,91263 and the probability value of 0,000000 in this equation model is less than 1, it can be said that all regression coefficients are simultaneously significant at the 5% significance level. thus, both in the long and short term grdp, pmw, and inflation simultaneously affected the open unemployment rate in 2006-2017. the f-test shows the coefficient of determination (r2) of 0,778685. this value shows that the ability of the grdp variable, pmw, and inflation is able to explain the variation of the open unemployment rate variable by 77,86%, while the remaining 22,14% is explained outside the variables used in the research. from the estimation results in table 6 shows that the calculated f-value is 46,91263 with a probability value of 0,000000. if the probability value is compared with the significance level used in this study (alpha = 0,05), it is evident that the probability value is smaller than the significance level used (0,000000 <0,05). this shows that there is a significant effect of grdp, pmw, and inflation together on the open unemployment rate in east java province in 2006-2017. this is in accordance with the author's hypothesis that the variables of grdp, pmw, and inflation have a simultaneous effect on the open unemployment rate. from results in table 6, the research carries out discussion activities that aim to deepen and broaden our horizon to answer in more detail and detail the variables that affect open unemployment in east java province. first, the results show that the grdp has a negative effect on open unemployment in east java province, which means that an increase in grdp in east java province influences reducing the number of open unemployment. the economic growth that occurs in east java is potentially due to the influx of capital inflows to invest and the development of economic sector in east java province which is conducive for the long term. it is famous for its many tourism sectors, snack industry education to provide job opportunities both in establishing new business and expanding business are on average dominated by micro, small and medium units, thereby reducing the number of open unemployed. second, the results indicate that the east java provincial minimum wage has a positive effect on open unemployment in east java, this means that the increase in the pmw in east java has an effect in 17open unemployment rate.... (andaru rachmaning dias prayitno; deni kusumawardani) making the number of open unemployment increase, which becomes a worrying situation for the long term. third, the research results indicate that inflation has a negative effect on open unemployment in east java province, this means that an increase in inflation in east java causes the number of open unemployment to decrease. based on the results obtained, this becomes a good and supportive condition in creating a healthy and dynamic economy going forward. the statement is based on inflation, which is a reflection of an increase in aggregate demand, which in turn, demand will increase and prices will also rise. with high prices (inflation), to meet this demand producers increase their production capacity by increasing labor and by establishing or adding business units, in this case, building new industries so that unemployment will decrease. this is supported by improving macroeconomic fundamental conditions, attractiveness maintained, and profitable investment as well as relatively more conducive global economic developments in which the overall manifestation of this can be seen with the relatively stable inflation rate and the large number of new industries that have emerged in east java. iv. conclusions grdp has a negative and significant effect on the open unemployment rate in east java in 20062017. this is indicated by the regression coefficient value of the grdp of -0,001545 with a probability value of 0,0007. the grdp regression coefficient variable of -0.001545 also shows that every 1-billionrupiahs increase in grdp will tend to be followed by a decrease in the open unemployment rate of 0,001%. the provincial minimum wage has a positive and significant effect on the open unemployment rate in east java in 2006-2017. this is indicated by the regression coefficient value of the provincial minimum wage variable which is 7,891130 with a probability value of 0,0000. the regression coefficient for the provincial minimum wage variable of 7,891130 also shows that every 1-billion-rupiahs increase in the provincial minimum wage will tend to be followed by an increase in the unemployment rate of 7,89%. inflation has a negative and significant value on the open unemployment rate in east java province in 2006-2017. this is indicated by the regression coefficient value of the inflation variable which is -3,345585 with a probability value of 0,0266. the regression coefficient for the inflation variable of -3,345585 also shows that every 1% increase in inflation will tend to be followed by a decrease in the unemployment rate of 3,345585%. grdp, provincial minimum wages, and inflation have a partially significant effect on the open unemployment rate in east java in 2006-2017. grdp, provincial minimum wage, and inflation have a positive and significant effect simultaneously on the open unemployment rate in east java in 2006-2017. this is indicated by the calculated f-value of 46,91263 with a probability value of 0,000000. the researcher proposes several suggestions for related parties (in this case the government) as follows. first, local governments should encourage and spur an increase in gross regional domestic product in every economic sector so that the unemployment rate can be reduced by increasing labor absorption. second, local governments should formulate wage policies in such a way as to increase labor productivity and production growth as well as increase workers' income and welfare. thus, the wage policy will be oriented towards the interests of all parties. third, the regional government should be more active in business units towards community empowerment so that it is hoped that the community will be able to be independent in the economy and prevent inflation from occurring in the economy. the research has several limitations. first, the limited data released by bps, due to the incomplete data held by bps, the data were only the ones during the years 2006-2017 which affected the results of the significance of the independent and dependent variables. second, the number of independent variables is small, so that there are only three independent variables originating from economic factors (grdp, pmw, and inflation). with these limitations, future researchers are expected to add to education or health variables that are thought to influence open unemployment rate. table 6 simultaneous test/ f-test r-squared 0,778685 mean dependent var 1,292045 adjust r-squared 0,762086 s.d. dependent var 0,306916 s.e. of regression 0,149703 akaike info criterion -0,873825 sum squared resid 0,896434 schwarz criterion -0,711626 log likelihood 23,22416 hannan-quinn criter. -0,813674 f-statistic 46,91263 durbin-watson stat 0,184585 prob(f-statistic) 0,000000* note: * significance at α 5% source: f-test, processed with eviews 18 the winners, vol. 23 no. 1 march 2022, 11-18 references adawiyah, r. & seftarita, c. 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(2017). statistik penelitian. yogyakarta. microsoft word 02 artikel heri sukendar_setting.doc 10 journal the winners, vol. 10 no. 1, maret 2009: 10-21 konvergensi standar laporan keuangan ke standar pelaporan keuangan internasional, apa dan bagaimana heri sukendar, w. jurusan akuntansi, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 heris1024@yahoo.com abstract this research aims to explain development of the convergence of financial accounting standards under ifrs outline being implemented in indonesia. in the early part, background of the convergence from indonesian gaap to ifrs is discussed, both economically and politically to the latest developments in the convergence to ifrs at the present. furthermore, it is also described the basic framework of the ifrs, which is the fundamental preparation of financial report under ifrs. at the end, this research will explain the impact of ifrs convergence on accounting and financial reporting systems, the impact of ifrs on business and the differences between ifrs and tax principles. keywords: ifrs convergence, g-20, basic principle, fair value, disclosure abstrak penelitian ini bertujuan untuk menjelaskan perkembangan konvergensi standar akuntansi keuangan berdasarkan ifrs garis diimplementasikan di indonesia. pada bagian awal dibahas latar belakang yang mendorong konvergensi di indonesia psak ke ifrs, baik secara ekonomi dan politik dengan perkembangan terbaru dalam konvergensi ke ifrs saat ini. selain itu, juga dijelaskan kerangka dasar dari ifrs, yang merupakan dasar penyusunan laporan keuangan berdasarkan ifrs. pada akhirnya, penelitian ini akan menjelaskan dampak konvergensi ifrs pada sistem pelaporan akuntansi dan keuangan, dampak ifrs pada bisnis dan perbedaan antara ifrs dan prinsip pajak. kata kunci: konvergensi ifrs, g-20, prinsip dasar, nilai wajar, pengungkapan konvergensi standar .....(heri sukendar, w.) 11 pendahuluan laporan keuangan merupakan bahasa yang digunakan oleh komunitas bisnis. bahasa bisnis tersebut disusun berdasarkan standar akuntansi yang merupakan aturan-aturan pengukuran untuk laporan keuangan. dalam perkembangannya, terdapat banyak dan berbedanya standar akuntansi yang berlaku sehingga menimbulkan masalah keterbandingan laporan keuangan. kondisi ini tentu dapat dipahami karena dalam proses penyusunan standar akuntansi di suatu negara tidak terlepas dari pengaruh faktor-faktor lokal suatu negara (wolk et al., 2001: 4) mengatakan “economic conditions have an impact upon both political factors and accounting theory”. hal ini yang menyebabkan standar dan praktik akuntansi di tiap-tiap negara terdapat perbedaan. seiring dengan era globalisasi yang dimotori oleh perkembangan teknologi informasi dan komunikasi yang mengubah dunia internasional menjadi sebuah global village/ borderless, sejak saat inilah masalah perbedaan standar akuntansi mulai timbul. tidak dapat dipungkiri bahwa pengaruh amerika serikat dalam kancah internasional sangat kuat dalam hampir segala aspek kehidupan, acapkali kita sulit membedakan mana yang internasional dan mana yang amerika. faktanya, dalam dunia akuntansi saat ini standar akuntansi yang berlaku di amerika serikat yang disusun oleh financial accounting standards board (fasb) diikuti oleh beberapa negara, baik secara langsung maupun modifikasi. sementara internasional accounting standards (iass), yang dikeluarkan oleh international accounting standards committee (iasc), belum diikuti oleh semua negara, bahkan oleh negara-negara anggota yang tergabung dalam iasc tersebut. kasus kebangkrutan enron pada tahun 2001, yang merupakan salah satu raksasa energi amerika serikat dan kasus kebangkrutan lehman brothers pada tahun 2008, yang merupakan salah satu raksasa bank investasi amerika serikat, mempunyai dampak yang merugikan investor global dan perekonomian di seluruh dunia. fakta menunjukkan bahwa salah satu penyebab kebangkrutan tersebut adalah masalah akuntansi yang disalahgunakan dan standar akuntansi yang kurang baik. standar akuntansi yang kurang baik dan berbeda-beda mengakibatkan informasi keuangan yang disajikan dalam laporan keuangan tidak dapat dibandingkan, tidak relevan, tidak transparan bagi semua stakeholder. kebutuhan akan likuiditas pasar uang dan modal di hampir semua negara dalam mensejahterakan rakyatnya menuntun mereka kepada kesatuan standar tunggal pelaporan akuntansi berkualitas tinggi dan kerangka akuntansi berbasiskan prinsip, yang meliputi penilaian profesional yang kuat dengan disclosures yang jelas dan transparan mengenai substansi ekonomi transaksi, penjelasan hingga mencapai kesimpulan tertentu, dan akuntansi terkait transaksi tersebut. dengan demikian, pengguna laporan keuangan dapat dengan mudah membandingkan informasi keuangan entitas antarnegara di berbagai belahan dunia. kesemuanya itu telah disepakati dalam international accounting standards, yang lebih dikenal sebagai international financial reporting standards (ifrs) yang diyakini memberikan manfaat sebagai berikut (1) memudahkan pemahaman atas laporan keuangan dengan penggunaan standar akuntansi keuangan yang dikenal secara internasional (enhance comparability), (2) meningkatkan arus investasi global melalui transparansi, (3) menurunkan biaya modal dengan membuka peluang fund raising melalui pasar modal secara global, dan (4) menciptakan efisiensi penyusunan laporan keuangan. salah satu keputusan penting dalam pertemuan pemimpin negara-negara g-20 yang digelar di pittsburgh tanggal 24-25 september 2009, di mana indonesia adalah salah satu anggota g-20 adalah butir ke 14 deklarasi pittsbugh, yang menyatakan bahwa para pemimpin negara-negara g-20 sepakat untuk menggandakan upaya agar konvergensi standar akuntansi global yang berkualitas tinggi secara internasional dapat diselesaikan pada juni 2011. penelitian ini bertujuan untuk membahas kesiapan indonesia menyelesaikan hasil keputusan tersebut, apakah konvergensi standar laporan keuangan ke standar pelaporan keuangan internasional akan berdampak terhadap sistem akuntansi dan pelaporan, 12 journal the winners, vol. 10 no. 1, maret 2009: 10-21 bisnis serta perpajakan di indonesia, di balik kebanggaan pengakuan kekuatan indonesia sebagai satusatunya anggota g-20 dari asia tenggara. konvergensi dapat diartikan sebagai suatu keadaan menuju satu titik pertemuan atau memusat. konvergensi standar akuntansi pada dasarnya adalah penyamaan bahasa bisnis. setiap negara memiliki lembaga pengatur standar pelaporan keuangan. indonesia memiliki ikatan akuntan indonesia (iai) yang mengeluarkan pernyataan standar akuntansi keuangan (psak) sebagai satu-satunya standar yang diterima sebagai “bahasa bisnis” perusahaan-perusahaan di indonesia. amerika serikat memiliki generally accepted accounting principles (gaap) yang dirilis oleh financial accounting standard board (fasb). uni eropa memiliki international accounting standard (ias) yang dikeluarkan oleh international accounting standard board (iasb) dan seterusnya. setiap negara menggunakan standar pelaporan yang sangat mungkin divergen antara satu dengan yang lain. tidak ada jaminan bahwa laporan-laporan keuangan yang disajikan di antara negara-negara yang berbeda tersebut dapat dibaca dengan bahasa yang sama. perbedaan standar ini pada ujungnya juga akan menghambat para pelaku bisnis internasional dalam mengambil keputusan bisnisnya. sejauh ini yang leading menjadi standar acuan adalah international financial reporting standards (ifrs) yang dikeluarkan oleh international accounting standard board (iasb). iasb adalah badan pengatur standar dari international accounting standards committee foundation, sebuah lembaga independen nirlaba internasional yang bergerak di bidang pelaporan keuangan yang berkedudukan di inggris. saat ini, lebih dari 100 negara telah diwajibkan atau membolehkan penerapan ifrs dan diperkirakan akan semakin banyak negara di dunia menggunakan ifrs. bahkan 10 negara yang pasar modalnya sudah mendunia telah melakukan konvergensi ke ifrs, yaitu, jepang, inggris, perancis, kanada, jerman, hongkong, spanyol, switzerland, australia, termasuk amerika serikat sudah menyatakan akan melakukan konvergensi ke ifrs. untuk indonesia, sejak revisi psak tahun 1994, iai telah memutuskan untuk melakukan harmonisasi standar psak kepada ifrs. selanjutnya, harmonisasi tersebut diubah menjadi adopsi yang ditujukan dalam bentuk konvergensi. sebagai langkah awal, dewan standar akuntansi keuangan ikatan akuntan indonesia (dask-iai) akan mengkonvergensikan psak secara penuh dengan ifrs melalui 3 tahapan, yaitu tahap adopsi, persiapan akhir, dan implementasi. tahap adopsi dilakukan pada periode 2008-2011, meliputi aktivitas adopsi seluruh psak ke ifrs, persiapan infrastruktur, dan evaluasi terhadap psak yang berlaku. dengan demikian, konvergensi psak diharapkan dapat meningkatkan kualitas standar akuntansi keuangan dan mengurangi biaya penyusunan, meningkatkan kredibilitas dan kegunaan laporan keuangan melalui peningkatan kualitas dan daya banding serta menyelaraskan dengan pengaturan yang berlaku secara internasional. tentu saja bukan pekerjaan mudah untuk merujuk 62 standar yang dimiliki psak dengan 37 standar yang dimiliki ifrs. saat ini masih terdapat perbedaan yang cukup besar antara psak dan ifrs, bahkan terdapat 20 standar psak atau 32% yang tidak dapat diperbandingkan. jika dibandingkan dengan ifrs, masih terdapat perbedaan yang cukup signifikan meliputi financial instrument, investment property, business combination, property, plan and equipment, intangible assets, service concession agreement, presentation of fiinancial statement, leases, insurance contract, accounting for banking yang akan dihapus, exploration and evaluation of mineral assets, agriculture, dan accounting for reporting currencies serta perbedaan-perbedaan utama lainnya. sasaran konvergensi yang telah dicanangkan iai pada tahun 2012 adalah merevisi psak agar secara material sesuai dengan ifrs versi 1 januari 2009, yang berlaku efektif tahun 2011/2012. untuk itu, 29 standar akuntansi keuangan (sak) masuk dalam program konvergensi ifrs yang dicanangkan dsak-iai tahun 2009 dan 2010. banyaknya standar yang harus dilaksanakan dalam program konvergensi ini menjadi tantangan yang cukup berat bagi dsak-iai periode 2009-2012. skema menuju konvergensi penuh dengan ifrs pada tahun 2012 dapat dijabarkan sebagai berikut (1) pada akhir 2010, diharapkan seluruh ifrs sudah diadopsi dalam psak, (2) tahun 2011 merupakan tahun penyiapan seluruh struktur pendukung untuk implementasi psak yang sudah mengadopsi konvergensi standar .....(heri sukendar, w.) 13 seluruh ifrs, dan (3) tahun 2012 merupakan tahun implementasi, di mana psak yang berbasis ifrs wajib diterapkan oleh perusahaan-perusahan yang memiliki akuntabilitas public. revisi tahun 2007 yang merupakan bagian dari rencana jangka panjang iai menghasilkan revisi 5 psak, yang merupakan revisi yang ditujukan untuk konvergensi psak dan ifrs serta reformat beberapa psak lain dan penerbitan psak yang baru. psak yang direvisi dan ditujukan dalam rangka tujuan konvergensi psak terhadap ifrs adalah psak 13 tentang properti investasi, psak 16 tentang aset tetap, psak 30 tentang sewa, psak 50 tentang instrumen keuangan seperti penyajian dan pengungkapan, dan psak 55 tentang instrumen keuangan seperti pengakuan dan pengukuran. psak revisi tahun 2007 ini dikumpulkan dalam buku yang disebut dengan standar akuntansi keuangan per 1 september 2007 dan mulai berlaku sejak tanggal 1 januari 2008. adapun posisi ifrs/ias yang sudah diadopsi hingga saat ini dan sudah diadopsi pada tahun 2009 dan 2010 adalah seperti yang tercantum dalam tabel 1 sampai 3. tabel 1 ifrs/ias yang telah diadopsi ke dalam psak hingga 31 desember 2008 no. urut no. ias/ifrs tentang 1 2 3 4 5 6 7 8 9 10 11 ias 2 ias 10 ias 11 ias 16 ias 17 ias 18 ias 19 ias 23 ias 32 ias 39 .ias 40 inventories events after balance sheet date construction contracts property, plant and equipment leases revenues employee benefits borrowing costs financial instruments: presentation financial instruments: recognition and measurement investment property tabel 2 ifrs/ias yang telah diadopsi ke dalam psak per 23 desember tahun 2009 no. urut no. ias/ifrs tentang 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 ifrs 2 ifrs 4 ifrs 5 ifrs 6 ifrs 7 ias 1 ias 27 ias 28 ifrs 3 ifrs 8 ias 8 ias 12 ias 21 ias 26 ias 31 ias 36 ias 37 ias 38 share-based payment insurance contracts non-current assets held for sale and discontinued operations exploration for and evaluation of mineral resources financial instruments: disclosures presentation of financial statements consolidated and separate financial statements investments in associates business combination segment reporting accounting policies, changes in accounting estimates and errors income taxes the effects of changes in foreign exchange rates accounting and reporting by retirement benefit plans interests in joint ventures impairment of assets provisions, contingent liabilities and contingent assets intangible assets 14 journal the winners, vol. 10 no. 1, maret 2009: 10-21 tabel 3 ifrs/ias yang akan diadopsi ke falam psak pada tahun 2010 no. urut no. ias/ifrs tentang 1 2 3 4 5 6 7 ias 7 ias 20 ias 24 ias 29 ias 33 ias 34 ias 41 cash flow statements accounting for government grants and disclosure of government assistance related party disclosures financial reporting in hyperinflationary economies earning per share interim financial reporting agriculture sumber: ifrs dalam penyusunan dan penyajian laporan keuangan, kerangka kerja (framework) merupakan prinsip dasar dari ifrs. kerangka dasar ifrs dimulai dengan asumsi dasar penyusunan dan penyajian laporan keuangan. ada 2 asumsi dasar yang digunakan dalam ifrs, yaitu (1) accrual basis adalah asumsi bahwa efek dari semua transaksi dan kejadian diakui apabila sudah terjadi/direalisasikan, bukan pada saat kas diperoleh atau dibayarkan; (2) going concern adalah asumsi bahwa suatu usaha dijalankan untuk periode jangka panjang. setelah asumsi dasar selanjutnya adalah karakteristik kualitatif dari suatu laporan keuangan yang meliputi understandability, reliability, comparability, relevance, constraints on relevant and reliable information, dan true and fair view/fair presentation. karakteristik ifrs tersebut dapat diuraikan dalam 5 pendekatan dasar sebagai berikut. pertama, pendekatan basis prinsip (principle-based approach) adalah pendekatan yang menempatkan penekanan lebih besar pada penafsiran dan penerapan prinsip-prinsip, dengan fokus khusus pada semangat prinsip yang diterapkan. pendekatan ini menetapkan/mengatur ifrs hanya pada prinsipprinsip utamanya sehingga tidak memiliki standar-standar yang spesifik untuk industri. kalaupun terdapat standar mengenai kontrak asuransi (ifrs 4 insurance contract), standar tersebut tidak mengatur entitas asuransi, tapi entitas apapun yang memiliki kontrak asuransi. us-gaap dan sak kita sebelumnya yang berbasis pengaturan (rule based) lebih detail dan kompleks juga memiliki standar-standar berbasis industry, misalnya adalah standar mengenai pengakuan pendapatan. di ifrs, pengakuan pendapatan hanya diatur pada 2 standar, yaitu ias 18 revenue dan ias 11 construction contracts. sementara itu, standar akuntansi di us, misalnya memiliki sekitar 100 standar yang di dalamnya berisi pengakuan pendapatan yang berbeda-beda pada tiap industri. jadi, dimungkinkan hasil yang berbeda untuk substansi ekonomi yang sama dalam industri yang berbeda (iasb, 2009). kedua, pendekatan standar yang memerlukan penilaian substansi transaksi dan evaluasi, apakah presentasi akuntansi mencerminkan realitas ekonomi. karakteristik ini menekankan substansi dari transaksi dan evaluasi yang mencerminkan realitas ekonomi, contohnya di dalam ias 38, juga psak 19 (revisi 2010) disebutkan bahwa aset tidak berwujud tidak lagi memiliki maksimum umur manfaat. perusahaan harus menilai berapa umur eknomis aset tidak berwujud. bahkan, apabila perusahaan tidak bisa melihat batas akhir kapan manfaat ekonomis aset tidak berwujud tersebut berakhir, perusahaan dapat membuatnya menjadi aset tidak berwujud dengan umur manfaat tak terbatas. aset tidak berwujud dengan umur manfaat tidak terbatas diperlakukan sama seperti goodwill, yakni dikenai uji penurunan nilai setiap tahun dan tidak diamortisasi. ketiga, pendekatan yang berfokus pada kebutuhan untuk penilaian profesional dalam hal penyelesaian berwujud dengan umur manfaat tidak terbatas diperlakukan sama seperti goodwill, yakni dikenai uji penurunan nilai setiap tahun dan tidak diamortisasi. karakteristik ini menunjukkan bahwa penilaian profesional merupakan hal yang terpenting dalam penyelesaian masalah akuntansi. hal ini dikaitkan dengan penentuan umur ekonomis suatu aset tidak berwujud, yang berdasarkan kriteria dan faktor yang diterima secara umum. konvergensi standar .....(heri sukendar, w.) 15 keempat, pendekatan pada penggunan yang lebih besar nilai wajar (fair value) sebagai dasar pengukuran penekanan 2 arah untuk memperoleh pengukuran yang dapat diandalkan. kriteria ini berlawanan dengan psak yang dianut sebelumnya, di mana penilaian aset haruslah berdasarkan harga perolehan (historical cost). kelima, pendekatan persyaratan pengungkapan yang lebih ektensif. karakteristik ini menuntut pengungkapan yang lebih ekstensif dibandingkan dengan psak terdahulu. fokus kepada penyiapan laporan keuangan tidak lagi cukup, dalam era ifrs di samping laporan keuangan, pengungkapan atas hal-hal yang mendasari perlu disampaikan dalam catatan atas laporan keuangan (calk). unsur-unsur dari laporan keuangan posisi keuangan suatu perusahaan pada dasarnya disajikan di dalam laporan posisi keuangan (statement of financial position). elemen-elemennya meliputi (1) aset adalah sumber yang dikuasai oleh perusahaan sebagai akibat dari peristiwa masa lalu dan dari mana manfaat ekonomi di masa depan diharapkan akan diperoleh perusahaan; (2) liabilitas merupakan hutang perusahaan masa kini yang timbul dari peristiwa masa lalu, penyelesaiannya diharapkan mengakibatkan arus keluar dari sumber daya perusahaan yang mengandung manfaat ekonomi; (3) ekuitas adalah hak residual atas aset perusahaan setelah dikurangi semua kewajiban. kinerja keuangan suatu perusahaan umumnya disajikan dalam sebuah laporan penghasilan bersih (income statement) atau laporan laba rugi (profit and loss account). unsur dari income statement atau unsur-unsur yang mengukur kinerja keuangan adalah sebagai berikut; (4) penghasilan (revenues) adalah peningkatan dalam manfaat ekonomi dalam suatu periode akuntansi dalam bentuk pemasukan atau kenaikan aset, atau penurunan kewajiban yang mengakibatkan kenaikan ekuitas. namun, tidak termasuk kontribusi yang dilakukan oleh peserta ekuitas, misalnya modal perseorangan, persekutuan, dan pemegang saham; (5) beban (expenses) adalah penurunan dalam manfaat ekonomi dalam periode akuntansi dalam bentuk pengeluaran, atau deplesi aset atau timbulnya liabilitas sebagai akibat penurunan ekuitas. suatu pos diakui dalam laporan keuangan apabila ada kemungkinan bahwa manfaat ekonomi yang berkaitan dengan pos tersebut akan mengalir dari atau ke dalam perusahaan, pos tersebut mempunyai nilai atau biaya yang dapat diukur dengan andal, dan stabilitas. paragraf 99, pengukuran adalah proses penetapan jumlah uang untuk mengakui dan memasukkan setiap unsur laporan keuangan dalam neraca dan laporan laba rugi. proses ini menyangkut pemilihan dasar pengukuran tertentu. paragraf 100, sejumlah dasar pengukuran yang berbeda digunakan dalam derajat dan kombinasi yang berbeda dalam laporan keuangan. berbagai dasar pengukuran tersebut adalah sebagai berikut (1) biaya historis. aset dicatat sebesar pengeluaran kas (atau setara kas) yang dibayar atau sebesar nilai wajar dari imbalan (consideration) yang diberikan untuk memperoleh aset tersebut pada saat perolehan. kewajiban dicatat sebesar jumlah yang diterima sebagai penukar dari kewajiban (obligation), atau dalam keadaan tertentu (misalnya pajak penghasilan), dalam jumlah kas (atau setara kas) yang diharapkan akan dibayarkan untuk memenuhi kewajiban dalam pelaksanaan usaha normal; (2) biaya kini (current cost). aset dinilai dalam jumlah kas (atau setara kas) yang seharusnya dibayar bila aset yang sama atau setara aset diperoleh sekarang. kewajiban dinyatakan dalam jumlah kas (atau setara kas) yang tidak didiskontokan (undiscounted) yang mungkin akan diperlukan untuk menyelesaikan kewajiban (obligation) sekarang; (3) nilai realisasi/penyelesaian (realisable/settlement value). aset dinyatakan dalam jumlah kas (atau setara kas) yang dapat diperoleh sekarang dengan menjual aset dalam pelepasan normal (orderly disposal). kewajiban dinyatakan sebesar nilai penyelesaian, yaitu jumlah kas (atau setara kas) yang tidak didiskontokan yang diharapkan akan dibayarkan untuk memenuhi kewajiban dalam pelaksanaan usaha normal; (4) nilai sekarang (present value). aset dinyatakan sebesar arus kas masuk bersih di masa depan yang didiskontokan ke nilai sekarang dari pos, yang diharapkan dapat memberikan hasil dalam pelaksanaan usaha normal. kewajiban dinyatakan sebesar arus kas keluar bersih di masa depan yang didiskontokan ke nilai sekarang, yang diharapkan akan diperlukan untuk menyelesaikan kewajiban dalam pelaksanaan usaha normal. 16 journal the winners, vol. 10 no. 1, maret 2009: 10-21 paragraf 101, dasar pengukuran yang lazimnya digunakan perusahaan dalam penyusunan laporan keuangan adalah biaya historis. ini biasanya digabungkan dengan dasar pengukuran yang lain, misalnya persediaan biasanya dinyatakan sebesar nilai terendah dari biaya historis atau nilai realisasi bersih (lower of cost or net realizable value), akuntansi dana pensiun menilai aset tertentu berdasarkan nilai wajar (fair value). paragraf 102, konsep modal keuangan dianut oleh sebagian besar perusahaan dalam penyusunan laporan keuangan. menurut konsep modal keuangan seperti uang atau daya beli yang diinvestasikan, modal adalah sinonim dengan aset bersih atau ekuitas perusahaan. menurut konsep modal fisik seperti kemampuan usaha, modal dipandang sebagai kapasitas produktif perusahaan, yang didasarkan pada, misalnya unit output per hari. paragraf 103, pemilihan konsep modal yang sesuai bagi perusahaan harus didasarkan pada kebutuhan pengguna laporan keuangan. jadi, konsep modal keuangan seharusnya dianut kalau pengguna laporan keuangan terutama berkepentingan dengan pemeliharaan modal nominal atau daya beli dari modal yang diinvestasikan. namun demikian, kalau pengguna berkepentingan dengan kemampuan usaha perusahaan, seharusnya digunakan konsep modal fisik. konsep yang dipilih menunjukkan sasaran yang akan dicapai dalam penetapan laba, bahkan meskipun operasionalisasi konsep tersebut tidak terlepas dari kesulitan pengukurannya. paragraf 104, konsep modal dalam paragraf 102 menciptakan 2 konsep pemeliharaan modal, yaitu (1) pemeliharaan modal keuangan (financial capital maintenance). menurut konsep ini, laba hanya diperoleh kalau jumlah finansial (atas uang) dari aset bersih pada akhir periode melebihi jumlah finansial (atas uang) dari aset bersih pada awal periode, setelah memasukkan kembali setiap distribusi kepada, dan mengeluarkan setiap kontribusi dari para pemilik selama periode. pemeliharaan modal keuangan dapat diukur, baik dalam satuan moneter nominal (nominal monetary units) atau dalam satuan daya beli yang konstan (units of constant purchasing power); dan (2) pemeliharaan modal fisik (physical capital maintenance). menurut konsep ini, laba hanya diperoleh kalau kapasitas produkstif fisik (atau kemampuan usaha) pada akhir periode melebihi kapasitas produktif fisik pada awal periode setelah memasukkan kembali setiap distribusi kepada, dan mengeluarkan setiap kontribusi dari, para pemilik selama suatu periode. tiga konsep modal yang didefinisikan dalam ifrs selama inflasi dan deflasi rendah, yaitu (1) modal fisik (physical capital). lihat paragraf 102, (2) modal nominal keuangan (nominal financial capital). lihat paragraf 104, dan (3) modal daya beli keuangan konstan (constant purchasing power financial capital). lihat paragraf 104. sedangkan 3 konsep pemeliharaan modal (capital maintenance) yang diotorisasi oleh ifrs dalam periode inflasi dan deflasi yang rendah, yaitu (1) pemeliharaan modal fisik (physical capital maintenance) adalah pilihan dalam periode inflasi dan deflasi yang rendah. model akuntansi biaya kini yang dijelaskan oleh ifrs. lihat paragraf 106, (2) pemeliharaan modal keuangan (financial capital maintenance) dalam satuan moneter nominal (nominal monetary units) / historical cost accounting adalah diotorisasikan oleh ifrs, namun tidak diharuskan sebagai opsi selama periode inflasi dan deflasi yang rendah. lihat paragraf 104(a). pemeliharaan modal keuangan (financial capital maintenance) dalam satuan moneter nominal (nominal monetary units) sendiri dalam periode inflasi dan deflasi adalah suatu kekeliruan, suatu hal yang mustahil untuk mempertahankan nilai wajar dari modal keuangan secara konstan dengan pengukuran dalam unit moneter nominal sendiri selama inflasi dan deflasi, (3) pemeliharaan modal keuangan (financial capital maintenance) dalam satuan daya beli konstan (units of constant purchasing power) adalah diotorisasikan oleh ifrs, namun tidak diharuskan opsi dalam periode inflasi dan deflasi yang rendah. lihat paragraf 104(a). diharuskan dalam ias 29 selama periode hiper-inflasi. hanya pemeliharaan modal dalam satuan daya beli konstan yang dapat memelihara nilai wajar dari modal keuangan konstan selama inflasi dan deflasi di semua perusahaan yang paling tidak impas – ceteris paribus. konvergensi standar .....(heri sukendar, w.) 17 paragraf 105, konsep pemeliharaan modal berkepentingan dengan bagaimana perusahaan mendefinisikan modal yang ingin dipelihara (dipertahankan). konsep ini mengaitkan konsep modal dengan konsep laba karena memberikan dasar rujukan untuk mengukur laba. konsep ini juga merupakan prasyarat untuk membedakan antara imbal hasil atas modal perusahaan (return on capital) dan pengembalian modal (return on capital); hanya arus masuk aset yang melebihi jumlah yang dibutuhkan untuk memelihara modal dapat dianggap laba dan karenanya merupakan imbalan modal. oleh karena itu, laba merupakan jumlah residual yang tertinggal setelah semua beban (termasuk penyesuaian pemeliharaan modal, kalau ada) dikurangkan pada penghasilan. kalau beban melebihi penghasilan, maka jumlah residualnya merupakan kerugian bersih. paragraf 106, konsep pemeliharaan modal fisik memerlukan penggunaan dasar pengukuran biaya kini (current cost). namun demikian, konsep pemeliharaan modal keuangan tidak memerlukan penggunaan dasar pengukuran tertentu. pemilihan dasar dalam konsep ini bergantung pada jenis modal keuangan yang ingin dipelihara perusahaan. paragraf 107, perbedaan pokok antara 2 konsep pemeliharaan modal ini adalah perlakuan terhadap pengaruh perubahan harga aset dan kewajiban perusahaan. dalam pengertian umum, perusahaan telah memelihara modalnya kalau modal yang dimiliki pada akhir periode sama dengan pada awal periode. setiap jumlah di atas atau yang melebihi yang diperlukan untuk memelihara modal pada awal tahun merupakan laba. paragraf 108, menurut konsep pemeliharaan modal keuangan yang mendefinisikan modal dalam satuan moneter nominal, laba merupakan kenaikan dalam modal uang nominal selama suatu periode. jadi, kenaikan harga aset yang dimiliki selama satu periode, yang secara konvensional disebut keuntungan akibat kepemilikan (holding gains), secara konseptual disebut laba. namun demikian, jumlahnya tidak diakui sampai aset tersebut dilepaskan dalam transaksi pertukaran. jika konsep pemeliharaan modal keuangan didefinisikan dalam satuan daya beli konstan, maka laba merupakan kenaikan daya beli yang diinvestasikan selama suatu periode. jadi, hanya bagian dari kenaikan harga aset yang melebihi kenaikan tingkat harga umum disebut laba. sisa kenaikan yang lain diperlakukan sebagai penyesuaian pemeliharaan modal dan karenanya merupakan bagian dari ekuitas. paragraf 109, menurut konsep pemeliharaan modal fisik yang mendefinisikan modal dalam kapasitas produktif fisik, laba merupakan kenaikan modal tersebut selama suatu periode. semua perubahan harga yang mempengaruhi aset dan kewajiban perusahaan dipandang sebagai perubahan dalam pengukuran kapasitas produktif fisik perusahaan. oleh karena itu, jumlahnya diperlakukan sebagai penyesuaian pemeliharaan modal yang merupakan bagian ekuitas dan bukan merupakan laba. paragraf 110, pemilihan dasar pengukuran dan konsep pemeliharaan modal akan menentukan model akuntansi yang digunakan dalam penyusunan laporan keuangan. model akuntansi yang berbeda menunjukkan derajat relevansi dan keandalan yang berbeda dan seperti halnya dalam bidang lain, manajemen harus mencari keseimbangan antara relevansi dan keandalan. kerangka dasar ini berlaku untuk serangkaian model akuntansi dan memberikan bimbingan dalam penyusunan dan penyajian laporan keuangan, yang dibentuk menurut model yang dipilih. saat ini iasb tidak bermaksud merumuskan suatu model tertentu, kecuali dalam keadaan luar biasa seperti perusahaan yang melaporkan dalam mata uang di suatu perekonomian yang dilanda hiper-inflasi. namun demikian, hal ini akan ditinjau kembali dengan memperhatikan perkembangan di masa depan. persyaratan ifrs laporan keuangan menurut ifrs terdiri dari (ias1.8) hal-hal sebagai berikut (1) laporan posisi keuangan (a statement of financial position), (2) laporan pendapatan komprehensif (a comprehensive income statement), (3) laporan perubahan ekuitas atau laporan pengakuan pendapatan atau beban (either a statement of changes in equity (soce) or a statement of recognised income or expense ("sorie")), (4) laporan arus kas (a cash flow statement or statement of cash flows), dan (5) catatan, termasuk ringkasan kebijakan akuntansi yang penting (notes, including a summary of the significant accounting policies). 18 journal the winners, vol. 10 no. 1, maret 2009: 10-21 informasi komparatif disajikan untuk periode pelaporan sebelumnya (ias 1.36). suatu perusahan yang menyiapkan akun-akun ifrs untuk pertama kali harus mengaplikasikan ifrs secara penuh untuk tahun berjalan dan periode komparatifnya, meskipun terdapat pengecualian transisi (ifrs1.7). pada tanggal 6 september 2007, iasb mengeluarkan revisi ias 1 mengenai penyajian laporan keuangan. perubahan mendasar dari versi sebelumnya yang menuntut suatu perusahaan harus (1) menyajikan semua perubahan bukan pemilik (non-owner) dalam ekuitas yang adalah laba komprehensif (comprehensive income), baik dalam satu statement of comprehensive income atau dalam 2 statements (a separate income statement and a statement of comprehensive income). komponen-komponen dari comprehensive income tidak boleh disajikan dalam the statement of changes in equity, (2) menyajikan statement of financial position (balance sheet) pada saat awal periode komparatif dalam satu set financial statements sewaktu perusahaan mengaplikasikannya dalam akuntansi, (3) 'balance sheet' akan menjadi 'statement of financial position', (3) 'income statement' akan menjadi 'statement of comprehensive income', dan (4) 'cash flow statement' akan menjadi 'statement of cash flows'. revisi ias 1 berlaku efektif untuk periode tahun dimulai atau sesudah 1 januari 2009. adopsi lebih awal diijinkan. metode penelitian dalam mengkaji konvergensi standar laporan keuangan ke standar pelaporan keuangan internasional, penulis menggunakan metode penelitian isi (content analysis) sebagai acuan kajian tersebut. penelitian dengan metode ini merupakan analisis terhadap konsep. analisis konsep merupakan pembuatan eksistensi dan frekuensi konsep yang biasanya dipresentasikan dalam bentuk kata-kata dalam frasa yang terdapat dalam teks (dalam hal ini berupa literatur). fokus analisis ini ditujukan pada pengamatan terhadap apa dan bagaimana penerapan ifrs dalam pelaporan keuangan yang dianggap penting dan mendukung tujuan penelitian. sebagai tolok ukurnya, penulis menggunakan beberapa acuan pustaka seperti buku international accounting edisi ke 5 (choi, frederick d.s., dan meek, gary k.) yang menjelaskan konsep-konsep standar akuntansi internasional, kemudian standar akuntansi internasinal (ias/ifrs) yang merupakan standar akuntansi internasional, yang telah semakin banyak digunakan secara luas di seluruh dunia serta buku standar akuntansi keuangan per 1 juli 2009, yang merupakan standar akuntansi indonesia edisi yang paling akhir saat ini, dalam rangka konvergensi menuju kepada standar akuntansi internasional. atas dasar ketiga buku acuan tersebut, yang merupakan konsep penerapan ifrs ini dijabarkan dampak konvergensi ifrs terhadap bisnis dan perpajakan di indonesia. hasil dan pembahasan dengan diimplementasikannya ifrs menggantikan psak yang terdahulu, menimbulkan dampak terhadap sistem akuntansi dan pelaporan sebagai berikut. pertama, penyajian laporan keuangan, yaitu konsep other comprehensive income (oci) di dalam laba rugi komprehensif; perubahan definisi-definisi seperti kewajiban (liabilitas) dan hak minoritas menjadi bagian non pengendali (non-controlling interest); pos luar biasa tidak lagi diperbolehkan; klasifikasi instrumen keuangan; dan perubahan nama laporan keuangan. kedua, pengukuran laporan keuangan, yaitu peningkatan penggunaan nilai wajar (fair value); standar ifrs lebih condong kepada penggunaan nilai wajar, terutama untuk properti investasi, konvergensi standar .....(heri sukendar, w.) 19 beberapa aset tak berwujud, aset keuangan, dan aset biologis. dengan demikian, diperlukan sumber daya yang kompeten untuk menghitung nilai wajar atau bahkan perlu menyewa jasa konsultan penilai, terutama untuk aset-aset yang tidak memiliki nilai pasar aktif; penggunaan estimasi dan “judgement”; akibat karakteristik ifrs yang lebih berbasis prinsip, akan lebih banyak dibutuhkan “judgement” untuk menentukan bagaimana suatu transaksi keuangan dicatat. ketiga, pengungkapan, yaitu persyaratan pengungkapan yang lebih banyak dan lebih rinci; ifrs mensyaratkan pengungkapan berbagai informasi tentang risiko, baik kualitatif maupun kuantitatif; dan pengungkapan dalam laporan keuangan harus sejalan dengan data /informasi yang dipakai untuk pengambilan keputusan yang digunakan oleh manajemen dampak konvergensi ifrs terhadap bisnis ketua dewan pengurus nasional iai, ahmad hadibroto menyatakan ”langkah strategis menuju keseragaman ‘bahasa’ dalam akuntansi dan pelaporan keuangan di sektor privat ini merupakan agenda utama profesi akuntansi secara global. terciptanya harmonisasi standar akuntansi global juga menjadi salah satu tujuan dan komitmen kelompok g-20 dalam meningkatkan kerjasama perekonomian dunia.” dengan adanya standar global tersebut, memungkinkan keterbandingan dan pertukaran informasi secara universal. kovergensi ifrs dapat meningkatkan daya informasi dari laporan keuangan perusahaan-perusahaan yang ada di indonesia. adopsi standar internasional juga sangat penting dalam rangka stabilitas perekonomian. manfaat dari program konvergensi ifrs diharapkan akan mengurangi hambatan-hambatan investasi, meningkatkan transparansi perusahaan, mengurangi biaya yang terkait dengan penyusunan laporan keuangan, dan mengurangi cost of capital. sementara itu, tujuan akhirnya laporan keuangan yang disusun berdasarkan standar akuntansi keuangan (sak) hanya akan memerlukan sedikit rekonsiliasi untuk menghasilkan laporan keuangan berdasarkan ifrs. banyaknya standar akuntansi yang harus dilaksanakan dalam program konvergensi ini menjadi tantangan yang cukup berat bagi dask-iai dan publik untuk sedari awal mengantisipasi implementasi program konvergensi ifrs. hal tersebut dapat dilihat pada pengalaman pemberlakuan psak 50 dan 55 mengenai instrumen keuangan yang telah terbit tahun 2008, yang mendapat tekanan kuat dari ketidaksiapan industri keuangan sehingga harus ditunda penerapannya, maka dapat dibayangkan betapa dahsyatnya memberlakukan puluhan standar dalam waktu singkat. selain kesiapan perusahaan-perusahaan, implementasi program ini juga menuntut kesiapan praktisi akuntan manajemen, akuntan publik, akademisi, regulator serta profesi pendukung lainnya seperti aktuaris dan penilai. akuntan publik diharapkan dapat segera meng-update pengetahuannya sehubungan dengan perubahan sak, meng-update spap dan menyesuaikan pendekatan audit yang berbasis ifrs. akuntan manajemen/perusahaan dapat mengantisipasi, dengan segera membentuk tim sukses konvergensi ifrs yang bertugas meng-update pengetahuan akuntan manajemen, melakukan gap analysis dan menyusun road map konvergensi ifrs serta berkoordinasi dengan proyek lainnya untuk optimalisasi sumber daya. akuntan akademisi/ universitas diharapkan dapat membentuk tim sukses konvergensi ifrs untuk meng-update pengetahuan akademis, merevisi kurikulum dan silabus serta melakukan penelitian yang terkait serta memberikan input/komentar terhadap ed dan discussion papers yang diterbitkan oleh dsak maupun iasb. di samping dampak positif, timbul juga dampak negatif dari penerapan ifrs terhadap bisnis, khususnya di indonesia, yaitu faktor budaya yang terbiasa menggunakan standar akuntansi domestik (yang berlaku di indonesia) dan sulit untuk mengubah metode ini; jika ingin diterapkan akan membutuhkan waktu yang cukup lama untuk penyesuaiannya. konvergensi juga menyangkut proses 20 journal the winners, vol. 10 no. 1, maret 2009: 10-21 penerjemahan bahasa, kadangkala terjemahan yang dibuat dan maksud dari bahasa yang bersangkutan tidak cocok/sesuai sehingga memungkinkan terjadinya persepsi yang berbeda terhdap informasi bisnis tersebut. dengan semakin mudahnya para calon investor membaca laporan keuangan di setiap negara yang telah mengadopsi standar ifrs, khususnya negara berkembang, timbul sebuah analisis bahwa terdapat konspirasi politik-ekonomi pihak-pihak tertentu melalui pemberlakuan standar secara global ini untuk mempermudah para penanam modal asing (baca: kapitalis) melakukan pengambil-alihan perusahaan-perusahaan milik negara tanpa kesulitan yang berarti, dengan dalih investasi. hal ini dapat dirasakan dengan adanya kemudahan proses administrasi, pengesahan undang undang penanaman modal, yang selanjutnya dapat menjadi bom waktu yang siap menghancurkan kekayaan milik negara tersebut. hal ini dapat dibayangkan melalui film “the new rules of the world”, di mana pemilik modal mengeksploitasi sumber daya alam suatu negara. dampak konvergensi ifrs terhadap pajak regulator sangat diharapkan untuk melakukan penyesuaian regulasi yang terkait dengan pelaporan keuangan untuk perpajakan. saat ini terdapat beberapa perbedaan prinsip antara sak dengan perpajakan sebagai berikut (1) prinsip estimasi, yakni standar akuntansi keuangan menuntut adanya estimasi dalam berbagai hal seperti impairment loss dan provisi, sedangkan prinsip pajak hanya mengakui realisasi bukan berdasarkan estimasi; (2) prinsip nilai wajar (fair value), yakni standar akuntansi keuangan memberlakukan secara luas penetapan nilai wajar terhadap aset tetap, properti investasi dan instrumen keuangan, sedangkan prinsip perpajakan memberlakukan prinsip biaya perolehan (cost). (3) prinsip substance over form, yakni standar akuntansi keuangan memberlakukan prinsip ini terhadap finance lease serta definisi terhadap related parties, sedangkan pajak lebih mendasarkan kepada form over substance, di mana penafsiran sesuatu didasari atas memiliki syarat-syarat yang memperhatikan status legal; (4) principle based, yakni standar akuntansi keuangan menerapkan principle based yang sangat dominan dalam segala hal, termasuk kaitan related party transaction serta penetapan umur manfaat untuk aset tetap dan aset tak berwujud, sedangkan perpajakan lebih menekankan kepada rule based, di mana semua diatur berdasarkan aturan definisi yang detail; (5) konsep materialitas, yakni standar akuntansi keuangan menatapkan konsep materiality secara mendalam, khususnya dalam penilaian terhadap suatu laporan keuangan, sedangkan dalam perpajakan tidak mengenal prinsip materialitas. simpulan penerapan ifrs di indonesia saat ini merupakan suatu langkah tepat dalam mempersiapkan bangsa indonesia menuju era perdagangan bebas, meskipun dengan berbagi kendala baik teknis pelaksanaan maupun psikologis berupa ancaman penguasaan asing. manfaat dari konvergensi diharapkan akan mengurangi hambatan-hambatan investasi, meningkatkan transparansi perusahaan, mengurangi biaya terkait dengan penyusunan laporan keuangan, dan mengurangi biaya modal karena laporan keuangan yang berdasarkan psak tidak memerlukan rekonsiliasi signifikan dengan laporan keuangan berdasarkan ifrs. dengan adanya standar global tersebut, memungkinkan keterbandingan dan pertukaran informasi secara universal. konvergensi standar .....(heri sukendar, w.) 21 daftar pustaka choi, f.d.s., and meek, g.k. (2005). international accounting, 5th ed., pearson. ikatan akuntan indonesia. standar akuntansi keuangan per 1 juli 2009, jakarta: salemba empat. wolk, harry i. , michael g.tearney, dan james l. dodd. (2001). accounting theory: a conceptual and institutional approuch. cincinnati, ohio: southwestern college publishing. microsoft word 06_rina astini_ok_final.doc mediasi dan pengaruh switching cost …... (rina astini) 161 mediasi dan pengaruh switching cost terhadap loyalitas pelanggan gsm rina astini jurusan manajemen, fakultas ekonomi, universitas mercu buana, kampus menteng, jln. menteng raya no.29, jakarta pusat abstract article presents a measurement of the effects of satisfaction and trust in connection with customer loyalty, and a direct and indirect effects of switching cost on customer loyalty. data were collected from 42 respondents coming from gsm customers. data was analyzed by using path analysis methods. the study found that satisfaction did not necessarily affect customers’ loyalty. relationship of customer satisfaction and trust was greatly influenced by perception of customers towards the cost of switching. level of satisfaction and respondent loyalty average was 69.7% and the average value of customer loyalty was 78.73%. the research result indicates that trust and switching cost jointly influence customer loyalty. trust is more important than customer satisfaction in influencing customer loyalty, where the trust contains belief towards a brand, which will produce a positive outcome both in the present and in the future. customer satisfaction does not contain this dimension. it is concluded that gsm operators shall have to focus on trust rather than satisfaction. keywords: switching costs, customer loyalty, gsm abstrak artikel bertujuan mengukur efek kepuasan dan kepercayaanyang terkait dengan loyalitas pelanggan, serta efek langsung dan tidak langsung dari biaya beralih terhadap loyalitas pelanggan. data dikumpulkan dari 42 responden pelanggan gsm. data dianalisis dengan metode analisis jalur. dari hasil studi ditemukan bahwa kepuasan tidak serta merta mempengaruhi loyalitas pelanggan. hubungan kepuasan pelanggan dan kepercayaan sangat dipengaruhi oleh seberapa besar persepsi pelanggan terhadap biaya beralih. tingkat kepuasan dan loyalitas responden secara rata-rata kepuasan 69,7% dan nilai rata-rata loyalitas pelanggan 78,73%. hasil penelitian menunjukkan bahwa kepuasan, kepercayaan, dan biaya beralih secara bersama-sama mempengaruhi loyalitas pelanggan; kepercayaan lebih penting daripada kepuasan pelanggan dalam mempengaruhi loyalitas pelanggan, yaitu kepercayaan berisi belief terhadap suatu merek yang akan menghasilkan outcome positif baik saat ini maupun yang akan datang. sedangkan kepuasan pelanggan tidak berisi dimensi ini. disimpulkan, operator gsm harus menitikberatkan pada kepercayaan daripada kepuasan. keywords: switching cost, loyalitas pelanggan, gsm 162 journal the winners, vol. 9 no. 2, september 2008: 161-179 pendahuluan globalisasi yang didorong oleh kemajuan pesat di bidang teknologi, terutama teknologi telekomunikasi menyebabkan semakin derasnya arus informasi dengan segala dampaknya, baik positif maupun negatif. menurut international telecommunications union (itu), setiap peningkatan 1% telekomunikasi suatu negara akan memberi kontribusi kepada peningkatan pertumbuhan ekonomi nasional sebesar 3%. hal ini bisa dilihat dari negara-negara yang baru tumbuh seperti korea selatan, china, dan malaysia (driyo dalam economic review 2006). berdasarkan asosiasi telepon seluler indonesia (atsi), terdapat 11 perusahaan yang mendapatkan izin sebagai operator telepon seluler di indonesia, tetapi yang beroperasi sebanyak 9 perusahaan. dari jumlah tersebut, 6 di antaranya adalah pemain lama dan 3 perusahaan lainnya adalah pemain baru. namun, dari jumlah tersebut, yang menggunakan sistem digital gsm dan teknologi cdma masing-masing 4 perusahaan, yang menggunakan sistem amps/nmt ada 2 perusahaan, dan 1 perusahaan menggunakan teknologi nmt 450 (tabel 1). ”gsm” kepanjangan dari global system for mobile communication, yang merupakan standar komunikasi seluler yang berbasis komunikasi digital. teknologi gsm hingga kini masih tetap diadopsi oleh 4 perusahaan operator seluler seperti pt telkomsel (simpati), pt excelcomindo (pro xl), pt natrindo telepon seluler/lippo telecom (cermat), dan pt indosat tbk (mentari, im3, matrik). namun, saat ini muncul operator baru dengan bendera three (3) yang dimiliki oleh pt cyber access communication, yang mengusung teknologi gsm 1800 dan wcdma (data atsi:2004). gerpott et al. (2001: 249) menggarisbawahi ”dalam jasa telekomunikasi, seringkali terlihat bahwa sekali pelanggan telah menggunakan jasa dan terhubung ke jaringan operator tertentu, hubungan jangka panjang yang terjalin di antara mereka akan menentukan sukes tidaknya suatu perusahaan bersaing, dibandingkan mereka yang di industri di luar jasa telekomunikasi.” dalam kondisi seperti itu, melindungi existing customer base dan mempertahankan loyalitas pelanggan merupakan keunggulan kompetitif yang sangat krusial. loyalitas pelanggan adalah komponen kunci kelangsungan hidup suatu merek (krishnamurti dan raj, 2001). oliver (1997: 392) mendefinisikan loyalitas pelanggan sebagai ”sebuah komitmen yang kuat untuk membeli kembali atau berlangganan kembali sebuah produk/jasa secara konsisten di masa yang akan datang. dengan demikian, mengakibatkan pembelian secara berulang merek yang sama atau brand-set yang sama, meskipun pengaruh situasional dan kekuatan marketing bisa menyebabkan perilaku beralih (switching behaviour). walaupun masih banyak definisi dari loyalitas pelanggan, kelihatannya jelas bahwa ada 2 macam loyalitas pelanggan, yaitu stokastik dan deterministik. apapun definisi dari loyalitas pelanggan, dalam rangka untuk meningkatkan loyalitas pelanggan, maka operator telekomunikasi membutuhkan (1) menaikkan tingkat kepuasan pelanggan, dengan cara menaikkan kualitas jasa yang diberikan (andersen dan sullivan, 1993); (2) memastikan bahwa pelanggan percaya (trust) dengan perusahaan (fournier, 1998; gunlach et al., 1995); (3) memberikan biaya penalti jika berpindah ke operator lain, walaupun merupakan pilihan yang tidak menarik (fornell, 1992). dalam penelitian ini, biaya penalti yang dibayar ketika meninggalkan satu operator ke operator yang lain dikategorikan sebagai biaya beralih ke pelanggan (switching cost) (porter, 1998). switching cost merupakan faktor yang sangat penting karena bisa membantu perkembangan loyalitas pelanggan dan menjadikan perusahaan sedikit terpengaruh oleh fluktuasi dalam tingkat kualitas jasa, dalam jangka pendek. faktanya, baik teori dan studi empiris menunjukkan bahwa switching cost memainkan peranan yang sangat penting dalam menjaga pelanggan suatu perusahaan dan mediasi dan pengaruh switching cost …... (rina astini) 163 meningkatkan competitive advantage (farrel dan shapiro, 1998; klemper, 1987a, 1995). oleh karena itu, saat ini perusahaan berkonsentrasi dalam kegiatan marketing secara langsung menggunakan penalti ini (burnhamm et al., 2003). ketika harga naik, pelanggan menjadi kurang sensitif terhadap tingkat kepuasan (hauser et al., 1994). bagaimanapun, struktur pasar mempengaruhi efek dari switching cost terhadap hubungan kepuasan pelanggan dan loyalitas pelanggan. jika pasar dari operator begitu besar, maka efek dari switching cost terhadap loyalitas pelanggan dan kepuasan pelanggan akan rendah,.maka pelanggan yang tidak puas akan terus menggunakan satu saja merek, walaupun penaltinya tinggi dan mereka tidak punya pilihan lain untuk pindah (feick et al., 2001). ketika alternatif ada dan switching cost rendah, pelanggan yang tidak puas dapat dengan mudah pindah ke kompetitor. dalam banyak kasus yang telah diteliti, hubungan antara loyalitas pelanggan dan kepuasan pelanggan sangat kuat untuk segmen pelanggan yang memiliki switching cost yang tinggi (bloemer et al., 1998; jones et al., 2000). bagaimanapun, patterson dan sharma (2000) menjelaskan bahwa jika switching cost naik, maka kekuatan hubungan antara kepercayaan dan komitmen juga ikut naik. semua penelitian mengatakan bahwa switching cost memiliki efek moderasi dalam anteseden loyalitas pelanggan seperti kepuasan pelanggan dan trust. umumnya, walaupun biaya penalti yang diberlakukan berperan secara potensial dalam loyalitas pelanggan, topik ini menarik untuk dikaji karena terbatasnya penelitian, di mana riset saat ini terhadap loyalitas pelanggan hanya menitikberatkan pada kepuasan pelanggan, kualitas jasa, dan trust. oleh karena itu, tulisan ini akan meneliti kekurangan dari penelitian yang ada dengan menguji efek langsung dan tidak langsung dari trust dan kepuasan pelanggan dalam loyaltias pelanggan, dan efek mediasi dari perceived switching cost terhadap loyalitas pelanggan. dari uraian di atas, masalah kepuasan pelanggan, perceived switching cost dan trust menjadi menarik untuk dibahas, untuk melihat sejauh mana loyalitas pelanggan telepon seluler gsm dalam mengggunakan jasa layanan telepon. oleh karena itu, penulis akan menentukan identifikasi masalah sebagai berikut: (1) bagaimana loyalitas pelanggan gsm di indonesia sampai saat ini?; (2) sejauh mana pengaruh kepuasan pelanggan dan trust dalam jasa telepon seluler gsm terhadap loyalitas pelanggan?; (3) sejauh mana pengaruh langsung dan tidak langsung dari perceived switching cost terhadap loyalitas pelanggan?; dan (4) apa saja yang harus dilakukan operator layanan seluler gsm dalam mengelola pelanggannya sehingga loyalitas pelanggan tetap terjaga?. secara garis besar, konsep service mengacu pada 3 lingkup definisi utama, yaitu industri, output atau penawaran, dan proses (jhons, 1999). dalam konteks industri, istilah jasa digunakan untuk menggambarkan berbagai sub-sektor dalam kategorisasi aktifitas ekonomi seperti transportasi, finansial, perdagangan ritel, personal services, kesehatan, pendidikan, dan layanan publik. dalam lingkup penawaran, jasa dipandang sebagai produk intangible yang output-nya lebih berupa aktifitas ketimbang objek fisik, meskipun dalam kenyataannya, banyak pula jasa yang melibatkan produk fisik (contohnya adalah makanan di restoran dan pesawat di jasa penerbangan). sebagai proses jasa mencerminkan penyampaian jasa inti, interaksi personal, kinerja (performances) dalam arti luas (termasuk di dalamnya darama dan keterampilan) serta pengalaman layanan. menurut kotler (2003); kotler et al. (2004); solomon dan stuart (2003); fisk, grove dan jhon (2004) serta zeithaml dan bitner (2003), terdapat 4 karakteristik sebagai berikut. pertama, intangibility. jasa bersifat intangible, artinya adalah jasa tidak dapat dilihat, dirasa, dicium, didengar, atau diraba sebelum dikonsumsi atau dibeli. konsep intangible memiliki 2 pengertian (berry, 1980), yaitu (1) sesuatu yang tidak dapat disentuh dan tidak dapat dirasakan; dan (2) sesuatu yang tidak mudah didefinisikan, dirumuskan atau dipahami secara rohaniah. kedua, heterogeneity/ variability/ inconsistency. jasa bersifat sangat variabel karena merupakan non-standadized output, artinya terdapat banyak variasi bentuk, kualitas, dan jenis, tergantung pada siapa, kapan dan di mana jasa tersebut 164 journal the winners, vol. 9 no. 2, september 2008: 161-179 diproduksi. menurut boove, houston dan thill (1995), dalam tjiptono terdapat 3 faktor yang menyebabkan variabilitas kualitas jasa, yaitu kerjasama atau partisipasi pelanggan selama penyampaian jasa, moral/motivasi karyawan dalam melayani pelanggan, dan beban kerja perusahaan. ketiga, inseparability. jasa umumnya dijual terlebih dahulu, baru kemudian diproduksi dan dikonsumsi pada waktu dan tempat yang sama. interaksi antara penyedia jasa dan pelanggan merupakan ciri khusus dalam pemasaran jasa. keduanya mempengaruhi hasil (outcome) dari jasa bersangkutan. dalam hubungan antara penyedia jasa dan pelanggan ini, efektifitas individu yang menyampaikan jasa (contact-personnel) merupakan unsur kritis. implikasinya, kunci keberhasilan bisnis jasa terdapat pada proses rekrutmen dan seleksi, penilaian kinerja, sistem imbalan, pelatihan, dan pengembangan karyawannya. keempat, perishability. perishability berarti jasa merupakan komoditas yang tidak tahan lama, tidak dapat disimpan untuk pemakaian ulang di waktu mendatang, dijual kembali atau dikembalikan (zeithalm dan bitner, 2003). pelanggan tidak semata-mata membeli barang atau jasa, melainkan mereka membeli manfaat yang diberikan oleh barang atau jasa bersangkutan (levitt, 1980). gronroos (2000) menegaskan bahwa setiap perusahaan (pemanufaktur maupun organisasi jasa, beroperasi dalam pasar konsumen maupun pasar industrial), perlu mempertimbangkan perspektif jasa (servis perspektif) dalam strategi bersaingnya. gronroos (2000) mengidentifikasikan 4 perspektif strategik utama, yaitu perspektif produk inti (core product perspective), perspektif harga (price perspective), perspektif citra (image perspective), dan perspektif jasa. pertama, perspektif produk inti (core product perspective). perspektif ini berkonsentrasi pada pengembangan solusi inti, baik berupa produk fisik maupun jasa, sebagai penyedia nilai utama bagi proses penciptaan nilai pelanggan. layanan/jasa tambahan bisa dipandang penting, namun tidak strategik sehingga cenderung hanya mendapatkan prioritas rendah. hidden service terutama yang nonbillable tidak dipandang sebagai value enhanching services. kedua, perspektif harga (price perspective). perspektif ini menganggap bahwa harga merupakan kriteria pembelian terpenting di antara para pelanggannya sehingga kemampuan menawarkan harga murah merupakan faktor krusial dalam rangka mempertahankan survivabilitas di pasar. harga dipandang sebagai kontributor utama bagi proses penciptaan nilai pelanggan. penyediaan jasa/layanan tambahan tidak dianggap sebagai proses penambahan nilai sehingga prioritasnya lebih rendah dibandingkan kapabilitas menawarkan solusi berharga murah. ketiga, perspektif citra (image perspective). perspektif ini menekankan pentingnya diferensiasi berdasarkan citra merek atas produk inti yang ditawarkan perusahaan. citra semacam ini terbentuk dalam benak konsumen melalui periklanan dan komunikasi pemasaran lainnya. solusi inti dipandang sebagai titik awal bagi pengembangan nilai pelanggan. namun, citra merek yang dihasilkan dari aktifitas pemasaran diyakini sebagai kontributor utama bagi proses penciptaan nilai pelanggan. keempat, perspektif jasa. perspektif ini berkeyakinan bahwa solusi inti (produk fisik, jasa atau kombinasi barang dan jasa) tidak cukup untuk mendiferensiasikan penawaran perusahaan dalam pasar yang sangat kompetitif. oleh karena itu, customer’s value generating processes perlu didukung dengan total service offering yang mengintegrasikan komponen produk fisik, jasa/layanan, informasi, perhatian personal, dan elemen-elemen relasi pelanggan lainnya. hidden service dipandang sebagai komponen penting dalam proses penciptaan nilai pelanggan, sementara harga dipandang kurang penting dibandingkan dengan biaya jangka panjang bagi pelanggan. howard dan sheth (1969) mengungkapkan bahwa kepuasan pelanggan adalah situasi kognitif pembeli berkenaan dengan kesepadanan atau ketidaksepadanan antara hasil yang didapatkan, dibandingkan dengan pengorbanan yang dilakukan. swan et al. (1980) mendefinisikan kepuasan pelanggan sebagai evaluasi secara sadar atau penilaian kognitif, menyangkut apakah kinerja produk relatif bagus atau jelek atau apakah produk bersangkutan cocok atau tidak cocok dengan mediasi dan pengaruh switching cost …... (rina astini) 165 tujuan/pemakaiannya. oliver (1981) mengemukakan bahwa kepuasan pelanggan merupakan evaluasi terhadap surprise yang inheren atau melekat pada pemerolehan produk dan atau pengalaman konsumsi. churchil dan suprenant (1982) merumuskan kepuasan pelanggan sebagai hasil pembelian dan pemakaian yang didapatkan dari perbandingan antara reward dan biaya pembelian dengan konsekuensi yang diantisipasi sebelumnya. kepuasan pelanggan adalah tingkat perasaan seseorang setelah membandingkan kinerja (atau hasil) yang ia rasakan dibandingkan dengan harapannya (kotler, 2000). berbagai studi literatur menunjukkan bahwa salah satu definisi yang banyak diacu dalam literatur pemasaran adalah definisi berdasarkan disconfirmation paradigm (oliver, 1997). berdasarkan paradigma tersebut, kepuasan pelanggan dirumuskan sebagai evaluasi purna beli, di mana persepsi terhadap kinerja alternatif produk/jasa yang dipilih memenuhi atau melebihi harapan sebelum pembelian. apabila persepsi terhadap kinerja tidak bisa memenuhi harapan, maka yang terjadi adalah ketidakpuasan. dengan demikian, ketidakpuasan dinilai sebagai bipolar opposite dari kepuasan (spreng et al., 1996). kepuasan pelanggan berkontribusi pada sejumlah aspek krusial seperti terciptanya loyalitas pelanggan, meningkatnya reputasi perusahaan, berkurangnya elastisitas harga, berkurangnya biaya transaksi masa depan, dan meningkatnya efesiensi dan produktifitas karyawan (anderson et al., 1994). di samping itu, kepuasan pelanggan juga dipandang sebagai salah satu indikator terbaik untuk laba masa depan (fornell, 1992; kotler, 2000). fakta bahwa menarik pelanggan baru jauh lebih mahal daripada mempertahankan pelanggan, saat ini menarik perhatian pada kepuasan pelanggan (fornell dan wenerfelt, 1987). menurut beberapa studi yang telah dilakukan, misalnya (gronhold et al., 2000); kristensen et al., 2000); gerpott et al., 2001; sharma, 2003; aydin dan ozer (2005) memperlihatkan hasil bahwa kepuasan pelanggan secara positif mempengaruhi loyalitas. meskipun belum ada konsensus mengenai cara mengukur kepuasan pelanggan, sejumlah studi menunjukkan bahwa ada 3 aspek penting yang perlu ditelaah dalam kerangka pengukuran kepuasan pelanggan (fornell, 1992; fornell et al., 1996), yaitu (1) kepuasan general atau keseluruhan (overall satisfaction); (2) konfirmasi harapan (confirmation of expectations), yakni tingkat kesesuaian antara kinerja dengan ekspektasi; dan (3) perbandingan dengan situasi ideal (comparison to ideal), yaitu kinerja produk dibandingkan dengan produk ideal menurut persepsi konsumen. pengukuran overall customer satisfaction (kepuasan pelanggan keseluruhan) dalam studi ini dilakukan dengan cara (1) mengukur tingkat kepuasan pelanggan terhadap produk atau jasa perusahaan bersangkutan; (2) menilai dan membandingkannya dengan tingkat kepuasan pelanggan keseluruhan terhadap produk atau jasa pesaing (tjiptono, 2004). biaya beralih (switching cost) lebih merupakan one-time cost dan bukan ongoing cost (porter, 1980). berdasarkan perspektif ini, burnham et al., (2003) mendefinisikan biaya beralih sebagai one-time cost, yang dipersepsikan atau diasosiasikan pelanggan dengan proses beralih dari penyedia jasa/produk yang satu ke penyedia jasa/produk yang lain. biaya-biaya semacam itu tidak terbatas pada biaya ekonomis, namun bisa meliputi berbagai macam biaya seperti biaya pencarian, biaya transaksi, biaya belajar, diskon pelanggan loyal, kebiasaan pelanggan (consumer habit), biaya emosional, usaha kognitif, resiko finansial, resiko sosial, dan resiko psikologis (fornell, 1992). biaya beralih juga berkontribusi pada laba yang lebih besar, respon inelastis terhadap harga, hambatan masuk bagi para pendatang baru maupun pesaing lain, dan terciptanya keunggulan strategis yang berkesinambungan (kerin et al., 1992; porter, 1980). biaya beralih meliputi tiga tipe berikut (burnham et al., 2003). pertama, prosedural switching cost (information switching costs), yang meliputi biaya resiko ekonomis, biaya evaluasi, set-up costs, dan biaya belajar. pada prinsipnya, biaya ini menyangkut waktu dan usaha yang dicurahkan. kedua, financial switching costs (contractual switching costs), terdiri atas benefit lost costs dan monetary loss costs. secara garis besar, tipe biaya ini menyangkut kehilangan sumber daya yang secara finansial bisa dihitung. ketiga, relational switching costs, berupa personal relationship loss costs dan brand 166 journal the winners, vol. 9 no. 2, september 2008: 161-179 relationship loss costs. pada prinsipnya, tipe biaya ini berkenaan dengan ketidaknyamanan psikologis atau emosional karena kehilangan identitas dan pemutusan hubungan. switching cost memberikan beberapa keuntungan terhadap perusahaan dengan sebuah akibat langsung terhadap level loyalitas pelanggan. sebagai contoh, switching cost akan mengurangi sensitivitas pelanggan terhadap harga dan tingkat kepuasan (fornell, 1992). dengan alasan ini, switching cost merupakan faktor yang lebih banyak mempengaruhi sensitifitas pelanggan terhadap harga dan juga mempengaruhi loyalitas pelanggan (eber, 1999; jones et al., 2002; bloemer et al., 1998). fornell (1992) menjelaskan bahwa hubungan antara kepuasan pelanggan dan loyalitas pelanggan bisa dipengaruhi oleh berbagai macam factor, antara lain tipe industri, biaya beralih (switching cost) dan perbedaan tingkat produk dalam katagori produk. studi empiris dalam beberapa sektor (seperti jones et al., 2000; feick et al., 2001) memperlihatkan bahwa akan terjadi hubungan yang lemah antara kepuasan pelanggan dan loyalitas pelanggan dalam segmen pasar dengan pesepsi biaya beralih yang tinggi (high perceived switching cost) dibandingkan dengan dengan segmen pasar dengan biaya beralih yang rendah (low perceived switching cost). dengan kata lain, persepsi terhadap biaya beralih (perceived switching cost) bisa menjadi efek yang memoderasi (moderator effect) terhadap loyalitas pelanggan. di sisi lain, suatu kenaikan dalam persepsi biaya beralih (perceived switching cost) akan mempengaruhi efek langsung kepercayaan terhadap produk/perusahaan (trust) terhadap loyalitas pelanggan (sharma, 2003; patterson dan sharma, 2000). dengan kata lain, perceived switching cost sebagai efek yang memoderasi (moderator effect) terhadap hubungan antara trust dan loyalitas pelanggan. anderson dan narus dalam aydin dan ozer (2004) menulis bahwa trust bisa terjadi ketika suatu kelompok percaya bahwa yang dilakukan kelompok lain akan menyebabkan hasil positif bagi mereka. akibatnya, untuk mempercayai suatu merek, pelanggan harus merasakan kualitas sebagai hal yang positif. trust telah diakui menjadi hal yang sangat penting dalam mempengaruhi hubungan komitment (morgan dan hunt, 1994). hal ini menunjukkan bahwa jika suatu kelompok percaya terhadap yang lain, akan ikut membangun sikap positif terhadap kelompok tersebut. faktor trust terhadap sebuah merek merupakan aspek krusial dalam pembentukan loyalitas merek (lau dan lee, 1999). mereka mendefinisikan trust terhadap sebuah merek sebagai kesediaan konsumen untuk mempercayai atau mengandalkan merek dalam situasi risiko karena adanya ekspektasi bahwa merek bersangkutan akan memberikan hasil positif. berdasarkan hasil riset yang mereka lakukan menunjukkan bahwa trust terhadap merek berkontribusi terhadap minat behavioral loyalitas merek. trust juga mempengaruhi kredibilitas (ganesan, 1994) dan kredibilitas mempengaruhi orientasi jangka panjang pelanggan dengan mengurangi persepsi terhadap resiko yang dihubungkan dengan sikap oportunis perusahaan (erdem et al., 2002; ganesan, 1994). secara spesifik, trust mengurangi ketidakpastian dalam suatu kondisi di mana pelanggan merasa tidak nyaman ketika mereka tahu bahwa mereka dapat menaruh kepercayaan terhadap suatu merek (chaudhuri dan holbrook, 2001). dalam dekade 2000-an, orientasi perusahaan kelas dunia mengalami pergeseran dari pendekatan konvensional ke arah kontemporer (bhote, 1996). pendekatan konvensional menekankan kepuasan pelanggan, reduksi biaya, pangsa pasar, dan riset pasar. sedangkan pendekatan kontemporer berfokus pada loyalitas pelanggan, retensi pelanggan, zero defection, dan lifelong customers (tjiptono, 2004). menurut schnaars (1998), ada 4 macam kemungkinan hubungan antara kepuasan dan loyalitas pelanggan, yaitu failures, forced loyalty, defectors, dan successes. oleh karena itu, kepuasan pelanggan harus dibarengi pula dengan loyalitas pelanggan. pelanggan yang benar-benar loyal, bukan saja sangat potensial menjadi word of mouth advertisers, namun kemungkinan besar juga loyal pada portofolio produk dan jasa perusahaan selama bertahun-tanun (tjiptono, 2004). pengukuran terhadap kepuasan maupun ketidakpuasan pelanggan suatu merek merupakan indikator yang penting dari loyalitas merek. bila ketidakpuasan pelanggan terhadap suatu merek mediasi dan pengaruh switching cost …... (rina astini) 167 rendah, maka pada umumnya tidak cukup alasan bagi pelanggan untuk beralih mengkonsumsi merek lain, kecuali bila ada faktor-faktor penarik yang sangat kuat. pelanggan yang puas akan melakukan bisnis lebih banyak dan lebih sering. mereka juga merekomendasikan perusahaan atau mereka kepada kerabat dan teman-temannya. menurut gerson (2001), hubungan antara penjualan, pelayanan, kepuasan, dan profit bersifat langsung. semakin puas seorang pelanggan, semakin banyak uang yang dibelanjakannya. pengukuran terhadap variabel loyalitas (loyal) ini dilakukan dengan pendekatan sikap dan perilaku. pengukuran sikap (attitudinal measurements) dilakukan terhadap konsistensi pembelian dan pembelian ulang. seperti yang dikemukakan oleh morgan dan hunt (1998); hennig-thurau dan klee (1997); moorman, zaltman, dan deshpande, dalam seyhmus baloglu (2002), bahwa konstruk kunci dari relationship marketing adalah hubungan antara kepercayaan dengan komitmen. komitmen konsumen untuk tetap berhubungan dengan perusahaan karena adanya keyakinan atau kepercayaan kepada perusahaan sehingga akan melakukan pembelian ulang. loyalitas terhadap produk/jasa perusahaan (merek) didefenisikan sebagai sikap menyenangi (favorable) terhadap sesuatu merek, yang direpresentasikan dalam pembelian yang konsisten terhadap merek itu sepanjang waktu. kedua pengukuran tersebut merupakan hasil dari proses psychological or emotional attachment. di sisi lain, gale (1997) mengatakan bahwa tingkat loyalitas pelanggan dipengaruhi oleh persepsi konsumen terhadap nilai yang ditawarkan oleh perusahaan. hasil dari sebuah evaluasi konsumen individual, terhadap suatu produk atau jasa dapat memenuhi harapannya atau mampu memuas-kannya, maka di masa datang akan terjadi pembelian ulang. menurut parasuraman et.al. (1998), pelanggan membentuk suatu harapan terhadap nilai dan bertindak serta berdasarkan hal itu. mereka juga memperhitungkan atau mengevaluasi penawaran mana yang akan memberikan nilai tertinggi. penawaran yang memenuhi harapan nilai pelanggan mempengaruhi kepuasan dan kemungkinan pelanggan membeli kembali. dari teori dan hasil penelitian sebelumnya maka bisa digambarkan kerangka pemikiran atau model dari penelitian seperti gambar 1. kepuasan pelanggan (x1) switching cost (y1) loyalitas pelanggan (y2) trust (x2) h1 h2 h3 h4 h5 gambar 1 kerangka penelitian/model penelitian variabel yang akan diukur adalah trust, reliability, ethics, cumulative process, switching cost, procedural switching cost, financial switching cost, relational switching cost, customer loyalty, repurchase intention, resistance to switching to competitor, dan satisfaction. 168 journal the winners, vol. 9 no. 2, september 2008: 161-179 dari kerangka pemikiran di atas, maka dijabarkan hipotesis dari penelitian sebagai berikut: h1 : customer satisfaction memiliki hubungan positif dengan customer loyalty. h2 : trust memiliki hubungan positif dengan customer loyalty h3 : persepsi terhadap switching cost berpengaruh positif terhadap loyalitas pelanggan h4 : persepsi switching cost secara tidak langsung mempengaruhi hubungan antara kepuasan pelanggan dan loyalitas pelanggan. h5 : persepsi switching cost secara tidak langsung mempengaruhi hubungan antara kepuasan pelanggan dan loyalitas pelanggan. penelitian ini menganalisis pengaruh biaya beralih (switching cost) terhadap hubungan antara kepuasan pelanggan dan trust terhadap loyalitas pelanggan. biaya beralih akan ditempatkan sebagai variabel mediasi yang mempengaruhi loyalitas pelanggan dalam pasar gsm di indonesia. penelitian ini akan meneliti hubungan antara masing-masing variabel penelitian dan pengaruhnya satu sama lain. dalam penelitian ini, yang akan menjadi variabel bebas adalah kepuasan pelanggan dan trust. sedangkan yang menjadi variabel mediasi adalah biaya beralih (switching cost). sementara itu, yang akan menjadi variabel tidak bebas adalah loyalitas pelanggan layanan telekomunikasi seluler berbasis gsm. dalam penelitian ini, yang akan dijadikan sebagai responden adalah pelanggan yang menggunakan layanan telepon seluler gsm di jakarta. pelanggan seluler yang dimaksud adalah pelanggan seluler gsm yang menggunakan layanan operator gsm, yaitu telkomsel, exelcomindo, indosat, dan hcpt (three). teknik pengambilan sampel dilakukan dengan cara probabilty sampling, dengan metode simple random sampling di mana pengambilan sampel dilakukan dengan cara acak tanpa memperhatikan strata yang ada dalam populasi tersebut. metode ini dilakukan karena populasi pelanggan gsm di jakarta adalah homogen. penelitian dilaksanakan selama 2 minggu, yaitu minggu ketiga dan keempat dalam bulan mei 2007. waktu tersebut digunakan untuk memperoleh data dan informasi melalui angket yang disebarkan kepada responden. metode penelitian yang dilakukan untuk menganalisis ”pengaruh biaya beralih terhadap hubungan antara kepuasan pelanggan dan trust terhadap loyalitas pelanggan gsm” adalah dengan metode statistik deskriptif. data statistik yang diolah ada 2, yaitu data kuantitatif dan kualitatif. dalam penelitian ini, sampel yang akan diambil sebanyak 150 orang di wilayah propinsi dki jakarta. sedangkan teknik pengambilan sampel yang digunakan adalah sampel yang dipilih secara acak sederhana (simple random sampling). seperti yang terungkap di dalam objek penelitian bahwa pokok masalah yang diteliti adalah bersumber pada 3 hal, yaitu loyalitas pelanggan layanan telepon seluler gsm sebagai variabel tidak bebas kedua (y2), pengaruh biaya beralih terhadap hubungan tidak langsung antara trust dan kepuasan pelanggan sebagai variabel tidak bebas pertama (y1), dan sejauhmana trust dan kepuasan pelanggan dalam mempengaruhi loyalitas pelanggan telepon seluler gsm (x1 dan x2), yang diterangkan pada gambar 2. secara rinci, operasionalisasi variabel dalam penelitian ini dapat dikemukakan pada tabel 1. mediasi dan pengaruh switching cost …... (rina astini) 169 gambar 2 operasional variabel tabel 1 kisi-kisi instrumen penelitian variabel konsep variabel indikator skala loyalitas pelanggan (y2) kecenderungan seseorang untuk selalu menunjukkan sikap yang sama dalam situasi yang sama terhadap produk yang sebelumnya dibeli. kemauan untuk membeli kembali produk resistansi terhadap perpindahan ke produk kompetitor kemauan untuk merekomendasikan produk ke teman dan kerabatnya ordinal switching cost (biaya beralih) (y1) one-time cost yang dipersepsikan atau diasosiasikan pelanggan dengan proses beralih dari penyedia jasa/produk yang satu ke penyedia jasa/produk yang lain. perceived monetary costs perceived uncertainty costs perceived evaluation costs perceived learning costs perceived set-up costs ordinal trust (kepercayaan) (x2) kesediaan konsumen untuk mempercayai atau mengandalkan merek dalam situasi risiko karena adanya ekspektasi bahwa merek bersangkutan akan memberikan hasil positif. reliability ethics service quality cumulative process ordinal kepuasan pelanggan (x1) situasi kognitif pembeli berkenaan dengan kesepadanan atau ketidaksepadanan antara hasil yang didapatkan dibandingkan dengan pengorbanan yang dilakukan. level of expectation level of satisfaction level of pre-purchase expectation ordinal pengolahan data dimulai dengan mengelompokkan data yang homogeny. setelah itu, diolah dan dianalisis sehingga data tersebut memiliki makna untuk memberikan pemecahan bagi masalah yang ada dan bermanfaat untuk menguji hipotesis. tahapan kerja pengolahan data dari kuisioner untuk pengujian hipotesis dapat dikemukakan sebagai berikut (1) memberi skor pada masing-masing jawaban responden; (2) memindahkan data dari lembaran kuisioner ke lembar tabulasi; dan (3) memindahkan data ke lembar kerja kemudian diolah dan dianalisis dengan menggunakan program spss 14. kuisioner yang diberikan kepada responden dibagi menjadi 2 bagian, yaitu bagian pertama berisi tentang identitas responden, yang meliputi umur, jenis kelamin, pendidikan terakhir, penghasilan per bulan, operator gsm yang digunakan, dan jenis kartu yang digunakan. sedangkan bagian kedua 170 journal the winners, vol. 9 no. 2, september 2008: 161-179 berisi tentang tanggapan responden mengenai pertanyaan-pertanyaan yang diajukan dalam kuisioner. jawaban kuisioner yang merupakan data primer digunakan untuk memperoleh nilai-nilai variabel dari kepercayaan, kepuasan, biaya beralih, dan loyalitas pelanggan dengan menggunakan skala likert. jawaban setiap item instrumen mempunyai tingkatan, dari yang paling positif (diberi skor 7) sampai dengan sangat negatif (diberi skor 1). penilaian jawaban responden tersebut dapat ditampilkan dalam skala penilaian (tabel 2). tabel 2 skala penelitian jawaban responden tingkat pendapat skor jawaban sangat setuju setuju agak setuju netral agak tidak setuju tidak setuju sangat tidak setuju 7 6 5 4 3 2 1 teknik analisis data ini berkenaan dengan perhitungan untuk menjawab rumusan masalah dan pengajuan hipotesis yang diajukan. analisis faktor digunakan untuk mereduksi menjadi lebih sedikit dan menjadi lebih fokus dalam menentukan faktor-faktor dimensi manakah yang mempunyai kontribusi signifikan dari variabel loyalitas pelanggan. analisis jalur adalah suatu teknik untuk menganalisis hubungan sebab akibat yang terjadi pada regresi berganda jika variabel bebasnya mempengaruhi variabel tergantung tidak hanya secara langsung (rutherford dalam sarwono, 2006). untuk menggunakan analisis jalur, harus ditentukan dulu model jalur yang akan diteliti. model jalur yang dimaksud bisa dilihat dalam gambar 2. model jalur adalah suatu diagram yang menghubungkan antara variabel bebas, perantara, dan tergantung. pola hubungan ditunjukkan dengan menggunakan anak panah. anak panah tunggal menunjukkan sebab akibat antara variabel-variabel exogenous atau perantara dengan satu variabel tergantung atau lebih. anak panah juga menghubungkan kesalahan (variabel residu) dengan semua variabel endogenous masing-masing. anak panah ganda menunjukkan korelasi antara pasangan variabel-variabel exogenous. berikut tahap-tahap yang harus dilakukan pada saat analisis jalur, yaitu (1) menentukan model diagram jalurnya berdasarkan paradigma hubungan antar variable; (2) membuat diagram jalur persamaan strukturalnya; (3) untuk menganalisis menggunakan spss, maka harus dilakukan dengan menggunakan dua langkah analisis substruktur, yaitu analisis substruktur 1 kemudian dilanjutkan dengan analisis substruktur 2; dan (4) analisis substruktur 1 dilakukan dengan cara membuat persamaan struktural dari diagram jalur sebagai berikut. y1 = py1x1+py1x2+є1 di mana: y1 = perceived switching cost x1 = kepuasan pelanggan x2 = trust є1 = error error merupakan nilai pengaruh yang diakibatkan oleh variabel yang tidak diteliti dalam penelitian. mediasi dan pengaruh switching cost …... (rina astini) 171 analisis substruktur 2 dilakukan dengan cara membuat persamaan struktural dari diagram jalurnya, yaitu: y2 = py2x1+py2y1+ py2x2 + є2 di mana : y1 = perceived switching cost y2 = loyalitas pelanggan x1 = kepuasan pelanggan x2 = trust є2 = error menghitung persamaan regresi dari masing-masing persamaan di atas; menghitung korelasi antara variabel kepuasan pelanggan, trust, dan perceived switching cost dengan teknik correllation pearson moment; terakhir adalah menganalisis data yang sudah dihasilkan menggunakan teknik analisis regresi, analisis korelasi dan penghitungan pengaruh langsung dan tidak langsung dari masingmasing variabel untuk kemudian diterjemahkan kedalam data-data statistik. pembahasan berdasarkan analisis faktor oleh karena variabel bebas dalam penelitian ini adalah loyalitas pelanggan dan biaya beralih yang terdiri dari beberapa faktor yang merupakan dimensi dari variabel loyalitas pelanggan dan biaya beralih, maka perlu dilakukan analisis faktor dengan tujuan mengelompokkan dan mereduksi faktorfaktor dimensi loyalitas pelanggan dan biaya beralih. analisis faktor dilakukan dengan memasukkan faktor-faktor dimensi loyalitas pelanggan, yaitu kepuasan pelanggan (x1), trust (x2), dan biaya beralih. setelah dilakukan analisis factor, maka hasil dari analisis faktor dengan program spss 14 adalah sebagai berikut (tabel 3). tabel 3 kmo and bartlett's test kaiser-meyer-olkin measure of sampling adequacy .753 bartlett's test of sphericity approx. chi-square 458.530 df 153 sig. .000 dari tabel 3 hasil uji kmo, terlihat bahwa hasil kmo (kaiser-meyer-olkin) = 0.753 telah memenuhi syarat untuk analisis faktor 0.50. begitu juga dengan bartlett’s test of sphericity juga signifikan dengan nilai signifikansi 0.000. jadi, dapat disimpulkan bahwa analisis faktor dapat diteruskan. dengan analisis korelasi anti image telah diolah oleh spss, diperoleh bahwa ada 1 subvariabel yang nilainya di bawah 0.3, yaitu subvariabel switching-4. oleh karena itu, data ini harus dibuang dan tidak dimasukkan dalam perhitungan selanjutnya. 172 journal the winners, vol. 9 no. 2, september 2008: 161-179 berdasarkan analisis jalur dari model diagram jalur, dapat ditulis 2 persamaan struktural, di mana x1 dan x2 adalah variabel eksogen dan y1 serta y2 sebagai variabel endogen. persamaan strukturalnya sebagai berikut: y1 = py1x1+py1x2+є1 (persamaan substruktur 1) di mana y1 = biaya beralih (perceived switching cost) x1 = kepuasan pelanggan x2 = kepercayaan (trust) є1 = error dengan menggunakan analisis regresis linear, maka diperoleh data dari spss 14.0 (tabel 4). tabel 4 model summary model r r square adjusted r square std. error of the estimate 1 .604(a) .365 .333 3.438 predictors: (constant), satisfaction, trust besarnya angka r square adalah 0.365. angka ini digunakan untuk melihat besarnya pengaruh kepuasan pelanggan dan kepercayaan terhadap biaya beralih, dengan cara menghitung koefisien (kd) dengan menggunakan rumus sebagai berikut. kd = r2 x 100% kd = 0.365 x 100 % kd = 36,5 % nilai kd di atas menunjukkan bahwa pengaruh satisfaction dan trust terhadap perceived switching cost secara gabungan adalah sebesar 36,5%. sedangkan sisanya sebesar 63,5 % (100%36,5%) dipengaruhi oleh faktor lain di luar variabel satisfaction dan trust. untuk menguji hipotesis, digunakan tabel anova (tabel 5). tabel 5 anova anovab 265.292 2 132.646 11.222 .000a 460.994 39 11.820 726.286 41 regression residual total model 1 sum of squares df mean square f sig. predictors: (constant), satisfaction, trusta. dependent variable: switchb. hipotesisnya berbunyi sebagai berikut. h0 = tidak ada hubungan linier antara trust dan satisfaction terhadap perceived switching cost h1 = ada hubungan linier antara trust dan satisfaction terhadap perceived switching cost pengujian dilakukan dengan 2 cara, yaitu (1) membandingkan besarnya angka f penelitian dengan f table; dan (2) membandingkan angka taraf signifikansi (sig) hasil penghitungan dengan taraf signifikansi 0,05 (5%). mediasi dan pengaruh switching cost …... (rina astini) 173 dari hasil perhitungan didapatkan angka f penelitian sebesar 11,222 > f tabel sebesar 3.25 sehingga h0 ditolak dan h1 diterima. artinya bahwa ada hubungan linier antara satisfaction dan trust dengan perceived switching cost. dengan demikian, model regresi di atas sudah layak dan benar. kesimpulannya adalah satisfaction dan trust secara gabungan mempengaruhi perceived switching cost dengan besar 36,5%. sedangkan besarnya pengaruh variabel lain yang sebesar 63,5%. cara kedua dilakukan dengan membandingkan besarnya angka taraf signifikansi (sig) penelitian dengan taraf signifikansi sebesar 0,05. kriterianya adalah sebagai berikut. berdasarkan perhitungan spss angka signifikansi sebesar 0,000, maka h0 ditolak dan h1 diterima; yang artinya bahwa ada hubungan linier antara satisfaction dan trust terhadap perceived switching cost. pengaruh parsial satisfaction dan trust terhadap perceived switching cost adalah sebagai berikut. untuk melihat besarnya pengaruh variabel satisfaction dan trust terhadap perceived switching cost secara sendiri-sendiri/parsial, digunakan uji t. sementara itu, untuk melihat besarnya pengaruh, digunakan angka beta atau standardized coeffecient (tabel 6). tabel 6 standardized coeffecient coefficientsa 16.618 3.109 5.345 .000 -.051 .154 -.058 -.333 .741 .971 .262 .642 3.709 .001 (constant) trust satisfaction model 1 b std. error unstandardized coefficients beta standardized coefficients t sig. dependent variable: switcha. hubungan antara trust dan perceived switching cost adalah sebagai berikut. berdasarkan hasil penghitungan, diperoleh angka t penelitian sebesar -0,333 < t tabel sebesar 2,021 sehingga h0 diterima dan h1 ditolak. artinya, tidak ada hubungan linier antara trust dengan perceived switching cost. kemudian, besarnya pengaruh trust terhadap perceived switching cost adalah sebesar -0,058 atau 5,8% dan dianggap tidak signifikan. hubungan antara satisfaction dan perceived switching cost adalah sebagai berikut. berdasarkan hasil penghitungan, diperoleh angka t penelitian sebesar 3.709 > t tabel sebesar 2,021 sehingga h1 diterima dan h0 ditolak. artinya, ada hubungan linier antara satisfaction dengan perceived switching cost. kemudian, besarnya pengaruh satisfaction terhadap perceived switching cost adalah sebesar 0.642 atau 64.2%. analisis korelasi analisis korelasi digunakan untuk mencari hubungan keeratan antar variabel. dalam penelitian ini, untuk menghitung korelasi antara trust dan satisfaction dengan hasil perhitungan spss (tabel 7). 174 journal the winners, vol. 9 no. 2, september 2008: 161-179 tabel 7 korelasi antara trust dan satisfaction correlations 1 .676** .000 42 42 .676** 1 .000 42 42 pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n trust satisfaction trust satisfaction correlation is significant at the 0.01 level (2-tailed).**. korelasi sebesar 0,676 mempunyai maksud hubungan antara variabel trust dan satisfaction sangat kuat dan searah. korelasi 2 variabel bersifat signifikan karena angka signifikansi 0,000 < 0,01. angka 0,01 digunakan karena hasil penghitungan spss memberikan angka signifikansi yang ditandai dengan 2 bintang (**). standar spss antara 0,01 sampai dengan 0,05. y2 = py1x1+py2y1+є2 (persamaan substruktur 2) persamaan strukturnya ialah: y2 = py2x1+py2y1+ py2x2 + є2 di mana y1 = biaya beralih (perceived switching cost) x1 = kepuasan pelanggan x2 = kepercayaan (trust) y2 = loyalitas pelanggan є1 = error dengan menggunakan analisis regresis linear, diperoleh data dari spss 14.0 (tabel 8) tabel 8 model summary model summary .789a .622 .592 3.433 model 1 r r square adjusted r square std. error of the estimate predictors: (constant), trust, switch, satisfactiona. besarnya angka r square adalah 0.789. angka ini digunakan untuk melihat besarnya pengaruh kepuasan pelanggan dan kepercayaan terhadap biaya beralih dengan cara menghitung koefisien (kd), dengan menggunakan rumus sebagai berikut. kd = r2 x 100% kd = 0.789 x 100 % kd = 78.9% nilai kd di atas menunjukkan bahwa pengaruh satisfaction, trust, dan perceived switching cost terhadap loyalitas pelanggan secara gabungan adalah sebesar 78,9%. sedangkan sisanya sebesar 21,1% (100% 78,9%) dipengaruhi oleh faktor lain di luar variabel satisfaction, trust, dan perceived switching cost. dengan kata lain, variabilitas loyalitas yang dapat diterangkan dengan menggunakan variabel kepuasan, trust, perceived switching cost sebesar 78,9%. sedangkan pengaruh sebesar 21,1% disebabkan oleh variabel-variabel lain di luar model ini. mediasi dan pengaruh switching cost …... (rina astini) 175 untuk mengetahui apakah model regresi di atas sudah benar atau salah, maka diperlukan uji hipotesis. uji hipotesis menggunakan angka sebagai berikut (tabel 9). tabel 9 uji hipotesis anovab 737.984 3 245.995 20.869 .000a 447.920 38 11.787 1185.905 41 regression residual total model 1 sum of squares df mean square f sig. predictors: (constant), trust, switch, satisfactiona. dependent variable: loyaltyb. pengujian dilakukan dengan 2 cara, yaitu (1) membandingkan besarnya angka f penelitian dengan f tabel. dari hasil perhitungan, didapatkan angka f penelitian sebesar 20,869 > f tabel sebesar 2.85 sehingga h0 ditolak dan h1 diterima. artinya, bahwa ada hubungan linier antara satisfaction, trust, dan perceived switching cost. dengan demikian, model regresi di atas sudah layak dan benar. kesimpulannya adalah satisfaction, trust, dan perceived switching cost secara gabungan mempengaruhi loyalitas pelanggan, dengan besar 78,9%. sedangkan besarnya pengaruh variabel lain sebesar 21,1%. cara kedua dilakukan dengan membandingkan besarnya angka taraf signifikansi (sig) penelitian dengan taraf signifikansi sebesar 0,05. kriterianya adalah sebagai berikut. berdasarkan perhitungan spss angka signifikansi sebesar 0.000, maka h0 ditolak dan h1 diterima. artinya, bahwa ada hubungan linier antara satisfaction, trust, dan perceived switching cost terhadap loyalitas pelanggan. mencari pengaruh parsial dari satisfaction, trust, dan perceived switching cost terhadap loyalitas pelanggan adalah sebagai berikut. untuk melihat besarnya pengaruh variabel satisfaction, trust, dan perceived switching cost terhadap loyalitas pelanggan secara sendiri-sendiri/parsial, digunakan uji t. sementara itu, untuk melihat besarnya pengaruh, digunakan angka beta atau standardized coeffecient (tabel 10). tabel 10 angka beta atau standardized coeffecient coefficientsa -6.404 4.087 -1.567 .125 .057 .304 .029 .187 .853 .472 .160 .370 2.955 .005 .622 .154 .546 4.031 .000 (constant) satisfaction switch trust model 1 b std. error unstandardized coefficients beta standardized coefficients t sig. dependent variable: loyaltya. hubungan antara kepuasan dan loyalitas pelanggan adalah sebagai berikut. berdasarkan hasil penghitungan, diperoleh angka t penelitian sebesar 0.187 < t tabel sebesar 2,021 sehingga h0 diterima dan h1 ditolak. artinya, tidak ada hubungan linier antara kepuasan dan loyalitas. kemudian, besarnya pengaruh kepuasan terhadap loyalitas pelanggan adalah sebesar 0.029 atau 2.9% dan dianggap tidak signifikan. 176 journal the winners, vol. 9 no. 2, september 2008: 161-179 hubungan antara trust dan loyalitas pelanggan adalah sebagai berikut. berdasarkan hasil penghitungan, diperoleh angka t penelitian sebesar 4.031 > t tabel sebesar 2,021 sehingga h1 diterima dan h0 ditolak. artinya, ada hubungan linier antara trust dan loyalitas pelanggan. kemudian, besarnya pengaruh trust dan loyalitas pelanggan adalah sebesar 0,546 atau 54,6%. hubungan antara perceived switching cost dan loyalitas pelanggan adalah sebagai berikut. berdasarkan hasil penghitungan, diperoleh angka t penelitian sebesar 2.955 > t tabel sebesar 2,021 sehingga h1 diterima dan h0 ditolak. artinya, ada hubungan linier antara perceived switching cost dan loyalitas pelanggan. kemudian, besarnya pengaruh trust dan loyalitas pelanggan adalah sebesar 0,370 atau 37,6%. analisis korelasi analisis korelasi digunakan untuk mencari hubungan keeratan antar variabel. dalam penelitian ini, untuk menghitung korelasi antara trust dan satisfaction dengan hasil perhitungan spss (tabel 11). korelasi antara trust dan satisfaction; korelasi sebesar 0,676 mempunyai maksud hubungan antara variabel trust dan satisfaction sangat kuat dan searah. korelasi 2 variabel bersifat signifikan karena angka signifikansi 0,000 < 0,01. angka 0,01 digunakan karena hasil penghitungan spss memberikan angka signifikansi yang ditandai dengan 2 bintang (**). standar spss antara 0,01 sampai dengan 0,05. korelasi antara trust dan perceived switching cost; berdasarkan perhitungan diperoleh angka korelasi antara variabel trust dan perceived switching cost sebesar 0,376. korelasi sebesar 0,376 memiliki arti bahwa hubungan antara trust dan perceived switching cost cukup kuat dan searah (karena hasilnya positif) searah. artinya, jika trust tinggi, maka perceived switching cost juga tinggi. korelasi 2 variabel bersifat signifikan karena angka signifikansi sebesar 0,014. jika angka signifikansi (sig) < 0,05, hubungan kedua variabel tersebut signifikan. korelasi antara satisfaction dan perceived switching cost; berdasarkan perhitungan diperoleh angka korelasi antara variabel satisfaction dan perceived switching cost sebesar 0,603. korelasi sebesar 0,603 memiliki arti bahwa hubungan antara satisfaction dan perceived switching cost kuat dan searah (karena hasilnya positif) searah. artinya, jika trust tinggi, maka perceived switching cost juga tinggi. korelasi 2 variabel bersifat signifikan karena angka signifikansi sebesar 0,000. jika angka signifikansi (sig) < 0,01, maka hubungan kedua variabel tersebut signifikan. tabel 11 korelasi antara trust dan satisfaction correlations 1 .676** .376* .000 .014 42 42 42 .676** 1 .603** .000 .000 42 42 42 .376* .603** 1 .014 .000 42 42 42 pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n trust satisfaction switch trust satisfaction switch correlation is significant at the 0.01 level (2-tailed).**. correlation is significant at the 0.05 level (2-tailed).*. mediasi dan pengaruh switching cost …... (rina astini) 177 perhitungan pengaruh pengaruh langsung (direct effect atau de); untuk menghitung pengaruh langsung atau de, digunakan formula sebagai berikut: pengaruh variabel satisfaction terhadap perceived switching cost x1→y1 = 0,642 pengaruh variabel trust terhadap perceived switching cost x2→y1 = -0,058 pengaruh variabel satisfaction terhadap loyalitas pelanggan x1→y2 = 0,029 pengaruh variabel satisfaction terhadap loyalitas pelanggan x2→y2 = 0,546 pengaruh variabel perceived switching cost terhadap loyalitas pelanggan y1→y2 = 0,37 pengaruh tak langsung (indirect effect atau ie); untuk menghitung pengaruh tak langsung atau ie, digunakan formula sebagai berikut: pengaruh variabel satisfaction terhadap loyalitas melalui perceived switching cost. x1→y1→y2 = (0,642 x 0,37) = 0,23754 pengaruh variabel trust terhadap loyalitas melalui perceived switching cost x2→y1→y2 = (-0,058 x 0,37) = 0,02146 pengaruh total (total effect) pengaruh variabel satisfaction terhadap loyalitas melalui perceived switching cost x1→y1→y2 = (0,642 + 0,37) = 1.012 pengaruh variabel trust terhadap loyalitas melalui perceived switching cost x2→y1→y2 = (-0,058 + 0,37) = 0.312 pengaruh variabel satisfaction terhadap loyalitas pelanggan x1→y2 = 0,029 pengaruh variabel trust terhadap loyalitas pelanggan x2→y2 = 0,546 diagram jalur model penelitian; dari hasil perhitungan di atas, maka bisa digambarkan diagram jalur model penelitian seperti pada gambar 3. 178 journal the winners, vol. 9 no. 2, september 2008: 161-179 gambar 3 diagram jalur model penelitian loyalitas pelanggan sehingga persamaan struktural untuk model tersebut adalah sebagai berikut: y1 = 0,642x1+-0,058x2+є1 y2 = 0,029x1+0,370y1+ 0,546x2 + є2 penutup berdasarkan hasil penelitian dan pembahasan yang telah dikemukakan pada bab sebelumnya, maka dalam bab ini akan dikemukakan secara garis besar mengenai simpulan penelitian sebagai berikut. pertama, pengaruh variabel kepuasan, trust, dan perceived switching cost terhadap loyalitas secara langsung ini tidak ada hubungan yang signifikan. sedangkan pengaruh variabel kepuasan, trust, dan perceived switching cost secara bersama-sama mempengaruhi loyalitas pelanggan. kedua, pengaruh variabel kepuasan terhadap loyalitas melalui perceived switching cost lebih besar dari pengaruh secara tidak langsung. dengan demikian, perceived switching cost akan mempengaruhi secara tidak langsung hubungan antara kepuasan dan loyalitas. ketiga, pengaruh variabel trust terhadap loyalitas melalui perceived switching cost lebih kecil dari pengaruh secara langsung. dengan demikian, pengaruh trust terhadap loyalitas melalui perceived switching cost secara tidak langsung lebih kecil dari pengaruh secara langsung. operator gsm harus meningkatkan lagi kepuasan dan loyalitas pelanggan. hal ini terlihat dengan nilai rata-rata kepuasan 69,7% dan nilai rata-rata loyalitas pelanggan 78,73%. dari uji korelasi statistic, terbukti bahwa kepuasan dan trust, satisfation, dan perceived switching cost memiliki hubungan yang erat dan positif. untuk meningkatkan loyalitas pelanggan, perlu dilakukan upaya seperti manajemen harus mulai mengenali multidimensi konstruk dari kepuasan, trust, switching cost, dan loyalitas pelanggan. mendapatkan pelanggan baru lebih sulit daripada mempertahankan pelanggan baru di iklim kompetisi yang sangat ketat. untuk meningkatkan loyalitas pelanggan, perlu dibuat agar pelanggan tidak sensitif terhadap harga. sensitivitas terhadap harga berarti menurunkan perceived switching cost yang berakibat pindahnya pelanggan ke lain operator sehingga akan menaikkan tingkat customer churn. karena perubahan teknologi yang begitu cepat di dunia telekomunikasi seluler dan strategi yang berbeda-beda dari masing-masing operator, service menjadi lebih kompleks. learning period menjadi lebih lama dan proses evaluasi terhadap service menjadi lebih sulit dibandingkan bagi pelanggan. oleh karena itu, perlu dirumuskan strategi bagi terciptanya switching cost yang tinggi sehingga loyalitas tetap terjaga. mediasi dan pengaruh switching cost …... 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(1988). customer’s perception of price, quality, and value. journal of marketing. microsoft word 07_ rina astini_setting.doc 66 journal the winners, vol. 11 no. 1, maret 2010: 66-80 strategi bisnis pada pt wirapati garuda paksi rina astini1; rizcky adhiprasetyo2 1 jurusan manajemen, fakultas ekonomi, universitas mercu buana, jln. meruya selatan, kembangan jakarta barat 11650 2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 abstract pt garuda wirapati paksi (wgp) is a private corporation engaged in the security and rescue services business sector (bujpp) in guarding. many challenges arise from the external environment such as unstable political and economic conditions, competition among companies and the entry of foreign firms. to face the above phenomenon, the right and effective business strategy is the right tool for avoiding the challenge. business strategy planning is absolutely necessary for companies that want to survive in the future. the research method is descriptive. data collection techniques used are questionnaire and interview with relevant parties within the company. the data have been obtained that, in the analysis through three phases, namely input, matching, and decision stage. the final results of this study concluded that the proposed effective business strategy for pt garuda wirapati paksi based on qspm matrix is market penetration strategy. this strategy is considered to reduce business risk arising as a result of significant changes to the external environment of the company. keywords: business strategy, input stage, matching stage, decision stage abstrak pt wirapati garuda paksi (wgp) adalah perusahaan swasta yang berbentuk perseroan terbatas dan bergerak di bidang usaha jasa pengamanan dan penyelamatan (bujpp) dalam penjagaan (guarding). banyak tantangan timbul dari lingkungan eksternal seperti kondisi politik dan ekonomi yang tidak stabil, persaingan sesama perusahaan dan masuknya perusahaan asing. untuk menghadapi fenomena di atas, strategi bisnis yang tepat dan efektif menjadi alat yang tepat untuk menghindari tantangan yang ada. perencanaan strategi bisnis merupakan syarat mutlak bagi perusahaan yang ingin tetap bertahan di masa mendatang. metode penelitian adalah deskriptif. teknik pengumpulan data yang digunakan adalah kuesioner dan wawancara dengan pihakpihak yang terkait di dalam perusahaan. data-data yang telah diperoleh tersebut, dianalisis melalui tiga tahap, yakni tahap masukan, pencocokan, dan keputusan. hasil akhir penelitian ini disimpulkan bahwa usulan strategi bisnis yang efektif untuk pt wirapati garuda paksi berdasarkan matriks qspm adalah strategi penetrasi pasar, di mana strategi ini dinilai dapat mengurangi risiko bisnis perusahaan yang timbul akibat adanya perubahan yang signifikan pada lingkungan eksternal perusahaan. kata kunci: strategi bisnis, tahap masukan, tahap pencocokan, tahap keputusan strategi bisnis .....(rina astini; rizcky adhiprasetyo) 67 pendahuluan banyak strategi bisnis yang layak digunakan oleh perusahaan. yang menjadi pertanyaan perusahaan terhadap strategi bisnis tersebut adalah “manakah strategi yang tepat dan efektif terhadap perusahaan sesuai dengan situasi perusahaan dan industri yang dihadapi sekarang ini sehingga strategi bisnis tersebut berhasi?”. melakukan perumusan strategi bisnis sehingga mendapatkan strategi bisnis yang efektif untuk perusahaan adalah cara yang sangat tepat untuk mencapai tujuan utama perusahaan sesuai dengan situasi yang dihadapi perusahaan saat ini. cara yang dapat digunakan untuk melakukan perumusan strategi bisnis sehingga mendapatkan strategi bisnis yang tepat dan efektif adalah melihat faktor-faktor internal, yang meliputi kekuatan (strength) dan kelemahan (weekness) perusahaan dan faktor-faktor eksternal, yang meliputi peluang (opportunities) dan ancaman (threats) dari industri yang dihadapi perusahaan. untuk lebih jelas mengenai strategi bisnis yang dapat disarankan untuk perusahaan serta pengaruhnya terhadap instrumen perusahaan terhadap pemasok, jalur distribusi dan pemasarannya sehingga mendapatkan hasil dari tujuan utama perusahaan, melakukan studi terhadap perusahaan pt wirapati garuda paksi. pt wirapati garuda paksi (wgp) adalah sebuah perusahaan swasta yang bergerak dalam bidang penjaga (guarding), di mana seluruh produk yang diberikan berupa bidang jasa yang bergerak pada bidang jasa penyediaan tenaga pengamanan dan penyelamatan, jasa konsultasi keamanan, penyelidikan keamanan, dan jasa penerapan peralatan keamanan. proses perumusan strategi bisnis tersebut dimulai dari tahap masukan (input stage), yakni mengembangkan matriks ife (internal factor evaluation), cpm (competitive profile matrix), dan matriks efe (external factor evaluation). selanjutnya, tahap pencocokan (matching stage), yakni menentukan alternatif strategi yang layak dengan menggunakan matriks swot (strength-weeknessopportunities-threats), matriks space (strategy positioning and action evaluation), matriks ie (internal-external), dan matriks strategi besar (grand strategy). kemudian, tahap keputusan (decision stage), yakni merumuskan alternatif strategi yang terbaik dengan menggunakan matriks qspm (quantitative strategic planning matrix). adapun masalah yang hendak dijawab melalui penelitian ini adalah (1) bagaimana proses formulasi strategi bisnis pt wirapati garuda paksi pada tahap masukan/input stage?, (2) bagaimana proses formulasi strategi bisnis pt wirapati garuda paksi pada tahap pencocokan/matching stage?, (3) bagaimana proses formulasi strategi bisnis pt wirapati garuda paksi pada tahap keputusan/decision stage?, (4) apa usulan strategi bisnis yang efektif untuk pt wirapati garuda paksi?. tujuan yang hendak dicapai lewat penelitian ini adalah menganalisis proses formulasi strategi bisnis pt wirapati garuda paksi pada tahap masukan/input stage, tahap pencocokan/matching stage, dan tahap keputusan/decision stage serta memberikan usulan strategi bisnis yang efektif untuk pt wirapati garuda paksi. penelitian ini menggunakan konsep manajemen strategis seperti pada gambar 1 di bawah ini. 68 journal the winners, vol. 11 no. 1, maret 2010: 66-80 gambar 1 konsep manajemen strategis (david, 2006:19) menurut david (2006:144), pendekatan porter atau sering disebut dengan analisis persaingan model lima kekuatan porter merupakan pendekatan yang banyak dipakai untuk mengembangkan strategi oleh banyak industri. intensitas persaingan antar perusahaan sangat beragam di berbagai industri. intensitas persaingan paling tinggi adalah dalam industri dengan laba kecil. menurut porter, sifat persaingan dalam suatu industri dapat dilihat sebagai gabungan dari 5 kekuatan sebagai berikut (gambar 2). sumber: buku manajemen strategi—konsep (david, 2006:121) gambar 2 gambar model lima kekuatan porter mengembang kan pernyataan visi dan misi menetap kan tujuan jangka panjang merumuskan, mengevaluasi, dan memilih strategi implementasi strategi-isu manajemen implementasi strategi-isu, pemasaran, keuangan, akutansi, penelitian dan pengembangan, sistem informasi manajemen menjalankan audit internal menjalankan audit eksternal mengukur dan mengevaluasi kinerja formulasi strategi implementasi strategi evaluasi strategi potensi pengembangan produk pengganti (subsitusi) kekuatan tawarmenawar penjual/pemasok perseteruan di antara perusahaan yang saling bersaing kekuatan tawarmenawar pembeli/konsumen potensi masuknya pesaing baru strategi bisnis .....(rina astini; rizcky adhiprasetyo) 69 pada kategori strategi, pertumbuhan/ekspansi (growth/expansion strategy) ini dijalankan perusahaan dalam rangka mengejar pertumbuhan korporat, yang dapat berupa kenaikan penjualan, profit, ekspansi usaha, dan lain-lain, yang akan berdampak pada pengembangan/pertumbuhan perusahaan. berikut beberapa strategi yang termasuk pada kategori strategi pertumbuhan. pertama, strategi integrasi (integration strategy). forward integration, backward integration, dan horizontal integration merupakan 3 macam strategi yang termasuk dalam kelompok strategi integrasi, yaitu (1) integrasi ke depan (forward integration) adalah strategi perusahaan untuk meningkatkan pengendalian terhadap sistem distribusi/jalur distribusi (integrasi ke hilir). pengendalian sistem distribusi ini diperlukan dalam mengantisipasi masalah-masalah yang terjadi dalam jalur pendistribusian produk, (2) integrasi ke belakang (backward integration) merupakan strategi untuk mendapatkan kepemilikan terhadap produk atau bahan baku. strategi ini diperlukan untuk meningkatkan pengawasan yang lebih ketat terhadap supplier (integrasi hulu), dan (3) integrasi horisontal (horizontal integration) adalah strategi yang bertujuan untuk meningkatkan pengawasan terhadap para pesaing, dengan demikian segmen pasar lebih mudah dikuasai/diperluas. selain itu, strategi ini dapat dipergunakan untuk meningkatkan kapasitas produksi. kedua, strategi intensif (intensive strategy). penetrasi pasar, pengembangan pasar, dan pengembangan produk kadang-kadang disebut sebagai strategi intensif (intensive strategies) karena mereka membutuhkan usaha intensif jika posisi kimpetitif perusahaan dengan produk saat ini akan membaik. umumnya strategi ini memerlukan usaha-usaha yang intensif untuk meningkatkan posisi kompetitif perusahaan, yaitu (1) penetrasi pasar adalah strategi yang bertujuan untuk meningkatkan atau mencari marketshare yang lebih besar bagi suatu produk. hal ini dilakukan melalui usaha pemasaran yang lebih aktif. strategi ini dapat dilakukan bila pasar masih belum jenuh terhadap produk yang ditawarkan. strategi penetrasi pasar (market penetration) berusaha meningkatkan pangsa pasar untuk produk/jasa saat ini melalui upaya pemasaran yang lebih besar. strategi penetrasi pasar mencakup meningkatnya jumlah tenaga penjual, meningkatnya jumlah belanja iklan, menawarkan promosi penjualan yang ekstensif, atau meningkatkan usaha publisitas; (2) pengembangan pasar (market development) merupakan strategi yang berusaha untuk memperkenalkan produk atau jasa yang sudah ada pada daerah (geografis) baru serta memperluas jaringan distribusi. strategi ini dapat dilakukan bila perusahaan memiliki jaringan distribusi yang kuat dan adanya peluang pasar baru sehingga memungkinkan untuk melakukan penambahan kapasitas produksi. jadi, strategi ini dapat dilakukan dengan menambah saluran distribusi ke wilayah-wilayah pasar yang baru secara geografi; (3) pengembangan produk (product development) adalah strategi yang bertujuan untuk meningkatkan penjualan dengan cara memperbaiki produk yang sudah ada dan atau mengembangkan produk yang baru. strategi ini dapat dilakukan bila perusahaan memiliki kemampuan untuk membuat/ mengembangkan produk baru, di mana perekonomian sedang tumbuh dan pada kondisi ketika pesaing menawarkan produk yang semakin bersaing. ketiga, strategi diversifikasi (diversification strategy). beberapa perusahaan cenderung untuk memiliki variasi bisnis yang berbeda. strategi ini bertujuan agar perusahaan tidak hanya bergantung pada satu variabel usaha saja, namun juga dapat mengembangkan beberapa jenis usaha/industri lainnya. ada 3 tipe umum dari strategi diversifikasi (diversification strategies), yaitu konsentrik (terfokus), horisontal, dan konglomerat. secara keseluruhan, strategi diversifikasi telah berkurang kepopulerannya karena organisasi menemukan bahwa lebih sulit untuk mengelola aktivitas bisnis yang berbeda, yaitu (1) diversifikasi konsentrik (concentric diversification) adalah strategi yang bertujuan untuk mengembangkan atau menambah produk/bisnis baru yang masih berhubungan dengan produk/bisnis lainnya. strategi ini dapat dilakukan bila perusahaan sudah dalam tahap decline dan bersaing pada industri yang pertumbuhannya lambat; (2) diversifikasi horisontal (horizontal diversification) merupakan strategi yang bertujuan untuk mengembangkan atau menambah jenis produk baru/bisnis baru yang tidak berhubungan dengan produk/bisnis yang sudah ada. strategi ini dapat dilakukan bila produk baru yang dihasilkan dapat mendukung produk yang sudah ada sebelumnya. jadi, produk atau jasa yang baru tersebut akan dipasarkan kepada pelanggan yang sudah ada karena perusahaan telah mengerti dan mengenal kebutuhan pelanggan yang sudah ada; (3) 70 journal the winners, vol. 11 no. 1, maret 2010: 66-80 diversifikasi konglomerat adalah strategi yang menambahkan produk atau jasa baru, tapi tidak ada kaitannya dengan produk atau jasa yang sudah atau sedang dijalankan perusahaan saat ini. dalam kondisi tertentu, perusahaan akan lebih memilih strategi defensif yang akan mempertahankan posisi yang ada saat ini atau karena kondisi yang terbatas, maka perusahaan paling tidak harus survive. keempat, strategi defensif (defensive strategy). merupakan suatu strategi yang bertujuan agar perusahaan dapat menyelamatkan diri dari kerugian yang lebih besar. berikut ini ada beberapa strategi defensif yang dapat diterapkan sesuai dengan urutan skala prioritas mulai dari strategi yang paling awal, yaitu strategi penghematan yang jika diterapkan tidak ada hasil, maka strategi berikutnya dalah divestasi jika strategi inipun tidak menolong perbaikan kondisi perusahaan, maka jalan dan strategi terakhir adalah likuidasi, yaitu (1) penghematan (retrenchment/turnaround) merupakan strategi yang bertujuan untuk menghemat dan atau menghilangkan biaya, agar keuntungan perusahaan dapat dipertahankan dan atau ditingkatkan. strategi ini dapat dilakukan bila kinerja/aktivitas perusahaan dinilai kurang efisien dan diperlukan reorganisasi internal karena perusahaan bertumbuh pesat; (2) divestasi (divestiture) adalah strategi yang bertujuan untuk mendapatkan tambahan modal untuk suatu rencana investasi maupun untuk mengakuisisi perusahaan lain. strategi ini dilakukan dengan cara menjual satu unit/sebagian dari aset suatu organisasi perusahaan. hal ini dapat dilakukan pada saat kondisi perusahaan memerlukan tambahan modal atau bisa juga bila perusahaan merasa salah satu unit bisnisnya dalam kondisi rugi dan sudah tidak dapat dipertahankan lagi; (3) likuidasi merupakan strategi yang bertujuan untuk menghentikan operasional perusahaan. hal ini dilakukan karena terjadinya kerugian perusahaan yang cenderung bertambah besar atau perusahaan sudah tidak mempunyai peluang lagi untuk mempertahankan keberadaannya. strategi ini dilakukan dengan cara menjual seluruh aset (berwujud) perusahaan dan menghentikan seluruh operasional perusahaan. inti dari likuidasi sendiri adalah pengakuan atas kekalahan, konsekuensinya dapat menjadi strategi yang sulit secara emosional. tetapi, mungkin lebih baik menghentikan operasi dibandingkan terus kehilangan sejumlah besar uang. metode penelitian metode penelitian yang digunakan adalah studi kasus, yakni penelitian mengenai suatu objek tertentu, termasuk lingkungan dan kondisi masa lalunya secara terperinci selama kurun waktu tertentu. dengan melakukan studi kasus, penelitian dapat lebih mendalam sehingga dapat menjawab keadaan itu terjadi atau diharapkan. unit analisis dalam penelitian ini adalah perusahaan yakni pt wirapati garuda paksi. time horizon yang digunakan dalam penelitian ini adalah cross section, yaitu penelitian yang dilakukan, di mana data yang dikumpulkan hanya satu kali, dalam kurun waktu tertentu. tabel 1 tabel desain penelitian tujuan penelitian jenis penelitian metode yang digunakan unit analisis time horizon t-1 deskriptif studi kasus perusahaan cross section t-2 deskriptif studi kasus perusahaan cross section t-3 deskriptif studi kasus perusahaan cross section t-4 deskriptif studi kasus perusahaan cross section sumber: hasil penelitian (2009) strategi bisnis .....(rina astini; rizcky adhiprasetyo) 71 keterangan: t-1 : untuk menganalisis proses formulasi strategi bisnis pt wirapati garuda paksi pada tahap masukan/input stage. t-2 : untuk menganalisis proses formulasi strategi bisnis pt wirapati garuda paksi pada tahap pencocokan/matching stage. t-3 : untuk menganalisis proses formulasi strategi bisnis pt wirapati garuda paksi pada tahap keputusan/decision stage. t-4 : untuk memberika usulan strategi bisnis yang efektif untuk pt wirapati garuda paksi. metode analisis matriks evaluasi faktor eksternal (efe) matriks evaluasi faktor eksternal (external factor evaluation—efe matrix) memungkinkan para penyusun strategi untuk merangkum dan mengevaluasi informasi ekonomi, sosial, budaya, demografi, lingkungan, politik, pemerintah, hukum, teknologi, dan persaingan. matriks profil kompetitif (cpm) menurut david (2006:145-146), matriks profil kompetitif (competitive profile matrix— cpm) mengidentifikasikan pesaing utama perusahaan serta kekuataan dan kelemahan mereka dalam hubungannya dengan posisi strategis dari perusahaan. contoh, bobot dan total nilai tertimbang untuk cpm dan efe memiliki arti yang sama. tetapi, faktor penentu keberhasilan (critical success factor— csf) dalam cpm mencakup isu eksternal dan internal. dengan demikian, peringkat mengacu pada kekuatan dan kelemahan, di mana 4 = kekuatan utama, 3 = kekuatan minor, 2 = kelemahan minor, 1 = kelemahan utama. ada beberapa perbedaan penting antara efe dan cpm. matriks evaluasi faktor internal (ife) tahap ekstraksi dalam menjalankan audit manajemen strategis adalah membuat matriks evaluasi faktor internal (internal factor evaluation—efe matrix). alat formulasi strategi ini meringkas dan mengevaluasi kekuatan dan kelemahan utama dalam area fungsional bisnis dan juga memberikan dasar untuk mengidentifikasi dan mengevaluasi hubungan antara area-area tersebut. penilaian intuitif dibutuhkan untuk mengembangkan matriks ife, jadi kemunculan pendekatan ilmiah tidak seharusnya diartikan bahwa ini adalah teknik yang sangat luar biasa. matriks kekuatan-kelemahan-peluang-ancaman (swot) matriks kekuatan-kelemahan-peluang-ancaman (strength-weaknesses-opportunitiesthreats—swot matrix) adalah alat untuk mencocokkan yang penting yang membantu manajer mengembangkan 4 tipe strategi, yaitu so (kekuatan-peluang—strengths-opportunities), wo (kelemahan-peluang—weaknesses-opportunities), st (kekuatan-ancaman—strengths-threats), dan wt (kelemahan-ancaman—weaknesses-threats). mencocokkan faktor eksternal dan internal kunci adalah bagian yang paling sulit dalam mengembangkan matriks swot dan membutuhkan penilaian yang baik. matriks evaluasi posisi dan tindakan strategis (space) matriks evaluasi posisi dan tindakan strategis (strategic position and action evaluation— space matrix) merupakan salah satu alat penting dalam pencocokan di tahap pencocokan. kerangka kerja 4t kuadran dalam matriks space mengindikasikan apakah strategi yang agresif, konservatif, defensif, atau kompetitif yang paling cocok dengan organisasi tertentu. sumbu untuk matriks space mewakili 2 dimensi internal, yaitu kekuatan keuangan (financial strength—fs) dan keunggulan 72 journal the winners, vol. 11 no. 1, maret 2010: 66-80 kompetitif (competitive advantage—ca) dan 2 dimensi eksternal, yaitu stabilitas lingkungan (enviromental stability—es) dan kekuatan industri (industrial strength—is). keempat faktor ini adalah penentu yang paling penting dari keseluruhan posisi strategis organisasi. matriks internal-eksternal (ie) matriks ie (internal-external) memposisikan berbagai divisi organisasi dalam tampilan 9 sel. matriks ie didasari pada 2 dimensi kunci, yaitu total rata-rata tertimbang ife pada sumbu x dan total rata-rata tertimbang efe pada sumbu y. masing-masing divisi dari sebuah organisasi harus membuat matriks ife dan efe untuk bagian dari organisasi. total rata-rata tertimbang yang diturunkan dari masing-masing divisi memungkinkan pembuatan matriks ie tingkat korporasi. pada sumbu x dari matriks ie, total rata-rata tertimbang dari 1,0 hingga 1,99 dianggap rendah. nilai dari 2,0 hingga 2,99 adalah menengah, dan nilai dari 3,0 hingga 4,0 adalah tinggi. matriks perencanaan strategi kuantitatif (qspm) di samping membuat peringkat strategi untuk menghasilkan daftar berprioritas, hanya ada satu teknik analisis dalam literatur yang didesain untuk menentukan daya tarik relatif dari alternatif tindakan yang layak. teknik ini adalah matriks perencanaan strategi kuantitatif (quantitative strategic planning matrix—qspm), yang termasuk dalam tahap 3 dari kerangka kerja analisis perumusan strategi. teknik ini secara objektif mengindikasikan alternatif strategi mana yang terbaik. qspm menggunakan input daru analisis tahap 1 dan hasil pencocokan dari analisis tahap 2 untuk menentukan secara objektif di antara alternatif strategi, yaitu matriks efe, matriks ife, dan matriks profil kompetitif (cpm) yang membentuk tahap 1, digabungkan dengan matriks swot, matriks space, matriks ie, matriks grand strategy, yang membentuk tahap 2, memberikan informasi yang dibutuhkan untuk membuat qspm (tahap 3). qspm adalah alat yang memungkinkan penyusun strategi untuk mengevaluasi alternatif secara objektif, berdasarkan faktor keberhasilan kunci internal dan eksternal yang telah diidentifikasi sebelumnya seperti alat analisis perumusan strategi lainnya, qspm membutuhkan penilaian intuitif yang baik. hasil dan pembahasan matriks evaluasi faktor eksternal (efe) tabel 2 tabel matriks efe pt. wirapati garuda paksi no. faktor eksternal kunci bobot peringkat nilai tertimbang 1. pertambahan penduduk 0.035 4 0.140 2. permintaan jasa security meningkat 0.097 4 0.388 3. kerjasama dengan instansi yang dikelola oleh pemerintah 0.083 3 0.249 4. kesempatan membuat balai latihan kerja (blk) 0.045 3 0.135 5. keterlibatan polri 0.052 3 0.156 6. kondisi politik yang tidak stabil 0.163 2 0.326 7. kondisi ekonomi yang tidak stabil 0.204 3 0.612 8. persaingan sesama sponsor 0.037 2 0.074 9. persaingan sesama perusahaan sejenis 0.154 4 0.616 10. masuknya perusahaan asing 0.129 4 0.516 total 1.000 3.212 hasil penelitian (2009) strategi bisnis .....(rina astini; rizcky adhiprasetyo) 73 matriks profil kompetitif (cpm) tabel 3 tabel matriks cpm pt wirapati garuda paksi faktor penentu keberhasilan bobot pt wirapati garuda paksi pt risk management advisory (rma) pt iss facility peringkat nilai peringkat nilai peringkat nilai kualitas pelatih. 0.036 3 0.108 3 0.108 4 0.144 kualitas karyawan. 0.165 4 0.660 3 0.495 4 0.660 kerjasama polri. 0.078 4 0.312 3 0.234 4 0.312 alat pendukung yang modern. 0.047 4 0.188 3 0.141 4 0.188 memiliki integritas. 0.214 4 0.856 2 0.428 4 0.856 memiliki integritas. 0.214 4 0.856 2 0.428 4 0.856 manajemen yang handal. 0.203 3 0.609 4 0.812 4 0.812 marketing yang handal. 0.155 4 0.620 3 0.465 4 0.620 proses penempatan yang cepat. 0.055 3 0.165 4 0.220 4 0.220 komisi sponsor. 0.026 1 0.026 1 0.026 4 0.104 pembayaran komisi tepat waktu. 0.021 2 0.042 1 0.021 4 0.168 total 1.000 3.586 2.950 4.084 sumber: hasil penelitian data (2009) matriks evaluasi faktor internal (ife) tabel 4 tabel matriks ife pt. wirapati garuda paksi no. faktor internal utama bobot peringkat nilai tertimbang 1. memiliki modal yang memadai 0.180 4 0.720 2. kredibilitas perusahaan yang baik 0.261 4 1.044 3. kerjasama yang baik dengan pihak polri 0.121 3 0.363 4. pelatih yang terlatih dan berpengalaman 0.027 4 0.108 5. kerjasama dengan jamsostek 0.060 3 0.180 6. pengendalian organisasi kurang efektif 0.077 4 0.308 7. tidak memiliki kantor cabang 0.051 3 0.153 8. tidak memiliki balai latihan kerja (blk) 0.043 3 0.129 9. sumber daya manusia (sdm) kurang memadai 0.134 3 0.402 10. tidak memaksimalkan media yang ada untuk melakukan promosi 0.046 3 0.138 total 1.000 3.545 sumber: hasil penelitian data (2009) 74 journal the winners, vol. 11 no. 1, maret 2010: 66-80 matriks kekuatan-kelemahan-peluang-ancaman (swot) tabel 5 tabel matriks swot pt wirapati garuda paksi kekuatan (strengths-s) 1. memiliki modal yang memadai 2. kredibilitas perusahaan yang baik 3. kerjasama yang baik dengan pihak polri 4. pelatih yang terlatih dan berpengalaman 5. kerjasama dengan jamsostek kelemahan (weaknessess-w) 1. pengendalian organisasi kurang efektif. 2. tidak memiliki kantor cabang. 3. tidak memiliki balai latihan kerja (blk). 4. sumber daya manusia (sdm) kurang memadai. 5. tidak memaksimalkan media yang ada untuk melakukan promosi. peluang (opportunities-o) 1. pertambahan penduduk 2. permintaan jasa security meningkat 3. kerjasama dengan instansi yang dikelola oleh pemerintah 4. kesempatan membuat balai latihan kerja (blk) 5. keterlibatan polri strategi so 1. melakukan inovasi. (s1,s2,s4,o2) 2. mempertahankan dan meningkatkan service jasa yang diberikan kepada konsumen. (s2, s4, o2) strategi wo 1. lebih agresif dalam promosi. (w5, o3) 2. memposisikan karyawan sesuai dengan pekerjaannya (right man on right job). (w1, w4, o1) 3. membuat balai latihan kerja (blk) yang berguna agar service kepada konsumen dapat selalu terjaga dan ditingkatkan. (w3, o2, o4) ancaman (threats-t) 1. kondisi politik yang tidak stabil 2. kondisi ekonomi yang tidak stabil 3. persaingan sesama sponsor 4. persaingan sesama perusahaan 5. masuknya perusahaan asing strategi st 1. menjaga kerjasama dengan pihak polri dan pihak-pihak yang terkait lainnya. (s2, s3, t4, t5) 2. membuat konsep baru dalam badan usaha jasa pengamanan dan penyelamatan (bujpp) bekerjasama dengan pihak polri. (s1, s2, s3, t4, t5) strategi wt 1. membuat kebijakan baru terhadap biaya (pemasukan dan pengeluaran (biaya operasional)) perusahaan dan struktur kerja organisasi. (w1, w4, t2, t4, t5) 2. merekruit sumber daya manusia (sdm) sesuai dengan kriteria yang diinginkan perusahaan. (w4, t4, t5). sumber: hasil penelitian data (2009) strategi bisnis .....(rina astini; rizcky adhiprasetyo) 75 matriks evaluasi tindakan dan posisi strategi (space) tabel 6 tabel matriks space pt wirapati garuda paksi variabel peringkat kekuatan keuangan (fs) • tingkat permintaan security meningkat 50% dari tahun sebelumnya. • mendapatkan tambahan modal sekitar 13% dari nilai modal. 5 5 kekuatan industri • pangsa pasar • pertumbuhan pasar tinggi • pemanfaatan potensi sdm 4 3 5 stabilitas lingkungan • inflasi • tingkat persaingan semakin tinggi -4 -3 keunggulan kompetitif • kualitas karyawan • integritas • manajemen yang handal -1 -2 -2 kesimpulan rata-rata is = 12/3 = 4,00 rata-rata es = -7/2 = -3.50 rata-rata fs = 10/2 = 5,00 rata-rata ca = -5/3 = -1,67 kordinator vektor arah sumbu x = -1.67+4.00=2.33 sumbu y = -3.50+5.00=1.50 sumber: hasil pengolahan data (2009) sumber: hasil penelitian (2009) gambar 3 hasil matriks space pt wirapati garuda paksi 76 journal the winners, vol. 11 no. 1, maret 2010: 66-80 matriks internal eksternal (ie) sumber: hasil penelitian (2009) gambar 4 hasil matriks ie pt. wirapati garuda paksi matriks strategi besar (grand strategy) sumber: hasil penelitian (2009) gambar hasil matriks grand strategy pt wirapati garuda paksi pt. wirapati garuda paksi pertumbuhan pasar yang tinggi p o s is i k o m p e t it if y a n g r e n d e h pertumbuhan pasar yang rendah p o s is i k o m p e t it if y a n g k u a t t o t a l r a t a -r a t a t e r t im b a n g kuat rata-rata lemah 3,0-4,00 2,0-2,99 1,0total rata-rata tertimbang 4,0 tinggi 3,0-4,0 3,0 menengah 2,0-2,99 2,0 rendah 1,0-1,99 pt. wgp (3.545, 3.212) strategi bisnis .....(rina astini; rizcky adhiprasetyo) 77 kesimpulan strategi di tahap pencocokan (matching stage) tabel 7 kesimpulan strategi di tahap pencocokan / matching stage no. alternatif strategi hasil metode analisis dievaluasi dalam qspm alasan 1. integrasi ke depan swot, space, ie, grand strategy x perusahaan tidak memerlukan peningkatan terhadap sistem distribusi/jalur distribusi. 2. integrasi ke belakang space, ie, grand strategy x perusahaan masih dapat mengandalkan para pemasok (para sponsor, terutama perusahaan penyedia tenaga kerja). 3. integrasi horisontal swot, space, ie, grand strategy x perusahaan tidak bisa mendapatkan karakteristik monopolistic dalam bujpp ini. 4. penetrasi pasar swot, space, ie, grand strategy v perusahaan harus mencari dan meningkatkan marketshare yang lebih besar bagi jasa yang dijualnya. 5. pengembangan pasar swot, space, ie, grand strategy v perusahaan harus lebih dapat memperkenalkan jasanya yang sudah ada pada daerah yang baru. 6. pengembangan produk swot, space, ie, grand strategy v perusahaan harus dapat memperbaiki dan melakukan inovasi yang lain terhadap jasanya. 7. diversifikasi konsentrik swot, space, grand strategy x bujpp adalah industri yang tumbuh dan bergerak dengan cepat. 8. diversifikasi horisontal space x bujpp adalah industri yang tumbuh dan bergerak dengan cepat. 9. diversifikasi konglomerasi space x perusahaan tidak memiliki modal yang lebih dan sdm yang dibutuhkan untuk bersaing di industri baru. sumber: hasil penelitian (2009) matriks perencanaan strategi kuantitatif (qspm) setelah melakukan analisis dalam tahap masukan (input stage) menggunakan external factors evaluation (efe), competitive profile matrix (cpm), dan internal factors evaluation (ife). dalam tahap pencocokan (matching stage) menggunakan strength—weekness—opportunities— threat (swot), strategic position and action evaluation (space), internal—external (ie), dan strategi besar (grand strategy) didapat strategi yang akan dievaluasi dalam tahap penentuan (decision stage) menggunakan quantitative strategic planning matrix (qspm), yaitu strategi penetrasi pasar, pengembangan pasar, dan pengembangan produk. 78 journal the winners, vol. 11 no. 1, maret 2010: 66-80 tabel 8 matriks qspm pt. wirapati garuda paksi faktor kunci bobot penetrasi pasar pengembangan pasar pengembangan produk as tas as tas as tas peluang 1. pertambahan penduduk 2. permintaan jasa security meningkat 3. kerjasama dengan instansi yang dikelola oleh pemerintah 4. kesempatan membuat balai latihan kerja (blk) 5. keterlibatan polri 0.035 0.097 0.083 0.030 0.052 4 4 4 4 2 0.140 0.388 0.332 0.120 0.104 3 4 3 4 3 0.105 0.388 0.249 0.120 0.156 2 4 4 3 3 0.070 0.388 0.332 0.090 0.156 ancaman 1. kondisi politik yang tidak stabil 2. kondisi ekonomi yang tidak stabil 3. persaingan sesama sponsor 4. persaingan sesama perusahaan sejenis 5. masuknya perusahaan asing 0.163 0.204 0.037 0.154 0.129 1 4 1 4 4 0.163 0.816 0.037 0.616 0.516 1 3 1 4 3 0.163 0.612 0.037 0.616 0.387 1 3 1 4 3 0.163 0.612 0.037 0.616 0.387 jumlah 1.000 kekuatan 1. memiliki modal yang memadai 2. kredibilitas perusahaan yang baik 3. kerjasama yang baik dengan pihak polri 4. pelatih yang terlatih dan berpengalaman 5. kerjasama dengan jamsostek 0.180 0.261 0.121 0.027 0.060 4 4 3 3 1 0.720 1.044 0.363 0.081 0.060 4 3 3 4 1 0.720 0.783 0.363 0.108 0.060 4 2 3 4 1 0.720 0.522 0.363 0.108 0.060 kelemahan 1. pengendalian organisasi kurang efektif 2. tidak memiliki kantor cabang 3. tidak memiliki balai latihan kerja (blk) 4. sumber daya manusia (sdm) kurang memadai 5. tidak memaksimalkan media yang ada untuk melakukan promosi 0.077 0.051 0.043 0.134 0.046 1 4 1 2 4 0.077 0.204 0.043 0.268 0.184 3 3 2 4 3 0.231 0.153 0.086 0.536 0.138 1 1 3 4 2 0.077 0.051 0.129 0.536 0.092 jumlah 1.000 6.276 6.011 5.509 sumber: hasil penelitian (2009) berdasarkan matriks qspm di atas, dapat dilihat bahwa jumlah total nilai daya tarik yang paling besar adalah strategi penetrasi pasar, di mana strategi penetrasi pasar memiliki nilai sebesar 6.276. tabel 9 jumlah total nilai daya tarik masing-masing alternatif strategi no. alternatif strategi jumlah total nilai daya tarik 1. strategi penetrasi pasar 6.276 2. strategi pengembangan pasar 6.011 3. strategi pengembangan produk 5.509 sumber: hasil penelitian (2009) strategi bisnis .....(rina astini; rizcky adhiprasetyo) 79 setelah dievaluasi di dalam matriks qspm, maka di antara strategi penetrasi pasar, pengembangan pasar, dan pengembangan produk, didapat bahwa strategi penetrasi pasar adalah strategi yang cocok untuk diterapkan oleh pt wirapati garuda paksi. program-program yang dapat dilakukan pt wirapati garuda paksi dalam strategi penetrasi pasar adalah (1) pt wirapati garuda paksi lebih agresif dalam mempromosikan jasanya dengan menggunakan media yang ada seperti, iklan, pamflet, brosur, e-advertising; (2) melakukan gathering terhadap pelanggan yang menggunakan jasa pt wirapati garuda paksi; (3) memberikan cinderamata kepada pelanggan pt wirapati garuda paksi; (4) meminta rekomendasi konsumen yang lain kepada pelanggan pt wirapati garuda paksi.; dan (5) mengirimkan company profile kepada konsumen yang telah direkomendasikan oleh pelanggan pt wirapati garuda paksi. simpulan berdasarkan hasil analisis sebelumnya, maka dapat diambil kesimpulan sebagai berikut. kekuatan (strengths) pada pt wirapati garuda paksi adalah pt wirapati garuda paksi memiliki modal yang memadai, kredibilitas perusahaan yang baik, kerjasama yang baik dengan pihak polri, pelatih yang terlatih dan berpengalaman serta kerjasama dengan jamsostek. kelemahan (weaknesses) pada pt wirapati garuda paksi adalah pengendalian organisasi kurang efektif, tidak memiliki kantor cabang, tidak memiliki balai latihan kerja (blk), sumber daya manusia (sdm) kurang memadai, dan tidak memaksimalkan media yang ada untuk melakukan promosi. peluang (opportunities) bagi pt wirapati garuda paksi adalah pertambahan penduduk, permintaan jasa security meningkat, kerjasama dengan instansi yang dikelola oleh pemerintah, kesempatan membuat balai latihan kerja (blk), dan keterlibatan polri. ancaman (threats) bagi pt wirapati garuda paksi adalah kondisi politik yang tidak stabil, kondisi ekonomi yang tidak stabil, persaingan sesama sponsor, persaingan sesama perusahaan sejenis, dan masuknya perusahaan asing. dari hasil perhitungan yang dilakukan pada tahap masukan (input stage), didapatkan nilai efe senilai 3.212. ini mengindikasikan bahwa pt wirapati garuda paksi di atas rata-rata dalam upayanya untuk menjalankan strategi yang memanfaatkan peluang dan menghindari ancaman eksternalnya. dari hasil perhitungan yang dilakukan pada tahap masukan (input stage), didapatkan nilai cpm pt wirapati garuda paksi dengan total nilai tertimbang senilai 3.586. sedangkan pt risk management advisory berada di bawah pt wirapati garuda paksi dengan total nilai tertimbang senilai 2.950 yang merupakan perusahaan terlemah secara keseluruhan dan pt iss facility berada di atas pt wirapati garuda paksi dengan total nilai tertimbang senilai 4.084 yang merupakan perusahaan terkuat secara keseluruhan. dari hasil perhitungan yang dilakukan pada tahap masukan (input stage), didapat nilai efe senilai 3.545. ini mengindikasikan bahwa pt wirapati garuda paksi di atas rata-rata dalam seluruh kekuatan internalnya. alternatif strategi yang dihasilkan pada tahap pencocokan (matching stage) dengan menggunakan matriks swot, space, ie, dan grand strategy adalah strategi integrasi ke depan, integrasi ke belakang, integrasi horisontal, penetrasi pasar, pengembangan pasar, pengembangan produk, diversifikasi konsentrik, diversifikasi konglomerat dan diversifikasi horisontal. tetapi, setelah disesuaikan dengan keadaan perusahaan, maka strategi yang layak dievaluasi dalam matriks qspm adalah strategi penetrasi pasar, pengembangan pasar dan pengembangan produk. berdasarkan hasil pengolahan data melalui matriks qspm pada tahap keputusan (decision stage), maka terlihat strategi penetrasi pasar lebih menarik untuk di terapkan oleh pt wirapati garuda paksi dengan jumlah total nilai daya tarik senilai 6.276, diikuti oleh strategi penetrasi pasar dengan jumlah total nilai daya tarik senilai 6.011, dan strategi pengembangan produk dengan jumlah total nilai daya tarik senilai 5.509. 80 journal the winners, vol. 11 no. 1, maret 2010: 66-80 daftar pustaka david, f.r. (2006). manajemen strategis – konsep, edisi sepuluh, jakarta: salemba empat. rangkuti, f. (2009). analisis swot: teknik membedah kasus bisnis, cetakan keenambelas, jakarta: pt gramedia pustaka utama. sugiyono. (2006). statistika untuk penelitian, cetakan kesembilan, bandung: cv alfabeta. umar, h. (2008). strategic management in action, cetakan kelima, jakarta: pt gramedia pustaka utama. wheelen, t.l., and hunger, j.d. (2008). strategic management and business policy, 11th ed., upper saddle river, new jersey: pearson education, inc. microsoft word 07_retno d..doc analisis brand equity… (retno dewanti; dkk) 197 analisis brand equity bina nusantara university di lingkungan smu jakarta retno dewanti1; masruroh2; doni b.3 abstract this research of binus university brand equity have been conducted by using 5 elements of brand equity: brand awareness, brand association, perceived quality, brand loyalty, and market behavior. the research methodologies was descriptive, its explained perception of 3th level high school students from 10 privates as well public high schools in west jakarta and east jakarta. the result of this research was binus university brand awareness was in top of mind level. there were 3 (three) associations of brand image of binus, were it up to date; complete and modern facilities; prestigious university which had high quality and innovative. perceived quality element showed student’s expectations of university quality were overall most important. brand loyalty element showed as reverse pyramid, that’s good loyalty for binus university. indicator of market behavior element showed 6,44% market share estimation. keywords: brand equity, market behaviour, university abstrak penelitian ekuitas merk binus university dilakukan dengan analisis elemen yang terdiri dari brand awarness, brand association yang membentuk brand image, perceived quality, brand loyalty, dan market behavior. metode penelitian yang digunakan adalah deskriptif, yaitu menguraikan penilaian calon mahasiswa yang merupakan siswa kelas 3 dari 10 smu, baik negeri maupun swasta, yang ada di jakarta barat dan jakarta timur. hasil penelitian menunjukkan bahwa merek binus university berada pada urutan pertama di tingkat top of mind. untuk brand association terdapat tiga asosiasi yang membentuk brand image binus university, yaitu asosiasi teknologi informasi up to date, fasilitas lengkap dan modern, dan universitas swasta yang bermutu dan inovatif. pada perceived quality, yang merupakan harapan siswa atas kualitas perguruan tinggi yang diukur dengan 11 atribut, seluruhnya dianggap sangat penting. untuk brand loyalty, berbentuk piramida terbalik yang berarti loyalitas siswa cukup baik terhadap binus university. untuk elemen market behavior, availability adalah sebesar 6,44%. kata kunci: ekuitas merek, perilaku pasar, universitas 1 jurusan manajemen fakultas ekonomi, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, retnodewanti@binus.edu 2 jurusan manajemen, universitas tarumanegara, jakarta 3 jurusan statistik, fmipa, universitas bina nusantara, jakarta journal the winners, vol. 8 no. 2, september 2007: 197-213 198 pendahuluan salah satu cara persaingan dalam dunia pendidikan adalah reputasi/nama baik yang diraih perguruan tinggi menjadi alat penting bagi persaingan dunia pendidikan. reputasi suatu perguruan tinggi diraih melalui proses yang panjang dan kompleks. kualitas lulusan, fasilitas, proses belajar-mengajar, dan faktor lainnya yang tercakup dalam bidang pendidikan, penelitian, dan pengabdian masyarakat menentukan reputasi/nama baik perguruan tinggi. bahkan sekarang reputasi saja tidak cukup, perlu sesuatu yang lebih tinggi lagi seiring dengan dinamika yang terjadi di lingkungan yang lebih luas, tidak hanya lingkungan perguruan tinggi saja tetapi juga dinamika lingkungan industri sebagai pemakai lulusan perguruan tinggi. untuk itu, dituntut tidak hanya reputasi saja tetapi reputasi yang mampu menciptakan ekuitas nama lembaga (yang dalam pemasaran dikenal dengan brand equity). jika suatu lembaga telah memiliki ekuitas merk maka akan terjadi efek diferensial positif yang ditimbulkan oleh pengetahuan/pengenalan/pemahaman masyarakat atas nama merk lembaga perguruan tinggi tersebut. selanjutnya, masyarakat akan memperlihatkan preferensi terhadap perguruan tinggi tersebut dibanding dengan perguruan tinggi lainnya, bahkan jika kedua perguruan tinggi tersebut pada dasarnya identik. universitas bina nusantara (selanjutnya disingkat ubinus) sebagai salah satu universitas swasta di jakarta yang telah berdiri lebih dari 25 tahun yang lalu, tidak luput dari persaingan antar perguruan tinggi swasta. masa 25 tahun berkiprah di dunia pendidikan dan dapat eksis hingga kini merupakan prestasi yang bagus. oleh karena itu, penelitian tentang ekuitas merk ubinus yang telah beroperasi selama 25 tahun penting dilakukan. dunia pendidikan di indonesia di masa yang akan datang akan menghadapi tantangan yang semakin sulit, apalagi nantinya saat globalisasi terjadi. saat ini, walaupun globalisasi belum diberlakukan sepenuhnya tetapi telah terjadi persaingan global dalam domestik indonesia dengan semakin maraknya kerja sama beberapa perguruan tinggi dengan perguruan tinggi asing. hanya perguruan tinggi yang memiliki ekuitas merk tinggilah yang akan sanggup bertahan dalam dunia pendidikan tinggi. merek yang prestisius memiliki brand equity (ekuitas merek) yang kuat. kotler (2005:86) mendefinisikan ekuitas merek sebagai efek diferensial positif yang ditimbulkan oleh pengetahuan nama merek terhadap pelanggan atas produk atau jasa tersebut. ekuitas merek mengakibatkan pelanggan memperlihatkan preferensi terhadap suatu produk dibandingkan dengan yang lain kalau keduanya pada dasarnya identik. sejauh mana pelanggan bersedia membayar lebih tinggi untuk merek tertentu tersebut merupakan ukuran ekuitas merek. pengukuran brand equity (ekuitas merek) tidak terlepas dari empat dimensi ekuitas merek, yaitu awareness (kesadaran), association (asosiasi) yang dapat membentuk brand image (citra merek), perceived quality (persepsi kualitas), dan loyalty (loyalitas) konsumen terhadap suatu produk/jasa. teori ini dikembangkan lagi oleh david a. aaker menjadi model brand equity ten, dan terdapat dimensi kelima, yaitu market behaviour (perilaku pasar). analisis brand equity… (retno dewanti; dkk) 199 untuk menilai seberapa besar ekuitas merk ubinus di mata para calon mahasiswa, dalam penelitian ini yang dimaksud dengan customer adalah calon mahsiswa, yang berarti siswa smu kelas 3 yang sudah berencana akan melanjutkan pendidikan ke perguruan tinggi. karena objek penelitian adalah siswa sebagai calon mahasiswa maka salah satu elemen ekuitas merk, yaitu loyalitas pelanggan (customer loyalty) yang hanya terbentuk dari customer, pelanggan atas merk tertentu, maka dalam penelitian ini dihilangkan karena responden adalah bukan pelanggan lebih sebagai calon pelanggan sehingga belum terbentuk loyalitas pelanggan. besarnya sampel akan diukur dengan rumus slovin dan selanjutnya digunakan propotional sampling. teknik analisis data akan digunakan beberapa teknik sesuai dengan 5 elemen ekuitas merk: brand awareness dengan teknik deskriptif, brand association dengan teknik uji cochran, perceived quality dengan teknik deskriptif, brand loyalty dengan teknik rata-rata tiap elemen loyalitas, market behavior dengan teknik deskriptif berdasarkan uraian tersebut, perumusan masalah yang akan diteliti dalam sebagai berikut: bagaimana persepsi tingkat kesadaran (brand awareness) merk ubinus dimata siswa smu dilingkungan smu di jakarta barat dan jakarta timur? bagaimana asosiasi ubinus (asosiasi merek)? bagaimana persepsi siswa smu jakarta barat dan jakarta timur terhadap kualitas dan popularitas nama ubinus? sejauh mana loyalitas siswa terhadap merk ubinus? berapa besar market share ubinus yang ditentukan oleh brand awareness, product atractiveness, kemudahan akses ubinus ? tujuan penelitian sebagai berikut: mengukur seberapa tinggi tingkat kesadaran (brand awareness) merk ubinus di mata siswa smu di lingkungan smu jakarta barat dan jakarta timur; mengetahui berbagai asosiasi yang terkait dengan nama ubinus; mengukur persepsi siswa smu se jakarta barat dan jakarta timur terhadap kualitas dan popularitas nama ubinus; mengetahui kemungkinan loyalitas siswa terhadap ubinus; mengukur seberapa besar market share ubinus yang ditentukan oleh brand awareness, product atractiveness, kemudahan akses ubinus. manfaat penelitian sebagai berikut: memberi gambaran tentang ekuitas merek yang dimiliki ubinus yang selanjutnya akan berguna sebagai bahan masukan bagi pengambilan keputusan di bidang pemasaran; memberi masukan elemen ekuitas merek apa yang perlu dibenahi dan apa yang perlu dipertahankan jika mungkin ditingkatkan dalam rangka menciptakan atau mempertahankan atau bahkan meningkatkan ekuitas merk ubinus; mendapatkan gambaran kualitas dan popularitas ubinus di mata siswa smu se jakarta barat dan jakarta timur journal the winners, vol. 8 no. 2, september 2007: 197-213 200 tinjauan pustaka ekuitas merek pengertian ekuitas merek ekuitas merek adalah seperangkat asset dan liabilitas merek yang terkait dengan suatu merek, nama, simbol yang mampu menambah atau mengurangi nilai yang diberikan oleh sebuah produk atau jasa kepada perusahaan maupun kepada pelanggan. agar aset dan liabilitas mendasari ekuitas merek maka aset dan liabilitas merek harus berhubungan dengan nama atau sebuah simbol sehingga jika dilakukan perubahan terhadap nama dan simbol merek, beberapa atau semua aset dan liabilitas yang menjadi dasar ekuitas merek akan berubah pula. (durianto, sugiarto, sitinjak, 2001:4) menurut philip kotler dalam bukunya manajemen pemasaran, edisi kesebelas jilid 2 (2005:86), ekuitas merek sebagai efek diferensial positif yang ditimbulkan oleh pengetahuan nama merek terhadap pelanggan atas produk atau jasa tersebut. ekuitas merek mengakibatkan pelanggan memperlihatkan preferensi terhadap suatu produk dibandingkan dengan yang lain kalau keduanya pada dasarnya identik. sepanjang memberikan nilai tambah, maka merek tersebut memiliki ekuitas. kalau tidak memberikan nilai tambah, apalagi justru mengurangi nilai produk, berarti tidak ada ekuitas merek. jadi, mereka melihat ekuitas merek sebagai nilai yang positif. produk bermerek terdapat dua jenis nilai. pertama, nilai objektif, yaitu nilai berdasarkan realitas. hal itu merupakan nilai yang tidak terkontaminasi oleh segala hal yang terkait dengan merek. kedua, nilai total produk dengan merek. ekuitas merek adalah selisih antara nilai total produk (dengan merek) dikurangi nilai objektifnya. dengan hubungan demikian, dimungkinkan nilai ekuitas merek yang positif, nol, dan negatif. menurut mereka juga, ekuitas merek dapat dilihat pada ruang lingkup individu, segmen, maupun pasar secara total. pada ruang lingkup individu, dimungkinkan perbedaan ekuitas merek pada individu yang berbeda. menurut kotler (2006:258), brand equity is the added value endowed to products and services. this value may be reflected in how consumers think, feel, and act with respect to the brand, as well as the process, market share, and profitability that the brand commands for the firm. brand equity is an important intangible asset that has psychological and financial value to the firm. elemen ekuitas merk menurut david a. aaker (durianto, sugiarto, sitinjak, 2004:4), ekuitas merek (brand equity) dapat dikelompokkan ke dalam 5 kategori. pertama, kesadaran merek (brand awareness), menunjukkan kesanggupan seorang calon pembeli untuk mengenali atau mengingat kembali bahwa suatu merek merupakan bagian dari kategori produk tertentu. kedua, asosiasi merek (brand association), mencerminkan pencitraan suatu analisis brand equity… (retno dewanti; dkk) 201 merek terhadap suatu kesan tertentu dalam kaitannya dengan kebiasaan, gaya hidup, manfaat, atribut produk, geografis, harga, pesaing, selebritis, dan lain-lain. ketiga, persepsi kualitas (perceived quality), mencerminkan persepsi pelanggan terhadap keseluruhan kualitas/keunggulan suatu produk atau jasa layanan berkenaan dengan maksud yang diharapkan. keempat, loyalitas merek (brand loyalty), mencerminkan tingkat keterikatan konsumen dengan suatu merek produk. kelima, aset merek lainnya (other proprietary brand assets), seperti hak paten, rahasia teknologi, rahasia bisnis, akses khusus terhadap pemasok ataupun pasar, dan lain-lain. empat elemen ekuitas merek (brand equity) di luar aset merek lainnya, dikenal dengan elemen utama dari ekuitas merek (brand equity). elemen brand equity yang kelima secara langsung akan dipengaruhi oleh kualitas dari empat elemen utama tersebut. namun, pengukuran ekuitas merek dikembangkan lagi oleh david a. aaker (durianto, sugiarto, budiman, 2004:4-5) menjadi model brand equity ten yang dikelompokkan dalam lima kategori dengan sepuluh elemen sebagai indikator ekuitas merek. empat kategori yang pertama mewakili persepsi konsumen tentang suatu merek melalui empat dimensi ekuitas merek, yaitu, loyalitas merek, persepsi kualitas, asosiasi merek, dan kesadaran merek. kategori kelima meliputi pengukuran dua jenis perilaku pasar (market behaviour) yang mewakili informasi yang diperoleh berdasarkan pasar, dan bukan langsung dari konsumen. metode penelitian jenis dan metode penelitian pengamatan dilakukan terhadap siswa sebagai calon mahasiswa di smu wilayah jakarta barat dan jakarta timur, meliputi 11 smu swasta maupun negeri. sesuai dengan tujuan penelitian yang ingin dicapai maka digunakan jenis penelitian deskriptif. adapun tujuan penelitian adalah menguraikan sifat atau karakteristik mengenai reaksi responden terhadap jasa layanan pendidikan tinggi (terutama universitas) universitas bina nusantara melalui pengukuran brand awarness, brand association, perceived quality, brand loyalty, dan market behavior. dalam tabel di bawah ini ditunjukkan desain penelitian yang akan dilakukan. journal the winners, vol. 8 no. 2, september 2007: 197-213 202 tabel 1 teknik analisis data tujuan penelitian metode analisis metode yang digunakan alat analisis t1 t2 t3 t4 t5 descriptive survey descriptive survey decsriptive survey descriptive survey descriptive survey analisis descriptive, dilakukan dengan perhitungan persentase dengan cara menabulasikan data yang diperoleh. analisis uji cochran, dilakukan untuk mengetahui beberapa hubungan antara beberapa variabel. analisis descriptive, pengukuran nilai rata-rata importance analisis descriptive, pengukuran rata – rata dari setiap elemen loyalitas merek. analisis descriptive, pengukuran prosentase elemen perilaku pasar teknik pengumpulan data dalam penelitian ini digunakan kombinasi teknik pengumpulan data yang terdiri dari berikut ini. pertama, kuesioner. kuesioner digunakan dalam pengumpulan data dari responden dan peneliti menyusun format pertanyaan yang telah diatur sedemikian rupa untuk menganalisis ekuitas merek yang diajukan kepada responden secara tertulis. kedua, wawancara. wawancara dengan pihak ubinus, terutama bagian marketing dan beberapa guru di smu. ketiga, studi kepustakaan, merupakan teknik pengumpulan data yang dilakukan berdasarkan informasi yang diperoleh melalui buku, majalah, jurnal yang berhubungan dengan permasalahan yang dibahas dalam penulisan ini. teknik pengambilan sampel dalam penelitian ini, peneliti menggunakan probability sampling. probability sampling adalah teknik sampling (teknik pengambilan sampel) yang memberikan peluang yang sama bagi setiap unsur (anggota) populasi untuk dipilih menjadi anggota sampel (sugiyono, 2005:74). untuk menentukan besarnya ukuran sampel, peneliti menggunakan penyederhaan dengan jumlah 254 siswa dari 10 smu yang ada di jakarta barat dan timur. kriteria sampel yang dirumuskan oleh peneliti adalah responden (siswa) sekolah menengah atas kelas 3 yang punya minat melanjutkan ke jenjang pendidikan tinggi. analisis brand equity… (retno dewanti; dkk) 203 definisi operasional dan instrumen pengukuran tabel 2 definisi opersional dan instrumen pengukuran variabel dimensi indikator skala brand awareness (kesadaran merek) top of mind nama universitas yang disebutkan pertama kali oleh responden atau yang pertama kali muncul dalam benak responden ketika ditanyakan. nominal brand recall merek – merek lain yang disebutkan setelah menyebutkan merek pertama kali tersebut. nominal unaware of brand tidak mengetahui / menyadari sama sekali mengenai nama ubinus brand association (asosiasi merek) atribut tingkat informasi yang diberikan sejumlah responden mengenai segala sesuatu yang ada di ingatan konsumen yang terkait dengan nama ubinus nominal perceived quality (persepsi kualitas) atribut tingkat informasi yang diberikan sejumlah responden mengenai persepsi konsumen terhadap keseluruhan kualitas pendidikan ubinus ordinal brand loyalty (loyalitas merek) switcher siswa yang masih mempertimbangkan beberapa nama universitas ordinal habitual viewer siswa yang memilih ubinus karena kebiasaan. ordinal satisfied viewer siswa yang merasa puas akan ubinus. ordinal liking the brand siswa yang memilih ubinus karena faktor suka akan mereknya ordinal commited viewer siswa yang menyarankan orang lain untuk memilih ubinus. ordinal journal the winners, vol. 8 no. 2, september 2007: 197-213 204 pembahasan profile responden jenis kelamin jenis kelamin responden wanita; 137; 53,94% pria; 117; 46,06% pria wanita gambar 1 diagram jenis kelamin rata-rata pengeluaran per bulan rata-rata pengeluaran per-bulan 122; 48,03% 87; 34,25% 45; 17,72% lebih dari rp. 500 rb antara rp. 250 rb s.d. rp. 499 rb antara rp. 100 rb s.d. rp 249 rb gambar 2 diagram rata-rata pengeluaran per bulan analisis brand equity… (retno dewanti; dkk) 205 asal smu asal smu 13 10 32 18 27 27 38 23 33 33 0 5 10 15 20 25 30 35 40 smu san marino smu st kristoforus 1 smu damai smu n 63 jakarta smu n 53 jakarta smu bhinneka tunggal ika smu n 2 jakarta smu n 62 jakarta smu n 48 jakarta smu n 78 jakarta jumlah responden gambar 3 diagram asal smu jurusan jurusan ips; 126; 49,61% ipa; 128; 50,39% ipa ips gambar 4 diagram jurusan journal the winners, vol. 8 no. 2, september 2007: 197-213 206 rencana untuk melanjutkan studi di perguruan tinggi rencana lanjut studi sudah; 245; 96,46% belum; 9; 3,54% sudah belum gambar 5 diagram rencana untuk melanjutkan studi di perguruan tinggi brand awareness top of mind pada tingkatan brand awareness ini, responden diminta untuk menyebutkan satu merek universitas yang paling mereka ingat (top of mind). berikut ini adalah hasil top of mind universitas yang paling diingat oleh siswa smu di jakarta barat dan jakarta timur: tabel 3 hasil riset top of mind universitas swasta frekuensi persentase (%) binus 98 38,58 trisakti 71 27,95 tarumanegara 28 11,02 atmajaya 17 6,69 pelita harapan 15 5,91 gunadarma 15 5,91 prasetya mulya 5 1,97 budi luhur 5 1,97 total 254 100 hasil jawaban responden menunjukkan bahwa universitas bina nusantara dianggap sebagai universitas yang pertama diingat siswa-siswi smu di jakarta barat dan jakarta timur sedangkan untuk rangking 2 dan 3 universitas trisakti dan universitas tarumanegara. analisis brand equity… (retno dewanti; dkk) 207 brand tabel 4 hasil riset brand recall no universitas frekuensi persentase(%) 1 trisakti 119 13,02 2 tarumanegara 114 12,47 3 binus 102 11,16 4 atmajaya 91 9,96 5 pelita harapan 68 7,44 6 gunadarma 63 6,89 7 bunda mulia 37 4,05 8 moestopo 31 3,39 9 perbanas 31 3,39 10 bsi 28 3,06 11 ukrida 27 2,95 12 yai 27 2,95 13 pancasila 26 2,84 14 uki 24 2,63 15 mercubuana 20 2,19 16 paramadina 18 1,97 17 indonesia esa unggul 16 1,75 18 ibii 16 1,75 19 jaya baya 16 1,75 20 budi luhur 12 1,31 21 muhammadiyah jakarta 12 1,31 22 prasetya mulya 10 1,09 23 al-azhar jakarta 4 0,44 24 dharma persada 2 0,22 total 914 100 universitas trisakti menempati urutan pertama dalam kategori brand recall, yaitu merek lain yang disebut responden setelah mereka menyebutkan merek yang paling diingat pada kategori top of mind. brand recognition dan unware of brand pada kategori brand recognition (pengingatan kembali merek ubinus) dan unaware of brand (tidak mengenal merek ubinus sama sekali), dari 254, hanya 1 responden (0,25%) saja yang perlu diingatkan kembali akan merek ubinus. hal itu terjadi karena responden lupa untuk mencantumkan merek ubinus pada pertanyaan sebelumnya, baik dikategori top of mind maupun brand recall. untuk unaware of brand, tidak ada satu responden (0%) pun yang tidak mengenali merek ubinus. journal the winners, vol. 8 no. 2, september 2007: 197-213 208 brand recognition 219; 86,22% 35; 13,78% 0; 0,00% a) ya, saya mengenal dan telah menuliskannya dalam pertanyaan sebelumnya b) ya, saya mengenal setelah mengisi pertanyaan ini c) tidak mengenal sama sekali gambar 6 diagram brand recognition brand association test statistics n 254 cochran’s q 0.764705882 df 2 asymp. sig. 0.682254215 a.1 is treated as a success. karena asymp. sig. pada interpolasi 10 sudah > 0,5 sehingga ke 3 kategori tersebut terasosiasi secara nyata dengan brand equity yang di miliki oleh ubinus kategori brand asosiasinya : universitas swasta yang bermutu dan inovatif teknologi informasi up-to-date fasilitas lengkap dan modern proses pengujian cochran ini dilakukan hingga 10 kali sampai akhirnya menunjukkan 3 asosiasi yang signifikan membentuk image binus, yaitu asosiasi: teknologi informasi up to date, fasilitas lengkap dan modern, dan universitas swasta yang bermutu dan inovatif. perceived quality untuk menganalisis perceived quality (persepsi kualitas) merk ubinus, responden diminta untuk memberi penilaian harapan terhadap atribut kualitas dan hasilnya sebagai berikut. analisis brand equity… (retno dewanti; dkk) 209 tabel 5 penilaian harapan terhadap atribut kualitas no atribut mean 1 dosen yang berkualitas 4,67 2 proses pembelajaran yang unggul 4,65 3 fasilitas lengkap dan modern 4,58 4 hubungan baik dengan pihak luar (industri, institusi, masyarakat) 4,57 5 suasana dan lingkungan belajar yang kondusif 4,56 6 proses studi yang beragam dan sesuai dengan perkembangan jaman 4,54 7 sistem layanan mahasiswa yang cepat dan tanggap 4,48 8 hubungan harmonis dan terbuka, antara mahasiswa, dosen dan lembaga 4,48 9 sistem administrasi dan akademik terkomputerisasi 4,40 10 kualitas alumni yang unggul dan diakui 4,29 11 ragam dan kualitas aktivitas kemahasiswaan 4,26 perceived quality 4,50 11 asosiasi menunjukkan penting bagi responden. brand loyalty tabel 6 brand loyalty no pertanyaan mean 1 apakah ada pilihan pt lain yang anda pertimbangkan selain ubinus 3,86 2 apakah anda setuju bahwa anda yakin ubinus akan memenuhi harapan akan sebuah pt yang ideal 3,31 3 apakah anda setuju untuk menyarankan/mempromosikan kepada orang lain untuk memilih ubinus 3,21 4 apakah anda setuju bahwa ubinus lebih bergengsi daripada pt lainnya 3,15 5 apakah anda setuju bahwa anda memilih ubinus karena sudah terbiasa/kenal dengan ubinus 3,11 total 3,33 berdasarkan brand loyalty terlihat bahwa porsi terbesar pada tingkat satisfied buyer, likes the brand, commited buyer, habitual buyer, switcher. pada level switcher, terlihat hanya 3,11 paling kecil dibandingkan yang lain sehingga nampak bahwa piramida terbalik. ekuitas merek yang kuat diperlihatkan dengan commited buyer 3,21 menunjukkan lebih besar dari switcher 3,11 sedangkan kesetiaan calon mahasiswa terhadap merk terkait dengan satisfied buyer penilaian terbesar yang berarti bahwa calon pembeli dikategorikan dapat saja berpindah merek dengan menanggung biaya peralihan (switching cost), seperti waktu, biaya, risiko yang timbul akibat tindakan peralihan merek tersebut. journal the winners, vol. 8 no. 2, september 2007: 197-213 210 analisis switcher dalam penelitian ini, switcher adalah siswa-siswi smu yang memilih ubinus karena faktor pengalihan dari universitas lain. switcher pada tingkatan loyalitas ditempatkan pada urutan paling bawah. yang termasuk switcher adalah responden yang digolongkan pada pembelian konsumen berpindah dari suatu merek ke merek yang lain dan mereka diindikasikan termasuk pembeli yang tidak loyal. pada tingkatan ini, merek apapun mereka anggap memadai serta memegang peranan kecil dalam keputusan pembelian. ciri yang paling jelas adalah konsumen membeli merk ini karena banyak konsumen lain membeli merk tersebut. market behaviour elemen market behavior yang diukur dengan market share dengan perhitungan sebagai berikut. market share = awareness x product attractiveness x willingness to pay x availability = (38,58 + 11,16) x 44,5 x 52,8 x 55,1 = 49,74 x 44,5 x 52,8 x 55,1 = 6,44% dilihat dari jumlah universitas di wilayah kopertis 3, yaitu sejumlah 49 universitas. jika dihitung secara rata-rata maka market share setiap universitas sebesar +/ 2% sehingga ubinus harus mempertahankan bahkan jika mungkin meningkatkan market share yang sebesar 6,44%. penutup berdasarkan hasil penelitian maka dapat ditarik beberapa simpulan sebagai berikut. pertama, brand awareness dari ubinus adalah sebesar 49,74% berarti dari 24 perguruan tinggi yang dikenal oleh siswa smu ubinus menempati peringkat pertama dengan top of mind sebesar 38,58% hanya 1 responden saja yang perlu diingatkan kembali untuk merek ubinus dan tidak ada satupun yang tidak mengenal ubinus. kedua, brand assosiation, dari 13 atribut yang terkait dengan ubinus ada 3 asosiasi secara signifikan terasosiasi dengan ubinus, yakni teknologi informasi up to date, fasilitas lengkap dan modern, dan universitas swasta yang bermutu dan inovatif. ketiga, perceived expected quality ubinus dinilai sangat penting untuk beberapa atribut pendidikan, antara lain kualitas dosen, fasilitas, sistem, program studi, aktivitas kemahasiswaan, dan lain-lain. keempat, loyalitas merek ubinus cukup baik karena berbentuk piramida terbalik yang semakin ke atas semakin melebar. keenam, perkiraan market share ubinus yang ditentukan oleh faktor: awareness, product atractiveness, analisis brand equity… (retno dewanti; dkk) 211 willingness to pay, availibility adalah sebesar 6,44% hasil estimasi ini harusnya dibandingkan dengan data real market share dari ubinus, sayangnya dalam penelitian ini sulit untuk memperoleh data market share masing-masing market share di indonesia. saran yang dapat diberikan berdasarkan penelitian sebagai berikut. pertama, tingkat awareness yang diukur dengan brand recall ubinus menempati peringkat ke-4 padahal pada top of mind menempati urutan pertama sehingga rendahnya brand recall ini mengharuskan ubinus harus sering mengingatkan kembali calon siswa akan keberadaan ubinus dengan berbagai program komunikasi pemasaran yang terpadu. ubinus harus lebih memperhatikan dan mempertajam berbagai atribut yang terasosiasi dengan ubinus dengan program yang saling mendukung dan berhubungan antara satu atribut dengan atribut lain. kedua, ubinus hendaknya mempertahankan faktor yang terasosiasi secara signifikan dengan brand equity ubinus, yakni teknologi informasi up to date, fasilitas lengkap dan modern, dan universitas swasta yang bermutu dan inovatif sehingga dapat dijadikan unggulan bersaing yang nyata terkait dengan brand equity. ketiga, dari 11 indikator kualitas pendidikan tinggi yang paling diharapkan siswa adalah kualitas dosen, proses pembelajaran, dan fasilitas yang lengkap dan modern. dengan demikian, ubinus memperbaiki tiga indikator utama tersebut dengan berbagai macam kebijakan yang relevan. keempat, dilihat dari bentuk piramida loyalitas ubinus hasilnya menunjukkan bahwa switcher paling rendah sedangkan terbesar adalah satisfied buyer sehingga diperlukan berbagai faktor pendorong yang akan membentuk unsur kesukaan atas ubinus supaya tidak lagi mempertimbangkan universitas lain. kelima, dilihat dari jumlah universitas di wilayah kopertis 3, yaitu sejumlah 49 universitas, jika dihitung secara rata-rata maka market share setiap universitas sebesar +/2% sehingga ubinus harus mempertahankan, bahkan jika mungkin meningkatkan market share yang sebesar 6,44%. dari hasil penelitian tentang equitas merek ubinus menggunakan lima elemen yang dilakukan terhadap 10 smu yang hanya mencakup dua wilayah, yaitu jakarta barat dan timur maka perlu dilakukan penelitian yang lebih luas ke seluruh wilayah daerah jakarta. penelitian dengan jumlah responden yang jauh lebih banyak lagi sehingga hasil penelitian akan jauh lebih akurat dan representatif. penelitian lebih lanjut akan dilakukan dengan tujuan menghasilkan hasil penelitian yang mendukung dan memperbaiki penelitian ini. journal the winners, vol. 8 no. 2, september 2007: 197-213 212 daftar pustaka aaker, david a. 1991. managing brand equity. new york: the free press. aaker, 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john wiley & sons. tjiptono, fandy. 2001. strategi pemasaran. edisi 2. yogyakarta: andi. microsoft word 04_antonius_revised.doc pendapat auditor atas … (antonius herusetya) 47 pendapat auditor atas laporan keuangan untuk perusahaan yang terdaftar di bursa efek jakarta antonius herusetya1 abstract reports are essentials to audit and assurance engagements because they communicate the result of auditor’s findings. the reason for this research is to study what types of the audit report has been issued for listed public companies in bursa efek jakarta (bej). audited reports from 106 sample companies are examined. our findings reveal that most of the audit opinion among listed companies in indonesia is unqualifed opinion (51.89%), followed by unqualified opinion with explanatory paragraph (39.79%), qualified opinion (7.55%), and disclaimer opinion (3.77%). each audit opinion has its own condition that varies among many companies. keywords: auditor, comparative financial report, public company, jakarta stock exchange abstrak laporan sangat penting bagi audit dan perjanjian asuransi karena laporan tersebut mengkomunikasikan hasil yang ditemukan oleh auditor. penelitian ini bertujuan untuk mempelajari tipe laporan audit yang dikeluarkan dalam daftar perusahaan publik di bursa efek jakarta (bej). laporan audit ini mengambil 106 sampel perusahaan untuk dianalisis. dalam penelitian ditemukan bahwa kebanyakan dari audit opinion yang terdapat dalam daftar perusahaan di indonesia adalah unqualifed opinion (51.89%), diikuti dengan unqualified opinion dengan paragraf penjelasan (39.79%), qualified opinion (7.55%), dan disclaimer opinion (3.77%). setiap audit opinion memiliki persyaratan tersendiri yang bervariasi dalam setiap perusahaan. kata kunci: auditor, laporan keuangan komparatif, perusahaan publik, bursa efek jakarta 1 jurusan akuntansi uph business school, lippo karawaci, tangerang 15811 aherusetya@yahoo.com journal the winners, vol. 8 no. 1, maret 2007: 47-57 48 pendahuluan laporan auditor atas laporan keuangan auditan atau audit report menjadi penting dalam perikatan audit atas laporan keuangan karena audit report mengkomunikasikan hasil temuan auditor dan berisi pendapat apakah laporan keuangan pihak ketiga yang diaudit telah disajikan secara wajar sesuai dengan prinsip akuntansi yang berlaku umum. pengguna laporan keuangan, khususnya pemangku kepentingan di luar perusahaan akan bergantung pada pendapat auditor yang telah memberikan kepastian yang memadai (reasonable assurance) sehubungan dengan laporan keuangan perusahaan. pemahaman akan jenis audit report serta penyebab atau kondisi yang menyebabkan dikeluarkannya jenis pendapat tertentu oleh kantor akuntan publik akan memberikan wawasan bagi pengguna laporan keuangan mengenai keandalan dari informasi yang terkandung laporan keuangan sebagai dasar pengambilan keputusan. audit report merupakan hasil akhir daripada seluruh proses audit atas laporan keuangan yang dihasilkan oleh kantor akuntan publik. pada prinsipnya, terdapat dua kelompok jenis pendapat auditor, yaitu pertama, laporan auditor dengan pendapat wajar tanpa pengecualian, yang terbagi dalam: pendapat wajar tanpa pengecualian dengan bentuk baku (unqualified opinion) dan pendapat wajar tanpa pengecualian dengan paragraf penjelasan (unqualified opinion with modified wording or explanatory paragraph). kelompok kedua adalah jenis pendapat yang menyimpang dari pendapat wajar tanpa pengecualian, yaitu pendapat wajar dengan pengecualian (qualified opinion), laporan auditor tanpa pendapat (disclaimer opinion), dan pendapat tidak wajar (adverse opinion) (messier, et al. 2006, arens, et al. 2006). laporan auditor bentuk baku dengan pendapat wajar tanpa pengecualian hanya dapat diterbitkan bila laporan keuangan telah disusun sesuai dengan prinsip akuntansi yang berlaku umum dalam segala hal yang bersifat material. laporan auditor ini memiliki bentuk baku dalam penyajian kalimat maupun jumlah paragraf dalam laporannya (psa no. 29, par. 08). dalam kondisi tertentu, auditor dapat menyatakan pendapat wajar tanpa pengecualian atas salah satu unsur laporan keuangan dan menyatakan pendapat wajar dengan pengecualian atau jenis pendapat lainnya apabila keadaan mengharuskan demikian (psa no. 29 par. 05). perbedaaan audit report bentuk baku tersebut dengan jenis pendapat wajar tanpa pengecualian dengan paragraf penjelasan adalah bila terdapat kondisi sebagai berikut, yaitu karena adanya pendapat auditor sebagian didasarkan atas laporan auditor independen lain, laporan keuangan disajikan menyimpang dari prinsip akuntansi yang dikeluarkan oleh iai, adanya kesangsian atas kelangsungan hidup entitas, terdapat perubahan material dalam penerapan prinsip akuntansi dengan periode sebelumnya, keadaan tertentu yang berhubungan dengan laporan auditor atas laporan keuangan komparatif, dan paragraf penjelasan untuk menekankan suatu hal tentang laporan keuangan (psa no. 29 par. 11). pendapat auditor atas … (antonius herusetya) 49 pendapat auditor atas laporan keuangan komparatif memiliki konsekuensi bagi auditor untuk memutahirkan laporannya atas laporan keuangan secara individu untuk satu atau beberapa periode yang lalu yang disajikan dalam bentuk komparatif dengan laporan keuangan periode sekarang (psa no 29 par. 65). dalam laporan auditor ini dimungkinkan juga terdapatnya perbedaan jenis pendapat auditor atas kedua laporan keuangan yang diaudit, misalnya pada tahun berjalan diberikan pendapat tanpa pengecualian, namun tahun sebelumnya memiliki pendapat dengan pengecualian. sumber: messier, et al 2006 gambar 1 jenis pendapat auditor journal the winners, vol. 8 no. 1, maret 2007: 47-57 50 metode penelitian penelitian ini merupakan penelitian deskriptif menggunakan content analysis terhadap 106 laporan auditor independen untuk perusahaan publik yang terdaftar di bursa efek jakarta (bej). jumlah populasi dari perusahaan publik yang terdaftar di bej pada akhir tahun 2005 adalah 347 perusahaan. seluruh perusahaan publik tersebut telah dikelompokkan dalam 9 (sembilan) katagori industri utama tiap industri utama memiliki subindustrinya. dalam penelitian deskriptif, menurut gay & diehl (1992), besarnya ukuran uji petik (sample) minimal agar layak untuk mewakili kondisi dari suatu populasi adalah sebesar 10 persen. dalam penelitian ini, penulis menentukan besarnya uji petik sebesar 30,55 persen atau sebanyak 106 laporan auditor dengan laporan keuangan komparatif tahun 2005 dan 2004 agar dapat lebih menyakinkan bagaimana profil pendapat auditor independen atas laporan keuangan yang diaudit tersebut. metode pemilihan uji petik adalah berdasarkan convenience sampling (sekarang 2003) tanpa memandang jenis industri utama maupun subindustri utama, dengan alasan data yang dikumpulkan adalah semata-mata berdasarkan audit report atas laporan keuangan komparatif tahun 2005 dan 2004 yang diperoleh baik melalui internet, maupun laporan tahunan perusahaan yang bersangkutan pada pt bursa efek jakarta. setelah dilakukan pemilihan uji petik, masing-masing audit report yang dipilih dapat dikelompokkan kembali menurut industri utamanya sebagaimana ter lihat pada tabel 1. tabel 1 profil populasi dan uji petik kategori industri utama populasi uji petik jumlah perusahaan persentase (%) jumlah perusahaan persentase (%) pertanian 11 3.17 1 0.94 pertambangan 10 2.88 2 1.89 industri dasar dan kimia 53 15.27 17 16.04 aneka industri 48 13.83 16 15.09 industri barang konsumsi 37 10.66 12 11.32 properti dan real estate 37 10.66 17 16.04 infrastruktur, utilitas, dan transportasi 20 5.76 5 4.72 keuangan 65 18.73 16 15.09 perdagangan, jasa, dan investasi 66 19.02 20 18.87 total 347 100 106 100 pendapat auditor atas … (antonius herusetya) 51 hasil penelitian dan pembahasan hasil analisis pendapat auditor hasil penelitian uji petik terhadap isi 106 laporan akuntan publik untuk laporan keuangan komparatif tahun 2005 dan 2004 menunjukkan bahwa untuk tahun audit 2005, terdapat 55 laporan auditor (51,89 persen) dengan pendapat wajar tanpa pengecualian dengan bentuk baku dan terdapat 39 laporan auditor (36,79 persen) dengan pendapat wajar dengan paragraf penjelasan. dengan perkataan lain, terdapat 94 laporan auditor (88,68 persen) dengan katagori pendapat wajar tanpa pengecualian. sisanya adalah 8 laporan auditor (7,55 persen) dengan pendapat wajar dengan pengecualian dan 4 laporan auditor (3,77 persen) tanpa pendapat. tidak ditemukan adanya pendapat tidak wajar dalam jumlah uji petik yang diambil. pendapat wajar tanpa pengecualian (unqualified opinion) pendapat wajar tanpa pengecualian berarti laporan keuangan perusahaan publik tersebut telah disusun secara wajar (bebas dari salah saji secara material) sesuai dengan prinsip akuntansi yang berlaku umum di indonesia. dari jenis pendapat wajar tanpa pengecualian bentuk baku tahun 2005 tersebut diatas ada 94,55 persen (52 pendapat auditor) memiliki pendapat yang sama dengan tahun sebelumnya dan ada 5,45 persen memiliki pendapat yang berbeda, yakni 3 (tiga) pendapat wajar tanpa pengecualian dengan paragraf penjelasan mengenai pendapat auditor pendahulu yang tidak disajikan. tabel 2 jenis pendapat auditor terhadap laporan keuangan komparatif no jenis opini 2005 jml % jenis opini 2004 jml % 1 pendapat wajar tanpa pengecualian 55 51,89 sama dengan tahun 2005 52 94,55 berbeda 3 5,45 2 pendapat wajar dengan paragraf penjelasan 39 36,79 sama dengan tahun 2005 36 92,31 berbeda 3 7,69 3 pendapat dengan pengecualian 8 7,55 sama dengan tahun 2005 7 87,50 berbeda 1 12,50 4 laporan audit tanpa pendapat 4 3,77 sama dengan tahun 2005 1 25,00 berbeda 3 75,00 jumlah 106 100 106 journal the winners, vol. 8 no. 1, maret 2007: 47-57 52 pendapat wajar tanpa pengecualian dengan paragraf penjelasan pendapat wajar dengan paragraf penjelasan untuk tahun 2005 yang memiliki pendapat yang sama dengan tahun sebelumnya ada 92,31 persen atau 36 laporan auditor dan 7,69 persen atau 3 laporan auditor memiliki pendapat yang berbeda dengan tahun sebelumnya. rincian perbedaan pendapat akuntan tahun 2004 dengan tahun 2005 terdiri dari 1 (satu) laporan auditor dengan pendapat wajar dengan pengecualian dan 2 (dua) laporan auditor tanpa pendapat. pendapat wajar dengan paragraf penjelasan untuk laporan keuangan tahun 2005 umumnya disebabkan oleh karena ketidakpastian terhadap kelangsungan hidup, adanya perubahan prinsip akuntansi yang berlaku umum dengan tahun sebelumnya, sebagian pendapat auditor pendahulu, penjelasan atas pendapat auditor lain yang melakukan audit atas anak perusahaan, dan penjelasan auditor mengenai perubahan jenis pendapat dengan tahun sebelumnya. kondisi yang menyebabkan timbulnya paragraf penjelasan tersebut diatas dapat terjadi lebih dari satu kondisi atau merupakan kombinasi dari beberapa keadaan tersebut sehingga memungkinkan adanya tambahan beberapa paragraf penjelasan. kondisi yang menyebabkan adanya paragraf penjelasan untuk jenis pendapat auditor pada tahun 2004 disebabkan oleh kondisi ketidakpastian akan kondisi ekonomi yang berpengaruh terhadap kelangsungan perusahaan dan selebihnya tidak diketahui penyebabnya mengingat sumber data yang diteliti adalah laporan auditor atas laporan keuangan komparatif 2005 dan 2004. bila dilihat pada sebaran kondisi yang memerlukan paragraf penjelasan dalam tabel 3 maka hanya ada 21 laporan auditor dengan 1 (satu) kondisi yang memerlukan penjelasan dari 39 laporan auditor. kondisi terbanyak menjelaskan mengenai keraguan auditor tentang kelangsungan hidup perusahaan (11 laporan auditor) dan masalah penerapan prinsip akuntansi yang tidak taat azas (6 laporan auditor). laporan auditor lainnya berisi 2 (dua) atau lebih kondisi yang memerlukan paragraf penjelasan. bila dilihat dari variabel terbanyak yang memerlukan paragraf penjelasan maka kondisi keraguraguan atas kelangsungan hidup perusahaanlah yang paling mendominasi, yakni ada 24 laporan auditor dari 39 laporan auditor. adapun rincian sebaran dikeluarkannya jenis pendapat ini untuk tahun 2005 dapat dilihat pada tabel 3. pendapat auditor atas … (antonius herusetya) 53 tabel 3 sebaran pendapat audit wajar tanpa pengecualian dengan paragraf penjelasan tahun audit 2005 frekuensi persentase kelangsungan hidup 11 28 konsistensi 6 15 sebagian pendapat auditor lain 1 2 penjelasan pendapat auditor lain atas anak perusahaan 1 2 penekanan masalah 2 5 kelangsungan hidup dan konsistensi 3 8 kelangsungan hidup dan pendapat auditor lan 4 10 kelangsungan hidup dan penjelasan pendapat tahun sebelumnya 3 8 kelangsungan hidup dan penjelasan pendapat auditor lain atas anak perusahan 1 2 sebagian pendapat auditor lain dan konsistensi 4 10 penjelasan pendapat auditor lain atas anak perusahaan dan konsistensi 1 2 sebagian pendpat auditor lain, kelangsungan hidup dan konsistensi 1 2 penjelsan pendapat auditor lain atas anak perusahaan, kelansusungan hidup dan konsistensi 1 2 total 35 100 pendapat wajar dengan pengecualian (qualified opinion) pendapat wajar dengan pengecualian dimana pendapat auditornya sama untuk laporan keuangan komparatif tahun 2005 dan 2004 adalah 42,86 persen (3 laporan auditor) disebabkan adanya pembatasan ruang lingkup secara material oleh keadaan dan 57,14 persen (4 laporan auditor) karena ketidaksesuaian dengan prinsip akuntansi yang berlaku umum di indonesia. pendapat wajar dengan pengecualian yang berbeda dengan tahun sebelumnya ada 1 (satu) laporan auditor yang disebabkan adanya pembatasan ruang lingkup oleh keadaan dengan pendapat wajar dengan pengecualian. berdasarkan tabel 4 dapat disimpulkan bahwa pendapat wajar dengan pengecualian untuk kedua tahun audit tersebut yang disebabkan adanya pembatasan ruang lingkup audit berjumlah 4 laporan (50 persen) dan 4 laporan lainnya ( 50 persen) adalah karena terdapatnya pembatasan ruang lingkup audit oleh keadaan. dari seluruh laporan auditor tahun 2005 terdapat 62,50 persen laporan keuangan atau laporan keuangan anak perusahaannya diaudit oleh auditor lain pada tahun sebelumnya. journal the winners, vol. 8 no. 1, maret 2007: 47-57 54 tabel 4 penyebab dikeluarkannya pendapat wajar dengan pengecualian jenis pendapat auditor tahun 2005 penyebab jumlah pembatasan ruang lingkup audit tidak mematuhi pabu sama 3 4 7 berbeda 1 0 1 jumlah 4 4 8 laporan auditor tanpa pendapat (disclaimer opinion) laporan akuntan publik tanpa pendapat, baik untuk tahun audit 2005 dan 2004 adalah sebesar 75 persen disebabkan adanya pembatasan ruang lingkup audit yang sangat signifikan sedangkan 25 persen adalah laporan audit yang berbeda dengan tahun sebelumnya. laporan auditor tanpa pendapat diberikan apabila terdapat keadaan dimana auditor tidak memungkinkan untuk mengumpulkan bukti audit yang cukup dan kompeten yang nilainya sangat material, dan terdapat ketidakpastian atas kelangsung hidup perusahaan dimasa yang akan datang. bila diteliti lebih lanjut, pengecualian tersebut terjadi karena adanya ketidakpastian yang sigifikan atas penyelesaian pinjaman utang jangka panjang, sewa guna usaha, serta beberapa pinjaman sindikasi bank dan lembaga keuangan luar negeri, perusahaan dan anak perusahaan mengalami kerugian berturut-turut dan defisiensi modal, tidak memungkinkannya auditor untuk melakukan konfirmasi atau mendapatkan jawaban konfirmasi atas piutang usaha, piutang hubungan istimewa, hutang usaha, wesel bayar terjamin dan tidak terjamin, dan accountaccount lainnya yang jumlahnya sangat material. keputusan auditor dalam memberikan jenis laporan tanpa pendapat sesuai dengan psa 29 par. 23 dan psa 30 par. 11 yang menyatakan bahwa dampak yang mungkin timbul menyangkut banyak pos laporan keuangan dan auditor menyangsikan kemampuan entitas dalam mempertahankan kelangsungan hidupnya. laporan auditor dengan pendapat yang berbeda dengan tahun sebelumnya disebabkan oleh karena adanya pembatasan ruang lingkup oleh keadaan. paragraf dalam laporan auditor hasil evaluasi terhadap isi laporan auditor menunjukkan adanya variasi dalam jumlah paragraf dari masing-masing jenis pendapat sebagaimana yang terdapat dalam tabel 5, kecuali untuk jenis pendapat wajar tanpa pengecualian. pada pendapat wajar tanpa pengecualian, bentuk baku ini memiliki jumlah paragraf sebanyak 3 (tiga), yaitu paragraf pendahuluan, paragraf ruang lingkup, dan paragraf pendapat. pada jenis pendapat yang lain bervariasi sesuai dengan kondisi yang memerlukan satu atau lebih paragraf penjelasan. pendapat auditor atas … (antonius herusetya) 55 tabel 5 jumlah paragraf laporan auditor jenis pendapat auditor jumlah paragraf pendapat wajar tanpa pengecualian 3 pendapat wajar tanpa pengecualian dengan paragraf penjelasan 4 7 pendapat wajar dengan pengecualian 5 8 laporan auditor tanpa pendapat 5 9 profil kantor akuntan publik sebagian besar hasil penelitian ini menemukan bahwa 39,62 persen laporan keuangan perusahaan publik yang terdaftar di bej pada tahun 2005 telah diaudit oleh kantor akuntan publik lokal yang berafiliasi dengan kap “the big four” sedangkan lainnya adalah sebesar 10,38 persen merupakan kantor akuntan publik internasional dengan katagori nasional (arens, et al. 2006), 24,52 persen merupakan bentuk kerja sama dengan kantor akuntan publik internasional lainnya dan sisanya sebesar 25,47 persen merupakan kap lokal indonesia. kantor akuntan the big four terbanyak dalam melakukan audit laporan keuangan tahun 2005 yang dijadikan uji petik adalah ernst & young, yaitu sebanyak 16,98 persen, kedua adalah deloitte & touche 12,26 persen, dan sisanya 10,30 persen diaudit oleh pwc dan kpmg. tabel 6 profil kantor akuntan publik katagori kap jumlah persentase (%) the big four ernst & young 18 16,98 deloitte & touche 13 12,26 pwc 7 6,60 kpmg 4 3,77 subtotal 42 39,62 national 11 10,38 kap internasional lainnya 26 24,52 lokal 27 25,47 jumlah 106 100,00 journal the winners, vol. 8 no. 1, maret 2007: 47-57 56 penutup berdasarkan hasil penelitian dapat ditarik beberapa simpulan sebagai berikut. pertama, dari penelitian yang dilakukan terhadap 106 laporan auditor independen atas laporan keuangan komparatif tahun 2005 dan 2004 perusahaan publik yang terdaftar di bej maka untuk tahun audit 2005 terdapat 51,89 persen laporan auditor dengan pendapat wajar tanpa pengecualian, 36,79 persen pendapat wajar tanpa pengecualian dengan paragraf penjelasan, 7,55 persen pendapat wajar dengan pengecualian, dan 3,77 persen adalah laporan auditor tanpa pendapat. dalam penelitian ini tidak ditemukan adanya laporan auditor dengan pendapat tidak wajar. kedua, perusahaan publik yang dijadikan uji petik menggunakan jasa kantor akuntan publik baik yang tergolong “ the big four” maupun “ non big four”, masing masing sebesar 39,62 persen dan 60,38 persen. ketiga, penyebab utama diterbitkannya laporan auditor pendapat wajar tanpa pengecualian dengan paragraf penjelasan sebagian besaar adalah karena masalah ketidakpastian terhadap kelangsungan hidup perusahaan, sisanya adalah karena masalah perubahan dalam penerapan prinsip akuntansi yang berlaku umum, sebagian pendapat auditor didasarkan atas pendapat auditor lain, maupun penjelasan pendapat auditor lain atas anak perusahaan. keempat, laporan auditor dengan pengecualian sebagian besar disebabkan tidak dipatuhinya prinsip akuntansi yang berlaku umum (pabu), yaitu sebesar 50 persen, sedangkan sisanya 50 persen adalah terdapatnya pembatasan ruang lingkup audit oleh karena oleh karena keadaan. kelima, laporan auditor yang diterbitkan tanpa pendapat disebabkan oleh karena adanya pembatasan ruang lingkup yang sangat material maupun ketidakpastian atas kelangsungan hidup perusahaan yang sangat besar. saran untuk penelitian berikutnya adalah sebagai berikut. pertama, perlu diteliti apakah terdapat dampak signifikan antara jenis opini dari auditor terhadap pembuatan keputusan investor dalam melakukan keputusan investasi. kedua, perlunya diteliti lebih lanjut menggunakan laporan keuangan komparatif untuk beberapa tahun audit, apakah terdapat perubahan dalam jenis opini auditor, dan apakah penyebab utamanya. hal itu dapat memberikan gambaran mengenai perkembangan profil opini auditor atas laporan keuangan perusahaan publik yang terdaftar di bej, khususnya bagi perusahaan yang telah lama listing di bej. pendapat auditor atas … (antonius herusetya) 57 daftar pustaka arens, a.a., elder r.j., and beasley m.s. 2006. auditing and assurance services: an integrated approach. eleventh edition. new jersey: pearson education, inc. gay, l.r. and p.l. diehl. 1992. research methods for business and management. new york: machmillan publishing company. ikatan akuntan indonesia (iai). 2001. standar profesional akuntan publik. salemba empat. messier w.f., s.m. glover, and d.f. prawitt. 2006. auditing & assurance services: a systematic approach. fourth edition. new york: mcgraw hill/irwin. sekaran, u. 2003. research methods for businessa skill building approach. 4th edition. john wiley & sons, inc. microsoft word 06 artikel-herlin tundjung_setting.doc pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 49 pengaruh beberapa variabel terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur herlin tundjung setijaningsih1; cecilia dewi pratiwi2 1 fakultas ekonomi universitas tarumanagara dan associate jln. s. parman no.1, jakarta barat 11440 2 jurusan akuntansi, fakultas ekonomi, universitas bina nusantara herlin_tundjung@yahoo.com abstract this study aims to provide empirical evidence whether the size of the company, inventory intensity, variability cost of sales, and accounting earnings variability influence the choice of inventory valuation methods. the object of this research was manufacturing companies listed in indonesia stock exchange in the period 2005-2009. thirty nine samples in this study were taken by several criteria. statistical analysis tool used in this research was logistic regression with a significance level of 5%. from the test result, it was obtained that either partially or simultaneously, company size, intensity of inventory, price variability of goods sold, and income variability have a significance level above 5%. this shows that these variables did not significantly influence the selection method of inventory valuation. keywords: company size, inventory intensity, variability cost of sales, accounting earning variability abstrak penelitian ini bertujuan untuk memberikan bukti empiris apakah ukuran perusahaan, intensitas persediaan, variabilitas biaya penjualan, dan akuntansi yang mempengaruhi penghasilan variabilitas pilihan metode penilaian persediaan. objek penelitian ini adalah perusahaan manufaktur yang terdaftar di bursa efek indonesia pada periode 2005-2009. tigapuluh sembilan sampel dalam penelitian ini diambil oleh beberapa kriteria. alat analisis statistik yang digunakan dalam penelitian ini adalah regresi logistik dengan tingkat signifikansi 5%. tes menggunakan spss for windows versi 17.00. dari hasil pengujian, diperoleh bahwa baik secara parsial maupun simultan, ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas pendapatan memiliki tingkat signifikansi di atas 5%. hal ini menunjukkan bahwa variabelvariabel ini tidak signifikan mempengaruhi pemilihan metode penilaian persediaan. kata kunci: ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, variabilitas laba akuntansi 50 journal the winners, vol. 10 no. 1, maret 2009: 49-65 pendahuluan laporan keuangan merupakan suatu ringkasan atas transaksi-transaksi yang terjadi pada perusahaan. laporan ini sangat berguna dari para pemakai laporan keuangan seperti investor karena dapat dijadikan sebagai acuan dalam menentukan kebijakan investasi yang akan diambil. dalam menyusun laporan keuangan, perusahaan harus dapat menerapkan sistem dan prosedur akuntansi yang mendukung kegiatan operasional bisnisnya. penerapan sistem dan prosedur yang kurang tepat akan berpengaruh terhadap posisi keuangan dan hasil usaha perusahaan. penyusunan laporan keuangan juga harus mengacu pada pernyataan standar akuntansi keuangan (psak). psak merupakan kerangka teoritis perusahaan dalam menentukan kebijakan akuntansi yang akan digunakan. laporan keuangan yang mengacu pada psak akan menghasilkan laporan yang baik, akurat, dan tidak menyesatkan bagi pengguna laporan keuangan. pada psak, terdapat aturan-aturan mengenai pengukuran, pengakuan, dan metode-metode penilaian dari akun-akun yang ada pada laporan keuangan. salah satu metode penilaian yang diatur oleh psak adalah metode penilaian persediaan. penerapan atas persediaan akan berpengaruh pada laporan laba rugi dan neraca. secara umum, terdapat 3 metode penilaian persediaan, yaitu first in first out (fifo), last in first out (lifo), dan average (rata-rata). pemilihan metode penilaian persediaan untuk perusahaan di indonesia mengacu pada pernyataan standar akuntansi keuangan (psak) no. 14 (revisi 2008), yang memberikan kebebasan untuk menggunakan salah satu alternatif metode persediaan. namun, psak no. 14 mengindikasikan bahwa hanya 2 metode persediaan, yaitu fifo dan metode rata-rata yang dapat dipilih. begitu juga dengan undang-undang no. 7 tahun 1983 jo undang-undang no. 10 tahun 1994 tentang perpajakan yang hanya memperbolehkan penggunaan metode fifo atau metode ratarata. perbedaan antara metode fifo dan metode rata-rata tidak terlalu mencolok. tetapi, dalam kondisi inflasi terjadi perbedaan yang cukup besar dari penggunaan kedua metode. pada kondisi ini, jika perusahaan menggunakan metode fifo, akan menghasilkan laba bersih yang tinggi karena semua harga meningkat. hal ini bisa terjadi karena nilai persediaan akhir menjadi tinggi, sementara harga pokok penjualan rendah karena menggunakan harga sebelumnya. sebaliknya, pada kondisi yang sama, apabila menggunakan metode last in first out (lifo), maka nilai persediaan akhirnya akan menjadi rendah dan harga pokoknya akan meningkat karena menggunakan harga saat ini sehingga laba bersih perusahaan menjadi rendah. apabila perusahaan menggunakan metode rata-rata, maka akan menghasilkan laba yang berada di antara metode fifo dan lifo. walaupun metode penilaian persediaan fifo dan rata-rata tidak kontradiktif, namun tetap menggambarkan karakteristik increasing dan decreasing income. decreasing income digambarkan oleh metode rata-rata sedangkan increasing income digambarkan oleh metode fifo. namun, demikian karena dalam rentang tahun 2005-2009 telah terjadi krisis amerika serikat yang berpengaruh terhadap kenaikan inflasi di indonesia, maka metode fifo dan metode rata-rata akan menimbulkan perbedaan income yang besar. berkaitan dengan pemilihan metode penilaian persediaan, niehaus (1989) menyatakan bahwa terdapat konflik kepentingan antara manajer dan pemilik perusahaan. konflik ini timbul karena adanya perbedaan hasil ekonomi yang diharapkan. manajemen akan memilih metode yang meningkatkan value perusahaan, yaitu metode yang menghasilkan laba yang besar yang mencerminkan keinginan investor, dengan harapan pihak manajemen akan memperoleh bonus yang besar pula. namun kondisi tersebut tidak diharapkan oleh pemilik karena pemilik mempertimbangkan minimalisasi biaya pajak. pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 51 penelitian di indonesia yang terkait dengan persediaan di antaranya adalah yang dilakukan oleh mukhlasin (2002) terhadap perusahaan manufaktur selama periode 1995-1999, dengan kesimpulan bahwa faktor-faktor seperti ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan intensitas modal berpengaruh secara signifikan terhadap pemilihan metode akuntansi persediaan, sedangkan variabilitas persediaan dan variabilitas laba akuntansi tidak berpengaruh terhadap pemilihan metode akuntansi persediaan. penelitian tersebut direplikasi oleh anton (2010) dengan responden yang sama, yaitu perusahaan manufaktur pada periode 2005-2008. adapun pada penelitian anton disimpulkan bahwa variabilitas persediaan, variabilitas laba akuntansi, dan ukuran perusahaan tidak berpengaruh terhadap pemilihan metode akuntansi persediaan. hal ini berbeda dengan hasil yang telah diperoleh pada penelitian mukhlasin. penelitian ini akan mereplikasi penelitian anton dengan menambahkan satu variabel, yaitu variabilitas harga pokok penjualan yang berlawanan dengan variabilitas persediaan, yang sebelumnya telah diuji oleh mukhlasin dengan memperpanjang periode penelitian, yaitu untuk tahun 2009. penelitian ini dilakukan untuk mengetahui bagaimana pengaruh ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei. untuk itu akan dilakukan pengujian untuk mengetahui apakah baik secara parsial maupun simultan ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi berpengaruh dalam pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei pada periode 2005-2009. penelitian ini bertujuan untuk mendapatkan bukti empirik mengenai pengaruh, baik secara parsial maupun simultan ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei pada periode 2005-2009. hasil penelitian ini diharapkan dapat memberikan bukti empirik untuk mengkonfirmasi hasil penelitian mukhlaisin (2002) dan anton (2010). praktisi, khususnya investor, diharapkan dapat memperoleh masukan mengenai pengaruh, baik secara parsial maupun simultan ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei pada periode 2005-2009, ketika akan berinvestasi serta manajemen perusahaan diharapkan dapat memperoleh bahan pertimbangan dalam memilih metode penilaian yang dapat memberikan keuntungan bagi perusahaan. pemilihan metode penilaian persediaan di indonesia mengacu pada pernyataan standar akuntansi keuangan (psak) no. 14 (revisi 2008) yang memberikan kebebasan bagi perusahaan untuk menggunakan salah satu alternatif metode persediaan. menurut psak no. 14, terdapat 2 metode persediaan, yaitu metode fifo dan metode rata-rata yang dapat dipilih. begitu pula dengan undang-undang no. 7 tahun 1983 jo undang-undang no. 10 tahun 1994 tentang perpajakan yang hanya memperbolehkan penggunaan metode fifo atau metode rata-rata. kieso, weygandt, dan warfield (2007) berpendapat bahwa metode fifo mengasumsikan bahwa barang-barang yang digunakan (dikeluarkan) sesuai dengan urutan pembeliannya. dengan kata lain, metode ini mengasumsikan bahwa barang pertama dibeli adalah barang pertama digunakan (dalam perusahaan manufaktur) atau dijual (dalam perusahaan dagang). oleh karena itu, persediaan yang tersisa merupakan barang yang dibeli paling akhir. 52 journal the winners, vol. 10 no. 1, maret 2009: 49-65 keunggulan fifo adalah mendekatkan persediaan akhir dengan biaya berjalan. oleh karena barang pertama yang dibeli adalah barang yang akan pertama keluar, maka nilai persediaaan akhir akan terdiri dari persediaan akhir, terutama jika laju perputaran persediaan cepat. jika tidak terjadi perubahan harga, pendekatan ini umumnya menghasilkan nilai persediaan akhir di neraca yang mendekati biaya pengganti (replacement cost) sejak pembelian barang paling terakhir. kelemahan dari fifo adalah bahwa biaya berjalan tidak ditandingkan dengan pendapatan berjalan pada laporan laba rugi. biaya pembelian awal dibebankan ke pendapatan paling akhir, yang bisa mengarah pada distorsi laba kotor dan laba bersih. sementara itu, baridwan (2000) menyebutkan bahwa barang-barang yang dipakai atau dijual akan dibebani harga pokok rata-rata. perhitungan harga pokok rata-rata dilakukan dengan cara membagi jumlah harga perolehan dengan kuantitasnya. abdullah dan djalil (2004) juga menyimpulkan metode rata-rata didasarkan pada asumsi bahwa barang terjual harus dibebankan pada suatu biaya rata-rata seperti rata-rata yang dipengaruhi atau ditimbang oleh unit yang diperoleh pada tingkat harga tertentu. cara ini mengurangi dampak dari fluktuasi harga. pemilihan atas metode akuntansi persediaan didasarkan pada alasan-alasan tertentu. tuanakotta (2000) menyatakan bahwa ada satu alasan yang membenarkan penggunaan metode penilaian yang berbeda untuk inventory, yakni setiap metode mencerminkan keadaan ekonomi yang berbeda-beda. pertimbangan ekonomi utama dalam memilih metode akuntansi adalah perpajakan. pertimbangan lain dalam memilih metode akuntansi adalah untuk meningkatkan value bagi perusahaan melalui peningkatan kemakmuran pemegang saham. ukuran perusahaan merupakan variabel volatilitas operasional dan inventory controlability yang seharusnya dalam skala ekonomis, besarnya perusahaan menunjukkan pencapaian operasi lancar dan pengendalian persediaan (lee dan hsieh, 1985). watts dan zimmerman (1986) menyatakan jika perusahaan sensitif terhadap variasi ukuran perusahaan. perusahaan yang lebih besar akan menyukai prosedur (metode) akuntansi yang dapat menunda pelaporan earning. perusahaan besar relatif lebih sensitif dibandingkan dengan perusahaan kecil. pada masa perubahan harga, metode fifo akan menghasilkan laba yang lebih besar jika harus dibayar perusahaan. laba yang lebih kecil (dengan menggunakan metode rata-rata) menandakan bahwa metode transfer kekayaan keluar perusahaan (biaya pajak) menjadi lebih kecil jika dibandingkan dengan laba yang lebih besar (dengan menggunakan metode fifo). inilah yang menyebabkan manajemen memilih metode rata-rata. perputaran persediaan dan hari perputaran persediaan dipengaruhi oleh metode persediaan. oleh karena metode lifo menghasilkan nilai persediaan akhir pada neraca yang lebih rendah dan harga pokok penjualan yang lebih tinggi dibandingkan metode fifo, maka perusahaan dengan metode lifo mempunyai indikasi inventory turn over yang lebih tinggi dan hari perputaran persediaan yang lebih rendah dibandingkan jika perusahaan menggunakan metode fifo. asumsinya bahwa perputaran persediaan yang tinggi mengindikasikan efisiensi manajemen persediaan (lie dan hsieh, 1985). harga pokok penjualan merupakan konsep yang telah digunakan secara luas dalam menentukan net income (tuanakotta, 2000). kondisi inflasi (perubahan harga), selain berpengaruh terhadap nilai persediaan akhir juga berpengaruh terhadap harga pokok penjualan (kieso, 1992). metode akuntansi fifo pada kondisi inflasi akan menghasilkan harga pokok penjualan yang lebih kecil dibanding dengan metode lifo. hal ini disebabkan penilaian/pengakuan harga pokok penjualan berupa harga-harga awal untuk fifo dan harga-harga akhir untuk lifo. identifikasi variabilitas harga pokok penjualan dalam menentukan metode akuntansi persediaan yang berbeda (fifo atau rata-rata) disebabkan karena metode yang berbeda tersebut akan menghasilkan harga pokok penjualan yang berbeda pula. volatilitas operasional tergantung atas dasar output, teknologi produksi, dan lingkungan ekonomi umum (lee dan hsieh, 1985). variabilitas laba akuntansi dipengaruhi oleh faktor internal pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 53 perusahaan maupun eksternal perusahaan. secara internal, variabilitas ini dibentuk oleh kebijakan perusahaan, baik yang berkaitan dengan teknik operasional perusahaan maupun kebijakan akuntansi perusahaan. adapun secara eksternal, kondisi ekonomi, baik berupa inflasi maupun kebijakan pemerintah juga berdampak terhadap variabilitas laba akuntansi. ronen dan sadan (dalam wolk dan tearney, 1997) memberi penjelasan alternatif bahwa smooting income memfasilitasi manajer-manajer untuk memprediksi secara lebih baik aliran kas masa depan yang didasarkan pada nilai perusahaan. metode rata-rata akan menghasilkan laba akuntansi yang cenderung lebih stabil dan lebih kecil dibandingkan dengan metode fifo karena metode rata-rata menggabungkan seluruh price inflow, sedangkan pada metode fifo jika terjadi perubahan harga akan menghasilkan laba dengan variabilitas yang tinggi. metode penelitian variabel bebas (independent variable) dalam penelitian ini adalah ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi. variabel terikat (dependent variable) dalam penelitian ini adalah pemilihan metode penilaian persediaan. berdasarkan variabel-variabel tersebut, maka model penelitian dapat digambarkan sebagai berikut (gambar 1). gambar 1 model penelitian ukuran perusahaan ada 2, yaitu ukuran besar dan kecil. perusahaan besar transaksinya lebih banyak dibandingkan dengan perusahaan yang skalanya lebih kecil. ukuran perusahaan memiliki kaitan penting dengan pemilihan metode penilaian persediaan. pengawasan dari pemerintah terhadap kegiatan perusahaan akan membuat perusahaan besar berhati-hati dalam bertindak. apabila perusahaan melaporkan laba yang besar, maka perusahaan dapat dicurigai melakukan monopoli sehingga perusahaan akan memilih metode penilaian persediaan yang akan mengurangi laba yang dilaporkan. kecenderungan metode persediaan yang akan digunakan perusahaan besar adalah metode rata-rata yang bisa menurunkan laba. penggunaan metode rata-rata, selain bisa menghindari biaya pemilihan metode penilaian persediaan ukuran perusahaan variabilitas harga pokok penjualan intensitas persediaan variabilitas laba akuntansi 54 journal the winners, vol. 10 no. 1, maret 2009: 49-65 politik (political cost), juga memperoleh penghematan pajak (tax saving). sedangkan perusahaan kecil, untuk mendapatkan dana dari bank atau lembaga keuangan lainnya, membutuhkan laba yang tinggi agar dianggap mempunyai kinerja yang bagus. salah satu cara adalah dengan menaikkan laba dengan kecenderungan menggunakan metode persediaan fifo. oleh karena itu, ukuran perusahaan amat berpengaruh terhadap pemilihan metode persediaan. berdasarkan uraian yang dilakukan di atas, maka dapat dirumuskan hipotesis pertama yaitu: ha1 : ukuran perusahaan berpengaruh terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei tahun 2005-2009. intensitas persediaan atau rasio perputaran persediaan menyediakan informasi, apakah tingkat persediaan cocok dengan volume penjualan. suatu perusahaan mempunyai rasio perputaran persediaan yang lebih rendah dibanding rasio rata-rata industrinya. hal ini menunjukkan adanya persediaan yang sudah usang atau persediaan yang terlalu tinggi. sebaliknya, rasio perputaran persediaan yang lebih cepat dibanding rata-rata memberi indikasi tingkat persediaan tidak cukup. rasio ini dapat berbeda secara signifikan, tergantung apakah perusahaan menggunakan lifo, fifo atau rata-rata. perputaran persediaan dan hari perputaran persediaan dipengaruhi oleh metode penilaian persediaan. oleh karena metode rata-rata menghasilkan nilai persediaan akhir pada neraca lebih rendah dan harga pokok penjualan yang lebih tinggi, maka metode rata-rata mengindikasikan adanya inventory turn over yang tinggi. sedangkan metode fifo menghasilkan harga pokok penjualan yang rendah dan persediaan akhir yang tinggi sehingga menghasilkan inventory turn over yang rendah. perputaran persediaan yang tinggi mengindikasikan efisiensi manajemen persediaan sehingga perusahaan lebih menyukai metode rata-rata. jadi, dapat disimpulkan bahwa dalam memilih metode penilaian persediaan yang akan digunakan, perusahaan mempertimbangkan faktor ini. berdasarkan uraian yang dilakukan di atas, maka dapat dirumuskan hipotesis ketiga yaitu: ha2 : intensitas persediaan berpengaruh terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei tahun 2005-2009. laporan laba rugi, selain melaporkan laba, juga melaporkan harga pokok penjualan. harga pokok penjualan merupakan konsep yang telah digunakan secara luas dalam menentukan laba. kondisi inflasi, selain berpengaruh terhadap nilai persediaan akhir, juga berpengaruh terhadap harga pokok penjualan. metode fifo pada saat inflasi akan menghasilkan harga pokok penjualan yang lebih rendah dibandingkan dengan lifo. hal ini disebabkan penilaian harga pokok penjualan berupa harga awal untuk fifo dan harga akhir untuk lifo. semakin rendah harga yang dicatat, maka laba yang dihasilkan akan semakin tinggi. dengan laba yang tinggi, akan menarik para investor untuk berinvestasi. oleh karena itu, perusahaan akan memilih metode yang menghasilkan laba yang besar untuk dapat meyakinkan para investor. berdasarkan uraian yang dilakukan di atas, maka dapat dirumuskan hipotesis kedua yaitu: ha3 : variabilitas harga pokok penjualan berpengaruh terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei tahun 2005-2009. laporan laba rugi adalah salah satu bagian dari laporan keuangan. salah satu unsur yang dilaporkan dalam laporan ini adalah laba. laba adalah besarnya total keuntungan yang diperoleh perusahaan dan hal ini menunjukkan kemampuan serta kinerja perusahaan pada tahun tertentu. laba yang tinggi mengidentifikasikan harga saham perusahaan yang tinggi sehingga memotivasi investor menanamkan sahamnya di perusahaan sedangkan laba yang terendah menunjukkan harga saham yang rendah dan kurang mendorong investor menanamkan modalnya. laba yang dihasilkan juga dipengaruhi oleh perusahaan. jadi, perusahaan akan memilih metode persediaan yang akan menaikan laba agar laba yang terlampir di laporan keuangan cukup besar dan meyakinkan investor. pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 55 berdasarkan uraian yang dilakukan di atas, maka dapat dirumuskan hipotesis keempat yaitu: ha4 : variabilitas laba akuntansi berpengaruh terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei tahun 2005-2009. faktor-faktor seperti ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi secara bersama-sama memiliki hubungan yang kuat yang mendorong perusahaan dalam memilih metode akuntansinya. perusahaan besar memiliki intensitas persediaan yang tinggi, dan menghasilkan nilai harga pokok penjualan yang lebih tinggi sehingga laba yang dihasilkan perusahaan menjadi lebih rendah. besar kecilnya laba yang diperoleh tergantung dari metode penilaian persediaan yang akan digunakan oleh perusahaan. berdasarkan uraian yang dilakukan di atas, maka dapat dirumuskan hipotesis kelima, yaitu: ha5 : ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi berpengaruh terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bei tahun 2005-2009. pemilihan sampel sampel penelitian adalah perusahaan manufaktur yang terdaftar di bursa efek indonesia (bei) pada periode 2005-2009. pemilihan sampel ditentukan dengan cara pemilihan sampel tak acak purposive (judgemental), di mana pengambilan data disesuaikan dengan criteria-kriteria yang telah ditentukan sebelumnya (tujuannya). kriteria yang digunakan untuk memilih sampel dalam penelitian ini adalah sebagai berikut (1) perusahaan manufaktur yang terdaftar di bei dan telah mempublikasikan laporan keuangan dari tahun 2005-2009; (2) perusahaan hanya menerapkan salah satu dari metode penilaian persediaan, yaitu metode penilaian persediaan fifo atau rata-rata untuk seluruh persediaannya selama tahun 2005-2009; (3) perusahaan tidak melakukan perubahan metode penilaian persediaan selama tahun pengamatan, yaitu dari metode fifo menjadi metode rata-rata ataupun sebaliknya selama tahun 2005-2009; (4) perusahaan tidak mengalami delisting selama tahun pengamatan; dan (5) perusahaan tidak mengalami kerugian selama 3 tahun berturut-turut. teknik analisis data pengolahan data dalam penelitian ini menggunakan program spss for windows 17.0 untuk menguji serta mengetahui pengaruh variabel bebas terhadap variabel terikat. teknik analisis data yang digunakan dalam penelitian ini adalah dengan menggunakan analisis statistik deskriptif. analisis statistik deskriptif pada penelitian ini bertujuan untuk menghitung besarnya mean, minimum, maksimum, dan standar deviasi. mean adalah rata-rata hitung untuk mengetahui rata-rata tiap rasio keuangan yang diuji pada penelitian ini. minimum untuk mengetahui berapa nilai rasio keuangan yang paling kecil untuk tiap jenis rasio keuangan. maksimum untuk mengetahui berapa nilai rasio keuangan yang paling besar untuk tiap jenis rasio keuangan. standar deviasi untuk mengetahui berapa besar penyimpangan dari tiap variabel independen. tujuan menghitung mean, minimum, maksimum, dan standar deviasi dari masing-masing variabel ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi adalah untuk memberikan gambaran adanya perbedaan dari hasil yang didapatkan antara perusahaan yang menerapkan metode fifo dan average. pengujian hipotesis uji statistik dalam penelitian ini menggunakan regresi logistik (logistic regression). tujuan dari penggunaan regresi logistik ganda adalah untuk memprediksi besar variabel tergantung yang 56 journal the winners, vol. 10 no. 1, maret 2009: 49-65 berupa variabel binary dengan menggunakan data variabel bebasnya yang sudah diketahui besarnya. variabel binary (dummy) adalah data jenis nominal dengan 2 kriteria saja, yaitu seperti 1 = baik, 0 = buruk, dan lain-lain. dalam penelitian ini, variabel dummy dilambangkan 1 dan 0, yaitu 0 berarti perusahaan menggunakan metode fifo dan 1 melambangkan perusahaan menggunakan metode average. metode yang digunakan dalam regresi logistik dalam penelitian ini adalah metode enter dengan tingkat signifikansi sebesar 5%. berikut ini adalah formulanya: ln mpp = β+β1up+β2ip+β3vh+β4vl+e 1−mpp di mana: ln = log natural mpp = metode penilaian persediaan up = ukuran perusahaan ip = intensitas persediaan vh = variabilitas harga pokok penjualan vl = variabilitas laba akuntansi β,β1,β2,β3,β4 = nilai koefisien dari setiap variabel bebas e = error hasil dan pembahasan analisis hasil pengumpulan data data yang diperoleh dan dipergunakan dalam penelitian ini adalah data sekunder, yaitu data dalam bentuk yang sudah jadi, sudah diolah, dan dikumpulkan oleh pihak lain. data sekunder dalam penelitian ini berupa laporan keuangan tahunan perusahaan manufaktur yang listing di bursa efek indonesia (bei) pada periode 2005-2009. populasi yang menjadi objek penelitian ini adalah perusahaan manufaktur yang terdaftar di bei, dengan mengacu pada perusahaan-perusahaan manufaktur yang termuat dalam indonesian capital market directory tahun 2004. sampel sebanyak 39 perusahaan yang memenuhi seluruh kriteria yang telah ditentukan, di mana 6 perusahaan yang menggunakan metode fifo dan 33 perusahaan yang menggunakan metode rata-rata. pengujian data sebelum pengujian regresi logistik, terlebih dahulu data yang diperoleh akan diuji dengan menggunakan uji analisis statistik deskriptif. uji analisis statistik deskriptif dilakukan untuk mengetahui nilai maksimum, minimum, rata-rata (mean), dan standar deviasi dari variabel-variabel yang digunakan dalam penelitian ini, disajikan pada tabel 1 dan 2. pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 57 tabel 1 statistik deskriptif metode fifo n minimum maximum mean std. deviation uk (uk_persh) 6 25.68 28.01 26.8027 .84690 ip (intens_persd) 6 1.99 79.52 16.1420 31.07728 vh (hpp) 6 .09 .47 .2835 .13499 vl (laba_akunt) 6 .21 1.23 .7181 .37330 valid n (listwise) 6 sumber: output spss statistik deskriptif rata-rata (mean) yang diperoleh berdasarkan tabel 1 untuk ukuran perusahaan adalah sebesar 26.802731, sedangkan standar deviasi diperoleh dengan hasil sebesar 0.84690236. mengacu pada mean dan standar deviasi, maka diperoleh nilai koefisien variasi dari ukuran perusahaan sebesar 0.026643. hasil ini dihitung dengan menggunakan rumus membagi standar deviasi ukuran perusahaan dengan rata-rata ukuran perusahaan. hal ini mengindikasikan bahwa semakin besar koefisien varians, maka semakin besar pula perubahan variasi untuk variabel ukuran perusahaan. tabel 2 statistik deskriptif metode rata-rata (average) n minimum maximum mean std. deviation uk (uk_persh) 33 24.63 31.84 28.0929 1.66672 ip (intens_persd) 33 1.69 18.09 6.1083 4.01693 vh (hpp) 33 .06 .74 .2628 .12798 vl (laba_akunt) 33 .11 3.40 .7957 .68214 valid n (listwise) 33 sumber: output spss statistik deskriptif hasil perhitungan dari variabel ukuran perusahaan ditransformasikan menggunakan ln. hal ini dilakukan karena nilai dari variabel ukuran perusahaan terlalu besar jika dibandingkan dengan variabel lainnya seperti intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi sehingga data perhitungan untuk ukuran perusahaan harus diseragamkan dengan variabel lainnya. perusahaan yang menerapkan metode rata-rata (average) mempunyai nilai maksimal yang paling besar untuk ketiga variabel (ukuran perusahaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi) dibandingkan perusahaan yang menggunakan metode fifo. namun, berbeda halnya pada variabel intensitas persediaan yang memiliki nilai maksimum yang lebih besar pada perusahaan yang menggunakan metode fifo dibandingkan dengan perusahaan yang menerapkan metode rata-rata (average). nilai minimum pada variabel ukuran perusahaan dan variabilitas laba akuntansi yang terendah terdapat pada perusahaan yang menggunakan metode rata-rata (average), sedangkan variabel variabilitas harga pokok penjualan dan intensitas persediaan yang terendah terdapat pada perusahaan yang menggunakan metode fifo. 58 journal the winners, vol. 10 no. 1, maret 2009: 49-65 berdasarkan tabel 1 dan 2, dapat diketahui bahwa standar deviasi terendah untuk kedua variabel, yaitu variabel ukuran perusahaan dan variabilitas laba akuntansi terdapat pada perusahaan yang menggunakan metode fifo, sedangkan standar deviasi terendah untuk kedua variabel yang lainnya, yaitu variabel intensitas persediaan dan variabilitas harga pokok penjualan terdapat pada perusahaan yang menggunakan metode rata-rata (average). hasil perhitungan pada tabel di atas juga menghitung nilai mean (rata-rata) sehingga diketahui bahwa mean dari ukuran perusahaan dan variabilitas laba akuntansi yang menetapkan metode rata-rata (average) lebih besar pada perusahaan yang menerapkan metode fifo daripada perusahaan yang menerapkan metode rata-rata (average), sedangkan untuk nilai mean (rata-rata) untuk intensitas persediaan atau rasio perputaran persediaan dan variabilitas harga pokok penjualan yang menetapkan metode fifo lebih besar pada perusahaan yang menerapkan metode rata-rata (average). mean dari variabilitas laba akuntansi pada metode rata-rata (average) lebih besar daripada mean dari variabilitas laba akuntansi pada metode fifo. namun, jika terjadi adanya kenaikan inflasi dari tahun 2005-2009, maka akan menyebabkan nilai mean yang diperoleh dari variabilitas laba akuntansi pada metode fifo akan menjadi lebih besar daripada mean yang diperoleh dari variabilitas laba akuntansi pada metode rata-rata (average). hal ini mengindikasikan bahwa perusahaan yang menerapkan metode fifo pada saat terjadinya inflasi akan menghasilkan laba atau income yang lebih besar dibandingkan dengan perusahaan yang menerapkan metode rata-rata (average). kekurangan penggunakan metode fifo saat inflasi, yaitu terlampirnya laba akuntansi yang besar sehingga menyebabkan pajak yang dibayarkan oleh perusahaan menjadi lebih besar. alasan inilah yang menyebabkan banyak perusahaan lebih memilih untuk menerapkan metode rata-rata (average) pada saat terjadinya inflasi. setelah analisis statistik deskriptif, selanjutnya akan dilakukan pengujian secara statistik, yaitu menggunakan uji regresi logistik (logistic regression) untuk mengetahui apakah terdapat pengaruh dari ukuran perusahaan, intensitas persediaan atau rasio perputaran persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi terhadap pemilihan metode penilaian persediaan, dan membentuk model logistic regression. pengujian hipotesis dilakukan dengan menggunakan regresi logistik yang dilakukan secara bersama-sama bagi keempat variabel, yaitu ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi dengan tingkat signifikansi 5%. persamaan logistic regression diformulasikan untuk melakukan uji logistic regression hosmer and lemeshow goodness of fit test. berikut ini hasil pengujiannya: tabel 3 pengujian hosmer and lemeshow step chi-square df sig. 1 10.096 8 .258 sumber: pengolahan data spss berdasarkan hasil pengolahan data di atas, maka telah diperoleh nilai signifikansi statistics hosmer and lemeshow’s goodness of fit test sebesar 0.258, yang nilainya di atas 0,05. hal ini mengindikasikan bahwa tidak terdapat perbedaan yang nyata antara model dengan data. hal ini juga diartikan bahwa model mampu memprediksi nilai observasinya atau model dapat diterima karena cocok dengan data observasinya. hal ini berarti model regresi logistik dapat dan layak digunakan untuk analisis selanjutnya. pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 59 uji regresi logistik yang kedua menggunakan uji -2 log likehood. uji ini digunakan untuk menilai model regresi logistik layak dipakai atau tidak. tampilan output spss memberikan dua nilai 2 log likehood yaitu untuk model yang yang hanya memasukkan konstanta dan untuk model dengan konstanta dan variabel bebas (independent variable) ke dalam model regresi logistik. hasil pengolahan data spss uji -2 log likehood dapat dilihat pada tabel 4 dan 5. tabel 4 pengujian -2 log likehood block 0: beginning block sumber: hasil output spss tabel 5 pengujian -2 log likehood block 1: method = enter sumber: hasil output spss hasil pengujian -2 log likehood terdiri dari 2 tahap, yaitu tahap 0 dan variabel independen tidak dimasukan ke dalam model regresi dan tahap 1 variabel independen dimasukkan ke dalam model regresi. hasil yang baik apabila terdapat penurunan pada nilai -2 log likehood dari tahap 0 ke tahap 1. hasil -2 log likehood untuk tabel 4 sebesar 33.487 dan pada tabel 5 sebesar 26.433. hal ini berarti terjadi penurunan nilai pada -2 log likehood. hal ini mengindikasikan bahwa model fit dengan data. jadi, dapat ditarik kesimpulan bahwa model tersebut merupakan model regresi yang baik dan penambahan variabel bebas (independen) ke dalam model memperbaiki model fit. setelah pengujian -2 log likehood selesai, selanjutnya akan diuji dengan uji nagelkerke’s r square. uji ini dilakukan untuk menilai seberapa besar variasi dari variabel terikat (metode penilaian persediaan) dapat dijelaskan oleh variabel bebas (ukuran perusahaan, intensitas persediaan, variabilitas iteration historya,b,c iteration -2 log likelihood coefficients constant step 0 1 34.047 1.385 2 33.492 1.674 3 33.487 1.704 4 33.487 1.705 a. constant is included in the model. b. initial -2 log likelihood: 33,487 c. estimation terminated at iteration number 4 because parameter estimates changed by less than ,001. model summary step -2 log likelihood cox & snell r square nagelkerke r square 1 26.433a .165 .287 a. estimation terminated at iteration number 6 because parameter estimates changed by less than ,001. 60 journal the winners, vol. 10 no. 1, maret 2009: 49-65 harga pokok penjualan dan variabilitas laba akuntansi). dasar pengambilan hasil dalam uji nagelkerke’s r square dapat dilihat pada nilai nagelkerke’s r square. hasil pengujian nagelkerke’s r square dapat dilihat pada tabel 6. tabel 6 pengujian nagelkerke’s r square sumber: hasil output spss tabel 6 menunjukkan nilai nagelkerke’s r square adalah sebesar 0.287. hal ini mengindikasikan bahwa sebesar 28.7% variasi variabel terikat (metode penilaian persediaan) dapat dijelaskan oleh variabel bebas (ukuran perusahaan, intensitas persediaan atau rasio perputaran persediaan, variabilitas harga pokok penjualan dan variabilitas laba akuntansi), sedangkan sisanya sebesar 71.3% dijelaskan oleh variabel lain di luar model. hal ini berarti variabel independen tidak cukup kuat untuk menjelaskan hubungannya dengan variabel dependen. pengujian yang dilakukan selanjutnya setelah pengujian nagelkerke’s r square adalah menggunakan regresi logistik secara parsial dengan melihat tabel variable in the equation. pengujian hipotesis dengan menggunakan regresi logistik dilakukan dengan memasukkan seluruh variabel ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi pada pemilihan metode penilaian persediaan. pengujian ini bertujuan untuk melihat pengaruh ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan dan variabilitas laba akuntansi terhadap pemilihan metode penilaian persediaan. pengujian ini dilakukan dengan menggunakan metode enter dengan tingkat signifikansi sebesar 5%. dasar pengambilan keputusannya adalah apabila nilai signifikansi > 0.05, maka ha ditolak sedangkan nilai signifikansi < 0.05, maka ha diterima. hasil pengujian adalah sebagai berikut (tabel 7). tabel 7 pengujian regresi logistik (secara parsial) variables in the equation b s.e. wald df sig. exp(b) step 1a up .877 .501 3.066 1 .080 2.403 ip -.053 .038 1.934 1 .164 .949 vh 2.114 4.159 .258 1 .611 8.281 vl -.530 1.041 .259 1 .611 .589 constant -21.934 13.661 2.578 1 .108 .000 a. variable(s) entered on step 1: up, ip, vh, vl sumber: hasil output spss binary logistic model summary step -2 log likelihood cox & snell r square nagelkerke r square 1 26.433a .165 .287 a. estimation terminated at iteration number 6 because parameter estimates changed by less than ,001 pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 61 berdasarkan hasil pengolahan data maka persamaan model logistic regression adalah sebagai berikut: ln mpp = -21.934 + 0.877 uk – 0.053 ip + 2.144 vh – 0.530 vl + e 1−mpp hasil pengujian regresi logistik secara parsial dengan menggunakan metode enter yang dapat dilihat pada tabel 9 dan dengan melihat nilai signifikansi masing-masing variabel independen. untuk ukuran perusahaan, nilai signifikansinya sebesar 0.080 dan nilai 0.080 > 0.05 berarti ha ditolak. ha ditolak mengindikasikan bahwa ukuran perusahaan tidak memiliki pengaruh yang signifikan dalam pemilihan metode penilaian persediaan. setelah itu dapat dilihat bahwa intensitas persediaan atau rasio perputaran persediaan nilai signifikansinya adalah sebesar 0.164. hasil tersebut > 0.05, maka diartikan bahwa ha ditolak sehingga dapat disimpulkan bahwa intensitas persediaan tidak memiliki pengaruh yang signifikan dalam pemilihan metode penilaian persediaan. variabel independen berikutnya adalah variabilitas harga pokok penjualan. berdasarkan tabel 4.9 bahwa terlihat nilai signifikansinya sebesar 0.611 dan nilai 0.611 > 0.05 dan berarti ha ditolak. ha ditolak mengindikasikan bahwa variabilitas harga pokok tidak memiliki pengaruh yang signifikan dalam pemilihan metode penilaian persediaan. variabel independen yang keempat adalah variabilitas laba akuntansi. berdasarkan tabel di atas, bahwa terlihat nilai signifikansinya sebesar 0.611 dan nilai 0.611 > 0.05 sehingga dapat diambil kesimpulan bahwa ha ditolak. hal ini mengindikasikan bahwa variabilitas laba akuntansi tidak memiliki pengaruh yang signifikan terhadap pemilihan metode penilaian persediaan. setelah pengujian regresi logistik secara parsial telah dilakukan maka selanjutnya akan dilakukan pengujian regresi logistik secara simultan (bersama-sama). pengujian dalam regresi logistik ini disebut omnibus tests of model coefficient. dalam pengujian ini, semua variabel independen yaitu ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi diuji secara bersama-sama. omnibus tests of model coefficient bertujuan untuk melihat apakah keempat variabel independen tersebut (ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi) secara bersama-sama berpengaruh dalam pemilihan metode penilaian persediaan. hasil pengujian omnibus tests of model coefficient dapat dilihat pada tabel hasil pengolah spss (tabel 8). tabel 8 pengujian regresi logistik (secara simultan atau serentak) sumber: hasil output spss binary logistic (omnibus tests of model coefficient) tabel 8 merupakan hasil pengujian regresi logistik yang dilakukan secara serentak. dasar pengambilan keputusan pada pengujian ini adalah dengan melihat nilai signifikansi, di mana tingkat signifikansi (alpha) pada penelitian ini adalah 5%. tabel 10 menunjukkan bahwa nilai signifikansi sebesar 0.133. nilai signifikansi sebesar 0.133 > 0.05, maka dapat disimpulkan bahwa ha ditolak. hal ini mengindikasikan bahwa keempat variabel (ukuran perusahaan, intensitas persediaan, variabilitas omnibus tests of model coefficients chi-square df sig. step 1 step 7.054 4 .133 block 7.054 4 .133 model 7.054 4 .133 62 journal the winners, vol. 10 no. 1, maret 2009: 49-65 harga pokok penjualan, dan variabilitas laba akuntansi) secara simultan atau bersama-sama tidak berpengaruh secara signifikan terhadap pemilihan metode penilaian persediaan. hasil pengujian regresi logistik, baik parsial maupun simultan menyatakan bahwa hasil pengujian nilai signifikansinya berada di atas 0.05. hal ini menunjukkan bahwa hasil pengujian regresi logistik, baik secara parsial maupun secara simultan hasilnya konsisten dan sama, yaitu ukuran perusahaan, intensitas persediaan atau rasio perputaran persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi tidak berpengaruh secara signifikan terhadap pemilihan metode penilaian persediaan. hasil penelitian dan perbandingan dengan penelitian terdahulu berdasarkan pengujian yang telah dilakukan, berikut ini adalah ringkasan hasil pengujian (tabel 9). tabel 9 ringkasan hasil pengujian variabel hasil pengujian ukuran perusahaan tidak signifikan intensitas persediaan tidak signifikan variabilitas hpp tidak signifikan variabilitas laba akuntansi tidak signifikan ukuran perusahaan, intensitas persediaan, variabilitas hpp, dan variabilitas laba akuntansi tidak signifikan berdasarkan tabel di atas, dapat dilihat bahwa baik secara parsial maupun simultan, keempat variabel yaitu ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi tidak berpengaruh secara signifikan terhadap pemilihan metode penilaian persediaan. perbandingan hasil penelitian ini dengan beberapa penelitian terdahulu dapat dijelaskan sebagai berikut. pada hasil pengujian, untuk ukuran perusahaan menyatakan bahwa ukuran perusahaan tidak berpengaruh secara signifikan terhadap pemilihan metode penilaian persediaan. hasil penelitian ini konsisten dengan penelitian yang dilakukan oleh nasser dan rasita (2005) dan penelitian anton (2010) yang membuktikan bahwa ukuran perusahaan tidak berpengaruh terhadap pemilihan metode penilaian persediaan. akan tetapi, penelitian ini tidak konsisten dengan penelitian yang dilakukan oleh taqwa, sugiyanto, dan daljono (2003), mukhlasin (2002), dan (logianto dan murtanto) (2004), yang membuktikan bahwa ukuran perusahaan berpengaruh terhadap pemilihan metode penilaian persediaan. hal ini bisa terjadi karena perbedaan waktu yang dilakukan dalam penelitian ini dan terjadinya krisis global amerika serikat. penelitian ini menggunakan periode 2005-2009, di mana juga terjadi kenaikan inflasi dari tahun 2007-2008, yaitu dari 6,6% menjadi 12.14%. kenaikan inflasi menyebabkan banyak perusahaan yang pailit dikarenakan terjadinya krisis ini, termasuk perusahaan manufaktur. secara tidak langsung, dampak krisis amerika serikat ini juga berpengaruh terhadap inflasi yang naik di indonesia. bagi perusahaan manufaktur, kenaikan inflasi sangat berpengaruh terhadap nilai persediaan, di mana nilai dari persediaan pada saat inflasi mengalami kenaikan. semestinya kondisi ini memotivasi perusahaan untuk mengambil kebijakan mengganti metode penilaian persediaan agar memperoleh laba yang sesuai dengan kebutuhan perusahaan. dalam penelitian ini, 33 perusahaan menggunakan metode rata-rata dan 6 perusahaan menggunakan metode fifo. dalam kondisi inflasi, metode fifo akan menyajikan laba yang lebih tinggi. pada tahun 2008, pasar saham dunia terpuruk. perubahan metode penilaian persediaan dari metode rata-rata ke fifo akan menyebabkan laba perusahaan menjadi lebih tinggi dan diharapkan saham perusahaan dapat terjual dengan harga yang menguntungkan perusahaan. namun, penelitian ini menunjukkan bahwa ukuran perusahaan tidak berpengaruh terhadap pemilihan metode penilaian persediaan karena pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 63 perusahaan yang digunakan dalam penelitian ini adalah perusahaan yang terdaftar di bei; dengan kata lain, perusahaan yang digunakan dalam penelitian ini adalah tergolong perusahaan besar. perusahaan besar memiliki kecenderungan untuk menggunakan metode rata-rata agar laba perusahaan terlihat tidak setinggi jika menggunakan metode fifo sehingga pajak yang dibayarkan juga rendah. hal inilah yang menguatkan bahwa metode average banyak digunakan oleh perusahaan manufaktur yang ada di indonesia. di samping itu, total aset tidak hanya dipengaruhi oleh saldo persediaan saja yang tergantung pada metode penilaian persediaan yang digunakan, tetapi juga dipengaruhi oleh saldo lain seperti kas, piutang dagang, peralatan, dan akun-akun lain yang masuk dalam total aset sehingga ukuran perusahaan yang diukur dengan total aset tidak berpengaruh terhadap pemilihan metode penilaian persediaan. hasil pengujian untuk intensitas persediaan menyatakan bahwa intensitas persediaan atau rasio perputaran persediaan tidak berpengaruh secara signifikan terhadap pemilihan metode penilaian persediaan. perusahaan yang menggunakan metode rata-rata memiliki indikasi inventory turnover yang tinggi, sebaliknya perusahaan yang menggunakan metode fifo mempunyai indikasi inventory turnover yang rendah. berdasarkan hasil tersebut, dapat diketahui hasil penelitian ini konsisten dengan penelitian yang dilakukan oleh logianto dan murtanto (2004) dan nasser dan rasita (2005), yang membuktikan bahwa intensitas persediaan tidak berpengaruh terhadap pemilihan metode penilaian persediaan. akan tetapi, penelitian ini tidak konsisten dengan penelitian yang dilakukan oleh mukhlasin (2002), yang membuktikan bahwa intensitas persediaan atau rasio perputaran persediaan berpengaruh terhadap pemilihan metode penilaian persediaan. hal ini dikarenakan pada penelitian ini perusahaan yang menggunakan metode rata-rata ada yang memiliki persediaan akhir yang tinggi sehingga memiliki inventory turnover yang rendah. hal ini yang menyebabkan perusahaan yang menggunakan metode rata-rata (average) sebagian memiliki indikasi inventory turnover yang tinggi dan sebagian lagi memiliki inventory turnover yang rendah, sebagaimana jika perusahaan yang menggunakan metode fifo. hasil pengujian untuk variabilitas harga pokok penjualan menyatakan bahwa variabilitas harga pokok penjualan tidak berpengaruh secara signifikan terhadap pemilihan metode penilaian persediaan. berdasarkan hasil tersebut, dapat diketahui bahwa hasil penelitian ini konsisten dengan penelitian yang dilakukan oleh logianto dan murtanto (2004) dan nasser dan rasita (2005), yang membuktikan bahwa variabilitas harga pokok penjualan tidak berpengaruh terhadap pemilihan metode penilaian persediaan. akan tetapi, penelitian ini tidak konsisten dengan penelitian yang dilakukan oleh mukhlasin (2002), yang membuktikan bahwa variabilitas harga pokok penjualan berpengaruh terhadap pemilihan metode penilaian persediaan. hal ini mungkin dikarenakan terjadinya inflasi pada penelitian ini, yaitu di tahun 2007-2008. kondisi inflasi (perubahan harga), selain berpengaruh terhadap persediaan akhir, juga dapat berpengaruh terhadap harga pokok penjualan, di mana dengan adanya kenaikan tingkat inflasi, harga pokok penjualan akan mengalami kenaikan sehingga dapat mempengaruhi nilai pada harga pokok penjualan di laporan keuangan, yang juga akan mempengaruhi laba yang akan diperoleh oleh perusahaan. secara umum, perusahaan ternyata mengharapkan laba yang rendah karena pajaknya juga rendah sehingga ketika inflasi perusahaan akan tetap menggunakan metode rata-rata yang menunjukkan harga pokok penjualan yang tinggi dengan laba yang rendah, dibandingkan jika menggunakan metode fifo. hasil pengujian terakhir yaitu pengujian pada variabilitas laba akuntansi menyatakan bahwa variabilitas laba akuntansi tidak berpengaruh secara signifikan terhadap pemilihan metode penilaian persediaan. berdasarkan hasil tersebut, dapat diketahui bahwa hasil penelitian ini konsisten dengan penelitian yang dilakukan oleh nasser dan rasita (2005) dan anton (2010), yang membuktikan bahwa variabilitas laba akuntansi tidak berpengaruh terhadap pemilihan metode penilaian persediaan. akan tetapi, penelitian ini tidak konsisten dengan penelitian yang dilakukan oleh mukhlasin (2002) dan logianto dan murtanto (2004), yang membuktikan bahwa variabilitas laba akuntansi berpengaruh terhadap pemilihan metode penilaian persediaan. 64 journal the winners, vol. 10 no. 1, maret 2009: 49-65 simpulan tujuan penelitian ini adalah untuk melihat apakah terdapat pengaruh yang signifikan antara ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi terhadap pemilihan metode penilaian persediaan pada perusahaan manufaktur yang terdaftar di bursa efek indonesia pada tahun 2005-2009. jumlah sampel yang diambil dalam penelitian ini adalah sebanyak 39 perusahaan, di mana selama periode penelitian 6 perusahaan menggunakan metode fifo, sedangkan 33 perusahaan menggunakan metode rata-rata. pengambilan sampel menggunakan purposive sampling dengan kriteria yang telah ditetapkan sebelumnya. berdasarkan hasil pengujian, kesimpulan yang dapat diambil adalah baik secara parsial maupun simultan variabel ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi perusahaan tidak berpengaruh signifikan terhadap pemilihan metode penilaian persediaan. hasil penelitian ini ada yang konsisten dan juga ada yang tidak konsisten dengan peneliti terdahulu. hasil penelitian yang berbeda mungkin disebabkan karena adanya perbedaan waktu periode penelitian dan terjadinya inflasi, yang banyak mengakibatkan perusahaan menjadi pailit. penelitian ini memiliki keterbatasan sebagai berikut (1) perusahaan manufaktur yang digunakan sebagai sampel pada penelitian ini bukan pada industri yang sejenis (contoh: hanya industri makanan saja), di mana setiap jenis industri atau perusahaan manufaktur memiliki penilaian yang berbeda terhadap persediaannya sehingga akan menunjukkan hasil yang berbeda; (2) variabel penelitian yang digunakan hanya 4 variabel, yaitu ukuran perusahaan, intensitas persediaan, variabilitas harga pokok penjualan, dan variabilitas laba akuntansi. seperti telah diuraikan sebelumnya, penelitian ini mengandung keterbatasan-keterbatasan. namun, hasil penelitian setidaknya dapat memotivasi dilakukannya penelitian berikutnya. dengan mempertimbangkan keterbatasan-keterbatasan yang ada, diharapkan penelitian-penelitian yang akan datang memperbaiki faktor-faktor (1) sampel penelitian sebaiknya menggunakan jenis industri yang sejenis, agar lebih dapat menunjukkan pengaruh yang sesungguhnya terhadap metode penilaian persediaan pada setiap jenis industri; (2) menggunakan respoden selain perusahaan manufaktur seperti perusahaan perdagangan; (3) sebaiknya memperpanjang periode penelitian agar lebih dapat menjelaskan variabilitas data yang sesungguhnya; (4) memperbanyak variabel penelitian seperti variabilitas persediaan, financial leverage, intensitas modal, dan rasio lancar. daftar pustaka abdullah, s., dan muslim a.d. (agustus, 2004). apakah metode fifo dan rata-rata memang berbeda: bukti empiris dari bursa efek jakarta. metode riset akuntansi, auditing dan informasi, 4(2), 151172. anton. (2010). evaluasi pengaruh variabilitas persediaan, variabilitas laba akuntansi, dan ukuran perusahaan terhadap pemilihan metode akuntansi persediaan pada perusahaan manufaktur yang terdaftar di bei pada periode 2005-2008. tesis s1 tidak dipublikasikan, jakarta: universitas tarumanagara. baridwan, z. (2000). intermediate accounting, jakarta: erlangga. ikatan akuntan indonesia. (2009). standar akuntansi keuangan, jakarta: salemba empat. pengaruh bebapa variabel .....(herlin tundjung setijaningsih; cecilia dewi pratiwi) 65 kieso, d.e., weygant, j.j., dan terry, d.w. (2007). intermediate accounting, 12th ed., danvers: wiley. lee, c.j., and hsieh, d.a. (1985). choice of inventory accounting methods: comparative analysis of alternative hypothesis, journal of accounting research, autumn, pp: 468-485. logianto, s., dan murtanto. (2004). analisis metode akuntansi persediaan terhadap price earning ratio. jurnal bisnis dan akuntansi, 6(2), 189-207. mukhlasin. (2002). analisis pemilihan metode akuntansi persediaan berdasarkan richardian hipotesis. jurnal ekonomi dan bisnis fakultas universitas katolik indonesia atmajaya, februari, 21-39. nasser, e.m, dan rasita, e. (2005). pemilihan metode akuntansi persediaan berdasarkan richardian hipotesis, teory agency, dan politicial cost serta pengaruhnya terhadap per. jurnal ekonomi stei, 4(31), 19-41. niehaus, g.t. (1989). ownership structure and inventory method choice, accounting review, 64 (april), 269-284. taqwa, s., sugiyanto, f.x., dan daljono. (2003). faktor-faktor yang mempengaruhi pemilihan metode akuntansi persediaan pada perusahaan manufaktur di bej. jurnal riset akuntansi indonesia, 2, 100118. tuanakotta, t.m. (2000). teori akuntansi, buku kedua, jakarta: lembaga penerbit fakultas ekonomi indonesia. watts, r.l., dan zimmerman, j.l. (1986). positive accounting theory, prentice-hall international edition. wolk, h.i., dan tearney, m.g. (1977). accounting theory, 4th ed., southwestern college publishing. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 15 the winners, 22(1), march 2021, 15-23 doi: 10.21512/tw.v22i1.6970 customer engagement in higher education: how important role of social media marketing, e-service quality, and e-satisfaction for generation z students? freddy pandapotan simbolon1*; lena yanti2 1,2management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1freddysimbolon@hotmail.com; 2ly_yun@yahoo.co.id received: 18th january 2021/ revised: 17th february 2021/ accepted: 17th february 2021 how to cite: simbolon, f. p. & yanti, l. (2021). customer engagement in higher education: how important role of social media marketing, e-service quality, and e-satisfaction for generation z students?. the winners, 22(1), 15-23. https://doi.org/10.21512/tw.v22i1.6970 abstract the goal of the research was to examine the effect of social media marketing, e-service quality, and e-satisfaction on customer engagement. the research was conducted at bina nusantara university (binus) with a sample of 100 students from generation z using quantitative approach with data collection by distributing questionnaires to be analyzed using path analysis. the findings show that social media marketing and e-service quality significantly have impacts on e-satisfaction and customer engagement, while the e-satisfaction does not significantly impact customer engagement. therefore, the development of digital technology in higher education becomes the main focus for supporting services and activities. keywords: customer engagement, social media marketing, e-service quality, e-satisfaction i. introduction industrial era has changed from industry 3.0, which is indicated by the rapid development of computers, to industry 4.0 characterized by the massive use of digital technology. industry 4.0 is known as a technological transformation towards a physical-digital system in manufacturing which has a disruptive impact on the industry (yu & schweisfurth, 2020). the widespread use of social media such as instagram, youtube, twitter, wechat, facebook, and whatsapp in various fields of life is concrete evidence of the existence of digital industry era. currently, social media has not only been consumed by urban communities but has penetrated to remote villages. social media is an online social networking platform as a means of communication and connection between individuals which has attracted billions of users (wang, liang, mahto, deng, & zhang, 2020). social media has been used extensively in supporting corporate business interests (cheng & shiu, 2019; de zubielqui & jones, 2020) since it is considered to have an important contribution in improving the efficiency of customer relationship management (thomas, orme, & kerrigan, 2020; g. wang, zhang, & zeng, 2019). social media acts as a marketing tool to foster social interaction (yang & che, 2020) and brings many benefits, such as the ability to reach a wide audience, to drive sales through social commerce, and to build trust and reputation (sharma & bharathi, 2013). in the era of digital industry, customer engagement has a strategic role in achieving business success as an important transcendent relational idea. besides, it is shown as a tool to develop and improve relationships with customers (ting, abbasi, & ahmed, 2020). customer engagement has a significant place and plays an important role in understanding the consequences associated with customers, such as consequences related to loyalty (graffigna & gambetti, 2015). therefore, the company must keep striving for customer engagement as it creates a good relationship between the company and customers which leads to loyalty. it considered profitable for the company as it maintains the company's survival in the long run. customer engagement is a manifestation of customer behavior towards a particular company, brand or product that involves the company's efforts to empower and motivate customer contributions (ting et al., 2020). marketing science institute (2015) describes customer engagement as a manifestation 16 the winners, vol. 22 no. 1 march 2021, 15-23 of customer behavior towards brands outside of purchasing activities resulting from individual’s motivation such as word of mouth, recommendations, interaction between customers, blogging, writing reviews and other similar activities. meanwhile, according to so, king, and sparks (2014), customer engagement is a marketing activity with orientation towards customer behavior and psychology. bowden (2009) explains the concept of customer engagement as a process functions, which is connected to the role of trust, commitment and involvement in creating loyal and engaged customers. armstrong dan kotler (2015) state that customer engagement makes brands a meaningful part of conversations and consumers' lives by encouraging direct and sustainable customer engagement in shaping conversations, experiences, and brand communities. therefore, according to solomon et al. (2012), customer engagement is important to find ways to keep customers involved in the business after sales are made through customer referral programs or other means. most of recent business field uses social media as a marketing activity, including higher education. higher education has an important role in creating transformation to the digital industry, because of its position as an advanced research institution that plays an important role in building research and academic capacity that drives the national innovation system (jung, 2020). higher education can also play an important role in changing the landscape of digital transformation gradually and rapidly (jackson, 2019), influencing the human capital development pathway (pucciarelli & kaplan, 2016), providing important assurance of the quality of human resources through the creation and application of knowledge, as well as pillars important technological innovation and industrial transformation (wu & liu, 2021). one of the higher educations that have been actively utilizing social media is bina nusantara university (binus). instagram has been chosen to help develop communication and marketing under the account name of gabung_binus. instagram is an application for sharing photos and videos which, in indonesia, has as many as 63 million users (kemp, 2020). social media marketing is an integrated element of 21st century business that is useful for reaching new audiences and strengthening bonds with customers (felix, rauschnabel, & hinsch, 2017). the use of social media at binus is an effort to strengthen customer engagement. however, based on the observations made on 144 gabung_binus contents, it is known that student involvement remains low and less active due to a decrease by 37,4%. it indicates that gabung_binus instagram has not optimally been managed to maintain and improve relationships with students as customers, so it has not been effective in strengthening student engagement. oecd (2000) shows that student engagement is essential in influencing academic and career achievement. however, student engagement in various countries tends to be lacking. students who are more involved on campus will have a better level of understanding the concept, and are considered the key to overcoming low achievement, student boredom and alienation, and dropout rates (ahlfeldt, mehta, & sellnow, 2005; fredricks, blumenfeld, & paris, 2004; fredricks & mccolskey, 2012). it must be realized that currently students are dominated by generation z born during the development of the digital era, which is characterized as digital native being technologically savvy (bernstein, 2015; priporas, stylos, & fotiadis, 2017). social media becomes part of their daily life (ruangkanjanases & wongprasopchai, 2017). therefore, the proper use of social media for both marketing and service activities plays an important role in strengthening student engagement from generation z. this requires the campus to have adequate information technology support and competent staff to access and operate social media. in the digital industry era, social media marketing has an important role in building customer engagement. social media is an online service that supports social interaction between users through web or mobile-based publishing techniques which are accessible and extensible (cheng & shiu, 2019). social media uses advanced information and communication technology that offers users the ability to connect, communicate, and engage with other people (bullini orlandi, zardini, & rossignoli, 2020; kavota, kamdjoug, & wamba, 2020). social media is considered an effective channel to reach consumers at lower costs than conventional media such as print media, television, and radio (iankova, davies, archerbrown, marder, & yau, 2019). by using social media, marketers have the flexibility to choose how to carry out marketing strategies, including consideration of messages and activities to be carried out (ngai, moon, lam, chin, & tao, 2013; pham & gammoh, 2015). social media also provides a wider choice of companies to make customers more aware, motivated to buy, and to build sustainable relationships with brands, so social media can be used as a tool to increase consumer engagement (dissanayake, siriwardana, & ismail, 2019). social media has characteristics such as enabling bilateral communication and interaction as well as content creation that makes it different from traditional media (shawky, kubacki, dietrich, & weaven, 2019), which is useful for social marketers to build lasting relationships with customers, and is effective in driving change of long-term behavior (bannor, asare, & bawole, 2017; chen & shi, 2015). ashley & tuten (2015) and sashi (2012) have shown that the use of social media can encourage customer engagement. apart from having an effect on customer engagement, social media marketing has also been identified as having an effect on satisfaction (hanaysha, 2017; zoubi & al-harazneh, 2019). this leads to the first (h1) and second (h2) hypothesis. h1: social media marketing significantly impact 17customer engagement in..... (freddy pandapotan simbolon; lena yanti) customer engagement h2: social media marketing significantly impact e-satisfaction the development of digital technology has an impact on how services to customers are also mostly done electronically (e-service). according to elsharnouby and mahrous (2015), to create an e-service quality concept, information technology is needed including the web, information kiosks and mobile devices. quality service is also an important factor in encouraging customer engagement. service quality is an advantage offered to customers to satisfy their needs (keillor, wilkinson, & thomas, 2007). service quality is also related to the ability of a company or organization as a service provider to always improve the services to customers (perry & thomson, 2004), and the ability to understand customer needs and to exceed their expectations (hollins & shinkins, 2006) by showing totality, accuracy, and fulfilling what has been promised (andrews, boyne, law, & walker, 2012). there are five common dimensions used to measure service quality in various industrial sectors including in higher education institutions, namely tangibles, reliability, responsiveness, assurance, and empathy (zeithaml, parasuraman, & berry, 1990; chui, ahmad, bassim, & zaimi, 2016; đonlagić & fazlić, 2015). in higher education institutions, service quality shows the extent to which the service meet students’ expectation (sultan & wong, 2013). in general, students make assessment based on the perceived experience compared to their expectation (el alfy & abukari, 2019). in other words, service quality indicates the difference between students expectations and the service perceived (o’neill & palmer, 2004). today's universities have also developed electronicbased services. the quality of electronic services shows the extent to which customer expectations are fulfilled by online service providers (santos, 2003). electronic service quality includes all services along with information, agreements, fulfillment, and postsales services (xu, zeng, & he, 2017). researchers have shown that e-service influences customer engagement (dassanayake & senevirathne, 2018; vo, chovancová, & tri, 2020). in addition, chang, wang, and yang (2009), nasution (2019), ting, ariff, zakuan, sulaiman, and saman (2016), and vo et al. (2020) indicate that e-service has an effect on satisfaction. this leads to the third (h3) and fourth (h4) hypothesis. h3: e-service quality significantly impact customer engagement h4: e-service quality significantly impact e-satisfaction satisfaction in using online services (e-satisfaction) is also an important determinant of customer engagement in digital era. the concept of satisfaction which is generally accepted contains an understanding to fulfill customer expectations (martínconsuegra, molina, & esteban, 2007). in other words, satisfaction can be realized when customer expectations can be met. this is in line with the explanation from sumaedi et al. (2016) that customer satisfaction is a construct that represents a customer feeling favorable or unfavorable as a result from his assessment on the difference between the overall performance of the producer of goods or services and his expectations. likewise, jun, yang, and kim (2004) emphasize that consumer satisfaction is a comparison between expectations before buying with perceived product performance. rifai and wahyudi (2016) and vo et al. (2020) have shown that satisfaction affects customer engagement. thus, the fifth hypothesis (h5) can be formulated: h5: e-satisfaction significantly impacts customer engagement figure 1 theoretical framework based on the theoretical framework (see figure 1), the research aims to examine the effect of social media marketing, e-service quality, and e-satisfaction on customer engagement. the results are expected to provide an overview the important role of social media as a media to support marketing and service activities, especially for generation z students, and ultimately can understand its contribution in increasing student satisfaction and engagement. ii. methods the quantitative research aims to examine the effects of social media marketing, e-service quality, and e-satisfaction on customer engagement. the unit of analysis is the generation z of binus students who become a follower of gabung binus instagram. the time horizon is cross-sectional, which means that data collection is done only once, where the research period is usually in days, weeks or even months. the research target population are 42.305 generation z students born in 1998-2010 with an age range between 16 to 22 years old (hidayat & astuti, 2019). the research determines the sample size using the slovin formula with an error rate of 10%, and comes up with a sample of 100 respondents (ryan, 2013). 18 the winners, vol. 22 no. 1 march 2021, 15-23 data collection uses a 5-point likert scale questionnaire. the social media marketing scale is developed based on five dimensions, namely interaction, sharing of content, accessibility and credibility (elaydi, 2018; kim & ko, 2010). e-service quality scale consists of the dimensions of reliability and responsiveness (krishnadas & renganathan, 2019; kumar & dash, 2015). e-satisfaction scale has a single dimension adapted from boon-itt (2015); tang, tsai and wu (2015). meanwhile, the scale of customer engagement is developed based on the dimensions of enthusiasm, attention, and interaction (rather & sharma, 2017). each of these scales has been tested for validity and meets the requirements of the reliability test, where the social media marketing scale has alpha coefficient 0,857, e-service quality 0,836, e-satisfaction 0,794, and customer engagement 0,821. the data collection procedure is made using google form for making and delivering questionnaires to respondents with the consideration that the covid-19 pandemic remains ongoing. in the first stage, the questionnaires are sent randomly via email or whatsapp to 150 respondents identified as binus students. after all the respondents' answers have been collected, a selection is carried out to choose samples according to predetermined criteria, namely students who are categorized as generation z. data analysis to test the research hypothesis uses path analysis with regression techniques. path analysis makes it possible to test a model by determining the causal relationship between variables by applying multiple regression techniques (bordens & abbott, 2011). spss software is used to analyze regression. iii. results and discussions in the early stages, as shown in table 1, the questionnaires are distributed to 150 respondents to be further selected according to the specified criteria, namely generation z students of bina nusantara who became followers of gabung_binus on instagram. finally, 100 out of 150 respondents meet the criteria, with 43% male and 57% female. descriptive statistics in table 2 are used to show the relationship between variables and an overview of the research variable scores. the relationships between variables are all significant at 99% level of confidence (α = 0,01) with a correlation coefficient ranging from 0,625 to 0,750. the strongest relationship is correlation between e-service quality and e-satisfaction, while the lowest is the relationship between e-satisfaction and customer engagement. furthermore, the social media marketing variable scores are in the range between 2,5 to 5, an average of 4,2 and a standard deviation of 0,5. e-service quality ranges from 2,4 to 5 with a mean of 4,0 and a standard deviation of 0,6. e-satisfaction is in the range of 2,5 to 5,0 with a mean of 4,3 and a standard deviation of 0,7. meanwhile, customer engagement has a minimum of 2,0 and a maximum of 5,0 with an average of 3,7 and a standard deviation of 0,7. table 1 respondent profile respondent profile male female frequency % frequency % age 16-22 y.o. 60 40,0 76 50,7 23-26 y.o. 11 7,3 3 2,0 follower of gabung_binus instagram yes 43 28,7 57 38,0 no 23 15,3 27 18,0 table 2 descriptive statistics variables 1 2 3 4 1. smm 1,000 2. esq 0,682** 1,000 3. es 0,752** 0,750** 1,000 4. ce 0,697** 0,661** 0,625** 1,000 minimum 2,8 2,4 2,5 2,0 maximum 5,0 5,0 5,0 5,0 mean 4,2 4,0 4,3 3,7 standard deviation 0,5 0,6 0,7 0,7 ** p-value < 0,01 smm = social media marketing; esq = e-service quality; es = e-satisfaction; ce = customer engagement 19customer engagement in..... (freddy pandapotan simbolon; lena yanti) table 3 summarizes the results of path coefficients and its significance calculated from statistical software of spss to test the hypothesis. the research has two structural equation models. the first model with dependent variable e-satisfaction is influenced by social media marketing and e-service quality, while the second model with the dependent variable of customer engagement is influenced by social media marketing, e-service quality, and e-satisfaction (see figure 2). figure 2 path diagram the first model has a coefficient of determination (r2) of 0,671 which shows that the contribution of social media marketing and e-service quality simultaneously is 67,1%. the effect of social media marketing on e-satisfaction is indicated by path coefficient of 0,449 and t-value of 5,645 with significance or p-value of 0,000. significance value < 0,05 indicated that social media marketing has a significant effect on e-satisfaction (h1 is supported). path coefficient from the effect of e-service quality on e-satisfaction is 0,444 with sig. 0,000 < 0,05, which mean e-service quality has a significant effect on e-satisfaction (h2 is supported). the second model shows a coefficient of determination (r2) of 0,743 which mean that the simultaneous contribution of social media marketing, e-service quality, and e-satisfaction is 74,3%. the effect of social media marketing on customer engagement has path coefficient of 0,430 and t-value 4,005 with sig. 0,000 < 0,05, so it can be concluded that social media marketing has a significant effect on customer engagement (h3 is supported). furthermore, the effect of e-service quality on customer engagement is indicated by path coefficient of 0,329 and t-value 3,074 with sig. 0,003 < 0,05, which mean e-service quality has a significant effect on customer engagement (h4 is supported). while for the effect of e-satisfaction on customer engagement, the test obtains path coefficient 0,055 and t-value 0,465 with sig. 0,643 > 0,05, so that e-satisfaction has no effect on customer engagement (h5 is rejected). the results indicate that social media marketing through instagram is an important factor in influencing customer engagement and e-satisfaction of generation z students in higher education. it is implied that the ability of universities to effectively use social media for marketing has an impact in increasing student engagement and satisfaction when using campus’ online services. the finding is understandable considering that generation z was born during the development of the digital era (bernstein, 2015), known as digital natives who are technologically savvy (priporas, stylos, & fotiadis, 2017). generation z uses technology and digital devices extensively, and is close to social media in their daily lives (ruangkanjanases & wongprasopchai, 2017). therefore, the use of social media for universities as a means of marketing is now a necessity, because generation z will dominate the number of students on campus. the use of social media is in accordance with the characteristics of students from generation z whose life cannot be separated from social media. students have high expectation that universities can optimize the use of technology, so that the campus must be able to fulfill it. the concept of satisfaction refers to the conformity between expectations and perceived of service or product (jun et al., 2004; martín-consuegra et al., 2007; sumaedi et al., 2016), so that the optimizing social media for promotion and providing services to students has reached their expectation, satisfaction, which results in increased attachment. these findings also support previous findings that show social media marketing has a significant effect on satisfaction (hanaysha, 2017; zoubi & al-harazneh, 2019) and attachment (ashley & tuten, 2015; sashi, 2012). the results also indicate that e-service quality has a significant effect on e-satisfaction and customer table 3 path coefficients and t-values variables model 1a model 2b beta t-value sig. beta t-value sig. smm 0,449 5,645 0,000 0,430 4,005 0,000 esq 0,444 5,570 0,000 0,329 3,074 0,003 es 0,055 0,465 0,643 r2 0,671 0,743 ae-satisfaction as dependent variable; bcustomer engagement as dependent variable 20 the winners, vol. 22 no. 1 march 2021, 15-23 engagement. these findings confirm that the provision of quality of online services on campus will have a positive impact on increasing satisfaction and engagement. this is related to the characteristics of generation z, namely having a high involvement with digital technology on a daily basis. therefore, students have high expectations for the availability of quality online services on campus. students seem not interested in manual services that do not keep up with technological developments. online services for students include enrollment, course delivery, payment, course support, and libraries (sutarso & suharmadi, 2011). the campus does not ignore the growing trend in student demand as customers to provide services electronically (ataburo, muntaka, & quansah, 2017). universities should be at the forefront of online activities (kim-soon, rahman, & ahmed, 2014). the research also supports previous research which proves that e-service has a significant effect on satisfaction (chang et al., 2009; nasution, 2019; ting et al., 2016; vo et al., 2020) and engagement (dassanayake & senevirathne, 2018; vo et al., 2020). another research finding shows that e-satisfaction has no significant effect on engagement, so the satisfaction level with electronic services on campus does not have a significant impact on engagement. in the context of the research, student engagement does not depend on the level of satisfaction. it is more likely determined by the use of social media marketing and e-service by campus. therefore, student from generation z will be more engaged if the use of digital technology is optimized in the campus environment to support services and learning activities. this is in accordance with generation z characteristics which is naturally engaged to digital technology that influences their lifestyle (ruangkanjanases & wongprasopchai, 2017; yussof et al., 2018). iv conclusions the research aims to examine the effect of social media marketing, e-service quality, and e-satisfaction on customer engagement in higher education which specifically involves students from generation z. the findings of the research comes up with three highlights: 1) the positive and significant effect of social media marketing on e-satisfaction and student engagement, 2) the positive and significant effect of e-service quality on e-satisfaction and student engagement, and 3) no significant effect of e-satisfaction on student engagement. the research shows the important role of using digital technology in higher education which will determine the success and competitiveness of higher education institutions in the future along with the increasing number of students from generation z. digital technology is an important pillar in supporting higher education services and operations which in turn can increase student engagement. the research has come up with an implication that higher education will try their best to build digital technology to support learning activities and campus operations. generation z has begun to dominate the number of students in higher education, and the number will certainly get bigger, so they must immediately build a digital-based smart campus. conventional ways of carrying out campus activities must immediately be abandoned to meet the demands and expectations of students from generation z. higher education management who generally comes from generation x and y should quickly adjust and understand the needs of generation z. therefore, the development of digital technology will be the focus for higher education to be successful in a competitive environment. the research contributes to provide an insight into higher education institutions in which using digital technology optimally and effectively is an important key to managing students from generation z. digital technology that is well managed for social media marketing and services have a positive impact on student engagement. furthermore, higher student engagement will make a positive contribution to academic achievement and support the career development of students in the future. the research has a number of limitations that can be used as a basis for improvement for further research. the research scope is limited to binus university as a private university and generation z students as a sample, so that the generalizability of the findings cannot be widely applied to other campuses. having generation z as a sample will be beneficial as the basis for further studies, however, it limits the generalizability of the research since there might be some students who come from the previous generation. further research needs to take the object of research on several campuses and a larger number of samples so that the results can be broadly generalized. in addition, it is suggested that the further research considers the use of different data analyzes, such as structural equation modeling (sem) to obtain a more comprehensive analysis. references ahlfeldt, s., mehta, s., & sellnow, t. 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(2019). the impact of social media on customers’ loyalty toward hotels in jordan. international journal of business and management, 14(5), 123. https://doi.org/10.5539/ ijbm.v14n5p123. microsoft word 07_henny h._sisfo.doc journal the winners, vol. 9 no. 1, maret 2008: 88-98 88 analisis dan perancangan sistem informasi akuntansi penjualan dan persediaan henny hendarti1; anton2; didi3; mochtar cakra4 abstracts article purpose was to make computerized system useable for running the company operational and the activity always needs information. the data collecting method were done by literature study, field study, and documentation study. analysis and design method consisted of four phase, which were investigation system, analysis system, design system, and implementation system. the result from observation was the company needs transaction recording system that computerized so every selling or buying transaction of foreign currency can directly update the inventory. the conclusion is that the up-to-date selling and inventory information can help manager in making decision. keywords: information system, accounting, selling, inventory abstrak artikel bertujuan membuat sebuah sistem terkomputerisasi yang dapat digunakan perusahaan dalam menjalankan kegiatan operasional selalu membutuhkan informasi. yang dalam dipenuhi dari studi pustaka. analisis dan perancangan meliputi empat fase, yaitu sistem investigasi, sistem analisis, sistem desain, dan sistem implementasi. dari hasil observasi diperoleh hasil bahwa perusahaan memerlukan suatu sistem pencatatan transaksi secara terkomputerisasi sehingga setiap transaksi penjualan atau pembelian valuta asing dapat secara langsung meng-update persediaan. simpulan yang dapat diambil, yaitu bahwa informasi penjualan dan persediaan yang up-to-date dapat membantu pihak manajerial dalam pengambilan keputusan. kata kunci: sistem informasi, akuntansi, penjualan, persediaan 1,2 3, 4 jurusan komputerisasi akuntansi, fakultas ilmu komputer, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, henny@binus.edu analisis dan perancangan... (henny hendarti; dkk) 89 pendahuluan keadaan ekonomi dalam negeri yang tidak stabil dan pengaruh gejolak ekonomi di luar negeri sering menimbulkan fluktuasi kurs mata uang asing sehingga mempengaruhi naik turunnya harga beberapa barang, misalnya barang elektronik naik 35% dan kebutuhan pokok lainnya naik 25%. sebagai dampak fluktuasi kurs, perusahaan perlu memiliki sistem informasi penjualan, persediaan, dan perhitungan laba rugi yang berguna untuk meningkatkan kelancaran transaksi perusahaan. perusahaan yang menjadi objek penelitian adalah sebuah perusahaan yang bergerak di bidang perdagangan mata uang asing, khususnya pelayanan pertukaran mata uang asing atau disebut money changer. sistem informasi yang baik diperlukan oleh perusahaan untuk mempermudah pihak manajemen memperoleh informasi yang akurat dan up to date yang dibutuhkan dalam pengambilan keputusan danmenentukan tujuan perusahaan di masa yang akan datang. adapun tujuan dilakukan analisis dan perancangan sistem ini adalah mengidentifikasikan masalah pada sistem penjualan dan persediaan yang berjalan; menghasilkan sebuah aplikasi sistem informasi akuntansi yang dapat digunakan dalam mencatat penjualan dan persediaan; merancang sebuah sistem informasi akuntansi penjualan dan persediaan yang baru yang dapat menghasilkan informasi yang tepat dan akurat. manfaat penelitian yang dilakukan dalam menganalisis dan merancang sistem informasi penjualan dan persediaan adalah membantu perusahaan dalam mengatasi masalah yang timbul pada sistem informasi akuntansi penjualan dan persediaan; meningkatkan pengendalian internal dengan pembagian tugas yang jelas pada bagian akuntansi dan bagian keuangan; membantu pihak manajemen dalam pengambilan keputusan dalam menentukan harga kurs secara cepat dan tepat. pembahasan sistem informasi akuntansi menurut jones dan rama (2003:5) adalah subsistem atau bagian dari mis (management information system) yang menyediakan informasi akuntansi dan keuangan serta informasi lain yang diperoleh dari proses transaksi akuntansi secara rutin. menurut jones dan rama (2003:68), activity diagram terdiri dari overview activity diagram dan detailed activity diagram. menurut jones dan rama (2003:69), overview activity diagram adalah diagram yang menggambarkan tampilan level tinggi dari proses bisnis dengan mendokumentasikan event-event yang penting, urutannya, dan informasi yang menyertai event tersebut. detailed activity diagram menurut jones dan rama (2003:69) adalah diagram yang menggambarkan aktivitas yang saling berhubungan secara detail atau rinci dengan satu atau dua event yang terdapat pada overview diagram. journal the winners, vol. 9 no. 1, maret 2008: 88-98 90 menurut larman (1998:4), unified modeling language (uml) adalah notasi untuk membuat model sistem menggunakan konsep object oriented. menurut jones dan rama (2003:68), uml adalah sebuah bahasa yang digunakan untuk spesifikasi, visualisasi, konstruksi, dan mendokumentasikan sistem informasi. database menurut britton dan doake (2000:266) adalah semua data yang dibutuhkan untuk mendukung operasi organisasi. di dalamnya meliputi aktivitas mengumpulkan, mengorganisasi, dan merawat secara tersentralisasi. formulir menurut mulyadi (2003:3), adalah dokumen yang digunakan untuk merekam terjadinya transaksi. formulir menurut kroenke (2002:269) adalah tampilan layar yang digunakan untuk memasukkan dan mengedit data. navigation diagram menurut mathiassen (2000:344) adalah suatu statechart diagram yang khusus dan menekankan terhadap keseluruhan perubahan dari user interface. dengan kata lain, navigation diagram adalah diagram yang menunjukkan keterlibatan dan transisi diantara windows atau interface. penjualan merupakan aktivitas yang penting dalam suatu perusahaan karena dengan adanya penjualan dapat menghasilkan pendapatan bagi perusahaan. menurut mulyadi (2001:204), kegiatan penjualan terdiri dari transaksi penjualan barang atau jasa, baik kredit maupun tunai. menurut mulyadi (2001:474), penjualan tunai dilaksanakan oleh perusahaan dengan cara mewajibkan pembeli melakukan pembayaran harga barang lebih dulu sebelum barang diserahkan oleh perusahaan kepada pembeli. setelah uang di terima oleh perusahaan, barang kemudian diserahkan kepada pembeli dan transaksi penjualan tunai kemudian dicatat oleh perusahaan. menurut mulyadi (2001:553), persediaan dalam perusahaan dagang hanya terdiri dari satu golongan, yaitu persediaan barang dagangan yang merupakan barang yang dibeli untuk tujuan dijual kembali. menurut hendriksen (1997:2), istilah persediaan (inventory) meliputi barang dagangan yang dimaksudkan untuk dijual dalam kondisi usaha normal dan bahan baku serta bahan pembantu yang dipergunakan dalam proses produksi untuk dijual. perusahaan yang akan dianalisis adalah perusahaan yang bergerak di bidang mata uang asing. perusahaan itu didirikan sejak tanggal 6 maret 2000 dan tercatat pada akta pendirian perusahaan nomor 25 yang disahkan oleh menteri kehakiman nomor c-10254 ht.01.01.th.2000. perusahaan itu berlokasi di jl. hi. agus salim, tanjung karang, bandar lampung. perusahaan melakukan penjualan dan pembelian mata uang asing secara langsung kepada perorangan dan perusahaan money changer lainnya. dalam menjalankan kegiatan operasionalnya, perusahaan didukung oleh 10 orang karyawan. analisis dan perancangan... (henny hendarti; dkk) 91 menginformasikkan kepada teler untuk membuat nota penjualan menanyakan kurs pembelian dan memesan valas informasi kurs valas mengecek persediaan m em es an va las memberikan valas dan nota penjualan m en en tu ka n ku rs va la s memberikan nota penjualan untuk ditandatangani memberikan informasi ketersediaan valas pelanggan setuju untuk membeli reuter / cnbc m en ye ra hk an ua ng ca sh da n n ota pe nju lan menyerahkan nota yang sudah ditandatangani dan uang cash mencatat buku persediaan menyerahkan laporan penjualan, persediaan dan selisih kurs serta bukti setor bank dan nota penjualan memberikan valas dan nota penjualan tersedia / tidak tersedia bank me ny eto rka n u an g c as h bu kti se tor ba nk menyerahkan laporan penjualan, persediaan, dan selisih kurs pelanggan / money changer kotak persediaan teller akuntansi / keuangan manajer direktur lap. penjualan, persediaan, selisih kurs nota penjualan ttd nota penjualan buku persediaan bukti setor bank bukti setor bank nota penjualan ttd mengecek persediaan b. menjual valas keterangan : valas = valuta asing menentukan kurs gambar 1rich picture sistem yang sedang berjalan setelah melakukan survei ke perusahaan, dianalisis temuan hasil survei sebagai berikut: prosedur penjualan dan pencatatan persediaan kurang akurat, up-to-date, dan tepat waktu; lambatnya pembuatan laporan penjualan, persediaan, dan selisih kurs; prosedur pada sistem berjalan yang kurang teratur dan lambat; pengendalian intern yang masih lemah, antara lain adanya penggabungan fungsi keuangan/akuntansi, tidak adanya nomor urut tercetak pada nota penjualan, tidak memiliki kebijakan mengenai jumlah persediaan minimal, perusahaan kesulitan dalam perhitungan laba/rugi. journal the winners, vol. 9 no. 1, maret 2008: 88-98 92 analisis dan perancangan... (henny hendarti; dkk) 93 -no_user -nama_user -telepon -handphone -alamat -tanggallahir -password user +menyiapkan() +menyerahkan() +menyetorkan() keuangan +menetapkan_kurs() +mengecek() +mengarsip() direktur +mengecek() +menyiapkan() +menyerahkan() manajer +mengecek() +menginput() +transaksi() teller +membayar() +menerima() -no_customer -nama_customer -telepon -handphone -no_ktp -alamat -tanggal_lahir customer +menyiapkan() akuntansi +menginput() +mengubah() +menyimpan() +menghapus() -no_transaksi -no_customer -tanggal -no_user -selisih -total_transaksi headerpenjualan 1 1..* 1..* 1 +mengnput() +mengubah() +menyimpan() +menghapus() +mengecek() -kd_mata_uang -namamatauang -kursmodalsekarang -saldo -kursjualsekarang matauang 1 0..* +menginput() +mengubah() +menyimpan() +mengahapus() -no_transaksi -kd_mata_uang -banyak -kurs_jual -kurs_modal -selisih detailpenjualan 1 1..* gambar 3 uml class diagram journal the winners, vol. 9 no. 1, maret 2008: 88-98 94 gambar 4 use case diagram analisis dan perancangan... (henny hendarti; dkk) 95 login password user name ok pt. international valas pt international valas data master transaksi laporan bantuan mengatur kurs jual mengatur kurs beli pencarian mata uang penjualan pembelian pt international valas data master transaksi laporan bantuan isi bantuan tentang program ini pt. international valas mengatur kurs jual ubah harga nama mata uang kurs jual pt. international valas pt international valas data master transaksi laporan bantuan mata uang customer karyawan login password user name ok password salah kasir tidak terdaftar atau password salah ok login salah pt. international valas data master transaksi laporan bantuan pt. international valas selesai pembelian tanggal customer telephone mata uang jumlah mata uang kurs totalkursjumlah mata uangno mata uang simpan dan cetak baru total jumlah pt international valas data master transaksi laporan bantuan stok mata uang sekarang persedian > penjualan > selisih kurs > pt. international valas persediaan per tanggal persediaan per bulan menu utama data master transaksi laporan bantuan stok mata uang sekarang persedian > penjualan > selisih kurs > pt. international valas penjualan per nota penjualan per tanggal penjualan per bulan menu utama data master transaksi laporan bantuan stok mata uang sekarang persedian > penjualan > selisih kurs > pt. international valas selisih kurs per nota selisih kurs per tanggal selisih kurs per bulan laporan penjualan pernota ok cancel masukan nomor nota laporan penjualan per tanggal lihat laporandd/mm/yy laporan penjualan per bulan lihat laporanjanuari laporan persediaan per tanggal lihat laporandd/mm/yy laporan persediaan per bulan lihat laporanjanuari laporan selisih kurs pernota ok cancel masukan nomor nota laporan selisih kurs per tanggal lihat laporandd/mm/yy laporan selisih kurs per bulan lihat laporanjanuari tentang program ini pt international valas <teller> penjualan tanggal customer telephone <teller> mata uang jumlah mata uang kurs totalkursjumlah mata uangno mata uang simpan dan cetak baru total jumlah ... mata uang kode mata uang nama mata uang kurs beli << < > >> tambah hapus ubah saldo saldokurs belino mata uang daftar mata uang ... pt international valas pt international valas no : no : karyawan no karyawan nama no handphone << < > >> tambah hapus ubah no hpno telpno karyawan jabatan password alamat customer no customer no telp nama customer no ktp << < > >> tambah hapus ubah no hpno telpno customer no handphone tanggal lahir alamat gambar 5 navigation diagram journal the winners, vol. 9 no. 1, maret 2008: 88-98 96 tabel 1 matriks level akses bagian master/windows bagian teller bagian keuangan bagian akuntansi manajer direktur master mata uang view view view view, create, update master pelanggan view, create, update view view view header penjualan view view view detail penjualan view view view view master input kurs jual view view, create, update master karyawan view view, create view order penjualan view, create, update view view view nota penjualan tunai view, create, update view view view laporan – laporan view,create view, create view penutup berdasarkan hasil yang didapat dari analisis, dapat disimpulkan bahwa, pertama, pada sistem berjalan prosedur penjualan dan pencatatan persediaan kurang akurat, up-todate, dan tepat waktu karena pencatatan penjualan dan persediaan dilakukan pada akhir hari berdasarkan nota penjualan. dibutuhkan sebuah sistem yang terkomputerisasi untuk melakukan pencatatan penjualan dan persediaan sehingga persediaan akurat, up-to-date, dan tepat waktu. kedua, pada sistem berjalan lambatnya pembuatan laporan penjualan, persediaan, dan total selisih karena pencatatan masih dilakukan secara langsung ke dalam buku berdasarkan dokumen transaksi sehingga ketika membuat laporan, bagian keuangan/akuntansi harus menulis ulang setiap data transaksi atau dokumen yang berkaitan dengan laporan tersebut. oleh karena itu, dibutuhkan sistem yang mampu mencetak laporan secara otomatis sehingga memudahkan pengambilan keputusan oleh direktur. ketiga, prosedur pada sistem berjalan yang kurang teratur dan lambat karena teller merangkap tugas sebagai bagian penjualan dan penyerahan mata uang asing sehingga menimbulkan antrian yang lama. dibutuhkan pelimpahan sebagian tugas teller kepada bagian keuangan, misalnya dalam hal penyerahan mata uang asing. keempat, pada sistem berjalan, terdapat pengendalian internal yang masih lemah, yaitu adanya fungsi yang rangkap antara fungsi akuntansi dan keuangan serta tidak adanya nomor urut tercetak pada dokumen transaksi sehingga perusahaan kesulitan dalam mengontrol terjadinya kecurangan dan penyalahgunaan aset perusahaan. oleh karena itu, perusahaan harus melakukan pemisahan fungsi, tugas, dan wewenang dalam struktur organisasi dengan memisahkan bagian keuangan/akuntansi. analisis dan perancangan... (henny hendarti; dkk) 97 kelima, pada sistem berjalan, perusahaan tidak memiliki kebijakan mengenai jumlah persediaan minimal karena tidak adanya sistem yang terintegrasi dalam pencatatan persediaan sehingga sering terjadi kehabisan persediaan mata uang asing tertentu. oleh karena itu, perusahaan membutuhkan sistem yang terintegrasi yang mampu memberikan informasi persediaan minimal dari setiap mata uang. keenam, pada sistem berjalan, perusahaan kesulitan dalam perhitungan laba/rugi karena fluktuasi kurs mata uang asing setiap saat dan pencatatan penjualan dan persediaan secara manual. perusahaan harus mengimplementasikan sistem yang terintegrasi antara database persediaan dan penjualan sehingga perhitungan laba/rugi dapat dilakukan secara otomatis dan cepat. daftar pustaka britton, carol, and jill doake. 2000. object-oriented system development: a gentle introduction. mcgraw-hill. haag stephen, cummings maeve, and mccubbrey donald j. 2005. management information systems for the information age. 5th edition. international edition. mcgraw-hill. hendriksen eldon s. 1997. teori akuntansi. jakarta: erlangga. jones, frederick l. and dasaratha v. rama. 2003. accounting information systems : a business process approach. canada: south-western, a division of thomson learning. kroenke, m. david. 2002. database processing. pearson education international, inc. larman, craig. 1997. applying uml and patterns: an introduction to object oriented analysis and design. prentice hall. loudon, c. kennet dan loudon p jane. 2003. essentials of management information systems (managing the digital firm). fifth edition. prentice hall. mathiassen, lars. 2000. object oriented analysis and design. 11th edition. denmark: marko publishing aps, aalborg. mcleod, raymond jr. 2001. sistem informasi manajemen. jilid 1, edisi ke-7. jakarta: pt prehallindo. mulyadi. 2001. sistem akuntansi. edisi ke-3. jakarta: salemba empat. journal the winners, vol. 9 no. 1, maret 2008: 88-98 98 niswonger, warren and frees reeve. 1999. prinsip prinsip akuntansi. jilid 1, edisi ke19. terjemahan alfonsus sirait, helda gunawan. jakarta: erlangga. o’brien, james a. 2002. management information systems: managing information technology in the e-business enterprise. 5th edition. mcgraw-hill companies. silberschatz, abraham, henry f. korth, and s. sudarshan. 2002. database system concepts. 4th edition. mcgraw-hill. weber, ron. 1999. information systems control and audit. prentice hall. whitten, jeffrey l., bentley lonnie d., and dittman kevin c. 2004. systems analysis and design method. 6th edition. mcgraw-hill. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 73 the winners, 23(1), march 2022, 73-79 doi: 10.21512/tw.v23i1.7275 the effect of entrepreneurship education and entrepreneurial motivation on aro gapopin’s student interest in entrepreneurship nensi mesrani tarigan1; ferry doringin2; m. wahyu budiana3* 1,2,3optical refraction study program, refraction academy optisi and optometry (aro) gapopin jl. raya pd. aren bintaro sektor ix no.108a, south tangerang, banten 15224, indonesia 1nensitrg@arogapopin.ac.id; 2fdoringin@yahoo.com; 3wahyubudiana@arogapopin.ac.id received: 01st april 2021/ revised: 27th april 2021/ accepted: 28th april 2021 how to cite: tarigan, n. m., doringin, f., & budiana, m. w. (2022). the effect of entrepreneurship education and entrepreneurial motivation on aro gapopin’s student interest in entrepreneurship. the winners, 23(1), 73-79. https://doi.org/10.21512/tw.v23i1.7275 abstract indonesia has a problem related to entrepreneurship motivation and interest that must be triggered since younger age. the research aimed to determine the effect of entrepreneurship education and entrepreneurial motivation on the entrepreneurial interest of aro gapopin students. the population consisted of students of aro gapopin. the research applied a quantitative approach through a questionnaire as an instrument for 195 respondents. data were analyzed using spss 16. the findings indicate the importance of entrepreneurship education and entrepreneurial motivation to increase interest in entrepreneurship for aro gapopin students. interest in entrepreneurship needs to be increased by a good preparation process as a way to form and develop aspiring entrepreneurs. some ways to form aspiring entrepreneurs include identifying entrepreneurial attitudes and behaviors, forming entrepreneurial characteristics, identifying possible factors of success and failure in entrepreneurship, and overcoming myths about entrepreneurship. keywords: entrepreneurship education, entrepreneurial motivation, entrepreneurial interest, entrepreneurial mentality i. introduction the problem of unemployment is always faced by every country. indonesia deals with the such problem every year due to the imbalance between the high population growth and the available employment opportunities. this occurs due to the lack of the ability of universities to produce graduates who can create jobs. in fact, graduates tend to prefer to look for available jobs from both government and private agencies rather than creating a business for themselves and others (looney & kleppe, 1996; doboli et al., 2010; mani, 2018). educational institutions need to realize that the progress and decline of a nation's economy are largely determined by the presence of entrepreneurs (luis-rico et al., 2020; li, 2010b; li, 2010a). the development of entrepreneurship in indonesia currently remains very low when compared to other asian countries. aro gapopin understands that institutions need strategic steps to create entrepreneurs in the field of optics (doringin et al., 2020). aro gapopin, taking the strategic steps needed now is how to produce young people to become reliable entrepreneurs. the efforts made must lead to entrepreneurship education by providing encouragement and motivation to foster an entrepreneurial mentality in the younger generation, so they have a strong interest in entrepreneurship. the important role of the institution is to provide entrepreneurship courses that aim to make college graduates not confused and awkward in entering society, and high motivation to become entrepreneurs and to become a bridge between prospective entrepreneurs (students) and the gapopin association in guiding aspiring entrepreneurs (reagle et al., 2017; doboli et al., 2010). the main objective of aro gapopin is to provide entrepreneurial knowledge to produce creative and innovative entrepreneurs. student interest in entrepreneurship cannot be separated from the influence of the interest that grows in him. interests are a source of motivation that encourages someone to do whatever they want to do when they are free to choose. interests are not permanent but temporary or can change. interest in entrepreneurship must be cultivated from an early age in students. interest is the tendency to feel paying 74 the winners, vol. 23 no. 1 march 2022, 73-79 attention and liking some things or activities, interest in something learned first and influencing subsequent learning, and influencing subsequent interests. encouragement by educators in educational institutions that provide practical and interesting subjects can arouse students' interest in entrepreneurship (fadillah & thamrin, 2019; perkasa et al., 2019). the research aims to determine: 1) the effect of entrepreneurship education on entrepreneurial interest in aro gapopin students; 2) the effect of entrepreneurial motivation on entrepreneurial interest in aro gapopin students. 3) the effect of entrepreneurship education and entrepreneurial motivation on aro gapopin's student interest in entrepreneurship. entrepreneurship education is the education that aims to create new goods and or services that can produce higher economic value (zhong, 2010; perkasa et al., 2020). the entrepreneurship programs have the main objective to build skills, knowledge, and character which are important for entrepreneurial creativity. zhong (2010), hasleberg et al. (2019), and drucker (2016) assert that entrepreneurship is a pattern of behavior, not a personality trait, and it is reasonable to assume that a person can learn how to behave entrepreneurially (drucker, 2016; zappe et al., 2012). in general, motivation is a process that encourages or influences someone to get or achieve what they want, either positively or negatively. motivation will give a person change that arise as a result of feelings, souls, and emotions to encourage action due to these needs, desires, and goals. motivation can become a force, energy, or also power. it becomes a complex situation and readiness in the individual to move towards a certain goal, whether consciously or unconsciously (cole et al., 2018; chang et al., 2016). motivation is influenced by intrinsic factors and extrinsic factors. intrinsic motivation is defined as the motivation that comes from factors within oneself. intrinsic factors include encouragement, self-desire to know information and understanding, opinion on certain skills, develop attitudes, enjoy life, and others. meanwhile, extrinsic motivation is a form of motivation that comes from outside the individual that is difficult to control and can quickly disappear because it is influenced by other people's suggestions. elliot et al. (2003) exemplify the values, gifts, and/or awards that are used to stimulate someone's motivation. motivation comes from the word "motive". the word is defined as an important effort of someone that encourages them to do something. motivation can also be defined as a driving force from within and within the subject to do certain activities and push someone to achieve their goal (sardiman, 2006). motivation is a condition in a person that encourages the individual's desire to carry out certain activities to achieve goals (handoko, 2003; doringin & sasmoko, 2017; chang et al., 2016). regarding entrepreneurial interests, the research provides the general definition of interest which is related to the movement style that encourages someone to face or try to deal with people, objects, activities, experiences that are stimulated by the activity itself (djaali, 2009). interest is the tendency to prefer and feel attracted to something or activity, without any external coercion. the feeling of attraction is not due to compulsion but high awareness. someone has a strong desire to achieve goals. aspects of interest generate interest which is formed by two aspects, namely cognitive and affective aspects, in the form of attitudes, individual awareness, feelings of pleasure, the direction of individual interests, the existence of interest that arises from within, and participating in what is desired. meanwhile, entrepreneurial interest is the desire, interest, and willingness to work hard or be strong-willed with a focus on trying to fulfill his life's needs without feeling afraid of the risks to be faced. entrepreneurial interests include general attitudes towards entrepreneurship, specific awareness of liking entrepreneurship, feeling comfortable with entrepreneurship. to become a successful entrepreneur, one must work hard, have high enthusiasm, and believe in his abilities as an entrepreneur (mcfadden, 2013). ariyanti (2018) shows that the entrepreneurial motivation and mentality of students would be based on students' interest in entrepreneurship (ariyanti, 2018). ramadhani and nurnida (2017) mentions that the entrepreneurial course influences directly the interest of students in entrepreneurship. the students can increase their interest in entrepreneurship because of their attendance in entrepreneurial classes. however, the way of delivering the material does not directly affect the interest in entrepreneurship (ramadhani & nurnida, 2017). fahmi and amanda (2017) show that there is a significant influence of entrepreneurship learning on students' interest in entrepreneurship. the research plans to solve the problem of the low interest of the youth in entrepreneurship that gives an impact on the economic development of the nation. specifically, the research sees the influence of entrepreneurship education and its process, including efforts of giving motivation to students in aro gapopin campus. the research and its process can give an impact on the increase of the interest of students to become entrepreneurs and improve the economic growth of the nation. the researchers distribute the questionnaire to the aro gapopin students and analyzed it using spss software. the researchers also completed the efforts with the observation and documentation. the hypothesis are formulated: h1 : entrepreneurship education has a positive effect on the entrepreneurial interest of aro gapopin students. h2 : entrepreneurial motivation has a positive effect on the entrepreneurial interest of aro gapopin's students. h3 : entrepreneurship education and entrepreneurial motivation have a positive effect on the entrepreneurial interest of aro gapopin students. 75the effect of entrepreneurship.... (nensi mesrani tarigan, et al.) ii. methods the research is conducted at aro gapopin as the location. the research applies a descriptive quantitative approach to describe the effect of entrepreneurship education and entrepreneurial motivation on aro gapopin's student interest in entrepreneurship. the population in the research includes 195 students of the diii optisi refraction aro gapopin study program, batch 2016-2017. data collection is a systematic procedure and natural standards for determining research data. the techniques used for the research are: 1) observation, 2) documentation, and 3) questionnaire. observation is a data collection method that uses observations of the object of research because of a symptom or movement of the object of research. observation is used to obtain data about the state of the campus, learning places, and activities in the aro gapopin campus, which supports research (sugiyono, 2017). the documentation is the collection of data regarding things or variables in the form of written notes such as books, letters, photos, and documents regarding the description of the research object. this documentation will later be used to determine aro gapopin's organizational structure, infrastructure, the condition of students, lecturers and staff, and student learning achievements, especially entrepreneurship education courses. the questionnaire functions to obtain primary research data about entrepreneurial motivation and interest in entrepreneurship. the questionnaire needed is a closed questionnaire with alternative answers available, and the respondent only needs to give a mark on the answer chosen according to the likert scale. the instrument validity test is conducted to show the validity of the instrument to be used in the research. the measuring instrument is said to be valid if the answers really fits the variables to be measured. validity also shows the accuracy of the statement with what is stated following the validity coefficient. this validity test uses the statistical package for the social science (spss) program. the next step is to measure r-count with r-table with a confidence level of 95% or a = 0,1 with dk = n-2 (dk = 195-2 = 193). when viewed in the product moment r-values, r-table = -0,3. if r-count > r-table then the item is declared valid, and if r-count < r-table then the item is declared invalid. a reliability test is used to determine the permanence of an instrument (measuring instrument) in measuring the same symptoms even at different times. sugiyono (2014) states that instrument reliability is an instrument that, when used several times to measure the same object, will produce the same data (sugiyono, 2014). measurement results that have a high level of reliability will be able to provide reliable results. in the spss calculation, to determine the value of data reliability is from the cronbach's alpha value. according to nunnally et al. (2002), a construct is considered reliable if the alpha coefficient is > 0,60. the normality test is one part of the data analysis requirements test or the classical assumption test, meaning that before the analysis is carried out, the research data must be tested for normal distribution. the basis for the decision from the normality test is if the significance value is greater than 0,05, the data has a normal distribution. conversely, if the significance value is smaller than 0,05, the data is not normally distributed. the way to do the normality test is to use the kolmogorov-smirnov test with the assumption that the asymp sig (2-tailed) value is > 0,05, so it can be concluded that the data tested is normally distributed. the multicollinearity test aims to test whether a regression model correlates with independent variables (independent). a good regression capital should not correlate with independent variables. multicollinearity testing is seen from the vif (variance inflation factor) and tolerance values. tolerance is useful for measuring selected independent variables that are not explained by other independent variables. so a low tolerance value is the same as a high vif value (because vif = i/tolerance). the cutoff value commonly used to indicate multicollinearity is a tolerance value > 0,01 or equal to the vif value < 10 (ghozali, 2012). the heteroscedasticity test aims to test whether there is an inequality of variants from the residuals of one observation to another in the regression model (ghozali, 2012). if the variance of the residuals from one observation to another observation remains, it is called homoscedasticity while it is different it is called heteroscedasticity. to find out whether heteroscedasticity occurs is to look at the plot figure between the predicted value of the dependent variable, namely zpred and the sresid residual. heteroscedasticity does not occur if there is no clear pattern, and the dots spread above and below the 0 on the y-axis. multiple linear regression test is a linear relationship between two or more independent variables, namely: entrepreneurship education (x1), entrepreneurial motivation (x2) on the dependent variable, entrepreneurial interest (y). the test is to determine the direction of the relationship between the independent variable and the dependent variable whether each of them is positively or negatively related. moreover, it is to predict the value of the dependent variable whether the value of the independent variable has increased or decreased. the multiple linear regression equation is formulated (ghozali, 2012): y = a + b1x1 + b2x2 (1) where: y = dependent variable (entrepreneurial interest) a = constant b1, b2 = regression coefficient x1, x2 = independent variable (entrepreneurship 76 the winners, vol. 23 no. 1 march 2022, 73-79 education and entrepreneurial motivation) the coefficient of determination (r2) aims to measure the ability of the model to explain the variation in the dependent variable. the coefficient of determination is between zero or one. ghozali (2012) states that there are weaknesses in the determination coefficient/r-squared test so that many researchers recommend using the adjusted r-squared value since will change if there are additional independent variables that are irrelevant (ghozali, 2012). hypothesis testing is a procedure that will produce a decision, namely the decision to accept and reject the hypothesis. the hypothesis is an important part of a study as the research hypothesis becomes more focused. hypothesis testing must be verified through statistical tests. different test t-test is used to test how far the influence of the independent variables used in the research individually in explaining the dependent variable partially. the basis for the decision-making used in the t-test is: (a) if the significance probability value > 0,05, the hypothesis is rejected, meaning that the independent variable has no significant effect on the dependent variable; (b) if the significance probability value < 0,05, the hypothesis is accepted, meaning that the independent variable has a significant effect on the dependent variable. the f-test is used to test the truth between the independent variables and the dependent variable in the regression model. f-test analysis is carried out by comparing the f-count with the f-table. before comparing these f-values, a 95% confidence level must also be determined. if f-count > f-table or p-value > 0,005, it is called insignificant, conversely, while if f-count < f-table or p-value > 0,005 is called significant. iii. results and discussions validity testing is carried out by the spss program with decision making based on the value of corrected item-total correlation > 0,3, so the item/ question is considered valid and vice versa. all questions for variables (entrepreneurship education, entrepreneurial motivation, and entrepreneurial interests) have validity coefficients, because the value of corrected item-total correlation > 0,3, so these items are worthy of being used as a research measure. reliability test is carried out on question items that are declared valid. reliability test using the cronbach`s alpha formula and the results obtained show the value of cronbach`s alpha for variables (entrepreneurship education, entrepreneurial motivation, and entrepreneurial interest) > 0,60, meaning that the three independent variables are declared reliable. the normality test uses the kolmogorov-smirnov test which states that if the asymp. sig. (2-tailed) value is greater than 0,05, the data is normally distributed. the kolmogorovsmirnov test results are provided in table 1. table 1 shows that the asymp. sig. (2-tailed) values are 0,063 (x1), 0,578 (x2) and 0,160 (y) > 0,05. it can be considered that the data used in this study are normally distributed. a multicollinearity test is used to test whether the regression model found a correlation between the independent variables. to determine whether there is a multicollinearity test deviation is to look at the tolerance and variance inflation factor (vif) values of each independent variable. if the tolerance value > 0,10 and the vif value < 10, the data are considered free from multicollinearity symptoms. the test results can be seen as provided in table 2. table 2 shows that the tolerance value of each independent variable is 0,666 > 10% and the variance inflation factor (vif) for each independent variable is 1,502 < vif = 10, it can be concluded that multicollinearity does not occur between the independent variables. figure 1 the heteroscedasticity test result the heteroscedasticity test results in figure 1 show that there is no clear pattern and the dots spread below and above the y-axis. it shows that heteroscedasticity does not occur in the independent variable. multiple linear regression analysis is used to measure the effect of more than one predictor variable (independent variable) on the dependent variable. the results of the tests can be seen in table 3. table 3 shows the multiple linear regression equation model formed based on the calculation results is = 10,784 + 0,360x1 + 0,394x2. it means: (a) the constant a = 10,784, meaning that if there is no entrepreneurship education (x1) and entrepreneurial motivation (x2), then the interest in entrepreneurship (y) is 10,784; (b) entrepreneurship education regression (x1) of 0,360 means that every one unit increase in entrepreneurial motivation (x1) will increase entrepreneurial interest by 0,360; (c) entrepreneurship education regression coefficient (x2) of 0,394 means that every one unit increase 77the effect of entrepreneurship.... (nensi mesrani tarigan, et al.) in entrepreneurial motivation (x2) will increase entrepreneurial interest by 0,394. the results show that the interest in entrepreneurship is affected by entrepreneurial learning and strong motivation to do entrepreneurship. ways to form an interest in entrepreneurship begin with the stages of understanding theory, case studies, motivation by providing entrepreneurial experience through entrepreneurship learning. providing this experience can be in the form of entrepreneurial practice to provide students with sufficient skills to start a small business so that it will further increase their interest in entrepreneurship itself. hypothesis testing in the research uses the t-test and f-test. the t-test is used to partially prove the effect of the independent variable on the dependent variable, and the f-test is used to prove the effectiveness of the independent variable on the dependent variable simultaneously. table 4 shows that the value of r = 0,774 and the adjusted coefficient of determination or adjusted r-squared = 0,577 or 57,7% so that it can be interpreted that entrepreneurship education and entrepreneurial motivation jointly affect entrepreneurial interest by 57,7% while 42,3% (100 – 57,7%) explained by other factors. table 4 determination coefficient test model r r-squared adjusted r-squared std. error of the estimate 1 0,774 0,599 0,577 2,492 based on the results of the hypotheses, it is necessary to have a preparatory process needed to form potential entrepreneur candidates, such as identifying: 1) entrepreneurial attitudes and behaviors, 2) entrepreneurial characteristics, 3) possible factors of failure and success in entrepreneurship, and 4) false myths about entrepreneurship. besides, to increase interest in entrepreneurship, it is necessary to have motivation for prestigious table 1 one sample kolmogorov smirnov test entrepreneurship education entrepreneurial motivation interest in entrepreneurship n 40 40 40 normal parameters a,,b mean std. deviation 38,22 4,359 37,80 4,295 58,38 5,928 most extreme differences absolute 0,069 0,104 0,105 positive 0,069 0,081 0,105 negative -0,060 -0,104 -0,102 kolmogorov smirnov z 1,316 0,779 1,124 asymp. sig. (2-tailed) 0,063 0,578 0,160 a. test distribution is normal. b. calculated from data. table 2 vif value model collinearity statistics tolerance vif 1 (constant) enter entrepreneurial education 0,666 1,502 entrepreneurial motivation 0,666 1,502 table 3 multiple linear regression test model coefficients unstandardized b coefficients std. error standardized coefficients beta t sig. (constant) 10,784 3,845 2,80 0,008 entrepreneurial education 0,360 0,108 0,424 3,32 0,002 entrepreneurial motivation 0,394 0,113 0,447 3,50 0,001 dependent variable: entrepreneurial interest 78 the winners, vol. 23 no. 1 march 2022, 73-79 attitudes and work behavior and be able to develop an entrepreneurial spirit in the search for the latest innovations. through entrepreneurship learning, students are equipped with skills that help someone create good relationships with others in entrepreneurial relationships. students in learning entrepreneurship will interact a lot with other students both in conducting discussions, presentations, and entrepreneurial practice. these activities aim to increase students' interest in doing entrepreneurship or as entrepreneurs themselves. iv. conclusions entrepreneurial education has a positive and significant effect on interest in entrepreneurship. it can be said that the higher the knowledge in entrepreneurship possessed by the students of the diii study program, refraksi optisi dan optometri aro gapopin, the higher the interest in entrepreneurship will be. entrepreneurial motivation has a positive and significant effect on interest in entrepreneurship. it is considered that the stronger entrepreneurial mentality in the students of the diii study program refraksi optisi dan optometri aro gapopin will increase their entrepreneurial interest. both entrepreneurship education and entrepreneurial motivation have a positive and significant effect on interest in entrepreneurship. the increasing entrepreneurial education and entrepreneurial motivation leads to more interest in entrepreneurship among students of the diii study program refraksi optisi dan optometri aro gapopin. the research can contribute to preparing the youth to be aspiring entrepreneurs and can help the educational institution in setting a good entrepreneurship program. the research can also contribute to decrease the poverty rate and help the country to develop the economic status. the research conveys several suggestions for students of the optical refraction diii study program. the knowledge in entrepreneurship must be improved, especially in encouraging to motivate and provide direction to remain enthusiastic in shaping an entrepreneurial spirit with the support of the aro gapopin educational institution. entrepreneurial motivation in students of the diii optic refraction aro gapopin study program must remain a top priority to be developed so that they are full of enthusiasm and optimism to achieve goals in developing an entrepreneurial spirit. with strong entrepreneurial motivation, it will certainly produce individuals who can see business opportunities so it will generate young entrepreneurs full of innovation and creativity. entrepreneurship in students can be nurtured by providing entrepreneurship education through seminars and guidance from the gapopin association in opening optical business opportunities. the research has the limitation in identifying the role of entrepreneurship education and the motivation of students only in a vocational institution. further research needs to reach the youth not only in the vocational institution but also in general programs, so there will be wider population of the youth to find ways in increasing the interest in entrepreneurship. references ariyanti, a. 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(working paper). university of pennsylvania. microsoft word 08_soekarso_setting.doc 156 journal the winners, vol. 10 no. 2, september 2009: 156-163 hubungan analisis ratio keuangan dengan kesehatan perusahaan soekarso jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 soekarso@binus.ac.id abstract in the business world, companies develop a vision and mission to improve welfare in the future. the work program the company is to achieve productivity and profitability. finance in the company is one of the strategic functions that includes wealth management and transformation of added value (added value) and also the control of corporate health. the financial statements such as balance sheet (balance sheet), profit and loss statement (income statement), and financial ratio (financial ratios), reflects the company's performance and health. financial ratio analysis relates to the health of the company through a ratio of effectiveness, efficiency, productivity, profitability, liquidity, and solvability. analysis shows that whenever actual value of financial ratios is above standard it means the company is healthy, and when the actual value of financial ratios is below the standard, it reversely means that companies are not healthy. keywords: finance, financial ratio analysis, company health abstrak dalam dunia usaha, perusahaan membangun visi dan misi untuk meningkatkan kesejahteraan di masa yang akan datang. program kerja perusahaan adalah untuk mencapai produktivitas dan profitabilitas. keuangan dalam perusahaan adalah salah satu fungsi strategis yang meliputi pengelolaan kekayaan dan transformasi nilai tambah (added value) dan juga pengendalian kesehatan perusahaan. laporan keuangan seperti neraca (balance sheet), daftar rugi laba (income statement), dan rasio keuangan (financial ratio), mencerminkan kinerja dan kondisi kesehatan perusahaan. analisis rasio keuangan (financial ratio analysis) berhubungan dengan kesehatan perusahaan melalui rasio-rasio efektivitas, efisiensi, produktivitas, rentabilitas, likuiditas, dan solvabilitas. analisis menunjukkan bahwa nilai rasio keuangan aktual di atas standar berarti perusahaan sehat, dan nilai rasio keuangan aktual di bawah standar berarti perusahaan tidak sehat. kata kunci: keuangan, analisis rasio keuangan, kesehatan perusahaan risk based internal auditing .....(choirul anwar) 157 pendahuluan dalam dunia usaha organisasi atau perusahaan membangun visi dan misi masa depan yang lebih baik dalam kesejahteraan. berbasis perubahan (change) dan kewirausahaan (entrepreneurship), perusahaan merancang program kerja dalam menjalankan usahanya untuk mencapai produktivitas dan profitabilitas secara efektif dan efisien. perusahaan mengelola sumber daya 6 m (men, money, materials, machines, methods, markets) melalui poac (planning, organizing, actuating, controlling) untuk menciptakan produk yang menghasilkan nilai tambah (added value). keuangan dalam perusahaan merupakan salah satu fungsi yang strategis karena fungsi keuangan mencakup seluruh aspek peneglolaan kekayaan perusahaan, transformasi nilai tambah (added value), pengendalian kesehatan perusahaan, dan sasarannya adalah memaksimalisasikan kekayaan atau nilai perusahaan. dengan demikian, setiap transaksi dan gerak langkah kegiatan usaha mengandung nilai uang. pada kenyataannya, hal ini menunjukkan bahwa banyak di antara perusahaan yang menjalankan usahanya dapat berhasil mencapai tujuan dan begitu pula tidak sedikit terdapat kasus salah urus (mis-management) yang mengganggu stabilitas kelangsungan hidup perusahaan. perusahaan yang berhasil mencapai tujuan sudah barang tentu didukung oleh kekuatan sumber daya keuangan yang tangguh, dan sebaliknya perusahaan yang tidak berhasil mencapai tujuan biasanya terlibat masalah-masalah likuiditas keuangan. analisis keuangan (financial analysis) menghasilkan laporan dalam bentuk neraca (balance sheet) yang mencerminkan posisi keuangan pada suatu akhir periode, daftar rugi laba (income statement) yang menunjukkan prestasi keuangan selama suatu periode tertentu, dan analisis rasio keuangan (financial ratio analysis) yang menunjukkan kinerja dan kesehatan perusahaan. tingkat kesehatan perusahaan dapat dipantau melalui pengukuran dan evaluasi terhadap produktivitas dan profitabilitas secara terus menerus, di mana produktivitas memberikan informasi tentang masalah internal, sedangkan profitabilitas memberikan informasi tentang masalah eksternal. analisis rasio keuangan (financial ratio analysis) berhubungan dengan kesehatan perusahaan melalui rasio-rasio efektivitas, efisiensi, produktivitas, rentabilitas, likuiditas, dan solvabelitas. berdasarkan uraian di atas, perumusan masalah yang diangkat dalam tulisan ini adalah bagaimana hubungan analisis rasio keuangan dengan kesehatan perusahaan dalam sistem pengelolaan kekayaan perusahaan. penelitian ini bertujuan untuk mengetahui pengaruh produktivitas, profitabilitas, dan rasio keuangan terhadap kesehatan perusahaan. hasil penelitian ini diharapkan semoga dapat bermanfaat bagi semua pihak yang berkepentingan dan sebagai sumbangsih untuk kemajuan perkembangan ilmu keuangan. metode penelitian ruang lingkup penulisan karya ilmiah ini meliputi profil perusahaan sehat, analisis, pengukuran, evaluasi, perhitungan nilai rasio keuangan, dan hubungannya dengan kesehatan perusahaan. metode penelitian yang digunakan adalah studi kepustakaan (library research) yakni mengumpulkan data berdasarkan berbagai sumber tertulis dan studi lapangan (field research) yaitu mengumpulkan data dengan cara melalui kontak dengan berbagai pihak. setelah data-data tersebut terkumpul, lalu dianalisis untuk dijadikan olahan dasar, kemudian dilakukan penafsiran dari keterangan yang diperoleh dan selanjutnya dimulai penulisan. 158 journal the winners, vol. 10 no. 2, september 2009: 156-163 hasil dan pembahasan profil perusahaan sehat berdasarkan pendekatan analisis aspek keuangan, perusahaan sehat dimaksudkan adalah perusahaan yang tingkat produktivitas dan provitabilitasnya tinggi, di mana sinergi keuangan mencerminkan efektif, efisien, produktif, dan kinerja keuangan menunjukkan rendabel, likuid, dan solvable (diagramnya dapat dilihat pada gambar 1). produktivitas adalah suatu hasil (kinerja), berdasarkan perbandingan dari output (pendapatan) yang dicapai terhadap input (biaya) yang dipergunakan. (produktivitas = output : input). sedangkan profitabilitas adalah suatu hasil (margin), berdasarkan selisih dari output (pendapatan) yang dicapai terhadap input (biaya) yang dipergunakan (profitabilitas = output – input). gambar 1 diagram profil perusahaan sehat produktivitas dan profitabilitas merupakan 2 variabel atau kekuatan yang mempengaruhi tingkat kesehatan perusahaan (gambar 2). kondisi demikian seperti terlihat sebagai berikut. produktivitas tinggi menunjukan perusahaan sehat = profitabilitas tinggi; produktivitas rendah menunjukan perusahaan bangkrut = profitabilitas rendah; produktivitas rendah menunjukan perusahaan waspada = profitabilitas tinggi; produktivitas tinggi menunjukan perusahaan kritis = profitabilitas rendah gambar 2 kuadran tingkat kesehatan perusahaan indikator perusahaan sehat, yaitu produktivitas tinggi; profitabilitas tinggi; sinergi keuangan mencerminkan efektif, efisien, produktif; kinerja keuangan menunjukan rendabel, likuid, solvable; perubahan, pembaharuan, dan pengembangan dinamis; dan pemberdayaan sumber daya, asas manfaat, dan eksistensi perusahaan terjamin. risk based internal auditing .....(choirul anwar) 159 analisis rasio keuangan (financial ratio analysis) secara umum, teknik cara analisis terhadap kesehatan perusahaan dapat dilakukan dengan berbagai aspek pendekatan, antara lain melalui pendekatan analisis dari aspek keuangan. faktor-faktor variabel dalam analisis keuangan yang berhubungan dengan kesehatan perusahaan antara lain, yaitu analisis rasio efektivitas, analisis rasio efisiensi, analisis rasio produktivitas, analisis rasio rentabilitas, analisis rasio likuiditas, dan analisis rasio solvabelitas. pertama, analisis rasio efektivitas. analisis kemampuan perusahaan untuk mencapai sasaran maksimalisasi output (hasil) dalam pelaksanaan kerja. perumusan nilai rasio berdasarkan perbandingan: nilai aktual = output aktual : output rencana nilai standar = output rencana : output rencana nilai normatif = 1 atau 100% nilai aktual di atas standar menunjukkan efektivitas tinggi (efektif), dan sebaliknya nilai aktual di bawah standar menunjukkan efektivitas rendah (tidak efektif). kedua, analisis rasio efisiensi. analisis kemampuan perusahaan untuk mencapai sasaran minimalisasi input (biaya) dalam menggunakan sumber daya. perumusan nilai rasio berdasarkan perbandingan: nilai aktual = input aktual : input rencana nilai standar = input rencana : input rencana nilai normatif = 1 atau 100% nilai aktual di atas standar menunjukkan efisiensi rendah (inefisien), dan sebaliknya nilai aktual di bawah standar menunjukkan efisiensi tinggi (efisien). ketiga, analisis rasio produktivitas. analisis kemampuan perusahaan untuk mencapai sasaran optimalisasi nilai tambah (added value) dalam proses produksi. perumusan nilai rasio berdasarkan perbandingan: nilai aktual = output aktual : input aktual nilai standar = output rencana : input rencana nilai normatif = target/rencana nilai aktual di atas standar menunjukkan produktivitas tinggi (produktif), dan sebaliknya nilai aktual di bawah standar menunjukkan produktivitas rendah (non produktif). keempat, analisis nilai rasio produktivitas (nrp), yakni (1) nrp > 1 menunjukkan prestasi perusahaan produktif, di mana perusahaan mampu menghasikan nilai tambah (added value) dan memperoleh keuntungan. lebih dari itu, bila nrp tersebut pencapaiannya sama atau di atas standar, maka kegiatan perusahaan berhasil mencapai sasaran-sasaran yang telah ditentukan; (2) nrp < 1 menunjukkan prestasi perusahaan non produktif, di mana perusahaan tidak mampu menghasikan nilai tambah (added value), atau dapat dikatakan menderita kerugian; (3) nrp = 1 menunjukkan prestasi perusahaan dalam kondisi bep (break even point / titik pulang pokok), di mana hasil kegiatan perusahaan tidak untung dan tidak rugi. kelima, analisis rasio rentabilitas. analisis kemampuan perusahaan untuk mencapai sasaran optimalisasi margin (laba) dalam operasi perusahaan. perumusan nilai rasio berdasarkan perbandingan: nilai aktual = laba aktual : aset total aktual nilai standar = laba rencana : aset total rencana nilai normatif = target/rencana nilai aktual di atas standar menunjukkan rentabilitas tinggi (rendabel), dan sebaliknya nilai aktual di bawah standar menunjukkan rentabilitas rendah (tidak rendabel). 160 journal the winners, vol. 10 no. 2, september 2009: 156-163 keenam, analisis rasio likuiditas. analisis kemampuan perusahaan untuk mencapai sasaran surplus cash dalam memenuhi kewajiban (hutang) jangka pendek. perumusan nilai rasio berdasarkan perbandingan: nilai aktual = aktiva lancar aktual : pasiva lancar aktual nilai standar = aktiva lancar rencana : pasiva lancar rencana nilai normatif = 2 atau 200% nilai aktual di atas standar menunjukkan likuiditas tinggi (likuid), dan sebaliknya nilai aktual di bawah standar menunjukkan likuiditas rendah (il-likuid). ketujuh, analisis rasio solvabelitas. analisis kemampuan perusahaan untuk mencapai sasaran surplus modal dalam memenuhi seluruh kewajiban (hutang total) jangka pendek dan jangka panjang. perumusan nilai ratio berdasarkan perbandingan: nilai aktual = aset total aktual : hutang total aktual nilai standar = aset total rencana : hutang total rencana nilai normatif = 3 atau 300% nilai aktual di atas standar menunjukkan solvabelitas tinggi (solvabel), dan sebaliknya nilai aktual di bawah standar menunjukkan solvabelitas rendah (in-solvabel). tabel 1 metode perumusan perhitungan analisis nilai rasio keuangan item nilai normatif nilai standar nilai aktual efektivitas 1 atau 100% ouput rencana output aktual output rencana output rencana efisiensi 1 atau 100% input rencana input aktual input rencana input rencana produktivitas target / rencana ouput rencana output aktual input rencana input aktual rentabilitas target / rencana laba rencana laba aktual aset total rencana aset total aktual likuiditas 2 atau 200% aktiva lancar rencana aktiva lancar aktual pasiva lancar rencana pasiva lancar aktual solvabelitas 3 atau 300% aset total rencana aset total aktual hutang total rencana hutang total aktual pengukuran dan evaluasi nilai rasio keuangan pengukuran dan evaluasi terhadap nilai rasio keuangan perlu dilakukan secara periodik terus menerus untuk mengetahui tingkat kenerja dan kesehatan perusahaan pada suatu waktu tertentu (tabel 2). tehnik pengukuran dan evaluasi dapat dilakukan dengan cara memperbandingkan nilai rasio normatif, nilai rasio standar, dan nilai rasio aktual. terdapat hubungan bahwa nilai rasio keuangan aktual di atas standar (aktual > standar) mencerminkan perusahaan sehat, dan sebaliknya nilai rasio keuangan aktual di bawah standar (aktual < standar) menunjukkan perusahaan tidak sehat. risk based internal auditing .....(choirul anwar) 161 tabel 2 hubungan nilai rasio keuangan dan kesehatan perusahaan perhitungan nilai rasio keuangan neraca (balance sheet) no. item jumlah rp. no. item jumlah rp. aktual rencana aktual rencana 1. aktiva lancar 1. hutang lancar : kas bank 120.000 90.000 hutang dagang 56.000 59.000 persediaan 50.000 40.000 hutang bank 6.000 5.000 piutang 30.000 20.000 hutang lain 3.000 6.000 200.000 150.000 65.000 70.000 2. aktiva tetap 2. hutang jangka tanah 50.000 50.000 panjang bangunan 90.000 90.000 hutang bank 3.000 7.000 mesin 280.000 280.000 hutang investasi 2.000 3.000 investaris 20.000 20.000 5.000 10.000 440.000 440.000 3. modal + cadangan penyusutan -60.000 -40.000 modal 450.000 450.000 380.000 400.000 laba rugi 130.000 65.000 cadangan 10.000 5.000 3. aktiva lain 80.000 50.000 590.000 520.000 660.000 600.000 660.000 600.000 item sasaran nilai pencapaian kesehatan sasaran perusahaan 1. efektivitas output aktual > standar efektif sehat aktual < standar tidak efektif tidak sehat 2. efisiensi input aktual > standar inefisien tidak sehat aktual < standar efisien sehat 3. produktivitas added value aktual > standar produktif sehat aktual < standar nonproduktif tidak sehat 4. rentabilitas margin aktual > standar rendabel sehat aktual < standar tidak rendabel tidak sehat 5. likuiditas surplus cash aktual > standar likuid sehat aktual < standar il-likuid tidak sehat 6. solvabelitas surplus modal aktual > standar solvabel sehat aktual < standar insolvabel tidak sehat 162 journal the winners, vol. 10 no. 2, september 2009: 156-163 daftar rugi laba (income statement) no. item jumlah rp. aktual rencana 1. output (hasil) : 1. penjualan tunai 540.000 480.000 2. penjualan kredit 10.000 20.000 550.000 500.000 2. input (biaya) : 1. tenaga kerja 95.000 90.000 2. modal kerja 26.000 40.000 3. material 197.000 190.000 4. mesin & energi 36.000 35.000 5. metode sistem & informasi 40.000 50.000 6. pasar 26.000 30.000 420.000 435.000 3. laba (1-2) 130.000 65.000 4. asset total 660.000 600.000 5. produktivitas (1 : 2) 131% 115% 6. return on asset/roa (3 : 4) 20% 11% nilai rasio keuangan nilai rasio aktual, yakni sebagai berikut. efektivitas = 550.000: 500.000 = 1,10 = 110% efisiensi = 420.000: 435.000 = 0,97 = 97% produktivitas = 550.000: 420.000 = 1,31 = 131% rentabilitas = 130.000: 660.000 = 0,20 = 20% likuiditas = 200.000: 65.000 = 3,08 = 308% solvabelitas = 660.000: 70.000 = 9,43 = 943% nilai rasio standar, yakni sebagai berikut. efektivitas = 500.000: 500.000 = 1,00 = 100% efisiensi = 435.000: 435.000 = 1,00 = 100% produktivitas = 500.000: 435.000 = 1,15 = 115% rentabilitas = 65.000: 600.000 = 0,11 = 11% likuiditas = 150.000: 70.000 = 2,14 = 214% solvabelitas = 600.000: 80.000 = 7,50 = 750% nilai rasio normatif, yakni sebagai berikut. efektivitas = 100% efisiensi = 100% produktivitas = 115% rentabilitas = 11% likuiditas = 200% solvabelitas = 300% risk based internal auditing .....(choirul anwar) 163 analisis perbandingan nilai-nilai rasio normatif, standar dan aktual simpulan simpulan yang diperoleh adalah sebagai berikut. perusahaan sehat adalah perusahaan yang tingkat produktivitas dan profitabilitas tinggi, di mana sinergi keuangan mencerminkan efektif, efisien, produktif, dan kinerja keuangan menunjukkan rendabel, likuid, dan solvabel. terdapat hubungan bahwa nilai rasio keuangan aktual diatas standar mencerminkan perusahaan sehat, dan sebaliknya nilai rasio keuangan aktual di bawah standar menunjukan perusahaan tidak sehat. perusahaan sebaiknya melakukan pengukuran dan evaluasi terhadap nilai-nilai rasio keuangan secara terus-menurus, dalam hubungannya dengan usaha memantau, mengendalikan, dan meningkatkan kesehatan perusahaan. daftar pustaka affif, f., dan supandi, u. (1998). manajemen modal kerja, bandung: remadja karya cv. gaspersz, v. (2000). ciqa, cpim, manajemen produktivitas total strategi peningkatan produktivitas bisnis global, jakarta: gramedia pustaka utama. hendro dan chandra, w.w. (2006). be a smart and good entrepreneur, jakarta: cla publishing dan universitas bina nusantara. mulyadi. (1993). sistem akuntansi, yogyakarta: bagian penerbitan stie-jkpn. riyanto, b. (1978). dasar-dasar pembelanjaan perusahaan, yogyakarta: yayasan badan penerbit gajah mada. sarie, b.s. (1986). dasar-dasar akuntansi, jakarta: badan penerbit upn veteran. weston, j.f., dan thomas e.c. (1991). manajemen keuangan, edisi kedelapan jilid pertama, jakarta: penerbit erlangga. perusahaan sehat in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 131 the winners, 23(2), september 2022, 131-141 doi: 10.21512/tw.v23i2.7423 hot-fit model to measure the effectiveness and efficiency of information system in public sector elvira esperanza sala1*; apol pribadi subriadi2 1,2information system department, institut teknologi sepuluh nopember jl. teknik kimia, keputih, kec. sukolilo, surabaya 60111, indonesia 1salaesperanza1@gmail.com; 2apolpribadi@gmail.com received: 10th june 2021/ revised: 19th october 2021/ accepted: 22nd october 2021 how to cite: sala, e. e. & subriadi, a. p. (2022). hot-fit model to measure the effectiveness and efficiency of information system in public sector. the winners, 23(2), 131-141. https://doi.org/10.21512/tw.v23i2.7423 abstract the research endeavored to determine the effectiveness and efficiency of the information systems’ implementation. the research used the modified human organization technologyfit (hot-fit) as the model to measure information systems’ effectiveness and efficiency. each indicator of the hot-fit model is mapped into two categories, namely effectiveness and efficiency. data collection was conducted through interviews with the users of population administration information system (siak), and observation of activities at the public office. the data was analyzed qualitatively by assessing the achievement of each indicator of effectiveness and efficiency found in the interview and observation. it is found that effectiveness indicators are level of use, attitude, perceived usefulness, communication, availability, security, completeness, accuracy, timeliness, empathy, and transparency. meanwhile, indicators to measure efficiency are users, training, staff support, ease of use, ease of learning, response time, access to technical support, and quick responsiveness. the research also expands the scope of the hot-fit model in evaluating information systems. practically, the research can be a reference for evaluating the effectiveness and efficiency of information system implementation in the public sector. it also can be used to improve the achievement of indicators that have not achieved maximum results to improve services to the community. keywords: evaluation of information system, hotfit model, effectiveness measurement, efficiency measurement i. introduction the use of technology has covered all aspects of human life. information systems are one of these technologies. in government, the term e-government is known for using information technology in government activities. today every country needs to deal with ongoing changes in digital technology and focus on the right set of technology for the governments’ progress in delivering the public services (mittal, 2020). there are various kinds of information systems used according to each government agency's needs. to implement information system, the government has spent an extensive amount of funds. it is hoped that by using the system, the data and services will be better for the community, provide complete and accurate data, and fast and satisfying services. the significant investment of procurement and implementation of government programs requires that an assessment be carried out after the performance. evaluation is a way to evaluate the system to determine if the system is running as expected and useful for users. evaluation has three main objectives, namely: 1) to assess the extent and accessibility of the functions of the system, 2) to assess the user experience to interact with the system, and 3) to identify specific problems with the system (hendarti et al., 2018). sistem informasi administrasi kependudukan (siak), an information system that utilizes information and communication technology to facilitate the management of population administration information at every level of the government administration area. the system has been used in ende district since 2006, but there has never been an evaluation of its implementation despite some problems in giving service, especially the number of queues and the length of waiting time to process population documents. therefore, it is considered necessary to measure the effectiveness and efficiency of implementing information systems to ensure its implementation. information system evaluation is a process to explore and find out, about the sustainability of an information system implementation activities, both from the user's perception and organization in pr es s 132 the winners, vol. 23 no. 2 september 2022, 131-141 perspective, also in terms of information systems technology (puspita, supriyantoro, & hasyim, 2020). the information system evaluation is known as the human organization technology-fit (hot-fit) model. yusof, paul, and stergioulas (2006) suggest this model assign important components in information systems which are humans, organization, technology, as well their relationships’ suitability. various studies have been carried out by implementing the hot-fit model. following the initial idea of making this model evaluate information systems in the health sector, more research using the hot-fit model is carried out in the health sector. kodarisman and nugroho (2013) state that over time, studies with this model began to be carried out in another type of organization, such as the government. hot-fit model is advantageous in evaluating an information system because the aspects assessed are three main aspects in the evaluation process. however, to expand its implementation scope, the hot-fit model needs to be developed. one of the development directions is using the hotfit model domains as the tools for measuring the effectiveness and efficiency of information systems. measuring the effectiveness and efficiency of siak is essential because the result can show whether the implementation of siak in ende has met the objectives of using siak initiated by the government. hamilton and chervany (1981) state that there are two general views regarding the definition of system effectiveness. firstly, a goal-centered theory states that the system’s effectiveness is determined by comparing performance against goals. an example of a viewpoint centered on system effectiveness objectives is comparing real costs and benefits to budgeted expenses and benefits. secondly, according to the system resource view, system effectiveness is determined by achievement at the mutual stage, for example, standards for "good" practice. conceptualization of effectiveness is about the resource’s feasibility in specific task objectives. for example, communication and conflict between mis and user personnel, user participation in system development, and user job satisfaction can demonstrate the point of a system in terms of human resources. in terms of technological resources, its quality or service level can show the effectiveness. as stated by subriadi, herdiyanti, and ayundari (2015), product effectiveness is defined as the user’s achievement’s accuracy and completeness. other literature describes it as the suitability of the output and the objectives set. on the other hand, subriadi et al. (2015) suggest efficiency as the minimum use of resources to achieve optimum results. in quality management (qm), efficiency refers to doing things right. for example, whatever is done, is done most appropriately, given the availability of resources (high efficiency). on the other hand, effectiveness refers to doing the right thing, namely selecting and focusing on producing the output on demand. the word efficiency implies that one thing is better than others. in information systems, effectiveness and efficiency are often not defined explicitly but are implied in several criteria to fulfill information system objectives. based on the above definition, information systems' effectiveness and efficiency can be said as information systems with various qualities to achieve information system goals that support organizational goals using appropriate resources. hot-fit is an evaluation model developed to ensure effective implementation and positively impact implementing the health information (yusof et al., 2006). hot-fit is built on the existing information system evaluation model, namely the information system (is) success model (delone & mclean, 2003) and the it-organization fit model by scott morton. is success model is considered not to summarize the organizational factors, so it is shown in the it-organization fit model, as well as is success model provide specific evaluation dimensions and measures that are not appropriate for it-organization fit. therefore, after knowing the strengths and limitations of the two models, hot-fit is developed to complement each other in presenting a comprehensive evaluation framework. the hot-fit model and the relationship between dimensions as seen in figure 1. the research aims to expand the scope of figure 1 hot-fit model in pr es s 133hot-fit model to measure .... (elvira esperanza sala; apol pribadi subriadi) the hot-fit model into a model for measuring the effectiveness and efficiency of information systems. this measurement model is then used in siak to determine the level of effectiveness and efficiency of its implementation. ii. methods there are six stages in conducting the research: 1) literature study stage, 2) modeling and indicators classification stage, 3) mapping stage, 4) data collection and analysis stage, 5) scoring stage, and 6) measurement and categorization stage. in the literature study stage, the hot-fit model and its domain are studied, including its background and implementation over the years. this stage allows to learn the meaning of the information system’s effectiveness and efficiency and what standards can be categorized into effectiveness and efficiency. the modeling and indicators classification stage is to determine the hot-fit domains and indicators mapped to the effectiveness and efficiency categories. the research conceptual model is designed based on the hot-fit model (yusof et al., 2006), which is developed referring to the hot variable from kodarisman’s research because of the suitability of the research object. the domains are the basis of research, namely: 1) human, 2) organization, 3) technology, 4) effectiveness, and 5) efficiency. the model is seen in figure 2. each of these domains has a subdomain. subdomain and measurement indicators are: 1) system use, 2) human-user satisfaction, 3) organization structure, 4) technology-system quality, 5) technologyinformation quality, 6) technology-service quality, 7) effectiveness, 8) efficiency. the first sub-domain, system use, is also described as affecting efficiency. wibiksana (2019) state that the advantage of using information systems is to increase efficiency. buana and wirawati (2018) suggest that companies’ use of accounting information systems helps workers perform tasks more efficiently. four indicators used to represent the system use subdomain, namely training, user, attitude, and levels of use. secondly, human-user satisfaction as stated in yusof et al. (2006), is the overall evaluation of user experience using information systems and the potential impact of information systems. user satisfaction is declared to affect effectiveness. munap et al. (2018) state that user satisfaction has been widely used to measure the effectiveness of information system. user satisfaction is related to perceived usefulness, therefore, personal characteristics affect user satisfaction with information systems (yusof et al., 2006). the third sub-domain, organization structure, is the organization's nature, hierarchy, and functional division (yusof et al., 2006). top management and management information systems are organizational structure elements. therefore, organizational structure can be said to affect the effectiveness of information systems as well as efficiency. cahyaningsih (2017) finds the efficiency indicators are described by sub-indicators related to organizational structure, including employee placement according to specialization, synchronization between fields, and bureaucratic mechanisms. the indicator structure for communication and staff support is based on the research object. fourth, technology-system quality of information systems is defined as the desired characteristics of an information system with information quality according to the desired characteristics of information products. according to yusof et al. (2006), measuring system quality means to measure information processing systems. system quality reflects the effectiveness of information systems. the statement is supported by pradipta, setiawan, and lusanjaya (2017), which states that system quality is one factor that can potentially affect the effectiveness of an information system. likewise, handoko and dharmadiaksa (2017) state that the effectiveness of information is effected significant positive by the quality of information system. apart from being a factor affecting information figure 2 the proposed model in pr es s 134 the winners, vol. 23 no. 2 september 2022, 131-141 systems’ effectiveness, buana and wirawati (2018) suggest that the efficiency domain can measure information system quality. based on previous research and conformity with the research object, the system quality indicators used in the research are ease of use, ease of learning, access to technical support, availability, response time, and security. the fifth sub-domain, technology-information quality, as suggested in yusof et al. (2006), focuses on information systems’ information. weber in pradipta et al. (2017) regards information quality as one factor that can potentially affect an information system’s effectiveness. information quality also determines efficiency, wardhana and astuti (2018) suggest that information systems are expected to provide accurate, fast, and precise information. in the end, this process can shorten time without reducing the quality of data and show efficient results in presenting information for all parties. yusof et al. (2006) suggest, and wirapraja (2020) finds that the information quality indicators used in this study are completeness, accuracy, and timeliness. technology-service quality, as stated by yusof et al. (2006), that all the support of the system or technology service provider is the focus of subdomain service quality. in-law number 25 of 2009 concerning public services, there is a statement regarding increasing services' effectiveness, with cooperation between providers, that service quality is related to effectiveness. vellayati and dwihartanti (2018) state that service is directed at achieving work effectiveness and efficiency. the research will use quick responsiveness, empathy, and transparency indicators to assess service quality (yusof et al., 2006). in brief, the hot-fit model elements proposed as indicators for measuring the effectiveness and efficiency of the population administration information system are summarized, as shown in table 1. the next sub-domain is effectiveness, which has various criteria to define the effectiveness of information systems. hamilton and chervany (1981) suggest the effectiveness perspective in three levels of objectives, which is: (1) information provided by information systems and support obtained from the benefits of information systems to users; (2) use of information systems and their effect on user processes and performance in the organization; (3) the effect of information systems on organizational performance. effectiveness is closely related to efforts to achieve goals, so the point of siak in question is following the objectives of siak in government regulation number 37 of 2007, improving the service quality as well as the availability of data and information that is accurate, complete, up-to-date, and easily accessible. effectiveness in the research is measured by giving a score to each indicator representing the category of effectiveness. the calculation results are percentages to categorize the current system's level of effectiveness. lastly, hamilton and chervany (1981) suggest efficiency through: 1) definition of the need for information systems; 2) consumption of resources needed to produce information systems; 3) production capability or resource capacity; 4) the level of investment in resources. in general, the word efficiency is associated with the proper use of resources to achieve maximum results. the resources in question can be in the form of time, cost, people, and others. another literature said that the efficiency criteria are contact handling, resource utilization, and cost-efficiency. in the research, information systems’ efficiency is related to time and resources. measurement of efficiency is carried out by grouping indicators related to the appropriate use of time and resources. a score is given to each hand based on the informant's statement about the indicator's achievement. the results of the total score are categorized into efficiency levels. mapping stage is the third in the research. after defining the domains, sub-domains, and elements of the research, the hot-fit domain mapping is carried out on effectiveness and efficiency. the effectiveness criteria refer to the objectives of the siak: 1) increasing the quality of service and 2) availability of being accurate, complete, up-to-date, and easily accessible. meanwhile, the criteria for efficiency are time and resource. based on the criteria, the grouping for the hot-fit model indicator mapping on effectiveness and efficiency is shown in table 2. the mapping results show that information system implementation’s table 1 domains and indicators human organization technology system use user satisfaction structure system quality information quality service quality who uses it perceived usefulness communication ease of use completeness quick responsiveness level of use staff support ease of learning accuracy empathy training availability timeliness transparency attitude response time security access to technical support in pr es s 135hot-fit model to measure .... (elvira esperanza sala; apol pribadi subriadi) effectiveness is measured using indicators level of use, attitude, perceived usefulness, format, communication, availability, security, completeness, accuracy, timeliness, empathy, and transparency. while the indicators for measuring efficiency are users, ease of learning, training, staff support, ease of use, access to technical support, response time, dan quick responsiveness. table 2 mapping result domain-sub domain indicators effectiveness efficiency improved service quality availability of accurate, complete, up-to-date, easily accessible data time resource human system use who uses it v level of use v training v attitude (acceptance / resistance) v v human user satisfaction perceived usefulness v organization structure communication v staf support v technology system quality ease of use v ease of learning v availability v response time v security v access to technical support v v technology information quality completeness v accuracy v v timeliness v technology service quality quick responsiveness v empathy v transparency v table 3 effectiveness scoring indicator formula data requirements score range level of use scale 0 4 1. working period as siak officer 2. the researcher’s assessment of the mastery of siak officers, based on the results of interviews and observations. 0 all informants do not have the ability and experience in operating siak 1 there is 1 informant capable and experienced in operating siak 2 there are 2 informants capable and experienced in operating siak 3 there are 3 informants capable and experienced in operating siak 4 there are >3 informants capable and experienced in operating siak attitude scale 0 4 the researcher's assessment, based on the results of interviews and observations. 0 there is no informant who has a good attitude perception towards siak and is willing to use siak 1 there is 1 informant who has a bad perception of siak but wants to use siak 2 there is 1 informant who has a good perception of siak but is hesitant in using siak 3 there is 1 informant who has a good perception and attitude towards siak and wants to use siak 4 there are >1 informants have good perceptions and attitudes towards siak and want to use siak in pr es s 136 the winners, vol. 23 no. 2 september 2022, 131-141 the fourth stage in the research is data collection and analysis. since it is a qualitative research, data is collected by interviewing the officers of the population and civil registration office of ende regency and observing at the office. the research informants are determined by using purposive sampling, where the informants who match the research criteria, are officers from the department of population and civil registration of ende regency who were responsible as direct users of siak with minimum one year experience. four informants are selected: 1) database administrator, 2) network administrator, 3) family indicator formula data requirements score range perceived usefulness scale 0 – 4 the researcher's assessment, based on the results of interviews and observations. 0 there is no benefit felt by the informant 1 there is 1 benefit felt by the informant 2 there are 2 benefits felt by the informant 3 there are 3 benefits felt by the informant 4 there are > 3 benefits felt by the informant communication scale 0 – 4 the researcher's assessment, based on the results of interviews and observations. 0 absolutely nothing 1 there is communication but it is not smooth 2 there is one-way communication 3 there is two-way communication but it is not smooth 4 smooth communication is two-way availability [(average siak time available) / (total ideal time) x 100%] the researcher's assessment, based on the results of interviews and observations. 0 percentage 0% 20% 1 percentage 21% 40% 2 percentage 41% 60% 3 percentage 61% 80% 4 percentage 81% 100%. security [(number of security categories on siak) / (total ideal categories) x 100%] interview, observasion, and government rules 0 percentage 0% 20% 1 percentage 21% 40% 2 percentage 41% 60% 3 percentage 61% 80% 4 percentage 81% 100%. completeness (number of informants who stated complete + researcher's assessment) / (total opinion givers) * 100%] the researcher's assessment, based on the results of interviews and observations. 0 percentage 0% 20% 1 percentage 21% 40% 2 percentage 41% 60% 3 percentage 61% 80% 4 percentage 81% 100%. accuracy (number of informants who stated that they were accurate + researcher's assessment) / (total opinion providers) * 100%] the researcher's assessment, based on the results of interviews and observations. 0 percentage 0% 20% 1 percentage 21% 40% 2 percentage 41% 60% 3 percentage 61% 80% 4 percentage 81% 100%. timeliness (number of informants who stated correct + researcher assessment) / (total opinion givers) * 100%] the researcher's assessment, based on the results of interviews and observations. 0 percentage 0% 20% 1 percentage 21% 40% 2 percentage 41% 60% 3 percentage 61% 80% 4 percentage 81% 100%. empathy scale 0 – 4 empathy attitude in services assessed by researchers during interviews and observations. 0 no empathy 1 rarely shows empathy 2 occasionally shows empathy 3 quite often shows empathy 4 always shows empathy. transparency scale 0 – 4 2 out of 3 categories of transparency in government services are fulfilled in siak services the category of transparency of government services assessed by researchers, based on interviews and observations table 3 effectiveness scoring (continued) in pr es s 137hot-fit model to measure .... (elvira esperanza sala; apol pribadi subriadi) card operator, and 4) birth certificate operator. the data are analyzed and interpreted the meaning of each informant's statement describing each indicator. the fifth is scoring stage, in which the results of the analysis that explain each indicator are given a score, from 1-4 according to their achievement, including statements with definite values. formulas and scores for effectiveness are shown in table 3, while efficiency is in table 4. the final stage is measuring and categorization. the total score obtained from the scoring stage is calculated using the standard key performance indicator (kpi) formula: total score earned x 100% maximum score the calculation produces the value of effectiveness and efficiency value. based on these values, the effectiveness and efficiency levels are categorized, referring to table 7. iii. results and discussions based on interviews and observations at the ende district population and civil registration office, each indicator's attainments are obtained: 1) level of use, 2) attitude, 3) perceived usefulness, 4) communication, 5) availability, 6) security, 7) completeness, 8) accuracy, 9) timeliness, 10) empathy, 11) transparency, 12) users, 13) training, 14) staff support, 15) ease of use, 16) ease of learning, 17) respond time, 18) access to table 4 efficiency scoring indicator formula data requirements score range who uses it [(number of officers with appropriate qualifications for siak administrators) / (total siak officers)] x 100% information about siak officers' data through interviews and observations. 0 percentage 0% 20% 1 percentage 21% 40% 2 percentage 41% 60% 3 percentage 61% 80% 4 percentage 81% 100% training [(number of informants who have attended training) / (total informants)] x 100% the researcher's assessment, based on the results of interviews and observations. 0 percentage 0% 20% 1 percentage 21% 40% 2 percentage 41% 60% 3 percentage 61% 80% 4 percentage 81% 100% staff support scale 0 – 4 the researcher's assessment, based on the results of interviews and observations. 0 absolutely nothing 1 there is little support 2 there is enough support 3 frequently available support 4 always available support ease of use scale 0-4 the researcher's assessment, based on the results of interviews and observations. 0 very difficult to use 1 rather easy to use 2 quite easy to use 3 easy to use 4 very easy to use ease of learning scale 0-4 the researcher's assessment, based on the results of interviews and observations. 0 very difficult to learn 1 somewhat easy to learn 2 fairly easy to learn 3 easy to learn 4 very easy to learn respond time the average time the system responds to user commands the researcher's assessment, based on the results of interviews and observations. 0 > 5 minutes 1 1 min – 5 min 2 31 seconds 60 seconds 3 11 seconds – 30 seconds 4 < 10 seconds access to technical support average time to get technical support the researcher's assessment, based on the results of interviews and observations. 0 > 1 year 1 > 1 month 1 year 2 1 week 1 month 3 1 day 1 week 4 < 1 day quick responsiveness average time for people to input documents until they get a response the researcher's assessment, based on the results of interviews and observations. 0 > 1 year 1 > 1 month 1 year 2 1 week 1 month 3 1 day 1 week 4 < 1 day in pr es s 138 the winners, vol. 23 no. 2 september 2022, 131-141 technical support, and 19) quick responsiveness. each system officer is competent and mastering the use of the system. the expert’s using the system remembers their minimum tenure of a year with work frequency every day, five days a week. furthermore, the users are satisfied with the current system. feelings of satisfaction present an attitude of accepting siak to continue operating. regarding perceived usefulness, three benefits are felt directly by the informants, namely making it easier to manage population data, making work complete faster, and avoiding informants from making mistakes. in terms of communication, the activities shown by the system users indicate that there is good communication, so the process of managing population documents is smooth and quickly completed. it means the communication is frequent, continuous, and daily communication. the system is always available unless there is an internet network problem or hardware failure. thus, based on observations, the system is available approximately 36 hours a week (5 working days). the network admin’s statement regarding the fulfillment of system security standards as required is supported by observations of no security problems, system, data, or system environment. however, regarding completeness, the data contained in the system is not entirely complete. there are still unfilled fields due to limited data support, and the system has not been updated. moreover, there are still errors in inputting data and the lack of supporting data on the old version of the system, which is why the data in the system is less accurate. the timeliness promised to the community was fulfilled, following the document's time. regarding empathy, the action taken by the officer shows the act of listening to complaints from the community who are experiencing problems. although it is quite transparent in providing services, there is still a category of service transparency that has not been fulfilled, namely complaint service. most system users have a background following their duties as system officers, but not all system officer positions are available at the research object. hence, the level of achievement of this indicator is only 30%. regarding training, from the interview, information is obtained that the siak officers had attended training to support their duties as system officers. this indicator's level of achievement is not optimal (30%) because the number of system officers in ende district population and civil registration office is not by the rules due to a lack of human resources. information from interviews and observations indicates that there is support from staff for system officers, by helping each other, working together to complete tasks. the found system is easy to use, with menus and navigation easy to understand and use. besides, the system is easy to learn, especially for new users. users can quickly complete tasks using the system. it appears that the system has a menu that is easy to understand, as well as straightforward navigation, and there is a warning system, making it easier for new users to learn. the system appears to have a fast response time immediately after a user's request. once clicked, there is a response from the system. the period needed to get technical support, mostly when a technical problem occurs, is 1-7 days. based on the interviews conducted, the two informants who serve as operators state that the time needed is between 1 and 2 weeks. through observation, it is known that the time required to retrieve the queue number to enter files is a maximum of half an hour so that in a day, officers can receive more than 100 files for processing. furthermore, the community is promised to take the documents at least four days after submitting the files. therefore, the average quick responsiveness indicator is around 1-7 days. in the research, the hot-fit model is developed to measure the effectiveness and efficiency of siak. therefore, after obtaining the informants’ assessment of each indicator of effectiveness and efficiency, the measurement process is carried out according to the effectiveness and efficiency measurement tools. measurement of effectiveness uses effectiveness indicators, as presented in table 5. simultaneously, the measure of efficiency is provided in table 6. the categorization of effectiveness and efficiency is shown in table 5. table 5 effectiveness measurement indicator finding score level of use the four siak officers in ende district who were interviewed had years of experience operating siak. the entire menu, which is the users’ task, is controlled and can be handled by the siak officer. 4 attitude informants are satisfied with the current system and accept siak to operate. the development of siak, which is complete from day to day, also increases feelings of satisfaction with siak and positively influences the willingness of operators to work using siak. 4 perceived usefulness three benefits are felt directly by informants, making it easier to manage population data, make work complete faster, and avoid informants from being mistaken. 3 communication communication between siak officers is well established, two-way, and continuous every day 4 in pr es s 139hot-fit model to measure .... (elvira esperanza sala; apol pribadi subriadi) indicator finding score availability the system is always available unless a technical problem occurs. at the time of observation, siak operates normally for 8 hours a day. within a week (5 days), siak is available for 36 hours out of a total of 40 hours because there are days when siak experiences network connection problems. 4 security network security aspects have been met, while other security aspects follow sops. however, what security aspects are not explained. 4 completeness incomplete because there are developments in siak that require previously optional data input. the developments have an impact on the completeness of population data that has been stored in the database. the majority of opinion givers considered that the completeness indicator had not been fulfilled, so the percentage was 25%. 1 accuracy overall, it is not yet accurate due to inaccurate initial data and kk data without complete supporting data, resulting in errors in inputting or data inconsistencies with the population's condition. 3 out of 4 opinion respondents considered the siak data to be inaccurate so that the accuracy of the accuracy indicator was 25% 1 timeliness according to the time frame for completing each document (1 day 2 weeks), the timeliness promised to the citizen (1-2 weeks) can be fulfilled. 4 empathy informants felt empathy in providing services to residents who administer population documents, mostly if there were many queues for residents. this feeling of compassion is felt and expressed by providing tents and chairs to queue up and pay attention to the queues’ order. 3 transparency 2 out of 3 categories of transparency in government services are fulfilled in siak services 3 total score 34 based on table 5, the total domain value on the effectiveness measurement tool is 44, so the calculation of the siak effectiveness score using the standard kpi formula is: the effectiveness of siak = 34 x 100% 44 = 77,27% siak’s effectiveness value of 77,27%, based on the percentage range of categories in table 7, grouped into the very good category. this shows that the implementation of siak, from the siak management side, has met the objectives of population data collection, namely improving the quality of services and the availability of being accurate, complete, up-todate, and easily accessible data. table 6 efficiency measurement indicator finding score who uses it the compatibility between the educational background and the officer’s duties, the comparison is under permendagri number 25 of 2011, the ratio is 3: 1. however, the siak, which ten managerial positions must operate, is only filled with three places, so that the percentage is 30%. 1 training 3 out of 4 informants have attended training according to their duties as siak officers. 2 people have attended training more than once, the percentage is 75%. 3 staff support there is support from other staff, helping each other, especially if the informant has problems in his work 3 ease of use the informants questioned stated that siak was easy to use 3 ease of learning siak is easy to learn even though it takes some time to get used to. the condition can be categorized as siak as relatively easy to learn 2 respond time the design responds to user requests immediately after clicking. 4 access to technical support the time it takes to get access to technical support is 1 hour 1 week, depending on the problems at hand. on average, informants stated that technical assistance could be obtained within one day 3 table 5 effectiveness measurement (continued) in pr es s 140 the winners, vol. 23 no. 2 september 2022, 131-141 indicator finding score quick responsiveness the time needed to complete one population document is a day 2 weeks 3 total score 22 table 7 categorization (herdiyanti, hapsari, & susanto, 2019) percentage range category 81% 100% satisfactory 61% 80% very good 41% 60% good 21% 40% sufficient 0% 20% lacking based on table 6, the total domain value on the efficiency measurement device is 32, so the calculation of the siak efficiency score using the standard kpi formula is: siak's efficiency = 22 x 100% 32 = 68,75% the siak efficiency score is 68,75%, in the range of categories classified in the very good category. it shows that from the siak management side, the implementation of siak in ende district has an efficiency impact in terms of time and resources. based on the stages and results of the research, the initial hot-fit model (yusof et al., 2006) is expanded into a measurement model with each element of human, organization, and technology as an indicator. a significantly good results indicate services that have been effective and efficient. this is in line with previous research which finds that the effectiveness and efficiency of information systems in government improve the quality of government services (durachman et al., 2020). iv. conclusions the effectiveness and efficiency of siak can be a measure of the success rate of implementing siak in a region. based on the research that has been done, several conclusions have been drawn. the hot-fit model’s domains and elements have been successfully measuring the effectiveness and efficiency of siak implementation in the ende district. there are 11 indicators used in measuring the effectiveness of the implementation of information systems, namely level of use, attitude, perceived usefulness, communication, availability, security, completeness, accuracy, timeliness, empathy, and transparency. meanwhile, eight indicators to measure efficiency are users, training, staff support, ease of use, ease of learning, response time, access to technical support, and quick responsiveness. according to the measurement results, the implementation of siak in ende district reached good level for effectiveness (34 of 44), which means that the implementation of siak has realized the objectives of establishing this system well. meanwhile, it is included in the very good category for efficiency (22 of 32). the result indicates that the implementation of siak has made the document processing process more efficient in terms of time and other resources. the research provides a model for measuring the effectiveness and efficiency of the successful implementation of information systems, especially those used in the government service sector. furthermore, the research expands the scope of the hot-fit model in evaluating information systems. practically, the research is one of the references for evaluating services using siak in ende regency. improving services to the community can be achieved through improving indicators that have not yet achieved maximum results. the measurement model has only been tested on one research object in the government sector. in fact, with complete and comprehensive indicators both from the human side, as well as organization and technology, the model has the prospect of expanding its scope. further 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(2006). towards a framework for health information system evaluation. proceedings of the 39th hawaii international conference on system sciences, vol. 5. http://dx.doi.org/10.1109/hicss.2006.491 *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 141 the winners, 21(2), september 2020, 141-153 doi: 10.21512/tw.v21i2.6758 regulatory developments in the gig economy: a literature review victory haris kusuma wardhana1*; maria grace herlina2, sugiharto bangsawan3; michael aaron tuori4 1,2,3,4management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta 11530, indonesia 1victory.haris@gmail.com; 2herlina01@binus.edu; 3sugiharto.tanjung1@binus.ac.id; 4mtuori@binus.edu received: 13th november 2020/ revised: 25th january 2021/ accepted: 25th january 2021 how to cite: wardhana, v. h. k., herlina, m. g., bangsawan, s., & tuori, m. a. (2020). regulatory developments in the gig economy: a literature review. the winners, 21(2), 141-153. https://doi.org/10.21512/tw.v21i2.6758 abstract the emergence of the gig economy and its rapid growth was anticipated to play a big part in its economy. despite the enormous benefits, the gig economy business model had also attracted numerous issues in many countries and regions. the research utilized a systematic literature review (slr) methodology by snyder for analyzing regulation issues in the gig economy, which was divided into six steps, those were defining the central question, determining databases, using search string to find relevant keywords, extracting data, filtering data, and analyzing the findings to answer to the main question. the slr results show licensing and misclassifications are the most dominant factors in gig economy, while regulatory issues such as safety, tax, externalities, wage, benefit, privacy, and discrimination area are other factors in it. the most popular platform types that attract regulators are work on demand, asset rental, and crowd-work. keywords: regulatory development, gig economy, snyder literature review i. introduction rapid technology development in the 20th century has been causing massive disruptions to multiple industries and services, especially with digital platforms (zutshi & grilo, 2019). the emergence of digital media creates a new field in innovative companies to develop a new market model. transactions between supply and demand are mediated by peer-to-peer digital platforms (koutsimpogiorgos et al., 2019) this new business model consists of a two-sided market mediated by online platforms that enable paid tasks or rented goods to be carried out by independent contractors and are called the “gig economy” (koutsimpogiorgos et al., 2019). the gig economy also overlaps considerably with other concepts, such as the sharing economy, collaborative economy, and platform economy (belk, 2014; chalmers & matthews, 2019; hyman, 2018). the digital platform era is a catalyst for globalization that transcends national boundaries and fosters better cross-country flows (lund & tyson, 2018). the expanse of digital technologies is changing all types of global flow, such as goods, services, money, and people. more corporations have turned into global supply chains in the last few years to survive crosscountry competition (childerhouse & towill, 2003; gereffi, 2011). systemic and strategic coordination of global supply chains is crucial to increase competitive advantage (council of logistic management, 2006; mentzer, 2004). as gig economies have become increasingly powerful, every company operating in a global supply chain will need to align their supply chain strategy with the platform economy to help lower cost and differentiate service to its customers. while businesses in the digital era are famous for demand spikes and crashes, gig workers' flexibility characteristic can overcome this inherent problem with current business management. many companies have leveraged the gig economy as a solution for temporary hiring in their supply chain. limiting new hires and utilizing freelance workers will create a more adaptive and flexible workforce in the supply chain without changing the business (foote & folta, 2002; tan et al., 2013). in this way, companies can maintain their competitive advantage by lowering costs and focusing on core business processes. therefore, the gig economy has become more relevant and crucial, 142 the winners, vol. 21 no. 2 september 2020, 141-153 especially in managing global supply chains (shukla, garg, & agarwal, 2011). in the upcoming years, the gig economy is anticipated to comprise a substantial portion of the economy with severe economic implications. the emergence of digital platforms mediating flexible labor fits in a long-term trend towards labor market flexibility and contingent work (estlund, 2018; hyman, 2018; stanford, 2017). a report by the pricewaterhousecoopers (pwc) emphasizes the potential of five key gig economy sectors (automotive, hospitality, finance, staffing, and media streaming) by forecasting earned sales revenue of us$335 billion in 2025 compared with only us$15 billion in 2015 (pwc, 2015). of one the leading examples of a company in the gig economy are uber, that offers ride-sharing services with over 3 million active drivers worldwide, completing more than 15 million trips each day (bhuiyan, 2018). another example is airbnb that disrupted the hospitality industry by lowering prices per night by us$100 compared to its traditional hotel competitors in major cities such as london, paris, and new york city (yaraghi & ravi, 2017). in contrast to the enormous growth potential of the gig economy, the current regulation is considered to be unsuitable for the gig economy and its workers (kennedy, 2016; nurvala, 2015; ljungholm, 2018). the crucial regulation issue is whether gig workers are more appropriately classified as independent contractors or as employees (cunningham-parmeter, 2016; munkøe, 2017). various lawsuits have alleged that gig economy platforms have misclassified their workers into independent contractors to evade employment laws (cherry, 2016; oei & ring, 2019; schor, 2018). it is considered one of the main issues in the gig economy since worker classification eventually will affect many factors such as worker benefits, worker taxation, firm profitability, and other legal aspects as well (munkøe, 2017; oei & ring, 2019; snider, 2018). rogers (2015) states that in reality, while gig workers do not fit into either the employee or independent contractor categories, they should be treated as employees to counter the ‘unequal bargaining power’ between them and the platform company. litigations and widespread confusion of how gig workers should be classified has also created new points of view on how a new hybrid category should be created, situated between the categories of employee and independent contractor (cherry & aloisi, 2016; kennedy, 2016). these issues about employment relationship are also closely linked with the well-being of gig workers, as research has shown that the average uber driver only earns approximately minimum wage, and potentially less, after considering gas and the maintenance of their vehicle (bogage, 2016; pelzer et al., 2019). a short history of how the word “gig” illustrates the gig economy is described by parigi and ma (2016). as a term that was initially used in the 1920s by jazz musicians, the gig was slang for a recording session, live concert, or other musicians (dalzell & victor, 2012). however, jack kerouac, for the first time, used the word gig outside the music industry, to describe a temporary job (parigi & ma, 2016). jones (2011) generally define that a gig is a single performance by a musician or a short-term job. a more “gig economy” relevant definition is stated by bernhardt (2014) saying that gig is a unique subset of contingent work, which has grown since the most recent recession. however, absolute numbers are still small and difficult to track. referring gig to contingent work was first used by journalist tina brown (mckinsey & company, 2016). characteristics of contingent work reflect gig workers nowadays, such as temporary, contract based, and providing little or no benefits. after reviewing characteristics from the word “gig”, people can understand more about the gig economy's dynamics from the word “economy”. samuelson (1997) defines economy (originally from greek ‘oikonomos’ – ‘household management’) as a study of how societies use scarce resources to produce commodities and distribute them among people (samuelson, 1997). more straightforwardly, marshall (2013) defines economy as a study of humankind in the ordinary business of life. it examines the part of individual and social action that is closely linked with the use of the material requisites of well-being. james (2014) adds a more general term of economy as a scope of production, distribution, and trade and the consumption of goods and services by different agents. in broader sense, economy is defined as a social domain that emphasizes the practices, discourses, and material expression associated with the production, use, and management of resources. however, all these definitions do not cope well with the advancement of technology that develops new market models that establish entirely new concepts. especially since the world is entering the industry 4.0 era with the emergence of digital platforms (zutshi & grilo, 2019), the power of knowledge and its influence in the economy become more apparent than ever, mainly in the case of the gig economy. a more relevant definition of the economy for the 21st century is the study of how humans use knowledge to identify resources and use these scarce resources to create, using expertise and commodities, and distribute them among people (khumalo, 2012). in the case of the gig economy, implementation of this definition is how platform companies use information through their apps to bridge demand and supply between individuals to create new platform-based business models. given the novelty of the gig economy, there is no specific and shared definition of the gig economy for now (schor, 2014). however in recent years, many scholars have created different constructs of the concept based on their discipline (pettersen, 2017) as gig economy has captured more public interest (kaine & josserand, 2019; minifie, 2016). however, definitions of the gig economy are controversial and significantly various (schor, 2014). furthermore, the diversity of terminology makes it challenging for scholars to clearly define the concept. within the broader perspective of the concept, 143regulatory developments in the gig economy..... (victory haris kusuma wardhana, et al.) the gig economy involves two forms of work: crowdwork and work on demand (de stefano, 2016; veen et al., 2020). crowd-work platforms trade primarily in microtasks as extremely parceled, menial, and monotonous activities that require some sort of judgment that computers are unable to execute (irani, 2015; lloyd, 2017). this category leverages specific professional expertise to deliver work online (veen et al., 2020). meanwhile, work on demand differs from crowd work as it involves real-world services rather than virtual tasks (stewart & stanford, 2017). jobs in this category are more related to traditional working activities such as transport, cleaning, and running errands offered and assigned through the platform (de stefano, 2016). based on characteristics, the gig economy involves exchanging labor for money between individuals or organizations via digital platforms that facilitate providers and customers on a short-term and payment by task basis (lepanjuuri, wishart, & cornick, 2018). the oecd journal also similarly defines the gig economy, by limiting it as platforms that match workers on one side of the market to customers on the other side on a one-time basis (schwellnus et al., 2019). the similarity between these two definitions is that they exclude people who use digital platforms to provide utilized assets that are not precisely labor-related, such as airbnb (lepanjuuri, wishart, & cornick, 2018). it is argued that the utilization of assets is more suited to the sharing economy as a broader scope (dazzi, 2019). meanwhile, the gig economy is only focused on work through online platforms (brinkley, 2016). however, many scholars and journalists have already included airbnb as a part of the gig economy rather than the sharing economy (newcomer, 2020; liu, 2019; bernick, 2019; oei & ring, 2019; parigi & ma, 2016). at first, ‘sharing economy’ has been the more dominant term to describe new firms, especially platform businesses, since 2010 (sundararajan, 2014). the gig economy's shift derives from an emerging sense that the sharing economy is not a proper name for an apparent commercial sector (li & ma, 2019; slee, 2017). there are also legal reasons regarding the term ‘sharing economy,’ especially in ambiguity on worker classification, taxation, public accommodation law, and other regulations behind the word (berke, 2016). it is argued that the sharing economy definition is no longer useful in scoping the gig economy (oei & ring, 2019). therefore, it is proposed that the gig economy definition for the research includes asset rental because hospitality industry platforms such as airbnb have a far-reaching impact (armitage & cordova, 2017; kaplan & nadler, 2015; wegmann & jiao, 2017). a relevant definition for gig economy is a new business model consisting of a two-sided market mediated by online platforms. it enables paid tasks or rented goods to be carried out by independent contractors (koutsimpogiorgos et al., 2019). after reviewing several definitions, the existing framework and the substantial differences in the gig economy definition can be seen (kuhn & maleki, 2017; stewart & stanford, 2017). despite the lack of agreement between researchers, it is still possible to differentiate four gig economy (koutsimpogiorgos et al., 2019). as explained in figure 1, there are four dimensions. figure 1 narrow and broader characteristics of the gig economy (koutsimpogiorgos, slageren, & herrmann, 2019) first, online platform versus offline intermediation is where most scholars define the gig economy's main feature as online platforms (lepanjuuri, wishart, & cornick, 2018; schwellnus et al., 2019). however, there are opposing points of view that do not consider online platforms as a criterion. instead, they understand the gig economy as a phenomenon which includes all flexible work arrangements of independent contractors (friedman, 2014; kuhn & maleki, 2017). the second dimension is independent contractor versus employee, which many consider one of the main issues in the gig economy (de stefano, 2016; oei & ring, 2019; risak & prassl, 2016). worker classification affects many factors such as workers benefits, workers taxation, firm profitability, and other legal aspects (oei & ring, 2019). the third one is paid versus unpaid, in which most definitions solely focus on the gig economy as paid work (de stefano, 2016; kuhn & maleki, 2017; oei, 2018). however, there is a substantial component of unpaid work associated with paid work in the gig economy, such as outstanding waiting time for couriers (koutsimpogiorgos et al., 2019). the last dimension is services versus goods, in which most authors mainly exclude rented goods platforms such as airbnb in the gig economy (lepanjuuri, wishart, & cornick, 2018; schwellnus et al., 2019). however, it is argued that rented goods, such as becoming an airbnb tenant, also require accommodation services (frenken, et al., 2019). aside from the dimensions proposed by koutsimpogiorgos et al. (2019) to define the gig economy, another framework by dazzi (2019) is considered to be relevant as well. the framework combines popular dimensions from various authors (de stefano, 2016; graham & shaw, 2017; mckinsey & company, 2016) and includes asset rental as part 144 the winners, vol. 21 no. 2 september 2020, 141-153 of the gig economy. through the framework, dazzi (2019) states that the gig economy involves three forms of work. the first one is crowd-work, in which many people work on individual tasks for a company similar to self-employed freelancers (jäger et al., 2019). this category leverages specific professional expertise to deliver work online (veen et al., 2020), such as programmers, freelancers, professionals, or individuals that work from home. these are platforms that operate globally like upwork, amazon mechanical turk, freelancer, and others. the second one is work on demand. each task is involved with real-world services rather than virtual studies (stewart & stanford, 2017), usually related to traditional working activities such as transport, cleaning, and running errands (de stefano, 2016). these are platforms that operate locally such as uber, lyft, grab, and others. the last one is asset rental, in which the focus is on the renting and leasing of goods and property. a famous example is airbnb, which provides an online accommodation platform connecting tourists with property owners (coyle & yeung, 2017). to understand more about how the platforms work in the gig economy, it is essential to look at the platform model by constantiou characterized by the control exerted by platform owners and the rivalry among platform participants (constantiou et al., 2017; wiener, cram, & benlian, 2019). based on these two dimensions, constantiou et al. (2017) differentiates among four types of platforms as seen in figure 2: 1) gardeners, which focus on offering an infrastructure for a community to use while setting only minimum standards for platform participation and fostering low rivalry among participants; 2) chaperones, characterized by a low standard created by platform owners and intense rivalry among its participants; 3) franchisers, which features ride-hailing platforms such as uber, which exercise tight control and promote intense rivalry among drivers; 4) principals, which exercise tight control and low rivalry among its participants to mitigate risk and maintain costs. figure 2 typology of gig economy platforms (constantiou et al., 2017; wiener et al., 2019) another different but similar model by kalleberg & dunn (2016) is used to control and wages for the primary dimension to determine job quality types. the control dimension is different from the constantine model. instead of referring to control exerted by a company, it relates to worker control over work content and timing. the second dimension is the wage level, usually defined by the skill required to do the work. there are four types of platforms, as shown in figure 3. the first platform is high wage/high worker control characterized by online freelance platforms such as upwork. employers usually offer relatively high skilled jobs that pay relatively high wages, such as software development or design. secondly, high wage/low worker control are characterized by local aspects such as transportation and delivery tasks. these platforms typically operate in big cities, so workers can generally earn higher than minimum wage. however, tight regulations are usually exerted by the venue, leaving workers with lower control. thirdly, low control/low wages are characterized by crowd work, for example, amazon mechanical turk. employers usually set the wage without the workers’ input but permit workers to reject the tasks outright. tasks in crowd work are generally straightforward and hence pay very little. the last one is high control/ low wages. in this category, there are no identified platforms as of now. considering the gig economy’s relevance with supply chain optimization, it is essential to understand more about the gig economy’s current state and potential problems. therefore, the research aims to analyze regulation implementation in the gig economy based on prior study and regulation. it is vital to fit clarification the characteristics and dimensions of the gig economy to go deeper into the regulatory issues. the research begins with a brief literature review of the gig economy’s origins and definitions, followed by topics such as existing models and dimensions. figure 3 job quality types in the gig economy (kalleberg & dunn, 2016) ii. methods the research focuses on finding related studies in the regulation of the gig economy. it is utilized by a slr technique by snyder (2019) for analyzing regulation implementation in the gig economy based on prior study and exploration. this technique is divided into six steps: 1) defining the central question as explained in the introduction; 2) determining databases; 3) using search string to find relevant 145regulatory developments in the gig economy..... (victory haris kusuma wardhana, et al.) keywords; 4) extracting data; 5) filtering data; and 6) analyzing the findings to answer to the main question. before conducting a keyword search, it is essential to determine the sources that will be used with search process. these are the following databases for the slr: 1) science direct (www.sciencedirect. com); 2) wiley online library (www.onlinelibrary. wiley.com); 3) emerald insight (www.emeraldinsight. com); 4) springer link (www.link.springer.com); 5) sage hub (www.journals.sagepub.com); 6) taylor francis online (www.tandfonline.com); 7) aisel library (www.aisel.aisnet.org); and 8) ieeexplore digital library (www.ieeexplore.ieee.org) the search string is conducted in the content and abstract of the selected sources. the defined search string is: (“gig economy” or “platform economy” or “sharing economy” or “collaborative economy”) and (“regulation” or “law” or “rule” or “legal” or “misclassification”). the slr process started with 5.783 research narrowed into 134 reviews by filtering relevant titles. from the previous filtering, 54 research are found and read thoroughly to evaluate the content. research with no correlation with the topic are excluded. subsequently, 46 studies are included in the analysis. table 1 summarizes the data extraction process. table 1 data extraction stages sources found candidate (title) candidate (abstract) selected science direct 1.820 29 12 11 wiley online library 772 19 10 9 emerald insight 500 8 3 1 springer link 1.251 17 7 6 sage hub 699 26 14 13 taylor francis online 533 21 6 5 aisel 201 7 1 1 ieee 7 7 1 0 total 5.783 134 54 46 iii. results and discussions there are 46 identified papers which are based on regulatory issues concerning the gig economy. this section provides the slr results by presenting publication trends, publishing outlets, and regulation mapping based on the literature. the frequency of studies published between 2016-2020 can be seen in table 2 and figure 4. the researchers see that the gig economy, especially concerning regulation, is a recent phenomenon since 2016. the most productive year is 2019, with 20 publications that account for 43% of all studies. the increase in publications for 2019 is caused mainly by studies analyzing emerging regulations in china, europe, and southeast asia. the second most productive year is 2017, with 14 publications that account for 30% of all studies. the increase in publications for 2017 is caused mainly by research analyzing europe's regulations, as scholars become more concerned about the rapid growth of the gig economy in the region. table 2 frequency of studies year # % 2016 2 4,35% 2017 14 30,43% 2018 7 15,22% 2019 20 43,48% 2020 3 6,52% total 46 100% figure 4 study trend over the year table 3 shows the use of some of the most famous journals in the review such as transfer, which is a journal about european review of labor and research (4 papers), computer law & security review (3 papers), environmental innovation and societal transition (2 papers), and transportation research procedia (2 papers). the rest of the journal articles or conference proceedings used in this literature review consist of one paper only, as seen in table 3. overall, 39 journals are used in the research. after filtering and analyzing the systematic literature review, the results are decided to use regulation mapping based on three dimensions, 146 the winners, vol. 21 no. 2 september 2020, 141-153 including platform types, scholar perspectives, and regulation issues. this way will help comprehend the current trends of regulation, especially on the gig economy. it is relevant to define the types of platforms to identify which kind of media attract regulators’ attention the most and why. for platform types within the gig economy, the research uses dazzi's framework combining the popular dimensions from several researchers (de stefano, 2016; graham & shaw, 2017; mckinsey & company, 2016). this framework classifies the gig economy platform into three types. table 3 source of publications journal / conference name # % transfer 4 8,70% computer law & security review 3 6,52% environmental innovation and societal transitions 2 4,35% transportation research procedia 2 4,35% competition and regulation in network industries 1 2,17% policy sciences 1 2,17% journal of law and society 1 2,17% australian journal of public administration 1 2,17% strategic change 1 2,17% critical criminology 1 2,17% journal of cleaner production 1 2,17% economic affairs 1 2,17% new labor forums 1 2,17% economic and labour relations review 1 2,17% regional studies, regional science 1 2,17% environment and planning a 1 2,17% challenge 1 2,17% case studies on transport policy 1 2,17% journal of business ethics 1 2,17% european journal of social security 1 2,17% journal of economics and management strategy 1 2,17% european labour law journal 1 2,17% land use policy 1 2,17% geojournal 1 2,17% policy and internet 1 2,17% industry and innovation 1 2,17% political quarterly 1 2,17% information technology and tourism 1 2,17% research in the sociology of organizations 1 2,17% intereconomics 1 2,17% the economic and labour relations review 1 2,17% transportation research part b: methodological 1 2,17% transnational legal theory 1 2,17% urban policy and research 1 2,17% 40th international conference on information systems, icis 2019 1 2,17% international journal of contemporary hospitality management 1 2,17% urban studies 1 2,17% international journal of tourism cities 1 2,17% international review of law, computers and technology 1 2,17% total 39 100% 147regulatory developments in the gig economy..... (victory haris kusuma wardhana, et al.) crowd-work is a type of medium in which many people work on individual tasks for a company that is similar to a self-employed freelancer. it used specific professional expertise to deliver online (jäger et al., 2019; veen et al., 2020). some popular crowd-work platforms are upwork, amazon mechanical turk, and freelancer. work on demand is a type of platform that involves real-world service rather than virtual tasks. it is usually more related to traditional working activities such as transport, cleaning, and running errands (de stefano, 2016; stewart & stanford, 2017). some famous work on-demand platforms are uber, lyft, grab, and gojek. asset rental is a type of platform that involves the renting and leasing of goods and property. the most popular asset rental platform is airbnb which provides an online accommodation application connecting tourists with property owners (coyle & yeung, 2017). scholar perspectives are essential to identify the points of view regarding the gig economy, as there is an on-going argument among scholars between those arguing against regulations or in favor of some rules (codagnone & martens, 2016; pawlicz, 2019). regarding rules in the gig economy, it is decided to classify three perspectives—pros, cons, and neutral. in pros, scholars who agree with the gig economy concept support regulative leniency towards the gig economy platform. arguments against regulation from this perspective are that strictness can limit innovation, protect incumbents, not customers, and limit property rights (pawlicz, 2019). in cons, scholars who disagree with the gig economy concept support some regulations or propose a complete ban towards gig economy platforms. the gig economy rules can cause unfair competition, negative externalities, information asymmetries, and intermediaries monopolistic (pawlicz, 2019). neutral is a perspective where scholars observe the gig economy objectively and fairly, considering its advantages and disadvantages without choosing sides. therefore, they usually try to present a balanced argument towards platform regulation. the worldwide emergence of the gig economy platform has turned attention to these business models (belk, 2014; belk et al., 2019). defining and classifying regulatory issues are crucial to understand the current situation concerning regulation in the gig economy. each country and city have their unique issues regarding platform legitimacy. the research classifies regulatory matters regarding the gig economy into several categories as seen in figure 5: 1) licensing; 2) externality; 3) misclassification; 4) benefits; 5) wages; 6) taxes; 7) safety; 8) privacy; and 9) discrimination. licensing is needed as local regulation that has not kept up with platform business models (kennedy, 2016; nurvala, 2015; ljungholm, 2018), license to operate becomes a significant issue encountered by many platforms, especially with platform types that are more involved with local regulation, such as work on demand and asset rental. licensing requirements are often accompanied by quality and safety standards that are applied to incumbent industries, but usually, the gig economy platforms appeal that they are merely acting as a technological platform, not a service company (codagnone et al., 2018; mckee, 2017; yuana et al., 2019). applying traditional regulation to the gig economy platforms usually mix political process with incumbent industries and on-going concern regarding a level playing field (jiang & zhang, 2019; sinclair, 2016; williams & horodnic, 2017). externality issues are costs that affect a third party caused by gig economy activity such as noise, traffic, disturbing residential area, unsafe and uninsured cars, increased cost of housing, and others adverse effects affecting a third party (codagnone et al., 2018; mckee, 2017; munkøe, 2017; park, 2019). in various research, externalities have become dominant topics in the gig economy. misclassification concerns whether gig workers are more appropriately classified as independent contractors or as employees and have sparked fierce debate globally (cunningham-parmeter, 2016; munkøe, 2017; zhang, 2019). various lawsuits have alleged that gig economy platforms have misclassified their worker into independent contractors to evade employment law (cherry, 2016; oei & ring, 2019; schor, 2018). there are also growing recommendations from scholars to create a hybrid category, situated between the employee and independent contractor categories (cherry & aloisi, 2016; frenken et al., 2019; kennedy, 2016). the scope of services varies a great deal, and as for now, many workers in the gig economy receive few benefits or not at all. (etzioni, 2018). benefits are usually linked with misclassification as employee benefits are typically tied to a worker’s legal status (cherry, 2016; zwick, 2018). it is argued that platform companies use independent contractor status as a tool to evade essential benefits such as overtime pay, health care, vacation days, and unemployment insurance (goodwin & maconachie, 2011; minter, 2017; snider, 2018). wages of gig workers is related to classification issues about employment relationships, considering independent contractor status is not covered with minimum wages and other requirements under traditional employment law (campbell & peeters, 2008; dudley et al., 2017; holley, 2014; minter, 2017; ravenelle, 2019). many scholars have started to impose minimum wage regulations for gig workers as many platforms are considered to pay below minimum wage (bogage, 2016; etzioni, 2018; li et al., 2019). taxes have become famous and controversial topics in regulating gig economy platforms (oei & ring, 2019; zhang & kien, 2019). it is argued that income accumulated from media largely escapes tax authorities' attention, as most gig workers fail to report income from platforms (berger et al., 2020; codagnone et al., 2018; groen & maselli, 2016; munkøe, 2017). safety issues concern two sides of the economic platform in the gig economy. those are consumer and labor protection (codagnone et al., 2018; frenken et 148 the winners, vol. 21 no. 2 september 2020, 141-153 al., 2019). as gig platforms can only work so far with some trust established between strangers, media starts to recognize the importance of safety, focusing on user liability and insurance (codagnone et al., 2018; munkøe, 2017). recently safety issues regarding customer protection have become one of the popular topics in the gig economy. it is a crucial factor of public interest (frenken et al., 2019; mckee, 2017; zhang & kien, 2019). privacy is needed because all gig economy platforms collect personal data, so it raises questions about confidentiality given some of these data (codagnone et al., 2018; frenken et al., 2019; mckee, 2017). there has been a strong allegation against various platforms regarding privacy (zhang, 2019; zhang & kien, 2019). however, there are still very few regulations addressing privacy issues directly, and platforms take initiatives to set their own rules of play by using contractual terms between user and platform (mckee, 2017; wahyuningtyas, 2019). as for now, many workers in the gig economy are not protected from discrimination (etzioni, 2018; mckee, 2017). although various platforms have anti-discrimination policies, there is growing evidence that platform business models' nature may enable person-to-person discrimination either through rejecting other user service requests or through rating systems (edelman & luca, 2014; einav, farronato, & levin, 2016). following the three dimensions stated earlier, the researchers analyze 46 studies about regulation to decide which platform types to focus, understand writers’ perspectives about the gig economy, and identify what types of regulatory issues are being mentioned. there are three dimensions to analyze regarding regulation in the gig economy. the researchers are going to break down each of the three measurements to examine the result. the first dimension is the platform type to identify which platform types attract the regulator's attention the most. as shown in figure 5, the dominant platform type that attracts the regulator's attention is to work on demand. work on demand’s popularity regarding regulation issues can be explained by the work's physical nature that attracts more local topics such as licensing and misclassification. next is asset rental which airbnb represents as the most popular platform type. airbnb has successfully attracted regulators regarding externality issues created by the platform (lima. 2019). the least popular platform concerning regulators is crowd-work, but it is not surprising that the crowd works entirely online. it results in less attention from local regulators, unlike work on demand and asset rental platforms that are more physical. the second dimension is the scholar perspective to identify scholar points of view regarding the gig economy and its correlation with regulation. based on figure 5, researchers conclude that scholars' points of view regarding the gig economy and regulation are evenly distributed among the 46 studies. scholars who disagree with the gig economy are rooting for stricter regulation, stressing the business model's neoliberal and exploitative nature. meanwhile, scholars who agree with the gig economy concept are rooting for better code to accommodate the platform business model. the third dimension is regulation issues to help define the current situation and trends concerning figure 5 three dimensions of analysis in gig economy 149regulatory developments in the gig economy..... (victory haris kusuma wardhana, et al.) regulation in the gig economy. as shown in figure 5, it can be seen that license is the highest regulation issue. licensing frequently occurs since it has become fundamental to platform growth to have licenses for operating in a city or country, especially with work on demand and asset rental platforms that usually have standards and regulations applied to incumbent companies. next is misclassification, referring to the employment relationship ambiguity of gig workers and media. the importance of the misclassification issue is explained by the nature of the employment relationship that will define the outcome of the other problems, such as benefit and wage. the next points are safety and tax, which have the same literature frequency, as seen in figure 5. safety concerns in the gig economy are crucial because it is directly affecting the platform's reputation. therefore, platforms are developing many policies to ensure the safety of customers and workers. the tax has also become a highlighted issue by authorities, as most gig workers do not report income from platforms. furthermore, tax authorities do not have access to detailed data about workers’ income through the platform which is eventually related to privacy issues. the next two issues are externalities and wages which have the same literature frequency as seen in figure 5. while externalities can also happen on work on-demand platforms, the issue is mostly highlighted on asset rental platforms. regarding wages, it usually depends on the outcome of the classification issue about the employment relationship. the next issue is the benefit, which also relies on the creation of the classification issue. next is privacy, followed by discrimination issues. privacy and discrimination are seldom addressed in research since traditional regulation has not kept up with these purely contemporary issues caused by platform business models. iv. conclusions the gig economy has become more relevant than ever, especially with supply chain management integrating flexible workforce to gain competitive advantage. it is crucial to analyze the gig economy's current situation to understand where the concept stands fully. given that many regulations are not suitable for the gig economy concept and its workers, this will eventually create many issues for gig economy platforms and regulators in many countries. the research aims to address the regulatory problems within the gig economy using the systematic literature review (slr) methodology. according to the slr analysis, licensing (found in 29 studies) and misclassification (found in 22 reviews) are the most dominant regulatory issues regarding the gig economy. license to operate has become a significant issue worldwide, especially in demand and asset rental platforms, because of regulators' inability to address this entirely new gig economy and business model. the misclassification of gig workers has become a significant issue since the outcome will affect other vital matters, such as benefits and wages. besides licensing and misclassification, other things are safety, tax, externalities, salaries, benefits, privacy, and discrimination. moreover, the most popular platform types that attract regulators are work on demand, followed by asset rental, and the last is crowd-work. the dominance of work on demand and asset rental platforms in research on regulation is caused by both platform types' physical nature and attracting more local regulators. however, regulators and scholars also need to focus their attention on crowd-work platforms as they may have many unaddressed labor issues. the integration of the gig economy in supply chain management will be ineffective if the licensing issues are not addressed. legal regulations' incapability to address this issue has caused significant drawbacks among several stakeholders and economic efficiency. to integrate the gig economy into business management, it needs to pay close attention to the platform's legitimacy or company that they intend to use. this way, the integrated supply chain can be safe from litigation and bad publicity. furthermore, more legitimate platforms will ensure efficiency and effectiveness in the system. besides creating legal frameworks for platforms, technology's importance also has to overcome several gig economy issues, especially concerning misclassification. gig workers are generally classified as independent contractors, which awards them unequal bargaining power. social web software should be introduced to accommodate workers to form an online community tailored for gig workers. therefore, gig workers can increase their bargaining power and other advantages, such as networking and skill development. another critical issue that can be addressed with technology is privacy. while data in gig platforms contain sensitive information, there are no rules regarding data safety and how company platforms can use this information. therefore, there is a need for data protection standards developed by regulators to overcome data management issues. the research has several limitations. based on the nature of the systematic literature review methodology, restricted access to the number of databases and research has become one limitation. the next hurdle is the characteristic of the general studies used for the slr, which is dominated by the western world, such as countries from north america, europe, and australia. regulatory issues regarding the gig economy may apply differently in developing countries from asia, africa, and south america. the research proposes a direction of future research regarding regulations in the gig economy based on theoretical work with further fact-based evidence. therefore, future research is proposed to use the development of the research as an instrument to be tested with an empirical approach. 150 the winners, vol. 21 no. 2 september 2020, 141-153 references armitage, a. 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(2018). welcome to the gig economy: neoliberal industrial relations and the case of uber. geojournal, 83(4), 679-691. https://doi.org/10.1007/s10708-0179793-8. vol. 23 no. 2 september 2022 winnersthe journal p-issn: 1412-1212 e-issn: 2541-2388 editor in chief arta moro sundjaja bina nusantara university, indonesia managing editors noerlina bina nusantara university, indonesia christian harito bina nusantara university, indonesia editor board dhiresh kulshrestha university rajkot-gujarat (india), india martin thomas falk university of south-eastern norway, norway prof. sangeeta sahney indian institute of technology kharagpur, india sivadass thiruchelvam universiti tenaga nasional putrajaya, malaysia yudi fernando universiti malaysia pahang, malaysia elia ardyan universitas ciputra surabaya, indonesia hendry hartono bina nusantara university, indonesia sevenpri candra bina nusantara university, indonesia language and layout editor shavira sarashita bina nusantara university, indonesia dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat dewi novianti bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winners focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been acredited by dikti under the decree number 158/e/kpt/2021 (sinta 2) and indexed by directory of open access journals (doaj), academic research index (research bib), microsoft academic search, garda rujukan digital (garuda), bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl. kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: thewinners@binus.edu, https://journal.binus.ac.id/ index.php/winners contents tuti eka asmarani; endah ayu ningsih domestic credit and stock market impact on economic growth: a new evidence in five asean countries ..... 95-102 r. agoes kamaroellah; moh. syafik regional budget management performance at regional finance agency of pamekasan regency ................. 103-112 steven lesmana; sumani abnormal return analysis before and after general election in asia .................................................. 113-119 ken sudarti; putri wira paramita dewi improving marketing performance and product innovation capability through digital knowledge sharing: a case study in smes’ food processing............................................. 121-130 elvira esperanza sala; apol pribadi subriadi hot-fit model to measure the effectiveness and efficiency of information system in public sector .............. 131-141 grasheli kusuma andhini; fauzia qurani andanawarih the importance of brand stories towards brand perception and purchase intention in gen z indonesians ..... 143-152 nureni sanusi alaka; obasuyi okogua evaluating the effects of entrepreneurial orientation and managerial skills on small and medium enterprises performance in lagos state ..................................... 153-160 readdy aria yendola; nila armelia windasari the role of threshold of free shipping promotion and product type on impulsive buying behaviour in e-commerce platform .................................................................... 161-171 muhammad hasnin; musdar muhammad; irfandi buamonabot decentralization and managerial performance: a mediated budget participation on the village government in west halmahera regency ......................... 173-180 sri bramantoro abdinagoro; mohammad hamsal strategic marketing approach of indonesia aluminium mineral industry: upstream and downstream analysis.. 181-188 daniel kurniawan; elia ardyan; istiatin; luhgianto the social capital in family firms: impacts on family-longevity-goals and performances ........................ 189-198 index ............................................................................................................................. 199-203 p-issn: 1412-1212 e-issn: 2541-2388 vol. 23 no. 2 september 2022 winnersthe journal *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 75 the winners, 22(1), march 2021, 75-88 doi: 10.21512/tw.v22i1.7073 the acceptance technology model for adoption of social media marketing in jabodetabek adeline hope pranoto1; paul lumbantobing2* 1,2department of management, universitas pelita harapan mh. thamrin boulevard 1100, kelapa dua, tangerang, banten 15811, indonesia 1ahp1299@gmail.com; 2paul.lumbantobing@gmail.com received: 18th february 2021/ revised: 23th march 2021/ accepted: 30th march 2021 how to cite: pranoto, a. h. & lumbantobing, p. (2021). the acceptance technology model for adoption of social media marketing in jabodetabek. the winners, 22(1), 75-88. https://doi.org/10.21512/tw.v22i1.7073 abstract the research aimed to find out the influence and impacts of social media marketing (smm) in promoting micro, small, and medium enterprises (msmes) in indonesia. the approach of research was a quantitative research with data collection method using electronic questionnaires of google forms obtaining 163 respondents who were owners of msmes in jakarta and tangerang. the measurement model of outer and inner model was analyzed by smartpls software. structural equation model was being used to test the relations of each construct. the findings show that smm positively mediates: 1) the relationship between perceived usefulness and impact on business; 2) the relationship between perceived ease of use and impact on business; 3) the relationship between compatibility and impact on business; 4) the relationship between cost and impact on business, which conclude that smm has positive impacts on business. on the other hand, smm negatively mediates the relationship between facilitating conditions and impact on business. the research implies that the adoption of social media marketing by msmes is encouraged by such factors as usefulness, ease of use, compatibility, and cost. hence, it is advisable that msmes facilitate the employees with technical infrastructures and training to increase productivity and performance. keywords: perceived usefulness, perceived ease of use, compatibility, facilitating conditions, social media marketing i. introduction the indonesian government considers micro, small, and medium enterprises (msmes) as one of the most important structures for the indonesian economic system and a mainstay of the government (purnomo, 2011; tambunan, 2019). this type of business model is independently owned by an individual which meets the criteria set in the indonesian law (tambunan, 2019). data from ministry of cooperatives and smes of republic indonesia, and the economic census from the central bureau of statistics in 2016 shows the larger contribution of msmes in indonesia towards indonesian economy includes the msmes contributions in absorbs 89,2% of the total workforce, provides 99% employment, contributes 60,43% in indonesian gross domestic product (gdp), contributes 14,17% in exports, and contributes 58,18% in investment. the criterias of msmes in form of capital are: 1) the micro business with net asset equal or less than rp 50 million and annual sales equal or less than rp 300 million; 2) the small business with net asset more than rp 50 million to rp 500 million and annual sales from rp 300 million to rp 2,5 billion; and 3) the medium business with net asset more than rp 500 million to rp 10 billion and annual sales more than rp 2,5 billion to rp 50 billion (suci, 2017; tambunan, 2019). all criteria of net asset does not include land and buildings for business premises. to increase the number of msmes for using information and communication technology (ict), the government has initiated a program called 8 million msmes go online. the purpose of msmes going online is to provide opportunities for a wider market share for msmes in indonesia, both local and global, to be able to increase sales and revenue both locally and globally. expectation from the increase sales of msmes using both offline and online transactions is to attract more consumers due to the increased promotions, increased product sales, market share control, and increased profits. sales in online platforms provides convenience in reaching consumers without 76 the winners, vol. 22 no. 1 march 2021, 75-88 physically meeting them, and reduces e-msmes expenses such as rental fee (nilasari et al., 2019). in 2020, a pandemic covid-19 forces all business processes to take place online, including msme in indonesia. the minister of cooperatives small and medium enterprises states that right now is the perfect time for msmes to switch their operation to online platforms. bank of indonesia reported an increase in the sales of e-commerce to 18% in may 2020. unfortunately, only 13% of msmes are connected to this online marketplace, or around 8 million msmes (catriana, 2021). electronic commerce has become a new accessible channel where msmes can globally improve the business scale (kanchanatanee, suwanno, & jarernvongrayab, 2014). the vast development of e-commerce in indonesia is influenced by the millennial lifestyle, in which online shopping is more preferred than conventional shopping. e-commerce also provides access for msmes to expand and reach other markets and retain relationship with customers and facilitate business transactions by utilizing internet and website technology (mumtaha & khoiri, 2019). therefore, this situation drives msmes to utilize e-marketing. furthermore, msmes in the rural area have now the chance to upgrade their business and compete with other competitors with low administration cost (kanchanatanee et al., 2014). due to changes in the digital era, there is an increase in the number of individual or companies who choose to advertise in social media. getcraft (2020) reports that indonesian consume social media more than tv. the figure reaches to 3 hours 16 minutes compared to 2 hours 23 minutes. as a consequence, social media marketing (smm) is considered to be truly influential with its commonly acceptable technology to be used in daily life. usually, marketers use this marketing method to increase the level of engagement with their customers by exposing their brand. marketers utilize smm to attract consumers to purchase their products. marketers consider social media not only as a mediator to enhance the brand’s image but also as consumers’ problem solver with abundance of information and insights. in addition, marketers use smm due to its ability to listen, fix, and avoid another mistake. social listening helps professional marketers by providing some enlightening information. smm also can help company achieve their ultimate goals, build brand loyalty and increase sales. however, if customers see social media outreach programs only as a disguise to sell, they are likely to be alienated. instead, marketers should use social media to engage with consumers and consider it as a long-term strategy to increase sales. despite the significant benefits of smm, there is no absolute guarantee that msmes are fully aware of the various factors that need to be utilized to provide maximum business benefits. there are factors that can support msmes in adopting the smm such as social media usefulness, perceived ease of use, compatibility, facilitating condition, cost reduction, and the positive influence of smm which impact the business of msmes. the research tests these factors to determine the significance of their impact on business. according to davis (1989), technology acceptance model (tam) consists of three variables: 1) perceive usefulness (pu), 2) perceived ease of use (peou), and 3) attitude toward using (atu). previous researchers have found that tam helps researchers to understand consumer behavior towards the use of technology (rahayu & day, 2015). another model of technology acceptance is unified theory of acceptance and use of technology (utaut), with four main constructs such as, performance expectancy, social influence, effort expectancy, and facilitating conditions. these constructs influence the usage behavior and intention to use a technology (venkatesh et al., 2003). the research is to determine whether the perceived usefulness (pu), perceived ease of use (peou), compatibility (com), facilitating conditions (fco), and cost (cos) have positive impacts on msmes to adopt smm; and whether smm has a positive influence on the impact on business (iob) of msmes. all these variables are extracted from both tam and utaut. the research examines and explores two research questions which are later elaborated using quantitative approach: 1) does each perceived usefulness (pu), perceived ease of use (peou), compatibility (com), facilitating condition (fco) and cost (cos) have a positive impact on msmes to adopt smm?; 2) does smm has a positive influence on the impact on business (iob) of msmes? the research results will be beneficial for all stakeholder of msme, especially owner and government. owners can develop smm strategy and government can facilitate the willingness of msmes owner by developing soft infrastructure (regulation and policies) and hard infrastructure (broadband infrastructure). perceived usefulness is the degree where a particular system is believed to improve individual’s job performance. alduaij (2019) and davis (1989) argue that work environment with integrated information system will be more effective since the worker finds it to be helpful by optimally using its features and functions. furthermore, social media is considered inexpensive, easy to learn and master compare to other expensive and complex technologies (atanassova & clark, 2015). karahanna and straub (1999) conclude that perceived usefulness (pu) is an important factor in improving work performance. based on the hypothesis, the research paradigm is shown at figure 1. h1: perceived usefulness (pu) has a positive impact on the msmes to adopt smm. discovered by davis (1989), perceived ease of use refers to the degree where a particular system is free from difficulties or great effort and it appears 77the acceptance technology model.... (adeline hope pranoto; paul lumbantobing) in technology acceptance model (tam) as pu. this belief states that the adoption of a technology is not complex yet useful (venkatesh et al., 2012). rusmana, bawono, and indriyani (2018) have found that the system usage is influenced by perceived usefulness (pu) and perceived ease of use (peou). according to alduaij (2019), most respondents agree that social media is a communication tool that is easy to use since users do not require a lot of efforts to create and use it. besides, they believe that social media is understandable. it indicates that the use of ict is not complex since users do not require any special it skills and knowledge to operate it. thus, the perceived ease of use has a special relation smm. h2: perceived ease of use (peou) has a positive impact on the msmes to adopt smm. compatibility refers to what extent that innovation is compatible with the user’s prior experiences (karahanna & straub, 1999). the research concerns with the compatibility of the innovative technology strategy with the business practices of msmes. if msmes adopt a compatible smm system with the msmes work system, they might consider the possibility and adopt the method (hung & lai, 2015). adopting smm in msmes systems would be considered perfect to professionally reach the prospective consumers and improve the business condition (derham, cragg, & morrish, 2011). h3: compatibility (com) has a positive impact on the msmes to use smm. facilitating condition is an individual perception of technological availability or organizational resources to create a system that can remove the barrier (isiyaku et al., 2018). the technical infrastructure exists to support new technology use a new system (venkatesh et al., 2003; yang & forney, 2013). the facilitating conditions influence the new technology adoption behavior such as cultural issues, thus the use of smm should match with those issues (hofstede, 1997 in chatterjee & kar, 2020). h4: facilitating condition (fco) have a positive impact on the msmes to use smm cost plays an important role to sustain the company, especially for msmes in indonesia with limited financial resources. the relationship between cost and technology adoption results in a causal relationship (accenture, 2014; kim & shin, 2015). low barrier of low cost, low technology knowledge, and skills motivate msmes to adopt smm in their business strategy (derham et al., 2011). thus, social media is a cost-effective technology, which also help msme communicate with its consumers (kaplan & haenlein, 2010; zhang et al., 2019). h5: cos has a positive impact on the msmes to use smm. figure 1 conceptual model (chatterjee & kar, 2020) social media impacts the business operational, financial, and performance—social capital, social marketing, social corporate networking. with the increased engagement between company and consumers, consumers are willing to pay and participate in increasing company’s revenue and brand awareness (paniagua & sapena, 2014). h6: social media marketing (smm) has a positive influence on the impact on business (iob). ii. methods the population involves msmes owners in jakarta and tangerang. the research has a criteria that respondents are the owners of micro, small, or medium enterprise in jakarta and tangerang who use social media as their marketing strategy. double sampling procedure is used to eliminate some of the unnecessary questions or invalid questions to provide more accurate answer for the hypothesis. the researcher has provided 32 questions in the preliminary test which have been distributed to 30 respondents. the next step is to analyse the responses and eliminate the invalid indicators. in the actual test, several adjustments in the questions or indicators have been made to assure that only the valid indicators are presented. there are 32 valid indicators based on the calculation on preliminary test and those presented in the test. partial least square (pls) used as an analysis tool is a method to implement sem (susanti & kuntadi, 2016) which works effectively with small sample size. meanwhile larger sample size is distribution free which increases the precision of the estimation and accommodates measurement models that are both reflective and formative (hair et al., 2017). the total number of 163 respondents exceeds the required minimum range of respondents, namely 30-100 respondents for the pls sem method (chin, 2000 in zuhdi et al., 2016). the causal research explains the position of each variable that drives a causal relationship, where the 78 the winners, vol. 22 no. 1 march 2021, 75-88 independent variables (pu, peou, com, fco, cos) influence the dependent variable (iob) by including the mediating variable (smm). moreover, causal research allows the researcher to test the proposed hypotheses partially and simultaneously. the seven variables consist of five independent variables (pu, peou, com, fco, & cos), one dependent variable (iob), and one mediating or intervening variable (smm). operationalization variable is performed to ensure the accuracy and coherency of question or statement in questionary, as seen in table 1. data are collected by distributing electronic questionnaires (google form) to msme owners in jakarta and tangerang. the questionnaires contain statements regarding the research problem and using the likert scale: 1 = strongly disagree, 2 = disagree, 3 = slightly agree, 4 = agree, and 5 = strongly agree. the research uses smartpls software to evaluate the measurement model results and test its indicators of latent constructs’ validity and reliability. in addition, the structural and measurement model are evaluated to examine the influence of each construct or variable to another. table 1 operationalization variable variable dimension concept indicator source code perceived usefulness (pu) usefulness smm will enhance the performance of msmes (fatimah & bilal, 2019 in chatterjee & kar, 2020; sullivan & koh, 2019). 1. social media is useful for business 2. social media is a valuable tool for marketing 3. social media enhances the productivity of the business 4. social media helps better query management 5. social media helps more customer satisfaction abed, dwivedi, & williams, 2015; alalwan et al., 2017; aral et al., 2013; chung, tyan, & han, 2017; culnan et al., 2010; elbanna et al., 2019 pu1 pu2 pu3 pu4 pu5 effectiveness technology enhances the productivity, msmes will support the use of technology (park, 2009 in chatterjee & kar, 2020) perceived ease of use (peou) easy to use the degree where a particular system is free from difficulties or great effort (alduaij, 2019; davis, 1989 in chatterjee & kar, 2020). 1. overall, it is easy to learn smm 2. it is easy to identify new customers using social media 3. it is easy to identify customers demand using social media 4. information retrieval about a customer is easy using social media 5. advertising products and services on social media platforms are easy. aral et al., 2013; chung et al., 2017; dwivedi et al., 2019; hung & lai, 2015; venkatesh et al., 2012; ware, 2018. peou1 peou2 peou3 peou4 peou5 understandable ict is not complex as it does not require any special it skills and knowledge to operate it (alduaij, 2019). compatibility (com) the extent of where innovation is compatible with user’s prior experiences (karahanna & straub, 1999). 1. our enterprise is compatible for using social media for different purposes. 2. i use social media regularly for business purposes. 3. my company supports me for getting training on social media. 4. our business is compatible using social media for marketing purpose. abed et al., 2015; derham et al., 2011; misirlis & vlachopoulou, 2018; yoon & cho, 2016 com1 com2 com3 com4 79the acceptance technology model.... (adeline hope pranoto; paul lumbantobing) facilitating condition (fco) the role of external factors to potentially facilitate factors that cannot be measured with behavioral intention, individuals’ perceptions and behavior reflects their actual control over a behavior. (venkatesh et al., 2008) 1. we have enough trained manpower dealing with smm. 2. we have adequate infrastructure for using social media. 3. we promotes social media for business 4. we invest adequately for smm 5. we provide training for all our employees to use smm 6. we have in-house training facility to learn about different aspects of social media. alhakimi & mahmoud, 2020; aral et al., 2013; dwivedi et al., 2019; hung & lai, 2015; ng et al., 2019; venkatesh et al., 2003, 2012 fco1 fco2 fco3 fco4 fco5 fco6 cost (cos) the function of cost in businesses is as an investment and expenses, however business have limited financial resources thus it is sensitive for company to make an expenditure (dixon, thompson, & mc-allister, 2002 in chatterjee & kar, 2020). 1. my cost of dealing with customer enquiries has been reduced using smm 2. cost of identifying new customer has been reduced through use of smm 3. customer awareness and training cost have been diminished by used of smm 4. the overall advertising and promotion cost have gone down using smm. abed et al., 2015; chung et al., 2017; kaplan & haenlein, 2010; kim & shin, 2015; zhang et al., 2019; accenture, 2014 cos1 cos2 cos3 cos4 social media marketing (smm) in marketing, social media can be used as an equalizer for brands to outsmart the customers without making huge investment, a chance to collaborate with other companies (purwidiantoro, kristanto, & hadi, 2016). 1. for advertising my product and services, smm is helpful 2. because of my competitors are using social media for marketing, i should use it 3. usage of smm technique is good for my business abed et al., 2015; aral et al., 2013; culnan et al., 2010; shareef et al., 2018 smm1 smm2 smm3 impact on business (iob) social media impacts the business operational, financial, performance (social capital, social marketing, social corporate networking). with the increase engagement between company and consumers, consumers are willing to pay and participate in increasing company’s revenue and brand awareness (paniagua & sapena, 2014) 1. my business performance has been increased using social media platform 2. my sales are above average compared to others using social media platform 3. my customers feel more connected with my business after using social media 4. my efficiency to identify the customers’ need has been increased using smm 5. creativity of my employees has been enhanced though use of smm abed et al., 2015; alalwan et al., 2017; aral et al., 2013; chung et al., 2017; elbanna et al., 2019; fatima & bilal, 2019; shareef et al., 2018; sullivan & koh, 2019. iob1 iob2 iob3 iob4 iob5 source: the results of data processing using smartpls (2020) table 1 operationalization variable (continued) variable dimension concept indicator source code 80 the winners, vol. 22 no. 1 march 2021, 75-88 hair et al. (2017) describe structural model as the relationship between the exogenous variables and other latent variables. there are several stages in evaluating the inner model using r-squared (r²), collinearity statistics (vif), and t-statistics for each path to test the significance between constructs. hair et al. (2017) describe measurement model as the connection between latent variables with the indicator (manifest variable). the two types of outer model are formative indicator model and reflective indicator model. the outer model will measure the validity of the construct (particular concept) and make sure to measure the right concept. meanwhile, the reliability is an instrument that measures the concept to make sure a stable and consistence measurement (sekaran, 2016). the research conducts a preliminary test to ensure the validity and reliability of the data. for preliminary convergent validity test, the result shows all variables including pu, peou, com, fco, cos, smm, and iob have value above 0,5 which means all variables are valid the next step is checking the value in outer loadings. despite all valid variables, there might be several invalid indicators in the outer loadings. indicator com3, fco5, fco6, iob2, pu5 are below 0,7. however, these indicators will not be eliminated due to the information they can provide for the research. the preliminary test comes up with the average variance extracted (ave) value results. it is found that all indicators are valid (>0,5), which can be provided: 1) pu has a value of 0,673; 2) peou variable has a value of 0,608; 3) com is 0,588; 4) fco has a value of 0,639; 5) cos is 0,757; 6) smm value is 0,772; and 7) iob is 0,650. they are considered as valid since each of the variables has a value above 0,5 so that it meets the constraints of convergent validity. therefore, each variable that has been tested for validity will be reused in the actual test. for preliminary discriminant validity test, the discriminant validity of all variables can be identified using the fornell-larcker. table 2 shows that each indicator does not have a high correlation with other indicators. each indicator is higher than other indicator, and each value is the result of square root of ave. the reliabilities of the preliminary test are based on the composite reliability in smartpls software. the result shows that all indicators are reliable since their value are above 0,7, which are provided: 1) pu value is 0,909; 2) peou is 0,885; 3) co value is 0,838; 4) fco has a value of 0,913; 5) cos value is 0,925; 6) smm is 0,910; and 7) iob is 0,900. the summary of a preliminary test is shown in table 3. table 2 pre-test fornell-larcker result pu peou com fco cos smm iob pu 0,820 peou 0,547 0,780 com 0,480 0,628 0,767 fco 0,234 0,461 0,651 0,799 cos 0,213 0,410 0,532 0,763 0,870 smm 0,670 0,602 0,656 0,370 0,312 0,879 iob 0,262 0,637 0,734 0,733 0,640 0,428 0,806 source: the result of data processing (2020) table 3 the outer and inner model preliminary test results type of test purpose results convergent validity test to determine the convergent validity of an indicator overall, all the indicators ave value are above 0,5. all indicators are valid. discriminant validity test using the fornell-larcker, it identifies the discriminant validity of all variables. it measures the correlation of one indicator to others. the correlation of latent variables and each of its indicators are higher than the correlation with other latent variables. all latent variables are valid. reliability test it ensure the consistent measurements over time and with each item in the instrument. the value of all variables composite reliability are above 0,7. therefore, the instrument is reliable source: the results of data processing using smartpls (2020) 81the acceptance technology model.... (adeline hope pranoto; paul lumbantobing) iii. results and discussions for the sample, the research takes 163 respondents of msme owners in jakarta and tangerang who use social media as their marketing strategy. as provided in table 4, the information about the respondents is divided into seven categories, namely: 1) gender, 2) age, 3) latest education, 4) domicile, 5) social media being used, 6) annual sale, and 7) type of business. the analysis starts with outer model which calculates and declares the convergent validity, discriminant validity, and composite reliability of each indicator in the actual test, whether the indicators and data are relevant to the research or not. table 4 profile of respondents parameter sub parameter respondent number % gender male 40 24,5 female 123 75,5 age <18 years old 8 4,9 18-23 years old 110 67,5 24-29 years old 12 7,4 30-35 years old 9 5,5 36-41 years old 4 2,5 42-47 years old 10 6,1 >47 years old 10 6,1 domicile jakarta 105 64,4 tangerang 58 35,6 education degree highschool 77 47,2 bachelor degree 86 52,7 industry culinary 66 40,5 fashion 40 34,5 technology 25 15,3 education 8 4,9 retail 5 3 others 19 11,4 social media instagram 150 92 facebook 55 33,7 tokopedia 70 42,9 shopee 86 52,8 whatsapp 116 71,2 others 42 25,6 annual sales <rp 300 million 106 65 rp 300 million–rp 2,5 billion 39 23,9 rp 2,5 billion–rp 50 billion 18 11 source: the results of data processing using smartpls (2020) to determine the convergent validity of an indicator, the value of the average variance extract (ave) have to be above 0,5 and the value of factor loading should be above 0,7. the value of factor loading from each indicator in the research variables shows that there are several invalid indicators with values below 0,7 such as pu1, pu5, and com3. however, these indicators are not omitted since they can be used as research information. the result shows that all variables are valid because each ave values are above 0,5. therefore, it can be concluded that the every variables have good convergent value. in discriminant validity, the value of ave square or fornell-larcker criterion is being tested. the value of ave square of each construct must have higher correlation value than other constructs in the model. testing result shows that each constructs have good relations with other constructs. the square ave value of pu is 0,731 which mean it has higher value compares to value of other constructs such as peou (0,441), com (0,428), fco (0,268), cos (0,243), smm (0,424), and iob (0,495). the ave square value of peou is higher than other indicator values which is 0,757>0,472, 0,499, 0,389, 0,386, and 0,531. the ave square value of com is higher than other indicator values which is 0,770>0,543, 0,343, 0,620, and 0,649. fco ave square value is 0,794 which turns out higher than 0,468 (cos), 0,382 (smm), and 0,598 (iob). cos ave square value is 0,870 considered higher than 0,422 (smm) and 0,519 (iob). smm ave square value is higher than iob value (0,833 > 0,624). the last is the ave square value of iob is 0,787. the reliability test measures the reliability of the data. the method used to test the reliability of an indicator is composite reliability. smartpls software can calculate the composite reliability. the criteria to determine the reliability of the data is to have value above 0,7. result shows that all indicators values such as pu (0,851), peou (0,869), com (0,852), fco (0,912), cos (0,923), smm (0,873), and iob (0,892) are above 0,7 meaning all indicators are reliable. for inner model test, r-squared test result shows the r-squared value of smm is 0,458 and iob r-squared value is 0,389, which are considered as moderate. therefore, this concludes that smm variable is moderately influenced by perceived usefulness, perceived ease of use, compatibility, facilitating conditions, and cost variable by 45,8% and impact on business variable is moderately influenced by smm variable by 38,9%. multicollinearity test is to find out whether a correlation between interdependent variables in the regression model is found by looking at the variance inflation factor (vif) value which must be lower than 10. a good regression model should not have multicollinearity, so if the vif value is higher than 10, it indicates the existent of multicollinearity in the indicator. therefore, the vif value should remain below 10. table 5 shows the result of multicollinearity test. 82 the winners, vol. 22 no. 1 march 2021, 75-88 table 5 vif multicollinearity test smm iob pu 1,353 peou 1,624 com 1,667 fco 1,748 cos 1,346 smm 1,000 source: the results of data processing (2020) as shown in table 5, all the vif value from the independent variables are below 5. therefore, the independent variables in the research are not correlated, which means that there is no occurrence of multicollinearity. outer and inner model test summary results are provided in table 6. there are two types of hypothesis testing, namely direct effect hypothesis and indirect effect hypothesis. table 8 shows that there are five indirect effect hypothesis testing, where smm mediates the relationship between: 1) pu and iob, 2) peou and iob, 3) com and iob, 4) fco and iob, and 5) cos and iob. furthermore, there is one direct effect hypothesis testing towards iob (table 9). to test the hypothesis, the t-statistics uses t-table value (one-tail) which is 1,65 with significant level of 0,05. the t-table value will be used to determine whether the hypothesis is significant or not. table 7 shows the original sample (o), sample mean (m), standard deviation (stdev), t-statistics, and p-values of the processed data using smartpls. these numbers can determine whether the hypotheses are accepted or rejected. the result for 3 types of msme in indonesia is later presented in table 10. table 6 outer and inner model test results test purpose results remark convergent validity test to determine the convergent validity of an indicator all indicators ave value are above 0,5. valid discriminant validity test using the fornell-larcker, it identifies the discriminant validity of all variables. it measures the correlation of an indicator to other indicators. the correlation of latent variables and each of its indicators are higher than the correlation with other latent variables. valid reliability test it ensures the consistent measurements over time and with each item in the instrument. the value of all variables composite reliability are above 0,7. reliable r-squared it measures how much the dependent variable is influenced by the independent variable. the value of r-squared are in the moderate category. all independent variables are moderately affect the dependent variable. multi-collinearity test to find out whether or not a correlation between independent variables in the regression model is found by looking at the variance inflation factor (vif) value. the vif values of all independent variables are below 10. the vif values of all independent variables indicates that there is no multicollinearity among independent variables. table 7 hypothesis testing result path coefficients original sample (o) sample mean (m) st. deviation (stdev) t statistics p values pu -> smm 0,164 0,165 0,079 2,085 0,019 peou -> smm 0,016 0,020 0,095 0,163 0,435 com -> smm 0,486 0,488 0,089 5,474 0,000 fco -> smm -0,040 -0,036 0,074 0,541 0,294 cos -> smm 0,227 0,224 0,064 3,524 0,000 smm -> iob 0,624 0,632 0,047 13,365 0,000 source: the results of data processing using smartpls (2020) 83the acceptance technology model.... (adeline hope pranoto; paul lumbantobing) the result of hypothesis testing h1 shows that perceived usefulness (pu) has a positive impact on the msmes to adopt smm, which is considered as a partial mediator in the relationship between pu and impact on business (iob). the result is supported by siamagka et al. (2015) who find that adoption of social media is significantly affected by organizational innovativeness and perceived usefulness. the use of social media as part of msmes business strategy gives them more access to conduct a market research and branding (kim et al., 2013). chatterjee and kar (2020), and davis (1989) support this hypothesis. chatterjee and kar (2020) find that pu impacts smm since pu impacts performance, effectiveness, risks, and trust. siamagka et al. (2015) have found that the adoption of social media enhances organizations competitiveness, improve cost-effectiveness, builds customer relationship, gives business exposure, and receives feedback from customers. however, table 10 shows that micro and medium enterprises have insignificant relationship. isiyaku et al. (2018) find that the ability of the ict user is affecting the perceived usefulness of technology where they specifically mention results daramola, yusuf, and oyelekan (2015) stating that the teachers’ ability for using ict is low. meanwhile the teacher self-efficacy can affect the perceived usefulness of ict. therefore, the result of perceived usefulness in daramola et al. (2015) is insignificant. even though the result of hypothesis 1 shows that smm is a partial mediation, it is also important for businesses to include and use smm in their strategy. based on the answers of the questionnaire about pu, the average respondents strongly agree that social media is useful for business. it is believed that social media becomes a valuable tool for marketing which enhances the productivity of the business, helps better query management, and helps businesses to satisfy more customers. based on hypothesis testing h2, perceived ease of use (peou) has a positive impact on the msmes table 8 hypothesis testing result indirect effect hypothesis original sample t-statistics significant p-value hypothesis analysis h1: pu ->smm -> iob 0,102 2,034 0,021 significant h2: peou -> smm -> iob 0,010 0,161 0,436 not significant h3: com-> smm -> iob 0,303 4,919 0,000 significant h4: fco -> smm -> iob -0,025 0,537 0,299 not significant h5: cos -> smm -> iob 0,142 3,218 0,001 significant source: the results of data processing using smartpls (2020) table 9 hypothesis testing result direct effect hypothesis original sample (o) t-statistics significant p-value hypothesis analysis h6: smm -> iob 0,624 13,365 0,000 significant source: the results of data processing using smartpls (2020) to adopt smm. table 10 shows that all categories have insignificant relationship between peou and impact on business. setiawan, setyohadi, and pranowo (2018) have found that peou is not significant with their research findings. it is possibly because there are other technologies that are easier to use. however, the ease of use would have less or no impact on usage. gefen and straub (1997) find that there is an insignificant relationship between peou and technology about e-mail acceptance. their research result turns to be the opposite direction of their hypothesis, that women is not significant with perceived ease of use in using e-mail. in addition, it is mentioned that men are proven to have the tendency and knowledge on how to use computers. chatterjee and kar (2020) point out the opposite findings that peou is significant due to its simplicity and self-efficacy. there is a linkage between pu and peou. moreover, it shows that the average respondent agrees that it is easy to learn smm, identify new customers using social media, find customer information with smm, and advertise products on social media platforms. most respondents strongly agrees that social media provides an easier way to identify customers’ demand. the result of hypothesis testing h3 shows that compatibility (com) has a positive impact on the msmes to adopt smm since all categories are significant, as seen in table 10. ainin et al. (2015) state that compatibility is a significant factor in the adoption of technology. for instance, the use of facebook is compatible with the internet connection and technology which makes it simple and easy to use. compatibility is one of the important factor in adoption of innovation. the company is likely to consider adopting the new technology when technology is proved to be compatible with the business systems. some companies also indicate their intention of adopting technology if it is compatible with their values and beliefs. nevertheless, some 84 the winners, vol. 22 no. 1 march 2021, 75-88 research find the insignificant impact due to the incompatibility between the company’s system and the technology (ainin et al., 2015). therefore, smm is considered as partial mediation in this hypothesis since they would have to put more effort to expand their business without social media. the average respondents strongly agree that they use social media for different purposes—regularly for business and marketing purposes, and that the organization have provided support for training on social media. based on hypothesis testing h4, smm negatively mediates the relationship between facilitating conditions and impact on business. table 10 shows that all enterprises have insignificant relationship between facilitating conditions and impact on business. sichone et al. (2017) find that there is an insignificant relationship between facilitating conditions and e-filling of tax return as the participants had already started to file their tax return electronically. therefore, the issuance of technology device such computer and other support devices seem unnecessary. chatterjee & kar (2020) find a positive and significant relationship between facilitating conditions and smm. however, it is mentioned that their hypothesis testing results contradict with previous studies since not many businesses presumably support the use of smm in msmes business activities, so company may not encourage employees to use smm. the external problem may be due to the low bandwidth internet connectivity. therefore, the business cannot effectively use social media as their marketing tool. in addition, hung & lai (2015) examine the relationship between aggregate rating, customer comment (facebook likes) and purchase intentions. it is found that participants with high purchase intention choose to see the high numbers of facebook likes than the aggregate rating. in this research, aggregate rating can be considered as the facilitating conditions variable, which might be significant if it is consistent with customers’ comments. the average respondents agree that: 1) they have adequate infrastructure for using social media, 2) they use social media to promote their business, 3) they have enough trained manpower dealing with smm, and 4) all of their employees are provided with training to use smm. the respondents highly agree that they adequately invest for smm and have inhouse training facility to learn different aspects of social media. based on h5 result, cost (cos) has a positive impact on the msmes to use smm. based on table 10, only medium enterprises have insignificant result while others have significant relationship between cost and impact on business. chatterjee & kar (2020) explain that smes in india have limited resources and people are cautious if they have to pay some extra cost in using smm. therefore, they point out the smm have positive impact in the relationship between cost and impact on business. the average respondents agree that: 1) smm has been reducing their cost in dealing with customer enquiries, 2) respondents are able to reduce the cost of identify new customers using social media, 3) customer awareness and training cost have been diminished due to smm, and 4) advertising and promotion cost have decreased since using smm. the result of h6 test shows that smm has a positive impact and significant influence on impact on business. table 10 shows that all enterprises have significant relationship between smm and impact on business. saravanakumar and lakshmi (2012) mention that that the social media can be expected to impact on businesses now. many big brands use social media to promote their products and services, so they can show their strong existence in the society. businesses can promote their products by giving discounts or other participatory promotions to increase customers’ excitement to purchase online and inform their relatives. smm has many advantages, one of which is free or low-cost that in turn will increase the profit margin of the business. descriptive results show that most respondents strongly agree with the smm concept and believe that: 1) smm is helpful to advertise their products and services, 2) the increase number of competitors drives respondents to use the smm, and 3) the usage of smm technique is good for business. table 10 hypothesis testing result indirect effects item sub item micro enterprise small enterprise medium enterprise all h1: perceived usefulness (pu) has a positive impact on the msmes to adopt smm. path coefficient p-value relationship of variables 0,053 0,180 positive and not significant 0,349 0,000 positive and significant 0,137 0,318 positive and not significant 0,102 0,021 positive and significant h2: perceived ease of use (peou) has a positive impact on the msmes to adopt smm. path coefficient p-value relationship of variables 0,047 0,257 positive and not significant -0,074 0,254 negative and not significant 0,114 0,380 positive and not significant 0,010 0,436 positive and not significant h3: compatibility (com) has a positive impact on the msmes to use social media marketing (smm). path coefficient p-value relationship of variables 0,263 0,000 positive and significant 0,337 0,000 positive and significant 0,426 0,042 positive and significant 0,303 0,000 positive and significant 85the acceptance technology model.... (adeline hope pranoto; paul lumbantobing) iv. conclusions social media marketing positively mediates the relationship of perceived usefulness, perceived ease of use, compatibility, and cost towards impact on business. in contrast, social media marketing negatively mediates the relationship between facilitating conditions and impact on business. finally, social media marketing has a positive and direct effects towards impact on business. the research implies that the adoption of social media marketing by msmes is encouraged by such factors as usefulnes, ease of use, compatibility and cost. adoption of social media marketing enables the company to expose its business more widely, receive feedback from customers, and reduce expenses especially in promotion cost. msmes should facilitate the employees with technical infrastructures and social media marketing training, which is essential to increase productivity and performance. the research has contributed to enrich existing research related to msme in indonesia, especially in convincing msme owners to digitize their business processes, especially on marketing and service processes. variables in the research are dominated by internal views related to attitude or perception of msme owners toward smm. therefore, it is suggested that future research include more variables that capture external views such as msme’s competitiveness, marketing effectiveness and branding. the additional variables will complement this research from external views—competitor and customers. references abed, s., dwivedi, y., & williams, m. 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(2016). convergence adoption model (cam) in the context of a smart car service. computers in human behavior, 60, 500-507. https:// doi.org/10.1016/j.chb.2016.02.082 zhang, c., fan, c., yao, w., hu, x., & mostafavi, a. (2019). social media for intelligent public information and warning in disasters: an interdisciplinary 88 the winners, vol. 22 no. 1 march 2021, 75-88 review. international journal of information management, 49, 190-207. https://doi.org/10.1016/j. ijinfomgt.2019.04.004 zuhdi, z., suharjo, b., & sumarno, h. (2016). perbandingan pendugaan parameter koefisien struktural model melalui sem dan pls-sem. journal of mathematics and its applications, 15(2), 11-22. https://doi. org/10.29244/jmap.15.2.11-22 microsoft word 06_hartiwi p._botu-like.doc analisis pemilihan atribut...( hartiwi prabowo; dkk) 81 analisis pemilihan atribut produk baru untuk perilaku keputusan pembelian konsumen pada produk biokos botu-like series hartiwi prabowo1; synthia atas sari2; idris gautama3 abstract article was made to answer these several questions which are how is application marketing mix of new product pt martina berto, what is new product atribute the most dominate for customer and how is buying decided behavior biokos botu-like series. the result of the research show that application of marketing mix of by pt martina berto is good, customers are satisfaction that service biokos botu-like series so they will to buy again and new product attribute the most dominate is price attribute at price level rp94.500,00. keywords: product developed, product attribute, buying decided behavior abstrak artikel bertujuan menjawab beberapa pertanyaan, yaitu bagaimana penerapan bauran pemasaran produk baru pt martina berto, apa atribut produk baru yang paling dominan bagi konsumen, dan bagaimana perilaku keputusan pembelian biokos botulike series. hasil penelitian menunjukkan bahwa bauran pemasaran yang diterapkan pt. martina berto sudah baik, konsumen cukup puas terhadap kinerja biokos botulike sehingga ingin melakukan pembelian ulang, dan atribut produk baru yang paling dominan adalah atribut harga pada level harga rp94.500,00. kata kunci: pengembangan produk, atribut produk, perilaku keputusan pembelian 1,2,3 jurusan manajemen, fakultas ekonomi, ubinus, jl. k.h. syahdan no. 9, kemanggisan/palmerah, jakarta barat 11480 hartiwi2200@lecturer.binus.ac.id, synthia@binus.ac.id, igautama@binus.ac.id journal the winners, vol. 8 no. 1, maret 2007:81-99 82 pendahuluan menyadari kebutuhan konsumen akan penggunaan bahan alami dan kualitas yang tinggi dalam kosmetik mereka, pt martha tilaar yang merupakan salah satu pemimpin pasar produsen kosmetik dan perawatan kulit nasional mengembangkan produk baru yang dapat menjawab kebutuhan dan masalah wanita akan kulit. sebagai perusahaan kosmetik lokal, martha tilaar memahami kebutuhan yang tepat bagi kulit wanita indonesia dan mengembangkan kosmetik yang sesuai bagi kulit wanita asia, khususnya indonesia. pt martha tilaar memiliki beberapa anak perusahaan dan brand, diantaranya pt martina berto dengan produknya biokos yang merupakan produk perawatan kulit yang khusus dikembangkan untuk mengatasi masalah kulit bagi segmen usia 20, 30, dan 40 tahun ke atas. oleh karena itu, dengan berpijak pada penggunaan bahan alami yang dipadukan dengan teknologi tinggi martha tilaar mengembangkan produk biokos botu-like series yang terinspirasi dari efektivitas suntik botox. botu-like series merupakan produk perawatan kulit alternatif dari suntik botox untuk mengatasi garis ekspresi permanen yang timbul di dahi, antara alis, garis senyum, dan sudut bibir. pengembangan produk yang dilakukan oleh pt martina berto bertujuan untuk memperluas pangsa pasar yang ditunjukkan dengan peningkatan penjualan terhadap produk biokos botu-like series. diharapkan dengan adanya produk baru ini, akan dapat menarik lebih banyak konsumen wanita dengan segmen usia 40 tahun ke atas. identifikasi masalah dalam penelitian adalah bagaimana pt martina berto menerapkan bauran pemasaran sehubungan dengan produk baru biokos botu-like series? bagaimana konsumen memilih atribut produk yang dominan untuk produk biokos botu-like series? bagaimana perilaku konsumen untuk pengambilan keputusan membeli produk baru biokos? tujuan penelitian adalah untuk mengetahui penerapan bauran pemasaran oleh pt martina berto sehubungan dengan pengembangan produk baru; untuk mengetahui bagaimana konsumen memilih atribut produk yang dominan untuk produk biokos botu-like series; untuk mengetahui pengambilan keputusan pembelian konsumen atas produk baru biokos. penelitian ini bermanfaat, yaitu pertama, bagi perusahaan adalah perusahaan dapat mengembangkan bauran pemasaran yang sesuai bagi produk baru untuk memperluas pangsa pasar; perusahaan dapat mengetahui atribut produk baru yang paling diinginkan konsumen; perusahaan dapat mengetahui bagaimana perilaku konsumen dalam mengambil keputusan untuk membeli; memberi pertimbangan bagi perusahaan dalam keputusan yang berhubungan dengan pengembangan produk baru di masa mendatang. manfaat yang kedua, yaitu bagi penulis adalah dapat menambah wawasan dan pengetahuan terutama mengenai pengembangan produk baru. manfaat ketiga, yaitu bagi dunia pendidikan adalah dapat menjadi bahan perbandingan dengan topik yang berkaitan dengan pengembangan produk baru dan menjadi bahan referensi bagi peneliti lain yang ingin mengembangkan topik ini analisis pemilihan atribut...( hartiwi prabowo; dkk) 83 tinjauan pustaka pengertian pengembangan produk baru menurut alma (2004:139), “pengembangan produk adalah semua kegiatan yang dilakukan oleh pabrikan atau produsen dalam menentukan dan mengembangkan produknya, memperbaiki produk lama, menambah produk baru atau jasa yang sudah ada, dan mengurangi biaya-biaya produksi dan biaya pembungkus.” menurut ulrich dan eppinger (2003:2), “pengembangan produk adalah seperangkat aktivitas yang dimulai dari persepsi dari kesempatan pasar dan berakhir pada produksi, penjualan, dan pengangkutan produk.” kategori produk baru kantor konsultan booz, allen & hamilton (kotler, 2004:374) mengidentifikasi enam kategori produk baru. pertama, produk baru bagi dunia. produk baru yang menciptakan suatu pasar yang sama sekali baru. kategori itu menyumbang sebanyak 10% produk baru. kedua, lini produk baru. produk baru yang memungkinkan perusahaan untuk memasuki pasar yang telah mapan untuk pertama kalinya. menyumbang sekitar 20% produk baru. ketiga, tambahan pada lini produk yang telah ada. produk baru yang melengkapi suatu lini produk perusahaan yang telah mantap (ukuran, kemasan, rasa, dan lain-lain). terdapat sekitar 26 % dari total produk baru yang beredar di pasar. keempat, perbaikan dan revisi produk yang telah ada. produk baru yang memberikan kinerja yang lebih baik atau nilai yang dianggap lebih hebat dan menggantikan produk yang telah ada. menyumbang 26% dari total produk baru. kelima, penentuan kembali posisi. produk yang telah ada diarahkan ke pasar atau segmen pasar baru. terdapat 7% kategori produk baru ini. keenam, pengurangan biaya. produk baru yang menyediakan kinerja serupa dengan harga yang lebih murah. menyumbang 11% produk baru di pasar. delapan tahap proses pengembangan produk menurut kotler (2004:382-403), terdapat delapan tahap proses pengembangan yaitu lahirnya gagasan; penyaringan gagasan; pengembangan dan pengujian konsep; pengembangan strategi pemasaran; analisis bisnis; pengembangan produk; pengujian pasar; komersialisasi. perilaku konsumen menurut schiffman dan kanuk (2004:8), “perilaku konsumen didefinisikan sebagai perilaku yang diperlihatkan konsumen dalam mencari, membeli, menggunakan, mengevaluasi, dan menghabiskan produk dan jasa yang mereka harapkan akan memuaskan kebutuhan mereka.” perilaku konsumen pada hakikatnya untuk memahami “why do consumer do what they do.” dapat disimpulkan bahwa perilaku konsumen journal the winners, vol. 8 no. 1, maret 2007:81-99 84 adalah semua kegiatan, tindakan, serta proses psikologis yang mendorong tindakan tersebut pada saat sebelum membeli, ketika membeli, menggunakan, menghabiskan produk, dan jasa setelah melakukan hal tersebut atau kegiatan mengevaluasi (sumarwan, 2004:26). pengambilan keputusan konsumen menurut peter dan olson (2000:162-163), “pengambilan keputusan pembelian konsumen adalah proses pengintegrasian yang mengkombinasikan pengetahuan untuk mengevaluasi dua atau lebih perilaku alternatif dan memilih salah satu diantaranya. tabel 1 model perilaku pembeli rangsangan rangsangan ciri-ciri proses keputusan keputusan pemasaran lain pembeli pembelian pembeli produk ekonomi budaya pemahaman masalah pemilihan produk harga teknologi sosial pencarian informasi pemilihan merek saluran pemasaran politik pribadi pemilihan alternatif pemilihan saluran pembelian promosi budaya psikologi keputusan pembelian pemilihan waktu pembelian perilaku pasca pembelian sumber: kotler dan armstrong (2001:196) pengambilan keputusan pembelian sebagai pemecahan masalah asumsi dasar dari pengambilan keputusan sebagai pemecahan masalah adalah konsumen memiliki sasaran (konsekuensi yang diinginkan atau nilai dalam rantai akhir) yang ingin dicapai. pemecahan masalah konsumen sebenarnya adalah suatu aliran tindakan timbal balik yang berkesinambungan diantara faktor lingkungan, proses kognitif dan afektif, serta tindakan (peter dan olson, 2000:164). tahap pemecahan masalah konsumen perusahaan yang cerdik melakukan riset atas proses keputusan pembelian kategori produk mereka. mereka menanyai konsumen kapan mereka pertama kali mengenal kategori dan merek produk tersebut, serta seperti apa keyakinan merek mereka, seberapa besar mereka terlibat dengan produk yang bersangkutan, bagaimana mereka melakukan pemilihan merek, dan seberapa puas mereka setelah pembelian (kotler, 2004:204). analisis pemilihan atribut...( hartiwi prabowo; dkk) 85 sumber: peter dan olson (2000:165) gambar 1 proses pengambilan keputusan proses penerimaan konsumen terhadap produk baru menurut rogers (kotler dan armstrong, 2001:229), “proses adopsi adalah proses mental yang dilalui seseorang, mulai dari pengenalan pertamanya dengan suatu inovasi sampai pada penerimaan/adopsi final,” dan adopsi sebagai keputusan yang diambil seseorang untuk menjadi pengguna reguler sebuah produk. tahap proses adopsi konsumen melalui lima tahap proses adopsi sebuah produk baru (kotler, 2004:405), yaitu kesadaran (awareness); tertarik (interest); evaluasi (evaluation); mencoba (trial); adopsi (adoption). pemahaman adanya masalah pembelian penggunaan pascapembelian dan evaluasi ulang alternatif yang dipilih pencarian alternatif pemecahan evaluasi alternatif journal the winners, vol. 8 no. 1, maret 2007:81-99 86 gambar 2 kerangka berpikir pengembangan produk baru biokos botu-like series pt. martina berto penerapan bauran pemasaran produk baru produk harga distribusi promosi perilaku konsumen untuk mengambil keputusan membeli produk baru pemahaman adanya masalah pencarian alternatif pemecahan evaluasi alternatif pembelian penggunaan pascapembelian dan evaluasi ulang alternatif yang dipilih keputusan membeli atau tidak membeli produk pemilihan atribut yang dominan untuk produk baru analisis pemilihan atribut...( hartiwi prabowo; dkk) 87 metode penelitian tabel 2 desain penelitian desain penelitian tujuan penelitian jenis penelitian unit analisis time horizon tujuan-1 deskriptif organisasi pt. martina berto cross sectional tujuan-2 deskriptif individu konsumen dan non pengguna biokos cross sectional tujuan-3 deskriptif individu konsumen dan non pengguna biokos cross sectional tabel 3 operasionalisasi variabel bauran pemasaran variabel sub variabel dimensi indikator penerapan bauran pemasaran produk baru produk keanekaragaman pembedaan produk baru berdasarkan jenis kategori kualitas manfaat yang diperoleh dari produk baru kemampuan produk baru untuk melaksanakan fungsinya kesesuaian antara hasil kinerja aktual dengan yang ditargetkan kemasan kesesuaian antara bentuk kemasan dengan bentuk dan bahan produk baru kemampuan kemasan melindungi produk baru dari kerusakan kemampuan menarik perhatian konsumen harga daftar harga strategi penetapan harga produk baru jumlah dari nilai yang ditukar konsumen atas manfaat-manfaat produk variasi harga pada setiap jenis produk promosi promosi penjualan penawaran insentif untuk meningkatkan penjualan program promosi penjualan produk baru periklanan penggunaan media untuk memberi informasi produk baru hubungan masyarakat publikasi produk baru penciptaan informasi yang menarik perhatian pada produk distribusi saluran pemasaran tingkatan penjual untuk memasarkan produk baru pemilihan anggota saluran lokasi penentuan penempatan produk baru kemudahan memperoleh produk baru sumber: kotler dan armstrong (2001) journal the winners, vol. 8 no. 1, maret 2007:81-99 88 tabel 4 operasionalisasi variabel perilaku pengambilan keputusan pembelian variabel sub variabel dimensi indikator pengambilan keputusan pembelian konsumen pemahaman adanya masalah perbedaan antara keadaan nyata dengan keadaan yang diinginkan pengenalan masalah kulit pencarian alternatif pemecahan pencarian informasi yang berkaitan dengan kebutuhan itu cara mengatasi masalah produk yang digunakan untuk perawatan kulit pengenalan terhadap produk baru sumber informasi produk baru evaluasi alternatif penggunaan informasi untuk mengevaluasi dan memilih alternatif pilihan atribut yang dipertimbangkan keunggulan produk baru terhadap produk sejenis alasan penggunaan kepercayaan terhadap manfaat produk baru pembelian keputusan konsumen untuk membeli merek yang telah dipilih keinginan membeli penggunaan pascapembelian dan evaluasi ulang alternatif yang dipilih penggunaan produk rekomendasi produk baru pada orang lain evaluasi antara harapan dan kinerja yang dirasakan kesesuaian kinerja dengan harapan tanggapan konsumen terhadap atribut produk tanggapan terhadap kualitas tanggapan terhadap harga tanggapan terhadap komposisi sumber: peter dan olson, kotler dan armstrong (2001) teknik pengumpulan data penulis melakukan pengumpulan data menggunakan metode pengumpulan data, yaitu pertama, interview (wawancara). penulis melakukan wawancara langsung kepada marketing manager pt martina berto untuk mengetahui penerapan bauran pemasaran pada produk biokos botu-like. kedua, kuesioner (angket). kuesioner berupa daftar pertanyaan tertutup berbentuk pertanyaan multichotomous yang diajukan pada responden yaitu konsumen dan non pengguna biokos untuk mengetahui preferensi terhadap atribut produk biokos dan perilaku pengambilan keputusan pembelian produk biokos. teknik pengambilan sampel prosedur pengambilan sampel menggunakan non-probability sampling dengan metode aksidental sampling. pengumpulan data diambil dari kuesioner yang dibagikan pada konsumen dan non-konsumen di puri ayu dan pedagang retail, seperti carrefour dan toko besar. analisis pemilihan atribut...( hartiwi prabowo; dkk) 89 teknik pengolahan sampel teknik pengolahan sampel yang digunakan dalam penelitian ini adalah dengan rumus untuk menetapkan sampel yang populasinya tidak diketahui atau tidak terbatas. berdasarkan rumus cooper dan schindler (2006:436) maka sampel yang diambil adalah 100 orang. metode analisis tabel 5 metode analisis tujuan penelitian metode analisis metode alat analisis tujuan-1 deskriptif survey wawancara tujuan-2 deskriptif survey statistik deskriptif – conjoint analysis tujuan-3 deskriptif survey statistik deskriptif – distribusi frekuensi uji validitas pengujian validitas kuesioner ini menggunakan one shot method (internal consistency). pengujian validitas ini dilakukan pada 30 responden. uji reliabilitas uji reliabitas dilakukan dengan program spss for windows dengan statistik cronbach alpha. conjoint analysis (analisis gabungan) langkah pengerjaan analisis konjoin adalah sebagai berikut. pertama, pada penelitian ini terdapat tiga atribut yang diukur (harga, manfaat, dan komposisi) maka akan ada 8 kasus (konsep produk) untuk dihitung atribut mana yang dominan. kedua, diasumsikan bahwa responden merangking setiap konsep produk dengan skor 1 hingga 8 dan 1 menunjukkan tingkatan tertinggi dari preferen. ketiga, setelah mengumpulkan data responden, langkah selanjutnya adalah memberi kode data pada cara yang sesuai untuk memperkirakan utilitas menggunakan mircosoft excel. keempat, prosedur yang dinamakan dummy coding akan dilakukan pada variabel independen (karakteristik produk). kelima, masukkan dummy coding untuk semua hasil atribut kolom array. setelah didapat hasil utilitas tiap individu, utilitas tersebut akan dihitung secara agregat untuk memperkirakan preferensi terhadap atribut produk keseluruhan responden. output akhir tersebut dapat digunakan untuk mengukur atribut mana yang paling dominan yang harus dimiliki oleh produk. journal the winners, vol. 8 no. 1, maret 2007:81-99 90 analisis regresi berganda dengan dummy model persamaan analisis konjoin dirumuskan secara matematis sebagai berikut. y = α + β1x1 + β2x2 + β3x3 + ε dan: y = preferensi responden terhadap konsep produk, α = konstanta atau intercept, β = beta weights (part-worth utilities) untuk atribut x = variabel dummy yang mewakili atribut produk ε = faktor eror pada model formulasi ini, koefisien untuk tingkat reference sama dengan 0. cara penyelesaian memperkecil jumlah kuadrat error seluruh observasi. standar error dari koefisien regresi (beta) menunjukkan seberapa tepat kita dapat memperkirakan koefisien itu dengan desain ini. standar error yang lebih rendah, lebih baik. hasil dan pembahasan penerapan bauran pemasaran produk pt martina berto menerapkan beberapa strategi untuk mendukung citra produk sebagai produk perawatan kulit untuk kerut wajah yang mudah diaplikasikan dan menggunakan bahan alami yang dapat dikonsumsi oleh konsumen menengah atas dan menengah bawah. keanekaragaman produk produk biokos botu-like series terdiri dari tiga jenis. pertama, anti wrinkle intensive correcting serum yang merupakan serum dengan kandungan botulike complex™ berkonsentrasi tinggi yang bekerja secara sinergis mengurangi garis ekspresi dan kerut serta membantu meningkatkan kekencangan kulit. kedua, anti wrinkle protective day treatment, merupakan pelembab wajah dengan kandungan botu-like complex™ yang secara terus menerus bekerja untuk menjaga kondisi kulit sekaligus mengurangi garis ekspresi yang nyata. kandungan anti oksidan dan spf 15-nya memberikan perlindungan lebih pada kulit dari pengaruh buruk lingkungan dan sinar ultra violet. kulit wajah pun tetap sehat sepanjang hari dan tampak lebih muda. ketiga, anti wrinkle overnight treatment merupakan krim malam dengan kandungan botu-like complex™ yang bekerja dengan efektif sepanjang malam untuk mengurangi kerut dan garis ekspresi yang nyata. jenis produk yang ditawarkan terdiri dari tiga jenis. hal itu dilakukan agar konsumen tidak perlu membeli satu set produk perawatan kulit yang kurang praktis dan harganya mahal. produk berupa serum, day cream, dan night cream konsumen dapat diaplikasikan pada seluruh bagian wajah dan dapat mengatasi seluruh masalah kerutan wajah. analisis pemilihan atribut...( hartiwi prabowo; dkk) 91 kualitas sebelum meluncurkan produk biokos botu-like ke pasar, pt martina berto mengadakan pengujian kualitas produk terlebih dahulu. sumber: pt martina berto (website) gambar 3 pernyataan responden setelah memakai produk produk biokos botu-like series telah melalui uji keamanan dan uji manfaat yang dilakukan pada lebih dari 100 responden wanita di bawah pengawasan dokter ahli kulit sehingga tidak menyebabkan iritasi maupun alergi pada kulit hingga 96%. kemasan kemasan biokos botu-like series dibuat berwarna hijau untuk mendukung konsep citra produk, yaitu sebagai produk perawatan kulit untuk mengatasi kerutan kulit yang komposisinya menggunakan bahan alami. untuk bahan baku kemasan, dibuat dari plastik agar konsumen lebih praktis menggunakan produk dan terhindar dari kerusakan kemasan akibat terjatuh. harga dalam menetapkan harga produk, pt martina berto menggunakan strategi penetapan harga penetrasi pasar. tabel 6 daftar harga produk botu-like series jenis produk harga anti wrinkle intensive correcting serum rp 124.500 anti wrinkle protective day treatment rp 94.500 anti wrinkle overnight treatment rp 94.500 sumber: pt martina berto journal the winners, vol. 8 no. 1, maret 2007:81-99 92 promosi promosi penjualan pt martina berto menyelenggarakan acara launch gathering pada tanggal 17 april 2006 untuk meluncurkan produk barunya, yaitu biokos botu-like series yang diadakan di crowne plaza hotel, jl. jendral gatot subroto, jakarta. dalam acara tersebut disediakan botu-like series limited edition dengan kemasan eksklusif. kemasan limited edition tersebut bertujuan untuk mempromosikan uji coba awal terhadap produk baru. sebagai puncak acara, undangan diberikan penawaran khusus yang sangat menarik, seperti diskon, voucher, dan lain-lain. periklanan untuk mempromosikan biokos botu-like, pt martina berto menggunakan iklan informatif dengan memasang iklan di koran, majalah, maupun tabloid, terutama yang memiliki sasaran pembaca wanita. selain itu, dicetak juga brosur yang berisi penjelasan mengenai komposisi, manfaat, keunggulan produk biokos botu-like dibanding produk sejenis, dan cara pengaplikasan produk. hubungan masyarakat bagian pemasaran pt martha tilaar mengadakan sejumlah aktivitas pemasaran berupa acara launching dan roadshow ke-5 kota besar di indonesia. selain acara launching dan roadshow, diadakan juga festival dan seminar untuk mempublikasikan biokos botu-like pada masyarakat. pada tanggal 8–10 september 2006 martha tilaar group mengadakan acara martha tilaar beauty innovation festival 2006 yang diadakan di mal kelapa gading jakarta. rangkaian acara martha tilaar beauty innovation festival 2006 ini diliput oleh metro tv dan harian kompas. pt martina berto dengan produknya biokos botu-like juga sering menjadi sponsor dalam acara yang berhubungan dengan fashion dan kecantikan di beberapa stasiun tv dan radio, terutama radio yang basis pendengarnya adalah wanita, contohnya female radio. distribusi untuk memasarkan produknya, pt martina berto bekerja sama dengan pt sari ayu indonesia selaku distributor produk martha tilaar untuk mendistribusikan biokos botu-like series pada toko kosmetik, departemen store, supermarket, dan hypermarket, serta outlet milik pt martha tilaar sendiri. analisis pemilihan atribut...( hartiwi prabowo; dkk) 93 lokasi produk biokos, khususnya botu-like series telah tersedia pada outlet, baik pada outlet khusus produk martha tilaar maupun pada mal dan departemen store di jakarta, surabaya, medan, lampung, palembang, bengkulu, magelang, solo, makasar, banjarmasin, cirebon, yogyakarta, semarang, denpasar, pekanbaru, bandung, salatiga, malang, dan pekalongan. hasil kuesioner analisis konjoin tabel 7 format pernyataan analisis konjoin deskripsi harga manfaat komposisi 1 rp94,500 mengurangi kerutan dan menghaluskan kulit kandungan bahan alami dari tanaman dan akarakaran yang aman bagi kulit 2 rp94,500 mengurangi kerutan dan menghaluskan kulit kandungan chamomile bahan anti iritasi dan alergi (hypo-allergenic) 3 rp94,500 mengencangkan dan melembabkan kulit kandungan bahan alami dari tanaman dan akarakaran yang aman bagi kulit 4 rp94,500 mengencangkan dan melembabkan kulit kandungan chamomile bahan anti iritasi dan alergi (hypo-allergenic) 5 rp124,500 mengurangi kerutan dan menghaluskan kulit kandungan bahan alami dari tanaman dan akarakaran yang aman bagi kulit 6 rp124,500 mengurangi kerutan dan menghaluskan kulit kandungan chamomile bahan anti iritasi dan alergi (hypo-allergenic) 7 rp124,500 mengencangkan dan melembabkan kulit kandungan bahan alami dari tanaman dan akarakaran yang aman bagi kulit 8 rp124,500 mengencangkan dan melembabkan kulit kandungan chamomile bahan anti iritasi dan alergi (hypo-allergenic) sumber: brosur produk biokos botu-like series dan pt martina berto dari total 100 respoden yang menjawab menyatakan bahwa harga memiliki tingkat kepentingan tertinggi, yaitu sebesar 43.42%. hal itu berarti harga merupakan atribut paling penting yang mempengaruhi preferensi konsumen dan proses evaluasi pengambilan keputusan pembelian konsumen terhadap produk biokos botu-like. utilitas harga pada level rp 94,500 sebesar 0.243 menunjukkan bahwa konsumen lebih memilih membeli produk day cream atau night cream biokos botu-like series yang harganya rp94.500,00 dibandingkan membeli serum yang harganya rp124.500,00 yang ditunjukkan dengan utilitas sebesar -0.243. atribut lain yang mempengaruhi preferensi konsumen adalah atribut manfaat produk dengan tingkat kepentingan relatif sebesar 31.22%. tingkat utilitas sebesar 0.202 menunjukkan bahwa manfaat produk untuk mengencangkan dan melembabkan kulit lebih disukai dibandingkan mengurangi kerutan dan menghaluskan kulit yang ditunjukkan oleh tingkat utilitas sebesar -0.202. journal the winners, vol. 8 no. 1, maret 2007:81-99 94 atribut komposisi memiliki tingkat kepentingan relatif yang paling rendah, yaitu sebesar 25.22% yang berarti konsumen tidak terlalu mempermasalahkan komposisi yang terkandung dalam biokos botu-like. komposisi produk dari bahan chamomile extract yang dapat mengurangi iritasi dan alergi memiliki tingkat utilitas sebesar 0.124 yang artinya kandungan bahan anti alergi dan anti iritasi lebih disukai dibanding atribut komposisi dengan kandungan bahan alami yang tingkat utilitasnya sebesar -0.124. preferensi seluruh konsumen (tingkat agregat) menyatakan bahwa kombinasi level atribut biokos botu-like yang paling disukai adalah harga produk pada level rp94.500,00 dan manfaat produk untuk megencangkan dan melembabkan kulit yang terdapat pada day cream dan night cream. untuk atribut komposisi, level atribut yang disukai adalah bahan anti alergi dan anti iritasi. hal itu berarti bahwa untuk level harga rp124.500,00, manfaat untuk mengencangkan dan melembabkan kulit dan komposisi produk dari bahan alami merupakan kombinasi level atribut yang paling tidak disukai konsumen. hasil kuesioner perilaku pengambilan keputusan pembelian dari hasil survei perilaku pengambilan keputusan pembelian, diketahui mayoritas responden yang mengunjungi outlet produk biokos botu-like adalah wanita dengan rentang umur antara 31 – 40 tahun dan memiliki profesi sebagai karyawan yang berpenghasilan di bawah rp2.000.000,00. pemahaman adanya masalah pengalaman masalah kerutan dari 100 responden, sebanyak 58 responden (58%) sedang mengalami masalah kerutan pada kulit dan sebanyak 42 responden (42%) tidak pernah mengalami masalah kerutan pada kulit. pencarian alternatif pemecahan cara terbaik mengatasi kerutan hasilnya, mayoritas responden, yaitu 55 orang (55%) menganggap cara terbaik mengatasi kerutan adalah menggunakan krim perawatan kulit. 31 responden (31%) menganggap masalah kerutan pada kulit lebih baik diatasi dengan suntik botox sedangkan sebanyak 14 orang menganggap lebih baik diatasi dengan operasi plastik. produk perawatan kulit yang biasa digunakan hasilnya, sebanyak 47 responden (47%) menggunakan biokos, yang menggunakan sariayu berjumlah 29 responden (29%). sisanya, sebanyak 24 responden (24%) menggunakan produk lain seperti ponds, biore, oriflame, bless, dan yang lainnya. analisis pemilihan atribut...( hartiwi prabowo; dkk) 95 pengenalan produk biokos botu-like series dari 100 responden, terdapat 18 orang (18%) yang tidak mengenal produk biokos botu-like. sebanyak 45 responden (45%) baru mengenal produk biokos botu-like sedangkan sisanya sebanyak 27 responden (27%) telah sangat mengenal produk biokos botu-like sumber informasi produk dari total responden, sebanyak 72 orang yang sangat mengenal dan baru mengenal biokos botu-like, mayoritas responden memperoleh informasi mengenai biokos botu-like dari promosi sebanyak 39 orang (54.2%). sebanyak 24 responden (33.33%) memperoleh informasi dari iklan media dan 9 responden memperoleh informasi dari word of mouth. evaluasi alternatif atribut produk yang dipertimbangkan mayoritas responden, yaitu 54 orang (54%) menyatakan bahwa harga adalah atribut yang mereka paling pertimbangkan dalam memilih produk perawatan kulit. yang memilih kualitas sebagai atribut yang dipertimbangkan sebanyak 26 responden (26%). sisanya, 20 responden (20%) memilih komposisi sebagai atribut yang dipertimbangkan dalam memilih produk perawatan kulit. apakah biokos botu-like lebih unggul dibanding produk sejenis hasilnya, sebanyak 48 responden (48%) menjawab setuju bahwa biokos botulike series lebih unggul dari dari produk sejenis, yang menyatakan tidak setuju akan keunggulan biokos botu-like dibanding produk lain sebanyak 34 responden (34%), sedangkan sisanya sebanyak 18 orang (18%) menyatakan sangat setuju terhadap keunggulan biokos botu-like. alasan menggunakan produk (bagi pengguna) dari hasil kuesioner, didapat 68 responden yang menggunakan produk biokos botu-like. hasilnya, sebanyak 28 responden (41.2%) menyatakan bahwa mereka menggunakan biokos botu-like karena ingin mencegah terjadinya kerutan pada kulit wajah mereka. yang menggunakan biokos botu-like karena ingin menghilangkan kerutan berjumlah 26 responden (38.2%) sedangkan sisanya sebanyak 14 responden (20.6%) menyatakan mereka menggunakan karena tidak puas dengan produk yang digunakan sebelumnya. journal the winners, vol. 8 no. 1, maret 2007:81-99 96 halangan mengunakan produk (bagi non-pengguna) bagi non-pengguna biokos botu-like yang berjumlah 32 orang, mayoritas responden, yaitu 19 responden (59.4%) menjawab bahwa mereka merasa belum membutuhkan produk perawatan untuk kerut wajah. sebanyak 10 responden (31.3%) menjawab bahwa halangan mereka tidak menggunakan biokos botu-like karena harganya yang mahal, sedangkan yang tidak menggunakan biokos botu-like karena sudah puas dengan produk yang mereka gunakan sebanyak 3 orang (9.4%). kepercayaan biokos botu-like dapat mengatasi masalah kerutan sebanyak 55 responden percaya bahwa biokos botu-like dapat mengatasi masalah kerutan, 40 responden menjawab ragu-ragu, dan 5 responden menjawab tidak percaya. pembelian keinginan membeli ulang (bagi pengguna) dari 68 responden, sebanyak 39 responden (57,4%) akan membeli ulang produk biokos botu-like, sebanyak 20 responden (29,4%) akan menunda, dan sisanya 9 responden menyatakan tidak akan membeli lagi. ketertarikan membeli (bagi non-pengguna) bagi non-pengguna biokos botu-like ditanyakan mengenai ketertarikan mereka untuk membeli produk. sebanyak 26 responden (81,3%) menyatakan akan membeli untuk mencoba dan 6 responden menyatakan tidak akan mencoba untuk membeli produk biokos. penggunaan pascapembelian dan evaluasi ulang alternatif yang dipilih merekomendasikan biokos botu-like pada orang lain (bagi pengguna) berdasarkan hasil survei, 68 responden yang menggunakan biokos botu-like 29 orang (42.6%) menyatakan mereka akan menunda untuk merekomendasikan produk biokos botu-like pada orang lain, sebanyak 28 responden (41.2%) menyatakan akan merekomendasikan produk pada orang lain, sedangkan sisanya, 11 responden (16.2%) menyatakan mereka tidak akan merekomendasikan. kesesuaian kinerja dengan harapan (bagi pengguna) konsumen yang telah menggunakan produk biokos botu-like menyatakan bahwa kinerja biokos botu-like telah cukup sesuai dengan harapan mereka adalah sebanyak 34 responden (50%), 20 responden (29.4%) menyatakan bahwa kinerja biokos botu-like sesuai dengan harapan mereka. sebanyak 14 responden (20.6%) menyatakan biokos botu-like tidak sesuai dengan harapan mereka. analisis pemilihan atribut...( hartiwi prabowo; dkk) 97 tanggapan terhadap kualitas (bagi pengguna) konsumen pengguna biokos botu-like yang menyatakan kualitas produk sudah cukup baik sebanyak 32 responden (47.1%), 28 orang (41.2%) menyatakan kualitas produk biokos botu-like baik, sisanya sebanyak 8 responden (11.8%) merasa kualitas biokos botu-like tidak baik. tanggapan terhadap harga para pengguna biokos botu-like series menyatakan bahwa harga produk sebesar rp 94.500 untuk day cream dan night cream, dan sebesar rp124.500,00 untuk serum sudah sesuai. hal itu dapat dilihat sebagian besar konsumen, yaitu sebanyak 30 responden (44.1%) yang menyatakan harganya sesuai sedangkan sebanyak 24 orang (35.3%) lainnya menyatakan biokos botu-like mahal. hanya 14 responden (20.6%) yang menyatakan produk biokos botu-like murah. tanggapan terhadap komposisi mayoritas responden sebanyak 39 orang (57.4%) menyatakan setuju bahwa komposisi biokos botu-like series aman digunakan. sebanyak 22 responden menyatakan sangat setuju bahwa biokos botu-like series aman digunakan. sisanya, sebanyak 7 orang menyatakan tidak setuju bahwa komposisi yang terkandung dalam biokos botu-like series aman digunakan. penutup untuk bauran pemasaran produk, pt martina berto menerapkan bauran produk dengan menghasilkan tiga jenis produk botu-like series, yaitu anti wrinkle intensive correcting serum, anti wrinkle protective day treatment, dan anti wrinkle overnight treatment. kemasan berwarna hijau untuk mendukung citra produk sebagai produk untuk mengatasi kerutan kulit yang komposisinya dari bahan alami. harga yang ditetapkan pt martina berto sebesar rp94,500,00 dan rp124,500,00. untuk mempromosikan biokos botu-like series, pt martina berto mengadakan berbagai kegiatan, seperti launch gathering, periklanan di koran kompas, majalah, roadshow ke kota besar, festival, kemasan limited edition, hadiah, dan diskon harga. pt martina berto menerapkan saluran dua tingkat untuk memasarkan produk biokos botu-like dan bekerja sama dengan pt sari ayu indonesia untuk mendistribusikan produk ke outlet milik pt martha tilaar, toko kosmetik, dan departemen store. berdasarkan penerapan bauran pemasaran yang telah dibahas, dapat disimpulkan bahwa bauran pemasaran yang dilakukan pt martina berto sudah baik. hal itu ditunjukkan besarnya jumlah permintaan awal terhadap produk yang melebihi target penjualan awal produk biokos botu-like series sebesar 3 kali lipat (www.swa.co.id). journal the winners, vol. 8 no. 1, maret 2007:81-99 98 preferensi seluruh konsumen (tingkat agregat) menyatakan bahwa kombinasi level atribut biokos botu-like yang paling disukai adalah harga produk pada level rp94.500,00 dan manfaat produk untuk mengencangkan dan melembabkan kulit. untuk atribut komposisi, level atribut yang disukai adalah bahan anti alergi dan anti iritasi. berdasarkan perilaku pengambilan keputusan pembelian, dari 100 responden, terdapat 68 orang pengguna biokos botu-like series, sebanyak 39 responden (57,4%) menyatakan akan membeli ulang dan 28 orang menyatakan akan merekomendasikan produk pada orang lain. tanggapan konsumen yang telah menggunakan produk biokos botu-like series dinilai secara keseluruhan cukup baik dan kinerja produk biokos botu-like dinilai telah cukup sesuai dengan harapan konsumen. kualitas produk yang dinyatakan oleh 60 konsumen dinilai cukup baik dan sebanyak 30 orang konsumen menyatakan harga yang ditawarkan pada ketiga jenis produk biokos botu-like telah sesuai dengan manfaatnya. di samping itu, terdapat 61 konsumen yang setuju bahwa komposisi produk biokos botu-like aman digunakan untuk kulit. tanggapan terhadap faktor tersebut yang menjadi indikator bahwa konsumen merasa puas terhadap kinerja produk. saran berdasarkan penelitian adalah pt martina berto sebaiknya menetapkan harga yang lebih rendah untuk produk anti wrinkle intensive correcting serum agar konsumen tertarik untuk membeli produk serum yang merupakan produk inti dari biokos botu-like series. pt martina berto sebaiknya lebih banyak melakukan kegiatan edukasi pasar mengenai manfaat botu-like series dan keunggulan botu-like series yang kinerjanya mirip suntik botox namun aman bagi kulit. pt martina berto sebaiknya memperbanyak promosi produk biokos botu-like series melalui iklan media agar masyarakat dapat lebih mengenal produk dan merangsang perilaku pembelian. daftar pustaka anwar, adrian, eric rinaldo syah, dan mori prananto. 2004. building a better shopping experience to increase consumers satisfaction through the fullfilment of consumers value perceived. tesis magister management information system universitas bina nusantara, jakarta. alma, buchari. 2004. manajemen dan pemasaran jasa. edisi revisi. bandung: cv alfabeta. churchill, jr, gilbert a., and dawn lacobbuci. 2005. marketing research: methodological foundations. ninth edition. thomson, south-western. cooper, donald r. and pamela s. schindler. 2006. business research methods. ninth edition. new york: mcgraw hill. analisis pemilihan atribut...( hartiwi prabowo; dkk) 99 hair, jr, joseph f., ralph e. anderson, ronald l. tatham, and william c. black. 1998. multivariate data analysis. fifth edition. new jersey: prentice hall international, inc. hawkins, del i, roger j. best, and kenneth a. coney. 2001. consumer behavior: building marketing strategy. eight edition. new york: mcgraw hill. khotijah, siti. 2004. smart strategy of marketing persaingan pasar global. bandung: cv alfabeta. kotler, philip. 2004. manajemen pemasaran edisi milenium. jilid-1. jakarta: pt indeks. kotler, philip and gary armstrong. 2001a. prinsip-prinsip pemasaran. jilid-1. jakarta: erlangga. kotler, philip and gary armstrong. 2001b. prinsip-prinsip pemasaran. jilid-2. jakarta: erlangga. peter, paul j. and jerry c. olson. 2000. perilaku konsumen dan strategi pemasaran. jilid-1. jakarta: erlangga. schiffman, leon g. and leslie lazar kanuk. 2004. consumer behavior. 8th edition. new jersey: prentice hall international, inc. sekaran, uma. 2003. research methods for business: a skill building approach. fourth edition. new york: john wiley & sons, inc. sugiyono. 2006. metode penelitian bisnis. cetakan kesembilan. bandung: cv alfabeta. sumarwan, ujang. 2004. perilaku konsumen: teori dan penerapannya dalam pemasaran. bogor: pt ghalia indonesia. supranto, j. 2004. analisis multivariat arti dan interpretasi. jakarta: pt rineka cipta. ulrich, karl t. and steven d. eppinger. 2003. product design and development. third edition. new york: mcgraw hill. umar, husein. 2003. metode riset perilaku konsumen jasa. jakarta: pt ghalia indonesia. http://www.marthatilaar.com/ http://www-rohan.sdsu.edu/ http://www.sawtoothsoftware.com/ http://www.en.wikipedia.com microsoft word 05_masruroh_ekuitas.doc journal the winners, vol. 9 no. 1, maret 2008: 62-73 62 analisis elemen ekuitas merek rcti dalam persaingan industri televisi swasta di indonesia: studi kasus pada empat perguruan tinggi swasta terkemuka di jakarta masruroh1; awin indranto2 abstract article measured the element of rcti brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. the used research method was descriptive, this research desribe 400 student perception from four private universities in jakarta on the rcti brand equity in last 2005. the used sampling method was probability sampling using proportionate stratified random sampling technique. the brand awarness research result shows that rcti brand is in the first level on top of mind level with 50,25% of the respondent. for the brand association, there are three associations that formed brand image of rcti, which are rcti oke, indonesian idol, and seputar indonesia. keywords: brand equity, competition, television industry abstrak artikel mengukur elemen ekuitas merek rcti yang terdiri dari brand awareness (kesadaran merek), brand association (asosiasi merek) yang membentuk brand image (citra merek), perceived quality (persepsi kualitas), dan brand loyalty (loyalitas merek). metode penelitian yang digunakan adalah deskriptif, yaitu menguraikan persepsi 400 mahasiswa di 4 universitas swasta terkemuka di jakarta terhadap ekuitas merek rcti pada akhir tahun 2005. metode sampling yang digunakan adalah probability sampling dengan teknik proportionate stratified random sampling. hasil penelitian menunjukkan bahwa merek rcti berada pada urutan pertama di tingkat top of mind dengan 50,25% responden. untuk brand association terdapat tiga asosiasi yang membentuk brand image rcti, yaitu asosiasi rcti oke, indonesian idol, dan seputar indonesia. kata kunci: ekuitas merk, persaingan, industri televisi 1, 2 fakultas ekonomi, universitas jayabaya, jl. pulomas selatan kav. 23 jakarta timur 13210, masruroh2000@yahoo.com analisis elemen ekuitas... (masruroh; awin indranto) 63 pendahuluan persaingan global pada saat ini sudah merupakan fenomena yang tidak dapat dihindari dalam dunia industri yang ditandai dengan perubahan yang serba cepat di bidang komunikasi, informasi, dan teknologi. salah satunya dalam bidang jasa pelayanan informasi dan hiburan, yaitu industri penyiaran televisi di indonesia. sampai saat ini tercatat sebelas stasiun televisi yang melakukan siaran nasional, sepuluh diantaranya adalah stasiun televisi milik swasta dan 1 milik negara. industri penyiaran televisi swasta di indonesia telah berkembang pesat sejak tahun 1990. dalam jangka waktu 16 tahun, tercatat sepuluh stasiun televisi swasta yang melakukan siaran nasional, 5 stasiun televisi diantaranya berdiri tahun 2000-an. dengan berdirinya 10 stasiun televisi swasta nasional dan ditambah lagi dengan berdirinya stasiun televisi swasta lokal, stasiun televisi menghadapi persaingan yang semakin ketat diantara stasiun televisi maupun dengan media lain, seperti radio, media cetak, dan media luar ruang yang tumbuh dengan pesat di indonesia untuk mendapatkan tempat dihati pemirsa. persaingan itu juga semakin panas dengan masuknya pemodal asing dengan membeli 20% saham salah satu stasiun televisi swasta milik bakrie, oktober 2005 lalu. pada sisi lain, industri penyiaran televisi disambut luas dikalangan industri iklan dan masyarakat umum yang haus informasi dan hiburan. berdasarkan artikel industri tv di majalah swa no.03/xxi/9 edisi februari 2006, bisnis free to air atau televisi terestrial memang ladang yang cukup subur untuk ditanami. televisi memang tak hanya dunia imajinasi, inspirasi, hiburan, dan informasi tetapi kotak ajaib itu juga magnet yang luar biasa untuk menyerap triliunan rupiah dana iklan. tiap tahun, kue iklan nasional paling besar terserap di industri televisi. alhasil, pertumbuhan iklan televisi selalu naik dari tahun ke tahun. tahun 2005 lalu, 70% belanja iklan nasional mengalir untuk media televisi. melihat kondisi seperti itu, stasiun televisi berlomba–lomba untuk merebut iklan dan penonton. stasiun televisi tidak dapat hanya mengandalkan pada kualitas produk (program) dari segi kecepatan, akurasi, produksi, sampai penerimaan siaran saja, melainkan juga pada brand (merek). merek yang prestisius memiliki brand equity (ekuitas merek) yang kuat. menurut kotler (2006:143), ekuitas merek merupakan efek diferensial positif yang ditimbulkan oleh pengetahuan nama merek terhadap pelanggan atas produk atau jasa tersebut. ekuitas merek mengakibatkan pelanggan memperlihatkan preferensi terhadap suatu produk dibandingkan dengan yang lain walau keduanya pada dasarnya identik. sejauh mana pelanggan bersedia membayar lebih tinggi untuk merek tertentu tersebut merupakan ukuran ekuitas merek. pengukuran brand equity (ekuitas merek) tidak terlepas dari empat dimensi ekuitas merek, yaitu awareness (kesadaran), association (asosiasi) yang dapat membentuk brand image (citra merek), perceived quality (persepsi kualitas), dan loyalty (loyalitas) konsumen terhadap suatu produk/jasa. teori itu dikembangkan lagi oleh aaker menjadi model brand equity ten dan terdapat dimensi kelima, yaitu market behaviour (perilaku pasar). journal the winners, vol. 9 no. 1, maret 2008: 62-73 64 semakin kuat ekuitas merek suatu produk/jasa, semakin kuat daya tariknya untuk menggiring pelanggan baru, mempertahankan pelanggan yang sudah ada, serta meminta mereka membayar dengan harga tinggi yang berarti akan mengantarkan perusahaan memperoleh keuntungan dari waktu ke waktu. dalam hal ini, hanya merek yang kuatlah yang dapat bertahan sedangkan yang lainnya akan tersisih dan menghilang. untuk itu, sebuah perusahaan harus terus–menerus mengelola ekuitas merek sebagai salah satu intangible asset. menurut hasil penelitian leslie de chernatony yang dipublikasikan pada journal of brand management (2001, vol.9), brand equity improvements can be achieved by adopting a more balanced perspective, addressing both customer opportunities and any organisational culture strengths, in addition to a management approach which is far more strategically driven. pt rajawali citra televisi indonesia merupakan perusahaan penyiaran televisi swasta. rcti memulai penyiaran pada bulan augustus 1989 dengan jumlah pelanggan decoder sebanyak 125.000 pelanggan yang baru mencakup jakarta dan sekitarnya. pada tahun 1990, rcti mendapat ijin untuk memperluas jangkauan penyiaran ke luar wilayah jakarta dan dapat ditangkap oleh pemirsa tanpa menggunakan decoder. diantara stasiun televisi swasta, rcti memiliki cakupan siaran nasional yang terluas karena telah didukung 47 stasiun relay dan mampu menjangkau sekitar 160 juta pemirsa di 289 kota. segmen pemirsa rcti ditujukan untuk segmen pemirsa menengah atas (kelas abc) (sumber internal rcti). menurut data ac nielsen media research, rcti memiliki pangsa pemirsa paling besar, yaitu 16,2% dan pangsa pasar sebesar 15,4% berdasarkan belanja kotor iklan selama januari sampai juni 2005. data ac nielsen media research juga menyebut rcti di urutan pertama dalam meraih spot iklan sebesar 291,507 spot iklan di tahun 2005, diikuti dengan trans tv posisi kedua, dan sctv posisi ketiga. dari uraian latar belakang tersebut, penelitian ini mengidentifikasi beberapa masalah yang akan diangkat, yaitu bagaimana tingkat pencapaian brand awareness rcti dibenak pemirsa (mahasiswa)? asosiasi apa saja yang membentuk brand image rcti? bagaimana persepsi pemirsa (mahasiswa) terhadap kualitas penyiaran televisi rcti? bagaimana tingkat loyalitas pemirsa (mahasiswa) terhadap merek rcti? tujuan penelitian, yaitu untuk mengetahui tingkat pencapaian brand awareness (kesadaran merek) rcti di benak pemirsa (mahasiswa); untuk mengetahui asosiasi yang membentuk brand image (citra merek) rcti; untuk mengetahui persepsi pemirsa (mahasiswa) terhadap kualitas penyiaran televisi rcti; untuk mengetahui tingkat loyalitas pemirsa (mahasiswa) terhadap rcti. agar penelitian lebih terarah, ditentukan beberapa batasan sebagai berikut: empat universitas di jakarta yang dipilih adalah universitas bina nusantara, universitas trisakti, universitas tarumanegara, dan universitas katolik atma jaya dengan alasan bahwa universitas tersebut merupakan empat universitas swasta terkemuka dan dapat analisis elemen ekuitas... (masruroh; awin indranto) 65 dikategorikan universitas untuk kelas sosial menengah atas yang dilihat dari biaya kuliah yang relatif mahal sehingga mahasiswa pada universitas tersebut dapat dikategorikan mahasiswa kelas sosial menengah atas; responden yang dipilih dalam penelitian ini adalah mahasiswa kelas sosial menengah atas dengan alasan bahwa target pasar rcti ditujukan kepada kalangan kelas sosial menengah atas (abc); mahasiswa yang dimaksud dalam penelitian ini adalah mahasiswa tingkat strata 1 (s1) yang sedang aktif dalam perkuliahan ketika penelitian ini dibuat; data populasi (jumlah mahasiswa) yang diperoleh adalah data populasi yang diperoleh secara lisan melalui wawancara telepon kepada keempat universitas tersebut; periode penelitian dilakukan pada november 2005 – januari 2006. pembahasan definisi operasional variabel variabel penelitian ini agar lebih dapat dioperasionalkan dalam penelitian, dapat dilihat pada tabel 1. tabel 1 definisi opersional dan instrumen pengukuran variabel dimensi indikator skala brand awareness top of mind merek stasiun televisi swasta yang disebutkan pertama kali oleh responden atau yang pertama kali muncul dalam benak responden ketika ditanyakan. nominal brand recall merek lain yang disebutkan setelah menyebutkan merek pertama kali tersebut. nominal brand recognition merek rcti disebutkan dengan alat bantu seperti dengan memberikan logo dari stasiun televisi swasta tersebut tanpa menunjukkan mereknya. nominal unaware of brand tidak mengetahui/menyadari sama sekali mengenai merek rcti. nominal brand association atribut tingkat informasi yang diberikan sejumlah responden mengenai segala sesuatu yang ada di ingatan konsumen yang terkait dengan merek rcti. nominal perceived quality atribut tingkat informasi yang diberikan sejumlah responden mengenai persepsi konsumen terhadap keseluruhan kualitas rcti. ordinal journal the winners, vol. 9 no. 1, maret 2008: 62-73 66 brand loyalty switcher pemirsa yang suka berpindah–berpindah saluran dalam menonton suatu jenis program acara di televisi karena faktor iklan. ordinal habitual viewer pemirsa yang menonton suatu jenis program acara rcti karena kebiasaan. ordinal satisfied viewer pemirsa yang merasa puas akan suatu jenis program acara rcti. ordinal liking the brand pemirsa yang menonton suatu jenis program acara rcti karena faktor suka akan mereknya ordinal commited viewer pemirsa yang menyarankan orang lain untuk menonton suatu jenis program acara di rcti. ordinal populasi dan sampel dalam penelitian ini, peneliti menggunakan probability sampling. teknik probability sampling yang digunakan adalah proportionate stratified random sampling. teknik itu digunakan bila populasi mempunyai anggota/unsur yang tidak homogen dan berstrata secara proporsional. untuk menentukan besarnya ukuran sampel, peneliti menentukan total populasi terlebih dahulu, yaitu total kumulatif mahasiswa dari empat perguruan tinggi swasta yang diteliti. total mahasiswa dari empat perguruan tinggi swasta tersebut adalah sebesar: universitas bina nusantara 20.000 mahasiswa → populasi universitas trisakti 25.000 mahasiswa universitas tarumanegara 16.000 mahasiswa universitas atmajaya 13.000 mahasiswa 74.000 mahasiswa → total populasi setelah mengetahui jumlah populasi, sampel ditentukan dengan rumus slovin (prasetyo, 2005:136). n = n 1 + n(e) ² keterangan: n = besaran sampel n = besaran populasi e = nilai kritis batas ketelitian yang diinginkan (persentase kelonggaran ketidaktelitian karena kesalahan penarikan sampel) berdasarkan rumus tersebut, penghitungan jumlah sampel responden adalah sebanyak 398 orang. karena populasi berstrata, sampelnya juga berstrata menurut setiap universitas. dengan demikian, masing–masing sampel setiap universitas harus proporsional sesuai dengan populasi. analisis elemen ekuitas... (masruroh; awin indranto) 67 jadi jumlah sampel untuk: universitas bina nusantara = 20.000 x 398 = 108 74.000 universitas trisakti = 25.000 x 398 = 135 74.000 universitas tarumanegara = 16.000 x 398 = 87 74.000 universitas atmajaya = 13.000 x 398 = 70 74.000 jadi jumlah responden = 108 + 135 + 87 + 70 = 400 responden kriteria sampel yang dirumuskan oleh peneliti adalah responden (mahasiswa) menengah atas (kelas sosial abc). hal itu karena segmen pemirsa rcti adalah kalangan menengah atas (kelas sosial abc). untuk menentukan kriteria tersebut, peneliti mengukur dari besarnya pengeluaran rata–rata mahasiswa per bulan. berdasarkan standar yang digunakan pt capricorn mars indotama, salah satu perusahaan marketing research di indonesia, maka segmentasi kelas sosial masyarakat menengah atas dapat direpresentasikan dari golongan social economic status abc menurut keseluruhan pengeluaran rata–rata rumah tangga per bulan untuk makanan, transportasi, gaji pembantu, listrik/air, dan lain lain. akan tetapi, tidak termasuk pengeluaran untuk pembelian/cicilan barang mewah seperti tv, rumah, kendaraan, dan lain sebagainya. a: lebih dari rp. 2.250.000 b: antara rp 1.750.000 – rp. 2.250.000 c: antara rp 1.250.000 – rp. 1.750.000 dalam penelitian ini, untuk mengukur reponden masuk dalam kriteria mahasiswa menengah atas (kelas sosial abc), peneliti mengasumsikan pengeluaran rata–rata perbulan mahasiswa menengah atas (kelas sosial abc) sebesar: a: lebih dari rp. 1.750.000 b: antara rp. 1.250.000 – rp.1.750.000 c: antara rp. 750.000 – rp. 1.250.000 pengolahan dan teknik analisis data data penelitian diolah dengan program computer excel, word, spss. untuk analisis data, digunakan beberapa teknik sesuai dengan prosedur dan permasalahan penelitian. berikut teknik analisis data: skala likert untuk proses tabulasi data hasil kuisioner; uji validitas dan reliabilitas data hasil kuisioner; analisis tabelaris untuk permasalahan yang sifatnya deskriptif kualitatif, analisis itu untuk menjawab permasalahan 1; uji cochran digunakan untuk analisis permasalahan 2; diagram cartesius digunakan untuk analisis permasalahan 3; analisis rata-rata digunakan untuk analisis permasalahan 4. journal the winners, vol. 9 no. 1, maret 2008: 62-73 68 hasil penelitian uji validitas dan reliabilitas hasil uji validitas dan reliabilitas variabel brand association 11 butir pertanyaan dinyatakan valid dan reliabel, 9 butir pertanyaan perceived quality dinyatakan valid dan reliable, serta seluruh butir pertanyaan brand loyalty dinyatakan valid dan realibel. profil responden tabel 1 jenis kelamin responden responden laki – laki perempuan jumlah persentase jumlah persentase universitas trisakti 70 17,5% 65 16,25% universitas bina nusantara 60 15% 48 12% universitas tarumanegara 34 8,5% 53 13,25% universitas atmajaya 28 7% 42 10,5% total 192 48% 208 52% 400 (100%) sumber: data diolah tabel 2 rata-rata pengeluaran per bulan responden rata – rata pengeluaran per bulan > rp.1.750.000 rp.1.250.00 rp.1.750.000 rp.750.000 rp.1.250.000 jumlah persentase jumlah persentase jumlah persentase trisakti 22 5,5% 18 4,5% 95 23,75% bina nusantara 8 2% 23 5,75% 77 19,25% tarumanegara 8 2% 16 4% 63 15,75% atmajaya 8 2% 13 3,25% 49 12,25% total 46 11,5% 70 17,5% 284 71% 400 (100%) sumber: data diolah pada tabel tersebut dapat dilihat bahwa mahasiswa menengah atas (kelas sosial a) dengan pengeluaran rata – rata per bulan sebesar >rp.1.750.00 paling banyak berada di trisakti dengan jumlah 22 orang (5,5%). hal itu karena trisakti masih merupakan universitas swasta yang paling bergengsi di kalangan mahasiswa menengah atas sehingga banyak dari mereka yang memilih trisakti untuk kuliah. begitu juga dengan citra trisakti yang sejak dulu sampai sekarang identik dengan banyaknya anak pejabat, model, pemain sinetron, dan orang terkenal yang kuliah disana. hal itu juga diperkuat dengan biaya kuliah yang mahal dan banyaknya mahasiswa yang membawa kendaraan sendiri, terutama mobil. analisis elemen ekuitas... (masruroh; awin indranto) 69 rata-rata durasi nonton tv pada tabel 3 dapat dilihat bahwa durasi mahasiswa menonton tv dalam sehari paling banyak pada rentang 3–5 jam. berarti hampir ¼ waktu aktivitas mahasiswa dalam sehari digunakan untuk menonton tv. hal itu mungkin karena mahasiswa sangat peka terhadap dunia informasi dan hiburan, terutama media televisi. terbukti dengan banyaknya program menarik untuk kalangan anak muda yang disajikan oleh stasiun televisi belakangan ini. apalagi dengan munculnya tv berlangganan via satelit, seperti indovision, kabelvision, astrotv, dan lain-lain, yang menyajikan program menarik dari luar negeri semakin membuat mahasiswa banyak menghabiskan waktu untuk menonton tv. tabel 3 durasi mahasiswa menonton tv dalam sehari responden rata – rata durasi nonton tv dalam sehari < 1jam 1 – 3jam 3 – 5jam > 5jam jumlah % jumlah % jumlah % jumlah % trisakti 12 3 40 10 50 12,5 33 8,25 bina nusantara 13 3,25 38 9,5 45 11,25 12 3 tarumanegara 10 2,5 32 8 30 7,5 15 3,75 atmajaya 13 3,25 23 5,75 20 5 14 3,5 total 48 12% 133 33,25% 145 36,25% 74 18,5% 400 (100%) sumber: data diolah brand awareness top of mind mengacu pada hasil riset brand awareness (top of mind) pada setiap universitas tersebut, secara keseluruhan dari jumlah 400 responden, rcti merupakan merek stasiun televisi swasta yang paling diingat oleh responden dengan jumlah 201 responden (50,25%). trans tv diurutan kedua dengan 25,75%, indosiar diurutan ketiga 5,75%, sctv dengan 4%, global tv dengan 3,5%, metro tv dengan 2,75%, tv7 dengan 2,25%, o’channel dengan 2%, jaktv dan lativi masing–masing dengan 1,25%, 3 orang menyebutkan merek stasiun tv lainnya 0,75%, dan 0,5% menyebutkan tpi sebagai merek stasiun tv swasta yang paling mereka ingat. brand recall secara keseluruhan dari jumlah 400 responden, merek sctv menempati urutan pertama dalam kategori brand recall, yaitu merek lain yang disebut responden setelah mereka menyebutkan merek yang paling diingat pada kategori top of mind. hal itu mungkin didukung dengan fakta bahwa sctv merupakan stasiun televisi swasta yang journal the winners, vol. 9 no. 1, maret 2008: 62-73 70 kedua setelah rcti berdiri. begitu juga dengan program acara sctv, seperti liputan 6 yang telah memperoleh penghargaan sebagai acara berita terbaik dan dengan dihadirkannya penayangan piala dunia 2006 sehingga dapat menguatkan mereknya diingatan pemirsa. hasil riset menunjukkan bahwa sctv telah disebut responden sebanyak 88,75%, indosiar sebanyak 75,25%, global tv sebanyak 74%, tpi sebanyak 67,25%, antv sebanyak 62,25%, tv7 sebanyak 59,5%, trans tv sebanyak 57%, o’channel sebanyak 56,75%, lativi sebanyak 55,75%, rcti sebanyak 49,5%, jak tv sebanyak 43,25%, metro tv sebanyak 40,25%, 10% menyebut merek stasiun tv lain, dan 8% menyebut spacetoon. untuk rcti sendiri, pada tingkatan ini sebanyak 198 mahasiswa yang menyebutkan merek rcti setelah merek lain yang mereka sebut pada top of mind. hal itu memperkuat pernyataan bahwa merek rcti selalu diingat oleh pemirsa dan membuktikan dari 400 responden, 201 responden menyebutkan rcti pada top of mind, 198 responden pada brand recall, dengan jumlah total 399 responden, berarti hanya 1 responden yang tidak menyebutkan merek rcti pada riset brand awarness ini. brand recognition dan unaware of brand pada kategori brand recognition (pengingatan kembali merek rcti) dan unaware of brand (tidak mengenal merek rcti sama sekali), dari 400 responden, hanya 1 responden (0,25%) saja yang perlu diingatkan kembali akan merek rcti. hal itu terjadi karena responden lupa untuk mencantumkan merek rcti pada pertanyaan sebelumnya, baik dikategori top of mind maupun brand recall. untuk unaware of brand, tidak ada satupun responden (0%) yang tidak mengenali merek rcti. hal itu memperkuat simpulan bahwa di tengah persaingan bisnis penyiaran televisi swasta yang sangat kompetitif, tidak ada satu orang pun yang lupa akan eksistensi rcti. brand asociation dari sembilan asosiasi yang diperoleh, hanya terdapat tiga asosiasi yang membentuk brand image, rcti yaitu asosiasi: seputar indonesia, rcti oke, dan indonesian idol. ketiga asosiasi ituah yang terlintas dipikiran pemirsa tentang rcti sehingga membentuk brand image rcti. hasil itu memperkuat fakta bahwa slogan “rcti oke” yang ditayangkan sejak rcti berdiri hingga sekarang begitu tertanam di benak pemirsa. begitu juga dengan program acara seputar indonesia yang ditayangkan sejak dulu hingga sekarang. dan juga terlihat bahwa program acara indonesian idol dapat memikat hati pemirsa sehingga menjadi salah satu asosiasi yang membentuk brand image rcti. perceived quality dari hasil riset perceived quality, pada diagram cartesius terdapat beberapa atribut yang terletak di kuadran i (kinerja rendah, tingkat kepentingan tinggi) bahwa analisis elemen ekuitas... (masruroh; awin indranto) 71 rcti perlu meningkatkan kinerjanya karena dinilai penting oleh pemirsa (mahasiswa), yaitu program inovatif dan kreatif, program menarik, dan konten program terpercaya dan andal. pada kuadran ii (kinerja tinggi, tingkat kepentingan tinggi) diagram cartesius, rcti perlu mempertahankan kinerjanya karena menurut pemirsa (mahasiswa) sudah sesuai harapan, terdapat beberapa atribut, yaitu audio video bagus, informasi upto-date, aktualitas dan kredibilitas berita, dan program bervariasi. untuk kuadran iii (kinerja rendah, kepentingan rendah) pada diagram cartesius, rcti tidak perlu memperhatikan kinerjanya karena dianggap tidak penting oleh pemirsa (mahasiswa) terdapat beberapa atribut, yaitu logo menarik dan hubungan baik dengan pemirsa. namun, tidak terdapat satupun atribut kualitas pada kuadran iv diagram cartesius (kinerja tinggi, tingkat kepentingan rendah). brand loyalty loyalitas merek rcti sudah cukup baik karena bentuk piramida yang ideal, yaitu makin ke atas makin melebar tetapi pada level satisfied viewer dan liking the brand terlihat mulai mengecil, namun membesar lagi pada commited viewer. pemirsa rcti paling banyak berada pada tingkat habitual viewer (57%) atau 228 dari 400 pemirsa, yaitu paling banyak pemirsa menonton rcti karena faktor kebiasaan. hal itu mungkin karena pemirsa hanya menonton program acara tertentu saja yang menurut mereka menarik sehingga menjadi kebiasaan mereka untuk menonton program acara tersebut. misalkan untuk menonton berita, pemirsa sudah merasa terbiasa untuk menonton seputar indonesia di sore hari dan acara lainnya. hal itu juga mungkin terjadi dengan stasiun televisi lain dan tingkat loyalitas pemirsa berada pada habitual viewer karena pemirsa menonton televisi berdasarkan kualitas programnya, bukan karena merek stasiun televisinya. untuk tingakatan switcher (pemirsa yang menonton rcti karena faktor pengalih dari stasiun televisi lain yang sedang iklan), yaitu tingkatan loyalitas merek paling bawah, hanya 35% atau 140 dari 400 pemirsa. hal itu merupakan kabar baik bagi rcti dan tingkat switcher sebesar 35% lebih kecil dari jumlah pemirsa tv indonesia yang selalu berganti saluran selama jeda iklan (switcher) sebesar 53%, menurut hasil riset lowe indonesia. jadi, dapat dikatakan bahwa tingkat switcher rcti rendah. dari hasil tersebut menunjukkan bahwa loyalitas merek rcti cukup baik karena tidak berada pada tingkatan paling bawah, yaitu switcher. akan tetapi, berada pada tingkatan habitual viewer. hal itu terjadi karena mungkin kebanyakan pemirsa menonton rcti hanya pada program acara tertentu saja yang disukai sehingga sudah menjadi kebiasaan merek untuk menonton program acara tersebut. dan hal itu juga mungkin terjadi pada stasiun televisi yang lain. journal the winners, vol. 9 no. 1, maret 2008: 62-73 72 penutup simpulan yang dapat diambil sebagai berikut. pertama, brand awarness atas merek rcti menunjukkan bahwa merek rcti berada pada urutan pertama di tingkat top of mind dengan 50,25% responden. kedua, brand association atas merek rcti terdapat 3 asosiasi yang membentuk brand image (citra merek) rcti, yaitu asosiasi rcti oke, indonesian idol, dan seputar indonesia. ketiga, perceived quality, dilihat dari diagram cartesius terdapat atribut: kualitas program inovatif dan kreatif, program menarik, konten program terpercaya dan andal pada kuadran i; audio video bagus, informasi upto-date, aktualitas dan kredibilitas berita, dan program bervariasi pada kuadran ii; dan logo menarik dan hubungan baik dengan pemirsa pada kuadran iii. keempat, brand loyalty, pemirsa rcti berada pada tingkat habitual viewer sebesar 57% dan pada tingkat switcher rendah, yaitu sebesar 35%. saran yang diberikan untuk penelitian selanjutnya adalah pertama, asosiasi yang membentuk brand image rcti masih sedikit (hanya 3 asosiasi) dan tidak terdapat unsur kualitas dalam brand image, misalkan program menarik, stasiun televisi yang inovatif, dan lain-lain. untuk itu, perusahaan perlu lebih menonjolkan core compentences (kompetensi utama), misalkan rcti terkenal dengan menayangkan program acara reality show maka pada bagian itulah yang perlu lebih ditonjolkan sehingga dapat menanamkan asosiasi reality show dalam benak konsumen dan begitu juga dengan asosiasi lain yang ingin ditanamkan. kedua, pada perceived quality, rcti perlu meningkatkan kinerjanya dalam program acara agar lebih inovatif dan lebih kreatif sehingga dapat terus memikat hati pemirsa dan konsumen lainnya. begitu juga dengan membuat konten atau isi dari program acaranya yang lebih terpercaya dan dapat diandalkan agar dapat bersaing dengan stasiun televisi swasta nasional, lokal, maupun dari luar negeri. daftar pustaka anonymous. 2005. “peta pemasok program di stasiun tv,” cakram komunikasi. vol.256, p34. ahw, arw, ffp/bse. 2005. “jualan program ala tv lokal,” cakram komunikasi. vol.255,p.54 bse. 2005. “iklan tv sudah membosankan!,” cakram komunikasi. vol.254, p23. chernatony, leslie de. 2001. “model for strategically building brands,” journal of brand management. vol.9. analisis elemen ekuitas... (masruroh; awin indranto) 73 david, fred r. 2007. strategic management. 11th edition. new jersey: prentice hall. durianto, darmadi, sugiarto, dan tony sitinjak. 2004. strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek. jakarta: pt gramedia pustaka utama. durianto, darmadi, sugiarto, dan lie joko budiman. 2004. brand equity ten: strategi memimpin pasar. jakarta: pt gramedia pustaka utama. kartajaya, hermawan. 2004. hermawan kartajaya on brand seri 9 elemen marketing. bandung: pt mizan pustaka. kotler, philip. 2006. marketing management. 12th edition. new jersey: prentice hall. nicolino, patricia f. 2004. brand management: the complete ideal’s guides. jakarta: prenada media. prasetyo, bambang dan lina miftahul jannah. 2005. metode penelitian kuantitatif: teori dan aplikasi. jakarta: pt raja grafindo persada. simamora, henry. 2002. aura merek. jakarta: pt gramedia pustaka utama. soelaeman, henni t. 2006. “babak baru setelah murdoch datang,” swa sembada. vol. xxii, no.3, p106. sugiyono. 2004. metode penelitian bisnis. bandung: cv alfabeta. supranto. 2001a. pengukuran tingkat kepuasan pelanggan untuk menaikkan pangsa pasar. jakarta: rineka cipta. _______. 2001b. statistik teori dan aplikasi. jilid-2. jakarta: erlangga. susanto, a.b dan himawan wijanarko. 2004. power branding membangun merek unggul dan organisasi pendukungnya. jakarta: pt mizan publika. tjiptono, fandy. 2001. strategi pemasaran edisi 2. yogyakarta: andi. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 113 the winners, 22(2), september 2021, 113-122 doi: 10.21512/tw.v22i2.7085 improving employee engagement of muhammadiyah teachers with organizational trust, distributive justice, and psychological empowerment cut rifatmi fadhilaini1*; heru kurnianto tjahjono2; susanto3 1,2,3department of magister management, muhammadiyah university of yogyakarta jl. universitas muhammadiyah yogyakarta, tamantirto, bantul, daerah istimewa yogyakarta 55184, indonesia 1cut.rifatmi.psc16@mail.umy.ac.id; 2herukurnianto@umy.ac.id; 3susanto@umy.ac.id received: 23rd february 2021/ revised: 02nd april 2021/ accepted: 12th april 2021 how to cite: fadhilaini, c. r., tjahjono, h. k., & susanto. (2021). improving employee engagement of muhammadiyah teachers with organizational trust, distributive justice, and psychological empowerment. the winners, 22(2), 113-122. https://doi.org/10.21512/tw.v22i2.7085 abstract the research aimed to look at the factors that significantly influence the teacher’s engagement, especially the factors of organizational trust and distributive justice. in addition, the research was to see the moderating effect of psychological empowerment in the influence of organizational trust on employee involvement and between distributive justice on employee engagement using the hierarchical regression analysis method. the research implemented simple random sampling technique and obtained 150 respondents, who were teachers at muhammadiyah schools spread across five schools in kotagede district, yogyakarta, indonesia. the results show that organizational trust has a significant effect on employee engagement, while distributive justice does not significantly affect employee engagement. in addition to these factors, psychological empowerment is shown to have a quasi-moderating effect in the effect of organizational trust on employee engagement. since the analysis is limited to only five muhammadiyah schools in kotagede, yogyakarta, the results cannot generalized. in addition, the covid-19 pandemic only makes the questionnaires possible via online. since younger teachers start to dominate, future research is suggested to have a further analysis on different generations (x, y, and z). keywords: employee engagement, organizational trust, distributive justice, psychological empowerment, school teachers i. introduction the education sector is one of the strategic areas in muhamadiyah's efforts to increase the benefit of the people. the founder, k. h. ahmad dahlan hopes that in the muhammadiyah organization every cadre sincerely fights for the organization and participates in developing the muhammadiyah organization as one of the largest organizations in indonesia. in other words, employees in institutions under the muhammadiyah organization are expected not only to go to work and go home, but also to have engagement with the institutions and the development of the muhammadiyah organization. muhammadiyah encounters many challenges including: (1) the flow of secularism-materialism is a temptation for muhammadiyah cadres to be able to uphold their commitment to muhammadiyah; (2) the impact of global capitalism on development and life orientation towards profit, exploitation and worship of material and worldly pleasures; (3) must accommodate all levels of society including those from the less fortunate; (4) for younger generation who prefers to become civil servants considered more promising in terms of income, eventually working in a muhammadiyah charity is the umpteenth choice; (5) regeneration of cadres is not as fast as the increasing need for human resources makes the organisation, amal usaha muhammadiyah (aum), has to be open to human resources from outside the organization who are not necessarily familiar with muhammadiyah's. in the midst of ongoing challenges, the implementation of organizational values and culture that the founders have sown is not always easy due to the organizations need for highly engaged human resources. teacher involvement is the main driver of student participation. it is more likely to say that students who engage have 2,5 times chance to get good grades and do well in school. besides, they are 4,5 times more likely to have future expectations than 114 the winners, vol. 22 no. 2 september 2021, 113-122 actively disengaged peers are (gallup, 2016). in southeast asia, indonesia is in the lowest position in the achievement of employee engagement, which is only 8%. meanwhile 77% is classified as not engaged and the remaining 15% is actively disengaged. furthermore, 49% of indonesia's youth are generation y or familiarly called millennials (born in 1980-1996). this also includes the formation of teachers, which are mostly filled by this generation. millennials have a tendency of idealistic characters, drivers of change and does not quite have strong bonds. only 29% of millennials are engaged with the workplace, whereas 55% tend to be ambivalent or not engaged compared to the older generation (gallup, 2016). it is considered interesting to conduct a research on the employee engagement of teachers in school institutions under the auspices of the muhammadiyah branch leadership education council kotagede (pimpinan cabang muhammadiyah/pcm kotagede). given the historical record, pcm kotagede developed a role in the early days of muhammadiyah in yogyakarta. pcm kotagede is the first branch of muhammadiyah. in addition, pcm kotagede is one of the muhammadiyah branch leaders that are active and advanced, both in the social, health, economic and educational fields. there are at least two elemantary schools, one junior high school and two senior high school under the auspices of pcm kotagede. there are at least 233 teachers spread across the five schools under the pcm kotagede. along with the increasing years and the growing need for schools for teachers, the existence of senior teachers who were none other than part of the pioneers was slowly being replaced by young workers. based on the data, 71% of the teaching staff are young workers (aged <40 years). these young workers come from various heterogeneous backgrounds, not only from cadres or with muhammadiyah backgrounds, but also from general public. it is the duty of the muhammadiyah leadership, especially the dikdasmen (primary and secondary education) council to continue to instill muhammadiyah values in teachers in the muhammadiyah autonomous organization environment none other than muhammadiyah da'wah cadres. this adds to the interest in researching involvement, with the hope that it can contribute to improving the quality of education under pcm kotagede primary education council in particular. employee engagement has a positive relationship with productivity (moletsane, tefera, & migiro, 2019). employees who have high involvement with the working organization will carry out their work with all their heart and mind. in fact, sometimes it might exceed the main task assigned to them. in other words, employee involvement is a psychological condition in which employees feel an interest in the company or organization they work for. consequently, they tend to be motivated in improving their performance to a level beyond job requirements. employee engagement rates are related to school outcomes, student retention and student achievement (gallup, 2016). employee involvement allows them to have strong loyalty to the company or organization (niranjan & thomas, 2018). helping the contribution of teachers as muhammadiyah cadres in the success of the organization, it is necessary to recognize the significant factors in increasing employee involvement both internally and externally. several weight variables are affected. employee trust in the organization has been widely studied to have a positive influence on employee involvement (hough, green, & plumlee, 2016; jena, pradhan, & panigrahy, 2017). building trust in the organization will increase employee willingness to take risks and lead to greater creativity and job involvement. this is in line with what has been described that trust in superiors is shown to be positively correlated with subordinate’s work involvement. by increasing employee involvement in the organization, it will indirectly build up their trust in the organization (mcmanus & mosca, 2015). trust is a condition that determines the success of the empowerment process. an indicator that makes a big contribution in building trust in leader is the employees’ view towards their supervisors who can be trusted since they often act for the benefit of employees and never took a chance for himself (yulianti, 2016). the higher the level of empowerment and trust in employees, the greater the commitment to the organization (kosar & naqvi, 2016). the success, effectiveness and efficiency of an organization largely depends on the trust between employees in the organization. if the relationship in the work environment is well maintained, performance will be more efficient. however, it is impossible for a job to run successfully if there is distrust of one another (baştug et al., 2016). h1: organizational trust has a significant positive effect on employee engagement. tjahjono et al. (2019) point that contextual aspects, such as distributive justice, procedural justice, and social capital, play a large role in elaborating satisfaction and organisational commitment. moreover, organization must improve distributive, procedural, and interactional justice during the process of determining policy and after the implementation of policy due to the positive consequences on pay satisfaction, ethical decision, job satisfaction, affective communication, intention to join and commitment to keep working (hadi, tjahjono & palupi, 2020). distributive justice is the main determinant in predicting employee job satisfaction. employees who are satisfied with what is obtained from the organization will provide more than what is expected and continue to improve their performance. conversely, if employees are not satisfied, they tend to see work as tedious and boring. as a result they will work forcibly, even carelessly. distributive justice and interactional justice positively correlate with four facets of job satisfaction namely, supervision, co-worker, pay, and 115improving employee engagement.... (cut rifatmi fadhilaini, et al.) promotion. they did not have correlation with nature of job as a facet of job satisfaction (dong & phuong, 2018). there are correlation between the components of organisational justice and those of job satisfaction varies. out of the components of organisational justice, only distributive justice has the capability of predicting all components of job satisfaction (firoozi, kazemi, & sayadi, 2017). distributive justice affects perceived organizational support, which has an impact on engagement. therefore to ensure that employees are optimally engaged with their work, organizations must ensure policies and practices that reinforce employee perceptions of fairness. tanoto and sugiharto (2018) show that perceived organizational support becomes the most significant factor for turnover intention, and distributive justice has higher influence on perceived organizational support compared with turnover intention. hassan et al. (2017) and tariq, ilyas, and abdul (2017) also show that distributive justice has a positive effect on engagement. it is important for the organization to get fairness from the income received by employees to reduce turnover. pratiwi and syahrizal (2019) state that justice is distributed positively and significantly on employee engagement. when the company shortens the fair organization in the distribution of results, it will increase employee engagement. a sense of satisfaction will arise in the employee over the distributive welfare provided by the organization, thus employees are encouraged to provide a higher level of involvement. this also seems to apply in the field of education, as evidenced by septiani and arwiyah (2018) who conducted research at smp muhammadiyah 6 bandung. they prove that organizational justice has a positive effect on employee engagement. one of the components of distributive justice in the form of compensation is proven to have an effect on employee engagement and performance (pandita & musoli, 2019). based on the results of previous research, a hypothesis is formulated. h2: distributive justice has a significant positive effect on employee engagement based on the ancient work-resource model of work interactions, psychological empowerment can be seen as a resource that enables a person to become involved in work. psychological empowerment and organizational trust have influence upon affective commitment. mollamohammadrafie (2019) indicates that the psychological empowerment dimensions, meaning and competence, and the organizational trust dimensions, competency, consistency and loyalty, have significant and positive influence upon affective commitment. psychological empowerment is shown to have a significant contribution to employee engagement (sharma & singh, 2018; abdulrab et al., 2017; azlan & wahab, 2020). meng and sun (2019) shows that the relationship between organizational trust and psychological empowerment is mutually influencing, allowing employees to increase self-efficacy and to determine their destiny. ugwu, onyishi, and sánchez (2013) adds that employee trust and psychological empowerment in the organization contribute to forming engagement. employees who receive good organizational trust and psychological empowerment will show a higher level of interaction than those who do not. the positive relationship between organizational trust and job involvement is stronger for workers who have poor perceptions of psychological empowerment than for those who obtain great empowerment. research has shown that psychological empowerment moderates relationships between organizational variables such as social exchange relationships and positive employment outcomes. for example, kimpah, ibrahim, and raudeliuniene (2017) find that psychological empowerment moderates the relationship between developmental experience and perceived organizational support. kirrane, kilroy and o’connor (2019) point out that team psychological empowerment moderates the negative relationship between abusive supervision and engagement (vigour and dedication components). thus this research argues that psychological empowerment moderates the relationship between organizational trust and employee interactions in such a way that the relationship between trust and interaction is more pronounced when empowerment is poor. therefore hypothesis are formulated: h3: psychological empowerment moderates the relationship between organizational trust and employee engagement h4: psychological empowerment moderates the relationship between distributive justice and employee engagement figure 1 conceptual model ii. methods the research applies a simple random sampling technique, in which each element of the population has an equal chance of being selected as a sample or research subject (turner, 2019). the respondents are teachers at five muhammadiyah schools spread across kotagede district, yogyakarta, indonesia. 116 the winners, vol. 22 no. 2 september 2021, 113-122 measurements are made using a five-point likert scale (1 = strongly disagree; 2 = disagree; 3 = neutral; 4 = agree; and 5 = strongly agree). the scale used for the employee engagement variable uses a scale validated by schaufeli et al. (2002) which consists of 12 statement items. organizational trust variables are measured using a scale made by shockley-zalabak, ellis, and cesaria (1999) in accordance with the organizational trust index (oti) of 29 statement items. meanwhile, the distributive justice variable is measured using a scale which consists of 4 question items related to outcomes (leventhal, 1976 in tjahjono, 2007). the psychological empowerment variable uses a scale which includes the four dimensions, namely meaning, competence, self-determination and impact (spreitzer, 2007). based on the slovin formula, the minimum sample that can represent 233 members of the population is 147 samples, but the research obtains 150 respondents. the data analysis technique uses the hierarchical regression analysis through the spss 25.0. this method is to see the influence between the independent and dependent variables and to see the interaction effect or moderation effect. table 1 demographic data of respondent category frequency % gender male 62 41,3 % female 88 58,7 % age less than 25 years 14 9,3 % 25 to 40 years 92 61,3 % more than 40 years 44 29,3 % experience less than 1 year 5 3,3 % 1 to 2 years 29 19,3 % 2 to 3 years 11 7,3 % more than 3 years 105 70,0 % table 1 shows that the majority of respondents are female (58,7%). considering the age, the majority of respondents are 25 to 40 years (61,3%). in terms of experience, most of the employees have worked for more than 3 years (29,3%). the data show that they are a very experienced workforce. iii. results and discussions to test the feasibility of each statement item or question posed in the research questionnaire, it is necessary to test the validity, as presented in table 2. this test is done by comparing the calculated r value with r table with df = n-2 and a significance level of 5%. this test is carried out on each item of the statement. if the value of r table < r count then it is declared valid. in other words the question or statement posed is feasible in defining a predetermined variable. the research has 150 respondents, so the value of df = 150-2 = 148 and α = 0,5, hence the value of r table is 0,1348. moreover, a reliability test is conducted. all variables have to construct reliability values of more than 0,7 (ghozali, 2018), which means that the constructs are reliable, as seen in table 3. before the data is analyzed using hierarchical regression analysis method, it must be ensured that the data meet the classical assumptions. the normality test for data above 50 uses the kolmogorov-smirnov test. based on the research data, the sig. is 0,082 (table 4). this value is greater than the value of α = 0,05, so the decision is to reject h0. this means that the data is normally distributed. in other words, the data fulfills the assumption of normality. the heteroscedasticity test serves to test whether the regression model has an inequality of variance from the residuals of one observation to another. if the variance is the same or constant, it is called homoscedasticity. this can be seen from the residual scaterplot formed from the observation data points, as shown in figure 2. if the dots spread out and do not form a certain pattern, it can be stated that the data meets the homoscedasticity assumption. the data are spread, so it fulfills the assumption of homoscedasticity. figure 2 scaterplot of residuals data a good regression model should not have correlation between independent variables. if there is a correlation, the result shows that it is not orthogonal or there is a similarity. orthogonal variables are independent variables whose correlation value between independent variables is 0. multicollinearity test is used to detect any correlation between variables (table 5). the independent variable is said not to occur multicollinearity if the tolerancy value is >0,1 and the variance inflation factor (vif) <10. the research has two independent variables, namely organizational trust and distributive justice. the tolerance value for the two variables is 0,642. this value is more than 0,1. likewise, the vif value that is more than 1,557 is less than 10. it can be concluded that there is no multicollinearity in the two independent variables. 117improving employee engagement.... (cut rifatmi fadhilaini, et al.) table 2 validity test of instruments indicator rcount decision indicator rcount decision indicator rcount decision employee engagement organizational trust organizational trust ee1 0,602 valid ot1 0,680 valid ot23 0,748 valid ee2 0,681 valid ot2 0,611 valid ot24 0,755 valid ee3 0,538 valid ot3 0,674 valid ot25 0,570 valid ee4 0,559 valid ot4 0,622 valid ot26 0,619 valid ee5 0,691 valid ot5 0,481 valid ot27 0,693 valid ee6 0,661 valid ot6 0,484 valid ot28 0,618 valid ee7 0,649 valid ot7 0,497 valid ot29 0,662 valid ee8 0,640 valid ot8 0,669 valid ee9 0,698 valid ot9 0,662 valid ee10 0,658 valid ot10 0,677 valid psychological empowerment ee11 0,674 valid ot11 0,702 valid pe1 0,593 valid ee12 0,198 valid ot12 0,711 valid pe2 0,706 valid ee13 0,548 valid ot13 0,686 valid pe3 0,651 valid ee14 0,633 valid ot14 0,689 valid pe4 0,674 valid ee15 0,613 valid ot15 0,666 valid pe5 0,709 valid ee16 0,645 valid ot16 0,756 valid pe6 0,625 valid ee17 0,706 valid ot17 0,647 valid pe7 0,648 valid distributive justice ot18 0,719 valid pe8 0,634 valid dj1 0,784 valid ot19 0,744 valid pe9 0,608 valid dj2 0,860 valid ot20 0,672 valid pe10 0,550 valid dj3 0,861 valid ot21 0,706 valid pe11 0,551 valid dj4 0,829 valid ot22 0,700 valid pe12 0,614 valid table 3 reliability test variable cronbach’s alpha conclusion employee engagement (y) 0,915 reliable organizational trust (x1) 0,959 reliable distributive justice (x2) 0,928 reliable psychological empowerment (m) 0,901 reliable table 4 the normality test kolmogorov-smirnov statistic df sig. unstandardized residual 0,068 150 0,082 table 5 multicollinearity test model unstandardized coefficients standardized coefficients t sig. collinearity statistics decision b std. error beta tolerance vif (constant) 24,092 3,831 6,288 0,000 ot 0,371 0,042 0,676 8,820 0,000 0,642 1,557 no multicollinearity dj -0,042 0,220 -0,015 -0,192 0,848 0,642 1,557 no multicollinearity 118 the winners, vol. 22 no. 2 september 2021, 113-122 this descriptive analysis is used to see the characteristics description of the respondents’ response to each statement item from the questionnaire. the analysis uses the average value and a percentage of the score of respondents' answers, which are grouped based on interval calculations. the research uses a likert scale consisting of five scales. the respondents data on each statement item will be grouped into five categories with a scale range of 0,8, namely very low, low, medium, high, and very high. based on the results of the respondent’s answers, the average value of all indicators for each variable is calculated, and the high categories are obtained for the four variables. the average value of the four variables is in the range of 3,41 – 4,20, so all falls into the high category (see table 6). the statistical analysis technique is hierarchical regression analysis with the spss 25 application. in step one, based on the simultaneous test results, the anova calculation results are obtained, where f count is 59,025 and sig 0,000. that way the model is simultaneously significant. however, in partial testing, the variable distributive justice obtained a sig value of 0,848, which is greater than the predetermined significance level of 0,05. it can be concluded that the variable distributive justice does not significantly affect employee engagement. furthermore, regression analysis is carried out without including the variable distributive justice and the ŷ1,2 model is proven to be significant. this means that there is a positive influence from the organizational trust variable on employee engagement with a coefficient of 0,667. this shows that higher organizational trust will certainly also increase employee engagement of teachers in muhammadiyah schools within the pcm kotagede scope. the second step is the test that involves two equation models. the model contains independent variables organizational trust and distributive justice by adding moderating variable (psychological empowerment) into the equation. the test results show that both equations are significant since the sig value for the moderating variable in both equations is 0,000, less than α = 5%. the resulting r-squared also has an increase when compared to the test in the previous stage. the third step is to test whether there is a moderating effect of the psychological empowerment variable on the effect of the independent variable (organizational trust) on the dependent variable (employee engagement) as well as distributive justice towards employee engagement. an analysis is carried out by adding the interactions between each independent variable and the moderating variable (x1*m and x2*m) as the independent variables. based on the results of regression analysis shown in table 7, it can be denied to answer h1 that organizational trust has a significant positive effect on employee engagement. this shows that more organizational trust of teachers in school organizations will increase the employee engagement of teachers. the decreasing organizational trust of teacher can reduce the involvement of teaching staff employees. organizational trust consists of five dimensions, namely: 1) competence, 2) openness and honesty, 3) concern for employees, 4) reliability, and 5) identification. the results show that the dimensions of table 6 mean score based on variables and age generation variable mean category mean by generation gen z (>25) gen y (25-40) gen x (>40) employee engagement (y) 3,98 high 3,82 high 3,97 high 4,06 high organizational trust (x1) 3,85 high 3,64 high 3,82 high 3,99 high distributive justice (x2) 3,72 high 3,21 medium 3,68 high 3,99 high psychological empowerment (m) 3,99 high 3,81 high 4,00 high 4,00 high table 7 hierarchical regression results and test of moderation step model equation r2 r 2 change anova sig. f sig. x1 x2 m xi*m 1 ŷ1,1 = 0,676 x1 0,015x2 0,445 0,000 59,025 0,000 0,000 0,848 ŷ1,2 = 0,667 x1 0,445 0,000 118,786 0,000 0,000 2 ŷ2,1 = 0,386 x1 + 0,480 m 0,597 0,152 108,727 0,000 0,000 0,000 ŷ2,2 = 0,412 x2 + 0,652 m 0,516 0,071 78,506 0,000 0,023 0,000 3 ŷ3,2 = 1,491 x2 + 1,447 m + 1,854 x2 m 0,625 0,028 80,964 0,000 0,000 0,000 0,001 ŷ3,3 = 0,543 x2 + 0,910 m 0,554 x2 m 0,519 0,003 52,582 0,000 0,212 0,002 0,352 note: x1: organizational trust x2: distributive justice m: psychological empowerment 119improving employee engagement.... (cut rifatmi fadhilaini, et al.) competence and openness and honesty are proven to be significant in influencing employee engagement. the competency dimension is related to the confidence of teachers in seeing how effective their colleagues and leaders are, as well as the organization as a whole. this dimension is also a measure of how strong teachers believe in the organization's ability to compete and survive in the market. in addition, the dimension of openness and honesty is proven to significantly affect employee engagement. organizations that are able to provide accurate information and provide sufficient information so as not to raise suspicion can certainly achieve the trust of teachers in the organization. one of the products is the high loyalty associated with teachers to the organization. for h2, the result shows that distributive justice does not significantly affect employee engagement. this is in line with tjahjono & palupi (2017) pointing out distributive justice has no effect on affective commitment, while procedural justice has a positive effect on affective commitment. data analysis shows that the loyalty of teachers as a product of engagement is not solely influenced by the material received. there are other factors that are more dominant in influencing on how strong the perceived engagement is, so that it can increase involvement and loyalty in working and joining muhammadiyah. that way the concept that is taught and always implanted in all muhammadiyah cadres, especially in the school of muhammadiyah pcm kotagede scope, can be said to be successful. in h3, psychological empowerment variables are sufficient evidence as a quasi moderator in the influence of organizational trust variables on employee engagement. quasi moderator or pseudo moderation is a variable that moderates the relationship between the independent variable (organizational trust) and the dependent variable (employee engagement) as well as being the independent variable. this means that in addition to influencing employee engagement, psychological empowerment can also strengthen the influence of organizational trust on employee engagement. according to spreitzer (2007), there are four dimensions of psychological empowerment, namely meaning, competence, self-determination, and impact. the research shows that three of the dimensions are proven to significantly influence employee engagement, where the amount of contribution is based on the dimensions of competence, meaning, and impact. competence refers to self-efficacy that is specific to a job. teacher’s confidence in their skills and abilities can motivate them to do a good performance. meanwhile, dimension of meaning refers to the conformity between a person's job role needs and a person's beliefs, values and behavior. the impact dimension is a description of the extent to which teaching staff can influence strategy, administration, or work results. in this dimension, there is more to the contribution of the involvement of teachers to the organization. lastly, for h4, there is no moderating effect of psychological empowerment on the effect of distributive justice on employee engagement. simultaneous distributive justice together with the organizational trust variable is not proven to have an effect on employee engagement, so the possibility of a moderating effect is not proven. organizational trust between superiors and subordinates, as well as between colleagues, is essential. everything that the leader does is able to represent the organization, so it is important for a leader to have integrity in what is said and done. in addition, good leaders are able to communicate openly, participate in carrying out control functions wisely, solve misunderstandings with tabayyun (clarify), and provide correct information. therefore, the teaching staffs’ trust will be well-established, and it certainly will also increase teachers’ engagement with the organization. schools that are under the auspices of the muhammadiyah kotagede branch leadership dikdasmen have a pure source of funds from student payment income. there is no financial support from the muhammadiyah foundation, so that muhammadiyah schools must be smart in allocating their income for all forms of expenditure. one of them is in the allocation of salaries for teaching staff and also for their education personnel. so far, the average salary of teaching staff and also education personnel is below the city minimum wage limit. however, based on research data, the variable of distributive justice is descriptively high. this shows that although their salary does not reach the city minimum wage limit, they are able to achieve justice. data analysis shows that the loyalty of teachers as a product of their involvement is not merely a source of the material received. there are other factors that are more dominant in influencing the perceived influence so that it can increase interaction and loyalty in working and joining muhammadiyah. that way the concept of sincerity in muhammadiyah which is taught and instilled in all muhammadiyah cadres, especially in kotagede’s school can be said to be successful. however, even though distributive justice proved insignificant in influencing the involvement of teachers, it does not mean that muhammadiyah branch and/or school leaders neglect fairness of distribution, especially in the distribution of payroll. the variables provided are very sensitive in the world of work. observed in the descriptive analysis, the mean score at z generation indicates different categories. in z generation, it is included in the medium category, while the generation above it is in the high category, even though the existence of z generation will continue to grow and shift previous generations. this allows for a shift in the perception of the distributive justice of teachers. the increasing demands of life and the soaring dreams can have an impact on the shaky loyalty 120 the winners, vol. 22 no. 2 september 2021, 113-122 of the teaching staff, creating a young perception that distributive justice is not optimally achieved, especially when the teaching staff comes from a general background, not from muhammadiyah. besides, young age is also one of the reasons for being able to try several ways in other workplaces that offer a more attractive employment system. this is a challenge for muhammadiyah schools to get quality teachers. given the role of teachers is very important in creating a nation. it is not uncommon for muhammadiyah schools to lose teachers who prefer to become civil servants or work in other schools that can provide more salaries. in addition, teachers who have fulfilled their daily needs tend to be of a higher quality at work. teachers do not need to bother looking for additional income by doing a side business to make ends meet. by doing a side business, it certainly will take your time, energy, and thoughts. this has an impact on minimal learning time. they do not have more time to read books and tend to self-develop, and explores effective and creative learning methods in educating students. in other words, if the teachers are prosperous, they ideally can focus more on learning in school. on the other hand, exhaustion is also a factor in the emergence of unstable emotions. in fact, teachers are required to be able to provide excellent service in educating students. teachers feel more tired and bored, since they try to give maximum performance only to get minimal appreciation. this certainly has an impact on the products of education in muhammadiyah schools. for this reason, in an effort to achieve positive performance, schools must create a work environment that can be trusted and be capable of achieving psychological empowerment and justice. iv. conclusions the research aims to analyze the effect of organizational trust, distributive justice, and psychological empowerment on employee engagement. based on the results of data analysis through spss 25.0 and hierarchical regression analysis, there are four conclusions. first, organizational trust has a positive and significant effect on employee engagement. second, there is not significant effect of distributive justice on employee engagement. third, psychological empowerment is significant as a quasi moderator in the influence of organizational trust variables on employee engagement. lastly, psychological empowerment does not have a moderating effect on the effect of distributive justice on employee engagement. the research findings show that organizational trust, distributive justice, and psychological empowerment have an essential role in improving employee engagement. the results can be valuable information for schools management and majelis dikdasmen muhammadiyah in making policies that can encourage employee engagement improvement. first, it can be a concern in achieving loyalty and involvement of teachers in organizations. given the importance and magnitude of influence on student success as the main product of the school, employee engagement needs to be one of the goals that must be achieved by schools. second, schools can prioritize achieving the confidence of their teachers in the organization. third, even though distributive justice is not proven to significantly affect the employee engagement of teachers, it does not mean that the muhammadiyah organization and school leaders of muhammadiyah ignore distributive justice, especially in remuneration. given this variable is very sensitive in the world of work. last, psychological empowerment contributes to the achievement of employee engagement. as a leader, he can create a work environment that can foster motivation and attachment to work so that it can generate engagement. the research has limitations that need to be considered for further research. first, the research object is only limited to five schools in kotagede district of yogyakarta, indonesia, so these results cannot 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(2016). procedural justice, organizational trust, organizational identification dan pengaruhnya pada employee engagement. journal of theory and applied management, 9(3), 210-225. http://dx.doi. org/10.20473/jmtt.v9i3.3076 microsoft word 07 artikel-rudy aryanto_setting.doc 66 journal the winners, vol. 10 no. 1, maret 2009: 66-74 budaya dan kualitas kerja pada perusahaan manufaktur dan eksportir rotan rudy aryanto1; syam rizma2 1, 2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 raryanto@binus.edu abstract cane (calamus spp), also known as rattan, is an important non-timber forest product used extensively all over indonesia as a raw material for making furniture, handicraft, and other household articles. the study aims to generate information on production and export industry of rattan furniture, identify problems, and recommend solutions. the general problem on rattan manufacture management is human resources especially working ethos and performance of employees. the aim of this research is to analyze the influence of quality management and working ethos towards working performance of the employee at a rattan exporter and industry. analysis method used are associative and pearson correlation. the data collected from the employee towards quality management and working ethos, by filling out the questionnaire provided by using likert scale that is effective to analyze the composition of the agreement and disagreement towards the statement on the questionnaire. the result achieved from this research is to learn the relation between quality management of working ethos, notify the relation between quality management and working ethos with working performance, and acknowledge the influence between quality management and working ethos, and working performance. the quality management has a low relation towards working performance. working ethos has a strong relation with working performance. quality management and working ethos has a strong relation towards working performance employees in rattan exporter and industry. keywords: quality management, working ethos, working performance abstrak tebu (calamus spp), juga dikenal sebagai rotan, merupakan produk hutan non-kayu yang penting digunakan secara luas di seluruh indonesia sebagai bahan baku pembuatan mebel, kerajinan tangan, dan barang rumah tangga lainnya. penelitian telah berusaha untuk menghasilkan informasi tentang produksi dan ekspor industri mebel rotan, mengidentifikasi masalah, dan merekomendasikan solusi. masalah umum tentang pengelolaan rotan manufaktur adalah sumber daya manusia terutama etos kerja dan kinerja karyawan. penelitian ini bertujuan untuk menganalisis pengaruh manajemen mutu dan etos kerja terhadap prestasi kerja karyawan pada eksportir rotan dan industri. metode analisis hubungan yang asosiatif dan pearson. data yang dikumpulkan dari karyawan terhadap manajemen mutu dan etos kerja, dengan mengisi kuesioner yang disediakan dengan menggunakan skala likert yang efektif untuk menganalisis komposisi perjanjian dan ketidaksepakatan terhadap pernyataan pada kuesioner. hasil yang dicapai dari penelitian ini adalah untuk mempelajari hubungan antara manajemen kualitas etos kerja, memberitahukan hubungan antara manajemen mutu dan etos kerja dengan bekerja kinerja, dan mengakui pengaruh antara manajemen mutu dan etos kerja, dan kinerja kerja. manajemen kualitas memiliki hubungan yang rendah terhadap kinerja pegawai. etos kerja memiliki hubungan yang kuat dengan prestasi kerja. manajemen mutu dan etos kerja memiliki hubungan yang kuat terhadap kinerja karyawan yang bekerja di eksportir rotan dan industri. kata kunci: manajemen mutu, etos kerja, kinerja kerja budaya dan kualitas kerja .....(rudy aryanto; syam rizma) 67 pendahuluan dalam menghadapi persaingan dunia usaha yang semakin ketat, diperlukan berbagai strategi perusahaan untuk mengembangkan kualitas dari perusahaan mereka; termasuk salah satunya adalah dengan meningkatkan kualitas kerja karyawan, baik secara individual, organisasional, maupun psikologis. untuk mendapatkan kualitas kerja karyawan yang bagus tersebut, perusahaan juga seharusnya mendorong peningkatan budaya kerja pada setiap karyawannya; dengan cara mendorong kepemimpinan yang tepat, pelaksanaan etika kerja yang baik serta kedisiplinan pada seluruh bagian organisasi. situasi seperti inilah yang ideal dan ingin dimiliki perusahaan agar tercipta produktivitas, budaya, dan kualitas kerja yang baik dalam turut memajukan perusahaan. salah satu jenis produk unggulan dari indonesia yang mempunyai pangsa pasar ekspor yang cukup baik adalah produk berbahan dasar rotan. dari data nilai ekspor produk jadi rotan, yang dilansir badan pusat statistik (bps) senilai us$ 200 juta dari total sekitar us$ 320 juta pada tahun 2008, sedangkan asosiasi mebel dan kerajinan indonesia (mkri) mencatat nilai ekspor produk kerajinan dan mebel rotan sebanyak us$ 140 juta. menilik besarnya potensi ekspor yang dihasilkan oleh sektor usaha ini, maka terdapat pula berbagai permasalahan terkait kinerja dan kualitas kerja dari para karyawannya. salah satu perusahaan yang dapat menjadi contoh riset kualias kerja karyawan adalah pt tanamas industry comunitas, yang bergerak dalam bidang pengolahan dan penjualan meubel, yang didirikan pada tahun 1972. kegiatan fisik perusahaan ini adalah sebuah workshop dengan luas 1 ha di parung, pabrik yang luasnya 3000 m2 di curug, pabrik di cirebon seluas 7000 m2. sedangkan jumlah karyawannya adalah 552 orang, dengan penempatan 26 orang di tomang, 126 orang di parung, dan 400 orang di cirebon. barangbarang furniture yang diproduksi berupa dining set, teras set, paertition, laundry rack, plenter stand, magazine rack, swivel rocker, dan lain-lain. bahan mentah rotan didapat dari kalimantan, sulawesi, dan sumatera. struktur organisasi yang dikembangkan terdiri mulai dari pucuk pimpinan, yaitu direktur utama yang dibantu oleh wakil direktur i bidang pemasaran dan operasional, dan wakil direktur ii bidang keuangan. pimpinan perusahaan tersebut dibantu oleh manajer produksi, manajer keuangan, dan manajer ekspor. sedangkan divisi-divisi yang dikembangkan meliputi divisi pengadaan, divisi ekspor, divisi akunting, divisi personalia, dan divisi pabrik. perusahaan memiliki visi untuk selalu berkomitmen total pada setiap pekerjaan yang diberikan pelanggan. perusahaan percaya bahwa keberhasilan adalah hasil dari profesionalisme, kerja keras serta komitmen total untuk memenuhi sebaik mungkin, bahkan melebihi kebutuhan pelanggan dengan mengutamakan mutu, waktu, dan keamanan dari barang yang diproduksi. hal inilah yang membuat perusahaan dikenal dalam industri rotan sebagai perusahaan yang memiliki integritas, kehandalan dan keahlian yang baik. dengan mempertimbangkan pendapat dari stakeholders dan pengamatan literatur, maka identififasi permasalahan yang menjadi perhatian utama dari riset ini adalah terkait penerapan manajemen kualitas yang dimiliki perusahaan dan budaya kerja serta kinerja karyawan, yaitu (1) apakah manajemen kualitas yang diterapkan perusahaan mempengaruhi serta memiliki hubungaan yang kuat dengan kinerja karyawan, (2) apakah budaya kerja perusahaan dapat mempengaruhi serta memiliki hubungan yang kuat dengan kinerja karyawan, dan (3) apakah penerapan manajemen kualitas serta budaya kerja mempengaruhi serta memiliki hubungan yang kuat dengan kinerja karyawan. 68 journal the winners, vol. 10 no. 1, maret 2009: 66-74 pembahasan pada riset ini terkait dengan manajemen dan manajemen sumber daya manusia. luther gulick menyebutkan bahwa manajemen sebagai ilmu pengetahuan yang berusaha secara sistematis untuk memahami mengapa dan bagaimana manusia bekerja sama untuk mencapai tujuan dan membuat sistem kerja sama yang lebih bermanfaat bagi kemanusiaan (handoko, 1998). bila diartikan secara harafiah, manajemen diadopsi dari kata management, yang berarti tangan, dan maggiare yang berarti menangani. sedangkan manajemen sumber daya manusia adalah ilmu dan seni yang mengatur hubungan dan peranan tenaga kerja agar efektif dan efisien membantu terwujudnya tujuan perusahaan, karyawan, dan masyarakat (malayu dan hasibuan, 1997). manajemen sumber daya manusia adalah suatu proses menangani berbagai macam masalah dalam ruang lingkup karyawan, pegawai, buruh, manajer, dan tenaga kerja lainnya untuk dapat menunjang aktivitas organisasi atau perusahaan demi mencapai tujuan yang telah ditentukan. sumber daya manusia merupakan aset terbesar yang dimiliki oleh perusahaan. oleh karena itu, penting bagi perusahaan untuk dapat mengolah aset tersebut demi kemajuan perusahaan. manajemen sumber daya manusia bertujuan untuk meningkatkan kualitas sumber daya manusia agar dapat meningkatkan efektivitas perusahaan atau organisasi dalam rangka mencapai tujuan. aktivitas manajemen sumber daya manusia antara lain persiapan, seleksi, pengembangan, pemeliharaan, dan penggunaan. kegiatan-kegiatan tersebut dilakukan dalam mewujudkan tujuan akhir suatu perusahaan. selain itu, aktivitas manajemen sumber daya manusia memiliki beberapa pekerjaan yang harus diterapkan, yang merupakan bagian dari tujuan aktivitas manajemen sumber daya manusia itu sendiri. pekerjaan manajemen sumber daya manusia meliputi melakukan analisis pekerjaan (menentukan pekerjaan setiap karyawan), merencanakan kebutuhan tenaga kerja dan merekrut calon karyawan, memilih calon karyawan, mengarahkan dan melatih karyawan-karyawan baru, manajemen upah dan gaji (memberikan kompensasi pada karyawan), memberikan insentif dan keuntungan, menilai prestasi, berkomunikasi (mewawancarai, memberikan konseling, mendisiplinkan), melatih dan mengembangkan para karyawan serta membangun komitmen karyawan (dessler, 2004). untuk mengoptimalkan keuntungan dan penggunaan biaya seefektif mungkin, maka diperlukan aplikasi konsep kualitas dan manajemen kualitas. hal ini dapat dicapai melalui pengelolaan dari seluruh aktivitas bisnis yang dilakukan oleh setiap fungsi dalam organisasi perusahaan secara efektif. manajemen kualitas sangat erat kaitannya dengan produktivitas dan controlling. produktivitas adalah rasio output dan input suatu proses produksi dalam periode tertentu. setiap perusahaan akan mengukur produktivitas berdasarkan keunikan dan tujuan sasarannya. faktor-faktor yang menentukan produktivitas antara lain peralatan yang kuno, beban kerja yang tidak dapat diprediksi, arus kerja yang tidak efisien, rancangan kerja tidak tepat serta jarangnya kegiatan pelatihan dan pengembangan (mangkuprawira dan hubeis, 2007), sedangkan controlling digunakan untuk melakukan perbaikan kualitas. oleh karena itu, perlu dilakukan controlling terhadap seluruh tindakan (sulistiyani dan rosidah, 2003). dalam mengukur kualitas kerja, ada beberapa hal yang digunakan (fidelity brokerage services llc, 2007), yaitu (1) penyampaian pelayanan, meliputi konsistensi kinerja, ketepatan, dan kecepatan; (2) ketangkasan, meliputi reaksi terhadap perubahan kebutuhan, proses desain berkala, dan standar yang fleksibel; (3) keterkaitan, meliputi pertanggungjawaban, kecepatan mengatasi hambatan, dan perbaikan secara proaktif. sedangkan implikasi dan manfaat manajemen kualitas menurut gasperz (2003) di antaranya adalah (1) implikasi internal, misalnya konsistensi produk/kualitas pelayanan, penurunan biaya, tanggung jawab, dan wewenang yang jelas; (2) implikasi eksternal, misalnya kesan mutu perusahaan, meningkatkan kepercayaan pelanggan serta (3) implikasi bagi perusahaan, misalnya produktivitas, kinerja keuangan, pemantauan, dan pengembangan sumber daya manusia. dalam mencapai peningkatan kualitas dan kinerja karyawan, maka diperlukan pengembangan budaya kerja dengan baik. budaya kerja terbentuk begitu satuan kerja atau organisasi itu berdiri. perlu waktu bertahun-tahun, bahkan puluhan tahun untuk membentuk budaya kerja. pembentukan budaya diawali oleh pendiri (founders) atau pimpinan paling atas (top management) atau pejabat yang dituju. budaya dan kualitas kerja .....(rudy aryanto; syam rizma) 69 budaya kerja merupakan salah satu elemen kunci pengelolaan sumber daya manusia. menurut mangkuprawira dan hubeis (2007), terdapat 3 faktor utama pada budaya kerja ini, yaitu kepemimpinan, etika kerja, dan kedisiplinan. dalam budaya kerja, ketika seorang manajer sudah memilih gaya kepemimpinan manajemen tertentu, maka keberhasilannya dapat diukur dari berbagai segi, antara lain (1) keberhasilan karyawan dan kelompoknya dalam mencapai tujuan organisasi/perusahaan, (2) kepuasan maksimum karyawan, (3) derajat konflik horisontal dan vertikal, (4) perputaran (masuk-keluarnya) karyawan, (5) tingkat ketidakhadiran karyawan, dan (6) produktivitas kerja karyawan. sedangkan etika kerja adalah aturan normatif yang mengandung sistem nilai dan prinsip moral, yang merupakan pedoman bagi karyawan dalam melaksanakan tugas pekerjaannya di dalam perusahaan serta kedisiplinan karyawan adalah sifat seorang karyawan yang secara sadar mematuhi aturan dan peraturan organisasi tertentu. baik upaya peningkatan kualitas maupun budaya kerja dalam suatu perusahaan ditujukan untuk mendapatkan kinerja atau prestasi kerja dari karyawan secara optimal. menurut luthans (2006), kinerja karyawan adalah tingkat sejauh mana keberhasilan seseorang dalam menyelesaikan pekerjaannya disebut "level of performance". biasanya, orang yang level of performance-nya tinggi disebut sebagai orang yang produktif. sebaliknya, orang yang levelnya tidak mencapai standar, dikatakan sebagai tidak produktif atau ber-performance rendah. penilaian kinerja adalah salah satu tugas penting untuk dilakukan oleh seorang manajer atau pimpinan. walaupun demikian, pelaksanaan kinerja yang objektif bukanlah tugas yang sederhana. penilaian harus dihindarkan adanya "like dan dislike" dari penilai, agar objektifitas penilaian dapat terjaga. kegiatan penilaian ini penting karena dapat digunakan untuk memperbaiki keputusan-keputusan personalia dan memberikan umpan balik kepada para karyawan tentang kinerja mereka. tolak ukur yang digunakan biasanya adalah (1) variabel individual, terdiri dari kemampuan dan keterampilan, latar belakang, dan demografis; (2) variabel organisasional, terdiri dari sumber daya, kepemimpinan, imbalan, struktur, dan desain pekerjaan serta (3) variabel psikologis, terdiri dari persepsi, sikap, dan kepribadian. metode penelitian desain penelitian dalam penelitian ini, jenis penelitiannya bersifat asosiatif. dengan penelitian asosiatif ini, dapat diketahui hubungan antara variabel dan bagaimana tingkat ketergantungan antara variabel independen dengan variabel dependen. dalam pelaksanaannya, metode penelitian yang dilakukan adalah survei. unit analisis yang dituju individu, yaitu para karyawan perusahaan dan informasi yang didapat dari karyawan tersebut hanya dikumpulkan satu kali pada waktu tertentu atau disebut juga cross-sectional, yaitu: t-1 : apakah penerapan manajemen kualitas berpengaruh terhadap kinerja karyawan. t-2 : apakah penerapan budaya kerja berpengaruh terhadap kinerja karyawan. t-3 : adakah hubungan signifikan antara manajemen kualitas serta budaya kerja hasil kinerja karyawan. operasionalisasi variabel penelitian ini menggunakan skala interval dan kuesioner, yang dirancang merupakan kombinasi pilihan ganda yang berpedoman pada skala likert, dengan penilaian jawabannya menggunakan pembobotan terhadap 5 buah skala angka penilaian. jenis dan sumber data penelitian yang dibutuhkan dalam penelitian ini berupa jenis dari masing-masing data tersebut adalah kuantitatif, yaitu data yang berupa angka; sedangkan sumber data dari penelitian ini adalah data primer, yang didapat langsung dari karyawan yang dijadikan responden melalui penyebaran kuesioner. teknik pengumpulan data yang dilakukan adalah dengan penelitian kepustakaan (library research) dan penelitian lapangan (field research). penelitian lapangan ini dilakukan secara langsung kepada objek penelitian yang menghasilkan data primer dengan cara (1) wawancara langsung pada pemegang jabatan, dengan mengajukan pertanyaan yang disiapkan terlebih dahulu dan mencatat 70 journal the winners, vol. 10 no. 1, maret 2009: 66-74 jawabannya untuk diolah menjadi informasi yang diperlukan, (2) kuesioner berupa daftar pertanyaan yang ditujukan, khususnya kepada karyawan dan pihak-pihak terkait lainnya untuk memperoleh data mengenai manajemen kualitas, budaya kerja, dan kinerja karyawan. teknik pengambilan data dengan menggunakan pengambilan data populasi atau metode total sampling, diharapkan dengan studi sensus ini dan penggunaan data secara menyeluruh akan didapatkan akurasi dan tingkat kebenaran data mendekati 100%, sedangkan populasi pada objek penelitian ini adalah 26 orang. metode analisis dalam penelitian ini adalah terdapat beberapa metode analisis yang digunakan. analisis diawali pada instrumen penelitian, yaitu kuesioner dengan melakukan uji validitas dan reliabilitas. dari hasil kuesioner tersebut, didapatkan data yang akan dianalisis lebih lanjut untuk menjawab tujuan dari penelitian, yaitu dengan analisis korelasi pearson dan koefisien korelasi. dalam pelaksanaannya, pengolahan data dilakukan dengan bantuan komputer dengan program spss. analisis yang digunakan menggunakan pearson product moment (ppm) dan rregresi berganda, menurut riduwan dan kuncoro (2007) korelasi ppm digunakan untuk mengetahui derajat hubungan antara variabel bebas (independen) dengan variabel terikat (dependen). rumus yang digunakan korelasi ppm (sederhana) adalah : }{ { } 2222 )(..)(. )).(()( yynxxn yxxyn rxy ∑−∑∑−∑ ∑∑−∑ = berbagai perangkat analisis lainnya yang digunakan adalah (1) uji validitas. menurut sekaran (2006), validitas menguji seberapa baik suatu instrumen yang dibuat mengukur konsep tertentu yang ingin diukur. uji validitas ini dapat dilakukan dengan menghitung korelasi antara masing-masing pernyataan dengan skor total memakai rumus korelasi product momento; (2) uji reliabilitas, atau keandalan suatu pengukuran menunjukkan sejauh mana pengukuran tersebut tanpa bias (bebas kesalahan) dan karena itu menjamin pengukuran yang konsisten lintas waktu dan lintas beragam item dalam instrumen. menurut umar (2005:195), dipaparkan 6 macam pengukuran reliabilitas, yaitu testretes, spearmen-brown, kuder dan richardson (dengan rumus k-r 20 dan k-r 21), cronbach’s alpha, dan observasi; (4) uji normalitas data dan varians sampel data dilakukan dengan bantuan alat uji shapiro-wilk, lilliefors atau kolmogorov-smirno v serta gambar normal probability plots. menurut singgih santoso (2007), dalam menjelaskan output test of normality dan ada pedoman pengambilan keputusan. uji hipotesis berdasarkan asumsi-asumsi penelitian sebagaimana diuraikan di atas, maka dapat dirumuskan hipotesis penelitian sebagai berikut: hipotesis 1 : ho : tidak ada hubungan yang signifikan antara manajemen kualitas (x1) dengan kinerja karyawan (y). ha : ada hubungan yang signifikan antara manajemen kualitas (x1) dengan kinerja karyawan (y). hipotesis 2 : ho : tidak ada hubungan yang signifikan antara budaya kerja (x2) dengan kinerja karyawan (y). ha : ada hubungan yang signifikan antara budaya kerja (x2) dengan kinerja karyawan (y). hipotesis 3 : ho : tidak ada hubungan yang signifikan antara antara manajemen kualitas (x1) dan budaya kerja (x2) dengan kinerja karyawan (y). ha : ada hubungan yang signifikan antara manajemen kualitas (x1) dan budaya kerja (x2) dengan kinerja karyawan (y). budaya dan kualitas kerja .....(rudy aryanto; syam rizma) 71 hasil dan pembahasan pengolahan data memuat tabel pengolahan data yang berisikan pernyataan kuesioner 1 sampai dengan 33, dengan rincian sebagai berikut (1) pernyataan 1 9 untuk variabel x1 (manajemen kualitas), (2) pernyataan 10 20 untuk variabel x2 (budaya kerja), dan (3) pernyataan 21 33 untuk variabel y (kinerja karyawan). uji validitas terhadap validitas sampel yang digunakan sebanyak 26 responden, dengan tingkat interval kepercayaan 95%. berdasarkan hasil uji validitas, maka dapat disimpulkan bahwa pertanyaan yang terdapat pada kuesioner yang mewakili, baik pada manajemen kualitas, budaya kerja, maupun kinerja karyawan, didapatkan hasil secara keseluruhan adalah valid. hal ini dikarenakan semua nilai rhitung > rtabel yaitu rhitung > 0,330. dari hasil kuesioner ini, maka seluruh pertanyaan dapat digunakan untuk mengumpulkan data yang sebenarnya. uji reliabilitas dapat disimpulkan bahwa pertanyaan-pertanyaan yang terdapat pada kuesioner adalah reliabel karena cronbach alpha > 0,6. dengan perincian hasil penghitungan pada variabel manajemen kualitas 0.776, budaya kerja 0.817, dan kinerja karyawan 0.857. hal ini menunjukkan alat ukur yang digunakan dapat diandalkan karena penggunaan alat ukur tesebut berkali-kali akan memberikan hasil yang serupa, stabil, atau konsistens dalam mengukur apa yang ingin diukur dan dapat dipercaya kebenarannya sehingga dapat digunakan untuk mengumpulkan data yang sebenarnya. uji normalitas digunakan untuk mengetahui apakah populasi yang diambil berasal dari populasi yang sama. jika kolmogorov – smirnov z > 0,05, maka data terdistribusi normal dan sebaliknya. variabel manajemen kualitas memiliki z = 0,8210 > 0,05. variabel budaya kerja z = 0,626 > 0,05. variabel kinerja karyawan z = 0,557 > 0,05. dengan demikian, data manajemen kulaitas, budaya kerja, dan kinerja karyawan terdistribusi normal. uji korelasi antar variabel untuk membuktikan hipotesis bahwa ada hubungan antara manajemen kualitas dan budaya kerja terhadap kinerja karyawan, maka digunakan uji korelasi untuk melihat korelasi antara variabel bebas dengan variabel terikat sehingga menghasilkan (1) koefisien korelasi antara manajemen kualitas dengan kinerja karyawan sebesar 0,332, berarti bahwa keeratan korelasi manajemen kualitas dengan kinerja karyawan rendah bernilai positif.; (2) koefisien korelasi antara budaya kerja dengan kinerja karyawan sebesar 0,744, berarti bahwa keeratan korelasi budaya kerja dengan kinerja karyawan kuat bernilai positif; dan (3) uji hipotesis dari kedua hubungan tersebut dapat diketahui terdapat hubungan dengan tingkat signifikan 5% (α =0,05), maka ho ditolak dan pearson correlation → sig = 0,000. regesi sederhana untuk melihat pengaruh manajemen kualitas terhadap kinerja karyawan, pengaruh budaya kerja terhadap kinerja karyawan, dan pengaruh manajemen kualitas dan budaya kerja terhadap kinerja karyawan. pertama, pengaruh manajemen kualitas terhadap kinerja karyawan dari hasil analisis regresi sederhana antara variabel manajemen kualitas terhadap kinerja karyawan. dari tabel model summary, terlihat angka r dari tabel di atas sebesar 0,332 menunjukkan bahwa korelasi atau hubungan antara kinerja karyawan dengan manajemen rendah. nilai adjusted r square adalah 0,73, hal ini berarti sekitar 73% kinerja karyawan dipengaruhi oleh variabel manajemen kualitas. sedangkan sisanya 27% dipengaruhi oleh variabel lainnya. dari uji anova, didapat f hitung adalah 2,982 dengan tingkat signifikan 0,000 lebih kecil dari 0,05, maka model regresi ini dapat dipakai untuk memprediksikan variabel kinerja karyawan atau dapat dikatakan variabel manajemen kualitas berpengaruh terhadap kinerja karyawan. dari tabel coefficients diketahui nilai b constant 36,646 yang menyatakan bahwa jika tidak ada nilai dari variabel manajemen kualitas, maka nilai kinerja karyawan adalah 36,646. sedangkan nilai b manajemen kualitas adalah 0,472 artinya setiap penambahan satu nilai manajemen kualitas akan memberikan kenaikan nilai sebesar 0,472. dari nilai b constant dan b manajemen kualitas, maka dapat dibuat persamaan regresi y = 36,646+0,472 x1. uji hipotesis menghasilkan ada pengaruh yang signifikan antara manajemen kualitas terhadap kinerja karyawan. 72 journal the winners, vol. 10 no. 1, maret 2009: 66-74 kedua, pengaruh budaya kerja terhadap kinerja karyawan. dari tabel model summary, terlihat angka r dari tabel di atas sebesar 0,744 menunjukkan bahwa korelasi atau hubungan antara kinerja karyawan dengan budaya kerja adalah kuat. nilai adjusted r square adalah 0,536, hal ini berarti sekitar 53,6 kinerja karyawan dipengaruhi oleh variabel budaya kerja, sedangkan sisanya 46,4% dipengaruhi oleh variabel lainnya. dari uji anova, didapat f hitung adalah 29,829 dengan tingkat signifikansi 0,000 lebih kecil dari 0,05, maka model regresi ini dapat dipakai untuk memprediksikan variabel kinerja karyawan atau dapat dikatakan variabel budaya kerja berpengaruh terhadap kinerja karyawan. pada tabel coefficients, diketahui nilai b constant 13,740 yang menyatakan bahwa jika tidak ada nilai dari variabel budaya kerja, maka nilai kinerja karyawan adalah 13,740. sedangkan nilai b budaya kerja adalah 0,981 artinya setiap penambahan satu nilai budaya kerja akan memberikan kenaikan nilai sebesar 0,981. dari nilai b constant dan b budaya kerja, maka dapat dibuat persamaan regresi y = 13,740 + 0,981 x2. uji hipotesis menghasilkan ada pengaruh yang signifikan antara budaya kerja terhadap kinerja karyawan. ketiga, pengaruh manajemen kualitas dan budaya kerja terhadap kinerja karyawan. dari tabel model summary, angka r dari tabel di atas sebesar 0,760 menunjukkan bahwa korelasi atau hubungan antara kinerja karyawan dengan 2 variabel bebas kuat. nilai adjusted r square adalah 0,540, hal ini berarti sekitar 54% kinerja karyawan di perusahaan dipengaruhi oleh variabel manajemen kualitas dan budaya kerja, sedangkan sisanya 29,7% dipengaruhi oleh variabel lainnya. dari uji anova, didapat f hitung adalah 15.695 dengan tingkat signifikan 0,000 lebih kecil dari 0,05, maka model regresi ini dapat dipakai untuk memprediksikan variabel kinerja karyawan atau dapat dikatakan variabel manajemen kualitas dan budaya kerja secara bersama-sama berpengaruh kinerja karyawan. untuk koefisien dari model dapat dilihat pada kolom b, terlihat bahwa hampir semua variabel mempunyai tingkat signifikan untuk menjelaskan variabel terikat kinerja karyawan ho ditolak dan ha diterima. hal itu berarti bahwa ada hubungan linear antara kinerja karyawan dengan manajemen kualitas dan budaya kerja. dari tabel koefisien model regresi kolom t, dapat terlihat dengan jelas bahwa variabel budaya kerja mempunyai nilai t yang paling besar, yaitu 5,038. hal itu menunjukkan bahwa variabel budaya kerja merupakan faktor yang paling penting. setelah variabel budaya kerja, variabel manajemen kualitas dengan nilai t sebesar 1,118 merupakan faktor terpenting kedua. berdasarkan tabel diatas persamaan regresi dapat dituliskan sebagai berikut : y = 0,791 + 0,271 x1 + 0,337 x2 y = kinerja karyawan x1 = manajemen kualitas x2 = budaya kerja uji hipotesis menghasilkan faktor manajemen kualitas mempunyai pengaruh yang signifikan terhadap kinerja karyawan dan faktor budaya kerja mempunyai pengaruh yang signifikan terhadap kinerja karyawan. dari uraian di atas, terlihat bahwa variabel budaya kerja memberikan pengaruh yang sangat besar dan paling signifikan terhadap kinerja karyawan, yaitu sebesar 33,7%. sedangkan itu variabel manajemen kualitas memberikan pengaruh sebesar 27,1%. untuk meningkatkan kinerja karyawan, perusahaan perlu menitikberatkan pada faktor yang paling berpengaruh dan signifikann, yaitu budaya kerja. setelah itu, baru faktor kebijakan insentif. implikasi hasil penelitian adalah sebagai berikut. dari hasil penelitian yang telah dilakukan dengan menggunakan software spss versi 16.0.0, dapat diketahui bahwa seberapa besar pengaruh dari masing-masing variabel bebas (manajemen kualitas dan budaya kerja) terhadap variabel terikat (kinerja karyawan). dari persamaan regresi terlihat bahwa variabel manajemen kualitas memberikan pengaruh sebesar 27,1%, dan variabel budaya kerja memberikan pengaruh yang besar dan paling signifikan terhadap kinerja karyawan yaitu sebesar 33,7%. maka untuk meningkatkan kinerja karyawan, perusahaan dapat meningkatkan faktor budaya kerja yang merupakan faktor terpenting bagi perusahaan. dalam penelitian ini membahas beberapa masalah yaitu pengaruh dari manajemen budaya dan kualitas kerja .....(rudy aryanto; syam rizma) 73 kualitas terhadap kinerja karyawan, pengaruh dari budaya kerja terhadap kinerja karyawan. kedua variabel tersebut dianalisis untuk mengetahui seberapa kuat pengaruh masing-masing variabel terhadap kinerja karyawan. dari hasil analisis tersebut perusahaan dapat mengetahui seberapa kuat manajemen kualitas dan kinerja karyawan. setelah mengetahui seberapa kuat pengaruh dari masingmasing variabel yang diteliti perusahaan akan melihat variabel mana yang paling mempengaruhi kinerja karyawan, sehingga kedepannya perusahaan dapat menghadapi masalah-masalah yang ada dengan cara manajemen kualitas dan budaya kerja terhadap kinerja karyawan pada pt tanamas industry comunitas. simpulan berdasarkan hasil penelitian, dapat disimpulkan sebagai berikut. pertama, variabel manajemen kualitas berpengaruh terhadap kinerja karyawan sebesar 27,1%. memiliki signifikan 0,025 < 0,05, berarti ada pengaruh yang signifikan antara manajemen kualitas terhadap kinerja karyawan. kedua, variabel budaya kerja berpengaruh terhadap kinerja karyawan sebesar 33,7%. dan memiliki signifikan 0,000 < 0,05 berarti ada pengaruh yang signifikan antara budaya kerja terhadap kinerja karyawan; ketiga, nilai adjusted r square adalah 0,791, hal ini berarti bahwa sekitar 79,1% kinerja karyawan di perusahaan dipengaruhi oleh variabel manajemen kualitas dan budaya kerja, sedangkan sisanya 20,9% dipengaruhi oleh variabel lainnya. setelah menarik kesimpulan yang ada, maka saran yang dapat diberikan kepada perusahaan adalah sebagai berikut. pertama, untuk meningkatkan budaya kerja, perusahaan sebaiknya meningkatkan budaya disiplin waktu pegawai yang bersifat rutin (mempertahankan kedisiplinan), maupun bersifat meningkatkan etos kerja secara terus menerus (continuous improvement). dengan menggunakan monitoring absensi, seminggu sekali data absensi pegawai dicetak dan diserahkan kepada atasan langsung pegawai yang bersangkutan untuk diverifikasi oleh atasannya sebagai bahan laporan kedisiplinan pegawai. kedua, untuk meningkatkan kinerja karyawan perusahaan dapat menerapkan manajemen berorientasi sasaran (management by objective) melalui kerja sama antara atasan dan bawahan menetapkan sasaran yang akan dicapai sesuai dengan visi, misi, dan tujuan perusahaan. selain itu, peningkatan tingkat kinerja karyawan dapat ditingkatkan melalui dimensi iklim organisasi, yaitu harapan tentang kualitas pekerjaan, reward, rasa persaudaraan dan semangat tim. ketiga, perusahaan sebaiknya melakukan peningkatan kualitas usaha secara berkelanjutan dari manajemen perusahaan dalam mensosialisasikan program manajemen kualitas pada semua perusahaan, terutama dalam hal pemahaman untuk mengetahui pelanggan sesungguhnya serta kemampuan untuk mengatasi dan menganalisis masalah, pengembangan dan tes ide-ide, mengukur kinerja, evaluasi, dan implementasi masalah. keempat, dalam rangka peningkatan pengetahuan dan kemampuan karyawan mengenai manajemen kualitas, perlu adanya pembenahan sistem informasi/ komunikasi yang menyeluruh pada semua level, dengan didukung oleh tenaga ahli dan dana yang memadai sehingga produk yang dihasilkan mencapai optimal baik secara kualitas maupun kuantitas. kelima, untuk dapat meningkatkan peranan dari seluruh karyawan, pihak manajemen sebaiknya mengefektifkan fungsi kepemimpinan, terutama yang menyangkut pemberian pengarahan kepada seluruh karyawan tentang keberadaan atau rencana perusahaan di masa yang akan datang. 74 journal the winners, vol. 10 no. 1, maret 2009: 66-74 daftar pustaka dessler, g. 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(2007). menguasai statistik di era informasi dengan spss 15. jakarta: elex medi komputindo. sulistiyani, a.t., dan rosidiah. (2003). manajemen sumber daya manusia, yogyakarta: graha ilmu. umar, h. (2005). riset sumber daya manusia dalam organisasi, jakarta: pt gramedia pustaka utama. microsoft word 06_dian_setting.doc iklan, asosiasi merek, .....(dian tauriana; devy safriliana) 137 iklan, asosiasi merek, dan keputusan pembelian dian tauriana1; devy safriliana2 jurusan manajemen, fakultas ekonomi dan bisnis, universitas bina nusantara, jln. k.h. syahdan no. 9, palmerah, jakarta barat 11480 dtauriana@binus.edu abstract the impact of advertising on brand association has raised many questions among scholars. some agree that advertising can leverage and help building brand association in consumer’s perspective. others are against this opinion. however, this research is trying to investigate whether advertising does correlate to brand association that later on impacts on purchase decision making. data collected by interviewing respondents regarding car purchase in the showroom. the analysis is conducted by using path analysis. from the result, it is figured out that the influence/impact of brand association on purchase decision making is very low. thus, other element such as advertising and any activities to leverage brand association should be taken into account. keywords: advertising, brand association, purchase decision making abstrak dampak iklan terhadap asosiasi merek telah menimbulkan banyak pertanyaan di kalangan para peneliti. beberapa peneliti setuju bahwa iklan dapat mengangkat dan membantu membangun asosiasi merek dalam perspektif konsumen. sedangkan peneliti lain-lain menentang pendapat ini. namun, penelitian ini mencoba untuk menyelidiki apakah iklan tidak berkorelasi dengan asosiasi merek yang kemudian berdampak pada keputusan pembelian keputusan. data yang dikumpulkan melalui wawancara responden mengenai pembelian mobil di showroom. analisis dilakukan dengan menggunakan analisis jalur. dari hasil itu, menyadari bahwa pengaruh/dampak dari asosiasi merek pada pengambilan keputusan pembelian sangat rendah. dengan demikian, unsur lain seperti iklan dan setiap kegiatan untuk asosiasi leverage merek harus diperhitungkan. kata kunci: iklan, asosiasi merek, pengambilan keputusan pembelian 138 journal the winners, vol. 10 no. 2, september 2009: 137-147 pendahuluan di berbagai macam media untuk periklanan, televisi telah menjadi media globalisasi yang paling efektif dan banyak diminati masyarakat karena pada masa sekarang ini televisi bukanlah merupakan barang mewah lagi, tetapi sudah menjadi kebutuhan bagi masyarakat. banyak pengiklan memandang televisi sebagai salah satu media yang paling efektif untuk menyampaikan pesan-pesan komersialnya. keunggulan lainnya adalah kemampuan membangun dan menguatkan asosiasi merek. asosiasi merek dapat membantu merangkum sekumpulan fakta dan spesisfikasi yang mungkin sulit diproses dan diakses para konsumen. beberapa brand association membutuhkan atribut produk atau customer benefits yang dapat memberikan alasan spesifik untuk membeli dan menggunakan merek tersebut. pt buana indomobil trada adalah grup dari pt indomobil sukses internasional, tbk (perseroan) yang merupakan pemegang merek atau distributor kendaraan suzuki. pt buana indomobil trada merupakan salah satu kelompok usaha otomotif yang terbesar dan terkemuka di indonesia, dengan fokus usaha di bidang ritel, pelayanan purna jual, layanan service, dan pembiayaan kendaraan bermotor. pada saat ini, pt buana indomobil trada telah berkembang seiring meningkatnya permintaan konsumen akan produk mobil suzuki. oleh karena itu, penting bagi perusahaan untuk mencari berbagai cara untuk terus meningkatkan penjualan. salah satu produk yang banyak diminati oleh konsumen adalah new suzuki swift. sejak diluncurkan dengan versi ckd (completely knocked down), new suzuki swift dianggap menjadi kendaraan yang merakyat karena harganya yang sangat kompetitif dibandingkan dengan para pesaingnya. walaupun ada pengurangan fasilitas dibanding versi sebelumnya, cbu (completely built up), hal ini tidak mengurangi kenyamanannya. oleh karena itu, diperlukan media untuk menginformasikan tentang new suzuki swift. salah satunya dengan iklan yang diharapkan dapat menciptakan brand association new suzuki swift serta dapat meningkatkan keputusan pembelian. berdasarkan hal-hal tersebut, maka peneliti tertarik untuk menjawab masalah penelitian sebagai berikut (1) bagaimana penilaian konsumen mengenai periklanan new suzuki swift?, (2) bagaimana penilaian konsumen mengenai brand association new suzuki swift?, (3) bagaimana keputusan pembelian yang dilakukan oleh konsumen new suzuki swift?, (4) berapa besar kontribusi periklanan terhadap brand association new suzuki swift?, (5) berapa besar kontribusi brand association terhadap keputusan pembelian new suzuki swift?, (6) berapa besar kontribusi periklanan terhadap keputusan pembelian new suzuki swift?, dan (7) berapa besar kontribusi periklanan serta brand association terhadap keputusan pembelian new suzuki swift?. adapun tujuan penelitian ini dilakukan adalah untuk (1) mengetahui bagaimana penilaian konsumen terhadap periklanan, (2) mengetahui bagaimana penilaian konsumen terhadap brand association, (3) mengetahui bagaimana keputusan pembelian yang dilakukan oleh konsumen, (4) mengetahui berapa besar kontribusi periklanan terhadap brand association, (5) mengetahui berapa besar kontribusi brand association terhadap keputusan pembelian, (6) mengetahui berapa besar kontribusi periklanan terhadap keputusan pembelian, dan (7) mengetahui berapa besar kontribusi periklanan serta brand association terhadap keputusan pembelian. periklanan adalah pembayaran komunikasi non-personal dari sponsor yang diketahui menggunakan media massa untuk mengajak atau memengaruhi masyarakat (wells, burnet dan moriarty, 2000:6). sementara itu, ada 2 ukuran dalam mengukur efektivitas iklan (sutherland, 2007:351), yang pertama difokuskan pada merek dan yang kedua difokuskan pada iklan. untuk mengukur efektivitas iklan yang difokuskan pada iklan, yaitu (1) mengenal iklan. jika orang tidak mengenali iklan setelah beberapa pekan ditayangkan, pengiklan bisa memastikan bahwa ada hal yang keliru karena ini bukanlah tes yang demikian “mudah”. pertanyaannya adalah “adakah yang keliru iklan, asosiasi merek, .....(dian tauriana; devy safriliana) 139 dengan iklan atau jadwal media?.” kita bisa mengatakan bahwa ini merupakan masalah jadwal media dengan mencek angka media yang menunjukkan bagaimana jangkauan kumulatif iklan (persentase orang yang benar-benar setidaknya mempunyai satu kesempatan melihatnya); dan (2) mengingat kembali iklan secara spontan (mengingat kembali iklan dengan petunjuk kategori). bila konsumen hanya ditunjukkan oleh kategori produk dan konsumen secara spontan mengingat kembali iklan dengan menyebut merek dan pesan yang tepat ini akan mengatakan lebih banyak tentang kekuatan koneksi dalam ingatan konsumen, dibandingkan jika merek hanya mampu mengenal iklan. dibutuhkan koneksi yang lebih kuat agar bisa mengingat kembali rincian iklan dibanding sekedar bisa mengenal iklan. asosiasi merek dengan iklan. kekuatan hubungan antara eksekusi iklan dan merek diungkap dalam jawaban pada bagian kedua prosedur menanyakan seperti yang ditunjukkan di atas, yaitu “merek apa yang sedang diiklankan?.” pengukuran asosiasi merek dan iklan yang benar ini penting karena merupakan faktor kunci bagi kita untuk mengingat kembali dan menceritakan iklan secara detail, tapi keliru mengaitkan ingatan kita dengan merek yang salah. asosiasi merek adalah sesuatu yang berkaitan dengan ingatan mengenai sebuah merek (aaker dalam rangkuti, 2008:43). asosiasi itui tidak hanya eksis, namun juga memiliki suatu tingkat kekuatan. keterkaitan pada suatu merek akan lebih kuat apabila dilandasi pada banyak pengalaman atau penampakan untuk mengkomunikasikannya. berbagai asosiasi yang diingat konsumen dapat dirangkai sehingga membentuk citra tentang merek atau brand image di dalam benak konsumen. secara sederhana, pengertian brand image adalah sekumpulan asosiasi merek yang terbentuk di benak konsumen. konsumen yang terbiasa menggunakan merek tertentu cenderung memiliki konsistensi terhadap brand image atau hal ini disebut juga dengan kepribadian merek (brand personality). keputusan merupakan suatu pemilihan tindakan dari 2 atau lebih pilihan alternative (ristiyanti prasetijo dan john j.o.i ihalaw, 2005:226). dengan kata lain, orang yang mengambil keputusan harus mempunyai satu pilihan dari beberapa alternatif yang ada. pengambilan keputusan konsumen (consumer decision making) adalah proses pengintegrasian yang mengkombinasikan pengetahuan untuk mengevaluasi 2 atau lebih perilaku alternatif dan memilih salah satu di antaranya. hasil pengintegrasian ini adalah suatu pilihan (choice) yang disajikan secara kognitif sebagai keinginan berperilaku. pertama, hipotesis 1, yakni ho adalah tidak adanya kontribusi yang signifikan antara variabel x terhadap variabel y dan ha adalah adanya kontribusi yang signifikan antara variabel x terhadap variabel y. kedua, hipotesis 2, yakni ho adalah tidak adanya kontribusi yang signifikan antara variabel y terhadap variabel z dan ha adalah adanya kontribusi yang signifikan antara variabel y terhadap variabel z. ketiga, hipotesis 3, yakni ho adalah tidak adanya kontribusi yang signifikan antara variabel x terhadap variabel z dan ha adalah adanya kontribusi yang signifikan antara variabel x terhadap variabel z. keempat, hipotesis 4, yakni ho adalah tidak adanya kontribusi yang signifikan antara variabel x dan y terhadap variabel z dan ha adalah adanya kontribusi yang signifikan antara variabel x dan y terhadap variabel z metode penelitian unit analisis berupa individu, yaitu para konsumen dari new suzuki swift. time horizon yang digunakan adalah cross sectional, yaitu suatu penelitian yang dilakukan dalam kurun waktu tertentu (umar, 2005:131) (tabel 1). 140 journal the winners, vol. 10 no. 2, september 2009: 137-147 tabel 1 desain penelitian tujuan penelitian disain penelitian jenis penelitian metode penelitian unit analisis time horizon t – 1 deskriptif survei individu -> konsumen cross sectional t – 2 deskriptif survei individu -> konsumen cross sectional t – 3 deskriptif survei individu -> konsumen cross sectional t – 4 asosiatif survei individu -> konsumen cross sectional t – 5 asosiatif survei individu -> konsumen cross sectional t – 6 asosiatif survei individu -> konsumen cross sectional t – 7 asosiatif survei individu -> konsumen cross sectional sumber: hasil pengolahan data keterangan: t1 : mengetahui bagaimana penilaian konsumen mengenai periklanan new suzuki swift. t2 : mengetahui bagaimana penilaian konsumen mengenai brand association new suzuki swift. t3 : mengetahui bagaimana keputusan pembelian yang dilakukan oleh konsumen new suzuki swift. t4 : mengetahui berapa besar pengaruh periklanan terhadap brand association new suzuki swift. t5 : mengetahui berapa besar pengaruh brand association terhadap keputusan pembelian new suzuki swift. t6 : mengetahui berapa besar pengaruh periklanan terhadap keputusan pembelian new suzuki swift. t7 : mengetahui berapa besar pengaruh periklanan serta brand association terhadap keputusan pembelian new suzuki swift. operasional variabel merupakan penjelasan pengertian dari teori variabel sehingga dapat diamati dan diukur dengan menentukan hal-hal yang diperlukan untuk mencapai tujuan tertentu. tabel 2 operasionalisasi variabel penelitian operasional variabel no variabel konsep variabel dimensi/sub variabel indikator utama ukuran skala pengukuran 1 periklanan (x) suatu bentuk pesan tentang poduk new suzuki swift yang disampaikan melalui suatu media pengenalan iklan • mengetahui iklan swift • mengetahui slogan iklan ordinal yang ditransform menjadi interval skala likert pengantaran pesan • memahami pesan dari iklan • mengetahui informasi yang terdapat pada iklan media iklan • pemilihan media periklanan 2 brand association (asosiasi merek) (y) segala sesuatu yang berkaitan dengan ingatan konsumen mengenai merek new suzuki swift perceived value (nilai yang dirasakan) • kualitas produk • harga • kualitas layanan • emosional • kemudahan ordinal yang ditransform menjadi interval skala likert brand personality (kepribadian merek) • tipe pengguna • ciri pembawaan kepribadian seseorang organization association (asosiasi organisasi) • orientasi pada masyarakat • inovasi • keberadaan dan keberhasilan iklan, asosiasi merek, .....(dian tauriana; devy safriliana) 141 tabel 2 operasionalisasi variabel penelitian (continued) operasional variabel no variabel konsep variabel dimensi/sub variabel indikator utama ukuran skala pengukuran 3 keputusan pembelian (z) pengenalan kebutuhan konsumen akan suatu alat transportasi khususnya kendaraan beroda empat, hingga pada akhirnya konsumen memilih new suzuki swift serta perilakunya setelah membeli pengenalan masalah • sadar akan adanya kebutuhan ordinal yang ditransform menjadi interval skala likert pencarian informasi • mencari informasi evaluasi alternatif • mengadakan seleksi terhadap alternatif pembelian • pemilihan akan produk perilaku pasca pembelian • rasa puas • merekomendasikan kepada orang lain sumber: peneliti data didapat langsung dari konsumen new suzuki swift yang dijadikan responden, melalui penyebaran kuesioner. kuesioner merupakan teknik riset, di mana data dikumpulkan langsung secara sistematis dari orang-orang yang sedang diteliti. penelitian ini menghasilkan data primer. adapun cara yang dipergunakan untuk mengumpulkan data primer tersebut adalah studi pustaka dan wawancara. sampling yang digunakan adalah random sampling, yaitu para konsumen new suzuki swift yang melakukan service di pt buana indomobil trada pondok indah periode januari hingga oktober 2008. penyebaran kuesioner kepada konsumen new suzuki swift dilakukan sejak tanggal 15 november sampai dengan 28 desember 2008. analisis diawali pada instrumen penelitian, yaitu kuesioner dengan melakukan uji validitas dan reliabilitas. kemudian, dari hasil kuesioner tersebut didapatkan data yang akan dianalisis lebih lanjut untuk menjawab tujuan-tujuan penelitian, yaitu dengan analisis korelasi pearson dan path analysis. hasil dan pembahasan hasil penelitian tabel 3 korelasi periklanan dengan brand association periklanan brand association periklanan pearson correlation 1 ,871(**) sig. (2-tailed) . ,000 n 100 100 brand association pearson correlation ,871(**) 1 sig. (2-tailed) ,000 . n 100 100 ** correlation is significant at the 0.01 level (2-tailed). 142 journal the winners, vol. 10 no. 2, september 2009: 137-147 tabel 4 coefficients periklanan dan brand association model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) ,598 ,192 3,115 ,002 periklanan ,824 ,047 ,871 17,516 ,000 a dependent variable: brand association pengujian antara variabel periklanan (x) dan variabel brand association (y) pengujian antara variabel x dan variabel y ini ditunjukkan dalam tabel 4, yakni: hipotesis: ho = variabel periklanan tidak berkontribusi secara signifikan terhadap variabel brand association. ha = variabel periklanan berkontribusi secara signifikan terhadap variabel brand association. dasar pengambilan keputusan jika nilai probabilitas lebih kecil atau sama dengan nilai probabilitas sig atau (0,05 ≤ sig), maka ho diterima dan ha ditolak, artinya tidak signifikan. jika nilai probabilitas lebih besar atau sama dengan nilai probabilitas sig atau (0,05 ≥ sig), maka ho ditolak dan ha diterima, artinya signifikan. dari hasil uji signifikansi pada tabel 4, diperoleh nilai sig sebesar 0,000. jika dibandingkan dengan α = 0,05, maka nilai sig lebih kecil dari α (sig ≤ α) yaitu 0,000 ≤ 0.05 yang artinya ho ditolak atau ha diterima. kesimpulannya adalah variabel periklanan berkontribusi secara signifikan terhadap variabel brand association. tabel 5 korelasi periklanan, brand association dan keputusan pembelian periklanan brand association keputusan pembelian periklanan pearson correlation 1 ,871(**) ,947(**) sig. (2-tailed) . ,000 ,000 n 100 100 100 brand association pearson correlation ,871(**) 1 ,869(**) sig. (2-tailed) ,000 . ,000 n 100 100 100 keputusan pembelian pearson correlation ,947(**) ,869(**) 1 sig. (2-tailed) ,000 ,000 . n 100 100 100 ** correlation is significant at the 0.01 level (2-tailed). iklan, asosiasi merek, .....(dian tauriana; devy safriliana) 143 tabel 6 anova periklanan, brand association dan keputusan pembelian model sum of squares df mean square f sig. 1 regression 45,450 2 22,725 464,846 ,000(a) residual 4,742 97 ,049 total 50,192 99 a predictors: (constant), brand association, periklanan b dependent variable: keputusan pembelian tabel 7 koefisien periklanan, brand association dan keputusan pembelian model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) ,013 ,135 ,096 ,923 periklanan ,792 ,064 ,786 12,391 ,000 brand association ,197 ,068 ,185 2,920 ,004 a dependent variable: keputusan pembelian pengujian secara simultan (keseluruhan) antara variabel bebas x dan y dengan variabel terikat z uji simultan ditunjukkan oleh tabel 5, yaitu: hipotesis: ho = variabel periklanan (x) dan brand association (y) tidak berkontribusi secara simultan dan signifikan terhadap variabel keputusan pembelian (z). ha = variabel periklanan (x) dan brand association (y) berkontribusi secara simultan dan signifikan terhadap variabel keputusan pembelian (z) dasar pengambilan keputusan jika nilai probabilitas lebih kecil atau sama dengan nilai probabilitas sig atau (0,05 ≤ sig), maka ho diterima dan ha ditolak, artinya tidak signifikan. jika nilai probabilitas lebih besar atau sama dengan nilai probabilitas sig atau (0,05 ≥ sig), maka ho ditolak dan ha diterima, artinya signifikan. dari hasil uji signifikansi pada tabel 6, diperoleh nilai sig. sebesar 0,000. jika dibandingkan dengan α = 0,05, maka nilai sig lebih kecil dari α (sig ≤ α) yaitu 0,000 ≤ 0,05 yang artinya ho ditolak atau ha diterima. kesimpulannya adalah variabel periklanan dan brand association berkontribusi secara simultan dan signifikan terhadap variabel keputusan pembelian. oleh sebab itu, pengujian secara individual dapat dilakukan serta besarnya pengaruh variabel x dan y secara simultan terhadap variabel z dapat diketahui dengan melihat nilai r2 pada tabel 4.20 bahwa r2 = 0,906 = 90,6%. besarnya pengaruh variabel lain yang mempengaruhi nilai variabel z diluar penelitian ini adalah sebesar 9,4%. 144 journal the winners, vol. 10 no. 2, september 2009: 137-147 pengujian secara individual pengujian secara individual antara variabel periklanan (x) dan variabel keputusan pembelian (z) pengujian secara individual ini ditunjukkan dalam tabel 7, yakni: hipotesis: ho = variabel periklanan tidak berkontribusi secara signifikan terhadap variabel keputusan pembelian ha = variabel periklanan berkontribusi secara signifikan terhadap variabel keputusan pembelian (z) dasar pengambilan keputusan jika nilai probabilitas ”lebih kecil atau sama” dengan nilai probabilitas sig atau (0,05 ≤ sig), maka ho diterima dan ha ditolak, artinya tidak signifikan. jika nilai probabilitas ”lebih besar atau sama” dengan nilai probabilitas sig atau (0,05 ≥ sig), maka ho ditolak dan ha diterima, artinya signifikan. dari hasil uji signifikansi pada tabel 5, diperoleh nilai sig sebesar 0,000. jika dibandingkan dengan α = 0,05, maka nilai sig lebih kecil dari α (sig ≤ α), yaitu 0,000 ≤ 0,05 yang artinya ho ditolak atau ha diterima. kesimpulannya adalah variabel periklanan berkontribusi secara signifikan terhadap variabel brand association. pengujian secara individual antara variabel brand association (y) dan variabel keputusan pembelian (z) pengujian secara individual ini ditunjukkan dalam tabel 5, 6, dan 7, yakni: hipotesis: ho = variabel brand association tidak berkontribusi secara signifikan terhadap variabel keputusan pembelian. ha = variabel brand association berkontribusi secara signifikan terhadap variabel keputusan pembelian. dasar pengambilan keputusan jika nilai probabilitas ”lebih kecil atau sama” dengan nilai probabilitas sig atau (0,05 ≤ sig), maka ho diterima dan ha ditolak, artinya tidak signifikan. jika nilai probabilitas ”lebih besar atau sama” dengan nilai probabilitas sig atau (0,05 ≥ sig), maka ho ditolak dan ha diterima, artinya signifikan. berdasarkan tabel 5, diperoleh variabel brand association nilai sig sebesar 0,004. kemudian, dibandingkan dengan probabilitas 0,05, ternyata nilai probabilitas 0,05 lebih besar dari nilai probabilitas sig atau (0,05 ≤ sig), maka ho ditolak dan ha diterima. kesimpulannya adalah variabel brand association berkontribusi secara signifikan terhadap keputusan pembelian. dalam pengujian secara individual, diperoleh bahwa variabel periklanan berkontribusi secara signifikan terhadap variabel keputusan pembelian dan variabel brand association berkontribusi secara signifikan terhadap variabel keputusan pembelian. pembahasan penelitian dari hasil analisis-analisis sebelumnya, maka dilakukan analisis pengaruh dan hubungan untuk mengetahui seberapa besar pengaruh dan hubungan antara periklanan serta brand association terhadap keputusan pembelian. implikasi tersebut antara lain sebagai berikut (1) dari hasil pengolahan dan analisis data, maka dapat diperoleh kesimpulan bahwa periklanan new suzuki swift mempunyai hubungan yang sangat kuat, yaitu sebesar 0,871 dan periklanan memberikan kontribusi yang signifikan terhadap brand association sebesar 75,8%. sisanya adalah sebesar 24,2%, dipengaruhi oleh iklan, asosiasi merek, .....(dian tauriana; devy safriliana) 145 variabel-variabel lain. kontribusi ini dirasa besar sehingga diperlukan upaya-upaya untuk mempertahankan periklanan agar dapat menciptakan brand association lebih baik lagi; (2) dari hasil pengolahan dan analisis data, maka diperoleh kesimpulan bahwa terdapat hubungan yang sangat kuat antara brand association dengan keputusan pembelian, yaitu sebesar 0,869 dan brand association memberikan kontribusi yang signifikan terhadap keputusan pembelian sebesar 3,4%. kontribusi ini dirasa kecil sehingga diperlukan upaya-upaya untuk meningkatkan brand association; (3) dari hasil pengolahan dan analisis data menunjukkan bahwa terdapat hubungan yang sangat kuat antara periklanan dengan keputusan pembelian sebesar 0,947 dan periklanan memberikan kontribusi yang signifikan terhadap keputusan pembelian sebesar 89,6%; (4) dari hasil pengolahan dan analisis data secara simultan periklanan dan brand association memberikan kontribusi yang signifikan terhadap keputusan pembelian sebesar 90,6%. sisanya sebesar 9,4% merupakan pengaruh yang datang dari variabel-variabel lain di luar penelitian. simpulan berdasarkan hasil penelitian setelah menguji dan menganalisis, maka dapat ditarik kesimpulan sebagai berikut. secara keseluruhan, rata-rata penilaian konsumen mengenai periklanan new suzuki swift adalah baik. rata-rata konsumen dapat setuju informasi mengenai new suzuki swift melalui iklan di media televisi sudah disampaikan dengan jelas dan tepat. secara keseluruhan, rata-rata penilaian konsumen mengenai brand association adalah baik. elemen yang paling tersimpan di benak konsumen pada saat melihat atau mendengar nama new suzuki swift adalah kendaraan yang gesit dan cepat. hal ini didukung pula arti dari nama swift sendiri yaitu gesit. secara keseluruhan rata-rata penilaian konsumen mengenai keputusan pembelian termasuk dalam kategori setuju, yang artinya konsumen memutuskan untuk membeli dan menggunakan new suzuki swift. dalam melakukan keputusan pembelian new suzuki swift, rata-rata konsumen membutuhkan new suzuki swift karena kebutuhan akan transportasi untuk mobilitas sehari-hari dan dalam mencari informasi tentang new suzuki swift konsumen mencari secara personal. periklanan memberikan kontribusi terhadap brand association sebesar 75,8%. sisanya sebesar 24,2% dipengaruhi oleh variable-variabel lainnya di luar penelitian. berdasarkan uji hipotesis, periklanan berpengaruh secara signifikan terhadap brand association. brand association memberikan kontribusi terhadap keputusan pembelian sebesar 3,4%. berdasarkan uji hipotesis, brand association berpengaruh secara signifikan terhadap keputusan pembelian. periklanan memberikan kontribusi yang signifikan terhadap keputusan pembelian sebesar 89,6%. berdasarkan uji hipotesis, periklanan berpengaruh secara signifikan terhadap keputusan pembelian. periklanan dan brand association secara bersama-sama memberikan kontribusi yang signifikan terhadap keputusan pembelian new suzuki swift sebesar 90,6%. sisanya sebesar 9,4% dipengaruhi oleh variable-variabel lain. dengan memerhatikan hasil analisis dan pembahasan di atas, maka penulis mencoba mengajukan saran-saran sebagai berikut. pertama, sebaiknya periklanan new suzuki swift dipertahankan karena sudah efektif dalam menciptakan brand association dan mempengaruhi keputusan pembelian new suzuki swift. untuk mempertahankan iklan new suzuki swift dapat dilakukan dengan cara (1) rancang suatu strategi untuk meningkatkan brand association new suzuki swift, contohnya dengan meningkatkan frekuensi iklan yang tidak hanya secara kuantitas saja, melainkan juga secara kualitas agar dapat mengkomunikasikan keunggulan new suzuki swift tersebut sehingga dapat dipersepsikan positif oleh konsumen sehingga dapat menciptakan brand association yang kuat dan unik; (2) pesan yang disampaikan harus tetap jelas. pesan iklan dinilai sangat memengaruhi konsumen untuk melakukan niat beli, bahkan pembelian langsung. oleh karena itu, pesan iklan yang disampaikan kepada masyarakat adalah pesan iklan yang dapat dimengerti oleh audience; dan (3) medianya harus tetap mengikuti perkembangan tren dan cara menyajikan pesan harus sesuai dengan pola perilaku konsumen. apabila media periklanan yang digunakan lebih 146 journal the winners, vol. 10 no. 2, september 2009: 137-147 diperluas dan informasi yang diberikan lebih lengkap dan menarik, maka dapat dipastikan bahwa proses keputusan pembelian konsumen akan semakin meningkat. selain itu, mutu dan kualitas dari segi pelayanan maupun produk yang dihasilkan harus semakin ditingkatkan. kedua, dari hasil analisis, kontribusi brand association terhadap keputusan pembelian sangat kecil. untuk itu diperlukan cara untuk meningkatkan brand association new suzuki swift agar berdampak pada terjadinya keputusan pembelian konsumen, dilakukan dengan cara (1) new suzuki swift harus melakukan pembedaan agar dapat menahan gempuran dari para pesaingnya. hal ini akan mepmengaruhi keputusan pembelian, mendorong perasaan dan sikap positif; (2) new suzuki swift harus memperkuat positioningnya sebagai kendaraan yang memiliki banyak keunggulan, tidak hanya sebagai kendaraan yang gesit dan cepat karena hal ini penting dalam membantu pelanggan dalam proses mengingat kembali berbagai informasi yang diperlukan dalam pengambilan keputusan pembelian. daftar pustaka duncan, t. 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(2003). advertising principles and practice, 5th ed., prentice hall. abstrak manajemen proyek online trading system pt universal broker indonesia noerlina1; deliusno2; retdonero3; dennis eryanto4 abstract the articles purpose was to setting for global project management including determination of project organization, work breakdown structure, network diagram, and project scheduling, whenever in case to avoid the failure of project or minimize the failure and risk of online trading system project on pt universal broker indonesia. the research method was literature study by reading books, internet articles, and others references related to subsequent project management and do survey by directly interviewing to those parties whom related to subsequent project. the research result indicates that pt universal broker indonesia's online trading system project is executed according to it's schedule and it hits the requirements. by conclusion, good project's planning and controlment start from beginning until the end will assist the project's running to achieve its purpose. keywords: project management, online trading system abstrak artikel bertujuan merancang suatu manajemen proyek menyeluruh yang meliputi penentuan tim proyek, struktur tugas, diagram jaringan kerja, dan penjadwalan proyek sehingga mampu menghindari terjadinya kegagalan proyek atau meminimalisasi kegagalan dan risiko proyek online trading system pada pt universal broker indonesia. metode penelitian yang digunakan adalah studi pustaka dengan membaca buku, artikel dari internet, literatur yang berhubungan dengan manajemen proyek, dan melakukan studi lapangan melalui wawancara secara langsung dengan pihak yang bersangkutan dengan proyek. hasil yang dicapai adalah proyek online trading system yang telah dilaksanakan oleh pt universal broker indonesia berjalan dengan baik sesuai jadwal yang telah ditentukan dan hasil sesuai dengan permintaan. simpulan yang dapat diambil adalah dengan perencanaan dan pengendalian yang baik terhadap proyek dari awal sampai akhir sangat membantu jalannya proyek untuk mencapai tujuan. kata kunci: manajemen proyek, sistem perdagangan online 1, 2, 3, 4 jurusan komputerisasi akuntansi, fakultas ilmu komputer, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, nurlina@binus.edu manajemen proyek online... (noerlina; dkk) 35 pendahuluan pada zaman perkembangan teknologi yang sangat pesat sekarang ini, informasi sangat dibutuhkan oleh banyak perusahaan dalam mendukung peningkatan kinerja mereka. perusahaan sering membuat suatu proyek untuk mengembangkan usahanya sehingga membutuhkan sistem informasi dalam mencapai tujuan dan sasaran yang diinginkan. informasi dapat disediakan melalui komputer dengan bantuan perangkat lunak. dalam menghadapi persaingan pada zaman perkembangan teknologi sekarang ini, perusahaan broker harus melakukan kegiatan operasional menggunakan teknologi informasi agar dapat terus bersaing. salah satu teknologi informasi yang harus dikembangkan adalah perangkat lunak. perangkat lunak digunakan untuk memudahkan pelanggan mereka dalam melakukan pemesanan jual maupun beli saham. dengan demikian, perusahaan broker harus mengembangkan dan membuat perangkat lunak baru yang dapat mendukung kegiatan operasional agar kegiatan operasionalnya dapat dilakukan dengan lebih efektif dan efisien. salah satu cara agar perkembangan perangkat lunak dapat berjalan dengan baik dan lancar, yaitu menggunakan teknik manajemen proyek sistem informasi. dalam membuat suatu proyek sistem informasi, dianggap bahwa awal keberhasilan suatu proyek harus dimulai dengan perencanaan dan penyusunan tahap yang benar serta tahap yang sistematis. proyek merupakan suatu aktivitas yang baru sehingga tingkat ketidakpastian dan risikonya juga sangat tinggi. karena tingginya ketidakpastian tersebut, akan lebih sulit untuk memperkirakan tingkat sumber tenaga dan juga akan mempersulit perkiraan waktu yang dikehendaki untuk menyelesaikan suatu proyek. pelaksanaan proyek diharapkan dapat dilakukan dengan baik dan terarah maka selama masa pengembangan perlu dilakukan monitoring dan pengendalian untuk mengetahui apakah proyek tersebut sudah berjalan dengan lancar dan sesuai dengan sasaran dan tujuan yang diinginkan. jika terdapat penyimpangan, diharapkan dapat segera dideteksi dan dapat segera diambil langkah perbaikan (antisipasi). hal itu karena jika tidak maka akan menghambat pelaksanaan proyek dan menyebabkan waktu dan biaya tidak sesuai dengan estimasi yang diharapkan. dengan pengawasan yang baik, dapat dilakukan tindakan pencegahan (preventive) terhadap kecenderungan penyimpangan yang mungkin dapat dan akan terjadi. pelaksanaan proyek itu sendiri juga harus terukur dengan baik, pengukuran itu dapat berdasarkan waktu tempuh pelaksanaan tugas, realisasi anggaran, dan pencapaian sasaran tugas. itulah yang menentukan pencapaian sasaran proyek secara keseluruhan. manajemen proyek yang baik turut menentukan keberhasilan perusahaan dalam merencanakan, melaksanakan, dan mengakhiri proyek. manajemen proyek yang baik juga harus dapat mengenali apakah suatu proyek dapat memberikan keuntungan atau journal the winners, vol. 9 no. 1, maret 2008: 35-47 36 tidak. keuntungan tidak hanya diukur dari jumlah uang yang diterima dikurangi jumlah uang yang harus dikeluarkan (biaya) tetapi juga diukur dari jumlah usaha dan waktu yang harus dikeluarkan serta tingkat kepuasaan pelanggan dalam menggunakan sistem tersebut. pembahasan tinjauan pustaka manajemen merupakan proses merencanakan, mengorganisasikan, memimpin, dan mengendalikan kegiatan anggota serta sumber daya yang lain untuk mencapai sasaran organisasi (perusahaan) yang telah ditentukan (soeharto, 2001:21). proyek merupakan suatu usaha yang bersifat sementara untuk menghasilkan suatu produk atau layanan yang unik (schwalbe, 2006:4). manajemen proyek merupakan kegiatan merencanakan, mengorganisasikan, mengarahkan, dan mengendalikan sumberdaya organisasi perusahaan untuk mencapai tujuan dalam waktu tertentu dengan sumber daya tertentu (budi santosa, 2003:3). setiap proyek mempunyai batasan yang berbeda terhadap ruang lingkup, waktu, biaya, yang biasanya disebut sebagai triple constraint (tiga kendala). setiap proyek manajer harus memperhatikan hal penting dalam manajemen proyek. pertama, ruang lingkup (scope): apa yang ingin dicapai dalam proyek? produk atau layanan apa yang pelanggan harapkan dari proyek tersebut? kedua, waktu (time): berapa lama waktu yang dibutuhkan untuk menyelesaikan proyek? bagaimana jadwal kegiatan proyek akan dilaksanakan? ketiga, biaya (cost): berapa biaya yang dibutuhkan untuk dapat menyelesaikan proyek? ketiga batasan tersebut bersifat tarik-menarik. artinya, jika ingin meningkatkan kinerja produk yang telah disepakati dalam kontrak maka umumnya harus diikuti dengan meningkatkan mutu yang selanjutnya berakibat pada naiknya biaya melebihi anggaran. sebaliknya, bila ingin menekan biaya maka biasanya harus berkompromi dengan mutu dan jadwal. menurut schwalbe (schwalbe, 2006:72-73), pengembangan manajemen proyek terdiri dari lima tahap. pertama, tahap inisiasi. inisiasi merupakan proses mengenal dan memulai sebuah proyek baru atau fase proyek. menurut schwalbe (2006:72), tindakan yang harus dilakukan manajer proyek dan manajemen senior di dalam inisiasi proyek adalah dengan cepat menentukan sebuah tim proyek yang kuat; mendapatkan keterlibatan pemegang saham di dalam awal proyek; menyiapkan analisis lebih detail dari masalah bisnis dan mengembangkan teknik perbandingan proyek; menggunakan pendekatan fase per fase; menyiapkan rencana yang berguna dan realistis untuk proyek. manajemen proyek online... (noerlina; dkk) 37 kedua, perencanaan. perencanaan merupakan proses yang paling sulit dan tidak diperhatikan dalam manajemen proyek. tujuan utama perencanaan proyek adalah sebagai panduan dalam pelaksanaan proyek. untuk itu, rencana yang dibuat harus realistis dan berguna. ketiga, eksekusi. eksekusi proyek melibatkan pengambilan tindakan yang perlu dilakukan untuk meyakinkan bahwa aktivitas di dalam rencana proyek terselesaikan dengan baik. produk dari proyek dihasilkan selama eksekusi proyek dan biasanya memakan banyak sumber daya untuk diselesaikan. keluaran yang paling penting adalah hasil kerja atau pengiriman produk. keempat, pengontrolan. pengontrolan merupakan proses untuk membandingkan kemajuan proyek dengan objektif proyek, pengawasan penyimpangan dari rencana, dan mengambil tindakan korektif untuk menyesuaikan kemajuan dengan rencana. kelima, penutupan. proses penutupan proyek meliputi kegiatan untuk mendapatkan penerimaan pemegang saham dan pelanggan dari produk akhir dan proyek atau fase proyek untuk pemesanan akhir. hal itu meliputi verifikasi terhadap semua pekerjaan yang sudah diselesaikan dan menyangkut audit proyek. menurut soeharto (soeharto, 2001:471), pinto dan slevin pada tahun 1988 telah menyelidiki lebih dari 400 proyek, dan menemukan csf yang berikut ini berdasarkan urutannya. pertama, misi proyek, yaitu harus memiliki tujuan dan arah yang jelas mengenai proyek diadakan. hal tersebut harus dimengerti oleh tim proyek dan bidang yang terkait di dalam perusahaan serta stakeholders yang memiliki peranan penting. kedua, dukungan dari manajemen atas. dukungan dapat diberikan dalam bentuk penyediaan sumber daya yang diperlukan, memberikan otoritas yang cukup untuk pelaksanaan implementasi, mengikuti dan memperhatikan beberapa aspek kritis proyek, serta turun tangan dalam penyelesaiannya. ketiga, perencanaan dan penjadwalan. proyek harus memiliki perencanaan dan jadwal secara keseluruhan seperti milestone (suatu kegiatan penting dalam proyek dengan durasi = 0), jadwal penyerahan produk yang dibuat, dan lain-lain. dalam hal ini, termasuk sistem pelaporan dan monitoring yang efektif untuk mendeteksi kemungkinan adanya penyimpangan. keempat, konsultasi dengan pemilik proyek. konsultasi dengan pemilik proyek dari waktu ke waktu selama penyelenggaraan proyek akan sangat memperlancar pelaksanaan tahap implementasi sejauh mana keinginan peranan pemilik. kelima, personel. berhubungan dengan memilih, melakukan negosiasi, merekrut, serta pembinaan tim kerja yang efektif. dengan kata lain, personel berhubungan dengan orang-orang yang cocok ditugaskan ke dalam tim proyek. keenam, kemampuan teknis. pelaksana proyek harus memiliki kemampuan teknis dan menguasai betul-betul teknologi proyek yang akan dikerjakan. ketujuh, penerimaan dari pihak pemilik proyek. pemilik proyek, terutama pada akhir tahap implementasi ikut aktif melakukan testing uji coba dan sertifikasi (pemilik proyek menerima produk yang dihasilkan tersebut). kedelapan, pemantauan, pengendalian, dan feedback, diperlukan guna mengetahui sejauh mana hasil pelaksanaan dibandingkan dengan perencanaan, terutama anggaran. disini diperlukan metode yang dapat meramalkan hasil kegiatan akhir proyek bilamana kondisi seperti saat pelaporan tidak berubah. dengan demikian, dapat diadakan koreksi sesuai keperluan. kesembilan, komunikasi. terbinanya komunikasi yang baik antara peserta proyek (tim proyek) dan journal the winners, vol. 9 no. 1, maret 2008: 35-47 38 stakeholders yang terkait diperlukan untuk mencegah duplikasi kegiatan maupun salah pengertian. namun dengan komunikasi yang baik akan dapat dibicarakan persoalan yang timbul selama proses implementasi. kesepuluh, trouble shooting. mekanisme itu membantu memperkirakan persoalan yang akan terjadi di kemudian hari sehingga jauh sebelumnya sudah diberikan perhatian yang seksama (menangani krisis dan hambatan yang terjadi). banyak proyek perangkat lunak mengalami kegagalan karena spesifikasi desain atau waktu dan perkiraan biaya. kebanyakan permasalahan proyek tidaklah nyata bahkan sampai akhir proyek tersebut. lyytinen dan hirschheim mengidentifikasi empat kategori utama kegagalan proyek perangkat lunak. pertama, kegagalan penyesuaian: kegagalan sistem pada sasaran desain. hal itu adalah suatu kegagalan teknis dalam pengkodean pada komputer. kedua, kegagalan proses: kegagalan penyelesaian suatu proyek dengan tepat waktu dan sesuai dengan anggaran. sistem bekerja secara teknis tetapi tidak ekonomis dan tidak sesuai dengan perencanaan bisnis.ketiga, kegagalan interaksi: terjadi ketika suatu sistem tidaklah digunakan sesuai dengan rencana. interaksi antara tim proyek dengan user tidak berjalan dengan sistematis dan efektif. keempat, kegagalan harapan: terjadi ketika sistem tidak dapat memenuhi syarat yang diharapkan. sistem mungkin akan menampilkan secara teknis, sesuai dengan waktu maupun anggaran, tetapi mungkin tidak dapat melakukan tugas manajemen. menurut budi santosa (budi santosa, 2004:7), secara garis besar proyek memiliki empat tahap berikut. pertama, tahap konsepsi. tahap menyusun dan merumuskan gagasan, menganalisis pendahuluan, dan melakukan studi kelayakan. kedua, tahap pendefinisian. tahap kegiatan penyiapan rencana proyek secara detail dan penentuan spesifikasi proyek secara rinci. ketiga, tahap akuisisi. tahap kegiatan yang terdiri dari desain, pengadaan fasilitas pendukung maupun material untuk tahap selanjutnya, produksi, dan implementasi. keempat, tahap operasi. tahap akhir dari suatu proyek dan proyek diserahkan kepada user. tahap itu terjadi tergantung pada jenis proyek. menurut schwalbe (schwalbe, 2006:10), sembilan area pengetahuan manajemen memiliki fungsi yang saling terkait satu sama lainnya di dalam area pengetahuan manajemen tersebut. manajer proyek harus mempunyai pengetahuan dan keahlian di dalam sembilan area ini. empat inti area pengetahuan manajemen proyek, meliputi manajemen lingkup proyek, waktu, biaya, dan manajemen kualitas. pengetahuan manajemen itu dapat membantu manajer proyek untuk menentukan sumber daya manusia, komunikasi, risiko, dan manajemen pengadaan proyek. sembilan area manajemen proyek sebagai berikut. pertama, manajemen ruang lingkup proyek. menurut schwalbe (schwalbe, 2006:167-189), ruang lingkup proyek mencakup semua proses yang terlibat dalam pendefinisian dan pengaturan mengenai segala sesuatu yang termasuk atau tidak di dalam proyek. hal itu untuk meyakinkan bahwa tim proyek dan stakeholders mempunyai pengertian yang sama mengenai produk manajemen proyek online... (noerlina; dkk) 39 yang akan diproduksi sebagai hasil proyek dan proses yang akan digunakan dalam memproduksi proyek tersebut. lima proses utama di dalam manajemen ruang lingkup proyek adalah perencanaan ruang lingkup (scope planning), definisi ruang lingkup (scope definition), membuat work breakdown structure (wbs), verifikasi ruang lingkup (scope verification), dan pengendalian ruang lingkup (scope control) kedua, manajemen waktu proyek. menurut scwalbe (schwalbe, 2006:203-231), manajemen waktu proyek meliputi perkiraan berapa lama waktu yang dibutuhkan untuk menyelesaikan perkerjaan, mengembangkan jadwal penerimaan proyek, dan memastikan penyelesaian proyek tepat pada waktunya. terdapat enam proses utama dalam manajemen waktu proyek yang terdiri dari definisi aktivitas (activity defintion), barisan aktivitas (activity sequencing), aktivitas perkiraan durasi (activity duration estimating), pengembangan jadwal (schedule development), dan pengendalian jadwal (schedule control). ketiga, manajemen biaya proyek. menurut schwalbe (schwalbe, 2006:251-257), project cost management terdiri dari aktivitas persiapan dan pengaturan anggaran untuk proyek. manajemen biaya proyek melibatkan proses yang dibutuhkan untuk meyakinkan bahwa proyek terselesaikan dengan anggaran yang dianjurkan. seorang manajer proyek harus dapat meyakinkan bahwa proyek sudah didefinisikan dengan baik, mempunyai perkiraan waktu dan harga yang akurat, dan mempunyai anggaran yang realistis dimana tim proyek terlibat dalam hal penganjuran tersebut. proses yang terlibat dalam manajemen biaya proyek, yaitu perkiraan biaya (cost estimating) dan penganggaran biaya (cost budgeting). keempat, manajemen kualitas proyek. menurut schwalbe (schwalbe, 2006:293294), tujuan utama manajemen kualitas proyek adalah menyakinkan bahwa proyek akan memenuhi kebutuhan yang akan diambil. tim proyek harus mengembangkan hubungan yang baik dengan stakeholders kunci, khususnya pelanggan utama proyek tersebut untuk mengerti kualitas yang ada di dalamnya. jika stakeholders proyek tersebut tidak puas dengan kualitas manajemen proyek atau hasil produk suatu proyek maka tim proyek harus membetulkan ruang lingkup, waktu, dan biaya untuk memenuhi kebutuhan stakeholders dan harapannya. oleh karena itu, tim proyek harus mengembangkan hubungan kerja yang baik dengan sesama stakeholders dan mengerti kebutuhan mereka. proses yang terlibat dalam manajemen kualitas proyek adalah perencanaan kualitas (quality planning), meyakinkan kualitas (quality assurance), dan pengontrolan kualitas (quality control) kelima, manajemen sumber daya manusia proyek. menurut schwalbe (2006:345-346), manajemen sumber daya manusia proyek melibatkan proses yang dibutuhkan untuk melakukan efektivitas dari penggunaan orang yang terlibat dengan proyek. manajemen sumber daya manusia menyangkut semua stakeholders proyek, seperti sponsor, pelanggan, anggota tim proyek, staf pendukung, para penjual yang mendukung proyek, dan lain–lain. proyek utama yang terlibat dalam manajemen sumber journal the winners, vol. 9 no. 1, maret 2008: 35-47 40 daya manusia proyek adalah perencanaan sumber daya manusia (human resource planning), perekrutan tim proyek (acquiring the project team), pengembangan tim proyek (developing the project team), dan pengaturan tim proyek (managing the project team). keenam, manajemen komunikasi proyek. menurut schwalbe (2006:388), tujuan manajemen komunikasi proyek adalah untuk meyakinkan waktu dan turunan yang benar, pengumpulan, penyebaran, penyimpanan, dan penempatan informasi proyek. proses utama dalam manajemen komunikasi proyek adalah perencanaan komunikasi (communication planning), pendistribusian informasi (information distriution), pelaporan kinerja (performance reporting), dan pengaturan stakeholders (managing stakeholders). ketujuh, manajemen risiko proyek. menurut schawlbe (2006:425-429), manajemen risiko proyek merupakan seni dan ilmu pengindetifikasian, penganalisaan, dan penanggapan terhadap risiko melalui siklus hidup dari proyek dan berpatokan pada tercapainya tujuan proyek. tujuan manajemen risiko proyek dapat dipandang sebagai peminimalan risiko negatif potensil dan pemaksimalan risiko positif potensial. menurut pressman (2003:146-149), risiko selalu melibatkan dua karakteristik, yaitu ketidakpastian (uncertainty) dan kerugian (loss). kedelapan, manajemen pengadaan proyek. menurut schwalbe (2006:467-471), pengadaan (procurement) proyek mempunyai arti mendapatkan barang atau jasa dari sumber daya luar. manajemen pengadaan proyek itu sendiri meliputi proses yang dibutuhkan untuk mendapatkan barang atau jasa untuk proyek dari luar. enam proses utama dalam manajemen pengadaan proyek adalah merencanakan pembelian dan perolehan (planning, purchases, and acquisitions), merencanakan kontrak (planning contracting), meminta tanggapan penjual (requesting seller responses), memilih penjual (selecting seller), mengatur kontrak (administering the contract), dan menutup kontrak (closing the contract). kesembilan, manajemen integrasi proyek. menurut schwalbe (2006:116-117), manajemen integrasi proyek meliputi proses yang terlibat dalam mengkoordinasi semua area pengetahuan manajemen proyek lain melalui daur hidup proyek. hal itu untuk meyakinkan bahwa semua elemen proyek digunakan bersama pada waktu yang tepat untuk menyukseskan suatu proyek. tujuh proses utama dalam manajemen integrasi proyek adalah mengembangkan project charter, membangun preliminary project scope statement, membangun perencanaan manajemen proyek, mengarahkan dan mengatur eksekusi proyek secara langsung, memantau dan mengendalikan kerja proyek, menampilkan pengontrolan perubahan yang terigentrasi, dan menutup proyek. manajemen proyek online... (noerlina; dkk) 41 metode penelitian untuk mencapai tujuan yang diinginkan, digunakan beberapa metode yang lebih terarah dan mendukung serta dapat dipertanggungjawabkan kebenarannya. metode tersebut meliputi metode pengumpulan data dan metode analisis data. dalam metode pengumpulan data terdapat dua hal, yaitu pertama, studi kepustakaan. studi kepustakaan, yaitu merupakan suatu penelitian dengan cara mempelajari buku sebagai pedoman dalam perancangan, literatur yang berhubungan dengan sistem monitoring rencana kerja, dan anggaran serta catatan yang diperoleh selama perancangan sistem. kedua, studi lapangan, yaitu suatu penelitian yang dilakukan untuk memperoleh informasi di luar studi kepustakaan, antara lain observasi langsung, yaitu suatu kegiatan yang dilakukan dengan cara mengamati secara langsung objek yang sedang diteliti, dalam hal ini dilakukan pengamatan langsung terhadap kegiatan operasional perusahaan dan wawancara, yaitu suatu cara pengumpulan data dengan cara tanya – jawab secara langsung dengan objek yang akan diteliti, dalam hal ini dilakukan tanya – jawab dengan pembimbing yang membimbing penelitian ini. metode analisis data dilakukan dengan mengolah data yang ada dengan cara membuat work breakdown structure (wbs) sebagai langkah yang akan dilaksanakan dalam proyek online trading system pada pt universal broker indonesia; menggunakan diagram jaringan kerja dalam bentuk cpm untuk mengestimasi waktu yang digunakan dalam proyek; menggunakan microsoft project untuk merancang penjadwalan proyek mengenai waktu, tahapan kegiatan dan predecessors. hasil dan pembahasan tujuan bisnis pembuatan proyek online trading system adalah menyediakan suatu fasilitas bagi nasabah untuk eksekusi jual, eksekusi beli, perubahan (amend), pembatalan (withdraw), monitoring status order jual beli secara realtime, pengecekan portofolio, menampilkan history transaksi, dan monitoring harga saham secara realtime. menurut manajer proyek pt universal broker indonesia, dengan online trading system akan mempermudah nasabah dalam melakukan eksekusi jual maupun beli saham. dengan melakukan pengembangan sistem ini diharapkan dapat mengurangi kesalahan yang akan terjadi pada saat melakukan eksekusi jual maupun beli dalam pengembangan proyek online trading system yang akan dilaksanakan pada pt universal broker indonesia, perusahaan telah menunjuk bapak koento wahyudi selaku kepala departemen it sebagai project leader. pra-perencanaan dan pengumpulan data proyek yang diperlukan, dilakukan mulai dari perusahaan beralih kepemimpinan. setelah pra-perencanaan dan pengumpulan data proyek telah selesai, dilakukan perencanaan oleh project leader kemudian langsung membentuk tim proyek yang dibagi menjadi empat bagian, yaitu bagian server side, client side, database/network, dan analysis/design. setelah membentuk tim proyek, project leader langsung melakukan pembagian tugas kepada masing-masing bagian dalam tim proyek. journal the winners, vol. 9 no. 1, maret 2008: 35-47 42 online trading system ini dibuat untuk memenuhi beberapa kebutuhan perusahaan. perpindahan sistem tradisional menjadi terkomputerisasi dan terintegrasi akan menimbulkan perubahan yang baru, antara lain meliputi pergantian sistem baru mengakibatkan penambahan perangkat lunak dan perangkat keras agar dapat disesuaikan dengan sistem baru yang merupakan tanggung jawab pt universal broker indonesia; penambahan infrastruktur jaringan untuk mendukung online trading system; perubahan terhadap strategi bisnis yang disebabkan oleh pergantian sistem tradisional ke komputerisasi. kebutuhan layanan yang dibutuhkan dalam online trading system adalah dapat mempermudah nasabah dalam memantau atau memonitor harga secara realtime; dapat mempermudah nasabah dalam melakukan eksekusi jual maupun beli, perubahan (amend), pembatalan (withdraw), dan pemantauan (monitoring) status order jual beli secara realtime; dapat mempermudah nasabah dalam melakukan memantau maupun mengecek statement atau portofolionya; dapat mempermudah nasabah dalam memantau terhadap history transaksi. dalam pengembangan proyek online trading system pada pt universal broker indonesia terdapat beberapa faktor kunci kesuksesan dari proyek tersebut yang terdiri dari, pertama, misi proyek. tujuan bisnis pembuatan proyek online trading system ini adalah menyediakan suatu fasilitas bagi nasabah untuk eksekusi jual, eksekusi beli, perubahan (amend), pembatalan (withdraw) dan monitoring status order jual beli secara realtime, pengecekan portofolio, menampilkan history transaksi, dan monitoring harga saham secara realtime. kedua, dukungan dari manajemen atas. pada pelaksanakan proyek online trading system terdapat dukungan dari manajemen atas berupa penyediaan sumber daya yang diperlukan, memberikan otoritas yang cukup untuk pelaksanaan implementasi, mengikuti dan memperhatikan beberapa aspek kritis proyek. ketiga, perencanaan dan penjadwalan. proyek online trading system memiliki perencanaan dan jadwal secara keseluruhan, jadwal pengerjaan proyek yang dibuat, dengan menggunakan gant chart, wbs (work breakdown structure), dan cpm (critical path method). dalam hal ini termasuk sistem pelaporan dan monitoring yang efektif untuk mendeteksi kemungkinan adanya penyimpangan. keempat, personil dan kemampuan teknis. pada pelaksanakan proyek online trading system ini dilakukan pemilihan personel, negosiasi, merekrut, serta pembinaan tim kerja yang efektif yang memiliki kemampuan teknis dan menguasai teknologi proyek yang akan dikerjakan. kelima, pemantauan, pengendalian, dan feedback. pada proses ini dilakukan pemantauan, pengendalian, dan feedback selama proyek berjalan guna mengetahui sejauh mana hasil pelaksanaan dibandingkan dengan perencanaan terutama anggaran. dengan demikian dapat diadakan koreksi sesuai keperluan. dalam proyek online trading system, aktivitasnya dibagi menjadi beberapa kegiatan utama dan sebagian kegiatan utama tersebut memiliki kegiatan pendukung. kegiatan yang dilaksanakan adalah pertama, planning, pada tahap ini perusahaan manajemen proyek online... (noerlina; dkk) 43 melakukan perencanaan dan pengumpulan data yang diperlukan untuk proyek online trading system. kedua, initiation, pada tahap ini pihak perusahaan menyediakan seluruh hardware yang dibutuhkan dan menyiapkan hardware tersebut untuk dapat mendukung pembuatan proyek online trading system, seperti menyediakan server, networking device, module package, dan software. ketiga, design. pada tahap ini dilakukan perancangan dan desain terhadap fitur yang diinginkan oleh perusahaan. desain terdiri dari global desain; desain client, seperti main form, market information screen, portofolio, order screen, chart screen, news screen, ticker, report; desain server, seperti load balancing, client management, price dissemination, tick server, news server, chart server, report server. keempat, coding. pada tahap ini dilakukan pembuatan coding pada desain yang sudah ada. tahap itu terdiri dari coding client, seperti main form, market information screen, portofolio, order screen, chart screen, news screen, ticker, report; coding server, seperti load balancing, client management, price dissemination, tick server, news server, chart server, report server. kelima, testing. pada tahap ini dilakukan pengujian terhadap fitur yang telah dibuat apakah telah berjalan sebagai mestinya dan sesuai dengan yang direncanakan sebelumnya, seperti internal testing dan external testing. keenam, implementation. pada tahap ini dilakukan peng-install-an hasil pembuatan proyek. selain itu juga dilakukan pelatihan kepada bagian client dan bagian server. dari pembahasan online trading system tersebut, dapat diperkirakan ada beberapa risiko yang mungkin terjadi dalam pembuatan dan pelaksanaan proyek ini, diantaranya, pertama, mundurnya waktu pengerjaan proyek. waktu yang dibutuhkan dalam pengerjaan proyek online trading system ini dapat semakin panjang apabila waktu pengerjaan coding sering terjadi error dan tim proyek yang mengerjakan coding kurang memahami proses bisnis. kedua, membengkaknya biaya proyek. membengkaknya biaya proyek online trading system dapat disebabkan oleh adanya anggota tim pengerjaan proyek yang mengundurkan diri atau adanya penambahan requirement selama pengembangan proyek sedang berlangsung. ketiga, keterlambatan penerimaan hardware. keterlambatan penerimaan hardware dapat disebabkan oleh ketidaktepatan waktu pengiriman dari supplier atau hardware yang dipesan tidak semua dimiliki oleh supplier sehingga supplier harus melakukan pemesanan ke distributor terlebih dahulu yang menyebabkan keterlambatan pengiriman hardware dari waktu yang telah disepakati. keempat, terjadinya keterlambatan pemasangan communication line dari pihak vendor. dari identifikasi risiko yang telah diuraikan tersebut, solusi yang dapat disarankan adalah selalu melakukan pengetesan terhadap setiap modul coding yang telah diselesaikan; project leader memberikan pengarahan mengenai proses bisnis yang ada; membuat perjanjian kontrak kerja dengan tim kerja proyek; memaparkan semua kendala yang ada selama pengerjaan proyek dan mencari solusi bersama–sama saat progress journal the winners, vol. 9 no. 1, maret 2008: 35-47 44 meeting; melakukan perjanjian dengan bagian pihak supplier mengenai tanggal pengiriman hardware dan beberapa hari sebelum tanggal pengiriman melakukan konfirmasi ulang tanggal pengirimannya; mencari alternatif dari supplier lain yang memiliki hardware yang diperlukan; meminta konfirmasi kepada vendor mengenai jadwal pemasangan communication line. struktur organisasi proyek yang diusulkan dalam manajemen proyek ini dengan mempertimbangkan keterlibatan pihak internal perusahaan maupun posisi konsultan dari eksternal perusahaan adalah sebagai berikut. gambar 1 struktur organisasi proyek yang diusulkan dalam manajemen proyek rancangan work breakdown structure sebagai berikut. gambar 2 rancangan work breakdown structure manajemen proyek online... (noerlina; dkk) 45 diagram jaringan kerja untuk memantau tahapan dalam proyek beserta prediksi waktu dan ketergantungan satu aktivitas dengan aktivitas lainnya dapat terlihat sebagai berikut. gambar 3 diagram jaringan kerja untuk memantau tahapan dalam proyek beserta prediksi waktu dan ketergantungan satu aktivitas dengan aktivitas lainnya gantt chart dipergunakan dalam penjadwalan proyek sebagai berikut. tabel 1 gantt chart dipergunakan dalam penjadwalan proyek journal the winners, vol. 9 no. 1, maret 2008: 35-47 46 manajemen proyek online... (noerlina; dkk) 47 penutup berdasarkan pengerjaan proyek online trading system yang telah dilakukan, dapat disimpulkan beberapa hal, pertama dalam pelaksanaan proyek online trading system ini terdapat enam tahapan yang terdiri dari planning, initiation, design, coding, testing, implementation. kedua, komposisi dari tim proyek online trading system terdiri dari 1 orang project leader, 2 orang server side, 5 orang client side, 4 orang database/ network, 2 orang analysis/design. ketiga, pengendalian terhadap proyek online trading system berjalan dengan baik. daftar pustaka anthony, robert n. and vijay govindarajan. 2007. management control systems international edition. 12th edition. new york: mcgraw – hill. gray, clifford f. and erik w. lanson. 2000. project management: the managerial process international edition. new york: mcgraw – hill. nicholas, john. m. 2001. project management for business and technology. new jersey: prentice hall. olson, david l. 2003. introduction to information system project management. new york: mcgraw-hill. pressman, roger s. 2003. software engineering: a practitioners approach. new york: mcgraw-hill. robbins, stephen p. and mary coulter. 2005. management. edisi ke-8. new jersey: pearson prentice hall. santoso, budi. 2003. manajemen proyek. jakarta: guna widya. schwalbe, kathy. 2006. information technology project managemen. 4th edition. boston, massachusetts: couerse technology. soeharto, iman. 2001. manajemen proyek dari konseptual sampai operasional, jilid 2, edisi ke-2. jakarta: erlangga. microsoft word 01_lusy_ok.doc kualitas pelayanan pajak .....(lusy suprajadi; dkk) 99 kualitas pelayanan pajak berdasarkan persepsi wajib pajak lusy suprajadi1; sylvia fettry e.m2; granita chrysantiami3 jurusan akuntansi, fakultas ekonomi, universitas katolik parahyangan, jln. ciumbuleuit no. 94, bandung 40141 abstract nation independence is characterized by its ability to finance development from taxation. every citizen fulfilling objective requirements has an obligation to pay tax and therefore categorized as wajib pajak (tax payer). but in real practices, many people hide their income in order to avoid tax payment, moreover the decline of tax revenue influences the nation’s ability to finance its sustainable development and managing the country. this condition causes direktorat jenderal pajak (djp) to enhance itself by modernizing administration and tax services. the implementation of this modernization concept in bandung includes the development of kantor pelayanan pajak (kpp) madya bandung. this research is done to know whether the modernization of taxation increases the service quality in kpp madya compared to the previous service quality in the kpp. the data in this research are collected by closed questionnaire distributed to wajib pajak registered in kpp madya bandung as respondents. sample is designated based on simple random sampling technique. hyphotheses are tested by parametric statistic paired samples t-test with an error level of 5%. the result of this research is that the service quality based on wajib pajak’s perception after the modernization in kpp madya bandung is better than before the modernization in the kpp previously. keywords: taxation modernization, service quality, kpp madya bandung abstrak independen bangsa dicirikan oleh kemampuan untuk membiayai pembangunan dari pajak. setiap warga negara yang memenuhi persyaratan objektif berkewajiban untuk membayar pajak dan disebut sebagai wajib pajak (wajib pajak). namun dalam praktek nyata, banyak orang menyembunyikan pendapatan mereka untuk menghindari pembayaran pajak, apalagi penurunan penerimaan pajak mempengaruhi kemampuan negara untuk membiayai pembangunan yang berkelanjutan dan untuk menjalankan negara. kondisi ini menyebabkan direktorat jenderal pajak (djp) untuk meningkatkan diri dengan modernisasi administrasi dan pelayanan pajak. pelaksanaan konsep modernisasi di bandung adalah meliputi pengembangan kantor pelayanan pajak (kpp) madya bandung. penelitian ini dilakukan untuk mengetahui apakah modernisasi perpajakan meningkatkan kualitas pelayanan di kpp madya dibandingkan dengan kualitas pelayanan di kpp sebelumnya. data dalam penelitian ini dikumpulkan dengan kuesioner tertutup dibagikan kepada wajib pajak terdaftar di kpp madya bandung sebagai responden. sampel ditetapkan berdasarkan teknik sampling acak sederhana. hyphotheses diuji dengan statistik parametrik sampel t-test dipasangkan dengan tingkat kesalahan 5%. hasil dari penelitian ini adalah bahwa kualitas layanan berdasarkan persepsi wajib pajak setelah modernisasi di kpp madya bandung adalah terbukti lebih baik daripada sebelum modernisasi di kpp sebelumnya. kata kunci: modernisasi perpajakan, kualitas layanan, kpp madya bandung 100 journal the winners, vol. 9 no. 2, september 2008: 99-111 pendahuluan peranan penerimaan pajak terhadap pendapatan negara hingga saat ini masih sangat dominan. dari tahun ke tahun, kontribusi pajak pada penerimaan negara terus mengalami peningkatan. dalam apbn 2004, hampir 80% pendapatan negara diperoleh dari penerimaan pajak. jumlah tersebut sangat besar bila dibandingkan dengan kontribusi pajak di tahun 2000 yang hanya 50%. tahun 2002, sumbangan sektor perpajakan naik menjadi 70,4% dan tahun 2004 mencapai 77,8%. tahun 2008. dalam apbn-p 2009, kontribusi pajak mencapai 77,99%, meningkat dari tahun sebelumnya sebesar 68,08% (hutasoit, 2009). penerimaan pajak dari tahun ke tahun terus meningkat, namun belum mencerminkan kondisi yang sebenarnya. aspek kepatuhan wajib pajak yang masih rendah tercermin dalam rendahnya jumlah wajib pajak terdaftar yang hanya mencapai sekitar 3%. tingkat kepatuhan penyampaian spt pph tahunan orang pribadi tahun 2000 mengalami penurunan sebesar 2,71% dibandingkan tahun 1999. sedangkan spt pph badan mengalami kenaikan hanya sebesar 0,19%. indikator tax ratio dan kinerja penerimaan pajak di indonesia masih rendah, hanya mencapai kisaran sekitar 11% sejak tahun 1995 hingga 2000 (pandiangan, 2008). tax ratio indonesia pada tahun 2005 mencapai 12,89%, dan tahun 2006 sebesar 13,58%. apbn 2007 menargetkan 14,43%, dan apbnp 2007 menargetkan 13,92%. target tax ratio tahun 2009 adalah sebesar 16% (antara news, 2007), sama dengan tax ratio tahun 2008 sebesar 16% dari pdb (daniel, 2009). tingkat kepatuhan penyampaian spt pph tahunan orang pribadi tahun 2008 mencapai 40% atau 5,3 juta wajib pajak, sama dengan tahun 2007 yang sebesar 40% atau 2,4 juta wajib pajak. secara kuantitas, penyampaian spt pph tahunan orang pribadi tahun 2008 meningkat dibandingkan tahun 2007 (bisnis indonesia, 2009). menurut ketua bpk anwar nasution, rendahnya persentase jumlah pemilik npwp relatif terhadap jumlah penduduk indonesia, rendahnya pembayar pajak efektif, dan rendahnya tax ratio di indonesia mencerminkan administrasi pajak yang buruk (nurmimi, 2009). kondisi rendahnya kepatuhan wajib pajak, administrasi perpajakan yang buruk, dan kurang mendukung dalam memenuhi tuntutan pelayanan yang cepat, mudah, murah, dan akurat melatarbelakangi dilakukannya modernisasi perpajakan pada awal dekade 2000-an. beberapa hal yang mendapat perhatian antara lain adalah (1) citra djp yang dinilai harus diperbaiki dan ditingkatkan; (2) tingkat kepercayaan terhadap administrasi perpajakan yang harus ditingkatkan; serta (3) integritas dan produktivitas sebagian pegawai yang masih harus ditingkatkan (pandiangan, 2008). peningkatan kualitas pelayanan perpajakan diharapkan mampu meningkatkan kepatuhan dan kesukarelaan wajib pajak dalam menjalankan kewajiban perpajakannya, meningkatkan kepercayaan wajib pajak terhadap administrasi perpajakan, dan agar tercapainya tingkat produktivitas pegawai yang tinggi. pelayanan kepada wajib pajak menjadi salah satu faktor yang menentukan sukses tidaknya suatu usaha peningkatan penerimaan pajak. pelayanan di bidang perpajakan dimaksudkan untuk memberikan kenyamanan, keamanan, dan kepastian bagi wajib pajak di dalam pemenuhan kewajiban dan haknya di bidang perpajakan (hutagaol, 2005). jika pelayanan yang diberikan kepada wajib pajak dilakukan dengan cara yang baik, maka wajib pajak merasa dihormati hak-haknya sehingga dalam pemenuhan kewajiban perpajakan dapat dilakukan sesuai dengan ketentuan yang berlaku. cara untuk meningkatkan kepatuhan wajib pajak antara lain adalah dengan meningkatkan pelayanan terhadap wajib pajak, melalui pengembangan pelayanan prima yang secara terus-menerus diperbaharui sesuai visi djp sebagai wujud pelayan publik yang nyata. penekanan jiwa kebangsaan dalam diri wajib pajak yang patuh, berkaitan dengan pelayanan yang diberikan kepada wajib pajak yang bersangkutan adalah hal wajar, terlebih dalam era reformasi dan transparansi yang saat ini dituntut oleh semua pihak (burton, 2005). kualitas pelayanan pajak .....(lusy suprajadi; dkk) 101 pelayanan/jasa adalah setiap tindakan atau perbuatan yang dapat ditawarkan oleh suatu pihak kepada pihak lain, yang sifatnya tidak berwujud dan tidak mengakibatkan kepemilikan (kotler dan keller, 2008). sedangkan kualitas adalah keseluruhan ciri serta sifat dari suatu produk atau pelayanan yang berpengaruh pada kemampuannya untuk memuaskan kebutuhan yang dinyatakan atau yang tersirat (kotler dan keller, 2008). berdasarkan kedua pengertian tersebut dan dikaitkan dengan pelayanan dalam sektor pajak, dapat disimpulkan bahwa kualitas pelayanan yang baik dapat diwujudkan apabila pelayanan aparat pajak dapat membantu wajib pajak dalam memenuhi kewajiban dan hak perpajakannya serta pemenuhan atas keinginan dan kebutuhan tersebut sesuai dengan ekspektasi wajib pajak. administrasi perpajakan bertujuan untuk meningkatkan kepatuhan wajib pajak secara sukarela. kualitas pelayanan perpajakan merupakan salah satu faktor yang menentukan efektivitas administrasi perpajakan (sirait, 2005). upaya perbaikan sistem administrasi perpajakan dapat dimulai dari modernisasi administrasi perpajakan (sugiyanto, 2005). modernisasi administrasi perpajakan dilaksanakan untuk memenuhi tuntutan pelayananan yang lebih baik kepada stakeholders perpajakan, yaitu dengan menerapkan good governance dan pelayanan prima kepada masyarakat, yang mencakup restrukturisasi organanisasi, penyempurnaan proses bisnis, dan sumber daya manusia. pembenahan sistem perpajakan dengan peningkatan kualitas pelayanan diharapkan mampu memperbaiki rasa keadilan bagi para wajib pajak sehingga mendorong kepatuhan sukarela (voluntary compliance) (kiswara, 2009). tahun 2002 merupakan awal terjadinya perubahan mendasar paradigma kantor operasional, yang terdiri atas kpp, kppbb, dan karikpa. melalui kepmenkeu no. 65/kmk.01/2002, dibentuk kpp wajib pajak besar (large tax office, lto). kemudian dengan kepmenkeu no. 519/kmk.01/2003 jo 587/kmk.01/2003, ditetapkan kpp khusus (kpp pnd/bumn, kpp pma, kpp pmb dan kpp badora), yang menerapkan tipikal kpp baru. selanjutnya, dengan kepmenkeu no. 254/kmk.01/2004, dibentuk lagi tipikal kpp madya (medium tax office, mto) dan kpp pratama (small tax office, sto). sejalan dengan dibentuknya kpp dengan tipikal baru ini (lto, mto dan sto), terjadi pula perubahan paradigma organisasi; dari sebelumnya yang diatur (terakhir) dalam kepmenkeu no. 443/kmk.01/2001, yang merupakan organisasi kpp umumnya hingga sekarang ini. berdasarkan paradigma sebelumnya, struktur organisasi kantor pajak dibentuk berdasarkan jenis pajak. dengan paradigma ini, jenis pajak pph dan ppn/ptll dilayani di kpp; sedangkan jenis pbb dan bea perolehan hak atas tanah dan bangunan (bphtb) dilayani kppbb. kemudian, proses keberatan dilakukan di kpp dan kanwil serta pemeriksaan pajak dan penyidikan oleh karikpa dan kanwil. dalam organisasi kpp tipikal baru, paradigmanya adalah bahwa strukturnya dibentuk berdasarkan fungsi yang mengarah kepada peningkatan (optimalisasi) pelayanan kepada masyarakat/wajib pajak atas semua jenis pajak. pelayanan terhadap jenis pajak pph dan ppn/ptll dengan pbb dan bphtb tidak lagi dibedakan, melainkan hanya diberikan oleh satu kpp saja. demikian juga fungsi pengawasan (pemeriksaan dan penagihan) hanya di kpp. dengan tipikal baru ini, terdapat penggabungan fungsi antara kpp, karikpa dan kppbb. tugas pengolahan data dan pengolahan penerimaan dilakukan oleh seksi pengolahan data dan informasi (pdi). fungsi pelayanan dan pengawasan terhadap wajib pajak lebih efektif karena dilakukan melalui staf khusus, yaitu account representative (ar). setiap wajib pajak memiliki ar. proses pelaksanaan pekerjaan baik untuk pelayanan, pengawasan, maupun pemeriksaan menjadi lebih efisien dan mengurangi birokrasi sehingga cost of compliance relatif lebih rendah. dengan adanya ar, maka penanganan atas berbagai aspek perpajakan akan menjadi lebih cepat dan dapat dimonitor. tugas pengawasan dan konsultasi hanya diberikan oleh seksi pengawasan dan konsultasi, yang sebelumnya tugas ini diberikan oleh 4 seksi, yakni seksi pph orang pribadi, seksi p2 pph, seksi pph badan, dan seksi ppn dan ptll. manajemen pemeriksaan lebih efisien dan efektif karena berada 102 journal the winners, vol. 9 no. 2, september 2008: 99-111 dalam satu unit dan sumber daya manusia dispesialisasikan pada sektor tertentu. untuk proses keberatan dan penyidikan dilakukan kanwil sehingga ada pemisahan fungsi yang jelas antara kanwil dan kpp. karena fungsi pemeriksaan dan fungsi lainnya berada dalam satu unit maka koordinasi fungsi tersebut lebih baik, dan karena fungsi pemeriksaan difokuskan kepada sektor-sektor usaha tertentu, maka hasil pemeriksaan akan lebih efektif dengan perlakuan perpajakan yang seragam. kondisi sebelum adanya modernisasi, sistem informasi yang diterapkan cenderung terbatas kepada kebutuhan pelaporan. padahal data dan informasi yang ada dalam sistem tersebut akan menjadi bahan untuk kegiatan lain, seperti untuk ekstensifikasi dan intensifikasi maupun optimalisasi pemanfaatan data perpajakan (opdp) lainnya. dalam penyempurnaan business process, dilakukan dengan konsep adanya built control system yang memanfaatkan teknologi informasi dan komunikasi terkini dengan melakukan penerapan case management dan workflow system untuk fungsi-fungsi tertentu (keberatan, penyidikan, penilaian, dan lainnya), sentralisasi basis data, pengembangan sistem informasi manajemen pendukung (kepegawaian, keuangan, aset) serta pengembangan sistem monitoring kualitas data. melalui case management system, setiap wajib pajak dapat dimonitor secara terus-menerus melalui sistem account wajib pajak. setiap kasus ditangani oleh petugas khusus dan dimonitor secara sistem. workflow management system memperlihatkan keterkaitan antar satu pekerjaan dengan lainnya sampai dengan selesai. selain itu, manajemen penanganan keluhan, sistem dan prosedur kerja yang terintegrasi akan menjadi fungsi internal check untuk menyempurnakan manajemen arsip dan pelaporan. pengembangan sistem informasi djp (sidjp) di lingkungan kantor modern djp dengan menggunakan perangkat keras dan lunak, yang dihubungkan dengan suatu jaringan kerja di kantor pusat akan merekam semua data dan informasi di kpp sehingga meningkatkan keakuratan data, kecepatan dan kelancaran pekerjaan di djp. dengan demikian, tidak satu data dan informasi perpajakan pun yang tidak termanfaatkan untuk menguji tingkat kepatuhan wajib pajak dalam melaksanakan kewajiban perpajakannya, di antaranya melalui opdp. sebelum adanya modernisasi, manajemen sumber daya manusia masih mengacu pada sistem yang secara umum diterapkan pada unit pemerintahan lainnya, yang tidak memiliki kejelasan dalam bidang recruitment, pendidikan dan pelatihan, sistem mutasi dan promosi, career path serta reward and punishment. oleh karena itu, djp melakukan modernisasi manajemen sumber daya manusia. tujuan dari modernisasi manajemen sumber daya manusia adalah menerapkan praktik manajemen sumber daya manusia yang sehat (fair and proper) sehingga dapat menciptakan lingkungan kerja yang mendukung persaingan positif antar pegawai, meningkatkan motivasi kerja, kinerja dan produktivitas pegawai. modernisasi manajemen sumber daya manusia yang diterapkan adalah melakukan mapping sumber daya manusia. mapping sumber daya manusia adalah pemetaan tenaga kerja sebagai dasar penempatan personil yang tepat dan sesuai dengan kompetensinya. pelaksanaan kode etik pegawai (kepmenkeu no. 222/kmk.03/2002) sebagai acuan perilaku melaksanakan tugas, diawasi berbagai badan independen. badan independen tersebut seperti komite kode etik pegawai yang diketuai oleh sekjen departemen keuangan, komisi ombudsman nasional dengan desk pajak, maupun tim khusus inspektorat jenderal. modernisasi perpajakan dilakukan untuk memberikan kemudahan dan kenyamanan. hal ini dilakukan guna mengontradiksikan adanya pandangan miring masyarakat terhadap pajak selama ini. dengan adanya manajemen sumber daya manusia, maka kualitas sumber daya manusia akan meningkat dan kkn (korupsi, kolusi, dan nepotisme) dapat diturunkan sehingga pelayanan yang diberikan kepada wajib pajak akan meningkat. peningkatan pelayanan ini akan meningkatkan kepatuhan wajib pajak sehingga secara tidak langsung akan meningkatkan penerimaan pajak. berdasarkan uraian tersebut, perbedaan sebelum dan setelah diterapkannya modernisasi administrasi perpajakan secara garis besar disajikan dalam tabel 1. kualitas pelayanan pajak .....(lusy suprajadi; dkk) 103 tabel 1 perbandingan sebelum dan setelah modernisasi administrasi perpajakan no. aspek pembeda sebelum setelah 1 struktur organisasi berdasarkan jenis dan fungsi pajak: a. bidang pph b. bidang ppn dan pajak tidak langsung lainnya c. bidang pbb dan bphtb masing-masing jenis pajak di atas memiliki fungsi masing-masing pelayanan perpajakan di suatu kantor dilakukan di beberapa seksi (berdasarkan jenis pajak), sehingga masyarakat terkadang harus berhubungan dengan beberapa seksi-seksi terkait tidak ada penanganan terhadap keluhan wajib pajak berdasarkan fungsi pajak, hal ini berkaitan dengan client oriented: a. fungsi pengolahan data dan informasi b. fungsi pelayanan c. fungsi penagihan d. fungsi pemeriksaan e. fungsi pengawasan dan konsultasi lebih mengedepankan aspek pelayanan kepada wajib pajak (customer oriented) dengan adanya help desk maupun account representative (ar) adanya unit khusus yang menangani keluhan (complaint center), sehingga menjadi masukan berharga dalam memelihara dan memperbaiki pelayanan secara berkelanjutan kantor pajak masih terpisah-pisah (tidak terintegrasi) sehingga terjadi duplikasi pekerjaan contoh: a. kantor pbb terpisah dari kpp b. kantor pemeriksaan terpisah dan berdiri sendiri (karikpa) kantor pajak sudah terintegrasi sehingga menghilangkan duplikasi pekerjaan, tiap fungsi dapat bekerja lebih efektif, one stop service contoh: kantor pbb, karikpa digabungkan dalam satu kantor pelayanan pajak 2 business process secara umum masih manual sesuai dengan sarana kerja yang digunakan secara sistem menggunakan sistem informasi djp (sidjp) dengan case management dan memanfaatkan teknologi informatika terkini 3 sistem manajemen sumber daya manusia belum adanya standar perilaku pegawai dan budaya kerja profesional dalam melaksanakan tugas sehingga produktivitas pegawai masih harus ditingkatkan lagi tidak ada kode etik pegawai adanya tuntutan profesional sumber daya manusia dalam bekerja adanya kode etik pegawai, seirama dengan pelaksanaan good governance dan equal treatment dapat berjalan baik sumber: modernisasi dan reformasi pelayanan perpajakan berdasarkan uu terbaru (liberti pandiangan, 2008, jakarta: elex media komputindo) peningkatan kualitas pelayanan memang menjadi salah satu tujuan yang ingin dicapai oleh pemerintah khususnya djp. upaya peningkatan ini dilakukan dengan melakukan pembaharuan di berbagai aspek yang dapat menunjang peningkatan kualitas pelayanan kepada wajib pajak, yang kemudian diharapkan dapat meningkatkan kesukarelaan wajib pajak dalam memenuhi kewajibannya dan pada akhirnya diharapkan akan meningkatkan penerimaaan negara dari sektor pajak. penelitian ini dimaksudkan untuk membuktikan bahwa dengan meningkatnya kualitas pelayanan berdasarkan persepsi wajib pajak sesudah modernisasi, diharapkan dapat menjadi bukti yang dapat menjawab kekhawatiran dan ketidakpercayaan masyarakat akan langkah pembaharuan yang diambil djp. selain itu, penelitian ini diharapkan dapat membuktikan pula bahwa modernisasi administrasi perpajakan yang telah diterapkan dapat menghasilkan sesuatu yang lebih baik bagi masyarakat, pemerintah, negara, dan dunia perpajakan di indonesia. penelitian berkaitan dengan kualitas pelayanan dilakukan oleh suryadi (2006) terhadap seluruh kpp di jawa timur pada tahun 2002, sebelum dilakukannya modernisasi administrasi perpajakan menunjukkan bahwa pelayanan perpajakan yang diukur dari ketentuan perpajakan, kualitas sumber daya manusia, dan sistem informasi perpajakan tidak berpengaruh signifikan terhadap kinerja 104 journal the winners, vol. 9 no. 2, september 2008: 99-111 penerimaan pajak. penelitian lainnya dengan unit analisis kpp pratama bandung menyimpulkan bahwa terdapat pengaruh positif antara kualitas pelayanan pajak dengan kepatuhan wajib pajak (siregar, 2006) hasil penelitian hutapea (2005) yang membandingkan kualitas pelayanan pajak berdasarkan persepsi wajib pajak sebelum dan sesudah terdaftar di kpp besar (lto), menunjukkan bahwa kualitas pelayanan berdasarkan persepsi wajib pajak sesudah terdaftar di kpp wp besar lebih tinggi daripada sebelum terdaftar di kpp wp besar. persentase kepatuhan spt pph badan pada kpp wp besar tahun 2002 sebesar 86,50%, tahun 2003 sebesar 95,72%, tahun 2004 sebesar 94,67%, tahun 2005 sebesar 96,33%, dan tahun 2006 sebesar 98,67%. untuk tahun pajak 2003 terdapat penambahan wajib pajak menjadi 257 wajib pajak, sedangkan untuk tahun pajak 2004 terdapat penambahan wajib pajak menjadi 300 wajib pajak (kurniawan, 2008). berbeda dengan penelitian sebelumnya, penelitian ini meneliti apakah terdapat peningkatan kualitas pelayanan setelah diterapkannya modernisasi administrasi pajak dengan pembentukan kpp madya bandung, dibandingkan saat wajib pajak masih terdaftar pada kpp konvensional. berdasarkan servqual yang dikembangkan oleh zeithaml et al., (1990), konsep kualitas pelayanan dapat dibagi menjadi 5 dimensi, yaitu (1) tangible, berkenaan dengan daya tarik fasilitas fisik, perlengkapan, dan material yang digunakan kpp serta penampilan aparat pajak; (2) reliability, berkaitan dengan kemampuan untuk memberikan layanan yang dijanjikan dengan terpercaya dan akurat; (3) responsiveness, berkenaan dengan kesediaan dan kemampuan aparat pajak untuk membantu wajib pajak memberikan jasa dengan cepat; (4) assurance, pengetahuan dan kesopanan aparat pajak dan kemampuan mereka untuk menimbulkan kepercayaan dan keyakinan; dan (5) empathy, kesediaan untuk peduli, memberi perhatian personal bagi wajib pajak. hipotesis penelitian yang diuji dalam penelitian ini apabila disajikan dalam bentuk alternatifnya adalah sebagai berikut. h1 : kualitas pelayanan pajak berdasarkan persepsi wajib pajak sesudah modernisasi di kpp madya bandung lebih tinggi daripada sebelum modernisasi di kpp sebelumnya. h2 : kualitas tangible pelayanan pajak berdasarkan persepsi wajib pajak sesudah modernisasi di kpp madya bandung lebih tinggi daripada sebelum modernisasi di kpp sebelumnya. h3 : kualitas reliability pelayanan pajak berdasarkan persepsi wajib pajak sesudah modernisasi di kpp madya bandung lebih tinggi daripada sebelum modernisasi di kpp sebelumnya. h4 : kualitas responsiveness pelayanan pajak berdasarkan persepsi wajib pajak sesudah modernisasi di kpp madya bandung lebih tinggi daripada sebelum modernisasi di kpp sebelumnya. h5 : kualitas assurance pelayanan pajak berdasarkan persepsi wajib pajak sesudah modernisasi di kpp madya bandung lebih tinggi daripada sebelum modernisasi di kpp sebelumnya. h6 : kualitas empathy pelayanan pajak berdasarkan persepsi wajib pajak sesudah modernisasi di kpp madya bandung lebih tinggi daripada sebelum modernisasi di kpp sebelumnya. metode penelitian yang digunakan dalam penelitian ini adalah pengujian hipotesis komparatif karena dimaksudkan untuk menguji apakah terjadi perbedaan signifikan kualitas pelayanan pajak berdasarkan persepsi wajib pajak, sebelum dan sesudah modernisasi di kpp madya bandung. variabel yang diteliti dalam penelitian ini adalah sebagai berikut: variabel x1 : kualitas pelayanan pajak berdasarkan persepsi wajib pajak sebelum modernisasi dengan pembentukan kpp madya bandung. variabel x2 : kualitas pelayanan pajak berdasarkan persepsi wajib pajak sesudah modernisasi dengan pembentukan kpp madya bandung. kualitas pelayanan pajak berdasarkan persepsi wajib pajak terdiri dari 5 dimensi, yaitu tangible, reliable, responsiveness, assurance, dan empathy sesuai dengan servqual (zeithaml et al., 1990). setiap dimensi kualitas pelayanan tersebut dijabarkan dalam pernyataan-pernyataan yang akan dituangkan dalam kuesioner. operasionalisasi variabel penelitian ini dapat dilihat pada tabel 2. kualitas pelayanan pajak .....(lusy suprajadi; dkk) 105 tabel 2 operasionalisasi variabel variabel dimensi indikator butir kuesioner skala kualitas pelayanan berdasarkan persepsi wajib pajak: x1 sebelum modernisasi dengan pembentukan kpp madya bandung x2 setelah modernisasi dengan pembentukan kpp madya bandung 1. tangible lokasi kpp strategis dan mudah dijangkau; formulir perpajakan mudah didapat, digunakan, dan diisi; peralatan dan perlengkapan memadai; ruangan pelayanan nyaman; kerapihan dan kebersihan penampilan pegawai 1 – 6 interval 2. reliability ketegasan dan ketepatan penerapan peraturan perpajakan; kecepatan pemrosesan dan penyampaian pelayanan; pelayanan yang sama; kemudahan memperoleh penjelasan; kesanggupan membantu wajib pajak 7 – 10 3. responsiveness kecepatan menanggapi keluhan, penguasaan peraturan perpajakan dan keterampilan teknis, kemampuan memberikan informasi dengan jelas dan mudah dimengerti; kecepatan menanggapi masalah 11 – 15 4. assurance keramahan dan kesopanan; kerahasiaan informasi dan data wajib pajak; pelayanan yang menyeluruh dan tuntas; kemampuan komunikasi efektif; keluwesan dan profesionalisme 16 – 20 5. empathy perhatian terhadap keinginan dan kebutuhan wajib pajak; pembinaan dan penyuluhan teratur; rasa keadilan dan kepastian hukum; perhatian khusus pada masalah tertentu; prosedur pelayanan tidak berbelit-belit 21 – 25 data yang digunakan dan dianalisis dalam penelitian ini berupa data primer, yakni hasil kuesioner yang diisi oleh responden wajib pajak yang terdaftar di kpp madya bandung. kuesioner yang digunakan berbentuk kuesioner tertutup, berupa suatu set pertanyaan yang telah diformulasikan terlebih dahulu di mana beberapa alternatif jawaban telah tersedia sehingga responden dapat memilih jawaban yang paling cocok. kuesioner tersebut dipakai untuk menilai persepsi wajib pajak terhadap kualitas pelayanan pajak. kuesioner didesain dengan skala likert dan penetapan skornya adalah sangat tidak baik (stb) = skor 1, tidak baik (tb) = skor 2, cukup baik (cb) = skor 3, baik (b) = skor 4, dan sangat baik (sb) = skor 5. teknik penentuan sampel yang digunakan dalam penelitian ini adalah simple random sampling. populasi yang digunakan dalam penelitian ini adalah seluruh wajib pajak yang terdaftar di kpp madya bandung, yaitu sebanyak 415 wajib pajak. dari populasi tersebut ditetapkan jumlah sampel dengan menggunakan rumus slovin (sevila et al., 1993) sebagai berikut. n = 2ne1 n + di mana: n = ukuran sampel n = ukuran populasi e2 = nilai kritis (batas ketelitian) yang diinginkan (persentase kelonggaran ketidaktelitian karena kesalahan pengambilan sampel populasi) dengan nilai kritis e = 0,1 atau 10%, maka dari rumus tersebut diperoleh ukuran sampel sebesar 80 wajib pajak. 106 journal the winners, vol. 9 no. 2, september 2008: 99-111 validitas merupakan suatu ukuran yang menyatakan tingkat kevalidan/kesahihan suatu instrumen. instrumen yang valid dapat digunakan untuk mengukur apa yang hendak diukur. untuk menentukan valid atau tidaknya suatu item, perlu diketahui nilai r hitung dari item tersebut, untuk selanjutnya dibandingkan dengan r tabel. apabila r hitung lebih besar daripada t tabel, berarti item tersebut valid. reliabilitas menyangkut derajat ketepatan dan ketelitian atau akurasi yang ditunjukkan oleh instrumen pengukuran. suatu alat ukur dikatakan memiliki reliabilitas yang tinggi dan dapat dipercaya jika alat ukur itu mantap, stabil, dan dapat diandalkan. uji reliabilitas dihitung dengan menggunakan metode alpha-cronbach. baik atau tidaknya reliabilitas suatu item tergantung nilai r alpha dengan kriteria sebagai berikut (sekaran, 2003). r alpha < 0.60, maka reliabilitas butir tersebut dianggap buruk 0.60 < r alpha < 0.80, maka reliabilitas butir tersebut dapat diterima r alpha > 0.80, maka reliabilitas butir tersebut dianggap baik pengujian hipotesis dilakukan dengan paired sample t-test (uji t untuk 2 sampel berpasangan), dengan uji satu sisi menggunakan tingkat kesalahan 5%. hipotesis penelitian yang diuji dalam penelitian ini dinotasikan sebagai berikut. ho : d = 0, bila p-value > 0.05 maka ho diterima ha : d < 0, bila p-value < 0.05 maka ha diterima responden dalam penelitian ini adalah para wajib pajak yang terdaftar di kpp madya bandung. sesuai dengan keputusan djp no. kep-57/pj./2007 tanggal 29 maret 2007, populasi penelitian berjumlah 415 perusahaan, yang bergerak di bidang industri, perdagangan dan jasa. sampel penelitian sebesar 80 perusahaan. penyebaran kuesioner ditujukan kepada wajib pajak untuk diisi oleh karyawan yang berwenang mengurus bidang perpajakan pada perusahaan tersebut. kpp madya bandung dibentuk berdasarkan peraturan menteri keuangan no.132/pmk.01/2006, pada tanggal 27 desember 2006 diresmikan oleh menteri keuangan sri mulyani indrawati dan mulai beroperasi melayani wajib pajak sejak tanggal 9 april 2007. oleh karena itu, kuesioner penelitian ini didistribusikan kepada dan dikembalikan oleh responden pada bulan april sampai dengan mei 2008, satu tahun setelah kpp madya efektif beroperasi. profil responden berdasarkan latar belakang pendidikan terakhir d3, s1, dan s2 masing-masing adalah 17,5%, 70%, dan 12,5%. hasil dan pembahasan uji validitas dan uji reliabilitas pengujian validitas menunjukkan hasil corrected item-total correlation nilai r hitung lebih besar dari r tabelnya 0,22 dengan df=80-2=78 dan tingkat kesalahan 5%. hal ini menunjukkan bahwa dari 25 item pernyataan yang diajukan semuanya dinyatakan valid dan dapat dilanjutkan untuk pengujian selanjutnya. sedangkan untuk uji reliabilitas, hasil olah statistik menunjukkan bahwa seluruh koefisien reliabilitas dari 25 item pernyataan menunjukkan nilai r alpha lebih besar dari 0,8 sehingga dinyatakan seluruh item tersebut reliabel dan dapat digunakan dalam mengukur variabel yang ditetapkan dalam penelitian. kualitas pelayanan pajak .....(lusy suprajadi; dkk) 107 pengujian hipotesis pengujian hipotesis menggunakan paired sample t test dengan hasil sebagai berikut, pada tabel 3. tabel 3 hasil pengujian hipotesis kualitas pelayanan pajak berdasarkan persepsi wajib pajak sebelum dan sesudah modernisasi no. dimensi kualitas pelayanan mean sebelum modernisasi mean setelah modernisasi p-value 1 tangible 19,95 22,88 0,000 2 reliability 14,60 18,85 0,000 3 responsiveness 11,80 15,31 0,000 4 assurance 15,46 19,60 0,000 5 empathy 14,50 18,53 0,000 kualitas pelayanan (total) 76,3 95,2 0,000 sumber: hasil pengolahan data berdasarkan hasil pengujian tersebut, diperoleh hasil bahwa secara keseluruhan maupun masing-masing dimensi servqual terdapat perbedaan signifikan dalam hal kualitas pelayanan menurut persepsi wajib pajak sesudah dan sebelum modernisasi, di mana kualitas pelayanan sesudah modernisasi dengan pembentukan kpp madya menjadi lebih tinggi dibandingkan sebelum modernisasi. hal ini dapat dilihat dari p-value yang besarnya 0,000 (α = 5%). dengan demikian, hipotesis alternatif dalam penelitian ini diterima. mean secara keseluruhan maupun masing-masing dimensi setelah modernisasi perpajakan lebih tinggi dibandingkan sebelum modernisasi. berdasarkan hal ini, dapat disimpulkan bahwa wajib pajak yang semula terdaftar di kpp masing-masing wilayah (sebelum modernisasi) memberikan penilaian yang lebih baik terhadap kualitas pelayanan aparat pajak sejak wajib pajak terdaftar di kpp madya (setelah modernisasi). hasil penelitian ini mendukung hasil penelitian sebelumnya (hutapea, 2005) bahwa kualitas pelayanan aparat pajak berdasarkan persepsi wajib pajak menjadi lebih baik setelah dilakukan modernisasi perpajakan. penutup berdasarkan hasil penelitian, disimpulkan bahwa adanya modernisasi administrasi perpajakan dengan pembentukan kpp madya bandung. kualitas pelayanan pajak yang diberikan oleh aparat pajak menjadi lebih tinggi dibandingkan kualitas pelayanan pajak sebelum dilakukan modernisasi. kpp madya bandung yang dibentuk pada tanggal 27 desember 2006 sebagai salah satu implementasi modernisasi perpajakan ini terbukti telah memberikan pelayanan yang lebih prima dibandingkan kpp wilayah wajib pajak terdaftar sebelumnya. modernisasi perpajakan menjadi penting dalam meningkatkan kualitas pelayanan pajak. dengan kualitas pelayanan pajak, baik secara keseluruhan maupun masing-masing dimensi tangible, reliable, responsiveness, assurance, dan empathy yang 108 journal the winners, vol. 9 no. 2, september 2008: 99-111 dipersepsikan lebih baik oleh masyarakat tersebut, diharapkan mampu meningkatkan kesukarelaan wajib pajak dalam menjalankan kewajiban perpajakannya. keterbatasan penelitian ini adalah survei dilakukan hanya di wilayah jawa barat saja sehingga tidak tertutup kemungkinan kualitas pelayanan aparat pajak di wilayah lain setelah dilakukannya modernisasi perpajakan tidak mengalami perubahan. penelitian ini terbatas pada lingkup kpp madya di mana wajib pajak yang dilayani hanya wajib pajak badan yang setoran pajaknya besar (dalam skala regional), memiliki tax compliance yang tinggi, tunggakan pajaknya kecil serta jumlah aset yang besar. penelitian ini digeneralisasi untuk lingkup yang terbatas pula sehingga penelitian yang sama dengan lingkup nasional dapat memberikan hasil yang berbeda pula. selain itu, masih banyak faktorfaktor lainnya yang dapat turut mendukung meningkatnya kualitas pelayanan pajak, selain faktor modernisasi dengan pembentukan kpp madya. temuan semakin primanya pelayanan perpajakan berdasarkan persepsi wajib pajak kpp madya bandung menjadi tantangan bagi kpp yang bersangkutan untuk selalu mempertahankan pelayanan yang prima tersebut, bahkan mengembangkan berbagai macam inovasi dalam rangka peningkatan kualitas pelayanan pajak. penelitian lanjutan dapat dilakukan untuk melihat apakah pelayanan prima yang sudah diupayakan oleh aparat pajak ini berpengaruh terhadap kinerja penerimaan pajak. daftar pustaka antara news. (2007, 25 november). pertumbuhan penerimaan pajak 2008 lebih rendah dari 2007, jakarta: antara news. diakses 10 juni 2009, dari http://www.antara.co.id/view/?i=11960 06845&c=ekb&s= bisnis indonesia. (2009, 1 april). tingkat kepatuhan wajib pajak tetap rendah, jakarta: bisnis indonesia. burton, r. (2005). menuju wajib pajak patuh. jurnal perpajakan indonesia, 5(1), agustus 2005, 4-6. daniel, w. (2009, 21 januari). pertumbuhan tax ratio 2008 di atas rata-rata tahunan. detik surabaya. diakses 21 januari 2009, dari http://surabaya.detik.com/read/2009/01/21/12 5339/1072069/9/pertumbuhan-tax-ratio-2008-di-atas-rata-rata-tahunan. hutagaol, j. (2005). self assessment: implementasi dan kendalanya. jurnal perpajakan indonesia, 4(4), januari 2005, 24 – 26. hutapea, d. (2005). analisa perbandingan kualitas pelayanan sebelum dan sesudah terdaftar di kpp wajib pajak besar (lto). skripsi, bandung: universitas padjadjaran. hutasoit, e, tim marabunta. (2009, 31 maret). pajak itu bagian dari bisnis”. diakses 31 maret 2009, dari http://www.pajak.go.id/index.php?option=com_content&view=article&id=9196:pajak itu-bagian-dari-bisnis-selasa-31-maret-2009&catid=91:berita&itemid=182. keputusan menteri keuangan republik indonesia nomor 65/kmk.01/2002 tentang organisasi dan tata kerja kantor wilayah direktorat jenderal pajak wajib pajak besar dan kantor pelayanan pajak wajib pajak besar. kualitas pelayanan pajak .....(lusy suprajadi; dkk) 109 keputusan menteri keuangan republik indonesia nomor 382/kmk.03/2002 tentang perubahan keputusan menteri keuangan nomor 222/kmk.03/2002 tentang kode etik pegawai di lingkungan direktorat jenderal pajak departemen keuangan. keputusan menteri keuangan republik indonesia nomor 519/kmk.01/2003 tentang perubahan lampiran i, ii, iii, iv, dan v keputusan menteri keuangan nomor 443/kmk.01/2001 tentang organisasi dan tata kerja kantor wilayah direktorat jenderal pajak, kantor pelayanan pajak, kantor pelayanan pajak bumi dan bangunan, kantor pemeriksaan dan penyidikan pajak, kantor penyuluhan dan pengamatan potensi perpajakan. keputusan menteri keuangan republik indonesia nomor 587/kmk.01/2003 tentang kantor wilayah direktorat jenderal pajak jakarta khusus, kantor wilayah direktorat jenderal pajak wajib pajak besar, kantor pelayanan pajak di lingkungan kantor wilayah direktorat jenderal pajak jakarta khusus, dan kantor pelayanan pajak di lingkungan kantor wilayah direktorat jenderal pajak wajib pajak besar. keputusan menteri keuangan republik indonesia nomor 254/kmk.01/2004 tentang organisasi dan tata kerja kantor wilayah direktorat jenderal pajak jakarta i, kantor pelayanan pajak madya, dan kantor pelayanan pajak pratama di lingkungan kantor wilayah direktorat jenderal pajak jakarta. keputusan direktur jenderal pajak no. kep-57/pj./2007 tentang perubahan atas keputusan direktur jenderal pajak nomor kep-25/pj./2007 tentang tempat pendaftaran dan pelaporan usaha bagi wajib pajak tertentu pada kantor pelayanan pajak madya bandung kiswara, e. (2009, 5 januari). reformasi pajak di tahun baru. suara merdeka. diakses 10 juni 2009, dari http://www.suaramerdeka.com/smcetak/index.php?fuseaction=beritacetak.detailberita cetak&id_beritacetak=45996. kotler, p., and keller, k.l. (2008). marketing management, 13th ed., new jersey: prentice hall. kurniawan, m.c. (2008). evaluasi mekanisme administrasi perpajakan terhadap kinerja kantor pajak (studi kasus pada djp kanwil pajak, jakarta pusat). skripsi. bandung: universitas katolik parahyangan. nurmimi. (2009, 18 mei). administrasi perpajakan amburadul. bumn watch. diakses 10 juni 2009, dari http://bumnwatch.com/i09/administrasi-perpajakan-amburadul. pandiangan, l. (2008). modernisasi dan reformasi pelayanan perpajakan berdasarkan uu terbaru, jakarta: elex media komputindo. sekaran, u. (2003). research methods for business: a skill building approach, 4th ed., new york: john wiley & sons, inc. sevilla, c.g., jesus a.o., twila g.p., bella p.r, dan gabriel g.u. (1993). pengantar metode penelitian. diterjemahkan oleh alimuddin tuwu, jakarta: ui-press, universitas indonesia. sirait, d. (2005). improving tax collection in indonesia. jurnal keuangan publik, 3(1), mei 2005, 63– 94. siregar, m.a. (2006). pengaruh kualitas pelayanan pajak terhadap kepatuhan wajib pajak (studi kasus di kpp pratama). skripsi, bandung: universitas padjadjaran. 110 journal the winners, vol. 9 no. 2, september 2008: 99-111 sugiyanto. (2005, 15 februari). konservatisme kebijakan fiskal dan reformasi sistem perpajakan. suara merdeka. diakses 10 juni 2009, dari http://know.brr.go.id/dc/news/2005/02/ 20050215_suaramerdeka_015280.html. suryadi. (2006). model hubungan kausal kesadaran, pelayanan, kepatuhan wajib pajak dan pengaruhnya terhadap kinerja penerimaan pajak: suatu survei di wilayah jawa timur. jurnal keuangan publik, 4(1), april 2006, 105 121. zeithaml, v.a., parasuraman, a., and leonard l.b. (1990). delivering quality service balancing customer perceptions and expectations, new york: the free press. lampiran two-sample t-test and ci: c1, c2 kualitas pelayanan (total) two-sample t for c1 vs c2 n mean stdev se mean c1 80 95.2 12.1 1.4 c2 80 76.3 11.6 1.3 difference = mu (c1) mu (c2) estimate for difference: 18.8500 95% lower bound for difference: 15.7372 t-test of difference = 0 (vs >): t-value = 10.02 p-value = 0.000 df = 157 two-sample t-test and ci: c4, c5 kualitas tangible two-sample t for c4 vs c5 n mean stdev se mean c4 80 22.88 3.03 0.34 c5 80 19.95 2.58 0.29 difference = mu (c4) mu (c5) estimate for difference: 2.92500 95% lower bound for difference: 2.18890 t-test of difference = 0 (vs >): t-value = 6.58 p-value = 0.000 df = 154 two-sample t-test and ci: c7, c8 kualitas reliability two-sample t for c7 vs c8 n mean stdev se mean c7 80 18.85 3.46 0.39 c8 80 14.60 2.67 0.30 difference = mu (c7) mu (c8) estimate for difference: 4.25000 95% lower bound for difference: 3.44109 t-test of difference = 0 (vs >): t-value = 8.70 p-value = 0.000 df = 148 kualitas pelayanan pajak .....(lusy suprajadi; dkk) 111 two-sample t-test and ci: c10, c11 kualitas responsiveness two-sample t for c10 vs c11 n mean stdev se mean c10 80 15.31 2.54 0.28 c11 80 11.80 2.10 0.23 difference = mu (c10) mu (c11) estimate for difference: 3.51250 95% lower bound for difference: 2.90273 t-test of difference = 0 (vs >): t-value = 9.53 p-value = 0.000 df = 152 two-sample t-test and ci: c13, c14 kualitas assurance two-sample t for c13 vs c14 n mean stdev se mean c13 80 19.60 3.00 0.34 c14 80 15.46 2.28 0.25 difference = mu (c13) mu (c14) estimate for difference: 4.13750 95% lower bound for difference: 3.43972 t-test of difference = 0 (vs >): t-value = 9.81 p-value = 0.000 df = 147 two-sample t-test and ci: c16, c17 kualitas empathy two-sample t for c16 vs c17 n mean stdev se mean c16 80 18.53 3.04 0.34 c17 80 14.50 3.10 0.35 difference = mu (c16) mu (c17) estimate for difference: 4.02500 95% lower bound for difference: 3.22215 t-test of difference = 0 (vs >): t-value = 8.30 p-value = 0.000 df = 157 *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 137 the winners, 22(2), september 2021, 137-146 doi: 10.21512/tw.v22i2.7434 relationship of destination image, sports involvement, event quality, and travel motives as an antecedent factors on revisit intention in recurring running sports-event tara setyaningtyas1; annesa nariswari kirana2*; muhammad angga wicaksono3 1,2,3creative marketing department, management department, binus business school master program, bina nusantara university jl. hang lekir i no. 6, rt. 1/rw. 6, senayan, jakarta pusat 10271, indonesia 1tarasetyaningtyas@gmail.com; 2annesa.kirana@gmail.com; 3anggawicaksono91@gmail.com received: 15th june 2021/ revised: 28th july 2021/ accepted: 19th august 2021 how to cite: setyaningtyas, t., kirana, a. n., & wicaksono, m. a. (2021). relationship of destination image, sports involvement, event quality, and travel motives as an antecedent factors on revisit intention in recurring running sports-event. the winners, 22(2), 137-146. https://doi.org/10.21512/tw.v22i2.7434 abstract the research aimed to examine the relationship between destination image, sports involvement, quality of sport events, and travel motives as antecedent factors to predict repeat visit intentions of marathon events. data were collected using a quantitative, non-probability, purposive sampling methods. the research instrument was an online questionnaire which was distributed to tourists and athletes who took part in running sportevents. data analysis method used structural equation modelling with smart pls 3.0. the test results show that not all research hypotheses are accepted. sportevent quality (sq) has a positive relationship but has no significant effect on revisit intention (ri) from repeated sporting events. the positive effect of travel motive (tm) on the intention to revisit a repetitive sporting event (ri) is proven. travel motive (tm) also has a positive and significant effect on destination image (di). sports involvement (si) has a positive and significant effect on revisit intention (ri). the same positive and significant effect is also shown in the relationship between sports event quality (sq) and destination image (di) variables. revisit intention (ri) of repeated sporting events was found to be positively influenced by destination image (di). there is a significant indirect effect of sport-event quality on intention to revisit repeated sporting events (ri), mediated by destination image. keywords: destination image, sport involvement, sport-event quality, travel motives, revisit intention i. introduction sport has evolved from being a means of gaining physical fitness into a large-scale and profitable industrial event. realizing this, many countries are willing to invest heavily to be selected and maximize the opportunity to host a respected sport event. as a result, the management of sporting events has grown exponentially in recent years (priporas et al., 2018). from a tourism perspective, organizing sport events, especially in the form of recurring ones, is an effective means of promotion, and the success of its implementation will shape the nation's competitive position (fairley, kellett, & green, 2007) thus giving birth to the term sport-tourism. the success of organizing sport events on a recurring basis will be able to become an economic stimulus (schneider, 2009) since it brings economic benefits (and foreign exchange) for the host country or region (perić, vitezić, & badurina, 2019). there is an increase in the number of tourists and the formation of positive perceptions and images as a brand destination that is worthy of consideration for the location and host country (kaplanidou & gibson, 2010). this phenomenon is in line with the characteristics of the modern economy which has shifted from product-service-based to experiencebased from all events held (including atmosphere, additional events) (coetzee et al., 2019), even the experience of obtaining and buying publications, souvenirs, and gifts as well as the impression of local culture (dirsehan, 2012). consumer involvement and the ability to feel the uniqueness of certain tourist destinations are also related to the presence of clear 138 the winners, vol. 22 no. 2 september 2021, 137-146 and visual information on related tourist destinations (priporas et al., 2018). destination image is measured based on the natural environment, atmosphere, and entertainment (chen et al., 2021). in general, the construction of extraordinary experience gain (for sport events) is outlined by coetzee et al. (2019) in the form of a holistic prima model that includes elements of design and programming, physical organization, social interaction, personal gain, symbolic meaning, and communication. moreover no less important is eventservice quality as an overall judgment of and attitude toward the value of experience of an event attribute (chen et al., 2021). the strength of the destination brand will result in revisit intention, namely the tendency and intention of tourists (and athletes as participants in the sports being competed) to revisit locations and countries that have successfully organized sport events. revisit intention can be analogized as repurchase intention which reflects success, especially since the brand requires the loyalty of its buyers for the survival (jeong, yu, & kim, 2020). the embodiment of the revisit intention can be in the form of interest, motivation, or intention to visit is accompanied by the hope to get higher level of satisfaction on the next visit (yang, 2011). the revisit intention is closely related to the satisfaction of tourists (athletes) from previous visits as the emotional response to and positive emotional association with the outcome of an experience. the judgment itself reaches after an evaluation and helps distinguish between expectation and authentic experience (chen et al., 2021). the benefits of revisit intention include: 1) an opportunity to break away from daily routines; 2) relaxation; 3) means of social interaction; 4) the realization of a certain prestige; 5) the embodiment of prestige; 6) cultural and learning experiences; 7) knowledge exploration. meanwhile, the dominant motive for female tourists is as an opportunity to socialize, relax, and gain experience and opportunity to explore culture and knowledge (funk et al., 2007). revisit intention is influenced by various essential antecedent factors in the form of images and impressions obtained (kaplanidou et al., 2012), strong intentions and behavioural problems (alegre & cladera, 2006; kaplanidou & gibson, 2010; kaplanidou et al., 2012), brand goals formed (parent et al., 2012), and consumption behavior (woo-sik et al., 2016). inconsistent results have been shown in several recent years research and development of theories on intention to revisit sporting events. sport-event quality is closely related to positive responses and behaviors in the form of increasing the frequency and intensity of participation, satisfaction, engagement, commitment, and visitor loyalty including tourists’ and athletes’ (brady et al., 2006; chalip, green, & hill, 2003; yoshida & james, 2011). sport event quality is the audience's perception of the quality of the core product (sports) and secondary product of the main product (foroughi et al., 2014 and jin et al., 2015). these two types of perceptions will shape the perception of consumer value, which will have a significant impact on consumer intentions and behavior to revisit the location and country of the sport event organizer (jin et al., 2015). hence, the hypothesis will be: hypothesis 1 (h1): sport-event quality has a positive and significant effect on revisit intention. travel motives are an individual's inner state, both in the form of beliefs, thoughts, and feelings, as well as the needs and desires of tourists and athletes, so they are considered as one of the most influential factors (li & cai, 2012). these travel motives are generated from attraction, the desire to revitalize oneself, personal connections, site attributes, and travel features (van der merwe et al., 2011). furthermore, there are factors that motivate visitors, which include: 1) the opportunity to adapt to the culture, values, attitudes, and behavior that are typical of the destination tourist destination; 2) a self-reflection; and 3) representation of tourists and athletes (priporas et al., 2018). several models that are often used as a guide in empirical studies of travel motives include: 1) pushpull (dann, 1977); 2) psychocentric allocation (plog, 1974); 3) the search for escape (ross & iso-ahola, 1991); and 4) the career ladder model (pearce & lee, 2005). push and pull as the most used model consists of: 1) internal factors as driving factors for tourists and athletes to travel; and 2) pull factors in the form of external incentives to direct tourists to certain tourist destinations based on their features or attributes (hashemi et al., 2007). the hypothesis will be: hypothesis 2 (h2): travel motives have a positive a significant effect on revisit intention. sport involvement can be described as a multifaceted construction which is the main component in determining the certainty of participation in sporting events, with hedonic and symbolic value content in it (beaton et al., 2011) and is assessed as part of sports motivation in the psychological continuum model (funk et al., 2017) which uses a psychological scale as the basis for measurement. participants (athletes) with a stronger level of psychological relationship with sport events will have a higher level of sport involvement (filo et al., 2013; priporas et al., 2018). hence the hypothesis will be: hypothesis 3 (h3): sport involvement has a positive and significant effect on revisit intention. factors that determine the quality of sporting events are: 1) the quality of access, accommodation, venues and matches (shonk & chelladurai, 2009); 2) the quality of the physical environment, interactions, 139relationship of destination image.... (tara setyaningtyas, et al.) and outcomes (theodorakis, kaplanidou, & karabaxoglou, 2015), and 3) the activities, attractions, facilities, and additional services provided (especially for athletes). the details of these factors are in line with the assertion of foroughi et al. (2014) that the quality of sport events is largely determined by the sub-dimensions of the core product (performance and operating time) and secondary products (entertainment areas and daily necessities services) (foroughi et al., 2014). in general, it is believed that there will be a positive and significant relationship between service quality during sport events and destination image (moon et al., 2011), even service quality is the main determining factor for sports event visitor satisfaction (lee et al., 2018). thus the hypothesis will be: hypothesis 4 (h4): sport-event quality has a positive and significant effect on destination image. from results of research on the influence of travel motives and impressive tourism on destination image, it is evident that these two variables influence destination image (dagustani et al., 2018). other research also proves that travel motives have positive relationship with tourists' perceptions and attitudes towards certain tourist destinations (pereira, gupta, & hussain, 2019). thus, the hypothesis will be: hypothesis 5 (h5): travel motives have a positive a significant effect on destination image. destination image is a direct antecedent of perceived quality, satisfaction, and intention to repurchase the quality and satisfaction obtained (bigné et al., 2001). chen and tsai (2007) and pratmaningsih et al. (2014) state that destination image have direct and indirect impacts on revisit intention. therefore, the image of the destination serves as a component in the psychological continuum model, it will have an impact on the beliefs and tastes of tourists, which provides benefit to the host of the sport event organizer. the psychological continuum model is able to explain the image associated with the host's destination, and sporting events are positively related to the attachment and loyalty of tourists and athletes (zhang et al., 2019), so that the perception of tourists will increase if the frequency of their visits increases (pratminingsih, 2014). the destination image scale consists of cognitive and affective aspects, and consists of 15 measurement items including the quality of sporting events, shopping facilities, accommodation quality, and related location safety (jeong & kim, 2020) as well as reflections of expectations for tourist destinations (crompton, 1979; chen & funk, 2010) factors that influence the image of a destination are (1) financial factors such as low entry fees, the amount of prize money, and low overall costs; (2) personal factors such as friends who are leaving or a partner-family wanting to visit the site; and (3) management factors including whether the event is well organized, has exclusive features (difficult to qualify), provide special travel and accommodation packages, or receives a lot of media coverage (priporas et al., 2018). revisit intention is the intention and desire to repeat a visit to a certain destination, within a certain period of time, which is closely related to the destination image, perceived quality, perceived value, and satisfaction from previous visits (stylos et al., 2016). in addition to these intentions and desires, the reflection of revisit intention is in the form of a willingness to recommend related destinations to other parties (allameh et al., 2015) and such wordof-mouth marketing enables potential tourists to accumulate knowledge about a destination (jeong et al., 2020). better destination image, which is also the accumulation of beliefs, ideas, and impressions, leads to higher revisit intention (kotler et al. in lopes, 2011). therefore, the hypothesis is formulated: hypothesis 6 (h6): destination image has a positive and significant effect on revisit intention. destination image is a form of individual mental representation in the form of knowledge (beliefs), feelings, and overall perceptions about a particular tourist destination (crompton, 1979; fakeye & crompton, 1991). destination image, which is reinforced by the motivation to vacation, is rated as one of the main factors influencing motivation and behavioral intention (getz & andersson, 2010; filo et al., 2013; lee et al., 2005). since sport-event quality is also determined by the quality of matters not directly related to competitive activities, it is necessary to pay attention to non-sports matters such as accommodation facilities, attractiveness of cultural attractions or historical heritage, and available sports facilities combined with profile descriptions of related tourist destinations (kaplanidou & gibson, 2010). a well-maintained destination image plays an important role in mediating sport-event quality, travel motives and revisit intentions, which implies a promise of safety, comfort, and convenience. destination image is also much determined by the quality of service during sport events (moon et al., 2013). in general, the destination image, which consists of affective, mental, and unique images, has a positive and significant effect on revisit intention (bhat & darzi, 2018) and tourist satisfaction (huang et al., 2015). hence, the hypothesis is formulated: hypothesis 7 (h7): sport-event quality and travel motives together through destination image as mediating variable have a positive and significant effect on revisit intention. based on the various descriptions and research results, the research model is described in figure 1. 140 the winners, vol. 22 no. 2 september 2021, 137-146 figure 1 hypothesized model: sport event quality, travel motives, sport involvement, destination image, and revisit intention (source: author, 2021) ii. methods the research intends to prove the link between several factors to influence the formation of revisit intention, i.e., sport event quality, destination image, travel motives, and sport involvement. this is a survey research since data collection procedure is conducted by distributing questions or statements to respondents in written form. a questionnaire is developed to collect data from participants who join various recurring marathon events located in indonesia, so the research includes non-probability sampling and purpose sampling since specific criteria of respondents has been set. the questionnaire is administered through online survey to assess participants. survey research was conducted in june 2020 before the covid-19 pandemic entered indonesia, by collecting data through giving questions or statements to respondents in online survey form distributed through jakpat online survey platform. the questionnaire was developed to collect data from jabodetabek (jakarta, bogor, tangerang, depok, and bekasi) random runner community such as indo runners and running participant who joined various recurring marathon event held in 2013-2019. the requirement for respondents of the research are that they have participated in a marathon recurring sport event. furthermore, 500 questionnaires are distributed with response rate of 63,2% with 316 responses returned. to measure the variables, five-point scale questions are developed (1=strongly disagree; 2=disagree; 3=neutral; 4=agree; 5= strongly agree). sport event quality is measured by three primary dimensions, which are physical environment quality, interaction quality, and outcome quality (alexandris et al., 2004; nicholas et al., 2015). travel motives is measured by seven dimensions which include socialization, escape, prestige, relaxation, cultural experience, knowledge exploration, and cultural learning (funk et al., 2007). destination image is developed based on the estimation or understanding of region characteristics and is measured by 18 items including socioeconomic environment, atmosphere, natural environment, affective image, and cultural environment (chen & tsai, 2007; jeong & kim, 2019). sport involvement is measured by five dimensions, namely mundane-fascinating, valuable-worthless, not needed-needed, involving-not involving, and important-not important (funk et al., 2007). revisit intention is measured by respondent decision about the likeness to revisit the same destination (funk, 2010) or the willingness to recommend others about the destination (chen & tsai, 2007; sato et al., 2018) in conducting data analysis, the research uses the structural equation modeling (sem) equation model using smartpls version 3.0 software. this approach is an alternative to the sem approach with the covariance base being the variance basis. through this approach, the prediction of the relationship between constructs is carried out through three stages: 1) the outer model, 2) the inner model, and 3) hypothesis testing. iii. results and discussions in table 1, profile of 316 respondents show that 62,03% of our respondents is male. as the object of research, the respondents come from millennial age group (26-35 years), who are also the main enthusiast of the sport-event marathon. the respondents are dominantly employees. table 1 profile of respondents category frequency percentage (%) gender male 196 62,03 female 120 37,97 age 15-25 109 34,50 26-35 144 45,57 36-45 50 15,82 >46 13 4,11 profession student 39 12,34 employee 189 59,81 own business 36 11,40 other 52 16,45 sources: researcher (2021) in carrying out the analysis with sem approach, the outer model is first analyzed to ensure the validity and reliability of the instruments in the measurements made. this is done by looking at the results of the convergent validity and discriminant validity values. the convergent validity value shows the results of the loading factor on the latent variable with the indicators in the research with the expected value > 141relationship of destination image.... (tara setyaningtyas, et al.) 0,7. in addition, discriminant validity which is the value of the factor, is also considered by comparing the average variance extracted (ave) value of each variable construct with the correlation between other variable constructs in the model. the discriminant validity is declared good if the ave of each construct gets a value higher than 0,5. as provided in table 2, all variables of discriminant validity are valid with ave value of each construct higher than 0,5. table 2 shows that all values for the outer loading factor are above 0,7 which indicates that all research data are reliable. table 3 and table 4 show the discriminant validity of the data, as seen from the cross-loading value of each measuring instrument which is greater than the cross-loading for other latent variables. the results of forner larcker's criteria analysis (table 5) also show that all construct values are greater than the correlation value between latent variables. the measurement of internal consistency uses the results of the composite reliability and ave analysis previously presented in table 2, where for all variables, the composite variable value is more than 0,7 and the ave value is more than 0,5. in general, the results of the analysis presented in table 2 to table 5 indicate that the outer model is valid. in processing the data, some indicator variables are omitted, in accordance with the designation of the pls sem method to test exploratory and predictive theories. table 2 reliability and convergent validity of different constructs variable cronbach’s alpha rho_a composite reliability average variance extracted (ave) destination image (di) 0,960 0,961 0,964 0,675 revisit intention (ri) 0,901 0,903 0,931 0,772 sport involvement (si) 0,937 0,938 0,947 0,665 sport event quality (sq) 0,948 0,948 0,955 0,657 travel motives (tm) 0,914 0,915 0,930 0,624 sources: researcher (2021) table 3 outer loadings variable di ri si sq tm di_10 0,828 di_12 0,891 di_13 0,876 di_14 0,827 di_15 0,789 di_16 0,804 di_17 0,781 di_18 0,773 di_2 0,816 di_3 0,792 di_5 0,834 di_6 0,843 di_7 0,818 ri_1 0,905 ri_2 0,864 ri_3 0,897 ri_4 0,846 si_1 0,729 si_2 0,825 si_3 0,833 si_4 0,841 si_5 0,854 si_6 0,822 variable di ri si sq tm si_7 0,810 si_8 0,834 si_9 0,784 sq_10 0,755 sq_11 0,777 sq_2 0,791 sq_3 0,811 sq_4 0,819 sq_5 0,845 sq_6 0,823 sq_7 0,849 sq_8 0,825 sq_9 0,801 sq_1 0,815 tm_12 0,801 tm_13 0,822 tm_14 0,775 tm_15 0,774 tm_16 0,776 tm_17 0,792 tm_18 0,793 tm_19 0,786 sources: researcher (2021) table 3 outer loadings (continued) 142 the winners, vol. 22 no. 2 september 2021, 137-146 table 4 discriminant validity for different items-cross loading results variable di ri si sq tm di_10 0,828 0,631 0,571 0,582 0,605 di_12 0,891 0,726 0,637 0,657 0,682 di_13 0,876 0,712 0,611 0,637 0,653 di_14 0,827 0,650 0,542 0,598 0,599 di_15 0,789 0,649 0,609 0,601 0,681 di_16 0,804 0,593 0,525 0,566 0,588 di_17 0,781 0,599 0,528 0,559 0,583 di_18 0,773 0,613 0,595 0,522 0,641 di_2 0,816 0,686 0,588 0,622 0,660 di_3 0,792 0,618 0,664 0,601 0,696 di_5 0,834 0,690 0,610 0,597 0,651 di_6 0,843 0,699 0,597 0,612 0,647 di_7 0,818 0,615 0,593 0,594 0,658 ri_1 0,723 0,905 0,661 0,672 0,656 ri_2 0,741 0,864 0,602 0,610 0,643 ri_3 0,679 0,897 0,632 0,613 0,608 ri_4 0,649 0,846 0,650 0,544 0,548 si_1 0,571 0,642 0,729 0,602 0,507 si_2 0,605 0,573 0,825 0,531 0,598 si_3 0,570 0,619 0,833 0,569 0,555 si_4 0,568 0,610 0,841 0,562 0,551 si_5 0,577 0,607 0,854 0,560 0,584 si_6 0,560 0,608 0,822 0,506 0,620 table 5 forner-larcker criterion for different construct in a correlation matrix variable di ri si sq tm destination image (di) 0,822 revisit intention (ri) 0,796 0,878 sport involvement (si) 0,719 0,724 0,815 sport event quality (sq) 0,727 0,696 0,671 0,810 travel motives (tm) 0,782 0,700 0,724 0,687 0,790 sources: researcher (2021) table 6 result for different path coefficients of the structured model variable original sample sample mean standard deviation t statistics p values di -> ri 0,420 0,442 0,082 5,128 0,000 si -> ri 0,257 0,244 0,070 3,654 0,000 sq -> di 0,363 0,372 0,060 6,035 0,000 sq -> ri 0,120 0,122 0,066 1,809 0,071 tm -> di 0,540 0,541 0,062 8,762 0,000 tm -> ri 0,139 0,136 0,059 2,348 0,019 sources: researcher (2021) variable di ri si sq tm si_7 0,528 0,512 0,810 0,496 0,603 si_8 0,675 0,597 0,834 0,585 0,673 si_9 0,619 0,510 0,784 0,488 0,635 sq_10 0,641 0,567 0,630 0,755 0,628 sq_11 0,528 0,572 0,516 0,777 0,507 sq_2 0,521 0,563 0,519 0,791 0,502 sq_3 0,571 0,555 0,523 0,811 0,572 sq_4 0,579 0,553 0,513 0,819 0,529 sq_5 0,590 0,567 0,535 0,845 0,537 sq_6 0,588 0,518 0,506 0,823 0,525 sq_7 0,631 0,577 0,590 0,849 0,587 sq_8 0,604 0,515 0,570 0,825 0,574 sq_9 0,595 0,594 0,523 0,801 0,583 sq_1 0,616 0,612 0,544 0,815 0,565 tm_12 0,596 0,530 0,562 0,541 0,801 tm_13 0,639 0,535 0,567 0,539 0,822 tm_14 0,677 0,638 0,579 0,593 0,775 tm_15 0,596 0,647 0,585 0,561 0,774 tm_16 0,661 0,582 0,601 0,568 0,776 tm_17 0,605 0,530 0,536 0,520 0,792 tm_18 0,572 0,436 0,562 0,494 0,793 tm_19 0,574 0,485 0,574 0,503 0,786 sources: researcher (2021) table 4 discriminant validity for different items-cross loading results (continued) 143relationship of destination image.... (tara setyaningtyas, et al.) table 6 provides the results of the analysis of the inner model or structural equation model to test the significance of the independent latent variables. the value of t-statistics is calculated through bootstrapping by re-sampling multiplication data from the existing sample to meet the statistical rules. meanwhile, resampling for 1.000 iterations (kamel & broc, 2018) is carried out based on the results tabulated in table 5. from the test results, not all research hypotheses are accepted, namely h1 which is not supported by this structured model. it is proven that sport-event quality (sq) has a positive relationship but has no significant effect on revisit intention (ri) from repeated sporting events, which is reflected in the value of = 0,120, t-value = 1,809, and p > 0,001. the research confirms a positive relationship between sport-event quality and revisit intention (jin et al., 2015; alsawafi, 2017) although sport-event quality does not always have a significant direct impact on the intention to participate in a repeated sporting event. the significance of the weak influence can be possible since the sport-event quality is perceived only as a part of consideration factor to return to the event, especially for millennials as the majority respondents of the research. the positive effect of travel motives (tm) on the intention to revisit (ri) a repetitive sporting event is proven empirically based on the statistical significance of the path coefficient (β = 0,139, t value = 2,348, p < 0,001). travel motives (tm) also has a positive and significant effect on destination image (di) (β = 0,540, t-value = 8,762, p < 0,001), thus h2 and h5 are supported. this shows that travel motives are one of the factors that encourage running enthusiasts to return and visit the recurring sporting events. aspects of cultural experience, knowledge exploration, and cultural learning become motivations that encourage respondents to return to visit the event. this characteristic confirms that millennial sport tourists are driven by factors such as escaping from daily routine, exploring, sensationalizing, challenging, and stimulating adrenaline (ijspeert & hernandezmaskivker, 2020) in addition, travel motives are also perceived to be the reinforcement of the destination image for the event he visited again (dagustani et al., 2018). the positive relationship between travel motives and destination image also shows that aspects of travel motives form a cognitive image or an affective image which in turn will encourage revisit intention from respondents (khan, chelliah, & ahmed, 2017). for the sports involvement variable, the results of the statistical model show that sports involvement (si) has a positive and significant effect on revisit intention (ri) (β = 0,257, t value = 3,654, p < 0,001), thus h3 is verified. sport involvement as a psychological scale as the basis for measurement indicate that respondents who are running enthusiasts have higher sport involvement. it is seen as psychological value with hedonic and symbolic value content in it (beaton et al., 2011; filo et al., 2013; priporas et al., 2018). the result also show the importance of understanding the psychological value of running enthusiasts to have revisit intention of recurring sport event (mason et al., 2019). similar positive and significant effect is also shown in the relationship between sport event quality (sq) and destination image (di) variables (β = 0,363, t-value = 6,035, p < 0,001). these results support h4. revisit intention (ri) of repeated sporting events is found to be positively influenced by destination image (di) (β = 0,420, t-value = 5,128, p < 0,001), thus h6 is supported. the relationship between sportevent quality and destination image affirms previous research that indicate service quality during sport events as the main determining factor for visitors’ satisfaction, which leads them to revisit behavioral intention (kim et al., 2018). furthermore, sport-event quality could contribute to co-create or create more value in the process of building destination image to attract visitors (fam et al., 2020). the mediation test is conducted to assess the indirect effect of travel motives (tm) on destination image (di) and intention to return to a sport event (ri), as well as the indirect effect of sport-event quality (sq) on destination image (di) and intention to revisit sporting events (ri). table 7 shows the significant indirect effect of travel motives (tm) on intention to revisit a recurring sporting event (ri) under destination image as a mediating variable (β = 0,226, t value = 4,573, p < 0,001). table 7 shows that there is a significant indirect effect of sport-event quality on intention to revisit repeated sporting events (ri), mediated by destination image (β = 0,152, t value = 3,553, p < 0,001). the results prove that h7 is accepted. therefore, the result affirms that a well-maintained destination image plays an important role in mediating sport-event quality, travel motives, and revisit intentions (moon et al., 2013; huang et al., 2015; bhat & dharzi, 2018). destination image as mediating variable also confirms that it can predict and influence future behavior (kim, 2017). table 7 indirect effect of destination image as mediating variable on revisit intention variable original sample sample mean standard deviation t statistics p values tm -> di -> ri 0,226 0,239 0,050 4,573 0,000 sq -> di -> ri 0,152 0,165 0,043 3,553 0,000 sources: researcher (2021) 144 the winners, vol. 22 no. 2 september 2021, 137-146 iv. conclusions the research aims to examine the relationship between sport-event quality, travel motives, sport involvement, and destination image (either directly or as a mediating variable between sport-event quality and travel motives) on revisit intention. the research is also to gain more comprehensive understanding on theory about how to create future behavioral intention from sport tourist on running sport event especially the recurring ones. as theoretical contribution, the research proves that all those antecedents have a positive and significant influence, except for sport-event quality which has insignificant influence of future revisit intention. the result also contributes to prove that the mediating role of destination image can lead to future behavioral intention. in behavioral aspects, the results prove that the respondents, who are tourists and running enthusiasts, do not view the quality of sport as a top priority. they pay more attention to their participation in these sport events and their destination image in determining revisit intention. in other words, sport event participants are not dominated by actual athletes, but the public who treat sport-events as a part of tourism and are triggered by psychological motives. as managerial contribution, the research provides managerial implication for sport event organizers, destination managers, and sport tourism marketers. first, sport event organizers should pay more attention to other factors besides sporting activities, which specially attract more visitors who come to sport events as psychological moments. in addition, event organizers are suggested to gain more understanding about visitors’ motives such as escaping from daily routine, exploring, sensationalizing, challenging, and stimulating adrenaline for millennials sport tourist. second, destination manager should pay more attention to build their environment so that sport tourists perceive the event as attractive destination. third, marketer should consider millennials as important segment of sport tourists and grab their attention through attractive sport marketing communication which leads to psychological motives and values. the research has its limitation since it is conducted online during pandemic covid-19, so the respondents’ perceived image and values may not be representative after the running event is done. the respondents are limited only to the runner participants of the recurring event, which do not include the spectator. for improvement, further research should consider expanding the research variables by adding the types of sports included as the main product of sport events, consider the spectator as research respondents especially during the covid-19 pandemic, and incorporate elements of virtual tourism as a research basis. in addition, questionnaires can also be used and elaborated for further research development. references alegre, j. & cladera, m. 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(2019). effects of the event and its destination image on sport tourists’ attachment and loyalty to a destination: the cases of the chinese and u.s. formula one grand prix. asia pacific journal of tourism research, 24(12), 1169-1185. https://doi.org/10.1080/109416 65.2019.1667837. in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 153 the winners, 23(2), september 2022, 153-160 doi: 10.21512/tw.v23i2.7897 evaluating the effects of entrepreneurial orientation and managerial skills on small and medium enterprises performance in lagos state nureni sanusi alaka1; obasuyi okogua2* 1,2department of business administration, faculty of management science, lagos state university lasu main rd, ojo 102101, lagos, nigeria 1nureni.alaka@lasu.edu.ng; 2obasuyiok@gmail.com received: 17th november 2021/ revised: 06th june 2022/ accepted: 08th june 2022 how to cite: alaka, n. s. & okogua, o. (2022). evaluating the effects of entrepreneurial orientation and managerial skills on small and medium enterprises performance in lagos state. the winners, 23(2), 153-160. https://doi.org/10.21512/tw.v23i2.7897 abstract the aim of the research was to examine the influence of entrepreneurial orientation and management skills on the performance of small and medium enterprises (smes) in the state of lagos, nigeria. quantitative survey research design was adopted, and multiple regression method of analysis was employed for the research. the population was 11.663 registered smes in lagos state. cochran's sample sizing was used to determine the sample size of 500. from the total of 500 questionnaires distributed, 473 were completed and returned, which corresponded to a response rate of 96,6%. the data collected were analyzed using both descriptive and inferential statistics. the results shows that entrepreneurial orientation practices have a positive and significant effect on profitability (= 0,110, t = 1,904, p<0,05). however, management skills have a positive but not significant influence on the profitability of the selected small and medium enterprises (= 0,030, t = 0,532, p>0,05). the research recommends that operators in this economic sector should look deeply at the variables of the research as essentials for improving business performance. it also put forward that small and medium business owners or managers should not be afraid of taking calculated risks as this would ensure their profitability. keywords: entrepreneurial orientation, firm performance, management skills i. introduction small and medium enterprises (smes) are the backbone of the world economy, accounting for most businesses across nearly every region (runde, savoy, & staguhn, 2021). they also reveal that in developing economies, smes make up 90% of the private sector and create more than half of the jobs in their respective nations. in view of sme global significance, industrialized economies around the world have placed greater emphasis on establishing a dynamic sme sector to achieve a sustainable and stable economy. according to birech, karoney, and alang'o (2018), smes are an important part of the economies of both developed and developing countries. according to scholars (emmanuel, 2017; ngetich & kithae, 2020), smes are an appreciated and significant tool for quick diversification and recovery of the economy. entrepreneurial orientation (eo) as a concept is the process through which a company explores creative entrepreneurial opportunities without regard to the type or number of resources available. eo is a component that helps companies expand by supporting them in identifying new possibilities and gaps that they may exploit through risk-taking, proactiveness, innovative products, and aggressively marketing their products (dzomonda & masocha, 2018). olubiyi et al. (2019) maintain that eo is an essential predictor for a company’s long-term performance and, as a result, contributes to its success. an entrepreneur needs to exhibit four traits to be successful and avoid premature failure: creativity, self-efficacy, internal control point, and achievement motivation (imran et al., 2019). scholars have linked these traits to eo to establish their relationship with sustainability and performance. managerial skills (ms) are one of the necessary impulses that stimulate the success rate of smes firms around the world (asenge & agwa, 2018; abdul 2018; sitharam & hoque, 2016; jayeola, ihinmoyan, & kazeem, 2018). understanding, developing, and utilizing people (resources) and their abilities to meet in pr es s 154 the winners, vol. 23 no. 2 september 2022, 153-160 the company’s goals is the practice of managerial skills. an smes that lacks human resource management abilities may be doomed. to avoid this, emmanuel (2017) opines that entrepreneurship education is required to instil entrepreneurial competencies and abilities in its beneficiaries to orient their thoughts toward self-reliance and self-employment. several references have shown that smes are not only important drivers of employment and prosperity, but also lead the way in promoting entrepreneurship, competition, and innovation that lead to long-term success, growth, and development (fatoki, 2014). pulka (2019) posits that smes performance is the ability to harness, integrate, and utilize various internal and external resources with timely and appropriate reconfiguration to achieve a targeted set of objectives and performance capable of providing employment opportunities, gdp growth, export, and raising society’s standard of living. according to the department of business, energy and industrial strategy, there are 5,7 million smes in the uk business, energy, and industrial strategy (dey et al., 2019). according to ncube and chumucheka (2019), smes operating in the united states are responsible for 99,7% of all business activity in the country. the solid growth pattern established by eu-27 smes in the second half of the previous decade was carried over into 2019. according to muller et al. (2021), with the number of eu-27 smes increasing by 1,5%, their value-added increasing by 3,8%, and their employment increasing by 1,5% smes were a big part of this year’s strong growth. according to the oecd (2020), it is reported in china, more than 98,64% of all firms are small businesses with 300 or fewer employees, contributing to over 60% of total gdp, 50% of tax income, 75% of job creation, and 68% of exports. in 2018, new business creation reached record highs with a total of 67,0 million new companies being created, increasing by 10,4% compared to 2017. the malaysian institute of economic research (mier) indicates that smes comprise 90% of total manufacturing establishments, 29,7% of the employment population, resulting in 20% of total gdp of the economy (“small and medium industries”, n.d.). according to runde et al. (2021) in africa, smes account for over 80% of jobs on the continent, making them a key driver of economic growth. in sub-saharan africa alone, there are 44 million micro, small, and medium-sized businesses, with nearly all of them being tiny. in kenya, smes account for over 40% of total gdp, over 50% of new jobs, and 80% of the total workforce (muriithi, 2017). according to hongyun et al. (2019), smes in ghana alone account for 85% of employment in the manufacturing sector, which has resulted in about 70% of ghana’s gdp, and it is also responsible for their economic development. in nigeria according to pwc (2020), smes account for 96% of the total number of businesses in the country and contribute about 50% to the national gdp. in terms of ownership structure, 73% of msmes are sole proprietorships while 14% are private limited liability companies. the balance of 13% is partnerships (6%), faith-based organizations (5%), cooperatives (1%), and others (1%). on the world stage, small and medium enterprises (smes) play an enviable role in economic development and growth, job creation, and poverty alleviation. smes in malaysia account for 90% of total manufacturing operations, 29,7% of the employee population, and 20% of the total gdp (“small and medium industries”, n.d.). similarly, dey et al. (2018) and olubiyi et al. (2019) find that dеѕрitе smes’ реrfоrmаnсе in nigeria and the bleeding that came with it, sоmе соmраnies еxреriеnсеd suboptimal реrfоrmаnсе сhаrасterised by low mаrkеt shаrе, poor sаlе grоwth, аnd poor рrоfitаbilitу of sоmе smes. unfortunately, the current challenges are establishing a precedent for a high rate of closure of some smes, particularly in developing countries without jeopardizing profits. kowo, adenuga, and sabitu (2019) hаvе thе viеw оf оthеr sсhоlаrs thаt in nigеriа small and medium enterprises generate more employment opportunities on the aggregate than giant industries. the scholars allude that many people in this country depend on self-employment for sustenance. many others including their relations are employed in the enterprises directly and indirectly. in the face of thе ѕtаtеd contributions оf smeѕ to the nigerian economy, they hаvе nоt lived up to thе anticipated dуnаmiс rоlе in the miсrоесоnоmiс grоwth and dеvеlорmеnt of the country’s economy. according to arоyeun et al. (2019), it can be attributed to the changing environment of smes in nigeria, as well as poor technological development and lack оf entrepreneurship orientation аnd management skills which hаs compromised thе stability of itѕ expected реrfоrmаnсе. bесаuѕе of the persistent failure rate, high ореrаting соѕtѕ (which largely еmbоdу оthеr рrоblеmѕ), many of thеѕе firms аrе finding it inсrеаѕinglу diffiсult to соmреtе with lаrgе local firms аnd the influx оf cheap imроrtеd products frоm china аnd оthеr аdvаnсеd соuntriеѕ. considering past related studies, no known studies to the best of researcher’s knowledge have empirically focused on the combined effect of entrepreneurial orientation (eo), and managerial skills on smes’ performance among computer and allied products in ikeja, lagos state. it serves as the novelty and uniqueness of the research. thus, the research examines the combined effect of entrepreneurial orientation (eo), and managerial skills, on smes' performance in lagos state. the hypotheses formulated are based on the objectives and research questions. h1: entrepreneurial orientation and managerial skills have no combined significant effects on smes performance proxied with profitability of smes in lagos state, nigeria miller (1983) and covin, green, and slevin (2006) create the concept of entrepreneurial in pr es s 155evaluating the effects of entrepreneurial .... (nureni sanusi alaka; obasuyi okogua) orientation, which is based on the three dimensions of innovation, proactivity, and risk-taking. as a result, these dimensions work as a cohesive whole to provide a company with the strategic direction it requires for success, and it should be viewed as a onedimensional measure in entrepreneurship research. hussain, ismail, and akhtar (2015) posit that eo has become over the last two decades, the concept has become increasingly important in the global arena of and entrepreneurship literature. neneh and van zyl (2017), eo is a strategic process, practices, and decisions that decision-makers use to formulate the organizational purpose and directions of the company, as well as to maintain its vision and archive a sustainable competitive advantage. adegbuyi et al. (2018) posit strongly that entrepreneurial orientation is not negotiable for smes that want to prosper in a competitive business environment. similarly, jemal (2020) argues that entrepreneurship is the practice of establishing one’s own business that makes it different from other types of economic activity based on identifying opportunities. in addition, fatoki (2019) opines that eo is a predetermined decision-making stimulus that encourages entrepreneurial activity. thus, eo is the process by which an organization pursues innovative entrepreneurial opportunities without being constrained by the type and quantity of available resources. the role of entrepreneurs in today's society cannot be ignored as they are responsible for all organizational success. therefore, eo provides a strong basis for business firms to act and perform more entrepreneurially, followed by strategy-oriented actions and decisions (hossain, & asheq, 2019). well-implemented managerial skills should identify the skills required for the job roles, the skills of individual employees, and any gap between the two. in light of the findings, bushe (2019) affirms that a company also thrives on human skills to operate these devices. according to mbugua and mbugua (2019), a successful manager understands his environment, both internal and external. he or she does not only understand but is prepared, equipped, and ready to handle any turbulence that emanates from the environment. a lack of human resource management skills can be doomed for a small business. to increase the entrepreneurial capacity, the federal government of nigeria, has made most tertiary institutions in recent times to have incorporated entrepreneurship education into their curricula as a means to stimulate self-reliance and self-employment in the society. in developing countries, poor management skills have a significant impact on the performance of smes. entrepreneurs must be experienced, knowledgeable, and highly motivated to run small and medium businesses. small and medium businesses should prioritize human capital management and relationship skills, as management skills are a prerequisite for relationship quality and competitive advantage. however, asenge and agwa (2018) observe that entrepreneurial competencies or skills implicitly require that entrepreneurs differ from non-entrepreneurs in terms of their competencies. the skills and characteristics of entrepreneurs are called entrepreneurship competencies. another view of management skills that are critical for smes involve: 1) planning skills to allocate resources and develop alternatives, 2) organizing skills for creating structures, coordinating parts, shunting delegations, and controlling conflicts and changes in an organization, 3) the spearhead of expertise in implementing decisions, creating enabling environment, shaping routes and training of staff, 4) skill control for setting levels, evaluating performance, taking action when there is need, and encouraging selfmastery (olowu & aliyu, 2015). management skill is therefore the process of recognizing and organizing the sluggish ability of an individual to lead to success in any undertaking through effective and efficient use of all available resources. the research is primarily based on porter's generic competitive advantage theory, with a particular emphasis on the third part of his competitive advantage strategies, as well as the focus strategy. the theory shows that porters' focus strategy has several key advantages over the market strategy that would make companies adopt such a strategy to be more efficacious in product promotion efforts. accordingly, compared to a mass-market strategy, a focused company does not have to concentrate significant resources to offer all people everything that costs less time and money. interestingly, it has been empirically proven that customers value specialized firms because of their focused skills. after all, a focused company is less likely to be overwhelmed by numerous customer inquiries and is more likely to recognize and adapt to market changes in a quick time manner. porter (1985) notes that companies pursuing a focusing strategy should offer either a differentiated product or service for the segment and an inexpensive product or service to the selected segment. he stresses that a combination of the two was not achievable, and he refers to companies that have such a combination as being stuck in the middle. it is a situation where firms are unwilling and unable to make strategic decisions that allow them to muster enough resources to compete by whatever means and thus prevent them from gaining any competitive advantage or advantage lead above-average performance. consequently, porter’s perception of competitive advantage as the only possible one with a clear focus on segments, followed by a clear cost or differentiation strategy, while the last one is easier to achieve in his opinion. michael porter’s focus strategy has been developed or moved into the spotlight at a time when companies were facing increasing competition. several empirical studies have been carried out by various scientists to determine the relationship between eo and business performance. kurа, abubаkаr and salleh (2019) еxаminе the role оf соmреtitivе intеnѕitу in mоdеrаting the rеlаtiоnѕhiрѕ bеtwееn еntrерrеnеurѕhiр, tоtаl quality mаnаgеmеnt, and smes реrfоrmаnсе in kano state. they used a sample of 714 ѕеlf-аdminiѕtеrеd ԛuеѕtiоnnаirеѕ to in pr es s 156 the winners, vol. 23 no. 2 september 2022, 153-160 owner mаnаgеrѕ of smeѕ in kаnо аnd kaduna in thе north west gеороlitiсаl zоnе оf nigeria. pаrtiаl least squares structural eԛuаtiоn mоdеling iѕ used to tеѕt thе hypotheses (pls-sem). the results showed a positive and significant relationship with the profitability of smes. ibrahim and muѕtарhа (2019) examine thе fасtоrѕ influеnсing smes реrfоrmаnсе in nigеriа. thе research use structured questionnaires tо соllесt dаtа frоm 240 smeѕ in nоrth eаѕtеrn nigеriа. thе rеѕultѕ reveals a positive and ѕignifiсаnt rеlаtiоnѕhiр bеtwееn entrepreneurial orientation and smeѕ performance. aroyeun et al. (2019) conduct research to examine the relationship between entrepreneurial orientation and the performance of smes, using a descriptive research design to obtain data from registered smes in nigeria recorded by the corporate affairs commission. the information is obtained through the distribution of a structured questionnaire to 436 sme owner-managers. to test the hypothesis, the research uses the structural equation modeling of amos 22. the statistical analysis results show that all dimensions of entrepreneurial orientation, such as business opportunities, including innovation, dynamic operations, and value creation activities have a significant influence. abdul (2018), on the management skills and growth of small and medium enterprises (smes), did a comparative analysis of nigerian and minority entrepreneurs in the uk using an online survey to bring in data from a population of 38 smes owners in nigeria and uk. due the short time, the research uses judgment samples to examine their experiences, values, and attitudes about entrepreneurial skills. the results show that management skills have a major impact on the performance of smes in nigeria and the uk. similarly, mbugua and mbugua (2019) examine the role of business management on the growth of micro and small enterprises (mses). a case of textile enterprises in eldoret town−kenya. the result shows that management skills have a positive and significant impact on the performance of smes. lawal, worlu, and ayoade (2016) examine the factors that influence the extent to which smes can operate sustainably. in exploring theories that underpin entrepreneurship and drivers of sustainable entrepreneurship among smes, the research used secondary data. the results show that management skills have a positive impact on the performance of smes. ngetich and kithae (2020) conduct research on access to business information, business finance, managerial skills, and performance of smes in kenya. the research seeks to establish factors affecting the performance of smes, and the result shows that managerial skills significantly impact the performance of smes. in addition, eton et al. (2017) aim to determine the role played by entrepreneurial skills with regards to the performance of smes in uganda's nebbi district which lies in the west nile region. the research uses simple sampling techniques, with a sample size of 106 people selected for the survey using a questionnaire. according to the result, there is a moderate correlation between entrepreneurial skills and the performance of smes. syed, muzaffar, and minaa (2017) examine the three dimensions of entrepreneurial orientation (eo) of manufacturing sector smes in punjab, pakistan. the effects of three eo dimensions including innovativeness, proactiveness, and risk-taking are analyzed. they finally report significance and positive relationship with smes performance. ii. methods the research adopts quantitative survey research design and employs multiple regression method of analysis. the adoption of this design is influenced by the research problem and its corresponding research questions. the pool of smes operators contacted was computer and allied product dealers in ikeja lagos metropolis, lagos state. 500 smes representing the sample size are deduced using cochran sample size determinant. simple random sampling technique is used for questionnaire distribution. the questionnaire is the main instrument used in collecting data, which is self-administered. it is divided into section a and section b. section a consists of demographicrelated questions of the selected smes and their operators, while section b deals with the research construct. a total of four hundred and seventy-three (473) questionnaires are retrieved and found useful, representing a response rate of 94,6%. all statements are measured on a 5-point likert scale, ranging from strongly agree (5) to strongly disagree (1). the operational model for the research variables is denoted in the equations: y = f(x) where: y = dependent variable x = independent variable y = firm performance (fp) y = (y1) where: y1= firm profitability (fpr) x = (x1, x2) where: x1= entrepreneurial orientation (eo) x2= management skills (ms) where: the models formulated for each of the hypothesis are written as: y1 = f(x1, x2) y1 = β0 + β1x1+ β2x2+ εi fpr = β0 + β1eoi+ β2msi +εi---------------------------i β0= constant of the equation or constant term β1-β2= parameters to be estimated εi = error or stochastic term in pr es s 157evaluating the effects of entrepreneurial .... (nureni sanusi alaka; obasuyi okogua) the hypotheses formulated are tested using the multiple regression analysis. the results are presented in table 1. table 1 establishes the convergent validity of the instrument using the average variance extracted (ave) with a threshold of 0,5. composite reliability calculator by raykov (1997) was used for the computation for the composite reliability estimate based on standardized factor loading and error variance. table 1 reveals (cr) to be between 0,850 and 0,905 above the threshold of 0,7. therefore, evidence exist to show that the instruments have the ability to measure the latent construct they are related to and the extracted instruments are also found to be internally consistent with the latent loaded variables in the research. iii. results and discussions table 2 presents the multiple regression results for the influence of entrepreneurial orientation, managerial skill on the profitability of the smes in lagos, nigeria. the results reveal that entrepreneurial orientation (β = 0,110, t = 1,904, p = 0,000<0,05) has positive and significant effects on the profitability of the smes in lagos state, nigeria. however, management skills (= 0,030, t = 0,532, p = 0,595>0,05) are reported to have a positive but insignificant effect on the performance of the selected smes. it implies that entrepreneurial orientation is an essential predictor for the profitability of the selected small and medium enterprises in the study area. the results further show that the independent variable (entrepreneurial orientation, management skill) explains 45,6% of the changes or fluctuations in the profitability of the selected smes in the state of lagos, nigeria. (adj. r2 = 0,456). however, the representation does not expound for the 54,4% of the variability in the profitability of smes, which means that other factors related to the profitability of the selected smes in lagos state are not captured in the model. adjusted r-squared is slightly lower than r-squared, implying that the regression model may have been over fitted by including too many independent variables. it indicates that the set of independent variables are important factors that needed improvement to improve the profitability of the selected smes in the study area. furthermore, the analysis of variance (anova) results in for regression coefficient, which are used to test the significance of the overall regression model, showed an f-ratio of 96,151 with a р-value of 0,000 that is less than 0,05 [f (4,450) = 96,151, p = 0,000]. it shows that the overall model is significant in predicting the effect of independent variables on profitability of the selected smes. this means that at least one of the independent variables has an effect on the profitability of the selected small and medium business enterprises in lagos state. in addition, the regression model used to predict the profitability of the selected food and beverage manufacturers in lagos state, the independent variable that is ѕtаtiѕtiсаllу significant, was rеtаinеd in thе mоdеl, while vаriаblе (ѕ) thаt are nоt ѕtаtiѕtiсаllу significant wеrе еxсludеd (hаѕ nо рrеdiсtivе power). thе multiрlе rеgrеѕѕiоn equation from thе rеѕultѕ is thus еxрrеѕѕеd аѕ: fpr = 5,502 + 0,110eo+ 0,198ms where: fpr = profitability ms = managerial skill eo = entrepreneurial orientation from the regression equation above, it was found that the entrepreneurial orientation, table 1 test for validity and reliability variables initial range of extracted values (k) range of extracted values squared (k2) ave cr entrepreneurial orientation 1,000 0,689-0,941 0,474-0,885 0,639 0,898 managerial skills 1,000 0,575-0,964 0,331-0,929 0,661 0,905 profitability 1,000 0,588-0,862 0,346-0,743 0,537 0,850 source: researcher’s survey 2021 table 2 summary of regression analysis of entrepreneurial orientation, managerial skills, and profitability model b t sig. f(4,450) r2 adj. r2 f(sig) (constant) 5,502 4,664 0,000 96,151 0,461 0,456 0,000 entrepreneurial orientation 0,110 1,904 0,057 managerial skill 0,030 0,532 0,595 a. dependent variable: profitability source: researcher’s survey 2021 in pr es s 158 the winners, vol. 23 no. 2 september 2022, 153-160 management skills will be constant (at zero) and the profitability of the selected smes will be 5,502. the results show that entrepreneurship (= 0,110, t = 1,904, p = 0,000<0,05) was the most significant predictor (among the independent variables) of the profitability of the selected small and medium enterprises. entrepreneurial orientation has a positive and important impact on the growth of smes (kura, abubakar, & salleh, 2019; ibrahim & mustapha, 2019; aroyeun et al., 2019; bamfo & kraa, 2019). in addition, sitharam and hoque (2016), bushe (2019), hanggraeni et al. (2019) find a significant relationship between entrepreneurial orientation and its dimensions for smes success in their studies. the results for managerial skills are consistent with abdul (2018), lawal et al. (2016), mbugua and mbugua (2019), and jayeola et al. (2018) who accept that managerial ability has a major impact on smes growth and efficiency. iv. conclusions the evaluation of the effect of entrepreneurial orientation and managerial skills on the performance of smes in lagos state is examined. according to the findings, entrepreneurial orientation and managerial ability have a major impact on the success of smes in lagos state, nigeria. entrepreneurial orientations and managerial skills are critical for success. based on the results, the research makes a number of recommendations for various parties involved in the improvement of smes in lagos state, as well as nigeria as a whole. entrepreneurial orientation and managerial skills, according to the research, are a requirement for improving business performance in this field. the research contribution in the area of performance measurement therefore lies in its ability to adopt balanced measures of business performance by including a more recent, intangible and externally focused measure (eo and ms). the current research involves ikeja division of the five divisions (ikeja, badagry, ikorodu, lagos island, and epe) of lagos state. therefore, the results are not the overall description of smes in lagos state. the research has limitations in terms of number of the respondents, so it is recommended for future research to conduct a similar study in different countries or regions before attempting to a more general result. future studies could take into account other performance-determining factors, new markets, and a broader scope by extending the research to other nigerian states. acknowledgement the authors wish to state that there is no conflict of interest whatsoever. the project was self-funded and never received in fund support from any individual, group of individuals, companies or any government agencies while the research lasted. references abdul o. e. 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(2017). entrepreneurial orientation and business performance of manufacturing sector small and medium scale enterprises of punjab pakistan, european business & management, 3(2), 21-28. https://doi.org/10.11648/j. ebm.20170302.12 in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 143 the winners, 23(2), september 2022, 143-152 doi: 10.21512/tw.v23i2.7481 the importance of brand stories towards brand perception and purchase intention in gen z indonesians grasheli kusuma andhini1*; fauzia qurani andanawarih2 1fashion design program, product design department, binus northumbria school of design, bina nusantara university fx sudirman lantai 6 jalan jenderal sudirman, senayan jl. pintu satu senayan no. 3, gelora, jakarta 10270, indonesia 2raffles design institute jakarta lippo thamrin mf. jl. m. h thamrin no. 20, menteng, jakarta pusat 10350, indonesia 1grasheli.andhini@binus.edu received: 21st june 2021/ revised: 15th february 2022/ accepted: 16th february 2022 how to cite: andhini, g. k. & andanawarih, f. q. (2022). the importance of brand stories towards brand perception and purchase intention in gen z indonesians. the winners, 23(2), 143-152. https://doi.org/10.21512/tw.v23i2.7481 abstract the research explored the importance of brand story towards indonesia’s gen z and how it affected buying decisions and perception towards the brand. it explored if creating a brand story is a central element in creating and differentiating indonesian fashion brands that becomes a beneficial tool for both business owner and its customer. the research was conducted through an exploratory descriptive approach by using survey on indonesian collectivist society—those who behave communally based on in-group norms including the 84 gen z—as well as archival research on two similar fashion brands, and interviews on one customer and one brand owner. the research findings point out that brand stories take a positive effect on a customer’s perception towards a brand and their purchase decision. while brand stories do have an influence in shaping the image of a brand as well as becoming a factor in a customer’s purchase decision process, other brand attributes such as packaging, social media content, and logos also plays an important role in a shaping brand image, as well as the customer’s final purchase decision. furthermore, the opinions of a key opinion leader about a brand or product greatly matters in this society and that people are more willing to purchase a product if it has already been positively reviewed by a key opinion leader. keywords: brand story, gen z, brand perception, purchase intention, brand image construction i. introduction today, generation z – or those who was born from 1995 onwards – are coming of age and as they mature they will make and spend money, as a result they become the perfect target for businesses. in 2020, indonesia was populated by 74,93 million gen z making up to 27,94% of the country’s total population (rakhmah, 2020) and are dubbed as the internet savvy for their active use of internet and technology. this generation loves immediacy without having to wait for long period that shows in their ability to multitask (sriprom et al., 2019; asyifa, 2021). although it seems that they do not like to work in a team but with their dependency on internet especially social media, they tend to follow the influences around them, such as on their consumption, purchase intention or preferred brands (fitriana et al., 2020). throughout history, stories have aided humans in understanding and perceiving the world (escalas, 2004). fog et al. (2010) propose that storytelling can be used as a tool for brand creation and its concept, and today, storytelling is becoming a popular element to adapt in marketing. leading fashion companies and other disciplines have already started implementing storytelling in their marketing schemes. well-told stories about brands have the potential to influence a customer’s feelings, cognitions, and behavioral responses, which are evoked by brand-related stimuli that are part of the brand’s environment, identity, messages, and environment (lundqvist et al., 2012), which all ultimately affect the customer’s overall brand experience and later would link to positive brand image and customer attachment (kim & chao, 2019). the past decade has brought ready-to-wear fashion brands to the forefront of the indonesian fashion scene. local designers have shifted their focus to creating products that are able to be mass-produced (e.g. basics), which has led to an increased number in pr es s 144 the winners, vol. 23 no. 2 september 2022, 143-152 of local brands throughout the country that creates a tough competitiveness and differentiation dilemma in fashion industry in general. therefore, the question of how to differentiate brands from one another has become even more challenging for marketers, which has resulted in them using the power of stories to communicate and form an emotional connection with consumers and their markets (huang, 2010; hong & cho, 2016; lindsay-warren & ringler, 2021). conveying ideas and concepts through stories could be an effective way for consumers to make sense of a certain brand (escalas, 2004) that leads to customers’ intention in spreading their experiences with the brand and its information (kang et al., 2020). a brand story might also enhance the relationship between a customer and the brand (tsai, 2020) since it possesses a utilitarian function and a symbolic meaning that may connect and resonate with the customer’s feelings and emotions (herskovitz & crystal, 2010; pereira, 2019). a brand story that is built around a distinctive personality can evoke an emotive response from the customers (target market), which can form the core foundation of any strong successful brand across different categories—this happens because when a customer is buying a product/service from a brand, they are not only buying the tangibles and its functional benefits, instead they also look for an emotional benefit (veloutsou & delgado-ballester, 2018). speaking about culture and behavior in indonesia, previous studies have revealed that a collectivist society is at the core of the indonesian social structure (maulana et al., 2019). indonesian culture revolves around loyalty, conservatism, affiliation, and togetherness; as expressed in the term “gotong royong” -communal workand “bhinneka tunggal ika” -unity in diversity(slikkerveer, 2019; nugroho, 2018). throughout history, indonesians have been known to be communal people (suwignyo, 2019), beginning in villagers creating close-knit communities, to now communities (work-place friend groups, extended families, etc.) maintaining and valuing harmony above all else. collectivist cultures consist of individuals that are interdependent with their in-groups, build their behaviour on the basis of in-group norms and behave communally (orji, 2016). furthermore, as they feel involved with the in-groups, they tend to give priorities more to the goals of their in-groups – family, friends, co-workers – and feel normative pressures to conform those goals (burholt et al., 2018), which may result in them straying away from trying new styles of clothing, makeup, hairstyles, and more. this event shows that they are avid followers of trends and prefer to use things that has been pre-approved by their in-group or the key opinion leader of that group. when it comes to retail, collectivist societies are more likely to prioritize the needs and wants of a certain group (usually their in-group) over their individual desires, that the beliefs and opinions of a leader greatly influences and reflect people in collectivist societies. this manifest can be seen in the form of social media influencers using their influence to promote products and services from a company, which usually results in a portion of their followers purchasing the promoted item and at the same time creating a more favorable brand image (nurhandayani et al., 2019). through the influencer’s storytelling as the brand’s people or endorser, customers can construct a more detailed image or understanding towards the promoted brands – its products and service – in a relatable manner (glucksman, 2017), which would then improve or worsen the brand personality and image (depending on how the influencer delivers the review of a certain product or service) (tong et al., 2018). in the concept of storytelling, stories are used as means of transferring emotions, experience, points of view or information, and atmospheres (tsai, 2020) in such a way that the listener learns, understands, or experience something through listening. in general, stories are more interesting and able to capture the audience’s attention which results in them being more attentive and involved in comparison to someone stating facts (chen & seng, 2016). in addition to telling stories (roxo, 2020), humans also process information in the form of stories since it helps individuals to make sense a situation, organise an event, evaluate and cope with emotions. stories are believed to help people form identities and help them connect to the outside world in a comprehensive manner (huang, 2010) and storytelling is further proven to help aiding people in making sense of the world and strengthening emotional connections (herskovitz & crystal, 2010). since people are accustomed to understanding the world, their surroundings, and who they are as individuals functioning as a member of a society through stories, it eventually became a marketing method that is widely used today (huang, 2010). it becomes a vital element in advertising, communication, branding, and its strategy management for various disciplines (delgado-ballester & fernández-sabiote, 2016; dimitrova, 2021). a brand story is a narrative construction that communicates the visions, benefits, values, development and innovation, and the birth of a brand (solja, liljander, & söderlund, 2018). it gives consumers a chance to associate brand stories with their personal stories or experiences and to connect with the brand favourably (carnevale et al., 2018) resulting in self-brand connections on a more personal level (huang, 2010). stories are widely used to explain goals, evaluate the actions to achieve the goal and to interpret the outcomes of it (lee, 2020). a brand can use the same method to explain the establishment of motivations and objectives (he et al., 2016) whilst evaluating actions, and planning future actions to achieve the goals in the form of a brand story. moreover, stories help in aiding the self-introduction of a brand (pan & chen, 2019) and describing the products’ function (he et al., 2016). customers are constantly seeking for experiences that are attractive to their emotions, which stories help creating such experiences (fog et al., 2010). stories make brands look more interesting in pr es s 145the importance of brand .... (grasheli kusuma andhini; fauzia qurani andanawarih) that results in customers become brand ambassadors who actively share their experiences with their close relatives. when a brand is communicated in a narrative format, customers would react to the brand less critically and minimize negative thoughts about the brand in comparison to the time when they find the brand in common advertisements (escalas, 2004). arguably these days, a brand’s physical product or service no longer serves as a differentiator in the midst of sameness competition. instead, the difference lies in the story and the content of the story which includes the vision, mission, culture, history, which in turn would churn out the purpose and relevance of the brand to its audience. sustaining competitive advantage has become increasingly important in this era, and corporate brands can no longer “just stand there” they must be out in the world standing for something and somehow stories are able to aid a competitive differentiation (hofman-kohlmeyer, 2017; dimitrova, 2021). naturally, humans crave for authenticity (cinelli & leboeuf, 2020) and are likely to doubt whether the information that they received is authentic or not. stories are considered as “true” if it includes meaningful values and purposes that aligns with people’s real-life experiences. in contrast, a story would be inauthentic if it does not align with their life experiences or when it seems like the truth is distorted or hidden (huang, 2010). the authenticity of a brand story matters greatly as it may aid a customer in further understanding the brand. however, it is important to note that brands should not stray too far from authenticity (i.e., operating the business that is nowhere near their claims) since there is a chance that a brand might be called out for their inauthenticity and dishonesty, which could lead to boycott or mistrust, especially in the era of social media, where information are easily exchanged between people. stories that are told through a first-person narrator who tells their own stories and reveal personal experiences are more believable than a story told by a third-person narrator. this is due to phrases containing the word “i” or “we” would resemble our daily communication, therefore they are more likely to be perceived as authentic inducing favourability and trust that will result in a stronger brand image (huang, 2010; ryu et al., 2019). the narrator in a story has to be able to get a customer involved in a story in order to precipitate emotional or behavioral response—this is often demonstrated when an influencer or a public figure is promoting a certain product or service through their social media platforms. the plot of the overall brand story is an essential part of storytelling since it is the tool that organizes a story from beginning to end (pan & chen, 2019). having a plot will help customers navigate through the story, which would result in them grasping a better understanding of the brand and its attributes. in branding, the structure of a plot usually begins with a clear background information about the brand, followed by the introduction of the conflict, then onto reaching the climax of the story discussing problem and ends with a resolution or solution to the conflict (fog et al., 2010). they become a guide for brand to create a compelling story in return for a positive brand image; that it must be understandable, spreadable, and influential. all in all, a successful and clear brand story reflects the brand’s ability to capture the hearts and minds of its customers and its willingness to give its customers a say or a sense of belongingness within the brand (chen & seng, 2016). mabkhot, shaari, and salleh (2017) suggest that brands are perceived by the customer in the form of brand image. brand image can be defined as perceptions of a brand that is reflective of the brand’s associations in the minds of a customer. additionally, the concept of a brand image encapsulates the idea that customers look from brands not only for their physical functions and attributes, but also the meanings and emotions associated with the brand (išoraitė, 2018). essentially, a brand image is a set of beliefs held by a customer about a specific brand—it also tells the customer where the brand is positioned within the market, and helps them differentiate brands from one another. thus, the construction of a brand image lies solely from the customer’s perspective. a customer can construct a perceived image of a certain brand only when the brand in question has a specific brand identity that is easily reached by the customer, thus, a brand will have to first figure out its identity, deliver that through a story, and let the customer construct an image of a brand. the identity of a brand usually consists of things that are visually noticeable, such as logo, symbol, or even colour (ross, 2020; tarver, 2020), as they enable customers to identify one brand from another. having a brand identity will help the brand differentiate itself from others, whilst also creating strong brand awareness that leads to credibility and trust among customers. kapferer (1996) develops a diagram that would help brands and customer identify its identity to construct an image. the brand identity prism is a diagram that illustrates the information between the correlation of the brand’s identity (how the brand wants to be perceived) and the brand’s image (how the brand is perceived by the customer). the diagram consists of a hexagon, in which each side represents an essential element of brand identity as identified by kapferer (1996). as seen on figure 1, the top two elements represent the picture of the sender, which would be the brand, whereas the two bottom represents the picture of the recipient, which would be the customer that observes or interacts with the brand. the left side contains external elements, whereas the right holds internal elements (kapferer, 1996). figure 1 shows an example on how the brand identity prism with its six elements is used, and in this case, patagonia will be the example. patagonia is an outdoor clothing brand that specialises in creating durable fabrics and garments in an environmentally friendly way. the physique represents the physical in pr es s 146 the winners, vol. 23 no. 2 september 2022, 143-152 characteristics of the brand and is argued by kapferer (1996) as being the basis of a brand. second, the personality is the character of a certain brand, this segment is where the brand is personified by a customer, the process is similar to calling a person blunt or sustainable. third, the culture represents the principles and values that the brand stands for, which in this case would be reducing environmental footprint in the supply chain process. fourth, the relationship represents the relationship that the brand creates with its customers. in other words, this segment is based on how brands influence their own customers. fifth, the reflection represents how a customer reflects with the brand, which is different than how customers perceive the brand, this stage talks more about the customers who use the brand, instead of the brand. finally, the self-image segment represents how a customer perceives themselves while or by using the brand (kapferer, 1996). the content that a brand puts out for the public to see will be the things that help them construct a brand image. moreover, it becomes more critical during consumer purchase decision, in terms of brand awareness and its recognizability where consumers have to choose a brand over other competing brands (chen, 2017; novansa & ali, 2017; ansary & hashim, 2018). the fact that brand images are created by the customer, the company must create a portrayal of the desired brand image through creating a comprehensive brand identity to evoke the customer into constructing a brand image. customers seem to easily permeate with brands with personality traits (aaker et al., 2004). it is defined as the set of human personality traits or characteristics associated with a given brand (aaker, 1997). these characteristics includes gender, age, socioeconomic class, as well as classic human personality traits, which are warmth, concern, and sentimentality (aaker, 1996). earlier studies have suggested that an individual has greater preference for the brand when there is a greater congruity between the human characteristics that describe an individual’s ideal self and those that describe the brand. mark and pearson (2001) propose that the 12 archetypes are divided into four categories based off of: 1) stability and control, 2) belonging and enjoyment, 3) independence and fulfilment, and 4) risk and mystery. through a marketing standpoint, archetypes are used to interact with a customer’s deepest motivations and give meanings to the products and brands associated with their unconscious desires. it is argued that designing a brand story based on archetypes enables a customer to form connecting to the brand in a conscious and subconscious level; in fact, up to 95% of consumer buying decisions are subconscious (gross, 2017). archetypal brand is able to connote trust between the customer and the brand through providing shared meanings and values across different cultures—they also act as a tool to generate emotional connection with the customers in a psychologically compelling way that results in user-brand relationship (sebastian et al., 2017). emotional branding, attachment and commitment, would eventually create strong brand relationships that reflect on the customers’ loyalty. the attributes, features, and traits of a brand are then delivered to the customers through the brand story. stories act as a carrier of meanings of a brand to a customer, and the meanings inside the stories can resonate within the customer’s experiences, and memories (huang, 2010). finding the right story to portray to customers can also be found through identifying an archetype, since archetypes are able to resonate and connote trust with customers. through storytelling, the narrator (brand) can deliver information about the brand’s identity, which would aid the customer to personify the brand and construct figure 1 patagonia’s brand identity prism (source: authors, 2020) in pr es s 147the importance of brand .... (grasheli kusuma andhini; fauzia qurani andanawarih) an image for the brand. it should be noted that an interesting and successful brand story is arguably built around a distinctive character or personality. it results in evoking an emotive response from the customers, which would form the core foundations of a successful brand across different product categories and industries. brand stories in fact enable the brand and customer to add symbolic meaning behind the product and the brand (lundqvist et al., 2012). in addition to that, stories embrace the values of a brand in ways that traditional marketing cannot – having a brand story enables the brand to communicate values, spiritual, and emotional connection of the brand or organisation to target groups (keskin et al., 2016), leading to an increase in customer loyalty and a positive brand image (lundqvist et al., 2012; hwang, 2017). behind every purchase, a customer goes through a process in which they determine whether the product is worth buying. in relation to that, values are believed to influence the behaviours of individuals and provide a powerful explanation on customer behaviour (eibelspanyi & hofmeister-toth, 2013). bullen (2019) clarify that the brand that one puts out would reflect much more than the product they are selling; a brand’s core value shows a customer what the company believes in which might enhance the authenticity of the brand. in addition to that, gen z customers are more likely to ask or search about a brand’s values which greatly affect their purchasing decisions. indonesian gen z are brand-conscious, and they seek for brands with uniqueness and personality that could set them apart (kim et al., 2020). in fact, 63% of consumers in 35 countries said that they are more likely to buy products from companies that reflect their own values and will avoid companies that do not (barton et al., 2018). in correlation with brand image, the value of a brand also has the potential to build a positive brand image, since stories can relate to a customer’s personal experiences, the brand’s core values have the ability to enhance the overall customer experience. inherently, the core values of a brand acts as a guide to figuring out the brand’s story contents and narrative, its actions, visions, as well as its identities. the core value of a brand is a direct reflection of who the brand really is, thus, before constructing a particular story, it is best to figure out the core values of a brand to know and successfully deliver the brand’s essence, identity, and visions to the customers. it is further formulated in figure 2. in a culture that values collectivism where people are more likely to be influenced than to influence, the research aims to explore if creating a brand story is a central element in creating and differentiating indonesian fashion brands. it looks into the extent to which brand stories influence purchase decisions and their impact on brand image, identity, and value from the perspective of gen z customers in indonesia. inherently, the overall research objective of the research is to look into the importance of brand story towards the nation’s young adults and how it affects their buying decisions and their perception towards the brand, since a brand story could become a beneficial tool for business owner to help them stand out in the current sameness competition. ii. methods the data are gathered through an exploratory descriptive approach by using multi method with the application of online survey and archival research towards members of a collectivist society as well as gen z indonesians. samples are chosen purposively based on the non-probability sampling techniques. a total of 84 respondents aged 15-25 are gathered for the descriptive analysis through online questionnaire that was spread across the nation to give an accurate representation of the brand stories’ effects towards ordinary young adults in indonesia. the data collection method revolves around two similar local brands; public culture (brand 1) and thanksinsomnia (brand 2) — with the aim to dig deeper insights on how the presence or absence of a brand story would affect customers’ perception of the brand. archival research is focused on two similar brands: calla (brand a) and sejauh mata memandang (brand b) — comparing how the availability of brand story on both brands affecting the brand performance. this looks into several criteria: 1) follower count, 2) promotion method, 3) customer interactions, 4) accessibility, and 5) story. the two brands are chosen since both brands are offering a quite similar style and figure 2 research framework in pr es s 148 the winners, vol. 23 no. 2 september 2022, 143-152 similar numbers of followers on their social media yet one presents a story with clear vision and missions and the other one relies on visuals without a brand story. along with the data collected from the survey, all data are further validated by the online interviews. the interview is done to look into a deeper comprehension from the perspectives of both a customer and a brand owner on the effects of brand stories. both are recruited as samples because they both have experienced with ‘brand’. the brand owner and the customer who is also a marketer in a company give a first-hand experience and the real data towards the importance of a brand story. the interviews are done separately and virtually to avoid bias and keep the privacy of the two interviewees. similar types of questions are asked with some following questions to dig their point of view on the matter. iii. results and discussions the survey finds that 93% of the respondents are attracted to the brand with an extensive brand story attached to it (brand 2), which is when they are shown the two brands side by side. the outliers point out that brand 1 stands out more and they are more focused on its aesthetics of the brand instead of who or what the brand is. the 39% out of the 84 respondents said they want to buy from brand 1 (brand with minimal background description). the result is a total contrast when they are asked about brand 2. 85% of respondents answer the brand 2’s story tells something interesting about the brand that is relatable and makes them attracted to buy from the brand. figure 3 survey figure 4 shows that customers are more likely to choose the brand with story containing value than brand with an ambiguous background. customers are more able to construct the desired portrayal of a brand when the brand establishes an identity delivered through a story, which tells them something interesting about the brand. the agreement of values between the customer and the brand in fact leads to customers favouring the brand more. figure 4 survey: which brand stands out the most? figure 5 archival research archival research is done on two brands; one with and one without a brand story. both brands are successful (in terms of sales, marketing, and fame) and customers are still actively purchasing their products. despite having unclear brand story, brand a manages to collect sales and awareness through influencer endorsements and further line back to the collectivism culture in indonesia that is potent. on the other hand, brand b promotes through celebrities and makes their products look and feel more high-end rather than relatable. yet, they are still able to captivate customers through their missions, visions, and aesthetic. it is believed that even though brand story is important to have, other factors like identity and aesthetic would also be important factors to include in the creation of a successful brand. through the interview, it is found that both brand owner and customer agree that indonesian brands tend to be similar to one another and tend to prioritise style or aesthetics over value, beliefs or background. besides, indonesia’s collectivism culture still plays a major role in indonesian fashion industry and overall influencing the purchase behaviour. having clear intangible attributes like story as part of brand identity indeed will benefit both brand owner and customer in navigating the brand. it serves as brand’s navigator in which it makes it easier for in pr es s 149the importance of brand .... (grasheli kusuma andhini; fauzia qurani andanawarih) customers to understand the identity of company and decide whether it is the right one for them. in this sense, it could become a competitive advantage in the same environment of fashion brands. the brand owner believes that the story will tell more about the brand as compared to factors like aesthetics or packaging. it helps steering the brand into the wanted direction upon brand launching and makes it easier for customers to personify the brand. people want to showcase who they are and are more likely to gravitate towards a brand with a clear brand story — in this way, brands are there to support the visions of their ideal self. “people are more likely to purchase from brands that represent themselves. you want to feel good about buying stuff.” – customer “having a brand story and a clear identity automatically personifies your brand, it gives your brand a little bit of flavor, relatability, and authenticity.” – brand owner today, there are still numerous brands in indonesia with little to no brand story and rely solely on visuals and influencers, yet they are still successful and manage to have high demand in the market. this brought an attention to the fact that indonesia’s collectivism culture does play a role. furthermore, tangible attributes of a brand play just as much an important role in branding like identity and value. customers could in fact personify, relate, and structure an image of a brand through visuals and other tangible aspects as well. however, gen z and late millennials are believed to have started paying attention to the brand and the brands’ beliefs, so eventually there is a change in the purchase decision factors and how customers shop in general. iv. conclusions stories are one of the tools that allow customers to receive an experience that is appealing to their emotions and dreams. a brand’s core value acts as building blocks for the construction of the brand identity, which are then delivered to customers through brand stories in the hope that customers will assign the brand a personality that will lead them to construct either a positive or negative brand image. all factors intertwine with each other and eventually leads to customers’ final purchase decision. starting how key opinion leaders use their storytelling as a method to how stories are developed from core values that results in the construction of identity, followed by the story carrying the brand’s core values and identity to its customers for them to assign personalities and form an image of the brand. the research shows that customers would differentiate brands from one another through visual aspects and content. for some brands, visual aspects might be their points of differentiators but for some others, content (story or value) is used as a method for differentiating in this sameness yet competitive market. brand stories do take effect on the customers’ perception of a brand and their purchase intention. while brand stories may be a significant factor in those two aspects, other factors such as visual imagery and aesthetics also takes role in shaping an image as well as purchase intention. it is noted that while some people may be affected to the presence or absence of brand stories, some people simply do not care about those factors, and prioritize tangible attributes (visual aspects, packaging) over intangible ones (values, background beliefs). furthermore, it adds information that visual attributes, hype, and key opinion leader (kol) promotion all chime in to affect the brand’s overall recognition, perception, and eventually the customer’s final purchase decision. creating unique brand stories in a collectivist society is to an extent important, but we also have to remember that brand stories cannot carry the brand alone. we would still need appealing visual attribute and correct market positioning and planning for a brand to be able to stand out from competitors and sustain themselves long-term. with that knowledge, brand owners or managers should not rely greatly on brand stories alone to generate revenue and become successful. there are still a limited amount of studies that prove the efficacy of brand stories within a brand in collectivist societies, let alone indonesia. even if brand stories influence revenue, visual attributes and a positive endorsement from a key opinion leader would greatly matter in this country. for a brand to be successful, they must find a balance between the three factors. as of current, the sample sizes for the three methodologies are still relatively small and limited. having a bigger scope of study may give future research a more objective and accurate answers. the research might be beneficial to apply to different age group, brands, and different industry to further test the importance of brand story. additionally, it might also benefit to look into the link between brand story and other visual attributes as how 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(2018). new challenges in brand management. spanish journal of marketing-esic, 22(3), 254-271. https://doi. org/10.1108/sjme-12-2018-036 in pr es s 152 the winners, vol. 23 no. 2 september 2022, 143-152 appendix interview: microsoft word 02_rindang w..doc journal the winners, vol. 8 no. 2, september 2007: 126-138 126 analisis hubungan peranan budaya perusahaan terhadap penerapan good corporate governance pada pt aneka tambang tbk rindang widuri1; asteria paramita2 abstract this article examines the relationship between company cultures with good corporate governance (gcg). it used survey method and correlational technique by distributing questioner with two instruments, namely company cultures and gcg. the respondents were employees of pt. aneka tambang tbk consisting of 100 persons for which 87 persons were selected determined using sugiyono books formula. the sample were determined using simple random sampling. the study used simple linear regression and simple cr relational technique. the results show that there is a strong correlation between company culture and gcg. it means that the stronger of company culture implementation the more intention to implement gcg. keywords: company culture, good corporate governance abstrak artikel ini bertujuan mengetahui hubungan antara peran budaya perusahaan dengan good corporate governance(gcg). metode penelitian yang digunakan adalah metode survei dan teknik colerasional dengan cara menyebarkan kuesioner dengan dua jenis instrumen, yaitu instrumen budaya perusahaan dan gcg. responden adalah karyawan tetap pt aneka tambang tbk yang berjumlah 100 orang dan dipilih 87 orang yang ditentukan dari rumus buku sugiyono dan dipilih dengan teknik probability sampling pada simple random sampling. analisis data menggunakan regresi liniear sederhana dan teknik korelasional sederhana. hasil penelitian menunjukkan adanya korelasi kuat antara budaya perusahaan dengan good corporate governance, artinya semakin kuat penerapan budaya perusahaan maka akan semakin tinggi penerapan gcg. kata kunci: budaya perusahaan, good corporate governance 1, 2 jurusan akuntansi, fakultas ekonomi, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, rindangw@binus.edu analisis hubungan peranan… (rindang widuri; asteria paramita) 127 pendahuluan setelah mengalami krisis ekonomi beberapa tahun lalu, kondisi perekonomian indonesia hingga saat ini belum menunjukkan kemajuan pesat. salah satu faktor yang menyebabkan lambatnya proses pemulihan kondisi perekonomian adalah belum diterapkannya corporate governance yang baik. oleh karena itu, corporate governance yang baik menjadi bagian penting dalam proses pembaharuan ekonomi untuk mengatasi krisis ekonomi. hal itu menjadi motivasi para pelaku usaha untuk dapat menerapkan gcg pada perusahaan yang dikelola. dalam perkembangannya, gcg semakin penting bagi perusahaan, yakni sebagai alat control manajemen dalam meningkatkan kinerja perusahaan dan upaya menciptakan perusahaan yang sehat. gcg dalam penerapannya akan mengatur hubungan antara manajemen perusahaan, komisaris, direksi, pemegang saham, dan kelompok kepentingan (stakeholders) yang lain. selanjutnya akan dimanifestasikan dalam bentuk kerangka kerja yang diperlukan untuk menentukan tujuan perusahaan dan cara pencapaian tujuan serta pemantauan kinerja yang dihasilkan. sebagian besar perusahaan multinasional tersebut memiliki karakteristik pemisahan fungsi kepemilikan perusahaan dan manajemen pengelolaan perusahaan. perusahaan multinasional, seperti pt aneka tambang, tbk sebagai salah satu perusahaan perseroan terbuka (go public), baik di indonesia maupun di australia, yang telah mengimplementasikan konsep gcg untuk mewujudkan visi 2010, yaitu perusahaan pertambangan yang berstandar internasional. dengan pengimplementasian gcg ini, pt aneka tambang, tbk. telah meraih dua kali penghargaan berupa bumn award dalam implementasi good corporate governance dan annual report award pada tahun 2002 dan 2003. sebagai perusahaan yang telah mengimplementasikan gcg, pt aneka tambang, tbk. memerlukan pedoman konsep manajemen yang dapat mengatur sikap dan tingkah laku karyawan. diantaranya adalah budaya perusahaan untuk merumuskan karakteristik tertentu dalam perusahaan dan penerapan gcg untuk menjadi landasan yang kokoh dalam menjalankan manajemen perusahaan. dari penjelasan tersebut, artikel membahas analisis peranan budaya perusahaan terhadap penerapan gcg pada pt aneka tambang, tbk. penelitian dilakukan dengan tujuan untuk mengetahui besarnya peranan budaya perusahaan terhadap penerapan gcg pada pt aneka tambang, tbk. hasil penelitian diharapkan dapat memberikan manfaat bagi pt aneka tambang, tbk., khususnya dalam hal pengembangan peran budaya perusahaan untuk meningkatkan gcg di perusahaan. selain itu, penulis diharapkan penelitian ini juga bermanfaat bagi semua pihak yang terlibat, bagi masyarakat dan terlebih bagi pengembangan ilmu pengetahuan. journal the winners, vol. 8 no. 2, september 2007: 126-138 128 berdasarkan uraian tersebut, dapat dilakukan identifikasi masalah, yaitu seberapa besar peranan budaya perusahaan terhadap pelaksanaan gcg pada pt aneka tambang, tbk. dan bagaimana manfaat yang didapat pt aneka tambang, tbk dengan pelaksanaan gcg. penelitian bertujuan untuk menguji hal yang menjadi budaya perusahaan di pt aneka tambang, tbk., menganalisis besarnya peranan budaya perusahaan terhadap pelaksanaan gcg pada pt aneka tambang, tbk., dan mengetahui manfaat yang didapat pt aneka tambang, tbk. dengan pelaksanaan gcg. manfaat yang diharapkan adalah memberikan acuan yang dapat digunakan sebagai pedoman untuk suatu perusahaan mengenai perlunya memasukkan aspek yang terkait dengan gcg dalam pembentukkan budaya perusahaan, memberikan acuan untuk mengetahui tingkat kemampuan budaya perusahaan dalam mendorong pelaksanaan gcg di pt aneka tambang, tbk., dan memberikan gambaran mengenai penerapan budaya perusahaan terhadap pelaksanaan gcg pada perusahaan, baik perusahaan swasta, bumn, maupun dalam organisasi pemerintahan. tinjauan pustaka menurut nawawi (2003:283) yang dikutip dari cushway b. dan lodge d., hubungan budaya dengan budaya organisasi bahwa “budaya organisasi adalah suatu kepercayaan dan nilai yang menjadi falsafah utama yang dipegang teguh oleh anggota organisasi dalam menjalankan atau mengoperasionalkan kegiatan organisasi”. nawawi (2003:283) yang dikutip dari schemerhom, hurn, dan osborn, mengatakan “budaya organisasi adalah suatu sistem penyebaran keyakinan dan nilai yang dikembangkan dalam suatu organisasi sebagai pedoman perilaku anggotanya”. moorhead dan ricky (1999:513) memberikan definisi budaya organisasi sebagai, “the set of values that helps the organization’s employees understand which actions are considered acceptable and which unacceptable”. budaya organisasi merupakan kumpulan nilai yang membantu anggota organisasi memahami tindakan yang dapat diterima dan mana yang tidak dapat diterima dalam organisasi. nilai tersebut biasanya dikomunikasikan melalui cerita atau simbol lain yang mempunyai arti tertentu bagi organisasi. triguno (2000:184) menyatakan “budaya organisasi adalah campuran nilai kepercayaan dan norma yang ditetapkan sebagai pola perilaku dalam suatu organisasi”. dari berbagai definisi budaya organisasi yang telah dikemukakan, dapat ditarik simpulan bahwa budaya perusahaan adalah sistem nilai yang diyakini oleh semua anggota perusahaan dan yang dipelajari, diterapkan, serta dikembangkan secara berkesinambungan, berfungsi sebagai sistem perekat, dan dapat dijadikan acuan berperilaku dalam perusahaan untuk mencapai tujuan perusahaan yang telah ditetapkan. analisis hubungan peranan… (rindang widuri; asteria paramita) 129 karakteristik budaya organisasi menurut stephen p. robbins yang dikutip oleh arasy (2002:139), suatu budaya organisasi akan berdampak pada kinerja diawali dari input organisasi yang meliputi inovasi dan pengembangan risiko, perhatian ke rincian, orientasi hasil, orientasi orang, orientasi tim, keagresifan, dan kemantapan yang kemudian dipersepsikan sebagai budaya organisasi yang akan menjadi sebuah kekuatan yang tinggi atau rendah yang berdampak pada tingkat kinerja dan kepuasan karyawan. kepuasan kerja berupaya mengukur respons efektif terhadap lingkungan kerja. kepuasan kerja berhubungan dengan bagaimana perasaan pegawai, seperti praktik imbalan yang diberikan oleh organisasi. pentingnya budaya organisasi menurut lowney (2005:341), hasil riset yang diselenggarakan oleh para konsultan manajemen mckinsey & co, untuk melancarkan strategi membantu perusahaan menarik dan mempertahankan para karyawan berbakat yang langka, mckinsey bertanya kepada para eksekutif puncak, apa yang telah memotivasi para karyawan mereka yang paling berbakat. berikut ini adalah ringkasan di antara 200 eksekutif puncak mengenai peringkat faktor yang mutlak essensial untuk memotivasi karyawan berbakat. tabel 1 peringkat faktor untuk memotivasi karyawan nilai-nilai budaya 58% kebebasan otonomi 56% tugas mengandung tantangan 51% pengelolaan yang baik 50% kompensasi yang tinggi 23% misi yang mengilhami 16% sumber: lowney (2005:341) hasil riset menunjukkan bahwa nilai dalam budaya organisasi sangat mempengaruhi motivasi para anggota dalam bekerja. supaya seseorang dapat menjalankan fungsinya secara efektif dalam suatu organisasi, seseorang perlu tahu bagaimana mengerjakan atau harus mengerjakan sesuatu, termasuk bagaimana berperilaku sebagai anggota organisasi, khususnya dalam lingkungan organisasinya. dengan adanya budaya organisasi yang jelas maka seseorang dapat mengerti aturan main yang harus dijalankan, baik dalam mengerjakan tugasnya, maupun dalam berinteraksi dengan sesama anggota dalam organisasi. ketidakraguan dalam menjalani hal ini akan membawa peneguhan bagi seseorang, yang membuatnya mengerti apa yang harus dan tidak boleh dilakukan. budaya akan meningkatkan komitmen organisasi dan journal the winners, vol. 8 no. 2, september 2007: 126-138 130 meningkatkan konsistensi dari perilaku karyawan. dari sudut pandang karyawan, budaya memberitahu mereka bagaimana segala sesuatu dilakukan dan apa yang penting (gea, 2005:326). good corporate governance (gcg) menurut yppmi (2002:21), gcg adalah seperangkat peraturan yang mengatur hubungan antara pemegang saham, pengelola perusahaan, pihak kreditor, pemerintah, karyawan, serta pemegang kepentingan intern dan ekstern lainnya yang berkaitan dengan hak dan kewajiban mereka, atau dengan kata lain suatu sistem yang mengatur dan mengendalikan perusahaan. menurut aldrige (2005:2), the organization for economic cooperation and development (oecd) mendefinisikan corporate governance sebagai berikut: “corporate governance is the system by wich business corporations are directed and controlled. the corporate governance structure specifies the distribution rights and responsibilities among different participants in the corporation, such as the board, the mangers, shareholders and other stakeholders, and spell out rules and procedure for making decisions on corporate affairs. by doing this, it also provides the structure through which the company objectives are set, and the means of attaining those objectives and monitoring performance”. sesuai dengan definisi tersebut, menurut oecd corporate governance adalah sistem yang dipergunakan untuk mengarahkan dan mengendalikan kegiatan bisnis perusahaan. corporate governance mengatur pembagian tugas, hak, dan kewajiban mereka yang berkepentingan terhadap kehidupan perusahaan, termasuk pemegang saham, dewan pengurus, para manajer, dan semua anggota the stakeholders non-pemegang saham. dapat disimpulkan bahwa gcg adalah seperangkat peraturan yang mengatur hubungan antara pemegang saham, pengelola perusahaan, pihak kreditor, pemerintah, karyawan, serta pemegang kepentingan intern dan ekstern lainnya yang berkaitan dengan hak dan kewajiban mereka, atau dengan kata lain suatu sistem yang mengatur dan mengendalikan perusahaan untuk mencapai kinerja bisnis yang optimal. menurut moeljono (2005:19), ada lima karakteristik gcg. pertama, transparansi, yaitu keterbukaan dalam melaksanakan proses pengambilan keputusan dan keterbukaan dalam mengungkapkan informasi material dan relevan mengenai perusahaan. kedua, kemandirian, yaitu keadaan tempat perusahaan dikelola secara profesional, tanpa benturan kepentingan dan pengaruh atau tekanan pihak mana pun yang tidak sesuai dengan peraturan perundang-undangan dan prinsip korporasi yang sehat. ketiga, akuntabilitas, yaitu kejelasan fungsi, pelaksanaan, dan pertanggungjawaban organ sehingga pengelolaan perusahaan terlaksana secara efektif. keempat, pertanggungjawaban, yaitu kesesuaian dalam pengelolaan perusahaan terhadap peraturan analisis hubungan peranan… (rindang widuri; asteria paramita) 131 perundang-undangan dan prinsip korporasi yang sehat. kelima, kewajaran, yaitu kesesuaian dalam pengelolaan perusahaan terhadap peraturan perundang-undangan dan prinsip korporasi yang sehat. moeljono (2005:10) menyatakan bahwa budaya perusahaan menjadi inti empat konteks, yaitu gcg, manajemen, corporate sosial responsibilities, dan etika bisnis. dikemukakan demikian karena perusahaan yang unggul dan terpuji biasanya memiliki ciri empat keunggulan tersebut. pertama, manajemennya unggul sehingga perusahaan dapat mengkreasikan kinerja yang tinggi dan laba usaha yang optimal. kedua, proses manajemen yang unggul dijaga oleh parktik gcg yang terdiri atas lima aspek pokok, yakni transparansi, independensi, akuntabilitas, responsibilitas, dan keadilan. good corporate governace merupakan prasyarat kualitas pengelolaan korporasi yang diisyaratkan dalam persaingan global. korporasi yang melaksanakan gcg memperoleh akseptansi yang lebih tinggi. korporasi yang menjunjung tinggi tanggung jawab sosial akan memperoleh citra kelembagaan yang positif. praktik itu sebenarnya digerakan oleh nilai perusahaan yang mengatakan bahwa tanggung jawab sosial bukanlah tugas, melainkan “bagian dari kehidupan korporasi”. akhirnya, korporasi yang berbisnis dengan melandaskan diri pada etika adalah korporasi yang mempunyai akseptansi yang tinggi, baik dalam lingkungan bisnis, sosial, maupun politik. menurut moeljono (2005:74-75), budaya perusahaan merupakan sisi dalam atau sisi nilai dari pengelolaan korporasi, atau menjadi bagian hulu dari gcg dengan muatannya yang fokus pada basic value dari pengelolaan korporasi yang kemudian ditentukan melalui sistem. corporate governance memberikan perhatian pada bentuk fisik dan perilaku dari suatu perusahaan. bentuk itu dapat dikembangkan melalui peningkatan kemampuan (skill) dan peningkatan pengetahuan (knowledge). sementara itu, budaya perusahaan memberikan konsentrasi pada bentuk sikap. bentuk sikap itu merupakan kepribadian individu dalam perusahaan sehingga kumpulan sikap dan interaksi kepribadian antar individu dalam perusahaan akan memunculkan karaktek perusahaan dalam dirinya. tanpa itu, perusahaan ibarat sebuah wadah tanpa nyawa. perusahaan yang besar, kuat, dan hidup beratus tahun sambil tetap menjadi idola dan pujaan adalah perusahaan yang kompeten yang menggerakkan seluruh bagian tubuhnya atas perintah dari dalam tubuhnya. penggerak itu adalah budaya perusahaan sehingga dapat dikatakan bahwa budaya perusahaan merupakan inti dari gcg. journal the winners, vol. 8 no. 2, september 2007: 126-138 132 kerangka pemikiran teoritis gambar 1 kerangka pemikiran teoritis filosofi perusahaan berasal dari pendiri perusahaan. berbagai kebijakan yang dihasilkan perusahaan selalu didasari oleh filosofi perusahaan. hal itu terus berkembang sehingga secara tidak kasat mata terbentuk yang dinamakan dengan budaya perusahaan. tujuan budaya perusahaan nantinya akan menjadi tuntunan bagi peningkatan kinerja karyawan sehingga kinerja karyawan yang meningkat mampu menciptkan tata kelola perusahaan, khususnya tata kelola perusahaan yang baik. penelitian ini bermaksud untuk meneliti mengenai budaya perusahaan merupakan salah satu alat yang dapat digunakan oleh perusahaan agar perusahaan memiliki gcg. metode penelitian populasi dalam penelitian ini adalah karyawan dan staf pada pt aneka tambang, tbk. sejumlah 2460 karyawan yang diseleksi melalui tes cpns maupun seleksi khusus bagi tenaga ahli yang dibutuhkan. jumlah anggota sampel sering dinyatakan dengan ukuran sampel. sampel dalam penelitian ini berjumlah 100 orang. teknik pengambilan sampel dengan probability sampling, yaitu simple random sampling dan pengambilan sampel anggota populasi dilakukan secara acak tanpa memperhatikan strata yang ada dalam populasi. dalam penelitian ini, teknik analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji normalitas menggunakan uji liliefors, uji homegenitas dengan uji bartlett, dan uji regresi. instrumen penelitian yang digunakan dalam penelitian ini adalah berupa kuseioner yang terdiri dari 20 (dua puluh) pertanyaan mengenai peranan budaya perusahaan sebagai variabel terikat (x) dan 20 (dua puluh) pertanyaan mengenai penerapan gcg sebagai variabel bebas (y). alternatif jawaban dalam kuesioner digunakan skala likert untuk mengukur sikap, pendapat, dan persepsi. oleh karena itu, pilihan jawaban diberi angka atau nilai sebagai berikut: a. sangat setuju (skor 5), b. setuju (skor 4), c. kurang setuju (skor 3), d. tidak setuju (skor 2) dan e. sangat tidak setuju (skor 1). analisis hubungan peranan… (rindang widuri; asteria paramita) 133 pembahasan responden merupakan karyawan pt aneka tambang, tbk. dari keseluruhan populasi, yaitu 2460 karyawan, dipilih 100 responden sebagai sampel penelitian untuk mengisi kuesioner. kuesioner yang terkumpul sebanyak 87 kuesioner. berikut adalah karakteristik responden dari segi jenis kelamin, usia, pendidikan, dan lama bekerja. tabel 2 karakteristik responden jumlah %tase jenis kelamin : • pria • wanita 58 29 67% 33% usia : • < 20 tahun • 20 – 30 tahun • 30 – 40 tahun • > 40 tahun 0 12 7 68 0% 14% 8% 78% pendidikan : • sma / sederajat • diploma • s1 • s2 0 13 41 33 0% 15% 47% 38% lama bekerja : • < 1 tahun • 1 – 2 tahun • 3 5 tahun • > 5 tahun 10 0 3 74 11% 0% 3% 85% berdasarkan tabel 2, dilihat, bahwa mayoritas responden adalah berjenis kelamin laki-laki (67%), dari sisi usia, mayoritas responden berusia berusia diatas 40 tahun (78%), sedangkan tingkat pendidikan responden mayoritas strata 1 (47%), dengan lama bekerja mayoritas diatas 5 tahun (85%). sebelum dilakukan uji hipotesis lebih lanjut, instrumen penelitian ini telah melalui uji validitas dan uji reliabilitas (cronbach alpha). dari uji validitas diperoleh bahwa nilai r (corrected item-total correlation) untuk semua butir pertanyaan memperoleh hasil > 0,3 yang berarti seluruh butir pertanyaan tersebut valid sedangkan berdasarkan uji reliabilitas (cronbach alpha), diperoleh hasil 0,980 yang berarti instrumen penelitian lulus uji reliabilitas. berdasarkan instrumen penelitian yang menggunakan skala lima diperoleh rentang teoritis antara 20 – 100. rentang skor empiris diperoleh dari skor minimal 60 dan skor maksimal 99, dengan rentang skor sebesar 39. nilai rata – rata 84,38. median dengan nilai 87, modus dengan nilai 87, varians dengan hasil 89,447 dan standar deviasi sebesar 9,458. berikut tabel distribusi frekuensi untuk variabel budaya perusahaan (x). journal the winners, vol. 8 no. 2, september 2007: 126-138 134 tabel 3 tabel distribusi frekuensi penerapan budaya perusahaan (x) tabel 3 menunjukan bahwa 8,05% dari responden merasa tidak setuju pada penerapan budaya perusahaan (nilai tersebut diperoleh dari persentase frekuensi relatif kelas interval pertama diakumulasikan dengan presentase frekuensi relatif kelas interval kedua), 28,73 % dari responden merasa kurang setuju pada penerapan budaya perusahaan (nilai tersebut diperoleh dari persentase frekuensi relatif kelas ketiga diakumulasikan dengan presentase frekuensi relatif kelas interval ke-empat), 63,22% dari responden merasa setuju pada penerapan budaya perusahaan (nilai tersebut diperoleh dari persentase frekuensi relatif kelas kelima diakumulasikan dengan presentase frekuensi relatif kelas keenam dan presentase frekuensi relatif kelas ketujuh). sebelum dilakukan uji hipotesis lebih lanjut, instrumen penelitian ini telah melalui uji validitas dan uji reliabilitas (cronbach alpha). dari uji validitas diperoleh bahwa nilai r (corrected item-total correlation) untuk semua butir pertanyaan memperoleh hasil > 0,3 yang berarti seluruh butir pertanyaan tersebut valid sedangkan berdasarkan uji reliabilitas (cronbach alpha) diperoleh hasil 0,979 yang berarti instrumen penelitian lulus uji reliabilitas. dari instrumen yang dilakukan dengan skala lima diperoleh rentang teoritis antara 18 – 90. rentang skor empiris diperoleh skor minimal 62 dan skor maksimal 89, dengan rentang skor sebesar 27. nilai rata – rata 76,56 . median dengan nilai 78, modus dengan nilai 83, varians dengan hasil 41,412 dan standar deviasi sebesar 6,43. berikut tabel distribusi frekuensi untuk kinerja user. no. urut kelas interval frekuensi batas bawah batas atas absolut relatif kumulatif 1 60 – 65 59.5 65.5 5 5.75 5.75 2 66 – 71 65.5 71.5 2 2.30 8.05 3 72 77 71.5 77.5 11 12.64 20.69 4 78 – 83 77.5 83.5 14 16.09 36.78 5 84 89 83.5 89.5 21 24.14 60.92 6 90 95 89.5 95.5 28 32.18 93.10 7 96 – 101 95.5 101.5 6 6.90 100.00 total 87 100.00 analisis hubungan peranan… (rindang widuri; asteria paramita) 135 tabel 4 tabel distribusi frekuensi penerapan gcg (y) no. urut kelas interval frekuensi batas bawah batas atas absolut relatif kumulatif 1 62 – 65 61.5 65.5 4 4.60 4.60 2 66 – 69 65.5 69.5 7 8.05 12.64 3 70 – 73 69.5 73.5 17 19.54 32.18 4 74 – 77 73.5 77.5 15 17.24 49.43 5 78 – 81 77.5 81.5 19 21.84 71.26 6 82 – 85 81.5 85.5 21 24.14 95.40 7 86 – 89 85.5 89.5 4 4.60 100.00 total 87 100.00 tabel 4 menunjukan bahwa 12,11% dari responden merasa tidak setuju pada penerapan gcg (nilai tersebut diperoleh dari persentase frekuensi relatif kelas interval pertama diakumulasikan dengan presentase frekuensi relatif kelas interval), 36,7% dari responden merasa kurang setuju pada penerapan gcg (nilai tersebut diperoleh dari persentase frekuensi relatif kelas k-tiga diakumulasikan dengan presentase frekuensi relatif kelas ke empat), dan 50,58% dari responden merasa setuju pada penerapan gcg (nilai tersebut diperoleh dari persentase frekuensi relatif kelas ke lima diakumulasikan dengan presentase frekuensi relatif kelas ke enam dan ke tujuh). uji persyaratan analisis merupakan suatu syarat yang harus dipenuhi agar analisis regresi dapat dilakukan, baik untuk kepentingan prediksi maupun untuk pengujian hipotesis. tiga syarat yang harus dipenuhi sebelum melakukan analisis regresi, baik regresi linier sederhana maupun regresi ganda, yaitu (1) uji normalitas dengan galat taksiran (y – ŷ) dari suatu regresi sederhana, (2) uji homogenitas varians kelompok kelompok skor y yang dikelompokkan berdasarkan kesamaan data variabel predictor (x), dan (3) uji linieritas bentuk regresi y atas x untuk regresi sederhana. berdasarkan ketiga persyaratan tersebut terdapat dua persyaratan yang disajikan pengujiannya, yaitu pertama, uji persyaratan normalitas galat taksiran regresi y atas x dengan asumsi bahwa distribusi populasi yang normal tercermin dari distribusi sampel yang normal juga. pengujian itu dilakukan karena pengujian hipotesis mensyaratkan bahwa sampel berasal dari populasi yang berdistribusi normal. kedua, uji persyaratan homogenitas varians kelompok skor y berdasarkan kesamaan data x sedang uji kelinearan bentuk regresi sederhana y atas x akan diuji pada bagian pengujian hipotesis penelitian. uji persyaratan homogenitas yang mengasumsikan bahwa skor variabel terikat (y) yang berpasangan dengan setiap skor variabel bebas (x) memiliki varians yang homogen. berdasarkan hasil pengujian normalitas diperoleh simpulan bahwa data berdistribusi normal dengan tingkat signifikan pada 1% sedangkan hasil pengujian homogenitas, diperoleh simpulan bahwa data bersifat homogen. journal the winners, vol. 8 no. 2, september 2007: 126-138 136 pengujian hipotesis bertujuan menjawab hipotesis secara empiris. hipotesis yang dimaksud adalah asumsi atau simpulan sementara yang sudah dirumuskan pada landasan teori mengenai hipotesis penelitian, yaitu “terdapat hubungan antara budaya perusahaan (x) dengan gcg (y)”. yang berarti hipotesis nol diterima. berdasarkan hasil perhitungan diperoleh hubungan antara peranan budaya perusahaan dengan penerapan gcg yang dinyatakan oleh persamaan regresi ŷ = 60,1 + 0,195x. berdasarkan pada tabel pengujian signifikansi dan pengujian linearitas persamaan regresi tersebut, disimpulkan bahwa persamaan regresi ŷ = 60,1 + 0,195 x adalah siginifikan dan linear. persamaan regresi tersebut memberi arti bahwa setiap peningkatan satu satuan skor budaya perusahaan akan diikuti kenaikan skor gcg sebesar 0,195 pada konstanta 60,1. hasil perhitungan kekuatan hubungan antara budaya perusahaan (x) dengan gcg (y) ditunjukkan koefisien korelasinya = 0,606. hal itu menunjukkan adanya hubungan yang kuat antara budaya perusahaan dengan gcg. tabel 5 uji signifikansi koefisien hubungan antara peranan budaya perusahaan (x) dengan penerapan gcg (y) model ŷ = 60,1 + 0,195 x keterangan y = penerapan gcg a = konstanta b = koefisien estimasi x = peranan budaya perusahaan variabel bebas koefisien signifikansi (t hitung) peranan budaya perusahaan 0,195 7,02 (signifikan pada tingkat 1%) n = 87; r2 = 0,367 dari hasil penghitungan uji signifikansi koefisien hubungan tersebut thitung = 7,0188 lebih besar dari ttabel = 2,374. dengan demikian, dapat disimpulkan bahwa koefisien hubungan antara budaya perusahaan (x) dengan gcg (y) sebesar 0,606 adalah signifikan. hal itu berarti terdapat hubungan antara budaya perusahaan (x) dengan gcg (y). hasil koefisien determinasinya r² = 0,367 atau 36,7%. hal itu berarti bahwa budaya perusahaan mempengaruhi gcg sebesar 36,7%. penelitian ini telah dipersiapkan semaksimal mungkin dengan melakukan perencanaan terlebih dahulu. setiap butir pernyataan dalam kuesioner telah melalui tahap uji validitas dan uji reliabilitas, namun masih terdapat kelemahan dalam kuesioner tersebut terutama pada situasi responden dalam mengisi kuesioner tersebut. penelitian ini menggunakan skala likert yang terdiri lima pilihan pada setiap butir pernyataannya. butir pernyataan itu memiliki keterbatasan dan kelemahan karena masih memberi kesempatan kepada responden dalam menilai pernyataan yang ada analisis hubungan peranan… (rindang widuri; asteria paramita) 137 dengan tidak menggambarkan keadaan yang sebenarnya sebagaimana dialami oleh responden sendiri. pengumpulan data dilakukan secara survei sehingga kualitas data di luar kendali peneliti, tergantung dari kondisi responden dan faktor situasional lain. penutup hal yang menjadi budaya di pt aneka tambang, tbk., yaitu inovasi dan bertindak berisiko, perhatian secara terinci, orientasi hasil, orientasi individu, orientasi kelompok, agresivitas, dan stabilitas. hal yang menjadi bagian terpenting dalam gcg di pt aneka tambang, tbk., yaitu transparansi, akuntabilitas, tanggung jawab, kemandirian, dan keadilan. dari hasil analisis regresi linear sederhana dan hubungan sederhana, dapat disimpulkan bahwa terdapat hubungan yang kuat antara peranan budaya perusahaan (x) dengan penerapan gcg (y) sehingga hipotesis korelasi (ho) diterima, yaitu terdapat hubungan peranan budaya perusahaan (x) dengan penerapan gcg (y). angka hubungan antara budaya perusahaan (x) dengan gcg (y) menghasilkan angka 0,606. hal itu menunjukkan hubungan yang kuat antara budaya perusahaan (x) dengan penerapan gcg (y). kekuatan tersebut didapat berdasarkan hasil pengujian signifikasi korelasi sebesar t hitung = 0,70188 > t tabel = 2,374 adalah signifikan. hal itu menunjukkan semakin baik budaya perusahaan (x), semakin baik gcg (y). koefisien determinasi (r2) sebesar 0,367 atau 36,7% yang merupakan pengkuadaratan dari r atau koefisien korelasi sebesar 0,606. dan 36,7% dari variasi yang terjadi dalam gcg (y) dapat dijelaskan oleh variabel budaya perusahaan (x) melalui persamaan regresi ŷ = 60,1 + 0,195 x atau dapat diartikan bahwa budaya perusahaan (x) memberikan kontribusi sebesar 36,7% terhadap gcg (y) sementara 63,3% (100% 36,7%) dipengaruhi oleh faktor lain. pada uji signifikan (t hitung), menunjukkan angka 7,0188 > dari statistik tabel (t tabel) sebesar 2,374 dengan tingkat signifikansi 0,01 (1%). hal itu berarti penerimaan terhadap h0 dan penolakan h1 atau koefisien regresi signifikan atau variabel budaya perusahaan (x) berpengaruh pada gcg (y). manfaat pelaksanaan gcg bagi pt aneka tambang, tbk., yaitu dapat meningkatkan shareholder value, mendapatkan dan menjaga kepercayaan investor dan kreditor, dapat menarik investor dari luar, memperoleh citra yang baik, dan menciptakan iklim yang sehat. pt aneka tambang, tbk. masih dapat meningkatkan penerapan budaya perusahaan guna lebih meningkatkan gcg dengan mempelajari pengaruh lain terhadap pelaksanaan gcg yang sebesar 63,3%. pt aneka tambang, tbk. perlu menginternalisasikan budaya yang ada, seperti orientasi individu dan orientasi kelompok serta mempertahankan orientsi hasil agar pelaksanaan gcg dapat tetap dipertahankan. implementasi penelitian ini untuk perusahaan lain ada kemungkinan terjadi perbedaan. journal the winners, vol. 8 no. 2, september 2007: 126-138 138 daftar pustaka aldridge, j.e. 2005. good corporate governance: tata kelola yang sehat. edisi 1. alih bahasa sutojo, s. jakarta: penerbit damar mulia pustaka. arasy, a. 2002. “pengaruh budaya pimpinan, budaya individu, dan budaya organisasi terhadap kreativitas kerja karyawan,” jurnal ekonomi, vol.2 no.3, 127-158. gea, a.a. 2005. character building iv relasi dengan dunia: alam, iptek, dan kerja. jakarta: pt alex media komputindo. lowney, c. 2005. heroic leadership: praktik terbaik sebuah perusahaan berumur 450 tahun yang mengubah dunia. alih bahasa rusli, r.a. jakarta: penerbit gramedia. moeljono, d. 2005. good corporate culture sebagai inti dari good corporate governance. jakarta: penerbit elex komputindo. moorhead, g. and w.g. ricky. 1999. human resources management. 7th ed. new york: prentice hall, inc. nawawi, h. 2003. kepemimpinan mengefektifkan organisasi. yogyakarta: gajah mada press. triguno. 2000. budaya kerja. jakarta: penerbit golden trayon press. yppmi. 2002. the essence of good corporate governance: konsep dan implementasi perusahaan publik dan korporasi. jakarta: penerbit yayasan pendidikan pasar modal indonesia. microsoft word 04_ariefah r..doc upaya menjaga akuntabilitas… (ariefah rachmawati) 155 upaya menjaga akuntabilitas pertukaran data dengan teknologi informasi multiprotocol label switching ariefah rachmawati1 abstract data communication network, part of the information technology, becomes so important in communicating information and transferring data. most companies in the world, including companies operating in indonesia, have used data communication networking technology for their day-to-day operation. however, transferring data through network has some security problems. therefore, accountants should be familiar with and have knowledge about it in order to ensure high quality work that they provide. based on ietf – internet engineering task force a (rfc (request for comment)-3031), it is stailea that information technology used to communicate and transfer information as well as data should be efficient and safe. multiprotocols label switching (mpls) is a new technology used in virtual private network is one of the solutions in making data transfer efficient and safe. keywords: efficiency, accountability, multiprotocol label switching abstrak jaringan komunikasi data, sebagai bagian teknologi informasi, menjadi hal penting dalam komunikasi informasi dan transfer data. kebanyakan perusahaan di dunia, termasuk perusahaan yang beroperasi di indonesia, telah menggunakan jaringan teknologi komunikasi data dalam kegiatan perusahaan. meskipun demikian, transfer data melalui jaringan menghadapi kendala keamanan. oleh karena itu, para akuntan harus mengenali dan memiliki pengetahuan mengenai hal tersebut untuk menjamin kualitas kerja yang disediakan. berdasarkan ietf – internet engineering task force (rfc (request for comment)-3031), dinyatakan bahwa teknologi informasi yang digunakan untuk berkomunikasi dan mentransfer informasi dan data harus efisien dan aman. multiprotocols label switching (mpls) adalah teknologi baru yang digunakan dalam jaringan pribadi maya yang dapat digunakan sebagai salah satu solusi untuk mentransfer data sehingga dapat efisien dan aman. kata kunci: efisiensi, akuntabilitas, multiprotocol label switching 1 jurusan akuntansi, fakultas ekonomi, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, ariefahr@binus.edu journal the winners, vol. 8 no. 2, september 2007: 155-164 156 pendahuluan pada era informasi sekarang ini, penerapan teknologi informasi telah banyak dilakukan oleh perusahaan sebagai media pendukung kinerja kegiatan operasional maupun non-operasional perusahaan. bagi perusahaan berskala kecil yang sangat sederhana dan tidak memiliki kantor cabang, mungkin membutuhkan teknologi informasi yang tidak memerlukan aplikasi jaringan. akan tetapi, bagi perusahaan yang berskala besar dan memiliki satu atau lebih kantor dibutuhkan proses komunikasi data yang andal sebagai media komunikasi antara kantor yang satu dengan kantor yang lain dan juga antara klien dan partner bisnis. saat ini yang menjadi pertimbangan bagi perusahaan untuk melakukan pertukaran data adalah harus efisien, cepat, dan aman. untuk itu, perusahaan harus dapat mempertimbangkan teknologi yang dapat diterapkan di dalam organisasinya. teknologi mpls menawarkan solusi terbaiknya untuk memenuhi kebutuhan perusahaan dalam hal pertukaran data. untuk dapat memenuhi kebutuhan komunikasi data tersebut, dapat dilakukan dengan menerapkan teknologi networking. salah satu teknologi yang dapat diterapkan, antara lain dengan membangun jaringan virtual private network (vpn). saat ini, terdapat teknologi pengembangan layanan vpn, yaitu teknologi multiprotocol label switching (mpls). mpls adalah arsitektur network yang didefinisikan oleh internet engineering task force (ietf) dan mpls memberikan efisiensi routing, forwarding, dan switching dari alur trafik dalam jaringan. mpls merupakan solusi untuk berbagai permasalahan yang ada pada jaringan komputer saat ini, yaitu kecepatan, skalabilitas, quality-of-service (qos) management, dan traffic engineering (rekayasa trafik). dengan keandalan yang dimilikinya, kini layanan vpn berbasiskan mpls mulai populer di banyak negara termasuk eropa, asia, dan amerika. di indonesia sendiri sudah ada beberapa penyedia jasa yang berencana untuk menjual layanan dan bahkan ada pula yang telah menjual layanan vpn berbasis mpls ini. tujuan penelitian untuk membuktikan bahwa keandalan layanan vpn dengan teknologi mpls ini dapat memenuhi konsep akuntabilitas dengan tipe arsitekturnya dan model implementasinya, yaitu pada access network dan core network sehingga teknologi ini benar-benar dapat diterapkan untuk layanan yang sifatnya multiservices. metode penelitian adapun metode dalam pengumpulan data yang ditempuh adalah sebagai berikut. pertama, penelitian kepustakaan (library research). dalam penelitian ini, dipelajari dan dibaca berbagai buku literatur sebagai sumber naratif dan dokumen lain yang upaya menjaga akuntabilitas… (ariefah rachmawati) 157 berhubungan dengan masalah akuntabilitas dengan teknologi informasi berupa multiprotocol label switching (mpls). kedua, penelitian lapangan (field research). penelitian ini didasarkan atas penelitian langsung pada objek yang dituju guna mendapatkan data yang nyata. adapun teknik penelitian lapangan adalah sebagai berikut: metode observasi, yaitu melakukan penelitian dengan tindakan mengamati, melihat, dan mencatat kejadian tersebut terjadi dalam perusahaan; metode wawancara, yaitu melakukan penelitian dengan mewawancarai pejabat yang berwenang lainnya untuk memberikan informasi. tahapan penelitian yang dilakukan mengidentifikasi dan membandingkan teknologi mpls yang diterapkan dalam vpn menemukan kelebihan yang terdapat dalam teknologi mpls-vpn yang dapat menjaga akuntabilitas data menentukan teknologi mpls-vpn dapat diterapkan dalam layanan jasa komunikasi data menetapkan teknologi mpls-vpn sebagai teknologi informasi terkini gambar 1 tahapan penelitian teknologi informasi multiprotocol label switching tinjauan pustaka undang-undang bank indonesia no. 23/1999 menuntut adanya akuntabilitas dan transparansi dalam setiap pelaksanaan tugas, wewenang, dan anggaran bank indonesia. akuntabilitas dan transparansi yang dituntut dari bank indonesia tersebut dimaksudkan agar semua pihak yang berkepentingan dapat ikut melakukan pengawasan terhadap setiap langkah kebijakan yang ditempuh oleh bank indonesia. dari segi pelaksanaan tugas dan wewenang, prinsip akuntabilitas dan transparansi diterapkan dengan cara menyampaikan informasi kepada masyarakat luas secara terbuka melalui media massa, pada setiap awal tahun, mengenai evaluasi pelaksanaan kebijakan moneter pada tahun sebelumnya, serta rencana kebijakan moneter dan penetapan sasaran moneter untuk tahun yang akan datang. informasi tersebut juga disampaikan secara tertulis kepada presiden dan dpr. virtual private network adalah jaringan data pribadi yang menggunakan infrastruktur telekomunikasi publik. vpn berbeda dengan sistem penyewaan atau leased line yang hanya dapat digunakan oleh satu perusahaan. tujuan utama vpn adalah memberikan layanan sewa yang mempunyai kapabilitas yang sama dengan jalur sewa journal the winners, vol. 8 no. 2, september 2007: 155-164 158 pribadi dengan biaya yang lebih murah menggunakan infrastruktur publik bersama. secara umum, layanan yang ditawarkan vpn dibagi dua (anonymous, 2006). pertama, overlay model. pada model ini, penyedia jasa (service provider) menyediakan koneksi virtual antara situs. hubungan pada jaringan penyedia jasa menggunakan koneksi pointto-point. routing yang terjadi pada jaringan pelanggan terlihat jelas oleh jaringan penyedia jasa. penyedia jasa bertanggung jawab penuh atas tranportasi data antara situs pelanggan. kedua, peer model. pada model ini, penyedia jasa berpartisipasi pada layer routing dari pelanggan. jaringan penyedia dan pelanggan menggunakan protokol yang sama. menurut pendapat wastuwibowo (2003:7), mpls merupakan teknologi baru dalam arsitektur jaringan yang distandarisasikan oleh internet engineering task force (ietf). ietf membentuk kelompok kerja mpls pada tahun 1997 untuk mengembangkan metode umum yang distandarkan. tujuan kelompok kerja mpls untuk menstandarkan protokol yang menggunakan teknik pengiriman label swapping (pertukaran label). mpls merupakan salah satu bentuk konvergensi vertikal dalam topologi jaringan. mpls tidak menggantikan peran routing ip tetapi dapat bekerja bersamaan dengan teknologi routing yang sekarang dan yang akan datang untuk memberikan pengiriman data yang sangat cepat. jaringan mpls terdiri dari jalur yang disebut label-switched path (lsp) yang menghubungkan titik-titik yang disebut label-switched router (lsr). lsr pertama disebut ingress dan lsr yang terakhir disebut egress. setiap lsr dikaitkan dengan sebuah forwarding equivalence class (fec) yang merupakan kumpulan paket yang menerima perlakukan forwarding yang sama di sebuah lsr. fec diidentifikasikan dengan pemasangan label. pertama, mpls operation. jaringan mpls terdiri dari rangkaian node-node yang dapata men-switch dan men-route berdasarkan label yang dipasang pada setiap paket. kedua, qos support adalah kemampuan dalam menjamin pengiriman arus data penting. ketiga, traffic engineering adalah kemampuan dalam merencanakan secara dinamis komitmen sumber daya berdasarkan permintaan yang telah diketahui, menentukan rute secara dinamis, serta mengoptimalkan penggunaan jaringan. keempat, vpn support. mpls memberikan mekanisme yang efektif untuk mendukung vpn. teknologi mpls memberikan kemampuan untuk memisah-misahkan lalu lintas dari berbagai vpn. selain itu, dengan dibuatnya tunnel (saluran atau terowongan) akan terbentuk topologi virtual. kelima, multi protocol support. mpls dapat digunakan pada banyak teknologi pembuatan jaringan. mpls memungkinkan router dapat bekerja bersama dengan router-router biasa. mpls dirancang untuk bekerja dalam jaringan atm dan frame-relay. mpls memungkinkan switch atm dan framerelay juga dapat bekerja dengan switch yang biasa. upaya menjaga akuntabilitas… (ariefah rachmawati) 159 pembahasan dengan berbagai kelebihan yang dimilikinya, teknologi mpls menjadi andalan baru bagi perusahaan yang sangat membutuhkan layanan komunikasi data yang aman, cepat, andal, dan murah. untuk sebuah organisasi yang bergerak dalam layanan jasa komunikasi data, dapat menerapkan vpn berbasis teknologi mpls dalam mendukung kegiatan operasionalnya dan juga sebagai salah satu jasa yang ditawarkan dengan nama vpn multi service. gagasan virtual private network (vpn) atau jaringan swasta maya cukup sederhana. agar jaringan pribadi yang terdistribusi dapat saling berkomunikasi secara aman melalui jaringan umum seperti internet, dibutuhkan pengamanan data terhadap pencurian. sebuah sistem vpn mengatasi masalah ini dengan menciptakan suatu jaringan pribadi virtual (virtual private network) sehingga remote user (pengguna jarak jauh) yang menjadi anggota jaringan pribadi virtual tersebut dapat berkomunikasi secara bebas dan aman melalui jaringan umum. dengan kata lain, vpn adalah suatu jaringan pribadi yang memanfaatkan infrakstruktur jaringan publik (internet). vpn hanya dapat digunakan oleh satu organisasi tertentu. saat ini terdapat tiga jenis vpn, yaitu vpn akses, vpn intranet, dan vpn ekstranet. masing-masing jenis vpn ini memenuhi berbagai kebutuhan bisnis. untuk keamanan vpn harus ada otorisasi pengguna, otentikasi, dan enkripsi data. otentikasi awal digunakan untuk memverifikasi pengguna/router dan mengijinkan dilakukan tindakan tertentu serta menolak tindakan yang lain. tunneling vpn biasanya dapat memberikan perlindungan yang cukup tetapi ada beberapa lalu lintas yang memerlukan enkripsi ipsec adalah standar ietf (internet engineering task force) yang memberikan enkripsi 56/128/256-bit. manejer usaha atau penyedia layanan biasanya bertanggung jawab dalam pengelolaan layanan vpn. mereka menerapkan keamanan dan qos di seluruh jaringan. mereka juga mengelola autentikasi, otorisasi, dan akunting sistemnya. mpls merupakan arsitektur jaringan yang didefinisikan oleh internet engineering task force (ietf) untuk memadukan mekanisme label swapping di layer dua dengan routing di layer tiga untuk mempercepat pengiriman paket. arsitektur mpls didefinisikan dalam rfc-3031 (rosen 2001). gambar 2 arsitektur mpls (rfc-3031, rosen 2001) journal the winners, vol. 8 no. 2, september 2007: 155-164 160 untuk membangun jaringan lengkap dengan implementasi qos dari ujung ke ujung, diperlukan penggabungan dua teknologi, yaitu implementasi qos di access network dan qos di core network. seperti telah dipaparkan, qos di core network akan tercapai secara optimal menggunakan teknologi mpls. ada beberapa alternatif untuk implementasi qos di access network yang sangat tergantung pada jenis aplikasi yang digunakan pelanggan. gambar 3 diferensiasi layanan diffserv (rfc-2475) mpls memberikan mekanisme yang efektif untuk mendukung vpn. teknologi mpls memberikan kemampuan untuk memisah-misahkan lalu lintas dari berbagai vpn. selain itu, dengan dibuatnya tunnel (saluran atau terowongan), akan terbentuk topologi virtual. satu lagi keuntungan dari mpls sebagai teknologi tunnel vpn adalah traffic engineering mpls dapat memberikan sumber daya kepada lsr. keamanan tunnel vpn yang menggunakan mpls sama seperti yang diberikan oleh atm/frame-relay pvc. jaringan mpls terdiri dari rangkaian node yang dapat men-switch dan men-route berdasarkan label yang dipasang pada setiap paket. domain mpls terdiri dari serangkaian node mpls yang saling berhubungan. node itu disebut label switched router (lsr). label menentukan aliran paket diantara kedua end point (titik akhir). jalur khusus melalui jaringan lsr untuk setiap alirannya yang disebut forwarding equivalence class (fec) telah ditentukan. mpls adalah teknologi yang berorientasi sambungan. setiap fec memiliki karakterisasi lalu lintasnya yang menentukan persyaratan qos untuk aliran tersebut. karena lsr mengirim paket yang didasarkan pada nilai label, maka proses pengirimannya lebih sederhana daripada dengan router ip. upaya menjaga akuntabilitas… (ariefah rachmawati) 161 gambar 4 operasi mpls pada dasarnya, mpls muncul sebagai teknologi inti untuk next-generation networks (ngn), pada jaringan optik tertentu. mpls juga menyediakan fleksibilitas solusi vpn berdasarkan penggunaan tunnel lsr untuk enkapsulasi data vpn. salah satu fitur mpls adalah kemampuan membentuk tunnel atau virtual circuit yang melintasi network-nya. kemampuan itu membuat mpls berfungsi sebagai platform alami untuk membangun virtual private network (vpn). vpn yang dibangun dengan teknologi mpls sangat berbeda dengan vpn yang hanya dibangun berdasarkan teknologi ip yang hanya memanfaatkan enkripsi data. vpn yang dibangun dengan mpls lebih menyerupai virtual circuit dari frame relay atau atm, yang dibangun dengan membentuk isolasi trafik. dalam vpn-mpls, suatu vpn umumnya terdiri dari kumpulan situs yang terkoneksi dengan jaringan inti penyedia jasa mpls. vpn berbasis mpls dibuat pada layer 3 dan didasari dari model peer dan dapat menjadikannya lebih scalable dan lebih mudah untuk dikembangkan dan dikendalikan daripada vpn konvensional. terdapat nilai tambah dalam layanan vpn-mpls, seperti aplikasi dan data hosting, network commerce, dan layanan telepon dapat dengan mudah dicapai dan disebarkan ke vpn-mpls tertentu karena jaringan backbone penyedia jasa mengakui setiap vpn-mpls sebagai jaringan ip yang aman dan connectionless. model vpn-mpls merupakan model vpn peer yang dapat melaksanakan pemisahan trafik dengan memberikan vpn route forwarding table (vrfs) yang unik kepada setiap pengguna vpn. dengan itu pengguna pada vpn tertentu tidak dapat melihat trafik lain yang berada di luar vpn mereka. journal the winners, vol. 8 no. 2, september 2007: 155-164 162 para pelanggan mengharapkan data vpn tetap terjaga kerahasiaannya, termasuk topologi dan skema pengalamatan untuk jaringan mereka sama baiknya ketika data dibawa melalui vpn. mpls menyebabkan keuntungan keamanan ip serupa dengan layer 2 vcs. maksudnya adalah peralatan pelanggan yang terkoneksi ke vpn tidak perlu memerlukan ipsec atau perangkat lunak kriptografi lain. keamanan vpn mpls dapat dijelaskan sebagai berikut. pertama, pada titik mula router penyedia jasa, seluruh data untuk vpn diberikan label stak yang unik ke vpn tujuan. pemberian label ini untuk memastikan data dikirim hanya ke tujuan tersebut sehingga data tidak keluar dari lingkungan vpn. kedua, paket yang masuk ke jaringan penyedia jasa, baik yang dikirim tanpa menggunakan mpls maupun diberikan label stak yang berbeda sehingga malicious third-party tidak dapat memasukkan data ke dalam vpn dari luar jaringan penyedia jasa. ketiga, router penyedia jasa dapat menggunakan cryptographic algorithm md5 atau teknik yang serupa untuk mencegah label palsu yang masuk. ada dua kondisi ketika pelanggan membutuhkan penggunaan kriptografi, bahkan ketika menggunakan vpn mpls. keempat, jika data pelanggan dianggap cukup peka maka harus dicegah dari pengintaian (snooping), bahkan dari jaringan penyedia jasa, ipsec, atau teknik kriptografi yang serupa harus digunakan pada data vpn sebelum data tersebut masuk ke dalam jaringan penyedia jasa. dalam kasus ini, pelanggan bertanggung jawab atas mendistribusi kunci kriptografi. kelima, ketika vpn disediakan oleh lebih dari satu penyedia jasa, para penyedia jasa dapat memilih untuk menggunakan tunnel berbasis ipsec untuk membawa trafik vpn antara jaringan mereka pada jaringan ip publik jika koneksi mpls antara penyedia jasa tidak ada. dalam kasus ini, para penyedia jasa bertanggung jawab atas pendistribusian kunci kriptografi. untuk perusahaan yang bergerak dalam layanan jasa komunikasi data terbesar, harus selalu tanggap terhadap teknologi yang berkembang (up to date) dengan telah menerapkan teknologi mpls dalam produk layanan yang ditawarkan. layanan virtual private network multiservice (vpn multiservice) adalah layanan satu paket solusi komunikasi data yang memberikan layanan sampai ke end user berbasis ip menggunakan jaringan mpls (multi protocol label switch) yang aman untuk hubungan wide area network (wan). jaringan sharing mpls memadukan kemampuan label swapping dengan layer network routing untuk membentuk private network yang aman dan cepat dalam pengiriman paket informasi. dengan arsitektur jaringan tersebut menjadikan biaya jaringan lebih kompetitif sebagai alternatif solusi jaringan komunikasi wan private. sesuai dengan tujuan awalnya, mpls dikembangkan untuk mempercepat proses pengiriman data. mpls juga menyediakan fleksibilitas solusi vpn berdasarkan penggunaan tunnel lsr untuk enkapsulasi data vpn. frame relay merupakan koneksi point-to-point menggunakan permanent virtual circuit (pvc), yaitu saluran virtual yang dibuat secara manual menjadikan hubungan permanen antara pengirim dan penerima. oleh karena itu, apabila dalam suatu jaringan pengirim akan mengirim data ke penerima upaya menjaga akuntabilitas… (ariefah rachmawati) 163 namun koneksi antara keduanya belum terbina maka harus terlebih dahulu dibuat pvcnya. dan jelas saja pembuatan pvc baru ini membutuhkan waktu dan biaya yang tidak sedikit. seiring berkembangnya penelitian mengenai teknologi mpls dan penetapan standarisasi teknologi mpls oleh ietf, perusahaan yang bergerak dalam layanan jasa komunikasi data dapat memulai dengan menerapkan penggunaan teknologi mpls dalam layanan jasa yang ditawarkan. penggunaan teknologi mpls ini sebagai teknologi pendukung jaringan vpn yang dibangun. dibanding dengan teknologi frame relay, penggunaan teknologi mpls pada vpn memiliki beberapa keuntungan, diantaranya adalah kemampuan koneksi any-to-any. dengan koneksi any-to-any, waktu pengiriman data menjadi lebih cepat. selain itu, biaya yang dikeluarkan, baik oleh penyedia jasa maupun pelanggan menjadi lebih sedikit. kemampuan mpls yang mampu membuat lsr untuk menghubungkan node satu dengan yang lainnya juga menjadi nilai lebih penggunaan teknologi mpls pada vpn yang memanfaatkan jaringan publik ip. pengiriman data yang melalui vpn digolongkan atas prioritasnya. oleh karena itu, dalam layanan vpn multiservice diberlakukan penggunaan class of service dan juga quality of service. tingkat keamanan yang ada pada vpn multiservice juga andal, seperti frame relay atau atm. dengan pengggunaan ipsec dan kriptografi, pengiriman data melalui jaringan vpn akan dijaga kerahasiaan dan keamanannya pihak yang tidak bertanggung jawab. gambar 5 konfigurasi jaringan layanan vpn multiservice journal the winners, vol. 8 no. 2, september 2007: 155-164 164 penutup dari uraian yang telah dipaparkan, dapat diambil beberapa simpulan sebagai berikut. teknologi mpls memberikan keuntungan bagi perusahaan penyedia layanan, seperti skalabilitas routing dan forwarding, kemampuan manajemen jaringan, keamanan yang andal dan memberikan kapabilitas traffic engineering untuk pengadaan jaringan yang lebih baik. teknologi mpls merupakan pilihan yang sangat bagus untuk menyediakan layanan vpn yang andal. jaringan vpn-ip berbasis teknologi mpls memberikan konektivitas any-to-any dan setiap client dapat terkoneksi antara satu dengan yang lainnya. dari beberapa hal yang didapatkan di lapangan, terdapat implikasi sebagai berikut: meskipun layanan vpn multiservice telah berjalan dengan baik, adakalanya jaringan vpn multiservice mengalami gangguan; untuk mengatasi masalah gangguan tersebut, diperlukan maintenance, baik pada fisik jaringan maupun pada manajemen jaringan vpn multiservice; hingga saat ini belum terbentuk dukungan mpls untuk trafik non ip. untuk kedepannya, jaringan vpn multiservice dapat dikembangkan menjadi layer 2 mpls; saat ini, sedang dikaji/dikembangkan generalised mpls (gmpls), yaitu penggunaan konsep label untuk jaringan optik dan panjang gelombang (λ) digunakan sebagai label. daftar pustaka hutapea, tommy p.m. 2003. artikel populer ilmukomputer.com. kristianto, andi. 2003. jaringan komputer. graha ilmu. jakarta. nazir, mochamad. 2003. metode penelitian. jakarta: ghalia. rosen, eric., et al. 2001. “multiprotocol label switching architecture,” rfc 3031 ietf. http://www.ietf.org/rfc/3031.txt wijaya, hendra. 2004. belajar sendiri cisco router (edisi baru untuk mengambil sertifikat ccna (640-8010). jakarta: pt elex media komputindo. wastuwibowo, kuncoro. 2003. ”jaringan mpls,” diakses dari http://telkom.info/artikel/mpls-overview.pdf in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 121 the winners, 23(2), september 2022, 121-130 doi: 10.21512/tw.v23i2.8060 improving marketing performance and product innovation capability through digital knowledge sharing (case study in food processing smes) ken sudarti1*; putri wira paramita dewi2 faculty of economics and business, universitas islam sultan agung jl. kaligawe raya no. km. 4, terboyo kulon, genuk, semarang, jawa tengah 50112, indonesia 1kensudarti@unissula.ac.id; 2putriwirapd@gmail.com received: 05th january 2022/ revised: 07th april 2022/ accepted: 11th april 2022 how to cite: sudarti, k. & dewi, p. w. p. (2022). improving marketing performance and product innovation capability through digital knowledge sharing (case study in food processing smes). the winners, 23(2), 121-130. https://doi.org/10.21512/tw.v23i2.8060 abstract the research aimed to examine the mediating role of product innovation capability with customer orientation and digital knowledge sharing to increase marketing performance. the research had a total of 185 food processing smes in blora, central java, indonesia who often do digital knowledge sharing. they were obtained to become the respondents of the research by using purposive sampling. the research model was tested using multiple linear regression analysis with spss software. the findings show that product innovation capability is proven to mediate customer orientation and digital knowledge sharing on marketing performance. furthermore, the research expects that good customer orientation, digital knowledge sharing, and product innovation capability become the beginning of success in achieving and improving the marketing performance of food processing smes in blora during the pandemic so that smes can continue to operate and develop. it occurs necessary for future research to involve some other smes from within and outside blora in order to expand the population and samples. keywords: customer orientation, digital knowledge sharing, product innovation capability, marketing performance i. introduction the drivers of economic growth that can increase total income and per capita income are small and medium enterprises (smes). small and medium enterprises (smes) are productive economic enterprises carried out by business entities or individuals and are not subsidiaries or branches. the development of smes continues to get attention from various groups, especially the government. they improve performance by providing access to technology transfer and regular digitalization training and coaching specifically for the sme sector so that they can achieve success by maximizing their performance. the research focuses on the model of improving marketing performance and product innovation capability in digital knowledge sharing. the success rate of smes can be seen from the results of the smes performance, one of which is marketing performance. a company's success in creating a product that is marketed will lead to its marketing performance (tamanggung, 2018). to improve marketing performance, it is necessary to do knowledge sharing. knowledge sharing is considered a tool for organizations to gain knowledge that changes an organization's behavior and marketing performance (nguyen et al., 2019). having the habit of doing knowledge sharing within the organization will impact each individual and the organization. the role of knowledge sharing in improving marketing performance has received much attention from researchers. damanik (2020) state that knowledge sharing affects marketing performance since knowledge sharing with colleagues are considered normal so that their performance in the organization could continue to increase. however, in the current difficult situation caused by a dynamic environment, knowledge sharing is difficult to do directly. therefore, there is a need for renewal in knowledge sharing by utilizing digitalization, commonly referred to as digital in pr es s 122 the winners, vol. 23 no. 2 september 2022, 121-130 knowledge sharing. media that can be used for digital knowledge sharing are instagram, youtube, facebook, whatsapp, and so forth. knowledge sharing related to the provision of information is considered to increase product innovation capability. in creative thinking, people must have an essential creative mindset that can help solve problems to get solutions (mulyana, assegaf, & wasitowati, 2015). therefore, knowledge sharing is considered essential to developing skills and competencies and maintaining competitiveness. knowledge sharing approach from perspective of innovation or explanatory knowledge sharia is expected to become a knowledge sharing trend in the future (memah, 2017). one way to improve marketing performance is through product innovation capability. innovative is an essential driver of the growth and well-being of nations, affecting and providing benefits to consumers, businesses and the economy as a whole (mendozasilva, 2020). the existence of innovation can help solve problems creatively to improve performance in their business, as jalilvand (2017) reveals that innovation is an essential dimension for business performance in organizational success. innovation capability is considered as one-dimensional phenomenon including the actions that could be implemented to enhance the performance of smes (saunila, 2020). customer orientation is required to improve product innovation capability. according to valenzuela-fernández et al. (2020) customer orientation is one of the most important challenges that companies face nowadays, because they need to co-create value for the client, but at the same time, they have to focus on how to increase the value of the relationship with the client. frequently, customers are increasingly critical in choosing products, so that they require companies to further improve their innovation capabilities in creating new products that are different from competing products. the research model is tested on food processing smes in blora regency, indonesia. blora has several sme sectors such as agriculture, livestock, mining, restaurants, etc. one of the sme sectors that dominate in blora regency is food processing industry sector. the obstacles that smes often come across are: 1) the increase in similar business actors, 2 many business actors who have created innovations but lack enthusiasm from customers, 3) marketing activities still rely on word of mouth and other offline promotional media, 4) the sales volume decrease at the beginning of the pandemic, and 5) the transformation of coaching directly (offline) to online during this pandemic. the research is urgently applied to food processing smes in blora regency, indonesia, because the activities carried out face to face are very difficult to do. if smes do not immediately realize how important the digital world is in business continuity, other business actors will be left behind. it is expected that product innovation capability can mediate the relationship between customer orientation and digital knowledge sharing on marketing performance. the research results are also expected to increase knowledge, especially in the field of marketing performance. hidayah and purnadi (2017) define marketing performance as a concept used to measure the achievement of company strategies within a specific time. meanwhile, yasa et al. (2020) define that marketing performance is among the measures of firm performance. the performance can be measured using the level of annual sales, market share growth, and operational profit. good marketing performance is marked by increased sales growth and a broader market share than before. meanwhile, poor marketing performance is indicated by declining sales and market share, declining sales compared to the previous year and competitors in the same industry (utomo & nugraha, 2017). according to rosadian (2020), customer orientation is a company's commitment to prioritize customers through fulfilling customer needs and desires to create customer satisfaction. customer refers to the extend organizations and their employees are committed to meeting customer needs and improving customer well-being (zhao, 2022). meanwhile, according to feng et al. (2019), customer orientation reflects a firm’s strategic to focus on the market, and it is defined as a “firm orientation toward the promotion and support for the collection, dissemination, and responsiveness to market intelligence to serve customer needs”. organizations have seen knowledge as their most valuable competitive resource for over two decades. it is unique differentiator that requires strategic management. traditional sources of competitive advantage, such as basic labor and capital, are almost universally available these days (kucharska & erickson, 2020). according to muafi (2020), knowledge sharing is the behavior of accepting new knowledge and donating the knowledge possessed to other individuals or organizations who need it to be useful. knowledge sharing can be useful for building organizational networks and increasing organizational efficiency and effectiveness. meanwhile, according to ali, paris, and gunasekaran (2019), knowledge sharing is the process of transferring knowledge from individuals or groups to other individuals or groups using appropriate media. this statement is in line with (islam et al., 2012), that knowledge sharing can be done through various interactions and media so that individuals would perceive each other’s knowledge. the rapid development of science, technology, and information has led to new media in sharing the knowledge, which is called as digital knowledge sharing. according to eze et al. (2013), digital knowledge sharing is a channel that can share knowledge on various media such as facebook, whatsapp, or other social media. digital knowledge sharing consists of two dimensions: 1) digital in pr es s 123improving marketing performance.... (ken sudarti; putri wira paramita dewi) knowledge donating (sharing knowledge through digital media) and 2) digital knowledge collecting (gaining knowledge through digital media). digital knowledge sharing refers to those activities through which employees share knowledge digitally with actors within or outside the organization (tønnessen et al., 2021). digital knowledge sharing is a continuous with the digital environment that produces direct effects and certain changes in knowledge acquisition patterns (nugraha, irwansyah, & purwadi, 2021). according to fazizah and guntarayana (2020), innovation capability is the ability to develop new products that can satisfy the market, perform productivity with modern technology, develop new products for long-term needs, and respond to changing activities unexpected opportunities carried out by competitors. in essence, the level of desire of each consumer is different and dynamic. consumers look at the value of the product and pay attention to the added value compared to other similar products. innovation capability is also defined as the valuable assets for the firms to provide and sustaining competitive advantage and in the implementation of the entire strategy. the capability of innovation facilitates firms to introduce new product quickly and adopt new systems rather it is important to factor for feeding the ongoing competition (rajapathirana & hui, 2018). customer-oriented companies will be stronger in developing their innovation capabilities concerning creating superior value in new products, product quality, and product design. customer orientation in the company is positively related to innovative companies, to the capacity for innovation in services, and to a propensity for innovation. this orientation contributes to the competitive advantage of a company if it is combined with innovation capacity (schlesinger & emilio, 2018). fidel, schlesinger, and emilio (2018), with research objects smes in spain, also provide a sufficient understanding of market orientation in terms of customer demand, customer behavior patterns, market potential, and competitiveness to create innovations according to their capacity. based on the previous research, when a company is customer-oriented, they tend to have a better understanding every customer's needs and tastes in order to create value and satisfaction for customers so that they will try to improve their innovation capabilities. further, the consumers will be interested in buying the marketed products. h1: customer orientation has a positive influence on product innovation capability the intensity of knowledge sharing can increase individual knowledge in the organization to encourage individuals to innovate. with regard to the relationship between knowledge sharing and innovation capability, it is clear that capability in transforming and applying knowledge determines a firm’s degree of innovation, for instance, faster problem-solving and quick response to the changes of business environment (le & lei, 2019). organizational innovativeness is closely related to creating and exploiting knowledge resource available within organizations (lam et al., 2021). in the context of innovation, knowledge sharing is the exchange of expertise oriented to create or improve products and services of value. knowledge sharing is an important resource underlying product development capability (castaneda & cuellar, 2020). chang, liau, and wu (2017), on the car industry in taiwan, find that by sharing knowledge, new ideas would emerge by promoting renewable technology to compete to create innovations that are different from other car industries. meanwhile, le and lei (2018) point out that by means of knowledge sharing in organizational learning application, chinese firms can benefit from collective knowledge and significantly affect innovation capabilities (such as innovation speed and innovation quality) and competitive advantages. when individuals often do knowledge sharing (knowledge donating and knowledge collecting), they will have updated knowledge, so that their ability to generate many creative ideas in creating new products and imitating competitors' products will increase. furthermore, the market dynamics will also increase. h2: digital knowledge sharing has a positive effect on product innovation capability the success of marketing performance depends on customers willingness to consume and repurchase the products produced by an organization. neneh (2018) on smes in the free state province, south africa, shows that sme players have paid attention to the dynamics of their customers, but they also continue to explore and expand their understanding of market conditions to plan more cost-effective strategies so that performance can run well. domi, capelleras, and musabelliu (2019) on tourism smes in albania has prioritized customer needs since customer orientation is an essential factor that affects the performance of not only one tourism but also consolidated with other tourism. based on the previous research, when an organization is customer-oriented, marketing performance will increase in accordance with the planned target. h3: customer orientation has a positive effect on marketing performance knowledge sharing will generate a process of transfer self-upgrading, the formation of new organizational groups, the exchange of information, and indirectly create an arena for promotions and networks, which will have a positive impact on the marketing performance (setini et al., 2020). the application of knowledge sharing in an organization can be disseminated, implemented, and developed, which will impact marketing performance. muafi (2020) on batik msmes in pekalongan and klaten, indonesia, states that knowledge sharing can be an organizational asset in improving msme performance if they can manage their knowledge and cannot be imitated in the current digital era. in pr es s 124 the winners, vol. 23 no. 2 september 2022, 121-130 therefore, it is believed that when an organization often conducts knowledge sharing, usually within the organization, good cooperation has been created between individuals so that sharing activities are easy to implement, which will impact the effectiveness and efficiency of performance. h4: digital knowledge sharing has a positive effect on marketing performance companies without innovation will not survive in the world of business competition. innovation is necessary to make a firm different, thus obtaining a competitive advantage, while innovative capability of companies and individuals in the company have a positive causal correlation with sme performance described by (afriyie, du, & musah, 2020). naala, nordin, and omar (2017), on smes in nigeria, suggest the importance of innovation capabilities in designing, developing, and implementing new ideas that can improve the performance of smes. research by (soto-acosta et al., 2018) suggest that innovation contributes positively to firm performance in smes. meanwhile, research by (rajapathirana & hui, 2018) in the sri lankan insurance industry revealed that product and marketing innovations are the driving force for the increased performance of insurance companies in sri lanka. based on the above study, when an organization can maximize its ability to create products that can meet the needs and desires of customers in accordance with market dynamics, the sales volume and profits will increase so that the innovation capabilities owned and run by the company will improve marketing performance. h5: product innovation capability has a positive effect on marketing performance product innovation capability is defined as the company's ability to develop new ideas that can increase customer satisfaction. research by (produção et al., 2020) on business organizations in brazil shows that companies with a tendency to customer orientation will be able to collect information and knowledge about the market in creating innovations that can provide satisfaction to consumers. therefore, a customer-oriented company will tend to have a high level of marketing performance. meanwhile, shafi (2020), on handicraft smes in pakistan, finds that competent resources in understanding customers can affect the performance of smes through their innovation capabilities. a customer-oriented organization will try to improve its innovation capability to create quality products in accordance with market trends. products received in the market can increase sales volume accompanied by an increase in sales profit, more customers, and wider distribution. h6: product innovation capability has a role in mediating customer orientation on marketing performance high innovation ability tends to be more successful in responding to a dynamic environment to develop its ability to generate new ideas to achieve superior performance. wang, sharma, and cao (2016) point out that companies in china set priorities in knowledge sharing to explore their capabilities in presenting new ideas by involving technology to achieve company performance goals. laily and ernawati (2020), conducting research on batik smes in surabaya, explains that a culture of knowledge sharing needs to be carried out so that business actors have more comprehensive information and knowledge to improve their innovation capability so that the performance of smes can continue to improve rapidly. based on the studies that have been conducted, knowledge sharing will have a significant effect on the performance of individuals within the organization if they have high product innovation capabilities. individuals who can take advantage of their abilities to share and receive knowledge from other individuals will develop innovations or ideas to create new products and modify existing products. innovations that have been designed can improve their marketing performance. h7: product innovation capability has a role in mediating digital knowledge sharing on marketing performance the research model is presented in figure 1 figure 1 research model in pr es s 125improving marketing performance.... (ken sudarti; putri wira paramita dewi) ii. methods the research uses a quantitative approach to explain the causal relationship between independent and dependent variables. the population of the research is all food processing smes in blora regency, that actively use social media. there are 25 parameters so that the minimum sample is 125 respondents. however, the research takes 250 respondents to minimize data errors. determination of the number of samples refers to hair et al. (2018), about five times the estimated parameters. using the purposive sampling method, the research selects respondents who have established a business for at least three years and often share social media knowledge. the data collection method is carried out by distributing questionnaires through google forms and direct interviews with smes. 250 questionnaires are distributed to respondents, but only 185 questionnaires turn out to be eligible for analysis according to the criteria. respondents consist of 77,8% women and 22,2% men, dominated by ages between 31 to 40 years. as many as 44,9 % of respondents have the latest undergraduate education while the rests are diploma and senior high school level. most of the respondents have established their business for 3-6 years by 60%. in contrast, the rest have been in existence for seven years to more than ten years. marketing performance is defined as the level of achievement of the results of a product marketed within a certain period of time as measured using indicators of sales volume growth, customer growth, profit growth, and expansion of marketing reach (hidayah & purnadi, 2017). product innovation capability is defined as a company's ability to create products, modify products, and develop products to be able to realize sustainable quality products as measured by indicators, namely: 1) the ability to create new products, 2) the ability to improve product quality, 3) the ability to modify old products, and 4) the ability to imitate competitors' products (umar, 2020). customer orientation is defined as the understanding of smes towards customer needs and preferences, understanding every customer complaint in order to create products that can satisfy and create customer value on an ongoing basis which is measured using indicators such as: 1) understanding customer demands and tastes, 2) understanding customer complaints, 3) understanding the essential to create customer value, and 4) understanding that creating customer satisfaction is essential (azizah & maftukhah, 2017). digital knowledge sharing is defined as the intensity of knowledge sharing both receiving and gaining new knowledge from individuals or groups to other individuals or groups using social media as measured using the indicators such as: 1) digital knowledge donating (sharing) and 2) digital knowledge collecting (obtaining). the knowledge includes new food variants, modification of processed foods, shifts in customer tastes (firmanda, 2021). multiple linear regression analysis aims to determine the relationship between the dependent variable and the independent variable whether each variable is positively or negatively related. there are two regression models in the research. first, multiple linear regression to determine the direct effect between customer orientation (co) and digital knowledge sharing (dks) on product innovation capability (pic). second, multiple linear regression to determine the direct influence between customer orientation (co), digital knowledge sharing (dks), product innovation capability (pic) on marketing performance (mp). a good regression model is seen from the larger t-test and f-test, and the p-value does not exceed 0,05 (ghozali, 2016). the research uses the classical assumption test to determine whether there are data deviations. the normality test explains that the residual value is normally distributed by using the kolmogorovsmirnov test statistical test. tolerance values less than 0,1 and value inflation factor (vif), not more than ten, explain that there is no multicollinearity between independent variables. meanwhile, to find out the variance inequality of the residuals using the glacier test with a reference p-value of not more than 0,05. furthermore, the research uses the sobel test to determine the indirect effect of independent variables on the dependent variable. iii. results and discussions a validity test is used to determine whether the instrument (questionnaire) distributed is valid. the reliability test aims to test the consistency of the measuring instrument, whether the results remain consistent or not when the measurement is repeated. this research instrument used cronbach alpha with a value greater than 0,60. the testing technique is to correlate each item's score with a total score. the results of this study indicate that the p-value of each indicator is less than 0,05, which indicates that the research instrument is valid. in contrast, the cronbach alpha value for each variable range from 0,608 to 0,769, which indicates that the research is reliable or consistent. validity and reliability tests can be found in table 1. the normality test results showed that the first and second regression models were normally distributed because they had a significance value of 0,057 and 0,200, which were more than 0,05. in the first regression model and the second regression model, there is also no relationship or correlation between independent variables, so that there is no multicollinearity because the vif is less than ten and the tolerance value is more than 0,1. each regression model has a significance value of more than 0,05 so that there is no similarity between variables. this means that there is no heteroscedasticity, and further in pr es s 126 the winners, vol. 23 no. 2 september 2022, 121-130 testing can be carried out. the first regression model test results obtained a calculated f-value of 13,642 with a p-value of 0,000. meanwhile, in the second regression model, the calculated f-value is 37,478 with a p-value of 0,000. therefore, the independent variable can explain the dependent variable in each model. based on the results of hypothesis testing in the first regression, it shows that co – pic (β = 0,228, p-value < 0,001); dks – pic (β = 0,241, p-value < 0,001); co-mp (β = 0,365, p-value < 0,000); dksmp (β = 0,260, p-value < 0,000); pic-mp (β = 0,247, p-value < 0,000). thus, h1, h2, h3, h4, and h5 are accepted. the summary of hypothesis test results are provided in table 2. the results of the sobel test are used to test the indirect effect between variables according to the procedure developed by sobel (ghozali, 2016). the first model indicates that product innovation capability can indirectly affect customer orientation towards marketing performance because the t-count value of 2,00111552 is greater than the t-table value of 1,973. furthermore, the second model indicates that product innovation capability can indirectly affect digital knowledge sharing on marketing performance because the t-count value of 3,789359594 is greater than the t-table value of 1,973. the summary of mediating variable test results is shown in table 3. marketing performance can be increased through product innovation capability. meanwhile, digital knowledge sharing and customer orientation can also encourage improving product innovation table 1 validity and reliability test results variables r p-value ca (α) customer orientation (co) understanding customer desires and tastes 0,603** 0,000 0,626 understanding customer complaints 0,754** 0,000 0,626 creating customer value is important 0,714** 0,000 0,626 understand that creating satisfaction is important 0,674** 0,000 0,626 digital knowledge sharing (dks) often share knowledge about new food variants 0,646** 0,000 0,769 often share knowledge about modification of processed foods 0,714** 0,000 0,769 often share knowledge about shifting customer tastes 0,786** 0,000 0,769 often get knowledge about new food processing variants 0,538** 0,000 0,769 often gain knowledge about modification of processed foods 0,702** 0,000 0,769 frequently gain knowledge about shifting customer tastes 0,716** 0,000 0,769 product innovation capability (pic) ability to create new products 0,792** 0,000 0,663 ability to improve product quality 0,581** 0,000 0,663 ability to modify old products 0,722** 0,000 0,663 ability to imitate competitor's products 0,717** 0,000 0,663 marketing performance (mp) sales volume growth 0,655** 0,000 0,608 customer growth 0,735** 0,000 0,608 profit growth 0,678** 0,000 0,608 expansion of marketing reach 0,653** 0,000 0,608 table 2 parameters for direct effect hypothesis regression beta b se cr p-value results h1 co pic 0,228 0,331 0,102 3,235 0,001 accepted h2 dks – pic 0,241 0,116 0,034 3,429 0,001 accepted h3 co-mp 0,365 0,469 0,078 5,981 0,000 accepted h4 dks-mp 0,260 0,110 0,026 4,237 0,000 accepted h5 pic-mp 0,247 0,218 0,055 3,953 0,000 accepted model 1: adj r2 = 0,121; f = 13,642; p-value = 0,000. model 2: adj r2 = 0,373; f = 37,478; p-value = 0,000 note: co = customer orientation, dks = digital knowledge sharing, pic = product innovation capability, mp = marketing performance. in pr es s 127improving marketing performance.... (ken sudarti; putri wira paramita dewi) capability. the role of customer orientation and digital knowledge sharing not only directly affects product innovation capability on marketing performance but has also been indirectly influenced. table 3 parameters for indirect effect hypothesis regression cr t-table results h6 co – pic – mp 2,001** 1,973 accepted h7 dks – pic – mp 3,789** 1,973 accepted customer orientation positively affects product innovation capability, meaning that higher customer orientation increases product innovation capability. food processing smes in blora regency can understand customers’ desires, try to respond to complaints quickly, and create satisfaction for their customers. customer orientation makes it easier for them to improve their product innovation capability by creating new products and modifying products by prioritizing quality and imitating competitor products with their respective characteristics. the research results are in line with research by jalilvand (2017) and fidel et al. (2018), that customer orientation has a positive effect on innovation capability. sufficient understanding of customer orientation in the context of customer demand, business actors must be able to take advantage of their capabilities to fulfil customer desires by creating innovative products and services. digital knowledge sharing positively affects product innovation capability, which means that higher digital knowledge sharing causes product innovation capability to increase. digital knowledge sharing activities are not limited by space and time. they use social media whatsapp for knowledge sharing. knowledge sharing activities to share and gain knowledge of new variants, modification of processed foods and shifts in customer tastes will increase product innovation capability. the research results are in line with research by wang and wang (2012) and chang et al. (2017), that knowledge sharing has a significant positive effect on innovation capability. knowledge sharing will bring up new ideas so that they can compete to generate different innovations according to the customers’ desires. customer orientation has a positive effect on marketing performance, meaning that the higher the customer orientation, the higher the marketing performance. smes try to understand the desires and always respond to customer complaints and create value for customers. satisfied customers will recommend so that new customers can be achieved, which means the number of their customers will increase, which will result in increased sales volume and profits and wider marketing reach. the results are in line with research by neneh (2018), domi et al. (2019), and umar (2020), that customer orientation has a significant positive effect on marketing performance. even though sme players already know the dynamics of customers, they still need to explore on an ongoing basis market conditions so that the performance of smes will not decrease and run optimally. digital knowledge sharing positively affects marketing performance, meaning that higher digital knowledge sharing leads to higher marketing performance. digital knowledge sharing between members inside and outside the organization makes business actors more updated about new products and modifications to old products and recognizes shifts in customer tastes. good cooperation between business actors will improve marketing performance so that sales volume, profits, and customers increase, then the product marketing reach is also wider. the results shows similarity with research conducted by muafi (2020), that knowledge sharing has a significant positive effect on marketing performance. business actors who frequently share knowledge will have better understanding on market shifts and dynamics so that performance continues to improve. product innovation capability positively affects marketing performance, meaning that the higher the product innovation capability, the higher the marketing performance will also increase. smes in improving their product innovation capability is manifested in the form of always trying new food processing ideas and modifying old products, imitating competitor products and always trying to improve product quality. products that have developed and are selling well in the market impact increasing sales volume and profits, increasing the number of customers and making products more widespread. the results of this study are in line with research conducted by (saunila, pekkola, & ukko, 2014 ; (naala et al., 2017); rajapathirana & hui, 2018), that innovation capability has a significant positive effect on performance. innovations that are designed, developed, and implemented have an important role in creating new ideas and modifying them to improve smes' performance. product innovation capability has a role in mediating customer orientation on marketing performance. this condition indicates that better customer orientation and high product innovation capability will increase marketing performance. smes are trying to find information about wants and customers, respond to customer criticism and suggestions and create value and customer satisfaction. customer criticism and suggestions make them cultivate their product innovation capability to create new products, modify old products, and try to imitate competitor products that are trending in the market. products received in the market will impact increasing sales volume and profits and increasing customers. the results of this study are in line with research by (shafi, 2020; produção et al., 2020), that innovation capability mediates the relationship between customer orientation and business performance. companies with a tendency to customer orientation will have the ability to gather information and knowledge about in pr es s 128 the winners, vol. 23 no. 2 september 2022, 121-130 the market. by developing a deep understanding, the company can create innovations that can provide satisfaction to customers so that it impacts increasing marketing performance. product innovation capability has a role in mediating digital knowledge sharing on marketing performance. this condition indicates that more digital knowledge sharing and high product innovation capability will improve the marketing performance. smes can share knowledge about new variants and product modifications and changes in customer taste without being asked due to the culture and strong cooperation between their members. knowledge sharing can improve their ability to create new products and modify old products by paying attention to the quality of each product. the more products that customers favor, the more they will recommend to others so that customers increase, sales volume and operating profit are under the expected target, and the product range is wider. the results of this study are in line with research by laily and ernawati, (2020) and pranowo et al. (2021), that innovation capability mediates the relationship between digital knowledge sharing and firm performance. smes will be superior if knowledge sharing is balanced with innovation capability so that the performance of smes continues to increase rapidly. iv. conclusions marketing performance of food processing smes can be increased through product innovation capability. besides, product innovation capability can be increased through customer orientation and digital knowledge sharing. it means, food processing smes can achieve sales volume growth, customer growth, profit growth and expansion of marketing reach when they are able to create new products, product quality, modify old products and imitate competitors’ products. the ability to perform products can be encouraged through a stronger understanding that: 1) creating customer value is important, 2) customer complaints must be addressed, and 3) products should meet customer’s desire and demand. in addition, in order for food processing smes to have product innovation capability, they must share knowledge more often and be exposed to information about new food processing variants, changing customer tastes, and modifications of food processing smes. the research provides several managerial implications related to the research variables. in connection with increasing understanding in creating value, it is important that food processing smes in blora regency, indonesia, can be more committed to themselves always to improve service to every customer's needs even though the processed food products marketed are in high or low sales because doing business does not only sell goods but also must provide satisfactory service to customers. increasing digital knowledge sharing behavior regarding the shift in customer tastes also needs to be improved by sharing updated information and knowledge about processed foods favored by customers. in addition, business actors also need to be more active in seeking the latest product information to increase their ability to imitate products to create similar products that are modified according to their respective characteristics. in concern of the customer growth increase, it is hoped that food processing smes in blora regency can expand product distribution networks, intensify offline and online promotions, sell products using e-commerce, and participate in bazaars so that they can expand product range and increase the number of customers both from within and outside the city. along with increasing marketing performance, it is better if food processing smes in blora regency increases their understanding of customers and the intensity of knowledge sharing so that marketing performance activities are more effective and efficient without having to carry out activities to increase their product innovation capability. the research limitation lies on the two independent variables, namely customer orientation and digital knowledge sharing. therefore, it is necessary to expand research by including other supporting variables such as entrepreneur orientation, learning orientation, creativity, brand knowledge, competitive advantage and other variables related to increasing marketing performance. the process of collecting online questionnaires in the research causes the respondent’s data to take a longer time and the answers are only based on the collected questionnaires. in addition, the research uses the scope of the population in blora regency only, so the description of the respondents is considered not optimal. for future research, it is necessary to increase the number of population and samples by involving several similar smes from within and outside blora. references afriyie, s., du, j., & musah, a. a. i. 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(2022). customer orientation: a literature review based on bibliometric analysis. sage open, 12(1), 215824402210798. https://doi. org/10.1177/21582440221079804 in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 181 the winners, 23(2), september 2022, 181-188 doi: 10.21512/tw.v23i2.9199 strategic marketing approach of indonesia aluminium mineral industry: upstream and downstream analysis sri bramantoro abdinagoro1*; mohammad hamsal2 1,2management department, binus business school doctor of research in management, bina nusantara university jl. kebun jeruk raya no. 27, kebon jeruk, jakarta barat 11530, indonesia 1sri.abdinagoro@binus.ac.id; 2mhamsal@binus.edu received: 11th october 2022/ revised: 01st december 2022/ accepted: 01st decembe 2022 how to cite: abdinagoro, s. b. & hamsal, m. (2022). strategic marketing approach of indonesia aluminium mineral industry: upstream and downstream analysis. the winners, 23(2), 181-188. https://doi.org/10.21512/tw.v23i2.9199 abstract the research aimed to determine the causes of imports by analyzing the upstream and downstream sides of the existing aluminium industrial chain. the research applied a descriptive-exploratory approach by collecting secondary data from credible sources. interviews and focus group discussions with appropriate experts were also conducted to obtain supporting data. research shows that aluminium imports will continue both in the short and long term. it is due to the upstream supply, especially in aluminium smelters, which cannot keep up with the increasing demand. even though the market opportunity, especially in the automotive, construction, and power cable segments, is enormous and continues to grow, if there is not enough supply, the deficit of aluminium metal will continue to occur. it takes encouragement from the government's political will to provide ease of electricity sources, increase production capacity and technology, change the mindset from relying on traders solely towards the mindset of the industrialist. keywords: strategic marketing, aluminium industry, supply-demand, energy, upstream-downstream i. introduction the alumina industry is part of the aluminium industry. in the first stages of the industry, aluminium is bauxite mining, which supports alumina for raw materials. furthermore, alumina refining is an intermediate industry to produce alumina, generally used as a raw material for aluminium smelters. the final stage is aluminium smelting. the aluminium industry is the largest non-ferrous metal industry in the world economy. aluminium is the second most widely used metal globally after steel and the third most abundant element on earth (after oxygen and silicon). according to statistical data from the international aluminium institute (iai), the world’s total primary aluminium production in 2019 reached 63,7 million tons. meanwhile, the economic value of the world’s primary aluminium industry in 2019 was around us$ 114,9 billion (using the 2019 average aluminium price of around us$ 1.804 per tonne). alumina is also called aluminium oxide, a chemical compound consisting of aluminium and oxygen molecules (al2o3). alumina is generally in the form of a white powder similar to table salt or granulated sugar (usgs, 2021). it is an intermediate product derived from bauxite through a combination of the bayer process and calcination. to produce one tonne of alumina, it is consuming approximately 2,5 to 4 tons of bauxite. the aluminium industry consumes almost 90% in bauxite mining, whereas the remainder is used for abrasive products, cement, ceramics, flux metallurgy, refractories (products heat resistant), and other products. the potential of indonesia’s bauxite is not too enormous compared to the world, but its natural resources are still sufficient to meet national and international needs regional demand. it is estimated that 4% of the world’s bauxite reserves or rank sixth countries with the largest bauxite deposits after guinea, australia, vietnam, brazil, and jamaica. thus, indonesia has significant potential bauxite and has indeed exploited its existence for many years. bauxite found in indonesia is of the gibbsite type, containing alumina, quartz, and activated silica. sources indonesia's national bauxite are in the riau islands, bangka belitung, west kalimantan, south sulawesi, central maluku, and papua (ministry of trade of the republic of indonesia, 2017). based on the geological agency of the ministry of energy and mineral resources (2019), it is estimated that the bauxite ore owned by indonesia as of december 2020 reached 5,5 billion tons in pr es s 182 the winners, vol. 23 no. 2 september 2022, 181-188 (resources), and reserves ore amounted to 2,96 billion tons (estimated reserves). bauxite is processed into alumina and furtherly processed into aluminium in the downstream mineral industry, such as the automotive industry, building construction industry, household appliances industry, and others. processing bauxite to aluminium ingots (semi-finished materials) can enter the upstream mineral industry. in indonesia, the downstream aluminium minerals industry has far preceded the development of the upstream mineral industry. it started with the first aluminium metal ingots production by pt indonesia asahan aluminium (inalum) in 1976. in general, there are two types of alumina products depending on their subsequent use. first, smelter grade alumina (sga) refers to the alumina used as raw material for aluminium smelters to produce aluminium metal. sga is also commonly known as metallurgical grade alumina. about 92-96% of the world’s total alumina production is sga. second, chemical grade alumina (cga) refers to alumina used in various applications except for aluminium metal. cga is also referred to as non-metallurgical grade alumina (nmga). cga’s share of world alumina production is around 4-8% (putra, 2020). currently, the condition of the indonesian aluminium industry is on a high level of demand and is met mainly by imports. however, when viewed from bauxite ore reserves as aluminium, the raw material is substantial. therefore, the research aims to map the industry and provide a strategic management plan of bauxite minerals with a strategic marketing approach. cravens and piercy (2013) state that strategic marketing consists of analysis, strategy development, and activities to build the vision about the organization’s market, selecting market strategy goals, and positioning strategies to match the desired value by customers in every market. strategic marketing is a market-driven strategy development process. varadarajan (2010) states that the realm of strategic marketing is the study of organizational, inter-organizational, and environmental phenomena. they are related to (1) organizational behavior in the marketplace in their interactions with consumers, customers, competitors, and other external parties, constituents, in the context of creation, communication, and delivery of products that offer value to customers in exchange for organization, and (2) management responsibilities related to scope limits, participation marketing function in the organization. in contrast, marketing strategy focuses on constructs related to brand and branding strategies, distribution and channel strategies, and pricing strategies. strategic marketing is also closely related to resource-advantage theory (hunt, 2010), where excellence in company resources is the basis of competitive excellence. in the research, mineral resources are at fault, one of the advantages of indonesia's resources. in this context, the country that is owning these resources is analogous to a company. therefore, the indonesian state can behave and have a perspective as a company. the existence of bauxite mineral resources which not all countries have, makes the resource-based theory (rbt) approach relevant. wernerfelt (1984) explains the enterprise resource-based view (rbv) of how firms achieve competitive advantage and economic rent through ownership and management of assets, capabilities, knowledge, and similar internal resources. resource-based theory complements the more outward-looking theory of competitive advantage, especially porter's five forces (2008), to analyze industry structure. kozlenkova, samaha, and palmatier (2014) mention that the use of resource-based theory (rbt) in research is rapidly increasing, demonstrating its importance as a framework for explaining and predicting the competitive advantage and performance outcomes of an organization's company. in the perspective of market-based resources, using the vrio framework (value-rarity-inimitability-organization) is a possible thing to create sca (sustainable competitive advantage) (srivastava, shervani, & fahey, 1998; srivastava, fahey, & christensen, 2001). for example, the framework approach can explain how bauxite and aluminium commodities become resources in organizations such as the indonesian state, which has enormous size and is rare. butts (1993), in the definition issued by the strategic studies institute us army war college, states that strategic minerals are metal minerals that are important for the economic sector and defense of industrialized countries. resource dependence creates vulnerability and potential political instability. if a country produces enough minerals industry and petroleum to meet its own economic needs, it will be economically independent and manage its destiny. otherwise, then a country becomes independent in mineral production. mineral’s policy strategy has traditionally been full of controversy and is essential for a country’s economic strength and military. simandl, akam, and paradis (2015) remind about consistency in the use of the term “critical” and “strategic” that can lead to misunderstandings, miscommunication, and potentially misrepresentation. it is “critical” if the mineral or material poses a risk to the economy, as well as risks to supply. the word “strategic” refers to an economically essential mineral or material. randive and jawadand (2019) also think that strategic minerals are vital for the economic regeneration and national security of a country. figure 1 describes the position of minerals or materials in critical and strategic positions in europe (the commission europe). for example, high rare earth element becomes critical and strategic considering the high supply risk and significance economically. while nickel becomes a mineral or strategic material because it is economically essential, although not constrained by supply risk. in pr es s 183strategic marketing approach .... (sri bramantoro abdinagoro; mohammad hamsal) figure 1 minerals or strategic-critical materials (simandl et al., 2015) ii. methods the research uses a descriptive-exploratory approach, namely by taking secondary data from trusted sources and conducting interviews and focus group discussions with appropriate experts. secondary data and the results of interviews and focus group discussion (fgd) are processed to obtain research conclusions. iii. results and discussions the structure of indonesia’s aluminium industry has been integrated from upstream to downstream. currently, the industry structure is relatively complete, starting from bauxite ore as raw material, the basis for making aluminium. the process of processing bauxite ore into alumina in cga and sga forms, processing alumina into aluminium as an intermediate product already exists, and the downstream aluminium industry are much more developed than the upstream industry. figure 2 shows the current aluminium industrial structure in indonesia. figure 2 aluminium industry structure the mining industry to alumina processing can be grouped into the upstream industry aluminium. based on the ministry of energy and mineral resources data, the major bauxite mining companies are pt aneka tambang (antam) tbk (state-owned entreprise) and pt well harvest winning (whw). the enactment of the minister of energy and mineral resources no. 1 of 2014 states that companies must increase the added value of mining minerals. the development era of mining ore processing (smelter) begins. as a result of this regulation, the company started to build a smelter and process mineral ore mines to fulfil those regulations. for bauxite ore processing, the progress of the construction can be seen in pt indonesia chemical alumina (ica), which produces cga with a capacity of 300.000 tons per year but had to stop in 2018. the production of cga is only around 100.000 tons per year. as for cga, a company that has jumped into producing this product is antam through pt borneo alumina indonesia (a subsidiary of antam) with a production capacity of 500.000 tons per year with a target installed capacity of 1 million tons of alumina per year and pt whw with a capacity of 1 million tons per year, with a target in 2021 to reach 3 million tons per year. the intermediate product is in the form of processing alumina into aluminium, currently only done by pt indonesia asahan aluminium (inalum), also soe, with a capacity of 280.000 tons per year. in 2023, inalum will plan an additional capacity to 500.000 tons per year. based on technical calculations, a comparison of the need for bauxite alumina: aluminium is 4 : 2 : 1, meaning that to produce 1kg of aluminium, it takes 2kgs of alumina and 4kgs of bauxite (world bank, 1981). based on the assumption, the position of the structure of the indonesian aluminium industry based on the resources it has, can be seen in table 1. table 1 potential gap assumption of aluminium supply chain structure bauxite (ore) alumina aluminium production (2019) 16.592.187 production ratio 4 2 1 sga production assumption (50%) 8.296.094 4.148.047 2.074.023 actual product 1.000.000 250.000 potential gap (kg) 3.148.047 1.824.023 australia, the largest bauxite producing country, in 2019 also produced 101 million tonnes of bauxite and exported 43 million tons (43%), and the rest was converted into alumina (57%) (australian aluminium council, 2020). with the same comparison, the potential of indonesia converting bauxite into alumina is assumed only 50%, then the potential of alumina production will reach 4,1 million tons. however, the actual one that is currently producing is alumina only in pr es s 184 the winners, vol. 23 no. 2 september 2022, 181-188 pt whw amounted to 1 million tons. thus, there is a potential gap for alumina of 3,1 million tons. for aluminium production, indonesia, which inalum only produces is 250 thousand tons, then the calculation of the potential gap is around 1,8 million tons (see table 1). the demand for aluminium metal in indonesia is based on in-depth interviews with several industry players indicating that aluminium production from inalum is not sufficient for their downstream industrial production needs. downstream aluminium industries such as aluminium processing into casting products, a product profile (extrusion), and sheet products still rely on import aluminium ingots. as seen in table 2, the needs of the downstream aluminium industry by type industry in 2019/2020 are estimated to be close to 1 million tonnes (“industri otomotif bakal serap”, 2020). if contracted by about 20% at the pandemic time, the demand would be around 800.000 tons. this figure is also still far from the national aluminium production, resulting in a gap of almost 550-750 thousand tons. this gap is filled by imported aluminium, such as some international brands that are entering indonesia namely ega (emirate global aluminium), hydro, rio tinto, alcoa, uc russal (russia), alba (bahrain), hindalco (india), pressmetal (malaysia), qatalum (qatar). in other words, dependence on imported aluminium materials is still high, although bauxite ore reserves are enormous. table 2 aluminium upstream industry's demand 2019/2020 no. industries al-demand (ton-approx) 1 extrusion 300 2 plate, sheet, foil 200 3 automotive 350 4 wire & cables 150 total 1.000 source: “industri otomotif bakal serap” (2020) the downstream industry demand for aluminium will continue to increase in line with the demand for aluminium metal. aluminium is an alternative metal to replace iron or steel due to its lightweight but almost the same strength. this lightness is needed by the automotive industry running on its electric vehicles and public transport vehicles (trains, buses, airplanes) and the building construction industry. in the industrial national metals roadmap, the ministry of industry predicts that demand will exceed 1 million tons per year since 2018 , as seen in figure 3. (harjanto, 2022). the roadmap also states that dependence on imports will continue if indonesia no longer builds aluminium smelters like inalum. although it needs improvement again due to the covid-19 pandemic, which made the demand decrease (see table 2), demand will always increase. the top ten countries as indonesian aluminium export markets are the united states (usd 48,46 million), vietnam (usd 6,36 million), philippines (usd 6,08 million), malaysia (usd 5,87 million) million), republic of korea (usd 5,09 million), japan (usd 4,01 million), australia (usd 3,87 million), singapore (usd 3.14 million), thailand (usd 3,03 million), and belgium (usd 2,50 million). related aluminium products and their derivatives from indonesia which received the highest demand in the international market are: 1) non-alloy aluminium plates, sheets and strips rectangle (including square), more than 0,2 mm thick (hs 760611); 2) stem aluminium alloys, rods and profiles, other of hollow profiles (hs 760429); 3) aluminium alloy, unforged (hs 760120); 4) aluminium barrels, drums, cans, boxes and the like plain, unfitted container, with a capacity of no more than 300 litres, 79.30 gal. (hs 761290); 5) countertop, kitchen or other household goods, parts of aluminium (excluding pot scrubs and scouring or polishing pads, gloves and similar cans (hs 761519); 6) aluminium alloy tubes and pipes (hs 760820); 7) aluminium door, windows and frames and thresholds for doors (hs 761010); 8) aluminium wire of non-alloyed aluminium, with maximum crosssection dimensions: more from 7 mm (hs 760511); figure 3 projected national aluminium demand 2014-2025 source: ministry of industry (2013) in pr es s 185strategic marketing approach .... (sri bramantoro abdinagoro; mohammad hamsal) 9) aluminium foil, not more than 0.2 mm thickness, unsupported, rolled but not further worked (hs 760711); and 10) aluminium waste and scrap (hs 760200). especially for aluminium foil since its use in society is quite extensive as a substitute for plastic materials for food packaging. moreover, the price is relatively lower compared to tinfoil. the aluminium foil also has comparative characteristics other things such as light, strong or not easily torn, heat-resistant, airtight, and not contains a magnet to be separated from the can during the recycling process (ministry of trade the republic of indonesia, 2017). the bauxite-alumina-aluminium chain looks like it has been connected, but inside a more detailed analysis, it turns out that there are still many gaps that occur. however, considering the minister of energy and mineral resources no. 17 of 2020, which gives a deadline ban on exporting metal mineral ores until june 2023, it is inevitable that the ore bauxite will be processed entirely into alumina or aluminium. figure 4 shows the current and future positions of alumina and aluminium commodities. although alumina is still imported for aluminium production, considering a large amount of alumina production, in the future, this alumina position will reverse from importer to exporter. it is possible given the growth of new alumina and aluminium plant in the world. therefore, such industrial phenomena are interesting to study further from a strategic marketing perspective. in strategic marketing, positioning a product becomes very important to be a successful business in the future. in the global market, aluminium demand is predicted to grow until 2035, especially in the asian and south american markets. based on forecasts by cru, the market world at least 54 smelters with a capacity of 750,000 tons per year (ministry of indonesian trade 2017). furthermore, humphreys (2018) predicts that china will double-digit demand growth because of industrialization. figure 4 current and future position of the aluminium upstream industry with the abundance of bauxite ore, it is inevitable that alumina production is also expected to increase and exceed its absorption capacity in aluminium processing plants. the advantages of this production which is the basis that indonesian alumina products will begin to be exported. china market and asia (malaysia) is the main target considering the need for this country is very large. in 2019, china produced 39.795.000 tons (apralex, 2020), which requires alumina amounting to 79 million tons. in sabah, malaysia, one smelter is estimated to produce 1 million tons of aluminium, which requires 2 million tons of alumina. therefore, indonesia’s alumina business has a definite position and target market. indonesia’s aluminium production relies solely on inalum. based on public exposure by sinaga (2014), the addition of inalum’s production capacity to 500.000 tons per year, causing the domestic supply of aluminium to increase. even though this addition has not yet had a significant impact on the demand for aluminium domestically, the only changes that occur are reducing aluminium imports in the industry downstream. the analysis of indonesia’s aluminium type of aluminium used produced, each downstream industry requires a different aluminium product type, as seen in table 3, downstream industry also found several constraints in the development of aluminium products. table 3 aluminium products and types no. industries al series type form 1 extrusion 6xxx series billet 2 plate, sheet, foil 1xxx, 2xxx series slab 3 automotive a356 ingot 4 wire & cables 1xxx series billet/bar based on the principle of product excellence in the strategic marketing concept, aluminium producers such as inalum must also continue to make improvements. although the product market share aluminium for the automotive industry segment is quite large (table 2), the largest share is still controlled by the world’s sizeable automotive industry (principals or brand owner), which has a complex supply network to replace. therefore, if it is an aluminium ingot manufacturer for automotive, it may be with a target market of automotive companies that make components for the after-market, such as car or motorcycle wheels outside of principles. for aluminium needs in the downstream industry, externally, the industry is driven by the development of the world of transportation, which requires casting products and structural products. table 4 is the stp (segmentation-targetingpositioning) for the downstream aluminium industry, an essential stage in strategic marketing. the four downstream industry groups from this analysis, the analysis results have a different stp by looking at the current conditions that exist. for example, the extrusion industry currently produces a lot for the construction and home appliance markets ladder. in the future, the segmentation must change into a value-added product higher. consequently, the in pr es s 186 the winners, vol. 23 no. 2 september 2022, 181-188 type of aluminium also changes. with a product like that, targeting has also shifted to supporting the transportation sector, especially public transportation. the selected positioning is, of course, an extrusion product that has high added value. the plate, sheet, and foil industries are almost the same today as the wire and cable industry, and considering that the current stp is correct, in the future by looking at the existing market share. therefore, the stp in the future will remain with the current condition (status quo). whereas for industrial foundry (casting) for the automotive, despite the large market (see table 2), it is pseudo-markets, most of which are an impenetrable network of principals. therefore, stp needs to change. the change became its segmentation on the type of foundry product other. targeting is directed to become an after-market product casting company to offset imported products so that the product positioning for the casting industry is low price aluminium ingot. through the approach and modification of simandl (2015), the critical-strategic position of the industry indonesia aluminium is shown in figure 5. bauxite is a very strategic mineral because it is economically crucial. the state’s income from the export of bauxite minerals is an essential ample, and abundant supply. on the other hand, alumina is a critical and strategic mineral because the supply is sufficient but not yet fully used for the national aluminium industry. meanwhile, aluminium is a critical and strategic material because its supply is risky and sourced from imports and is economically significant because it drives industry manufacturing in indonesia. with a strategic marketing approach, the indonesian state, by analogy, behaves like a company organization with its bauxite mineral resources. therefore, it can be concluded that the existing bauxite wealth has an important position. for the aluminium industry, with the policy that from 2023 indonesia will no longer export bauxite ore in raw form, there will be a higher amount of alumina production than domestic demand. thus, alumina must be exported mainly with the target china and smelters in the asean region (malaysia). however, in the scenario, the government will set up a new aluminium plant equivalent to inalum. figure 5 critical-strategic position of indonesian bauxite, alumina, and aluminium (modification from simandl) table 4 stp for downstream aluminium industry no. industries al series form external factors (existing condition) segmentation targeting positioning main strategic direction 1 extrusion 6xxx billet mostly imported and secondary aluminium is also big market too high-quality product with new al series, i.e., 5xxx, 7xxx transportation sector value-added products, the transportation sector new products on the type of al series based 2 plate, sheet, foil 1xxx, 2xxx slab almost 100% imported, especially for pharmaceutical packaging products status quo status quo pharmaceutical and food packaging import substitution 3 automotive a356 ingot the highest demand is still for principals casting plan products, robust supply chain line according to principals nonautomotive principals casting products after-market automotive parts and other casting companies low price ingot newmarket 4 wire & cables 1xxx billet/ bar market dependent on government projects (national electric company) status quo status quo status quo import substitution in pr es s 187strategic marketing approach .... (sri bramantoro abdinagoro; mohammad hamsal) meanwhile, as an aluminium producer for the downstream industry, the strategically-held aluminium treatment will differ depending on the downstream industry. for the plates industry, sheet, foil, wire, and cable, import substitution strategy by maintaining current condition with the respective stp is the most appropriate strategic direction. at the same time, the extrusion industry changes its strategy from supporting the home appliance industry to products with higher added value, such as to support the public transportation industry and with a niche product that is thinking about the type of aluminium different. it also applies in the automotive industry by not relying on supplies to the principal’s automotive industry into non-principals automotive components and looking for new markets for aluminium casting. iv. conclusions aluminium is one of the environmentally friendly commodities that have bright prospects in the future. in addition, it is related to the problem of scarcity of wood due to heating problems. globally, aluminium can also substitute wood for use in furniture production, windows, doors, and other building materials. therefore, many experts argue that aluminium is an essential metal that humans need. in the implementation, aluminium can also make sophisticated products, like food packaging, medicine packaging, electronic equipment, transportation equipment (prosser, johnson, & saptaji, 2017). therefore, indonesia aluminium industry has to be evaluated and reorganized. the importance of bauxite-alumina-aluminium products economically and positionally critically because of the supply risk being required in the future. with its wealth of resources, aluminium is an industry in which indonesia is natural has been active for a long time, starting from mining bauxite ore, refining the ore into alumina, and then smelting alumina to produce primary metal aluminium. however, the mining industry needs a lot to learn and develop processing techniques and examine aspects of strategic marketing to become a leading industry both domestically and play a role to be competitive in the market export. it becomes crucial, especially if there is overproduction in the domestic market in indonesia in the next few years. therefore, various stakeholders, ranging from regulators and operators, need to share their perceptions to develop this industry to be efficient and productive to achieve the competitiveness of this commodity in the global market. references australian aluminium council ltd. 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(1984). a resource-based view of the firm. strategic management journal, 5(2), 171-180. https://doi.org/10.1002/smj.4250050207 world bank (1981). bauxite and aluminium handbook. commodities and export projections division, economic analysis and projections. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 43 the winners, 23(1), march 2022, 43-50 doi: 10.21512/tw.v23i1.7099 how financial ratios and firm size affect profitability: evidence from food and beverages industry in indonesia chesa ivania larasati1; purwanto2* 1,2faculty of business, president university jababeka education park, jl. ki hajar dewantara, mekarmukti, bekasi, west java 17530, indonesia 1ivaniachesa@yahoo.com; 2purwanto@president.ac.id received: 27th february 2021/ revised: 25th april 2021/ accepted: 28th april 2021 how to cite: larasati, c. i. & purwanto. (2022). how financial ratios and firm size affect profitability: evidence from food and beverages industry in indonesia. the winners, 23(1), 43-50. https://doi.org/10.21512/tw.v23i1.7099 abstract the research was conducted to determine the influence of financial ratios and firm size on the profitability of the company in the food and beverages industry in indonesia, both partially and simultaneously and to determine which factor has the most significant influence on profitability, from 2014 to 2019. the researcher selected six independent variables to be evaluated using descriptive statistical analysis, classical assumption evaluation, multiple regression analysis, and hypotheses testing with the microsoft excel 2016 and eviews 10 as statistical tools. the sampling method and panel data were used to collect the data. there were 72 observation data collected from the indonesia stock exchange as well as the company's official webpage from 11 food and beverage companies. the financial ratios chosen for the research were working capital to total asset ratio, current ratio, debt to equity ratio, total asset turnover, inventory turnover, and firm size. on the other hand, return on assets was being used as the dependent variable. the research results indicate that, simultaneously, 51,35% influences the profitability of the company. total asset turnover, inventory turnover, and firm size insignificantly influence the performance of the company, and the debt to equity ratio is the factor with the most significant influence. keywords: financial ratios, firm size, industry profitability i. introduction people or organizations enter the mass market or any profession due to several motivations such as earning and gaining profit despite other personal interests. every industry sector is doing financing activities to achieve their goals. the food and beverages industry is one of the industries growing rapidly year by year. in 2019, the food and beverages industry were predicted to be the number one growing industry. along with the population growth in indonesia, the volume of the needs towards foods and beverages is increasing. throughout the first semester of 2020, indonesia’s economic performance in the first semester of 2019 experienced a contraction of minus 5,32%. several industrial sectors also experienced the same thing, namely negative performance. however, the performance of the food industry in the first semester of 2020 towards semester 1 in 2019 continued to experience positive growth of 2%. meanwhile, the second quarter of 2020 experienced a growth of 1,9% against the second quarter of 2019. the tendency of indonesian to eat fast food has caused the appearance of new companies in food and beverages since the food and beverages industry considerably has a good prospect in the current year or even in the years ahead. the food and beverages industry has an important and strategist role, not only for the fulfillment of the needs of food and beverages but also important in the value improvement from the primary product to help the related industries increase as well (sanjaya & henviani, 2020). as a result, investments are becoming a more desirable alternative to existing spending for society, rather than consuming items, and families are saving more. simply put, more savings will result in greater investment in potential wealth (dhantine & donaldson, 2015). the financial performance of the company is an element directly related to the measurement of the performance of the company that is shown in the financial report called the statement of income. in addition, net profit frequently used as an indicator of performance or as a reference for other indicators. in order to gain profit, many companies create such strategies and systems to achieve it. one of the most 44 the winners, vol. 23 no. 1 march 2022, 43-50 important cores of a company is how they manage their financial activities to get to the community. the value of a company is affected by the economic conditions and the business environment in which a company is located. therefore, valuation needs to be done by looking at macroeconomic conditions and industrial conditions as well as existing market shares (cakranegara, 2020). for investors, the study of the financial ratios could be used to see whether the company is worth enough to invest and how well the outlook is in the future by comparing the financial ratio between each entity and relevant agencies, or average rates may indicate a relative financial situation. financial ratio analysis can help investors in making investment decision and predicting firm’s future performance. it can also give early warning about the slowdown of firm’s financial condition (ohlson, 1980). research in finance shows that firm’s characteristics (such as growth, company size, efficiency) can predict the future stock price. in the research, the financial performance in food and beverages companies will be discovered by using financial ratios analysis such as working capital to total asset (wcta), current ratio (cr), debt to equity ratio (der), total asset turnover (tat), inventory turnover (it), and firm size (siz). the effective use of the financial ratios focuses on two approaches: 1) accountants and 2) economists for forecasting potential financial conditions, e.g. the estimated future profits by multiplying the expected profit margin revenue (sales ratio/profit) and, more often, statistical methods analysts, especially for predictive inquiries, such as market losses. the data are collected from company’s financial report (shah & khan, 2018). a financial report serves everything regarding the company’s financial condition such as, its financial position, cash flow, and the financial performance of the company that might be beneficial for the stakeholders in making financing decisions. one of the simplest ways to determine a company's financial condition is by doing a financial ratio analysis since the raw data needed is already publicly available by the company. therefore, it is do-able and accessible to everybody. commonly, a financial ratio is executed by comparing two or more variables from the company’s financial statement to be used to calculate the financial position of the company for a given period of time (tracy, 2012). the ratio of a working capital is perhaps the most valuable ratio in forecasting the loss of the company since it is associated with profitability. inefficient working capital in the management of the company is one of the reasons that may impact the profitability of the company. it may also create a financial crisis in the company, despite all the profitability orientation, firm size, and business orientation, the company’s needs a certain amount of it (purba et al., 2020). another ratio from the liquidity is current ratio that aims to analyse whether a corporation meets its short-term debt obligation with dividing its current assets into its total debt. higher average ratio allows greater ability of the firm to fund new loans by leveraging existing assets, whose amounts are not so high (rohmah, 2018). leverage ratio shows both on the inside and outside of the company itself about how efficient they are in spending borrowed money. the ratio itself results from the activities of the company by external parties, which may be named fixed costs. the debt-toequity ratio has been used by investors and economists to figure out how much the debt of the firm is relative to the equity of the company or the owners (irman, et al, 2020). other research has shown that the value of der has a substantial effect on the return on assets (dewi, 2017). the activity ratio is often referred to as the productivity ratio, a ratio that indicates the quality and usage of all assets owned by the company. total asset turnover would be used as the calculation of which the activity of this ratio includes in measuring the turnover of every company’s assets to know the profitability of sales. total asset turnover is among the most important factors of the company and is significantly valuable for company’s shareholders. however, it is more important for the management section to analyse since this ratio indicates their efficiency in spending money (purwanto & bina, 2016). on the other hand, inventory turnover ratio or inventory cycle of a company shows that the less inventory is in the company, the more productive it is for the company (farooq, 2019). firm size is regarded to be a significant and basic firm aspect, in any case, finding a firm size 'size-effect' influences the analytical outcomes (dang et al., 2017). wang et al, (2020) state that it is possible to calculate the firm size by using logarithmic nature of total assets at year-end. a higher value of these variables leads to higher rate of the firm size of the company. similarly, bigger asset makes it possible to have greater capital invested, while more sales also means more money turns in the company (andy & johan, 2019). return on assets (roa) can be the measurement of the financial performance of multinational companies, in particular from the point of view of profitability and investment opportunities. return on asset in this case focuses on the ability of the company in gaining profit in the company’s operation. return is measured by profitability analysis, while risk can be measured using variability sales, cost, and portfolio diversification (rusydiana & nugroho, 2017). if the return on asset of a company increases, so does the profitability, thus it will be affecting the dividends and capital gain for the stockholders. financial performance is a result of the analysis to see how far the firm has come with the right decisions of finance. the components specifically relevant to the calculation of net profit are revenue and cost. profitability is commonly chosen as the key measurement to indicate a company’s financial performance and health. according to niresh and velnampy (2014), profitability is the amount of money that can threaten a company’s assets and be the main purpose of the companies to maximize their profit. 45how financial ratios and firm.... (chesa ivania larasati: purwanto) it appears noticeable the growth of food and beverages in indonesia is decreasing through the year despite the fact that in a financial situation, the industry is getting better. based on the history of the ups and downs of the industry, in which many foods and beverages companies can survive, it is interesting to expose and discover the performance of this industry. therefore, the research obtains information and identify the performance of the food and beverage industry by using financial ratio analysis that affects profitability and by examining the relationship of each variable. this can be useful for the food and beverage business as an insight into the financial success of the business and financial profitability to evaluate and compare between companies and find out the strengths and weaknesses of the company by learning from other companies. ii. methods the research applies a quantitative analysis as a testing tool. all financial data are collected upon its financial results of the company listed on the indonesian stock exchange. all data used in the research come period 2013-2019. several hypotheses are formulated: h1: there is significant influence of working capital to total asset on company’s profitability h2: there is significant influence of current ratio on company’s profitability h3: there is significant influence of debt to equity ratio on company’s profitability h4: there is significant influence of total assets turnover on company’s profitability h5: there is significant influence of inventory turnover on company’s profitability h6: there is significant influence of firm size on company’s profitability h7: there is significant influence of the whole independent variables towards company’s profitability the research uses a parameter best linear unbiased estimator (blue) aiming the successful outcome will be discovered. there are some of the requirements in using blue parameter, namely: 1) normal distribution data, 2) no serial correlation, 3) homoscedasticity, 4) the model is properly classified, 5) no absolute relationship between independent variable. multiple regression approach is a study to see the pattern of the interaction between more than one independent variable and dependent variables (irman, et al, 2020), where the equation is written: y = ꞵ0 + ꞵ1x1+ ꞵ2x2 + ꞵ3x3 + ꞵ4x4 + ꞵ5x5 + ꞵ6x6 + e (1) notes: y = return on asset (roa) of food and beverages companies listed on idx ꞵ0 = constant x1 = working capital to asset (wcta) x2 = current ratio (cr) x3 = debt to equity ratio (der) x4 = total asset turnover (tat) x5 = inventory turnover (it) x6 = firm size (siz) ꞵ1 ꞵ6 = regression coefficients e = error term iii. results and discussions the research requires another method in providing a brief explanation about the data that have been computed on eviews 10 (statistical software) to summarize the specific data set. therefore, the research uses result of the interpretation of descriptive analysis to calculate the mean, median, maximum and minimum level, and standard deviation with total 77 observation data. according to creswell (2017), descriptive statistical analysis serves data in details such as mean, median, standard deviation, and the scoring level in terms of the distribution frequency that can be seen in statistical techniques concise statistics (table 1). hausman test can help the researcher in discovering which are more preferable between fixed and random effects for the research. the hausman test result in table 2 implies that the probability value is 1,000, which means that if the probability value surpassed the significance value that has been set which is 5%, it is concluded that the research is best table 1 descriptive statistic result roa wcta cr der tat it firm size mean 0,1024 0,1338 1,8343 0,9502 1,2197 7,6402 15,1996 median 0,0780 0,1620 1,6230 1,0280 1,2060 6,1490 14,8740 maximum 0,6070 0,5380 4,8440 3,3390 2,5930 24,3970 18,3850 minimum -0,0890 -2,4160 0,1520 -2,0170 0,5420 2,2170 12,6250 std. dev. 0,1312 0,3477 0,9783 0,7101 0,4093 5,1382 1,5542 observations 77 77 77 77 77 77 77 source: proceed data by eviews 10 46 the winners, vol. 23 no. 1 march 2022, 43-50 suited to the use of a random effect model. according to normality test result provided figure 1, the result of the jaque-bera is 0,118088 which surpasses the significant value of 5% or 0,05. it is indicated that the data are generally spread and fulfill the criteria of the normality test. the aim of the heteroscedasticity test is to determine if there is an inequivalent variation in the regression model through one finding to the other. the white test is to assess whether or not there is heteroscedasticity in this study. according to the result of the white test, it is shown that ‘white crosssection standard errors & covariance (d.f. corrected)’. the benefit of this method is that this method has a function to solve the heteroscedasticity. it turns out that heteroscedasticity does not occur in the research. the objective of the multicollinearity study is to check whether a correlation can be identified among independent variables. if the independent variables are associated, the variables are not orthogonal. test results in table 4 explains the highest matrix is found between wcta and cr by 0,6216. the result is valid since the value of correlation of each independent variables is not more than 0,7 which means that the multicollinearity issue of the research does not occur. according to the outcome of the regression analysis in table 5, durbin-watson’s calculation value is 1,730332 and it fulfills the condition of -2 ≤ dw ≤ 2. therefore, it is concluded that the result is -2 ≤ 1,730332 ≤ 0,5, so there is no autocorrelation existing in this research. according to ghozali (2016), a good regression model is a model that has no autocorrelation. the findings of the multiple regression study helps to estimate the mean value of the dependent variable in this sample based on other independent table 2 hausman test result correlated random effects hausman test equation: untitled test cross-section random effects test summary chi-sq. statistic chi-sq. d.f. prob. cross-section random 0,000000 6 1,0000 source: proceed data by eviews 10 figure 1 normality test result source: proceed data by eviews 10 table 3 heteroscedasticity test dependent variable: roa method: panel egls (cross-section random effects) date: 12/09/20 time: 10:38 sample: 2013 2019 periods included: 7 cross-sections included: 11 total panel (balanced) observations: 77 swamy and arora estimator of component variances white cross-section standard errors & covariance (d.f. corrected) warning: estimated coefficient covariance matrix is of reduced rank source: proceed data by eviews 10 47how financial ratios and firm.... (chesa ivania larasati: purwanto) variables. according to ghozali (2016), the coefficient of determination (r2) basically measures how far the model's ability to explain variation of the dependent variable. based on the output of eviews 10 partially from the six independent variables which are wcta, cr, der, tat, it and siz towards roa as the dependent variable, it is shown in table 6. the first hypothesis states that working capital to total asset positively and significantly has impact towards return on asset. the result obtains that the regression coefficient of wcta is 0,1815 with its significant value is 0,0020, which means less than 0,05. wcta displays the net operating capital of the company's total current assets to sustain the company's activities. purba et al. (2020) state that the ratio of a working capital is perhaps the most valuable ratio in forecasting the loss of the company since it is associated with profitability. the second hypothesis is that the current ratio has a major impact return on asset, as seen in the food and beverage industry in indonesia. the outcome of the regression coefficient of cr is -0,0344 with a significant value of 0,0083. it is concluded that cr has a negative significant value towards company’s roa because its significant value is less than 0,05 but with a negative t-test result. the current ratio (cr) is indeed a formula used to determine the firm pays off all its short-term obligations to existing assets and is also part of the liquidity ratio. the higher the cr percentage means that the company has a better efficiency in its financial management (hasanah & enggariyanto, 2018). as table 6 provides, der as the third independent variable comes out with the regression coefficient result of -0,0704 and with its p-value (significant value) is 0,0015. the negative value of der and its p value, which is less than 0,05, indicates that der occurs to have a negative and major effect on roa. the der is necessary to find out the sum of money provided to the owner of the business by the creditor. the higher the percentage, the healthier it is for the company. this variable indicates that each rupiah to its own money is being used as collateral for the debt. there is also no limits on how much der is good for the company. however according to irman et al. (2020) for conservatives, the normal der that crosses 66% or 2/3 is considered risky. the next hypothesis relates to the impact of tat on roa. based on table 6, the variable tat has the significant value of 0,2930 with the regression coefficient is 0,0527. with a p-value of more than 0,05, this shows that tat does have an insignificant table 4 multicollinearity test wcta cr der tat it firm size wcta 1,0000 0,6216 0,1684 0,0007 -0,0400 0,2424 cr 0,6216 1,0000 -0,3152 -0,2485 -0,0197 0,3248 der 0,1684 -0,3152 1,0000 0,3206 0,0138 -0,1562 tat 0,0007 -0,2485 0,3206 1,0000 -0,1627 -0,6230 it -0,0400 -0,0197 0,0138 -0,1627 1,0000 -0,1158 firm size 0,2424 0,3248 -0,1562 -0,6230 -0,1158 1,0000 source: proceed data by eviews 10 table 5 durbin-watson test result weighted statistics durbin watson statistics 1,730332 source: proceed data by eviews 10 table 6 multiple regression analysis result variable coefficient std. error t-statistic prob. c 0,8750 0,7044 1,2423 0,2187 wcta 0,1815 0,0564 3,2186 0,0020 cr -0,0344 0,0126 -2,7259 0,0083 der -0,0704 0,0212 -3,3287 0,0015 tat 0,0527 0,0497 1,0602 0,2930 it 0,0095 0,0065 1,4617 0,1487 siz -0,0529 0,0450 -1,1743 0,2446 source: proceed data by eviews 10 48 the winners, vol. 23 no. 1 march 2022, 43-50 and positive impact on the return on the asset of the firm. for the company, the greater the ratio of tat, the better it is for the company. total asset turnover (tat) shows the level of efficiency in the use of all company’s assets in generating certain income. this is the calculation of which activity of this ratio is included in measuring the turnover of every company’s assets to know the profitability of sales (hasanah & enggariyanto, 2018). high total asset turnover means the cooperative management’s ability to manage asset both current and fixed assets. therefore, total asset turnover can be enlarged by adding assets on one hand and on the other so that increase in sales can be greater than the increase in asset. table 6 shows that it has a significant value by 0,1487 with the regression coefficient result is 0,0095. based on the fact that the p-value of it is more than 0,05 and the t-test is positive, it is concluded that it has a positive but not significant influence towards company’s roa. it is included in the activity ratio, which becomes an indicator of a company in control and allocates its assets (gibson, 2011). this inventory turnover ratio or inventory cycle of a company shows that the less inventory in the company, the more productive it is for the company. it is also better if the company can sell inventory quickly to avoid overload inventory stored in the warehouse for a long time. the outcome of the analysis displays that siz is the last independent variable with a regression coefficient value of -0,0529 with a p value of 0,2446. the research finds that siz has a negative result and significance value more than 0,05, which makes siz to be the variable that has negative and insignificant influence towards roa. this insignificance result means that the company is getting bigger, so the company needs greater cost in maintaining its operational activities. the negative influence occurs since activities such as administrative, labor costs, maintenance costs of vehicles, general costs, and many more might reduce company’s return on assets (ali, 2019). according the result of multiple regression analysis it shows that the adjusted r2 is 0,513506, where it implies that 51,35% of profitability of the company is the return on the asset. in the research, profitability is affected by the wcta, cr, der, tat, it and siz. the rest of the 51,15% is impacted by many other factors that are not examined in the research. on the other hand, the result of the f-test also displays that the significance value is 0,000, which means under the 0,05. it is concluded that the independent variables has significant influence towards company’s financial performance (roa) simultaneously. moreover, based on the level of significance towards the dependent variable, independent variable with the most significant value is debt equity ratio with -0,074 and the p-value is 0,0015. coefficient determinant analysis aims to see how much impact its independent variables have on the roa as a percentage. if the value is equal to one, then the r2 is considered great since it has a strong capacity to influence the dependent variable (shadmehri & fathi, 2013). the higher the r2 value, the higher the influence between independent variables and roa, and vice versa. table 7 coefficient of determination weighted statistics r-squared 0,590321 adjusted r-squared 0,513506 source: proceed data by eviews 10 table 7 shows that the result of the r2 is 0,590321 or 59,03%. nevertheless, it is better to use the adjusted result of the r2 to obtain more balanced and correct result of the coefficient determination. the result of the adjusted r2 is 0,513506, so it can be concluded that 51,35% of variability of roa can be linked or connected to the independent variables (wcta, cr, der, tat, it, and siz) simultaneously. the remaining 50,65% are affected by certain variables that are not being used in this regression model. it is discovered that the most significant aspect impacting the profitability of the company in food and beverages industry in indonesia is debt to equity ratio. der has its smallest p-value which is 0,0015 and less than 0,05, which makes it the most significant factor that influence profitability. companies really need to pay attention on the percentage of the debt to equity ratio as it is directly and significantly influence roa. iv. conclusions there have been six independent variables throughout the research, which are all tested by descriptive statistical analysis, classical assumption test, multiple regression analysis, and hypothesis testing. working capital to total asset ratio has a positive significant effect on the profitability of the company. current ratio has a negative significant influence towards company’s profitability. debt to equity ratio as the third independent variable indicates a negative significant influence towards profitability of the company. total asset turnover shows an insignificant positive influence towards profitability of the company. inventory turnover shows a positive significant influence towards company’s profitability. firm size as the last independent variables shows that it has significant negative influence towards company’s profitability. der has its smallest p-value which is 0,0015 and less than 0,05 that make it the most significant factor that influence profitability. the respective foods and beverages companies in indonesia are also fully suggested to take a deep look and improve on the chosen financial ratios in the research as independent variables such as, working capital to total asset, current ratio, debt to equity ratio, 49how financial ratios and firm.... (chesa ivania larasati: purwanto) total asset turnover, inventory turnover and firm size in assets which have been confirmed to have a major effect on asset returns. all of those financial ratios are affecting the company’s profitability for 51,35%. indonesia’s food and beverages industry is able to survive during economic crisis and keep moving to a better economic condition. it is suggested that company should maintain their sustainability and pay attention to their financial report as part of their risk management to gain profitability that will affect indonesia’s gdp and attract more investors to invest in this sector to help the country economic progress. in addition, it is advisable that investors understand about financial ratio analysis and corporate financial performance before investing in a company. it will help investors to have a better insight in investing by looking on the fundamental investment analysis. the research has several limitations, in terms on the financial ratios and the sample period. thus, future researchers are suggested to extend the time period and expand the size of the sample or input population of the research to obtain more observation data and get more specific background of the food and beverages industry in indonesia. knowing that 51,35% of the company’s profitability is impacted by the chosen independent variables in the research. adding more variable is also suggested for the next future research to find more factors that might affect profitability of the company. references ali, s. a. (2019). determinants of profitability in the manufacturing firm: the case of natural mineral water producing companies. [master thesis, addis ababa university]. andy & johan, s. (2019). analisis faktor-faktor yang mempengaruhi nilai perusahaan di sektor properti dan real estate terdaftar di bursa efek indonesia pada tahun 2014-2018. journal manajemen bisnis dan kewirausahaan, 4(6), 264-269. http://dx.doi. org/10.24912/jmbk.v4i6.9791 cakranegara, p. (2020). valuasi aset tak berwujud perusahaan start up teknologi dengan menggunakan metode navaro lopez untuk penawaran saham perdana. prosiding working papers series in management, 12(2), 27-35. https://doi.org/10.25170/ wpm.v12i2.27-35 creswell, j. w. (2017). research design: qualitative, quantitative, and mixed methods approaches. sage publications. dang, c., li, z., & yang, c. (2018). measuring firm size in empirical corporate finance. journal banking anf finance, 86(c), 159-176. https://doi.org/10.1016/j. jbankfin.2017.09.006 dewi, t. f. (2017). pengaruh current ratio, working capital to total asset, debt to total asset, return on asset dan total asset turnover terhadap perubahan laba pada perusahaan dagang sektor retail yang terdaftar di bursa efek indonesia.[thesis] 1-12. dhantine, j. & donaldson, j. (2015). intermediate financial theory. oxford: elsevier inc. farooq, u. (2019). impact of inventory turnover on the profitability of non-financial sector firms in pakistan. journal of finance and accounting research, 1(1), 34-51. https://doi.org/10.32350/jfar.0101.03 ghozali, i. (2016). aplikasi analisis multivariate dengan program spss. semarang: penerbit diponegoro. gibson, d. n. (2011). financial statement analysis. canada: south-western, cengage learning. hasanah, a. & enggariyanto, d. (2018). analisis faktorfaktor yang mempengaruhi return on assets pada perusahaan manufaktur yang terdaftar di bursa efek indonesia. journal of applied managerial accounting, 2(1), 15-25. https://doi.org/10.30871/ jama.v2i1.658 irman, m., purwati, a., & juliyanti. (2020). analysis on the influence of current ratio, debt to equity ratio and total asset turnover toward return on assets on the otomotive and component company that has been registered in indonesia stock exchange within 2011-2017. international journal of economics development research, 1(1), 36-44. https://doi. org/10.37385/ijedr.v1i1.26 niresh, j. a. & velnampy, t. (2014). firm size and profitability: a study of listed manufacturing firms in sri lanka. international journal of business and management, 9(4), 57-64. https://doi.org/10.5539/ ijbm.v9n4p57 ohlson, j. a. (1980). financial ratios and the probabilistic prediction of bankruptcy. journal of accounting research, 18(1), 109-131. http://dx.doi. org/10.2307/2490395 purba, m. i., sitorus, a. s., rinanda, a., malau, i., & danantho, q. (2020). pengaruh working capital to total asset (wcta), current ratio (cr), dan debt to equity ratio (der) terhadap profitabilitas pada perusahaan manufaktur sektor aneka industri terdaftar di bursa efek indonesia periode 20142017. universitas dharmawangsa, 14(3), 404-418. purwanto & bina, c. r. (2016). analysis of financial ratio on predicting earning growth in selected mining companies. universal journal of industrial and business management, 4(3), 81-87. https://doi. org/10.13189/ujibm.2016.040301 rohmah, i. (2018). pengaruh current ratio (cr), debt to equity ratio (der), total asset turnover (tato) dan net profit margin (npm) terhadap return on assets (roa) pada perusahaan food and beverage yang terdaftar di bursa efek indonesia (bei) tahun 2013-2016. kudus: fakultas ekonomi dan bisnis, universitas muria kudus. rusydiana, a. s. & nugroho, t. (2017). measuring efficiency of life insurance institution in indonesia: data envelopment analysis approach. global review of islamic economics and business, 5(1), 12-24. http://dx.doi.org/10.14421/grieb.2017.051-02 sanjaya, r. & henviani. (2020). factors that infuence on the price to book value of the company in indonesia stock exchange. riset: jurnal aplikasi ekonomi 50 the winners, vol. 23 no. 1 march 2022, 43-50 akuntansi dan bisnis, 2(2), 361-372. https://doi. org/10.35212/riset.v2i2.58 shah, m. & khan, f. (2018). profitability and working capital management nexus: evidence from food & personal care products sector firms listed on pakistan stock exchange. journal of business and tourism, 4(1), 55-67. tracy, a. (2012). ratio analysis fundamentals: how 17 financial ratios can allow you to analyse any business on the planet (1st ed.). createspace independent publishing platform. wang, n., wang, l., zhang, l., & yu, y. (2020). tax shelters, reputational costs and ceo turnover: evidence from tax-violating enterprises in china. emerging markets finance and trade, 57, 1986-2005. https:// doi.org/10.1080/1540496x.2020.1768070 microsoft word 02_ersa t.w._microfinance.doc journal the winners, vol. 9 no. 1, maret 2008: 22-34 22 the accountability of islamic microfinance institution: an evidence from indonesia ersa tri wahyuni1 abstract the article aims to provide current condition’s information on the accountability of baitul maal wat tamwil (bmt) in indonesia. lack of supervisory board and low demand for audited financial statements provide little incentive for bmt managers to make their financial statement audited by independent auditor. statistical estimation technique about one sample proportion, give an estimation with 95% confidence level that only 7-20% of bmt is audited by independent auditor. most of the reason for bmt not being audited are because they feel they do not need an audit and the price for audit is relatively expensive. keywords: microfinance, islamic microfinance, accountability, independent auditor abstrak artikel bertujuan memberikan informasi kondisi terkini tentang akuntabilitas bmt di indonesia. kekurangan dewan pengawas dan permintaan yang rendah terhadap pernyataan finansial yang teraudit memberikan sumbangan yang sangat sedikit bagi manajer bmt untuk menjadikan pernyataan finansial mereka teraudit oleh auditor independen. teknik estimasi statistik sekitar 1 proporsi sampel memberikan estimasi 95% confidence level dan hanya 7-20% dari bmt yang diaudit oleh auditor independen. kebanyakan alasan bmt tidak diaudit adalah karena merasa tidak membutuhkan audit dan harga untuk sebuah audit cukup mahal. kata kunci: microfinance, islamic microfinance, akuntabilitas, auditor independen 1 jurusan akuntansi, fakultas ekonomi, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, ersatw@binus.edu the accountability of...( ersa tri wahyuni) 23 introduction indonesia has been developing their microfinance since 1970s. it is imperative that indonesia have strong microfinance system as sme is the backbone of the economy. it is estimated that 89% indonesia people are employed in small enterprises (including household and cottage enterprises) and accounting for 41% of indonesian gross domestic product (rice, 2000). indonesia is fortunate that microfinance has received a full support from the government and state regulators. bank rakyat indonesia (bri) with its 4049 profit centre units in 2003, mostly at rural areas, becomes pioneer in sustainable microbanking system (robinson, 2004). besides bri which a major player in microbanking industry, independent rural banks (bpr), and village credit banks (bkd) and other semi-formal and non-formal microfinance institutions (mfi). many rural banks and semi-formal mfis run their operation following the islamic banking rule or well-known by islamic banking or shariah banking. saving and loan cooperatives also play an important role as microfinance institution. as per december 2003, there are 36.376 saving and loan cooperatives (ksp) and saving and loan units (usp) in indonesia registered in ministry of cooperatives and sme (depkop, 2004). their total asset is more than idr 6 trillion and serves more than 11 million people members and depositors. bmt or baitul mal wat tamwil is another islamic microfinance institution. they are not banks, although most of them operate exactly like banks. some bmt are registered with the ministry of cooperation and small enterprise as shariah saving and loan cooperatives. some bmt also becomes part of islamic cooperatives or as the business unit of islamic charity organization. most operate informally with minimum regulations and supervisions. the development of islamic saving and loan cooperatives or bmt in indonesia has been exceptional. the number of bmt has risen from 300 at the end of 1995, to 1501 at the end of 1997, and 2470 bmt in 1998 (timberg,1999). as december 2005, there are 3.037 bmt registered in pinbuk (pusat inkubasi usaha kecil). that number includes bmt who has legal body as cooperatives, or “pre-cooperatives” who operate with pinbuk “operation eligibility statement.” the definite number of bmt is almost impossible to find as many of bmt are not registered in pinbuk or affiliated to other ngo. all bmt is estimated have consolidated asset of more than rp. 1 trillion, employed more than 30,000 workers with more than 40% of them are women. bmt serves 2 millions depositors and distribute micro credit to more than 1.5 millions micro entrepreneurs (aziz, 2000). journal the winners, vol. 9 no. 1, maret 2008: 22-34 24 however, the rapid development of bmt, is not followed by the development of reporting regulations and accounting standards. the precise definite legal status of bmt is somehow in doubt. due their informal nature, many bmt do not have any legal form. some small bmt are “pre-cooperatives”, run by operation eligibility statement from pinbuk, some has notarial deed as their legal form, some have legal form as cooperation or a non profit foundation. this paper examines the accountability of bmt in indonesia, specifically, to gain knowledge on the bmt’s efforts to make themselves accountable to their members or other financial statement users. this paper also describes the current condition of bmt on how many bmt are audited by independent auditor and how many of them are not and audited by internal auditor instead. their reason of not being audited by independent auditor will also be explored in this paper. this research aim to answer some of the following questions: from the sample bmt investigated, how do they make themselves accountable to their members; from the sample bmt in this study, how many of them are audited by an independent financial auditor; for those who are not audited by independent auditor, what would their main reason to avoid independent audit. discussion bmt business model bmt is a microfinance institution that integrates all economic and social activities in the grass root level of society. the activity of bmt as baaitul tamwil is to develop productive business by promoting saving activity and helping financing economic activities its members and the society in the area. bmt as baaitul maal also has social function by supporting social funds such as zakat, infaq, sodaqoh (people’s charity fund) and distribute it with the principle of society empowerment accordance with the islamic rules and regulations. to establish a bmt is not a complicated process. a group of people who are interested to establish a bmt in their society need to find support from their community leaders and prominent members of their society. with the approval and support of the community leaders, this group can make founding committee (p3b) consist of 5 people. the main job of this committee is to get 20-40 people as first founder who would like to invest in bmt (pay initial shares/ simpoksus). for more details, the bmt establishment process is shown in flowchart diagram 1. the accountability of...( ersa tri wahyuni) 25 bmt use shariah principle or profit sharing not interest based. the bmt’s products include can be categorised into three: purchase form, profit sharing form and borrowing form. for the purchase form, the major instruments in bmt, there are murabbahah (cost plus margin), istisna (purchase with specification), bai al salam (purchased with deferred delivery), ijarah (lease and hire purchase). ninety to ninty five percent of bmt transaction is purchase form transaction, especially murabbaha (azis, 2004). source: pinbuk, 2005 diagram 1 bmt establishment process the demand source for bmt accountability the author identifies some parties who become the demand source for bmt accountability: bmt’s members as cooperatives, bmt members should be the major party demanding the accountability from bmt’s managers, just as shareholders demand accountability from the board of directors. bmt usually has organisational structure as shown in diagram 2. founder and steering committee community leaders, prominent members of society founding committee (p3b) financial capital stimulant founder support formation of management pinbuk partnership certificate preparation for operational infrastructure tool and cooperation legal entity koperasi potential bmt management initial financial capital, (simwa, simpok,simposkus) training and internship bmt start to operate journal the winners, vol. 9 no. 1, maret 2008: 22-34 26 source: azis, 2004. diagram 2 bmt organisational structure if bmt fully adopt cooperative institution model, bmt should only serve its member. however in the practice, as bmt operate as a bank, they have many customers and depositors. bmt beringharjo in yogyakarta with asset of idr 12 billion and 3 branch offices, serves 11 000 members and depositor. the director of bmt beringharjo said to me, jokingly, if they have to make agm and inviting all their depositors and members, they have to hold it in the soccer field. as it is shown in the diagram above, it is clear that bmt managers are most accountable to annual general meeting (agm). because inviting all bmt members in the agm is not applicable, usually bmt only invite their special members to the agm. their special members consist of their first founder, and members who have bmt share certificate. the agm usually hold for 20-40 members. by having less people in the agm, bmt can make decision faster. another argument also that these 20-40 special members are the one who have more concerns on bmt performance and have power to direct managers. it is questionable as well whether a member borrow money $10 from bmt or have a deposit for merely $10 can get involve in the strategic decision making process. financing department/ related instances annual general meeting for members management chairman, secretary, treasurer treasurer pinbuk general manager bookkeeping and administration leasing the accountability of...( ersa tri wahyuni) 27 monitoring agencies supervisory board should be one of the major financial statement users of bmt. some bmt practitioners and analysts i interviewed express their concerns of the lack of supervisory body in the bmt industry. different from shariah rural banks (bprs) who are supervised by central bank, bmts as mostly cooperatives do not have any monitoring body. currently ministry of cooperatives and small medium enterprise only give their status as legal entity but do not closely monitored the financial condition of bmt. this is where the monitoring organisation such as bmt center, pinbuk and microfin indonesia plays an important role to set up the benchmark and monitor the development of their members. however, most of the people in these monitoring organisations also find difficulties in collecting financial data of their members. “it is quite hard to ask for financial statements to our bmt members. we usually need to call them and ask them. they usually become more excited in submitting financial statements where it becomes one of requirements to get capital funding.” ida, bmt center. “it is very hard for us to impose our bmt to submit their financial statement. we do not have any share or capital placement in the bmt, so the submission of the financial statement must be voluntarily. we also have communication difficulties to reach bmt in rural areas. we usually can get financial statements from bmt which are close to us or easily to reach by common communication tools.” budi laksana, pinbuk. “for bmt who received funding grants from us, they usually need to submit their financial statement or progress report every month or in every three months. we usually do not have problem in asking the report as they know that it will determine their assessment. if they fail to do so, they might not be able to get the same grant next year. the downside of it is we can only force bmt who receive grants or in joining our channelling program.” m. sholeh, microfin indonesia the absence of national supervisory board who supervise all bmt in indonesia impose a great inherent risk for bmt. although very rare, there are some cases where the treasurer or bmt’s managers committed fraudulent actions by stealing bmts’money and left the cash vault empty. not all bmt are also healthy, some bmt have liquidity problem and facing going concern problem. journal the winners, vol. 9 no. 1, maret 2008: 22-34 28 ministry of cooperatives and sme the ministry of cooperative and sme represent government that give legal status to bmt. recently, in 2004, ministry issue a new cooperative type; shariah financial service cooperatives (kjks). the intention of this new cooperative type can be the legal form for bmt. however many bmt have already registered under shariah cooperatives type, especially those who are registered before 2004. the new regulation for kjks, uu no: 99/kep/m.kukm/ix/2004, article 35, stipulated that bmt who have asset more than idr 1 billion has to be audited by independent auditor or audit service cooperatives. those who are not obliged to be audited, need to have internal audit by internal auditor or special officer assigned by the cooperatives policy. the audited report need to be disclosed in annual general meeting and disclosed to public through announcement board or mass media. those who are not comply with the regulation; the sanction will be reducing their credit rating. based on the explanation above, bmt should be accountable to the ministry. however as the sanction is too light, this would not enough to provide incentive for bmt to be audited by independent auditor. it would be different for example if the sanction would be an operation suspension for bmt who do not comply with the regulation. this might will encourage more accountability of bmt. data collection and research methodology data about bmt is very difficult to find as there is no agency or department collecting the data from all bmt periodically. to gain knowledge about bmt’s accountability, the author conducted a random survey to 101 bmt directors/managers. this survey was distributed at the first bmt national conference in jakarta, 2-5 december 2005. 101 bmts surveyed came from 24 provinces in indonesia (table 1). the accountability of...( ersa tri wahyuni) 29 table 1 bmt respondents profile by provinces no propvinces amount 1 aceh 2 2 bali 2 3 banten 3 4 bengkulu 3 5 gorontalo 2 6 west irian jaya 1 7 jambi 1 8 west java 14 9 centra java 20 10 east java 3 11 west kalimantan 5 12 south kalimantan 8 13 lampung 4 14 maluku 2 15 west nusa tenggara 5 16 east nusa tenggara 2 18 riau 3 19 sorong 1 20 south sulawesi 1 21 west sumatera 3 22 south sumatera 5 23 north sumatera 5 24 yogyakarta 6 total respondents 101 as there are more than 3000 bmt in indonesia, the author does not claim that the above sample is a right proportion to represent the whole bmt condition in indonesia. a survey with a set of questions was given out to the random respondents. some directors/managers were also interviewed to know more about the details of their bmt’s condition. the data then will be discussed in this paper using descriptive statistic. findings and discussion in this section, the author will discuss three major findings regarding the accountability of bmt in indonesia. bmt print their financial reports regularly despite of the rumor that bmt are informal and lack of human resource with accounting knowledge, 97% of bmt claimed that they produce balance sheet and income journal the winners, vol. 9 no. 1, maret 2008: 22-34 30 statement. 3 respondents who admitted that they never make financial statements is because they are just newly established (less than a year). 93% percent use cash basis accounting while the other 7% use accrual accounting. from some of interview, there are some bmt admitted that they use cash accounting for revenue but apply accrual accounting for expenses. when respondents are asked “how often do you print your financial report?” most bmt claimed they print and analyze their income statement and balance sheet on monthly basis (53%), even 14% of respondents that they print their financial report every day. they enable to do that as they have integrated accounting software installed in their operation, thus to derive financial reports from the system on daily basis is not difficult. chart 1 the frequency of bmt's financial report most of bmt are not audited by independent auditor financial audit by independent and professional audit can provide a high level of assurance through enhances the credibility of accountability matter. auditors also have limited obligation to detect fraud and other illegal acts (gill, et al, 2001). however, from 101 respondents, only 14 bmt admitted that they ask independent auditor to audit their operation and financial report. chart 1 the frequency of bmt's financial report 16% 5% 7% 5% 53% 14% once a year twice a year three time a year ad hoc basis monthly daily the accountability of...( ersa tri wahyuni) 31 interestingly, some bmt who are audited are not bmt who are required to be audited by independent auditor. based on the regulation from ministry of sme and cooperatives, only bmt with asset more than idr 1 billion required to be audited by independent auditor (article 35 of uu no.91/kep/m.kukm/ix/2004). from those 14, only 9 bmt have asset more than idr 1 billion, thus required by the law, the other 5 bmt actually are not required. there are 23 bmts in my respondent with asset more than idr 1 billion, however only 9 of them claimed that they were audited by independent auditor. nevertheless, important to be noted that almost all bmt claimed they are audited, for some extent by their development agencies (pinbuk, dompet dhuafa or local representative of minstry of sme and cooperatives). however, knowing the fact that pinbuk and dompet dhuafa, their main business is not auditor; the level of audit that they perform is somewhat questionable. especially after i ask to officer in pinbuk central office, they admitted that they do not have manpower to conduct a proper audit to their 3000 members. chart 2 bmt audited by independent auditor the reasons for independent audit avoidance as discussed before, only 14 out of 101 bmt respondents have their financial statements audited by independent auditor. the main reason for audit avoidance is because bmt managers feel that they do not need audited financial statements. 53% chart 2 bmt audited by independent auditor 14% 72% 14% yes internal audit or by their affiliated org (such as pinbuk) not at all journal the winners, vol. 9 no. 1, maret 2008: 22-34 32 claimed that they do not need to be audited mostly because their members or agm do not require audited financial statements. 41% claimed that the cost for audit is relatively expensive and only 4% answered they do not see the benefit of being audited. many bmt managers i interviewed give their reason they do not need an audit by independent auditor because they see their asset is still relatively small. the director of bmt beringharjo with asset about idr 12 billion admitted that the main reason that her bmt has not being audited because it is relative expensive. she admitted that the auditor asked for idr 12 million for audit fee, or 1% from the total asset. she said better the money being used to help the poor than giving it away to the independent auditors. chart 3 reasons for audit avoidance some managers admitted that they feel they do not need an independent proper audit because they see many other bmt have not being audited either. if many bmt with asset more that idr 1 billion can get away without being audited, why would smaller bmt have to spend money to pay an independent auditor? they closely benchmark them selves with big bmts, thus if big bmt start to hire independent auditor it would attract other bmt to do the same. chart 3 reasons for audit avoidance 53%41% 6% do not need to be audited relatively expensive do not see any benefit of being audited the accountability of...( ersa tri wahyuni) 33 conclusion the development of islamic saving and loan cooperatives or bmt in indonesia has been exceptional. however, the rapid development of bmt, is not followed by the development of reporting regulation and accounting standards. currently there is no accounting standard specially made for bmt. however despite of the absence of accounting standard for bmt, from the survey, it is revealed that more than 50% bmt print their balance sheet and income statement in monthly basis. 14% even claimed that they print their financial statements on the daily basis. bmt actually have 3 parties who can become their demand source for accountability; bmts members, monitoring agencies such as pinbuk and the ministry of cooperatives and sme. however, due to the low enforcement from these parties, bmt managers are not encouraged to have their financial statements audited by independent auditors. they need more incentives to pay independent auditor to run financial audit. the numbers of bmt who are audited by independent auditor is very low. only 14 bmt from 101 respondents are audited by independent auditor, while 72% claimed that have internal audit process or being audited by their monitoring agency or ministry of cooperatives and sme, and the other 14% admitted that they do not run any audit process at all. the main reason for independent audit avoidance is the absence of audit necessity. 53% bmt managers feel that they do not need an independent audit, mostly because their members do not require them to do it. the other 41% feel that the cost for an audit would relatively be expensive. lack of supervisory and regulations create prudential dangers to bmt depositors and members. as the role of bmt in developing microfinance industry is increasing rapidly, indonesian government need to make more guidance, regulation and national supervisory agency for bmt. government also need to create more incentive for bmt managers to improve their accountability to their members and society. another research need to be conducted to gather information on what challenges bmt managers have in the accounting process or in producing accountable financial reports. the information will be helpful for monitoring agency to improve the bmt’s accountability. also a firm sanction should be imposed by the government or monitoring agency for those big bmt that avoid independent financial audit. journal the winners, vol. 9 no. 1, maret 2008: 22-34 34 references aryo, b. 2004. “syariah principles and microfinance (case study of bmt al karim),” presented at bri international seminar on microbanking system, december 1-3. aziz, amin. 2004. pedoman pendirian bmt (baaitul maal wat tamwil). pinbuk press. bi. 2002. the blueprint of islamic banking development in indonesia. bi. 2004. islamic banking statistic. directorat perbankan syariah. bmt center. 2005. profil perhimpunan bmt indonesia (bmt center). driodisuryo, p., d.m. rositan, and k. cloud 1999. “gender, self employment, and microcredit programs: an indonesian case study,” quaterly review of economics and finance, vol 39. gill, g.s., et. al. 2001. modern auditing and assurance services. 5th ed. john wiley & son. jansen, s., m. hamp, and a. hannig. 2004. microfinance in the rural financial system and the development of the local economy. presented at bri international seminar on microbanking system, december 1-3. psak 59. 2002. pernyataan standar akuntansi keuangan no. 59, akuntansi perbankan syariah. ikatan akuntansi indonesia. ramenyi, j. and quinones jr, b. eds. 2000. microfinance and poverty alleviation: case studies from asia and the pacific. new york: printer publisher, ltd. rice, r.c. 2000. small enterprises as an essential part of the indonesian development strategy. peg 18, ecg usaid, jakarta. robinson, m. 2002. the microfinance revolution. volume 2: lessons from indonesia, world bank, washington, d.c. timberg, t.a. 1999. islamic banking in indonesia. peg 02, ecg usaid, jakarta. in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 13 the winners, 24(1), june 2023, 13-21 doi: 10.21512/tw.v24i1.9700 the network externality as a mediator on business growth: an empirical study of the multilevel marketing industry in indonesia asnan furinto1*; thamrin selamet2; pantri heriyati3; tirta nugraha mursitama4; mohammad ichsan5 1,3management department, binus business school doctor of research in management, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta barat 11530 4international relations department, faculty of humanities, bina nusantara university jl. kemanggisan ilir iii no. 45, palmerah, jakarta barat 11480, indonesia 2,5management department, binus business school undergraduate program, bina nusantara university jl. kebon jeruk raya no. 27, kebon jeruk, jakarta barat 11530 1afurinto@binus.edu; 2thamrin.selamet@binus.ac.id; 3pheriyati@binus.edu; 4tmursitama@binus.edu; 5mohammad.ichsan@binus.edu received: 04th march 2023/ revised: 07th june 2023/ accepted: 19th june 2023 how to cite: furinto, a., selamet, t., heriyati, p., mursitama, t. n., & ichsan, m. (2023). the network externality as a mediator on business growth: an empirical study of the multilevel marketing industry in indonesia. the winners, 24(1), 13-21. https://doi.org/10.21512/tw.v24i1.9700 abstract the mlm business became a more dynamic and competitive environment that drives companies to be sustainable in their business. however, the practices were sometimes perceived to be challenging by some of them. the research aimed to determine the role of network externality on business growth in the network marketing industry, often called multilevel marketing (mlm) industry. with a nonprobability sampling approach, the data were collected using structured questionnaires that are sent through emails or hardcopy. the collected data were analyzed using the pls-sem method with smartpls software. the results reveal that network externalities fully mediate both digital adoption capabilities and strategic agility to sustainable business growth. meanwhile, network externality partially mediates the perceived product advantage to sustainable business growth. the result shall be taken into action by the companies as a key strategy in performing their business. keywords: digital adoption capability, strategic agility, sustainable business growth, network externalities i. introduction due to the dynamic and competitive nature of today’s mlm business environment, most business growth is formed from adding new members. this poses an innovative challenge as a strategy to achieve their business growth goals (nuryakin, 2020). improve business growth performance (zhou et al., 2021), which is seen as an effort to create value. mlm companies are faced with endless challenges in adopting new ways of thinking in empowering their members. pratono (2018) has provided a new way of thinking related to systems of training, development, motivation, and retaining partners to develop sustainable and profitable enterprise growth solutions. if business growth adopts strategies to train, develop, motivate, and retain independent partners and is implemented effectively, then the mlm company is able to maintain the survival of the organization and its members. however, in reality, there are still many mlm companies that go bankrupt. the latest data from (wfdsa annual report, 2020), shows that sales volume has decreased, raising doubts whether this theory can be confirmed in indonesia or not. data from the sub-directorate of franchising and direct selling of the ministry of trade of the republic of indonesia shows that this problem is getting worse because many mlm companies are unable to provide sales training effectively due to a lack of funds to hire a team of professional trainers. for example, other researchers (bos-nehles & veenendaal, 2019; somu et al., 2020) show that in the training and development dimension, many mlm companies have difficulty obtaining training and develop capabilities to enhance the required skills. another problem also arises in the loss of mlm companies which often have an impact on the problem of the compensation and reward system. from the internal side of the company, in pr es s 14 the winners, vol. 24 no. 1 june 2023, 13-21 there are also problems related to the dimension of supportive supervision (bos-nehles & veenendaal, 2019), mainly due to managers and directorates who rarely organize programs that focus on increasing member motivation, routine communication skills, and sales targets, to capability development. in particular, previous studies have shown that strategic sensitivity, resource fluidity and leadership unity are three strong dimensions that support strategic agility (clauss et al., 2019; debellis et al., 2020; doz, 2020). the influence of strategic agility on company performance has been tested in various industries, it was found that previous research shows inconsistent results from existing research that strategic agility did not affect company performance (khan & wisner, 2019; reed, 2020). various studies say that network externalities affect company performance in the it and communication industry (cen & li, 2019; yao et al., 2020), because according to the nature of the mlm business model, the researcher will test the potential influence of network externalities on the business growth of mlm companies which has rarely been tested empirically in the previous mlm industry. previous research reveals that for legitimate mlm companies, commissions are only obtained from selling the company’s products or services, not from registration or recruiting new members (malshe & krush, 2020). elements of products and relationships affect the effectiveness of direct sales (poon & albaum, 2019). various benefits, advantages and perceived product value are perceived product advantages by users which are important factors in business deployment and development (goto et al., 2019; kaczorowska et al.) various companies. this shows that in recent years, mlm issues related to partner development orientation in the mlm business model have attracted a lot of attention from academics and practitioners in the context of how to sustain business growth. at the same time, over time, the concept of partner development orientation is perceived in different dimensions between managers and researchers. however, other researchers point out that the weakness of mlm companies tends to focus on low digital adoption capability which is characterized by the company’s lack of ability and capacity to use digital technology for business and service provision. in fact, other researchers argue that the perceived product advantage among mlm members who are also product consumers is also questionable in terms of company and product quality. several researchers highlight the importance of the company’s level of trust in the superiority, quality, benefits, and value of products marketed to customers (goto et al., 2019; healy et al., 2018). even other researchers consider that companies that are aware of the benefits of products for consumers show that the company’s understanding of quality is higher than competing products so that companies can be closer to consumers to provide services and solutions that are beneficial to customers. at the same time, several studies have analyzed the beneficial impact of maximizing flexibility in the face of new developments, continuously innovating and adjusting the company’s strategic direction with rapid changes so as to improve the company’s overall performance (lungu, 2020). this issue has been redefined as strategic agility in the mlm sphere. however, with the development of sustainability issues, it has gained a very important momentum for the mlm industry to rapidly increase. with many authors identifying the importance of business partners and members as the main drivers of sustainable business growth, new ideas about the influence of network externalities are emerging that attract more attention in academic and industrial organizations, but still tend to be theoretical rather than empirical. this is evident in previous studies on sustainability discourse, which investigated the meaningful relationship between network externalities and business sustainability. network externalities have been recognized for some time as an important determinant of business and social change in response to the increasing complexity of the mlm business environment in which businesses operate. similarly, mlm researchers focus on developing products related to the interests of network externalities that are lower priced but functionally appropriate to meet the needs of mlm members with limited purchasing power in resource-constrained developing countries. despite significant strong attention to the drivers of network externalities towards sustainability, little or no empirical knowledge about the mediating role of network externalities in business models and business growth performance as an important measure is discussed in the study. the research aims to determine the role network externality on sustainable business growth and the effect of digital adoption capability, strategic agility and perceived product advantage on sustainability business growth mediated by network externality. low managerial quality, lack of ict skills and policies that limit market access, competition in services, hiring and firing, and availability of venture capital are associated with lower adoption of digital technologies (nicoletti et al., 2020). in the field of politics that has explored the practice of digital adoption in the labor party to examine elite perceptions and applications of interactive digital tools, this study has shown evidence of interest among elites in interactivity (dommett, 2020). qualitative research that provides some advice to policy makers and technology suppliers on how to encourage digitalization adoption among smes, and also argues that digital adoption by smes stems from critical orientations, namely sales, marketing, process improvement, and product development so as to understand the need for digital adoption (lee, falahat, & sia, 2020). digitization refers to the adoption and application of digital technology by a company, summarizing the impact of digitization into three main areas, namely: 1) optimize existing activities, 2) facilitate input for new activities, and 3) create and in pr es s 15the network externality as a mediator .... (asnan furinto, et al.) maintain networks between various business partners. among the various digital technology options, smes must understand how they can leverage the technology to benefit (lee et al., 2020). hypothesis 1: digital adoption capability has a positive effect on the company’s sustainable business growth. how a digital platform affects network externalities (halaburda et al., 2020), meaningful managerial implications for online b2b service providers to build a loyal user base through increasing user perceptions of network externalities, switching costs, and value. a number of studies have confirmed evidence of the effect of direct network externalities in the digital environment, digital transformation and the influence of network externalities contribute to an increase in the number of subscribers, a reduction in the number of networks (distortion of market competition), and a decrease in telecommunications prices (radukić et al., 2020). previous research on network externalities is generally in the telecommunications sector (hung et al., 2020; mouakket & sun, 2019; na et al., 2019), social networking sites (hung et al., 2020; mouakket & sun, 2019), relating to digital technology (lyu, guo, & chen, 2023; pang, ruan, & wang, 2023). hypothesis 2: digital adoption capability has a positive effect on the company’s sustainable business growth through network externality previous mlm research shows that product innovation does not increase sustainable competitive advantage due to the absence of product exclusivity and special uniqueness because products are easy to obtain from oem and imported factories, malaysian mlm distributors consider that product innovation causes products to be expensive, complicated, difficult to sell, shared, and taught to their downlines (keong & dastane, 2019). yi et al. (2021), on mlm, found that perceived product value tends to affect consumer satisfaction. innovation capability can result in product excellence, brand value or sales growth, but product excellence does not have a significant effect on the company’s business performance (shih, 2018). in contrast to the results by arnett, sandvik, & sandvik (2018), showing that product excellence also makes organizations more effective, these results support previous research conducted on smes in central java, indonesia. hypothesis 3: perceived product advantage has a positive effect on the company’s sustainable business growth the product will be more useful and of more value if more people use it and recommend it to others. people’s desire to refer products and services to others if there are perceived benefits (cen & li, 2019; lee & joshi, 2020). in various studies investigating product advantages, they often focus on elements, such as quality, uniqueness, innovation, and performance (arnett et al., 2018). product excellence is significantly and positively related to market performance (mccartan, 2023). the research examines the perceived superiority of the product in mlm that supports the companys long-term business growth. perceived product advantage has also been shown to be an important factor in explaining the adoption and success of product offerings (arnett et al., 2018). it is suspected that the perception of product superiority greatly affects the effects of network externalities which ultimately increase the growth of the mlm business. hypothesis 4: perceived product advantage has a positive effect on the company’s sustainable business growth through network externality research conducted by (nurjaman et al., 2021) in the logistics service industry in indonesia using quantitative methods and purposive sampling methods to collect data, the results of research analysis found that the implementation of strategic agility can directly improve company performance. previous research was also conducted in turkey in the tourism industry focusing on transportation companies with quantitative methods, the results showed that strategic agility encourages and improves company performance (kale et al., 2019). there is also empirical research conducted on the higher education sector in malaysia which shows that strategic agility is seen as an important requirement for organizations to achieve superior organizational performance (chan & muthuveloo, 2019). hypothesis 5: strategic agility has a positive effect on the company's sustainable business growth several previous studies have shown that there are inconsistencies in research results regarding the relationship between strategic agility and business performance. there are studies that show the results of strategic agility have a positive and significant effect on business performance (chan & muthuveloo, 2019; kale et al., 2019; kurniawan et al., 2020; nurjaman et al., 2021) on the other hand, there are studies that show there is no positive effect between strategic agility and business performance (khan & wisner, 2019; reed, 2020). previous research has tested externalities. networking in it industry (lee & joshi, 2020; mouakket & sun, 2019), customer loyalty(hung et al., 2020), digital platforms (cen & li, 2019; halaburda et al., 2020; radukić et al., 2020), and the desire to provide recommendations for product use (bai et al., 2019). hypothesis 6: network externality are proven to mediate the relationship of strategic agility to the company's sustainable business growth bai et al. (2019) empirically compares the effects in pr es s 16 the winners, vol. 24 no. 1 june 2023, 13-21 of network externalities on customer recommendations between luxury and necessity products. to verify the hypothesis, data are collected from 539 consumers. empirical results show that for luxury and necessity products, direct network externalities have a positive impact on customer recommendations, while network externalities have an indirect negative impact on customer recommendations. research on network externalities of 251 users of social networking sites in china, shows that network size does not affect the perceived usefulness of social networking sites, which indicates that users of social networking sites in china do not need to consider the reference network size to increase the benefits they receive perceived usefulness of the site (mouakket & sun, 2019). na et al. (2019) also show that the correlation between network externalities and information dissemination behavior from platforms shows that perceptions of complementarity and social interaction have a significant effect on information diffusion behavior. cen and li (2019), on online b2b platforms, found that direct and indirect externality dimensions significantly affect buyer loyalty through perceived value, 83 user satisfaction and switching costs. hypothesis 7: network externality have a positive effect on the company’s sustainable business growth. ii. methods the research uses a quantitative research method with a descriptive-explanatory or descriptiveexplanatory approach. descriptive research aims to obtain an accurate profile of events, phenomena, people, conditions or situations in accordance with the research objectives. the research sample are mlm companies that are official and have licenses to operate in indonesia, both foreign companies and domestic companies represented by top management of the company such as ceo, general manager, or senior manager who is authorized in making strategic decisions of the company. the research uses a nonprobability sampling method because the population size and distribution are unknown. each company is represented by one top management to fill out the questionnaire that is sent by hardcopy or through email, it is called a purposive sampling approach, since the researcher has a list of respondent data in the population and can take samples of people (or other elements) directly (ames et al., 2019). the source of data or population in this study is the top management team of mlm companies or top management team (tmt) from registered mlm companies from the ministry of trade of the republic of indonesia and who joined the indonesian direct selling association (apli) and the indonesian direct selling company association (ap2li). the unit of analysis in the research is company. the questionnaire for each operationalization of the research variable was designed with five alternative answer choices using a likert scale including: 5 for strongly agree (ss), 4 for agree (s), 3 for neutral (n), 2 for disagree (ts), and a score of 1 for strongly disagree (sts). the structured questionnaire was distributed through an online platform (emails and messenger apps). to test the hypothesis, structural equation modeling (sem) is used, which is an analysis of the research model to determine the relationship between variables in research by providing a quantitative test of the theoretical model hypothesized by a researcher. iii. results and discussions the outer loading results shown in table 1 show that among the 5 variables, 31 indicator factor loading values are above 0,7. therefore, 25 variables are classified as sufficient for further analysis. table 2 illustrates that the composite-reliability for all factors is above 0,7, so it can be concluded that the variables and construct statements are reliable. the table also shows all average variance extracted (ave) values above 0,50 which indicates that these table 1 convergent validity analysis variable indicator average value standard deviation loading factor remarks digital adoption capability dac1 4,445 0,669 0,825 valid dac2 3,951 1,246 0,700 valid dac3 4,330 0,643 0,875 valid dac4 4,242 0,682 0,920 valid dac5 4,115 1,034 0,873 valid dac6 4,159 1,028 0,871 valid strategic agility sst1 4,379 0,542 0,786 valid sst2 4,396 0,524 0,700 valid sst3 4,247 0,509 0,740 valid lun1 4,478 0,590 0,843 valid lun2 4,462 0,649 0,811 valid in pr es s 17the network externality as a mediator .... (asnan furinto, et al.) factors have acceptable convergent validity. table 2 composite reliability and average variance extracted variables composite reliability ave digital adoption capability 0,938 0,717 strategic agility 0,951 0,764 perceived product advantage 0,952 0,799 network externality 0,939 0,633 sustainable business growth 0,967 0,855 discriminant validity was evaluated using the fornell-larcker criteria (hilkenmeier et al., 2020) presented in table 3. discriminant validity is measured by the square root value of each ave shown in the diagonal cell and is required to be greater than the correlation coefficient (a value other than that in the diagonal cell). table 3 shows that this requirement was also met and thus the discriminant validity proved adequate for the factors. the structural model is analyzed using the r-squared value. this helps in identifying the magnitude of the exogenous variables and at the same time explaining the endogenous variables. the calculated r-squared values are shown in table 4. the r-squared value of 0,617 for the resulting network externality explains that the 61,7% variance is contributed by the constituent variables of digital adoption capability, strategic agility and perceived product advantage. the remaining 38,3% of the variance is explained by other variables not examined in the research. similarly, the r-squared value of 0,358 for sustainable business growth reveals that the resulting factor variance can be explained by other variables, namely, digital adoption capability, strategic agility and perceived product advantage, and network externality up to 35,8%, while the remaining 64,2% contributed by another unknown variable. table 3 discriminant validity (fornell-larcker criteria) variables dac nex ppa sa sbg dac 0,847 nex 0,440 0,874 ppa 0,207 0,689 0,894 sa 0,418 0,531 0,327 0,795 sbg 0,278 0,546 0,511 0,178 0,925 table 4 r-squared variables r-square network externality 0,617 sustainable business growth 0,358 variable indicator average value standard deviation loading factor remarks lun3 4,478 0,553 0,854 valid rfl1 4,308 0,561 0,793 valid rfl2 4,368 0,531 0,843 valid rfl3 4,379 0,532 0,776 valid perceived product advantage ppa1 4,407 1,134 0,893 valid ppa2 4,313 1,009 0,905 valid ppa3 4,434 1,013 0,943 valid ppa4 4,275 1,059 0,929 valid ppa5 4,033 1,157 0,791 valid network externality net1 4,379 1,013 0,906 valid net2 4,269 1,021 0,907 valid net3 4,236 1,040 0,880 valid net4 4,401 0,671 0,891 valid net5 3,951 1,150 0,831 valid net6 3,984 1,040 0,825 valid sustainable business growth sbg1 3,830 1,244 0,951 valid sbg2 3,797 1,266 0,957 valid sbg3 3,632 1,310 0,933 valid sbg4 3,462 1,308 0,842 valid sbg5 3,841 1,276 0,935 valid table 1 convergent validity analysis (continued) in pr es s 18 the winners, vol. 24 no. 1 june 2023, 13-21 the hypotheses formulated in table 5 are now analyzed using the t-test and the results are presented in table 5. examining seven hypotheses, five hypotheses are statistically significant and proven to be able to increase the company’s business growth in a sustainable manner. while the other two hypotheses are rejected, which means that they are not statistically proven to increase the company’s sustainable business growth. the results of this study indicate that the hypothesis which states that digital adoption capability does not have a direct effect on sustainable business growth. it was found that the t-statistical value 1,617 < 1,96. this is in contrast to the research of (fürstenau et al., 2020) who conducted research on european airlines found that digital capabilities can improve organizational performance by supporting complex decision-making processes. the results of previous studies show that digital orientation and digital capability have a positive effect on digital innovation and digital innovation mediates the effect of technology orientation and digital capability on financial and non-financial performance (khin & ho, 2018). digitization refers to the adoption and application of digital technology by a company (lee et al., 2020). the ability to adopt digital does not necessarily increase sustainable business growth. the t-value has a value of 1,972 > 1,96. therefore, the hypothesis which states that network externalities are proven to be able to mediate the relationship between digital adoption capability and sustainable business growth is accepted. this is supported by the results of (halaburda et al., 2020) research which states that a digital platform affects network externalities, especially on meaningful managerial implications for online b2b service providers to build a loyal user base through increasing user perceptions of network externalities, switching costs, and score. user (or customer) loyalty is an important source of competitive advantage for companies marketing their products or services through conventional channels and/or online, and various online service providers are emerging (cen & li, 2019), particularly in the area of direct selling mlm. it was also found that the t-statistical value 2,229 > 1,96. from these results, the hypothesis which states that perceived product advantage has an effect on sustainable business growth is accepted. this is in contrast with the research by (keong & dastane, 2019) which states that malaysian mlm distributors perceive that product innovation causes products to be expensive, complicated, difficult to sell, share, and teach to their downlines. however, this result is consistent to shih (2018) which states that successful radical innovation enables mutually beneficial relationships between stakeholders to create product advantages. the ability of innovation can result in product advantage, brand value or sales growth, but product advantage has a significant effect on the company’s business performance. product advantage for the company's sustainable business growth through network externality. the hypothesis which states that network externality are proven to be able to mediate the relationship between perceived product advantage and sustainable business growth is accepted, since the t-statistical value 2,750 > 1,96. this shows that the product is a fairly important part for mlm companies in an effort to develop their business and increase their competitive advantage (hardon et al., 2019; tay & meng, 2018). the researcher develops and tests the importance of perceived product advantage in the mlm industry in an effort to increase sustainable business growth. people’s desire to refer products and services to others if there are perceived benefits (cen & li, 2019; lee & joshi, 2020). in various studies investigating product advantages, they often focus on elements, such as quality, uniqueness, innovation, and performance (arnett et al., 2018). the hypothesis which states that strategic agility affects sustainable business growth is rejected since it was found that the t-statistical value 1,810 < 1,96. this result consistent to (reed, 2020) and different from the research of (kurniawan et al., 2020) which confirms the existence of a causal relationship through structural equation modeling, the research results show that strategic agility has a positive and significant direct effect on company performance. table 5 hypothesis examine result hypothesis and path t-statistic p-value result decision direct effect h1: dac  sbg 1,617 0,106 rejected not proven h3: ppa  sbg 2,229 0,026 accepted proven h5: sa  sbg 1,810 0,070 rejected not proven h4: nex  sbg 3,389 0,001 accepted proven indirect effect or mediating role of network externality h2: dac  nex  sbg 1,972 0,050 accepted proven h4: ppa  nex  sbg 2,750 0,006 accepted proven h6: sa  nex  sbg 2,861 0,004 accepted proven in pr es s 19the network externality as a mediator .... (asnan furinto, et al.) there is also empirical research conducted on the higher education sector in malaysia which shows that strategic agility is seen as an important requirement for organizations to achieve superior organizational performance (chan & muthuveloo, 2018). empirical research also conducted on the it sector in romania resulted in the same thing that strategic agility is positively related to company performance (lungu, 2020). the results exhibit that strategic agility does not directly affect business growth because not all existing resources have a direct impact on business growth. strategic agility seems to have become commonplace in the network marketing industry. it was found that the t-statistical value 2,861 > 1,96. results indicate that the hypothesis stating that network externality are proven to be able to mediate the relationship between strategic agility and sustainable business growth is accepted. these results are supported by research in florida, united states of america in three industrial sectors of varying size, namely manufacturing, construction and professional services which show no direct relationship between strategic agility and company performance (reed, 2020), and the research results suggest that network externality can be a mediating factor between strategic agility and sustainable business growth. this finding can enrich management theory, especially about strategic agility which is now continuing to be popular. the research confirms the results of research from (reed, 2020) that strategic agility is related to business performance depending on the size of the company, the age of the company, and also the business model of the company itself. so there are still many opportunities in strategic agility development and research that can enrich managerial knowledge. the results of this research are expected to be novel and can contribute not only to the network marketing industry but also to various other industries. next, the hypothesis which states that network externality have a positive effect on sustainable business growth is accepted. the t-value 3,389 > 1,96. na et al. (2019) also show that the correlation between network externalities and information dissemination behavior from platforms shows that perceptions of complementarity and social interaction have a significant effect on information diffusion behavior. previous research on online b2b platforms found that direct and indirect externality dimensions significantly affect buyer loyalty through perceived value, 83 user satisfaction and switching costs (cen & li, 2019). network externality are an important factor in the development of an existing network marketing business venture. bai et al. (2019) point out that network externalities have an important influence so that consumers are willing to recommend luxury products and daily necessities. in accordance with the research results, the development of network externalities in the network marketing industry is needed in addition to the software and application industries. iv. conclusions the results conclude that: 1) digital adoption capability has a positive effect on sustainable business growth; 2) network externality are proven to be able to mediate the relationship between digital adoption capability and sustainable business growth; 3) product advantage has significant effect on sustainable business growth; 4) network externalities are proven to mediate the relationship between product advantages on sustainable business growth. the results can be an alternative input for designing management strategies and policies in order to develop mlm business in indonesia which of course indirectly has a positive impact on the nation’s economic growth. mlm companies and their management teams also get additional references in an effort to develop a solid framework so that they can increase sustainable mlm business growth in indonesia. the research is found to have several implications. first, it is imperative that mlm companies adopt digital technology to sustain its growth. despite traditional ways of making connections with members through personal engagement, it must be completed with digital adoption to make the network grow effectively. secondly, the research confirms the imperatives for mlm to have solid value propositions in the form of product advantage. depending on network alone without reliable quality products may hinder the growth of mlm businesses. future research shall include the digital literacy of mlm member companies as it may vary widely across companies and could affect the whole equation of creating sustainable business growth. references ames, h., glenton, c., & lewin, s. 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(2021). when do strategic orientations matter to innovation performance of green-tech ventures? the moderating effects of network positions. journal of cleaner production, 279. https://doi.org/10.1016/j. jclepro.2020.123743 microsoft word 06_soekarso_manajemen.doc journal the winners, vol. 8 no. 2, september 2007: 184-196 184 manajemen: paradigma baru dalam menghadapi perubahan soekarso1 abstract today’s leaders and/or managers must deal with a continual and rapid change. in deciding a major decision manager can no longer refer back to an earlier developed plan for its direction. management techniques must continually notice changes in the environment and organization, assess, and manage changes. managing change does not mean controlling, it rather than understanding it, adapting to it where necessary, and guiding it when possible. business development nowdays comes to globalization era and present a speed growth suitable to the dynamic changing. that is why it based on a needs the professional management system the new paradigm basic changing which is oriented on effective target and resource efficient to achieve the goals. keywords: new paradigm, management abstrak pemimpin atau manajer masa kini harus menghadapi perubahan yang cepat dan kontinu. manajer yang menghadapi keputusan besar tidak dapat lagi mengacu pada rencana pengembangan sebelumnya sebagai panduan. manajemen teknik harus memperhatikan perubahan secara kontinu di lingkungan dan organisasi, menilai perubahan, dan mengatur perubahan. mengatur perubahan bukan berarti mengontrol perubahan, tetapi lebih kepada memahami perubahan, beradaptasi terhadap perubahan, dan menuntun perubahan jika memungkinkan. perkembangan bisnis saat ini memasuki era globalisasi dan tumbuh pesat sesuai dengan perubahan yang dinamis. oleh karena itu, dibutuhkan sistem manajemen profesional berdasarkan perubahan dasar paradigma baru yang berorientasi pada efektif target dan efisiensi sumber daya untuk mencapai tujuan. kata kunci: paradigma baru, manajemen 1 jurusan manajemen, fakultas ekonomi, universitas bina nusantara, jl. k.h. syahdan no. 9, palmerah, jakarta barat 11480, soekarso1437@lecturer.binus.edu manajemen: paradigma baru… (soekarso) 185 pendahuluan era globalisasi yang melanda dunia membawa dampak multidimensi perubahan (change) yang sarat dengan tantangan, peluang, dan persaingan ketat. perubahan adalah fenomena alam situasional yang merupakan suatu dinamika aktivitas atau kekuatan yang berjalan terus-menerus berkelanjutan sehingga sesuatu berubah menjadi lain. terjadi perubahan dari kondisi lama (status quo) menjadi kondisi baru (reformis). kondisi tersebut mempengaruhi nilai tatanan kehidupan di berbagai sektor, termasuk dampaknya pada kehidupan perusahaan. oleh karena itu, perlu berevolusi terhadap perubahan dengan menciptakan perubahan yang terencana dan selanjutnya melakukan reformasi di segala bidang sehingga perusahaan menjadi dinamis, reformis, dan selalu dalam kondisi terbaru (the new). kenyataan menunjukkan bahwa banyak diantara perusahaan yang menjalankan usaha berhasil mencapai tujuan secara efektif dan efisien sesuai dengan rencana yang telah diproyeksikan, dan begitu pula tidak sedikit terdapat kasus salah urus (mismanagement) yang mengganggu stabilitas kelangsungan hidup perusahaan. perusahaan yang berhasil mencapai tujuan sudah barang tentu dikelola dengan sistem manajemen paradigma baru, dan sebaliknya perusahaan yang tidak berhasil mencapai tujuan biasanya terlibat oleh masalah manajemen. pola dasar manajemen paradigma baru melalui proses poac, yaitu planning, organizing, actuating, dan controlling, selanjutnya didukung proses penggunaan sumber daya 6m, yaitu men, money, materials, machines, methods, dan markets, dan pengembangan serta perbaikan (improving) terus-menerus agar menjadi lebih baik. berdasarkan latar belakang, perumusan masalah yang diangkat dalam artikel adalah bagaimana proses menuju manajemen paradigma baru sebagai sistem pengelolaan organisasi dapat berhasil mencapai tujuan secara efektif dan efisien. penelitian bertujuan untuk mengetahui model manajemen paradigma baru dan sejauh mana efektivitas sebagai sistem pengelolaan organisasi. hasil penelitian diharapkan dapat bermanfaat bagi semua pihak yang berkepentingan dan sebagai sumbangsih untuk kemajuan perkembangan ilmu manajemen. berdasarkan pendekatan perpaduan teoritis dan praktis, artikel membahas masalah konsep, filosofi, strategi, dan model manajemen paradigma baru berbasis perubahan (change) sebagai sistem pengelolaan organisasi. metode penelitian yang digunakan dalam artikel adalah studi kepustakaan (library research), yakni mengumpulkan data berdasarkan berbagai sumber tertulis, yaitu mengumpulkan data dengan cara melalui kontak dengan berbagai pihak. setelah data tersebut terkumpul lalu dianalisis untuk dijadikan olahan dasar kemudian dilakukan penafsiran dari keterangan yang diperoleh, dan selanjutnya dimulai penulisan. journal the winners, vol. 8 no. 2, september 2007: 184-196 186 pembahasan konsep manajemen paradigma baru manajemen paradigma baru merupakan manajemen profesional gaya baru dengan visi dan misi masa depan untuk menjadi unggulan dan terbaik (the best). membangun program kerja melalui proses poac dan penggunaan sumber daya 6m serta sinergi aktivitas dengan kecepatan tinggi (speedy). berdasarkan teknologi informasi, dirancang sistem manajemen organisasi bersifat fleksibel yang adaptif, responsif, dan peka terhadap perubahan (change) sehingga model manajemen dan produknya selalu dalam kondisi terbaru (the new). menjelajah cakrawala berbasis perubahan (change), berwawasan lingkungan (environment), dan bernuansa kewirausahaan (entrepreneurship) secara terpadu. filosofi yang mendasari setiap tindakan dan perilaku organisasi adalah menganut pada dua prinsip, yaitu ekonomis dan produktif untuk menghasilkan nilai tambah (added value). menerapkan strategi menggunakan taktik dua pilar, yaitu pemberdayaan (empowerment) dan pembaharuan (reformation) untuk mencapai sasaran yang telah ditentukan. dalam keragaman organisasi menggali azas manfaat, membina budaya organisasi, kemitraan (partnership), kebersamaan (togetherness), menciptakan pengembangan melalui perubahan, dan inovasi secara berkesinambungan terus-menerus tiada henti, melakukan penelitian, meningkatkan mutu, meningkatkan daya saing, menjalin kerja sama saling menguntungkan, dan melakukan reformasi terpadu. penetapan kebijakan dan penetapan keputusan (decision making) dilakukan secara demokratis yang rasional dan realistis dengan cepat, tepat, dan akurat. selanjutnya, berorientasi pada efektivitas pencapaian sasaran dan efisiensi penggunaan sumber daya untuk mencapai tujuan bersama, yaitu tujuan organisasi mencapai produktivitas (profit), tujuan kelompok mencapai keberhasilan (prestasi), dan tujuan individu mencapai kepuasan kerja (kesejahteraan). singkatnya, manajemen paradigma baru merupakan manajemen profesional gaya baru berbasis perubahan (change), berwawasan lingkungan (environment), bernuansa kewirausahaan (entrepreneurship), yang berorientasi pada efektivitas pencapaian sasaran dan efisiensi penggunaan sumber daya untuk mencapai tujuan. dapat diungkapkan lebih sederhana bahwa manajemen paradigma baru merupakan manajemen profesional gaya baru berbasis perubahan (change) yang berorientasi pada efektivitas dan efisiensi untuk mencapai tujuan. lebih spesifik lagi dikenal dengan manajemen reformatif, manajemen demokratif, manajemen partisipatif, dan manajemen efektif. filosofi manajemen paradigma baru merupakan suatu prinsip yang mendasari setiap tindakan dan perilaku organisasi atau manajerial untuk mencapai tujuan adalah sebagai berikut. pertama, ekonomis, yaitu mendapatkan hasil (output) maksimal dengan manajemen: paradigma baru… (soekarso) 187 pengorbanan biaya (input) minimal, untuk mencapai ekonomis; meningkatkan hasil; menekan biaya. kedua, produktif, yaitu menghasilkan nilai tambah (added value) dari setiap kegiatan untuk mencapai optimalisasi produktivitas; meningkatkan nilai tambah; meningkatkan produktivitas. strategi manajemen paradigma baru adalah suatu tata cara atau taktik dan siasat yang diarahkan untuk mencapai tujuan berikut. pertama, pemberdayaan (empowerment): mengembangkan potensi kapasitas daya guna dari berbagai unsur sumber daya; maksimalisasi pemanfaatan kapasitas daya guna dari berbagai unsur sumber daya; pemberdayaan dapat dilakukan dengan cara: kepemimpinan, motivasi, komunikasi, koordinasi, diklat, litbang, renovasi, rehabilitasi, dan modifikasi sehingga menjadi daya saing atau kekuatan yang tangguh untuk mencapai sesuatu yang terkuat dan terbaik (the best), yaitu mencegah kapasitas menganggur (idle capacity) dan mencapai kapasitas penuh (full capacity). kedua, pembaharuan (reformation): berevolusi dan orientasi pada perubahan (change) dari kondisi lama (status quo) menjadi kondisi baru (reformis) diberbagai sektor; menggali peluang untuk menciptakan sesuatu yang tidak sempurna menjadi sempurna (teori ketidaksempurnaan), menciptakan sesuatu yang tidak ada menjadi ada (teori kreatif), menciptakan sesuatu yang tidak mungkin menjadi mungkin (teori inovatif); pembaharuan dapat dilakukan dengan cara: imajinasi, inspirasi, kreatif, inovasi, ide, prakarsa, inisiatif sehingga menjadi daya cipta atau kekuatan yang dinamis untuk menciptakan sesuatu yang terdepan yang beda (unique) dan yang baru (the new), yaitu perbaikan terus-menerus (continuous improvement) dan inovasi berkelanjutan (continuous innovation). model manajemen paradigma baru terbagi atas dua bagian. pertama, model manajemen paradigma baru merupakan manajemen profesional gaya baru berbasis perubahan dan sebagai perpaduan dari manajemen berdasarkan sasaran (management by objectives/mbo), manajemen berdasarkan pengecualian (management by exception/mbe), dan manajemen modern lain untuk mencapai hasil yang terbaik secara efektif dan efisien. kedua, proses model manajemen paradigma baru bermula dari proses poac dan penggunaan sd-6m, selanjutnya menjelajah cakrawala perubahan, lingkungan, dan kewirausahaan, filosofi mendasari prinsip ekonomis dan produktif, strategi menggunakan taktik pemberdayaan dan pembaharuan, orientasi pada efektivitas dan efisiensi, dan berakhir pada pencapaian tujuan. journal the winners, vol. 8 no. 2, september 2007: 184-196 188 gambar 1 mekanisme model manajemen paradigma baru menuju manajemen paradigma baru perencanaan (planning) dalam manajemen paradigma baru, perencanaan merupakan fungsi manajerial yang strategis karena perencanaan membangun visi dan misi, proses merumuskan, dan menetapkan proyeksi serangkaian kegiatan organisasional secara rasional dan realistis untuk mencapai tujuan di waktu yang akan datang: perencanaan berfokus pada masa depan yang selalu dibayang-bayangi masalah ketidakpastian dan perencanaan, meliputi: forecasting, programming, dan budgeting. dengan mengadakan perencanaan manajerial yang baik akan menghasilkan proses manajemen paradigma yang baik pula. pada dasarnya, perencanaan manajerial dapat digolongkan menjadi dua jenis. pertama, perencanaan strategik. perencanaan organisasi yang sifatnya umum dan menyeluruh (generalis) yang meliputi: visi dan misi; tujuan; strategi; rencana portofolio. kedua, perencanaan operasional. perencanaan organisasi yang sifatnya partial teknis khusus dan spesifik (spesialis) per bagian atau unit departemen, seperti rencana pemasaran, rencana produksi, rencana keuangan, rencana personalia, dan rencana fasilitas. perencanaan selalu menyertakan kegiatan, antara lain sebagai berikut. pertama, peramalan (forecasting). kegiatan meramalkan, memprediksikan, memproyeksikan, prakiraan, atau taksiran, serta analisis terhadap berbagai kemungkinan yang akan terjadi manajemen: paradigma baru… (soekarso) 189 pada lingkungan organisasional. hal itu penting sebagai asumsi dasar sebelum suatu rencana yang lebih pasti dapat dilakukan. lingkungan internal meliputi aspek: pemasaran, produksi, keuangan, karyawan, budaya organisasi, dan manajerial. lingkungan eksternal, meliputi aspek: pelanggan, pesaing, pemasok, bursa tenaga kerja, teknologi, ekonomi, politik, hukum, budaya sosial, dan masyarakat. kedua, pemrograman (programming). kegiatan merumuskan dan menetapkan program kerja organisasional sesuai dengan visi dan misi sebagai berikut: program kerja bidangpemasaran, produksi, keuangan, dan umum; program pengembangan, meliputi inovasi, investasi jangka pendek, jangka menengah, dan jangka panjang; program pemberdayaan potensi kapasitas daya guna dari berbagai sumber daya manusia (sdm), sumber daya lain, pemanfaatan multi budaya organisasi, termasuk budaya kerja, budaya hemat, budaya mutu, dan budaya perubahan; program kesejahteraan, termasuk dana pensiun, astek, dan jamsostek. ketiga, penganggaran (budgeting). berdasarkan analisis peramalan asumsi perencanaan dan program kerja organisasional yang telah ditentukan, selanjutnya disusun penganggaran (budgeting). kegiatan penganggaran adalah menetapkan biaya yang diperlukan dan menetapkan pendapatan atau hasil yang diharapkan akan diperoleh dari rangkaian kegiatan yang akan dilakukan pada bidang pemasaran, produksi, keuangan, dan umum. ringkasnya, budgeting adalah menetapkan proyeksi biaya dan proyeksi pendapatan untuk periode tertentu: rencana kerja anggaran perusahaan (rkap) untuk periode jangka pendek; rencana perusahaan (corporate plan) untuk periode jangka menengah; rencana induk (master plan) untuk periode jangka panjang. dalam praktik budgeting bersifat anggaran fleksibel (flexible budget) yang sewaktu-waktu dapat disesuaikan dengan perkembangan situasional atau perubahan (change). oleh karena itu, perlu dilengkapi dengan anggaran operasi (operating budget) per bulan/triwulan/semester sebagai penjabaran dari rkap tersebut. pengorganisasian (organizing) dalam manajemen paradigma baru, pengorganisasian merupakan fungsi manajerial yang optimistis karena pengorganisasian adalah proses membangun organisasi yang dinamis dan efektif untuk mencapai sasaran yang telah diproyeksikan sesuai perencanaan: pengorganisasian sebagai suatu sistem hubungan kerja sama yang terkoordinasi dan saling menguntungkan; pengorganisasian, meliputi penetapan kerja, penetapan struktur, staffing, alokasi sumber daya, dan penentuan hubungan yang terintegrasi. pengorganisasian terdiri atas empat bagian. pertama, departementalisasi. departementalisasi adalah pengelompokan organisasi menjadi departemen (bagian unit kerja = subsistem) tertentu. setiap organisasi terdiri dari beberapa departemen dan banyaknya bagian tergantung dari kebutuhan perusahaan bersangkutan, misalnya departemen pemasaran, departemen produksi, departemen keuangan, departemen umum. journal the winners, vol. 8 no. 2, september 2007: 184-196 190 kedua, struktur organisasi (organization chart). struktur organisasi merupakan kerangka atau bagan yang menggambarkan departementalisasi, kedudukan dan jenis wewenang, bidang dan hubungan kerja, garis perintah dan tanggung jawab, rentang kendali dan sistem kepemimpinan organisasi. tingkatan peran struktural: top manager, middle manager, lower manager, operator. ketiga, staffing. proses pengisian jabatan struktural dengan sumber daya manusia (sdm) atau personel yang berkualitas. pengisian jabatan itu bertujuan agar semua jabatan (struktur) dan pejabatnya dapat melaksanakan tugas pekerjaan dengan baik sesuai uraian tugas (job description) yang telah ditentukan sehingga dapat mencapai berbagai sasaran organisasi. staffing terbagi sebagai berikut. pertama, azas staffing: “penempatan orang yang tepat pada tempat yang tepat dan penempatan orang yang tepat pada pekerjaan yang tepat” (the right man in the right place and the right man in the right job). kedua, kegiatan staffing untuk memperoleh karyawan yang dibutuhkan melalui pengadaan (procurement), penarikan (recruiting), seleksi (selection), penempatan (placement), pembinaan dan pengembangan (development), pemberhentian (separation). ketiga, pembagian kerja kepada para manajer dan peran lain dalam organisasi sesuai pendidikan, pengalaman, kemampuan, keterampilan, karakter, dan memperhatikan integritas, kompetensi, komitmen. keempat, pendelegasian wewenang dan tanggung jawab kepada para manajer dan peran lain sesuai dengan status struktural dalam organisasi: wewenang (authority) adalah hak atau otoritas untuk bertindak, berbuat, dan melakukan suatu kegiatan tertentu. authority merupakan dasar hukum yang sah dan legal untuk melaksanakan tindakan ke arah pencapaian tujuan; tanggung jawab (responsibility) adalah kewajiban atau keharusan untuk melaksanakan semua tugas pekerjaan dan mempertanggungjawabkan (accountability) atas hasil pelaksanaannya dalam pencapaian tujuan. keempat, fasilitas (facilitating). kegiatan memfasilitasi adalah proses alokasi sumber daya manusia (sdm) dan sumber daya lain pada departemen atau bidang-bidang: pemasaran, produksi, keuangan, umum, sebagai sarana dan prasarana untuk mendukung operasional organisasi mencapai berbagai sasaran yang telah ditentukan. pengarahan (actuating) dalam manajemen paradigma baru, pengarahan merupakan fungsi manajerial yang dinamis karena pengarahan adalah proses mobilisasi sumber daya manusia (sdm) dan sumber daya lain yang produktif dan efisien untuk mencapai sasaran yang telah diproyeksikan sesuai perencanaan: pengarahan berhubungan dengan usaha pengarahan, penggerakan, dan pemberdayaan sumber daya organisasi; pengarahan, meliputi kepemimpinan, motivasi, komunikasi, dan koordinasi. pertama, kepemimpinan (leadership). dalam fungsi pengarahan (actuating), kepemimpinan mempunyai peran penting dan fungsi strategis dalam organisasi karena kepemimpinan menetapkan visi dan misi, menetapkan kebijakan, dan menetapkan manajemen: paradigma baru… (soekarso) 191 keputusan (decision making). kepemimpinan sebagai suatu etos kerja yang dilandasi pada pengabdian dan tanggung jawab, etos kerja yang peduli pada prinsip keadilan dan kebenaran, etos kerja yang memperhatikan kepentingan yang dipimpinnya. pelaku kepemimpinan adalah pemimpin (leader) yang memiliki kompetensi, komitmen, dan integritas yang kuat dalam menjalankan tugas kewajibannya. dalam organisasi, kepemimpinan efektif yang berjiwa entrepreneur mampu kreatif dan inovatif melakukan terobosan yang spektakuler melalui perubahan dan inovasi secara berkesinambungan terus-menerus tiada henti, untuk menghasilkan nilai atau produk yang beda (unique) dan terbaru (the new). selanjutnya, kepemimpinan efektif mampu mengintegrasikan dan menggerakkan semua unsur komponen sumber daya dalam organisasi. kepemimpinan efektif mampu mempengaruhi perilaku bawahan ke arah efektivitas pencapaian sasaran dan efisiensi penggunaan sumber daya untuk mencapai tujuan. kepemimpinan efektif memiliki sifat utama, yaitu pemimpin keimanan (belief), kewirausahaan (entrepreneurship), keteladanan (exemplary/figur head), kecerdasan (intelligency), kemampuan (ability), kepribadian (individuality). kepemimpinan efektif memiliki sumber daya atau kekuatan pemimpin, yaitu pengaruh (influence), kekuasaan (power), legitimasi (legitimacy), indiosinkratik (indiosyncracy), wewenang (authority), politik (politic). kepemimpinan efektif memperagakan perilaku atau gaya pemimpin sebagai berikut: gaya pemimpin tinggi-tinggi (high-high leader) berupa orientasi tugas tinggi, orientasi orang tinggi, dan orientasi perubahan tinggi; gaya pemimpin berubah-ubah sesuai hukum situasi (law of the situation) berupa gaya otokratis efektif untuk menghadapi kondisi darurat, gaya demokratis efektif untuk menghadapi kondisi normal, gaya liberalis efektif untuk menghadapi kondisi kebebasan. kepemimpinan efektif menghasilkan kinerja pemimpin sebagai berikut: produktivitas organisasi meningkat; kepuasan kerja karyawan tinggi; kontribusi nilai tambah (added value) bagi lingkungan berkembang. kedua, motivasi (motivating). dalam fungsi pengarahan (actuating), motivasi merupakan salah satu kekuatan tangguh untuk mengarahkan sumber daya manusia (sdm) karena motivasi pada hakikatnya memiliki daya untuk mendorong atau merangsang gairah kerja orang lain agar mau berupaya kerja keras dengan memberikan semua potensi atau energi (kemampuan dan keterampilan) untuk mencapai tujuan. tujuan motivasi, yaitu mendorong gairah dan semangat kerja karyawan, meningkatkan produktivitas kerja karyawan, meningkatkan kreativitas dan partisipasi karyawan, dan mempertinggi rasa tanggung jawab karyawan terhadap tugasnya, meningkatkan kemampuan dan keterampilan kerja karyawan, dan meningkatkan kuantitas dan kualitas kerja karyawan (optimalisasi kerja). journal the winners, vol. 8 no. 2, september 2007: 184-196 192 cara motivasi, yaitu pengarahan perilaku karyawan ke arah pencapaian sasaran tujuan yang telah ditentukan; pemberian imbalan (gaji, upah) karyawan berdasarkan prestasi untuk pemenuhan kebutuhan dan kepuasan karyawan; pemberian pekerjaan sesuai dengan kondisi karyawan dan atau pekerjaan yang menantang (job enrichment) sehingga menciptakan kepuasan kerja karyawan; pengakuan serta penghargaan terhadap keberadaan dan prestasi karyawan dilakukan secara objektif dan wajar, dan memberikan peluang kesempatan promosi; pemberian tunjangan dan fasilitas pada karyawan disesuaikan dengan kedudukan dalam organisasi dan status sosial; menerapkan prinsip keadilan secara murni dan konsisten terhadap semua karyawan sehingga terciptanya rasa perlindungan dan suasana kerja yang kondusif. strategi peningkatan motivasi: sistem kerja menantang (job enrichment); sistem imbalan berdasarkan prestasi; sistem jam kerja fleksibel; program pengembangan diri; program kesejahteraan dan kepemilikan; program dana pensiun, astek, dan jamsostek. ketiga, komunikasi (communicating). pada dasarnya, komunikasi adalah hubungan dua pihak atau lebih yang saling berinteraksi menyampaikan gagasan atau informasi. dalam manajemen, komunikasi merupakan salah satu subfungsi manajerial yang penting karena proses manajemen baru terlaksana jika komunikasi dilakukan. dengan komunikasi, dapat dilakukan pemberian informasi, perintah, laporan, saran, ide, berita, dan menjalin hubungan interpersonal. manajerial mempunyai kekuatan untuk mengarahkan sdm dan sumber daya lain ke arah pencapaian tujuan. tujuan komunikasi: pertukaran, penyebaran, dan transfer informasi; pengarahan perilaku karyawan ke arah pencapaian sasaran; memotivasi karyawan untuk meningkatkan produktivitas; menjalin hubungan interpersonal dan membangun kemitraan kerja sama; menyediakan informasi untuk mendukung pengambilan keputusan (decision making); adaptasi dan respon terhadap perubahan (change). metode komunikasi: komunikasi langsung; komunikasi tidak langsung; komunikasi berantai; komunikasi searah (one way traffic); komunikasi dua arah (two way traffic); komunikasi multi media. macam-macam komunikasi sebagai berikut. pertama, komunikasi vertical adalah komunikasi dari atasan kepada bawahan atau sebaliknya. vertikal dari atas ke bawah, informasinya: prosedur, pengarahan, instruksi, penugasan, saran, kebijakan, dan tujuan, vertikal dari bawah ke atas, informasinya: laporan, masalah, gagasan, sikap, klasifikasi, penyelesaian, dan penjelasan. kedua, komunikasi horizontal adalah komunikasi antar kolega yang setingkat atau teman sejawat. informasinya adalah usaha koordinasi, pemecahan masalah, dan kerja sama. ketiga, komunikasi diagonal adalah komunikasi menyilang di antara lintas struktural. informasinya: usaha koordinasi, masalah lini, dan saran staf. manajemen: paradigma baru… (soekarso) 193 keempat, koordinasi (coordinating). kegiatan mengarahkan, mengintegrasikan, mensinkronisasikan, menghubungkan, menyatukan, menyelaraskan, memadukan sumber daya, dan pekerjaan bawahan sehingga terdapat kerja sama terpadu (solid) dengan semangat persatuan dan kesatuan dalam mencapai tujuan. manajer yang sukses dapat melakukan koordinasi, integrasi, dan sinkronisasi (kis) dengan baik. tujuan koordinasi, yaitu untuk mengarahkan dan menyatukan semua tindakan serta pemikiran ke arah tercapainya sasaran perusahaan; untuk menjuruskan keterampilan spesialis ke arah sasaran perusahaan; untuk menghindari kekosongan dan tumpang-tindih pekerjaan; untuk menghindari kekacauan dan penyimpangan tugas dari sasaran; untuk mengintegrasikan tindakan dan pemanfaatan sumber daya 6m ke arah sasaran organisasi; untuk menghindari tindakan overlapping dari sasaran perusahaan. cara mengadakan koordinasi, yaitu menyelenggarakan rapat koordinasi para anggota dan memberikan penjelasan langsung mengenai pekerjaan dan tujuan yang akan dicapai; mengintegrasikan dan mempersatukan pola pikir dan tindakan para anggota, serta mengarahkan dengan semangat kebersamaan, persatuan, dan kesatuan terpadu untuk mencapai tujuan bersama; memotivasi para anggota untuk kerja terkoordinasi melakukan tugas-tugas pekerjaan, mendorong bertukar pikiran, dan mengemukakan ide, saran, dan gagasan untuk meningkatkan produktivitas kerja; melibatkan para anggota untuk berpartisipasi dalam menentukan kebijakan dan pengambilan keputusan (decision making); membina hubungan interpersonal yang baik di antara para anggota; melakukan komunikasi informal dengan para anggota bawahan. pengendalian (controlling) dalam manajemen paradigma baru, pengendalian merupakan fungsi manajerial yang pragmatis karena pengendalian adalah proses memantau dan mengendalikan kegiatan organisasi yang ketat dan akurat agar kinerja mencapai tujuan yang telah diproyeksikan sesuai perencanaan (kinerja = rencana). pengendalian berhubungan dengan usaha melancarkan dan mengamankan jalannya operasi organisasi ke arah cita-cita, yakni tercapainya tujuan yang telah direncanakan, termasuk kegiatan: verifikasi, waskat, sidak, evaluating, security, auditing, dan reporting. pengendalian, meliputi penetapan standar, evaluasi kinerja, dan tindakan korektif. untuk menyelaraskan pencapaian tujuan, perlu ada hal berikut. pertama, penetapan standardisasi, yaitu menetapkan suatu standar sebagai tolok ukur kinerja hasil aktual yang dicapai terhadap hasil rencana yang diproyeksikan. journal the winners, vol. 8 no. 2, september 2007: 184-196 194 tabel 1 jenis dan satuan standar no. jenis standar satuan standar 1. standar mutu kualitas i, ii, iii 2. standar waktu jam, hari, bulan 3. standar harga rp, $ 4. standar biaya rp, $ 5. standar bahan m, kg, liter 6. standar ukuran s, m, l 7. standar pemasaran pangsa pasar, unit, buah 8. standar produksi peta produksi, unit, buah 9. standar keuangan ratio financial, rp, $ 10. standar produktivitas 1, % dalam penetapan standardisasi, perlu juga diketahui tujuan pengendalian, yaitu disiplin administratif dan operatif agar semua kegiatan dilakukan sesuai rencana; antisipasi segala bentuk penyimpangan (deviasi), termasuk kkn; meningkatkan efektivitas dan efisiensi; optimalisasi produktivitas dan nilai tambah (added value); mencapai kinerja sesuai rencana; mengukur efektivitas pencapaian sasaran atau tujuan. kedua, evaluasi kinerja, yaitu membandingkan standar terhadap kinerja untuk mengetahui sejauh mana terjadi penyimpangan atau deviasi (standar – kinerja = deviasi). tabel 2 evaluasi standar terhadap kinerja no. jenis standar evaluasi deviasi 1. mutu standar > kinerja standar < kinerja kualitas jelek kualitas baik 2. waktu standar > kinerja standar < kinerja cepat lambat 3. harga standar > kinerja standar < kinerja murah mahal 4. biaya standar > kinerja standar < kinerja efisien inefisien 5. bahan standar > kinerja standar < kinerja hemat boros 6. ukuran standar > kinerja standar < kinerja kecil besar 7. pemasaran standar > kinerja standar < kinerja di bawah target di atas target 8. produksi standar > kinerja standar < kinerja di bawah target di atas target 9. keuangan standar > kinerja standar < kinerja defisit surplus 10. produktivitas standar > kinerja standar < kinerja nonproduktif produktif manajemen: paradigma baru… (soekarso) 195 dalam evaluasi kinerja, terdapat analisis nilai rasio produktivitas (nrp), yaitu nrp > 1, menunjukkan prestasi perusahaan produktif dan perusahaan mampu menghasilkan nilai tambah (added value) atau memperoleh keuntungan. lebih dari itu, bila nilai nrp tersebut pencapaiannya sama atau di atas standar maka kegiatan perusahaan berhasil mencapai sasaran yang telah ditentukan; nrp < 1, menunjukkan prestasi perusahaan nonproduktif dan perusahaan tidak mampu menghasilkan nilai tambah (added value) atau dapat dikatakan menderita kerugian; nrp = 1, menunjukkan prestasi perusahaan dalam kondisi bep (break even point/titik pulang pokok) dan hasil kegiatan perusahaan tidak untung dan tidak rugi. dalam evaluasi kinerja, terdapat tindakan korektif, yaitu melakukan tindakan perbaikan atas deviasi seperti penyimpangan, kesalahan, kegagalan, stagnasi yang terjadi agar sesuai dengan standar (standar = kinerja); membandingkan antara standar dengan kinerja. menganalisis data deviasi. melakukan tindakan perbaikan (korektif). ada juga teknik pengendalian, yaitu pengawasan langsung, pengawasan tak langsung, dan pengawasan berdasarkan kekecualian. penutup berdasarkan pembahasan, dapat dikemukakan simpulan sebagai berikut. manajemen paradigma baru merupakan manajemen profesional gaya baru berbasis perubahan (change) yang berorientasi pada efektivitas dan efisiensi untuk mencapai tujuan. perusahaan memiliki daya saing yang tangguh dengan menciptakan pengembangan melalui perubahan dan inovasi berkesinambungan terus-menerus tiada henti untuk menghasilkan nilai-nilai atau produk yang beda (unique) dan yang baru (the new). berdasarkan uraian pembahasan dapat dikemukakan saran sebagai berikut. mengelola perusahaan dalam kondisi apapun, perlu menerapkan sistem manajemen paradigma baru, termasuk reformasi di berbagai sektor. para manajer dalam perusahaan dari tingkat atas sampai bawah sebaiknya memperagakan gaya pemimpin tinggi-tinggi (high-high leader). journal the winners, vol. 8 no. 2, september 2007: 184-196 196 daftar pustaka bateman, snell. 2004. management: the new competitive landscape. united states of america: mcgraw-hill. gaspersz, vincent.ciqa, cpim. 2000. manajemen produktivitas total strategi peningkatan produktivitas bisnis global. jakarta: gramedia pustaka utama handoko, t. hani. 1999. manajemen. yogyakarta: bpfe universitas gajah mada. hendro and ww chandra. 2006. be a smart and good entrepreneur. jakarta: cla publishing dan universitas bina nusantara. h. malayu s.p. 2001. manajemen. jakarta: bumi aksara. jauch, lawrence r. and william f. glueck. 1999. manajemen strategis dan kebijakan perusahaan. jakarta: erlangga. stoner, freeman, gillbert. 1996. manajemen. jakarta: pt prenhallindo. microsoft word 03_ nazwirman_ok.doc 124 journal the winners, vol. 9 no. 2, september 2008: 124-134 peranan lembaga keuangan mikro berbasis teknologi informasi dalam mengembangkan usaha mikro nazwirman bina sarana informatika, jl. salemba raya no.5, jakarta 11730 abstract the effort to develop globally competitive micro business needs an information technology to fulfill the needs of the said business. this is to ease the administration system of the micro business, fast in service, easy to develop product and easy to gain trust from financial institutions. information technology implementation in a micro financial institution is important to develop itself. information technology of a micro financial institution will enable to professionalize a company and is committed to give the best information technology products and services for micro financial institution, not only in indonesia but also in the world. thus, competitive advantage such as experience, competence (specialization), after-sales, and product quality from micro financial institution is attained. keywords: micro financial institution, information technology abstrak upaya mengembangkan usaha mikro berdaya saing global diperlukan suatu teknologi informasi yang sanggup melayani kebutuhan dari usaha tersebut. hal ini untuk mempermudah sistem administrasi dari usaha mikro, cepat dalam pelayanan, mudah dalam mengembangkan produk dan mudah dalam mendapat kepercayaan dari lembaga keuangan. penerapan ti dalam lembaga keuangan mikro juga penting untuk mengembangkan kemampuan lkm. teknologi informasi sebuah lkm dapat menjadikan sebuah perusahaan profesional dan dapat berkomitmen untuk memberikan produk dan layanan teknologi informasi terbaik untuk lembaga keuangan mikro, tidak hanya di indonesia tapi juga dunia. sehingga dapat keuntungan bersaing berupa pengalaman, kompetensi (spesialisasi), purna jual, dan kualitas produk dari lkm. kata kunci: lembaga keuangan mikro, tekhnlogi informasi peranan lembaga keuangan …...(nazwirman) 125 pendahuluan salah satu komponen yang mendukung pembangunan nasional adalah tersedianya lembaga intermediasi yang mempunyai fungsi menghimpun dana dari masyarakat dan menyalurkan kembali ke masyarakat dalam bentuk kredit dan atau bentuk-bentuk lain. lembaga intermediasi yang ada dibedakan dalam 3 kategori, yakni (1) berbentuk bank tunduk pada undang-undang (uu) pokok perbankan; (2) berbentuk koperasi simpan pinjam (ksp) tunduk pada uu koperasi; dan (3) lembaga keuangan mikro (lkm) lainnya yang belum diatur uu. lembaga keuangan yang berbentuk bank diatur dengan uu ri nomor 7 tahun 1992 tentang perbankan sebagaimana telah disempurnakan dengan uu nomor 10 tahun 1998, dan yang berbentuk koperasi diatur dengan uu nomor 25 tahun 1992 tentang perkoperasian dan peraturan pemerintah nomor 9 tahun 1995 tentang pelaksanaan kegiatan usaha simpan pinjam oleh koperasi. sedangkan lkm lainnya yang bukan/tidak termasuk bank maupun koperasi belum ada ketentuan atau uu yang mengaturnya. khusus lembaga keuangan mikro, lkm adalah lembaga yang memberikan jasa keuangan bagi pengusaha mikro dan masyarakat berpengahasilan rendah, baik formal, semi formal, dan informal. secara umum, lkm di indonesia dapat dikelompokan menjadi 2 jenis sesuai dengan uu perbankan, yaitu bersifat formal dana informal. lkm formal dalam bentuk bank adalah bank kredit desa (bkd), bank perkreditan rakyat (bpr), dan bri-unit di mana sasaran bank umum adalah pengusaha kecil, menengah, sampai korporasi, sedangkan sasaran bpr adalah para pengusaha kecil atau para pengusaha mikro. sesuai dengan ketentuan bank indonesia, pembiayaan kepada usaha mikro setinggi-tingginya sampai dengan 50 juta. lkm formal terdiri dari kelompok swadaya masyarakat (ksm) dan sejenisnya. sebagai lembaga keuangan, lkm dapat melakukan kegiatan operasinya dengan sistem pembiayaan konvensional maupun syariah. indonesia sebagai negara terbesar ke lima dalam jumlah penduduk dan saat ini masih termasuk ke dalam negara yang belum berkembang, merupakan peluang yang subur bagi berkembangnya lkm. maulana ibrahin (2002) menyebutkan bahwa indonesia merupakan laboratorium pasar keuangan mikro terbesar di dunia, suatu tempat yang keberadaan sebagai lembaga keuangan rakyat tersebut telah melalui berbagai tahap uji coba (trial and error), dalam arti bahwa lembaga-lembaga tersebut tumbuh dan berkembang mengikuti kebutuhan masyarakat setempat. mencermati kegiatan lkm yang cukup banyak jenisnya, maka dapat disebutkan bahwa pada umumnya kegiatan operasional lkm dapat mencakup (1) memberikan kredit atau pembiayaan kepada perorangan, kelompok atau anggotanya, terutama yang menjalankan usaha mikro; (2) menerima simpanan/tabungan dari anggota; (3) menempatkan simpanan pada bank; (4) melayani kegiatan kas dan pembukuan; (5) melakukan kegiatan asuransi; (6) melakukan kegiatan gadai; (7) ikut serta dalam kegiatan pelatihan; dan (8) menyertakan modal pada kegiatan program pendukung lkm. pelayanan bank umum dan bpr yang telah ada saat ini belum dapat menjangkau sampai kepelosok perdesaan sehingga diperlukan suatu lembaga keuangan yang khusus melayani sektor informasi masyarakat kecil atau pengusaha kecil sampai pada tingkat pedesaan. lkm dapat dibedakan sebagai berikut (1) lembaga yang tunduk pada uu perbankan seperti bri unit dan bpr; (2) lembaga yang tunduk pada uu koperasi seperti koperasi simpan pinjam; dan (3) kelompok lkm yang belum ada undang-undangnya seperti badan kredit desa (bkd), badan kredit kecamatan (bkk), bank karya produksi desa (bkpd), lembaga dana kredit perdesaan (ldkp), kredit usaha rakyat kecil (kurk), lembaga perkreditan desa (lpd), lumbung pitih 126 journal the winners, vol. 9 no. 2, september 2008: 124-134 nagari (lpn), dan kelompok swadaya masyarakat (ksm) yang bergerak dalam usaha simpan pinjam, dan sebagainya. berkaitan dengan pengembangan lkm yang berbasis pada teknologi informasi dan komunikasi (information and communication technology/ict), maka permasalahan umum yang dihadapi oleh lkm adalah sebagai berikut. pertama, sebagian besar lkm (non bpr) yang terdapat di perdesaan ternyata masih mengelola administrasinya secara manual atau belum memanfaatkan teknologi ict (komputer) karena lemahnya permodalan dan sumber daya manusia. kedua, kendala utama pembiayaan usaha mikro adalah konsentrasi portofolio usaha yang sejenis, apabila terjadi kegagalan usaha (misalnya satu daerah tembakau dan lain-lain), maka akan membahayakan kondisi usaha mikro di sektor tersebut. pembahasan memperhatikan masalah lkm yang belum memanfaatkan teknologi informasi, ternyata kendala utamanya adalah keterbatasan modal untuk investasi di bidang information technology (it), di samping adanya kendala kualitas sumber daya manusia pengelola lkm. upaya pemberdaya lkm di bidang it tidak mungkin dilaksanakan oleh lkm itu sendiri dengan cepat. namun, harus secara bertahap yang tergantung pada tingkat perkembangannya. apabila tidak ada perkembangan, maka penggunaan ict sangat mahal dn tidak tepat sasarannya. pemberdayaan lkm yang berbasis pada teknologi informasi dan komunikasi dapat ditempuh melalui upaya-upaya sebagai berikut. pertama, adanya standarisasi sistem dalam implementasi it dengan menganut prinsip murah, sederhana, dan aman serta dapat menyelesaikan permasalahan administrasi guna mempermudah kontrol secara transparan untuk kelancaran kegiatan opersional. kedua, perlunya ditunjuk lembaga yang berkompeten dalam melakukan tugas-tugas pendampingan kepada lkm, yang meliputi bimbingan manajerial, operasional, dan pengembangan sdm. selanjutnya, implementasi teknologi informasi dan komunikasi yang direkomendasikan pada lkm adalah (1) delivery system, berupa aplikasi transaksi simpanan dan jasa pembayaran (payment point); (2) credit application, berupa aplikasi kredit dan pemeliharaan data nasabah; (3) report system, untuk keperluan monitoring dan laporan kolektibilitas yang mendekati dan sesuai dengan operasional bpr, antara lain pembuatan laporan-laporan seperti laporan keuangan, yaitu neraca laba/rugi dan keragaman usaha; laporan buku besar dan sub buku besar; laporan statistik pinjaman dan simpanan; laporan-laporan sdm seperti gaji, kepegawaian dan lain-lain; (4) jika lkm tersebut semakin berkembang, maka tindakan selanjutnya adalah mengembangkan ”support system”, yaitu kemudahan akses internet sehingga dapat akses informasi ekonomi dan bisnis, khususnya yang berhubungan informasi harga komoditi dan kebijakan pembangunan usaha. sebagaimana dikemukakan di atas, maka kendala lain yang dihadapai lkm adalah keteratasan lkm dalam menyediakan skim pinjaman yang sesuai dengan jenis usaha peminjam. umumnya, lkm hanya memiliki skim tunggal (single skim) dengan kecenderungan sebagai skim pinjaman konsumtif dengan jadwal angsuran tetap tanpa tenggang waktu (grace periode). dalam prakteknya, bisa kita lihat bahwa sebagian besar pinjaman lkm memiliki jangka waktu lebih pendek (kurang dari 1 tahun untuk sekali masa pinjaman), dengan jadwal angsuran yang lebih pendek pula (misalnya mingguan, 2 mingguan dan seterusnya). kondisi ini jelas akan menyulitkan bagi pembiayaan usaha mikro, yang mana hasil produksinya baru bisa diterima setelah panen yang dalam satu kali musim tanam membutuhkan waktu 3-4 bulan. peranan lembaga keuangan …...(nazwirman) 127 skim pinjaman semacam ini akan dirasakan memberatkan bagi usaha mikro di berbagai sektor yang membutuhkan ”turn over” lebih lama sesuai siklus produksi dari komoditi yang dibudidayakan. dengan demikian, pemberian pinjaman di berbagai usaha mikro harus diberikan tenggang waktu angsuran sehingga diperlukan skim pinjaman tersendiri di luar pola konsumtif. mengingat pelaku usaha mikro di berbagai sektor merupakan pelaku sangat besar dan di sisi lain banyak yang belum tergarap oleh pembiayaan perbankan komersial akibat kendala bank teknis, maka sudah sepatutnya sektor ini menjadi perhatian, sekaligus pasar sasaran (target market) bagi bisnis lkm. untuk itu, lkm dituntut melakukan reenginering produk pinjamannya minimal pada 2 pola pendekatan, yakni (1) pola angsuran tanpa tenggang waktu dan; (2) pola angsuran dengan tenggang waktu. dengan implementasi it pada lkm, khususnya input credit applikation system akan memungkinkan terciptanya 2 model angsuran di atas. dengan demikian, akan menjadi keuntungan besar bagi pelaku usaha mikro dalam mengelola keuangannya (cash flow). untuk memperkecil resiko, juga harus diperhatikan pemecahan konsentrasi pemberian pinjaman pada komoditi tertentu dan tidak hanya melihat perkembangan sesaat harga komoditi tertentu tersebut. harus dilihat perkembangan secara historis untuk diprediksikan ke depan, misalnya untuk komoditi cabai, cengkeh, tembakau, dan lain-lain sehingga perlu diversifikasi target pinjaman antara off farm dan on farm serta yang berada di luar kegiatan tersebut. keberadaan sistem teknologi informasi yang teroperasional dengan baik adalah faktor yang dominan dalam ketersediaan pihak bank menyalurkan dananya, misalnya kepada lkm. seandainya sistem yang ada di lkm masih manual, tentunya pihak bank akan berfikir panjang untuk mau menyalurkan dananya. kebutuhan akan teknologi informasi sudah tidak dapat dihindarkan lagi. semakin ketatnya persaingan di dunia usaha menuntut setiap perusahaan melakukan pelayanan yang lebih baik dan profesional. penanganan proses operasional yang cepat dan akurat sangat berpengaruh pada pelayanan yang diberikan kepada pelanggan. pelayanan berbasis it untuk membantu kebutuhan dalam meningkatkan pelayanan dan kinerja lkm atau diimplementasikan di bpr (bank perkreditan rakyat), bpr syariah, koperasi (baik serba usaha maupun koperasi simpan pinjam); dapat melayani mulai dari analisa sistem, pengembangan software, sampai pelayanan implementasi software sehingga dapat dipastikan akan dapat bekerja dengan baik dan memberikan hasil yang maksimal; serta program bpr/bpr syariah yang dapat diingetrasi dengan modul laporan bulanan bank indonesia (lapbul bi) sehingga lkm tidak perlu lagi melakukan input data di program bi. kompetensi dan komitmen dengan adanya perangkat lunak yang baik, lkm dapat berusaha memperluas jaringan pelayanan purna jual. perluasan jaringan selalu diimbangi dan dibarengi dengan penguatan kapasitas sdm sehingga terbentuk jaringan, yang bukan hanya kuat secara kuantitas tapi juga berkualitas. upaya peningkatan kualitas pelayanan, juga dilakukan melalui penyempurnaan produk sehingga menjadi semakin mudah dalam pelacakan kerusakan/kesalahan (troubleshooting), backup system, dan pemulihan sistem (system crash recovery). beberapa teknolologi yang dapat digunakan dalam rangka mengembangkan usaha mikro adalah sebagai berikut: pertama, gui (graphical user interface) windows. antarmuka (interface) untuk user berupa grafis berbasis microsoft windows, merupakan standar antarmuka untuk sistemsistem modern/mutakhir. sistem operasi yang digunakan adalah microsoft windows 98, windows 2000, 128 journal the winners, vol. 9 no. 2, september 2008: 124-134 windows me, dan windows xp. kedua, sql technology. penyimpanan dan pengolahan data sepenuhnya menggunakan teknologi sql (structured query language), yang mempunyai kelebihan dalam kecepatan dan kapasitas penyimpanan yang jauh lebih tinggi. ketiga, mysql, open source database server. untuk menekan biaya, mfs menggunakan software database server mysql yang merupakan software sql dengan paradigma pengembangan open source dan merupakan software sql open source paling populer dan paling banyak digunakan di dunia, dan terkenal karena kecepatan dan murah (bahkan gratis). penggunaan sql server yang dikembangkan secara open source merupakan solusi yang tepat, bahkan paling tepat khususnya untuk lembaga-lembaga keuangan mikro, mengingat biaya investasi yang terbatas. lkm dapat dengan tenang memanfaatkan sistem secara maksimal tanpa dibebani oleh masalah haki (hak cipta intelektual). keempat, client server architecture. arsitektur aplikasi mengacu pada standar arsitektur client server, di mana penyimpanan, pengolahan, dan perhitungan data dipisahkan dari proses data entry dan penampilan laporan sehingga beban komputer-komputer workstation/client menjadi lebih ringan. arsitektur client server juga memungkinkan transaksi dilakukan secara remote (online) dengan infrastruktur kornunikasi data yang tidak terlalu mahal. kelima, rapid deployment (implementasi cepat). didukung oleh desain sistem yang tepat dan sumber daya implementator yang sangat berpengalaman dan terlatih, mfs dapat dengan cepat diimplementasikan di lembaga-lembaga keuangan mikro. hanya dalam hitungan hari (2-3 hari), lkm sudah dapat memanfaatkan sistem mfs. keenam, parameter controlled. fitur-fitur yang spesifik lkm, misalnya nama lembaga, alamat lembaga, nama dan jabatan pimpinan, jumlah dan jenis produk tabungan, kredit; metode perhitungan bunga/bagi hasil, metode perhitungan kolektibiltas, daftar perkiraan, relasi antara produk dengan account di pembukuan, format cetakan buku tabungan, format surat perjanjian kredit, dan lain sebagainya; semuanya dikendalikan dan dikontrol melalui parameter sehingga ketergantungan terhadap vendor (ussi) menjadi sangat berkurang karena perubahanperubahan dapat dilakukan sendiri oleh user (admin). ketujuh, best practice. sistem sudah mencakup berbagai varian business process (sop) lembaga-lembaga keuangan mikro. kedelapan, report engine. secara integrated menyertakan fasilitas untuk membuat atau mengubah format format laporan. adanya fasilitas ini memungkinkan user/admin pengguna software untuk menambah sendiri laporan-laporan atau mengubah yang sudah ada sehingga lagi-lagi mengurangi ketergantungan kepada vendor. dengan demikian, tidak lagi diperlukan biaya tambahan, juga tidak membebani komputer yang digunakan. report tambahan secara otomatis menjadi bagian yang tidak terpisahkan dari aplikasi ibs yang sudah terpasang, serta tidak diperlukan lagi update file executable. kesembilan, script engine. script engine merupakan terobosan yang luar biasa dan merupakan fitur yang belum pernah ditemukan, paling tidak pada aplikasi aplikasi sejenis. dengan adanya script engine, semua rumus-rumus, kode-kode perhitungan, kode-kode proses (perhitungan bagi hasil, perhitungan bunga, proses, perhitungan, jadwal angsuran, dan sebagainya menjadi sangat transparan sehingga dapat dengan mudah diaudit, dikoreksi dan diubah, disesuaikan dengan kebijakan lkm yang bersangkutan. user/admin juga dapat dengan mudah menambah proses-proses/perhitungan perhitungan tambahan yang kemudian secara otomatis menjadi bagian dari aplikasi, serta tidak diperlukan lagi update file executable. kesepuluh, skin engine. dengan skin engine lkm dapat (1) mendesain dan membuat sendiri struktur menu aplikasi, disesuaikan dengan sop (standard operating procedure); (2) lkm dengan mudah membuat pengelompokan menu-menu aplikasi dan mendelegasikan menu-menu tersebut ke setiap user; (3) mendesain dan membuat sendiri-struktur sekuriti/wewenang pengoperasian aplikasi. lkm bisa mengelompokkan user-user dan memberi wewenang dari masing-masing user sesuai dengan sop yang berlaku. wewenang diberikan ke user sampai ke tingkat menu. menu yang muncul di aplikasi hanyalah menu-menu yang sebelumnya sudah diberikan oleh admin. setting tampilan aplikasi/desktop (gambar background, bentuk menu/style) untuk masing masing user. setiap user dapat memilih sendiri tampilan desktopnya sesuai dengan peranan lembaga keuangan …...(nazwirman) 129 seleranya. saat ini tersedia 12 bentuk/style menu yang dapat dipilih. jumlah style ini akan terus menerus ditambah tanpa batas, mengingat selera user yang juga tidak ada batasnya; (4) mengubah semua label, prompt, dan deskripsi menu sampai 4 pilihan. dengan demikian, ketika tidak ada kesesuaian per istilahan, anda dapat mengubah sendiri per istilahan, tanpa harus tergantung pada vendor. kesebelas, online reporting engine. engine ini memungkinkan semua laporan (atau sesuai setting admin) untuk dikirimkan secara online ke data center berbasis teknologi web service, ftp atau pop. fitur ini sangat berguna terutama monitoring lembaga-lembaga keuangan mikro karena pelaporan dapat dilakukan secara online melalui saluran komunikasi data, baik dial up ras (remote access server) maupun jaringan internet. pelaporan dapat dilakukan setiap saat sehingga evaluasi dapat dilakukan secara cepat. keduabelas, other engine. engine-engine lainnya yang tidak kalah pentingnya adalah backup & restore engine. sistem dapat melakukan backup dan restore langsung ke media cd rom, tanpa diperlukan software tambahan (nero, misalnya). assistance engine. sistem. help sistem yang mirip office assistance nya microsoft office. content help dapat dibuat sendiri oleh user/admin. patching system engine. fasilitas untuk meng akomodasi adanya perubahan perubahan (update) sistem, baik database, script maupun report; sms engine, dapat digunakan misainya untuk fasilitas sms banking. solusi yang tepat penerapan ti dalam lembaga keuangan mikro tampaknya dipandang penting untuk mengembangkan kemampuan ukm agar bisa lebih berdaya-saing menghadapi liberalisasi perdagangan pada saatnya nanti. rendra hertiadhi (2007) menganggap peranan ti dalam bisnis adalah sebagai alat yang harus mampu berperan dalam mendukung bagi terciptanya produktivitas kinerja yang optimal dan profitibilitas yang maksimal. oleh karena itu, harus diperhatikan bussiness tools (perangkat bisnis) yang tepat. dalam hal ini, pilihan ti harus memperhatikan secara cermat dan menyesuaikan solusi yang dipilih sesuai dengan bussiness process (proses bisnis) dari kegiatan usaha yang dijalankannya. terkait dengan ukm, jelasnya secara umum yang harus dilakukan adalah penentuan prioritas kebutuhan. prioritas kebutuhan tersebut harus muncul dalam rangka menghasilkan kinerja usaha yang lebih baik. satu hal yang nyata adalah bahwa kita dapat melakukan kuantifikasi (penghitungan) terhadap manfaat yang diperoleh dari penerapan ti dalam proses bisnis. menanggapi hal itu, pihak bi sebenarnya sudah menyiapkan perangkat informasi yang berbasis ti dengan kuantifikasi kebutuhan. upaya yang telah dilakukannya adalah dengan mengembangkan sistem informasi pengembangan usaha kecil (sipuk). sistem tersebut dapat sebagai sarana menyebarluaskan secara cepat hasil-hasil penelitian dan berbagai informasi lainnya. dalam sistem sipuk, meliputi sistem informasi baseline economic survey (sib), sistem informasi agroindustri berorientasi ekspor (siabe), sistem pola pembiayaan (silm), sistem informasi penunjang keputusan untuk investasi (spkui), dan sistem informasi prosedur memperoleh kredit (sipmk). subsistem-subsistem tersebut diintegrasikan ke dalam suatu sistem terpadu sehingga akan memudahkan pengguna ketika ingin mengetahui lebih banyak dan jauh tentang suatu komoditi dari berbagai aspek; di antaranya seperti aspek potensi ekonomi daerah, pengembangan ekspor, model pembiayaan, bahkan model simulasi jika ingin berinvestasi pada komoditi tersebut. upaya yang dapat dilakukan untuk mengembangkan ukm berbasis iptek adalah dengan menciptakan teknologi tepat guna (ttg); di mana bahan yang digunakan untuk mengembangkan ttg tersebut tetap berbasis kepada sumber daya lokal sehingga masyarakat setempat dapat meningkatkan nilai tambah usahanya (akhmadi, 2005). namun, peran dan fungsi ttg ternyata masih belum 130 journal the winners, vol. 9 no. 2, september 2008: 124-134 dimanfaatkan secara optimal oleh sebagian besar masyarakat. hal ini disebabkan antara lain karena masyarakat belum mengenal dengan baik manfaat ttg, umumnya masyarakat belum mengetahui cara menggunakan ttg. akibatnya, selama ini masyarakat melihat penggunaan ttg hanya menambah beban usaha saja. untuk itu, dalam penerapan ttg, perhatian terhadap kondisi sosial, ekonomi, dan budaya masyarakat setempat merupakan hal penting yang harus diperhatikan sehingga kesenjangan antara teknologi yang ada atau tersedia dengan kebutuhan kelompok masyarakat pengguna dapat secara benar untuk digunakan memecahkan masalah yang dihadapi sesungguhnya. dalam hal ini, dituntut peran pengguna untuk bersifat aktif. jika para pengguna bersifat pasif, maka proses pengalihan teknologi akan berjalan lambat atau mengalami kegagalan. jadi, langkah yang dapat ditempuh dalam hal alih teknologi dan menumbuhkan sikap inovatif pada masyarakat pengguna melalui optimasi dan pengembangan jaringan kemitraan. selain itu, dilakukan pemberdayaan dan pengembangan sumberdaya manusia. sementara dalam hal strategi bagi penerapan ttg, setidaknya dengan melakukan identifikasi dan pemilihan penerapan ttg yang sesuai; di antaranya dengan melakukan re-edukasi, bantuan teknis teknologi, pendampingan serta melakukan pemberdayaan dan pembinaan usaha. setelah itu, dilakukan monitoring dan evaluasi untuk memantau kegiatan yang sudah dilakukan. dalam upaya komersialisasi hasil-hasil ttg, selayaknya diterapkan strategi unggul harga, unggul mutu, unggul segmen pasar, dan unggul citra. menurut kepala bidang infrastruktur jaringan informasi kementerian riset dan teknologi, haryanto sahar (2007), guna memfasilitasi unit-unit ukm mengakses ti pihaknya mendirikan warung informasi dan teknologi (warintek). warintek ini tidak hanya melakukan pengumpulan data potensi lokal, melainkan dilakukan pula bentuk-bentuk pelatihan. katanya, ``dalam setahun kita mengadakan 4-5 kali pelatihan tentang ttg.`` hingga saat ini, ungkapnya, warintek yang berada di seluruh indonesia telah berjumlah lebih dari seribu unit. masing-masing unit warintek tersebut mendapatkan insentif dari pihak pemerintah berupa dana, yang besarnya rp 10 juta sampai rp 15 juta. adapun materi yang terdapat dalam warintek tersebut berupa infrastruktur teknologi dan konten data. untuk insfrastruktur, masih mengalami kendala telekomunikasi untuk dapat berkolaborasi dengan internet services provider (isp) setempat. sedangkan untuk konten, pihaknya telah berhasil mengumpulkan informasi dari hasil-hasil penelitian lipi, bppt, ristek, dan lembaga-lembaga penelitian lainnya. umumnya, informasi yang diberikan berupa pemanfaatan ttg dari hasil kajian lembaga penelitian dan pengembangan (litbang). teknis yang dilakukan di antarannya penginputan database (pemasukan data) lokal yang dapat diakses secara internet maupun dalam bentuk cd-rom (compact disc-read only memory). untuk mengoptimasikan kemampuan ukm dalam menghadapi liberalisasi perdagangan, dapat pula dibangun sentra promosi dan pemasyarakatan iptek (sentra promptek). dari program sentra promptek tersebut, diharapkan menghalalkan temuan-temuan baru serta manfaat yang dapat dimanfaatkan untuk pengusaha usaha kecil dan menengah (ukm). dengan berhasilnya sentra promtek mendokumentasikan temuan dari hasil penelitian, maka pemanfaatannya oleh ukm bisa semakin banyak; dan ini nantinya dapat memperkuat ukm dalam menghadapi persaingan pasar mendatang. t i mendorong kinerja usaha mikro persoalan kinerja seringkali menjadi kendala sektor usaha kecil menegah (ukm) untuk maju. dukungan ilmu pengetahuan dan teknologi (iptek) dipercaya dapat membantu peningkatan kinerja tersebut. perkembangan ilmu pengetahuan dan teknologi (iptek) di abad ke-21 semakin peranan lembaga keuangan …...(nazwirman) 131 pesat, apapun dapat dilakukan. penggunaan aplikasi ti sudah merambah ke berbagai sektor kehidupan manusia. meskipun harus diakui, penggunaan ti ternyata masih dikategorikan sebagai salah satu sumber daya yang terklasifikasi secara eksklusif dan identik dengan suatu kecanggihan super yang mahal. lantas, seiring dengan pesatnya perkembangan dan terobosan iptek, khususnya berkaitan dengan ti, yang ditandai dengan diciptakannya sistem microprosessor dan kemudian internet, maka secara cepat dan nyaris tidak terasa. hal tersebut telah menjadi suatu bagian dasar dari kehidupan manusia sehari-hari, baik dalam bentuk alam lingkungan yang nyata sampai kepada kehidupan maya. salah satunya adalah pemanfaatan ti dalam bidang bisnis. ti dipandang dapat menjadi salah satu sektor pendorong bagi kemajuan usaha dalam kegiatan bisnis dan perekonomian secara umum. hal ini telah diakui banyak pihak, kalau ti mampu meningkatkan kinerja usaha bisnis yang dilakukannya. jika demikian, bagaimana halnya peranan dan kemampuan ti itu sendiri dalam mendorong kegiatan ekonomi yang berbasis pada rakyat kecil. seperti telah ketahui, usaha kecil dan menengah (ukm) merupakan salah satu unit pelaku usaha yang strategis dalam perekonomian indonesia. setidaknya, hal ini dapat diindikasikan dengan jumlahnya yang mencapai 39,04 juta unit atau 99% dari total usaha nasional. sementara jika dilihat dari sisi tenaga kerja, unit usaha ukm ini sudah tidak dapat dipungkiri lagi kemampuannya. berdasarkan data biro pusat statistik (bps) tahun 2000, diketahui tenaga kerja yang bekerja di sektor usaha kecil jumlahnya mencapai 66,827 juta orang atau mencapai 89% dari total angkatan kerja nasional. untuk tenaga kerja yang berada di usaha menengah, jumlahnya mencapai 7,535 juta orang (10 %). sedangkan mereka yang bekerja di usaha besar, tenaga yang terserap sebanyak 383,573 ribu orang (1%). kontribusi ukm pun cukup besar dalam perolehan produk domestik bruto (pdb) negara. dari pdb non migas, misalnya, ukm mampu menyumbang sebesar 63,11%. terhadap ekspor non migas, nilai kontribusi ukm pun mampu mencapai angka 14,20%. jadi jelas, unit usaha ukm ini merupakan salah satu katup pengaman bagi perekonomian nasional yang cukup efektif. namun demikian, kenapa ukm-ukm tersebut belum mampu membawa indonesia keluar dari krisis ekonomi yang berkepanjangan. menurut deputi bidang pemasaran kantor menteri negara koperasi dan ukm (menegkop dan ukm), sri ernawaty (2004) mengungkapkan ”ada beberapa hal yang menyebabkan ketidakmampuan ukm dalam membantu pemulihan perekonomian nasional. di antaranya adalah produk yang dihasilkan ukm masih merupakan produk unggulan yang berorientasi lokal”. kinerja ukm masih berkisar pada sektor primer dan masih sedikit yang bergerak di sektor pengolahan dengan nilai tambah yang tinggi. akibatnya, tingkat produktivitas ukm tersebut masih sangat rendah sehingga produknya hanya memiliki keunggulan komparatif, belum mempunyai keunggulan kompetitif. padahal, dalam menghadapi liberalisasi perdagangan, baik di tingkat internasional maupun lokal, diperlukan produk-produk yang mampu bersaing secara kompetitif dengan para pesaing. berdasarkan hasil studi cses universitas victoria, terlihat bahwa indeks teknologi produk unggulan indonesia adalah 0,34. sementara itu, negara-negara pesaingnya di tingkat regional seperti malaysia memiliki indeks 1,72, singapura (1,79), thailand (0,92), filipina (0,95), dan taiwan (1,19). artinya, pemanfaatan teknologi yang mencerminkan kegiatan-kegiatan riset dan pengembangan (research and development) yang ada di indonesia masih sangat rendah. selain daya serap teknologi yang masih rendah, sri melihat adanya sejumlah kendala internal dan eksternal ukm dalam melakukan usahanya. secara internal, umumnya sektor ukm masih sangat lemah dalam hal manajemen usaha, ”know how” dalam teknik berproduksi, etos kerja, dan kendala-kendala lainnya. 132 journal the winners, vol. 9 no. 2, september 2008: 124-134 secara eksternal, lingkungan usaha yang bersifat multidimensional menyebabkan terjadinya hambatan bagi dunia usaha. misalnya saja, undang-undang perbankan yang masih kaku. akibatnya, aturan itu masih menyulitkan akses para ukm terhadap sumber pembiayaan bank. dalam hal ini, ukm yang akan meminjam uang ke bank-bank lokal harus memberikan jaminan aset yang jauh lebih besar dari jumlah pinjaman yang dibutuhkan mereka. demikian juga halnya dengan kebijakan moneter berupa suku bunga bank indonesia (sbi) yang tinggi. hal ini menyebabkan perbankan dan lembaga pembiayaan lainnya tidak menjalankan fungsi intermediasinya (menyalurkan kredit) secara sempurna. kendala lain, terkait dengan program otonomi daerah yang cenderung menarik banyak pungutan kepada ukm dengan dalih untuk meningkatkan pendapatan asli daerah (pad). dan, belum adanya jaminan keamanan resiko bagi ukm yang berakibat pada meningkatnya biaya produksi, juga menjadi penyebab lain. hal penting lain yang merupakan cerminan dari masalah internal maupun eksternal ukm adalah rendahnya akses ukm kepada pasar sebagai akibat kurangnya akses terhadap informasi. hal tersebut terkait dengan minimnya kontak langsung dengan para pembeli potensial. dibalik sejumlah kelemahan yang disebutkan tersebut, ukm memiliki keunggulan tersendiri. menurut kepala biro kredit bank indonesia (bi), roswita roza (2007), ”setidaknya ukm dalam pemanfaatan bahan bakunya tidak tergantung pada bahan baku impor. dengan demikian, pada saat harga bahan baku impor melambung sejalan dengan melemahnya nilai rupiah terhadap mata uang asing, ukm ternyata dapat terus berproduksi dengan harga relatif stabil”. sementara dari sudut perbankan, pemberian kredit kepada ukm juga dapat menguntungkan bagi bank yang bersangkutan. pasalnya, tingkat kredit macet sektor ukm dalam mengembalikan hutang pada umumnya relatif kecil. tingkat kepatuhan nasabah usaha kecil ternyata lebih tinggi jika dibandingkan dengan nasabah usaha besar. dengan adanya pemberian kredit kepada ukm, maka akan mendorong penyebaran risiko perbankan. roswita mengatakan penyaluran kredit kepada usaha kecil dengan nilai nominal kredit yang kecil pula memungkinkan bank untuk memperbanyak jumlah nasabahnya sehingga pemberian kredit tersebut tidak hanya terkonsentrasi pada satu kelompok atau sektor usaha saja. competitive advantage sistem informasi sebuah lkm tentunya dapat menjadi sebuah perusahaan profesional berskala nasional serta dapat berkomitmen untuk memberikan produk dan layanan teknologi informasi terbaik untuk lembaga keuangan mikro, tidak hanya di indonesia tapi dunia sehingga dapat competitive advantage berupa pengalaman, kompetensi (spesialisasi), purna jual, dan kualitas produk dari lkm tersebut. produk kelas dunia (world class product) melalui kegiatan riset dan pengembangan it terhadap lkm yang terus menerus, maka lkm tersebut memberikan produk produk berkelas dunia (world class product). berbagai metode dan teknik pengembangan software secara konsisten diterapkan object oriented programming, iterative process, extreme programming, agile process, unified process, uml (unified modelling language), sql database system, client server architecture, three tier architecture, component based system development. teknologi it yang di harapkan adalah merupakan sistem yang terintegrasi dari modul modul aplikasi corebanking, yaitu teller/kasir, back office tabungan/simpanan, back office kredit/pembiayaan, back office deposito/simpanan berjangka, dan pernbukuan/akuntansi. pencatatan transaksi di modul peranan lembaga keuangan …...(nazwirman) 133 teller/kasir secara otomatis meng-update seluruh modul modul terkait. neraca, laba rugi, laporan nominatif, rekapitulasi dan lain sebagainya akan secara serentak ter-update. mencermati hal lainnya dari macam lkm, terutama yang masih tergolong lembaga yang informal, maka bagi keperluan pengembanganya sehingga menjadi lembaga keuangan yang baik dan sehat dengan penggunaan it yang baik pula, perlu didukung oleh tersedianya kelembagaan yang memadai. minimal kelembagaan tersebut mencakup aspek legal maupun aturan-aturan lain yang terkait serta adanya jaringan yang kuat, baik antar lkm dengan lembaga keuangan lainnya. lebih dari 95% dari pelaku ekonomi di indonesia merupakan kelompok berpengahasilan rendah, pengusaha kecil dan mikro serta banyak yang tidak terlayani oleh pelayanan jasa bank umum. dengan menyadari hal ini, lkm dengan berbasis teknologi memiliki peluang besar untuk dikembangkan dalam melayani pangsa pasar (market share) tersebut. tanpa akses informasi yang jelas dan memadai pada lkm, hampir seluruh rumah tangga miskin akan menggantungkan pembiayaan pada kemampuan sendiri yang sangat terbatas, atau pada sumber keuangan informal (rentenir, tengkulak, pelepas uang) yang membatasi kemampuan kelompok pengusaha miskin (economically active poor) untuk berpartisipasi dan dapat manfaat dari kegiatan pembangunan. secara khusus, keuangan mikro juga dapat menjadi jalan yang efektif dalam membantu dan memberdayakan perempuan yagn menjadi bagian terbesar dari masyarakat miskin sekaligus juga memiliki potensi dan peran besar untuk meningkatkan ekonomi keuarga jika medapat kesempatan. pengalaman grameen bank membuktikan bahwa keuangan mikro merupakan pendekatan terbaik baik dalam upaya pemberdayaan dan pengembangan usaha mikro untuk penanggulangan kemiskinan. banyaknya perhatian dan upaya untuk mengembangkan keuangan mikro, terutama didasarkan pada motivasi untuk mempercepat usaha penaggulangan kemiskinan. hal ini pulalah yang mendasari berbagai lembaga internasional sepert ifc-world bank dan gtz-profi bergerak langsung dalam kegiatan keuangan mikro. dengan menyadari hal-hal tersebut, maka salah satu bentuk pemberdayaan bagi lkm adalah dengan menyediakan kerangka hukum (legal framework), yang setidaknya dilatarbelakangi oleh 2 hal, yaitu (1) uu no.7 tahun 1992 tantang perbankan sebagaimana diubah dengan uu no. 10 tahun 1998, menyatakan bahwa setiap pihak yang melakukan kegiatan menghimpun dana dari masyarakat dalam bentuk simpanan wajib terlebih dahulu memperoleh izin usaha sebagai bank umum atau bpr dari bank indonesia, kecuali apabila kegiatan diatur dengan uu tersendiri; (2) tidak adanya kejelasan aspek hukum bagi lkm mengakibatkan terlambatnya pengembangan lkm, midalnya dalam memenuhi persyaratan bank, apabila lkm bermaksud melakukan ekpansi kegiatan dengan meminjam dana dari bank (linkage). pemahaman tentang perlunya undang-undang khusus bagi keuangan mikro di indonesia sebaiknya tidak teratas pada ide untuk merevisi undang-undang yang sudah ada. secara mendasar, hal ini perlu dilatarbelakangi oleh motivasi untuk memberikan penjelasan pengaturan bagi publik, berkaitan dengan kegiatan yang dilakukan keuangan itu sendiri, memberikan payung hukum dan memberikan kejelasan pengaturan bagi publik berkaitan dengan kegiatan lebaga keuangan. filosopi mengaturan lkm didasari pada pemahaman bahwa lkm tidak akan berkambang tanpa adanya kebijakan yang kondunsif. berpijak pada fakta bahwa pengelompokan lkm dalam 3 kategori, yaitu dananya tergantung pada pihak lain, dananya berasal dari anggotanya, dan memanfaatkan dana tersebut untuk membiayai usaha, maka pengaturan lkm ditujukan untuk menjawab isu regulasi yang mempengaruhi operasionalisasi dan perumbuhan lembaga lkm. 134 journal the winners, vol. 9 no. 2, september 2008: 124-134 penutup dari pembahasan, dapat disimpulkan bahwa (1) pembiayaan lkm berbasis ict masih memiliki kendala besar dikarenakan keterbatasan modal lkm tersebut, di samping kendala kualitas sumber daya manusia; (2) untuk mewujudkan lkm berbasis ict, dapat dilakukan secara bertahap sesuai dengan perkembangan dan kebutuhan dengan menggunakan prinsip murah, sederhana, aman, dan dapat membantu penyelesaian operasional lkm tersebut; (3) keberhasilan pemberdayaan lkm berbasis ict akan memberikan dampak luas pada pemerataan modal yang berkeadilan, dan akhirnya bermuara pada terciptanya pembangunan ekonomi dan kesejahteraan; (4) dengan menyediakan payung hukum undang-undang khusus bagi keuangan mikro di indonesia yang kondunsif, hal ini perlu dilatarbelakangi oleh motivasi untuk memberikan penjelasan pengaturan bagi publik, berkaitan dengan kegiatan yang dilakukan keuangan itu sendiri. daftar pustaka ibrahim, m. (2002). menuju keuangan mikro (lkm) yang sehat dan berkelanjutan (sustainable). kerynote address pada lokakarya lembaga keuangan mikro agro berbasis information and communication technology (ict) untuk mendukung pengembangan usaha mikro, jakarta, september 2002. otero, m, and rhyne, e. (1994). the new world of microenterprise finance: building healthy financial institutions for the poor (ed), west hartford, connecticut: kumarian press. sumodiningrat, g. (2002). makalah sarasehan nasional micro finace dan upaya penanggulangan kemiskinan. kerjasama f-mipa ipb, crescent dan partnership for government reform in indonesia. tohari, e. (2002). pengalaman pemberdayaan lkm-agro di indonesia: lkm-agro dan kemandirian petani. makalah pada lokakarya lembaga keuangan mikro agro berbasis information and communication technology (ict) untuk mendukung pengembangan usaha mikro, jakarta, 10 september 2002. windarti. (2000). kajian pengaruh jaringan komunikasi dalam penerapan inovasi kredit pola grameen bank terhadap peningkatan pendapatan anggota. tesis magister program pascasarjana ipb, bogor. wright g.a. (2001). microfinance systems. in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 189 the winners, 23(2), september 2022, 189-198 doi: 10.21512/tw.v23i2.8184 the social capital in family firms: impacts on family-longevity-goals and performances daniel kurniawan1*; elia ardyan2; istiatin3; luhgianto4 1,2department of business management, school of business and management, ciputra university surabaya jl. citraland cbd boulevard, made, sambikerep, kota sby, jawa timur 60219, indonesia 3faculty of economy, universitas islam batik surakarta, jl. agus salim no. 10, sondakan, surakarta, central java 57147, indonesia 4sekolah tinggi ilmu ekonomi pelita nusantara jl. slamet riyadi no. 40a, gayamsari, semarang, central java 50161, indonesia 1daniel.kurniawan@ciputra.ac.id; 2elia.ardyan@ciputra.ac.id; 3istiatinumi@gmail.com; 4luhgiatno_smg@yahoo.co.id received: 09th february 2022/ revised: 14th april 2022/ accepted: 19th april 2022 how to cite: kurniawan, d., ardyan, e., istiatin., & luhgianto. (2022). the social capital in family firms: impacts on family-longevity-goals and performances. the winners, 23(2), 189-198. https://doi.org/10.21512/tw.v23i2.8184 abstract the research was motivated to examine the impact of family, specifically in social capital on firm performances during the covid-19 pandemic. the research applied a quantitative approach analysed by both descriptive and inferential statistics by obtaining questionnaires from using a likert scale to create a whole picture of the social capital dimensions of 89 family firms and their family longevity goals (flg) as well as their firm performances (fp). the research finds that social capital dimensions have a significant and positive impact on both family longevity goals and firm performance. moreover, it is found that family longevity goals mediate the positive relationship between social capital dimensions and firm performances. it is also revealed that the impact of social capital dimensions is stronger in firms controlled by the second generation. it is suggested that future research include the external side of the social capital to have further understanding on its impact towards the performance of family business. keywords: family firms, social capital, social capital dimensions, family longevity goals, firm performances i. introduction the family business has dominated the world economy and played an important role in developing nations’ economics. according to the family firm institute’s most recent statistics, family businesses account for two-thirds of all businesses worldwide, generate 70-90% of annual global gdp, and create 5080% of jobs in the majority of countries (de massis et al., 2018). osunde (2017) also state that the total economic impact of family businesses on global gdp is over 70%. robertsson (2021) states that the top 500 family businesses produce $7,28 trillion in revenue and recruit 24,1 million people. they make up the world’s third-largest economic contribution by revenue proving the strength of family firms in the global economy. in indonesia, family businesses also have important roles in the whole nation’s economics. according to ng et al. (2021), family businesses account for 75% of the business sector in indonesia. furthermore, the total economic impact of family businesses on indonesian gdp is 25%. some indonesian family firms have already been famous for wealth such as sampoerna, indofood, djarum, and bakrie group. sampoerna is the biggest cigarettes company in indonesia, has been conducting its business activities in indonesia for more than a century (has been passed down in three generations), and has great impact on indonesian economically or socially even during the covid-19 pandemic (afriyadi, 2021; widiarini, 2020). on the other side, covid-19 pandemic has impacted a lot of family business negatively. according to kpmg, a global accounting organization, 69% of family firms were experiencing revenue decrease (“the impact of covid-19”, 2021). another source from banyanglobal survey also states that the covid-19 pandemic had negatively affected 82% of the family firms, and about half of them states that the impact was substantial (hannon, 2020). the covid-19 pandemic has also created serious challenges for companies, making retirement and succession planning even more difficult (“family business model”, 2020). hence, there is a need to conduct research on family business’ in pr es s 190 the winners, vol. 23 no. 2 september 2022, 189-198 sustainability amidst covid-19 pandemic. speaking about its uniqueness, family business has the existence of social capital ideas that differentiates them from non-family firms. social capital is built from strong trust and shared values which can be unique to familial relationships and naturally exist in family businesses. due to its inherent existence, social capital can blur the partition between professional and personal matters thus worsening the family problems during business activities (clarfeld, 2019). based on these facts there is a need to control or manage relationships between families so it will not worsen business activities. the research aims to explore the impact of family members’ relationships on family businesses’ firm performances based on social capital concepts. ahmad et al. (2020) demonstrate a significant influence of family involvement in business on the long-term viability of family firms. löhde, calabrò, and torchia (2020) also state that family relationships and involvement also increase the chance of success in succession plans. based on these results, it can be concluded that family involvement, firm performance, and succession have been the center of family business research. family members have important roles in developing their firm performance due to its ownership and involvement in developing the companies. the statement is in line with social capital ideas. some research supports the impact of social capital on firm performances. schmid and sender (2021) state that organizational social capital has a significant impact on firm performances with higher nepotism. it means that the better the relationship between families will increase the impact of social capital on family performance. a similar result also came from ahmad et al. (2020) who state that family involvement in the business has a positive impact on board processes and strategy which also enhance firm performances and in the end significantly impact its sustainable longevity. the similarity of those researches is family involvement or governance did not impact firm performance directly. some mediating factors like relationship, culture, innovation, and strategy act as intermediaries between family involvement and firm performance. however, mani (2015) states that some of the variables in family involvement can directly impact firm performances. lee and chu (2017) also have stated that when family ownership is combined with active family management and control, it will strengthen the positive effect of entrepreneurial orientation on firm performance. another intermediary factor that mediates the impact of the family effect on firm performance is family longevity goals. soluk et al. (2021) has stated that one of the key determinants of business outcomes is unique goals. pieper et al. (2018) also state that family longevity goals (flg) impacts strategy, family, and organization behaviour. kim & gao (2013) point out that fim (family involvement in management) has no direct effect on performance, but a firm’s family longevity goals positively moderate the relationship between fim and performance. besides the need of more research on family business’ sustainability amid covid-19 pandemic, the differences in the research’s results between the direct and indirect impact of the family member on firm performances also becomes the research gap in the research. by knowing the current research gap, the research aims to analyze whether family member (based on social capital ideas) has a direct or indirect impact on firm performances. the research uses social capital ideas as a foundation for building the concept of family members’ impact due to its uniqueness in the family business. the research also uses family longevity goals (flg) as mediating effect between social capital and firm performances due to its new concepts and its impact on firm performances. the research applies a quantitative approach and the result is analyzed by both descriptive and inferential statistics. according to wilcox (2017), the main goal of descriptive statistics is summarizing data in a manner that helps convey some of its important properties in a relatively simple manner. through descriptive statistics, the results of the research can be summarized without trying to generalize to a larger population of individuals (george & mallery, 2018). based on these facts, the research used descriptive statistics to provide a bigger picture of the sample population such as family firms’ characteristics and its performances especially in comparing the firm performance of the family business based on the generations who lead the firms (1st, 2nd, 3rd … generation). the research also uses inferential statistics to test the impact between variables. generally speaking, inferential techniques are methods for predicting or generalizing a population or things where it is possible to measure not all persons or things (wilcox, 2017). george and mallery (2018) state that the main purpose of inferential statistics is to explore relationships between variables. the main purpose of the research is to explore the impact of family members based on the social capital idea to family longevity goals and its firm performances. in line with this main purpose, inferential statistics is used to analyse the impacts between variables in the research. the main finding of the research is social capital dimensions are beneficially impacted family longevity goals and its firm performances. it indicates that family firms should build their social capital dimensions to develop their unique long-term goals so it can increase the family firm's performance. ii. methods the research does not only present the applied methods but also provides the literature reviews and propose hypothesis. wiliams jr et al. (2018) has stated that family firms have idiosyncratic or unique resources which differ them from the non-family business. those in pr es s 191the social capital in family .... (daniel kurniawan, et al.) idiosyncratic resources include human capital, social capital, financial capital, and physical capital (mani, 2015). clarfeld (2019) state that the idea of social capital is the main key that makes family firms unique compared to other kinds of business. social capital is built from strong trust and shared values which can be unique to familial relationships and naturally exist in family businesses. due to its inherent existence, social capital can blur the partition between professional and personal matters thus worsening the family problems during business activities (clarfeld, 2019). generally, family social capital consists of three dimensions which are structural, relational, and cognitive dimensions (nordin et al., 2020). the structural dimension (sd) refers to the patterns and strength of ties within the members of a group. this dimension represents resources that facilitate the interaction and communication of information. the cognitive dimension represents the family’s shared vision and purpose. the relational dimension includes the resources which are created from personal relationships such as trust, norms and obligations, and identification (mani, 2015). next is about family social capital and family longevity goals. as owning families have idiosyncratic norms and values compared with nonfamily businesses, those differences enhance their goal heterogeneity (casprini et al., 2017). wiliams jr et al. (2018) state the family business goal antecedents are family presence, the role of individual family members, founder influence and leadership, family history and culture, organizational identity, succession intentions, and national culture and ethnicity. those antecedents are in line with social capital ideas regarding idiosyncratic resources in which every family has its uniqueness to its history and individual characteristics. since every member of family firms has their uniqueness, if they have stronger relationships with each other, it will result in higher family longevity goals because the family has succeeded in reconciling the differences and creating long-term common goals. the statement is supported by kim and gao (2013) pointing out that flgs can be created by a sense of shared identity and connections among family members and encourage them to be very loyal and committed to the organizations. in the research, the family members’ concept is defined based on social capital ideas which have three dimensions: structural, relational, and cognitive dimensions. tasavori et al. (2018) also state that social capital contributes to the expansion of shared understandings of firm strategies. in line with the arguments, research result, and social capital ideas, the hypothesis are proposed: h1: higher structural dimension will increase family longevity goals h2: higher relational dimension will increase family longevity goals h3: higher cognitive dimension will increase family longevity goals regarding family social capital and firm performance, mani (2015) states that there is a direct and positive impact of structural and relational dimensions toward family firm performance. tasavori et al. (2018) also add that internal social capital has a significant effect on firm performances and even can bring family firms to a better international firm performance although it is not the only source. the other important source which might impact firm performances is external social capital. sanchez-ruiz et al. (2019) also point out that family social capital can build competitive advantage by leveraging company capabilities thus resulting in better firm performances. from the structural dimension’s perspective, schmid and sender (2021) show that strong interactions between family members tend to significantly enhance family business performance satisfaction. other pieces of research also state that relationship ties or tie strength between families will increase organizational performance in terms of innovation and growth (ng et al., 2019; sanchez-famoso et al., 2019; tasavori et al., 2018). the structural dimension (sd) of family firms which is based on social capital idea refers to the patterns and strength of relationships among group members. from the relational dimension, herrero and hughes (2019) state that there is a positive significant impact of relational dimension toward firm performances. the relational dimension includes the resources created by personal connections such as trust, standards, duties, and identity among family members (mani, 2015). in line with the result of previous studies, hypothesis are proposed: h4: higher structural dimension has a positive and direct effect on family firm performance h5: higher relational dimension has a positive and direct effect on family firm performance although previous research has stated that structural and relational dimensions have a direct and positive impact on firm performances, mani (2015) point out that the cognitive dimension does not have a significant impact on non-financial firm performances while it has a positive significant impact on financial firm performances. on the other side, it is stated that the cognitive dimension has a positive significant impact on firm performances (herrero & mathew hughes, 2019). the cognitive aspect refers to, “resources that give shared meaning, vision, and purpose to family members” (sanchez-ruiz et al., 2019). the dimension is strongly integrated into the history of the family, which may help family members to achieve the objectives of their business and deliver better performance on their joint values, shared beliefs, vision, and purpose (schmid & sender, 2021). thus, social capital’s cognitive dimension is designed to achieve the objectives of the family business and improve its performance. in line with these statements, the hypothesis is formed: h6: higher cognitive dimension has a positive and in pr es s 192 the winners, vol. 23 no. 2 september 2022, 189-198 direct effect on family firm performance family longevity goals influences how family managers behave and may be responsible for the inconsistent impacts of fim on business performance in family firms (kim & gao, 2013). as previously mentioned, family longevity goals are the key determinants of outcomes such as the continuation of family involvement, firm survival and renewal, and financial performance. consistently, the hypothesis is proposed: h7: family longevity goals increased firm performance kim and gao (2013) state that family does not have a direct impact on firm performances. the absence of direct effect is also supported in previous studies (ahmad et al., 2020; lee & chu, 2017). since family longevity goals is the main driver of family businesses’ outcomes, the hypothesis is proposed: h8: family longevity goals mediates the effect of family social capital toward firm performances. the concept of generation is always related to family businesses since family firms should pass the companies to the next generation in maintaining their sustainability. however, every generation has its characteristics in leading the companies due to surrounding differences and changes. differences could be created in the financing strategies used during the financial crisis by family businesses of first-generation and multigeneration. on average, first-generation companies have typically fewer shareholders than multi-generational family enterprises. arrondogarcía et al. (2016) state that family companies of first-generation grew more and significantly increased the debt ratios during the global financial crisis than several family-owned companies. moreover, first generations might have the strongest strategy implementation and performances because first-generation firms benefited the most from strategic planning and succession planning (fang et al., 2018; sreih et al., 2019). in line with these findings, the research compares the results from the research model based on the generations involved in management. to produce a complete comparison result, the research conducts a comparative analysis. with this additional analysis, the research is hoped to provide more comprehensive data for family firms in conducting their business based on the generations involved in companies. based on the findings of the previous results, our hypothesis for comparative analysis is h9: social capital dimensions in first generation family firms will have more impact on family longevity goals and firm performances. based on the theoretical background and hypothesis, the research model is created and shown in figure 1. the research examines the family social capital dimensions (structural, relational, cognitive), longevity goals, and the performances of 99 family firms in east java of indonesia through an online survey to test the proposed hypothesis. among the 99 family firms, 58 of them are controlled by the first generation, while the other 41 are by its second generation. the research uses simple random sampling to take a sample from the population of family firms that are owned by the family of ciputra university surabaya’s students. the research is conducted on april 2021 which is around one year of covid-19 pandemic. figure 1 research model covid-19 pandemic has nationally disrupted the economic situation of indonesia. during the battle against the covid-19 pandemic for more than one year, the economic situation in indonesia becomes increasingly uncertain. librianty (2021) states that covid-19 has an impact on export-import performance, poverty rates, inflation, the rupiah exchange rate, and the performance of the composite stock price index (ihsg). eventually, indonesia’s economic growth is forced into a recession due to minus growth. with these situations, the research examines how family firms perform their business activities and the difference between generations who controlled the business during this period of the pandemic. this is due to statement by arrondo-garcía et al. (2016) who stated that during the particularly deep crisis in spain (2006-2011), unlisted and large spanish firms (6.315) have demonstrated that family firms of the first generation grew and increased their debt ratios considerably throughout several generations in the context of the global financial crisis more than multigenerational family firms. in short, the result shows that first-generation has a better firm performance than multi-generational family firms. to gather the information about these variables from the 89 research subjects, the research uses a questionnaire with a likert scale to create a whole picture on the social capital dimensions of 89 family firms and their family longevity goals (flg) as well as their performances (fp). the scale items which are used in the research are listed (kim & gao, 2013; mani, 2015; tseng & lee, 2012). once the responses are gathered, they will be analyzed by using pls-sem to examine the effect of social capital dimensions toward flg and fp. to know the extent of independent variables’ effect on dependent variables, the research uses path coefficient value and r-square. according to hair et al. (2017) path coefficients are estimated path relationships in in pr es s 193the social capital in family .... (daniel kurniawan, et al.) the structural model (i.e., between the constructs in the model). while r-squared values are the amount of explained variance of endogenous latent variables in the structural model. higher r-squared values leads to better explanation of construct by the latent variables in the structural model via structural model path relationships. moreover, high r-squared values indicate that the values of the construct can be wellpredicted via the pls path model. the accepted value for path coefficients is above 0,3. the value which is in the range of 0,3-0,49 indicates a moderate correlation, while a value above 0,5 indicates a strong correlation. for r-squared, the value of 0,25 indicates weak effect, 0,5 indicates moderate effect, and 0,75 indicates strong effect (hair et al., 2017). the research also tests seven hypothesis using p-values, regarding the impact of included variables. p-values can be used to test the significance of the tested hypothesis. the hypothesis will be significant if the p-values are below 0,05. iii. results and discussions it is considered important to test the validity and reliability of the questionnaire before analyzing the result. in pls-sem, there is a need to do an indicator and composite reliability to assess the internal consistency reliability. to test indicator reliability, the research uses outer loadings, where its value should be higher than 0,70 (hair et al., 2017). the value of cross-loadings in each item is listed in table 2. table 2 shows that all items have cross-loadings values above 0,7; it means that the questionnaire already has indicator reliability. the complete outer model for cross-loadings also can be found in appendix. on the other hand, the research uses cronbach's alpha to test composite reliability. the value of cronbach's alpha should also be above 0,7 (hair et al., 2017). table 2 cross-loadings outer models items cross-loadings value items cross-loadings values sd01 0,943 cd03 0,943 sd02 0,926 cd04 0,938 sd03 0,93 flg01 0,838 sd04 0,987 flg02 0,847 rd01 0,907 flg03 0,846 rd02 0,924 flg04 0,873 rd03 0,922 fp01 0,854 rd04 0,913 fp02 0,801 cd01 0,922 fp03 0,757 cd02 0,911 fp04 0,855 table 3 shows that all the cronbach's alpha values of each variable are above 0,7, which means it has composite reliability. beside the reliability test, it is considered that the validity should be tested. in pls-sem, there is convergent and discriminant validity. convergent validity seeks to measure the positive correlation table 1 scale item variables items structural dimensions (sd) • family members who work in this firm engage in honest communication with one another • family members who work in this firm have no hidden agendas • family members who work in this firm willingly share information • family members who work in this firm take advantage of their family relationships to share information relational dimensions (rd) • family members who work in this firm have confidence in one another • family members who work in this firm show a great deal of integrity with each other • overall, family members who work in this firm trust each other • family members who work in this firm are usually considerate of each other’s feelings cognitive dimensions (cd) • there is a common purpose shared among family members who work in this firm • family members who work in this firm view themselves as partners in charting the firm’s direction • family members who work in this firm share the same vision for the future of this firm family longevity goals (flg) indicate the extent to which your firm supports each of the following goals, with ‘1’ denoting ‘nil/very little’ and ‘5’ denoting ‘very highly’. • family's financial security • family's longevity firm performances (fp) financial firm performance • our sales amount is very high • our profit rate is very high • our revenue is very high • our return on investment is very high in pr es s 194 the winners, vol. 23 no. 2 september 2022, 189-198 between indicators measuring the same construct, while discriminant validity is the process of testing whether a construct is completely different from other constructs when it is measured using an empirical, not theoretical, measure. the research uses the ave value to test convergent validity and the value should be above 0,50. for discriminant validity, the outer loading value must be greater than the cross-loading value (hair et al., 2017). table 3 cronbach's alpha values sd rd cd flg fp 0,937 0,937 0,947 0,873 0,834 table 4 ave value sd rd cd flg fp 0,842 0,84 0,862 0,724 0,669 according to table 4, all the ave values are above 0,5, which means that convergent validity is achieved. discriminant validity is also achieved in this result because all the square roots of ave are higher than its correlation with other constructs. table 5 cross loading and outer loading sd rd cd flg fp sd01 0,943 -0,119 -0,356 0,119 -0,073 sd02 0,926 -0,529 0,226 0,436 0,125 sd03 0,93 -0,245 0,415 -0,584 0,139 sd04 0,987 0,953 -0,298 0,031 -0,203 rd01 0,561 0,907 -0,128 -0,105 0,102 rd02 -0,313 0,924 0,247 -0,21 0,056 rd03 0,284 0,922 -0,141 0,099 -0,187 rd04 -0,526 0,913 0,02 0,217 0,03 cd01 -0,113 -0,043 0,922 0,068 0,151 cd02 -0,403 -0,012 0,911 -0,186 0,14 cd03 0,636 -0,119 0,943 -0,133 -0,095 cd04 -0,137 0,173 0,938 0,248 -0,188 flg01 0,474 -0,409 -0,861 0,838 0,224 flg02 -0,568 0,063 0,971 0,847 -0,147 flg03 0,327 0,31 0,57 0,846 -0,052 flg04 -0,221 0,031 -0,668 0,873 -0,022 fp01 -0,081 0,441 -0,134 -0,232 0,854 fp02 0,443 -0,178 -0,307 0,232 0,801 fp03 0,471 -0,047 -1,42 1,246 0,757 fp04 -0,751 -0,232 1,678 -1,089 0,855 according to table 5, all values of cross loading are higher than outer loadings. it means discriminant validity is achieved in the research. once the reliability and validity are achieved, the next steps are testing the hypothesis and analyzing the impact of the independent variables on dependent variables. the requirement of a hypothesis being accepted is when its p-value is below 0,05. the p-value of every hypothesis which is related to the structural model can be found in table 6. table 6 p-value of each hypothesis hypothesis p-value final decision h1: higher structural dimension will increase family longevity goals. 0,027 hypothesis accepted h2: higher relational dimension will increase family longevity goals 0,036 hypothesis accepted h3: higher cognitive dimension will increase family longevity goals <0,001 hypothesis accepted h4: higher structural dimension has a positive and direct effect on family firm performance <0,001 hypothesis accepted h5: higher relational dimension has a positive and direct effect on family firm performance <0,001 hypothesis accepted h6: higher cognitive dimension has a positive and direct effect on family firm performance <0,001 hypothesis accepted h7: family longevity goals increased firm performance <0,001 hypothesis accepted according to table 6, hypothesis 1-7 are all accepted since the p-values are below 0,05. it means there is a significant effect between all the independent and dependent variables. the strength and the direction (positive or negative) of each effect also can be found by using the path coefficient. if the path coefficient is 0,45, it means that the independent variable has 45% positive effect on the dependent variables. however, if the path coefficient is -0,45, there is 45% negative effect on the dependent variables. in other words, a positive sign means the increase in the independent variable will increase the value of the dependent variable. otherwise, a negative sign means the increase of the independent variable will decrease the value of the dependent variable. according to hair et al. (2017), the effect size can be categorized into three types: 1) weak (0,1 0,29); 2) moderate (0,30-0,49); 3) strong (0,5-1). the path coefficient of each hypothesis can be found in table 7. table 7 shows that every independent variable has a positive effect on the dependent variable. in pr es s 195the social capital in family .... (daniel kurniawan, et al.) the strongest effect is generated by the cognitive dimension (cd) of social capital toward firm longevity goals (flg) which is 0,907 or 90,7%. it means that cd has a strong effect on flg. the weakest effect is generated by structural dimension (sd) toward firm performances which is 0,301 or 30,1%. although it is the weakest, according to hair et al. (2017), it can still be categorized as a moderate effect. table 7 path coefficient hypothesis path coefficient strength h1: higher structural dimension will increase family longevity goals 0,359 moderate h2: higher relational dimension will increase family longevity goals 0,328 moderate h3: higher cognitive dimension will increase family longevity goals 0,907 strong h4: higher structural dimension has a positive and direct effect on family firm performance 0,301 moderate h5: higher relational dimension has a positive and direct effect on family firm performance 0,708 strong h6: higher cognitive dimension has a positive and direct effect on family firm performance 0,547 strong h7: family longevity goals increased firm performance 0,466 moderate among the three social capital dimensions, the cd has the highest path coefficient value (0,907) which made it become the strongest dimension that will affect flg. however, the strongest dimension which affects firm performance is relational dimensions (rd with a path coefficient of 0,708). in fp, rd is the weakest dimension that impacts business performance. with these results, it can be assumed that cd has a strong impact on both flg and fp, while rd has the lowest impact for flg, but the highest for fp. the summary of the path coefficient and p-values of each hypothesis can be found in figure 2. the findings are in line with almost all of the findings from previous research which pointing out that social capital dimensions have a direct and positive effect on firm performances (kim & gao, 2013; mani, 2015). however, one of the findings from mani (2015), about cd-fp relationships, is not the same as the result generated in this research. mani said that cd does not have a significant impact on firm performance. however, in the research, cd even give a strong impact on firm performances. these findings are in line with the social capital theory which stated that cd enhance shared communication and integration of ideas. thus, this integration will increase family firm’s performances as the members working in the family firm have a collective understanding of their firm’s culture that establishes a shared vision and purpose among individuals (schmid & sender, 2021; tasavori et al., 2018). figure 2 path coefficient and p-value of each hypothesis these results are also actually in line with the statement which said that the families’ participation in the firm shall be assumed to ensure stable, trustworthy, durable, and characteristically sociosocial capital relations with external and internal actors. such relationships are based on prominence, parenthood, frequent interactions, and highly intensive communications which lead to shared values and norms, a family environment, and a strong organizational identification (de massis & rondi, 2020). maintaining and improving the business environment through good relationships are very important because covid-19 and its impact might affect the socioemotional wealth of the family members as well as its staff. covid-19 has given family and other firms exogenous shock due to its impact such as a shutdown, massive contact restriction, and creating a shortage in many industries in terms of both supply and demand (soluk et al., 2021). those aftermaths from this pandemic might impact family members’ well-being and affect its business performance. social capital ideas should be the key in this kind of situation due to their impact on human relationships and communication. by improving social capital dimensions in family firms, good communication can be built, resulting in a shared vision and innovation which will improve business performance and save the firms from a crisis. thus, the research also encouraged family firms to improve their social capital dimensions, especially amidst this covid-19 pandemic to improve and maintain flg that will result in better firm performances. in pr es s 196 the winners, vol. 23 no. 2 september 2022, 189-198 on the other hand, hypothesis 8 is about the mediating effect of flg between social capital dimensions and firm performances. to test this hypothesis, the research needs to conduct mediating analysis by using the vaf value. vaf value can be counted by dividing the indirect effect between the independent variable and dependent variables by total effect (indirect effect or total effect). when vaf is 0,86, it means it has 86% mediating effect. the vaf value can also be categorized into three types which is no mediating effect (below 20%), partially mediating effect (between 20%-80%), and fully mediating effect (above 80%). table 8 mediating effect relationships vaf value strength sd-flg-fp 0,55 / 55% moderate rd-flg-fp 0,32 / 32% moderate cd-flg-fp 0,63 / 63% moderate table 8 shows that flg is moderately mediating the relationship between social capital dimensions to firm performance. although the mediating effect is moderate, however, it still gives mediating effect on firm performance. hence, hypothesis 8 is accepted. the possible explanation for this result is that there is a presence of other factors that might increase the effect of social capital on firm performance. ng et al. (2019) state that another factor such as managerial abilities mediates the relationships between the emotional attachment of family members and performance. galadanchi and bakar (2018) also state that many factors are associated with the longevity of firms, but the main important factors are innovative capability, organizational system, resources, organizational culture, and the strategy associated with the longevity of business enterprises around the world. the presence of these other factors is weakening the mediating impact of social capital on firm performance. hypothesis 9 is about the comparison of the model between family firms controlled by first generations and second generations. to examine the hypothesis, the research conducts multiple group analyses, which can generate a comparison between the two groups (first and second-generation) in applying the research models in their activities. according to table 9, generally speaking, the social capital dimension in second generation firms has a stronger impact on their flg and fp which makes hypothesis 9 rejected. the result contradicts the findings from arrondo-garcía et al. (2016) who state that first-generation has better performance than the second generation. the result also contradicts previous research stating that first generations might have the strongest strategy implementation and performances since first-generation firms benefited the most from strategic planning and succession planning (fang et al., 2018; sreih et al., 2019). table 9 comparison analysis between generation variables path coefficient higher effect generation1 st generation 2nd generation sd-flg 0,316 0,069 1st rd-flg 0,408 0,106 1st cd-flg 0,729 0,962 2nd sd-fp 0,202 0,684 2nd rd-fp 0,523 0,608 2nd cd-fp 0,241 0,715 2nd flg-fp 0,568 0,344 1st average 0,434 0,483 2nd iv. conclusions the research contributes to family firms’ studies by exploring the social capital ideas in family firms and how it impacts family longevity goals as well as their performances. the research also contributes to social capital pieces of literature by examining the particular impacts of its dimension in family firms. the research also shows that social capital ideas are valuable assets of a firm and has given particular advantages for family firms to build their business activities because it is unique for every family (based on history or members’ unique background and relationship with one another). the results suggest that family members should build their social capital ideas to develop their unique long-term goals which can increase their firm performances. social capital ideas are very important in developing unique and long-term goals since they generate a shared vision by building communication and trust between family members. in this regard, family firms might have a strong will to sustain their business for a longer time and bring out best effort to increase their firm performance. eventually, the research only focuses on the internal facet of social capital in family businesses. the external side of the social capital can also be used for future investigations to better understand its impact on the performance of family businesses. furthermore, researchers can include other nonfinancial measures such as harmony between families or family satisfaction. acknowledgement we thank all the alumni of ciputra university for sincerely giving their time to fill out all the questionnaires for the development of knowledge in family business management. we also thank the head of the family business center program of ciputra university for providing support especially in giving permission us to distribute all the questionnaires. in pr es s 197the social capital in family .... 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(2017). modern statistics for the social and behavioral sciences: a practical introduction (2nd ed.). crc press: taylor francis group. williams jr., r. i., pieper, t. m., kellermanns, f. w., & astrachan, j. h. (2018). family firm goals and their effects on strategy, family, and organization behavior: a review and research agenda. international journal of management reviews, 20, 63-82. https://doi. org/10.1111/ijmr.12167 in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 161 the winners, 23(2), september 2022, 161-172 doi: 10.21512/tw.v23i2.8140 the role of threshold of free shipping promotion and product type on impulsive buying behaviour in e-commerce platform readdy aria yendola1*; nila armelia windasari2 1,2school of business and management, institut teknologi bandung jl. ganesa no. 10, lb. siliwangi, coblong, bandung, jawa barat 40132, indonesia 1readdy_aria@sbm-itb.ac.id; 2nila.armelia@sbm-itb.ac.id received: 29th january 2022/ revised: 27th may 2022/ accepted: 06th june 2022 how to cite: yendola, r. a. & windasari, n. a. (2022). the role of threshold of free shipping promotion and product type on impulsive buying behaviour in e-commerce platform. the winners, 23(2), 161-172. https://doi.org/10.21512/tw.v23i2.8140 abstract the research proposed new insight on how the threshold of free shipping (tfs) promotion type and product type could affect consumers to buy impulsively through emotional consumer reaction of hedonic motivation and positive affect, using the s-o-r model. the data was analyzed using 188 responses who had completed questionnaires. data was collected using the purposive sampling method with a minimum sample size of 138 from gpower calculation. the research uses anova and regression analysis to assess the model and utilizes spss. the result clearly illustrates that the maximum threshold of free shipping type with the hedonic product would lead more to consumer hedonic motivation. at the same time, the minimum threshold of free shipping type will induce too when combined with utilitarian products. furthermore, consumer feelings of hedonic motivation and positive affect play an essential role in determining consumers’ impulsive buying behavior. the research would benefit stakeholders in using and maximizing the free shipping promotion program. keywords: threshold of free shipping, hedonic shopping motivation, positive affect, impulsive buying behavior, experimental research i. introduction nowadays, e-commerce offers organizations an easier reach for customers than consumer exposure to the business, which is more achievable by reducing administrative costs, travel costs, and business process cycle times (xing, 2018). especially in the covid-19 outbreak, consumer preference toward online shopping has increased since closed brick-andmortar shops. the asia pacific dominated the market for e-commerce with a share of 55,3% in 2019 and is expected to witness the fastest growth compared to other regions from 2020 to 2027 (grand view research, 2020). e-commerce in indonesia is growing with increasing active buyers through the internet. it is forecasted to add 60 million new e-commerce users between 2020 and 2024, from almost 130 million users in 2020 to approximately 190 million users in 2024 (“number of e-commerce”, 2020). there are five most popular e-commerce in indonesia including, tokopedia, shopee, lazada, bukalapak, and olx in 2021. each e-commerce has a significant proportion of the market share in indonesia (“top sites ranking”, 2021). specifically, shopee is one of the e-commerce platforms of the latest development in the digital business, with an average of 137 million visitors in late 2021. this platform is one of the most popular pioneers in conducting free shipping promotions in indonesia. fortunately, in the competitive business environment, consumer impulse buying has become an important source of revenue for online retailers. according to amos, holmes, and keneson (2014), depending on product category, a study shows that products bought on impulse could account for 40% 80% of purchases. moreover, research suggests that the ease of searching and buying online, along with the lack of social pressures and absence of delivery efforts, could increase consumers’ tendencies to act impulsively (chan, cheung, & lee, 2017; wu et al., 2020). in the process of impulse buying, this behavior often arises from high positive emotions. according to chan, cheung, and lee (2017), consumers often experience positive emotional reactions in the process of impulse buying while reducing reactions when processing cognitive information. research on impulsive buying has attracted much research interest over the years in pr es s 162 the winners, vol. 23 no. 2 september 2022, 161-172 because of its prevalence and complexity (chan et al., 2017). however, according to amos et al. (2014), there is no clear theoretical framework explaining impulse buying as further research is still called for. furthermore, in this competitive era, understanding impulsive buying behavior is particularly important for business purposes, especially for e-commerce. this is because impulsive buying on internet shoppers is relatively more inclined than in offline retailing (wu et al., 2020). impulse buying is often defined as an unplanned purchase and taking ownership of the product— goods or services—without any deeper thinking (wu, chiu, & chen, 2020). today, marketers must know consumers' need and want because they can change easily. some studies found that several factors, including sales promotion, can trigger consumer impulsive buying behavior. some sales promotion indicators can affect impulsive buying, for instance price discount and bonus pack (xu & huang, 2014). meanwhile, dawson and kim (2010) categorizes free shipping as a promotion category. besides, iyer et al. (2020) reveal that promotion as the marketing stimuli affects impulsive buying behavior through the positive mood of consumer reaction. interestingly, free shipping in e-commerce to attract consumers' online buying decisions is important. according to saleh (2021), 9 out of 10 consumers prefer online shopping with free shipping, while the sellers reveal that the orders increased by 30% with free shipping offers. however, in general, tfs is set in e-commerce to attract and retain the consumer (huang, shen, & liang, 2019). more than half, or 58% of consumers, add more items to the cart to qualify for free shipping (saleh, 2021). in addition, the purchase decision in e-commerce is mostly affected by the free shipping policy. in france, almost three-fourths of shoppers note that free shipping considerably impacts purchase decisions, followed by the us, in which 72% of consumers feel the same in 2019 (koch, 2019). the characteristic of customer behavior in online marketing is different from offline marketing since they search for low-cost alternatives. hence, the issue of customer behavior in online shopping is more difficult than in offline one. besides, the e-commerce company must set a more attractive attribute to get and maintain their consumer. chan, cheung, and lee (2017) reveal that impulse buying is one of the effective ways of selling products that can be affected by both internal and external stimuli, including promotions like free shipping, etc. therefore, offering free shipping promotions could affect consumer buying behavior in e-commerce. however, the effectiveness of threshold of free shipping (tfs) in e-commerce remains unclear. in addition, the role of hedonic motivation and positive affect could also influence impulse buying behavior through its promotion. although adequate works of literature explain the purchase buying behavior of consumers in e-commerce. however, there is only limited research examining the relationship between threshold of free shipping promotion on e-commerce impulsive buying behavior. the research aims to explore the impact of the threshold of free shipping type and product type on consumer hedonic motivation and positive affect, which then affects consumer impulsive buying behavior by adopting the s-o-r model in the e-commerce context (shopee consumer). the s-o-r model is used to see consumer reactions and responses from the threshold of free shipping type and product type stimulus in the experiment. the application of the s-o-r model in consumer behavior research has become prominent. chan, cheung and lee (2017) explain that the s-o-r framework is the popular theoretical approach to studying impulse buying behavior by examining the relationship between the environmental cue, consumer cognitive and affective reactions, and the resulting behavior. for example, the s-o-r model has been applied in research on impulse buying behavior by chen and yao (2018). the research finds that discounted price is an important precursor (stimulus) of personality factors, consisting of positive affect (organism), which in turn are the determinant of impulse buying (response) in the mobile auction. according to dawson and kim (2010), free shipping or shipping discount is one of the sales promotion tools in marketing tactics or external cues, while sales promotion was the main factor affecting online impulse shoppers. promotion is considered as marketing stimuli used by marketers to attract consumers to purchase (chan et al., 2017). thus, many retailers use this method to increase their sales and reduce inventory respectively (xu & huang, 2014). one of the common methods for sales promotion used by online retailers recently is the threshold of free shipping promotion. it is an effective way to attract consumers because, for example, consumers are generally objected to paying a delivery surcharge with an extra payment with a shipping fee. in contrast, by the threshold of free shipping promotion, consumers’ sacrifice of spending money is decreased. menon and sigurdsson (2016) show that shipping fees, price, and guarantees are the most important stimulus for the consumer in an online shopping environment. furthermore, iyer et al. (2020) show that marketing stimuli of advertising and promotion positively affect consumers’ positive moods instead of negative ones. meanwhile, in the offline environment, sales promotion becomes the factor for consumer hedonic shopping motivation (mamuaya & pandowo, 2018). however, the impact of specific marketing stimuli of the threshold of free shipping promotion have not been examined on consumer reaction of positive affect and hedonic shopping motivation particularly. although consumers’ preference to buy online is higher in the digital era, they are vulnerable to being attracted to buy impulsively. hence, the hypothesis is formulated: h1: the threshold of free shipping promotion will influence consumer hedonic motivation and positive affect. in pr es s 163the role of threshold of free .... (readdy aria yendola; nila armelia windasari) according to zhu and lin (2019), from its perspective, the product type is divided into utilitarian and hedonic. a utilitarian product stresses utility, function, and performance to assist people in achieving their objectives and completing their responsibilities. examples of utilitarian products are computers, microwave ovens, electric fans and razors, as these products are emphasized in those criteria. moreover, people can get emotional and sensory pleasure from hedonic items, emphasizing experience, pleasure, stimulation, and self-expression like fashion, cosmetics, and watches. research regarding the impact of product type on consumer hedonic motivation and positive affect is considered limited. in contrast, some research have found that the product type significantly influences referral likelihood (zhu & lin, 2019) and purchase intention (loebnitz & grunert, 2018), etc. it is expected the product type of utilitarian and hedonic to influence consumer feelings. hence, the hypothesis arises. h2: product type will influence consumer hedonic motivation and positive affect. the research also predicts the impact of the threshold of free shipping promotion on consumer reaction of hedonic motivation and positive affect depending on product type, whether the product is hedonic or utilitarian. zhao & liang (2019) reveal that the product type could affect consumer impulsive buying behavior. the research shows that low involvement product would lead to a higher impulsive response than the high involvement product. in addition, to create impulsive behavior online, the promotional offer of discount price is more effective when the product type is utilitarian, while the hedonic product is more attractive using a bonus pack (xu & huang, 2014). meanwhile, in this study, we expect that maximum tfs would be more effective for the utilitarian product while minimum tfs would be attractive for the hedonic product in gaining consumers’ good feeling. thus we propose the following hypothesis: h3a: free shipping promotion with minimum tfs will trigger a greater hedonic motivation to purchase when the product type is hedonic, whereas free shipping promotion with maximum tfs will trigger a greater hedonic motivation to purchase when the product type is utilitarian. h3b: free shipping promotion with minimum tfs will trigger a greater positive affect while purchasing when the product type is utilitarian, whereas free shipping promotion with maximum tfs will trigger a greater positive affect while purchasing when the product type is hedonic. in the shopping environment, consumers commonly purchase products or services based on their motivation, which can be divided into two: 1) utilitarian motivation and 2) hedonic motivation. the utilitarian motivation is based on the need and benefit of the product, while hedonic shopping motivation is based on pleasure. (mamuaya & pandowo, 2018). iyer et al. (2020) assert that consumers with high hedonic motivation are more likely to experience positive feelings, while consumers with utilitarian motivation feel differently. consumers with high hedonic motivation would perceive emotional gratification, reward, and compensation when buying products or services (iyer et al., 2020). according to widagdo and roz (2021), hedonic shopping motivation is a person’s urge to purchase to satisfy psychological demands such as emotion, satisfaction, prestige, and other subjective emotions. a person with this personality is more likely to seek enjoyment for himself or herself. in addition, iyer et al. (2020) state that hedonic shopping motivation is an affective gratification derived from the sensory of a product or service and leads to consumer reaction of positive affect while shopping. hence, the research suggests that consumer hedonic motivation would enhance their positive affect during the shopping trip, hence the hypothesis arises: h4: consumer hedonic motivation from e-commerce platforms significantly influences consumer positive affect while purchasing. according to mamuaya and pandowo (2018), sales promotion is external stimulation used to offer incentives to consumers. it would encourage consumers to purchase and fulfill their feelings and satisfaction. meanwhile, the hedonic value reflects the emotional feeling. prior research has proved that hedonic shopping motivation is predicted by sales promotion and store atmosphere in the offline situation, while this relates to the impulsive buying behavior of supermarket consumers in manado (mamuaya & pandowo, 2018). in addition, the affective reaction of hedonic browsing motivation mediates the effect of sales promotion and impulsive buying behavior in online retailers (kimiagari, sharifi, & malafe, 2021). furthermore, in the shopping website, park et al. (2012), lim, lee, and kim (2017), and zheng et al. (2019) find that hedonic motives have considerable effects on consumer impulse buying behavior. hence by the previous researches, the hypothesis emerges: h5: consumer hedonic motivation from e-commerce platforms significantly influences consumers’ impulsive buying behavior. positive affect refers to the extent to which a person feels enthusiastic, excited, and inspired (bellini, cardinali, & grandi, 2017; verhagen & van dolen, 2011), happiness, excitement, pride, pleasure, arousal, joy, and glee (iyer et al., 2020). conversely, negative affect is defined as the extent to which a person feels distressed, irritated, and disturbed, including anger and guilt (verhagen & van dolen, 2011). the literature has proven the positive direct impact of posiin pr es s 164 the winners, vol. 23 no. 2 september 2022, 161-172 tive mood on consumers’ impulsive buying. it is found that both positive affect and negative affect influence impulse buying behavior (amos et al., 2014), and positive affect would lead to impulsive buying more than negative affect (iyer et al., 2020). however, time pressure could reduce impulsive buying behavior, while time availability could enhance it (gogoi & shillong, 2020). in the context of mobile auction, chen and yao (2018) find that positive affect is a key determinant of impulse buying behavior. meanwhile, in the offline environment, several research fhave found the effect of positive affect toward consumers’ impulsive buying behavior during cruise trip (ahn & kwon, 2020), and supermarket shopping (bandyopadhyay et al., 2021). hence, it is suggested that the positive affect of consumer reaction to the online shopping trip would enhance consumer impulsive buying behavior, hence the hypothesis arises: h6: affective reaction of positive affect from e-commerce platform significantly influences the consumer response to impulsive buying. consumers of shopee e-commerce media is chosen since the platform is well known for its free shipping promotion. it also provides uniqueness compared to its competitor in the same field. the prompted researchers aim to investigate the role of the free shipping threshold and product type in improving consumer impulsive purchase behavior. therefore, the current research aims to explore further and find the research gap in the literature by developing conceptual models of the threshold of free shipping, product type, hedonic motivation, positive affect, and impulsive buying behavior. the adoption of the s-o-r model in the research is expected to predict consumer reaction to impulsive buying behavior through experimentation with the threshold of free shipping type and product type, and provide deeper information about this behavior for users and regulators in the e-commerce platform. the research hypothesis is depicted in figure 1. figure 1 proposed conceptual framework ii. methods the unit of analysis is the customers of the top online shop markets in indonesia based on total clicks, namely shopee (plecher, 2020). consumers of this most popular marketplace may represent significantly of the entire online marketplace in indonesia since it is the market leader and prominent for free shipping promotion program. the research used experiment technique of quantitative method for data collection. primary data are gathered directly in the form of responses from the administration of questionnaires of experimentation (mahmoud, hinson, & adika, 2018), and the secondary data comes from scientific publications such as research reports and a research journal. the research collects the data twice for pre-test and hypothesis testing using the purposive sampling method. in the pre-test for getting the threshold of free shipping promotion and particular product type, the research is required to get 30-50 respondents. meanwhile, the criteria for the selected respondent are those who have purchased in selected e-commerce minimally once in a year. furthermore, for the hypothesis testing, based on the calculation of gpower with the value of 0,05 and the effect size of 0,355 derived from the regression analysis, the research requires at least 138 samples in total or 35 responses for every scenario. the subjects are recruited from invitational email and social media broadcasts. the research is designed to examine the effect of threshold free shipping types – (minimum tfs vs. maximum tfs) and product types (hedonic vs. utilitarian) in between-subject design – on consumer hedonic motivation and positive affect and to test the nomological network among those two variables and impulsive buying behavior. data are analyzed using anova and regression analysis. to test the research model and hypothesis, four experiment scenarios with each manipulated condition are conducted. the research aims to establish how multi categorical variables of the threshold of free shipping type and product type influence consumer hedonic motivation and positive affect on consumer response to impulsive buying behavior. firstly, the research conducts a pre-test for categorizing particular products type and whether the products are utilitarian or hedonic. secondly, for determining the free shipping threshold, a second pretest is conducted to predict or determine the threshold of free shipping at maximum and minimum levels concerning the specific e-commerce depicted in further studies. thirdly, formal experiments and hypothesis testing are conducted to answer the research question. in the first pre-test, based on the previous literature, eight products are measured by its attribute and attractiveness to define product type, whether it is utilitarian or hedonic. the products are mobile phones, digital cameras, computers, usb flash disks, backpacks, stationery, chocolate, toothpaste, perfume, and watches (zhu & lin, 2019). the respondents are asked to assess the product type (hedonic or utilitarian) and attractiveness on a six-point scale based on their true feelings. the product with a score higher than four is regarded as a hedonic product, while the utilitarian product is categorized with a score of less than three (zhu & lin, 2019). this pilot is delivered to roughly 30 50 respondents. in pr es s 165the role of threshold of free .... (readdy aria yendola; nila armelia windasari) the second pre-test is conducted to measure the threshold of free shipping (tfs) level. it is the amount that consumers need to spend to obtain free shipping. online retailers frequently have difficulty determining what the minimum level should be when it comes to tfs policies. therefore, the pre-test is conducted to gain the appropriate amount perceived by the consumer based on their experience in online shopping. the research proposes at roughly 30-50 respondents through the online panel, via social media and email, asking their preference of free shipping amount to determine the minimum and maximum free shipping threshold for e-commerce based on total product purchased (rupiah based) for the requirement. in the formal experiment, each participant is exposed to one experimental condition from four different scenarios of between-subjects full factorial design, which are two thresholds of free shipping types (minimum tfs vs. maximum tfs) and two product types (utilitarian vs. hedonic), as seen in table 1. the experiment also examines how the manipulations influence consumer hedonic motivation and positive affect while visiting the online shop. the research conducts an attention and manipulation check to examine whether subjects correctly pay attention to the scenario and recognize the product type on the web page. the further incorrect answer in the manipulation and attention check are not analyzed. furthermore, participants proceed to an online questionnaire by completing 26-item for positive affect, hedonic motivation, and impulsive buying (see table 2). the questionnaire indicators of each variable are adopted from previous literature that had proven its validity and reliability. the measurement of the constructs is based on seven-point likert scales ranging from 1 (very unlikely/very disagree) to 7 (very likely/very agree). table 1 experimental condition no product type threshold free shipping type 1 utilitarian minimum tfs 2 utilitarian maximum tfs 3 hedonic minimum tfs 4 hedonic maximum tfs the data are analyzed using ibm spss statistics 22.0 (ibm corporation, armonk, ny, usa). subjects’ general characteristics and dependent variables are analyzed using descriptive statistics. furthermore, confirmatory factor analysis (cfa) is conducted by confirming its convergent and discriminant validity and composite reliability to develop and help validate the measurement of the construct, as this method is generally used for social science (jian, yin, & awang, 2020). data from the field study is used to perform the cfa procedure. the research then analyzes the effect of the threshold of free shipping promotion type and product type on hedonic motivation and positive affect by using analysis of variance (anova) with repeated measures. finally, a regression analysis is conducted to examine the relationship between hedonic motivation, positive affect, and impulsive buying behavior. table 2 measurement scale variable codes statements hedonic motivation (park et al., 2012; salimon, bin yusoff, & mohd mokhtar, 2017) hm1 when i saw this exciting free shipping promotion, i was excited to find items in this online shop. hm2 when i see this awesome free shipping promotion, i can forget of time. hm3 when i saw this exciting promotion for free shipping, i enjoyed visiting this online shop even more. hm4 when i saw this exciting free shipping promotion, i felt calmer and didn’t hesitate to shop at this online shop. hm5 when i saw this exciting free shipping promotion, i had a lot of fun using this online store application. hm6 the features of the online shop application are very entertaining. hm7 my mind is always aroused when using online store applications. hm8 i browse items on the internet just for fun. hm9 free shipping promotions often stimulate my curiosity on online store applications. positive affect (iyer et al., 2020; park et al., 2019) pa1 while shopping at this online shop, i feel happy on this trip. pa2 while shopping at this online shop, i feel happy with the promotions offered. pa3 while shopping at this online shop, i feel enthusiastic about the promotions offered. pa4 while shopping at this online shop, i feel happy with the promotions offered. in pr es s 166 the winners, vol. 23 no. 2 september 2022, 161-172 iii. results and discussions in the first pre-test, 46 people participate in the survey to categorize product types. the result showed that camera, perfume, watches and chocolate were regarded as hedonic products while toothpaste, handphone, computers, stationery, flash disk, and toothpaste were utilitarian products. finally, pre-test 1 selects chocolate as a hedonic product (mean = 4,73, standard deviation = 1,62 ) and flashdisk as a utilitarian product (mean = 2,39, standard deviation = 1,43). a t-test, conducted in the research to measure its differentiation, shows significant difference in attractiveness between them (mchocolate = 4,73, mflashdisk = 2,39, t = -7,339, df = 90, p < 0,05). the second pre-test is conducted to determine the free shipping threshold amounts. the total respondent in this pre-test is 46 people. they are asked specifically about their preference for appropriate free shipping threshold in minimum and maximum limits. the mean value from their answer is used to determine the minimum and maximum thresholds for free shipping promotion in shopee. the pre-study resulted that the mean for minimum tfs is rp 25.000 (from rp 23.696) with a free shipping discount of rp 15.000 (from rp 15.109). meanwhile, the mean for maximum tfs is rp 100.000 (from rp 99.348) with the free shipping discount of rp 25.000 (from rp 25.870). the result from the pre-tests is used to manipulate the formal experiment to test the hypothesis. in the formal experimentation, 188 data from 220 responses can be used in the collection data process for the next analysis. table 3 shows the demographic information of the participants. each participant is presented with one condition of scenario that includes the description of product type and threshold of free shipping type with a brief image before proceeding to the questionnaire. the research designs each scenario differently in terms of product type and threshold free shipping type as the research conducts four different scenarios in the experimentation. table 4 describes the summary statistics of the experimental design for each scenario. hypothesis testing begins by conducting confirmatory factor analysis (cfa) to measure three dependent variables with 26 items adopted from previous studies. initially, the cfa test result indicates some items with factor loading < 0,5 that has to be removed, including; (hm2, hm8, hm6, hm7, hm9, pa2, pa3, pa9, ibb4 and ibb8). afterward, the result of the cfa test confirms that the items are grouped into three factors with four items for hedonic motivation and six items for each other variable (table 5 & table 6). the test results show that all construct has high degree of reliability and validity (all factor loading > 0,5; cronbach’s alpha > 0,800; composite reliability (cr) > 0,70; and average variance extracted (ave) > 0,50). the research continues to analyze the effect of product type and tfs type on hedonic motivation and positive affect (see table 7). the anova test was carried out and found that tfs type did not have a direct impact on both positive affect (f = 0,395, p > 0,05) and hedonic motivation (f = 0,097, p > 0,05); hence the h1 is rejected. meanwhile, the finding contradicts with previous studies (iyer et al., 2020; mamuaya & pandowo, 2018) explaining the effect of sales promotion on consumer hedonic motives and positive feelings. this is because mamuaya and pandowo (2018) conduct their research in the offline environment, which does not require free shipping in the transaction, while free shipping in the research is necessary for online transactions. the specific tfs promotion did not directly impact positive variable codes statements pa5 while shopping at this online shop, i feel happy visiting this online shop. pa6 while shopping at this online shop, i feel comfortable. pa7 while shopping at this online shop, i feel at peace. pa8 while shopping at this online shop, i feel full of promotional surprises. pa9 while shopping at this online shop, i feel proud to shop at this online shop. impulsive buying behavior (lim et al., 2017; verhagen & van dolen, 2011) ib1 when i use mobile e-commerce, i buy things that i had not intended to purchase. ib2 i can’t resist buying merchandise if i really like it. ib3 if i see a free shipping promotion, i tend to buy impulsively. ib4 i buy things according to how i feel at the moment. ib5 i spent more money to buy the merchandise than i expected. ib6 i tend to buy things in online shops unconsciously. ib7 it’s okay to buy goods at the online shop even if it doesn’t go according to plan when there is this promotion. ib8 i do not hesitate to shop at this online shop. table 2 measurement scale (continued) in pr es s 167the role of threshold of free .... (readdy aria yendola; nila armelia windasari) table 3 demographic information of respondents category classification number (n=188) percentation gender male 95 50,5% female 93 49,5% age 16-25 157 83,5% 26-35 27 14,4% 36-45 3 1,6% 46-55 1 0,5% education middle school 9 4,8% high school 88 46,8% bachelor 89 47,3% master/ doctor 2 1,1% shopping frequency not every month 54 28,7% 1-2 times 82 43,6% > 3 times 52 27,7% free shipping familiarity no. familiar <3 11 5,9% neutral 3 4 2,1% familiar4-5 53 28,2% very familiar 6 120 63,8% total 188 100% table 4 summary statistics of experimental design product type tfs type hm mean pa mean utiliarian product (flashdisk) minimum tfs (25k/15k) 4,901 4,968 maximum tfs (100k/25k) 5,440 5,126 hedonic product (chocolate) minimum tfs (25k/15k) 5,239 5,264 maximum tfs (100k/25k) 4,807 4,895 table 5 summary statistics of factor analysis and reliability construct items factor loading cronbach’s alpha composite reliability (cr) average variance extracted (ave) eigenvalue hedonic motivation hm1 0,708 0,858 0,813 0,524 8,370 hm3 0,808 hm4 0,762 hm5 0,603 positive affect pa2 0,717 0,931 0,907 0,622 2,173 pa4 0,761 pa5 0,797 pa6 0,817 pa7 0,855 pa8 0,78 impulsive buying behavior y1 0,791 0,907 0,902 0,608 1,094 y2 0,866 y3 0,645 y5 0,799 y6 0,826 y7 0,735 in pr es s 168 the winners, vol. 23 no. 2 september 2022, 161-172 consumer feelings because, by tfs promotion, the online consumers need to reach minimum purchasing requirements and wait for the delivery process, which decreases their good feelings. table 6 correlation matrix mean sd 1 2 3 hm 5,0918 1,199 1 pa 5,0612 1,147 0,710** 1 ibb 4,2456 1,497 0,564** 0,521** 1 in addition, the product type do not show a direct impact on both consumer hedonic motivation (f = 0,732, p > 0,05) and positive affect (f= 0,037, p > 0,05) confirming the rejection of h2. this is not similar to our expectation to influence consumers’ reactions, which is based on the finding by loebnitz and grunert (2018), and zhu and lin (2019), although proving the impact of product type on referral likelihood and purchase intention. it means that online consumers are not so motivated to shop online and feel happy based on the types of products offered at the online shop because they may already have plans to purchase these types of goods in advance. however, the research finds a significant interaction effect of the product type and tfs type simultaneously on consumer hedonic motivation (f = 7,939, p < 0,01), confirming that the effect of tfs is related to product type. for minimum tfs, the result indicates that consumers would perceive greater hedonic motivation when they buy hedonic products. meanwhile, the maximum tfs would induce greater consumer hedonic motivation when combined with the utilitarian product, as shown in figure 2, thus h3a is supported. the result turns out to be quite similar to findings by mamuaya and pandowo (2018), pointing out the impact of sales promotion on consumer hedonic motivation, which then affects impulsive buying, despite the offline environment. moreover, dawson and kim (2010) specifically find the impact of free shipping promotions on impulse buying. it provides vital information regarding the importance of carefully selecting a threshold for free shipping promotions across various product types to maximize the synergy impact between them. contrary to the expectation, the result does not indicate the effect between tfs type and product type on positive affect (f = 2,473, p > 0,05), therefore the h3b is rejected. table 7 test of between-subject effect source dv ss df ms f sig. tfs type hm 0,135 1 0,135 0,097 0,756 pa 0,521 1 0,521 0,395 0,530 product type hm 1,021 1 1,021 0,732 0,393 pa 0,049 1 0,049 0,037 0,847 tfs type * product type hm 11,074 1 11,074 7,939 0,005*** pa 3,258 1 3,258 2,473 0,118 note: *p<0,1; **p<0,05; ***p<0,01 figure 2 interaction effect between product type and tfs type on hedonic motivation in pr es s 169the role of threshold of free .... (readdy aria yendola; nila armelia windasari) regression analysis is conducted to examine the relationship between several variables of hedonic motivation, positive affect and impulsive buying behavior. the result showed that hedonic motivation would influence consumer positive affect (β = 0,710, p < 0,01), accepting the h4. the finding strengthens the research by verhagen and van dolen (2011) and iyer et al. (2020), explaining that customers with stronger hedonic motives are more likely to experience positive feelings. it proves that hedonic motivation increases the comfort of online consumers when shopping. in addition, consumer hedonic motivation directly impacts impulsive buying behavior (β = 0,391, p < 0,01) as h5 is accepted. the finding is similar to previous studies, which find the direct impact of hedonic motivation on consumer impulsive buying (chan et al., 2017; kimiagari et al., 2021; park et al., 2012) and the urge to buy impulsively (zheng et al., 2019). it means that impulsive buying behavior is directly influenced by consumer hedonic motivation. therefore, the research believes that consumers with hedonic motivation will be more inclined to shop impulsively at online shops. moreover, the analysis indicates the impact of positive affect on impulsive buying behavior (β = 0,243, p < 0,01), confirming the acceptance of h6, and the finding is similar to some previous research (amos et al., 2014; chen & yao, 2018; verhagen & van dolen, 2011). it is believed that when online consumers feel comfortable during shopping online, they will also be more inclined to shop impulsively. besides, the experimental results in the research apply to all genders since the samples are evenly distributed between men and women. meanwhile, the age of online consumers in the experiment is dominated by young people who tend to be influenced by promotions to get the best price. iv. conclusions although nowadays the free shipping promotion on e-commerce has become a trend in online competitions program to compel more consumers as they use to offer threshold of free shipping, the research on how consumers react to free shipping threshold toward online impulsive buying behavior is still limited. most studies tested the effect of the free shipping threshold toward other variables like a willingness to pay for shipping (huang et al., 2019) and intention to shop (huang & cheng, 2015). the research aims to fill this gap by identifying the significant impact of the free shipping promotion threshold on consumer impulsive buying behavior in online shopping. the research tests how free shipping threshold and product type influence consumer feeling of hedonic motivation and positive affect, enhancing consumer reaction to buy impulsively. the research finds that consumer impulsive buying behavior in the online shop can be induced by certain free shipping thresholds and product types. in conclusion, the experiment results confirm the suggested model in consumer impulsive purchase behavior. the research finds how to increase consumer hedonic motivation and their perception of positive affect while purchasing and, in turn, induce consumer reaction of buying impulsively through interesting threshold of free shipping type and product type. the research explains that the threshold of free shipping could induce consumer hedonic motivation only when combined with the product type, whether utilitarian or hedonic, affecting consumer positive affect and impulsive buying behavior. interestingly, hedonic motivation has the greatest impact on impulsive purchasing behavior, highlighting the necessity of combining the threshold of free shipping promotion and product type. hence, integrating other sales promotions that can induce consumer hedonic motivation is necessary for creating consumer reaction to buying impulsively. some other components of promotion that can enhance consumer hedonic motivation such as discounts, rebates, and bundling (xu & huang, 2014) are recommended to be tested in future research. sales promotions are among the most powerful methods for triggering impulse purchases for online buyers (dawson & kim, 2010; wiranata & hananto, 2020). in addition, sales promotions, according to xu and huang (2014), have one of the most powerful effects on short-term consumption behavior, particularly impulse buying behavior. e-marketers must choose appropriate sales promotion strategies to trigger consumers’ responses to increase sales and profit. according to the research findings, threshold of free shipping promotion is one program that can table 8 the result of multiple regression model dv unstandardized coefficients standardized coefficients t-value sig. b std. error beta hedonic motivation positive affect 0,742 0,054 0,710 13,767 0,000*** impulsive buying behavior 0,488 0,105 0,391 4,629 0,000*** positive affect impulsive buying behavior 0,317 0,110 0,243 2,881 0,004*** note: *p<0,1; **p<0,05; ***p<0,01 in pr es s 170 the winners, vol. 23 no. 2 september 2022, 161-172 enhance consumer impulsive buying behavior when combined with a specific product type. the research finds a managerial implication that e-marketers like shopee can benefit from the research by offering a maximum free shipping threshold for utilitarian products and a minimum free shipping level for hedonic products. e-retailers can set the threshold of free shipping suitable to the product type the consumer chooses and finally induce their impulsiveness to buy through consumer positive feeling. moreover, the platform designer can benefit by displaying and giving a suitable threshold free shipping promotion according to its product type through pop up on consumers’ devices. the research has important implications for recent theories on consumer behavior. first, the research has helped broaden the theoretical scope of the s-o-r model by actually demonstrating its applicability to investigating online impulsive buying behavior in e-commerce. by examining factors impacting impulsive purchase behavior in a threshold of free shipping type and product type deal, the research has added to and verified the s-o-r framework. secondly, the research contributes to the field of hedonic motivation research, while hedonic motivation has been shown to have a significant impact on consumer impulsive buying responses (chan et al., 2017; kimiagari et al., 2021; ozen & engizek, 2014; park et al., 2012) in addition, only limited studies have looked into how the threshold of free shipping type and product type components interact to influence individuals’ perceived hedonic motivation and positive affect. the research has some limitations. firstly, the research sample consists solely of e-commerce users from a single country and specific platform (shopee), who are selected through a purposive sampling method. therefore, the results cannot be generalized to other nations and platforms due to the sampling method. they do not represent a varied group of internet buyers around the world. researchers in the future can invite people from different backgrounds and nations to represent a varied group of online customers. secondly, the research involves only quantitative research. using other approaches, such as qualitative models, could produce different outcomes. furthermore, only two organismic variables (hedonic motivation and positive affect) are explored in our suggested model to avoid any further growth of the model. the research also reduced the number of stimuli to just a few (product type and tfs type). future research could include more cognitive and affective reactions in the organism and additional stimuli. besides, it is advisable to add the consumer response variable of compulsive buying in future research (gogoi & shillong, 2020). references ahn, j. & kwon, j. 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(2019). hedonic or utilitarian, the influences of product type and reward type on consumer referral likelihood. journal of contemporary marketing science, 2(2), 120-136. https://doi.org/10.1108/jcmars-01-2019-0008 microsoft word 05_francisca reni_ok.doc 148 journal the winners, vol. 9 no. 2, september 2008: 148-160 role stress sebagai motivator bagi auditor: analisis teoritis atas dasar teori-teori motivasi francisca reni retno anggraini fakultas ekonomi universitas sanata dharma, mrican ct depok, sleman, yogyakarta 55281, reni@staff.usd.ac.id abstract the purpose of this paper explains the positive side of role stress which has long been regarded as the factor causing performance decrease and ultimately initiates job dissatisfaction. there are many cause factors (antecedent) of role stress such as boundary-spanning activities, ethical climate in organization, mentoring, and organization-professional conflict, which has been proven empirically affecting role stress. role stress arising in the job relation between manager-subordinate or leader-his or her member is a dynamic process in organization. role stress becomes potential resource for organization if manager or leader is able to manage it well, so he or she can change it from hygiene factor to motivator. this article tries to correlate role stress phenomenon in public accountant firms with motivation theories to give alternatives in resolving problems in the role stress. role stress can become a motivator for partners or senior auditors to be able to suit job characteristics and reward/punishment award mechanism with personal characteristics of auditors, reduce boundary spanning activities and environment uncertainty perception, increase understanding among all individuals in the public accountant firm regarding demand, values, and norms of the said public accountant firm, and ultimately establish specific and attainable goals. this article aims to be a contribution for management (partners and senior auditors) in motivating auditors to increase their performance and for researchers to inspire empiric research related to role stress as a motivator to increase performance. keywords: role stress, motivation theory, performance abstrak artikel ini bertujuan untuk mengungkapkan sisi positif dari role stress yang selama ini dianggap sebagai faktor penyebab terjadinya penurunan kinerja dan pada akhirnya menimbulkan job dissatisfaction. ada beberapa faktor penyebab (antecedent) dari role stress yaitu boundary-spanning activities, iklim etis perusahaan, mentoring, dan organization-proffesional conflict yang telah terbukti secara empiris berpengaruh terhadap role stress. role stress yang muncul di dalam hubungan kerja atasan-bawahan atau ketua-anggota kelompok merupakan proses dinamis yang terjadi di dalam organisasi. role stress dapat menjadi sumber potensial bagi organisasi apabila manajer atau ketua dapat mengelolanya dengan baik, sehingga dapat mengubah role stress dari hygiene factors menjadi motivator. artikel ini mencoba mengaitkan fenomena role stress di dalam kantor akuntan publik (kap) dengan teori-teori motivasi dengan tujuan untuk memberikan alternatif untuk mengatasi permasalahan yang berkaitan dengan role stress. role stress dapat diubah menjadi motivator partner atau auditor senior dapat menyesuaikan karakteristik tugas dan mekanisme pemberian reward dan punishment dengan karakteristik personal dari auditor, mengurangi boundary-spanning activities dan ketidakpastian lingkungan persepsian, meningkatkan pemahaman bagi seluruh individu di dalam kap terhadap kebutuhan, nilai-nilai, dan norma-norma yang dimiliki kap tersebut, dan membuat specific goals dan goals yang mudah dicapai. artikel ini diharapkan dapat memberi kontribusi bagi manajemen (partner dan auditor senior) di dalam kap dalam memotivasi auditor untuk meningkatkan kinerjanya. selain itu juga diharapkan dapat memberi inspirasi untuk melakukan studi empiris dalam kaitannya dengan role stess yang dapat digunakan sebagai motivator dalam meningkatkan kinerjanya. kata kunci: role stress, teori motivasi, kinerja role stress sebagai motivator …...(francisca reni retno anggraini) 149 pendahuluan pengelolaan sumber daya manusia di dalam suatu perusahaan merupakan hal yang sangat penting karena sumber daya manusia merupakan aset bagi perusahaan, yang berperan penting dalam pencapaian kesuksesan perusahaan. kesuksesan ini akan tergantung pada bagaimana perusahaan dapat memotivasi, memberi pelatihan, dan membuat mereka puas dengan pekerjaannya (belkauoi, 1989). pengelolaan sumber daya manusia menjadi hal yang sangat krusial di dalam perusahaan jasa karena pendapatan mereka bersumber dari kemampuan karyawan melaksanakan jasa. kahn et al. (1964), pencetus teori dinamika peran (role dynamics theory), mengatakan bahwa teori dinamika peran didasarkan pada episode-episode peran, yaitu proses siklis antara role sender dan focal person (pelaksana peran) (dikutip oleh viator, 2001). teori tersebut menyatakan bahwa role sender memiliki ekspektasi atas dasar perilaku focal person dan berusaha mempengaruhi perilaku focal person dengan memberikan informasi mengenai ekspektasi peran. focal person merespon dengan menerima atau menolak informasi tersebut atas dasar persepsi mereka terhadap role-sendings. ketika terdapat divergensi preferensi antara role sender (prinsipal) dan focal person (agen) serta adanya informasi yang tidak lengkap, maka akan terjadi role stress (maher, ramanathan, and peterson, 1979). hal ini akan mengakibatkan agen tidak dapat melaksanakan pekerjaannya sesuai dengan kepentingan terbaik dari prinsipal. role stress terdiri dari 2 konstruk penting, yaitu role ambiguity dan role conflict (kahn, 1964) (dikutip oleh fisher, 2001). role ambiguity terjadi dalam lingkungan pekerjaan di mana seorang karyawan kurang memperoleh informasi yang memadai bagi kinerja yang efektif dari peran yang diberikan (sinatra, 1980). sedangkan role conflict didefinisikan sebagai tingkat ketidaksesuaian dari ekspektasi, yang dikomunikasikan oleh role sender (pemberi peran) pada role incumbent atau focal person atau penerima peran (rebele dan michaels, 1990). breaugh dan colihan (1994) mengatakan bahwa role ambiguity tidak selalu dapat didefinisikan dengan baik. hal ini umumnya dapat diterima karena role ambiguity terjadi ketika individu kurang memiliki definisi yang jelas terhadap ekspektasi peran mereka dan metode yang dikehendaki untuk mengisi tugas-tugas mereka. kurangnya kejelasan ini berhubungan dengan tugas, otoritas atau pertanggungjawaban dalam pikiran manajer atau dalam pikiran dari individu yang bekerja dengannya (dikutip oleh veloutsou dan panigyrakis, 2004). rizzo, house, dan lirtzman (1970) serta sounder (1981) mengatakan bahwa role conflict adalah inkompatibilitas antara persyaratan dengan ekspektasi dari peran, di mana kompatibilitas ditentukan relatif terhadap seperangkat kondisi dengan suatu impak pada kinerja peran (dikutip oleh veloutsou et al., 2004). mennon dan akhilish (1994) mengatakan bahwa role conflict lebih intensif dalam pekerjaan yang kurang kongkrit sifatnya dan menghendaki pembuatan keputusan dan pemikiran yang lebih abstrak (veloutsou et al., 2004). hal ini sering terjadi ketika karyawan tidak ingin melaksanakan tugasnya atau mereka memiliki supervisor dengan ekspektasi yang bertentangan. role stress dapat mengakibatkan turunnya motivasi untuk melaksanakan pekerjaannya dengan baik. hal ini disebabkan focal person tidak dapat melaksanakan pekerjaannya sesuai dengan keinginan role sender. turunnya motivasi kerja ini pada akhirnya akan mempengaruhi keputusan focal person untuk keluar dari organisasi atau perusahaan tersebut. di sisi lain, sebenarnya role stress juga merupakan suatu sarana yang dapat digunakan oleh role sender untuk memotivasi focal person menciptakan kreativitas-kreativitas di dalam pekerjaan yang dilakukannya. pada akhirnya, pekerjaan dapat diselesaikan sesuai dengan keinginan role senders. oleh karena itu, masalah yang terjadi dalam kaitannya dengan role stress ini adalah bagaimana mengubah peran role stress sebagai sesuatu yang menurunkan motivasi karyawan (herzberg et al., 1957 menyebutnya sebagai hygiene factors) menjadi 150 journal the winners, vol. 9 no. 2, september 2008: 148-160 suatu hal yang sebaliknya, yaitu justru memotivasi karyawan untuk melaksanakan pekerjaan dengan baik. tujuan ini dapat tercapai ketika perusahaan dapat mendesain pekerjaan bawahan sedemikian rupa sehingga role stress dapat dikurangi atau dihilangkan. artikel ini mencoba mengidentifikasi berbagai riset yang telah dilakukan dalam kaitannya dengan role stress, untuk dapat menemukan faktor-faktor yang menjadi penyebab (antecendent) dan menggunakan berbagai teori motivasi untuk mengidentifikasi cara yang dapat digunakan untuk mengubah efek role stress dari sesuatu yang dapat menimbulkan demotivasi menjadi motivasi. beberapa penelitian yang berkaitan dengan role stress telah menemukan banyak faktor yang dapat memicu timbulnya role stress (antecedent dari role stress). faktor-faktor tersebut meliputi adanya boundary-spanning activities (rebele dan michaels, 1990), iklim etis (schwepker dan hartline, 2005; thomas, schermerhorn dan dienhart, 2004; yang semuanya dikutip oleh jaramillo et al., 2006), mentoring (almer dan kaplan, 2002), organizational-professional conflict, disingkat opc (pei dan davis, 1989), work family conflict (collins dan killough, 1992; elloy, 2001; gilboa et al., 2005), perceived environment uncertainty (ferris 1977a; ferris 1977b), dan budaya (sinatra, 1980; chow et al., 2001). sedangkan faktor-faktor yang menjadi konsekuensi dari role stress, yang diidentifikasi dari berbagai penelitian, meliputi penurunan job satisfaction dan job performance serta peningkatan job-related tension dan turnover intentions. ketidakpastian lingkungan persepsian (perceived environment uncertainty, disingkat peu) merupakan faktor mediasi antara boundary-spanning activities dan role stress. jadi, kita dapat mengelompokkannya sebagai faktor penyebab (antecedent) dari role stress. demikian juga dengan budaya, ia juga merupakan faktor mediasi antara iklim etis, mentoring, dan organizationalprofessional conflict dengan role stress. rebele dan michaels (1990) menemukan bahwa boundaryspanning activities berhubungan positif, tetapi tidak signifikan dengan role conflict dan berhubungan negatif, tetapi juga tidak signifikan dengan role ambiguity. akan tetapi, ketika mereka memasukkan variabel mediasi ketidakpastian lingkungan yang dipersepsikan, maka hubungan antara boundaryspanning activities dengan role stress (role conflict dan role ambiguity) menjadi signifikan. peran auditor independen umumnya menjadi terganggu oleh 2 komponen dari role stress karena (1) sifat boundary-spanning-nya, (2) potensi terjadinya ketidaksamaan ekspektasi antara klien dan perusahaan, dan (3) kompleksitas dari audit pada masa sekarang dan konsekuensi dari kinerja peran yang buruk (rebele et al., 1990). selain itu juga, role stress yang terjadi pada auditor dapat juga disebabkan oleh iklim organisasi (sinatra, 1980). singh (1998) menyatakan bahwa interfirm theory dan riset pada boundary-spanning occupations menunjukkan bahwa faktor-faktor organisasional dan berbagai mekanisme yang ada memiliki pengaruh penting pada kejelasan peran atau role clarity (nygaard dan dahlstrom, 2002). iklim etis di dalam perusahaan juga mempengaruhi role stress. schwepker dan hartline (2005) serta thomas, schermerhorn dan dienhart (2004) menemukan persepsi etis mengenai perusahaan berhubungan erat dengan public image dan kesuksesan dalam membina hubungan jangka panjang dengan pelanggan atau klien (jaramillo, mulki, dan solomon, 2006). karena iklim etis memberi sinyal mengenai perilaku etis, maka iklim etis menjadi antecedent yang penting dari role conflict dan role ambiguity dari salesperson (jaramillo et al., 2006). manajer pemasaran yang bekerja dalam organisasi yang lebih etis mengalami role conflict dan role ambiguity yang lebih rendah dibandingkan dengan mereka yang bekerja dalam organisasi yang kurang etis (chia-mei dan chin-yuan, 2006). riset di bidang pemasaran menunjukkan bahwa nilai-nilai yang berorientasi pada pasar (perilaku yang lebih mementingkan konsumen dibandingkan dirinya sendiri) mempengaruhi role conflict, role ambiguity, organizational commitment, dan job satisfaction (farrell, 2005). etika dapat dipandang sebagai sebagai suatu setting dinamis dari tekanan sosial yang menekan interdependensi seseorang dengan orang lain (chonko dan burnett, 1983). perusahaan yang dapat memberikan pedoman yang jelas dalam kaitannya dengan perilaku etis dari karyawannya akan memberi kejelasan mengenai role stress sebagai motivator …...(francisca reni retno anggraini) 151 ekspektasi etis sehingga hal ini akan menurunkan stress. ketika perusahaan atau organisasi memiliki aturan dan prosedur formal dari kinerja, maka hal ini akan dapat mengurangi role conflict (sinatra, 1980). riset yang berkaitan dengan peran mentor dalam menurunkan role conflict dan role ambiguity, terutama dalam auditing, belum memberikan hasil yang konsisten. ada riset menemukan bahwa ada hubungan positif antara mentoring dengan role conflict (almer and kaplan, 2002). sedangkan riset lain menemukan hubungan positif dan negatif. ketidakkonsistenan ini mungkin disebabkan oleh tidak dibedakannya bentuk interaksi auditor dengan mentornya (viator, 2001). ada 2 bentuk interaksi, yaitu informal dan formal mentor. formal mentor adalah mentor yang diperlakukan sebagai karyawan perusahaan dengan program organisasional formal. hal ini berkebalikan dengan informal mentor. informal mentor adalah mentor yang oleh focal person dianggap memiliki power, kepercayaan diri dan bersedia untuk berbagi dan melindungi. oleh karena itu, formal akan menjadi kurang mungkin untuk memberikan informasi yang membantu memperjelas peran focal person (mengurangi role ambiguity), mengelola inter-sender dan person-role conflict (mengurangi role conflict), dibandingkan dengan informal mentor. informal mentor secara signifikan menurunkan tingkat role ambiguity, tetapi tidak untuk role conflict. sedangkan untuk formal mentor menunjukkan tidak ada hubungan yang signifikan dengan role conflict dan role ambiguity (viator, 2001). opc terjadi ketika nilai-nilai organisasional tidak kompatibel dengan nilai-nilai professional. sorensen (1967) menyatakan bahwa perhatian organisasi terhadap otoritas dan pengendalian, aturan dan regulasi, dan loyalitas organisasional dapat bertentangan dengan perhatian pemberi kerja professional terhadap otonomi professional dan penjagaan terhadap standar yang tinggi (bamber dan iyer, 2002). porter et al. (1974) mengatakan bahwa komitmen menunjukkan bahwa (1) kepercayaan pada dan penerimaan terhadap sasaran dan nilai-nilai dari profesi; (2) kemauan untuk menjalankan tugas sesuai dengan perilaku yang diinginkan profesi; dan (3) keinginan yang terbatas untuk menjaga keanggotaan profesi (aranya, pollock, dan amernic, 1981). aranya et al. (1981) menemukan bahwa organizational commitment memiliki hubungan positif paling kuat dengan professional commitment di samping kepuasan dengan reward. sedangkan organizational-professional conflict (opc) berhubungan negatif dengan professional commitment. opc dari akuntan yang bekerja dalam organisasi professional lebih rendah dibandingkan akuntan yang bekerja dalam organisasi non professional sehingga di dalam organisasi professional, tingkat konflik persepsian berhubungan negatif dengan posisi dalam hirarki dan job satisfaction dan berhubungan positif dengan turnover intentions (aranya dan ferris, 1984; bamber et al., 2002). opc dari auditor internal dan role stress dipengaruhi oleh struktur organisasional (pei dan davis, 1989). beberapa riset mengenai role stress menunjukkan bahwa ketidakpastian lingkungan persepsian dapat memoderasi hubungan antara boundary-spanning activities dengan role stress. duncan (1972) menyatakan bahwa ketidakpastian lingkungan persepsian berhubungan dengan suatu keadaan ketika individu berperilaku atas dasar pengetahuan yang kurang lengkap dari hubungannya dengan lingkungan. downey and slocum (1975) mengatakan bahwa ketika perilaku individu ditentukan dengan lingkungan persepsian tertentu (yaitu respon keperilakuan terhadap stimuli lingkungan persepsian). hal ini secara logis mengekspektasikan bahwa persepsi terhadap ketidakpastian lingkungan akan memiliki pengaruh pada perilaku individual dan selanjutnya berpengaruh pada kinerja tugas (ferris, 1977a). dampak ketidakpastian lingkungan pada job satisfaction telah diuji dalam lingkungan akuntansi. hasilnya menunjukkan bahwa ketidakpastian lingkungan persepsian berpengaruh terhadap job satisfaction (ferris, 1977a). jaramillo, mulki, dan marshall (2005) menyatakan bahwa komitmen organisasional (organizational commitment) berhubungan dengan kecintaan individu pada organisasinya dan 152 journal the winners, vol. 9 no. 2, september 2008: 148-160 tercermin dalam kekuatan identifikasi dan keterlibatan individu dalam organisasi (jaramillo et al., 2006). aranya et al. (1981) menyatakan bahwa organizational commitment dari individu diukur dengan kekuatan relatif dari identifikasi mereka dengan keterlibatan mereka pada organisasinya. shepard (1956), ben-david (1958), dan gouldner (1958) menyatakan bahwa analisis tradisional terhadap organizational commitment dan professional commitment mengasumsikan bahwa individual telah memilih satu komitmen di antara komitmen yang lain karena ada konflik antara birokratisme dan profesionalisme (aranya et al., 1981). hofstede (1980) mengidentifikasi ada 4 dimensi budaya nasional yang berhubungan dengan pekerjaan, yaitu confucian dynamism, individualism vs. collectivism, masculinity vs. femininity, dan power distance (chow, lindquist, dan wu, 2001). chow et al. (2001) menemukan bahwa semakin tinggi power distance menunjukkan bahwa semakin siap mereka menerima high-stretch performance standards. anggota dari budaya dengan power distance yang tinggi lebih siap menerima ketidaksamaan antar pribadi dan institusinya. bawahan dari budaya dengan power distance yang tinggi lebih siap menerima keputusan dan keinginan dari atasan. chow et al. (2001) juga menemukan bahwa negara dengan budaya collectivism yang tinggi lebih siap untuk menerima high-stretch performance standards. budaya kolektivisme ini ditunjukkan oleh kemauan individu untuk berkumpul atau berinteraksi dengan orang lain sehingga membentuk suatu kelompok yang kuat dan kohesif. budaya kolektivisme ini juga menyebabkan individu cenderung untuk lebih mengutamakan kepentingan perusahaan dibandingkan kepentingan dirinya sehingga ketika mereka cenderung tidak melakukan eskalasi terhadap komitmen (harrison, chow, wu, dan harrell, 1999). berdasarkan riset di atas, mungkin diperlukan untuk memasukkan variabel ini sebagai moderator hubungan antara role stess dengan antecedent-nya. negara dengan budaya power distance yang tinggi dan budaya kolektivisme yang tinggi cenderung kurang mengalami role stress, dibandingkan negara dengan power distance yang rendah dan bersifat individualis. role ambiguity dapat dikurangi jika atasan bersedia mendengarkan dan merespon terhadap ide dan saran bawahan, kecepatan atasan merespon masalah dan membuat keputusan secara tepat waktu, dan kecukupan otoritas yang dimiliki oleh atasan untuk membuat keputusan dan menangani masalah dengan tepat (sinatra, 1980). ada banyak definisi motivasi yang muncul dengan berbagai macam perspektif. berbagai macam definisi ini muncul karena ada sejumlah alasan mengenai kesulitan dalam mendefinisikan motivasi (pinder, 1984). pinder (1984) mengutip pendapat jones (1955), vroom (1964), steer dan porter (1975), dan locke, shaw, saari, dan latham (1981) yang menyatakan bahwa motivasi kerja adalah seperangkat kekuatan energetik yang berasal dari dalam maupun dari luar sifat individu untuk memunculkan perilaku yang berhubungan dengan pekerjaan, dan untuk menentukan bentuk, arah, intensitas, dan durasinya. pinder (1984) mengatakan bahwa motivasi kerja berbeda dengan kinerja. perbedaan ini lebih dari sekedar perbedaan semantik karena perbedaan ini memiliki implikasi yang kuat bagi pemahaman dan aplikasi dari teori-teori motivasi. kinerja dapat didefinisikan sebagai pencapaian sasaran yang terkait dengan kerja, tanpa mendasarkan pada maksud dari pencapaiannya. sedangkan motivasi adalah kekuatan yang dapat memunculkan kinerja tersebut. akan tetapi, ketika kekuatan tersebut tidak mampu memunculkan kinerja sesuai dengan standar yang ditetapkan, maka yang terjadi adalah frustasi yang dialami oleh individu tersebut. hal ini akan berakibat pada penurunan kekuatan untuk mencapai kinerja tersebut. jadi, ketika motivasi rendah, maka akan menghasilkan kinerja yang rendah. ada beberapa teori motivasi yang muncul dari berbagai penelitian tentang motivasi. teoriteori ini berkembang sejalan dengan fenomena yang ada dalam dunia nyata dalam kaitannya dengan perilaku individu terhadap pekerjaannya. teori-teori yang berkaitan dengan motivasi yang dibahas secara mendalam oleh pinder (1984). teori-teori tersebut meliputi the motivator-hygiene theory, theory x and theory y, equity theory, valence-instrumentality-expectancy theory (vie theory), theory role stress sebagai motivator …...(francisca reni retno anggraini) 153 of intentional behavior, dan goal setting theory. oleh karena itu, pembahasan mengenai teori-teori di atas lebih banyak mengutip dari beberapa penjelasan yang diberikan oleh pinder (1984) dalam bukunya yang berjudul “work motivation: theory, issues, and applications”. teori motivasi pertama kali dimunculkan oleh herzberg, et al. (1957), yang kemudian dikenal dengan motivation-hygiene theory. teori ini menyatakan bahwa job satisfaction secara sederhana tidak berkebalikan dengan job dissatisfaction. mereka mengatakan bahwa keduanya independen dan seseorang dapat mengalami keduanya. teori ini dikenal dengan teori 2 faktor karena herzberg (1957) mengidentifikasi ada 2 faktor yang dapat yang saling bertentangan yang dapat mempengaruhi kinerja, yaitu motivators dan hygiene factors. motivators adalah faktor-faktor yang dapat mengakibatkan job satisfaction. job satisfaction dipandang sebagai konsekuensi dari pertumbuhan, pengakuan (verbal), pekerjaan itu sendiri (tantangan), pertanggungjawaban, dan kemajuan (promosi). jika kelima faktor tersebut ada di dalam suatu pekerjaan, maka kebutuhan dasar individu akan terpuaskan, dan perasaan positif dan peningkatan kinerja akan terjadi (miner, 1980: 78). hygene factors adalah faktor-faktor yang dapat mengakibatkan job dissatisfaction. faktor-faktor ini meliputi praktik administratif dan kebijakan, supervisi (kualitas teknis), hubungan interpersonal (terutama dengan supervisi), kondisi kerja fisik, job security, manfaat, dan gaji. ketika faktor-faktor ini ada secara memadai, maka mereka dapat mengubah dissatisfaction dan meningkatkan kinerja sampai pada suatu titik tertentu, tetapi faktorfaktor tersebut tidak dapat dipercaya dapat menghasilkan perasaan kerja yang benar-benar positif atau tingkat kinerja yang tinggi. untuk mencapai ini, maka manajemen harus dapat menggeser mekanisme dan memindahkannya menjadi motivasi. theory x dan theory y ini dikemukakan oleh douglas mcgregor. theory x mengasumsikan bahwa (1) rata-rata manusia dewasa by nature adalah malas, ia bekerja sesedikit mungkin; (2) ia kurang ambisius, tidak suka dengan tanggung jawab dan lebih suka diatur oleh orang lain; (3) ia secara inheren suka untuk bekerja sendiri (selfish) dan indiferen dengan sasaran dan kebutuhan organisasi; (4) ia enggan untuk berubah; dan (5) naïf dan mudah dikelabui oleh motivator (pinder, 1984: 38-39). sedangkan theory y memiliki asumsi yang berkebalikan dengan theory x. perbedaan asumsi ini mengakibatkan pendesainan pekerjaan yang berbeda. oleh karena itu, manajemen perlu memahami karakteristik dari bawahannya sehingga pekerjaan atau tugas yang diberikan sesuai dengan karakteristik mereka, dan pada akhirnya job satisfaction dan kinerja yang tinggi akan tercapai. carrell and dittrich (1978), seperti dikutip oleh pinder (1984: 115) menyatakan bahwa equity theory memiliki 3 asumsi utama, yaitu (1) orang membangun kepercayaan mengenai sesuatu berupa return yang sama dan fair untuk kontribusinya bagi pekerjaan mereka; (2) orang cenderung membandingkan apa yang mereka persepsikan menjadi argumen mereka dengan pemberi kerja; dan (3) ketika orang percaya bahwa perlakuan mereka sendiri tidak adil, relatif terhadap argumen yang mereka persepsikan dibuat oleh orang lain, mereka akan termotivasi untuk melakukan sesuatu mengenai hal tersebut. seseorang dapat menerima ketika melihat orang lain mendapat outcome yang lebih banyak dibandingkan dirinya jika ia percaya bahwa orang lain memberi kontribusi lebih banyak dibandingkan dirinya. tetapi, ketika seseorang melihat orang lain mendapatkan lebih banyak uang (outcome) dibandingkan dirinya, sementara tidak nampak bahwa orang yang lain tersebut memberi kontribusi yang lebih banyak, maka akan muncul kecemasan (tension) yang akan memotivasi individu tersebut untuk menyeimbangkan equity ratio (rasio input dan outcome). vie theory mengasumsikan bahwa seseorang mendasarkan tindakannya pada persepsi dan kepercayaan (beliefs). pengujian terhadap teori ini dilakukan dengan menguji 3 komponen mental penting yang dipandang sebagai perilaku yang mengarahkan dan yang memulai, yaitu valence, instrumentality, dan expectancy (pinder, 1984: 133). vroom (seperti dikutip oleh pinder, 1984: 134) mengatakan bahwa istilah valensi (valence) berhubungan dengan orientasi afektif (emosional) yang dimiliki seseorang atas dasar outcome yang akan diperoleh. 154 journal the winners, vol. 9 no. 2, september 2008: 148-160 outcome dikatakan menjadi valensi secara positif bagi seseorang jika ia lebih suka untuk memilikinya. sebaliknya, outcome di mana seseorang lebih suka untuk menghindarinya merupakan valensi negatif, misalnya kecemasan, stress, dan pemecatan. akan tetapi, ketika orang berperilaku indeferen terhadap suatu outcome tertentu, maka ia memiliki valensi nol. sedangkan konsep instrumentalitas berkaitan dengan pencapaian outcome yang lain (second level outcome). vroom (dikutip oleh pinder, 1984: 135) mengatakan bahwa sesuatu dikatakan instrumental jika ia membantu mencapai atau mempertahankan sesuatu yang lain. terakhir, berkaitan dengan konsep ekspektansi. ekspektansi adalah kekuatan dari kepercayaan seseorang mengenai apakah outcome tertentu akan tercapai atau tidak. ada berbagai macam faktor yang memberi kontribusi bagi persepsi mengenai ekspektansi karyawan mengenai berbagai level job performance. misalnya, tingkat kepercayaannya pada keahlian dalam melaksanakan tugas tertentu, tingkat yang membantu karyawan mengekspektasi apa yang diterima dari atasan dan bawahannya, kualitas bahan dan peralatan yang tersedia, ketersediaan informasi yang relevan dan pengendalian terhadap anggaran yang memadai (pinder, 1984: 137). theory of intentional behavior ini dikemukakan oleh ryan (1970). teori ini mengasumsikan bahwa niat seseorang merupakan faktor penting dalam menjelaskan perilaku mereka. analisis terhadap perilaku dapat dibagi menjadi 4 level atau fase yang saling berhubungan. setiap level menjelaskan level yang mengikutinya (pinder, 1984: 157). niat seseorang melakukan suatu tindakan dipengaruhi oleh 3 faktor, yaitu persepsi terhadap situasi yang langsung, persepsi terhadap hubungan antara maksud dan tujuan, dan kepentingan atau ketertarikan intrinsik dari tindakan kontemplasi. konsep dasar yang mendasari teori ini adalah bahwa niat merupakan penyebab perilaku yang paling penting dan langsung. untuk memahami asal dan sifat dari niat seseorang, memerlukan pemahaman mengenai cara orang memandang dunianya sendiri. dalam rangka untuk memahami mengapa seseorang mempersepsikan sesuatu cara yang mereka lakukan, memerlukan pemahaman mengenai sifat dari produk yang disimpan seperti kebutuhan, nilai-nilai, norma-norma dan sebagainya. akhirnya, dalam rangka untuk memahami mengapa individu memiliki kumpulan produk tersebut maka kita perlu menguji latar belakang mereka. goal setting theory ini dikembangkan oleh locke. latham, dan kolega mereka. teori ini dikatakan lebih ilmiah dibandingkan dengan equity theory dan vie theory dalam membuktikan secara empiris mengenai hubungan antara kerja (work) dengan kinerja (performance). goals dapat berbentuk suatu level dari job performance, kuota, norma kerja, batas waktu (deadline), atau batas penggunaan anggaran (locke, shaw, saari, dan latham, 1981 yang dikutip oleh pinder, 1984: 160). jika goals menentukan usaha manusia, maka semakin tinggi dan semakin sulit goals dapat dicapai, maka semakin tinggi tingkat kinerja yang dihasilkan dibandingkan dengan goals yang mudah dicapai. specific goals akan menghasilkan tingkat usaha yang lebih tinggi dibandingkan dengan goals yang tidak ditetapkan dengan jelas (vague goals). insentif seperti uang, feedback, kompetisi, dan sejenisnya tidak akan memiliki efek pada perilaku kecuali insentif tersebut berpengaruh pada penetapan dan/atau penerimaan dari goals yang sulit dan spesifik. seperti telah disampaikan sebelumnya, role stress dapat terjadi ketika goals dari karyawan sebagai individu tidak sejalan dengan goals dari atasan atau manajemen (disebut role conflict) dan terjadi ketika karyawan kurang memiliki informasi mengenai tugas yang harus mereka lakukan (disebut role ambiguity). penelitian-penelitian mengenai role stress telah menunjukkan konsekuensi munculnya role stress ini, yaitu penurunan job satisfaction dan job performance serta peningkatan job-related tension dan turnover intentions. porter dan lawler (1968) serta lawler (1971) mengembangkan model job satisfaction seperti terlihat dalam gambar 1 (ferris, 1977a). role stress sebagai motivator …...(francisca reni retno anggraini) 155 gambar 1 model job satisfaction pada gambar 1, terlihat bahwa kinerja merupakan joint function dari tingkat motivasi individual, kemampuan (ability) dalam kaitannya dengan pekerjaan dan luas di mana persepsi perannya sesuai dengan atasannya. kemampuan dalam kaitannya dengan pekerjaan berhubungan positif dengan persepsi terhadap peran (ferris, 1977b). motivasi dapat meningkatkan kinerja ketika persepsi peran bawahan sesuai dengan atasan (di samping bawahan juga memiliki kemampuan tertentu untuk melaksanakan tugas). role stress (role conflict maupun role ambiguity) muncul karena adanya persepsi peran yang berbeda antara atasan dan bawahan atau antara ketua kelompok dan anggota kelompok, maka motivasi akan menurunkan kinerja, yang pada akhirnya akan menimbulkan job dissatisfaction. pembahasan sesuai dengan motivator-hygiene theory, role stress dapat kita masukkan sebagai hygiene factor yang dapat mengakibatkan job dissatisfaction. menurut teori ini, role stress dapat meningkatkan kinerja ketika atasan atau ketua kelompok menggeser mekanisme dan mengubahnya menjadi motivasi. jadi, role stress dapat menjadi motivator ketika manajemen dapat menggeser mekanisme dan mengubahnya menjadi motivasi. penggeseran mekanisme dilakukan karena mekanisme yang diterapkan sebelumnya tidak sesuai dengan karakteristik bawahan atau anggota kelompok. jadi dalam hal ini, perlu adanya modifikasi terhadap desain pekerjaan. hackman dan oldham (1976) mengatakan bahwa untuk mendesain pekerjaan yang secara internal dapat memotivasi karyawan dalam melaksanakan pekerjaannya secara efektif diperlukan 3 hal, yaitu pernyataan psikologis dari karyawan yang harus ada untuk memotivasi kerja mereka, karakteristik pekerjaan yang dapat menghasilkan pernyataan psikologis ini, dan atribut-atribut individual yang menentukan bagaimana orang akan merespon secara positif pekerjaan yang menantang dan kompleks. apabila kita kaitkan dengan theory x dan theory y, maka role stress dapat terjadi ketika atasan (ketua kelompok) mengasumsikan bahwa bawahan (anggota kelompok) memiliki karakteristik personal seperti yang dikemukakan dalam theory x; padahal mereka sebenarnya memiliki karakteristik personal seperti yang dikemukakan dalam theory y dan juga sebaliknya. oleh karena itu, atasan (ketua kelompok) perlu memahami terlebih dahulu bagaimana karakteristik personal dari bawahannya (anggota kelompok) sebelum memberikan tugas pada mereka sehingga role stress tidak akan terjadi pada mereka. apabila role stress sudah terjadi karena ketidaksesuaian tugas yang diberikan dengan karakteristik personal bawahan (anggota kelompok), maka atasan perlu dilakukan modifikasi terhadap tugas yang diberikan sehingga sesuai dengan karakteristik bawahannya. proposisi 1 role stress akan meningkatkan kinerja auditor ketika terdapat kesesuaian antara tugas dengan karakteristik personal dari auditor tersebut. role stress juga dapat dijelaskan dengan equity theory. motivation ability role perception task performance reward job satisfactionn 156 journal the winners, vol. 9 no. 2, september 2008: 148-160 teori ini menyatakan bahwa ketika seseorang diperlakukan tidak adil oleh bawahan karena ia mempersepsikan kontribusi yang telah ia berikan dihargai lebih rendah dibandingkan kontribusi yang diberikan orang lain maka mereka akan mengalami kecemasan dan stres yang akhirnya menurunkan kinerjanya. hal ini dapat terjadi karena adanya asimetri informasi antara atasan (ketua kelompok) dengan bawahan (anggota kelompok). seperti telah dikemukakan sebelumnya bahwa adanya boundary spanning activities yang membatasi kemampuan individu untuk mencari informasi yang sebanyakbanyaknya dan karena adanya ketidakpastian lingkungan yang dipersepsikan mengakibatkan role stress terjadi. dalam keadaan seperti ini, peran atasan (ketua kelompok) dalam mengubah role stress menjadi motivator adalah dengan menggeser mekanisme pemberian tugasnya, yaitu dengan cara mengurangi ketidakpastian lingkungan dan mempermudah bawahan (anggota kelompok) mencari informasi sebanyak-banyaknya. proposisi 2 role stress akan meningkatkan kinerja auditor ketika ketidakpastian lingkungan persepsian rendah. vie theory atau expectancy theory berkaitan dengan keseimbangan antara keinginan untuk mencapai outcome tertentu (valensi), kemampuan outcome yang akan dicapai mempengaruhi pencapaian outcome yang lain (instrumental) dan kemampuan untuk mencapai outcome tersebut (ekspektansi). role stress dapat terjadi karena adanya valensi negatif dari seseorang yang akhirnya akan mengakibatkan penurunan kinerja dan job dissatisfaction. untuk mengubah role stress menjadi motivator, atasan (ketua kelompok) perlu mengubah outcome yang harus dicapai sehingga valensi akan berubah menjadi positif. proposisi 3 role stress akan meningkatkan kinerja auditor ketika mekanisme pemberian reward dan punishment sesuai dengan karakteristik personal dari auditor tersebut. menurut theory of intentional behavior, role stress terjadi karena niat seseorang dalam melaksanakan tugas tidak sesuai dengan keinginan atasan (ketua kelompoknya). hal ini disebabkan atasan (ketua kelompok) tidak memahami kebutuhan, nilai-nilai, dan norma-norma yang ada di dalam diri bawahan (anggota kelompok). penelitian menunjukkan bahwa role stress disebabkan oleh adanya organizational-professional conflict (opc). oleh karena itu, cara untuk mengubah role stress menjadi motivator adalah dengan mengubah mekanisme pemberian tugas dengan mempertimbangkan kebutuhan, nilai-nilai, dan normanorma yang dimiliki oleh bawahan (anggota kelompoknya). proposisi 4 role stress akan meningkatkan kinerja auditor ketika terdapat pemahaman terhadap kebutuhan, nilai-nilai, dan norma-norma organisasi. terakhir, atas dasar goals setting theory, role stress dapat terjadi karena adanya perbedaan antara persepsi terhadap goals yang harus dicapai dengan yang seharusnya dicapai oleh bawahan (anggota kelompok). hal ini disebabkan oleh adanya vague goals dan difficult goals yang ditetapkan oleh organisasi. oleh karena itu, untuk mengurangi atau menghilangkan role stress, diperlukan specific goals dan kemudahan untuk mencapai goals. dalam hal ini, peran partisipasi bawahan dalam penetapan goals dan feedback dari atasan akan sangat berguna untuk menurunkan tingkat role stress. proposisi 5 role stress akan meningkatkan kinerja auditor ketika terdapat goal commitment dari seluruh individu dalam organisasi. role stress sebagai motivator …...(francisca reni retno anggraini) 157 penutup role stress merupakan fenomena organisasional yang terjadi dalam hubungan dinamis antar individu-individu di dalam organisasi. oleh karena itu, fenomena ini tidak harus dipandang sebagai sesuatu yang negatif karena hubungan antar individu di dalam organisasi bersifat jangka panjang dan bukan merupakan hubungan yang sesaat sehingga di dalam dinamika organisasi, role stress ini justru akan menjadi motivator bagi karyawan untuk meningkatkan kinerjanya. kemunculan role stress di dalam suatu organisasi diharapkan dapat memberi sinyal bagi manajemen bahwa telah terjadi ketidaksesuaian mekanisme yang dijalankan organisasi. dengan demikian, manajemen dapat melakukan tindakan untuk mengatasinya. partner dan auditor senior di dalam kap dapat mengubah role stress dari hygiene factor menjadi motivator bila ia memahami dengan baik karakteristik organisasi beserta anggota-anggotanya. dengan menggunakan teori motivasi, masalah role stress di dalam kap dapat diatasi. dengan motivator-hygiene theory, role stress dapat berubah menjadi motivator bila manajemen dapat menggeser mekanisme pelaksanaan tugas yang selama ini dijalankan. dengan memahami theory x dan y, partner dan auditor senior juga dapat mengurangi atau menghilang role stress dengan memahami dengan baik karakteristik individu di dalam organisasi serta iklim organisasi sehingga desain tugas yang dibuat akan memotivasi karyawan untuk melaksanakan pekerjaannya. jadi, auditor akan termotivasi untuk meningkatkan kinerjanya ketika mengalami role stress jika atasan (partner atau auditor senior) dapat menyesuaikan tugas dengan karakteristik personal dari bawahannya. atas dasar equity theory, maka partner dan auditor senior dapat mengatasi role stress dengan mengurangi boundary-spanning activities dan ketidakpastian lingkungan persepsian. atas dasar vie theory, untuk mengubah role stress menjadi motivator, maka partner atau auditor senior perlu mengubah outcome yang harus dicapai sehingga valensi akan berubah menjadi positif. hal ini dapat dilakukan dengan menyesuaikan mekanisme reward dan punishment dengan karakteristik personal dari individu-individu di dalam organisasi. menurut theory of intentional behavior, role stress dapat dikurangi atau dihilangkan bila terdapat pemahaman mengenai kebutuhan, nilai-nilai, dan normanorma yang di dalam organisasi. terakhir, atas dasar goals setting theory, role stress dapat dikurangi atau dihilangkan dengan cara membuat specific goals dan goals yang mudah dicapai. selain itu, peran partisipatif karyawan dalam penetapan goals dan feedback dari atasan akan mendukung usaha penurunan role stress. oleh karena itu, goal commitment dianggap menjadi faktor yang dapat mengubah role stress menjadi motivator bagi pencapaian kinerja. semua uraian di atas dapat membantu kita untuk membuat model hubungan role stress dengan motivasi kerja dan kinerja sebagai terlihat dalam gambar 2. analisis teoritis ini diharapkan dapat memberi masukan bagi manajemen (partner dan auditor senior) di dalam kap dalam meningkatkan kinerja karyawan, yaitu dengan cara mendesain tugastugas bagi auditor yunior, mendesain mekanisme pemberian reward dan punishment yang sesuai dengan karakteristik individu-individu di dalam organisasi, menyediakan sistem yang memungkinkan auditor mencari informasi sebanyak-banyaknya, baik informasi internal maupun eksternal yang berkaitan dengan kliennya, sosialisasi terhadap nilai-nilai dan norma-norma organisasi, dan memberikan kejelasan mengenai goals yang harus dicapai sehingga individu-individu akan memiliki komitmen terhadap goals tersebut. selain itu, juga diharapkan dapat memberi inspirasi untuk melakukan studi empiris, dalam kaitannya dengan role stess yang dapat digunakan sebagai motivator bagi individu dalam meningkatkan kinerja. 158 journal the winners, vol. 9 no. 2, september 2008: 148-160 gambar 2 model hubungan role stess, motivasi kerja dan kinerja daftar pustaka almer, e.d., and kaplan, s.e. 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(2004). consumer brand managers' job stress, job satisfaction, perceived performance, and intention to leave. journal of marketing management, 20(1/2), 105-131. viator, r.e. (2001). the association of formal and informal public accounting mentoring with role stress and related job outcomes. accounting, organizations and society, 26, 73-93. *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 173 the winners, 22(2), september 2021, 173-182 doi: 10.21512/tw.v22i2.7597 using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in indonesia santi rimadias1*; nesta alvionita2; adinda putri amelia3 1,2,3management study program, faculty of economics, indonesia banking school jl kemang raya no. 35 jakarta selatan 12730, indonesia 1santi.rimadias@ibs.ac.id received: 23rd july 2021/ revised: 30th july 2021/ accepted: 02nd september 2021 how to cite: rimadias, s., alvionita, n., & amelia, a. p. (2021). using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in indonesia. the winners, 22(2), 173-182. https://doi.org/10.21512/tw.v22i2.7597 abstract the research aimed to examine factors that formed brand awareness and brand image of the tourism sector in indonesia by using social media marketing on tiktok platform. the research applied a quantitative method to do a survey of 220 respondents who were users of the tiktok application. data collection was carried out from april to may 2021, and processed by using structural equation model partial least square (sem pls). convenience sampling was used in the research. the results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. trendiness and customization do not affect consumer brand engagement. furthermore, it is found that consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. the implication of the research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in indonesia using the model social media marketing on tiktok. keywords: social media marketing, consumer brand engagement, brand loyalty, brand awareness, brand image i. introduction social media allows consumer behavior do a thorough activity ranging from visualizing consumer behavior after purchase without purchase and sharing information, ideas, and attitudes to make consumers aware of the existence of social media (putra & mudiantono, 2014). the tourism sector is one of the sectors affected by covid-19. data from jakarta statistics agency (badan pusat statistik/bps data record a very significant decrease in the number of tourists, both local and foreign tourists (“perkembangan pariwisata”, 2020). when compared to 2019, the total number of tourists decreased by 75,03% (unwto, 2021). the decline in tourism needs to get attention so that foreign tourists and domestic tourists can increase and become foreign exchange income of the country. therefore, a business must have ideas and innovations to conduct studies to attract the attention of consumers, be reminded of their thoughts, create a brand image, and increase positive brand loyalty by doing all the communication channels they have in brand communication to create brand value or to protect brand value (bilgin, 2018). tiktok is the second most downloaded android application worldwide. as a result of the design of the technology, and the cultural conditions surrounding it, tiktok has become the most downloaded video application, with teenagers aged 13-18 being half of the 500 million monthly users. it strategically targets user segments which video hosting websites and editing applications have not considered in the past. children born in the 2010s will have fun playing with videos (bresnick, 2019). with most people staying at home, tiktok has enjoyed phenomenal growth during the covid-19 pandemic. it reached 12 million us users in march 2020 and a total of 52,2 million users globally. the time spent on the application and website is also increasing. for example, us visitors spent an average of 8 hours on the application during march, 10,8% higher than the time spent in january 2020 (su et al., 2020). social media marketing is a marketing process done indirectly or directly to build memory, awareness, recognition, and action for businesses, products, 174 the winners, vol. 22 no. 2 september 2021, 173-182 people, brands, or other entities, whose activities are using social websites such as social networking, social bookmarking, microblogging, blogging, and content sharing. social media marketing can be explained by the approach of entertainment, interaction, trendiness, customisation, and electronic word of mouth (ewom) (mileva & fauzi dh, 2018). entertainment is the ability of an advertisement to fulfill the viewer's desire for entertainment, aesthetic pleasure, and emotional release (genadi & furkan, 2020). through entertainment, brands can built and strengthen a sense of closeness of consumers to persuade them in buying (dessart, veloutsou, & morgan-thomas, 2015). interaction is the extent to which social media platforms offer an opportunity to get information both ways. posting information that matches their target social media users can encourages discussion and improves relationships between consumers and brands (cheung, pires, & rosenberger, 2020). trendiness refers to social media providing the latest news, and hot discussion topics is also a core product search channel. consumers will feel the motivation to get trending information about a brand within social media platforms, which encourages them to keep up with the latest developments about brands by seeking knowledge of relevant trends (gallaugher & ransbotham, 2010). trendy information can help consumers attract attention, evoke positive consumer feelings, and drive loyalty intentions (liu, shin, & burns, 2021). customisation is a marketing and messaging service to make consumers personally feel satisfied, making the service customizable and easy to find information to create value for certain consumers (cheung et al., 2020). electronic word of mouth (ewom) aims for communications made by prospective users or who have used brands, products using social media. ewom will see the extent to which consumers disseminate and upload information on social media platforms. this is done to convey information about the brand by uploading content to their blog and sharing opinions with others (cheung et al., 2020). consumer brand engagement allows the relationship between customers and companies to be stronger and more meaningful (khan, rahman, & fatma, 2016). the desire to better understand customer interconnectedness with brands as the object of engagement is most typical in research (khan et al., 2016). from a multi-dimensional perspective of customer engagement, brand-customer engagement has been discussed as a multi-dimensional construction. by definition, special brand engagement includes dimensions cognitive processing, affection, and behavioral (khan et al., 2016). social media marketing, which consists of entertainment, interaction, trendiness, customisation, and ewom influence consumer brand engagement (mileva & fauzi dh, 2018). therefore, hypotheses proposed in the research and displayed in figure 1 are: h1: entertainment (ent) positively affects consumer brand engagement (cbe). h2: interaction (int) positively affects consumer brand engagement (cbe). h3: trendiness (tns) positively affects consumer brand engagement (cbe). h4: customisation (ctn) positively affects consumer brand engagement (cbe). h5: ewom positively affects consumer brand engagement (cbe). the research seeks to answer the future research submitted by previous research. the limitations of previous research focus only on one country, hong kong, and users of technology products (cheung et al., 2020). figure 1 research model source: author (2021) 175using social media marketing.... (santi rimadias, et al) the research focuses on the role of social media marketing with the use of the tiktok platform. previous research has used the social media marketing model to analyze the behavior of social media users in perceiving smartphones conducted by cheung et al. (2020). the research answers the future research proposed by previous research to target other countries with diverse cultures and different products. therefore, the research seeks to adopt the social media marketing model with tiktok application as the research object to analyze the forming factors of brand awareness and brand image of the tourism sector in indonesia. the research used a modification of the research model by adding one variable, brand loyalty, adapted from the results by fernandes and moreira (2019). ii. methods the research applies a quantitative approach to understand the characteristics of the population using sample data and methods of sem pls by using hypothesis testing on the influence between variables. data are collected by conducting a survey techniques, namely questionnaires to respondents through questions about the use of tiktok applications that are systematically compiled based on several previous studies. technically the data are collected through an online survey using google form that is distributed to respondents who are tiktok social media users over the age of 15 years. the sampling technique used is convenience sampling. through the efforts to disseminate data which are carried out then continued by using the formula hair with calculation of the entire indicator multiplied by 5 (44 x 5) so that it gets the number of 220 tiktok user respondents (hair, 2017). each research variable is measured through four indicators adopted from several relevant previous studies. as shown in table 1, the measuring instruments for entertainment, interaction, trendiness, ewom, and customisation each amount to four indicators. brand awareness, brand image, and brand loyalty each amount to four indicators. consumer brand engagement consisting of cognitive processing, affection, and behavioral each amounted to four indicators. the research uses likert scale 1-7. outer model analysis is to provide specifications between latent variables and manifest variables, or in other words how each indicator relates to latent variables (nasution et al., 2020). inner models (structural models) are used in assessing the relationship of exogenous and endogenous latent variables concerning the calculated variance (rahman et al., 2013). this determines the strength of the model descriptor by evaluating several quadratic double correlations (r2) and path coefficient values (β) (rahman et al., 2013). convergent validity is a measure of internal consistency. it is estimated to ensure that the item is assumed to measure each latent variable measuring it and not to measure other latent variables. individual validity, cronbach`s alpha, composite reliability (cr), and average variance extracted (ave) are suggested (rahman et al., 2013). the convergence of the construct can be determined by calculating the reliability of the item. discriminant validity shows the extent to which a construct differs from another. this is examined by comparing ave construction that is shared on itself and other constructions. for a valid construct discriminant, the ave shared on itself must be higher than the variant shared with another construct (rahman et al., 2013). reliability is the quality criteria of a construction. this requires a high degree of correlation among indicators of reliability construct extending to which a variable or set of variables is consistent with what is intended to be measured. the internal reliability of a construct is said to be achieved when the value of cronbach's alpha is 0,7 or higher (janadari et al., 2018). table 1 operationalization of variables variable items source entertainment [ent1] the content found on tiktok's social media seems interesting cheung et al. (2020) [ent2] great fun using tiktok social media cheung et al. (2020) [ent3] collecting information about products through social media tiktok is fun cheung et al. (2020) [ent4] it's easy to spend time using tiktok social media cheung et al. (2020) interaction [int1] easy to express my opinion through tiktok social media cheung et al. (2020) [int2] easy to express my opinion or conversation with other users via tiktok social media cheung et al. (2020) [int3] it is possible to have two-way interactions through tiktok social media cheung et al. (2020) [int4] you can share information with other users through tiktok social media cheung et al. (2020) 176 the winners, vol. 22 no. 2 september 2021, 173-182 occupation. the majority of respondents are women aged 15-25 years with student work. the outer model analysis provides a specification between latent variables and their manifest variables, variable items source trendiness [tns1] the content found on tiktok social media is the latest content cheung et al. (2020) [tns2] using social media tiktok is very trendy cheung et al. (2020) [tns3] tiktok's social media content is up to date cheung et al. (2020) [tns4] tiktok's social media use is quite fashionable seo and park (2018) customisation [ctn1] you can browse customized information on tiktok social media cheung et al. (2020) [ctn2] tiktok social media provides customized services cheung et al. (2020) [ctn3] tiktok social media provides interesting feed information that i'm interested in cheung et al. (2020) [ctn4] tiktok social media can be used anytime, anywhere interactions will come in. cheung et al. (2020) electronic word of mouth [ewom1] i want to share information about brands, products, or services from tiktok social media with my friends cheung et al. (2020) [ewom2] i want to upload content from tiktok social media on my facebook page or blog cheung et al. (2020) [ewom3] i want to share opinions about brands, goods, or services obtained from tiktok social media with my friends cheung et al. (2020) [ewom4] the information i receive through tiktok is usually trustworthy gvili and levy (2018) brand awareness [baw1] i always know tiktok cheung et al. (2020) [baw2] tiktok characteristics came to my mind quickly cheung et al. (2020) [baw3] i can quickly remember tiktok symbols or logos cheung et al. (2020) [baw4] i often remember tiktok cheung et al. (2020) brand image [bmg1] compared to other brands, tiktok products are of high quality cheung et al. (2020) [bmg2] tiktok has a rich history cheung et al. (2020) [bmg3] i can reliably predict how tiktok will perform cheung et al. (2020) [bmg4] tiktok is a leading company cheung et al. (2020) brand loyalty [bly1] i would recommend the tiktok app to friends fernandes and moreira (2019) [bly2] i am committed to the tiktok app fernandes and moreira (2019) [bly3] i won't buy another brand if the tiktok app is in the play store or app store fernandes and moreira (2019) [bly4] i am loyal to the tiktok app fernandes and moreira (2019) cognitive cbe [cog1] i think a lot about tiktok content fernandes and moreira (2019) [cog2] tiktok interests me fernandes and moreira (2019) [cog3] when i use tiktok i forget everything fernandes and moreira (2019) [cog4] my time passed when i interacted with tiktok fernandes and moreira (2019) affective cbe [aff1] tiktok inspires me fernandes and moreira (2019) [aff2] i'm proud to use the tiktok app fernandes and moreira (2019) [aff3] i use the tiktok app with total dedication fernandes and moreira (2019) [aff4] using the tiktok app makes me happy fernandes and moreira (2019) behavioral cbe [beh1] i spend a lot of time using the tiktok app fernandes and moreira (2019) [beh2] tiktok is one that i use a lot in social media fernandes and moreira (2019) [beh3] in social media i always use the tiktok app fernandes and moreira (2019) [beh4] i've always felt like using the tiktok app fernandes and moreira (2019) source: author (2021) table 1 operationalization of variables (continued) iii. results and discussions the respondents criteria includes tiktok users, respondent gender, respondent age, and respondent's 177using social media marketing.... (santi rimadias, et al) or how each indicator relates to latent variables. the outer model for reflective indicators is done by looking at convergent validity, composite reliability > 0,7 followed by average variance extracted (ave) > 0,5 and cronbach`s alpha value > 0,7 for all constructs (nasution et al., 2020). the statement can be seen in table 2. table 2 respondents’ profile demographic characteristic categories percentage gender men 33,6% women 66,4% age 15-19 41,9% 20-25 47,6% 26-30 5,2% >30 5,2% job student 79,5% officer/profesional 11,8% enterpreneur 6,6% others 0,4% source: data collection results through excel application (2021) it is followed by average variance extracted (ave) > 0,5 and cronbach’s alpha value > 0,7 for all constructs (nasution et al., 2020). the statement can be seen in table 3. table 3 outer model variable average variance extracted (ave) cronbach's alpha (ca) composite reliability (cr) aff 0,818 0,947 0,925 baw 0,855 0,946 0,915 beh 0,857 0,960 0,942 bly 0,832 0,952 0,932 bmg 0,766 0,908 0,847 cbe 0,780 0,972 0,968 cog 0,867 0,929 0,848 ctn 0,784 0,935 0,908 ent 0,818 0,947 0,924 ewom 0,780 0,934 0,906 int 0,807 0,944 0,921 tns 0,824 0,949 0,929 source: smartpls 3.0 (2021) in the outer loading, all indicators of each variable on the model have a loading factor above 0,5 which have met the convergent validity (hair, 2017). all ave values in the research show a construction value greater than 0,5, which can be seen in table 4. table 4 outer loading baw bly bmg ctn ent ewom int tns baw1 0,962 baw2 0,856 baw4 0,953 bly1 0,888 bly2 0,954 bly3 0,865 bly4 0,939 bmg1 0,903 bmg2 0,851 bmg3 0,871 ctn1 0,875 ctn2 0,933 ctn3 0,886 ctn4 0,845 ent1 0,980 ent2 0,945 ent3 0,909 ent4 0,771 ewom1 0,911 ewom2 0,864 178 the winners, vol. 22 no. 2 september 2021, 173-182 baw bly bmg ctn ent ewom int tns ewom3 0,869 ewom4 0,887 int1 0,927 int2 0,936 int3 0,898 int4 0,828 tns1 0,892 tns2 0,937 tns3 0,899 tns4 0,903 source: smartpls 3.0 (2021) table 5 fornell-larcker criterion aff baw beh bly bmg cbe cog ctn ent ewom int tns aff 0,904 baw 0,714 0,925 beh 0,886 0,701 0,926 bly 0,868 0,669 0,782 0,912 bmg 0,858 0,771 0,818 0,760 0,875 cbe 0,973 0,743 0,961 0,871 0,868 0,883 cog 0,910 0,729 0,859 0,888 0,821 0,944 0,931 ctn 0,729 0,661 0,587 0,635 0,813 0,697 0,711 0,885 ent 0,816 0,765 0,732 0,711 0,803 0,786 0,685 0,705 0,904 ewom 0,843 0,792 0,746 0,761 0,826 0,835 0,831 0,761 0,779 0,883 int 0,778 0,793 0,790 0,653 0,832 0,818 0,791 0,787 0,767 0,812 0,898 tns 0,789 0,796 0,619 0,677 0,835 0,740 0,735 0,857 0,823 0,826 0,749 0,908 source: smartpls 3.0 (2021) table 6 heterotrait and monotrait ratio (htmt) aff baw beh bly bmg cbe cog ctn ent ewom int tns aff baw 0,762 beh 0,988 0,735 bly 0,922 0,824 0,843 bmg 0,888 0,984 0,826 0,906 cbe 1,100 0,787 1,059 0,917 0,887 cog 0,971 0,830 0,890 0,944 0,905 1,096 ctn 0,662 0,828 0,646 0,594 0,825 0,625 0,520 ent 0,747 0,806 0,684 0,604 0,755 0,677 0,550 1,068 ewom 0,777 0,831 0,678 0,801 0,812 0,746 0,749 0,764 0,627 int 0,673 0,792 0,646 0,606 0,709 0,662 0,627 0,850 0,721 0,853 tns 0,741 0,990 0,685 0,759 0,892 0,705 0,647 0,971 0,946 0,845 0,795 source: smartpls 3.0 (2021) table 4 outer loading (continued) 179using social media marketing.... (santi rimadias, et al) in the results of cross, loadings can be concluded that all indicators have a coefficient of collation greater than each construct than the value of the correlation coefficient of indicators in other column construct blocks (hair, 2017). therefore, it can be concluded that the discriminant validity in the research is in accordance with the criteria that have been determined (hair, 2017). table 5 and table 6 provide the details of test results. the construct reliability test is measured by the value of cronbach's alpha and composite reliability. next for cronbach's alpha value, all constructs must be higher than 0,7 (hair, 2017). in the research, the entire value of cronbach's alpha > 0,7 (hair, 2017). it can be concluded that all indicators in the research have been consistent in measuring the construct (hair, 2017). the test of structural models or inner models by looking at the value of r-squared is a test of the goodness-fit model. the r-squared cbe value is 0,775 showing that consumer brand engagement can be explained by entertainment, interaction, trendiness, customisation, and ewom by 77,5% while the rest is explained by other factors. the r-squared brand awareness value is 0,552 revealing that brand awareness can be explained by consumer brand engagement by 55,2% while the rest is identified by other factors. the r-squared brand image value is 0,753 which reveals that brand image can be explained by consumer brand engagement by 75,3% while the rest is explained by other factors. lastly, the r-squared brand loyalty value is 0,759 which shows that brand loyalty can be explained by consumer brand engagement by 75,9% while the rest is explained by other factors. in the structural model, data analysis is conducted to look for some significant associations between exogenous variables and endogenous variables. the t-statistic value is calculated using calculate pls bootstrapping. all indicators with a t-statistic value > 1,96 (rounded in half) can be said that h0 is rejected or significant, or if the value of p-value < 0,05, which can be seen in table 7. table 7 path coefficients effects path coefficients mean standard deviation t-statistics p values result cbe => baw 0,644 0,647 0,050 12,902 0,000 accepted cbe => bly 0,796 0,796 0,030 26,339 0,000 accepted cbe => bmg 0,703 0,705 0,035 19,899 0,000 accepted ctn => cbe -0,082 -0,079 0,064 1,286 0,199 rejected ent => cbe 0,267 0,266 0,077 3,486 0,000 accepted ewom =>cbe 0,400 0,397 0,072 5,526 0,000 accepted int => cbe 0,176 0,177 0,080 2,202 0,000 accepted tns => cbe 0,099 0,101 0,069 1,447 0,149 rejected source: smartpls 3.0 (2021) figure 2 outer model source: author (2021) 180 the winners, vol. 22 no. 2 september 2021, 173-182 based on table 7 and figure 2, the result of the t-statistic value is 3,486 > 1,96 so it can be concluded that there is a positive and significant influence of entertainment on consumer brand engagement. in previous research, entertainment leads to a positive consumer experience to build consumer psychology in the brand by building consumer brand engagement. interaction has a positive impact on consumer brand engagement. the result of the t-statistic value is 2,202 > 1,96 so it can be concluded that there is a positive and significant influence of interaction towards consumer brand engagement. this is in line with the previous research that interaction is found to have positive impact by increasing customer satisfaction and being active on social media to develop further in consumer brand engagement. regarding trendiness towards consumer brand engagement, the result of the t-statistic value is 1,447 < 1,96. it can be concluded that there is a negative and insignificant influence of trendiness on consumer brand engagement. nevertheless, the result is not in line with the previous research finding that trendiness has positive influence since trendy information helps attract consumer attention, arouses positive feelings, and encourages loyalty intentions. the argument supports that trendiness can strengthen consumer emotional in contributing to strengthening consumer brand engagement. regarding the effect of customisation on consumer brand engagement, the result of the t-statistic value is 1,286 < 1,96. it is concluded that customisation has a negative and insignificant influence on consumer brand engagement. in contrast, previous research shows that customisation has positive impact as it improves consumers' cognitive understanding of brands, as well as increases brand love that can strengthen consumer brand engagement. electronic word of mouth is found to have a positive and significant influence on consumer brand engagement since the result of the t-statistic value is 5,526 > 1,96. the result is in line with the preceding research finding that electronic word of mouth on social media platforms and users help create a positive brand experience and beneficial emotions for the brand to strengthen consumer brand engagement. next, it is found that consumer brand engagement significantly and positively impacts brand loyalty since the result of the t-statistic value is 26,339 > 1,96. the result is considered in line with earlier research identifying consumer brand engagement allows customers to grow loyalty to the brand and use the current and future brands, so it influences current and future sales constantly. the research finds that consumer brand engagement has a positive and significant impact on brand awareness as the result of the t-statistic value is 12,902 > 1,96. the finding supports previous research discovering that consumer brand engagement encourages some information related to the brand among consumers, strengthens the interaction between consumers and brands by attracting their attention, and allows consumers to keep the brand in mind. lastly, regarding consumer brand engagement’s impact on brand image, the result of the t-statistic value is 19,899 > 1,96. thus it is believed that consumer brand engagement positively and significantly influences towards brand image. the finding supports the preceding research which states that consumer brand engagement can react in response to consumer content on social media to help consumers solve a problem. the emotional attachment to the brand is built through account-based management (abe) by improving the brand's strong and positive attitudes. iv. conclusions data analysis conducted using sem pls method comes up with several conclusions. first, entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. in developing the tourism sector, entertainment, electronic word of mouth, and interaction in tiktok application need to be improved for consumer brand engagement to increase. however, customisation and trendiness do not affect consumer brand engagement since tiktok focuses more on spreading entertaining information. second, consumer brand engagement is found to have positive influences towards brand awareness, brand image, and brand loyalty. in creating customer relations to develop the tourism sector in indonesia, it is necessary to keep up the efforts to increase brand awareness, brand image, and brand loyalty. the results show that consumer brand engagement (cbe) is the main factor influencing brand awareness, brand image, and brand loyalty in the tourism sector in indonesia. cbe predominantly affects brand loyalty, with a coefficient path value of 0,871. this means that cbe or good relations with tourism customers in indonesia must be improved for brand loyalty, in this case loyalty to tourism, to increase. furthermore, cbe also affects brand image and brand awareness. therefore, tourism managers should pay attention to various items on the cbe's ease of expressing opinions or conversations with other users, building two-way interactions, and sharing information with other users through tiktok platform. meanwhile, cbe is built from the social media marketing model consisting of entertainment, interaction, trendiness, customisation, and ewom. electronic word of mouth is the most dominant influencing cbe with a coefficient path value of 0,424, followed by interaction and entertainment, with coefficient path values of 0,335 and 0,262, respectively. it is advisable that tourism managers pay more attention to ewom, interaction, and entertainment in building good relationships with customers. ewom as the dominant factor influencing cbe can be built by providing information about the brand, opinion, products, or tourism services of tiktok shared with its users, and producing interesting and creative tiktok content so that users do not hesitate from tiktok 181using social media marketing.... (santi rimadias, et al) social media on their facebook page or blog. the research has its limitation since it only focuses on tiktok users aged 20 25 years. further research can focus on a wider range of objects on tourism in various regions in indonesia such as yogyakarta, bandung, etc. then further research can use other applications to be researched such as youtube, facebook, twitter, etc. similar research can be done using based on the tiktok phenomenon which is quite rapidly developing as one of the social media. in the future, the social media marketing model can be used to assess the effectiveness of smes' business in indonesia by using tiktok application. references barger, v., peltier, j. w., & schultz, d. e. (2016). social media and consumer engagement: a review and research agenda. journal of research in interactive marketing, 10(4), 268-287. https://doi.org/10.1108/ jrim-06-2016-0065. bilgin, y. 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(2021). unwto world tourism barometer. https://doi.org/10.18111/wtobarometereng. microsoft word 07_adrian hidayat_ok_final.doc 180 journal the winners, vol. 9 no. 2, september 2008: 180-190 integrasi ekonomi asia: solusi asia menghadapi krisis global 2008 adrian hidayat sekolah tinggi ekonomi buddhi, tangerang, banten ahnangka67@yahoo.com abstract no economies throughout the region managed to escape from the "global economic crisis in 2008" that was initiated in the united states. this is a logical consequence of the global economy that has been rolling along. the world economy is increasingly becoming more integrated and interdependent with one another. exposure stems from the economic crisis in the prolonged united states subprime mortgage financial crisis, and eventually dragged the european economy, and also asia. the asian region was only affected, but even if only the impact of course, was enough to overwhelm the asian region since the crisis has a major impact on a country's foreign exchange reserves. therefore, after the g-20 summit held in washington on november 15, 2008, the three major asian countries, namely china, japan and south korea held a summit in fukuoka japanese initiative, which was attended by the three heads of government. this summit was to bring fresh air for the asian region, because in addition to having a positive impact on asian stocks, it also provides a new self confidence that asia has formed an alliance that would at least fortify themselves (region) with the resulting stimulus policy. this initiative to find a solution is eventually expanded, and was welcomed by asean countries, known as asean plus three. since in asia there is already the east asia summit (east asia summit), the negotiations and the name of the group changed into the 6 partner countries of asean. these six countries are japan, china, south korea, australia, new zealand, and india. keywords: global crisis, asian area, economic integration abstrak perekonomian seluruh kawasan tidak ada yang luput dari ”global economic crisis 2008” yang bermula dari amerika serikat. hal ini merupakan konsekuensi logis dari perekonomian global selama ini, yaitu perekonomian dunia semakin menyatu dan saling tergantung satu dengan lainnya. terpaan krisis in bermula dari perekonomian amerika serikat yang dilanda krisis finansial subprime mortgage yang berkepanjangan, dan akhirnya menyeret perekonomian kawasan eropa, dan juga asia. kawasan asia hanya terkena dampaknya, namun keadaan ini sudah cukup membuat kawasan asia kewalahan untuk mengatasi karena krisis akan mempertaruhkan cadangan devisa suatu negara. oleh karenanya, setelah ktt g-20 yang berlangsung di washington pada tanggal 15 november 2008, tiga negara besar asia, yaitu china, jepang, dan korea selatan mengadakan inisiatif ktt di fukuoka jepang yang dihadiri oleh ketiga kepala pemerintahan tersebut. ktt sungguh membawa angin segar bagi kawasan asia karena selain memiliki dampak positif terhadap bursa asia, juga memberikan self confidence baru bahwa kawasan asia sudah membentuk aliansi yang paling tidak akan membentengi diri (kawasan) dengan kebijakan stimulus yang dihasilkan. inisiatif upaya mencari solusi ini akhirnya diperluas dan disambut oleh negara asean, yang dikenal dengan asean plus tiga. oleh karena di asia ada ktt asia timur (east asia summit), maka perundingan dan nama kelompok bergulir menjadi enam negara mitra asean, yaitu jepang, china, korea selatan, australia, selandia baru, dan india. kata kunci: krisis global, kawasan asia, integrasi ekonomi integrasi ekonomi …... (adrian hidayat) 181 pendahuluan angin segar dari pertemuan g-20 terlihat di national building museum, washington dc, tanggal 15 november 2008. di gedung yang dibangun pada 1882-1887 ini dilangsungkan pertemuan kepala negara dari g-20, yaitu suatu perhelatan yang ditunggu banyak pihak. banyak yang memiliki ekspektasi tinggi terhadap hasil pertemuan ini. tak salah karna dunia saat ini sedang membutuhkan jawaban. resesi yang terjadi di amerika serikat dan sebagian eropa tampaknya akan menjadi sangat serius. oleh karena itu, perlu dilakukan langkah cepat dan koordinasi untuk mempertahankan pertumbuhan ekonomi di tengah resesi yang terjadi di amerika serikat dan eropa. kebijakan yang bersifat counter cyclical di dalam kebijakan fiskal dan moneter diharapkan dapat meminimalisasi dampak. langkah bersama akan lebih efektif dibandingkan dengan langkah unilateral atau sendirisendiri. oleh karenanya, pertemuan kepala negara di g-20 ini juga diharapkan menghasilkan sebuah kesepakatan mengenai perlunya meregulasi sektor keuangan. salah satu penyebab utama krisis keuangan adalah lemahnya pengawasan dan peraturan yang ada di sektor keuangan. produk di sektor finansial berkembang lebih cepat dibandingkan dengan regulasi yang ada. oleh karena itu, salah satu langkah penting yang harus diambil adalah memperbaiki peraturan yang ada. bersyukurlah telah ada ktt g-20. melalui ktt g-20 ini terdapat poin yang positif yang mengatakan, ”mengambil aksi apapun yang diperlukan untuk menstabilkan sistem keuangan”. poin ini sudah ditindaklanjuti dan membuahkan pertemuan tiga raksasa asia, yaitu china, jepang, dan korea selatan, dan diwakili oleh pimpinan negara masing-masing, yaitu perdana menteri jepang taro aso, perdana menteri china wen jiabao, dan presiden korea selatan lee myung bak di fukuoka, jepang, sabtu tanggal 13 desember 2008. ruang lingkup pembahasan yang akan dibahas lebih lanjut meliputi beberapa hal seperti mengapa krisis global ini bisa terjadi?, peran penting ktt g-20 dalam inisiatif mengatasi krisis, inisiatif negara-negara di kawasan asia, kekuatan ekonomi global berubah, peran 6 mitra asean dalam solusi krisis global 2008, dan manfaat bagi indonesia. tujuan penelitian adalah (1) ingin berpartisipasi untuk memberikan pencerahan mengenai perhelatan kerjasama 3 raksasa kawasan asia, yang selanjutnya berkembang menjadi 6 mitra asean ini dan upayanya bagi solusi krisis global 2008; (2) mengidentifikasi sejauh mana dampak g-20 terhadap solusi krisis 2008; (3) mengidentifikasi bahwa bisnis yang dijalankan harus ada aturan mainnya yang jelas dan transparan. oleh karenanya, perlu ada sistem dan perundang-undangan baru yang berlaku; dan (4) mengidentifikasi perlunya kerjasama yang erat, cepat, dan terkoordinasi untuk mempertahankan pertumbuhan ekonomi dari negara-negara krisis. sementara itu, manfaat penelitian adalah (1) memberikan kewaspadaan bagi kita semua bahwa krisis sudah berjalan dan belum ada yang berani memastikan kapan krisis ini akan berakhir; (2) tatanan perekonomian dunia akan berubah, baik itu dari kurs mata uang seluruh dunia, juga terhadap sistem dan perundang-undangannya; dan (3) kita sebagai pribadi dapat mengambil langkah-langkah bijak untuk bertahan dan mempertahankan aset kita dalam era krisis global 2008 ini. beberapa pendapat ekonom tentang krisis ekonomi saat ini adalah sebagai berikut. alan greenspan, ex-chairman of the federal reserve, pada bulan maret 2008, mengatakan “the 2008 financial crisis in the united states is likely to be judged as the harshest since the end of world war ii”. yang berarti bahwa krisis 2008 saat ini adalah krisis yang terberat yang pernah terjadi di amerika serikat sejak setelah perang dunia ke-2. sedangkan warren buffett pada bulan maret 2008, dalam wawancara oleh cnbc, mengatakan “by a "common sense definition", the u.s. economy is already in 182 journal the winners, vol. 9 no. 2, september 2008: 180-190 a recession. yang berarti bahwa secara logika akal sehat, ekonomi amerika serikat sudah berada dalam resesi ekonomi. fakta dan asal mula krisis di amerika serikat adalah sebagai berikut. fred e. foldvary mengatakan “in 2008, an economic recession was suggested by several important indicators of economic downturn. these included high oil prices, which led to both the drastic high food prices (due to a dependence of food production on petroleum, as well as using food crop products such as ethanol and biodiesel as an alternative to petroleum) and global inflation; a substantial credit crisis leading to the drastic bankruptcy of large and well established investment banks as well as commercial banks in various, diverse nations around the world; increased unemployment; and signs of contemporaneous economic downturns in major economies of the world, a global recession”. yang berarti bahwa di tahun 2008, resesi ekonomi berasal dari beberapa indikator ekonomi yang penting seperti tingginya harga minyak dunia, yang akan mendorong tingginya harga bahan pangan (karena sangat tergantungnya produksi bahan pangan dengan harga minyak dunia, juga bahan pangan itu diubah menjadi etanol dan bio diesel, sebagai energi alternatif pengganti minyak), dan inflasi global; krisis perkreditan yang sangat mendasar, yang mengarah pada bangkrutnya lembaga bank investasi yang besar dan sudah berkembang, juga beberapa bank komersial; serta meningkatnya pengangguran. pengertian subprime mortgage adalah sebagai berikut. evans-pritchard mengatakan “many usa mortgages issued in recent years are subprime, meaning that little or no downpayment was made, and that they were issued to households with low incomes and assets, and with troubled credit histories. when usa house prices began to decline in 2006-07, mortgage delinquencies soared, and securities backed with subprime mortgages, widely held by financial firms, lost most of their value. the result has been a large decline in the capital of many banks and usa government sponsored enterprises, tightening credit around the world”. yang berarti bahwa banyak kredit perumahan terjadi di amerika serikat dalam beberapa tahun terakhir ini adalah sangat berisiko, yang artinya kredit preumahan tersebut diberikan tanpa uang muka, dan diberikan kepada rumah tangga yang berpenghasilan rendah, dan mempunyai catatan kredit bermasalah. pada tahun 2006-2007, terjadi kenaikan suku bunga kredit, mulailah permasalahan kredit perumahan tersebut merebak, kredit perumahan itu di sekuritisasi, dan banyak dipegang/dibeli oleh lembaga finansial, dan akhirnya lembaga keuangan tersebut banyak kehilangan nilai asetnya akibat sekuritisasi aset tersebut turun harganya. alhasil adalah ambruknya sisi permodalan dari banyak perbankan dan pemerintahan amerika serikat memberitahu lembaga keuangannya untuk mengetatkan kredit di seluruh dunia. pembahasan analisis dan kemungkinan solusi peran g-20 economic summit untuk turut mencari solusi dalam krisis global adalah sebagai berikut. para pemimpin dunia yang bertemu di washington dc, pada tanggal 15 november 2008 lalu berusaha untuk memecahkan kebuntuan krisis ini. saat ini brazil memegang kepemimpinan bergilir g-20. anggota g-20 adalah 7 negara maju atau sering disebut dengan g-7, yaitu inggris, kanada, perancis, jerman, italia, jepang, dan amerika serikat. negara lainnya (g-13) adalah afrika selatan, argentina, australia, brazil, china, india, indonesia, korea selatan, meksiko, rusia, arab saudi, turki, dan uni eropa. beberapa poin resmi pemimpin g-20 adalah sebagai berikut. menurut rancangan naskah pengumuman resmi, pemimpin g-20 setuju untuk melakukan aksi secepatnya, termasuk stimulus fiskal yang diperlukan demi menstabilkan keuangan dan memicu perkembangan ekonomi global yang makin terpuruk (gambar 3, pertumbuhan ekonomi global 2008). integrasi ekonomi …... (adrian hidayat) 183 pemimpin g-20 memberi dukungan kepada negara berkembang untuk mendapatkan suara yang lebih besar di keuangan global. adapun bentuk dukungannya adalah (1) langkah-langkah fiskal untuk menaikkan permintaan; (2) kebijakan pada bidang keuangan yang diperlukan; (3) dana lebih untuk imf dalam rangka membantu negara berkembang; (4) berjuang untuk sebuah terobosan tahun ini dalam perundingan perdagangan di doha; (5) reformasi institusi bretton woods untuk memberi negara berkembang suara yang lebih bersamaan dengan kekuatan ekonomi yang berubah; (6) dewan pengawas untuk memeriksa bank-bank besar dunia; (7) mengulas standar akutansi, gaji ceo, aturan kebangkrutan, agen penilaian pinjaman, dan melakukan transparansi terhadap produk ”credit default swaps”. menteri-menteri keuangan negara g-20 diintruksikan untuk bekerja lebih spesifik pada langkah-langkah di atas sampai dengan 31 maret 2009, sebelum pertemuan berikutnya. langkah ekonomi ”lebih banyak yang mesti dilakukan untuk menstabilkan pasar finansial dan mendukung perkembangan ekonomi. momentum ekonomi telah melambat di negara besar dan melemahkan pandangan global ke depan. ”dengan latar belakang kondisi ekonomi yang makin melemah, kami bersetuju bahwa dibutuhkan kebijakan yang lebih luas”. beberapa langkah yang harus diterapkan adalah (1) mengambil aksi apapun yang diperlukan untuk menstabilkan sistem keuangan; (2) lebih mengenal pentingnya kebijakan dukungan keuangan jika dipandang perlu; (3) membantu negara berkembang mendapatkan akses keuangan, termasuk fasilitas likuiditas dan program dukungan. perundingan perdagangan ”kami menggaris-bawahi pentingnya penolakan proteksionisme karena tidak tepat pada saat ketidakpastian finansial”. beberapa langkah yang harus diterapkan adalah (1) tidak menaikkan hambatan perdagangan dalam 12 bulan ke depan; serta (2) mengusahakan mulainya kembali perundingan perdagangan dunia pada akhir tahun. ”kami akan berjuang untuk mencapai kesepakatan tahun ini yang mengantar pada kesuksesan doha development agenda wto dengan hasil yang besar dan seimbang. kami mengimbau menteri-menteri perdagangan untuk meraih hasil ini”. institusi keuangan global ”kami berkomitmen untuk memajukan reformasi institusi bretton woods sehingga mereka dapat mencerminkan perubahan beban ekonomi dunia dengan tujuan menambah legitimasi dan keefektifan. peran negara berkembang termasuk negara yang termiskin untuk mendapatkan suara dan perwakilan yang lebih banyak”. langkah jangka pendek yang dilakukan adalah (1) dengan cepat memperluas keanggotaan financial stability forum (fsf) untuk mengikutsertakan negara berkembang; (2) imf dan fsf bekerja bersama, imf dengan fokus pada pengawasan dan fsf pada standar kebijakan; serta (3) membantu negara dan ekonomi berkembang mendapatkan akses keuangan dan memastikan imf, bank dunia, dan bank pengembangan multilateral mendapatkan dana yang cukup. sedangkan langkah jangka menengah yang dilakukan adalah (1) reformasi secara menyeluruh imf dan bank dunia; (2) memberikan negara berkembang hak suara lebih besar; serta (3) memperkuat peran pengawasan imf dalam memberikan saran soal ekonomi makro dan stabilitas keuangan. aturan kebijakan ”kami akan mengimplementasi reformasi yang akan memperkuat pasar keuangan dan kebijakan pemerintah untuk mencegah krisis di masa yang akan datang”. kebijakan adalah tanggung jawab nasional, tetapi kerja sama internasional harus diperkuat. 184 journal the winners, vol. 9 no. 2, september 2008: 180-190 langkah jangka pendek yang dilakukan adalah (1) membangun dewan pengawas untuk semua bidang institusi keuangan internasional. bank besar harus bertemu secara teratur dengan dewan pengawas mereka; (2) mengaitkan sistem penggajian eksekutif dengan risiko keputusan bisnis yang diambilnya; (3) memastikan agen penilai pinjaman memenuhi standar kebijakan global agar menghindari konflik kepentingan dan menyediakan penjelasan yang lebih baik; (4) standar akuntansi diperbaiki; (5) ”hedge fund” dan dana ekuitas privat untuk mempercepat kesepakatan praktek terbaik. perlu ada penjelasan produk finansial yang rumit dan memastikan kelengkapan dan keakuratan laporan kondisi keuangan perusahaan. konferensi tingkat tinggi g-20 inilah dengan butir-butir kesepakatannya, memberikan inisiatif bagi negara-negara di kawasan asia yang juga terkena dampaknya, untuk segera menggelar pertemuan-pertemuan penting untuk menindak-lanjuti ktt g-20. walaupun negara-negara di kawasan asia masih terdapat gesekan politik, para pemimpinnya untuk sementara waktu, semoga untuk selanjutnya, mencoba bekerjasama untuk suatu perhelatan yang lebih besar, yaitu perbincangan masalah ekonomi negara yang terimbas krisis global 2008. oleh karenanya, negara-negara di kawasan asia, setelah adanya ktt g-20, sibuk menggelar kebersamaan di antara sesama kawasan. analisis ekonomi di kawasan asia pasifik dan perekonomian global krisis yang melanda amerika serikat tidak selamanya buruk untuk disikapi karena seperti 2 sisi mata-uang, terdapat peluang (opportunity) dan tantangan (threat). memang terjadi bahwa mitramitra dagang amerika serikat dan dunia eropa berjatuhan, terdapat koreksi ekspor migas dan nonmigas. namun, positive point-nya adalah bahwa harga minyak cenderung turun dan mengurangi dampak inflasi, dan negara-negara dan industri berlomba-lomba melakukan cutting cost untuk memperkecil pengeluaran. hal ini adalah koreksi yang memiliki efek positif. menurut para ekonom dari anz bank (kompas, 5 desember 2008), ”pertumbuhan kawasan asia turun dari 9% menjadi 6,25% pada tahun 2009. menurut lembaga pemeringkat standard & poor’s, pertumbuhan ekonomi di asia pasifik juga akan melemah. beberapa faktor masih dapat menutupi pelemahan itu. pertumbuhan perdagangan di kawasan merupakan faktor yang dapat menstimulasi permintaan. hal ini bisa terwujud melalui ekspansi moneter dan fiskal. ekspansi ini bisa dilakukan karena tekanan inflasi yang mereda”. artinya, tekanan inflasi mereda salah satunya adalah karena dunia perbankan di asia termasuk indonesia sudah menurunkan tingkat suku bunga kreditnya, selain daripada beberapa stimulus fiskal yang diberikan. pertumbuhan ekonomi amerika serikat dari tahun ke tahun tidak menggembirakan. di tahun 2007 hanya mencatat pertumbuhan sebesar 2,0%, dan ini jauh dari pertumbuhan ekonomi dunia sebesar 5,0%, apalagi dibandingkan dengan india (9,3%), dan china (11,9%). di tahun 2008, beberapa negara kawasan mencatat pertumbuhan menurun dibandingkan tahun 2007 karena sudah terlihat dampak krisis, yaitu seperti pertumbuhan ekonomi dunia hanya sebesar 3,9%, dari sebelumnya 5%. perekonomian amerika serikat melambat sebesar 1,6%, jepang sebesar 0,7%, china sebesar 9,7%, dan india sebesar 7,9%. berdasarkan prediksi dari imf dan standard chartered, perekonomian dunia di tahun 2009 masih akan melambat, yaitu perekonomian dunia akan bertumbuh sekitar 3,0%, amerika serikat sebesar 0,1%, zona euro sebesar 0,2%, jepang sebesar 0,5%, china sebesar 9,3%, dan india sebesar 6,9%. angka-angka ini cukup masuk akal, di mana di era krisis global seperti ini banyak negaranegara di berbagai kawasan dunia mengalami gangguan ekspor dan impor, maka secara nyata terdapat koreksi terhadap pertumbuhan ekonomi dunia. terobosan yang berupa pemikiran kreatif harus dicari agar perekonomian dunia ini tidak bertambah parah lagi, yang memiliki risiko atau dampak psikologis dan sosial di negara masing-masing. integrasi ekonomi …... (adrian hidayat) 185 negara-negara berkembang saat ini memiliki pengaruh dan kekuatan lebih besar (karena krisis bukan dimulai dari kawasan asia), dan oleh karenanya dilibatkan dalam konferensi tingkat tinggi kelompok 20 (g-20). negara-negara berkembang seperti china, brazil, india, dan indonesia memegang posisi kunci dalam keputusan ekonomi global pada era krisis saat ini karena nantinya mereka menjadi lokasi bagi seluruh pertumbuhan ekonomi dunia pada 2009. ”negara-negara berkembang bukanlah penyebab terjadinya krisis ini, tetapi mereka juga terimbas krisis dengan dalam akibat krisis di negara-negara maju”, ujar perdana menteri india manmohan singh. dalam pertemuan itu, juga disepakati untuk membantu negara-negara berkembang yang terkena krisis seperti sulit mendapatkan akses pada kredit karena keadaan finansial yang sulit seperti sekarang ini. menurut para ekonom dari anz bank (kompas, 5 desember 2008), mereka membedakan negara-negara di asia menjadi 2 kelompok. kelompok pertama, negara yang memiliki ketergantungan besar terhadap ekspor seperti hongkong, korea selatan, taiwan, dan singapura. negara-negara ini akan merasakan dampak lebih berat dibandingkan dengan indonesia, malaysia, filipina, thailand, dan vietnam. kelompok kedua seperti indonesia, malaysia, filipina, thailand, dan vietnam lebih mengandalkan konsumsi domestik dan investasi untuk menunjang pertumbuhan dibandingkan dengan kelompok pertama. gambar 1 pertumbuhan dan inflasi pada tahun 2008 dan 2009 gambar 2 pertumbuhan ekonomi asia pasifik 186 journal the winners, vol. 9 no. 2, september 2008: 180-190 gambar 3 pertumbuhan ekonomi global 2008 peran tiga raksasa asia jepang, china, dan korea selatan bertemu dan sepakat bekerja sama untuk mengatasi krisis keuangan global. kesepakatan itu dicapai dalam pertemuan puncak trio pemimpin asia, yaitu perdana menteri jepang taro aso, perdana menteri china wen jiabao, dan presiden korea selatan lee myung bak di dazaifu, jepang, sabtu tanggal 13 desember 2008. gambar 4 posisi cadangan devisa china, jepang, dan korea selatan adalah negara-negara di asia yang memiliki perekonomian terpenting di kawasan, dan memiliki pangsa pasar 75% dari total produk domestik bruto (pdb) asia. sekitar 60% dari total perdagangan di asia terjadi di 3 negara tersebut. oleh karenanya, ketiganya perlu bekerja sama secara kreatif untuk memberikan stimulus-stimulus baru agar perekonomian di kawasan asia khususnya dapat tetap bertahan, bahkan tetap bertumbuh di era terpaan krisis global yang melanda dunia. membaiknya perekonomian kawasan asia akan membantu cepat pulihnya perekonomian dunia. integrasi ekonomi …... (adrian hidayat) 187 para pemimpin sepakat soal pentingnya melakukan langkah untuk mendorong permintaan, setuju menghilangkan hambatan perdagangan baru dalam 12 bulan mendatang. ketiga negara juga sepakat mendorong kerja sama kawasan untuk melakukan currency swaps. currency swaps adalah sebuah fasilitas untuk meminjamkan cadangan devisa bagi negara yang kesulitan membayari kewajiban luar negeri. jepang, china, dan korea selatan bertemu dan sepakat bekerja sama untuk berbagai langkah antisipasi maupun penanganan krisis sudah dilakukan di berbagai negara di kawasan asia pasifik. segala macam jurus dikeluarkan, seperti sebagai berikut. pertama, mempererat kerjasama perdagangan di kawasan asia. langkah antisipasi ini dirasa sangat penting karena di kawasan asia terdapat beberapa negara besar seperti indonesia yang sangat bergantung pada industri ekspor, namun juga sangat bergantung dengan konsumsi produknya pada pasar domestik seperti indonesia, malaysia, filipina, thailand, dan vietnam. sesuatu yang perlu dicatat adalah bahwa sebanyak 13 negara dari 14 negara di kawasan merupakan anggota dari organisasi perdagangan dunia (wto). hal ini lebih jelas lagi bahwa secara moral mereka harus menjaga kekompakan perdagangan di kawasan terutama di era krisis global seperti saat ini. beberapa sisi positif dari semakin eratnya kerjasama perdagangan adalah akan semakin kecilnya bentuk aksi penyelundupan, ataupun juga perilaku dumping perdagangan di kawasan asia. sisi positif lainnya adalah devisa negara akan tetap terpelihara dengan baik, yaitu dengan tidak adanya aksi penyelundupan dan perilaku dumping yang akan senantiasa akan berakibat menurunkan penerimaan negara. kedua, kebijaksanaan fiskal. langkah antisipasi ini dirasa juga sangat penting karena walaupun sedikit berdampak terhadap penerimaan negara, namun jauh lebih besar lagi manfaatnya bagi dunia industri perdagangan/sektor riil untuk bisa tetap bertahan (survive) dalam krisis global 2008 sehingga akan berdampak minimal terhadap sektor ketenaga-kerjaan (employment). semakin kondusifnya stimulus fiskal yang digulirkan, maka akan semakin minimal dampak yang ditimbulkan pada sektor riil, yang akibatnya pada tingkat pengangguran (unemployment). kebijakan fiskal contohnya berupa penurunan atau penundaan pembayaran pajak, harga bahan bakar minyak yang semakin menguntungkan perekonomian negara serta penundaan kenaikan-kenaikan beberapa tarif seperti tarif tol, perusahaan air minum (pam), perusahaan listrik negara (pln), telkom, dan sejenisnya. ketiga, kebijaksanaan moneter. langkah antisipasi berikutnya yang tidak kalah pentingnya adalah dari sisi moneter. bank-bank sentral di setiap negara saat ini sedang sibuk mengamati pergerakan nilai tukar dan pertumbuhan sektor riilnya. hal ini karena keduanya bahu-membahu sangat berperan bagi turut menggairahkan keberadaan sektor riil. kebijakan moneter berupa pengaturan uang beredar agar lebih besar dan penurunan tingkat suku bunga sangat diperlukan untuk memberi stimulus bagi pertumbuhan ekonomi. langkah rangsangan bank sentral ini mutlak diberikan untuk memberi support sektor perekonomian dalam melakukan bisnisnya. penurunan tingkat suku bunga drastis sudah dilakukan di thailand. ada juga paket-paket stimulus di berbagai negara asia bernilai mulai dari 1 miliar dollar as di vietnam hingga 600 miliar dollar as di china. kerja sama di tingkat multilateral dalam mengatasi krisis juga sudah mulai dilakukan. negaranegara asean plus 3 (china, korea selatan, dan jepang) telah mencapai komitmen membentuk dana bersama sejumlah 80 miliar dollar as. dana ini akan digunakan untuk skema swap multilateral baru yang dimulai pada pertengahan tahun 2009. pembentukan dana ini dicapai di sela-sela pertemuan asia-eropa (asem) ke-7 yang berlangsung di beijing, china, oktober lalu. dengan fasilitas ini, anggota dapat menarik pinjaman jangka pendek melalui mekanisme swap mata uang domestik terhadap dollar as, euro, atau yen jepang. pengertian swap adalah pertukaran suatu valuta dengan valuta lainnya atas dasar kurs yang disepakati. langkah ini dilakukan untuk mengantisipasi pergerakan kurs pada masa mendatang. biasanya, dana itu antara lain digunakan untuk menjaga kurs mata uang suatu negara dan menjaga level cadangan devisa. skema multilateral ini akan menggantikan swap mata uang yang saat ini sudah ada, yaitu inisiatif chiang mai. dalam kesepakatan baru itu, 188 journal the winners, vol. 9 no. 2, september 2008: 180-190 korea selatan, china, dan jepang setuju menyediakan 80% dari total dana atau 64 miliar dollar as. adapun 10 negara anggota asean menanggung sisanya. peran pemerintah indonesia peran pemerintah indonesia harus semakin jelas terlihat oleh rakyatnya. selain daripada beberapa langkah kebijakan fiskal, kebijakan moneter, dan kerjasama ekonomi multilateral, pemerintah diharapkan semakin arif dan bijaksana dalam menyikapi krisis global 2008 ini, yaitu diperlukan kreatifitas tinggi dan inovasi yang tiada hentinya dengan mempersiapkan ketahanan nasional ke dalam negeri, seperti sebagai berikut. pertama, produk substitusi impor. ide kreatif ini harus digalang oleh pemerintah, yaitu departemen perindustrian dan perdagangan dengan mitra-mitra kerjanya di sektor riil agar menciptakan produk-produk substitusi impor. selain tetap bisa meminimalisasi dampak phk (unemployment), hal ini akan banyak menghemat devisa. kedua, penciptaan lapangan kerja baru yang padat karya. penciptaan lapangan kerja baru yang menampung padat karya sangat efektif untuk mengalihkan tenaga kerja yang terkena phk, misalnya pembangunan jalan tol, pembangunan/renovasi bandara-bandara yang kurang memadai, dan lain sebagainya. kampanye besar-besaran/himbauan kepada masyarakat untuk lebih menggunakan produk dalam negeri merupakan suatu bentuk nyata menghemat devisa, sekaligus akan membantu agar sektor riil dapat terus memasarkan produknya di dalam negeri sehingga akan turut mengurangi dampak pengangguran yang semakin meningkat. ketiga, konsolidasi internal pemerintah. selain daripada adanya tantangan (threads) juga terdapat peluang (opportunity), maka perlu dicermati kiranya peluang-peluang apa saja yang ada dalam krisis global 2008 ini. menurut hemat saya, tahun 2009 ini adalah baik apabila digunakan sebagai tahun konsolidasi nasional, yaitu membenahi berbagai permasalahan yang ada dengan arif dan bijaksana, agar diciptakan pemerintahan yang bersih, ramping, berwibawa sehingga mampu bersamasama menghadapi krisis global 2008 dengan baik. keempat, membangun pasar domestik (cinta produk dalam negeri). membangun/ menggalang pasar domestik yang begitu besar (sebelum negara-negara asia lainnya menikmati pasar domestik kita), untuk lebih menjadikan produk negeri menjadi tuan rumah di negaranya sendiri. ini adalah kesempatan (opportunity) bagi negara yang sebaiknya disikapi. hal ini selain baik bagi pertumbuhan devisa negara (lebih hemat, dan tidak terjadi pemborosan di saat krisis), juga akan sangat baik bagi kalangan industri nasional, yaitu tetap tumbuh dan produknya dicintai oleh pasar dalam negeri sendiri. apabila kampanye ini berhasil, secara jangka panjang akan menuai dampak yang positif, yaitu apresiasi bagi pemerintah, dan identitas/harga diri bangsa meningkat. dengan semakin sigapnya pemerintah dalam melakukan antisipasi, kredibilitas pemerintah atau tingkat kepercayaan masyarakat terhadap pemerintahnya akan relatif meningkat. dampak positif ini akan bergaung dan dirasakan nantinya ke beberapa sektor perekonomian lainnya seperti membaiknya nilai tukar, pasar saham, meningkatnya penerimaan devisa dan seterusnya. apabila secara internal indonesia sudah cukup kuat, maka tinggal mewaspadai serbuan barang impor yang mencari pasar domestik di indonesia dan imbas melemahnya nilai tukar dunia. ide kreatif ini harus digulirkan sedini mungkin, agar tidak menjadi sia-sia. namun sayangnya, pemikiran kreatif yang mulia ini dihadapkan dengan banyak tantangan, yaitu di antaranya peristiwa pesta besar pemilu 2009 dan egositas pribadi dari orang-orang yang menjabat di pemerintahan. sayang sekali gayung tidak bersambut sehingga keterlambatan dan tidak efektifnya kinerja terus saja terjadi. padahal momentum sudah terbuka dari ktt g-20 sampai pada ktt mitra kerja asean sudah dilaksanakan. integrasi ekonomi …... (adrian hidayat) 189 penutup berdasarkan hasil pembahasan yang dilakukan pada karya ilmiah ini dan hasil analisis dan kemungkinan solusi dari integrasi ekonomi asia menghadapi krisis global 2008, maka dapat disimpulkan beberapa hal serta manfaatnya bagi indonesia. pertama, pertemuan tanggal 15 november 2008 di national building museum, washington memang belum menyelesaikan krisis. namun, ktt g-20 ini bisa dicatat sebagai langkah awal yang memberikan common ground untuk mengatasi krisis keuangan dunia. kedua, banyak beberapa hal positif disepakati dalam ktt g-20 ini seperti memberi dukungan kepada negara berkembang untuk akses lebih besar di keuangan global, antara lain (1) langkah-langkah fiskal untuk menaikkan permintaan; (2) kebijakan pada bidang keuangan yang diperlukan; (3) dana lebih untuk imf dalam rangka membantu negara berkembang; (4) berjuang untuk sebuah terobosan tahun ini dalam perundingan perdagangan di doha; (5) reformasi institusi bretton woods untuk memberi negara berkembang suara yang lebih bersamaan dengan kekuatan ekonomi yang berubah; (6) dewan pengawas untuk memeriksa bank-bank besar dunia; dan (7) mengulas standar akutansi, gaji ceo, aturan kebangkrutan, agen penilaian pinjaman, dan melakukan transparansi terhadap produk ”credit default swaps”. ketiga, adanya kesepakatan untuk mencegah proteksionisme seperti tidak menaikkan hambatan perdagangan dalam 12 bulan ke depan dan mengusahakan mulainya kembali perundingan perdagangan dunia pada akhir tahun. keempat, adanya keinginan kuat untuk melakukan reformasi sistem arsitektur keuangan. global, dengan beberapa misi dalam jangka pendek dan menengah yang harus ditempuh. langkah-langkah ini harus dilakukan baik pada tingkat nasional, regional, maupun global. kelima, dalam langkah ekonomi, terdapat poin yang mengatakan ”mengambil aksi apapun yang diperlukan untuk menstabilkan sistem keuangan”. poin ini sudah ditindaklanjuti dan membuahkan pertemuan 3 raksasa asia, yaitu china, jepang, dan korea selatan, dan diwakili oleh pimpinan negara masing-masing, yaitu perdana menteri jepang taro aso, perdana menteri china wen jiabao, dan presiden korea selatan lee myung bak di dazaifu, jepang, sabtu tanggal 13 desember 2008. kemudian, ditindaklanjuti menjadi pertemuan mitra kerja asean. keenam, peran pemerintah indonesia harus semakin jelas terlihat oleh rakyatnya. berbagai peran tersebut antara lain adalah produk substitusi impor, penciptaan lapangan kerja baru yang padat karya, konsolidasi internal pemerintah, dan membangun pasar domestik. positif poinnya adalah kredibilitas pemerintah akan meningkat dan berdampak juga pada sektor-sektor perekonomian lainnya. daftar pustaka anonim. 31 oktober, (2008). babak baru krisis perbankan di eropa. kompas. anonim. 16 desember, (2008). dana siaga jadi 120 miliar dollar. kompas. anonim. 3 november, (2008). jepang, china, dan korea selatan bahas krisis. kompas. anonim. 14 desember, (2008). tiga raksasa asia bekerja sama. kompas. anonim. (2008, december). the g-20 economic summit: more symbolic than substantive?. globeasia. anonim. 17 november, (2008). kekuatan ekonomi global berubah, negara berkembang diperhitungkan. kompas. chatib basri, m. 19 november, (2008). angin segar dari pertemuan g-20. bisnis indonesia. 190 journal the winners, vol. 9 no. 2, september 2008: 180-190 evans-pritchard, a. (2007, july 25). dollar tumbles as huge credit crunch looms. telegraph.co.uk, telegraph media group limited. retrieved october 15, 2008. foldvary, f. (2007, september 18). the depression of 2008, 2nd ed. the gutenberg press, berkeley ca 94709. greenspan, a. we will never have a perfect model of risk. financial times. retrieved september 22, 2008. santi, j.t. 5 desember, (2008). hikmah integrasi ekonomi asia, kompas. letter of apology and notice of retraction dear the winners, my co-authors and i submitted a journal article titled "the outbreak of covid-19 and islamic stock market responses in indonesia”, which has been published in the winners vol. 22 no. 2 (september 2021). in this regard, i respectfully write this to the editor-in-chief of the winners journal. i am aware that the published article causes an ethical violation of the publication due to translingual plagiarism. the article contains a completely similar content as a student thesis from ipb university (institut pertanian bogor)1. the similarity lies throughout the body of the article manuscript from the title to the references, while the difference lies only in the author of the script. therefore, i respectfully ask to retract the article "the outbreak of covid-19 and islamic stock market responses in indonesia” written by rianda rizky permata, budi purwanto, and wita juwita ermawati. i apologize to the editor-in-chief of the winners, managing editors, and the winners journal publishing team. thank you for your attention. references 1syafitri, w. (2021). fenomena overreaction jangka pendek saham syariah di indonesia terhadap covid-19. [thesis, ipb university]. bogor, indonesia. best regards, rianda rizky permata author 2022-11-11t17:15:29+0700 microsoft word 05_s. liawatimena_cyberwoman revisi.doc journal the winners, vol. 8 no. 1, maret 2007:58-80 58 analisis dan perencanaan konsep strategi content management cyberwoman pada situs portal cbn.net.id suryadiputra liawatimena1 abstract article discusses how the cyberwoman management strategy on cbn portal site to serve many information, service, and recovery concept that will be used for its better growing. the article purposes are to know whether the content management strategy of portal site applied by cbn, especially for cyberwoman, has been running well or not and also give a recovery concept in the future. the conclusion indicates that the cbn have opportunity and strength that can be used and the cbn portal site is in the state of growing. therefore, the applied strategy is an aggressive growing policy strategy and concentration strategy through horizontal integration. keywords: strategic concept, content management, site, portal abstrak artikel membahas strategi manajemen cyberwoman pada situs portal cbn dalam menyajikan beragam informasi, layanan, dan konsep perbaikan yang akan digunakan guna perkembangan cyberwoman ke arah yang lebih baik. tujuan artikel adalah mengetahui apakah strategi manajemen content situs portal yang diterapkan oleh cbn, terutama untuk cyberwoman, telah berjalan dengan baik atau belum serta memberikan konsep perbaikan di masa yang akan datang. simpulan yang diperoleh adalah cbn memiliki peluang dan kekuatan yang dapat dimanfaatkan dan situs portal cbn berada dalam pertumbuhan. untuk itu, strategi yang harus diterapkan adalah strategi kebijakan pertumbuhan yang agresif dan strategi konsentrasi melalui integrasi horizontal. kata kunci: konsep strategi, content management, situs, portal 1 jurusan sistem komputer, fakultas ilmu komputer, ubinus, jl. k.h. syahdan no. 9, kemanggisan/palmerah, jakarta barat 11480, suryadi@binus.ac.id analisis dan perencanaan… (suryadiputra liawatimena) 59 pendahuluan pt cyberindo aditama (cbn) adalah salah satu perusahaan penyedia layanan internet (internet service provider) yang berkembang di indonesia. dengan adanya layanan internet dari cbn, para pengguna internet dapat terhubung dengan siapa pun di belahan dunia manapun melalui internet. di samping itu, pt cyberindo aditama (cbn) yang berkantor di gedung manggala wanabakti ini juga menyediakan situs portal guna memenuhi kebutuhan akan informasi bagi para pelanggannya, termasuk pengunjung yang bersifat non-pelanggan. situs portal cbn www.cbn.net.id dapat diakses oleh siapa saja. ada 10 (sepuluh) content yang terbagi dalam situs portal ini. karena pt cyberindo aditama (cbn) memberikan perhatian khusus pada keberadaan wanita, dalam situs portal www.cbn.net.id juga disediakan content situs portal yang dikhususkan untuk para wanita indonesia, yaitu cyberwoman. pengunjung yang sifatnya pelanggan maupun nonpelanggan juga dapat langsung mengakses content cyberwoman dengan cara masuk ke http://cyberwoman.cbn.net.id. topik ini diangkat karena dirasa content situs portal wanita yang selengkap content cyberwoman masih sangat minim. akan tetapi, situs portal www.cbn.net.id yang bernaung di bawah pt cyberindo aditama telah menyediakan content situs portal untuk wanita dengan cukup baik, menarik dan berkualitas, walaupun masih ada beberapa kelemahan yang akan dicarikan solusi konsep perbaikannya melalui penyebaran kuisioner kepada sejumlah responden wanita pengguna content cyberwoman. adapun content cyberwoman dibagi lagi menjadi 12 (dua belas) sub content, yaitu fashion, beauty, health, career, cooking, mother and baby, love, batita, celebs and kids, smart woman, your tips, serta forum. penulis mengharapkan dengan konsep perbaikan yang diberikan dapat semakin menyempurnakan content cyberwoman sebagai content situs portal wanita terbaik di indonesia. permasalahan yang akan diteliti dalam penelitian ini adalah bagaimana strategi manajemen content cyberwoman pada situs portal http://cyberwoman.cbn.net.id? bagaimana perencanaan konsep perbaikan untuk content cyberwoman pada situs portal http://cyberwoman.cbn.net.id? tujuan penelitian adalah untuk mengetahui seberapa jauh pt cyberindo aditama dalam menyajikan content cyberwoman dalam rangka memenuhi kebutuhan para pelanggan dan penggunanya; untuk menyumbangkan konsep perbaikan demi penyempurnaan content cyberwoman pada situs portal http://cyberwoman.cbn.net.id di masa yang akan datang. manfaat penelitian adalah sebagai berikut. pertama, bagi pt cyberindo aditama. hasil penelitian dapat berguna sebagai informasi, masukan, dan sumbang saran bagi pt cyberindo aditama dalam menjalankan strategi manajemen content situs portal cbn.net.id sehingga dapat meningkatkan mutu pelayanan kepada para pengguna situs portal tersebut. kedua, bagi masyarakat. diharapkan hasil penelitian dapat memasyarakatkan e-business di indonesia sehingga masyarakat dan negara indonesia tidak tertinggal dalam kancah persaingan dunia internasional di era globalisasi ini. journal the winners, vol. 8 no. 1, maret 2007:58-80 60 tinjauan pustaka berdasarkan pendapat rangkuti (2003:3), strategi adalah alat untuk mencapai tujuan perusahaan dalam kaitannya dengan tujuan jangka panjang, program tindak lanjut, dan prioritas alokasi sumber daya. pada prinsipnya strategi dapat dikelompokkan berdasarkan 3 (tiga) tipe strategi (rangkuti, 2003:6-7). pertama, strategi manajemen. strategi manajemen meliputi strategi yang dapat dilakukan oleh manajemen dengan orientasi pengembangan strategi secara makro, misalnya strategi pengembangan produk, strategi penerapan harga, strategi akuisisi, strategi pengembangan pasar, strategi mengenai keuangan, dan sebagainya. kedua, strategi investasi. strategi itu merupakan kegiatan yang berorientasi pada investasi. misalnya, apakah perusahaan ingin melakukan strategi pertumbuhan yang agresif atau berusaha mengadakan penetrasi pasar, strategi bertahan, strategi pembangunan kembali suatu divisi baru atau strategi divestasi, dan sebagainya. ketiga, strategi bisnis. strategi bisnis ini sering juga disebut strategi bisnis secara fungsional karena strategi itu berorientasi pada fungsi kegiatan manajemen, misalnya strategi pemasaran, strategi produksi atau operasional, strategi distribusi, strategi organisasi, dan strategi yang berhubungan dengan keuangan. menurut turban (2002:880), e-business adalah definisi dari e-commerce, meliputi intrabisnis, inter organizational system (ios), dan e-commerce. banyak digunakan untuk menjadi pedoman e-commerce. berdasarkan pendapat amor (2004:27), electronic business (e-business) adalah suatu bentuk super dari kasus bisnis yang telah didigitalisasi dan sekarang bekerja di internet. suatu kategori e-business didefinisikan oleh kasus bisnis dan bukan oleh teknologi yang digunakan untuk mengimplementasikannya. selama itu, lebih dan lebih banyak lagi tipe bisnis akan dikonversikan dalam bentuk digital. berbagai bentuk bisnis akan saling terhubung, cepat atau lambat. teknologi berkembang cukup cepat untuk menjadikan suatu hal yang terlihat tidak mungkin hari ini menjadi mungkin esok hari. berdasarkan pendapat kalakota (2001:87-88), portal sebagai perantara atau penengah yang menawarkan suatu pelayanan yang terkumpul untuk kelompok pengguna yang spesifik. portal terjadi ketika pemain baru sukses dalam menempatkan diri diantara konsumen dan pemasok. biasanya, secara ekstrim konsumen yang difokuskan oleh para pemain baru memasuki rantai yang berhubungan dengan ketidakpuasan konsumen secara spesifik dengan sistem saat ini dalam menjalankan bisnis. menurut turban (2002:29), portal adalah pintu gerbang besar dan lewat portal tersebut para karyawan, rekan bisnis, dan masyarakat dapat mengakses informasi perusahaan dan berhubungan serta berkolaborasi sebagaimana yang dibutuhkan. banyak perusahaan yang bergerak menuju konfigurasi jaringan yang sama. saat ini, sangat tidak mungkin melakukan bisnis dengan para rekan bisnis tanpa dihubungkan melalui internet, ekstranet, atau edi (extranet data interchange). portal dikembangkan dari mesin pencari dalam suatu usaha untuk melengkapi pintu gerbang yang komprehensif menuju internet (turban, 2002:66). analisis dan perencanaan… (suryadiputra liawatimena) 61 berdasarkan pendapat nakano (2002:191), content adalah hal yang digunakan kembali dan sindikasinya membuka makna baru untuk mengambil inti dari nilai ekonomis tambahan dari aset berharga yang tak dapat dipisahkan, seperti teks, grafik, dan berbagai tipe media. pada website konvensional, sebuah aset yang eksistensinya dikelilingi dengan halaman html. penggunaan kembali memungkinkan tetapi aset itu perlu dikutip dengan informasi tentang aset itu sendiri, suatu kutipan kadang–kadang ditunjuk sebagai metadata. kutipan itu harus mengandung informasi dasar, seperti pendeskripsian, pembuatnya dan tanggal pembuatannya, bersama dengan informasi pengindeksan, menggunakan garis penuntun, dan informasi yang berkaitan. dalam beberapa cara kutipan dari sebuah aset, apakah itu jenis data primitif atau sebaliknya, tidak berbeda dari jenis data yang sebaliknya dari subset metadata. untuk sebuah kebebasan bergerak kita sendiri, sebuah aset mengandung metadata deskriptif, dapat melayani sebagai aset yang dapat dipercaya. mungkin, hal itu memperoleh identitasnya sendiri. kutipan content memerlukan a tag-savvy repository. content management adalah tata tertib yang mengatur waktu secara akurat, bekerja sama, pengulangan, dan pengembangan yang dapat direproduksi dari properti web (nakano, 2002:33). hal itu mengombinasikan mekanisme untuk menyimpan koleksi aset web dengan memproses aktivitas yang sempurna dari manusia dan mesin di dalam organisasi. content management merespons kombinasi unik masalah yang disikapi oleh pengembangan web. metode penelitian metode yang dipergunakan adalah metode deskriptif dengan jenis penelitian studi kasus. yang dimaksud di sini adalah data yang telah diperoleh dari studi kasus yang diambil, baik secara primer maupun sekunder, diolah dan dianalisis dengan metode deskriptif. definisi operasional dan instrumen pengukuran disajikan dalam tabel 1. tabel 1 definisi operasional dan instrumen pengukuran variabel indikator sub indikator data pengunjung usia pendidikan terakhir pekerjaan status berlangganan cbn aktivitas pengunjung frekuensi menggunakan internet frekuensi kunjungan ke cyberwoman kinerja perusahaan bandwith cbn tampilan konten cyberwoman skala kunjungan ke sub – sub content yang ada di cyberwoman ketertarikan pengunjung terhadap cyberwoman tingkat interaktifitas cyberwoman manfaat informasi yang diperoleh pengunjung cyberwoman kepuasan terhadap informasi dan layanan yang diberikan cyberwoman journal the winners, vol. 8 no. 1, maret 2007:58-80 62 teknik analisis data yang digunakan oleh penulis dalam melakukan penelitian adalah analisis swot (strength-weakness-opportunity-threat), analisis porter, serta diagram cartesius. sampel untuk kuesioner menggunakan teknik non-probability karena adanya keterbatasan waktu. skala likert adalah suatu alat atau metode untuk mengukur sikap, pendapat, dan persepsi responden terhadap suatu objek yang sedang diteliti. setelah itu, data dikelompokkan dengan teknik pembobotan (rating). hasil pengumpulan data dengan skala likert ini diolah lebih lanjut dengan perhitungan dan diposisikan pada diagram cartesius. pembahasan pt cyberindo aditama adalah sebuah perusahaan pelopor penyedia jasa internet (internet service provider/isp) terkemuka yang membawahi situs portal www.cbn.net.id. data kantor pusat pt cyberindo aditama adalah sebagai berikut. alamat : gedung manggala wanabakti iv lantai 6, jalan gatot subroto, senayan, jakarta 10270 indonesia telepon : 021 – 57994500, faksimili : 021 – 5742481 e-mail : info@cbn.net.id perusahaan ini didirikan pada tanggal 30 november 1995, dua tahun sebelum krisis moneter asia yang meruntuhkan banyak isp di indonesia. pada saat itu, cbn hanya mampu memberikan bandwith sebesar 128 kbps. namun, saat ini cbn mampu memberikan layanan bandwith sebesar 238 mbps serta menyediakan lebih dari 4.000 (empat ribu) saluran telepon untuk akses internet dial-up. tiga aspek legal yang menyertai terbentuknya pt cyberindo aditama adalah article of incorporation no. 3, pada tanggal 26 april 1995; putusan menteri kehakiman indonesia no. c2-7599 ht.01.01, pada tahun 1995; putusan menteri pariwisata, pos & telekomunikasi no. 16/pt.102/mppt-96, pada tanggal 13-3-1996. ketiga izin tersebut adalah izin yang bersifat prinsip kemudian harus diperbaharui menjadi izin operasional yang bervariasi sesuai dengan kebutuhan operasional perusahaan. ada juga yang membutuhkan tambahan izin, seperti frekuensi, internet telepon, jaringan akses bagi provider. analisis data demografis responden responden yang berpartisipasi dalam pengisian kuisioner berjumlah dua ratus orang dan semuanya wanita (100%). hal itu karena content cyberwoman memang khusus ditujukan untuk para wanita. analisis dan perencanaan… (suryadiputra liawatimena) 63 profil responden berdasarkan usia usia 4,50% 20,50% 60,50% 13,50% 1% ≤ 16 tahun 17 24 tahun 24 49 tahun 50 59 tahun ≥ 60 tahun gambar 1 profil responden berdasarkan usia dari hasil penelitian yang dilakukan, mayoritas wanita pengunjung cyberwoman berusia 24 –49 tahun (60,50%), lalu diikuti oleh perbedaan yang cukup signifikan, yaitu kelompok usia 17–24 tahun (20,50%). di urutan ketiga, kelompok usia 50–59 tahun dengan angka sebesar 13,50% menyusul. wanita yang usianya kurang dari 16 tahun hanya sebesar 4,50%. dan sisanya 1% adalah kelompok usia lebih dari 60 tahun. hasil penelitian tersebut menunjukkan bahwa pengunjung cyberwoman dengan kelompok usia di bawah 16 tahun dan kelompok usia di atas 60 tahun sangat minim. hal itu mungkin disebabkan oleh segmentasi pasar cyberwoman yang diciptakan oleh cbn memang hanya ditujukan kepada wanita usia kerja (masa produktif) karena lebih dari 50% responden berusia antara 24 tahun sampai dengan 49 tahun. profil responden berdasarkan pendidikan terakhir p e ndid ikan te rakhir 0% 0% 34% 21% 45% sd sltp smu / smk d1 / d2 / d3 s1 / s2 / s3 gambar 2 profil responden berdasarkan pendidikan terakhir dapat kita lihat dari tabel di atas, walaupun pilihan pendidikan terakhir telah dikategorikan ke dalam 5 (lima) pilihan, namun responden hanya memilih 3 (tiga) diantaranya. persentase paling besar diperoleh dari responden yang pendidikan terakhirnya sarjana (s1/s2/s3), yaitu 45%. lalu, responden yang pendidikan terakhirnya sekolah menengah (smu/smk) menyusul dengan poin sebesar 34%. yang terakhir angka 21% untuk responden yang pendidikan terakhirnya diploma (d1/d2/d3). dua pilihan yang tidak dipilih oleh responden adalah sekolah dasar (sd) dan sekolah journal the winners, vol. 8 no. 1, maret 2007:58-80 64 lanjutan tingkat pertama (sltp). hal itu menunjukkan bahwa penggunaan internet, khususnya cyberwoman di indonesia, didominasi oleh kalangan terpelajar. kedua kelompok yang nilainya 0% tersebut mungkin kurang memperoleh informasi tentang dunia teknologi informasi yang telah berkembang pesat akhir–akhir ini. profil responden berdasarkan pekerjaan pekerjaan 18% 11% 3,50% 38% 29,50% pelajar / mahasiswa ibu rumah tangga pekerja sosial wanita karir wiraswastawati gambar 3 profil responden berdasarkan pekerjaan jika diurutkan berdasarkan pekerjaan maka posisi pertama adalah wanita karir (38%), posisi kedua adalah wiraswastawati (29,50%), posisi ketiga adalah pelajar/ mahasiswa (18%), posisi keempat adalah ibu rumah tangga (11%), dan posisi terakhir adalah pekerja sosial (3,50%). wanita karir di posisi pertama sesuai dengan data responden berdasarkan usia pada gambar 1, yaitu usia 24–49 tahun yang menduduki posisi pertama karena kelompok usia tersebut adalah usia kerja. profil responden berdasarkan status pelanggan dan bukan pelanggan cbn status abone me n c bn 34% 66% pelanggan cbn non pelanggan cbn gambar 4 profil responden berdasarkan status abonemen cbn dari responden yang mengunjungi cyberwoman, tidak semuanya merupakan pelanggan cbn karena portal cbn diperuntukkan kepada siapa saja yang membutuhkan informasi dan layanan lainnya. mayoritas pengunjung cyberwoman adalah nonpelanggan cbn (66%) sedangkan pengunjung sekaligus pelanggan cbn berjumlah 34%. hal itu memungkinkan cbn untuk lebih meningkatkan promosi di masa yang akan analisis dan perencanaan… (suryadiputra liawatimena) 65 datang untuk menarik minat para pengunjung yang sekedar mengunjungi portal cbn dengan tujuan mencari informasi dan layanan lainnya untuk kemudian merubah status mereka menjadi pelanggan cbn. analisis data aktivitas responden profil responden berdasarkan frekuensi penggunaan internet fre kue ns i p enggunaan inte rne t 17,50% 40% 29,50% 13% 0% sangat sering (1 hari 3 hari) sering (4 hari 6 hari) kadang kadang (1 minggu 1 bulan) jarang (>1 bulan) tidak pernah gambar 5 profil responden berdasarkan frekuensi penggunaan internet sebanyak 40% dari total responden adalah pengguna internet yang sangat aktif, yaitu antara 1 hari sampai dengan 3 hari sekali. pengguna internet yang frekuensinya hanya kadang– kadang berjumlah 29,50%. responden yang sangat sering melakukan aktivitas di internet sebanyak 17,50%. hanya 13% dari responden yang ada lebih dari 1 bulan menggunakan internet dan tidak ada responden yang tidak pernah menggunakan internet. dapat disimpulkan bahwa para wanita indonesia telah mengerti internet dengan baik dan dapat menggunakannya dengan baik pula. untuk itulah cyberwoman sebagai salah satu dari kesepuluh content yang disediakan oleh cbn harus terus melakukan evaluasi dan siap melakukan perbaikan guna menjaring pangsa pasar cbn, khususnya wanita dengan lebih luas lagi. profil responden berdasarkan frekuensi kunjungan ke cyberwoman fre kuensi kunjungan ke c yberwoman 16% 23% 39% 22% 0% sangat sering (1 hari 3 hari) sering (4 hari 6 hari) kadang kadang (1 minggu 1 bulan) jarang (>1 bulan) tidak pernah gambar 6 profil responden berdasarkan frekuensi kunjungan ke cyberwoman journal the winners, vol. 8 no. 1, maret 2007:58-80 66 terbesar pertama adalah 39% responden yang melakukan kunjungan (mengakses) cyberwoman hanya kadang-kadang, disusul oleh responden yang sering melakukan akses ke cyberwoman sejumlah 23%, 22% adalah persentase untuk responden yang mengakses cyberwoman lebih dari sebulan sekali (jarang). dan yang terakhir adalah 16% untuk responden yang sangat sering mengakses cyberwoman. tidak ada responden yang tidak pernah mengakses cyberwoman. analsis kesesuaian kinerja perusahaan dan tingkat harapan pengunjung analisis kesesuaian kinerja situs portal dan tingkat harapan pengunjung terhadap tampilan cyberwoman gambar 7 kinerja situs portal terhadap tampilan cyberwoman harap an pengunjung terhad ap tamp ilan c yberwoman 61,50% 35% 3,50% 0% sangat penting penting tidak penting sangat tidak penting gambar 8 harapan pengunjung terhadap tampilan cyberwoman dari gambar 7 dapat dilihat bahwa 36% responden tidak puas dengan tampilan cyberwoman, sangat tidak puas sebesar 27,50%, kemudian responden yang menyatakan puas sebesar 27%. di urutan terakhir yang menyatakan sangat puas ada 9,5%. dari gambar 8 dapat disimpulkan bahwa lebih dari setengah jumlah responden mengatakan bahwa tampilan sangat penting, yaitu sebesar 61,50%, penting sebesar 35%, tidak penting (3,50%), dan 0% untuk pilihan sangat tidak penting. analisis dan perencanaan… (suryadiputra liawatimena) 67 analisis kesesuaian kinerja situs portal dan tingkat harapan pengunjung terhadap kecepatan bandwith cbn.net.id gambar 9 kinerja situs portal terhadap bandwith cbn.net.id harapan p engunjung terhad ap kec epatan band with c bn.net.id 68,50% 31,00% 0,50% 0% sangat penting penting tidak penting sangat tidak penting gambar 10 harapan pengunjung terhadap bandwith cbn.net.id gambar 9 menunjukkan bahwa 42,50% dari total responden telah puas dengan kecepatan bandwith cbn, 35% bahkan mengatakan sangat puas. minoritas responden sebesar tidak puas 20% dan sangat tidak puas sebesar 2,50%. harapan responden yang dapat dilihat dari gambar 10 mengatakan bahwa kecepatan bandwith cbn sangat penting (68,50%), penting (31%), tidak penting, dan sangat tidak penting (0%). analisis kesesuaian kinerja situs portal dan tingkat harapan pengunjung terhadap tingkat keinteraktifan cyberwoman gambar 11 kinerja situs portal terhadap tingkat keinteraktifan cyberwoman journal the winners, vol. 8 no. 1, maret 2007:58-80 68 harapan pengunjung terhad ap tingkat keinteraktifan c yberwoman 50%48% 2% 0% sangat penting penting tidak penting sangat tidak penting gambar 12 harapan pengunjung terhadap tingkat keinteraktifan cyberwoman pada gambar 11, 47% responden menyatakan sangat tidak puas dengan tingkat keinteraktifan cyberwoman, sisanya menyatakan tidak puas (29%), puas hanya sebesar 15%, dan sangat puas sebesar 9%. responden menyatakan bahwa tingkat keinteraktifan cyberwoman tersebut sangat penting sebesar 50%, penting sebesar 48%, tidak penting sebesar 2%, dan 0% yang menyatakan sangat tidak penting. analisis kesesuaian kinerja situs portal dan tingkat harapan pengunjung terhadap informasi dan layanan cyberwoman gambar 13 kinerja situs portal terhadap informasi dan layanan cyberwoman harapan pengunjung terhad ap informasi d an layanan c yberwoman 52,50%42% 3% 2,50% sangat penting penting tidak penting sangat tidak penting gambar 14 harapan pengunjung terhadap informasi dan layanan cyberwoman analisis dan perencanaan… (suryadiputra liawatimena) 69 gambar 13 menunjukkan bahwa 39% responden tidak puas akan informasi dan layanan cyberwoman, 33,50% responden lainnya bahkan menyatakan sangat tidak puas. responden yang menyatakan puas hanya sebesar 22% dan sisanya sebesar 5,50% mengaku sangat puas. harapan responden yang dapat dilihat pada gambar 14 menyatakan bahwa informasi dan layanan cyberwoman sangat penting (52,50%), penting (42%), tidak penting (3%), dan sangat tidak penting (2,50%). analisis kesesuaian kinerja situs portal dan tingkat harapan pengunjung terhadap promosi cyberwoman gambar 15 kinerja situs portal terhadap promosi cyberwoman harapan p engunjung terhad ap p romosi c yberwoman 67% 26,50% 6,50% 0% sangat penting penting tidak penting sangat tidak penting gambar 16 harapan pengunjung terhadap promosi cyberwoman gambar 15 menunjukkan bahwa responden yang menyatakan tidak puas akan promosi cyberwoman sebesar 39,50%, responden yang sangat tidak puas sebesar 34%, kemudian, 15,50% responden menyatakan puas, dan sisanya 11% sangat puas. pada gambar selanjutnya, yaitu gambar 16 dapat kita lihat bahwa responden sangat mengharapkan promosi cyberwoman (67%), penting (26,50%), tidak penting (6,50%), dan sangat tidak penting (0%). journal the winners, vol. 8 no. 1, maret 2007:58-80 70 analisis urutan sub-content pada pertanyaan ke–17 ditanyakan tentang frekuensi kunjungan ke masing– masing subcontent cyberwoman. tiga urutan teratas adalah fashion (& fashion consultation) sebesar 42%, love (26%), dan career (37%). tiga urutan terbawah adalah forum (47%), celebs and kids (49%), dan smart woman (43%). pada pertanyaan ke–18 ditanyakan tentang ketertarikan terhadap tampilan masing–masing subcontent cyberwoman. tiga urutan teratas adalah batita (& child consultation) sebesar 26%, celebs and kids (24%), dan cooking (24,50%). tiga urutan terbawah adalah love (30,50%), career (27,50%), dan health (& obgyn consultation) sebesar 29,50%. pada pertanyaan ke–19 ditanyakan tentang keinteraktifan masing–masing subcontent analisis dan perencanaan… (suryadiputra liawatimena) 71 cyberwoman. tiga urutan teratas adalah batita (& child consultation) sebesar 20%, forum (25,50%), dan health (& obgyn consultation) sebesar 24,50% sedangkan tiga urutan terbawah adalah cooking (34,50%), career (43%), dan love (37%). pada pertanyaan ke–20, ditanyakan tentang manfaat informasi dan layanan yang disajikan oleh masing–masing sub-content cyberwoman. tiga urutan teratas adalah fashion (& fashion consultation) sebesar 19,50%, beauty (& inner beauty consultation) sebesar 29%, dan career (18,50%) sedangkan tiga urutan terbawah adalah batita (& child consultation) sebesar 28%, mother and baby (23,50%), dan forum (27,50%). subcontent yang paling jarang dikunjungi adalah forum. menurut pendapat dari beberapa pengunjungnya, mereka enggan bergabung karena malas untuk melakukan proses registrasi yang dinilai terlalu rumit serta topik obrolan yang tidak bervariasi. sub-content yang paling tidak menarik adalah sub-content love. menurut pendapat dari beberapa pengunjungnya, sub-content ini jauh dari apa yang mereka harapkan. padahal mereka sangat antusias ketika mengetahui akan keberadaan subcontent love. namun mereka menjadi kecewa ketika melihat sub-content ini terlalu biasa dan tidak lebih dari salinan rubrik majalah tentang percintaan. sub-content yang paling tidak interaktif adalah cooking. menurut pendapat dari beberapa pengunjungnya, mereka memaklumi jika sub-content ini tidak interaktif karena jika dilihat dari judulnya saja, tidak mungkin dapat memasak bersama di dalam dunia maya. analisis kritik dan saran perbaikan cyberwoman di masa mendatang ada beberapa kritik dan saran bagi masing–masing sub content cyberwoman yang merupakan hasil dari pengolahan kuisioner yang telah disebarkan, antara lain sebagai berikut. tabel 4 analisis kritik dan saran fashion (& fashion consultation) • konsultasi fashion secara online dan dua arah • fashion mode terbaru • fashion mode dari berbagai budaya (jepang, amerika, eropa, dll.) • daftar tempat belanja (fashion) yang murah meriah serta petanya (link ke cybermap) • lomba design yang dinilai lewat vote sms • fashion mode-nya jangan terbatas pada wanita karir saja • tampilkan kamus dress code agar tidak salah kostum dalam menghadiri suatu event beauty (& inner beauty consultation) • konsultasi inner beauty tolong diadakan lagi secara online dan dua arah • test make up virtual pada foto yang di-upload • tampilkan info produk dan harga make-up terbaru yang sedang trend • daftar nama salon, facial dan spa serta petanya (link ke cybermap) • tampilkan tips tips dandanan untuk berbagai occasion • tampilkan tips tips seputar rambut keriting (model dan perawatannya) journal the winners, vol. 8 no. 1, maret 2007:58-80 72 health (& obgyn consultation) • dokter online penyakit penyakit khusus wanita • konsultasi obgyn secara online dan dua arah • tampilkan artikel penyakit penyakit baru yang belum diketahui (cara menghindari dan menanggulangi) • tampilkan sex education dilihat dari sudut pandang wanita • tampilkan daftar kandungan kalori, lemak dan protein makanan untuk wanita yang sedang diet • informasi kesehatan hendaknya disesuaikan dengan penyakit yang sedang mewabah pada musim itu • informasi yang ada selama ini kurang bermanfaat career • tampilkan tips tips untuk memulai usaha sendiri • tampilkan tips tips meniti karir bagi fresh graduate cooking • kontes kirim resep masakan dan tips seputar dapur, pemenang ditentukan lewat vote sms pengunjung lainnya • perbanyak resep dari beragam budaya mancanegara • perbanyak resep seputar desert • perbanyak tips tips seputar dapur mother and baby • lomba tips seputar ibu dan bayi. pemenang ditentukan lewat vote sms pengunjung lainnya love • ramalan cinta online • love test diri sendiri – online • adakan lomba puisi cinta yang pemenangnya ditentukan lewat vote sms dari pengunjung lainnya • tampilkan artikel untuk wanita yang belum memiliki pasangan batita (& child consultation) • konsultasi child secara online dan dua arah • kualitas foto kontes batita harap ditingkatkan celebs and kids • gaya bahasa dibuat seperti infotainment saja agar lebih menarik • kualitas foto harap ditingkatkan smart woman • smart woman yang ditampilkan kurang "smart" • hampir tidak pernah di-update your tips (& feng shui consultation) • konsultasi feng shui secara online dan dua arah • sebaiknya semua tips tips yang ada di cyberwoman disatukan di sini • perbanyak tips • tips tips yang kurang bermanfaat harap disortir • jangan menampilkan tips tips yang sudah menjadi rahasia umum forum • registrasi dipermudah agar semakin banyak peminat • buat tampilan seperti messenger agar lebih menarik dan online dua arah • topik obrolan diperbanyak • buat acara gathering antar sesama pengguna forum analisis dan perencanaan… (suryadiputra liawatimena) 73 analisis swot swot adalah singkatan dari kekuatan (strengths) dan kelemahan (weaknesses) intern perusahaan serta peluang (opportunities) dan ancaman (threats). analisis swot merupakan cara sistematis untuk mengidentifikasi faktor tersebut dan strategi yang menggambarkan kecocokan paling baik diantara mereka. analisis swot cyberwoman adalah sebagai berikut. pertama, strengths: variasi 12 (dua belas) sub-content cyberwoman sudah melengkapi kebutuhan para wanita; informasi yang disajikan selalu up-to-date. kedua, weaknesses: kurangnya promosi sehingga belum banyak yang mengetahui keberadaan cyberwoman; tampilan (layout design) yang monoton sehingga membuat pengunjung cepat bosan; tingkat interaktifitas cyberwoman yang masih tergolong rendah; pembataan segmentasi pasar hanya pada wanita karir berusia antara 25 – 49 tahun. ketiga, opportunities: era teknologi informasi yang memberi peluang bagi internet untuk tumbuh dan berkembang; menjamurnya website, khususnya situs portal di indonesia; akses internet yang dapat dilakukan oleh siapapun, kapanpun, dan dimanapun; jumlah pesaing content atau situs portal khusus wanita masih relatif sedikit jumlahnya; jumlah pendatang baru yang belum terlihat secara signifikan; semakin banyak wanita yang berkarir; meningkatnya jumlah pengunjung menjadi peluang untuk menarik minatnya menjadi pelanggan cbn; banyaknya pemasok yang membuat cyberwoman menjadi semakin lengkap dan sempurna. keempat, threats: belum semua wanita mampu mengakses internet; belum semua wanita memiliki fasilitas untuk mengakses internet; belum semua wanita mengetahui keberadaan cyberwoman; banyaknya produk pengganti (substitusi) yang lebih dikenal oleh para wanita dibandingkan mengakses internet; banyaknya hacker (cyber crime) yang menyebabkan para wanita enggan untuk mengakses internet ifas tabel 5 ifas journal the winners, vol. 8 no. 1, maret 2007:58-80 74 efas tabel 6 efas analisis dan perencanaan… (suryadiputra liawatimena) 75 journal the winners, vol. 8 no. 1, maret 2007:58-80 76 diagram swot gambar 17 diagram swot dari diagram swot di atas, maka dapat dilihat bahwa perusahaan termasuk pada kuadran 1. hal ini berarti bahwa perusahaan tersebut memiliki situasi yang sangat menguntungkan. perusahaan tersebut memiliki peluang dan kekuatan, sehingga dapat memanfaatkan peluang yang ada. strategi yang harus diterapkan dalam kondisi ini adalah strategi yang mendukung kebijakan pertumbuhan yang agresif. matriks internal eksternal (ie) gambar 18 matriks internal eksternal (ie) dari matriks ie tersebut, dapat dilihat bahwa faktor strategi internal dan eksternal perusahaan berada dalam tahap pertumbuhan dan perusahaan harus menggunakan strategi konsentrasi melalui integrasi horizontal. analisis dan perencanaan… (suryadiputra liawatimena) 77 diagram cartesius tabel 8 perhitungan rata–rata kinerja situs portal dan harapan pengunjung cyberwoman dari tabel 8 dapat dilihat bahwa tki (tingkat kesesuaian responden) di bawah nilai rata – rata tki (tingkat kesesuaian responden) harus mendapatkan perhatian khusus dari cbn. gambar 19 diagram cartesius dari hasil perhitungan tabel 8 perhitungan rata – rata kinerja perusahaan dan harapan pengunjung cyberwoman, diperoleh gambar 19 diagram cartesius. dalam gambar itu terlihat bahwa diagram terbagi menjadi empat bagian. hasil pengukuran faktor kinerja situs portal dan harapan pengunjung tersebut dapat menemukan titik berat yang harus diperbaiki oleh perusahaan. diagram cartesius tersebut dijelaskan dalam uraian sebagai berikut. pertama, kuadran a menunjukkan bahwa faktor yang berada pada kuadran a perlu diprioritaskan oleh perusahaan. hal itu terjadi karena keberadaan faktor harapan dinilai sangat penting oleh pengunjung sedangkan tingkat kinerjanya masih belum memuaskan. faktor yang termasuk dalam kuadran a adalah promosi cyberwoman. kedua, kuadran b menunjukkan bahwa faktor yang berada pada kuadran journal the winners, vol. 8 no. 1, maret 2007:58-80 78 b perlu dipertahankan karena pada umumnya tingkat kinerjanya telah sesuai dengan harapan pengunjung. faktor yang termasuk dalam kuadran b adalah tampilan (layout design) cyberwoman dan bandwith cbn. ketiga, kuadran c menunjukkan bahwa faktor yang berada pada kuadran c dinilai masih kurang penting bagi pengunjung sedangkan tingkat kinerjanya biasa. faktor yang termasuk pada kuadran c adalah tingkat interaktifitas cyberwoman dan informasi dan layanan cyberwoman. keempat, kuadran d menunjukkan bahwa faktor yang berada pada kuadran d dinilai berlebihan dalam tingkat kinerjanya. hal itu terutama karena pengunjung menganggap tidak terlalu penting terhadap adanya faktor tersebut. akan tetapi, pelaksanaannya dilakukan dengan sangat baik oleh perusahaan. tidak ada faktor yang termasuk dalam kuadran d. penutup beberapa simpulan yang diperoleh untuk menjawab identifikasi masalah adalah sebagai berikut. pertama, dari hasil penelitian diperoleh informasi sebagai berikut: subcontent yang paling sering dikunjungi adalah fashion (& fashion consultation), subcontent yang paling menarik menurut para pengunjung cyberwoman adalah batita (& child consultation), sub-content yang paling interaktif adalah batita (& child consultation), sub-content yang paling bermanfaat adalah fashion (& fashion consultation). jadi, sub-content fashion (& fashion consultation) paling sering dikunjungi dan juga paling bermanfaat menurut para pengunjungnya. kedua, sub-content batita (& child consultation) adalah sub-content yang paling menarik dan interaktif. namun, sub-content ini paling tidak bermanfaat menurut para pengunjungnya. maka subcontent yang lain harus dibuat sebaik sub-content batita (& child consultation), khususnya dalam memperbaiki tampilan (layout design) serta tingkat interaktivitasnya. menurut pendapat dari beberapa pengunjungnya, sub-content ini tidak bermanfaat karena sebagian besar hanya menampilkan lomba foto batita. jadi, bagi yang tidak ikut lomba foto tersebut tidak dapat merasakan manfaatnya. ketiga, diagram swot menunjukkan bahwa cbn memiliki peluang dan kekuatan yang dapat dimanfaatkan. strategi yang mendukung adalah strategi kebijakan pertumbuhan yang agresif. keempat, matriks internal eksternal (ie) menunjukkan bahwa perusahaan berada dalam pertumbuhan. perusahaan harus menerapkan strategi konsentrasi melalui integrasi horizontal. kelima, diagram cartesius menunjukkan bahwa promosi cyberwoman harus diprioritaskan, tampilan cyberwoman dan bandwith cbn harus dipertahankan, namun tingkat interaktivitas dan informasi serta layanan yang disajikan oleh cyberwoman dinilai biasa. beberapa saran yang mungkin dapat menjadi konsep perbaikan guna membantu perkembangan pt cyberindo aditama di masa yang akan datang, khususnya dalam mengelola strategi manajemen cyberwoman adalah sebagai berikut. pertama, subcontent fashion (& fashion consultation) perlu dipertahankan bahkan ditingkatkan analisis dan perencanaan… (suryadiputra liawatimena) 79 kualitasnya. kedua, topik obrolan dalam sub-content forum harus lebih ditingkatkan serta proses registrasi dipermudah dan dipersingkat agar lebih banyak yang mau bergabung di dalamnya. tampilannya akan lebih menarik jika dibuat seperti messenger. ketiga, subcontent love harus dibuat lebih menarik dan lebih interaktif agar pengunjung tidak merasa dikecewakan. keempat, walaupun agak sulit untuk meningkatkan keinteraktivan sub-content cooking, namun cbn masih dapat mengadakan lomba seperti yang dilakukan pada sub-content batita. kelima, peningkatan promosi agar cyberwoman dapat lebih dikenal oleh masyarakat, khususnya wanita indonesia. keenam, selebaran segmentasi pasar cyberwoman sehingga semua wanita merasa nyaman ketika mengunjungi cyberwoman. ketujuh, pembaharuan versioning situs portal cbn agar tidak ketinggalan dan kalah bersaing dengan perusahaan (internet service provider) isp sejenis. kedelapan, pembaharuan tampilan (layout design) pada setiap sub-content cyberwoman agar tidak terlihat monoton sehingga membuat para pengunjung tidak tertarik dan cepat bosan walaupun lnformasi dan layanan yang diberikan sudah cukup bagus. daftar pustaka amor, daniel. 2004. e-business (revolution). new jersey: prentice hall. awad, elias m. 2002. electronic commerce: from vision to fulfillment. prentice hall, new jersey. chaffey, dave. 2000. internet marketing. wiltshire: prentice hall. collins, heidi. 2001. corporate portals: revolutionizing information access to increase productivity and drive the bottom line. new york: amacom. coupey, eloise. 2002. marketing and the internet conceptual foundation. new jersey: prentice hall. diana, anastasia. 2001. mengenal e-business. yogyakarta: andi. forrest, ed. 2001. internet marketing research resources an technic. sidney: mcgrawhill. hadi, sunaryo. 2001. “website review.” diakses 18 mei 2005 dari http://www.coldfusion.web.id/index.cfm/fuseaction/section.read/id/1, http://cyberwoman.cbn.net.id, kalakota, ravi. 2001. e-business 2.0: roadmap for success. canada: addison-wesley. journal the winners, vol. 8 no. 1, maret 2007:58-80 80 kim, amy jo. 2001. community building on the web: secret strategies for successful online communities. berkeley: peachpit press. mougayar, et al. 2001. the business and intranets: a manager’s guide to key terms and concepts. usa: harvard business school. nakano, russell. 2002. web content management: a collaborative approach. canada: addison wesley. neuman, w. lawrence. 2000. social research methods: qualitative and quantitative approaches. needham heights: allyn and bacon. rangkuti, freddy. 2003. analisis swot teknik membedah kasus bisnis. jakarta: gramedia pustaka utama. resha. 2005. “content management system: mengenal content management system.” sda asia magazine, maret 2005 (edisi 3), 28 – 30. rickyanto, isak. 2003. “panduan pengenalan dan memilih open source content management system berbasis php.” diakses 18 mei 2005 dari http://diskusiweb.com/php/article_opensourcecmsdgphp.html, robertson, james. “so, what is a content management system?” diakses 18 mei 2005 dari http://www.steptwo.com.au/papers/kmc_what/, saladin, djaslim. 2004. manajemen pemasaran. edisi 3. bandung: cv linda karya. saleh, hilda. 2005. “content management system: pertimbangan penting saat memilih solusi cms.” sda asia magazine, maret 2005 (edisi 3), 38 – 40. sekaran, uma. 2003. research methods for business: a skill building approach. united states of america: john wiley and sons, inc. turban, efraim. 2002. electronic commerce: a managerial perspective. new jersey: pearson education. walker, boyd, mullins and larreche. 2005. marketing strategy decision focus approach. edisi keempat. boston: mcgraw hill. wheelen, thomas and j. david. hunger. 2004. strategic management and business policy. new jersey: prentice hall. widodo, teguh. 2005. “content management system: mengungkap seluk beluk content management system.” sda asia magazine, maret 2005 (edisi 3), 32 – 37. microsoft word 01_ignatius_revisi.doc analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 1 analisis hubungan profitabilitas dengan harga saham sektor usaha makanan dan minuman di bursa efek jakarta ignatius sarto kothson budiman1 abstract stock price movement was influenced by many factors, such as company performance, interest level, political factors, security, etc. article purposes to get approximate probability on the influence between company profitability level and stock price movement that was traded on the jakarta stock exchange, it also considered external factor influence on the stock price movement. the profitability ratio was represented by net profit margin (npm), return on investment (roi), and return on equity (roe). the research result indicated that the profitability ratio, such as net profit margin (npm) and return on investment (roi) have significant influence the stock price movement while return on equity (roe) did not have significant influence on the stock price movement. keywords: profitability analysis, stock price abstrak pergerakan harga saham dipengaruhi oleh banyak faktor, seperti kinerja perusahaan, tingkat bunga, faktor politik, keamanan dan lain sebagainya. artikel bertujuan memperoleh probabilitas adanya pengaruh antara tingkat profitabilitas perusahaan terhadap pergerakan harga saham yang diperdagangkan di bursa efek jakarta (bej) serta pengaruh faktor eksternal terhadap pergerakan harga saham. rasio profitabilitas diwakili oleh net profit margin (npm), return on investment (roi) dan return on equity (roe). hasil penelitian menunjukkan bahwa rasio profitabilitas seperti net profit margin (npm) dan return on investment (roi) berpengaruh secara signifikan terhadap pergerakan harga saham sedangkan return on equity (roe) tidak berpengaruh secara signifikan terhadap pergerakan harga saham. kata kunci: analisis profitabilitas, harga saham 1 fakultas ekonomi unika atmajaya, jl. jendral sudirman no. 51, jakarta 12930 kotson2002id@yahoo.com journal the winners, vol. 8 no. 1, maret 2007: 1-23 2 pendahuluan pembangunan suatu negara memerlukan dana investasi dalam jumlah yang tidak sedikit. oleh sebab itu, perlu ada usaha yang sungguh-sungguh untuk mengarahkan dana investasi yang bersumber dari dalam, yaitu tabungan masyarakat, tabungan pemerintah, dan penerimaan devisa. salah satu ciri negara sedang berkembang adalah tingkat tabungan masyarakat masih rendah sehingga dana untuk investasi menjadi tidak mencukupi. dalam rangka meningkatkan pengerahan tabungan masyarakat itu, lembaga keuangan perbankan maupun non-perbankan perlu dituntut bekerja keras lagi untuk meningkatkan penarikan dana masyarakat. salah satu pendanaan eksternal di luar sistem perbankan adalah melalui penjualan saham di pasar modal (go public). ada beberapa daya tarik dari alternatif pendanaan ini. pertama, lembaga keuangan yang ada, seperti bank serta lembaga keuangan lain, seperti leasing, asuransi, dan reksadana memiliki beberapa kelemahan, antara lain tingkat bunga pinjaman yang fluktuatif, jumlah dana yang ditawarkan tidak sebesar yang diinginkan, prosedur yang panjang, dan ketidakpastian mendapat dana yang diharapkan. kedua, sering kali pasar modal menawarkan bunga yang lebih rendah dari sistem perbankan. pasar modal dipandang sebagai salah satu sarana efektif untuk mempercepat pembangunan suatu negara. hal itu dimungkinkan karena pasar modal merupakan wahana penghimpun dana jangka panjang yang merupakan alternatif sumber dana bagi perusahaan swasta, bumn, maupun perusahaan daerah. di indonesia, yang berperan sebagai pasar modal adalah pt bursa efek jakarta (bej). pasar modal mempertemukan dua kelompok yang saling berhadapan kepentingannya saling mengisi, yaitu calon pemodal (investor) di satu pihak dan emiten di pihak lain. pemodal adalah perorangan atau lembaga yang menanamkan dananya dalam bentuk efek atau saham sedangkan emiten adalah perusahaan yang membutuhkan dana jangka panjang menengah dan jangka panjang yang tidak dibebani bunga, yaitu dengan cara menerbitkan efek yang ditawarkan kepada masyarakat. perusahaan seperti itu lazim disebut perusahaan go public. investor dapat memperoleh keuntungan dari pembelian saham tersebut. keuntungan itu juga dapat dalam bentuk dividen maupun kenaikan harga saham (capital gain). namun, mereka juga harus memperhatikan risiko yang berkaitan dengan kepemilikan saham, mengingat risiko pada investasi ini sangat tinggi. harga saham yang fluktuatif merupakan salah satu hal yang harus dipertimbangkan dalam investasi saham di pasar modal. tinggi rendahnya harga saham dipengaruhi faktor internal dan eksternal perusahaan. faktor internal yang mempengaruhi, diantaranya kondisi atau kinerja perusahaan seperti berbagai pernyataan atau kebijakan internal perusahaan yang dikeluarkan oleh pihak manajemen perusahaan sedangkat faktor eksternal, diantaranya kebijakan pemerintah, kondisi politik, dan lain sebagainya. analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 3 setiap perusahaan atau badan usaha yang berorientasi pada laba selalu mempunyai tujuan akhir untuk menghasilkan laba yang sebesar-besarnya dan menekan pengeluaran seminimal mungkin. laba adalah sarana penting untuk mempertahankan kelangsungan hidup perusahaan, makin tinggi laba yang diperoleh maka perusahaan akan mampu bertahan hidup, tumbuh, dan berkembang. kemampuan perusahaan untuk menghasilkan laba selama periode tertentu disebut profitabilitas. profitabilitas sering digunakan untuk mengukur efisiensi penggunaan modal dalam suatu perusahaan dengan membandingkan antara laba dengan modal yang digunakan dalam operasi. masalah profitabilitas ini penting bagi kelangsungan hidup dan perkembangan perusahaan. bagi pimpinan perusahaan, profitabilitas dapat digunakan sebagai tolok ukur berhasil tidaknya perusahaan yang dipimpinnya. pemodal yang menginvestasikan dananya pada suatu perusahaan dalam bentuk saham mengharapkan perolehan hasil dari pembelian saham tersebut. sehubungan dengan hal itu, pemodal dapat menggunakan profitabilitas suatu perusahaan sebagai alat untuk mengukur prospek modal yang ditanamkan di perusahaan tersebut. hal itu dapat dilakukan karena setiap perusahaan yang go public diwajibkan untuk mempublikasikan laporan keuangannya. dengan melakukan analisis terhadap laporan keuangan, dapat diketahui kondisi perusahaan setelah laporan keuangan dipublikasikan. dengan analisis laporan keuangan tersebut, masyarakat dapat menilai kinerja perusahaan dan salah satu cara yang digunakan untuk mengukur kinerja perusahaan adalah dengan mengukur profitabilitas perusahaan tersebut. untuk mengukur profitabilitas suatu perusahaan, dapat dilakukan dengan metode, seperti net profit margin (npm), return on investment (roi), dan return on equity (roe) sebagai indikator penilaian. rasio tersebut diharapkan dapat menggambarkan kemampuan perusahaan mencetak laba di masa yang akan datang. tujuan dan manfaat penelitian tujuan yang ingin dicapai dalam penelitian ini adalah mengetahui hubungan profitabilitas perusahaan sektor industri makanan dan minuman terhadap pergerakan harga sahamnya di bursa efek jakarta. dari hasil evaluasi dan penelitian, penelitian ini memberikan manfaat sebagai berikut. pertama, penelitian ini diharapkan dapat menjadi bahan masukan bagi calon investor yang hendak melakukan investasi dalam bentuk saham pada bursa efek jakarta (bej). kedua, penelitian ini diharapkan dapat memberikan informasi bagi pihak yang berminat untuk mengetahui pengaruh tingkat profitabilitas terhadap pergerakan harga saham pada bursa efek jakarta (bej). ketiga, penelitian ini diharapkan dapat memberikan manfaat bagi penulis dalam mengaplikasikan ilmu yang diperoleh selama perkuliahan untuk mendapatkan pemahaman mengenai permasalahan yang terjadi di lapangan dengan baik. keempat, penelitian ini diharapkan dapat menambah pengetahuan pembaca tentang pengaruh journal the winners, vol. 8 no. 1, maret 2007: 1-23 4 tingkat profitabilitas terhadap pergerakan harga saham pada bursa efek jakarta (bej). kelima, penelitian ini diharapkan dapat dijadikan bahan referensi bagi pembaca yang akan melakukan penelitian sejenis. konsep dasar pengertian pasar modal berdasarkan uu pm no. 8/1995 bab iii dan pp 45/95 bab i dan bab ii, pengertian bursa efek (pasar modal) adalah perseroan terbatas (pt) yang telah mendapat izin usaha dari bapepam untuk menyelenggarakan dan menyediakan sistem atau sarana untuk mempertemukan penawaran jual beli efek pihak lain dengan tujuan memperdagangkan efek. penilaian harga saham nilai yang berhubungan dengan saham dapat dilihat dalam empat konsep nilai saham yang memberikan makna yang berbeda. saham memiliki nilai nominal, nilai buku (book value), nilai pasar (market value), dan nilai intrinsik (intrinsic value). memahami keempat konsep nilai itu merupakan hal yang perlu dan berguna. nilai buku (book value) per lembar saham menunjukkan aktiva bersih (net assets) per lembar saham yang dimiliki oleh pemegang saham. nilai buku per lembar saham (book value per share) tidak menunjukkan ukuran kinerja saham yang penting tetapi nilai buku per lembar saham dapat mencerminkan seberapa besar kemampuan perusahaan untuk memenuhi kewajibannya apabila perusahaan tersebut dilikuidasi. nilai pasar adalah harga saham pada bursa efek sedangkan nilai intrinsik adalah nilai sebenarnya saham. pengetahuan mengenai nilai pasar dan nilai intrinsik dapat digunakan untuk mengetahui saham mana yang murah, tepat nilai, atau mahal. jika nilai pasar lebih kecil dari nilai intrinsik, hal itu menunjukkan bahwa nilai pasar saham yang bersangkutan lebih kecil dari yang seharusnya dibayar (undervalued) sehingga layak untuk dibeli. sebaliknya, nilai pasar yang lebih besar dari nilai intrinsik menunjukkan bahwa saham yang bersangkutan dijual dengan harga yang mahal (overvalued). dalam menilai harga saham suatu perusahaan, keown dkk (2002:174) menentukan formula untuk menilai saham suatu perusahaan sebagai berikut. pertama, saham preferen. analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 5 kedua, saham biasa. untuk menilai saham biasa, ada dua metode yang digunakan (keown dkk, 1996:286), yaitu single holding period, metode ini biasanya digunakan oleh investor yang memegang saham biasa hanya untuk satu tahun. jadi, nilai saham sekarang haruslah sama dengan harga saham yang diprediksi pada akhir tahun; multiple holding period, metode ini biasanya digunakan oleh investor yang mempertahankan sahamnya dalam jangka waktu yang tidak terbatas dan mengharapkan dividen yang diperoleh meningkat tiap tahunnya. vcs = d1 + d2 + …… + dn (1+kcs) (1+kcs) (1+kcs) atau, vcs = d1 (kcs-g) keterangan: d1 = pv dividen yang diterima dalam 1 tahun p1 = pv dari harga pasar yang diterima dalam 1 tahun g = tingkat pertumbuhan harga saham kcs = tingkat pengembalian yang diharapkan dividen tahunan vps = tingkat pengembalian yang disyaratkan d vps = kps vcs = d1 + p1 (1+kcs) (1+kcs) journal the winners, vol. 8 no. 1, maret 2007: 1-23 6 saham merupakan sekuritas yang memberikan penghasilan tidak tetap bagi pemiliknya. pemilik saham akan menerima penghasilan dalam bentuk dividen dan perubahan harga saham. kalau harga saham meningkat dari harga beli maka pemodal memperoleh capital gains dan apabila sebaliknya disebut capital loss. dengan demikian, tingkat keuntungan yang diharapkan (r) dapat dirumuskan sebagai berikut. d1 + g r = p0 keterangan; r = tingkat keuntungan yang diharapkan p0 = harga saham saat ini d1 = dividen tahun pertama g = tingkat pertumbuhan saham rasio profitabilitas profitabilitas adalah salah satu rasio keuangan yang menunjukkan perbandingan antara laba dengan aktiva atau modal yang menghasilkan laba tersebut. jadi dengan kata lain, profitablitas adalah kemampuan perusahaan menghasilkan laba selama periode tertentu. cara penilaian profitabilitas suatu perusahaan bermacam-macam dan tergantung pada laba dan aktiva atau modal mana yang akan diperbandingkan atau dengan lainnya. bisa laba yang berasal dari operasi suatu usaha, laba bersih setelah pajak dengan aktiva operasi, laba bersih setelah pajak dengan seluruh aktiva, atau laba setelah pajak diperbandingkan dengan modal sendiri. net profit margin (npm) adalah rasio antara laba bersih setelah pajak dengan penjualan yang mengukur laba bersih yang dihasilkan dari setiap rupiah penjualan. profit margin digunakan untuk menghitung sejauh mana kemampuan perusahaan menghasilkan laba bersih pada tingkat penjualan tertentu. npm = laba bersih setelah pajak penjualan return on investment (roi) adalah rasio keuangan yang menunjukkan kemampuan perusahaan menghasilkan laba dari aktiva yang dipergunakan. analisis roi mengukur kemampuan perusahaan menghasilkan laba pada masa lalu. analisis ini analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 7 kemudian dapat diproyeksikan ke masa depan untuk melihat kemampuan perusahaan menghasilkan laba di masa mendatang. roi = laba bersih setelah pajak total aktiva return on equity (roe) adalah rasio laba bersih setelah pajak terhadap modal sendiri yang digunakan untuk mengukur kemampuan perusahaan memperoleh laba yang tersedia bagi pemegang saham perusahaan. rasio itu merupakan ukuran profitabilitas dari sudut pandang pemegang saham. meskipun rasio ini mengukur laba dari sudut pandang pemegang saham, rasio ini tidak memperhitungkan dividen maupun capital gain untuk pemegang saham. roe = laba bersih setelah pajak total ekuitas metode penelitian jenis penelitian metode yang digunakan penulis dalam penelitian ini adalah metode analisis korelasional. analisis korelasional bertujuan untuk melihat apakah ada hubungan yang terjadi antara satu variabel dengan variabel yang lain dan seberapa kuat hubungan tersebut. variabel yang dimaksud meliputi variabel yang dipengaruhi (dependent variable) dan variabel yang mempengaruhi (independent variable). definisi operasional variabel definisi operasional adalah pernyataan yang berkaitan dengan pengukuran yang ditekankan pada sifat konsep yang diamati dan dapat diukur yang diperlukan guna mencapai tujuan penelitian ini. berdasarkan perumusan permasalahan penelitian maka akan diuraikan definisi operasional variabel sebagai berikut. pertama, analisis profitabilitas. analisis profitabilitas adalah suatu analisis untuk mengukur kemampuan perusahaan menghasilkan laba selama periode tertentu yang dalam penelitian ini merupakan independent variable. independent variable adalah variabel yang mempengaruhi variabel yang lain. hal yang termasuk ukuran profitabilitas perusahaan adalah metode npm, roi, dan roe. net profit margin (npm) diukur dari perbandingan antara laba bersih setelah pajak dengan penjualan. return on investment (roi) diukur dari perbandingan antara laba bersih setelah pajak dengan total aktiva operasional. return on equity (roe) diukur dari perbandingan laba bersih setelah pajak terhadap total ekuitas. journal the winners, vol. 8 no. 1, maret 2007: 1-23 8 kedua, pergerakan harga saham. pergerakan harga saham adalah harga yang berfluktuasi yang dipengaruhi oleh ukuran profitabilitas yang merupakan dependent variable. dependent variable adalah variabel yang dipengaruhi oleh variabel yang lain. ketiga, faktor eksternal. faktor eksternal (lingkungan makro) adalah segala sesuatu yang terjadi di luar lingkungan perusahaan namun mampu mempengaruhi perilaku pasar dan berdampak pada pergerakan harga saham yang diperdagangkan dibursa. populasi dan sampel penelitian populasi dalam penelitian ini adalah perusahaan go public yang listing di bursa efek jakarta (bej). dan sampel yang digunakan dalam penelitian ini adalah perusahaan go public yang termasuk dalam sektor industri makanan dan minuman dengan jumlah sembilan perusahaan. jenis data penelitian ini menggunakan data sekunder. data sekunder, yaitu sumber data yang diperoleh penulis secara tidak langsung. artinya, diperoleh dari luar obyek penelitian yang kaitannya dengan masalah yang diangkat. data sekunder yang digunakan diperoleh melalui capital market electronic document service (cmeds) yang terdapat di pusat referensi pasar modal (prpm), bursa efek jakarta (bej), serta laporan tahunan (annual report) masing-masing perusahaan. teknik pengumpulan data dalam penelitian ini penulis menggunakan penelitian lapangan dan penelitian kepustakaan sebagai teknik pengumpulan data. penulis melakukan penelitian langsung terhadap obyek penelitian di lapangan, dalam hal ini pusat referensi pasar modal (prpm), bursa efek jakarta (bej), untuk memperoleh data yang diperlukan. dan dengan penelitian kepustakaan, penulis mencari aspek teoritis dari literatur yang mendukung dan berhubungan dengan masalah yang diangkat oleh penulis dalam penelitian. teknik pengolahan data untuk teknik pengolahan data, penulis menggunakan analisis kuantitatif. analisis kuantitatif yang dilakukan oleh penulis dalam penelitian ini adalah analisis korelasi antara tingkat profitabilitas perusahaan terhadap harga saham. data kuantitatif yang dianalisis dengan metode korelasi. metode analisis korelasi yang digunakan untuk menguji hipotesis ini adalah korelasi pearson. korelasi itu berguna untuk mengetahui kekuatan pengaruh variabel satu dengan yang lain. untuk memperoleh hasil yang lebih akurat dan mempermudah pengolahan data, digunakan statistical product and service solution (spss). analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 9 pembahasan analisis kinerja perusahaan analisis kinerja perusahaan meliputi net profit margin ratio (npm), return on investment ratio (roi), return on equity ratio (roe), dan harga pasar saham. analisis net profit margin ratio (npm) net profit margin ratio (npm) adalah rasio antara laba bersih (eat) yang dihasilkan dari setiap rupiah penjualan. laba bersih (eat) merupakan laba kotor atas hasil penjualan barang dikurangi dengan seluruh biaya penjualan, biaya umum, dan administrasi. berikut adalah tabel net profit margin ratio (npm) perusahaan yang dijadikan sampel rata-ratanya pada 2001 hingga tahun 2003. tabel 1 rata-rata net profit margin ratio (npm) no. nama perusahaan net profit margin (persen) ratarata 2001 2002 2003 1 pt aqua golden mississippi tbk 0.06 0.065 0.059 0.061 2 pt delta djakarta tbk 0.042 0.044 0.068 0.051 3 pt fast food indonesia tbk 0.041 0.051 0.05 0.047 4 pt indofood sukses makmur tbk 0.051 0.049 0.038 0.046 5 pt mayora indah tbk 0.037 0.12 0.077 0.078 6 pt multi bintang indonesia tbk 0.149 0.136 0.18 0.155 7 pt sari husada tbk 0.258 0.174 0.2 0.21 8 pt siantar top tbk 0.043 0.048 0.044 0.045 9 pt ultra jaya milk industry and trading company tbk 0.064 0.044 0.013 0.04 sumber: data diolah dari capital market electronic document service (cmeds) bej pada tabel 1 terlihat bahwa net profit margin (npm) tertinggi pada tahun 2001 dimiliki oleh pt sari husada tbk sebesar 0.258%. selanjutnya, pada tahun 2002, net profit margin ratio (npm) tertinggi dimiliki oleh pt sari husada tbk sebesar 0.2%. secara keseluruhan, net profit margin ratio (npm) tertinggi pada tahun 2001 sampai dengan tahun 2003 dimiliki oleh pt sari husada tbk. net profit margin ratio (npm) terendah pada tahun 2001 dimiliki oleh pt mayora indah tbk sebesar 0.037%. tahun 2002, net profit margin ratio (npm) terendah dimiliki oleh pt delta djakarta tbk dan pt ultra jaya milk industry and trading company tbk sebesar 0.044%. tahun 2003, net profit margin ratio (npm) journal the winners, vol. 8 no. 1, maret 2007: 1-23 10 terendah dimiliki oleh pt ultra jaya milk industry and trading company tbk sebesar 0.013%. secara keseluruhan, npm terendah pada tahun 2001 sampai dengan tahun 2003 dimiliki oleh pt ultra jaya milk industry and trading company tbk sebesar 0.04%. selama tahun 2001 sampai dengan tahun 2003, pt delta djakarta tbk mengalami kenaikan net profit margin ratio (npm) secara bertahap, itu terlihat dari perubahan npm yang terus mengalami kenaikan sepanjang tahun. hal itu berarti perusahaan tersebut berhasil meningkatkan kemampuan untuk memaksimalkan laba bersih setiap penjualan yang dilakukannya. rata-rata npm yang tertinggi pada tahun 2001 sampai dengan tahun 2003 dimiliki oleh pt sari husada tbk sebesar 0.21% sedangkan rata-rata npm yang terendah pada rentang waktu yang sama dimiliki oleh pt ultra jaya milk industry and trading company tbk sebesar 0.04%. analisis return on investment ratio (roi) return on investment ratio (roi) digunakan untuk mengetahui kemampuan perusahaan menghasilkan keuntungan bersih dari modal yang diinvestasikan dalam keseluruhan aktiva. ratio itu dapat diketahui dengan membandingkan antara laba bersih dengan total aktiva. return on investment ratio (roi) merupakan jumlah relatif yang dihasilkan dari seluruh investasi atau modal yang ditanamkan dalam suatu usaha. return on investment ratio (roi) dapat dipakai sebagai alat bantu membuat proyeksi laba perusahaan. berikut adalah tabel return on investment ratio (roi) perusahaan yang dijadikan sampel serta rata-ratanya pada 2001 hingga tahun 2003. tabel 2 rata-rata return on investment ratio (roi) no. nama perusahaan return on investment (persen) rata-rata 2001 2002 2003 1 pt aqua golden mississippi tbk 9.35 12.12 12.09 11.19 2 pt delta djakarta tbk 2.92 3.01 1.98 2.64 3 pt fast food indonesia tbk 6.06 8.08 4.05 6.06 4 pt indofood sukses makmur tbk 5.75 5.26 3.94 4.98 5 pt mayora indah tbk 2.35 8.97 6.59 5.97 6 pt multi bintang indonesia tbk 4.46 3.5 5.53 4.5 7 pt sari husada tbk 8.01 18.95 19.68 15.55 8 pt siantar top tbk 5.51 6.43 6.17 6.04 9 pt ultra jaya milk industry and trading company tbk 3.13 0.88 0.27 1.43 sumber: data diolah dari capital market electronic document service (cmeds) bej pada tabel 2 terlihat bahwa return on investment ratio (roi) tertinggi pada tahun 2001 dimiliki oleh pt aqua golden mississippi tbk sebesar 9.35%. selanjutnya, analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 11 pada tahun 2002, roi tertinggi dimiliki oleh pt sari husada tbk sebesar 18.95% dan pada tahun 2003, roi tertinggi dimiliki oleh pt sari husada tbk sebesar 19.68%. ratarata roi terbesar pada tahun 2001 hingga tahun 2003 dimiliki oleh pt sari husada tbk. return on investment ratio (roi) terendah pada tahun 2001 dimiliki oleh pt mayora indah tbk sebesar 2.35%. selanjutnya, pada tahun 2002, roi terendah dimiliki oleh pt ultara jaya milk industry and trading company tbk sebesar 0.88% dan pada tahun 2003, roi terendah dimiliki oleh pt ultra jaya milk industry and trading company tbk sebesar 0.27%. rata-rata roi terendah pada tahun 2001 hingga tahun 2003 dimiliki oleh pt ultra jaya milk industry and trading company tbk sebesar 1.43%. secara keseluruhan, roi yang mengalami kenaikan tertinggi pada periode tahun 2001, 2002, dan 2003 dialami oleh pt sari husada tbk. pt sari husada tbk telah berhasil menginvestasikan modalnya dalam bentuk aktiva untuk menghasilkan tingkat keuntungan yang diperoleh sehingga dapat dikatakan bahwa pt sari husada memiliki tingkat efisiensi yang baik sepanjang periode tahun tersebut. analisis return on equity ratio (roe) return on equity ratio (roe) digunakan untuk mengetahui kemampuan dari modal sendiri untuk menghasilkan keuntungan bagi pemegang saham biasa dan saham preferen. modal merupakan bagian hak pemilik dalam perusahaan, yaitu selisih antara aktiva dan kewajiban yang ada dan bukan merupakan ukuran nilai jual perusahaan tersebut. berikut adalah tabel roe perusahaan yang dijadikan sampel serta rata-ratanya pada 2001hingga tahun 2003. tabel 3 rata-rata return on equity ratio (roe) no. nama perusahaan return on equity (persen) rata-rata 2001 2002 2003 1 pt aqua golden mississippi tbk 29.12 29.95 23.45 27.51 2 pt delta djakarta tbk 4.65 3.8 2.42 3.62 3 pt fast food indonesia tbk 11.51 14.2 6.31 10.67 4 pt indofood sukses makmur tbk 20.96 21.91 14.74 19.2 5 pt mayora indah tbk 4.96 16.08 10.52 10.52 6 pt multi bintang indonesia tbk 8.49 5.42 9.11 7.67 7 pt sari husada tbk 9.94 21.17 22.57 17.89 8 pt siantar top tbk 9.32 11.24 10.38 10.31 9 pt ultra jaya milk industry and trading company tbk 6 1.68 0.55 2.74 sumber: data diolah dari capital market electronic document service (cmeds) bej journal the winners, vol. 8 no. 1, maret 2007: 1-23 12 pada tabel 3, roe tertinggi pada tahun 2001 dimiliki oleh pt aqua golden mississippi tbk sebesar 29.12%. tahun 2002, roe tertinggi dimiliki oleh pt aqua golden mississippi tbk sebesar 29.95% dan pada tahun 2003, roe tertinggi juga dimiliki oleh pt aqua golden mississippi tbk tertinggi 23.45%. secara keseluruhan, pt aqua golden mississippi tbk memiliki rata-rata roe tertinggi pada tahun 2001 hingga tahun 2003 sebesar 27.51%. return on equity ratio (roe) terendah pada tahun 2001 dimiliki oleh pt delta djakarta tbk sebesar 4.65%. tahun 2002, roe terendah dimiliki oleh pt ultra jaya milk industry and trading company tbk sebesar 1.68% dan pada tahun 2003, roe terendah dimiliki oleh pt ultra jaya milk industry and trading company tbk sebesar 0.55%. secara rata-rata, tingkat roe terendah pada tahun 2001 hingga tahun 2003 dimiliki oleh pt ultra jaya milk industry and trading company tbk sebesar 2.74%. perusahaan yang mengalami peningkatan roe pada tahun 2001 hingga tahun 2003 dengan konsisten adalah pt sari husada tbk dan perusahaan yang mengalami penurunan roe pada tahun 2001 hingga tahun 2003 secara berturut-turut adalah pt delta djakarta tbk. analisis harga saham harga saham yang dimaksud adalah harga pasar saham atau harga saham pada saat penutupan akhir tahun (closing price) di bursa. berikut adalah harga saham perusahaan yang dijadikan sampel serta rata-ratanya pada 2001 hingga tahun 2003. tabel 4 rata-rata harga saham no. nama perusahaan harga saham (rupiah) ratarata 2001 2002 2003 1 pt aqua golden mississippi tbk 35,000 37,500 47,800 40,100 2 pt delta djakarta tbk 7,600 8,200 8,700 4,167 3 pt fast food indonesia tbk 775 900 925 867 4 pt indofood sukses makmur tbk 625 600 825 683 5 pt mayora indah tbk 320 380 875 525 6 pt multi bintang indonesia tbk 21,000 27,500 32,000 26,833 7 pt sari husada tbk 9,000 10,000 14,500 33,497 8 pt siantar top tbk 270 260 180 237 9 pt ultra jaya milk industry and trading company tbk 700 600 450 583 sumber: data diolah dari capital market electronic document service (cmeds) bej pada tabel 4, harga saham tertinggi pada tahun 2001, 2002, dan 2003 dimiliki oleh pt aqua golden mississippi tbk sebesar rp 35,000, rp 37,500 dan rp 47,800. setiap tahunnya harga saham pt aqua golden mississippi tbk mengalami kenaikan analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 13 secara konsisten. harga saham terendah pada tahun 2001, 2002, dan 2003 dimiliki oleh pt siantar top tbk sebesar rp 270, rp 260, dan rp 180. harga saham pt siantar top tbk setiap tahunnya mengalami penurunan. dari data yang disajikan pada tabel 4 memperlihatkan bahwa enam dari sembilan perusahaan yang dijadikan sampel memiliki harga saham yang cenderung meningkata pada tahun 2001 hingga tahun 2003. perusahaan tersebut meliputi pt aqua golden mississippi tbk, pt delta djakarta tbk, pt fast food indonesia tbk, pt mayora indah tbk, pt multi binata indonesia tbk, dan pt sari husada tbk. sedangkan dua perusahaan memiliki harga saham yang cenderung mengalami penurunan pada tahun 2001 hingga tahun 2003. perusahaan tersebut meliputi pt siantar top tbk dan pt ultra jaya milk industry and trading company tbk. sedangkan pt indofood sukses makmur tbk, memiliki harga saham yang cenderung fluktuatif karena harga saham perusahaan tersebut pada tahun 2001 menuju tahun 2002 mengalami penurunan dan pada tahun berikutnya mengalami kenaikan. analisis korelasi antarvariabel pada bagian ini, peneliti akan menganalisis seberapa besar pengaruh tingkat profitabilitas perusahaan yang dijadikan sampel terhadap pergerakan harga sahamnya. perusahaan yang dijadikan sampel adalah perusahaan yang tergabung dalam kelompok industri makanan dan minuman serta memiliki data yang lengkap mulai dari tahun 2001 hingga tahun 2003. untuk mengetahui seberapa besar pengaruh tingkat profitabilitas terhadap harga pasar saham, digunakan rumus persamaan korelasi sederhana sebagai berikut. n ∑ xy – (∑ x).(∑y) r = √ ( n {∑ x2 }{∑ x}2 ) ( n {∑ y2 }{∑ y}2 ) keterangan: r : nilai koefisien korelasi x : variabel bebas (ukuran profitabilitas) y : variabel terikat (harga saham) ∑x : jumlah pengamatan variabel x ∑y : jumlah pengamatan variabel y journal the winners, vol. 8 no. 1, maret 2007: 1-23 14 ∑xy : jumlah hasil perkalian variabel x dan y (∑x2) : jumlah kuadrat dari pengamatan variabel x (∑x)2 : jumlah kuadrat dari jumlah pengamatan variabel x (∑y2) : jumlah kuadrat dari pengamatan variabel y (∑y)2 : jumlah kuadrat dari jumlah pengamatan variabel y langkah pengujian hipotesis untuk masing-masing variabel adalah sebagai berikut. koefisien korelasi hipotesis yang ingin dibuktikan dalam penelitian ini diformulasikan dengan hipotesis nol (ho) dan hipotesis alternative (ha). jika hipotesis nol tidak diterima maka otomatis hipotesis alternative akan diterima. hipotesis tersebut adalah sebagai berikut. ho : net profit margin, return on investment, return on equity tidak mempunyai pengaruh signifikan terhadap pergerakan harga saham. ha : net profit margin, return on investment, return on equity mempunyai pengaruh signifikan terhadap pergerakan harga saham. pada hakikatnya, nilai korelasi dapat bervariasi dari -1 melalui 0 hingga +1, yang kriteria pemanfaatannya dijelaskan sebagai berikut: jika nilai r = 0 atau mendekati 0 maka hubungan antara kedua variabel sangat lemah atau tidak ada hubungan sama sekali; jika nilai r > 0 atau mendekati 1 maka hubungan antara kedua variabel dikatakan searah, artinya; bila nilai satu variabel naik maka nilai variabel yang lain akan naik juga. jika r mendekati 1 (semakin tinggi) menyatakan tingkat keeratan semakin tinggi; jika nilai r < 0 atau mendekati -1 maka hubungan antara kedua variabel dikatakan berlawanan arah, artinya bila nilai satu variabel naik maka nilai variabel yang lain akan turun. apabila r mendekati -1 (semakin rendah) menyatakan tingkat keeratan semakin tinggi. koefisien determinasi setelah diketahui koefisien korelasi, selanjutnya akan dihitung koefisien determinasi (r2), yaitu nilai yang mengukur besarnya kontribusi x terhadap naik turunnya y. uji statistik dengan rumus berikut: t-test = r √n-2 √ 1-r2 analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 15 keterangan: t : uji t hitung n : jumlah data pengamatan r : korelasi n-2 : derajat kebebasan untuk menerima atau menolak ho adalah sebagai berikut: tentukan tingkat kesalahan 5% atau α = 0,05 (5%); tentukan nilai t tabel yaitu t (α) (n-2) = t (0,05) (7) = 1.895; jika t-test > t-tabel, ho ditolak dan ha diterima; jika t-test < t-tabel, ho diterima dan ha ditolak. analisis hasil temuan analisis net profit margin ratio (npm) dengan harga saham analisis korelasi dan regresi antara net profit margin ratio (npm) dengan harga saham berguna untuk mengetahui seberapa besar pengaruh net profit margin ratio (npm) terhadap harga saham. berdasarkan hasil perhitungan menggunakan program statistical product and service solution (spss) versi 10.0 (lampiran) maka diperoleh hasil seperti terlihat di bawah ini. correlations correlations saham npm saham pearson correlation 1.000 0.653 sig. (2-tailed) . 0.056 n 9 9 npm pearson correlation 0.653 1.000 sig. (2-tailed) 0.056 . n 9 9 regression variables entered/removedb variables variables model entered removed method 1 npma . enter a. all requested variables entered. b. dependent variable : saham journal the winners, vol. 8 no. 1, maret 2007: 1-23 16 model summary adjusted r std. error of model r r square square the estimate 1 0.653a 0.427 0.345 13232.62 a. predictors: (constant), npm anovab sum of squares df mean square f sig. 1 regression 9.12e+08 1 911780877.7 5.207 0.056a residual 1.23e+09 7 175102124.9 total 2.14e+09 8 a. predictors: (constant). npm b. dependent variable: saham coefficientsa standariz unstandardized ed coefficients coefficients model b std.error beta t sig. 1 (constant) -2107.879 7733.700 -0.273 0.793 npm 177984.87 77998.014 0.653 2.282 0.056 a. dependent variable: saham dari hasil analisis korelasi dan regresi npm dengan harga saham maka diperoleh angka probabilitas 0.056, korelasi pearson (r) 0.653, r square (r2) 0.427, dan thitung (to) 2.282. angka probabilitas sebesar 0.056 menunjukkan bahwa ada korelasi antara net profit margin (npm) dan harga saham. selanjutnya, adanya korelasi positif sebesar 0.653 menunjukkan bahwa net profit margin (npm) memiliki korelasi yang positif terhadap harga saham. jadi, semakin besar npm yang dihasilkan maka akan semakin besar pula pergerakan harga sahamnya. karena nilai korelasi berada di atas angka 0.5 dan mendekati angka 1 maka korelasi antara kedua variabel itu dianggap kuat. dengan analisis regresi diperoleh angka r square sebesar 0.427 menunjukkan kontribusi net profit margin ratio (npm) terhadap pergerakan harga saham relatif kecil, yaitu sebesar 42.70% dan sisanya sebesar 57.30% dipengaruhi oleh faktor lain. selanjutnya, dalam pengujian hipotesis dengan tingkat keyakinan (level of significance) sebesar α = 0.05 (5%) ditemukan nilai ttabel (0,05)(7) sebesar 1.895 (dari tabel). karena nilai to adalah 2.282 lebih besar dari ttabel yaitu 1.895, sehingga keputusannya ho ditolak dan analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 17 hipotesa alternatif (ha) diterima. dengan demikian, dapat disimpulkan bahwa npm berpengaruh secara signifikan terhadap harga saham. analisis return on investment ratio (roi) dengan harga saham analisis korelasi dan regresi antara return on investment (roi) dengan harga saham berguna untuk mengetahui seberapa besar pengaruh return on investment terhadap pergerakan harga saham. berdasarkan hasil perhitungan menggunakan program statistical product and service solution (spss) versi 10.0 (lampiran) maka diperoleh hasil seperti terlihat di bawah ini. correlations correlations saham roi saham pearson correlation 1.000 0.708* sig. (2-tailed) . 0.033 n 9 9 roi pearson correlation 0.708 1.000 sig. (2-tailed) 0.033 . n 9 9 *. correlation is significant at the 0.05 level (2-tailed). regression variables entered/removedb variables variables model entered removed method 1 roia . enter a. all requested variables entered. b. dependent variable : saham model summary adjusted r std. error of model r r square square the estimate 1 0.708a 0.502 0.430 12337.41 a. predictors: (constant), roi journal the winners, vol. 8 no. 1, maret 2007: 1-23 18 anovab sum of model squares df mean square f sig. 1 regression 1.07e+08 1 1072013296 7.043 0.033a residual 1.07e+09 7 152211779.4 total 2.14e+09 8 a. predictors: (constant). roi b. dependent variable: saham coefficientsa standariz unstandardized ed coefficients coefficients model b std.error beta t sig. 1 (constant) -4861.251 7691.470 -0.632 0.547 roi 2660.097 1002.355 0.708 2.654 0.033 a. dependent variable: saham dari hasil analisis korelasi dan regresi roi dengan harga saham maka diperoleh diperoleh angka probabilitas 0.033, korelasi pearson (r) 0.708, r square (r2) 0.502, dan thitung (to) 2.654. angka probabilitas sebesar 0.033 menunjukkan bahwa ada korelasi antara return on investment (roi) dan harga saham. selanjutnya, adanya korelasi positif sebesar 0.708 menunjukkan bahwa roi memiliki korelasi yang positif terhadap harga saham, jadi semakin besar roi yang dihasilkan maka akan semakin besar pula pergerakan harga sahanmya. karena nilai korelasi berada di atas angka 0.5 dan mendekati angka 1 maka korelasi antara kedua variabel ini dianggap kuat. dengan analisis regresi diperoleh angka r square sebesar 0.502 menunjukkan kontribusi roi terhadap pergerakan harga saham relatif besar, yaitu sebesar 50.20% dan sisanya sebesar 49.80% dipengaruhi oleh faktor lain. selanjutnya, dalam pengujian hipotesis dengan tingkat keyakinan (level of significance) sebesar α = 0.05 (5%) ditemukan nilai ttabel (0,05)(7) sebesar 1.895 (dari tabel). karena nilai to adalah 2.654 lebih besar dari ttabel yaitu 1.895 sehingga keputusannya ho ditolak dan hipotesa alternatif (ha) diterima. dengan demikian dapat disimpulkan bahwa roi berpengaruh secara signifikan terhadap harga saham. analisis return on equity ratio (roe) dengan harga saham analisis korelasi dan regresi antara return on equity ratio (roe) dengan harga saham berguna untuk mengetahui seberapa besar pengaruh roe terhadap harga saham. analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 19 berdasarkan hasil perhitungan menggunakan program statistical product and service solution (spss) versi 10.0 (lampiran) maka diperoleh hasil seperti terlihat berikut ini. correlations correlations saham roe saham pearson correlation 1.000 0.581 sig. (2-tailed) . 0.101 n 9 9 roe pearson correlation 0.581 1.000 sig. (2-tailed) 0.101 . n 9 9 regression variables entered/removedb variables variables model entered removed method 1 roea . enter a. all requested variables entered. b. dependent variable : saham model summary adjusted r std. error of model r r square square the estimate 1 0.581a 0.337 0.243 14223.42 a. predictors: (constant), roe anovab sum of model squares df mean square f sig. 1 regression 7.21e+08 1 721355091.2 3.566 0.101a residual 1.42e+09 7 202305808.7 total 2.14e+09 8 a. predictors: (constant). roe b. dependent variable: saham journal the winners, vol. 8 no. 1, maret 2007: 1-23 20 coefficientsa standariz unstandardized ed coefficients coefficients model b std.error beta t sig. 1 (constant) -2191.837 9060.610 -0.242 0.816 roe 1191.488 630.985 0.581 1.888 0.101 a. dependent variable: saham dari hasil analisis korelasi dan regresi roe dengan harga saham maka diperoleh diperoleh angka probabilitas 0.101, korelasi pearson (r) 0.581, r square (r2) 0.337, dan thitung (to) 1.888. angka probabilitas sebesar 0.101 menunjukkan bahwa ada korelasi antara return on equity ratio (roe) dan harga saham. selanjutnya, adanya korelasi positif sebesar 0.581 menunjukkan bahwa roe memiliki korelasi yang positif terhadap harga saham. jadi, semakin besar roe yang dihasilkan maka akan semakin besar pula pergerakan harga sahamnya. karena nilai korelasi berada di atas angka 0.5 dan mendekati angka 1 maka korelasi antara kedua variabel ini dianggap kuat. dengan analisis regresi diperoleh angka r square sebesar 0.337 menunjukkan kontribusi roe terhadap pergerakan harga saham relatif kecil, yaitu sebesar 33.70% dan sisanya sebesar 66.30% dipengaruhi oleh faktor lain. selanjutnya, dalam pengujian hipotesis dengan tingkat keyakinan (level of significance) sebesar α = 0.05 (5%) ditemukan nilai ttabel (0,05)(7) sebesar 1.895 (dari tabel). karena nilai to adalah 1.888 lebih kecil dari ttabel yaitu 1.895 sehingga keputusannya ho diterima dan hipotesis alternatif (ha) ditolak. dengan demikian, dapat disimpulkan bahwa roe)tidak berpengaruh secara signifikan terhadap pergerakan harga saham. penutup berdasarkan hasil pembahasan, pengujian, serta hasil analisis yang telah dilakukan, dapat diambil simpulan sebagai berikut. pertama, informasi tentang kinerja perusahaan melalui rasio profitabilitas merupakan salah satu bentuk pengukuran kinerja sebagai bagian dari informasi akuntansi yang berguna dalam pengambilan keputusan ekonomi. kedua, berdasarkan rasio profitabilitas yang ada, pt sari husada tbk memiliki kinerja yang paling baik dengan menempati posisi teratas pada rata-rata net profit margin ratio (npm) sebesar 0.21%, dan return on investment ratio (roi) 15.55%, serta menempati posisi kedua untuk rata return on equity ratio (roe) 17.89%. pt sari husada tbk juga mengalami peningkatan untuk ketiga rasio tersebut secara konsisten pada tahun 2001 hingga tahun 2003. pt ultrajaya milk industry and trading company analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 21 tbk memiliki kinerja yang paling tidak memuaskan dengan menempati posisi terbawah pada rata-rata net profit margin ratio (npm), sebesar 0.04%, rata-rata return on investment ratio (roi) 1.43%, dan return on equity ratio (roe) sebesar 2.74% ketiga, tingkat profitabilitas yang tercermin melalui rasio profitabilitas. seperti net profit margin (npm), return on investment ratio (roi), return on equity ratio (roe), memiliki korelasi yang positif terhadap harga saham karena angka korelasi yang diperoleh bernilai positif. artinya, kenaikan rasio profitabilitas akan menyebabkan kenaikan harga saham, begitu juga sebaliknya. net profit margin ratio (npm) memiliki nilai korelasi sebesar 0.653. hal itu menunjukkan bahwa net profit margin ratio (npm) memiliki korelasi yang positif terhadap harga saham karena korelasi yang diperoleh bernilai positif. karena nilai korelasi berada di atas 0.5, korelasi antara kedua variabel itu dianggap cukup kuat. selanjutnya, nilai korelasi sebesar 0.708 menunjukkan bahwa return on investment ratio (roi) memiliki korelasi yang positif terhadap harga saham karena angka korelasi yang diperoleh bernilai positif. karena nilai korelasi berada di atas angka 0.5, korelasi kedua variabel itu dianggap cukup kuat. selanjutnya, return on equity ratio (roe) memiliki nilai korelasi sebesar 0.581. hal itu menunjukkan bahwa return on equity ratio (roe) memiliki korelasi yang positif terhadap harga saham karena angka yang diperoleh bernilai positif. namun, karena nilai korelasi berada di angka 0.5, korelasi antara kedua variabel itu dianggap kurang kuat. keempat, dari uji t didapatkan hasil yang mendukung hasil analisis korelasi di atas. dari pengolahan data nilai to npm dan roi yang didapat lebih besar dari ttabel. untuk npm didapat to = 2.282 dan untuk roi didapat to = 2.654; lebih besar dari ttabel = 1.895. hal itu berarti bahwa ho ditolak dan ha diterima. jadi, dapat disimpulkan bahwa npm dan roi berpengaruh secara signifikan terhadap pergerakan harga saham. sementara itu, untuk roe diperoleh to = 1.888 lebih kecil dari ttabel = 1.895. hal itu berarti bahwa ho diterima dan ha ditolak. dengan demikian, dapat disimpulkan bahwa roe tidak berpenguh secara signifikan terhadap pergerakan harga saham. kelima, tingkat profitabilitas yang tercermin me1alui net profit margin ratio (npm) dan return on investment ratio (roi) berpengaruh secara signifikan terhadap pergerakan harga saham. sementara return on equity ratio (roe) tidak berpengaruh secara signifikan terhadap pergerakan harga saham. net profit margin ratio (npm) hanya memiliki kontribusi sebesar 42.7% terhadap pergerakan harga saham sementara sisanya sebesar 57.3% dipengaruhi oleh faktor lain, seperti kebijakan pemerintah, pergerakan suku bunga, dan fluktuasi nilai tukar mata uang. selanjutnya, return on investment ratio (roi) hanya memiliki kontribusi sebesar 50.2% terhadap pergerakan harga saham sementara sisanya sebesar 49.8% dipengaruhi oleh faktor lain, seperti kekuatan pasar, prospek pemasaran, dan isu yang berkembang. return on equity ratio (roe) hanya memiliki kontribusi sebesar 33.7% terhadap pergerakan harga saham sementara sisanya sebesar 66.3% dipengaruhi oleh faktor lain, seperti lingkungan sosial, ekonomi, keamanan, dan politik. journal the winners, vol. 8 no. 1, maret 2007: 1-23 22 keenam, harga pasar saham perusahaan go public pada bej tidak hanya dipengaruhi oleh kinerja perusahaan tersebut yang dapat dilihat tnelalui laporan keuangannya tetapi juga dipengaruhi oleh faktor eksternal, seperti kekuatan pasar, isu yang berkembang mengenai lingkungan sosial ekonomi, keamanan, dan politik. dengan demikian, dapat dikatakan bahwa pergerakan harga pasar saham tidak hanya dipengaruhi oleh sebuah faktor, baik itu faktor internal maupun faktor eksternal. berdasarkan hasil analisis yang menunjukkan bahwa rasio profitabilitas dapat dipakai sebagai salah satu tolok ukur dalam memprediksikan harga walaupun rata-rata rasio profitabilitas tidak mempunyai pengaruh yang signifikan dengan harga saham, disarankan hal berikut. pertama, calon investor harus memperhatikan kinerja perusahaan sebelum menginvestasikan dana dengan membeli saham perusahaan tersebut karena prestasi perusahaan akan mempengaruhi harga saham dalam waktu jangka panjang. kedua, calon investor harus memperoleh informasi yang memadai tentang faktor yang mempengaruhi pergerakan harga pasar saham agar dapat mengalokasikan dananya secara efisien dan efektif. ketiga, calon investor harus menyadari bahwa harga saham tidak hanya dipengaruhi oleh kinerja perusahaan tetapi juga faktor lain, seperti prospek pemasaran, ingatan masyarakat akan produk yang dihasilkan perusahaan tersebut, sentiment pasar dan kekuatan pasar, isu yang berkembang serta lingkungan sosial, ekonomi, dan politik. berdasarkan faktor tersebut, dapat dikatakan bahwa pergerakan harga pasar saham sebuah perusahaan tidak mungkin hanya dipengaruhi oleh sebuah faktor, baik itu faktor internal maupun faktor eksternal. keempat, calon investor juga harus memperhatikan kebijakan yang dibuat oleh pemerintah, pergerakan suku bunga, dan fluktuasi nilai tukar mata uang karena faktor tersebut akan mempengaruhi pergerakan harga saham. daftar pustaka anoraga, pandji. 2000. manajemen bisnis. jakarta: pt rineka cipta. bapepam pt bej. 1997. dana dan investasi. jakarta: capital market society of indonesia. blocher, edward j. dkk. 2000. manajemen biaya. jakarta: salemba empat. kusnadi. 2003. analisis penilaian kinerja keuangan perusahaan. jakarta: stie perbanas press. darmadji, t. fakhruddin dan hendy m. 2001. pasar modal di indonesia pendekatan dan tanya jawab. jakarta: salemba empat. analisis hubungan profitabilitas… (ignatius sarto kothson budiman) 23 hanafi, halim, a. 2000. analisis laporan keuangan. yogyakarta: unit penerbit dan percetakan amp-ykpn. horngren, charles t. dkk. 1997. akuntansi di indonesia. jakarta: salemba empat. hulwati. 2001. transaksi saham di pasar modal indonesia perspektif hukum ekonomi islam. yogyakarta: uii press yogyakarta. husnan, suad. 1998. dasar-dasar teori portfolio dan analisis sekuritas. yogyakarta: unit penerbit dan percetakan amp-ykpn. ikatan akuntansi indonesia. 1999. standar akuntansi keuangan. jakarta: salemba empat. keown, arthur j. dkk. 1999. dasar-dasar manajemen keuangan. jilid 1. jakarta: salemba empat medpress teamwork. 2000. kiat investasi dan penyelamatan asset. jakarta: pt e1ex media komputindo . munawir, s. 1998. analisis laporan keuangan. edisi 4. yogyakarta: yayasan penerbit liberty suharyadi, purwanto. 2004. statistika untuk ekonomi dan keuangan modern. jakarta: salemba empat tandelilin, eduardus. 2001. analisis investasi dan manajemen portfolio. yogyakarta: bpfe-yogyakarta. microsoft word 02_synthia_revised.doc journal the winners, vol. 8 no. 1, maret 2007: 24-37 24 peran growth opportunities, free cash flow, dan relative issue size dalam reaksi pasar terhadap pengumuman right issue synthia atas sari1; hartiwi prabowo2 abstract right issue is when a firm announces its plan to publicly offer additional shares of common stock after initial public offering (ipo). the aim of this research are to test market stock price and examine the role of growth opportunities in stock price reaction to right issue announcement. sample was taking from companies which been listed in jakarta stock exchange and publish right issue from 1998 to 2005. to measure growth opportunities, the companies were divided into 2 groups, growth and mature. this classification using tobin’s q proxy method (market-book value ratio). the research have final conclusion, that is at right issue announcement in jakarta stock exchange, market give positive reaction and statistically significant, and so in normal period. keywords: growth opportunities, free cash flow, relative issue size, right issue abstrak right issue adalah pengumuman yang dilakukan untuk mencari tambahan dana dengan melakukan penambahan saham dengan cara tidak langsung setelah ipo (initial public offering). tujuan penelitian adalah untuk mengetes harga saham pasar dan menguji peran growth opportunities dalam reaksi harga saham terhadap pengumuman right issue. sampel diambil dari perusahaan yang telah terdaftar di bursa efek jakarta dan telah menerbitkan right issue sejak tahun 1998 sampai 2005. untuk mengukur growth opportunities, perusahaan dibagai dalam dua grup, yaitu growth dan mature. klasifikasinya menggunakan tobin’s q proxy method (market-book value ratio). simpulan berdasarkan penelitian adalah pada pengumuman right issue di bursa efek jakarta, pasar memberikan reaksi positif dan pengaruhnya signifikan, demikian juga pada periode normal. kata kunci: growth opportunities, free cash flow, relative issue size, right issue 1, 2 jurusan manajemen, fakultas ekonomi, ubinus, jl. k.h. syahdan no. 9, kemanggisan/palmerah, jakarta barat 11480 synthia@binus.ac.id, hartiwi2200@lecturer.binus.ac.id peran growth opportunities... (synthia atas sari; hartiwi prabowo) 25 pendahuluan tambahan dana sering kali diperlukan oleh sebuah perusahaan untuk membiayai proyek, membeli alat teknologi, melakukan ekspansi, atau membayar utang. tambahan dana yang dibutuhkan perusahaan dengan melakukan penambahan saham dengan cara tidak langsung setelah ipo (initial public offering) disebut sebagai right issue. right issue merupakan penawaran saham dengan hak istimewa yang diberikan kepada pemegang saham lama untuk mendaftar guna mendapatkan saham baru sebelum ditawarkan kepada masyarakat. penambahan saham melalui right issue dari suatu perusahaan pasti akan menimbulkan respons pasar pada harga saham perusahaan itu dan biasanya akan ditafsirkan negatif oleh pasar sehingga harga sahamnya terkoreksi. smith (1986) membuktikan secara empiris bahwa reaksi pasar terhadap harga saham lebih negatif, apabila perusahaan melakukan penambahan saham dibandingkan penambahan utang. lucas dan mcdonald (1990) menjelaskan, dalam dunia informasi asimetris dikatakan bahwa suatu perusahaan akan menambah/mengeluarkan equity (saham) apabila saham mereka overvalue, mereka menyebutnya sebagai hipotesis overvaluation. myres & majluf (1984) menjelaskan manajer mempunyai keunggulan informasi untuk memanfaatkan situasi dan investor telah overestimated terhadap arus kas masa depan perusahaan, dan manajer akan menjual saham untuk menurunkan harganya. amarish, john, dan william (1987) yang dikutip oleh lai (1995) telah mengembangkan suatu signalling model yang akan memprediksi akan adanya suatu respons yang positif terhadap pengumuman seo yang dilakukan oleh perusahaan yang bertumbuh. pernyataan itu didukung oleh pillote (1992) dan denis (1994) mengatakan adanya peran positif untuk kesempatan pertumbuhan perusahaan dalam reaksi harga saham terhadap pengumuman seo. menurut hipotesis free cash flow yang diajukan oleh jensen (1986) bahwa reaksi harga pasar yang negatif merefleksikan persepsi investor pada tingkatan expected agency cost yang terdapat dalam free cash flow yang cenderung akan disalahgunakan oleh manajer untuk memaksimumkan kepentingannya dengan biaya dari pemegang saham. free cash flow (fcf) merupakan uang kas yang dapat dipergunakan untuk membiayai proyek yang mempunyai npv positif. hipotesis fcf memprediksikan bahwa investor akan bereaksi lebih negatif terhadap pengumuman right issue, apabila mereka melihat jumlah fcf yang tesedia dan besarnya penawaran yang akan menghasilkan banyak free cash flow, semakin membuka peluang manajer yang menerbitkan saham tersebut untuk menyalahgunakan fcf. mann dan siherman (1991) telah menguji peran dari kesempatan manajer untuk menyalahgunakan fcf merupakan salah satu faktor penyebab negatifnya respons pasar terhadap pengumuman right issue. journal the winners, vol. 8 no. 1, maret 2007: 24-37 26 namun, trueman (1995) membantahnya, dengan asumsi manajemen mempunyai motivasi untuk memaksimumkan kekayaan investor maka semakin besar jumlah penawaran saham baru artinya adanya peningkatan biaya modal yang ditujukan untuk membiayai investasi yang memiliki npv positif. tsangarakis (1996) dalam teori price pressure effect mengatakan semakin besar jumlah saham yang ditawarkan oleh suatu perusahaan berarti semakin besar suplai saham ke pasar maka akan semakin menekan harga saham tersebut. masalah yang akan diteliti dalam penelitian ini adalah sebagai berikut: bagaimana reaksi harga saham terhadap pengumuman right issue? bagaimana pengaruh growth opportunities pada reaksi harga saham terhadap pengumuman right issue? apakah arus kas bebas yang didapat dari penjualan saham baru mempunyai pengaruh dalam reaksi pasar pada harga saham terhadap pengumuman right issue? apakah hipotesis overaluation berpengaruh dalam reaksi pasar pada harga saham terhadap pengumuman right issue? pembatasan masalah dalam penelitian ini sebagai berikut: observasi dilakukan pada perusahaan yang melakukan penerbitan right issue di bej pada kurun waktu 7 tahun (1998-2005). tahun 1998 merupakan periode setelah krisis ekonomi dan tahun sebelumnya dari tahun 1994-1996 sudah pernah dilakukan penelitian; pengamatan harga saham dilakukan dari t = -30 s/d t = 10(periode normal) dan t = -1s/d t = + 1, dan t = 0 merupakan waktu ketika right issue diumumkan. tujuan penelitian adalah sebagai berikut: untuk mengetahui reaksi harga saham terhadap pengumuman right issue; untuk mengukur peran dari kesempatan pertumbuhan (growth opportunities) dalam reaksi pasar pada harga saham dengan diumumkannya right issue; untuk menguji pengaruh hipotesis free cash flow dalam reaksi pasar pada harga saham terhadap pengumuman right issue; untuk menguji pengaruh hipotesis overvaluation dalam reaksi pasar pada harga saham terhadap pengumuman right issue. manfaat penelitian sebagai berikut: bagi penerbit right issue atau emiten, perusahaan dapat mengetahui hal apa saja yang harus diperhatikan ketika menerbitkan kembali saham baru sehingga harga sahamnya tidak mengalami koreksi yang signifikan; bagi investor, para pelaku saham dapat mengetahui bagaimana dampak kesempatan pertumbuhan dan jumlah kas yang diperoleh suatu perusahaan yang menerbitkan right issue terhadap harga saham. pembahasan metode penelitian penelitian ini menggunakan metode deskriptif-analitis dan inferensial. metode inferensial digunakan apabila kita ingin melakukan uji hipotesis. teknik pengumpulan data yang dilakukan dalam penelitian ini menggunakan data sekunder. data diperoleh peran growth opportunities... (synthia atas sari; hartiwi prabowo) 27 dari bej (bursa efek jakarta), yaitu perusahaan yang telah go-publik dan telah melakukan penerbitan right issue pada kurun waktu 7 tahun (1998-2005). selain itu, juga menggunakan studi kepustakaan dengan membaca bahan yang terkait. sampel diambil dari perusahaan yang terdaftar di bursa efek jakarta yang melakukan right issue selama kurun waktu 7 tahun (1998-2005). jumlah sampel setelah dikurangi yang outlier, perusahaan yang juga menerbitkan bond & warrant, dan tidak tersedianya data untuk analisis adalah 27 perusahaan. pengukuran growth opportunities dilakukan dengan melakukan pengklasifikasian sampel berdasarkan perusahaan growth dan mature. pengklasifikasian itu menggunakan alat ukur, yaitu proxy dari tobin’s q (market-book value ratio). market-book value ratio (mbv) mbv merupakan proxy dari tobin’s q, yang mempuyai rumus sebagai berikut: market-book value ratio (mbv) = )( )( ebv emv mv (e) = market value of equity dan bv (e) = book value of equity, ada dalam laporan keuangan tahunan sedangkan untuk mv(e) dihitung dengan rumus: mv (e) = et x pt et = jumlah saham yang beredar pada akhir tahun dan pt = harga penutupan saham pada akhir tahun. perusahaan yang mempunyai mbv di atas mediannya merupakan perusahaan growth dan di bawah median mbv merupakan perusahaan mature. ada 10 perusahaan mature dan 17 perusahaan growth. deskriptif statistik tabel 1 menampilkan deskriptif statistik dari penawaran saham dan data perusahaan yang menerbitkan ri. deskriptif ini membagi perusahaan menggunakan rasio mbv sebagai alat ukur growth opportunities-nya. pada baris kelima, rata-rata issue size adalah 0,0030(0.3%) untuk perusahaan growth dan 0.0067(0.67%) untuk perusahaan mature dan baris ke-3 menunjukkan perusahaan melakukan penambahan saham lebih dari 0.3%dari nilai marketnya. pada baris ke-1 sebagai growth proxy, hasil q rasio perusahaan mature dan growth konsisten antara satu dengan lainnya sebagai alat ukur dari growth opportunities perusahaan yang melakukan penawaran saham, meskipun dapat dilihat perusahaan mature (2.1806) pertumbuhan perusahaan lebih besar dibandingkan perusahaan growth (0.5757). journal the winners, vol. 8 no. 1, maret 2007: 24-37 28 tabel 1 deskriptif statistik right issue untuk perusahan growth dan perusahaan mature periode 1998-2005 seluruh perusahaan perusahaan growth (17) perusahaan mature(10) deskriptif statistik q-rasio > 1 q-rasio < 1 mean median mean median mean median q-rasio* 1.1751 0.7948 0.5757 0.6515 2.1806 1.5022 risz * 0.0389 0.0032 0.0586 0.0067 0.0045 0.0030 cash flow (trilyun) (1.1550) 0.0374 1.3566 0.0970 (0.6520) 0.0045 mve (trilyun) 0.8883 0.2985 0.4034 0.3113 1.8033 0.5835 issue size (trilyun)* 0.0064 0.0008 0.0030 0.0008 0.0067 0.0010 equity (trilyun) 0.8867 0.4039 0.5894 0.5111 1.2071 0.3020 *, sampel mempunyai beda mean signifikan pada level 1 % pada tingkat mature (maju), perusahaan pada tingkat ini mempunyai aset yang besar namun kesempatan pertumbuhannya juga besar. reaksi harga pasar terhadap pengumuman right issue metode dalam menguji reaksi pasar terhadap pengumuman ri menggunakan pengukuran abnormal return, karena abnormal return merupakan selisih antara tingkat return yang terjadi (actual return) dengan tingkat return yang diharapkan (expected return). pengukuran prediksi ar menggunakan model pasar (market model) untuk 2 periode, yaitu periode normal dan periode pengumuman. periode normal adalah t = -15 s/d t = -59 dan periode pengumuman dengan t = -1 s.d. t = + 1, dimana t = 0 adalah waktu ketika ri diumumkan. setelah pengukuran ar untuk melihat reaksi pasar untuk periode normal dan periode pengumuman, digunakan caar (cumulative average abnormal return), yaitu cara yang lazim dipakai oleh peneliti sebelumnya. langkah pertama dilakukan dengan aar-nya terlebih dahulu dengan rumus sebagai berikut. aart = n ar t t tj∑ =1 , aart = average abnormal return untuk periode t, ar j,t = abnormal return saham j untuk periode t dan n = jumlah sampel setelah aar dihitung kemudian dikumulatifkan untuk masing-masing periode, periode normal dan periode pengumuman, dengan rumus sebagai berikut: caar (t1, tn) = aart1 + aart2 + aart3 + ……..+ aartn peran growth opportunities... (synthia atas sari; hartiwi prabowo) 29 caar (t1, tn) = cumulative ar untuk periode t=1 s/d t = n, aart1 = average abnormal return untuk periode 1, aart2 = average abnormal return untuk periode 2 dst, dan aartn = average abnormal return untuk periode n untuk menguji signifikasi dari caar digunakan uji statistik t dengan rumus sebagai berikut: t = ( ) ( )aarsdn ttcaar n × ,1 n = jumlah hari bursa pada periode pengamatan dan sd (aar) = standard deviasi dari average abnormal return. hasil hasil perhitungan caar untuk periode normal dan periode pengumuman berikut kesignifikansiannya dapat dilihat pada tabel 2. pada tabel paling atas dapat dilihat dan sampel belum dibagi 2, hasil aar merupakan hasil dari seluruh sampel (27 perusahaan). tabel berikut, merupakan hasil sampel perusahaan growth dan mature menurut alat ukur growth opportunities, yaitu market-book value ratio. tabel 2 hasil abnormal return dengan metode average abnormal retrun seluruh perusahaan n= 27 hari cumulative aar sd t -30 s/d -10 -0.0049 0.0165 -0.0651 -1,0,+1 1.5432 0.0198 45.0923 perusahaan mature n = 10 hari cumulative aar sd t -30 s/d -10 0.0193 0.0196 0.2150 -1,0,+1 0.2776 0.0130 12.3396 perusahaan growth n = 17 hari cumulative aar sd t -30 s/d -10 -0.0192 0.0216 -0.1933 -1,0,+1 2.2876 0.0244 54.0504 untuk menguji hipotesis 1, diuji reaksi harga saham terhadap pengumuman right issue dapat dilihat: pada tabel seluruh perusahaan yang menggunakan metode average journal the winners, vol. 8 no. 1, maret 2007: 24-37 30 abnormal return, mengalami peningkatan (tidak mengalami penurunan) pada periode pengumuman (-1,0,1) menjadi 1.5432 point. dan hasil ini signifikan secara statistik. hasil itu tidak sesuai dengan simpulan smith (1986). pada perusahaan growth dan perusahaan mature menunjukkan peran growth opportunities pada reaksi pasar terhadap pengumuman ri. hasil menunjukkan bahwa growth opportunities memberikan dampak positif pada reaksi pasar dan hasil itu signifikan pada panel mbv. hasil ar dari perusahaan growth lebih positif dibandingkan perusahaan mature. pada perusahaan, growth nilai dari asar-nya pada periode pengumuman right issue2.2876 dan pada perusahaan mature nilai asar-nya pada periode pengumuman right issue 0.2776, dan signifikan secara statistik. kesignifikan itu diduga karena penggunaan dana untuk tujuan operasional dan pemegang saham mayoritas menempatkan perwakilannya di manajemen perusahaan. hasil itu tidak konsisten dengan pendapat smith. analisis regresi pada reaksi harga saham dalam menguji hipotesis free cash flow dan overvaluation, peneliti menggunakan regresi cross section untuk meneliti lebih lanjut ke-2 hipotesis dalam menjelaskan reaksi pasar terhadap pengumuman right issue. variabel terikatnya adalah average standardized abnormal return pada periode pengumuman dan variabel bebasnya adalah market-book value ratio, relative issue size, dan cash flow sebelum penawaran. model dalam penelitian ini adalah sebagai berikut. y = a + b (mbv ) + c (risz_g) + d (risz_m) + e (cf_g ) + f (cf_m) y = variabel terikat ( asar ) mbv = growth opportunities dengan market-book value risz_g = relative issue size untuk perusahaan growth risz_m = relative issue size untuk perusahaan mature cf_g = cash flow untuk perusahaan growth cf_m = cash flow untuk perusahaan mature (sumber: hei wai lee, “a free cash flow explanation for the wealth effect of seasoned equity offerings,” american business review, june 1998, p. 100-108) pengukuran variabel menghitung variabel relative issue size (risz) menurut hipotesis fcf, proses penawaran yang diukur dari relative issue size dapat digunakan untuk melihat peningkatan free cash flow. berdasarkan hipotesis fcf untuk perusahaan mature yang mempunyai growth opportunities yang kecil, proses peran growth opportunities... (synthia atas sari; hartiwi prabowo) 31 penawaran ini akan meningkatkan secara proporsional antara free cash flow dan expected agency cost. oleh karena itu, koefisien untuk variabel risz ini diprediksikan adalah negatif. dalam dunia informasi asimetris, risz dari penawaran dapat dipakai oleh investor sebagai informasi dari perusahaan emiten. oleh karena itu, menurut hipotesis overvaluation dari myres dan majluf (1984) memprediksikaan koefisien negatif risz untuk perusahaan growth maupun mature. relative issue size dihitung dengan rumus: risz = is : mv (e) risz = relative issue size, is = besarnya saham yang dikeluarkan pada penawaran umum terbatas, mv(e) = market value of equity. ( lihat rumus di atas ) berdasarkan hipotesis fcf, perusahaan growth yang mempunyai growth opportunities yang besar, koefisien untuk risz tidak dapat ditentukan karena perubahan pada fcf-nya tidak jelas sebab penawaran yang besar dapat menghasilkan peningkatan fcf yang kecil karena mempunyai growth opportunities yang sangat besar, begitu juga sebaliknya. dalam regresi cross section pada model ini, variabel risz_g dihitung dengan rumus di atas sedangkan untuk perusahaan mature adalah 0. demikian juga sebaliknya, variabel risz_m dihitung dengan rumus diatas sedangkan untuk perusahaan growth adalah 0. menghitung variabel arus kas/cash flow (cf) free cash flow didefinisikan sebagai cash flow yang dapat digunakan untuk membiayai proyek npv positif. cash flow didefinisikan sebagai pendapatan operasi sebelum depresiasi dikurangi biaya bunga, pajak, common, dan preffered dividends (lehn, k. dan a. poulsen, 1989). dilakukan pemisahan terhadap fcf-nya perusahaan growth dan fcf-nya perusahaan mature, dengan alasan sebagai berikut. pertama, untuk meneliti lebih lanjut mengenai hipotesis free cash flow, digunakan variabel free cash flow untuk perusahaan growth dan mature. kedua, untuk perusahaan mature yang diasumsikan tidak mempunyai growth opportunities, seandainya ada pun akan kecil, tingkat besarnya free cash flow dan expected agency cost adalah proporsional pada level cash flow. berdasarkan hal tersebut, hipotesis fcf, memprediksikan koefisien negatif untuk fcf_m. ketiga, untuk perusahaan growth, hampir sama dengan risz_g, hubungan antara besarnya free cash flow dengan level cash flow diragukan. oleh karena itu, koefisien untuk fcf_g tidak dapat ditentukan. seperti halnya pada risz, variabel cf_g dihitung dengan rumus di atas sedangkan untuk perusahaan mature adalah 0. demikian juga sebaliknya, variabel cf_m dihitung dengan rumus di atas sedangkan untuk perusahaan growth adalah 0. journal the winners, vol. 8 no. 1, maret 2007: 24-37 32 hipotesis berdasarkan uraian tersebut, penulis mengambil hipotesis sebagai berikut. h1 : pasar memberikan respon negatif terhadap harga saham pada pengumuman right issue h2 : semakin besar growth opportunitiesnya maka reaksi sahamnya akan semakin baik h3 : semakin besar cash flow sebelum penawaran, maka reaksi saham akan semakin buruk h4a : semakin besar rasio penawaran saham baru terhadap saham lama akan memberikan reaksi buruk pada harga saham h4 b: semakin negatif reaksi pasar pada rasio saham yang ditawarkan terhadap saham lama, nilai perusahaan semakin overvalue hasil untuk menguji hipotesis 2: tabel 3 merupakan hasil analisis regresi cross section pada reaksi pasar terhadap pengumuman right issue. koefisien variabel growth opportunites (mbv) adalah negatif dan tidak signifikan secara statistik. hasil itu sesuai dengan hasil perhitungan statistik pada tabel 2 sehingga untuk model mbv sesuai dengan hipotesis fcf bahwa growth opportunities mempunyai dampak positif pada reaksi negatif pasar terhadap pengumuman ri. hal itu sesuai dengan pendapat amarish,john dan william(1987). hasil regresi dengan proxy tobin q rasio tabel 3 hasil regresi dengan tobin q rasio beta trasio intersep 0.839 1.049 tobin -0.082 -0.354 relative issue size-growth -0.072 -0.255 relative issue size-mature -0.083 -0.336 cash flow – growth -0.012 -0.046 cash flow – mature 0.002 0.008 r square 0.016 f rasio 0.070 untuk melakukan uji selanjutnya, digunakan variabel risz dan cf untuk membantu uji hipotesis fcf. seperti yang terlihat pada tabel 3 bahwa cf_m lebih memberikan koefisien positif dibandingkan cf_g. koefisien cf_g mempunyai tanda negatif dan koefisien untuk cf_m mempunyai tanda positif, namun keduanya tidak signifikan secara statistik. hal itu mengindikasikan tidak menemukan hubungan yang nyata antara besarnya cash flow dengan reaksi harga saham terhadap pengumuman right issue. ketidaksignifikanan variable cash flow dengan alasan adanya keterkaitan antara investor mayoritas dengan manajer sehingga investor percaya akan kinerja yang akan dilakukan oleh manajer. peran growth opportunities... (synthia atas sari; hartiwi prabowo) 33 selain hal itu, juga adanya pengaruh dari persentase saham yang sedikit (kecil) yang dimiliki oleh public. untuk perusahaan growth, makin besarnya free cash flow yang dipunyai oleh suatu perusahaan memberikan dampak negatif pada abnormal return yang artinya investor takut bahwa manajemen perusahaan akan salah langkah dalam melakukan penggunaan cash flow yang besar. variabel risz_g & risz_m memiliki tanda koefisien negatif, namun juga tidak signifikan untuk tingkat 1%. hal itu berarti bahwa semakin besar rasio penawaran saham, baru terhadap saham lama memberikan reaksi negatif pada harga saham, ho diterima namun tidak signifikan. ketidaksignifikan untuk risz dimungkinkan karena investor tidak melihat rasio risz dalam memberikan reaksi pada right issue dan investor tidak menilai suatu perusahaan overvalue kalau perusahaan tersebut menerbitkan right issue. penjelasan ketidaksignifikanan variabel bebas beberapa faktor yang diduga menjadi penyebab ketidaksignifikanan variabel bebas pada regresi menggunakan rumus market-book value ratio adalah sebagai berikut. variabel cash flow untuk perusahaan growth dan mature besarnya cash flow yang tersedia akhir tahun sebelum penawaran tidak memberikan pengaruh signifikan pada abnormal pada pengumuman right issue, walaupun besarnya cash flow merupakan peluang dari manajer untuk menyalah gunakan cash flow tersebut. ketidaksignifikanan variabel cash flow growth dan mature karena hal berikut. pertama, keterkaitan yang kuat ditemukan antara mayoritas pemegang saham dengan kegiatan operasional atau manajemen perusahaan. keterkaitan itu karena mayoritas sahamnya dikuasai oleh orang-orang tertentu atau keluarga tertentu dan perusahaan tertentu. karena mayoritas saham dimiliki oleh orang/keluarga dan perusahaan tertentu, manajer yang ditunjuk adalah manajer hasil pilihan mereka sehingga tidak jarang kita melihat para direksi merupakan keluarga, teman pemilik saham mayoritas tersebut. selain itu, komisaris yang ditunjuk untuk mengawasi jalannya manajemen perusahaan adalah orang mereka juga. kedua, persentase kepemilikan saham publik sangat kecil. dari jumlah sampel penelitian sebanyak 27 perusahaan, ditemukan bahwa hanya ada 6 perusahaan yang sahamnya dimiliki publik di atas 50%, sisanya sebanyak 21 perusahaan dikuasai oleh keluarga dan perusahaan tertentu sehingga keputusan penting, seperti penerbitan right issue juga dikuasai oleh keluarga dan perusahaan tertentu itu. jadi, besar–kecilnya cash flow sebelum penawaran tidak memberikan dampak berarti bagi perusahaan yang menerbitkan right issue karena penggunaan cash flow dilakukan oleh keluarga dan teman pemilik saham mayoritas. journal the winners, vol. 8 no. 1, maret 2007: 24-37 34 variabel risz_g dan risz-m variabel risz_g & risz_m memiliki tanda koefisien negatif, namun juga tidak signifikan untuk tingkat 1%. hal itu berarti bahwa semakin besar rasio penawaran saham terhadap saham lama memberikan reaksi negatif pada harga saham. ketidaksignifikan untuk risz dimungkinkan karena investor tidak melihat rasio risz dalam memberikan reaksi pada right issue dan investor tidak menilai suatu perusahaan overvalue, kalau perusahaan tersebut menerbitkan right issue. penutup berdasarkan pembahasan, dapat disimpulkan bahwa pada pengumuman right issue di bursa efek jakarta, pasar memberikan reaksi positif dan pengaruhnya signifikan. demikian juga pada periode normal sehingga dapat dikatakan bahwa dengan adanya pengumumana right issue, pasar menilai akan adanya penggunaan dana untuk tujuan operasional. dan juga reaksi positif terjadi karena pemegang saham mayoritas menempatkan perwakilannya di manajemen perusahaan kesempatan pertumbuhan (growth opportunities) memberikan dampak positif pada reaksi negatif pasar dalam pengumuman right issue dan signifikan secara statistik sehingga dapat dikatakan growth opportunities memberikan hubungan yang nyata pada reaksi pasar ini. hasil penelitian mengenai relative issue size untuk perusahaan mature dan growth memberikan dampak negatif, namun tidak signifikan pada abnormal return. artinya, hal itu berarti bahwa semakin besar penawaran saham, makin kecil abnormal return dalam menjelaskan reaksi pasar pada pengumuman right issue. dan penawaran saham dilakukan dalam kondisi overvalue sehingga secara statistic ho diterima. koefisien cf_g mempunyai tanda negatif dan koefisien untuk cf_m mempunyai tanda positif, namun keduanya tidak signifikan secara statistik. hal itu mengindikasikan tidak ditemukan hubungan yang nyata antara besarnya cash flow dengan reaksi harga saham terhadap pengumuman right issue. saran untuk penelitian selanjutnya adalah diusulkan untuk melakukan penelitian menggunakan variabel bebas lainnya yang mungkin secara signifikan dapat menjelaskan hubungan dengan reaksi negatif pasar terhadap pengumuman right issue. misalnya variabel komposisi pemegang saham individu/kelompok tertentu dengan publik, variabel struktur kepemilikan modal, variabel manajer yang sekaligus sebagai pemegang saham, variabel rasio hutang terhadap saham (der), variabel umur perusahaan, dan lain-lain. peran growth opportunities... (synthia atas sari; hartiwi prabowo) 35 dari hasil penelitian diperoleh penolakan terhadap hipotesis (ha) yang menurut teoritis seharusnya benar. hal itu karena kepemilikan saham lebih bersifat kelompok dan saham untuk publik hanya dalam persentase kecil. disarankan untuk penelitian berikutnya lebih ditekankan pada aspek perilaku yang terjadi setelah periode pengumuman right issue atau peranan dari kepemilikan saham kelompok terhadap harga saham perusahaan yang melakukan right issue. daftar pustaka alam, syamsu. 1995. “dampak right issue pada kemakmuran pemegang saham periode 1993,” laporan akhir program studi mm – universitas gadjah mada. amarish, john and william. 1987. dikutip oleh lai, wan lung, “equity issuence by right offering: a study of uk market,” desertation arizona state university, 1995. ananta, aris. 1987. landasan ekonometrika. jakarta: pt gramedia. asquith, paul dan david mullins. 1986. “equity issues and offering dillution,” journal of financial economics 15, p. 61-89. callen, jeffrey l. “estimating the cost of equity capital using tobin’s q,” the engineering economist, vol. 33, number 4 (summer 1988), p. 349-358. collins, d. dan w. dent. “a comparison of alternative testing methodologies used in capital market research,” journal of accounting research, 22 (spring 1984), p. 48-85. dehnert, jocelyn anne. 1993. “a study of rights, issue of equity; a theoritical &empirical analysis,” desertation unsw. denis, d. “investment oppurtunities and the market reaction to equity offerings,” journal of financial and quantitive analysis, 29 (june 1994), p. 159-177. douglas, emery and john d. finnerty. 1997. corporate financial management. new jersey: prentice hall inc. hei wai lee. “a free cash flow explanation for the wealth effect of seasoned equity offerings,” american business review, june 1998, p. 100-108. journal the winners, vol. 8 no. 1, maret 2007: 24-37 36 horim, moshe ben and jeffrey l. callen. “the cost of capital, macaulay’s duration, and tobin’s q”, the journal of financial research, vol xii, no.2, summer 1989, p. 143-156. israel, r., a. ofer dan d. siegel. “the information content of equity for debt swaps: an investigation of analyst forecasts of firm cash flow,” journal of financial economics, 25 (december 1989), p. 349-370. johnson, et. al. “seasoned equity offering for new investment & the information content of insider trader,” the journal of financial research 29, 1996, 91-103. judge, george g. et.al. 1988. introduction to the theory and practice of econometrics. second edition. singapore: john wiley & sons inc. kang, hyosuk. “effect of seasoned equity offering in korea on shareholder’s wealth,” pasific basin capital market research, el sevier science publication b.v., north holland, 1990, p. 266-282. lang, l. dan r. litzenberger. “devidend announcements: cash flow signalling vs. free cash flow hypothesis,” journal of financial economics, 24 ( september 1989 ), p. 181-191. lehn, k. dan a. poulsen. “free cash flow and stockholder gains in going private transaction,” journal of finance, 44 ( july 1989 ), p. 771-788. lindeberg, e. dan s. ross. “tobin’s q ratio and industrial organization,” journal of business, 54 ( january 1981 ), p. 1-32. lucas, d. dan r. mcdonald. “equity issues and stock price dynamics,” journal of finance, 45 ( september 1990 ), p.1019-1043. masruroh. 2000. “dampak pengumuman right issue terhadap shareholder wealth di bursa efek jakarta,” thesis program pascasarjana universitas indonesia. masulis dan korwar. 1986. “seasoned equity offering: an empirical investment,” journal of finance 15. miller, merton and kevin rock. 1985. “devidend policy under asymetric information,” journal of finance 40, p. 103-1051 mucharom. 1997. “pengaruh right offering terhadap rate of return saham di bej,” laporan internship program studi mm – universitas gadjah mada. peran growth opportunities... (synthia atas sari; hartiwi prabowo) 37 myres and majluf. 1984. “corporate financing and investment decisions when firms haave informations that investors don’t have,” journal of economics, vol. 13, p. 187-221. pillote, e. “growth oppurtunities and the stock price response to new financing,” journal of business, 65 ( june 1992 ), p. 371-394 ross, stephen a., randolph westerfield, and jeffrey jaffe. 1996. corporate finance. fourth edition. chicago: the mcgraw hill companies. sanders, r. jr. dan r. robins. “discriminating between wealth and information effects in event studies in accounting and finance research,” review of quantitative finance and accounting, 1 (september 1991), p. 307-329 smith, c. jr. “investment banking and the capital acquisition process,” journal of financial economics, 15 ( march / june 1986 ), p. 3-29. tsangaralis, nickolas v. 1996. “shareholder wealth effect of equity issues in emerging markets: evidence fron right offerings in greece,” financial management, p. 21,23,25. widjaja, indra. 2000. “pengaruh penawaran umum terbatas (right issue) terhadap imbalan saham,” disertasi program pascasarjana universitas indonesia. microsoft word 07_henny h._intelektual capital.doc journal the winners, vol. 8 no. 1, maret 2007:100-109 100 model pencatatan intellectual capital dalam menghadapi perubahan paradigma akuntansi baru henny hendarti 1 abstract the more competitive of competition in business world has made the company having competitive advantage continuously through the management of human resource. competitive advantage can be created with intellectual capital, by human capital, structural capital, customer capital, commitment, and competence. the article discuss intellectual capital record model in facing the changes of new accounting paradigm. keywords: intellectual capital, record model, accounting abstrak semakin kompetitifnya persaingan dalam dunia bisnis, mengharuskan perusahaan untuk dapat memiliki keunggulan kompetitif yang berkesinambungan melalui pengelolaan sumber daya manusia. keunggulan bersaing dapat diwujudkan dengan adanya intellectual capital, melalui human capital, structural capital, customer capital, komitmen, dan kompetensi. artikel membahas model pencatatan intellectual capital dalam menghadapi perubahan paradigma akuntansi baru. kata kunci: intellectual capital, model pencatatan, akuntansi 1 jurusan komputerisasi akuntansi, fakultas ilmu komputer, ubinus, jl. k.h. syahdan no. 9, kemanggisan/palmerah, jakarta barat 11480, henny@binus.ac.id model pencatatan intellectual... (henny hendarti) 101 pendahuluan pada zaman milenium ini telah terjadi perubahan pola industri fisik kepada pola industri yang berbasis teknologi tinggi sehingga alvin toffler menyebutkan sebagai abad informasi sedangkan peter druker mengatakan telah muncul ekonomi baru, yaitu adanya “knowledge society” dunia memasuki jaman “knowledge base industries”, meliputi industri komputer dan high technology, industri software dan penelitian obat, sedangkan dalam bidang jasa meliputi industri keuangan dan asuransi, perusahaan media dan multi media, dan institusi pendidikan. industri baru tersebut secara langsung menciptakan transformasi, kapitalisasi, dan distribusi pengetahuan sebagai sarana memperoleh penghasilan. realitas itu menunjukkan bahwa perubahan pola industri dengan sumber daya pisik (pabrik, mesin, dan tanah) telah berubah pada pola industri berbasis pengetahuan. perubahan pola industri tersebut belum direspons dan dilaporkan secara memadai dalam laporan keuangan perusahaan. jika pada masa revolusi industri sebelumnya respons perubahan lingkungan ekonomi terhadap akuntansi adalah para akuntan memperkenalkan metode penyusutan dan kapitalisasi untuk investasi pada aset fisik dapat dilaporkan sebagai sumber daya pada perusahaan sedangkan perubahan pada era “knowlegde-based industry” belum direspons secara memadai. sistem akuntansi double entry yang berumur hampir 500 tahun belum mampu untuk menangkap untuk melaporkan adanya investasi yang telah dikeluarkan untuk memperoleh sumber daya nonfisik dan hanya terbatas pada “intellectual property”. pengeluaran untuk investasi nonfisik masih dicatat sebagai biaya, bukan dilaporkan sebagai aset atau sumber daya perusahaan yang nantinya akan mendatangkan “future economic benefit”. kejadian dapat dilihat pada value added analysis, dalam rangkaian nilai (value chain) menunjukkan nilai diciptakan dari tahap riset dan pengembangan sampai pelayanan pada pelanggan. pada akuntansi tradisional, pengeluaran yang dicatat sebagai aset dalam rangkaian nilai adalah pengeluaran pada tahap produksi, yaitu dikapitalisasi sebagai inventory. pada tahap riset dan pengembangan, walaupun telah ada standar (fasb) tetapi penerapan masih sangat sulit. psak mengharuskan pembebanan pada periode terjadinya pengeluaran untuk riset, untuk pengembangan harus memenuhi persyaratan tetentu, sedangkan untuk pengeluaran setelah tahap produksi seluruhnya dibebankan sebagai biaya rahun berjalan. di samping terjadi perubahan lingkungan pelaporan akuntansi, terjadi perubahan paradigma akuntansi yang sebelumnya menganggap laporan keuangan mempunyai fungsi stewardship, yaitu fungsi kepengurusan pertanggungjawaban kepada pemilik sedangkan paradigma akuntansi yang baru melihat bahwa laporan keuangan sebagai informasi untuk mengambil keputusan ekonomi oleh investor dan kreditor (pengguna utama). pada journal the winners, vol. 8 no. 1, maret 2007:100-109 102 paradigma akuntansi untuk keperluan pertanggungjawaban/kepengurusan penilaian item laporan keuangan, didasarkan pada historical cost sedangkan pada paradigma akuntansi untuk mengambil keputusan mensyaratkan sumber daya perusahaan harus diukur berdasarkan nilai (total creation value atau current value) itu dapat dilihat pada amandemen akuntansi amerika atau di indonesia untuk pengukuran historical cost ke fair value. pada akuntansi berdasarkan nilai itulah terjadi masalah saat dibandingkan antara nilai sumber daya perusahaan dibanding dengan nilai sumber daya yang tercantum di neraca dengan nilai pasar saham perusahaan. hal itu terjadi secara mencolok pada perusahaan yang berbasis pengetahuan. menurut hasil penelitian steward, untuk perusahaan yang berbasis pengetahuan bahwa dalam jangka panjang perbandingan antara nilai buku yang tercantum di neraca dengan nilai pasar saham berbanding 1:7 sedangkan untuk industri baja 1:1. hasil penelitian itu sebagai bukti adanya “missing value” untuk perusahaan yang berbasis pengetahuan. setelah itu, diakibatkan adanya “intangible assets”yang tidak dicatat oleh perusahaan dalam neraca tetapi menyumbangkan nilai yang besar terhadap perusahaan. hal itu dapat dimengerti pada perusahaan yang berbasis pengetahuan, pengeluaran yang nantinya menciptakan nilai perusahaan pada tahap selain produksi dibebankan sebagai biaya sedangkan pada tahap produksi yang oleh (gaap) bahwa pengetahuan tersebut dapat dikapitalisasi justru tidak terlalu berarti untuk industri yang berbasis pengetahuan. akibat pola perubahan tersebut, terjadi tuntutan untuk merubah paradigma dan atribut pengukuran akuntansi tradisional. menurut ifac (1998) adalah: kebutuhan alat baru untuk mengelola investasi dalam keahlian karyawan, informasi teknologi; kebutuhan bentuk pengukuran akuntansi yang berbeda diantara perusahaan untuk menunjukkan indicator intellectual capital; kebutuhan untuk mengukur tingkat pengembalian investasi dalam keahlian karyawan, informasi dan teknologi dalam jangka panjang. akuntansi tradisional hanya memberikan informasi yang bersifat backward looking information sehingga untuk memprediksi manfaat masa depan (forward looking information), akuntansi tradisional kehilangan nilai gunanya dan dapat memberikan informasi secara fair value. pembahasan pengertian intellectual capital dari berbagai penelitian dapat disimpulkan bahwa intellectual capital adalah sumber daya berupa pengetahuan yang tersedia di perusahaan yang akhirnya memberikan future economic benefit pada perusahaan tersebut. jadi, inti dari keberadaan intellectual capital adalah pengetahuan itu sendiri yang didukung proses informasi untuk mendukung model pencatatan intellectual... (henny hendarti) 103 informasi pihak luar. pengetahuan tersebut dibagi dua, yaitu pengetahuan eksplisit yang dapat didokumentasi, misalnya tersedianya informasi di homepage diakses beberapa kali marginalnya tetap nol sedangkan pengetahuan yang tidak terungkap (tacit) diperoleh dari pelatihan, praktik, dan tidak mudah ditransfer. dalam penelitian joia: 2000, memformulasikan pengukuran pengetahuan secara keseluruhan adalah *knowledge = informasi + s (experience, value, patterns, implicit rules). sumber daya ini merupakan sumber yang unik dan masalah pengukurannya pun kompleks dan tidak mudah diidentifikasikan kepemilikannya tetapi pengetahuan mempunyai peran dalam meningkatkan nilai dan kelangsungan hidup perusahaan. winter (1998) membagi intellectual capital menjadi: human capital, structur capital (inovation, proses, dan relationship). human capital adalah kombinasi antara genetik, pendidikan, pengalaman sikap mental tentang hidup. sumber daya manusia itulah yang akan mendukung customer capital dan inti dari terciptanya intellectual capital. struktur kapital meliputi kemampuan organisasi mengembangkan untuk menjangkau pasar atau hardware, software, database, struktur organisasi, patent, trade mark, dan segala sesuatu yang mendukung produktivitas karyawan. pengetahuan dari rangkaian pasar, pelanggan, hubungan dengan supplier, hubungan dengan pemerintah, asosiasi industri. customer capital dapat diproses dengan struktur capital yang akhirnya menghasilkan hubungan yang baik dengan luar sehingga interaksi hubungan ketiga komponen intellectual capital akan menciptakan nilai dari perusahaan secara keseluruhan. indikator pengukuran intellectual capital konsep pengukuran intellectual capital oleh para peneliti terbagi menjadi dua, yaitu pengukuran monetery dan non-monetery. banyak peneliti internasional percaya bahwa mungkin untuk menyusun sistem informasi yang memungkinkan mengkuantifikasikan intellectual capital dalam ukuran monoter di neraca tetapi yang menjadi masalah bagaimana interpretasi angka tersebut. pengukuran intellectual capital lainnya yang tidak bersifat moneter adalah balance score card yang dikembangkan oleh kaplan dan norton, keduanya membagi pengukuran intellectual capital dalam empat fokus: financial focus, customer focus, process focus, dan learning focus. selanjutnya, edvinson dan malose (1997) mengukur intellectual capital menjadi lima fokus: financial focus, customer focus, process focus, renewal dan development focus, dan human focus. di samping pengukuran yang bersifat moneter, para pemilik intellectual capital juga menggunakan indikator sebagai pembanding indikator yang digunakan terdapat beberapa yang menurut (ifac): book value/market capitalisasi; book value replacement; calculate intangible value. untuk hal itu, tobin (1994) memperkenalkan rumus “s”q”, yaitu dengan menyesuaikan book value menggunakan replacement cost journal the winners, vol. 8 no. 1, maret 2007:100-109 104 pada assets tangible sedangkan civ menggunakan rumus dengan membandingkan roa perusahaan dengan perusahaan lain kelebihannya merupakan intellectual capital. bontis (2000) memperkenalkan rumus eva (economic value added) dengan rumus: net sales – op exp-taxes-cap charges = eva selanjutnya, eva itu mengasumsikan residual income akan menaikkan perusahaan. teori akuntansi tradisional klaim terhadap perlunya paradigma akuntansi baru dengan alasan ketidakmampuan teori akuntansi lama untuk menangkap dan menyajikan adanya proses nilai yang dilakukan oleh perusahaan. intellectual capital merupakan fenomena ekonomi baru: dalam frame fasb concept nomor 6 mendefinisikan assets: “assets are probable future economic benefit obtained or controlled by a particular entity as a result of past transaction or event” sehingga syarat aset adalah sebagai berikut: adanya manfaat ekonomi dimasa yang akan datang; diperoleh dan dikendalikan oleh perusahaan; dari kejadian atau transaksi masa lalu. untuk masalah pertama, pengukuran assets untuk intellectual capital jelas terpenuhi. hal itu terjadi karena dengan adanya intellectual capital, terdapat kinerja perusahaan, adanya cash in flow. selanjutnya, kriteria ketiga dapat terpenuhi dan dapat dicatat assets hanya sebesar pengorbanan ekonomis yang dikorbankan untuk mendapatkan intellectual capital, contoh intellectual capital yang tercipta melalui development. masalah kriteria kedua, yaitu pengendalian perusahaan intellectual capital tidak dapat dilakukan oleh perusahaan karena intellectual tetap milik karyawan bukan perusahaan. sifat umum dari intangible assets termasuk intellectual capital adalah adanya ketidakpastian tentang keberadaan dan hubungan yang dapat ditelusuri antara pengorbanan ekonomis dengan hasilnya sehingga dalam pemahaman dalam akuntansi tradisional terdapat kendala sifat yang kualitatif informasi atau atribut relevansi (hubungan antara pengorbanan dan manfaat) dan reliability (kehandalan pengukuran dan kepastian kebenaran). hal itu mengakibatkan tuntutan untuk melakukan perombakan pengukuran dalam akuntansi. sveiby (1998) menyarankan untuk melakukan pelaporan keuangan dengan dua bentuk, yaitu dengan laporan keuangan yang lama dalam bentuk ukuran moneter ditambah dengan laporan khusus tentang intellectual capital dengan ukuran nonmoneter. ada fenomena ekonomi baru yang sangat revolusioner, yaitu tuntutan untuk membuat paradigma akuntansi baru dengan total value creation. dalam sudut pandang fasb pada statement of financial accounting concept no. 5 tentang spektrum informasi, masalah intellectual capital ini dapat diadopsi dengan masuknya informasi tersebut ke dalam katagori “suplementary information” sebagai laporan khusus kepada stakeholder. hal itu baru merupakan masukan dewan standar akuntansi untuk menyusun format pelaporan husus tersebut. model pencatatan intellectual... (henny hendarti) 105 tuntutan intellectual capital diakui sebagai assets, dalam sudut pandang akuntansi tradisional sebenarnya adalah tuntutan adanya pengakuan assets yang timbul dari internal development untuk intangible assets. internat development yang diakui sebagai assets pada standar akuntansi yang telah ada adalah pengakuan assets dalam rangkaian nilai (value chain) saat development sedangkan riset sebagai biaya. intellectual capital dan atribut moneter dan nonmoneter pengukuran atribut non-intellectual capital terbagi atas dua pendekatan, yaitu pendekatan moneter dan nonmoneter. pengukuran moneter terdiri dari pengukuran market capitalism methods (mcm), yaitu menghitung perbedaan antara nilai kapitalisasi perusahaan dengan nilai buku perusahaan. selain itu, juga terdapat return on assets methods (roa), yaitu rata-rata laba sebelum pajak perusahaan dari beberapa periode dengan dibagi rata-rata tangible assets. hasilnya dibandingkan dengan rata-rata roa industri sejenis, selisihnya dikalikan dengan tangible assets perusahaan, contohnya eva (economic value addeds) steward, calculate intangible value (civ) steward. atribut yang menggunakan pendekatan nonmoneter dan keberadaan intellectual capital diukur dari pertumbuhan dari masing-masing indikator. pengukuran dari atribut moneter masih terpusat dengan data dari akuntansi yang dipakai saat ini. bagi manajemen, penggunaan aribut moneter tak banyak manfaatnya karena angka yang dihasilkan tidak memberi gambaran yang bagaimana sumber daya pengetahuan perusahaan menghasilkan nilai bagaimana mengelola sumber daya perusahaan untuk terus menghasilkan nilai. karena atribut moneter menggunakan data nilai kapitalisasi pasar, penilaian ini tidak dapat digunakan untuk organisasi nirlaba dan perusahaan yang belum masuk bursa. walaupun pengukuran moneter mempunyai kelemahan dari sudut pandang auditor, pengukuran moneter dapat diaudit (auditable) karena data yang digunakan adalah data laporan keuangan yang telah diaudit. pengukuran dengan nonmeneter mempunyai keuntungan yang memberikan gambaran komprehensif tentang kondisi dan unsur yang menyumbangkan kebenaran intellectual capital (key succsess factor) dan memudahkan intrepretasi. bagi perusahaan untuk melakukan pengelolaan terhadap sumber daya pengetahuan perusahaan dan untuk mengetahui hubungan antara investasi dalam intangible assets dengan nilai yang diciptakan. kelemahan adalah kerumitannya dan bagi pihak yang tidak mempunyai pengetahuan tentang intellectual capital, tentu mengalami kesulitan dalam intrepretasi pengukuran tersebut sehingga pengembangan metode ini terbatas bagi perusahaan besar. pada umumnya, penggunaan atribut nonmoneter akan melaporkan key succsess factor karena terjadinya perbedaan variabel operasional dari intellectual capital. journal the winners, vol. 8 no. 1, maret 2007:100-109 106 perlunya pengungkapan intellectul capital terdapat dua model pengungkapan intellectual capital, yaitu pengungkapan berdasarkan kunci sukses perusahaan melalui strategi manajemen dalam memenangkan pertarungan bisnis. sebagai contoh, dari kunci sukses antara lain adalah balance score card dari kaplan dan norton, value chain scarboard dari sveiby. model lain yang disarankan untuk pengungkapan intellectual capital adalah model input output yang dikembangkan baruch lev: investasi yang menciptakan intangible assets adalah investasi dalam: penelitian dan pengembangan (research & development); teknologi informasi; pelatihan karyawan; perekrutan karyawan. masing-masing investasi tersebut, proses penciptaan intangible assets adalah melalui tiga tahap fundamental proses inovasi. pertama, pencarian/pembelajaran, produk baru (obat-obatan, software, consumer electronics), pemrosesan (internet based supply atau channel distribution), dan pelayanan yang dikembangkan. kedua, implementasi: tahap pelayanan teknologi dari produk dan jasa, seperti obat-obatan. pada tahap ini biasanya mulai diajukan perlindungan hukum untuk paten, cap dagang, dan kekayaan intellectual lainnya. ketiga, komersialisasi: kekayaan teknologi telah mencapai tahap keberhasilan ekonomi untuk dipasarkan. pada tahap ini, cost dari pengembalian investasi dari arus kas masuk mulai dinikmati dari proses inovasi. keempat, tiap investasi intangible assets, terutama penciptaan nilai sampai tahap pengembalian cost of capital memerlukan waktu (time lag) yang berbeda-beda proses itu hampir mempunyai kesamaan bahwa tiap investasi intangible assets mempunyai tiga tahap sebelum menghasilkan arus kas, yaitu tahap pencarian/pembelajaran, tahap implementasi, dan komersil. karena sifatnya yang umum, baruch lev (2000) menawarkan pengungkapan intellectual capital/intangible assets secara standardisasi dengan model input output dari investasi. hal itu dapat digambarkan dalam tabel 1. tabel 1 inovation capabilities input output product development int r & d innovation sales acquired technology process r & d cost efficiency basic research patent, trade mark, licensing, revenue human resources performance base compensation employee turnover employee training perks workforce quality customer customer acquisition cost repeat customer (layality) advertising/promotion customer value brand & trademark acquisition brand value net working r & d aliances operating dormand patent product and revenue share marketing aliance operating dormand revenue share from aliances internet operation web related, revenue input model pencatatan intellectual... (henny hendarti) 107 perlunya informasi akuntansi kepada publik karakteristik kualitatif informasi dalam akuntansi tradisional adalah sebagai berikut. pertama, dapat dipahami (under standability) merupakan unsur yang mutlak terjadinya komunikasi antara pemberi laporan dengan pembaca laporan. penggunaan dan pengembangan dalam jangka waktu yang panjang akan menghasilkan format akuntansi baru yang memungkinkan menjadi bahasa bisnis. kedua, relevan (relevance): berhubungan dengan feed back value (backward looking information) dan predictive value (forward looking information). akuntansi tradisional banyak dikritik karena hanya memberikan feedback value, padahal tujuan laporan keuangan adalah digunakannya sebagai informasi untuk keputusan ekonomi sehingga kebutuhan akuntansi baru yang dapat memberikan forward looking information akan sangat bermanfaat untuk memprediksi dimasa yang akan datang. ketiga, keandalan (reliability): berhubungan dengan penyajian laporan secara jujur, objektif, dan dapat diaudit. masalah keandalan menjadi masalah yang rumit karena intellectual capital sifatnya tidak berwujud dan umumnya tidak mempunyai perlindungan hukum dan tidak mempunyai nilai pasar secara terpisah sebagai alat uji seperti intellectual property. peranan akuntan dalam perubahan fenomena akuntansi dalam sudut pandang terjadinya intellectual capital dan bagaimana teciptanya intellectual capital dalam value chain, prestasi perusahaan tidak hanya dilihat dalam laba yang dihasilka, atau berupa sumber daya yang tersedia dalam neraca. biaya yang selama ini dipandang sebagai pengorbanan ekonomis dan dianggap tidak mempunyai manfaat ekonomi dimasa mendatang harus mendapat perhatian. hal itu karena standar akuntansi yang ada melihat bahwa assets atau manfaat ekonomi masa depan dari pengorbanan ekonomi hanya terjadi pada proses dan pengembangan, padahal penciptaan nilai perusahaan pada knowledge based industry justru pada tahap sebelum dan sesudah proses produksi atas barang dan jasa. di samping itu, yang terpenting terhadap akuntan manajemen dan pengetahuan merupakan modal dasar bagi era ekonomi baru. hal itu berarti dibutuhkan manajemen baru untuk mengelola sumber daya pengetahuan. perlu diperhatikan sumber daya pengetahuan mempunyai sifat “if you don’t use it, you loss it”. jadi, sangat penting dalam memberdayakan pengetahuan sdm dengan menyediakan structural capital sebagai sarana untuk menciptakan customer capital. journal the winners, vol. 8 no. 1, maret 2007:100-109 108 penutup fenomena ekonomi baru dengan pengetahuan sebagai sumber daya utama adalah mendesak untuk dilaporkan. perubahan itu ditandai dengan pola investasi yang tinggi pada r & d, teknologi informasi, pelatihan karyawan, investasi tersebut mendongkrak nilai kapitalisasi saham dari nilai bukunya, selisih nilai buku dan nilai kapitalisasi menunjukkan adanya missing value, dampaknya akan menimbulkan adanya asimetri informasi laporan keuangan sehingga mengakibatkan: alokasi yang salah dari investasi tingginya rata-rata cost of capital bagi perusahaan berbasis pengetahuan, tidak terdukungnya pasar modal yang efisien karena mungkin terjadinya insider trading dan biaya informasi yang tinggi. tuntutan pelaporan intellectual capital ditanggapi dengan tiga usulan. pertama, untuk membuat akuntansi dengan paradigma baru, cica mengusulkan untuk menggunakan paradigma total value creation (tvc). kedua, diperkenalkan pengukuran baru pada akuntansi keuangan yang tidak terpusat pada pengukuran moneter. ketiga, memasukkan intellectual capital dalam intangible assets. dari ketiga usulan tersebut, ternyata membuat pengukuran baru yang tidak bersifat moneter tanggapan yang cukup banyak. pengukuran dengan nilai moneter juga akan mengakibatkan subjektifitas sehingga dapat menimbulkan manipulasi laba. hal itu didasari dengan pandangan reliability dan adanya unsur ketidakpastian. semakin kompetitifnya persaingan dalam dunia bisnis, mengharuskan perusahaan untuk dapat memiliki keunggulan kompetitif yang berkesinambungan melalui pengelolaan sumber daya manusia. keunggulan bersaing dapat diwujudkan dengan adanya intellectual capital, melalui human capital, structural capital, customer capital, komitmen, dan kompetensi. model pencatatan intellectual... (henny hendarti) 109 daftar pustaka becker, huselid and ulrich. 2001. the hr scorecard: linking people, strategy and performance. boston: harvard business scholl press. davis, keith, william b. and werther, jr. 1996. human resources and personnel management. singapore: mc. graw-hill book, co. dessler, gerry. 1997. human resources and personnel management. singapore: mcgraw-hill book, co. ghoshal, sumantra dan wespin tsai. 1998. “social capital and value creation: the role of infirm networks.” academy of management journal, vol. 41 no4, 464 hasibuan, malayu s. p. 2000. manajemen sumber daya manusia. edisi revisi. bumi aksara. juan, cegarra navarro g. 2003. “individual knowledge as a bridge between human and customer capital.” journal of universal computer science. vol. 9 no.12. kaplan and norton. 2001. the strategy focused organization. boston: harvard business scholl press. milkovich, goerge t. and boudreau. 1991. human resource management. boston: irwin homewood. prawirosentono, suryadi. 2003. knowledge management and networked environments: leveraging intellectual capital in virtual business communities. amacom robbins, s. 1994. organizational behaviour. 6th ed. englewood clifts, new jersey: prentice hall, lnc. sullivan, patrick h. 2000. value-driven intellectual capital : how to convert intangible corporate assets into market value. john wiley & sons. siagian. 1997. konsep dasar dan pengertian produktivitas serta interestasi hasil pengukuran. prisma. ulrich, dave. intelectual capital = competence x commitment. 1998. sloan management review. vol. 22 no. 2 september 2021 economic, business, management, and information system journal winnersthe journal p-issn: 1412-1212 e-issn: 2541-2388 editor in chief arta moro sundjaja bina nusantara university, indonesia managing editors noerlina bina nusantara university, indonesia christian harito bina nusantara university, indonesia editor board dhiresh kulshrestha university rajkot -gujarat (india), india martin thomas falk university of south-eastern norway, norway prof. sangeeta sahney indian institute of technology kharagpur, india sivadass thiruchelvam universiti tenaga nasional putrajaya, malaysia yudi fernando universiti malaysia pahang, malaysia elia ardyan universitas ciputra surabaya, indonesia hendry hartono bina nusantara university, indonesia sevenpri candra bina nusantara university, indonesia language and layout editor shavira sarashita bina nusantara university, indonesia dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat dewi novianti bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winners focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been acredited by dikti under the decree number 34/e/kpt/2018 (sinta 3) and indexed by directory of open access journals (doaj), academic research index (research bib), microsoft academic search, garda rujukan digital (garuda), bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl. kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: thewinners@binus.edu, https://journal.binus.ac.id/ index.php/winners contents irantha hendrika kenang; gladys gosal factors affecting online donation intention in donation-based crowdfunding ....................................... 97-104 rianda rizky permata; budi purwanto; wita juwita ermawati the outbreak of covid-19 and islamic stock market responses in indonesia ........................................ 105-112 cut rifatmi fadhilaini; heru kurnianto tjahjono; susanto improving employee engagement of muhammadiyah teachers with organizational trust, distributive justice, and psychological empowerment......................................... 113-122 shelvy kurniawan; denny marzuky; rio ryanto; vanny agustine risk and supply chain mitigation analysis using house of risk method and analytical network process ......... 123-136 tara setyaningtyas; annesa nariswari kirana; muhammad angga wicaksono relationship of destination image,sports involvement, event quality, and travel motives as an antecedent factors on revisit intention in recurring running sports-event.................................... 137-146 dhita ayu pradnyapasa; renny nurhasana; ni made shellasih; anita siti fatonah; fadhilah rizky ningtyas women’s support in resilience of online taxi drivers’ families in jakarta during covid-19 pandemic........... 147-153 ari tihar; indriani puspita sari; bambang leo handoko effect of debt default, disclosure, and financial distress on the receiving of going concern audit opinions.. 155-161 roymon panjaitan the role of digital loyalty program towards customer loyalty through a measure of satisfaction............... 163-171 santi rimadias; nesta alvionita; adinda putri amelia using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in indonesia ............................................................................................... 173-182 suwinto johan implementation of fiduciary registration according to finance ministry, police, and financial services authority (ojk)...................................................................................... 183-189 index.............................................................................................................................. 191-194 p-issn: 1412-1212 e-issn: 2541-2388 vol. 22 no. 2 september 2021 economic, business, management, and information system journal winnersthe journal 00a_thewinners_editorial_22-2.pdf 00b_thewinnersl_content_22-2 microsoft word 03. tomy_g-analisis kinerja reksadana_lastrevised.doc journal the winners, vol. 8 no. 1, maret 2007: 38-46 38 analisis kinerja reksa dana nusantara pt bhakti asset management dan penyusunan portfolio optimum teoritis periode januari – april 2005 tomy gurtama s.1; mesha2 abstracts the research objective is to find theoritical optimum portfolio of the reksa dana nusantara (rdn) of bam, using data from january – april 2005 (60 workdays). the coefficient of variance (cv) will be used to determine the stock rank, then it will be optimize with 3 methods ; linear programing, trial-error, and tableau method. the research found that rdn has sharpe performance index (spi) of 1.15 but the market can reach 1.60. the linear programing can not find optimum solution of portfolios consist of 9-5 stocks, but it can find the best portfolio consist in 3 stocks (tlkm, tkim an cmnp) with spi of 2.19. overall, the research summarizes that rdn is still below the market performance. keywords: optimizing mutual funds, linear programing abstrak penelitian bertujuan untuk menentukan portfolio optimum teoritis dari 9 saham yang membentuk reksa dana nusantara (rdn) dari bam, menggunakan data periode januari – april 2005 (60 hari kerja bursa). penyusunan portfolio optimum teoritis dimulai dengan penyusunan peringkat ke-9 saham dengan kriteria cofficient of variation (cv) kemudian diteruskan dengan 3 metode penyusunan, yaitu linear programing, trialerror, dan tableau method. kinerja rdn hanya mampu mencapai sharpe performance index (spi) sebesar 1,15 sedangkan kinerja pasar (ihsg) mampu mencapai 1,60. portfolio teoritis hasil linear programing yang terdiri dari 5 sampai 9 saham ternyata belum dapat menemukan solusi optimu, tetapi untuk portfolio yang terdiri dari 3 saham (tlkm, tkim dan cmnp) ternyata memiliki solusi optimum teoritis tertinggi, dengan spi sebesar 2.19. secara keseluruhan, kinerja rdn masih di bawah kinerja porfolio pasar. kata kunci: optimalisasi reksa dana, linear programming 1, 2 jurusan akuntansi, fakultas ekonomi, ubinus, jl. k.h. syahdan no. 9, kemanggisan/palmerah, jakarta barat 11480 tomy_g_s@binus.ac.id analisis kinerja reksa dana... (tomy gurtama s. ; mesha) 39 pendahuluan di dunia global saat ini banyak sekali ditemukan alternatif investasi yang menjanjikan imbal hasil yang menarik. salah satunya adalah reksa dana, umumnya reksa dana diartikan sebagai wadah yang dipergunakan untuk menghimpun dana dari masyarakat pemodal untuk selanjutnya diinvestasikan dalam portofolio efek oleh manajer investasi. ada beberapa hal yang menarik mengenai reksa dana yaitu, pertama, reksa dana dapat dijangkau oleh banyak orang karena minimun investasinya yang relatif kecil. kedua, keterbukaan informasi mengenai reksa dana yang tertulis dalam prospektus mudah diakses oleh setiap orang. ketiga, reksa dana memberikan imbal hasil (return) yang relatif lebih tinggi daripada deposito dan kemudahan dalam penarikan dana. keempat, reksa dana baru dikenal oleh masyarakat indonesia sehingga produk ini memiliki peluang bisnis yang besar. walaupun reksa dana menawarkan imbal hasil yang besar namun bukan berarti reksa dana tidak memiliki risiko. pt bhakti asset management merupakan perusahaan efek yang bergerak dalam bidang jasa manajer investasi dalam arti yang seluas-luasnya. perseroan ini merupakan anak perusahaan pt bhakti investama tbk. dan telah mendapat izin usaha sebagai manajer investasi dari bapepam. perusahaan efek ini menawarkan beberapa reksa dana dengan nilai minimum investasi yang relatif terjangkau dibandingkan dengan perusahaan efek lainnya. di samping itu, perusahaan ini tetap mempertahankan kinerjanya bahkan mendapat banyak penghargaan sehingga menarik untuk dianalisis. berdasarkan alasan tersebut, dalam penelitian ini dibahas analisis kinerja reksa dana nusantara pt bhakti asset management dan penyusunan portofolio optimum teoritis periode januari – april 2005 untuk menemukan pilihan alternatif investasi yang terbaik bagi investor serta menyusun portofolio reksa dana untuk mendapatkan keuntungan yang optimal dengan tingkat risiko sekecil mungkin. adapun batasan penelitian yang akan dibahas sebagai berikut. pertama, reksa dana yang dianalisis adalah jenis reksa dana saham, yaitu reksa dana nusantara dari pt bhakti asset management dengan periode penelitian 60 hari yang akan dibandingkan dengan kinerja indeks bursa – ihsg. kedua, portfolio reksa dana nusantara yang terdiri dari 9 saham, yaitu bakrieland development tbk, bank niaga tbk, pabrik kertas tjiwi kimia tbk, indah kiat pulp and paper tbk, bimantara citra tbk, hanjaya mandala sampoerna tbk, telekomunikasi indonesia, jakarta international hotels and development tbk dan citra marga nusaphala persada tbk. penelitian ini bertujuan untuk mengukur kinerja portofolio reksa dana nusantara, optimalisasi portofolio teoritis, membandingkan kinerja reksa dana nusantara, dan portofolio optimum teoritis. hasil penelitian diharapkan dapat bermanfaat sebagai informasi pembanding bagai calon investor yang belum mau mengambil risiko yang lebih tinggi (pasar modal) tetapi tertarik untuk masuk di perdagangan saham. journal the winners, vol. 8 no. 1, maret 2007: 38-46 40 metode penelitian metode penelitian yang digunakan sebagai berikut. pertama, metode pengumpulan data. data penelitian dikumpulkan secara historical data yang bersumber dari berita, referensi, propektus melalui internet, telepon, ataupun langsung ke perusahaan sekuritas dan beberapa situs di jaringan internet. kedua, metode analisis dan perhitungan data: statistik deskriptif (max, min, range, average, standard deviation, coefficient of variation) untuk mengambarkan kinerja; gmr (geometric mean return ) untuk menghitung rata-rata dengan tingkat imbal hasil; tableau method digunakan untuk menyusun portofolio yang optimum dengan cara manual; linear programming, trial-error, dan tableau method digunakan untuk menentukan alokasi portofolio optimum teoritis. ketiga, metode penyajian data yang disajikan dalam bentuk tabel, grafik, dan bagan untuk merangkum dan memvisualisasikan hasil penelitian. hasil penelitian analisis deskriptif saham penyusun portofolio rdn hasil penelitian menunjukkan selama bulan januari april 2005 tingkat hasil tertinggi rdn (rdn) mencapai 4.35% pada tanggal 16 maret 2005, sedangkan tingkat hasil terendahnya adalah –4.64% pada tanggal 29 maret 2005. hasil analisis pada tanggal tersebut menunjukkan beberapa hal berikut. pertama, pada tanggal 16 maret 2005 dengan nilai aktiva bersih (nab) per unit sebesar 793.45 diketahui rdn tidak ada redemption dan subscription. bahkan pada harihari sebelumnya tidak terlihat aktivitas jual-beli unit reksa dana. aktivitas redemption sebelumnya 28 febuari 2005 sebesar rp1.869.508 atau mengalami perubahan nab/unit sebesar –0.44%. pada tanggal tersebut ihsg mengalami kenaikan sebesar 19.233 poin ke level 1138.234 karena adanya daya beli investor pada saham second liner dan juga pengaruh naiknya rating utang luar negeri pemerintah oleh standard and poors. tiga saham yang termasuk dalam portfolio rdn, yaitu saham elty, bmtr dan cmnp menyumbang return yang tinggi. di lain pihak bursa juga mengalami trend naik, dari kenaikan indeks lq45 sebesar 4,608 poin ke 246,548. saham-saham yang mengalami kenaikan antara lain saham hmsp naik rp 50 menjadi rp10.300 (+0.49%,) saham bnga naik rp 20 menjadi rp 550 (+3.70%), saham tkim naik rp100 menjadi rp 2.625 (+3.88%), saham inkp naik rp 20 menjadi rp 1.430 (+1.41%) dan sedangkan saham tlkm dan saham jihd tidak berubah. nilai minimum terjadi pada tanggal 29 maret 2005 dengan nab/unit sebesar 692.27. analisis kinerja reksa dana... (tomy gurtama s. ; mesha) 41 kedua, pada tanggal 29 maret 2005 tidak ada subscription tetapi pada hari sebelumnya (28 maret 2005), tercatat subscription sebesar rp 500.000 namun nab/unit tetap mengalami penurunan (–3.68%). tingkat hasil rdn berfluktuasi lebar pada akhir maret 2005. pada tanggal 23 maret 2005 tercatat 5 saham mengalami penurunan dan 2 saham yang naik sehingga nab/unit rdn hanya mengalami kenaikan kecil sebesar 0.28%. penurunan sejumlah saham diakibatkan oleh adanya pengumuman federal reserve yang menyatakan tekanan inflasi di as masih akan berlanjut dimasa depan sehingga kemungkinan naiknya kembali suku bunga masih akan berlanjut. dengan demikian, hal itu menjadi perhatian bagi pelaku pasar untuk mengambil keputusan. sebagian dari mereka lebih memilih untuk melihat perkembangan selanjutnya dari suku bunga dan tingkat inflasi sebelum kembali memasuki pasar. hal itu membuat ihsg kembali turun 29.940 poin pada level 1070.300. penurunan itu disebabkan juga oleh melemahnya rupiah hingga menembus level rp9.500,00 yang membuat investor kembali melakukan penjualan sahamnya dan juga turunnya bursa regional karena menguatnya dollar as akibat naiknya suku bunga fed serta batalnya lelang obligasi negara. analisis deskriptif reksa dana nusantara hasil penelitian menunjukkan bahwa tingkat imbal hasil rata-rata rdn dan indeks ihsg relatif sama, yaitu sebesar 0.05% (gmr). pt bhakti asset management membebankan biaya transaksi (fee) untuk rdn sebesar 1% dengan minimum pembelian sebesar rp 500.000 sedangkan pt samuel sekuritas hanya sebesar 0.25% untuk biaya pembelian dan 0.35% biaya untuk penjualan saham dan seorang investor harus memiliki minimum deposit sebesar rp 10-100 juta. bila dilihat dari sudut biaya transaksi tersebut maka investor akan memilih bermain saham secara langsung. akan tetapi, bila melihat dari besarnya modal awal minimum maka reksa dana merupakan alternatif investasi jelas lebih terjangkau. dilihat dari deviasi standar sebagai ukuran tingkat risiko, tingkat risiko rdn (1.52%) lebih besar daripada ihsg (0.99%), yang berarti rdn lebih berfluktuatis daripada ihsg, tetapi dari ukuran sharpe performance index, ternyata rdn (1.15) lebih rendah dibandingkan dengan ihsg (1.60), yang berarti kinerja rdn masih di bawah kinerja portfolio pasar. journal the winners, vol. 8 no. 1, maret 2007: 38-46 42 optimalisasi portofolio teoritis dengan tora hasil perhitungan urutan saham berdasarkan peringkat cv (coefficient of variation) dengan formula sebagai berikut. tabel 1 tabel formula portofolio 9 (sembilan) saham za zb zc zd ze zf zg zh zi c za 0.0004 0.0002 0.0001 0.0004 0.0002 0.0003 0.0001 -0.0001 -0.0005 0.0274 zb 0.0002 0.0027 0.0005 0.0008 0.0005 0.0007 0.0002 -0.0001 0.0020 0.0403 zc 0.0001 0.0005 0.0018 0.0015 0.0015 0.0008 0.0006 0.0007 -0.0006 0.0304 zd 0.0004 0.0008 0.0015 0.0057 0.0012 0.0012 0.0009 0.0009 -0.0009 0.0555 ze 0.0002 0.0005 0.0015 0.0012 0.0022 0.0005 0.0004 0.0004 -0.0015 0.0272 zf 0.0003 0.0007 0.0008 0.0012 0.0005 0.0054 0.0007 -0.0002 0.0003 -0.0524 zg 0.0001 0.0002 0.0006 0.0009 0.0004 0.0007 0.0008 0.0003 0.0002 -0.0018 zh -0.0001 -0.0001 0.0007 0.0009 0.0004 -0.0002 0.0003 0.0014 -0.0002 -0.0071 zi -0.0005 0.0020 -0.0006 -0.0009 -0.0015 0.0003 0.0002 -0.0002 0.0186 -0.0130 keterangan: a = tlkm c = tkim e = inkp g = bnga i = bmtr b = cmnp d = jihd f = elty h = hmsp hasil program aplikasi tora ternyata belum menemukan solusi optimum (no feasible area). karena 9 (sembilan) aset tidak ditemukan hasil maka penulis membuat 8 saham dan seterusnya. pengulangan (iterasi) perhitungan dengan kombinasi 8, 7, 6, dan 5 saham berdasarkan peringkat cv juga tidak ditemukan solusi optimum saat menggunakan program tora. akan tetapi, pada kombinasi 4,3 dan 2 saham, program tora menemukan solusi optimum. tabel 2 tabel formula portofolio 4 (empat) saham za zb zc zd konstanta σ2α cov ab cov ac cov ad ra-rf cov ab σ 2 β cov bc cov bd rb-rf cov ac cov bc σ 2 c cov cd rc-rf cov ad cov bd cov cd σ 2 d rd-rf hasil pengulangan perhitungan dengan tora adalah sebagai berikut. pertama, portofolio – 6 yang terdiri dari 4 saham (cmnp, tkim, tlkm dan jihd) memiliki ratarata tingkat pengembalian portofolio sebesar 4.24% dan tingkat risiko portofolio sebesar 2.01% serta memiliki sharpe sebesar 2.11%. kedua, portofolio – 7 yang terdiri dari 3 analisis kinerja reksa dana... (tomy gurtama s. ; mesha) 43 saham (cmnp, tkim dan tlkm) memiliki rata-rata tingkat pengembalian portofolio sebesar 4.30% dan risiko portofolio sebesar 1.96% serta memiliki sharpe sebesar 2.19%. portofolio 7 kinerja yang lebih baik daripada portfolio 6. ketiga, portofolio – 6 terdiri dari 2 saham (cmnp dan tlkm) memiliki rata-rata tingkat pengembalian portofolio sebesar 3.94% dan tingkat risiko portofolio sebesar 2.05% serta memiliki sharpe sebesar 1.92%. kinerja portofolio 8 lebih rendah dari portfolio – 7 dan 6. keempat, portofolio – 9 hanya satu saham tlkmmemiliki rata-rata tingkat pengembalian portofolio yang merupakan rata-rata tingkat pengembalian saham itu sendiri yaitu sebesar 3.94% dan tingkat risiko portofolio yang merupakan tingkat risiko saham itu sendiri yaitu sebesar 2.08% serta memiliki sharpe sebesar 1.89%. optimalisasi portofolio teoritis dengan tora dari analisis yang dilakukan secara trial-error ditemukan hasil yang paling optimum, yaitu pada portofolio 6. analisis dilanjutkan dengan penentuan rata-rata tingkat pengembalian portofolio ( pr ) dan tingkat risiko portofolio ( p2σ )dengan perhitungan sebagai berikut. pr = ∑ = n i ii rw 1 p 2σ = w2a .σ2α + w2b .σ2β + w2c. σ2c + 2.wa.wb..σα.σβ.ραβ + 2.wa.wc..σα.σc.ραc + 2.wb.wc.σβ.σc.ρβc keterangan: wi = bobot aset ke-i ri = tingkat imbal hasil aset ke-i ρij = tingkat korelasi aset ke-i dan ke-j dari kesembilan portofolio yang telah dibuat dan ditampilkan dalam tabel trialerror, ditemukan hasil portofolio yang optimum, yaitu pada portofolio 7 yang terdiri dari 3 saham (cmnp, tkim, dan tlkm). masing-masing komposisi bobot yang optimum adalah cmnp sebesar 12%, tkim sebesar 13%, tlkm sebesar 74%, memliki rata-rata tingkat pengembalian portofolio sebesar 4.30% dan tingkat risiko portofolio sebesar 1.96% serta memiliki sharpe sebesar 2.19% sehingga dapat dikatakan sharpe portofolio optimum teoritis sebesar sharpe portofolio 7, yaitu 2.19 journal the winners, vol. 8 no. 1, maret 2007: 38-46 44 optimalisasi portofolio teoritis dengan tableau method perhitungan portofolio optimum juga dapat dilakukan secara manual tanpa menggunakan aplikasi tora karena portofolio optimum telah ditemukan maka penulis menggunakan cara manual untuk mendapatkan hasil yang optimum. perhitungan secara manual menggunakan tableau method. berikut ini langkah dalam mengerjakan perhitungan secara manual. tabel 3 tabel formula portofolio 3 (tiga) saham (langkah – 1) za zb zc konstanta σ2α cov ab cov ac ra-rf cov ab σ 2 β cov bc rb-rf cov ac cov bc σ 2 c rc-rf menjadi: tabel 4 tabel portofolio 3 (tiga) saham (langkah – 2) za zb zc konstanta 0.00043 0.00017 0.00012 2.74 1 0.00017 0.00265 0.00054 4.03 2 0.00012 0.00054 0.00185 3.04 3 untuk meringkas, langkah 3 sampai 8 dapat dilihat pada full version dari penelitian ini. tabel berikut untuk menentukan komposisi bobot setiap aset. tabel 5 tabel iterasi 6 (langkah – 9) za zb zc konstanta 1 0 0 5694.541 0 1 0 953.565 0 0 1 1007.247 hasil penjumlahan konstanta sebesar 7.655,353 wa = (5.694,541 / 7.655,353) * 100% = 74% wb = (953,565 / 7.655,353) * 100% = 12% wc = ( 1.007,247 / 7.655,353) * 100% = 13% analisis kinerja reksa dana... (tomy gurtama s. ; mesha) 45 perbandingan kinerja rdn dan portofolio optimum teoritis untuk membandingkan reksa dana saham atau rdn dengan portofolio reksa dana optimum teoritis, akan digunakan metode sharpe performance index sebagai berikut. spirdn = 1.15% spiteoritis = 2.19% spipasar = 1.60% spipasar digunakan sebagai tolok ukur kinerja (benchmarks), dengan urutan peringkat kinerja spiteoritis > spipasar > spirdn, yang berarti portofolio optimum teoritis yang lebih baik daripada portofolio rdn. seharusnya kinerja rdn dapat dapat lebih baik atau sama dengan kinerja pasar karena sesungguhnya kinerja pasar diperoleh dari portfolio seluruh saham yang terdaftar di bej. penutup ada beberapa simpulan yang didapat, antara lain sebagai berikut. pertama, reksa dana nusantara yang memiliki return sebesar 0.05% dan risk sebesar 1.52% serta memiliki sharpe sebesar 1.15% dianggap belum mampu memberikan kinerja yang lebih baik daripada kinerja tolok ukurnya, yaitu kinerja ihsg yang memiliki sharpe sebesar 1.60% sehingga reksa dana nusantara belum dapat “mengalahkan” (underperform) pasar . kedua, setelah melakukan perhitungan menggunakan aplikasi tora, portofolio yang terdiri dari 9 saham tidak ditemukan hasil (no feasible solution) dan baru ditemukan hasil yang optimum mulai dari portofolio yang terdiri dari 4 saham. lalu penulis menggunakan trial-error untuk mendapatkan hasil yang paling optimum, yaitu pada portofolio yang terdiri dari 3 (tiga) saham, antara lain saham tlkm dengan bobot 74%, saham tkim dengan bobot 13%, saham cmnp dengan bobot 12%. portofolio tersebut memiliki return sebesar 4.30% dan risk sebesar 1.96% serta memiliki sharpe sebesar 2.19%. ketiga, perbandingan kinerja reksa dana nusantara dan portofolio optimum teoritis menghasilkan hasil akhir sebagai berikut: kinerja portofolio teoritis > kinerja ihsg > kinerja rdn. hasil yang optimum ini dapat dicapai dengan strategi “buy and hold” (long term) sedangkan fund manager, dalam hal ini pt bhakti asset management melakukan jual-beli pada jangka waktu yang lebih pendek dalam waktu 60 hari. journal the winners, vol. 8 no. 1, maret 2007: 38-46 46 melihat hasil portofolio optimum teoritis yang dibuat oleh peneliti mencapai hasil yang lebih optimum dari reksa dana nusantara, penulis memberikan saran, antara lain sebagai berikut. pertama, pt bhakti asset management sebagai fund manager dalam mengelola portofolio lebih memanfaatkan market timing dan pemilihan efek dalam keranjang portofolionya (active allocation). hal itu disarankan karena reksa dana nusantara memiliki komposisi 6 saham unggulan dari 9 (sembilan) saham yang menyusun reksa dana nusantara sedangkan portofolio optimum teoritis memiliki 3 saham unggulan dari 3 yang menyusun portofolio optimum teoritis sehingga strategi yang harus dilakukan oleh fund manager sebaiknya strategi “buy and hold”(long term growth). kedua, jika pt bhakti asset management sebagai fund manager ingin mengubah komposisi efek dalam portofolionya maka dalam pemilihan efek sebaiknya fund manager lebih memperhatikan perkembangan yang up to date. daftar pustaka darmadji, t. dan h. m. fakhruddin. 2001. pasar modal di indonesia. jakarta: penerbit salemba empat. fabozzi, f. 1999. manajemen investasi. (alih bahasa tim penterjemah salemba empat). jakarta: penerbit salemba empat. hartono, m. 2003. wakil manajer investasi. jakarta: penerbit panitia standar pasar modal. husnan, s. 1996. dasar-dasar teori portofolio dan analisis sekuritas. edisi kedua. yogyakarta: penerbit upp amp ykpn. jogiyanto, h.m. 1998. teori portofolio dan analisis investasi. edisi pertama. yogyakarta: bpfe. nugraha, u. and e. pratomo. 2005. reksa dana. jakarta: penerbit gramedia pustaka utama. suta, i.p.a. 2000. menuju pasar modal modern. jakarta: yayasan sad satria bhakti. siagian, p. 1997. penelitian operasional. jakarta: penerbit universitas indonesia. taha, h. 1996. riset operasi jilid satu. jakarta: penerbit binarupa aksara. usman, m. riphat dan s. ika. 1997. pengetahuan dasar pasar modal. jakarta: penerbit institut bankir indonesia. situs: www.reksadanabig.com , www.bhakti-investama.com , www.bapepam.go.id, www.jsx.co.id , www.detik.com dan www.bi.go.id. vol. 23 no. 1 march 2022 winnersthe journal p-issn: 1412-1212 e-issn: 2541-2388 editor in chief arta moro sundjaja bina nusantara university, indonesia managing editors noerlina bina nusantara university, indonesia christian harito bina nusantara university, indonesia editor board dhiresh kulshrestha university rajkot-gujarat (india), india martin thomas falk university of south-eastern norway, norway prof. sangeeta sahney indian institute of technology kharagpur, india sivadass thiruchelvam universiti tenaga nasional putrajaya, malaysia yudi fernando universiti malaysia pahang, malaysia elia ardyan universitas ciputra surabaya, indonesia hendry hartono bina nusantara university, indonesia sevenpri candra bina nusantara university, indonesia language and layout editor shavira sarashita bina nusantara university, indonesia dina nurfitria bina nusantara university, indonesia eka yanti pangputri bina nusantara university, indonesia atmawati bina nusantara university, indonesia holil bina nusantara university, indonesia secretariat dewi novianti bina nusantara university, indonesia description the winners is a semiannual journal, published in march and september. the winners focuses on various issues spanning in economics, business, management, and information system through this scientific journal. the winners has been acredited by dikti under the decree number 158/e/kpt/2021 (sinta 2) and indexed by directory of open access journals (doaj), academic research index (research bib), microsoft academic search, garda rujukan digital (garuda), bielefeld academic search engine (base), world catalogue (worldcat) and google scholar, and indonesian research repository (neliti). research and technology transfer office, bina nusantara university, anggrek campus, jl. kebon jeruk raya 27, kebon jeruk, jakarta barat 11530, tel. +621-5350660 ext. 1705/1708, fax.+621-5300244, e-mail: thewinners@binus.edu, https://journal.binus.ac.id/ index.php/winners contents astri wening perwitasari the effect of perceived usefulness and perceived easiness towards behavioral intention to use fintech by indonesian msmes .................................................... 1-9 andaru rachmaning dias prayitno; deni kusumawardani open unemployment rate in the province of east java ................................................................. 11-18 prima ayundyayasti; arum febriyanti ciptaningtias evaluating perceived service quality, perceived playfulness, and gratification towards user’s attitude of mobile instant messaging application.................................................................. 19-24 ronaldo yolanda putra; syifa nurul fadillah in-store marketing strategies towards customer attitude to private label brands using cue utilization theory...................................................................... 25-33 hendry hartono; reeya ardini the effect of opportunity recognition and organization capability on sme performance in indonesia moderated by business model innovation........................................... 35-41 chesa ivania larasati; purwanto how financial ratios and firm size affect profitability: evidence from food and beverages industry in indonesia................................................................ 43-50 manzilatul rohmah; apol pribadi subriadi processes and activities for managing change in information systems implementation in higher education institution.................................................. 51-64 suwinto johan corporate governance principles in sovereign wealth fund: the case of indonesia sovereign wealth fund.... 65-71 nensi mesrani tarigan; ferry doringin; m. wahyu budiana the effect of entrepreneurship education and entrepreneurial motivation on aro gapopin’s student interest in entrepreneurship ..................................................................... 73-79 fernanda losaura; putra iyang bodronoyo; dimas tri wibowo the determinant factors of e-loyalty in customer-to-customer e-commerce moderated by gender............ 81-93 p-issn: 1412-1212 e-issn: 2541-2388 vol. 23 no. 1 march 2022 winnersthe journal *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 81 the winners, 23(1), march 2022, 81-93 doi: 10.21512/tw.v23i1.7516 the determinant factors of e-loyalty in customer-to-customer e-commerce moderated by gender fernanda losaura1*; putra iyang bodronoyo2; dimas tri wibowo3 1,2,3creative marketing program, management department, binus business school master program, bina nusantara university jl. hang lekir i no. 6, gelora, jakarta 10270, indonesia 1losauranandaa@gmail.com; 2putraiyangb@binus.ac.id; 3dimas.wibowo001@binus.ac.id received: 29th april 2021/ revised: 04th july 2022/ accepted: 04th july 2022 how to cite: losaura, f., bodronoyo, p. i., & wibowo, d. t. (2022). the determinant factors of e-loyalty in customer-to-customer e-commerce moderated by gender. the winners, 23(1), 81-93. https://doi.org/10.21512/tw.v23i1.7516 abstract e-commerce businesses dealt with one of the most important challenges, which was to create personalized e-loyalty for their customers to stay loyal to their e-commerce platform. the research used the 8c's framework developed to determine the effect of customization, contact interactivity, care, community, convenience, cultivation, choice, and character variables on e-loyalty by using gender as a moderating variable. a quantitative method was implemented by having 247 respondents belonging to the millennial category who have made online transactions on the c2c e-commerce platform at least once in the past month. using the pls-sem method, the findings show that customization, contact interactivity, cultivation, community, and convenience can affect e-loyalty on c2c e-commerce platforms. in addition, the research finds that gender can have a moderating effect on customization and community. keywords: e-commerce, e-loyalty, customer gender i. introduction the development of the retail industry is expected to continue growing, especially for the e-commerce industry. lipsman (2019) estimates that the global retail market will increase by 4,5% over the previous year, with e-commerce developments taking place, asia-pacific will remain to lead the growth of global e-commerce where the expected growth is 25%, representing 64,3% of global e-commerce growth (lipsman, 2019). it is also predicted that e-commerce sales in asia pacific will nearly double in the next five years, growing at a compound annual growth rate of 14,0% and accounting for 28% of total retail sales. it is estimated that e-commerce, mainly through smartphone devices, will grow with a compound annual growth rate of 16,9% and account for 81% of online retail sales by 2023 (“forrester: online retail sales”, 2019). six of the ten fastest growing e-commerce countries in 2019 come from the asia-pacific region. indonesia is included in the 10 countries in asia pacific that have the highest e-commerce sales by occupying the 7th position at 20,6% (lipsman, 2019). mckinsey predicts there will be significant growth for e-commerce in indonesia, where sales will be able to reach us $65 billion per year by 2022, which is eight times what was recorded in 2017 (“indonesia’s e-commerce sales”, 2018; nurfadilah, 2018). millennials are a large and potential market share for the e-commerce market in indonesia for now and in the future. nestled within individual countries, millennials are tech-savvy working professionals who seek value and modernity in their purchases. they are also a powerful shopping cohort and the largest customer segment in most countries (chuah et al., 2017). the results of lokadata.id processing of the 2019 national socio-economic survey explain that the number of internet users in indonesia reaches 116 million, of which 15 million are millennials who claim to like shopping using the internet (lokadata.id, 2020). however, as a large and very potential market share, millennials are known to have a low level of loyalty (purani, kumar, & sahadev, 2019). compared to the previous generation, millennials have different characteristics, they are easily influenced by the surrounding environment, so 82 the winners, vol. 23 no. 1 march 2022, 81-93 they are not to be easily loyal (purani et al., 2019). every individual among millennials has at least two e-commerce applications downloaded and most of them claim to have made transactions in both e-commerce applications (alvara strategic, 2019). according to ferrer (2018), about 80% of millennials find information on products and services online and 60% of them make online purchases. customers who are accustomed to using e-commerce in buying products, especially millennials, state that transaction through e-commerce is easier. it shows that in addition to having great growth opportunities, e-commerce in indonesia also has a competitive competition. e-commerce businesses in indonesia are aware that more services provided by e-commerce players make customers easily move from one e-commerce to another, so loyalty will be a challenge for them (ulya, 2019). in other research, it has been proven that e-loyalty greatly affects customer service and satisfaction in online shopping and can be accepted and used well by customers (khan, zubair, & malik, 2019). getting a personalized layout makes customers feel cared for, making them comfortable to be in the platform (robinson, 2019). in addition, customers consider choosing an e-commerce for the convenience, easy access to information, wider range of products and services, and lower prices (agyapong, 2018). the company image also becomes a consideration for customers to continue using or switching to other e-commerce platforms that are considered more suitable for them (robinson, 2019). by being able to provide good e-commerce services to customers, it will affect customer loyalty to e-commerce organically or organic loyalty. it helps e-commerce businesses to reduce additional expenses in creating loyalty programs and helps to create loyal customers of e-commerce with or without the rewards provided (hänninen et al., 2019). loyalty is described as a positive attitude towards future purchases, also reflected in customer commitment to a brand, as well as showing customer loyalty to certain objects, such as brands, products, services, or stores (wibowo et al., 2020). experience and convenience in using an e-commerce can be a competitive advantage compared to giving rewards. one e-commerce company should avoid providing opportunities for customers to compare their rewards to the ones offered by competitors. the implementation of an e-loyalty will be more effective with the personalization carried out. mckinsey states that personalization can provide greater opportunities for e-loyalty (lindecrantz, gi, & zerbi, 2020). the first and easiest personalization to implement is based on demographics, namely gender, where businesses only need to provide two different types of categories but can provide significant results (saasquatch, 2019). personalization can be done starting from different website layout designs, where it is studied that men prefer bright colors compared to women who prefer soft colors (rancea, 2021). men and women also have different top list product categories, where men prefer to buy products in the computer hardware and computer software categories compared to women who prefer to buy food, groceries, and fashion products (angelovska, 2018). research on e-loyalty is also growing and becoming a concern, especially in the era of e-commerce development. srinivasan et al. (2002) propose the 8c's framework model which is then widely used in research to find out what factors to be considered in creating good e-loyalty in e-commerce. the advantage of 8c's framework compared to other frameworks or research models lies in its very strong relevance to the e-commerce media used such as applications or websites today. in its formulation, 8c's framework is also adapted to the customer journey in e-commerce. several studies on e-loyalty also show men and women have different perceptions of what is important to be provided by an online store to make a positive shopping experience on e-commerce platforms, with different behaviors, perspectives, and purchasing decisions in online shopping between men and women, it affects their level of e-loyalty to a brand (szymkowiak & garczarek-bąk, 2018). one observer of the e-commerce business in asia, director of consulting deloitte southeast asia, states that the rapid growth of e-commerce in indonesia is a challenge for its players to retain their customers (ulya, 2019). thus, the faster the development of this e-commerce business, the higher the urgency level for e-loyalty. e-loyalty is significantly an important thing to achieve since e-commerce cannot continue to compete in retaining customers only by providing continuous promotions. the research aims to examine the application of e-loyalty to e-commerce using the 8c's framework using gender as a moderating variable in the case study of e-commerce in jakarta. the research discusses e-loyalty using the 8c's framework developed by srinivasan et al. (2002) with the variables studied including customization, contact interactivity, cultivation, care, community, choice, convenience, and character. the difference from previous research lies in the location and focus analyzing the role of gender variables in influencing e-loyalty. customization makes it possible to fulfil the needs and expectations of the customer and helps in maintaining loyal customers (rodrigues & ferreira (2016). customization in online shopping is a strategy that may help in persuading customers to select a product or service leading to a purchase (pappas et al., 2017) and lead to a unique and memorable brand experience (wetzlinger et al., 2017). customization is widely implemented in e-commerce and besides maintaining loyal customers, it has been proven to increase customer loyalty (kaminskas et al., 2017). customization provides the possibility that customers will find something they want to buy according to their preferences. with the satisfaction generated from this customization, they are expected to repurchase (srinivasan et al., 2002). therefore, the proposed research hypothesis is: 83the determinant factors of e-loyalty.... (fernanda losaura, et al.) h1: customization has a positive effect on e-loyalty in e-commerce in online commerce, interaction represents the high level of engagement and communication between the buyers and the sellers, and emphasizes immediate and mutual communication (bao et al., 2016). the level of customers’ overall satisfaction is partially determined by user perceived interactivity during communication (lee, 2017). roy (2018) defines interaction as part of the customer experience, which is the affective and cognitive aspects resulting from services that can lead to behavioral results, for instance, customer loyalty. previous research has shown that contact interactivity can affect e-loyalty in e-commerce (srinivasan et al., 2002), so that the proposed research hypothesis is: h2: contact interactivity has a positive effect on e-loyalty in e-commerce increased competition and the availability of sample alternative options for customers to select their superior service or product provider is a great challenge to most of the organizations in retaining existing customers for an extended period (feliz & maggi, 2019). interaction allows a search process to quickly locate a desired product or service, reducing the customers’ dependence on having a detailed memory (padmavathy et al., 2019). frequent interaction between the company and customers are necessary due to influence from internal and external factors that impact customers’ expectation, and behaviors differ over the time to retain the existing customer (ali & ali, 2018). cultivation is the extent to which e-commerce provides relevant information and incentives to customers that are used to broaden and deepen customer purchases over time (srinivasan et al., 2002). preceding research have shown that cultivation can affect e-loyalty in e-commerce (rao & kothari, 2017), so that the proposed research hypothesis is: h3: cultivation has a positive effect on e-loyalty in e-commerce care is shown when the company continues to remind customers about the status of orders, upcoming products, and others. customers will feel that the company pay attention to maintaining good relationships with them (hänninen, 2019). the quality of care has a direct positive effect on customer behavior, they can feel satisfied and become loyal if one’s service meets their expectations (asnawi et al., 2019). it is also believed that care has positive direct effects on customer loyalty which is explained by repurchase (lai et al., 2018). it has been shown that care can affect e-loyalty in e-commerce (srinivasan et al., 2002), so the research proposes hypothesis as: h4: care has a positive effect on e-loyalty in e-commerce it is found that the ability of customers to exchange information and compare product experiences can increase the loyalty of these customers as well as other customers (srinivasan et al., 2002). it shows an honest statement from fellow customers about a product sold in an e-commerce. e-loyalty can be enhanced by the participation and commitment of the community or customers online. in online brand community, e-loyalty is expected not only to be influenced by voluntary customer participation in the community, but also by autonomous management of websites (hsieh & wei, 2017). the e-loyalty research should come from a community’s perspective, in which the customer is socially integrated, with relationships which infer and direct his or her choices on online media (handarkho, 2020). it has been previously found that community can affect e-loyalty in e-commerce (kristyassari et al., 2018), so that the proposed research hypothesis is: h5: community has a positive influence on e-loyalty in e-commerce choice is critical because it lays the foundation for an intentional purchase (kotler et al., 2019). choice in e-commerce plays an important role because increasing the number of alternatives available in one e-commerce can greatly reduce the opportunity cost and inconvenience cost of finding and buying products online. by having many and varied product choices in one e-commerce, it can make e-commerce dominant and top-of-mind, as it is the only go-to e-commerce if customers want to buy a product, so it ultimately creates e-loyalty (srinivasan et al., 2002). e-loyalty on an e-commerce site makes the customer prioritize searching for products, choosing the site for their online shopping needs, and giving the website’s name when being asked about the shop (srivastava & rai, 2018). several previous research have shown that choice can affect e-loyalty in e-commerce (pasumarthy et al., 2016), so that the proposed research hypothesis is: h6: choice has a positive effect on e-loyalty in e-commerce scholars have examined the concept of convenience and its effects on customer behavior, and previous research has shown that service convenience plays a significant role in customers’ evaluations of their overall experience (berry, 2016). convenience plays a role when customers have plans to purchase products online. it is perceived as saving time and effort related to searching for and selecting a product or brand (duarte, costa e silva, & ferreira, 2018). the discomfort they feel when they are in the process of finding and buying products on an e-commerce will cause a decline or even the loss of customer e-loyalty (srinivasan et al., 2002). convenience has a positive correlation with repurchase and impact loyalty (kumar et al., 2020). it is shown that convenience can affect e-loyalty in e-commerce (pasumarthy et al., 2016), so 84 the winners, vol. 23 no. 1 march 2022, 81-93 that the proposed research hypothesis is: h7: convenience has a positive effect on e-loyalty in e-commerce character is a creative website design that can help e-commerce in building a positive reputation and characterization for itself in the minds of customers. therefore, through the perspective and reputation, it can influence the level of customer e-loyalty to e-commerce (srinivasan et al., 2002). in e-commerce context, website has a significant role in mediating the relationship between the seller and the buyer. interactions between both parties are mediated by a website, in which through the website, both parties could establish and maintain a good interaction and communication with each other (wilson et al., 2019). higher customer perception of an e-commerce website increases the customer intention to repurchase on the website, which will create loyal customers (wilson et al., 2018). character can affect e-loyalty in e-commerce (hendrian, 2012), so that the proposed research hypothesis is: h8: character has a positive effect on e-loyalty in e-commerce gender is one of the most frequently used segments to understand customer behavior in online shopping (pereira & salgueiro, & rita, 2016). khan & rahman (2016) show that gender can moderate the effect of e-tail brand experience on e-loyalty. the e-tail brand experience includes easy access and website navigation in finding product or service information (convenience), different offers for each customer or custom (customization), and maintaining healthy customer relationships and positive online customer reviews (community) (khan & rahman, 2016). gender is also found to be able to moderate the effect of visual engagement on e-loyalty (pandey & chawla, 2018). where this visual engagement is a different layout design (customization) aimed at male and female respondents, information (contact interactivity) is the availability of relevant information needed by customers. e-brand trust which includes customer confidence in providing recommendations provided by e-commerce is significantly relevant and useful for them (cultivation) and customer trust in e-commerce to always provide the best service and will not take unilateral advantage (care) is also found to be possibly moderated by gender variable in its effect on e-loyalty (khan & rahman, 2016). therefore, the proposed hypothesis are formulated, and the research model can be described as seen in figure 1. h9: gender moderates the effect of customization on e-loyalty in e-commerce h10: gender moderates the effect of contact interactivity on e-loyalty in e-commerce h11: gender moderates the effect of cultivation on e-loyalty in e-commerce h12: gender moderates care's influence on e-loyalty in e-commerce h13: gender moderates the influence of community on e-loyalty in e-commerce h14: gender moderates the effect of choice on e-loyalty in e-commerce h15: gender moderates the effect of convenience on e-loyalty in e-commerce h16: gender moderates the effect of character on e-loyalty in e-commerce research on e-loyalty using the 8c's framework in indonesia is still very limited. lajar et al. (2019) has conducted research using 8c's framework but did not use gender as a moderating variable. the gender differences will also create different behaviors in online shopping, men are more affected by the interactivity of a website than women are. in contrast, women are more affected by vividness, diagnosticity of the information, and perceived risk (lin et al., 2018). moreover, men are studied to have different figure 1 research model 85the determinant factors of e-loyalty.... (fernanda losaura, et al.) levels of sensitivity than women regarding e-loyalty (sugianto, 2017). suggestions from previous studies suggest conducting further research by analyzing the role of gender variables in influencing e-loyalty (chen & lee, 2015). therefore, the research is the only one studying the application of e-loyalty using the 8c's framework and gender as a moderating variable in a case study of e-commerce in indonesia. ii. methods associative research is used to determine the effect of the independent variables, namely customization, contact interactivity, cultivation, care, community, choice, convenience, and character on the dependent variable, namely e-loyalty. this is reinforced by a moderating variable in the form of gender. the research subject is an individual belonging to the millennials who have made purchases at least one time in the last one month on the customer-to-customer (c2c) e-commerce platform in indonesia. millennials were born in 1977-2000 (kotler & armstrong, 2014), so that in 2020 millennials are those who are in the 20 – 43 years age group. the research uses non-probability sampling with judgmental sampling method. determination of the minimum sample size in the research refers to heir et al. (1995) with the number of question indicators used using the assumption of n x 5 observed variables (indicators) up to n x 10 observed variables (indicators). therefore, to measure nine variables with 49 statement items, the number of respondents required is 245 respondents. the research conducts a pre-test by distributing questionnaires to 30 respondents who have shopped online on the c2c e-commerce platform in the past month using a questionnaire link on google form. based on the results of the reliability tests, all items are considered reliable because they have a composite reliability value above 0,7 (ghozali & latan, 2015). meanwhile, the results of the validity test that have been carried out are 38 valid questionnaire items with factor loading > 0,7, namely 5 customization items, 3 contact interactivity items, 4 cultivation items, 4 care items, 4 community items, 3 choice items, 3 convenience items, 4 character items, and 8 e-loyalty items. the remaining 11 items are invalid because they have a factor loading value lower than 0,7, therefore, the research discards 11 items (cus3, ci2, ci5, cul5, car5, com1, cho3, con4, con5, el4, and el5) which are invalid in the questionnaire. the analytical methods is sem or structural equation modeling which is processed using smartpls version 3.0 software. the research uses pls-sem since it is the most appropriate method for research in marketing science or information system, where this research is based on the influence test or regression (hair et al., 2016). in addition, the plssem model can explain the variance of the dependent variable better and evaluate the quality of the data based on the characteristics of the measurement model (hair et al., 2016). pls-sem provides approximate parameters that maximize the explained variance (r² value) of the dependent construct. therefore, this method supports goal-oriented in predicting the target construction in the structural model. in addition, this research is also complex research since it has many constructs and indicators, so the pls-sem method is more appropriate for the research (hair et al., 2016). evaluation of the measurement model or outer model is carried out to assess the validity and reliability of the model. the outer model with reflexive indicators is evaluated through convergent validity and discriminant validity of the latent construct forming indicators and composite reliability and cronbach alpha for the indicator block. validity testing can be seen from the factor loading value for each construct indicator. the rule of thumb used is the factor loading value must be greater than 0,7 to be valid. the next process is discriminant validity testing, namely by comparing the average variance extracted (ave) value for each variable with 0,5 as the rule of thumb to be declared valid (ghozali & latan, 2015). after testing the validity, it is continued with reliability testing using the results on composite reliability. the rule of thumb used is that the composite reliability value must be greater than 0,7 to be said to be reliable. it can be concluded that testing at the outer model stage is by testing the validity based on the value of factor loading, and average variance extracted (ave). then proceed with reliability testing based on the value of composite reliability. evaluation of the structural model or inner model aims to predict the effect between latent variables. the inner model is evaluated by looking at the value of r-squared to see the magnitude of the influence. in addition, determining the occurrence of influence between these variables is determined based on the t-statistics value compared to the t-value. the t-value of 1,96 is used for an error rate of 5%. if the resulting t-statistics value is not greater than the t-value, it can be concluded that there is no effect between these variables. the results of the t-statistics value can be seen in the path coefficient section. the results of the t-statistics are also in line with the p-value generated at the processing output (ghozali & latan, 2015). the significance level used in the research is 95% with a margin of error of 5%. this indicates that the significance value (p-value) should not be greater than 0,05 to state that the hypothesis can be accepted. furthermore, the t-value that must be achieved must be greater than 1,96 so that the hypothesis can be considered to have a significant effect. iii. results and discussions the questionnaire was successfully distributed to 311 respondents online using the google form, but only 247 respondents have the criteria that match the target respondents in the research. 86 the winners, vol. 23 no. 1 march 2022, 81-93 the convergent validity test in table 1, all items have met the results of the convergent validity test because the ave value is > 0,5 and the factor loading value is > 0,7 so that all items are declared valid. based on the results of the reliability test in table 2, all items have composite reliability > 0,7 so all items are declared reliable. the results of the discriminant test can be seen in table 2. based on the results of the discriminant validity test, the value of the square root of the ave in each variable is greater than the correlation construct. based on the data on the characteristics of the respondents, it is known that the respondents are dominated by women on 59% and the age range of 25 28 years living in greater jakarta. as many as 38% of respondents work as private employees with an average monthly income ranging from idr 5.000.000 to idr 10.000.000 with an average monthly expenditure for transactions on the c2c e-commerce platform ranging from idr 500.000 up to idr 1.000.000. in the past month, 72% of respondents admitted that they made transactions on the c2c e-commerce platform at least one to three times, of which 58% preferred shopee to other c2c e-commerce platforms. the results of data processing on the value of the coefficient of determination (r2) on the e-loyalty variable is 0,563. the result in table 3 shows that the e-loyalty variable can be explained through the table 1 outer model variabel item factor loading composite reliability ave customization (cus) cus1 0,791 0,888 0,614 cus2 0,803 cus4 0,791 cus5 0,759 cus6 0,771 contact interactivity (ci) ci1 0,832 0,869 0,689 ci3 0,857 ci4 0,801 cultivation (cul) cul1 0,794 0,860 0,605 cul2 0,830 cul3 0,810 cul4 0,825 care (car) car1 0,732 0,888 0,664 car2 0,769 car3 0,798 car4 0,811 community (com) com2 0,780 0,855 0,596 com3 0,805 com4 0,803 com5 0,745 choice (cho) cho1 0,774 0,829 0,617 cho2 0,800 cho4 0,783 convenience (con) con1 0,790 0,835 0,628 con2 0,783 con3 0,804 character (cha) cha1 0,778 0,864 0,614 cha2 0,782 cha3 0,714 cha4 0,810 e-loyalty (el) el1 0.752 0,923 0,601 el2 0,783 el3 0,805 el6 0,799 el7 0,790 el8 0,796 el9 0,718 el10 0,752 87the determinant factors of e-loyalty.... (fernanda losaura, et al.) variables of customization, contact interactivity, cultivation, care, community, choice, convenience, and character by 56,3%, while the remaining 43,7% is explained by other variables not examined in the research. the significance level in the research is 95% with a margin of error of 5%. the results in table 3 show that there are seven accepted hypotheses and nine rejected hypotheses. in line with sukmongkol et al. (2019), rao and kothari (2017), and khan and rahman (2016) explaining that customization, contact interactivity, cultivation, community, and convenience affect e-loyalty on e-commerce platforms. moreover, gender is able to have a moderating effect on each of the effects of customization and community on e-loyalty. furthermore, the results of testing the moderating effect of gender variables using the partial least square multi-group analysis (plsmga) methods in table 4, show a significant difference in the customization variable to e-loyalty (p-value <0,05) and the community variable to e-loyalty (p-value < 0,05). hypothesis 1 states that customization has a positive effect on e-loyalty because the t-value or t-statics is > 1,96, which is 2,334. meanwhile, p-value < 0,05, which is 0,020 indicates a significant positive effect between customization and e-loyalty. the result is in line with sukmongkol et al. (2019), hendrian (2012), srinivasan (2002), hendrian (2012) showing that customization has positive influence on e-loyalty. sukmongkol et al. (2019) also explain that customization is an important variable in measuring the success of e-loyalty of an electronic platform. customization does not have a positive table 2 discriminant validity ca cha cho com ci con cul cus el ca 0,778 cha -0,368 0,722 cho 0,568 -0,527 0,786 com -0,524 0,669 -0,482 0,784 ci -0,351 0,06 -0,432 0,081 0,830 con 0,637 -0,511 0,601 -0,552 -0,362 0,793 cul -0,539 0,594 -0,407 0,763 0,093 -0,577 0,815 cus -0,633 0,411 -0,414 0,545 0,241 -0,503 0,738 0,783 el -0,604 0,444 -0,562 0,454 0,439 -0,692 0,464 0,388 0,775 table 3 hypothesis testing result hypothesis path path coefficient t statistics p value summary h1 cus -> e-loyalty 0,181 2,334 0,020 accept h1 h2 ci -> e-loyalty 0,215 3,777 0,000 accept h2 h3 cul -> e-loyalty 0,242 3,233 0,001 accept h3 h4 ca -> e-loyalty 0,260 1,694 0,091 reject h4 h5 com -> e-loyalty 0,359 4,591 0,000 accept h5 h6 cho -> e-loyalty 0,026 0,717 0,205 reject h6 h7 con -> e-loyalty 0,120 2,017 0,044 accept h7 h8 cha -> e-loyalty 0,007 1,224 0,221 reject h8 table 4 hypothesis testing result for moderating effect hypothesis path male female diff p-value summary path coeff. t stat p-value path coeff. t stat p-value h9 cus -> e-loyalty -0,355 1,866 0,06 0,219 2,180 0,030 0,580 0,020 accept h9 h10 ci -> e-loyalty 0,184 0,144 0,151 0,336 3,744 0,000 0,152 0,328 reject h10 h11 cul -> e-loyalty -0,494 2,483 0,013 -0,187 2,311 0,021 0,307 0,164 reject h11 h12 ca -> e-loyalty 0,066 0,338 0,736 -0,120 1,008 0,314 -0,185 0,420 reject h12 h13 com -> e-loyalty 0,289 2,008 0,045 -0,115 1,086 0,278 -0,404 0,028 accept h13 h14 cho -> e-loyalty 0,009 0,067 -0,230 3,114 3,114 0,002 -0,240 0,109 accept h14 h15 con -> e-loyalty -0,021 0,154 -0,220 2,679 2,679 0,008 -0,203 0,216 accept h15 h16 cha -> e-loyalty 0,024 0,186 0,115 1,037 1,037 0,300 0,091 0,555 accept h16 88 the winners, vol. 23 no. 1 march 2022, 81-93 effect on e-loyalty for men because the resulting p-value is greater than 0,05, which is 0,063, but on the contrary for women where customization has a positive effect on e-loyalty since the resulting p-value is 0,03, which turns out smaller than 0,05. the p-value generated in the pls-mga test for gender is smaller than 0,05, namely 0,018 indicating a significant difference between the male and female groups. from the results of the pls-mga test, it is concluded that gender can have a moderating effect on the effect of customization on e-loyalty. these results indicate that the gender variable can moderate the effect of different experiences or personalization perceived by customers on e-loyalty on c2c e-commerce platforms. gender is one of the most frequently used segments to understand customer behavior in online shopping (pereira et al., 2016). khan and rahman (2016) show that gender can moderate the effect of e-tail brand experience on e-loyalty, where the experience includes different offers for each customer or custom (customization). gender is also found to be able to moderate the effect of personalization experience on e-loyalty (pandey & chawla, 2018). hypothesis 2 states that contact interactivity has a positive effect on e-loyalty because the t-value or t-statics is > 1,96, which is 3,777. meanwhile, p-value < 0,05, which is 0,000 indicates a significant positive effect between contact interactivity on e-loyalty. the results of this hypothesis test are in line with several previous studies from jiang, jun, and yang (2015) and srinivasan et al (2002) which show that contact interactivity has a positive effect on e-loyalty. contact interactivity does not have a positive effect on e-loyalty for men because the resulting p-value is greater than 0,05, which is 0,151, but on the contrary for women where contact interactivity has a positive effect on e-loyalty because the resulting p-value is 0,00, smaller than 0,05. the p-value generated in the pls-mga test for gender is greater than 0,05, namely 0,328 indicating that there is no significant difference between the male and female groups. from the results of the pls-mga test, gender cannot provide a moderating effect on the effect contact interactivity on e-loyalty. the results of the hypothesis test are supported by the research of sugianto (2017), which explains that both male and female customers are equally concerned with interactions with e-commerce platforms, especially when they encounter problems or difficulties. hypothesis 3 states that cultivation has a positive effect on e-loyalty because the t-value or t-statics is > 1,96, which is 3,233. meanwhile, p-value < 0,05, which turns out to be 0,001 indicates a significant positive influence between cultivation and e-loyalty. in line with what is explained by teigland et al. (2018) that cultivation shows the extent to which companies can provide relevant information and incentives to persuade customers to make more purchases. the results of this hypothesis test are in line with previous studies from srinivasan et al. (2002) and rao and kothari (2017), who show that cultivation has a positive influence on e-loyalty. cultivation has a positive effect on e-loyalty for men as the resulting p-value is smaller than 0.05, which is 0,013. similarly for women, contact interactivity has a positive effect on e-loyalty because the resulting p-value is 0,021. the p-value generated in the pls-mga test for gender is greater than 0,05, namely 0,164 which indicates there is no significant difference between the male and female groups. seeing results of the pls-mga test, gender cannot provide a moderating effect on the effect cultivation of e-loyalty. the results contradict the research by khan & rahman (2016) and pandey & chawla (2018) but supported by goel (2018) and pitchayadejanant & nakpathom (2016). goel (2018) explains that the absence of a moderating effect of gender can be caused by the development of technology and customer behavior that is increasingly fast and digital savvy. hypothesis 4 states that care does not have a positive effect on e-loyalty because the t-value or t-statistics is < 1,96, which is 1,694. meanwhile, p-value turn out to be 0,091, which is greater than 0,05, indicating that there is no significant positive effect between care and e-loyalty. this is contrary to srinivasan et al. (2002) and jiang et al. (2015) but is in line with li et al. (2015), who find and point out that care does not affect e-loyalty due to other variables that considered more important for customers such as affordable prices. in addition, saini et al. (2019) also supports the results that errors and unresponsive attitudes of e-commerce (care) do not affect customer repurchase of the e-commerce. the research explains that customers tend not to have high expectations from e-commerce so that errors and deficiencies that occur do not affect their intention to repurchase as long as the required product is available in the e-commerce. care does not have a positive effect on e-loyalty for men because the resulting p-value is greater than 0,05, which is 0,736, as well as for women where care does not have a positive effect on e-loyalty since the resulting p-value is greater than 0,05, which is 0,314. the p-value generated in the pls-mga test for gender is 0,420, which is found greater than 0,05. it indicates that there is no significant difference between the male and female groups. the pls-mga test shows that gender cannot have a moderating effect on the effect of care on e-loyalty. according to ratnasari et al. (2020), the same perception between male and female customers impacts in absence of gender moderation on the effect of care on e-loyalty. sensitivity regarding payment and delivery is usually moderated by the variable age, where customers at an older age and less accustomed to transacting online have higher concerns than customers at a younger age (acheampong et al, 2017). in addition, respondents are dominated by those whose last education is bachelor's degree (77%) and master's degree (16%). it can be concluded that the respondents have higher education and good knowledge to probably look for information and make payments on the e-commerce platform or overcome the problems on the e-commerce platform. based on the results of the interview, it is found that the seller 89the determinant factors of e-loyalty.... (fernanda losaura, et al.) is a more important factor to be more responsive than the e-commerce platform. both male and female respondents also have the same opinion, so this can also be a factor in the absence of the effect of the care variable on e-loyalty, and the absence of a moderating effect of the gender variable from this influence. hypothesis 5 states that community has a positive influence on e-loyalty because the t-value or t-statics is > 1,96, which is 4,591. meanwhile, the p-value < 0,05, which is 0,000 indicates a significant positive influence between the community on e-loyalty. yoo et al. (2013) explain that the community for an e-commerce is a supporter of interaction between fellow customers, where they are the most trusted source of information. as fellow customers, they exchange information that is relevant to the product or the problem at hand. the results of this hypothesis test are in line with srinivasan et al. (2002) and perera, nayak, and long (2019) which show that community has a positive influence on e-loyalty. community has a positive influence on e-loyalty for men because the resulting p-value is smaller than 0,05, which is 0,045. on the contrary for women, community does not have a positive influence on e-loyalty because the resulting p-value is 0,278, which obviously known to be greater than 0,05. the p-value generated in the pls-mga test for gender is smaller than 0,05, namely 0,028 which indicates a significant difference between the male and female groups. it is concluded that gender can have a moderating effect on the influence of community on e-loyalty. the result are in line with khan & rahman (2016), pandey & chawla (2018) and sahli (2018), who find that there is a moderating effect of gender variables on the influence of community on e-loyalty on e-commerce platforms. sahli (2018) explains that there are different responses from male and female customers in responding to product reviews available on e-commerce. female customers are considered more social-connected, so the information obtained through the community greatly influences the purchasing decisions, and will have an impact on their e-loyalty on certain e-commerce platforms. hypothesis 6 states that there is no positive effect of choice towards e-loyalty because the t-value or t-statistics is < 1,96, which is 0,363. meanwhile, p-value > 0,05, namely 0,717 indicates that there is no significant positive effect of choice on e-loyalty. the result is supported by sardinha (2015) and moralessolana, cotas, and esteban-millat (2019), who point out that choice cannot affect e-loyalty on e-commerce platforms. it is explained that customers who want to buy a certain item usually will not depend on only one c2c e-commerce platform, so it is very possible for them to look for the product on several c2c e-commerce platforms. furthermore, customers are more likely to see the affordability of the price offered for this item. choice does not have a positive effect on e-loyalty for men because the resulting p-value is 0,946, greater than 0,05. on the contrary, for women, choice has a positive effect on e-loyalty because the resulting p-value is smaller than 0,05, namely 0,002. the p-value generated in the pls-mga test for gender is greater than 0,05, namely 0,109. it indicated there is no significant difference between the male and female groups. hence, it is concluded that gender cannot have a moderating effect on the choice of e-loyalty. the results are supported by jung & shin (2019) and sardinha (2015). the advanced stage, after choosing a product, has a more vital role to create customer e-loyalty (solana et al., 2019). this can be a factor in the absence of influence of the choice variable on e-loyalty on the c2c e-commerce platform. the interview with respondents shows that there are other factors causing the absence of the influence of the choice on e-loyalty and the absence of a moderating effect of the gender variable. both male and female respondents tend to already have e-commerce platforms and subscription sellers to visit for specific product categories. in addition, respondents also tend to prioritize the ease of finding information and using the platform. hypothesis 7 states that convenience has a positive effect on e-loyalty because the t-value or t-statics is > 1,96, which is 2,017. meanwhile, p-value < 0,05, which is to 0,044. there is a significant positive influence between convenience and e-loyalty. the finding is supported by srinivasan et al. (2002), who point out that a convenient e-commerce platform will also minimize the possibility of customers making mistakes and will provide a more satisfying experience, where the results of this satisfaction can have an influence on e-loyalty from customers. convenience does not have a positive effect on e-loyalty for men because the resulting p-value is greater than 0,05, which is 0,878. in contrast, for women convenience has a positive effect on e-loyalty because the resulting p-value is smaller than 0,05, namely 0,008. the p-value generated in the pls-mga test for gender is greater than 0,05, namely 0,216 indicating that there is no significant difference between the male and female groups. it is concluded that gender cannot have a moderating effect on the effect of gender convenience to e-loyalty. hypothesis 8 states that the character does not have a positive effect on e-loyalty because the t-value or t-statics is < 1,96, which is 1,224. meanwhile, p-value of 0,221, greater than 0,05, indicates that there is no significant positive effect between characters on e-loyalty. nugroho et al. (2015) explain that the character variable cannot affect e-loyalty on the e-commerce platform. e-commerce customers are divided into two segment groups, namely goal-oriented shoppers and experiential shoppers. the character variable has no effect on e-loyalty for experiential shoppers since they are a group of customers who consistently browse on e-commerce platforms and really enjoy time looking for products. character does not have a positive effect on e-loyalty for men because the resulting p-value is greater than 0,05, which is 0,853. for women, the resulting p-value is greater than 0,05, which is 0,300 indicating that the character does not have a positive effect on e-loyalty. the p-value 90 the winners, vol. 23 no. 1 march 2022, 81-93 generated in the pls-mga test for gender is greater than 0,05, namely 0,555, so there is no significant difference between the male and female groups. it can be concluded that gender cannot have a moderating effect on the effect character towards e-loyalty. iv. conclusions there is an effect of each variable of customization, contact interactivity, cultivation, community, and convenience on e-loyalty on the c2c e-commerce platform. community is the variable that has the greatest influence on e-loyalty compared to other 8c's framework variables. however, there is no effect of each care, choice, and character variable on e-loyalty on the c2c e-commerce platform. there is a moderating effect on customization and community variables in influencing e-loyalty on the c2c e-commerce platform. to be loyal, male and female customers have preferences regarding customization and community. information is important for male customers before purchasing products online. meanwhile, female customers are more emotional where they want to feel the understanding of the e-commerce platform to themselves personally about who they are and what they need (szymkowiak & garczarek-bąk, 2018). female customers enjoy shopping activities more as an impressive experience and entertainment, so they spend more time on e-commerce platforms, in contrast to male customers who tend to want fast, instant and practical things (chiu et al., 2019). female customers enjoy the community as a form of concern between customers related to their experience when shopping for a product, in contrast to male customers who like community because they can obtain accurate and most honest information related to the product to be purchased (rebelo, 2017). the research argues that female customers can be stimulated by an emotional experience to create e-loyalty, while male customers can be stimulated by a quick and practical experience. personalization or customization can be done by giving different treatment between male and female customers. this can be in the form of designs, product category recommendations, different product offerings and recommendations. for female customers, customization can be done through website design that can provide an emotional experience through appropriate colors. for male customers, e-commerce should provide relevant information so that they can obtain information quickly and easily. the ease of using and obtaining information is an element that can be provided by e-commerce businesses. e-commerce can create an easy-to-navigate platform design, clear and easily accessible features, contact support to help customers when experiencing difficulties, and frequently asked questions (faq) feature. appropriate offers and recommendations are also things that can be optimized by e-commerce businesses since they may help customers to get products. in addition, it can also help e-commerce businesses to increase sales. product offerings can be done in the form of complementary or substitute goods in accordance with previous customer purchases or searches. community is a variable with the highest path coefficient value, so it is important to be considered properly by businesses to be able to create a community in a form of interaction and exchange of trusted information between fellow customers. by conducting online transactions, the consideration made by customers is more than offline shopping in which they can directly see and get the product. for female customers, a community can be created by providing a discussion forum for customers related to their experience of buying certain products. meanwhile, male customers can be provided a column to write a review and rating of a product. in addition, sellers can provide clear details and descriptions of the products. the research limitation lies on using gender as a moderating variable. hence, it is suggested that further research add other demographic variables such as age, income, and so forth. there are differences in product categories that are often purchased by male and female customers. different product categories can influence various decision making in searching for information related to products and purchases, so that 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(eds.), hci in business, government and organizations. supporting business. https://doi.org/10.1007/978-3319-58484-3_10 in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 173 the winners, 23(2), september 2022, 173-180 doi: 10.21512/tw.v23i2.8164 decentralization and managerial performance: mediated budget participation (study on the village government of west halmahera regency) muhammad hasnin1*; musdar muhammad2; irfandi buamonabot3 1,2study program of development economic, faculty of economics and business, universitas khairun 3study program of management, faculty of economics and business, universitas khairun jl. pertamina kampus ii gambesi, ternate, provinsi maluku utara 97719, indonesia 1hasnin@unkhair.ac.id; 2musdar@unkhair.ac.id; 3irfandi@unkhair.ac.id received: 04th february 2022/ revised: 19th july 2022/ accepted: 19th july 2022 how to cite: hasnin, m., muhammad, m., & buamonabot, i. (2022). decentralization and managerial performance: mediated budget participation (study on the village government of west halmahera regency). the winners, 23(2), 173-180. https://doi.org/10.21512/tw.v23i2.8164 abstract the research aimed to examine the budgetary participation variable as a mediator on the relationship between decentralization and managerial performance. the sample was determined using a purposive sampling method with the consideration of being involved in budgeting. they were village heads in 159 villages in west halmahera regency. the data in this study were collected by a survey with a questionnaire. the analytical tools used in this research are simple regression and hierarchical regression as a statistical analysis and ibm spss statistics version 24. the results showed that budgetary participation fully mediates the relationship between decentralization and managerial performance. the conclusion provides three main contributions as well as their implications, namely providing new findings related to budget participation as a mediating variable, terms of age at work, and the level of education. keywords: decentralization, budget participation, managerial performance, village government, west halmahera regency i. introduction budgetary participation has received attention in finance and accounting in recent decades. the results reveal that budgetary participation can be influenced by decentralization (riyadi, 2007) and affect managerial performance (indriani et al., 2020), and managerial performance can also be influenced by decentralization (sun et al., 2021). the involvement of managers or subordinates in decentralized organizations in budgeting will have an impact on their high success, satisfaction and performance (amir et al. 2020; mulyanah & puspanita, 2021). it shows that budgetary participation can be a mediating variable for the effect of decentralization on managerial performance. although previous research results are partially still very limited (decentralization and budgetary participation), inconsistent (budgetary participation and managerial performance), and consistently positive (decentralization and managerial performance), the literature review results show that research on decentralization and budgetary participation has only been studied by riyadi (2007). furthermore, the results of research between budgetary participation and managerial performance have significant positive results (purwanti et al., 2017; soleiman & thalib, 2020; pradana, 2021; hussein et al., 2021), negative significant (bryan & locke, 1967) and insignificant (candrakusuma & jatmiko, 2017; kahar et al., 2019; firana, 2020). consistently there is a significant positive relationship between decentralization and managerial performance (purwanti et al., 2017; amran, 2020). moreover, research on decentralization, managerial performance, and budget participation in the context of village government is considered very limited. decentralization at the village level has been described in law no. 23 concerning regional government (2014) and law no. 6 on villages (2014). there are two types of scope of village authority, namely: 1) the authority that can regulate and administer based on origin rights and 2) the authority that only manages but does not regulate local ones within the village scope (aritonang, 2018). with this decentralization, there will be additional budgets for villages, so participation is needed which will certainly improve performance both individually and in groups (fritantus, 2019; runtunuwu & tussabaha, in pr es s 174 the winners, vol. 23 no. 2 september 2022, 173-180 2020; kepramareni & pradnyawati, 2021). the synthesis of previous findings show that a number of researchers are considered negligent in assessing budgetary participation as a mediating effect of decentralization on managerial performance in the context of village government, so this becomes the research novelty. decentralization refers to the transfer of state or national responsibilities or functions from government domiciled at the center to the level of government domiciled in the regions, or from head office to branch offices, or to private affairs (guler, 2017; alsharafi et al., 2019). decentralization is the practice of delegating authority to a lower level (mowen et al., 2018). decentralization is believed to reduce the burden on top management, so that managers will diagnose the organizational situation and choose the most appropriate level of decision making for the organization (kesumawati et al., 2019). according to mahoney (1963) managerial performance is the accumulated performance of organizational members in managerial activities. this can be seen from the final achievement of an activity or program, policies in realizing the strategic planning of an organization (ainanur & tirtayasa, 2018) and is responsible for product quality, personnel development, budget achievement, increased revenue, and public affairs (bedford & speklé, 2018). budget participation is the frequency and scope of discussions from managers to subordinates regarding budgeting (nguyen, evangelista & kieu, 2019). participation in the budgeting process is an effective approach to increase manager motivation (giusti et al., 2018). participation in budgeting is related to how far the involvement of the leadership or head of the organization in determining or preparing the budget for the part or organizational unit (aira, 2021). high participation tends to encourage managers to be more active in understanding the budget (hartmann et al., 2020). decentralization can be regarded as a form of widespread distribution or delegation of decisionmaking power to levels (sistiyan et al., 2019). organizational structure has a role in influencing performance at the organizational level and sub-unit level which is decentralized, since managers have better understanding on the condition of the unit they lead (hartmann et al., 2020). decentralized power sharing allows managers to have the opportunity to actively participate in the budgeting process which in turn will provide motivational support to subordinates to improve their performance (firmansyah & mahardhika, 2018). the results also show that decentralization has a significant positive effect on managerial performance (purwanti et al., 2017; soleiman & thalib, 2020; amran, 2020). for this reason, the proposed hypothesis is formulated: h1: decentralization has a positive effect on managerial performance dakhli (2021) shows that managers or subordinates in decentralized organizations feel themselves to be more influential people, participate more in budget planning, and feel satisfied with budgetrelated activities. this is also supported by the results of research by riyadi (2007) that the relationship between decentralization and budget participation is positive, so the hypothesis is: h2: decentralization is positively related to budget participation budget participation is defined as the involvement of managers in preparing the budget at the responsibility center of the manager concerned (kahar et al., 2019). managers who are involved in the budgeting process will form positive attitudes and traits as they will feel satisfied and appreciated (candrakusuma & jatmiko, 2017). this certainly has an impact on increasing performance and being more responsible for their work. the results show that there was a positive and significant relationship between budgetary participation and managerial performance (purwanti et al., 2017; soleiman & thalib, 2020; pradana, 2021; hussein et al., 2021). the hypothesis is proposed as: h3: budget participation has a positive effect on managerial performance the granting of authority from the highest manager to the lowest manager to be involved in budgeting will have an impact on high performance both directly and indirectly (dakhli, 2021; kahar et al., 2019; nguyen, evangelista & kieu, 2019; murhaban & adnan, 2020). according to baron & kenny (1986), a variable can be a mediating variable if there is a significant influence either directly or indirectly. hypothesis, 1, 2, and 3 indicate that budgetary participation can be a mediating variable on the relationship between decentralization and managerial performance, so hypothesis 4 is proposed: h4: budgetary participation mediates the relationship between decentralization and managerial performance ii. methods the research aims to re-test the hypothesis of previous studies by adjusting it in the context of village government, so the research uses a confirmatory approach. data collection is carried out using a cross sectional method, namely collecting or retrieving data at a certain time (bougie & sekaran, 2019). the data collection technique used is survey, namely asking research respondents using a written questionnaire distributed directly to respondents (neuman, 2020). the research is conducted in west halmahera regency from march to may 2021. the population are 175 village heads in west halmahera regency. the sample is determined by purposive sampling method which has involvement in village budgeting totaling 159 respondents. according to roscoe et al. (1975) the ideal number of samples in a study range from in pr es s 175decentralization and managerial performance .... (muhammad hasnin, et al.) 300-500 respondents, so the total number of samples is considered appropriate. the research uses a validity test using factor analysis with a loading factor value of 0,5 and a reliability test using cronbach’s alpha 0,7 (hair et al., 2018). furthermore, testing hypothesis 1, 2, and 3 uses simple regression analysis, while for hypothesis 4 using hierarchical regression analysis (baron & kenny, 1986; hair et al., 2018) by using ibm spss statistics version 24. the simple linear regression formula is as follows: y = a + bx information: x = decentralization and budget participation y = managerial performance and budget participation a = constant b = regression coefficient furthermore, the mediation hierarchy regression consists of three equations as: equation i y = α1+cx equation ii m = α2+ ax equation iii y = α3+ c’x + bm information: y = managerial performance m = budget participation x = decentralization α = regression constant coefficient value a = decentralization regression coefficient value on budget participation b = budget participation regression coefficient value on managerial performance by controlling for decentralization c = decentralization regression coefficient value on budget participation c’ = decentralization regression coefficient value on budget participation by controlling for budget participation variable m is called a mediator if it meets the criteria, namely equation i, x significantly affects y (c ≠ 0), equation ii, x significantly affects m (a ≠ 0) and equation iii, m significantly affects y (b ≠ 0). the questionnaire is adopted from previous research. for decentralization variables using a questionnaire adopted by gordon & narayanan (1984), then for managerial performance variables using a questionnaire developed by mahoney (1963) and for budgetary participation variables using a questionnaire adopted by milani (1975). the three variables use a likert scale of 5, from strongly disagree to strongly agree. specifically for the decentralization questionnaire, the researcher adjusted the questionnaire to the context of the village government. iii. results and discussions the results of the questionnaire distribution shows that from a total of 175 questionnaires distributed, only 163 (93,14%) questionnaires are returned and 159 (90,86%) questionnaires are declared eligible for the data testing stage. based on the results of the distribution of this questionnaire, the response rate in the research is 93,14%. the overall profile of the respondents in this study was male (159 respondents or 100%), with most of them ranging in age from 31-40 years (84 respondents or 53%) with the majority of the education level being high school graduates (152 respondents or 96%). the profile of the respondents in this study is shown in table 1. it shows that the sample in the study reflects the ideal age of the workforce (bps, 2021; arifin, et al., 2020). in addition, the respondents are also dominated by high school graduates who generally had a minimum education standard to be able to work as village officials (wijayanti & hanafi, 2018). table 2 shows the results of testing the validity and reliability for the variables of decentralization, managerial performance, and budgetary participation. the validity test shows that the kaiser-meyer-olkin (kmo) measure of sampling adequacy value and the loading factor 0,5 are good for the variables of table 1 respondents profile profile description frequency percentage gender male 159 100 age 21-30 yo. 21 13 31-40 yo. 84 53 41-50 yo. 43 27 ≥ 51 yo. 11 7 education level high school (slta) 152 96 bachelor (s1) 7 4 source: processed data in pr es s 176 the winners, vol. 23 no. 2 september 2022, 173-180 decentralization, managerial performance, and budget participation. it shows that the three variables are considered to be valid. furthermore, for the results of reliability testing in the research using the cronbach’s alpha value 0,7. based on the results of the reliability test in table 1, it shows that the three variables studied have a value greater than 0,7, so the three variables are declared reliable (hair et al., 2018). table 3 shows that respondents’ perceptions of decentralization, managerial performance, and budgetary participation. the results show that respondents agree that there is a delegation of authority at the village level. in addition, respondents also agree that the village head has a good performance. similar to decentralization and managerial performance, village heads also agreed to always be involved in budgeting. table 4 shows the results of testing hypothesis 1, 2, and 3. hypothesis 1 shows that decentralization has a positive and significant effect on managerial performance (β = 0,568, t = 9,687, p < 0,05). hypothesis 2 also shows that decentralization has a positive and significant effect on budget participation (β = 0,580, t = 8,112, p < 0,05). similar to hypothesis 1 and 2, hypothesis 3 also shows that budget participation has a positive and significant effect on managerial performance (β = 0,705, t = 17.344, p < 0,05). finally, the results of testing hypothesis 5 show that budgetary participation mediates the relationship between decentralization and managerial performance. it can be seen from the direct influence between decentralization and managerial performance of 0,568. when the mediating variable of budget participation is added, the value increases to 0,409, so that budget participation in the research fully mediates the relationship between decentralization and managerial performance. the results indicate that decentralization is positively related to managerial performance. higher the level of decentralization given by the leader to subordinates or managers, the higher the managerial table 2 validity and reliability tests factor and scale factor 1 factor 2 factor 3 kaiser-meyer-olkin measure of sampling adequacy = 0,810 authority has been delegated to the appropriate subordinates for each of the classes of decisions. 0,838 i work according to the task specifications in the village. 0,825 the village i lead publishes an employee's manual. 0,788 most operating decisions are made according to the level 0,860 your managerial style (decision making) is conditional 0,811 cronbach’s alpha = 0,880 kaiser-meyer-olkin measure of sampling adequacy = 0,799 planning for my area of responsibility 0,660 coordinating my area’s activities 0,791 evaluating my subordinates’ activities 0,788 investigating issues in my area of responsibility 0,769 supervising staff 0,799 obtaining and maintaining suitable staff 0,544 negotiating 0,570 representing the interests of my area of responsibility 0,675 overall performance 0,651 cronbach’s alpha = 0,858 kaiser-meyer-olkin measure of sampling adequacy = 0,813 the portion of the budget i am involved in setting 0,664 the amount of reasoning provided to me by a superior when the budget is revised 0,560 the frequency of budget-related discussions with superiors initiated by me 0,794 the amount of influence i feel i have on the final budget 0,667 the importance of my contribution to the budget 0,886 the frequency of budget-related discussions initiated by my superior when budgets are being set 0,769 cronbach’s alpha = 0,812 source: processed data in pr es s 177decentralization and managerial performance .... (muhammad hasnin, et al.) performance obtained by the manager. this is in accordance with the opinion of bruns and waterhouse (1975) that a manager or subordinate in a decentralized organization feels himself a more influential person, participates more in budget planning, and feels satisfied with activities related to the budget so that it will increase self-confidence and performance. the results are also similar to those of purwanti et al. (2017), soleiman and thalib (2020), and amran (2020) that decentralized power sharing encourages managers or subordinates to actively participate in the preparation of budget. the participation given by the manager in the preparation of the budget will result in an increase in managerial performance to be achieved by the manager or subordinate. the research also provides results in accordance with the hypothesis that decentralization has a positive effect on budget participation. luthans (2002) argues that the existence of decentralization provides relevance at lower levels of participating in decision making. with decentralization there will be employee empowerment since employees are more involved in various activities, especially in decision making. apart from this, decentralization will also motivate subordinates to play an active role in every operational and managerial activity of the company, which in the end is an extremely important part of productivity. these results also confirm previous research that decentralization has a positive influence on budget participation, since higher level of decentralization in decision-making given to managers increases their participation in budgeting involvement (riyadi, 2007). the results show that budgetary participation is significantly positively related to managerial performance. it shows that the role of participation in the preparation of the budget can be related to the process of involvement of managers in preparing the budget and its implementation to achieve certain targets. direct involvement of managers in budgeting will have an impact on budgeting. this is in accordance with the theory put forward by nguyen, evangelista & kieu (2019) that budgetary participation will have an impact on performance when managers are able to be further involved in budgeting. this refers to the frequency of effective consultation between managers and subordinates on budgets. the results are also in accordance with the results of research by purwanti et al. (2017), soleiman and thalib (2020), pradana, (2021) and hussein et al., (2021) that involving managers in budgeting will ultimately improve their performance. table 5 shows that the budget participation variable can be a full mediating variable both directly and indirectly on managerial performance, especially in the context of the village head, especially the village government of west halmahera regency. the result also strengthens the theory of the relationship mechanism described previously in hypothesis 4 table 3 respondents’ perceptions of decentralization, managerial performance and budgetary participation variable % strongly disagree % disagree % less disagree % agree % strongly agree mode decentralization 14,47 52,83 32,70 agree managerial performance 2,52 22,64 61,01 13,84 agree budget participation 1,26 4,40 34,59 50,31 9,43 agree source: processed data table 4 hypothesis testing results variable independent managerial performance budget participation β t sig. β t sig. decentralization 0,568 9,687 0,000 0,580 8,112 0,000 budget participation 0,705 17,344 0,000 source: processed data table 5 direct, indirect and total effect for budget participation as mediating variable variable direct indirect total effect decentralization-managerial performance 0,568 0,409 0,977 decentralization-budget participation 0,580 – – budget participation-managerial performance 0,705 – – source: processed data in pr es s 178 the winners, vol. 23 no. 2 september 2022, 173-180 (dakhli, 2021; kahar et al., 2019; murhaban & adnan, 2020), but not in line with riyadi, (2007). iv. conclusions the research yields three main contributions as well as implications. first, the research provides new findings, namely budgetary participation as a mediating variable on the relationship between decentralization and managerial performance in the context of village government. results also contribute to the management and accounting literature, especially on decentralization, budgetary participation, and managerial performance. second, in terms of age, research provides evidence that the productive age in developing villages ranges from 30-40 years. third, the preliminary descriptive analysis has shown a tendency in the educational aspect to show that the level of education does not guarantee that higher education is capable of managing village government better than those with lower levels of education. it can be concluded that: 1) decentralization has a positive effect on managerial performance, 2) decentralization has a positive effect on budget participation, 3) budget participation has a positive effect on managerial performance, and 4) budgetary participation fully mediates the relationship between decentralization and managerial performance. in addition, the research also has limitations and recommendations for future research. the research uses measurements for managerial performance variables that are personal assessment, so it reveals that managers or village heads in assessing their own performance. therefore, it is suggested that future research express performance using a 360-degree assessment. in addition, the research can examine several other variables to see the mediation between the relationship between decentralization and managerial performance such as self-efficacy, organizational culture, management accounting system, environmental uncertainty, and internal control which have been neglected to be studied in the context of village government. acknowledgement the research was funded by a research grant through the faculty of economics and business, universitas khairun in 2021. the authors would like to thank the faculty for its support until the production of the research. references ainanur, a. & tirtayasa, s. 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(2018). pencegahan fraud di pemerintah desa. jurnal akuntansi multiparadigma, 9(2), 331-345. https://doi.org/10.18202/ jamal.2018.04.9020 in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 23 the winners, 24(1), june 2023, 23-31 doi: 10.21512/tw.v24i1.9388 gojek accelerate economic recovery through the digitalization of msmes in makassar abdul karim1*; asrianto2; muhlis ruslan3; miah said4 department of management, faculty of economic and business, universitas bosowa jl. urip sumoharjo no. km. 4, sinrijala, panakkukang, kota makassar, sulawesi selatan 90232, indonesia 1abdul.karim@universitasbosowa.ac.id; 2asrianto@stie-pb.ac.id; 3muhlisruslan@universitasbosowa.ac.id; 4miahsaid879@gmail.com received: 29th december 2022/ revised: 19th june 2023/ accepted: 19th june 2023 how to cite: karim, a., asrianto., ruslan, m., & said, m. (2023). gojek accelerate economic recovery through the digitalization of msmes in makassar. the winners, 24(1), 23-31. https://doi.org/10.21512/tw.v24i1.9388 abstract it was a qualitative descriptive research to determine the role of the digital economy in makassar city’s economic growth. during the pandemic, the role of the digital economy has been becoming increasingly crucial in encouraging the expansion of micro, small, and medium enterprises (msmes), which are the backbone of national and regional economies. the acceleration of the digital transformation of msmes in makassar city could not be separated from the support of digital platforms. before the pandemic, the digital economy, namely gojek, contributed to economic growth. makassar city's economy has experienced an increase in msme turnover registered on social sellers gofood, gopay, and gosend. the digital economy plays a vital role in driving the wheels of the makassar city economy. in 2021, gojek and goto financial were estimated to contribute around idr 4,6 trillion, or 3% of makassar city's gross regional domestic product (grdp). since data reveals that gojek food is encouraging, gojek is also accelerating digitization and financial inclusion for msmes. msmes are going digital for the first time (87%) and are using non-cash payments (51%). 37% of goride partners and 22% of gocar partners have saved regularly since joining gojek. according to estimates, the gojek ecosystem contributes idr 249 trillion, or 1,6% of indonesia’s gdp—resilience and recovery speed through increased revenue, mainly for msmes in the gojek ecosystem. during the pandemic, consumer loyalty aided economic recovery at the national and regional levels. keywords: ecosystem, digitalization, msmes, economic recovery i. introduction makassar city is south sulawesi's capital and one of the largest cities in eastern indonesia. tourists often visit makassar because of its exciting history, culture, and culinary variety (dhewanto et al., 2022). in 2021, the unemployment rate in makassar city was 13,18%, a reduction from 15,92% the previous year. in february 2022, it was recorded that 23.909 people were still unemployed, although this number decreased by 30,42% compared to february 2021, which reached 34.361 people. open unemployment in makassar is claimed to be high (ismail et al., 2022). the unemployment rate in makassar has gradually decreased (hasniati, indriasari, & sirajuddini, 2023) due to the city government's easing of community activities. figure 1 shows the number of productive citizens aged 15 and over in makassar city in 2022. to reduce the impact of covid-19 on the unemployment rate in makassar city, the digital platform company gojek is implementing a program to collect gofood local champions specifically for culinary to accommodate 350 micro, small, and medium enterprises (msmes) in makassar city (kurniawati & kustulasari, 2020). gojek commitment to encouraging the best growth for msmes and being part of innovation aligns with the city government’s strategic policy according to makassar’s tagline, city of delicious (wahyuni & noviaristanti, 2022). so far, merchants entering the gofood ecosystem have continued to increase by up to 54%, and by the end of 2022, the growth will reach 1 million msmes (ardiansyah, 2020). according to data from the ministry of cooperatives and small and medium enterprises, indonesia has a population of 64,2 million msme actors contributing to the value of the gross domestic product of 61,07% or idr 8.573.89 trillion. the in pr es s 24 the winners, vol. 24 no. 1 june 2023, 23-31 government's role in developing the financial industry and technological advances can synergize optimally (bachtiar, vandenberg, & sawiji, 2022). the number of msmes in south sulawesi province has reached 751.802 business units (dewi et al., 2022). the rest are included in the small and medium enterprises category, reaching 88.095 business units, and medium enterprises, as many as 3.129 business units (azis, sikar, & azis, 2022). other msmes include the service sector reaching 214.567 business units. the production sector reached 108.134 business units, and the industry totaled 16.745 business units. makassar city government projects economic growth in 2023 with a target of 4,90%. up 0,9% compared to the 2022 target of 4,00%. the revenue budget in the 2023 regional income and expenditure budget is idr 4.2 trillion, with details of original regional income of idr 2 trillion, transfer income of idr 2 trillion, and legitimate local revenue of idr 182 billion (simbolon & yanti, 2021). figure 1 total population of makassar city aged 15 years and over source: central bureau of statistics for makassar city, 2022 life activities for people in urban areas are very complex; thus, an acceleration that can support the activity level and needs is required (kurniawan et al., 2022). the presence of digital-based applications on smartphones, as in makassar city, is undoubtedly a tool to assist the demands of urban residents (munaiseche et al., 2022). during the economic recovery during the pandemic, the role of the digital economy has become increasingly crucial in becoming a growth partner for msmes (surya et al., 2022). approximately 15,6 thousand e-commerce businesses dominate the sale of food and beverage products, accounting for 41,5% of all sales. table 1 shows that 14 different types of goods and services have the highest percentage of e-commerce sales in indonesia. the percentage of e-commerce businesses in indonesia based on the sort of goods/services sold in 2021 is detailed in table 1 (bps, 2022). table 1 proportion of e-commerce businesses in indonesia no. types of goods and services percentage (%) 1 food and drink 41,5 2 fashion 16,25 3 household needs 9,67 4 cosmetics 6,85 5 transportation/delivery of goods 6,17 6 entertainment/hobby/sports 5,79 7 cellphones/pulse/accessories/ services 5,76 8 means of transportation 4,61 9 drugs 3,99 10 books/magazines/newspapers/office stationery 2,88 11 building materials 2,57 12 electronic goods 2,41 13 accommodation services 1,66 14 educational services 1,1 source: ahdiat (2022) micro, small, and medium enterprises in south sulawesi province have recorded a significant addition of msme actors yearly since the covid-19 pandemic (karim et al., 2022). the total msme actors in 2019 were 944.279 businesses. then it increased to 1.262.952 in 2020, and at the end of december 2021, the number of msmes had again increased by 302.182 businesses so that the total of msmes in 2021 in south sulawesi will be 1.565.134 businesses. the agricultural sector occupies the first position of the total msmes in south sulawesi, namely 37%, then trade at 29%, followed by services at 19%, non-agriculture at 11%, and other categories at 4%. msmes encounter a number of problems, including low product competitiveness that does not absorb the market, limited marketing access, and low product legality, particularly in macroenterprises (lukito-budi, manik, & indarti, 2022). during the pandemic, the government provided direct aid to 2.173 business units in makassar city, and 13.277 msmes were recorded, consisting of 5.311 household businesses, 4.647 micro-businesses, and 3.319 medium enterprises. in the meantime, the office of cooperatives noted a discrepancy of roughly 2.464 msmes and mses that did not receive direct financial assistance (tarigan, doringin, & budiana, 2022). the research aims to determine the impact of economic growth in makassar city on the msme sector through the use of digital platforms. can the gojek application help increase the economic in pr es s 25gojek accelerate economic recovery .... (abdul karim, et al.) development of msmes in makassar city, where marketing msme products through online services is more practical and easy for most urban residents? it is envisaged that the digitization of msmes and financial inclusion in makassar city will increase through the achievement of original regional income in the income tax sector among the community. one of gojek’s digital platforms, gofood, led msmes to have digital businesses for the first time (87%) and use non-cash payments (51%) in makassar city. in general, the covid-19 pandemic is considered a dangerous condition for drivers because it is detrimental to the economy, which depends on the work-on-demand system. in addition to government policies, the virus has caused anxiety in public health aspects, limiting the scope of interaction and preferring to stay at home (salsabila & jamiati, 2022). covid-19 has changed consumer lifestyles that limit activities outside the home to prevent virus transmission (abdillah, 2020). the gojek digital ecosystem's significance in the indonesian economy prior to and during the covid-19 pandemic (sulhan, 2021). since becoming gofood partners in 2020, makassar city’s micro, small, and medium enterprises have boosted their revenue by 35% (kilay, simamora, & putra, 2022). the turnover of gosend social sellers has also increased by 10%, and the turnover of msmes gopay has risen by 18% since joining gojek. in addition, 78% of gofood msmes also experienced an increase in transaction volume, and 98% of them got new customers. the gojek ecosystem does not only have an impact on msmes but outside the ecosystem also receives this impact (kaplinsky & kraemer-mbula, 2022). as with raw material providers in markets and vehicle repair shops, they also benefit from gojek's presence in makassar city, with an increase in turnover of 9%. the presence of gojek in makassar has contributed to a domino effect in other sectors. ii. methods methods or methodologies are processes, principles, and procedures we use to approach problems and seek answers. a methodology is a general approach to studying research topics (mulyana, 2008). the research is classified as descriptive research due to the data acquired in the form of descriptions. the data will subsequently be analyzed to produce an explanation or report on the gojek application’s use as a digital platform for driving economic growth in makassar city. the data gathered in the research is written data (from articles). as a result, the research can be classified as qualitative-descriptive research. the purpose of descriptive research is to describe the phenomenon and its characteristics. the research is more concerned with the what than how or why something has happened. data is frequently collected using observation and survey tools (arikunto, 2014). the data obtained in this research were collected directly by the researchers themselves, sourced from websites in indonesia, and then analyzed using the help of the nvivo 10 software. the data collection process was carried out by searching for data that matched the criteria the researchers wanted through the website. then it is stored and downloaded using the ncapture feature to make downloading articles on the website more accessible. then it is stored in the nvivo 10 software using the download feature that used the previous ncapture on the website. in this research, data analysis is the process of searching for and then systematically compiling data gathered from web search results, presenting the data, and deriving a conclusion from the data collected and validating the conclusion (rukin, 2019). data analysis was carried out by researchers using the nvivo 10 software. researchers were advised to use the ncapture feature to easily download articles and enter them into the nvivo 10 software to achieve efficiency and effectiveness goals in research (nazir, 2014). the most basic thing that every qualitative researcher must consider is how to measure the accuracy or consistency of qualitative research. to be able to determine the level of reliability in this research, researchers can use the help of the nvivo 10 plus software, which has features. coding comparison queries or coding features are usually used to provide codes or tags to articles with essential words related to the theme chosen by the researcher (espitia et al., 2016). nvivo 10 software can display features that are very useful for researchers to analyze the data they want; for example, when researchers are coding or providing code, several of the same nodes will be formed in different articles. from the several nodes formed, it will be straightforward for researchers to find the analysis results between various article sources. in the nvivo 10 software, researchers can efficiently operate it; an example of a feature in the nvivo software is the word cloud feature, which can also be called keywords. it will display keywords or keywords that are important in data analysis. then there is the hierarchical chart feature, which describes the most discussed in the article. there is also a cluster analysis feature, which can explain the relationship between one keyword and another (bandur, 2016). iii. results and discussions e-commerce transactions in makassar city from 2021 will continue to show a significant trend of increase in nominal and transaction volume. the nominal e-commerce transactions grew by 31,6% or reached idr 1,79 trillion. in line with this, the number of e-commerce transactions also increased by 68,7% or reached 16,8 million transactions throughout 2021. it shows the tendency of people in makassar city to be increasingly active in transacting via digital platforms, especially amid the covid-19 pandemic 19 and an increase in public consumption. these digital transactions positively impact the economic growth of makassar city in 2022, in pr es s 26 the winners, vol. 24 no. 1 june 2023, 23-31 growing 5,40%, higher than the 2021 achievement, which experienced growth of 4,47%. gross regional domestic product at current prices was recorded at idr 208,93 trillion, higher than in 2021, which was only idr 190,31 trillion. gross regional domestic product at constant prices has also increased to idr 133,13 trillion in 2022, higher than in 2021, which was only idr 126,31 trillion. the following is the percentage of digital activities carried out by the community in supporting economic growth in the city of makassar based on e-commerce, as shown in figure 2. figure 2 the percentage of digital transaction payments in makassar city source: author’s findings, 2022 the multiplier impact or the indirect contribution of gojek’s existence to makassar's grdp in 2019 reached idr 2,8 trillion. it is calculated from the income of msmes outside the gojek ecosystem (such as workshops used by driver partners or market traders who sell raw materials to gofood partners) after gojek operates in makassar. gojek services have become the primary choice for consumers in makassar city at this time, the ability of the gojek ecosystem to support its partners during the pandemic (futri, afisah, & saputro, 2021). until now, gojek's partners are optimistic about using online platforms as a place to make a living in the future. most consumers use goride services more often (83%) and gocar (87%); 91% use gofood services more often, and 78% use gosend more often. partners get many benefits from online platforms as a place to make a living. 2 per 3 driver partners prioritize time flexibility in partnership with gojek (elhan-kayalar, 2022). this flexibility allows them to split their time between work and family, and is free to join or cancel offers at any time (arner et al., 2022). 9 out of 10 goride driver-partners said they could still have income during the pandemic to support themselves and their families through a partnership with gojek. most goride and gocar partners state that their collaboration with gojek improves their quality of life. partners appreciate the various supports provided by gojek, such as discounts from the self-help program. initiatives to maintain security, health, cleanliness of partners, and insurance membership services. as of july 2022, 66% of indonesian shoppers directly access online shopping sites; this is the only channel that has experienced an increase. meanwhile, access through search engines, social media, and advertisements decreased by 13%. from the third quarter of 2019 to the second quarter of 2022, the number of visitors to the top ten e-commerce websites climbed by 64% nationally. the top ten e-commerce sites with the most visitors in indonesia since the second quarter of 2022 on websites for digital services are as indicated in figure 3. figure 3 average visitors/month source: author's findings, 2022 the reliability of gojek's ecosystem and solutions helps msmes and novice entrepreneurs continue to grow amid a pandemic. the income of gofood msme partners in makassar city will increase by an average of 28% in 2021 compared to 2020. 1 out of 3 msme partners are novice entrepreneurs who go digital immediately, and most msme actors believe gofood encourages business growth. the main benefits that msmes feel from partnering with gofood are 1) the opportunity to participate in the gofood promotional program, 2) expanding market access, 3) ease of operational management through the gobiz application, and 4) the ability to send food via gojek drivers. the majority of msmes think that gofood's commission fees are by the benefits they get. the existence of the gojek ecosystem helps increase the income of driver partners and msmes during the pandemic. most makassar consumers (87%) still use the gojek application, even without promos. it reflects consumers’ positive perceptions of the gojek ecosystem as a platform that supports society to remain productive and safe during a pandemic. through innovation and technology, gojek makes it easier for people to undergo a digital adaptation process during the covid-19 pandemic. 5 gojek services that are the mainstay of the community during the covid-19 pandemic, namely: 1) food ordering services and daily shopping (gofood and gomart), 2) digital payment services (gopay), 3) in pr es s 27gojek accelerate economic recovery .... (abdul karim, et al.) digital donation services (gopay), 4) entertainment services and productivity (gogames, goplay, and gotix), and 5) gosend services. even though this pandemic brought many challenges, the above trends show how gojek users can adapt to a new way of life using digital services. on the other hand, gojek will continue to innovate and use its technology to serve users, and the entire gojek ecosystem will adapt to a new way of life. the gojek platform has partnered with 16 applications, namely gopay, goclub, gobilling, goride, gocar, gojek, gosend, gobox, gofood, gomed, gomart, goplay, gotix, gobiz, gogames, and goshop. gojek is a digital platform that utilizes advanced technology, more precisely in terms of area (gps). naturally, gojek is really useful and makes it simple for many people to travel; simply by clicking and ordering via smartphone, they may go anywhere if the location is within reach. gojek is an online transportation service that offers gojek, gocar, gofood, gosend, gomart, goshop, and gobox. to encourage banking intermediation to the real sector and msmes, one of the efforts made by bank indonesia is to provide information on msme profile data that are not currently receiving bank financing but need credit/financing in the framework of developing their business (fauzi & sheng, 2021). with the availability of msme profile data in question, it is hoped that it can provide benefits for parties, especially for msmes, to accelerate access to financing from banks (karim et al., 2021). msme profile data present entrepreneur information data (company name, length of business, address, etc.) as well as business data which includes information on business activities, level of business competition, total assets, average annual sales, projected growth, financing needs, estimates assets for credit guarantees as well as the number of credit requirement documents (perwitasari, 2022) if you want to get complete information from msme profile data which includes the composition of owners and managers, lists of suppliers and customers, and business finances (balance sheet, profit and loss, and cash flow). digital-based msmes positively contribute to the realization of makassar city government revenue, as seen in table 2. msmes have proven to be the main pillar of the national economy after contributing up to 60% of the national gdp in 2021 or during a pandemic. msmes surviving during a pandemic are key in accelerating national economic recovery. gojek in makassar city helps sustain the income of thousands of micro, small, and medium enterprises (msmes) by utilizing the technological and non-technological solutions presented. gojek provided digital marketing training and the registration process to become a gofood business partner to 30 msmes in makassar through the integrated business service center for south sulawesi province. digitalization of msmes to table 2 actual makassar municipal government revenues by kind of revenues (thousand idr), 2020–2021 no. kind of revenues the year 2020 (thousand in idr) the year 2021 (thousand in idr) 1 regional revenue 1,078,328,561.27 1,139,438,031.61 regional tax 864,313,239.52 54,184,449.34 regional retribution 67,204,193.74 54,184,449.34 regional owned company revenue and separated management of regional wealth 31,875,688.80 22,251,084.16 other regional revenue 114,935,439.21 132,226,041.12 2 balance funds 1,676,121,523.29 1,687,551,396.04 tax sharing revenue 113,943,184.59 148,295,851.88 non-tax sharing revenue/natural resources 4,842,507.75 7,438,257.95 general allocation fund 1,249,647,391.00 1,233,440,789.38 special allocation fund 307,688,439.95 298,376,496.83 3 other revenue 56,212,202.05 457,353,094.54 grant 165,818,274.71 emergency fund tax sharing revenue from provincial and other regional government 302,750,607.33 261,622,311.94 regional adjustment and autonomy fund 74,623,320.00 30,304,767.00 financial assistance from provincial or other regional government 26,020,000.00 7,004,400.00 others 158,421,615.16 total 3,323,662,286.60 3,284,342,522.20 source: author's findings, 2022 in pr es s 28 the winners, vol. 24 no. 1 june 2023, 23-31 accelerate regional economic recovery. it is certainly not easy; the challenges msmes face are mainly related to readiness in terms of products and human resources. in addition, efforts to increase literacy for the benefits of entering the digital ecosystem and incubation to accelerate msme readiness need to be carried out intensively. the digital economy plays a significant role in driving the wheels of the economy in makassar city. the role of the digital economy during this pandemic has become increasingly important to encourage the growth of micro, small, and medium enterprises, which are the backbone of the national and regional economies. the acceleration of the digital transformation of msmes in makassar city cannot be separated from the support of digital platforms, one of which is gojek. during normal times prior to the pandemic, the digital economy, such as gojek, played an important role in driving the economy in makassar city, south sulawesi, by raising the turnover of gofood msme, gopay msme, and gosend social sellers. the turnover of gosend social sellers has also increased by 10%, and the turnover of gopay msme has increased by 18% since joining gojek. in addition, 78% of gofood msmes also experienced an increase in transaction volume, and 98% of them got new customers. gojek’s presence in makassar has had a domino effect in other sectors, namely the multiplier impact or the indirect contribution of gojek's existence to makassar’s grdp in 2019, reaching idr 2,8 trillion. it is calculated from the income of msmes outside the gojek ecosystem (such as workshops used by driver partners or market traders who sell raw materials to gofood partners) after gojek operates in makassar. gojek strives to respond to the various needs of msmes to adapt and grow. it is done to realize gojek's commitment to supporting the implementation of msme training and onboarding facilitation into the gojek ecosystem. in addition to digital adoption, msmes need assistance from the time they join to selling online in the form of education and capacity building to optimize business growth. therefore, through digital solutions and educational forums, gojek can continue to be a partner and solution for msmes to continue to grow in advancing the national economy. most online traders in indonesia use online logistics services from the gojek application, namely gosend. an online logistics service that provides ease of use of applications and best supports seller productivity by providing the most efficient service. gosend is also an online logistics service that provides its users with the most sense of security, above the average industry satisfaction (rauf et al., 2021). online logistics services in indonesia continue to grow along with the development of online shopping trends through e-commerce, social media, or other media. most digital service users are aged between 18 to 29 years (45,83%) and 30 to 41 years (41,67%), with an average monthly income of idr 2,5 million to idr 5 million (31,58%) and idr 5 million to idr 10 million (28,95%). express online shopping services (quick commerce) are quite popular in indonesia. the products most frequently purchased by the public through quick commerce are necessities, snacks, cooking necessities, and vegetables and fruit. the presence of online transportation applications in makassar city positively impacts the national economy. the gojek application has contributed to the provision of employment and increased sales of msmes digitally. the contribution of gojek partners to makassar city’s gross regional domestic product in 2021 will reach idr 4,8 trillion or contribute to driving 3% of makassar city’s grdp. if calculated using the added value method to the makassar economy, gojek will contribute idr 4,6 trillion in 2021. the turnover of msmes that have joined gofood in 2021 will increase by 35%, the turnover of gosend social sellers will increase by 10%, and the turnover of gopay msmes will increase by 18% since joining gojek. meanwhile, 78% of gofood msmes also experienced an increase in transaction volume, and 98% of them got new customers. during the economic recovery period during the pandemic, the role of the digital economy has become increasingly crucial in becoming a growth partner for msmes. gojek also accelerated the digitization of msmes and financial inclusion, as shown by data that gofood also led msmes to have digital businesses for the first time (87%) and use non-cash payments (51%). this research focuses more on the gojek platform, which increasingly shows its existence as an on-demand platform in the country, especially in makassar city through msmes. it first appeared in 2010 and went viral because it provided income of idr 8 million for motorcycle taxi drivers. gojek appears to have been in operation for 12 years. during this time, it is envisaged that gojek driver-partners would reach 2,6 million, able to become employed to reduce the poverty rate in makassar city, which has climbed by 74,69 thousand people, an increase of 69,98 thousand people compared to 2020. the percentage of poor people was 4,82%, an increase compared to 2020 of 4,54%, an increase of 0,28 points from december 2020. due to the covid-19 pandemic, communities that have joined the gofood application since 2021 have surpassed 1 million partners. gojek motorbike or goride driver-partners experienced an increase in income of up to 24% compared to 2020. not much less than goride, partners who provide gojek car or gocar services also experienced an increase in income of up to 18%. in 2021, gojek driver revenue has increased by 24%, while gocar driver revenue has increased by 18%. msme partners 4 out of 5 believe that gofood, a gojek service for ordering food, has driven their business development. it also affects 9 out of 10 partners who plan to have a long-term partnership with gofood. another finding is that 1 out of 3 gofood business partners is novice entrepreneurs who immediately go digital. compared to their partners, who are goride and gocar partners, the income of these gofood partners in pr es s 29gojek accelerate economic recovery .... (abdul karim, et al.) has grown more rapidly. in 2021, gofood msme partners will experience an increase in income of 66%. this figure is greater than income in 2020. not only for personal income, but the contribution of the gojek ecosystem to the national economy in 2020 has also reached idr 249 trillion. this figure is equivalent to 1,6% of gdp in 2020. gojek has sent 14 million orders to more than 200 cities in indonesia. meanwhile, as of december 2021, there were 15,1 million merchants in the goto ecosystem. as well as, 59,3 million users transact via goto. this research will likely serve as a reference for further research in studying gojek’s role in unraveling regional economic development. iv. conclusions since its establishment, gojek has been an application that provides online transportation facilities and competes with other online transportation applications in indonesia. gojek, an application founded through the work of the nation’s children from 2010 until now, has provided 22 application services. the gojek ecosystem continues to contribute positively to the national economy every year. gojek’s technological and non-technological solutions help driver-partners and micro, small, and medium enterprises to be more resilient and recover their economy more quickly through increasing income in 2021 compared to 2020. the gojek application has provided employment and reduced poverty in makassar city. it can be seen from the increase in the grdp of makassar city every year through the development of the number of msmes in the community. the presence of gojek in makassar city, apart from increasing grdp at a macro level, this digital-based application can contribute to the occurrence of economic transactions in densely populated residential areas. the presence of digital platforms such as gojek has a positive impact on the community in meeting their needs for meeting the necessities of life, a positive impact on the income of gojek drivers and sales of msme products. so that policies are needed that are more impartial and think about the fate of the drivers for the sake of family economic sustainability for the drivers. the gojek company should be more open to receiving external researchers to add to the study of company policies so that they can improve and develop institutions in a better direction. gojek drivers should not park irresponsibly on the side of the road to avoid disrupting the smooth traffic flow and causing congestion at various space points in makassar city. future researchers are expected to examine more sources and references related to the impact of the gojek online platform on reducing unemployment rates in makassar city. msmes in makassar city who partner with gojek significantly impact the increasing income of msmes who partner with gojek in makassar city. furthermore, researchers suggest that msmes in makassar city, especially those who partner with gojek, should focus more on using e-commerce applications. to improve skills that will increase the income of msmes in makassar city. likewise, other msmes have not penetrated e-commerce as a tool for marketing their products. references abdillah, l. a. 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(2022). the effect of entrepreneurship education and entrepreneurial motivation on aro gapopin’s student interest in entrepreneurship. the winners, 23(1). in pr es s 31gojek accelerate economic recovery .... (abdul karim, et al.) https://doi.org/10.21512/tw.v23i1.7275 wahyuni, a. i., & noviaristanti, s. (2022). startup characteristics and the role of business incubators in indonesia. indonesian journal of business and entrepreneurship (ijbe), 8(2), 251-251. https://doi. org/10.17358/ijbe.8.2.251 in pr es s *corresponding author p-issn: 1412-1212 e-issn: 2541-2388 1 the winners, 24(1), june 2023, 1-11 doi: 10.21512/tw.v24i1.8124 the role of external auditor in the adoption of computer-assisted audit techniques (caats) with unified theory of acceptance and use of technology: an empirical study in public audit firms in jakarta kevin deniswara1*; thomas henky2; archie nathanael mulyawan3; wishnu kameshwara armand4; mazlina mustapha5 1,2,3,4accounting department, faculty of economics and communication, bina nusantara university jl. k. h . syahdan no. 9, kemanggisan, palmerah, jakarta barat 11480, indonesia 5school of business economics, universiti putra malaysia 43400 upm serdang, selangor darul ehsan, malaysia 1kevindeniswaraignatius@binus.ac.id; 2thomas.henky@binus.ac.id; 3archie.mulyawan@binus.edu; 4wishnu.armand@binus.ac.id; 5mazlina@upm.edu.my received: 25th january 2022/ revised: 16th february 2023/ accepted: 20th march 2023 how to cite: deniswara, k., henky, t., mulyawan, a. n., armand, w. k., & mustapha, m. (2023). the role of external auditor in the adoption of computer-assisted audit techniques (caats) with unified theory of acceptance and use of technology: an empirical study in public audit firms in jakarta. the winners, 24(1), 1-11. https://doi.org/10.21512/tw.v24i1.8124 abstract this research aimed to analyze the factors that influence the acceptance of computer assisted audit techniques (caats) among external auditors in public audit firms in jakarta. the unified theory of acceptance and use of technology (utaut) approach was used for this analysis. technological advancements had an effect on auditors' ability to adopt audit software. however, it had been found that there was no preparation or openness from auditors, leading to suboptimal utilization of audit implementation software and affected the presentation of audit information. this investigation adopted a quantitative method by distributing close-ended questionnaires to external auditors in audit firms in jakarta. the data were analyzed using partial least square with smartpls ver 3. the results showed that social influence affected behavioral intention of external auditors in jakarta in adopting and using caats. expectancy performance, effort expectancy, and facilitating conditions did not affect behavioral intention of external auditors in adopting and using caats. this research generated contributions that could be further directed toward the development of auditors’ competencies in optimizing technology in audit. keywords: caats, public audit firms, utaut, audit software i. introduction technological advancements in the industrial revolution 4.0 era have generated changes that modified management strategies in the industrial world (gupta, motlagh, & rhyner, 2020). furthermore, the data transformation driven by the growth of arstificial intelligence, big data, robots, etc. has significantly reshaped the industrial world. according to the international data corporation (idc), the implementation of intelligent automation systems can boost a company's performance by 88% (muscolino et al., 2020). this progress has led to a high level of it spending in asia pacific at 89% (muscolino et al., 2020). furthermore, the rise of leadership awareness to speed up operations has an impact on several nonit sectors, specifically financial reporting. according to zadorozhnyi et al. (2021), the competitive level of technology implementation has changed the financial information system by presenting a new taxonomy that is wary of cyberattacks. in addition, kroon, do céu alves, and martins (2021) found that academic experts have conducted many investigations related to the accounting information system. sutton et al. (2016) also stated that the systems of financial report record-keeping underwent continuous advancements. this can create a gap between humans and the system, which has a disruptive impact (autor, 2015; kumaraswamy et al., 2018). in pr es s 2 the winners, vol. 24 no. 1 june 2023, 1-11 according to rezaee and wang (2019), it is necessary to increase knowledge and experience to overcome this gap. this will facilitate competitiveness, specifically for auditors dealing with fraud perpetrators who are also adapted to technology. continuous changes in the financial statement presentation system also require auditors to be able to improve audit quality, which is further facilitated by technology (raguseo, 2018). according to kokina and davenport (2017), and munoko, brown-liburd, and vasarhelyi (2020), auditors can take advantage of various modern systems to help verify large amounts of data to provide audit information that helps inform users in decision-making. however, it often creates an audit performance expectation gap with report users due to inconsistencies in auditor-generated information (astolfi, 2021; deepal & jayamaha, 2022). the information can be generated in a relevant way as long as auditors can optimize the technology by obtaining hidden data (calderon & gao, 2021). alles (2015) showed the data growth faced by auditors was six times higher than other technologies, which required some technical skills. figure 1 the rise of technology in audit (kroon et al., 2021) auditors have started using advanced software to increase the success of audit strategies. previous research analyzed auditors' competencies in accepting audit technology using various frameworks (alhiyari, al said, & hattab, 2019; gepp et al., 2018; sirois, marmousez, & simunic, 2016) and data exploration to gain auditors’ perspective on the update (slapničar et al., 2022; widuri, o’connell, & yapa, 2016). additionally, the covid-19 pandemic has led auditors to implement remote audit that is more flexible and easier to collect data (slapničar et al., 2022). one of the advanced softwares that help to support auditors' performance is computer assisted audit techniques (caats). shamsuddin et al. (2015) stated that caats is a technology used by internal and external auditors to conduct the audit process of a company’s information systems. caats support the effectiveness and efficiency of audit work by automatizing manual audit activities consisting of several tools and techniques to extract, analyze, and evaluate the result of data processing. furthermore, caats reduce audit expenses, improve quality, productivity, and timely efficiency (gepp et al., 2018). external auditors need to understand the techniques for accessing and analyzing client electronic data by using caats. therefore, external auditors can reduce the time between the event of client accounting occurrences and the services, as well as change the audit process from archiving activities into a continuing process (chatterjee et al., 2021). this research focused on caats, where some examples of caats software are acl, idea, ms. excel, ms. access, lotus-123, ms. query, and oracle. technological advancements will have an effect on the gap between report users and auditors due to the lack of guarantees that increase public trust (behzadian & nia, 2017). according to alles (2015) and rosati, gogolin, and lynn (2019), professional bodies such as the international auditing and assurance standards board (iaasb), american institute of certified public accountants (aicpa), public company accounting oversight board (pcaob), and others have adapted auditing standards to keep up with the changes. furthermore, arens, elder, and beasley (2014) updated audit education by integrating with iaasb canada, which supported gitc (general it control) to ensure client internal controls were executed following the appropriate procedures through auditors that have been adapted with changes. according to the international audit standard (isa) 315 (revised 2019), the use of automated tools and techniques can aid in the identification and compilation of audit risks. these tools enhance the accuracy and speed of data processing, making the process more reliable. in indonesia, caats are regulated by various auditing standards. the standard auditing (sa) 240 addresses the responsibility of auditors in detecting fraud in financial statements. sa 300 pertains to the planning of financial statements, sa 315 focuses on the identification and assessment of the misappropriation in the financial statement. furthermore, sa 330 deals with auditors’ responses to risks, and sa 550, also known as 'related parties' emphasizes how caats improve the effectiveness and efficiency of external auditors in conducting the financial statement audit. deepal and jayamaha (2022) stated that auditors’ lack of ability to practice the system has an impact on increasing the expectation gap, as mentioned in audit expectation-performance gap (aeg) theory. therefore, caats are very helpful for external auditors and important when conducting the audit of the companies’ bookkeeping which accounting systems are computer-based (al-hiyari et al., 2019). it concluded that user acceptance is a very important factor in determining the success of the development of it. this research used the unified theory of acceptance and use of technology (utaut) methodology. several research utilized various in pr es s 3the role of external auditor .... (kevin deniswara, et al.) frameworks, including toe, delone, mclean is success model, and others to analyse technology implementation success at the organizational level (alokaily et al., 2020; prasetyo et al., 2021; widuri et al., 2016). in addition, the utaut model provides better explanation capabilities in illustrating behavioral intention to use the system than using other methods (al-hiyari et al., 2019). behavioural analysis plays an important role in addressing the recurring problems that arise due to variations in individual acceptance levels. to contribute to audit firms and scholars in designing suitable audit frameworks and strategies, a deeper exploration of this topic is necessary (al-matari et al., 2021; najafabadi et al., 2015; rosati et al., 2019). previous research examined the acceptance of caats by external auditors. al-hiyari et al. (2019) conducted a research on the acceptance of caats by external auditors in jordan. the results showed that performance expectancy and facilitating conditions significantly influenced the intention of external auditors to adopt caats. mohammad, kamil, and bin mohd noor (2017) conducted a research in jordan and identified performance expectancy, effort expectancy, and social influence as significant factors that affected the intention of external auditors to adopt caats, but facilitating conditions had no effect. mohamed, muhammad, and rozzani (2019) also conducted a research on the external auditors’ intention in using caats in malaysia. the results found that performance expectancy, effort expectancy, and facilitating conditions significantly influenced the intention to use caats, while social influence did not have an effect. according to shamsuddin et al. (2015), on external auditors in malaysia, all factors such as performance expectancy, effort expectancy, social influence, and facilitating conditions influenced the intention to use caats. external auditors believe that the use of caats can quickly solve audit work, improve quality, and productivity. handoko, ariyanto, and warganegara (2018) stated that performance expectancy affected behavioral intention while effort expectancy and social influence had no effect. enabling conditions and behavioral intention have an influence on usage behaviour by external auditors in the use of caats. in indonesia, the acceptance and use of caats are still relatively new (widuri et al., 2016). by conducting this, it is expected to provide a thorough understanding of factors that promote or inhibit the acceptance and use of caats by external auditors in the jakarta area. based on the previous literature described, this research stimulated venkatesh et al. (2003), which declared america as a research site for the banking, communication, entertainment, and public administration industries that use information systems. meanwhile, the expert decided to choose indonesia, specifically jakarta as a research site with external auditors as the respondents. this research aims to contribute by analyzing auditors’ acceptance to adopt technology to support audit performance. the findings will improve the decision-making process for report users, thereby minimizing the gap in auditors’ capacity with technological advancements and the expectation gap between report users and the auditing profession. lastly, the results can be a basis for standard setters to adapt developments in auditing standards in response to evolving changes. the relationship between performance expectancy and behavioral intention mahzan and lymer (2014), shihab et al. (2017), and al-hiyari et al. (2019) claimed technological advancements in auditing improved auditors’ performance, which became faster and superior, specifically when minimizing costs and time. according to calderon and gao (2021), auditors are gaining more knowledge in conducting risk assessments that have an impact on a more advanced and open audit testing process. krahel and titera (2015), and raguseo (2018) explained how the existence of technology, in addition to having a great impact on earnings for auditors, also required a consideration related to experience. this consideration can be a risk of opinion error when it is unable to optimize technology. furthermore, handoko et al. (2018) established how the level of auditors' success in practicing technology can be seen from the preparation, which supported performance. h1: performance expectancy has a positive impact on behavioral intention. the relationship between effort expectancy and behavioral intention venkatesh et al. (2003) developed the utaut model on the expectation of effort to analyze individual acceptance in the practice of technology. according to shihab et al. (2017), there is a positive effect of effort expectation on behavioral intention. in this case, the training routine of auditors increased the acceptance power to implement the technology. a similar point of view is also expressed by siew, rosli, and yeow (2020) on how implementing caats with knowledge of its features and functions promoted editors to quickly meet their needs. furthermore, alles (2015) explained that there was an increase in audit services based on technology. h2: effort expectancy has a positive impact on behavioral intention. the relationship between social influence and behavioral intention several research showed that the greatest influence on auditors to transform was the existence of favourable environmental conditions (gepp et al., 2018; al-hiyari et al., 2019; calderon & gao, 2021). according to sirois et al. (2016), the risks of applying technology to audit can be minimized with the proper support from the team to optimally practice the in pr es s 4 the winners, vol. 24 no. 1 june 2023, 1-11 technology. siew et al. (2020) showed a more effective implementation of caats in an adequate working environment. h3: social influence has a positive impact on behavioral intention. the relationship between facilitating condition and behavioral intention one of the main elements that support the successful implementation of technology in resources is the encouragement of leaders who facilitate innovations for employees (siew et al., 2020). according to mahzan and lymer (2014), and shihab et al. (2017), there was an effect between the facilitating conditions and behavioral intention, where the support of the company leaders improved auditors' performance. h4: facilitating condition has a positive impact on behavioral intention. figure 2 research framework ii. methods this research used explanatory quantitative methods through descriptive analysis. according to sekaran and bougie (2016), quantitative method is an approach that is based on the philosophy of positivism and used to study a specific population or sample. this method involved data collection using research instruments and quantitative or statistical data analysis, with the aim of testing predetermined hypotheses. the research type was associative, where according to sugiyono (2015) aimed to identify the relationship between more than two variables. meanwhile, hypothetical testing describes the nature of a particular relationship or ascertains the differences between groups or independence or more factors in a situation. the selection of research samples used the non-probability sampling techniques. according to weyant (2022), non-probability sampling is one of the approaches used to collect samples that do not allow for every member of the population to have an equal chance of being selected. in this research, the samples were obtained using purposive sampling. furthermore, auditor-assisted snowball sampling was employed to reach other auditors in the data distribution process, which proved effective (sekaran & bougie, 2016). the data collection process was carried out by distributing closed-ended questionnaires to auditors of the jakarta public accounting office through social media (mohamed et al., 2019). the primary data collection method used a cross-sectional approach (weyant, 2022). as for the secondary data, a systematic literature review was carried out to analyse previous journals, research books, and valid websites. this was conducted to increase the data accuracy and provide the support that guarantees the research quality (bowen, 2009). it should be noted that the number of external auditors in audit firms in jakarta was not exactly determined, where the research referenced chin (1998) as mentioned in marliana (2020) as follows: 1. the minimum sample size on pls-sem is equal to or greater than ten times the largest number of formative indicators used to measure latent variables. 2. ten times the largest number of structural paths are directly connected to a particular construct in the structural model. in the research, four paths were identified in the structural pathways directly connected to a specific construct in a structural model. these paths were determined based on criteria at point 2. various approaches can be used such as the roscoe method which was developed in 1975. however, the research adopted chin (1998) because it focused on auditors who are not distinguished by their position or experience. roscoe adoption research targeted respondents with certain criteria, such as focusing only on top management (hair et al., 2019), whereas this research aimed to include all auditors in public accounting firms in jakarta. therefore, the minimum sample of partial least square (pls) in the research was 40 samples. this research consisted of four independent variables, namely performance expectancy, effort expectancy, social influence, and facilitating conditions, and one dependent variable, namely behavioral intention. the variables were measured using questionnaire instruments in the form of several questions to determine the extent of responses from respondents using a likert scale of 1 to 5 points, namely 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, and 5 = strongly agree (joshi et al., 2015). the data were analyzed using the structural equation model (sem) model with the partial least square (pls) approach and smartpls support software version 3.3.2. the structural equation model (sem) is a multivariate analysis method with a combination of factor and correlation analysis, which in pr es s 5the role of external auditor .... (kevin deniswara, et al.) measures the relationship between variables in a model. furthermore, testing was conducted using the smartpls version 3.3.2. there are also outer model test, inner model test, and hypothesis test. iii. results and discussions from the questionnaires distributed online to external auditors working at audit firms in jakarta, 63 responses were obtained and 62 were considered valid. furthermore, the data were processed using the smartpls version 3.3.2. table 2 shows the characteristics of the respondents and is interpreted as relevant information. outer loadings test was conducted to measure the validity and reliability of the research models with convergent and discriminant validity, and composite table 1 operational variable variable indicators performance expectancy • perception of extrinsic advantages and motivations i found caats useful in my audit work. using caats enables me to promptly complete tasks. • suitability with work and relative benefits using caats increases my productivity. if i use caats, i will increase my chances of getting a raise. • results expectations using caats will reduce the time i spend on unproductive activities. using caats improves audit quality. effort expectancy • perception of ease of use my interaction with caats will be clear and understandable. it would be easy for me to be skilled in using caats. • ease of use i shall find caats easy to use. learning to operate caats was easy for me. • complexity using caats may require a lot of my mental effort. social influence • subjective norms regulators, shareholders, and stakeholders who influenced my audit process, thought that i should use caats. the audit team and the people around me thought that i should use caats. • social factors the audit team and the people in this audit firm have cooperatively assisted me in the use of caats. in general, the audit firm has supported the use of caats. • image the people in my audit firm who use caats have more advantages than those who do not use it. facilitating conditions • controlling behaviour i have the necessary resources to use caats. i have the necessary knowledge to use caats. • conformity this system is not compatible with the caats i use. • conditions that make it easier when i am having trouble using caats, there are always people or groups that support me. i think that the use of caats fits perfectly with the audit approach applied in my audit firm. behavioral intention • social prediction attitudes and behaviours i intend to use caats in the audit process on a regular basis. i predict i shall use caats in the future. i plan to use caats in the near future. reliability. an indicator that satisfies reliability is when it has a loading factor value greater than 0.7 (sekaran & bougie, 2016). however, when the loading factor value is between 0.4 to 0.7, the indicator will be removed. the result is 4 indicators did not meet the criteria and had been removed earlier for further analysis (hair et al., 2019). the cronbach alpha (ca) and composite reliability (cr) values of each latent variable have to reach >0.7 to meet internal consistency reliability requirements. all variables in the research model have a greater composite reliability value of 0.7. therefore, it can be implied that the reliability of internal consistency was met, and it can improve the accuracy of the presented information (hair et al., 2019). convergent validity analysis was carried out by evaluating the value of each latent variable average variance extracted (ave). the result showed in pr es s 6 the winners, vol. 24 no. 1 june 2023, 1-11 that all latent variables had an ave greater than 0.5. furthermore, all the data were valid and can be further tested. to evaluate discriminant validity, this research evaluated both cross-loading values and ave roots to determine the magnitude of each value in each indicator that has a different level of aspects from other indicators (hair et al., 2019). the result also showed all the indicators had a loading factor greater than the associated variables compared to others, which met the requirements of >0.70 (hair et al., 2019). the square root of the ave value of each variable was greater than the correlation to other latent variables in the research model. therefore, the proposed model met the evaluation of discriminant validity (hair et al., 2019). the evaluation of the structural model (inner model) consists of the coefficient of determination (r2) and predictive relevance (q2) (hair et al., 2019). in this research, the value of r2 was 0.561 or 56.1% which showed the independent variables explained the construct of dependent variables by 56.1% while the remaining value was explained by other variables (hair et al., 2019). furthermore, q2 testing obtained a result of 0.376 which means behavioral intention variables have predictive relation. the magnitude of the value of each relationship was tested, leading to the hypothesis test that can be performed based on the existing variables (sekaran & bougie, 2016; hair et al., 2019). the hypothesis testing was carried out with a t-test. when the test result has p-value ≤ 0.05 (alpha 5%) and t-statistics > 1.96, it can be concluded that the results are significant. according to sekaran and bougie (2016), and hair et al. (2019), when a hypothesis has a positive impact, it significantly indicates a parallel increase of the relationship variables without passing one over the other. table 2 respondent characteristics description characteristics details frequency percentage ages <=25 y.o 41 66% 25 – 35 y.o 18 29% 36 – 45 y.o 2 3% > 46 y.o 1 2% gender male 40 65% female 22 35% education level diploma diploma 0 0% s1 undergraduate 56 90% s2 – post graduate 6 10% s3 doctoral 0 0% working experiences <3 years 49 79% 3 – 5 years 7 11% > 5 years 6 10% rank/ position junior auditor 48 77% senior auditor 11 18% manager 2 3% partner 1 2% certification yes 10 16% no 52 84% voluntary in using caats yes 42 68% no 20 32% firm size big 4 15 24% non-big 4 47 76% software used acl 10 9% idea 10 10% ms. excel 57 55% ms. access 4 4% oracle 7 7% others 15 15% in pr es s 7the role of external auditor .... (kevin deniswara, et al.) table 3 ca, cr, and ave value variable name cronbach’s alpha (ca) composite reliability (cr) average variance extracted (ave) performance expectancy 0,710 0,822 0,541 effort expectancy 0,797 0,863 0,613 social influence 0,842 0,889 0,619 facilitating conditions 0,713 0,824 0,542 behavioral intention 0,830 0,898 0,747 the result of hypothesis 1 concluded that performance expectancy had a positive but insignificant effect on behavioral intention of external auditors working at audit firms in jakarta to adopt caats. several research (mahzan & lymer, 2014; sirois et al., 2016; al-hiyari et al., 2019) indicated how auditors need technology to improve performance, specifically in the presentation of relevant finding information. furthermore, widuri et al. (2016) explored auditors in indonesia through the toe framework. the results showed that technological applications in the form of generalized audit software (gas), audit command language (acl), and caats provided convenience and superiority for auditors in performing data tests with a high validity level. these results are supported by sutanto, ghozali, and handayani (2018) and gonzalez et al. (2012) that performance expectancy did not affect behavioral intention. sutanto et al. (2018) claimed this was due to the awards that do not worth the tasks and roles to be performed. moreover, caats have been unable to expedite the completion of audit work or enhance its effectiveness and efficiency. this also needs to be enhanced by supportive facilities and infrastructure (raguseo, 2018). audit firms, which seek to increase the use of caats, should invest more in training programs to educate external auditors about the benefits of using the tool and help them stay up to date with technological advancements (bierstaker, janvrin, & lowe, 2014). shihab et al. (2017) showed auditors’ lack of experience and knowledge in auditing software practice had an impact on diminishing their performance. this led to a decreased interest of auditors in applying the technology. also, krahel and titera (2015), and gepp et al. (2018) explained that in addition to the superiority of auditors, they face threats that run the risk of discrepancies in the presentation of opinions due to lack of detection to obtain findings. the results of hypothesis 2 showed that effort expectancy had a positive but insignificant effect on behavioral intention of external auditors in jakarta to adopt caats. the results support al-hiyari et al. (2019) and mohammad et al. (2017) that auditors apply technology according to experience and needs to produce audit performance. when presenting an opinion, auditors need to minimize audit risk in order to avoid incorrect decisions (krahel & titera, 2015). the advancement of information systems requires auditors’ capability as a guarantor of transparency and accountability for the presentation of financial statements (calderon & gao, 2021; salijeni et al., 2019). it can also be seen that the average age of respondents was below 25 years and have a bachelor’s (undergraduate) degree. this can indirectly affect the ease of auditors in adapting caats. the results are supported by al-hiyari et al. (2019) and handoko et al. (2018), which showed that effort expectancy does not affect behavioral intention. furthermore, al-hiyari et al. (2019) stated that the reason why effort expectancy did not affected behavioral intention was because most of the external auditors in the sample were young and had a high proficiency in information technology. external auditors can easily perceive the significant level of convenience associated with the utilization of caats (shihab et al. 2017). another reason why effort expectancy does not affect behavioral intention is that in the context of audit, the effectiveness of audit procedures is given high priority by external auditors. this is done when they make decisions on the use of technology and not about personal preferences regarding efforts required to use technology (bierstaker et al., 2014). the results of hypothesis 3 showed social influence has a positive and significant effect on behavioral intention of external auditors in jakarta to adopt or use caats. this suggests that auditors are influenced by their social environment, including colleagues who use caats in the audit process. this is evident in the respondents' agreement with social influence indicators, indicating that auditors table 4 hypothesis test result hypothesis path path coefficient standard deviation t-value p-value conclusion h1 pe  bi 0,198 0,129 1,534 0,126 positive and insignificant h2 ee  bi 0,060 0,114 0,525 0,600 positive and insignificant h3 si  bi 0,398 0,121 3,304 0,001 positive and significant h4 fc  bi 0,208 0,167 1,247 0,213 positive and insignificant in pr es s 8 the winners, vol. 24 no. 1 june 2023, 1-11 are influenced by those around them. according to mahzan & lymer (2014), environmental conditions affect how auditors perform audit activities. according to sirois et al. (2016) and calderon and gao (2021), auditors are influenced by the client size and the extent to which they have adopted the technology. these factors will support auditors in updating their skills. however, several research showed a lack of openness in the work environment because outdated standards or differences in specialization led to a behaviour that was less adaptable to change (calderon & gao, 2021; islam et al., 2018; zadorozhnyi et al., 2021). these results were supported by mohammad et al. (2017) and shamsuddin et al. (2015), which showed social influence affected behavioral intention. according to shamsuddin et al. (2015), social influence impacted behavioral intention because it was caused by the influence of colleagues and senior management, as well as current developments in new technologies by the organization. hypothesis 4 stated that facilitating conditions have a positive but insignificant effect on behavioral intention of external auditors to adopt or use caats. it can be concluded that auditors believed the support facilities do not have a significant influence on their decision to adopt caats. these results are in accordance with mohammad et al. (2017) and sutanto et al. (2018) which showed facilitating conditions do not affect behavioral intention of external auditors in the use of caats. furthermore, mohamed et al. (2019) stated that an important factor that improved behavioral intention to adopt and use caats was independence with the availability of resources, adequate information, and assistance in the usage. al-hiyari et al. (2019) stated that audit firms should invest enough money in advanced information technology infrastructure to minimize the barriers in receiving and utilizing caats. the firms should increase caats usage by developing new policies regarding the recruitment and promotion of external auditors. the majority of external auditors in this research still use microsoft excel as a supportive software to conduct the audit process. therefore, the firms should provide supportive software and training to increase the interest of auditors in adopting caats. kolbjørnsrud, amico, and thomas (2017) found that 44% of leaders perceived technological advancements as a threat that generated a lack of facilities in the company. this affected performance in the achievement of set goals. iv. conclusions in conclusion, this research aimed to analyze the factors that influence behavioral intention to adopt and use caats. four independent variables, namely performance expectancy, effort expectancy, social influence, and facilitating conditions were tested against the dependent variable, namely behavioral intention. furthermore, this research was conducted on external auditors working at audit firms in jakarta using questionnaires made with google forms and disseminated using social media. a partial least square (pls) method was used to determine the influence of the independent variables on the dependent. the analysis was carried out using the smartpls program version 3.3.2. performance expectancy had a positive but insignificant effect on behavioral intention of external auditors in adopting and using caats. this suggested that despite the potential for performance improvement and the perceived effectiveness of technology, these factors have been unable to significantly influence auditors' intention to adopt and use caats. effort expectancy had a positive but insignificant effect on behavioral intention. therefore, it was concluded that the perceived ease associated with technology was not a significant factor to influence auditors' intention to adopt and use caats. this was similar to the results of mahzan and lymer (2014), shibab et al. (2017). social influence had a positive and significant effect on behavioral intention of adopting and using caats. this suggested that the social environment where auditors operate and the support they receive from people play a crucial role in shaping the intention to adopt caats. facilitating conditions had a positive but insignificant influence on behavioral intention. it was concluded that supporting facilities such as resources (internet, cloud, or other advance technologies), adequate information, and assistance in the use of caats cannot affect the intention/desire to adopt caats (autor, 2015; kolbjørnsrud et al., 2017). this research generated input for future academic paper and audit firms in designing a strategic model that can prepare auditors to adopt an audit system. to achieve a successful technology implementation, leadership support alone is not enough. it also necessitated the awareness of individuals who recognized the potential of audit technology to lead auditors towards new opportunities. this awareness can be fostered by promoting ideas for updated auditing standards that align with technological advancements (alles, 2015; calderon & gao, 2021; rosati et al., 2019). this research has several limitations. firstly, the respondents' data were obtained from a single location and the amount of data was adjusted according to the variables based on the provisions of chin (1998). in addition, this type of software is only targeted at caats, excluding other softwares used by different auditors. this research aimed to analyze the renewal of auditors’ acceptance, which can change at any time. future studies are recommended to explore the gaps in this research through interview-based surveys. this will provide insight into the acceptance of audit software implementation to improve auditors’ performance. experts can also review the acceptance risk analysis of the software used to better understand in pr es s 9the role of external auditor .... 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